MAULANA ABUL KALAM AZAD UNIVERSITY OF

TECHNOLOGY

Summer Project Report

On
“DISTRIBUTION AND PROMOTION OF AMUL FRESH
PRODUCTS”
At

By
Sauhail Khan
MAKAUT Registration Number- 181360710097 OF 2018-2019
MAKAUT Roll No- 13600918024

ARMY INSTITUTE OF MANAGEMENT KOLKATA

1
 TABLE OF CONTENTS

Authorisation
Certificate from Guides
Declaration by the Student

Acknowledgement
Executive Summary
Introduction
 About the sector
 Company Profile
 Scope and Limitations of the Study
Literature Review
Research Framework
 Research Design
 Research Methodology
 Data Collection
 Sampling Technique

Findings and Recommendations

 Data Analysis and Interpretation
 Findings
 Conclusions
 Recommendations
 Limitation and Scope for Further Study

References

2
 GUIDANCE-cum-COMPLETION CERTIFICATE

This is to certify that Sauhail Khan, MAKAUT Registration 181360710097 OF 2018-2019

MAKAUT Roll No. 13600918024, has undertaken the project titled “DISTRIBUTION AND
PROMOTION OF AMUL FRESH PRODUCTS” under our guidance from June 18, 2019 to
August 17, 2019 at AMUL KOLKATA and has completed the said project successfully.

Prof. Somarata Guha Chakroborty

(Internal Guide)
Army Institute of Management

3
 DECLARARATION

I hereby declare that this project Report entitled “DISTRIBUTION AND PROMOTION OF
AMUL FRESH PRODUCTS” Submitted by me to the Amul office, Kolkata is a bonafide
work undertaken by me under the guidance of Mr. Abhijeet Maiti (Branch Manager) and,
Prof. Somarata Guha Chakroborty, Faculty of AIMK and it is not submitted to any other
University or Institution for the award of any Degree or diploma / certificate or published ant
time before.

(Signature)
Sauhail Khan

4
 ACKNOWLEDGEMENT

I am extremely indebted to the management of Amul, Kolkata for providing me opportunity

to undertaken the project work I their esteemed organization. I am extremely grateful for all
the guidance provided by Mr. Arpan Haldar and all other staffs of Amul Kolkata without
help this project would not have been possible.

I would also like to express my thanks and gratitude towards Mr. Abhijeet Maiti (Branch
Manager) for their guidance and their constant support and company.

I would like to express my sincere gratitude to Prof. Somarata Guha Chakroborty, Army
Institute of Management my project guide for imparting her knowledge and wisdom.

Thank you
Sauhail Khan

5
 EXECUTIVE SUMMERY

In two months Summer Internship Project “- Amul- The Taste of India “company gave
me this opportunity to do a project on Promotion of Amul Shakti In local market of Kolkata.
I had to research and analysis of the market share of the company and its sales
promotion in its field of milk.
The work was divided into three categories-
 Understanding the market portfolio regarding the behavior of customer towards the
project and the brand Amul.
 Collecting the data by directly contacting the retailers of the Kolkata and collecting
the feedback about the product.
 Final stage to use different promotional techniques in order to increase the sales
of the product.
In the first stage my area of study was local market of Kolkata. For which I did analysis of
the market and understand the behavior of customer towards the product.
In order to increase the market share of the product I visited the retailer shops asked what
feedbacks of customers are and what the reasons for less sales. During my visit I came to
know that the main reason is the lack of awareness of the product and they prefer other
amul milk products like amul gold, amul taaza, etc.
After analysis and understanding the market condition we started promotional techniques
and convinced the customers to buy Amul Shakti instead of other amul milk products.
Toward the end the project again the feedback was collected about the sales of Amul
Shakti from the retailers and data was collected with the help of the sheet provided by the
company.

6
 INTRODUTION

ABOUT THE SECTOR (FMCG)

Introduction
Fast-moving consumer goods (FMCG) sector is the 4th largest sector in the Indian
economy with Household and Personal Care accounting for 50 per cent of FMCG sales in
India. Growing awareness, easier access and changing lifestyles have been the key
growth drivers for the sector. The urban segment (accounts for a revenue share of around
55 per cent) is the largest contributor to the overall revenue generated by the FMCG
sector in India However, in the last few years, the FMCG market has grown at a faster
pace in rural India compared with urban India. Semi-urban and rural segments are
growing at a rapid pace and FMCG products account for 50 per cent of total rural
spending.

Market Size
The Retail market in India is estimated to reach US$ 1.1 trillion by 2020 from US$ 840
billion in 2017, with modern trade expected to grow at 20 per cent - 25 per cent per
annum, which is likely to boost revenues of FMCG companies. Revenues of FMCG sector
reached Rs 3.4 lakh crore (US$ 52.75 billion) in FY18 and are estimated to reach US$
103.7 billion in 2020. The sector witnessed growth of 16.5 per cent in value terms
between July-September 2018; supported by moderate inflation, increase in private
consumption and rural income.

Investments/ Developments
The government has allowed 100 per cent Foreign Direct Investment (FDI) in food
processing and single-brand retail and 51 per cent in multi-brand retail. This would bolster
employment and supply chains, and also provide high visibility for FMCG brands in
organized retail markets, bolstering consumer spending and encouraging more product
launches. The sector witnessed healthy FDI inflows of US$ 14.42 billion, during April 2000
to December 2018. Some of the recent developments in the FMCG sector are as follows:
 In FY2019, ITC made more than 60 launches in the Fast-Moving Consumer Goods
(FMCG) segment in India.
 In February 2019 India’s leading FMCG Contract Manufacturer Hindustan Foods
Limited received investment of US$ 22 million from Convergent Finance LLP.
 Patanjali will spend US$743.72 million in various food parks in Maharashtra,
Madhya Pradesh, Assam, Andhra Pradesh and Uttar Pradesh.
 Dabur is planning to invest Rs 250-300 crore (US$ 38.79-46.55 million) in FY19 for
capacity expansion and is also planning to make acquisitions in the domestic
market.
 In May 2018, RP-Sanjiv Goenka Group created an Rs 1 billion (US$ 14.92 million)
venture capital fund to invest in FMCG start-ups.

7
Government Initiatives
Some of the major initiatives taken by the government to promote the FMCG sector in
India are as follows:
 The minimum capitalization for foreign FMCG companies to invest in India is
US$100 million.
 The Government of India has approved 100 per cent Foreign Direct Investment
(FDI) in the cash and carry segment and in single-brand retail along with 51 per
cent FDI in multi-brand retail.
 The Government of India has drafted a new Consumer Protection Bill with special
emphasis on setting up an extensive mechanism to ensure simple, speedy,
accessible, affordable and timely delivery of justice to consumers.
 The Goods and Services Tax (GST) is beneficial for the FMCG industry as many
of the FMCG products such as Soap, Toothpaste and Hair oil now come under 18
per cent tax bracket against the previous 23-24 per cent rate.

Achievements
Following are the achievements of the government in the past four years:
 Number of mega food parks ready increased from 2 between 2008-14 to 13
between 2014- 18.
 Preservation and processing capacity increased from 308,000 during 2008-14 to
1.41 million during 2014-18.
 The number of food labs increased from 31 during 2008-14 to 42 during 2014-18.

Road Ahead
Rural consumption has increased, led by a combination of increasing incomes and higher
aspiration levels; there is an increased demand for branded products in rural India. The
rural FMCG market in India is expected to grow to US$ 220 billion by 2025 from US$ 23.6
billion in FY18. In FY18, FMCG’s rural segment contributed an estimated 10 per cent of
the total income and it is forecasted to contribute 15-16 per cent in FY 19. FMCG sector is
forecasted to grow at 12-13 per cent between September–December 2018.On the other
hand, with the share of unorganized market in the FMCG sector falling, the organized
sector growth is expected to rise with increased level of brand consciousness, also
augmented by the growth in modern retail.Another major factor propelling the demand for
food services in India is the growing youth population, primarily in the country’s urban
regions. India has a large base of young consumers who form the majority of the
workforce and, due to time constraints, barely get time for cooking.Online portals are
expected to play a key role for companies trying to enter the hinterlands. The Internet has
contributed in a big way, facilitating a cheaper and more convenient means to increase a
company’s reach. It is estimated that 40 per cent of all FMCG consumption in India will be
online by 2020. The online FMCG market is forecasted to reach US$ 45 billion in 2020
from US$ 20 billion in 2017.

8
COMPANY PROFILE

Industry Type - FMCG

Founded - 14 December 1946
Headquarters - Anand, Gujarat, India
Key People - Rupinder singh sodhi (Managing Director and CEO)
Revenue - 38,000 Crores
Products - Food Products (Dairy)

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 PRODUCER’S UNION. This
union selected the AMUL in 1955.
The brand name AMUL means “AMULAYA”. This word was derived from the Sanskrit word
“AMULAYA” 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 a leading
food brand in India. 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 farmer’s organization. And have a
proven model for dairy development (Generally known as “ANAND PATTERN”).

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GCMMF
Gujarat Cooperative Milk Marketing Federation (GCMMF) is India’s largest food products
marketing organization. It is a state level apex body of milk cooperatives in Gujarat which
aims to provide remunerative returns to the farmer and also serve the interest of customer
by providing quality products which are good value for money.
Amul’s product range includes milk powder, milk, butter, ghee, cheese, curd, chocolate,
ice cream, shrikhand, paneer, gulabjamun, 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 Pepsi Co’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 (2006-2007). Currently Amul has 2.6 million producer
member with milk collection average of 10.16 Million liters per day. Besides India, Amul
has entered overseas markets such as Mauritius, UAE, USA, Bangladesh, Australia,
China, Singapore, Hong Kong and a few South Africa countries. Its bid to enter Japanese
market. Other potential markets being considered include Sri Lanka.
Dr. Verghese Kurien, former chairman of the GCMMF, is recognized as the man behind
the success of AMUL. On 10 Aug 2006 Parthi Bhatol, chairman of the Banas Kantha
Union, was elected chairman of GCMMF.

ACHIEVEMENTS

Amul: Asia’s largest dairy co-operative was created was back in 1946 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:
 First step motivated and autonomous farmers organization comprising of more
than 5000000 marginal milk producers of Kaira District.
 Created Dairy co-operative at village level functioning with milk collection center
owned by them.
 Computerized milk collection system with electronic scale and computerized
accounting system.
 The first and only organization in world to get ISO 9000 standard for its farmers’
co-operative.
 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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 AWARDS
 Amul a co-operative society and its co-operation has led many different
awards in its favour.Magsaysay award for community leadership presented
in manila, Philippines to Shri Tribhuvandas Patel, Shri D N Khurody and Shri
V. Kurien 1964: “Padmabhusan” award given to Shri T.K. Patel

 1965: “Padmshri awarded was given to V. Kurien, general manager, by the
president of India
 1987: “Best Productivity” awarded by national productivity council for the
year 1985-86 awarded to Amul dairy.

 1988: “Best Productivity” awarded for the second successive year 1986-87 by
the president of India, Mr. R. Venkatrao to kaira union.

 1993: “ICA” Memenoto towards genuine and self - sustaining cooperative
worldwide ICA regional office for Asia and pacific, New Delhi, 1996.

 1999: G.B.Birla award.
 Moreover, the Amul union has achieved the prestigious ISO
9001-2000 and HACCP Certificate and effects are got to obtain
ISO 14000.

Products of Amul
1. Bread Spread
 Amul Butter
 AmulLite Low Fat Bread spread
 Amul Cooking Butter

2. 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)

11
3. Mithaee Range(Ethnic sweets)
 Amul Shrikhand
 Amul Amarkhand
 Amul Mithaee Gulabjamun
 Amul Mithaee Kulfi Mix
 Avsari Ladoos

4. UTH Milk Range

 Amul Shakti 3% fat Milk
 Amul Taaza 1.5% fat Milk
 Amul Gold 4.5% fat Milk
 AmulLite Slim-n-Trim Milk 0% fat Milk
 Amul Shakti Toned Milk
 Amul Fresh Cream

5. Amul Ice creams

 Royal Treat Range (Butterscotch, Rajbhog, Malaikulfi)
 Nut-o-Mania Range (Kaju Draksh, Kesar Pista Royale, Fruit Bonanza
,Roasted Almonds)
 Nature’s Treat (Alphanso Mango, Fresh Litchi, ShahiAnjir, Fresh
Strawberry, Black Currant, Santra Mantra, Fresh Pineapple)
 Utterly Delicious (Vanilla, Strawberry, Chocolate, Choco chips, Cake
Magic)

6. Amul Chocolate
 Amul Milk Chocolate
 Amul Fruit & Nut Chocolate

7. Brown Beverage
 Nutreamul Malted Milk Food.

8. Milk Drinks
 Amul Kool Flavoured Milk (Mango, Strawberry, Saffon, Cardamom, Rose,
Chocolate)
 Amul Kool Café
 Amul Kool Milk Shake (Mango, strawberry, Badam, Banana)
12
 About the Product (Amul Shakti)

Product Details
Product Name Amul Shakti

Description Pasteurized Amul Milk meets the FSSAI

standards for the respective milk type.

Packing Poly Pack 500ml, 1Liter, 2Liter, 6 Liter

Product Specification
Composition FAT (%) 4.5
SNF (%) 8.5

Nutritional Information Serving Size- 200ml

Amount Per- 100g
Energy, kcal- 7.3
Total Fat, g – 4.5
Total Carbohydrate, g- 4.7
Protein, g- 3.1
Calcium, mg-102
(Approx Values)

Shelf Life 48 Hours from the date of packing if keep

under the refrigerator below 8 degrees

Product Features
 Amul Milk is the most hygienic liquid milk available in the market.
 It is pasteurized in state of the art processing plants and pouch-packed to make it
conveniently available to customers.

13
 Amul – Business Model

Everyday Amul collects around 7.6 Million Liters of milk from 2.6 Million farmers, converts
the milk into brand, packed product and dilever goods to over 5,00,000 retail outlets
across the country.
Channel for Amul products
“AMUL BRAND” is known for the proper Working Strategy & Distribution Channel for all
its products, starting from milk producers to the end consumers. As it is known for the
varied range of products the distribution channel is properly maintained in such a manner
that the end user comes up with satisfactory smile after trusting and using “AMUL
BRAND”.

14
TOP COMPETITORS OF AMUL MILK IN KOLKATA

Amul is a well-known brand with a wide product range in FMCG giving a tough
competition to its competitors.
The following are the major competitor in its milk range:

ITC: ITC Limited has expanded its fresh dairy portfolio with the launch of pouch milk in
toned and double-toned variants and dahi (curd) in Kolkata under the brand name
Aashirvaad Svasti. Keeping in mind the consumer preferences, the pouch milk is
pasteurized using a unique Taste-Up process that makes the milk consistently richer,
thicker and tastier.
Toned milk is available in 500ml packs priced at Rs 21 and one-liter packs priced at Rs
41; Double Toned milk is available in 500ml packs priced at Rs 18 and 240ml packs
priced at Rs 10.

15
RED COW:
Red Cow Dairy is now a renowned cow milk supplier in India, who has carved a niche
for themselves in the industry by supplying only fresh cow milk. There are few types of
milk supplied by Red Cow are:

 Regular Milk
 Gold Milk
 Premium Milk
 Creamy Delight Milk
 Full Cream Milk

MOTHER DAIRY:

Mother Dairy sells milk and milk products at a national level through its sales and
distribution networks for marketing food items.

Mother Dairy sources significant part of its requirement of liquid milk from dairy
cooperatives. It is Mother Dairy’s constant endeavor to ensure that milk producers and
farmers regularly and continually receive market prices by offering quality milk, milk
products and other food products to consumers at competitive prices and uphold
institutional structures that empower milk producers and farmers through processes that
are equitable.

16
PROBLEM STATEMENT
The problem statement in the promotion of AMUL Shakti in Kolkata is that people were
not aware about the product and they just preferred to buy other brand of Amul.
As they are loyal customers of Amul but they just use to buy Amul Taaza, Amul Gold,
Amul Slim and Trim.
Therefore awareness was the main problem caused in the promotion of the product.
The project is an attempt to understand Amul retailers in Kolkata, customers and also the
reason behind low sales of milk of Amul Shakti in Kolkata. Despite of so many
promotional activities, the sale has fallen down incredibly due to its competitors and other
reasons. In order to maintain and improve the position of the company in the mind of the
consumers, it needs to solve the grievances of the distributor and the retailers to
encourage them for more sales and also convince customers to purchase the product.
The report submitted by me will assist the company to take right decision to increase the
turnover and market share.

OBJECTIVES OF THE PROJECT

PRIMARY OBJECTIVES:
1. An audit on standard operation procedures at Amul Retail Store.
2. To improve existing retail network of Amul product.
3. To understand the problem faced by Retailer/holder pertaining to selling
& storage of Amul products.
4. To evaluate customer response toward Amul Retail Stores.

SECONDARY OBJECTIVES:
1. To create consumer awareness about Amul.
2. To increase the sales of fresh products like AmulTaaza, Amul Lassi.
3. To increase the sales of Amul paneer.
4. Impact of Visy Coolers on sales.

SCOPE OF THE STUDY:

1. The study includes Dairy Retail store observation and audit.
2. Understanding the distribution channel of Amul products.
17
3. The study will help in enhancing distribution channel of Amul Products.
4.The study not only gives idea about what problems are faced by distributors in
distributing Amul products but will also help in identifying solution for problems
faced by distributors and retailers.

SCOPE AND LIMITATIONS OF THE STUDY

SCOPE OF THE STUDY:
1. The study includes Dairy Retail store observation and audit.
2. Understanding the distribution channel of Amul products.
3. The study will help in enhancing distribution channel of Amul Products.
4. The study not only gives idea about what problems are faced by distributors
in distributing Amul products but will also help in identifying solution for
problems faced by distributors and retailers.
5. The study helps in increasing number of retailers of Amul products.
6. The study will help in restructuring margin policy for retail distributors.
7. The study will help in supplying required products and services to retail
distributor’s untimely manner.
8. This study also will also help to improve the market share of Amul in
the Dairy market.

Limitations of the study

 The study was conducted in some area of Ekbalpur which is a limited area
of the study may affect the conclusion.
 It might also be so that some respondents were motived enough to
respond although full attempt was made to keep it as unbiased as
possible.
 There was no provisions of visiting cards for the summer trainee which
hinder communication at times.
 The duration of project was short, so the scope of more in-depth evaluation
was not possible.

18
 LITERTURE REVIEW

This project is based on the survey, which was done in the kolkata city. The main
objective of the survey is to compare Amul Shakti, to study consumer satisfaction and
Market Potential of Amul Shakti. Report contains a brief introduction of Amul Shakti.
This report clearly mentions objective of the study and the research methodology
utilized in collection of the primary data. The data collection method used is
questionnaire in which the types of questions used are close ended.

According to Westbrook and Reilly (1983) , customer satisfaction is “an emotional

response to the experiences provided by, associated with particular products or
services purchased, retail outlets, or even molar patterns of behaviour such as
shopping and buyer behaviour, as well as the overall market place”.

Various sets of questionnaire have been prepared to know the preferences of

consumer s about the Kinley .The research areas kolkata city. This project reveals
one of the important findings like more and more displays of the window hiring and
can be given to the retail outlets.

unpredictable and changing continuously changing; while trying to under try to understand
how individual or group make their decision to spend their available resources on
consumption related items. These are factors that influence the consumer before, during,
and after a purchase (Schiffiman and Kanuk, 1997), for example, feedback, from other
customers, packing, advertising, product appearance, and price (Peter & Olsonetc,
2005).

19
 RESEARCH FRAMEWORK

As a part of the Summer Internship Program we have been assigned to visit different
retail outlets in an assigned area to understand the sale of Amul Shakti and increase the
sale of the same product.

Research Methodology

Objectives:
 To predict and explore the customer demands in terms of Price, Quality and
Services.
 To find out the reasons why customer prefer other Amul milk product and not
Amul Shakti

Problem definition: What are the various aspects in which Amul is lacking behind
in increasing the turnover of the Amul Shakti?

Research methodology:
This Exploratory research has been conducted through primary data. The data will be
qualitative as well as quantitative. The data has been collected through personal
interview, door to door visit and telephonic interview.

Research design:
 Geographical location: The geographical location taken for the purpose of data
collection and the research in Kolkata (Ekbalpur).

Sample size: The sample size for collecting primary data 26 respondents. The
sampling will be done through Random Technique.

20
 ANALYSIS AND INTERPRETATION

Study of Retailers
During the interview most of the retailers were satisfied by their sales considering the
location and competition in the market, however few who were not, considered
decreasing quality and location of their both as a reason of loss of sales apart from
competition with other brands.
Competition from other brands is one of the most contributing factors in decreasing the
market share. The local brands like Red Cow and brands like ITC and other Amul milk
products give high margin to the retailers as compared to Amul Shakti. Another reason
for less or decreasing market share of Amul Shakti is that people are not aware about
the product and its features or specifications.

In my 2 months internship we have conducted a survey of retailers in assigned area in

order to know the sales and purchase pattern of the consumers. And after the survey
we did promotion of Amul Shakti in that assigned area.

SURVEY

S. RETAILER ADDRESS MOBILE MILK VARIANT SHAKTI SELLING SELL

N NAME NO. ORDER AMUL ING
O PANEER AMU
L
SHAK RICH RED ITC
SMA
TI COW
LL
PAC
K
1. Shambhulal Ekbalpur 9163839     12 ltr No 10
Shaw 266 Pcs
2 Sujit Das Dr. S.B. 9831367     No YES No
Road 308
3 Bhagwasn Dr. S.B. 9748493     4 ltr YES 12
Das Road 238
4 Nadim Dr. S.B. 9903773     No YES NO
(United Road 347
stores)

21
5 Md. Abu Dent 9748529     24ltr YES 5Pcs
Nasal Mission 957
Road
6 Zafar (Zafar Dent 8910618     5 ltr YES 15
Stores) Mission 858 Pcs
Road
7 Shankar Dent 9875484     24 ltr No 10
Stores Mission 516 Pcs
Road
8 Rajendra Ekbalpur NIL     5 ltr No 10
(Rajendra Pcs
Singh)
9 Md. Farid Pipe Road NIL     No No No

10 Vikram Dr. S.B. NIL     2 ltr No No

Road
11 Shamshad Dr. S.B. NIL     3 ltr YES No
Road
Begum NIL     No No No
12
13 Sajid Sudhir 9674247     5 ltr No 7 Pcs
Basu Road 790
14 Jishan Ibrahim 9007565     10 ltr NO 8 Pcs
Road 132

15 Hussain NIL     No NO No

16 Sikander Ibrahim NIL     No NO 12

Road Pcs

17 Alam NIL     No NO No

18 Bhola Ekbalpur NIL     12 ltr NO 10

Pcs

19 Pradip Ekbalpur NIL     6 ltr NO No

20 Prince Ekbalpur NIL     No NO No

22
21 Suraj Ekbalpur NIL     No NO No

22 Anupama Ekbalpur NIL     No NO No

23 Ashok Dr. S.B. 7003793     No NO No

Kumar Road 257
Gupta
24 Pintu Shaw Dr. S.B. 8582839     3 ltr NO 10
Road 157 Pcs
25 Ram Baran Dr. S.B. 9881428     3 ltr NO 10
Shaw Road 465 Pcs
26 Ram Singh Dr. S.B. 8274833     2 ltr NO 10
Road 676 Pcs

INTERPRETATION:
For Ekbalpur Areas
COMPLAINTS:
1. No Amul boards by several retailers.
2. Vendors need Amul Caps, Teeshirt and Umbrellas.
3. Can’t order Paneer because no availability of fridge and no demand in some areas.
4. Retailers complain about late distribution.
OBSERVATIONS:
1. Taaza and Slim has maximum sales
2. Consumers demand for Taaza more.
3. Less sales of Paneer and Lassi because of no fridge and less demand.
4. In some markets Red cow sells more.
5. Amul have a high chance of penetrating the market over its competitors by providing
boards and faster distribution.
SUGGESTIONS:

Board and Amul Wall paint in every retailer so the consumers know about the retailer
selling amul products and the company should focus more on promotional of the
product like Amul Shakti.

23
The second leader in Milk supply from that area is Mother Dairy followed by Red Cow.

For S B Road Area

COMPLAINTS:
1. No Amul boards by several retailers.
2. Retailers complain about late distribution.
OBSERVATIONS:
1. Taaza and Slim has maximum sales
2. Consumers demand for Taaza more.
4. In some shops Red cow sells more.
5. Amul have a high chance of penetrating the market over its competitors by providing
boards and faster distribution.
SUGGESTIONS:
1. Board and Amul Wall paint in every retailer so the consumers know about the retailer
selling amul products and should focus more on promotion of Amul Shakti.
The second leader in Milk supply from that area is Metro followed by Red Cow.

For Ibrahim Road and Dent Mission Road Area

COMPLAINTS:
1. No Amul boards by several retailers.
2. Retailers complain about late distribution.
OBSERVATIONS:
1. Taaza and Slim has maximum sales
2. Consumers demand for Taaza more.
4. In some shops Red cow sells more.
5. Amul have a high chance of penetrating the market over it’s competitors by providing
boards and faster distribution.

SUGGESTIONS:
1. Board and Amul Wall paint in every retailer so the consumers know about the retailer
selling amul products.
The second leader in Milk supply from that area is Metro followed by Red Cow.

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SALES PROMOTION
One day sales promotion activity has happened, it was basically supposed to be a
umbrella/kiosk campaign, since neither of it was available so I had to take a bag in which 10
Amul Shakti was given to a point in Ghola where I could find a maximum number of
consumers to sell it and making them aware of its importance.

It wasn’t as easy as I thought it to be, literally were trying out different techniques to reach
out to as many people as possible but was getting rejected from most of all. Initially it took
me time to sell the 1st one, since people were skeptical of take, then I had to skillfully pursue
them to buy it. And in no more than 3hours I sold it all.
It was kind an odd but wonderful experience. Learned a lot from it in how to convince the
consumer which is the hardest part to do because they look at you at a suspicious way and
you have to skillfully convince them and serve your purpose.

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 OBSERVATIONS AND FINDINGS

 It is found that majority of the Areas I visited and surveyed prefers AMUL
products over any other competitor products except in certain areas that is only
due to the untimely delivery of amul products and also sometimes due to sudden
change in distributors.

 Income of the people doesn’t have correlation with consumption of milk.

 The major reason of buying milk is tea/coffee followed by drink milk.

 Amul Dahi and Mother Dairy Dahi both are equally preferred by consumers and
other brands are not popular.
 Maximum retailers keep amul mainly because of brand value and huge customer
demand.
 Maximum people consume loose paneer than amul paneer, so the demand in
paneer is less in comparison to its other product variants.

 The main problem retailers are facing is leakage and profit margin.

 Metro and Red Cow provides better facilities to retailers in terms of wall paint,
banners, profit margins, etc.
 Because of less profit margin than other competitors, few retailers don’t keep
Amul’s fresh products.

 In case of damage of a fresh product of Amul, it can be altered while in the time
of distribution otherwise it counts as a loss to the retailers.
 The biggest competitor in the market after AMUL is Mother Dairy and Metro.

 There are emerging players in the market as well – Red Cow, Haringhata milk.

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 CONCLUSION

From the survey conducted it is observed that most of the respondents are preferred
Amul dairy products. 60% of the respondent purchase Amul milk & only 40% of the
respondent said that they consume competitor dairy product. Major competitor of the
Amul dairy products are Mother Dairy, Metro, Haringhata, Red Cow. It is concluded that,
out of those who are consuming Amul dairy products, majority are satisfied with the
products because of its Brand image, good quality & taste. Due to inefficient supply
between the distributor and the retailers, it has garnered a major dissatisfaction among
the retailers in some areas forcing them to switch to the competing brand and the
customer with no other choice has to buy it. Major percentage of people consider taste
and brand image as the main factor. Therefore, we have placed five major brands in the
perceptual map of the customer and mind of the customer from the perceptual map
shows Amul has been placed high in the order with reason being high quality and
excellent taste. Where premium priceis equal to high quality and the customer has
acknowledged that it also has excellent taste.

This is how Amul has emerged as a top brand in terms of dairy products over its
competitors.

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RECOMMENDATION

 Amul has a relatively good distribution network, but still company is not able to
fulfil 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.

 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.

 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.

 Discount is also an important factor of stocking decision for retailers. So, company
should give discount to all retailers for influencing the stocking.

 Company should also give the replacement offer to those outlets which is
running with small business.

LIMITATIONS AND SCOPE FOR FURTHER STUDIES

 The perception level of the respondents. The responses given by the
respondents were not always accurate because the respondents gave
the response according to their understanding.
 Availability of documents as per secondary data.
 Respondents don’t express their true feeling, as a result of
which their habit, preference and needs are not accessed
properly.
 Some respondents refuse to give the important information best known to them.
 Time was the limiting factor for the study.
 Cost and coverage of the survey area.

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 REFERANCES AND BIBLIOGRAPHY

 https://www.scribd.com/doc/105811111/Amul-Company-Profile
 http://www.acrwebsite.org/search/view-conference-proceedings.aspx?Id=6120
 https://amul.com/products/amul-shakthi-info.php

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