PREPARED BY SANJEET PATNAYAK

1. SUMMER TRAINING PROJECT
AT G.C.M.M.F. (AMUL SAGAR)
CONSUMER BUYING BEHAIVOUR MAPPING
WITH RESPECT TO AMUL MILK
PRESENTED BY:-
SANJEET PATNAYAK
MBA II YEAR

2. WHITE REVOLUTION (1946)
26 November 1921
Calicut, Madras
Presidency, British
Born
India
(now Kozhikode,
Kerala)
9 September 2012
(aged 90)
Died
Nadiad, Gujarat,
India
Cause of death Illness
Nationality Indian Dr.Verghese
Other names "Milkman of India"
Kurien
“PROFIT GOES TO FARMERS AND NOT TO MIDDLE MAN”

3. INTRODUCTION
AMUL (ANAND MILK UNION
LIMITED) formed in 1946, is a diary
cooperative movement in India.
brand name managed by GCMMF
owned by approx 2.6 million milk
producers in Gujarat India

4. VISION
GCMMF will be an outstanding marketing
organization,with specialization in marketing of food and
dairy products both fresh and long life with customer
focus and IT integrated. The network would consist of
over 100 offices, 7500 stockiest covering at least every
Taluka. Head quarter servicing nearly 10 lakh outlets
with a turnover of Rs.10,000 Cr and serving several co-
operatives. GCMMF shall also create markets for its
products in neighboring countries.

5. MISSION
GCMMF endeavor to satisfy the taste and
nutritional requirements of the customer
of the world through excellence in the
marketing by our committed team.
Through co-operative networking, we are
committed to offering quality product that
provides best value for money.

6. GCMMF :- Some facts
Year of Establishment 1973
17 District Cooperative Milk Producers' Unions (16
Members
Members & 1 Nominal Members)
No. of Producer Members 3.18 Million
No. of Village Societies 16,117
Total Milk handling capacity per day 13.67 Million litres per day
Milk Collection (Total - 2011-12) 3.88 billion litres
Milk collection (Daily Average 2011-12) 10.6 million litres (peak 13 million)
Milk Drying Capacity 647 Mts. per day
Cattlefeed manufacturing Capacity 3690 Mts. per day
Sales Turnover -(2011-12) Rs. 11668 Crores (US $2.5 Billion)

7. AREAS OF OPERATION
Besides India, AMUL has entered
overseas markets such as Mauritius,
UAE, USA, Bangladesh, Australia, China,
Singapore, Hong Kong and a few South
African nations.
Other potential markets being considered
include Sri Lanka.

8. SALES TURNOVER
Sales Turnover Rs (million) US $ (in million)
1994-95 11140 355
1995-96 13790 400
1996-97 15540 450
1997-98 18840 455
1998-99 22192 493
1999-00 22185 493
2000-01 22588 500
2001-02 23365 500
2002-03 27457 575
2003-04 28941 616
2004-05 29225 672
2005-06 37736 850
2006-07 42778 1050
2007-08 52554 1325
2008-09 67113 1504
2009-10 80053 1700
2010-11 97742 2172
2011-12 116680 2500

9. LIST OF PRODUCT
MARKETED
Bread spreads
• Amul Butter
• Amul Lite Low Fat Breadspread
• Amul Cooking Butter
Cheese Range
• Amul Pasteurized Processed Cheddar Cheese
• Amul Processed Cheese Spread
• Amul Pizza (Mozarella) Cheese
• Amul Shredded Pizza Cheese
• Amul Emmental Cheese
• Amul Gouda Cheese
• Amul Malai Paneer (cottage cheese), Frozen, Refrigerated and Tinned
• Utterly Delicious Pizza

10. Mithaee Range (Ethnic sweets)
• Amul Shrikhand (Mango, Saffron, Almond Pistachio, Cardamom)
• Amul Amrakhand
• Amul Mithaee Gulabjamuns
• Amul Mithaee Gulabjamun Mix
• Amul Mithaee Kulfi Mix
• Avsar Ladoos
Pure Ghee
• Amul Pure Ghee
• Sagar Pure Ghee
• Amul Cow Ghee

11. Fresh Milk
 Amul Taaza Toned Milk 3% fat
 Amul Gold Full Cream Milk 6% fat
 Amul Shakti Standardized Milk 4.5% fat
 Amul Slim & Trim Double Toned Milk 1.5% fat
 Amul Saathi Skimmed Milk 0%
 Amul Cow Milk
Infant Milk Range
• Amul Infant Milk Formula 1 (0-6 months)
• Amul Infant Milk Formula 2 (6 months above)
• Amulspray Infant Milk Food

12. OTHER RANGE OF PRODUCTS
 MILK POWDER
 Sweetened Condensed Milk
 Curd Products
 Amul Ice creams
 Chocolate & Confectionery
 Brown Beverage
 Milk Drink
 Health Beverage
 Ready to Serve Soups
 Recently launched
• Amul Ganthiya

13. REASON TO CHOOSE
As Gujarat Cooperative Milk Marketing Federation
Ltd. (GCMMF), is India's largest food product marketing
organisation with annual turnover (2011-12) US$ 2.5 billion.
Its daily milk procurement is approx 13 million lit (peak
period) per day from 16,117 village milk cooperative societies,
17 member unions covering 24 districts, and 3.18 million
milk producer members thats why I have chosen this
company.
The consumer plays an important part in any organisation
thus a study on consumer buying behaviour would be a great
learning from this project.
I always wanted to work in F.M.C.G. sector related to
market work. This project helped me to study the consumer
buying behaviour of a huge F.M.C.G. Brand i.e. Amul as it is
a growing company it helped me to get a gist of this sector.

14. Objective of the project
Primary Objective:
To know the awareness level among the consumer for the
“Amul Milk.”
To find out the causes of buying the “Amul Milk.”
Secondary Objective :
To find out the causes of not buying the “Amul Milk.”
To know the awareness level of Amul Gold & Amul
Double Toned milk
To study the usage pattern and buying behavior of “Amul
Milk.”

15. Purpose of project
The main aim of the study was to find the
consumer buying behaviour of Amul Milk.
To know the consumer satisfaction level.
To know the consumer response to the
quality of the product.
To know the competitors position in
Nagpur market.
To collect the valuable suggestions of the
consumer in terms of quality of product
and services of AMUL.

16. Business strategy of Amul

17. SWOT ANALYSIS

18. STRENGTH

19. WEAKNESS

20. OPPORTUNITIES

21. THREATS

22. COMPETITORS
HALDIRAMS
DINSHAWS
AREY
MAHANAND
REAL DUDH
SHREESURYA

23. ANALYSIS & FINDINGS
During the first seven days of the project I have
daily visited at 4.30 a.m. morning to the
distribution place of AMUL milk at MEDICAL
SQUARE, Nagpur to know all the activities takes
place regarding to the distribution of milk.
During fifteen days I have done survey by filling
up scheduled questionnaire carried out at
MEDICAL SQUARE retail outlets , sweet
marts , tea stalls Newspapers Stalls.

24. ANALYSIS & FINDINGS
Thirty days convenience to the retailers , sweet mart
holders tea stallholders , Newspapers stall holder to
keep the AMUL milk & milk products for the sale in their
outlets , by visiting their outlet as per the particular areas
given to me by my external guide (AMUL Sr sales
executive).
During eight day we have done group activity like
distribution of boarder , sticker of AMUL ads , posters as
well as publicity of AMUL product at the retail outlet. We
have also distributed discount coupon to the customer to
increase sale.

25. Limitations of the Study
Limited time available for interviewing the respondents.
As a result of this it was not possible to gather full
information about the respondents.
The respondents were not very comfortable while
revealing their correct usage pattern, no cause they may
feel that they would be called or visited again and again.
Non-cooperative approach and rude behavior of the
respondents.
Language barrier
The time constraint was a major limitation to the study.

26. FINDINGS
During the survey, it was found that the market share was approximately
70%.
It was found that Amul Taaza is the most preferred brand of Amul Milk.
It was found that consumers buy Amul Taaza more than Amul Gold.
Generally people buy the product because of better quality and brand name.
During the survey, it was found that still there consumer that are unaware
about the “Amul Gold Milk.”

27. FINDINGS
The awareness of Amul Gold Milk was because of Shopkeepers.
The price of the "Amul Gold Milk" is Comparatively high as compare
to products of other company of same quality.
Generally people do not buy" Amul Gold Milk" because of higher
price and because Amul Gold is Buffalo Milk which is not been
preferred to give to the infants.
The awareness of "Amul Double Tonned Milk" was Zero.
Advertisement should be given to increase the level of awareness
and sale of the product.

28. SUGGESTIONS
The price of Amul Gold Milk is high as compared to other
brands of same quality(higher fat percentage). So the
price should be decreased to increase the sale of the
product.
The G.C.M.M.F. should advertise for the product to
increase the awareness level and sales of the products
specially for Amul Double Toned milk.
The G.C.M.M.F. should launch beneficial schemes for
the retailers.

29. CONCLUSION
 From the survey it was found that the
awareness level among the customer is high
but the market share is comparatively low.
 The consumer buying of Amul milk because of
its Brand name and better taste. Some
consumer are unaware of Amul Gold Milk.
 The awareness level of Amul Double Toned
Milk is zero.
 Consumer do not buy Amul Gold Milk mainly
due to higher price of the same category of
milk.

30. THANKYOU