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To Study the Brand Image of Amul Dairy Firm in Raipur City

CONTENTS

1. INDRODUCTION

2. NEED OF STUDY

3. OBJECTIVES

4. SCOPE OF STHE STUDY

5. HYPOTHESIS

6. PRODUCT PROFILE

7. RESEARCH METHODOLOGY

8. CONCLUSION

9. SUGGESTION

10. LIMITATIONS

11. BIBLIOGRAPHY

12. APPENDIX

M.B.PATEL COLLEGE SAKOLI 1


To Study the Brand Image of Amul Dairy Firm in Raipur City

EXECUTIVE SUMMARY

This project was undertaken with the objective of promotional activity,- its effect
oncustomer satisfaction and market penetration of amul india pvt. Ltd.It also looked into
the different factor of promotional activity to the product in theretail outlets. The study
was conducted at amul india ltd, Gondia city. The retailer'spreference was studied through
using questionnaire.
A sample of some respondents was taken for the study, whose responses were studied and
Interpreted .the sampling design was used convenience sampling.
his topic provides me the detailed practical knowledge and its applications of marketing
strategy.
Finally the whole study of the research work, the company needs the
effectivedistribution channel and advertisement to aware the people for the amul product.

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To Study the Brand Image of Amul Dairy Firm in Raipur City

INDRODUCTION

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To Study the Brand Image of Amul Dairy Firm in Raipur City

INDRODUCTION

Our world today is characterized by the promotion. Every day when we Open the
newspaper or see view on T.V. channels we are bombarded with the advertisements. o aware
the people for the Company's Product., promotional activity is one of the t loosely used terms
in marketing, Sales promotion consist short term incentives encourage purchase and sales or
services.

The project delves into the workings from the distribution aspect of an FMCG
organization in detail. AMUL? being an FMCG company, attaches a lot of significance to the
distribution aspect of its business. The distribution channel of AMUL holds a lot of potential
in affecting the demand or sales of AMUL products through delivery on time, delivery of
variety of products, the retailer-friendliness of the policies being set by the distributors and
equitable distribution of products to all retail outlets in a particular region, to name a few.
In addition to this AMUL carried out Saks Promotional activities through Awarding
Toppers of 10* & 12th Students.

Sales promotion consists of diverse collection of incentive tools, most short=term


designed to stimulate and/or greater purchase of a particular product by consumers or trade.
Whereas Advertise offers a reason to buy, sales promotion offers incentive buy. Sales promotion
includes tools for consumer promotion (for example samples, Hipons, prizes, cash refund,
warranties, demonstrations, contest); trade promotion [for example buying allowance., free
goods, merchandise allowance^ Cooperative Advertising, advertising and display allowances,
dealer sales contests). lereas Awards like Vidya Bhushan and Vidya Shree are helps the
Company to create Social image in the eyes of Public and encourage the Students to get higher
iSeores in their Examinations, It also helps to aware the people about the Company. It ^automatically
works as Advertisement for the company.

Brand
A name, term, sign, symbol or design, or a combination of them, intended to identify
the goods or services of one seller or group of seller and to differentiate them from those of
competitors.

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To Study the Brand Image of Amul Dairy Firm in Raipur City

Brand Image

Brand image can be reinforced by brand communications such as packaging,


advertising, promotion, customer service, word-of-mouth and other aspects of the brand
experience./ Brand images are usually evoked by asking consumers the first words/images
that come to their mind when a certain brand is mentioned (sometimes called "top of mind").
When responses are highly variable, non-forthcoming^ or refer to non-image attributes such
as cost, it is an indicator of a weak brand image.

Good brand images are instantly evoked, are positive, and arc almost always
uniqueamong competitive brands.

Brand Equity

The "added value" endowed by the brand name is brand equity. It's a differential effect that
brand knowledge has on consumer response to the marketing of that brand,

Brand image can be reinforced by brand communications such as packaging, advertising,


promotion, customer service, word-of-mouth and other aspects of the brand experience./
Brand images are usually evoked by asking consumers the first words/images that come to
their mind when a certain brand is mentioned (sometimes called "top of mind"). When
responses are highly variable, non-forthcoming^ or refer to non-image attributes such as cost,
it is an indicator of a weak brand image.

Good brand images are instantly evoked, are positive, and arc almost always uniqueamong
competitive brands.

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To Study the Brand Image of Amul Dairy Firm in Raipur City

Brand Equity

Asset management/leveraging Consumer franchise (facilitates loyalty) Lower


communication costs Improved prices/margins/market share

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To Study the Brand Image of Amul Dairy Firm in Raipur City

AMUL DAIRY FIRM

Amul ("priceless" in Sanskrit), the brand name "Amul" from the Sanskrit
"Amoolya," (meaning "precious"}, was suggested by a quality control expert in Anand. Amul
is the largest food brand in India and world's Largest Pouched Milk Brand with an annual
turnover of US $1050 million (2006 07) Especially the highly successful one known as
AMUL will naturally wonder what combination of influences and incentives is needed to
multiply such a model athousand times over in developing regions everywhere." The Amul
Pattern has established itself as a uniquely appropriate model for rural development. Amul
has spurred the white revolution of India, which has made India the largest producer of milk
and milk products in the world]. It is also the world's biggest vegetarian cheese brandy
Products Amul's product range includes milk powders, milk, butter ghee5 cheese Masti Dahi,
Yoghurt, Buttermilk chocolate, ice cream, cream, Shrikharid Paneer, Gulab Jamuns, flavored
milk, basundi, Nutramul brand and others. In January 2006, Amul plans to launch India's first
sports drink Stamina, which will be competing with Coca Cola's Powerade and PepsiCo's
Qatorader In August 2007, Amul introduced Kool Koko, a chocolate milk brand extending its
product offering in the milk products segment. Other Amul brands are Amul Kool, a low
calorie thirst quenching drink; Masti Butter Milk: Kool Cafe, ready to drink coffee and
India's first sports drink Stamina.
Amul's sugar-free Pro-Biotic Ice-cream won The International Dairy Federation Marketing
Award for 2007.

Mascot

Since 1967 Amul products' mascot has been the very recognizable "Amul baby" (a
chubby butter girl usually dressed in polka dotted dress) showing up on hoardinp and product
wrappers with the equally recognizable taglinc Utterly Rutterly Delicious Amul The mascot
was first used for Amul butter. But in recent years in a second wave of ad campaign for Amul
products? she has also been used for other product like ghee and milk

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To Study the Brand Image of Amul Dairy Firm in Raipur City

ADVERTISINGS

Its advertising has also started using tongue-in-cheek sketches starring the Ampl baby
commenting jovially on the latest news or current events. The pun in her words has been
popular, Amul outdoor advertising uses billboards, with a humorous take on current events
and is updated frequently. The Amul ads are one of the longest running ads based on a theme,
now vying for the Guinness records for being the longest running ad campaign ever with
Smokey Bear.

AMUL BRAND BUILDING

GCMMF (AMUL) has the largest distribution network for any FMCG company. It
hasnearly 50 Sales offices spread all over the country, more than 3,000 wholesale
dealersand more than 5,00,000 retailers.
AMUL is also the largest exporter of dairy products in the country. AMUL is availabletoday
in over 40 countries of the world. AMUL is exporting a wide variety of productswhich

M.B.PATEL COLLEGE SAKOLI 8


To Study the Brand Image of Amul Dairy Firm in Raipur City

include Whole and Skimmed Milk Powder, Cottage Cheese (Paneer)? UHT Milk,
Clarified Butter (Ghee) and Indigenous Sweets, The major markets are USA, WestIndies,
and countries in Africa, the Gulf Region, and [SAARC] SAARC neighborhood,Singapore,
Philippines, Thailand, Japan and China.
In September 2007, Amul emerged as the leading Indian brand according to a survey
bySyncopate to find out Asia's top 1000 Brands

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To Study the Brand Image of Amul Dairy Firm in Raipur City

NEED OF STUDY

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To Study the Brand Image of Amul Dairy Firm in Raipur City

NEED OF STUDY

Managers are always curious about the position of their company's products in the
market which largely depend upon the company's goodwill, and the position of their brand. In
order to maximize the sale and profit^ company must deliver outstanding satisfaction to the
retailers, wholesaler & customers. So market survey of retailers, wholesalers & customers,
chart out the position of the company as compared to the competitors. It helps the
organization to find out the brand being sold most by the retailers along with their stocking and
also consumer buying preferences.

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To Study the Brand Image of Amul Dairy Firm in Raipur City

OBJECTIVES

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To Study the Brand Image of Amul Dairy Firm in Raipur City

OBJECTIVES

Mission, purpose, or standard that can be reasonably achieved within the expected
timeframe and with the available resources. In general, an objective is broader in scope than a
goal, and may comprise of several different goals. Objectives arc the most basic planning
tools Mission underlying all planning and strategic activities.

° study overview of AMUL as a company among the customers. To know the value of brand
image of AMUL dairy firm. To compare AMUL with other brands in the market. To study
the quality & variety of products offered by AMUL dairy firm. To study the Sales
promotional strategy of AMUL in Gondia City. To study the awareness of Amul product
among the people in Gondia City. To know the factors which affects consumer's buying
behavior to the purchase Amul Product.
To analyze the promotional activity arid its effect Ott Customer product buying decision.

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To Study the Brand Image of Amul Dairy Firm in Raipur City

SCOPE OF STHE STUDY

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To Study the Brand Image of Amul Dairy Firm in Raipur City

SCOPE OF STHE STUDY

1. This project for increasing Sale and find out weaknesses of Amul product in the
Market.
2. There is a study to increase in consumers and retailers expectation.
3. This project will lead to necessary insight and requisite data to accomplish the
preceding motive.

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To Study the Brand Image of Amul Dairy Firm in Raipur City

HYPOTHESIS

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To Study the Brand Image of Amul Dairy Firm in Raipur City

HYPOTHESIS

A hypothesis is a proposed explanation for an observable phenomenon. The


termderives from the Greek, hypotithenai meaning "to put under" or "to suppose."For a
hypothesis to be put forward as a scientific hypothesis, theScientific method requires that one
can test it. Scientists generally basescientific hypotheses on previous observations that cannot
satisfactorily beexplained with the available scientific theories.
Hypothesis is a preliminary or tentative explanation or postulate by theresearcher of what the
researcher considers the outcome of an investigation willbe.f-0 Amul has good brand image
in the eye of the customer. //H-4'Amul has maintained the good quality of its products in the
market.
Amul has provided variety of products to the customers.
H-3 Promotional activity used by Amul co. leads into No.l position in Gondia City region.
H-4 Promotional Strategy influences the customer Product buying decision. Motivation of
Customer interest on Amul product.

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To Study the Brand Image of Amul Dairy Firm in Raipur City

PRODUCT PROFILE

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To Study the Brand Image of Amul Dairy Firm in Raipur City

PRODUCT PROFILE
List of SOME Products
Breadsprejuls

Amul Butter
Amul Lite Low Fat bread spread
Amul Cooking Butter
AMUL BUTTER is made from Butter, Common Salt, permitted natural colour- Annatto.

Special Features
Made from fresh cream by modem maehines.Marketed in India since 4 decades.

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To Study the Brand Image of Amul Dairy Firm in Raipur City

AMUL PURE GHEE : A Low Fat Low Cholesterol Bread Spread

Unlike Butter & Margarine, Amul Lite is a low-fat, low=caloric & low-cholesterol
bread spread, hence a healthier substitute. It contains 26% less fat and caloric content as
compared to butter or margarine.
Cheese Range

 Amul Pasteurized Processed Cheddar Cheese


 Amul Processed Cheese Spread
 Amul Pizza (Mozarella) Cheese
 Amul Shredded Pizza Cheese
 Amul Emmental Cheese
 Amul Gouda Cheese
 Amul Malai Paneer (cottage cheese). Frozen,
 Refrigerated and Turned
 Utterly Delicious Pizza

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To Study the Brand Image of Amul Dairy Firm in Raipur City

Mithaee Range (Ethnic sweets)

 Amul Shrikhand
 Amul Amrakhand
 Amul Mithaee Khoya Gulabjamuns
 Amul Mithaee Gulabjamun Mix
 Amul Mithaee Kulfi Mix
 Amul Basundi
 Avsar Ladoos

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To Study the Brand Image of Amul Dairy Firm in Raipur City

Amul Shrikhand

AMUL SHR1KIIAXD is made from Chakka, Sugar and flavoring agents/fruits (Elaiehi,
Saffron, Mango pulp)

Amul chocolates

AMUL CHOCOLATE is made from Sugar, Cocoa Butter, Milk Solids, Chocolate mass

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To Study the Brand Image of Amul Dairy Firm in Raipur City

Chocolate & Confectionery

Amul Fruit & Nut Chocolate


Amul Bindazz
Amul Rejoice
• Amul Kesar

Milk drinks

Amul Kool Flavoured Milk (Mango, Strawberry, Saffron, Cardamom,


Rose, Chocolate, Butterscotch) (Right now AMUL stopped its AMUL
KOOL Production)
Amul Kool Cafe Amul Sexy GumsAmul Kool Koko

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To Study the Brand Image of Amul Dairy Firm in Raipur City

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

Milk Powders

Amul Full Cream Milk Powder


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

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To Study the Brand Image of Amul Dairy Firm in Raipur City

Amul Instant Full Cream Milk Powder

AMUL INSTANT FULL CRLAM MILK POWDLR (Spray Dried) is made from Toned p
Milk, Vitamins A & D.
"AMUL SPRAY INFANT MILK FOOD" is made from partially skimmed milk, sugar,
minerals and vitamins.

Fresh Milk

Amul Taaza Toned Milk 3% fat


Amul Gold Full Cream Milk 6% fat
Amul Shakti Standardized Milk 4.5% fat
Amul Slim & Trim Double Toned Milk 1.5% fat
Amul Saathi Skimmed Milk 0% fat
Amul Cow Milk

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To Study the Brand Image of Amul Dairy Firm in Raipur City

Curd Products

Amul Yogi Sweetened A Flavored Dahi (Dessert)


Amul Masti Dahi (fresh curd)
Amul Lite Dahi
Amul Prolife Probiotic dahi (Fresh Probiotic Curd)
Amul Butter Milk (Available Fresh in Pouch Pack)
Amul Masli Spiced Butter Milk
Amul Lassee

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To Study the Brand Image of Amul Dairy Firm in Raipur City

Amul Taaza Full Cream Milk


Amul Taaza is Long Life double toned milk. It is fresh and only fresh milk, which has
been processed with a technology called UHT (Ultra High Temperature), hence also known as
UHT milk. Notwithstanding popular misconception, UHT technology does not involve any use
of preservatives. The UHT treatment ensures zero microbial activation, while preserving the
maximum flavor, taste, and nutritional value. The aseptic packaging system protects the
product from air and light and guarantees a long shelf life of 180 days without refrigeration.

Amul Lite Slim and Trim Milk

Amul Lite is Long Life skimmed milk. It is fresh and only fresh milk, which has been
processed with a technology called UHT (Ultra High Temperature), hence also known as UHT
milk. Notwithstanding popular misconception, UHT technology does not involve any use of
preservatives. The UHT treatment ensures zero microbial activation, while preserving the
maximum flavor, taste, and nutritional value. The aseptic packaging system protects the product
from air and light and guarantees a long shelf life of 180 days without refrigeration.
Amul Masti Spiced Buttermilk

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To Study the Brand Image of Amul Dairy Firm in Raipur City

Amul introduces the Best Thirst Quenching Drink which is Free of Colour, Preservatives, Acids
and Sucrose Sugar (unlike Cola drinks)AMUL PURE GHEE is made from Milk Fat

Amul Masti Spiced Buttermilk

Amul introduces the Best Thirst Quenching Drink which is Free of Colour, Preservatives, Acids
and Sucrose Sugar (unlike Cola drinks)AMUL PURE GHEE is made from Milk Fat

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To Study the Brand Image of Amul Dairy Firm in Raipur City

Annil Ice creams

Nut-o-Mania Range (Kaju Drakshi, Kesar Pista, Roasted Almond, Kesar


Carnival, Badshahi Badam Kulfi, Shista Pista Kulfi)Simply Delicious Range (Vanilla, Strawberry,
Pineapple, Rose, Chocolate)Millennium Ice cream (Cheese with Almonds, Dates with Honey)Milk Bars
(Chocobar, Mango Dolly, Raspberry Dolly, Shahi Badam Kulfl,, ShahiPista Kulfi, Mawa Malai Kulfi,
Green Pista Kulfi)Tricone Cones (Butterscotch, Chocolate)

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To Study the Brand Image of Amul Dairy Firm in Raipur City

Competitors in the Market

Below is the list of competitors and the products which they market against AMUL. With in last 5 years
the competitors in the market have increased to approximately twice but AMUL has maintained its
brand value and still number one in dairy products.

Products/Brands Competitors
Butter Britannia, Nestle
Cheese Britannia
Baby Food Nestle, Heinz
Dairy Whitener Segment Britannia, Nestle
Ice Cream HUL
Chocolate & Confectionaries Cadbury> Nestle
Pizza Pizza Hut, Dominos, Nirulas Frozen Pizza
Curd ___ Nestle, Mother Dairy
Ultra High Treated Milk Britannia, Nestle
Sweet Condensed Milk Nestle
Panecr Britannia
Milk Additives Cadbury^ Smimkline Beecham
Flavored Milk Britannia, Nestle

Strategies

Over the years,, Amul has adopted many tactics. Nevertheless., few of the many strategies
followed by them are:
Ice cream: Amul parlours; launched "Fundoo" to combat FflJL's Max,
Pizza; Launched ready to cook pizza "Utterly delicious".
Butter: Protect market share with price,
Curd: Alipunent with other milk coops
Dairy whiterners: Dominate with Amulya.

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To Study the Brand Image of Amul Dairy Firm in Raipur City

PROMOTIONAL ACTIVITIES:

A successful product or service means nothing unless the benefit of such a service can be
can
communicated clearly to the target market. An organizations promotional strategy consist of:

Advertising: Is any non personal paid form of communication using any form of mass media?

Public relations: Involves developing positive relationships with the organization media public.
The art of good public relations is not only to obtain favorable publicity within the media, but it
is also involves being able to handle successfully negative attention.

Sales promotion: Commonly used to obtain an increase in sales short term. It involves using
money off coupons or special offers.

Promotion Tools Used

The consumer promotion tools mean the promotion activities, which are beneficial for
consumers as well as company. Such as price discounts, samples., cash refund, premiums,,
prizes, scratch cards and coupons etc. AMUL decided to use discount coupons and Scratch
cards for promoting the Sales,
The company also promoted their products by awarding the 10th and 12th Toppers of the Schools and
Colleges.
It makes easy to create a Social image in the eyes of public It also helps the company
to aware people about their product.
• The consumers are seduced to buy the product.
• It helped to increase sales volume.
• Consumer can get good quality of good in cheaper price.
• It can attract the new consumers and customers buying other milk brands.
• It induced to make some subsequent purchases.
• Give little permanent gain in market share.

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To Study the Brand Image of Amul Dairy Firm in Raipur City

RESEARCH METHODOLOGY

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To Study the Brand Image of Amul Dairy Firm in Raipur City

RESEARCH METHODOLOGY

Research has its special significance in solving various operational and


planning problems of business and industry. Research methodology is to
systematically analyxc the research problem. Research is an economic activity and
as such the term should be used in a technical sense. Research in common parlance
refers to a search for knowledge.

Definition

"Research comprises defining problems, formulating, hypothesis or suggested


solution, collecting and evaluating data, making deduction and reaching and
determine whether they fit the formulating hypothesis. "
CLIFFORD WOODY
Research methodology
Research methodology is a way to systematically solve the research problem. It is a
science of studying how research is done scientifically. In it we study the various steps
that arc generally adopted by all researcher in studying his problem along with the
logic behind them it is necessary for methods but also consider the logic behind the
method we use in the contest of our research study and explain why we are using a
particular methods or technique and why we are using a particular methods or
technique and why we not using other so that research result arc capable of belling
evacuated either by the research himself or by others.
The first step in research is to define the problems carefully and agree on research
objectives. The second steps of marketing research calls for developing the efficient plan
for gathering the needed information generally there are two of data used.

Research objective

To study the brand image of AMUL DAIRY FIRM in the market

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To Study the Brand Image of Amul Dairy Firm in Raipur City

Methods of data collection

The source of information is generally classified as primary and secondary.

a) Primary data

v
The information given / collection by individuals or group constitute primary source.
Methods of generating primary data Survey
Personal interview Group interview Observation Questionnaire

b) Secondary data

Books, diary, manscrupt, letter,, magazine? internet etc. are the secondary or documentary
source. The researcher for this dissertation has decided to use primary source as interview
schedule and secondary source as books and internet for data collection.

Tools of Data Collection

Interview schedule & questionnaire was used as tool


for primary source of data collection,
b) Interview schedule consist of number of question typed m a definite order or form,

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To Study the Brand Image of Amul Dairy Firm in Raipur City

LIST OF THE SCHOOLS


Following are the Name of some Schools of Gondia City from where the nominations
for the awards Vidyashree & Vidyabhushan of 10th& 12th Toppers are taken.

Sr. No. Name of the Super Stores Address


1 \ St. Zavier High School Balaji Nagar, Hingna Road
2 Balaji High School Balaji Nagar, Hingna Road
3 Santiniketan High School & Jr. Digdoh, Hingna
College
4 Bishop Cotton School Residency Road, Sadar
5 St. Francis De-Sales High School Sadar Bazaar, Sadar
6 Monfort School Wardha Road
7 Narayan Vidyalaya Wardha Road
8 Tip Top Convent Dindayal Nagar
9 Santaji Mahavidyalaya Chatrapati Sq., Wardha Road
10 New English School Congress Nagar
11 Keshav Nagar High School Jagnade Square, Nandanwan
12 Rajendra High School Nandanwan
13 Manila Mahavidyalaya Sangam Talkies Road, Nandanwan
14 Jawahar High School Nandanwan
15 Bhagwati Girls High School New Nandanwan
16 Govt. Technical Jr. College Shaburdi
17 Anjuman Urdu High School Killa Road, Mahal
18 C.P. &Berar Jr. College Tulsibag Rd.? Mahal
19 M. Abdul Kalam High School Gandhibag
20 Vidarbh Buniyadi High School Sakkardara Square
21 Prakash High School Gandhibag
22 Prerna Covent & Jr. College Reshimbag
23 Sharda Mahila Mahavidyalaya Umred Road
24 M.B. Convent High School Dosar Vasya Bhawan? Central
Avenue
25 Binzani Girls Jr. College Mahal
26 Crescent English High School Lodhipura., Central Avenue
27 New English School Mahal

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To Study the Brand Image of Amul Dairy Firm in Raipur City

LIST OF THE SUPER MARKET

Following is the list of the some Super Markets and their details of Gondia City.
Sr, No. Name of the Super Stores Location Area of Distributor
1 , Six Ten Super Bazaar Kadvi Chauk Balaji Agency
2 Six Ten Super Bazaar Indora Chauk Balaji Agency
3 Six Ten Super Bazaar Mahal Balaji Agency
4 Six Ten Super Bazaar Vaishali Nagar Balaji Agency
5 Purti Super Bazaar Lakxmi Nagar Nainka Enterprises
6 Six Ten Super Bazaar TatyaTope Hall Nainka Enterprises
7 Big Bazaar Wardhman Nagar Neha Milk
8 Apna Bhandar Shastri Nagar Neha Milk
9 Reliance Fresh Wardhman Nagar Neha Milk
10 Day-2-Day Wardhman Nagar Neha Milk
11 Reliance Fresh Omkar Nagar Pawanputra Milk
12 In & Out Chhaoni Pawar Dudh Kendra
13 Six Ten Super Bazaar Bairamji Town Pawar Dudh Kendra
14 Six Ten Super Bazaar Jafar Nagar Pawar Dudh Kendra
15 Garima Super Bazaar Mankapur Pawar Dudh Kendra
16 Nirmal Bazaar Pagalkhana Square Pawar Dudh Kendra
17 Apna Bhandar Subhash Nagar Pravin Milk
18 Anand Purti Super Bazaar Jaitala Road Pravin Milk
19 Purusottam Super bazaar Trimurti Nagar Priyank Milk
20 Purusottam Super bazaar Gopal Nagar Priyank Milk
21 Gurukripa Super Bazaar Pratap Nagar Priyank Milk
22 Narayan Super Bazaar Pratap Nagar Priyank Milk
23 Big Bazaar Lokmat Square Sanjay Sales
24 Purusottam Super Bazaar Dharampeth Sanjay Sales
25 Six Ten Super Bazaar Gokulpeth Sanjay Sales
26 Six Ten Super Bazaar Ravi Nagar Sanjay Sales
27 Bapat Super Bazaar Dharampeth Sanjay Sales
28 Reliance Fresh Mate Square Vedika Marketing
29 Friends Super Bazaar Friends Colony V & V Enterprise
30 Poonam Bazaar Sadar V & V Enterprise

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To Study the Brand Image of Amul Dairy Firm in Raipur City

DATA ANALYSIS AND INTERPRETATION


Conducted survey results are shown in the form of below pie-chart:

Do you use dairy products?

USE OF DAIRY PRODUCTS


Yes 100
No 0

Do you use dairy Products

0%

YES
NO

100%

Conducted survey shows that 100% people use the dairy product in one from or other.

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To Study the Brand Image of Amul Dairy Firm in Raipur City

What Kind of dairy products do you use?

DAIRY PRODUCT
Branded 78
Non Branded 22

Dairy Product use

Branded
22%
Non
Branded

78%

Conducted survey shows that 78% people use branded products and 22% use non branded products.

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To Study the Brand Image of Amul Dairy Firm in Raipur City

What brand name could you remember for dairy products?

REMEMBER DAIRY PRODUCT


AMUL 70
BRITANIA 30
SUGAR 0

Other Product

0% Amul

30% Britania

Sugar
70%

Conducted survey shows that 70% people remember Amul as brand name and 30% Britania as brand
name in daily product category.

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To Study the Brand Image of Amul Dairy Firm in Raipur City

How often you use this product?

AMUL PRODUCT USE OF PEOPLE


DAILY 35
WEEKLY 39
MONTHLY 26

People Use

Daily
26%
35% Weekly

Monthly

39%

Conducted survey shows that 35%) people use Amul product daily, 39% weekly and 26% monthly.

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To Study the Brand Image of Amul Dairy Firm in Raipur City

How often you buy the same brand of product?

SAME BRAND PRODUCT


Frequently 26
Offenly 57
Rarely 17

Same Brand Product

17%
26%

Frequently
Offenly
Rarely
57%

Conducted survey shows that 26% people use same brand of product frequently, 57% offently
and 17% rarely.

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To Study the Brand Image of Amul Dairy Firm in Raipur City

What aiiiill's product do you prefer mostly?

Products No. of Percentage


Butter 35
Paneer 51
Milk 6
Other 8

Mostly Prefer Products


6%
8%
35%
Butter
Paneer
Milk
51%
Other

B Butter a Paneer Milk u Other


Conducted survey shows that 39% people use'butter, 56% milk and 6% r.cer as most
preferred Amul product.

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To Study the Brand Image of Amul Dairy Firm in Raipur City

What motivates you to buy Amul's brand of products?

Brand Products No. of Percentage


Name 20
Quality 50
Varity 15
Taste 15

Motivated of Brand Products

15% 20%

15% Name
Quality
Variety
50% Taste

Conducted survey shows that 22% people said name, 56% quality, 6% and 17% taste motivated
them to buy Amul brand products.

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To Study the Brand Image of Amul Dairy Firm in Raipur City

Will you recommend your preferred brand of dairy product?

Dairy Product No. of Percentage


Yes 76
No 24

Dairy Product Recommed

24%

Yes
No
76%

Conducted survey shows that 76% people recommended their preferred rand while 24% said
no.

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To Study the Brand Image of Amul Dairy Firm in Raipur City

How do you scale your Amul's brand of dairy products?

Scale No. of Percentage


35 35
42 42
23 23
0 0

Scal of Dairy Products


0%

23%
35%
Average
Very Good
Good
42% Excelent

Conducted survey shows that 33% people-rated AMUL brand of dairy product as very
good, 39% good and 22% excellent.
Survey is conducted on the variety of age group as shown in above chart. Majority of people
participated in survey were from 15-25 year old, but from other age groups also people provided
their opinion.

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CONCLUSION

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To Study the Brand Image of Amul Dairy Firm in Raipur City

CONCLUSION

As we know that Amul is very big organization and market leader in dairy products. It has
maximum market share in Milk, Butter,, Cheese and Ice-Cream which are its main/core
products. With the help of research,, company can find out its week points inMilk product and
can increase its market share through rectify mistakes. People have believed in Amul's product
and they will accept it also if effective actions were taken.
AMUL has done exceptionally well in maintaining the brand, quality, stability and
competitiveness in price and varieties in products

The survey resulted into following conclusions:

 Every one use dairy product in one form or other.


 Almost 78% people told that they use only branded dairy product.
 Near about 70% people felt AMUL branding strategy effective and almost
35% people use AMUL product daily.
 Although percentage of people using same brand of product is not much
but still the share of AMUL in that brand loyalty is high.
 Butter and milk are two most preferred AMUL products.
 AMUL is the most preferred in the people age group of 15 to 35
 People liked the animated girl and concept of the AMUL advertisement very much.
 Most important things which almost everyone felt in any dairy product are the quality;
which AMUL has maintained very well throughout.

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To Study the Brand Image of Amul Dairy Firm in Raipur City

SUGGESTION

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To Study the Brand Image of Amul Dairy Firm in Raipur City

SUGGESTION
Amul has different variety but it should aware people about their variety ofproduct.

Amul should apply good sales promotion scheme for their products like PaneerPizza
Sweets etc,
Since Amul is having loyal customers it should concentrate more on this factorthrough
various potential programs such as campaign, offer etc. this will help toincrease the loyalty
towards Amul products.

Quality and brand image plays a dominant role. Milk &milk products move in themarket due
to its quality and brand .therefore it should be maintains the same.
Supply of products must be regular.
Credit facility should be made available.
Replacement facility must be there.
Margin provided to retailer should be satisfactory.
All the required products must be available on time.
Attention must be paid to small retailer.
Distribution channel must be effective.

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LIMITATIONS

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To Study the Brand Image of Amul Dairy Firm in Raipur City

LIMITATIONS
Throughout the study utmost care has been taken to avoid biases
errors so as to ensure authenticity and accuracy. But there is
possibility for some discrepancies to come in between due to
following limitation,
Respondents may give their biased opinions as they know the identity Of
interviewer.

The study is not free from sampling error.

The data is collected from Gondia territory so it is not universally

Applicable.

Assumption made by respondent suggest that views and suggestion

Given by the respondent as his or her own perception or idea.

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To Study the Brand Image of Amul Dairy Firm in Raipur City

BIBLIOGRAPHY

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To Study the Brand Image of Amul Dairy Firm in Raipur City

BIBLIOGRAPHY
Books:
Marketing Management (12th Edition) Research Methodology Marketing management
Websites:
• http://www.wikipedia.com
• http://en.wikepcdia/wiki/Amul
• http://www.amul.CQm
• http.//www.amuldairy.CQin
• http://markctresearch.com
» http://www.scribd.cQm

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APPENDIX

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To Study the Brand Image of Amul Dairy Firm in Raipur City

The Tawe of India


ANNEXTURE

1. Do you use dairy products? Yes O No O


2. What kind of Dairy Products do you use? Branded O Non Branded O
3. What brand name could you remember for dairy products?
AmulO brittaruaQ SagerO
4. How often you use these products ?
Daily O weekly O Monthly O
5. How often you buy the same brand of product?

Frequently O Often O Rarely O


6. What amul's products do you prefer mostly?

Butter O Milk O PaneerO Other O


7. What motivate you to buy Amul's brand of products?

NameO Quality O Price O Variety O Taste O


8. Will you recommend your preferred brand to others?
YesO NoO
9. How do you scale your amul's brand of dairy products?
Average O very Good O Good O Excellent
O
10. Name of customer?

Age?10-15 15-25 25-35 35-45 45 &


Above
11. Occupation?

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CASE STUDY
Some of the case studies are taken from the Retailers.
1. Name of the Outlet
2. Detail of the Outlet

3. Type of Outlet a)
Convenience 3. c) Super
b) Small Retail Shop
Store Market

4. How long have you been into the business?


a) Less than 1 year b) 1 to 3 years
c) More than 3 year
5. Which company Product do you stock?
1) Amul 2) Dinshaw
3) Both 4) others
6. Which kind of Amul Milk and Curd you are selling?
1) Amul Tazza 2) Amul Gold 3) Amul Shakti
4) Other
8. Do you receive Credit from the AMUL company/distributor?
l)Yes 2) No
9. Is discount available for purchase of AMUL products?
1) Yes 2) No 3) Not available
10. Are you satisfied with AMUL services especially with Milk &, Curd? If not give the Reason?
l)Yes 2) No
Reason

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