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A Summer Internship Project Report On MARKET ANALYSIS & IMPACT OF LOCALIZED PROMOTIONAL ACTIVITIES OF AMUL PRO FOR THE

AWARENESS OF CONSUMERS

CHAPTER-1 INTRODUCTION OF THE COMPANY

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A Summer Internship Project Report On MARKET ANALYSIS & IMPACT OF LOCALIZED PROMOTIONAL ACTIVITIES OF AMUL PRO FOR THE AWARENESS OF CONSUMERS

1.1

Industry Profile:-

1.1.1 The World Dairy Situation:


The International Dairy Federation (IDF) last month released its World Dairy Situation 2011 report during the World Dairy Summit in Parma, Italy. This annual report highlights global trends in farm milk production, dairy processing and world trade in dairy products and brings strategic insights about the growing and dynamic world dairy market for use by producers of farm milk, dairy product manufacturers and end users of dairy products around the globe. World farm milk production from all species of animals in 2010 grew by 1.8 percent. Milk from dairy cows, which represents 83 percent of the world total farm milk production of 721 million metric tons (mmt), grew by 1.6 percent in 2010, while buffalo milk production grew by 3.1 percent (and accounts for 13 percent of total world farm milk production). This growth in farm milk resulted in increases in world processed production of all major dairy products. \ After decreasing slightly in 2009, global per capita milk and dairy production grew by 1 percent in 2010 to average 104.6 kilograms (milk equivalent). World regions with the largest share of world milk consumption include Asia (39 percent of global dairy consumption), Europe (29 percent) and North America (13 percent). However, according to the IDF report, South America experienced the largest rate of growth in dairy consumption followed by Asia. World trade in dairy products continues to grow and in 2010 accounted for over 7 percent of farm milk production, or 51.9 mmt. This was an increase of 9 percent above the previous year. Most of these dairy products in world trade came from the top 4 exporters, with the European Union, New Zealand, United States and Australia accounting for 73 percent of world dairy exports. World dairy market prices in 2010 and early 2011 recovered from the lower levels seen in late 2008 and early 2009. IDF reports that farm milk prices in the United States in 2010 were 27 percent higher than year-earlier and increased 22 percent in New Zealand and 15 percent in the European Union.

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A Summer Internship Project Report On MARKET ANALYSIS & IMPACT OF LOCALIZED PROMOTIONAL ACTIVITIES OF AMUL PRO FOR THE AWARENESS OF CONSUMERS

The full report includes many more details about world trends in milk production, processing, trade and consumption, as well as farm milk and wholesale dairy product prices. In addition, the chapter entitled World Dairy Market Forum includes detailed articles from leading world dairy experts on topics like Trends in Milk Production Worldwide, Trade Barriers in the Dairy Sector, and Trends and Characteristics of Demand for Dairy Products in Developing Countries. Finally, the report includes more detailed reports on the state of the dairy industry in 48 individual country.

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1.1.2 Indian Dairy Industry--A Profile:


Indias dairy sector is expected to triple its production in the next 10 years in veiw of expanding potential for export to Europe and the West. Morever with WTO regulations expected to come into force in coming years all the develope countries which are amoung big exporters today would have to withdraw the support and subsidy to their domestic milk product sector. Also India today is the lowest cost producer of per litre of milk in the world, at 27 cents, compared with the US. 63 cent. Also to take advantage of this lowest cost of milk production and increasing production in the country multinational companies are planning to expand their activities here. Some of those 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. The urban market for milk products is expected to grow at an accelerated pace of around33% per annum to around Rs.83, 500 crores by year 2010. This growth is going to come from the greater emphasis on the processed food sector and also by increase in the conversation of milk into milk products. By 2010, the value of Indian dairy produce is expected to be Rs 10, 00,000 million.Presently the market is valued at around Rs7, 00,000mn.

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A Summer Internship Project Report On MARKET ANALYSIS & IMPACT OF LOCALIZED PROMOTIONAL ACTIVITIES OF AMUL PRO FOR THE AWARENESS OF CONSUMERS

1.1.3 Co Operative Unions:


Backward integration of the process led the cooperatives to advances in animal husbandry and veterinary practice. The system succeeded mainly because it provides an assured market at remunerative prices for producers' milk besides acting as a channel to market the production enhancement package. What's more, it does not disturb the agrosystem of the farmers. It also enables the consumer an access to high quality milk and milk products. Contrary to the traditional system, when the profit of the business was cornered by the middlemen, the system ensured that the profit goes to the participants for their socioeconomic upliftment and common good. Recently the Indian cooperative movement got a much needed facelift. With competition snapping at its heels, the sector which has been governed by arcane laws until the recent past will see a special provision inserted in the companies Act, 1956. All the cooperative unions will be re- christened cooperative companies; they will come under the purview of the registrar of companies, instead of the registrar of cooperatives. Dairy cooperatives account for the major share of processed liquid milk marketed in the country. Milk is processed and marketed by 170 milk producers cooperative unions, which federate into 15 state co-operative milk marketing federations. The dairy board's programmes and activities seek to strengthen the functioning of dairy co- operatives, as producer-owned and controlled organizations. NDDB supports the development of dairy co-operatives by providing them financial assistance and technicalexpertise, ensuring a better future for India's farmers. Over the years, brands created by cooperatives have become synonymous with quality and value. Brands like Amul (GCMMF), Vijaya (AP), Verka (Punjab), Saras (Rajasthan). Nandini (Karnataka), Milma (Kerala) and Gokul (Kolhapur) are among those that have earned customer confidence.

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Some of the major dairy cooperative federations include:-

Andhra Pradesh Dairy Development Co-operative Federation Ltd (APDDCF) Bihar State Co-operative Milk Producers Federation Ltd (COMPFED) Gujarat co-operative Milk Marketing Federation Ltd (GCMMF) Haryana Dairy Development Cooperative Federation Ltd. (HDDCF) Himachal Pradesh State Cooperative Milk Producers Federation Ltd (HPSCMPF) Karnataka Cooperative Milk Producers Federation Ltd (KMF) Kerala State Cooperative Milk Marketing Federation Ltd (KCMMF) Madhya Pradesh State Cooperative Dairy Federation Ltd (MPCDF) Maharashtra Rajya Sahkari Maryadit Dugdh Mahasangh (Mahasangh) Orissa State Cooperative Milk Producers Federation Ltd (OMFED) Pradeshik Cooperative Dairy Federation Ltd (UP) (PCDF) Punjab State Cooperative Milk Producers Federation Ltd (MILKFED) Rajasthan Cooperative Dairy Federation Ltd (RCDF) Tamilnadu Cooperative Milk Producers Federation Ltd (TCMPF)

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1.1.4 The Dairy Cooperative Network:


Includes 170 milk unions Operates in over 338 districts Covers nearly 1,08574 village level societies Is owned by nearly 12 million farmer members. Apart from making India self sufficient in milk, these dairy co-operatives have established our country as the largest milk-producing nation in the world.

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A Summer Internship Project Report On MARKET ANALYSIS & IMPACT OF LOCALIZED PROMOTIONAL ACTIVITIES OF AMUL PRO FOR THE AWARENESS OF CONSUMERS

1.2 The Organization:


1.2.1 Introduction & History:
In the year 1946 the first milk union was established. This union was started with 250 liters of milk per day. In the year 1955 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. A quality control expert in Anand had suggested the brand name AMUL. Amul products have been in use in millions of homes since 1946. Amul Butter, Amul Milk Powder, Amul Ghee, Amulspray, Amul Cheese, Amul Chocolates, Amul Shrikhand, Amul Ice cream, Nutramul, Amul Milk and Amulya have made Amul a leading food brand in India. (The total sale is Rs. 6 billion in 2005). 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 a farmers' organization. And have a proven model for dairy development (Generally known as ANAND PATTERN). In the early 40s, 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, when the exploitation became intolerable, the farmers were frustrated. They collectively appealed to Sardar Vallabhbhai 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 Samarkha village near Anand, on 4th January 1946. He advised the farmers to form a society for collection of the milk.

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A Summer Internship Project Report On MARKET ANALYSIS & IMPACT OF LOCALIZED PROMOTIONAL ACTIVITIES OF AMUL PRO FOR THE AWARENESS OF CONSUMERS

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
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A Summer Internship Project Report On MARKET ANALYSIS & IMPACT OF LOCALIZED PROMOTIONAL ACTIVITIES OF AMUL PRO FOR THE AWARENESS OF CONSUMERS

Patel who lead the farmers in forming the Cooperative 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.

At the initial stage only 250 liters of milk was collected every day. But with the growing awareness of the benefits of the cooperativeness, the collection of milk increased. Today Amul collect 11 lakhs liters of milk every day. Since milk was a perishable commodity it becomes difficult to preserve milk for a longer period. Besides when the milk was to be collected from the far places, there was a fear of spoiling of milk. To overcome this problem the union thought out to develop the chilling unit at various junctions, which would collect the milk and could chill it, so as to preserve it for a longer period. Thus, today Amul has more than 150 chilling centers in various villages. Milk is collected from almost 1073 societies. With the financial help from UNICEF, assistance from the govt. of New Zealand under the Colombo plan, of Rs. 50 millions for factory to manufacture milk powder and butter was planned. Dr.Rajendra Prasad, the president of India laid the foundation on November 15, 1954. Shri Pandit Jawaharlal Nehru, the prime minister of India declared it open at Amul dairy on November 20, 1955.

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1.2.2 GCMMF Overview:


Gujarat Cooperative Milk Marketing Federation (GCMMF) 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. Gujarat Cooperative Milk Marketing Federation Ltd (GCMMF) is the largest Organisation in FMCG industry engaged in marketing of milk & milk products under the brand names of AMUL and SAGAR with an annual turnover exceeding Rs 5000 crores. GCMMF is a unique organisation. It's a body created by Farmers, managed by competent professionals serving a very competitive and challenging consumer market. It is a true testimony of synergistic national development through the practice of modern management methods.

Our Member Unions


1. Kaira District Cooperative Milk Producers' Union Ltd., Anand 2. Mehsana District Cooperative Milk Producers' Union Ltd, Mehsana 3. Sabarkantha District Cooperative Milk Producers' Union Ltd., Himatnagar 4. Banaskantha District Cooperative Milk Producers' Union Ltd., Palanpur 5. Surat District Cooperative Milk Producers' Union Ltd., Surat 6. Baroda District Cooperative Milk Producers' Union Ltd., Vadodara 7. Panchmahal District Cooperative Milk Producers' Union Ltd., Godhra 8. Valsad District Cooperative Milk Producers' Union Ltd., Valsad 9. Bharuch District Cooperative Milk Producers' Union Ltd., Bharuch 10. Ahmedabad District Cooperative Milk Producers' Union Ltd., Ahmedabad 11. Rajkot District Cooperative Milk Producers' Union Ltd., Rajkot 12. Gandhinagar District Cooperative Milk Producers' Union Ltd., Gandhinagar 13. Surendranagar District Cooperative Milk Producers' Union Ltd., Surendranagar

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1.2.3 Vision:
GCMMF will be an outstanding marketing organization, with specialization in marketing of food and dairy products both fresh and long life with customer focus and IT integrated. The network would consist of over 100 offices, 7500 stockiest covering at least every Taluka. Head quarter servicing nearly 10 lakh outlets with a turnover of Rs.10,000 Cr and serving several co-operatives. GCMMF shall also create markets for its products in neighboring countries.

1.2.4 Mission:
We at GCMMF endeavor to satisfy the taste and nutritional requirements of the customer of the world through excellence in the marketing by our committed team. Through cooperative networking, we are committed to offering quality product that provides best value for money.

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1.2.5 Sales Turnover:


Sales turn over of GCMMF from 1994 to 2012:Sales Turnover 1994-95 1995-96 1996-97 1997-98 1998-99 1999-00 2000-01 2001-02 2002-03 2003-04 2004-05 2005-06 2006-07 2007-08 2008-09 2009-10 2010-11 2011-12 Rs (million) 11140 13790 15540 18840 22192 22185 22588 23365 27457 28941 29225 37736 42778 52554 67113 80053 97742 116680 US $ (in million) 355 400 450 455 493 493 500 500 575 616 672 850 1050 1325 1504 1700 2172 2500
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A Summer Internship Project Report On MARKET ANALYSIS & IMPACT OF LOCALIZED PROMOTIONAL ACTIVITIES OF AMUL PRO FOR THE AWARENESS OF CONSUMERS

1.2.6 Areas of Operation:


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.

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1.2.7 Some Facts: Members: Union No. of Producer Members: No. of Village Societies: Total Milk handling capacity: Milk collection: (Total - 2008-09) Milk collection: (Daily Average 2008-09) Milk Drying Capacity: Cattlefeed manufacturing Capacity: 13 district cooperative milk producers'

2.79 million 13,328 11.22 million litres per day 3.05 billion litres

8.4 million litres

626 Mts. per day 3500 Mts per day

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1.2.8 Achievement & Awards: Amul: Asias largest dairy co-operative was created way back in1946 to make the milk producer self-reliant and conduct milk- business with pride. Amul has always been the trend setter in bringing and adapting the most modern technology to door steps to rural farmers. Amul created history in following areas: First self motivated and autonomous farmers organization comprising of more than 5000000 marginal milk producers of Kaira District. Created Dairy co-operatives at village level functioning with milk collection centers owned by them. Computerized milk collection computerized accounting system. system with electronic scale and

The first and only organization in world to get ISO 9000 standard for its farmers co-operative First to produce milk from powder from surplus milk. Amul is the live example of how co- operation amongst the poor marginal farmers can provide means for the socio-economic development of the under privileged marginal farmers.

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AWARDS:Amul a co-operative society and its co-operation has led many different awards in its favour. Magsaysay award for community leadership presented in manila. Philippines to Shri Tribhuvandas Patel, Shri D N Khurody and Shri V. Kurien 1964: Padmabhusan award given to Shri T.K. Patel 1965: Padmshri awarded was given to V. Kurien, general manager, by the president of India. 1987: Best Productivity awarded by national productivity council for the year 1985-86 awarded to Amul dairy. 1988: Best Productivity awarded for the second successive year 1986-87 by the president of India, Mr. R. Venkatrao to kaira union. 1993: ICA Memenoto towards genuine and self sustaining cooperative worldwide ICA regional office for Asia and pacific, New Delhi, 1996. 1999: G.B.Birla award. Moreover the Amul union has achieved the prestigious ISO 9001-2000 and HACCP Certificate and effects are got to obtain ISO 14000. 1999: Best of All" Rajiv Gandhi National Quality Award for the year, 2003: The Gujarat Co-operative Milk Marketing Federation Ltd. has emerged as the top scorer in the service category of the prestigious IMC Ramkrishna Bajaj National Quality Award. 2006-07: GCMMF has bagged award for excellent performance in exports of dairy products from Agricultural and Processed Food Exports Development Authority (APEDA). 2007: Amul Pro-Biotic Ice-cream Gets No. 1 Award At World Dairy Summit.

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1.3 List of Products Marketed:Bread spreads 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), Frozen, Refrigerated and Tinned Utterly Delicious Pizza

Mithaee Range (Ethnic sweets) Amul Shrikhand (Mango, Saffron, Almond Pistachio, Cardamom) Amul Amrakhand Amul Mithaee Gulabjamuns
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A Summer Internship Project Report On MARKET ANALYSIS & IMPACT OF LOCALIZED PROMOTIONAL ACTIVITIES OF AMUL PRO FOR THE AWARENESS OF CONSUMERS

Amul Mithaee Gulabjamun Mix Amul Mithaee Kulfi Mix Avsar Ladoos

Pure Ghee Amul Pure Ghee Sagar Pure Ghee Amul Cow Ghee

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

Infant Milk Range Amul Infant Milk Formula 1 (0-6 months) Amul Infant Milk Formula 2 (6 months above) Amulspray Infant Milk Food
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Milk Powder 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 Standardized Milk 4.5% fat Amul Slim & Trim Double Toned Milk 1.5% fat Amul Saathi Skimmed Milk 0% fat Amul Cow Milk

Sweetened Condensed Milk Amul Mithaimate Sweetened Condensed Milk Curd Products Yogi Sweetened Flavored Dahi (Dessert) Amul Masti Dahi (fresh curd) Amul Butter Milk

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Amul Lassee

Amul Ice creams Royal Treat Range (Rajbhog, Cappuchino, Chocochips, Butterscotch, Tutti Frutti) Nut-o-Mania Range (Kaju Drakshi, Kesar Pista, Roasted Almond, Kesar

Carnival, Badshahi Badam Kulfi, Shista Pista Kulfi) Utsav Range (Anjir, Roasted Almond) Simply Delicious Range (Vanilla, Strawberry, Pineapple, Rose, Chocolate) Nature's Treat (Alphanso Mango, Fresh Litchi, Anjir, Fresh Strawberry, Black Currant) Sundae Range (Mango, Black Currant, Chocolate, Strawberry) Millennium Ice cream (Cheese with Almonds, Dates with Honey) Milk Bars (Chocobar, Mango Dolly, Raspberry Dolly, Shahi Badam Kulfi, Shahi Pista Kulfi, Mawa Malai Kulfi, Green Pista Kulfi) Cool Candies (Orange, Mango) Cassatta Tricone Cones (Butterscotch, Chocolate) Megabite Almond Cone Frostik - 3 layer chocolate Bar
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Fundoo Range - exclusively for kids SlimScoop Fat Free Frozen Dessert (Vanilla, Banana, Mango, Pineapple)

Chocolate & Confectionery Amul Milk Chocolate Amul Fruit & Nut Chocolate

Brown Beverage Amul Pro Milk Drink Amul Kool Flavoured Milk

Health Beverage Amul Shakti White Milk Food

Ready to Serve Soups Masti Tomato Soup Masti Hot & Sour Soup Recently launched Amul Ganthiya

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PLANTS
First plant is at ANAND, which engaged in the manufacturing of milk, butter, ghee, milk butter etc.

Second plant is at MOGAR, which engaged in manufacturing chocolate, nutramul, Amul Ganthia and Amul lite.

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Third plant is at Kanjari, which produces cattelfeed.

Fourth plant is at Khatraj, which engaged in producing


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CHAPTER -2 INTRODUCTION OF TOPIC

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2.1 Topic:
MARKET ANALYSIS & IMPACT OF LOCALIZED PROMOTIONAL ACTIVITIES OF AMUL PRO FOR THE AWARENESS OF CONSUMERS

2.2 Details of Product:


Details
Product Name Description Amul PRO Malt Based Food 500g Glass Cube Jar: The glass cube jar is a unique pack in the category, giving Amul PRO a distinct advantage of standing out of the clutter on retail shelves. 500g Refill: Amul PRO is also available in an attractive 5 panel 500g Refill

Packing

Product Specifications
Composition Ingredients : Malt Extract, Sugar,Milk solids, Cocoa solids, Caramel,Vitamins,Minerla,Permitted emulsifiers(E322,E476), Raiding agent (E500(ii)), DHA and salt. Nutritional information (Approx. values) Nutritional Information Energy, kcal Energy from Fat, kcal *Source of energy
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Fat, g Carbohydrate, g Added Sugar, g Dietary Fibre, g *For growth and maintenance of body Protein, g *Boost immune and nervous system function Vitamin B1 (Thiamin), mg Vitamin B2 (Riboflavin),mg Vitamin B3 (Niacin), mg Vitamin B5 (Pantothenic acid), mg Vitamin B6 (Pyridoxine), mg Vitamin B12 (Cynacobalamin), mcg Vitamin B7 (Biotin), mcg Copper, mg Selenium, mcg Zinc, mg *Production of red blood cells Vitamin B9 (Folic Acid), mcg *For normal vision Vitamin A, mcg 85.0 32.7 0.68

8.0

0.75 2.51 5.21 5.6 7.1 9.73 30.0 0.44 32 2.2

244.0

935

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*Keeps you mentally sharp, alert and physically active Iron, mg 8.02 Iodine, mcg *Development of bones & teeth Calcium, mg Phosphorus, mg Vitamin D, mcg 137

186 175 6.89

*Fight infections and protects body cells from damage Vitamin C, mg 39.2 Vitamin E, mg Manganese, mg *Body fluid maintenance Sodium, mg Potassium, mg Magnesium, mg *Development of Brain DHA, mg *Known functions of nutrients Shelf Life Storage condition Amul PRO is best before 12 months from the date of manufacture when stored in a cool,dry and hygenic place. Ambient 3.7 0.49

173 540 21

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Product Features
Amul PRO is a malt based milk additive, which not only enhances milks nutritive value but also makes milk a very tasty drink for people of all ages, especially kids, who need milk and nutrition for healthy growth. It comes from the House of Amul, the brand which is known all over for providing quality products at value for money price.

Key product attributes of Amul PRO are as follows:


Whey Protein: Muscle building & Immunity Whey Protein is the purest and most essential form of protein. It is easy to digest and helps muscle building and nurturing growth. Why Protein is often referred to as Fast Protein, provides quick nourishment to muscles, helping your child strengthening the immunity and stay healthy.

DHA:Brain Development
Docosahexaenoic Acid (DHA) is an essential fatty acid required for optimal development and function of the brain, eyes and central nervous system of a child. It plays an important role in enhancing your childs immunity by protecting it from allergies like Asthma.

27 Essential Nutrients: Complete Wellness


Amul PRO contains 27 essential nutrients (proteins, vitamins and minerals) that help in boosting immune system enhance metabolism and nervous system functions and helps children be mentally sharp and physically agile.

Product Application
It's a milk additive, which means it can be consumed by adding directly to milk. It is easy to make and tasty to drink and is suitable for people across age groups, particularly kids who require adequate nourishment for proper growth Amul PRO can be consumed with both hot as well as cold milk.

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2.3 SIGNIFICANCE OF THE STUDY:


As health drink amul pro is newly launched product, so to make the awareness among the customers of the product the different promotional activities are to be executed in the target areas of Ahmadabad city . It is used for the study for the anlaysis of the market and customers towards the product.. It is important for the study of improvement for the new established market development and analyses the market strategy for the developed the new product and market expansion of the various product of AMUL milk product.

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2.4 SWOT ANALYSIS:-

STRENGTH: Goodwill of Company. More nutrition level. Price range is very economically. Taste which is very chocolaty.

WEAKNESS: Less advertisement. Small packet of the product is not available as it is new product people are demanding for small one.

OPPORTUNITIES: The product should be available in different flavours. Give the effective advertisements like the competitors product so more customers would be aware.

THREATS: No. Of competitors. Taste Differentiation.

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CHAPTER-3 LITERATURE REVIEW

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LITERATURE REVIEW:

Malaysian and Thai smokers' beliefs about the harmfulness of light and menthol cigarettes.B King1, H-H Yong1,R Borland1,M Omar2,A A Ahmad2,B Sirirassamee3,S Hamann4,R J O'Connor5, M Bansal-Travers5, T Elton-Marshall6,W B Lee6,D Hammond7,J Thrasher8.2010. This study explored the extent to which Malaysian and Thai smokers believe light and menthol cigarettes are less harmful than regular cigarettes and the correlates of these beliefs. 29% of Malaysian respondents reported currently smoking light cigarettes and 14% menthols, with 19% agreeing that lights are less harmful and 16% agreeing that menthols are less harmful. 38% of Thai respondents reported currently smoking light cigarettes and 19% menthols, with 46% agreeing that lights are less harmful and 35% agreeing that menthols are less harmful. Malaysian smokers reporting current use of light or menthol cigarettes were more likely to believe that they are less harmful. Reported use of lights did not relate to beliefs for Thai respondents. The belief that light and/or menthol cigarettes are less harmful was strongly related to the belief that they have smoother smoke. The experience of smoother smoke is likely to produce some level of belief in reduced harm, regardless of how brands are labelled and whether or not Federal Trade Commission FTC/International Organisation for Standardisation tar, nicotine and carbon monoxide yield figures are used.

The influence of promotional activity and different electoral systems on voter turnout: A study of the UK and German Euro elections.Amy Whitelock, Jeryl Whitelock, Jennifer van Heerde.2010. The purpose of this paper is to evaluate EU election data for the UK and Germany and examine the influence of promotional activity (party campaigning) and the different voting systems prevailing in these two countries first past the post (FPTP) in the UK and proportional representation (PR) in Germany on voter turnout The Interpretation suggest a general link between electoral systems, party campaigning and voter turnout. Individuals are more likely to turn out under PR systems, while party
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campaigning including door-to-door canvassing and leafleting also had a substantial positive effect on self-reported turnout.

The Impact of Information Technology on Productivity in Developing Countries. Ronia Hawash, Guenter Lang.2010 The information technology (IT) revolution has resulted in a digital divide evolving between nations that have the skills and capability to absorb these new technologies, and those without. Since developing countries have assumed that the adoption of IT may be their key engine of growth, they have exerted a lot of efforts in an attempt to overcome this digital gap. This study tests whether higher IT adoption results in higher total factor productivity (TFP) growth of developing countries or not, by conducting a panel data regression for 33 developing countries over the period 2002-2006. It also examines the relative importance of IT adoption in comparison to other technological aspects such as: Technology creation, technology transfer, and enhancing individuals technological absorptive capacities through higher educational levels. The study concludes that IT adoption and higher educational attainment tend to relatively be the most significant factors affecting TFP growth in developing countries. Keynote paper From marketing mix to relationship marketing - towards a paradigm shift in marketing. Christian Grnroos.2010 Discusses the nature and sometimes negative consequences of the dominating marketing paradigm of today, marketing mix management, and furthermore discusses how modern research into, for example, industrial marketing and services marketing as well as customer relationship economics shows that another approach to marketing is required. This development is supported by evolving trends in business, such as strategic partnerships, alliances and networks. Suggests relationship marketing, based on relationship building and management, as one emerging new marketing paradigm of the future. Concludes that the simplicity of the marketing mix paradigm, with its Four P model, has become a strait-jacket, fostering toolbox thinking rather than an awareness that marketing is a multi-faceted social process, and notes that marketing theory and customers are the victims of todays mainstream marketing thinking. Fuel mix diversification incentives in liberalized electricity markets: A MeanVariance Portfolio theory approach ?Fabien A. Roquesa, David M. Newberyb, William J. Nuttallc.2007
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Monte Carlo simulations of gas, coal and nuclear plant investment returns are used as inputs of a MeanVariance Portfolio optimization to identify optimal base load generation portfolios for large electricity generators in liberalized electricity markets. We study the impact of fuel, electricity, and CO2 price risks and their degree of correlation on optimal plant portfolios. High degrees of correlation between gas and electricity prices as observed in most European markets reduce gas plant risks and make portfolios dominated by gas plant more attractive. Long-term power purchase contracts and/or a lower cost of capital can rebalance optimal portfolios towards more diversified portfolios with larger shares of nuclear and coal plants.

Market orientation and business performance: some European evidence.Leyland Pitt, Albert Caruana, Pierre R. Berthon.2008. While market orientation has almost been taken for granted by both academics and some practitioners, attempts to define and operationalize the construct have been very limited. Moreover, efforts to link market orientation to business performance have been few and far between. Recent work in the USA has led to the development of a scale to measure market orientation in organizations, and this measure has also been positively linked to performance. Describes efforts to measure the level of market orientation in samples of British and Maltese firms. Confirms the reliability of the measure, and tests some aspects of its validity. While the link between market orientation and firm performance is not a strong one, it is indeed significant. Discusses implications of the studies, and identifies some avenues for further research.

The character and significance of strategy process research.Andrew M. Pettigrew.2007. This essay discusses the character and significance of strategy process research. Process research in strategic management is paradigmatically diverse and empirically complex. Strategy process research has been narrow in its focus and its undoubted contribution has sometimes been obscured by the lack of explicit discourse about its analytical foundations. The essay draws on a wide range of social science ideas to lay out a set of internally consistent insights and assumptions to guide thinking and empirical inquiry about the analysis of process issues in strategic management. The essay also provides a guide to the eight papers contained in this special issue.

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Corporate economic performance: Diversification strategy versus market structure. Kurt Christensen, Cynthia A. Montgomery.2006

H.

This paper incorporates both diversification strategy and market structure variables in a study of corporate economic performance. A subsample of 128 firms from Rumelt's 1974 study was updated and utilized to investigate the possibility that market structure variables might moderate or confound the diversification/performance relationship he reported. Study results indicate that performance differences could be demonstrated for some of Rumelt's categories, but, across the range of categories, a hypothesis of performance differences was rejected. As expected, categories associated with distinctly high or distinctly low economic performance were also associated with significant differences in a series of market structure variables.

Alternative paradigms for manufacturing strategy .C.A. Voss.2008 Over the past 20 years, the field of manufacturing strategy has developed many different approaches. Argues that there are three distinct paradigms in manufacturing strategy: competing through manufacturing; strategic choices in manufacturing; and best practice. Each is reviewed and its strengths and weaknesses discussed. Finally, the relationship between them is discussed and a cycle of manufacturing strategy is proposed.

Attitudinal constructs towards sponsorship: Scale development using three global sporting events. Myung-Soo Lee , Dennis M. Sandler, David Shani.2010 Sponsorship has seen a rapid growth in recent years in both the dollars devoted to it and its prominence as a legitimate element of a companys promotional mix. As traditional media have become more expensive and cluttered, sponsorship is viewed as a cost-effective alternative. As an element of the promotional mix, sponsorship has been a stepchild when it comes to a careful understanding of how it works and its effect on consumers. While the promotional element of advertising has been carefully researched, sponsorship has rarely undergone systematic study. It is usually mentioned as war stories of specific examples which worked well for a company. Discusses the definitional dilemma of sponsorship, and proposes a revised definition. As a step towards better understanding the effects of ssponsorship on consumers, develops and empirically tests scales for three attitudinal constructs: attitude towards the event; attitude towards commercialization; and attitude towards behavioural intent. Results show that the three
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constructs consistently appear across three global sports events. Discusses future research agenda and managerial implications.

A brand orientation typology for SMEs: a case research approach. Ho Yin Wong, Bill Merrilees.2008. The paper reveals that the theory identifies the ladder of SME brand orientation, moving from minimal brand orientation, to embryonic brand orientation to integrated brand orientation. Further, it is suggested that most SMEs will be on the lower steps of the ladder. A model of the brand strategy process has been formulated, specifying links between brand barriers, brand distinctiveness, brand orientation and brand-marketing performance. The study puts forward some propositions about the pre-conditions to move higher up the ladder, particularly to an integrated brand orientation.

The brand images of tourism destinations: a study of the saliency of organic images. Graham Hankinson.2008 Assesses the relative saliency of image attributes associated with history, heritage and culture in shaping the perceptions of places as tourism destinations. Such images tend to have been formed over a long period of time and result from exposure to communication processes largely outside marketing's core sphere of influence such as education, literature and the arts. Images formed in this way are referred to in this paper as organic images. The research used the repertory grid technique developed by George A. Kelly in the context of Personal Construct Theory combined with depth interviews to elicit the attributes associated with the images of 25 destinations in the UK. The study identified 11 categories of image attribute. Those associated with a destination's history, heritage and culture were found to be the second most salient category. The implications of these Interpretation are discussed. Content analysis of 100 company Web sites.Monica Perry, Charles Bodkin, .2010 Discusses the results of content analysis of the Web sites of Fortune 100 companies, carried out to identify the mix of promotional activities on their Web sites. Specifically, we performed a content analysis of Web sites utilizing categories representing a range of marketing communications, including: communicating product, pricing and dealer/retail location information, related and unrelated advertisements, sales promotion, direct marketing, basic
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company information and public relations. We also identified differences between and among industries based on standard industrial classification (SIC) codes. We found considerable variability in how members of the Fortune 100 used their Web sites. The Web sites ranged from very simple ones that focused on basic company information, such as company history, to quite complex Web sites that incorporated a mix of promotional elements, such as press releases, advertisements, games, free gifts and pricing information. Assessing the effectiveness of shopping mall promotions: customer analysis.Andrew G. Parsons.2010. Common promotional activities employed by shopping mall marketers were ranked by a sample of customers on their likelihood of encouraging increases in the two key performance indicators used by shopping malls sales and visits. Results suggest clear distinctions between sales drivers and visit drivers and show possible combinations that would be effective in generating optimum customer behaviour. Some traditional promotions (fashion shows and product displays) are shown to be poor performers in generating either response, whilst school/community displays appear to be encouraging non-customer visits. Whilst mall-wide sales are the preferred promotion, a combination of general entertainment and price-based promotions are found to be a strong alternative way to encourage visits and spending. Actual sales, visits, and promotional types for a three-month period were analysed to assess the degree to which customers behaviour matched stated behaviour likelihood, with supportive results.

Partnering relationship activities: Building theory from case study research. Elizabeth J. Wilson, Richard P. Vlosky.2010 Both qualitative and quantitative techniques are used to gain an understanding of partnering activities in manufacturer-distributor relationships. This article is a meta-analytic summary of data gained from semi-structured interviews conducted by multiple teams of researchers. The process of building theory from case study research is illustrated in the context of business marketing relationships using guidelines developed by Eisenhardt (1989). Based on the results of our analyses, partnering activities are generally geared more toward marketing, planning, and communication between firms. Surprisingly, there were few reported incidences of partnering activities in logistics and information exchange (i.e., electronic access to information between firms).

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Targeting and timing promotion al activities: An agent-based model for the takeoff of new products. S.A. Delrea, W. Jagera , T.H.A. Bijmolta, M.A. Janssenb.2007 Many marketing efforts focus on promotionalactivities that support the launch of new products. Promotional strategies may play a crucial role in the early stages of the product life cycle, and determine to a large extent the diffusion of a new product. This paper proposes an agent-based model to simulate the efficacy of different promotional strategies that support the launch of a product. The article in particular concentrates on the targeting and the timing of the promotions. The results of the simulation experiments indicate that promotionalactivities highly affect diffusion dynamics. The Interpretation indicate that: (1) the absence of promotional support and/or a wrong timing of the promotions may lead to a failure of product diffusion; (2) the optimal targeting strategy is to address distant, small and cohesive groups of consumers; and (3) the optimal timing of a promotion differs between durable categories (white goods, such as kitchens and laundry machines, versus brown goods, such as TVs and CDs players). These results contribute to the planning and the management of promotional strategies supporting new product launches.

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CHAPTER-4 RESEARCH METHODOLOGY

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4.1

Research objective:

To know preference of the amul pro age wise. To know the preference of Amul Pro with comparison to Other competitive brands.

To know the factors which affects consumers buying behavior to purchase Amul Pro. To know the preference regarding the flavor of health drink. To know and analyze customers awareness, satisfaction, expectations and attitudes towards AMUL Pro.

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4.2 RESEARCH PLAN:4.2.1 SAMPLING UNIT: Customers 4.2.2 SAMPLE SIZE:


BY BLIND TEST At Apo: 103 respondents (Age rangingbetween 2 yrs to 65 yrs) At Morden Format store: 114 respondents (Age rangingbetween 2 yrs to 65 yrs) BY QUESTIONNAIRE Survey at satellite area and APO: 100 respondents

4.2.3 DATA COLLECTION METHOD:


Primary as well as secondary PRIMARY DATA COLLECTION

1. Direct interview through testing the Blind test. 2. Questionnaire


SECONDARY DATA COLLECTION

1. Website of the Amul 2. Books 4.2.4 SAMPLING PROCEDURE: Convenience Sampling

4.2.5 RESEARCH INSTRUMENT: Questionnaire


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4.2.6 TARGET AREA : Ahmedabad city BLIND TESTING


APO: Small scale APO whose per day selling is between 5,000 to 10,000. Medium scale APO whose per day selling would be around 50,000. Large scale APO whose per day selling would be beyond 1 lakh. MFS: Star Bazar

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4.3 RESEARCH DESIGN:


4.3.1 Type of Research: Descriptive research 4.3.2 Scope of Research :
It gives information about the competitors products. It will serve consumer in better manner. It provides suggestions to the company to improve their products sales. It gives information about the sales promotion activities to improve the health drink .

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CHAPTER-5 DATA ANALYSIS & INTERPRETATION

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5.1 SURVEY BY SAMPLING TEST:


5.1.1 At APOs :Overall records of APO:

Total no Mother Mother+child Mother+Father

Amul pro test

Bournvita test

Like the taste of amul pro

Purchas e

57 10 10

37 10 10

21 4 2

34 10 9

11 3 4

Father Father+child

55 10

48 9

23 2

41 7

11 3

Old

21

17

16

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Mother 80
Per ce- 40 nta ge 20 65 37

( Total no = 57 )
60

60

19

0
amulpro test bournvita test like the taste of amul pro Purchase

INTERPRETATION:
We had sampled 57 no of Mother from that 19% is the purchase hit rate and 60% of the mother like the taste. so we can find out from it that some mother was not dependent on their child taste as most of them see the nutrition level and taste which is necessary for their child .

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Mother+child
120 100 80 60 40 20 0 100% 100%

( Total no =10 )

40%

30%

amulpro test

bournvita test

like the taste of amul pro

Purchase

INTERPRETATION:
Here we can see that the purchase rate increases compare to the only Mothers Purchase rate, As if child is with her mother that time mother can easily make them taste and depend on the Child taste they take the decision of purchase on the spot .

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Mother+Father ( Total no = 10 )
120 100 80 60 40 20 0
amulpro test bournvita test like the taste of amul pro Purchase

100%

90%

40%
20%

INTERPRETATION:
Here as compare to above two charts, the purchase rate is 40% from 10 no of Mother+papa which is more as they dont depend .

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Father
100 80 60 40

(Total

No: 55)

87 75 42 20

20
0 amulpro test bournvita test like the taste of amul pro

Purchase

INTERPRETATION:
Here we can see that no of papa are sampled 55 from that the purchase rate is 20% nearby same as 19%(Mother).

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Father+Child
100 90 80 70 60 50 40 30 20 10 0

90 70

30 20

amulpro test

bournvita test

like the taste of amul pro

Purchase

INTERPRETATION:
Here we can see that the purchase rate increases compare to the only Papas Purchase rate, As if child is with his father that time Father can easily make them taste and depend on the Child taste they take the decision of purchase on the spot.

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Old (Total No: 21)


90 80 70 60 50 40 30 20 10 0

81

76

43

9.52 amulpro test bournvita test like the taste of amul pro Purchase

INTERPRETATION:
Here We found out that from 21 no of old people 76% like the taste of Amul Pro but the purchase hit rate is only 9.52% as they find the more sugar level contents and other nutrition.

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5.1.2 Sampling Test on Different MFS:

Amul pro test Mother Mother+Papa Mother+Child Mother+chid +papa Papa Papa+child Old 5 8 9 6 32 32 22

Like the taste 4 25 30 15

purchase 1 11 7 7

4 5 4

2 3 2

5.2 CUSTOMER SURVEY ANALYSIS


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(1) Customer consuming milk daily.

Particular YES NO Total

Respondents 86 14 100

Percentage 86% 14% 100%

INTERPRETATION :As we found in the survey that out 0f 100 respondents , 86 of the people consume milk daily i.e. 86% and 14 of the people doesnt consume milk. So we can predict that use of health drink would be among 86 peoples.

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2) No of person adding powder in their milk. Particular Yes No Total Respondents 75 25 100 Percentage 75% 25% 100%

25

yes 75 no

_ INTERPRETATION :As we seen above out of 86 people who are consuming milk ,75 respondents mix an additive powder in their milk, so we can say that 11 people consume the plain milk without any health drink.

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3)The respondent add different additive powder in their milk.

Particular Amul Pro Bournvita Boost Complan Horlics Any Other Total

Respondents 17 23 9 6 8 12 75

Percentage 23% 31% 12% 8% 10% 16% 100%

25 20 15 10 5 0 Amul Pro

23

17 12 9 6 8

Bornvita

boost

complan

horlicks

other

INTERPRETATION :We can found that the people using bournvita are maximum as compare to other health drinks . And the use of Amul Pro is 23% and stand in 2th position in health drinks from above survey of 100 respondent .So as the awareness is less it should be increase to bit the market of bournvita.
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4)The consumer prefer different kind of flavor in their health drink.


Particular Chocolate Vanilla KesarPista Elaichi Strawberry Honey Other Total Respondents 58 12 2 0 0 0 3 75 Percentage 77% 16% 3% 0% 0% 0% 4% 100%

70 60 50 40 30 20 12 10 2 0 Chocalate vanilla kesar pista Elaichi Strawberry honey other 0 0 0 3 58

INTERPRETATION:As from above chart , 58 out of 75 respondents prefer the chocolate flavor in their health drink.
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To know and analyze customers awareness, satisfaction, expectations and attitudes towards AMUL Pro.
5) No of family member who are consuming health drink.

Particular Child Mother Father Elder Everyone in family Total

Respondents 62 30 5 12 16 125

Percentage 49% 24% 4% 10% 13% 100%

70 60 50 40

62

30 30 20 10 0 5 12 16

Child

mother

father

elder

everyone in family

INTERPRETATION:-

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As seen above, the maximum consumer of health drink are child i.e. 49% so the main target of promoting or selling the product is done considering the children. 6) Customer preference towards packing style.

Particular Refill pack Jar Total

Respondents Percentage 49 65% 26 75 35% 100%

26 Refill pack jar 49

INTERPRETATION:As seen above , about 65% of respondents are preferring refill pack in health drinks.

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7) No of people who are aware about the Amul Pro.

Particular Respondents Percentage Yes No Total 34 66 100 34% 66% 100%

34 yes no 66

INTERPRETATION:As the survey is for the customer awareness of the product Amul Pro, we found that about 66% of the respondent are still unaware of the product Amul Pro.

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8) Different Sources make customer aware about Amul Pro.

Particular Tv Advertisement AMUL Parlour Mall Newspaper Word of mouth Any other Total

Respondents 4 20 2 0 8 0 34

Percentage 12% 59% 6% 0 23% 0 100%

20 18 16 14 12 10 8 6 4 2 0

20

8 4 2 0 0

INTERPRETATION:From the above data in which out 0f 100 respondent , 34 people are aware of the Amul Pro and from that we found that 20 of the respondent get the awareness
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from the AmulParlour, and very less from Tv Advertisement which is main source for the awareness. 9) No of people who tasted Amul Pro. Particular Respondents Percentage Yes No Total 22 78 100 22% 78% 100%

22

yes
no

78

INTERPRETATION:As from the above data, out of 34 aware people 22 of the respondents have tasted AmulPro.So from 100 respondents 78 people are still have not tasted amul pro.

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10)Customer find best quality in Amul Pro.

Particular Taste Nutrition benefits Low Price Utility of the package Availability Trust of the brand Total

Respondents 17 20 0 0 0 19 56

Percentage 30% 36% 0 0 0 34% 100%

20
20 18 16 14 12 10 8 6 4 2 0

17

19

INTERPRETATION :-

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The 22 respondents who have taste the health drink have found the best quality in it is nutrition level, taste and trust of the brand. 11) No of People who think Amul Pro play an essential role in the health of their child. Particular Respondents Percentage Yes No Total 41 59 100 41% 59% 100%

41
59 yes no

INTERPRETATION:Out of 100 respondents 41 people are considering that the nutrition benefits like DHA and Whey Protein and other 27 nutritents available in AmulPro , play an essential role in their childs health drink.
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12) No of people prefer to buy Amul Pro.

Particular Strongly buy Might buy Not sure Might not buy Strongly wont buy Total

Respondents 7 16 13 5 0 41

Percentage 17% 39% 32% 12% 0 100%

20 15 10 5

16 13 7 5 0

strongly buy

might buy

not sure

might strongly not buy wont buy

INTERPRETATION:-

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From the above 41 respondents who consider the above nutrition benefits available in amul pro play an essential role in health drinks, 16 of the people would go for the might buy and 7 to the strongly buy.

CHAPTER-6 FINDINGS

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FINDING

FROM BLIND TESTING:


we can find out from it that some mother was not dependent on their child taste as most of them see the nutrition level and taste which is necessary for their child . Purchase rate increases compare to the only Papas Purchase rate, As if child is with his father that time Father can easily make them taste and depend on the Child taste they take the decision of purchase on the spot. OLD aged person find the more sugar level contents and other nutrition like Fat.

FROM QUESTIONNAIRE:
We can found that the people consuming bournvita are maximum as compare to other health drinks . Amul stand in 2th position in health drinks from above survey of 100 respondent .So as the awareness is less it should be increase to bit the market of bournvita. Maximum People prefer chocolate flavor in their health drink. The maximum consumer of health drink are child so the main target of promoting or selling the product is done considering the children. From the 100 respodent we found that about 66% of the respondent are still unaware of the product Amul Pro. The Amol Pro respondent get the awareness from the AmulParlour, and very less from Tv Advertisement which is main source for the awareness.

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The customer who have taste Amul Pro have found the best quality in it is nutrition level, taste and trust of the brand.

CHAPTER-7 CONCLUSION

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CONCLUSION

We find the main thing is that Amul brand name has very good image in consumers mind and they consider it as Pure & Good Product. As the nutrition level is more compared to their competitor brand so many customers are going with this product. In comparison to Amul Pro, the other players such as bournvita, boost and complan provide a better availability and give competition to the hilt.

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CHAPTER-8 RECCOMENDATION

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RECCOMENDATION
In order to make the awareness among the customers in the city of Ahmedabad , the following recommendation regarding newly launched Amul Pro, particularly regarding Advertisements, promotional policies are suggested below: First and foremost to make awareness among all over the cities the amul should be more focused on TV advertisements, as it is the best tool through which customer can get aware of newly launched product. Along with the APOs and MFS, Amul Pro should have easy availability at most of the kirana stores and other general stores in major areas of the cities so that consumer can get awareness or even the sale can also increase. As it is newly launched product the company should go the production of small pack of 200kg along with 500kg, as customers are not aware of the taste. The company should take into consider the problem of jar from many customers that it is not getting properly fix and during monsoon the problem arises among the consumer. The company should also focus on the increase of the sale & on the promotional activities of the Amul Pro globally, the market of amul pro should be spread nationalized. To make more awareness the company should give some commission to the retailers for the selling of the product and to post the banners of Amul Pro in the stores.

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CHAPTER-9 BIBLIOGRAPHY

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BIBLIOGRAPHY
1. Donald
R Cooper, Pamela Schindler. (2010). Business research methods(pp.no72,200-204,235,401-436,612,624,717),. New York: Tata McGrawHill

2. Philip Kotler ,Kevin Lane Keller, Abraham Koshy , Mithileshwar Jha, Initials.
(2007) (pp.no. 493-499,502-503,511,Marketing management(13th addition). India: Pearson Education

3. The amul model. (n.d.). Retrieved from


http://www.amul.com/products/milk.php

4. Marketing Strategy. Retrieved from


Strategy

http://www.bookrags.com/Marketing

5. Marketing

Management. management/policy

Retrieved

from

http://www.marketing

6. Malaysian and Thai smokers' beliefs about the harmfulness of light and
menthol cigarettes.B King1, H-H Yong1,R Borland1,M Omar2,A A Ahmad2,B Sirirassamee3,S Hamann4,R J O'Connor5, M Bansal-Travers5, T EltonMarshall6,W B Lee6,D Hammond7,J Thrasher8.2010.

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7. The influence of promotional activity and different electoral systems on voter


turnout: A study of the UK and German Euro elections.Amy Whitelock, Jeryl Whitelock, Jennifer van Heerde.2010.

8. The Impact of Information Technology on Productivity in Developing Countries.


Ronia Hawash, Guenter Lang.2010

9. Keynote paper From marketing mix to relationship marketing - towards a


paradigm shift in marketing. Christian Grnroos.2010

10. Market orientation and business performance: some European evidence.Leyland


Pitt, Albert Caruana, Pierre R. Berthon.2008.

11. Corporate economic performance: Diversification strategy versus market


structure. H. Kurt Christensen, Cynthia A. Montgomery.2006

12.Attitudinal constructs towards sponsorship: Scale development using three global


sporting events. Myung-Soo Lee , Dennis M. Sandler, David Shani.2010.

13.A brand orientation typology for SMEs: a case research approach. Ho Yin Wong,
Bill Merrilees.2008.

14.The brand images of tourism destinations: a study of the saliency of organic


images.Graham Hankinson.2008

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15. Targeting and timing promotion al activities: An agent-based model for the
takeoff of new products. S.A. Delrea, W. Jagera , T.H.A. Bijmolta, M.A. Janssenb.2007

ANNEXURE

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Questionnaire by Customers
The survey of newly launched AMUL PRO by Amul to know about the customers awareness or preference. NAME :- __________________________________________________ AGE :- _______________ GENDER :- _______________________

1. Do you consume milk daily? o Yes o No 2. Do you mix any additive powder in your milk? o Yes o No 3. Which of the following additive do you add ? o Amul Pro o Bournvita o Boost o Complan
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o Horlicks o Any other____________ 4. What kind of flavor do you prefer in your health drink? o Chocalate o Vanilla o Kesar Pista o Elaichi o Strawberry o Honey o Others 5. Who consumes the health drink in your family? o Child o Mother o Father o Elders o Everyone in family 6. Which type of packing do you prefer? o Refill pack o Jar packing 7. Are you aware about health drink Amul Pro? o Yes o NO 8. If yes, then by which source have you heard about Amul Pro? o Tv Advertisements o AMUL Parlours o Mall(star bazaar) o Newspaper
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o Word of mouth o Any other(please specify)___________________ 9. Have you tasted Amul Pro? o Yes o No 10. If yes, what was the best quality you found about the product?(can tick more than one) o Taste o Nutritional benefits o Low Price o Utility of the package o Availability o Trust of the brand 11.Amul Pro has 27 nutrients along with Whey protein and DHA. Do you think according to you they paly an essential role in the health of your child? o Yes o No 12.If yes then would you prefer to buy Amul Pro? o Strongly buy o Might buy o Not sure o Might not buy o Strongly wont buy

Thank You for your co-operation.


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