(Submitted for the degree of B.

Com Honours in Accounting &

Finance/Marketing under the University of Kalyani)

Title of the Project

A Project on MARKEITING ANALYSING OF FROOTI

:SUBMITTED BY:
Name of the Candidate :- SUBHAM HALDER

Registration No. :-

Roll No. :-

Name of The Collage :- Kanchrapara Collage

Collage Roll No. :-

:SUPERVISED BY:
Name of the Supervisor :- MOUMITA ROY

Name of the Collage :- Kanchrapara Collage

Year of Submission :- 2018 – 2019

1
 ACKNOWLEDGEMENT
The success and final outcome of the project required a lot of
guidance and assistance from many people and I am extremely
privileged have got this all along the completion of my project. I take
this opportunity to thank all persons without whose constant
guidance, support and help this project would not have been
completed.

I would like to express my special acknowledgement gratitude to my

Supervisor Moumita Roy, Who gave me the golden opportunity
to do this wonderful project on the topic “Marketing Strategy of
Amul” which helped me in doing a lot research and I came to know
about so many new things. Without whose support and guidance this
project would not have been possible. I am likely thankful to her.

I acknowledge my parents and guardians without whose constant

support and guidance the competition of the project would not have
been a success. I would also thank my friends who help a lot in
finalizing this project within the limited time frame.

Place- Name of the Student-

Date- Registration No-
Roll No.-
2
 STUDENT’S DECLARATION

I hereby declare that the project work with the title “A Project on
Marketing Strategy of Amul”, submitted by me for the partial
fulfilment of the degree of B.Com. honours in Accounting and
Finance under the University of Kalyani is my original work and has
not been submitted earlier to any other University / Institution for the
fulfilment of the requirement for any course of study.
I also declare that no chapter of this manuscript in whole or a part
has been incorporated in this report from any earlier work done by
others or by me. However, extracts of any literature which has
been used for this report has been duly acknowledged providing
details of such literature in the references.

Place- Signature-

Date- Name – Subham Halder

Registration No.

Roll No.

3
 SUPERVISOR’S CERTIFICATE

This is to certify that Subham Halder a student of B.Com.

Honours in Accounting & Finance of Kanchrapara College under
the University of Kalyani has worked under my supervision and
guidance for his project work and prepared a project report with the
title “A Project on Marketing Strategy of Amul”, which he is
submitting, is genuine and original work to the best of my
knowledge.

Place: - Signature-.................................
Date: - Full Name: - Moumita Roy

4
 INDEX
Page No.
 Objectives of the project 06

 Introduction of the Topic 07

 Company profile of Amul 08-09

 Amul and co-operation 09-10

 GCMMF 11-12

 PEST Analysis Amul 13

 4P’s of marketing 14-19

 Comparison between chocolate companies 20-28

 Conclusion 29

5
 OBJECTIVES OF THE PROJECT

The main objective of the study on this project is to demonstrate the

marketing strategies of Amul India Ltd. And to arrive at my findings,
I have done PEST analyses.

And also 4P’s of Marketing:-

 Product
 Price
 Physical Distribution
 Promotion

6
 INTRODUCTION TO THE TOPIC

The topic “To study about Strategy and Market Share of Amul
chocolates” highlights on the market share of Amul Chocolates Pune
city in comparison to existing player in the Milk chocolate Market.

The market share can be found with the help of retailers. As the
competitors are concerned there are only two of them i.e. Cadbury and
Nestle.

The study is also concerned to find out the various reasons due to
which the retailers do not prefer to sell Amul Chocolates. Moreover the
study also helps in knowing the best medium for creating the awareness
about the Amul Chocolates.

To know the Market share and problems faced by retailers is very

important for every organization for their promotion, expansion and
development.

7
 COMPANY PROFILE

1. Formed in 1946, Amul has initiated the Dairy Cooperative

movement in India and formed an Apex Cooperative
Organization, Gujarat Co-operative Milk Marketing Federation
Ltd.(GCMMF), jointly owned by some 2.1 million milk producers
in Gujarat, India. Its products, including milk powders, liquid milk,
butter, ghee, cheese, chocolate, ice creem and pizza are widely used
throughout India and abroad and have made Amul the largest food
brand in India today with an annual turnover of some Rs.29
Billion ($US 616 million) per annum.

2. The primary goal of Dr. V. Kurien, Chairman, GCMMF, has been

to build a strong Indian society economically through an
innovative cooperative network, to provide quality service
and products to end- consumers and good returns to the farmer
members. Dr. Kurien states, “We have traversed a path that few
have dared to. We are continuing on a path that still fewer have
the courage to follow. We must pursue a path that even fewer can
dream to pursue. Yet, we must. We hold on trust the aims and
aspirations o millions of our countrymen”.

3. Information Technology has played a significant role in

developing the Amul brand. The logistics behind co-ordinating the
collection of some 6 million litres of milk per day from 10,755
separate Village Cooperative Societies throughout Gujarat and
then storing, process ingand producing milk products at the

8
 Respective 12 District Dairy Unions are awesome. The installation
of 3000 Automatic Milk Collection System Units (AMCUS) at
Village Societies to capture member information, milk fat content,
and volume collected and amount payable to each member has
proved invaluable in ensuring fairness and transparency
throughout the whole Amul organization.

4. In 1996 Amul was one of the first major organizations in India to

have a website and this has been used both to develop an intranet
of Amul distributors as well as a cyber-store for consumers, one of
the first examples of e-commerce activity in India.

AMUL AND CO-OPERATION

The CEO, Mr. B M V yas, said that. “Amul is not a food company; it is
an IT company in the food business”. In saying this he was recognizing
that the most efficient way of building links between milk producers
and consumers so as to provide the best returns for the both is through
IT innovation.

Thus is why Amul has embraced the ideas behind coop with such
enthusiasm. Not only will the TLD enable consumers in India to
recognize an established brand they can trust online, it will enable
Amul to begin trading competitively throughout the world, reaching
markets, which have hitherto been inaccessible.

9
The CIO, Mr. Subbarao Hegde said, “Information Technology is the
most effective tool we have in communicating with our members and
the millions of consumers who purchase Amul products throughout
India every day. Coop not only reflects the cooperative values which
shape our own organization democratically dynamic, it will also give
us a vital business advantage as we seek to develop the Amul brand
throughout the world.”

AMUL means “pariceless” in Sanskrit. The brand name “Amul,” from

the Sanskrit “Amoolya,” was suggested by a quality control expert in
Anand. Variants, all meaning “priceless,” are found in several Indian
languages. Amul products have been in use in millions of home since
1946. Amul Butter, Amul Milk Powder, Amul Ghee, Amul spray,
Amul Cheese, Amul Chocolates, Amul Shrikhand, Amul Ice cream,
Nutramaul, Amul Milk and Amulya have made Amul a leading food
brand in India. (Turnover: Rs. 29 billion in 2004). Today Amul is a
symbol of many things. Of high-quality products sold at reasonable
prices.

10
 GUJARAT CO-OPERATIVE MILK MARKETING
FEDERATION (GCMMF)

An Overview:-
Gujarat Cooperative Milk Marketing Federation
(GCMMF) is India’s largest food products marketing organization. It is
state level apex body of milk cooperative 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.

Members: 12 district cooperative milk producers Union

No. Of Producers Member 2.36 million
No. Of Village Societies 11,333
Total Milk handling capacity 6.9 million litters per day
Milk collection (Total--2002-03) 1.86 billion litters
Milk collection Daily Average (2003-04) 4.97 million litters
Milk Drying Capacity 511 metric Tons per day
Cattle feed Manufacturing 2340 Mats per day

11
Capacity :

Sales Turnover Rs. (million) US $ (in millions)

1994-95 11140 355

1995-96 13790 400

1996-97 15540 450
1997-98 18840 455
1998-99 22192 493

1999-00 22185 493

2000-01 22588 500
2001-02 23365 500

2002-03 27457 575

2003-04 28941 616

2005-06 37736 850

2006-07 42778 1050
2007-08 52448 1325

2008-09 67113 1504

12
 PEST ANALYSIS OF AMUL

P-) Since the budget range is decontrolled, no political effects are

envisaged.

E- 1) Increasing per capita income resulting in higher disposable

income.
2) Growing middle class/urban population - increase in demand.
3) Low cost of production - better penetration.

S- 1) Per capita consumption expected to increase -fashion.

2) Increasing gifts culture - increase in demand.
3) Lower cholesterol than “Mithais” (sweet meat) - substitute
demand.

T -) Will have to reinforce technology to international levels once India

is a “free” economy.

13
 4 P’S OF MARKETING
PRODUCT:-

Satisfaction suffices. But delight dazzles the average company will

compete for customer by conforming to her expectation consistently.
But the winner will surpass them by constantly exceeding her
expectation, delivering to her door step additional benefits which she
would never have imagined possible. Cadbury’s offer such product.
The wide variety products offered by the company include:
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 (Mozarella) Cheese
 Amul Shredded Pizza Cheese
 Amul Emmental Cheese
 Amul Gouda Cheese
 Amul Malai Paneer (cottage cheese) Frozen and Tinned
 Utterly Delicious Pizza

Mithaee Range (Ethnic Sweets):

 Amul Shrikhand (Mango, Saffron, Almond Pistachio, Cardamom)
 Amul Amrakhand

 Amul Mithaee Gulabjamuns

14
  Amul Mithae Gulabjamun Mix
 Amul Mithaee Kulfi Mix

UHT Milk Range:

 AmulTaaza 3% fat Milk
 Amul Gold 4.5% fat Milk
 Amul Slim-n-Trim 0% fat Mil
 AmulTaaza 3% fat Milk
 Amul Gold 4.5% fat Milk
 Amul Chocolate Milk
 Amul Fresh Cream
 Amul Snowcap Softy Mix
 AmulTaaza Double Toned Milk

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)
 Amul spray 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

15
Fresh Milk:
 Amul Taaza Toned Milk 3% fat
 Amul Gold Full Cream Milk 6% fat
 Amul Shakti Standardised Milk 3% fat
 Amul Smart Double Toned Milk 1.5% fat

Curd Products:
 Amul MastiDahi (fresh curd)
 Amul Butter Milk, Amul Lassee

Amul lcecreams:
 Royal Treat Range (Rajbhog, Cappuccino, Chocohips,
Butterscotch, Tutti Frutti)
 Nut-o-Mania Range (Kaju Drakshi, Kesar Pista, Roasted
Almond, Kerar Carival,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 Icecream (Cheese with Almonds, Dates with Honey)
 Milk Bars (Chocobar, Mango Dolly, Raspberry Dolly, Shahi
Badam Kulfi,ShahiPistaKulfi, Mawa Malai Kulfi, Green Pista
Kulfi)
 Cool Candies (Orange, Mango)
 Cassatta
 Tricone (Butterscotch, Chocolate)
 Megabite Almond Cone
 Frostik - 3 layer chocolate Bar
 Fundoo Range - exclusively for kids
 Slim Scoop Fat Free Frozen Dessert (Vanilla, Banana, Mango,
Pineapple)
 Health: Isabcool

16
Chocolate & Confectionery:
 Amul Milk Chocolate
 Amul Almondbar
 Amul Fundoo
 Amul Chocozoo
 Amul Bindaaz
 Amul Fruit & Nut Chocolate

Brown Beverage:
 Nutramul Malted Milk Food

Milk Drink:
 Amul Shakti Flavoured Milk
Ready to Serve Soups:
 Masti Hot & Sour Soup

PRICING:-
Second P of marketing is not another name for blindly lowering prices
and relying on this strategy alone to increase sales dramatically. The
strategy used by Cadbury’s is for matching the value that customer
pays to buy the product with the expectation they have about what
the production is worth to them.

 AMUL has launched various products which cater to all customer

segments. So every customer segment has different price
17
 expectation from the product. Therefore maximizing the returns
involves identifying right price level for each segment, and
then progressively moving through them.
In milk chocolate Amul has the following brands:

Price
Name of chocolate Weight
(Rs.)

Amul Milk chocolate 35g 10

Amul Fundoo 30g 10
Amul Fundoo 15g 5
Amul Fruit Nut 35g 15
Amul Bindaaz 30g 10
Amul Almondbar 35g 10
Amul Chocozoo 500g(Tub) 138

All the chocolates are made up of:

Milk Fat - (2%)

Sugar - (55%)
Cocoa Solids - (7.5%)
Solid Milk - (20%)

18
Physical Distribution -“Place”

In a product and price parity situation, the brand that sells more is the
one that reaches the highest number of customers. India - 1billion
people, 155 million household has over 4 million retail outlets in 5351
urban markets and 552725 villages, spread cross 3.28 million sq.

Promotion
If an advertisement is to communicate effectively, the receiver must at
least half want it to, and be prepared to take step toward the sender.
Effective advertising is rarely hectoring or loudly explicit...... It often
both attracts and generates arm feelings. More often than not, a
successful campaign has a stronger element of the unexpected a quality
that good advertising shares with much worthwhile literature.
To penetrate into the inner recesses of her memory, communication
must first ensure exposure, grab her attention evoke her
comprehension, grab her acceptance and then extract retention
competing with thousands of other units of communication trying to do
the same.

19
 COMPARISION BETWEEN CHOCOLATE COMPANIES

1) Name of Chocolate Companies and their penetration in market-

The table below deals in finding the numbers of retailers that sells
different company chocolates and their penetration in markets.
Table 1.1
Chocolate companies and their penetration

Name of company No of Shops

Amul 20

Cadbury 149

Nestly 148

Other 18

Graph 1.1
Chocolate companies and their penetration

200 .
150

100
.
50

0
Amul Cadbury Nestle Others

20
The graph 1.1 shows the number of retailers selling different company
chocolates. There are only 20 retailers i.e. 13.33% who deal in Amul
chocolates. The percentage is very less compared to Cadbury and
Nestle.

2) Market Share

The table below deals in finding the Market Share of Amul

Chocolates and other companies chocolate.
Table 2.1
Market

Total Sale Market Share

Name of company
(Per Month) (%)
Amul Rs. 3130 00.84%
Cadbury Rs. 239750 64.5%
Nestle Rs. 125940 33.9%
Others Rs. 2500 00.67%
Total Rs. 371320 100%

Graph 2.1
Market Share

.
1%
Amul
34%
Cadbury
64%
Others
1% Nestle

21
The graph 2.1 shows the market share of different company chocolates
in terms of rupees. From the graph we can say that the market share of
Amul chocolates is only 1%, which is very less, compared to other
companies. Cadbury has the maximum share of 64.5%.

3) a) Brands of Amul Chocolates sold on Amul Chocolate Outlet.

The table below helps in finding the different brands of Amul

Chocolates that is available on Amul Chocolate Outlet. A shop that
sells even one Amul Chocolate is an Amul Chocolate Outlet .
Table 3.1
Brand of Amul Chocolates & their selling percentage

Name of Chocolate No. Of Amul chocolate Outlet

A. Amul Milk chocolate 8
B. Amul Fundoo 4
C. Amul Fruit n Nut 11
D. Amul Bindaaz 4
E. Amul Almondbar 16
F. Amul Chocozoo 6
G. Amul Rejoice 0
H. All Chocolatates 0

Brand of Amul Chocolates & their selling percentage

Graph 3.1
.
20

15

10
.
5

0
A B C D E F G H

22
The Graph 3.1 above shows that Amul Almond Bar is sold at most of
the Amul Chocolate outletfollowed by Amul fruit n Nut &Amul Milk
Chocolate. There is not a single outlet that sellsRejoice.

3) b) Ordering Pattern
The table bellow deals in finding the ordering pattern for Amul Chocolate

Table 3.2
Ordering Pattern
Option No. Of Retailers

Daily 0
Weekly 0
Monthly 20

Graph 3.2
Ordering Pattern

.
25
20
20
15
10 .

5
0 0
0
Daily Weekly Monthly

The graph 3.2 shows the ordering pattern followed by Amul Chocolate
outlets. It is seen that almost all of them order once in a month since
their demand is very less.
23
4) Financial Support for promotion
The table below deals in knowing whether the company provides
any financial support for promotion to Amul chocolate outlets.

Table 4.1
Financial Support for Promotion

Option No. Of Retailers

Yes 0

No 20

Graph 4.1
Financial Support for Promotion

.
.

20

Yes No

The graph 4.1 shows the financial support for promotion. From the
graph we can say that according to the retailers the company does not
provide any financial support for promotion.

24
5) Reasons for Not Selling Of Amul Chocolates
The table below deals in finding the reasons for retailers due to
which they do not sell Amul Chocolates.
Table 5.1
Reasons for Not Selling of Amul Chocolates
Reasons No. Of Retailers

A Distribution & Service problem 108

B Low demand 73
C Low Margin 98
D Replacement Problem 45
E No Refrigerator 21
F Not Interested 15

Graph 5.1
Reasons for Not Selling of Amul Chocolates

.
.

108 98
73
45
21 15

A B C D E F

The graph 5.1 shows the various reasons due to which the retailers do
not sell Amul chocolates. From the graph we can say that Distribution
& Service problems and Low Margin are the major reasons followed
by Low demand and Replacement problem because of which the
retailers do not want to sell Amul chocolates.

25
6) Reasons for Preference in selling other company chocolates
The table below deals with finding the reasons due to which the
retailers prefer to sell other company chocolates and not Amul
chocolates.
Table 6.1
Reasons for Selling Other Company Chocolate
No. Of
Graph Reasons 6.1
Retailers
A Good Distribution and Service 97
B More Demand 105
C Higher Margin 73
D Better Replacement 23
E More Benefit 30

Reasons for Selling Other Company Chocolate

.
.

97 105
73

23 30

A B C D E

The graph 6.1 shows the reasons for which the retailers prefer to sell
other company chocolates. The major reasons are the More demand of
other company chocolates, Good service as well as Higher Margin.

26
7) The most attractive scheme
The table below deals with finding the most attractive scheme
according to the retailers.
Table 7.1
The most Attractive Scheme
No. Of
Different Schemes
Retailers
Incentive Scheme 34
Free Pack on Large Purchase 40
Increase Profit Margin 79
Lucky Draw 25

Graph 7.1
The most Attractive Scheme

80
70
60
50
40 .
30
20
10
0
Incentive Free Pack on Increase Profit Lucky Draw
Scheme Large Purchase Margin

The graph 7.1 shows show the Different Schemes for attracting the
retailers for selling Amul Chocolates. Mostly the retailers are attracted
towards increased Profit Margin followed by Free Pack on large
purchase.
27
8) Mediums for Creating Awareness
The table below deals in finding the most appropriate medium for
creating awareness.
Table 8.1
The Effective Medium

Option No. Of Shops

More TV / News Paper
150
Advertisement
Banners 62
Gift Coupons 48
Graph 8.1
The Effective Medium

150

100

50

0
More TV / News Banners Gift Coupons
Paper
Advertisement

The graph 8.1 shows the different effective mediums for creating
awareness about the Amul chocolates. According to all of the retailers,
the most effective medium is TV and Newspaper advertisement.

28
 CONCLUSION
As we know that Amul is very big organization and market leader in dairy
products. It has maximum market share in Milk, Butter and Cheese, which are
its main/core products. As we know Amul is a co-operative organization but
chocolate industry is a profitable industry we can’t ignore it. With the help of
research, company can find out its week points in chocolate product and can
increase its market share through rectify mistakes. People have believed in
Amul’s product and they will accept its chocolates 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 Chocolates like Chocozoo,
Bindaaz, and Fundoo.

 Quality is the dominating aspect which influences consumer to

purchase Amul product, but prompt availability of other chocolate
brands and aggressive promotional activities by others influences
the consumer towards them and also leads to increase sales.

 In comparison to Amul Chocolate, the other players such as

Cadbury, Nestle, are provide a better availability and give
competition to the hilt.

 People are mostly satisfied with the overall quality of Amul

Chocolate, but for the existence in the local market Amul must use
aggressive selling techniques.

29
30