A

PROJECT REPORT
ON
“A Study of Impact of Marketing Strategy on Consumer of Amul
Products”

Submitted in the Partial Fulfillment for the Award of

Degree of Bachelor of commerce

Session 2022-2023
Approved By:
Dr.Umesh Gupta
Prof.& Head
MATS School of Business Studies

Submitted To: Submitted By:

MR. DEEPTANSHU SHARMA M G ABHISHEK
ID No MU20BCMH019
B.COM VI (HONS)
 DEPARTMENT CERTIFICATE

This is to certify that this project entitle “A Study of Impact of Marketing

Strategy on Consumer of Amul Products” with special reference to
Raipur city submitted in partial fulfillment of degree Bachelor of
commerce to the MATS UNIVERSITY Raipur (C.G) done by M G
ABHISHEK ID No. MU20BCMH019 is authentic work carried out by him
under my guidance. The matter embodied in this project work has not been
submitted earlier for award of any degree or diploma to the best of my
knowledge and belief.

Head Of Department

Dr. Umesh Gupta

Mats University, Pandri, Raipur

 CERTIFICATE FROM THE INTERNAL GUIDE

This is to certify that this project entitled “A Study of Impact of Marketing

Strategy on Consumer of Amul Products” submitted in partial fulfillment
of the degree of Bachelor of commerce to MATS School of Business Studies,
MATS University, Raipur, C.G., prepared by M G ABHISHEK ID
MU20BCMH019 is a result of sincere and authentic work carried out by
him/her under the guidance of MR. DEEPTANSHU SHARMA,
Submission of this project is mandatory for award of degree.

Submitted By Guided By

M G ABHISHEK MR. DEEPTANSHU SHARMA

CERTIFICATE OF HOD

DR. UMESH GUPTA

Head of the Department

Mats School of Business Studies

Date:

APPROVAL CERTIFICATE

This is to approve that the work Presented in the project titled “A Study of
Impact of Marketing Strategy on Consumer of Amul Products” was
carried out by M G ABHISHEK and submitted for the partial fulfillment of the
requirement for the award of the degree of Bachelor of Commerce In Mats
University is the original work carried out under the guidance and supervision of
MR. DEEPTANSHU SHARMA and that no part of this work has been submitted
elsewhere for the award of any degree or diploma.

DR. UMESH GUPTA

Head of the Department

 SELF DECLARATION CERTIFICATE

I hereby declare that this project entitled “A Study of Impact of Marketing

Strategy on Consumer of Amul Products” with special reference to
Raipur city, done by me is submitted to the Mats School Of Business
Studies, Pandri, Raipur (C.G) in the partial fulfillment of degree Bachelor
of commerce under the guidance of MR. DEEPTANSHU SHARMA is a
benefited work and it submitted to any other university or institute for any
degree or diploma.

Signature of student

M G ABHISHEK

ID No. MU20BCMH019
 ACKNOWLEDGEMENT

It was a enriching and learning experience for me to do this project. I would like to
acknowledge all those people who have continuously guided me throughout and
helped me in completion of my project entitled “A Study of Impact of Marketing
Strategy on Consumer of Amul Products” with special reference to Raipur city. I am

obliged to the MR. DEEPTANSHU SHARMA for being extremely patient, for
guide me right from the inception till the successful completion of the project. I
sincerely acknowledge them for extending their guidance, support for literature, critical
reviews of project and the report and above all the moral support they had provided to
me with all stages of this project.

I would also like to thank to all the respondents who have helped me for
collection, of data for their honest participation in the research and helped
me directly or indirectly in successful completion of this study for their help
and cooperation throughout the project.
 TABLE OF CONTENT

CHAPTER I 1-5
Introduction

CHAPTER II 6-23
Company Profile

CHAPTER III 24-29

Literature Review

CHAPTER IV 30-31
Research Methodology

CHAPTER V 32-47
Data Analysis And Interpretation

CHAPTER VI 48-49
Finding and Limitation

CHAPTER VII 50-51

Conclusion and Suggestion

ANNEXURE Bibliography 52-53

Webliography

Questionnaire
Chapter 1

Introduction
Marketing strategy is a process that can allow an organization to concentrate its resources on
the optimal opportunities with the goals of increasing a sustainable competitive
advantage.Marketing strategy includes all basic and long – term activities in the field of
marketing that deal with the analysis of the strategic initial situation of a company and the
formulation, evaluation and selection of market – oriented strategies and therefore contribute
to the goals of the company and its marketing objectives.
Marketing strategies serve as the fundamental underpinning of marketing plans designed to fill
market needs and reach marketing objectives. Plans and objectives are generally tested for
measurable results. Commonly, marketing strategies are developed as multi-year plans, with a
tactical plan detailing specifications to be accomplished in the current year. Time horizons
covered by the marketing plan vary by company, by industry, and by nation, however, time
horizons are becoming shorter as the speed of change in the environment increases.Marketing
strategies are dynamic and interactive. They are partially planned and unplanned.
Marketing strategy involves careful scanning of the internal and external environments.
Internal environmental factors include the marketing mix, plus performance analysis and
strategic constraints. External environmental factors include customer analysis, competitors
analysis, target market analysis, as well as evaluation of any elements of thetechnological,
economic, cultural or political/legal environment likely to impact success. A key component
of marketing strategy is often to keep marketing in line with a company’s overarching mission
statement.
Once a thorough environment scan is complete, a strategic plan can be constructed to identify
business alternatives, establish challenging goals, determine the optimal marketing mix to
attain these goals, and detail implementation. A final step in developing a marketing strategy
is to create a plan to monitor progress and a set of contingencies if problems arise in the
implementation of the plan.

Fig. 1.1 Marketing Strategy

1
The benefits of a planned marketing strategy are numerous. Business owners often rely
solely on their intuition to make business decisions. While this informal knowledge is
important in the decision making process, it may not provide you with all the facts you
need to achieve marketing results. A marketing strategy will help you in defining
business goals and develop activities to achieve them.

Definition
An organization’s strategy that combines all of its marketing goals into
one comprehensive plan. A good marketing strategy should be drawn from market
research and focus on the right product mix in order to achieve the maximum profit
potential and sustain the business. The marketing strategy is the foundation of a marketing
plan.

Characteristics/Features of strategic decision

 Strategic decisions have major resource propositions for an organization. These
decisions may be concerned with possessing new resources, organizing others or
reallocating others.
 Strategic decisions deal with harmonizing organizational resource capabilities with the
threats and opportunities.
 Strategic decisions deal with the range of organizational activities. It is all about what
they want the organization to be like and to be about.
 Strategic decisions involve a change of major kind since an organization operates in
ever-changing environment.
 Strategic decisions are complex in nature.
 Strategicdecisions are at the top most level, are uncertain as they deal with the future,
and involve a lot of risk.
 Strategic decisions are different from administrative and operational decisions.
Administrative decisions are routine decisions which help or rather facilitate strategic
decisions or operational decisions. Operational decisions are technical decisions which
help execution of strategic decisions. To reduce cost is a strategic decision which is
achieved through operational decision of reducing the number of employees and how
we carry out these reductions will beadministrative decisions.

Scope of Marketing Strategy

A market strategy under which a company may either choose to segment the market or to
pursue a single-market strategy. Market-scope strategy thus specifically amounts to
identification of the bases for forming market segments or establishing criteria for

2
segmentation, and choosing to serve a single market, several distinct markets, or the entire
market.

(1) Single-market strategy:- A variety of reasons may lead a company to concentrate its
efforts on a single segment. For example, a small company, in order to avoid confrontation
with large competitors' may find a unique niche in the market and devote its energies to serving
this market.

A single-market strategy often affects profitability in a positive manner. Due to concentrated

effort in a market, particularly when competition is meager, It is feasible to keep costs down
while prices are kept high, and thus earn substantially higher profits. Although the growth
objective may not be achieved when this strategy is followed, a company may be able to
increase its market share if the chosen segment is large enough vis-?-vis the overall market.

(2) Multi-market Strategy:- Instead of limiting business to one segment, a company may
opt to serve several distinct segments. To successfully implement the multi-market strategy, it
is necessary to choose those segments with which the company feels most comfortable and in
which the company is able to avoid confronting companies serving the entire market.

The multi-market strategy can be executed in one of two ways: either by selling different
products in different segments, or by distributing the same product in a number of segments.

(3) Total-market strategy:-A company using the total-market strategy serves the entire
spectrum of the market by selling different products directed toward different segments in the
market. The strategy evolves over a great number of years of operations. Initially a company
may start with a single product to serve the market.As the market grows and gets into different
segments, leading competitors may attempt to compete in all the segments. This may be done
by employing different combinations of product, price, promotion, and distribution strategies.
These dominant companies may also attempt to enter new segments as they emerge. As a matter
of fact, the leading companies may themselves create new segments and try to control them at
the outset.

The total-market strategy is highly risky. For this reason only

a very small number of companies in an industry may follow this strategy. It requires a top-
management commitment to embracing the entire market. Additionally, a company needs an
ample amount of resources to implement this strategy. Finally, only companies in a strong
financial position may find this strategy attractive. As a matter of fact, a deteriorating financial
position may force a company to move backward from across-the-board market strategy.

The total-market strategy can be highly rewarding in terms of

achieving growth and market share. It may or may not lead to increased profitability.

Types of Marketing Strategies

3
1. Social Marketing
It refers to the design, implementation and control of programs to increase the
acceptability of a social cause or practice among people e.g. No Smoking campaign in
Delhi University, publicity campaign for casting vote.

2. Direct Marketing
Marketing through various advertising media that interact directly with consumers, generally
calling for the consumer to make a direct response, e.g.Catalogue Selling, Mail-order, Tele-
calling and TV shopping.

3. Place Marketing
Place marketing involves activities undertaken to create, maintain, or change attitudes and
behavior towards particular places e.g.tourism marketing.

4. Differential Marketing
A market-coverage strategy in which a firm decides to target different markets through
different strategies or offers e.g. Hindustan Unilever offers different types and qualities soaps
for different markets and customers.

Process of Marketing Strategy

Fig. Process of Marketing Strategy

4
Elements of marketing stretegy
A good strategic marketing plan has four elements that make it successful. These include:

1. Goal(s):- You should have one or two goals which enable your facility to reach its revenue
and profitability objectives. Typically, my clients use budgeted overall census and/or skilled
census as their goal. A number like budgeted census meets the criteria for goal; meeting
budgeted census should, theoretically, enable the facility achieve its revenue and profitability
objectives. It’s also a number that is measurable and specific.

2. Objectives:-These are measurable and specific milestones that, when reached, mean you
should have achieved your goal. The most common objectives I see used in marketing plans
are admissions, discharges, conversion rates and referrals. There is a simple test to determine
if an objective is a good one: If the facility reaches its goal but doesn’t reach its objectives, then
the objectives are not the right ones. If the facility reaches its objectives, but doesn’t reach its
goal, then the objectives are bad.

3. Strategies:- Here are your general descriptions of how the facility will reach its objectives.
Each facility should have different strategies based on their unique situations. The most
common strategies employed include: increasing referrals from existing referral sources,
developing new referral sources, maximizing conversion ratios through improving the
admissions process, and increasing referrals through community-based marketing tactics.

4. Tactics. Or “action steps,”:- which are the specific individual activities your staff will
engage to realize your strategies. What makes the marketing plan work is that your tactics are
structured with three elements: the task, the individual on the team who’s responsible for
completing the task and the timeframe for getting the task completed. Structured in this way,
you can hold your team accountable to the action items and executing the marketing plan.

5
History of Amul
Amul is an Indian dairy cooperative, based at Anand in the state of Gujarat, India. The word
Amul is derived from the Sanskrit word Amulya, meaning invaluable. The co-operative is also
sometimes referred to by the unofficial backronym: Anand Milk Union Limited.

Formed in 1946, it is a brand managed by a cooperative body, the Gujarat Co-operative Milk
Marketing Federation Ltd. (GCMMF), which today is jointly owned by 3.03 million milk
producers in Gujarat.

Amul spurred India's White Revolution, which made the country the world's largest producer
of milk and milk products. In the process Amul became the largest food brand in India and has
also ventured into markets overseas.

DrVergheseKurien, founder-chairman of the GCMMF for more than 30 years (1973-2006), is

credited with the success of Amul.

Fig. 2.1 Dr. V. Kurien (History of Amul)

The Kaira District Co-operative Milk Producers' Union Ltd. was registered on December 1,
1946 as a response to the exploitation of marginal milk producers by traders or agents of the
only existing dairy, the brand dairy, in the small town of Anand (in Kaira District of Gujarat).
Milk Producers had to travel long distances to deliver milk, which often went sour in summer,
to Polson. The prices of buffalo and cow milk were arbitrarily determined. Moreover, the
government at that time had given monopoly rights to Polson to collect milk from Anand and
supply it to Bombay city.

It all began when milk became a symbol of protest founded in 1946 to stop the exploitation by
middlemen inspired by the freedom movement.

6
The seeds of this unusual saga were sown more than 65 years back in Anand, a small town in
the state of Gujarat in western India. The exploitative trade practices followed by the local trade
cartel triggered off the cooperative movement. Angered by unfair and manipulative practices
followed by the trade, the farmers of the district approached the great Indian patriot
SardarVallabhbhai Patel for a solution. He advised them to get rid of middlemen and form their
own co-operative, which would have procurement, processing and marketing under their
control.

In 1946, the farmers of this area went on a milk strike refusing to be cowed down by the cartel.
Under the inspiration of Sardar Patel, and the guidance of leaders like Morarji Desai and
Tribhuvandas Patel, they formed their own cooperative in 1946.

This co-operative, the Kaira District Co-operative Milk Producers Union Ltd. began with just
two village dairy co-operative societies and 247 litres of milk and is today better known as
Amul Dairy. Amul grew from strength to strength thanks to the inspired leadership of
Tribhuvandas Patel, the founder Chairman and the committed professionalism of
DrVergheseKurien,who was entrusted the task of running the dairy from 1950.

The then Prime Minister of India, LalBahadurShastri decided that the same approach should
become the basis of a National Dairy Development policy. He understood that the success of
Amul could be attributed to four important factors. The farmers owned the dairy, their elected
representatives managed the village societies and the district union, A they employed
professionals to operate the dairy and manage its business. Most importantly, the co-operatives
were sensitive to the needs of farmers and responsive to their demands.

At his instance in 1965 the National Dairy Development Board was set up with the basic
objective of replicating the Amul model. Dr. Kurien was chosen to head the institution as its
Chairman and asked to replicate this model throughout the country.

Organization
Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF), is India's largest food product
marketing organization with annual turnover (2011-12) US$ 2.5 billion. Its daily milk
procurement is approx 13 million lit (peak period) per day from 16,117 village milk cooperative
societies, 17 member unions covering 24 districts, and 3.18 million milk producer members.

It is the Apex organization of the Dairy Cooperatives of Gujarat, popularly known as 'AMUL',
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. Its success has not
only been emulated in India but serves as a model for rest of the World. It is exclusive
marketing organization of 'Amul' and 'Sagar' branded products. It operates through 47 Sales
Offices and has a dealer network of 5000 dealers and 10 lakh retailers, one of the largest such
networks in India. Its product range comprises milk, milk powder, health beverages, ghee,
butter, cheese, Pizza cheese, Ice-cream, Paneer, chocolates, and traditional Indian sweets, etc.

7
 Fig. 2.2 Organization of Amul

GCMMF is India's largest exporter of Dairy Products. It has been accorded a "Trading House"
status. Many of our products are available in USA, Gulf Countries, Singapore, The Philippines,
Japan, China and Australia. GCMMF has received the APEDA Award from Government of
India for Excellence in Dairy Product Exports for the last 13 years. For the year 2009-10,
GCMMF has been awarded "Golden Trophy' for its outstanding export performance and
contribution in dairy products sector by APEDA.

For its consistent adherence to quality, customer focus and dependability, GCMMF has
received numerous awards and accolades over the years. It received the Rajiv Gandhi National
Quality Award in1999 in Best of All Category. In 2002 GCMMF bagged India's Most
Respected Company Award instituted by Business World. In 2003, it was awarded the IMC
Ramkrishna Bajaj National Quality Award - 2003 for adopting noteworthy quality management
practices for logistics and procurement. GCMMF is the first and only Indian organization to
win topmost International Dairy Federation Marketing Award for probiotic ice cream launch
in 2007.

The Amul brand is not only a product, but also a movement. It is in one way, the representation
of the economic freedom of farmers. It has given farmers the courage to dream. To hope.To
live.

8
GCMMF - An Overview
Year of Establishment 1973
Members 17 District Cooperative Milk Producers'
Unions (16 Members & 1 Nominal
Members)
No. of Producer Members 3.18 Million
No. of Village Societies 16,117
Total Milk handling capacity per day 13.67 Million litres per day
Milk Collection (Total - 2011-12) 3.88 billion litres
Milk collection (Daily Average 2011-12) 10.6 million litres (peak 13 million)
Milk Drying Capacity 647 Mts. per day
Cattle feed manufacturing Capacity 3690 Mts. per day
Sales Turnover -(2011-12) Rs. 11668 Crores (US $2.5 Billion)
CRISIL Rating for GCMMF

Table 2.3 An overview of Amul Company

Sales Turnover Rs (million) US $ (in million)

1994-95 11140 355
1995-96 13790 400
1996-97 15540 450
1997-98 18840 455
1998-99 22192 493
1999-00 22185 493
2000-01 22588 500
2001-02 23365 500
2002-03 27457 575
2003-04 28941 616
2004-05 29225 672
2005-06 37736 850
2006-07 42778 1050
2007-08 52554 1325
2008-09 67113 1504
2009-10 80053 1700
2010-11 97742 2172
2011-12 116680 2500

Table. 2.4 Sales Turnover of Amul Products

9
MemberUnionsofAmul
1. Kaira District Cooperative Milk Producers' Union Ltd., Anand

2. Mehsana District Cooperative Milk Producers' Union Ltd, Mehsana

3. Sabarkantha District Cooperative Milk Producers' Union Ltd., Himatnagar

4. Banaskantha District Cooperative Milk Producers' Union Ltd., Palanpur

5. Surat District Cooperative Milk Producers' Union Ltd., Surat

6. Baroda District Cooperative Milk Producers' Union Ltd., Vadodara

7. Panchmahal District Cooperative Milk Producers' Union Ltd., Godhra

8. Valsad District Cooperative Milk Producers' Union Ltd., Valsad

9. Bharuch District Cooperative Milk Producers' Union Ltd., Bharuch

10. Ahmedabad District Cooperative Milk Producers' Union Ltd., Ahmedabad

11. Rajkot District Cooperative Milk Producers' Union Ltd., Rajkot

12. Gandhinagar District Cooperative Milk Producers' Union Ltd., Gandhinagar

13. Surendranagar District Cooperative Milk Producers' Union Ltd., Surendranagar

14. Amreli District Cooperative Milk Producers Union Ltd., Amreli

15. Bhavnagar District Cooperative Milk Producers Union Ltd., Bhavnagar

16. Kutch District Cooperative Milk Producers' Union Ltd., Anjar

Impact of the "Amul Model"

The effects of Operation Flood Programme are more appraised by the World Bank in its recent
evaluation report. It has been proved that an investment of Rs. 20 billion over 20 years under
Operation Flood Programme in 70s & 80s has contributed in increase of India’s milk
production by 40 Million Metric Tonne (MMT) i.e. from about 20 MMT in pre- Operation
Flood period to more than 60 MMT at the end of Operation flood Programme. Thus, an
incremental return of Rs. 400 billion annually have been generated by an investment of Rs. 20
billion over a period of 20 years. This has been the most beneficial project funded by the World
Bank anywhere in the World. One can continue to see the effect of these efforts as India’s milk
production continues to increase and now stands at 90 MMT. Despite this fourfold increase in
milk production, there has not been drop in the prices of milk during the period and has
continued to grow.

10
Due to this movement, the country’s milk production tripled between the years 1971 to 1996.
Similarly, the per capita milk consumption doubled from 111 gms per day in 1973 to 222 gms
per day in 2000. Thus, these cooperatives have not just been instrumental in economic
development of the rural society of India but it also has provided vital ingredient for improving
health & nutritional requirement of the Indian society. Very few industries of India have such
parallels of development encompassing such a large population.

These dairy cooperatives have been responsible in uplifting the social & economic status of the
women folk in particular as women are basically involved in dairying while the men are busy
with their agriculture. This has also provided a definite source of income to the women leading
to their economic emancipation.

The three-tier ‘Amul Model’ has been instrumental in bringing about the White Revolution in
the country. As per the assessment report of the World Bank on the Impact of Dairy
Development in India, the ‘Anand Pattern’ has demonstrated the following benefits:

 The role of dairying in poverty reduction.

 The fact that rural development involves more than agricultural production.
 The value of national ‘ownership’ in development.
 The beneficial effects of higher incomes in relieving the worst aspects of poverty.
 The capacity of dairying to create jobs.
 The capacity of dairying to benefit the poor at low cost.
 The importance of commercial approach to development.
 The capacity of single-commodity projects to have multi-dimensional impacts.
 The importance of getting government out of commercial enterprises.
 The importance of market failure in agriculture.
 The power & problems of participatory organisations.
 The importance of policy.

Amul Brand Building

GCMMF (AMUL) has the largest distribution network for any FMCG company. It has nearly
50 sales offices spread all over the country, more than 3,000 wholesale dealers and more than
5,00,000 retailers.

AMUL is also the largest exporter of dairy products in the country. AMUL is available today
in over 40 countries of the world. AMUL is exporting a wide variety of products which include
Whole and Skimmed Milk Powder, Cottage Cheese (Paneer), UHT Milk, Clarified Butter
(Ghee) and Indigenous Sweets. The major markets are USA, West Indies, and countries in
Africa, the Gulf Region, and [SAARC] SAARC neighbours, Singapore, The Philippines,
Thailand, Japan and China.

11
In September 2007, Amul emerged as the leading Indian brand according to a survey by
Synovate to find out Asia's top 1000 Brands.

In 2011, Amul was named the Most Trusted brand in the Food and Beverages sector in The
Brand Trust Report, published by Trust Research Advisory.

Developing demand of Amul:

At the time Amul was formed, consumers had limited purchasing power, and modest
consumption levels of milk and other dairy products. Thus Amul adopted a low-cost price
strategy to make its products affordable and attractive to consumers by guaranteeing them value
for money.

Higher value products of Amul:

Beginning with liquid milk, GCMMF enhanced the product mix through the progressive
addition of higher value products while maintaining the desired growth in existing products.

Despite competition in the high value dairy product segments from firms such as Hindustan
Lever , Nestle and Britannia GCMMF ensures that the product mix and the sequence in which
Amul introduces its products is consistent with the core philosophy of providing milk at a basic,
affordable price.

The distribution network:

Amul products are available in over 500,000 retail outlets across India through its network of
over 3,500 distributors. There are 47 depots with dry and cold warehouses to buffer inventory
of the entire range of products.

GCMMF transacts on an advance demand draft basis from its wholesale dealers instead of the
cheque system adopted by other major FMCG companies. This practice is consistent with
GCMMF's philosophy of maintaining cash transactions throughout the supply chain and it also
minimizes dumping.

Wholesale dealers carry inventory that is just adequate to take care of the transit time from the
branch warehouse to their premises. This just-in-time inventory strategy improves dealers'
return on investment (ROI). All GCMMF branches engage in route scheduling and have
dedicated vehicle operations.

Umbrella brand:
The network follows an umbrella branding strategy. Amul is the common brand for most
product categories produced by various unions: liquid milk, milk powders, butter, ghee, cheese,
cocoa products, sweets, ice-cream and condensed milk.

12
Amul's sub-brands include variants such as Amulspray, Amulspree, Amulya and Nutramul.
The edible oil products are grouped around Dhara and Lokdhara, mineral water is sold under
the JalDhara brand while fruit drinks bear the Safal name.

Managing the supply chain of Amul

Even though the cooperative was formed to bring together farmers, it was recognised that
professional managers and technocrats would be required to manage the network effectively
and make it commercially viable.

Coordination
Given the large number of organisations and entities in the supply chain and decentralised
responsibility for various activities, effective coordination is critical for efficiency and cost
control. GCMMF and the unions play a major role in this process and jointly achieve the
desired degree of control.

Buy-in from the unions is assured as the plans are approved by GCMMF's board. The board is
drawn from the heads of all the unions, and the boards of the unions comprise of farmers elected
through village societies, thereby creating a situation of interlocking control.

The federation handles the distribution of end products and coordination with retailers and the
dealers. The unions coordinate the supply side activities.

These include monitoring milk collection contractors, the supply of animal feed and other
supplies, provision of veterinary services, and educational activities.

From the beginning, it was recognized that the unions' core activity lay in milk processing and
the production of dairy products. Accordingly, marketing efforts (including brand
development) were assumed by GCMMF. All other activities were entrusted to third parties.
These include logistics of milk collection, distribution of dairy products, sale of products
through dealers and retail stores, provision of animal feed, and veterinary services.

It is worth noting that a number of these third parties are not in the organized sector, and many
are not professionally managed with little regard for quality and service.

This is a particularly critical issue in the logistics and transport of a perishable commodity
where there are already weaknesses in the basic infrastructure.

13
Establishing best practices
A key source of competitive advantage has been the enterprise's ability to continuously
implement best practices across all elements of the network: the federation, the unions, the
village societies and the distribution channel.

In developing these practices, the federation and the unions have adapted successful models
from around the world. It could be the implementation of small group activities or quality
circles at the federation. Or a TQM program at the unions. Or housekeeping and good
accounting practices at the village society level.

More important, the network has been able to regularly roll out improvement programs across
to a large number of members and the implementation rate is consistently high.

For example, every Friday, without fail, between 10.00 a.m. and 11.00 a.m., all employees of
GCMMF meet at the closest office, be it a department or a branch or a depot to discuss their
various quality concerns.

Each meeting has its pre-set format in terms of Purpose, Agenda and Limit (PAL) with a
process check at the end to record how the meeting was conducted. Similar processes are in
place at the village societies, the unions and even at the wholesaler and C&F agent levels as
well.

Examples of benefits from recent initiatives include reduction in transportation time from the
depots to the wholesale dealers, improvement in ROI of wholesale dealers, implementation of
Zero Stock Out through improved availability of products at depots and also the
implementation of Just-in-Time in finance to reduce the float.

Kaizens at the unions have helped improve the quality of milk in terms of acidity and sour
milk. (Undertaken by multi-disciplined teams, Kaizens are highly focussed projects, reliant on
a structured approach based on data gathering and analysis.) For example, Sabar Union's
records show a reduction from 2.0% to 0.5% in the amount of sour milk/curd received at the
union.

The most impressive aspect of this large-scale roll out is that improvement processes are
turning the village societies into individual improvement centers.

Technology and e-initiatives

GCMMF's technology strategy is characterized by four distinct components: new products,
process technology, and complementary assets to enhance milk production and e-commerce.

Few dairies of the world have the wide variety of products produced by the GCMMF network.
Village societies are encouraged through subsidies to install chilling units. Automation in
processing and packaging areas is common, as is HACCP certification. Amulactively pursues

14
developments in embryo transfer and cattle breeding in order to improve cattle quality and
increases in milk yields.

GCMMF was one of the first FMCG (fast-moving consumer goods) firms in India to employ
Internet technologies to implement B2C commerce.

Today customers can order a variety of products through the Internet and be assured of timely
delivery with cash payment upon receipt.

Another e-initiative underway is to provide farmers access to information relating to markets,

technology and best practices in the dairy industry through net enabled kiosks in the villages.

GCMMF has also implemented a Geographical Information System (GIS) at both ends of the
supply chain, i.e. milk collection as well as the marketing process.

Farmers now have better access to information on the output as well as support services while
providing a better planning tool to marketing personnel.

Amul girl:
Amul girl refers to the advertising mascot used by Amul, an Indian dairy brand. The Amul girl
is a hand-drawn cartoon of a young, chubby Indian girl dressed in a polka dotted frock with
blue hair and a half pony tied up. The Amulgirl advertising have often been described as one
of the best Indian Advertising concepts because of their humour.

Fig. TheAmul Baby

15
The Amul girl was created as a response to Amul's rival brand Polson's butter-girl. The idea
was conceived in 1967 once ASP (Advertising, Sales and Promotion) clinched the brand
portfolio from the previous agency FCB Ulka.

Development of Amul Baby:

In 1966, Amul decided to give their account to the Advertising agency called Advertising and
Sales Promotion (ASP) to work on their ad campaign. Sylvester da Cunha, then the managing
director of the agency and Eustace Fernandez, art director decided to create something that
would grab the attention of every housewife in the country. DrVergheseKurien, then chairman
of the Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF) suggested a
mischievous little girl as a mascot with two requirements. It had to be easy to draw and
memorable as most of the advertising would be outdoor media which required hand painting
in those days and the hoardings had to be changed frequently.

EuataceFernandes:
Eustace S. Fernandes , creator of the Amul moppet and a director on the board of Radeus
Advertising, which created the iconic Amul advertising.

Fig. Eustace S. Fernandes

Advertising of Amul
An Amul butter ad on Pakistan's Kargil War fiasco. The image shows the "Amul baby" in
between George Fernandes and AtalBehari Vajpayee.

In 1966, Amul hired Sylvester daCunha, then managing director of the advertising agency AS
to design a new ad campaign for Amul Butter. daCunha designed an add campaign as series of
hoardings with topical ads, relating to day-to-day issues. The campaign was widely popular

16
and earned a Guiness world record for the longest running ad campaign in the world. Since the
1980s, cartoon artist Bharat Dabholkar has been involved with sketching the Amul ads, who
rejected the trend of using celebrities in advertisement campaigns. Dabholkar credited
chairman Varghese Kurien with creating a free atmosphere that fostered the development of
the ads.

Despite encountering political pressure on several occasions, daCunha's agency has made it a
policy of not backing down. Some of the more controversial Amul ads include one commenting
on Naxalite uprising in West Bengal, on the Indian Airlines employees strike, and the one
depicting the Amul butter girl wearing a Gandhi cap.

In popular culture
The establishment of Amul is also known as White Revolution. The White Revolution of India
inspired the notable Indian film-maker ShyamBenegal to base his film Manthan (1976) on it.
The film starred SmitaPatil, GirishKarnad, Naseeruddin Shah and AmrishPuri. The film itself
was financed by over five lakh rural farmers in Gujarat who contributed Rs 2 each to the film'š
budget. Upon its release, these same farmers went in truckloads to watch 'their' film, making it
a commercial success., the film was chosen for the 1977 National Film Award for Best Feature
Film in Hindi. The Amul success story is taken up as a case study in marketing in many premier
management institutes across the world.

The White Revolution ushered an era of plenty from a measly amount of milk production and
distribution. Aside from the great measurable success that this project was, it also demonstrated
the power of "collective might". A small set of poor farmers of Kheda district in Gujarat had
the vision and foresight to act in a way that was good for the society and not for the self alone.

Amul products:
AMUL means "priceless" in Sanskrit. The brand name "Amul," from the Sanskrit "Amoolya,"
was suggested by a quality control expert in Anand. Variants, all meaning "priceless", are found
in several Indian languages. Amul products have been in use in millions of homes since 1946.
Amul Butter, Amul Milk Powder, Amul Ghee, Amulspray, Amul Cheese, Amul Chocolates,
AmulShrikhand, Amul Ice cream, Nutramul, Amul Milk and Amulya have made Amul a
leading food brand in India. (Turnover: Rs. 80.05 billion in 2009-10). Today Amul is a symbol
of many things. Of high-quality products sold at reasonable prices. Of the genesis of a vast co-
operative network.Of the triumph of indigenous technology.Of the marketing savvy of a
farmers' organisation.And of a proven model for dairy development.

The vast and ever-growing range of 'tasteful' Amuldelectables!

17
18
AmulParlours
 AmulParlours
 Amul Scooping Parlours
 Amul Café
 Amul Railway parlours
 Amul Kiosks, etc.

Business Mission OfAmul

As we take strides towards our future, we need a mission which create an objective for our
organization so that we can direct our efforts in order to achieve organizational growth, this
mission must be backed up by a set of action plans which may help us in achieving our
objectives in a best possible manner Amul has prepared a comprehensive roadmap in order to
guide that the dairy cooperatives of Gujarat to have a group turnover of Rs. 27000 crores by
the year 2020. The company is planning on its expansion and through expansion the company
will create fresh avenues for growth by catering to the rising demand for new products, this
would include increasing the capacity for major product categories including milk powders,
Ice-cream, paneer, cheese, curd, ghee and other dairy products. Milk drying capacity will also
be enhanced. in order to to strengthen the presence of company in the large market, for liquid
milk Special emphasis will be given to metropolitan cities. The company is planning to double
its processing capacity of its plants to 20.7 million kg per day. The basic raw material of Amul
products is milk and for increasing milk production nutritious feed should be provided to
animals. For this very purpose the company is planning to expand its cattle feed manufacturing
capacity by 2020. Amul's achievement of its mission will not only be beneficial for the
organization but it will be helpful for the development of economy as a whole.

Marketing Objectives OfAmul

As a company the marketing objective of Amul is to provide quality products to the customers
that satisfies their requirements. The company is manufacturing only those products which are
not hazardous for the human consumption. In food items Amul is providing nutritious and good
quality food to its customers at affordable prices, which is one of the main reason of its quality
image in the mind of consumer. With the introduction of noodles to our product range we are
providing a healthier product for our customers in shape of noodles with varied tastes and
flavours.

Regarding our sales objective we have set aggressive yet achievable objectives for the first,
second and continuing years of the launch of our product .

19
  First year objective ( jan 2010 to dec 2010)

We want to achieve sales for 40% of our existing capacity gaining at least 20% of market. It
will be backed by strong advertisement and sales promotion as at least 20% of customers of
the total market share may not be loyal towards a certain brand of noodles

 Second an continuing year objectives (JAN 2011 TO DEC 2011)

We want to achieve at least 10% growth in sales on quarterly basis.

Marketing Plan OfAmul

Organizations use marketing plans for several purposes, which are connected with creation and
retention of a customer. Several purposes for which marketing plans are used are :

 Finding out the market for the products.

 Tastes and preferences in terms of customer likings.
 Competitors their strengths and weaknesses.
 Outlining a plan for getting and retaining customers.
 Recognizing and predicting change.

The main feature of a good marketing plan are:

 To know the customer.
 What he likes and what he doesn't like.
 What he expects out of a product.
 Know your competition, related products, strengths and weaknesses.

Determining these factors can help you understand the strengths and weaknesses of your
competitor, needs wants and desires of a customer and changes in the market. A marketing plan
should be able to cover all of the above features so as to be successful in terms of achievement
of objective of the brand.

In order to make a successful marketing plan it should follow the following steps:-

 Remember the four P's of marketing. To obtain your goal, your plan should consider
product, price, place and promotion.
 Describe your target market. This can be done in many ways including segmenting on
the basis of: age, gender, career, income level or where customers live.
 Recognize your competition. This can be done through market research data, product
demand, determining strengths and weaknesses of competitors.
 Define your product, and try describing it from a customer's point of view. Successful
marketers know or have some idea of what their customers want or expect from them,
companies working on the needs of the customers and marketing products keeping in
view customer values usually experience a rapid increase in sales.

20
  Make a marketing budget for your plan. This is one of the necessary step in market plan
as companies become prepared for what they have to spend on advertisements as it
includes money needed for advertising and promotions, materials and a list of media
use, as a practical marketing plan needs money.
 Create a pricing strategy. A company should also develop a pricing strategy, by doing
this, you can get a complete knowledge of how to price your product, whether it is in
line with competitors price and how you can bring the prices in line. To be successful,
you should have a well-planned strategy, establish your policies, and always check
prices and operating costs in order to maximize profits.
 Make an efficient promotional strategy. An efficient promotional strategy can be
helpful for the cause of the organization which can lead to increased sales like
advertisements in magazines, TV, radio, etc. your strategy should use different outlets
to advertise and continue using the ones that work in order to reap high benefits.

Competitors
As this marketing plan has been prepared for the launch of noodles by Amul, it is better to
consider the competition the competition in this very segiment. In india the market leader for
noodles is Maggi, Maggi has been familiar to every individual in India for more than 25 years.
Maggi as a brand came up in 1983 , this brand has been able to create a market for itself as
when it was launched it was a new product for Indians. Maggi made noodle a household
product by generating it's requirement in the masses in India. To lay an emphasis on its silver
jubilee, Maggi is running an advertisement campaign " Me&Meri Maggi". The new campaign
is designed to be interactive with the brand, inviting its consumers to share interesting stories
Maggi which have a linking in their life.

Maggi became a successful product because it understood the needs, wants and desires of the
consumers. Maggi slowly attached itself to Indian consumer's needs without disruption of his
other food habits. Maggi took into consideration preferences of the consumes, as when
consumers wanted healthy food, Maggi launched Atta Noodle. Maggi over these years have
made lot of mistakes due to its experiments which it has been time and again trying to make
with its products. Although there are other competitors for noodles in India like Top Ramen
and Ching's veg noodles but they are having a limited market share in the Indian market

Target market identification and strategy

In a market different consumers have varying needs and wants, every person may not like the
same food due to their varying tastes and preferences, therefore marketers start dividing the
markets into various segments. They identify the features of various consumers who may

21
require the same products and services by checking their utility for the product, like if a
marketers starts marketing of newspaper to illiterate, cigarette to non smokersetc, the sellers
products will not satisfy any need of consumer and hence the consumer will not purchase the
product. Thus a marketer should properly segment the market on the basis of needs and
requirements of the consumer in order to determine his target market.

In case of noodles we will segment the markets on the basis of "age" which would determine
the target market for our company. We have further fragmented our target market on the basis
of tastes of people, some of the prospective customers may like sweet dishes where as some
among the people in our target market may like salty dishes whereas there are others who prefer
classic noodles with masala. Therefore in order to cater to all the fragmented markets we are
coming up with products for all of them in order to have maximum share of the market. In India
potential consumers who consume noodles are the people who are of the age group of 3-20
years, and we would target the consumers from the same segment by framing our promotions
and advertisement campaigns to attract people from the market segment based on the
mentioned age group, by doing this we would be able to focus on the large chunk of people
who consume noodles in large quantities and can be our prospective customers. This can only
be achieved by creating awareness about the product through promotions and advertisements
which composes the marketing mix of our company.

Awards Won by Amul

 THE AMUL VIDYA BHUSHAN AWARD
 Green Globe Award
 GCMMF receives Srishti's G-Cube Award – 2010
 ET-Corporate Citizen Award of the Year 2010-11 to GCMMF
 NGO Lifetime Achievement Awards for Dr. Kurien
 Amul Bags International Dairy Federation Award
 AMUL Bags International Dairy Federation Award and Srishti G-Cube Award for
Good Green Governance – 2009
 Amul Pro-Biotic Ice-cream Gets No. 1 Award At World Dairy Summit
 Ramkrishna Bajaj National Quality Award-2003
 AMUL - THE TASTE OF INDIA (GCMMF) RECEIVES INTERNATIONAL CIO
100 AWARD FOR RESOURCEFULNESS
 Rajiv Gandhi National Quality Award – 1999
 AmulVidyaBhushan Award (STD 12)
 AmulVidya Shree Award (STD 10)

Achievements of Amul
 This effort to provide green cover to the earth was also acknowledged when the state
level apex body of Gujarat Dairy Cooperatives - GCMMF received four successive

22
 prestigious "SRISHTI's G-Cube Award"-2007, 2008, 2009 and 2010 for Good Green
Governance in the "Service Category".

 Further, "Amul Green" movement has also been awarded by International Dairy
Federation for best environment initiative in the "sustainability category" during the 4th
Global Dairy Conference held at Salzburg Congress Center, Austria on 28th April,
2010.

 It has been estimated that when one tree is cut, in monetary terms there is loss or Rs.
33 lakhs (Oxygen worth of Rs. 5.3 lakhs, Land Fertility of Rs. 6.4 lakhs, Rs. 10.5 lakh
for reduction of pollution of atmosphere and Rs. 5.3 lakh towards Flowers / Fruits and
habitation to birds - animals). But the benefits that accrue to mankind when a tree is
planted cannot be measured in money and is priceless.

 The producer members of GCMMF have really set an example for all the cooperatives
and other institutions to turn India green in the era of Global warming and
environmental crisis.

 When 3 million dairy farmers of Gujarat have planted more than 311.98 lakh trees in
just five years and are planning to plant more trees every year, they are doing an
invaluable - truly Amul - service to the society.

 In an era of global warming, Amul is contributing its share in making Gujarat lush
green. In this way, the milk producers of Gujarat are ushering in a silent revolution of
greening Gujarat.

Head Office:
Gujarat Cooperative Milk Marketing Federation Ltd.
Amul Dairy Road,
P B No.10, Anand - 388 001,
Gujarat, India.

Fig.Head Office of Amul

23
Quality Movements And Quality Policies Of Amul
We - The motivated and devoted work-force of AMUL- are committed to produce wholesome
and safe foods of excellent quality to remain market leader through deployment of quality
management systems, state-of-art-technology, innovation and eco-friendly operations to
achieve delightment of customers and betterment of milk producers.

FOOD SAFETY POLICY

We at AMUL, are committed to produce safe and wholesome food to continually remain as the
market leader by providing food products delighting customer expectations and bestow safety.
We strive to achieve this by:

 Improving raw milk quality ;

 Applying innovative technology for manufacturing food products;
 Employing quality and food safety management practices to manufacture food products
in a eco-friendly environment ;
 Meeting applicable statutory and regulatory requirements ;
 Effectively communicate and constantly improve professional skills of employees
emphasizing continuous improvement of quality and food safety issues.

Amul has implemented the Quality Management System of international standard to offer
‘invaluable’ products to national and international customers. Its plants are certified for ISO
22000:2005 for excellence in food safety management system.

ISO Accreditation of Primary Dairy Co-operative Societies:

Amul’s primary village cooperative societies are the first ‘grass root level’ organizations in the
rural sector to achieve ISO 9001 : 2000 certification in India, perhaps in the world. This has
been possible because of Amul’s continued commitment to offer consumers excellent products
from the house of Amul.

Fig.

24
The focus on health and hygiene, housekeeping, village chilling units, management of village
co-operative societies, rapid transportation of raw milk to dairy plant, accelerated milk
handling at the dairy reception dock has retained the freshness of milk being received at dairy
plant. To sustain and rebuild on this effort, training programmes are organised for all the
stakeholder groups involved in the ‘milk procurement chain’, namely, milk producers, village
society personnel and dairy plant personnel. Laboratories are equipped with state of the art
equipments and well trained professionals.

Hygienic & Clean Milk Production Drive:

The primary village dairy co-operative societies operate every morning and evening for the
village farmers. Milk delivered by a producer is measured and a sample is drawn for a quality-
testing. Each centre is equipped with an electronic milko-tester for testing quality of milk,
automatic weighing machine for weighing of milk with data processing facilities. The entire
operation is electronically captured with member-id. Various training programmes, especially
on quality management system, good management practises in animal husbandry are imparted
on continuous basis to member producers, dairy co-operative personnel and personnel at dairy
plants.

Fig. Hygienic & Clean Milk Production Drive

Bulk Milk Chillers:

As a part of Amul’s quality movement Bulk Milk Chillers are introduced at primary village co-
operative society level. This system has drastically improved the microbiological quality of
milk, therefore better return to farmers and good quality of products to consumers. Special
trainings are imparted to dairy co-operative personnel for better management of Bulk Milk
Chillers.

Road Milk Tankers:

The chilled milk of the co-operative societies are transported to Amul Dairy Plant through road
milk tankers once in a day. These milk tankers are insulated to safeguard the quality of milk.
A tanker carries three to four societies’ milk together which helps in achieving economy in
transportation of milk. These tankers are thoroughly cleaned at every unloading of milk at
Dairy Plant and certified for its hygiene for transportation of milk by QC personnel. This
system has almost wiped out any possibility of spoilage to milk. Chilling milk at grass root
level and transportation of the same in road milk tankers have reduced microbial load in raw

25
milk which in turn has reduced processing costs in terms of energy, thereby better return to
farmer producers.

Geo-remote sensing based vehicle tracking system has been put in use for efficient handling of
Road Milk Tankers carrying milk to Dairy Plant.

Amul Research and Development Association is a centre of excellence in the field of research
and development of cattle breeding and animal health care. This Centre is recognized as a
Scientific & Industrial Research Organization by the Department of Scientific & Industrial
Research, Ministry of Science & Technology, Government of India. It provides quality semen
for artificial insemination program; impart training to inseminators, prevention and control of
diseases.

Animal Disease Diagnostic Laboratory:

The mobile and immobile laboratories have contributed to clean milk production drive in
routine and emergencies especially in cases of plant or chemical poisoning and diseases
claiming sudden death of animals; prompt and accurate diagnosis of the disease to keep the
livestock in sound health, taking adequate preventive measures to avert major outbreak of
diseases by diagnosing the disease at an early stage; planning for appropriate feeding strategy
with the help of complete analysis of metabolic profile of the animal; improving infertility by
timely remedial measures; timely detection of sub clinical cases of mastitis and control the
incidences; assessing efficacy of vaccination could be determined by detection vaccination
titers.

Animal Nutrition:
Amul’s focus on balanced cattle feed supplies to its dairy farmers has helped in better
productivity and cattle’s free from problems associated with malnutrition. This has been
possible due to its state-of-art cattle feed plant which produces more than 1100 Tons of cattle
feed daily. It has future plan to expand its present manufacturing capacity. Amul also helps in
development of green fodder.

Introduction of New Analytical Methods:

The BactoScan™ method - The BactoScan™ FC is designed for fully-automatic, rapid and
reliable determination of the hygienic quality of raw milk. This is done by counting the total
number of Individual BactoScan Counts (IBC) in a milk sample (flowcytometry). The results
are used for screening hygiene status at the farm level. This is also used to monitor incoming
raw milk to avoid contamination. In order to avoid interference from other particles, such as
fat globules, protein micelles and somatic cells, the sample is subjected to chemical treatment
in order to destroy these particles and also to break up the clusters of bacteria. Introduction of
BactoScan has shown drastic improvement in hygienic milk quality. This has improved further
the returns to the hands of dairy farmers.

26
Quality of life:
Assured market for their milk and daily income round the year from milk has improved the
quality of life of farmers. The role of village dairy co-operative societies in the over all
development of the villages have brought better social infrastructures in the villages such as
roads, communication system, schools, health centers, water facilities, banks etc.

Plantation Of Trees By Amul

Amul Coops plant more than 311.98 lakhs trees.

Milk Producer members of Gujarat Dairy Cooperatives- better known as AMUL have been
celebrating the nation's Independence Day in a novel manner by planting lakhs of saplings
across Gujarat and have taken up an ambitious plan to save the environment by planting trees,
making India green and thereby reducing the effects of global warming. The milk producers of
Gujarat Dairy Cooperatives are conducting mass tree plantation drive every year on
Independence Day for last five years. In last five years (2007 to 2011) the milk producers have
planted around 311.98 lakhs trees). The most striking feature of these entire programmes was
that it has been initiated by milk producer members of the dairy cooperatives. The unique fact
about the programme was that the milk producer members took up the oath to protect tree
saplings till it survives and grows into tree.

Over the years, due to intensive agriculture and dairying various natural resources are getting
consumed at faster pace in Gujarat state of India. The state level apex body of dairy farmers in
Gujarat gave a serious thought in this direction and discovered a novel idea for giving back to
nature. The idea was "one member one tree" plantation on our 60th Independence day - 15th
August 2007.To put this idea in to the practice a design team constituting of representatives of
member unions were formed. The team accepted the idea by heart and immediately decided to
spread it among farmer members of village dairy cooperative societies. Then the idea was
communicated to farmer members and they all welcomed it and enthusiastically agreed to
implement the idea.

For smooth implementation of the idea, the design team chalked out the road map for various
activities. Execution teams were formed at district union level to give final shape and put the
plan in action. Village level coordinators were identified and they were trained to streamline
activity of tree plantation. Various awareness materials were prepared. Through various
communication media farmer members were made aware of benefits of tree plantation and tree
plantation activity schedule.

The entire plantation activity was coordinated at all the three tiers of Anand pattern - at village,
district and state level dairy cooperatives. On 15th August, 2007, after the flag hoisting
ceremony, each member took an oath to plant saplings and ensure that they grew in to trees.
Then individually they planted sapling on their own at their identified locations like their farm,
near their home, on Farm bunds, etc. They have taken necessary care to ensure that this sapling
survives and they also reported regarding the survival to village level coordinator and district
milk unions after five months. In this way, 18.9 lakh trees were planted on 15th August 2007.
This was just the beginning. Henceforth, the Village Dairy Cooperative Societies of Gujarat as
a mark of respect for our nation decided to conduct such event on every Independence Day and

27
accepted 15th August (Independence Day) as a "Green Revolution Day by Afforestation to
Protect Mother Earth from Pollution, Climate change and Global Warming"

But all this required immaculate planning and execution. An action plan of tree plantation
programme was drawn up months back in advance. After the identification of the chief
coordinator for each district milk union, the organization of a task force for the programme was
put in place. Roles and responsibilities were assigned to each member and area of operation
allocated. After preparing the overall action plan, each union issued a circular to the Dairy
Cooperative Societies regarding the programme and arranged meetings with the societies
covered. At the village level, coordinators were identified in respect of the villages to be
covered and the number of saplings required. Along with logistical arrangements direct contact
was established with different agencies for receipt of saplings. Pointwise methodology for
implementation of tree plantation programme on such a mass scale is as following:
Point wise methodology execution is are as follows:

 Member Unions were informed about the programme and channels of procurement of
saplings, almost six month before to scheduled date of programme.
 Continuous follow up were taken from the member unions about the status of activities
planned for the programme.
 A meeting on tree plantation programme was held at GCMMF Ltd., Anand almost a
month ago in which status of action plan was each Member Union was discussed at
length.
 Milk Unions identified the coordinator for the programme and organized a task force
for the successful implementation of the programme. The coordinator at Milk Union
level chalked out overall action plan for the programme and assigned roles and
responsibilities and area of operation to each member of task force.
 Milk Unions (MUs) issued circular to their respective VDCSs (Village Dairy
Cooperative Societies) mentioning the entire activity and procedure planned for the
celebration of the programme. In circular details for milk producer members to make
necessary preparations like deciding the place, digging the pit, taking care of saplings
etc. well in advance were also provided. The circular was placed on notice board of
VDCSs.
 MUs task force members contacted & communicated about the concept to VDCS and
identified the village level coordinator and assigned them roles and responsibilities.
 MUs Coordinator properly explored and communicated the saplings acquiring
sources/nursery details to VDCSs. They also ensured that saplings reach the VDCSs
before 3 days.
 A press note was prepared by the coordinator of the programme at MU level and which
were given in the newspapers on a day before tree plantation to boost morale of
producer members and mentally prepare them for the execution of programme on next
day.
 At time of handing over the saplings to members from VDCS, the producer members
took oath to protect the saplings and accepted the responsibility for successfully
growing the sapling into tree.
On 15th August, after the milk collection process, at a predecided time sirens at VDCSs were
sounded or other means like beating Thali/utensil, loudspeaker etc. were used to facilitate the
gathering producer members in time at predecided place in the village for celebration of
Independence Day in VDCS premises, common plot, school etc. After flag hoisting ceremony,
the tree plantation activity was executed by the producer members.

28
 In many villages the milk producer members planted the trees after performing the Puja
(worship) of saplings before planting them.
To add fervour and enthusiasm in the programme at many places the Chairman, Managing
Director and Board of Directors of Member Unions participated in the programme.

Next day after the programme on a post programme press note was prepared giving details of
the programme celebrations along with photographs. Similar such notes were published in
house magazines/ newsletters.

After the completion of the programme the MU's were asked to submit the report on tree
plantation activity.
MUs conducted survey after 5 months to find out the survival rate of sapling under the
programme.

First tree plantation programme (15th August, 2007) was carried out on "one member, One
tree" basis. Second tree plantation programme (15th August, 2008) in which around 52.74 lakhs
tree were planted was conducted on "one member three tree" basis.

In year 2009 and in year 2010, in mass tree plantation programme around 84.24 and 83.5 lakhs
tree saplings were planted respectively. The programme was conducted on "One member, five
tree" basis. Further, this year 2011 around 72.6 lakhs trees were planted, the programme was
carried out as per the same process and procedures followed in last year.

Hence, in last five years, milk producers of GCMMF planted around 311.98 lakhs tree saplings
in 21 districts of Gujarat. By doing so, milk producers of Gujarat Dairy Cooperatives have
shown their concern, awareness and commitment for betterment of
environment.Yearwise details of tree plantation and survival of tree saplings planted is as
under.

S. No Year of tree No. of trees No. of trees Survival

plantation planted (in Survived (in percentage
lakhs) lakhs)
1 2007 18.90 11 58
2 2008 52.74 26 49
3 2009 84.24 38 45
4 2010 83.5 39 47
5 2011* 72.6 34 47
Total 311.98 148.122 47

Table. 2.11 Year wise details of Tree Plantation & survival of Tree sapling Planted
*estimated (as survey for survival percentage of the saplings planted in year 2010 is ongoing)

According to statistics of Forest Survey of India considering on an average 30-40 cm diameter of

these trees, 106 trees would provide one hectare of green tree cover. Considering 47% survivability
of planted trees (based on post plantation survey data, around 148.12 lakhs out of 311.98 lakhs tree
planted survived during last five years), when they fully grow up, would provide additional 1,39,735
ha. of green cover which is additional 6.41 percent forest cover of Gujarat State of India.

29
Introduction of the problem:To study the Impact of Marketing Strategy on Consumer
of Amul Products.

Research design:Research design is simply the framework or plan for a study, used guide
in collecting and analyzing data.

For the study: for conducting that research I selected the Descriptive research design.

Descriptive research design:Descriptive research is also called Statistical Research.

The main goal of this type of research is to describe the data and characteristics about what is
being studied. The idea behind this type of research is to study frequencies, averages, and other
statistical calculations. Although this research is highly accurate, it does not gather the causes
behind a situation. Descriptive research is mainly done when a researcher wants to gain a better
understanding of a topic. That is, analysis of the past as opposed to the future.

Descriptive research is the exploration of the existing certain phenomena. The details of the
facts won’t be known. The existing phenomena’s facts are not known to the persons.

1. Sampling design:
I. Population:
Sampling unit: Customers

Extent: Raipur

II. Sample size:

The sample size of the report is 50 customers.

2. Data collection method:

(I) Primary data:

30
 The primary data are those which are collected afresh and for the first time, and
thus happened to be original in character. There are several methods of collecting primary data
particularly in surveys. Important ones are:

(i) observation method

(ii) interview method
(iii) through questionnaires
(iv) Through schedules etc.
For the study: Questionnaire method is used for collecting the data while conducting the
research.

II. Secondary data:

The secondary data are those which have already been collected by someone
and which have already been passed through the statistical process. Secondary data may either
be published data or un published data. Usually published data are available in :

(i) various publications of central, state, are local government;

(ii) technical and trade journals;
(iii) books, magazines, and newspapers. The sources of unpublished are many;
they may be found in diaries, letters, private individuals and organizations.

For the study: Internet is used for collecting the data while conducting the research.

Data sources- Primary, Secondary.

Data approaches- Questionnaire.

Sampling Unit- Consumers.

Sample Size- 50 Customers

Contact method- Direct.

31
Question – 1
Which brand dairy products do you purchase?

a) Amul b) Britannia c) Sanchi

d) Mothers dairy e) Others

Parameter Which Brand Percentage

Amul 43 86
Britannia 03 06
Sanchi 02 04
Mothers Diary 01 02
Others 01 02
Total 50 100

Brand
4% 2% 2%

6%

Amul
Britannia
Sanchi
Mothers Dairy
86%
Others

From the survey conducted it was concluded that most of the people are likingAmul brand.

Question – 2
32
Which dairy product of Amul do you purchase very often?

a) Milk b) Butter c) Ghee d) Cheese

e) Milk Powder f) Ice Cream g) Others

Parameters Which dairy product of Percentage

Amul
Milk 17 34
Butter 12 24
Ghee 04 08
Cheese 03 06
Milk Powder 05 10
Ice Cream 08 16
Others 01 02
Total 50 100

Which Dairy Product Of Amul

2%
6%
8%
34% Milk
10% Butter
Ice Cream

16% Milk Powder

Ghee
24% Cheese
Others

From the survey conducted it was concluded that 34 % of people are liking milk,24% people
are liking butter,08% people are liking ghee,06% people are liking cheese,10% people are
liking milk powder,16% people are liking ice creams and 02% people are liking others.

33
Question – 3
From wheredo you purchase Amul Products?

a) Dealer b) Retailer c) Others

Parameters From where do you Percentage

purchase
Dealer 07 14
Retailer 35 70
Others 08 16
Total 50 100

From where do you purchase Amul Products

16% 14%

Dealer
70%
Retailer
Others

From the survey conducted it was concluded that 14% of the people purchase Amul products
from dealers,70% of people purchase Amul products from retailers,and 16% of people
purchase Amul products from others.

34
Question – 4
For whom do you purchase Amul Products?

a) Self use b) Selling purpose c) To make other products

Parameters For whom do you Percentage

purchase
Self use 45 90
Selling purpose 01 02
To make other products 04 08
Total 50 100

For whom do you purchase

2%
8%

Self use
Selling purpose
To make other products
90%

From the survey conducted it was clear that 90% of people purchase Amul products for self
use,02% of people purchase for selling purpose and only 08% people purchase Amul products
to make other products.

35
Question – 5
Are the Amul dairy products easily available in your city?

a) Yes b) No

Parameters Are these easily avilable Percentage

Yes 47 94
No 03 06
Total 50 100

Are these easily avilable

6%

Yes
No

94%

From the survey conducted it was concluded that at 94% cities Amul dairy products are easily
available and only at 06% cities it is not easily available.

36
Question – 6
Do you get the variety in Amul ice creams?

a) Yes b) No

Parameter Variety in Amul Ice Percentage

Creams
Yes 38 76
No 12 24
Total 50 100

Variety in Amul Ice Creams

24%

Yes
No
76%

From the survey conducted it was concluded that 76% people says that they get variety in
Amul ice cream and only 23% people says that they do not get variety in Amul ice cream.

37
Question – 7
Are you satisfied with the price of Amul ice cream as compare to other brands of ice cream?

a) Satisfied b) Highly satisfied c) Dissatisfied d) Highly dissatisfied

Parameter Satisfied with the price Percentage

Satisfied 37 74
Highly Satisfied 05 10
Dissatisfied 06 12
Highly Dissatisfied 02 04
Total 50 100

Satisfied with the price

3%
12%

10%
Satisfied
Highly Satisfied

74% Dissatisfied
Highly Dissatisfied

From the survey conducted it was concluded that 74% people are satisfied, 10% people are
highly satisfied,12% people are dissatisfied and only 02% people are highly dissatisfied with
the price of Amul ice creams.

38
Question – 8
Are you satisfied with the price of Amul ghee according to its quantity?

a) Satisfied b) Highly Satisfied c) Dissatisfied d) Highly Dissatisfied

Parameter Satisfied with the Price Percentage

Satisfied 37 74
Highly Satisfied 04 08
Dissatisfied 07 14
Highly Dissatisfied 02 04
Total 50 100

Satisfied with the price

4%
14%

8%
Satisfied
Highly Satisfied

75% Dissatisfied
Highly Dissatisfied

From the survey conducted it was concluded that 74% of people are satisfied, 08% of people
are highly satisfied,14% of people are dissatisfied and only 04% of people are highly
dissatisfied with the price of Amul ghee according to its price.

39
Question – 9
Do you get the Amul cheese in desired quantity?

a) Yes b) No

Parameter Get Amul Cheese in Percentage

desired quantity
Yes 37 74
No 13 26
Total 50 100

Get Amul cheese in desired quantity

26%

Yes
No
74%

From the survey conducted it was concluded that 74% people says that they get desired
quantity in Amul cheese and only 26% people says that they do not get desired quantity of
Amul cheese.

40
Question – 10
Are you satisfied with the quality of Amul Dairy Products?

a)Satisfied b) Highly Satisfied c) Dissatisfied d) Highly Dissatisfied

Parameter Satisfied with the Quality Percentage

Satisfied 36 72
Highly Satisfied 11 22
Dissatisfied 02 04
Highly Dissatisfied 01 02
Total 50 100

Satisfied with the quality

4% 2%

22%

Satisfied
Highly Satisfied

72% Dissatisfied
Highly Dissatisfied

From the survey conducted it was concluded that 72% of people are satisfied, 22% of people
are highly satisfied,04% of people are dissatisfied and only 02% of people are highly
dissatisfied with the quality of Amul dairy products.

41
Question – 11
Which age group of people likes Amul milk powder the most?

a) 0-5 years b) 5-15 years c) 15-25 years d) 25 and above

Parameter Which age group likes Percentage

0-5 years 08 16
5-15 years 19 38
15-25 years 18 36
25 and above 05 10
Total 50 100

Which age group likes

8% 17%

0-5 years
37%
5-15 years
38% 15-25 years
25 and above

From the survey conducted it was concluded that 17% of people says that 0-5 years of age
group likes, 38% of people says that 5-15 years of age group likes,37% of people says that 15-
25 years of age group likes and 08% of people says 25 and above of age group likes Amul milk
powder the most.

42
Question – 12
Are you satisfied with the packing of Amul dairy products?

a) Satisfied b) Highly Satisfied c) Dissatisfied d) Highly Dissatisfied

Parameter Satisfied with the Packing Percentage

Satisfied 32 64
Highly Satisfied 15 30
Dissatisfied 02 04
Highly Dissatisfied 01 02
Total 50 100

Satisfied with the Packing

4% 2%

30%
Satisfied
Highly Satisfied
64%
Dissatisfied
Highly Dissatisfied

Interpretation:
From the survey conducted it was concluded that 64% of people are satisfied, 30% of people
are highly satisfied,04% of people are dissatisfied and only 02% of people are highly
dissatisfied with the packing of Amul dairy products.

43
Question – 13
Does Amul’s advertisement influence your buying decision?

a) Yes b) No

Parameter Advertisement influence Percentage

your decision
Yes 28 56
No 13 26
Don’t know 09 18
Total 50 100

Advertisement influence your decision

18%

Yes
56%
26%
No
don’t know

Interpretation:
From the survey conducted it was concluded that 56% people says that the advertisement of
Amul’s influence there buying decision, only 26% people says that the Amul’s advertisement
do not influence there buying decision and 18% of the people says that they don’t know.

44
Question – 14
Do you complain if you find any defect in Amul dairy products?

a) Yes b) No

Parameter Complain if you find any Percentage

defect
Yes 32 64
No 18 36
Total 50 100

Complain if you find any Defect

36%

Yes
64%
No

Interpretation:
From the survey conducted it was concluded that 64% of people says that they complain and
only 36% of people says that they do not complain even if they find any defect in Amul dairy
products.

45
Question – 15
If yes, where do you go for complain?

a) Shops b) Dealers c) Company

Parameter Where do you go for Percentage

complain
Shops 32 64
Dealers 09 18
Company 09 18
Total 50 100

Complain if you find any Defect

18%

Shops
Dealers
18%
Company
64%

Interpretation:
From the survey conducted it was concluded that 64% of people go to shops, 18% of people
go to dealers and the rest 18% of people go to company for complain.

46
Question – 16

If another brand of the same products appears in the market, will you prefer to stop buying
this brand and buy the new brand?
a) No, not at all b) I may consider

c) No, I shall not d) Can’t say

Parameter Will you prefer new brand Percentage

No, not at all 26 26
I may consider 28 28
No, i shall not 19 19
Can’t say 32 32
Total 100 100

Will you prefer new brand

32% 26%

No, not at all

I may consider
No, I shall not
19% 28%
Can't say

Interpretation:
From the survey conducted it was concluded that 26% of people says No, not at all, 28% of
people says they may consider, 19% of people says No, they shall not and 32% of people says
that they can’t says about changing there brand.

47
 FINDINGS

 From the survey conducted it was concluded that most of the people liking Amul brand.

 It was concluded that most of the people are liking milk and take that as a prime product,
Secondly, the most preferred products being butter and ice creams.

 Maximum no. of people purchase Amul products for self-use.

 Most of the respondents found variety in Amul ice creams while some did not agree.

 According to the price of Amul Ghee, a good number of persons are satisfied with it than
the persons not satisfied.

 From the survey conducted it was concluded that maximum people are highly satisfied with
the quality of Amul dairy products.

 A good number of people are satisfied with the packaging of Amul dairy products.

 From the survey conducted it was concluded that maximum people are influenced by the
Amul’s ad to buy their products.

 Regarding any complains, consumers mostly prefer to complain to the shops.

48
 LIMITATION

1. Lack of proper training.

2. 45 days are not enough for collecting the data.

3. Some employees in that organization may not be co-operative.

4. They may provide manipulated data’s.

5. We may not get the proper detailing of the organization.

6. The market of AMUL is spread throughout the country, but the study is limited to
RaipurTown.

7. It is not possible to extract the exact facts due to biasness of consumer and retailer.

49
 CONCLUSION

As we know thatAmul is very big organization and market leader in dairy products. It hasmaximum market
share in Milk, Butter and Cheese, which are its main/core products. As we knowAmul is a co-operative
organization but chocolate industry is a profitable industry we can’t ignoreit. With the help of research,
company can find out its week points in chocolate product and canincrease its market share through rectify
mistakes. People have believed in Amul’s product andthey will accept its chocolates also if effective
actions were taken.The survey resulted intofollowing conclusions:

 Amul must come up with new promotional activities suchthat people become
awareaboutAmul Chocolates like Chocozoo, Bindaaz, and Fundoo.

 Quality is the dominating aspect which influences consumerto purchase Amul

product, but prompt availability of other chocolate brands and aggressive promotional
activities byothers influences the consumer towards them and also leads to increase
sales.

 In comparison to Amul Chocolate, the other players such asCadbury, Nestle, areprovide
a better availability and give competition to the hilt.

 People are mostlysatisfied with the overall quality of AmulChocolate, but for
theexistence in the local market Amulmust use aggressive selling techniques.

50
 SUGGESTIONS

 It is suggested that to regularly take feedback from the consumers.

 To maintain demand, it is advised to use marketing strategies as much as possible.

 Regular improvement in products is necessary to secure future possibility of decrease

in demand.

 To analyse the competitors marketing strategies so as to improvise own policies.

51
 Bibliography

 Marketing Strategy – Manuel Handlechner

 Marketing Strategy – Paul Fifield

 Marketing Strategy: The Challenge of the External Environment – David

Mercer

Webliography

 http://en.wikipedia.org/wiki/Amul
 http://en.wikipedia.org/wiki/Marketing_strategy

52
 QUESTIONAIRE

Name - …………………………………………

Address - …………………………………………

Age - …………………………………………

Occupation - …………………………………………

Contact No. - …………………………………………

1.Which brand dairy products do you purchase?

a) Amul b) Britannia c) Sanchi

d) Mothers dairy e) Others

2.Which dairy product of Amul do you purchase very often?

a) Milk b) Butter c) Ghee d) Cheese

e) Milk Powder f) Ice Cream g) Others

3. From wheredo you purchase Amul Products?

a) Dealer b) Retailer c) Others

4. For whom do you purchase Amul Products?

a) Self use b) Selling purpose c) To make other products

5. Are the Amul dairy products easily available in your city?

a) Yes b) No

53
6. Do you get the variety in Amul ice creams?

a) Yes b) No

7. Are you satisfied with the price of Amul ice cream as compare to other brands of ice cream?

a) Satisfied b) Highly satisfied c) Dissatisfied

d) Highly dissatisfied

8. Are you satisfied with the price of Amul ghee according to its quantity?

a) Satisfied b) Highly Satisfied c) Dissatisfied

d) Highly Dissatisfied

9. Do you get the Amul cheese in desired quantity?

a) Yes b) No

10. Are you satisfied with the quality of Amul Dairy Products?

a) Satisfied b) Highly Satisfied c) Dissatisfied

d) Highly Dissatisfied

11. Which age group of people likes Amul milk powder the most?

a) 0-5 years b) 5-15 years c) 15-25 years d) 25 and above

12. Are you satisfied with the packing of Amul dairy products?

a) Satisfied b) Highly Satisfied c) Dissatisfied

d) Highly Dissatisfied

13. Does Amul Butter’s advertisement influence your buying decision?

a) Yes b) No

14. Do you complain if you find any defect in Amul dairy products?

a) Yes b) No

54
15. If yes, where do you go for complain?

a) Shops b) Dealers c) Company

16. If another brand of the same products appears in the market, will you prefer to stop buying
this brand and buy the new brand?

a) No, not at all b) I may consider c) No, I shall not

d) Can’t say

55