INTERNSHIP @ AMUL 2016

SHIVAM SHEKHAR
15104
Marketing

AMUL-Overview
Amul is an Indian Diary brand managed by Gujarat Co-operative Milk Marketing Federation

Ltd. (GCMMF), formed in 1946 at Anand District, Gujarat. Amul Promotes Indias white
revolution which makes India world largest producer of milk and milk products .
In 1946 farmers went on strike against Polson Dairy which led then to form Co-operative with

aim to collect, process and supply it to Bombay govt. after the advice of Sardar Vallabhbhai
Patel.
In brainstorming session which is conducted with aim to find a brand name, a chemist who work

in milk laboratory suggested Amul which drives from Sanskrit word Amulya which means
Priceless.
GCMMF is the marketing organisation which controls products under brand name of Amul and

Sagar. Dairy Cooperative of Gujarat have successfully created an economic network that link
3.1 million villages of India.

Growth of Amul
Five new unions in district of Mehsana, Baroda, Banaskantha and Surat in 1973.
In 2016, GCMMF became Indias largest food product marketing organization with sales

turnover of Rs 23000 crore with daily milk procurement of 180 lakh lit/per day from 18536
villages covering 33 district. Sales turnover shows a increase of Rs 3000 crore as compared to
previous year i.e Rs 20733.
Amul has a one of the largest product portfolio i.e offering 18 different products like Amul
Milk, Beverages, Cheese, Ghee etc.

SIP Overview
Joined Amul Company On 18th April 2016.
SIP Duration- 3 Months (Including 1 month extension)
Number Of Area covered- 10 (Karve Nagar, Kothrud, DP Rd, NDA Rd, Dhayari DSK, Higne,

Bavdhan, Bibwewadi, Balaji Nagar and Salisburry Park).

Number of Retailers Covered: 306 (which includes General Store, HORECA, Hyper Market)
Mentors:

Mrs Tarana Agrawal- Senior Sales Executive (Beverages)

Mr Manoj Sonawane- Assit. Sales Manager (Frozen Line)

On The Job Training-Where I was

Task
In Marketing Department:

Sales and Promotional Activity

Retailers Analysis
Competitors Analysis
In Finance Department:

Claim Settlement of Suppliers (Suppliers of Flex boards, Glow Sign etc. Claim is worth

of Rs 12 Lakhs).

Research Work
Research Topic:

Study of Customer Satisfaction for Amul Lassi In Pune

Research Objective
1) To know the Customers Satisfaction level for Amul Lassi.
2) To find out frequency of consumption for Amul Lassi.
3) To know the new expectation from Amul Lassi.
Research Type: This is a Descriptive type research which includes survey, fact findings

and enquiries from different type of sources.

Sample Size: 50 Respondents
Method of Data Collection: This research study is based on both primary and

secondary data which is been collected by the help of structured questionnaire, Amul
Website.

Research Work
Research Duration: This Survey is conducted for a period of two months starting from

April to June.
Limitations of the Research: There are certain limitations during the research that
should be considered. These limitations are:
A few respondents were not able to understand some of the question which may affect the

study to a little extent

This study is limited to the customer of Pune only.
The sample size may not represent whole market.

Data Analysis:
1. Do you Consume Amul Lassi regularly?

Feedback

Response %

Yes

68%

No

32%

Customer Preference
YES

NO

32%
68%

Data Analysis:
2. If No, What are the reasons?

Feedback

Response %

High Price

56.25%

Quantity

25%

Unavailability

18.75%

Others

Data Analysis:
Reasons
High Price

Quantity

Unavailability

19%

25%

56%

Others

Data Analysis:
3. How often you see Amul Lassi Advertisement?

Feedback

Response %

Always

28%

Sometimes

44%

Often

20%

Never

8%

Data Analysis:
ADVERTISEMENT
Always

Sometimes

Often

8%
28%
20%

44%

Never

Data Analysis:
4. How frequently do you buy Amul Lassi?

Feedback

Response %

Once a Week

54%

Twice a Week

22%

Several times a Week

14%

Other

10%

Data Analysis:
Consumption
Once In a Week

Twice In a Week

Several Times In a Week

10%
14%
54%
22%

Others

Data Analysis:
5. Analysis of responses related to attributes of Amul Lassi?
Note: Attributes of Amul Lassi are Price, Taste, Quality, Quantity, Availability and
Packaging
Follow Excel Sheet

Findings
From the above study we find that most of the people is not happy with advertisement,

as many people says they didnt see advertisement regularly.

After the analysis we find that high price is one of the reason behind people preferring
other company product.
After analysis of attributes we find that price and packaging has the major impact on
the satisfaction level of customer which is followed by taste, quality, quantity and
availability
It was also been discovered that most of the consumer of Amul Lassi will recommend it
to other which is the major advantage for Amul.

Suggestion
Pricing is one of the major problems for Amul Lassi as respondent feel it is expensive

as compared to other company products.

Since there are only two flavours i.e Rose and mango so Amul Company should try to
introduce new flavours for the lassi.
Introduction of Amul Lassi in pouch form is also best way to attract customer as it will
give additional option to the customer.
Quantity is an another problem which people complained about as they feels after
paying Rs 20 quantity they should get more than 250 ml.
Introduction of new offers like discounts, Buy two get on free, extra should be given to
customer.
As a partner for Rio Olympics, they should introduce special edition product like Pepsi
Launching special edition of Pepsi for tribute to Sachin Tendulkars 100th 100.

THANK YOU