The Taste of India

INTEGRATED PROJECT WORK ASSIGNMENT

ON AMUL
 Anand Milk Federation Union Limite d

INTRODUCTION

 Amul is an Indian dairy cooperative, placed at Anand in the state of Gujarat, India.
It Formed in 1946,

 The Dr. VergheseKurien, founder-of company amul and this brand is control by
cooperative body, Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF),

 In Gujrat Apex organization of the 17 milk cooperatives, is known as 'AMUL‘.

 which is a target to give a good remunerative return to the agriculturist as money

and also give the interest of consumers by giving better products which is Gujarat
Cooperative Milk Marketing Federation (GCMMF).

 It is India's largest food product marketing organization with annual turnover (2017-
18) US$ 4.5 billion
 Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF),

Its daily milk procurement is approx 18

million lit per day from 18,554 village milk
cooperative societies.

18 member unions covering 33 districts, and

3.6 million milk producer members

It operates through 56 Sales Offices and has a

dealer network of 10000 dealers and 10 lakh
retailers, one of the largest such networks in
India.
 FOUNDER
 The Dr. VergheseKurien, founder-of company amul Amul formed India's White
Revolution,

 It made the country the world's largest suppliers of milk and milk products.

 In the process Amul became the biggest food brand in India and has ventured into markets
overseas.

PRESENT
 R S Sodhi, present managing director of GCMMF said that the federation target to
achieved the turnover of Rs 22,000crore,in.the.financial.year.2017-18.

 The cooperative giant has record its highest ever progress of 51 per cent in
the last two years,

 The yield grow from Rs 8,005 crore to Rs 20,733 crore during the last 5 years, It shows a
accumulate average grew from rate of (CAGR) of 21 percent.

MISSION
Amul now aiming a Rs 50,000-crore turnover in the next 5 years.
 REASON FOR SUCCESS

DIVERSE PRODUCT MIX

SUCCESS

THE Brand value of Amul –

quality value for money,
Availability, service
GROWTH RATE AND MARKET SHARE
 PRODUCTS
 Breadspreads
 * Amul Butter
* Amul Lite Low Fat Breadspread
* Amul Cooking Butter
* Delicious Margarine
 Pure Ghee
 * Amul Pure Ghee
* Sagar Pure Ghee
* Amul Cow Ghee
 Milk Powders
 * Amul Full Cream Milk Powder
* Amulya Dairy Whitener
* Sagar Skimmed Milk Powder
* Sagar Tea and Coffee Whitener
 weetened Condensed Milk Fresh Milk
 * Amul Taaza Toned Milk 3% fat
* Amul Gold Full Cream Milk 6% fat
* Amul Shakti Standardised Milk 4.5% fat
* Amul Slim & Trim Double Toned Milk 1.5% fat
* Amul Saathi Skimmed Milk 0% fat
* Amul Cow Milk
 Curd Products
 * Yog Sweetened Flavoured Dahi (Dessert)
* Amul Masti Dahi (fresh curd)
* Amul Lite Dahi
* Amul Prolife probiotic Dahi
* Amul Masti Spiced Butter Milk
* Amul Lassee
 Amul Icecreams
 * Vanilla Royale
* Royal Treat Range (Butterscotch, Rajbhog, Malai Kulfi)
* Nut-o-Mania Range
 DR RICHA NANGIA

BUSINESS ETHICS CORPORATE GOVERNANCE

 Corporate social responsibility (CSR)

 Corporate social responsibility (CSR) has been defined as the commitment of

business to contribute to sustainable economic development working with
employees,
 The term Corporate Governance refers to the relationship amongthe three groups in
determining the direction and performance of the corporation
 CSR-sensitive Organisational Structure
 CSR-sensitive Business Philosophy
 CSR-orientation To Distributors & Retailers
 CSR-oriented To Staff
 CSR HELPS AMUL

 Good relationship with local community eases business activities.

 This type of engagement with stakeholders creates buyer awareness and loyalty.
 Gets the company, positive press coverage
 Business innovation: Developmentof new technologies, materials
processes that reduce water, energy usage or harmful materials.
 Builds goodwill of the company.
 Various CSR activities conducted with the help
of employees helps in building their morale and creates a positive
environment.
 To give back to the society.
 SOME OF (Corporate Social Responsibility) AMUL INITIATIVES

 Amul Relief Trust in the earthquake affected Ratadia Village in Mundra

Taluka of Gujarat. {2008}
 TREE PLANTATION{2009}
 TRIBHOVANDAS FOUNDATION{2010}
 SGSY{2011}
 DAIRY DEMONSTRATION FARM{2012}
 AMUL SCHOLAR{2013}
 BLOOD DONATION{2014}
 RURAL SANITATION CAMPAIGN{2017}
 OTHER ACTIVITY {2017-18}
Amul Relief Trust in the earthquake affected Ratadia Village in Mundra Taluka of
Gujarat
 A school reconstructed by Amul
Relief Trust in the earthquake
affected Ratadia Village in
Mundra Taluka of Gujarat.

 A school reconstructed by Amul

Relief Trust in the earthquake
affected Nana Asalia Village in
Mundra Taluka of Gujarat
 Quality Management System Programme

 The initiation of Total Quality

Management (TQM) was to work
with the well known quality
management initiatives
 which have proven to be effective
elsewhere to create a culture of
transparency, openness and leadership
in the organization.
 TREE PLANTATION{2009}

Whole dairy cooperative farmers of

Gujarat under GCMMF have so far planted
3,12 lakh saplings.

Considering 57% survivability (based on

post plantation survey data), when the
saplings fully grow up

would provide additional 1,39,735 ha. of

green cover which is additional 6.41% forest
cover for Gujarat

FOOD SAFETY POLICY

We at AMUL, are committed to produce
safe and wholesome food to continually
remain as the market leader by providing
food products delighting customer
expectations and bestow safety
 TRIBHOVANDAS FOUNDATION{2010}
 . Tribhuvandas Foundation is an
Integrated Rural Health &
Development Programme of Amul

 Hygienic & Clean Milk Production

Drive:The primary village dairy co-
operative societies operate every morning
and evening for the village farmers. Milk
delivered by a producer is measured and a
sample is drawn for a quality-testing.
 SGSY{2011

 Swarnjayanti Gram
Swarozgar Yojana (SGSY)
of The Government of India
(Ministry of Rural
Development) on their
Special Project on
“Improving Socio-economic
Conditions of BPL Families
of Kheda District
DAIRY DEMONSTRATION
FARM{2012}
 Amul has come out with
various schemes to increase
cattle holding per farmer
thereby their income.
 AMUL SCHOLAR {2013}

 To encourage outstanding children of farmers in pursuing higher studies Amul

introduced scholarship schemes
 Animal Health care
 Self Managing Leadership Programme

BLOOD DONATION{2014

 . Blood donation camps are organized regularly in rural areas through Village Dairy
Co-operative Societies.
 RURAL SANITATION CAMPAIGN{2015}

 Amul Dairy has launched a novel scheme for total rural sanitation and set a target
for itself whereby not a single milk producer will attend to nature’s call in the open.
 Amul Leadership Workshops {2018}
 Encourages woman to participate in dairy co-op societies. Amul‟s member unions
organized three self managing leadership workshops at
PRAJAPITA,BRAHMAKUMARIS,MOUNTABU. 3100 women participated in
this programme.
 CORPORATE GOVERNANCE
 Corporate Governance refers to the way a corporation is governed. It is the technique by
which companies are directed and managed. It means carrying the business as per the
stakeholders’ desires. It is actually conducted by the board of Directors and the concerned
committees for the company’s stakeholder’s benefit. It is all about balancing individual
and societal goals, as well as, economic and social goals.

 Benefits of Corporate Governance

 Good corporate governance ensures corporate success and economic growth.

 Strong corporate governance maintains investors’ confidence, as a result of which,
company can raise capital efficiently and effectively.
 It lowers the capital cost.
 Good corporate governance also minimizes wastages, corruption, risks and
mismanagement.
 It helps in brand formation and development.
 CODE OF CONDUCT

The term Corporate Governance refers to the relationship amongthe three

groups in determining the direction and performance of the corporation
 DR RICHA ARORA

CUSTOMER RELATIONSHIP MANAGEMENT

 Customer relationship management (CRM)

 CRM is a term that refers to practices, strategies and technologies that companies
use to manage and analyze customer interactions and data throughout the customer
lifecycle, with the goal of improving customer service relationships and assisting in
customer retention and driving sales growth.
Tim Ehrens
Need and Importance of CRM:
1. Better service to customers
2. Customization of market offerings:
3. Reduction in the customer defection rate
4. Increase and improvement in long-term relationships
5. Building and maintaining corporate image:
 CRM IN AMUL

 Amul is the most successful Indian brands in the FMCG industry. Amul in the past
years was known for creating white revolution in India and now it has made India
the largest producer of milk and milk products all across the world. which today
markets its business with more than 750 employees with jointly 3.6 million milk
producers in Gujarat alone.As they use customer relationship measures
 METHODS OF CRM USED IN AMUL
 SPONSORSHIP FOR AWARDS AND OLYMPICS
 TALENT PROMOTIONS THROUGH EVENTS
 CONSTANTS FEEDBACK FROM DISTRIBUTORS
 PUBLIC AWARNESS CAMPAIGNS
 WORLD MILK DAY CELEBRATIONS
 IN- STORE INTERACTIVE CELEBRATIONS ON FESTIVALS
 INFORMATION TECHNOLOGY INTEGRATION
 MOBILE APP FOR CONSUMERS
 MOBILE APP FOR CONSUMERS

 Morning walks to the nearest milk booths may soon become a thing of the past as dairy
majors like Amul plan to launch mobile applications to reach out to consumers directly.

 In any case, major dairy players like Amul and Mother Dairy are already selling through e-
grocers like BigBasket and Grofers to woo busy urban consumers.

AMUL CUSTOMER RELATIONSHIP MANAGEMENT SOFTWARE METHOD

 Amul is using Automatic Milk Collection System to delivers perfection and digital
automation in dairy industry

 Amul milk collection software provides a centralized system to connect all dairy farmers of
India.

 AMCS automates the traditional milk collection process while it performs operations like
milk quality testing and analysis, and is installed at Village Cooperative Societies

 This leads to time saving since over 1000 producers enter a village cooperative each day and
increased transparency.

 Enterprise-wide Integrated Application Systems were used to align various sub software
systems in place.
MARKETING STRATEGY

 The typical customers of Amul belong to the Sec B and Sec C segment wherein they
are either middle class or lower class. Amul in general uses mass marketing and
therefore it targets these 2 classes majorly
The main challenges to effectively achieving Amul’s vision are
 Highly fragmented, small scale supplier base
 Low income consumers
 Lack of infrastructure
 Milk is a highly perishable good
 Lack of capital
AMUL VARIOUS SOCIAL MEDIA PLATFOEM
MS VIBHA TIWARI

ENTREPRENUERSHIP
 BUSINESS OWNERSHIP

 Amul is an Indian dairy cooperative, placed at Anand in the state of Gujarat, India.
 It Formed in 1946, The Dr. VergheseKurien, founder-of company amul and
 this brand is control by cooperative body, Gujarat Cooperative Milk Marketing
Federation Ltd. (GCMMF), is India's largest food product marketing organization with
annual turnover (2017-18) US$ 4.5 billion

NAME OF ENTREPRENEUR
DR VERGHESE KURIEN

 Arriving in Anand in 1949 as a government employee to manage a dairy,

 He went from helping farmers repair their machinery to revolutionizing the Indian dairy
industry by scripting Operation Flood,

 A cooperative movement that turned India from a net importer of milk into one of the world’s
two largest producers today.

 Not for nothing was Verghese Kurien (left) called the Milkman of India,

 Though his vision was a simple one of offering thousands of small dairy farmers centralised
marketing and quality control facilities
PRODUCTS AND COMPETITORS
 MONTHLY PRODUCTION TARGET

 The Gujarat Cooperative Milk Marketing Federation (GCMMF) is targeting a

turnover of Rs 50,000 crore by 2020 by aggressively marketing its products under
the iconic Amul brand
 Amul has so far connected 35 lakh milk-producing farmers in Gujarat through
12,000 villager cooperative societies, who transport milk to processing and
manufacturing units. Amul has a unique business model. Within 12 hours of milk
procurement, the farmer gets payment
 Amul’s combined processing capacity will increase by another 90 lakh litres daily to
322 lakh litres.”
 Its daily milk procurement is approx 18 million lit per day from 18,554 village
milk cooperative societies, 18 member unions covering 33 districts, and 3.6
million milk producer members
METHOD USED FOR INVENTORY CONTROL
 MOTIVATIONAL FACTORS

 This Polish proverb that rightly says, ‘If the farmer is poor then so is the whole country.’

 It was Sardar Vallabhbhai Patel, Tribhuvandas Patel and Dr Verghese Kurien who must’ve understood what
this quote meant and took certain measures to stop the exploitation of the farmers Milk Producers had to travel
long distances to deliver milk to the only dairy, the Polson Dairy in Anand

 Often milk went sour as producers had to physically carry the milk in individual containers, especially in the
summer seasonMilk is a commodity that has to be collected twice a day from each cow/buffalo.

 In winter, the producer was either left with surplus / unsold milk or had to sell it at very low prices.

 Moreover, the government at that time had given monopoly rights to PolsonDairy (around that time Polson
was the most wellknown butter brand in the country) to collect milk from Anand and supply it to Bombay city
in turn.

 India ranked nowhere amongst milk producing countries in the world because of its limitations in Angered by
the unfair and manipulative trade practices, the farmers of Kaira District approached

DR VERGHESE KURIEN

 Arriving in Anand in 1949 as a government employee to manage a dairy,

 He went from helping farmers repair their machinery to revolutionizing the Indian dairy industry by scripting
Operation Flood,

 A cooperative movement that turned India from a net importer of milk into one of the world’s two largest
producers today.
DR RUCHIKA YADAV

STREES MANAGEMENT
 STRESS

 Stress is an automatic physical, mental and emotional response to a challenging

event and a normal part of everyone's life.
 When channeled positively, stress can lead to growth, action and change. But
negative stress can lessen your quality of life.
 Stress management offers a range of strategies to help you better deal with stress and
adversity in your life.
 Managing stress can help you lead a more balanced, healthier life.
Types of Stress in an organization
 Acute Stress
 Chronic Stress
 Eomotional Stress
 Practices Undertaken By Amul For Stress Management

 Encourage Physical Activity

 Get Employees Out Of The Office
 Offer Benefits
 Make Your Employees Feel Valued
 Help Employees Move In The Office
 MEASURES TAKEN BY AMUL FOR STRESS MANANGEMENT

 PROVIDE A ‘CHILL OUT’ SPACE IN THE OFFICE

 COMMUNICATE WITH YOUR EMPLOYEES
 CREATE SOCIAL ACTIVITY
 INTRODUCE WORKPLACE WELLNESS SCHEMES
 TALENT MANNAGEMENT
 MANAGAER APPRAISAL METHOD
 Encourage open communication
 Create family-friendly policies to encourage work-life balance
 Provide training for workplace stress management
 EMPLOYEES’ SUGGESTION TO REDUCE STRESS

 Set clear goals for employees.

 Offer a flexible work environment.
 Reward employees when the business does well
 Let them come in late or leave early
 Friendly talk with employees
 Take your meeting for a walk.
 Pretty up the place with plants
CONTEMPORY ISSUES DISCUSSION (CID)III
 2017-18
 Gujarat Co-operative Milk Marketing Federation Ltd, which markets
the Amul brand of milk and dairy products,

 reported an 8% increase in turnover at Rs 29,220 crore for the financial year ended
March 31, 2018.

 Its branded consumer products registered growth of 14% over the previous year,
with products such as cheese, butter, milk beverages, paneer, cream, buttermilk and
dahi having expanded 20-40%.

 The group turnover of Amul brand has crossed Rs 41,000 crores which is 10%
higher than last year
 MARKETING STRATEGIES

Developing demand
Limited purchasing power, modest consumption levels
A low Cost price strategy products.

The distribution network

Dry and cold warehouses
Cash transaction through the supply chain
JIT improves dealers return on investorsROI

Umbrella brand
Common brand for most products categories

Amul sub brand edible oil products-Dhara ,minerals

water –jal Dhara brand while fruits drinks safal
Third party services providers
Core is milk processing production of dairy products

Logistics of milk collection, distribution of dairy

production through dealers and retails store
 Quality Mangemnet
They check temperature controls ( log sheets), MBR and Keeping quality time to
ensure their product are processed complying internal and external standards.
Bulk Milk Chillers:
 Bulk Milk Chillers are at village co-operative society level. This system has drastically
improved the microbiological quality of milk
Road Milk Tankers:
 This system has almost wiped out any possibility of spoilage to milk. Chilling milk at
grass root level and transportation of the same in road milk tankers have reduced
microbial load in raw milk
Animal Disease Diagnostic Laboratory:
The mobile and immobile laboratories have contributed to clean milk production drive in
routine
Analytical Methods
 The BactoScan™ FC is designed for fully-automatic, rapid and reliable determination of
the hygienic quality of raw milk.
 THE SUCCESS OF AMUL PRODUCTS

Efficient
The Amul
Supply
Girl (The
chain
AmulAdvert
ising
Campaign)

Innovation
Why a AMUL CHOLATE FAILED

 Lack of importance
 Lower number of variants
 Low relative cost of promotion
 Low differentiation (the category
does not have anything much to offer
in terms of a real difference in taste or
texture.)
 Focus on a regional hub
 Competition
 Current News and Digital Trend

Amul has engaged Ahmedabad-based firm Infibeam to

develop the application.

 Infibeam will also be responsible for last-mile

connectivity.
 Sodhi said that once a customer places an order through
the app, Infibeam will arrange for the product to be picked up
directly from the distributor and delivered to the customer.

Current News

 Infibeam to launch Sintex’s online B2C platform for consumer

 agreement with Sintex-BAPL Ltd, a wholly owned subsidiary of Sintex Industries to

develop, integrate, implement and maintain an online ecommerce and mobile platform
with
 Amul to raked in world top 10 milk processor now
MS KIRTI SHARMA

Management information systems

 Management information systems
 Management information systems refer to the practice of integrating computer
systems, hardware, and software used to meet an organization’s strategic goals.

 A MIS provides companies with four different types of information: descriptive,

diagnostic, predictive and prescriptive.
BY KENNETH HAMLETT
 Management Information Systems IN AMUL

 AMUL federation has now integrated its countrywide operations through successful
implementation of the "Enterprise-wide Integrated Application System".

 They believe that introduction of similar integrated ERP systems at their Member
Unions will help us ensure that the IT revolution serves their members better.

 Their Federation is among the Top 100 IT Users in the country. Currently, there are
more than 3,000 computers installed in our village societies, which support the
Automated Milk Collection System.

 Their goal is to install computers in all our village societies and to integrate them
with their respective unions.
TYPES OF INFORMATION
 Descriptive Information

 AMUL SALE REPORT, PRODUCTION

 Amul FY17 sales jump 17.5% to Rs 27,043 crore

Diagnostic Information

FUTURE PROBLEMS OF AMUL

 With rising disposable incomes, there is growing demand for milk and milk products.
 To meet this, we need to expand our network of dairy farmers rapidly.
 The challenge is to get the next generation of dairy farmers interested in this occupation.
 Children of dairy farmers are educated and do not want to get up early in the morning to
take out milk and repeat the process in the evening all days of the year, with no holidays.
 They prefer employment in factories with a fixed pay and holidays.
 To get them to work for us is the biggest challenge.
 Predictive Information

WHAT SHOULD BE DONE

 DIVERSIFY PORTFOLIO OF PRODUCTS
 INCRESASE THE PRODUCTION MILK PROCUREENT
 PUSH UP THE CHOLCLATE BRAND IN MARKET
 INSTALL MORE MILK TOKEN SERVICES
 CATEGORIZE AS COMPONENETS OF INFORMATION SYSTEM AND MODERN
DECISION SUPPORT SYSTEM
ROLE OF MIS IN STRATEGIC PLANNING OF
AMUL

The positive impact IT can have on rural India,

they only need to take a look at Amul.

 Automated milk collection centers, to making IT

literacy compulsory for its employees, Amul leaves
no stone unturned in promoting its IT initiatives

Digital Divide that don't or have restricted access

to internet.

six million litres of milk per day from about 10,675

separate village co-operative societies throughout
Gujarat, and storing, processing and producing of
milk products at the 16 district dairy societies, is
carried out with military-like precision
 ROLE OF MIS IN MANAGERIAL CONTROL

 Skills Consulting & Training Company, providing tailored made programs in several areas in business
 of Free flow of information between staff , it is easy for us to contact each other any time, any where , visit
 employee input is valuable and ideas taken seriouly
 management style is decentralized

ROLE OF MIS IN OPEATION CONTROL OF AMUL

Management information systems (MIS), produce fixed, regularly scheduled reports based on data
extracted and summarized from the firm’s underlying transaction processing systems
Decision Support Systems (DSS)

Executive Information Systems (EIS)

Marketing Information Systems (MIS) are Management Information Systems

designed specifically for managing the marketing aspects o

School Information Management Systems (SIMS) cover school administration,and

often including teaching and learning materials.

Enterprise Resource Planning (ERP) facilitates the flow of information between all
business functions inside the boundaries of the organization
 EXAMINE CURRENT STATUS OF COMPANIES EXTERNAL INFORMATION
SYSTEM

 Amul’sIT strategy by providing an application software Dairy

InformationSystem Kiosk(DISK) to facilitate data analysis and

decision supportin improving milk collection

 Farmers can have access to information related to milk

production,including best practices in breeding and rearing

cattle.

 As a large amount of detailed history on milk production is

availablein the database, the system can be used to forecast milk

collection andmonitor the produce from individual sellers.

THE CHANNEL NETWORK

 Procurement channel- upstream flow

 Distribution channel- downstream flow

 EXAMINE CURRENT STATUS OF COMPANIES EXTERNAL INFORMATION
SYSTEM

INTERNET SERVICES
Amul use transparent network of
distribution in online. In this the growth
is depend on their automatic milk
procurement which provide both online
and offline services

GCMMF has divided

market into different
geographic units suchas
region, states, cities et

GCMMF identifies this

kind of variables anddeals
with it
 DR AVJEET KAUR

CONSUMER BEHAVIOUR
 CONSUMER BEHAVIOUR

 Consumer behavior involves activities people undertake when obtaining, consuming of

disposing of product and services
 Consumer behavior is referred to as the study of when, why, how, where and what people
do or do not buy products. It attempts to understand the buyer decision making process,
both individually orgroups

 Buying behavior involves both individual ( psychological) and group process.
 Buyer behavior is reflected from awareness right through post purchase evaluation
indicating satisfaction and non satisfaction , from purchaser
 Buyer behavior includes communication, purchasing and consumption behavior
 Consumer behavior is basically social in nature hence the social factors play important
roles in shaping buying behavior

By Blackwell And Engel

Factors Influencing Consumer Behavior
 Objectives of Consumer Behaviour Analysis

 The objectives of consumer behaviour analysis are mostly consumer researches are
undertaken to find out the attitudes of the consumer about a product.
 Their preferences, likes and dislikes which lead to the further modernization of the
sales strategies by the marketer.
 Researches can be conducted to find out the percentage of people using a certain
product or facility (a pager or mobile phone).
 Researchers may also like to know the types of consumers and their demographic
characteristics for a particular product.
 They may also like to experiment with new promotional campaigns, and since these
campaigns require a lot of expenditure, they may do researches to be sure of the
campaign’s success, before the final launch of the campaign.
AMUL FIVE STAGES OF CONSUMER DECISION MAKING PROCESS
 SCOPE OF AMUL

 Customer behavior is an important element in the marketing and in amul. This

customer behavior decides the fate of the product and organization. There is various
factors influence to the customer behavior. These factors are

 Post purchase behavior,
 Reputation,
 Product availability,
 Branding,
 Convenient
 FUTURE EXPANSION OF AMUL

 . Amul Plans To Expand From Dairy Products, Now Moving On To Fruits And
Vegetables
 Amul plans innovative programmes to make dairy industry

 Amul eyes near Rs 50,000-cr group turnover in fiscal 2018-19; to grow at 20%,
says MD R S Sodhi

 Amul targets premium ice creams in the south, plans to take on rivals
 CUSTOMER BASED MARKET SEGMENTATION

Amul kool, chocolate,

milk nutra mul energy
drink ,Amul kool milk

KIDS
Amul calci+
WOMEN
Utterly delicious pizza amul pizza
cheese
YOUTH Amul cheese spread

Amul Lite ,sagar skimmed Milk powder,

CALORIE
Amul Lite slim and trim Milk
CONSCIOUS

HEALTH
CONSCIOUS
Natmul, Amul shakti Health Food Drink
 GRAPHIC REPRESENTATION OF CONSUMER BEHAVIOUR TOWARDS AMUL
PRODUCTS
 MOST FAVOURED OF CONSUMER MOST FAVOURED PRODUCT
AMUL 45
40
35
30

PERCENTAGE
25
20
15
10
5
0
ICE MILK MILK
BUTT CHEE SHRIK PANN
MILK CREA GHEE DAHI KOOL BUTT KHOA POW
ER SE HAND IER
M ER DER
Series 1 42.5 25 16.67 5 3.33 1.67 3.33 1.67 0.883 3.33 0.83 0.83

AMUL MARKETING STRATEGY

The main reason for increase 50
45
the sale of the “AMUL 40
35
PERCENTAGE

PRODUCT” 30
25
20
15
10
5
0
Effective
comparatively change in the quality of
advertisement other ideas
low price taste products
sysyem
Series 1 21.67 2.5 45.83 28.33 1.67
 •Factor which affect the most

AMUL GOODWILL BASED ON

60

50

40

Axis Title
30

20

10

0
EASY
QUALITY BRAND IMAGE PRICE OTHERS IDEAS
AVAILABILITY
Series 1 52.5 30.83 4.17 10 2.5

•Satisfied with the quality of SATISFIED WITH AMUL QUALITY

Amul Product
5%
15% FULLY SATISFIED
45% SATISIED
NOT SATISFIED

35% BELOW TASTE

 DISCUSSION OF E COMMERCE

 E-Commerce is that it is an online commercial or sales transaction that takes place

between the supplier and the customer
TYPES
 Business-to-Business (B2B)
 Business-to-Consumer (B2C)
 Consumer-to-Consumer (C2C)
 Consumer-to-Business (C2B)
 Business-to-Administration (B2A)
ROLE OF ECOMMERCE IN AMUL ( THE MILK INDUSTRY)
GCMMF executed an agreement with Ahmedabad-based Infibeam Incorporation to
obtain online e-commerce and mobile platform with integrated logistics framework
for on-demand customer purchase of Amul Products.
 Search engine optimization

 Refers to the employment of several strategies that make it easier for search engines
like Google to index your website and serve it up to people looking for the
information it offers.
 The result of SEO is organic traffic—visitors who come to your website by clicking
on it in search results.

 There are two types of SEO that help to improve your website’s ranking: on-page
SEO and off-page SEO
MARKETING STRTEGY
BCG MATRIX
 FINDING

 As we know amul is one of largest brand in asia which benefit millions of people
and farmers,Here are some of reason what makes amul so special
 Its physique: Taste,Quality
 Relationship: Sociable
 Reflection: Value oriented
 Personality: simple and indian taste
 Culture: co-operative,Sharing
 Self-image: Proud indian,Fun loving
These are some of reason of WHY AMUL IN INDIA?
 SUGGESTION

 Amul can venture out on new products like toned milk condensed milk that can be
used for sweerts,Baby foof products.

 There are certain products like amul basundi ,gulab jamoon,choclate etc which are
not as popular as amul ice crean Amul must try to understansd the cause of this
through market research and work on improving these products

 Though Amul hoarding are a huge success,it can penetrate even better in the rural
areas by advertising through the media viz cable chnnels and newspapers,sponsoring
shows in TV sports events can be of great help.
CONCLUSION