A REPORT

ON

(“Retail Market Survey and Client Acquisition Strategy

for Amul’s Fresh Products”)
By

(Harshal Pawar)

Enrolment NO : 24BSP2925

( Amul )
 REPORT ON
(“Retail Market Survey and Client Acquisition Strategy
for Amul’s Fresh Products”)
By
(Harshal Pawar : 24BSP2925)

AMUL (GCMMF LTD, PUNE)

A report submitted in partial fulfilment of

the requirements of
PGPM Program of
IBS PUNE

Company Guide Faculty Guide

Mr. Nilkanth Dubal Dr. Girish Kulkarni

Date of Submission

10/April/2025
 AUTHORISATION

This report, titled “Retail Market Survey and Client Acquisition Strategy for
Amul’s Fresh Products” submitted by Harshal Pawar : 24BSP2925 is a summary of the
work carried out in AMUL from 24th February 2025 to 23rd May 2025. The report is
submitted as partial fulfilment of the requirement of PGPM Program of IBS Pune under the
guidance of Mr. Nilkanth Dubal and Dr. Girish Kulkarni.

Company Guide Faculty Guide

Mr. Nilkanth Dubal Dr. Girish Kulkarni

Amul IBS Pune

 ACKNOWLEDGMENTS

This project has played a significant role in enhancing my academic learning by offering
practical exposure to the corporate and marketing sectors. I am truly thankful to Mr.
Nilkanth Dubal, Senior Sales Executive, for entrusting me with this opportunity, imparting
his valuable market insights, and fostering a positive and supportive learning environment.
His mentorship has been instrumental in shaping my professional growth.

I am equally grateful to Mr. Aniket Pawar, Territory Sales In-Charge, for his consistent
encouragement, insightful suggestions, and involvement in important decisions that enriched
my overall experience.

My sincere appreciation also goes to Dr.Girish Kulkarni for continuous guidance and
mentorship throughout this internship.

Finally, I would like to express my heartfelt thanks to Prof. Jyoti Tilak, Director of IBS
Pune, for her unwavering support and for facilitating this Summer Internship Program (SIP).

This journey has been a pivotal step in my career path, and I am genuinely thankful to
everyone who contributed to its success.
 EXECUTIVE SUMMARY

I am Harshal Pawar, a Student at IBS Pune, Currently doing my Summer Internship

Program (SIP) at AMUL- Gujarat Cooperative Milk Marketing Federation (GCMMF)
Ltd Pune. It has been a great privilege to Intern at India’s one of the leading Fast Moving
Consumer Goods (FMCG) company.

As part of my Summer Internship Program at Amul (GCMMF Ltd.), under the project
titled “A Study of the Marketing Mix Strategy of Amul’s Fresh Products in the Pune
Region,” I was actively involved in implementing strategic sales and marketing initiatives to
enhance the visibility and performance of Amul’s fresh product portfolio, with a special focus
on newly launched items.

My responsibilities are I actively participated in various on-ground promotional activities

such as setting up kiosks at high-footfall areas. These efforts were aimed at creating brand
awareness, generating consumer interest, and encouraging first-time purchases. Through
these initiatives, I was able to directly interact with potential customers, gather feedback, and
observe consumer behavior in real-time. And I also worked on identifying new potential retail
outlets to expand Amul’s market reach within the Pune region. This involved conducting field
visits in various areas. The aim was to improve product availability and strengthen
distribution channels in key areas. and conducted informal surveys and collected feedback
from both customers and retailers to better understand consumer preferences, buying patterns,
price sensitivity, and awareness levels regarding Amul’s fresh products. This research
provided insights into customer needs, helping refine marketing approaches and promotional
tactics.

Objective of the SIP

1.To analyze consumer purchasing patterns and preferences for Amul’s fresh dairy products.

2.To identify key retail market trends and opportunities for product expansion in Pune.

3.To enhance brand awareness and sales through direct consumer engagement and retailer
collaboration.

The main job during the internship was to help more people in Pune know about and buy
Amul's new products.Checked on the new products in shops: I went to different stores to see
how well Amul's new Mango and Rose Lassi, Yogurt, and Curd were selling. Talked to shop
owners and customers: I asked shopkeepers how the products were doing and got feedback
from customers about what they thought. This helped you understand why some products
were selling well and others weren't. Tried to boost sales: Based on what I learned, I helped
organize ways to get people interested in trying the new Amul products and buying them.
Promoted the new items directly: I set up small stands to show people the new Mango and
Rose Lassi, Yogurt, and Curd and get their opinions. Compared Amul to other brands: You
looked at how much Amul's products cost and how they were being promoted compared to
other similar products.

Methodology
1.We made a list of questions: We created a survey to ask people about what they want to
buy, what problems sellers have, and what's happening in the market.
2.We talked to different people: We spoke with people who buy the product, people who sell
it now, people who might sell it in the future, and store owners.
3.We met people face-to-face: We talked to people in person so we could understand them
better and answer their questions right away.
4.We chose people carefully: We randomly picked some customers to talk to, so we got a
good mix of opinions. We also specifically chose sellers and store owners who knew a lot
about the product.
5.We looked at the answers: We used numbers and words to understand what people told us.
This helped us see what people want and where we could sell the product better.

Findings & Conclusion

This internship was a fantastic way to see how marketing and sales really work. I wasn't just
reading about it. I was actually out there promoting Amul's fresh stuff, especially the new
things they launched. I learned firsthand how giving out samples, getting products into more
stores, and doing market research play out in the real world. It was a really valuable
experience that helped me develop my skills and grow as a person.

Recommendations
To help Amul grow its fresh product sales, I suggest doing more in-store promotions and
setting up kiosks in busy areas so more people can try the products. Listening to customer
feedback can help improve the products, and keeping shopkeepers informed will help them
sell better. Amul should also expand into areas where products aren’t easily available and use
local language ads to connect better with people. Promoting fresh products on social media
can also help reach younger customers and boost visibility.

Final Thought
This internship helped me understand how marketing really works in the field. I learned how
customer engagement, product visibility, and strong retailer support can boost sales. Overall,
it was a great learning experience that helped me grow both personally and professionally.
INTRODUCTION
Formation & Background (1946) – Amul was established in Anand, Gujarat, to counter the
exploitation of dairy farmers by middlemen.

Birth of Amul – The brand name “Amul” was introduced, derived from 'Amulya', meaning
priceless in Sanskrit.

Operation Flood (1970s) – Amul’s success led to the National Dairy Development Board
(NDDB) replicating the model across India, making the country the world’s largest milk
producer.

Current Status – Amul is now India’s largest dairy brand, known for its extensive range of
dairy products and global presence.

Market Leader: Amul dominates India’s dairy industry with over 25% market share.

 History & Growth

Amul started in 1946 to help dairy farmers who were being treated unfairly by middlemen.
To solve this, a group of farmers came together to form a cooperative, allowing them to
control how their milk was sold. This idea worked so well that Prime Minister Lal Bahadur
Shastri decided to use the same model for India's national dairy policy. In 1973, the company
was officially named Anand Milk Union Limited (AMUL). Earlier, in 1965, the National
Dairy Development Board (NDDB) was set up to spread AMUL's successful model across
the country, helping connect farmers directly with consumers and cutting out the middlemen.

 Impact & Achievements

AMUL's efforts helped make India the world's largest milk producer. Today, over 16 million
farmers supply milk every day through 185,903 cooperative societies.

At AMUL, the farmers own the dairy, and they choose leaders to manage local and district
groups, while professionals handle daily operations and business strategies.

By supporting farmers and changing how dairy is managed, AMUL has transformed India's
dairy industry and set a global example for cooperative success.

• Objectives, Scope, and Limitations

 Objectives
1.To analyze consumer purchasing patterns and preferences for Amul’s fresh dairy
products.
2.To identify key retail market trends and opportunities for product expansion in Pune.
3.To enhance brand awareness and sales through direct consumer engagement and retailer
collaboration.
Scope
Primary Objective: The focus is to collect retail data on sales trends, customer
preferences, and retailer challenges while expanding Amul’s market presence by
onboarding new retail partners. Additionally, the study aims to evaluate competition and
optimize sales and marketing strategies.
Secondary Objectives: The objective also includes assessing retailer satisfaction,
analyzing consumer demand patterns, strengthening partnerships, enhancing distribution
efficiency, and improving brand visibility to boost overall sales performance.
Limitations
o Faced tough competition from local brands like Chitale and Govardhan in some areas.

o Negotiations with retailers were challenging due to the absence of a product replacement
policy for Amul items.

• Sources and Methods

How I Gathered Information for This Report:
 o I asked people questions: During my internship, I used a survey (questionnaire) to collect
firsthand information.
o I looked at sales numbers: I had access to Excel sheets that showed how much of Amul's
fresh products and other brands were available in stores.
o I wanted to know why people buy: I created a survey to understand why customers
choose certain fresh products, focusing on things like price, quality, and taste. The goal
was to figure out how to sell more Amul fresh products.
o I used different ways to understand customers: I used both numbers (like sales data) and
people's opinions (from the surveys) to get a good picture of what customers like. This
helped understand how Amul can best reach its customers.
o I created a survey about what customers want: This survey asked people about what they
like, how they buy, and if they know about Amul's fresh products.
What I Did on the Ground:
o Talked to new shop owners: I convinced new stores to sell Amul's fresh products by
explaining how much money they could make. Then, I took their orders to help Amul sell
more.
o Looked for new distributors: I also went to new areas in Pune to find someone who could
help Amul sell its fresh products in those places. This was to help Amul's fresh business
grow in new markets.
• INDUSTRIAL ANALYSIS
• Overview of the sector

o India's market for everyday things like food and cleaning products is huge and getting
bigger. This is because people have more money, there are more young people, and
everyone knows more about different brands. Things for your house and personal care
make up half of all these sales, so it's a really important part of India's economy.
o Amul, the big milk company, made a lot of money last year – about 80,000 crore rupees!
They grew by 8%, mostly because people wanted to buy their branded products.
o The milk business in India, with Amul leading the way, is super important for the
country's money. We're making more and more milk each year. Amul has also been
growing steadily because people trust their brand and they keep coming up with new
products.
o The milk industry is a big deal for people living in the countryside because it gives them
jobs and helps them earn money. It also creates jobs in factories, transportation, and other
related areas. Milk products are a key part of what Indians eat and help keep people
healthy. The whole livestock industry, including milk, makes up about 4% of India's total
economy.
o Amul is in a good spot to keep doing well because people know and trust them, they have
a good way of getting their products everywhere, and they focus on good quality and new
ideas. The milk business has a lot of potential in India.
o The milk business in India is expected to keep growing because people are earning more,
more people are moving to cities, and what people like to eat is changing. Companies are
also trying to make new and interesting milk products. India could also sell more milk
products to other countries because it produces a lot and can offer good prices. Even
though Amul is a cooperative that mostly uses Indian money and support, other milk
companies in India can have foreign companies invest in them. This has brought more
competition, with big global brands like Nestlé and Lactalis also selling their products
here.

• Major Players

In India, Amul faces competition from several brands in the dairy and FMCG sectors. Some
of the major competitors of Amul include:

 Mother Dairy: Operated by the National Dairy Development Board (NDDB),

Mother Dairy offers a wide range of dairy products including milk, yogurt, ice cream,
butter, cheese, and more. It has a strong presence in various Indian cities and is known
for its quality and affordable products.

 Nestle: Nestle is a multinational company with a significant presence in the Indian

market. It offers various dairy products such as milk, yogurt, cheese, and ice cream
under brands like Nestle Milkmaid, Nestle Every day, and Nestle A+
  Britannia Industries: Britannia is a well-known FMCG company in India, offering a
variety of food products including dairy items like cheese, butter, and milk-based
beverages. Its dairy products compete with those of Amul in the market.

IN MAHARASHTRA

 Govind: Govind Milk offers a variety of dairy products including milk, ghee, butter,
paneer, yogurt, and other milk-based products. in Gujarat, Govind Milk competes
with other local and national dairy brands such as Amul, Mother Dairy, and various
cooperative societies like Verka and Sudha Dairy. Govind Milk is known for its
quality products and has built a reputation for providing fresh and hygienically
processed dairy items.

 Chitale: Chitale Dairy has a strong presence in Maharashtra, particularly in cities like Pune,
Mumbai, and Nagpur. It is one of the prominent dairy brands in the state. Chitale Dairy offers
a wide range of dairy products including milk, ghee, paneer, yogurt, flavoured milk, sweets,
and other milk-based products. It is known for its quality and variety of dairy offerings.
 Gokul: Gokul Dairy has a strong presence in Maharashtra, particularly in cities like Pune,
Mumbai, and Kholapur. It is one of the prominent dairy brands in the state. Gokul Dairy
offers a wide range of dairy products including milk, ghee, paneer, yogurt, flavoured milk,
sweets, and other milk-based products. It is known for its quality and variety of dairy
offerings.
Porter’s Five Forces

 New Companies Trying to Enter: It's hard for new dairy companies to pop up and really
compete. Think of it like this: you need a lot of money to build factories, get milk
everywhere, and make people trust your brand. Big players like Amul are already well-known
and can produce things cheaply because they're so large. This makes it tough for newcomers.
 How Much Power Milk Suppliers Have: The power of the people who provide milk to Amul
is not very high to medium. Because Amul is a group of many milk farmers, they have a lot of
suppliers. However, things can change if there's less milk being produced, if the government
makes new rules, or if the cost of things like animal feed goes up. But Amul works closely
with its farmers, which helps keep this power in check.
 How Much Power Buyers (Us, the Customers) Have: We, as buyers, have some power
(medium) because we can choose from different milk brands and other dairy products.
However, Amul has a strong name, sells many different things, and usually has good prices,
which makes us less likely to switch easily. Plus, you can find Amul products almost
everywhere, so it's convenient.
 Other Things We Could Buy Instead of Dairy (Substitutes): There are some to a moderate
number of things we could use instead of dairy, like milk made from plants (soy, almond,
etc.). But dairy is still a main part of what many people eat, and Amul focuses on good
quality, taste, and affordable prices, which keeps people buying their products. How much of
a threat these substitutes are depends on what people prefer and current food trends.
 How Much Existing Dairy Companies Fight for Business: There's a good amount to a lot of
competition between dairy companies like Amul and others like Mother Dairy and Nestle.
They all try to get more customers by coming up with new products, changing prices, and
doing marketing. But Amul has a strong reputation, a huge network to sell their products, and
a focus on quality, which helps them stay ahead.

1. COMPANY OVERVIEW
2. History: As a response to the Facing exploitation by traders and agents, dairy
farmers in Kaira, led by Tribhuvan Das Patel, sought Sardar Vallabhbhai
Patel's guidance. He advised forming a cooperative to directly supply milk to
the Bombay Milk Scheme. Sardar Patel then delegated Morarji Desai to
organize the farmers, culminating in the establishment of the Kaira District
Co-operative Milk Producers' Union on December 14, 1946, the foundation
of Amul. This cooperative model empowered farmers, giving them control
over their livelihoods and marking the beginning of a transformative change
in the Indian dairy landscape. This initial step laid the groundwork for what
would become the "White Revolution."
3. Mission & Vision.
4. What Amul Wants to Do (Mission): We want to make sure that the people who produce
milk get a fair price for it. At the same time, we want to give our customers good quality
products that are worth what they pay for."
5. Where Amul Sees Itself Going (Vision): "We want to be the biggest and most important
company in the milk business in India. We also want to sell our products in other
countries and be known around the world."

6. Organizational Structure.
7. Board of Directors: This is the highest level of governance and decision-making
within the organization.
8. Chairman: The chairman leads the board of directors and oversees the overall
direction of Amul.
9. Managing Chairman: This role involves the day-to-day management and operations
of the cooperative.
10. General Manager: The general manager is responsible for the overall functioning of
the organization and reports to the managing chairman.
11. Branch Manager: Branch managers oversee the operations of individual branches or
units of Amul.
12. Office Incharge (Dairy & Frozen): These individuals are responsible for managing
the operations of the dairy and frozen product sections, respectively.
13. Field Sales Representative: These representatives handle sales and distribution in the
field, working under the office in charges.
14. Distributor: Distributors are responsible for getting Amul products to retailers.
15. Sales Person: Sales personnel work at the ground level, directly involved in selling
products to consumers.
Business Model of the company

Amul's business is set up in three levels:

 Village Level: Farmers in villages form small groups (cooperative societies).
 District Level: These village groups join together to form a larger group (milk union)
at the district level.
 State Level: All the district-level groups come together to form an even bigger group
(federation) at the state level.
This system creates a direct connection between the farmers who produce the milk and
the people who buy it, cutting out the middlemen.
Here's the process in a nutshell:
1. Farmers' Role: Farmers give their milk to the Amul dairy cooperative in their village.
2. Processing: Amul collects this milk and takes it to be processed. This involves making
it safe to drink (pasteurization) and making it consistent (homogenization). They may
also adjust the milk by adding or removing certain components.
3. Distribution: The processed and packaged milk is sent to agencies and distributors.
4. Getting to Stores: Distributors deliver the milk products to local shops (retailers).
5. Reaching Customers: We, as customers, buy the milk and other Amul products from
these shops whenever we need them.
Major Financial Indicators of the Company

The Gujarat Co-operative Milk Marketing Federation Ltd (GCMMF), which is responsible for
Amul, has announced that its earnings for the financial year 2022-23 reached about Rs
55,055 crore. This is an 18.5% increase compared to the previous year, mainly because more
people are buying Amul's branded products.
Here are some key highlights:
 Amul's fresh products, like milk, saw a 21% increase in sales and make up half of
Amul's total earnings.
 Their ice cream sales jumped by 41%.
 Overall, Amul's consumer products (like cheese, butter, UHT milk, and yogurt) grew
by 23%, with many of these products seeing sales increases of 20-40%.
 The total earnings of all the milk unions under the Amul group have surpassed Rs
72,000 crore (USD 9 billion).
 Increasing its distribution network from 82 branches and warehouses to over 100 in
2023-24. Adding more distributors and stores in the top 400 most populated cities.
SWOT
STRENGTHS
 Market Leader: Amul is the top player in the Indian market. To stay on top, they need
to sell to even more people in cities and villages and boost their advertising.
 Wide Range of Products: Amul sells many different products in three main groups:
fresh, dairy, and frozen. This gives them an edge over other brands.
 Focus on Technology: Amul's focus on using better technology and coming up with
new ideas helps them stay ahead of their competitors.
WEAKNESSES
 Limited Marketing in Pune: Amul doesn't advertise much in some areas of Pune, so
people there don't know about their products. They need to improve this.
 Product Spoilage: Even though processes like pasteurization and UHT help milk last
longer, it can still spoil at the shops. Amul is working on helping shops store milk
better and will use new methods to improve milk quality and shelf life.
 Distributor Knowledge: New sellers of Amul products often don't know much about
them at first. Amul should train them properly so they can serve the shops better.
OPPORTUNITIES
 Anniversary and Growth: Amul celebrated 50 years and has become the biggest milk
and dairy producer in India. They are also selling in other countries and want to
become a global brand.
 Competition: There are more and more new dairy companies, which means more
competition. But Amul sees this as a chance to improve and offer better products.
 Growing Demand: More people in India and around the world want to buy both
traditional and new types of dairy products.
 International Partnership: Amul has partnered with a company in the USA to make
Amul milk available to more people there.
THREATS
 Competition: New brands are entering the Indian market, which could affect Amul's
business.
 Negative Media: Bad news stories can damage Amul's reputation.
16.Competitor analysis
In the Indian dairy industry, and specifically in Maharashtra, different companies have
different positions:
 Amul: It's the top dog. Amul leads the market across India with a wide range of
products and a strong distribution network. Its revenue is very high.
 Mother Dairy: It's a strong competitor. Mother Dairy is not as dominant as Amul, but
it's a major player, especially in North India. It tries hard to gain more market share.
 Govind, Chitale, and Katraj: These companies follow the leaders.
o Govind Dairy is mainly in Gujarat.
o Chitale and Katraj are more focused on Maharashtra. Katraj, in particular,
operates in and around Pune.
o These companies concentrate on their regional markets and often adapt to
what the bigger companies are doing.
 Nestle: This is a specialized player. Nestle is a big global company, but in India's
dairy market, it focuses on specific products like milk drinks, baby food, and dairy for
cooking.
3C’s Analysis of Amul
1. Customers:
 Understanding Needs: Amul focuses on providing affordable, high-quality dairy
products for a wide range of Indian consumers, with a diverse product selection.
 Building Trust: Amul has built strong customer trust through consistent quality,
reliable availability, and ethical practices, reinforced by its iconic mascot and effective
advertising.
 Accessibility: Amul's extensive distribution network ensures its products are widely
available, even in remote areas, making it a mass-market brand.
2. Competition:
 Navigating a Growing Market: Amul operates in an increasingly competitive Indian
dairy market, facing competition from both domestic and global brands like Nestlé
and Mother Dairy.
 Maintaining a Competitive Edge: Amul stays competitive through its strong brand
reputation, efficient cooperative structure, continuous product innovation, and vast
distribution network.
 Adapting to Change: Amul adapts to changing consumer preferences by expanding its
product range and embracing e-commerce.
3. Company:
 Cooperative Model: Amul's cooperative structure empowers farmers, ensures fair
prices, and fosters a sense of ownership and shared prosperity.
 Focus on Quality: Amul emphasizes quality control throughout its production process,
earning consumer trust.
 Innovation and Diversification: Amul innovates by introducing new products and
diversifying into other food categories.
 Social Responsibility: Amul is socially responsible, contributing to rural development
and supporting farmers, with its model being replicated across India.
• PROJECT EXECUTION DETAILS
• Concept Description

o In this project, the main focus was on analysing and carrying out marketing activities
to help improve the company’s business growth. This includes promoting both new
and existing fresh products and carrying out promotional activities, which are the key
parts of this report.

o Tasks: help in generating orders for distributors by providing them with an order list.
This task was assigned when a distributor was new or had trouble generating orders.

o Marketing Activities: Conducted kiosk activities and promotions to advertise existing

and new products in areas like Gondale Nagar, Dhamal Wadi, and Ganga Nagar.
These activities made people more interested in the products and they paid closer
attention when we provided product information.

o Confirmed the delivery of products like probiotic buttermilk (cup), Tadka Chaas, and
A2 buffalo Cup dahi to retailers, visited a day before. This helped build trust and
develop good relationships with the retailers.

o DMS Application: I added both existing and new retailers to the Amul application for
the new distributor. This made it easier for them to complete their daily tasks more
efficiently.

• Importance of the project

 This project will help the company understand the current market situation of the fresh
division. The report will help the company grow its business in many parts of Pune by
focusing on factors that influence the demand for its products.

 The project provided a complete understanding of AMUL’s strategy on how they target and
segment their customers in different market regions of Pune.

 Activities I Participated In
 Running a Promotion Booth: I organized a small stand (a kiosk) to showcase Amul's latest
products. This was a fantastic opportunity to talk directly with customers and see firsthand
how promotional activities work when you're out there interacting with people.
 Checking Up on Retailers: I used the Amul DMS App to visit various shops and make sure
their listed locations were correct. I also checked if they had enough Amul products in stock.
If a shop didn't have any Amul banners displayed, I made sure to get them some.
 Working Directly with Shopkeepers: I spent time talking to the owners and managers of
different stores. I collected their opinions and suggestions, took down orders for more
products, and tried to figure out why certain Amul items weren't selling as well as others.
 Following are the Images of Activitys :
 Roles & Responsibilities
During my marketing internship at GCMMF (Amul) in Pune:

 Found new places in Pune to sell Amul's fresh products.

 Located new stores to sell Amul products in specific areas.

 Promoted Amul's current and new fresh products.

 Made sure orders were delivered correctly, fixed delivery problems, and worked with
the sales team to prevent issues.

 Introduced new Amul fresh products in key areas.

 Worked with distributors to solve delivery problems and improve the delivery
process.

 Organized promotions for the new fresh products.