SUMMER INTERNSHIP PROJECT REPORT

A STUDY ON CONSUMER PURCHASING BEHAVIOUR

TOWARDS AMUL FRESH MILK PRODUCT IN
BRAHMAPUR(ODISHA)

Submitted in Partial Fulfilment of the requirements for the

MASTER OF BUSINESS ADMINISTRATION
(MARKETING)
SUBMITTED TO

SRI SRI UNIVERSITY, CUTTACK 2023-25

UNDER THE GUIDANCE OF:

Corporate guide:
Mr. SUSHANT MISHRA- Branch manager GCMMF(Amul), Brahmapur
Mr. RAKESH SAMANTRAY -OIC, Jr Executive(sales)

Faculty Guide: SUBMITTED BY:

DR. PRABHURAM TRIPATHY AMIT KUMAR PANDA
(FACULTY OF MBA DEPARTMENT, SSU) FMS-MBA-2023-25-060

1
2
DECLARATION

I, Amit kumar panda, Roll no- FMA-MBA-2023-25-060, student of FMS-MBA of SRI SRI
UNIVERSITY, CUTTACK, hereby declare that the rights described in the project report

“A CONSUMER PURCHASING BEHAVIOUR TOWARDS AMUL FRESH MILK PRODUCT”.

To the best of my knowledge, I have completed this work and the material in the study
is legitimate. I also certify that the information in this project report has not been
submitted in whole or in part to any other university or institution in order to be
awarded any other degree. A project work undertaken by me at AMUL, Between June
and July in partial completion of the requirements for the Master of Business
Administration degree of SRI SRI UNIVERSITY, CUTTACK.

DATE- AMIT KUMAR PANDA

PLACE- FMS-MBA-MARKETING

SRI SRI UNIVERSITY,

CUTTACK

3
 PREFACE

The most important component of a marketing school is the summer internship, which
provides a practical introduction to corporate environments and serves as a bridge between
theory and practice in industry. I so count it a blessing that I was able to acquire training from
the prestigious Gujarat Cooperative milk marketing Federation (GCMMF) AMUL, under the
direction and assistance of several people with a variety of positions.

I would be very appreciative to read this project report if they point out any inaccuracies, but,
since I take full responsibility for any omissions.

SIGNATURE:

NAME: AMIT KUMAR PANDA

ROLL NO: FMS -MBA-2023-25-060

4
 ACKNOWLEDGMENT

Without the direction, assistance, and cooperation of several people, this endeavor
would not have been feasible. We would like to express our thanks to each and every
one of them for helping us in some manner to finish the project.

I would like to thank BRANCH MANAGER Mr. SUSHANT MISHRA,

OIC Mr. RAKESH SAMANTRAY and my academy teacher DR. PRABHURAM
TRIPATHY, whose valuable advice has enabled me to make improvements to the
project report and ensure its complete success. Her instructions and recommendations
have been a vital factor in the project's completion. Lastly, I would want to express my
profound thanks to my friends and institution for their guidance, assistance, and moral
support while I prepared my report.

5
 EXECUTIVE SUMMARY

The project report titled “A CONSUMER PURCHASING BEHAVIOUR TOWARDS

AMUL FRESH MILK PRODUCT”.

The Amul Retail Stores are the subject of important information drawn from this project
report. The way consumers see Amul products and the challenges that retailers encounter. It
provides details on the areas in which Amul needs to raise customer satisfaction levels and
the significance of retailers in the distribution of Amul products.

My project was completed with the help and guidance of BRANCH MANAGER
Mr. SUSHANT MISHRA, OIC Mr. RAKESH SAMANTRAY

The data gathered from a variety of primary and secondary sources (Market survey, corporate
website , of the firm, and numerous other sites) was analyzed and a conclusion was drawn.

6
 CONTENT

SL No. TOPIC PAGE NO.

1 Abstract 08

2 Chapter-1

Introduction 09-10

3 c’s Report 11-12

3 Chapter-2

OJT Details 13-14

4 Chapter-3

Company profile 15-27

Literature Review
5 Chapter-4

Objective Of Study 28

Scope Of Study 28

6 Chapter-5

Research Methodology 29-34

Methodology of survey
7 Chapter-6

36-37
Data Collection
Data Analysis 38-57
8 Chapter-7

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 Observation & finding 59-61
Suggestions 63
9 Chapter-8
Conclusion 65

10 CHAPTER-9
Annexure 67-71

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INTRODUCTION

India’s biggest food product market association is Gujarat Co-operative milk marketing
Federation (GCMMF), which is responce for maintaining the Amul brand. GCMMF offers a
broad product portfolio and generates more than Rs. 72,000 Cr in revenue annually. Today,
GCMMF serves customers across the nation with a unique focus on marketing and
distribution. The goal of the Gujarat state-level apex organization of milk cooperatives,
GCMMF, is to give farmers only returns on their investments while also addressing the needs
of clients by reasonably priced goods. These days, adults and children alike like ice cream.

9
In order to satisfy consumers and benefit milk farmers, Amul is dedicated to producing
healthy, safe, and high-quality meals. To do this, they will employ quality management
systems, cutting-edge technology, innovation, and eco-friendly business practises. The
primary drivers of the dairy industry's businesses are accessibility, frequency of service, cost,
flavor, and advertising. Availability is quite important.

Because the availability of a product determines one's purchasing power, distributors' and
retailers' services are crucial. Any firm whose primary source of revenue is retailing is
referred to as a retailer or retail shop.

Due to treaty competition in the market, companies like Gujrat Cooperative Milk
Marketing Federation Limited are conducting in depth research of every interval to
access the current strategy with future plans & requirements of markets. Hence under this
survey of GCMMF, we have tried best to give extrinsic depth of retailers and consumers
perception.

It helps to gather some in depth knowledge, promotional activity, Distribution

process, Presenting product under direct supervision of both internal & external guide
from the company upon Amul Fresh milk. The data has been analysed with genuine
summation of findings & suggestions out of the some experience gathered in the process
of survey & research for Amul Fresh Milk. The data analysis with relevant
methodologies may be considered as a valuable asset for the organization for its use in
future. Practical knowledge is very essential for study of marketing & needs some
experience in real work situation.

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About the Company:(3’c Report)
Gujarat co-operative Milk Marketing Federation limited (GCMMF) Amul stands for Anand
Milk Union Limited, a giant Indian dairy cooperative based in Anand, Gujarat. It's known for
its wide range of dairy products like milk, butter, cheese, and ice cream. Brief streamline of
Amul.

Structure: Unlike a regular company, Amul is a cooperative. This means it's owned and

controlled by millions of milk producers in Gujarat .

History: Founded in 1946, Amul played an essential role in India's "White Revolution,"

which made the country the world's largest milk producer .

Products: Amul offers a variety of dairy products under its brand name, known for its

pouched milk, but they also produce cheese, yogurt, butter, ghee, and even chocolates

[GCMMF: Amul - The Taste of India | Bread Spread Producers in India | Milk Chocolate

Milk Health Drinks Manufacturers of India | Powder Pasteurized Milk in India | Pure

Ghee Manufacturers | Pasteurized Butter Producer in India].

Success: Amul is considered a significant success story in India. It empowers dairy

farmers and provides affordable dairy products to consumer.

Consumer:

Amul has an extensive customer base, reaching across different age groups and sectors:

Individual Consumers(B2C): This is the largest group, with Amul products consumed in

households across India. They cater to a wide range, from toddlers who enjoy Amul milk

powder or cheese slices to older folks who drink regular milk, butter, or yogurt . Their pricing

strategy focuses on affordability, making their products accessible to many Indian

people.Businesses(B2B): Amul supplies bulk milk and other dairy products to various

companies. This includes bakeries, confectionary shops, restaurants, ice-cream parlors, and

cafes that use Amul butter, cheese, milk, etc. for their products.

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Competitors:
Mother Dairy: Owned by NDDB, a national organization promoting dairy development in
India.

Nestle India: A global giant offering dairy products like milk powder and dairy whitener.

Regional players like Pragati Milk, Heritage, Omfed, Milkymoo, Jharanai, Visakha dairy and

Jersey compete for market share. It's important to note that Amul's cooperative structure
and vast network of milk producers give it a decisive advantage in raw material procurement
and product pricing. However, these competitors keep Amul on its toes by offering
innovative products, focusing on specific market segments, or leveraging online sales
channels.

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OJT Details

Time frame – 7th June 2024 to 31st July 2024

PROJECT PROGRESS(WORK)

Promotion activity for Amul fresh milk product

Display at a few chosen stores

Completed the store advertising task

Create a questionnaire and get data from retailers.

Data analysis and interpretation

Project ending

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I joined as an intern at Gujarat Cooperative Milk Marketing Federation Limited
(GCMMF)Amul, located in Berhampur, Odisha. To fulfill the objective of my study, I visited
and worked with Amul at Berhampur, and with the guidance of Mr. Sushanta Kumar Mishra
(Branch manager, Berhampur), I gained knowledge of the industry's work culture. First of all,
the Branch Manager explained to me about the fresh milk products, which are:

1) Milk

2) Butter Milk

3) Lassi and

4) Curd

5) Fresh paneer

Also, he explained about the three varieties of milk along with their fat contents, which are:

i. Amul Taaza (3% Fat)

ii. Amul Shakti (4.5% Fat) and

iii. Amul Gold (6% Fat)

Mr. Rakesh Samantray (OIC in fresh products), accompanied me in enhancing the study, and
we conducted user awareness programs to further this study by installing different stalls at
different locations. As such, the awareness of fresh milk products may be increased, and the
marketing level of Amul Products will undoubtedly increase the consumer buying decision.
Also, we conducted a pilot survey among the tea stall vendors, retailers, and Amul franchise
stores to get their opinions about the purchase/non-purchase of Amul products. We also
identified their purchase quantities and the selling rate for the sample study. This study
devised the rates of Amul Products with the regional milk supplier industries, which were
more or less similar. People were more oriented toward milk quality than manufacturers'
names.

Through this survey, we also deduced that several varieties of milk are distributed depending
on the user's requirements. Also, there are packaging segmentations that make them
quantized based on user demand and consumption.

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COMPANY PROFILE
Dairy refers to the sector focused on the production and handling of milk and dairy products,
while technology involves the practical application of scientific knowledge. Dairy technology
specifically deals with the industrial processes involved in turning milk into various dairy
products. Over the past decade, India's dairy industry has seen significant growth,
establishing the country as a major player in global milk production and the creation of value-
added dairy products.

AMUL operates under a cooperative structure, with its base in the Gujarat Cooperative Milk
Marketing Federation Ltd. (GCMMF). It is a federation of 18 district milk unions, which
collectively manage the production, processing, and marketing of dairy products. The
cooperative model ensures that profits are distributed among the farmers, enhancing their
livelihoods and empowering local communities.

India now produces milk at the lowest cost per liter in the world, costing just 27 cents, as
opposed to 63 cents in the United States and $2.8 in Japan. Multinational corporations intend
to increase their operations in this country in order to capitalize on the lowest cost of milk
increase output and productivity. The government has already awarded a number of these
dairy producers certifications attesting to their high standards of quality. Businesses will
benefit from this when trying to sell processed versions of their goods abroad.

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Development and Research in the fresh milk Sector:

The fresh milk business needs research and development to grow, endure for a long period,
and achieve greater status. The foundation for the current industry's growth and development
is provided by the R&D findings of several institutes and dairy enterprises. By gaining this
knowledge, local milk unions will be able to develop and expand globally through the R&D
of fresh milk products, such as yogurt and cheese. Additionally providing insights into
product and industry trends, analysis opportunities, sales and marketing strategies, are market
research and business reports.. Particulars like market share, segmentation, size, and growth
in the US and international markets aid businesses in growing their markets across borders,
even in little unions.

Growth of the Food Processing Sector:

In terms of output, consumption, exports, and future development, India has one of the largest
food processing industries. The government has prioritized encouraging the
commercialization and value-adding of agricultural goods with a number of tax exemptions
and incentives in order to decrease harvest waste, increase employment, and increase exports.

The milk business depends heavily on the food processing sector. The creation of culinary
items made with milk can present profitable business prospects for milk producers.

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The dairy industry offers a variety of commercial investment
options throughout its many divisions.

Biotechnology:

Compared to their international counterparts, Indian cattle produce less milk. Indian cow
ranchers are always searching for methods to increase their milk production by means of
cross-breeding. As a result, there is a great deal of opportunity for foreign investors to engage
in the breeding of dairy cattle, namely high-quality buffaloes crossed with hybrid cows.

Investment opportunities in various dairy cultures are also abundant, including dairy
biologics, enzymes, probiotics, and further food processing components.
Another excellent investment possibility is the production of biopreservative components
based on dairy fermentation.

Equipment for Dairy and Food Processing:

There is a lot of room for foreign investment in the production and distribution of reasonably
priced, high-quality food processing equipment.

Food Packaging Instruments:

The production of equipment and packaging materials that promote brand loyalty and provide
dairy products a distinct competitive advantage is a huge investment potential for overseas
investors.

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Retailing:

Dairy product retailing in the major cities also offers excellent investment potential for
standardizing and improving dairy goods.

Manufacture of components:

Different dairy products, such as cheese, condensed milk, and ghee, require a number of
components. The production of these ingredients presents a significant opportunity for
foreign investment.

Final Goods:

Cheese souse and cheese powders are examples of finished dairy products where there is a lot
of room for investment.

PROBLEMS:

Asia's two rising economies are China and India. India's dairy and food processing sectors
continue to have a fragmented supply base and an undeveloped market. However, the
dimensions of both. There are many of suppliers and markets. Additionally, the consumer's
spending power and the desire for high-quality, health-based products are growing quickly,
creating an imbalance in the supply and demand equation.

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HISTORY

In India, the Amul dairy cooperative movement began in 1946 and is managed by the Gujarat
Co-operative Milk Marketing Federation Ltd. (GCMMF), which represents the highest level
of cooperative organization. Based in Anand, Gujarat, Amul is owned by nearly 2.6 million
milk farmers in the region. It stands as a remarkable example of the long-term success
achievable through a cooperative model. The Amul approach, often referred to as the Amul
Pattern, has been instrumental in driving rural development. Thanks to Amul’s role in the
White Revolution, India has become the world's leading producer of milk and dairy products.
Additionally, Amul holds the distinction of being the largest vegetarian cheese brand globally.

GCMMF

The Gujarat Cooperative Milk Marketing Federation (GCMMF) is the largest food marketing
organization in India. It serves as the top authority for milk cooperatives in Gujarat. The
federation aims to ensure fair compensation for farmers while meeting consumer needs with
high-quality, affordable products.

Amul offers a diverse range of products, including milk powders, milk, butter, ghee, cheese,
curd, chocolate, ice cream, cream, and paneer. In January 2006, Amul plans to launch
Stamina, India's first sports drink, which will compete with popular brands like Gatorade and
Powerade from PepsiCo and Coca-Cola.

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Achievement:

The largest dairy cooperative in Asia, Amul, was established in 1946 with the intention of
enabling milk farmers to conduct their business independently and with dignity. Amul has
always set the standard for introducing and modifying cutting-edge technology to rural
farmers' doorsteps.

Amul made history in these domains:

a) The initial group of independent and self-reliant farmers includes over 500,000 small-scale
milk producers from the Karla District.

b) Village-level dairy cooperatives have been set up, each managing its own milk collection
facilities.

c) The computerized milk collection system features an automated accounting system and
electronic scales.

d) This company is the first and only one in the world to receive ISO 9000 certification for its
network of collective farmers.

e) To start making milk powder from extra milk.

Amul is a real-life example of how impoverished marginal farmers may work together to
create opportunities for their socioeconomic growth.

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Amul overseas:

Amul is truly expanding its reach. As India’s largest milk cooperative, the Gujarat
Cooperative Milk Marketing Federation (GCMMF) is now setting its sights on the Japanese
market, having already made a mark in China, Mauritius, and Hong Kong. Additionally,
GCMMF is looking at Sri Lanka as a potential new export destination. Today, Amul products
are available in many countries, including the US, China, Australia, various West Asian
nations, and across Africa.

CURRENT PARTIES IN THE INDUSTRY:

In the dairy industry, Amul (GCMMF, Gujarat) stands out as the largest and most prominent
brand. Other notable regional dairy cooperatives include Avian in Tamil Nadu, Nandini in
Karnataka, Saras in Rajasthan, and Mother Dairy in New Delhi, along with Pragati, OMFED,
and Heritage.

GCMMF in Anand collaborates with Mother Dairy in Delhi and Bangalore Dairy, which
operates under the Nandini brand.

Private dairy companies include JK Dairy. Dairy Specialties, Indiana Dairy, and Heritage
Foods.

International Companies: SmithKline Beecham, Nestle, Heinz, Kraft Foods, Britannia, HLL,
etc.

GCMMF(AMUL) NOW
The Gujarat Co-operative Milk Marketing Federation (GCMMF), known for its Amul brand,
expects to see an 18% boost in revenue for the 2023-24 financial year, projecting earnings to
reach ₹55,055 crore.

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HEAD OFFICE:

Gujarat Cooperative Milk Marketing Federation Ltd.

Amul Dairy Road,

P.O. Box 10,

Anand 388001,

Gujarat, India.

VISION:

Help our farmers break free from economic struggles and lead them towards a path of
prosperity.

MISSION 2030:

Our goal is to make every customer happy by producing top-notch goods with exceptional
characteristics, offering relevant services and solutions to our clients, and employing the
newest technology, the best business standards, and corporate governance. Large format
stores are the only places where modern consumers can get what they need, and the number
of these customers is growing. Consequently, in order to reach these customers, if at all
possible, we must create equitable relationships with organized retail chains.

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Objective:

In order to guarantee that milk farmers get the best price for their goods, the Gujarat
Cooperative Milk Marketing Federation (GCMMF), which sells milk and dairy products
under the Amul brand, works to achieve this goal. GCMMF unveiled its vast goals on
Tuesday, aiming to achieve a commercial turnover of Rs 50,000 crore by 2020–21.

Owned by GCMMF, Amul is the biggest dairy brand in Asia and a market leader in India. It
is well-known for goods including flavored milk, butter, ghee, yogurt, buttermilk, lassi, and
butter. Nonetheless, Amul is constantly seeking diversification plans and isn't resting on its
achievements, according to R.S. Sodhi, the managing director of GCMMF.

Amul has been growing its chocolate business as well. Amul has been in the chocolate
business since the 1970s, but it has just lately begun to actively market its goods, particularly
its dark chocolates. Established in September of last year, a new plant on the outskirts of
Anand has the capacity to produce up to 1,000 tons of chocolate monthly. Even though
chocolate only makes around 3% of GCMMF's sales at the moment, Sodhi sees rapid
development in this sector. He said that Amul is already at the forefront of the market for dark
chocolate.
Strong rivals in the market are well-known brands including Pepsico's Tropicana, Coca-
Cola's Minute Maid, and Dabur's Real. Startups like Paper Boat by Hector Beverages have
also drawn notice. "We noticed the rapid growth in the juice-based category," Sodhi stated.
"We adapted by adding milk solids to the juice, creating Amul Tru, a unique product that
combines both milk solids and juice." This responds to the rising need for products with
innovation and value added.
It is anticipated that the area of the milk shed would increase at a 4% yearly rate, or 431 lakh
kg per day (43.1 million kg per day). All local cooperative societies will install bulk milk
chillers and automated milk collection systems to facilitate this expansion.

The objective is to gather up to 195 lakh kg of milk per day (19.5 million kg per day) during
periods of maximum output. Furthermore, major cities will host satellite dairies with a total
processing and packaging capacity of 50 lakh kilogram per day (LKPD) for liquid milk.

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The Product Range

PRODUCT RANGE OF AMUL:

Fresh Milk

Amul Taaza Milk

Amul Gold Milk
Amul Shakti Milk
Amul Slim & Trim Double Toned Milk:
Amul Skimmed Milk

Bread Spreads

Amul Butter
Amul Lite Low Fat Bread Spread
Amul Cooking Butter

Cheese Range

Amul Shredded Pizza Cheese

Amul Gouda Cheese
Amul Malai Paneer

Pure Ghee:

Amul Pure Ghee

Sagar Pure Ghee
Amul Cow Ghee

Milk Powders:

Amul Full Cream Milk Powder

Amul Dairy Whitener
Sagar Skimmed Milk Powder

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Curd Products:

Yogi Sweetened Flavoured Dahi

Amul Masti Dahi
Amul Masti Spiced Buttermilk: A refreshing, spiced buttermilk drink.
Amul Lassi

Amul Ice Creams:

Royal Treat Range: Includes flavours like Butterscotch, Rajbhog, and

Malai Kulfi.
Nut-o-Mania Range: Features Kaju Draksh, Kesar Pista Royale, and
more.
Nature’s Treat: Fresh fruit flavours like Alphonso Mango, Fresh Litchi,
and Shahi Anjir.
Sundae Range: Varieties like Mango, Black Currant, and Double Sundae.
Assorted Treat
Utterly Delicious

Chocolate & Confectionery:

Amul Milk Chocolate

Amul Fruit & Nut Chocolate

Milk Drink:

Amul Kool Flavoured Milk: Available in Mango, Strawberry, Saffron,

Cardamom, Rose, and Chocolate flavors.
-Amul Kool Cafe
Amul Kool Koko
Amul Kool Milk Shake

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 Amul (Anand Milk Union Limited)

Founded in 1946, Amul is a pivotal part of India’s dairy cooperative movement.

Managed by the Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF),
this renowned cooperative is owned by about 2.6 million milk farmers across Gujarat.
With its headquarters in Anand, Gujarat, Amul stands as a powerful example of how
cooperative organizations can thrive over the long term.

Amul's model has proven to be an effective strategy for rural development, playing a
crucial role in making India the world’s largest producer of milk and milk products,
thanks to the White Revolution it sparked. Additionally, Amul is recognized as the
largest vegetarian cheese brand globally.

The remarkable success of Amul is largely attributed to the vision and leadership of
Dr. Verghese Kurien, the former chairman of GCMMF. Beyond just a brand, Amul
represents a movement—one that embodies the economic empowerment of farmers
across the country.

Overview:-

Establishment year 1973

Members 18 District Cooperative Milk Producers’
Unions
Number of Producers Members 3.64 Million
Number of Village Societies 18,600
Daily total of Milk handling capacity 41 Million Liters daily
Milk gather (Daily Average 2023-24) 25.9 Million Liters daily
Sales volume-(2023-24) Rs.550700 MILLION (US$7.2 Billion)

Name Designation
Shri Shamalbhai B Patel Chairman, GCMMFL
Shri Valamjibhai R Humbal Vice-chairman, GCMMFL
Jayen Mehta In-charge Managing Director, GCMMFL

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ACHIEVEMENTS:

Amul, Asia's largest dairy cooperative, was founded in 1946 with the mission of empowering milk
producers to work with dignity and independence. Over the years, Amul has consistently led the
way in bringing advanced technology to rural farmers, ensuring they benefit from the latest
innovations.

a) It became the first self-sustaining and independent farmers' organization, representing over 5
million small-scale milk producers in the Kaira District.
b) b) Amul established village-level dairy cooperatives, each operating its own milk collection
centers, providing a strong foundation for local farmers.
c) They introduced computerized milk collection systems equipped with automated accounting and
electronic scales, streamlining the process for farmers.

d) Amul became the first and only company globally to achieve ISO 9000 certification for its
cooperative farmers, setting a high standard in the industry.

e) It pioneered the conversion of surplus milk into milk powder, ensuring that excess production was
efficiently utilized.
Amul is a powerful example of how small-scale, marginal farmers can unite to create opportunities
for their economic and social advancement.

Amul's mission

Amul's mission is to become India the world's largest producer of milk and milk derivatives while also igniting
the white revolution in the nation.

Amul's vision
Amul's vision is to empower farmers by ending economic injustice and helping them achieve prosperity.

Objective of Amul

Amul wants to make sure that the milk farmers receive the greatest possible portion of the rupees paid by
consumers.

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Objectives of the study

The following is a list of the study's primary goals.

A. Primary Objective

1. To determine the extent of Amul Taaza and Amul Gold store network in particular
Berhampur neighbourhoods.
2. To identify the price sensitivity of the product which is suitable for the consumer.

3. To examine the effectiveness of segmentation and the competitive landscape.

B. Secondary Objective

1. To plan steps to take for sales promotion aimed at enhancing milk sales.
2. To create and maintain customer awareness.

Scope of the study

1. Since the study was conducted in Berhampur, is the primary focus of its scope.
2. It provides details on the retail network's size.
3. It provides details on the services that the distributor provides to their retailer.
4. It provides details about the goods of its rivals.
5. It will provide better service to the user.
6. It offers recommendations to the business to increase the sales of its items.
7. It provides details on the initiatives for improving milk sales through sales promotion.

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Research Methodology
It involved creating the questionnaire that the aforementioned individuals had to complete in
order to learn Amul's competitive position in the milk industry. The opinions of the parties
were documented in the study using the prescribed questionnaire.

Research Approach:
The goal of the study was to determine Amul's competitive position in the milk market, hence
getting the aforementioned parties' neutral opinions was important for conducting the
research properly. In order to get an objective view from the relevant parties, we thus
performed the study in the capacity of Amul Company representatives and occasionally as
representatives of other companies, such as Chitale or Katraj. This allowed us to accomplish
our purpose.

Research Instrument:
The structured questionnaire that was created for the respondents served as the research tool.
Dealers and merchants received separate questionnaires, and customers received a separate
set of questionnaires. The maps of the area were also there.

Types of Question:
Selecting the appropriate question kinds is the second crucial step in creating a question.
There are several classifications for questions.
The questionnaire includes the following categories of data:

1. Open-ended question

2. Multiple-choice Question

All two categories of questions are present in the questionnaire. Most questions are of the
multiple choice variety.

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Phrasing of Question:

I make an effort to ask sensible questions on questionnaires. For example, I may ask
questions about personal information, usage patterns, awareness, and lastly, reasons and
satisfaction.

S.L Number Respondent Total

1 retailer 150
2 consumer 100
3 Distributor 12

Sampling Technique:

The method of stratified sampling was applied. Within each stratum, respondents were
chosen based on convenience, with a distinct stratum designated for each category of
respondent.

Personal Interview:
This type of inquiry is straightforward and involves in-person interactions with unrestricted
feedback. It provides a feeling of involvement. It is a more adaptable method of gathering
data. Open-ended, unstructured queries may be used. Refusal rates are low. It is feasible to
conduct a depth interview. It is possible to pose complicated queries. To obtain further
information, questions may be asked during the interview. One can combine observational
methods to confirm conventional information such as age, wealth, and status. The ideas,
opinions, and attitudes of the respondent can be obtained through the use of visual aids, such
as databases, samples, etc.

30
 Method of survey:

Data Collection – Flow Chart:-

First allocate the area as The total covered area

From each one randomly
per company norms in Berhampur:- selected the data
1.LOCHAPADA

2.RADIO STATION
ROAD

3.SIDDHARTH NAGAR Data was collected

4.ASHOK NAGAR through structured
Questionaries
5.UCP ROAD

6.ANKULLI

7.LANJIPALLI

8.GOSANINUAGAAN
Personally visited and
9.GATEBAZAR filled by asking them
questions
10.GODAVARISH
NAGAR

8.STATION ROAD To filled two different

questionnaires normally I
9.KAMAPALLI SQUARE had interact more than
150 Retailers and 100
10.HINJILICUT AND consumers
OTHERS

Finally 100 primary data of Retailers and 100 I chose a filed data for 10 locations and
primary data of Consumers was collected collect data near about 10% in each location
from 150 retailers and 150 consumers. from both retailers and consumers.

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Composition
Variety Fat (%) SNF (%)
Amul Gold (Full cream 6% 9%
Milk)
Amul Shakti (Standardised 4.5% 8.5%
Milk)
Amul Taaza (Toned Milk) 3.5% 8.5%

Special Features:
Amul Milk is the cleanest-tasting liquid milk on the market. Modern processing facilities
pasteurize it before pouch-packaging it so that consumers may easily get it.

Product Specification:
Amul milk satisfies the PFA requirements specific to that kind of milk.

32
The cost of the milk

Amul gold PRICE

Distributor price
Retailer price 30.25
Maximum retailer price (MRP) 32.00

Amul shakti
Distributor price
Retailer price 27.40
Maximum retailer price (MRP) 29.00

Amul Tazza
Distributor price
Retailer price 25.25
Maximum retailer price (MRP) 27.00

Area of Operation:
1.LOCHAPADA

2.RADIO STATION ROAD

3.SIDDHARTH NAGAR

4.ASHOK NAGAR

5.UCP ROAD

6.ANKULLI

7.LANJIPALLI

8.GOSANINUAGAAN

9.GATEBAZAR

10.GODAVARISH NAGAR

33
must approach the outlets bearing in mind the following specifications

At Approach:

What type of shop is it? (Hotel, bakery, restaurant, general store, or Amul super market)
It carry Amul products or not?
Which brand milk the shopkeeper have?

Secondary Level:
Does it sell milk, or not?
If so, does it provide Amul milk for sale?
Does the business offer any assistance with promotion?

Territory Level:
Which milk on the market is the best seller?
Who provides your store with milk?
Is the milk delivered on schedule?
Which payment method—cash or credit—is used?

Others:

plans that were presented to him.

What purposes does milk serve?

Addendum:
Examples of outlets general stores, sweet shops, large markets, juice bars, ice cream stands,
and more.
The rationale behind the selection of these industries by the corporation was their potential as
the greatest customers for this product.

34
 DATA
COLLECTION
&
ANALYSIS

35
MARKETING ANALYSIS

"Marketing research establishes information-based functional connections between the

public, consumers, and customers. Data used to monitor marketing success, better understand
the marketing process, uncover and characterize marketing opportunities and issues and
assess marketing activities."

Marketing research identifies the data needed to address these problems, plans the
information collection process, manages and executes the data collection procedure, analyzes
the data, and disseminates the results and their applications.

Stated differently, marketing research refers to any systematic endeavor aimed at obtaining
data on consumers or markets. It is a crucial element of corporate strategy. The purpose of
marketing research is to ascertain consumer needs, wants, and beliefs. It may also include
observing their behaviour. After the study is over, you may use the results to decide how to
sell your product.

Among the tools used for market research are surveys and questionnaires for focus groups.

Methods for Marketing Research:

The following kinds of study designs are used in marketing research methodology:

(1) Based on questioning:

Qualitative Marketing Research: Focus groups, in-depth interviews, and projective

approaches are examples of this type of research; it is typically employed for exploratory
reasons.

36
(2) Based on observations:

Studies that are empirical are qualitative by nature, with the researcher seeing social
phenomena in their natural environments. These observations might be performed
longitudinally, or throughout many time periods, or cross-sectionally, at a single moment.
Computer cookie traces and product usage analysis are two examples.

PROMOTION

A promotional strategy involves planning and budgeting for various activities like:

Publicity
Direct marketing
Sales promotion
Advertising
Personal selling

The strategy outlines how much money to spend on each area and the focus each should
receive. Goals for promotion can include boosting sales, creating buzz for new products,
building brand awareness, positioning against competitors, or shaping the company's image.
Essentially, marketing's main goals are to increase sales, enhance brand visibility, and build
strong customer relationships.

These are the following:

To provide information to both other people and customers.

To raise the level of demand.

37
Analysis of Data for Retailers

1) The quantity of stores carrying Amul milk

Ans Number of respondents percentage

Yes 64 42%

No 86 58%

100
90
80
70
60
Yes
50
No
40
30
20
10
0

Interpretation:
According to the data above, just one-third of the merchants are selling Amul milk.
It illustrates how well-liked the Amul milk brand is by merchants.

38
2) The optimum sizes of Amul milk packets for shops to stock

Milk pocket size Number of respondents

250 ml 0
500 ml 55
1 Ltr 12
5 Ltr 0

5 Ltr
1 Ltr
s 500 ml
ent
d 250 ml
pon
s
f re
o.o
N

0 20 40 60

Interpretation:
According to the graph above, the majority of shops favored to stock 500 ml and 1 Ltr Amul
milk pouches based on consumer demand.
Regarding the 5-liter pouch, there was no demand from customers.
Retailers were not able to get 250 ml pouches.

39
3) Justifications for merchants not to keep Amul milk

Ans Number of respondent

Nothing to replace leaking 14

No distribution 22
Minimal margin 17
Expiry date 8
Customer choice other 25
company milk

25
Nothing to
replace leaking
20
No distribution

15
Minimal margin

10
Expiry date

5
Customer choice
other company
0 milk
Number of respondent

Interpretation:
The customer favors a different milk brand. As can be seen from the corresponding graph,
half of the merchants expressed dissatisfaction with the distribution network. Very few
shops demonstrated about the lack of a packaging date, whereas few retailers replied about
the low margin.

40
4) Retailers' enthusiasm for the milk brand

BRANDS RESPONDENTS
AMUL 64
PRAGATI 70
OMFED 11
HERITAGE 5

70
60
50
AMUL
40
PRAGATI
30 OMFED
20 HERITAGE
10
0
RESPONDENTS

Interpretation:
The graph above demonstrates that, overall, the Pragati brand is the most preferred one.

41
Q) How satisfied are you with the availability of amul fresh milk .
RESPONDENTS
Always available 64
Frequently available 35
Sometimes available 30
Rarely available 21
Never available 0

70

60

50

40

30

20

10

0
RESPONDENTS

Always available Frequently available

Sometimes available Rarely available
Never available

42
Q) Do you find the packaging of amul fresh paneer and bucket dahi to be easy
to open and reclose? (consumer perspective)

RESPONDENTS
Strongly agree 65
Somewhat agree 20
Neutral 10
Somewhat disagree 5
Strongly disagree 0

70

60

50

40

30

20

10

0
RESPONDENTS

Strongly agree Somewhat agree

Neutral Somewhat disagree
Strongly disagree

43
Q) How convenient would a subscription service for regular home delivery of
Amul fresh products?
RESPONDENTS
Very convenient 10
Somewhat convenient 20
Neutral 15
Not very convenient 20
Not convenient at all 35

35

30

25 Very convenient

Somewhat
20 convenient
Neutral
15
Not very
convenient
10 Not convenient
at all

0
RESPONDENTS

44
Q) How much do you trust Amul brand to deliver high-quality fresh milk
products?
RESPONDENTS
Trustworthy 80
Somewhat Trustworthy 15
Neutral 0
Somewhat untrustworthy 5
Not trustworthy at all 0

80

70

60

50

40

30

20

10

0
RESPONDENTS

Trustworthy Somewhat Trustworthy

Neutral Somewhat untrustworthy
Not trustworthy at all

45
5)Sources from where retailers get Amul milk

Ans Number of respondents Percentage

Distributors 55 86 %
Other suppliers 9 14 %

14% 0%

86%

Distributors Other suppliers Slice 3

46
6) Retailer satisfaction with the distributor of Amul

Ans Number of respondents Percentage

Yes 48 75%
No 16 25%

80
70
60
50
40 Yes
No
30
20
10
0
No. of respondents Percentage

Interpretation:
According to the graph, the majority of merchants expressed satisfaction with the service
given by the Amul distributor.

47
7) Knowledge among merchants on various Amul milk sales marketing
initiatives.

Operations Conscious Not Conscious

Discounted price 37 18
Complimentary sample 13 32
Advertisement 35 7
Displays 51 14
Credit facility 19 28

60
Discounted price
50

40 Complimentary
sample
30 Advertisement

20 Displays
10
Credit facility
0
Conscious Not Conscious

Interpretation:
The graph indicates that while merchants were aware of Amul's sales promotion efforts,
other respondents were not aware of these efforts.

Single sellers were not given complimentary samples or credit facilities.

48
8) Retailers' interest in Amul milk wholesale distribution

Answer No. of respondents Percentage

Yes 6 5%
No 143 95 %

144

Yes No Slice 3

49
9) Retailers are aware of the advantages of Amul Parlor (APO).
(Only 45 of the 150 shopkeepers were questioned since they owned major
stores.)

Answer Number of respondents Percentage

Yes 6 13%
No 39 87%

Yes
13%

Yes
No

No
87%

Interpretation:
Amul milk and milk products are available at APO, which contributes to the company's
growing market share. This inquiry was directed at shops with sufficient money. The graph
indicates that there is relatively little public knowledge of APO.

50
11.) What customers anticipate from Amul milk.

Features Respondent
High calibre 6
Date of clear packaging 8
Accessibility 12

Accessibility

Date of clear
t packaging
den High calibre
n
spo
Re

0 5 10 15

Interpretation:

In an attempt to get consumer opinions about Amul milk, the query was sent at the
merchants where the milk is sold.
More clients were complaining about the availability and the packaging's obvious date.
Some consumers weren't pleased with the milk's quality.

51
10)Retailers' ratings on Amul's fresh milk product qualities.
(Just 64 of the 150 shops who purchased Amul milk were questioned.)

Features
Calibre Brand Accessibility PACKAGING MARGIN
Evaluating image

VERY GOOD 50 53 37 49 0
GOOD 10 9 15 6 0
AVERAGE 4 0 12 9 11
BAD 0 0 0 0 0
VERY BAD 0 0 0 0 53
TOTAL 64 64 64 64 64

140
120
100 64 64 64 64 64
80
60 0
4 0
9 0
12 0
9
10 6
40 15
53
50 53 49
20 37
0
11
0 0
re

N
G
e

ty
ag

IN

GI
ili
lib

im

AG

AR
sib
Ca

M
s
d

CK
ce
an

PA
Ac
Br

VERY GOOD GOOD AVERAGE

BAD VERY BAD TOTAL

52
Interpretation:

It is clear from the graph above that

QUALITY: Amul milk quality was deemed satisfactory by the majority of merchants.

BRAND IMAGE: The graph indicates that Amul's brand image is positive.

AVAILABILITY: The Amul milk distribution pleased the majority of the merchants.

PACKAGING DATE: The majority of merchants were dissatisfied that the packaging date was
not printed, and they were having issues with it.

MARGIN: Amul's margin policy did not satisfy any of the merchants.

53
 Data Analysis for Customer
1) The quantity of consumers buying Amul milk

Ans Number of Percentage

respondent
Yes 37 37%
No 63 63%

Yes, 37

No, 63

Yes No

Interpretation: According to the graph above, just 37% of consumers buy Amul milk.
This indicates that while the Amul milk brand is well-liked by consumers, it is not very well-
liked.

54
2) Customer reviews on the features of the Amul fresh milk product.
(Just 35 of the 100 customers who were purchasing Amul milk were
questioned.)

Features
Calibre Brand Accessibility PACKAGING MARGIN
Evaluating image

VERY GOOD 21 30 18 9 20
GOOD 11 5 11 0 10
AVERAGE 3 0 0 17 5
BAD 0 0 6 9 0
VERY BAD 0 0 0 0 0
TOTAL 35 35 35 35 35

80
70
60
50 35 35 35 35 35
40
0
3 0
5 0
6 0 0
5
30 0 9
11 11 10
20 17
30
10 21 18 0 20
9
0
Calibre MARGIN
Accessibility

VERY GOOD GOOD AVERAGE

BAD VERY BAD TOTAL

55
Interpretation:
It is clear from the graph above that:
QUALITY: The majority of consumers expressed satisfaction with Amul's milk quality.
BRAND IMAGE: The graph indicates that Amul's brand image is positive.
AVAILABILITY: The majority of consumers expressed satisfaction with Amul's milk delivery
system.
PRICE: Customers express dissatisfaction with Amul's pricing.

56
3)Data Analysis for Sales Promotion Activity:-
We conducted activities to promote sales at two locations in the city of Berhampur.

Store name Initially Day 1 Day 1 Day 2 Day 3 Day 4 Day 5

Khodasing 75 75 75 95 95 95 95
Gatebazar 25 25 35 35 35 25 25
Lanjipalli 0 9 11 15 15 15 18
Gosaninuagan 8 12 12 8 8 8 8
New busstand 0 4 12 20 30 30 30

200
180 30
20 30 30
160 8 8
140 12 15 15 8 8
12 35 35 15 18
120 4
12 11 25 25
8 9 35
0
100 25 25
0 95 95 95 95
80 75 75 75
60
40
20
0
Initially Day 1 Day 3 Day 5

Khodasing Gatebazar Lanjipalli

Gosaninuagan New busstand

57
OBSERVATIONS
&
FINDINGS

58
Observation
Retailers: (grocery stores, supermarkets, etc.)

• Retailers are uninterested as they lack storage space, but if the corporation offers them
one, they will sell Amul milk.

• Nearly all stores are not interested in selling Amul milk due to the poor profit margin.

• Retailers are not able to sell the 250 ml and 5 Ltr milk pouches.

• When asked why shops are unwilling to offer Amul milk, it turns out that their
dissatisfaction arises from the margin, availability, and need to repair the leaky pouches.

• Various brands were being sold by retailers. because they were able to profit more from
less well-known brands than they did from more well-known ones.

• The wholesalers chosen by the corporation provide Amul milk to all outlets.

• A significant number of merchants expressed dissatisfaction with the distributors due to

frequent distributor turnover and delayed milk deliveries.

• Every store was aware of the sales promotion campaigns that Amul ran. However, a larger
portion of the operations were not disclosed by distributors. Thus, it suggests that
distributors are profiting from these kinds of initiatives.

• A few inquiries were made in an attempt to turn stores into distributors, but they rejected
it because of the little profit margin.

• Most merchants showed little interest in starting an APO because it required a significant
financial outlay, around two lakhs, and required selling exclusively Amul items. As a result,
most retailers were not interested in starting an APO.

• Because Amul does not publish the packing date on the pouch, I discovered that
customers were complaining about the packaging, particularly the packaging date.

• The majority of respondents voiced complaints regarding packaging date and profit margin
when asked about retailers' assessments of Amul milk.

59
• During the campaign, it was discovered that customers had a very positive attitude toward
Chitale milk, which is why it has become a milk maket player. It is evident from the sales
table that Chitale pouch milk sells for 50% more than Amul pouch milk.

• When Amul milk spoils after being purchased, retailers also demand replacements for the
losses they incur from the spoilt milk.

Final Users: (House holds)

• The primary factors influencing consumers' preference for buying liquid milk are taste,
freshness, availability, and home delivery, in that order.

• Although between 75% and 80% of customers are aware of Amul milk, only 15% of them
actually drink it.

• Customers believe that Amul milk is not fresh and has a lot of cuddling issues.

• Compared to other milk brands on the market, Amul milk's packaging is not as well-liked
by consumers.

Users in Bulk: (canteens, restaurants, motels, sweet stores, etc.).

• Only 10% of bulk consumers use Amul milk, despite 90% of them being aware of its
existence.

• The primary factors influencing bulk milk buyers' decisions are availability, affordability,
and quality.

The consumers don't use milk for the following reasons:

1. A higher price that does not match the rate offered by rivals since large users are price
sensitive.
2. There is a complaint regarding milk cuddling and a decrease in mawa production at sweet
marts.
3. Some of them favor credit purchasing when it comes to canteen contracts, which goes
against business laws and procedures.

60
Limitations: -
There are some limitations that this report must follow. The following are some of primary
areas of constraint:

1. The study lasted for eight weeks, It might not have been enough to understand the
market as a whole.

3. Convenient sampling was used to conduct the inquiry.

4. Because the sample size was limited, it might be argued that the sample selected is not
typical of the entire community, which hampered quantitative study.

5. A respondent's temperament and psychology are significant variables. Certain responders

are more sensitive than others who are more tolerant. The replies might be positively or
negatively impacted by a change in the respondents' demographics.

6. It's probable that some of the respondents' responses contained incorrect information,
while others may have been biased.

7. Only three significant brands could be emphasized from the entire investigation and
analysis, excluding the other less well-known names.

8. Because the questionnaire consisted primarily of multiple choice questions, many

respondents answered them without giving them much attention, and some even marked
off things that did not apply. Thus, everything served to intensify the prejudice.

9. Due to the limited sample size of retailers and wholesalers, it is possible that their biased
comments may not fairly represent the opinions of the entire group.

61
SUGGESTION

62
SUGGESTION

Suggestions to Improve Market Share in a Competitive Industry

In a highly competitive market dominated by a major player like Gowardhan, capturing

market share requires a strategic and meticulous approach. To enhance sales and establish a
strong presence, Amul should prioritize the following areas:

1. Service Excellence:

While Amul's service is commendable, continuous improvement is essential. By refining its

service offerings and addressing customer needs proactively, Amul can differentiate itself
and build customer loyalty.

2. Targeted Advertising:

Aggressive advertising campaigns focused on Amul's parlors and outlets are crucial to
attract consumers and increase brand awareness. Tailoring the messaging to highlight the
unique selling points of Amul's products can be particularly effective.

3. Enhanced Replacement Policy:

Amul's current replacement policy has been a point of criticism. By implementing a more
customer-friendly replacement policy, Amul can improve its reputation and incentivize
parlors and outlets to stock its products.

4. Efficient Distribution:

Ensuring timely replenishment of products and minimizing damage during transportation is

vital for maintaining customer satisfaction. Increasing the number of distributors and
providing proper training on handling and storage can help address these issues.

By focusing on these key areas, Amul can effectively compete in the challenging market and
achieve its sales objectives.

63
CONCLUSION

64
Conclusion:-
To various people, Amul might imply different things.

For a dairy farmer, it was a fulfilling experience To a customer: a guarantee of receiving

nutritious milk To a mother: A dependable supply of food for her offspring To the nation:
independent living and rural development.

As is well known, Amul leads the dairy product industry and is a very large corporation. Its
primary goods, milk, butter, cheese, and ice cream, account for the largest portion of its
market share. However, compared to other Amul products, Amul milk is not as well-liked in
the local market in BERHAMPUR.

. Research may assist a firm identify its weak spots in its milk product and boost its market
share by fixing errors. Individuals have faith in Amul's merchandise, and they Amul will agree
to it as well provided meaningful steps are done.

The survey produced the following findings:

Amul has to devise fresh marketing campaigns to raise awareness of Amul Milk and Amul
Tazza & Gold.

The primary factor that persuades consumers to buy Amul products is quality, although
other Milk brands' quick availability and other companies' active marketing campaigns also
inspire consumers to choose them and boost sales.

65
ANNEXURE

66
QUESTIONNAIRE:-

1) The quantity of stores carrying Amul milk

a) Yes

b) No

2) The optimum sizes of Amul milk packets for shops to stock

a) 250 ml
b) 500 ml
c) 1 Ltr
d) 5 Ltr

3) Justifications for merchants not to keep Amul milk

a) Nothing to replace
b) No distribution
c) Minimal margin
d) Expiry date
e) Customer choice other company milk

4) Retailers' enthusiasm for the milk brand

a) Amul
b) Pragati
c) Omfed
d) Heritage

67
5) How satisfied are you with the availability of amul fresh milk in your local
store?
a) Always available
b) Frequently available
c) Sometime available
d) Rarely available
e) Never available

6) Do you find the packaging of amul fresh paneer and bucket dahi to be easy
to open and reclose?

a) Strongly agree
b) Somewhat agree
c) Neutral
d) Somewhat disagree
e) Strongly disagree

7) How convenient would a subscription service for regular home delivery of

Amul fresh products?

a) Very convenient
b) Somewhat convenient
c) Neutral
d) Not very convenient
e) Not convenient at all

8) How confidents are you that Amul fresh products maintain their freshness
until the expiry date?

a) Very confident
b) Somewhat confident
c) Neutral
d) Not very confident
e) Not confident at all

68
9) How much do you trust Amul brand to deliver high-quality fresh milk
products?

a) Trustworthy
b) Somewhat Trustworthy
c) Neutral
d) Somewhat untrustworthy
e) Not Trustworthy at all

10)Sources from where retailers get Amul milk

Ans Number of respondents Percentage

Distributors
Other suppliers

11) Retailer satisfaction with the distributor of Amul

Ans Number of respondents Percentage

Yes
No

12) Knowledge among merchants on various Amul milk sales marketing

initiatives.

a) Discounted price
b) Complimentary price
c) Advertisement
d) Displays
e) Credit facility

69
13) Retailers' interest in Amul milk wholesale distribution

a) Yes

b) No

14) Retailers are aware of the advantages of Amul Parlor (APO).

(Only 45 of the 150 shopkeepers were questioned since they owned major
stores.)

a) Yes

b) No

15) What customers anticipate from Amul milk.

a) High calibre
b) Date of clear packaging
c) Accessibility

16) The quantity of consumers buying Amul milk

a) Yes

b) No

70
17)Retailers' ratings on Amul's fresh milk product qualities.
(Just 64 of the 150 shops who purchased Amul milk were questioned.)

Features
Calibre Brand Accessibility PACKAGING MARGIN
Evaluating image

VERY GOOD
GOOD
AVERAGE
BAD
VERY BAD
TOTAL

18)Data Analysis for Sales Promotion Activity:-

We conducted activities to promote sales at two locations in the city of Berhampur.

Store name Initially Day 1 Day 1 Day 2 Day 3 Day 4 Day 5

Khodasing
Gatebazar
Lanjipalli
Gosaninuagan
New busstand

71
72