“ACCEPTANCE OF AMUL
PRODUCTS AT RETAIL LEVEL
FOR
AMUL INDIA”
Summer Internship Report
SUBMITTED BY – HONEY
ANANT
MBA 3

COMPANY INFORMATION
• Name – AMUL
• Founded in 1946 to stop exploitation
• Inspired from White revolution
• Key people for foundation of Amul are :
 Tribhuvandas
 Verghese Kurian
 Sardar Patel
• Managed by GCMMF

INTERNSHIP SUMMARY
PROMOTION OF
PRODUCT
MARKET SURVEY
SALE OF THE
PRODUCT

OBJECTIVES OF THE PROJECT
 PRIMARY OBJECTIVES
1. To analyze the market size of Amul’s frozen
products.
2. To improve existing retail network of Amul’s frozen
product.
3. To understand the problem faced by Retailer holder
pertaining to selling & storage of Amul’s frozen
products.
4. To promote and increase the sale of Amul’s frozen
products assigned to me.
 SECONDARY OBJECTIVES
1. To create consumer awareness about
Amul.
2. Effectiveness of “Visy Cooler” (Cold
Storage Machine provided by AMUL)
3. How many Retailers effectively use Visy
Cooler?
4. Impact of Visy Coolers on sales

RESEARCH METHODOLOGY
 Quantitative
• Surveys
• Questionnaires
 Qualitative
• Interviews
• Observation

FINDINGS
 People were highly satisfied with product quality of Amul.
 Distributors could not provide all type of varieties because of less stock.
 Due to negligence of the company the customers of Amul are shifting
towards othercompany
 The satisfaction level of customers of Amul parlors and retail stores is good
 Less awareness of Amul’s frozen products
 ‘Happy Treats’ is selling less and facing high competition from Mc’Cain

LEARNINGS
 Communicating and Convincing retailers
 Competitive analysis of ready to cook food
 Promotional Strategy
 Listening ability and influencing to make them buy the products

SUGGESTIONS
 Replacement service
 Providing the retailers refrigerator facility at zero payment
 Providing them promotional tools
 The salesperson should also make the retailer aware of the running schemes and
offers so as to boost up sales.