(A Study on AMUL’S Dairy Product and Newly Launched Category of Chocolates)

Submitted By

Owis Husenali Bashid

M17106B1028

Marketing

Batch 2017-2019

UNDER THE GUIDANCE OF

(Manasi Phatak)

A PROJECT SUBMITTED IN PARTIAL FULFILMENT OF MMS TO

VIDYALANKAR INSTITUTE OF TECHNOLOGY

Wadala (East), Mumbai 400 037

University of Mumbai

1
 DECLARATION

I hereby declare that all the work presented in the project report entitled “A Study on AMUL’S Dairy
Product and Newly Launched Category of Chocolates GUJARAT CO-OPERATIVE MILK
MARKETING FEDERATION LIMITED.

At Vidylankar Institute of Technology, Wadala and AMUL is my authentic record of my own work carried out.

Date:

Place Name: Owis Husenali Bashid

Mumbai Signature

2
ACKNOWLEDGEMENT 

3
Table of content

TOPIC PAGE NUMBER

Executive Summary 05

Introduction on Amul 06

Industry Profile 09

GCMMF 10

Vision, mission and objective 12

Product Range of Amul 13

Services and Client 16

SWOT Analysis 17

Data collection 18

Analysis & Interpretation (Consumer) 20

Questionnaire (Consumer) 32

Analysis & Interpretation (Retailer) 39

Annexure 56

Bibliography 59

Executive Summary

4
INTRODUCTION

The Birth of Amul

 It all began when milk became a symbol of protest

 Founded in 1946 to stop the exploitation by middlemen

5
 Inspired by the freedom movement

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

In 1946, the farmers of this area went on a milk strike refusing to be cowed down by the cartel.
Under the inspiration of Sardar Patel, and the guidance of leaders like Morarji Desai and
Tribhuvandas Patel, they formed their own cooperative in 1946. 
This co-operative, the Kaira District Co-operative Milk Producers Union Ltd. began with just two
village dairy co-operative societies and 247 litres of milk and is today better known as Amul
Dairy. Amul grew from strength to strength thanks to the inspired leadership of Tribhuvandas
Patel, the founder Chairman and the committed professionalism of Dr Verghese Kurien, who was
entrusted the task of running the dairy from1950.

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

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

The Amul Model

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

6
 Establishment of a direct linkage
between milk producers and consumer by
eliminating middlemen

 Milk Producers (farmers) control

procurement, processing and marketing.

 Professional management

7
The Amul model has helped India to emerge as the largest milk producer in the world. More than
15 million milk producers pour their milk in 1,44,500 dairy cooperative societies across the
country. Their milk is processed in 184 District Co-operative Unions and marketed by 22 State
Marketing Federations, ensuring a better life for millions.

Industry Profile

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. The dairy sector in the India has shown remarkable development
in the past decade and India has now become one of the largest producers of milk and value-
added milk products in the world. The dairy sector has developed through co-operatives in many

8
parts of the State. During 1997-98, the State had 60 milk processing plants with an aggregate
processing capacity of 5.8 million litres per day. In addition to these processing plants, 123
Government and 33 co-operatives milk chilling centers operate in the State. Also, India today is
the lowest cost producer of per litre of milk in the world, at 27 cents, compared with the U.S' 63
cents, and Japan’s $2.8 dollars.

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 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

Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF), is India's largest food

product marketing organization with annual turnover (2016-17) US$ 4.1 billion. Its daily milk
procurement is approx. 18 million lit per day from 18,549 village milk cooperative societies,
18-member unions covering 33 districts, and 3.6 million milk producer members. It is the
Apex organization of the Dairy Cooperatives of Gujarat, popularly known as 'AMUL’, which
aims to provide remunerative returns to the farmers and also serve the interest of consumers by
providing quality products which are good value for money. Its success has not only been
emulated in India but serves as a model for rest of the World. It is exclusive marketing
organization of 'Amul' and 'Sagar' branded products. It operates through 56 Sales Offices and
has a dealer network of 10000 dealers and 10 lakh retailers, one of the largest such networks in
India. Its product range comprises milk, milk powder, health beverages, ghee, butter, cheese,
Pizza cheese, Ice-cream, Paneer, chocolates, and traditional Indian sweets, etc.

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GCMMF – An Overview

Year of Establishment 1973

18 District Cooperative Milk Producers'
Members
Unions
No. of Producer Members 3.6 Million
No. of Village Societies 18549

Total Milk handling capacity per day 30 Million litres per day

Milk Collection (Total - 2016-17) 6.44 billion litres

Milk collection (Daily Average 2016-
17.65 million litres
17)

Cattle feed manufacturing Capacity 7800 Mts. per day

Sales Turnover -(2016-17) Rs. 27043 Crores (US $ 4.1 Billion)

GCMMF SALES TURNOVER IN GRAPHICAL REPRESENTATION

Sales Turnover Rs (million) US$ (in million)

2013-14 181434 3024

2014-15 207330 3410
2015-16 229720 3500
2016-17 270850 4100

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 SALES IN MILLION
300000

250000

200000

150000

100000

50000

0
2014-15 2015-16 2016-17

SALES IN MILLION

AMUL Vision Mission and Future Plans

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.

 To satisfy the taste and nutritional requirements of the consumers and increasing number
of these consumers today are to be found only at the large format stores. Hence, in order to reach
these consumers, we need to form equitable alliances with organized retail chains wherever
possible.

Objective:

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

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THE PRODUCT RANGE

Bread spreads Amul Butter, Amul Lite, Delicious Table Margarine

Cheese Range Amul Pasteurized Processed Cheddar Cheese, Amul

Processed Cheese Spread, Amul Pizza (Mozzarella)
Cheese, Amul Emmental Cheese, Amul Gouda
Cheese, Amul Malai Paneer (cottage cheese), Utterly
Delicious Pizza

Fresh Milk Amul Gold Full Cream Milk 6% fat, Amul Shakti

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

UHT Milk Range Amul Gold 4.5% fat Milk, Amul Shakti 3% fat Milk,
Amul Taaza1.5% fat Milk, Amul Lite Slim-n-
Trim Milk, Amul Fresh Cream

Milk Powder Amul Full Cream Milk Powder, Amulya Dairy

Whitener, Sagar Skimmed Milk Powder, Amulspray
Infant Milk Food, Sagar Tea and Coffee Whitener

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

Curd product Amul Masti Dahi (fresh curd), Amul Masti Spiced
Butter Milk, Amul Lassi, Amul Flaavyo Yoghurt

Ghee Amul Pure Ghee, Sagar Pure Ghee

Mithaee Range (Ethnic Sweets) Amul Shrikhand, Amul Mithaee Gulab jamuns,
Amul Basundi, AvsarLadoos

Sweetened Condensed Milk Amul Mithaimate

Amul Newly Launched Ice cream Epic Choco Almond, Epic Almond Fudge, Epic Tanzania,

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 Colombia, Epic Peru.

Amul Chocolates Amul Milk Chocolate, Amul Fruit & Nut Chocolate,

Amul Choco mini, Amul Bindass, Amul Dark
chocolates. Dark passion, energy bar, Amul Choco
Cracker, Amul 90% bitter chocolates, Amul Green
tea chocolates, Amul Sugar free Chocolates.

Amul newly Launched Single Origin Amul Venezuela, Amul Ivory coast, Amul Peru Dark
Chocolates Amazon, Amul Colombia, Amul Tanzania, Amul
Equador Tropical Dusk, Amul Madagascar, Amul
Orange Tropical, Amul Mystic Mocha.

Amul Frozen Foods Amul French Fries, Aloo Tikki, Amul Hash Brown,
Amul Burger Patty, Amul Masala Paneer Nuggets,
Cheese Poppons, Amul Cheese Onion Paratha.

The List of products Of Amul which was marketed by Amul

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Amul Newly Launched Single Origin Chocolates

List of Competitors of Amul

Cheese Range Britannia cheese, Mother

Dairy Cheese, Gowardhan, Kraft and
Prabhat

Mithaee Range (Ethenic sweets) Haldiram’s

Milk Range Mother Dairy, Nestle, Aarey, Gokul,

Prabhat

Amul Ice-creams Quality Walls, Mother Dairy,

Pastonjee, Vadila, Cream Bell

Frozen foods McCain’s

Chocolates Cedbury, Nestle, Parle.

SERVICES:

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

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 It is also the sole selling agent for the National Dairy Development Board’s (NDDB)
edible Oil, DHARA‟.
 GCMMF is India's largest exporter of Dairy Products. It has been accorded a "Trading
House" status. GCMMF has received the APEDA Award from Government of India for
Excellence in Dairy Product Exports for the last 13 years.

CLIENTS:

 Major clients are the five stars hotels (TAJ, Oberoi etc.) and big restaurants throughout
the country.
 Many of Amul’s products are now available in the USA, Gulf Countries and Singapore.

SWOT Analysis of Amul

STRENGTH

1. Brand name and Goodwill.

2. India’s major giant player in dairy products & in Ice Cream product

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3. Wide product range.

4. Qualified marketing & sales force.

5. High-quality products sold at reasonable prices.

WEAKNESS

1. Lack of availability of stock at various locations.

2. Lack of promotions (advertisements/offers/schemes).

3. Low profit margin to retailers.

OPPORTUNITIES

1. Areas can be targeted to cover Retailers look for convenience and margin.

2. Promotions will pay good results, market is lacking with the same.

3. A great opportunity to cash the brand name once again by giving good quality products.

4. Weak up the entire market as per the demand.

THREAT

1. Some customers are in the hand of retailers because the retailer enjoys good profit margin from
another competitor’s brand.

 2. Psychological state of mind of retailers and consumers.

3. Old manufacturing date on packs is a major threat.

4. Competitors are cutting up the market share of Amul Product

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DATA COLLECTION
Objectives of the Study

To determine market size of AMUL chocolate.

To determine the perception of dealer/ retailer of AMUL chocolate.
To determine penetration in chocolate market with its competitor Cadbury &
Nestle.
Source of Data

This project is based on information collected from primary sources. After the
detailed study, an attempt has been made to present comprehensive analysis of
consumption of Amul chocolates consumed by the people. The data have been
used to cover various aspects like consumption, consumer’s preference and
customer’s satisfaction regarding Amul chocolates.

The two sources of data used for the purpose and study are:

Primary data
The primary data comprises information survey of chocolate consumers and
retailers. The data has been collected directly from respondent with the help of
structured questionnaires.

Secondary data
Secondary data are those, which have already been collected. The secondary data
was collected from internet and references from Library. Secondary data for the
study has been compiled from the report and official publication of the
organization, which have helped in getting and insight of the present scenario
existing in the operation of the company.

Research Design
This part describes the methods and procedure used for collection and analysis of
data in the study. The specific methodology adopted for the selection of different
units and other details are given below.

Sampling Technique
To achieve the objectives of the study simple random sampling method was used.

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Sample Unit
Retailers of chocolate and consumers who consumes chocolate were selected from
Mumbai city.
Sample Size
Sample of respondents was 110 (60 consumers and 50 retailers)

Analytical Tools
The data collected during the period of inquiry were compiled and analysed
systematically through tabular analysis and keeping in view of the objectives of the
study.

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ANALYSIS & INTERPRETATION
Q1.

Interpretation -The survey which was conducted in which 58.3% were male and
41.7% were female. So, there were more number of male as compared to female.

Q2.

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Interpretation-The above graph shows the ages of people who had done survey in
which
Below 18 where 1.7% ,19 – 25 where 93.3%, 25 – 35 where 5%, 35 – 45 & Above
45 where 0 %. So, this where the different age group who have done the survey.

Q3.

Interpretation-The above graph shows that 91.7% people’s choice is to buy

Branded chocolates whereas 8.3% prefer Non-Branded.

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Q4.

Interpretation-The above graph shows that 68.3% prefer Cadbury, 10% prefer
Nestle, 8.3% prefer Amul, 8.3% prefer Ferrero Rocher while 5% prefer other
brands.
Q5.

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Interpretation-The above graph shows rating or preference of people’s choice on
theirs factors when they purchase chocolate. Often, flavour or taste rated the most
followed by Quality & Packaging and the Price.

Q6.

Interpretation- Weekly purchasing of chocolates is 53.3%, 18.3% monthly, 21.7%

is occasionally and 6.7% is daily.

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Q7.

Interpretation- The above graph shows that creamy chocolate choice is higher
with 28.3%, followed by wafer 11.7%, 16.7% nuts, 23.3% crunchy, fruit shares
15% and others 5%.
Q8.

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Interpretation- 70% people buy from local stores, 21.7% from super market, 3.3%
from bakeries and 5% from other.

Q9.

Interpretation- The above graph shows that 45% purchase affects due to
suggestion from friends & relatives, 38.3% from advertisement, 8.3% from
attractive display, 5% from Brand Ambassadors and 3.3% from online reviews.
Q10.

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Interpretation- Television ads influence the most with 55%, followed by 26.7%
get influenced by social media, 1.7% from newspaper, 1.7% from hoardings and
15% by other media.
Q11.

Interpretation- Best reasonable price seems to be Rs. 10-30 with 43.3%, 35%
seems to be in favor of Rs. 50, 11.7% seems to prefer Rs. 50-70 ,6.7% to prefer
less than Rs.100and 3.3% seems to prefer less than Rs.10.
Q12.

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Interpretation- The above graph shows that people prefer more energy nutritional
factor with 40%, while 35% protein, 11.7% fat, 1.7% iron, 5% calcium, 5%
carbohydrates, 1.7% fiber.

Q13.

Interpretation- The above graph shows that low sugar levels chocolate will be the
best choice for brands to focus on as it is 33.3%, 30 % with low fat levels, 21.7%
with low calorie levels & 15% other factors.

Q14.

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Interpretation- 75% peoples says that they prefer chocolate anytime, while after a
meal has 16.7%, 1.7% with they are happy, 3.3% when they are sad & 3.3% early
in morning as their first thing.

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Q15.

Interpretation- The people who have tasted the Amul Chocolate and feel good is
43.3%, while 40% says its ok, 6.7% with its fabulous, 3.3% says the find it terrible,

6.7% it was not very good for them.

Q16.

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Interpretation- Price factor plays an important role which can be seen through this
graph with 43.3% for yes, 20% no % 36.7% for maybe.

Q17.

Interpretation- Controversy does not affect the choice of not eating chocolates of
a brand with 51.7% no, 16.7% yes and 31.7% maybe.

Q18.

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Interpretation- There is a less chance that addiction towards chocolates is more
with 48.3% no, 33.3% yes and 18.3% maybe.
Q19.

Interpretation- The above graph shows that large number of people are brand
loyal with 48.3% yes, 31.7% no and 20% maybe.

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Q20.

Interpretation- Choice of people from gifting sweets to chocolate is increased and

contributes to 65% yes, 16.7% no and 18.3% sometimes.

QUESTIONNAIRE

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32
33
34
35
36
37
38
Data Analysis and Interpretation:

Analysis of the data (from the questionnaire) obtained from the Amul Retail Shops.

Q.1. Do you stock Amul dairy products?

a.) Yes b.) No

Table 1. Stock Amul Dairy

Stockiest No of Respondent
Yes 45
No 5
Total sample Size 50

Graph no: 1. No of retailer who keeps the Stock of Amul

50
Stockiest ofAmul
45
40
35
30
25 Stockiest ofAmul
20
15
10
5
0
yes no

Interpretation of Graph 1

As per the graph we can interpret that only 10% retailers are not maintaining the stock of “Amul”
Dairy Product, so majority market segment has been covered by this company and for the
remaining market share we can interpret that it has been covered by their competitors.

Q.2. If no, why?

 a) Absence of packaging date b) Low margin c) No Replacement for leakage d) Low distribution

39
Table no 2. What are the reasons retailers not keeping Amul Product?

Reason No of Retailer

Absence of packaging date 5

Low Margin 30

No Replacement for leakage 15

Low distribution 5

Total sample size 50

Graph: 2. Reason behind not to stock Amul product

Reason behind not to stock Amul Product

30
20
10
0

Interpretation

From the above-mentioned graph, we can conclude that the remaining 10% retailers are not
keeping the “Amul” dairy products because their major competitors in this region i.e. “Britannia”
& “Prabhat” is giving more margins to their retailers. And another reason for not purchasing its
products is not providing replacement facility.

Q3: Which is the most preferable brand of dairy product that you stock?

a) Amul b) Britannia  c) Nestle d) Prabhat

Table no: 3. Retailer stock

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 Product Brand Retailer stock
Amul 25
Britannia 10
Nestle 7
Prabhat 8
Total sample size 50

Graph no: 3. Retailer stock

Retailer stock
30
25
20
Retailer stock
15
10
5
0
amul Britannia Nestle Prabhat

Interpretation

From the above-mentioned graph, we can interpret that major sample customers are Preferring the
“Amul” dairy products due to the best Mrp and taste in comparison to their Competitors and that
is the main reason of major market segments.

4. In Amul, what products do you preferred to store of Amul Product?

a.) Amul butter  b) Paneer  c) Butter milk   d) Dahi e) Flavored milk  f) Cheese  

g) Amul pro h) chocolates

i) Others

Table no: 4. Retailer Preferred Product

Amul product Retailer Preference

Amul butter  45

41
 Paneer 40
Butter milk 40
Dahi 35
Flavored Milk 38
Cheese 45
Amul Pro 5
Chocolates 40

Graph no: 4. Retailer Preferred Product.

Retailer Preferred Product

50
40
30
20 Retailer preffered
Product
10
0
Am ese

es
ilk
ilk

Ch l pro
Pa r
tte r

vo ah
tte

Bu nee

at
M
rM

e
Bu

ol
Ch

u
d

oc
re
ul
am

Fla

Interpretation:

From the above-mentioned graph, we can interpret that customers mainly preferred the
“Amul Butter” and “Amul Cheese and Paneer and other product except Amul pro, and it is only
due to increasing demand for the fast food in Indian market. However, customers also prefer
“Amul Chocolates” because it produces much different flavored Chocolates in comparison to
their main competitors.

5. What is the source from where do you get Amul Products?

a.) Distributors  b.) Other suppliers

Table no 5: Sources from where you get the Product

Sources Respondent
Distributor 48

42
 Other suppliers 2
Total sample size 50

Graph no 5: Sources from where you get the Product

sources
60
50
40
sources
30
20
10
0
distributor Other Suppliers

Interpretation.

As per the graph we can conclude that majority of its products are selling to their retailers by their
distributors and remaining Retailers are directly purchasing from the market i.e. from the
supermarket and malls.

6. Do you stock Chocolates?

a) Yes b) No

Table no: 6. Stock of Chocolates.

Stocking of Chocolates Respondent

Yes 40
No 10
Total sample size 50

Graph no: 6. Stock of Chocolates.

43
 Stocking of Chocolates
45
40
35
30
Stocking of Chocolates
25
20
15
10
5
0
Yes No

Interpretation

As we can see that 80% of the Retailer keeping the stock of the Chocolates, , so majority
market segment has been covered by this company and for the remaining market share we can
interpret that it has been covered by their competitors.

7. Which is the most preferable Company of Chocolates you stock?

a) Cadbury Dairy milk b) Nestle c) Amul d) all of above

Table no: 7. Most preferable Chocolates

Most Preferable chocolates Respondent

Cadbury Dairy milk 16
Nestle 8
Amul 6
All of the Above 20
Total no of sample 50

44
Graph no: 7. Most preferable Chocolates.

Most Preferable chocoates

25

20

15 Most Preferable chocoates

10

0
cadbury Dairy Milk Nestle Amul All of the above

Interpretation

As you can see 16 retailers keeping only Cadbury dairy milk product, 8 retailers only nestle
Chocolates, 6 retailers selling only Amul chocolates product who is the Amul Parlor and rest 20
Retailer keeping all chocolates Product.

8. Which of the following Chocolates you stock of Amul?

a) Dark Chocolates b) Milk Chocolates c) Fruit n nuts d) Others

Table no: 8. Stocking of Chocolates.

Varieties of Chocolates Respondent

Dark Chocolate 28
Milk chocolate 10

45
 Fruit n nuts 5
Others 2
Not keeping Amul Chocolates 5
Total No of Respondent 50

Graph: 8. Stocking of Chocolates.

Varities of Chocolates
25

20

15

10
Varities of Chocolates
5

0
es es ts rs es
olat olat Nu the olat
ho
c
ho
c tn O
ho
c
ui c
C C Fr g
r k ilk pi
n
Da M
ee
t K
No

Interpretation

As we can see in the following table Retailer keep dark chocolates Mostly and then milk
Chocolates and fruit n nuts. 10 Retailer is not keeping the stock of Chocolates.

9. Have you ever heard the Amul Newly Invented Single Origin Chocolates?

a) Yes b) No

Table no: 9. Heard about Amul Newly range of Chocolates

Heard about Amul Newly range of No of Respondent

Chocolates
Yes 45
No 5
Total no of sample size 50

46
Graph no: 9. Heard About Amul Newly Launched of Chocolates.

Heard about amul newly launched

Chocolates
50
45
40 Heard about amul
35 newly launched
30 Chocolates
25
20
15
10
5
0
Yes No

Interpretation

As we can see in the following Graph the total number of Respondent is 50 in which 47 Retailer
is Aware about Amul newly launched single origin Chocolates.

10. Will you stock Amul newly Chocolates?

a) Yes b) No

Table no: 10. Stocking of Amul new Flavor of Chocolates.

Will you stock Amul newly Chocolates No of respondent

Yes 30
No 10
Not keeping the Product 10
Total sample size 50

Graph no: 10. Stocking of Amul new Flavor of Chocolates

47
 No of Retailer stock Amul Newly Launched
Chocolates
30
20
10
No of Retailer stock Amul
0 Newly Launched Chocolates
Ye
s
No ct
odu
pr
tes
la
oco
Ch
ing
ep
t ke
No

Interpretation

As we can see in graph that 30 Retailer is ready to keep the Amul newly Launched Single Origin
Chocolates 10 Retailer refuse to keep the Chocolates because it is Small Shop and area was slum
and rest 10 retailer is not keeping any type of Chocolates.

11. If Yes then which of the Flavor?

a) Amul Venezuela b) Amul Ivory Coast c) Amul Peru Dark Amazon d) Amul
Colombia e) Amul Tanzania f) Amul Equador Tropical Dusk g) Amul Madagascar
h) Amul Orange Tropical i) Amul Mystic Mocha j) All of the Above.

Table no: 11. Different Varieties of Chocolates.

48
 Different Varieties of Chocolates No of Respondent
Amul Venezuela 4
Amul Ivory Coast 4
Amul Peru Dark Amazon 7
Amul Colombia 2
Amul Tanzania 1
Amul Equador Tropical Dusk 1
Amul Madagascar 1
Amul Orange Tropical 2
Amul Mystic Mocha 2
All of the Above 6
Not keeping All chocolates 10
Not Keeping Amul chocolates 10
Total sample size 50

Graph no: 11. Different Varieties of Chocolates.

49
 Types of Chocolates Retailer will stock
8
6
4
2
0 Types of Chocolates Retailer will
stock
st n a e
le a C oa azo ia och bov
u y m b ia k r al M A
nez Ivor rk A lom zan Dus asca pic stic the
n o f
Ve ul Da l Co l Ta ical dag Tr My ll o
ul Am ru u u p a ge ul A
Am Pe Am Am Tro ul M ran Am
ul r O
Am ado Am ul
u A m
Eq
ul
Am

Interpretation

As we can see in the following Graph that Amul Peru dark amazon is the Flavor which the
Retailer is keeping 7 Retailer is Ready to keeping the Chocolates and 6 retailers is Ready to keep
all Flavor of single Origin Chocolates.

12. If No, Then why which of the Following Reason?

a) Absence of packaging date b) Low margin

c) No Replacement for leakage  d) Low distribution

e) Low Awareness f) Others

50
Table no: 12. The Reason Retailer is not keeping the Chocolates

What are the Reason which Retailer is No of Respondent

not keeping the chocolates
Absence of packaging date 2
Low margin 5
No Replacement for leakage 0
Low distribution 1
Low Awareness 2
Others 10
Retailer keeping chocolates 30
Total Sample size 50

Graph no: 12. The Reason Retailer is not keeping the Chocolates

what are the Reason Retailer is Not keeping the

Chocolates?
35
30
25
20
15
10 what are the Reason Retailer
5 is Not keeping the
0 Chocolates?

at
e
gin kag
e n ss rs es
 g d ar a utio ene the olat
in m  le ib r O c
ag o w  for istr A wa cho
k L    d
ac t
en Low w ng
f  p m Lo epi
e o lac
e ke
enc ep i ler
s  R ta
Ab No Re

Interpretation

As we can see in the following graph the Reason why the Retailer is not willing to keep the
Chocolates stock, hence there was 100% Replacement Guarantee in Single Origin Chocolates.
And in Chocolates Amul giving 20% to 25% margin, so there is less Number of retailer who is
saying about the Margin issue.

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13. Are you satisfied with the Service of the Distributor?

a) Yes b) No

Table no: 13. Satisfied with the Service of Distributor

Satisfied with the Distributor Stock No of Respondent

Yes 42
No 3
Retailer who is not keeping Amul Product 5
Total number of sample 50

Graph no: 13. Satisfied with the Service of Distributor

Satisfied with the Distributor Service

45
40
35
30 Satisfied with the
25 Distributor Service
20
15
10
5
0
Yes No Not keeping Amul Product

Interpretation

As we Can see in this graph 42 Retailer is satisfied with the Service of the Distributor 3 of the
Retailer is Complaining about delivering issue which and rest 5 retailer is not keeping Amul
product.

14.  Give you rating to following attributes of Amul Chocolates?

Good Very Good Average Bad Very Bad

A Quality

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 B Brand
C Image
D Availability
E Packaging

Table no: 14. Rating of Retailer regarding Amul product

Good Very Good Average Bad Very Bad

A Quality 15 10 5
B Brand 10 17 3
C Image 10 17 3
D Availability 20 7 2 1
E Packaging 10 10 4 3 3

Graph no: 14. Rating of Retailer regarding Amul product

25

20

15 good
very good
Average
10 Bad
Very bad

0
Quality Brand Image Availability Packaging

Interpretation

As we can see in the Following Graph that Amul mainly stand for their Quality, image, and brand
name. Most of the retailer and consumer believe that Amul mainly stand as they said they Value
for money, Giving the best quality product at the lower price.

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ANNEXURE

Questionnaire (for retailers)

Name of the shop ____________

Retailer name ________________  Mo. No.________________

Address: ____________________

BACKGROUND

We are doing a brief survey to find out the level of retailer perception regarding Amul products
Retail stores. We would be grateful if you could spare a few minutes to participate in it. Thank
you for your cooperation.

1. Do you stock Amul dairy products?

a.) Yes  b) No

2. If no, why?

a) Absence of packaging date b) Low margin c) No Replacement for leakage

d) Low distribution

3. Which is the most preferable brand of dairy products that you stock?

a) Amul   b) Britannia  c) Nestle d) Prabhat

4. In Amul, what product do you preferred to store of Amul Product?

a.) Amul butter  b) Paneer  c) Butter milk   d) Dahi e) Flavored milk 

f) Cheese   g) Amul pro h) chocolates

i) others

5. What is the source from where do you get Amul Products?

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a.) Distributors  b.) Other suppliers

6. Do You stock Chocolates?

a) Yes b) No

7. Which is the Most preferable Company of Chocolates you stock?

a) Cadbury Dairy milk b) Nestle c) Amul d) all of above

8. Which of the following Chocolates you stock of Amul?

a) Dark Chocolates b) Milk Chocolates c) Fruit n nuts d) Others

9. Have You ever heard the Amul Newly Invented Single Origin Chocolates?

a) Yes b) No

10. Will you stock Amul newly Chocolates?

a) Yes b) No

11. If Yes then which of the Flavor?

a) Amul Venezuela b) Amul Ivory Coast c) Amul Peru Dark Amazon d) Amul
Colombia e) Amul Tanzania f) Amul Equador Tropical Dusk g) Amul Madagascar
h) Amul Orange Tropical i) Amul Mystic Mocha j) All of the Above.

12. If No, Then why which of the Following Reason?

a) Absence of packaging date b) Low margin

c) No Replacement for leakage  d) Low distribution

e) Low Awareness f) Others

13. Are you satisfied with the Service of the Distributor?

a) Yes b) No

14.  Give you rating to following attributes of Amul Chocolates?

Good Very Good Average Bad Very Bad

55
A Quality
B Brand
C Image
D Availability
E Packaging
F Margin
G Taste

Bibliography

Books
Philip’s Kotler – “Marketing Management
C.R. Kothari- Marketing Research

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Websites

www.amul.com

www.google.com

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