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A STUDY ON DISTRBUTION OF AMUL ICE-CREAMS IN TUMKUR
CHAPTER I
INTRODUCTION
MARKETING:
Marketing is everywhere formally or informally people & organizations engage in

a vast number of activities that could be called marketing. Good marketing has become as
uncertainty vital ingredients for business success and marketing profoundly affects our
day to day lives. It is embedded in everything we do from the clothes we wear to the
wet sites we click on, to the advertisements we see.
Good marketing is no accident but a result of careful planning and execution,

marketing practices are continually being refined and reformed in virtually all industries
to increase the chances of success. But marketing excellence is rare and difficult to
achieve. Marketing is both on art and a science there is constant tension between the
formulated side of marketing and the creative side.
Marketing is typically seen as the task of creating, promoting and delivering

goods and services to consumer and business. In fact marketing people are involved in
marketing ten types of entities: goods, services, experiences, events, persons, places,
properties, organizations, information and ideas.
Marketing is defined by the American Marketing Association as the activity, set

of institutions, and processes for creating, communicating, delivering, and exchanging
offerings that have value for customers, clients, partners, and society at large. The term
developed from the original meaning which referred literally to going to market, as in
shopping, or going to a market to sell goods or services.
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Kotlers Definition of Marketing
The marketing concept holds that the main task of the company is to determine
what a given set of customers needs, wants, and values are and to dedicate the
organization to delivering the solution.
Social Definition Marketing is a social process by which individuals &

group obtain what they need & want through creating offering , freely
exchanging the products & service of value with others
Consumer are very tremendously in their ages, income, educational level,

Thinking level, mobility pattern, tastes and preferences. Around two decades ago it was
economics marketing mother discipline .This was because it was seen that their economic
and mental forces govern consumer purchase decision. Economic forces such as
purchasing power may come in the way of satisfying those wants and select the products
according to the priority of consumption. Mental forces like fear, pride, fashion,
possession, sex, or romance, vanity etc create desires and wants in the mind of the
consumers. However, the rapid change taking place in the external environment has also
had a bearing on him. Consumer behaviors seen in the complex manner in which
consumer behaves. Researchers in this field have shown that the light has been shed on
the human behavior. Science be extended to the study of the behavior exhibited by
individual in their roles has consumers.
So consumer response can be said to be melding of all those bodies of knowledge

concerning with the human behavioral science to facilitate better understanding of the
disciplinary dimension of consumer behavior.
Concepts have been borrowed from other scientific disciplines and those have a
bearing on consumer behavior are mentioned below.
1) Economics
2) Psychology
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3) Socio- psychology
4) Cultural anthropology
Consumer research has become an important basis for health care marketing by
both private and public sector. Many health cares provide monitor the perceptions of their
patients regarding the delivery of services and their overall satisfaction. They use this
feedback to improve the quality of the services they provide .some health care provide
generate clients through consumers research into how consumer will select hospitals and
doctors ,Other research finding to develop innovation out patient service that satisfies
consumer needs .
1) CONSUMER BEHAVIOR:
Consumer behaviors defined as variedly the dictionary of marketing and
advertising defines consumer behavior as observable activities chosen to maximize
satisfaction through the attainment of economic goods and services such as choice of
retail outlet preferences for particular brands and so on.
The term consumer generally refers to any one engaging in any one or all the
activities mentioned in these definitions- evaluating acquiring using or disposing of goods
and services, Where as the term customer usually refers to some one who regularly
purchases from a store or company .Thus, a customer in terms of specific firm while a
consumer is not.
Traditionally the term consumer is used to define strictly in term of economic

goods and services, based on the view that consumer are potential purchases of products
and services offered for sales. In course of time this view has broaded so that at least some
scholars now consider a monetary exchange essential to definitions of consumers .It
implies that potential adopters of free services or even philosophers or ideas can also be
encompassed by the definition.
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The rational for this position is that many of activities that the people engage in
regarding free services, ideas, and philosophers and quite similar to those they engage in
regarding commercial product as services.
3) TARGET MARKET SELECTION:

This activity involve the process of reviewing market opportunities in order to
identify distinct grouping of consumer who have unique and wants, facilitating a decision
to approach each market segment with a unique market offering .By distinguishing major
segments ultimate consumers through the type purchases and other variations are made
for each segment.
The marketer may also decide to concentrate efforts on serving only one or a few
of the identified target markets. For example, in detergent market by segmenting
consumers according to their lifestyles patterns and preferences .The marketer of Rin soap
has identified a unique group of consumers in need of a certain type of soap.
4) MARKET OPPORTUNITY ANALYSIS:

Market opportunity analysis whereby trends and conditions in the market place are
examined to identify the need and wants of consumers, which are not going fully
satisfied. It begins with a study of general market trends. Such as consumer life styles and
income levels, may indicate unsatisfied wants and needs.
Further, examination involves assessing any ability that may be processed by the
organization in identified consumer desires.
5) MARKET MIX:
In this process, a strategy is developed and implemented in order to deliver an
effective combination of want satisfying features to consumer with in target markets.
Towards this, a series of decisions are made on the four Ps of marketing mix variables,
viz
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1. Product
2. Price
3. Promotion
4. Place
PRODUCT:
The nature of the physical product and services features are concern here.
Consumer behavior influences decision regarding the Size, Shape, and features of the
product, its packaging is the important aspect of services ,type of warranties and service
programs, types of accessories to be offered with it.
PRICE:
Decision regarding the price to be charged and any modifications to those prices
must be made by marketer, as they will determine the amount of revenues that may be
generated. Consumers price awareness and their sensitivity to price differences, the
extent of price reductions that may be necessitated while introducing new products and in
sales promotions. And the extents of discounts are important factors involving consumer
behavior.
PLACE:
The every marketer has to consider where and how to offer products and services
for sale. The mechanism for transferring the goods and their ownership to consumer is
also of prime concern, consumer behavior influences decision regarding the type of retail
outlet, their location and also about the image and client that should be cultivated by the
retailer.
PROMOTION:
The goals and methods communicating aspects of the organization and its offering
to target consumers are concern here. Consumer related decisions.
In promotions include those about best attention, the methods to convey messages
and the frequency of repetition of a given advertisement.
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MEDIA HABITS
Research has shown that the innovation have somewhat greater total exposure to
magazines than non-innovators. They are also more likely to watch Television is non-
innovators. Studies regarding exposure to other mass media have been few and the results
too varied to draw any useful conclusion.
The summer project on the A STUDY DISTRBUTION OF AMUL ICE-

CREAMS IN BANGALORE & TUMKUR is the Study conducted primarily to
ascertain the supply chain of Amul ice-cream in Bangalore & Tumkur area. The study also
throws light on the various competitors existing and the various complaints associated
with the Ice-creams. The study also gathers suggestions from the distributors, retailers
which would inurn contribute to the efficient sales of Amul ice-creams through these
stores.
The common scenario with companies these days is that despite the fact that they
have path breaking marketing strategies and excellent brand building tools, many a times
they fall short of the targeted sales volume. The reasons that can be attributed to this cause
are the pitfalls and impediments that occur during the course of distribution of final
products to the consumers. The study conducted is an attempt not only to recognize the
barricades to distribution, but also to analyze these barricades and purport valid
suggestions and recommendations that would enhance the effectiveness of distribution of
Amul Ice-creams.
On conclusion of the study I got various valuable insights about the problems and
thus came up with a few suggestions of my own. Many complaints were received from
the respondents regarding distributors such as irregular supply of stock and no
replacement facility. As such I recommended the close monitoring of the performance of
the distributors. I recommended that the customer should be educated with more in store
advertisements and promotional activities. The retailer should also be educated by
frequent company visits by efficient salesmen.
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INDUSTRY OVERVIEW:
INTERESTING ICE CREAM FACTS
Although the origin of ice cream is unclear in history books, the first ice cream
parlor in America opened in New York City in 1776.
In 1984, President Ronald Reagan designated July as National Ice Cream Month
and the third Sunday of the month as National Ice Cream Day.
More ice cream is sold on Sunday than any other day of the week.
Ice cream and related frozen desserts are consumed by more than 90% of
households in the U.S.
It takes the average person just about 50 licks to polish off a single scoop ice
cream cone.
Most popular Creation at Cold Stone Creamery? Peanut Butter Cup Perfection
made with Chocolate Ice Cream with Peanut Butter, Reeses Peanut Butter Cup
and Fudge.
ICE CREAM DEFINED:

Ice cream or ice-cream (originally iced cream) is a frozen dessert made from
dairy products, such as milk and cream, combined with flavorings and sweeteners, such as
sugar, and possible other ingredients.
This mixture is stirred slowly while cooling to prevent large ice crystals from forming;
the result is a smoothly textured ice cream.
Super-Premium Ice Cream has very low overrun (air) and high fat content, and
uses only the highest quality ingredients.
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Ice Cream is a frozen dessert product containing at least 10% milk-fat and at
least 20% total milk solids, safe and suitable sweeteners and optional stabilizing,
flavoring and dairy derived ingredients.
Reduced Fat Ice Cream is made with 25% less fat than the referenced ice cream.
Light or Lite Ice Cream is made with 50% less fat or 1/3 fewer calories than
referenced ice cream, provided that in the case of caloric reduction, less than 50%
of the calories are derived from fat.
Low fat Ice Cream contains not more than 3 grams of fat per serving.
Nonfat / Fat Free Ice Cream contains less than 0.5 grams of fat per serving.
No Sugar Added Ice Cream may contain artificial sweeteners, but is not
sweetened with added sugar.
Sorbet is frozen dessert similar in composition to an ice. It is a non-dairy product
with relatively high sugar content. It generally contains fruit, fruit puree or fruit
juice. Exotic flavors are often used and citric acid may be added to enhance the
taste.
Frozen Yogurt is a frozen dessert similar in composition to nonfat or low fat ice
cream mixes containing cultured skim milk and lives active cultures in the
finished frozen product. As an industry standard, the fat content is not more than
4%.
The Ice Cream Segment:
The Global Market for Ice Cream is now more than 21 billion dollars annually. Ice
cream and related frozen desserts are consumed by more than 93% of households in the
United States and we now consume more than 1.6 billion gallons annually. In the U.S.
about 50% is sold through Super Markets and 50% at your local Ice Cream Parlor.
Operators took a hit in 2010 as a combination of political unrest and natural disasters
overseas, and fluctuations in the dairy industry in this country left ice cream
manufacturers grappling with higher prices for key ingredients including milk, (Butterfat),
vanilla and cocoa. Food prices increased at their fastest rate since 1990, due mostly to a
combination of forces, including trade disruptions following evidence of Bovine
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Spongiform Encephalopathy (BSE) in both the U.S. and Canada, large increases in the
farm price of milk, and weather-related damage to some fruit and vegetable crops.
HISTORY OF AMUL ICECREAM
Amul Ice Cream was launched on 10th March, 1996 in Gujarat. The
portfolio consisted of impulse products like sticks, cones, cups as well as take home packs
and institutional/catering packs. Amul ice cream was launched on the platform of Real
Milk. Real Ice Cream given that it is a milk company and the wholesomeness of its
products gives it a competitive advantage.
In 1997, Amul ice creams entered Mumbai followed by Chennai in 1998 and
Kolkata and Delhi in 2002. Nationally it was rolled out across the country in 1999.
It has combated competition like Walls, Mother Dairy and achieved the No 1
position in the country. This position was achieved in 2001 and it has continued to remain
at the top.
Today the market share of Amul ice cream is 38% share against the 9% market
share of HLL, thus making it 4 times larger than its closest competitor.
Not only has it grown at a phenomenal rate but has added a vast variety of flavors
to its ever growing range. Currently it offers a selection of 220 products. Amul has always
brought newness in its products and the same applies for ice creams.
In January 2007, Amul introduced SUGAR FREE & Prolife Probiotic

Wellness Ice Cream, which was a first in India. This range of SUGAR FREE, LOW
FAT Diabetic Delight & Prolife Pro biotic Wellness Ice Cream is created for the health
conscious. Amuls entry into ice creams is regarded as successful due to the large market
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share it was able to capture within a short period of time due to price differential, quality
of products and of course the brand name.
Amul Ice Cream was launched on 10th March, 1996 at Ahmedabad. Subsequently
the distribution and marketing operations were rolled out across the country.
In a short span of 6 years Amul Ice Cream has become the No.1 ice cream brand
in the country. It is now the only national brand and all other ice cream brands are
regional.
Amul Ice Cream has achieved 38% share against 9% market share of HLL
making it 4 times larger than its closest competitor.
Why customers pick AMUL ICE-CREAM?

Frozen Desserts are generally made from vegetable oils / fats.
In frozen desserts milk fat is replaced with vegetable oil, hence they are unable to
give the smooth taste and flavor which only an ice cream can give.
The base of the frozen dessert can be any sort of vegetable oil which is quite
inexpensive.
MISSION:
Amuls mission is The development of farmers, nutrition to the nation, and heart in heart,
the real development of India.
OBJECTIVE
The objective of Amul is to give Value for money for the customers and good return for
the producers.
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CHAPTER II
RESEARCH DESIGN
Statement of the problem:
Manager choose a set of warehouses (stocking points ) and transportation

carriers that will deliver the goods to final destinations in the desired time or at the lowest
total cost .Physical distribution has now been expanded into the broader concept of
supply chain management (SCM).
SCM starts before physical distribution .It involves procuring the
Right input (raw materials i.e. milk, components and capital equipment) converting them
efficiently into finished products; and dispatching them to the final destinations. It
ultimately helps them improve productivity, which ultimately brings down the companys
costs.
Market logistics involves planning the infrastructure to meet demand, then
implementing and controlling the physical flows of materials and final goods from points
of origin to points of use, to meet customer requirements at a profit.
4 steps in Market logistics,
1. Deciding on the companys value proposition to its customers.
( What on-time delivery standard should be offered?
What levels should be attained in ordering and billing accuracy? )
2. Deciding on the best channel design and network strategy for reaching the customers.
( What products to source from which manufacturing facility?
How many warehouses to maintain and where should be located?)
3. Developing the operational excellence in sales forecasting , warehouse management
Transportation management and material management.
4. Implementing the solution with the best information systems, equipments, policies, &
Procedures.
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To study Distribution system of Amul Ice-Cream in Bangalore & Tumkur.
Objective:
To understand the distribution channel of ice cream companies.
To know the market share of ice creams.
To know the promotional activities of ice cream products.
To know the preference of customers towards ice cream through retailers.
To know efficiency in distribution of Ice-Creams through customers.
Scope of study:
The study conducted aims at knowing the Distribution system (Supply Chain) of Amul
Ice-cream in Banglore & Tumkur Area.
By knowing the defects of the supply chain, company can adopt different strategies to
overcome the competitors.
Distributors are the main strength of supply chain. So, by knowing the satisfaction & need
of distributors it is easy for company to overcome that problem. It will boost the
penetration, sales of Amul ice creams.
Company can easily know the customer needs & perceptions accordingly product strategy
has been developed.
To remove specific problem in supply chain. So, those minimize the cost. It will lead to
increase the profit. (According to Paretos law 20:80).
METHODOLOGY:
Data collected from
1. Primary data
2. Secondary data.
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1. Primary data:
Primary data are the data that are collected to help solve a problem or taken
advantage of an opportunity on which a decision is pending. The main method
of collecting primary data is survey method there are different types of survey
technique for example personal interview, mail survey, Internet survey and
telephone survey.
Primary data is first hand information that has been collected by the researcher
from the distributor, retailers & customer of Bangalore and Tumkur City
through personal interview method & telephone survey with the help of
questionnaire. Analysis, interpretation, summery of findings conclusion and
recommendations are completely based on primary data.
A personal interview method with help of a questionnaire has been used for
Collecting primary data so as to,
To know the distributor satisfaction level in Bangalore & Tumkur.
To know the retailers satisfaction level in Bangalore & Tumkur.
To find out the customers preferences & perception towards the ice cream
products & its distribution.
2) Secondary Data
Secondary data are data that were developed for some purpose other that helping
to solve the problem at hand. After identifying and defining the research problem and
determining specific information required solving the problem, the researcher task is to
look for the type and sources of data which may yield the desired results.
Secondary data in this research references made by the researcher with other
published sources. The present research will not be complete without complete references
to the relevant secondary data.
The sources of secondary data include the following.
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Office Boucher
Internet
Books and Journals.
Data for the present research have been collected from various sources but
primary data in case of present research plays a vital role than the report in
bibliography in detail.
Research design involved:

Personal interview with company manager, distributors, retailers & customers to
collect information. The analysis of interview leads to find out market situation.
On the basis of interview I prepared a questionnaire.
Measuring satisfaction of retailers towards ice cream products, for which the
sample size of 100 was taken from Bangalore & Tumkur city.
Sampling Process:
Sampling Population comprises of Sample Unit
Sample Unit:
Distributor of Amul Ice-cream in Bangalore and Tumkur.
Retailers are Bakery, General stores, Restaurants and Ice Cream Parlors.
Customers (Random Sampling)
Extent: BANGLORE & TUMKUR.
Duration: 6 Weeks
Statistical Tool : MS-Excel is used.
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Sampling Size:
In the present research study, All Ten Distributors in the Bangalore &
Tumkur. Sample of 50 Customers & 50 Retailers.
Sampling Plan:
To interview the sample all TEN distributors in all parts of Banglore-
Tumkur
To interview the sample customers of total 50 in all parts of Banglore-
Tumkur.
To interview the sample Retailers of total 50 in all parts of Banglore-
Tumkur.
Tools and techniques of Data Collection, Interpretation of Data.

For the purpose of collecting primary data personal interview method with the
help of questionnaire has been gathered from Respondents in Banglore-Tumkur .
For the purpose of analyzing, processing, interpreting the data, simple percentage
analysis was used which has been presented by an appropriate analysis, Pie charts & Bar
charts.
Limitations:
Analysis of questionnaire is based on assumption that respondents may

partial reveal the information.
Time duration for the study was very less (6 weeks).
Sample size of 50 retailers was short for the study, 50 customers for the
study & Only Ten distributors all around the Banglore & Tumkur.
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It was difficult to study and understand all the brands stored by the retailers.
2.10 CHAPTER SCHEME:
Chapter-I: Introduction: This chapter deals with theoretical background of working

capital management.
Chapter-II: Research design: this chapter tells about title of the study, place of study,
statement of the problem, scope of the study, objectives and limitations of the study,
methodology adopted for
Chapter- III: Company Profile: This chapter explains various significant information of
Amul Ice Cream Company
Chapter- IV: Analysis and interpretation of data: This chapter deals with an analysis of
data by using various ratios and drawn an interpretation relating to each ratio of data.
Chapter- V: Summary of findings, suggestion and conclusion: Under this chapter

important significant aspects are been drawn based on analysis results for providing
suitable suggestion.
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CHAPTER - III
COMPANY PROFILE
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 AND THE COOPERATIVE MOVEMENT
Amul embarked upon its illustrious journey as a beacon for the Indian cooperative
movement in 1946. Since then, it has been undergoing a multidimensional evolution
whose overarching objective has been the same throughout: serving the farmer and
catering to consumer requirements. A structural landmark in this evolution process was
the formation of the GCMMF in 1974. The chairman of GCMMF is Mr. Prathiba G.
Bhatal .Throughout these last 37 years, we have demonstrated-again and again-that Amul
both represents and reconciles diverse expectations and aspirations.
For the farmers, Amul brings the power to direct their own destinies. Membership
brings them the freedom that arises from secure livelihoods. For our women members,
Amul means assured employment, additional income in the household kitty and the
growing empowerment from creating and controlling that income. For the girl child,
Amul translates into education and consequent emancipation. The consumer sees Amul as
a guarantor of assured quality and of value for her hard earned money. For cooperatives
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across India, Amul is an inspiration to excel in procurement, processing, marketing and

brand building.
Notwithstanding the achievements of Amul and the Amul Pattern, their true
essence remains elusive to most who are outside the cooperative movement, and to some
who had seemed to comprise an integral part of it.
Amul is the epitome of a unique model of cooperative development called the

Amul Pattern. It is also the spearhead of the cooperative movement in India. Starting with
Polson, it has decimated the evil presence of rent-seeking middlemen from dairy business
in India. It has empowered farmers through skills of procurement, processing, marketing-
and more recently-of being in direct touch with the customer through retailing. This
ensures not only fair returns for milk produced, but also a never before closeness to the
market facilitating a real time feel of its pulse. The diffusion of this visionary experiment
has ensured the proliferation of numerous Amuls across India. Thus, Aavin, Him,
Mahananda, Milma, Nandini, Omfed, Parag, Sanchi, Saras, Snowcap, Sudha, Verka,
Vijaya, Vita-all are manifestations of Amul in its regional avatars. All of these brands and
the cooperatives that produce them serve their farmer members while growing steadily in
size, strength, and expertise market presence.
Our fledgling cooperatives have often been derided as innocent of marketing

skills. While the marketing of high profile products like ice cream may be seen as
glamorous and enviable, the achievements of the cooperatives that do not make it
regularly to the news are not less than miraculous. A massive network collecting milk
from almost 14 million farmers, testing it, grading it, transporting it twice a day from
1,20,000 villages over 12000 routes to about 500 dairy plants, processing it, packing it
and sending it to the market in almost 1000 big and small towns every single day of the
year-I hope you will agree that this is no mean task in marketing. Further, the vision that
gave this network a solid shape and the management skills that keep it running like well-
oiled machinery are hard to underestimate. Delivering wholesome nutrition to the
consumers at the most reasonable prices to be seen anywhere in the world, while
transferring the bulk of the value realized back to the farmer is a feat both in marketing as
well as in social development.
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A lot has been achieved and a lot is being achieved in the arena of cooperation.
However, a painful paradox stares at us today in the form of the very organization set up
by an Act of Parliament with a mandate to replicate the Amul Pattern doing everything in
its power to subvert it-and thereby converting its institutions into Public Sector
Undertakings. A lot of avoidable controversies and confusions have been kicked up in this
regard. So, I must make a small point in clarification: it is my firm and unshakeable belief
that the entire Amul Pattern dairy value chain from procurement through marketing-along
with the associated brand-is the sole and exclusive domain of the farmer. Great
opportunities lies in letting the farmers own and operate their own cooperatives. They will
surely make mistakes. And they will learn to do it in a better way every time. This will be
true development for our people.
MILK PROCUREMENT
Total milk procurement by our Member Unions during the year 2009-10 averaged
58.89 lakh kilograms (5.9 million kg) per day, representing a growth of 15.2 percent over
51.13 lakh kilograms (5.1 million kg) per day achieved during 2003-04.
DISTRIBUTION
Alignment of our four Distribution Highways of fresh, chilled, frozen and ambient
products was a major development during the year. This was a significant achievement in
order to develop synergies amongst all our product lines so as to leverage these highways
to introduce and increase the reach of new products as per market demand. Dont find a
comparable distribution set up in any other organization in the country.
This year major initiative was to further increase our Distributor Network in
smaller towns. It was in line with the fast changing market scenario resulting from rise in
household incomes leading to metamorphosis of rural and smaller markets, significant
increase of middle class families and migration from rural areas to smaller developing
towns. This has resulted in the emergence of growing markets in smaller towns all across
the country. An addition of almost 1000 distributors in small towns was undertaken on a
Time Based Military (TMT) technique. This initiative has already started yielding results
in the form increasing availability of products in smaller towns and thereby generating
additional business.
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Amul Yatra programme is conducted to bring channel partners to Amul so that

they get an exposure to cooperative institutions and also come to know about
achievements. This year emphasis was upon top retailers from across the country. So far,
1602 retailers from all over India have visited Anand out of which 980 top retailers came
during this year. This also included a group of top retailers from Bhutan.
DISTRIBUTION NETWORK AMUL ICE-CREAM IN

BANGALORE
GCMMF LTD
(AMUL/SAGAR)
MEMBER UNION (13)

DAIRY
MILK SOCIETIES
COLLECTION
Amul Bangalore
Amul Bangalore started in 1980, April 1 st. earlier to this Amuls products were
marketed by Spencer and by Voltas. While Spencer marketed butter, milk powder Voltas
marketed its children food. Amul took over the Bangalore operations of Spencer in 1980
and from Voltas 2 years later. At first Amul had only 2 distributors but now Amul has 10
distributors under Bangalore depot. There are 2 such depots in Karnataka with the
warehouse in Mysore. There are all together 65 distributors. More than 100 retailers are
under Bangalore depot. Bangalore depot sales for butter were Rs. 98 lakhs. They ve
promotion schemes such as trade schemes, salesman schemes, consumer offer, cross
promotion.
The margin for retailers are anywhere between 15%. The whole system follows a
pull strategy i.e. whenever the retailer has a demand for butter he sends the resp. demand
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draft which s then processed and on the other day the butter s supplied. Theres no system
of credit in Amul.
INFORMATION TECHNOLOGY INTEGRATION
Federation has further advanced its Information Technology solutions by

implementing Geographical Information System (GIS) with digital city maps at major
cities of India so as to excel in distribution planning.
It has also taken a major initiative in deploying process driven Enterprise

Resource Planning (ERP) software systems at its member unions in order to bring
efficiency in manufacturing processes.
1. Distributors in Bangalore
1. BK Agencies
140/21,1st main road, vignan nagar
GM playa main road, near renuka swimming pool
2. Guru Mehar Maarketing

No 25/1,9th cross,80feet road, Marenahalli,2nd Phase
JP Nagar
3. Allied Marketing
No 54, Standage road, Frazer town
4. Emmess enterprises
No 112/A, 5th cross, milk colony, Malleshwaram west
5. Santosh distributors
Near post office,Yalahanka new town
6. SBR Enterprises
#145, Priyadarshan petrol Bunk,Hosur road,Bommasandra Ind estate
7. Chetana Enterprises
#35,Renuka bar building ,opp kengeripolice station,Kengeri
8. Balaji agencies
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#26,5th cross,5th mail,Sampangi ramanagar
2. Distributors in Tumkur
1. Sanman Distributors
Mahalaxmi building, BH road
2. Shakti distributors
Shakti hotel,Basaweshwar road,Civil bus stand
Amul Preferred Outlets
Amul has justified its undisputed leadership in foods business by creating 5000 Amul
preferred outlets in a record time which exclusively sell wide range of Amul products.
This has been possible due to strong brand equity and immense consumer support. We
now have now ambitious plans of creating 10,000 Amul parlors by 2012.
Amul Parlors are successfully operating in more than 1400 towns at high streets,
residential areas, Railway Stations, Bus Stations, Educational Institutions and a whole lot
of Centers of Excellence.
Here is a list of the few of the Amul parlors operating across the various parts of the
country
1. Indian Institute of Management, Ahmedabad

2. New Delhi Railway Station PF6/7 & PF10/11
3. National Institute of Design
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4. Infosys Technologies in Bangalore, Mysore & Pune

5. Wipro, Bangalore
6. Indian Institute of Management, Kolkata
7. Ahmedabad Airport
8. Koyambedu Bus Station, Tamilnadu

9. Savitha Dental College, Chennai
10. IIT, Guwahati
"Amul Preferred Outlets (APOs) are an excellent business opportunity for budding
entrepreneurs. To create your APO you just need to visit www.amul.com and follow the
Amul parlour link for online application
You may also send us an email at retail@amul.coop or write to us at :
Retail Cell
Gujarat Co-operative Milk Marketing Federation Ltd.
Amul Dairy Road, Anand- 388001
Ph: (02692) 258506,7,8&9
To have a better idea please go through the following:
1. The criteria for selection of APOs would be

a. Visibility - How prominent is the location of your shop?
b. Shop area: 100 - 300 sq. ft.
c. Good Business potential
d. Exclusive Amul outlet - no other products are to be sold
2. Renovation Work of the Shop to give it a standard look - would be done to

meet the design and specifications at your cost. The cost of renovation of a typical
shop would normally be between Rs. 60,000 to Rs. 1 lac.
3. Branding- The cost of the signages fabrication and installation would be borne
by GCMMF Ltd.
23
4. Equipment- You would require the following equipment:

a. 1or 2 deep freezers (Can be purchased through Hamara Apna Deep Freezer
Scheme )
b. 1 Refrigerator through Hamara Apna Refrigerator Scheme
c. 1 pizza oven
d. 1 Chest Milk Cooler for Pouch Milk
5. Security Deposit- You would be required to furnish an interest free refundable

security deposit of Rs. 25,000 to us locked in for three year. The entire amount
would be forfeited in case the parlour closes down within the first year of
operation.
6. Supplies- The delivery of products would be done through our wholesale dealers.
7. Agreement- An agreement bringing us together would be signed.

8.
Welcome to action@amul!
9. We bring you a compilation of photos from noteworthy events at Amul.
Jan 20, 2010 FARMERS AND SENIOR OFFICIALS FROM U.S. GRAIN
COUNCIL VISITS GCMMF AND AMUL DAIRY
Jan 08, 2010 15th Amul Ice Cream Hoshin Kanri Meeting
Dec 08, 2010 Visit of Mr. Robert Carlson, Consul for Political & Economic Affairs,
U.S. Consulate, Mumbai
Nov 26, 2010 GCMMF Family wishes Dr. Kurien on his 89th Birth Day
Oct 09, 2010 DR. KURIEN GRACED GCMMFS 28TH HOSHIN KANRI
MEETING AT ANAND
Oct 07, 2010 Visit of H. E. Ms. Orna Sagiv, Consul General of Israel, Mumbai
April 29, 2010 Amul Bags International Dairy Federation Award And Srishti G-cube
Award For Good Green Governance 2009
April 20, 2010 Visit of Senior Officials from Kenya
Mar 19, 2010 Visit of Women Journalists from Nepal
Mar 05, 2010 Visit of Her Excellency, Gennet Zewide, Ambassador to Ethiopia in
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India
Feb 24, 2010 27th Hoshin Kanri Meeting At Anand
Jan 08, 2010 5th Amul Milk Hoshin Kanri meeting at Anand
Dec 28, 2009 Crisil ratings for Gujarat Co-operative Milk Marketing Federation
Dec 19, 2009 14th Amul Ice Cream Hoshin Kanri Meeting
Dec 10, 2009 Visit of Shri Kandasamy, Honble Minister for Welfare and
Cooperation, Govt. of Pondicherry
Oct 09, 2009 Amul Vidya Award 2009 : Prize Distribution Function at Tumkur on
9th Oct 2009
Oct 04, 2009 Amul Vidya Award 2009 : Prize Distribution Function at Nagpur on
4th Oct 2009
Sep 26, 2009 Amul Vidya Award 2009 : Prize Distribution Function at Udaipur on
26th Sep 2009
Sep 17, 2009 26th Hoshin Kanri Meeting At Anand
Sep 16, 2009 Visit of Prime Ministerial Delegation from Tanzania
August 18, 2009 GCMMF bags APEDA AWARD for 12th year in a row
August 04, 2009 Visit of Ministerial Delegation from Chhattisgarh
July 03, 2009 Amul & IBM sign IT services agreement to fuel future growth
June 27, 2009 Shri B M Vyas, MD, GCMMF gets prestigious Charotar Ratna Award
June 05, 2009 GCMMF (AMUL) Beats Recession, Achieves, A Turnover Of Rs.
6700 Crores
May 31, 2009 Visit of Ministerial Delegation from Uganda
May 29, 2009 14th Annual Kaizen Celebration
February 21, 2009 25th Hoshin Kanri Meeting At Anand
February 07, 2009 Indian Dairy Association (IDA) Honours B. M. Vyas for his
Outstanding Role
January 08, 2009 IAS Officer Trainees of the 2008 batch
December 25, 2008 Amuls Christmas Celebration At Second Life
December 20, 2008 13th Ice Cream Hoshin Kanri Meeting At Anand
December 05, 2008 4th Amul Milk Hoshin Kanri Meeting At Anand
November 22, 2008 Visit of Students from IIM, Ahmedabad
October 21, 2008 Visit of Dutch Expert
October 11, 2008 Launch of South South Experience Exchange Facility at World Bank,
Washington
October 07, 2008 Visit of Tetra Pak Delegation
Sept 20, 2008 24th Hoshin Kanri Meeting At Anand
August 28, 2008 Visit of Senior Journalists from the Republic of Kazakhstan and the
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Republic Uzbekistan
August 21, 2008 Visit of Chairman, National Coop. Fed. , Nepal
August 15, 2008 Amul Coops plant more than 70 lakhs trees
July 12, 2008 Visit of Training Officers from Cooperative College of Malaysia,
Kuala Lumpur
July 10, 2008 Visit of MD, NCDC, New Delhi
July 08, 2008 Visit of Secretary, AHD & Fisheries, GOI
June 30, 2008 Visit of SBI Managing Director
June 27, 2008 Visit of Mr. Walter Stechel, Consul General, German Consulate
General, Mumbai
June 26, 2008 CRISIL AAA and P1+ for GUJARAT COOPERATIVE MILK
MARKETING FEDERATION bank facilities
June 20, 2008 Visit of Singapore Indian Chamber of Commerce & Industry
June 18, 2008 Visit of World Bank Team
June 09, 2008 Visit of IFAD Team
June 03, 2008 GCMMF bags Apeda Award for 11th year in a row
March 29, 2008 Visit of African Youth Group
March 19, 2008 Visit of Board of Directors, Koyana Union
February 23, 2008 23rd Hoshin Kanri Meeting At Anand
December 21, 2007 Visit of team from Jharkhand
December 05, 2007 Visit of Dr. A. K. Rawat, Principal Scientist, Dept. of Biotechnology,
Government of India, New Delhi
November 28, 2007 Visit of BMGF Consultants
October 30, 2007 Visit of Delegation from Israel
October 20, 2007 Visit of Shri Gajendra Singh, Producer and team from Amul Star Voice
of India
October 18, 2007 Visit of Delegation from Sudan
October 15, 2007 Visit of Shri Rajendra Bhanawat, Secretary, Animal Husbandry &
Dairying, Govt. of Rajasthan
October 04, 2007 Amul Pro-Biotic Ice-cream Gets No. 1 Award At World Dairy Summit
June 23, 2007 Stamina Candy Launch
June 13, 2007 Visit of Minister of Co-operation, Assam
Apr 08, 2007 APO Press Ad
Mar 21, 2007 Visit of Delegates of Commonwealth Study Conference
Mar 20, 2007 Visit of Chairman and Board of Directors of Development Bank of
Southern Africa
Mar 07, 2007 Visit of Her Royal Highness Princess Maha Chakri Sirindhorn of the
26
Royal Kingdom of Thailand

Feb 28, 2007 Visit of Mr. Nicolas Forissier, Honble Minister of State for Food
Processing, Govt. of France
Feb 24, 2007 21st Hoshin Kanri Meeting At Anand
Jan 29, 2007 Wholesale Dealers Training programme on Marketing & Sales
Management
Jan 17, 2007 Amul Launches Indias First Pro-biotic Wellness Ice-cream & Sugar
Free Delight For Diabetics
Nov 24, 2006 Visit of Mr. Savenaca Seniloli, CEO, Rewa Dairy Coop., Fiji
Nov 17, 2006 Visit of Dr. Michael Cook, Expert on Cooperatives
Nov 16, 2006 Visit of Delegation from Peoples Republic of China
Nov 10, 2006 Amul Shakti Vidyashree Award
Nov 04, 2006 Visit of Mr. Michael A. Jackson, CEO/President, ABG
Nov 02, 2006 Visit of Ms. Julie Borlaug
Sep 23, 2006 20th Hoshin Kanri Meeting At Anand
Sep 15, 2006 Visit of FVO Mission, EU
Sep 12, 2006 Visit of President-International Operations, Hershey Co.
Aug 23, 2006 Visit of Delegation from Eritrea
Aug 19, 2006 Visit of Board of Directors of Sikkim Dairy
Aug 05, 2006 Visit of CFO, Hershey Co., USA
May 27, 2006 National Seminar on Emerging Trends in Packaging of Milk & Milk
Products
May 23, 2006 Visit of Professors from Ethiopia
Apr 06, 2006 APEDA Export Award 2004-05
Feb 22, 2006 19th Hoshin Kanri Meeting
Feb 17, 2006 Participation in Trade Fair at Shanghai, China
Feb 10, 2006 Visit of Delegation from Pakistan
Feb 09, 2006 Visit of UNCTAD Official
Jan 21, 2006 Visit of Delegation from Irish Food Trade Board, Board Bia
Jan 20, 2006 Visit of World Bank Vice President
Jan 03, 2006 Visit of IAS Officer Trainees of 2005 Batch
Jan 01, 2006 Amul launches www.amul.tv channel
Dec 25, 2005 Participation in Trade Fair Consu Mela 2005 at Junagadh
Dec 17, 2005 Visit of Shri Subodh Kant Sahai, Minister of State (Independent
Charge), Ministry of Food Processing, Govt. of India
Nov 25, 2005 Release of Dr. Kurien's memoirs "I Too Had a Dream"
Oct 19, 2005 Participation in Made in India trade fair in Mauritius
27
Oct 13, 2005 Visit of team from Ethiopia

Sep 8, 2005 Hoshin Kanri Meeting at Anand
Sep 2, 2005 Chennai Office Calls On His Excellency The Governor Of Pondicherry
Aug 28, 2005 Lok Mela in Rajkot
Aug 2, 2005 Visit of Oxfam Delegation
Jul 30, 2005 Annual Kaizen Day Celebration - Head Office, Anand
Jul 20, 2005 Treat For Kids - Amul Chocozoo
Jul 12, 2005 Visit of Senior Army Personnel
Jul 4, 2005 GCMMF donates 6 Lac packs of Tetra Pack Milk for the Flood Victims
Jul 1, 2005 GCMMF Launches new Taste of India Campaign
Jun 23, 2005 31st Annual General Body Meeting.
Jun 8, 2005 Amul Parlour at Infosys, Chennai.
Jun 2, 2005 Visit of Parliamentary Delegation from the Philippines to Anand.
Jun 1, 2005 Amul Parlour at Tata Consultancy Services, Chennai.
May 31, 2005 Amul Parlour at Somnath Temple, Prabhas Patan, Veraval.
May 30, 2005 Annual Kaizen Day Celebration - Kolkata depot.
May 14, 2005 Visit of Board of Directors of Mizoram State Cooperative Union to
Anand.
Apr 28, 2005 Amul Lite Celebration - Sampling and Spot selling to Consumers.
Apr 12, 2005 Visit of Ambassador of the Philippines to Anand.
Apr 10, 2005 Wholesale Distributors Hoshin Kanri meeting - Ahmedabad.
Apr 10, 2005 Wholesale Distributors Hoshin Kanri meeting - Delhi.
Apr 10, 2005 Wholesale Distributors Hoshin Kanri meeting - Vizag.
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Apr 10, 2005 Wholesale Distributors Hoshin Kanri meeting - Guwahati.
Mar 23, 2005 Visit of working Journalists from developing countries to Anand.
Mar 20, 2005 Visit of Nobel laureate Dr. Norman Borlaug to Anand.
Mar 19, 2005 Visit of the Hon'ble Minister for Animal Husbandry, Govt. of Sikkim,
to Anand.
Amul Butter Girl Historical Story:
The moppet who put Amul on India's breakfast table :
50 years after it was first launched, Amul's sale figures have jumped from 1000
tonnes a year in 1966 to over 25,000 tons 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 spell on
the masses.
Bombay: Summer of 1967. A Charni Road flat. Mrs. Sheela Mane, a 28-year-old
housewife is out in the balcony drying clothes. From her second floor flat she can see her
neighbors on the road. There are other people too. The crowd seems to be growing larger
by the minute. Unable to curb her curiosity Sheela Mane hurries down to see what all the
commotion is about. She expects the worst but can see no signs of an accident. It is her
four-year-old who draws her attention to the hoarding that has come up overnight. "It was
the first Amul hoarding that was put up in Mumbai," recalls Sheela Mane. "People loved
it. It was favorite topic of discussion for the next one week! Everywhere somehow or the
other the campaign always seemed to crop up in our conversation."
Call her the Friday to Friday star. Round eyed, chubby cheeked, winking at you,
from strategically placed hoardings at many traffic lights. She is the Amul moppet
everyone loves to love (including prickly votaries of the Shiv Sena and BJP). How often
29
have we stopped, looked, chuckled at the Amul hoarding that casts her sometime as the
coy, shy Madhuri, a bold sensuous Urmila or simply as herself, dressed in her little polka
dotted dress and a red and white bow, holding out her favorite packet of butter.
For 30 odd years the Utterly Butterly girl has managed to keep her fan following
intact. So much so that the ads are now ready to enter the Guinness Book of World
Records for being the longest running campaign ever. The ultimate compliment to the
butter came when a British company launched butter and called it Utterly Butterly, last
year.
It all began in 1966 when Sylvester daCunha, then the managing director of the
advertising agency, ASP, clinched the account for Amul butter. The butter, which had been
launched in 1945, had a staid, boring image, primarily because the earlier advertising
agency which was in charge of the account preferred to stick to routine, corporate ads.
One of the first Amul hoardings
In India, food was something one couldn't afford to fool around with. It had been
taken too seriously, for too long. Sylvester daCunha decided it was time for a change of
image.
The year Sylvester daCunha took over the account, the country saw the birth of a
campaign whose charm has endured fickle public opinion, gimmickry and all else.
For the first one year the ads made statements of some kind or the other but they
had not yet acquired the topical tone. In 1967, Sylvester decided that giving the ads a
solid concept would give them extra mileage, more dum, so to say. It was a decision that
would stand the daCunhas in good stead in the years to come.
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In 1969, when the city first saw the beginning of the Hare Rama Hare Krishna
movement, Sylvester daCunha, Mohammad Khan and Usha Bandarkar, then the creative
team working on the Amul account came up with a clincher -- 'Hurry Amul, Hurry Hurry'.
Bombay reacted to the ad with a fervour that was almost as devout as the Iskon fever.
That was the first of the many topical ads that were in the offering. From then on
Amul began playing the role of a social observer. Over the years the campaign acquired
that all important Amul touch.
India looked forward to Amul's evocative humor. If the Naxalite movement was
the happening thing in Calcutta, Amul would be up there on the hoardings saying, "Bread
without Amul Butter, cholbe na cholbe na (won't do, won't do). If there was an Indian
Airlines strike Amul would be there again saying, Indian Airlines Won't Fly Without
Amul.
AWARDS
GCMMF bags APEDA AWARD for 11th year in a row
31
GCMMF has bagged award for excellent performance in exports of dairy products for the
year 2006-07 from Agricultural and Processed Food Exports Development Authority
(APEDA), Minister of Commerce, New Delhi. GCMMF has won the award for 11th time.
The award was received by Mr. Raveen Choudhary, our AGM (Z-I), Delhi, from Hon'ble
Minister of Commerce, Shri Kamalnath, in a glittering ceremony held at Siri Fort
Auditorium on 3rd June, 2008.
Amul Pro-Biotic Ice-cream Gets No. 1 Award At World Dairy Summit
"Sh VK Singh, IAS, Managing Director, Punjab Cooperative Dairy Federation accepting
2007 IDF Marketing Award from Sh Jim Begg, President, International Dairy Federation
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for Amul Prolife Probiotic Ice Cream on 3rd Oct 2007 at World Dairy Summit, Dublin,
Ireland. Sh VK Singh had kindly accepted award on behalf of GCMMF."
Its another triumph for brand Amul. After emerging as Indias topmost brand, it has gone
to win one of the worlds most prestigious awards The International Dairy Federation
Marketing Award (2007) for Amul pro-biotic ice-cream launch.
Announcing the award on October 03, at Dublin, Ireland on the occasion of the World
Dairy Summit, Mr. Jim Begg the IDF President commented These campaigns are
excellent examples of best practise in branded and generic marketing from around the
world. In markets around the world that are volatile and highly competitive, dairy
products have a role in health balanced diets, and these campaigns have demonstrated the
ability of well planned and executed marketing investments.
GCMMF is the first and the only Indian organization to receive the 2007 IDF Marketing
Award which covered three categories Nutri-marketing, Innovation and Marketing
Communication. Amul Pro-biotic Ice-cream received the award in the Nutri-marketing
category.
According to Shri B. M. Vyas, Managing Director, GCMMF, We launched Amul Pro-

biotic Ice-cream as well as Amul Pro-biotic Sugar Free Ice-cream, due to the constraints
of cold chain which is a pre-requisite for ice-cream distribution. In a country like India
where we have waterborne diseases like diarrhoea, eating a spoonful or two of pro-biotic
ice-cream would keep the family healthy and strong. The product was launched with this
in view. We were the first in the country to introduce pro-biotic ice-cream and pro-biotic
sugar free ice-cream. We are happy that our efforts have been globally recognized by
bestowing the prestigious IDF Marketing Award.
In January 2007, for the first time in India and the world GCMMF introduced the Amul
range of Pro-biotic and sugar free ice-creams aimed at the health- conscious and diabetic.
Probiotics are live beneficial culture which, when administered in adequate amounts,
confer a beneficial health effect on the host. They help in digestion, especially of milk
sugar (lactose). They improve the immune system, build stronger bones and are effective
in controlling travelers diarrhea. They also help in the prevention of formation and
growth of colon cancer.
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GCMMF was the first organization in the country to launch Pro-biotic food. In order to
educate consumers and trade about the benefits of Pro-biotic ice- cream, GCMMF ran
extensive advertising and direct marketing campaigns during the year.
Ramkrishna Bajaj National Quality Award-2003
The Gujarat Co-operative Milk Marketing Federation Ltd. has emerged as the top scorer
in the service category of the prestigious IMC Ramkrishna Bajaj National Quality Award -
2003. The Certificate of Merit was presented at a glittering ceremony held at Mumbai on
March 11 by the Governor of the Reserve Bank of India, Dr. Y. V. Reddy.
According to Shri B. M. Vyas, Managing Director, GCMMF, this recognition has once
again reiterated GCMMF's commitment to quality and excellence. The biggest strength of
GCMMF is the trust it has created in the minds of consumers regarding the quality of its
products. GCMMF and its brand Amul stand for guaranteed purity for whatever products
it produces, he added.
GCMMF has bagged this award for adopting

noteworthy quality management practices for
logistics and procurement. Over the years, it has
established an efficient supply chain that
penetrates even the remotest corners of the
country. The information systems of the
Federation are comprehensive and include
details on product quality, delivery performance,
supplier quality, disaster recovery and all
essential commercial areas, the citation reads.
The Ramakrishna Bajaj National Quality Award is based on framework and principles
almost similar to the Malcolm Baldrige Award that is given by the President of the United
States to businesses - manufacturing and service, small and large - and to education and
healthcare organizations that apply and are judged to be outstanding in seven areas:
leadership, strategic planning, customer and market focus, information and analysis,
human resource focus, process management, and business results.
34
Mr. B M Vyas receives the Qimpro Gold Standard Award

Qimpro Platinum Standard, the highest individual honour, has in recent years been
awarded to Chandra Mohan, Aditya Birla, Deepak Parekh, F C Kohli, Dr J J Irani, Azim
Premji, and Kumar Mangalam Birla. Qimpro Awards are recognized by the ASQ and the
Institute of Quality Assurance, UK
AMUL - THE TASTE OF INDIA (GCMMF)
receives
INTERNATIONAL CIO 100 AWARD FOR RESOURCEFULNESS
GCMMF is a winner of the prestigious international CIO 100 award from IDG's CIO
Magazine, USA. The 2003 CIO 100 award recognizes the organisations around the world
that excel in positive business performance through resourceful IT management and best
practices.
35
This CIO International IT excellence Award has recognised the Cooperative Movement &
its Leadership under the "Amul" brand, initiated by Dr. V Kurien, Milkman of India,
whose main Motto is to build Indian Society economically & literally strong through
innovative cooperative resourceful network, so as to provide quality service & products to
the end consumers and good returns to the farmer members.
This award has also given direction that IT need to be encouraged & adopted more &
more at grass root level and bridge the digital divide through proper training, re-training
so as to bring radical change & benefit to the Indian society.
It has also recognised the Managing Director, Mr. B M Vyas, who has taken IT initiative
by setting the direction "GCMMF as IT Company in Food business". It has also
inspired all the employees of GCMMF Enterprise to sustain the challenges as a "Change
Agent" by excelling their IT skills in order to transform the people around them towards
IT Integration (e-Vision) on both the ends of supply chain (Village level Farmer to end
consumer). This award also motivated the each & every member dairy, Amul's wholesale
distributors, retailers, transporters and suppliers who have supported whole-heartedly the
IT initiatives of GCMMF.
The Gujarat Co-operative Milk Marketing Federation (GCMMF) has been

honoured at the CIO 100 Symposium & Award Ceremony on August 19, 2003, at the
Broadmoor in Colorado Springs, Colorado, USA. Shri Subbarao Hegde, Head of IT
had been to USA and received the said Award on behalf of GCMMF. The photograph
link of the recipient of the CIO award along with CIO Magazine's Editor in Chief, Abbie
Lundberg, can be seen at www.cio.com
Rajiv Gandhi National Quality Award -

1999
After creating ripples in the market

whether it be with a Rs. 20/- Pizza or
with a "real" Ice Cream, Amul has done
36
it again. But this time, it is not only for new product launches or giving a tough fight to
best of the food companies in extremely competitive segments, it has now topped as the
winner of the "Best of All" Rajiv Gandhi National Quality Award for the year, 1999.
The award which is considered equivalent of Malcolm Baldrige National Quality Award
of USA and European Quality Award, is the most prestigious award which recognizes
achievements of an organization in terms of excellence in business results, business
processes, customer satisfaction as well as societal and environmental impact.
GCMMF, the apex marketing body of well known Amul, Sagar and Dhara brands of
products is a Cooperative Federation of more than 2 million milk producers of Gujarat.
Pioneered by Dr. Verghese Kurien, the father of white revolution, GCMMF is today
nation's largest food company with an annual turnover exceeding Rs 2300 Crores.
Looking at the emerging trends of liberalization and impact of WTO, the GCMMF
proactively embarked upon Total Quality Management as a change management
initiatives to strengthen all its functional processes to effectively combat emerging
competition. It undertook successfully a number of TQM initiatives like Kaizen,
Housekeeping, Small Group Activities, Hoshin Kanri (Policy Deployment) across the
organization.
Realising that unless the TQM initiatives are accepted by all the business partners, the
same would remain ineffective. As a very unique measure Amul extended all the TQM
initiatives to its business partners whether it was the farmer producer in the village or a
wholesale distributor in a metro town or its most sophisticated production unit.
Shri B.M. Vyas, Managing Director, who championed this movement realized way back
in 1994 that with emerging competition, doing business would become more exciting yet
extremely competitive which would require at times not only a whole set of new skills
and competencies but quick adaptability to change without much stress or turbulence. The
initiation of TQM was to work with the well known quality management initiatives which
have proven to be effective elsewhere to create a culture of transparency, openness and
leadership in the organization.
37
Employees of GCMMF have done more than 1.60 lakhs Kaizen since May, 1995 which
has impacted in bringing in a culture of continuous improvement. The housekeeping
initiatives have helped keeping the offices/warehouses neat, clean and more productive,
be it be the Office premises or the godowns or even Computers. More than 150 SGAs
(Small Group Activity) have been carried out in cross functional groups to address the
problem and pain areas of the organization, be it an issue of sales, marketing, HR or IT.
The organization has implemented a customized ERP for seamless integration of its 40
odd sales offices from Jammu to Port-Blair and Head Office. All its wholesale dealers are
computerized and GCMMF is moving on a B2B model for integration interface with its
dealers be it for placing order for buying its products, sharing information or for tracking
logistic of dispatch/receipt of goods.
One of the unique initiatives has been in terms of involvement of its wholesale dealers in
a common platform to address issues of market/customers. All the wholesale dealers from
across the country have visited Anand in a unique programme called "AMUL YATRA". In
the next phase, the organization has already started inviting the salesmen of these
wholesale dealers for this programme. It also intends to invite the top retailers of various
cities/towns to Anand. The purpose is not as much to orient them to GCMMF's business
plans, but to inculcate a super-ordinate goal in their heart that when they are associated
with AMUL, they are working for a modest milk producer in the rural hinterland of the
country and that is what true progress is about. GCMMF has more than 200 Amul Quality
Circles in the country where all the above wholesale Dealers meet in group on every third
Saturday of the month to discuss their business, quality initiatives and also pain areas.
This has impacted tremendously not only in communication but also in improving the
transparency in the organization.
GCMMF has also embarked upon for last 4 years, 'Hoshin Kanri' a ployment initiative
where more than 100 Officers/Heads participate twice in a year to review its business
goals/processes and implement new initiatives. These are further cascaded to the
wholesale dealers in different territories in a two day exercise called Vision Mission
Strategy (VMS) Workshop. These initiatives have resulted common understanding of
goals, eliminating communication barrier.
38
The initiative of TQM six years back has made the organization efficient whether it be in
launch of brands, or in implementing ERP's or expanding its distribution network. More
striking feature of GCMMF's TQM experience is the integration of its business linkages at
the village level to the forward linkage through its sales offices/wholesale dealers in the
market.
In a glittering function organized at Vigyan Bhawan, New Delhi on 12th November, 2001,
Shri Shanta Kumar, Hon'ble Minister of Consumer Affairs, Food and Public Distribution
gave away the awards to Shri B.M. Vyas, MD of GCMMF.
PRODUCT PROFILE:
"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. 6,711crores in
2010, 19.3%). Today Amul is a symbol of many things. Of 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 of a
proven model for dairy development.
39
NUT-O-MANIA
KAJU DRAKSH KESAR PISTA ROYALE
ROASTED ALMONDFRUIT
FRUIT BONANZA
BONANZA
NATURE'S TREAT
ALPHONSO MANGO FRESH LITCHI
SHAHI ANJIR FRESH STRAWBERRY
BLACK CURRANT FRESH PINEAPPLE
SANTRA MANTRA
UTSAV
ANJIR ROASTED ALMOND
UTTERLY DELICIOUS
VANILLA STRAWBERRY
CHOCOLATE CHOCOCHIPS
CAKE MAGIC
ROYAL TREAT
BUTTERSCOTCH RAJBHOG
MALAI KULFI
SUNDAES
MANGO DOUBLE SUNDAE
BLACKCURRANT SUNDAE MAGIC
ASSORTED TREATS
CHOCOBAR FROSTIK
FROSTIK TRICONE
DOLLIES CHOCOCRUNCH
ICE CANDIES MEGABITE
40
AMUL ICE CREAM is made from Milk and Milk products, Sugar,
Stabilizers & Emulsifiers.
Composition:
Milk Fat 13.5% to 14.5%

Total Solids 40% to 41%
Sugar 15% Approx.
Acidity 0.17% to 0.19%
Protein 3.9% to 4.1
Food Energy Value:
Calories per 100 ml -196.7 kcal
Flavours:
Vanila, Strawberry, Pineapple, Orange, Rose, Mango, Chocolate,

Honey-Dew-Melon, Tutti Frutti, Litchi, Kesar Pista, Kaju Draksh,
Butterscotch, Chocochips, Rajbhog and Cashew Break.
41
Packaging:
50 ml cup, 100 ml cup, 500 ml pack,1 litre pack, 4 litre pack, Chocobar,
Ice candies, Cones and Kulfies.
Special Features:
Various varities of Ice Cream can be made from the basic mix by
addition of required amount of permissible colours and flavours. Dry
fruits and nuts would be used for making premium varities of Ice
Cream.
Gujarat Cooperative Milk Marketing Federation
GCMMF: An Overview
GGujarat 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.
CRISIL, India's leading Ratings, Research, Risk and Policy Advisory company, has assigned its
highest ratings of "AAA/Stable/P1+" to the various bank facilities of GCMMF.
Members: 13 district cooperative milk

producers' Union
No. of Producer Members: 2.9 million
No. of Village Societies: 15,322
Total Milk handling capacity: 13.07 million litres per day
Milk collection (Total - 2009-10): 3.32 billion litres
Milk collection (Daily Average 9.10 million litres
2009-10):
Milk Drying Capacity: 647 Mts. per day
Cattlefeed manufacturing 3740 Mts per day
42
Capacity:
Sales Turnover Rs (million) US $ (in million)

1994-95 11140 355
1995-96 13790 400
1996-97 15540 450
1997-98 18840 455
1998-99 22192 493
1999-00 22185 493
2000-01 22588 500
2001-02 23365 500
2002-03 27457 575
2003-04 28941 616
2004-05 29225 672
2005-06 37736 850
2006-07 42778 1050
2007-08 52554 1325
2008-09 67113 1504
2009-10 80053 1700
List of Products Marketed:
Breadspreads:
Amul Butter
Amul Lite Low Fat Breadspread
Amul Cooking Butter
43
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
44
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:
45
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
Amul Kool Koko
Amul Kool Millk Shaake (Mango, Strawberry, Badam, Banana)
Health Beverage:
Amul Shakti White Milk Food

"Amoolya," was suggested by a quality control expert in Anand. Variants, all
46
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. 67.11 billion in 2008-09). Today Amul is a symbol
of many things. Of 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' organisation. And of a proven model for dairy
development.
47
Amul "Utterly Delicious" Parlours
Amul has recently entered into direct retailing through "Amul Utterly Delicious"
parlours created in major cities Ahmedabad, Bangalore, Baroda, Delhi, Mumbai,
Hyderabad and Surat. Amul has plans to create a large chain of such outlets to be
managed by franchisees throughout the country. We have created Amul Parlours at some
prominent locations in the country, which are run by the company or its wholesale
dealers:
1. Delhi Metro Rail Corporation

2. The Somnath Temple
3. National Institute of Design
4. Infosys Technologies in Bangalore, Mysore & Pune
5. Wipro campus in Bangalore
6. Ahmedabad Municipal Corporation
7. Surat Municipal Corporation
8. Delhi Police
9. Gujarat State Raod Transport Corporation
"Amul Utterly Delicious" parlors are an excellent business opportunity for investors,
shopkeepers and organizations. In order to come closer to the customer, we have decided
48
to create a model for retail outlets, which would be known as "Amul Preferred
Outlets"(APO). E-mail us at parlour@amul.coop
Export
GCMMF is India's largest exporter of Dairy Products. It has been accorded a
"Trading House" status. GCMMF has received the APEDA Award from Government of
India for Excellence in Dairy Product Exports for the last 9 years.
The major export products are:
Consumer Packs:
Amul Pure Ghee

Amul Butter
Amul Shrikhand
Amul Mithaee Gulabjamun
Nutramul Brown Beverage
Amulspray Infant Milk Food
Amul Cheese
Amul Malai Paneer
Amul UHT Milk (Long Life)
Amul Fresh Cream
Bulk Packs:
Amul Skimmed Milk Powder
Amul Full Cream Milk Powder
As a first step towards ECommerce in India, Amul is delighted to offer you the cyber
shopping experience with a wide range of Amul dairy products in all major cities of India.
You can order your favourite Amul Icecreams at the new Amul Icecream Cyberstore.
The "Taste of India" is now a few clicks away from your doorstep...
49
Note: Please "Select" the item you wish to order, then enter the quantity (No. of Units
required). The total price for the item will be automatically calculated. Once you are done,
you can click on the "Calculate Total" button. Then, enter the order information, and click
on the "Place Order" button. Detailed Terms and Conditions are given below (at the end).
For Amul products in other countries, please check our Exports Page. Amul products are
available in US, Gulf Countries and Singapore.
Applicable Prices
Max. No. of
Sr Total Price
Select Product Pack Size Retail packs
No. Rs.
Price Required
Rs.
1 Amul Butter 100g Pack
25.00
Rs.
2 Amul Butter 500g Pack
122.00
Delicious Table Rs.
3 100g Pack
Margarine 13.00
Delicious Table Rs.
4 500g Pack
Margarine 62.00
Amul Lite Lowfat Rs.
5 200g Tub
Breadspread 35.00
Rs.
6 Amul Cheese 400g Tin (EOE)
129.00
Rs.
7 Amul Cheese Slices 200g Pack
83.00
Amul Cheese Rs.
8 200g Pack
Chiplets 72.00
Rs.
9 Amul Cheese 1kg Block
241.00
Rs.
10 Amul Cheese Spread 200g Tub
53.00
Rs.
11 Amul Pizza Cheese 200g Pack
60.00
Amul Emmental Rs.
12 400g Pack
Cheese 170.00
Rs.
13 Amul Gouda Cheese 250 g
120.00
50
Rs.
14 Amul Gouda Cheese 1 kg
460.00
Rs.
15 Amul Malai Paneer 200g Dice Pack
38.00
Amul/Sagar Pure
Ghee (Available only Rs.
16 1 Litre Tin
in Gujarat & 265.00
Maharashtra)
Amul/Sagar Pure
17 500ml Pouch
in Gujarat & 130.00
Maharashtra)
Amul/Sagar Pure
18 2 Litre Tin
in Gujarat & 515.00
Maharashtra)
Amul/Sagar Pure
19 5 Litre Tin
in Gujarat & 1275.00
Maharashtra)
Rs.
20 Amul Pure Ghee 1 Ltr Refill
260.00
Amul/Sagar Pure
21 1 Ltr Pouch
in Gujarat & 252.00
Maharashtra)
Amul Shrikhand
Rs.
22 (Availabile only in 500g cup Elaichi
58.00
selected markets)
Amul Shrikhand
Rs.
23 (Availabile only in 500g cup Mango
59.00
selected markets)
Amul Shrikhand
Rs.
24 (Availabile only in 500g cup Kesar
66.00
selected markets)
Amul Shrikhand
500 g Badam Rs.
25 (Availabile only in
Pista 65.00
selected markets)
Amul Mithaee Rs.
26 1kg Tin
Gulabjamun 130.00
Amul Mithaee Rs.
27 500g Tin
Gulabjamun 70.00
51
Rs.
28 Nutramul 500g Refill
110.00
Rs.
29 Amul Chocolates 35g Milk
15.00
Rs.
30 Amul Chocolates 40g Fruit & Nut
25.00
Rs.
31 Amul Almondbar 35g
15.00
Rs.
32 Amul Chocozoo 232g Tin
125.00
Rs.
33 Amul Chocozoo Tub 500 g
180.00
Amul Dark Rs.
34 35g
Chocolate 20.00
Amul Taaza Double Rs.
35 1 Litre Tetra
Toned Milk 39.00
Amul Taaza Double Rs.
36 200 ml Tetra
Tone Milk 10.00
Amul Tazza Toned
Rs.
37 Milk - Nothern 1 Litre Tetra
42.00
Eastern States
Rs.
38 Amul Gold Milk 1 Litre Tetra
43.00
Amul Lite Skimmed Rs.
39 1 Litre Tetra
Milk 45.00
Amul CALCI + high Rs.
40 1 Litre Brik
calcium milk 45.00
Mithaimate
Rs.
41 Sweetened 400g Can
58.00
Condensed Milk
Rs.
42 Amulspray IMF 500 g Pouch
116.00
Rs.
43 Amulspray IMF 500g Refill
117.00
Rs.
44 Amulspray IMF 500g Tin
121.00
Rs.
45 Amulspray IMF 1 kg Pouch
214.00
Rs.
46 Amulspray IMF 1 kg Tin
234.00
52
Sagar Skimmed Milk Rs.

47 500g Pouch
Powder 120.00
Amulya Dairy Rs.
48 500g Pouch
Whitener 119.00
Amulya Dairy Rs.
49 500g Refill
Whitener 120.00
Amulya Dairy Rs.
50 1 kg Pouch
Whitener 237.00
Amul Kool (Kesar, Rs.
51 200ml Bottle
Elaichi, Rose) 15.00
Amul Kool (Kesar, Rs.
52 200ml Tetra
Elaichi, Chocolate) 15.00
Rs.
53 Amul Kool Kesar 250 ml can
25.00
200 ml Glass Rs.
54 Amul Kool Cafe
Bottle 16.00
Rs.
55 Amul Kool Cafe 250 ml Can
25.00
200 ml Tetra Rs.
56 Amul Kool Cafe
Brik 15.00
Rs.
57 Amul Kool Koko 250 ml Can
25.00
Amul Kool Millk
Shaake (Mango, Rs.
58 220 ml Can
Strawberry & 25.00
Badam)
Amul Kool Millk
180 ml Tetra Rs.
59 Shaake (Mango &
Pack 15.00
Strawberry)
200 ml Tetra Rs.
60 Amul Fresh Cream
Brik 32.00
Rs.
61 Amul Fresh Cream 1 Lit Tetra Brik
120.00
Amul Masti Spiced Rs.
62 200ml Tetra Brik
Butter milk 10.00
Amul Masti Spiced 1 Litre Tetra Rs.
63
Butter milk Brick 35.00
200 ml Tetra Rs.
64 Amul Lassee(Rose)
Brick 12.00
65 Lassee 1 Lit Tetra Pack Rs.
53
41.00
Rs.
66 Amul Basundi l Ltr Tetra Brick
103.00
Total
54
CHAPTER - IV
DATA ANALYSIS & INTERPRETATION
Fig1.1. FIGURE SHOWING AGE OF CUSTOMERS RESPONDENTS
Age Below 15 yrs 15-25 yrs 25-45 yrs >45 yrs

Number of
response 2 30 16 2
Percentage 4% 60% 32% 4%
Interpretation
It can be inferred from the above graph that, 60% of respondents are in the
15-25 age group. I find from this age group most like to eat Ice Creams.
Respectively 25-45 years, <15 years &.>45 years group.
55
MONTHLY
INCOME LEVEL RESPONDENTS %
Below Rs.10,000 25 50
Rs10,000-Rs20,000 10 20
Rs20,000-Rs30,000 10 20
> Rs30,000 05 10
TOTAL 50 100
FIG 1.2: Table showing monthly income level of respondent
Interpretation
It can be inferred from the above graph that, 50% of respondents are Below
Rs10,000 income group. Only 10% of respondents are >Rs30,000 income
group.
56
FIG1.3: Figure shows frequency of buying habit in customers.
FREQUENCY RESPONDENTS PERCENTAGE
Daily 05 10%
Twice in week 10 20%
Once in week 25 50%
Once in month 10 20%
TOTAL 50 100%
Interpretation
57
It can be inferred from the above graph that, 50% of respondents eat
ice creams once in week. In Bangalore week end they go outside after dinner
they eat ice cream. Some 10% of respondent eat daily they all below 20 year
age group.
Mostly > 45 year group have ice cream once in a month.
Fig1.4: Do you buy Amul Ice cream? If yes, Specify
Flavors Respondents Percentage

Vanilla 20 40%
Butter Scotch 15 30%
Chocolate 05 30%
Mango, An 20%
10
jeer & Others
58
Interpretation:
It can be inferred from the above graph that, Vanilla flavor is gold coin
for the company. It is highest selling brand in market. After vanilla, Butter
scotch, Mango & others and chocolate flavor has demand in market
respectively.
Fig1.5: Whenever you want to buy ice-cream is available easily?
59
Criteria Respondents Percentage
Yes, Available 35 70%

(Any time)
No, Some time not 15 30%

Available
Interpretation:
It can be inferred from the above graph that, Amul ice-creams
available reasonably in all places in Banglore & Tumkur. There are 70%
60
respondents gave yes for availabity of ice-cream whenever they want to eat
ice-cream.
Particulars Respondents Percentage

70%
35
Wait for favorite
other brand but 20%
10
same flavor
10%
05
Not brand loyal
0%
0
No idea
Fig1.6:If customer is not get his favorite flavor in Amul icecreams,then what
he does???
61
Interpretation:
It can be inferred from the above graph that, if customer is not get his
favorite flavor of Amul icecreams 35 respondent wait for their favorites. It
shows Amul customers brand loyal. And also 20% of customers shows loyal
to their favorite flavor.
Fig1.7: What is the response from company towards damage claim..?
62
RESPONSE NUMBER OF PERCENTAGE

RESPONDENTS
Satisfactory 10 20%
Good 30 60%
Bad 05 10%
Very bad 05 10%
Interpretation:
63
It can be inferred from the above graph that, the response from
company towards damage claim Good, because 60% respondent says
company response is good, when customers claim for damaged product.
RESPONSE NUMBER OF PERCENTAGE Even though

RESPONDENTS 5%
respondent
Yes 40 80%
still feel
No 10 20% company
response is very bad.
Fig1.8: Is the pricing of Amul is competative with other brands..?
64
Interpretation
It can be inferred from the above graph that, pricing of Amul is
competative with other brands.It is strongly justified by respondents by
giving 80% Yes answer.This shows Amul pricing strategies very good.
Fig1.9: How deep Amul Icecreams penetration in the market?
65
NUMBER OF
RESPONSE RESPONDENS PERCENTAGE
Very good 05 10%

\
Good 30 60%
O.K 15 30%
Bad 00 0%
Interpretation
It can be inferred from the above graph that, Amul ice cream has good
penetration in market. The entire respondent gave response as penetration is
very good, good and O.K. But important that nobody is gave response as
66
bad. Still Ice cream segment has scope to increase its penetration to cope up
with their competitors.
RETAIL SURVEY
Fig1.1: PAINTING ON STORES
Painting on stores
Waves
8%
Soft Drinks Nandini Waves
24% 10% Nandini
Dairy rich
Dairy rich Arun
10%
Others
Amul
8% Arun Vadilal
6% Kwalitywall
walls
Others
Kwality walls Amul
16% Vadilal 12% Soft Drinks
6%
Interpretation:
It can be inferred from the above graph that, most of the paintings on stores
is on soft drinks (24%) and followed by Kwality walls ice creams which is
(16%). So, still there are options to put ads of ice creams in retail shop.
An analysis also shows that Kwality walls ice cream is having more ads on
stores, so for increase of Amul sales ads are very important in stores.
67
Fig1.2: SIGN BOARD
SIGN BOARD
Soft Drinks Waves
8% 6%
Waves
Nandini
Others 18% Nandini
18% Dairy rich
Arun
Amul
Dairy rich Vadilal
10%
Kwality walls
Kwalitywalls Arun Others
22% Amul 6% Soft Drinks
Vadilal 6%
6%
Interpretation:
It can be inferred from the above graph that majority sign board of Kwality
walls ice cream (22%) and followed by Nandini, other ice cream company
(18%) sign boards tell us that more customers are attracted from these sign
boards. So, Amul is also thinking to put more sign boards in retail shops
which will be one of the best promotional activities for AMUL and thus
helps to increase of sales.
68
Fig1.3: Total Market Share of individual companys
Interpretation:
It can be inferred from the above graph that major market share is
covered by Kwality walls ice cream (25%) and followed by AMUL, Dairy
rich, Nandini ice creams then the other ice cream companies(locals).
69
Fig1.4: Total Inventory of Individual Company by Retailers
Interpretation:
It can be inferred from the above graph that huge inventory is from Waves
ice cream i.e. (15%) and followed by Kwality walls i.e. (14%) and Vadilal
i.e.(13%).
70
Fig1.5: Minimum delivery time:.(hours)
Waves 3
Nandini 4
Jamaai 1
Kwalitywa
lls 2
Arun 2
Amul 5
Vadilal 4
Others 2
It can be inferred from the above graph that minimum delivery time taken by
Jamaai is 1 hr and followed by Arun, Kwality-walls, others (2 hrs). This is
71
the minimum time taken by distributors to supply ice cream products to

retailers.
Fig1.6: Average delivery time taken...,(Hours)
Waves 3.8
Nandini 6
Jamaai 3.3
Kwality
walls 3
Arun 3.8
Amul 6.2
Vadilal 5.8
Others 3.6
It can be inferred from the above graph that Average delivery time taken by
Kwality walls ice cream is 3 hrs followed by Jamaai i.e. 3.3 hrs and from
72
others is 3.6 hrs this is the average time taken by distributors to supply ice
cream products to retailers.
Waves 9
Nandini 9
Jamaai 6
Kwality
Fig1.7: walls 8 Maximum Delivery Time
taken.. Arun 6 (Hours)
Amul 9
Vadilal 9
Others 5
Interpretation:
73
It can be inferred from the above graph that Average delivery time taken by
Waves, Nandini, Amul, Vadilal, i.e. 9 hrs and followed by Kwality-walls 8
hrs and from other ice cream it is 5 hrs. This is the maximum time taken by
the distributor to supply the ice cream products to retailers products.
Fig 1.8: Preference given by customer for purchase of Ice creams.
Interpretation:
74
From the above chart it

Allied Mktg 13
can be Emmess ents 08 interpreted that,
33% of the Santosh Dist 07 customers
prefer brand, Sanman dist 10 24% of them
look for SBR Enterprises 01 availability and
15% of them Chethana Entp 04 prefer price. So
it can be said Balaji agencies 03 that brand,
availability and Shakti Dist 0.8 price play
important roles in attracting customers.
Years
Distrbutors
Bk Agencies 11
GuruMehar Mktg 0.5
DISTRIBUTORS SURVEY:
Fig1.1: How long have you associated with Amul Ice- cream supply chain?
Interpretation:
From the above chart it can be interpreted that, there are old as well as new
players in distribution of Ice-creams. Allied marketing from past 13 years
75
Associated with Amul Ice- cream supply chain. It shows Amul have good
relation with its distributors. Guru mehar & shakti distributors started
recently, it shows Amul giving opportunity to new youngster.
Fig 1.2: Are satisfied with supply chain network of Amul Ice-creams?
RESPONSE RESPONDENTS PECENTAGE
Yes 09 90%
No 01 10%
Interpretation:
It can be inferred from the above graph that, about 90% of Amul distributors
are satisfied in distribution of icecreams. It is may be because of Amul
brand name ,Quality, margin etc..
76
Fig 1.3: Rating of the factors those affect the distribution network.
Factors Total Rate

Availability of the
41
product
Delivery of the product 46
Availability of the product 42
Margin for the product 45
Co-ordination in dist
40
channel
Reduction in shrinkage 32
Shortage problem 48
Interpretation
It can be inferred from the above graph that, Shortage in package is main
problem it is main factor which is affecting distribution. After this Delivary
of product on time & margin to distributors factor plays vital role to
distributors.
Fig1.4 Do you any problem in distribution and supply? If yes specify
77
RESPONSE RESPONDENTS PERCENTAGE
Yes 07 70%
No 03 30%
Interpretation
It can be inferred from the above graph that, 70% of distributor facing one
and another problems. According their response they have problem in
summer. In summer they face late delivery, less supply, shortage problem in
packages, they wont get required flavor ice-creams.
Fig1.5: Which category of Amul Ice-cream is most selling in the market?
78
Most selling
ice-cream Respondent Percentage
brand
a. Vanilla Ice- 80%
08
cream
b. Butter 20%
02
scotch
-
c. Chocolate
-
ice-cream
-
d. Mango,
-
Anjeer & other
Interpretation It can be inferred from the above graph that, distributor gold
coin is vanilla flavor ice-creams. Vanilla icecreams always have demand
after place to Butter scotch, chocolate flavor, Mango, Anjeer
respectively
Fig 1.6: How often do you order for the stock?
Stocktime
ordering RESPONDEN
TS PERCENTAGE
Daily 05 5%
79
Once in a week 01 10%

Twice in a week 02 20%
Depends on season 02 20%
Interpretation
It can be inferred from the above graph that, 5 distributors order their stock
daily. Others are mainly order once in two days, once in week according their
area of coverage. Distributor ordering capacity changes according to the
season.
Fig1.7: What is the lead time of the stock????
LEAD TIME RESPONDENTS PERCENTAGE
In 24 hours 06 60%
In two days 03 30%
In three days 01 10%

80
More than 3 days - -

Interpretation
It can be inferred from the above graph that, majority of respondent found
that lead time required is 24 hours i.e., (60%).Another 3 respondent found
That lead time is two days.
Fig 1.8: Whether you getting good support, facilities from company?
81
RESPONSE RESPONDENT PERCENTAGE

Yes, very good 2 20%
Not bad 5 50%

Not at all 2 20%
Very bad 1 10%
Interpretation
It can be inferred from the above graph that, majority of distributors found
that response from company is not bad. Only two distributors found response
from company is very good.
Fig 1.9: How effective is packaging of products & safe transportation of Ice-
creams?
RESPONSE RESPONDENT PERCENTAGE

40%
Very good 4
40%
Good 4
82
20%
O.K 2
-
Bad -
Interpretation:
It can be inferred from the above graph that, majority of distributors found
that there is good effective is packaging of products & safe transportation of
Ice-creams. No one found bad good effective is packaging of products & safe
transportation of Ice-creams.
Fig 1.10: Rating for major competitors of Amul Ice Cream!
Competitors brand Ranking

Kwality walls 1
Mother dairy 2
Arun 4
83
Vadilal & Local Brands 3
Interpretation:
It can be inferred from the above graph that, Amul ice creams facing lot of
competation from Kwality walls, Mother dairy, Vadilal & Arun respectively.
And also local brands tough competitors for AMUL.
CHAPTER V
SUMMARY OF FINDINGS,SUGGESTIONS AND

CONCLUSION
Findings :
84
From data collected from customers it is found that, most customers have Ice-
cream once in a week.
Vanilla flavor is most favorite ice-cream brand for most customers.
Customer get ice-cream whenever they want 70% customer accept this. So,
AMUL have good penetration in the market.
Majority Amul customers are brand loyal because of quality ice-cream.
Amul pricing strategies are good & company giving good response to its
customers towards damage claims.
From the data collected about paintings on stores it is found that only 12% of
the paintings are of Amul and rest i.e. 64% of other ice cream companies and
24% of soft drinks companies.
Sign boards of Amul are only 6% and remaining 94% is of other ice cream
companies and soft drinks.
The market share of Amul is 12% and rest of other ice cream companies.
Amuls inventory in retail shops is up to 12% only as found from the data
collected.
The delivery time taken by Amul Minimum 5 hrs, Average 6 and Maximum 9 hrs.
Most of the customers preference brand (33%), availability (24%) and price
(15%).
Amul have maintained good relation with its distributors.& also distributors
satisfied with brand AMUL ICE-CREAMS.
Amul distributors facing main problem is shortage of products in packs from
manufacture unit itself. Delivery of the product & Margin for the product play
vital role in supply chain.
Vanilla flavor is most demanded product in Ice-cream line.
Majority of distributors Order stock daily & lead time is in between 24-48 hours.
They face majority of problems in summer seasons.
Major competitors are Kwality walls, Mother dairy & local brands.
OBSERVATIONS:
85
Instead of my survey i observed and learned lot many things in company. In

Bangalore near the NDDB, Amul depot is present. It is main business entity, here billing,
maintaining accounts, taking different promotion activities etc take place. There is good
relation between Amul depot officers with distributors. Both Branch manager Mr.Lobo &
Asst manager Jayaprakash guided me with lot of enthusiasm & informative in carrying
out my project.
I found in supply chain distributor plays very important role. Some time
distributor play a game of racinality leads to high bullwhip effect. This increase the
company manufacturing cost as well as high inventory risk. This is maintained by depot
officials.
Amul logistic is excellent quality one. They transport Ice-creams in refrigerated

vehicles. The products well packed and in the time of transportation maintained low
temperature. It will keep product fresh.
In point of customers, Amul has good brand name interm of its quality & fair
price. Amul ice-cream penetration is good but new threats company should strengthen its
supply chain by adopting different strategies.
SUGGESTIONS
By survey it is noticed that their need of Business development officer area

wise. It helps to promotion of Amul products in field level.
According to survey still 30% of customers notable get ice-cream when they
needed. There is need to have improve the penetration in market.
Both retailer & distributor facing problem in summer season because lack of
availabity of ice-creams. So, I suggest in summer season production. Forecast
the demand accurately.
86
As per the survey it is clear that promotional activities like holdings, signs
boards, painting on stores, are not conducted in this region. So I suggest the
company that they have to go for effective promotional activities in this
region.
The demand is more in this region but inventory is not maintained properly as
per the survey. So I suggest company that they should maintain proper
inventory through logistic management.
The delivery time taken by the Amul is more to the retailer. So I suggest the
company that they should concentrate on proper distribution network and
should try to reduce the delivery time through logistics.
The benefits given to the retailer is very low and it leads to less market share
in the region. So I suggest the company that they should provide sufficient
incentives to the retailer, so that retailer can take the initiative to sell the
product.
The payment period is not satisfied to the retailer. So I suggest the company
that they should provide credit facility to the retailer and make available
product in each and every shop in this region.
As per the survey it is clear that customer is giving more preference to the
brand. And it is found that Amul brand name is very good in customers mind.
So, I suggest the company that they should make available each of their
products in each and every shop.
Most of distributor wants more margins. Now Amul giving 8 to 9 % margin. If

company is able to increase 1 to 2 % margin, then it will strengthen the supply
chain.
87
Amul Ice-creams is largely consumed by non south Indians so the company

should concentrate on their population concentration well within the region
and try to get new retailers in those regions
CONCLUSION
This survey is conducted on distribution of Amul ice cream by questionnaire
method. By detail study of distributors, retailers & customers I can conclude that,
Brand association of Amul products is very high.
Retailers would prefer higher margins along with other incentives.
Theres a high demand for Amul Ice creams and the customers feedback was
positive.
88
Even though AMUL cooperative was formed to bring together

farmers, it was recognized that professional managers and technocrats
would be required to manage the network effectively and make it
commercially viable. GCMMF and the unions play a major role in this
process and jointly achieve the desired degree of control.
AMUL is one of great cooperative movement in world. Dr.

Verghese Kurien is key man behind the success of AMUL. This
cooperative helping 2.5 million of its farmer members.

According me Amul Strengths are, Their distribution channel is very
strong, Consumers are aware about Amul products and Amul has a good brand image.
Quality has always been the plus point for Amul. The best quality is served to the
customers. And lastly Amul has been able to deliver customer satisfaction. & first mover
advantage. Weekness of company are, providing lesser margins to the retailers and
distributors. Amul also follows a policy of no credit, There is a real danger of over
extending the Amul brand, while it targets categories from pizza, confectionery to instant
coffee, Its price obsessiveness may become a roadblock in addressing consumer
perceptions in value-added categories such as cheese, UHT milk, ice creams,A huge 40
product-plus portfolio, and expanding, makes distribution/marketing resources spread too
thin ,Slow to bank upon exclusive parlors.
Opportunity for Amul is to correct and grow at peak level is very high. For new
products for value added product other than milk. Improve the supply chain by supporting
the distributors. And appoint business development officer for project the sales and
distribution. Also threats are many more. Few are changes in customer behavior and
preference is rapid now days, practically no schemes are offered in this segment, Other
State milk/agro-product co-operatives get their act together on building their own brands.
Always by fulfill its value promise to its customers Amul build its good brand.
Amul has good brand & social responsibility, the future of Amul in Bangalore will be
brighter if Amul can come up with better distribution and increase its sales through
aggressive marketing.
89
Our nation takes pride in Amul as proof that our own Indian vision, backed by
hard work, management skill and honest capable leadership can achieve miracles.
90
BIBILIOGRAPHY
1) Marketing management.
2) Consumer behavior
Philip kotler,
3) Organizational behavior
Dr-Ashwathappa K
4) Business management.
Reddy Appaniah,
5) News paper
1) Times of India
2) The Hindu
6) Magazines
1) Business Today
2) India Today
7) AMUL.COM
8) GOOGLE.COM
9) WIKIPIDIA.COM
91
QUESTIONNAIRE
Dear customers,
I, Abdul Khadar studying in final year M.Com , project carried on the

topic A STUDY ON DISTRIBUTION OF AMUL ICE CREAM IN
TUMKUR is as per partial fulfillment of Tumkur university rules and
regulations.
Thanking you yours faithfully
PART- I
A. PERSONAL INFORMATION:
1) NAME:
2) GENDER:
3) ADDRESS:
4) PHONE NO:
5) Age:
a) Below 15yrs
b) 15 - 25yrs
c) 25 - 45yrs
d) Above 45yrs
92
6) Income:
a) Below -10,000
b) 10,000-20,000
c) 20,000- 30,000
d) Above -30,000
7) What is the frequency of buying Amul ice cream?
a) Daily
b) Twice in week
c) Once in week
d) Once in month
8) Do you buy Amul Ice cream? if yes, specify
a)Vanilla
b) Butter scotch
c) Chocolate
d) Mango, Anjeer &others
9) Whenever you want to buy ice cream is available easily?
a) Yes
b) No
10) If you dont get your favorite flavor in Amul ice cream, then what you
do?
a) Wait for favorite

b) Other brand but same flavor
c) Not brand loyal
d) No idea
93
11) What is the response from company towards damage claim?
a) Satisfactory
b) Good
c) Bad
d) Very bad
12) Is the pricing of Amul is competitive with other brands?
a) Yes
b) No
13) According to you how deep Amul ice creams penetrate in the market?
a) Very good
b) Good
c) O.K.
d) Bad
Distributors Survey :
1) How long have you been associated with Amul ice cream supply chain?
Ans: .Years
2) Are you satisfied with supply chin network of Amul ice creams?
a) Yes
b) No
3) Do you have any problem in distribution and supply? If yes specify
a) Yes
b) No
94
4) Which category of Amul ice cream is most selling in the market?
a) Vanilla ice cream

b) Butter scotch
c) Chocolate ice cream
d) Mango, Anjeer & other
5) How often do you order for the stock?
a) Daily
b) Once in a week
c) Twice in a week
d) Depends on season
6) What is the lead time of the stock?
a) In 24 hours
b) In two days
c) In three days
d) More than 3 days
7) Whether you are getting good support facilities from company?
a) Yes
b) Not bad
c) Not at all
d) Very bad
8) How effective is packaging of products and safe transportation of Amul

ice creams?
a) Very good
b) Good
c) O.K.
d) Bad
95
9) How do you rate the following competitors of Amul ice cream brands ?
a) Kwality walls
b) Mother dairy
c) Arun ice cream
d) Vadilal & local brands
DIFFERENT RANGE OF AMUL ICE-CREAMS
96
97
Amul Butter Amul Lite

Utterly Butterly Low fat, low
Delicious Cholesterol Bread
Spread
Delicious Table Margarine

The Delicious way to
eat healthy

Milk Drinks
Amul Kool Millk Shaake Amul Kool
Amul Kool Cafe Kool Koko

A delight to Chocolate
Lovers. Delicious
Chocolate taste
98
Nutramul Energy Drink Amul Kool Chocolate Milk

A drink for Kids -
provides energy to suit
the needs of growing
Kids
Amul Kool Flavoured Bottled Amul Kool Flavoured Tetra

Milk Pack
Amul Masti Spiced Amul Lassee

Buttermilk
Amul introduces the
Best Thirst Quenching
Drink
Amul Kool Thandai

Powder Milk
Amul Spray Infant Milk Food Amul Instant Full Cream
Still, Mother's Milk is Milk Powder
Best for your baby A dairy in your home
99
Sagar Skimmed Milk Powder Sagar Tea Coffee Whitener

Which is especially
useful for diet
preparations or for use
by people on low
calorie and high protein
diet.
Amulya Dairy Whitener

The Richest, Purest
Dairy Whitener

Fresh Milk
Amul Fresh Milk Amul Gold Milk
This is the most
hygienic milk available
in the market.
Pasteurised in state-of-
the-art processing
plants and pouch-
packed for
convenience.
Amul Taaza Double Toned Amul Lite Slim and Trim Milk
Milk
Amul Fresh Cream Amul Shakti Toned Milk
100
Amul Calci+ Amul Buttermilk

Cheese
Amul Pasteurised Processed Amul Cheese Spreads
Cheese Tasty Cheese Spreads in 3
100% Vegetarian Cheese great flavours..
made from microbial rennet
Amul Emmental Cheese Amul Pizza Mozzarella Cheese

The Great Swiss Cheese Pizza cheese...makes great
from Amul, has a sweet-dry tasting pizzas!
flavour and hazelnut aroma
Gouda Cheese

For Cooking
Amul / Sagar Pure Ghee Cooking Butter
Made from fresh
cream. Has typical
rich aroma and
granular texture. An
ethnic product made
by dairies with
decades of
experience.
101
Amul Malai Paneer Utterly Delicious Pizza

Ready to cook
paneer to make
your favourite
recipes!
Mithai Mate Masti Dahi

Sweetened
Condensed Milk -
Free flowing and
smooth texture.
White to creamy
color with a
pleasant taste.
Pro-biotic Dahi

Desserts
Amul Ice Creams Amul Shrikhand
Premium Ice Cream A delicious treat,
made in various anytime.
varieties and flavours
with dry fruits and
nuts.
Amul Mithaee Gulab Amul Chocolates

Jamuns The perfect gift for
Pure Khoya Gulab someone you love.
Jamums...best served
piping hot.
102
Amul Basundi Amul Yogi Yoghurt
Health Drink
Nutramul Amul Shakti Health Food
Malted Milk Food Drink
made from malt extract Available in Kesar-

has the highest protein Almond and Chocolate
content among all the flavours.
brown beverage
powders sold in India.
103

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A STUDY ON DISTRBUTION OF AMUL ICE-CREAMS IN TUMKUR

Marketing is everywhere formally or informally people & organizations engage in

Good marketing is no accident but a result of careful planning and execution,

Marketing is typically seen as the task of creating, promoting and delivering

Marketing is defined by the American Marketing Association as the activity, set

Kotlers Definition of Marketing

Social Definition Marketing is a social process by which individuals &

Consumer are very tremendously in their ages, income, educational level,

So consumer response can be said to be melding of all those bodies of knowledge

Traditionally the term consumer is used to define strictly in term of economic

3) TARGET MARKET SELECTION:

4) MARKET OPPORTUNITY ANALYSIS:

The summer project on the A STUDY DISTRBUTION OF AMUL ICE-

ICE CREAM DEFINED:

The Ice Cream Segment:

HISTORY OF AMUL ICECREAM

In January 2007, Amul introduced SUGAR FREE & Prolife Probiotic

Why customers pick AMUL ICE-CREAM?

Statement of the problem:

Manager choose a set of warehouses (stocking points ) and transportation

To study Distribution system of Amul Ice-Cream in Bangalore & Tumkur.

Research design involved:

Sampling Population comprises of Sample Unit

Distributor of Amul Ice-cream in Bangalore and Tumkur.

Customers (Random Sampling)

Extent: BANGLORE & TUMKUR.

Statistical Tool : MS-Excel is used.

Tools and techniques of Data Collection, Interpretation of Data.

Analysis of questionnaire is based on assumption that respondents may

2.10 CHAPTER SCHEME:

Chapter-I: Introduction: This chapter deals with theoretical background of working

Chapter- V: Summary of findings, suggestion and conclusion: Under this chapter

AMUL AND THE COOPERATIVE MOVEMENT

across India, Amul is an inspiration to excel in procurement, processing, marketing and

Amul is the epitome of a unique model of cooperative development called the

Our fledgling cooperatives have often been derided as innocent of marketing

Amul Yatra programme is conducted to bring channel partners to Amul so that

DISTRIBUTION NETWORK AMUL ICE-CREAM IN

MEMBER UNION (13)

INFORMATION TECHNOLOGY INTEGRATION

Federation has further advanced its Information Technology solutions by

It has also taken a major initiative in deploying process driven Enterprise

2. Guru Mehar Maarketing

#26,5th cross,5th mail,Sampangi ramanagar

1. Indian Institute of Management, Ahmedabad

4. Infosys Technologies in Bangalore, Mysore & Pune

8. Koyambedu Bus Station, Tamilnadu

You may also send us an email at retail@amul.coop or write to us at :

To have a better idea please go through the following:

1. The criteria for selection of APOs would be

2. Renovation Work of the Shop to give it a standard look - would be done to

4. Equipment- You would require the following equipment:

5. Security Deposit- You would be required to furnish an interest free refundable

7. Agreement- An agreement bringing us together would be signed.

Royal Kingdom of Thailand

Oct 13, 2005 Visit of team from Ethiopia

Jul 20, 2005 Treat For Kids - Amul Chocozoo

Jul 12, 2005 Visit of Senior Army Personnel

Jul 1, 2005 GCMMF Launches new Taste of India Campaign

Jun 23, 2005 31st Annual General Body Meeting.

Jun 8, 2005 Amul Parlour at Infosys, Chennai.

Jun 2, 2005 Visit of Parliamentary Delegation from the Philippines to Anand.

Jun 1, 2005 Amul Parlour at Tata Consultancy Services, Chennai.

May 30, 2005 Annual Kaizen Day Celebration - Kolkata depot.