A PROJECT

REPORT ON POPULARITY OF AMUL

GROUP MEMBERS
No.
1.

2. 3. 4. 5. 6. 7. 8. 9. 10.

Name ANAGHAN PARGNESH MATHOLIYA PANKAJ DESAI UTTAM JADEJA RUTURAJ KADATHIA AJAY KUMBHANI NIKHIL MALUKANI BHARAT NAKRANI JAYESH PANCHANI ASHISH PARMAR RAHUL

Roll no. 005

141 153 155 157

SECTION-1 INTRODUCTION

INDUSTRY OVERVIEW

AMUL(ANAND MILK UNION LTD) formed in 1946 at Anand (Gujarat) Managed by Gujarat co-operative milk marketing federation ltd. (GCMMF). It is one of the best example of co-operative achivement in developing economy. AMUL made India the largest producer of milk and milk products in the world. It is largest food brand in India and worlds largest pouched milk brand with an annual turnover of US$1050million (200607).

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AMUL has entered overseas market such as mauritius, UAE, USA, Bangaladesh, Australia, China, singapore, hong-kong and a south African countries. Dr. Verghese kurien is former chairman of AMUL. On 10 Aug. 2006 parthi bhatol was elected for chairman of GCMMF.

AWARDS OF AMUL

GCMMF bags APEDA AWARD for 11th year in a row AMUL pro-biotic ice-cream gets No. 1 award at world dairy summit. Ramkrishna bajaj National quality award - 2003 AMUL-the test of india receives international CIO 100 awards for resourcefulness. Rajiv Gandhi National quality award 1999.

SECTION-2 LIST OF PRODUCTS MARKETED

Bread spreads
1. 2. 3.

Amul Butter Amul Lite Low Fat Bread spread Amul Cooking Butter

Cheese Range
1. 2. 3. 4. 5.

6.
7. 8.

Amul Pasteurized Processed Cheddar Cheese Amul Processed Cheese Spread Amul Pizza (Mozarella) Cheese Amul Shredded Pizza Cheese Amul Emmental Cheese Amul Gouda Cheese Amul Malay Paneer (cottage cheese) Utterly Delicious Pizza

Mithaee Range (Ethnic sweets)

1. 2. 3. 4. 5. 6.

Amul Shrikhand (Mango, Saffron, AlmondPistachio, Cardamom) Amul Amrakhand Amul Mithaee Gulab jamuns Amul Mithaee Gulab jamun Mix Amul Mithaee Kulfi Mix Avsar Ladoos

UHT Milk Range

1. 2. 3. 4. 5. 6. 7.

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
1. 2. 3.

Amul Pure Ghee Sagar Pure Ghee Amul Cow Ghee

Infant Milk Range

1. 2. 3.

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

Milk Powders
1. 2. 3. 4.

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

Health Beverage
Amul Shakti White Milk Food

Fresh Milk
1. 2. 3. 4. 5.

6.

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
1. 2. 3. 4.

Yogi Sweetened Flavoured Dahi (Dessert) Amul Masti Dahi (fresh curd) Amul Masti Spiced Butter Milk Amul Lassee

Amul Ice-creams
1. 2. 3.

4. 5.

6.

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

1. 2.

Amul Milk Chocolate Amul Fruit & Nut Chocolate

Brown Beverage
Nutramul Malted Milk Food

Milk Drink
1.

2.

3.
4.

Amul Kool Flavoured Milk (Mango, Strawberry, Saffron, Cardamom, Rose, Chocolate) Amul Kool Cafe Amul Kool Koko Amul Kool Millk Shaake (Mango, Strawberry, Badam, Banana)

SECTION-3 RESEARCH METHODOLOGY

TYPES OF ANALYSIS
o

DATA ANALYSIS - Qualitative research - Quantitative research DATA SOURCES PRIMARY DATA - Observation - Personal interview - Questionnaire SECONDARY DATA - Visit of amul dairy at anand - Visit of amul outlet L.J.campus, ahmedabad. - Website of amul - Survey of 200 people

SECTION-4 ANALYSIS AND FINDING

GENDER

GENDER % Male 77.00

23%

Female

23.00

MALE FEMALE

77%

AGE
1%

AGE GROUP Below 25 25 to 40 Year 41 to 60 Year Above 60 Year

% 66 28 05 01

5% BELOW 25 25 to 40 41 to 60 ABOVE 60 66%

28%

NO. OF MEMBER IN FAMILY

10%

11% SINGLE 2 to 4

PARTICULAR % Single 10.50 2 to 4 43.50 4 to 6 36.00 More than 6 10.00

36% 43%

4 to 6 MORE THAN 6

OCCUPATION
3% 13% 10% 10%

OCCUPATION Business Professional Student Service House wife Retired

% 10.00 9.50 51.50 13.00 13.00 3.00

BUSINESS PROFESSIO NAL STUDENT SERVICE HOUSE WIFE RETIRED

13%

51%

AVERAGE MONTHLY INCOME

FAMILY INCOME Below Rs. 10000 Rs. 10000 To Rs. 25000 Rs. 10000 To Rs. 25000 Above Rs. 500000

% 45.50 36.00 12.00 6.50

7% 12% 45%
BELOW RS. 10000 RS. 10000 to RS. 25000 RS. 10000 to RS. 25000 ABOVE RS. 500000

36%

CURRENTLY USED BRAND OF MILK AND MILK PRODUCTS

COMPANY % AMUL 36.28 SUMUL 13.73 N.D.D.B. 1.96 VADILAL 20.39 HAVEMORE 25.49 OTHER 2.16

2% 25% 37% AMUL SUMUL N.D.D.B. VADILAL HAVEMORE OTHER

20% 2%

14%

REASON (ASPECTS) WHILE SELECTING THE COMPANY

7% 3% 24% BRAND NAME QUALITY QUANTITY PRICE ADVERTISEM ENT SCHEME & OTHERS 34%

REASONS % Brand Name 23.46 Quality 35.07 Quantity 10.66 Price 20.38 Advertisement 7.20 Scheme & Others 2.61

21%

11%

DO YOU BUY AMUL PRODUCTS?

8%

RESPONSE % Yes 92.00 No 8.00

YES NO

92%

AWARENESS OF THE PRODUCTS OF THE AMUL

PRODUCTS Butter Milk Cheese Milk Powder Chocolate Ghee Ice-cream Sweet Beverage % 16.94 19.96 7.09 8.12 9.86 13.23 16.36 4.52 3.71
5% 4% 17%
BUTTER MILK

16%

CHEESE MILK POWEDER CHOCOLATE

20% GHEE 13%

ICE-CREAM SWEET

10%

7% 8%

BEVARAGE

REASONS FOR BUYING AMUL PRODUCTS

2%

REASONS Low Price Better Quality More Quantity Brand Name Easy Availability

% 8.72 27.35 19.32 27.00 15.56

9%
LOW PRICE BETTER QUALITY 27% MORE QUANTITY BRAND NAME

16%

27%

Schemes & Others 2.05

19%

EASY AVAILABILITY SCHEMES & OTHERS

PRODUCTS OF AMUL BROUGHT FROM

PLACE Amul Shop Gen. Retailer Agent Whole Seller Malls

% 30.30 43.94 5.30 4.17 16.29

16% 30% 4% 5% AMUL SHOP GENERAL RETAILOR AGENT WHOLE SELLER MALLS 45%

OCCATION ON WHICH PRODUCT ARE BOUGHT

23%

OCCASION % Daily 55.00 Marriage 7.00 Social Occa. 15.00 15% Festival 23.00

DAILY MARRIGE 55% SOCIAL OCCA FESTIVEL

7%

PERIOD DURING WHICH RESPONDENT BUY PRODUCT

PERIOD Daily Monthly Holiday Weekly Sunday

% 43.00 7.50 9.00 6.50 4.00

DAILY 30% MONTHLY 42% HOLIDAY WEEKLY 4% 7% SUNDAY NOT FIXED 9% 8%

Not Fixed 30.00

RESPONDENT SOURCE OF INFORMATION

SOURCE Friends & Rel. Adv. Promotional Act. Direct Mark.

% 23.33 53.33 9.58 10.83

2.92

3% 11% 23% FRIENDS & REL. ADV.

10%

PROMOTIONAL ACT. DIRECT MARK. OTHER

Other

53%

RESPONDENTS SATISFACTION LEVEL

3%

SATI. LEVEL Highly Sat. Partly Sat. Average Satisfied Not Sat.

% 42.00 22.00 9.00 24.00 3.00

24%

HIGHLY SAT. 42% PARTLY SAT. AVERAGE SATISFIED

9% NOT SAT. 22%

DIFFICIENCY IN AMUL PRODUCT

28%

PERTICULAR % Yes 28.00

YES NO

No

72.00
72%

DIFFICULTY FOUND BY RESPONDENT

16%

DIFFICULTY Poor Quality Less In Quantity Broken Package Any Other

% 15.70 20.67 19.00 44.63

POOR QUALITY 44% LESS IN QUAN. 21% BROKEN PACAGE ANY OTHER 19%

READYNESS TO BUY THE PRODUCTS OF AMUL

10%

PARTICULER Yes No

% 90.50 9.50

YES NO

90%

FUTURE ASPECTS OF RESPONDENT

ASPECTS Quality Impr. More Quantity Attractive Sch.

% 29.18 15.45 18.03

37.34

29% 38%

Price Red.

QUALITY IMPR. MORE QUANTITY ATTRACTIVE SCH. PRICE RED.

15% 18%

REASON FOR NOT PURCHASING THE PRODUCT

13%

PARTICULAR High Price Low Quality Less Avail. Less Quantity

% 54.17 29.17 4.16 12.50

4% HIGH PRICE LOW QUALITY 54%LESS AVAIL. 29% LESS QUANTITY

WHY DO THEY PERFARE BRAND

REASON Low Price More Quantity Better Quality Easy Avai. Brand Name

% 31.43 11.43 31.43 11.42 11.42 2.86

3% 11% 32% 11% LOW PRICE MORE QUAN. BETTER QUAL. EASY AVAI. BRAND NAME ADVERTISEMENT 11% 32%

Advertisement

RESPONDENTS VIEW ABOUT SHIFT OF COMPANY IN FUTURE

PARTICULAR % Yes 43.75

44% 56%

YES NO

No

56.25

RECOMMENDATION

Branded co. provide lower price Company expand product line, various size and flavour. Improve the quality of product Company expand foreign country Company should have to improve distribution channel To increase retailer and more outlets

CONCLUSION

Through the project we got more information about the dairy industry Purpose of the report to get info. About marketing mgt & knowledge about the market research Finally, know about peoples choice, thinking, knowledge & mind set

SINCERE THANKS

Our FACULTY in- charge for presentation - Pro. DEEPAL JOSHI Reference Books:
- Marketing Management by- Philip kotler - Kevin lane keller - Abraham koshi - Mithileswar jha

Web site:- www.google.com www.yahoo.com www.amul.com Personal visit:- AMUL DAIRY-anand