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Amul masti Dahi
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Amul Masti Dahi
A study of “ Comparative analysis of the development
of brand ofAmul masti Dahi”
AT
Submitted in partial fulfillment of the requirement of the requirement for the award of
“Post Graduate Diploma in Management (AICTE)”
Under the guidance of
Internal Guide External Guide
Prof. R.K. VIJAYA SARATHY MR. STANY LOBO(Director DSBS) (Branch Manager)
By
MD. ANZER KALIMReg. No
DSBSPGDMA080282008-2010
(15TH April to 15th June)
DAYANANDA SAGAR BUSINESS SCHOOLBANGALORE
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CERTIFICATE BY GUIDE
This is certify that the project report entitle “A study of Comparative
analysis of the development of brand ofAmul masti Dahi” is an
authentic report of the project work, prepared by Mr. Md. Anzer Kalim
under my guidance in partial fulfillment of the requisite for the award of
POST GRADUATE DIPLOMA IN MANAGEMENT (AICTE) for
the year 2008 – 2009.
Date:
Place: Bangalore Prof. R.K. VIJAYA SARATHY (Director) PROJECT GUIDE
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DECLARATION
I, hereby declare that the Project Report titled “ A study of
Comparative analysis of the development of brand of Amul masti
Dahi” for the degree of POST GRADUATE DIPLOMA IN
MANAGEMENT, has been my original work and that has not formed
the basis for the award previously of any degree, associate ship,
fellowship, or any other similar title.
Date:
Reg no:-DSBSPGDMA08028 Signature of the student
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ACKNOWLEDGEMENT
I would like to express our sincere gratitude to
Mr. STANY LOBO, Branch Manager of AMUL at Bangalore, who
gave us the opportunity to study the organization. I would also like
to thank the Managers and staff of sales departments who provided
us with sufficient information and suggestions, which helped us in
completing this project.
I would also like to thank our Director Mr. R.K.
VIJAYA SARATHY who guided us throughout the tenure of the
project. We would like to thank our project guides whose
continuous support and encouragement helped us in completing the
project
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EXECUTIVE SUMMARY
This project was undertaken with the objective of “Comparative analysis
of the development of brand ofAmul masti Dahi” and analysing various
buying factors of set curd in the outlet levels. The study was conducted
at Amul India Ltd, Bangalore branch. The customer’s preference was
studied through using 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.
To buy the product, Trust of the company was the first preference of the
consumer then schemes on the product.
Finally the whole study of the research work, the company needs to
improve the quality and the availability for awareness of Amul Masti
Dahi.
CHAPTER CONTENTS PAGE NO.
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INTRODUCTION 7 - 22
Introduction to the study
Theoretical background of the study
Need for the study
RESEARCH DESIGN
Objective of the study 23
Scope of the study 24
Limitation of the study 27
Statement of the problem 28
Methodology 29 - 31
Plan of analysis 31
INDUSTRY PROFILE 32 - 39
Food industry 32
Advantage of India under food industry 33
Dairy processing 35
FMCG 36
Top 10 companies in FMCG sector 39
COMPANY PROFILE 40 - 42
Company background 40
Organization structure 42
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List of products 42
PRODUCT PROFILE 43 - 50
Total market size of curd 48
Advantage of masti dahi 48
Market share 49
Major competitors 49
Brand image 49
SWOT analysis 50
ANALYSIS AND
INTERPRETATION OF DATA 52 - 66
Analysis and interpretation of data
Collected from the respondent
FINDINGS 67
SUGGESTIONS 68 - 69
CONCLUSION 70
BIBLIOGRAPHY 71
APPENDICES 72 -73
INTRODUCTION
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Today the world economy has undergone a radical transformation in the
last two decades. The companies are emerging at the faster level. The
technology and advancement have permitted companies to widen
substantially both Markets and suppliers sources. Now as companies are
emerging with their new products, marketing has become exuberant
activity in expanding the market globally.
Marketing starts with human need and wants. It is a human activity
directed at satisfying needs and wants through exchange process.
Marketing management deals with identifying and meeting human and
social needs. It is basically a meeting needs profitability.
In other words we can say that “it is the process of planning and
executing conception, pricing, promotion and distribution of ideas,
goods and services to create exchanges that satisfy individual and
organizational goals”. The aim of marketing is to know and understand
the customer so well, that the product and service fits him and sells
itself.
It acts as an instrument to lift up the standard and life style of the
economy with the help of the marketing; we are able to get the products
at our doorstep at our choice and needs. The whole economy would be
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sluggish, if marketing did not exist. Marketing is of critical importance
because it maintains stability in the economic condition.
Marketing is an existing, dynamic and contemporary field. It is
recognized as the most significant activity in the society.
Marketing has a widest connection which include in its fold selling,
buying, transportation, warehousing, pricing and packaging. All these
activities geared up together to reach strong preferences for particulars
“BRAND AWARENESS”
As such today’s companies are facing the toughest competition
everywhere marketing is playing a very important role.
EVOLUTION OF MARKETING
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Marketing has evolved from the time man existed on earth.
Following are the phases of development of marketing.
Barter system: the goods are exchanged against goods without any
other medium of exchange like money.
Production orientation: this was the stage where producers, instead of
buying concerned with customer preference, concentrating on the mass
production of goods for profit.
Sales orientation: this stage witness major changes in all the spheres of
economic life. The selling activity becomes the dominating factor
without any efforts for the satisfaction of the consumer needs.
Marketing orientation: Customer’s importance was satisfied but only
as a mean of disposing of goods produced, competition become stiffer.
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Consumer orientation: under this stage only such products are brought
and forwarded to the market which are capable of satisfying of taste and
expectation of consumer satisfaction.
Management orientation: the marketing function assumes the
managerial role to co-ordinate all the interacting business with the
objectives of planning, promotion and distribution.
Social orientation: the companies not only care for consumer but also
for social welfare. Thus, social welfare becomes the added dimension to
the companies.
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DEFINITION OF MARKETING
Philip Kotler
“Marketing is a societal process by which individuals and groups obtain
what they need and want through creating, offering, and exchanging
Products and services of value freely with others”.
American Marketing Association
“Marketing (management) is the process of planning and executing the
conception, pricing, promotion, and distribution of ideas, goods, and
services to create exchanges that satisfy individual and organizational
goals”.
Peter Drucker
“The aim of marketing is to make selling superfluous. The aim of
marketing is to know and understand the customer so well that the
product or service fits him and sells itself. Ideally, marketing should
result in a customer who is ready to buy.”
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By all these definition we can derive that marketing is comprehensive
term that includes all resources and set of activities necessary to direct
and facilitate flow of goods and services from producer to consumer in
the process of distribution.
DETERMINANTS OF MARKETING MIX
Marketing mix is the set of marketing tool that the firm uses to pursue its
marketing objects in the target marketing. It can be defined as a set of
controllable variables that firm can use to influence the buyers response
within in a given target market.
Various strategies are developed and implemented for delivering an
effective combination of wants – satisfy features consumer within target
markets.
The marketer has to take a series of decisions on four major ingredients
frequently referred to as the marketing mix variables: product, price,
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place and promotion. However, there are others P’s, which affect the
market situation e.g., packaging, pride, political relation, prestige, etc.
PRODUCT
A product is anything that can be offered to market for attention,
acquisition, use or consumption that might satisfy a want or need.
This is the most basic marketing mix tool, which stand for the firm’s
tangible offer to the market. The example of the product can be physical
goods [e.g. pen, copy], services [e.g. Teacher], person [e.g. Abdul
Kalam], place [e.g. Delhi] and organization [e.g. Apollo].
The following questions are asked with the respect to the physical
products and service features.
What size, shape and features should the product have?
How should it be packaged?
What aspect of services is most important to customer?
What type of warranties and services program should be provided?
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PRICE
Price is also one of the most flexible elements of the marketing mix, in
that it can be changed quickly, unlike product features and channels
commitments.
This is critical marketing mix tool and in simple words, is the amount of
money the customer has to pay for the product or services.
It is decided in such a way that the firm is able to earn normal profit in
the prevailing competition.
A few of the factor involving pricing strategy are to be born in mind.
How sensitive are consumer to price differences among brands?
How large a price reduction is needed to encourage purchase
during new product introduction and sales promotion?
What size discount should be given to those who pay in cash?
PLACE
The place variables involves consideration of where and how to offer
products and services for sales. It also concerned with the mechanism
for transferring goods and their ownership to consumers.
Decision and regarding:
What type of retails outlet should sell the firm’s offering?
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Where should they be located, and how many should be there?
What arrangement is needed to distribute products to retainers?
To what extent is it necessary for the company to own or maintain
tight control over activities or forms in the channel of distribution?
What image and client should the retainer seek to cultivate?
PROMOTON:
This tool of marketing mix deals with the various activities that the
company undertakes and promotes its products to the target marketing. It
deals with sales, promotion, advertising, personal selling, public relation.
Consumer related decisions include:
What methods of promotions are best for each specific situation?
What are the most effective means for gaining consumers
attention?
What method best convey the intended message?
How often should a given advertisement be presented?
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INTRODUCTION TO BRAND AWARENESS
With the opening of the market or the post liberalization period has
resulted in many companies entering the market with offering of their
goods and services.
In the earlier stages of economic revolution consumer had to accept what
the manufacturer has produced. But today’s consumers are much more
educated, demanding, expect lot more to suit their ever changing life
styles. By the quality, expectations have been elevated from time to time
in order to rebuild it-self around its customer. The manufacturer should
be able to satisfy, with the type of product and services to match the
ever-changing customer requirement.
In developing a marketing strategy for products, the sellers have to
confront the branding decision. Brand is a major issue in product.
Customers have strong preference for particular version and brand of
basic goods and services. The manufacturers eventually learn that
market power lies with the brand name companies. Consumers buying
decision is influenced by the brand.
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In this competitive world, the brand plays an important role and a brand
is very prominent asset owned by an organization. Brand is endowed
with awareness, perceived quality, associations and brand loyalty. Brand
is presented as creative idea.
A brand is a promise of the seller to deliver a specific set of benefits or
attributes or services to the buyer. Brand represents a level of quality.
Meaning
A brand is a symbol, a mark, a name that acts as a means of
communications which bring about an identity of a given product. A
brand in short is an identifier of the seller or the maker. A brand name
consists of words, letter or number that can be vocalized. Brand mark is
the visual representation of the brand like a symbol, design, distinctive
coloring or lettering. Brand creates a bond between the customer and a
product.
Definition
According to American Marketing Association “a brand is defined as
a name, item, sign, symbol or special design or some combination of
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these elements that is intended to identify the goods or services of one
seller or a group of seller. A brand differentiates these products from of
competitors.
In the word of Philip Kotler
A brand is name, term, sign, symbol or design or combination of them.
Intended to identify the goods or services of one seller or group of
sellers and to differentiate them from those of competitors.
Role of Branding
In today’s world brand name come to create, identify to distinguish one
product from another.
The following point to pin down its precise role.
Brand is a massive asset: Brand is an intangible asset, because it is
impossible to duplicate brand name.
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Brand is a promotional tool: The product differentiation is done by
a brand through sales promotion.
Brand is a weapon to protect market: A consumer has tried and
liked a product; the brand enables him to identify the product and
repeat the purchase.
Brand is antidote for middle men’s survival: The class of middle
man always tends to go for a successful brand.
Brand is a means of identification of customers: Brand is the
easiest way of identifying product or services by customers.
A brand can convey the consumers through six levels as shown below:
Attributes: a brand first brings to mind certain attributes for a
particular product.
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Benefits: consumers are buying benefits of the product which
brand.
Values: the brand tells about values which say same thing about
the product values.
Culture: the brand represents a different culture.
Personality: a brand project a personality which can be person,
animal or object.
User: the brand suggests its own target audience to use the
product.
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TYPES OF BRANDS
Brand Awareness of the Product
Aware of brand, when its presence is registered in the mind of
consumers. The level of awareness can range from mere recognition to
recall to top of mind to dominant. The company is spending money to
keep brand in consumer’s memory.
Strong brand awareness means easy acceptance of new products. Brand
with strong awareness can brought and sold to create brand name with
enduring strength.
An organization can put its customer awareness, identify and develop it
further to build strong brand. It is enhanced by creating a brand loyalty
and establishing brand identity of a product.
Brand awareness is asset which brand managers create and enhance to
build brand equity. It is related to the nature and features of product. it
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BRAND
Manufacturerbrand
NatoinalBrand
Private Brand
SingleBrand
MultipleBrand
FamilyBrand
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leads to brand strength which is constituted by measuring the variable
like leadership, stability, market, geographic trend, support, protection
etc…….
Creating brand awareness with the use of advertising, promotion event
management etc… a different brand has different kinds of awareness
which retains recognition.
Brand awareness satisfies a need of the consumer. A consumer as aims,
ambitions, motivation drives and desire. Consumer feels more powerful
when he uses the brand. Satisfaction or preference for a brand shows
how loyal the consumer is likely to the brand.
Now a day’s consumers are experience with brand awareness for
different products, where the consumers’ expectations levels are
increased towards brand.
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OBJECTIVES OF THE STUDY
To get better understanding of the brand image.
To do the comparison of AMUL MASTI DAHI with other
To make one’s action plan with company’s objective.
To know the brand image MASTI DAHI.
To know the consumers attitude and demand towards the brand.
To know the consumers reaction towards brand in terms of price,
offers & schemes
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SCOPE OF THE STUDY
The study plays a very important role in market research. It also
helps to understand and identify the human action towards
brand.
The information thus gathered by conducting a systematic
market research would help to find out the brand awareness of
the consumers.
This study is mainly focused towards people of Bangalore who
belongs to different age group and resides in different localities,
in order to find out their preference given to particular brand.
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NEED FOR THE STUDY
Today customers are facing a growing range of choice in the different
brands of products and services. They are making their choice on the
basis of their perceptions of brand, quality service and value.
Companies need to understand the rapid growth of local market place.
Where, the companies should choose brand name with an eye to their
global reach.
This study is not concerned only with brand awareness but deals also
with other facts. It includes a wide preview of
From where did they come to know about the product?
Did they feel that the brand is important to purchase?
If given, would they like to purchase same brand product again?
Did they feel that the branded product matches their expectations?
How the brands influence the market?
How relevant the brand towards trend?
Are they satisfied with the brand, price, quality etc….?
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These questions will help in understanding better, what factor influence
the people about brand awareness?
The marketers have realised that they have to take technical decisions
concerning the brand to cater to the need of the consumers to develop
brand identify and brand position.
The company must understand how their consumers perceive brand,
quality and how much they expect.
Therefore, it becomes very necessary to understand, analyse and
evaluate the brand awareness in the systematic manner and act
accordingly for existence.
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LIMITATIONS OF THE STUDY
The study is restricted to some areas of Bangalore city.
The findings of the study are based on the assumption that the
respondents divulged correct information.
The study is relevant only to present situation and not to future.
Bias and unwillingness of certain respondents to answering some
questions may hinder the study.
Some of the respondents were not fully co-operative and some of
them were annoyed to fill up the questionnaire.
The study may not be applicable over a period of time.
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STATEMENT OF THE PROBLEM
In this fast changing economy, it has become necessary to know how
much market power lies with the brand name. The study of comparative
analysis of brand awareness is essential in marketing planning.
The realistic side of the problems is: -
Many companies are aiming for high satisfaction because customers
who are just satisfied still it find it easy to switch when better offer
comes along. Those who are highly satisfied are much less ready to
switch. High satisfaction creates an emotional bind with the brand not
just a rational preference. The result is highly customer loyalty. Hence
an attempt has been made to identify the customer attitude and
satisfaction on Amul Masti Dahi.
The project has mainly been taken up to do the comparative analysis of
the brand awareness, buying motive. Apart from this, it is to understand
the new opportunity in the market for the improvement of brand
awareness and sales towards the product.
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RESEARCH METHODOLOGY
Data is the information collected from various sources. It is
concerned with gather accurate and proper knowledge about the problem
that is in hand. Formally there are two types of gathering information
namely primary data and secondary data.
Data collection mode:
Two methods have been used to collect the relevant data, which are
essential for the study, they are:
Primary Data: Data is collected to obtain desired information through
structured questionnaire.
Secondary Data: It is compiled through books, magazines, newspaper
and internet etc…
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Sampling plan:
A small selection of the large group which is taken for interviewing is
called sampling. A sample is taken representative and adequate which
gives proper information.
In order to study “brand awareness towards Amul masti dahi” the
following sampling plan was adopted.
Sample size:
A sample size of hundred was taken in order to carry the study.
Sampling unit:
For this survey the target population consisted of people residing in
various localities of Bangalore between the age group 20-70 who uses
Amul masti dahi. Instrument of data collection is questionnaire.
Sampling technique:
A simple random technique was adopted to select the representative
sample from the sampling unit.
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Tools for data collection
Data for this study is collected from both primary and secondary data.
The primary data is collected through a structured questionnaire which
was prepared to interview the respondents.
The secondary data was collected through discussion with officials of
the company to get general information; data was also collected from
newspaper, books, magazines, company records and internet etc…
PLAN OF ANALYSIS
The data is collected from both primary and secondary sources and also
been tabulated in the form of tables and drawn in to graphs depicting the
various finding significantly. The data collected through questionnaire
are analysed in detail and divided in to various categories of preferences
and conclusion are drawn on the possible changes are causes for brand
preference and market share is given based on the research study.
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INDUSTRY PROFILE
FOOD INDUSTRY
The food industry is the complex, global collective of diverse businesses
that together supply much of the food energy consumed by the world
population.
Only subsistence farmers, those who survive on what they grow, can be
considered outside of the scope of the modern food industry.
The food industry includes:
Regulation: local, regional, national and international rules and
regulations for food production and sale, including food quality and food
safety, and industry lobbying activities
Education: academic, vocational, consultancy
Research and development: food technology
Financial services: insurance, credit
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Manufacturing: agrichemicals, seed, farm machinery and supplies,
agricultural construction, etc.
Agriculture: raising of crops and livestock, seafood
Food processing: preparation of fresh products for market, manufacture
of prepared food products
Marketing: promotion of generic products (e.g. milk board), new
products, public opinion, through advertising, packaging, public
relations, etc
Wholesale and distribution: warehousing, transportation, logistics
Retail: supermarket chains and independent food stores, direct-to
consumer, restaurant, food services
ADVANTAGE OF INDIA UNDER FOOD INDUSTRY:
India is one of the largest food producers in the world
India has diverse agro-climatic conditions and has a large and diverse
raw material base suitable for food processing companies
Investment requirement of around US$ 15 billion exists in the food
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processing sector
India is looking for investment in infrastructure, packaging and
marketing
India has huge scientific and research talent pool
A largely untapped domestic market of 1000 million consumers
300 million upper and middle class consume processed food
200 million more consumers expected to shift to processed food by
2010
well developed infrastructure and distribution network
Rapid urbanization, increased literacy, changing life style,
increased number of women in workforce, rising per capita
income- leading to rapid growth and new opportunities in food and
beverages sector
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50 per cent of household expenditure by Indians is on food items
Strategic geographic location (proximity of India to markets in
Europe and Far East, South East and West Asia)
Under the food industry, Dairy product is very important part of
food processing. Dairy processing is acting good role in India.
Dairy Processing
Dairy is a place where handling of milk and milk products is done and
technology refers to the application of scientific knowledge for practical
purposes. Dairy technology has been defined as that branch of dairy
science, which deals with the processing of milk and the manufacture of
milk products on an industrial scale.
India ranks first in the world in terms of milk production. Indian
production stands at 91 million tones growing at a CAGR of 4 per cent.
This is primarily due to the initiatives taken by the Operation flood
programmes in organizing milk producers into cooperatives; building
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infrastructure for milk procurement, processing and marketing and
providing financial, technical and management inputs by the Ministry of
Agriculture and Ministry of Food Processing Industries to turn the dairy
sector into viable self-sustaining organized sector. About 35% of milk
produced in India is processed. The organized sector (large scale dairy
plants) processes about 13 million tones annually, while the unorganized
sector processes about 22 million tones per annum. In the organized
sector, there are 676 dairy plants in the Cooperative, Private and
Government sectors registered with the Government of India and the
state Government.
FMCG
Products which have a quick turnover, and relatively low cost are known
as Fast Moving Consumer Goods (FMCG). FMCG products are those
that get replaced within a year. Examples of FMCG generally include a
wide range of frequently purchased consumer products such as toiletries,
soap, cosmetics, tooth cleaning products, shaving products and
detergents, as well as other non-durables such as glassware, bulbs,
batteries, paper products, and plastic goods. FMCG may also include
pharmaceuticals, consumer electronics, packaged food products, soft
drinks, tissue paper, and chocolate bars.
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A subset of FMCGs is Fast Moving Consumer Electronics which
include innovative electronic products such as mobile phones, MP3
players, digital cameras, GPS Systems and Laptops. These are replaced
more frequently than other electronic products.
White goods in FMCG refer to household electronic items such as
Refrigerators, TVs, Music Systems, etc.
Indian FMCG Sector
The Indian FMCG sector is the fourth largest in the economy and has a
market size of US$13.1 billion. Well-established distribution networks,
as well as intense competition between the organized and unorganized
segments are the characteristics of this sector. FMCG in India has a
strong and competitive MNC presence across the entire value chain. It
has been predicted that the FMCG market will reach to US$ 33.4 billion
in 2015 from US $ billion 11.6 in 2003. The middle class and the rural
segments of the Indian population are the most promising market for
FMCG, and give brand makers the opportunity to convert them to
branded products. Most of the product categories like jams, toothpaste,
skin care, shampoos, etc, in India, have low per capita consumption as
well as low penetration level, but the potential for growth is huge.
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The Indian Economy is surging ahead by leaps and bounds, keeping
pace with rapid urbanization, increased literacy levels, and rising per
capita income.
The big firms are growing bigger and small-time companies are catching
up as well. According to the study conducted by AC Nielsen, 62 of the
top 100 brands are owned by MNCs, and the balance by Indian
companies. Fifteen companies own these 62 brands, and 27 of these are
owned by Hindustan Lever. Pepsi is at number three followed by Thums
Up. Britannia takes the fifth place, followed by Colgate (6), Nirma (7),
Coca-Cola (8) and Parle (9). These are figures the soft drink and
cigarette companies have always shied away from revealing. Personal
care, cigarettes, and soft drinks are the three biggest categories in
FMCG. Between them, they account for 35 of the top 100 brands
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THE TOP 10 COMPANIES IN FMCG SECTOR
Hindustan Unilever Ltd.
ITC (Indian Tobacco Company)
Nestlé India
GCMMF (AMUL)
Dabur India
Asian Paints (India)
Cadbury India
Britannia Industries
Procter & Gamble Hygiene and Health Care
Marico Industries
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Company profile
THE TASTE OF INDIA, AMUL comes from the Sanskrit word
Amoolya, means priceless. It was suggested by a quality control expert
in Anand and it was chosen because it was a perfect acronym for Anand
Milk Union Limited. AMUL was formed under the dairy cooperative
movement in India in 1946.
The Amul Pattern has established itself as a uniquely appropriate
model for rural development. Amul has spurred the White Revolution of
India, which has made India the largest producer of milk and milk
products in the world.
It is also the world's biggest vegetarian cheese brand. 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
agro system 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.
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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 agro-economic 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 and
➢ Even though, growing with time and on scale, it has remained with
the smallest producer members. In that sense, Amul is an example of par
excellence, of an intervention for rural change.
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Organisation structure
It all started in December 1946 with a group of farmers keen to free
Them selves from intermediaries, gain access to markets and thereby
ensure maximum returns for their efforts.
Based in the village of Anand, the Kaira District Milk Cooperative
Union (better known as Amul) expanded exponentially. It joined hands
with other milk cooperatives, and the Gujarat network now covers 2.12
million farmers, 10,411 village level milk collection centers and fourteen
district level plants (unions) under the overall supervision of GCMMF.
There are similar federations in other states. Right from the beginning,
there was recognition that this initiative would directly benefit and
transform small farmers and contribute to the development of society.
Markets, then and even today, are primitive and poor in infrastructure.
Amul and GCMMF acknowledged that development and growth could
not be left to market forces and that proactive intervention was required.
Two key requirements were identified.
The first, that sustained growth for the long term would depend on
matching supply and demand. It would need heavy investment in the
simultaneous development of suppliers and consumers.
Second, that effective management of the network and commercial
viability would require professional managers and technocrats. To
implement their vision while retaining their focus on farmers, a
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Amul Masti Dahi
hierarchical network of cooperatives was developed, which today forms
the robust supply chain behind GCMMF's endeavors. The vast and
complex supply chain stretches from small suppliers to large fragmented
markets. Management of this network is made more complex by the fact
that GCMMF is directly responsible only for a small part of the chain,
with a number of third party players (distributors, retailers and logistics
support providers) playing large roles.
Managing this supply chain efficiently is critical as GCMMF's
competitive position is driven by low consumer prices supported by a
low cost system. The Union looks after policy formulation, processing
and marketing of milk, provision of technical inputs to enhance milk
yield of animals, the artificial insemination service, veterinary care,
better feeds and the like – all through the village societies.
List of Products Marketed by Amul:
Breadspreads:Amul Butter
Amul Lite Low Fat Bread spread
Amul Cooking Butter
Cheese Range:Amul Pasteurized Processed Cheddar Cheese
Amul Processed Cheese Spread
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Amul Pizza (Mozarella) Cheese
Amul Shredded Pizza Cheese
Amul Emmental Cheese
Amul Gouda Cheese
Amul Malai Paneer (cottage cheese)
Utterly Delicious Pizza
Mithaee Range (Ethnic sweets):Amul Shrikhand (Mango, Saffron, AlmondPistachio,Cardamom)
Amul Amrakhand
Amul Mithaee Gulabjamuns
Amul Mithaee Gulabjamun Mix
Amul Mithaee Kulfi Mix
Avsar Ladoos
UHT Milk Range:Amul Shakti 3% fat Milk
Amul Taaza 1.5% fat Milk
Amul Gold 4.5% fat Milk
Amul Lite Slim-n-Trim Milk 0% fat milk
Amul Shakti Toned Milk
Amul Fresh Cream
Amul Snowcap Softy Mix
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Pure Ghee:Amul Pure Ghee
Sagar Pure Ghee
Amul Cow Ghee
Infant Milk Range:Amul Infant Milk Formula 1 (0-6 months)
Amul Infant Milk Formula 2 (6 months above)
Amulspray Infant Milk Food
Milk Powders:Amul Full Cream Milk Powder
Amulya Dairy Whitener
Sagar Skimmed Milk Powder
Sagar Tea and Coffee Whitener
Sweetened Condensed Milk:Amul Mithaimate Sweetened Condensed Milk
Fresh Milk:Amul Taaza Toned Milk 3% fat
Amul Gold Full Cream Milk 6% fat
Amul Shakti Standardised Milk 4.5% fat
Amul Slim & Trim Double Toned Milk 1.5% fat
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Amul Saathi Skimmed Milk 0% fat
Amul Cow Milk
Curd Products:Yogi Sweetened Flavoured Dahi (Dessert)
Amul Masti Dahi (fresh curd)
Amul Masti Spiced Butter Milk
Amul Lassee
Amul Icecreams:Royal Treat Range (Butterscotch, Rajbhog, Malai Kulfi)
Nut-o-Mania Range (Kaju Draksh, Kesar Pista Royale, Fruit
Bonanza Roasted Almond)
Nature's Treat (Alphanso Mango, Fresh Litchi, Shahi Anjir, Fresh
Strawberry, Black Currant, Santra Mantra, Fresh Pineapple)
Sundae Range (Mango, Black Currant, Sundae Magic, Double
Sundae)
Assorted Treat (Chocobar, Dollies, Frostik, Ice Candies, Tricone,
Chococrunch, Megabite, Cassatta)
Utterly Delicious (Vanilla, Strawberry, Chocolate, Chocochips,
Cake Magic)
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Chocolate & Confectionery:Amul Milk Chocolate
Amul Fruit & Nut Chocolate
Brown Beverage:Nutramul Malted Milk Food
Milk Drink:Amul Kool Flavoured Milk (Mango, Strawberry, Saffron,
Cardamom, Rose, Chocolate)
Amul Kool Cafe
Health Beverage:Amul Shakti White Milk Food
PRODUCT PROFILE
Dahi is popular in Indian diet through ages. Dahi is the product made by coagulation of milk with the help of lactic acid fermentation by
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advantageous bacteria. Dahi is more preferred from of all the nutrients of milk in pre-digested form.
Amul Masti Dahi is made from standardized milk with 4.5% fat and 8.5% SNF which gives creamy compact body and texture. Fat content is 50 % more than other brands. It is made in the most hygienic way with state of art modern processing plant. It is made with special culture called “Direct Vat set Culture” (DVC), they are RST and CHN-11 contains mixer of acid producing and flavour producing organism to give smooth, mild acidic taste and pleasant flavour consistently. Amul Masti Dahi is available in convenient and attractive reusable plastic cups. Which are sealed with tamper proof aluminium seals to avoid any adulteration. This curd is available in two different packs sizes 200 gm and 400 gm cups
Total Market size of Curd.
Per capita consumption of milk is 225ml per person per day. Out of this, 25% of milk is converted into curd. So consumption of curd is 50 gm per person per day. So for town with 100,000 population market potential for curd is 5 MT/Day.
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Attractive Pricing during the summer of the year 2009.
Masti Dahi advantages
Rich sources of calcium good for growing kids, women and figure
conscious people.
Probiotic food - contains live bacteria that improves digestion,
strengthen immune system (resistance to disease), cure food
poisoning, restores original micro flora of human system.
MARKET SHARE
In all the market , where the company had launched Masti Dahi , its market share is more than 80 % except in south.
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200 gm 400 gm
MRP 12 20
WD Price 10.24 16.65
Margin 6.35 % 7.24 %
Trade price
10.85 % 17.86 %
Margin 10.62 % 12 %
Amul Masti Dahi
Major Competitors
Nestle is the major competitor with presence in north and south
markets.
Regional competitors
Mother Dairy in Delhi
Mahananda in Mumbai
Nandini , Aavin , Heritage and Nilgiri in South.
In Gujarat , Masti Dahi is the only packed curd in the market.
Brand Image
It tastes good.
Delicious to eat.
Preferred by the entire family.
Has convenient packaging.
Good for health.
Popular Brand.
SWOT Analysis of AMUL MASTI DAHI:-
Strength
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Low price: - The prices of Amul curd are comparatively low as
compared to other companies.
Good brand image: - It manufactures only milk and milk products,
which is purely vegetarian thus providing quality confidence in the
minds of the customers.
Indian brand:-The Company is having Indian origin thus creating
feeling of oneness in the mind of the customer.
Weakness
Improper supply.
No replacement
.
No separate delivery unit
.
No commercial refrigeration supply
.
Distribution channel is not properly hooked up.
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Opportunity
Expansion:-The company has the potential to expand the product
to the remote area of Bangalore, since the curd market is at
growing stage with very less competitor so by introducing new
brand & intensive advertisement, their can be a very good scope in
future.
Product offering:-Can offer wide variety of dahi under the
umbrella of amul masti dahi.
Existing market is not fully tapped & the company can increase
presence by penetrating further.
Threat
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The major threat is from other company who hold the majority
share of upper class consumer in the present market.eg-NESTLE.
There is no any brand loyalty in the curd market and the consumer
can change their brand.
DATA ANALYSIS AND INTERPRETATION
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On the basis of questionnaire I have analysed the response of 100 customers where the questionnaire was filled up by the customers and had tried to put analysis in graphical form.
Are you aware of AMUL MASTI DAHI?
Table 1
Awareness No. of Respondents
Yes 92
No 08
ANALYIS AND INTERPRETATION.
The above table analysis the awareness of customers towards AMUL MASTI DAH, wherein 92% of the respondents are aware of it and 08% are not aware of this product
Graph 1 showing the awareness of customer towards Amul Masti Dahi.
YES NO0
102030405060708090
92%
8%
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2. Which brand of set curd do you use most?
Table 2
Buying decision No. of RespondentsNestle 56Britannia 14Amul 22Other 08
ANALYIS AND INTERPRETATION.
The above table analysis the most preferred brand of the respondents,wherein 56 % of the respondents prefers Nestle. Amul is the second taste of the customers with 22% market share. Britannia is with 14% where as other brand like Nandini, Heritage are the consumers last taste.
Graph 2 shows uses of brand of set curd.
Nestle Britannia Amul Other0
10
20
30
40
50
60 56%
14%
22%
8%
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3. What make you to buy that brand?
Table 3
Buying reason No. of RespondentsPrice 07Quality 63Availability 16Brand image 14
ANALYIS AND INTERPRETATION.
The above table analysis shows the decision making factor for the customers to buy set curd. Most of the customers go according to the quality 63% of the respondents can not compromise with the quality. 16% take the product which is easily available, where as 14% looks at the brand and 7% are conscious about the price..
Graph 3 shows buying decision factor of set curd.
Price Quality Availability Brand0
10
20
30
40
50
60
70
7%
63%
16% 14%
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4. If the preferred brand is not available, will you purchase AMUL
MASTI DAHI?
Table 4
Customer response No. of Respondents
Yes 56
No 44
ANALYIS AND INTERPRETATION.
The above table analysis shows that 56% of the respondents thinks that Amul Masti Dahi is the best alternative for them in the absence of their preferred brand, whereas 44% customers cannot compromise with their brand.
Graph 4 shows best alternative if the preferred brand is absent.
Yes No0
10
20
30
40
50
6056%
44%
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5.From where do you buy set curd?
TABLE 5
Place of buying No. of RespondentsGrocery 35Super Market 57Bakery 08
ANALYIS AND INTERPRETATION.
The above table analysis the place of buy set curd. 35% of the respondents buy the set curd from Grocery shop, wherein 57 % of the respondents buy from the super market and 8% buy from bakery.
Graph 5 shows buying place of set curd.
Grocery Super market Bakery0
10
20
30
40
50
60
35%
57%
8%
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6. Is the opinion towards brand influence your purchase?
Table 6
Customer opinion No. of RespondentsYes 83No 17
ANALYIS AND INTERPRETATION.
The above table analysis the affect of schemes on the purchase plan of the respondents, wherein 69 % of the respondents decide their purchase according to the schemes and 31% of the respondents are not attracted towards tae schemes.
Graph 6 shows influence of brand in buying decision?
Yes No0
10
20
30
40
50
60
70
80
9083%
17%
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7. Has the brand AMUL influence your purchase?
Table 7
Influence of Amul Brand No. of Respondents
Yes 64
No 36
ANALYIS AND INTERPRETATION.
The above table analysis the influence of Amul brand, wherein 64 % of the respondents are fully influenced by the Amul brand, whereas 36% likes the product of different brand.
Graph 7 shows influence of brand name AMUL on the purchase.
Yes No0
10
20
30
40
50
60
70 64%
36%
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8. Do you think AMUL MASTI DAHI is better than other brand?
Table 8
Customer response No. of Respondents
Yes 28
No 72
ANALYIS AND INTERPRETATION.
The above table analysis the customer response towards the superiority of MASTI DAHI over other brands wherein 28 % of the respondents says that AMUL DAHI is the best, whereas 72% do not think so
Graph 8 shows superiority of AMUL MAST DAHI as compared with other brand.
Yes NO0
10
20
30
40
50
60
70
80
28%
72%
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9. Whether advertisement plays a very vital role in developing the brand?
Table 9
Customer opinion No. of RespondentsYes 79No 21
ANALYIS AND INTERPRETATION.
The above table analysis the affect of advertisement in developing the brand, where 79% of the respondents are agreed that advertisement is necessary in developing the brand, whereas 21% of the respondents do not think that the product need advertisement.
Graph 9 shows role of advertisement in developing a brand.
Yes No0
10
20
30
40
50
60
70
80
79%
21%
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10. If yes which media?
Table 10
Customer opinion No. of RespondentsTelevision 63Print media 12Hoarding 18Radio 07
ANALYIS AND INTERPRETATION.
The table and graph shows that 63% of the respondents believe that television is the best source of advertisement, whereas 12% believe that print media is the best source of advertisement at low cost. 18% suggested for hoarding and 7 % for radio to develop the brand.
Graph 10
Television Print media Hoarding Radio0
10
20
30
40
50
60
70 63%
12%
18%
7%
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11. Does the company need more advertisement to promote MASTI DAHI?
TABLE 11
Customer opinion No. of RespondentsYes 72No 28
ANALYIS AND INTERPRETATION.
The above table analysis the need of advertisement for promoting AMUL DAHI, where 72% says that the product needs advertisement for promotion and 28%of the respondents do not think that the product needs any advertisement.
Graph 11 shows need of advertisement for promoting MASTI DAHI.
Yes No0
10
20
30
40
50
60
70
80 72%
28%
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12. Does the various schemes affect your purchase plan?
Table12.
Customer opinion No. of RespondentsYes 69No 31
ANALYIS AND INTERPRETATION.
The above table analysis the affect of schemes on the purchase plan of the respondents, wherein 69 % of the respondents decide their purchase according to the schemes and 31% of the respondents are not attracted towards tae schemes.
Graph 12 shows affect of schemes on purchasing plan.
Yes No0
10
20
30
40
50
60
70
69%
31%
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13. What is the weekly consumption of set curd of your family?
Table 13
WEEKLY CONSUMPTION No. of RespondentsLess than 400 gm 14400 gm – 800 gm 27800 gm – 2 kg 43More than 2 kg 16
ANALYIS AND INTERPRETATION.
The table and the graph show the consumption of set curd of 100 families in a week. 14% of the family consumes less than 400 gm of curd, whereas 27% families consumes 400 gm to 800 gm of set curd, above all of that 43% consumes 800 gm to 2 kg and only 16% of families consumes less than 2 kg of curd.
Graph 13
Less than 400 gm 400gm-800gm 800gm-2kg More than 2kg0
5
10
15
20
25
30
35
40
45
14%
27%
43%
16%
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14. What is your monthly family income?
Table 14
Family Income No. of respondentsLess than 15k 0215k – 25k 2925k – 50k 42More than 50k 27
ANALYIS AND INTERPRETATION.
The above table analysis the monthly family income of the respondents, wherein 29% of the respondents have a family monthly income is in between 15,000-25,000, 42% of the respondents falls in 25,000-50,000 bracket, 27% above 50,000 and 2% below 15,000.
Graph 14
Less than 15k 15k – 25k 25k – 50k More than 50k0
5
10
15
20
25
30
35
40
45
2%
29%
42%
27%
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15. Table shows the gender of the respondents.
Table 15
Gender No. of respondentsMale 28Female 72
ANALYSIS AND INFERENCE.
The above table shows that out of the total respondents surveyed 28 % of the respondents were male and 72% of the respondents were females.
Graph 15
Male Female0
10
20
30
40
50
60
70
80
28%
72%
FINDINGS:
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Based on consumers survey report –
High brand awareness 92%
On the basis of customer survey report most of the respondent was from middle and higher middle class.
Nestle curd is rolling almost three times more than Amul Masti Dahi because of its quality, availability and more number of product range.
Housewife is the key decision maker 72%
Most of the respondents buy the products based on the quality
Nestle is the market leader
Brand loyalty plays an important role for purchasing the product
Most of the respondent have expressed that proper advertisement is necessary to create demand in the market.
SUGGESTIONS
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Since the set curd is consumed by upper class and upper middle
class, company must go for the verities of products like sugar free
curd for old age people, slim curd for teen age with different
flavour.
Company should provide commercial refrigeration supply to keep
the product in set form
The product needs advertisement to create the brand value.
Availability of the product in the shop is the most important factor.
There is always a complaint from the distributors regarding supply
shortage from the company which can be checked by centralizing
the distribution channel .in such case if the distributors does not
have proper stock to supply the product in the required retail shop
then the problem can be solved by taking it from the other
distributor of the Amul company which is nearby to their place.
There is no doubt that Amul curd is a brand name, but it should
create brand identity.
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Company should provide expiry replacement facility to the
retailers, which will keeping the stock
Supply should be regular to all the outlets including those that lie in the pocket roads and not just in the outlets which lie on the easily accessible routes.
Amul has a relatively good distribution network, but still company is not able to fulfill the demand of outlet in the peak season when demand is very high. Here company should consider on the supply of product in the peak season.
Only fresh product should be supply in the outlet. The main cause of the supply of fresh product is that customer always wants fresh product. They don’t want to take 3 or 4 days old product.
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CONCLUSION
This project was of great importance to me, I have learnt a lot in this
project, As we know that Amul is a 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 but curd industry is also a
profitable industry and the company cannot ignore it. With the help of
research, company can find out its week points in curd and can increase
its market share through rectify mistakes. Finally I hearby conclude by
saying that I was really privileged to work in the company like Amul
and had got such a real time exposure of FMCG company.
.
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BIBLIOGRAPHY:
MARKETING MANAGEMENT AUTHOR (PHILIP KOTLER)
PRINCIPLES OF MARKETING C.A SONTAKKI
BASIC MARKET PRINCIPLE AND MARKETING TOM CANNON
PUBLISHED BY CASELL PUBLISHERS LTD.
WEBLIOGRAPHY:
WWW.Wikipedia.Org
www.Amul.com
www.google.com
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QUESTIONNAIRE
Dear Sir/ Madam,
I am Md. Anzer Kalim, student of 3rd trimester PDGM (AICTE) of
DAYANANDA SAGAR BUSINESS SCHOOL, Doing a market
Research on “Comparative analysis of the development of brand of
Amul masti Dahi”.
Are you aware of AMUL MASTI DAHI?
a) Yes b) No
2. Which brand of set curd do you use most?
a) Nestle b) Britannia c) Amul d) other
3. What make you to buy that brand?
a) Price b) quality c) Availability d) brand
4. If the preferred brand is not available, will you purchase AMUL MASTI DAHI?
a) Yes b) No
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5. From where do you buy set curd?
Grocery b) super market c)bakery
6. Is the opinion towards brand influence your purchase?
a) Yes b) No
7. Is the opinion towards brand influence your purchase?
a) Yes b) No
8. Has the brand AMUL influence your purchase?
a) Yes b) No
9. Do you think AMUL MASTI DAHI is better than other brand?
a) Yes b) No
10. Whether advertisement plays a very vital role in developing the brand?
a) Yes b) No
11. If yes which media?
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a) Television b) Print media c) Hoarding d) Radio
12. Does the company need more advertisement to promote MASTI DAHI?
a) Yes b) No
13. Does the various schemes affect your purchase plan?
a) Yes b) No
14. What is the weekly consumption of set curd of your family?
< 400 gm b) 400gm – 800gm c) 800gm – 2kg d) > 2kg
15. What is your monthly family income?
< 15 k b) 15k – 25k c) 25k – 50k d) > 50k
Any other suggestions……………………………………
………………………………………………………………
Name Age
Gender Family Income
Contact E- mail ID
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