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Project Report

“Study on Market Segmentation, Promotion &

Placement of Amul Products
in Pune Market for Amul India.”

Submitted By
(MBA BATCH 2009-10)
In Partial Fulfillment for the Award of
Degree of Masters in Marketing

Pune University
Institue of Business Management &
Year 2007-08

It has been great pleasure for me to work as a summer trainee in an esteemed

organization like Amul India , which made me aware of the culture followed
in the organization and gave me a great exposure.

The project work has been made possible through direct and indirect co-
operation of various persons for whom I wish to express my appreciation
and gratitude.

I shall remain grateful to Ms………. for her incisive support and objective
guidance during the project. I am also grateful for the kind co-operation and
guidance provide by our Director Prof.Mr……. and Project Guide
Prof……, without which the project could not be completed successfully.

Once again I express my gratitude to Amul India, Pune for their kind co-

Last but not the least I thank my parents and friends who gave me moral
support throughout.

Thanks to you all.

(Vinit A. Gade)

(IBMR,Pune )











This project was carried out for the study of placement of Amiul Chocolates
and Shrikhand at Pune. This project has given us excellent chance to work
intimately with the organization and it is a wonderful and overwhelming
experience working with Amul, Pune.

The project is titled “Study on market Segmentation, Promotion

Placement of Amul Chocolate and Shrikhand in Pune Market and
Wholesalers and Retailers feedback for Amul India.” The basic objective
was to have in-depth study of the main competitors of Amul India and their
distribution network across Pune region.

The research methodology adopted for the accomplishment of the

objectives was interviewing the wholesalers and retailers, using a detailed
questionnnare as an instrument. The data was collected by primary and
secondary sources. Primary source of data was collectedbthrough well
structured questionnaire which was supported by personal interview that
included both open ended and close ended questions. Other information was
collected through websites & company files which acted as a secondary
source of data. The survey was conducted in Pune region by choosing
wholesalers & retailers as a sampling unitwith a sample size of 100 retailes
& wholesalers.

The survey regarding market share shows that Amul India, leads the
market in Shrikand with competitors like Chitale, Gagangiri and Warna.
But, for the chocolate market it lags behind leaders like Cadbury, Nestle etc.
It shows that the retail margin is quite high for these products but the
distribution network has to built in more efficiently.

The company must undertake various promotional strategies to boost

up their distribution network and at the same time must advertise their
products through various channels like newspapers, hoardings, manuals,
brochures etc;.
This is the brief summary of the project presented.


 Company Profile
 Marketing Strategy
 Channel of
 Product Profile
This project includes the study of of Amul Chocolate and Shrikhand and
feedback from wholesaler, retailer and customer.
This project includes personal interview of wholesaler and retailers who sale
chocolate and Shrikhand in Pune District. Retailer’s and customer feedback
is an important aspect in this project.

Personal interview was based on questionnaire. All the question in the

questionnaire are related to Project objective. I have achieved the project
objective through questionnaire and their interpretation and analysis.
Questionnaire includes both open ended and close ended question.

Project is related to marketing research methodology is included in project.

Tabels and graph shown data interpretation and analysis.


The objective is this project is to evaluate the the pattern of “Placement of
Amul Chocolate and Shrikhand”. This topic has been selected by me to
know the whole process involved in the distribution and placement in that
particular area at Pune.
This also involved meeting with different retail outlets
individuals. t\This has given me exposure in the real market and to analysed
the real market situation. Another reason is to find out the opportunities that
exist in this segement. To accomplish this objectives as whole it involves
meeting with different wholesalers, retailers and customers and collecting
feedback from them.
AMUL means "priceless" in Sanskrit. The brand name "Amul," from the
Sanskrit "Amoolya," was suggested by a quality control expert in Anand.
Variants, all meaning "priceless", are found in several Indian languages.
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. (Turnover: Rs.
37.74 billion in 2005-06). Today Amul is a symbol of many things. Of high-
quality products sold at reasonable prices & a vast co-operative network..

GCMMF: An 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.

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 litres per day
Milk collection (Total - 2006- 2.38 billion litres
Milk collection (Daily Average 6.5 million litres
Milk Drying Capacity: 594 Mts. per day
Cattlefeed manufacturing 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

List of Products Marketed:


• Amul Butter
• Amul Lite Low Fat Breadspread
• Amul Cooking Butter
Cheese Range:

• Amul Pasteurized Processed Cheddar Cheese

• Amul Processed Cheese Spread
• Amul Pizza (Mozarella) Cheese
• Amul Shredded Pizza Cheese
• Amul Emmental Cheese
• Amul Gouda Cheese
• Amul Malai Paneer (cottage cheese)
• Utterly Delicious Pizza

Mithaee Range (Ethnic sweets):

• Amul Shrikhand (Mango, Saffron, Almond Pistachio, Cardamom)

• Amul Amrakhand
• Amul Mithaee Gulabjamuns
• Amul Mithaee Gulabjamun Mix
• Amul Mithaee Kulfi Mix
• Avsar Ladoos

UHT Milk Range:

• Amul Shakti 3% fat Milk

• Amul Taaza 1.5% fat Milk
• Amul Gold 4.5% fat Milk
• Amul Lite Slim-n-Trim Milk 0% fat milk
• Amul Shakti Toned Milk
• Amul Fresh Cream
• Amul Snowcap Softy Mix

Pure Ghee:

• Amul Pure Ghee

• Sagar Pure Ghee
• Amul Cow Ghee

Infant Milk Range:

• Amul Infant Milk Formula 1 (0-6 months)

• Amul Infant Milk Formula 2 ( 6 months above)
• Amulspray Infant Milk Food

Milk Powders:

• Amul Full Cream Milk Powder

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

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
• Assorted Treat (Chocobar, Dollies, Frostik, Ice Candies, Tricone,
Chococrunch, Megabite, Cassatta)
• Utterly Delicious (Vanila, Strawberry, Chocolate, Chocochips, Cake

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 Cafe

Health Beverage:

• Amul Shakti White Milk Food

In corporate planning, strategy is the grand design or a dynamic action
oriented formal general plan to accomplish components mission, basic
objectives, as well as functional objectives. It involves the choice of a
general type of plan. the details of the program are developed in the action,
plans at large stage. strategies provide preferred means to accomplkish the
desired ends.

Marketing Strategy
Marketing Strategy is the total and unbeatable instrumental or a plan
shaped and desired specifically for attaining the marketing objectives of a
firm. a marketing mission and objectives tell us where we want to go and
marketing strategy provides the grand design for reaching out there.

Market is ana atmosphere, a region , or a supra-system in which the
forces of demand and supply operate directly and indirectly to bring about
the title of goods and services. Market is an arrangement tat provides
oppurtionities of goods and exchange.
According to Prof.H.E.Michelle “Marketing is getting of buyers and
sellers in persons, by mails, by telephones, telegraphs or other means of
It is the phase of the business activity throughout which humans wants are
satisfied by exchange of goods and services.
Prof.Harry L.Hanson define “ Marketing” as process of discovering an
translating consumer needs and wants into products , services specifications
creating demands for these products and services and then, in term,
expanding these demand.
Philip Kotler says “marketing id=s the analysis, planning, implementation
and control of programs designed to bring desired exchanges with target
audience for the purpose of personal and mutual gain. It relies heavily on the
adaption and coordination of product, price, place and promotion for
achieving response.”

Strategic Planning
According to Philip Kotler “Strategic Planning” stands for the process of
developing and maintaining, a strategic fit between the organization goals
and capabilities market oppurtinuties.
1.Positioning the product into the minds of customers.
A good position is :
1.What makes you unique? “Strategic Plannning” is the process of
examining a company’s market opportunities, allocating resources to
capitalize on those opportunities and predicting market and financial
performance that are likely to occur.

2.This consideration abenefit by your target. both of these conditions are

necessary for a good positioning. Does your target consider this is a good
Positioning is important because you are competing with all the noises out
there for your potential fans attention. If you stand out with a uniquebenefit,
you have a chance getting their attention. It is important to understand your
product from customer point.

In the field of marketing, channel of distribution indicates routes or
pathways through which goods and services flow, or move from product
from producer to the consumer. We can define formally the distreibution
channel as a set of independent activities involved in the movement or the
flow of goods and services from primary producer to the ultimate consumer.

Channel Function
A marketing channel performs the work of moving goods from producer to ,
place and position gaps that separate goods and services from those the
consumer. It overcomes the time, place and position gaps that separate
goods and services from those who wants them. member of marketing
channel perform a key functions-
 They gather information about potential and current customer,
competitors and other factors and forces in the marketing
 They develop and disseminate percussive communication to stimulate
 They place order with manufacturer.
 they assume risks connected with carrying out channel work.

Channel Levels
 A zero level channel (also called as a direct marketing channel)
consists of manufacturers’s selling directly to the final customer.
 A one level channel contains one selling intermediary, such as retailer.
 A two level channel contains two level intermediaries. In consumer
markets, these are typically wholesaler and a retailer.
 A third level channel contains three intermediaries.

Consumer Marketing Channels

0 Level 1st Level 2nd Level 3rd Level

Manufacturer Manufacturer Manufacturer Manufacturer


Wholesaler Jobber

Retailer Retailer Retailer

Consumer Consumer Consumer Consumer

Marketing Channel of Amul India’s Shrikhand & Ice-Cream Market :

Amul India comes under two level marketing channels, contains two

2nd Level




End Consumer
Amul India has a variety of milk products, starting from milk to sweet
chilled Ice-creams and chocolates.

Today, Amul is a symbol of many things- of 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 of a proven model for dairy development. Their products

• Pasteurized Butter
• Processed Cheese
• Pure Ghee
• Shrikhand
• Nutramul
• Amul's Mithaee Gulab Jamuns

GCMMF is India's largest exporter of Dairy Products. It has been

accorded a "Trading House" status. GCMMF has received the APEDA
Award from Government of India for Excellence in Dairy Product Exports
for the last 9 years.

The major export products are:

Consumer Packs

• Amul Pure Ghee

• Amul Butter
• Amul Shrikhand
• Amul Mithaee Gulabjamun
• Nutramul Brown Beverage
• Amulspray Infant Milk Food
• Amul Cheese
• Amul Malai Paneer
• Amul UHT Milk (Long Life)
• Amul Fresh Cream


Shrikand is a traditional sweet. It is the only pasteurized Shrikhand available

with smooth texture and extended shelf life. Made from most modern dairy

Amul Prolife Probiotic Wellness Ice Cream-India’s First Probiotic Ice

AMUL is all set to storm the Ice cream market with a new range of
probiotic ice cream aimed at the total health conscious.

Proboitic means “ for life”. Probitics are defined as “live beneficial

culture administered in adequate amounts which confer a beneficial health
effect on the host”. Amul probiotic wellness ice cream have been made to
confer the health benefit of these probiotics.

Amul Probiotic wellness ice cream :

• Improves immunity
• Improves digestion
• Prevent gut infection

Manages traveler’s diarrhea

Available in so many flavours packed in international packings:

Amul Probiotic wellness ice cream is available in :

125ml/500ml+500ml free and 1.25 litrs in 5 flavours : Vanilla with
chocolate sauce/Starwberry/chocolate/shahi Anjir and fresh litchi price
ranging from Rs.15(125ml) to 110(1.25litrs).
Amul Prolife Sugar Free Probiotic Wellness frozen dessert
India’s First low fat low calorie Delight

Several generations of Indian consumers have grown up eating ice

creams, which traditionally is a combination of full cream milk, lot of sugar
and nuts.. Now with the changing trends, life style and climatic conditions
people are becoming more and more health conscious. Keeping in mind the
need of these calorie conscious people, Amul is introducing first time in
India-Amul prolife sugar free probiotic wellness frozen dessert.

Amul Prolife sugar free Probiotic wellness dessert : LOW FAT LOW
Amul Prolife sugar free Probiotic wellness dessert has been made by
reduced fat content and sugar replaced with combination of low calorie
sweetner(Fructo-oligo saccharide and sucralose).These sweetners has very
low glycemic index because they sparingly gets digested by digestive
enzymes in stomach and small intestine. Amul Prolife sugar free wellness
frozen desserts has also been added with probiotic cultures which imparts a
gastrointestinal well being and health benefiting factor.

Low Fat : Amul Prolife Sugar Free delight is containing 50% less fat than
the normal ice cream.


 Has low fat and calorie content: hence reduces obesity

 Contains no added sugar
 Improves immunity and digestion
 Prevent gut infection and manages traveler’s diarrhea

Available in so many flavours packed in international packings:

Amul Prolife Sugar free wellness delight is available in :
125ml/500ml+500ml free and 1.25 litrs in 5 flavours : Vanilla with
chocolate sauce/Starwberry/chocolate/shahi Anjir and fresh litchi price
ranging from Rs.18(125ml) to 120(1.25litrs).

Amul Chocos

Amul has launched pure milk chocolate bars, the Badam bar chocolates
which are completely made of Badam and the Fruit & Nut chocolate bars.

Fruit & Nut Chocolates

Best Impression

“First Impression is the Best Impression” – this Fruit & Nut Bar is packaged
in a pleasant dark ink blue color (a trademark color for all bar chocolates?)
on the upper half and a nice-looking yellow color at the bottom shining
wrapper with colorful prints of nuts and dry fruits which makes its
appearance very special and catchy !


As the name suggests, the chocolate is rich in dry fruits and crusty nuts
which makes eating this crispy and crunchy choco bar a very delightful


Rich in chocolate cream, jus’ running your already mouth-watering tongue

on this yummy chocolate flavor itself is exceptionally enjoyable ! The
chocolate bar is entirely made of chocolate flavor without wafers, but the
nuts and fruits make it very crunchy and youthful !


This Completely Choco Bar is made up of sugar, cocoa butter, milk solids,
chocolate mass, cocoa mass and permitted preservatives and has been
carefully manufactured meeting all the requirements under the PFA for
Boiled sugar confectionary.

Amul India (Gujarat Co-operative Milk Marketing Federation Ltd.)

We are pleased to introduce our organization Gujarat Co-operative Milk

Marketing Federation Ltd(GCMMF) as India's largest food products
marketing organisation with annual sales turnover of Rs.2881 crores(US $
650 million). We manufacture and market a wide range of dairy products in
India and abroad under the brand names of Amul and Sagar. GCMMF has
19 affiliated dairy plants with a total milk handling capacity of 6.7 million
litres per day. The total milk drying capacity is 510 MT per day. GCMMF is
also the largest exporter of dairy products from India.

We manufacture and market a wide range of dairy products in India and

abroad under the brand names of Amul and Sagar. The product categories
are Infant Milk Food, Skimmed Milk Powder, Full Cream Milk Powder,
Dairy Whitener, Table Butter, Cheddar Cheese, Mozzarella Cheese,
Emmental Cheese, Cheese Spreads, Gouda cheese, Ghee, Sweetened
Condensed Milk, Chocolates, Malted Milk Food, Blended Breadspreads,
Fresh milk, UHT(Long life) Milk, Ice-ream and ethnic Indian sweets. Each
of our products is a market leader in India.

GCMMF is the largest exporter of dairy products from India. We export our
products in consumer packs and bulk to USA, Singapore, UAE, Australia,
Bahrain, Qatar, Oman, Kuwait, Bangladesh, Madagascar, Yemen, Sri Lanka
etc. On a regular basis. We have won 9 awards consecutively from APEDA,
Govt of India.
Basic Information
Company Name: Amul India (Gujarat Co-operative Milk
Marketing Federation Ltd.)

Business Type: Manufacturer

Product/Service: Infant Milk Food,Skimmed Milk

Milk,Chocolates,malted milk
food,Breadspreads,fresh milk,UHT milk,Ice-

Company Address: Amul Dairy Road, Anand, Gujarat, India

No. of Total Employees: 501 - 1000 People

Ownership & Capital

Year Established: 1973

Legal Representative/Business B M Vyas


Trade & Market

Main Markets: North America, South America, Western
Europe, Eastern Europe, Eastern Asia,
Southeast Asia, Mid East, Africa, Oceania,

Total Annual Sales Volume: Above US$100 Million

Factory Information
No. of R&D Staff: Above 100 People

Contract Manufacturing: OEM Service Offered

Amul "Utterly Delicious" Parlours

Amul has recently entered into direct retailing through "Amul Utterly
Delicious" parlours created in major cities 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. We
have created Amul Parlours at some prominent locations in the country,
which are run by the company or its wholesale dealers:

1. Delhi Metro Rail Corporation

2. The Somnath Temple
3. National Institute of Design
4. Infosys Technologies in Bangalore, Mysore & Pune
5. Wipro campus in Bangalore
6. Ahmedabad Municipal Corporation
7. Surat Municipal Corporation
8. Delhi Police
9. Gujarat State Raod Transport Corporation

"Amul Utterly Delicious" parlours 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).

We welcome you to meet the Top Retailers for Amul. Currently online are
Chennai and Calcutta. We will keep adding the different locations across the
country as the information comes in.

• Chennai
• Kolkata
• Nasik
• Jalgaon
• Aurangabad
• Delhi
• Raipur
• Jodhpur
• Udaipur
• Pune
• Siliguri / Durg
• Kota


S. NO. Companies
1. Hindustan Unilever Ltd.
ITC (Indian Tobacco
3. Nestlé India
5. Dabur India
6. Asian Paints (India)
7. Cadbury India
8 Britannia Industries
Procter & Gamble Hygiene
and Health Care
10. Marico Industries
Product Profile
Amul is the largest co-operative movement in India with 2.2 million milk
producers organised in 10,552 co-operative societies in 2003-2004. The
country's largest food company, Amul, is the market leader in butter, whole
milk, cheese, ice cream, dairy whitener, condensed milk, saturated fats and
long life milk. Amul follows a unique business model, which aims at
providing 'value for money' products to its consumers, while protecting the
interests of the milk-producing farmers who are its suppliers as well as its
owners. Despite being a farmers' co-operative, Amul has given
multinationals a run for their money. In butter, cheese and saturated fats,
Amul has remained the undisputed market leader since its inception in 1955,
by offering quality products at competitive prices. In other categories, Amul
has nullified its late mover disadvantage through aggressive pricing, better
quality, innovative promotion, and superior distribution.

Amul's Business Model

Amul followed a unique business model, which aimed at providing 'value

for money' products to its consumers, while protecting the interests of the
milk-producing farmers who were its suppliers as well as its owners. As
milk was a perishable item, the farmer suffered a loss if it was not sold
before the end of the day.

Amul bought all the milk offered by the milk producer, made timely
payment, and shared with the producers the profit generated from marketing
the milk and milk products under the Amul brand name. This arrangement
offered an incentive to the milk producers to increase production and use
modern dairy techniques to enhance productivity, while lowering costs.
GCMMF decided to sell all its products under the Amul brand name. This
enabled GCMMF to spend just 1% of its turnover on advertising campaign
as against 6-7% that would be spent on promoting multiple brands. A few
products like ghee, milk and baby foods were also sold under the 'Sagar'
brand name for the local market and were not advertised nationally. Amul
was the market leader in butter, ghee, cheese, and dairy whitener right from
the start. Amul remained focused on three basic business principles: be
customer driven; adapt quickly to the changing environment; anticipate
change and act today to meet tomorrow's challenges. While entering new
product categories, Amul's game plan was to attack existing players through
aggressive pricing, better quality, and superior distribution.

Amul retained a competitive edge in the market by offering quality products

at competitive prices. Right from the early years, Amul focused on building
a strong distribution network. Amul also followed a strategy of forging
alliances with other co-operatives across the country to help it in the critical
functions of procurement and manufacturing. Apart from keeping capital
costs low, these alliances proved critical in the case of low-shelf life
products like milk and curd. The ability to outsource products from other co-
operatives helped GCMMF keep its wage cost low. Its wage costs in 2000-
01 were 0.8% of sales, as compared to 5% in case of Hindustan Lever
Limited (HLL). .......


Bread Spreads
Amul Butter Amul Lite
Utterly Butterly Low fat, low
Delicious Cholesterol Bread

Delicious Table
The Delicious way to
eat healthy

Milk Drinks
Amul Kool Amul Kool Cafe

Kool Koko Nutramul Energy

A delight to Chocolate Drink
Lovers. Delicious A drink for Kids -
Chocolate taste provides energy to suit
the needs of growing
Amul Kool Amul Kool
Chocolate Milk Flavoured Bottled

Amul Kool Amul Masti Spiced

Flavoured Tetra Buttermilk
Pack Amul introduces the
Best Thirst Quenching

Powder Milk
Amul Spray Infant Amul Instant Full
Milk Food Cream Milk
Still, Mother's Milk is Powder
Best for your baby A dairy in your home

Sagar Skimmed Sagar Tea Coffee

Milk Powder Whitener
Which is especially
useful for diet
preparations or for use
by people on low
calorie and high protein

Amulya Dairy
The Richest, Purest
Dairy Whitener

Fresh Milk
Amul Fresh Milk Amul Gold Milk
This is the most
hygienic milk available
in the market.
Pasteurised in state-of-
the-art processing
plants and pouch-
packed for

Amul Taaza Amul Lite Slim and

Double Toned Milk Trim Milk

Amul Fresh Cream Amul Shakti Toned


Amul Pasteurised Amul Cheese
Processed Cheese Spreads
100% Vegetarian Tasty Cheese Spreads
Cheese made from in 3 great flavours..
microbial rennet

Amul Emmental Amul Pizza

Cheese Mozzarella Cheese
The Great Swiss Pizza cheese...makes
Cheese from Amul, has great tasting pizzas!
a sweet-dry flavour and
hazelnut aroma

Gouda Cheese

For Cooking
Amul / Sagar Pure Cooking Butter
Made from fresh
cream. Has typical rich
aroma and granular
texture. An ethnic
product made by
diaries with decades of

Amul Malai Paneer Utterly Delicious

Ready to cook paneer Pizza
to make your favourite

Mithai Mate Masti Dahi

Sweetened Condensed
Milk - Free flowing
and smooth texture.
White to creamy color
with a pleasant taste.

Amul Ice Creams Amul Shrikhand
Premium Ice Cream A delicious treat,
made in various anytime.
varieties and flavours
with dry fruits and nuts.

Amul Mithaee Gulab Jamun Mix

Gulab Jamuns
Pure Khoya Gulab
Jamums...best served
piping hot.

Amul Chocolates Amul Lassee

The perfect gift for
someone you love.

Amul Basundi

Health Drink
Nutramul Amul Shakti
Malted Milk Food Health Food
made from malt Drink
extract has the Available in Kesar-
highest protein Almond and
content among all Chocolate flavours.
the brown beverage
powders sold in

Scope of the work

The project will extend its periphery in proving information about present
practices capabilities, vulnerabities, and future directions of Amul’s. It also
helps in understanding the market of Pune city.

Understanding domestic marketing and product strategies along with the

study of capabilities of competitors and prices quoted by them.
Quality , service, and pricing factor of products are also an important part of
the study.

Objective of the Project

 To study the market share ofAmul in Pune region.
 To study the competitor market offerings.
 To make a compartive study of Amul products with the other’s.
 To study the service provided to the retailers of different brands.
 To study the penetration of Amul products viz. Shrikhand and
chocolate in Pune region.

Research Methodology
Research, particularly in social science contains endless word spinning and
too many quotations; end result though may be far from expectations. In
context of planning and development it is to be noted that it significant lies
in quality than quantity.

Therefore, eventually proper attentation has to be paid to designing and

adhering to appropriate methodology throughout so as to improve the quality
of the research.

Research type:
This type of result is Descriptive research .Descriptive Research
includes surveys and fact finding enquiries of different kinds. The major
purpose of Descriptive Research is description of the state of affairs, as it
exists at present.

Research Design:
The survey was conducted for the Amul products where a
questionnaire was filled from the retailers, wholesaler and consumers. The
population and the samples were evenly divided in such a manner so as to
extract the best possible results within the given limitation.

Sampling Design:
The survey was conducted within a selected part of Pune region by
dividing the sample evenly. The whole of Pune region was divided based on
the number of wholesalers and retailers.

Sampling Unit: Retail outlets.

Sample Size: 950 retail outlets.

Areas Covered: NDA, Uttamnagar, Manikbaug, Suncity, Wadgoan, Pimpri

Nighidi, Vallabhnagar, Ajemera, Pradhikiran, Paudroad, Warje 1 & 2,
Karvenagar, Kothrud.

Method of Data collection:

There are several method of data collection available but,one of the
most common method is-questioannare method,same was found appropriate
for this research , for the reason that
Questionnaire are one of the most commonly used methods.
• It is cost-effective.
• It is time-effective.

The questionnaire was designed by us and also with the help of panel
members of Amul.

Determination of sources of Data collection:

A list of retailers were generated area wise and later on contacted

Sampling procedures:
 The procedure employed for conducting the survey is on random
 The database was referred for carrying out the survey. First the areas
to be covered were decided and then the respondents were contacted
 As the respondents filled the sheets, his/her view relating to his
expectation was also noted. This was done with the aim to gather the
information, which would provide related and relevant insights as to
what did the customer expect.

Tools for the Data Collection:

For the collection of primary data one to one interview method with
the help of well structured questionnaire with both open and closed ended
questions were used.The survey of all retailers was conducted and their
responses were taken down carefully with the help questionnaire.

Tools for Data Analysis:

For the purpose of analyzing the data statistical tools such as weighted
average method and percentage analysis were used.For better understanding
the raw data tools like bar graphs and pie charts were used.

 The sample size: The biggest limitation of the research is the wide
area of Pune region. Only 30% of the entire area was considered for
the research.
 The survey was done in Pune city; hence if generalizations are to be
maid for other cities, some deviations might occur.

Identify the Problem

“To study the market segmentation, promotion & placement of amul
chocolate & shrikhand in pune market”

Designing of Research Procedure

Procedure employed for survey is on random basis.
Areas to be covered were desided and the respondents were
contacted directly.
Expectations and views were noted as the respondents fillend in their
response sheets.
Defining Methods of Data Collection

Primary Data Secondary Data

Questionnaire Prepared Collection of Data from websites,

manuals and company records

Surveyed 950 retail outlets

in Pune city

Analyzing and tabulating the Data

1. For analyzing of Data, statistical tools such as weighted average
method and percentage analysis were used
2. Also, Data was tabulated with the help of Bar charts and Pie diagrams.

Interpretation of Data

1.Amul India has a market share of around 5% in
Chocolate industry for which the competitors
includes leaders like Cadburys & Nestle.
2.For Shrikhand market, Amul has a market share
of 30% which includes tough competition with
chitle, warna & Gagangiri.
3.The distribution Network of Amul India has to
be more efficient as compared top others.
4.The Trade margin for Amul products is quite

1.Should increase the awareness of Amul products

through advertising in various media.
2.The Retail margin for thede products should be
increased so that that more number of retailers will
have Amul products.


The data is obtained by administering the questionnaire to the selected

samples and the results are calculated on the basis of the data thus collected.
The da`ta is supported by graphs and charts for easy understanding.




18% AMUL


Competitors Market Share(%)
Cadbury 48
Nestle 18
Amul 16
Others 18

From the fig.1, we can see that, Amul faces a tough competiton eith the
leaders from chocolate industry like Cadbury & Nestle. Cadbury leads the
market of Chocolates with a market share of 48% and Amul with a share of
Market Share of Shrikhand in Pune Region
mere 16%.


Warna Gagangiri
20% 10%
Chitale 30%

Amul Chitale Warna Gagangiri

Competitors Market Share(%)
Amul 30
Chitale 40
Warna 20
Gagangiri 10

From the fig.2, it shows the market share of shrikhnad in Pune region. The
fig. clearly reflects that the share of Amul Shrikhand holds a good position
after Chitale.DEALER'S
The market share FOR
MARGIN is about 30% of Amul,
IN PUNE of Chitale , 20%
of Warna & 10% of Gagangiri.
9% Cadbury, 8%
8% Fig.3
7% Nestle, 5.86%
5% z Amul, 4%
Cadbury Nestle Amul Others
Competitors Dealers’s Margin
Amul 4
Nestle 6
Cadbury 9
Others 10

From the fig.3, it reflects that the dealer margin is quite low for Amul
Chocolates as compared to Nestle & Cadbury with a dealer margin of 6 and
9 points respectively.

0thers, 11
Amul, 9.4
Chitale, IN
8 Fig.4 Chitale

6 Gagangiri


Amul Chitale Gagangiri 0thers
From the Fig.4, it shows the dealer margin for Shrikhand market in Pune

Retailers Margin for Chocolates in Pune region

Others, 17.94 MARGIN FOR

Amul Amul, 11.23Fig.5

Nestle Nestle, 11.2

Cadbury Cadbury, 12

0 2 4 6 8 10 12 14 16 18 20

Cadbury Nestle Amul Others

From the Fig.5, it shows the dealer margin for Chocolates market in Pune

On the analysis of data following were the findings
 In the survey of each outlet I found that availability of Amul
Shrikhand is more than other brand.
 The service provided by Amul to retailer is very good comparing with
other brand.
 The quality of Amul Chocolate and Shrikhand is very good comparing
with other brands.
 Amul Shrikhand sales is more than any other brand.
 At most of the outlets, employees are not satisfied even dealers also.
According to them, Amul only takes action for customer satisfaction,
but for the outlets employee’s satisfaction, Amul tries to avoid it.
 In retail outlets customers focus on quality of products and not on
service given by them.
 Customer trust on brand of product and name of company while
purchasing the product.

Retailers feedback

The survey we carried out among 950 retailers for Amul Chocolates and
Shrikhand was a great success in finding some important feedback. The
survey we carried out was a face to face interview with retailers and

• Many retailers want more margins on Amul’s Chocolate and
• Some said that the price should be in round figures.
• Some said the price should be less.

Product Quality
• Majority of the people said that the quality of Amul Chocolate and
Shrikhand is very good.
They don’t have any problem regarding this.
• Many said that Amul should maintain its quality in coming years.

 Amul India sells quality products like Amul milk, Amul shrikhand,
Amul Chocolates, Amul Ice-cream and Amul butter which are a brand
in itself. So, its widely favoured with the consumers.
 Consumers get good quality, good product, good brand & good
service at their door-step at an affordable price.
 From the survey, it shows that the Shrikand market is favourable for
Amul rather than Chocolate market as it facess stiff competition with
the leaders in chocolate industry like Cadbury & Nestle.
 The dealer margin is quite low as compared to other competitors.
 Also, the distribution network of Amul India is quite efficient.
It is said that the ‘line to perfection never exists’, in a way it suggests
that continuos improvement and development is essential to atleast near to
the ‘Perfection’.
To help a plant grow it must be suitably watered, sunlight snd soil,
which best suit its kind, similarly the organization too, to see that its efforts
get results, must provide with proper attention for the development of the

After analyzing the data collected during the survey, following

improvements can be made in future.
1. Replacement facility should be made available for all the
2. Promotional activities like, Wall paintings, Flex boards should
make available for more product awareness.
3. Efficient distribution must be followed.
4. Promotinal activities should be undertaken.
5. To create awarness for the products, different modes of publicities
should be used such as Neon sign, Hoardings, Danglers.
6. Dealers should offer some attractiuve commissions for generating
regular supply of Amul Chocolates and Shrikhand.
1. The sample size was too small when we take the universe into the
consideration, which is very big.
2. The survey was done in a part of Pune city hence if generalizations
are to be made for whole city, sime deviations might occur.
3. Though the data is collested in a best possible way but still in nom
waythe above figures depict the performance of the company.
4. The sample selected wasdone on random basis and taken from few
selected areas that are supposed to represent the whole population.
Hence some deaviations mught be there when the same is applied to
the whole universe.
5. Retailers did not provide the real data for the study.
6. Retailers are scattered all over Pune city and its very difficult to locate
and contact each of them.
7. The big retailer are not ready to fill up the questionnaire.
8. Feedback may not be very reliable owing to difference in opinion.

WHOLESALER(WD) 1. 2. 3. 4.
WD Name

Which Chocolate sell

1. Milk Chocolate
2.Fruit n Nut
5.Almond bar
7.Sugar free

At what time is the

Demand of
Chocolates more?
3.School open

What kind of trade

Support would increase
The sale?

What else can we

Do to increase the sales?

CONSUMER 1. 2. 3. 4.

Which is your chocolate?

Have you eaten Amul
If yes did you like the
Which flavour do you
Like the most?
1.Milk Chocolate
2.Fruit n Nut
7.Sugar free

Do you gift chocolates?

When would you like
To eat chocolates?
Is chocolate easily
Available in your
Would you like to buy
Amul chocolates?

Which Shrikhand do you

Have you eaten Amul Shrikhand?
Which flavour do you
Like the most?
1.Kesar 2.Badam 3.Pista 3.Elaichi 4.Mango
Is Shrikhand available
In your locality?


RETAILERS 1. 2. 3. 4.
Retailer Name

Do you keep Amul Chocolates?

If yes the, which chocolate sell
1. Milk Chocolate 2.Fruit n Nut 3.Fundoo 4.Bindass 5.Almond bar
6. Chocozoo 7.Sugar free 8.Rejoice

At what time is demand of

chocolates more?
1.Festival 2.Holiday 3.School open

Which age group people buy the

chocolates more?
1. 4-10 yrs 2. 11-20 yrs 3. 20-35yrs 4. Above 35yrs

Do you keep Amul Shrikhand?

What are the retailer margin for?
1. Chocolate
A)Cadbury B)Nestle C)Others
2. Shrikhand
A)Warna B)Chitale C)Gagangiri D)Others
Trade schemes on
A) Chocolates B) Shrikhand
What kind of trade would Increase
the sell?
1. Chocolates 2.Shrikhand

Books referred :
1.Marketing management --------- Philip Kotler,
Millennium Edition(1998)
Prentice Hall Publication, INDF,
New Delhi – 110001

2.Reserch Methodology ----------- C. R Kothari,

Second Edition,
Twenty First Re-print, 1998
Wishwa Prakashan,
New Delhi.

3.Marketing research -------------- David Lucky and Ronald Rubin

Prentice Hall of India Private Ltd;
1997(Ninth Edition)

4. Information supplied by the company.(Company manuals & files)

5. Websites -------------------------- www.amul.com