EXECUTIVE SUMMARY

1

This project was undertaken with the objective of PROMOSATIONAL STRATEGY

OF AMUL INDIA Ltd. AND IT’S EFFECT ON CUSTOMER SATISAFACTION.

It also looked into the different factor promotional activity to the product in the retail

outlets. The study was conducted at Amul India Ltd, Gondia district. The retailer’s

preference was studied through using questionnaire.

A sample size of 60 respondents was taken for the study, whose responses

were studied and interpreted .The sampling design was used convenience sampling.

This topic provides me the detailed practical knowledge and its

applications of marketing strategy.

Finally the whole study of the research work, the company needs the

effective advertisement of the product in the local channel and print media for awareness

of Amul product.

Introduction to the Subject:

2

Our world today is characterized by the promotion. Every day when we

open the newspaper or see view on T.V. channels we are bombarded with the

advertisements.

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Just look at the prized sponsored by several firms at the end of well known

television programmed like Airtel desh ki awaj, Dus ka Dum, Indian Idol on Sony, etc.

Channels it isn’t the prized on the television to attract the customers it may

have discount coupons, gifts and several similar incentives program creatively designed

by marketer that draws the customer’s brain in the organization.

Promotional activity is one of the most loosely used terms in marketing but

in beverages companies it use separate. Sales promotion consist short term incentives to

encourage purchase and sales or services

The project delves into the workings from the distribution aspect of an

FMCG organization in detail. AMUL, being an FMCG company, attaches a lot of

significance to the distribution aspect of its business. The distribution channel of AMUL

holds a lot of potential in affecting the demand or sales of AMUL products through

delivery on time, delivery of variety of products, the retailer-friendliness of the policies

being set by the distributors and equitable distribution of products to all the retail outlets

in a particular region, to name a few.

Addition to this we carried out sales promotion activity through discount

coupons. Sales promotion consists of diverse collection of incentive tools, most short-

term designed to stimulate and/or greater purchase of a particular product by consumers

or the trade. Whereas advertise offers a reason to buy, sales promotion offers incentive to

buy. Sales promotion includes tools for consumer promotion (for example samples,

coupons, prizes, cash refund, warranties, demonstrations, contest); trade promotion (for

example buying allowance, free goods, merchandise allowances, co-operative

advertising, advertising and display allowances, dealer sales contests); sales force

promotion (for example bonuses, contests, sales rallies).

NEED OF STUDY:

4

Managers are always curious about the position of their company’s products

in the market which largely depend upon the company’s goodwill, and the position of

their brand. In order to maximize the sale and profit, company must deliver outstanding

satisfaction to the retailers, wholesaler & customers. So market survey of retailers,

wholesalers & customers, chart out the position of the company as compared to the

competitors. It helps the organization to find out the brand being sold most by the

retailers along with their stocking and also consumer buying preferences.

OBJECTIVES:

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1) To study about the Amul company sales promotional strategy in Gondia district.

2) To study about the awareness of amul product among the people in Gondia district.

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3) To know the factors which affects consumer’s buying behavior to the purchase Amul

Product.

4) To analyze the promotional activity and its effect on customer product buying

decision.

SCOPE OF THE STUDY:

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1. The scope of the study is limited only in Gondia district.

2. This project for increasing Sale and Finding the market for Amul product.

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3. There is a study to increase in consumers and retailers expectation.

4. This project will lead to necessary insight and requisite data to accomplish the

preceding motive.

HYPOTHESIS:

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Hypothesis is a preliminary or tentative explanation or postulate by the researcher

of what the researcher considers the outcome of an investigation will be.

It indicates the expectations of the researcher regarding certain variables. It is the

most specific way in which an answer to a problem can be stated.

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It offers explanations for the relationships between those variables that can be

empirically tested.

Promotional activity used by Amul co. leads into No.1 position in Gondia region.

Promotional Strategy influences the customer Product buying decision.

Motivation of Customer interest on Amul product.

Company profile:

11

In the year 1946 the first milk union was established. This union was started with 250

liters of milk per day. In the year 1955 AMUL was established. In the year 1946 the

union was known as KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS’

UNION. This union selected the brand name AMUL in 1955.

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The brand name Amul means “AMULYA”. This word

derived form the Sanskrit word “AMULYA” which

means “PRICELESS”. A quality control expert in

Anand had suggested the brand name “AMUL”. 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. (The total sale is Rs. 6 billion in 2005). Today Amul is a

symbol of many things like of the 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 have a proven model for dairy

development (Generally known as “ANAND PATTERN”).

In the early 40’s, the main sources of earning for the farmers of Kaira district were

farming and selling of milk. That time there was high demand for milk in Bombay. The

main supplier of the milk was Polson dairy limited, which was a privately owned

company and held monopoly over the supply of milk at Bombay from the Kaira district.

This system leads to exploitation of poor and illiterates’ farmers by the private traders.

The traders used to beside the prices of milk and the farmers were forced to accept it

without uttering a single word.

However, when the exploitation became intolerable, the farmers were frustrated. They

collectively appealed to Sardar Vallabhbhai Patel, who was a leading activist in the

freedom movement. Sardar Patel advised the farmers to sell the milk on their own by

establishing a cooperative union, Instead of supplying milk to private traders. Sardar

Patel sent the farmers to Shri Morarji Desai in order to gain his co-operation and help.

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Shri Desai held a meeting at Samarkha village near Anand, on 4th January 1946. He

advised the farmers to form a society for collection of the milk.

These village societies would collect the milk themselves and would decide the prices at

which they can sell the milk. The district union was also form to collect the milk from

such village co-operative societies and to sell them. It was also resolved that the

Government should be asked to buy milk from the union.

However, the govt. did not seem to help farmers by any means. It gave the negative

response by turning down the demand for the milk. To respond to this action of govt., the

farmers of Kaira district went on a milk strike. For 15 whole days not a single drop of

milk was sold to the traders. As a result the Bombay milk scheme was severely affected.

The milk commissioner of Bombay then visited Anand to assess the situation. Having

seemed the condition, he decided to fulfill the farmers demand.

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Gujarat Cooperative Milk Marketing Federation (GCMMF) :

Gujarat 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.

Amul's product range includes milk powders, milk, butter, ghee, cheese, curd, chocolate,

ice cream, cream, shrikhand, paneer, gulab jamuns, basundi, Nutramul brand and others.

In January 2006, Amul plans to launch India's first sports drink Stamina, which will be

competing with Coca Cola's Powerade and PepsiCo's Gatorade .

Amul is the largest food brand in India and world's Largest Pouched Milk Brand with an

annual turnover of US $1050 million (2006-07). Currently Amul has 2.6 million producer

members with milk collection average of 10.16 million litres per day. Besides India,

Amul has entered overseas markets such as Mauritius, UAE, USA, Bangladesh,

Australia, China, Singapore, Hong Kong and a few South African countries. Its bid to

enter Japanese market in 1994 had not succeeded, but now it has fresh plans of flooding

the Japanese markets .Other potential markets being considered include Sri Lanka.

Dr Verghese Kurien, former chairman of the GCMMF, is recognised as the man

behind the success of Amul. On 10 Aug 2006 Parthi Bhatol, chairman of the Banaskantha

Union, was elected chairman of GCMMF.

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Amul Secret Of Success:

The system succeeded mainly because it provides an assured market at remunerative

prices for producers' milk besides acting as a channel to market the production

enhancement package. What's more, it does not disturb the agro-system of the farmers. It

also enables the consumer an access to high quality milk and milk products. Contrary to

the traditional system, when the profit of the business was cornered by the middlemen,

the system ensured that the profit goes to the participants for their socio-economic

upliftment and common good. Looking back on the path traversed by Amul, the

following features make it a pattern and model for emulation elsewhere.

Amul has been able to:

Produce an appropriate blend of the policy makers farmers board of management and the professionals: each group appreciating its rotes and limitations.

Bring at the command of the rural milk producers the best of the technology and

harness its fruit for betterment.

s

Provide a support system to the milk producers without disturbing their agro-

economic systems.

Plough back the profits, by prudent use of men, material and machines, in the

rural sector for the common good and betterment of the member producers.’

Even though, growing with time and on scale, it has remained with the smallest

producer members. In that sense, Amul is an example par excellence, of an

intervention for rural change.

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ACHIEVEMENT:

Amul :Asia‟s largest dairy co-operative was created way back in1946 to make the milk

producer self-reliant and conduct milk- business with pride. Amul has always been the

trend setter in bringing and adapting the most modern technology to door steps to rural

farmers.

Amul created history in following areas:

a) First self motivated and autonomous farmers‟ organization comprising of more than

5000000 marginal milk producers of Kaira District.

b) Created Dairy co-operatives at village level functioning with milk collection centres

owned by them.

c) Computerized milk collection system with electronic scale and computerized

accounting system.

d) The first and only organization in world to get ISO 9000 standard for its farmers co-

operatives.

e) First to produce milk from powder from surplus milk.

Amul is the live example of how co-operation amongst the poor marginal farmers can

provide means for the socio-economic development of the under privileged marginal

farmers.

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Amul in abroad:

Amul is going places. Literally. After having established its presence in China, Mauritius

and Hong Kong, Gujarat Cooperative Milk Marketing Federation (GCMMF), India‟s

largest milk cooperative, is waiting to flood the Japanese market.

Then, GCMMF is also looking at Sri Lanka as one of its next export destinations. Amul

products are already available on shelves across several countries, including the US,

China, Australia, West Asian countries and Africa.

GCMMF recorded a turnover of Rs 2,922 crore last fiscal. Its products include pouch

milk, ultra heat treated (UHT) milk, ice-cream, butter, cheese and buttermilk.

Managing Competition:

The Indian market is dominated by a large number of small local and regional players.

There are an estimated 150 manufacturers in the organized segment, which accounts for

30-35% of sales and about 1000 units in the unorganized segments of the market. In the

organized segment the significant brands are Kwality Walls , Vadilal, Amul, Havmor,

Mother dairy and Baskins & Robbins. GCMMF is facing very tough competition from

both in and outside India.

Amul combats competition from its competitors by providing quality products at a price

which its customers value. Along with good quality products and reasonable price the

packaging is also very good. Most of its products are available in many flavors. Excellent

advertising backs its products and helps GCMMF (AMUL) to leave its competitors a

tough time. Also Amul has come out with Amul Parlours to cater to various segments of

customers. Amul has a very strong Brand Image in the Domestic market. Many products

are exported by GCMMF.

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Sales Turnover:

Sales turn over of GCMMF from 1994 to 2009:-

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List of Products Marketed:

Bread spreads

• Amul Butter• Amul Lite Low Fat Breadspread• Amul Cooking Butter

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), Frozen,

Refrigerated and Tinned• 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

• Amul Pure Ghee• Sagar Pure Ghee• Amul Cow Ghee

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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

Milk Powders

• Amul Full Cream Milk Powder

• Amulya Dairy Whitener

• Sagar Skimmed Milk Powder

• Sagar Tea and Coffee Whitener

Fresh Milk

• Amul Taaza Toned Milk 3% fat

• Amul Gold Full Cream Milk 6% fat

• Amul Shakti Standardized Milk 4.5% fat

• Amul Slim & Trim Double Toned Milk 1.5% fat

• Amul Saathi Skimmed Milk 0% fat

Curd Products

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• Yogi Sweetened Flavored Dahi (Dessert)

• Amul Masti Dahi (fresh curd)

• Amul Butter Milk

• Amul Lassee

Amul Ice creams

• Royal Treat Range (Rajbhog, Cappuchino, Chocochips, Butterscotch, Tutti Frutti)

• Nut-o-Mania Range (Kaju Drakshi, Kesar Pista, Roasted Almond, Kesar

Carnival, Badshahi Badam Kulfi, Shista Pista Kulfi)

• Utsav Range (Anjir, Roasted Almond)

• Simply Delicious Range (Vanilla, Strawberry, Pineapple, Rose, Chocolate)

• Nature's Treat (Alphanso Mango, Fresh Litchi, Anjir, Fresh Strawberry, Black

Currant)

• Sundae Range (Mango, Black Currant, Chocolate, Strawberry)

• Millennium Ice cream (Cheese with Almonds, Dates with Honey)

• Milk Bars (Chocobar, Mango Dolly, Raspberry Dolly, Shahi Badam Kulfi, Shahi

Pista Kulfi, Mawa Malai Kulfi, Green Pista Kulfi)

• Cool Candies (Orange, Mango)

• Cassatta

• Tricone Cones (Butterscotch, Chocolate)

• Megabite Almond Cone

• Frostik - 3 layer chocolate Bar

• Fundoo Range - exclusively for kids

PLANTS:

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First plant is at ANAND, which engaged in the manufacturing of milk, butter, ghee, milk butter etc.

Second plant is at MOGAR, which engaged in manufacturing chocolate, nutramul, Amul Ganthia and Amul lite.

Third plant is at Kanjari, which produces cattelfeed.

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Fourth plant is at Khatraj, which engaged in producing cheese.

MARKETING STRATEGY OF AMUL:

24

Amul was formally registered on December 14, 1946. The brand name Amul,

sourced from the sanskrit word Amoolya, means priceless. It was suggested by a quality

control expert in Anand. Some cite the origin as an acronym to (Anand Milk Union

Limited).

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The Amul revolution was started as awareness among the farmers. It grew and

matured into a protest movement that was channeled towards economic prosperity. It is a

dairy cooperative movement in India. It is a brand name managed by an apex cooperative

organization, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which

today is jointly owned by some 2.41 million milk producers in Gujarat, India[1]. It is

based in Anand town of Gujarat and has been a sterling example of a co-operative

organization's success in the long term. The Amul Pattern has established itself as a

uniquely appropriate model for rural development. Amul has spurred the White

Revolution of India, which has made India one of the largest milk producers in the world.

It is also the world's biggest vegetarian cheese brand [2].

Amul's product range includes milk powders, milk, butter, ghee, cheese,

chocolate, ice cream, cream, shrikhand, paneer, gulab jamuns, basundi, Nutramul

brand and others.

In January 2006, Amul plans to launch India's first sports drink Stamina, which

will be competing with Coca Cola's Powerade and PepsiCo's Gatorade [3].

Introduction To Marketing Promotional strategy

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A successful product or service means nothing unless the benefit of such a service can be communicated clearly to the target market. An organisations promotional strategy can consist of:

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Advertising: Is any non personal paid form of communication using any

form of mass media?

Public relations: Involves developing positive relationships with the

organisation media public. The art of good public relations is not only to obtain favorable publicity within the media, but it is also involves being able to handle successfully negative attention.

Sales promotion: Commonly used to obtain an increase in sales short term.

Could involve using money off coupons or special offers.

Promotion BudgetCOST SHEET

** SCHEDULE ‘A’

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PARTICULARS Rate Total Cost

Mascot (Mooh) 100/day

10,000

Television Advertisements 90,000Radio Jingles 6,045.45Banners and Hoardings 58,000Print Advertisements (Newspapers)

60,000

Print Advertisements(Magazines)

45,500

World Cup Promotional Activity

-Nil

Payment to brand ambassador

3,50,000

Above A Pull Strategy (Left) Push Strategy (Right).

Communication by the manufacturer is not only directed towards consumers to create demand.

A push strategy is where the manufacturer concentrates some of their marketing effort on promoting their product to retailers to convince them to stock the product. A combination of promotional mix strategies are used at this stage aimed at the retailer including personal selling, and direct mail. The product is pushed onto the retailer, hence the name.

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A pull strategy is based around the manufacturer promoting their product amongst the target market to create demand. Consumers pull the product through the distribution channel forcing the wholesaler and retailer to stock it, hence the name pull strategy. Organisations tend to use both push and pull strategies to create demand from retailers and consumers.

Promotion Tool Used:

The consumer promotion tools mean the promotion activities, which are beneficial for

consumers as well as company. Such as price discounts, samples, cash refund, premiums,

prizes, cross promotion and coupons etc. We decided to use discount coupons. We

distributed it among customers and validity kept seven days from issued.

• The consumers are seduced to buy the product.

• It helped to increase sales volume.

• Consumer can get good quality of good in cheaper price.

• It can attract the new consumers and customers buying other milk brands.

• Attract brand switchers, who are primarily looking for low price, good value or

premiums.

• Turn switcher to loyal users,

• It induced to make some subsequent purchases.

• Give little permanent gain in market share

ADVERTISING STRATEGY:

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Emotional touch:

Since 1967 Amul products' mascot has been the very recognizable "Amul baby" (a

chubby butter girl usually dressed in polka dotted dress) showing up on hoardings and

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product wrappers with the equally recognizable tagline Utterly Butterly Delicious Amul.

Through this ‘Amul baby’ Amul creates emotional touch with consumers.

The Amul Bayby:

50 years after it was first launched, Amul's sale figures have jumped from 1000 tonnes a

year in 1966 to over 25,000 tonnes 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

Through the Amul baby, Amul shows – “after consuming the Amul products kids can

grow with creativity & innovativeness. It has even left great impact on parent’s outlook.

Now they feel their kids can grow in the best possible.

Ex- an Amul butter ad on Pakistan's Kargil War fiasco. The image shows the "Amul

baby" in between George Fernandez and Vajpayee.

Operation Flood

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The Amul started project called Operation Flood (OF), with all the subsidiary

cooperatives of NDDB, meant to create a flood of milk in India's villages with funds

mobilized from foreign food donations.

Under the operation flood Amul and other subsidiaries of NDDB introduced an

advertisement for attracting the people towards milk that is known as “Wonderful

Doodh”. It got great success in the market. Due to this add, the demand of the milk got

doubled and also its effects on the sales of other brand competitors like as Pepsi, coca

cola etc.

Amul – The Taste of India

Amul introduced the tag line “The Taste of India” to attract more customers towards it, as

Indians are emotionally bound towards the feeling of being Indian when something is

related to their sentiments of being Indian, they tend to attract towards their particular

product.

Through this tag line Amul believes to entrust the customers to deliver batter quality

product

Present Scenario :

Amul is targeting export turnover of Rs 150 crore and expects milk product sales to rise

in overseas market such as west Asia, US and Sri Lanka. Amul added 900 distributers

across small town to expend their reach. Amul is also applying following activities to

expand their market:

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Amul is advertising his products through press advertisement, radios, boarding and

cable TV

Amul started printing its logo on home delivery bags, T-shirts, caps, umbrellas.

Amul is organizing many competitions in different institute & distributing gifts with

its logo to aware the consumers.

RESEARCH METHODOLOGY :

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The methodology that was adopted for the study includes both primary source of data as well as the secondary source of data. The methodology of the study can be explained as follows:

PRIMARY DATA:

The primary data are those which are collected afresh and for the first time,

and thus happens to be original in character. We can obtain primary data either through

observation or through direct communication with respondents in one form or another or

through personal interview. There are several methods of collecting primary data, but in

this research work primary data collected by using questionnaire.

SECONDARY DATA:

Secondary data means data that are already available i.e. they refer to the data which have

been already been collected and analyzed by someone else. When the researcher utilizes

secondary data, then he has to look into various sources from where he can obtain them.

Secondary data may either be published data or unpublished data. In this research work,

secondary data collected through the

Internet Company manual and bookletsBooks etc.

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METHODS OF DATA COLLECTION

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The source of information is generally classified as primary and secondary.

According to payline V. Young The source of information can be classified into

documentary sources and field sources.

a) Primary data:- The information given / collection by individuals or group constitute primary

source.

Methods of generating primary data

i) Survey

ii) Personal interview

iii) Group interview

iv) Observation

v) Questionnaire

b) Secondary data:Books, diary, manscrupt, letter, magazine, internet etc. are the secondary or documentary

source. The researcher for this dissertation has decided to use primary source as interview

schedule and secondary source as books and internet for data collection.

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Tools Of Data Collection:

a) Interview schedule & questionnaire was used as tool for primary source of data

collection.

b) Interview schedule consist of number of question typed in a definite order or

form.

Pre-study:

After careful study of literature and expert consultation the researcher still may

have only a rather vague idea about the critical element in his problem. As pilot study

sometimes may be launched as a step preliminary to the form scale before original study

are carried out in order to gain some preliminary information of the main project for this

purpose the researcher meet company’s personal manager to get the pre knowledge of the

subject before conduction actual data collection.

Pretesting: -

Pretesting is the process of an advance testing of study design after the interview

schedule has been prepared .The researcher referred books and internet to get prepared

literature for this project & report.

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Processing:-

Once the collection of data is over the main step top arranged for p[rocessing and

analysis of data. So the interview can be made resulting information theories. The first

step is editing, is a process of examining the data collection in interview schedule to

defect efforts and mission and to see that they are corrected and the schedules prepared

tabulations.

Editing:

The preparation of the data forms for tabulations must include on operational

procedure for accepting, modifying or resection individual questionnaire.

Tabulation:

Tabulation is a process of summarizing raw and display it in compact forms for

further analysis. Analysis of data is made possible through tables. These tables are made

for different variables and to show relationship with each other.

Interpretation of data:-

Analysis and interpretation are central step in research process. The goal of

analysis is to summarize o collected data in such a way that they provide answer to the

and triggered the researcher. Interpretation is the research for the broader meaning of

research finding. The questionnaire is precoded a few uncoded response are classified

the code were verified before transferred to the master chart.

Data Analysis for Retailers:-

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Medium of Awareness for Amul Brand?

INFERENCE

➢ 94% of respondent are aware of presence of Amul milk in city➢ Print Media, TVC and Word of mouth act as major source of awareness➢ Wall painting act as effective medium for awareness

Top of mind brands for different Occupation

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.

INFERENCE

Amul is considered as 1st choice by House wife’s while others

consider Saras

Consumer’s expectation from Amul

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INTERPRETATION:

• The question asked to the retailers where the Amul milk is being sale, and tried to

collect feedback of customers about Amul milk.

• More customers were having complaints about the clear date of packaging and

availability.

• Some customers were not happy with quality of milk.

% analysis for the type of adds for the new AMUL milk TVC?

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INTERPRETATION:

• New commercial is energetic and refreshing but low in honesty

Data Analysis for Customers:-

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Number of customers purchasing Amul product.

INTERPRETATION:

• The above graph indicates that only 32% of the customers are purchasing Amul

milk.

• It shows that Amul milk brand is not popular among the customers.

Ratings from customers for attributes of Amul.

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INTERPRETATION:

45

From the above graph it can be concluded that

• QUALITY: Most of the customers were satisfied with Amul milk quality.

• BRAND IMAGE: The graph shows that Amul is having good brand image.

• AVAILABILITY: Most of the customers were satisfied with the Amul milk

distribution.

• PACKAGING DATE: Most of the customers were not satisfied about not printing of

packaging date and they were facing a problem regarding same.

• PRICE: Some customers were not satisfied with the price given by A

When you use the Amul product?

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Occasionally 60%

Any time 12%

Seasonal 28%

Preferance

Occasionally

Any time

Seasonal

INTERPRETATION:

1. From the above chart we can find that preference of the customer

occasionally is highest percentage.

LIMITATIONS:-

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This report had to work under several constraints and limitations. Some of the key

limitation is.

.

1. The survey is limited only for Gondia region

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2. Time period of the project was limited which may not be enough to understand the

whole market.

3. Convenient sampling was used as the mode of conducting the research.

4. The psychology and temperament of a respondent play a significant role. Some

respondents are more sensitive as against others who are more tolerant. A change in the

composition of the respondents can affect the answers adversely or favourably.

6. Respondents may not have been true in answering various questions and may be biased

certain other questions.

CONCLUSION:-

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Amul means different things to different people.

To a milk producer – A life enriching experience

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To a consumer – Assurance of having wholesome milk

To a mother – A reliable source of nourishment for her child

To the country – Rural development and self reliance

As we know that Amul is very big organization and market leader in dairy products. It

has maximum market share in Milk, Butter, Cheese & Ice-Cream which are its main/core

products. But in case of local market like Gondia the Amul milk is not a popular product

as compared to other Amul Products. With the help of research, company can find out its

week points in Milk product and can increase its market share through rectify mistakes.

People have believed in Amul’s product and they will accept it also if effective actions

were taken.

The survey resulted into following conclusions:

_ Amul must come up with new promotional activities such that people become aware

about Amul Milk like Amul Tazza & Gold.

_ Quality is the dominating aspect which influences consumer to purchase Amul product,

but prompt availability of other Milk brands and aggressive promotional activities by

others influences the consumer towards them and also leads to increase sales.

_ In comparison to Amul Milk, the other players such as Chitale, Katraj,Gokul &

Krushnai provide a better availability and give competition to the hilt.

_ People are mostly satisfied with the overall quality of Amul Milk, but for the existence

in the local market Amul must use aggressive selling techniques

SUGGESTION:

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Supply of products must be regular.

Credit facility should be made available.

Replacement facility must be there.

Margin provided to retailer should be satisfactory.

All the required products must be available on time.

Attention must be paid to small retailer.

Distribution channel must be effective.

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ANNEXURE

QUESTIONNAIRE FOR THE RETAILER.

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1. Name of the Outlet -----------------------------------------

2. Location of the Outlet ------------------------------------------

3. Type of Outlet

a) Convenience Store b) Eatery c) Grocery

4. How long have you been into the business?

a) Less than 1 year b) 1 to 3 years c) Greater than 3 year

5. Which company product do you stock?

1) Amul 2) Dinshaw’s

3) Both 4) others

6. Which kind of amul product is mostly sale/like?

1) Kulfi 2) Family pack 3) Bar cones

4) Small and large cup 5) other

7. How many units do you sell of the following brands daily?

1) Amul 2) dinshaw’s

3) Both 4) Others

8. Do you receive credit from the AMUL company/distributor?

1) Yes 2) No

9. Is discount available for purchase of AMUL products?

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1) Yes 2) No 3) Not Applicable

10. Does the effectiveness of the distribution channel influence your stocking decision?

1) Yes 2) No

11. Which factors given below influence your stocking decision? Rank on a scale of (1-4)

the options given below, where 1 is the most important & 4 is the least important.

a) Packaging ________

b) Promotional effectiveness of the company________

c) Offers _______

d) Consumers preference ________

12. Which Kind of offer gives the company to boost the sell?

1) Discount 2) Coupon

3) Free goods 4) other

QUESTIONNAIRE

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CUSTOMER SATISFACTION SURVEY

This research work is a study to measure how well the AMUL

INDUSTRIES Pvt. Ltd. INDIA - (IN GONDIA DISTRICT) is meeting your

needs and know what needs to be improved to increase customer

satisfaction.

1) Name of consumer : _____________________________________

2) Age : _____________________________________

3) Gender Male Female

4) Qualification : ____________________________________

5) Salary : _____________________________________

6) Adders : _____________________________________

7) Which of the following indicate your type of employment? Public employment Private employment Self-employment Student

Unemployed

8) Which of the dairy product you prefer? Amul Dinshaw’s

Top N Town Other

9) Medium of Awareness for Amul Milk Brand?

Print Media Wall painting TVC Hoarding

Word of Mouth

10) % of medium of awareness for the respondents aware of new Amul product advertisement?

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TV Print Media

Publicity Word of Mouth

11) When you use the Amul product?

Occasionally Other Any time

Seasonal

12) Why you are prefer that particular company product?.

Test Price Test& Price

BIBLIOGRAPHY

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Books:

i. Marketing Management (12th Edition) – Philip Kotlar

ii. Research Methodology – C. R. Kothari

Websites:i. www.google.co.in

ii. www.wikipedia.com

iii. www.amul.com.

iv. www.marketresearch.com

v. www.dairy.com

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