SUMMER INTERNSHIP PROJECT REPORT ON GCMMF

“ANALYSIS OF DISTRIBUTION CHANNEL OF AMUL IN PUNE”

SUBMITTED BY
Harshit Singh
Roll Number – TM2019326

FOR THE DEGREE OF

MASTER OF BUSSINESS ADMINISTRATION WITH MAEKETING SPECIALIZATION

UNDER THE GUIDANCE OF

Prof. Dr. Sanjit Kumar Dash
Prof. Rajkiran

SRI BALAJI UNIVERSITY PUNE

BALAJI INSTITUTE OF TELECOM AND MANAGEMENT

ACADEMIC YEAR 2021 – 2022

 DECLARATION

I, HARSHIT SINGH, ROLL NUMBER – TM2019326 OF BALAJI INSTITUTE OF

TELECOM AND MANAGEMENT (SRI BALAJI UNIVERSITY PUNE), HEREBY
DECLARE THAT I HAVE COMPLETED THE PROJECT ENTITLED “ANALYSIS
OF DISTRIBUTION CHANNEL OF AMUL IN PUNE” IN PARTIAL
FULFILLMENT OF THE REQUIREMENT FOR THE THIRD SEMESTER OF THE
MASTER OF BUSSINESS ADMINISTRATION WITH SPECIALIZATION IN
MARKETING COURSE FOR THE ACADEMIC YEAR 2021-2022 (BATCH 2020 –
2022) THIS PROJECT IS THE RESULT OF ORIGINAL WORK DONE BY ME ON
GROUND ZERO.

DATE: - NAME & SIGNATURE

 CERTIFICATE
I certify that the work incorporated in the Research
Report titled, “ANALYSIS OF DISTRIBUTION CHANNEL OF AMUL IN PUNE” submitted by
Harshit Singh is his original work which was carried out by the candidate under my supervision and
guidance. I further certify that the above work was duly approved by me and this work is the result of
candidate’s independent study and effort. Such material has been obtained from other sources has
been duly acknowledged in the thesis.
Date:
(Signature of Faculty Mentor)
Pune Place
(Signature of Research Guide)
 ACKNOWLEDEGEMENT
I EXPRESS MY SINCERE THANKS TO DIRECTOR OF BALAJI INSTITUTE OF TELECOM
AND MANAGEMENT - DR. SANJIT KUMAR DASH SIR AND PROF. RAJ KIRAN PUND SIR
FOR HIS VALUABLE GUIDANCE AND SUPPORT EVERY NOW AND THEN IN DOING THIS
PROJECT.
I WISH TO TAKE THE OPPORTUNITY TO EXPRESS MY DEEP SENCE OF GRATITUDE TO
DR. RITIKA SINGH MA’AM AND DR SUBHASIS SEN SIR FOR THEIR INVALUABLE
GUIDANCE AND SUPPORT IN THIS ENDEAVOUR. THEY HAVE BEEN A CONSTANT
SOURCE OF INSPIRATION.
I OWE MY SPECIAL THANKS TO MISS SHURUTI MA’AM, HR, GCMMF, AND MISS ROHINI
MA’AM TERRITORY SALES IN-CHARGE OF AMUL, GCMMF AND DISTRIBUTORS AND
RETAILERS OF AMUL FOR THEIR ENCOURAGEMENT AND THEIR VALUABLE
GUIDANCE AND SUPPORT.
FINALLY, IT IS THE FOREMOST DUTY TO THANK ALMIGHTY GOD FOR ABUNDANT
BLESSINGS AND TO ALL MY RESPONDENTS, FAMILY & FRIENDS AND TEACHERS WHO
HAVE HELPED ME DIRECTLY OR INDIRECTLY IN COMPLETING MY FIELD WORK,
WITHOUT WHICH THIS PROJECT WOULD NOT HAVE BEEN SUCCESSFUL.

Name & Signature

 Content
1. Introduction
2. Contextual Background
2.1 Industry Scenario
2.2 Market Scenario
2.3 Competitor Analysis
2.4 Product Studied
2.5 Company Profile
3. Objectives
4. Literature Review
5. Part A: Sales Strategy
6. Part B: Research Methodology
6.1. Research Type
6.2. Sample Size
6.3 Questionnaire
6.4 Data Collection Method
7. Data Analysis
7.1 Using MS Excel
7.2 Using SPSS
8. Finding and Interpretation
9. Recommendation
10. Limitation
11. Conclusion
12. Bibliography
 Appendix
This project principally centres around Retailer Satisfaction. So, in the wake of finding out about
distribution channel, I began gathering information with the assistance of graphic exploration strategy.
This project was done in Pimpri-Chinchwad region, Pune. Subsequent to dissecting geological region
and retailer's outlets, I wanted to study retailers around there. The goal was to quantify retailer
satisfaction.
I began my late spring preparing on fifth of May. I spent on different advertising exercises like I had
visited in excess of 30 retail shops to know their view and conduct towards AMUL items.
And furthermore, gathers insight concerning the contenders there offers and benefit margin. I have
likewise called more than 350 retailors to think about Amul administration and distribution measure.
And afterward finally I worked with poll an example size of 350+ retailers were taken for the
investigation whose reactions were contemplated and deciphered. The inspecting configuration was
utilized accommodation testing. The cycle of examination was done through SPSS dominate work
sheets, recurrence table, rate investigation and so forth
I have finished my project on 10TH July and during the project I have accomplished my all targets of
my project.
 Introduction
I was filling in as a management summer intern for a very long time (fifth May to tenth July) with the
association. During this two months' time frame. I worked as a team with various divisions and staff is
to execute various exercises identified with the venture like understanding the undertaking necessity
and assumptions, gathering the data and information for explicit district of Pune. In the wake of
understanding the venture prerequisite, I had planned key exploration issue and targets alongside
appropriate poll gather essential indispensable data for research. Inside this period, I have gathered
information from various sorts of retailers and gathered reaction for the essential examination.
During introductory few weeks mapping of Amul frozen items was finished with the assistance of
"Amul Cart" app. Later in the wake of knowing the entire deals an area, information investigation was
never really outed the proposals and end for the relegated project.
 CONTEXTUAL BACKGROUND
India's biggest food item brand and dairy exporter, dairy helpful of Gujarat, prominently known as
Amul, is perhaps the best and believed dairy part of the country. Begun with the goal to give
profitable re-visitations of ranchers, and produce quality items at moderate rates, Amul's prosperity
fills in as a model for rest of the world.
Marketed under the brand name of 'Amul' and 'Sagar' and worked 60 deals workplaces, it has an
organization of more than 10,000 sellers and 1 million retailers, making it probably the biggest
organization of its sort in the country.
With an on-ground presence across more than 1 million foodservice outlets, Amul is market pioneer in
all dairy items in institutional section. The promoting association records and yearly turnover of
₹38,542 crore for the monetary year 2019-20. Its day-by-day milk acquisition is approx. 21 million
litres each day from 18,554 milk agreeable social orders, 18-part associations covering 33 locale, and
3.6 million milk maker individuals.
Mainstream food culture shows and driving five-star chains reliably use Amul in different plans, to
further develop flavours and taste of the end result. This food administration book features new items
and their different uses in the institutional portion.
Amul isn't just an item, yet in addition a second. It is in one manner, the portrayal of monetary
opportunity of ranchers. It has given ranchers the mental fortitude to dream. To trust. To live.
Retailer conduct and fulfilment can be knowledgeable about an assortment of circumstances and
associated with the two labour and products. It is an exceptionally close to home appraisal that is
significantly influenced by client assumptions.
Fulfilment and conduct additionally depends on the client's involvement in the association and
individual results. A few analysts characterize a fulfilled client inside the private area as "one who gets
critical added esteem". Each association should characterize client conduct and fulfilment with respect
to their market. So, consumer loyalty couldn't be characterized just norm or nature of item.
Consumer loyalty is how much a client sees that an individual, firm or association has viably given an
item or administration that addresses the client's issues in the setting where the client knows about
and/or utilizing the item or administration. To direct this venture report, I have assembled information
from the retailers, so I can see appropriately that what the conduct and fulfilment level of the retailer.
With the assistance of an example of retailer, I became acquainted with about different issues that are
been looked by the retailers, and through this review I have given a few discoveries and ideas that will
assist the organization with further developing the fulfilment level of retailers around here.
To make long haul progress on the lookout, firm should screen the retailer fulfilment signals with
respect to item and relationship.
Estimating client fulfilments give an extensive knowledge to the client pre and post buy conduct.
Without this methodology understanding, improving and growing better client administrations
couldn't be conceivable.
 INDUSTRY SCENARIO
Fast-moving consumer goods (FMCG) can be characterized as bundled goods that are devoured or
sold at standard and little spans. The costs of the FMCG are low and benefits procured are more
subject to the volume deals of the items. FMCG are the fourth biggest area in the Indian economy.
There are three principal portions in the area – food and drinks, medical services family and individual
consideration. FMCG industry in India is relied upon to develop at the pace of 27.9% CAGR
(Compounded Annual Growth Rate) to total to US$103.7 billion by 2020. Also, the country FMCG
market is projected to develop at a CAGR of 14.6% to arrive at US$100 billion by 2020 and US$220
billion by 2025.

Indian FMCG Market Share

2017-18
17%
Food & Beverages
Personal Care
44%
15% Household Care
Others

24%

FMCG's metropolitan fragment is required to have a consistent income development at 8% in FY19

and the rustic section is gauge to contribute 15-16 percent of all out pay in FY19.
Representing an income portion of around 45%, rustic fragment is an enormous supporter of the
general income produced by the FMCG area in India. Interest for quality goods and administrations
have been going up in rustic spaces of India, on the rear of further developed dissemination channels
of assembling and FMCG organizations. Metropolitan portion represented an income portion of 55%
in the general incomes recorded by FMCG area in India.
Developing mindfulness, simpler access, and changing ways of life are the key development drivers
for the consumer market. The attention on agribusiness, MSMEs, training, medical services,
framework and duty discount under the Union Budget 2019-20 is relied upon to straightforwardly
affect the FMCG area.
Presently India represents a portion of only 0.68% of the Global FMCG market, this offer is required
to increment altogether over the course of the following 5 years fundamentally because of the large-
scale financial components. Universally, the FMCG organizations have now moved their attention on
E-commerce because of the expanding portable web infiltration. Grounded dissemination
organizations, just as exceptional contest between the coordinated and disorderly portions are the
qualities of this area.
The FMCG market in India is expected to develop at an altogether high CAGR during the gauge time
frame and is required to cross USD100 billion imprint by 2020. FMCG in India has a solid circulation
presence across the whole worth chain. Food and refreshments area represented the biggest offer in
India's FMCG market. The changing inclinations of the vertical working-class families from the
metropolitan regions offered significance to food and refreshments area and subsequently, energized
the development over the most recent couple of years. India is the world's second biggest maker.
Future development of FMCG area in India is essentially subject to numerous market drivers.
Proceeding with up pattern in the country's economy has been boosting the per capita pay, which is
prompting developing hunger for premium items, basically in the metropolitan spaces of India.
FMCG organizations are putting resources into advancement by dispatching new items to exploit the
quickly developing retail scene and the changing buying conduct of consumers.
Development in rustic utilization has expanded and, consequently there is an expanded interest for
marked items in provincial India which has made country India a gigantic undiscovered market.
Government drives, for example, FDI, Food Security Bill, and GST are required to support the FMCG
market conclusions. Additionally, government's emphasis on provincial regions have likewise urged
numerous FMCG organizations to extend their rustic organization and increment their item
infiltration.
Development in coordinated retail and E-commerce is likewise a significant driver for the FMCG area
as the accessibility of items have gotten way simpler because of the developing coordinated retail
locations and rising web entrance. Online business sites, for example, Grofers, Flipkart, Amazon are
making the FMCG items promptly accessible to the Indian consumers.
 MARKET SCENARIO
India positions first on the planet as far as milk creation. As of now, the dairy area has an expected
consumer interest for milk and milk items at EURO 26 billion, at around 8% development per annum.
Around 35% of milk created in India has intended for preparing. The coordinated area (huge scope
dairy plants) measures around 13 million tons every year, while the disorderly area measures around
22 million tons for each annum. Furthermore, the crude milk creation, a portion of the main bi-items
made like: Infant milk food, malted food, consolidated milk and cheddar. The southern and western
areas altogether contribute for 80% of the milk created in India.
The Indian dairy industry announced market size of USD 48.5 billion in FY 2011. With the build
yearly development pace of 16% it is expected to arrive at USD 118 billion out of 2017. On the rear of
an ascent in extra cash, combined with solid interest for dairy items, the Indian dairy industry is good
to go to encounter high development rate in next 5 years.

India’s Liquid Milk Market

Size 79.015
80
(in US $ Million) 68.731
70
59.791
60
50 45.09
40 33.896
30 25.463
18.06
20 12.91
10
0
20072009201120132015201720182019

Fig: India’s Liquid Milk Market Size

The dairy business is an area with most significant level of assurance because of the monetarily weak
situation of little milk makers milk otherwise called white gold-can be utilized to make huge
assortment of top-notch items. A larger part (77%) of the milk sold in India is disorderly and as free
milk sold by milkmen. The coordinated area in fluid milk is exceptionally divided with a few local
players and co-agents. Consumers are moving from free fluid milk to marked bundled milk because of
security and quality concerns.
In the improvement of milk creation, dairy cooperatives have a significant job. Numerous little dairy
cooperatives are presently undeniable milk makers. Till about year 2000, India was not on the radar
screen of most worldwide dairy organizations, since India was neither a significant merchant nor an
exporter of dairy items. From 2000 onwards, Indian dairy items, especially milk powder, and ghee
began making their essence felt in worldwide business sectors.

Indian Dairy Market

 Organized Dairy Market
Market

Fig: Indian Dairy Market Structure

By and by, the Indian dairy area has begun as the maker possessed and expertly oversaw helpful
framework. As of March 2001, India's 96,000 nearby dairyTraditional Selfincluded in
agreeable social orders (DCS)
excess ofCooperatives
ten million ranchers 3Private Dairies in a three-layered
have coordinated Milkmen helpful design. Consumption at
However dairy
Home
helpful has found all through India, the agreeable development has been more effective in couple of
States, eminent Gujarat. Gujarat's prosperity can be ascribed to a higher pace of rancher activism and
more effective political establishment.
Throughout the long term, States have created mainstream dairy brands like Amul from Gujarat.
These brands have procured high levels of brand acknowledgment and client certainty, particularly
inside in the separate states. The Indian dairy industry faces changes from the worldwide dairy market.
The Indian dairy market had characters described by moderately significant expense in milk creation,
preparing and promoting, and somewhat low quality of milk because of unhygienic dealing with, this
might actually stop a critical danger to industry and its ranchers.
A larger part (77%) of the milk sold in India is disorderly and as free milk sold by milkmen. The
coordinated area in fluid milk is exceptionally divided with a few territorial players and co-agents.
Consumers are moving from free fluid milk to marked bundled milk because of security and quality
concerns. The coordinated fluid milk market is becoming faster than the sloppy market. Amul has a
solid presence in country just as metropolitan parts India and is right now the biggest private part in
India.

COMPETITOR ANALYSIS
Chitale:
Chitale Dairy was established by the extraordinary visionary, Late Shri Bhaskar Ganesh pseudonym
Babasaheb Chitale (B. G. Chitale). An excursion that started in 1939, in the humble community of
Bhilawadi set up for an upheaval in the country's dairy industry. The path to a milk unrest was set on
fire by Babasaheb, much before the dairy helpful development took establishes in the country. He had
solid business keenness and vision that was well forward thinking. He accepted that a genuine
transformation can possibly occur if every one of the ranchers unite to help a typical reason, of
commercializing the dairy movement into an undeniable industry.
Babasaheb's way of thinking was basic – to give the best quality milk produce at the most cutthroat
rates so as to inspire every single individual from the drawn out Chitale rancher family! His
noteworthy commitment to the dairy business acquired him the informal tag as 'the Father of India's
Dairy Industry'.
Products Major Competitors
Butter Britannia, Nestle
Cheese Britannia
 Baby Food Nestle, Heinz dairy
Whitener Segment Britannia, Nestle
Ice Cream Kwality, Havmore Vadilal
Chocolates Cadbury, Nestle
Ultra-high Treated milk Britannia, Nestle
Sweet condensed milk Nestle Cadbury
Flavoured milk Nestle
Table: Major Competitors
Katraj:
'Katraj Dairy' in the neighborhood and marked as "Katraj", a locale level co-usable association
enrolled in 1960, engaged with preparing milk and milk items. The delegates of milk creating ranchers
situated in provincial, incorporating practically the whole Pune District, deal with this association for
the milk makers for their (country India) financial development. The target of Katraj is to construct a
worth chain of ranchers to source milk at a coordinated level, fabricate items with elevated
requirements and deal these items in the cutthroat open commercial center.
The association enjoys a remarkable benefit of its essential area as it is situated in Pune city, a spot
with memorable and social significance and a significant region place in Maharashtra, India with a
sound Educational and modern foundation, situated around 180 kilometers from Mumbai (the
monetary capital of India)
Gokul:
Kolhapur Zilla Sahakari Dudh Utpadak Sangh Ltd. notable with its famous image 'Gokul' is an
Operation Flood agreeable dairy project set up on 16thMarch 1963.
The Gokul Dudh Sangh Products are marked as Gokul Products, they incorporate Milk, Shrikhand,
Ghee, Table Butter, and Skimmed Milk Powder and Desi Butter.

PRODUCT STUDIED
1. Amul Cow Milk

Fig: Amul Cow Milk

Description Pasteurized cow milk.
Amul milk meets the FSSAI standards for the respective type of milk.

Composition FAT (%) 4.5 min

 SNF (%) 9.0 min
Packing Polypack 500 ml, 1000 ml, 6 Litre.
Shelf Life 48 hours from the date of packing if kept under refrigeration below 8℃
Storage Condition Under refrigeration below 8℃
Product Features Amul milk is the most hygienic liquid milk available in the market.
It is pasteurized in state-of-the-art processing plant and pouch packs to
make it convenient available to the consumers.

Product application Direct consumption, Making of Tea or Coffee, Sweets, Khoa, Curd,
Buttermilk, Ghee
Table: Amul Cow Milk
2. Amul Gold

Fig: Amul Gold

Description Pasteurized cow milk.
Amul milk meets the PFA standards for the respective type of milk.
Composition FAT (%) 6.5 min
SNF (%) 9.0 min
Packing Polypack 500 ml, 1000 ml, 2 Litre, 6 Litre
Shelf Life 48 hours from the date of packing if kept under refrigeration below 8℃
Storage Condition Under refrigeration below 8℃
Product Features Amul milk is the most hygienic liquid milk available in the market.
It is pasteurized in state of the art processing plant and pouch packs to make
it convenient available to the consumers.

Product application Direct consumption, Making of Tea or Coffee, Sweets, Khoa, Curd,
Buttermilk, Ghee
Table: Amul Gold
3. Amul Taaza
Fig: Amul Taaza
Description Pasteurized cow milk.
Amul milk meets the PFA standards for the respective type of milk.
Composition FAT (%) 3.5 min
SNF (%) 8.55 min
Packing Polypack 500 ml, 1000 ml, 2 Litre, 6 Litre
Shelf Life 48 hours from the date of packing if kept under refrigeration below 8℃
Storage Condition Under refrigeration below 8℃
Product Features Amul milk is the most hygienic liquid milk available in the market.
It is pasteurized in state of the art processing plant and pouch packs to make
it convenient available to the consumers.

Product application Direct consumption, Making of Tea or Coffee, Sweets, Khoa, Curd,
Buttermilk, Ghee
Table: Amul Taaza
4. Amul Slim Trim

Fig: Amul Slim Trim

Description Pasteurized cow milk.
Amul milk meets the PFA standards for the respective type of milk.
Composition FAT (%) 6.5 min
SNF (%) 9.0 min
Packing Polypack 200 ml, 500 ml, 1000 ml, 6 Litre
Shelf Life 48 hours from the date of packing if kept under refrigeration below 8℃
Storage Condition Under refrigeration below 8℃
Product Features Amul milk is the most hygienic liquid milk available in the market.
It is pasteurized in state of the art processing plant and pouch packs to make
it convenient available to the consumers.

Product application Direct consumption, Making of Tea or Coffee, Sweets, Khoa, Curd,
Buttermilk, Ghee
Table: Amul Slim Trim
 5. Amul Pouch Butter Milk

Fig: Amul Pouch Butter Milk

Description Pasteurized Buttermilk meets the PFA standard.
Composition FAT (%) 1.5 min
SNF (%) 5.5 min
Packing Polypack 450 ml
Shelf Life 48 hours from the date of packing if kept under refrigeration below 8℃
Storage Condition Under refrigeration below 8℃
Product Features It is produced in very hygienic and clean atmosphere.
Scientific bacterial culture in Amul butter milk improve digestion.
It is conventionally packed in pouches and easily available at Amul milk
outlets.
Product application In place of Tea Amul butter milk will improve the digestive function.
Replace your soup with apple buttermilk, it will give dieting benefits.
Just give “Tadka” to Amul buttermilk and use it as your dal.

Table: Amul Pouch Butter Milk

6. Amul Dahi

Fig Amul Dahi

Description Curd made from Pasteurized Toned milk.

Packing Polypack 200 gm, 400 gm, 1Kg, 5Kg

Cup 200 gm, 400 gm, 1Kg
Shelf Life Poly Pack 7 Days from the date of packing.
Cup 15 Days from the date of packing.
Storage Condition Under refrigeration below 8℃
 Product Features Dahi is pasteurized product prepared with selected culture having through
health bacteria.
Dahi plays a key role in Indian diet and in preparation of delicious dishes.
Dahi is well known for its nutritive value.
Product application Direct consumption, Making of Lassi, Dahi Vada, Dahi Raita, Dahi Rice,
dahi Idli, Kadhi, and Mughlai food.
To marinate veg and non veg dishes.

Table: Amul Dahi

COMPANY PROFILE
Amul is an Indian cooperative dairy company, based at Anand in the state of Gujarat.
Formed in 1956, it is a cooperative brand managed by a cooperative body, the Gujarat Co-operative
Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by 3.6 million milk
producers in Gujarat.
Vision
Amul’s vision is to provide more and more satisfaction to the farmers, employees and distributers
Mission
We at GCMMF (Gujarat Co-operative Milk Marketing Federation) endeavor to satisfy the taste and
nutritional requirements of the customers of the world, through excellence in marketing by our
committed team. Through co-operative networking, we are committed to offering quality products that
provide best value for money.
Gujarat Cooperative Milk Marketing Federation (GCMMF)
GCMMF, is India's largest food product marketing organization with annual turnover (2018-19)
Rupees 33150 Cr. Its daily milk procurement is approx. 23 million lit per day from 18,700 village
milk cooperative societies, 18 member unions covering 33 districts, and 3.6 million milk producer
members.

SALES TURNOVER IN (CRORES) 3315

3000
35000 2704 0
0 22972 3 29225
1814 20733
2500 13735 3
0 800 977 11668
5 4
2000
0
1500
0 Year
1000 s
Fig Sales turnover in Crores
0
It is the Apex association
5000 of the Dairy Cooperatives of Gujarat, prominently known as 'AMUL', which
intends to give gainful
0 re-visitations of the ranchers and furthermore serve the premium of consumers
by giving quality items which are acceptable incentive for cash. Its prosperity has not exclusively been
copied in India however fills in as a model for rest of the World. It is elite showcasing association of
'Amul' and 'Sagar' marked items. It works through 61 Sales Offices and has a vendor organization of
10000 sellers and 10 lakh retailers, one of the biggest such organizations in India. Its item range
involves milk, milk powder, wellbeing drinks, ghee, spread, cheddar, Pizza cheddar, Ice-cream,
Paneer, chocolates, and conventional Indian desserts, and so on
GCMMF is India's biggest exporter of Dairy Products. It has been concurred a "Exchanging House
"status. A significant number of our items are accessible in USA, Gulf Countries, Singapore, The
Philippines, Japan, China and Australia. GCMMF has gotten the APEDA Award from Government of
India for Excellence in Dairy Product Exports throughout the previous 16 years. For the year 2009-10,
GCMMF has been granted "Brilliant Trophy" for its extraordinary fare execution and commitment in
dairy items area by APEDA. In 2013-14, GCMMF took monster walks in extending its essence in
International business sectors. Amul's essence on Global Dairy Trade (GDT) stage in which just the
best six dairy players of the world sell their items, has procured regard and acknowledgment across
the world. By selling milk powders on GDT, GCMMF couldn't just acknowledge better costs
according to showcase interest yet it additionally immovably settled Amul in the group of top dairy
major parts in world exchange.
GCMMF is the solitary Indian association to win highest International Dairy Federation Marketing
Award for probiotic frozen yogurt dispatch in 2007. For the advancements, GCMMF has gotten
AIMA-RK Swami High Performance brand grant 2013 and CNN-IBN Innovating for better tomorrow
grant in 2014. World Dairy Innovation Awards-2014 for Best Marketing Campaign - "Eat Milk with
Every Meal". For the tree ranch action GCMMF has gotten seven continuous Good Green Governance
grant from Srishti during 2007 to 2013.
The Amul brand isn't just an item, yet in addition a development. It is in one manner, the portrayal of
the monetary opportunity of ranchers. It has given ranchers the mental fortitude to dream. To trust. To
live.
GCMMF - An Overview
Year of Establishment 1973

Members 18 District Cooperative Milk Producers' Unions

 No. of Producer Members 3.6 Million

No. of Village Societies 18,554

Total Milk handling capacity per day 35 Million liters per day

Milk collection (Daily Average 2018-19) 23 million liters

Cattle feed manufacturing Capacity 9200 Mts. per day

Sales Turnover -(2018-19) Rs. 33150 Crores (US $ 4.8 Billion)

Table: GCMMF overview
GCMM Member Unions
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
10. Rajkot District Cooperative Milk Producers' Union Ltd., Rajkot
11. Gandhinagar District Cooperative Milk Producers'Union Ltd., Gandhinagar
12. Surendranagar District Cooperative Milk Producers' Union Ltd., Surendranagar
13. Amreli District Cooperative Milk Producers Union Ltd., Amreli
14. Bhavnagar District Cooperative Milk Producers Union Ltd., Bhavnagar 16. Kutch District
Cooperative Milk Producers' Union Ltd., Anjar
15. Junagadh District Cooperative Milk Producers' Union Limited, Junagadh
16. Porbandar District Cooperative Milk Producer’s union Limited, Porbandar.
HISTORY
The brand name Amul means “AMULYA”. This word derived from the Sanskrit word “AMULYA”
which means “PRICELESS”. A quality control expert in Anand had suggested the brand name
“AMUL”. Amul products have been in use in millions of homes since 1946. Today Amul is a symbol
of many things like of the 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'
organization. And have a proven model for dairy development known as “ANAND PATTERN”.
 It all began when milk became a symbol of protest.
 Founded in 1946 to stop the exploitation by middlemen.
 Inspired by the freedom movement.
The seeds of this unusual saga version more than 73 years, a small town in the state of Gujarat in
western India. The explorative trade practices followed by the local trade cartel triggered of the
cooperative movement. Angered by unfair and manipulate practices followed by the trade, the farmers
of the district approached the great Indian patriot Sardar Vallabhbhai Patel for a solution. He advised
them to get rid of middleman and form their own co-operative, which have procurement, processing
and marketing under their control.
In 1946, the former of this area went on a milk strike refusing to be cowed down by cartel. Under the
inspiration of Sardar Patel and the guidance of the leaders like Morarji Desai and Tribhuvandas Patel,
they formed on cooperative in 1946.
This cooperative, the Kaira District Co-operative Milk Producers Union Limited began with just two
village dairy cooperative societies and 247 liters 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 committed professionalism of Dr Verghese Kurien, who was entrusted the task
of running the dairy from 1950.
Then Prime Minister of India, Lal Bahadur Shastri visited 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 representative managed
the village society and district union, they employed professionals to operate the dairy and manage its
business. Most importantly, the co-operative very sensitive to the needs of farmers and responsive to
their demands.
The Kaira district milk producers established first milk union in ANAND and was registered formally
on 14th December 1946. Since farmers sold all the milk in Anand through a co- operative union, it
was commonly resolved to sell the milk under the brand name AMUL. In the year 1955 AMUL was
established. This union selected the brand name AMUL in 1955.
At this instance in 1965 the National Dairy Development board was set up with the basic objective of
duplicating the Amul model. Dr Kurien was chosen to lead the institution as its Chairman and asked to
replicate this model throughout the country.

BUSINESS MODEL
The AMUL Model: The Amul Model of dairy improvement is a three-layered construction with the
dairy helpful social orders at the town level united under a milk association at the region level and an
alliance of part associations at the state level.
Foundation of an immediate linkage between milk makers and consumers by wiping out mediators
Milk Producers (ranchers) control acquirement, preparing and showcasing Proficient administration

Fig: The Amul Model

The Amul model has assisted India with arising as the biggest milk maker on the planet. In excess of
16 million milk makers pour their milk in 185903 dairy helpful social orders the nation over.
Their milk is prepared in 218 District Co-employable Unions and advertised by 28 State Marketing
Federations, guaranteeing a superior life for millions.
Fig: The Amul Model
 DEPARTMENT PROFILE

A sales office is the immediate connection between an organization's item or

administration and its clients. Be that as it may, a very much prepared sales office
accomplishes more than making sales. The principal duty of a sales office is typically
looking for and distinguishing imminent customers. The following obligation of the
sales office is connecting with those expected customers and connecting, which is the
point at which the relationship-building starts decisively.
The division of work for the venture was sales and the designated work area was Pimpri
Chinchwad in Pune. Throughout the late spring entry level position, I took help and
backing from the sales group and advertising group of Amul to get vital data and
information identified with the venture.
 Research Problem

Amul has always been a big player in the FMCG industry. The competitors are giving a
tough competition to the brand. To know the current situation in the market and the
factors affecting the satisfaction of selling and dealing with Amul this project is done.
As a brand it is important to study the factors that are crucial to bind the channel partner
together and keep improving where they are lacking. By correcting the factors and
satisfying the channel partners the business will not only run smoothly but will be
profitable too.
The communication gap between the channel partners is the major reason for the
channel conflicts and the transparency is needed. The ease of communication is the key
to every good business and the shift to latest technologies is must.
To observe these points the project was carried out and analysed.
 OBJECTIVES
Primary Objectives
 To study the retailer’s satisfaction level towards Amul Products.
 To study distribution network of Amul product and to identify problems faced by retailers.
Secondary Objectives
 To know the factors that affect the satisfaction level of retailers towards Amul product.
 To increase the awareness of Amul product amongst retailers in Pimpri-Chinchwad area.

Hypothesis
H0: There is no corelation of salesman visit regularly to retailer satisfaction towards Amul.
H1: There is a corelation of salesman visit regularly to retailer satisfaction towards Amul.

H0: There is no corelation of behaviour of distributor to retailer satisfaction towards Amul.

H2: There is a corelation of behaviour of distributor to retailer satisfaction towards Amul.

H0: There is no corelation of quality of service of distributor to retailer satisfaction towards Amul.
H3: There is a corelation of service of distributor to retailer satisfaction towards Amul.

H0: There is no corelation of regular supply to retailer satisfaction.

H4: There is a corelation of regular supply to retailer satisfaction.
 LITERATURE REVIEW
Nazlin Imram, (1999) studied "The job of obvious signs in consumer discernment and
acknowledgment of a food item". The investigation inferred that surface and flavor have since a long
time ago been known to apply an impact on consumer discernment. Nonetheless, the "primary taste is
quite often with the eye". This is particularly the situation where a food item is sold through its
appearance, instead of through its bundling. Also, appearance can have a radiance impact which alters
resulting flavor insight and food worthiness.
Nargunde A. Satish (2013) featured the job of dairy industry in elevating the more vulnerable
segments of the general public viz. little landholders, landless workers and ladies. It is assessed that up
to 60-65 percent of the pay of this gathering (minor and limited scope ranchers) presently comes from
dairying. Studies have shown that dairying in rustic regions outperformed crop creation as far as
benefit in negligible, little and medium measured property. For limited scope ranchers with watered
land, dairying and yield creation together, were more productive than crop cultivating alone. Over the
period, dairying has additionally gained the forms of a completely fledged industry in the nation and
has emphatically worked on the existence of those occupied with this business, straightforwardly or by
implication, bringing critical financial changes.
Dakurah A. Henry (2005) considered the mentality towards, and fulfillment of inhabitants of Alberta
to their cooperatives. Consequences of the examination additionally show a populace that has an
overall inspirational perspective towards and is happy with their cooperatives as is reflected in
surveying the presentation of their cooperatives as great. Further investigation utilizing the hypothesis
of arranged IBWL 2020: Needs and Strategies-a Management Perspective conduct show that
respondents' disposition towards their cooperatives is the absolute generally significant and critical
indicator of their patronization conduct.
Rathod Prakash Kumar (2012) led research in Western Maharashtra locale to know the impression of
ranchers towards animals promoting administrations conveyed by dairy cooperatives with respect to
opportune accessibility, sum paid and fulfillment level of the ranchers towards the administrations.
The ranchers saw that they were profited by promoting administrations of the dairy helpful by and
large concerning credit offices, getting more pay and admittance to showcase offices. The
investigation inferred that Gokul Dairy Cooperative gave different animals showcasing
administrations to the ranchers generally on schedule at free or ostensible rates. There is a dire need to
refine the nature of advertising administrations so ranchers would be more substance and happy with
the administrations of dairy cooperatives.
Ashok, D. (2012) illuminates the utilization design and the purposes for low affectability of bundled
dairy items. It uncovers data concerning consumers' inclinations and information on preparing
natural/dairy items. It likewise distinguishes those consumers who are destined to get handled
natural/dairy items.
Ramanjaneyalu. N (2012) considered consumers' conduct and vendors' discernment towards Nandini
brand in contrast and other contenders' brands. To dominate in the exceptionally aggressive business
the organization needs to advance their creation, advertising and evaluating procedures successfully.
For doing this an unmistakable insight about consumer inclination with respect to item and
administration quality and value is of most extreme significance.
 Research Methodology
Arrangement of the technique of research is known as the Research Methodology. A Research
Methodology is the game plan of conditions for the assortment and investigation of information in
way that intends to join pertinence to the research reason with economy in system.
It is a calculated technique inside which a research is led. Research Methodology is the base on which
the Researcher continues towards the investigation of the issue subsequent to defining the hands-on
work.
It is the way toward settling on choices before the circumstance emerges in which the choice must be
completed. In straightforward words, Research Methodology is a game plan, an arrangement of
gathering and investigating information in a financial, effective and significant way.
The reason for Research Methodology is either to test the productivity of information or state about
the circumstances and logical results relationship to the given circumstance. Follow a legitimate and
successive strategy to do research. The venture distributed to me has a ton of review work, so it was
exceptionally vital for discover and choose in which way research ought to be finished. Assuming the
statistical surveying isn't done efficiently, the goal said above can't be accomplished.
Type of Research: Descriptive Research
Descriptive research attempts to describe systematically a situation, problem, service, provide
information for describe attitude towards an issue.
The conceptual structure within which this research is conducted is descriptive in nature has brings
forward the results concerning the set objective, true facts, findings, and enquiries.
Determine the Scope of Data Primary Data:
The primary data is the first-hand data which is freshly collected by the researcher. There is no source
from which a primary data can be collected. For the collection of primary data, I have used a
questionnaire which consists of various research questions.
Secondary Data:
These are generally published sources, which have been collected originally for some other purpose.
Source are internal company records, government publication, reports, etc. The secondary data was
collected from the company, company website and other online sources.
Sampling Techniques
Sampling design is a definite plan of obtaining some items from the whole population, I have taken a
random sample from total public market who a Retailers of milk. I have chosen the areas of Pimpri-
Chinchwad to run a survey on AMUL milk users.
Sampling Technique: convenient sampling technique.
Sample unit: Retail store like supermarket, bakery, milk center and sweet home Sample size 403
respondents
Method: Direct interview through questionnaire and observation.
Area of survey: Pimpri-Chinchwad,
 Questionnaires and Interview Method
The primary data has been collected through the questionnaire method. A structured
questionnaire based on various closed ended questions were asked to the respondents
Main Points of Research Methodology
Research type: Descriptive research
Sample method: Simple random sampling
Sampling area: PCMC region, Pune
Data source: Primary and secondary data
Sample size: 403 retailers
Primary tool: questionnaire and interview
Type of questionnaires: Structured questionnaires with closed ended questionnaire as
well as open ended discussions.
 DATA ANALYSIS AND INTERPRETATION
Satisfaction of retailers

Correlations
Does the
Salesman visit
regularly? Satisfaction
Does the Salesman visit Pearson Correlation 1 .695**
regularly? Sig. (2-tailed) .000
N 362 361
Satisfaction Pearson Correlation .695** 1
Sig. (2-tailed) .000
N 361 361
**. Correlation is significant at the 0.01 level (2-tailed).
There is a positive corelation of salesman visit regularly and satisfaction of retailer as the r value is
0.695 and the value of p is 0.000.
So, we would accept the alternate hypothesis.

Correlations
Is the
Supply/deliveries
regular? Satisfaction
Is the Supply/deliveries Pearson Correlation 1 .704**
regular? Sig. (2-tailed) .000
N 362 361
Satisfaction Pearson Correlation .704 **
1
Sig. (2-tailed) .000
N 361 361
**. Correlation is significant at the 0.01 level (2-tailed).
There is a positive corelation of Supply regularly and satisfaction of retailer as the r value is 0.704 and
the value of p is 0.000.
So, we would accept the alternate hypothesis.

Correlations
How is the
service by
distributor? Satisfaction
How is the service by Pearson Correlation 1 .947**
distributor? Sig. (2-tailed) .000
N 362 361
Satisfaction Pearson Correlation .947** 1
Sig. (2-tailed) .000
N 361 361
**. Correlation is significant at the 0.01 level (2-tailed).
There is a positive corelation of service of distributor and satisfaction of retailer as the r value is 0.947
and the value of p is 0.000.

So, we would accept the alternate hypothesis.

Correlations
How is the
behaviour of
Satisfaction distributor?
Satisfaction Pearson Correlation 1 .929**
Sig. (2-tailed) .000
N 361 361
How is the behaviour of Pearson Correlation .929** 1
distributor? Sig. (2-tailed) .000
N 361 362
**. Correlation is significant at the 0.01 level (2-tailed).
There is a positive corelation of behaviour of distributor and satisfaction of retailer as the r value is
0.929 and the value of p is 0.000.

So, we would accept the alternate hypothesis.

Another task was to see the shift of retailers towards new technology for transparency for those 208
retailers were visited by us and following are the results.
Out of the 110 retailers who installed the app the KYC rate is shown below

BCG Matrix Analysis

The BCG Growth-Share Matrix is a portfolio planning model. It is based on the observation that a
company's business units can be classified into four categories based on combinations of market
growth and market share relative to the largest competitor, hence the name "growth-share". Market
growth serves as a proxy for industry attractiveness, and relative market share serves as a proxy for
competitive advantage. The growth-share matrix thus maps the business unit positions within these
two important determinants of profitability.
BCG GROWTH-SHARE MATRIX
This structure accepts that an increment in relative portion of the overall industry will bring about an
expansion in the age of money. This supposition regularly is genuine due to the experience bend;
expanded relative portion of the overall industry suggests that the firm is pushing ahead on the
experience bend comparative with its rivals, hence fostering an expense advantage. A subsequent
supposition that will be that a developing business sector requires interest in resources for increment
limit and thusly brings about the utilization of money. Hence the situation of a business on the growth-
share matrix gives a sign of its money age and its money utilization. It is seen that the money needed
by quickly developing specialty units could be gotten from the association's other specialty units that
were at a more adult stage and producing huge money. By contributing to turn into the portion of the
overall industry pioneer in a quickly developing business sector, the specialty unit could move along
the experience bend and foster an expense advantage. From this thinking, the BCG Growth-Share
Matrix was conceived. Here, we will think about the results of GCMMF (Amul India). The items to be
put in the BCG matrix for the investigation are, Amul Butter, Amul Ice – cream, Amul Kool and
Amul Chocolates.
THE FOUR CATEGORIES ARE:
Question marks
Question marks are developing quickly and in this manner burn-through a lot of money, but since they
have low pieces of the pie, they don't produce a lot of 31 money. The outcome is a huge net money
utilization. A question mark (otherwise called a "issue kid") can possibly acquire piece of the pie and
become a star, and in the end a treasure trove when the market growth eases back. On the off chance
that the question mark doesn't prevail with regards to turning into the market chief, after maybe long
periods of money utilization it will deteriorate into a canine when the market growth decreases.
Question marks should be breaking down cautiously to decide if they merit the speculation needed to
develop portion of the overall industry. For Amul brand, Amul Kool and Amul Chocolates are an
ideal illustration of a Question mark item or an issue youngster. Question marks business are stand by
and watch business. Amul Kool and the chocolates. Are organizations the organization entered in light
of the fact that it felt that both these item classes have high growth potential.
Stars
Stars produce a lot of money in view of their solid relative piece of the pie, yet in addition devour a lot
of money due to their high growth rate; in this way, the money toward every path roughly nets out. In
the event that a star can keep up with its enormous portion of the overall industry, it will end up being
a gold mine when the market growth rate decays. The arrangement of an enhanced organization
consistently ought to have stars that will turn into the following treasure troves and guarantee future
money age. Amul Ice – cream, is a star producing immense measures of money for the organization.
No questions it requests immense number of speculations also and yet has huge growth rate. It has still
kept up with its enormous portion of the overall industry in contest with other huge brands like,
Kwality Walls Ice – cream and Dullops and so forth It has procured extremely significant yields
contrasted with its ventures and keeps on being so. The organization desires to cash on this item in
future.
Cash cows
As pioneers in a develop market, cash cows show a profit from resources that is more prominent than
the market growth rate, and in this way produce more cash than they burn-through. Such specialty
units ought to be "drained", extricating the benefits and putting away as little cash as could be
expected. Cash cows give the cash needed to transform question marks 32 into market pioneers, to
take care of the authoritative expenses of the organization, to finance innovative work, to service the
corporate obligation, and to deliver profits to shareholders. Since the cash cow produces a generally
steady cash stream, its worth can be resolved with sensible precision by computing the current worth
of its cash stream utilizing a limited cash stream investigation. Amul Butter is one of the incredible
items in the item profile of the organization. It is principally their best item with barely any rivals on
the lookout. The valuing of this item is totally vital in order to stay away from additional contenders
from entering this fragment of the item buyers. The ads and announcements of this item is significant
supporter of the deals. It is the most established on the lookout subsequently still partakes in the First
Mover Advantage, according to the law of promoting. This item has been an intensive cash cow from
the start since it gave colossal gets back with most minimal ventures which made it simple for the
organization to furrow those benefits for different items, i.e. the Question Mark and the Star sections.
Dogs
Dogs have low portion of the overall industry and a low growth rate and subsequently neither create
nor burn-through a lot of cash. In any case, dogs are cash traps due to the cash restricted in a business
that has minimal potential. Such organizations are possibility for divestiture. The tragic item for any
organization is the point at which it enters the Dog portion. The most fruitless item for the
organization has been Amul – Ready to eat Pizza. The organization needed to cancel the item from its
rundown of items. Despite all the showcasing techniques the organization embraced to make this item
a triumph it ends up being pointless. Some way or another, the organization couldn't prompt prepared
– to-eat pizza in the personalities of the purchasers. With extreme contenders like, Pizza Hut and
Domino's Pizza it was insightful for them to pull out the item from the market to keep away from
additional misfortunes for the organization
SWOT Analysis of the Industry
Strength Weakness

Largest milk producer in the world Poor feeding practices

A huge base of around 14 million Poor access to institutional credit

farmers Traditional emphasis on Lack of cold storage facilities

consumption
Low margin for retailers
well established brand in dairy products
Opportunity Threat
Elastic demand; economic growth will spur Nearly 60 per cent of the Indian dairy
demand industry is still unorganized which caters
nearly 46 % of Indian dairy industry.
Increasing preference for branded dairy
products Removal of import duty has led to the threat
of dumping
Growing focus on health and nutrients in
urban market
 FINDINGS
 Retailers are less intrigued to deal Amul items in view of low productive edge and no
substitution strategy while different brands giving high edge just as work with the retailers
with ideal substitution.
 It has been tracked down that the brand inclination for the retailers is relying on the edge given
by the organization to them, high edge implies popularity from the retailer's side.
 Also, a decent plan or offer, bundling and accessibility impact the retailers to deal the item.
 Amul has an extremely powerful dispersion channel however because of popularity and less
inventory retailers consistently dealing with the issue of inaccessibility of stock.
 Amul is as yet the market chief at the individual region due to popularity from the end clients
because of brand name. Additionally, Amul gives great quality items in low cost when
contrasted with different brands.
 For dairy items retailers should have storage space so on the off chance that Amul concoct any
plan on ice chests, retailers will decide to deal Amul.
 Promotional exercises are exceptionally useful to enter the market since it makes attention to
the clients and the interest for the item increments. The current retailers of Amul have
encountered the increment popular and more deals through their stores after the limited time
missions of Amul.
 It has been seen that retailers dealing with issue with pocket bundling for the most part spillage
while taking care of so they incline toward hard bundling, for example, tetra pack or cup
particularly for Amul (curd and buttermilk) items since they don't give any substitution.
 RECOMMENDATIONS AND SUGGESTIONS
 There is need to make a typical stage for every one of the retailers so that their gripes
ought to be settled.
 Provide great plans and offer to the retailer. Some investigation ought to be follow to
check the plan get being conveyed appropriately by merchants or salesman.
 250 ml milk pocket should make accessible to retailers for selling, since lower pay
family has aim to purchase little pocket milk.
 Supply ought to be standard to every one of the power source remembering those that
lie for the pocket streets and not simply in the power source which lie on the
effectively available courses.
 Company should deal with retailers by taking care of their issues and should get back
to or opportune visit ought to be given to retail outlets by designating separate
organization agent.
 It has been discovered that there is no mindfulness among the retailers in regards to
the recently dispatched results of Amul, for example, pocket dahi and its variations.
So it is prudent to the organization to direct different mindfulness programs like
appropriating of handouts outside the retail shops and greater commercial through the
media.
 Give the credit buy office to their customary retailers.
 As fast as conceivable attempt to settle the different cases and issues of the retailers.
 LIMITATIONS OF THE STUDY
 The survey is limited only for region of Pune
 Time period of the project was 8 weeks, which may not be enough to understand the
whole market.
 Data analysis is done on the responses given by respondents.
 Present study is carried pout in 2 months (from 5-05-2021 to 10-07-2019).
 CONCLUSION

The Milk items market has arrived at development stage in Pune enormous no.
of contenders having an assortment of item range has entered the market,
consequently there is one way for Amul to support their milk business in the
market by conveying remarkable fulfillment to their retailers, with the goal that
they can check out selling of Amul milk and different items.
 Retailer dependability or uncommon program ought to be acquainted for
retailers with increment the infiltration in market.
 Availability and edge is not many of the significant justification
disappointment of retailers.
 Leakage of pressing is likewise one of the significant issue looked by
retailers, for which there is right now no consideration is paid.
 References
BOOKS:
Marketing Management (14th Edition) - Philip kotler, Kevin Lane Keller, AbrahamKoshy
and Mithileshwar Jha
WEBSITES:
Amul growth rate:- http://www.amul.com/files/pdf/GCMMF-Sales-Turnover-crossed-Rs-
23,000-crores-Mark-English-01-04-2016.pdf

About AMUL brand: - http://www.amul.com/m/brands

Organisation: - http://www.amul.com/m/organisation

Research: - http://www.marketresearch.com/search/results.asp?query=amul

Research methodology: http://www.newagepublishers.com/samplechapter/000896.pdf

News feed:- http://timesofindia.indiatimes.com/city/vadodara/Amul-brand-is-now-worth-5-

billion/articleshow/52804279.cms (26 June, 2019 12:28 PM)

Industry https://www.google.co.in/url?
sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&uact=8
&ved=0ahUKEwjP7OT1n97NAhUFF5QKHXQUBUQQFggmMAA&url=http%3A%2F%2
Fwww.imarcgroup.com%2Fdairy-industry-in-
india&usg=AFQjCNEEo1JOLukfm9Ysu54oOVPdbZj46g&sig2=j6UOiVAg0mXhEnmawoi
byw