MARKETING MANAGEMENT-1
Project Proposal
GROUP-8 MEMBERS
Auroprasad Pal (2501008)
Kasturi Kashish (2501021)
Prasang Singh (2501034)
Nakul Sharma (2501047)
Ujjwal Thorat (2501060)
Market Research- AMUL MILK
About AMUL MILK
Amul Milk, produced by Anand Milk Union Limited (AMUL), is one of the most
consumed dairy products in India and forms the backbone of Amul’s
cooperative success story. Established in 1946 in Anand, Gujarat, under the
leadership of Dr. Verghese Kurien, Amul pioneered India’s White Revolution.
Operated by the Gujarat Cooperative Milk Marketing Federation (GCMMF),
Amul Milk represents the trust of over 3.6 million dairy farmers. It is one of
the largest-selling packaged milk brands in India, available in multiple
variants such as toned milk, full cream, double-toned, and standardized milk.
Amul Milk is distributed through a vast network of distributors, retailers, and
Amul parlors across the country, ensuring accessibility in both urban and
rural markets. Known for its purity, quality, and affordability, Amul Milk has
become synonymous with everyday nutrition for millions of households. Its
iconic positioning as the “Taste of India” is reinforced by decades of
consistent quality and strong consumer trust.
Motivation for Selecting AMUL MILK
The selection of Amul Milk as the focus of this project is driven by its unique
role in India’s dairy ecosystem. While Amul has a wide portfolio, milk remains
its core product and the foundation of its cooperative model. Amul Milk not
only represents nutritional value and affordability for consumers but also
symbolizes empowerment for millions of farmers. Studying Amul Milk allows
us to understand the marketing and distribution dynamics of a product that
has national significance, wide-scale consumption, and deep cultural
relevance.
Amul Milk faces challenges from competitors such as Nestlé (Nestlé a+ milk),
Mother Dairy, and regional dairy cooperatives. Additionally, with shifting
consumer preferences toward healthier, fortified, and organic milk, Amul Milk
must adapt to sustain leadership. Its strong distribution and branding provide
an excellent platform to analyze how it continues to dominate the fresh dairy
category in India.
Objectives
Understanding the Marketing Decisions
This project will focus on how Amul Milk makes key marketing decisions to
remain competitive. It will study how Amul Milk balances consumer needs,
sets pricing strategies, and ensures wide availability through its distribution
network.
Identifying Amul Milk’s Marketing Drivers
The project will identify the factors influencing Amul Milk’s marketing
decisions. These include changing consumer behavior, regional preferences,
rising health awareness, competition from other dairy brands, government
regulations, and the cooperative structure.
Applying Classroom Frameworks
The project provides us with an opportunity to apply key marketing
frameworks such as SWOT Analysis, PESTEL Analysis, Porter’s Five Forces,
and Ansoff’s Growth Matrix to real decisions related to Amul Milk.
Analyzing Consumer Perception of Amul Milk
Amul Milk has been trusted in Indian households for decades. This project
will analyze how consumers perceive Amul Milk today, how preferences are
shifting toward healthier options, and how the brand maintains loyalty in
both rural and urban markets.
Exploring Challenges and Opportunities
Amul Milk faces challenges such as competition, rising demand for healthier
milk variants (low-fat, organic, fortified), and sustainability concerns. The
project will explore how Amul Milk can innovate and expand while sustaining
affordability and quality.
Methodology
We plan to adopt a structured market research approach using both primary
and secondary research to understand Amul Milk’s market positioning,
consumer behavior, and competitive landscape. The findings will be analyzed
using relevant marketing frameworks to generate actionable
recommendations.
1. Secondary Research
We will conduct an extensive review of: - Amul Milk’s financial reports,
cooperative model, and historical growth trajectory. - Competitors such as
Nestlé a+, Mother Dairy, and regional milk brands. - Published reports,
industry articles, and academic studies to understand broader dairy sector
trends. - Consumer behavior research with a focus on milk consumption
patterns, health-conscious choices, and premium variants.
2. Primary Research
We will complement secondary data with first-hand insights by: - Customer
Surveys: Conducting surveys among urban and rural consumers to assess
perceptions of Amul Milk’s quality, affordability, and trust. - Store Visits:
Visiting supermarkets, retail outlets, and Amul parlors in Trichy to observe
product placement, pricing, and promotions. - Retailer/Distributor Interviews:
Engaging with retailers and distributors to understand supply chain efficiency
and sales challenges for Amul Milk. - E-commerce Analysis: Reviewing Amul
Milk’s presence on quick-commerce and e-commerce platforms.
3. Analytical Frameworks
The data collected will be structured and analyzed using the following
frameworks: - SWOT Analysis – To evaluate Amul Milk’s strengths,
weaknesses, opportunities, and threats. - PESTEL Analysis – To assess macro-
environmental factors. - Porter’s Five Forces – To evaluate competitive
intensity in the milk industry. - Ansoff’s Growth Matrix – To explore potential
growth strategies for Amul Milk.
4. Recommendations
Based on the analysis, we will propose actionable strategies for Amul Milk to:
- Innovate in health-focused variants such as low-fat, organic, and fortified
milk. - Strengthen digital and social media marketing to attract younger
consumers. - Expand penetration in rural and semi-urban markets. - Improve
packaging and adopt sustainable practices to meet rising expectations.
Timeline
Stage Details Timeframe
Project Proposal Submission of project 15th September, 2025
proposal (company
selection – Amul Milk,
industry – Dairy).
Secondary Research Collect data on Amul Session 1–2 (MM Term
Milk’s history, 2)
cooperative model, and
industry trends.
Primary Research Conduct surveys, store Session 3
visits, and distributor
Stage Details Timeframe
interviews.
Situational Analysis Apply SWOT, PESTEL, Session 4–5
and Porter’s Five Forces
frameworks to evaluate
Amul Milk’s position.
Mid Review Presentation of interim 3rd–4th Session
findings (company
overview, situational
analysis).
Strategic Use Ansoff Matrix to Session 6
Recommendations propose growth
strategies and develop
Marketing Mix (4Ps).
Report Consolidation Finalize findings, Session 7
compile report draft,
and prepare group
presentation.
Final Report Submission Submit complete 7th–8th Session
project report to
faculty.
Final Presentation Deliver presentation 9th–10th Session
summarizing research,
analysis, and
recommendations.
