Indroduction: To Study The Impact of Advertisement of AMUL PRODUCT To Reference To Gondia City

To Study the impact of advertisement of AMUL PRODUCT to reference to Gondia City
CONTENTS
1. INDRODUCTION
2. NEED OF STUDY
3. OBJECTIVES
4. SCOPE OF STHE STUDY
5. HYPOTHESIS
6. PRODUCT PROFILE
7. RESEARCH METHODOLOGY
8. CONCLUSION
9. SUGGESTION
10. LIMITATIONS
11. BIBLIOGRAPHY
12. ANEXTURE
13.
N.M.D COLLEGE GONDIA

1
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.

2
INDRODUCTION

3
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.
Sales promotion consists of diverse collection of incentive tools, most short=term

designed to stimulate and/or greater purchase of a particular product by consumers or trade.
Whereas Advertise offers a reason to buy, sales promotion offers incentive buy. Sales promotion
includes tools for consumer promotion (for example samples, Hipons, prizes, cash refund,
warranties, demonstrations, contest); trade promotion [for example buying allowance., free
goods, merchandise allowance^ Cooperative Advertising, advertising and display allowances,
dealer sales contests). lereas Awards like Vidya Bhushan and Vidya Shree are helps the
Company to create Social image in the eyes of Public and encourage the Students to get higher
iSeores in their Examinations, It also helps to aware the people about the Company. It
^automatically works as Advertisement for the company.
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.

4
Brand Image
Brand image can be reinforced by brand communications such as packaging,

advertising, promotion, customer service, word-of-mouth and other aspects of the brand
experience./ Brand images are usually evoked by asking consumers the first words/images
that come to their mind when a certain brand is mentioned (sometimes called "top of mind").
When responses are highly variable, non-forthcoming^ or refer to non-image attributes such
as cost, it is an indicator of a weak 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,
Brand image can be reinforced by brand communications such as packaging, advertising,

promotion, customer service, word-of-mouth and other aspects of the brand experience./
Brand images are usually evoked by asking consumers the first words/images that come to
their mind when a certain brand is mentioned (sometimes called "top of mind"). When
responses are highly variable, non-forthcoming^ or refer to non-image attributes such as cost,
it is an indicator of a weak brand image.
Good brand images are instantly evoked, are positive, and arc almost always uniqueamong
competitive brands.

5
Brand Equity
Asset management/leveraging Consumer franchise (facilitates loyalty) Lower

communication costs Improved prices/margins/market share

6
AMUL DAIRY FIRM
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.
AMUL BRAND BUILDING
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

NEED OF STUDY

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.

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.

SCOPE OF STHE
STUDY

SCOPE OF STHE STUDY
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
A hypothesis is a proposed explanation for an observable phenomenon. The

termderives from the Greek, hypotithenai meaning "to put under" or "to suppose."For a
hypothesis to be put forward as a scientific hypothesis, theScientific method requires that one
can test it. Scientists generally basescientific hypotheses on previous observations that cannot
satisfactorily beexplained with the available scientific theories.
Hypothesis is a preliminary or tentative explanation or postulate by theresearcher of what the
researcher considers the outcome of an investigation willbe.f-0 Amul has good brand image
in the eye of the customer. //H-4'Amul has maintained the good quality of its products in the
market.
Amul has provided variety of products to the customers.
H-3 Promotional activity used by Amul co. leads into No.l position in Gondia City region.
H-4 Promotional Strategy influences the customer Product buying decision. Motivation of
Customer interest on Amul product.

COMPANY
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.


AMUL PURE GHEE : A Low Fat Low Cholesterol Bread Spread
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 Pasteurized Processed Cheddar Cheese

 Amul Processed Cheese Spread
 Amul Pizza (Mozarella) Cheese
 Amul Shredded Pizza Cheese
 Amul Emmental Cheese
 Amul Gouda Cheese
 Amul Malai Paneer (cottage cheese). Frozen,
 Refrigerated and Turned
 Utterly Delicious Pizza

Mithaee Range (Ethnic sweets)
 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

Chocolate & Confectionery
Amul Fruit & Nut Chocolate

Amul Bindazz
Amul Rejoice
• Amul Kesar
Milk drinks
Amul Kool Flavoured Milk (Mango, Strawberry, Saffron, Cardamom,

Rose, Chocolate, Butterscotch) (Right now AMUL stopped its AMUL
KOOL Production)
Amul Kool Cafe Amul Sexy GumsAmul Kool Koko

Milk Range
Amul Shakti 3% fat Milk

Amul Taaza 1.5% fat Milk
Amul Gold 4.5% fat Milk
Amul Lite Slim-n-Trim Milk 0% fat milk
Amul Shakti Toned Milk
Amul Fresh Cream
Milk Powders
Amul Full Cream Milk Powder

Amulya Dairy Whitener
Sagar Skimmed Milk Powder
Sagar Tea and Coffee Whitener

Amul Instant Full Cream Milk Powder
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
Amul Taaza Toned Milk 3% fat

Amul Gold Full Cream Milk 6% fat
Amul Shakti Standardized Milk 4.5% fat
Amul Slim & Trim Double Toned Milk 1.5% fat
Amul Saathi Skimmed Milk 0% fat
Amul Cow Milk

Curd Products
Amul Yogi Sweetened A Flavored Dahi (Dessert)

Amul Masti Dahi (fresh curd)
Amul Lite Dahi
Amul Prolife Probiotic dahi (Fresh Probiotic Curd)
Amul Butter Milk (Available Fresh in Pouch Pack)
Amul Masli Spiced Butter Milk
Amul Lassee

Amul Taaza Full Cream Milk

Amul Taaza is Long Life double toned 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 Lite Slim and Trim Milk
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 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

Annil Ice creams
Nut-o-Mania Range (Kaju Drakshi, Kesar Pista, Roasted Almond, Kesar

Carnival, Badshahi Badam Kulfi, Shista Pista Kulfi)Simply Delicious Range (Vanilla, Strawberry,
Pineapple, Rose, Chocolate)Millennium Ice cream (Cheese with Almonds, Dates with Honey)Milk Bars
(Chocobar, Mango Dolly, Raspberry Dolly, Shahi Badam Kulfl,, ShahiPista Kulfi, Mawa Malai Kulfi,
Green Pista Kulfi)Tricone Cones (Butterscotch, Chocolate)
Competitors in the Market
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
communicated clearly to the target market. An organizations promotional strategy consist of: can
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.
Promotion Tools Used
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
Research has its special significance in solving various operational and

planning problems of business and industry. Research methodology is to
systematically analyxc the research problem. Research is an economic activity and
as such the term should be used in a technical sense. Research in common parlance
refers to a search for knowledge.
Definition
"Research comprises defining problems, formulating, hypothesis or suggested

solution, collecting and evaluating data, making deduction and reaching and
determine whether they fit the formulating hypothesis. "
CLIFFORD WOODY
Research methodology
Research methodology is a way to systematically solve the research problem. It is a
science of studying how research is done scientifically. In it we study the various steps
that arc generally adopted by all researcher in studying his problem along with the
logic behind them it is necessary for methods but also consider the logic behind the
method we use in the contest of our research study and explain why we are using a
particular methods or technique and why we are using a particular methods or
technique and why we not using other so that research result arc capable of belling
evacuated either by the research himself or by others.
The first step in research is to define the problems carefully and agree on research
objectives. The second steps of marketing research calls for developing the efficient plan
for gathering the needed information generally there are two of data used.
Research objective
To study the brand image of AMUL DAIRY FIRM in the market

Methods of data collection
The source of information is generally classified as primary and secondary.
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.
Tools of Data Collection
Interview schedule & questionnaire was used as tool

for primary source of data collection,
b) Interview schedule consist of number of question typed m a definite order or form,

DATA ANALYSIS AND INTERPRETATION

1 Age:
NO. OF
SR.NO PARTICULAR PERCENTAGE
RESPONDENTS
1 8-15 10 17%
2 15-25 25 41%
3 25-35 15 25%
4 35- ABOVE 10 17%
5 Total 60 100%
17% 17%
8 to 15
15 to 25
25% 25 to 35
35 to above
41%
Analysis
From that it was found that:-
 8 to 15 year age group 10 peoples were used Amul product.
 35 to above year age group 10 peoples were used Amul product.
Interpretation
Thus, above table indicates that majority of people have 15 to 25 year age group.

2.Gender:-
Sr no. particulars No. of respondents percentage
1 Male 15 25%
2 Female 45 75%
3 total 60 100%
25%
male
female
75%
Analysis
 15 were peoples are male.
 45 were people are female.
Interpretation
Thus, above table indicates that majority of people have 75% females are used Amul
product.

3.Occupation:
1 Students 30 50%
2 Job 5 8%
3 Business 15 25%
4 Others 10 17%
5 total 60 100%
17%
50%
students
job
25% business
others
8%
Analysis
 30 were peoples are students
 5 were peoples are job persons
 15 were peoples are business persons
 10 were peoples are other
InterpretationThus, above table indicates that majority of people have 50%, students
mostly used Amul product.
4. How frequently do you buy Amul product.

?
Sr no. Particulars No. of respondents Percentage
2 More than once 10 17%

3 Every few month 13 22%
4 Yearly 10 16%
5 Total 60 100%
16%
45%
once a week
22% more than once
every few month
yearly
17%
Analysis
 27 peoples were frequently buy
Interpretation
Thus, above table indicates that majority of people have 45% peoples who buy
frequently the Amul product.once a week.
5.Any problem you faced while using it?

1 yes 22 36%
2 no 38 64%
3 total 60 100%

36%
yes
no
64%
Analysis
 22 were have problem
 38 were have problem
Interpretation
Thus, above table indicates that majority of 64% people have no problem were
using Amul product.
6 Do you want any changes in product?

Sr no. particulars No. of respondents Percentage
1 Yes 10 16%
2 No 50 84%
3 total 60 100%

16%
yes
no
84%
Analysis
 10 peoples were want changes
 50 peoples don’t want changes
Interpretation
Thus, above table indicates that majority of 84% people don’t want changes in Amul
product.
7. Since how many years you are using Amul product.

1 Last one year 10 17%
2 2 to 3 year 25 41%
3 3 to 5 year 15 25%
4 More than 5 year 10 17%
5 total 60 100%

17% 17%
last one year

2 to 3 year
25% 3 to 5 year
more than 5 year
41%
Analysis
 10 peoples were used
 25 people were used
Interpretation
Thus, above table indicates that majority of 41% people have used Amul product.from
2 to 3 years.
8.Which factor influenced you to buy Amul product.
Sr no. particular No. of respondents Percentage

1 Price 15 25%
2 Quality 35 59%
3 Service 5 8%

4 Company image 5 8%
5 Total 60 100%
8% 25%
8%
price
quality
sevice
company image
59%
Analysis
 15 peoples were influenced by price
 35 peoples were influenced by quality
 5 peoples were influenced by service
 5 peoples were influenced by company image
Interpretation
Thus, above table indicates that majority of 59% people are influenced by quality of
Amul product.
buy this.
9. Are you satisfied with Amul product.

Sr no particular No. of respondents percentage
1 Yes 47 78%
2 No 13 22%
3 total 60 100%

22%
yes
no
78%
Analysis
 47 peoples were satisfied
 13 peoples were satisfied
Interpretation
Thus, above table indicates that majority of 78% peoples are satisfied with Amul
product.

10. Which of the Amul product.

you generally use?
1 Dairy Product 26 43%
2 Ice Cream 14 23%
3 Biscuite 10 17%
4 Others 10 17%
5 total 60 100%
17%
43%
17% face wash

face pack
shampoo
others
23%
Analysis
26 peoples generally use Dairy Product
14 peoples generally use Ice cream
10 peoples generally use Biscuite
10 peoples generally use others
Interpretation
Thus, above table indicates that majority of 43% peoples generally use Dairy Product

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
The survey resulted into following conclusions:
 Every one use dairy product in one form or other.

 Almost 78% people told that they use only branded dairy product.
 Near about 70% people felt AMUL branding strategy effective and almost
35% people use AMUL product daily.
 Although percentage of people using same brand of product is not much
but still the share of AMUL in that brand loyalty is high.
 Butter and milk are two most preferred AMUL products.
 AMUL is the most preferred in the people age group of 15 to 35
 People liked the animated girl and concept of the AMUL advertisement very much.
 Most important things which almost everyone felt in any dairy product are the quality ;
which AMUL has maintained very well throughout.

SUGGESTION

SUGGESTION
Amul has different variety but it should aware people about their variety of product.
Amul should apply good sales promotion scheme for their products like Paneer Pizza
Sweets etc,
Since Amul is having loyal customers it should concentrate more on this factor through
various potential programs such as campaign, offer etc. this will help to increase the loyalty
towards Amul products.
Quality and brand image plays a dominant role. Milk &milk products move in the market 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.
The study is not free from sampling error.
The data is collected from Gondia territory so it is not universally
Applicable.
Assumption made by respondent suggest that views and suggestion
Given by the respondent as his or her own perception or idea.

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
•

ANEXTURE

1 Age :-
 8-15
 15-25
 25-35
 35-above
2 Gender :-
 Male
 Female
3Occupation :-
 Student
 Job
 Business
 Others
4 How frequently do you buy Amul products?

 Once a week
 More than once
 Every few month
 Yearly
5 Any problem you faced while using it?

 Yes
 No
6 Since how many years you are using Amul product?

 Last 1 year
 2-3 year
 3-5 year
 More than 5 year
7 Which factors influenced you to buy Amul product?

 Price
 Quality
 Service
 Company image
8 Are you satisfied with Amul product?

 Yes
 No
9 Which of the Amul product you generally use?

 Face wash
 Face pack
 Shampoo
 Others
10 Do you want any changes in product?

 Yes
 no

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To Study the impact of advertisement of AMUL PRODUCT to reference to Gondia City

4. SCOPE OF STHE STUDY

N.M.D COLLEGE GONDIA

N.M.D COLLEGE GONDIA

N.M.D COLLEGE GONDIA

Sales promotion consists of diverse collection of incentive tools, most short=term

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Brand image can be reinforced by brand communications such as packaging,

Brand image can be reinforced by brand communications such as packaging, advertising,

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Asset management/leveraging Consumer franchise (facilitates loyalty) Lower

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AMUL DAIRY FIRM

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AMUL BRAND BUILDING

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SCOPE OF STHE STUDY

1. This project for

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N.M.D COLLEGE GONDIA

A hypothesis is a proposed explanation for an observable phenomenon. The

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AMUL PURE GHEE : A Low Fat Low Cholesterol Bread Spread

 Amul Pasteurized Processed Cheddar Cheese

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Mithaee Range (Ethnic sweets)

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N.M.D COLLEGE GONDIA

Chocolate & Confectionery

Amul Fruit & Nut Chocolate

Amul Kool Flavoured Milk (Mango, Strawberry, Saffron, Cardamom,

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Amul Shakti 3% fat Milk

Amul Full Cream Milk Powder

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Amul Instant Full Cream Milk Powder

Amul Taaza Toned Milk 3% fat

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Amul Yogi Sweetened A Flavored Dahi (Dessert)

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Amul Taaza Full Cream Milk

Amul Lite Slim and Trim Milk

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Amul Masti Spiced Buttermilk

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Annil Ice creams

Nut-o-Mania Range (Kaju Drakshi, Kesar Pista, Roasted Almond, Kesar

Competitors in the Market

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Baby Food Nestle, Heinz

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Promotion Tools Used

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