SUMMER INTERNSHIP REPORT

ON
MARKETING STRATEGIES
OF
AMUL

Submitted to
BABASAHEB BHIMRAO AMBEDKAR UNIVERSITY
(A Central University)

Bachelor of Business Administration BBA

(Session : 2018-2021)

SUBMITTED TO: SUBMITTED BY:

Dr. Ramesh Kr. Chaturvedi Ananya Yash Pandey
BBA 5rd Sem.
Roll NO. 184144

DEPARTMENT OF RURAL MANAGEMENT

BABASAHEB BHIMRAO AMBEDKAR UNIVERSITY
(A CENTRAL UNIVERSITY)
Vidya Vihar Raibarely Road, Lucknow
1
 ACKNOWLEDGEMENT

The project “Marketing strategies of AMUL” has been conducted by me during 10 Sep. 2020 and 09
Oct. 2020. I have completed this project, based on the Primary research, under the guidance of my
faculty guide Dr. Ramesh Kr. Chaturvedi.

I owe enormous intellectual debt towards my guide who has augmented my knowledge in the field of
Marketing Research they have helped me learn about the process and giving me valuable

insight into the various MR practices.

I would like to thank all the respondents without whose cooperation my study would not
have been possible.

Last but not the least, I feel indebted to all those persons and organizations that have provided helped
directly or indirectly in successful completion of this study.

2
 DECLARATION

I, Ananya Yash Pandey, student of BBA hereby declare that the project report titled

“Marketing STRATERGY of AMUL” is completed under the guidance of Prof. Dr.

Ramesh Kr. Chaturvedi (Assistant Professor) as part of Project Report is my original

work for the partial fulfillment of the requirement of Bachelor of Business Administration

Degree.

PLACE ………………. DATE……………

Ananya Yash Pandey

BBA 5rd Sem.
Roll NO. 184144

3
 CONTENT

Sr. Subject Page

No. No .

1 EXECUTIVE SUMMARY 5

2 INTRODUCTION 8

3 INDUSTRY & COMPANY PROFILE

13
4 OBJECTIVE & SCOPE OF STUDY 53

5 RESEARCH METHODOLOGY 56

6 DATA PROCESSING & ANALYSIS 65

7 OBSERVATION & FINDINGS 74

8 LIMITATIONS
78
9 CONCLUSION
80
10 SUGGESTION & RECOMMENDATION 83

11 BIBLIOGRAPHY & WEBLIOGRAPHY 88

12 ANNEXURE 90

4
EXECUTIVE SUMMARY

5
 In today’s competitive world while entering in the market it is very necessary to
have good knowledge of the potential of a particular market. The information
regarding the activities of competitor’s existing in the market so that we can plan
our each activity according to that. It is also necessary to retain the existing
customers apart from attracting the new customers.

The Project is concern with the market analysis of product development &
customer feedback of Amul Prolife Lassee in Kalyan Region.The project included
as part of MMS Programme and the project is done from 1 st May 2013 to 30th
june 2013.

Title:
“Analysis Of Product Development & Customer Feedback of Amul Prolife
Lassee In Kalyan Region”
Organization:

“Gujarat Co-operative Lassee Marketing Federation (GCMMF), Anand, Gujarat”.

Objective:

The Primary objective of study was to find size of retail network of Amul Prolife
Lassee in specific areas of Kalyan Region. In the study my intention was go
through the retail network of Amul Prolife Lassee to know retailers view about
supply chain of Amul Prolife Lassee, to know the complaints of Amul Prolife
Lassee and to find the suggestions from retailers for more penetration of Amul
Prolife Lassee in Kalyan Region.

The secondary objective was to find customer response towards Amul Prolife
Lassee. My aim was to go through the customers to know the interest of purchasing
& using Amul Prolife Lassee. Basically the study was for the demand of Amul
Prolife Lassee among the customers. And also to know the complaints on Amul
Prolife Lassee.

6
INTRODUCTION

7
CONTEXT OF THE TOPIC:

The dairy industries companies run mainly on the factors such as availability,

service frequency, affordability, taste and marketing. Availability is plays a vital

role because purchasing power is depend upon availability of that product, in case

distributors and retailers service matter a lot. Retailing includes all the activity in

selling goods or service directly to the customers or personal non-business use .A

retailer or retail store is any business enterprises whose sales volume comes

primarily from retailing.

Retailers are the part of Lassee marketing channels and perform the work of

moving goods from producers to the customers. It overcomes the time, place and

possession gap that separates goods and service from those who needs or wants

them. Retailers as member of marketing channel perform a number of key

functions. Some functions (physical, title, promotion) constitute a forward flow of

activity from the company to the customers; other functions (ordering and payment)

constitute a backward flow from customers to the company. Still others

(information, negotiation, finance and risk taking) in both directions.

The project delves into the workings from the distribution aspect of an FMCG

organization, in detail. AMUL, being an FMCG company, attaches a lot of

significance to the distribution aspect of its business. The distribution channel of

8
AMUL holds a lot of potential in affecting the demand or sales of AMUL products

through delivery on time, delivery of variety of products, the retailer- friendliness

of the policies being set by the distributors and equitable distribution of products to

all the retail outlets in a particular region, to name a few.

So, In order to plan retail coverage we map out the positions of Amul outlets, Amul

parlors, and competitor‟s outlets. This project was carried out in kalyan city. For

analyzing and presenting information that is tied to geographical location, we

divided the city in different wards. By analyzing geographical representation and

sales data with spatial distribution Amul outlets, competitor‟s outlets and the

density of others in an area, we identify unexplored area and plan location outlets to

increase its market penetration. Using such research we can ascertain the quality and

depth of retail Penetration in specific area.

Sales promotion efforts are directed at final consumers and designed to

motivate,
persuade and remind them of the goods and receives that are offered.

Promotion Tool Used:

The consumer promotion tools mean the promotion activities, which are beneficial

for consumers as well as company. Such as price discounts, samples, cash refund,

premiums, prizes, cross promotion and coupons etc. We decided to use discount

9
coupons. We distributed it among customers and validity kept seven days from

issued.

• The consumers are seduced to buy the product.

• It helped to increase sales volume.

• Consumer can get good quality of good in cheaper price.

• It can attract the new consumers and customers buying other brands.

• Attract brand switchers, who are primarily looking for low price, good value

or premiums.

10
• Turn switcher to loyal users,

• It induced to make some subsequent purchases.

• Give little permanent gain in market share

Need of Study:

Managers are always curious about the position of their company‟s products in the

market which largely depend upon the company‟s goodwill, and the position of

their sold most by the retailers along with their stocking and also consumer buying

preferences.

Statement of The Problem:

“ ANALYSIS OF PRODUCT DEVELOPMENT & CUSTOMER FEEDBACK OF AMUL

PROLIFE LASSEE IN KALYAN REGION”

It helps to study all activities which can be used to influence large number of

customers so as to increase the sales of the Amul Prolife Lassee effectively”.

11
INDUSTRY& COMPANY
PROFILE

12
 3. These village societies would collect the milk themselves and would decide the

prices at which they can sell the Milk. The district union was also form to
collect the Milk from such village co-operative societies and to sell them. It was also
resolved that the Government should be asked to buy Milk from the union.

However, the govt. did not seem to help farmers by any means. It gave the

negative response by turning down the demand for the milk. To respond to this

action of govt., the farmers of Kaira district went on a milk strike. For 15 whole

days not a single drop of milk was sold to the traders. As a result the Bombay

milk scheme was severely affected. The milk commissioner of Bombay then

visited Anand to assess the situation. Having seemed the condition, he decided

to fulfill the farmers demand.

Thus their cooperative unions were forced at the village and district level to

collect and sell milk on a cooperative basis, without the intervention of

Government. Mr. Verghese Kurien showed main interest in establishing union

who was supported by Shri Tribhuvandas Patel who lead the farmers in forming

13
the Cooperative unions at the village level. The Kaira district milk producers

union was thus established in ANAND and was registered formally on 14th

December 1946. Since farmers sold all the milk in Anand through a co-operative

union, it was commonly resolved to sell the milk under the brand name AMUL.

At the initial stage only 250 liters of milk was collected every day. But with the

growing awareness of the benefits of the cooperativeness, the collection of milk

increased. Today

14
Amul collect 9.4 million liters of milk every day. Since milk was a perishable

commodity it becomes difficult to preserve milk for a longer period. Besides

when the milk was to be collected from the far places, there was a fear of

spoiling of milk. To overcome this problem the union thought out to develop the

chilling unit at various junctions, which would collect the milk and could chill

it, so as to preserve it for a longer period. Thus, today Amul has more than 150

chilling centers in various villages. Milk is collected from almost 1500 societies.

With the financial help from UNICEF, assistance from the govt. of New

Zealand under the Colombo plan, of Rs. 50 millions for factory to manufacture

milk powder and butter was planned. Dr.Rajendra Prasad, the president of India

laid the foundation on November 15, 1954. Shri Pandit

Jawaharlal Nehru, the prime minister of India declared it open at Amul dairy
on November 20, 1955.

1
5
• Masti Tomato Soup

• Masti Hot & Sour Soup

Recently launched

PLANTS

First plant is at ANAND, which engaged in the manufacturing of Milk,

butter, ghee, Milk butter etc.

Second plant is at MOGAR, which engaged in manufacturing chocolate,

nutramul, Amul Ganthia and Amul lite.

16
Third plant is at Kanjari, which produces cattelfeed.

Fourth plant is at Khatraj, which engaged in producing

cheese

18
OBJECTIVE& SCOPE
OF THE STUDY

19
 Objectives of Project:

The main objective of the Study can be listed as follows

A. Primary Objective

1 To find size of retail network of Amul Prolife Probiotic

Lassee Kalyan Region.

2 To find the problems faced by retailers in selling and storing.

3 To collect the information about the competitors.
4. To find the problems regarding distributors.

B. Secondary Objective

1. To organize sales promotional activities to improve Lassee selling.

2. To generate and secure consumer awareness.

Scope of Project:

The study carried out in Kalyan Region so its scope is mainly limited to

Kalyan Region.

• It gives information about the size of the retail network.

• It gives information about the services given by distributor to their

retailer.

• It gives information about the competitors‟ products.

20
 • It will serve consumer in better manner.

• It provides suggestions to the company to improve their products sales.

• It gives information about the sales promotion activities to improve the

lassee sale.

21
 RESEARCH
METHODOLOGY

22
 Research Methodology:

The research was conducted from 2nd May, to 30th July, 2013. The

research include meetings with the retailers, consumers and dealers.

It included preparation of the questionnaire to be answered by above

people for knowing the competitive position of Amul in the Lassee

market. The views of the above parties were recorded in the

research as per the questionnaire set by us.

Research Approach:

The objective was to know the competitive position of Amul in the

Lassee market thus in order to successfully conduct the research the

unbiased opinion of the above parties was desirable. Thus we

conducted the research as the representative of Amul company and

sometimes the representatives of the other company like Mother

Dairy or Gowardhan in order to have an unbiased opinion of the

concerned persons and it worked to achieve our goal.

5.1.2 Research Instrument:

The research instrument was the structured questionnaire formulated

for the respondents. The questionnaire was different for the retailers

and dealers and for the consumers there was a different set of

questionnaire. There were also the area maps.

23
 Types of Question:

The second important aspect in the designing a question is to decide

which types of question are to be used. Question can be classified in

various ways.

Questionnaire contains following type information-

1. Open-ended question

2. Dichotomous question

3. Multiple-choice Question

Both the questionnaire consists of all three types of question.

Mostly all questions are multiple type questions. Dichotomous

question are few in number. There is only one open-ended type

question.

Phrasing of Question:

In questionnaire, I try to phrase the question in logical way. For

example I arrange question in sequence as personal information,

awareness data, usage data, and finally related to reason and

satisfaction.

24
. 1.5 Sampling

Plan: Sample size

The sample size was as follows:

SR. NO. RESPONDENT TOTAL NUMBER

1. Retailers 169

2. Consumers 95

3. Distributors 4

Sampling Technique:

A stratified sampling technique was used. A different Stratum for

different t ype of respondent within every stratum the respondents

was selected as per convenience basis.

5.1.6 Method of Survey: Personal Interview:

It is direct form of investigation, involving face-to-face

communication with free feedback information. It offers a sense of

participation. It is more flexible form of data collection. Use of

unstructured, open-end questions is possible. Rate of refusal is low.

Depth interview is possible. Complex questions can be asked. The

interview can have questions to secure more information.

25
Observation approach can be combined to verify age, income, status,

standard information. Visual aids in the form of catalogues samples

etc. can be used to get views, opinions, and attitudes of responder.

5.2.1 Product for Which Survey Was Conducted:-

Composition:

• Toned Lassee, Sugar / Salt, Fruit Pulp Compound,

Stabilizer , Active Probiotic Culture

Nutritional Information

• 60 kcal/100 ml

Special Features:

• Tasty, Healthy and refreshing treat for all age people

26
• Contains live Probiotic Bacteria which helps digestion and
improve immunity.

• Made with special culture to give a smooth, mild, acidic taste.

• It is made from natural ingrediants.

• Available in 4 flavours namely Rose, Jeera (Cumin), Mango,

Pineapple.

Product Specification:

Amul Prolife Lassee meets the PFA standards for the respective type
of Lassee.

Pricing of the
Lassee

Rs
Price to distributor : 13.50
Rs.
Price to Retailer : 14.30
Rs
MRP : 15.00

27
Shelf life :

Best before 10 days from packaging of product.

Storage Condition :

Keep under Refrigeration below 8° C.

Area of Operation:
The areas of operation were the research was done are
as follows:

• Khadak pada.

• Birla College.

• Aadharwadi.

• Karnik Road.

• Station Road.

• Rambaug.

• Tilak Chowk

• Shahad.

• Pournima Talkies

• Patri Pool Road.

28
How the survey conducted

To approach the outlets with the following requirements in mind.

At Approach:

• What type of shop it is? (hotels, amrutulya, bakery, restaurant, general

stores, super market)

• Does it stock Amul products?

• What other brands available in the shop

Secondary Level:

• Whether it sells Lassee ?

• If yes, whether it sells Amul Prolife Lassee ?

• Whether the company provides any promotional support ?

Territory Level:

• Does he sell local Lassee or not ?

• Which is the most selling Lassee in the market ?

• Who supplies Lassee to your shop ?

• Does the delivery of Lassee is on time ?

29
• What is the mode of payment credit or cash ?

Others:

• Types of schemes given to him.

Addendum:

• Outlets may include institutions, general stores, mithai shops, super market,

canteens, juice bars, ice-cream corners etc.

• These sectors were chosen because the company believed that these
segments could be

the best potential buyers for this product.

30
DATA PROCESSINNG
& ANALYSIS

31
6.1 Data Analysis For Retailers:-

1) Number of retailers stocking Amul Prolife Lassee.

Ans No. Per

wer of cent
Yes 55 20%

No 114 80%

Yes
33%

Yes
No

No
67%

Interpretation:

• The above graph indicates that only 1/3rd of the retailers are selling Amul
Prolife Lassee.

• It shows that Amul Prolife Lassee brand is not popular among the retailers.

32
 2) Reasons for Amul Prolife Lassee not stored by retailers.

(Out of 169 retailers 114 were not buying Amul Prolife Lassee.)

No. of
Answer
responden
Less shelf life 6

Low margin 75

No replacement 20

No distribution 13

No distribution 13

No replacement 20

Low margin 75

Less shelf life

0 10 20 30 40 50 60 70 80

No. of respondents

Interpretation:
• From above graph it is clear that half of the retailers were not satisfied with
Amul replacement and margin policy.
• Some retailers responded about absence of packaging date.
• Very less retailers complained about distribution network
33
 3) Preference of retailer‟s to Lassee brand.

BRANDS RESPONDE
NTS
Amul 15
Aarey 77
Denon 45
Gokul 6
Others 26

Others 26

Gokul 6

Denon 45

Aarey 77

Amul 15

0 10 20 30 40 50 60 70 80 90

RESPODENT
.
Interpretation:
• The above graph shows that the Aarey is most preferable brand in all.
• Some retailers also prefers Denon and others brands.

34
 4) Sources from where retailers get Amul Prolife Lassee

(Out of 169 retailers only 55 were buying Amul Prolife Lassee.)

An No. of Percentage
sw respondent
Distributor 52 95 %
s
Other 3 5%
suppliers

Interpretation:
• Almost all retailers said that they purchased Lassee from Amul distributors.

35
 5) Retailer‟s satisfaction with Amul distributor.

(Out of 169 retailers only 55 were buying Amul Prolife Lassee)

Answer No. of Percentage

respondent
Yes 34 62 %

No 21 38 %

No
38%

Yes
No
Yes
62%

Interpretation:

• Graph shows that most of the retailers were satisfied with the service provided by the Amul
distributors.

36
 6) Interest of retailers in wholesale distribution of Amul Prolife Lassee.

Answe No. of Percenta

r respondents ge
Yes 27 16 %

No 142 84 %

Yes
16%

Yes
No

No
84%

Interpretation:

• Graph represents the interest of the retailers to start Amul Prolife Lassee distribution .The
questions asked to increase the retail coverage.
• Most of the retailers were not interested.
• Only 16% of the retailers were ready to start Amul distribution.

37
 7) Awareness among retailers for Amul Parlor (APO) and its benefits.
(Out of 169 retailers only 118were questioned as they had large store.)

Answe No. of Percenta

r respondents ge
Yes 70 59 %

No 48 41 %

No
41%

Yes
No

Yes
59%

Interpretation:

• APO is the outlet where you get Amul Prolife Lassee and Lassee products and it helps to
increase the market share. This question asked to the retailers who were strong enough in
capital.
• From graph it can be interpreted that the awareness about APO is very low.

38
 8) Consumer‟s expectation from Amul Prolife Lassee.

(Out of 169 retailers only 55 were buying Amul Prolife Lassee.)

ATTRIBUTE RESPONDE
NTS
Good quality 7

Shelf life 23

Availability 25

Availability 25

Shelf life 23

Good quality 7

0 5 10 15 20 25 30

RESPO
DENT

Interpretation:

• The question asked to the retailers where the Amul Prolife Lassee is being sale, and
tried to collect feedback of customers about Amul Prolife Lassee.
• More customers were having complaints about the clear date of packaging and availability.

• Some customers were not happy with quality of Lassee.

39
OBSERVATION
&
FINDINGS

40
 Observation Findings:-

Retailers: (super market, grocery shops, ets)

• Retailers are not interested because they don‟t have storage facility but if company provides

them such facility they will be sale Amul Prolife Lassee.

• Because of low profit margin almost all retailers are not interested in Amul Prolife

Lassee selling.

• The 200 ml glass are no available to the retailers for selling.

• On question, why retailers are not interested in selling of Amul Prolife Lassee, it is found they

were not happy with margin, availability and replacement and taste of the lassee.

• Retailers were selling different brands. Because they were able to receive more margin from

non popularized brand that they could not from well known brands.

• All retailers get Amul Prolife Lassee from company selected distributors.

• Measurable amount of retailers were not happy with the distributors, because of frequent

change in distributors and late delivery of Lassee.

• All retailers were familiar with sales promotion activities undertaken by Amul. But more of

the activities were not communicated by distributors. So it shows that distributors are taking the

advantage of such activities.

41
• Some questions were asked with view to convert retailers into distributors, but due to low

margin they denied that.

• Retailers were not interested to start APO because to start APO one required large amount

investment i.e. near about 2 Lakhs and with this it is mandatory to sale only Amul products, so

most of the retailers did not show interest in APO.

• Retailors are not able to sell the product within shelf life of the product,Amul Prolife has only

10 shelf life.

• When question came to retailers ratings towards Amul Lassee rating most of the

most respondents complaining about profit margin and product life.

• Retailers also demand for the replacements for the damage due to the spoilage that they
have to bear when the Amul Prolife Lassee gets spoiled after the purchase.

End Users: (House holds)

• Consumer‟s preference for purchasing of is mainly based on quality, taste, availability,

home delivery and freshness respectively.

• Awareness level among the consumers is very less therefore around 15%

consumers are consuming Amul Prolife Lassee.

• Consumers have a perception that Amul Prolife Lassee is unfresh and is having lots of

cuddling problem.
42
 Bulk Users: (sweet shops, restaurants, hotels, canteens etc).

• The awareness level of Amul Prolife Lassee in bulk users is around 70% but only 10% are using

Amul Prolife Lassee.

• The preference of purchasing Lassee by the bulk users is mainly quality, price and timely

availability.

• The reasons for not using Lassee by the bulk users are :

1. Higher price that is not meeting the competitors rate as bulk user are very price sensitive.

2. In case of canteens contract some of them prefer credit purchasing which is against

company‟s norms and policies.

43
LIMITATIONS

44
Limitations:-

This report had to work under several constraints and limitations. Some of the key limitation are.

1. The survey is limited only for ten wards.

2. Time period of the project was 8 weeks, which may not be enough to understand the whole

market.

3. Convenient sampling was used as the mode of conducting the research.

4. The sample size of the taken was small, therefore it can be said that the chosen sample is not

the representative of the whole population and this hindered quantitative research.

5. The psychology and temperament of a respondent play a significant role. Some respondents

are more sensitive as against others who are more tolerant. A change in the composition of the

respondents can affect the answers adversely or favorably.

6. Respondents may not have been true in answering various questions and may be biased to

certain other questions.

7. Out of the whole research and analysis, only four major brands could be highlighted, leaving

aside the other non-popular brands.

8. The questionnaire mostly contained multiple choice questions, therefore many

respondents did not give a proper thought before up the questions, and some even ticked things,

which were not applicable. Therefore, all this increased the bias.

9. The sample size of Retailers / Wholesalers was very small and therefore response from

them dose not reflect the exact view because they may to biased.

45
CONCLUSION

46
 Conclusion:-

Amul means different things to different people.

To a Lassee producer – A life enriching experience

To a consumer – Assurance of having wholesome Lassee
To a mother – A reliable source of nourishment for her child
To the country – Rural development and self reliance

As we know that Amul is very big organization and market leader in dairy products. It has

maximum market share in Lassee, Butter, Cheese & Ice-Cream which are its main/core

products. But in case of local market like Kalyan the Amul Prolife Lassee is not a popular

product as compared to other Amul Products. With the help of research, company can find

out its week points in Lassee product and can increase its market share through rectify

mistakes. People have believed in Amul‟s product and they will accept it also if effective

actions were taken.

The survey resulted into following conclusions :

Amul must come up with new promotional activities such that people become aware
about

Amul Prolife Lassee .

Quality is the dominating aspect which influences consumer to purchase Amul product, but

prompt availability of other Lassee brands and aggressive promotional activities by others

influences the consumer towards them and also leads to increase sales.

47
In comparison to Amul Prolife Lassee, the other players such as Mother dairy, Gowrdhan,Gokul

& Mahananda provide a better availability and give competition to the hilt.

People are mostly satisfied with the overall quality of Amul Prolife Lassee, but for the existence

in the local market Amul must use aggressive selling techniques.

48
.

SUGGESTIONS
&
RECOMMENDATION

49
Suggestions & Recommendation:-

The Lassee products market has reached Maturity stage in India large no. of Co-
operatives having a variety of product range has entered the market, thus there is
one way for Amul to sustain their Lassee business in the market by delivering
outstanding satisfaction to their retailers, so that they can take interest in selling of
Amul Prolife Lassee products. This can be done as follows

• Company should increase shelf life of the product.

• 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.

• 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.

• 200 ml lassee glass should make available to retailers for selling, because lower
income family has intention to buy.

• Provide reasonable Margin to retailers as compared to competitors, this

motivates them to promote company‟s products.

• Improve delivery schedule to provide products on time for the retailers about
who claimed that Amul Prolife Lassee is not available to them on time.

50
• Incentives & schemes should be given to the retailers and some scrutiny should
be follow to check the scheme get being communicated properly by distributors or
sales person.

• Provide consistent service to retailers as this will help gain company

goodwill in the market.

• Do not change distributor frequently, because he is the only person who act as a
connecting link between company and retailers.

• Do not place more than one distributor in same market area.

• Try to minimize bank deposits for APO, which help to retailer think to start.

• Though the customers are asking for Branded Lassee is very few but Amul
should invest more money in Brand promotion and marketing in Kalyan, it will be
beneficial for the company in the long run as well as in the short run.

• For Brand promotion and marketing of Amul Prolife Lassee in Kalyan it should
introduce a mascot for the Amul Prolife Lassee as it already has for Amul Butter
i.e. The Amul Butter Girl in order to gain a good position in the mind of customers.
This will also help in easy Brand differentiation and Recognition.

51
• Also advertising on the television, Radio Mirchi and Sponsorship of the events,

Trade Fairs will be a better choice.

• The study of Lassee market reveled that there is no Mergers and Acquisition in

the Lassee industry. Amul should go for Mergers and Acquisition and try to acquire

the local players in the Kalyan market like Mother dairy,Mahananda and

Gowardhan etc. It will help the company in increasing its Dealers network, Market

share, Customer base etc. It

will also save time of establishing a new manufacturing unit.

• Our Research revealed that there is no awareness among the consumers regarding

the Amul Prolife Lassee in kalyan. So it is advisable to the company to conduct

various consumer awareness programs like distributing of pamphlets outside the

big shopping malls, giving presentations in schools and colleges about the Amul

Prolife Lassee by telling them about the qualities of Lassee. By this we can able to

reach to a large number of people at one time only as there will students along with

their teachers and other staff members of the school and colleges.

• The pamphlets should be printed in such a way that it not only advertise about

the Lassee but also provides information about how to preserve the Lassee in

different conditions.

• In order to attract the ladies segment the pamphlets should have some recepies on

the other side of it.

52
• Some brand ambassador like M S Dhoni, Hrithik Roshan or Vriendra Sehwag

may be used.

That will help customers to accept the product more quickly.

• Special offers should be there for dealers, retailers and consumers at the time of

diwali and holi.

• Discount coupons should be given to the consumers in order to buy more Lassee.

• If adding preservatives in the Lassee keeps the Lassee for longer times then

Amul should also add some preservatives in the Lassee as people not only see

quality but also sees the time duration i.e. how much times we can store the Lassee.

• In order to push the Lassee to the customers the profit margin should be
increased.

• Company should improve its distribution channel and should increase the
number

of distributors.

• Company should take care of retailers by solving their problems and should call

back by appointing separate company representatives.

• Timely visit should be given to the retail shops.

53
 BIBLIOGRAPHY
AND WEBLIOGRAPHY

54
Books:

th
i Marketing Management (12 Edition) – Philip Kotlar

ii. Research Methodology – C. R. Kothari

Websites:

i. www.google.co.in

ii. www.wikipedia.com

iii. www.amul.com.

iv. www.marketresearch.com

v. www.dairy.com

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ANNEXURE

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 QUESTIONNAIRE:-

Name of the shop :

Retailer Name :

Address :

1) Do you stock Amul Prolife Lassee?

a) Yes b) No

2) If No, Why?

a. Low shelf life

b. Low margin

c. No replacement for leakage

d. Low distribution

3) Which is the most preferable brand of packaged Lassee that you stock?

• Amul

• Mother dairy

• Gowardhan

• Mahananda

• Others

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4) From where do you get Amul Prolife Lassee?

a) Distributors

b) Other suppliers

5) Are you satisfied with Amul distributor?

a) Yes
b) No

6) Do you know which Sales promotional activities does the company undertake for Amul
Lassee?

a Price off d) Free

b Credit facility e) Coupons
c Advertisement f) P-O-P

7) Are you interested in distribution of Amul Prolife Lassee?

a) Yes
b) No

8) Are you aware of Amul Parlor (APO) and its benefits?

a) Yes
b) No

9) Are you interested in opening an Amul Parlor (APO)

a) Yes
b) No

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10) What is consumer‟s expectation from Amul Prolife
Lassee? a) Good quality

b)
Packaging
c)
Availabilit
y

11) Give your ratings to following attributes of Amul Prolife Lassee.

Very good Good Average Bad Very

bad

a) Quality

b) Brand image

c) Availability

d) Packaging

e) Margi]

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