Annexure ‘A’

Cover Page

Project Report On

“TO FIND OUT CONSUMER PREFERENCE AMONG DIFFERENT VARIANT

OF AMUL DAHI IN PUNE CITY”

(TITLE OF THE PROJECT IN CAPUTAL LETTER)

SUBMITTED TO

BALAJI INSTITUTE OF INTERNATIONAL BUSINESS

BY

NIKHIL ANAND

(NAME OF THE STUDENT IN CAPITAL LETTER)

SRI BALAJI SOCIETY

BALAJI INSTITUTE OF INTERNATIONAL BUSINESS

S.NO – 5/2-7, TATHAWADE, WAKAD.PUNE 411033

 Annexure B

(Title Page)

“TO FIND OUT CONSUMER PREFERANCE AMONG DIFFERENT OF AMUL

DAHI IN PUNE CITY”

(Font Size 18)

A SUMMER PROJECT REPORT

(Font Size 14)

Submitted By:

(Font Size 14 italics)

NIKHIL ANAND

ROLL NO: IB1715137

In Partial fulfilment of the requirement for the award of the Post Graduate
Diploma in Management

PGDM (INTERNATIONAL BUSINESS)

IN

INTERNATIONAL BUSINESS

BALAJI INSTITUTE OF INTERNATIONAL BUSINESS (BIIB)

S.No 55/2-7, Tathawade ,Wakad, Pune 411033

 PREFACE

The PGDM programme is well structured and integrated course of business studies.
The main objective of practical training at PGDM level is to develop skill in student
by

training helps to gain real life knowledge management about the industrial
environment and business practices. The PGDM programme provides students with a
fundamental knowledge of business and organisational function ad activities as well
as exposure to strategic thinking of management.

In every professional course, training is an important factor. Professors give us

theoretical knowledge of various subjects in the college but we are practically
exposed of such subjects when we get training in the organisation. It is only the
training through which I come to know that what an industry is and how it work. I
learnt about various operations being performed in the industry, which would in
return help me in the future when I will enter the practical field.

Training is an integral part of PGDM and each and every student has to undergo the
training for the 2 months in a company and then prepare a project report on the same
after the completion of training.

During this whole training I got a lot of experience and came to know about the
management practices in real that hoe it differ from those of theoretical knowledge
and the practically in the real life.
In today’s globalise world, where cutthroat competition is prevailing in the market,
theoretical knowledge is not sufficient. Beside this one need to have practical
knowledge, which would help an individual in his/her carrier activities and it is true
that ‘’Experience is the best teacher’’.
 ACKNOWLEDGEMENT

With immense pleasure, I would like to present this project report for Gujarat Co-
operative Milk Marketing Federation Ltd. It has been an enriching experience for me
to undergo my summer training at ‘’GCMMF”, which would not have possible
without the support of the people around me. As a student of ‘’Balaji institute Of
International Business’’, Pune I would like to express my sincere thanks to all those
who helped me during my training programme.

I would like to express my warm gratitude to all those who gave me the
encouragement to complete this project. I would like to thank my college authorities
and Director Dr.Suresh Chandra Padhy’’, for providing me the opportunity to work
with the prestigious organisation.

My sincere and deepest thanks to Mr.Srikant Sir, faculty member of Balaji Institute
of International Business, Pune for having given his valuable time to me and for all
guidance given in executing the project as per requirement.

I would like to give my special thanks to my parents, their love, support, and blessing
which enabled me to complete this Project work.

However, I accept the sole responsibility for any possible error of omission and would
be extremely grateful to the readers of this project report if they bring such mistakes
to my notice.
 Annexure ‘C’

CERTIFICATE

Date: -_/_/2018

TO WHOMSOEVER IT MAY CONCERN

This is to certify that the project title “______________________________” was

done by “_________”(name of the student) of Two Year Full Time Post Graduate
Diploma in Management- PGDM (Marketing/International Business/Finance) from
Balaji Institute Of International Business Pune. He carried out the project work as
part of her PGDM course from _/_/2018 to _/_/2018 at GCMMF Ltd. (Amul) , Pune
Branch.

We found him to be sincere and dedicated during the project work.

We wish him success in all future endeavours.

Place:

Date:

Sign of the official and seal of the company

EXECUTIVE SUMMARY
In today’s competitive world while entering in the market it is very necessary to have
good knowledge of the potential of a particular market. The information regarding the
activities of competitor’s existing in the market so that we can plan our each activity
according to that. It is also necessary to retain the existing customer apart from
attracting the new customer.

The project is concern with the findings of the consumer preference among different
variant of Amul dahi in Pune city. The project included as a part of MBA programme
and the project is done from 4th May to 30th June.

1.1 Title:
‘’To find consumer preference among different variant of Amul dahi’’

1.2 Organisation:
‘’Gujarat Co-operative Milk Marketing Federation (GCMMF), Anand
Gujarat”

Objective of the study:

1. To study the consumption pattern of AMUL dahi in Pimple Saudagar.

2. To find out factors affecting the consumption of AMUL dahi
3. To find out most preferred variant of AMUL dahi.
4. Factors affecting the sales of AMUL dahi

Hypothesis:

a. H0: Amul Masti is most preferred brand among the consumer

b. H1: AMUL masti is not preferred brand among consumer
c. H0: Price affect the sale of AMUL dahi
H1: Price does not affect the sale of dahi.
d. H0: There is a positive relationship between net quantity available and sale
H1: Quantity doesn’t affect the sale of dahi
e. H0:Profit margin affect the sales of dahi
H1: Profit margin doesn’t affect the sale of dahi
f. H0: Replacement policy affect t the sale
H1: Replacement policy doesn’t affect the sale of dahi
1.3 Research Methodology:

Research type was descriptive. The research was done through retailers and
customers. I have collected primary data through the questionnaire which was r
website.
Sampling done is non probability. The type of sampling method was Judgemental
sampling.

1.5 Findings:

 Amul masti dahi is most proffered brand among consumer and customer
both
 Due to lack of margin and replacement policy retailer don’t want to keep
dahi
 Availability of dahi the market plays a major role in sales of AMUL dahi.
 Retailer mainly store Dahi of nestle, mother dairy, govind due to profit
margin.

As per the findings AMUL is still the market leader. Awareness of Amul dahi is
excellent but the acceptance is low because the sake is totally depends upon the
retailer.

1.6Data Analysis:

The data analysis has done area wise. It give the idea about the competition of
Amul dahi. It also give the idea regarding the market share.

1.7Conclusion:

It was concluded that Amul Dahi i.e. Masti Dahi(pouch) has a high potential in
the market and it is known to its customers but still its acceptance is low as other
competitors present in the market gives more margin to the retailer and as a result
retailer mainly promote other brand.
2.1 CONTEXT OF THE TOPIC:

The dairy industry mainly runs on the factors such as availability, service,
affordability, taste, and marketing. Availability plays a vital role because purchasing
power depends upon availability of the product and for that distributors and retailers
service matters a lot. Retailing include all the activity in selling goods directly to the
customers

Retailers are the part of dahi market channels and perform the work of moving good
from distributors to customer. It overcomes the time, place, and possession gap that
separates goods and services from those who need them. Retailers as member of
marketing channel perform a number of key functions (physical, title, promotion).

My project mainly deals with the consumer perception and preference of AMUL dahi.
For that i have to visit the different retail outlets and also interact with the customers.
During the interaction with customer my main intention was to know about their
perception regarding AMUL dahi such as in terms of quality, taste, price, availability,
reason of using other brand of dahi, their complaint.

During the interaction with the retailer my intention was to find out the sale of dahi
from that outlet and out of total sale how much is of AMUL dahi. I have also to find
the reason if any retail outlet is not keeping AMUL dahi his shop.

In order to cover this, we have been divided into groups of two students and assigned
a specific area. The area assigned to me was Pimple Saudagar. I with my partner visit
different retail outlet and also interact with the customer.

We have also done promotion of AMUL dahi near the outlet who don’t keep it in their
shop so as to increase the availability and sale of dahi.

During the promotion we also make people aware about the nutrient such as protein,
energy they will get after consuming the dahi.
Sales promotion efforts are directed at final consumer and designed to motivate and
remind them of the goods and receives that are offered.

Introduction to Indian Diary Associations

3.1 Chapter 1- Introduction to Indian Dairy Association (IDA)

IDA has been established in the year 1948 as the apex body of the dairy industry
in Indian Executive Committee..CEC is headed by the President also with two
Vice President along with 19 other member.IDA has emerged as a important
platform for policy making in the Dairy Industry.IDA head quarter is located in
Delhi. The objective of IDA involve advancement of dairy science and industry
farming animal husbandry, animal sciences and its branches including dairy
farming and research on breeding and management of animal livestock.

3.2 Introduction to Indian Dairy Industry

India is the largest milk producer in the entire globe.India is well known
Oyster of the global dairy industry.The dairy industry in India has been
witnessing rapid growth with liberalisation, as economy provide good
opportunities to MNC and foreign investor to release the full potential of
the industry.The main objective of the Indian Dairy Industry is to manage
the national resources in order to enhances the milk production and
upgrading the milk processing using innovative technologies. The Indian
Dairy market reached a value of 7000 billion by 2016 with a CAGR of
13%The market is expected to reach a value more than INR 16000 billion
by 2020https://www.statista.com/statistics/668782/curd-as-a-dairy-market-
share-by-regions-india/

3.3 SIZE OF THE INDUSTRY: More than 10 million dairy farmers belong to
96,000 local dairy cooperatives, who sell their products to 170 milk producers
cooperative union who in turn supported by 15 state cooperatives.

3.4 GEOGRAPHICAL DISTIBUTION: Delhi, Punjab, Mumbai, Gujarat, Surat,

Lucknow, Bihar, Hyderabad.

3.5 MARKET CAPITALISATION: The industry contributes about Rs. 1,25,900cr

to the national economy.

Sources:http://www.indianmirror.com/indian-industries/dairy.html
 CO-OPERATIVE UNIONS:

Backward integration of the process led the cooperatives to advance in animal

husbandry and veterinary practice. The system succeeded mainly because it provides
an assured market at remunerative prices for producers’ milk besides acting as
channel to market the production enhancement package. What’s more it doesn’t
disturb the agro system of the farmer. It also enables the consumer to access the high
quality of milk and milk products. The system ensures that profit directly goes to
participants rather than the middle man.

Dairy co-operatives accounts for major share of processed liquid milk market. The
milk is processed and marketed by 170 milk producer’s co-operative union, which
goes into 15 state milk co-operative federation. NDDB supports the functioning of the
dairy co-operatives by providing the financial and technical assistance, ensuring a
better future for the Indian farmers.

Over the year the brands created by the co-operatives have become synonymous with
value and quality. Brands like Amul (GCMMF), Vijaya (AP), Verka (Punjab), Saras
(Rajasthan) and Gokul (Kolhapur) are among those who have earned confidence.

“Some of the major Dairy Co-operatives federation”

 Andhra Pradesh Dairy Development Co-operative Federation Ltd (APDDCF)

 Bihar State Co-operative Milk Producers Federation Ltd (COMPFED)
 Gujarat Co-operative Milk Marketing Federation (GCMMF).
 Haryana Dairy Development Co-operative Federation (HDDCF)
 Himachal Pradesh State Co-operative Milk Producers Federation Ltd
(HPSCMPD)
 Karnataka Co-operative Milk Producers Federation Ltd (KCMPD)
 Kerala State Co-operative Milk Marketing Federation Ltd (KCMMF)
 Madhya Pradesh State Co-operative Dairy Federation Ltd (MPSCDF)
 Maharashtra RajyaSahkariMaryaditDugdhMahasangh
 Orissa State Co-operative Milk Producers Federation Ltd (OMFED)
 Punjab State Co-operative Milk Producers Federation Ltd (MILKFED)
 Pradeshik Co-operative Dairy Federation Ltd (UP) (PCDF)
 Rajasthan Co-operative Dairy Federation Ltd (RCDF)
  Tamilnadu Co-operative Milk Producers Federation Ltd (TCMPF)

The Dairy Co-Operative Network:

Include 170 milk unions Operates in over 338 districts Covers nearly 108574 village
level societies Is owned by 12.67 million farmer members

Apart of making India self-sufficient in milk, these Dairy Co-operatives have also
made our country as the largest milk producing nation in the world.
GCMMF (Gujarat Co-operative Milk Marketing Federation)
GCMMF (GUJARAT CO-OPERATIVE MILK MARKETING FEDERATION)

Is India’s largest food product marketing organisation with annual turnover US$ 4.1
billion (2016-2017).Its daily milk procurement is approx. 18 million lits of milk per
day from 18549 village milk cooperative societies 18 members union covering 33
districts, and 3.6 million milk producer member. It is the apex body of the Dairy
Cooperatives of Gujarat, popularly known as AMUL. It is exclusive marketing
organisation of “AMUL” and ”SAGAR”.It operates through 56 Sales Offices and has
a dealer network of 10000 dealers and 10 lakh retailer one of the largest network in
India.GCMMFis India’s largest exporter of Dairy Products. Has been accorded as
“Trading House” status. Many of the products are available in USA, Gulf Countries,
Singapore, Japan, China, and Australia.

GCMMF has received a numerous awards over the year:

 Received APEDA Award from Government Of India for Excellence in Dairy
Products Export for over last 16 years.
 For the 2009-10 GCMMF has been awarded “GOLDEN TROPHY” for its
outstanding export performance and contribution in Dairy sector by APEDA.
 Rajiv Gandhi National Quality Award in 1999.
 Bagged India’s Most Respected Company Award instituted by Business
World.
 In 2003, it was awarded the The IMC Ramkrishna Bajaj National Quality
Award - 2003 - certificate of merit- for adopting noteworthy quality
management for logistic and procurement.
 GCMMF is the first and only Indian organisation to win topmost International
Dairy Federation Marketing Award for probiotic ice cream launch in 2007.
 For the innovations, GCMMF has received AIMA-RK Swamy High
Performance brand award 2013 and CNN-IBN Innovating for better tomorrow
award in 2014.
 World Dairy Innovation Awards- 2014 for Best Marketing Campaign - "Eat
Milk with Every Meal".
 For the tree plantation activity GCMMF has received seven consecutive Good
Green Governance award from Srishti during 2007 to 2013.
  GCMMF - An Overview:

Year of Establishment 1973

Members 18 District Cooperative Milk Producers' Unions

No. of Producer Members 3.6 Million

No. of Village Societies 18,549

Total Milk handling capacity per day 30 Million liters per day

Milk Collection (Total - 2016-17) 6.44 billion liters

Milk collection (Daily Average 2016-17) 17.65 million liters

Cattle feed manufacturing Capacity 7800 Mts. per day

Sales Turnover -(2016-17) Rs. 27043 Cores (US $ 4.1 Billion)

 Our Member Unions:

1. Kaira District Cooperative Milk Producers' Union Ltd., ANAND
2. Mehsana District Cooperative Milk Producers' Union Ltd, Mehsana
3. Sabarkantha District Cooperative Milk Producers' Union Ltd., Himatnagar
4. Banaskantha District Cooperative Milk Producers' Union Ltd., Palanpur
5. Surat District Cooperative Milk Producers' Union Ltd., Surat
6. Baroda District Cooperative Milk Producers' Union Ltd., Vadodara
7. Panchmahal District Cooperative Milk Producers' Union Ltd., Godhra
8. Valsad District Cooperative Milk Producers' Union Ltd., Valsad
9. Bharuch District Cooperative Milk Producers' Union Ltd., Bharuch
10.Ahmedabad District Cooperative Milk Producers' Union Ltd.,Ahmedabad
11. Rajkot District Cooperative Milk Producers' Union Ltd., Rajkot
12. Gandhinagar District Cooperative Milk Producers'Union Ltd.,
Gandhinagar
13. Surendranagar District Cooperative Milk Producers' Union Ltd.,
Surendranagar
14. Amreli District Cooperative Milk Producers Union Ltd., Amreli
 15. Bhavnagar District Cooperative Milk Producers Union Ltd., Bhavnagar
16. Kutch District Cooperative Milk Producers' Union Ltd., Anjar
17. Junagadh District Cooperative Milk Producers' Union Limited,Junagadh

SALES TURNOVER:

Sales Turnover Rs (million) US$ (in million)

1994-95 11140 355

1995-96 13790 400

1996-97 15540 450

1997-98 18840 455

1998-99 22192 493

1999-00 22185 493

2000-01 22588 500

2001-02 23365 500

2002-03 27457 575

2003-04 28941 616

2004-05 29225 672

2005-06 37736 850

2006-07 42778 1050

2007-08 52554 1325

2008-09 67113 1504

2009-10 80053 1700

2010-11 97742 2172

2011-12 116680 2500

2012-13 137350 2540

2013-14 181434 3024

2014-15 207330 3410

Sales Turnover Rs (million) US$ (in million)

2015-16 229720 3500

2016-17 270850 4100

Sources:http://www.amul.com/m/organisation

AMUL Story
 It all began when milk became a symbol of protest
 Founded in 1946 to stop the exploitation by middlemen
 Inspired by the freedom movement

The seeds of this unusual saga were sown more than 65 years back in Anand, a
small town in the state of Gujarat in western India. The exploitative trade
practices followed by the local trade cartel triggered off the cooperative
movement. Angered by unfair and manipulative practices followed by the
trade, the farmers of the district approached the great Indian patriot
SardarVallabhbhai Patel for a solution. He advised them to get rid of
middlemen and form their own co-operative, which would have procurement,
processing and marketing under their control.

In 1946, the farmers of this area went on a milk strike refusing to be cowed
down by the cartel. Under the inspiration of Sardar Patel, and the guidance of
leaders like Morarji Desai and Tribhuvandas Patel, they formed their own
cooperative in 1946.

This co-operative, the Kaira District Co-operative Milk Producers Union Ltd.
began with just two village dairy co-operative societies and 247 litres of milk
and is today better known as Amul Dairy. Amul grew from strength to
strength thanks to the inspired leadership of Tribhuvandas Patel, the founder
Chairman and the committed professionalism of Dr. VargheseKurien, who
was entrusted the task of running the dairy from 1950.
 The then Prime Minister of India, LalBahadurShastri decided that the same
approach should become the basis of a National Dairy Development policy.
He understood that the success of Amul could be attributed to four important
factors. The farmers owned the dairy, their elected representatives managed
the village societies and the district union, they employed professionals to
operate the dairy and manage its business. Most importantly, the co-operatives
were sensitive to the needs of farmers and responsive to their demands.

At his instance in 1965 the National Dairy Development Board was set up
with the basic objective of replicating the Amul model. Dr. Kurien was chosen
to head the institution as its Chairman and asked to replicate this model
throughout the country.http://www.amul.com/m/about-us

 Operating Analysis:

Amul’s only source of raw material is Village Milk societies. Milk is bought from
such village milk societies every morning and evening. This milk is then sent to
the dairy plant. In the dairy plant the milk is processed i.e. it is made free from
germs and then converted into different products such as Dahi, Panner, Chesses,
Butter Milk and many more.

Collection of Milk

1. Electronic Milk Test

2. Methylene Blue Reduction Test

Purchasing and Standardization Process

 Separation Process

Preparation of Dahi

Quality Check

Packaging Process

Cold Storage

Distribution Network:

Most producers work with the marketing intermediaries to bring their products the
market. The marketing information make up a marketing channel also called
distribution channel. Distribution channels are set of interdependent organization
involved in the process of making a product or service for the available for the use of
consumption.

The Head Office of GCMMF is located in Anand. The entire market is divided in 5
zones. The zonal office is located at Ahmedabad, Mumbai, New Delhi, Kolkata and
Chennai. Moreover there are 49 depots located across the country and GCMMF caters
to 13 Export.

GCMMF has an excellent distribution. It is its distribution channel, which has made it
so popular. GCMMF’s products like milk and milk products (dahi, panner, butter
milk) in fresh segments are perishable. It becomes much important for them to have a
good distribution network.

Distribution Chart

Products

Agents

Distributor

Retailer

Consumer

Managing Competition:

The Indian market is dominated by number a large number of small local and regional
players. In the organised segment significant brands in terms of Dahi are Nestle,
Mother Dairy, Govind, Golkul. GCMMF is facing very tough competition from both
in and outside India.

Amul combats its competitors by providing quality products at reasonable cost. Along
with good quality and price the packaging is very good. These all helps the GCMMF
(Amul) to leave its competitors a tough time. Amul has a very strong image in the
domestic as well as in foreign market.

Areas of Operation:

Beside India AMUL has also entered overseas market such as Mauritius, UAE, USA,
Bangladesh, Sri Lanka, China, Hong Kong, Switcherland, Australia.

Achievement and Awards:

Amul Asia’s largest dairy co-operative was created way back in 1946, to make the
milk seller self-reliant and conduct milk business with pride. Auml has always been
the trend in bringing and adopting the most modern technology to door steps to rural
farmer.

AMUL has created history in following areas:

 First self-motivated and autonomous farmers “organisation comprising of

more than 500000 marginal milk producers’’
 Created Dairy co-operative at village level functioning with milk collection
centres owned by them.
 Computerised milk collection system with the electronic scale and
computerised accounting system.
 The first organisation to get ISO 9000 standard for its farmer’s co-operatives.
 First to produce milk powder from surplus milk. Amul is the live example of
how co-operation amongst the poor marginal farmer can provide means for the
socio-economic development of the under privileged marginal farmer.

Awards:

Amul co-operative society and its co-operation has led many different awards in its
favour.

 Magsaysay award for community leadership presented in manila.

 Philippines to Shri Tribhubhan Das Patel, Shri D N Khurody and Shri V,
Kurien.
 GCMMF has received Bronze Trophy at the Indian Marketing Awards-2014

GCMMF- Finalist in World Beverages Innovation Awards-2014

GCMMF received APEDA Awards for 16 years continuously

Amul wins World Dairy Innovation Awards-2014

Amul receives Srishti Good Green Governance award for the year 2013

GCMMF receives Prestigious CNN-IBN Innovation for a Better Tomorrow

Award

ET-Corporate Citizen Award of the Year 2010-11 toGCMMF

Amul receives Green Globe Foundation Awards

Amul bags International Federation Awards

Rajiv Gandhi National Quality Award

Products of AMUL:

 Dahi
 Milk
 Panner
 Butter Milk
 Ice-cream
 Ghee
 Milk Powders
 Chocolates
 Fresh Cream
 UHT Milk
 Amul Pro
 Lactose Free Milk
 Mithai Range

Exports:
 GCMMF is India's largest exporter of Dairy Products. It has been accorded a "Trading
House" status. GCMMF has received the APEDA Award from Government of India
for Excellence in Dairy Product Exports for the last 13 years.

The major export products are:

Consumer Packs

 Amul UHT Milk (Long Life)

o Amul Gold Extra Cream Milk
o Amul Taaza Full Cream Milk
o Amul Slim and Trim Milk
 Amul Pure Ghee
 Amul Mithaee Gulabjamun
 Nutramul Brown Beverage
 Amul Fresh Cream
 Amul Kool Beverages
o Flavoured Milk
o Butter Milk
o Lassee
 Amulspray
 Amul Butter
 Amul Shrikhand
 Amul Cheese
 Amul Malai Paneer
 Amul Ice Cream

Bulk Packs

 Amul Skimmed Milk Powder

 Amul Full Cream Milk Powder

Many of AMUL products are now available in in different countries.

Sources: http://www.amul.com/m/exports

AMUL MODEL
 Establishment of a direct
linkage between milk
producers and consumers by
eliminating middlemen

 Milk Producers (farmers)

control procurement,
processing and marketing

 Professional management
The Amul model has helped India to emerge as the largest milk producer in the world.
More than 15 million milk producers pour their milk in 1,44,500 dairy cooperative
societies across the country. Their milk is processed in 184 District Co-operative
Unions and marketed by 22 State Marketing Federations, ensuring a better life for
millions.
Sources: http://www.amul.com/m/about-us
 Product Profile

Amul Masti Dahi

Masti dahi in cup masti dahi in PolyPack

Product Details
Product Name Amul Masti Dahi
Description Curd made from Pasteurised Toned Milk
Packing Poly Pack - 200 gm, 400 gm, 1 kg *
PP Cup - 200 gm, 400 gm, 100 gm *
 * In Selected markets only
Product Specifications
Composition
Nutritional
Nutritional Information*
Information

Amount per 100 g

Energy 62 kcal

Energy from Fat 28 kcal

Total Fat 3.1 g

Saturated fat 1.9 g

Cholesterol 8 mg

Total Carbohydrate, g 4.4 g

Added Sugar 0g

Protein 4.1 g

Calcium 183 mg

Phosphorus 158 mg

Sodium 61 mg
 Thiamine 51.5 mcg

Riboflavin 146 mcg

Niacin 122 ncg

Folic Acid 9.2 mcg

Vit. A (Retinol) 65 mcg

Not a significant source of Vitamin C, Iron and Dietary fiber.

*Approx. values

Shelf Life Poly Pack - 7 Days from the date of packaging PP Cup - 15
Days
Storage condition Under Refrigeration (Below 8C)
Product Features
 Dahi or Curd plays a key role in the Indian diet and in preparation of delicious
dishes like Dahi Wada, Dahi BatataPuri, Dahi Rice, Dahi Idli, Dahi Raita,
Kadhi and Muglai Food.
 It is ideal meal accompaniment and is delicious as well as nutritious by itself
too. It is also used to marinate veg. and non-veg. dishes.
 Dahi is well known for its nutritive values.
 The answer to making great tasting dishes is fresh, creamy and good quality
dahi - "Amul Masti Dahi."

"AMUL MASTI" Dahi:

 Making fresh Dahi is cumbersome, time consuming chore and can cause great
embarrassment to the house wife when it is not prepared properly.
  Dahi prepared by local shop owners or at home varies in terms of quality &
culture used.
 Amul Dahi is prepared in controlled conditions i.e. maintaining proper
temperatures to grow beneficial bacteria and to avoid growth of harmful
bacteria.
 It is difficult to maintain controlled conditions at Home or at local shop level.
 Many times the quality of Dahi available from the local market is far from
satisfactory and often found to be contaminated as the culture used do not
contain 100% beneficial bacteria.
 AMUL Masti Dahi is a pasteurized product i.e. free from unwanted bacteria.
 AMUL Masti Dahi is prepared with selected culture having pro health
bacteria. The culture is developed after in depth research.

Superiority of Amul Masti Dahi:

 Amul Masti Dahi is prepared from purest, freshest pasteurized milk and it is
free from added sugar.
 What's more, Amul Masti Dahi doesn't contain any preservatives.
 Amul Masti Dahi is prepared from certified and selected bacterial culture
which gives excellent curd.
 Amul Masti Dahi is hygienically processed and packed in a reusable plastic
tub as well as convenient pouch and thus free from possible adulteration.
 Amul Masti Dahi is high on nutrition and taste.
 Thick, creamy Amul Masti Dahi has a rich, glossy texture. Food tastes even
more delicious at the snap of your fingers.
 The live microflora in Amul Masti Dahi helps the digestive system and
enhances the immune system's ability to fight harmful organisms. It improves
the body's natural defenses and helps keep the body functioning at its best.
 Amul Masti Dahi having a probiotic nature contains live bacterial culture
which increases milk digestibility, quickens recovery from certain types of
diarrhea, skin infections, enhances immune function of the body and
encourages the body to function in the best possible and most natural way.
  Amul Masti Dahi contains all goodness of milk such as proteins,
carbohydrates, fats, calcium, phosphorous, magnesium, zinc, iodine and
vitamins.
 Lactic acid in Amul Masti Dahi is helpful in absorption and utilization of
calcium.
 Amul Masti Dahi is a quality product from the house of "Amul" at affordable
price which gives "value for money".

Product Application

 Direct consumption
 Making of :Lassee, Dahi Wada, Dahi BatataPuri, Dahi Rice, Dahi Idli, Dahi
Raita, Kadhi and Muglai Food.
 To marinate veg. and non-veg. dishes

Available in (Segments/Markets)

Amul Masti Dahi is widely available in: Gujarat, Delhi & NCR, Western UP,
Mumbai, Pune, Nagpur, Raipur, Udaipur, Jodhpur, Jaipur, Indore, Bhopal, Chennai,
Banglore/
Objective of the Project:

The main objective of the Study can be listed as follows:

 To find the consumer and retailer preference among different variant of dahi.
 To find the problems faced by the retailer while selling the dahi.
 To collect the information about the competitor of AMUL

B. Secondary Objective:

 To organise sales promotional activities to improve the sales of dahi

Hypothesis used:

a. H0: Amul Masti is most preferred brand among the consumer

H1: AMUL masti is not preferred brand among consumer
b. H0: Price affect the sale of AMUL dahi
H1: Price tzdoes not affect the sale of dahi.
c. H0: There is a positive relationship between net quantity available and sale
H1: Quantity doesn’t affect the sale of dahi
d. H0:Profit margin affect the sales of dahi
H1: Profit margin doesn’t affect the sale of dahi
e. H0: Replacement policy affect t the sale
H1: Replacement policy doesn’t affect the sale of dahi

Data collection method:

For the accumulation of the data the sources were primary and secondary data are
original in character.

Primary Data:
 This data is measured, observed and recorded as a part of original study. The
investigator or researcher directly collects this data. The basic form of obtaining
this data is by observing and questioning.

 The primary data was a discussion from the retailer while visiting
them.
 During sampling activity one to one discussion was done with the
consumer.

Secondary Data:

They are not originally not drawn by the researcher as fresh data, these are
collected through various sources.

 I used secondary source to collect detail about company.

 I also refer to some of the similar project done i the past to get the information
to carry out the project in smooth and effective manner.

Scope of the Project:

The study was carried out only in Pimple Saudagar.

 It gives the information about the retailer and consumer

 It will help the company to increase their sale of Dahi
 Also make company aware about their competitor and preference among
consumer

Research Methodology:

The research methodology used was descriptive. It includes meeting with the retailer,
consumer and distributor of Pimple Saudagar of Pune city. It includes preparation of
the questionnaire to be answered by the above people for knowing the position of
Amul in dahi market.

Research Instrument:

The research instrument used was structured questionnaire formulated for the
respondent. It was different for the retailer and customer.
Types of question:

The important aspect while framing the questionnaire was which type of question
should be asked. We have asked 10 to 13 questions in each questionnaire.

It contains following type of question:

 Open-ended question
 Dichotomous question
 Rating question

Sample size:

The sample sizes are as follows:

Sl. No Respondent Total

1 Retailer 47
2 Customer 200

Sampling technique:

A stratified sampling technique was used. The respondent was selected was as per
convenience basis.

Method of Survey:

Survey method used was Personal Interview. It was a direct form of investigation,
involving face to face communication.

Area of Operation:

The area of the research was Pimple Saudagar of Pune.

How the survey was conducted:

To approach the retail outlet the following things was kept in mind

 What type of shop it is?

 Does it stock AMUL product?
  What other brand it stock on its shop?
 Whether it sells dahi?
 If yes, does it sell AMUL dahi?
 Which is the most selling milk in the market?
 What is the margin does he get from the competitor of AMUL?
 Does he get the delivery of dahi on time?

To approach the customer we have kept following things in mind:

 Does he/she consume dahi?

 Which brand of dahi does they prefer to buy and why?
 What is their frequency to buy dahi?

Data Analysis and Interpretation

 Consumer questioner

Number of person surveyed: 200

Do you consume Dahi.

CONSUMPTION

Yes

100%

Interpretation:

Every people of Pimple Saudagar which I have surveyed likes to consume Dahi

3. Do you consume AMUL Dahi?

Number of person surveyed: 200
 Yes: 152
No: 48

24%

Yes
No

76%

Interpretation:

Out of total number of people surveyed only 152 of them likes to consume AMUL
Dahi.

Which brand of Dahi do you prefer, if not AMUL

Brand Preferance

8%

12%
38% Mother Dairy
Nestle
Govind
Other

42%

Interpretation:
From the people who donot consume AMUL Dahi, prefer to take Nestle Dahi, which
shows that Nestle as a strong brand among non-consumer of AMUL Dahi.

What make you buy AMUL Dahi?

Chart Title
120 106
100
82 80
76 72
80 69

60 52
39
40
18
20 7
4 3
0
Qualtiy Packaging Availability Taste

Excellent Average Poor

Interpretation:

In terms of quality of Dahi, almost all the customer rates AMUL Dahi as excellent
and average.

In terms of packaging, 52 people rate Dahi as excellent whereas 82 told average.

In terms of availability, 106 rate it as excellent whereas 39 as average.

In terms of taste, 69 people rate it as excellent but, 80 suggest to improve the quality
of Dahi, reason provided was that it is not thick.

Which variant of AMUL Dahi do you like to purchase?

 Variant

12%

9%

Masti Dahi(PP)
Masti Dahi Cup)
Premium

79%

From the above graph it can be easily concluded that, Masti Dahi PP is most preferred
among customer.

Which of weight of Dahi do you prefer to buy?

 Preferred weight

9%

13%
200gm Masti PP
400gm Masti PP
2%
3% 1000gm Masti pp
200gm Masti Cup
200gm premium
73%

Interpretation

From the above the graph it can be occluded that 200gm of Masti Dahi PP is the
largest selling Dahi in the market. As it is highly prefer by the customer.
 Retailer Questioner

1. Types of shop visited

General Store: 31

Local Dairy: 3

Sweet Shop: 6

Others: 4

So, total number of shops visited in pimple Saudagar: 44

Types of shop visited

9%

14% General Store

Local Dairy
7% Sweet Shop
Others
70%

2. Do you stock AMUL Dahi?

Stock

14%

Yes
No

86%
Interpretation:

Out the total 44 shops visited, 38 of them keep AMUL Dahi, while 6 of them do not
keep AMUL Dahi. And also some of the shop have their own Dahi which they sell to
the customer

Which variant of AMUL Dahi do you keep?

Variant

7%
4%

Masti Dahi PP
Masti Dahi Cup
Premium

89%

Interpretation:

From the above graph it can be concluded that Masti Dahi PP is the most selling Dahi
in the market, as most of the retailer keep this Dahi.

Which pack of AMUL Dahi do you keep?

 Stock of AMUL Dahi
40
36
35

30

25

20 18

15 12
10

3 4
5

0
200gm Masti PP 400gm Masti PP 1000gm Masti PP 200gm Mast Cup 200gm Premium

200gm Masti PP 400gm Masti PP 1000gm Masti PP 200gm Mast Cup 200gm Premium

Interpretation:

From the graph it can be concluded that, Masti Dahi of 200gm has highest sales in the
market.

Which other brand of Dahi do you stock along with AMUL?

Chart Title
35 32
30

25

20
16
14
15

10
6
5

0
Mother Dairy Nestle Govind Others
Do you promote AMUL Dahi?

Promte AMUL Dahi

44%
Yes
No
56%

Interpretation:

From the graph it can be concluded that, 44% of the retailer do not want to prompt
AMUL Dahi, although they keep it. The reason for the same is given below.

Reason for not promoting AMUL Dahi.

Reason for not selling Dahi

2%

21%

39% Margin
Replacement
Availability
Demand

38%
Interpretation:

From the graph it can be seen that demand is not the reason for selling the AMUL
Dahi, but the main reason for not selling AMUL Dahi is

Ideas given by the retailer to increase the sale of AMUL Dahi

Suggestion to increase the sale

120%

97% 94.58%
100%
88%

80%
Axis Title

63%
60%

40%
26%

20%

0%
Margin Replacement Availability TV Ads Others
Axis Title
Observation:

Customer

 Many the customer consume AMUL Dahi, but there complaint is that the
quality of the Dahi is not so good, suggesting that company should try to
improve the quality of Dahi.
 Some of the customer also told that, it is not possible to make Dahi at home
using AMUL Dahi.
 Many of the customer told that the expiry date on the Dahi should be increase.
 Many of the customer were confused between Masti Dahi PP and Masti Dahi
Cup.
 I found that some of the customer were complaining about the packaging
especially about the packaging date because AMUL do not print packaging
date on the packet.
 During the survey, it was found that many of the customer prefer to make
Dahi at home.

Retailers

 Retailers were not interested in selling because they don’t have storage but
they told that if company will provide them such facility they will sell AMUL
Dahi.
 Almost all the retailer were having the common problem which was low
margin and no replacement policy, and these make them demotivate to sell as
well as in promoting AMUL Dahi.
 Retailers were selling other brand of Dahi, because if more margin,
replacement policy and availability of Dahi.
 Retailers also demand for the replacements for the damage due to expiry of
the Dahi as provided by other player in the market.
Suggestion and Recommendation:

 The Dahi market is also getting saturated as many other popular brand such as
Nestle, Mother Dairy, Govind have entered into the market, thus AMUL has
to deliver outstanding satisfaction to their retailers and also to the customer.
 Company should print the manufacturing date on the packet as being
demanded by many of the customer and retailers.
 There are many places where AMUL is not able to deliver any product, so
keeping these in mind, company should strength their distribution network so
to reach all the retail shop.
 Improve delivery time to the retailer, who claim that they do not receive the
order on time.
 Provide consistent service to retailer as this will help the company to increase
their goodwill in the market.
 As many other brand also entered the Dahi market, so it is necessary for
AMUL to give their TV Ads, do Brand Promotion and other such activities
which will make the company presence in the market.
 Special offer should be there for distributors and retailer during the festive
season.
 In order to push the Dahi in the market, profit margin should be increased.
 Timely visit should be given to the retailers.
Conclusion:

As we know that AMUL is a big organisation and market leader of dairy products. It
has maximum share in Milk, Butter, Cheese, Dahi market which are its main/core
products which can also be seen in Pune market (Pimple Saudagar)

The survey resulted into the following conclusion:

 AMUL must come up with the new promotional activities so that people
became aware more about AMUL products.
 Quality is the dominating aspect which influences customer to purchase
AMUL Dahi.
 In comparison to Dahi, the other players such as Nestle, Mother Dairy, Govind
are giving competition to the hit.