A

SYNOPSIS FOR
SUMMER TRAINING PROJECT REPORT ON

“ADVERTISEMENT EFFECTIVENESS OF AMUL PURE

GHEE”
AT

“AMUL INDIA PRIVATE LTD.”

Submitted in fulfillment for hr degree of “Master in Business Administration”
SESSION (2019-2020)

Dr. A.P.J BDUL KALAM TECHNICAL UNIVERSITY, LUCKNOW

UNDER THE GUIDANCE OF

MR. ARYAN SHARMA
(TERRITORY SALES OFFICER)

SUBMITTED TO SUBMITTED BY
MR. SHYAM DUBEY ABSAR KHAN
ASSIT. PROFESSOR MBA 2nd YEAR (3rd SEM.)
1804670002

MAHARANA PRATAP GROUP OF INSTITUTIONS

MANDHANA, KANPUR, UTTAR PRADESH
 TABLE OF CONTENT

SR.NO. PARTICULAR PAGE NO.

1. INTRODUCTION 1

2. LITERATURE REVIEW 2

3. OBJECTIVE OF STUDY 3

4. RESEARCH PROBLEM 4

5. RESEARCH METHODOLOGY 5

6. RESEARCH DESIGN 6

7. RESEARCH PROCESS 7

8. SAMPLE SIZE 8

9. DATA COLLECTION 9
 PRIMARY
 SECONDARY

10. PROPOSED CHAPTER 10

11. BIBLIOGRAPHY & REFERENCES 11

 INTRODUCTION

Advertising is an art not a science. Effectiveness of which cannot be measured with a

mathematical or empirical formula some advertisers argue that advertising efforts go to waste, but

every advertiser is keenly interested in measuring or in evaluation of advertising effectiveness. Testing

for the effectiveness of advertisement will lead advertisement testing must be done either before or

after the advertisement has done in the media. It is of two types, protesting which are done before the

advertisement has been launched and one is referred to as cost testing which is done before the

advertisement has been launched and one is referred to as cost testing which is done after launching the

advertising campaign. The basic purpose of advertising effectiveness is to avoid costly mistakes, to

predict the relative

Strength of alternative strength of alternative advertising strategies and to increase their

efficiency. In measurement of advertisement effectiveness feedback is always useful even if it costs

some extra expenditure to the advertiser.

The objectives of all business are to makes profits and a merchandising concern can do that by

increasing its sales at remunerative prices. This is possible, if the product is widely polished to be

audience the final consumers, channel members and industrial users and through convincing arguments

it is persuaded to buy it. Publicity makes a thing or an idea known to people.

It is a general term indicating efforts at mass appeal. As personal stimulation of demand for a

product service or business unit by planting commercially significant news about it in a published

medium or obtaining favorable presentation of it upon video television or stage that is not paid for by

the sponsor.

On the other hand, advertising denotes a specific attempt to popularize a specific product or

service at a certain cost. It is a method of publicity. It always intentional openly sponsored by the

sponsor and involves certain cost and hence is paid for.

(1)
 WHAT IS ADVERTISING?

The word ‘Advertising’ has its origin from a Latin word ‘Adventure’ which means to turn

to. The dictionary meaning of the word is ‘to announce publicity or to give public concerned to a

specific thing which has been announced by the advertiser publicity in order to inform and

influence them with

Reread them or pass them on to other. Some magazines have prestige value. The marketer

can cover national or large regional markets at a low cost per contract (per individual

reached). Magazines generally offer high-quality printing of advertisement.

Simply stated advertising is the art "says green." Advertising is a general term for and all

forms of publicity, from the cry of the street boy selling newspapers to the most celebrate attention

attracts device. The object always is to bring to public notice some articles or service, to create a

demand to stimulate buying and in general to bring together the man with something to sell and the

man who has means or desires to buy".

Advertisement carries:

In business world the terms in mainly used with reference to selling the product of the

concern. The advertising, as Jones defines it is "a sort of machine made mass production method of

selling which supplements the voice and personality of the individual salesman, such as

manufacturing the machine supplements the hands of the craftsman." It is thus a process of

buying/sponsor/identified media space or time in order to promote a product or an idea. From a

careful scrutiny of the above definition, the following points emerge:

Advertising is a paid form and hence commercial in nature. This any sponsored

communication designed to influence buyer behavior advertising.

(2)
 COMPANY PROFILE

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 MILKPRODUCERS’ UNION. This union selected the

brand name AMUL in 1955.The brand name Amul means “AMULYA”. This word derived form

theSanskrit 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 themarketing savvy of a

farmers' organization. And have a proven model for dairydevelopment (Generally known as

“ANAND PATTERN”).
 LITERATURE REVIEW

The general purpose of reviewing the literature of studies is to develop an understanding and

insight into the work already done and areas left untouched or unexplored. It is presumed that the

survey of such studies will make the preset investigation more direct and to the point. The

investigation of literature review helps researcher, to take out the problem not examined by the

previous researchers. So, the different studies investigating most of the aspects on the subject matter

of present study published in the forms of books, articles and research papers have been studied. The

important among them are as following: Dhyani, A. K. (1990) in his study entitled “Role of

Government Agencies in Consumer Protection”, found that Monopoly & Restrictive Trade Practices

Commission of India is unable to keep pace with the complaints filed before it. Shourie, H. D. (1993)

in his article entitled “District Forums Yet to go into Full Swing”, found that functioning of District

Consumer Disputes Redressal Forums was unsatisfactory. He also highlighted the various causes for

the same, which are problems of staffing, infrastructure, equipments and provision of funds etc. He

also found that the State Commissions were also facing the similar kind of problems. Singh and

Balachandram (1994) in his research paper conducted a survey entitled “Evaluation of the

Effectiveness of the Implementation of the Consumer Protection Act, 1986”, found that there is

inordinate delay in disposing the cases of the aggrieved consumers and suggested that there is a need

of effective coordination and concerted efforts by all concerned to educate the consumers about their

rights and Redressal machinery available to them.

 OBJECTIVES OF STUDY

Major Objective:

 Study of Market share of Namaste India “Amul Pure Ghee”.

 To find out the effect of promotional activities and get the information about demerits or

defects of products from consumers and suggests remedial measures

Minor Objective:

 To understand the relation between different attributes and it impact of brand preference.

 To study and analysis the consumer buying behavior.

 To analyze the satisfaction level of consumers.

 To understand the price sensitivity of consumers of different level

 RESEARCH PROBLEM

Major research problem which was faced during this project:

Possible Methodological research problem

Sample size -- The number of the units of analysis I use in my study is dictated by the type of
research problem I am investigating. If your sample size is too small, it will be difficult to find
significant relationships from the data, as statistical tests normally require a larger sample size to
ensure a representative distribution of the population and to be considered representative of groups of
people to whom results will be generalized or transferred.

Lack of available and/or reliable data -- a lack of data or of reliable data will likely required by me
to limit the scope of my analysis, the sample size can be a significant obstacle in finding a trend and a
meaningful relationship.

Lack of prior research studies on the topic -- citing prior research studies forms the basis of a
literature review and helps lay a foundation for understanding the research problem we are
investigating. Depending on the currency or scope of our research topic, there may be little, if any,
prior research on our topic there is a lack of prior research, so that I required to develop an entirely
new research typology [for example, using an exploratory rather than an explanatory research
design].

Measure used to collect the data -- sometimes it is the case that, after completing our interpretation
of the findings, I discover that the way in which I gathered data inhibited my ability to conduct a
thorough analysis of the results. For example, I regret not including a specific question in a survey
that, in retrospect, could have helped address a particular issue that emerged later in the study.
 RESEARCH METHODOLOGY

Research is a procedure of logical and systematic application of the fundamentals of science to the

general and overall questions of a study and scientific technique which provide precise tools,

specific procedure and technical rather than philosophical means for getting and ordering the data

prior to their logical analysis and manipulation. Different type of research designs is available

depending upon the nature of research project, availability of able manpower and circumstances.

a. Research Design: The research design is the blueprint for the fulfillment of objectives and

answering questions. It is a master plan specifying the method and procedures for collecting and

analyzing needed information.

i. Data Collection Methods: The source of data includes primary and secondary data

sources.

ii. Primary data: Primary data has been collected directly from sample respondents through

questionnaire and with the help of interview.

iii. Secondary data: I was collected the secondary data from Standard textbooks, Newspapers,

Magazines and Internet sources.

iv. Research Instrument: Research instrument used for the primary data collection is

Questionnaire.

b. Sample Design: Probability Sampling.

i. Sampling Technique: Convenience

ii. Sample Size: 100 Respondents.

iii. Area of Study: Kanpur.

Research Statistical Tool Applied: Percentage Analysis

 PROPOSED CHAPTER

 Introduction about topic

 Company Profile

 Literature Review

 Objective Of Study

 Research Methodology

 Suggestion

 Bibliography
 SUGGESTION

Based on the the study the following suggestions were made

i. As the people from all walks of life have been consuming milk and milk products, company can

go for introduction of new, attractive and innovative products like Baby milk, Added nutrition for

school going children, Extra nutrition for sports person, Diet milk for pregnant mothers, Calorie

conscious milk for patients and aged persons. This will result in increasing the number of new

milk consumers and retain the existing consumers.

ii. The five underlying factors namely freshness, nutritive value, low price, easy availability, and

brand image makeup the measures of consumers' preference. It is suggested that these dimensions

should be the integral components of the Unique Selling Proposition of the dairy industries.

iii. Rural marketing is not fully encased by branded milk companies. Among the rural consumers the

consumption of branded milk is very meager. It shows that they rely more on the unbranded milk

and are unaware about the processed milk's usage and benefits.

iv. Though advertisements play a dominant role in influencing the milk customers, sales promotion

offers could also be introduced by milk companies to a greater extent to influence the customers

to purchase the branded milk.

 BIBLOGRAPHY

Marketing Management Philip Kotler, The Millennium Edition, Prentice Hall Of India Private

Limited, New Delhi.eriodical: Business World

Research Methodology: C.R.Kothari , 2nd edition.

S.N Murty and U Bhojanna

Websites:

i. www . g oo g l e . c o . i n

ii. www . w i k i p e d i a . c o m

iii. www .rspl. c o m .

iv. ww w . m a r k e t r e s ea r c h . c o m

v. www.da ir y. co m
 Annexure-1
QUESTIONNAIRE FOR RETAILERS

Q.1 When you think of “AMUL PURE GHEE” which brand comes to your mind?

a) Anik ( ) b) Paras ( )

c) Namaste India ( ) d) Amul ( )

Q2. Within these which brand available in your shop?

a) Anik ( ) b) Paras ( )

c) Namaste India ( ) d) Amul ( ) e) Other ( )

Q3. Average number of buyers who buy the “Ghee” per day?

a) 0-5 b) 5-10 d) 10-15 e) Above 15

Q4. Whether you are already aware about the “AMUL PURE GHEE”?

Yes ( ) No ( )

Q5. Which one is the best in the matter of delivery?

a) Anik ( ) b) Paras ( )

c) Namaste India ( ) d) Amul ( )

Q6. Which one is the best in the matter of Quality?

a) Anik ( ) b) Paras ( )

c) Namaste India ( ) d) Amul ( )

Q7. Which brand is of highest selling?

a) Anik ( ) b) Paras ( )

c) Namaste India ( ) d) Amul ( ) e) Other ( )

Q.7 Are you getting any complaints about “Amul Pure Ghee” from customers?

Yes ( ) No ( )