Joel Andrews Abraham - 19BSPHH01C0475 - Final Report

A REPORT
ON
“MARKET RESEARCH AND ANALYSIS OF SALES

AND DISTRIBUTION OF AMUL PRODUCTS IN
RETAILERS AND HORECA SEGMENT”
By:
Joel Andrews Abraham
(Enrollment Number: 19BSPHH01C0475)
Gujarat Cooperative Milk Marketing Federation Limited
GCMMF LTD | JOEL ANDREWS
A REPORT
ON
“MARKET RESEARCH AND ANALYSIS OF SALES

AND DISTRIBUTION OF AMUL PRODUCTS IN
RETAILERS AND HORECA SEGMENT”
By:
Joel Andrews Abraham
(Enrollment Number: 19BSPHH01C0475)
Gujarat Cooperative Milk Marketing Federation Limited

Amul Kozhikode
A report submitted in partial fulfillment of

the requirements of
MBA Program of
IBS Hyderabad
Distribution List:
Particulars Company Guide Faculty Guide

Name Mr. Adarsh Govind Prof. Sriram Soundararajan
Designation Branch Manager Professor
Organization GCMMF Kozhikode IBS Hyderabad
DATE OF SUBMISSION: 15TH May 2020
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Authorization
This is to certify that the report on “Market Research and Analysis Of Sales And
Distribution of Amul Products in Retailers and Horeca Segment” is an original work
carried out by Mr. Joel Andrews Abraham for the completion of the Summer Internship
Program at Gujarat Cooperative Milk Marketing Federation Limited, Kozhikode under the
guidance of Mr. Adarsh Govind, Branch Manager, GCMMF - Kozhikode and Mr. Sriram
Soundararajan, Associate Professor, Department of Marketing, ICFAI Business School,
Hyderabad
The report is submitted in partial fulfillment of the requirement of MBA Program (2019-2021)
of IBS Hyderabad.
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Acknowledgment
I would like to thank GCMMF for giving me an opportunity for the internship and allowing
me to explore and experience in the field of Marketing and Distribution.
I feel to acknowledge my deep sense of gratitude to my Company Guide Mr. Adarsh Govind
whose valuable guidance and support throughout the internship. I feel lucky to be able to work
under his direction.
I take the opportunity to express my sincere thanks to my faculty guide, Prof. Sriram
Soundararajan who helped me understand the essentials of the internship.
In my Internship at GCMMF Kozhikode, I was guided by the FFRs. I would like to
acknowledge for their precious effort and time.
I would like to thank my parents and friends for the encouragement and support for the
successful internship.
Above all I thank the God Almighty for giving his blessings, Knowledge and strength to make
this internship possible.
Regards
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TABLE OF CONTENTS
Authorization………………………………………………………………………………......2
Acknowledgements……………………………………………………………………………3
Abstract………………………………………………………………………………………..5
1. Introduction……………………………………………………………………………..11
1.1 Objective of the Internship…………………………………………………………...11
1.2 Limitations…………………………………………………………………………...11
1.3 Methodology…………………………………………………………………………11
1.3.1 Market research………………………………………………………………...11
1.4 Industry Analysis……………………………………………………………………..12
1.4.1 Overview of the Dairy Sector…………………………………………………..12
1.4.2 Export and Import of Dairy products…………………………………………..14
1.5 About the company…………………………………………………………………..14
1.5.1 History………………………………………………………………………….14
1.5.2 GCMMF overview……………………………………………………………..15
1.6 Amul model…………………………………………………………………………..18
1.7 PESTEL analysis of Amul…………………………………………………………...19
1.8 SWOT analysis of Amul……………………………………………………………..21
1.9 Major Key dairy companies in India…………………………………………………22
1.10 Segmentation………………………………………………………………………..23
1.11 Impact of COVID-19 on Amul……………………………………………………..23
1.11.1 Promotional Activities………………………………………………………24
1.11.2 Post lockdown……………………………………………………………….24
1.12 Horeca sector………………………………………………………………………..25
1.12.1 Restaurants…………………………………………………………………..25
2. Main Study………………………………………………………………………………26
2.1 Briefing and Research………………………………………………………………..26
2.2 Market Visit…………………………………………………………………………..26
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2.3 Market Survey………………………………………………………………………..26

2.4 Market Awareness in Retail and Restaurants ………………………………………..26
2.5 Market Research………………….…………………………………………………..27
2.6 Retailer Feedback………………………………………………………………….....30
2.7 Sale Distribution of Amul Products..………………………………………..…….…30
3. Analysis………………………………………………………………………………….32
3.1 Consumer survey about Amul products…………………………….………………..32
3.2 Consumer awareness survey about Amul products…………………………………..42
4. Findings………………………………………………………………………………….54
4.1 Findings of Retailer Survey…………………………….…………………………….54
4.2 Major Local Competitors…………………...………….…………………………….54
4.2.1 Dairy Whitener…………………………….………………………………...….55
4.2.2 Ghee…………………………….………………………………...…………….55
4.2.3 Ice cream………………………………………….…………………………….56
4.2.4 Condensed Milk…………………………….…………………………………..56
4.2.5 Milkshake…………………………….…………………………………………56
4.2.6 Cheese and Paneer…………………………….………………………………...56
4.3 Customer Survey about Amul Products…………………………….………………..57
4.4 Customer Awareness Survey about Amul Products…………………………….…...58
5. Value Addition to the company………………………………………………………….59
6. Conclusion and recommendations……………………………..……………………….60
7. Attachment……………………………………………………………………………….61
8. Reference…………………………………………………………………………………68
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ABSTRACT
For my summer internship program 2020, I, Joel Andrews Abraham, student of ICFAI
Business School, am interning with Gujarat Co-Operative Milk Marketing Federation Limited
(AMUL Kozhikode).
The dairy sector is one of the growing markets globally due to an increase in the health-
conscious populace worldwide and an increase in the spending potential of the people in the
country. The Indian dairy sector is the primary contributor to the Gross Domestic Product
(GDP) in agriculture
Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF), is India’s largest food
product marketing organization with annual turnover (2019-20) of more than Rs 38,500 crore.
Its daily milk procurement is approx. 2.3 crore litre per day from 18600 village milk
cooperative societies, 18 member unions covering 33 districts, and 36 lakh milk producer
members.
The internship began with the company's basic apprehension on how the company operates and
the fellow team members and employees of the organization. I worked with the Branch
Manager and respective Territory Sales In-Charges (TSI) of the respective districts.
I worked with the Sales and Distribution Department to understand how the products were
marketed and sold in various retail outlets and stores through different distribution channels.
By conducting market research and survey of various markets, I was able to interpret the
viewpoint of both the Retailers and customers towards Amul products. I conducted consumer
surveys about Amul Products. I was able to share this data to the company which can be used
by the company for increasing sales.
I was able to improve Amul’s presence and reach of Amul products in Restaurants in
Hotels/Restaurants/Caterers (HoReCa) Segment as well as in High Traffic Locations. During
the lockdown period, I Coordinated orders with retailers, and Distributors through the phone
which doubled the Retailer service frequency. My coordination has helped the company to
achieve a 35% growth in the month of April as a base value of April compared to last year.
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LIST OF FIGURES
1. Gross Milk Production of India from 1961 -2018……………………………....…11

2. Amul Three tier Model…………………………….……………………………....18
3. Sale Distribution Pie Chart of Amul Products - Kozhikode……………………….30
4. Age Distribution Pie Chart…………………………….………………………......32
5. Gender Distribution Pie Chart…………………………….…………………...…..32
6. Occupation Distribution Pie Chart…………………………….……………..…....32
7. Monthly income bracket Distribution Pie Chart…………………………….….....33
8. Quality Distribution Pie Chart……………………………..………………….…..34
9. Flavour Distribution Pie Chart…………………………….…………………..…..34
10. Value of money Distribution Pie Chart…………………………….………….…..35
11. Availability Distribution Pie Chart…………………………….…………………..36
12. Consumption Distribution Pie Chart…………………………….………..………..37
13. Choice of location of business Distribution Pie Chart……....……………………..37
14. Online platform Distribution Pie Chart…………………………….…….………..38
15. Mode of advertisement Distribution Pie Chart…………………………...………..39
16. Subscription Distribution Pie Chart……………………………..…………………40
17. Spending capacity Distribution Pie Chart…………………………….……………40
18. Age Distribution Pie Chart……………………………..………………….………42
19. Occupation Distribution Pie Chart……………………………..……………….…42
20. Monthly income bracket Distribution Pie Chart……………………………..……43
21. Mode of awareness Distribution Pie Chart……………………………..…………44
22. Social media Distribution Pie Chart……………………………..………..………44
23. Product retail Distribution Pie Chart……………………………..…………..……45
24. Brand preference Distribution Pie Chart……………………………..………….…46
25. Milk preference Distribution Pie Chart……………………………..…………..…46
26. Product awareness Distribution Pie Chart……………………………..…..………47
27. Amul cheese awareness Distribution Pie Chart……………………………………48
28. Amul chocolate awareness Distribution Pie Chart……………………………..….49
29. Amul biscuit awareness Distribution Pie Chart……………………………………49
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30. Amul frozen treat awareness Distribution Pie Chart………………………………50

31. Amul kulfi awareness Distribution Pie Chart……………………………..….……51
32. Amul spray awareness Distribution Pie Chart……………………………..………51
33. Amul Pro food awareness Distribution Pie Chart……………………………..…...52
34. Customer Satisfaction Distribution Pie Chart………………….…………..………52
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LIST OF TABLES
1. Age Distribution …………………………………….………………………….....32

2. Gender Distribution ………………………………………………………….........33
3. Occupation Distribution…………………………………….………………….......33
4. Monthly income bracket Distribution …………………………………….…….....34
5. Quality Distribution……………………………………………………………......34
6. Flavour Distribution Pie Chart…………………………………………….…….....35
7. Value of money Distribution ………………………………….………….…….....36
8. Availability Distribution………………………………………………….…….....36
9. Consumption Distribution…………………………………….…….......................37
10. Choice of location of business Distribution……………………………….…….....38
11. Online platform Distribution………………………………………..…….…….....38
12. Mode of advertisement Distribution…………………………………….……........39
13. Subscription Distribution………………………………………………….…….....40
14. Spending capacity Distribution…………………………………….……................41
15. Age Distribution…………………………………….……......................................42
16. Occupation Distribution…………………………………….……...........................42
17. Monthly income bracket Distribution…………………………………….……......43
18. Mode of awareness Distribution…………………………………….……..............44
19. Social media Distribution …………………………………….…….......................45
20. Product retail Distribution …………………………………….……......................45
21. Brand preference Distribution…………………………………….…….................46
22. Milk preference Distribution…………………………………….……...................47
23. Product awareness Distribution…………………………………….……...............47
24. Amul cheese awareness Distribution…………………………………….…….......48
25. Amul chocolate awareness Distribution…………………………………….……..49
26. Amul biscuit awareness Distribution…………………………………….…….......50
27. Amul frozen treat awareness Distribution…………………………………….…...50
28. Amul kulfi awareness Distribution…………………………………….……..........51
29. Amul spray awareness Distribution…………………………………….…….........52
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30. Amul Pro food awareness Distribution…………………………………….……...52

31. Customer Satisfaction Distribution…………………………………….…….........53
32. Major Competitors…………………………………….……..................................54
33. Britannia Dairy Whitener Price Distribution………………………………………55
34. Nestle Dairy Whitener Price Distribution…………………………………….……55
35. 10 Kg Dairy Whitener Price Distribution…………………………………….……55
36. Ghee Price Comparison …………………………………….……..........................56
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ABBREVIATIONS
 TSR – Territory Sales In charge

 FFR – Field Force Representative
 AMUL – Anand Milk Union Limited
 GCMMF – Gujarat Cooperative Milk Marketing Federation Limited
 SKU – Stock Keeping Unit
 C2C – Cow to Consumer
 Horeca – Hotels, Restaurants and Catering
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1. INTRODUCTION
1.1 Objective of the Internship
The objectives of this report are:-
 To increase the sales and of Amul products in Hotels/Restaurants/Caterers (HoReCa)
Segment.
 To increase the reach of Amul products in High Traffic Location.
 To improve the presence of Amul products in untapped location.
 To identify new location which are not currently covered by any Distributor of Amul.
 To improve the Availability, Visibility and Freshness (AVF) of the product.
 To identify the important factors which are influencing the purchase behaviour of
consumer post lockdown.
1.2 Limitations
 Limited duration of internship (3 months) which leads to decrease in accuracy of the
survey conducted.
 Due to the pandemic Coronavirus (COVID-19) Lockdown has been imposed by the
Government across the nation, I am not able interact with retailers and note responses.
 Retailers are not willing to give accurate responses about the prices and incentives
given to retailers by different distributors.
1.3 Methodology
1.3.1 Market research
Market Research was conducted by Surveys, Personal Interviews and Observation. The study
attempts to find out the awareness of Amul products among consumers based on various key
factors and feedback on the quality of Amul products.
Sampling Unit: Consumers belonging to any age group
Method: Direct interview and questionnaire
Data analysis method: Graphical method
Area of survey: Kozhikode, Kerala
1.4 Industry Analysis

1.4.1 Overview of the Dairy Sector
According to the latest report by IMARC Group, the dairy market in India reached a value of
INR 10,527 Billion in 2019. In addition to milk, Indian dairy and milk processing sectors
generate revenue from a percentage of value-added products such as butter, curd, paneer, ghee,
whey, flavored milk, ultra-high temperature (UHT) milk, cheese, yogurt, and ice cream.
Dairying has become an important secondary source of income for millions of rural families
and has assumed the most important role in providing opportunities for employment and
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income generation, especially for marginal farmers and women. Milk is produced by small
householders in most developing countries, and milk production contributes to household self-
sufficiency, food security, and nutrition. Milk provides small-scale producers with relatively
quick returns and is an important source of cash revenue.
According to India's "Dairy and Milk Processing Market" (2018-2023), as of 2018, India is the
world's leading producer of milk, accounting for about 19 percent of global market share. The
dairy processing industry in India is expected to expand at an annual compound growth rate
(CAGR) of approximately 14.8 percent between FY 2018 and FY 2023.
The key factors which help in increasing milk demand are
 Demographic growth
 Urbanization
 Increased Revenue
Figure 1: Gross Milk Production of India from 1961 - 2018 (Source: Nation Master)
Due to the increasing demand, milk production in India has been steadily increasing over the
years, and one of the most important contributors to milk production is livestock. According to
the survey conducted by the National Dairy Development Board (NDDB), India houses more
than 300 million in the Bovine population which is the highest population in the world. The
growth of the market for Indian dairy and milk processing is ensured by the steady supply of
milk which is the primary raw material for this sector. Despite having the largest bovine
population in the world, the per animal productivity of India falls below the world average
value. To strengthen infrastructure for the production of quality milk, the procurement,
processing, and marketing of milk and milk products, the Government of India has introduced
many Dairy Development Schemes like
 National Programme for Dairy Development(NPDD)
 National Dairy Plan (Phase-I)
 Dairy Entrepreneurship Development Scheme(DEDS)
 Support to Dairy Cooperatives
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 Dairy Processing and Infrastructure Development Fund (DIDF)
According to the surveys, more than 50% of the milk produced in rural areas is a marketable
surplus. This surplus is majority handled by the unorganized sector. According to surveys there
are more than 80 million farmers in India. Among these only around 18 million farmers belong
to village level Dairy Cooperative Societies (DCS).
Uttar Pradesh is the largest dairy and milk-producing state, as it is home to the country's highest
buffalo population and second-highest cattle. The bulk of this state's rural population engages
in livestock rearing and dairy farming. Gujarat has several cooperative dairy milk unions,
private dairy plants, and primary dairy cooperative societies that play crucial roles in the state's
milk production.
1.4.2 Export and Import of Dairy products

 India's export to the world of dairy products amounted to more than 1 lakh Million
Tonnes for Rs. 2422.85 Crores in 2018-19.
 Significant destinations for exports (2018-19): Turkey, the United Arab Emirates,
Egypt, Bangladesh Pradesh and Bhutan.
 Import of skimmed milk and milk products (including Chocolates and Chocolate
products) from China is banned from 2018.
1.5 ABOUT THE COMPANY

1.5.1 History
The history of Amul began in the year 1946 when the government granted Polson dairy
monopoly rights to collect milk from Anand and supply it to the city of Bombay. Angered by
unfair trade practices, Kheda's farmers under the leadership of Tribhuvandas K. Patel met with
Sardar Vallabhbhai Patel He urged them to set up a cooperative to collect and supply Bombay's
milk instead of Polson. In 1946, the area's milk farmers went on a strike that led to the formation
of a cooperative to collect and process milk.
This cooperative was named the Kaira District Co-operative Milk Producers Union Ltd. It
began with just two village dairy co-operative societies. The cooperative got registered on 1st
December 1946. The Kaira District Cooperative Milk Producers' Union Limited was
established on December 14, 1946 as a response to the exploitation by traders or agents of
existing dairies of marginal milk producers in the city of Anand (in Kaira district of the western
state of Gujarat, India). This union selected the name Amul. AMUL stands for Anand Milk
Union Limited. Amul became a brand leader in High-quality dairy products.
When Started Amul had a milk production capacity of 250 litres per day, now it has a milk
production capacity of approximately 2.3 crore litre per day. Amul prospered under the
leadership of Tribhuvandas Patel, the founder Chairman, and the Architect behind ‘White
Revolution’ in India, Dr. Varghese Kurien. The cooperative was further developed and
managed by Dr. Varghese Kurien with H.M. Dalaya
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1.5.2 GCMMF Overview

The GCMMF contains 18 milk union members covering 33 districts, 18600 village milk
cooperative societies with a milk production capacity of approximately 2.3 crore litre per day.
It is the marketing organization of Amul and Sagar branded products. It has one of the largest
operating networks consisting of 56 Sales Offices and has a dealer network of 10000 dealers
and 10 lakh, retailers. Its product range comprises milk, milk powder, health beverages, ghee,
butter, cheese, Pizza cheese, Ice-cream, Paneer, chocolates, and traditional Indian sweets, etc.
Product mix
Starting with liquid milk, GCMMF improved the product mix by incorporating higher-value
products gradually while maintaining the desired growth in existing products. GCMMF ensures
that the product mix and the Amul product sequence are consistent with the core principle of
supplying milk at a simple, affordable price.
Infrastructure
Amul has more than 150 chilling centres in various villages to store milk. Amul has 28 plants
across the country. Amul has a sophisticated Research and Development facility. GCMMF has
the largest food distribution network in India. It consists mainly has four Distribution networks.
They are Frozen, Chill, Ambient, and Fresh.
Technology
GCMMF was one of India's first companies to employ Internet technologies. Amul has
integrated technology with sales using DBMS (Database Management System) software. This
software is used for keeping stocks and it is used for sales and distribution. It helps keeps track
of the exact stock with less hassle. It send the remainder when the stock is declining. It sends
real-time information that can be accessed by both the Distributors and Company.
Apps like Amul Track used by the Territory Sales In charge to find new retailers.
Apps like Amul Locate used for locating Amul products which are available in nearby retail
stores.
GCMMF has introduced a Geographical Information System (GIS) at both ends of the supply
chain, i.e. milk collection and marketing process. Farmers now have greater access to
production information as well as support services, thus providing marketing workers with a
better planning tool.
Awards
GCMMF is India's largest exporter of Dairy Products. It has been accorded a "Trading House"
status. GCMMF has received many awards from the Government of India and other prestigious
institutions for its excellence in dairy product exports. The three pillars of Amul’s growth
strategy are expansion, innovation, and brand building.
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Exports
The major export products include Ghee, Butter, Cheese, Skimmed Milk Powder, and UHT
Milk. Amul exports its product to 20 countries. The major export countries are USA, Gulf
Countries and Singapore.
Product Line
Amul has 24 product categories. Based on the temperature stored AMUL has classifies
products into 4 categories:-
1. Frozen Food :Stored in temperature between -18`C to -25`C
 Amul Diced Mozzarella Cheese
 Amul Diced Blend Cheese
 Amul Diced Cheddar Cheese
 Amul Epic
 Amul Icecreams
 Amul Flaavyo Frozen Yoghurt
 Amul Creame Rich
 Amul Malai Paneer
 Amul Fresh Paneer
 Amul Happy Treats
2. Chilled Foods : Stored between 0`-8`C

 Amul Choco Buttery Spread
 Amul Gouda Cheese
 Amul Pizza Cheese
 Amul Butter
 Delicious Table Margarine
 Amul Unsalted Butter
 Amul Garlic Butter
 Aul Safed Makhan
 Amul Prolife Lassee
 Amul Dahi
 Amul Chocolate
3. Ambient Foods: Stored in room temperature.

 Amul Roti Softner
 Amul Camel Long Life Mik
 Amul Puffles
 Amul UHT Gold Milk
 Amul UHT Taaza Milk
 Amul UHT Calci Milk
 Amul UHT Slim ‘n’ Trim Milk
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 Amul UHT Moti Milk

 Amul Memory Milk
 Amul Milkshake
 Amul Dark Choclate Milk
 Amul Tru
 Amul Kool Café
 Amul Flavoured Milk
 Amul Kadhai Doodh
 Amul Irish Drink Mocktail
 Amul Mocktail
 Amul Stamina
 Amul Pro Drink
 Amul Masti Buttermilk
 Amul Lassi
 Amul Smoothies
 Amul Kool Shakers
 Amul Tin Paneer
 Amul Ghee
 Sagar Ghee
 Amul Yellow Ghee
 Amulya
 Amul Spray
 Sagar Skimmed Milk Powder
 Amul Mithaimate
 Amul Chocolate Syrup
 Amul Chocozoo
 Amul Fresh Cream
 Amul Whipping Cream
 Amul Cattle Feed
4. Fresh Foods ; 0-4`C

 Amul Cow Milk
 Amul Gold
 Amul Taaza
 Amul Slim Trim Milk
 Amul Chai Maza
 Amul Shakthi
 Amul Diamond
 Amul T-Special Milk
 Amul Buffalo Milk
 Amul Deshi A2 Cow Milk
 Amul Camel Milk
 Amul Processed Cheese
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 Amul Emmental Cheese

 Amul Cheese Spread
 Amul Sour Cream
1.6 The Amul Model

The Amul Model is a cooperative system with three levels. This organization is composed of
a village-level Dairy Cooperative Society allied with a district-level Milk Union, which in turn
is further federated into a state-level Milk Federation. This model was highly successful and
employed by various other organizations in the country.
Figure 2: Amul Three tier Model (Source: Amul)

Cooperative is owned by the suppliers. The supplier is the owner. The GCMMF Board consists
of 19 member organizations were only 18members who are interested in only the price of the
milk. The board consists of only 1 professional member being RS Sodhi. There is minimum
Gap at which the price is being bought and the price at which it is sold unlike a corporate.
Every day 260 lakh litres of milk are collected from the 36 lakh farmers who milked the cow
every day twice a day. This milk was collected through 18,500 milk collection centres was sent
to 282 chilling centres using 5000 milk tankers. Then the milk was converted into milk
products.
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The Trust of the farmers is that the farmers are still getting 80-85% of the market price. The
farmers are getting the maximum share of consumer rupees compared to the New Zeland and
USA (30-35%). Farmers are getting the benefit. Out of the milk produced 40% is retained by
the farmers and 60% is the surplus. 1/3 third of 60% surplus is given to the organized sector
and rest to the unorganized sector. Milk production growth rates increasing by 5% and the
organized sector growth rate is 95%.
1.7 PESTEL ANALYSIS of Amul

Political
GCMMF has prospered under the leadership of Tribhuvandas Kishibhai Patel, the founder, and
Verghese Kurien. From the 1960s, GCMMF had huge political support from the political
leaders like Lal Bahadur Shastri which helped bring forth the ‘White Revolution’ in India.
UNICEF provided a financial relief of Rs 50 Lakh to GCMMF to build a factory. The
government liked the idea that the company owned by the farmers and the company managed
by professionals. The government has provided subsidies to improve the production of milk
producers. GCMMF is the largest exporter of milk products in India.
Economic
The disposable income in India has been increasing since the 1950s. According to the report
by Trading Economics, the disposable personal income in India has increased to 206752290
INR Million in 2019. With an increase in disposable income there also increases in the
purchasing capacity of a person. With an increase in literacy rate, Consumers are choosing a
healthier lifestyle. Consumers are ready to spend more FMCG products.
GCMMF has been built on the philosophy ‘value for money’ and ‘value for many’. GCMMF
has been providing the best quality products to the consumers at an affordable rate. GCMMF
is the largest cooperative of milk farmers. GCMMF provides the highest price for milk to the
farmers. Amul policies and practices have helped India become the World’s largest milk
producer. It has achieved several strides in rural development. It provides both financial and
economic help in the rural development of India. GCMMF has 36 lakh milk producing
members. GCMMF has set up many plants across India for the manufacture of dairy products
which helped in increasing the production of milk.
Social
India houses the largest bovine population in the world. Milk has been consumed by more than
95% of the population by all age groups. The health conciseness cultural lifestyle of India has
led to an increase in the consumption of dairy products. Amul procures 23 Million liters milk
every day from more than 36 lakh farmers in India. India is the second-largest populated
country in the world and also has the highest vegetarian population in the world has led to an
increase in milk consumption. Milk is being consumed by all various demographics in the
country. This helped Amul being the largest dairy producer in the country.
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Technological
Being the market leader of dairy products, Amul has always implemented the latest technology
through constant innovations and teaming up with various other organizations like ISRO, SAP,
etc. Amul uses the software DBMS to tracks its sales order and stock of products. This software
is made available to all the wholesale dealers and retailers which sell Amul products. This
software has made real-time data regarding stock and sales from all the retail shops and
wholesale distributors across India available to the company.
Amul has used various other software’s like
 Amul Farmers App – It is an application for Amul milk producers which is used to
monitor and analyze milk quantity, Milk quality, Payment details, and other
information. It is made available to farmers on Play Store
 Amul Online – It is an online application that can be used to order Amul products online
and can be made to deliver at your doorstep.
 Amul World – It is an online application that consists of an archive of advertisements
of Amul girl since the 1950s.
 Amul Locate – It is an application for consumers and Distributors to locate the nearest
Amul store near to you and all the Amul products which are available in the store.
 Amul Track – It is an application that is used for data collection of all the Amul Stores
and Parlours which is used for improving the Sales and Distribution Network.
Environmental
GCMMF has taken a lot of green initiatives to reduce pollution. One of the initiatives took by
Amul was to plant more than 312 lakh saplings in Gujarat and Maharashtra. Amul was one of
the first companies to adopt green technology in its manufacturing plants which helped in
reducing greenhouse emissions and also increased energy efficiency. Amul has been rated as
one of the top green brands in India.
Legal
GCMMF introduced many cooperative laws that helped build the cooperative societies of the
present. It has introduced various plans and proposals which helped in reducing the taxes and
shaping the current tax structure for dairy products. It had proposed that essential dairy products
must have some tax exemptions. GCMMMF has been aggressively fighting against the import
of skimmed milk powder in India which will adversely affect the Indian farmers in the long
term. GCMMF has been an advocate for all the cooperative milk farmers of India.
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1.8 Swot Analysis

Swot analysis is a method used to analyze the company’s strengths and weaknesses according
to the threats and opportunities present to the company in the current market situation. Only
when a company has analyzed the above then it can develop long term goals and strategy and
how it can be properly implemented. The company must be able to adapt to proper feedback to
remain efficient.
Strengths
 Brand Image
GCMMF follows Umbrella branding by which it can market more than 100 distinct
dairy products under a single brand name ‘Amul’.
 Market Leader
GCMMF is the market leader in the dairy sector of India. It is also the largest exporter
of dairy products in India.
 Philosophy
Amul follows dual philosophy i.e. Value for many and Value for money. Amul has
been able to provide the maximum price for milk to the milk providers and has been
able to manufacture the best quality product at a reasonable rate to the consumer.
 Distribution Network
Amul has the largest distribution network in India for dairy products both in rural and
urban areas. It has mainly four distribution networks. They are:-
o Chill
o Ambient
o Frozen
o Fresh
 Business Model
Amul is one of the renowned cooperative societies in India. It has more than 36 lakh
milk producers. Amul Model or Pattern is a three-tier structure in which involves the
village, district, and State. Amul provides trust to the farmers by getting them 80-85%
of the market price of milk. Cooperatives share their technology and resources. Each
farmer gets the same price and shares it for the milk. The farmers are the owners of the
organization. It is democratically setup. No private entity and government entity
 Recognition/ Awards
GCMMF has received many accolades and awards for its initiatives. Amul is one of the
top-rated green brands in India.
Weakness
 Profit Margin
Since Amul purchases Milk at the maximum price and sells the product at a reasonable
price to the consumers, therefore there is less profit margin for the retailers and
company. Local competitors use low-grade substitutes for primary ingredients and
other cost-cutting measures to reduce the cost of production and increase the profit
margin. Some Retailers become more inclined to purchase competitor products as they
provide more profit margin.
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 Credit Period
Amul provides a shorter credit period compared to other local competitors. Retailers
usually prefer companies that provide them with the maximum credit period.
 Shelf Life
Dairy products have usually low shelf life and the company does not replace expired
products.
Opportunities
 Parlours
There is an increase in the trend of dining out in India, people are ready to try new
flavours and cuisine. The exclusive parlour of Amul is one of the best ways to market
and advertise new products.
 High Foot Traffic Location
Amul can increase its presence in High Foot Traffic Locations like Beaches, Hill
Stations, and Tourist Attractions areas. There is a great amount of business that find
success based on foot traffic. Most of the areas will have both peak and lows seasons.
Threats
 Competition
There is huge competition from both the International and Domestic players in India.
There are huge no. of local players in the respective states.
 Coolers/Freezers
Competitors provide VISI Coolers for drinks and dairy products and Freezers for ice-
creams free of cost under the condition that they sell the respective products. Amul on
the other hand shares the cost of the freezer and coolers with the retailer and the
wholesale distributor.
 COVID-19
Due to this pandemic COVID-19, the HORECA segment has been shut down, and post
lockdown there is a chance there will be a decline in people dining out and mass
gatherings due to the fear of the virus.
1.9 Major key dairy companies in india

Karnataka Cooperative Milk Producers Federation Ltd (NANDINI)
Nandini is India’s second largest milk federation.It follows the cooperative model as GCMMF
Ltd.It was established in 1974. Karnataka Cooperative Milk Producers Federation now has 14
milk unions covering all districts of the state to collect milk from rural Karnataka
producers.Nandini had turnover of Rs 15,000 crore in the Fisacal Year (2019-20)
Mother Dairy
Mother Diary is the subsidiary of the Indian government’s National Dairy Development Board
(NDDB). Mother Dairy was launched as part of Operation Flood.It was established in 1974.
Mother Dairy's had a overall turnover Rs 8,700 crore during the 2017-18 fiscal year.
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Nestle India
Nestle is a Multi National Company based in Switerzland. Nestle's relationship with India dates
back to 1912. The company set up its first factory in 1961 at Moga, Punjab.The company had
sales turnover of Rs 12,368 Crore in the FY2019.
.Britannia Industries Ltd
It was established in 1892 in Kolkata.It launched its Dairy products in 1997.It is currently
owned by Wadia Group.The company has a turnover of Rs 10,389 Crore in FY 2018.
1.10 Segmentation
 Based on product type segmentation, most sold Skimmed Milk Powder is White
Skim Milk Powder.
 Based on Packaging type segmentation, Loose, Bag, Instant etc. are all sold in India.
 Based on Distribution type segmentation, there are multiple channels like
Wholesaler/Distributor, Retail, Direct –Online, B2B – HORECA.
 Based on Geographic type segmentation, there are Rural and Urban.
1.11 Impact of COVID-19 on Amul

Since the pandemic Covid19 had started at the beginning of the year, the economy was
adversely affected since the implementation of lockdown in March by the government to
control the spread of the virus. Most of the businesses were shut down, only the sale of essential
goods was allowed. Milk is an essential product. Before the lockdown was implanted
consumers started panic buying products. The sales of the Amul increased by 20-30% for the
initial few days. HORECA segment was shut down which resulted in a loss of 15-20% in the
total sales. Amul deemed it necessary the following steps be taken
 Procurement of raw materials

 Managed the optimal utilization of the supply chain.
 Align the distribution network.
 Provide passage 4 products.
 Provide essential labours.
 Essential communication with both the suppliers and distributors
 Safety Awareness Campaign
 Sanitation
 No disruption in the supply of packaging raw materials.
 Transparent, Engagement and communicating with the employees.
During the lockdown, there was an increase in consumption, which led to an increase in
demand for ghee, butter, Ice cream, and other consumer products. Consumers were
experimenting with more new dishes and trying out new recipes at home. The demand for
cheese products increased by 90% from households. There were also adverse effects like Ice
cream products sales have decreased drastically by 65%. They had to reduce the staff in the
packing line in their plants for safety measures.
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There was an uninterrupted supply of Milk. There was 15-20% excess of raw materials due to
a decrease in demand. There was a decision to be made what to do with the excess milk
procured. Consumer products sale has increased. Amul had to integrate technology to provide
real-time data is made available. Work was monitored from home itself. Amul provided
Incentives 15-20% additional wages, Transportation charges and Margins to supply chain
members and drivers which were delivering milk to different states to reduce disruption. They
were able to solve distribution and supply chain problems through Government channels
Additional working capital was required as there were banking issues. Milk supply has
increased for organized players.
1.11.1 Promotional Activities

According to the reports by exchange4meadia, Amul in 2018 spend less than 1% of the annual
turnover in the advertisement. During the lockdown, the company decided to spend more on
Advertisements for the following reasons
 Advertisements were used for connecting with consumers.
 Advertisement cost was low which was the best time to build a relationship with
consumers
 Increased in advertisement investment.
 Investment in brand building
 Most value by least spending
 More investments in the news channels
 Visible in digital media platforms.
 More screen time.
 Retro ads were played during Ramayana and Mahabharata which provided huge
positive social feedback and bought memories of childhood to the viewers.
1.11.2 Post lockdown

 Rural GDP is forecasted to be more than urban GDP.
 Demand for packed foods are going to be increased
 Target the lower-middle-class employees and more rural areas.
 Multitasking multi-brands segments distribution channels for grocery stores.
 Helping Movement of labours.
 Demand for more hygienically produced goods and high nutrition value foods.
 The value for money products is going to be increased.
 The demand for an increase in dairy products by 20percent. Natural foods
 There is a chance the people will dine out less due to
 Expected growth in value-added products that are affordable.
 Consumption is going to be increased. The price of products will increase.
 There is a chance of cheap imports of dairy products due to the excess production of
products.
 Effect of Unemployment
 There must be more focus on the Domestic Market than in the International Market.
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1.12 HORECA Sector

Horeca stands for Hotels, Restaurants, and caterers. It is known as the hospitality industry.
India is ranked 34th among 140 countries in the world in terms of tourism and travel. This is a
huge market that is targeted by all the major FMCG companies. With an increase in disposable
income in India, consumers are spending more in the economy. There is an increase in the trend
of people dining out during the weekends. Consumers are spending more money on dining out
and take away. According to the reports by food hospitality the market size of Horeca is
estimated to be around 1, 48,353 crore in 2018-19.
Horeca contributes 12-14% of the total sales in Amul. Amul has been aggressively targeting
the Horeca segment for increasing its B2B sales. It has launched Institutional packs especially
for this sector to reduce the price of packaging and make the product more affordable. Amul
provides an assortment of dairy products for the Horeca sector from butter to skimmed milk
powder. Most of the products sold in this sector are of Bulk packs. These products are used as
primary ingredients for making dishes.
Taj Group Hotels, The Raviz, The Gateway Hotel are some of the clients of Amul Kozhikode.
1.12.1 Restaurants
According to the National Restaurant Association of India, The market size of the food and
services industry is projected to reach 6 lakh crore INR in the next few years. The restaurant
industry in India consists mainly of two types organized and unorganized. The unorganized
sector accounts for more than an organized sector. The Unorganized sector consists mainly of
Roadside Dhabas, Street Stalls, and Vendors on wheels, etc. The organized sector consists of
main café, food courts, Dining Restaurants, Bars.
Key Factors for the growth
 Demographic
India is the second-largest population especially in the age group 20 – 40 years.
Therefore having a huge consumer base especially one of the key factors in the growth
of the industry.
 Social Media
With the increase in the use of Social Media, there has been a trend of dining out and
experimenting with new flavours. Restaurants are experimenting not only with food by
introducing new cuisines but also new ways of service.
 Home Delivery
There had been a huge increase in in-home delivery or takeout orders. Most of the
working people now prefer to home deliver after a long day's work. With the increase
in apps like Swiggy and Zomato, home delivery is made so easy with the ability to order
with a single touch.
 Disposable Income
There has been an increase in Disposable income among the consumers, which in turn
increased the spending capacity of the population.
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2. MAIN STUDY
2.1 Briefing and Research
Primary research began with a visit to AMUL's Godown in Kozhikode. The Branch Manager
briefed us about the logistics and how the different products are stored at the Godown at
different temperatures. He also gave briefings on Stock Keeping Units (SKUs) and First
Manufactured First Out (FMFO) policy followed by the company when the goods are supplied.
Mr. Adarsh Govind, the company guide had instructed me to compile a list of all the famous
hotels, restaurants, schools, hospitals, and high-traffic locations in Kozhikode district, Kerala.
The objectives of these locations were to increase the presence of Amul products in the
HoReCa Segment and HLTs segment.
2.2 Market Visit

I visited a wholesale distributor in Kozhikode during the first week as a part of a market visit
to gain knowledge about the distribution of products and services of the distributor to the
retailers with the Territory Sales Incharge (TSI). Every distributor segments its territory. Then
the distributor maps the beat. A successful beat planning and implementation lead to on-time
service to current retailers, a chance to expand to potential retailers, and successful completion
lead to achieving target sales. They use DBMS (Database Management System) for stock
keeping and receiving of orders.
As a part of the market visit, I went with my company guide to a hypermarket supermarket
retailer to get Hands-on-market exposure. He also explained how the products are to be placed
and how to improve the Availability,Visibility, and Freshness (AVF) of the product.
2.3 Market Survey

The company had instructed me to accompany Mr.Jinshad TSI Kozhikode to visit a wholesale
distributor named T. P. Ummer Koya and Brothers in Big Bazaar, Kozhikode. This was the
largest distributor in Kozhikode.
The initial survey was conducted by interaction with both the customers and retailers using the
questionnaire. The information was taken by interaction with the purchase managers and the
distributors. The goal was to know the retailers' preference for storing Amul items, to know the
distribution problems, the problems between distributors and retailers. I noted down the
responses of the questionnaire I prepared.
2.4 Market Awareness in Retail and Restaurants

Market awareness can only be achieved by gathering data and have a clear understanding of
the market. The locations in Kozhikode where the sales of Amul products were the least were
identified. These locations were
 Kozhikode Railway Station
 Link Road
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 New Bus Stand

 Old Bus Stand
 Beach Road
All these locations account for one of the highest foot traffic locations in Kozhikode district.
These locations had huge potential for dairy products. I visited these locations to gather data
from all the retailers and restaurants in the above locations. I conducted a survey using a
questionnaire. Word of Mouth is one of the most effective ways of marketing and this was
achieved by interacting with the retailers of these locations about Amul product‘s Retail
Margin, Incentives and Schemes, Delivery Options, and Credit period. I made them aware of
why Amul is the Superior product compared to others. In all the retail shops in these locations
Amul competitor products were sold. Most of the shops were unaware of Amul product lines.
Some of the shops were interested to buy Amul products if they had a steady supply. When
visiting the restaurants I shared Amul product Brochures and said we will provide samples if
they are interested. Amul had introduced bulk packets especially for the Horeca sector to reduce
the price of packaging and gain a competitive edge.
I also visited a few ice cream parlours pitched them about exculsive Amul parlours and one of
the owners were intrested in opening a Amul parlour. The following details were discussed:-
1. Amul Freezer will be provided and the cost will be shared equally between the
Reatiler,Distributor,Company.
2. The Company will provide a sign board
3. The Company will provide training for making shakes and juices to employees.
4. There is no royaliy.
5. The company will provide an additional (17+3)% margin.
6. There is a refundable deposit of 50,000.
2.5 Market Research

Market Research was conducted by Surveys, Personal Interviews, and Observation. The study
attempts to find out the awareness of Amul products among consumers based on various key
factors and feedback on the quality of Amul products. The Questionnaire was designed by
using both open-ended and close-ended. I designed the questionnaire using a mix of close-
ended like Dichotomous, MultipleChoice, Demographic, Likert Scale. Competitive Analysis
was also conducted to analyze the dairy sector.
Sampling Unit : Consumers belonging to any age group

Method: Direct interview and questionnaire
Data analysis method: Graphical method
Area of survey: Kozhikode, Kerala
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Retailers Survey about Amul Products and Service

 This study attempts to find out the interaction between distributors and retailers
and retailers feedback regarding Amul products.
 Sampling Unit: Retailers
 Method: Direct interview and questionnaire
 Data analysis method: Graphical method
 Area of survey: Kozhikode, Kerala
Consumer Survey about Amul Products and Service

 This survey attempts to find the factors which are involved in the purchase
behaviour of Dairy Products post lockdown.
 Sampling Unit: Consumers
 Method: Questionnaire using Google Forms
 Data analysis method: MS Excel Analysis
 No. of Respondents: 157
Consumer Awareness Survey about Amul Products
 This survey attempts to find out the awareness of product line of Amul Dairy
Products.
 Sampling Unit : Consumers
 Method: Questionnaire using Survey Heart
 Data analysis method: MS Excel Analysis
 No. of Respondents: 129
The name of the outlets visited to conduct survey and increase the awarness of Amul products
are the following:-
Wholesale Distributors: Kozhikode
1. Shebin Enterprises
2. T.P. Ummer Koya and Brothers
Location:Big Bazaar,Kozhikode
1. Aradhana Trading (rkg agency)
2. Shobana Store
3. Al rahiman Agency
4. Malabar trading
5. Nazar trading
6. Mothers Gold Trading Company
7. Sarada Store
Location:Beach Road,Kozhikode
1. Kingsbay restaurant and catering
2. Oman bakery (mamu’ bakery new name)
3. Riyad Bakery Hot and Coolbar
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4. Zain Bakers And Cafe

5. Bismi Store
6. IceDen Restaurant
7. Woodland Restaurant
8. Daffodils Ice Cream Parlour
9. Hollywood Ice Cream Parlour
10. Donut Ice Cream Parlour and café
11. Mr. Bean Ice Cream Parlour
12. Hive Hot and Coolbar
Location:Bus Stand,Kozhikode
1. National Stores Bakery And Coolbar
2. Alankar Hot And Cool Bar
3. Disney Hot and Cool Bar
4. Big Bazaar
5. Focus Hypermarket
6. Royal Bakery and Cool Bar
7. National Stores
Location:Palayam Bus Stand,Kozhikode
1. Raja Stores
2. Saraswati Sweets
3. Good Luck Tea Stall
4. Hot N Cool Point
5. Rajesh Tea Stall
6. Empeo Tea Stall
7. Cool N Hot Point
Location:Railway Station,Kozhikode
1. Arenco Catering (116)
2. G Nitya Catering Stall
3. K Sundaran
4. Salkara
5. Milma Outlet
Location:Link Road,Kozhikode
1. Iceberg Icecream Parlour
2. Paprika Restaurant
3. Darwesh
4. Cochin Bake House
5. Bakers Oven
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2.6 Retailer Feedback

Since the lockdown implemented by the Government due to the pandemic COVID 19, I was
not able to conduct a market visit for survey and research purposes. As per the instruction given
by my Company guide Mr. Adarsh Govind, I was tasked to contact the wholesale distributors
and retailers of Malappuram district to conduct a feedback survey and check if there are any
stock issues or complaints regarding the wholesale distributor products. I collected data from
60 retailers who were supplied by the wholesale supplier Vee Yem Traders, 48 retailers who
were supplied by the wholesale supplier Wesix Traders, 28 retailers who were supplied by the
wholesale supplier Parayil Brothers.
I had to call the retailers and coordinate the orders through the phone. I was asked to push the
ambient products which have a shelf life of fewer than 4 months like Ice cream, Fresh cream,
Butter, Whipping Cream, etc.
1. Ask whether the shop is open?
2. How are the sales of products in the store?
3. How is the service by Amul Distributors who are currently supplying him?
4. How is the demand for Amul products?
5. What are the Amul products which they have currently in stock?
6. Is the wholesale Distributor supplying them with goods currently during the
lockdown?
7. Does the retailer have any requirements for products?
8. Are competitor products available?
9. Are competitors providing any new schemes during coronavirus?
10. Are there any shortages faced by competitor products?
2.7 Sale Distribution of Amul Products
Sales
Other Products
Icecream 5%
10%
Mithaimate
15%
Amulya Dairy
Whitner
70%
Amulya Dairy Whitner Mithaimate Icecream Other Products
Figure 3: Sale Distribution Pie Chart Of Amul Products - Kozhikode
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Kozhikode District
Territory Sales In charge – Selastin Joseph, Jinshad
Major Dairy Distributor
 TP Ummerkoya & Brs,
o Monthly Turnover – 65 Lakh Rupees
 PP Abdhulla & Sons, Ealathur
Major Frozen Distributor

 Falah Foods & Incrs, Kallai
 4S Food Solutions
Malappuram District
Territory Sales In charge – Amul Prasanth

 Vee Yem Traders
 Parayil Brothers
 Excel Agencies
 MR Agencies
Kannur District
Territory Sales In charge – Mubaris

 T K Sulaiman & Sons Kannur :
 Gopinath Stationery Thalassery :
 Rayees Coolbar Thalipparamba :
 Bake N Joy Kannur :
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3. Analysis
3.1 Consumer Survey about Amul Products
1) Age Distribution Of the Respondents using Consumer Survey
Age
Less than 20
40 - 60 2%
22%
20 - 40
76%
Less than 20 20 - 40 40 - 60
Figure 4: Age Distribution Pie Chart
Age Group No. Of Respondents

Less than 20 3
20 – 40 120
40 – 60 34
Total 157
Table 1: Age Distribution
2) Gender Distribution Of the Respondents using Consumer Survey
Gender
Female Male
50% 50%
Male Female
Figure 5: Gender Distribution Pie Chart
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Gender No. Of Respondents

Male 79
Female 78
Total 157
Table 2: Gender Distribution
3) Occupation Distribution Of the Respondents using Consumer Survey
Occupation
House Wife
1%
Student Employed
37% 42%
Self Employed
20%
Employed Self Employed Student House Wife
Figure 6: Occupation Distribution Pie Chart
Occupation No. Of Respondents

Employed 65
Self Employed 32
Student 58
Total 157
Table 3: Occupation Distribution
4) Monthly Income Bracket Distribution Of the Respondents using Consumer Survey
Monthly Income Bracket

More than 75,000
18%
Nil
32%
50,000 - 75,000
18%
Less than 25,000

10%
25,000 - 50,000
22%
More than 75,000 50,000 - 75,000 25,000 - 50,000 Less than 25,000 Nil
Figure 7: Monthly Income Bracket Distribution Pie Chart
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Monthly Income Bracket No. Of Respondents

More than 75,000 29
50,000 - 75,000 28
25,000 - 50,000 34
Less than 25,000 15
Nil 51
Total 157
Table 4: Monthly Income Bracket Distribution
5) Quality Distribution Of the Respondents using Consumer Survey
How would rate Amul Products based on Quality?

Below Average
Average 1%
11%
Excellent
36%
Good
52%
Excellent Good Average Below Average
Figure 8: Quality Distribution Pie Chart
Quality No. Of Respondents

Excellent 56
Good 82
Average 18
Below Average 1
Total 157
Table 5: Quality Distribution
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6) Flavour Distribution Of the Respondents using Consumer Survey
How would rate Amul Products based on Flavour/Taste ?

Average
6%
Excellent
46%
Good
48%
Excellent Good Average
Figure 9: Flavour Distribution Pie Chart
Flavor No. Of Respondents

Excellent 72
Good 75
Average 10
Total 157
Table 6: Flavour Distribution
7) Value for Money Distribution Of the Respondents using Consumer Survey
How would you rate Amul Products based on Value for

Money?
Below Average
Excellent
Average 1%
14%
22%
Good
63%
Excellent Good Average Below Average
Figure 10: Value for Money Distribution Pie Chart
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Value for Money No. Of Respondents

Excellent 22
Good 99
Average 35
Below Average 1
Total 157
Table 7: Value for Money Distribution
8) Availability Distribution Of the Respondents using Consumer Survey
How would rate Amul Products based on Availability ?

Poor
Below Average 3% Excellent
12% 15%
Average
31%
Good
39%
Excellent Good Average Below Average Poor
Figure 11: Availability Distribution Pie Chart
Availability No. Of Respondents

Excellent 24
Good 62
Average 48
Below Average 19
Poor 4
Total 157
Table 8: Availability Distribution
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9) Consumption Distribution Of the Respondents using Consumer Survey
Has the Consumption of dairy products increased

during the lockdown?
Maybe
17%
Yes
51%
No
32%
Yes No Maybe
Figure 12: Consumption Distribution Pie Chart
Consumption No. Of Respondents

Yes 80
No 51
Maybe 26
Total 157
Table 9: Consumption Distribution
10) Choice Of Location Distribution Of the Respondents using Consumer Survey
Post Lockdown from where would you like to buy Dairy

Products ?
Online
10%
Supermarket
38%
Retail Stores/ Kirana

Stores
52%
Online Retail Stores/ Kirana Stores Supermarket
Figure 13: Choice of Location Distribution Pie Chart
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Choice Of Location No. Of Respondents

Online 15
Retail Stores / Kirana Stores 83
Supermarket 59
Total 157
Table 10: Choice of Location of Business Distribution
11) Online Platforms Distribution Of the Respondents using Consumer Survey
Which online grocery store do you use most ?
Zomato
12% Flipkart Grocery
Amazon Pantry
10%
13%
None
Grofers
2%
8%
Natures Basket
2%
Other
4% D Mart
Big Basket 1%
51%
Spencer Retail
1%
Big Basket Amazon Pantry Zomato Flipkart Grocery Grofers

Natures Basket D Mart Spencer Retail None
Figure 14: Online Platforms Distribution Pie Chart
Online Platforms No. Of Respondents

Big Basket 75
Amazon Pantry 19
Zomato 18
Flipkart Grocery 15
Grofers 23
Natures Basket 2
D Mart 1
Spencer Retail 1
None 3
Total 157
Table 11: Online Platforms Distribution
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12) Mode Of Advertisement Distribution Of the Respondents using Consumer Survey
Which is the most preferred mode of advertisment for

Amul products according to you ?
Social Media,
44.60%
None, 0.60%
Other, 3.10%
Newspaper, Leaflets,
8.90% 2.50%
Tv, 43.30%
Newspaper Tv Social Media Leaflets None
Figure 15: Mode of Advertisement Distribution Pie Cha
Mode Of Advertisement No. Of Respondents

Newspaper 14
T.V. 68
Social Media 70
Leaflets 4
None 1
Total 157
Table 12: Mode of Advertisement Distribution
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13) Subscription Distribution Of the Respondents using Consumer Survey
Would you subscribe to a Yearly supply of Amul dairy

products if supplied at your doorstep at a discounted
rate every week?
No
16%
Yes
84%
Yes No
Figure 16: Subscription Distribution Pie Chart
Subscription No. Of Respondents

Yes 132
No 25
Total 157
Table 13: Subscription Distribution
14) Spending Capacity Distribution Of the Respondents using Consumer Survey
How much would you spend on dairy products monthly?

Above 3000
1%
2000 - 3000
19% Below 1000
27%
1000 - 2000
53%
Below 1000 1000 - 2000 2000 - 3000 Above 3000
Figure 17: Spending Capacity Distribution Pie Chart
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Spending Capacity No. Of Respondents

Below 1000 42
1000 – 2000 84
2000 – 3000 29
Above 3000 2
Total 157
Table 14: Spending Capacity Distribution
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3.2 Consumer awareness survey about Amul products

1) Age Distribution of the Respondents using Consumer Awareness Survey
Age
Above 60 Below 20
2% 7%
40 - 60
29%
20 - 40
62%
Below 20 20 - 40 40 - 60 Above 60
Figure 18: Age Distribution Pie Chart
Age Group No. Of Respondent’s

Below 20 9
20 – 40 80
40 – 60 37
Above 60 3
Total 129
Table 15: Age Distribution
2) Occupation Distribution of the Respondents using Consumer Awareness Survey
Occupation
Student
9%
Selfemployed
40%
Employed
51%
Selfemployed Employed Student
Figure 19: Occupation Distribution Pie Chart
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Occupation No. Of Respondent’s

Employed 66
Self Employed 52
Student 11
Total 129
Table16: Occupation Distribution
3) Monthly Income Bracket Distribution of the Respondents using Consumer Awareness
Survey
Monthly Income Bracket

More than 75,000
15%
Less than 25,000

34%
50,000 - 75,000
19%
25,000 - 50,000
32%
More than 75,000 50,000 - 75,000 25,000 - 50,000 Less than 25,000
Figure 10: Monthly Income Bracket Distribution Pie Chart
Monthly Income Bracket No. Of Respondent’s

More than 75,000 20
50,000 - 75,000 24
25,000 - 50,000 41
Less than 25,000 44
Total 129
Table 17: Monthly Income Bracket Distribution
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4) Mode of awareness distribution of the respondents using Consumer Awareness Survey
MODE OF AWARENESS
SOCIAL MEDIA
27%
TV Ads
35%
NEWSPAPER Ads
38%
TV Ads NEWSPAPER Ads SOCIAL MEDIA
Figure 21: Mode of Awareness Distribution Pie Chart

Mode Of Awareness No. Of Respondent’s
TV ads 45
Newspaper ads 49
Social media 35
Total 129
Table 18: Mode of Awareness Distribution

5) Social Media Distribution of the Respondents using Consumer Awareness Survey
Social Media
Facebook
7%
Twitter
10%
Instagram Snapchat
59% 24%
Facebook Twitter Snapchat Instagram
Figure 22: Social Media Distribution Pie Char
44 | P a g e
Social media No. Of Respondent’s

Facebook 12
Twitter 16
Snapchat 39
Instagram 97
Total 129
Table 19: Social Media Distribution
6) Product Details Distribution of the Respondents using Consumer Awareness Survey
Product Details
No
12%
Yes
88%
Yes No
Figure 23: Product Details Distribution Pie Chart

Product Details No. Of Respondent’s
Yes 113
No 16
Total 129
Table 20: Product Details Distribution
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8) Brand Preference Distribution of the Respondents using Consumer Awareness Survey
Brand Preference
Milma
Milky Mist 9%
25%
Amul
30%
Nestle
17%
Nadini
19%
Milma Amul Nadini Nestle Milky Mist
Figure 24: Brand Preference Distribution Pie Chart

Brand Preference No. Of Respondent’s
Milma 12
Amul 39
Nadini 24
Nestle 22
Milky Mist 32
Total 129
Table 25: Brand Preference Distribution
9) Milk Preference Distribution of the Respondents using Consumer Awareness Survey
Milk Preference
Camel Milk Buffalo Milk
6% 9%
Goat Milk
40%
Cow Milk
45%
Buffalo Milk Cow Milk Goat Milk Camel Milk
Figure 25: Milk Preference Distribution Pie Chart
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Milk Preference No. Of Respondent’s

Buffalo milk 12
Cow milk 58
Goat milk 52
Camel milk 7
Total 129
Table 22: Milk Preference Distribution
10) Product Awareness Distribution of the Respondents using Consumer Awareness Survey
Product Awareness
No
10%
Yes
90%
Yes No
Figure 26: Product Awareness Distribution Pie Chart
Product Awareness No. Of Respondent’s

Yes 116
No 13
Total 129
Table 23: Product Awareness Distribution
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11) Product Line Awareness Distribution of the Respondents using Consumer Awareness
Survey
Amul Cheese Awareness

No
15%
Yes
85%
Yes No
Figure 27: Amul Cheese Awareness Distribution Pie Chart
Amul Cheese Awareness No. Of Respondent’s

Yes 110
No 19
Total 129
Table 24: Amul Cheese Awareness Distribution
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Survey
Amul Chocolate Awareness

No
22%
Yes
78%
Yes No
Figure 28: Amul Chocolate Awareness Distribution Pie Chart

Amul Chocolate Awareness No. Of Respondent’s
Yes 100
No 29
Total 129
Table 25: Amul Chocolate Awareness Distribution

Survey
Amul Biscuit Awareness
No
34%
Yes
66%
Yes No
Figure 29: Amul Biscuit Awareness Distribution Pie Chart
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Amul Biscuit Awareness No. Of Respondent’s

Yes 85
No 44
Total 129
Table 26: Amul Biscuit Awareness Distribution
Survey
Amul Frozen Treat Awareness
No
41%
Yes
59%
Yes No
Figure 30: Amul Frozen Treat Awareness Distribution Pie Chart
Amul Frozen Treat Awareness No. Of Respondent’s

Yes 76
No 53
Total 129
Table 27: Amul Frozen Treat Awareness Distribution
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Survey
Amul Kulfi Awareness

No
24%
Yes
76%
Yes No
Figure 31: Amul Kulfi Awareness Distribution Pie Chart
Amul Kulfi Awareness No. Of Respondent’s

Yes 98
No 31
Total 129
Table 28: Amul Kulfi Awareness Distribution

16} Product Line Awareness Distribution of the Respondents using Consumer Awareness
Survey
Amul Spray
No
36%
Yes
64%
Yes No
Figure 32: Amul Spray Awareness Distribution Pie Chart
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Amul Spray Awareness No. Of Respondent’s

Yes 83
No 46
Total 129
Table 29: Amul Spray Awareness Distribution
Survey
AMUL Pro
No
38%
Yes
62%
Yes No
Figure 33: Amul Pro Food Awareness Distribution Pie Chart
Amul Pro Awareness No. Of Respondent’s

Yes 80
No 49
Total 129
Table 30: Amul Pro Food Awareness Distribution
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18) Customer Satisfaction Distribution of the Respondents using Consumer Awareness

Survey
Customer Satisfaction
Chocolate Cheese
13% 10%
Milk
16%
Ice cream
35%
Diary Whitener
26%
Cheese Milk Diary Whitener Ice cream Chocolate
Figure 34: Customer Satisfaction Distribution Pie Chart
Customer Satisfaction No. Of Respondent’s

Cheese 13
Milk 21
Diary Whitener 33
Ice-cream 45
Chocolate 17
Total 129
Table 31: Customer Satisfaction Distribution
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4.FINDINGS
4.1 Findings Of Retailer Survey
These are findings discovered during the initial interaction with retail outlets.They are:-
 The Retail margin for Amul products was relatively low compared to local competitor
markets since the Company provides maximum price to the milk producer and sells the
product at minimum price to the consumer.
 Lack of Retail Margin demotivates the Retailers to sell Amul products and switch to
competitior products.
 There has been increase in building and corporation taxes.
 The credit period for Amul products was shorter compared to competitor markets.
 Lack of awareness of Amul product line
 Lack of Distributors in certain areas.
 There was a shortage in supply of certain goods like Frozen Treats due to the difficult
in procrument of raw materials.
 There was no free freezer given for Ice cream by Amul unlike local competitor brands
Laaza, Skei, Uncle John in the market.
 There was no free Visi Cooler given for Drinks and Dairy products by Amul unlike
local competitor brands Laaza, Skei, Uncle John in the market.
 Most of the retailers are interested in selling Amul products if Amul is able to provide
them with freezer or VISI Cooler.
 There were no complaints regarding the current distributors of Amul.
4.2 Major Local Competitors

Sr. No Product Competitors
1 Dairy whitner Nestle Everday
2 Infant Food Nestle Lactogen, Cerlac, Nan, Nestogen
3 UHT Milk Nadini
4 Sweetened Nestle Milkmaid
Condensed Milk
5 Ghee RKG
6 Chocolates Cadbury Dairy Milk
7 Flavoured Milk Cavins MilkShake
8 Ice cream Merriboy
9 Cookkies Britiania
Table 32 : Major Competitors
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4.2.1 Dairy Whitener
According to the report by thehindubussinessline, the value of Skimmed Milk Powder has
increased to Rs 330/Kg in 2020 against Rs 180/kg in 2019. There has been an 83.3%
increase in the price of skimmed milk powder which leads to an increase in price the all the
dairy products in India. Shop owners were worried and confused about the price increase
for all dairy products. Amulya has the majority market share in Dairy Whitener compared
to Nestle, Britannia.
 200g of Nestle Everday is 30% costlier than Amulya.
 200g of Britannia is 37.5% costlier than Amulya.
Weight MRP Retail Margin Distribution

Margin
10 9% 5.65%
200G 110 9% 5.65%
400G 210 9% 5.65%
800G 350 9% 5.65%
1KG 465 9% 5.65%
Table 33: Britannia Dairy Whitener Price Distribution
Weight MRP Retail Margin Distribution

Margin
24G 10 8% 4.80%
200G 104 8% 4.80%
400G 290 8% 4.80%
1KG 490 8% 4.80%
Table 34: Nestle Dairy Whitener Price Distribution
PRICE COMPARISON-DAIRY WHITENER

Retail
10KG JAR PTR MRP Margin(%)
ATULYA 3450 3800 9.21
MATHA 2350 2900 18.9
GOVARDHAN 2775 3100 10.4
AMULIYA 3262 3500 6.8
Table 35: 10 Kg Dairy Whitener Price Distribution
4.2.2 Ghee
In Ghee, RKG is the market leader. RKG has better brand recognition and brand loyalty
compared to Amul Ghee. RKG is headquartered at Tamil Nadu. The company distributes
mainly to Kerala and Tamil Nadu. Especially in the HORECA sector, caterers specify require
only RKG. They are ready to switch to other products. RKG costs were significantly higher
than its competitors. The other competitors of Ghee are Milma, Ashirvad, AVT, and
Nambisans. Price sensitive consumers prefer Milma Ghee.
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1 Litre 500ml 200ml

Margin Margin
MRP Margin (%) MRP (%) MRP (%)
Amul 560 9.29 285 9.29 115 9.29
RKG 698 27 362 27 155 27
Milma 590 10 305 10 128 10
Ashirvad 570 20 290 20 124 20
Table 36: Ghee Price Comparison
4.2.3 Ice cream

In the Ice-cream segment, Amul has the majority share. There is fierce competition from local
players. These companies provide Freezers free of cost to gain a competitive edge. Companies
like Laaza, Skei, Merriboy. Merriboy is the major competitor of Amul in Kerala. Merriboy
introduced special local flavors like Tender Coconut which was a huge hit. According to the
retailer survey, Customers prefer Amul ice-cream but there are stock and availability issues.
According to Caterers and Restaurant owners, Customers prefer Amul Icecream, so they
usually buy Vanilla Flavour of Amul Icecream and other brands for different Flavours.
4.2.4 Condensed Milk

In the Condensed Milk segment, Amul Mithaimate is the market leader in Kerala. The Major
competitor of Mithaimate is Nestle Milkmaid. Milkmaid costs more than Mithaimate.
Mithaimate is available in two sizes 400g and 200g. Milkmaid costs 16% more than
Mithaimate.
4.2.5 Milkshake
In the Milkshake segment, Cavins Milkshake has the majority market share in the area. Amul
Kool products have a low presence and visibility. Cavins Milkshake provides a higher retail
margin to the retailers which provide a competitive edge to the company. Some of the local
competitors provide Visi Coolers to the retailers, which help push their products in the market.
Amul has to push more their milkshake products using new schemes.
4.2.6 Cheese and Paneer

In the Cheese and Paneer segment, the major competitor is Milky mist and Milma. Milky Mist
is an emerging competitor headquartered at Tamil Nadu. They provide coolers and freezers to
retailers for pushing their products. Amul Cheese products and paneer have a better reach.
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4.3 Customer Survey about Amul Products

From the survey conducted, following aspects can be inferred:
 According to the survey conducted, the respondents mainly belong to the age group 20
– 40 (76%). The company must focus more on this group because they are better
educated and more informed. This age group consists of a majority of students and
beginner employees. The company should focus on the consumer behaviour of this
particular demographic. Most customers are Switchers – consumers who show no
loyalty to any brand. Since the competition is fierce among dairy products. If the
company can build brand loyalty among this category, then there may huge advantage.
Most of the members of this category are also are married, starting a new family. They
act enablers to their children. The company must anticipate the needs of the customer
and innovate new products. The age group 40 – 60 (22%) is also another important
category as the consumers tend to become more health-conscious at this time.
 The respondents are of both of equal gender (50%), majority belong to the age group
20 – 40 group (76%) who are mostly employed (42%) who ready to spend Rs1000 –
Rs2000 (53%) monthly on dairy products.
 Majority of the consumers (51%) have increased the dairy intake since the Lockdown
has initiated.
 The important factors involving purchase decision of Amul products post lockdown
are
1. Quality
2. Flavour
3. Value for Money
4. Availability
5. Home Delivery
6. Spending Capacity
Improving on these factors will give a competitive edge to Amul.
 According to the survey, Most of the respondents have rated Amul products Good and
Excellent on Quality, Flavour, and Value for Money.
 Since there is fierce competition for dairy products in the area due to huge number of
both local and international players in the market, the availability of Amul products
have to be increased in some areas. 45% of the respondents have rated the availability
of Amul products Average and Below Average.
 Majority of the respondents (84%) are ready to subscribe to yearly supply of Amul
dairy products if supplied at the doorstep at a discounted rate every week.
 Post lockdown due to the fear of the virus and safety reasons, most of respondents still
prefer to buy from Retail /Kirana Stores (52%) and Supermarkets (38%).
 Amul should join with either the online platforms like Big Basket (51%) or other local
retail stores / Kirana (52%) Stores to design and manufacture a package of Amul dairy
products which can be delivered to the doorstep of the respondent weekly at the rate
varying from Rs1000 –Rs2000 (53%).
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4.4 Customer Awareness Survey about Amul Products

A Customer Awareness Survey about Amul product was conducted to understand in which
product line of Amul needs the most awareness. During the market visit, I inferred that the
some of the retailers and customers were not aware of certain products of Amul. Amul markets
its product using Umbrella Branding. Amul being one of the oldest brand has a huge Brand
Value. According to the survey by the respondents the following are the inferences:-
 According to the survey, the target audience belongs to age group 20 – 40 (62%) who
are employed (51%) having a monthly bracket sum of 0 – 50,000 (65%).
 Most of the respondents came to know about Amul products through Newspaper Ads
(38%) and TV Ads (35%). This proves Amul Girl one of the longest running Ad
Campaigns of Amul is very successful. Amul needs to invest more in the Social Media
sites like Instagram, Snapchat, Twitter, etc.
 According to the respondents, Instagram is the most used Social Media site. GCMMF
must target and invest more to create a better awareness for their target audience.
 Most of the respondents (87%) check the company website for product details. Since
Amul has a strong web presence and also has all the product details on their official
website gives the company a competitive edge.
 Amul (30%) is the most preferred brand among the respondents but Milky Mist (24%)
is also a competitor which is taking the market share.
 According to the respondents, Cow’s Milk is healthiest (45%) among the other. But
camel milk strengthens cellular immune response, is high in Lactoferrin which reduces
allergic response in children. It is also used to treat Type 1 Diabetes. Better lactose
intolerance than cow’s milk (According to report by Moleclarist)
 According to the respondents, they are least aware about Amul Infant Food - Amul
Spray (64%). Advertisements for baby food and breast milk substitutes has been banned
in India. Despite that Nestle, Abbott and other competitor companies advertise their
product through conferences, conventions with doctors. Amul has to find innovative
ways to market its products to target audience.
 Another product line that respondents are unaware is that of the Protein Malt - Amul
Pro (37%), Amul must create more awareness for this product to compete with brands
like Boost, Horlicks, and Bournvita.
 Frozen Treats (41%) is one product lines which has the least awareness among the
respondents.
 Biscuit and Cookies Segment are highly competitive market consisting of both
International and local players. Britannia being the market leader in this market has an
aggressive advertisement campaign. During the lockdown there was an issue of
shortage of SKUs of Britannia products. It was the ideal time to introduce the biscuits
in Kerala. Consumers were looking for a substitute. 34% of the respondents were
unaware of the Amul Cookies.
 Amul Cheese, Kulfi and Ice cream have strong awareness among the respondents.
According to the reports by exchange4meadia, Amul in 2018 spend less than 1% of the annual
turnover in the advertisement. Amul should invest more on Advertisement to create a better
awareness campaign for its product line in order to increase the market share.
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5. VALUE ADDITION TO THE COMPANY
 The main objective was to increase the sales and awareness of Amul products in
particular dead zones like Palayam Stand, New Bus Stand, Link Road, etc.
 I conducted market research by retailer survey during the initial market visit and was
able to share the data with the company
 Contacted Restaurants and Retailers and arranged supply for Amul product.
 Mapping of restaurants, High Traffic Locations, Colleges/School Canteen in
Mallapuram district.
Post Lockdown
 During the lockdown period, I Coordinated orders with retailers, Distributors, and
Territory Sales In charges of Mallapuram district through the phone.
 Increase in Retailer Service Frequency through efficient coordination.
 My coordination has helped the company to achieve a 35% growth in the month of
April as a base value of April compared to last year.
 During the lockdown period I took feedback and resolved issues regarding supply.
 I was able to increase the range selling of ambient products with shelf life less than 4
months in Mallapuram district.
 I was able to create awareness of Cookies and Toast range to all retailers through
WhatsApp and call.
 I conducted two consumer surveys regarding Amul Products and share the
recommendations and conclusion.
I was able to share the data with the company which can be used by the company for increasing
sales.
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6.CONCLUSION and RECOMMENDATIONS
 Amul should invest more on Advertisement to create a better awareness campaign for
its product line in order to increase the market share.
 Amul needs to invest more in the Social Media sites like Instagram, Snapchat, Twitter,
etc.
 Amul should join with either the online platforms or other local retail stores / Kirana
Stores to design and manufacture a package of Amul dairy products which can be
delivered to the doorstep of the respondent weekly at the rate varying from Rs1000 –
Rs2000.
 Amul should increase the availability of its products by maintain a steady supply. Amul
should provide more retail margin to the Retailers so as to motivate them to sell Amul
products.
 Most of the retailers are interested in selling Amul products if Amul is able to provide
them with freezer or VISI Cooler.
 Amul should have more efficient distribution network so increase the shelf life of the
product after sale to distributor or retailer.
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7. ATTACHMENTS
QUESTIONAIRE
A. Customer Survey about Amul Products
1. Full Name:
2. Age:
 Less than 20
 20 – 40
 40 – 60
 Above 60
3. Gender
 Male
 Female
 Other
4. Occupation:
 Employed
 Self employed
 Student
 Others please specify: __________________
5. Monthly Income Bracket:

 More than 75,000
 50,000-75,000
 25,000 – 50,000
 Less than 25,000
 Nil
6. How did you rate Amul products based on Quality?

 Excellent
 Good
 Average
 Below Average
 Poor
7. How did you rate Amul products based on Flavour/Taste?

 Excellent
 Good
 Average
 Below Average
 Poor
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8. How did you rate Amul products based on Value for money?
 Excellent
 Good
 Average
 Below Average
 Poor
9. How did you rate Amul products based on Availability?

 Excellent
 Good
 Average
 Below Average
 Poor
10. Has the consumption of diary product increased during lockdown?

 Yes
 No
 Maybe
11. Post lockdown from where would like to buy dairy products?
 Online
 Retail stores /Kirana Stores
 Supermarket
12. Which online grocery store do you use the most?

 Big Basket
 Amazon Pantry
 Zomato
 Flipkart Grocery
13. Which is the most preferred mode of advertisement for Amul products according to you?
 Newspaper
 TV
 Social media
14. Would you subscribe to a yearly supply of Amul dairy products if supplied at your
doorstep at a discounted rate every week?
 Yes
 No
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15. How much would you spend on dairy products monthly?

 Below 1000
 1000-2000
 2000-3000
 Above 3000
B. Customer Awareness Survey about Amul Products
1. Name:
2. Age:
 0 – 20
 20 – 40
 40 – 60
 60 – 80
3. Occupation:
 Government Sector
 Private Sector
 Student
 Others
Others please specify: __________________
4. Income Bracket:
 More than 1, 00,000
 75,000 - 1,00,000
 50,000-75,000
 25,000 – 50,000
 Less than 25,000
5. How did you came to know about AMUL products?

 TV Ads
 Newspaper Ads
 Social Media
 Others
If others please specify: ____________________________
6. Which all social media sites do you use currently?

 Facebook
 Twitter
 Snapchat
 Instagram
 Others
If others please specify: ____________________________
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7. Do you prefer to visit the company website and check the product details before going
to the actual store for seeing or purchasing the product?
 Yes
 No
8. Which is your preferred brand for dairy products?

 Milma
 Amul
 Nandini
 Nestle
 Milky Mist
9. Which do you think is healthier?

 Buffalo's milk
 Cow's milk
 Goat’s Milk
 Camel Milk
10. Are you aware of all the product lines of Amul other than ice-creams?
 Yes
 No
11. Do you know about the various options for cheese available with Amul? (E.g.:-cheese
cubes, slices, etc.)
 Yes
 No
12. Do you know about the various options for chocolates available with Amul? (E.g.:-
Dark chocolate, Milk Chocolate etc.)
 Yes
 No
13. Do you know about the various options for biscuits available with Amul? (E.g.:-Butter
Cookies, Coconut Cookies etc.)
 Yes
 No
14. Do you know about the various options for Frozen Treats available with Amul? (E.g.:-
French Fries, Aloo Tikki, Burger Patty etc.)
 Yes
 No
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15. Do you know about the various options for Kulfi available with Amul? (E.g.:-Bombay,
Punjabi etc.)
 Yes
 No
16. Do you know about the Infant milk Food of Amul named AMUL Spray?
 Yes
 No
17. Do you know about the Protein Malt of Amul named AMUL Pro?
 Yes
 No
18. Which among the following is Amul's best dairy product according to you?
 Cheese
 Butter
 Dairy Whitener
 Drinks
 Ice-creams
 Chocolates
C. Retailer Survey about AMUL Products
1) Name of the Shop:

2) Location:
3) Contact Details:
4) Is there any competitor advertisement in any category present? (Yes/No)
If yes specify: __________________________
5) Are there any AMUL drinks available in the shop? (Yes/No)
If yes specify: __________________________
6) Are there any AMUL Chocolates available in the shop? (Yes/No)
If yes specify: __________________________
7) Are there any AMUL Ice-cream available in the shop? (Yes/No)
If yes specify: __________________________
8) Are there any AMUL Ghee available in the shop? (Yes/No)
If yes specify: __________________________
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9) Are there any other AMUL products available in the shop? (Yes/No)
If yes specify: __________________________
10) How are you purchasing AMUL products? (Distributor/Retail/Company)
11) How will rate the Overall Satisfaction of Service of Distributors?
(Unsatisfied/Neutral/Satisfied)
12) Are there any complaints about AMUL products? (Yes/No)
If yes specify: __________________________
13) Are there any competitor drinks available in the shop? (Yes/No)
If yes specify (Quantity & Price to Retailer): __________________________
14) Are there any competitor Chocolates available in the shop? (Yes/No)
15) Are there any competitor Ice-cream available in the shop? (Yes/No)
16) Are there any competitor Ghee available in the shop? (Yes/No)
17) Are there any competitor products available in the shop? (Yes/No)
18) How are you purchasing competitor products? (Distributor/Retail/Company)
19) How will rate the Overall Satisfaction of Service of Distributors?
(Unsatisfied/Neutral/Satisfied)
20) Are there any complaints about competitor products? (Yes/No)
If yes specify: __________________________
21) Which are the major products they are selling?
22) What is the average per day sale of each major category?
23) Are there any schemes provided by Competitors Companies to retailers? (Yes/No)
If yes specify: __________________________
24) Does competitors provide VISI Coolers? (Yes/No)
If yes specify: __________________________
25) Does competitors provide freezers? (Yes/No)
If yes specify: __________________________
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26) How can we improve AMUL’s presence in the market?

27) Are you interested in partnering up with AMUL for parlour or AMUL Preferred outlet?
If yes specify: __________________________
28) What is the average monthly purchase value of total dairy products?
29) What is the expected credit period?
30) What is the desired mode of payment?
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7. REFERENCES
 Vasundhara Singh, 2019. FMCG Industry Overview [online] India : Investindia.

Available from https://www.investindia.gov.in/team-india-blogs/fmcg-industry-overview
[Accessed 16 March 2020]
 Amul India .2009. GCMMF About us [online] India
Available from https://www.amul.com/m/gcmmf [Accessed 16 March 2020]
 Ibef .2019 Indian dairy sector grows by 6.4% annually in last 4 years: Giriraj Singh [online]
India : IBEF
Available from https://www.ibef.org/news/indian-dairy-sector-grows-by-64-annually-in-last-4-

years-giriraj-singh [Accessed on 10th April 2020]
 Kimberley Fernandes,2020 Tough times ahead for milk, milk products; Curd, cheese sale
drops 90% [online] India : FnBnews
Available from http://www.fnbnews.com/Dairy-Products/tough-times-ahead-for-milk-milk-
products-curd-cheese-sale-drops-90-54516 [Accessed on 11th April 2020]
 Import Dairy Products In India ,2017 [online] India : Tradeflock

Avalible from https://tradeflock.com/2017/10/12/import-dairy-products-in-india/
[Accessed on 11th April 2020]
 Animal LiveStock .2020 [online] India

Available from http://www.dahd.nic.in/[Accessed on 11th April 2020]
 Madhvi Sally, 2020 Amul turnover grows 17% to Rs 38,550 crore in 2019-20,2020 [online]
India : Econmic Times
Available from https://economictimes.indiatimes.com/industry/cons-products/food/amul-
turnover-grows-17-to-rs-38550-crore-in-2019-
20/articleshow/74942395.cms?utm_source=contentofinterest&utm_medium=text&utm_c
ampaign=cppst[Accessed on 12th April 2020]
 Rautom Vora, 2020 As skimmed milk powder prices zoom, user industries bat for the
creation of buffer stock [online] India : Business Line
Available from https://www.thehindubusinessline.com/economy/agri-business/as-skimmed-
milk-powder-prices-zoom-user-industries-bat-for-the-creation-of-buffer-
stock/article30462746.ece[Accessed on 21st May 2020]
 Tanit Chearavanont,2020 HoReCa industry carving a niche on the retail map [online]
India : Food Hospitality
Available from https://www.foodhospitality.in/in-focus/horeca-industry-carving-a-niche-on-
the-retail-map/416667/ [Accessed on 21st May 2020]
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 2020,Asia-Pacific Dairy Products Market, By Product Type, Distribution Channel,

Country, Competition, Forecast & Opportunities to 2025 - ResearchAndMarkets.com
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Joel Andrews Abraham - 19BSPHH01C0475 - Final Report

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A REPORT

“MARKET RESEARCH AND ANALYSIS OF SALES

“MARKET RESEARCH AND ANALYSIS OF SALES

Gujarat Cooperative Milk Marketing Federation Limited

A report submitted in partial fulfillment of

Particulars Company Guide Faculty Guide

DATE OF SUBMISSION: 15TH May 2020

2.3 Market Survey………………………………………………………………………..26

1. Gross Milk Production of India from 1961 -2018……………………………....…11

30. Amul frozen treat awareness Distribution Pie Chart………………………………50

1. Age Distribution …………………………………….………………………….....32

30. Amul Pro food awareness Distribution…………………………………….……...52

 TSR – Territory Sales In charge

1.4 Industry Analysis

 Dairy Processing and Infrastructure Development Fund (DIDF)

1.4.2 Export and Import of Dairy products

1.5 ABOUT THE COMPANY

1.5.2 GCMMF Overview

2. Chilled Foods : Stored between 0`-8`C

3. Ambient Foods: Stored in room temperature.

 Amul UHT Moti Milk

4. Fresh Foods ; 0-4`C

 Amul Emmental Cheese

1.6 The Amul Model

Figure 2: Amul Three tier Model (Source: Amul)

1.7 PESTEL ANALYSIS of Amul

1.8 Swot Analysis

1.9 Major key dairy companies in india

1.11 Impact of COVID-19 on Amul

 Procurement of raw materials

1.11.1 Promotional Activities

1.11.2 Post lockdown

1.12 HORECA Sector

2.2 Market Visit

2.3 Market Survey

2.4 Market Awareness in Retail and Restaurants

 New Bus Stand

2.5 Market Research

Sampling Unit : Consumers belonging to any age group

Retailers Survey about Amul Products and Service

Consumer Survey about Amul Products and Service

4. Zain Bakers And Cafe

2.6 Retailer Feedback

2.7 Sale Distribution of Amul Products

Amulya Dairy Whitner Mithaimate Icecream Other Products

Figure 3: Sale Distribution Pie Chart Of Amul Products - Kozhikode

Major Frozen Distributor

Major Dairy Distributor

Major Dairy Distributor

Figure 4: Age Distribution Pie Chart

Age Group No. Of Respondents

2) Gender Distribution Of the Respondents using Consumer Survey

Figure 5: Gender Distribution Pie Chart

Gender No. Of Respondents

Figure 6: Occupation Distribution Pie Chart

Occupation No. Of Respondents

4) Monthly Income Bracket Distribution Of the Respondents using Consumer Survey

Monthly Income Bracket