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A PROJECT REPORT

ON
AMUL MILK AND CURD

Project Work entitled as

“Effective implementation of Amul milk shoppe, Post


marketing research of TVC ad or post ad tracking &
Sales promotion of curd in Jaipur city”
GUJARAT COOPERATIVE MILK MARKETING FEDERATION
LTD.

Presented to- Submitted by-


Mrs. Parul Kapoor Ravi Kant Saini
(Faculty of ISB&M, NOIDA) ISB&M NOIDA
PREFACE

The PGPBM programme is well structured and integrated course of business studies.
The main objective of practical training at PGPBM level is to develop skill in student
by supplement to the theoretical study of business management in general. Industrial
training helps to gain real life knowledge about the industrial environment and
business practices. The PGPBM programme provides student with a fundamental
knowledge of business and organizational functions and activities, as well as an
exposure to strategic thinking of management.

In every professional course, training is an important factor. Professors give us


theoretical knowledge of various subjects in the college but we are practically
exposed of such subjects when we get the training in the organization. It is only the
training through which I come to know that what an industry is and how it works. I
can learn about various departmental operations being performed in the industry,
which would, in return, help me in the future when I will enter the practical field.

Training is an integral part of PGPBM and each and every student has to undergo the
training for 2 months in a company and then prepare a project report on the same after
the completion of training.

During this whole training I got a lot of experience and came to know about the
management practices in real that how it differs from those of theoretical knowledge
and the practically in the real life.

In today’s globalize world, where cutthroat competition is prevailing in the market,


theoretical knowledge is not sufficient. Beside this one need to have practical
knowledge, which would help an individual in his/her carrier activities and it is true
that “Experience is the best teacher”.

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ACKNOWLEDGEMENT

With immense pleasure, I would like to present this project report for Gujarat
Cooperative Milk Marketing Federation Ltd., Anand (Amul). It has been an
enriching experience for me to undergo my summer training at AMUL, which would
not have possible without the goodwill and support of the people around. As a student
of INTERNATIONAL SCHOOL OF BUSINESS & MEDIA
I would like to express my sincere thanks to all those who helped me during my
practical training program.

Words are insufficient to express my gratitude toward Mr. ASHOK MATHUR, the
Branch Manager AMUL, JAIPUR. I would like to give my heartily gratitude to the
organization guide, Mr. NARENDRA SINGH, Assistance Manager ( Sales) AMUL,
JAIPUR for having given me the opportunity to do my project work in the
organization and lighted my way of progress with his guidance.

My sincere and deepest thanks to Mrs. Parul Kapoor Faculty Member, ISB&M
NOIDA having spared his valuable time with me and for all the guidance given in
executing the project as per requirements.

However, I accept the sole responsibility for any possible error of omission and
would be extremely grateful to the readers of this project report if they bring such
mistakes to my notice.

Ravi Kant Saini

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Declaration

I hereby declare that the report “Effective Implementation Of Amul Milk Shoppe,
Post Marketing Research of TVC Ad or Post Ad Tracking & Sales Promotion Of
Curd In Jaipur City”
is a bonafide record of the summer project done by me for Amul INDIA LTD,
Jaipur, during the period mid April-June 2009 as part of my PGPM program at
INTERNATIONAL SCHOOL OF BUSINESS & MEDIA, NOIDA.

I also declare that this report has not been submitted in full or part thereof, to any
university or institutions for the award of any degree or diploma.

Place: Jaipur Ravi Kant Saini


Date: 30/09/2009 International School of Business & Media
NOIDA

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CERTIFICATE

This is to certify that Mr. Ravi Kant Saini was a summer trainee at our organization for a
period of five months starting from
15th April to 15th September 2009.

His project entitled:

“Effective implementation of Amul milk shopee, Post marketing research of


TVC ad or post ad tracking & Sales promotion of curd in Jaipur city”

was done under my guidance. He is found sincere, hardworking and with due
initiative and well disciplined.

We wish him luck in all his future endeavors.

Project Guide Faculty Mentor


Mr. Narendra Sonigra Prof. Parul Kapoor
Assistant Manager ( Sales ) ( Faculty of ISB&M,
NOIDA )

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Sr. No. CONTENTS Page No.

1 Executive Summary…………………………………………..8

2. Indian Scenario…..………………………………………………9

➢ Milk a Commodity………………………………………………………......10
➢ Pure Dairy……………………………………………………………………11

3. Introduction & History………………………………………….13

➢ GCMMF Introduction……………………………………………………………15

➢ Milk procurement………………………………………………………………..20
➢ Mil Processing…………………………………………………………………..20
➢ Milk Business……………………………………………………………………24

➢ Amul Pattern……………………………………………………………………..31

➢ Amul at Marketing Front………………………………………………………...32

4. PROJECT–

First Part

Distribution Channel study (Distributors & Retailers)…….40

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➢ Working methodology…………………………………………...41

Second Part

Market Research for Advertisement


OR
Ad tracking ……………………………42
A. Background ………………………………………………………...44

B.Research Methodology……………………………………………...46

1. Sampling…………………………………………………………46
2. Field Work……………………………………………………….47
3. Research Limitations…………………………………………….48

C. Measures Or Primary Tabulation, Analysis & Interpertation…48

Thrid Part

Sales Promotion Strategies Of Amul Curd …………..57

➢ Introduction……………………………………………………...57

➢ Who Using The Sales Promotion Tolls……………………….....57

➢ Objective Of Sales Promotion…………………………………...58

➢ Methods Of Sales Promotion…………………………………….58

➢ Promotion Strategies……………………………………………..59

➢ Sales Promotion Variables……………………………………….59

➢ Working Methodology…………………………………………..60

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5. Findings, Conclusion & Suggestion…………………61, 62,63
6. Bibliography…………………………………………………64
7.
Appendix…………………………………………………….65

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1. EXECUTIVE SUMMARY

The project has three different phases. The objective of undertaking this project i.e.
phase first is “To find out the requirements in the area of respective retailers” and “To
work for expansion of retail distribution network” for implementation of a value
driven retail chain for effective linkage between consumer and organization and to
give suggestions for further improvement. This is the project has been completed with
the help of primary data. A survey has been conducted to know that how the
Distribution Network working and what are the problems being faced in distribution.

As per objective I have find out the possible ways to improve the efficiency and
effectiveness of distribution network. I found that there are some problems such as
Lack of retail outlets, Supply problems, improper supervision, which have to be
improved and rectified and hence we have proposed some recommendations also.
The objective of second part is to know the relationship of sales with the
advertisement & to know awareness of people towards new Amul Milk TVC Ad by
marketing survey i.e.post Ad tracking focusing three segment (youth,children&house
wives)

The objective of third phase is to promoting of the AMUL CURD in Jaipur City.

As a part of our recommendation, I have proposed about maintaining product quality


according to the area [as the quality, thickness and taste preferences of people a Jaipur
differ a lot from Gujarat] of sales.

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2. INDIAN SCENARIO

➢ Milk a Commodity:-

Which is India’s No. 1 farm commodity ? Wheat, rice, sugarcane, cotton or oilseeds ? Well,
none of them: The right answer is milk. In 2006-07, the country produced an estimated 100 million
tones (mt) of milk. At an average farmgate price of Rs 10 per kg, this would have been worth Rs
100,000 crore, exceeding that of any other crop (see Table).

Moreover, the share of the ‘milk group’ in the total value of output from agriculture and
livestock during 04-05 (at current prices) was 17.89 per cent. This means almost every fifth rupee
generated from agriculture and allied activities in the country comes from dairying. And amidst an
overall stagnant farm sector, this is one segment that has exhibited significant dynamism in recent
times. Between 1990-91 and 06-07, milk production has nearly doubled from 53.9 mt to 100 mt,
while rising from 55.1 mt to 74.9 mt for wheat and 74.3 mt to 92.8 mt for rice.

Yet, strangely enough, milk excites neither policymakers nor corporate. The planner sees
dairying as basically an activity subsidiary to agriculture. Partly this belief stems from the cattle and
buffaloes in India being largely fed on crop residues — wheat and paddy straw, sugarcane tops or
the protein-rich cake remaining after extraction of oil from groundnut or mustard-seed. Milk, from
this perspective, is more of a residual than a primary agricultural product. Though farmers do grow
barseem, sorghum or maize as independent fodder crops in isolated plots, the idea of a ‘pure’ dairy
farmer is something that has not really caught on, leave alone capture official imagination.

Likewise, the big corporate entities in dairying today are pretty much the same
ones that have been around for the past three-four decades: Nestle, Amul, National Dairy

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Development Board and various other State dairy federations.

Even when it comes to the commodities space, the two premier exchanges — MCX and
NCDEX — deal in everything from chana, chilly and coffee to guar seed, jeera, mentha oil
and mulberry green cocoons, but not skimmed milk powder, ghee or khoa. That is again
surprising, given the seasonal fluctuations in milk availability and demand, which make its products
eminently amenable to futures contracts.

Why this indifference? One reason has to do with the unique nature of milk as a
‘crop’ that is harvested and marketed daily. This is as opposed to wheat and paddy, which take over
four months to mature, or sugarcane that is harvested 11-12 months after planting. Harvesting here
is a conspicuous one-time event, whereas it is a daily affair for milk sans any pongal or baisakhi
festivities marking its arrival.

Cane, wheat and rice, furthermore, generate bulk revenue at one go for the
farmer, unlike the steady trickle of cash flowing daily from milk sales. A buffalo, once it delivers its
first calf when around four years of age, keeps producing milk for the next 290-300 days, before
going ‘dry’ prior to the next calving taking place roughly 450 days after the first.

A single buffalo in its lifetime undergoes 8-9 calvings, with each cycle yielding
1,500-odd kg of milk. A farmer, who keeps three-four animals and is able to coordinate their dry
periods, can ensure year-round sales.

But this simple fact of being marketed daily in kg or litres — against quintals
and tonnes in the case of field crops — renders cattle rearing and dairying a business that goes
virtually unnoticed or is reported as a ‘subsidiary’ farming.
While the bulk monies from cane may help the farmer marry off his daughter,
discharge old debts or buy new farm equipment, it is milk that provides the liquidity to meet day-to-
day household expenses and an effective insurance against drought or crop failure. Unattractive to
corporate.

At the same time, the manner in which dairying has evolved in India — being
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widely dispersed across space and time — has made it relatively unattractive to corporates. Dealing
with a perishable commodity supplied by thousands of scattered producers — each delivering a few
litres every day — involves formidable logistics requiring not just deep pockets, but painstaking
effort and organisation at the grassroots.
It is the complexity of this task, often belatedly realised, that has led to many
corporates (barring the odd Nestle or Hatsun, which have invested in back-end extension and
procurement infrastructure) burning their fingers in the sector. The ones to have truly succeeded are
the cooperatives, especially Amul, which procures over 65 lakh litres of milk on an average daily
from some 25 lakh producer-members. That works out to less than three litres per producer, making
it arguably the country’s most efficient and transparent rural employment scheme.

The Amul model has proved to be robust and stood the test of time, for all the
organised attempts at belittling and sabotage even from within. However, its chief protagonist has
been the small or marginal farmer, engaged in dairying as a subsidiary income activity. The basic
underlying framework, thus, remains one of livestock rearing and milk production being an adjunct
to mainstream crop agriculture. Considering the sheer size to which it has grown today, there is a
need to rescue dairying from a narrow ‘subsidiary/residual’ approach and view it as an independent
business in itself. The ‘pure’ dairy farmer is perhaps an idea deserving of support whose time has
come.

➢ Pure dairying :

By ‘pure’ dairying, one is not talking of the farms with 2,000-plus cattle that produce a quarter of
the milk in the US or the average member of New Zealand’s Fonterra Cooperative, who supplies
3,600 litres per day (against Amul’s less than three!).

Even more far-fetched are the captive dairy farms of Saudi Arabia’s Almarai Company that house
over 45,000 Holstein Friesians, protected against the desert heat by special air-droplet fans and
evaporative cooling systems, fed on imported barley and concentrates, and milked in fully-
automated, continuous cycle-operated parlours. More promising are experiments of the kind being
tried out by Hatsun Agro. The Chennai-based company is targeting ordinary five-acre farmers to
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switch to ‘pure’ dairying by getting them to exclusively grow quality fodder (‘Co-3’, desmanthes,
multi-cut sorghum) and raise 35-40 cows (at 90 square feet per animal and 436 square feet equal to
0.01 acres, less than 0.1 acres suffifor 40 cows). By increasing on-farm fodder yields, relying less on
expensive purchased concentrates and selective mechanization (use of brush-cutters for harvesting,
rain-guns to halve water consumption, and milking machines to save on labor), milk production
costs can be reduced by up to Rs two to Rs 6.5-7 a liter. A farmer selling 300 liters daily at Rs 10 a
liter can, then, earn over Rs 25,000 a month, it is claimed.
Concessional schemes

Models like these, no doubt, offer opportunities for educated rural youth
nursing entrepreneurial ambitions and addressing the rather disturbing flight of talent from the
countryside.
But this calls for a changed official mindset, still entrenched in the two-animals, milk-as-a-residual-
product mould. A good cross-bred, giving 3,000 liters annually, costs Rs 18,000 or so. There is no
dearth of concessional finance schemes for buying two cows; none when it comes to a 30-animal
farm entailing investment of around Rs 8 lacs (inclusive of sheds and assorted machinery), even if
the promoter is a small-holder having a secure marketing arrangement with a cooperative or private
processor.

In this case, not only is there no subsidy, but banks additionally insist on land as collateral security
— notwithstanding the fact that farms are often jointly-held family property, on which clean title
deeds may not be available to the satisfaction of lenders.

It is necessary to revisit such policies, more so in a country that has


emerged as the world’s leading milk producer.
If only organized dairying were to get the official recognition and treatment accorded nowadays to
horticulture, bio-fuel plantations, floriculture or wineries, it could stimulate the growth of a new
type of educated farmer-turned-rural entrepreneur without at all undermining the successful home-
grown Amul model.

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INTRODUCTION AND 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, Amul spray, Amul Cheese, Amul Chocolates, Amul
Shrikhand, Amul Ice cream, Nutramul, Amul Milk and Amulya have made Amul a leading food
brand in India. 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 40’s, the main sources of earning for the farmers of Kaira district were farming
and selling of milk. That time there was high demand for milk in Bombay. The main supplier of the
milk was Polson dairy limited, which was a privately owned company and held monopoly over the
supply of milk at Bombay from the Kaira district. This system leads to exploitation of poor and
illiterates’ farmers by the private traders. The traders used to beside the prices of milk and the
farmers were forced to accept it without uttering a single word.
However, 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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These village societies would collect the
milk themselves and would decide the prices at which they
can sell the milk. The district union was also form to collect
the milk from such village co-operative societies and to sell
them. It was also resolved that the Government should be
asked to buy milk from the union.

However, the govt. did not seem to help farmers by


any means. It gave the negative response by turning down the demand for the milk. To respond to
this action of govt., the farmers of Kaira district went on a milk strike. For 15 whole days not a
single drop of milk was sold to the traders. As a result the Bombay milk scheme was severely
affected. The milk commissioner of Bombay then visited Anand to assess the situation. Having
seemed the condition, he decided to fulfill the farmers demand.
Thus their cooperative unions were forced at the village and district level to collect and sell
milk on a cooperative basis, without the intervention of Government. Mr. Verghese Kurien
showed main interest in establishing union who was supported by Shri Tribhuvandas Patel who
lead the farmers in forming the Co-operative unions at the village level. The Kaira district milk
producers union was thus established in ANAND and was registered formally on 14th December
1946. Since farmers sold all the milk in Anand through a co-operative union, it was commonly
resolved to sell the milk under the brand name AMUL.
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 everyday. 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,
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1954. Shri Pandit Jawaharlal Nehru, the prime minister of India declared it open at Amul dairy
on November 20, 1955.

➢ G.C.M.M.F. INTRODUCTION

GUJARAT CO-OPERATIVE MILK MARKETING FEDERATION LTD., ANAND

➢ Facts and Figures:- GCMMF: An Overview

Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products
marketing organization. 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.

Members: 13 district cooperative milk producers'


Union
No. of Producer Members: 2.6 million
No. of Village Societies: 12,792
Total Milk handling capacity: 10.16 million liters per day

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Milk collection (Total - 2006-07): 2.38 billion liters
Milk collection (Daily Average 2006- 6.5 million liters
07):
Milk Drying Capacity: 594 Mts. per day
Cattle feed manufacturing Capacity: 2640 Mts per day

Sales Turnover Rs (million) US $ (in million)


1994-95 11140 355
1995-96 13790 400
1996-97 15540 450
1997-98 18840 455
1998-99 22192 493
1999-00 22185 493
2000-01 22588 500
2001-02 23365 500
2002-03 27457 575
2003-04 28941 616
2004-05 29225 672
2005-06 37736 850
2006-07 42778 1050
2007-08 52554 1325
2008-09 67113 1504

➢ List of Products Marketed:


Breadspreads:
➢ Amul Butter

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➢ Amul Lite Low Fat Breadspread
➢ Amul Cooking Butter
Cheese Range:
➢ Amul Pasteurized Processed Cheddar Cheese
➢ Amul Processed Cheese Spread
➢ Amul Pizza (Mozzarella) 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

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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
Sweetened Condensed Milk:
➢ Amul Mithaimate Sweetened 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:
➢ Yogi Sweetened Flavoured Dahi (Dessert)
➢ Amul Masti Dahi (fresh curd)
➢ Amul Masti Spiced Butter Milk
➢ Amul Lassee
Amul Icecreams:
➢ 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
Currant, 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)

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Chocolate & Confectionery:
➢ Amul Milk Chocolate
➢ Amul Fruit & Nut Chocolate
Brown Beverage:
➢ Nutramul Malted Milk Food
Milk Drink:
➢ Amul Kool Flavoured Milk (Mango, Strawberry, Saffron, Cardamom, Rose, Chocolate)
➢ Amul Kool Café
➢ Amul Kool Koko
➢ Amul Kool Shake (Mango, Badam, Banana)
Health Beverage:
➢ Amul Shakti White Milk Food

Awards:-

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Amul Pro-Biotic Ice-Cream Gets No. 1 Award at World Dairy Summit
Anand, Gujarat, India, Friday, October 05, 2007 -- (Business Wire India)
It’s another triumph for brand Amul. After emerging as India’s topmost brand, it has gone to win
one of the world’s most prestigious awards – The International Dairy Federation Marketing Award
(2007) for Amul pro-biotic ice-cream launch.

Announcing the award on October 03, at Dublin, Ireland on the occasion of the World Dairy
Summit, Mr. Jim Begg the IDF President commented “These campaigns are excellent examples of
best practice in branded and generic marketing from around the world. In markets around the world
that are volatile and highly competitive, dairy products have a role in health balanced diets, and
these campaigns have demonstrated the ability of well planned and executed marketing
investments.”

GCMMF is the first and the only Indian organization to receive the 2007 IDF Marketing Award
which covered three categories – Nutri-marketing, Innovation and Marketing Communication.
Amul Pro-biotic Ice-cream received the award in the Nutri-marketing category.
According to Shri B. M. Vyas, Managing Director, GCMMF, “We launched Amul Pro-biotic Ice-
cream as well as Amul Pro-biotic Sugar Free Ice-cream, due to the constraints of cold chain which
is a pre-requisite for ice-cream distribution. In a country like India where we have waterborne
diseases like diarrhea, eating a spoonful or two of pro-biotic ice-cream would keep the family
healthy and strong. The product was launched with this in view. We were the first in the country to
introduce pro-biotic ice-cream and pro-biotic sugar free ice-cream. We are happy that our efforts
have been globally recognized by bestowing the prestigious IDF Marketing Award’.

In January 2007, for the first time in India and the world GCMMF introduced the Amul range of
sugar free and Pro-biotic ice-creams aimed at the health- conscious and diabetic. Probiotics are live
beneficial culture which, when administered in adequate amounts, confer a beneficial health effect
on the host. They help in digestion, especially of milk sugar (lactose). They improve the immune
system, build stronger bones and are effective in controlling travelers’ diarrhea. They also help in
the prevention of formation and growth of colon cancer.

GCMMF was the first organization in the country to launch Pro-biotic food. In order to educate
consumers and trade about the benefits of Pro-biotic ice- cream, GCMMF ran extensive advertising
and direct marketing campaigns during the year.

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➢ MILK PROCUREMENT
Total milk procurement by our Member Unions during the year 2006-07 averaged 67.25 lakh
kilograms (6.7 million kg) per day, representing a growth of 4.5 per cent over 64.38 lakh kilograms
(6.4 million kg) per day achieved during 2005-06. The highest procurement as usual was recorded
during January 2007 at 84.09 lakh kilograms (8.4 million kg) per day. This increase in milk
procurement is very impressive, keeping in mind the massive loss suffered by our farmers due to
floods during the monsoon season, specially in Surat district.

➢ MILK PROCESSING:-

1. Homogenization: - Milk must then be homogenized. Without homogenization, the milk fat
would separate from the milk and rise to the top. Milk fat is what gives milk its rich and
creamy taste. In this process Milk is transferred to a piece of equipment called a
homogenizer. In this machine the milk fat is forced, under high pressure through tiny holes.

2. Pasteurization:- Pasteurization is the process that purifies milk and helps it stay
fresher, longer. Milk is pasteurized by heating it to 72°C for 16 seconds then
quickly cooling it to 4°C. Pasteurization is named after Louis Pasteur, the famous scientist.

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3. Adding Vitamins; - Before homogenization, vitamin D is added to all milk. Vitamin D
combined with the calcium that naturally exists in milk help gives us strong bones and
teeth. Dairies also add Vitamin A to skim, 1% and 2% milk. Vitamin A is good for our
eyesight.

4. Packaging Milk: - Milk is now ready to be packaged. Milk is pumped through automatic
filling machines direct into bags, cartons and jugs. The machines are carefully sanitized and
packages are filled and sealed without human hands. During the entire time that milk is at
the dairy, it is kept at 1° - 2°C. This prevents the development of extra bacteria and keeps
the milk it’s freshest.

5. Storing:- Milk is delivered to grocery stores, convenience stores and restaurants in


refrigerated trucks that keep milk cooled to 1° - 4°C. The stores take their milk and
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immediately place it in their refrigerated storage area. Because fresh milk is so important to
our diets, dairies, and our health.

PRODUCT SPECIFICATION:-

Fat (min) SNF


AMUL GOLD 6.0% 9.0%
AMUL TAAZA 3.5% 8.5%
SNT 5.0% 9.0%

MILK PRODUCT:-

Pasteurized Milk Sterilized Milk Flavored Milk


Cultured Milk Chocolate Milk Cream
Butter Sweetened Condensed Milk Ghee
Milk Shake Powder Malted Milk Whole Milk Powder
Baby Food Skim Milk Powder Whey Powder
Ice Cream Milk Powder Yoghurt

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MILK:-
One of the most versatile food consumed by us. All children start their with mother’s milk and
continue to use it in one other throughout their life.
It is the secretion from the mammary glands of a lactating mammal. The white fluid, know as
milk, is made up of milk fat and other milk solids.

Solid
Imp. Non
Vitamins
Fat
Water
Protei
Minerals
Constituents
A,
Sodium,
D, of
Fat
MILK
K,
ns
Cal,
E Iron etc
faFat

Enzymes,
Vitamins B & B12

MILK PROCESSING BLOCK DIGRAM:-

26
➢ Milk Business

➢ SALES
During the year, sales of our Federation registered a growth of 13.4 per cent to reach Rs. 4,277.84
crores (Rs. 42.77 billion). This is an extremely impressive growth, when viewed from the
perspective of 29 per cent growth that we had achieved last year. In global terms, we have now
become a billion dollar organization.
I am also pleased to note that our Federation has done remarkably well in most of the value-added
consumer packs. Sales of Amul Milk in pouches have grown by 40% in value terms. Similarly, sales
of Ghee in Amul and Sagar brands have also grown by 28%. UHT Milk has also shown an
impressive value growth of 25%. With the highly successful launch of Amul Kool Café, our sales
value in the Flavored Milk segment has seen an exponential increase of 55%. We reaffirmed our
status as the undisputed leader in Ice-cream segment, by registering impressive growth in sales. In
line with our policy of continuous innovation, we have launched Probiotic and Sugar-free Ice-cream
to cater to the growing health conscious segment.

Our sales in Amul Processed Cheese have shown consistent and very impressive growth, year after
year. In 2006-2007, we recorded 20% growth in value sales for Cheese, yet again. We managed to
register double-digit value growth in Butter and Milk Powders, despite intense competition in these
categories. We have introduced an entirely new range of chocolates in world-class packaging, under
the brand name Amul Chocozoo. In the health-spread category, Amul Lite and Delicious Margarine
have performed extremely well, with a combined growth of 58% in sales value.

27
➢ RETAILING
The advent of modern format retailing has led to a sea change in purchasing behavior of consumers.
While large retail chains do provide some convenience to consumers, historically they have rarely
had any beneficial impact on farmers who supply agricultural produce to them. Across the world, it
is observed that the farmer’s share in the consumer’s rupee, keeps on declining due to the rising
bargaining power of supermarket chains. This phenomenon will definitely take place in India, as
well, within the next few years. To counter this, we have decided to set up our own Amul Preferred
Outlets (APOs), all across the country.
GCMMF ventured into organized retailing in 2002 with a view of getting closer to the consumer
and provide her the complete brand experience. We have made our presence felt by creating several
strategically located parlors, in a short period of time. The entire expansion drive is based on the
franchisee route adopted by GCMMF, which means an employment opportunity for thousands of
enterprising Indians. The Retailing operations would not only help farmers and small time
entrepreneurs to counter the onslaught of Modern Format stores but would also help consumers to
relish complete Amul brand experience.

➢ EXPORT

28
As you are aware, the Government of India has recently banned export of milk powders till 30th
Sept 2007 and also does not allow exports based on the Letter of Credit received by us prior to the
ban. In today’s global economy, ban on exports would definitely be considered a retrograde step.

As you are aware, the milk producers of Gujarat and neighboring states of Maharashtra, Madhya
Pradesh and Rajasthan have suffered immensely due to heavy rains and floods in June – August
period last year. This had not only reduced their income levels but had also made them suffer losses
due to death of cattle and damage to farms and property.

Despite these hardships, our milk producer members have continued to make their efforts in
maintaining milk supply which has helped to tide over the crisis period. The only ray of hope has
been the hope of realization of better prices for their milk since international market prices have
increased due to removal of subsidy in Europe and drought in Australia in the last few months.
Since the ban in February this year, the international SMP prices have increased from US$ 3000 per
MT to US$ 5000 per MT. Our milk producers are obviously sustaining an opportunity loss of US$
2000 per MT in terms of additional realization that we could have obtained.

Further, the Ministry of Agriculture and Ministry of Commerce have been fighting very hard since
last more than 10 years at WTO to ensure that Europe removes agricultural subsidy, which results
into better prices and market access to our Indian farmers. The Indian farmers have barely started to
realize the fruits of removal of subsidy on SMP by EU as they have seen rise in milk procurement
prices and increase in India’s presence in global dairy market.
The move to ban exports of milk powder is hurting us since India shall not be able to export part of
surpluses at the prevailing international prices that are marginally better than the current domestic
prices.

The notification is also not allowing exports under para 1.5 of Foreign Trade Policy and hence the
buyers, who have made 100 % advance payment or have established Letter of Credit before the date
of ban, are also not able to import milk powders, which has tarnished India’s image as reliable
supplier.

Many of our dairies have invested in better plant and machinery by importing Capital goods under
EPCG licenses and thereby entering into export obligations. With force of ban on milk powder, the
plants will not be able to fulfill their export obligations.
Since the existing system in place for milk production encourages income generation for millions of
milk producers, it is important that the Union Government should have policies that facilitate dairy
development consistent with this profile. Equally important, the Union Government must take
necessary measures to ensure that the Indian milk producer gets a fair chance to sell his produce in
global market, which has historically been having a lot of subsidy in milk products, and he does not
face threat or erode India’s comparative advantage in dairying as well as its competitive strengths in
the sector.
We have met the Hon. Prime Minister of India, Hon. Commerce Minister and Hon. Agriculture
Minister and have urged the Union Government to withdraw the ban on exports of milk powders, in
the interests of not just India’s farmers and milk producers but also in the national interest.

29
During the year, our export turnover has decreased from Rs 134 crores in 2005-06 to Rs 60 crores
this year. This is due to the export ban in the last couple of months. However, I am pleased to
inform that the consumer pack exports has increased by 32% over the previous year. Our Kool Café
and Buttermilk have got excellent response in UAE, Singapore and Australian markets. We have
also started exports of Amul Ice-cream to Dubai this year. We expect our consumer pack business to
help in further improve our brand presence in our target export markets and reinforce our position as
‘Asia’s largest milk brand’.

• DISTRIBUTION NETWORK
Overall economic growth, higher disposable incomes, changing attitude of consumers towards
spending, various alternative consumption forms, and emergence of Organized Retail throws up
challenges and also opportunities to the Distribution function of Federation. To keep pace with the
changing market scenario, in the previous years, we have increased our distribution network in
small towns. During this year Amul have divided markets into 14 segments to ensure improved
availability of our products. Improved distribution focus on newly launched products was on top of
Amul`s agenda. Amul product lines were divided into Main Line and New Line. Separate
distributors were appointed during the year exclusively for New Line. For specific product
categories also exclusive distributors have been appointed. Separate manpower has been earmarked
for each line.
To impart concepts of modern marketing amongst our distributors an initiative of Marketing and
Sales Management Program of our distributors have been taken. In collaboration with a premier
business school, a 2 days workshop has been designed. All distributors of Federation will undergo
this Training Program.
Amul Yatra Program has been continuing to bring our channel partners to Amul to give them an
exposure to our cooperative institutions. This year our emphasis was upon our newly appointed
distributors and channel partners from various business segments like Organized Retail, Caterers
etc.

• COOPERATIVE DEVELOPMENT PROGRAMME

30
During the last seven years, Amul`s Member Unions are implementing Internal Consultant
Development (ICD) intervention for developing self leadership among member producers and
thereby enabling them to manage their dairy business efficiently leading to their overall
development.

During the year, Member Unions continued to implement the module on Vision Mission Strategy
(VMS) for primary milk producer members & Village Dairy Cooperatives. Facilitated by specially
trained consultants, 901 Village Dairy Cooperative Societies (VDCS) have already conducted their
Vision Mission Strategy Workshops, prepared their Mission Statements & Business Plans for next
five years. Till today, a total of 4,428 VDCS have prepared their mission statement and business
plan. Member Unions are reviewing this business plan every year under VMS annual revisit
program and facilitate VDCS to prepare action plan for next year to propel the momentum gained
through VMS.
The VMS module has prompted milk producers to initiate activities at villages such as Water
management, Planned Animal Breeding, Animal Feed management, Improved member services
management, Information Technology Integration and Networking, which has very far reaching and
long-term effects on the milk business. This planned management of milk production and VDCS
will not only help producer members to increase economic returns from their milk business but also
help VDCS management to face the fierce competition ahead. Continuing the Cleanliness drive at
village level, till March 2007, Member Unions have identified & imparted training to 8,774 Core
groups formed of milk producers and Management of the VDCS. To enhance the level of
Cleanliness this year 7,313 VDCS celebrated Red Tag Day on “Gandhi Jayanti” - 2nd October and
the Unions also awarded best performing VDCS.

31
As a part of the Breeding Services Improvement Program, during the year, Member Unions have
continued implementation of the module of Improvement in Artificial Insemination Services and
imparted training to 212 Core groups at village level and have decided to cover all the VDCS under
Breeding Services with this module over the next year. To boost this movement, Member Unions
are also conducting Mass De-worming campaign. Further, Member Unions implemented the AI
Audit Competition during the year and in the process, identified & awarded the best performing
VDCS & AI Workers of these Societies in order to motivate them to further improve their work.
In order to increase awareness about dairy industry scenario and impart leadership skills to the
Chairmen & Secretaries of the Village Dairy Cooperatives, Member Unions in collaboration with
Federation, are conducting Chairmen & Secretaries’ Orientation Program at Mother Dairy,
Gandhinagar. During the year 1,114 Village Dairy Cooperative Societies have been covered under
this program involving 2,150 Chairmen & Secretaries of the Village Dairy Cooperatives.
During the year, our Member Unions continued to encourage increased participation of women milk
producers in the Dairy Cooperative Societies. To develop their skills and enhance leadership
qualities, Member Unions organised Self Managing Leadership (SML) Program at Prajapita
Brahmakumaris, Mount Abu for 1,660 women resource persons along with Chairmen and
Secretaries of 282 VDCS.
In order to strengthen knowledge and skill base of young girls and women of the villages about milk
production management and to motivate them to implement scientific milch animal breeding,
feeding and management methods for their animals, Federation, with technical collaboration and
resources of Anand Agriculture University, has initiated “Mahila Pashupalan Talim Karyakram” for
women resource persons of the Member Unions. It is envisaged that women resource persons
trained through this program would lead the torch light in villages to facilitate women milk producer
members to increase productivity per milch animal and in turn improve the livelihood of their fellow
milk producers household. During the year, 99 women resource persons have been trained under
this program.
To meet the differential nutritional requirement of animals, we have started marketing of cattlefeed
in four different variants under Amul Super dan, Amul Power dan, Amul Josh dan and Amul Purak
dan brand names. During the year, total sale of cattlefeed under these brands is 50,060 MT which is
22% higher compared to previous year.
On the basis of results of Animal Survey carried out by MUs, it is observed that there are large
number of NPG - NECO (Non Pregnant Not Even Calved Once) animals in milkshed area of MUs.
Therefore with an objective to reduce NPG – NECO animal population and to improve productivity
of milch animals it is envisaged to initiate Fertility Improvement Program (FIP) and Productivity
Enhancement Program (PEP) in village dairy cooperative societies affiliated to member unions in
coming years.

In our sustained effort to professionalize the dairy cooperative sector and create a pool of talented
manpower to serve the rural producer, we continue to support the Institute of Rural Management,
Anand in several ways. We provide financial assistance to 15 deserving students in form of Amul
scholarship, with a financial outlay of Rs. 15 Lakhs per annum. We have already decided to
continue this support for another five years.

• INFORMATION TECHNOLOGY INTEGRATION

32
GCMMF has further advanced its Information Technology solutions by enhancing its customized
ERP System (EIAS & Web EIAS) to improve its operational efficiencies.
“Communication” is the key word to achieve highest level of performance in today’s competitive
business environment. To strengthen the Business Linkages with the business partners of GCMMF,
we have deployed “Amul e-Groupware System”. The said system facilitates two-way Online
communication with the business partners and helps in improving the performance.
It has also successfully deployed Customer Relationship Management (CRM) solution with a
personalized mailing list manager. The said system helps us in informing a large number of
customers about our product launch, consumer schemes, recipes etc. instantly and get their
feedback.
Your Federation has also further advanced its Geographical Information Systems by implementing
the same at all Milk Marketing Offices to smoothen its supply chain management and to improve
operational efficiencies.

Plants:-

First plant is at ANAND, which engaged in the manufacturing of milk, butter, ghee, milk powder,
flavored milk and buttermilk.

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

33
Third plant is at Kanjari, which produces cattelfeed.

Fourth plant is at Khatraj, which engaged in producing cheese.

Today, twelve dairies are producing Today twelve dairies are producing different
products under the brand name Amul. Today Amul dairy is no. 1 dairy in Asia and no. 2 in the
world, which is matter of proud for Gujarat and whole India.

34
➢ Amul Pattern
The Amul Pattern has established itself as a uniquely appropriate model for rural development.
Amul has spurred the White Revolution of India, which has made India the largest producer of
milk and milk products in the world. It is also the world's biggest vegetarian cheese brand.

35
Amul's product range includes milk powders, milk, butter, ghee, cheese, curd, chocolate, ice
cream, cream, shrikhand, paneer, gulab jamuns, basundi, Nutramul brand and others.

Amul is the largest food brand in India and world's Largest Pouched Milk Brand with an annual
turnover of US $868 million (2005-06). Currently Amul has 2.41 million producer members with
milk collection average of 5.08 million liters/day. Besides India, Amul has entered overseas
markets such as Mauritius, UAE, USA, Bangladesh, Australia, China, Singapore, Hong Kong and
a few South African countries. Its bid to enter Japanese market in 1994 had not succeeded, but
now it has fresh plans of flooding the Japanese markets. Other potential markets being considered
include Sri Lanka.

36
➢ Amul : At Marketing Front

➢ Amul Butter Girl


The moppet who put Amul on India's breakfast table 50 years after it was first launched, Amul's sale
figures have jumped from 1000 tonnes a year in 1966 to over 25,000 tons a year in 1997. No other
brand comes even close to it. All because a thumb-sized girl climbed on to the hoardings and put a
spell on the masses.

Bombay: Summer of 1967. A Charni Road flat. Mrs. Sheela Mane, a 28-year-old housewife is out in
the balcony drying clothes. From her second floor flat she can see her neighbors on the road. There
are other people too. The crowd seems to be growing larger by the minute. Unable to curb her
curiosity Sheela Mane hurries down to see what all the commotion is about. She expects the worst
but can see no signs of an accident. It is her four-year-old who draws her attention to the hoarding
that has come up overnight. "It was the first Amul hoarding that was put up in Mumbai," recalls
Sheela Mane. "People loved it. I remember it was our favourite topic of discussion for the next one
week! Everywhere we went somehow or the other the campaign always seemed to crop up in our
conversation."

Call her the Friday to Friday star. Round eyed, chubby cheeked, winking at you, from strategically
placed hoardings at many traffic lights. She is the Amul moppet everyone loves to love (including
prickly votaries of the Shiv Sena and BJP). How often have we stopped, looked, chuckled at the
Amul hoarding that casts her sometime as the coy, shy Madhuri, a bold sensuous Urmila or simply
as herself, dressed in her little polka dotted dress and a red and white bow, holding out her favourite
packet of butter.

For 30 odd years the Utterly Butterly girl has managed to keep her fan following intact. So much so
that the ads are now ready to enter the Guinness Book of World Records for being the longest
running campaign ever. The ultimate compliment to the butter came when a British company
launched a butter and called it Utterly Butterly, last year.

It all began in 1966 when Sylvester daCunha, then the managing director of the advertising agency,
ASP, clinched the account for Amul butter. The butter, which had been launched in 1945, had a
staid, boring image, primarily because the earlier advertising agency which was in charge of the
account preferred to stick to routine, corporate ads.

37
One of the first Amul hoardings

In 1969, when the city first saw the beginning of the Hare Rama Hare Krishna movement, Sylvester
daCunha, Mohammad Khan and Usha Bandarkar, then the creative team working on the Amul
account came up with a clincher -- 'Hurry Amul, Hurry Hurry'. Bombay reacted to the ad with a
fervour that was almost as devout as the Iskon fever.

That was the first of the many topical ads that were in the offing. From then on Amul began playing
the role of a social observer. Over the years the campaign acquired that all important Amul touch.

India looked forward to Amul's evocative humour. If the Naxalite movement was the happening
thing in Calcutta, Amul would be up there on the hoardings saying,

"Bread without Amul Butter, cholbe na cholbe na (won't do, won't do). If there was an Indian
Airlines strike Amul would be there again saying, Indian Airlines Won't Fly Without Amul.

There are stories about the butter that people like to relate over cups of tea. "For over 10 years I
have been collecting Amul ads. I especially like the ads on the backs of the butter packets, "says
Mrs. Sumona Verma. What does she do with these ads? "I have made an album of them to amuse
my grandchildren," she laughs. "They are almost part of our culture, aren't they? My grandchildren
are already beginning to realise that these ads are not just a source of amusement. They make them
aware of what is happening around them."

Despite some of the negative reactions that the ads have got, DaCunhas have made it a policy not to
play it safe. There are numerous ads that are risque in tone.

"We had the option of being sweet and playing it safe, or making an impact. A fine balance had to
be struck. We have a campaign that is strong enough to make a statement. I didn't want the
hoardings to be pleasant or tame. They have to say something," says Rahul daCunha.

38
"We ran a couple of ads that created quite a furore," says Sylvester daCunha. "The Indian Airlines
one really angered the authorities. They said if they didn't take down the ads they would stop
supplying Amul butter on the plane. So ultimately we discontinued the ad," he says laughing. Then
there was the time when the Amul girl was shown wearing the Gandhi cap. The high command
came down heavy on that one. The Gandhi cap was a symbol of independence, they couldn't have
anyone not taking that seriously. So despite their reluctance the hoardings were wiped clean. "Then
there was an ad during the Ganpati festival which said, Ganpati Bappa More Ghya (Ganpati Bappa
take more). The Shiv Sena people said that if we didn't do something about removing the ad they
would come and destroy our office. It is surprising how vigilant the political forces are in this
country. Even when the Enron ads (Enr On Or Off) were running, Rebecca Mark wrote to us saying
how much she liked them."

Amul's point of view on the MR coffee controversy

There were other instances too. Heroine Addiction, Amul's little joke on Hussain had the artist
ringing the daCunhas up to request them for a blow up of the ad. "He said that he had seen the
hoarding while passing through a small district in UP. He said he had asked his assistant to take a
photograph of himself with the ad because he had found it so funny," says Rahul daCunha in
amused tones. Indians do have a sense of humor, afterall.

From the Sixties to the Nineties, the Amul ads have come a long way. While most people agree that
the Amul ads were at their peak in the Eighties they still maintain that the Amul ads continue to
tease a laughter out of them.

Where does Amul's magic actually lie? Many believe that the charm lies in the catchy lines. That we
laugh because the humor is what anybody would enjoy. They don't pander to your nationality or
certain sentiments. It is pure and simple, everyday fun.

39
➢ Obstacles
Unawareness of quality of product:

As long as milk was available consumers could not care less about aspects such as fat contents and
consumer could not differentiate between Amul and other competitors.
Illiteracy:
Highlighting brand strengths effectively was harder still since a large segment of the consumers
was illiterate.
Cut throat competition:
Competition was so intense that all 20 brands sold at exactly the same price. In 1993 Amul’s
market share was 27.9%. With this cut throat competition, Local dairies (dabba walas) and other
product companies also make the competition intense.

➢ Applied Strategies
➢ Marketing Strategies

➢ Profit minimization
40
Amul offered the margin of only 15 paisa per liter compared to 40 paisa by other private
packers.
➢ Attractive packaging
The fat and SNF content began to appear on pouches in an attempt to educate the
customers.
➢ Pictures
Instead of making the pouch design copy-heavy, colorful images were used as these were
easy for the customer to remember. Hence, different early morning symbols like birds,
flowers, the sun and buffalo were printed.
➢ Colors
The bright colors were used to distinguish the various types of milk. It began to seem that
the brand was acquiring an identity for itself.
Response of Consumers
In response to the strategies regarding consumer awareness, started asking for
“Bhainswala or Harawala”

➢ ADVERTISING STRATEGY

➢ Emotional touch:
Since 1967 Amul products' mascot has been the very recognizable "Amul baby" (a chubby butter
girl usually dressed in polka dotted dress) showing up on hoardings and product wrappers with the
equally recognizable tagline Utterly Butterly Delicious Amul. Through this ‘Amul baby’ Amul
creates emotional touch with consumers.

➢ The Amul Bayby:


50 years after it was first launched, Amul's sale figures have jumped from 1000 tonnes a year in
1966 to over 25,000 tonnes a year in 1997. No other brand comes even close to it. All because a
thumb-sized girl climbed on to the hoardings and put a spell on the masses.

Through the Amul baby, Amul shows – “after consuming the Amul products kids can grow with
creativity & innovativeness. It has even left great impact on parent’s outlook. Now they feel their
kids can grow in the best possible.

41
➢ Advertisement as per the situation:
Amul focuses more and more on effective advertising. They advertise their products to co-
relate Amul baby with current scenario.

Ex- an Amul butter ad on Pakistan's Kargil War fiasco. The image shows the "Amul baby" in
between George Fernandez and Vajpayee.

➢ Operation Flood
The Amul started project called Operation Flood (OF), with all the subsidiary cooperatives of
NDDB, meant to create a flood of milk in India's villages with funds mobilized from foreign
food donations.

Under the operation flood Amul and other subsidiaries of NDDB introduced an advertisement for
attracting the people towards milk that is known as “Wonderful Doodh”. It got great success in the
market. Due to this add, the demand of the milk got doubled and also its effects on the sales of other
brand competitors like as Pepsi, coca cola etc.

➢ Amul – The Taste of India


Amul introduced the tag line “The Taste of India” to attract more customers towards it, as Indians
are emotionally bound towards the feeling of being Indian when something is related to their
sentiments of being Indian, they tend to attract towards their particular product.

Through this tag line Amul believes to entrust the customers to deliver batter quality product

➢ Present Scenario:
42
Amul is targeting export turnover of Rs 150 crore and expects milk product sales to
rise in overseas market such as west Asia, US and Sri Lanka. Amul added 900
distributers across small town to expend their reach. Amul is also applying
following activities to expand their market:
➢ Amul is advertising his products through press advertisement, radios,
boarding and cable TV
➢ Amul started printing its logo on home delivery bags, T-shirts, caps,
umbrellas.
➢ Amul is organizing many competitions in different institute & distributing
gifts with its logo to aware the consumers.

➢ Future Aspects:

Amul has recently entered into direct retailing through "Amul Utterly Delicious" parlors created in
major cities like Ahmedabad, Bangalore, Baroda, Delhi, Mumbai, Hyderabad and Surat. Amul has
plans to create a large chain of such outlets to be managed by franchisees throughout the country.

"Amul Utterly Delicious" parlors are an excellent business opportunity for investors,
shopkeepers and organizations. In order to come closer to the customer, we have decided to
create a model for retail outlets, which would be known as "Amul Preferred Outlets"(APO).

Amul plans to launch India's first sports drink Stamina, which will be competing with Coca
Cola's PowerAde and PepsiCo's Gatorade.

1. Renovation Work of the Shop to give it a standard look –

Renovation work would be done to meet the design and specifications at your cost. The
cost of renovation of a typical shop would normally be between Rs. 60,000 to Rs. 1 lac.

2. Branding-

The APOs would be branded as "Amul Utterly Delicious". The cost of the signage
fabrication and installation would be borne by GCMMF office operating in your region.

43
➢ People Power: Amul’s Secret Of Success

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 agro-system 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 socio-economic upliftment and common goods.

Looking back on the path traversed by Amul, the following features make it a pattern and model for
emulation elsewhere.

Amul has been able to:

➢ Produce an appropriate blend of the policy makers farmers board of management and the
professionals: each group appreciating its rotes and limitations,
➢ Bring at the command of the rural milk producers the best of the technology and harness its
fruit for betterment.
➢ Provide a support system to the milk producers without disturbing their agro-economic
systems,
➢ Plough back the profits, by prudent use of men, material and machines, in the rural sector for
the common good and betterment of the member producers and

➢ Even though, growing with time and on scale, it has remained with the smallest producer
members. In that sense. Amul is an example par excellence, of an intervention for rural
change.
44
The Union looks after policy formulation, processing and marketing of milk, provision of technical
inputs to enhance milk yield of animals, the artificial insemination service, veterinary care, better
feeds and the like - all through the village societies. Basically the union and cooperation of people
brought Amul into fame i.e. AMUL (ANAND MILK UNION LIMITED), a name which
suggest THE TASTE OF INDIA.

PROJECT
FIRST PART
Effective implementation of Amul milk shopee
Distribution channel study is a very important factor

➢ To know the amul’s milk market


➢ To know the hurdles & obstacles in selling of amul milk
➢ To increase the amul milk sale in market at amul milk retailer
➢ To add new retailer or to incease the network of distributor
➢ To know other milk brand keeper attached with Amul with other products
➢ To get the feedback on selling of amul milk in the market
➢ To know the retailer’s and consumer’s opinion
➢ To get the suggestions for improvement

Different regions of Jaipur were allotted to me so there were different types of observations which I
have found there.

Our main task was to set a chain of retail network in those areas so that penetration of Amul Milk
can be increased and it should make easily available to the consumer.
The consumers were also not fully aware of availability of Amul Milk in their area.

45
WORKING METHODOLOGY:-

Route Visit:-
We visited the routs with the distributer’s vehicle where the distributer supplies the products.
Our main focus was on milk. By this we knew what are the front selling hurdles of retailers for
amul milk.
We also convince those retailers who were attached with the amul with other products (except
milk ) to sell amul milk.
And also note down the per day sales of amul milk at respective retailers and also tried to know the
mentality of the consumers and retailers.

Fill the gap


Increase the amul milk sale
Added new retailers
Made the service proper i.e. distributor to retailer
Promotion by amul milk wall painting, stickers

I visited following two distribotor’s route with the salesman

1. NK Agency (Salesman- Mohd. Aneesh)-

Raja Park
Tilak Nagar
Adarsh Nagar

2. Ashoka Agency (Salesman- Mr.Kailash Sharma)-

Railway Station
Railway Station Road
Sindhi Camp
Jalupura
Johari Bazar
Bapu Bazar
Choura Rasta
46
Badi Chopar
Subhash Chowk

We had a format to note down the necessary information regarding amul’s milk market.
We use to approach every retailer of amul and discuss the hurdles and obstacles for amul milk and
note down all the necessary information, which could be useful for our project’s research work.

SECOND PART
Market Research for Advertisement
OR
Ad tracking

Marketing Research
Marketing research plays an important role in the process of marketing. Starting with market
component of the total marketing talks. It helps the firm to acquire a better understanding of the
consumers, the competition and the marketing environment.

Definition-
“Marketing research is a systematic gathering, recording and analysis marketing problem to
facilitate decision making.”
- Coundiff & Still.

“Marketing research is a systematic problem analysis, model building and fact finding for the
purpose of important decision making and control in the marketing of goods and services.
– Phillip Kotler.

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MAIN STEPS INVOLVED IN MARKETING RESEARCH :
Defining the Marketing Problem to be tackled and identifying the market research problem involved
in the task.

A.Background

1.Purpose or Objective of Marketing Research or Purpose of Ad Tracking


2. Identify the problem.
3. Information requirement & Source of Information

B.Research Methodology

1. Sampling
2. Field Work
3. Research Limitations

C. Measures Or Primary Tabulation, Analysis & Interpertation


D.Findings, Conclusion & Suggestion

Every day when we open the newspaper or see T.V. channels we are bombarded with the
advertisements, designed by marketer that draws the customer’s brain in the organization.
Ad tracking, also known as post-testing or ad effectiveness tracking is in-market research that
monitors a brand’s performance including brand and advertising awareness, product trial and usage,
and attitudes about the brand versus their competition.
Depending on the speed of the purchase cycle in the category, tracking can be done continuously (a
few interviews every week) or it can be “pulsed,” with interviews conducted in widely spaced
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waves (ex. every three or six months). Interviews can either be conducted with separate, matched
samples of consumers, or with a single (longitudinal) panel that is intervewed over time.
Since the researcher has information on when the ads launched, the length of each advertising flight,
the dollars spent, and when the interviews were conducted, the results of ad tracking can provide
information on the effects of advertising.

A. Background

1. Purpose or Objective of Marketing Research or Purpose of Ad


Tracking
To Consumer awareness and perception analysis for new TVC
“Dude whr is the Dudh”

To understand the consumers’ awareness level, perception about Amul milk advertisements
especially new TVC of Amul milk.

The purpose of ad tracking is generally to provide a measure of the combined effect of the media
weight or spending level, the effectiveness of the media buy or targeting, and the quality of the
advertising executions or creative.
Advertisers use the results of ad tracking to estimate the return on investment (ROI) of advertising,
and to refine advertising plans. Sometimes, tracking data are used to provide inputs to Marketing
Mix Models which marketing science statisticians build to estimate the role of advertising, as
compared to pricing, distribution and other marketplace variables on sales of the brand.

Related Sub Objectives-

➢ To know the relationship of sales with the advertisement.

➢ To know awareness of people towards New Amul Milk TVC Ads.

➢ To know in which segment milk are mostly like/preferred.

➢ To know which advertisement tool is mostly preferred by people.

➢ To know the preference of Amul Milk with comparison to


other competitive brands.

➢ To know the factors which affects consumer’s buying behavior


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to purchase the Amul Milk.

2.Research Problem

➢ Increase the awareness level of AMUL MILK.

➢ To find the performance of AMUL MILK vis-à-vis other Brands.

➢ To know the consumer psyche and their behaviour towards AMUL


MILK.

“Advertising is a paid form of non-personal presentation and promotion of ideas,


goods or services by an identified sponsor.”

3. Information requirement & Source of Information

➢ First, I had to know about all the competitors present in the milk
➢ segment (Reputed and well established brands as well as Local brands).

➢ Before going for the survey I had to know the comparative packs and
➢ prices of all the competitors existing in the market.

➢ Since milk is a product that attracts everyone hence I had to trace the market and segment it,
which mainly deals with people of various age groups.

➢ As Amul Milk advertisements are mainly done through hoardings but on television the
advertisement is being telecasted timely and on the proper time or not.

➢ Information on when the ads launched, the length of each advertising flight, the money
spent, and when the interviews were conducted

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B. Research Methodology or Research
Design
1. SAMPLING

1. Sampling Technique : Non probability sampling


(A non probability sampling technique is
that in which each element in the
population does not have an equal
chance of getting selected)

2. Sample Unit : People who buy milk from dairy booth


superstores, etc.

3. Sample size : 200 respondents (Age ranging


between 15 yrs to 65 yrs)

4. Method : Direct interview through questionnaire.

5.Method for calculation : Software-ANNOVA

6. Data analysis method : Graphical method.

7. Area of survey : Jaipur City

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2. FIELD WORK- METHOD USED FOR DATA
COLLECTION

• Questionnaire was prepared keeping the objective of research in mind.

• Questions were asked to respondents as regards to their willingness to purchase Amul Milk.

• The help of questionnaires conducted direct interviews, in order to get accurate information.

• In order to get correct information I had to approach consumers ranging from 15 yrs to 65
yrs.

• It is really a Herculean task to understand Consumer Behavior, as the definition suggest,


“Consumer behavior is a physical activity as well as decision process individual engaged
in when evaluating, acquiring, using and disposing goods and services”.

• In order to collect accurate information I visited to Garden, Temple, and Superstores,


Malls each and every question was filled personally by the respondents and checked
properly.

• People were not willing to answer, when they were contacted between 1.00 pm to 5.00 pm,
the time when most of the people take rest during the scorching heat.

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1. LIMITATIONS
➢ Limited time available for interviewing the respondents. As a result of this it was not
possible to gather full information about the respondents.

➢ When I interviewed children and teenagers, sometimes they are not aware of the new TVC
ad as compare to the old one.

➢ As summer training is going under summer season so sometimes


➢ people are less interested in filling up questionnaire.

➢ Sometimes the problem which I face is language problem for which I have to make them
understand.

➢ Non-cooperative approach and rude behavior of the respondents.

➢ If the respondents answer does not falls between amongst the options given then it will turn
up to be a biased answer.

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D. MEASURES OR PRIMARY TABULATION, ANALYSIS &
INTERPRETATION

The mind share for different milk brands among the


[1] respondents are:
Saras Amul Lotus Gorus Others
Top of
Mind 57% 34% 2% 8% 0%
Second 35% 52% 3% 4% 3%
Third 6% 6% 27% 4% 4%

INFERENCE

➢ 57% respondents consider Saras as Top of mind brand while 34% respondents consider
Amul as top of mind Brand

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[2] Awareness about Amul Milk Brand-
Y
es 94%
N
o 6%

INFERENCE

➢ AMUL leads as top of mind brand for Housewife’s segment while Saras for Students and
Service personnel’s.

Medium of Awareness for Amul Milk


[3] Brand?
Print Wall
Media painting TVC Hoarding Word of Mouth
21% 18% 24% 13% 24%

INFERENCE

➢ 94% of respondent are aware of presence of Amul milk in city


➢ Print Media, TVC and Word of mouth act as major source of awareness
➢ Wall painting act as effective medium for awareness

The awareness of Amul milk ads, among the respondents, aware of amul
[4] milk are?
Amul Dudh pita hai india 67%
DUDE WHR IS THE DUDH 33%

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INFERENCE

➢ The “Amul Dudh Pita hai India” TVC is rated higher in awareness level than the new TVC.

[5] The new TVC is considered as


Honest Energetic Refreshing
17% 41% 42%

INFERENCE
➢ New commercial is energetic and refreshing but low in honesty
➢ 54% of respondents who viewed the tvc are ready to try amul milk, remaining 46% are
undecisive or not interested.

[6] Top of mind brands for different Occupation


Brands Student Housewife service Business
SARAS 62% 29% 100% 72%
AMUL 36% 45% 0% 16%
LOTUS 0% 0% 0% 13%
GORUS 2% 25% 0% 0%

INFERENCE

➢ Amul is considered as 1st choice by House wifes while Others consider Saras.

[7] TOP OF MIND BRAND FOR DIFFERENT AGE GROUPS


Brands <15 15-24 25-40 >40
SARAS 71% 61% 45% 45%
AMUL 29% 37% 12% 55%
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LOTUS 0% 0% 10% 0%
Gorus 0% 2% 33% 0%

INFERENCE

➢ Respondent above 40 years consider Amul as their first choice.


➢ Saras leads as top of mind brands for Children and Youths.

[8] Awareness of Amul milk v/s top of mind brand?

SARAS 55%
AMUL 35%
LOTUS 2%
Gorus 8%

INFERENCE
Saras Considered as top of mind with 55% while Amul Milk Considered as Second with 35%

% of medium of awareness for the respondents aware of new Amul milk


[9] advertisement?
TV 78%
Print Media 11%
Word of Mouth publicity 1%

INFERENCE

TVC act as strongest medium for awareness generation of new Amul milk ad.

[10] % analysis for new Amul milk TVC on different parameters


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Parameters Bad Av. Good
In getting Mind Share 3% 21% 76%
In conveying message 2% 21% 77%

Appealing 9% 17% 74%


Convincing 9% 39% 52%

INFERENCE

➢ New ad is good in getting mind share, conveying message but comparatively low in
Convincing

[11] % analysis for the type of adds for the new AMUl milk TVC?

Honest 11%
Energetic 45%
Refreshing 43%
Non-credible 1%

INFERENCE
• New commercial is energetic and refreshing but low in honesty
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THIRD PART
SALES PROMOTION STRATEGIES OF AMUL CURD

INTRODUCTION:-
Our world today is characterized by the promotion. Every day when we open the newspaper or see
view on T.V. channels we are bombarded with the advertisements.

Just look at the prized sponsored by several firms at the end of well known television programmed
like Shaktiman on Doordarshan, Airtel desh ki awaj, Dus ka Dum, Indian Idol on Sony, etc.

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Channels it isn’t the prized on the television to attract the customers it may have discount coupons,
gifts and several similar incentives program creatively. Designed by marketer that draws the
customer’s brain in the organization.

Sales promotion is one of the most loosely used terms in marketing but in beverages companies it
use separate. Sales promotion consist short term incentives to encourage purchase and sales or
services.

WHO USING SALES PROMOTION TOOLS:-


SALES PROMOTION tools are used by most organization including manufactures, distributers,
traders, nonprofit instructions, and retailers etc. Today many customers packaged goods company’s
sales promotion accounts for 75% or more of all marketing expenditure, Sales promotion 12%
annually, compared with advertising increase of only 7.7%

Sales Promotion is basically in 3 Forms-

Consumer promotion: - Targeted final buyers.


Trade promotion: - Targeted retailers and wholesalers.
Sales force promotion: - Targeted the numbers of sales force

OBJECTIVE OF SALES PROMOTION:-


Sales Promotion is main tool for increasing sales, so here are following causes for adopting sales
promotion.

1. To stimulate the demand by popularizing product.


2. To face competition effectively.
3. To keep the memory of products in mind of consumers.
4. To supplement the personal selling and advertising.
5. To establish the large market segment.
6. To capture more market share from competitor.
7. To maintain the market.
8. To attract distributors towards our brands.
9. To attract more consumers by giving them free gifts on products.
10. To include middle man wholesaler and retailers to purchase goods in large quantity
by offering them more facilities on higher trade more cash discount, bonus etc.
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11. To arrest seasonal decline in sales.
12. To assist sales man in increasing sales, achieving sales target and salesman’s
activities for problem sales.
13. To help of products this introduced in market recently.
14. To introduce such sales promotion methods as to adopt aggressive selling and their
by increase sales.
15. To stimulate market research.

METHODS OF SALES PROMOTION:-


Various types of sales promotion methods are being used in the organization in AMUL these
following methods are using in sales promotion technique.

1. Consumer sales promotion methods.


2. Traders, wholesalers, retailer’s sales promotion methods.
3. Sales force promotion methods.

1. Consumer sales promotion methods - Consumer sales promotion methods


are those which are directed at consumers to induce them to buy the company’s
product, that are some consumer sales promotion devices.
➢ Free trials
➢ Samples
➢ Premium
➢ Bonus stamps
➢ Cash refund offer

1. Trade sales promotion method - Trade sales promotion is an incentive given


to middle man to buy. Good in large quaint from the producer or manufacturer. The
main sales promotion methods are such as:
➢ Discount
➢ Display and advertising allowance
➢ Buy-back allowances
➢ Store demonstration
➢ Free goods
➢ Free tours etc.

1. Sales Promotion method – Sales promotion method is those methods which


intended to motivate the sales force to increase sales. These methods support a sales
man to perform his job more effectively and sincerely.
➢ Bonus to sales force
➢ Sales force contests
➢ Sales meeting convention and conferences.

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PROMOTION STRATEGIES:-
A promotion strategy is an important element of market strategy. A key ingredient in marketing
campaigns consists of a diverse collection of incentives tools, mostly short term, designed to
stimulate quicker or greater purchase of particular products or services by consumers or trade.

SALES PROMOTION VARIABLES:-


➢ Discount for retailers.
➢ Scheme for retailers.

Objective of the work study:-


➢ To get the retailer’s wants in terms of product selling.
➢ To know effectiveness of the marketing strategy and sales promotions in market.
➢ Ensuring the visibility of the product.
➢ Ensuring the availability of products in outlets.
➢ Analyzing the effect of scheme.
➢ Analyzing the effect of discounts.
➢ Evaluating the competitor’s strength and weakness in rural market.
➢ Retailer’s expectation from company.

WORKING METHODOLOGY:-
Route Visit:-
We visited the routs with the distributer’s vehicle where the distributer supplies the products.
I observed the display norms for outlets in all route and each type of outlet.
Every day I went to the corresponding route and observed all techniques of selling product to
retailers by AMUL salesman and also try to know the mentality of the consumers and retailers.
I visited following route with the salesman.
➢ C-Scheme
➢ Civil Lines
➢ Ram Nagar Sodala
➢ Shyam Nagar

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With this work I interviewd the retailers, in that I asked about the scheme that the company is giving
on the Curd. I also satisfied them that their profit would not be distributed by the distributer &
would get full margin in selling every pouch of AMUL CURD.
Also promoted the Amul curd by distributing stickers & pamphlates to every retailer.
At last I took the consumer and retailer’s feedback.

5.Findings, Conclusion & Suggestion

FINDINGS

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➢ During the survey it was found that still there are less no. of people who does not seen the
new AMUL MILK TVC Ads.

➢ Lack of Awareness in consumers. Many people do not know about Amul MILK specially
children and teenagers.

➢ As I found that the main product of Amul is Milk and company firstly wants to capture
maximum market share in milk market which is approx. 66%, after it Amul is concentrating
upon butter & cheese which has market share of approx. 88%

➢ When I interviewed people then many of the people cannot recall the new Amul MILK
TVC advertisement. It shows advertisement is not timely given or advertisement is not
given on right time.

➢ Not using any brand ambassador in advertisement which attracts all age group people like
Mother Dairy.

➢ SARAS is the main competitor and strategically better performer then Amul.

➢ I find the main thing is that “Amul” brand name has very good image in consumer’s mind
and they consider it as Pure & Good Product.

➢ People who have tasted Amul MILK are not ready to purchase the same again.

CONCLUSION
As we know that Amul is very big organization and market leader in dairy products. It
has maximum market share in Butter and Cheese, Ice-Cream which are its main/core products. As
we know Amul is a co-operative organization but milk industry is a profitable industry we can’t
ignore it. With the help of research, company can find out its weak points in milk segment and can
increase its market share through rectify mistakes. People have believed in Amul’s product and
they will accept its milk also if effective actions are taken.
This project was a greater importance to me ,I have learnt a lot in this project . This project shows
me the way to work in the market .How to communicate with different type of people .How to
convince one for better
job .

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Learnt how to sell ,how things work in Fast moving Consumer goods .having perishable nature of
these product one need a excellent distribution network and carefully select market because these
product if transferred to far area then cost attached to the product will make it un competitive .
Milk marketing is full game of Branding .if branding of a product is done then the following things
has to be taken into consideration like availability of product ,continuous change in the product as
required by consumers and third is price of the product according to satisfaction level of the people
and last but not the least is the visibility of product and a promotional strategy to hit, people’s mind.
Ultimately I must say that I am privileged to work in the company like Amul and get such a real
time exposure of FMCG company .

Quality is the dominating aspect which influences consumer to purchase Amul product, but
prompt availability of other milk brands and aggressive promotional activities by others
influences the consumer towards them and also leads to increase sales.

In comparison to Amul Milk, the other players such as Saras, Lotus, Gorus and Others provide a
better availability and give competition to the hilt.

SUGGESTIONS

In order to maintain and increase the sales in the city of Jaipur, the following recommendations
regarding Amul MILK; particularly regarding advertisement, distribution, promotional policies,
etc, are hereby suggested.

➢ First and foremost Amul should take proper action in order to improve service, because
although being on a top slot in Dairy products supplies it does not get the sales in Milk,
which it should get. Control over the order generation and order placement should be made
strict, this only factor can improve the milk sale 10% to 20%.Right now this is very manual

65
and based on estimation which cause sometimes oversupply sometimes short of supply, and
retailers get unsatisfied by the service of the company.

➢ Company should use brand ambassador which attracts each age segment i.e. Saniya Mirza,
Shaktimaan, Amitabh Bacchan, Superman, Krrish, Jadoo etc.

➢ Amul should give local advertisements apart from the advertisements given at the national
level. Local advertisement must mention the exclusive Amul shops of the city.

➢ Try and change the perception of the people through word of mouth about Amul in
advertisements, because they are the best source to reach Children and families.

➢ Though Amul Milk advertisements are rarely shown on television yet many people could
recall it as per the data of research. It shows that there is only need to give advertisement
only to rememorize customers. Because Amul is very strong brand name.

➢ Advertisement can be done with the help of animations that attracts children and teenagers
because milk is consumed largely in this segment.

➢ Amul milk new TVC must have shown milk benefits on health directly and there should
have be a comparison with local milk in terms of quality & benefit.

6.BIBLIOGRAPHY

➢ Philip Kotler for marketing management

➢ www.amul.com
➢ www.amuldairy.com
➢ www.google.com
➢ www.dairy.com
➢ www.indiandairy.com

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APPENDIX

Project-First Part
Format for milk information

Date- GCMMF (AMUL)


Area-
Distributor-
Retail Milk
S.N outlet Contact sellingY/ Milk
o name Address No. N Brand Sale (Carrat) Remark
1
67
2
3
4
5
6
7
8
9
10
11
11
12
13
14
15
16
17
18
19
20
21
Project – Second Part
QUESTIONNAIRE

The mind share for different milk brands among the


[1] respondents are:
Lotu
Saras Amul s Gorus Others
Top of Mind
Second
Third

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[2] Awareness about Amul Milk Brand-
Yes
No

Medium of Awareness for Amul Milk


[3] Brand?
Print Wall Word of
Media painting TVC Hoarding Mouth

The awareness of Amul milk ads among the respondents aware of


[4] amul milk are?
Amul Dudh pita hai india
DUDE WHR IS THE DUDH

[5] The new TVC is considered as


Honest Energetic Refreshing

Top of mind brands for different


[6] Occupation
Studen Housewif servic Busines
Brands t e e s
SARAS
AMUL
LOTU
S
GORU
S

TOP OF MIND BRAND FOR DIFFERENT AGE


[8] Awareness
[7] GROUPS of Amul milk v/s top of
mind brand? <15
Brands 15-24 25-40 >40
SARAS
SARAS
AMUL
AMUL
LOTUS
LOTUS
Gorus
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Gorus

% of medium of awareness for the respondents aware of new Amul milk


[9] advertisement?
TV
Print Media
Word of Mouth publicity

[10] % analysis for new Amul milk TVC on different parameters

Parameters Bad Av. Good


In getting Mind Share
In conveying message
Appealing
Convincing

% analysis for the type of adds for the new AMUl milk
[11] TVC?

Honest
Energetic
Refreshing
Non-credible

[13] Which Milk do you like most?


AMUL ____________
SARAS ____________
GORUS ____________
LOTUS ____________
OTHERS ____________

[14] Give the feedback of new Amul Milk TVC Ads. (after showing the print ad)
______________________________________________
______________________________________________
______________________________________________
______________________________________________

NAME: ___________

AGE: ___________

70
10-15 15-25 25-35 35-45 45 and above

Amul milk TVC advertisement in print media-

THANK YOU
_________________
______________
____________

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