GCMMF

Gujarat co-operative milk marketing Federation (GCMMF) is a

farmers co-operative in India marketing the dairy product of the milk co-
operative in the state of Gujarat. It has been a successful enterprise, and its
flagship brand Amul has become one of the Indian best recognized brand
names in India.

AMUL

Amul means “priceless” in Sanskrit. The brand name “Amul,” from the
Sanskrit “Amoolya,” was suggested by a quality control expert in Anand.
Amul products have been in use in millions of homes since 1946. Amul
butter, Amul milk powder, Amul ghee, Amul cheese, Amul gulab jamun
instant mix and tin, Amul chocolates, Amul shrikhand, Amul ice-cream.
Amul is a leading food product brand in India. Today Amul is a symbol of
many things of high quality products sold at reasonable prices. While Amul
may justifiably take pride in having built the largest food product business in
the country.
 Objective of the study

 Consumer awareness about Amul Gulab Jamun Instant mix and Tin.

 Consumer buying behaviors.

Market Penetration.

Data collection.
1. Data sources

 Secondary data sources: Previous research findings, sales data

available at marketing office, sales data available at distribution chain.
Primary data sources: data collection from consumer and retailers.

2. Data collection method.

Secondary data collection method: Searching from research report,

company’s physical data storage.
Primary data collection method: By way of structured questionnaires
through personal interview of customer and retailer.

Sample size
 : 200 Household
: 200 Retailer
Data Analysis

Consumer Awareness.

80%
60%
Awareness

40% Series1
20%
0%
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Brand

It was observed that people are well aware with traditional product like
Amul milk, ghee, butter and ice cream. But it surprises when they display
poor awareness for product like gulab jamun instant mix & tin. Specifically
the Amul gulab jamun tin suffers from the low awareness.

Consumer buying behaviour.

Influencing factor Rank
Quality 1
Taste 2
Brand name 3
Price 4
Package 5
Availability 6

Consumer attribute quality as influencing factor for purchase of respective

brands. They also consider taste as second criteria for purchase. The third
preference is given to brand name. They don’t give much important to price,
package and availability because there is no much price differentiation
within different players, package are also almost same.

Percentage of retailer who sales different brand of Gulab Jamun Instant

mix & tin.

32%
YES
NO
68%

Different brand presence at retailer outlet.

80%
60%
Retailer

40% Series1
20%
0%
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Brand

From the data seen in the graph, it is clear that 68% of retailer keep gulab
Jamun instant mix& tin. Amul, 22% of total retailer keeps GITS 71% and
Ramdev 63% of total retailer keep Ganesh, 28% of total retailer keep
Gajanand 16% and nestle, 9% of total retailer keep. Retailer keeps less
Amul gulab Jamun instant mix because of less consumer demand and there
is a no replacement facility so if the product is not sale there will be a loss
for retailer.

Percantage of market share of Gulab Jamun product.

80%
Market shares

60%

40% Series1

20%

0%
Amul Gits Ramdev Other
Brand

GITS is at dominant position by capturing highest market shares and

“Ramdev” stood at second position and “Amul” stood at third position with
considerableacceptancein the market.
Recommandation
 1. It is observed that some fraction of respondent who consume Gits and
Ramdev prefer Amul as an alternative brand, thus by converting such
prospective customers into first time research, users Amul can realize
increase in sales figure.

2. By increasing frequency of advertising and proving display materials,

Amul can simulate retailer to store more Amul gulab jamun and consumer to
buy more. Consumer awareness can be increased.

Conclusion

By analyzing the survey finding it is concluded that Amul is a leader in the

dairy industry. Amul julab jamun has a very low market share even though
Amul has a positive image in the mind of retailers. To compete with MNC
such as Gits, GCMMMF have to build a strong brand image for gulab jamun
product.