PRESENTED BY Harshita Modi MBA- IB Sem II ICG/2011/12903 IISU/2011/6062

AMUL

means "priceless" in Sanskrit. The brand name "Amul," from the Sanskrit "Amoolya," was suggested by a quality control expert in Anand.
Amul Amul

products have been in use in millions of homes since 1946. Turnover: Rs.

a leading food brand in India with a 52.55 billion in 2011-12

Dr Verghese Kurien, the Chairman of the GCMMF (Gujarat Co-operative Milk Marketing Federation Ltd), an apex cooperative organisation, based in the in Anand town of Gujarat, India.

White Revolution. (1966)

Verghese Kuriens Amul experiment in Gujarat soon blossomed into the much larger Operation Flood, spread over 23 states, 170 districts and 90,000 village cooperatives. It changed India from an importer to the world's largest milk producer and exporter.

 RESEARCH

DESIGN

Research Design is the plan, structure, and strategy of investigation conceived so as to obtained answers to research questions and to control variance.
SAMPLE

SIZE AND AREA:

The survey was conducted in Jaipur city and survey 50 consumers are taken as respondents for making the reports.

It

is India's largest food products marketing organisation. It is a state level apex body of milk cooperatives in Gujarat which aims to provide remunerative returns to the farmers and also serve the interest of consumers by providing quality products which are good value for money. In 1954, Kaira District Co-operative Milk Producers Union built a plant to convert surplus milk produced in the cold seasons into milk powder and butter. In 1958, a plant to manufacture cheese and one to produce baby food were added. In 1973, the milk societies/district level unions decided toset up a marketing agency to market their products. This agency was the Gujarat Cooperative Milk Marketing Federation (GCMMF). It was registered as a co-operative society on 9 July 1973.

Members: cooperative milk No. of Producer Members: No. of Village Societies: Total Milk handling capacity: day Milk collection (Total 2011-12): Milk collection (Daily Average 11-12) Milk Drying Capacity: Cattlefeed manufacturing Capacity:

13 district producers union 2.7 million 13,141 10.21 million litres per 2.69 billion litres 7.4 million litres 626 Mts. per day 3090 Mts per day

50 years after it was first launched, Amul's sale figures have jumped from 1000 tonnes a year in 1966 to over 25,000 tonnes a year in 1997. No other brand comes even close to it. All because a thumb-sized girl climbed on to the hoardings and put a spell on the masses.

 Purpose

of purchase of product

Place of Purchase:-

Satisfied with the packaging of dairy products:-

vikas pawaiya

 Generally,

I found that most of the customers used milk as a primary product. Most of the customer use dairy product for self use only. Mainly customer purchases the product from the retailer. Customers are satisfied with the Packaging of dairy product. Customers purchase dairy product easily.

 AMUL

will be an outstanding marketing organization, with specialization in marketing of food and dairy products, both fresh and long life with customer focus and information technology integration. The network would consist of over 100 offices, 7500 stockists covering at least every taluka head quarter town, servicing nearly 10 lakh outlets with a turnover of Rs.10,000 Crore, and serving several co-operatives. AMUL shall also create a market for its products in the neighboring countries.