A PROJECT REPORT ON (MARKET RESEARCH Of AMUL CURD) FOR (AMUL GUJaRAT CO-OPRATION) MASTER OF MANAGEMENT STUDIES (MMS) UNIVERSITY

OF MUMBAI SUBMITTED TO ALLANA INSTITUTE OF MANAGEMENT STUDIES UNDER THE GUIDANCE OF (HARSHAL YAWALE ) SUBMITTED BY (KHAN aamir hasrat) (SPECIALISATION)

MARKETING

Acknowledgement

I would like to express my sincere appreciation to area manager Harshal Yawale under whose guidance I have completed this project. The every stage his high perception, valuable ideas and guidance enlightened my mind and helped me to complete my work making this project successful endeavour.

Along with guidance me to the right course of action. I was also given adequate freedom, which enables me to apply management and leadership principle, which had been a part our curriculum.

I extend my thanks to Our Director Dr. LUKMAN PATEL for giving me the valuables suggestions and appraisal of my work.

PREFACE
AMUL is the pride not only of Gujarat but also of entire country. I have great pleasure in preparing this project of such organization. A person aspiring to enter in management profession must have practical knowledge of the subject. The objective of industrial training is to develop practical knowledge in student as a supplement to the theoretical study of management in general as well as industrial. It provides foundation to students intending to pursue a career in this field. The industrial training is the most exciting experience of the education. Every person needs some changes from the routine education. For this training industry is selected by me and fetch information about different products of AMUL and its activities. But I concentrated more on taking information about Marketing for AMUL Chocolates to promote AMUL Chocolates. As I am student of management and the future Manager the training play vital role in my education. Because of the industrial training I have knowledge of industrial environment and I felt hat this would be the part of my life. I become conscious that I am the manager of future and I should also learn how to solve managerial problem and fulfil others requirement at the time. I have tried my best to represent all relevant data and information relating to my project work. I hope this report will serve the purpose of the readers.

Project title

The objective of this project is to evaluate the pattern of Market research on

Amul curd.

This topic has been selected by me to know the whole process involved in the distribution and placement in that particular area at Mumbai. This also involved meeting with different retail outlets individuals. This has given me exposure in the real market and to analyses the real market situation. Another reason is to find out the opportunities that exist in this segment. To accomplish these objectives as whole it involves meeting with different retailers and customers and collecting feedback from retailers.

Scope of the project

The project will extend its periphery in proving information about present practices capabilities, and future directions of Amuls. It also helps in understanding the market of Mumbai city. Understanding domestic marketing and product strategies along with the study of capabilities of competitors and prices quoted by them. Quality, service, and pricing and scheme etc. factor of products are also an important part of the study.

Objective of project

To find out Amul curd position in the south Mumbai market.

To find out Amul sales volume.

To find out competitor sales. Why doesnt more sales compare to competitors.

To study the competitor market offering.

To study the service provider to retailer.

INTRODUCTION

Amul (Hindi: , Gujarati: ) is the name of a dairy cooperative in India. Derived from the Sanskrit word "Amulya," Amulmeinvaluable.] Formed in 1946, it is a brand name managed by an Indian co operative organization, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by 3.03 million milk producers in Gujarat, India.

BEGINNING OF AMUL

Amul is based in Anand, Gujarat and has been a success of example cooperative organization. Amul spurred the Revolution in India which in turn made India the largest producer of milk and milk products in the world. It is also the world's largest vegetarian cheese brand. Amul is the largest food brand in India and world's largest pouched milk brand with an annual turnover of US $2.2 billion (2010-11). Currently Unions making up GCMMF have 3.1 million producer members with milk collection average of 9.10 million litres per day. Besides India, Amul has entered overseas markets

such Mauritius, UAE, USA, Oman, Bangladesh, Australia, China, Singapore,Hong Kong and a few South African countries. Its bid to enter Japanese market in 1994 did not succeed, but it plans to venture again. Dr.Verghese Kurien, former chairman of the GCMMF, is recognized as a key person behind the success of Amul. On 10 Aug 2006Parthi Bhatol, chairman of the Banaskantha Union, was elected chairman of GCMMF.

The origin
The Kaira District Co-operative Milk Producers' Union was registered on December 01, 1946 as a response to exploitation of marginal milk producers by traders or agents of existing dairies in the small town named Anand (in Kaira District of Gujarat). Milk Producers had to travel long distances to deliver milk to the only dairy, the Polson Dairy in Anand. Often milk went sour as producers had to physically carry the milk in individual containers, especially in the summer season. The prices of buffalo and cow milk were arbitrarily determined. Moreover, the government at that time had given monopoly rights to Polson Dairy to collect milk from Anand and supply it to Bombay city in turn. Angered by the unfair and manipulative trade practices, the farmers of Kaira District approached Sardar Vallabhbhai Patel (who later became the first Deputy Prime Minister and Home Minister of free India) under the leadership of the local farmer leader Tribhuvandas Patel. Sardar Patel advised the farmers to form a Cooperative and supply milk directly to the Bombay Milk Scheme instead of selling it to Polson (who did the same but gave low prices to the producers). He sent Morarji Desai (who later became Prime Minister of India) to organize the farmers. In 1946, the farmers of the area went on a milk strike refusing to be further oppressed. Thus the Kaira District Cooperative was established to collect and process milk in the District of Kaira in 1946. Milk collection was also decentralized, as most producers were marginal farmers who were in a position to deliver 1-2 litres of milk per day. Village level cooperatives were established to organize the marginal milk producers in each of these villages.

The Cooperative was further developed and managed by Dr.Verghese Kurien along with Mr. H.M Dalaya. Dr.Kurien, a World Food Prize and Magsaysay Award winner, was the pioneer of this White Revolution. The first modern dairy of the Kaira Union was established at Anand. Indigenous research and development and technology development at the Cooperative had led to the successful production of skimmed milk powder from buffalo milk

for the first time on a commercial scale anywhere in the world. The success of the dairy cooperative movement spread rapidly in Gujarat. Within a short span five other district unions - Mehsana, Banaskantha, Baroda, Sabarkantha and Surat were organized. In order to combine forces and expand the market while saving on

advertising and avoid a situation where milk cooperatives would compete against each other it was decided to set up an apex marketing body of dairy cooperative unions in Gujarat. Thus, in 1973, the Gujarat Co-operative Milk Marketing Federation was established. The Kaira District Co-operative Milk Producers Union Ltd. which had established the brand name Amul in 1955 decided to hand over the brand name to GCMMF (AMUL). Impressed with the development of dairy cooperatives in Kaira District and its success, Lal Bahadur Shastri, the then Prime Minister of India during his visit to Anand in 1964, asked Dr.Kurien to replicate the Anand type dairy cooperatives all over India. Thus, the National Dairy Developed Board was formed and Operation Flood Programme was launched for replication of the Amul Model all over India.

GCMMF

GCMMF is India's largest food products marketing organization. It is a state level apex body of milk cooperatives in Gujarat, which aims to provide remunerative returns to the farmers and also serve the interest of consumers by providing affordable quality products. GCMMF markets and manages the Amul brand. From mid-1990s Amul has entered areas not related directly to its core business. Its entry into ice cream was regarded as successful due to the large market share it was able to capture within a short period of time primarily due to the price differential and the brand name. It also entered the pizza business, where the base and the recipes were made available to restaurant owners who could price it as low as 30 rupees per pizza when the other players were charging upwards of 100 rupees.

Achievements of GCMMF

w3.1 million milk producer member families 15,760 village societies 15 District Unions 9.4 million litres of milk procured per day 150 million (US$2.99 million) disbursed in cash daily GCMMF is the largest cooperative business of small producers with an annual turnover of 53 billion (US$1.06 billion) The Govt. of India has honoured Amul with the Best of all categories Rajiv Gandhi National Quality Award.

Largest milk handling capacity in Asia Largest Cold Chain Network 48 Sales offices, 5000 Wholesale Distributors, 7 lakh retail outlets Export to 37 countries worth 150 crore (US$29.93 million)

Winner of APEDA award for eleven consecutive year

GCMMF: An Overview
Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products marketing organisation. It is a state level apex body of milk cooperatives in Gujarat 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.

List of Products Marketed:

Bread spreads:

Amul Butter AmulLite Low Fat Breadspread Amul Cooking Butter

Cheese Range:

Amul Pasteurized Processed Cheddar Cheese Amul Processed Cheese Spread Amul Pizza (Mozarella) Cheese Amul Shredded Pizza Cheese Amul Emmental Cheese Amul Gouda Cheese Amul Malai Paneer (cottage cheese) Utterly Delicious Pizza

Mithaee Range (Ethnic sweets):

Amul Shrikhand (Mango, Saffron, Almond Pistachio, Cardamom) Amul Amrakhand Amul Mithaee Gulabjamuns Amul Mithaee Gulabjamun Mix Amul Mithaee Kulfi Mix Avsar Ladoos

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 Amul Saathi Skimmed Milk 0% fat Amul Cow Milk

Curd Products:

Amul Flaavyo Yoghurt Amul Masti Dahi (fresh curd) Amul Masti Spiced Butter Milk Amul Lassee

Amul Ice creams:

Royal Treat Range (Butterscotch, Rajbhog, Malai Kulfi) Nut-o-Mania Range (Kaju Draksh, KesarPista 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 (Vanila, Strawberry, Chocolate, Chocochips, Cake Magic)

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

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) Amul spray 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 Amul Saathi Skimmed Milk 0% fat Amul Cow Milk

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 Amul Kool Koko Amul Kool Millk Shaake (Mango, Strawberry, Badam, Banana)

Milk Drink:

Amul Kool Flavoured Milk (Mango, Strawberry, Saffron, Cardamom, Rose, Chocolate)

Amul Kool Cafe Amul Kool Koko Amul Kool Millk Shaake (Mango, Strawberry, Badam, Banana)

MARKET SHARE OF DIFFERENT AMUL PRODUCT

Bread Spreads Amul Butter Utterly Bitterly Delicious AmulLite Low fat, low Cholesterol Bread Spread

Delicious Table Margarine The Delicious way to eat healthy

Milk Drinks AmulKool Milk Shaake AmulKool

AmulKool Cafe

Kool Koko A delight to Chocolate Lovers. Delicious Chocolate taste

Nutramul Energy Drink A drink for Kids provides energy to suit the needs of growing Kids

AmulKool Chocolate Milk

AmulKoolFlavored Bottled Milk

AmulKoolFlavored Tetra Pack

AmulMasti Spiced Buttermilk Amul introduces the Best Thirst Quenching Drink

AmulLassee

AmulKoolThandai

Amul Spray Infant Milk Food Still, Mother's Milk is Best for your baby

Amul Instant Full Cream Milk Powder A dairy in your home

Sagar Skimmed Milk Powder Which is especially useful for diet preparations or for use by people on low calorie and high protein diet.

Sagar Tea Coffee Whitener

Amulya Dairy Whitener The Richest, Purest Dairy Whitener

Fresh Milk Amul Fresh Milk This is the most hygienic milk available in the market. Pasteurized in state-of-the-art processing plants and pouch-packed for convenience. Amul Gold Milk

AmulTaaza Double Toned Milk

AmulLite Slim and Trim Milk

Amul Fresh Cream

Amul Shakti Toned Milk

AmulCalci+

Amul Buttermilk

Cheese Amul Pasteurized Processed Cheese 100% Vegetarian Cheese made from microbial rennet Amul Cheese Spreads Tasty Cheese Spreads in 3 great flavors..

AmulEmmental Cheese The Great Swiss Cheese from Amul, has a sweetdry flavor and hazelnut aroma

Amul Pizza Mozzarella Cheese Pizza cheese...makes great tasting pizzas!

For Cooking Amul / Sagar Pure Ghee Made from fresh cream. Has typical rich aroma and granular texture. An ethnic product made by dairies with decades of experience. Cooking Butter

AmulMalaiPaneer Ready to cook paneer to make your favourite recipes!

Utterly Delicious Pizza

Mithai Mate Sweetened Condensed Milk Free flowing and smooth texture. White to creamy color with a pleasant taste.

MastiDahi

Pro-biotic Dahi

Amul Ice Creams Premium Ice Cream made in various varieties and flavours with dry fruits and nuts.

AmulShrikhand A delicious treat, anytime.

AmulMithaeeGulabJamuns Pure KhoyaGulabJamums...best served piping hot.

Amul Chocolates The perfect gift for someone you love.

AmulBasundi

AmulFlaavyo Yoghurt

NEW LAUNCH CHOCOLATE FLAVOUR AMUL PRO.

NEW LAUNCH CHOCOLATE FLAVOUR AMUL PRO.

CORPORATE SOCIAL RESPONSIBILITY,THE AMUL WAY

Corporate social responsibility (CSR) has been defined as the commitment of business to contribute to sustainable economic development working with employees, their families, the local community, and society at large to improve their quality of life, in ways that are both good for business and good for development. To meet with the CSR it is expected that a business in its entire procurement-productionprocessing-marketing chain should focus on human development involving the producer, the worker, the supplier, the consumer, the civil society, and the environment. Indeed, a very tough task. Most businesses would certainly flounder in not being able to achieve at least one or many of those expectations. But AMUL has shown the way.

CSR-sensitive Organizational Structure

AMUL is a three tier co-operative organization. The first tier is the co-operative society at the village, of which; milk producers are voluntary members, managing the co-operative through a democratically elected 9-member managing committee, and doing business By purchasing milk from members and selling it to the district level co-operative. There are more than 11,000 co-operatives in villages of Gujarat. The second tier is the district co-operative that processes milk into milk products, markets locally and sells surplus to the state co-operative for national and international marketing. There are 12 district co-operatives each being managed by a 15-member board elected by the college comprising the nominated representatives or chairmen of the village co-operatives. Third tier is the state level co-operative - the Gujarat Co-operative Milk Marketing Federation (GCMMF) responsible for national and international marketing of milk and milk products produced and sold to it. The GCMMF is managed by the board democratically elected by and from amongst the chairmen of the district co-operatives .The entire three-tier structure with the GCMMF at its apex, is a unique institution because it encompasses the

entire chain from production of raw material to reaching the consumer with the end product. Every function involves human intervention: 23.60 lakh primary milk producers; 35,000 rural workmen in more than 11,400 village societies; 12,000 workers in 15 dairy plants; 750 marketing professionals; 10,500 salesmen in distribution network and 600,000 salesmen in retail network. Accumulation of human capital is sine qua non for the development and growth of any enterprise or economy. The GCMMF is sensitive towards CSR. It believes that technology and capital are replicable inputs but not the human capital. Since men are the basis for achieving the CSR, the GCMMF lays emphasis on their development into competent, courteous, credible, reliable, responsive communicators and performers. Amul going to organise seminar in which it will distribute prises for those students had top in SSC and HSC in their school under the Mumbai region.

PRODUCT PROFILE

Dahi is popular Indian diet through ages. Dahi is the product made by coagulation of milk with the help of lactic acid fermentation by 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 and8.5% SNF which gives creamy compact body and texture. Fat content is50 % 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-11contains 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 avow any adulteration? This curd is available in two different packs sizes 200 gm 400 gm cups.

Amul Masti Dahi

Product Name Description

Amul Masti Dahi

Curd made from Pasteurised Toned Milk Poly Pack - 200 gm, 400 gm, 1 kg *

Packing

PP Cup - 200 gm, 400 gm, 100 gm * * In Selected markets only

Product Specifications
Composition Nutritional Information

Nutritional Information* Amount per Energy Energy from Fat Total Fat Saturated fat Cholesterol Total Carbohydrate, g Added Sugar 100 g 62 kcal 28 kcal 3.1 g 1.9 g 8 mg 4.4 g 0g

Protein Calcium Phosphorus Sodium Thiamine Riboflavin Niacin Folic Acid Vit. A (Retinol)

4.1 g 183 mg 158 mg 61 mg 51.5 mcg 146 mcg 122 ncg 9.2 mcg 65 mcg

Not a significant source of Vitamin C, Iron and Dietary fibber. *Approx. values

Product Features

Dahi or Curd plays a key role in the Indian diet and in preparation of delicious dishes like Dahi Wada, Dahi Batata Puri, Dahi Rice, Dahi Idli, Dahi Raita, Kadhi and Muglai Food.

It is ideal meal accompaniment and is delicious as well as nutritious by itself too. It is also used to marinate veg. and non-veg. dishes.

Dahi is well known for its nutritive values. The answer to making great tasting dishes is fresh, creamy and good quality dahi "Amul Masti Dahi."

"AMUL MASTI" Dahi:

Making fresh Dahi is cumbersome, time consuming chore and can cause great embarrassment to the house wife when it is not prepared properly.

Dahi prepared by local shop owners or at home varies in terms of quality & culture used.

Amul Dahi is prepared in controlled conditions i.e. maintaining proper temperatures to grow beneficial bacteria and to avoid growth of harmful bacteria.

It is difficult to maintain controlled conditions at Home or at local shop level. Many times the quality of Dahi available from the local market is far from satisfactory and often found to be contaminated as the culture used do not contain 100% beneficial bacteria.

AMUL Masti Dahi is a pasteurized product i.e. free from unwanted bacteria. AMUL Masti Dahi is prepared with selected culture having pro health bacteria. The culture is developed after in depth research.

Superiority of Amul Masti Dahi:

Amul Masti Dahi is prepared from purest, freshest pasteurized milk and it is free from added sugar.

What's more, Amul Masti Dahi doesn't contain any preservatives. Amul Masti Dahi is prepared from certified and selected bacterial culture which gives excellent curd.

Amul Masti Dahi is hygienically processed and packed in a reusable plastic tub as well as convenient pouch and thus free from possible adulteration.

Amul Masti Dahi is high on nutrition and taste. Thick, creamy Amul Masti Dahi has a rich, glossy texture. Food tastes even more delicious at the snap of your fingers.

The live micro flora in Amul Masti Dahi helps the digestive system and enhances the immune system's ability to fight harmful organisms. It improves the body's natural defences and helps keep the body functioning at its best.

Amul Masti Dahi having a robotic nature contains live bacterial culture which increases milk digestibility, quickens recovery from certain types of diarrheal, skin infections, enhances immune function of the body and encourages the body to function in the best possible and most natural way.

Amul Masti Dahi contains all goodness of milk such as proteins, carbohydrates, fats, calcium, phosphorous, magnesium, zinc, iodine and vitamins.

Lactic acid in Amul Masti Dahi is helpful in absorption and utilization of calcium. Amul Masti Dahi is a quality product from the house of "Amul" at affordable price which gives "value for money".

Why dahi?

Dahi or Curd plays a key role in the Indian diet and in preparation of delicious dishes like Dahi Wada, Dahi Batata Puri, Dahi Rice, Dahi Idli, Dahi Raita, Kadhi and Muglai Food.

It is ideal meal accompaniment and is delicious as well as nutritious by itself too. It is also used to marinate veg. and non veg. dishes.

Dahi is well known for its nutritive values. The answer to making great tasting dishes is fresh, creamy and good quality dahi Amul Masti Dahi.

Why AMUL MASTI Dahi???

Making fresh Dahi is cumbersome, time consuming chore and can cause great embarrassment to the house wife when it is not prepared properly.

Dahi prepared by local shop owners or at home varies in terms of quality & culture used.

Amul Dahi is prepared in controlled conditions i.e. maintaining proper temperatures to grow beneficial bacteria and to avoid growth of harmful bacteria.

It is difficult to maintain controlled conditions at Home or at local shop level. Many times the quality of Dahi available from the local market is far from satisfactory and often found to be contaminated as the culture used do not contain 100% beneficial bacteria.

AMUL MASTI DAHI is a pasteurized product i.e. free from unwanted bacteria. AMUL MASTI DAHI is prepared with selected culture having pro health bacteria. The culture is developed after in depth research.

Superiority of Amul Masti Dahi

Amul Masti Dahi is prepared from purest, freshest pasteurized milk and it is free from added sugar. Whats more, Amul Masti Dahi doesnt contain any preservatives. Amul Masti Dahi is prepared from certified and selected bacterial culture which gives excellent curd.

Amul Masti Dahi is hygienically processed and packed in a reusable plastic tub as well as convenient pouch and thus free from possible adulteration.

Amul Masti Dahi is high on nutrition and taste. Thick, creamy Amul Masti Dahi has a rich, glossy texture. Food tastes even more delicious at the snap of your fingers.

The live micro flora in Amul Masti Dahi helps the digestive system and enhances the immune systems ability to fight harmful organisms. It improves the bodys natural defences and helps keep the body functioning at its best.

Amul Masti Dahi having a robotic nature contains live bacterial culture which increases milk digestibility, quickens recovery from certain types of diarrheal, skin infections, enhances immune function of the body and encourages the body to function in the best possible and most natural way.

Amul Masti Dahi contains all goodness of milk such as proteins, carbohydrates, fats, calcium, phosphorous, magnesium, zinc, iodine and vitamins.

Lactic acid in Amul Masti Dahi is helpful in absorption and utilization of calcium. Amul Masti Dahi is a quality product from the house of Amul at affordable price which gives value for money.

Amul Masti Dahi is widely available in: Gujarat, Delhi & NCR, Western UP, Mumbai, Pune, Nagpur, Raipur, Udaipur, Jodhpur, Jaipur, Indore, Bhopal, Chennai, Banglore.

SWOT ANALYSIS

Strengths
The price: The price of amul curd are comparatively low compared low as compared to the other companies. Good brand image It manufactures only milk and milk products.

Which is purely vegetarian thus providing quality confidence in the minds of customer?

Indian brand:- The company is the having Indian origin feeling of oneness in the mind of the customer.

Weakness

Improper supply

No replacement

No separate delivery unit

No commercial refrigeration supply

Low retailer margin

No scheme

Opportunity

Expand the product

Market is growing stage

Less competitors

Introducing new brands and intensive advertising

Product offering

Threat
The major threat is from other company who hold the majority share of upper class consumer in the present market and the consumer e.g. NESTLE. There is no brand loyalty in the curd market and the consumer can change their brand.

Feedback of Retailer

Low margin Competitor scheme better Scheme should be increase quality is better but not margin Delivery problem Not interested Competitor demand Expiry problem Low sales volume Distribution problem Damage problem Customer demand is here but not margin Product price should be low Validity should be increase Bring new margin strategy for retailers Use promotion strategy.

Suggestion

Should increase awareness of amul curd advertising in various media. The retailer margin for the product should be increase. They should focus on retailers scheme. Customer demand is there for that should be more amul outlets. They should directly target to the customer through own outlet. To focus on delivery on time and put the order early date of expiry. Main thing is that retailers margin must increase for develop amul curd.

Limitation

The time for the project was short & I had to be completed on time. Language barrier was also a problem in one or two areas. Retailers were not ready to furnish the detailed information Information

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 hereby conclude by saying that was really privileged to work in the

company like Amul and had got such a real time exposure of FMCG Company.

BIBLIOGRAPHY

WEBLIOGRAPHY:
WWW.Wikipedia.Org www.Amul.com www.google.com