INTRODUCTION

Formed in 1946, Amul has initiated

the Dairy Cooperative movement in
India and formed an Apex
Cooperative Organisation, Gujarat
Cooperative Milk Marketing
Federation Ltd. (GCMMF), jointly
owned by some 2.1 million milk
producers in Gujarat, India. Its
products, including milk powders,
liquid milk, butter, ghee, cheese,
chocolate, ice cream and pizza are
widely used throughout India and
abroad and have made Amul the largest food brand in India today with
an annual turnover of some Rs. 23 Billion ($US 500 million) per annum.
The story of Amul which inspired operation flood' and heralded the
'White Revolution' in India began with two village cooperatives and 250
liters of milk per day, nothing but a trickle compared to the flood it has
become today. Today Amul collects, processes and distributes over a
million liters of milk and milk products per day, during the peak, on
behalf of more than a thousand village cooperatives owned by half a
million-farmer members. Amul too has become a symbol of the
aspirations of millions of farmers. Creating a pattern of liberation and
self-reliance for every farmer to follow.

1
 AREA OF RESEARCH
We would like to research on perception of AMUL in the minds of the
consumers. Since Amul has a presence in almost all dairy products we think it
should look at becoming a food brand rather than just a dairy brand. This
project will involve primary as well as secondary research.

SECONDARY RESEARCH
About the Dairy Sector in India
India's dairy industry has long been the largest and one of the most primitive
in the world. Suddenly, however, Indian dairying is being engulfed by change
from all directions. Consumer demand is surging, mainly because India's
economic growth (at 7 percent annually) has lately been about three times as
rapid as its population growth (1.8 percent). Milk consumption has more than
doubled since 1980, to a projected 74 million tons in 1998. But per capita
consumption is still only about two-thirds of the World Health Organization's
recommended minimum.

INDIA HAS ALLOWED private businesses to enter milk marketing in the 1990s.
Previously, this was an area reserved for cooperatives. Private investment
has doubled the country's milk-processing capacity, and companies are
eagerly exploring new products (like ice cream and cheese) and new market
outlets (such as fast-food restaurants). Last year, India partially liberalized
imports of processed cheese. It's not a major consumer item yet, but India
will soon be forced by its obligations under the World Trade Organization to
permit more dairy product imports. For 20 years, India has said it could not
permit imports because of a "balance of payments crisis." In recent years,
however, India's exports have risen by as much as 20 percent per year, and
the WTO is insisting on expansion of imports.
INDIAN DAIRY FARMERS face a tough challenge in further boosting milk
production. High-quality feed is scarce and getting rapidly more expensive as
demand rises. Meanwhile, the country's 11,000 centers for artificial
insemination perform 4 million inseminations per year, trying to produce
cattle that can tolerate the country's high heat, humidity and pest pressure—
and still produce high milk yields. Most of the semen is from Holstein and
Brown Swiss bulls. India approved limited sales of bovine growth hormone
last year, in a few states and only for buffaloes. Half of India's milk is from its
buffalo (not to be confused with American bison). The BGH increased milk
yields by 10 percent to 20 percent per animal.

THE ICE CREAM industry, which was formerly reserved for small businesses,
has been opened to all comers. A few multinationals and lots of Indian
companies are pursuing this sector of the "recreational food" market. Fast-
food restaurants are demanding more Western-style cheeses such as
cheddar and mozzarella. Processors are trying to produce them, but costs are
high and quality is still poor. To date, India has permitted virtually no dairy
imports except modest amounts of nonfat dry milk to supplement domestic
milk during the hot summer "lean season" for India's own dairying. (Hotels
are allowed to bring in small amounts of Western cheese for tourists.)
2
THE DAIRY INDUSTRY has so far been run primarily to benefit the small dairy
farmers with one to three cows, who carry their milk in buckets to a local milk
cooler owned by their dairy cooperative. Feed will remain scarce and
expensive. India wants not only more milk but more cotton, more sugar,
more peas and more edible beans. They all require land and water, which are
scarce in densely populated India. Three-fourths of the Hindus say they will
eat meat (though not beef) when they can afford it. And meat is also
resource-expensive.
THE BIGGEST CHANGE of all for India's dairying is the country's newly positive
attitude toward economic growth. For most of the years since Mahatma
Gandhi came to power in the 1940s, India was staunchly committed to his
ascetic brand of socialist nationalism. Economic growth had a low priority. In
recent years, however, satellite-fed community TV sets have been bringing
the 20th century to rural India and setting off a social revolution.
ECONOMIC liberalization began only in 1991, but during the last election, all
27 of the registered political parties were publicly committed to double-digit
rates of industrial growth. India's economic growth is still erratic, partly
because of its big, monsoon-dependent agriculture. But a bigger hindrance is
continued resistance to economic reforms by bureaucrats and the labor
movement. India's export mix is still too narrow and is heavily focused on
textiles and computer software. But with India's new thirst for economic
growth and its membership in the World Trade Organization, its per capita
income will rise over time. Growth of dairy imports will start small and in
nontraditional products like Western-style cheeses and ice cream mixes. Over
time, however, India's dairy imports could become very substantial,
especially if WTO farm trade rules are liberalized.
The Indian Dairy Advantage
• Size: India is possibly the largest contributor of milk and milk products
to the world.

• Communication: Made easier due to widespread use of English

among the educated farmer.

• Government: India is the world's largest independent judiciary, well

established and free from government interference.

• Geography: Geographical location in the center of the eastern

hemisphere.

• Low inflation rate: Rarely double digit

• Low margin of retail selling

• A pool of inexpensive technical and non-technical manpower

• At 20 cents a liter, the farm-gate price of milk is perhaps the lowest in

the world.The native dairy farmer does not receive any subsidy. So the
Indian milk products in the post-GATT world can out compete those
from many advanced nations that now dominate global markets. As
per recent data available, the cost of milk per 100 kg was at $14.75 in

3
 India as compared to $15.5 in New Zealand and $33 in USA and EU
countries.

• High Volumes: With her current output of 78 million tonnes, India is

already the world’s largest milk producer. While its annual milk
production growth rate averages about 5 per cent, the domestic
market for products like butter, powder, cheese, ice cream, dairy
whiteners and spreads is galloping at 10-15 per cent per year.

• New dairy enterprises are cropping up in hundreds: a few with

foreign collaboration have come up. Some make specialty dairy
products like cheese, casein, lactose and whey proteins. The advent of
foreign brands produced in India is changing the profile of the national
dairy industry. In fact, any multinational food company looking for
overseas manufacturing facilities would find India irresistible. Already,
companies like Heinz, Britannia, Nestle and Nutricia are gaining
popularity. Baskin Robbins and Blue Bunny have also made its debut
with a range of premium ice creams. Others are testing the waters
before making their debut.

INTERNATIONAL FOOD BRAND PORTFOLIO

Since the influence of westernization can already be felt in India, it has
become important to study leading global food companies and see how far
their brands stretch, whether they stretch across food categories or just
across different products in the same category. In order to develop this
International Food Brand Portfolio companies like Danone, Nestle-UK and
Nestle Malaysia, Unilever, Kraft and Heinz which are global leaders have been
studied.Also existing brands which have their presence in India have been
plotted to see where Amul stands in comparison to brands like Brittania ,
Nestle and Hindustan Lever Limited.
The following pages give a diagrammatic illustration of our findings with
respect to the above brands.

4
 PRIMARY RESEARCH
It is important to find out the brand image of Amul in people’s
minds, in terms of the GCMMF co-operation and also in terms of which
products they associate most with, Amul. A questionnaire will have to be
formulated based on this and students will form our target audience. Even
though the product launches will be on a national level we will be restrict our
sample size to only Mumbai.

1.Method of questioning

METHOD OF DATA COLLECTION

The two main methods by which primary data can be collected are
observation and communication.
In our research we have collected primary data by means of
communication i.e we designed a questionnaire with a view to collect the
requisite information.
Some of the advantages of choosing a structured questionnaire were as
follows
• It facilitates the collection of information in a systematic and orderly
manner as the questions have been formulated in advance.
• Since the questions asked by us happen to be identical and were asked
I the same order, the information is generally not vitiated on account
of the varying characteristics of we interviewers.
• Such a questionnaire makes it far easier to edit, tabulate and interpret
the data it contains
However a disadvantage of choosing a structured-disguised questionnaire is
that
• It is less flexible and we interviewers are not free to ask probing
questionnaires to get at the key of motivational factor or factors
• Also by not telling the respondents the purpose of the survey we might
have lost their confidence
The type of interview was a personal survey as against mail survey or
Telephone survey.

5
SAMPLING
There are 7 steps involved in the sampling process

Step 1: To define the population

We defined our population in terms of
Element: Student
Extent: College

Step 2: Identify the sampling frame

Our sample frame was different localities of Mumbai city. Some of the criteria
taken into consideration while deciding our sampling frame were
• Does it adequately cover the population to be surveyed?
• Is it accurate? Is the information about each individual unit correct?
• Is there any duplication?
• How convenient is it to use? Is it readily accessible?

Step 3: Specify the sampling unit

Since we wanted a sample of students, we selected colleges as the sampling
unit to interview our respondents.

Step 4: Determine the sample size

We then determined the sample size that is 30 respondents.

Step 5: Specify the sampling plan

Here we specified instructions as to how to take a systematic interview.

Step 6: Select the sample

This is the final stage in the sampling process and a good deal of office and
fieldwork was involved in the actual selection of the sampling units.

6
 Findings and Observations:
A) 1. Which brands these items do you consume?

PRODUCTS & BRANDS

MILKPOWDER

MILK
POWDER
3% 2%
1% 8% NON-USER
NON-USER 86% UNBRANDED
UNBRANDE NESTLE
D 1% AMUL
OTHERS
NESTLE 8% 86%

AMUL 3%
OTHERS 2%
100
%

 86% do not use milk powder at all.

 Among the brands Nestlé is favored to Amul.

7
MILK
BUTTER

MANY 2%
UNBRANDED 57%
GOKUL 11% 1% 15%
NESTLE 8% NESTLE
AMUL 11% BRITANNIA
AMUL
OTHERS 11%
84%
100
%

BUTTER

NESTLE 1%
BRITANNIA 15%
AMUL 84%
100
%

 Amul Butter is singled out by 84% of those surveyed - truly ‘Utterly

Butterly Delicious’.
 Followed by Britannia and then Nestlé consumed by a mere 1% of the
people
MILK
surveyed.

 Consumers
11% 2% MANY
11% UNBRANDED under study
GOKUL prefer
8% NESTLE
11%
57%
AMUL
unbranded
OTHERS milk.
 Unbranded
milk is used
by 57% of
the people.
 All other brands are at power with Amul and Gokul at 11%.
 Followed by Nestlé, consumed by 8%.
 2% of those surveyed also use multiple brands.

8
 GHEE
GHEE
GH
NON-USER 17% NON-USER
5% 7% 17%
UNBRANDED 15% UNBRANDED
15%
HOMEMADE 30% 15% HOMEMADE
SAGAR
SAGAR 11%
AMUL
AMUL 15% 11%
AAREY
AAREY 5% 30% OTHERS

OTHERS 7%
100%

 30% of those surveyed choose Homemade Ghee.

 17% of the Health junkies do not use Ghee at all.
 15% incline towards Amul which ties itself with Unbranded Ghee.
 11% use Sagar Ghee, 7% consume other brands and 5% use Aarey
Ghee.

CHEESE
CHEESE

NON-USER 9%
NON-USER
MANY 6% 8% 7% 9% 6% MANY
BRITANNIA 19% 19% BRITANNIA
AMUL 51% AMUL
KRAFT 8% 51% KRAFT
OTHERS
OTHERS 7%
100
%
 51% of the people singled out Amul cheese to all others.
 Britannia lags behind by a large margin and is used by 19%.
 9% do not use cheese. Only 8% use the big brand Kraft.
 7% use other brands and 6% switch between brands.

CONDENSEDMILK

CONDENSED
MILK 25%
2%

NON-USER
NESTLE
AMUL
NON-USER 73% 73%

NESTLE 25%
AMUL 2%
100
%

 A large number of people do not use Condensed Milk (73%).

9
  Out of the remaining Nestlé is favored by 25% to Amul used by only
2%.

ICE CREAMS

ICE CREAMS

NON-USER 14% 15% 14%

NON-USER
OTHERS 7% 7%
OTHERS
6%
NATURALS 6% NATURALS
AMUL
AMUL 26% 32% WALLS
WALLS 32% 26% MANY

MANY 15%
100
%
  People preferred Walls most as compared to
Amul consumed by 26% and Local brand Naturals consumed by only
6%.
 15% do not have a specific favorite, while 7% liked other brands.
 14% of those surveyed do not eat Ice Cream at all.

CHOCOLATES
CHOCOLATES

NON-USER 8% 24% 8% 3% NON-USER

OTHERS 3% OTHERS
CADBURY
CADBURY 55% NESTLE
4%
NESTLE 6% 6% AMUL
55%
AMUL 4% MANY

MANY 24%
100
%

 International Brand Cadbury is selected by 55% of those surveyed.

 Nestlé falls behind with only 6% picking their chocolates.
 Amul is enjoyed by 4% of those surveyed and 3% enjoy other brands.

10
  24% of those surveyed were unable to pick a favorite.

ECLAIRS/TOFFEES

ECLAIRS

NON-USER 51% 27%

NON-USER
MANY 18% MANY
OTHERS
OTHERS 4% 4%
51%
CADBURY

CADBURY 27% 18%

100
%

 Little over half of those surveyed do not have Eclairs/Toffees at all.

 Cadbury once again preferred by the rest, being enjoyed by 27%.
 18% like a number of brands while 4% like others.

SHRIKHAND

SHRIKHAND

NON-USER 55% 30% NON-USER

UNBRANDE UNBRANDED
HOMAMADE
D 4% 55% OTHERS
4%
HOMAMADE 7% 7% 4% AMUL

OTHERS 4%
AMUL 30%
100
%

 Amul Shrikhand is most popular and consumed by 30%.

 7% make it at home. 8% used unbranded and other brands.
 55% of those surveyed do not eat shrikhand .

PIZZA

PIZZA

NON-USER 23% 12% 23% NON-USER

5%
PIZZA HUT 10% PIZZA HUT
DOMINOES
DOMINOES 21% HOMEMADE
10%
HOMEMADE 29% 29% AMUL
21% OTHERS
AMUL 5%
OTHERS 12%
100
%
 It is seen that 29% like their Pizzas home made.
 21% choose Dominoes, 10% for Pizza Hut and 5% Amul.

11
  23% were non users of pizzas while 12% have other brands.

PANEER

PANEER

NON-USER 29% 1% 10%

29% NON-USER
HOMEMAD E
HOMEMADE 22% UNBRANDED
GOKUL
UNBRANDE 38%
22% AMUL

D 38%
GOKUL 1%
AMUL 10%
100
%

 38% of those surveyed use unbranded paneer.

 10% picked Amul while 1% use Gokul.
 22% of them make paneer at home and 29% aren’t paneer users.

DAHI

NON-USER 25%
OTHERS 5%
UNBRANDED 4%
AMUL 20%
HOMEMADE 46%
100
%

 Majority of those surveyed prepare Dahi at home.

 Among the brands Amul is picked out by 20%. 5% use other brands
and 4% make use of unbranded Dahi.
 25% do not have a taste for Dahi.

46%

12
 A)2(i) In what quantity do you consume the
products?

MILKPOWDER

MILK POWDER

SMALL 13
29%
MEDIUM 9 42% SMALL
MEDIUM
LARGE 8 LARGE
29%
30

 Majority of the people (42%) use Milk Powder in small quantities.

 An equal number of people (29%) use it in Medium and Large
quantities.

CHEESE

CHEESE

SMALL 11 20%
36%
SMALL
MEDIUM 13 MEDIUM
LARGE
LARGE 6 44%

30

 Medium quantity of cheese is sufficient for most house-holds (44%).

 36% use a small amount and 20% consume a large amount.

BUTTER
BUTTER

SMALL 7
MEDIUM 9 25%
SMALL
LARGE 14 46%
MEDIUM
30 LARGE
29%

 46% consume butter in large quantities.

13
  29% and 25% in Medium and Small respectively.

ICECREAMS

ICE CREAMS

SMALL 12 24%
40%
MEDIUM 11 SMALL
MEDIUM
LARGE 7 LARGE

30 36%

 40% eat this frozen desert in small quantities.

 36% & 24 % in Medium and Large respectively.

MILK

MILK
18%
SMALL 5 47% SMALL
MEDIUM 11 MEDIUM
LARGE
LARGE 14 35%

30

 Milk is used in Large quantities by 47% of the people surveyed.

 35% make use of it in Medium quantities while 18% need only a Small
amount.

CONDENSEDMILK
CONDENSED MILK

SMALL 27
4% 7%
MEDIUM 1
SMALL
LARGE 2 MEDIUM
LARGE
30
89%

 Condensed milk is used in small quantities by 89% of the people

surveyed.
 Only 7% of the people use it in large quantities.

14
 GHEE

GHEE
28% 27%
SMALL 8
SMALL
MEDIUM 14 MEDIUM
LARGE 8 LARGE

30 45%

 Little under half the people surveyed (45%) use Medium quantities of
Ghee.
 28% use Large quantities while 27% use Small quantities in their
homes.
CHOCOLATES

CHOCOLATES
21%
SMALL 12 40%
SMALL
MEDIUM 12 MEDIUM
LARGE 6 LARGE

30 39%

 Chocolates are
enjoyed by 40% of those surveyed in Small amounts.
 39% consume them in Medium amounts and the remaining 21% in
Large quantities.

ECLAIRS /TOFFEES

ECLAIRS /
TOFFEES
6%
SMALL 21 24%
SMALL
MEDIUM 7 MEDIUM
LARGE 2 LARGE
70%
30

 70% of the people like Eclairs in Small amounts.

 24% in Medium quantities.
 A mere 6% use them in Large Quantiities.
15
 MOZARELLA/PIZZACHEESE

MOZARELLA /
PIZZA CHEESE

SMALL 12 17%
40%
MEDIUM 13 SMALL
MEDIUM
LARGE 5 LARGE

30 43%

 43% use Cheese in

Medium quantities.
 40% use cheese in Small quantities while 17% use it in large
quantities.

SHRIKHAND

SHRIKHAND

SMALL 16 16%

SMALL
MEDIUM 9 MEDIUM
53% LARGE
LARGE 5 31%

30

 This sweet milk

product is used in small amounts by 53% of the people surveyed.
 31% &16% use them in Medium and Large quantities respectively.

GULABJAMUN

GULAB JAMUN

SMALL 18 7%

MEDIUM 10 32% SM
M
ALL
EDIUM
LARGE 2 61% LARGE

30

 Probably the most

favored Indian desert, eaten in small quantities in 661% of the house-
holds.
 32% eat them in Medium

 quantities while 7% in Large ones.

16
 PIZZA

PIZZA

SMALL 8 31% 26%

MEDIUM 13 SMALL
MEDIUM
LARGE 9 LARGE

30 43%

 Originate in Italy, yet

consumed by the average Indian house in Medium quantities.
 Pizza lovers (31%) consume them in large quantities, while 26% in
small amounts.

PANEER

PANEER

SMALL 12 17%
39%
SMALL
MEDIUM 13 MEDIUM

LARGE 5 LARGE

44%
30

 Most India vegetarians would be lost without this milk product, it is

consumed by 44% of the people in Medium quantities.
 39% consume it in small quantities while the remaining in large ones.

DAHI

DAHI

SMALL 13 19%
42%
MEDIUM 12 SMALL
MEDIUM
LARGE 5 LARGE
39%
30

 Very rich in protein yet

consumed in Small amount but 42% of those surveyed.
 39% have it in Medium while 19% in Large quantities.

17
A) 2(ii) How frequently do you consume the products?

MILK POWDER
MILK POWDER

DAILY 6 21%
WEEKLY 9 36% DAILY
FORTNIGHTLY 4 WEEKLY
FORTNIGHTLY
1
29% MONTHLY
MONTHLY 1 14%
3
0

 Used on a Monthly basis by 36% of the people. 29% use it weekly.

 21% daily & 14% use it Fortnightly.

BUTTER
BUTTER

DAILY 16 13%
WEEKLY 5 DAILY
19%
FORTNIGHTLY 6 WEEKLY
52% FORTNIGHTLY
MONTHLY 3
MONTHLY
30 16%

 Consumed daily by those who love it (52%).

 19% use it Fortnightly,
 16% weekly and 13% monthly.

MILK
MILK

DAILY 28 4% 2%
0%
WEEKLY 1 DAILY
FORTNIGHTLY 1 WEEKLY
MONTHLY 0 FORTNIGHTLY
30 MONTHLY
94%

 The daily users for milk are high at 94%.

 4% have it on a Weekly basis, while 2% fortnightly.

18
 GHEE
GHEE

1
DAILY 3 18%
WEEKLY 7 DAILY
43%
FORTNIGHTLY 5 WEEKLY
16% FORTNIGHTLY
MONTHLY 5
MONTHLY
3 23%
0

 43% use Ghee daily, 23% weekly, 16% fortnightly & 18% monthly.

CHEESE

CHEESE
14% 8%
DAILY
DAILY 3  Cheese is preferred by most on a weekly
WEEKLY
1 basis (44%). FORTNIGHTLY
WEEKLY 3  34%consume it fortnightly, 44%
34% MONTHLY
1  14% monthly, while only 8% have it
FORTNIGHTLY 0 everyday.
MONTHLY 4
3
CHOCOLATES
0
CHOCOLATES
11% 13%
DAILY 4 DAILY
1 WEEKLY
FORTNIGHTLY
WEEKLY 2 37%
39% MONTHLY
1
FORTNIGHTLY 1
MONTHLY 3
3
0

ICE CREAMS
ICE CREAMS
 Only 13% of those surveyed have chocolate
everyday.
DAILY 1  3%
WEEKLY 8  33% 28% DAILY
1 
WEEKLY
FORTNIGHTLY 1 FORTNIGHTLY
MONTHLY
1 19 36%
MONTHLY 0
3
0
 






 39% have it on a weekly basis, while 37% fortnightly & 11% monthly.
 Ice Cream is consumed by 3% on a daily basis.
 28% have it weekly, 36% have it fortnightly and 33% have it monthly.

ECLAIRS/TOFFEES
ECLAIRS/TOFFEE
S
20%
DAILY 9 31% DAILY
WEEKLY 9 WEEKLY
FORTNIGHTLY 6 FORTNIGHTLY
20%
MONTHLY
MONTHLY 6 29%
3
0

 31% of those who have Toffees eat the regularly.

 29% weekly, 20% monthly and the remaining fortnightly.

CONDENSED MILK
CONDENSED
MILK
4%0%
4%
DAILY 1 DAILY
WEEKLY 0 WEEKLY
FORTNIGHTLY 1 FORTNIGHTLY
2 MONTHLY
MONTHLY 8 92%
3
0

20
  Almost all condensed milk users make use of it only on monthly basis.
 A mere 4% have it monthly while the remaining have it Fortnightly.

MOZARELLA/PIZZA CHEESE

MOZZARELLA
0% 10%
DAILY 0 38% DAILY
WEEKLY 3 WEEKLY
1 FORTNIGHTLY
FORTNIGHTLY 6 MONTHLY
52%
1
MONTHLY 1
3
0

 There are no daily users for Mozzarella Cheese.

 Majority use it fortnightly, 38% monthly and 10% weekly.

SHRIKHAND
SHRIKHAND

DAILY 0 0%4%
WEEKLY 1 DAILY
1 40% WEEKLY
FORTNIGHTLY 2 FORTNIGHTLY
56%
1 MONTHLY
MONTHLY 7
3
0

 No daily users for Shrikhand.

 56% have it monthly, 40% fortnightly and 4% weekly.

GULAB JAMUN
GULAB JAMUN
4% 7%
DAILY 1
DAILY
WEEKLY 2
WEEKLY
1 FORTNIGHTLY
53% 36%
FORTNIGHTLY 1 MONTHLY

21
 1
MONTHLY 6
3
0

 Majority of the people surveyed have Gulab Jamun on monthly basis.

 36% on a fortnightly basis, 7% weekly and 4% daily.

PIZZA

PIZZA
25% 8%
DAILY 0 18% DAILY
WEEKLY 7 WEEKLY
1 FORTNIGHTLY
FORTNIGHTLY 6 MONTHLY
49%
MONTHLY 7
3
0

 52% of the Pizza lovers consume pizzas on a fortnightly basis.

 While 23% have it weekly and the remaining 25% monthly .

PANEER
PANEER

DAILY 3 6% 10%
DAILY
1 31%
WEEKLY
WEEKLY 6
FORTNIGHTLY
FORTNIGHTLY 9
53% MONTHLY
MONTHLY 2
3
0

 Cottage cheese is eaten by 10% of its user’s everyday.

 53% have it weekly, 31% fortnightly while 6% haveDAHI
it monthly.

12% 4%
DAHI 47%
DAILY
WEEKLY
FORTNIGHTLY
37% MONTHLY
22
 1
DAILY 4
1
WEEKLY 1
FORTNIGHTLY 4
MONTHLY 1
3
0

 Dahi is taken by most of its users on a daily basis.

 37% have it weekly, 12% fortnightly and 4% monthly.

23
A) 2(iii)On what occasions are the products
consumed?

MILK POWDER
MILK POWDER

7%
1
REGULARLY 3 43% REGULARLY
OCCASIONALLY
1 BOTH
50%
OCCASIONALLY 5
BOTH 2
3
0

 Half the people use milk powder occasionally.

 43% use it regularly and the remaining use it both regularly and
occasionally.

MILK
MILK

REGULARLY 24 16%
OCCASIONALLY 1 4%
REGULARLY
BOTH 5 OC C ASIONALLY
30 BOTH
80%

 People prefer Milk to its powered form with a whooping 80% using it
regularly.
 Only 4% use it occasionally while 16% use it both regularly &
occasionally.

BUTTER
BUTTER

REGULARLY 23
16%
OCCASIONALLY 2 6%
REGULARLY
BOTH 5 OCCASIONALLY
30 BOTH
78%

24
  78% of the people surveyed use butter on a Regular basis.
 6% Occasionally while 16% use it both Regularly & Occasionally.

GHEE
GHEE

1 17%
REGULARLY 8 REGULARLY
OCCASIONALLY 7 OC C ASIONALLY
BOTH 5 24% 59% BOTH
3
0

 59% of Ghee users make use of Ghee on a Regular basis.

 24% use it occasionally.
 17% use it both Regularly & Occasionally.

CHEESE
CHEESE

1 15%
REGULARLY 4 REGULARLY
48%
1 OC C ASIONALLY
OCCASIONALLY 1 BOTH
37%
BOTH 5
3
0

 Goes well on Bread for Breakfast, Cheese lovers (48%) use it regularly.
 37% use it occasionally while 15% use it both Regularly &
Occasionally.

ICE CREAMS

ICE CREAMS 10%

28%
REGULARLY
REGULARLY 8 OCCASIONALLY
BOTH
25 62%
 1
OCCASIONALLY 9
BOTH 3
3
0

 This desert is enjoyed Occasionally by 62% of those surveyed.

 28% have ice cream Regularly, while 10% have it both Regularly &
Occasionally.

CONDENSED MILK
CONDENSED MILK

REGULARLY 1 7% 4%
2 REGULARLY
OCCASIONALLY 7 OCCASIONALLY
BOTH 2 BOTH

3 89%

 A vast majority (89%) uses Condensed Milk Occasionally.

 4% use it Regularly.
 7% use it both Regularly & Occasionally.

CHOCOLATES

CHOCOLATES
11%
1
REGULARLY 5 REGULARLY
OC C ASIONALLY
1 50%
39% BOTH
OCCASIONALLY 2
BOTH 3
3
0

 Probably the world’s favorite, it is enjoyed by 50% of those surveyed

on a Regular basis.
 39% have it Occasionally.
26
 ECLAIRS/TOFFEES
ECLAIRS

1 20%
REGULARLY 2 41%
REGULARLY
1 OCCASIONALLY
BOTH
OCCASIONALLY 2
39%
BOTH 6
3
0

 Among those who enjoy Toffees / Eclairs 41% have it Regularly.

 39% have it Occasionally and the remaining have it both Regularly &
Occasionally.

MOZARELLA/PIZZA CHEESE

MOZZARELLA
5% 17%
REGULARLY 5
REGULARLY
2 OC C ASIONALLY
OCCASIONALLY 4 BOTH
BOTH 1 78%
3
0

 Used Occasionally by 78% of those surveyed.

 17% have it on a regular basis and
 5% on a Regular & Occasional basis.

SHRIKHAND

SHRIKHAND
4% 16%
REGULARLY 5
2 REGULARLY
OC CASIONALLY
OCCASIONALLY 4 BOTH
BOTH 1
80%
3
0
27
  80% of the Shrikhand lovers eat it on an Occasional basis.
 Only 16% have it Regularly.

GULA B JA MUN
GULAB JAMUN

REGULARLY 3 4% 11%
2 REG ULARLY
OCCASIONALLY 6 O C C A SIO NA LLY
BOTH 1 B OTH
3 85%
0

 85% of those surveyed have Gulab Jamun Occasionally.

 Only 11% have it Regularly while the rest have it both Regularly &
Occasionally.

PIZZA
PIZZA

REGULARLY 4
17% 14%
2
OCCASIONALLY 1 REGULARLY
BOTH 5 OC C ASIONALLY
BOTH
3
0 69%

 Out of those who enjoy Pizzas only 14% consume PANEER

it regularly.
 69% have it Occasionally while 17% lie somewhere in between.

14%

REGULARLY
PANEER OC C ASIONALLY
27% 59%
BOTH

28
 1
REGULARLY 8
OCCASIONALLY 8
BOTH 4
3
0

 59% eat Paneer on a Regular basis, while 27% have it Occasionally.

 14% eat it both Regularly & Occasionally.

DA HI
DAHI

2 21%
REGULARLY 1 R EG ULA R LY
OCCASIONALLY 3 O C C A S IO NA LLY
BOTH 6 9%
B OTH
3 70%
0

 Curd is enjoyed by 70% of those who like it Regularly.

 9% have it Occasionally while the rest have it both Regularly &
Occasionally.

Q1) What are the first few words that come to your
mind when I say ‘Amul’ ? (In order of recall ,1
being the highest)
a) First choice of Word/ Phrase

29
Words/ Phrases Total Percentage

BUTTER 10 31.91%

CHEESE 4 13.83%

UTTERLY BUTTERLY DELICIOUS 4 13.83%

MILK PRODUCTS 2 7.45%

MILKY 3 9.57%

GHEE 1 4.26%

OTHER PRODUCTS OF AMUL 1 4.26%

GOOD QUALITY 1 3.19%

TASTE OF INDIA 1 3.19%

AMUL GIRL 1 3.19%

OTHERS 2 5.32%

Total respondents 30 100.00%

 From the above graph it can be inferred that Butter as a product of

AMUL is the first thing that comes to peoples' minds when they think of
Amul.
 Almost 32% of the respondents replied butter as one of the first few
things that came to their mind when asked about Amul. This indicates the

30
high level of association between butter as a product and Amul as a
brand.
 Butter is followed by cheese and the phrase "Utterly Butterly
Delicious", wherein 27% of the respondents mentioned either of these two
as the first word/phrase that came to their mind when asked about amul.
This shows that Butter and Cheese are the 2 most popular products of
Amul.
 This is followed by the words 'Milky' and 'Milk Products' suggesting that
17% of the respondents associate Amul with Milk Products or use the word
Milky to describe Amul.
 Ghee of Amul has high recall and closely follows on the heels of butter
and cheese. 4% of the respondents mentioned ghee as the first thing that
came to their mind when they were asked about amul.
 Similarly another 4% of the respondents mentioned other products of
amul as an answer to the above question. 3% of the respondents
mentioned the phrase' Taste of India", and another 3% spoke about good
quality products. The Amul girl was mentioned by another 3% of the
respondents. It can also be seen that the Amul advertising campaign has
had quite a bit of an impact on the people, mind this is evident from the
fact that overall 20% of the respondents mentioned phrases from the
advertising campaign ( Taste of India, Utterly Butterly Delicious, Amul Girl)
for the above question.

31
b) Second choice of word/ Phrase

Words/ Phrases Total

CHEESE 6
BUTTER 5
UTTERLY BUTTERLY DELICIOUS 5
AMUL GIRL 4
MILKY 2
ICECREAM 2
GOOD QUALITY 2
TASTE OF INDIA 1
DAIRY PRODUCTS 1
ESTABLISHED BRAND 1
GHEE 1
Total respondents 30

32
  As clearly seen from the above graph, the phrase “Utterly Butterly
Delicious” has the highest frequency of occurrence as the second
word/phrase that comes to mind when asked about Amul. Also as the
second choice, respondents recalled cheese more often than butter, which
is opposite of what the case was in the first choice.
 Amul girl continues to have a high recall.

c) Third choice of word/phrase.

Words/ Phrases Total

ADS 6
MILKY 6
BUTTER 4
INDIAN 4
CHEESE 5
UTTERLY BUTTERLY DELICIOUS 3
GOOD QUALITY 1
DAHI 1
Total respondents 30

In the case of third choice, most respondents recalled the amul

advertisements referring to the comic billboards.

33
d) Fourth choice of word/phrase

Word/ phrases total

AMUL PRODUCTS 7
ADS 7
REFRIGERATED PRODUCTS 4
DR. V KURIEN 2
MILK PRODUCTS 4
GOOD QUALITY 4
GUJARAT 2
total respondents 30

In case of the fourth choice Amul products take the lead. Followed by
advertisements and the phrase “refrigerated products” to describe what
came to their mind when asked about amul.

34
C) Which words or phrases can you use to describe
Amul as a brand?

Words/ phrases Total

EXCELLENT PRODUCT QUALITY 9

STRONG BRAND EQUITY 6
DELICIOUS 5
RELIABLE 2
INDIAN 2
NUTRITIOUS 1
DAIRY 1
AFFORDABLE 2
AMUL GIRL 1
OTHERS 1
Total respondents 30

 It can be seen that excellent product quality was mentioned by 31%

of the respondents as words to describe Amul as a brand.
 Strong Brand equity was mentioned by 20% of the respondents.

35
D) What do you feel is unique about it as compared to
other brands?

WORDS/
PHRASES Total

QUALITY 7
PRICE 5
TASTE 4
ADS 3
INDIAN 3
BRAND EQUITY 3
AVAILABILITY 2
VARIETY 1
RELIABILITY 1
OTHERS 1
Total respondents 30

 Quality was rated as the most unique characteristic that distinguishes

Amul from other brands. This was followed by price and taste.
 Most of the students rated price as the unique parameter, which
differentiates amul from the other brands.
36
E) Which of the products do you think best fit with the
Amul image?

1 2 3 4 5
Ice cream 4 6 7 2 11
cones
Ghee 8 6 5 8 3
Pizza 4 4 7 6 9
Cheese 7 5 7 9 2
Toffee/Chocola 7 9 4 5 5
tes

1st preference:

2nd preference:

37
3 rd preference:

4th preference:

38
5 th prefercne:

39
 This graphs shows that those surveyed have mixed preference.

40
F) If Amul was to get into new Products or business
what do you think it would be best suited for?

More Milk Products 5

Beverages 7
Culinary Products 4
Staples/Core Foods 4
Snacks/Impulse
Foods 7
Others 2
Total 30

41
G ) Launching of new products by Amul

The overall feedback has been tabulated above, the details of each product
and its segregation in terms of housewives and teenagers is done below.

HEALTHBEVERAGES
Health Beverages/Malted food
drink Maybe
19%
Yes No Maybe No

68 13 13% Yes
68%
Total % % 19%

As far as health beverages or malted food drinks were concerned 68% of the
sample size was for the idea as compared to 13% who were against the idea
and 19% who said maybe.

Sweets/Mithai (Rasgolla, gajar SWEETS / MITHAIS

halwa)
Ye N Maybe
s o Maybe 19%
Total 50 31 19 Yes
No 50%
31%

For the launch of Indian sweets or mithai the sample size was equally divided
with 50% of the sample being for it, 31% being against it and 19% resorting
to a maybe.

JAMS

Jams
Maybe
Ye N
22% Yes
s o Maybe 38%
Total 38 40 22
No
40%

38% were for Amul launching jams whereas 40% were against it and 22%
were neither for nor against it, therefore we see that most of the sample size
would not favor the launch of Amul jams.

42
Biscuits/Cookies
BISCUITS / COOKIES
Ye N
s o Maybe
Maybe
Total 49 29 22
22%
Yes
49%
No
29%

49% of the people said that they would like Amul to get into the
biscuits/cookies segment whereas 29% were completely against it and 22%
were indecisive about it.

Soups SOUPS
Ye N
s o Maybe Maybe Yes
Total 18 63 19 19% 18%

No
63%

The idea of Amul launching soups was highly rejected with 63% saying a
‘no’,19% saying a ‘maybe’ and only 18% saying a ‘yes’.

Lassi/Chaas L ASSI / CHAAS

Ye N
May be
s o Maybe
No 11%
Total 80 9 11
9%

Yes
80%

Probably because of it’s close association with milk, lassi/chaas met with a
highly favourable response with 80% recommending the launch of it,11% not
being too sure and only 9% rejecting the idea.

43
 COFFEEPOWDER
Coffee Powder
Ye N
Maybe
s o Maybe 19%
Yes
25%
Total 25 56 19

No
56%

Only a quarter of the sample size were for Amul launching coffee
powder,56% were against it while 19% were indecisive.

Atta ATTA

Ye N
Maybe
s o Maybe Yes
16%
Total 27 57 16 27%

No
57%

27% of the sample were for the launch of ‘atta’ by Amul, while 57% and 16%
said ‘no’ and ‘maybe’ respectively.

KETCHUP/ SAUCE
Ketchup/Other sauces
Ye N Maybe
s o Maybe 18%
Yes
Total 31 51 18 31%

No
51%

51% of the people did not think that Amul should launch ketchup and other
sauces ,18% said ‘maybe’ while more than 50% were against the idea.

NOODLES

Maybe Yes
21% 18%
Noodles
Ye N 44
s o Maybe No
Total 18 61 21 61%
Noodles and Amul was not a good combination for our sample audience as
61% rejected the idea while 21% said maybe and only 18% said yes.

Pickles PICKLES
Ye N
s o Maybe Maybe
Yes
Total 32 49 19 19%
32%

No
49%

Close to half our sample did not favour Amul launching pickles while 19% said
maybe and 32% said yes.

PACKAGED SNACKS

Maybe
15% Yes
Packaged Foods 40%
Ye N
s o Maybe 45
No
Total 40 45 15 45%
As far as ready to eat and packaged foods were concerned the sample were
size was more or less equally divided with 40% saying a ‘yes’ 45% saying a
‘no’ and 15% saying a
‘maybe’.

Potential Products
No of Agreeable Respondents

90
80
70
60
50
40
30
20
10
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46
Overall Analysis:-

1. Looking at the secondary data sheet compiled by us we can see a huge

potential across various categories but once these are verified with
primary data the findings are further confirmed or rejected.

2. Butter and Amul seem to be synonymous with each other. Also Amul
has built a reputation and image over the years of providing good
quality milk products therefore any product that is associated with milk
is likely to be more easily accepted.

3. Amul is also looked on as an Indian company which can be trusted, and

the Amul butter advertising campaigns are remembered and recalled
with people actually appreciating them

4. Amul pizza cheese, éclairs and paneer have very low awareness levels
but those who have tried the products are happy with them implying
that the quality is good therefore awareness should be built around
these products so that Amul can exploit these segments.

5. When asked to choose amongst a variety of phrases which best suited

Amul a large no. of respondents said that it provided” good quality
products at a fair price” meaning that most respondents felt Amul
products were value for money and were well priced.

6. In Q G), which is an open ended question in which respondents were

asked to suggest any new products that Amul could launch people
came up with a wide variety of responses, some of the more prominent
ones being more milk products like flavoured milk, lassi, etc. Even
beverages like juices, tea and coffee as well as ready to eat, snacks
and impulse foods got a good response.

47
 CONCLUSION

After completion of my project, I have gained lots of knowledge

about analyzing the market share of consumer durables of Amul

company, in Aurangabad city.

During the study, researcher personally visited all the dealers in

A'bad city and interviewed them personally. This stage was so

helpful for the researcher to understand the consumer durables

trend in this field. It is found during the survey that dealers plays

an important role in the success of any product.

Customers always give importance to quality, price, service and

models of product. According to the findings the advertisement

impact in comparatively less and dealers influences in more.

Although they have competition in the market, they have

maintained their position. The product is having short life,

premium quality and trouble free.

The suggestion made by the researcher is according to his

findings and hope these suggestions are practicable help the

company to boost up the sale.

48
Thus, I have gathered lots of information and Experience through

various transactions in Amul, which will definitely help me in

future

49
 BIBLIOGRAPHY

1) Philip Kotler, Marketing Management, Prantice - Hall of

India Pvt. LTD,2000.

2) Stanton, Etzel and Walkar, Fundamentals of

Marketing, Mc Gram-Hill, Inc., 1991.

3) Luck, Wales & Rubin, Marketing Research. Prentic - Hall,

Inc., 1982.

JOURNALS :-

1) Journals & magazines on consumer durable goods

of different companies

\>

2) News - Papers.

3) Brouchers, Pomplets, Leaflets of different Companies.

Web-Site

1) www. amulindia.com

2) www.butter.com

50