MINOR PROJECT

REPORT ON

“A STUDY ON MARKETING STRATEGY OF AMUL”

SUBMITTED IN THE PARTIAL FULFILMENT FOR

THE AWARD OF THE DEGREE OF BACHELOR OF
BUSINESS ADMINISTRATION (2023-2026)

Under the guidance of

Mrs. JASPREET KAUR
Submitted by:
SOBNOM SULTANA

BBA(G) 2nd Semester

Enrollment No. 70191101723

SRI GURU TEGH BAHADUR INSTITUTE OF

MANAGEMENT & INFORMATION TECHNOLOGY
(Affiliated to Guru Gobind Singh Indraprastha University, Delhi)

i
 STUDENT DECLARATION
I hereby declare that the project work entitled " A STUDY ON MARKETING
STRATEGY OF AMUL" submitted to the Guru Gobind Singh lndraprastha
University is record of an original work done by me under the guidance of Mrs.
JASPREET KAUR, faculty member, Sri Guru Tegh Bahadur Institute Of
Management and Information Technology.

(Signature of the Scholar)

Name: SOBNOM SULTANA

Enrollment No: 70191101723

ii
 CERTIFICATE
This is to certify that SOBNOM SULTANA student of Sri Guru Tegh Bahadur
Institute of Management and Informational Technology of course BBA(G)
Batch (2023-2026), has completed her research work title “STUDY ON
MARKETING STRATEGY OF AMUL" under my guidance and supervision.
This work is genuine and authentic.

Signature of H.O.D.

Dr. DIVYA SHARMA

Signature of guide

Mrs. JASPREET KAUR

Signature of scholar

SOBNOM SULTANA

Place: New Delhi

Date:

iii
 ACKNOWLEDEMENT
It is nearly impossible for an individual to entirely complete a project work
himself/herself. Help in some form or other is needed by everyone from others. I
am really fortunate enough to get support from my friend and faculties. I am
whole-heartedly thankful to Dr. DIVYA SHARMA (HOD) for providing me a
great opportunity to work in a great learning atmosphere and for their esteemed
guidance, persistent encouragement and deep involvement in important
discussions throughout my project work.

I sincerely thank my project mentor Mrs. JASPREET KAUR who has always
been my inspiration and a pleasant guru. It is from her I discovered the 'art of
thinking', technically anything and everything. I aspire her achievements to be
my strong and certain long term goals.

Signature of scholar

SOBNOM SULTANA

BBA(G) 2nd Semester

Enrollment No. 70191101723

iv
 TABLE OF CONTENT

S.NO. TOPICS PAGE

NO.
1 Declaration i
2 Certificate ii
3 Acknowledgement iii

4 CHAPTER-1 INTRODUCTION TO 1-9

INDUSTRY
1.1 Amul overview
1.2 Introduction to Amul
1.3 Amul journey
5 CHAPTER-2 ABOUT THE 10-17

COMPANY
2.1 Company profile of Amul
2.2 History of Amul
2.3 Range of products
2.4 Competitor Analysis
2.5 SWOT Analysis
6 CHAPTER-3 MARKETING 18-20

STRATEGY OF AMUL
3.1 Amul’s product portfolio adds to its
marketing strategy
3.2 Amul’s low cost pricing strategy

v
 3.3 Amul girl: Advertising mascot of Amul
7 CHAPTER-4 RESEARCH 21-24

METHOLOGY
4.1 Research design
4.2 Data collection
4.3 Objective of the company
4.4 Scope of the study
4.5 Objective of the study
4.6 Methology
4.7 Limitation
8 CHAPTER-5 FINDINGS AND 25-26
CONCLUSION
9 CHAPTER-6 RECOMMENDATION 27
AND SUGGESTION
10 CHAPTER-7 BIBLIOGRAPHY AND 28
REFERENCE

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 CHAPTER-1

INTRODUCTION TO INDUSTRY

About FMCG

Fast Moving Consumer Goods (FMCG), also known as Consumer Packaged

Goods (CPG), are products that are sold quickly at relatively low cost. Though
the absolute profit made on FMCG products is relatively small, they generally
sell in large quantities, so the cumulative profit on such products can be large.
Examples of FMCG generally include a wide range of frequently purchased
consumer products such as toiletries, soap, cosmetics, teeth cleaning products,
shaving products and detergents, as well as other non-durables such as glassware,
light bulbs, batteries, paper products and plastic goods. FMCG have a short shelf
life, either as a result of high consumer demand or because the product
deteriorates rapidly. Some FMCGs-such as meat, fruits and vegetables, dairy
products, and baked goods are highly perishable. Other goods such as alcohol,
toiletries, pre- packaged foods, soft drinks, and cleaning products have high
turnover rates. An excellent example is a newspaper every day's newspaper
carries different content, making one useless just one day later, necessitating a
new purchase every day.

Understanding Fast-Moving Consumer Goods FMCG)

Consumer goods are products purchased for consumption by the average

consumer. They are divided into three different categories: durable, nondurable
goods, and services. Durable goods have a shelf life of three years or more
whilenondurable goods have a shelf life of less than one year. Fast-moving
consumer goods are the largest segment of consumer goods. They fall into the
nondurable category, as they are consumed immediately and have a short shelf
life. Nearly everyone in the world uses fast-moving consumer goods (FMCG)

1
every day. They are the small-scale consumer purchases we make at the produce
stand, grocery store, supermarket, and warehouse outlet. Examples include milk,
gum, fruit and vegetables, toilet paper, soda, beer, and over-the-counter drugs like
aspirin.

Main characteristics of FMCGs:

1. From the consumers' perspective:

 Frequent purchase
 Low involvement (little or no effort to choose the item - products
with strong brand loyalty are exceptions to this rule)
 Low price

2. From the marketers' angle:

 High volumes
 Low contribution margins
 Extensive distribution network
 High stock turnover

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LIST OF THE COMPANIES UNDER THE FMCG SECTOR

 Hindustan Unilever
 ITC Ltd.
 Pidilite Industries
 Godrej Consumer Products Limited
 Dabur India Ltd.
 Emami
 Colgate Palmolive India Ltd.
 Zydus Wellness
 Britannia
 GlaxoSmithKline Consumer Healthcare Ltd. (India)
 Wipro Consumer Care & Lighting Ltd.
 Marico
 CavinKare
 Parle Agro
 Haldiramn's
 Nirma
 Himalaya Healthcare Lid
 Nestle India

3
 1.1 AMUL OVERVIEW

Amul milk brand is the world’s largest milk cooperative company in the world.
In 1946, the Amul Cooperative was created as a reaction to the exploitation of
local milk producers by the dealers and the agents of the main dairy of that time,
the Polson dairy. The government had given monopolistic rights to Polson to
collect milk from Kaira dairy farmers and supply it to the city of Mumbai.
Cooperatives were created for every town, allowing for milk collection to be
decentralized, as most of the makers were minor farmers. Today, Amul
Cooperatives are federated at a regional and national level. Overall, India has a
long-standing cooperative movement, which focuses on benefiting all
communities involved in its production.

Gujarat Cooperative Milk Marketing Federation (GCMMF) is India’s largest

food products marketing organization. Amul is state level apex body of milk
cooperatives in Gujarat which aims to provide remunerative returns to the farmers
and serves the interest of consumers by providing quality products. It has been
awarded a “Trading House” status & has received the APEDA Award from
Government of India for Excellence in Dairy Product Exports for the last 8 years.

4
1.2 INTRODUCTION OF AMUL

The Taste of India, a brand so distinctively Indian has been a part of our lives for
nearly five decades now and still is able to touch a chord in our hearts. As a brand
AMUL has grown from being merely a differentiating factor to protect the
interests of producers and consumers. AMUL inspired ‘Operation Flood’ and
heralded the ‘White Revolution’ in India. It began with two village cooperatives
and 250 liters of milk per day, nothing but ooze compared to the flood it has
become today. AMUL distributes over a million liters of milk per day, it also
collects and processes various milk products, during the peak, on behalf of more
than a thousand village individually owned by half a million farmer members.
AMUL too has become a symbol of the aspirations of millions of farmers.

AMUL sprung from the seeds sown in the black soil of CHAROTAR, an area in
the KAIRA district of Gujarat, as a cooperative movement to empower the milk
producers. At that time POLSON Dairy was the biggest buyer of the milk being
produced in KAIRA. Polson was built on the basis of providing superior quality
products to up-market consumers. However Polson’s products were not the
reason that led to the rise of AMUL, it was its exploitative practices that started
the cooperative revolution. For several years the KAIRA cooperative supplied
milk and allied products without a formal distribution network leave alone a
5
brand name. The name Amul was most probably suggested by a quality control
expert in Anand. It was derived from ”Amulya”, which in Sanskrit, Gujarati and
many other Indian languages, means priceless, and implies matchless excellence.
The name was short, memorable and easily pronounced. It could also serve as an
acronym for the organization – the unusable KDCMPUL (Kaira District
Cooperative Milk Producer’s Union Limited) taken from Kaira Cooperative’s full
name, could be substituted by AMUL, standing for Anand Milk Union Limited.
Even though AMUL products have been in use in millions of homes since 1946,
the brand AMUL was registered only in 1957.

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1.3 AMUL JOURNEY

Amul, the renowned dairy cooperative, recently celebrated its golden jubilee,
marking fifty years of transformative impact in India's dairy industry. Established
in 1946, Amul has pioneered fair practices and innovation, becoming a
cornerstone of the nation's dairy landscape. From its cooperative beginnings in
Anand, Gujarat, Amul has grown into a symbol of excellence, serving consumers
with a diverse range of high-quality dairy products. As it reflects on its
remarkable journey, Amul remains committed to innovation, sustainability, and
empowering stakeholders across its supply chain.

1946: Foundation and Cooperative Beginnings

In 1946, against the backdrop of a developing independent India, Amul was

established as a dairy cooperative in Anand, Gujarat. This initiative emerged as a
response to the exploitation faced by milk producers in small towns, particularly
at the hands of the Polson Dairy. The situation prompted the formation of the
Kaira District Co-operative Products’ Union in Anand, which laid the
groundwork for what would become Amul. Spearheaded by visionary leaders and
7
driven by the need for fair practices, Amul embarked on a journey that would
transform India's dairy landscape.

1948: Growth and Expansion

The cooperative movement gained momentum rapidly. Initially supplying milk

for the Bombay Milk Scheme, Amul quickly grew its network, attracting
hundreds of farmers to join its ranks. By the end of 1948, the cooperative boasted
432 farmers contributing to its operations. However, with growth came
challenges, notably the surplus production that strained existing distribution
channels. In response, Amul pioneered innovative solutions, including
establishing facilities for converting surplus milk into valuable products like milk
powder and butter.

1966: The Birth of Iconic Advertising

The year 1966 marked a pivotal moment in Amul's history with the appointment
of Sylvester da Cunha to spearhead its advertising campaigns. Under his creative
stewardship, Amul introduced a series of iconic hoardings featuring witty and
topical advertisements centred around Amul Butter. This campaign, featuring the
endearing Amul girl, captured the imagination of the nation and set a Guinness
World Record for the longest-running advertising campaign. Collaborations with
talented individuals like cartoonist Kumar Morey and playwright Bharat
Dabholkar further enriched Amul's advertising legacy.

8
2013: Navigating Societal Discourse

Amidst evolving societal norms and political landscapes, Amul's advertising

continued to reflect the pulse of the nation. In 2013, when the Supreme Court of
India overturned the Delhi High Court's decision and decriminalised
homosexuality, Amul responded with a poignant advertisement featuring the
Amul girl. This symbolic gesture underscored the company's commitment to
social commentary and its ability to resonate with contemporary issues.

2014: Recognition and Innovation

Amidst accolades and awards, including the "CNN-IBN Innovating for Better
Tomorrow Award" and the "World Dairy Innovation Award" in 2014, Amul
remained steadfast in its pursuit of innovation. Embracing technological
advancements, the company leveraged data-driven insights to streamline
operations and enhance efficiency across its supply chain. The integration of
technology not only facilitated business growth but also reinforced Amul's
position as a trailblazer in the consumer packaged goods (CPG) sector.

Present Day: A Legacy of Excellence

As we step into the present, Amul continues to be a beacon of excellence in India's

dairy industry. Its three-tier cooperative structure, encompassing village dairy
organisations, district milk unions, and state milk federations, remains the
cornerstone of its success. From bread spreads to milk drinks, and cheese to
sweets, Amul's diverse product range symbolises its commitment to quality and
consumer satisfaction.

9
 CHAPTER-2

ABOUT THE COMPANY

AMUL : The origin

The mighty Ganges at its origin is but a tiny stream in the Gangotri ranges ofthe
Himalayas. Similar is the story of Amul which inspired Operation Flood and
heralded the 'White Revolution' in India. It began with two village cooperatives
and 250 liters of milk per day, nothing but a trickle compared to the flood it has
become today. Today Amul collects processes and distributes over a million liters
of milk and milk products per day, during the peak, on behalf of more than a
thousand village cooperatives owned by half a million farmer members.

2.1 COMPANY PROFILE OF AMUL

AMUL means "priceless" in Sanskrit. The brand name "Amul," from the Sanskrit
"Amoolya," 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. 52.55 billion in 2007-08). Today Amul is a symbol
of many things. Of high-quality products sold at reasonable prices .

50 years after it was first launched, Amul's sale figures have jumped from 1000
tonnes a year in 1966 to over 25,000 tonnes a year in 1997. No other brand comes
even close to it. All because a thumb-sized girl climbed on to the hoardings and
put a magical spell on the masse

AMUL stands for ,

10
A = Anand

M = Milk

U = Union

L = Limited Amul

(Anand milk union ltd.) is abased on four hands, which are coordinated with each
other. The actual meaning of this symbol is co-ordination of four hands of
different people by whom this union is at the top position in Asia. First hand is of
farmers, without whom the organization would not have existed. Second hand is
of processors, who process the row material (milk)into finished goods Third hand
is of marketer, without whom the product would have not reached the customers
Fourth hand is of customers, without whom the products would have not carried
on.

BASIC INFORMATION

 Company Name: Amul India (Gujarat Co-operative milk marketing

federation ltd)
 Business Type: Manufacturer
 Product/Services: Infant Milk Food,Skimmed Milk Powder,Butter,Cheese
(Cheddar,Mozzarella,Emmental,Gouda) cheese spreads,Ghee,Condensed
Milk,Chocolates,malted milk food Breadspreads,fresh milk,UHT
milk,Ice-cream.
 Address: Amul Dairy Road
 Number of Employees: 501 - 1000 People
 URL: http://www.Amul.com

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OWNERSHIP & CAPITAL

 Year Established: 1973

 Representative/Business Owner: B M Vyas
 Trade & Market:
North America, South America, Western Europe
 Main Market :
Eastern Europe, Eastern Asia, Southeast Asia, Mid East Africa
 Total Annual Sales Volume: Above US$100 Million Factory Information
 No. of R&D Staff: Above 100 People

2.2 HISTORY OF AMUL

AMUL (Anand Milk Union Limited), formed in 1946, is a dairy cooperative

movement in India. It is a brand name managed by an apex cooperative
organization, Gujarat Co-operative Milk Marketing Federation Lt. (GCMMF),
which today is jointly owned by some 2.6 million milk producers in Gujarat,
India. AMUL is based in Anand, Gujarat and has been a sterling example of a co-
operative organization's success in the long term. It is one of the best examples
of co-operative achievement in the developing world. "Anyone who has seen ...
the dairy cooperatives in the state of Gujarat, especially the highly successful one
known as AMUL, will naturally wonder what combination of influences and
incentives is needed to multiply such a model a thousand times over in developing
regions everywhere. ‖ The Amul Pattern has established itself as a uniquely
appropriate model for rural development. Amul has spurred the White Revolution
of India, which has made India the largest producer of milk and milk products in
the world. It is also the world's biggest vegetarian cheese brand. Amul is the
largest food brand in India and world's Largest Pouched Milk Brand with an
annual turnover of US $1050 million (2006-07). Currently Amul has 2.6 million

12
producer members with milk collection average of 10.16 million litres per day.
Besides India, Amul has entered overseas markets such as Mauritius, UAE, USA,
Bangladesh, Australia, China, Singapore, Hong Kong and a few South African
countries. Its bid to enter Japanese market in 1994 had not succeeded, but now it
has fresh plans of flooding the Japanese markets. Other potential markets being
considered include Sri Lanka. Dr Verghese Kurien, former chairman of the
GCMMF, is recognized as the man behind the success of Amul. On 10 Aug 2006
Parthi Bhatol, chairman of the Banaskantha Union, was elected chairman of
GCMMF.

2.3 RANGE OF PRODUCTS

Bread spreads:
 Amul Butter
 Amul Lite Low Fat Bread spread
 Amul Cooking Butter

Cheese Range:
 Amul Pasteurized Processed Cheddar Cheese
 Amul processed Cheese Spread
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 Amul Pizza (Mozzarella) Cheese
 Amul Shredded Pizza cheese
 Amul Emmental Cheese
 Amul Gouda cheese
Curd Products:
 Yogi Sweetened Flavored Dahi (Dessert)
 Amul masti Dahi (Fresh cured)
 Amul Butter Milk
 Milk Drink: Amul cool flavored Milk
 Amul Cool Kesar
 Amul Cool Elachi
 Amul Cool Coffee
 Amul Cool Rose
 Amul Cool Strawberry
 Amul Cool Mango

Health Beverage:
 Amul Shakti White Food

Mithaee Range (Ethnic Sweet):

 Amul Shrikhand (Mango, Saffron, Almond Pistachio, Cardamom)
 Amul Amrakhand
 Amul Mithaee Gulabjamuns
 Amul Mithaee Gulabjamuns Mix

UHT Milk Range:

 Amul Shakti 3% fat Milk
 Amul taaza 1.5% fat Milk
 Amul Gold 4.5% fat Milk
 Amul Lite Slim & Trim Milk 0% fat Milk
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  Amul Shakti Toned Milk
 Amul Fresh Cream
 Amul Snowcap Softy Mix
 Chocolate & Confectionery:
 Amul Milk Chocolate

Milk Powder:
 Amul Full Cream Milk Powder
 Amulya Dairy Whitener
 Sagar Skimmed Milk Powder
 Fresh Milk:
 Amul Taaza Toned Milk 3% fat
 Amul Gold Full Cream Milk 6% fat
 Amul Shakti Standardized Milk 4.5% fat

2.4 COMPETITOR ANALYSIS

Amul has many competitors in the market of Delhi. The major competitors are
Mother dairy, Paras, DMS, Param, Gopaljee, Reliance, Britannia, Nestle, Dairy
India etc. But the Mother dairy is giving tough competition to Amul in all the
range of milk products.

Strength of AMUL= Quality products, Brand name, Corporate image, Good

work Force.

Strength of Mother Dairy = Very good distribution channel( through MD booth,

Distributors and retailers.

Mother dairy providing extra facilities like refrigeration facility on behalf of small
amount of security to retailers whereas AMUL provide this facility on permanent
basis by taking complete charge of fridge. Some promotional schemes are also
being given by the Mother dairy.

15
In the term of product quality Amul is far better than Mother dairy and
customer‘s first preference is AMUL. Market analysis says Amul is No. 1 in the
milk market of Delhi

2.5 SWOT ANALYSIS

Strength:
 Amul has a brand image.
 It has a high quality.
 It has a great purity.
 It has a pool of dedicated and hardworking workforce.
 Experienced market player.

Weakness:
 Company does not provide credit to retailers Company.
 Company has no proper promotion strategy.
 Complex replacement procedure.
 Fewer margins to retailers.

Opportunity:

 The Taste of India providing the replacement offer to retailers can

increase Sale.
 Increase in retailer margin can enhance the sale of Amul Chocolate.
 Focused approach towards small market can also increase the sale
of Amul Chocolate.

16
  New schemes can be provided to the retailers to attract them to push
the sale of Amul Chocolate.

Threats:
 More competitors are entering in the market.
 Competitors are providing more margins to retailers.
 Competitors also giving replacement facility to retailers.
 Competitors providing regular supply and strong distribution
channel.

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 CHAPTER-3 MARKETING STRATEGY OF AMUL
The first aspect of its marketing strategy of Amul is branding. What has primarily
led to the Success of Amul is
undoubtedly its Branding strategies.
We are all aware of Amul’s tagline-
‘The taste of India’ which is a reflection
of the brand commitment to providing
consumers with authentic and delicious
dairy products. The tagline banished the
notion that bread and butter are a staple
of only the British breakfast and pulled
nationalism in. Another iconic aspect of
Amul branding is The never-ageing girl
who wore a polka- dotted dress, with
blue hair and an orange face was the
company’s icon. The Amul Girl is often
depicted in cartoons, holding a packet
of Amul butter and commenting on
current events, sports, and social issues
in a humorous and satirical manner. The
Amul Girl has not only helped the
brand connect with consumers on a
deeper level but has also become a
symbol of India & vibrant and diverse
culture. Amul marketed all of
itsproducts under a single name, which
helps the brand sum up its marketing and advertising costs within 1% of the
revenue.

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3.1 AMUL’S PRODUCT PORTFOLIO ADDS TO IT'S
MARKETING STRATEGY

Amul uses an umbrella marketing strategy. With the Amul Girl campaigns and
their constant content marketing efforts, their marketing strategies are always on
point.

The second aspect of Amul’s marketing strategy is its product portfolio. Amul's
product portfolio includes a wide range of dairy products, including butter,
cheese, milk, ice cream, yogurt, and more. Amul’s variety of products caters to
different age groups, lifestyles, and dietary preferences. For example, Amul’s
low-fat and sugar-free ice cream products are designed for health-conscious
consumers, while its flavored milk products are aimed at children and teenagers.

While certain brands such as London diary, Baskin Robbins, etc., managed to
capture a few regional (ice cream) markets where they cater to high-end
customers, Amul secured their standing in the overall dairy market. Their main
target audience was, however, the middle and economic classes. The simple
reason behind their retention of customer is because of the product pricing, which
is discussed next.

3.2 AMUL'S LOW-COST PRICING STRATEGY

The third aspect of Amul marketing strategies is its product pricing. It is one of
the best promotional strategies adopted by Amul. It opted for a low-cost pricing
strategy for products that are consumed regularly. This pricing strategy of Amul
made it affordable for its target audience. Increasing the price of goods
proportional to their audience’s increase in income helped them retain their
customer base. A competitive pricing strategy, such as a one-on-one offer, was
adopted for products facing heavy competition

19
A well-planned and executed logistics and supply chain model was incorporated.
Amul was a three-tier cooperative structure.

 At the village level, there were cooperative societies producing milk.

 At the district level, there were milk unions with processing centres.
 At the state level, there were milk federations responsible for
consolidation.

This transparent model led to maximum returns for the suppliers- the farmers. As
the prices increased, their income accordingly increased as well. Also, co-
operatives are one big family. Surplus products were sent to areas with high
demand and vice versa. So, that was the Amul distribution strategy.

3.3 AMUL GIRL - ADVERTISING MASCOT OF AMUL

The well-known mascot of Amul - 'Amul Girl' is a cartoon of a young Indian girl
dressed in a polka-dotted dress with blue hair and a half pony tied up. The Amul
Girl's first advertisement portrayed the Amul product - Amul Butter as 'Utterly
Butterly Delicious'. This was a total hit!

An interesting story behind this - The Amul girl was created as a response to
Amul's rival brand Polson's butter- girl. This sales strategy of Amul was
conceived in 1967 once ASP (Advertising, Sales, and Promotion) clinched the
brand portfolio from the previous agency FCB Ulka. The Amul girl has been
the face of Amul since 1966 and is considered the longest-running advertising
campaign

20
 CHAPTER-4

RESEARCH METHODOLOGY
Research may be very broadly defined as systematic gathering of data and
information and its analysis for advancement of knowledge in any subject.
Research attempts to find answer intellectual and practical questions through
application of systematic methods. It involves the collection, organization, and
analysis of information to increase understanding of a topic or issue. A research
project may be an expansion on past work in the field. Research projects can be
used to develop further knowledge on a topic, or for education. To test the validity
of instruments, procedures, or experiments, research may replicate elements of
prior projects or the project as a whole.

4.1 RESEARCH DESIGN

Exploratory Research :

In the case of exploratory research, the focus is on the discovery of ideas. An

exploratory study is generally based on the secondary data that are readily
available. It does not have formal and rigid as the researcher may have to change
his focus or direction, depending on new idea and relationships among variables.
An exploratory research is in nature of a preliminary investigation.

21
4.2 DATA COLLECTION

Secondary Data:

When an investigator uses the data that has been already collected by others is
called secondary data. The secondary data could be secondary data can be
economical, both in the term of money. and time spent. The researcher of the
reporter also did the same and collected secondary from various Internet sites like
Google.com.altavista.com and many more. The researchers of the reporter also
visited various libraries for collection of the introduction part.

 Website
 Online pdfs

4.3 OBJECTIVE OF THE COMPANY

2. The objective of Amul, the dairy cooperative in India, is to spur the White
Revolution in the country and make India the largest producer of milk and milk
products in the world.

4. To capture the large share of the market.

5. To provide maximum customer satisfaction.

6. Continue product modification and improvement effort to increase customer

benefits and reduce cost.

7. To meet the highest international standards of quality, to expand production

capacity.

22
4.4 SCOPE OF THE STUDY

The present study is the study on GUJARAT COOPERATIVE MILK

MARKETING FEDERATION LIMITED, one of the India’s largest food
production marketing organization, which is a state level apex body of milk
cooperative in Gujarat. From the study one can easily infer the present market
position of Amul with its leading competitors.The study is designed and focused
primarily on identifying the present market position of the Amul. It also includes
identification of its core competitors and enhancing efforts.

4.5 OBJECTIVE OF THE STUDY

The objectives of this study can be summarized under the following points:

1. To study beverage industry.

2. To do SWOT analysis.

3. To study the competitors of Amul.

4. To study marketing strategy of Amul.

5. To know the overall position of the Amul.

4.6 METHODOLOGY

Marketing research is the process collecting and analyzing marketing information

and ultimately arrived at certain conclusion Management in any organization
need information about potential marketing plans and to change in the market
place. Marketing research includes all the activities that enable an organization to
obtain the information. This research is very important in strategy formation and
feed back of any organizational plan.

23
There are many type of research some are conceptual, empirical, descriptive,
explorative etc. each research type is being used for various purpose. In this
research I have used descriptive research, I try to describe what are the factors,
which affect the business plan of AMUL. Research design is the plan, structure
and strategy of investigation conceived so as to obtained to research problem and
control variances. It is the specification of methods and procedures for acquiring
the information needed. It is overall operational pattern or framework of the
project that stipulated what information is to be collected and from which source
and by what procedure.

4.7 LIMITATIONS

1. Secondary data may be incomplete and lack of accuracy.

2. Secondary data is not specific to the researcher’s needs due to the fact that it
was collected in the past for another reason. That is why the secondary data might
be unreliable for your current needs.

3. Time frame which is required was not enough to survey a greater number of
outlets.

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 CHAPTER-5

FINDINGS AND CONCLUSION

FINDINGS

1. Most of the complaints that they are not satisfied with the companys margin as
the margin is very low compared with the conpetitors product.

2. Amul Lactose Free milk is not able to prove a successful product because of
the lack of knowledge of its health benefits among the dealers as well as
customers,

3. There is delay in lead time.

4. The retailers are not happy with the damage product treatment given by then
company. The retailers wish for the replacement of the damaged products which
the company refuses to give.

5. Products of Amul are properly segmented that everyone can use their products.

6. Advertisements of Amul especally hoardings updated weekly on recent topics

in the trends, and attraets the customer attention.

7. Amul has spread almost in every part of the country.

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CONCLUSION

1. Amul dominat presence in the dairy foods market has led to Amul becoming a
household name. AMUL is one of the most successful business houses and other
companies should learn from amul how to do its business in a socially responsible
manner .In fact amul uses only 1 percent of its turnover for promotions .This
shows that it is not always necessary to spend millions on promotion when you
have creatively.

2. From the following information it is quite evident that distribution channel

network of any company plays a vital role in its position in the market.

3. AMUL has shown in all the way that why it is one of the leading company in
the market for dairy product.

4. This accomplishment of AMUL is widely credited to their well thought

Distribution channel, which gives them a competitive advantage over other
companies.

5. AMUL has paved way for others to follow, to have a successful Distribution
network.

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 CHAPTER-6
RECOMMENDATIONS AND SUGGESTIONS

1. Amul Lactose Free milk should be placed in the category of regular milk carton
of 1liter rather than 250 ml packs.

2. Provide reasonable Margin to retailers as compared to competitors.

3. Company should improve the supply chain management.

4. Amul should pay an equal attention to the hotel sectors as well since the
hoteliers have complaint of demand supply gap.

5. Amul should pay an equal attention to the hotel sectors as well since the
hoteliers have complaint of demand supply gap.

6. Amul Mik Creamer needs to keep its pricing at par with milk powder initially
to establish a customer base.

7. The price of Amul Gold Milk is high as compared to other brands of same
quality (higher fat percentage) So the price should be decreased to increased the
sale of the products.

8.The G.C.M.M.F should advertise for the product to increase the awareness level
and sales of the products specially for Amul Double Toned milk.

9.The G.C.M.M.F should launch beneficial schemes for the retailers.

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 CHAPTER-7
BIBLIOGRAPHY AND REFERENCES

1. Amul.com. "GCMMF : Amul - The Taste of India < http://www.amul.com>

2. Welcome to nddb.coop. (n.d.). Retrieved June 23, 2023, from

http://www.nddb.org/

3. Principles of Marketing -- Philip Kotler & Gary Armstrong, 2000.

4. Marketing Management -- Philip Kotler, 2000.

5. Product management—S.A.Chunawala, 1999.

6. www.amul.com

7. www.gcmmf.org

8. www.indiandairy.com

9. www.nddb.com

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