CONTENTS

SR. NO. CHAPTER PARTICULARS

1. - CERTIFICATE

2. - CERTIFICATE

3. - ACKNOWLEDGEMENT

4. 1 INTRODUCTION

5. 2 OBJECTIVE AND SCOPE

6. 3 METHODOLOGY

7. 4 DATA COLLECTION

8. 5 DATA ANALYSIS

9. 6 FINDINGS

10. 7 RECOMMENDATIONS

11. 8 CONCLUSION

12. - QUESTIONNAIRS

13. - BIBLIOGRAPHY
 INTRODUCTION

Butter has a very important role in the Indian break fast. Butter is consumed in
India since the time of lord Krishna. Butter increases the flavor of break fast.
When you are at the table of breakfast you need more flavors in breakfast and
butter execute this constraint?
Amul butter processed using advanced dairy technology its formulation ensure
easy spreadibility even at low temperature.
The brand name "Amul," from the Sanskrit "Amoolya," (meaning precious)
was suggested by a quality control expert in Anand formed in 1946, is a dairy
cooperative in India. It is a brand name managed by an apex cooperative
organization, Gujarat Co-operative Milk Marketing Federation Ltd.
(GCMMF).
 COMPANY PROFILE

Parent group:
The highest milk producer in the entire globe India boasts of that status.
India is otherwise known as the Oyster of the global dairy industry,
with opportunities galore to the entrepreneurs globally. Anyone might
want to capitalize on the largest and fastest growing milk and milk
products' market. The dairy industry in India has been witnessing rapid
growth. The liberalized economy provides more opportunities for
MNCs and foreign investors to release the full potential of this industry .
Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today
is jointly owned by some 2.8 million milk producers in Gujarat, India.
It is one of the best examples of co-operative achievement in the developing
economy."Anyone who has seen ... the dairy cooperatives in the state of
Gujarat, especially the highly successful one known as AMUL, will naturally
wonder what combination of influences and incentives is needed to multiply
such a model a thousand times over in developing regions everywhere. Amul
has spurred the White Revolution of India, which has made India the largest
producer of milk and milk products in the world. It is also the world's biggest
vegetarian cheese brand.
Plant location:
AMUL is based in Anand, Gujarat and has been an example of a co-
operative organization's success in the long term.
The main zonal offices of Amul are situated in:
AHMEDABAD; CALCUTTA; MUMBAI; CHENNAI and NEW DELHI.
On the other hand the sales offices situated at these places:
ASANSOL; AGARTALA; BANGALORE; COIMBATORE; DIMAPUR; COCHIN;
DHARWAD; BOISAR; CUTTACK; GORAKHPUR; GUWAHAT &GHAZIABAD

DATA SOURCE: - {WWW.AMUL.COM}

ABOUT AMUL

The Amul Dairy Cooperative, which had been around since 1946, was
integrated into this system, helping transform India into one of the worlds
largest milk producing countries. Dr. Varghese Kurien, who founded Amul,
has been profiled on Ashokas changemakers website. Here is what they
have to say about his organization:

Amul Dairy has organized over 10,000 village cooperatives, designed and
implemented multiple interventions along the value chain. Together these
cooperatives bring more than 10 million liters of milk to market daily,
which makes them the leading player in the Indian milk industry. For many
of India's rural poor, daily milk sales from the few cows they own is an
essential part of their income. Yet the entire process from taking the milk to
a market to selling it and collecting payments is fraught with inefficiency
and unfairness. Amul Dairy has transformed the process for millions of
small farmers by using an automatic, computerized collection system which
reduces the time for weighing, quality testing and payment processing from
a few hours with payment days later, to five minutes and immediate
payment. Each day, milk is collected no more than 10 miles from the
farmer, with this nationwide, decentralized, collection process. Amul
developed a computerized quality testing machine, which makes the
process transparent and fair to the farmer, and buys exclusively from
womena decision which has increased the status of the women, while
developing a positive brand image for India's largest food products business
PROLIFERATION AND EXTENSION OF FOOD BRANDS

Food items are primarily processed to extend its shelf life and to preserve
its nutritional value. The secondary purpose of processing of food is to
deliver convenience, taste and appeal to the target consumers. Depending
upon what consumer segments we are targeting the processing methods,
type of food and its taste and packaging and total presentation varies
widely. In a country like India where local taste preferences differ from
region to region it poses a much bigger problem to produce food products
which can have a much larger acceptance and hence a bigger market
potential. But there are some food categories and types for which there is a
universal acceptance and hitherto Indian processed food industry only were
processing those generic categories of foods for all India market. Even new
entrants in the processed food industry were only adding brands in the
traditional sectors. We have witnessed this phenomenon before
liberalization in different categories. And as a result, mortality rate of
processed food brands were quite high. For example, when Amul came into
the market with their Amul Butter -Polsons butter disappeared from the
scene. And the successful brand went on extending it to other categories.
Having tasted success, Amul brand has been extended across a range of
items.
 PRODUCT RANGS

Here is the list of the products of Amul dairy cooperation LTD.

List of Products Marketed:

Bread spreads:

Amul Butter
Amul Lite Low Fat Bread spread
Amul Cooking Butter

Cheese Range:

Amul Pasteurized Processed Cheddar Cheese

Amul Processed Cheese Spread
Amul Pizza (Mozzarella) 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 Gulab jamuns
Amul Mithaee Gulab jamun Mix
Amul Mithaee Kulfi Mix
Avsar Ladoos

UHT Milk Range:

Amul Shakti 3% fat Milk

Amul Taaza 1.5% fat Milk
Amul Gold 4.5% fat Milk
Amul Lite Slim-n-Trim Milk 0% fat milk
Amul Shakti Toned Milk
Amul Fresh Cream
Amul Snowcap Softy Mix
Pure Ghee:

Amul Pure Ghee

Sagar Pure Ghee
Amul Cow Ghee

Infant Milk Range:

Amul Infant Milk Formula 1 (0-6 months)

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

Milk Powders:

Amul Full Cream Milk Powder

Amulya Dairy Whitener
Sagar Skimmed Milk Powder
Sagar Tea and Coffee Whitener

Sweetened Condensed Milk:

Amul Mithaimate Sweetened Condensed Milk

Fresh Milk:

Amul Taaza Toned Milk 3% fat

Amul Gold Full Cream Milk 6% fat
Amul Shakti Standardised Milk 4.5% fat
Amul Slim & Trim Double Toned Milk 1.5% fat
Amul Saathi Skimmed Milk 0% fat
Amul Cow Milk

Curd Products:

Yogi Sweetened Flavoured Dahi (Dessert)

Amul Masti Dahi (fresh curd)
Amul Masti Spiced Butter Milk
Amul Lassee

Amul Ice creams:

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 (Choc bar, Dollies, Frostik, Ice Candies, Tricone,
Chococrunch, Megabite, Cassatta)
Utterly Delicious (Vanilla, 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 Milk Shaake (Mango, Strawberry, Badam, Banana)

Health Beverage:

Amul Shakti White Milk Food

Including cheese, cheese spread, and shrikhand, chocolate and ice-cream.

QUALITY POLICY

At Amul Pvt. ltd. Quality is a relentless commitment to continuous

improvement in the product, process and system provide consistent quality
product to meet out customer requirement through out the company.

Main qualities objective are as follows:

To focus on customer and successfully meet their need and
requirement.
To manufacturer effective product at competitive price and to
improve the quality of life of common masses.
To implement system to ensure prevention of error rather then
detection of error.
To ensure safety in all operation and to follow the system in all
errors of operations.
To continuously trained people to build up their skills and expertise
ad thus involve them to become committed to the quality process.
To reduce wastage within the organization and increase productivity.

DATA SOURCE: - {WWW.AMUL.COM}

 DISTRIBUTION CHANNEL OF AMUL PVT LTD

1. Amul has a relatively good distribution network, but still company is not able
to fulfill the demand of outlet in the peak season when demand is very high.
Here company should consider on the supply of product in the peak
season.
2. Supply should be regular to all the outlets including those that lie in the
pocket Roads and not just in the outlets which lie on the easily accessible
routes.
3. Since the penetration of Amul products in eateries is the worst among all the
channels, the company ought to adopt strategy like supplying free menu
cards, which has the company logo printed on them; this will not only
increase the penetration of the product in the outlets, but also improve the
market sales.
4. The company should also ask its distributors to supply its products on a bill
to bill based credit system with at least all the reliable retailers, so that the
product penetration in the outlets increases in terms of percentage of units
stocked at a time in the outlet, this would also look appealing to the customer
who would instead like to pick up the product at first glance.
5. Credit is the 2nd biggest factor that influences the penetration of the
product into the retail outlet. So company should give the credit to all
outlets.
6. Given the fact that margin offered to the retailer is not similar in the case
of the Competitors product. For this fact, the company should give good
margin to the Retailers than the competitors.
 7. Due to the lack of awareness of milk product in Cochin, the company
should be advertised of the product by print and electronic media especially
in local channel and newspapers
8. Discount is also an important factor of stocking decision for retailers. So,
company should give discount to all retailers for influencing the stocking.
9. Company should also give the replacement offer to those outlets which is
running with small business.
10. Only fresh product should be supply in the outlet. The main cause of the
supply of fresh product is that customer always wants fresh product. They
dont want to take 3 or 4 days old product.
PRODUCT FEATURES & CONSUMER

Product and its feature are one of those marketing tools that the firm uses to
pursue its marketing objective in the target market.

MC CARTHEY classified such marketing tools into four broad groups that he
called the four Ps of marketing.
Product
Price
Place
Promotion

The particular marketing variable under each P

Product price place promotion

Here one should always bear in mind the four Ps represent the seller view of
the marketing tools available for influencing buyers. From the buyers point of
view, each marketing tools is desired zero deliver a customer benefit.
 OBJECTIVE OF THE SURVEY

Today India is the most potential market, with population of above 1000
million people.

The capture the Indian butter market, the butter companies most know
the brand image and brand loyalty between the consumer and the consumer
perception about different brand of butter.

The company must know its potential in the market i.e. market share of
the companies Product.

To find the answer of the problem research topic was concerned with
the market potential of Amul butter in Ghaziabad.

RESEARCH OBJECTIVE
To find out major competitors of Amul butter.
To find out the market share enjoyed by each.
To measure the satisfaction of customers dealing Amul butter.
To find out the brand image of Amul butter.
To study about consumer satisfaction with Amul butter.
To study of project is auditing the butter market
SCOPE
Record feedback from the market and recommended future plan for the
operation.
Through the survey, it is trying to know, what is the basic difference between
our company and other fast moving Consumer goods Companys product in
quality, price, packaging etc. through the survey, it would be able to ascertain
the weak point of salesman, distributors and other product related in this way
may would be able to create effective training package or can give some
instructions to make them more effective.
METODOLOGY
1: RESEARCH DESIGN USED:
Research is an art of scientific, investigation and systematic research for
pertinent information on a specific .I have used descriptive type of research.
Descriptive research designing can be used to study: consumer profiles,
market potential studies, product usage, attitude surveys, sales analysis, media
research and price surveys etc.]

2: DATA COLLECTION METHOD:

I have used survey method for data collection. Survey is the most commonly
used method.

3: DATA SOURCE:
Primary data: The objectives of primary data are formulated on the basis of
research objectives. Primary data has been collected personally from various
consumers as well as retailers.
Secondary data: I collected data from magazines, newspaper and different
websites.
4: RESEARCH INSTRUMENT:

A. Questionnaire for consumers: a questionnaire consist a se of questions

presented to respondents for their answers. Because of its flexibility, the

questionnaire is the most common instrument used to collect primary data.

B. Schedule for retailers: Schedule is a device in social research, which

frequently used in collecting field data especially where the survey method is

employed. It contains questions and blank tables, which are to be filled by the

investigators themselves after getting information from the respondents.

5: TYPE OF QUESTIONNAIRE:

Structured, Non-disguised- In this types of questioning the researcher setup

a formal list of questions Answers are frequently limited to a list of

alternatives which is stated or implied.

6: TYPE OF QUESTIONS:
Multiple choice

Dichotomous

Close-ended
 Ranking item questions

7: ATTITUDE MESSUERMENT TECHNIQUES:

(A)Direct Personal Interview- A direct personal interview is face-to-face

communication with the respondents. The interviewer gets in touch with the

respondents ask the questions, and records the answers obtained.

(B)Rating Scales-The rating scale involves qualitative description of a limited

number of aspects of a thing or traits of a person.

(C) Ranking scales-Under ranking scales (or comparative scales) we make

relative judgments against other similar objects. The respondents under this

method directly compare two or more objects and make choice among them. I

have used method of rank order, under this method of comparative scaling, the

respondents are asked to rank their choices. This method is easier and faster

than method of paired comparisons.

DATA COLLECTION

A sampling plan is a definite plan determined before any data are actually
collected for obtaining a sample from given population.
(A)Sample Size-50(The standard sample size had chosen by me.)
(B)Sampling Technique-I have used Probability sampling for my research
report. Under this sampling design every item of the universe has equal
chance of inclusion in as ample.
(C)Place of the Study- Ghaziabad., Meerut
(D)Survey Period- NOV-DEC, 2008
 SAMPLING METHOD

In many marketing research project making a census study of the entire

universe will be impossible on account of limitation of time and money.
Hence sampling becomes inevitable. Sampling is used to collect primary data
when source of data for too many to be exhaustively handled. Sampling is an
integral part of data collection process. A sampling is only a portion of
universe of population. The success of sampling depends on the extent to
which characteristics of the sample truly represent these of the universe.

According to Yule, a famous statistician, the objective of sampling is to

get maximum information about the parent population with minimum effort.
Properly done, sampling produces representative data on the entire population.

Term commonly used in sampling population or universe:

In marketing research population research population means the
aggregate of all elements that are relevant to the scope of the problem under
the study. All of them process the characteristics under investigation. When
the research defines the characteristics under investigation, automatically it
delimits the population. Population need not necessarily means living persons,
It may denotes nonliving objects like companies, event or dealers.

Sample is a part of universe that is being studied and which generally reflects
most of the traits that universe had.

Method of Sampling:

Probability Sampling Method.

Systematic sampling
Area Sampling

Non Probability Sampling

Convenience sampling
Quota Sampling
Judgment sampling
Panel Sampling
 DATA ANALYSIS

DATA PROCESSING AND ANALYSIS

Processing & Analysis the collected data: - once the field survey is over and
questionnaire have been received, the next task is to aggregate the data in a
meaningful manner. A number of tables are prepared to bring out the main
characteristics of the data. The researcher should have a well thought out
framework for processing and analyzing data, and this should be done prior to
the collection. it includes the following activities

(i) Editing: the first task in data processing is the editing. Editing is the
process of examining errors and omissions in the collected data and making
necessary corrections in the same.

(ii) Coding: coding is the procedure of classifying the answer to a question

into meaningful categories. Coding is necessary to carry out the subsequent
operations of tabulating and analyzing data. If coding is not done, it will not
be possible to reduce a large number of heterogeneous responses into
meaningful categories with the result that the analysis of data would be weak
and ineffective, and without proper focus.
(iii)Tabulation: tabulation comprises sorting of the data into different
categories and counting the number of cases that belong to each category. The
simplest way to tabulate is to count the number of responses to one question.
This is also called universal tabulation. The analysis based on just one
variable is obviously meager. Where two or more variables are involved in
tabulation, it is called vicariate or multivariate tabulation.

(iv)Analysis: after the all three above steps, the most important step is
analysis of the data. Under this step, they can use the various tools of the
analysis such as Central Tendency, Dispersion, Correlation co-efficient,
Regression Analysis, Test of Hypothesis etc.
 BRAND PREFER BY CUSTOMER

BRAND PREFERANCE %

AMUL 59
MOTHER DAIRY 21
NESTLE 12
BRITANNIA 8

BRAND PREFER BY CUSTOMER

BRITANNI
A
NESTLE 8%
12%

MOTHER AMUL
DAIRY 59%
21%

(With the help of survey conducted)

DEMAND OF BUTTER IN VARIOUS PACKS

 PACKS DEMAND (%)
500gm 30
100gm 70

500gm
30%

500gm
100gm

100gm
70%

(With the help of survey conducted)

CUSTOMER SEE AT THE TIME OF PURCHASING

INFLUENCE NO. OF CONSUMER

PRICE 21
QUALITY 24
PACKAGING 18
GIFT 12
TASTE 25

(with the help of survey conducted)

SEASONAL CONSUMPTION OB BUTTER

SEASON CONSUMPTION
MONSOON 20
SUMMER 30
WINTER 50

MONSOON
20% MONSOON
SUMMER
WINTER
WINTER
50%
SUMMER
30%
PURCHASE OF BUTTERS FREQUENCE

TIME FRQUENCE (%)

DAILY 7
WITHIN TWO TO 5 21
DAY
TWICE A WEEK 33
WEEKLY 39

BRAND AWARENESS
BRAND AWARE % UNAWARE
%
AMUL 100 0
MOTHER 26 74
DAIRY
NESTLE 37 63
BRITANNIA 40 60

120% 100%
100% 74%
80% 63% 60%
60% 37% 40% awear
40% 26% not awear
20% 0%
0%
amul mother nestle britannia
dairy

ABOUT DEMAND IN VARIOUS PACKS

In my survey I came to find out that small pack is more preferable then large
one. So 100gm is more demanded then 500gm.

And the percentage demand of each case as follow

100gm : 70%

500gm : 30%

MEDIA INFLUENCE

MEDIA CONSUMER (%)

 PRINT 11
OUTDOOR 20
AUDIO / VISUAL 59
TRANSIT 10

10% 11%

20% print
outdoor
audio / visual
transit
59%

SOWT ANALYSIS

STRENGTH

Wide range of products

Brand loyalty
 Standardized product

Extensive distribution network

Product are known for providing true value for money

WEAKNESS

Amul has goodwill, but few product need more advertisement.

Due to large product line the company is unable to pay adequate

attention to some of its product.

OPPORTUNITIES

Growing market due to increase population, income and changing habit.

If Amul bring product for higher income group. The demand for its
product may in that area.
THREAT

There are fours brand of butter in the market but other leading
companies are also thinking to approach in this segment.

Aggressive advertisement of the competitors.

FINDINGS

1. Time duration was short.

2. Due to non-availability of mode of transport lots of inconvenience was

faced by the investigator.

3. A large sample could not be taken and systematic probability was not

conducted due to the lack of time.

4. During the course of survey some unavoidable error are faced such as no

response, inaccuracy in response.

5. The findings are totally based on respondents prediction and hence can

be biased to some extent.

 RECOMMENDATIONS

1. Companys distributors and representatives must make the retailers

aware about their butter and try to place the product on each and every

shelf on the strength of their distribution.

2. Company should advertise its butter through appropriate media.

3. Company should keep MRP slightly lower than amul and provide better

service and margin to retailers, so that they push the product.

4. Company should also target the consumer by offering discount coupons

or pens /spoon free offer or some other innovative viable for attracting

them.

5. Company should use top of space selling or display contest in major

markets to create product awareness.

CONCLUSION

1. The brand awareness for Amul butter is more. It is excellent for the company.

2. 100gm packaging are sold more then 500gm packaging.

3. Quality, date of manufacturing, price brand image is the major factor considered

for the customer while buying a particular brand.

4. Consumption rate of butter is high in winter and low in summer.

5. Retailer is interested for quality or customer oriented product rather then having

the brand with more margin.

6. Butter is consumed in breakfast mostly.

7. The percentage of salt in Amul butter is less then Britannia which is enviable by

consumer.
8. Right now Amul is the market leader & Britannia acquires the second position

in term of market share.

 QUESTIONNAIRE

NAME: ---------------------------------------------------------
AGE: --------------------------------------------------------------
GENDER: --------------------------------------------------
INCOME: -----------------------------------------------------
ADDRESS: -------------------------------------------------
---------------------------------------------------------------
---------------------------------------------------------------
TELEPHONE NO. (IF ANY)

1: Do you eat butter?

Yes or No

2: which brand you prefer most?

(a) Amul (b) Mother dairy

(c) nestle (d) Britannia

3: which type of package you preferred?

(a) 100gm (b) 500gm

4: do you think that if the company introduces small pack it would be helpful to
improve the sales?

Yes or No

5: what do you see at the time of purchasing? Please rank

(a) Price (b) Quality

(c) Packaging (d) Gift

(E) Taste
6: which type of media influence you?

(a) Print (b) Outdoor

(c) Audio / visual (c) Transit

7: which product has a high quality?

------------------------------------------------------------------------------------------------------
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--------------------
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8: In which season consumption of butter are more?

(A) monsoon

(B) Summer

(C) Winter

9: how frequently you purchase butter?

(A) Daily

(B) Within two to 5 day

(C) Twice a week

(D) Weekly
10: Are you aware butter available in the market?

Aware not aware

Amul

Mother dairy

Nestle

Govardhan
 SCHEDULE FOR RETAILERS

Name of the shop: ______________________________

Contact Person: ________________________________

Address: _____________________________________

Tel. No: _______________________________________

Type of Outlet:

Type of Code
o/let
Grocery A
Eatery B
Convenience C

1: Deal in butter?

YES NO

A: If yes, which brands are available-

1. Amul

2. Mother dairy

3. Britannia

4. Nestle

5. Other

B: Source of procurement: Distributor/Wholesaler/Direct

C: If no?
Reason for non availability

2. Rank the following Brands according to the demand.

Amul

Mother dairy
 Britannia

Nestle

Any other Specify____________________

3. Which company gives you more margins?

Amul

Mother dairy

Britannia

Nestle

Any other Specify_____________________

4. Average monthly butter sales: __________________

5. Major butter brand sold: ______________________

Any suggestions if any_____________________________

 BIBLIOGRAPHY

REFERENCE BOOK:

Marketing Research (Author- G C Beri)

(Publish by Tata McGraw Hill Publishing Co. LTD., New Delhi)
Third Edition (2002)

Marketing Management (Author- Philip Kotler)

(Publish by Pren Tice-hall of India PVT. LTD., New Delhi)
Ninth Edition (2002)

Research Methodology (Author- Bhandrai)

Print 2004, second edition

Magazine
Business world
India today

WEB SITE:
www.amul.com
www.businesstoday.com
www.britannia.com