Amity International Business School

Effect of Junk Food Upon Youth

Submitted To :
Mrs. Priyanka Malik

Submitted By:
Shubhankar Jain(BBA-IB)
INDEX

 Abstract
 Introduction
 Review of Literature

 Methodology

 Data Collection

 Objectives

 Data Analysis and Interpretation

 Findings

 Recommendation

 Suggestion

 Conclusion

 Bibliography
INTRODUCTION

“To study about consumer preferences about the Amul and Motherdiary products“ and

highlights on the brand loyalty shared by the consumers .

Amul and MotherDiary are the biggest players in the dairy industry and providing

healthy products to us.

The research is also connected to find out the reasons for which the consumer is

preferring the Brand with the help of the a questionnaire.

OBJECTIVES OF THE REPORT

The main objectives of the projects are as follows:

: Analyze the consumer preference of Amul and Mother Dairy products .

:And to find out the brand loyalty of the companies .

And also 4 P’s of Marketing of the companies:

• Product • Price
• Place • Promotion

Review of Literature
Ser Title of Author Journal Objecti Resear Findings Limitations
ial project Name Names ves ch &
No
Method
ology

1. Amul , NDTV SmartC Both Quantit Mother Diary The Amul

Mother Foods ooky the ative texture was smooth, Taaza
Diary: brands researc but it wasn't creamy taste
Which were h like the others. didn’t go
Milk blind down with
tastes tasted. Amul-It tasted most of
the The somewhat artificial the
best? tasters and had a bitter tasters.
gave aftertaste. Some
their deemed that it was
synthetic and boring.
Feedba
ck and
scores
to the
brand.

2. Amul TNN Times Taste Quantit "Amul has six lac The
won of India of India ative litre sales per day. It company
mother 'Amul', researc is the mighty player needs
of all which h in Bombay and time to
dairy has Kolkata. expand
battles emerge their
by d as business
providin number in Delhi
g one NCR.
healthy brand Mother
product in the Dairy is
s country preferred
's by people
largest overs the
milk years in
market. delhi.
3. Mother Disha Quora People Basic They prefer Amul MotherDai
Dairy vs Kapadia have researc icecream over the ry and
Amul tasted h other brands as they other
Ice the think amul milk is the brands
Cream icecrea best and that is what doesn’t
m of all icecream is all suit the
the about. consumer
compa taste and
nies preference
and s.
voted
the
best.

4. Cow John The Mother Article It has also Amul also

milk Sarkari Times Dairy is introduced a new sell the
gets of India providi cow milk brand in cow milk
ng best the east, called
Mother but yet to
cow 'Dailycious'. Other
Diary the
milk in value-added
India products, milestone
Moo- in saleas
and including paneer and
lah and
growin yogurt made from
g cow milk, are in the revenues.
rapidly pipeline.
contrib
uting 8-
10% to
its
overall
revenu
e

5. Amul Lalithha The Expans Basic With sales turnover Amul’s

steps Srinivase Financi ion Of Resear of Rs.22,000 crore competitor
up n al Gujarat ch ,Company Mother
efforts Expres Co- is focusing focus on Dairy is
to s operati its research & betting big
remain ve Milk development on
the Marketi projects to float innovation
taste of ng innovative and s to fight
India . Federat creative products. competitio
ion n
(GCM
MF)
6. Creami Amit Ranjan Busine For Basic People have Amul
Rai
ng ss most Resear showed their brand command
Mother Standa ch s a 46 per
Delhiit loyalty at its best.
rd cent share
Dairy es, They have lined up
in the
milk at MD Booths for pouched
and milk. milk sales
Mother in the
Dairy NCR
go region
followed
togethe
by Mother
r Dairy with
sales of
around 18
LLPD.

7. Ice- CHAITALI Econo To tap Basic Amul plans to take Amul will
cream CHAKRA mic the researc on avi jaipuria''s ice- take on
war: VARTY Times lucrativ h cream kwality
Amul vs e delhi manufacturing plant wall''s
Mother ice- in agra.
and
Dairy cream
mother
market
dairy
through
an
aggressiv
e pricing
strategy .

8. Indian Amit Reddif Our Basic Mother Dairy wants Competito

Consu Ranjan aim is Resear to get into the bigger rs like
mers Rai to ch markets and want to amul are
target have bigger shares charging
Now
the in those markets. low prices
Prefer
bigger to attract
Domest market consumer
ic shares s.
Packag in new
ed market
Food s.
Brands
Like
Amul &
Mother
Dairy
9. Amul TNN Times Amul Basic Mother
hikes of India had Resear Due to price revision Dairy is
milk increas ch the cost of toned still
ed the milk is around RS 42 providing
prices
prices while full cream the milk at
by
of milk would be available the same
2/liter in other at RS 52. prices.
market
s,
includin
g
Gujarat
,
Mahara
shtra
and
Bengal.

10. Mother Joydep Busine Mother Basic Amul enjoys 86% It will be
Dairy Ray & Mit ss Dairy Resear market share of difficult for
to cut ul Standa introdu ch butter industry while Mother
Thakkar rd ced mother dairy has Dairy to
prices
their 10% only. compete
in
butter with Amul
butter to take .
war on rival
with amul.
Amul

11. Billion- Malini Econo Focusi Basic Mother dairy plans Competio
dollar Goyal mic ng on Resear to hiring new talents, n from
Mother Times Healthy ch becoming Hi-tech. MNC’s.
Dairy's Foods.
new Low
strategi Lookin profitability
es to g .
win beyond
back Delhi
market
base
and go
national
12. Mother Dairy Targets Devash Adage Launching Article In order to push Presently,
India’s Tea-Drinking Gupta India dairy the brand and two
States For Dailycious whitener connect with its popular
product, audiences, dairy
Dailycious Mother Dairy whitener
to foray into has launched a brands
the Dairy TVC to promote include
Whitener Dailycious in Amulya
category, West Bengal from
which is and Assam Amul and
ruled by markets Everyday
Amul and from
Nestle Nestle.

Company Profile of Amul

Gujarat Cooperative Milk Marketing Federation (GCMMF) is India’s
largest food product organization. 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. In the year 1955, AMUL was
set up. This union chose the brand name AMUL in 1955.The brand name
Amul signifies "AMULYA". A quality control master in Anand had
recommended the brand name "AMUL". Amul items have been in utilized
as a part of homes since 1946. Amul Butter, Amul Milk Powder, Amul
Ghee, Amul shower, Amul Cheese, Amul Munch Times, Amul Shrikhand,
Amul Ice Cream, Amul Milk, Amul Milk Drinks and Amulya have made
Amul a main nourishment mark in India. At exhibit Amul is a
characteristic of numerous things like of the superb items sold at
conservative costs, of the beginning of an immense helpful system, of the
triumph of indigenous innovation of the showcasing shrewd of an
agriculturists association. Also, have a demonstrated model for dairy
advancement.

Because of Amul Butter Girl The kid ,after it was first introduced, Amul's
sale figures have jumped from 1000 tonnes a year in 1966 to over 25,000
tonnes a year in 2008. No other brand comes even close to it.

Company Profile of MotherDiary

Mother Dairy India Limited

‘Mother Dairy’ is the largest liquid milk brand in Asia. It started its
operations in 1974
under the Operation Flood programme of the National Dairy
Development Board.
Operation Flood is one of the largest dairy development papers in the
world. Mother Diary,
Delhi is IS/ISO- 9002 & IS-15000 (HACCP) certified organization.
Mother Dairy charges 66% market
share in the sorted out part in and around Delhi, principally in light of
predictable quality
and service reliability. Notwithstanding to toned milk through Bulk
distributing, Mother Dairy also
markets full cream milk, standardized milk, toned milk, double toned
milk and Skimmed
milk (light) in poly bags.
The organisation is
a profoundly dependable among the commonly recognized name for
its extensive variety of milk products like Milk, Flavored
Milk, Ice-Cream, Table Butter ,Dahi, Lassi, , Dairy Whitener, Ghee etc.
 4P’s OF AMUL

PRODUCT:-
Satisfaction suffices. But Amul has a wide range of products which is

used among the numbers of Indians. Following are the items offered by

the organization.

List of Products Offered:.-

1. Amul Butter

2. Amul Processed Cheese Spread

3. Amul Pizza (Mozarella) Cheese

4. Chocolates – Fundoo, Bindazz

5. Amul Taaza Milk

6. Amul Hot & Sour Soup

7. Amul Butter

8. And IceCreams
PRICING:- Product %

AMUL has launched various products Milk 2.5%

Ghee 10%
which fulfills the needs of all customer
Yogurt 10%
sections. So every client section has
Paneer 8%
distinctive value desire from the item. Icecream 20%

Accordingly augmenting the profits

includes distinguishing right value level for each portion, and after

that logically traveling through them.

Physical Distribution – “Place”

Amul has Biggest Distribution chain in light of the fact that its desserts,

drain, spread and cheddar is discovered basically all over the place. As it

is a FMCG item. Company uses two types of channel

Direct Selling which is modern retail in India and second is with the help

of intermediaries.

Promotion

Amul is accountable for a champion among the most wonderful and

longest running outdoors campaign and also a champion among the most
known outside publicizing characters – The Amul young woman. We
might need to acknowledge this open way to exceptionally offer thanks
toward Mr Eustace fernandes, the inventive personality behind the sweet
young woman.

4P’s of Mother Diary

Product:
Mother Dairy is a leading brand offering milk, milk based products &
other food items in India. Mother Dairy product portfolio is majorly
divided based on the three brands Mother Dairy, Dhara and Safal. Token
Milk
1. Full Cream
2. Toned
3. Doned Toned
4. Cow Milk
5. Live lite
6. Ultimate DAhi
7. Advance Delhi
8. Classic Dahi
9. Mishti Dol
10. Lassi
11. Plain Chach
12. Tadka Chach
13. Nutrifit
14. Flavoured milk Bottles
15. Fresh Paneer
16. Butter
17. White Butter
18. Cheese Slice Cheese Cubes
1. Cheese Spread
2. Ghee
3. Dairy Whitener
4. Yogurt
5. MilkShake
1. Icecreams
 Price:

Prices also vary with packages and variants of milk.

Place:
Mother Dairy has a wide presence across India. Within the milk industry,
distribution is sort of vital c part of the business and therefore to faucet
into varied regions all over the country it has 1400 shops and and one
thousand exclusive stores in place. As its suppliers are farmers and
cooperatives, its able to save on alternative middle men prices. Since
Mother Dairy deals with a perishable which needs refrigeration and has
very less shelf life, it produces as per demand of the regions
Promotion:
Mother Dairy has adopted a delicate yet effective marketing
strategy.Because it is facing stiff competition from national player Amul,
Mother Dairy has developed smart marketing strategy whereby it is
performing on better communication strategies. It is currently coming up
with various advertising ways to achieve customer’s mind share.

SWOT ANALYSIS OF AMUL

Mother dairy a very penetrative pricing strategy. Since its suppliers

are farmers and cooperatives and n wishes to support them, milk
prices modifies with inflations and specific amount of fluctuations
are visible in Mother Dairy milk prices.
Strengths
PRODUCT DISTRIBUTOR RETAILER MRP
High Market Share in Icecream
PRICE PRICE
Market – Amul has the topped Dahi 6.5 7.2 8
market share in dessert segment Paneer 17.5 18.50 20

which further helps it grow and Yogurt 6.5 7.2 8

launch other products into the market.

Outstanding brand equity – amul may be a beloved brand over

the years and the participation of the moppet girl and her outdoor

ads is remarkable.

Excellent quality management – despite the fact that the

company has such a huge and large range of distribution

network,very few complaints have been arised.

Wide distribution network – This can be one company which is

that is robust in urban & rural distribution. You may notice amul

represents in towns and villages.

Strong Supply chain – Retailers adore Amul and the brand is

widely recognised for the white revolution in the country.

Rural presence – Amul has a Strong rural presence. The rural

present give the brand the rivaling advantage.

Weaknesses

Cost of Operations – Amul's operation is immense. As is the

cost. Furthermore the division is with the end goal that keeping up

edges ends up plainly troublesome step by step. Along these lines,

to confront worldwide players, Amul needs to keep up the

operations in a similar way it is completing today. It is not a

shortcoming however rather a persevering test for Amul. Truth be

told, all through summers, the organization faces extreme lack of

supply.
Opportunities

Export –

Amul can send out its item to different nations in this way

expanding its turnover and edges exponentially.

Focus more on chocolate advertise – Amul envelops no

advertizement strategy that makes a tangle for its invasion into

extra items. Amul should have isolate SBU's and focus more on

growing its product offering through chocolates or other such

items.

Threats

Extending competition in Ice cream area – Many players, close-by

and general, are entering the sweet grandstand in like manner

taking without end offer of wallet from Amul. Kwality dividers,

Naturals, London dairy, Havmor, Arun frozen yogurt, Vadilal,

Ramani, are a part of the few brands who are particularly in

competition with Amul.

SWOT Analysis: Mother Dairy

 Strengths a. Awell-perceived brand name

b. Prevalent auxiliary brands like Dhara, Safal, b-Activ, and

so on.

c. A huge assortment of items like drain, dairy items, organic

products, vegetables, foodstuffs, palatable oil,
refreshments, solidified nourishment, and so forth.

d. A representative quality of three-thousand individuals

e. Strong and proficient production network

f. Technological progression
g. Known for quality and “reasonable price”

Weaknesses 1.Limited number of Mother Dairy and Safal outlets

2.Difficult to keep up competitive pricing
3.Vegetables and milk products are perishable

Opportunities i.
More number of Mother Dairy outlets
ii. 3.Market and publicize the products
iii. 4.Increase its market share by expansion in undiscovered
markets

Threats 1.Strong marketing muscle by competitors

2.Unsteady monetary condition
3. Rival companies
 QUESTIONNAIRE FOR CONSUMERS

i. 1.Name ____________________________
ii. 2.Age ____________________________
iii. 3.Educational Qualification ___________________________
iv. 4.Occupation __________________________
v. 5.Monthly Income
vi. (a) Below Rs. 5000 (b) Between Rs. 5000 to Rs.
10,000
vii. (c) Rs. 10,000 to Rs. 15,000 (d) Rs. 15,000 and above
viii. 6.Do you consume milk product?
ix. (a) yes (b)No
x. 7.What is rate of buying milk products?

xi. (a) Daily (b) In 2-3 days (c)once a week

xii. Which brand do you prefer in the market?
xiii. (a) Amul (b) MotherDairy
xiv. 9.What factors influenced you to buy this brand ?

xv. Quality (b) Easy availability (c) Price

xvi. (d) Dealer relationship (e) Attractive packing (f) Regular

supply

xvii. Which type of milk you prefer to buy ?

xviii. Toned (b) Fullcream (c) LowFat (d) DoubleToned

xix. The reasons for preferring the above milk.

1. Quality of Milk (b) Price
2. Easy Availability (d) Any other

xx. 12.How long have been using the present brand of milk?
(a) One year (b) Two year
(b) Three years (d) Four years and above
 DATA ANALYSIS

A sample of 60 consumers was taken and were asked these 12 questions:

1.) Out of 60 respondents:

a.) 10% of the respondents came under the income group of Below 5000
b.) 20% of the respondents came under the income group of Below 5000-
10000
c.)
d.) 40% of the respondents came under the income group of Below
10000-15000
e.)
f.) 30% of the respondents came under the income group of Below
15000 & Above

2.) Out of 60 people:

a.)70% people buy milk daily.

b.)20% people purchase milk one in 2-3 days

c.)And remaining buy once a week

2.) Out of 60 respondents:

a.) 48% people prefer Amul Milk

b.) 52% people prefer Mother Diary
5.) Among 60 respondents:
21
a) More than 1/3rd people purchased Amul products due to the Quality
Factor
b) Rest of the public consume due to availability of the product
c) Price is generally not a issue for the buyers .

6.) Out of 60 respondents:

a) 60% people prefer FullCream family

b) 35% people prefer toned individuals
c) 5% gymsters use low fat

7.) Out of 60 respondents:

a) 65% people choose the brand because of Quality of milk.

b) 35% consumers are getting easy availability of the products.
c) The remaining people are loyal to brand which they are using previously.

8.) Out of 60 respondents:

a.)40% of the people are using this brand past 1 year.

b.)50% of the people are loyal to brand past two years.

c.)Remaining people are using more than four years.