Professional Documents
Culture Documents
CONTENTS
1. INDRODUCTION
2. NEED OF STUDY
3. OBJECTIVES
5. HYPOTHESIS
6. PRODUCT PROFILE
7. RESEARCH METHODOLOGY
8. CONCLUSION
9. SUGGESTION
10. LIMITATIONS
11. BIBLIOGRAPHY
12. APPENDIX
EXECUTIVE SUMMARY
This project was undertaken with the objective of promotional activity,- its effect
oncustomer satisfaction and market penetration of amul india pvt. Ltd.It also looked into
the different factor of promotional activity to the product in theretail outlets. The study
was conducted at amul india ltd, Gondia city. The retailer'spreference was studied through
using questionnaire.
A sample of some respondents was taken for the study, whose responses were studied and
Interpreted .the sampling design was used convenience sampling.
his topic provides me the detailed practical knowledge and its applications of marketing
strategy.
Finally the whole study of the research work, the company needs the
effectivedistribution channel and advertisement to aware the people for the amul product.
INDRODUCTION
INDRODUCTION
Our world today is characterized by the promotion. Every day when we Open the
newspaper or see view on T.V. channels we are bombarded with the advertisements. o aware
the people for the Company's Product., promotional activity is one of the t loosely used terms
in marketing, Sales promotion consist short term incentives encourage purchase and sales or
services.
The project delves into the workings from the distribution aspect of an FMCG
organization in detail. AMUL? being an FMCG company, attaches a lot of significance to the
distribution aspect of its business. The distribution channel of AMUL holds a lot of potential
in affecting the demand or sales of AMUL products through delivery on time, delivery of
variety of products, the retailer-friendliness of the policies being set by the distributors and
equitable distribution of products to all retail outlets in a particular region, to name a few.
In addition to this AMUL carried out Saks Promotional activities through Awarding
Toppers of 10* & 12th Students.
Brand
A name, term, sign, symbol or design, or a combination of them, intended to identify
the goods or services of one seller or group of seller and to differentiate them from those of
competitors.
Brand Image
Good brand images are instantly evoked, are positive, and arc almost always
uniqueamong competitive brands.
Brand Equity
The "added value" endowed by the brand name is brand equity. It's a differential effect that
brand knowledge has on consumer response to the marketing of that brand,
Good brand images are instantly evoked, are positive, and arc almost always uniqueamong
competitive brands.
Brand Equity
Amul ("priceless" in Sanskrit), the brand name "Amul" from the Sanskrit
"Amoolya," (meaning "precious"}, was suggested by a quality control expert in Anand. Amul
is the largest food brand in India and world's Largest Pouched Milk Brand with an annual
turnover of US $1050 million (2006 07) Especially the highly successful one known as
AMUL will naturally wonder what combination of influences and incentives is needed to
multiply such a model athousand times over in developing regions everywhere." The Amul
Pattern has established itself as a uniquely appropriate model for rural development. Amul
has spurred the white revolution of India, which has made India the largest producer of milk
and milk products in the world]. It is also the world's biggest vegetarian cheese brandy
Products Amul's product range includes milk powders, milk, butter ghee5 cheese Masti Dahi,
Yoghurt, Buttermilk chocolate, ice cream, cream, Shrikharid Paneer, Gulab Jamuns, flavored
milk, basundi, Nutramul brand and others. In January 2006, Amul plans to launch India's first
sports drink Stamina, which will be competing with Coca Cola's Powerade and PepsiCo's
Qatorader In August 2007, Amul introduced Kool Koko, a chocolate milk brand extending its
product offering in the milk products segment. Other Amul brands are Amul Kool, a low
calorie thirst quenching drink; Masti Butter Milk: Kool Cafe, ready to drink coffee and
India's first sports drink Stamina.
Amul's sugar-free Pro-Biotic Ice-cream won The International Dairy Federation Marketing
Award for 2007.
Mascot
Since 1967 Amul products' mascot has been the very recognizable "Amul baby" (a
chubby butter girl usually dressed in polka dotted dress) showing up on hoardinp and product
wrappers with the equally recognizable taglinc Utterly Rutterly Delicious Amul The mascot
was first used for Amul butter. But in recent years in a second wave of ad campaign for Amul
products? she has also been used for other product like ghee and milk
ADVERTISINGS
Its advertising has also started using tongue-in-cheek sketches starring the Ampl baby
commenting jovially on the latest news or current events. The pun in her words has been
popular, Amul outdoor advertising uses billboards, with a humorous take on current events
and is updated frequently. The Amul ads are one of the longest running ads based on a theme,
now vying for the Guinness records for being the longest running ad campaign ever with
Smokey Bear.
GCMMF (AMUL) has the largest distribution network for any FMCG company. It
hasnearly 50 Sales offices spread all over the country, more than 3,000 wholesale
dealersand more than 5,00,000 retailers.
AMUL is also the largest exporter of dairy products in the country. AMUL is availabletoday
in over 40 countries of the world. AMUL is exporting a wide variety of productswhich
include Whole and Skimmed Milk Powder, Cottage Cheese (Paneer)? UHT Milk,
Clarified Butter (Ghee) and Indigenous Sweets, The major markets are USA, WestIndies,
and countries in Africa, the Gulf Region, and [SAARC] SAARC neighborhood,Singapore,
Philippines, Thailand, Japan and China.
In September 2007, Amul emerged as the leading Indian brand according to a survey
bySyncopate to find out Asia's top 1000 Brands
9
To Study the Brand Image of Amul Dairy Firm in Raipur City
NEED OF STUDY
10
To Study the Brand Image of Amul Dairy Firm in Raipur City
NEED OF STUDY
Managers are always curious about the position of their company's products in the
market which largely depend upon the company's goodwill, and the position of their brand. In
order to maximize the sale and profit^ company must deliver outstanding satisfaction to the
retailers, wholesaler & customers. So market survey of retailers, wholesalers & customers,
chart out the position of the company as compared to the competitors. It helps the
organization to find out the brand being sold most by the retailers along with their stocking and
also consumer buying preferences.
11
To Study the Brand Image of Amul Dairy Firm in Raipur City
OBJECTIVES
OBJECTIVES
Mission, purpose, or standard that can be reasonably achieved within the expected
timeframe and with the available resources. In general, an objective is broader in scope than a
goal, and may comprise of several different goals. Objectives arc the most basic planning
tools Mission underlying all planning and strategic activities.
° study overview of AMUL as a company among the customers. To know the value of brand
image of AMUL dairy firm. To compare AMUL with other brands in the market. To study
the quality & variety of products offered by AMUL dairy firm. To study the Sales
promotional strategy of AMUL in Gondia City. To study the awareness of Amul product
among the people in Gondia City. To know the factors which affects consumer's buying
behavior to the purchase Amul Product.
To analyze the promotional activity arid its effect Ott Customer product buying decision.
1. This project for increasing Sale and find out weaknesses of Amul product in the
Market.
2. There is a study to increase in consumers and retailers expectation.
3. This project will lead to necessary insight and requisite data to accomplish the
preceding motive.
HYPOTHESIS
HYPOTHESIS
PRODUCT PROFILE
PRODUCT PROFILE
List of SOME Products
Breadsprejuls
Amul Butter
Amul Lite Low Fat bread spread
Amul Cooking Butter
AMUL BUTTER is made from Butter, Common Salt, permitted natural colour- Annatto.
Special Features
Made from fresh cream by modem maehines.Marketed in India since 4 decades.
Unlike Butter & Margarine, Amul Lite is a low-fat, low=caloric & low-cholesterol
bread spread, hence a healthier substitute. It contains 26% less fat and caloric content as
compared to butter or margarine.
Cheese Range
Amul Shrikhand
Amul Amrakhand
Amul Mithaee Khoya Gulabjamuns
Amul Mithaee Gulabjamun Mix
Amul Mithaee Kulfi Mix
Amul Basundi
Avsar Ladoos
Amul Shrikhand
AMUL SHR1KIIAXD is made from Chakka, Sugar and flavoring agents/fruits (Elaiehi,
Saffron, Mango pulp)
Amul chocolates
AMUL CHOCOLATE is made from Sugar, Cocoa Butter, Milk Solids, Chocolate mass
Milk drinks
Milk Range
Milk Powders
AMUL INSTANT FULL CRLAM MILK POWDLR (Spray Dried) is made from Toned p
Milk, Vitamins A & D.
"AMUL SPRAY INFANT MILK FOOD" is made from partially skimmed milk, sugar,
minerals and vitamins.
Fresh Milk
Curd Products
Amul Lite is Long Life skimmed milk. It is fresh and only fresh milk, which has been
processed with a technology called UHT (Ultra High Temperature), hence also known as UHT
milk. Notwithstanding popular misconception, UHT technology does not involve any use of
preservatives. The UHT treatment ensures zero microbial activation, while preserving the
maximum flavor, taste, and nutritional value. The aseptic packaging system protects the product
from air and light and guarantees a long shelf life of 180 days without refrigeration.
Amul Masti Spiced Buttermilk
Amul introduces the Best Thirst Quenching Drink which is Free of Colour, Preservatives, Acids
and Sucrose Sugar (unlike Cola drinks)AMUL PURE GHEE is made from Milk Fat
Amul introduces the Best Thirst Quenching Drink which is Free of Colour, Preservatives, Acids
and Sucrose Sugar (unlike Cola drinks)AMUL PURE GHEE is made from Milk Fat
Below is the list of competitors and the products which they market against AMUL. With in last 5 years
the competitors in the market have increased to approximately twice but AMUL has maintained its
brand value and still number one in dairy products.
Products/Brands Competitors
Butter Britannia, Nestle
Cheese Britannia
Baby Food Nestle, Heinz
Dairy Whitener Segment Britannia, Nestle
Ice Cream HUL
Chocolate & Confectionaries Cadbury> Nestle
Pizza Pizza Hut, Dominos, Nirulas Frozen Pizza
Curd ___ Nestle, Mother Dairy
Ultra High Treated Milk Britannia, Nestle
Sweet Condensed Milk Nestle
Panecr Britannia
Milk Additives Cadbury^ Smimkline Beecham
Flavored Milk Britannia, Nestle
Strategies
Over the years,, Amul has adopted many tactics. Nevertheless., few of the many strategies
followed by them are:
Ice cream: Amul parlours; launched "Fundoo" to combat FflJL's Max,
Pizza; Launched ready to cook pizza "Utterly delicious".
Butter: Protect market share with price,
Curd: Alipunent with other milk coops
Dairy whiterners: Dominate with Amulya.
PROMOTIONAL ACTIVITIES:
A successful product or service means nothing unless the benefit of such a service can be
can
communicated clearly to the target market. An organizations promotional strategy consist of:
Advertising: Is any non personal paid form of communication using any form of mass media?
Public relations: Involves developing positive relationships with the organization media public.
The art of good public relations is not only to obtain favorable publicity within the media, but it
is also involves being able to handle successfully negative attention.
Sales promotion: Commonly used to obtain an increase in sales short term. It involves using
money off coupons or special offers.
The consumer promotion tools mean the promotion activities, which are beneficial for
consumers as well as company. Such as price discounts, samples., cash refund, premiums,,
prizes, scratch cards and coupons etc. AMUL decided to use discount coupons and Scratch
cards for promoting the Sales,
The company also promoted their products by awarding the 10th and 12th Toppers of the Schools and
Colleges.
It makes easy to create a Social image in the eyes of public It also helps the company
to aware people about their product.
• The consumers are seduced to buy the product.
• It helped to increase sales volume.
• Consumer can get good quality of good in cheaper price.
• It can attract the new consumers and customers buying other milk brands.
• It induced to make some subsequent purchases.
• Give little permanent gain in market share.
RESEARCH METHODOLOGY
RESEARCH METHODOLOGY
Definition
Research objective
a) Primary data
v
The information given / collection by individuals or group constitute primary source.
Methods of generating primary data Survey
Personal interview Group interview Observation Questionnaire
b) Secondary data
Books, diary, manscrupt, letter,, magazine? internet etc. are the secondary or documentary
source. The researcher for this dissertation has decided to use primary source as interview
schedule and secondary source as books and internet for data collection.
Following is the list of the some Super Markets and their details of Gondia City.
Sr, No. Name of the Super Stores Location Area of Distributor
1 , Six Ten Super Bazaar Kadvi Chauk Balaji Agency
2 Six Ten Super Bazaar Indora Chauk Balaji Agency
3 Six Ten Super Bazaar Mahal Balaji Agency
4 Six Ten Super Bazaar Vaishali Nagar Balaji Agency
5 Purti Super Bazaar Lakxmi Nagar Nainka Enterprises
6 Six Ten Super Bazaar TatyaTope Hall Nainka Enterprises
7 Big Bazaar Wardhman Nagar Neha Milk
8 Apna Bhandar Shastri Nagar Neha Milk
9 Reliance Fresh Wardhman Nagar Neha Milk
10 Day-2-Day Wardhman Nagar Neha Milk
11 Reliance Fresh Omkar Nagar Pawanputra Milk
12 In & Out Chhaoni Pawar Dudh Kendra
13 Six Ten Super Bazaar Bairamji Town Pawar Dudh Kendra
14 Six Ten Super Bazaar Jafar Nagar Pawar Dudh Kendra
15 Garima Super Bazaar Mankapur Pawar Dudh Kendra
16 Nirmal Bazaar Pagalkhana Square Pawar Dudh Kendra
17 Apna Bhandar Subhash Nagar Pravin Milk
18 Anand Purti Super Bazaar Jaitala Road Pravin Milk
19 Purusottam Super bazaar Trimurti Nagar Priyank Milk
20 Purusottam Super bazaar Gopal Nagar Priyank Milk
21 Gurukripa Super Bazaar Pratap Nagar Priyank Milk
22 Narayan Super Bazaar Pratap Nagar Priyank Milk
23 Big Bazaar Lokmat Square Sanjay Sales
24 Purusottam Super Bazaar Dharampeth Sanjay Sales
25 Six Ten Super Bazaar Gokulpeth Sanjay Sales
26 Six Ten Super Bazaar Ravi Nagar Sanjay Sales
27 Bapat Super Bazaar Dharampeth Sanjay Sales
28 Reliance Fresh Mate Square Vedika Marketing
29 Friends Super Bazaar Friends Colony V & V Enterprise
30 Poonam Bazaar Sadar V & V Enterprise
0%
YES
NO
100%
Conducted survey shows that 100% people use the dairy product in one from or other.
DAIRY PRODUCT
Branded 78
Non Branded 22
Branded
22%
Non
Branded
78%
Conducted survey shows that 78% people use branded products and 22% use non branded products.
Other Product
0% Amul
30% Britania
Sugar
70%
Conducted survey shows that 70% people remember Amul as brand name and 30% Britania as brand
name in daily product category.
People Use
Daily
26%
35% Weekly
Monthly
39%
Conducted survey shows that 35%) people use Amul product daily, 39% weekly and 26% monthly.
17%
26%
Frequently
Offenly
Rarely
57%
Conducted survey shows that 26% people use same brand of product frequently, 57% offently
and 17% rarely.
15% 20%
15% Name
Quality
Variety
50% Taste
Conducted survey shows that 22% people said name, 56% quality, 6% and 17% taste motivated
them to buy Amul brand products.
24%
Yes
No
76%
Conducted survey shows that 76% people recommended their preferred rand while 24% said
no.
23%
35%
Average
Very Good
Good
42% Excelent
Conducted survey shows that 33% people-rated AMUL brand of dairy product as very
good, 39% good and 22% excellent.
Survey is conducted on the variety of age group as shown in above chart. Majority of people
participated in survey were from 15-25 year old, but from other age groups also people provided
their opinion.
CONCLUSION
CONCLUSION
As we know that Amul is very big organization and market leader in dairy products. It has
maximum market share in Milk, Butter,, Cheese and Ice-Cream which are its main/core
products. With the help of research,, company can find out its week points inMilk 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.
AMUL has done exceptionally well in maintaining the brand, quality, stability and
competitiveness in price and varieties in products
SUGGESTION
SUGGESTION
Amul has different variety but it should aware people about their variety ofproduct.
Amul should apply good sales promotion scheme for their products like PaneerPizza
Sweets etc,
Since Amul is having loyal customers it should concentrate more on this factorthrough
various potential programs such as campaign, offer etc. this will help toincrease the loyalty
towards Amul products.
Quality and brand image plays a dominant role. Milk &milk products move in themarket due
to its quality and brand .therefore it should be maintains the same.
Supply of products must be regular.
Credit facility should be made available.
Replacement facility must be there.
Margin provided to retailer should be satisfactory.
All the required products must be available on time.
Attention must be paid to small retailer.
Distribution channel must be effective.
LIMITATIONS
LIMITATIONS
Throughout the study utmost care has been taken to avoid biases
errors so as to ensure authenticity and accuracy. But there is
possibility for some discrepancies to come in between due to
following limitation,
Respondents may give their biased opinions as they know the identity Of
interviewer.
Applicable.
BIBLIOGRAPHY
BIBLIOGRAPHY
Books:
Marketing Management (12th Edition) Research Methodology Marketing management
Websites:
• http://www.wikipedia.com
• http://en.wikepcdia/wiki/Amul
• http://www.amul.CQm
• http.//www.amuldairy.CQin
• http://markctresearch.com
» http://www.scribd.cQm
APPENDIX
CASE STUDY
Some of the case studies are taken from the Retailers.
1. Name of the Outlet
2. Detail of the Outlet
3. Type of Outlet a)
Convenience 3. c) Super
b) Small Retail Shop
Store Market