PROJECT

ON
Market Analysis of Amul masti dahi
Prepared for and presented to
AMUL
Under the guidane of
Organi!ation guide "nstitutional guide
Mr# Ra$ee% Tripathi Mrs#Namita &ri%asta%a
&U'M"TTE( "N PART"AL )UL)"LLMENT )OR T*E A+AR( O)
MA&TER O) 'U&"NE&& A(M"N"&TRAT"ON )ROM ,AUTAM 'U((*A
TEC*N"CAL UN"-ER&"T.#
'.

ATUL /UMAR ROLL NO# 0101234456
"N&T"TUTE O) CO7OPERAT"-E AN( CORPORATE
MANA,EMENT RE&EARC* AN( TRA"N"N,
LUC/NO+

Akno8ledgement
I would like to acknowledge with extreme gratitude, the unfailing wise counsel,
intellectual and moral support extended to me by my esteemed mentor *on9:le
Mr#Ram Jatan .ada% Director, ICCMRT, Lucknow !is indispensable suggestions
ha"e led to the successful culmination of the work and completion in the form of the
present dissertation
#ords ha"e ne"er seemed so inade$uate as now, when I am endea"oring to
express my deepest sense of thankfulness to Mr# A$ay Prakash M%& 'rogramme
Coordinator , without consent encouragement it would ha"e been impossible for me to
accomplish this work It was mainly because of him that the work is presented
coherently and its purpose shines through
I would like to extend my thanks to my internal super"isor (r#Namita
&ri%asta%; &ssistant 'rofessor for all the guidance and support recei"ed during the
course of Research 'ro(ect Report and helped me in bringing out this report in its present
form

I would also like to pay my humble regards and thanks to my entire respected faculties
of ICCMRT and all those who directly or indirectly rendered their help in completing
this research pro(ect report# I also like to present a deep bow of gratitude to my friends
who ha"e been of great help directly and indirectly

(elaration
I &tul )umar, hereby declare that the dissertation report entitled <Market
Analysis of Amul masti dahi = is a genuine profound work done by my under the
auspices of my dissertation guide and other concerned people &ll the information
collected is authentic and to the best of my knowledge
I further declare that this pro(ect work is may original work and no part of this
report has been of published or submitted to any body or uni"ersity for
award of any other degree

(ate> ATUL /UMAR
M'A ?1401702@
Plae> Roll No7 0101234456

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(A"R. "N(U&TR. &CENAR"O>
India is the largest producer of milk producing more than -66 million tons of milk per
annum 9et, her per capita milk consumption is around .16 g per day
India has a population of more than - billion with di"erse food habits, cultures, traditions
and religions Regional "ariations within the country can be mind boggling +n one
hand,
the country has plains with long tradition of milk production and consumption +n the
other hand, there are forest and hilly regions with no tradition of dairying Most of
coastal
belts also do not ha"e much of dairy tradition
Cow is holy for !indus who make up more than 46 per cent of the population of India
%uffalo en(oys no such holy status Cow slaughter is banned in many states of India
There are no restrictions on buffalo culling
&ll this makes India a "ery complex dairy country
Till about year .666, India was not on the radar screen of most international dairy
companies, since India was neither a ma(or importer nor an exporter of dairy products
Through the 36?s, 46?s and 56?s India used to take some milk powder and butter oil as

aid ;xports from India were insignificantly small 8rom .666 onwards, Indian dairy
products, particularly milk powder, casein, whey products and ghee started making their
presence felt in global markets
The decade of .666@-6 will be recorded in dairy history as the decade of exports %ut the
next decade will be different *igns of change are already "isible
+n one hand, India is finding it difficult to sustain exports of dairy products due to low
global prices and high domestic prices +n the other hand, some dairy products and
companies from India ha"e been able to make their mark on international markets
leading to increase in their exports e"en when the o"erall global market sentiment has
turned negati"e
Reintroduction of subsidies by ;uropean 7nion, continuing global economic downturn
and de"aluation of currency of a ma(or dairy exporting country like ,ew Aealand
combined with high domestic prices ha"e made dairy imports into India attracti"e The
day is not far when India will become a net importer of dairy products It is expected that
initially large@scale imports will be of dairy commodities, which will be used by Indian
dairy cooperati"es and companies to make reconstituted milk and other branded dairy
products Imports of branded dairy products may trickle in later

Ta:le 0#0 A Pro$eted gro8th rate of milk prodution and dairy produts
onsumption
Produt Pro$eted ,ro8th Rate
'er cent per annum
Milk production /
<hee consumption 5
Table %utter consumption -6
Paneer Bcottage cheeseC -6
'rocessed cheese -0
Dairy whiteners and condensed milk 4
India?s milk production will continue to grow at about / per cent per annum in spite of
difficulties
India?s milk production will continue to grow at about / per cent per annum in spite of
difficulties due to stagnant li"estock herd siDe and shortage of fodder Due to increasing
population, per capita a"ailability of milk will increase by only about -1 per cent per

annum 8or an economy growing at about 2 per cent per annum, this increase in
a"ailability will be grossly inade$uate
'roduction growing at only / per cent and consumption growing at more than double the
rate is ob"iously going to lead to a mismatch between demand and supply This will
create opportunities for international dairy companies
+n one hand, India is expected to enter the international market with demand for
commodities like skimmed milk powder and butter oil +n the other hand, growing
prosperity and fast growth of organiDed modern retail and western style fast food outlets
will lead to increased consumption of products like cheese and table butter This will
throw up opportunities for branded dairy products to enter this huge market of more than
a billion people !elping international as well as Indian companies understand the dairy
scenario of India from a macro@le"el perspecti"e is the prime ob(ecti"e of this study
8acts and statistics, instead of opinions and impressions, are the key building blocks of
this report During the study, we ha"e tried, as far as possible, to rely on official data
from some department E ministry E agency E directorate of go"ernment of India This
poses a problem since go"ernment agencies of India are slow in releasing data 8or
example, Director <eneral of Commercial Intelligence > *tatistics, )olkata Bresponsible
for compiling data on India?s imports and exportsC had till the - &ugust .665 released
monthly export data in respect of only December .664 Department of &nimal

!usbandry?s latest data is gi"en in their !andbook released in December .662, which
gi"es data only for financial year ended on March .662
Inade$uacy of official data is a perennial problem with most de"eloping countries
8ortunately, in case of India the problem is not as se"ere India has one of the oldest and
most reliable census systems in the world India conducts a fairly reliable li"estock
sur"ey regularly Data on economic fundamentals is extremely detailed and easily
a"ailable Trade data collection system of India is better than of most de"eloping
countries and is much more reliable than of most non@democratic countries
*eparating the useful and rele"ant from irrele"ant and useless is always a challenge It is
more when so when one has an ocean of data Bparts of which may be a bit oldC This is a
challenge that we are able to undertake with our long experience in India and Indian
dairy E li"estock industry in particular #e ha"e our ear on the ground in India #e
understand the dynamics of fast@changing India #e use the historical data pro"ided by
go"ernment agencies and rely on our experience and insightful expertise to see trends
that others notice much later #e hope that the study helps you get a macro@le"el
understanding of the dairy scenario in India This may howe"er not answer all the
$ueries that you may ha"e #e look forward to conducting in@depth micro@le"el studies
related to Indian dairy industry for you based on your re$uirements
India is the highest milk producer in the entire globe India is well known as the
F+yster? of the global dairy industry, with opportunities galore for the entrepreneurs

globally It might be dream for any nation in the world to capitaliDe on the largest and
fastest growing milk and mil products: market The dairy industry in India has been
witnessing rapid growth with liberaliDation &s the economy pro"ides good opportunities
for M,Cs and foreign in"estors to release the full potential of this industry The main
ob(ecti"e of the Indian Dairy Industry is to manage the national resources in a manner to
enhance milk production and upgrade milk processing using inno"ati"e technologiesIn
India, the dairy sector plays an important role in the country?s socio@economic
de"elopment, and constitutes an important segment of the rural economy Dairy industry
pro"ides li"elihood to millions of homes in "illages, ensuring supply of $uality milk and
milk products to people in both urban and rural areas #ith a "iew to keeping pace with
the country?s increasing demand for milk and milk products, the industry has been
growing rapidly
&ccording to our research report GIndian Dairy Industry &nalysisH, India is the world?s
largest milk producer, accounting for around -3I of the global milk production
%esides, it is one of the largest producers as well as consumers of dairy products Due to
their rich nutritional $ualities, the consumption of dairy products has been growing
exponentially in the country, and considering such facts and figures, our study
anticipates that the milk production in India will grow at a C&<R of around 0I during
.6--@.6-1

OPERAT"ON )LOO(
The transition of the Indian milk industry from situation of net import to that of surplus has
%een let by the efforts of ,ational Dairy De"elopment %oard?s operation 8lood
'rogram under the aegis of the 8ormer chairman of the board Dr )urien Launched in
-536, +peration 8lood has led to the moderniDation of India?s dairy sector and created a
strong network for procurement processing and distribution of milk by the co@operati"e sector
'er captia a"ailability of milk has increased from -/. gm per day in -516 to o"er
..6 gm per day in -554the main thrust of +peration 8lood was to organiDe dairy
cooperati"es in the milk shed areas of the "illage, and to link them to the four Metro cities,

which are the main markets for milk The efforts undertaken by ,DD% ha"e not only led
to enhanced production, impro"ement in method of processing and de"elopment of a
strong marketing network, but ha"e also led to the emergence of dairying as an important
source of employee an income generation in the rural areas It has also led to an important
source of employment and income generation in the rural areas It has also led to an
impro"ement in yields, longer lactation periods, shorter cal"ing inter"als, etc through the use
of modern breeding techni$ues ;stablishment of milk collection center chilling center
has enhanced life of raw milk and enabled minimiDation of wastage due to spoilage of
milk +peration 8lood has been one of the world?s largest dairy de"elopment program and
looking a the success achie"ed in India adopting the co@operati"e rout, a few other countries
ha"e also replicated the model of India?s #hite Re"olution

COMPAN.9& PRO)"LE>
<u(arat Cooperati"e Milk Marketing 8ederationB<CMM8C>
&M7L means GpricelessH in *anskrit The brand name G&mulH, from the *anskrit
G&moolyaH, was suggested by a $uality control expert in &nand

<u(arat Cooperati"e Milk Marketing 8ederation Ltd# ?,CMM)@; "s "ndiaBs Largest
)ood Produt Marketing Organi!ation +ith Annual Turno%er ?1400701@ U&C 1#6
'illion# "ts (aily Milk Prourement "s ApproD 05 Million Lit ?Peak Period@ Per (ay
)rom 0E;003 -illage Milk Cooperati%e &oieties; 03 Mem:er Unions Co%ering 12
(istrits; And 5#0F Million Milk Produer Mem:ers#
It Is The &pex +rganiDation +f The Dairy Cooperati"es +f <u(arat, 'opularly )nown
&s BAMULB, #hich &ims To 'ro"ide Remunerati"e Returns To The 8armers &nd &lso
*er"e The Interest +f Consumers %y 'ro"iding Juality 'roducts #hich &re <ood
Kalue 8or Money Its *uccess !as ,ot +nly %een ;mulated In India %ut *er"es &s &
Model 8or Rest +f The #orld It Is ;xclusi"e Marketing +rganiDation +f BAmulB &nd
B&agarB %randed 'roducts It +perates Through 03 *ales +ffices &nd !as & Dealer
,etwork +f 1666 Dealers &nd -6 Lakh Retailers, +ne +f The Largest *uch ,etworks In
India Its 'roduct Range Comprises Milk, Milk 'owder, !ealth %e"erages, <hee, %utter,
Cheese, 'iDDa Cheese, Ice@Cream, 'aneer, Chocolates, &nd Traditional Indian *weets,
;tc
<CMM8 Is India:s Largest ;xporter +f Dairy 'roducts It !as %een &ccorded &
LTrading !ouseL *tatus Many +f +ur 'roducts &re &"ailable In 7*&, <ulf Countries,
*ingapore, The 'hilippines, =apan, China and &ustralia <CMM8 has recei"ed the
&';D& &ward from <o"ernment of India for ;xcellence in Dairy 'roduct ;xports for
the last -/ years 8or the year .665@-6, <CMM8 has been awarded G,olden TrophyB

for its outstanding export performance and contribution in dairy products sector by
&';D&
8or its consistent adherence to $uality, customer focus and dependability, <CMM8 has
recei"ed numerous awards and accolades o"er the years It recei"ed the Ra(i" <andhi
,ational Juality &ward in-555 in %est of &ll Category In .66. <CMM8 bagged
India:s Most Respected Company &ward instituted by %usiness #orld In .66/, it was
awarded the The IMC Ramkrishna %a(a( ,ational Juality &ward @ .66/ for adopting
noteworthy $uality management practices for logistics and procurement <CMM8 is the
first and only Indian organisation to win topmost International Dairy 8ederation
Marketing &ward for probioticice cream launch in .663
The &mul brand is not only a product, but also a mo"ement It is in one way, the
representation of the economic freedom of farmers It has gi"en farmers the courage to
dream To hope To li"e
The <CMM8 is the largest food products marketing organisation of India It is the apex
organiDation of the Dairy Cooperati"es of <u(arat +"er the last fi"e and a half decades,
Dairy Cooperati"es in <u(arat ha"e created an economic network that links more than
/- million "illage milk producers with millions of consumers in India These
cooperati"es collect on an a"erage 50 million litres of milk per day from their producer
members, more than 36I of whom are small, marginal farmers and landless labourers

and include a siDeable population of tribal folk and people belonging to the scheduled
castes
The turno"er of <CMM8 B&M7LC during .6-6@-- was 5330 billion B7*M-33 billionC
It markets the products, produced by the district milk unions in /6 dairy plants The
farmers of <u(arat own the largest state of the art dairy plant in &sia N Mother Dairy,
<andhi nagar, <u(arat N which can handle .1 million litres of milk per day and process
-66 MTs of milk powder dailyOcitation neededP
The Three@tier L&mul ModelL
This section needs additional citations for "erification B8ebruary .6-.C
The &mul Model is a three@tier cooperati"e structure This structure consists of a Dairy
Cooperati"e *ociety at the "illage le"el affiliated to a Milk 7nion at the District le"el
which in turn is further federated into a Milk 8ederation at the *tate le"el The abo"e
three@tier structure was set up in order to delegate the "arious functions, milk collection
is done at the Killage Dairy *ociety, Milk 'rocurement > 'rocessing at the District Milk
7nion and Milk > Milk 'roducts Marketing at the *tate Milk 8ederation This helps in
eliminating not only internal competition but also ensuring that economies of scale is
achie"ed &s the abo"e structure was first e"ol"ed at &mul in <u(arat and thereafter
replicated all o"er the country under the +peration 8lood 'rogrammed, it is known as the
F&mul Model? or F&nand 'attern? of Dairy Cooperati"es

Responsible for Marketing of Milk > Milk 'roducts
Responsible for 'rocurement > 'rocessing of Milk Responsible for Collection of Milk
Responsible for Milk 'roduction
Killage Dairy Cooperati"e *ociety BKDC*C
The main functions of the KDC* are as followsQ
Collection of surplus milk from the milk producers of the "illage > payment based on
$uality > $uantity
'ro"iding support ser"ices to the members like Keterinary 8irst &id, &rtificial
Insemination ser"ices, cattle@feed sales, mineral mixture sales, fodder > fodder seed
sales, conducting training on &nimal !usbandry > Dairying, etc *elling li$uid milk for
local consumers of the "illage *upplying milk to the District Milk 7nion Thus, the
KDC* in an independent entity managed locally by the milk producers and assisted by
the District Milk 7nion

(istrit Cooperati%e Milk Produers9 Union ?(ugdh &angh@
The main functions of the Milk 7nion are as followsQ
'rocurement of milk from the Killage Dairy *ocieties of the District &rranging
transportation of raw milk from the KDC* to the Milk 7nion 'ro"iding input ser"ices to
the producers like Keterinary Care, &rtificial Insemination ser"ices, cattle@feed sales,
mineral mixture sales, fodder > fodder seed sales, etc Conducting training on
Cooperati"e De"elopment, &nimal !usbandry > Dairying for milk producers and
conducting specialiDed skill de"elopment > Leadership De"elopment training for KDC*
staff > Management Committee members 'ro"iding management support to the KDC*
along with regular super"ision of its acti"ities ;stablish Chilling Centres > Dairy 'lants
for processing the milk recei"ed from the "illages
*elling li$uid milk > milk products within the District 'rocess milk into "arious milk >
milk products as per the re$uirement of *tate Marketing 8ederation Decide on the prices
of milk to be paid to milk producers as well on the prices of support ser"ices pro"ided to
members


&tate Cooperati%e Milk )ederation ?)ederation@
The main functions of the 8ederation are as followsQ
Marketing of milk > milk products processed E manufactured by Milk 7nions
;stablish distribution network for marketing of milk > milk products
&rranging transportation of milk > milk products from the Milk 7nions to the market
Creating > maintaining a brand for marketing of milk > milk products Bbrand buildingC
'ro"iding support ser"ices to the Milk 7nions > members like Technical Inputs,
management support > ad"isory ser"ices
'ooling surplus milk from the Milk 7nions and supplying it to deficit Milk 7nions
;stablish feeder@balancing Dairy 'lants for processing the surplus milk of the Milk
7nions

&rranging for common purchase of raw materials used in manufacture E packaging of
milk products
Decide on the prices of milk > milk products to be paid to Milk 7nions
Decide on the products to be manufactured at "arious Milk 7nions Bproduct@mixC and
capacity re$uired for the same
Conduct long@term Milk 'roduction, 'rocurement > 'rocessing as well as Marketing
'lanning &rranging 8inance for the Milk 7nions and pro"iding them technical know@
how Designing > 'ro"iding training on Cooperati"e De"elopment, Technical >
Marketing functions Conflict Resolution > keeping the entire structure intact
Today, there are around -32 cooperati"e dairy 7nions formed by -.1 lakh dairy
cooperati"e societies, ha"ing a total membership of around -/ million farmers on the
same pattern, who are processing and marketing milk and milk products profitably, be it
&mul in <u(arat or Kerka in 'un(ab, Ki(aya in &ndhra 'radesh or a ,andini in
)arnataka This entire process has created more than -56 dairy processing plants spread
all o"er India with large in"estments by these farmers? institutions These cooperati"es
today collect approximately ./ million kgs of milk per day and pay an aggregate
amount of more than Rs-.1 billion to the milk producers in a year
Impact of the L&mul ModelL

The effects of +peration 8lood 'rogramme are more appraised by the #orld %ank in its
recent e"aluation report It has been pro"ed that an in"estment of Rs .6 billion o"er .6
years under +peration 8lood 'rogramme in 36s > 46s has contributed in increase of
India?s milk production by 06 Million Metric Tonne BMMTC ie from about .6 MMT in
pre@ +peration 8lood period to more than 26 MMT at the end of +peration flood
'rogramme Thus, an incremental return of Rs 066 billion annually ha"e been generated
by an in"estment of Rs .6 billion o"er a period of .6 years This has been the most
beneficial pro(ect funded by the #orld %ank anywhere in the #orld +ne can continue
to see the effect of these efforts as India?s milk production continues to increase and now
stands at 56 MMT Despite this fourfold increase in milk production, there has not been
drop in the prices of milk during the period and has continued to grow
Due to this mo"ement, the country?s milk production tripled between the years -53- to
-552 *imilarly, the per capita milk consumption doubled from --- gms per day in -53/
to ... gms per day in .666 Thus, these cooperati"es ha"e not (ust been instrumental in
economic de"elopment of the rural society of India but it also has pro"ided "ital
ingredient for impro"ing health > nutritional re$uirement of the Indian society Kery
few industries of India ha"e such parallels of de"elopment encompassing such a large
population
These dairy cooperati"es ha"e been responsible in uplifting the social > economic
status of the women folk in particular as women are basically in"ol"ed in dairying while

the men are busy with their agriculture This has also pro"ided a definite source of
income to the women leading to their economic emancipation
The three@tier F&mul Model? has been instrumental in bringing about the #hite
Re"olution in the country &s per the assessment report of the #orld %ank on the Impact
of Dairy De"elopment in India, the F&nand 'attern? has demonstrated the following
benefitsQ is has multi@dimensional impacts importance of getting go"ernment out of
commercial enterprises importance of market failure in agriculture
power > problems of participatory organiDations importance of policy correct
&chie"ements of the L&mul Mo"ementL
- The dairy cooperati"es ha"e been able to maintain democratic structure at least at the
grass@root le"el with the management committee of the "illage le"el unit elected from
among the members in ma(ority of the "illages
. The dairy cooperati"es ha"e also been instrumental in bridging the social di"ide of
caste, creed, race, religion > language at the "illages, by offering open and "oluntary
membership
&chie"ements of <CMM8
/- million milk producer member families

-1,326 "illage societies
-1 District 7nions
50 million liters of milk procured per day
-16 million B7*M.3. millionC disbursed in cash daily
<CMM8 is the largest cooperati"e business of small producers with an annual turno"er
of 1/ billion B7*M515/ millionC
The <o"t of India has honored &mul with the G%est of all categories Ra(i" <andhi
,ational Juality &wardH
Largest milk handling capacity in &sia Largest cold chain network 04 *ales offices,
1666 wholesale distributors, 3 lakh retail outlets ;xport to /3 countries worth -16 crore
B7*M.3-1 millionC
#inner of &';D& award for ele"en consecuti"e years
Amul :rand :uilding
<CMM8 B&M7LC has the largest distribution network for any 8MC< company It has
nearly 16 sales offices spread all o"er the country, more than 1666 wholesale dealers and
more than 366666 retailers

&M7L is also the largest exporter of dairy products in the country &M7L is a"ailable
today in o"er 06 countries of the world &M7L is exporting a wide "ariety of products
which include #hole and *kimmed Milk 'owder, Cottage Cheese B'aneerC, 7!T Milk,
Clarified %utter B<heeC and Indigenous *weets The ma(or markets are 7*&, #est
Indies, and countries in &frica, the <ulf Region, and *&&RC neighbors, *ingapore, The
'hilippines, Thailand, =apan and China
In *eptember .663, &mul emerged as the leading Indian brand according to a sur"ey by
*yno"ate to find out &sia:s top -666 %rands
In .6--, &mul was named the Most Trusted brand in the 8ood and %e"erages sector in
The %rand Trust Report, published by Trust Research &d"isory rediffcomR LIndia:s top
.6 brandsQ &mul is ,o -L
,CMM) 7 An O%er%ie8
9ear of ;stablishment -53/
Members
-3 District Cooperati"e Milk 'roducers: 7nions B-2
Members > - ,ominal MembersC
,o of 'roducer Members /-4 Million
,o of Killage *ocieties -2,--3
Total Milk handling capacity -/23 Million litres per day

per day
Milk Collection BTotal @ .6--@
-.C
/44 billion litres
Milk collection BDaily
&"erage .6--@-.C
-62 million litres Bpeak -/ millionC
Milk Drying Capacity 203 Mts per day
Cattlefeed manufacturing
Capacity
/256 Mts per day
*ales Turno"er @B.6--@-.C Rs --224 Crores B7* M.1 %illionC
Amul Mem:er Unions
- )aira District Cooperati"e Milk 'roducers: 7nion Ltd, &nand
. Mehsana District Cooperati"e Milk 'roducers: 7nion Ltd, Mehsana
/ *abarkantha District Cooperati"e Milk 'roducers: 7nion Ltd, !imatnagar
0 %anaskantha District Cooperati"e Milk 'roducers: 7nion Ltd, 'alanpur
1 *urat District Cooperati"e Milk 'roducers: 7nion Ltd, *urat
2 %aroda District Cooperati"e Milk 'roducers: 7nion Ltd, Kadodara
3 'anchmahal District Cooperati"e Milk 'roducers: 7nion Ltd, <odhra
4 Kalsad District Cooperati"e Milk 'roducers: 7nion Ltd, Kalsad

5 %haruch District Cooperati"e Milk 'roducers: 7nion Ltd, %haruch
-6 &hmedabad District Cooperati"e Milk 'roducers: 7nion Ltd, &hmedabad
-- Ra(kot District Cooperati"e Milk 'roducers: 7nion Ltd, Ra(kot
-. <andhinagar District Cooperati"e Milk 'roducers: 7nion Ltd, <andhinagar
-/ *urendranagar District Cooperati"e Milk 'roducers: 7nion Ltd, *urendranagar
-0 &mreli District Cooperati"e Milk 'roducers 7nion Ltd, &mreli
-1 %ha"nagar District Cooperati"e Milk 'roducers 7nion Ltd, %ha"nagar
-2 )utch District Cooperati"e Milk 'roducers: 7nion Ltd, &n(ar
&ales Turno%er Rs ?million@
U& C ?in million@
-550@51 ---06 /11
-551@52 -/356 066
-552@53 -1106 016

&ales Turno%er Rs ?million@
U& C ?in million@
-553@54 -4406 011
-554@55 ..-5. 05/
-555@66 ..-41 05/
.666@6- ..144 166
.66-@6. .//21 166
.66.@6/ .3013 131
.66/@60 .450- 2-2
.660@61 .5..1 23.
.661@62 /33/2 416
.662@63 0.334 -616
.663@64 1.110 -/.1
.664@65 23--/ -160
.665@-6 4661/ -366
.6-6@-- 5330. .-3.
.6--@-. --2246 .166

The Produt Range
%readspreads &mul %utter, &mul Lite, Delicious Table Margarine
Cheese Range
&mul 'asteuriDed 'rocessed Cheddar Cheese, &mul 'rocessed
Cheese *pread, &mul 'iDDa BMoDarellaC Cheese,&mul ;mmental
Cheese, &mul <ouda Cheese, &mul Malai 'aneer Bcottage
cheeseC, 7tterly Delicious 'iDDa
8resh Milk
&mul <old 8ull Cream Milk 2I fat, &mul *hakti *tandardised
Milk 01I 8at, &mul TaaDa Toned Milk /I fat,&mul *lim >
Trim, &mul Cow Milk
7!T Milk Range
&mul <old 01I fat Milk, &mul *hakti /I fat Milk, &mul TaaDa
-1I fat Milk, &mul Lite *lim@n@Trim Milk, &mul 8resh Cream
Milk 'owders &mul 8ull Cream Milk 'owder, &mulya Dairy #hitener, *agar

*kimmed Milk 'owder, &mulspray Infant Milk 8ood, *agar Tea
and Coffee #hitener
Milk Drink
&mul )ool 8la"oured Milk, &mul )ool Cafe, &mul )ool
)oko,&mul )ool Millk *haake, &mul )ool Chocolate
Milk,,utramul ;nergy Drink
!ealth Drink *tamina Instant ;nergy Drink
%rown %e"erage ,utramul Malted Milk 8ood
Curd 'roducts
&mul Masti Dahi Bfresh curdC, &mul Masti *piced %utter
Milk,&mul Lassee, &mul 8laa"yo 9oghurt
'ure <hee &mul 'ure <hee, *agar 'ure <hee
*weetened
Condensed Milk
&mul Mithaimate
Mithaee Range
B;thnic *weetsC
&mul *hrikhand, &mul Mithaee <ulab(amuns, &mul
%asundi,&"sar Ladoos
Ice@cream *undae Range, probiotic,,sugarfree and probiotic
Chocolate >
Confectionery
&mul Milk Chocolate, &mul 8ruit > ,ut Chocolate, &mul
ChocoDoo, &mul %indass, &mul 8undoo

Amul *ead Offie>
,u$arat Cooperati%e Milk Marketing )ederation Ltd#
&mulDairyRoad,
'%,o-6,&nand@/4466-,
<u(arat,India
Phone>S5-@.25.@.14162,.14163,.14164,.14165
)aD>S5-@.25.@.06.64

EHPORT&>
<CMM8 is India:s largest exporter of Dairy 'roducts It has been accorded a LTrading
!ouseL status <CMM8 has recei"ed the &';D& &ward from <o"ernment of India for
;xcellence in Dairy 'roduct ;xports for the last -/ years
The ma(or export products areQ
Consumer 'acks
&mul 7!T Milk BLong LifeC
&mul <old ;xtra Cream Milk
&mul TaaDa 8ull Cream Milk
&mul *lim and Trim Milk
&mul 'ure <hee
&mul Mithaee <ulab(amun
,utramul %rown %e"erage
&mul 8resh Cream

&mul )ool %e"erages
8la"oured Milk
%utter Milk
Lassee
&mulspray
&mul %utter
&mul *hrikhand
&mul Cheese
&mul Malai 'aneer
&mul Ice Cream
%ulk 'acks
&mul *kimmed Milk 'owder
&mul 8ull Cream Milk 'owder

O'JECT"-E O) T*E &TU(.
The problem of the research was how better we can analyses the GMarket analysis of &mul
masti DahiH
The purposes for 8hih the study is undertaken are>
- To find out the image of &mul Masti Dahi
. To assess the awareness about &mul Masti Dahi $ualities
/ To obtain the opinion of customers t about &mul Masti Dahi with
reference of priceTT

0 To know that what does Customer looks for while buying Dahi
1 To know the impact of ad"ertisement and promotion on consumer buying
beha"ior
2 To find out impact schemes on consumer buying decision
3 To make a comparati"e analysis of &mul > ,estle on the parameter
4 To make the suitable suggestion on the basis of it


"NTRO(UCT"ON ON TOP"C
"mportane of amul masti dahi>
Masti Dahi
&M7L M&*TI D&!I is made from 'asteuriDed Toned Milk
#hy DahiU

V Dahi or Curd plays a key role in the Indian diet and in preparation of delicious dishes
like Dahi #ada, Dahi %atata 'uri, Dahi Rice, Dahi Idli, Dahi Raita, )adhi and Muglai
8ood
V It is ideal meal accompaniment and is delicious as well as nutritious by itself too It is
also used to marinate "eg and non "eg dishes
V Dahi is well known for its nutriti"e "alues
V The answer to making great tasting dishes is fresh, creamy and good $uality dahi N
G&mul Masti DahiH
#hy G&M7L M&*TIH DahiU
V Making fresh Dahi is cumbersome, time consuming chore and can cause great
embarrassment to the house wife when it is not prepared properly
V Dahi prepared by local shop owners or at home "aries in terms of $uality > culture
used
V &mul Dahi is prepared in controlled conditions ie maintaining proper temperatures to
grow beneficial bacteria and to a"oid growth of harmful bacteria
V It is difficult to maintain controlled conditions at !ome or at local shop le"el

V Many times the $uality of Dahi a"ailable from the local market is far from satisfactory
and often found to be contaminated as the culture used do not contain -66I beneficial
bacteria
V &M7L M&*TI D&!I is a pasteuriDed product ie free from unwanted bacteria
V &M7L M&*TI D&!I is prepared with selected culture ha"ing pro health bacteria The
culture is de"eloped after in depth research
*uperiority of &mul Masti Dahi
V &mul Masti Dahi is prepared from purest, freshest pasteuriDed milk and it is free from
added sugar
V #hat?s more, &mul Masti Dahi doesn?t contain any preser"ati"es
V &mul Masti Dahi is prepared from certified and selected bacterial culture which gi"es
excellent curd
V &mul Masti Dahi is hygienically processed and packed in a reusable plastic tub as well
as con"enient pouch and thus free from possible adulteration
V &mul Masti Dahi is high on nutrition and taste
V Thick, creamy &mul Masti Dahi has a rich, glossy texture 8ood tastes e"en more
delicious at the snap of your fingers

V The li"e micro flora in &mul Masti Dahi helps the digesti"e system and enhances the
immune system?s ability to fight harmful organisms It impro"es the body?s natural
defenses and helps keep the body functioning at its best
V &mul Masti Dahi ha"ing a probiotic nature contains li"e bacterial culture which
increases milk digestibility, $uickens reco"ery from certain types of diarrhea, skin
infections, enhances immune function of the body and encourages the body to function
in the best possible and most natural way
V &mul Masti Dahi contains all goodness of milk such as proteins, carbohydrates, fats,
calcium, phosphorous, magnesium, Dinc, iodine and "itamins
V Lactic acid in &mul Masti Dahi is helpful in absorption and utiliDation of calcium
V &mul Masti Dahi is a $uality product from the house of G&mulH at affordable price
which gi"es G"alue for moneyH
V &mul Masti Dahi is widely a"ailable inQ <u(arat, Delhi > ,CR, #estern 7', Mumbai,
'une, ,agpur, Raipur, 7daipur, =odhpur, =aipur, Indore, %hopal, Chennai, %anglore
PRO'LEM )ACE( '. COMPAN. "N MAR/ET
&s the market share of the &mul Masti Dahi is not up to the mark that company wants, they are
facing tough competition from local companies like Mother Dairy, ,estle Company wants to
know what common consumer thinks about &mul masti dahi and what they expect from

their family brand ie &mul
What does company expects to do by solving the problem?
;"ery company expect something for which it conducts research and try to sol"e the problem,
here also by this pro(ectH To Market &nalysis of masti Dahi H
'rice sensiti"ity of the consumer
To know the expectations of the consumers
'reference of the consumer
;ffect of ad"ertisement on consumer buying beha"ior
To more about their competitors strategies ;x@ ,estle, Mother dairy ,
'arag <yan etc
+hy this pro$et 8as undertakenI
&mul is doing "ery good in metros Company wants to know the "iew of customers about
&mul Masti Dahi

Pro:lem En%ironment
Company wanted to achie"e largest market share and also wanted to notch top slot in the

Market Company wanted to know what is lacking in their ser"ice and product part,
which is resulting in losing market share to competitor?s brands
MAR/ET"N,
Marketing is an ongoing process of planning and executing the marketing mix
B'roduct,
'rice, 'lace, 'romotion often referred to as the 0 'sC for products, ser"ices or ideas to
create exchange between indi"iduals and organiDationsMarketing tends to be seen as a
creati"e industry, which includes ad"ertising, distribution and selling It is also
concerned
with anticipating the customers: future needs and wants, which are often disco"ered
through market researh;ssentially, marketing is the process of creating or directing
an
organiDation to besuccessful in selling a product or ser"ice that people not only desire,

but are willing to buy
Therefore good marketing must be able to create a LpropositionL or set of benefits for the
end customer that deli"ers "alue through products or ser"ices& market@focused, or
customer@focused, organiDation first determines what its potential customers desire, and
then builds the product or ser"ice Marketing theory and practice is (ustified in the belief
that customers use a product or ser"ice because they ha"e a need, or because it pro"ides
a
percei"ed benefit
Two ma(or factors of marketing are the recruitment of new customers Bac$uisitionC and
the retention and expansion of relationships with existing customers Bbase
managemet C
+nce a marketer has con"erted the prospecti"e buyer, base management
marketing takes o"er The process for base management shifts the marketer to building a
relationship, nurturing the links, enhancing the benefits that sold the buyer in the first
place, and impro"ing the productEser"ice continuously to protect the business from

competiti"e encroachments
MAR/ET"N, &TRATE,.
& marketing strategy ser"es as the foundation of a marketing plan & marketing plan
contains a list of specific actions re$uired to successfully implement a specific marketing
strategy &n example of marketing strategy is as followsQ L7se a low cost product to
attract consumers
+nce our organiDation, "ia sell additional, higher@margin products and ser"ices that
enhance the consumer:s interaction with the low@cost product or ser"ice G& strategy is
different than a tactic #hile it is possible to write a tactical marketing plan without a
sound, well@considered strategy, it is not recommended #ithout a sound marketing
strategy, a marketing plan has no foundation Marketing strategies ser"e as the
fundamental underpinning of marketing plans designed to reach marketing ob(ecti"es It
Is important that these ob(ecti"es ha"e measurable results & good marketing strategy
should integrate an organiDation:s marketing goals, policies, and action se$uences

BtacticsC into a cohesi"e whole The ob(ecti"e of a marketing strategy is to pro"ide a
foundation from which a tactical plan is de"eloped This allows the organiDation to carry
out its mission effecti"ely and efficiently
MAR/ET"N, RE&EARC*
Marketing research, or market research, is a form of business research and is generally
di"ided into two categoriesQ consumer market research and business@to@business B%.%C
market research, which was pre"iously known as industrial marketing research
Consumer marketing research studies the buying habits of indi"idual people
whilebusiness@to@business marketing research in"estigates the markets for products sold
by one business to another
Consumer market researh is a form of applied sociology that concentrates on
understanding the beha"iours, whims and preferences, of consumers in a market@based
economy, and aims to understand the effects and comparati"e success of marketing
campaigns The field of consumer marketing research as a statistical science was
pioneered by &rthur ,ielsen with the founding of the &C,ielsen Company in -5./Thus

marketing researh is the systematic and ob(ecti"e identification, collection,analysis,
and dissemination of information for the purpose of assisting management in decision
making related to the identification and solution of problems and opportunities in
marketing
C*ARACTER&T"C& O) MAR/ET"N, RE&EARC*
Marketing researh is systemati Q Thus systematic planning is re$uired at all the
stages of the marketing research process The procedures followed at each stage are
methodologically sound, well documented, and, as much as possible, planned in
ad"ance
Marketing research uses the scientific method in that data are collected and analyDed to
test prior notions or hypotheses
Marketing researh is o:$eti%eQ

It attempts to pro"ide accurate information that reflects a true state of affairs It should
be conducted impartially #hile research is alwaysinfluenced by the researcher:s
research philosophy, it should be free from the personal or political biases of the
researcher or the management Research which is moti"ated by personal or political
gain in"ol"es a breach of professional standards *uch research is deliberately biased so
as to result in predetermined findings The motto of e"ery researcher should be, L8ind it
and tell it like it isL The ob(ecti"e nature of marketing research underscores the
importance of ethical considerations, which are discussed later in the chapter
Marketing researh in%ol%es the identifiation;olletion; analysis and
dissemination of information>;ach phase of this process is important #e identify
or define the marketing research problem or opportunity and then determine what
information is needed to in"estigate it %ecause e"ery marketing opportunity translates
into a research problem to be in"estigated, the terms LproblemL and LopportunityL are
used interchangeably here ,ext, the rele"ant information sources are identified and a
range of data collection methods "arying in sophistication and complexity are e"aluated
for their usefulness The data are collected using the most appropriate methodR they are

analyDed, interpreted, and inferences are drawn 8inally, the findings, implications and
recommendations are pro"ided in a format that allows the information to be used for
management decision making and to be acted upon directly It should be emphasiDed that
marketing research is conducted to assist management in decision making and is notQ a
means or an end in itself The next section elaborates on this definition by classifying
different types of marketing research
COMPAR"&ON +"T* OT*ER )ORM& O) 'U&"NE&& RE&EARC*
Other forms of :usiness researh inlude>
Market Researh> Market research is broader in scope and examines all aspects of
abusiness en"ironment It asks $uestions about competitors, market structure,
go"ernment regulations, economic trends, technological ad"ances, and numerous other
factors that make up the business en"ironment Bsee en"ironmental scanningC *ometimes
the term refers more particularly to the financial analysis of companies, industries, or

sector In this case, financial analysts usually carry out the research and pro"ide the
results to in"estment ad"isors and potential in"estors
Produt researh> This looks at what products can be produced with a"ailable
technology, and what new product inno"ations near@future technology can de"elop Bsee
new product de"elopmentC
Ad%ertising researh> is a specialiDed form of marketing research conducted to
impro"e the efficacy of ad"ertising Copy testing, also known as Lpre@testing,L is a
form
of customiDed research that predicts in@market performance of an ad before it airs, by
analyDing audience le"els of attention, :rand linkage, moti"ation, entertainment, and
communication, as well as breaking down the ad?s flo8 of attentionand flo8 of
emotion 're@testing is also used on ads still in rough Bripomatic or animaticC form
CLA&&")"CAT"ON O) MAR/ET"N, RE&EARC*
Organi!ations engage in marketing researh for t8o reasons> B-C to identify and B.C

sol%e marketing pro:lems This distinction ser"es as a basis for classifying marketing
research into problem identification research and problem sol"ing research'roblem
identification research is undertaken to help identify problems which are, perhaps, not
apparent on the surface and yet exist or are likely to arise in the future EDamples of
pro:lem identifiation researh inlude market potential; market share;:rand or
ompany image; market harateristis; sales analysis; short7range foreasting; long
range foreasting; and :usiness trends researh# & sur"ey of companies conducting
marketing research indicated that 53 percent of those who responded were conducting
market potential, market share, and market characteristics research &bout 56 percent
also
reported that they were using other types of problem identification research Research of
this type pro"ides information about the marketing en"ironment and helps diagnose a
problem 8or example, a declining market potential indicates that the firm is likely to
ha"e a problem achie"ing its growth targets *imilarly, a problem exists if the market
potential is increasing but the firm is losing market share The recognition of economic,

social, or cultural trends, such as changes in consumer beha"ior, may point to underlying
problems or opportunities The importance of undertaking problem identification
research
for the sur"i"al and long term growth of a company is exemplified by the case of 'I'
printing company
+nce a problem or opportunity has been identified, as in the case of 'I', problem
sol"ing
research is undertaken to arri"e at a solution The findings of problem sol"ing research
are used in making decisions which will sol"e specific marketing problems More than
two@thirds of companies conduct problem sol"ing research
&tandardi!ed ser"ices are research studies conducted for different client firms but in
a
standard way 8or example, procedures for measuring ad"ertising effecti"eness ha"e
been
standardiDed so that the results can be compared across studies and e"aluati"e norms can
be established The *tarch Readership *ur"ey is the most widely used ser"ice for

e"aluating print ad"ertisementsR another well@known ser"ice is the <allup and Robinson
MagaDine Impact *tudies These ser"ices are also sold on a syndicated basis
Customi!ed ser%ies offer a wide "ariety of marketing research ser"ices customiDed
to suit a client:s specific needs ;ach marketing research pro(ect is treated uni$uely
*ome
marketing research firms that offer these ser"ices include %urke Marketing Research,
Market 8acts, Inc, and ;lrick > La"idge
Limited7ser%ie suppliers specialiDe in one or a few phases of the marketing
research pro(ect *er"ices offered by such suppliers are classified as field ser"ices,
coding
and data entry, data analysis, analytical ser"ices, and branded products )ield ser%ies
collect data through mail, personal, or telephone inter"iewing, and firms that specialiDe
in
inter"iewing are called field ser"ice organiDations These organiDations may range from

small proprietary organiDations which operate locally to large multinational
organiDations
with #&T* line inter"iewing facilities *ome organiDations maintain extensi"e
inter"iewing facilities across the country for inter"iewing shoppers in malls
Coding and data entry ser%ies include editing completed $uestionnaires,
de"eloping a coding scheme, and transcribing the data on to diskettes or magnetic tapes
for input into the computer ,RC Data *ystems pro"ides such ser"ices
Analytial ser%ies include designing and pretesting $uestionnaires, determining the
best means of collecting data, designing sampling plans, and other aspects of the
research
design *ome complex marketing research pro(ects re$uire knowledge of sophisticated
procedures, including specialiDed experimental designs, and analytical techni$ues such
as
con(oint analysis and multidimensional scaling This kind of expertise can be obtained
from firms and consultants specialiDing in analytical ser"ices

(ata analysis ser%ies are offered by firms, also known as tab houses, that
specialiDe
in computer analysis of $uantitati"e data such as those obtained in large sur"eys Initially
most data analysis firms supplied only tabulations Bfre$uency countsC and cross
tabulations Bfre$uency counts that describe two or more "ariables simultaneouslyC #ith
the proliferation of software many firms now ha"e the capability to analyDe their own
data, but, data analysis firms are still in demand
'randed marketing researh produts and ser"ices are specialiDed data
collection and analysis procedures de"eloped to address specific types of marketing
research problems These procedures are patented, gi"en brand names, and marketed like
any other branded product


T.PE& O) MAR/ET"N, RE&EARC*
Marketing researh tehniJues ome in many forms; inluding>
Ad Traking Q periodic or continuous in@market research to monitor a brand?s
performance using measures such as brand awareness, brand preference, and product
usage B9oung, .661C
Ad%ertising Researh>used to predict copy testing or track the efficacy of
ad"ertisements for any medium, measured by the ad?s ability to get

attention,communicate the message, build the brand?s image, and moti"ate the consumer
to purchase the product or ser"ice
'rand eJuity researh> how fa"orably do consumers "iew the brandU
'rand name testing> what do consumers feel about the names of the productsU
Commerial Eye Traking Researh> examine ad"ertisements, package
designs,
websites, etc by analyDing "isual beha"ior of the consumer
Conept testing> to test the acceptance of a concept by target consumers
Coolhunting> to make obser"ations and predictions in changes of new or existing
cultural trends in areas such as fashion, music, films, tele"ision, youth culture and
lifestyle
'uyer deision proesses researh> to determine what moti"ates people to buy
and what decision@making process they use
Copy testing> predicts in@market performance of an ad before it airs by analyDing

audience le"els of attention, brand linkage, moti"ation, entertainment, and
communication, as well as breaking down the ad?s flow of attention and flow of
emotion
B9oung, p .-/C
Customer satisfation researh> $uantitati"e or $ualitati"e studies that yields an
understanding of a customer:s of satisfaction with a transaction
(emand estimation> to determine the approximate le"el of demand for the product
(istri:ution hannel audits> to assess distributors? and retailers? attitudes toward a
product, brand, or company
"nternet strategi intelligene> searching for customer opinions in the InternetQ
chats, forums, web pages, blogs where people express freely about their experiences
with products, becoming strong Lopinion formersL
Marketing effeti%eness and analytis> %uilding models and measuring results
to

determine the effecti"eness of indi"idual marketing acti"ities
Mystery Consumer or Mystery shopping> &n employee or representati"e of
the
market research firm anonymously contacts a salesperson and indicates he or she is
shopping for a product The shopper then records the entire experience This method is
often used for $uality control or for researching competitors: products
Positioning researh> how does the target market see the brand relati"e to
Competitors U @ what does the brand stand forU
Prie elastiity testing> to determine how sensiti"e customers are to price changes
&ales foreasting Q to determine the expected le"el of sales gi"en the le"el of demand
#ith respect to other factors like &d"ertising expenditure, sales promotion etc
&egmentation researh Q to determine the demographic,psychographic, and
beha"ioural characteristics of potential buyers
Online Panal> a group of indi"idual who accepted to respond to marketing research

online
&tore audit Q to measure the sales of a product or product line at a statistically selected
store sample in order to determine market share, or to determine whether a retail store
pro"ides ade$uate ser"ice
Test marketing Q a small@scale product launch used to determine the likely acceptance
of the product when it is introduced into a wider market
-iral Marketing Researh Q refers to marketing research designed to estimate the
probability that specific communications will be transmitted throughout an indi"iduals
*ocial ,etwork;stimates of *ocial ,etwork 'roduction B*,'C are combined with
estimates of selling effecti"eness to estimate R+I on specific combinations of messages
and media
&ll of these forms of marketing research can be classified as either problem@
identification
research or as problem@sol"ing research& company collects primary researh by

gathering original data &eondary researh is conducted on data published pre"iously
and usually by someone else *econdary research costs far less than primary research,
but
seldom comes in a form that exactly meets the needs of the researcher
& similar distinction exists between exploratory research and conclusi"e research
EDploratory research pro"ides insights into and comprehension of an issue or situation
It should draw definiti"e conclusions only with extreme caution Conlusi%e researh
draws conclusionsQ the results of the study can be generaliDed to the whole
population;xploratory research is conducted to explore a problem to get some basic
idea
about the solution at the preliminary stages of research It may ser"e as the input to
conclusi"e research ;xploratory research information is collected by focus group
inter"iews, re"iewing literature or books, discussing with experts, etc This is
unstructured and $ualitati"e in nature If a secondary source of data is unable to ser"e the
purpose, a con"enience sample of small siDe can be collected Conclusi"e research is

conducted to draw some conclusion about the problem It is essentially, structured and
$uantitati"e research, and the output of this research is the input to management
information systemBMI*C
;xploratory research is also conducted to simplify the findings of the conclusi"e
ordescripti"e research, if the findings are "ery hard to interpret for the marketing
manager
MAR/ET"N, RE&EARC* MET*O(&
Methodologically, marketing research uses the following types of research designsQ
'ased on Juestioning>
Kualitati%e marketing researh> generally used for exploratory purposes @ small
number of respondents @ not generaliDable to the whole population @ statistical
significance and confidence not calculated @ examples include focus groups, in@depth
inter"iew and pro(ecti"e techni$ues
Kuantitati%e marketing researh> generally used to draw conclusions @ tests a

specific hypothesis uses random sampling techni$ues so as to infer from the sample to
the
population @ in"ol"es a large number of respondents @ examples include sur"eys and
$uestionnaires Techni$ues include choice modelling maximum difference preference
scaling andco"ariance analysis
'ased on o:ser%ations>
Ethenographi studies> by nature $ualitati"e, the researcher obser"es social
phenomena in their natural setting @ obser"ations can occur ross7setionally
Bobser"ations made at one timeC or longitudinally Bobser"ations occur o"er se"eral time@
periodsC @ examples include product@use analysis and computer cookie traces *ee also
;thnography and +bser"ational techni$ues
EDperimental tehniJues Q by nature $uantitati"e, the researcher creates a $uasi@
artificial en"ironment to try to control spurious factors, then manipulates at least one of

the "ariables @ examples include purchase laboratories and test markets Researchers
often use more than one research design They may start with secondary research to get
background information, then conduct a focus group B$ualitati"e research designC to
explore the issues 8inally they might do a full nation@wide sur"ey B$uantitati"e research
designC in order to de"ise specific recommendations for the client
Ad%ertising Researh
Ideation E brainstorming for creati"e inputs
Testing creati"e concepts and positioning platforms
Testing of creati"e execution
Creati"e de"elopment studies
'rand Researh>
7sage > &ttitude
Moti"ation study

*egmentation > 'ositioning
Kalue > lifestyle studies
%uying beha"ior
Triggers and barriers
%rand e$uity
#e also aid the creation of new products, identifying successfully the present need gaps
in the market *ome of these areQ
Produt Researh>
,ew 'roduct Testing
Testing of product concepts
&ssessment of reaction to product post usage
Produt (esign Researh>
Ideation > brainstorming
,ew product ideasE modification
Tools )or &uessful Analysis>
Jualitati"eQ *ome of the techni$ues that we use as per the demands of the research

$uestion for successful data collections areQ
Laddering
Role play
&nthromorphisation
Thematic &pperception Tests BmodifiedC
*hop simulation
'erceptual location
*orting E triads
'icture association
*tory telling
KUANT"TAT"-E>
+utlined below are some of our $uantitati"e offeringsQ
%rand tracking and modeling

Multiple segmentation > positioning
Kalue analysis > segmentation
%enefit E attitudinal segmentation > positioning
'roduct E ser"ice design
'ricing study > simulation
&d pre@test
,ew product research
Image measurement
Customer satisfaction audits
;mployee satisfaction studies
*er"ice $uality audits
Retail shop image modeling
Market share > demand forecasting

Tools )or &uessful Analysis>
Juantitati"eQ %elow are some of the techni$ues that we use as per the demands of the
Research $uestion for successful data collectionsQ
Trade off analysis E simulation
Con(oint analysis Bbrand price trade@offC
8actor E cluster analysis
Multiple regression
&,+K&
Multiple discriminate analysis
E-ALUATOR>
This necessitates the use of both $ualitati"e as well as $uantitati"e methodology in
+rder to define price "alue structure in a category and helps product line definition
&nd price optimiDation
"CE ?"ntense Consumer EDperiene@>
This is basically a $ualitati"e positioning tool to identify positioning Battitude N

;motion N benefitC options based on the stages E intensity in the Consumer
;xperience Cycle It uses as a corner stone *ystematic DesensitiDation techni$ues
and
Collage
NAME &*OP>
This is a specialiDed $ualitati"e methodology for brand name testing which probes
F!idden Dimensions? of brand names to match brand Fdesired e$uity?
'RAN( &*OP>
This comprises of a *emiotic approach, which consists of the deconstruction of brand
identity in context of culture, category and competition It pro"ides brand diagnostics
&nd brand reconstruction Though it is primarily $ualitati"e in methodology, it can
be Ratified through the %KM

RE&EARC* MET*O(OLO,.
RE&EARC* MET*O(OLO,. MEAN"N, L (E)"N"T"ON>
Research in common parlance to a search for knowledge +ne can also define
reearch
as a scientific and systematic research for pertinence information on a specific topic
In fact, research is an art of scientific in"estigation
Researh an :e defined as Glogical and systematic application of the fundamentals
+f science to the general and o"erall $uestions of a study, and scientific techni$ues
#hich pro"ide precise tools, specific procedures and technical, rather than
philosophical means for getting and ordering he data prior to their logical and
ManipulationH

T.PE& O) RE&EARC*>
The basic types of research are as followsQ
(esripti%e %s# Analytial> (esripti%e researh includes sur"eys and fact@
8inding en$uires of different kinds The ma(orThe ma(or purpose of research is
Description of the state of affairs, as it exists at present In social science and
business
Research we $uite often use the term ;x@post facto research for descripti"e research
7tiliDed in descripti"e research is sur"ey method of all kinds, including comparati"e
&nd correlation methods "n analytial researh on the other hand, the researcher
has

To use facts or information already a"ailable, and analyDe these to make a critical
;"aluation of the material
Applied %s# )undamental> Research can either be applied Bor actionC research
+r fundamental Bor basic or pureC research# Applied researh aims at finding a
*olution for an immediate problem facing society or an industrialEbusiness
+rganiDation, where as fundamental researh is mainly concerned with
<eneraliDation and with the formulation of the theory
Kuantitati%e %s# Kualitati%e> Kuantitati%e researh is based on the
Measurement of $uantity or amount It is applicable to phenomena that can be
;xpressed in terms of $uantity Kualitati%e researh, on the other hand, is
concerned
#ith $ualitati"e phenomena relating to or in"ol"ing $uality or kind 8or instance,
#hen we are interested in in"estigating the reasons for human beha"ior Bie, why
'eople think or do certain thingsC, we $uite often talk of FMoti"ation Research?, an

Important type of $ualitati"e research +ther techni$ues of such research are word
&ssociation tests, sentence completion tests and similar other pro(ecti"e techni$ues
Coneptual %s# Empirial> Coneptual researh is that related to some
abstract
IdeaBsC or theory 'hilosophers and thinkers to de"elop new concepts or to reinterpret
;xisting ones generally use it +n the other hand, empirial researh relies on
+bser"ation alone, often without due regard for system and theory It is databased
Research, coming up with conclusions, which are capable of being "erified by
+bser"ation or experiment #e can also call it as experimental type of research
T.PE& O) (ATA AN( (ATA COLLECT"ON MET*O(
There are mainly two types of dataQ
PR"MAR. (ATA> 'rimary Data are those data which are collected a fresh and
for the first time, and thus happen to be original in character
#e collect primary data during the experiments in an experimental research but in

case we do research of the descripti"e type and perform sur"eys, whether sample
sur"eys or census sur"eys, then we can obtain primary data#
Method of olleting Primary (ata>
+bser"ation Method
Inter"iew Method
Through Juestionnaires
Through *chedules
Through 'ro(ecti"e Techni$ues
Through *ur"ey Method
&ECON(AR. (ATA> *econdary Data are those, which ha"e already been
Collected by someone else and which ha"e already been passed through the statistical

'rocess *econdary data means data that are already a"ailable ie, they refer to the data,
which !a"e already been collected and analyDed by some one else #hen the researcher
utiliDes *econdary data, then he has to look into "arious sources from where he can
obtain them In this case he is certainly not confronted with the problems that are usually
associated #ith collection of original data
*econdary Data may either be pu:lished data or unpu:lished data#
PLAN O) ANAL.&"&
O'JECT"-E
The ob(ecti"e is to present a brief "iew of retailers and customer of &mul products and
also to study in Lucknow
'R"E)
<CMM8 B<u(raat Cooperati"e Milk Marketing 8ederationC has been gi"en this pro(ect
to conduct a study on all shops which are retailing in Dairy products The main aim of
this study is to analyDe and understands the potential of the retails shops in different
areas in the Lucknow
This pro(ect consists of many phases 8irst phase, which takes place before pro(ect

has been started, was selection of the locations for the study in delhi *election of the
Locations or areas was only based on shopping pattern of the customer, where the
Customer?s shopping pattern is fixed *o, on the basis of fixed shopping pattern locations
that were selected are as followsQ
07/alyanpur
&fter, selecting the locations collection of data was the second phase of the pro(ect
JueQTotal sales of packed dahi per day
Total_Sales

Frequency Percent Valid Percent
Cumulative
Percent
Valid 0.8kg 1 3.4 3.4 3.4
1.2kg
1 3.4 3.4 6.9
1.6kg
5 1.2 1.2 24.1
1.8kg
2 6.9 6.9 31.0
1kg
1 3.4 3.4 34.5
2.!4kg
1 3.4 3.4 3.9
2.4kg
5 1.2 1.2 55.2
2.6kg
1 3.4 3.4 58.6
2kg
4 13.8 13.8 2.4
3.2kg
2 6.9 6.9 9.3
3.6kg
2 6.9 6.9 86.2
3.8kg
1 3.4 3.4 89.
3kg
2 6.9 6.9 96.6
4kg
1 3.4 3.4 100.0
"#tal
29 100.0 100.0
4kg
3kg
3.8kg
3.6kg
3.2kg
2kg
2.6kg
2.4kg
2.!4kg
1kg
1.8kg
1.6kg
1.2kg
0.8kg
Total_Sales
,oteQIn the abo"e figure, shows the total sales of packed dahi of different brand

JueQ&mul Dahi of &"ailability in 'acked Dahi
Frequency Percent Valid Percent
Cumulative
Percent
$e% 29 100.0 100.0 100.0
$e%
Amul_Dahi_availability
&#teQIn this figure it shows that,amul packed dahi is completely a"ailable in all the market

Jue'&mul Masti Dahi Demand
Amul _Demand
Frequency Percent Valid Percent
Cumulative
Percent
Valid 1 3.4 3.4 3.4
.4kg
1 3.4 3.4 6.9
.6kg
8 2.6 2.6 34.5
.8kg
8 2.6 2.6 62.1
0
5 1.2 1.2 9.3
1.2kg
1 3.4 3.4 82.8
1.6kg
1 3.4 3.4 86.2
1kg
4 13.8 13.8 100.0
"#tal
29 100.0 100.0
1kg
1.6kg
1.2kg
0
.8kg
.6kg
.4kg
1
Amul _Demand

,oteQIn the abo"e figure shows the amul packed dahi demand in the market,from the figure -2 kg
is more demandable "alue which means the sale of -2 kg packed dahi per day
JueQ<yan demand of packed dahi
Frequency Percent Valid Percent
Cumulative
Percent
Valid .4kg 1 3.4 3.4 3.4
.600g
1 3.4 3.4 6.9
.6kg
1 3.4 3.4 10.3
.8kg
2 6.9 6.9 1.2
0
1 3.4 3.4 20.
0.8kg
1 3.4 3.4 24.1
1.2kg
5 1.2 1.2 41.4
1.4kg
3 10.3 10.3 51.
1.6kg
1 3.4 3.4 55.2
1kg
24.1 24.1 9.3
2.4kg
1 3.4 3.4 82.8
2.5kg
1 3.4 3.4 86.2
2kg
4 13.8 13.8 100.0
"#tal
29 100.0 100.0

2kg
2.5kg
2.4kg
1kg
1.6kg
1.4kg
1.2kg
0.8kg
0
.8kg
.6kg
.600g
.4kg
Gyan_Demand
,oteQIn the abo"e figure show that,maximum "alue of retailors sells -. kg of packed dahi and
second highest "alue of retailors sells -0 kg of packed dahi this shows the demand of gyan
packed dahi

JueQ'arag demand of packed dahi
Parag_Demand
Frequency Percent Valid Percent
Cumulative
Percent
Valid .2kg 1 3.4 3.4 3.4
.4kg
3 10.3 10.3 13.8
.6kg
3 10.3 10.3 24.1
.8kg
6 20. 20. 44.8
0
13 44.8 44.8 89.
1.2kg
1 3.4 3.4 93.1
1kg
2 6.9 6.9 100.0
"#tal
29 100.0 100.0

1kg
1.2kg
0
.8kg
.6kg
.4kg
.2kg
Parag_Demand
,oteQIn the abo"e figure shows the demand of packed dahi of parag, - retailor sells the highest
$uantity of dahi ie -. kg and -/ retailors who don?t sells the parag packed of dahi
JueQ*ale of sweet dahi demand

Frequency Percent Valid Percent
Cumulative
Percent
Valid 1 3.4 3.4 3.4
.4kg
10 34.5 34.5 3.9
.6kg
8 2.6 2.6 65.5
.8kg 1 3.4 3.4 69.0

0
4 13.8 13.8 82.8
0.4kg
2 6.9 6.9 89.
1kg
3 10.3 10.3 100.0
"#tal
29 100.0 100.0


1kg
0.4kg
0
.8kg
.6kg
.4kg
1
Sales _of _sweet_Dahi

,oteQIn the abo"e figure shows that,highest number of reatailors sells 0 kg sells sweet dahi per
day and lowest number of retailors sells 4 kg and - kg of sweet dahi per day
JueQ*ales of plain dahi demand
Frequency Percent Valid Percent
Cumulative
Percent
Valid 1 3.4 3.4 3.4
0.4k
1 3.4 3.4 6.9
1.2kg
4 13.8 13.8 20.
1.4kg
2 6.9 6.9 2.6
1.6kg
4 13.8 13.8 41.4
1.8kg
1 3.4 3.4 44.8
1kg
3 10.3 10.3 55.2
2.2kg
2 6.9 6.9 62.1
2.4kg
2 6.9 6.9 69.0
2.6kg
1 3.4 3.4 2.4
2kg
4 13.8 13.8 86.2
3kg
4 13.8 13.8 100.0
"#tal
29 100.0 100.0

3kg
2kg
2.6kg
2.4kg
2.2kg
1kg
1.8kg
1.6kg
1.4kg
1.2kg
0.4k
1
Sales _of _Plain_Dahi
,oteQIn the abo"e figure shows that the highest number of retailors sells -.kg,.kg,/kg of plain
dahi and lowest number of retailors sells 60 kg,-kg,.2kg of plain dahi per day and - retailor
sells the highest $uantity of sales of plain dahi ie -4 kg

JueQMore demanadable brand of packed dahi
More_damanded_Brand
Frequency Percent Valid Percent
Cumulative
Percent
Valid (yan 28 96.6 96.6 96.6
Parag
1 3.4 3.4 100.0
"#tal
29 100.0 100.0

Parag
(yan
More_damanded_Brand
,oteQThis figure shows the highest demand of packed dahi according from abo"e chart it shows
that gyan is more demandable than amul and parag in )alyanpur area
JueQ!igh demand of packed dahi
High_demand(sweetPlane!
Frequency Percent Valid Percent
Cumulative
Percent
Valid Plain 29 100.0 100.0 100.0

Plain
High_demand(sweetPlane!
,oteQIn this it shows that plain dahi is more demandable than sweet dahi

)"N("N,& AN( "NTERPRETAT"ON
%ased on consumers sur"ey report
!igh brand awareness 5.I
+n the basis of customer sur"ey report most of the respondent was from middle
and higher middle class
<yan curd is rolling almost three times more than &mul Masti Dahi because of its
$uality, a"ailability and more number of product range
Most of the respondents buy the products based on the $uality <yan is the market
leader
%rand loyalty plays an important role for purchasing the product
Most of the respondent ha"e expressed that proper ad"ertisement isnecessary to
create demand in the market

&U,,E&T"ON&
*ince the set curd is consumed by upper class and upper middleclass,
company must go for the "erities of products like sugar freecurd for old age people,
slim curd for teen age with differentfla"our
Company should pro"ide commercial refrigeration supply to keepthe product in set form
The product needs ad"ertisement to create the brand "alue&"ailability of the product in
the shop is the most important factor
There is always a complaint from the distributors regarding supply
shortage from the company which can be checked by centraliDingthe distribution channel
in such case if the distributors does notha"e proper stock to supply the product in the
re$uired retail shopthen the problem can be sol"ed by taking it from the
otherdistributor of the &mul company which is nearby to their place
There is no doubt that &mul curd is a brand name, but it shouldcreate brand identity
Company should pro"ide expiry replacement facility to the retailers, which will
keeping the stock

*upply should be regular to all the outlets including those that liein the pocket roads and
not (ust in the outlets which lie on theeasily accessible routes
&mul has a relati"ely good distribution network, but still companyis not able to fulfill
the demand of outlet in the peak season whendemand is "ery high !ere company should
consider on the supplyof product in the peak season
+nly fresh product should be supply in the outlet The main causeof the supply of fresh
product is that customer always wants freshproduct They donWt want to take / or 0 days
old product

CONCLU&"ON
This pro(ect was of great importance to me, I ha"e learnt a lot in this pro(ect, &s we
know that &mul is a "ery big organiDation and market leader in dairy products It has
maximum market share in Milk, %utter and Cheese, which are its mainEcore products but
curd industry is also a profitable industry and the company cannot ignore it #ith the
help of research, company can find out its week points in curd and can increase its
market share through rectify mistakes 8inally I hearby conclude by saying that I was
really pri"ileged to work in the company like &mul and had got such a real time
exposure of 8MC< company

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