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PROJECT REPORT
ON
CONSUMER PERCEPTION
REGARDING AMULPRODUCTS IN INDIA
SUPERVISOR
SUBMITTED BY
DR. R.N SINGH MANISH
GUPTA
ASSISTANT PROFESSOR BATCH:
2009-2012
BBA
6THs!
JAGRAN CO""EGE OF ARTS# SCIENCE AND COMMERCE
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MANISH GUPTA
TABLE OF CONTENT
S.No. Page No.
1. Acknowledgement
2. Preface
3. Table of Contents
4. List of Charts and Graphs
Part-I
. !ntrod"ction of the Compan#
$. %istor# of the organi&ation
'. !ntrod"ction of the Topic
(. Performance of Prod"ct ) *er+ice
,. Problem faced
Part-II
1-. esearch methodolog#
esearch /b0ecti+e
esearch esign
esearch *t"d#
11. ata Anal#sis
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12. indings ) ecommendation
13. *"mmar#
14. Anne"re "estionnaire
1. 5ibliograph#
LIST OF CHARTS & GRAPHS
S.NO ILLUSTRATION P. No
1. *ales T"rn o+er Chart 462. "lar 7rban Profile 1-6123. Plants 8Pict"re9 2-621
4. :ilk Proc"rement 23
. *ales 24$. *"ppl# Chain $,'. An"l *ales T"rn /+er '1(. Price List of Am"l Cogitators '4,. ata Anal#sis and !nterpretation (6,'
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INTRODUCTION OF THE COMPANY
Am"l means ;priceless; in *anskrit. The brand name ;Am"l; from the
*anskrit ;Amool#a; was s"ggested b# a Am"l :ilk Powder> am"l Ghee> Am"l *pra#> Am"l Cheese>
Am"l chocolates> Am"l *hrikhand> Am"l !ce cream> ?"tranm"l> Am"l
:ilk and Am"l#a ha+e made Am"l a leading food brand in !ndia.
T"rno+er s. 2 billion in 2--2. Toda# Am"l is a s#mbol of man#
things of high and of a pro+en
model for dair# de+elopment.
The re+al"ation started as awareness ma# the farmers that grew and
mat"red into a protest mo+ement and determination to liberate them.
/+er fo"r decades ago the life of a farmer in aira district was like that
of his co"nterpart an#where also in !ndia. !ncome from dair# was "nder
pendable. Pri+ate traders and middleman controlled the marketing and
distrib"tion of milk. As milk is perishable> farmers were compelled to
sell it for what e+er# the# were offered. !n this sit"ation> the one who
gained was the pri+ate traders. Grad"all# the reali&ation downed on the
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farmers that the eploitation b# the traders co"ld be checker do onl# if
the# marketed their prod"ct themsel+es. To do this the# need some sort
of organi&ation this reali&ation is what led to the establishment of aira
istrict Cooperati+e :ilk prod"cer 7nion Limited 8Pop"larl# known as
Am"l9> which was formall# registered on ecember 14> 1,4$.
The aira 7nion started Paste"ri&ing milk for the 5omba# milk scheme
in B"ne 1,4(. An ass"red market pro+ed a great incenti+e to milk
prod"cers of the district b# the end of 1,4(> more than 4-- farmers
0oined in more +illage societies and the it was fo"nd that the 5omba#
:ilk *cheme co"ld not absorb the etra milk collected b# the aira
"nion in s"mmer when the prod"ction on an a+erage was 2. times
more than s"mmer. +en b# 1,3> the farmer@s embers ha+e no ass"red
market for the etra milk prod"ced s"mmer. The remed# was to set"p a
plant to process milk into prod"cts like b"tter and milk powder. A fi+e
:illion "pees Plant to man"fact"re milk powder and b"tter was
competed in 1,. !n 1,( the factor# was epanded to man"fact"re
sweetened condensed milk. Two #ear later a new wing was added for
man"fact"re of 2--- tons of roller deri+ed bab# food and $-- tons of
cheese per #ear. This cheese was based on the form"la de+eloped with
the assistance of Central ood Technolog# esearch !nstit"te 8CT!9>
:#sore. !t was the first time in world that bab# food and cheese where
made b# b"ffalo milk on a large commercial scale. Another r milestone
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was the completion as a pro0ect to man"fact"re balanced cattle food.
The plant was donated b# /DA: "nder the freedom from h"nger
campaign of the A/.
To meet the re132 +illages societies. ederation has helped for the
prod"cts the# prod"ce. :ore that 2.2( millions prod"cer members are
beneficent of the "nions.
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
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2002-03 27457 575
2003-04 28941 616
2004-05 29225 672
2005-06 37736 850
2006-07 42778 1050
2007-08 52554 1225
2008-09 67113 1504
2009-10 8053 1700
INFORMATION TECHNOLOGY INTEGRATION
At an earl# stage> federation recogni&ed the !T ecellence was essential
to retaining o"r comparati+e edge. !n the coming #ear federation will
implement =irt"al pri+ate network 8=P?9 connecti+it# to facilitate on
line information echange with b"siness partners and monitoring
prod"ction and sales in order to impro+e which has enhanced the Am"l brand across world>
gi+ing then another +ital b"siness.
EXPORTS
port t"rno+er of federation has grown "p b# 1'E in terms of +ol"me>
total eports being more than 4-- crore. "e to the s"bsidies allowed
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b# "ropean "nions> the international prices were +er# low as a res"lt
eport t"rno+er in +al"e terms has declined b# $E.
The "nion not onl# takes the responsibilit# of collecting and marketing
the s"rpl"s milk b"t also pro+ides member with e+er# pro+isions that is
re to pro+ide animal health care. A 24 ho"rs emergenc# ser+ice is
a+ailable at a fee s. 3 for members and s. 1-- for non members. All
the mobile +ans are e B"rs# b"lls etc. balanced
feed concentrate is man"fact"red in "nions cattle feed plant and sold to
the members thro"gh societies at cost.
After disc"ssing the origin and the acti+es of the federation now let@s
ha+e a look on the c"rrent position of the federation at +ario"s ends.
MILK PROCUREMENT
Total milk proc"rement b# the members has reached an a+erage of
2.3 lakh kilogram per da# from 4'.32 in 2--16-2.
SALES
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Total sales for the #ear 2--2 F 2--3 were 2'4.' crores incl"ding
consignment sales of s. 4-4.3 crores. "ring last #ear Am"l !ce
cream achie+ed second sales> with +ol"me growth b# 2, percent. 7%T
milk was a bonan&a prod"ct whose growth was $ percent in +ol"me
terms.
espite of intense competition and a market recession> sales of Am"l
5"tter grew b# ' percent and milk powder remains stead#. This growth
is partic"larl# pleasing as it demonstrates its abilit# to resist :?C
competition. ?ew prod"cts like pannier> mithai mate> soft# mi
demonstrated their potential to become dominant brands.
Am"l@s long life 7%T milk> has recei+ed a good response in 7A
c"rrentl# - tons per month of 7%T is imported and sold. Am"l is
eploring the possibilit# of la"nching Am"l !ce cream in g"lf> the
market demand for pi&&as is also being s"r+e#ed. Am"l b"tter
is also in high demand in foreign market c"rrentl# aro"nd 2- tons of
b"tter is imported per ann"m. Am"l ghee being in foreign market from
#ears> records close to -- tons per ann"m.
ith a +iew to increase the +ol"me and facilitate trade Am"l is
planning to set warcho"se this #ear> either at BAHA or in "bai cit#.
G"lf and est Asia is the largest o+erseas market for Am"l prod"cts
with 7A being the biggest b"#er in the region.
RETAILING
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Am"l has opened "tterl# elicio"s retail o"tlets across the co"ntr# to
enhance +isibilit# and brand e
federation has initiated a chairman and secretaries orientation program>
held at Gandhi ?agar :other dair#> which is foc"sed on strengthening
the leadership skills and +al"es.
TOTAL !UALITY MANAGEMENT
!n 1,,4> federation had embarked on the T: 8Total "alit#
:anagement9. !n 1,,, it recei+ed a0i+ Gandhi "alit# Award for the
#ear.
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:ore than 2--- ai&en@s 8small impro+ement in work areas9 were
made b# the emplo#ees of the federation indifferent areas. orkshops
on *C 8*tatistical "alit# Control9 ha+e been cond"cted across the
member dairies to achie+ed total | P $ %
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R$ra a* $ra* /ote*t)a
R$ra-$ra* /ro#)e
Ura* R$ra
Pop"lation 2--16-2 8mn ho"sehold9 3 13
Pop"lation 2--,61- 8mn ho"sehold9 $, 13
E istrib"tion 82--16-29 2( '2
:arket 8TownsJ=illages9 3>'$( $2'>---
7ni+erse of /"tlets 8mn9 1 3.3
So$r(e0 Stat)'t)(a O$t)*e o# I*)a 12334-3567 NCAER
An a+erage !ndian spends aro"nd 4- per cent of his income on grocer# and ( per cent
on personal care prod"cts. The large share of fast mo+ing cons"mer goods 8:CG9 in
total indi+id"al spending along with the large pop"lation base is another factor that
makes !ndia one of the largest :CG markets.
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apid "rbanisation> increased literac# and rising per capita income> ha+e all ca"sed
rapid growth and change in demand patterns> leading to an eplosion of new
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opport"nities. Aro"nd 4 per cent of the pop"lation in !ndia is below 2- #ears of age
and the #o"ng pop"lation is set to rise f"rther. Aspiration le+els in this age gro"p ha+e
been f"elled b# greater media epos"re> "nleashing a latent demand with more mone#
and a new mindset.
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IMPORTANCE OF THE STUDY
5eing st"dent of :5A it is +er# essential for me to ha+e a practical knowledge in an
organi&ation. /nl# to st"d# b"siness administration co"rse knowledge is not the
sol"tion of the problems> which arise in practical field. There is a certain form"la for
an# partic"lar problem> b"t the aim of this st"d# is to de+elop the abilit# of decision
making. A right decision at right time and right place itself helps an organi&ation to
r"n smoothl#.
This st"d# gi+es an idea of all marketing acti+ities. *o the wa# a problem is sol+ed
right decision making and knowledge of different t#pes of making acti+ities gi+e
m"ch importance to the st"d#. /nl# in two month training it was not possible to
"nderstand it so deepl#> b"t an o+erall idea co"ld be de+eloped.
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Patel re maintaining and ordering new
e and noted how the co6operati+es co"ld transform the li+es of the
members. The most important feat"re of these co6operati+es is that the# r"n p"rel# as
farmer@s co6operati+es> with all the ma0or decisions being taken b# the farmers
themsel+es. The co6operati+es are not @r"n@ b# a separate b"rea"crac# with +ested
interests of its ownK the farmers are tr"l# in charge of their own decisions. An# farmer
can become a member b# committing to s"ppl# a certain the farmers 8or act"all#> in most cases> their wi+es and da"ghters9 bring
their milk to the +illage collection centers where and in the morning for the e+ening@s milk. This prompt settlement in cash is
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a great attraction to the farmers who are "s"all# cash star+ed. Thanks to the abo+e
s#stem> there are no disp"tes regarding which meant priceless in *anskrit. The
word was also eas# to prono"nce> eas# to remember and carried a wholl# positi+e
connotation. !t became the flagship brand name for the entire dair# prod"cts made b#
this "nion.
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!n 1,4> Am"l b"ilt a plant to con+ert s"rpl"s milk prod"ced in the cold seasons into
milk powder and b"tter. !n 1,(> a plant to man"fact"re cheese and one to prod"ce
bab# food were added6for the first time in the world> these prod"cts were made from
b"ffalo milk. *"bse Am"l had become a
milk giant with a large proc"rement base and a prod"ct mi that had e+ol+ed b#
challenging the con+entional technolog#.
!n his +isit to Anand in 1,$> the then Prime :inister of !ndia> Lal 5had"r *hastri>
was impressed b# what he saw6a s#stem that proc"red> processed and deli+ered high
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COMPANY PROFILE
GU:ARAT COOPERATIE MILK MARKETING FEDERATION
GCMMF: AN OVERVIEW
G"0arat Cooperati+e :ilk :arketing ederation 8GC::9 is !ndia@s largest food
prod"cts marketing organi&ation. !t is a state le+el ape bod# of milk cooperati+es in
G"0arat which aims to pro+ide rem"nerati+e ret"rns to the farmers and also ser+e the
interest of cons"mers b# pro+iding 132
Tota M); %a*)*g (a/a()t,0 $.' million liters per da#
M); (oe(t)o* 1Tota - 2335-3
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and dair# prod"ce> +eterinar# medicines> +accines and other animal health prod"cts>
agric"lt"ral prod"ce in raw andJor processed form and other allied prod"ce.
GC:: aims to market the dair# and agric"lt"ral prod"cts of co6operati+es thro"gh
Common branding
Centrali&ed marketing
Centrali&ed and
fficient pooling of milk
GC:: has declared that its b"siness philosoph# is as follows
To ser+e the interests of milk prod"cers and
To pro+ide which engaged in the man"fact"ring of
milk> b"tter> ghee> milk powder> fla+ored milk and b"ttermilk.
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*econd plant is at MOGAR> which engaged in man"fact"ring
chocolate> n"tram"l> Am"l Ganthia and Am"l lite.
Third plant is at an0ari> which prod"ces cattelfeed.
o"rth plant is at hatra0> which engaged in prod"cing cheese.
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Toda#> twel+e dairies are prod"cing different prod"cts "nder the brand
name Am"l. Toda# Am"l dair# is no. 1 dair# in Asia and no. 2 in the
world> which is matter of pro"d for G"0arat and whole !ndia.
INFORMATION TECHNOLOGY INTEGRATION
At an earl# stage> federation recogni&ed the !T ecellence was essential
to retaining o"r comparati+e edge. !n the coming #ear federation will
implement =irt"al pri+ate network 8=P?9 connecti+it# to facilitate on
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line information echange with b"siness partners and monitoring
prod"ction and sales in order to impro+e which has enhanced the Am"l brand across world>
gi+ing then another +ital b"siness.
EXPORTS 0
port t"rno+er of federation has grown "p b# 1'E in terms of +ol"me>
total eports being more than 4-- crore. "e to the s"bsidies allowed
b# "ropean "nions> the international prices were +er# low as a res"lt
eport t"rno+er in +al"e terms has declined b# $E.
The "nion not onl# takes the responsibilit# of collecting and marketing
the s"rpl"s milk b"t also pro+ides member with e+er# pro+isions that is
re to pro+ide animal health care. A 24 ho"rs emergenc# ser+ice is
a+ailable at a fee s. 3 for members and s. 1-- for non members. All
the mobile +ans are e B"rs# b"lls etc. balanced
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feed concentrate is man"fact"red in "nions cattle feed plant and sold to
the members thro"gh societies at cost.
After disc"ssing the origin and the acti+es of the federation now let@s
ha+e a look on the c"rrent position of the federation at +ario"s ends.
MILK PROCUREMENT 0
Total milk proc"rement b# the members has reached an a+erage of
(-.4 lakh kilogram per da# from '3.'2 in 2--'6-(.
Average MilkProcuremet
(! Lac Ltr"#$a%&
0
20
'0
60
0
)00
Colum! )
SALES 0
The total sales and growth pattern of Am"ls prod"cts d"ring 11#ears
ha+e been shown b# this diagram.
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"ring the #ear> sales of Am"l ederation registered a o"r t"rno+er was s. 2.41 crores 8s. 2. billion9. This is an
etremel# impressi+e growth> when +iewed from the perspecti+e of
22.,- per cent growth that we had achie+ed in 2--'6-(.
! am also pleased to note that o"r ederation has done remarkabl# well
in most of the +al"e added cons"mer packs. *ales of Am"l :ilk in
po"ches ha+e grown b# 44E in +al"e terms. 7%T milk has also shown
an impressi+e growth of 2$E. /"r sales in Am"l Processed Cheese
ha+e shown consistent and +er# impressi+e growth of 2E. Am"l !ce6
cream has shown an impressi+e growth of 1$ per cent in +al"e terms
o+er the last #ear. At the same time we ha+e remained ?o. 1 !ce6cream
brand in !ndia lea+ing a wide gap with the nearest competitor. !n the
!nfant :ilk ood categor#> o"r brand Am"lspra# registered a growth of
2-E. !n the dair# whitener segment> Am"l#a recorded a growth of
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almost 12E. e managed to achie+e 1' per cent +al"e growth in
5"tter> despite intense competition in this categor#. !n o"r effort to
ens"re that all sections of o"r societ# are able to afford Am"l 5"tter>
we ha+e gi+en special emphasis to low "nit +al"e packs.
RETAILING 0
The concept of Am"l parlors initiated in 2--2 has come a long wa# and
has toda#> e+ol+ed into the most +isible face of brand Am"l. The
network of more than 4--- parlors in almost all ma0or towns of the
co"ntr# bears testimon# to the fact that the model is h"gel# scalable
and inherentl# s"stainable. This retailing initiati+e has not onl# enabled
"s to interface directl# with cons"mer> it has also helped "s in o"r
endea+or to red"ce middle6men from the s"ppl# chain.
The addition of more than 2--- parlors d"ring the c"rrent #ear is
largel# attrib"ted to o"r channel partners i.e. o"r wholesale distrib"tors
who ha+e embraced the concept b# starting their own parlors and also
moti+ated franchises to create parlors for meaningf"l emplo#ment.
The relentless foc"s on epansion of Am"l parlors is now pa#ing "s
rich di+idends. The retailing b"siness alone fetched "s a sales t"rno+er
of more than s.2-- Crores d"ring the c"rrent #ear. :oreo+er> these
parlors also pro+ide "s with an effecti+e platform to introd"ce all the
inno+ati+e prod"cts that we la"nch> e+er# #ear.
e ha+e also made giant strides forward in reaching o"t to millions of
railwa# comm"ters b# setting "p more than - Am"l stalls across ma0or
=1| P $ %
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railwa# stations of the co"ntr#. The !ndian ailwa#s ha+e also
recogni&ed o"r efforts and with acti+e s"pport from !CTC> we plan to
set "p another 3-- railwa# parlors d"ring the coming #ear.
!ce6cream scooping parlors> the latest addition to the retailing
re+ol"tion are #et another blockb"ster from the ho"se of Am"l. e
epect to add 2-- more parlors in the coming #ear.
Taking c"e from the s"ccess of o"r parlors> commitment from o"r sales
team and all o"r channel partners dealing in milk> ice6cream and dair#
prod"ctsK we plan to take the total tall# of Am"l parlors to 1---- b#
adding $--- parlors d"ring the coming financial #ear.
DISTRI8UTION NET"ORK0
/+er a period of time we ha+e b"ilt "ni Chilled> ro&en and resh prod"cts sim"ltaneo"sl# thro"gh
o"r +ersatile distrib"tion highwa#s. Toda#> 3-- istrib"tors for =al"e
added milk prod"cts> 1(-- istrib"tors for resh :ilk> ens"re that
Am"l Prod"cts are a+ailable to all segments of cons"mers in !ndia
thro"gh more than 2 :illion o"tlets.
To enhance f"rther efficienc# in distrib"tion> two ke# initiati+es ha+e
been taken d"ring the #ear. irstl#> we epanded competenc# based
distrib"tion b# ind"cting abo"t 3-- istrib"tors ha+ing epertise in
ser+icing specific market segments and secondl#> we are poised to
di+ide the +al"e added prod"ct lines amongst three sets of istrib"tors
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to cater to the same market. This is going to gi+e "s more and more
competiti+e ad+antage.
!n ederation> o"r distrib"tor is considered to be the real :arketing
:anager. To "pdate them with modern marketing concept a workshop
on :arketing and *ales :anagement is being cond"cted in
collaboration with a premier b"siness school. *o far> 11-- istrib"tors
ha+e been benefited from this workshop.
*LP 8*elf Leadership e+elopment Programme9 for istrib"tor is
another ma0or initiati+e taken d"ring the #ear primaril# with ob0ecti+e
of training them to implement T: at their and at the retailer le+el.
This will "ltimatel# ser+e to bring all *take holders "nder common
platform in *trategic Planning Process of the /rgani&ation and to
de+elop *elf Leadership amongst each indi+id"al istrib"tor.
/"r Am"l Matra Programmes ens"re that o"r e+er# new distrib"tor and
other b"siness partners +isit Anand to get an epos"re to o"r co6
operati+e str"ct"re> o"r c"lt"re as well as o"r operational s#stems and
processes. The initiati+e contin"ed this #ear as well and so far> abo"t
'4-- istrib"tors and other b"siness associates ha+e +isited Anand on
Am"l Matra.
COOPERATIE DEELOPMENT PROGRAM 0
"ring last three #ears Am"ls members "nions ha+e implemented an
!nternal Cons"ltant e+elopment 8!C9 inter+ention> addressing the
needs to strengthen the b"siness of dair# farmer@s members and dair#
co6operati+e societies.
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ecogni&ing that leaders are essential to face growing Challenges>
federation has initiated a chairman and secretaries orientation program>
held at Gandhi ?agar :other dair#> which is foc"sed on strengthening
the leadership skills and +al"es.
"ring the #ear> :ember 7nions contin"ed to implement the mod"le
on =ision :ission *trateg# 8=:*9 for primar# milk prod"cer members
) =illage air# Cooperati+es. acilitated b# speciall# trained
cons"ltants> '3$ =illage air# Cooperati+e *ocieties 8=C*9 ha+e
cond"cted their =ision :ission *trateg# orkshops> prepared their
:ission *tatements ) 5"siness Plans for net fi+e #ears. Till toda#
total $-12 =C* ha+e prepared their mission statement and 5"siness
plan. :ember "nions are re+iewing this b"siness plan e+er# #ear "nder
=:* ann"al re+isit programme and facilitate =C* to prepare action
plan for net #ear to propel the moment"m gained thro"gh =:*.
!n order to strengthen knowledge and skill base of #o"ng girls and
women of the +illages abo"t milk prod"ction managementK ederation>
with technical collaboration and reso"rces of Anand Agric"lt"re
7ni+ersit#> has initiated N:ahila Pash"palan Talim ar#akramO for
women reso"rce persons of the member "nions and d"ring the #ear>
4($ women reso"rce person ha+e been trained "nder this programme.
C&ea* M)&; Pro-$(t)o* 0
or strengthening infrastr"ct"re for
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SUSTAINA8LE ECOLOGICAL DEELOPMENT0
ith a target of planting three trees per member> o"r member "nions
celebrated $1st #ear of !ndependence> 1th A"g"st 2--( in a "ni
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prod"cts9> %"man eso"rces e+elopment and :arketing 8hara and new b"siness9>
finance and respecti+el#.
The whole co"ntr# is di+ided into fi+e &ones> each headed b# a &onal manager
responsible for the sales of all prod"cts within his &one. These managers report to the
: b"t f"nctionall# each also reports to the +ario"s AG:sJG:s at the head Anand> !ndia registered
"nder G"0arat co6operati+e societies Act61,$1.
Dr. . K$r)e* 1C%a)r+a*6
8. M. S%r=,a' 1Ma*ag)*g D)re(tor6
=@| P $ %
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Re/re'e*tat)=eF
r. Amrita Patel 8?ational air# e+elopment 5oard> Anand9
Reg)'trarF
*ri . :. Boshi 8Co6operati+e *ociet# G"0rat *tate> Gandhi ?agar9
8a*;er'F
5ank of 5aroda> *tate 5ank of !ndia
aira istrict Central Co6operati+e 5ank Ltd.
A$)tor'F
*. . 5atliboi ) Co. 8Chartered Acco"ntant9
The list of all Chairmen of +ario"s Co6operati+es is gi+en on net page.
=| P $ %
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CHAIRMAN
Sr) Ra+e'% 8%a) P. Pate aira istrict Co6operati+e :ilk Prod"cers 7nion
Ltd. Anand
Sr) Mot)%a) R. C%a$%ar, :ehsana istrict Co6operati+e :ilk Prod"cers
7nion Ltd. :ehsana
Sr) Go=)*%a) P. Pate *abarkantha istrict Co6operati+e :ilk Prod"cers
7nion Ltd. %immat ?agar
Sr) Prat)%a) G. 8%ato 5anaskantha istrict Co6operati+e :ilk Prod"cers
7nion Ltd. Palanp"r
Sr) Nare*ra 8%a) M. Pate 5aroda istrict Co6operati+e :ilk Prod"cers 7nion
Ltd. 5aroda
Sr) Ma*$%a) A. Pate *"rat istrict Co6operati+e :ilk Prod"cers 7nion
Ltd. *"rat
Sr) 8%$/e*ra S)*g% P. Soa*;) Panchmahal istrict Co6operati+e :ilk Prod"cers
7nion Ltd. Godhra
Sr) S$re'%%a) 8%ar>a Ahemdabad istrict Co6operati+e :ilk Prod"cers
7nion Ltd. Ahemdabad
Sr) 8. 8. 8a+%a*)a aikot istrict Co6operati+e :ilk Prod"cers 7nion
Ltd. aikotSr) Mog%a+%a) M. De'a) =alsad istrict Co6operati+e :ilk Prod"cers 7nion
Ltd. Alip"r
Sr) Pra%a%a) M. Pate 5har"ch istrict Co6operati+e :ilk Prod"cers
7nion Ltd. 5har"ch
Sr) D%a'arat%*at% N. Pate Gandhi ?agar istrict Co6operati+e :ilk Prod"cers
7nion Ltd. Gandhi ?agar
=9| P $ %
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>0| P $ %
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PERFORMANCE OF PRODUCT & SERICES
A:7L means ;priceless; in *anskrit. The brand name ;Am"l>; from the *anskrit
;Amool#a>; was s"ggested b# a Am"l :ilk Powder> Am"l Ghee>
Am"lspra#> Am"l Cheese> Am"l Chocolates> Am"l *hrikhand> Am"l !ce cream>
?"tram"l> Am"l :ilk and Am"l#a ha+e made Am"l a leading food brand in !ndia.
8T"rno+er s. 2 billion in 2--29. Toda# Am"l is a s#mbol of man# things.
/f high6 and
/f a pro+en model for dair# de+elopment
>1| P $ %
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8rea S/rea'0
A+$ 8$tter
7tterl# 5"tterl#
elicio"s
A+$ L)te
The low at at
5read *pread
Po>er M);0
A+$ S/ra,
I*#a*t M); Foo
*till> :other@s :ilk
is 5est for #o"r
bab#
A+$ I*'ta*t F$
Crea+ M);
Po>er
A dair# in #o"r
home
Sagar S;)++e
M); Po>er
hich is especiall#
"sef"l for diet
preparations or for
"se b# people on
low calorie and
high protein diet.
Sagar Tea Co##ee
"%)te*er
A+$,a Da)r, "%)te*er
The ichest> P"rest air# hitener
Fre'% M);0
>2| P $ %
http://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-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/powder-dairy.htmlhttp://www.amul.com/powder-coffee.htmlhttp://www.amul.com/powder-skimmilk.htmlhttp://www.amul.com/powder-milkpowder.htmlhttp://www.amul.com/powder-milkfood.htmlhttp://www.amul.com/bread-lite.htmlhttp://www.amul.com/bread-butter.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-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.html8/12/2019 Consumer Perception Regarding Amul Products in India
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A+$ Fre'% M);
This is the most
h#gienic milk
a+ailable in the
market. Paste"ri&ed
in state6of6the6art
processing plants
and po"ch6packed
for con+enience.
A+$ Go M);
A+$ Taa?a S)+ a* Tr)+
Fre'% Crea+ C%o(oate M);
Fa=o$re M);
C%ee'e0
>=| P $ %
http://www.amul.com/fresh-fmilk.htmlhttp://www.amul.com/fresh-gold.htmlhttp://www.amul.com/fresh-tazza.htmlhttp://www.amul.com/fresh-slim.htmlhttp://www.amul.com/fresh-cream.htmlhttp://www.amul.com/fresh-chocolate.htmlhttp://www.amul.com/fresh-flavoured.htmlhttp://www.amul.com/fresh-flavoured.htmlhttp://www.amul.com/fresh-chocolate.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/fresh-fmilk.htmlhttp://www.amul.com/fresh-gold.htmlhttp://www.amul.com/fresh-tazza.htmlhttp://www.amul.com/fresh-slim.htmlhttp://www.amul.com/fresh-cream.htmlhttp://www.amul.com/fresh-chocolate.htmlhttp://www.amul.com/fresh-flavoured.html8/12/2019 Consumer Perception Regarding Amul Products in India
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A+$ Pa'te$r)?e
Pro(e''e C%ee'e
1--E =egetarian
Cheese made from
microbial rennet
A+$ C%ee'e
S/rea'
Tast# Cheese
*preads in 3 great
fla+ors.
A+$ E++e*ta
C%ee'e
The Great *wiss
Cheese from
Am"l> has a sweet6
dr# fla+or and
ha&eln"t aroma
A+$ P)??a
Mo??area
C%ee'e
Pi&&a
cheese...makes
great tasting
pi&&as
Go$a C%ee'e
For Coo;)*g0
>>| P $ %
http://www.amul.com/cheese-cheddar.htmlhttp://www.amul.com/cheese-cheddar.htmlhttp://www.amul.com/cheese-spreads.htmlhttp://www.amul.com/cheese-spreads.htmlhttp://www.amul.com/cheese-emmental.htmlhttp://www.amul.com/cheese-emmental.htmlhttp://www.amul.com/cheese-mozzarella.htmlhttp://www.amul.com/cheese-mozzarella.htmlhttp://www.amul.com/cheese-mozzarella.htmlhttp://www.amul.com/cheese-gouda.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-spreads.htmlhttp://www.amul.com/cheese-emmental.htmlhttp://www.amul.com/cheese-emmental.htmlhttp://www.amul.com/cheese-mozzarella.htmlhttp://www.amul.com/cheese-mozzarella.htmlhttp://www.amul.com/cheese-mozzarella.htmlhttp://www.amul.com/cheese-gouda.html8/12/2019 Consumer Perception Regarding Amul Products in India
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A+$ @ Sagar
P$re G%ee
:ade from freshcream. %as t#pical
rich aroma and
gran"lar tet"re.
An ethnic prod"ct
made b# diaries
with decades of
eperience.
Coo;)*g 8$tter
A+$ Pa*eer
ead# to cook
paneer to make
#o"r fa+orite
recipes
Utter, De)()o$'
P)??a
M)t%a) Mate
*weetened
Condensed :ilk 6
ree flowing and
smooth tet"re.
hite to cream#
color with a
pleasant taste.
Ma't) Da%)
Ma't) So$/'
De''ert'0
>?| P $ %
http://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-mithai.htmlhttp://www.amul.com/cooking-mastidahi.htmlhttp://www.amul.com/cooking-mastisoup.htmlhttp://www.amul.com/cooking-mastisoup.htmlhttp://www.amul.com/cooking-mastidahi.htmlhttp://www.amul.com/cooking-mithai.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/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-mithai.htmlhttp://www.amul.com/cooking-mastidahi.htmlhttp://www.amul.com/cooking-mastisoup.html8/12/2019 Consumer Perception Regarding Amul Products in India
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A+$ I(e Crea+'
Premi"m !ce
Cream made in
+ario"s +arieties
and fla+ors with
dr# fr"its and n"ts.
A+$ S%r);%a*
A delicio"s treat>
an#time.
A+$ M)t%aee
G$a :a+$*'
P"re ho#a G"lab
Bam"ms...best
ser+ed piping hot.
G$a :a+$* M)
K$#) M) A+$ C%o(oate'
The perfect gift for
someone #o" lo+e.
Heat%, Dr)*;0
>6| P $ %
http://www.amul.com/desserts-icecream.htmlhttp://www.amul.com/desserts-shrikhand.htmlhttp://www.amul.com/desserts-gulabjamun.htmlhttp://www.amul.com/desserts-gulabjamun.htmlhttp://www.amul.com/desserts-jamunmix.htmlhttp://www.amul.com/desserts-kulfi.htmlhttp://www.amul.com/desserts-chocolates.htmlhttp://www.amul.com/desserts-chocolates.htmlhttp://www.amul.com/desserts-kulfi.htmlhttp://www.amul.com/desserts-jamunmix.htmlhttp://www.amul.com/desserts-gulabjamun.htmlhttp://www.amul.com/desserts-shrikhand.htmlhttp://www.amul.com/desserts-icecream.htmlhttp://www.amul.com/desserts-icecream.htmlhttp://www.amul.com/desserts-shrikhand.htmlhttp://www.amul.com/desserts-gulabjamun.htmlhttp://www.amul.com/desserts-gulabjamun.htmlhttp://www.amul.com/desserts-jamunmix.htmlhttp://www.amul.com/desserts-kulfi.htmlhttp://www.amul.com/desserts-chocolates.html8/12/2019 Consumer Perception Regarding Amul Products in India
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N$tra+$
:alted :ilk
ood made from
malt etract has the
highest protein
content among all
the brown be+erage
powders sold in
!ndia.
>@| P $ %
http://www.amul.com/healthy-nutramul.htmlhttp://www.amul.com/healthy-nutramul.htmlhttp://www.amul.com/healthy-nutramul.html8/12/2019 Consumer Perception Regarding Amul Products in India
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Am"l :ithaee G"lab0am"n :i
Am"l :ithaee "lfi :i
UHT M); Ra*ge0
Am"l Taa&a 3E fat :ilk
Am"l Gold 4.E fat :ilk
Am"l *lim6n6Trim -E fat milk
Am"l Chocolate :ilk
Am"l resh Cream
Am"l *nowcap *oft# :i
Am"l Taa&a o"ble Toned :ilk
P$re G%ee0
Am"l P"re Ghee
*agar P"re Ghee
Am"l Cow Ghee
I*#a*t M); Ra*ge0
Am"l !nfant :ilk orm"la 1 8-6$ months9
Am"l !nfant :ilk orm"la 2 8 $ months abo+e9
Am"lspra# !nfant :ilk ood
M); Po>er'0
Am"l "ll Cream :ilk Powder
Am"l#a air# hitener
*agar *kimmed :ilk Powder
>9| P $ %
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*agar Tea and Coffee hitener
S>eete*e Co*e*'e M);0
Am"l :ithaimate *weetened Condensed :ilk
Fre'% M);0
Am"l Taa&a Toned :ilk 3E fat
Am"l Gold "ll Cream :ilk $E fat
Am"l *hakti *tandardised :ilk 3E fat
Am"l *mart o"ble Toned :ilk 1.E fat
C$r Pro$(t'0
Am"l :asti ahi 8fresh c"rd9
Am"l 5"tter :ilk
Am"l Lassee
A+$ I(e (rea+'0
Ro,a Treat Ra*ge 8a0bhog> Capp"chino> Chocochips> 5"tterscotch> T"tti
r"tti9
N$t-o-Ma*)a Ra*ge 8a0" rakshi> esar Pista> oasted Almond> esar
Carni+al> 5adshahi 5adam "lfi> *hista Pista "lfi9
Ut'a= Ra*ge 8An0ir> oasted Almond9
?0| P $ %
http://www.amul.com/icecream/nutomania.htmlhttp://www.amul.com/icecream/utsav.htmlhttp://www.amul.com/icecream/nutomania.htmlhttp://www.amul.com/icecream/utsav.html8/12/2019 Consumer Perception Regarding Amul Products in India
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S)+/, De)()o$' Ra*ge 8=anilla> *trawberr#> Pineapple> ose> Chocolate9
Nat$reB' Treat 8Alphanso :ango> resh Litchi> An0ir> resh *trawberr#>
5lack C"rrant9
S$*ae Ra*ge8:ango> 5lack C"rrant> Chocolate> *trawberr#9
M)e**)$+ I(e (rea+ 8Cheese with Almonds> ates with %one#9
M); 8ar'8Chocobar> :ango oll#> aspberr# oll#> *hahi 5adam "lfi>
*hahi Pista "lfi> :awa :alai "lfi> Green Pista "lfi9
Coo Ca*)e'8/range> :ango9
Ca''atta
Tr)(o*e Co*e'85"tterscotch> Chocolate9
Mega)te A+o* Co*e
Fro't);6 3 la#er chocolate 5ar
F$*oo Ra*ge6 ecl"si+el# for kids
S)+S(oo/ Fat Free Fro?e* De''ert8=anilla> 5anana> :ango> Pineapple9
Heat% !sabcool
C%o(oate & Co*#e(t)o*er,0
Am"l :ilk Chocolate
Am"l r"it ) ?"t Chocolate
Am"l Qclairs
8ro>* 8e=erage0
?"tram"l :alted :ilk ood
M); Dr)*;0
Am"l *hakti la+o"red :ilk
?1| P $ %
http://www.amul.com/icecream/simply.htmlhttp://www.amul.com/icecream/nature.htmlhttp://www.amul.com/icecream/millenium.htmlhttp://www.amul.com/desserts-chocolates.htmlhttp://www.amul.com/desserts-chocolates.htmlhttp://www.amul.com/desserts-chocolates.htmlhttp://www.amul.com/icecream/simply.htmlhttp://www.amul.com/icecream/nature.htmlhttp://www.amul.com/icecream/millenium.htmlhttp://www.amul.com/desserts-chocolates.htmlhttp://www.amul.com/desserts-chocolates.htmlhttp://www.amul.com/desserts-chocolates.html8/12/2019 Consumer Perception Regarding Amul Products in India
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Rea, to Ser=e So$/'0
:asti Tomato *o"p
:asti %ot ) *o"r *o"p
?2| P $ %
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8ACKGROUND
C"rrent b"siness scenario is passing thro"gh a marketing era. Conse state F of F the F art plant and meets
AG:A standards. Considered as a basic and essential re it is "sed to enhance the taste of +ario"s dishes like osas> Parathas>
/melettes> Pi&&as> Pa+ 5ha0i and on 5read.
!t is a+ailable in different packs6
1-- gm
-- gm
11- ,.1 gm
2-- gm
?=| P $ %
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AMUL LITE 8READ SPREAD
A delicio"s b"tter s"bstit"te> low in fat> low in cholesterol> it is the prefect wa# to a
health# breakfast. :ost s"itable for health conscio"s people as it has low fat content
and cholesterol.
!t is a+ailable in 6
2-- gm
AMUL PROCESSED CHEESE
:ade from rich cream# milk> 1--E +egetarian ingredients> it makes delicio"s
sandwiches> pa+ bha0i pi&&as and can be "sed in #o"r fa+orite recipes. Am"l
Processed Cheese is prepared "sing f"ll# ripened Cheddar Cheese> which gi+es a
"ni
chapattis and parathas. !t is also "sed to enhance the taste of a whole range of
prod"cts like filling of 5"rgers> *alads> Pakodas and host of other dishes. A+ailable in
3 fla+ors F plain> garlic and pepper.
!t is a+ailable in 6
2-- gm Pepper
2-- gm Plain
2-- gm Garlic
AMUL PI99A CHEESE
?>| P $ %
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The onl# gen"ine :o&&arella cheese made with state F of F the F art technolog#> for
the first time in !ndia.
"e to its stretch abilit#> itRs ideal as a pi&&a topping.
hen baked along with pi&&as> it melts "niforml# and spreads e+enl#.
!t is a+ailable in 6
2- gm
AMUL CHEESE PO"DER
?ot onl# is it the onl# brand of cheese a+ailable in !ndia> it is also the onl# form of
cheese which doesnRt re *alads> 5aked dishes> Pastas> osas etc.
!t is a+ailable in 6
2-- gm
AMUL MALAI PANEER
The first branded and fro&en paneer. :ade from rich Am"l milk to make it etra
malaidar.
!t is a+ailable in 6
1-- gm
2-- gm
1 kg
AMUL NUTRAMUL
??| P $ %
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!t has the highest protein content among brown be+erage powders in !ndia. :akes hot
and cold milk be+erages for children and ad"lts. !t confirms to 5!* "alit# standards.
!t is a+ailable in 6
-- gm
AMUL MITHAEE
:ade from fresh khoa> :aida and s"gar to gi+e it a softer> smoother and richer
tet"re. The highest standards of h#giene are maintained at o"r state F of F the6 art
plant. A+ailable in Sas# /penR tins> which are con+enient and can be opened
an#time> an#place.
!t is a+ailable in 6
-- gm
1 kg
AMUL MITHAI MATE
icher> whiter> free flowing condensed milk. A+ailable in a new eas# to open can.
The prod"ct
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!ts low calorie> high protein content is ideal for diet preparations. Also "sed for
making c"rd and lassi. The prod"ct remains fresh since it is +ac""m packed.
!t is a+ailable in 6
2-- gm
-- gm
1 kg
AMUL CHOCOLATE
!n a range of +ariet# of fla+ors> the# make an ideal gift or treat for someone #o" lo+e.
!t is the onl# chocolate> which comes in an attracti+e cardboard foil packaging. !t is
the first milk chocolate similar to real *wiss chocolates and melts at mo"th
temperat"re.
!t is a+ailable in 6
:ilk> fr"it ) ?"t 2- gm
:ilk *lab 1( gm
5adambar 3 gm
AMULSPRAY
!t reconstit"tes into the most wholesome> n"triti+e milk for infants. :arketed in !ndia
since 3- #ears and is !ndiaRs single largest selling infant food brand.
!t is a+ailable in 6
2-- gm
-- gm
1 kg
AMUL PURE GHEE
?@| P $ %
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:ade from fresh cream> it is rich and ideal for !ndian food preparations like Parathas>
osas> !dlis and for making sweets. :eets AG:A special grade lassi and !ndian desserts. !t is +ac""m packed so that it remains fresh for a long
time.
!t is a+ailable in 6
-- gm
?| P $ %
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SAGAR PURE GHEE
Traditionall# grain# in tet"re> it enhances the fla+o"r of !ndian cooking.
!ts ecellent aroma reminds of the home made Ghee.
:eets AG:A special grade coffee. :ilk
be+erages> breakfast cereals and sweets. !t is made from best refill and tin packaging and si&es
ranging from - gm to 2 kg.
!t is a+ailable in 6
- gm
2-- gm
-- gm
1 kg
?9| P $ %
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AMUL EMMENTAL CHEESE
Preferred b# cheese lo+ers across the world> mmental is the a"thentic *wiss cheeseK
pop"larl# known as SThe Cheese with %olesR. n0o# it with crackers> crispies>
croissants and wine. !tRs the e with g"lab 0am"ns so delicio"s and so soft> the#Rll melt in #o"r mo"th.
!t is a+ailable in 6
2-- gm
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PRO:ECT DEFINITION
:# pro0ect is directed to st"d# the share of A:7LRs prod"cts in the market. 5asicall#
it is a s"r+e# approach and ! ha+e tried m# le+el best to collect data and gen"inel#
applied it to obtain m# pro0ect goal> and pro"dl# ! present it before #o".
!ndian b"siness scenario is impro+ing. ifferent commodities are contrib"ting to
increasing b"siness +ol"me. !n this process companies are str"ggling hard to increase
their commodit# market share and f"rther down their compan# market share. !n food
ind"str# also there is intense competition and different food ind"stries are making
deliberations to impro+e their market share. A:7L is one of them> so ! ha+e selected
A:7L to st"d# its market share in !ndia b# st"d#ing small samples of market in the
cit# of anp"r where ! p"t "p. ! ha+e carried o"t s"r+e#s thro"gh
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COOERATIVE !EVELOMENT
"ring the last si #ears> o"r :ember 7nions ha+e been implementing !nternal
Cons"ltant e+elopment 8!C9 inter+ention for de+eloping self6leadership among
member prod"cers F thereb# enabling them to manage their dair# b"siness efficientl#
leading to their o+erall de+elopment.
"ring the #ear> :ember 7nions contin"ed to implement the mod"le on =ision
:ission *trateg# 8=:*9 for primar# milk prod"cer members ) =illage air#
Cooperati+es. acilitated b# speciall# trained cons"ltants> 1-(1 =illage air#Cooperati+e *ocieties 8=C*9 ha+e alread# cond"cted their =ision :ission *trateg#
orkshops> prepared their :ission *tatements ) 5"siness Plans for net fi+e #ears.
:ember "nions re+iew this b"siness plan e+er# #ear "nder =:* ann"al re+isit
programme and facilitate =C* to prepare action plan for net #ear to propel the
moment"m gained thro"gh =:*.
The =:* mod"le has prompted milk prod"cers to initiate acti+ities at +illages s"ch as
ater management> Planned Animal 5reeding> Animal eed management> !mpro+ed
member ser+ices management> !nformation Technolog# !ntegration and ?etworking>
which ha+e +er# far6reaching and long6term effects on the milk b"siness. This
planned management of milk prod"ction at milk prod"cersR le+el and planned =C*
management will not onl# help prod"cer members to increase economic ret"rns from
their milk b"siness b"t also help =C* management to face competition.
Contin"ing the Cleanliness dri+e at +illage le+el> :ember 7nions ha+e identified )
imparted training to (- Core gro"ps comprised of milk prod"cers and :anagement
of the =C* till :arch 2--$. To enhance the le+el of Cleanliness this #ear (-3
=C* celebrated ed Tag a# on the 2nd of /ctober and the 7nions also awarded
the best performing =C*.
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! am pleased to inform #o" that o"r eports ha+e grown at o+er 13 percent d"ring the
#ear. The #ear ended with an eport t"rno+er of s 134.23 crores which is the highest
e+er b# an# !ndian dair# prod"cts eporter. Cons"mer prod"cts as well as b"lk
powders ha+e contrib"ted e L"cknow and
5hopal markets and the response recei+ed from cons"mers is o+erwhelming. e are
also planning to foc"s on distrib"tion epansion and cons"mer awareness in the
eisting metro markets of olkata> elhi and :"mbai. /"r ob0ecti+e in la"nching
milk in po"ches in these and other markets across the co"ntr# is two6fold. irstl#>
Am"l as a brand has a +er# strong association with li it leads to higher demand and better ret"rns for
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the prod"ce of local dair# farmers F leading to o+erall de+elopment of regional
economies.
INFORMATION TECHNOLOGY INTEGRATION
GC:: has f"rther ad+anced its !nformation Technolog# sol"tions b# enhancing its
c"stomised P *#stem 8!A* ) eb !A*9 to smoothen its s"ppl# chain
management and to impro+e operational efficiencies.
!t has also s"ccessf"ll# deplo#ed process dri+en nterprise eso"rce Planning 8P9
software s#stem at its own "nit> :other air#> Gandhinagar in order to bring
efficienc# in man"fact"ring processes.
/"r ederation has also la"nched a new website www.Am"l.t+ for streaming its
feat"re films> tele+ision shows> ad+ertisements> etc to the !nternet comm"nit#. At
present this page contains feat"re films like :anthan F The Ch"rning and :Am"li
am> !nformation clips like Am"l !ndia *tor# and Am"l Prod"ct T= Commercials>
and entertainment series like Am"l *"rabhi episodes. The idea of this site is to ha+e a
contin"o"s pla# of the abo+e as per the programme sched"le> which will be online
within a short period of time.
CONTESTS AND A"ARDS
hile it is important to ecel in o"r processes of milk collection> processing and
distrib"tion> a long6term relationship with the channel partners and end cons"mers is
indispensable for o"r long6term s"ccess. !n order to generate ecitement among
cons"mers and retailers while reminding them of the significance of Am"l c"lt"re> we
ha+e instit"ted a n"mber of inno+ati+e e+ents.
Am"l *hakti =id#ashree Award was instit"ted d"ring the #ear to hono"r toppers of
selected schools in **C 5oard eaminations. e epect this award to initiate a long6
term association of the in+ol+ed children with the Am"l brand and c"lt"re. The Am"l
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:aharani Contest entered a s"ccessf"l second #ear with the ob0ecti+es of making
women aware of the entire range of o"r prod"cts. Am"l Chef of the Mear Contest was
instit"ted d"ring the #ear with the ob0ecti+e of making hotel chefs o"r brand
ambassadors for instit"tions. ith the ob0ecti+e of increasing the +isibilit# of o"r
prod"cts at retail o"tlets> o"r s"ccessf"ll# contin"ed the Taste of !ndia ispla#
Contest scheme d"ring the #ear. This e+ent has generated a lot of ecitement and
in+ol+ement among retailers across !ndia.
CARRYING THE COOPERATIE MOEMENT FOR"ARD
*ince its inception in 1,4$> the mo+ement called Am"l has represented and
championed the interests and aspirations of millions of +oiceless farmers. !t has
bro"ght stabilit# to their ho"sehold incomes with something to fall back "pon when
income from c"lti+ation and other so"rces fail to meet epectations. !t has gi+en
economic independence to r"ral women F th"s empowering them to feed and ed"cate
her children> incl"ding the girl child. "rther> all these ha+e been done at a minimal
le+el of in+estment. The difference that two milch b"ffaloes or cows can bring to the
li+elihoods of an impo+erished r"ral ho"sehold F gi+en an ass"red market and fair
ret"rns for the prod"ce F is probabl# more significant than an# other r"ral
emplo#ment programme. Am"l has been able to achie+e this. Am"l also pro+ides
wholesome n"trition at +al"e for mone# prices to "rban cons"mers who wo"ld
otherwise onl# know either "nscr"p"lo"s p"r+e#ors of cheap prod"cts of s"spect
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MARKET SCENARIO
anp"r cit# is di+ided into ma0or cons"mption &ones.
Ea't 9o*e
Lal 5angla
Ci+il Lines
Gwaltoli
halasi Line
"e't 9o*e
Go+ind ?agar
a&algan0
*hastri ?agar
idwai ?agar
5arra
Ce*tra 9o*e
?a+een :arket
*waroop ?agar
Ar#a ?agar.
G"mti ?o.
P oad
:cobert Gan0
Nort% 9o*e
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al#anp"r
=ikas ?agar
?awabgan0
A&ad ?agar
*harda ?agar
Compan# 5agh
So$t% 9o*e
:all oad
5irhana oad
Cantonment
*hi+al#a
:eston oad
Ghanta Ghar
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NAME OF DISTRI8UTOR IN KANPUR
*ara Traders.
Ahead o+erseas
5"tter %o"se
=aishna+i nterprises
*achan nterprises
*h"dh :ilk
*. hakle nterprises
ati#ar Transport
.. Traders
G"r" Te0 5ahad"r Agencies
:adam Gog+ind nterprises
*hri 5a0pai Tradering
/: *ai Packaging Bai :a Tapeshwari
*. hakale
eepak nterprises
*hi+a# Agenc#
:aa =aishna+i
Aman Agenc#
Cha"rasia Agenc#
a0endra nterprises
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.. Traders
App" istirb"tors
Tiwari :ilk Traders
Ar"nesh :arketing
:aa ata#a#ni
*hi+ *hanker nterprises
8. C$'to+er Reat)o*'%)/ +a*age+e*t 1CRM6
hen ! accomplished m# market s"r+e# ! had the gated the market where most of
c"stomer belongs and re+isit the market for strengthening o"r relationship with
c"stomer and clarif#ing c"stomer@s do"bts and making then more and more lo#al of
o"r brand. !n this whole process and applied c"stomer relationship management.
hich is made b# +al"e e 5rand image of the prod"ct
+er# good is o"r c"stomer mind beca"se ! fo"nd all s"b dri+ers of 5rand e
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c"stomer brand awareness c"stomer attit"de to ward the brand and c"stomer
perception.
Reat)o*'%)/ E$)t,
Toda# is age of competition e+er# c"stomer wants that better. That mean !f we talk
abo"t :CG prod"cts the stickiness of c"stomer to a special prod"ct is +er# less !
want to share this incase of Am"l> when ! started m# s"mmer training o"r s"ppl# was
not -- ml and 2-- ml.
Pro$(t a$*(%)*g 'trateg,
As we all know 4 P@s of marketing. +er# compan# "se these P@s b"t different manner.
4 P@s are. Prod"ct> Price> Promotion and place.
Pro$(t
Am"l la"nched :"nna> 2-- ml milk po"ch.
Pr)(e
The price of :"nna Packet is s. .- for c"stomers s. .3- for retailers and s.
4.,- for distrib"tor.As we know that the wickets part of a Chain is called strength of
chain.
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S$//, C%a)*
The main thing of s"ppl# chain is distrib"tion.
Compan# istrib"tor hole *eller etailer
C"stomers J Cons"mers
The most important part of s"ppl# chain is retailers beca"se the# are direct related to
the c"stomer. A retailers can p"sh c"stomer to p"rchase a partic"lar prod"ct b#
different wa#.
hen we talk abo"t o"r know prod"ct m"nna a retailer get less margin than an# other
prod"ct of Am"l milk so a retailer chiefl# not p"sh c"stomer to p"rchase prod"ct. !t
ma# be possible that an# other reason wh# o"r prod"ct not s"cceed as epectation.
Pro+ot)o*
A +er# basic thing of promotion of prod"ct is to aware c"stomer to o"r prod"ct for
which a retailer wo"ld be p"shed b# c"stomer to sell o"r prod"ct not a c"stomer
wo"ld be p"shed.
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or awarding c"stomer with o"r prod"ct we m"st do a compan# of ad+ertisement. !t
sho"ld be done before la"nching o"r prod"ct> not after la"nching or 0"st on the da# we
la"nch beca"se it is main reason wh# o"r cons"mer wo"ld be p"shed in place of a
retailer.
e all now o"r
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AMUL SALES TURNOER
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 1225
2008-09 67113 1504
2009-10 80053 1700
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OPPORTUNITY0-
1. Am"l sho"ld tr# to make place in the heart of #o"ng cons"mers.
2. Proper s"ppl# of the prod"cts m"st be ens"red b# "sing sales forecasting.
3. Am"l m"st tr# to cash its strong brand image in r"ral pop"lation.
4. :ore retailers can be added to s"ppl# chain> thro"gh retailer oriented
schemes.
THREATS0-
1. ith the entr# of international pla#ers in market> the game will be harder
to win.
2. etailers are not satisfied b# replacement and profit margins.
3. ?on a+ailabilit# of prod"cts ma# compel the cons"mer to shift to other
prod"cts.
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PRICE LIST OF AMUL AND ITS COMPETITORS
A+$
A+$ D)'tr)$tor @
"%oe Sae
Reta)er Pr)(e R'. Co*'$+er
Pr)(e R'.
Am"l Gold 1 Ltr. 2'.(- 2(.(- 3-.--
Am"l Gold -- ml 11.'- 1$.- 1'.--
Am"l Gold 2-- ml 4.,- .3- $.--
Am"l Taa0a 1 Ltr. 24.2- 2.2- 2$.--
Am"l Taa0a -- ml 11.4- 12.(- 13
Am"l Ta0a 2-- ml 4.2- 4.(- .-
Am"l 5"tter :ilk -- ml .,- $.- '.--
Parag
Parag Reta)er Pr)(e R' Co*'$+er Pr)(e R'
Parag gold 1 ltr 2'.2- 2(.--
Parag gold --ml 14.1- 1.-
Parag tond milk 1ltr 23.2- 24.-
Parag tond --ml 1-.- 11.--
Parag tond 2--ml 4.2- .--
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RESEARCH METHODOLOGY
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RESEARCH METHODOLOGY
A. SIGNIFICANCE OF THE MARKETING RESEARCH
The most important f"nction of management in a organi&ation is to take
correct decision> minimi&ing the risk and "ncertaint# thro"gh rational and scientific
decision making. 5etter and fr"itf"l decision res"lt from the right information abo"t
cons"mer> retailers> competitors and others. Th"s> in this wa# management can be
regards as the game of handling information. !f the manager fails to handle the
information effecti+el#> be is "nable to make the re ao$t ($'to+erB' re'/o*'e
:arketing research helps in sales forecasting and marketing planning. The
researcher makes forecast on the basis of response from c"stomer and
distrib"tion media.
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. To #ore(a't 'ae'
:arketing research help in sales forecasting and marketing planning. The
researcher makes forecast on the basic of from c"stomer and distrib"tion
media.
. To 't$, t%e goo>) o# t%e #)r+ )* (o+/ar)'o* to )t' (o+/et)tor #)r+'.
This helps in re+eling the important information regarding the faith of
c"stomer and retailer faith in the organi&ation> that of competitor organi&ation>
new prod"ct and s"bstit"tes entering the market and their impact the firm@s
prod"ct.
8. MARKETING RESEARCH PROCESS
ffecti+e marketing research in+ol+es the si steps> which is shown in the
pict"re below.
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RESEARCH PROCESS
efine the esearch
Problem ) /b0ect
e+elop the
esearch Plan
ata Collection
ata Anal#sis
Present the indings
:ake the ecision
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METHOD OF STUDY
*ince we know that Am"l has a +er# +ast market share in po"ch milk !nd"str# and it
is good for the compan# that the other compan# presence as well as local made po"ch
milk is +er# less in present.
!n f"t"re compan# wants to maintain of share in this segment. !t will emphasi&e
mainl# to areas.
1. Competition Anal#sis
2. Cons"mer b"#ing beha+ior.
An in order to do same a detailed st"d# needed to be cond"cted. The same was
cond"cted in following manner.
NATURE OF DATA
As we know that there are two t#pes of data.
1. *econdar# ata.
2. Primar# ata.
*econdar# data are data that were collected for another p"rpose and alread# eist
somewhere. Primar# data are data gathered for a specific p"rpose on for a specific
pro0ect. ?o prior st"d# or research on this topic has been cond"cted and the data>
which are needed for this research> was not a+ailable.
*o> when the data do not eist or is inacc"rate !ncomplete> or "nreliable> the
researcher will ha+e to collected> the researcher will ha+e to collect primar# data.
!n lack of an# prior st"d# or research on the topic> main data form was primar#> and
for dong same> we ha+e collected primar# data b# adopting there wa#s.
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. O8SERATION
resh data can be gathered b# obser+ing the rele+ant factors and settings.
/bser+ational research is an important method of research beca"se it is the best wa#
to gain an in depth "nderstanding of the relationship between people and prod"ct is b#
watching them in the process of b"#ing and "sing prod"cts.
:an# large corporation and ad+ertising agencies "se c"lt"ral anthropologists to
obser+e and often +ideotape cons"mer in stores> malls and their own homes i.e. to
engage in ethnographies research "nder this method the information is so"ght b# wa#
off in+estigators own direct obser+ation witho"t asking from the respondent. The
main ad+antage of this method is that s"b0ecti+e bias eliminated> if the obser+ation is
done acc"ratel#. *t"d# being of descripti+e nat"re makes it more s"itable as
compared to other method. /bser+er is free to "se his own wisdom and "nderstanding
of the s"b0ect.
5# watching people obser+ational researcher gain a better "nderstanding of what a
prod"ct s#mboli&ed to a cons"mer and greater insight into the bond between people
and prod"ct that is the essence of brand lo#alt#.
/bser+ational research also pro+ides +al"able inp"t into prod"ct ad+ertising.
2. !UESTIONNAIRE
*"r+e#s are bets s"ited for descripti+e research. Companies "ndertake s"r+e# to learn
people@s knowledge beliefs> preferences and satisfaction> and to meas"re their
magnit"des in the general pop"lation.
!f researcher wishes to ask cons"mer abo"t their preferences> the# can do so in person
b# mail or b# telephone. ach of these s"r+e#s methods has certain ad+antages and
disad+antages that the researcher m"st weigh in selecting the method of contact.
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The one good wa# of doing s"r+e# is b# mailing "estionnaire> mail s"r+e#s are
cond"cted b# sending "estionnaire directl# to indi+id"als at their home or b#
personal contact.
A we ha+e taken both t#pes of
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After deciding on the method of st"d# tool we ha+e designed a sampling plan. As we
know that the sampling plan is an integral component of research design. *pecificall#
it addressed there it is not
necessar# to sample the entire target pop"lation or e+en a s"bstantial portion to
achie+e reliable res"lts. *ample of less than 1E of a pop"lation can after pro+ide
goods reliabilit#> with a credible sampling proced"re.
e ha+e taken sample si&e as
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Gwaltoli 6 4- o"tlets
halasiline 6 4- o"tlets
Sa+/e /ro(e$re
To obtain a representati+e sample a non probabilit# sample of pop"lation got. ! had
been gi+en a pre6decided area to ha+e been co+ered.
CONTACT METHODS
Telephone !nter+iew *ince Telephone inter+iewing is the best method for gathering
information
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DATA ANALYSIS
The milk market of !ndia are and large controlled and go+erned b# the
G:CCL C/:PA?M> Parag. cept these two there is a weak and
limited participation is felt b# the +er# fresh.
*"b0ects the relationships eisting in the proposed data sets *tatistical
t es ts o f the s igni fi ca nc e in o rder to e stab li sh the +al id it# o f thi s
relationship wither to s"pport or re0ect the research h#pothesis.
DataB' /ro(e'')*g )*=o=e'0
16 E)t)*g0
! t i s p ro ce ss of e a mi ne t he co ll ec ted r aw d at a w it h a + ie w o f
deteclomissions and correct them.
126Co)*g0
!t is process of assigning n"merals or other s#mbols to answer.
16 Ca'')#)(at)o*0
! t i s a n a rranging o f data a cc ording to point s o f s imilar it ie s a nd
dissimilarities.
16 Ta$at)o*0
!t is the co"nting of the n"mber of place failing into each class. !t can
be simple or cross6tab"lations.
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1. hat is #o"r a+erage sales per month
a. -6--- s. b. ---61---- s.
c. 1----62---- s d. :ore than 3----s
3E *hop etailers per month sales -6--- s> 2-E *hop etailers per month *ales
---61---- s> 3-E *hop etailers per month *ales 1----62---- s and 1-E *hop
etailer per month *ales :ore then 3---- s.
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2- hich 5rands of Po"ch :ilk ha+e #o" in #o"r shop
a. Am"l b. Parag
c. =erifesh d. /thers
4E *hop etailers ha+e Am"l brand own shop> 3E *hop etailers ha+e Parag
brand own shop> E *hop etailers ha+e =erifresh brand own shop and 1E *hop
etailer ha+e /ther 5rand own shop.
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3. hi ch br and is pref err ed b# c"stomer
a. Am"l b. Parag
c. =erifesh d. /thers
4E C"stomer Preferred b# Am"l> 3E C"stomer Preferred b# Parag> E C"stomer
Preferred b# =erifresh and 1E C"stomer Preferred b# /ther 5rands.
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4. C"st omer opi ni on abo"t Am"l Gol d : ilk
a. Good b. =er# Good
c. cellent
$-E C"stomer opinion abo"t Am"l gold milk is Good> 3-E C"stomer opinion abo"t
Am"l gold milk is =er# Good and 1-E C"stomer opinion abo"t Am"l gold milk is
cellent.
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. A+e ra ge c"stomer demand o f d if fe re nt brands of Go ld :i lk
a. Am"l b. Parag
c. =erifresh d. /ther
A+erage c"stomer demand for Am"l is 4-E> 33E C"stomer prefer Parag> E
c"stomer prefer to "se =erifresh and 22E C"stomer emand for others 5rand milk.
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'. 5est competitors of Am"l God :ilk
a. Parag b. =erifresh
Parag is ,'E competitor of Am"l Gold :ilk and =erifresh is 3E.
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( . hi ch b ra nd pr o+ id es b es t di st ri b" ti on s er +i ce
a. Am"l b. Parag
c. =erifresh d. /ther
4-E Am"l pro+ides best distrib"tion ser+ice> 3E parag> E =erifresh and 2-E
/thers Pro+ide distrib"tion ser+ice.
99| P $ %
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,. To whom do #o" like to deal
a. istrib"tors b. Coman#
4E *hop etailers like distrib"tion ser+ice and E shop retailer like compan#
ser+ice.
100| P $ %
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101/112
1 -. hi ch ti me do #o " p re fe r f or or de r
a. :orning b. After noon
c. +ening
'E etailer Prefer order in morning> 3E Afternoon and 22E e+ening.
101| P $ %
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102/112
11. !s there an# problem regard ing the Am"l Gold :ilk
a. Mes b. ?o
(-E etailers are sa#ing ?o one Problem in Am"l Gold milk and 2-E are sa#s #es.
102| P $ %
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103/112
12. %ow ma n# mi lk brands #o" " sing in sn t.
a. Am"l b. Parag
c. oli
E etailers are "sing Am"l :ilk> 3E Parag and 1-E oli.
10=| P $ %
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13. %ow ma n# pa cket s o f Am"l do #o" s el l da il#
a. Am"l Gold b. Am"l Taa&a
c. Am"l Chil d. 5atter :ilk
4'E Am"l Gold> 32E Am"l Taa&a> 11E Am"l Chil and 1-E 5atter :ilk.
10>| P $ %
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STATEMENT OF FINDINGS & RECOMMENDATION
FINDINGS0
3E *hop etailers per month sales -6--- s> 2-E *hop etailers per
month *ales ---61---- s> 3-E *hop etailers per month *ales 1----6
2---- s and 1-E *hop etailer per month *ales :ore then 3---- s.
4E *hop etailers ha+e Am"l brand own shop> 3E *hop etailers ha+e
Parag brand own shop> E *hop etailers ha+e =erifresh brand own shop and
1E *hop etailer ha+e /ther 5rand own shop.
4E C"stomer Preferred b# Am"l> 3E C"stomer Preferred b# Parag> E
C"stomer Preferred b# =erifresh and 1E C"stomer Preferred b# /ther
5rands.
$-E C"stomer opinion abo"t Am"l gold milk is Good> 3-E C"stomer opinion
abo"t Am"l gold milk is =er# Good and 1-E C"stomer opinion abo"t Am"l
gold milk is cellent.
A+erage c"stomer demand for Am"l is 4-E> 33E C"stomer prefer Parag> E
c"stomer prefer to "se =erifresh and 22E C"stomer emand for others 5rand
milk.
$-E etailers are sa#ing Am"l :ilk is Good> 3'E etailers are sa#ing =er#
Good and 3E etailers are sa#ing cellent.
Parag is ,'E competitor of Am"l Gold :ilk and =erifresh is 3E.
10?| P $ %
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4-E Am"l pro+ides best distrib"tion ser+ice> 3E parag> E =erifresh and
2-E /thers Pro+ide distrib"tion ser+ice.
4E *hop etailers like distrib"tion ser+ice and E shop retailer like
compan# ser+ice.
'E etailer Prefer order in morning> 3E Afternoon and 22E e+ening.
(-E etailers are sa#ing ?o one Problem in Am"l Gold milk and 2-E are
sa#s #es.
E etailers are "sing Am"l :ilk> 3E Parag and 1-E oli.
4'E Am"l Gold> 32E Am"l Taa&a> 11E Am"l Chil and 1-E 5atter :ilk.
106| P $ %
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107/112
SUGGESTIONS AND RECOMMENDATION
1. Gi+e the credit p"rchase facilit# to their reg"lar etailers.
2. As
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SUMMARY
!f we go thro"gh the */T anal#sis of Am"l as a whole then we will find o"t it has a
+er# good standing at market place and Am"l also has +er# good corporate image
among present companies and. !t sho"ld cash his image b# effecti+e "sing of
marketing mi.
The research which we ha+e cond"cted we fo"nd that if Am"l wants to stand in top
position he has to maintain himself in some areas.
Ad+ertising fre as
compared to other competitors.
%owe+er> Am"l has +er# good brand image and corporate image too. 5"t still Am"l is
not able to cash all the opport"nit#> which eists in the market.
10| P $ %
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109/112
ANNEXURE
!UESTIONNAIRE
Na+e o# Reta)er0 UUUUUUUUU......................................................................
Na+e o# Reta) S%o/0....UUUUUUUUUUUUUUUUUUUUUUUU
Are''0UUUUUUUUUUUUUUUUUUUUUUUUUUUUUU
Co*ta(t No0UUUUUUUUUUUUUUUUUUUUUUUUUUUU.
1. hat is #o"r a+erage sales per month8a9 - 6--- s. 8b9 ---61---- s.
8c9 1----62---- s. 8d9 more than 3---- s.
2. hich brands of po"ch milk ha+e #o" in #o"r shop
8a9 Am"l 8b9 Parag
8c9 +erifresh 8d9 /thers
3. hich brand is preferred b# c"stomer
8a9 Am"l 8b9 Parag
8c9 =erifresh 8d9 /thers
4. C"stomers opinion abo"t Am"l Gold milk
8a9 Good 8b9 =er# good 8c9 cellent
. A+erage c"stomer demand of different brands of Gold milk
8a9 Am"l 8b9 Parag
8c9 =erifresh 8d9 /thers
109| P $ %
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$. istrib"tion of Am"l Gold milk
8a9 Good 8b9 =er# Good 8c9 cellent
'. 5est competitors of Am"l Gold milk
8a9 Parag 8b9 =erifresh
(. hich brand pro+ides best distrib"tion ser+ice
8a9 Am"l 8b9 Parag
8c9 =erifresh 8d9 /thers
,. To whom do #o" like to deal
8a9 istrib"tors 8b9 Compan#
1-. hich time do #o" prefer for order
8a9 :orning 8b9 After noon 8c9 +ening
11. !s there an# problem regarding the Am"l Gold milk
8a9 Mes 8b9 ?o
12. %ow man# milk brands #o" "sing !nsnt.
a. Am"l b. Parag c. oli
13. %ow man# packets of Am"l do #o" sell dail#
a. Am"l Gold b. Am"l Taa&a
c. Am"l Chil d. 5atter :ilk
110| P $ %
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14. hat does think abo"t s"ppl# of Am"l is it timel# or late. !t comes before Parag
or not
..........................................................................................................................................
..........................................................................................................................................
1. ! am gi+ing a scheme is 3 child free in $- packets or ! child in 3- packet of
child #o" getting it
..........................................................................................................................................
..........................................................................................................................................
111| P $ %
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112/112
8I8LIOGRAPHY
REFERENCE 8OOKS0
:arketing esearch 8A"thor 6 G C 5eri9
8P"blished b# Tata :cGraw %ill P"blishing Co. LT.> ?ew
elhi9
Third dition82--29
:arketing :anagement 8A"thor F a0an *aena9
8P"blish b# Tata :cGraw %ill P"blishing Co. LT.> ?ew elhi9
*econd dition82--19
:arketing :anagement 8A"thor6 Philip otler9
8P"blish b# Pren Tice6hall of !ndia P=T. LT.> ?ew elhi9
?inth dition
esearch :ethodolog# 8A"thor F 5handrai9
Print 2--4> second edition