Summer Training Report

On
“To identify demand estimation of ‘Amul bread’ in local
retail market Lucknow”

Submitted in Fulfilment of the requirements for the Summer Internship.

From 02\06\2025 to 15\07\2025

UNDER GUIDANCE OF-

Tanmay Gopal (Area Sales Manager) PRESENTED BY-

Ashish Kumar (Territory Sales Incharge) Priyanshu Tiwari

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Faculty of Management Studies
University of Lucknow MBA (Batch 2024-2026)

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 DECLARATION

I hereby declare that the project entitled, “To identify demand

estimation of ‘Amul bread’ in local retail market Lucknow” is my
original work under the guidance of DR. RAM SINGH (Associate Professor)
towards partial fulfilment of the requirements of the MBA course. I have
utilized the requisite concepts and applied the required methodologies to
analyse the primary data collected to reach the conclusion present in the
report.

I claim the report to be my indigenous work and have not been

presented anywise for any purpose.

Priyanshu Tiwari
MBA 3rd Semester
University Of Lucknow

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 ACKNOWLEDGEMENT

My summer internship with AMUL India Pvt. Ltd. has provided with immense
industry experience and my interaction with various professionals, who guided me
throughout the tenure of my project, has aided me with numerous insights about the
field of Sales, advertisements and Marketing. I express my regards to all the
individuals who helped and supported me during the two months of my internship
with AMUL India.

I am immensely grateful to PROF. SANGEETA SAHU (HEAD OF

DEPARTMENT) for providing me this opportunity to prove my skills and shoulder
the responsibilities through this survey project. I am immensely grateful to my
mentor DR. RAM SINGH, A S S O C I A T E PROFESSOR (University Of
Lucknow).
For continuous support and guidance while pursuing the project and for providing me
valuable time to structure the report. Without his help and valuable inputs and
guidelines, the completion of this project would not have been possible.

This report would have been incomplete without the help and support of my Area
sales Manager MR. Tanmay Gopal and Ashish Kumar (Territory Sales
Incharge), for providing me with the opportunity to work with his team.

I express my gratitude to AMUL India for providing me with this opportunity of

working on such a crucial project that enhanced my knowledge and experience.

PRIYANSHU TIWARI (MBA, BATCH- 2024-26)

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 CONTENTS

CHAPTERS: PAGE NO:

Section-A
1. Introduction
A. Industry Overview 5-8
B. Company Overview 9-20
2. Experiential learning

Section-B
1. Introduction of project
2. Literature Overview

3. Research Methodology

4. Data Analysis, Result & Interpretation

5. Conclusion

6. Recommendations

Appendix

Bibliography

Annexure

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List of Figures Page no.

1.

2.

3.

4.

5.

6.

7.

8.

9.

10.

11.

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List of Tables Page no.

1.

2.

3.

4.

5.

6.

7.

8.

9.

10.

11.

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 INTRODUCTION

Industry Overview: Brief profile of all the major companies within the industry:
Amul Industries Pvt Ltd

Amul Industries Pvt Ltd was founded in the year 1946. Its headquarter is located in Anand,
Gujarat India. It is one of the top dairy companies in India. It is offering a product range includes
milk, paneer, butter, cheese, ghee, ice-cream, chocolate, milk powders, breads, etc. The leading
dairy company is managed by the co-operative body, the Gujarat Co-operative Milk Marketing
Federation Ltd (GCMMF). It is one of the leading Dairy FMCG brands in India.
Andhra Pradesh Dairy Development Cooperative Federation Limited
Andhra Pradesh Dairy Development Cooperative Federation Ltd is one of the leading dairy
companies in India. It is offering a wide range of products prepared from milk. Its product
range includes curd, butter milk, ghee, paneer, doodh peda, and butter. The leading dairy
company is also growing product range to meet the changing customer needs. It has the
huge share in the daily use of dairy products.
Karnataka Co-operative Milk Federation
Karnataka Co-operative Milk Federation is one of the top dairy companies in India. It is
offering a range of products like paneer, curds, pedha, milk. The entire system works
through the chain of farmers. The company has reached into even rural areas of Karnataka.
It is known for its quality products that it distributes into even remote areas.
Nandini Milk: From 1974 Inception to rs 14,018 Crore Turnover in 2023. Karnataka Milk
Federation's Nandini is not just a brand; it's a legacy. Born as Karnataka Dairy Development
Corporation (KDDC) in 1974, it began its journey with the support of the World Bank. Fast
forward a decade, and KDDC transformed into Karnataka Milk Federation (KMF). From a
humble turnover of Rs 8.82 crore in 1976-77, 2022-23 witnessed a jaw-dropping figure of Rs
14,018 crore. Today, with a net worth nearing Rs 21,000 crore, Nandini stands tall as the
country's second-largest cooperative.

Kwality Ltd
The company was started in the year 1992 as Kwality Dairy. It is one of top private sector
dairy companies in India. It is offering a range of innovative products and currently enjoy the
huge presence in Northern India. It has the manufacturing unit in leading Indian states. It is
committed to fulfilling all quality standards. It is one of the top companies in the
Institutional segment.

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Mehsana District Co-operative Milk Producers Union Ltd (Dudhsagar Dairy)
The company was founded in the year 1963. Its headquarter is located in 1963. It is one of
the top dairies in Asia. It is the member of state level Gujarat Co-operative Milk Marketing
Federation.
Mother Dairy Fruit & Vegetable Pvt Ltd
Mother Dairy is a famous dairy company that was founded in the year 1974. It is an Indian
company that produces and sells milk, milk products, and other edible products. Mother
Dairy is a subsidiary of the National Dairy Development Board (NDDB). This brand has seen
to establish itself as a noteworthy occurrence in the market of Indian dairy.

The brand is quite popular in Delhi and NCR region. The main strength of this company is its
existence in many sectors. It deals with milk and milk products which include ice cream,
ghee, paneer and other dairy products. Over the years since its production, this brand has
established a high trust among customers.

The customers are satisfied with their products and the company mainly focuses on the
sentiments and demands of Indian customers. Due to their various products in this brand,
Mother Dairy is considered one of the top Amul competitors.

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Tamilnadu Co-operative Milk Producers Federation Ltd
It is one of the top dairy companies in India, currently located in Tamil Nadu.
The Kerala Cooperative Milk Marketing Federation Ltd (Milma)
The company was founded in the year 1980. It is headquartered in Thiruvananthapuram.
The company product range includes milk products and cattle feeds.
The Orissa State Cooperative Milk Producers Federation Ltd
The Orissa State Cooperative Milk Producers Federation Ltd was founded in the year
1985. Company’s product range includes milk & milk products, horticulture products,
kandhamal organic products, cattle feed. Its headquarter is located in Bhubaneswar, Orissa.

Nestle

IT is a popular food processing company that is headquartered in Switzerland. It is a great

food processing company in the world. The several products of Nestle are bottled water,
baby food, medical food, breakfast cereals, coffee, tea, ice cream, dairy products,
confectionery, frozen food, snacks, and pet foods. The company has about 447 factories
which are operated in about 196 countries having approximately 339,000 employees.

Nestle is focused on improving the quality of food by providing various factors like wellness,
health, and nutrition in their food products. They provide the healthy and great taste that
caters to all the stages of a consumer’s life and at all time of the day. The company has been
continually in various research for giving innovative food and beverages. Due to their well-
known products and their quality, Nestle is considered one of the top Amul competitors.

Baskin Robbins

A strong Amul competitor, Baskin Robbins was founded in the year 1945. It is the largest
specialty store chain and the company is headquartered in Massachusetts, United States.
The company has popular for their 31 flavors which are significant in their logo.

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 It also means that a flavor for each day of a month. But, at present, there are about 1000
flavors across the globe. It currently has their operations in about 50 countries and has
about 7,500 stores. The company focuses on customer satisfaction and introduces new
products that they will like. This brand is a global brand and is available in many places
around the world. The company has set up many franchises which are also a reason for their
expansion. The main strength of this brand is the availability of various flavors.

The ice creams of Baskin Robbins are prepared with great care with good ingredients and
flavor that is liked by all. These ice creams stores can be seen easily available and are almost
found in many places. Due to their great customer service and keeping up with the trend,
Baskin Robbins is considered as a top Amul competitor.

Here is a list of the top 10 Milk Brands in India:

5 Brand Name Popular Product Rank ( Out Of 5)

1 Amul Amul Milk, Amul Butter 5/5

2 Mother Dairy Mother Dairy Milk, Ice Cream 4.5/5

3 Nestlé Nestlé Milk, Everyday Milk 4.5/5

4 Aavin Aavin Milk, Aavin Butter 4/5

5 Nandini Nandini Milk, Nandini Ghee 4/5

6 Safal Safal Milk, Safal Paneer 3.5/5

7 Amirthaa Amirthaa Milk, Amirthaa Curd 3.5/5

8 Britannia Britannia Milk, Dairy Products 3.5/5

9 Sanchi Sanchi Milk, Sanchi Ghee 3/5

10 Happy Happy milk, Ghee, & Curd 3.5/5

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Size of the industry:

Traditionally, all the milk in the past had been produced in the villages in India. Even today
the bulk of the country’s milk supply comes from the cattle owners in the rural areas. In the
old days, the farmers produced milk usually for their own consumption. Most of the milk
was converted by them into butter, ghee and butter milk, which constituted important food
items for the family. As marketing facilities for milk did not exist in those days, the surplus
milk was generally turned into ghee for sale in the villages or in the near-by town markets.
Later on, this pattern changed and most of the surplus milk was either sold by the cattle-
owners to the consumers, in the nearby areas or collected by the middlemen for sale in the
urban markets.

Modernisation of Dairy Industry:

Modernization of the dairy industry in India gained momentum with the commencement of
India’s first five Year plan in 1951. With the aim of catering to the requirement of clean milk
for the growing population in urban areas, the initial government action in this regard
consisted of organizing milk schemes for the large cities. The basic objectives of these
schemes was to facilitate arrangement for the efficient flow of milk produced in the rural
areas to the dairy plants located in cities and distribution of the processed milk to the urban
consumers. The working of the milk schemes was quite helpful for the development of the
dairy industry on modern lines in India

Co-operativization:

The establishment of milk co-operatives is another feature of the modern dairy industry in
India. For successful functioning of economic enterprises in our villages, it is necessary that
they are given a corporate identity. In most developed countries, co-operative have
emerged as the most cohesive organization of farmers. They provide the middle course
between the acquisitive and individualistic trends of economy on one hand and too much
centralization and regimentation on the other. They have the merit of combining freedom
and opportunity for the small man with benefits of large scale management and
organization as also good- will and support from the community. In India, though the co-
operative movement was initiated by the co-operative credit societies Act, 1904, dairy co
operative could not be promoted till the passing of the co-operative societies Act, 1912.
though, with the establishment of the first cooperative dairy society at Allahabad (U.P.) in
1913, the movement of dairy cooperative got initiation and spread subsequently in different
parts of our country. Its real large sale and systematic break through could be noticed since
1946 when Kaira District Co-operative Milk producers’ Union Limited (KDCMPUL) popularly
known as ‘Amul Dairy’ which was set up at Anand in the Gujarat state. The genesis of co-
operative movement can be traced back to the first half of the 18th century. Industrial
revolution in U.K. had augmented the production at the cost of ethics and values of mankind
as man was replaced by machine. Because of lust and lure for the production, it had directly
resulted in the exploitation of the mankind and so co-operative movement took birth in
U.K. for improving the condition of labourer. From

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 England, co-operative movement spread out all over the world and had been changed in to
the great movement.

 India has been the leading producer and consumer of dairy products worldwide since 1998
with a sustained growth in the availability of milk and milk products. Dairy activities form an
essential part of the rural Indian economy, serving as an important source of employment
and income. India also has the largest bovine population in the world. However, the milk
production per animal is significantly low as compared to the other major dairy producers.
Moreover, nearly all of the dairy produce in India is consumed domestically, with the
majority of it being sold as fluid milk. On account of this, the Indian dairy industry holds
tremendous potential for value-addition and overall development According to the latest
report by IMARC Group, titled “ Dairy Industry in India 2025 Edition: Market Size, Growth,
Prices, Segments, Cooperatives, Private Dairies, Procurement and Distribution ”, the dairy
industry in India size reached INR 18,975 Billion in 2024.

Along with offering profitable business opportunities, the dairy industry in India serves as a
worth INR 5,000 billion in 2016. India is also globally the largest milk producing country since
1997. In India, the co-operatives and private dairies have access to only 20% of the milk
produced. Approximately, 34% of the milk is sold in the unorganized market while 46% is
consumed locally. This is in comparison to most of the developed nations where almost 90%
tool of socio-economic development. Keeping this in view, the Government of India has
introduced various schemes and initiatives aimed at the development of the dairy sector in
the country. For instance, the “National Dairy Programme (Phase-I)” aims to improve cattle
productivity and increase the production of milk expanding and strengthening and
expanding the rural milk procurement infrastructure and provide greater market access to
the farmers. On the other hand, the private participation in the Indian dairy sector has also
increased over the past few years. Both national and international players are entering the
dairy industry, attracted by the size and potential of the Indian market. The focus is being
given to value- added products such as cheese, yogurt, probiotic drinks, etc. They are also
introducing innovative products keeping in mind the specific requirements of the Indian
consumers. These players are also improving their milk procurement network which is
further facilitating the development of the dairy industry in India. Looking forward, The India
Dairy Market size is estimated at 29.9 billion USD in 2025, and is expected to reach 41.82
billion USD by 2030, growing at a CAGR of 6.94% during the forecast period (2025-2030).
Source: https://www.mordorintelligence.com/industry-reports/india-dairy-marketIndia is
the world's largest producer and consumer of dairy. The dairy industry in India was
of the surplus milk is passes through the organized sector.

The digitalization of the dairy market retail is reshaping consumer purchasing patterns, supported
by the country's growing digital infrastructure. By the end of 2022, India recorded 720 million
internet users, with 692 million being active users split between rural (351 million) and urban
(341 million) areas. This digital penetration has catalyzed the growth of online dairy market retail,
with major platforms like Country Delight, Milkbasket, and DoorMilk expanding their presence
across metropolitan regions and offering specialized dairy delivery services.

Source: https://www.mordorintelligence.com/industry-reports/india-dairy-market

The country is the worlds largest milk producer, accounting for more than 13% of the worlds
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total milk production. It is the world’s largest consumer of dairy products, consuming almost
100% of its own milk production. There are many Opportunities And Challenges in The
Indian Dairy Industry.Dairy products are a major source of cheap and nutritious food to
millions of people in India and the only acceptable source of animal protein for a large
vegetarian segment of the Indian population, particularly among the landless, small and
marginal farmers and women. Dairying has been considered as one of the activities aimed at
alleviating the poverty and unemployment, especially in the rural areas in the rain-fed and
drought- prone regions. In India, about three-fourth of the population live in rural areas and
about 38%

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of them are poor. In 1986-87, about 73% of rural households own livestock. Small and
marginal farmers account for three-quarters of these households owning livestock, raising
56% of the bovine and 66% of the sheep population. According to the National Sample
Survey of 1993-94, livestock sector produces regular employment to about 9.8 million
persons in principal status and 8.6 million in subsidiary status, which constitute about 5% of
the total work force. The progress in this sector will result in a more balanced development
of the rural economy.

Milk Processing

The milk processing industry is small compared to the huge amount of milk produced every
year. Only 10% of all the milk is delivered to some 400 dairy plants. A specific Indian
phenomenon is the unorganised sector of milkmen, vendors who collects the milk from local
producers and sell the milk in both, urban and non-urban areas, which handles around 65-
70% of the national milk production. In the organised dairy industry, the cooperative milk
processors have a 60% market share. The cooperative dairies process 90% of the collected
milk as liquid milk, whereas the private dairies process and sell only 20% of the milk
collected as liquid milk and 80% for other dairy products with a focus on
value- added products.

Domestic Consumption

The huge volume of milk produced in India is consumed almost entirely by the Indian
population itself, in a 50-50 division between urban and nonurban areas. Increasingly,
important consumers of the dairy industry are fast-food chains and food and non-food
industries using dairy ingredients in a wide range of products.

Trade

In spite of having largest milk production, India is a very minor player in the world market.
India was primarily an import dependent country till early seventies. Most of the demand-
supply gaps of liquid milk requirements for urban consumers were met by importing
anhydrous milk fat / butter and dry milk powders. But with the onset of Operation Flood
Programme, the scenario dramatically changed and commercial imports of dairy products
came to a halt except occasional imports of very small quantities. In the 1990s, India started
exporting surplus dairy commodities, such as SMP, WMP, butter and ghee. The Agricultural
and Processed Food Products Export Development Authority (APEDA) regulated the export
and import of dairy products till early 1990s. However, in the new EXIM Policy announced in
April 2000, the Union Government has allowed the free import and export of most dairy
products.
The major destinations for Indian dairy products are Bangladesh (23.1%), UAE (15.4%), US
(15.6%) and Philippines (8.9%). In terms of products, SMP is the most important product
accounting for about 63% of total export volume, followed by ghee and butter (11.7%) and
WMP. Export figures clearly demonstrate that the Indian dairy export is still in its infancy
and the surpluses are occasional. Indigenous milk products and desserts are becoming
popular with the ethnic population spread all over the world. Therefore, the export demand
for these products will increase and hence, there is a great potential for export.

15
On the other hand, there has been a sharp increase in import of dairy products (especially
milk powders) after trade liberalisation. As per the latest report of Foreign Trade Statistics of
December 2004, the imports of dairy products (milk and cream) has reached a cumulative
total of 22.145 million tonnes for the period April – March 2004, as compared to only 1473
million tonnes for the same period during the previous year. The main reasons for sharp rise
in imports are huge export subsidies given by developed countries (mainly the US and EU).

Key Areas of Concern in the Dairy Industry

1. Competitiveness, cost of production, productivity of animals etc. The demand for

quality dairy products is rising and production is also increasing in many developing
countries. The countries which are expected to benefit most from any increase in
world demand for dairy products are those which have low cost of production.
Therefore, in order to increase the competitiveness of Indian dairy industry, efforts
should be made to reduce cost of production. Increasing productivity of animals,
better health care and breeding facilities and management of dairy animals can
reduce the cost of milk production. The Government and dairy industry can play a
vital role in this direction.
2. Production, processing and marketing infrastructure If India has to emerge as an
exporting country, it is imperative that we should develop proper production,
processing and marketing infrastructure, which is capable of meeting international
quality requirements. A comprehensive strategy for producing quality and safe dairy
products should be formulated with suitable legal backup.
3. Focus on buffalo milk based specialty Dairy industry in India is also unique with regard
to availability of a large proportion of buffalo milk. Thus, India can focus on buffalo
milk based specialty products, like Mozzarella cheese, tailored to meet the needs of
the target consumers.
4. Import of value-added products and export of lower value products With the trade
liberalisation, despite the attempts of Indian companies to develop their product
range, it could well be that in the future, more value-added products will be imported
and lower value products will be exported. The industry has to prepare themselves to
meet the challenges.

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 Company Overview:

The Birth of Amul

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

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

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

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

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

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The Amul Model
The Amul Model of dairy development is a three-tiered structure with the dairy cooperative
societies at the village level federated under a milk union at the district level and a
federation of member unions at the state level.

Establishment of a direct linkage

between milk producers and
consumers by eliminating
middlemen

Milk Producers (farmers) control

procurement, processing and
marketing

Professional management

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The Amul model has helped India to emerge as the largest milk producer in the world. More
than 15 million milk producers pour their milk in 1,44,500 dairy cooperative societies across
the country. Their milk is processed in 184 District Co-operative Unions and marketed by 22
State Marketing Federations, ensuring a better life for millions.

GCMMF
Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF), is India's largest food
product marketing organisation with annual turnover (2017-18) US$ 4.5 billion. Its daily
milk procurement is approx 18 million lit per day from 18,554 village milk cooperative
societies, 18 member unions covering 33 districts, and 3.6 million milk producer members.
In the Golden Jubilee year of GCMMF, the organization registered a turnover of Rs. 59,545
Crores (USD 7 Billion) for the financial year 2023-24 with a growth of 8% YOY. The group
turnover of Brand Amul reached Rs. 80,000 crores (USD 10 billion) in 2023-24 from Rs
72,000 Crores (USD 9 billion) in 2022-23
It is the Apex organisation of the Dairy Cooperatives of Gujarat, popularly known
as 'AMUL',which aims to provide remunerative returns to the farmers and also serve the
interest of consumers by providing quality products which are good value for money. Its
success has not only been emulated in India but serves as a model for rest of the World. It is
exclusive marketing organisation of 'Amul' and 'Sagar' branded products. It operates
through 56 Sales Offices and has a dealer network of 10000 dealers and 10 lakh retailers,
one of the largest such networks in India.

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On behalf of 36 lakhs milk producer members of Gujarat, Valamjibhai Humbal, Vice
Chairman, GCMMF has conveyed his sincere gratitude to Government of Gujarat and
Government of India for their continuous and timely support for various schemes related to
milk producers. We also thank the Prime Minister Narendra Modi and Minister of Home
Affairs and Cooperation Amit Shah for their continuous focus on developing the cooperative
sector and in inspiring us to become a part of the global food basket and doubling the
farmer’s income.
Its product range comprises milk, milk powder, breads, health beverages, ghee, butter,
cheese, Pizza cheese ,Ice-cream, Paneer, chocolates, and traditional Indian sweets, etc.
GCMMF is India's largest exporter of Dairy Products. It has been accorded a "Trading House"
status. Many of our products are available in USA, Gulf Countries, Singapore, The

20
Philippines, Japan, China and Australia. GCMMF has received the APEDA Award from
Government of India for Excellence in Dairy Product Exports for the last 16 years. For the
year 2009-10, GCMMF has been awarded "Golden Trophy" for its outstanding export
performance and contribution in dairy products sector by APEDA. In 2013-14, GCMMF took
giant strides in expanding its presence in International markets. Amul’s presence on Global
Dairy Trade (GDT) platform in which only the top six dairy players of the world sell their
products, has earned respect and recognition across the world. By selling milk powders on
GDT, GCMMF could not only realize better prices as per market demand but it also firmly
established Amul in the league of top dairy players in world trade.

For its consistent adherence to quality, customer focus and dependability, GCMMF has
received numerous awards and accolades over the years. It received the Rajiv Gandhi
National Quality Award in1999 in Best of All Category. In 2002 GCMMF bagged India's Most
Respected Company Award instituted by Business World. In 2003, it was awarded the The
IMC Ramkrishna Bajaj National Quality Award - 2003 - certificate of merit- for adopting
noteworthy quality management practices for logistics and procurement. GCMMF is the first
and only Indian organisation to win topmost International Dairy Federation Marketing
Award for probiotic ice cream launch in 2007. For the innovations, GCMMF has received
AIMA-RK Swamy High Performance brand award 2013 and CNN-IBN Innovating for better
tomorrow award in 2014. World Dairy Innovation Awards- 2014 for Best Marketing
Campaign - "Eat Milk with Every Meal". For the tree plantation activity GCMMF has received
seven consecutive Good Green Governance award from Srishti during 2007 to 2013.
EXCELLENCE IN CRISIS : CRISIS SUPERHEROS AWARD from IMC Ramkrishna Bajaj National
Quality Award Trust in 2020 ,World Dairy Innovation Awards -2020

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

Year of Establishment 1973

Members 18 District Cooperative Milk Producers' Unions
No. of Producer Members 3.64 Million
No. of Village Societies 18,600
Total Milk handling capacity per day 50 Million litres per day

Milk collection (Daily Average 2024) 35 million litres

Cattle feed manufacturing Capacity 10,000 Mts. per day
Sales Turnover -(2024-25) Rs. 65,911 Cr

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22
 HEAD OFFICE:

Gujarat Cooperative Milk Marketing Federation Ltd.

Amul Dairy Road,

P B No.10, Anand – 388001,

Gujarat, India.

VISION:

- Liberate our farmers from economic oppression and lead them to prosperity.
- “To remain a leader in the global dairy industry by continuously innovating , expanding markets, and
upholding the values of cooperation, trust , and sustainability.”

MISSION

- “To provide affordable , high-quality dairy products to consumers while empowering farmers
through a sustainable and inclusive cooperative model,”

- To satisfy the taste and nutritional requirements of the consumers and increasing numbers of these

consumers today are to be found only at the large format stores. Hence, in order to reach these

consumers, we need to form equitable alliances with organized retail chains wherever possible.

Objective:

Is to ensure that the maximum share of the consumer’s rupee goes back to the milk producers.

Future Plan:

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� Expansion of distribution network, creative marketing, consumer education and product

innovation, we will leverage effectively on rising income levels and growing affluence among

Indian consumers.

� Tapping the rising demand for new value-added products.

� Milk shed area will increase to 231 lakh kg per day (23.1 million kg per day), at an annual

growth rate of 4%

� Installing Bulk Milk Chillers and Automatic Milk Collection Systems in all our village

cooperative societies.

� Collect as much as 195 lakh kg per day (19.5 million kg per day) of milk in the peak flush season.

� Satellite dairies with combined processing and liquid milk packaging capacity of 50 LKPD will

be established in major metro market

� We plan to double to processing capacity of our dairy plants to 20.7 million kg per day, by 2020

� Milk drying capacity will also be enhanced by 200 MT’s per day

� Plan to expand our cattle feed manufacturing capacity, more than four times to 12,000 MT’s

per day, by 2020.

� Total investments envisaged for creating all the required infrastructure would be Rs. 2,600

crores (Rs. 26 billion) till the year 2020

The Product Range

Breadspreads Amul Butter, Amul Lite, Delicious Table Margarine

Amul Pasteurized Processed Cheddar Cheese, Amul Processed Cheese

Spread, Amul Pizza (Mozarella) Cheese,Amul Emmental Cheese,

Cheese Range
Amul Gouda Cheese, Amul Malai Paneer (cottage cheese), Utterly

Delicious Pizza

24
 Amul Gold Full Cream Milk 6% fat, Amul Shakti Standardised Milk

Fresh Milk 4.5% Fat, Amul Taaza Toned Milk 3% fat, Amul Slim & Trim, Amul

Cow Milk

Amul Gold 4.5% fat Milk, Amul Shakti 3% fat Milk, Amul Taaza
UHT Milk Range
1.5% fat Milk, Amul Lite Slim-n-Trim Milk, Amul Fresh Cream

Amul Full Cream Milk Powder, Amulya Dairy Whitener, Sagar

Milk Powders Skimmed Milk Powder, Amulspray Infant Milk Food, Sagar Tea and

Coffee Whitener

Amul Kool Flavored Milk, Amul Kool Café, Amul Kool Koko,Amul
Milk Drink
Kool Milk Shaake, Amul Kool Chocolate Milk,Nutramul Energy Drink

Health Drink Stamina Instant Energy Drink

Brown Beverage Nutramul Malted Milk Food

Amul Masti Dahi (fresh curd), Amul Masti Spiced Butter Milk,Amul
Curd Products
Lassee, Amul Flaavyo Yoghurt

Pure Ghee Amul Pure Ghee, Sagar Pure Ghee

Sweetened Condensed
Amul Mithaimate
Milk

Mithaee Range (Ethnic Amul Shrikhand, Amul Mithaee Gulab jamuns, Amul Basundi,Avsar

Sweets) Ladoos

Ice-cream Sundae Range, probiotic,,sugarfree and probiotic

Chocolate & Amul Milk Chocolate, Amul Fruit & Nut Chocolate, Amul Chocozoo,

Confectionery Amul Bindass, Amul Fundoo

25
 Butter Margarine Amul lite Cheese

Cheese Spread Paneer Pizza Cheese Pizza

Tetra milk Pouch milk Chocolates Milk shake

Flavored Milk Buttermilk Lassi Amulya

Amul spray SMP Nutramul Ghee

Mithai Mate Basundi Gulabjamun Fresh cream

26
 Ice cream Shrikhand Dahi Yogurt

Table: List of products marketed by GCMMF under brand name Amul

COMPETITION:

PRODUCTS MAJOR COMPETITORS

Cheese range Britannia cheese, Mother Dairy Cheese,

Gowardhan, Kraft

Mithaee Range (Ethenic sweets) Haldirams

Milk Range Mother Dairy, Nadini , Namastey India,

Gyan ,Paras ,locals brands, etc.
Amul Ice-creams Quality Walls, Mother Dairy, Pastonjee,

Vadilal,Kwality walls Namaste India,Local

brands, etc.

Chocolates & confectionery Cadbury, Nestle, Parle, ITC , ETC.

Amul Bread Gomti, Milkmade, Kalori, Bran’ O, Britannia,

Etc.
Table: Major competitors of Amul

SERVICES:

GCMMF is sole marketer of all products under brand AMUL and SAGAAR.

It is also the sole selling agent for the National Dairy Development Board’s (NDDB) edible oil –

‘DHARA’.
27
GCMMF is India's largest exporter of Dairy Products. It has been accorded a "Trading House"

status. GCMMF has received the APEDA Award from Government of India for Excellence in Dairy

28
Product Exports for the last 13 years.

CLIENTS:

Major clients are the five stars hotels (TAJ, Oberoi etc.) and big restaurants throughout the country.

Many of Amul’s products are now available in the USA, Gulf Countries and Singapore.

29
Products:

30
31
SWOT analysis of Amul:
Amul is one of the largest milk and milk based products manufacturer in India. Known to be
the founder of the white revolution in India, Amul has some strong products and brands up
its sleeves, strongest of them being Amul ice cream. Similarly, the Milk & Dairy products
company has a very in depth product portfolio including cheese, butter, curd, chocolates, ice
cream, and others. You can visit the following link to refer to the marketing mix of Amul.
However, following are the points in the SWOT analysis of Amul.

Strengths in the SWOT analysis of Amul

Very high market share in ice cream – Amul has the top market share in ice cream segment
which further helps it push other products into the market.

Excellent brand equity – amul is a beloved brand over the years and the contribution of amul
girl and her outdoor ads should specifically be mentioned here.

Excellent quality management – even though amul has such a wide and large distribution
network, hardly any quality complaints come for amul.

Strong distribution network – This is one company which is strong in urban as well as rural
distribution. You will find amul present even in small towns and villages.

Good product portfolio – Amul had a deep product portfolio when compared to any fmcg
company. It has many different variety of milk milk based food items like cheese, butter,
milk, buttermilk, lassi and many others. In ice creams too, amul has a large variety of
flavours

Strong Supply chain – Vendors love Amul and amul is known for the white revolution in India.

Rural presence – Strong rural presence of Amul is its plus point. It is mentioned here
separately because this rural presence gives amul a strong competitive advantage

Weaknesses in the SWOT analysis of Amul

Cost of Operations – Amul’s operation is huge. And so is the cost. Plus the sector is such that
maintaining margins becomes difficult day by day. Thus, to face internationalplayers,
Amul needs to maintain the operations in the same manner it is carrying out today. It is not
a weakness but rather a constant challenge for Amul. In fact, during summers, the brand
faces severe shortage of supply.

Chocolates – Amuls expansion to chocolate has failed and hardly any product of Amul
chocolates is selling in the market. Amul needs further products to expand its product line
and increase bottomline.

32
Opportunities in the SWOT analysis of Amul
Export – Amul can export its product to other countries thereby increasing its turnover and
margins exponentially.

Concentrate more on chocolate market – Amul has a no advertisement policy which creates
a problem for its foray into additional products. Amul should in fact have separate SBU’s and
concentrate more on increasing its product line through chocolates or other such products.

Threats in the SWOT analysis of Amul

Increasing competition in Ice cream segment – Many players, local and international, are
entering the ice cream market thereby taking away share of wallet from Amul. Kwality walls,
Naturals, London dairy, Havmor, Arun ice cream, Vadilal, Ramani, are some of the few
brands who are directly in competition with Amul.

BCG Matrix in the Marketing strategy of Amul

When we plot the BCG matrix, Amul has certain products which are stars whereas others
are cash cows. And in fact, Amul chocolates are question marks because they have very low
market share in a growing market. Amul ice cream and Amul butter can clearly be said to be
a cash cow because they have very high market share and the market in itself is growing
with the increase in population.

On the other hand, Dairy products like Milk, buttermilk, cheese, lassi, amul kool etc have a
lot of direct and indirect competition in their niche. However, when compared with the
same type of product, then Amul has a high market share. Thus, these products are stars for
Amul.

Distribution strategy in the Marketing strategy of Amul

Like any FMCG company, Amul concentrates on breaking the bulk. It supplies in huge
amounts to its C&F, who is required to have the right arrangements to store Amul products
in bulk. This C&F then transfers the products to distributors who in turn give it to retailers.
Furthermore, Amul has a direct sale team too which sells to modern retail. Besides this, the
company has exclusive Amul stores which sell all products of Amul brand. Thus, in the
marketing strategy of Amul, distribution is another strength of the brand.

33
 EXPERIENTIAL LEARNING
Department:

During the period of my training I was been there in sales and marketing department for
whole duration. There were several task assigned to me.
Job Description:

The first responsibility was to identify the shops where the products of amul is not available
and know the reason that why it is not available.

Second task was to place the beverage and chocolates at the shop, I have to go to the shops
and take the order and forward that order to the branch and next day when the salesman
visit to the shop he takes the order after that in next turn I have to visit to the shop from
where I have taken order and check whether the salesman has visited and supplied the
order or not.

Along with the above responsibility I have to collect the data regarding competitor’s price,
policy, schemes, availability and their promotional techniques.

I have to prepare the report on daily basis of the no of outlets visited and have to forward it
daily to the superior and on every Saturday I have to send the report of whole week to the
assistant manager.

I have to do horizontal expansion i.e. have to increase the numbers pf outlets in each beat.
Experienced Gained:

In this tenure of my training I have learn how to interact with customers, dealers, retailers
and how to convince them to choose our product. I have also learn that how to place our
product among the competitor and how to differentiate our product with competitor.
Thoughts, Views, Comments in general about the company:

In my view Amul is very strong player in the market because of its high quality products at
reasonable price that’s why there is always excess demand over supply. Overall
performance of the company is very good and also the working culture and environment is
so much friendly.
Suggestions for improvement:

In my opinion the company should focus on installation of visi cooler,refridgerators and

deep freezers in the markets and the sizes of chocolates to increase their sale and more
market share

34
 Introduction of Project

Project title : To identify Demand Estimation of Amul Bread in Retail Market,

Lucknow.
Description: Description for a Demand Estimation Study of Amul Bread in the Retail Market,
Lucknow
1. Introduction
This study aims to estimate the demand for Amul bread within the retail market
of Lucknow. As a major player in the Indian dairy and food industry, Amul has
a strong brand presence and an extensive distribution network. However, while
its dairy products like milk, butter, and cheese are ubiquitous, its penetration
and sales in the bakery segment, specifically for bread, need to be analyzed to
understand the market dynamics in a specific urban area like Lucknow. This
research will delve into the factors influencing consumer purchasing decisions
for Amul bread and assess its market position against competitors.
2. Objectives
The primary objectives of this study are:
 To determine the current demand for Amul bread in the retail market of
Lucknow.
 To identify the key factors that influence consumer buying behavior for bread
in Lucknow.
 To assess the competitive landscape for Amul bread, including major local
and national competitors.
 To analyze the effectiveness of Amul's current distribution and retail strategy
for its bread products.
 To provide recommendations to Amul for enhancing its market share and
optimizing its demand estimation in the Lucknow retail market.
3. Scope of the Study

35
 The study will be confined to the retail market of Lucknow. It will focus on
analyzing data from various retail channels, including small "mom-and-pop"
stores, supermarkets, and Amul's exclusive parlors. The research will cover the
demand for different types of Amul bread available in the market. The study
will consider both quantitative and qualitative data.
4. Research Methodology
A mixed-methods approach will be employed for this study, combining both
quantitative and qualitative research to get a comprehensive understanding of
the market.
 Quantitative Research:
o Primary Data Collection: A survey will be conducted among retailers
and consumers in key commercial and residential areas of Lucknow.
The survey will collect data on sales volume of Amul bread, consumer
purchase frequency, factors influencing brand choice, and pricing
perceptions.
o Secondary Data Analysis: Existing data from market reports, industry
publications, and Amul's own sales and distribution records (if
available) will be analyzed to establish a baseline for the bread market
in Lucknow. Data on the general food and grocery retail sector in the
city will also be considered.
 Qualitative Research:
o Retailer Interviews: In-depth interviews will be conducted with a
sample of retailers (kirana store owners, supermarket managers) to
understand their perspectives on Amul bread sales, supply chain
efficiency, customer feedback, and competitive dynamics.
o Consumer Focus Groups: Focus group discussions will be organized
with consumers from different demographic backgrounds to gain
insights into their bread consumption habits, brand loyalty, perception
of Amul as a bread brand, and their decision-making process.
5. Demand Estimation Framework
36
 The demand estimation will be based on a combination of factors:
 Market Size: Estimating the total size of the bread market in Lucknow in
terms of volume and value.
 Market Share: Calculating Amul's market share in this segment based on
primary and secondary sales data.
 Elasticity of Demand: Analyzing how changes in price affect the quantity
demanded.
 Demographic and Socioeconomic Factors: Considering factors like household
income, family size, and consumer lifestyle that influence bread consumption.
 Seasonal Variations: Analyzing any seasonal fluctuations in demand, such as
during festivals or specific weather conditions.
 Competitive Analysis: Evaluating the demand drivers for competing brands
and their impact on Amul's sales.
6. Expected Outcomes
The study is expected to provide a clear picture of the demand for Amul bread
in the Lucknow retail market. The findings will help Amul and its distributors
to:
 Formulate a more effective marketing and pricing strategy.
 Improve their distribution and supply chain network to meet consumer
demand efficiently.
 Identify opportunities for new product development or modification.
 Strengthen their position against key competitors in the market.

Amul has justified its undisputed leadership in foods business by creating 6000 Amul Preferred

outlets in a record time which exclusively sell wide range of Amul products. This has been possible

due to strong brand equity and immense Consumer support. Amul Parlor are successfully operating

in more than 1400 towns at high streets, residential areas, Railway Stations, Bus Stations,

Educational Institutions and a whole lot of center of Excellence. “Amul Preferred Outlets are an

37
excellent business opportunity for Budding Entrepreneurs.

Gujarat Co-operative Milk Marketing Federation (GCMMF), custodian of the Amul brand is India’s

largest food products marketing organization. With its wide product Portfolio GCMMF today has a

turnover in excess of Rs. 9774 Cr. With a singular focus on marketing and distribution, GCMMF

today reaches consumers in all parts of the country. A state level apex body of milk co-operatives in

38
Gujarat, it has been an endeavor of GCMMF to provide remunerative returns to the farmers and also

serve the interest of consumers by providing quality products which are good value for money.

Today ice creams are equally popular among children and grown-ups.

Amul are committed to produce wholesome and safe foods of excellent quality to remain market

leader through deployment of quality management systems, state-of-art-technology, and innovation

and eco-friendly operations to achieve delightment of customers and betterment of milk producers.

The dairy industries companies run mainly on the factors such as availability, service frequency,

affordability, taste and marketing. Availability is plays a vital role

because purchasing power is depend upon availability of that product, in case distributors and

retailers service matter a lot. A retailer or retail store is any business enterprises whose sales volume

comes primarily from retailing.

Time frame: - 30th May 2025 to 15th July 2025

Time Period Project progress(work)

30th May - 10th June Visited retailers shops & Make Questionnaire
and Data collection form.

11th June- 17th June Visted retail shops and gain insights about why

there is low demand for Amul Bread.

18th June – 25th June Visited retailers Shops, collected data from them
of demand of bread and specifically of Amul
Bread.

26th June – 2th July Taken reviews from customer to know the
presence of Amul Bread and its demand among
customers.

3th July – 9th July Promotional activity for Amul M e e t h a

39
 D a h i Product .

10th June – 15th July Data Analysis and Interpretation

15th July Project Ending

Value addition to the company by this project:-

The project gives the current position of the Amul Retail Shops in the Lucknow division. The report

tells:

1. How Retail Shops are performing?

2. What are the problems faced by Retailers in selling Amul breads?

3. What are the customer’s perception towards Amul bread?

4. Which is the most demandable brand in bread?

These all information can be useful for the company in taking decisions for Retailers which will

help to eliminate the problems and generate more sales & increase the profit.

40
 OBJECTIVE OF THE STUDY

Primary Objectives:-

1. An audit on standard operation procedures at Amul Retail Store.

2. To improve existing retail network of Amul product.

3. To understand the problem faced by Retailer holder pertaining to selling & storage of

Amul products.

4. To evaluate customer response toward Amul Retail Stores.

Secondary Objectives:-

1. To create consumer awareness about Amul.

2. Effectiveness of “Visy Cooler” (Cold Storage Machine provided by AMUL at a charge):

3. How many Retailers effectively use Visy Cooler?

4. Impact of Visy Coolers on sales.

41
 Scope of the study:

1. The study includes Dairy Retail store observation and audit.

2. Understanding the distribution channel of Amul products.

3. The study will help in enhancing distribution channel of Amul Products.

4. The study not only gives idea about what problems are faced by distributors in distributing

Amul products but will also help in identifying solution for problems faced by

distributors.

5. The study helps in increasing no. of retailer in Amul products.

6. The study will help in restructuring margin policy for retail distributors.

7. The study will help in supplying required products & services to retail distributors in

timely manner.

8. This study also will also help in improving the market share of Amul in Dairy market.

42
Literature review:
1. (Hsiung, 2011) in research paper “A study on relation between the brand image
and customer satisfaction” states that only when the core value of brand image
spreads to a customer will the brand image in the retail business be clearly
established in the brain of the customer.”

2. Brand Equity, as the focus of this study is defined as comprehensive set of values
attached by the consumers creating differential effects to the brand which creates
revenue in the competitive market (Aaker, 1991). In this connection 'Brand
Awareness' is the primary dimension of brand equity and is vital for the purpose.
Aaker's (1991) study on brand awareness that enlightens the theory of brand
equity's integral part that is brand awareness. Aaker (1991) covered petite aspects
of this topic to clarify its purpose of being there and why it has been so important
and in fact gaining more insights by the organizations which are investing a lot in
the brand share and its value which is caused from the initiation point of bringing
awareness to the consumers about the brands in the market until its trial, adoption
and re-purchase to the loyalty aspect which has been covered thoroughly.

3. Gibson G. Vedamani(45) in his book on Retail management states that, “Visual

merchandising is needed and its relevance is felt in today retail industry as the
primary purpose of merchandising is presentation of products in a way that cause
them to be sold quickly, and at the highest possible retail margin.
4. Secondly the visual seduction that charms the customer results in add-on-sales.
The third role of merchandising is the creation of the merchant’s individual retail
image-which relates directly to the lifestyle of the community and the customer.
The targeted result of the activity of visual merchandising is ongoing sales and
customer loyalty. Gibson also states that; visual merchandisers face three
challenges while designing the store. First challenge is to keep the store
atmosphere consistent with the store image. The second challenge is to influence
43
 customer buying decisions with the help of store layout, store atmosphere and
space–planning. The third challenge is to consider the costs associated with each
store design element versus the value received in terms of higher sales and profits.
For instance, the free-form design found in many boutiques is much costlier than
rows of gondolas in a discount store (Gondolas are four-sided shelving cum
display cum selling unit, often movable, used on the retail floor as part of the
merchandise fixtures). Also, custom wood fixtures are more expensive than wire
racks. Visual merchandiser must be aware of the financial ramifications of any
store layout decision.”

5. John Z Wetmore, Producer of ‘Perils for Pedestrians’ Television says that “Have
attractive window displays to catch the interest of pedestrians passing by. If you
are fortunate enough to have a storefront facing a sidewalk with pedestrian traffic,
give them something to look at that shows them what you have to offer. And if
your old display is coated in dust and faded from sunlight, it’s time to rejuvenate
the display and your image.”

6. (Elzinga, 2009), in the consumer Decision Journey says that “Marketing Has
always sought those moments, or touch points, when consumer are open to
influence. For years touch points have been understood through funnel approach
but now a day a more sophisticated approach is required to help marketers
navigate this environment, which is less linear and more complicated than the
funnel suggests. Our thinking is applicable to any geographic market that has
different kinds of media, internet access, and wide product choice, including big
cities in emerging markets such as china and India.

44
 RESEARCH METHODOLOGY

Type of Research Descriptive

Data Type Primary Data
Sample Unit AMUL Retailors
Sample Size 100
Sampling Method Convenience
Sample Universe Retailors of Susuwahi
(Varanasi)
Data Collection Tool Questionnaire
Data Collection Source Survey
Data Analysis Technique MS Excel

45
 DATA ANALYSIS RESULT & INTERPRETATION

Q-1 How much you are satisfied with the Amul’s products distribution to the retail outlet?
a. Highly satisfied
b. Satisfied
c. Neutral
d. Dissatisfied
e. Highly dissatisfied

Cumulative
Frequency Percent Valid Percent Percent

Valid Dissatisfied 20 20.0 20.0 20.0

Highly dissatisfied 11 11.0 11.0 31.0

Highly satisfied 26 26.0 26.0 57.0

Neutral 16 16.0 16.0 73.0

Satisfied 27 27.0 27.0 100.0

Total 100 100.0 100.0

Data Analysis: From the survey, it was found that 27% of retailers are satisfied and 26%
of retailers are Highly satisfied with the Amul’s products distribution to the retail outlets.
Dara Interpretation: From the given data analysis, it can be interpreted that most of the
retailers are satisfied with the Amul’s products distribution at their outlets.

46
 Q-2 Which type of problem do you face from the distributor’s side?
a. Unavailability of products
b. Lack of advertisements
c. Irregularity of sales person
d. Irregularity in getting the supply
e. Others

Cumulative
Frequency Percent Valid Percent Percent

Valid Irregularity in getting the

15 15.0 15.0 15.0
supply

Irregularity of sales person 15 15.0 15.0 30.0

Lack of advertisements 15 15.0 15.0 45.0

Other 25 25.0 25.0 70.0

Unavailability of Products 30 30.0 30.0 100.0

Total 100 100.0 100.0

Data analysis: From the survey, it was found that 30% of retailers face problem of
Unavailability of products from the distributor’s side and 25% retailers face Other type of
problems from the distributor’s side.
Data Interpretation: From the given data analysis, it can be interpreted that most of the
retailors face some or the other type of problems from the distributors side.

47
 Q-3 When sales person visit at your store for taking the orders?
a. Daily
b. Within 2-3 days
c. Within 4-5 days
d. Weekly
e. Infrequently

Cumulative
Frequency Percent Valid Percent Percent

Valid Daily 29 29.0 29.0 29.0

Infrequently 20 20.0 20.0 49.0

Weekly 14 14.0 14.0 63.0

Within 2-3 days 22 22.0 22.0 85.0

Within 4-5 days 15 15.0 15.0 100.0

Total 100 100.0 100.0

Data Analysis: From the Survey, it was found that 29% of retailers say that Daily a sales person
visit at their store for taking the orders and 22% retailers say that a sales person visit Within 2-3
days at their store for taking the orders.
Data Interpretation: From the given data analysis, it can be interpreted that routinely a sales
person visit the store of Amul retailors for taking the orders.

48
 Q-4 After how many days you receive the orders which you had placed?
a. Within a day
b. Within 2-3 days
c. Within 4-5 days
d. Within a week
e. More than a week

Cumulative
Frequency Percent Valid Percent Percent

Valid more than a week 9 9.0 9.0 9.0

Within 2-3 days 31 31.0 31.0 40.0

Within 4-5 days 16 16.0 16.0 56.0

Within a day 20 20.0 20.0 76.0

Within a week 24 24.0 24.0 100.0

Total 100 100.0 100.0

Data analysis:
From the survey, it was found that 31% retailers receive the orders Within 2-3 days and 24% retailers
receive the orders Within a week.
Data Interpretation: From the given data analysis, it can be interpreted that most of the retailors receive
the orders which they had placed within proper period of time.

49
 Q-5 Do you face any problem while returning the expired stocks?
a. Yes
b. No
c. Sometimes

Cumulative
Frequency Percent Valid Percent Percent

Valid No 48 48.0 48.0 48.0

Sometimes 24 24.0 24.0 72.0

Yes 28 28.0 28.0 100.0

Total 100 100.0 100.0

Data Analysis: From the survey, it was found that 48% retailers don’t face any problem while
returning the expired stocks. 28% retailers face problems while returning the expired stocks.
Data Interpretation: From the above data analysis, it can be interpreted that most of the retailors
don’t face any type of problem while returning the expired stocks.

50
 Q-6 How is the replacement procedure of expired stocks?
a. Excellent
b. Good
c. Fair
d. Poor
e. Very poor

Cumulative
Frequency Percent Valid Percent Percent

Valid Excellent 22 22.0 22.0 22.0

Fair 38 38.0 38.0 60.0

Good 16 16.0 16.0 76.0

Poor 14 14.0 14.0 90.0

Very poor 10 10.0 10.0 100.0

Total 100 100.0 100.0

Data Analysis: From the survey, it was found 38% retailers say that the replacement procedure of
expired stocks is Fair and 22% retailers say that the replacement procedure of expired stocks is
Excellent.
Data Interpretation: From the given data analysis, it can be interpreted that most of the retailors
are happy and satisfied with the replacement procedure of expired stocks.

51
 Q-7 How much you are satisfied with the schemes and other benefits provided by the company?
a. Highly satisfied
b. Satisfied
c. Neutral
d. Dissatisfied
e. Highly dissatisfied

Cumulative
Frequency Percent Valid Percent Percent

Valid Dissatisfied 23 23.0 23.0 23.0

Highly dissatisfied 8 8.0 8.0 31.0

Highly satisfied 23 23.0 23.0 54.0

Neutral 17 17.0 17.0 71.0

Satisfied 29 29.0 29.0 100.0

Total 100 100.0 100.0

Data Analysis: From the survey, it was found that 29% of retailers are Satisfied with the
schemes and other benefits provided by the company and 23% of retailers are Highly satisfied
with the schemes and other benefits provided by the company.
Data Interpretation: From the given data analysis, it can be interpreted that most of the
retailors are satisfied with the schemes and other benefits offered by the company.

52
 Q-8 How much you are satisfied with the promotion policies adopted by the company?
a. Very satisfied
b. Satisfied
c. Neutral
d. Dissatisfied
e. Very dissatisfied

Cumulative
Frequency Percent Valid Percent Percent

Valid Dissatisfied 26 26.0 26.0 26.0

Neutral 17 17.0 17.0 43.0

Satisfied 27 27.0 27.0 70.0

Very dissatisfied 10 10.0 10.0 80.0

Very satisfied 20 20.0 20.0 100.0

Total 100 100.0 100.0

Data Analysis: From the survey, it was found that 27% of retailers are satisfied with the promotion
policies adopted by the company and 26% of retailers are Dissatisfied with the Promotion policies
adopted by the company.
Data Interpretation: From the given data analysis, it can be interpreted that most of the retailors
are happy and satisfied with the promotion policies adopted by the company and the way the
company is promoting their products and brand.

53
 Q-9 How much you are satisfied with the pricing of Amul products?
a. Highly satisfied
b. Satisfied
c. Neutral
d. Dissatisfied
e. Highly dissatisfied

Cumulative
Frequency Percent Valid Percent Percent

Valid Dissatisfied 14 14.0 14.0 14.0

Highly dissatisfied 10 10.0 10.0 24.0

Highly satisfied 25 25.0 25.0 49.0

Neutral 33 33.0 33.0 82.0

Satisfied 18 18.0 18.0 100.0

Total 100 100.0 100.0

Data Analysis: From the survey, it was found that 33% retailers are Neutral with the pricing of
Amul products and 25% retailers are Highly satisfied with the pricing of Amul products.

Data Interpretation: From the given data analysis, it can be interpreted that most of the retailors
are happy and satisfied with the pricing policy adopted by the company.

54
 Q-10 How is the replacement procedure of unsold stocks?
a. Excellent
b. Good
c. Fair
d. Poor
e. Very poor

Cumulative
Frequency Percent Valid Percent Percent

Valid Excellent 33 33.0 33.0 33.0

Fair 15 15.0 15.0 48.0

Good 17 17.0 17.0 65.0

Poor 10 10.0 10.0 75.0

Very poor 25 25.0 25.0 100.0

Total 100 100.0 100.0

Data Analysis: From the survey, it was found 33% of retailers say that the replacement procedure
of unsold stocks is Excellent and 25% of retailers say that the replacement procedure of unsold
stocks is Very poor.

Data Interpretation: From the given data analysis, it can be interpreted that most of the retailors
are satisfied with the replacement procedure of unsold stocks.

55
 Q-11 The profit margin on the Amul products (Beverage, Ghee, Cheese, Chocolate) with respect
to it’s competitors is
a. Very high
b. High
c. Equal
d. Low
e. Very low

Cumulative
Frequency Percent Valid Percent Percent

Valid Equal 17 17.0 17.0 17.0

High 27 27.0 27.0 44.0

Low 20 20.0 20.0 64.0

Very high 26 26.0 26.0 90.0

Very low 10 10.0 10.0 100.0

Total 100 100.0 100.0

Data Analysis: From the survey, it was found 27% of retailers say that the profit margin on
Amul products is High with respect to it’s competitors and 26% of retailers say that the
profit margin on Amul products is Very high with respect to its competitors.
Data Interpretation: From the given data analysis, it can be interpreted that most of the
retailors are happy and satisfied with the profit margin which they get by selling the Amul
products in comparison to the products offered by the competitors of Amul products.

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 Q-12 The quality of the Amul products (Beverage, Ghee, Cheese, Chocolate) with
respect to it’s competitors is
a. Excellent
b. Good
c. Fair
d. Poor
e. Very poor

Cumulative
Frequency Percent Valid Percent Percent

Valid Excellent 34 34.0 34.0 34.0

Fair 15 15.0 15.0 49.0

Good 20 20.0 20.0 69.0

Poor 11 11.0 11.0 80.0

Very poor 20 20.0 20.0 100.0

Total 100 100.0 100.0

Data Analysis: From the survey, it was found 34% of retailers say that the quality of Amul products
is Excellent with respect to it’s competitors and 20% of retailers say that the quality is good with
respect to it’s competitors.
Data Interpretation: From the given data analysis, it can be interpreted that the quality of Amul
products is superior with respect to its competitors according to the most of the retailors.

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 Q-13 The demand of the Amul products (Beverage, Ghee, Cheese, Chocolate) with respect to it’s
competitors is
a. Very high
b. High
c. Equal
d. Low
e. Very low

Cumulative
Frequency Percent Valid Percent Percent

Valid Equal 19 19.0 19.0 19.0

High 20 20.0 20.0 39.0

Low 10 10.0 10.0 49.0

Very high 33 33.0 33.0 82.0

Very low 18 18.0 18.0 100.0

Total 100 100.0 100.0

Data Analysis: From the survey, it was found 33% of retailers say that the demand of the Amul
products is Very high with respect to it’s competitors and 20% of retailers say that the demand of
the Amul products is High with respect to it’s competitors.

Data Interpretation: From the given data analysis, it can be interpreted that the demand of Amul
products is more in comparison to its competitors.

58
Q 14) Overall how much rating you will give to Amul distribution services?
a. 1
b. 2
c. 3
d. 4
e. 5

Cumulative
Frequency Percent Valid Percent Percent

Valid 1 6 6.0 6.0 6.0

2 16 16.0 16.0 22.0

3 17 17.0 17.0 39.0

4 30 30.0 30.0 69.0

5 31 31.0 31.0 100.0

Total 100 100.0 100.0

Data Analysis: From the survey, it was found that 31% retailers give 5 ratings to the Amul distribution
services and 30% retailers give 4 ratings to the Amul distribution services.
Data Interpretation: From the given data analysis, it can be interpreted that most of the retailors give 5star
ratings to the Amul distribution services.

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 RETAIL GAP ANALYSIS
The gap is the difference between the estimated actual sale and its estimated potential sale.
In shorts GAP equals to OPPORTUNITY
The foremost objective of the project was to identify the outlets where the beverages are
not available and also to identify the opportunities for the beverage range.

From the sample taken above it was observed that:

 The gap for amul all beverage product:

YES 30%
NO 70%

There were approximately (30%) outlets where the all the beverage range of amul was not
available, so it can be said that a large portion of the market are having gaps where there is
the opportunity for our product.
Out of those 30% outlets approximately 75% of them were having VISI cooler installed.

 Is there any VISI cooler:

YES 84%
NO 16%

From total outlets which have been covered in the market there were approximately 84% of
outlets have installed VISI cooler of either Coca-Cola or PepsiCo so it’s great opportunity for
the amul to place their product to such outlets.

 Having Amul deep freezer:

YES 2%
NO 98%

Only 2% of the outlets were having deep freezer of Amul which is very less in comparison to
the deep freezer of other competitor.
This is one of the biggest reason for the gaps in the markets for frozen products.

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 Amul milk outlet:
YES 45%
NO 55%

55% of the outlets were not having proper availability of the milk which is the core product,
out of those 55% some of the outlets are not interested in milk because they are in rural
area and the demand for the milk is very less in such areas and some of them do not stock
because of the less margin.
Instead of these issues there are several gap points which can be filled by supplying the milk
on the outlets who are having demand.
Over all we can say that there are approximately 25% of the outlets were having
opportunity for milk.

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 FINDINGS
A-Retail Gap Findings:
1. Approximately 30% of the outlets were not having proper availability of all the
beverage range and out of those 30% 75% of them were having installed visi
cooler.
2. Very few of the outlets were having amul deep freezer which can be a big reason
for low sale of frozen foods.
3. 25% of the outlets are still having gaps for pouch milk, this opportunity can be avail
if the supply is increased.
4. An average 25% of the outlets were having demand for the beverage.

Observations and Findings:

Observation:
The key observations are as follows:
1. The replenishment of orders is about 64% which is average.
2. About 40% of the Amul parlour and retailers says that often damaged materials came to them
3. The schemes/ discounts are often given by distributors to the retail stores.
4. The availability and product quality of Amul products is good
5. The satisfaction level of customers of Amul parlours and retail stores is good.
6. The replacement of defective material is poor and also the process is very complicated.
7. The damage material often came about 79% which is due to improper handling by distributors.

Findings:
1. 27% of retailers are Satisfied with the Amul’s products distribution to the
retail outlets.
2. 30% of retailers face the problem of Unavailability of products from the
distributor’s side
3. 29% retailers say that Daily a sales person visit at their store for taking
the orders.
4. 31% retailers receive the orders within 2-3 days which they had placed.
5. 48% retailers don’t face any problem while returning the expired stocks.
6. 38% retailers say that the replacement procedure of expired stocks is Fair.
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 7. 29% retailers are satisfied with the schemes and other benefits provided
by the company.
8. 27% retailers are satisfied with the promotion policies adopted by the
company.
9. 33% retailers are Neutral with the pricing of Amul products.
10.33% retailers say that the replacement procedure of unsold stocks is
Excellent.

11. Most of the Amul retail outlets are not interested in running them for longer period due to very low
margins.
12. The sales of Amul product is average round the year.
13. The full varieties of Amul products are almost as par customers need.
14. Retailers want more margins from Amul.
15. People were highly satisfied with product quality of Amul.
16. Distributors could not provide all type of varieties because of less stock.
17. Due to negligence of the company the customers of Amul are shifting towards other company
18. More preference should be given to retail outlets as within the prescribed 1 km radius other retailers
also provide Amul products.

63
 CONCLUSION
From the information collected above it has been concluded that the overall performance of
the Amul is above average in the market. The pricing policy of the company is fair and stable
and the quality of the products are superior. The distribution network of the company is also
performing well there were majority of outlets which have given positive response regarding
distribution and supply of products. There were some of the outlets which were dealing with
the problem of unavailability of the product but that can be filled if some steps can be
taken. The margin on the Amul products is less but the retailor then also keep product the
demand is high and they can recover their profit by selling at large scale. The margin on the
Amul products is maximum as compared to the other brand and also the demand for the
Amul products are increasing day by day and it is expected that in this upcoming winter the
sale of the Amul products will move further upwards.
Amul is having monopoly because of the quality and its pricing policy
demand is always remain at top level this is also reason for the gaps at some points in the
market.

64
 LIMITATIONS
 The training was for short period of time that is why it was not possible to
carry detailed survey.
 The sample size was limited.
 This study is limited to the region of Varanasi only
 Behaviour of the some of the respondent was not positive.

65
 Suggestions/Recommendations:

This industry is most competitive industry; there are large numbers of competitors in this field. In
such condition a small loop may create a big problem so only a detained study and fully fledged
effort can help in good sales to capture the market. Four things are necessary to improve the sales
in the sub city:
1. Service
2. Advertisement
3. Replacement policy
4. Proper distribution
5. Special attention

1. Service
It is the critical factor in the success of any brand. There is no doubt that Amul services are good but it
needs little more improvement to completely capture the market.
2. Advertisement:
This is the most important factor that affects both the sales as well as the consumers’ attention. Amul
has to take aggressive advertising centered specially for its parlours and outlets.
3. Replacement policy
Amul is already blamed for poor replacement policy; it has to give certain kind of replacement policy to
make its product more acceptable to the parlours and outlets.
4. Distribution
The replenishment is average and often damaged material came on account of improper handling
by distributors due to this parlours find it difficult to retain the customer. The number of
distributor operating in an area also very low in number which also adds to improper
distribution.
5. Special attention
The priority should be given to Amul parlours and outlets as compared to other retailers who also keep
products of Amul. Many a times it happens that outlets are not having the product but other
retailers are having the product.

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 ANNEXURE

Q-1 How much you are satisfied with the Amul's products distribution to the retail outlet?

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

Q-2 Which type of problem do you face from the distributor's side?

a) Unavailability of products
b) Lack of advertisements
c) Irregularity of sales person
d) Irregularity in getting the supply
e) Others

Q-3 When sales person visit at your store for taking the orders?

a) Daily
b) Within 2-3 days
c) Within 4-5 days
d) Weekly
e) Infrequently

67
Q-4 After how many days you receive the orders which you had placed?

a) Within a day

b) Within 2-3 days

c) Within 4-5 days

d) Within a week

e) More than a week

Q-5 Do you face any problem while returning the expired stocks ?

a) Yes

b) No

c) Sometimes

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Q-6 How is the replacement procedure of expired stocks?

a) Excellent

b) Good

c) Fair

d) Poor

e) Very poor

Q-7 How much you are satisfied with the schemes and other benefits provided by the company?

a) Highly satisfied

b) Satisfied

c) Neutral

d) Dissatisfied

e) Highly dissatisfied

Q-8 How much you are satisfied with the promotion policies adopted by the company?

a) Very satisfied

b) Satisfied

c) Neutral

d) Dissatisfied

e) Very dissatisfied

69
Q-9 How much you are satisfied with the pricing of Amul

products? a¶ Highly satisfied

b¶ Satisfied

c¶ Neutral

d¶ Dissatisfied

e¶ Highly dissatisfied

Q-10 How is the replacement procedure of unsold stocks?

a) Excellent

b) Good

c) Fair

d) Poor

e) Very poor

Q-11 The profit margin on the Amul products (Beverage, Ghee, Cheese, Chocolate) with
respect to it's competitors is

a) Very high

b) High

c) Equal

d) Low

e) Very low

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Q-12 The quality of the Amul products (Beverage, Ghee, Cheese, Chocolate)
with respect to it's competitors is

a) Excellent

b) Good

c) Fair

d) Poor

e) Very poor

Q-13 The demand of the Amul products (Beverage, Ghee, Cheese, Chocolate) with respect to it's
competitors is

a) Very high

b) High

c) Equal

d) Low

e) Very low

Q- 14 Overall how much rating you will give to Amul distribution services

a) 1

b) 2

c) 3

d) 4

e) 5

71
 BIBLIOGRAPHY
http://www.amul.com
http://www.indianmirror.com/indian-industries/dairy.html
https://www.imarcgroup.com/dairy-industry-in-india
https://www.marketing91.com/top-11-amul-competitors
https://www.marketing91.com/swot-analysis-amul

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 Britannia
SKU Weight Price
Sandwhich 100g 10
Sandwhich 200g 20
Sandwhich 300g 30
Sandwhich 400g 40
Sandwhich 600g 55
Brown 175g 20
Brown 350g 40
Atta Bread 350g 40

Milkmade
SKU Weight Price
Star 90g 11
Sandwhich 200g 20
Sandwhich 400g 35
Makhan Malai 300g 30
Atta Bread 300g 30
Uncle ji 450g 40

Kalory
SKU Weight Price
M3 millenium 100g 11
Royal 200g 20
Oven Fresh 300g 30
Sandwhich(Italian Bake) 300g 30
Sandwhich(Italian Bake) 400g 40
Bake Bread 550g 50
Platinum Fruit & Fun 300g 30
Makhan Malai 300g 30
Makhan Malai 550g 50

Gomti
Sandwhich 180g 20
Sandwhich 500g 50
Brown 225g 30

Good Morning
Mini Family 100g 12
Sandwhich 200g 23
Milk Malai 400g 40

80
 English Oven
SKU Weight Price
Daily White Bread 300g 25
Milk Bread 400g 50
Brown 400g 55
Whole Wheat 400g 55
Multi Grain 400g 70

Nova
SKU Weight Price
Lite Butter 100g 10
Merrie more the merrier 200g 20
Milky Bread 450g 40
Sunshine Avon 550g 60
Malai bread 300g 30
Atta Bread 250g 30

Indiana
SKU Weight Price
Daily Bread 90g 10

Day Spring
mini Sandwhich 100g 12

Awadh
Awadh 90g 10

Moon Bakers
Crust free 500g 68

Indiana
SKU Weight Price
Daily Bread 90g 10

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82
Sandwhich 200g 20
white Bread 300g 30
Butter Cream Bread 350g 40
Crust free Bread 300g 70
Brown 300g 30
Brown 350g 40
Dudh Malai 350g 40

Bran O
Milk Bread 270g 35

Harvest Gold
SKU Weight Price
Sandwhich 450g 40
White Bread 600g 55
Brown 400g 55

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Sandwhich 200g 20
white Bread 300g 30
Butter Cream Bread 350g 40
Crust free Bread 300g 70
Brown 300g 30
Brown 350g 40
Dudh Malai 350g 40

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