Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
2010
12-Sep-10
A PROJECT REPORT ON
‘ADOPTION OF A NEW
PROMOTION MARKETING
& FIELD WORK
STRATEGY FOR CREATING
ENTITLED AS BRAND VALUE
OF AMUL PRODUCTS’
‘ADOPTION OF A NEW MARKETING STRATEGY FOR
CREATING BRAND VALUE OF AMUL PRODUCTS’
By
Deepak Arora
PGDM IIND
A Report
Submitted In Partial Fulfillment Of The
Requirement Of PGDM Program Of
CDGI-CDSM
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Distribution List: AMUL INDIA LTD.
INDORE
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PREFACE
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ACKNOWLEDGEMENT
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DECLARATION
Date:
Signature:
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CERTIFICATE BY THE GUIDE
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Signature of the Faculty Guide:
EXECUTIVE SUMMARY
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To consider the stocking decision of product in
retail outlet, Trust of the company was the first preference
of the retailer’s then credit on the product. Retailers want to keep
AMUL products but they want some facilities from the company
side.
Finally the whole study of the research work, company needs the
effective advertisement of the product in the local channel and
print media for awareness of AMUL products...
Contents
PREFACE...........................................................................4
ACKNOWLEDGEMENT.......................................................5
DECLARATION..................................................................6
CERTIFICATE BY THE GUIDE.............................................7
EXECUTIVE SUMMARY......................................................9
INDUSTRY PROFILE.........................................................12
CHAPTER 1...................................................................18
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INTRODUCTION AND HISTORY OF THE COMPANY. 18
AMUL PRODUCTS OUTLINE.............................................22
GCMMF Overview:......................................................23
COMPETITORS PROFILE..................................................30
ORGANIZATION STRUCTURE..........................................31
CHAPTER 2.....................................................................37
OBJECTIVE & SCOPE OF THE PROJECT............................37
SCOPE OF THE PROJECT.................................................38
CHAPTER 3...................................................................39
___RESEARCH METHODOLOGY___..................................39
a) Preparation of questionnaire...................................42
b) Presetting of questionnaire......................................42
The report must give/contain the following information:-
.......................................................................................42
Setting the Promotion Mix..............................................45
Product Life Cycle........................................................46
WORKINGS.....................................................................47
SAMPLING:-..................................................................48
DATA COLLECTION TECHNIQUES..............................48
DATA ANALYSIS & INTERPRETATION..............................50
LIMITATIONS OF THE PROJECT.......................................55
FINDINGS OF THE RESEARCH.........................................56
SUGGESTION & RECCOMANDATIONS.............................57
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ANNEXURE...............................................................................................59
CONCLUSION............................................................................................62
BIBLIOGRAPHY......................................................................................................64
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INDUSTRY PROFILE
Also India today is the lowest cost producer of per liter of milk in
the world, at 27 cents, compared with the U.S' 63 cents, and
Japan’s $2.8 dollars. Also to take advantage of this lowest cost of
milk production and increasing production in the country
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multinational companies are planning to expand their
activities here. Some of these milk producers have already
obtained quality standard certificates from the authorities. This
will help them in marketing their products in foreign countries in
processed form.
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India’s contributes to world milk production rise from 12-
15 % & it will increase up to 30-35% (year 2020)
India 81 84.5
Brazil 75 77
Russia 34 33
Germany 27 27
France 24 24
Pakistan 21 22
USA 71 71
UK 14 14
Ukraine 15 14
Poland 12 12
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New Zealand 11 12
Netherlands 11 11
Italy 10 10
Australia 9 10
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The food processing industry sector in India is one of the
largest in terms of production, consumption, export and growth
prospects. The government of accorded it is a high priority, with
a number of fiscal relieves and incentives, to encourage
commercialization and value addition to agriculture produce, for
minimizing harvest wastage, generating employment and export
growth.
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Investment Potential in Milk Products:
Production of Milk in India: The facts and figures here shown are
calculated on the basis of percentage increases per year.
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1998-99 74.5
1999-00 78.0
2000-01 81.51
2001-02 85.17
2002-03 89.0
2003-04 93.0
2004-05 97.65
2005-06 102.45
2006-07 107.58
CHAPTER 1
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INTRODUCTION AND HISTORY
OF THE COMPANY
In the year1946 the first milk union was established. This union
was started with 250 liters of milk per day. In the year1955 AMUL
was established. In the year 1946 the union was known as KAIRA
DISTRICT CO-OPERATIVE MILK PRODUCERS’ UNION. This union
selected the brand name AMUL in 1955.
The brand name AMUL means “AMULYA”. This word derived form
the Sanskrit word “AMULYA” which means “PRICELESS”.
In the early 40’s, the main sources of earning for the farmers of
Kaira district were farming and selling of milk. That time there
was high demand for milk in Bombay. The main supplier of the
milk was Polson dairy limited, which was a privately owned
company and held monopoly over the supply of milk at
Bombay from the Kaira district. This system leads to exploitation
of poor and illiterates farmers by the private traders. The traders
used to beside the prices of milk and the farmers were forced to
accept it without uttering a single word.
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However, when the exploitation became intolerable, the
farmers were frustrated. They collectively appealed to Sardar
Vallabh bhai Patel, who was a leading activist in the freedom
movement. Sardar Patel advised the farmers to sell the milk on
their own by establishing a co-operative union, Instead of
supplying milk to private traders. Sardar Patel sent the farmers
to Shri Morarji Desai in order to gain his co-operation and help.
Shri Desai held a meeting at Samar kha village near Anand,
on 4th January 1946. He advised the farmers to form a society for
collection of the milk.
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These village societies would collect the milk themselves
and would decide the prices at which they can sell the
milk. The district union was also form to collect the milk from
such village co-operative societies and to sell them. It was also
resolved that the Government should be asked to buy milk from
the union.
However, the govt. did not seem to help farmers by any means. It
gave the negative response by turning down the demand for the
milk. To respond to this action of govt., the farmers of Kaira
district went on a milk strike. For 15 whole days not a single drop
of milk was sold to the traders. As a result the Bombay milk
scheme was severely affected. The milk commissioner of Bombay
then visited Anand to assess the situation. Having seemed the
condition, he decided to fulfill the farmers demand.
Thus their cooperative unions were forced at the village and
district level to collect and sell milk on a cooperative basis,
without the intervention of Government. Mr.Verghese
Kurien showed main interest in establishing union who was
supported by Shri Tribhuvandas Patel who lead the farmers in
forming the Co- operative unions at the village level. The Kaira
district milk producers union was thus established in ANAND and
was registered formally on 14th December 1946. Since farmers
sold all the milk in Anand through a co-operative union, it was
commonly resolved to sell the milk under the brand name AMUL.
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• Provide a support system to the milk producers
without disturbing their agro-economic systems,
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GCMMF Overview:
VISION:
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SALES TURNOVER
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GRAPHICAL REPRESENTATION OF SALES
TURNOVER OF GCMMF
AREAS OF OPERATIONS
Besides India, AMUL has entered overseas markets such as Mauritius, UAE,
USA, Bangladesh, Australia, China, Singapore, Hong Kong and a few South
African nations. Other potential markets being considered include Sri Lanka.
SOME FACTS:
Members : 13 district
cooperative milk producers
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Annual Milk Collection : 2.69 billion
liters
ACHIEVEMENTS
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LOGISTICS
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AMUL has the largest cold chain network in India (i.e. 18000
refrigerators) as compared to any other company. The chemical
components of milk are water, SNF and solids. Milk is very
perishable product so it has to be consumed within 24 hours. In
order to avoid wastage AMUL converts the milk in to SNF and
milk solids by evaporating the water, which comprises up to 60-
70% of milk contents. This is possible only if the distribution
channel right from the producer to the consumer is well
organized. It will be surprising to know that AMUL makes even
the ‘Sarpanch’ to eat pizza i.e. it supplies pizzas even to rural
market.
Last year, they are divided the retail market into 14 specific
segments to achieve further distribution efficiency. This year our
focus was on inducting distributors having expertise in servicing
such Specific market segments. This initiative is yielding results
by way of ensuring wider availability of our product range.
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Marketing Managers. During the year, 659 Distributors
have undergone this programmed in 39 locations. Cold
Storage is an extremely essential component in the Federation’s
distribution process.
COMPETITORS PROFILE
CHITALE DAIRY
Chitale Dairy bears the quality tag of the Chitale Group. The
company manufactures and markets highly functional products.
These cutting edge products are manufactured using state-of-
the-art technology and find applications in day-to-day
transactions. Chitale dairy annual turn over of over Rs. 500
crores.
KATRAJ DAIRY
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(Rs.1500 million / US$ 33 million) against AMUL’s annual
turnover of over Rs. 52554 million / US$ 1325 million.
GOKUL
ORGANIZATION STRUCTURE
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External Organization Structure is the organization
structure that affects the organization from the out side.
Villagers
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Internal Organization Structure:
The following is internal organization chart of AMUL:
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Chairman
Managing Director
General Manager
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management. An organization structure defines a clear-
cut line of authorities & responsibilities among the employees of
GCMMF. The Organization structure of AMUL is well-arranged
structure. At a glance a person can completely come to know
about the organization structure.
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F
IRST PLANT is
at ANAND,
which engaged
in the manufacturing of
milk, butter, ghee, milk
powder, flavored milk
and buttermilk.
S
ECOND PLANT:- Is
at MOGAR, which
engaged in
manufacturing
chocolate, nutrAMUL,
AMUL Ganthia and
AMUL lite.
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F
OURTH PLANT
is at KHATRAJ,
which engaged
in producing cheese.
THIRD PLANT is at
Kanjari, which
produces cattelfeed.
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CHAPTER 2
OBJECTIVE & SCOPE OF THE PROJECT
1. Primary Objectives :-
1. Secondary objectives :-
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SCOPE OF THE PROJECT
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CHAPTER 3
___RESEARCH METHODOLOGY___
What is research?
MARKETING RESEARCH
DEFINITION
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business, its products and market environment,
advertising by means of library consultation and
extensive interviewing of company’s officials.
A) Survey
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B) Observation
C) Experimentation
a) Preparation of questionnaire
b) Presetting of questionnaire
c) Planning of the sample
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The report must give/contain the following information:-
a) The title of research
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WHAT IS PROMOTION:-
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• Advertising is communication with current and potential
customers and consumers, done through paid mass media.
The channels of communication can be TV, radio, Internet,
billboards, etc.
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(2+1), prize drawings, merchandising, direct contact
by animators in retail outlet, etc.
The approach to promotion can be different. The push strategy is
transferring the supply pressure downstream through sales
channels.
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May be targeted at the trade or ultimate
consumer; Makes use of a variety of formats:
premiums, coupons, contests, etc.; Attracts
attention, offers strong purchase incentives,
dramatizes offers, boosts sagging sales; Stimulates quick
response; Short-lived; Not effective at building long-term brand
preferences.
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Pre-Introduction: Light advertising, pre-introduction publicity
Introduction: Heavy use of advertising, public relations for
awareness, sales promotion for trial
Growth: Advertising, public relations, branding and brand
marketing, personal selling for distribution
Maturity: Advertising decreases, sales promotion, personal
selling, reminder & persuasion
Decline: Advertising and public relations decrease, limited sales
promotion, personal selling for distribution
Next let's briefly walk through each of the various parts of the
marketing communications mix.
WORKINGS
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accurate snapshot of some aspect of the market
environment. Descriptive research is more rigid than
exploratory research and seeks to describe users of a product,
determine the proportion of the population that uses a product,
or predict future demand for a product. As opposed to
exploratory research, descriptive research should define
questions, people surveyed, and the method of analysis prior to
beginning data collection. In other words, who, what, where,
when, why, and how aspects of the research should be defined.
SAMPLING
SAMPLE UNIT
In this project case sample were schools and canteens & the aim
was to promote AMUL product.
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DATA COLLECTION TECHNIQUES
1)SOURCES OF DATA
a) PRIMARY DATA
b)SECONDARY DATA
PRIMARY DATA
SECONDARY DATA
RESEARCH INSTRUMENT
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The research instrument used in the project was
Questionnaire & forms to collect primary information, it provided
flexibility by using more close ended and few open ended
questions.
– Tabular analysis.
– Graphical analysis.
– Percentage analysis.
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Interpretation:
• According to my survey in my project coverage there are
two categories of schools Eg. government & private schools.
Interpretation:
• Out of the total number of schools surveyed 78% are
not having canteen and 22% are having the canteen
within the school campus.
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1. In those canteens how many use AMUL
product?
Interpretation:
• out of those 22 % of schools, which are having canteen, only
20% of the canteens are having AMUL products , rest are
not maintaining the range of AMUL products.
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1. Availability of AMUL product near by
schools?
Interpretation:
This graph is giving the information about the availability of
AMUL products at the near by shops , This shows:
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1. AMUL vs. other brands products usage in schools
and near by area?
Interpretation:
This graph is giving the information about the usages of AMUL
products at the near by shops , This shows:
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In every project work there is some kind of limitations
which affect the accuracy of work. Same in this project
work some of the limitations are faced which are as following:
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FINDINGS OF THE RESEARCH
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• In the part of education promotional activity
80-90% of the total schools supported AMUL for its
program.
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• Maul has a very wide range of products but
only some of the products like flavored milk, AMUL
cool milk, cheese, butter etc... Have got the good
consumers awareness rest of the products is not
known to the customers.
Respected Sir/Madam,
YES NO
YES NO
YES NO
YES NO
YES NO
YES NO
YES NO
YES NO
YES NO
14.Remarks :-
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CONCLUSION
"There are three ways of doing a thing—- the wrong way, the
right way and our way"
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To know the customers expectations towards Amul, I had
conducted a market Research, which helped me to know the
satisfaction, awareness and liking among customers for the
products of AMUL and analyse the situation and provide them
suggestion to improve the situation.
These suggestions if implemented would definitely yield results
and
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BIBLIOGRAPHY
1. www.amul.com
2. www.amuldairy.com
3. www.google.com
4. www.marketresearch.com
5. www.dairy.com
6. Research Methodology. ( Harper W.Boyd, C. R. Kothari )
7. www.quickmba.com
8. www.nddb.org
9. www.indianexpres.com
10. www.thehindubusinessline.com
11. www.business-standard.com
12. www.icmrindia.org
13. www.blogger.com
14. www.wikipedia.com
15.Works of students who did summer training at GCMMF
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