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Nisha Soni Project Report
Nisha Soni Project Report
PROJECT REPORT
ON
“A Study of Impact of Marketing Strategy on Consumer
of Amul Products in Raipur”
SUBMITTED TO
Pt. Ravishankar Shukla University, Raipur (C.G.)
In partial fulfillment for the degree course of
Department of Management
MAHARAJA AGRASEN INTERNATIONAL COLLEGE
Samta colony, Raipur (C.G.)
1
A
PROJECT REPORT
ON
“A Study of Impact of Marketing Strategy on Consumer
of Amul Products in Raipur”
SUBMITTED TO
Pt. Ravishankar Shukla University, Raipur (C.G.)
In partial fulfillment for the degree course of
Department of Management
MAHARAJA AGRASEN INTERNATIONAL COLLEGE
Samta colony, Raipur (C.G.)
2
CERTIFICATE
This is to certify that Ms. Nisha Soni a bonafide student of Maharaja Agrasen
International College, Raipur (C.G.) studying in B.B.A VI Semester has successfully
completed his project entitled “A Study of Impact of Marketing Strategy on Consumer
of Amul Products in Raipur.”
3
CERTIFICATE
This is to certify that the Project Work entitled “A Study of Impact of Marketing
Strategy on Consumer of Amul Products in Raipur.” submitted by Ms. Nisha Soni for
the partial fulfillment of Degree of Bachelor of Business Administration from Pt.
Ravishankar Shukla University, Raipur (C.G.) is an authentic work performed by the
Student.
This work has been submitted for the sole purpose of academic interest.
4
DECLARATION
Ms. Nisha Soni hereby declare that this report is the record of authentic work carried
out by me during the academic year 2019-2020 in “A Study of Impact of Marketing
Strategy on Consumer of Amul Products in Raipur.”
(Signature of student)
Ms. Nisha Soni
5
ACKNOWLEDGMENT
I have taken efforts in this project. However, it would not have been possible
without the kind support and help of many individuals and organizations. I would
like to extend my sincere thanks to all of them.
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INDEX
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CHAPTER – 1
INTRODUCTION
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Introduction
Marketing strategy is a process that can allow an organization to concentrate its resources on
the optimal opportunities with the goals of increasing a sustainable competitive advantage.
Marketing strategy includes all basic and long – term activities in the field of marketing that
deal with the analysis of the strategic initial situation of a company and the formulation,
evaluation and selection of market – oriented strategies and therefore contribute to the goals
of the company and its marketing objectives.
Marketing strategy involves careful scanning of the internal and external environments.
Internal environmental factors include the marketing mix, plus performance analysis and
strategic constraints. External environmental factors include customer analysis, competitor’s
analysis, target market analysis, as well as evaluation of any elements of the technological,
economic, cultural or political/legal environment likely to impact success. A key component
of marketing strategy is often to keep marketing in line with a company’s overarching
mission statement.
Once a thorough environment scan is complete, a strategic plan can be constructed to identify
business alternatives, establish challenging goals, determine the optimal marketing mix to
attain these goals, and detail implementation. A final step in developing a marketing strategy
is to create a plan to monitor progress and a set of contingencies if problems arise in the
implementation of the plan.
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Fig. 1.1 Marketing Strategy
The benefits of a planned marketing strategy are numerous. Business owners often rely solely
on their intuition to make business decisions. While this informal knowledge is important in
the decision-making process, it may not provide you with all the facts you need to achieve
marketing results. A marketing strategy will help you in defining business goals and develop
activities to achieve them.
Definition
An organization’s strategy that combines all of its marketing goals into one comprehensive
plan. A good marketing strategy should be drawn from market research and focus on the right
product mix in order to achieve the maximum profit potential and sustain the business. The
marketing strategy is the foundation of a marketing plan.
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Characteristics/Features of strategic decision
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Scope of Marketing Strategy
A market strategy under which a company may either choose to segment the market or to
pursue a single-market strategy. Market-scope strategy thus specifically amounts to
identification of the bases for forming market segments or establishing criteria for
segmentation, and choosing to serve a single market, several distinct markets, or the entire
market.
The multi-market strategy can be executed in one of two ways: either by selling different
products in different segments, or by distributing the same product in a number of segments.
(3) Total-market strategy: -A company using the total-market strategy serves the entire
spectrum of the market by selling different products directed toward different segments in
the market. The strategy evolves over a great number of years of operations. Initially a
company may start with a single product to serve the market. As the market grows and
gets into different segments, leading competitors may attempt to compete in all the
segments. This may be done by employing different combinations of product, price,
promotion, and distribution strategies. These dominant companies may also attempt to
enter new segments as they emerge. As a matter of fact, the leading companies may
themselves create new segments and try to control them at the outset.
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The total-market strategy is highly risky. For this reason, only a very small number of
companies in an industry may follow this strategy. It requires a top management commitment
to embracing the entire market. Additionally, a company needs an ample amount of resources
to implement this strategy. Finally, only companies in a strong financial position may find
this strategy attractive. As a matter of fact, a deteriorating financial position may force a
company to move backward from across-the-board market strategy.
The total-market strategy can be highly rewarding in terms of achieving growth and market
share. It may or may not lead to increased profitability.
1. Social Marketing
It refers to the design, implementation and control of programs to increase the acceptability of
a social cause or practice among people e.g. No Smoking campaign in Delhi University,
publicity campaign for casting vote.
2. Direct Marketing
Marketing through various advertising media that interact directly with consumers, generally
calling for the consumer to make a direct response, e.g. Catalogue Selling, Mail-order, Tele
calling and TV shopping.
3. Place Marketing
Place marketing involves activities undertaken to create, maintain, or change attitudes and
behavior towards particular places e.g. Tourism marketing.
4. Differential Marketing
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Process of Marketing Strategy
1. Goal(s): - You should have one or two goals which enable your facility to reach its
revenue and profitability objectives. Typically, my clients use budgeted overall census and/or
skilled census as their goal. A number like budgeted census meets the criteria for goal;
meeting budgeted census should, theoretically, enable the facility achieve its revenue and
profitability objectives. It’s also a number that is measurable and specific.
2. Objectives: -These are measurable and specific milestones that, when reached, mean
you should have achieved your goal. The most common objectives I see used in marketing
plans are admissions, discharges, conversion rates and referrals. There is a simple test to
determine if an objective is a good one: If the facility reaches its goal but doesn’t reach its
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objectives, then the objectives are not the right ones. If the facility reaches its objectives, but
doesn’t reach its goal, then the objectives are bad.
3. Strategies: - Here are your general descriptions of how the facility will reach its
objectives. Each facility should have different strategies based on their unique situations. The
most common strategies employed include: increasing referrals from existing referral sources,
developing new referral sources, maximizing conversion ratios through improving the
admissions process, and increasing referrals through community-based marketing tactics.
4. Tactics. Or “action steps”: - which are the specific individual activities your staff
will engage to realize your strategies. What makes the marketing plan work is that your
tactics are structured with three elements: the task, the individual on the team who’s
responsible for completing the task and the timeframe for getting the task completed.
Structured in this way, you can hold your team accountable to the action items and executing
the marketing plan.
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CHAPTER – 2
COMPANY PROFILE
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Amul is an Indian dairy cooperative, based at Anand in the state of Gujarat, India. The word
Amul is derived from the Sanskrit word Amulya, meaning invaluable. The co-operative is
also sometimes referred to by the unofficial backronym: Anand Milk Union Limited.
Formed in 1946, it is a brand managed by a cooperative body, the Gujarat Co-operative Milk
Marketing Federation Ltd. (GCMMF), which today is jointly owned by 3.03 million milk
producers in Gujarat.
Amul spurred India's White Revolution, which made the country the world's largest producer
of milk and milk products. In the process Amul became the largest food brand in India and
has also ventured into markets overseas.
Dr Verghese Kurien, founder-chairman of the GCMMF for more than 30 years (1973-2006),
is credited with the success of Amul.
The Kaira District Co-operative Milk Producers' Union Ltd. was registered on December 1,
1946 as a response to the exploitation of marginal milk producers by traders or agents of the
only existing dairy, the brand dairy, in the small town of Anand (in Kaira District of Gujarat).
Milk Producers had to travel long distances to deliver milk, which often went sour in
summer, to Polson. The prices of buffalo and cow milk were arbitrarily determined.
17
Moreover, the government at that time had given monopoly rights to Polson to collect milk
from Anand and supply it to Bombay city.
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
Sardar Vallabh bhai 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 litre 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
Verghese Kurien, who was entrusted the task of running the dairy from 1950.
The then Prime Minister of India, Lal Bahadur Shastri 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, A they employed
professionals to operate the dairy and manage its business. Most importantly, the
cooperatives 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.
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Organization
Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF), is India's largest food
product marketing organization with annual turnover (2011-12) US$ 2.5 billion. Its daily
milk procurement is approx. 13 million lit (peak period) per day from 16,117 village milk
cooperative societies, 17 member unions covering 24 districts, and 3.18 million milk
producer members.
It is the Apex organization of the Dairy Cooperatives of Gujarat, popularly known as
'AMUL', which aims to provide remunerative returns to the farmers and also serve the
interest of consumers by providing quality products which are good value for money. Its
success has not only been emulated in India but serves as a model for rest of the World. It is
exclusive marketing organization of 'Amul' and 'Sagar' branded products. It operates through
47 Sales Offices and has a dealer network of 5000 dealers and 10 lakh retailers, one of the
largest such networks in India. Its product range comprises milk, milk powder, health
beverages, ghee, butter, cheese, Pizza cheese, Ice-cream, Paneer, chocolates, and traditional
Indian sweets, etc.
GCMMF is India's largest exporter of Dairy Products. It has been accorded a "Trading
House" status. Many of our products are available in USA, Gulf Countries, Singapore, The
Philippines, Japan, China and Australia. GCMMF has received the APEDA Award from
Government of India for Excellence in Dairy Product Exports for the last 13 years. For the
year 2009-10, GCMMF has been awarded "Golden Trophy' for its outstanding export
performance and contribution in dairy products sector by APEDA.
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For its consistent adherence to quality, customer focus and dependability, GCMMF has
received numerous awards and accolades over the years. It received the Rajiv Gandhi
National Quality Award in1999 in Best of All Category. In 2002 GCMMF bagged India's
Most Respected Company Award instituted by Business World. In 2003, it was awarded the
IMC Ramakrishna Bajaj National Quality Award - 2003 for adopting noteworthy quality
management practices for logistics and procurement. GCMMF is the first and only Indian
organization to win topmost International Dairy Federation Marketing Award for probiotic
ice cream launch in 2007.
The Amul brand is not only a product, but also a movement. It is in one way, the
representation of the economic freedom of farmers. It has given farmers the courage to
dream. To hope. To live.
GCMMF - An Overview
Year of Establishment 1973
Members 18 District Cooperative Milk Producers'
Unions
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2004-05 6000 138
21
6. Baroda District Cooperative Milk Producers' Union Ltd., Vadodara
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India’s milk production continues to increase and now stands at 90 MMT. Despite this
fourfold increase in milk production, there has not been drop in the prices of milk during the
period and has continued to grow.
Due to this movement, the country’s milk production tripled between the years 1971 to 1996.
Similarly, the per capita milk consumption doubled from 111 gms per day in 1973 to 222 gms
per day in 2000. Thus, these cooperatives have not just been instrumental in economic
development of the rural society of India but it also has provided vital ingredient for
improving health & nutritional requirement of the Indian society. Very few industries of India
have such parallels of development encompassing such a large population.
These dairy cooperatives have been responsible in uplifting the social & economic status of
the women folk in particular as women are basically involved in dairying while the men are
busy with their agriculture. This has also provided a definite source of income to the women
leading to their economic emancipation.
The three-tier „Amul Model‟ has been instrumental in bringing about the White Revolution
in the country. As per the assessment report of the World Bank on the Impact of Dairy
Development in India, the „Anand Pattern‟ has demonstrated the following benefits:
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Amul Brand Building
GCMMF (AMUL) has the largest distribution network for any FMCG company. It has nearly 50
sales offices spread all over the country, more than 3,000 wholesale dealers and more than
5,00,000 retailers.
AMUL is also the largest exporter of dairy products in the country. AMUL is available today
in over 40 countries of the world. AMUL is exporting a wide variety of products which
include Whole and Skimmed Milk Powder, Cottage Cheese (Paneer), UHT Milk, Clarified
Butter (Ghee) and Indigenous Sweets. The major markets are USA, West Indies, and
countries in Africa, the Gulf Region, and [SAARC] SAARC neighbours, Singapore, The
Philippines, Thailand, Japan and China.
In September 2007, Amul emerged as the leading Indian brand according to a survey by
Synovate to find out Asia's top 1000 Brands.
In 2011, Amul was named the Most Trusted brand in the Food and Beverages sector in The
Brand Trust Report, published by Trust Research Advisory.
Despite competition in the high value dairy product segments from firms such as Hindustan
Lever, Nestle and Britannia GCMMF ensures that the product mix and the sequence in which
Amul introduces its products is consistent with the core philosophy of providing milk at a
basic, affordable price.
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The distribution network:
Amul products are available in over 500,000 retail outlets across India through its network of
over 3,500 distributors. There are 47 depots with dry and cold warehouses to buffer inventory
of the entire range of products.
GCMMF transacts on an advance demand draft basis from its wholesale dealers instead of the
cheque system adopted by other major FMCG companies. This practice is consistent with
GCMMF's philosophy of maintaining cash transactions throughout the supply chain and it
also minimizes dumping.
Wholesale dealers carry inventory that is just adequate to take care of the transit time from
the branch warehouse to their premises. This just-in-time inventory strategy improves dealers'
return on investment (ROI). All GCMMF branches engage in route scheduling and have
dedicated vehicle operations.
Umbrella brand:
The network follows an umbrella branding strategy. Amul is the common brand for most
product categories produced by various unions: liquid milk, milk powders, butter, ghee,
cheese, cocoa products, sweets, ice-cream and condensed milk.
Amul's sub-brands include variants such as Amulspray, Amulspree, Amulya and Nutramul.
The edible oil products are grouped around Dhara and Lokdhara, mineral water is sold under
the JalDhara brand while fruit drinks bear the Safal name.
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Coordination
Given the large number of organizations and entities in the supply chain and decentralized
responsibility for various activities, effective coordination is critical for efficiency and cost
control. GCMMF and the unions play a major role in this process and jointly achieve the
desired degree of control.
Buy-in from the unions is assured as the plans are approved by GCMMF's board. The board
is drawn from the heads of all the unions, and the boards of the unions comprise of farmers
elected through village societies, thereby creating a situation of interlocking control.
The federation handles the distribution of end products and coordination with retailers and the
dealers. The unions coordinate the supply side activities.
These include monitoring milk collection contractors, the supply of animal feed and other
supplies, provision of veterinary services, and educational activities.
From the beginning, it was recognized that the unions' core activity lay in milk processing
and the production of dairy products. Accordingly, marketing efforts (including brand
development) were assumed by GCMMF. All other activities were entrusted to third parties.
These include logistics of milk collection, distribution of dairy products, sale of products
through dealers and retail stores, provision of animal feed, and veterinary services.
It is worth noting that a number of these third parties are not in the organized sector, and
many are not professionally managed with little regard for quality and service.
This is a particularly critical issue in the logistics and transport of a perishable commodity
where there are already weaknesses in the basic infrastructure.
In developing these practices, the federation and the unions have adapted successful models
from around the world. It could be the implementation of small group activities or quality
26
circles at the federation. Or a TQM program at the unions. Or housekeeping and good
accounting practices at the village society level.
More important, the network has been able to regularly roll out improvement programs across
to a large number of members and the implementation rate is consistently high.
For example, every Friday, without fail, between 10.00 a.m. and 11.00 a.m., all employees of
GCMMF meet at the closest office, be it a department or a branch or a depot to discuss their
various quality concerns.
Each meeting has its pre-set format in terms of Purpose, Agenda and Limit (PAL) with a
process check at the end to record how the meeting was conducted. Similar processes are in
place at the village societies, the unions and even at the wholesaler and C&F agent levels as
well.
Examples of benefits from recent initiatives include reduction in transportation time from the
depots to the wholesale dealers, improvement in ROI of wholesale dealers, implementation of
Zero Stock Out through improved availability of products at depots and also the
implementation of Just-in-Time in finance to reduce the float.
Kaizens at the unions have helped improve the quality of milk in terms of acidity and sour
milk. (Undertaken by multi-disciplined teams, Kaizens are highly focused projects, reliant on
a structured approach based on data gathering and analysis.) For example, Sabar Union's
records show a reduction from 2.0% to 0.5% in the amount of sour milk/curd received at the
union.
The most impressive aspect of this large-scale roll out is that improvement processes are
turning the village societies into individual improvement centers.
Few dairies of the world have the wide variety of products produced by the GCMMF
network. Village societies are encouraged through subsidies to install chilling units.
Automation in processing and packaging areas is common, as is HACCP certification.
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Amulactively pursues developments in embryo transfer and cattle breeding in order to
improve cattle quality and increases in milk yields.
GCMMF was one of the first FMCG (fast-moving consumer goods) firms in India to employ
Internet technologies to implement B2C commerce.
Today customers can order a variety of products through the Internet and be assured of timely
delivery with cash payment upon receipt.
GCMMF has also implemented a Geographical Information System (GIS) at both ends of the
supply chain, i.e. milk collection as well as the marketing process.
Farmers now have better access to information on the output as well as support services while
providing a better planning tool to marketing personnel.
Amul girl:
Amul girl refers to the advertising mascot used by Amul, an Indian dairy brand. The Amul
girl is a hand-drawn cartoon of a young, chubby Indian girl dressed in a polka dotted frock
with blue hair and a half pony tied up. The Amul girl advertising have often been described
as one of the best Indian Advertising concepts because of their humor.
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Fig. The Amul Baby
The Amul girl was created as a response to Amul's rival brand Polson's butter-girl. The idea
was conceived in 1967 once ASP (Advertising, Sales and Promotion) clinched the brand
portfolio from the previous agency FCB Ulka.
Eustace Fernandes:
Eustace S. Fernandes, creator of the Amul moppet and a director on the board of Radeus
Advertising, which created the iconic Amul advertising.
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Fig. Eustace S. Fernandes
Advertising of Amul
An Amul butter ad on Pakistan's Kargil War fiasco. The image shows the "Amul baby" in
between George Fernandes and Atal Bihari Vajpayee.
In 1966, Amul hired Sylvester da Cunha, then managing director of the advertising agency
AS to design a new ad campaign for Amul Butter. Da Cunha designed an ad campaign as
series of hoardings with topical ads, relating to day-to-day issues. The campaign was widely
popular and earned a Guinness world record for the longest running ad campaign in the
world. Since the 1980s, cartoon artist Bharat Dabholkar has been involved with sketching the
Amul ads, who rejected the trend of using celebrities in advertisement campaigns. Dabholkar
credited chairman Varghese Kurien with creating a free atmosphere that fostered the
development of the ads.
Despite encountering political pressure on several occasions, da Cunha's agency has made it a
policy of not backing down. Some of the more controversial Amul ads include one
commenting on Naxalite uprising in West Bengal, on the Indian Airlines employees strike,
and the one depicting the Amul butter girl wearing a Gandhi cap.
In popular culture
The establishment of Amul is also known as White Revolution. The White Revolution of
India inspired the notable Indian film-maker ShyamBenegal to base his film Manthan (1976)
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on it. The film starred SmitaPatil, GirishKarnad, Naseeruddin Shah and AmrishPuri. The film
itself was financed by over five lakh rural farmers in Gujarat who contributed Rs 2 each to
the film's budget. Upon its release, these same farmers went in truckloads to watch 'their'
film, making it a commercial success., the film was chosen for the 1977 National Film Award
for Best Feature Film in Hindi. The Amul success story is taken up as a case study in
marketing in many premier management institutes across the world.
The White Revolution ushered an era of plenty from a measly amount of milk production and
distribution. Aside from the great measurable success that this project was, it also
demonstrated the power of "collective might". A small set of poor farmers of Kheda district
in Gujarat had the vision and foresight to act in a way that was good for the society and not
for the self alone.
Amul products:
AMUL means "priceless" in Sanskrit. The brand name "Amul," from the Sanskrit "Amulya,"
was suggested by a quality control expert in Anand. Variants, all meaning "priceless", are
found in several Indian languages. Amul products have been in use in millions of homes
since 1946. Amul Butter, Amul Milk Powder, Amul Ghee, Amulspray, Amul Cheese, Amul
Chocolates, Amul Shrikhand, Amul Ice cream, Nutramul, Amul Milk and Amulya have made
Amul a leading food brand in India. (Turnover: Rs. 80.05 billion in 2009-10). Today Amul is
a symbol of many things. Of high-quality products sold at reasonable prices. Of the genesis of
a vast co-operative network. Of the triumph of indigenous technology. Of the marketing
savvy of a farmers' organization. And of a proven model for dairy development.
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32
Amul Parlours
Amul Parlours
Amul Café
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Marketing Objectives of Amul
As a company the marketing objective of Amul is to provide quality products to the
customers that satisfies their requirements. The company is manufacturing only those
products which are not hazardous for the human consumption. In food items Amul is
providing nutritious and good quality food to its customers at affordable prices, which is one
of the main reasons of its quality image in the mind of consumer. With the introduction of
noodles to our product range we are providing a healthier product for our customers in shape
of noodles with varied tastes and flavors.
Regarding our sales objective we have set aggressive yet achievable objectives for the first,
second and continuing years of the launch of our product.
We want to achieve sales for 40% of our existing capacity gaining at least 20% of market. It
will be backed by strong advertisement and sales promotion as at least 20% of customers of
the total market share may not be loyal towards a certain brand of noodles
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Determining these factors can help you understand the strengths and weaknesses of your
competitor, needs wants and desires of a customer and changes in the market. A marketing
plan should be able to cover all of the above features so as to be successful in terms of
achievement of objective of the brand.
In order to make a successful marketing plan it should follow the following steps: -
Remember the four P's of marketing. To obtain your goal, your plan should consider
product, price, place and promotion.
Describe your target market. This can be done in many ways including segmenting on
the basis of: age, gender, career, income level or where customers live.
Recognize your competition. This can be done through market research data, product
demand, determining strengths and weaknesses of competitors.
Define your product, and try describing it from a customer's point of view. Successful
marketers know or have some idea of what their customers want or expect from them,
companies working on the needs of the customers and marketing products keeping in
view customer values usually experience a rapid increase in sales.
Make a marketing budget for your plan. This is one of the necessary steps in market
plan as companies become prepared for what they have to spend on advertisements as
it includes money needed for advertising and promotions, materials and a list of media
use, as a practical marketing plan needs money.
Create a pricing strategy. A company should also develop a pricing strategy, by doing
this, you can get a complete knowledge of how to price your product, whether it is in
line with competitors price and how you can bring the prices in line. To be successful,
you should have a well-planned strategy, establish your policies, and always check
prices and operating costs in order to maximize profits.
Competitors
As this marketing plan has been prepared for the launch of noodles by Amul, it is better to
consider the competition the competition in this very segment. In India the market leader for
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noodles is Maggi, Maggi has been familiar to every individual in India for more than 25
years. Maggi as a brand came up in 1983, this brand has been able to create a market for itself
as when it was launched it was a new product for Indians. Maggi made noodle a household
product by generating its requirement in the masses in India. To lay an emphasis on its silver
jubilee, Maggi is running an advertisement campaign "Me & Meri Maggi". The new
campaign is designed to be interactive with the brand, inviting its consumers to share
interesting stories Maggi which have a linking in their life.
Maggi became a successful product because it understood the needs, wants and desires of the
consumers. Maggi slowly attached itself to Indian consumer's needs without disruption of his
other food habits. Maggi took into consideration preferences of the consumes, as when
consumers wanted healthy food, Maggi launched Atta Noodle. Maggi over these years have
made lot of mistakes due to its experiments which it has been time and again trying to make
with its products. Although there are other competitors for noodles in India like Top Ramen
and Ching's veg noodles but they are having a limited market share in the Indian market
In case of noodles we will segment the markets on the basis of "age" which would determine
the target market for our company. We have further fragmented our target market on the basis
of tastes of people, some of the prospective customers may like sweet dishes where as some
among the people in our target market may like salty dishes whereas there are others who
prefer classic noodles with masala. Therefore, in order to cater to all the fragmented markets,
we are coming up with products for all of them in order to have maximum share of the
market. In India potential consumers who consume noodles are the people who are of the age
group of 3-20 years, and we would target the consumers from the same segment by framing
our promotions and advertisement campaigns to attract people from the market segment based
36
on the mentioned age group, by doing this we would be able to focus on the large chunk of
people who consume noodles in large quantities and can be our prospective customers. This
can only be achieved by creating awareness about the product through promotions and
advertisements which composes the marketing mix of our company.
Achievements of Amul
This effort to provide green cover to the earth was also acknowledged when the state
level apex body of Gujarat Dairy Cooperatives - GCMMF received four successive
prestigious "SRISHTI's G-Cube Award"-2007, 2008, 2009 and 2010 for Good Green
Governance in the "Service Category".
Further, "Amul Green" movement has also been awarded by International Dairy
Federation for best environment initiative in the "sustainability category" during the
37
4th Global Dairy Conference held at Salzburg Congress Center, Austria on 28th April,
2010.
It has been estimated that when one tree is cut, in monetary terms there is loss or Rs.
33 lakhs (Oxygen worth of Rs. 5.3 lakhs, Land Fertility of Rs. 6.4 lakhs, Rs. 10.5 lakh
for reduction of pollution of atmosphere and Rs. 5.3 lakh towards Flowers / Fruits and
habitation to birds - animals). But the benefits that accrue to mankind when a tree is
planted cannot be measured in money and is priceless.
The producer members of GCMMF have really set an example for all the
cooperatives and other institutions to turn India green in the era of Global warming
and environmental crisis.
When 3 million dairy farmers of Gujarat have planted more than 311.98 lakh trees in
just five years and are planning to plant more trees every year, they are doing an
invaluable - truly Amul - service to the society.
In an era of global warming, Amul is contributing its share in making Gujarat lush
green. In this way, the milk producers of Gujarat are ushering in a silent revolution of
greening Gujarat.
Head Office:
38
Fig. Head Office of Amul
We at AMUL, are committed to produce safe and wholesome food to continually remain as
the market leader by providing food products delighting customer expectations and bestow
safety. We strive to achieve this by:
Amul has implemented the Quality Management System of international standard to offer
invaluable products to national and international customers. Its plants are certified for ISO
22000:2005 for excellence in food safety management system.
39
ISO Accreditation of Primary Dairy Co-operative Societies:
Amul’s primary village cooperative societies are the first grass root level organizations in the
rural sector to achieve ISO 9001: 2000 certification in India, perhaps in the world. This has
been possible because of Amul’s continued commitment to offer consumers excellent
products from the house of Amul.
Fig.
The focus on health and hygiene, housekeeping, village chilling units, management of village
co-operative societies, rapid transportation of raw milk to dairy plant, accelerated milk
handling at the dairy reception dock has retained the freshness of milk being received at dairy
plant. To sustain and rebuild on this effort, training programmes are organized for all the
stakeholder groups involved in the milk procurement chain namely, milk producers, village
society personnel and dairy plant personnel. Laboratories are equipped with state-of-the-art
equipment’s and well-trained professionals.
The primary village dairy co-operative societies operate every morning and evening for the
village farmers. Milk delivered by a producer is measured and a sample is drawn for a
quality-testing. Each centre is equipped with an electronic milko-tester for testing quality of
milk, automatic weighing machine for weighing of milk with data processing facilities. The
entire operation is electronically captured with member-id. Various training programmes,
especially on quality management system, good management practises in animal husbandry
are imparted on continuous basis to member producers, dairy co-operative personnel and
personnel at dairy plants.
40
Fig. Hygienic & Clean Milk Production Drive
As a part of Amul’s quality movement Bulk Milk Chillers are introduced at primary village
co-operative society level. This system has drastically improved the microbiological quality
of milk, therefore better return to farmers and good quality of products to consumers. Special
trainings are imparted to dairy co-operative personnel for better management of Bulk Milk
Chillers.
The chilled milk of the co-operative societies are transported to Amul Dairy Plant through
road milk tankers once in a day. These milk tankers are insulated to safeguard the quality of
milk. A tanker carries three to four societies‟ milk together which helps in achieving
economy in transportation of milk. These tankers are thoroughly cleaned at every unloading
of milk at Dairy Plant and certified for its hygiene for transportation of milk by QC
personnel. This system has almost wiped out any possibility of spoilage to milk. Chilling
milk at grass root level and transportation of the same in road milk tankers have reduced
microbial load in raw milk which in turn has reduced processing costs in terms of energy,
thereby better return to farmer producers.
Geo-remote sensing-based vehicle tracking system has been put in use for efficient handling
of Road Milk Tankers carrying milk to Dairy Plant.
Amul Research and Development Association is a centre of excellence in the field of research
and development of cattle breeding and animal health care. This Centre is recognized as a
Scientific & Industrial Research Organization by the Department of Scientific & Industrial
Research, Ministry of Science & Technology, Government of India. It provides quality semen
for artificial insemination program; impart training to inseminators, prevention and control of
diseases.
41
Animal Disease Diagnostic Laboratory:
The mobile and immobile laboratories have contributed to clean milk production drive in
routine and emergencies especially in cases of plant or chemical poisoning and diseases
claiming sudden death of animals; prompt and accurate diagnosis of the disease to keep the
livestock in sound health, taking adequate preventive measures to avert major outbreak of
diseases by diagnosing the disease at an early stage; planning for appropriate feeding strategy
with the help of complete analysis of metabolic profile of the animal; improving infertility by
timely remedial measures; timely detection of sub clinical cases of mastitis and control the
incidences; assessing efficacy of vaccination could be determined by detection vaccination
titers.
Animal Nutrition:
Amul’s focus on balanced cattle feed supplies to its dairy farmers has helped in better
productivity and cattle’s free from problems associated with malnutrition. This has been
possible due to its state-of-art cattle feed plant which produces more than 1100 Tons of cattle
feed daily. It has future plan to expand its present manufacturing capacity. Amul also helps in
development of green fodder.
The BactoScan™ method - The BactoScan™ FC is designed for fully-automatic, rapid and
reliable determination of the hygienic quality of raw milk. This is done by counting the total
number of Individual BactoScan Counts (IBC) in a milk sample (flowcytometry). The results
are used for screening hygiene status at the farm level. This is also used to monitor incoming
raw milk to avoid contamination. In order to avoid interference from other particles, such as
fat globules, protein micelles and somatic cells, the sample is subjected to chemical treatment
in order to destroy these particles and also to break up the clusters of bacteria. Introduction of
BactoScan has shown drastic improvement in hygienic milk quality. This has improved
further the returns to the hands of dairy farmers.
Quality of life:
42
Assured market for their milk and daily income round the year from milk has improved the
quality of life of farmers. The role of village dairy co-operative societies in the overall
development of the villages have brought better social infrastructures in the villages such as
roads, communication system, schools, health centers, water facilities, banks etc.
Milk Producer members of Gujarat Dairy Cooperatives- better known as AMUL have been
celebrating the nation's Independence Day in a novel manner by planting lakhs of saplings
across Gujarat and have taken up an ambitious plan to save the environment by planting trees,
making India green and thereby reducing the effects of global warming. The milk producers
of Gujarat Dairy Cooperatives are conducting mass tree plantation drive every year on
Independence Day for last five years. In last five years (2007 to 2011) the milk producers
have planted around 311.98 lakhs trees). The most striking feature of these entire
programmes was that it has been initiated by milk producer members of the dairy
cooperatives. The unique fact about the programme was that the milk producer members took
up the oath to protect tree saplings till it survives and grows into tree.
Over the years, due to intensive agriculture and dairying various natural resources are getting
consumed at faster pace in Gujarat state of India. The state level apex body of dairy farmers
in Gujarat gave a serious thought in this direction and discovered a novel idea for giving back
to nature. The idea was "one member one tree" plantation on our 60th Independence Day -
15th August 2007.To put this idea in to the practice a design team constituting of
representatives of member unions were formed. The team accepted the idea by heart and
immediately decided to spread it among farmer members of village dairy cooperative
societies. Then the idea was communicated to farmer members and they all welcomed it and
enthusiastically agreed to implement the idea.
For smooth implementation of the idea, the design team chalked out the road map for various
activities. Execution teams were formed at district union level to give final shape and put the
plan in action. Village level coordinators were identified and they were trained to streamline
43
activity of tree plantation. Various awareness materials were prepared. Through various
communication media farmer members were made aware of benefits of tree plantation and
tree plantation activity schedule.
The entire plantation activity was coordinated at all the three tiers of Anand pattern - at
village, district and state level dairy cooperatives. On 15th August, 2007, after the flag
hoisting ceremony, each member took an oath to plant saplings and ensure that they grew in
to trees. Then individually they planted sapling on their own at their identified locations like
their farm, near their home, on Farm bunds, etc. They have taken necessary care to ensure
that this sapling survives and they also reported regarding the survival to village level
coordinator and district milk unions after five months. In this way, 18.9 lakh trees were
planted on 15th August 2007. This was just the beginning. Henceforth, the Village Dairy
Cooperative Societies of Gujarat as a mark of respect for our nation decided to conduct such
event on every Independence Day and accepted 15th August (Independence Day) as a "Green
Revolution Day by Afforestation to Protect Mother Earth from Pollution, Climate change and
Global Warming"
But all this required immaculate planning and execution. An action plan of tree plantation
programme was drawn up months back in advance. After the identification of the chief
coordinator for each district milk union, the organization of a task force for the programme
was put in place. Roles and responsibilities were assigned to each member and area of
operation allocated. After preparing the overall action plan, each union issued a circular to the
Dairy Cooperative Societies regarding the programme and arranged meetings with the
societies covered. At the village level, coordinators were identified in respect of the villages
to be covered and the number of saplings required. Along with logistical arrangements direct
contact was established with different agencies for receipt of saplings. Pointwise
methodology for implementation of tree plantation programme on such a mass scale is as
following:
Point wise methodology execution is are as follows:
• Member Unions were informed about the programme and channels of procurement of
saplings, almost six months before to scheduled date of programme.
• Continuous follow up were taken from the member unions about the status of
activities planned for the programme.
44
• A meeting on tree plantation programme was held at GCMMF Ltd., Anand almost a
month ago in which status of action plan was each Member Union was discussed at
length.
• Milk Unions identified the coordinator for the programme and organized a task force
for the successful implementation of the programme. The coordinator at Milk Union
level chalked out overall action plan for the programme and assigned roles and
responsibilities and area of operation to each member of task force.
• Milk Unions (MUs) issued circular to their respective VDCSs (Village Dairy
Cooperative Societies) mentioning the entire activity and procedure planned for the
celebration of the programme. In circular details for milk producer members to make
necessary preparations like deciding the place, digging the pit, taking care of saplings
etc. well in advance were also provided. The circular was placed on notice board of
VDCSs.
• MUs task force members contacted & communicated about the concept to VDCS and
identified the village level coordinator and assigned them roles and responsibilities.
• MUs Coordinator properly explored and communicated the saplings acquiring
sources/nursery details to VDCSs. They also ensured that saplings reach the VDCSs
before 3 days.
• A press note was prepared by the coordinator of the programme at MU level and
which were given in the newspapers on a day before tree plantation to boost morale of
producer members and mentally prepare them for the execution of programme on next
day.
• At time of handing over the saplings to members from VDCS, the producer members
took oath to protect the saplings and accepted the responsibility for successfully
growing the sapling into tree.
On 15th August, after the milk collection process, at a pre decided time sirens at VDCSs were
sounded or other means like beating Thali/utensil, loudspeaker etc. were used to facilitate the
gathering producer members in time at pre decided place in the village for celebration of
Independence Day in VDCS premises, common plot, school etc. After flag hoisting
ceremony, the tree plantation activity was executed by the producer members.
In many villages the milk producer members planted the trees after performing the Puja
(worship) of saplings before planting them.
45
To add fervor and enthusiasm in the programme at many places the Chairman, Managing
Director and Board of Directors of Member Unions participated in the programme.
Next day after the programme on a post programme press note was prepared giving details of
the programme celebrations along with photographs. Similar such notes were published in
house magazines/ newsletters.
After the completion of the programme the MU's were asked to submit the report on tree
plantation activity.
MUs conducted survey after 5 months to find out the survival rate of sapling under the
programme.
First tree plantation programme (15th August, 2007) was carried out on "one member, One
tree" basis. Second tree plantation programme (15th August, 2008) in which around 52.74
lakhs tree were planted was conducted on "one member three tree" basis.
In year 2009 and in year 2010, in mass tree plantation programme around 84.24 and 83.5
lakhs tree saplings were planted respectively. The programme was conducted on "One
member, five tree" basis. Further, this year 2011 around 72.6 lakhs trees were planted, the
programme was carried out as per the same process and procedures followed in last year.
Hence, in last five years, milk producers of GCMMF planted around 311.98 lakhs tree
saplings in 21 districts of Gujarat. By doing so, milk producers of Gujarat Dairy Cooperatives
have shown their concern, awareness and commitment for betterment of environment. Year
wise details of tree plantation and survival of tree saplings planted is as under.
According to statistics of Forest Survey of India considering on an average 30-40 cm diameter of
these trees, 106 trees would provide one hectare of green tree cover. Considering 47% survivability
of planted trees (based on post plantation survey data, around 148.12 lakhs out of 311.98 lakhs tree
planted survived during last five years), when they fully grow up, would provide additional 1,39,735
ha. of green cover which is additional 6.41 percent forest cover of Gujarat State of India.
46
47
CHAPTER – 3
RESEARCH METHODOLOGY
RESEARCH STUDY:
The present study is about the employee satisfaction. This chapter deals with the significance
or need for the study, objectives, methodology and limitations of the study. This chapter helps
to know the research design.
48
Employee satisfaction has a major influence on human performance through its impact on
individual motivation and job satisfaction. Individuals in the organization have certain
exceptions and fulfillment of these exceptions depends upon their perception as to how the
employee satisfaction suites to the satisfaction of their needs. Employee satisfaction provides
a type of work environment in which individuals feels satisfied or dissatisfied. The
questionnaire assesses the employee’s management to identify strong and weak dimensions in
order to plan and impelled actions to improve the functioning of the weaker dimensions.
The survey focuses on employee satisfaction or dissatisfaction.
Research Methodology:
Type of Research:
The research conducted is descriptive and analytical. As each and every concept about
employee satisfaction has been described it is descriptive and it is analytical because it is
trying to know the level of satisfaction to analyze it and give suggestions and conclusion.
Sampling Technique:
The sampling technique adopted is random sampling that is few employees are selected
randomly and were interviewed to understand issues specific to the organization. This process
is known as “discovery phase” is part of our standard methodology. Feedback from these
interviews are incorporated in the questionnaire. The method of sampling adopted is random
sampling.
Sample size:
The sample size selected for the study was 30 employees and the response was obtained from
all the 50 employees.
Sample description:
The sample size selected for the study was 30 employees comprising both from management
and non-management. The respondents age group was between 20 to 45 and service period
ranging from 2 to 3 years.
49
Statically Tools used:
The study was conducted by personal interview with the employees. The questionnaire was
distributed among the employees of the company.
1. Structured questionnaire
2. Personal interaction
3. Observation
Sources of Data:
Primary data:
Primary data was collected from employees of the company. To collect primary data
structured and instructed questionnaires were administered to the employees to suit the
objectives of the study. Primary data was collected as fallows
Questionnaire
Personal interview
Observation
Secondary data:
company websites
Reference books
50
Limitations of the Study:
1. Due to the time constraint the sample size was limited to 50.
Plan of analysis:
1. Collection of primary and secondary data secondary data from the sample size and
media respectively.
51
CHAPTER – 4
ANALYSIS OF DATA
52
Question 1
Which brand dairy products do you purchase?
Brand
4% 2% 2%
6%
Amul
Britannia
Sanchi
Mothers Dairy
86%
Others
Interpretation: From the survey conducted it was concluded that most of the people
like Amul brand.
53
Question 2
Which dairy product of Amul do you purchase very often?
Interpretation: From the survey conducted it was concluded that among all the products
of Amul, Amul milk and Amul butter are mostly purchased by the people
Question 3
From where do you purchase Amul Products?
54
Parameters From where do you Percentage
purchase
Dealer 07 14
Retailer 35 70
Others 08 16
Total 50 100
16% 14%
Dealer
70%
Retailer
Others
Interpretation: From the survey conducted it was concluded that most of the people
purchase amul product from its retailer.
Question 4
For whom do you purchase Amul Products?
55
Parameters For whom do you Percentage
purchase
Self-use 45 90
Selling purpose 01 02
To make other products 04 08
Total 50 100
2%
8%
Self use
Selling purpose
To make other products
90%
Interpretation: From the survey conducted it is clear that people purchase amul product
for their personal use.
56
Question 5
Are the Amul dairy products easily available in your city?
a) Yes b) No
6%
Yes
No
94%
Interpretation: From the survey conducted it was concluded that Amul dairy products
are easily available.
Question 6
Do you get the variety in Amul ice creams?
a) Yes b) No
57
Parameter Variety in Amul Ice Percentage
Creams
Yes 38 76
No 12 24
Total 50 100
24%
Yes
No
76%
Interpretation: From the survey conducted it was concluded that variety of Amul ice
cream are available in the market.
Question 7
Are you satisfied with the price of Amul ice cream as compare to other brands of ice cream?
58
Dissatisfied 06 12
Highly Dissatisfied 02 04
Total 50 100
3%
12%
10%
Satisfied
Highly Satisfied
74% Dissatisfied
Highly Dissatisfied
Interpretation: From the survey conducted it was concluded that people are satisfied with
the price of Amul ice creams.
Question 8
Are you satisfied with the price of Amul ghee according to its quantity?
59
Satisfied with the price
4%
14%
8%
Satisfied
Highly Satisfied
75% Dissatisfied
Highly Dissatisfied
Interpretation: From the survey conducted it was concluded that people are satisfied with
the price of Amul ghee according to its price.
Question 9
Do you get the Amul cheese in desired quantity?
a) Yes b) No
Yes 37 74
No 13 26
Total 50 100
60
Get Amul cheese in desired quantity
26%
Yes
No
74%
Interpretation: From the survey conducted it was concluded that people get desired
quantity in Amul cheese.
Question 10
Are you satisfied with the quality of Amul Dairy Products?
61
Satisfied with the quality
4% 2%
22%
Satisfied
Highly Satisfied
72% Dissatisfied
Highly Dissatisfied
Interpretation: From the survey conducted it was concluded that people are satisfied with
the quality of Amul dairy products.
Question 11
Which age group of people likes Amul milk powder the most?
62
Which age group likes
8% 17%
0-5 years
37%
5-15 years
38% 15-25 years
25 and above
Interpretation: From the survey conducted it was concluded that 5-15 years of age group
and 15-25 years of age group likes Amul milk powder the most.
63
Question – 12
Are you satisfied with the packing of Amul dairy products?
30%
Satisfied
Highly Satisfied
64%
Dissatisfied
Highly Dissatisfied
Interpretation: From the survey conducted it was concluded that most of the people
are satisfied with the packing of Amul dairy products.
Question 13
Does Amul’s advertisement influence your buying decision?
a) Yes b) No
64
Parameter Advertisement influence Percentage
your decision
Yes 28 56
No 13 26
Don’t know 09 18
Total 50 100
18%
Yes
56%
26% No
don’t know
Interpretation:
From the survey conducted it was concluded that advertisement of Amul‟s influence there
buying decision.
Question 14
Do you complain if you find any defect in Amul dairy products?
a) Yes b) No
65
Yes 32 64
No 18 36
Total 50 100
36%
Yes
64% No
Interpretation:
From the survey conducted it was concluded that even if they find any defect in Amul dairy
products.
Question 15
If yes, where do you go for complain?
Shops 32 64
Dealers 09 18
Company 09 18
Total 50 100
66
Complain if you find any Defect
18%
Shops
Dealers
18%
Company
64%
Interpretation:
From the survey conducted it was concluded that people go to shops for complain.
Question 16
If another brand of the same products appears in the market, will you prefer to stop buying
this brand and buy the new brand?
a) No, not at all b) I may consider
67
Will you prefer new brand?
32% 26%
Interpretation: From the survey conducted it was concluded that people are loyal to
Amul
68
CHAPTER-5
FINDINGS
FINDINGS
69
It is finding in the survey that females are the main decision maker in the milk. As per the
data, 65% of females35% of male makes purchase decision.
Based on the occupation of the customer, it is formed in the survey that 65 % are the
house wives and 35% are from various occupation such as a businessman, employees etc.
for the amul milk
Income less than 5000 to 10000 are more attracted to Amul milk. As per the data, 79% of
the respondent’s income is under this group
The main purchasing factors for the Amul Milk are quality and brand image. The data
reveals that 42% influences on Quality and 32% influences for the brand
88% of the total respondents are using product since from a long time. The majority of the
respondent Amul milk & milk product from more than 5 years
From the survey conducted it was concluded that maximum people are highly satisfied
with the quality of Amul dairy products.
A good number of people are satisfied with the packaging of Amul dairy products.
Regarding any complains, consumers mostly prefer to complain to the shops.
70
CHAPTER – 6
CONCLUSION, LIMITATIONS
AND SUGGESTIONS
71
LIMITATION
6. The market of AMUL is spread throughout the country, but the study is limited to
Raipur Town.
7. It is not possible to extract the exact facts due to biasness of consumer and retailer.
CONCLUSION
As we know that Amul is very big organization and market leader in dairy products. It has
maximum market share in Milk, Butter and Cheese, which are its main/core products. As we
know Amul is a co-operative organization but chocolate industry is a profitable industry we
can’t ignore it. With the help of research, company can find out its week points in chocolate
product and can increase its market share through rectify mistakes. People have believed in
Amul’s product and they will accept its chocolates also if effective actions were taken. The
survey resulted into following conclusions:
Amul must come up with new promotional activities such that people become aware
about Amul Chocolates like Chocozoo, Bindaaz, and Fundoo.
Quality is the dominating aspect which influences consumer to purchase Amul
product, but prompt availability of other chocolate brands and aggressive promotional
activities by others influences the consumer towards them and also leads to increase
sales.
72
In comparison to Amul Chocolate, the other players such as Cadbury, Nestle, are
provide a better availability and give competition to the hilt.
People are mostly satisfied with the overall quality of Amul Chocolate, but for the
existence in the local market Amul must use aggressive selling techniques.
SUGGESTIONS
It is suggested that to regularly take feedback from the consumers.
73
APPENDICES
BIBLOGRAPHY
QUESTIONNAIRE
74
Bibliography
Webliography
http://managementguide.com
http://managementparadise.com/marketing_strategy
QUESTIONAIRE
Dear Sir,
I Nisha Soni student of MAIC BBA 6thSem is conducting survey on the topic “A Study of
Impact of Marketing Strategy on Consumer of Amul Products in Raipur”. I need your
help in conducting the research. I assure you that all the information provided by you will be
kept confidential.
Name - …………………………………………
Address - …………………………………………
Age - …………………………………………
Occupation - …………………………………………
75
1.Which brand dairy products do you purchase?
a) Yes b) No
a) Yes b) No
7. Are you satisfied with the price of Amul ice cream as compare to other brands of ice
cream?
d) Highly dissatisfied
8. Are you satisfied with the price of Amul ghee according to its quantity?
76
a) Yes b) No
10. Are you satisfied with the quality of Amul Dairy Products?
d) Highly Dissatisfied
11. Which age group of people likes Amul milk powder the most?
12. Are you satisfied with the packing of Amul dairy products?
a) Yes b) No
14. Do you complain if you find any defect in Amul dairy products?
a) Yes b) No
16. If another brand of the same products appears in the market, will you prefer to stop
buying this brand and buy the new brand?
a) No, not at all b) I may consider c) No, I shall not d) Can’t say
77