Department of Business management

Sub. Seminar and term paper

Topic:- Amul-The Taste of India(Cheese)

Submitted to:
Dr. Babita Yadav Submitted by :-
Sunil Kumar
(Y18180530)
Table of Content
 Introduction
 Company Profile
 Objectives of Study
 Research Methodology
 Findings And Suggestions
 Conclusion
 References
 Questionnaire
Introduction
The brand name Amul means “Amulya”. This word is derived from the
Sanskrit word “Amulya” which means Priceless. A quality control expert in
Anand had suggested the brand name “Amul”. Today Amul is a symbol of
many things like of the high quality products sold at reasonable prices, of
the genesis of a vast co-operative network, of the triumph of indigenous
technology of the marketing savvy of farmer’s organization. And have a
proven model for dairy development (generally known as “Anand
Pattern”).Amul ghee, Amul Cheese, Amul Milk Powder etc. are the
products of Amul. “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
amul milk products in the world. It is also the world’s biggest vegetarian
cheese brand. Amul is the largest food brand in India and world’s largest
Pouched Milk Brand with an annual turnover of U.S $1050 million (2006-
2007). Currently Unions making have a 2.8 million producer members with
milk collection average of 10.16 million liters per day.
Introduction of FMCG
Fast Moving Consumer Goods (FMCG) goods are popularly named as
consumer packaged goods. Items in this category include all
consumables(other than groceries/pulses) people buy at regular intervals.
The most common in the list are toilet soaps, detergents, shampoos,
toothpaste, shaving products, shoe polish, packaged foodstuff, and
household accessories and extends to certain electronic goods. These
items are meant for daily of frequent consumption and have a high return.
The Fast Moving Consumer Goods Industry includes food and non-
food everyday consumer products. They are usually purchased as an
outcome of small-scale consumer decision so they are heavily supported
(advertising, promotion) by the manufacturers. Typical purchasing of
these goods occurs at grocery stores, supermarkets, hypermarkets etc.
The manufacturers are always exploring new outlets and sales locations
while the traditional retailers have introduced private label brands to
capture additional profit.
Company Profile
 Type - Co-operative Society
 Industry – Dairy /fast moving consumer good
 Founded – 1946 (73 years ago)
 Founder – Tribhuvandas Patel
 Headquarters: Anand, Gujarat, India
 Number of employees: 752 (Marketing Arm); 3.6
Millions (Marketing Members)
 Area served – Worldwide
 M.D.- Rupinder Singh Sodhi
 Revenue – 38000 crores (2018-19)
 Competitors – Britannia Industries, Nestle, Mother Dairy, Kwality Walls
 Website – www.amul.com
Products of Amul
 Breadspreads
• Amul Butter
• Amul Lite Low Fat Breadspread
• Amul Cooking Butter
 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)
• Utterly Delicious Pizza
 Mithaee Range (Ethnic sweets):
• Amul Shrikhand (Mango, Saffron, Almond Pistachio, Cardamom)
• Amul Amrakhand
• Amul Mithaee Gulabjamuns
• Amul Mithaee Gulabjamun Mix
• Amul Mithaee Kulfi Mix
• Avsar Ladoos
 UHT 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
• Amul Snowcap Softy Mix
 Pure Ghee:
• Amul Pure Ghee
• Sagar Pure Ghee
• Amul Cow Ghee
 Infant Milk Range:
• Amul Infant Milk Formula 1 (0-6 months)
• Amul Infant Milk Formula 2 ( 6 months above)
• Amulspray Infant Milk Food
 Milk Powders:
• Amul Full Cream Milk Powder
• Amulya Dairy Whitener
• Sagar Skimmed Milk Powder
• Sagar Tea and Coffee Whitener
 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:
• Yogi Sweetened Flavoured Dahi (Dessert)
• Amul Masti Dahi (fresh curd)
• Amul Masti Spiced Butter Milk
• Amul Lassee
 Amul Ice creams:
• Royal Treat Range (Butterscotch, Rajbhog, Malai Kulfi)
• Nut-o-Mania Range (Kaju Draksh, Kesar Pista Royale, Fruit Bonanza,
Roasted Almond)
• Nature's Treat (Alphanso Mango, Fresh Litchi, Shahi Anjir, Fresh
Strawberry, Black Currrant , Santra Mantra, Fresh
Pineapple)
• Sundae Range (Mango, Black Currant, Sundae Magic, Double Sundae)
• Assorted Treat (Chocobar, Dollies, Frostik, Ice Candies, Tricone,
Chococrunch, Megabite, Cassatta)
• Utterly Delicious (Vanila, Strawberry, Chocolate, Chocochips, Cake
Magic)
Objective of Study
The following are the specific objectives of the study:
1. To review the progress of dairy industry in terms of livestock development,
milk cooperative societies, milk production and per capita availability of milk
in India.
2. To examine the progress of live stock development and Dairy Development
under Cooperative System in Andhra Pradesh in general and in Nellore
district in particular;
3.To identify the current problems and challenges confronted by the dairy
industry and to suggest remedial measures to overcome these problems.
4.To study the role of the village level milk producers Cooperative Societies in
fostering Dairy Development at the village level and the Socio-economic
characteristics of dairy farmers in Nellore district;
5.To analyse the economics of milk production in Nellore district in terms of
cost of production and revenue and to evaluate the impact of dairy
development on the living conditions of the members.
Research Methodology
Both secondary and primary sources of data are used in the study. The
secondary published sources include Dairy India, Indian Dairyman, Statistics
relating to Agriculture and Industry Surveys, Statistical Abstracts of
Directorate of Economics and Statistics, Indian Dairy Year Book, Statistical
Abstracts and Annual Reports of National Dairy Development Board
(NDDB), Andhra Pradesh Dairy Development Cooperative Federation
(APDDCF) and Nellore District Cooperative Milk Producers Union
(NDCMPU), Nellore. Primary Data were collected from the sample
NDCMPU at the village level and from the members of the cooperative
societies of the Union through separate structured schedules constructed for
the purpose.
 Research Design

 Sample Technique
A convenient sampling technique tool was adopted for data collection.
 Sample Size
A sample size taken in this is 30 customers.
 Area of Study
The area of the research will be confined to sagar city.
 Tools for Analysis
The tool use for the data analysis is percentage analysis.
Findings And Suggestions
Based on the findings of the present study, the following suggestions are
offered.
1. With a view to cutting the input costs of milk production, the farmers are to
be advised as far as possible, to grow fodder in their own lands instead of
purchasing from the market. The village level cooperative societies should
supply fodder seeds to the members at subsidized rates.
2. The cooperative societies should take the responsibility of bulk buying of
dairy inputs such as rice bran, feed/groundnut cake, and medicines and
supply them to the members at cost-to-cost price so that the members can
minimize the cost of production of milk.
3.The village level cooperative societies are required to arrange for mobile
vans/vehicles to collect the milk from the door steps of the farmers, however,
low may be the quantity supplied by an individual farmers.
4.The government in turn should provide veterinary services in every village or
should make the Veterinary Assistants/Doctors to visit every village at regular
intervals so that the farmers can benefit from such facilities.
5.Insurance facilities should be provided at reasonable premium rates to cover
the risk of animals particularly the cross bread animals which cost very high
and whose loss would be an unbearable burden to the small and marginal
farmers.
 Conclusion
Globalization and Liberalization are the mantras of the new economy today,
which is now on the fast track. The World Trade Organization effective from
01 April 2001 and the imports and exports getting liberalized in the global
economy, the dairy industry, which includes dairy products, faces both an
opportunity for growth as well as a threat for its growth. The results of the
study are applicable to organized sector dairies which market pasteurized
branded fluid milk. It is suggested that the dairies should analyze their
marketing mix elements and improve the marketing efforts so as to maintain
loyal customer base and towards achievement of their goals.
References
 www.sabardairy.org
 www.amuldairy.com
 www.indiadairy.com
 www.ibef.org
 www.indianfoodindustry.net
Questionnaire
Q.1. Which of the following marketing inputs is more influencing to you for
buying an Amul product?
A. Product Quality ( ) B. Promotion(Advt./Discounts) ( )
C. Consistency ( ) D. Accessibility ( )

Q.2. Which Amul product you used mostly?

A. Milk ( ) B. Cheese ( )
C. Ice Cream ( ) D. Butter ( )

Q.3. Do you use cheese?

A. YES ( ) B. NO ( )
Q.4. Which type of advertising (promotion Strategy) is most preferred by
Amul outlet?
A. Newspaper ( ) B. Poster/Hoardings ( )
C. Online ( ) D. Others ( )

Q.5. Which cheese brand are you using?

A. Mother Dairy ( ) B. Amul ( )
C. Britannia ( ) D. Patanjali ( )

Q.6. What is your weekly consumption of cheese?

A. Less than 2kg ( ) B. 2-5 kg ( )
C. 5-8 kg ( ) D. 8-10 kg ( )

Q.7. Are you satisfied with the promotion strategy developed by top
management?
A. Fully Satisfied ( ) B. Moderate Satisfied ( )
C. Less Satisfied ( ) D. Dissatisfied ( )

Q.8. Among the following type of customer which one type of customer come
more to your outlet?
A. Loyal Customer ( ) B. Discount Customer ( )
C. Impulse Customer ( ) D. Need Based Customer ( )

Q.9. Are you facing any problem with the current brand’s cheese are you
using?
A. YES ( ) B. NO ( )

Q.10. Are you satisfied with the quality of Amul products?

A. YES ( ) B. NO ( )
Personal Information:-

Name of Respondents:- ……………

Gender :- Male ( ) Female ( )
Age:- 15-25 ( ) 25-35 ( ) Above 35 ( )
Occupation:- Student ( ) Prof. & Service ( ) Housewife ( )

Respondent’s Signature Sunil Kumar

………………………. BBA 3rd Semester
Thank-You