A SUMMER TRAINING REPORT ON AMUL KOOL FLAVOR MILK STUDY CONSUMER BEHAVIOR & TRADE RESPONSE FOR AMUL

KOOL FLAVOR MILK SUBMITTED TO Shree D. T. RAVAL MANAGER AHMEDABAD DEPOT. GUJARAT CO-OPERATIVE MILK MARKETING FEDERATION LTD. AHMEDABAD UNDER THE GUIDANCE OF PROJECT GUIDE Dr. B.K. OZA & Dr. H. D. VYAS SUBMITTED BY AMIT SOLANKI DEPARTMENT OF BUSINESS ADMINISTRATION BHAVNAGAR UNIVERSITY BHAVNAGAR.
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PREFACE
The MBA programme is well structured and integrated course of business studies. The main objective of practical training at MBA level is to develop skill in student by supplement to the theoretical study of business management in general. Industrial training helps to gain real life knowledge about the industrial environment and business practices. The MBA programme provides student with a fundamental knowledge of business and organizational functions and activities as well as an exposure to strategic thinking of management. In every professional course, training is an important factor. Professors give us theoretical knowledge of various subjects in the college but we are practically exposed of such subjects when we get the training in the organization. It is only the training through which I come to know that what an industry is and how it works. I can learn about various departmental operations being performed in the industry, which would, in return, help me in the future when I will enter the practical field. Training is an integral part of MBA and each and every student has to undergo the training for

2 months in a company and then prepare a project report on the same after the completion of training. During this whole training I got lot of experience and came to know about the management practices in real that how it differs from those of theoretical knowledge and the practically in the real life. In todays globalize world, where cutthroat competition is prevailing in the market, theoretical knowledge is not sufficient. Beside this one need to have practical knowledge, which would help an individual in his/her carrier activities and it is true that Experience is the best teacher. 3 ACKNOWLEDGEMENT With immense pleasure, I would like to present this project report on a market research work on AMUL KOOL FLAVOR MILK for Gujarat Co-operative Milk Marketing Federation Ltd., Ahmedabad. It has been an enriching experience for me to undergo my summer training at AMUL, which would not have possible without the goodwill and support of the people around. As a student of DEPARTMENT OF BUSINESS OF BUSINESS ADMINISTRATION, I would like to express my sincere thanks to all those who helped me during my practical training programme. Words are insufficient to express my gratitude toward Mr. D. T. Raval, the Branch Manager of AMUL. I would like to give my heartily thanks to Mr. Anil Bayati, who permitted me to get training at G.C.M.M.F. I am very thankful to Dr. B. K. Oza & Dr. H. D. Vyas, who helped me at every step whenever needed. Lastly, I convey my regards to the whole staff, which made my stay at G.C.M.M.F. LTD. A memorandum part of life. AMIT SOLANKI DEPARTMENT OF BUSINESS ADMINISTRATION BHAVNAGAR UNIVERSITY BHAVNAGAR. PROJECT REPORT CONTENTS SECTION A THE PROJECT PROFILE 1. Project Background 2. G.C.M.M.F.: An Overview 3. List of products marketed by G.C.M.M.F. 4. Competitive situation. SECTION B THE PROJECT- EXECUTIVE SUMMARY/RESEARCH METHODOLOGY 1. Research Objectives 2. Research Design

3. Research Duration 4. Sampling Design 5. Size of Sample 6. Data Collection Method 7. Sampling Unit SECTION C 1. Sample Profile for Trade Response. 2. Sample Profile for Consumer Behavior. 3. Questionnaire for Trade Response. 4. Questionnaire for Consumer Behavior. 5. Data analysis & interpretation of Trade Response. 6. Data analysis & interpretation of Consumer Behavior. 7. Market Potential of the product. 8. Findings & conclusion. 9. Suggestions. 10. Limitations. BIBLIOGRAPHY SECTION A THE PROJECT PROFILE 1. Project Background & introduction 2. G.C.M.M.F.: An Overview 3. List of products marketed by G.C.M.M.F. 4. Competitive situation. PROJECT BACKGROUND AND INTRODUCTION In the year 1946, the first milk union was established. This union was started with 250 litres of milk per day. In the year 1955, AMUL was established. In the year 1946, the union was known as KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS UNION. This union selected the brand name AMUL in 1955. The brand name Amul means AMULYA. This word derived from the Sanskrit word AMULYA. A quality control expert in Anand had suggested the brand name AMUL. Amul products have been in use in millions of homes since 1946. Amul Butter, Amul Milk Powder, Amul Ghee, Amul spray, Amul Cheese, Amul Munch Times, Amul Shrikhand, Amul Ice Cream, Nuramul, Amul Milk, Amul Milk Drinks and Amulya have made Amul a leading food brand in India. Today Amul is a symbol of many things like of the high quality products sold at reasonable prices, of the genesis of a vast co-operative network, of the triumph of indigenous technology of the marketing savvy of a farmers organization. And have a proven moldel for dairy development. 7 G.C.M.M.F.: AN OVERVIEW Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products marketing organisation. It is a state level apex body of milk cooperatives in Gujarat which aims to provide remunerative returns to the farmers and also serve the interest of consumers by providing quality

products which are good value for money. Members: 13 district cooperative milk producers'Union No. of Producer Members: 2.6 million No. of Village Societies: 12,792 Total Milk handling capacity: 10.16 million litres per day Milk collection (Total - 2006-07): 2.38 billion litres Milk collection (Daily Average 2006-07): 6.5 million litres Milk Drying Capacity: 594 Mts. per day Cattlefeed manufacturing Capacity: 2640 Mts per day Breadspreads: Amul Butter LIST OF PRODUCTS MARKETED BY G.C.M.M.F. Amul Lite Low Fat Breadspread Amul Cooking Butter Cheese Range: Amul Pasteurized Processed Cheddar Cheese Amul Processed Cheese Spread Amul Pizza (Mozarella) Cheese Amul Shredded Pizza Cheese Amul Emmental Cheese Amul Gouda Cheese Amul Malai Paneer (cottage cheese) Utterly Delicious Pizza Mithaee Range (Ethnic sweets): Amul Shrikhand (Mango, Saffron, Almond Pistachio, Cardamom) Amul Amrakhand Amul Mithaee Gulabjamuns Amul Mithaee Gulabjamun Mix Amul Mithaee Kulfi Mix Avsar Ladoos UHT Milk Range: Amul Shakti 3% fat Milk Amul Taaza 1.5% fat Milk Amul Gold 4.5% fat Milk Amul Lite Slim-n-Trim Milk 0% fat milk Amul Shakti Toned Milk Amul Fresh Cream Amul Snowcap Softy Mix Pure Ghee: Amul Pure Ghee Sagar Pure Ghee Amul Cow Ghee Infant Milk Range

Amul Infant Milk Formula 1 (0-6 months) Amul Infant Milk Formula 2 ( 6 months above) Amulspray Infant Milk Food

Milk Powders: Amul Full Cream Milk Powder Amulya Dairy Whitener Sagar Skimmed Milk Powder Sagar Tea and Coffee Whitener Sweetened Condensed Milk: Amul Mithaimate Sweetened Condensed Milk Fresh Milk: Amul Taaza Toned Milk 3% fat Amul Gold Full Cream Milk 6% fat Amul Shakti Standardised Milk 4.5% fat Amul Slim & Trim Double Toned Milk 1.5% fat Amul Saathi Skimmed Milk 0% fat Amul Cow Milk Curd Products: Yogi Sweetened Flavoured Dahi (Dessert) Amul Masti Dahi (fresh curd) Amul Masti Spiced Butter Milk Amul Lassee Amul Icecreams: Royal Treat Range (Butterscotch, Rajbhog, Malai Kulfi) Nut-o-Mania Range (Kaju Draksh, Kesar Pista Royale, Fruit Bonanza, Roasted Almond) Nature's Treat (Alphanso Mango, Fresh Litchi, Shahi Anjir, Fresh Strawberry, Black Currant, Santra Mantra, Fresh Pineapple) Sundae Range (Mango, Black Currant, Sundae Magic, Double Sundae) Assorted Treat (Chocobar, Dollies, Frostik, Ice Candies, Tricone, Chococrunch, Megabite, Cassatta) Utterly Delicious (Vanila, Strawberry, Chocolate, Chocochips, Cake Magic) Chocolate & Confectionery: Amul Milk Chocolate Amul Fruit & Nut Chocolate Brown Beverage: Nutramul Malted Milk Food Milk Drink: Amul Kool Flavoured Milk (Mango, Strawberry, Saffron, Cardamom, Rose, Chocolate) Amul Kool Cafe Health Beverage: Amul Shakti White Milk Food COMPETITIVE SITUATION Following are the major competitors in the Milk Drink sector: Competitors Profile: 1. Amul Kool

2. Amul Kool Flavoured Bottled Milk 3. Amul Kool Thandai 4. Nestle Milk 5. Nestle Slim Milk 6. Rajavadi Mast Milk 7. Gaurav Mast Milk SECTION B THE PROJECT EXECUTIVE SUMMARY/RESEARCH METHODOLOGY 1. Research Objectives 2. Research Design 3. Research Duration 4. Sampling Design 5. Size of Sample 6. Data Collection Method 7. Data Analysis Method 8. Area of Survey 9. Sample Unit

RESEARCH OBJECTIVES 1. To estimate the market potential and perception towards Amul Kool Flavor Milk. 2. To find out the frequency of consumption of Amul Kool Flavor Milk. 3. To know the awareness level among the retailers for the Amul Kool Flavor Milk. 4. To do market analysis in order to study the usage pattern and buying behavior of Amul Kool Flavor Milk. 5. To know the awareness level of the consumers for the Amul Kool Flavor Milk. 6. To find out the causes of not buying the Amul Kool Flavor Milk. RESEARCH DESIGN EXPLORATORY RESEARCH DESIGN RESEARCH DURATION APPROXIMATELY 6 WEEKS SAMPLING DESIGN CONVENIENCE BASIS SIZE OF SAMPLE 150 RETAIL SHOPS & 100 CONSUMERS DATA COLLECTION METHOD 1. PRIMARY DATA Direct Interview through Questionnaire 2. SECONDARY DATA Websites DATA ANALYSIS METHOD GRAPHICAL METHOD AREA OF SURVEY BHAVNAGAR CITY SAMPLING UNIT RETAIL SHOPS & CONSUMERS SECTION C 1. Sample Profile of retailers. 2. Sample Profile of consumers. 3. Questionnaire for retailers. 4. Questionnaire for consumers. 5. Data analysis & interpretation of Trade Response. 6. Data analysis & interpretation of Consumers. 7. Market Potential of the product. 8. Findings & conclusion. 9. Suggestions. 10. Limitations.

QUESTIONNAIRE FOR RETAILERS SHOP NAME: AREA: ADDRESS: 1. Do you keep Amuls products? (A) Yes [ ] (B) No [ ] 2. Do you know about Amul Kool Flavoured Milk? (A) Yes [ ] (B) No [ ] 3. How do you come to know about Amul Kool Flavoured Milk? (A) By distributors [ ] (B) By customers [ ] (C) By other shopkeepers [ ] (D) Others [ ] 4. Do you keep Amul Kool Flavoured Milk? (A) Yes [ ] (B) No [ ] 5. Which kind of flavor is the most popular in your shop? (A) Kesar [ ] (B) Elaichi [ ] (C) Rose [ ] (D) Mango [ ] 6. How many bottles do you sell in a month? (A) 1 to 5 [ ] (B) 6 to 10 [ ] (C) More than 10 [ ] 7. Did you keep Amul Kool Flavoured Milk? (A) Yes [ ] (B) No [ ] 8. Why do you not keep Amul Kool Flavoured Milk? (A) As distributors still not approach you. [ ] (B) Customers do not buy this product. [ ] (C) You feel that this product will not sale. [ ] (D) You do not get regular supply/service. [ ] (E) Other reasons. [ ] 9. Retailers view about why consumers do not buy Amul Kool Flavoured Milk? (A) Unawareness about product. [ ] (B) Does not like taste. [ ] (C) Higher Price. [ ] (D) Other reasons. [ ] 10. How much stock do you keep approximately? (A) 1 to 5 [ ] (B) 6 to 10 [ ] (C) More than 10 [ ] 11. Do you think that the packaging of Amul Kool Flavoured Milk is attractive? (A) Yes [ ] (B) No [ ] 12. Do you think that logo of Amul is required to increase the sale of Amul Kool Flavoured Milk? (A) Yes [ ] (B) No [ ]

13. What are your ideas about to increase the sale of Amul Kool Flavoured Milk? (A) Price should be decreased. [ ] (B) Change in the taste. [ ] (C) Improvement in the promotion system. [ ] (D) Other ideas. [ ] 14. Why do people buy Amul Kool Flavoured Milk? (A) Better quality. [ ] (B) Good taste. [ ] (C) Cheaper than other products. [ ] (D) Hobby [ ] (E) Other reasons. [ ] 15. Do you get sufficient stock of the product? (A) Yes [ ] (B) No [ ] 16. Which other brands do you keep? (A) Amul Kool [ ] (B) Amul Kool Thandai [ ] (C) Rajavadi Mast [ ] (D) Amul Kool Chocolate Milk [ ] (E) Other brands 17. Which is the most popular brand at your shop? (A) Amul Kool Chocolate Milk [ ] (B) Amul Kool [ ] (C) Amul Kool Flavoured Milk [ ] (D) Rajavadi Mast [ ] (E) Other [ ] 18. How much profit do you get on other products? (A) Less than Amul Kool Flavoured Milk [ ] (B) Same as Amul Kool Flavoured Milk [ ] (C) More than Amul Kool Flavoured Milk[ ] THANK YOU

QUESTIONNAIRE FOR CONSUMERS CONSUMER NAME: AGE: ADDRESS: 1. Do you know about Flavoured Milk? (A) Yes [ ] (B) No [ ] 2. Do you know about Amul Kool Flavor Milk? (A) Yes [ ] (B) No [ ] 3. How did you come to know about Amul Kool Flavoured Milk? (A) By friends [ ] (B) By relatives [ ] (C) By shopkeepers [ ] (D) By advertisement (E) Others [ ] 4. By which media of advertisement you knew about Amul Kool Flavored Milk? (A) Newspaper [ ] (B) Television [ ] (C) Magazine [ ] (D) Others [ ] 5. Do you buy Amul Kool Flavoured Milk? (A) Yes [ ] (B) No [ ] 6. Why do you buy Amul Kool Flavoured Milk? (A) Good quality [ ] (B) Good taste [ ] (C) Cheaper than other products [ ] (D) Branded company [ ] (E) Other reasons [ ] 7. Which flavor do you like most in the Amul Kool Flavoured Milk? (A) Rose [ ] (B) Mango [ ] (C) Elaichi [ ] (D) Kesar [ ] 8. Why do you not buy Amul Kool Flavoured Milk? (A) Unawareness [ ] (B) Dont like taste [ ] (C) Higher price [ ] (D) Other reasons [ ] 9. Did you buy Amul Kool Flavoured Milk? (A) Yes [ ] (B) No [ ] 10. Which other brands do you buy? (A) Amul Kool [ ] (B) Amul Kool Thandai [ ] (C) Amul Kool Chocolate Milk [ ] (D) Other product [ ] 11. Which brand do you like most? (A) Amul Kool Chocolate Milk [ ] (B) Amul Kool Flavoured Milk [ ] (C) Amul Kool [ ] (D) Amul Kool Thandai [ ] (E) Other [ ] THANK YOU
Bottles sold in a month by 57 retailers. Approximately Middle Value Retailers Total 1 to 5 3 38 114 6 to 10 8 11 88 More than 10 13 8 104 Approximately 306 bottles may be sold in a month. Total Bottles sold in a year by 57 retailers. 306 * 12 = 3672

Approximately 3672 bottles may be sold in a year. Total retailers of the Bhavnagar city who keep this product Out of 150 retailers, only 57 keep this product. So, out of 500, how many keep this product? 500 * 57 = 190 150 Out of 500 retailers of the Bhavnagar city, 190 retailers keep this product. Total 306 Total bottles sold in a year by 190 retailers. 3672 * 190 = 6, 97,680 Here the total population is 7, 50, 000 in the city. Out of them, 10% are belong to class A, 18% are belong to class B, 21% are belong to class C, 22% are belong to class D and 29% are belong to class E. Here we will count only A, B, and C class of the total population that is 49%. So, Out of 100, we will select only 49 So, out of 7, 50,000, how many we should select? 7, 50,000 * 49 = 3, 67, 500 100 Out of the total population, we will select 3, 67, 500. Now in my research work, the sample size of the consumers is 100. In that 74 people are belonging to A, B, and C class to whom we will select. Out of these 74 people, 57 are the consumers of this product. Now we will find the total consumers of this product in the Bhavnagar city. Total consumers in the city. Out of 74 people, 57 buy this product Then out of 3, 67, 500, how many buy this product? 3, 67, 500 * 57 = 2, 83, 074 74 2, 83, 074 people buy this product. Frequency of the consumers to buy the product. Here we will divide the total bottles sold in a year with the consumers. 58 6, 97, 680 = 2.46 2, 83, 074 So we have found that the frequency of the consumers is 2.46 per year. That means every 2 years, the consumer buys 5 bottles. FINDINGS & CONCLUSION During the survey, it was found that still there 19.33% retailers are unaware about the Amul Kool Flavor Milk. From the survey it was found that only 47.11% retailers keep Amul Kool Flavor Milk. Because customers do not buy the product according to the retailers. The price of the product is very high as compare to its quantity of the product. Kesar is the most popular flavor in the Amul Kool Flavor Milk. Generally people buy the product because of better quality and brand name.

74% people are aware about this product in Bhavnagar city. Advertisement should be given to increase the level of awareness and sale of the product. From the awareness level, more than 77% people buy this product. From the consumers view, more than 47% people buy this product because of good taste. The Amul Kool Flavor Milk is the most popular brand and Amul Kool Chocolate Milk is the 2nd most popular brand in the Bhavnagar city. The total retailers in the Bhavnagar city for the product are 190 and the total bottle sold in a year is 6, 97, 680. The total consumers in the city are 2, 83, 074 and after every 2 years, the consumer buys 5 bottles.

SUGGESTIONS
In order to maintain and increase the sales in the city of Bhavnagar, the following recommendations regarding Amul Kool Flavor Milk; particularly regarding promotional policies is hereby suggested; The price of the product is so high. So the price should be decreased to increase the sale of the product. The G.C.M.M.F. should advertise for the product to increase the awareness level and sales of the product. The G.C.M.M.F. should launch beneficial schemes like 2+1 or 4+1, etc. to increase the sale of the product.

LIMITATIONS
Limited time available for interviewing the respondents. As a result of this it was not possible to gather full information about the respondents. The respondents were not very comfortable while revealing their correct usage pattern, no cause they may feel that they would be called or visited again and again. Non-cooperative approach and rude behavior of the respondents. If the respondents answer does not falls between amongst the options given then it will turn up to be a biased answer.