The document discusses a project report on comparing the marketing strategies of Amul Mithai mate and Nestle Milkmaid. It includes an introduction, literature review on Amul and its history and products, research methodology used in the study, data analysis and findings, and conclusions. The report was submitted by Abhishek Gupta to Dr. C.V. Raman University in partial fulfillment of an MBA degree.

2. A Project Report on Marketing Strategies on Comparative Analysis
of Amul Mithai mate as compare of Nestle Milkmaid
“GUJARAT CO-OPERATIVE MILK MARKETING FEDERATION LTD.
Submitted in Partial fulfillment of the requirements for the award of Degree
Master of Business Administration
(MBA)
BY
ABHISHEK GUPTA
Dr. C.V.RAMAN UNIVERSITY KARGIROAD KOTA, BILASPUR
Batch: 2012-2014

3. A STUDY ON
Marketing Strategies on Comparative Analysis of Amul Mithai mate
as compare of Nestle Milkmaid
“GUJRAT CO-OPERATIVE MILK MARKETING FEDERATION LTD.
Submitted in Partial fulfillment of the requirements for the award of Degree
Master of Business Administration
(MBA)
Dr. C.V.RAMAN UNIVERSITY KARGIROAD KOTA, BILASPUR
Batch: 2012-2014
GUIDED BY
Mr- VIVEK BAJPAI
H.O.D. (DEPARTMENT OF MANAGEMENT)
Dr. C.V.RAMAN UNIVERSITY
BILASPUR (C.G.)
SUBMITTED BY
ABHISHEK GUPTA
STUDENT
Dr. C.V.RAMAN UNIVERSITY
BILASPUR (C.G.)

4. CERTIFICATE
This is to certify that the project report on Marketing Strategies on Comparative Analysis
of Amul Mithai mate as compare of Nestle Milkmaid done by ABHISHEK GUPTA
Submitted in the partial fulfillment of the requirement for the award of the degree of
MASTER OF BUSINESS ADMINISTRATION.

5. GUIDE CERTIFICATE
This is to certify that Mr. Abhishek Gupta is a Regular Student in MBA subject
Management of Dr. C.V.Raman University, has completed this dissertation entitled
“Marketing Strategies on Comparative Analysis of Amul Mithai mate as compare of
Nestle Milkmaid” under my supervision in session 2013-2014
GUIDED BY
Mr- VIVEK BAJPAI
H.O.D. (DEPARTMENT OF MANAGEMENT)
Dr. C.V.RAMAN UNIVERSITY
BILASPUR (C.G.)

6. DECLERATION
I Abhishek Gupta have completed the Report of Marketing Strategies on Comparative
Analysis of Amul Mithai mate as compare of Nestle Milkmaid, under the guidance of Mr.
Nitish Ojha in the partial fulfillment of the requirement for the award of MASTERS OF
BUSINESS ADMINISTRATION Amul Bilaspur. This is original piece of work which
has not been copied.
(
)
Signature of the student

7. ACKNOWLEDGEMENT
With immense pleasure, I would like to present this project report for AMUL
“GUJRAT CO-OPERATIVE MILK MARKETING FEDERFATION. It has been an
enriching experience for me to undergo my summer training at AMUL, which would not
have possible without the goodwill and support of the people around. As a student of Dr.
C.V.RAMAN UNIVERSITY KARGIROAD KOTA BILASPUR, I would like to express
my sincere thanks to all those who helped me during my practical training programme.
Words are insufficient to express my gratitude toward Mr. Nitish Ojha, the
Depo Incharge of AMUL Bilaspur. who helped me at every step whenever needed.
At last but not least my grateful thanks is also extended to Prof. Vivek Bajpai
(Head Of Department of Management) and my thanks to all my faculty members for the
proper guidance and assistance extended by them. I am also grateful to my parents, friend
to encourage & giving me moral support.
However, I accept the sole responsibility for any possible error of omission
and would be extremely grateful to the readers of this project report if they bring such
mistakes to my notice.
Above all, I would like to thank the Almighty God without whom this work
could never have been completed.
ABHISHEK GUPTA

8. PREFACE
Today the business environment is rapidly changing in this competitive
environment the popular trend is also striving for maintaining its positions therefore it
become essential for the companies that they should know about their preference & taste.
Regarding a particular product it is of almost necessary to know the consumers
satisfaction to the value offered by the company in case of dissatisfactory result it is
essential to as certain whether the dissatisfaction is for entire product or part of it is and
what value do the consumers expect from it?
The research will provide the relevant information to the organization about
consumer’s attitude towards there products & services.
The research work is sincere effort to find out the ultimate requirement of
consumers for the betterment of research as well as the organization.
In today’s globalize world, where cutthroat competition is prevailing in the market,
theoretical knowledge is not sufficient. Beside this one need to have practical knowledge,
which would help an individual in his/her carrier activities and it is true that “Experience
is best teacher”.

9. EXECUTIVE SUMMARY
The main objective of summer training was given by the Management of Amul.
The objective was “Marketing Strategies on Comparative Analysis of Amul Mithai mate
as compare of Nestle Milkmaid,”
I started my summer training on 1st of June. And during summer training I had to
report at the organization at sharp 10:30am and was asked to work till 5:00 pm. First 15
days I spent on various marketing activities like I had visited near about 350 retail shops
to know there view & consumer behaviour towards Amul Products.
And also collects detail about the competitors there offers & profit margin.
And then at last I worked with questionnaire a sample size of 100 respondents was
taken for the study whose responses were studied and interpreted .The sampling design
was used convenience sampling. The process of analysis was done through excel work
sheets.
During the preparation of questionnaire I faced difficulties regarding the selection
of questions and in collection of the data I found some difficulties like the customers had
no time to give.
There is one thing that I have found that the peoples working at AMUL are very
much helpful in all areas. Every time they come to me and told me that they are available
at any time for me for anything, which really boost me and motivates me towards my
goal and objectives. The culture of AMUL is very much friendly.
I completed my project on 20 August & during the project I have achieved my all
objectives of my project.

10. LIST OF CONTENTS
CHAPTER 1 INTRODUCTION
1.1 What is market.................................................................1
1.2 Amul Evalution of Market Strategy2
CHAPTER 2 REVIEW OF LITRATURE
2.1 Company History.........4-8
2.2 Awards…………...9
2.3 Contests9
2.4 Plants10-11
2.5 Board Members ................................................................................12
2.6 Amul Relief Trust13
2.7 Organization of Amul14
2.8 Amul Parlous15
2.9 Mission & Vision16
2.10 Amul in Aboard............................................................................ 17
2.11 Products.....................................................................................18-20
2.12 Product Portfolio21
2.13 Marketing segmentation22-24
2.13.1 Customer Based
2.13.2 Market Based
2.14 Taste of Competition................................................................25-36
2.15 Market analysis & Type of industry...............................................37
2.16 Product Analysis38
2.17 4 PS................................................................................................39
2.18 3 C s....41
2.19 Consumer behavior & Customer Satisfaction43
2.20 Consumer behavior & Marketing Management43

11. 2.21 Diversity of Consumer behavior.................................................... 44
2.22 Concept & Need For Studying Consumer behavior44
2.23 Consumer Decision Making Process45
2.24 Factor Influencing Buying behavior45
CHAPTER 3 RESEARCH METHODOLOGY
3.1 Research Methodology...........…........................................................47
3.2 Objective Of Research .......................................................................47
3.3 Research & Sampling Design............................................................48
3.4 Place Of Study...................................................................................49
3.5 Source Of Data...................................................................................50
3.6 Analysis Technique ...........................................................................50
3.7 Sampling.............................................................................................51
3.8 Field work- method used for data collection.....................................51
3.9 Marketing Research & Defination................................................... 52
3.10 Steps Involving In Marketing Research......................................... 52
CHAPTER 4 DATA ANALYSIS & INTERPRETATION
4.1 DATA ANALYSIS AND INTERPRETATION ……………....57-72
CHAPTER 5 FINDINGS, SUGGESTION, LEARNINGS
AND CONCLUSION
5.1 Findings.....................74
5.2 Suggestions........75
5.3 Learning’s........................................................................................76
5.4 Conclusion........................................................................................77

12. CHAPTER 6 SWOT ANALYSIS
6.1 Swot Analysis............................................................................79-80
ANNEXURE
BIBLIOGRAPHY

13. CHAPTER 1
INTRODUCTION

14. 1
INTRODUCTION
1.1 What is Market ?
Usually, Market means a place where buyer and seller meets together in order to carry on
transactions of goods and services.
But in Economics, it may be a place, perhaps may not be. In Economics, market can exist
even without direct contact of buyer and seller. This fact can be explained with the help
of the following statement.
Marketing Strategy
Marketing Strategy is defined by David Aaker as a process that can allow an organization to
concentrate its resources on the optimal opportunities with the goals of increasing sales
and achieving a sustainable competitive advantage.
Marketing strategy includes all basic and long-term activities in the field of marketing
that deal with the analysis of the strategic initial situation of a company and the
formulation, evaluation and selection of market-oriented strategies and therefore
contribute to the goals of the company and its marketing objectives.

15. 2
1.2 Amul - Evolution of Marketing Strategy
Amul is the largest co-operative movement in India and as the country's largest food
company, is the market leader in butter, whole milk, cheese, ice cream, dairy whitener,
condensed milk, saturated fats and long life milk.
Amul follows a unique business model, which aims at providing 'value for money'
products to its consumers, while protecting the interests of the milk-producing farmers
who are its suppliers as well as its owners. In butter, cheese and saturated fats, Amul has
remained the undisputed market leader since its inception in 1955, by offering quality
products at competitive prices. In other categories, Amul has nullified its late mover
disadvantage through aggressive pricing, better quality, innovative promotion, and
superior distribution.

16. CHAPTER 2
REVIEW OF
LITRATURE

17. 4
2.1 COMPANY HISTORY
In the year 1946 the first milk union was established. This union was started
with 250 liters of milk per day. In the year 1955 AMUL was established. In the
year 1946 the union was known as KAIRA DISTRICT CO-OPERATIVE
MILK PRODUCERS’ UNION. This union selected the brand name AMUL in
1955.
The brand name Amul means “AMULYA”. This word derived form 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. Amul Butter, Amul Milk Powder, Amul
Ghee, Amulspray, Amul Cheese, Amul Chocolates, Amul Shrikhand, Amul Ice
cream, Nutramul, Amul Milk and Amulya have made Amul a leading food
brand in India. (The total sale is Rs. 6 billion in 2005). 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 (Generally known as “ANAND PATTERN”).
In the early 40’s, the main sources of earning for the farmers of Kaira district
were farming and selling of milk. That time there was high demand for milk in
Bombay. The main supplier of the milk was Polson dairy limited, which was a
privately owned company and held monopoly over the supply of milk at
Bombay from the Kaira district. This system leads to exploitation of poor and
illiterates’ farmers by the private traders. The traders used to beside the prices of
milk and the farmers were forced to accept it without uttering a single word.
However, when the exploitation became intolerable, the farmers were frustrated.
They collectively appealed to Sardar Vallabhbhai Patel, who was a leading
activist in the freedom movement. Sardar Patel advised the farmers to sell the
milk on their own by establishing a co-operative union, Instead of supplying
milk to private traders. Sardar Patel sent the farmers to Shri Morarji Desai in
order to gain his co-operation and help. Shri Desai held a meeting at Samarkha

18. 5
village near Anand, on 4th January 1946. He advised the farmers to form a
society for collection of the milk.
These village societies would collect the milk themselves and would decide the
prices at which they can sell the milk. The district union was also form to
collect the milk from such village co-operative societies and to sell them. It was
also resolved that the Government should be asked to buy milk from the union.
However, the govt. did not seem to help farmers by any means. It gave the
negative response by turning down the demand for the milk. To respond to this
action of govt., the farmers of Kaira district went on a milk strike. For 15 whole
days not a single drop of milk was sold to the traders. As a result the Bombay
milk scheme was severely affected. The milk commissioner of Bombay then
visited Anand to assess the situation. Having seemed the condition, he decided
to fulfill the farmers demand.
Thus their cooperative unions were forced at the village and district level to
collect and sell milk on a cooperative basis, without the intervention of

19. Government. Mr. Verghese Kurien showed main interest in establishing union
6
who was supported by Shri Tribhuvandas Patel who lead the farmers in forming the Cooperative unions at the village level. The Kaira district milk producers union was thus
established 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.

20. Moreover the Amul union has achieved the prestigious ISO 9001-2000 and
HACCP Certificate and effects are got to obtain ISO 14000.

21. 7
At the initial stage only 250 liters of milk was collected everyday. But with the
growing awareness of the benefits of the cooperativeness, the collection of milk
increased. Today Amul collect 11 lakhs liters of milk everyday. Since milk was
a perishable commodity it becomes difficult to preserve milk flora longer
period. Besides when the milk was to be collected from the far places, there was
a fear of spoiling of milk. To overcome this problem the union thought out to
develop the chilling unit at various junctions, which would collect the milk and
could chill it, so as to preserve it for a longer period. Thus, today Amul has
more than 150 chilling centers in various villages. Milk is collected from almost
1073 societies.
With the financial help from UNICEF, assistance from the govt. of New
Zealand under the Colombo plan, of Rs. 50 millions for factory to manufacture
milk powder and butter was planned. Dr.Rajendra Prasad, the president of India
laid the foundation on November 15, 1954. Shri Pandit Jawaharlal Nehru, the
prime minister of India declared it open at Amul dairy on November 20, 1955.

23. 8
PEOPLE POWER: Amul's secret of success
The system succeeded mainly because it provides an assured market at
remunerative prices for producers' milk besides acting as a channel to market
the production enhancement package. What's more, it does not disturb the agrosystem of the farmers. It also enables the consumer an access to high quality
milk and milk products. Contrary to the traditional system, when the profit of
the business was cornered by the middlemen, the system ensured that the profit
goes to the participants for their socio-economic upliftment and common
good.Looking back on the path traversed by Amul; the following features make
it a pattern and model for emulation elsewhere.
AMUL HAS BEEN ABLE TO:
Produce an appropriate blend of the policy makers farmers board of
management and the professionals: each group appreciating its rotes and
limitations,
Bring at the command of the rural milk producers the best of the technology and
harness its fruit for betterment.
Provide a support system to the milk producers without disturbing their agroeconomic systems,
Plough back the profits, by prudent use of men, material and machines, in the
rural sector for the common good and betterment of the member producers
Even though, growing with time and on scale, it has remained with the smallest
producer members. In that sense. Amul is an example par excellence, of an
intervention for rural change.

24. 9
2.2 AWARDS
• GCMMF has bagged award for excellent performance in exports of dairy
products for the year 2006-07 from APEDA. GCMMF has won the award for
11th time.
• Amul Pro-Biotic Ice-cream Got No. 1 Award At World Dairy Summit 2007.
• Ramkrishna Bajaj National Quality Award-2003.
• Amul - The Taste of India receives International CIO 100 Award for
Resourcefulness.
• Rajiv Gandhi National Quality Award–1999
• G.B.Birla award on 1999
• “Best Productivity” awarded for the second successive year 1986-87 by the
president of India, Mr. R. Venkatrao to kaira union on 1988.
• “Padmabhusan” award given to Shri T.K. Patel on 1964
2.3 CONTEST
Amul Music ka Maha MuQQabala 2009-10 Contest
Amul Star Voice of India
Amul Chief Of the Year, 2009 Contest
Amul Maharani contest ,2008-09
Amul Food Festival Contest
Slogan Likho Disneyland Dehko Contest
Amul Fly To Bangkok Contest

25. 10
2.4 PLANTS
First plant is at ANAND, which engaged in the manufacturing of milk, butter,
ghee, milk powder, flavored milk and buttermilk.
Second plant is at MOGAR, which engaged in manufacturing chocolate,
nutramul, Amul Ganthia and Amul lite.

26. 11
Third plant is at Kanjari, which produces cattelfeed

27. .
Fourth plant is at Khatraj, which engaged in producing cheese.
Today, twelve dairies are producing different products under the brand name
Amul. Today Amul dairy is no. 1 dairy in Asia and no. 2 in the world, which is
matter of proud for Gujarat and whole India.

28. 12
2.5 BOARD MEMBERS
Shri Vipulbhai M. Choudhary
Shri Dhirubhai Amarsinh Zala
Smt. Mansinh Kohyabhai Chauhan
Shri Maganbhai Gokalbhai Zala
Shri Shivabhai Mahijibhai Parmar
Shri Pravinsinh Fulsinh Solanki
Shri Chandubhai Madhubhai
Parmar
Shri Bhaijibhai Amarsinh Zala
Shri Bipinbhai Manishankar Joshi
Smt. Sarayuben Bharatbhai Patel
Shri Ranjitbhai Kantibhai Patel
Shri B. M. Vyas
Shri Deepak Dalal
Shri R.S. Sodhi
Chairman
Director
Director
Director
Director
Director
Director
Director
Director
Director
Director
Managing
Director
G.C.M.M.F
District
Registrar
Managing
Director

30. 13
2.6 AMUL RELIEF TRUST
A devastating earthquake (Richter scale – 7.9) hit Gujarat on 26th January 2001.
The epicenter of the quake was located in Kutch district. It caused death of
thousands of people, tens of thousands were injured, hundreds of thousands
were rendered homeless and damage of billions of Rupees was done.
GCMMF formed a specific organization named “Amul Relief Trust” (ART)
under the Chairmanship of Dr. V. Kurien in 2001 with a donation of Rs. 50
Millions for reconstruction of the school buildings damaged in the 2001
earthquake in the Kutch area.
The Trust reconstructed 6 schools damaged by the above earthquake at a cost of
Rs. 41.1 millions in Kutch area. Four of these schools started refunctioning from
the last two academic sessions and the other two schools from the current
session.
A school reconstructed by Amul Relief Trust in the earthquake affected Ratadia
Village in Mundra Taluka of Gujarat and a school reconstructed by Amul Relief
Trust in the earthquake affected Devpar Village in Mandvi Taluka of Gujarat.

31. 14
2.7 ORGANIZATION OF AMUL
Members
:
13 district cooperative milk
producers' Union
No. of Producer Members
:
2.79 million
No. of Village Societies
:
13,328
Total Milk handling capacity
:
11.22 million litres per day
Milk collection (Total - 2012-13)
:
3.05 billion litres
Milk collection (Daily Average 2012-13):
8.4 million litres
Milk Drying Capacity
:
626 Mts. per day
Cattlefeed manufacturing Capacity
:
3500 Mts per day
15
2.8 AMUL PARLOUR

32. Amul has recently entered into direct retailing through "Amul Utterly
Delicious" parlours created in major cities Ahmedabad, Bangalore, Baroda,
Delhi, Mumbai, Hyderabad and Surat. Amul has plans to create a large chain of
such outlets to be managed by franchisees throughout the country. We have
created Amul Parlours at some prominent locations in the country, which are
run by the company or its wholesale dealers:
1. Delhi Metro Rail Corporation
2. The Somnath Temple
3. National Institute of Design
4. Infosys Technologies in Bangalore, Mysore & Pune
5. Wipro campus in Bangalore
6. L.J. College, Ahmedabad
7. Ahmedabad Airport
8. Surat Municipal Corporation
9. Gujarat State Road Transport Corporation
10. Jubilee Mission Medical College, Trichur, Kerala
11 Sanjay Gandhi Hospital Parlours, Amethi

33. 16
2.9 MISSION & VISION
Vision:
Liberate our farmers from economic oppression and lead them to prosperity.
Mission 2020:
Dairy cooperatives of Gujarat turnover of Rs. 27000 crores by the year 2020
Objective:
Is to ensure that the maximum share of the consumer’s rupee goes back to the milk
producers

34. 17
2.10 AMUL IN ABROAD
Amul is going places. Literally. After having established its presence in China, Mauritius
and Hong Kong, Gujarat Cooperative Milk Marketing Federation (GCMMF), India’s
largest milk cooperative, is waiting to flood the Japanese market. Then, GCMMF is also
looking at Sri Lanka as one of its next export destinations. Amul products are already
available on shelves across several countries, including the US, China, Australia, West
Asian countries and Africa.
GCMMF recorded a turnover of Rs 2,922 crore last fiscal. Its products include pouch
milk, ultra heat treated (UHT) milk, ice-cream, butter, cheese and buttermilk. It 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 Product Exports for the last 11 years.
Amul is available today in over 40 countries of the world. They are exporting a wide
variety of products. The major markets are the US, West Indies, countries in Africa, the
Gulf region, and our Saarc neighbours, Singapore, Philippines, Thailand, Japan and
China. They have demonstrated that if a level playing field is granted, Indian dairy
products are successful in the global market. Growth in consumer pack exports has been
creditable and they have consolidated their exports.
The major export products are:
1 Consumer Packs
7 Amul Malai Paneer
2 Amul Pure Ghee
8 Amul UHT Milk (Long Life)
3 Amul Butter
9 Amul Gold Milk
4 Amul Shrikhand
10 Amul Taaza Double Toned Milk
5 Amul Mithaee Gulabjamun
11 Amul Taaza Double Toned Milk
6 Nutramul Brown Beverage
12 Amul Taaza Double Toned Milk

35. 18
2.11 AMUL PRODUCTS
For Coocking : Amul Mithai mate, Amul/Sagar Pure Ghee, Coocking butter, Amul
Malai, Utterly delicious pizza, Mithi Dahi, Pro-boitic dahi,
Bread Spreads : Amul butter,Amul lite ,Delicious Table Margarine,
Powder Milk : Amul spray infact milk,Amul instant full cream milk powder,Amul
dairy whitner,Sagar Tea coffee whitener,Sagar skimmed milk powder

36. 19
Cheese : Amul Pasteurized, Amul Cheese, Amul Cheese Spreads, Amul Emmwntal
Cheese, Amul Pizza Mozzarella Cheese, Gouda Cheese.
Desserts : Amul Ice Creams,Amul Shrikhand, Gulab Jamuns,Amul Chocalates,Amul
Basundi.
Fresh Milk : Amul fresh milk,Amul gold milk ,Amul Taaza double toned milk,Amul
lite slim &trim milk,Amul shakti cream toned milk,Amul Calci+,Amul butter

37. 20
Health Drink : Nutramul, Amul Shakti Health food drink
Milk Drinks : Amul Kool Millk Shaake, Amul Kool ,Amul Kool Cafe, Kool Koko,
Nutramul Energy Drink, Amul Kool Chocolate Milk, Amul Kool Flavoured Bottled
Milk, Amul Kool Flavored Tetra Pack, Amul Masti Spiced Buttermilk, Amul Lassee
Amul Kool Thandai

38. 21
2.12 AMUL – PRODUCT PORTFOLIO
Category
Market Share
Market Position
Butter, Ghee
85%
1
Milk Powder
40%
1
Cheese
50%
1
Ice-cream
24.75%
2
Sweets
50%
1
Chocolate Drink
90%
1
Chocolate
10%
3

39. 22
2.13 MARKET SEGMENTATION
2.13.1 Customer Based Market Segmentation
Kids
Amul Kool Chocolate Milk
Nutramul Energy Drink
Amul Kool Millk Shaake
Women
Amul Calci +
Youth
Utterly Delicious Pizza
Amul Emmental Cheese
Amul Cheese Spreadsv
Calorie Conscious
Amul Lite
Sagar Skimmed Milk Powder
Amul Lite Slim and Trim Milk
Health Conscious
Nutramul
Amul Shakti Health Food
Drink

40. 23
2.13.2 Industry Based Market Segmentation
Ice-cream Manufacturers
Restaurant/Food Chains
Coffee Shop Chains
Milk
Temples
Bakery & Confectionaries
Pizza Retailers
Snacks Retailers
Butter/Cheese/Ghee/Sweets

41. 24

42. 25
2.14 TASTE OF COMPETITION
•
BNZFL is a joint venture between Britannia Industries Ltd. and the Fonterra
Cooperative Group, New Zealand, a dairy cooperative group.
•
The company focuses entirely on the dairy business, with cheese being its
flagship product. The other products it sells are dairy whiteners, butter, ghee
(Indian clarified butter) and a malt drink- Anlene. All products are marketed
under the 'Britannia MilkMan' brand.
•
Its turnover in 2005-2006 is US$ 24 million with about 50% coming from
processed cheese, 30% from the dairy whitener and the remaining 20% from
butter and ghee sales.

43. 26
•
BNZF only sells in the processed cheese segment and has five variations of
processed cheese in the market, besides a cheese dip product. Over half of the
company's revenues come form the processed cheese segment.
•
BNZF cheese is priced at a premium in the market, one reason being that the cheese
is sourced from cow's milk (unlike Amul that sources its cheese from buffalo milk).
•
Cheese products: Cheese cubes, Cheese singles (regular and Slim variants),
Britannia Milkman Malai Chaska- a soft, fresh and creamy ‘dairy spread,’ which
has a mild, tangy taste, Britannia cheese spread in different flavors like Masala
Herbs, Spicy Cilantro, Peppy Pepper etc., and Pizza cheese.

44. 27
•
Britannia Flavored Milk in tetrapaks are popular. Other products in the milk range
include products like Sweet Lassi (buttermilk) and Cold Coffee in 200 ml
tetrapaks. The Lasssi is priced at Rs. 10 while the Cold Coffee is priced at Rs. 12.
•
The firm has also entered the fresh pasteurized milk market, dominated by
Government-owned milk marketers
•
The firm has started supplying dresh paneer (cottage cheese) in and around Delhi,
the national capital.
•
The firm also has in its portfolio Daily Fresh Dahi (curd) and has just launched
Low fat Dahi in 2008

45. 28
•
Besides focusing on competitive pricing, BNZF has adopted a three-pronged
strategy of freshness (lower pipeline stock), availability (improve distribution
network) and visibility (more shelf space at modern trade).
•
It recently entered some fresh milk markets, such as Delhi and Kolkata, where
GCMMF does not have a presence. It is concentrating on just 30 cities, and that
too through select class A & B outlets, for butter and cheese. It is not playing the
national game with GCMMF.
•
Being No 2in the butter and cheese market afterAmul which holds more than 86%
(combined butter & cheese market) it should be following Offense strategy by
attacking the strengths of Amul cheese market.

46. 29
•
Nestlé India is a subsidiary of Nestle S.A., world's biggest food company and a
leading Swiss giant.
•
Nestle India's business can be broadly classified into four categories ---milk
products and nutrition (infant mixes, yoghurt, milk), prepared dishes and cooking
aids, beverages (coffee and malted drinks) and chocolate and confectionary.
•
Company has a wide presence across India with its portfolio of strong brands
Nescafe,mggi,Milkybar,Milo,KitKat,Barone,Polo,Munch,Milkmade,Nestea,
Nestle Milk, Nestle Fresh 'n' Natural Dahi and NESTLE Jeera Raita
The company is focused on growing its market share through renovation and innovation
of its existing brands in India.

47. 30
Nestle Dairy whitener
•
The loose milk market is estimated to be around Rs470 billion, the processed milk
market is only Rs 10000 crores. Milk powder market is only 7% of the whole
milk market.
•
There are two types of milk powders
a. Whole milk powder
b. Skimmed milk powder.
Everyday is a major player in the Dairy whitener category that is a part of the
skimmed milk category. The dairy whiteners are used for tea making.

48. 31
•
Wants to give GCMMF competition across the entire dairy line. Will be busy
protecting the dominance of its Cerelac and Milkmaid brands, against the
impending price-led onslaught from GCMMF's Amul Infant Milk Substitute and
Mithai Mate, which will now be produced from a spanking new 8,000 tonne a
year facility at Mehsana.
•
Nestle India has access to its Switzerland-based parent, Nestle SA's investments
(global expenditure was Rs 6,500 crore in 2007) in research and development and
advanced technology for foods and beverages
•
Likewise, Nestle Fresh ‘N' Natural Slim Dahi (fat free), Nestle Milkmaid Fruit
Yoghurt (fat free with real fruits), Nestle Nesvita (fat free with probiotics, for
healthy digestion), Nestlé Cerelac Stage 4 and Nestlé Nan with DHA (both infant
foods) were also launched.

49. 32
•
Cadbury Schweppes is the No.1 confectionery and third largest soft drinks
company in the world. We manufacture, market and distribute branded chocolates,
confectionery and beverages that bring smiles to millions of consumers across
180 countries
•
Cadbury India began its operations as a trading concern in 1947. The company
today employs nearly 2000 people across India.
•
Currently Cadbury India operates in three sectors viz. Chocolate Confectionery,
Milk Food Drinks and in the Candy category.
•
In the Chocolate Confectionery business, Cadbury has maintained its undisputed
leadership over the years and has market share of over 70% - the highest Cadbury
brand share in the world!
Some of the key brands are Cadbury Dairy Milk, 5 Star, Perk, Éclairs, Temptations and
Celebrations.

50. 33
•
In the Milk Food drinks segment our main product is Bournvita - the leading
Malted Food Drink (MFD) in the country.
•
Similarly in the medicated candy category Halls is the undisputed leader.
•
We recently entered the gums category with the launch of our worldwide
dominant bubble gum brand Bubbaloo. Bubbaloo is sold in 25 countries
worldwide.

51. 34
•
Since 1965 Cadbury has pioneered the development of cocoa cultivation which
gives it a strong unbending foundation in chocolates segment in India.
•
Being the market leader it follows the Defense strategy.
•
It re-launched three brands: 5 Star, Gems, and Bournvita recently. It is looking at
its strategy afresh to gain a toehold in the sugar confectionery market, and to
reduce its traditional dependence on chocolates.

52. 35
•
Unilever, the major shareholder in HLL, is the world's largest ice-cream company
selling in more than 80 countries (could be more, by now), mainly under the
brand name Walls.
•
The Rs 1,200-crore branded ice creams sector is dominated by HLL with 37%
market share followed by Amul with 27% market share.
•
With a growth in sales of nearly 40 per cent in 2006 and with HLL making profits
in the category for the second year in succession, the company is bullish.
The market potential is huge, with ice cream consumption in the country very niche, at
around 500 ml per capita, compared with 2-4 litres in Singapore and an eye-popping
25 litre in the US.

53. 36
•
The strategy of promoting Kwality Walls as an umbrella brand for its ice creams,
rather than a product-driven promotion, has helped to build the brand well.
•
The FMCG major's ice-cream business eliminated several stock-keeping units,
rationalised manufacturing infrastructure and brought its focus down to six
mainline cities only, where 60 per cent of the ice-cream market exists.
•
It is also planning to extend Unilever’s retail brand ‘Kwality Walls Swirls’ parlors
in accordance with the growing number of shopping malls in India.
•
Sailesh Venkatesan, category head, Ice Creams, HLL said: “Our growth will be
driven by increasing the availability and offering innovative products at
affordable price points.

54. 37
2.15 MARKET ANALYSIS & TYPE OF INDUSTRY
Market share of Amul butter is around 86%
Market presence – available in over 500,000 retail outlets across India.
Amul butter is made from- butter, common salt, permitted natural color (annatto)
Amul comes under FMCG sector.
Market presence
Demographics
Age- from 5 yrs – 80 yrs.
Sex - No bar
Income - low to high
Occupation -Any sector (not necessary)
Education - Lower to higher
Psychographics
Personality - No discrimination.
Life style - a basic normal life to high class living std
Buying Motives -It is generic with butter category, renowned butter available in
market, loved by all consumers.

55. 38
2.16 PRODUCT ANALYSIS
Product Specification- Meets AGMARK standards and BIS specifications.
No.IS:13690:1992.
Product personality- It is a unisex product.
USP- is its taste. Amul butter is made from fresh cream by modern continuous butter
making machines.(purely vegetarian)
Product life cycle stage
Amul butter is in its Maturity stage, as it is the most profitable stage and definitely
Amul butter is making huge profits as it dominates the market with an overall share
of 86%.
The sale is definitely increasing but at a slower pace, has a very strong Brand
awareness and advertising expenditure thus reduced.

56. 39
2.17 4 PS
PRODUCT
•Create awareness about its different brands thereby enabling the customer to
differentiate between its various brands.
•Copy-write the packaging design to preserve the distinguishing identity barring
competitors from imitating the same.
•Introduction of larger volume pouches in line with economy packs to provide large scale
buyers price benefits.
•Different shaped pouches for its products for easy identification, e.g. Square shaped
pouch for Amul Tazaa, rectangular shaped for Amul Gold, etc.
PLACE
Place refers to marketing activities that make products available to consumers at the right
time in a convenient location. It is the process of moving products from the producer to
the consumer, which may involve several steps and the participation of multiple.
AMUL has developed federation and AMUL parlors located in several part of country.
The GCMMFhandles the works relating to managing of stocks and distributors in
country. Thus GCMMF look after the disbursement of product to the various marketing
channels.

57. 40
PRICE
It is the value, usually in monetary terms that sellers ask for in exchange for the products
they are offering. Pricing and product image are closely related. Customers will pay a
higher price for well – known, well –regarded products, partly because of the image
created through advertising and other promotions. This includes list price, discount,
allowance, and credit terms. The prices of products of AMUL are also decided by the
GCMMF. The GCMMF conducts the market survey to check the validity and feasibility
of prices in the market and accordingly decides the prices of AMUL products.
However, the price is inclusive of several elements like,
• Cost of product.
• Processing cost.
• Packaging cost.
• Advertising cost.
• Transportation cost.
• Sales promotion costs
• Taxes etc.
The GCMMF considers all these cost aspects and set them up in pricing structure to
decide the selling price of milk and milk products.
PROMOTION
Place refers to marketing activities used to communicate positive, information about an
organization, its products and activities to directly or indirectly expedite exchanges in
target market. It includes a variety of techniques including advertisement, sale promotion,
public relation and personal selling that are used to communicate with customers and
potential customers. AMUL promotes its products through newspaper, T.V.; hoarding
etc. television is the best media for advertising. The GCMMF however uses hoarding for
advertising in local areas. Hoarding designed on the creative basis attract the customer
more.

58. 41
2.18 3 CS
Defending against Mahananda,
Vijay, Milma & other co-operative
milk brands
Aggressive moves against
Britannia, Nestle, Mother Dairy
and Kwality
Largest milk brand in Asia
More than 30 dairy brands
Market leader in ghee & butter
Very strong supply chain
Enjoys Fine reputation
Quality with Affordability
Customers extremely satisfied
Moved from loose milk to
packaged milk
Ready to try more products
Improved socio-economic
conditions

59. CONSUMER
BEHAVIOUR

60. 43
2.19 CONSUMER BEHAVIOUR AND CUSTOMER
SATISFACTION
 It is defined as all psychological, social and physical behavior of potential
customers as they become aware, evaluate, purchase, consume, and tell to others
about product and services.
 Buying behavior involves both individual ( psychological) and group process.
o Buyer behavior is reflected from awareness right through post purchase
evaluation indicating satisfaction and non satisfaction , from purchaser
o Buyer ehavior includes communication, purchasing and consumption
behavior
o Consumer behavior is basically social in nature hence the social factors
play important roles in shaping buying behavior
Buyer behavior includes both customer and industrial behavior
“Hence consumer behavior is an orderly process whereby the consumer interacts
with the environment for making a purchase decision on products”
2.20 CONSUMER BEHAVIOR AND MARKETING
MANAGEMENT
Marketing managements work around consumers which is actually the market for
them
 Understanding their behavior is very vital in every segment to plan marketing
activities accordingly.
 Both industrial and individual customers are vital in marketing management

61. 44
2.21 DIVERSITY OF CONSUMER BEHAVIOR
 customer and consumer words are referred as synonyms but the difference
exists
 customer - the purchaser of product or service , may or may not be the end
user
 consumer- the end user , may or may not be the purchaser
 new age of business demands
differentiation of customers by individual
differences in consumer expectations, preferences and influences.
 Firms need to go into deep of consumer behavior to analyze and act to achieve
objectives
2.22 CONCEPT & NEED FOR STUDYING CONSUMER
BEHAVIOR
Consumer behavior can be said to be the study of how individual make decision on how
to spend their available resources (time, money, effort) on various consumption related
items. This simple definition of consumer behavior tells the markets to resolve every
activity around the ultimate consumers & gauge their behavior by specially focusing on:

Who buys products or services?

How do they buy products or services?

Where do they buy them?

How often they buy them?

Why do they buy them?

How often they use them?
These questions will help in understanding better what factors influences the decision
making process of the customers. The decision making process identifies the number of

62. people who are involve in this process & describes a role to them like users, decides,
influences & buyers.
45
2.23 CONSUMER DECISION MAKING PROCESS

Stimuli- need, reasons, influences, gathering information

Information processing- process , analyze information about product

Decision making - on the basis of analysis , decision to go for

Response- response to buy without any prejudice

For industrial buyers the process is almost similar only with addition of rebuy, modified re buy or new task.
2.24 FACTOR INFLUENCING BUYING BEHAVIOR

Individual factors
 Cognitive thinking process – perception , attitudes , Needs/motives
 Personal characteristics – demography, lifestyles ,personal traits
 Environmental factors
 Culture- values ,beliefs, sub cultural / cross cultural factors
 Social class- social class , society
 Influence groups – family, opinion leaders, reference group

Situational variables – purchase occasion , market communication, shopping
behavior, price , sales influence , product position

63. CHAPTER 3
RESEARCH
METHODOLOGY

64. 47
3.1 RESEARCH METHODOLOGY
RESEARCH PROBLEM
 Seek the general perception of consumer towards Amul Mithaimate.
 To know the consumer psyche and their behaviour towards Amul Mithaimate .
3.2 OBJECTIVE OF THE RESEARCH
 To know the relationship of sales with the advertisement.
 To know awareness of people towards Amul Mithaimate.
 To know which advertisement tool is mostly preferred by people.
 To know the preference
Nestle Milkmaid .
of
Amul
Mithaimate
with
comparison
to
 To know the factors which affects consumer’s buying behaviour
 To purchase Mithaimate.
Information requirement
 First, I had to know about all the competitors present in the Mithaimate.
 Segment (Reputed and well established brands as well as Local brands).
 Before going for the survey I had to know the comparative packs and
Prices of all the competitors existing in the market.
 The main information needed is the Which types of brands available in the market,
their calorific value and various other facts.
 As Amul Mithaimate advertisements are mainly done through hoardings but on
television the advertisement is being telecasted timely and on the proper time or
not.

65. 48
3.3 RESEARCH & SAMPLING DESIGN
Research Design :
Research design specifies the methods and procedures for conducting a particular study.
It is a map (or) blue print to which the research is to be conducted. Descriptive research
design has been considered as a suitable methodology for present study and for data
analysis.
Sampling Design :
The sampling design used was Convenience sampling, which is a non-probability
sampling method. The convenience factors were the availability and approachability of
the respondents.
POPULATION
All types of outlets that stock and sell Amul Mithaimate in the markets. The outlets have
been classified into as follows
 Convenience stores: All kinds of shops including bakeries
 Eateries: all kinds of eating joints

66. 49
3.4 PLACES OF STUDY
The study was conducted in the retail outlets in BILASPUR in the following areas
i. Mangla Chowk.
ii. Gol Bazar.
iii. Sarkanda.
iv. Rajkishore Nagar.
v. Singhi Colony .
vi. Shubham Vihar.
vii. Telipara.
viii. Satyam Chowk.
ix. Bus Stand.
x. Suchitra Vihar.
xi. Vyapar Vihar.
xii. Megneto Mall.
xiii. 36 City Mall.
xiv. Gitanjali Nagar.

67. 50
3.5 SOURCES OF DATA
Primary Sources
The primary data was collected through questionnaires. They were filled using the
scheduled method of data collection by the researcher.
Secondary Sources
The secondary sources were used only for collecting information regarding the sample;
they were however not used for analysis
LIMITATIONS OF THE RESEARCH
The limitations of the research were as follows
1. Lack of proper experience on the part of the researcher in conducting such studies in
the past.
2. Time frame required was not enough to survey more number of outlets.
3.6 ANALYSIS TECHNIQUES
Quantitative analysis is performed using the data collected at each outlet to estimate the
presence of Amul milk.
Tools Utilized
 Percentage Analysis
 Graph Chart

68. 51
3.7 SAMPLING
1. Sampling Technique
:
Non probability sampling
(A non probability sampling technique is
that in which each element in the
population does not have an equal
chance of getting selected)
2. Sample Unit
:
People who buy Mithaimate available
in retail outlets, superstores, etc
3. Sample size
:
100 respondents (Age ranging
Between 18 yrs to 65 yrs)
4. Method
:
Direct interview through questionnaire.
5. Data analysis method
:
Graphical method.
6. Area of survey
:
Bilaspur District.
7. Timing of survey
:
10.00 am to 5.30 pm.
3.8 FIELD WORK –
METHOD USED FOR DATA COLLECTION
•
Questionnaire was prepared keeping the objective of research in mind.
•
Questions were asked to respondents as regards to their willingness to purchase
Mithaimate.
•
The help of questionnaires conducted direct interviews, in order to get accurate
information.
•
In order to get correct information I had to approach consumers ranging from 15
yrs to 65 yrs.
•
I visited as many respondents as I can and asked them their real likings about
Amul Milkmate and Nestle Mithaimate.
•
People were not willing to answer, when they were contacted between 1.00 pm to
5.00 pm, the time when most of the people take rest during the scorching heat.

69. 52
3.9 MARKETING RESEARCH
Marketing research plays an important role in the process of marketing. Starting with
market component of the total marketing talks. It helps the firm to acquire a better
understanding of the consumers, the competition and the marketing environment.
DEFINITION
“Marketing research is a systematic gathering, recording and analysis marketing problem
to facilitate decision making.”
- Coundiff & Still.
“Marketing research is a systematic problem analysis, model building and fact finding for
the purpose of important decision making and control in the marketing of goods and
services.
-
Phillip Kotler.
3.10 MAIN STEPS INVOLVED IN MARKETING
RESEARCH
Defining the Marketing Problem to be tackled and identifying the market research
problem involved in the task.
1. Define the problem and its objectives.
2. Identify the problem.
3. Determine the information needed.
4. Determine the sources of information.
5. Decide research methods.
6. Tabulate, Analyze and interpret the data.
7. Prepare research report.
8. Follow-up the study.

70. 53
1. Define the Problem and its Objectives : This includes an effective job in
planning and designing a research project that will provide the needed information. It also
includes the establishment of a general framework of major marketing elements such as
the industry elements, competitive elements, marketing elements and company elements.
2. Identify the Problem : Identifying the problem involves getting acquainted with
the company, its business, its products and market environment, advertising by means of
library consultation and extensive interviewing of company’s officials.
3. Determining the Specific Information Needed : In general the producer, the
manufacturer, the wholesaler and the retailer try to find out four things namely :(1)
What to sell
(2)
When to sell
(3)
Where to sell
4. Determine the sources of Information :
Primary Data : Primary datas are those which are gathered specially for
the project at hand, directly – e.g. through questionnaires & interviews. Primary data
sources include company salesman, middleman, consumers, buyers, trade
association’s executives & other businessman & even competitors.
Secondary Data : These are generally published sources, which have been
collected originally for some other purpose. Source are internal company records,
government publication, reports & publication, reports & journals, trade, professional
and business associations publications & reports.

71. 54
5. Decide Research Methods for Collecting Data: If it is found that the
secondary data cannot be of much use, collection of primary data become necessary.
Three widely used methods of gathering primary data are :A) Survey
B) Observation
C) Experimentation
A) Survey Method : In this method, information gathered directly from individual
respondents, either through personal interviews or through mail questionnaires or
telephone interviews.
B) Observation Method: The research data are gathered through observing and
recording their actions in a marketing situation. This technique is highly accurate. It is
rather an expensive technique.
C) Experimental Method: This method involves carrying out a small scale trial
solution to a problem, while at the same time, attempting to control all factors relevant to
the problem. The main assumption here is that the test conditions are essentially the same
as those that will be encountered later when conclusions derived from the experiment are
applied to a broader marketing area.
D) The Panel Research: In this technique the same group of respondents is contacted for
more then one occasion; and the information obtained to find out if there has been any in
their taste demand or they want any special quality, color, size, packing in the product.
1) Preparation of questionnaire
2) Presetting of questionnaire
3) Planning of the sample

72. 55
6. Tabulate, Analysis and Interpret the Data:
The report must give/contain the following information:a) The title of research
b) The name of the organization for which it has been Conducted
c) The objectives of research
d) The methodology used
e) Organization and the planning of the report
f) A table of contents along with charts and diagrams used in the reports
g) The main report containing the findings
h) Conclusion arrived at end recommendations suggested
i) Appendices (containing questionnaire / forms used sample design, instructions.)
7. Follow-up the Study :The researchers, in the last stage, should follow up this study to find if his
recommendation are being implemented and if not, why

73. CHAPTER 4
DATA ANALYSIS &
INTERPRETATION

74. 57
4.1 DATA ANALYSIS AND INTERPRETATION
The collected data were not easily understandable, so I like to analyze the collected data
in a systematic manner and interpreted with simple method.
The analysis and interpretation of the data involves the analyzing of the collected data
and interpretation it with pictorial representation such as bar charts, pie charts and others.
1. GENDER:
Gender play vital role in purchase decisions. Gender classified on sex basis i.e. male and
female. Gender classification is requiring to marketer because different gender exhibits
different perception towards products. In classification of gender the following number is
used to know their perception.
Classification of Customers Based On Sex
Sex
Male
Female
No. of respondents
35
65
Percentage %
35
65
Total
100
100
Sources: Primary Data
Table: 6.1
CLASSIFICATION OF
CUSTOMERS BASED ON SEX
100
50
t
d
n
p
s
e
R
f
.
o
N
0
35
Male
65
Female
Graph no: 6.1
58
Male
Fe…

75. INTERPRETATION:
35% of the respondents are male and 65% of the respondents are female. From the above
table we can conclude that, the majority of the respondents were belongs to female group.
2. OCCUPATION:
Occupation is also influences a person’s consumption pattern. A blue collar worker will
buy work clothes, work shoes and lunch boxes. Similarly the Amul Mithaimate and Other
products are purchased by various occupants. The following occupants of the respondents
are classifies for the data collection
Analysis of Occupation of the Respondents
Occupation
Business
Employee
House wife
Others
Total
No. of. respondents
Percentage
20
10
65
05
100
%
20
10
65
05
100
Sources: Primary Data
Table No: 6.2
INTERPRETATION:
20% of the respondents are businessmen, 10% of the respondents are employees, and
65% of the respondents are house wives, 05% of the respondents are others group.
59

76. ANALYSIS OF OCCUPATION OF THE RESPONDENTS
80
60
40
20
t
d
n
p
s
e
r
f
.
o
N
0
65
20
10
Business
5
BusinessEmployee
House wife Others
Graph No. 6.2
Employee
House wife
Others

77. 60
3. INCOME:
Income decided the purchasing power of the customer. If the income is high then, they go
for high quality irrespective of price of the product. Hence in this research I like to collect
the data how income is influence to purchase Amul Mithaimate.
Analysis of Monthly Income of the Respondents
Monthly income
No. of respondents
Percentage %
Below 5000
5001-10000
10001-15000
15001 & above
Total
38
30
21
11
100
38
30
21
11
100
Sources: Primary Data
Table No: 6.3
INTERPRETATION:
As per the data 38% of the respondents earn per month below 5000, 30% of the
respondents earn 5001 to 10000, 21% of the respondents earn above 10001 to 15000.
11% of the respondents earn 15000 & above. From the above table we can conclude that
majority of the respondents’ monthly income group of below 5000 and more than 5000 to
10000.
61

78. GRAPH NO: 6.3

79. 62
4. PURCHASING FACTOR:
Identification of various factors plays a vital role in consumer behavior study. The
various factors such as quality, price easy available etc. is influencing lot and influences
positively. The following data reveals how various factors are influencing to buying of
Amul Milkmate and other products.
Analysis of Factors to Buy Amul Mithaimate
Factors
Quality
Brand image
Price
Easy availability
Others
Total
`
No. of Respondents
38
28
20
14
Nil
100
Percentage %
38
28
20
14
Nil
100
Source: Primary Data
No. of
respondents
ANALYSIS OF FACTORS TO BUY AMUL MITHAIMATE
40
35
30
25
20
15
10
5
0
38
28
20
14
Quality
Brand
image
Price
Factors
Graph No. 6.4
availability

80. 63
Interpretation
38% of respondents buying AMUL Mithaimate for its Good Quality, 28% of respondents
use for its Band Name,20% of its Price consideration, 14% of its easy availability of
respondents buying AMUL Mithaimate.
Analysis of Factors to Buy Nestle Milkmaid
Factors
Quality
Brand image
Price
Easy availability
Others
Total
`
No. of Respondents
30
30
10
30
Nil
100
Source: Primary Data
Percentage %
30
30
10
30
Nil
100

81. ANALYSIS OF FACTORS TO BUY NESTLE MILKMAID
No. of
respondents
30
30
30
30
25
20
15
10
10
5
0
Quality
Brand
image
Factors
Graph No. 6.4.1
Price
availability

82. 64
Interpretation:
30% of respondents buying
NESTLE MILKMAID for its Good Quality, 30% of
respondents use for its Band Name, 10% of its Price consideration, 30% of its easy
availability of respondents buying NESTLE MILKMAID

83. 65
5. OPINION TOWARDS PRODUCT:
The behaviour of users after his commitment to a product has been collected with respect
product and terms of satisfaction with rating scale. The following are the data obtained
related to AMUL MITHAIMATE
Analysis of Rating towards AMUL MITHAIMATE
Ratings
Excellent
Good
Average
Poor
Total
No. of Respondents
25
20
35
20
100
Percentage (%)
25
20
35
20
100

84. Source: Primary Data
Analysis of Rating towards AMUL MITHAIMATE
No.of Respondents
35
30
25
20
15
10
35
25
20
20
5
0
Excellent
Good
Average
Poor
Rating
Table no: 6.5
66
INTERPRETATION:
25% of the respondents rated that AMUL MITHAIMATE are Excellent. 20% of the
respondents rated as good, 35% of the respondents rated as Average Quality. 20% of the
respondents rated that AMUL MITHAIMATE products are Poor.
From the above table we can conclude that majority of the respondents rated AMUL
MITHAIMATE are of Good Quality.

85. 67
6. OPINION TOWARDS PRODUCT:
The behaviour of users after his commitment to a product has been collected with respect
product and terms of satisfaction with rating scale. The following are the data obtained
related to NESTLE MILKMAID
Analysis of Rating towards NESTLE MILKMAID
Ratings
Excellent
Good
Average
Poor
Total
No. of Respondents
30
45
20
05
100
Percentage (%)
30
45
20
05
100

86. Source: Primary Data
No.of Respondents
Analysis of Rating towards NESTLE MILKMAID
45
40
35
30
25
20
15
10
5
0
45
30
20
5
Excellent
Good
Average
Poor
Rating
Table no: 6.6
68
INTERPRETATION:
30% of the respondents rated that NESTLE MILKMAID are Excellent. 45% of the
respondents rated as good, 20% of the respondents rated as Average Quality. 05% of the
respondents rated that NESTLE MILKMAID are Poor.
From the above table we can conclude that majority of the respondents rated NESTLE
MILKMAID are of Good Quality.

87. 69
7. Which Company Provides a Better Services
Post experience & benefits will help organization in obtaining the additional sale. In this
connection feedback its act as an influence to others to adopt the product the user survey
has conducted to identify what an extent user recommends to others. The data has been
extracted & it is as follows.
Analysis of AMUL MITHAIMATE & NESTLE MILKMAID
Recommended
AMUL MITHAIMATE
NESTLE MILKMAID
Total
No. of Respondents
35
65
100
Percentage (%)
35
65
100
Sources: Primary Data
Table no: 6.7
No.of Respondents
Analysis of Better Service
70
60
50
40
30
20
10
0
65
35
MITHAIMATE
opinions
MILKMAID

88. 70
INTERPRETATION:
35% of the respondents were recommended Amul MITHAIMATE and, 65% of the
respondents NESTLE MILKMAID
NESTLE MILKMAID provide a better service than Amul MITHAIMATE.

89. 71
FOR RETAILER
8. Which is the most prefferd brand that you stock?
Analysis of AMUL MITHAIMATE & NESTLE MILKMAID
Recommended
AMUL MITHAIMATE
NESTLE MILKMAID
Total
No. of Respondents
25
75
100
Percentage (%)
25
75
100
Sources: Primary Data
Table no: 6.8
Analysis of Stocks
75
No.of Respondents
80
60
40
25
20
0
MITHAIMATE
MILKMAID
opinions
INTERPRETATION:
25% of the respondents were recommended Amul MITHAIMATE and, 75% of the
respondents NESTLE MILKMAID to stock in their shop.

90. 72
9. Which Company Provides a Better Services
Analysis of AMUL MITHAIMATE & NESTLE MILKMAID
Recommended
AMUL MITHAIMATE
NESTLE MILKMAID
No one
Total
No. of Respondents
30
40
30
100
Percentage (%)
30
40
30
100
Sources: Primary Data
Table no: 6.9
Analysis of Better Service
40
No.of Respondents
40
30
30
30
20
10
0
Amul
Nestle
No one
opinions
INTERPRETATION:
30% of the respondents were recommended Amul MITHAIMATE and, 40% of the
respondents NESTLE MILKMAID and rest 30% responden for no one provide a
services.

91. CHAPTER 5
FINDINGS, SUGGESTION,
LEARNINGS
AND
CONCLUSION

92. 74
5.1 FINDINGS
First I would like to present my survey findings. The main findings of my survey are as
follows:
1. Lack of Awareness in consumers. Many people are not know about Amul Mithaimate
specially house wife’s.
2. Mainly customer purchases the product from the retailer.
3. As I found that the main product of Amul is Milk and company firstly wants to capture
maximum market share in milk market which is approx. 66%, after it Amul is
concentrating upon butter & cheese which has market share of approx. 88%, so it is not
concentrating upon Mithaimate..
4. There is lack of Sales Promotional Activities i.e. free tattoo, extra weight, toys, quiz
contest etc.
5. I find the main thing is that “Amul” brand name has very good image in consumer’s mind
and they consider it as Pure & Good Product.
6. People who have tasted Amul mithaimate are not ready to purchase the same again
7. Generally, I found that most of the customers used to Nestle milkmaid as compare Amul
mithaimate.
8. It is findings in the survey that females are the main decision maker for the mithaimate.
And milkmaid As per the data, 65% of female and 35% of male makes purchase decision.
9. Based on the occupation of the customer, it is found in the survey that 65% are the
housewives and 35% are from various occupations such as a businessman, employee etc
for the AMUL MITHAIMATE And NESTLE MILKMAID.
10. Incomes less than 5000 to 10000 are more attracted to Amul mithaimate And Nestle
milkmaid As per the data, 79% of the respondents’ income is under this group.
11. Nestle is main competitor and strategically better performer than Amul.
12. And in a market there are lots of complain against Amul for supply the products at a time.
13. Lack of knowledge about Amul Products, specially Amul Mithaimate.
14. 35% likes Amul Mithaimate an 65% nestle Milkmaid. That means nestle milkmaid
provide a better services than Amul mithaimate.

93. 75
5.2 SUGGESTIONS
1. Since Amul is having loyal customers and therefore should concentrate more on this
factor through various potential programmes such as campaign, premium packs, offers
etc., this helps to increase the loyalty towards the Amul products.
2. First and foremost Amul should take proper action in order to improve service, because
although being on a top slot in Butter and milk supplies it does not get the sales in
mithaimate, which it should get.
3. Company should use brand ambassador which attracts each age segment i.e. Enrique
Iglesias, Shahrukh Khan, Shakira, Amitabh Bacchan, Superman, Krrish, etc.
4. Amul should give local advertisements apart from the advertisements given at the
national level. Local advertisement must mention the exclusive Amul shops of the city.
5. Try and change the perception of the people through word of mouth about Amul in
advertisements, because they are the best source to reach Children and families.
6. Company should introduce sales promotion schemes like free weight, pranky, tattoo,
contest, free gifts etc.
7. Company should provide a better services.
8. Company Should make a strong relationship between consumer and retailer.

94. 76
5.3 LEARNINGS
It was a great opportunity to carry a research project on such a reputed organization
which gave me a good learning experience and knowledge about the products and
industry.
Another very crucial area that needs mention is the experience I gained while talking to
and interacting with people. This has been a truly enriching experience because
interacting with people with varied profile helped in enriching my communication
skills

95. 77
5.4 CONCLUSION
•
AMUL will be an outstanding marketing organization, with specialization in
marketing of food and dairy products, both fresh and long life with customer
focus and information technology integration.
•
AMUL shall also create a market for its products in the neighboring countries.
•
AMUL has been satisfying the customers on a large scale which ensures its
success in the future.
•
In BILASPUR AMUL is found to be a highly preferred brand for dairy products.
•
In BILASPUR city, the customers of Amul seem highly satisfied, as it boasts of
superior quality of products at affordable prices.
•
In BILASPUR, Amul does not have competition from International competitors,
as many products of those brands are not available here.
•
BILASPUR could be a great market for Amul, if it improves its Supply Chain
Management.
•
For market growth of Amul Mithaimte company should have to provide a better
services than other competitors like Nestle.
•
As we know that Amul is very big organization and market leader in dairy
products. It has maximum market share in Milk, Butter and Cheese, which are its
main/core products. As we know Amul is a co-operative organization but Sweets
industry is a profitable industry we can’t ignore it. With the help of research,
company can find out its week points in Mithaimate and can increase its market
share through rectify mistakes. People have believed in Amul’s product and they
will accept its Mithaimate also if effective actions were taken.

96. CHAPTER 6
SWOT ANALYSIS

97. 79
6.1 SWOT ANALYSIS
SWOT ANALYSIS
STRENGTHS
• Brand Name
• High Quality, Low Price
• Quality of product
• Annual turnover of US $1504 million
• Highly Diverse Product Mix
• Robust Distribution Network
• Technical manpower
• Demand margins
• Risks of highly complex supply chain system
• Strong dependency on weak infrastructure
• Alliance with third parties who do not belong to the organized sector
• Problem in distribution
• Perishability

98. 80
OPPORTUNITIES
• Penetrate international markets
• Diversify product portfolio to enter new product categories and expand existing
categories like processed foods, chocolates etc
• Flexibility in market
THRESTS
• Competitors - Nestle Milkmaid
• Growing price of Mithaimate
• Distribution

99. ANNEXURE

100. 82
ANNEXURE
BIBLIOGRAPHY
Web Sites
 Research From Company Web Site:
www.amul.com
www.yahoo.com
www. google.com
Books
 Marketing Management
- Philip Kotler
 Research Methodology
- C.R. Kothari
 Marketing Research
- Boyd
Company Literature
 Printed Literature obtained from Amul India.
 AMUL Brochures
Magazines
 Business Today
 Business World
 Economic India
Newspapers
 Economic Times
 Business Standards

101. QUESTIONNAIRE FOR CONSUMER
Dear Sir/Madam
Nam
Gende
Date of birth
Occupation
Address
:
:
:
:
:
M
F
I Abhishek Gupta student of Dr. C.V.Raman University Department of Management
studies, Kota Bilaspur and presently doing a project on “Marketing Strategies on
Comparative Analysis of Amul Mithai mate as compare of Nestle Milkmaid”. I request
you to kindly fill the questionnaire below and assure you that the data generated shall be
kept confidential.
1. Which do you consume for cook sweets ?
Amul Mithaimate
Nestle Milkmaid
2. Are you satisfied with this Cook Sweets you are consuming?
Yes
No
3. How did you come to know about Amul Mithai mate and Nestle Milkmade?
Through Newspaper
Through Television
Through Advertisements
Through Other
4. Why you prefer this Product/ due to
Quality
Taste
Price
Availability

102. 5. What attribute you like the most in them?
Quality
Amul Mithai mate
Nestle Milkmaid
Highly satisfied
Satisfied
Dissatisfied
Highly dissatisfied
Highly satisfied
Satisfied
Dissatisfied
Highly dissatisfied
Test
Amul Mithai mate
Nestle Milkmaid
Highly satisfied
Satisfied
Dissatisfied
Highly dissatisfied
Highly satisfied
Satisfied
Dissatisfied
Highly dissatisfied
Product Packing
Amul Mithai mate
Nestle Milkmaid
Highly satisfied
Satisfied
Dissatisfied
Highly dissatisfied
Highly satisfied
Satisfied
Dissatisfied
Highly dissatisfied
Product Price Range
Amul Mithai mate
Nestle Milkmaid
Highly satisfied
Satisfied
Dissatisfied
Highly dissatisfied
Highly satisfied
Satisfied
Dissatisfied
Highly dissatisfied
6. If you had used both of product for cook sweets then suggest overall which is the
better to use?
Amul Mithai mate
Nestle Milkmaid
7. Which Company Provides a Better Services?
Amul Mithai mate
Nestle Milkmaid

103. 8. How do you scale Amul Mithai mate?
ATTRIBUTE
PRICE
TASTE
PACKAGING
AVAILIBILITY
SCHEMES
POOR
AVERAGE
GOOD
EXCELLENT
AVERAGE
GOOD
EXCELLENT
9. How do you scale Nestle Milkmaid?
ATTRIBUTE
PRICE
TASTE
PACKAGING
AVAILIBILITY
SCHEMES
POOR
10. What is the reason for buying/ not buying Amul Mithai mate?
11. What is the reason for buying/ not buying Nestle Milkmaid?
12. What specific area should be improved for Amul Mithai mate ? Please include any
other comments
13. What specific area should be improved for Nestle Milkmaid? Please include any other
comments
Thank you

104. QUESTIONNAIRE FOR RETAILER
Dear Sir/Madam
Nam
Gende
Date of birth
Occupation
Address
:
:
:
:
:
M
F
I Abhishek Gupta student of Dr. C.V.Raman University Department of Management
studies, Kota Bilaspur and presently doing a project on “Marketing Strategies on
Comparative Analysis of Amul Mithai mate as compare of Nestle Milkmaid”. I request
you to kindly fill the questionnaire below and assure you that the data generated shall be
kept confidential.
1. Do you stock Amul Mithai mate?
Yes
No
2. If yes, do you get sufficient stock of Amul Mithai mate?
Yes
No
3. Do you stock Nestle Milkmade?
Yes
No
5. If yes, do you get sufficient stock?
Yes
No
6. How did you come to know about Amul Mithai mate and Nestle Milkmade?
Through Distributors
Through Customers
Through Advertisements
Through Other Retailers

105. 7. How much stock do you keep to Amul Mithai mate and Nestle Milkmaid?
Amul Mithai mate
Nestle Milkmaid
10 Tin Jar
20 Tin Jar
30 Tin Jar
More than 50 Tin Jar
10 Tin Jar
20 Tin Jar
30 Tin Jar
More than 50 Tin Jar
8. Which is the most popular product in your shop?
Amul Mithai mate
Nestle Milkmaid
9. Which is the most selling product?
Amul Mithai mate
Nestle Milkmaid
10. Is Amul Conducts any type of scheme for Amul Mithai mate ?
Yes
No
11. Is Nestle Conducts any type of schemes for Nestle Milkmaid?
Yes
No
12. Do you use the Internet to source products?
Yes
No
13. Which Company Provides a Better Services?
Amul Mithai mate
Nestle Milkmaid
14. What specific area of our service should be improved for Amul Mithai mate ? Please
include any other comments
15. What specific area of our service should be improved for Nestle Milkmaid? Please
include any other comments
Thank you