Vous êtes sur la page 1sur 45

Department of Business Management Preface

The Project work is field which uses tools and techniques to transfer subjectivity in the environment into objectives, also the findings of the research, when applied show results, which can be measured and evaluated so there is feedback this is what makes it a dynamic activity. This survey is an analytical study of a different facts of the product. The focus is given on the Brand profile. This project entitled Company Profile of AMUL , is for the partial fulfillment of B.B.A.(Hons) Degree. The idea behind this project is to give practical knowledge and to make them to face real life situation. The project survey is commonly used for the collection from the respondents through questionnaire. In this method statistical techniques have been used systematically. This project survey is not only with my own efforts but also that of others. AARTI LODHI

ACKNOWLEDGEMENT
I would like to whole hearty thank and express my sincere gratitude to Prof. Y.S. Thakur Head of the Department of Faculty of Management Studies Dr. Hari Singh Gour Vishwavidyalaya, Sagar for suggesting me this problem and for giving an insight in delaing with the subject .I am highly obliged to Prof. Y.S. Thakur, Mr. Shri Bagwat, Miss Shakuntala Yadav Lecturer, Miss Mayuri Jain, , Miss Pragya Bhargav, Miss. Priyanka Jhakariya, Miss Devagya Shrivastava, Mrs. Jyoti Pandey, Mr. Ankur Randheliya Mr. Girbal singh Lodhi, and All Faculty member, for guiding me in various aspects of this project like conducting field work and designing questionnaire and suggesting me the Project Work and helping me in finalising the Report. I express my gratitude to all the customers who very kindly discussed various aspects of this study and provided useful suggestions for discussing various problems. Lastly, I Must express my gratitude to all the elders of the family and citizen of the city who blessed me in course of discussion. I also extend my sincere thanks to my family and my friends for their encouragement and support. AARTI LODHI

Faculty of Management Studies Dr. Hari Singh Gour Vishwvidhyalaya, Sagar

CERTIFICATE
This to certify that MISS AARTI LODHI Student of B.B.A. (Hons) 16th Batch, Faculty of Management Studies Dr. Hari Singh Gour Vishwavidyalaya, Sagar (M.P.) Has diligently worked on the Project Report of the Company Profile of AMUL. He has done this Work under My Guidance and Supervision. This project work is original and not submitted earlier for the award of any degree or associate ship of any other University. During this study he made meticulous efforts for its completion. I wish him all the best in this sincere endeavors for a bright and successful future. Dr. Y.S. Thakur Head of the Department Faculty of Management Studies Prof. Y.S. Thakur Supervisor External Examiner Name : Sign :

DECLARATION
I hereby declare that the project work entitled Company Profile of AMUL submitted to the Faculty of Management Studies Dr. Hari Singh Gour Vishwavidyalaya, Sagar (M.P.), is a record of an original work done by me under the guidance of Mr. Shri Bagwat Lecturer & Faculty Member at the Faculty of Management Studies Dr. Hari Singh Gour Vishwavidyalaya, Sagar (M.P.). I also ensure that this work done by me is purely original and is my own creativity.

Date : Place :

AARTI LODHI Enrollment no.: Y11180200

CONTENTS

Certificate

Acknowledgement Objective Of The Report Company Profile Product Profile Research Methodology Consumer Data Interpretation And Presentation Finding And Analysis Conclusion & Suggestions Retailers Interruption & Presentations Limitation Annexure Questionnaire

Bibliography

OBJECTIVE
Amul is the market leader of dairy products in Ghaziabad City Britannia and Nestle are the major competitors in the market against Amul it is important to get an idea regarding Amuls position in Ghaziabad City. It would not help Amul to capitalize on existing potential but also to formulate strategies and to fill the loop holes and gaps to fight the competitive situation The researcher has tried to know about the following points: 1. To find out the perception of retailers regarding Amuls products & specially of Amul Butter. 2. To determine the market share.

COMPANY PROFILE
GUJARAT COOPERATIVE MILK MARKETING FEDERATION GCMMF: AN OVERVIEW Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products marketing organisation. It is a state level apex body of milk cooperatives in Gujarat which aims to provide remunerative returns to the farmers and also serve the interest of consumers by providing quality products which are good value for money.

Members: No. of Producer Members: No. of Village Societies: Total Milk handling capacity: Milk collection (Total - 2002-03): Milk collection (Daily Average 2002-03): Milk Drying Capacity: Cattlefeed manufacturing Capacity:

12 district cooperative milk producers' Union 2.28 million 11,132 6.7 million litres per day 1.86 billion litres 5.08 million litres 510 metric Tons per day 1450 Mts per day

Objectives and Business Philosophy of GCMMF


The main stakeholder of GCMMF is the farmer member for whose welfare GCMMF exists. GCMMF states that its main objective is the carrying out of activities for the economic development of agriculturists by efficiently organizing marketing of milk and dairy produce, veterinary medicines, vaccines and other animal health products, agricultural produce in raw and/or processed form and other allied produce. GCMMF aims to market the dairy and agricultural products of cooperatives through: Common branding Centralized marketing Centralized quality control Centralized purchases, and Efficient pooling of milk GCMMF has declared that its business philosophy is as follows: To serve the interests of milk producers and To provide quality products that offer the best value to consumers for money spent

Organizational Structure of GCMMF


GCMMF is a lean organization, a strategy that is believed to provide it with a cost advantage. At its headquarters in Anand, four General Managers (GMs) and four Assistant General Managers (AGMs) assist the Managing Director (MD). The four AGMs look after the functions of marketing, systems, co-operative services and technical projects, respectively. The four GMs are in charge of marketing (dairy products), Human Resources Development and Marketing (Dhara and new business), finance and quality assurance, respectively. The whole country is divided into five zones, each headed by a zonal manager responsible for the sales of all products within his zone. These managers report to the MD but functionally each also reports to the various AGMs/GMs at the headquarters. There are 50 sales offices spread across the country (of which only two are in Gujarat); a sales manager heads each office and is assisted by sales officers and field salespersons. The entire country has been represented in this structure. GCMMF has one overseas office in Dubai.

BOARD OF DIRECTORS
Gujarat co-operative Milk Marketing Federation Limited, Anand, India registered under Gujarat co-operative societies Act-1961. Dr. V. Kurien (Chairman) B. M. Shrlvyas (Managing Director) Representative Dr. Amrita Patel (National Dairy Development Board, Anand) Registrar Sri R. M. Joshi (Co-operative Society Gujrat State, Gandhi Nagar) Bankers Bank of Baroda, State Bank of India Kaira District Central Co-operative Bank Ltd. Auditors S. R. Batliboi & Co. (Chartered Accountant) The list of all Chairmen of various Co-operatives is given on next page.

Chairman
Sri Ramesh Bhai P. Patel Sri Motibhai R. Chaudhary Sri Govindbhai P. Patel Sri Pratibhai G. Bhatol Sri Narendra Bhai M. Patel Sri Manubhai A. Patel Sri Bhupendra Singh P. Solanki Sri Sureshbhai Bharwad Sri B. B. Bambhania Sri Moghambhai M. Desai Sri Prahladbhai M. Patel Sri Dhasarathnath N. Patel Kaira District Co-operative Milk Producers Union Ltd. Anand Mehsana District Co-operative Milk

Producers Union Ltd. Mehsana Sabarkantha District Co-operative Milk Producers Union Ltd. Himmat Nagar Banaskantha District Co-operative Milk Producers Union Ltd. Palanpur Baroda District Co-operative Milk

Producers Union Ltd. Baroda Surat District Co-operative Milk Producers Union Ltd. Surat Panchmahal District Co-operative Milk Producers Union Ltd. Godhra Ahemdabad District Co-operative Milk Producers Union Ltd. Ahemdabad Raikot District Co-operative Milk Producers Union Ltd. Raikot Valsad District Co-operative Milk Milk

Producers Union Ltd. Alipur Bharuch District Co-operative

Producers Union Ltd. Bharuch Gandhi Nagar District Co-operative Milk Producers Union Ltd. Gandhi Nagar

THE AMUL HISTORY


In the 1940s, in the district of Kaira of the State of Gujarat, India, a unique experiment was conducted that become one of the most celebrated success stories of India. At that time, in Gujarat, milk was obtained from farmes by private milk contractors and by a private company, Polson's Dairy in Anand, the headquarters of the district. The company had a virtual stranglehold on the farmers, deciding the prices both of the procured as well as the sold milk. The company arragned to collect, chill and supply milk to the Bombay Milk Scheme, which supplied milk to the metropolis of Bombay, and to cities in Gujarat, Polson's Dairy also extracted dairy products such as cheese and butter. Polson's Dairy exploited its monopoly fully; the farmers were forced to accept very low prices for their products, and the decisions of the company regarding the quality and even the quantity of the milk supplied by the farmers were final. In 1946, inspired by Sardar Vallabhbhai Patel, a local farmer, freedom and social worker, named Tribhuvandas Patel, organised the farmers into cooperatives, which could procure milk from the farmers, process the milk and sell it in Bomaby to customers including the Bombay Milk Scheme, Purely by chance, in 1949, a mechanical engineer named Verghese Kurien, who had just completed his studies in engineering in the USA, came to India and was posted by the Government of India to a job at the Dairy Research Institute at Anand. Settling down in Anand was hardly a part of his career plans; however, a meeting with Tribhuvandas Patel changed his life and changed India's dairy industry. What Mr. Patel requested of Dr. Kurien was hardly to bring about such a revolution. All the wanted was help in solving various problems with

bringing into working order some of the equipment just purchased by his cooperative, especially the chilling and pasteurising equipment. These items of equipment malfunctioned, leading to the rejection of large quantities of milk by the Bombay Milk Scheme. Dr. Kurien's involvement with the Kaira District Co-operative Milk Producers' Union Limited (KDCMPUL; the registered name of the cooperative) grew rapidly. Initially he merely provided technical assistance in repairing, maintaining and ordering new equipment but subsequently he became involved with the larger sociological issues involved in organising the farmers into co-operatives and running these co-operatives effectively. He observed the exploitation of farmers by the private milk contractors and Poison's Dairy, and noted how the co-operatives could transform the lives of the members. The most important feature of these co-operatives is that they run purely as farmer's co-operatives, with all the major decisions being taken by the farmers themselves. The co-operatives are not 'run' by a separate bureaucracy with vested interests of its own; the farmers are truly in charge of their own decisions. Any farmer can become a member by committing to supply a certain quantity of milk for a certain number of days in a year and shall continue to be a member only if he keeps up this commitment. Each day, the farmers (or actually, in most cases, their wives and daughters) bring their milk to the village collection centres where quantity of milk is checked in full view of all and quality (milkfat content) is checked using a simple device, again in full view of all. The farmers are paid in evening for the milk they supplied in the morning, and in the morning for the evening's milk. This prompt settlement in cash is a great attraction to the farmers who are

usually cash starved. Thanks to the above system, there are no disputes regarding quantity or quality of the milk supplied by each farmer. It was soon realized that it was not enough to merely act as the collection and selling for the farmers. A variety of support services were also required to enable the farmers continue selling milk of adequte quality and to avoid disasters such as the death of their cattle (fo a family owning just one or two cattle and depending on its/their milk for their income, death of cow could indeed be a disaster). The farmers were progressively given new services such as veterinary care for their cattle, supply of good quality cattle feed, education on better feeding of cattle and facilities for artificial insemination of their cattle. All these were strictly on payment basis; none of services were free. This experiment of organizing farmers into co-operatives was one of the most successful interventions of India. A very loyal clientele was built up who experienced prosperity on a scale they could not have dreamt of 10 years earlier. With good prices paid for their milk, raising milch cattle could become a good supplementary source of revenue to many households. The co-operatives were expanded to cover more and more areas of Gujarat and in each area, a network of local village level co-operatives and district level co-operatives were formed on a pattern similar to that at Anand (the so called Anand Pattern). In 1955, KDCMPUL changed its name to Anand Milk Union Limited, which lent itself to a catchy abbreviation, Amul, which meant priceless in Sanskrit. The word was also easy to pronounce, easy to remember and carried a wholly positive connotation. It became the flagship brand name for the entire dairy products made by this union. In 1954, Amul built a plant to convert surplus milk produced in the cold seasons into milk powder and butter. In 1958, a plant to manufacture cheese and

one to produce baby food were added-for the first time in the world, these products were made from buffalo milk. Subsequent years saw the addition of more plants to produce different products. Starting from a daily procurement of 250litres in 1946, Amul had become a milk giant with a large procurement base and a product mix that had evolved by challenging the conventional technology. In his visit to Anand in 1965, the then Prime Minister of India, Lal Bhadur Shastri, was impressed by what he saw-a system that procured, processed and delivered high quality milk to distant markets cost efficiently. Shastri could also see the difference that the income from milk had made to the standard of living of farmers in the area. What impressed him the most was that Amul had done all this without Government assistance in market contrast to number of Government sponsored dairy programmes that were doing poorly in terms of procuring and marketing good quality milk and boosting farmer's incomes. Shastri asked Dr. Kurien to replicate Anand's success all over India. A pattern similar to the Anand Pattern was to be built in otherstates of India. This was carried out under a programme launched by the Government of India, entitled "Operation Flood". The operation was a body formed by the Government of India with this specific objective co-ordinated by the National Dairy Development Board (NDDB), a body formed by the Government of India with this specific objective.

AMUL PRODUCTS A BRIEF INTRODUCTION


AMUL means priceless in Sanskrit. The brand name Amul form the Sanskrit A m o o l y a , w a s s u g g e s t e d b y a q u a l i t y c o n t r o l e x p e r t i n A n a n d . V a r i a n t s , a l l m e a n i n g priceless, are found in several Indian language. Amul products have been in use in milliono f since Amul e1946. Ghee, Amul Butter, Amul milk Amuspray, A m u l Cheese, homes Amul Powder,

Chocolates, Amul Shrikhand, Amul Ice cream, Nutramul, A m u l M i l k a n d Amulya have made Amul a leading food brand in India. (Turnover: Rs. 18.8 billion in 1997-9 8 ) . T o d a y A m u l i s a s y m b o l o f many things. Of high quality products sold at r e a s o n a b l e prices. Of the genesis of vast co-operative network. Of the triumph of indigenous technology.Of the genesis of a vast co-operative network. Of the triumph of indigenous technology. Of the marketing savvy of a farmers organization. And of a proven model for diarydevelopment

Bread Spreads: Amul Butter


Utterly Delicious Butterly

Amul Lite
The low at Fat Bread Spread

Powder Milk: Amul Spray Infant Milk Food


Still, Mother's Milk is Best for your baby

Amul Instant Full Cream Milk Powder


A dairy in your home

Sagar Skimmed Milk Powder


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

Sagar Tea Coffee Whitener

Amulya Dairy Whitener


The Richest, Purest Dairy Whitener

Fresh Milk: Amul Fresh Milk


This is the most hygienic milk available in the market. Pasteurized in state-ofthe-art processing plants and pouch-packed for convenience.

Amul Gold Milk

Amul Taaza

Slim and Trim

Fresh Cream

Chocolate Milk

Flavoured Milk

Cheese: Amul Pasteurised Processed Cheese


100% Vegetarian Cheese made from microbial rennet

Amul Cheese Spreads


Tasty Cheese Spreads in 3 great flavors.

Amul Emmental Cheese


The Great Swiss Cheese from Amul, has a sweetdry flavor and hazelnut aroma

Amul Pizza Mozzarella Cheese


Pizza cheese...makes great tasting pizzas!

Gouda Cheese

For Cooking: Amul / Sagar Pure Ghee


Made from fresh cream. Has typical rich aroma and granular texture. An ethnic product made by diaries with decades of experience.

Cooking Butter

Amul Paneer
Ready to cook paneer to make your favourite recipes!

Utterly Delicious Pizza

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

Masti Dahi

Masti Soups

Desserts: Amul Ice Creams


Premium Ice Cream made in various varieties and flavours with dry fruits and nuts.

Amul Shrikhand
A delicious treat, anytime.

Amul Mithaee Gulab Jamuns


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

Gulab Jamun Mix

Kulfi Mix

Amul Chocolates
The perfect gift for someone you love.

Healthy Drink: Nutramul Malted Milk


Food made from malt extract has the highest protein content among all the brown beverage powders sold in India.

LIST OF PRODUCTS MARKETED:


Breadspreads:

Amul Butter Amul Lite Low Fat Breadspread Amul Cooking Butter

Cheese Range:

Amul Pasteurized Processed Cheddar Cheese Amul Processed Cheese Spread Amul Pizza (Mozarella) Cheese Amul Shredded Pizza Cheese Amul Emmental Cheese Amul Gouda Cheese Amul Malai Paneer (cottage cheese) Frozen and Tinned Utterly Delicious Pizza

Mithaee Range (Ethnic sweets):


Amul Shrikhand (Mango, Saffron, Almond Pistachio, Cardamom) Amul Amrakhand Amul Mithaee Gulabjamuns Amul Mithaee Gulabjamun Mix Amul Mithaee Kulfi Mix

UHT Milk Range:


Amul Taaza 3% fat Milk Amul Gold 4.5% fat Milk Amul Slim-n-Trim 0% fat milk Amul Chocolate Milk Amul Fresh Cream

Amul Snowcap Softy Mix Amul Taaza Double Toned Milk Amul Cow Ghee

Infant Milk Range:


Amul Infant Milk Formula 1 (0-6 months) Amul Infant Milk Formula 2 ( 6 months above) Amulspray Infant Milk Food

Milk Powders:

Amul Full Cream Milk Powder Amulya Dairy Whitener Sagar Skimmed Milk Powder Sagar Tea and Coffee Whitener

Sweetened Condensed Milk:

Amul Mithaimate Sweetened Condensed Milk

Fresh Milk:

Amul Taaza Toned Milk 3% fat Amul Gold Full Cream Milk 6% fat Amul Shakti Standardised Milk 3% fat Amul Smart Double Toned Milk 1.5% fat

Curd Products:

Amul Masti Dahi (fresh curd) Amul Butter Milk Amul Lassee

Amul Ice creams:

Royal Treat Range (Rajbhog, Cappuchino, Chocochips, Butterscotch, Tutti Frutti)

Nut-o-Mania Range (Kaju Drakshi, Kesar Pista, Roasted Almond, Kesar Carnival, Badshahi Badam Kulfi, Shista Pista Kulfi) Utsav Range (Anjir, Roasted Almond) Simply Delicious Range (Vanilla, Strawberry, Pineapple, Rose, Chocolate) Nature's Treat (Alphanso Mango, Fresh Litchi, Anjir, Fresh Strawberry, Black Currant) Sundae Range (Mango, Black Currant, Chocolate, Strawberry) Millennium Icecream (Cheese with Almonds, Dates with Honey) Milk Bars (Chocobar, Mango Dolly, Raspberry Dolly, Shahi Badam Kulfi, Shahi Pista Kulfi, Mawa Malai Kulfi, Green Pista Kulfi) Cool Candies (Orange, Mango) Cassatta Tricone Cones (Butterscotch, Chocolate) Megabite Almond Cone Frostik - 3 layer chocolate Bar Fundoo Range - exclusively for kids SlimScoop Fat Free Frozen Dessert (Vanilla, Banana, Mango, Pineapple) Health : Isabcool

Chocolate & Confectionery:


Amul Milk Chocolate Amul Fruit & Nut Chocolate Amul Eclairs

PROJECT DEFINITION
My project is directed to study the share of AMULs products in the market. Basically it is a survey approach and I have tried my level best to collect data and genuinely applied it to obtain my project goal, and proudly I present it before you. Indian business scenario is improving. Different commodities are contributing to increasing business volume. In this process companies are struggling hard to increase their commodity market share and further down their company market share. In food industry also there is intense competition and different food industries are making deliberations to improve their market share. AMUL is one of them, so I have selected AMUL to study its market share in India by studying small samples of market in the city of Ghaziabad where I put up. I have carried out surveys through questionnaires and interviews with the company retailers in the working of my project. AMUL has many competitors and in the cutthroat competitive scene of todays market it has to fight tough against them to maintain its no. 1 position especially in dairy products. I have also studied the consumer perception about AMUL products and also the competitors products.

BACKGROUND
Current business scenario is passing through a marketing era. Consequently there is faster business development because of liberalization and improving economic environment. At present companies are struggling to improve their market dominance and visibility. In order to survive during present competitive environment companies are trying to grab a larger market share. Growing liberalization and business favorable environmental changes have brought about enormous business opportunities for the companies. In various sectors and commodities, share the business is growing. As a student of marketing management it is advisable to understand the various interactive marketing forces. One of the significant indicator understanding the influence of marketing forces on companies is the market share achieved by a company. Therefore the project undertaken has given me an opportunity to study the creation of market share of AMUL in India.

AMUL PASTEURISED BUTTER


The largest selling brand of butter in India made from fresh cream. Marketed since last four decades. It is made in the most modern, state of the art plant and meets AGMARK standards. Considered as a basic and essential requirements by housewives, it is used to enhance the taste of various dishes like Dosas, Parathas, Omelettes, Pizzas, Pav Bhaji and on Bread. It is available in different packs:100 gm 500 gm 110 x 9.1 gm 200 gm

AMUL LITE BREAD SPREAD


A delicious butter substitute, low in fat, low in cholesterol, it is the prefect way to a healthy breakfast. Most suitable for health conscious people as it has low fat content and cholesterol. It is available in: 200 gm

RESEARCH METHODOLGY
Research Design : The research design which has been used in the project report is Descriptive research design in particular. This is rigid in nature and focuses attention on the following : 1. 2. 3. 4. 5. 6. 7. 8. Formulating the objective of the study. Designing the method of data collection. Selecting the sample. Collecting the sample. Processing and analyzing the data. Reporting the findings. Suggestion and modification if any. Conclusion.

SAMPLE DESIGN :
TYPE OF UNIVERSE : This is the first step in developing any sample design is to clearly define the set of objects, technically called the universe to be studied. Here finite uni-verse has been used for the research purpose. SAMPLING UNIT : A decision has to be taken concerning a sampling unit before selecting the no. of samples. It may be geographical as well as individual. Here Ghaziabad cityhas been taken as a geographical unit and retailers as an individual unit.

SOURCE LIST : It is also known as sampling frame from which sample is to be drawn. No sampling frame was available there except a map of territories. We had generated an idea regarding of sample units on the basis of map that which areas would be essential for the survey. Judgment sampling was taken for this purpose. SIZE OF SAMPLE : This refers the number of items (outlets) to be selected from the finite universe to constitute a sample size. The survey was conducted of 250 outlets.

NATURE OF DATA: In this project report, the data is collected through primary data source.

DATA COLLECTION
TYPE OF DATA COLLECTION PRIMARY METHOD ADOPTED QUSTIONNAIRE MODE OF COMMUNICATION PERSONAL INTERVIEW

DATA INTERPRETATION AND PRESENTATION


P a c k S iz e o f B u t t e r

500m l 13% 200m l 8%

50m l 5%

100m l 74%

M a r k e t S h a r e o f B u tte r

M o th e r D a iry 8% B rita n n ia 8% P a ra g 10%

N u trilite 1%

Ho m e m a de 1%

Am ul 72%

perception for brand as food item


60

50

40

30

20

10

cost

nutrition

hygiene

co.image

consumer choice for ghee

motherdairy 10%

parag 8%

other 2%

amul 36%

everyday 20% anik 24%

consumption of dairy products in daily life.


50 45 40 35 30 25 20 15 10 5 0
bu t te r gh ee ilk ch oc ol at e ice -c re am ch ee se ot he rs s. m

Purchase decision

you 33%

others 4%

advertisemen t 8%

family 55%

milkman 8%

other 4% 0%

amulaya 46%

everyday 42%

amulaya

everyday

milkman

other

Customer satisfaction for amul products

No 11%

Yes 89%

Yes

No

Logo aw areness

No 12%

Yes 88%

Yes

No

consumer choice for cheese

other 8% britannia 16% lebon 40%

amul 36%

lebon

amul

britannia

other

consumer choice for vegetable oil

other 30%

dhara 24%

saffola 16%

sweekar 14%

fortune 16%

dhara

fortune

sweekar

saffola

other

FINDING AND ANALYSIS


1. The company manufactures its product in advance and they stocking to the market after two or three months, so the spoilage of the chances of product becomes higher. 2. The company doesnt provide facility of replacement of spoiled products to its retailers or distributors. 3. There is discrimination in the prices of distributors or the prices at which retailers directly purchase from the market (Distributors prices are higher than market). 4. There is no advertisement from the company like dangleas, posters, hoarding, and Neon sign boards, glow sign boards. 5. The company is not giving any motivational incentive to the retailers. 6. There is unfrequent visit from the company representative to the retailers. 7. The company has a monopoly in the butter market and they enjoy that. 8. The company has captured 72% market in the butter segment. 9. The prices should be kept low to capture more percentage of total market. 10. The company distributors do all their business in cash only.

CONCLUSION & SUGGESTIONS


1. The company should execute butter after manufacturing should reach to the Retailers within one month. 2. The company should make policy for replacement of products. 3. The company should make new distribution that does fair dealing, optimum Allocation of terrorIties to the distributors. 4. New avenues of advertising should be launched like glow sign boards etc. 5. Company offer free gifts or incentives to the retailers to increase their motivational level. 6. New appointments should be done for increasing visits at market places. 7. Prices should be kept in comparison to competitors products so that the company can earn more profit by selling large volumes. 8. In todays scenario the credit plays an important role in business sales. So it should do its dealing in credit also. 9. The company should go for organize retailing. 10.The company should call a meeting of retailers time to time. 11.The company should participate in social activities if possible.

LIMITATIONS
As the project involved the marketing research using questionnaires,viewsexpressedbytherespondentsareconfinedto theelementsofquestionnaire.ButItriedtogetmoreinformation throughgeneralquestionssothatIcouldreachattheclearpicture ofthesituation. Betweenthesenderandthereceiver,duetodifferingperceptions, communicationerrorsintheformofmiscomprehension,selective perceptionetc.creepsin.Inthiscasetoo,thesewereunavoidable, andthusmighthaveaddedtoslightinaccuracyinmyresults. Allcustomersarenotalike.Thustheresultsmaynotholdtruefor everyindividual. Insomeinstancesrespondentsmaynothaverevealedthe truth.

FACULTY OF MANAGEMENT STUDY DR. HARI SINGH GOUR UNIVERSITY SAGAR (M.P.) QUESTIONAIRE
Researcher's Name : Class : B.B.A. II Sem Gender : Address :
Q.1 What all dairy products does your family consume in daily life? a. Butter ( ) b. ghee ( ) c. cheese ( ) d. Dairy whitener ( ) . e. Chocolate ( ) f. ice-cream g. other

Name of Person : ___________________ Age : _____________________________ Occupation : ________________________

Q .2 Who decides the purchase of these products in your family? a. You ( ) b. Family ( ) c. Friends ( ) d. Advertisements ( )

Q.3 Your idea behind choosing a brand as your food item ( mark the order of preference). a. Cost ( ) b. Nutrition ( ) c. Hygiene ( ) d. Company image ( ) Q .2 Which brand butter do you use? a. Amul ( ) b. Parag ( ) c. Mother dairy ( ) d. Britannia. ( ) e. Nutrilite f. Home Made ( ) Q.5 Which brand Dairy whitener do you use? a. Amulaya ( ) b. Everyday ( ) c. Milkman ( ) d. Other, specify. Q.6 Which brand ghee do you use? a. Amul pure ghee ( ) b. Anik ( ) c. Everyday ( ) d. Mother dairy ( ) e. Parag ( ) f.Other, specify . Q.7 Which brand vegetable oil do you use? a. Dhara ( ) b. Manik ( ) c. Fortune ( ) d. Sweekar ( ) e. Saffola ( ) f. Other, specify. Q.8 Which brand cheese do you use ? a. Lebon ( ) b. Amul ( ) c.Britannia ( ) d. Other ( )

Q 9 Are you satisfied by the purity and packaging of amul products? a. yes ( ) b. no ( ) d. 500ml ( )

Q.9 Which pack size of butter do you normally purchase? a. 50ml ( ) b. 100ml ( ) c. 200ml ( )

BIBLIOGRAPHY
Web Sites

www.amul.com www.yahoo.com
www. google.com Books
Philip Kotler C.R. Kothari Boyd

Marketing Management Research Methodology Marketing Research

Company Literature

Printed Literature obtained from Amul India. AMUL Brochures


Magazines

Business Today Business World Economic India