Amul SIP Project

1
A PROJECT REPORT
ON
“MARKET DEVELOPMENT OF AMUL POUCH MILK:
CLUSTER APPROACH”
AT
Gujarat Co-operative Milk Marketing Federation Ltd.
(GCMMF)
AMUL
PREPARED BY
ANIRBAN GHOSH
BENGAL INSTITUTE OF BUSINESS STUDIES
MBA
(2016 – 2018)
UNDER THE GUIDENCE OF
MR. KOUSHIK CHAKRABORTY
(BRANCH MANAGER, AMUL)
MR. KAUSTUV MUKHERJEE
(INTERNAL FACULTY GUIDE)

2
CONTENTS
1
ACKNOWLEDGEMENT
1
2
EXECUTIVE SUMMARY OF THE PROJECT
2
3
INTRODUCTION
3
4
OVER VIEW OF THE INDUSTRY
4 - 7
5
COMPANY PROFILE
8 - 15
6
OBJECTIVE OF THE PROJECT
16 - 17
7
RESEARCH METHODOLOGY
18 - 36
8
DATA ANALYSIS
37 - 48
9
SWOT ANALYSIS OF AMUL
49
10
OBSERVATION AND FINDING
50 - 52
11
SUGGESTION AND RECOMMENDATION
53 - 54
12
CONCLUSION
55
13
BIBLIOGRAPHY
56
14
APPENDIX ( QUESTIONNAIRE )
57 - 61

3
ACKNOWLEDGEMENT
A successful completion of job is based upon the chain of factors combining together to make an
integral outcome. The cooperation of the factors mixed with sincere effort can lead to best
performance. My project is also no exception to this. So it becomes necessary to mention this
before I start writing my project report.
I take this opportunity to express my deep sense of gratitude to all those who have contributed
significantly by sharing their knowledge and experience in the completion of this project work.
I would like to place on record, my sincere gratitude to Miss. Moupiya Sarkar (Regional HR
Manager, of Amul) for selecting and providing me the golden opportunity to do my Summer
Internship Programme with Amul.
I would like to express my sincere gratitude to Mr. Koushik Chakraborty (Branch Manager,
Amul) who has extremely helped me and guided me as a whole and giving me the support to
complete my project.
I would like to express my sincere gratitude to my internal faculty guide from Bengal Institute of
Business Studies, Mr. Kaustuv Mukherjee for his extreme support and guidance in completing
the project.
Last but not the least; I convey my warm regards to all the territory sales in charge, distributors,
sales person, retailers, multivendor who have directly or indirectly helped me for my project.

4
EXECUTIVE SUMMARY
A project report has been prepared on “DEVELOPMENT OF AMUL POUCH MILK:
CLUSSTER APPROACH.” from AMUL.
This project is focused on these main factors:
 Comprehensive analysis of problems of Amul milk in the Retail market and multivendor
market
 Competitive analysis with other competitors in the Retail market and multivendor market.
 Customer preference survey for Amul milk and other Brands.
I have visited various key outlets of retail market and multivendor market at different region of
south kolkata to find out the problems of Amul milk based on several parameters like scheme or
cash preference, service satisfaction, delivery satisfaction.
A competitive study against the competitors was done based on several parameters like service
satisfaction, distributor’s margin, scheme provider, to understand the current scenario of Amul
milk and the competitors’ brand in the market, and a customer survey was conducted to know
about their preferences and needs and also conducted for umbrella promotion for promoting.
This project was done to find out the key issues of Amul milk as well as competition mapping with
other brands and provide strong recommendation to the company which can be implemented to
obtain a better result. Some recommendations for Amul to retain the leading positions are :-
 Packaging should be improved to avoid spoiling problem and leakage problem.
 Scheme is one of the biggest issue for Amul milk in distributor’s market which has to be
solved providing a better solution to the distributor.
 Less profit margin for both distributors and retailers, so this problem will be solved to
arrange a quarterly meeting with distributor and retailers differently.
 Distribution channel by the distributors must be clear to maintain a uniform dealer margin,
and do not change distributor frequently because he is the only one person who act as a
connecting link between company and retailers.

5
INTRODUCTION
Milk industry in India in the organized sector produces around 70% of the total production, the
balance 30% being contributed by the other brand. Dairy farms produced about 730 million tonnes
of milk in 2011, from 260 million dairy cows. India is the world's largest producer of milk, and is
the leading exporter of skimmed milk powder, yet it exports few other milk products. The ever
increasing rise in domestic demand for dairy products and a large demand-supply gap could lead
to India being a net importer of dairy products in the future. The United States, India, China and
Brazil are the world's largest exporters of milk and milk products.
A survey was conducted to understand the current market scenario of Amul milk on retail basically
key accounts which have high sale volume and distributor market. A company will run for a long
time to solve its problems. This survey based on find out the problems from retailers and
distributors of Amul, deep analysis of the reasons of those problems and provides recommendation
about the ways to solve those problems. Figures are represented by pie chart for clear
understanding the result of the project.
A company will retain their position to analyze their competitors’ activities also. Amul has others
competitors also but one of the major competitors is Red Cow and Mother Dairy. Red Cow the
FMCG milk brand has already entered the market and became one of the major competitors of
Amul milk. Another survey about the competition of Amul against the other milk brands was
conducted to understand the preference of retailers and distributors between Amul and other milk
brand based on some parameters, analysis of the reason of preference and providing
recommendation that how Amul can improve those issues to increase their market share. All the
figures are represented graphically for clear understanding about the result.
Some questions were asked to customers, retailers, and distributors for their preference for Amul
and other milk brands prepared a graphical representation about the report with proper
recommendation.
The main aim of the project is to provide genuine information about the current market scenario
about Amul itself and its competitors and providing strong recommendation based on the retailers,
distributors and customers point of view. It helps Amul to hold their leading position in the market.

6
MILK INDUSTRY IN INDIA
 Today, India is ‘The Oyster’ of the global dairy industry. It offers opportunities in large
number to entrepreneurs worldwide, who wish to capitalize on one of the world’s largest
and fastest growing markets for milk and milk products.
 The Indian dairy industry is rapidly growing, trying to keep pace with the galloping
progress around the world. It may transfer technology, sign joint ventures or use India as a
sourcing center for regional exports.
 India’s dairy sector is expected to triple its production in the next 10 years in view of
expanding potential for export to Europe and the West. Moreover with WTO regulations
expected to come into force in coming years all the developed countries which are among
big exporters today would have to the support and subsidy to their domestic milk products
sector.
 Also India today is the lowest cost producer of per liter of milk in the world. Also to take
advantage of this lowest cost of milk production and increasing production in the country
multinational companies are planning to expand their activities here. Some of these milk
producers have already obtained quality.
 India has the credit of being the largest producer as well as the biggest consumer of milk
in the world. It also has the world’s largest dairy herd (comprised of cows and buffalos).
 In 2010-11, livestock generated output worth INR 2,075 billion (at 2004-05 prices) which
comprised 4% of the GDP and 26% of the agricultural GDP.
 India’s milk production accounts for 16% of total global output.
 A budgetary outlay of INR 31,560 Crore is recommended by the working group for 12th
Five Year Plan of Planning commission of India for animal husbandry and dairy sector to
achieve growth rate of 6%.
 In the past 20 years, milk production in India has doubled and has reached the 116.2 million
tons a year thus becoming India’s No. 1 farm commodity.
 The current market size of dairy Industry is INR 2.6 trillion and is estimated to grow up to
INR 3.7 trillion by next 10 years.

7
 Operation Flood has led to the modemization of India’s dairy sector and created a strong
network for procurement processing and distribution of milk by the co-operative sector.
 Per capita availability of milk has increased from 132 gm. per day in 1950 to over 220 gm.
per day in 1998.
 The main trust of operation flood was to organize dairy co-operatives in the milk shed areas
of the village, and to link them to the metro cities, which are the main market for pouch
milk.
 Today’s per capita consumption has been increased up to 290 gm. per day (2012-12).
India has always been the largest producer (an estimated 400 million litre per day currently) and
consumer of milk in the world. But it remained a boring market largely because the per capita
consumption was low, and most of the milk was consumed in its basic, liquid form, or at best as
ghee and some butter.
Over the past few years, though, a couple of things have changed to make the market vastly more
attractive to new players. One, as global dairy consumption stagnates or even dips, Indian
consumption is going up. India's per capita consumption of milk at 97 litres a year is way below
that of western countries like the US, which boasts per capita consumption of 285 litres per year,
or the EU, which consumes 281 litres per capita per year. But while Indian per capita demand is
going up 4.5 per cent year-on-year, global per capita consumption is growing at an anaemic 1.5
per cent, and in some countries in the West it may actually be falling, points out T. Nandakumar,
Chair-man, National Dairy Development Board (NDDB).
50%
15%
25%
10%
Amul Metro Redcow Motherdairy

8
In sharp contrast, our own dairy farmers who were part of the Amul Cooperative movement, were
insulated from the sharp fluctuation in the global dairy scenario due to our long-term emphasis on
consumer marketing and brand building. While dairy farmers world-wide were reeling from global
slump in farm gate milk prices, our Amul family farmer-members went on to receive a 30%
increase in the price of milk they poured into the cooperatives during last three years. The coming
months present a golden opportunity for us with a rapidly improving dairy market scenario and an
increase in demand expected for our entire basket of dairy products including fresh liquid milk.
The Government’s demonetization policy has had a positive impact on our business. It helped us
encourage our farmer-members to open bank accounts and link these with dairy cooperatives so
that cashless payments for milk can be transferred directly to their accounts. Rural India is home
to more than two-thirds of the country’s population. Technology is a great enabler for financial
inclusion, and the path to rural empowerment lies in digitalization.
The then Prime Minister of India, Lal Bahadur Shastri decided that the same approach should
become the basis of a National Dairy Development policy. He understood that the success of Amul
could be attributed to four important factors. The farmers owned the dairy, their elected
representatives managed the village societies and the district union, they employed professionals
to operate the dairy and manage its business. Most importantly, the co-operatives were sensitive
to the needs of farmers and responsive to their demands.
55%
20%
15%
10%
Segmentation of Amul milk
Taaza Slim n Trim Gold Skati

9
BRIEFPROFILEOFTHEPLAYERSINTHEINDUSTRY:-
The Birth of Amul:-
 It all began when milk became a symbol of protest
 Founded in 1946 to stop the exploitation by middlemen
 Inspired by the freedom movement
The seeds of this unusual saga were sown more than 65 years back in Anand, a small town in the
state of Gujarat in western India. The exploitative trade practices followed by the local trade cartel
triggered off the cooperative movement. Angered by unfair and manipulative practices followed
by the trade, the farmers of the district approached the great Indian patriot Sardar Vallabhbhai
Patel for a solution. He advised them to get rid of middlemen and form their own co-operative,
which would have procurement, processing and marketing under their control.
In 1946, the farmers of this area went on a milk strike refusing to be cowed down by the cartel.
Under the inspiration of Sardar Patel, and the guidance of leaders like Morarji Desai and
Tribhuvandas Patel, they formed their own cooperative in 1946.
MainproductsproducedbyAmulindustriesare:-
Amul's product range includes milk powders, milk, butter, ghee, cheese, dahi, yoghurt,
buttermilk, chocolate, ice cream, cream, biscuit , shrikhand, paneer, gulab jamuns, flavoured
milk, basundi, Amul's sugar-free Pro-Biotic Ice-cream and others.

10
COMPANY PROFILE
AMUL INDUSTRIES LIMITED
Amul is an Indian dairy cooperative, based at Anand in the state of Gujarat, India. Formed in
1950, it is a brand managed by a cooperative body, the Gujarat Co-operative Milk Marketing
Federation Ltd. (GCMMF), which today is jointly owned by 3.6 million milk producers in
Gujarat.
The Company's principal activity is the manufacture and sale of milk, chocolate, ice cream and
dairy products.
Over view of the Company: -
Name: - Amul
Type: - Cooperative
Industry: - Dairy/FMCG
Headquarters: - Anand, Gujarat, India
Area Served: - Multinational
Product: - Milk, Chocolate, Ice Cream and Dairy
Chairman: - Verghese Kurien

11
History:-
Amul cooperative registered on 14 December 1946 as a response to the exploitation of marginal
milk producers by traders or agents of the only existing dairy, the Polson dairy, in the small city
distances to deliver milk, which often went sour in summer, to Polson. The prices of milk were
arbitrarily determined. Government had given monopoly rights to Polson to collect milk from
Kaira and supply it to Bombay city.
Angered by the unfair trade practices, the farmers of Kaira approached Sardar Vallabhbhai
Patel under the leadership of local farmer leader Tribhuvandas K. Patel. He advised them to form
a cooperative and supply milk directly to the Bombay Milk Scheme instead of Polson (who did
the same but gave them low prices). He sent Morarji Desai to organise the farmers. In 1946, the
milk farmers of the area went on a strike which led to the setting up of the cooperative to collect
and process milk. Milk collection was decentralized, as most producers were marginal farmers
who could deliver, at most, 1–2 litres of milk per day. Cooperatives were formed for each
village, too.
The cooperative was further developed and managed by Dr.Verghese Kurien with H.M. Dalaya.
Dalaya's innovation of making skim milk powder from buffalo milk (for the first time in the
world) and a little later, with Kurien's help, making it on a commercial scale, led to the first
modern dairy of the cooperative at Anand, which would compete against established players in
the market. Kurien's brother-in-law K.M. Philip sensitized Kurien to the needs of attending to the
finer points of marketing, including the creation and popularization of a brand. This led to the
search for an attractive brand name. In a brainstorming session, a chemist who worked in the

12
dairy laboratory suggested Amul, which came from the Sanskrit word "amulya", which means
"priceless" and "denoted and symbolised the pride of swadeshi production”.
The trio's (T. K. Patel, Kurien and Dalaya's) success at the cooperative's dairy soon spread to
Anand's neighborhood in Gujarat. Within a short span, five unions in other districts – Mehsana,
Banaskantha, Baroda, Sabarkantha and Surat – were set up. To combine forces and expand the
market while saving on advertising and avoid competing against each other, the GCMMF, an
apex marketing body of these district cooperatives, was set up in 1973. The Kaira Union, which
had the brand name Amul with it since 1955, transferred it to GCMMF.
In 1999, it was awarded the "Best of all" Rajiv Gandhi National Quality Award.[13]
Technological developments at Amul have subsequently spread to other parts of India.
The GCMMF is the largest food products marketing organisation of India. It is the apex
organisation of the dairy cooperatives of Gujarat. It is the exclusive marketing organisation for
products under the brand name of Amul and Sagar. Over the last five and a half decades, dairy
cooperatives in Gujarat have created an economic network that links more than 3.1 million
village milk products with millions of consumers in India. Gujarat Cooperative Milk Marketing
Federation Ltd.
Overseas:-
For the Gujarat Cooperative Milk Marketing Federation (GCMMF), which markets milk
products under the Amul brand, is aggressively focusing on taking the brand to overseas markets.
In fact, Amul products are now available in shelves across several countries including the US,
China Australia, West Asian countries and those in Africa.
With an eye on both consumer (which includes products such as cheese, butter, ghee and
shrikhand) and commodity (skim milk and butter oil) exports, GCMMF is targeting export
revenues of about Rs. 200 crore this year.
"Exports of milk products from India have become lucrative now. With most countries having
reduced subsidies on milk products as per the WTO guidelines, milk products from India have
become competitive in international markets. Earlier, international prices were lower than Indian

13
prices. For our consumer products, we are targeting markets which have a large population of
non-resident Indians," Mr R.S. Sodhi, Head Marketing, GCMMF, said.
On the commodity exports front, GCMMF has tied up with dairies in other countries. Most of the
exports of skim milk and butter oil are to neighbouring countries, West Asia, Africa,
Afghanistan, China and Singapore.
Interestingly, China is emerging as a lucrative market for milk products exports. "China is a net
importer of milk products. Also, the per capita consumption of dairy products in China is one-
fourth of that in India with demand growing at 33 per cent," Mr Sodhi said.
However, exporting to the European countries is still a tough task due to the number of non-tariff
barriers in place.
India is the world's largest producer of milk with production growing at 4.5 per cent annually.
The Milk King:-
With Amul stepping into the market, tricity customers will have more options to buy quality milk
at competitive rates. Earlier, Verka --- being the biggest player in the organised sector --- used to
dictate milk prices but now with another option available, prices would remain under
control.Competition will ensure quality, say experts.
Dairy farmers all smiles
Dairy farmers are likely to get better procurement price for their produce. It will also give a
much-needed boost to the dairy industry.
Amul pays Rs 565 per kg fat along with bonus to its suppliers, while Verka pays around Rs 520.
“Verka will have to improve its quality and increase its procurement rates to retain suppliers. As
of now, Amul is not procuring directly from dairyfarmers and is banking on contractors for
supply. But once they start procurement from dairy farmers, it would definitely make things
difficult for Verka,” said a former chairman of Verka milk plant.
Amul made its first plant functional in Batala in Gurdaspur district in November 2014. Most of
its procurement is being done from Batala from where the milk is sent for packaging to a plant in
Khamano in Fatehgarh Sahib district.

14
Growth and Profitability:-
Dairy major Amul on Saturday reported an 18 per cent increase in turnover at Rs. 27,085 crore
for the last fiscal on an across-the-board sales increase.
Gujarat Co-operative Milk Marketing Federation (GCMMF), which markets Amul brand of milk
and dairy products, had posted a turnover of Rs. 22,972 crore.
The turnover of GCMMF has increased by about 3.5 times in the last seven years.
"We have achieved volume sales growth in all product categories," said R S Sodhi, Managing
Director, and GCMMF.
Pouch milk, the highest turnover product, has shown volume growth in double digits while
products like butter, ghee, ice cream, UHT milk, flavoured milk, paneer and fresh cream have
also registered a double-digit growth.
Sodhi asserted that there was no negative impact of demonetisation on its business.
He added that member unions of GCMMF have opened more than 12.5 lakh new bank accounts
for milk producer members and their almost entire payment is channelized
GCMMF has been achieving a compound annual growth rate (CAGR) of more than 20 per cent
for the last seven years because of higher milk procurement, continuous expansion in terms of
adding new markets, launching of new products and adding new milk processing capacities
across India.
Amul plans to step up its milk processing capacity to 380 lakh litres per day, from the current
300 lakh litres, in the next three years, said Jethabhai Patel, Chairman, GCMMF.

15
Business:-
Joint Venture:-
Shares of Escorts Ltd were trading higher 4% at Rs. 139 on BSE Today. The Company in pact
with Amul Industries for manufacturing specialised tractors. Steeltrac is a specialised tractor
which is complimentary to general purpose tractors which can efficiently operations like
inter- weeding for farmers growing row- crops.
The stock opened at Rs. 134.35 as against the previous close of Rs. 134 on BSE. It has hit a
high of Rs. 140 and a low of Rs. 134 on BSE today.
Total traded quantity on the counter stood at over 1.85 lk shares on BSE.
Meanwhile, the benchmark BSE Sensex is trading at 28,879 up 97 points.
Dairy Products:-
Dairy products contribute close to 30% to Amul’s revenue. Britannia trades and markets dairy
products, and its dairy portfolio grew to 57% in 2000-01 and by 30% in 2001-02. Amul holds an
equity stake in Dynamix Dairy and outsources the bulk of its dairy products from its associate. Its
main competitors are Nestlé India, the National Dairy Development Board (NDDB), and Britannia
Industry Ltd.
Milk’s:-
The company's factories have an annual capacity of 36, 50, 00000 liters. The brand names of milks
include Amul Taaza, Amul Slim n Trim, Amul Gold, Amul Shakti, and Amul Tea Special.
Amul Taaza, the mass market brand, realized 55% of Amul milk revenues in 2006.

16
Out of the 400 million litres of milk that India produces per day, 160 million litres per day (48 per
cent) is retained by the producers for their own consumption. The surplus milk that is available for
sale is around 240 million litres per day (52 per cent) and out of that only 70 million litres per day
is being used by the organised sector - consisting of co-operatives such as Amul, Mother Dairy
(wholly-owned subsidiary of NDDB) and Nandini (a brand owned by the Karnataka Cooperative
Milk Producers Federation (KMF), as well as private sector players such as Nestle and Danone.
Over 170 million litres of the surplus milk continues to be with the unorganised sector, comprising
traditional doodhwalas. In value terms, the Indian milk economy is worth Rs 5 lakh crore, growing
at a CAGR of 15-16 per cent, out of which the organised milk economy is worth Rs 80,000 crore.
Over 80 per cent of milk consumption in India is that of liquid milk and over 55 per cent of the
revenue of large co-operatives, such as Amul and Nandini, comes from selling liquid milk. There
are still limited takers for value-added dairy products such as cheese, yogurts or flavoured milk,
but this is where much of the action is taking place today simply because of its higher margins,
and the ability to differentiate and introduce new products. Equally, the fact that the milk
cooperatives did not tap this market until the multinationals came in made it an area where the
competition was relatively equal.

17
Awards and recognition:-
 GCMMF (Amul) won the World Dairy Innovation Awards-2014 of Best Marketing
Campaign for its “Eat Milk with Every Meal” campaign. The finalists and winners in the
World Dairy Innovation Awards 2014 were announced on 17 June 2014 at the 8th Global
Dairy Congress in Istanbul, Turkey. Sh K. M Jhala, Chief General Manager, received the
award.
 Gujarat Cooperative Milk Marketing Federation Ltd. received Forbes India Leadership
Awards 2015 in the category of "Conscious Capitalist for the Year". Shri R S Sodhi,
Managing director, GCMMF received this prestigious award at a sparkling event held in
Mumbai on 30th
September, 2015.
 GCMMF (Amul) won the 12th BML Munjal Award - 2017 for “Business Excellence
through Learning and Development” in the Manufacturing - Public/Co-operative
Sector category. The Award & Citation were received by our MD from Shri Prakash
Javadekar, Hon’ble Union Minister of Human Resource Development during the
Mindmine Summit, and an Annual Flagship event of Hero Enterprise, held in New Delhi
on 20th April, 2017.

18
OBJECTIVE OF THE PROJECT
Amul industry in India in the organized sector produces around 70% of the total production, the
balance 30% being contributed by the others milk brands.
During the last seven years, Amul’s milk procurement prices to its farmer-members more than
doubled from Rs. 24.30 per liter for buffalo milk (Rs. 337 per kg fat) in 2009-10 to Rs. 49 per
liter (Rs. 680 per kg fat) in 2016-17. Since the cooperative’s total milk procurement also doubled
during this period, from 90.9 lakh liters per day to 176.5 lakh liters per day, this effectively
increased the income of its dairy farmers, four-fold in the last seven years.
Amul is currently procuring around 150 lakh liters of milk daily from around 35 lakh milk
producer members from over 18,500 villages.
This project is focused on the five main factors of a company, these are : -
 Comprehensive analysis of problems of Amul milk in the Retail market.
 Comprehensive analysis of problems of Amul milk in the Distributors market.
 Competitive analysis with other competitors in the Retail market.
 Competitive analysis with other competitors in the Distributors market.
 Customer preference survey for Amul milk and other milk brands.
I have done the first part of the project based on some parameters which are very effective to find
out the problems of Amul pouch milk in the retail market and distributors market. Those
parameters and the importance of the parameters are:-
 Preference for incentives: Amul does not has its own point and cash or schemes system
as their incentives. Some of the shopkeepers want scheme and some of them want extra
pouch packets in every caret. This problem has to be recovered to maintain a healthy
relation with the shopkeepers.
 Delivery: A survey was conducted to understand the delivery related problems in retail
and multivendor market. It is very important problem and it has to be recovered very fast
because if delivery of the ordered products are not placed within time then availability of
the product goes down which results decrease of, to off take and market share.
 The segment of pouch milk which consists of high rate of customer demand but low
rate of delivery system: A Survey was conducted in retail market to understand that which
segment of pouch milk has higher demand but lower availability.

19
Second part of the project is the most important part that is customer survey. Customer survey
plays a vital role in case of market survey for a company and competition mapping against
another company. Customers are the key player for a company to retain in the market. A survey
was conducted for getting the result of customers need and objection about the products of a
company. This survey was conducted based on the customer preference of a company based
on several parameters and reasons of their buying. Customer survey is one of the important
tools to understand the current market scenario for the company. Those parameters and the
importance of the parameters are :
 Customer preference survey between Amul milk and Others milk brand: A customer
preference survey was conducted between Amul pouch milk and others milk brand. Amul
pouch milk holds majority of the market share and others milk brand holds 30% of the
region revenue.
 Reasons for buying:-
Price: Price is one of the most important parameter for buying a product because a FMCG
like pouch milk, customers use daily basis so they focus on the price for the affordability
of the product.
Quality: A survey was conducted on the basis of the quality of the product. This survey
has been conducted to understand that how does quality of a product affect on the point of
purchase. It depends on the contain of the products which a customer can see and gather
the idea of the quality of the product.
Brand value: Brand is basically a name. In case of Amul milk which itself carries its brand
value. Customers trust the brand so they buy the products. Amul pouch milk and others
milk brands have different brand of milk still people believe that in case of milk its Amul
rather than others.
Taste: Taste is also an important parameter for consumer choice. Switching of customer
from one brand to another due to change of taste. Consumer expectations have highlighted
the strong links between what consumers expect from the product and their resulting
perception of liking.
Variety: Drinking is varied means drinking a variety of milk from each milk groups daily.
Here socio economic classification also plays a vital role because every company has his
different types of milk like Toned, D ouble Toned, Standard, and Tea special products.

20
RESEARCH METHODOLOGY
Introduction:-
The process used to collect information and data for the purpose of making project decision is
called research methodology. The methodology may include interactions, surveys, and other
research techniques and could include both present and historical information. This project was
conducted through interactions of shopkeepers based on some parameters in questionnaire form
and customer survey was conducted to understand the preference of customers.
Mechanics:-
Place:-
 The survey was conducted to the outlets of retail market and different shops of wholesale
multivendor market.
 I visited to the different outlets of South Kolkata for retail market survey to collect the data.
 I visited to the different shops of multivendor, Distributors market at Lake Gardens,
Jadavpur, New Alipore, Dhakuria, Haltu, etc. for the survey.
Lake Gardens, Jadavpur

21
Sample size: -
I have visited more than 150 outlets and for the consumer preference my sample size is 120
including retail and distributors or ADA market.
Time of completion of project:-
Total days of completion of project is 70 days.
Presentation of data:-
 At first the primary data are accumulated from the shopkeepers and the customers.
 Secondary data are used for industry and company over view.
 The data are presented statistically with the help of Microsoft Excel.
Comprehensive analysis of Amul pouch milk in Retail market:-
Date=
5/05/20
17 to
13/05/2
017 ADA Name= Papun Stores
Location= Lake Gardens, Jodhpur Gardend, Poddarnagor,
Katjunagor, Vikramgarh
O/L
Name Location
Contact
Person
Contact
No.
Type of
Shop
Classificat
ion Milk Type Milk Brand
Jhimli
Stores
Jodhpur
Garden
Jhimli
Chatterje
e
9831622
14
Grocery
TM(200/50
0/5K
DTM(300/5
00) FC(500)
D(200/400/
1K)
Quick
Courier
Service
Jodhpur
Garden
Dipak
Saha
9831553
231
Grocery
TM(200/50
0/5K
DTM(300/5
00) FC(500)
D(200/400/
1K)

22
SM
Stores
Jodhpur
Garden
Mintu
Das
9903391
960
Grocery
TM(200/50
0/5K
DTM(300/5
00) FC(500)
D(200/400/
1K)
Shaoni
Stores
Jodhpur
Garden
Ankan
Manna
9831566
171
Grocery
TM(200/50
0/5K
DTM(300/5
00) FC(500)
D(200/400/
1K)
Metro
Shri
Govinda
Bhandar
Jodhpur
Garden
Purnima
Chakrabo
rty
9831956
262
Grocery
TM(200/50
0/5K
DTM(300/5
00) FC(500)
D(200/400/
1K)
Hari OM
Bhandar
Lake
Gardens
Suresh
Prasad
2422400
6
Grocery
TM(200/50
0/5K
DTM(300/5
00) FC(500)
D(200/400/
1K)
Metro
Bapi Tea
Lake
Gardens
Bapi
9007222
579
Grocery
TM(200/50
0/5K
DTM(300/5
00) FC(500)
D(200/400/
1K)
Red Cow
Ghor
Songsar
Rajendr
a Prasad
Colony
Jaganath
Majumde
r
9432642
708
Grocery
TM(200/50
0/5K
DTM(300/5
00) FC(500)
D(200/400/
1K)
Ankita
Stores
Rajendr
a Prasad
Colony
Ranjit
Kumar
Shaw
Grocery
TM(200/50
0/5K
DTM(300/5
00) FC(500)
D(200/400/
1K)
Metro

23
Ajit
Kumar
Shaw
Rajendr
a Prasad
Colony
Ajit
kumar
Shaw
9231587
425
Grocery
TM(200/50
0/5K
DTM(300/5
00) FC(500)
D(200/400/
1K)
Metro
(Milk+Dahi)
Lokenat
h Store
Rajendr
a Prasad
Colony
Nantu
Chakrabo
rty
9433795
503
Grocery
TM(200/50
0/5K
DTM(300/5
00) FC(500)
D(200/400/
1K)
SS Store
Rajendr
a Prasad
Colony
Surendra
Shaw
8481030
354
Grocery
TM(200/50
0/5K
DTM(300/5
00) FC(500)
D(200/400/
1K)
Red Cow
(Milk+Dahi)
Lokenat
h
Bhandar
Rajendr
a Prasad
Colony
Nandalal
Shaw
Grocery
TM(200/50
0/5K
DTM(300/5
00) FC(500)
D(200/400/
1K)
Metro
(Milk+Dahi)
C L Shaw
Prince
Golam
Shah
Road
Tulsi
Shaw
9674594
474
Grocery
TM(200/50
0/5K
DTM(300/5
00) FC(500)
D(200/400/
1K)
Metro
(Milk+Dahi)
Pal Store
Lords
More
Prasenjit
Pal
9903391
990
Grocery
TM(200/50
0/5K
DTM(300/5
00) FC(500)
D(200/400/
1K)
Madhuri
store
Lords
More
satish
Gupta
9681202
953
Grocery
TM(200/50
0/5K
DTM(300/5
00) FC(500)
D(200/400/
1K)

24
Smriti
Store
Lords
More
Mamata
Pal
8017225
601
Grocery
TM(200/50
0/5K
DTM(300/5
00) FC(500)
D(200/400/
1K)
Kitchen
Variety
Poddar
Nagor
Sougata
Homroy
9674426
612
Grocery
TM(200/50
0/5K
DTM(300/5
00) FC(500)
D(200/400/
1K)
Metro Milk
New
Jagadhat
ri
Bhandar
Poddar
Nagor
Nirmal
Battacha
rjee
9748131
888
Grocery
TM(200/50
0/5K
DTM(300/5
00) FC(500)
D(200/400/
1K)
Tara
Maa
Bhandar
Poddar
Nagor
S.
Mukherj
ee
8296577
144
Grocery
TM(200/50
0/5K
DTM(300/5
00) FC(500)
D(200/400/
1K)
Ashok
Kumar
Dey
Poddar
Nagor
Ashok
Kumar
Dey
9903684
174
Grocery
TM(200/50
0/5K
DTM(300/5
00) FC(500)
D(200/400/
1K)
Nandi
Traders
Poddar
Nagor
Pirulal
Nandi
9933740
000
Grocery
TM(200/50
0/5K
DTM(300/5
00) FC(500)
D(200/400/
1K)
Lokenat
h
Enterpri
ze
Katju
Nagor
Gourang
o
Chakrabo
rty
9831004
012
Grocery
TM(200/50
0/5K
DTM(300/5
00) FC(500)
D(200/400/
1K)

25
Bhagoba
ti Store
Katju
Nagor
Somlesh
Shaw
Grocery
TM(200/50
0/5K
DTM(300/5
00) FC(500)
D(200/400/
1K)
Maa
Bhagmat
i Store
Katju
Nagor
Santosh
Shaw
9831628
529
Grocery
TM(200/50
0/5K
DTM(300/5
00) FC(500)
D(200/400/
1K)
Metro Milk
Rupam
Store
Katju
Nagor
Rupam
Das
9636980
772
Grocery
TM(200/50
0/5K
DTM(300/5
00) FC(500)
D(200/400/
1K)
Metro Milk
Raju
Store
Katju
Nagor
Rajendra
Prasad
Shaw
9830754
778
Grocery
TM(200/50
0/5K
DTM(300/5
00) FC(500)
D(200/400/
1K)
Metro Milk
New
Lakhsmi
Narayan
Lake
Gardens
Tapan
Saha
9831278
931
Grocery
TM(200/50
0/5K
DTM(300/5
00) FC(500)
D(200/400/
1K)
Sandip
Store
PA Shah
Sandip
Saha
9836159
238
Grocery
TM(200/50
0/5K
DTM(300/5
00) FC(500)
D(200/400/
1K)
Kotha
Chhilo
PA Shah
Gopal
Gosh
9874284
314
Grocery
TM(200/50
0/5K
DTM(300/5
00) FC(500)
D(200/400/
1K)

26
Bikash
Bhandar
Rajendr
a Prasad
Colony
Bikash
Kumar
Shaw
9903842
073
Grocery
TM(200/50
0/5K
DTM(300/5
00) FC(500)
D(200/400/
1K)
Metro(MILK+D
ahi) Red
Cow(Milk)
Lakhan
Shaw
Lake
Gardens
Lakhan
Shaw
9038727
509
Grocery
TM(200/50
0/5K
DTM(300/5
00) FC(500)
D(200/400/
1K)
Saha
Store
Lake
Gardens
Subhas
Saha
9836106
843
Grocery
TM(200/50
0/5K
DTM(300/5
00) FC(500)
D(200/400/
1K)
Metro(Milk)
Lakshmi
Store
Lake
Gardens
Binod
Agarwal
2417057
0
Grocery
TM(200/50
0/5K
DTM(300/5
00) FC(500)
D(200/400/
1K)
Mahade
v Store
Lake
Gardens
Akash
9038355
616
Grocery
TM(200/50
0/5K
DTM(300/5
00) FC(500)
D(200/400/
1K)
Munna
Store
Lake
Gardens
Munna
Dutta
9831553
212
Grocery
TM(200/50
0/5K
DTM(300/5
00) FC(500)
D(200/400/
1K)
Proyajan
i
Lake
Gardens
M/S
Geeta
Ghosh
2422727
2
Grocery
TM(200/50
0/5K
DTM(300/5
00) FC(500)
D(200/400/
1K)

27
New
Shiv
Bhandar
Lake
Gardens
Bablu
Saha
8697307
891
Grocery
TM(200/50
0/5K
DTM(300/5
00) FC(500)
D(200/400/
1K)
Dey
Store
Jodhpur
Garden
Sujit Dey
9051979
211
Grocery
TM(200/50
0/5K
DTM(300/5
00) FC(500)
D(200/400/
1K)
Jaya
Store
Jodhpur
Garden
Jaya
9830308
657
Grocery
TM(200/50
0/5K
DTM(300/5
00) FC(500)
D(200/400/
1K)
Lokenat
h Store
Jodhpur
Garden
Birendra
Kumar
Dipak
9748318
728
Grocery
TM(200/50
0/5K
DTM(300/5
00) FC(500)
D(200/400/
1K)
Das
Store
Jodhpur
Garden
Rinku
Das
7439011
584
Grocery
TM(200/50
0/5K
DTM(300/5
00) FC(500)
D(200/400/
1K)
Tulsi
Shaw
Jodhpur
Garden
Sanjay
Shaw
9903693
724
Grocery
TM(200/50
0/5K
DTM(300/5
00) FC(500)
D(200/400/
1K) Metro(Milk)
Rup
Store
P.G.M
Shah
Road
Swapan
Das
9903841
628
Grocery
TM(200/50
0/5K
DTM(300/5
00) FC(500)
D(200/400/
1K)

28
Bose
Brothers
Poddar
Nagor
Souvik
Bose
9748644
198
Grocery
TM(200/50
0/5K
DTM(300/5
00) FC(500)
D(200/400/
1K)
Dey
Store
Katju
Nagor
Ratan
Dey
9748446
281
Grocery
TM(200/50
0/5K
DTM(300/5
00) FC(500)
D(200/400/
1K)
M/S
Shreya
Store
Katju
Nagor
Santanu
Chatterje
e
9062882
255
Grocery
TM(200/50
0/5K
DTM(300/5
00) FC(500)
D(200/400/
1K)
Maity
Milk
Center
Jadavpu
r 8B
Susanta
Maity
9831583
547
Milk
Center
TM(200/50
0/5K
DTM(300/5
00) FC(500)
D(200/400/
1K)
Red
Cow/Metro/M
other Dairy
(Milk+Dahi)
Kanika
Store
Poddar
Nagor
Sishir
Bhadra
7890318
115
Grocery
TM(200/50
0/5K
DTM(300/5
00) FC(500)
D(200/400/
1K)
Metro(Milk)
Daily
Needs
Vikramg
arh
Pradip
Das
9433187
442
Grocery
TM(200/50
0/5K
DTM(300/5
00) FC(500)
D(200/400/
1K)
Metro(Milk)
Middle
Point
Vikramg
arh
Ujjal
Nandi
9477914
174
Grocery
TM(200/50
0/5K
DTM(300/5
00) FC(500)
D(200/400/
1K)
Metro(Milk)

29
Shree
Guru
Bhandar
Vikramg
arh
Symanta
Nandi
Grocery
TM(200/50
0/5K
DTM(300/5
00) FC(500)
D(200/400/
1K)
Metro(Milk)
Variety
Store
Vikramg
arh
Ranjit
Deb
9830846
768
Grocery
TM(200/50
0/5K
DTM(300/5
00) FC(500)
D(200/400/
1K)
Matri
Bhandar
Vikramg
arh
Joydeb
Dey
Grocery
TM(200/50
0/5K
DTM(300/5
00) FC(500)
D(200/400/
1K)
Lokenat
h
Enterpri
ze
Vikramg
arh
Sunil Das
9874959
714
Grocery
TM(200/50
0/5K
DTM(300/5
00) FC(500)
D(200/400/
1K)
New
Annapur
na Store
Vikramg
arh
Kajal
Bhowmik
8961816
017
Grocery
TM(200/50
0/5K
DTM(300/5
00) FC(500)
D(200/400/
1K)
Mallik
Store
Vikramg
arh
Kartick
Mallik
9874703
725
Grocery
TM(200/50
0/5K
DTM(300/5
00) FC(500)
D(200/400/
1K)
Metro(Milk)
Green
Corner
Vikramg
arh
Nantu
Saha
Grocery
TM(200/50
0/5K
DTM(300/5
00) FC(500)
D(200/400/
1K)
Metro(Milk)

30
Lokenat
h Store
New
Vikramg
arh
Joy Saha
9748512
698
Grocery
TM(200/50
0/5K
DTM(300/5
00) FC(500)
D(200/400/
1K)
Metro(Milk)
Shree
Guru
Store
New
Vikramg
arh
Shiv Nath
9804884
806
Grocery
TM(200/50
0/5K
DTM(300/5
00) FC(500)
D(200/400/
1K)
Shree
Guru
Bhandar
New
Vikramg
arh
Samir
Chandra
Das
Grocery
TM(200/50
0/5K
DTM(300/5
00) FC(500)
D(200/400/
1K)
Shiv
Sakti
Store
New
Vikramg
arh
Arjun
Dey
9748471
694
Grocery
TM(200/50
0/5K
DTM(300/5
00) FC(500)
D(200/400/
1K)
Metro
(Milk+Dahi)
Mahama
ya Store
New
Vikramg
arh
Swapan
Das
Grocery
TM(200/50
0/5K
DTM(300/5
00) FC(500)
D(200/400/
1K)
Metro(Milk)
Jodhpur
Chaki
Stores
Jodhpur
Garden
B. Lama
2483052
8
Grocery
TM(200/50
0/5K
DTM(300/5
00) FC(500)
D(200/400/
1K)
Ashoke
Gupta
Govinda
pur
Ashoke
Gupta
9874172
913
Grocery
TM(200/50
0/5K
DTM(300/5
00) FC(500)
D(200/400/
1K)
Mother Dairy

31
DC
Concept
Foods
Dhaka
Kalibari
Debasish
Bose
9477870
667
Confectio
nery
TM(200/50
0/5K
DTM(300/5
00) FC(500)
D(200/400/
1K)
Metro
Debilal
Shaw
H.P.
Dutta
Lane
Debilal
Shaw
9681796
557
Grocery
TM(200/50
0/5K
DTM(300/5
00) FC(500)
D(200/400/
1K)
Metro
(Milk+Dahi)
Competitive analysis between Amul pouch milk and others milk brands in retailers
Market:-
Retail List
ADA: Papun Stores FFR:
SL.
No.
Name of
Outlet
Contact
Number Address Type(Outlet/Vendor)
Sale of
Amul
Milk(lit)
Sale of
other
Milk(lit)
1
Bikash
Bhandar
9903842073
Rajendra
Prasad
Colony
Grocery
25 lt 15 lt
2
Quick Courier
Service
9831553231
Jodhpur
Garden
Grocery
20 lt
3
SM Stores 9903391960
Jodhpur
Garden
Grocery
29 lt
4
Shaoni Stores 9831566171
Jodhpur
Garden
Grocery
15 lt
10 lt
5
Shri Govinda
Bhandar
9831956262
Jodhpur
Garden
Grocery
20 lt
6
Hari OM
Bhandar
24224006 Lake Gardens Grocery
38 lt
10 lt
7
Ghor Songsar 9432642708
Rajendra
Prasad
Colony
Grocery
20 lt
8
Ajit Kumar
Shaw
9231587425
Rajendra
Prasad
Colony
Grocery
5 lt 1.5 lt

32
9
Lokenath
Store
9433795503
Rajendra
Prasad
Colony
Grocery
10 lt
10
SS Store 8481030354
Rajendra
Prasad
Colony
Grocery
33 lt 10 lt
11
Lokenath
Bhandar
Rajendra
Prasad
Colony
Grocery
25 lt 5 lt
12
C L Shaw 9674594474
Prince Golam
Shah Road
Grocery
43 lt 10 lt
13 Pal Store 9903391990 Lords More Grocery 45 lt
14 Madhuri store 9681202953 Lords More Grocery 10 lt
15 Smriti Store 8017225601 Lords More Grocery 20 lt
16
Kitchen
Variety
9674426612 Poddar Nagor Grocery
46 lt 10 lt
17
New
Jagadhatri
Bhandar
10 lt
18
Tara Maa
Bhandar
20 lt
19
Ashok Kumar
Dey
25 lt
20 Nandi Traders 9933740000 Poddar Nagor Grocery 20 lt
21
Lokenath
Enterprize
9831004012 Katju Nagor Grocery
29 lt
22
Bhagobati
Store
Katju Nagor Grocery
38 lt
23
Maa Bhagmati
Store
52 lt 15 lt
24 Rupam Store 9636980772 Katju Nagor Grocery 15 lt 5 lt
25 Raju Store 9830754778 Katju Nagor Grocery 29 lt 6 lt
26
New Lakhsmi
Narayan
55 lt
27 Sandip Store 9836159238 PA Shah Grocery 13 lt
28 Kotha Chhilo 9874284314 PA Shah Grocery 27 lt 12 lt
29
Jhimli Stores 983162214
Jodhpur
Garden
Grocery
10 lt
30 Lakhan Shaw 9038727509 Lake Gardens Grocery 15 lt
31 Saha Store 9836106843 Lake Gardens Grocery 10 lt 20 lt
32 Lashmi Store 24170570 Lake Gardens Grocery 43 lt
33
Mahadev
Store
10.5 lt
34 Munna Store 9831553212 Lake Gardens Grocery 7.5 lt

33
35 Proyajani 24227272 Lake Gardens Grocery 15 lt
36
New Shiv
Bhandar
25 lt
37
Dey Store 9051979211
Jodhpur
Garden
Grocery
34 lt
38
Jaya Store 9830308657
Jodhpur
Garden
Grocery
21 lt
39
Lokenath
Store
9748318728
Jodhpur
Garden
Grocery
20 lt
40
Das Store 7439011584
Jodhpur
Garden
Grocery
25 lt
41
Tulsi Shaw 9903693724
Jodhpur
Garden
Grocery
20 lt 5 lt
42
Rup Store 9903841628
P.G.M Shah
Road
Grocery
39 lt
43 Bose Brothers 9748644198 Poddar Nagor Grocery 15 lt
44 Dey Store 9748446281 Katju Nagor Grocery 10 lt
45
M/S Shreya
Store
10 lt
46
Maity Milk
Center
9831583547 Jadavpur 8B Milk Center
210 lt 130 lt
47 Kanika Store 7890318115 Poddar Nagor Grocery 10 lt 5 lt
48 Daily Needs 9433187442 Vikramgarh Grocery 5 lt 10 lt
49 Middle Point 9477914174 Vikramgarh Grocery 15 lt 10 lt
50
Shree Guru
Bhandar
Vikramgarh Grocery
8 lt 10 lt
51 Variety Store 9830846768 Vikramgarh Grocery 20 lt
52 Matri Bhandar Vikramgarh Grocery 6 lt
53
Lokenath
Enterprize
9874959714 Vikramgarh Grocery
5 lt
54
New
Annapurna
Store
8961816017 Vikramgarh Grocery
14 lt
55 Mallik Store 9874703725 Vikramgarh Grocery 10 lt 10 lt
56 Green Corner Vikramgarh Grocery 20 lt 10 lt
57
Lokenath
Store
9748512698
New
Vikramgarh
Grocery
5 lt 10 lt
58
Shree Guru
Store
9804884806
New
Vikramgarh
Grocery
11 lt
59
Shree Guru
Bhandar
New
Vikramgarh
Grocery
5 lt
60
Shiv Sakti
Store
9748471694
New
Vikramgarh
Grocery
10 lt 10 lt

34
61
Mahamaya
Store
New
Vikramgarh
Grocery
8 lt 10 lt
62
Jodhpur Chaki
Stores
24830528
Jodhpur
Garden
Grocery
70 lt
63 Ashoke Gupta 9874172913 Govindapur Grocery 50 lt 15 lt
64
DC Concept
Foods
9477870667
Dhaka
Kalibari
Confectionery
15 lt 7.5 lt
65
Debilal Shaw 9681796557
H.P. Dutta
Lane
Grocery
30 lt 6 lt
TOTAL AMUL,
1594
TOTAL OTHERS,
378
RATIO(LTRS)
Papun Market

35
Competitive analysis between Amul milk and others brand milk under another
distributors:-
Retail List
ADA: Anurag Enterprize FFR:
SL.
No. Name of Outlet
Contact
Number Address Type(Outlet/Vendor)
Sale of
Amul
Milk(lit)
Sale of
other
Milk(lit)
1
Pampa Stores 9474663367
Jodhpur
Colony
Pan Shop 45 lt
15 lt
2
Maa Laksmi
Stores 8240143996
Jodhpur
Colony Small Grocery 37 lt 10 lt
3
Shree Guru
Bhander 9051834270
Lake
Gardens Grocery 39.5 lt 20 lt
4
Jai Maa Kali
Bhander(North) 9903834759
Lake
Gardens Grocery 32.5 lt
5
Jai Maa Kali
Bhander(South) 9674416305
Lake
Gardens Grocery 25 lt 10 lt
6 S. N. Saha 9038057794 Jodhpur Grocery 19 lt
7 Proyojon 9830061556
Lake
Gardens
Station
Milk Center + Home
Delivery 150 lt 30 lt
8
Basu Dev
Bhander 24224580
Lake
Gardens Grocery 15 lt
9
Satyanarayan
Bhander 9874307012
Lake
10 Suresh Stores 9681811876
Jodhpur
Colony Grocery 72.5 lt 10 lt
11 Bapi Tea 9007222579
Lake
Gardens
(Super
Market) Tea Shop 122.5 lt 55 lt
12
New Shri
Krishna
Bhander 9883250936
Lake
13
Jagadish
Mondal 7044791268 Swiss Park
Grocery + Home
Delivery 130 lt 65 lt

36
14
Purnima
Education
Stores 9903686443
Pankojamini
Chatterjee
Road Grocery + Education 50 lt 12.5 lt
15 Padma Stores 9831388348
P.A. Shah
Road Stationery 53 lt
16 Gitanjali Stores 9831727927
67, P.A.
Shah Road Grocery 51.5 lt
17 Fresh Zone 9836062745
Rassa Road
3 Lane Grocery 87.5 lt
18
Maa Laksmi
Bhander 9831854467
Golf Club
Road Grocery 40 lt
19 Meera Stores 9831751072
H.P Dutta
Lane Grocery 28 lt 10 lt
20 Ashoke Shaw
H.P Dutta
Lane Grocery 23 lt 16 lt
21
Tumpa Grocery
Shop 7890935695 Golf Garden Stationery 40 lt 30 lt
22 Umesh Stores 7278404602
H.P Dutta
Lane Grocery 15 lt
23 Gopal Saha 9830560398
H.P Dutta
Lane Grocery 16 lt
24 Matri Bhander 9163558879
H.P Dutta
Lane Grocery 18.5 lt
25 Babulal Stores 9830829209 Santi Pally Stationery 153 lt
26 Laksmi Stores 9674290919 Golf Garden Grocery 27.5 lt
27
Maha Laksmi
Stores 9674867220 Golf Garden Grocery 17.5 lt 10 lt
28 Babai Stores 9432151739
H.P Dutta
Lane Grocery 25 lt 21 ltr
29 Shymlal Shaw 9681646096
CIT Quarter,
P.A. Shah Grocery 47.5 lt 15 lt
30 Jakiruddin 9681025253
Lake
Gardens
(Super
Market) Grocery 107.5 lt 60 lt
31 Pitambar 9830891278
Lake
32
Sona (Ghori
Ghor) 9883138882
Tollygonj
Phari Stationery + Grocery 135 lt
33 Das 9830186708
Charu
Market Grocery 141 lt
34
S.C.K (Sree
Charan Kundu) 9836143453
Charu
Market Grocery 78.5 lt 40 lt

37
35 Saha S T 7890655303
Lake
36 Babu 9831541653
P.A. Shah
Road
Vendor (Home
Delivery) 41.5 lt
37 Sambhu 7890678447
P.A. Shah
Road
Vendor (Home
Delivery) 47 lt
38 R.N Lal 9051451040
Lake
39 L.N Bhagat 9903558871
Lake
40 Parbati Stores
Lake
Gardens Grocery 12.5 lt
41 Krishna Stores 7685360167
Jodhpur
Gardens Confectionery 30 lt
43 Barnali
P.A. Shah
Road Grocery 20 lt
44 Utkal Pan Shop 8450092781
P.A. Shah
Road Pan Shop 80 lt
45 Kali Bhander 9330943260
P.A. Shah
Road CIT
Market Grocery 45 lt 20 lt
46 Mini Stores 9007918965
H.P Dutta
Lane Grocery 12.5 lt
47 Raja Stores 9903392009
Anjuman
Aara Brgum
Row Pan + Cigerett Shop 21 lt
48 New Sansarik
Anjuman
Aara Brgum
Row Grocery 14 lt
49 Babun Stores 9831153505
Anjuman
Aara Brgum
Row Grocery 13 lt
50 Rakamari 9831719774 R.P Colony Grocery 10 lt
51 Bharat Stores 9836540177
Golf Club
Road Small Grocery 30 lt
52 Bapi Stores 9051796619
Golf Club
Road Small Grocery 23.5 lt
53 Matri Bhander 7278959252 R.P Colony Grocery 50 lt
54
Annapurna
Stores 9748949961
Lake
Gardens
Super
Market Grocery 20 lt
55
Basu Deb
Bhander
Lake
Gardens
Super
Market Grocery 12.5 lt 5 lt

38
56 Matri Bhander 9874484411
Lake
Gardens
Super
Market Grocery 25 lt 10 lt
57
Taraknath
Stores 9883104170
Lake
58
Goutam Pan
Shop 9903777714 CIT Market Pan + Cigerett Shop 10 lt
59
Hari Om
Bhander
24224006 Lake
60
Lakshmi Store 24170570
Lake
61
Munna Store 9831553212
Lake
Gardens Tea Shop 5 lt 2.5 lt
62
New Lakhsmi
Narayan
9831278931 Lake
2741.5
780
Ratio( ltrs)
Amul Total Others Total
Anurag Enterprise (Bapi Daa)

39
DATA ANALYSIS
“MARKET DEVELOPMENT OF AMUL POUCH MILK: CLUSTER APPROACH”
 It all began when milk became a symbol of protest
 Founded in 1946 to stop the exploitation by middlemen
 Inspired by the freedom movement
In 1946, the farmers of this area went on a milk strike refusing to be cowed down by the cartel.
Under the inspiration of Sardar Patel, and the guidance of leaders like Morarji Desai and
Tribhuvandas Patel, they formed their own cooperative in 1946.
The analysis and interpretation of the data involves the analyzing of collected data and
interpreting it with pictorial presentation such as bar charts and pie charts.
1. Which milk do you consume?
Options No. of respondent % of respondent
Pouch milk 70 95%
Loose milk 10 5%
Both 0 0%
88%
12% 0
% of Respondent
Pouch Milk Loose Milk Both

40
2. Customer’s monthly expenditure in milk (in Rs.)
Response No. of Respondent % of respondent
500-1000 50 70%
1000-1500 20 25%
1500 above 10 5%
63%
25%
12%
% of Respondent
500-1000 1000-1500 1500 above

41
3. Reasons for switching Amul to others brand.
Quality Taste Price Not
available
Others
18 10 15 3 3
0
10
20
30
40
50
60
Quality Taste Price Not Available
53
40
10
7

42
4. Are you satisfied with the milk that you are consuming?
Response No. of Responded % of Responded
Yes 55 68.75%
No 25 31.25%
68.75%
31.25%
% of Responded
Yes No

43
5. Do you think that the price of the product is higher than the competitor’s product?
Response No. of Responded % of Respondent
Strongly Agree 25 41.67%
Strongly Disagree 10 16.67%
Agree 20 33.33%
Neither 5 8.33%
41.67%
16.67%
33.33%
8.33%
% of Respondent
Strongly Agree Strongly Disagree Agree Neither

44
6. If you buy Amul pouch milk, then which pack u purchase?
a) Amul Taaza
b) Amul Slim n Trim
c) Amul Gold
d) Amul Shakti
Respose No. of Responded % of Responded
Taaza 45 56.25%
Gold 20 25%
Slim n Trim 10 12.50%
Shakti 5 6.25%
56.25%
25%
12.50%
6.25%
% of Responded
Taaza Gold Slim n Trim Shakti

45
7. Preference of Retailers to milk brand.
Brands Respondants
Amul 20
Red Cow 16
Metro 14
Mother Dairy 13
0
2
4
6
8
10
12
14
16
18
20
Amul Red Cow Metro Mother Dairy
20
16 14 13
Respondants

46
8. Ratings from customers for attributes of Amul milk.
Rating Quality Brand Image Availability Packaging Price
Very Good 18 25 16 5 6
Good 9 5 9 2 13
Average 3 0 0 15 11
Bad 0 0 5 8 0
Very Bad 0 0 0 0 0
Total 30 30 30 30 30
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Very Good Good Average Bad Very Bad Total
18 9
3
0 0
30
25
5
0
0 0
30
16
9
0
5
0
30
5
2
15
8
0
30
6
13 11
0
0
30
Attributes Ratings
Quality Brand Image Availability Packaging Price

47
9. Data Analysis for Umbrella Promotion:-
Store name Sales(ltr)
Initially Day 1 Day 2 Day 3 Day 4 Day 5 Day 6
Netai Saha 0 10 5 5 5 6 8
Swapna 5 15 15 15 15 7 6
Tulsi Bhander 7 5 20 15 15 10 17
Sinha Tea Co. 10 30 25 25 25 12 13
Debraj Saha 15 10 10 8 8 15 11
Netai Saha
Swapna
Tulsi Bhander
Sinha Tea Co.
Debraj Saha
0
5
10
15
20
25
30
Initially Day 1
Day 2
Day 3
Day 4
Day 5
Day 6Sales(ltr)
Netai Saha Swapna Tulsi Bhander Sinha Tea Co. Debraj Saha

48
10. Interest of retailers for new outlet opening for Amul milk.
Answer No. of respondents % of Responded
Yes 28 16.47%
No 142 83.53%
Interpretation:-
 Graph represents the interest of the retailers to open new outlet for Amul milk.
The question asked to increase the retail coverage
 Most of the retailers were not interested.
 Only 16.47% of the retailers wants to take Amul milk.
16.47%
83.53%
% of Responded
Yes No

49
11. Interest of retailers in opening an Amul Parlor (APO).
Answer No. of Respondent % of Respondent
Yes 15 13%
No 103 87%
Interpretation:-
 The Graph shows that very less number of retailers were ready to open
APO
13%
87%
% of Respondent
Yes No

50
12. Customer’s expectation from Amul Milk.
Interpretation:-
 The question asked to the retailers where the Amul milk is being sale, and
tried to collect feedback of customers about Amul milk.
 More customers were having complaints about the spoiling and increasing
milk expiry date.
 Some customers were not happy with quality of Amul Milk.
Attributes Respondents
Good Quality 55
Spoiling 42
Validity 43
Respondents
Good Quality Spoiling Validity
55
42 43
RESPONDENTS

51
SWOT ANALYSIS OF AMUL
Strengths:-
 The Company is having Indian origin thus creating feeling of oneness in the mind
of the customers.
 If manufactures only milk and milk products, which is purely vegetarian thus
providing quality confidence in the minds of the customers.
 It is aiming at rural segment, which covers a large area of loyal customers, which
other companies had failed to do.
 People are quite confident for the quality products provided by Amul.
 Amul has its base in India with its butter and so can easily promote chocolates
without fearing of loses.
Weaknesses:-
 There are various competitive players in the chocolate market, which acts as
major competitors restricting their growth.
 Leakage problem in pouch milk. No schemes are provided by the company to the
distributors and the retailers also.
 There is a huge problem in distribution channel in India.
 Less profit margin compared to the others milk brands.
Opportunities:-
 There is a lot of potential for growth and development as huge population stay in
rural market where other companies are not targeting.
 The milk market is at growth stage with very less competition, so by introducing
new brand and incentive advertising there can be a very good scope in future.
Threats:-
 The major threats is from other companies who hold the majority share of
consumers in Indian market i.e. Red Cow, Metro, and Mother Dairy.
 There exists no brand loyalty in the milk market and consumers frequently sfit
their brands.
 The biggest threats for Amul milk is Reliance milk entering in milk market.

52
OBSERVATION AND FINDING
 Retailers:-
 Retailers are not interested because they don’t have storage facility but if
company provides them such facility they will be sale Amul milk.
 Because of low profit margin almost all retai8lers are not interested in Amul milk
for selling.
 On questions, why retailers are not interested in selling Amul pouch rather than
increasing the product, it is found they were not happy with the margin,
replacement, and it gets spoil.
 Retailers were selling different brands, because they were able to receive more
margin from non-popularized brand that they could not form well-known brands.
 All retailers get Amul pouch milk from company selected distributors.
 When question came to retailers rating towards Amul pouch milk, most of the
responded complaining about profit margin and product life.
 Retailers also demand for the replacement for damage due to spoilage,
leakage that they have to bear when the Amul pouch milk gets spoil or leakage.
 End Users (House Holds):-
 Consumer’s preference for purchasing is mainly based on quality, taste,
availability, home delivery and freshness respectively.
 Awareness level among the consumers are very high but because of low quality
(as per consumers) Amul milk product’s demand is very less.
 Consumers have a perception that Amul milk is become day by day unfresh and
creating lots of cuddling problem.
 Bulk Users (Multivendor, Sweet Shops):-
 In sweet Shop the awareness level of Amul pouch milk is 95% but it is hard to
find that max to max only 3% are consuming Amul pouch milk.
 The preferences of purchasing Amul pouch milk by bulk by the multivendor users
are mainly quality, demand, and timely availability.
 Higher price that is not meeting the competitors rate as bulk user are very price
sensitive.

53
BCG Matrix of Amul:-



 Question Mark:- High Growth, Low market share. Most business start of as a question
mark. Question mark have potential to become after and eventually cash cow but can also
become a dog.
 Star:- High growth, High market share. Star is leaders in business. They also require
heavy investment to maintain its market share. Attempts should be made to hold the
market share otherwise the star will become a Cash Cow.
 Cash Cow:- Low growth, High market share. Its generate more cash than required. It
extract the profit by investing as little cash as possible. They are located in an industry
that is mature, not growing or declining.
 Dog:- Low growth, Low market share. Dogs are the cash traps. Dogs do not potential to
bring in much cash. Number of dogs in the company should minimized. Business is
situated at a declining stage.
Dog
MarketGrowthRate
Relative Market Share

54
 The 3 C’s Model:-
 Competitors:-
 Defending against Red Cow, Mother Dairy, Metro and others milk brands.
 Aggressive moves against Nestle, Kwality, and Britannia.
 Company:-
 Largest milk brands in Asia.
 More than 3 milk brands.
 Market leaders in every products.
 Very strong supply chain.
 Quality with affordability.
 Customer:-
 Customers are extremely satisfied.
 Moved from loose milk to packaged milk.
 Ready to try more products.
 Improves socio-economy conditions.
Company

55
SUGGESTION & RECOMMENDATION
 The price of Amul milk products is high as compared to other brands of same quality (as
per fat percentage). So the price should be decreased to increase the sale.
 The G.C.M.M.F should launch beneficial schemes for the retailers and distributors also.
 Increase the product quality for customer satisfaction and also increase the expiry date(if
possible).
 Do not place more than one distributor in same market area.
 Try to minimize bank deposits for APO, which help to retailer think to start.
 Do not change distributor frequently because he is the only one person who act as a
connecting link between company and retailers.
 Company should take care of retailers by solving their problems and call back them by
the company representative.
 Amul has a relatively good distribution network, but still company is not able to fulfill
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.
 The study of milk market reveled that there is no Mergers and Acquisition in the
milk industry. Amul should go for Mergers and Acquisition and try to acquire the local
player’s inthe Pune market like Chitale, Katraj and Gokul etc. It will help the company in
increasing itsDealers network, Market share, Customer base etc. It will also save time of
establishing a new manufacturing unit.
 If adding preservatives in the milk keeps the milk for longer times then Amul should also
add some preservatives in the milk as people not only see quality but also sees the time
duration i.e. how much times we can store the milk.
 In order to push the milk to the customers the profit margin should be increased.

56
Limitations:-
This report had to work under several constraints and limitations. Some of the key limitation are:
 The survey is limited only for six wards.2.
 Time period of the project was 8 weeks, which may not be enough to understand the
whole market.3.
 Convenient sampling was used as the mode of conducting the research.4.
 The sample size of the taken was small, therefore it can be said that the chosen sample is
not the representative of the whole population and this hindered quantitative research.5.
 The psychology and temperament of a respondent play a significant role. Some
respondents are more sensitive as against others who are more tolerant. A change in the
composition of the respondents can affect the answers adversely or favorably.6.
 Respondents may not have been true in answering various questions and may be biased to
certain other questions.7.
 Out of the whole research and analysis, only three major brands could be highlighted,
leaving aside the other non-popular brands.8.
 The questionnaire mostly contained multiple choice questions, therefore many
respondents did not give a proper thought before up the questions, and some even ticked
things, which were not applicable. Therefore, all this increased the bias.9.
 The sample size of Retailers / Wholesalers was very small and therefore response from
them does not reflect the exact view because they may to biased.

57
CONCLUSION
Amul means different things to different people
.
To a milk producer – A life enriching experience to a consumer – Assurance of having
wholesome milk to a mother – A reliable source of nourishment for her child to the country
– Rural development and self-reliance
As we know that Amul is very big organization and market leader in dairy products. It has
maximum market share in Milk, Butter, and Cheese & Ice-Cream which are its main/core
products. But in case of local market like Kolkata the Amul milk is not a popular product as
compared to other Amul Products. With the help of research, company can find out its week
points in Milk product and can increase its market share through rectify mistakes. People have
believed in Amul’s product and they will accept it also if effective actions were taken.
The survey resulted into following conclusions:-
 Amul must come up with new promotional activities such that people become aware
about Amul Milk like Amul Tazza & Gold.
 Quality is the dominating aspect which influences consumer to purchase Amul product,
but prompt availability of other Milk brands and aggressive promotional activities by
others influences the consumer towards them and also leads to increase sales.
 In comparison to Amul Milk, the other players such as Red Cow, Mother Dairy, and
Metro and some others milk provide a better availability and give competition to the hilt.
 People are mostly satisfied with the overall quality of Amul Milk, but for the existence in
the local market Amul must use aggressive selling techniques.

58
BIBLIOGRAPHY
 http://economictimes.indiatimes.com/topic/amul
 www.amul.com
 www.wikipedia.com
 http://economictimes.indiatimes.com/industry/cons-products/food/amuls-turnover-
grows-18-to-rs-27085-crore-in-2016-17/articleshow/57963480.cms
 http://www.firstpost.com/tag/amul
 http://www.india.com/topic/amul/?gclid=Cj0KCQjwwqXMBRCDARIsAD-
AQ2hWEv5GszzK8jSl4VyMSElUZjawRDlj-
W3xcl09XeKGpwN8b8GDMVgaAvj1EALw_wcB

59
APPENDIX (QUESTIONNAIRE)
 Questionnaire for Customer interaction:-
Date- Customer Feedback of Milk
ADA Name=
Location-
S.L. No.
Customer
Name
Contact
No.
Address
Current
Brand
Quality
(pouch)
Why
this
Brand
Previous
Brand
Reason For
Switching
/Another
Feedback

60
 QUESTIONNAIRE FOR CUSTOMER SURVEY
Q1) Do you prefer pouch milk or milk supplied by local milkman?
-If pouch milk, why?
-If local milkman, why?
Q2) Is pouch milk available in your locality?
a) Yes b) No
-If yes, which brands?
-If no, why?
Q3) Do you use pouch milk for household purpose?
a) Yes b) No
Q4) How frequently do you use pouch milk?
a)Everyday b) Occasionally
Q5) Which age group(s) consume milk at home?
a)Newborn b)Children
c)Teenagers d)Elders
Q6) Quantity of pouch milk used?
a)Less than 1ltr b) 1ltr-2ltrs
c)2ltrs-5ltrs d) more than 5ltrs

61
Q7) Purpose for which it is used?
a)Making tea b) Making Curd
c)Normal Consumptions d) Others
Q8) Brand used?
a)Amul b)Mother Dairy
c)Metro d)Others
Q9) Why using this brand?
a)Trust factor b)Taste factor
c)Price factor d)No reasons
Q10) Used since when?
a)Less than 1 year b)1-2 years
c)2-5 years d)More than 5 years
Q11) Are you satisfied with this brand?
a)Yes b)No
Q12) Previously used brand/ if any?
a)Yes b)No
Q13) Reason for Switching?
a)Quality b)Taste Preference
c)Price d)Availability

62
Q14) If you buy Amul milk, where do you prefer to buy it from?
a)Retailers b)Amul Preferred Outlet
Q15) Which variant(s) of Amul milk do you buy?
a)Double Toned b)Toned
c)Full Cream
Q16) If any offer given by other brand, will you switch?
a)Yes b)No
Q17) Is Amul Milk available in your locality in both morning and evening?
a)Yes b)No
Q18) Rank your preferred brands of milk from most preferred to least preferred:
a)Amul
b)Mother Dairy
c)Metro
d)Haringhata
e)Thakers
Q19) Does retailer suggest any specific brand to you when you go to buy milk? If yes, which
brand?
a)Amul
b)Mother Dairy
c)Metro
d)Haringhata
e)Thakers
Any complaint or feedback?

63
 QUESTIONNAIRE FOR DISTRIBUTORS MARKET AND KEY ACCOUNTS
FOR COMPETITIVE STUDY BETWEEN AMUL MILK AND OTHERS BRAND
I. WHICH COMPANY IS BETTER FOR STOCK SATISFACTION?
AMUL ( ) OTHERS ( )
II. WHICH COMPANY IS BETTER REGULAR SERVICE PROVIDOR?
AMUL ( ) OTHERS ( )
III. WHICH COMPANY HAS HIGH DAMAGE RELATED ISSUE?
AMUL ( ) OTHERS ( )
IV. WHICH COMPANY IS BETTER SCHEME PROVIDOR?
AMUL ( ) OTHERS ( )
V. WHICH COMPANY’S MILK HAVE CONSUMER PREFERENCE?
AMUL ( ) OTHERS ( )
STORE NAME:-
REGION:-
DATE:-

Amul SIP Project

Recomendados

Recomendados

Más contenido relacionado

La actualidad más candente

La actualidad más candente (20)

Similar a Amul SIP Project

Similar a Amul SIP Project (20)

Último

Último (20)

Amul SIP Project