Amul’s New Products: Penetration into Market Segments

INDUSTRY PROFILE Dairy is a place where handling of milk and milk products is done and technology refers to the application of scientific knowledge for practical purposes. Dairy technology has been defined as that branch of dairy science, which deals with the processing of milk and the manufacture of milk products on an industrial scale. The dairy sector in the India has shown remarkable development in the past decade and India has now become one of the largest producers of milk and value-added milk products in the world. The dairy sector has developed through co-operatives in many parts of the State.

During 1997-98, the State had 60 milk processing plants with an aggregate processing capacity of 5. 8 million liters per day. In addition to these processing plants, 123 Government and 33 co-operatives milk chilling centers operate in the State. Also India today is the lowest cost producer of per liter of milk in the world, at 27 cents, compared with the U. S’ 63 cents, and Japan’s $2. 8 dollars. Also to take advantage of this lowest cost of milk production and increasing production in the country multinational companies are planning to expand their activities here.

Some of these milk producers have already obtained quality standard certificates from the authorities. This will help them in marketing their products in foreign countries in processed form. This growth is going to come from the greater emphasis on the processed foods sector and also by increase in the conversion of milk into milk products. Milk Production from 1950 to 2020 1950 – 17 million tones 1996 – 70. 8 million tones 1997 – 74. 3 million tones (Projected) 2020 – 240 million tones Expected to reach 220 to 250 million tones in 2020. India contributes to world milk production rise from 12-15 % & it will increase up to 30-35% (year 2020).

Research and Development in Dairy Industry The research and development need to the dairy industry to develop and survives for long time with better status. The various institute and milk dairy companies R results provide base for today’s industry growth and development. The research and development of products of dairy, like yogurt and cheese market research and company reports provides insights into product and market trends, analysis opportunities, sales and marketing strategies will help local milk unions to develop and spread world wide through obtaining this knowledge.

Specific on market share, segmentation, size and growth in the US and global markets are also helps industry to expand its market worldwide even small union also. Development of Food Processing Industry The food processing industry sector in India is one of the largest in terms of production, consumption, export and growth prospects. The government of accorded it is a high priority, with a number of fiscal relieves and incentives, to encourage commercialization and value addition to agriculture produce, for minimizing harvest wastage, generating employment and export growth.

Food processing industry is providing backbone support to the milk industry. The development food products by using milk can give good market opportunities to produces milk. Products and Industry Status Among the products manufactured by organized sector are Ghee, Butter, Cheese, Ice-Creams, Milk powders, Melted milk food, Infant food, condensed milk etc. some milk products like Casein and Lactose are also being manufactured lately. Therefore, there is good scope for manufacturing these products locally. Liberalization of the economy has led to a flood of new entrants, including MNCs due to good prospects and abundant supply.

Investment Potential in Milk Products At the present rate of growth, India is expected to overtake the US in milk production by the year 2010, when demand is expected to be over 125. 69 ml. tn. Being largely imported, manufacture of casein and lactose has good scope in the country. Exports of milk products have been decentralized and export in 2005-2010 is estimated at 71. 875 cr. Production of Milk in India The facts and figures here shown are calculated on the basis of percentage increases pear year. YearProduction in million MT 1993-9461. 2 1994-9563. 5 1995-9665. 0 1996-9768. 0 1997-9871. 0 998-9974. 5 1999-0078. 0 2000-0181. 51 2001-0285. 17 2002-0389. 0 2003-0493. 0 2004-0597. 65 2005-06102. 45 2006-07107. 58 COMPANY PROFILE OF AMUL 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, Amul Shrikhand, Amul Ice cream, Nutramul, Amul Milk and Amulya have made Amul a leading food rand in India. (Turnover: Rs. 52. 55 billion in 2007-08). Today Amul is a symbol of many things. Of high-quality products sold at reasonable prices. 50 years after it was first launched, Amul’s sale figures have jumped from 1000 tones a year in 1966 to over 25,000 tones a year in 1997. No other brand comes even close to it. All because a thumb-sized girl climbed on to the hoardings and put a magical spell on the masses AMUL stands for, A = Anand M = Milk U = Union L = Limited. Milestone of Amul

NameKaria district co-operative milk producer’s ltd, widely known as “Amul” FromCo-operative sector registered under the co-operative society act LocationAmul dairy, nr, railway station, Amul dairy road, Anand Gujarat , India Registration14th December, 1946 Registered Kaira district co-operative milk producer’s ltd, Anand -388 001. Gujarat SizeProduction of different products on large scale, collecting 9 to 15 lakh liters milk everyday & producing milk products. PlantThere are 4 plants 1)Amul Plant 2) Kanjari Plant 3) Mogar Plant 4) Khatraj Plant

Banker1. The Kaire District Center Co-Operative Bank Ltd. 2. UTI bank 4. Bank of Baroda 3. SBI 5. Corporation bank 6. Bank of Maharashtra Working10:45 am to 5:45 pm Founders1. Shri Tribhuvandas K. Patel 2. Shri Sadar Vallabhbhi Patel 3. Shri Morarji Desai 4. Shri Verghese Kurien 5. Shri Harichand M. Dalaya Amul (Anand milk union ltd. ) is abased on four hands, which are coordinated with each other. The actual meaning of this symbol is co-ordination of four hands of different people by whom this union is at the top position in Asia. First hand is of farmers, without whom the organization would not have existed. oSecond hand is of processors, who process the row material (milk) into finished goods. oThird hand is of marketer, without whom the product would have not reached the customers oFourth hand is of customers, without whom the products would have not carried on. Brief History of Amul Amul (Anand Milk Union Limited), formed in 1946, is a dairy cooperative movement in India. It is a brand name managed by an apex cooperative organization, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by some 2. million milk producers in Gujarat, India. AMUL is based in Anand, Gujarat and has been a sterling example of a co-operative organization’s success in the long term. It is one of the best examples of co-operative achievement in the developing world. “Anyone who has seen … the dairy cooperatives in the state of Gujarat, especially the highly successful one known as AMUL, will naturally wonder what combination of influences and incentives is needed to multiply such a model a thousand times over in developing regions everywhere. ”The Amul Pattern has established itself as a uniquely appropriate model for rural development.

Amul has spurred the White Revolution of India, which has made India the largest producer of milk and milk products in the world. It is also the world’s biggest vegetarian cheese brand. Amul is the largest food brand in India and world’s Largest Pouched Milk Brand with an annual turnover of US $1050 million (2006-07). Currently Amul has 2. 6 million producer members with milk collection average of 10. 16 million liters per day. Besides India, Amul has entered overseas markets such as Mauritius, UAE, USA, Bangladesh, Australia, China, Singapore, Hong Kong and a few South African countries.

Its bid to enter Japanese market in 1994 had not succeeded, but now it has fresh plans of flooding the Japanese markets. Other potential markets being considered include Sri Lanka. Dr Verghese Kurien, former chairman of the GCMMF, is recognized as the man behind the success of Amul. On 10 Aug 2006 Parthi Bhatol, chairman of the Banaskantha Union, was elected chairman of GCMMF. AMUL: The origin The mighty Ganges at its origin is but a tiny stream in the Gangotri ranges of the Himalayas. Similar is the story of Amul which inspired Operation Flood and heralded the ‘White Revolution’ in India.

It began with two village cooperatives and 250 liters of milk per day, nothing but a trickle compared to the flood it has become today. Today Amul collects processes and distributes over a million liters of milk and milk products per day, during the peak, on behalf of more than a thousand village cooperatives owned by half a million farmer members. Further, as Ganga-ma carries the aspirations of generations for moksha, Amul too has become a symbol of the aspirations of millions of farmers. Creating a pattern of liberation and self-reliance for every farmer to follow.

The Start of a Revolution The revolution started as awareness among the farmers that grew and matured into a protest movement and the determination to liberate them. Over four decades ago, the life of a farmer in Kaira District was very much like that of his counterpart anywhere else in India. His income was derived almost entirely from seasonal crops. The income from milch buffaloes was undependable. The marketing and distribution system for the milk was controlled by private traders and middlemen. As milk is perishable, farmers were compelled to sell it for whatever they were offered.

Often, they had to sell cream and ghee at throwaway prices. In this situation, the one who gained was the private trader. Gradually, the realization dawned on the farmers that the exploitation by the trader could be checked only if marketed their milk themselves. In order to do that they needed to form some sort of an organization. This realization is what led to the establishment of the Kaira District Cooperative Milk Producers’ Union Limited (popularly known as Amul) which was formally registered on December 14, 1946. The Kaira Union began pasteurizing milk for the Bombay Milk Scheme in June 1948.

An assured market proved a great incentive to the milk producers of the district. By the end of 1948, more than 400 farmers joined in more village societies, and the quantity of milk handled by one Union increased from 250 to 5,000 liters a day. Amul’s Secret of Success The system succeeded mainly because it provides an assured market at remunerative prices for producers’ milk besides acting as a channel to market the production enhancement package. What’s more, it does not disturb the agro-system of the farmers. It also enables the consumer an access to high quality milk and milk products.

Contrary to the traditional system, when the profit of the business was cornered by the middlemen, the system ensured that the profit goes to the participants for their socio-economic upliftment and common good. Looking back on the path traversed by Amul, the following features make it a pattern and model for emulation elsewhere. Amul has been able to: •Provide a support system to the milk producers without disturbing their agro-economic systems •Even though, growing with time and on scale, it has remained with the smallest producer members.

In that sense, Amul is an example par excellence, of an intervention for rural change. •Bring at the command of the rural milk producers the best of the technology and harness its fruit for betterment •Produce an appropriate blend of the policy makers farmers board of management and the professionals: each group appreciating its roles and limitations •Plough back the profits, by prudent use of men, material and machines, in the rural sector for the common good and betterment of the member producers.

The Union looks after policy formulation, processing and marketing of milk, provision of technical inputs to enhance milk yield of animals, the artificial insemination service, veterinary care, better feeds and the like – all through the village societies. The village society also facilitates the implementation of various production enhancement and member education programs undertaken by the Union. The staff of the village societies has been trained to undertake the veterinary first-aid and the artificial insemination activities on their own. Gujarat Cooperative Milk Marketing Federation GCMMF: An Overview

Gujarat Cooperative Milk Marketing Federation (GCMMF) is India’s largest food products marketing organization. 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:13 district cooperative milk producers’ Union No. of Producer Members:2. 79 million No. of Village Societies:13,328 Total Milk handling capacity:11. 22 million liters per day Milk collection (Total – 2007-08):3. 05 billion liters Milk collection (Daily Average 2007-08):8. million liters Milk Drying Capacity:626 Mts. per day Cattle feed manufacturing Capacity:3500 Mts per day Sales turn over from 1994 to 2009 Sales TurnoverRs (million)US $ (in million) 1994-9511140355 1995-9613790400 1996-9715540450 1997-9818840455 1998-9922192493 1999-0022185493 2000-0122588500 2001-0223365500 2002-0327457575 2003-0428941616 2004-0529225672 2005-0637736850 2006-07427781050 2007-08525541325 2008-09671131504 Distribution Channel Structure Ownership Pattern of Amul Amul is a co-operative sector & it is having 22 total numbers in societies. In addition to this there is total 1800 manpower in organization.

Gujarat co-operative milk marketing federation ltd. widely known as GCMMF faces through competition in the Indian market by different companies. So that by advertising and promoting its product GCMMF has become one of the leading dairies in India. In western of India, GCMMF shares most of the market while in other parts of India it is next so. But slowly and surely GCMMF is growing in sharing the market with other competitors industries. Now there is machinery around Rs. 1500 lakh which is to be in expansion with higher advanced machinery to Rs. 1600 lakhs. Accumulated members share capital in union is Rs. 53,935,000 this share capital is deposited in Amul bank account in the name respective member dairy co-operative societies. Achievements awards Amul a co-operative society and its co-operation has led many different awards in its favor. Magsaysay award for community leadership presented in manila, Philippines to Shri Tribhuvandas Patel, Shri D N Khurody and Shri V. Kurien 1964: “Padmabhusan” award given to Shri T. K. Patel 1965: “Padmshri awarded was given to V. Kurien, general manager, by the president of India 1987: “Best Productivity” awarded by national productivity council for the year 1985-86 awarded to Amul dairy. 988: “Best Productivity” awarded for the second successive year 1986-87 by the president of India, Mr. R. Venkatrao to kaira union. 1993: “ICA” Memenoto towards genuine and self sustaining co-operative worldwide ICA regional office for Asia and pacific, New Delhi, 1996. 1999: G. B. Birla award. Moreover the Amul union has achieved the prestigious ISO 9001-2000 and HACCP Certificate and effects are got to obtain ISO 14000. List of Products Marketed Bread spreads:- •Amul Butter •Amul Lite Low Fat Bread spread •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) •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 •Avsar Ladoos UHT Milk Range:- •Amul Shakti 3% fat Milk •Amul Taaza 1. 5% fat Milk •Amul Gold 4. 5% fat Milk •Amul Lite Slim-n-Trim Milk 0% fat milk •Amul Shakti Toned Milk •Amul Fresh Cream •Amul Snowcap Softy Mix

Pure Ghee:- •Amul Pure Ghee •Sagar Pure Ghee •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 4. 5% fat •Amul Slim & Trim Double Toned Milk 1. 5% fat •Amul Saathi Skimmed Milk 0% fat Amul Cow Milk Curd Products:- •Yogi Sweetened Flavoured Dahi (Dessert) •Amul Masti Dahi (fresh curd) •Amul Masti Spiced Butter Milk •Amul Lassee Amul Icecreams:- •Royal Treat Range (Butterscotch, Rajbhog, Malai Kulfi) •Nut-o-Mania Range (Kaju Draksh, Kesar Pista Royale, Fruit Bonanza, Roasted Almond) •Nature’s Treat (Alphanso Mango, Fresh Litchi, Shahi Anjir, Fresh Strawberry, Black Currant, Santra Mantra, Fresh Pineapple) •Sundae Range (Mango, Black Currant, Sundae Magic, Double Sundae) •Assorted Treat (Chocobar, Dollies, Frostik, Ice Candies, Tricone, Chococrunch, Megabite,

Cassatta) •Utterly Delicious (Vanila, Strawberry, Chocolate, Chocochips, Cake Magic) Chocolate & Confectionery:- •Amul Milk Chocolate •Amul Fruit & Nut Chocolate Brown Beverage:- •Nutramul Malted Milk Food Milk Drink:- •Amul Kool Flavoured Milk (Mango, Strawberry, Saffron, Cardamom, Rose, Chocolate) •Amul Kool Cafe •Amul Kool Koko •Amul Kool Milk Shake (Mango, Strawberry, Badam, Banana) Health Beverage:- •Amul Shakti White Milk Food INFORMATION ABOUT COMPETITORS The Indian market is dominated by a large number of small local manufacture and regional players.

There are an estimated 150 manufactures in the organized segment which account for 30-40% of sales and about 1000 units in the unorganized segment of the market. They have also competitor in the market. They felt very tuff competition in our country and outing countries. Information about Competitors: The Indian market is dominated by a large number of small local manufacture and regional players. There are an estimated 150 manufactures in the organized segment which account for 30-40% of sales and about 1000 units in the unorganized segment of the market. They have also competitor in the market.

They felt very tuff competition in our country and outing countries. THEORETICAL BACKGROUND OF THIS STUDY A. STATEMENT OF THE PROBLEM Many companies are aiming for high satisfaction because customers who are just satisfied still it find it easy to switch when better offer comes along. Those who are highly satisfied are much less ready to switch. High satisfaction creates an emotional bind with the brand not just a rational preference. The result is highly customer loyalty. Hence an attempt has been made to identify the customer attitude and satisfaction on Amul Milk Products. B. OBJECTIVES OF THE STUDY

This project is based on consumer satisfaction towards Amul Milk and Milk products in Ujjain. Objectives of study are; 1. To know the customer behavior and to identify the level of customer satisfaction towards Amul 2. To offer pragmatic suggestion for growth and development of Amul products. 3. To know the various marketing mix that influence the customer behavior. C. SCOPE OF THE STUDY Customer satisfaction is an important element in the marketing activity. This customer satisfaction decides the fate of the product and organization. There is various factors influence to the customer satisfaction.

These factors are, Post purchase behavior, Reputation, Product availability, Branding, and convenient etc. D. METHODOLOGY The study is mainly concerned with behaviors of the customers’ satisfaction towards AMUL products and Milk products. Hence various data and methodology is considered in my report preparation. The main data sources are: PRIMARY DATA:- The primary data refers to original information gathered for a specific purpose and provides up to date, accurate and relevant information and it is gathered in an investigation according to the needs of the problem. TOOLS USED TO COLLECT THE PRIMARY DATA: –

The primary data is collected on the basis of survey method with the help of questionnaires, and interviews, personal observation, direct consultation with consumers and dealers. Both open and closed end questions are used in the questionnaire. METHODS: – The survey method is used to collect the primary data with the help of questionnaire based on explorative and conclusive research. SAMPLING UNIT: – It refers to the individuals who are to be surveyed in the study and it is the customer who is consuming or using or who has bought AMUL milk and milk products are surveyed. SAMPLE SIZE: –

It refers to the number of people surveyed for this topic, in the study 100 people were surveyed and responses drawn. SECONDARY DATA: – The secondary data can be defined as data collected by sonme one else for purposes other than solving problem being investigation and previously meant for another purpose. A secondary data is collected from the books, periodical journals, magazines, papers, company records, internet and other publication. E. LIMITATION OF THE STUDY 1. Total coverage of the study is limited to the few customers for collecting AMUL milk and milk products at Ujjain. 2.

Sample size of the study is restricted to 100 customers only. 3. Most of the respondents hesitate to give information but how ever an attempt is made to collect the data systematically. 4. Time is the one constraint of the survey. Response – Questionnaire Prateek Bhargava, student of third Sem MBA of the Mahakal Institute of Management, Ujjain, is doing main project on “TO KNOW ABOUT THE MARKET PENETRATION OF AMUL BEVERAGES WITH SPECIAL EMPHASIS ON 1 lt. PACK” at AMUL (GCMMF), Indore as a part of study. I request you to provide the required information for the completion of my study. Promise that the information is sed exclusively for academic purpose only. 1. Personal profile: Key Person Name:_______________________________ Contact No. – Shop’s Name:__________________________________ Area: 2. Which product do you think Market is demanding more? Rate it:- [1] – Most Demanded[2] – Good [3] – Ok[4] – Not in Demand I. Flavored MilkIlaichi []Kesar []Rose [] Thandai [] II. Butter Milk200 ml[]500ml []1 lt. [] III. Milk Shake (Can)[] IV. Amul Lassi200 ml[]500ml[]1 lt. [] V. Kool CocoBottle[]Can [] VI. Kool CafeBottle[]Can [] 3. Are you getting the supply of these products satisfactory:- Yes [ ]No [ ]

If No, then which one:- __________________________________________________ 4. Are you aware of the new products of 1 lt. pack :- Yes [ ]No [ ] 5. Are you getting the supply of these products satisfactory:- Yes [ ]No [ ] Any orders presently:- ___________________________________________________ 6. Are the services of our Dealers satisfactory on your side for all products:- Fully Satisfied- [ ]Good- []Ok- [ ]Not Satisfied- [] 7. What do you think about the acceptance of this 1 lt. pack into your local market? ____________________________________________________________ ___________________________________________________________ ______________________________________________________ 8. Suggestion (if any): ____________________________________________________________ ________ THANK You ANALYSIS AND INTERPRETATION OF THE DATA The collected data were not easily understandable, so I like to analyze the collected data in a systematic manner and interpreted with simple method. The analysis and interpretation of the data involves the analyzing of the collected data and interpretation it with pictorial representation such as bar charts, pie charts and others.

Products in demand: Products in demand have more influence in marketing and play vital role in purchase decisions. Products of Amul beverages are divided into 6 categories. Products are rated on most demanded, good, ok, not in demand basis. In rating for products in demand the following number is used to know their perception and we will analyze each product separately. Analysis of products which are in more demand:- For this analysis the beverages are divided into following types:- A. Flavored Milk B. Butter Milk C. Milk Shake D. Amul Lassi E. Kool Coco F. Kool Cafe A. Flavored Milk Grades No. f. respondentsPercentage % Most Demanded7878 Good1212 Ok77 Not in Demand33 Total100100 Sources: Primary Data Table & Graph no. 1. 1 Interpretation: 78% of the respondents rated is as Most Demanded, 12% rated it as Good, 7% as Ok and 3% as Not in Demand. So majority of respondents says Flavored Milk is most demanded. B. Butter Milk Grades No. of. respondentsPercentage % Most Demanded6262 Good2929 Ok22 Not in Demand77 Total100100 Sources: Primary Data Table & Graph no. 1. 2 – Interpretation: 62% of the respondents rated is as Most Demanded, 29% rated it as Good, 2% as Ok and 7% as Not in Demand.

So majority of respondents says Butter Milk is most demanded. C. Milk Shake Grades No. of. respondentsPercentage % Most Demanded1616 Good33 Ok22 Not in Demand7979 Total100100 Sources: Primary Data Table & Graph no. 1. 3 Interpretation: 79% of the respondents rated are as Not in Demand, 3% rated it as Good, 2% as Ok and 16% as Most Demanded. So majority of respondents says Milk Shake is Not in Demand. D. Amul Lassi Grades No. of. respondentsPercentage % Most Demanded8282 Good1111 Ok33 Not in Demand44 Total100100 Sources: Primary Data Table & Graph no. 1. 4 Interpretation: 2% of the respondents rated is as Most Demanded, 11% rated it as Good, 3% as Ok and 4% as Not in Demand. So majority of respondents says Amul Lassi is most demanded. E. Kool Coco Grades No. of. respondentsPercentage % Most Demanded3737 Good2626 Ok3030 Not in Demand77 Total100100 Sources: Primary Data Table & Graph no. 1. 5 Interpretation: 37% of the respondents rated is as Most Demanded, 26% rated it as Good, 30% as Ok and 7% as Not in Demand. So majority of respondents says Kool Coco is most demanded. F. Kool Cafe Grades No. of. respondentsPercentage % Most Demanded3535 Good3030 Ok2626 Not in Demand99 Total100100

Sources: Primary Data Table & Graph no. 1. 6 Interpretation: 35% of the respondents rated is as Most Demanded, 30% rated it as Good, 26% as Ok and 9% as Not in Demand. So majority of respondents says Kool Cafe is most demanded. Satisfactory services from WD’s: For efficient marketing there should be satisfaction of retailers from wholesale dealers. Satisfaction of retailers from the services from the WD’s is recorded on the basis of yes or no. Analysis of Satisfaction of retailers with the services of WD’s:- SatisfiedNo. of RespondentsPercentage (%) Yes8888 No1212 Total100100 Sources: Primary Data Table & Graph no. 1. 7

Interpretation: Only 12% of the respondents said that they are not satisfied with the services of the WD & 88% of the respondents are satisfied with the services of WD. From the above table we can conclude that majority of the respondents are not having any problems Wholesale Dealers. Awareness of New Products Packages in Beverages (1 lt. ): Awareness of New Products packages specially 1 Lt pack of Beverages of the retailers is very important because if they are not aware of new products, they will not promote the customer to buy that product. Awareness of New Products of the retailers is recorded on the basis of yes or no.

Analysis of Awareness of New Products Packages of the retailers:- AwarenessNo. of RespondentsPercentage (%) Yes6363 No3737 Total100100 Sources: Primary Data Table & Graph no. 1. 8 Interpretation: Only 63% of the respondents said that they are aware of the new products packages & 37% of the respondents are not known to the product package. From the above table we can conclude that majority of the respondents are known to the product packages. Proper Supply of Beverages to Retailers: Proper supply of beverages to the retailers is essential to know the potential of beverages in the local market.

Proper supply of beverages to the retailers is recorded on the basis of yes or no. Analysis of Proper supply of beverages to the retailers:- AwarenessNo. of RespondentsPercentage (%) Yes9696 No44 Total100100 Sources: Primary Data Table & Graph no. 1. 9 Interpretation: Only 96% of the respondents said that they are having a satisfactorily supply of beverages from the WD & only 4% of the respondents are not satisfied with the supply. From the above table we can conclude that majority of the respondents are satisfied with the supply of beverages. Services of WD’s for all the Products:

Services of wholesaler for all the products to the retailer have to be good for maintain a goo distribution channel. Satisfaction for services of wholesaler for all the products to the retailer are rated on basis of four grades – Fully satisfied, Good, Ok & Not satisfied. In rating for satisfaction of services the following number is used to know their perception. Analysis of Satisfaction for services of WD’s for all the products to the retailer:- Grades No. of. respondentsPercentage % Fully Satisfied5959 Good2626 Ok99 Not Satisfied66 Total100100 Sources: Primary Data Table & Graph no. 1. 10 Interpretation: 9% of the respondents rated Fully Satisfied with services of WD’s for all the products, 26% rated it as Good, 9% as Ok and 6% as Not Satisfied. So majority of respondents are fully satisfied with services of WD’s for all the products. Opinion of Retailers for acceptance of 1 lt. pack of Beverages: Opinion of retailers for the acceptance of 1 lt. pack of beverages is very important to know the customer choices and preferences. Opinion of retailers for the acceptance of 1 lt. pack of beverages is recorded on the basis of yes or no. Analysis of Opinion of Retailers for the acceptance of 1 lt. pack of Beverages:- AcceptanceNo. f RespondentsPercentage (%) Yes1313 No8787 Total100100 Sources: Primary Data Table &Graph no: 1. 12 Interpretation: Only 13% of the respondents said that they think this 1 lt. pack will be purchased by consumers & 87% of the respondents have opinion that customers will not accept the 1 lt. pack. From the above table we can conclude that majority of the respondents have an opinion that market is not ready to purchase 1 lt. pack of beverages. FINDINGS, SUGGESTIONS AND CONCLUSIONS FINDINGS:- This chapter is including in my survey findings, suggestions and conclusions of my study. First I would like to present my survey findings.

The main findings of my survey are as follows: 1. It is findings in the survey that Flavored Milk is in more demand then any of the products of Amul Beverages in the market of Ujjain. 2. Based on the survey satisfaction of retailers is analyzed about the services given by Wholesale Dealers, it is found in the survey that 88% are satisfied. 3. The awareness of the newly launched 1 lt. pack of beverages is analyzed among the retailers, only 63% of the respondents’ are aware about these new products. 4. Based on the survey the satisfaction of retailers regarding the supply of beverages is found.

The data reveals that 96% respondents are getting satisfactorily supply of beverages. 5. Based on survey the opinion of retailers for the acceptance of 1 lt. pack of beverages in their local market is found. The majority of the respondents think that this pack will not be accepted by the customers. 6. Overall opinion of the product performance data reveals that Amul product satisfies 70% of the respondent and 30% respondent’s opinion is average. 7. It is found in the survey that 32% of the total respondents are dissatisfied on dealer’s services. 8. It is found in the survey that customer are influencing through Word of Mouth.

SUGGESTIONS:- 1. Milk and milk product purchase decisions are more decided by women rather than male, because she act as a invigilator, execute her decision and influence the same to the purchase while ascertaining the quality, freshness and price. Hence, I suggest Amul co-operative society to concentrate more on the women and men suggestions for designing the marketing strategy, because women’s role in the house is dominant, even in the various decisions and as we are focusing of our new 1 lt. pack of beverages. This 1 lt. pack is for family and all the decisions regarding the family are mostly taken by the women.

So Amul should emphasize on women. 2. Since the 1lt. pack is newly launched in the market. So there should be more initiative taken to promote these products because customers and even retailers are unknown of these packs. 3. Income of the people decides the purchasing power. The high income prefers to purchase product with the quality, freshness, thickness, etc. and vice versa. So I suggest Amul to concentrate also on low income segment to capture market and position themselves in the minds of the customer with required quality and quality milk and milk products. 4. Quality and Brand Image plays a dominant role.

Milk and milk products move in the market due to its quality and brand. Therefore it should maintain the same. 5. Since Amul is having loyal customer it should concentrate more on this factor through various potential programmes such as campaign, premium packs, offers etc. , this helps to increase the loyalty towards the Amul products. 6. As only few of the total respondents are dissatisfied. But this may influence negatively and increase the rate of switch over. Hence I suggest management to concentrate on few product quality, shelf life, dealers approach, outlet maintenance etc. will help Amul to satisfy to a greater extent. . Milk and milk product are having high demand and it is considered as a very essential products. In present practice, purchase of milk and milk products is through dealers. In this connection there should be Amul Exclusive outlets for attracting customers. 8. Customer is influential, hence I suggest Amul to look after the dealers issue with due care. 9. When product possesses quality and other important attributes naturally they propaganda about product through word of mouth and vice versa. Therefore if the quality and attributes are fine tuned according to the needs will help the Amul to get reputation and addition market. 0. Introduction of various economic products lies may help Amul to attract the existing and new customers and may attract all income level groups. Hence I suggest management to introduce new product line which can satisfy the entire group. CONCLUSIONS:- ?From the survey conducted it is observed that Amul Beverages products have a good market share. ?From the study conducted the following conclusions can be drawn. In order the dreams into reality and for turning liabilities into assets one must have to meet the needs of the customers. The factors considered by the customer before purchasing beverages are freshness, taste, thickness and easy availability. ?Finally I conclude that, majority of the retailers are satisfied with the Wholesale Dealers of Amul because of its good quality, reputation, demand and loyal customers. Some retailers are not satisfied with the WD’s because of low margins, lack of dealer services, spoilage and low shelf life etc. Therefore, if slight modification in the marketing programme such as dealers quick delivery, exchange of expired packs, establishing Exclusive Amul outlets, promotion programmers, product lines etc. definitely company can be as a monopoly and strong market leader. ?Amul has also to take care of its competitors into consideration and more importantly it’s customers before making any move. BIBLIOGRAPHY Marketing Management: -Philip Kotler, The Millennium Edition, Prentice Hall Of India Private Limited, New Delhi. Marketing Research: -G. C Brek, Tata Mc Graw-Hill Publishing Company Limited, New Delhi Periodical: -Business Word DFPI, Annual Report-2008-2009 Research Methodology: – C. R. Kothari , 2nd edition. S. N Murty and U Bhojanna Website Address:-www. amul. com