C O M PA R AT I V E

STUDY OF AMUL
DAIRY PRODUCT &
M A R K E T A N A LY S I S
OF AMUL
C H O C O L AT E S
F R O M - AV I N A S H A R R E J A
M6
CA P S TON E 2 0 1 7 - 2 0 1 9
To know awareness of people towards Amul
Products

To know the preference of Amul Products with

comparison to other brands

To know the factors which affect consumer buying

behaviour with Amul Chocolates OBJECTIVE
Swot Analysis of Amul

To study various factors such as quality, price, easy

availability, etc
 LITERATURE REVIEW
FMCG SCENARIO
• The Indian FMCG sector has a market size of US$ 13.1 billion and is the fourth largest sector in the
Indian economy. A well-established distribution network, mature logistics, intense competition
between the organized and unorganized segments, National brands and private labels/local brands
characterize the sector. It has been estimated that FMCG sector sales in India is likely to increase
from Rs. 92,100 cores in 2011-12, to over Rs.1,30,000 cores in 2015. With the presence of 12.2% of
the world population in the villages of India, the Indian rural.
• FMCG market is formidable indeed. The Indian rural market has more than 700 Million Consumers
(70% of the Indian population) and accounts for 50% of the total FMCG market. The Personal care
category in India was valued at Rs. 54.6 billion. An average Indian spends 8% of his income on
personal care products. Personal care mainly consists of Hair Care Skin Care, Oral Care, Personal
Wash (Soaps), Cosmetic and Toiletries, Feminine Hygiene.
• The sales of FMCG Personal care segment is growing by leaps and bounds in Kerala, with the most
literate and trans-culture embracing consumers in India. Kerala has been witnessing a social
transformation over the past decade to form a modern consumerist state with little focus on
farming sector, increased interest in I.T related parks, educational services, medical facilities and
tourism, higher income with huge remittances from the NRI’s and increased living standards even in
the rural areas providing better growth prospects and demand for the FMCG sector. The per capita
consumption of FMCG products is on the rise, thanks to the consumer acculturation. The deeper
market penetration and positioning of FMCG brands catering.
 INTRODUCTION
• Fast Moving Consumer Goods is the 4th largest growing sector in Indian Economy.
FMCG has three segments:
• 1. Food and Beverages-19%
• 2.Healthcare-31%
• 3.Households and personal care-50%
Amul spurred India's White Revolution, which made the country the world's largest
producer of milk and milk products.
Amul brand of milk and milk products has been recognised as best Indian FMCG
Company by International Advertising Association (IAA). Amul is marketed by Gujarat
Co-operative Milk Marketing Federation Ltd (GCMMF).
Amul Chocolate does not have much product mix depth and even its turnover and sales
growth over these years are not growing comparatively. The reason for this study is to
find out people’s behaviour regarding Amul Chocolate & the advertisement medium
most preferred for advertising the Amul chocolate to increase its awareness in the
market.
SWOT ANALYSIS
 RESEARCH METHODOLOGY
• RESEARCH INSTRUMENTS:
• Primary Research:
• Questionnaire
• Secondary Research:
• Internet
I took 35 responses to map best marketing platform for marketing of Amul products and even
people’s perception and psyche for Amul Chocolate.
CONCLUSION

It turns out people are aware of

Amul but they do not prefer it into 12 is the highest number of people
the Chocolates so much as people who are aware about Amul
take amul as a milk brand and is Chocolates .
highly attached to it.

Amul should brand its product

Amul should brand its chocolates through the Indian festivals and its
through emotional attachment touch with celebrity endorsements
connecting teenagers. and should include range category
with its different flavors
 REFERENCE
• https://en.wikipedia.org/wiki/Amul
• https://www.scribd.com/doc/28134383/Product-Mix-Amul
• https://www.ijser.org/researchpaper/A-CASE-STUDY-OF-AMUL-COOPERATIVE-IN-
INDIA-IN-RELATION-TO-ORGANIZATIONAL-DESIGN-AND-OPERATIONAL-
EFFICIENCY.pdf
• //economictimes.indiatimes.com/articleshow/63583079.cms?utm_source=contentofin
terest&utm_medium=text&utm_campaign=cppst
• https://www.scribd.com/doc/83825076/Amul-Strategy
• https://en.wikipedia.org/wiki/Fast-moving_consumer_goods
• http://reports.dionglobal.in/actionfinadmin/reports/fdr0108201343.pdf
• https://www.scribd.com/doc/248600592/Pestel-Analysis-on-Fmcg-Industry-
Economics-Essay