Executive Summary

Amul is an Indian dairy cooperative, based at Anand in the state of Gujarat, India.
The co-operative was initially referred to as Anand Milk Union Limited hence the
name AMUL.
Formed in 1946, it is a brand managed by a cooperative body, the Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by
3 million milk producers in Gujarat.
The project is about the study of impact of Sales, Promotion & Market Research for
fresh products category in Gujarat Co-operative Milk Manufacturing Federation
Limited (GCMMF Ltd.).

AMUL is a brand whose success has not only been

emulated in India but serves as a model for rest of the World. Its product range
comprises milk, milk powder, health beverages, ghee, butter, cheese, Pizza cheese,
Ice-cream, Paneer, chocolates, and traditional Indian sweets, etc.
In the duration of two months, lot of exposure was obtained in Direct Sales, market
research in form of surveys & promotion of products into the market. Market survey
was regarding procurement of statistical data from the market like quantity of Amul
products sold into the market, analysis of such data to obtain knowledge of volume
of Amul products & other brands sold into the market, etc.
It was observed that in some parts of the city, Market Share of Amul Milk was 30%.
This means that 30% of total milk sold was of brand Amul. The main reason for such
a high market share was efficient distribution channel in the particular area. This
information was obtained by conducting survey of retail shops in Navi Mumbai by
using Interview Schedule Method.
Public Relation activity included spreading the importance of consuming milk every
day. Also it included spreading awareness about health hazards of consuming loose
milk. It was observed that large numbers of people are unaware about the
importance of consuming processed milk.
In promotional activities, effect of changing of prices of products was studied.
Changing consumer behavior pattern due to change in offers on the products was
also studied & it was observed that behavior of customers were different for offers

like for example 20% off on certain product rather than providing free samples on
purchase of some product.
The distribution system of Amul was studied from the point of packaging of the
product till it reaches the end consumer & the problems in distribution system were
analyzed.