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COMPARATIVE ANALYSIS OF AMUL INDIA AND MOTHER DAIRY

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COMPARATIVE ANALYSIS OF AMUL INDIA AND MOTHER DAIRY

2 Acknowledgement

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Table of Contents
CHAPTER I - INTRODUCTION ......................................................................................................................... 5 1.1. 1.2. 1.3. 1.3.1. 1.3.2. 1.4. 1.4.1. 1.4.2. SUMMARY: .................................................................................................................................... 5 OBJECTIVES OF THE STUDY: .......................................................................................................... 5 ABOUT THE PRODUCT: .................................................................................................................. 5 Product Specifications:.............................................................................................................. 5 Product Features, Application and Market Availability: ........................................................... 6 COMPANY PROFILE: ...................................................................................................................... 7 Mother Dairy: ............................................................................................................................ 7 Amul India: .............................................................................................................................. 12

CHAPTER - II ................................................................................................................................................ 19 2.1. 2.1.1. 2.1.2. 2.2. 2.2.1. 2.2.2. 2.3. 2.3.1. 2.3.2. 2.3.3. 2.3.4. 2.4. PRODUCT EVOLUTION: ............................................................................................................... 19 Mother Dairy Milk ................................................................................................................... 19 Amul Milk ................................................................................................................................ 19 DETAIL OF THE MARKET .............................................................................................................. 20 Mother Dairy: .......................................................................................................................... 20 Amul Milk ................................................................................................................................ 22 COMPARISON OF SELLING PREPOSITIONS.................................................................................. 23 Product: ................................................................................................................................... 23 Price ........................................................................................................................................ 23 Place ........................................................................................................................................ 24 Promotion: .............................................................................................................................. 24 POSITIONING MAP: ..................................................................................................................... 25

CHAPTER - III ............................................................................................................................................... 27 3.1. 3.2. HYPOTHESIS ................................................................................................................................ 27 SELECTION OF SAMPLE ............................................................................................................... 27 3
COMPARATIVE ANALYSIS OF AMUL INDIA AND MOTHER DAIRY

4 3.2.1. Data Analysis ........................................................................................................................... 28

CHAPTER - IV ............................................................................................................................................... 42 4.1. 4.2. 4.3. CONCLUSION:.............................................................................................................................. 42 RECOMMENDATIONS.................................................................................................................. 42 LIMITATIONS: .............................................................................................................................. 43

REFERENCES ................................................................................................................................................ 44

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CHAPTER I - INTRODUCTION
1.1. SUMMARY: This chapter describes the introduction to the project in terms of objectives of the study, company profiles which have been selected to be compared and about the products: Target Companies Selected Products Amul India Milk Mother Dairy Milk

1.2. OBJECTIVES OF THE STUDY: To perform the comparative analysis between Amul Milk and Mother Dairy Milk to understand their marketing and positioning strategy To study the current market position of Amul Milk and Mother Dairy Milk To compare the marketing mix of Amul Milk and Mother Dairy Milk

1.3. ABOUT THE PRODUCT: Amul India Mother Dairy

Company Product Name Description Packing

Amul Gold Pasteurized milk Amul milk meets the PFA standards for the respective type of milk. Poly Pack - 500ml, 1000ml, 5 Ltr * * In Selected markets only

Mother Dairy Milk Pasteurized milk, meets the PFA standards for the respective type of milk Poly Pack - 500ml, 1000ml

1.3.1. Product Specifications: Company Composition Serving Size Amount per Energy Amul India FAT(%) 6.0 min SNF (%)* 9.0 min 200 ml 100 ml 87 kcal Mother Dairy FAT(%) 6.0 min SNF (%)* 9.0 min 250 ml 110 ml 87 kcal 5
COMPARATIVE ANALYSIS OF AMUL INDIA AND MOTHER DAIRY

6 Energy from FAT 54 kcal 54 kcal Total FAT 6g 8g Saturated FAT 3.7 g 3.9 g Cholesterol 16 mg 16 mg Total Carbohydrate 5.0 g 5.0 g Added Sugar 0g 0g Protein 3.3 g 3.0 g Calcium 150 mg 150 mg Phosphorus 130 mg 130 mg Sodium 50 mg 50 mg Thiamine 42 mcg 42 mcg Riboflavin 120 mcg 120 mcg Niacin 100 mcg 100 mcg Folic Acid 7.5 mcg 7.5 mcg Vit. A(Retinol) 65 mcg 65 mcg *Approx. values 48 Hours from the date of packing if kept under refrigeration below 8C Under Refrigeration (Below 8C)

Shelf Life Storage condition

1.3.2. Product Features, Application and Market Availability: Company Amul India Amul Milk is the most hygienic liquid milk available in the market. It is pasteurized in state-of-the-art processing plants and pouch-packed to make it conveniently available to consumers. Direct consumption, Making of: Tea or Coffee, Sweets, Khoa, Curd, Buttermilk, Ghee Gujarat, Delhi & NCR, Mumbai, Kolkata, Kanpur, Lucknow, Allahabad, Agra, Meerut, Aligarh, Asansol, Nagpur, Raipur, Indore, Bhopal, Jaipur, Ajmer, Pushkar, Udaipur, Jodhpur, Pali , Pune, Nasi Mother Dairy

Product Features

Application

Packed with energy and nutrition thats essential for growing kids. It makes them stronger from within and keeps them active and healthy. Direct consumption, Making of: Tea or Coffee, Sweets, Khoa, Curd, Buttermilk, Ghee

Market Availability

Delhi, Mumbai, Saurashtra and Hyderabad

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7 1.4. COMPANY PROFILE:

1.4.1. Mother Dairy: Mother Dairy was set up in 1974 under the Operation Flood Program. A wholly owned company of the National Dairy Development Board (NDDB), Mother Dairy manufactures, markets & sells milk and milk products under the Mother Dairy brand (Milk, Cultured Products, Ice Creams, Paneer and Ghee), Dhara range of edible oils, Safal range of fresh Fruit & vegetables, Frozen Vegetables, Processed Fruit & Vegetable Products, Fruit Pulps & Concentrates in bulk aseptic packaging and fruit juices at a national level through its sales and distribution networks for marketing food items.

Mother Dairy sources significant part of its requirement of liquid milk from dairy cooperatives. Similarly, Mother Dairy sources fruits and vegetables from farmers / growers associations. Mother Dairy also contributes to the cause of oilseeds grower cooperatives that manufacture/ pack the Dhara range of edible oils by undertaking to nationally market all Dhara products. It is Mother Dairys constant endeavor to ensure that milk producers and farmers regularly and continually receive market prices by offering quality milk, milk products and other food products to consumers at competitive prices and uphold institutional structures that empower milk producers and farmers through processes that are equitable.

At Mother Dairy, processing of milk is controlled by process automation whereby state-of-theart microprocessor technology is adopted to integrate and completely automate all functions of the milk processing areas to ensure high product quality/ reliability and safety. Mother Dairy is an ISO 9001:2008 7
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8 (QMS), ISO 22000:2005 (FSMS) and ISO 14001:2004 (EMS) certified organization. Mother Dairy has Certificate of Approval from Export Inspection Council of India also. Moreover, its Quality Assurance Laboratory is certified by National Accreditation Board for Testing and Calibration Laboratory (NABL)Department of Science and Technology, Government of India.

Mother Dairy markets approximately 3.2 million liters of milk daily in the markets of Delhi, Mumbai, Saurashtra and Hyderabad. Mother Dairy milk has a market share of 66% in the branded sector in Delhi where it sells 2.5 million liters of milk daily and undertakes its marketing operations through around 1400 retail outlets and over 1000 exclusive outlets of Mother Dairy.

The company derives significant competitive advantage from its unique distribution network of bulk vending milk booths, retail outlets and mobile units. Mother Dairy ice creams launched in the year 1995 have shown continuous growth over the years and today boasts of approximately 62% market share in Delhi and NCR. Mother Dairy also manufactures and markets a wide range of dairy products that include Butter, Mishti Doi, Paneer, Dahi, Ghee, Cheese, UHT Milk, Probiotic Products, Lassi & Flavored Milk and most of these products are available across the country.

Safal is the market leader in the organized fruit & vegetable retail business in Delhi NCR where it sells an average of 300 MT/day through a network of 350+ exclusive retail outlets under brand name Safal/ Safal Pure Veg, supported by a state-of-the-art large and ultramodern Central Distribution Facility located in Delhi with an annual capacity to handle and process 2,00,000 MT of fresh fruits and vegetables. Safal today operates the largest number of F&V Stores in Delhi NCR and has further expansion plans in place. Retail Outlets are also present in Bangalore under the brand name Safal Daily Fresh.

Safal has a prominent presence in Export market spread across 40 countries viz., USA, Europe, Russia, Middle East, Asia and Africa and exports Fresh Fruits & Vegetables (Grapes, Banana, Gherkin, Onion, etc.), Fruit Pulp & Concentrate, Frozen Fruits & Vegetables, etc. A state-of-the-art fruit processing plant of fruit handling capacity of 15,000 MT annually, setup in 1996 at Mumbai supplies quality products in the international market. With increasing demand another state-of-the-art fruit processing plant has been set up at Bangalore with fruit handling capacity of around 50,000 MT annually. 8
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The Dhara range of edible oils is marketed by Mother dairy. Today it is one of the leading brand of edible oils and is available across the country in over 2, 00,000 outlets. The brand is known for its PURITY and focuses on the indigenous oil. The brand is currently available in the following variants: Refined Vegetable Oil, Refined Soybean Oil, Refined Sunflower Oil, Refined Rice Bran Oil, Kachi Ghani Mustard Oil and Filtered Groundnut Oil.

Mother Dairy has over the past 3 decades, harnessed the power of farmer cooperatives to deliver a range of delicious products and bring a smile on your face.

Vision - Provide quality food and beverages to consumers at affordable prices while ensuring fair returns to the producers.

Mission - Mother Dairys heritage is intrinsically linked to the cooperative movement in India. With determination & pride we will continue to serve our farmers, rural India & our consumers. Our values reflect who we are & what we firmly believe in.

Quality: Mother Dairy is committed to deliver products which meet all regulatory, industrial, consumer Quality and Food safety requirements to our valued consumers. Our continuous efforts focused on building a sustainable Quality and Food Safety Program across food chain, using state of the art processes

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10 and innovative technologies towards delivering wide range of Dairy and Food products. Our systems are designed to have process monitoring and controls at each stage of food chain towards Continual Improvements. We, assure that our valued consumers are satisfied, each time they experience our product.

We achieve this by, Implementing robust Mother Dairy Management System, which is an Internal System, developed to meet the all Process Requirements based on National & International Standards. Implementing International Management System Standards (ISO) Bench Marking, Best-In-Class requirements Process Optimization : Constantly working on latest innovative Technologies Capability Development across the Organization Auditing & Assessments : Mother Dairy has established a frame work for Auditing & Assessments of Complete Food Chain Consumer Satisfaction

It is our endeavor to create a culture of Total Quality where continuous improvement of our people, processes and products becomes a way of life. At Mother Dairy Innovation Centre, we have a dedicated team of Scientists who are constantly collaborating international standards and best practices for Quality & Food Safety in its products.

Product Quality:

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11 Product Portfolio:

Milk Mother Dairy maintains stringent measures to ensure the quality and purity of the milk provided to its consumers. Each batch of incoming and outgoing milk is subjected to 21 quality tests including presence of foreign matter and bacteriological tests. The quality of milk accepted and dispatched meets certain predetermined standards. The milk goes through various processes such as Clarification, Homogenization, Standardization and Pasteurization, to ensure that it is safe for human consumption. Our motive for following such strict quality measures is to ensure that there is no contamination while processing or packaging. Mother Dairy promises its consumers that it will continue to produce products of the highest quality standard. Its Dairy products are processed & packed in ISO certified plants & strict controls are exercised by quality assurance department on all the plants. Most of our plants are certified for FOOD SAFETY MANAGEMENT SYSTEM. Quality Assurance Laboratory at Mother Dairy Delhi is certified by National Accreditation Board for Testing and Calibration Laboratory (NABL)-Department of Science and Technology, Government of India. All the operations in our organization are manned by qualified & highly experienced personnel.

We at Mother Dairy focus on motivated & hard working, well qualified & trained personnel in front end as well as back end operations. The dedicated Field QA team ensures that the products manufactured at the plant are handled properly once the products dispatched from manufacturing units.

Fruit & Vegetable: Quality of Safal Produce starts from the field itself. Mother Dairy Quality Assurance professionals constantly provide technical support to Farmers during all stages of Supply chain (e.g. harvesting, handling, transportation and storage). We, at Mother Dairy Monitor and Control the produce quality during material receiving, processing and finished product stage against Company Standards & Specifications. Our state of the art Manufacturing Operations are certified for Quality Management System (ISO 9001: 2008) and Food Safety Management System (ISO 22000: 2005). The Core purpose of Safal is to bring Fresh, Frozen and Processed Fruit & Vegetable Quality products that form daily diet of the people.

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12 Edible Oil: Dhara uses sophisticated quality assurance instruments such as GLC, GCMS, HPLC, HPTLC, Rancimat etc. to ensure that Dhara oils are 100 % pure. The unique packaging material used for packing Dhara oil variants is food grade to ensure that the oil packed in it remains hygienic and fresh.

1.4.2. Amul India: Amul was started when milk became a symbol of protest. The company Founded in 1946 to stop the exploitation by middlemen, 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 liters 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 from 1950.

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, a 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. 12
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13 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.

Business Model: The Amul Model of dairy development is a threetiered 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. Establishment of a direct linkage between milk producers and consumers by

eliminating middlemen Milk Producers (farmers) control

procurement, processing and marketing Professional management

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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, 44,246 dairy cooperative societies across the country. Their milk is processed in 177 District Co-operative Unions and marketed by 22 State Marketing Federations, ensuring a better life for millions.

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Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF), is India's largest food product marketing organisation with annual turnover (2011-12) US$ 2.5 billion. Its daily milk procurement is approx 13 million lit (peak period) per day from 16,117 village milk cooperative societies, 17 member unions covering 24 districts, and 3.18 million milk producer members.

It is the Apex organisation 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 organisation of 'Amul' and 'Sagar' branded products. It operates through 47 Sales Offices and has a dealer network of 5000 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.

GCMMF is India's largest exporter of Dairy Products. It has been accorded a "Trading House" status. Many of our products are available in USA, Gulf Countries, Singapore, The Philippines, Japan, 15
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16 China and Australia. GCMMF has received the APEDA Award from Government of India for Excellence in Dairy Product Exports for the last 13 years. For the year 2009-10, GCMMF has been awarded "Golden Trophy' for its outstanding export performance and contribution in dairy products sector by APEDA. For its consistent adherence to quality, customer focus and dependability, GCMMF has received numerous awards and accolades over the years. It received the Rajiv Gandhi National Quality Award in1999 in Best of All Category. In 2002 GCMMF bagged India's Most Respected Company Award instituted by Business World. In 2003, it was awarded the IMC Ramkrishna Bajaj National Quality Award - 2003 for adopting noteworthy quality management practices for logistics and procurement. GCMMF is the first and only Indian organisation to win topmost International Dairy Federation Marketing Award for probiotic ice cream launch in 2007.

The Amul brand is not only a product, but also a movement. It is in one way, the representation of the economic freedom of farmers. It has given farmers the courage to dream. To hope. To live.

GCMMF - An Overview Year of Establishment Members No. of Producer Members No. of Village Societies Total Milk handling capacity per day Milk Collection (Total - 2011-12) Milk collection (Daily Average 2011-12) Milk Drying Capacity Cattle feed manufacturing Capacity Sales Turnover -(2011-12) Member Unions: Kaira District Cooperative Milk Producers' Union Ltd., Anand Mehsana District Cooperative Milk Producers' Union Ltd, Mehsana Sabarkantha District Cooperative Milk Producers' Union Ltd., Himatnagar Banaskantha District Cooperative Milk Producers' Union Ltd., Palanpur Surat District Cooperative Milk Producers' Union Ltd., Surat Baroda District Cooperative Milk Producers' Union Ltd., Vadodara 16
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1973 17 District Cooperative Milk Producers' Unions (16 Members & 1 Nominal Members) 3.18 Million 16,117 13.67 Million liters per day 3.88 billion liters 10.6 million liters (peak 13 million) 647 Mts. per day 3690 Mts. per day Rs. 11668 Crores (US $2.5 Billion)

17 Panchmahal District Cooperative Milk Producers' Union Ltd., Godhra Valsad District Cooperative Milk Producers' Union Ltd., Valsad Bharuch District Cooperative Milk Producers' Union Ltd., Bharuch Ahmedabad District Cooperative Milk Producers' Union Ltd., Ahmedabad Rajkot District Cooperative Milk Producers' Union Ltd., Rajkot Gandhinagar District Cooperative Milk Producers' Union Ltd., Gandhinagar Surendranagar District Cooperative Milk Producers' Union Ltd., Surendranagar Amreli District Cooperative Milk Producers Union Ltd., Amreli Bhavnagar District Cooperative Milk Producers Union Ltd., Bhavnagar Kutch District Cooperative Milk Producers' Union Ltd., Anjar Sales Turnover 1994-95 1995-96 1996-97 1997-98 1998-99 1999-00 2000-01 2001-02 2002-03 2003-04 2004-05 2005-06 2006-07 2007-08 2008-09 2009-10 2010-11 2011-12 Rs (million) 11140 13790 15540 18840 22192 22185 22588 23365 27457 28941 29225 37736 42778 52554 67113 80053 97742 116680 US $ (in million) 355 400 450 455 493 493 500 500 575 616 672 850 1050 1325 1504 1700 2172 2500

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18 Product Portfolio: Breadspreads Amul Butter, Amul Lite, Delicious Table Margarine Amul Pasteurized Processed Cheddar Cheese, Amul Processed Cheese Range Cheese Spread, Amul Pizza (Mozarella) Cheese,Amul Emmental Cheese, Amul Gouda Cheese, Amul Malai Paneer (cottage cheese), Utterly Delicious Pizza Amul Gold Full Cream Milk 6% fat, Amul Shakti Standardised Milk Fresh Milk 4.5% Fat, Amul Taaza Toned Milk 3% fat,Amul Slim & Trim, Amul Cow Milk UHT Milk Range Amul Gold 4.5% fat Milk, Amul Shakti 3% fat Milk, Amul Taaza 1.5% fat Milk, Amul Lite Slim-n-Trim Milk, Amul Fresh Cream Amul Full Cream Milk Powder, Amulya Dairy Whitener, Sagar Milk Powders Skimmed Milk Powder, Amulspray Infant Milk Food, Sagar Tea and Coffee Whitener Amul Kool Flavored Milk, Amul Kool Cafe, Amul Kool Koko,Amul Milk Drink Kool Millk Shaake, Amul Kool Chocolate Milk,Nutramul Energy Drink Health Drink Brown Beverage Curd Products Pure Ghee Sweetened Condensed Milk Mithaee Range (Ethnic Sweets) Ice-cream Chocolate & Confectionery Stamina Instant Energy Drink Nutramul Malted Milk Food Amul Milk (fresh curd), Amul Masti Spiced Butter Milk,Amul Lassee, Amul Flaavyo Yoghurt Amul Pure Ghee, Sagar Pure Ghee Amul Mithaimate Amul Shrikhand, Amul Mithaee Gulabjamuns, Amul Basundi,Avsar Ladoos Sundae Range, probiotic,,sugarfree and probiotic Amul Milk Chocolate, Amul Fruit & Nut Chocolate, Amul Chocozoo, Amul Bindass, Amul Fundoo

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CHAPTER - II
2.1. PRODUCT EVOLUTION: 2.1.1. Mother Dairy Milk In this booming period Mother Dairy is looking to take advantage of the opportunities which are in galore available for all milk manufacturers. Mother Dairy - Delhi was set up in 1974 under the Operation Flood Program. It is now a subsidiary company of National Dairy Development Board (NDDB). Mother Dairy sources its entire requirement of liquid milk from dairy cooperatives.

Mother Dairy milk (bulk vended) is fortified with vitamin A with 2000 IU per litre as social accountability. This program started with the Mother Dairy, Delhi, in February 1980. Thereafter the dairy continues this program on their own without having any financial assistance from the government since it is felt that BVM is generally consumed by the middle/lower middle/poor population. It is found that the dietary practices adopted by these classes are deficient in Vitamin A. Mother Dairy sources significant part of its requirement of liquid milk from dairy cooperatives.

Processing of milk is controlled by process automation whereby state-of-the-art microprocessor technology is adopted to integrate and completely automate all functions of the processing areas to ensure high product quality, reliability and safety.

Mother Dairy markets approximately 4.8 million liters of milk daily in the markets of Delhi, Mumbai, Saurashtra and Hyderabad. They have a market share of 66% in the branded sector in Delhi where it sells 2.3 million liters of milk daily and undertakes its marketing operations through around 14,000 retail outlets and 845 exclusive outlets. As of April 2013, the dairy commands 71% and Amul commands 29% of market.

2.1.2. Amul Milk Amul has spurred the White Revolution of India, which has made India the largest producer of milk and milk products in the world. Amul's genesis is linked to the freedom movement in India. Sardar Vallabh bhai Patel, an eminent Indian freedom fighter encouraged the dairy farmers from the Kaira district in Gujarat to form a cooperative to counter the 'exploitatively' low prices offered for their milk by the 19
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20 monopoly milk Supplier of the area, Polson's Dairy. The dairy farmers met in Samarkha (Kaira district, Gujarat) on the 4th of January 1946, and decided to set up a milk producers' cooperative that would deal directly with the Bombay government, the final buyer of their milk. This was the origin of the Anand model. Initially, when the Bombay government refused to deal with the cooperative, the farmers called a strike. The government finally relented when Bombay went without milk for a fortnight. The successful union registered itself as the Kaira District Cooperative Milk Producers' Union Ltd. (KCMPUL), Anand, in Gujarat in December 1946. And so did GCMMF and brand AMUL establish consequently. The main motto of Amul is to help farmers i.e. Milk producers. Amul system works under objective of highest possible compensation to the milk producers and lowest possible price to consumers. Farmer are paid money in cash payment for the milk. Milk gives them money for the daily necessities. Amul is the one who started using their profits for the milk producers common good.

Over the last five and a half decades, Dairy Cooperatives in Gujarat have created an economic network that links more than 3.1 million village milk producers with millions of consumers in India. These cooperatives collect on an average 9.4 million liters of milk per day from their producer members, more than 70% of whom are small, marginal farmers and landless labourers and include a sizeable population of tribal folk and people belonging to the scheduled castes. The turnover of GCMMF (AMUL) during 201213 was 97.74 billion (US$1.77 billion). It markets the products, produced by the district

milk unions in 30 dairy plants.

2.2. DETAIL OF THE MARKET 2.2.1. Mother Dairy: Mother dairy ensures milk availability across all the retail outlets through a control room set up at the dairy premises. The control room is very vital for efficient distribution of milk to all the retail outlets. It organizes distribution routes so that shops do not run out of milk. Each milk tanker is fitted with a wireless set. As soon as the person in the control room learns that a shop is running out of milk, he contacts the tanker nearest to the shop on wireless which then delivers the milk to the shop.

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Figure 2.1 Full Cream Milk Sales Mother Dairy markets approximately 4.8 million liters of milk daily in the markets of Delhi, Mumbai, Saurashtra and Hyderabad. They have a market share of 66% in the branded sector in Delhi where it sells 2.3 million liters of milk daily and undertakes its marketing operations through around 14,000 retail outlets and 845 exclusive outlets. As of April 2013, the dairy commands 71% and amul commands 29% of market.

Figure 2.2 Tonned Milk Sales

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22 2.2.2. Amul Milk AMUL has the largest distribution network for any FMCG company. It has nearly 50 sales offices spread all over the country, more than 5 000 wholesale dealers and more than 700 000 retailers. Amul became the world's largest vegetarian cheese and the largest pouched-milk brand. AMUL is also the largest exporter of dairy products in the country. AMUL is available today in over 40 countries of the world. AMUL is exporting a wide variety of products which include Whole and Skimmed Milk Powder, Cottage Cheese (Paneer), UHT Milk, Clarified Butter (Ghee) and Indigenous Sweets. The major markets are USA, West Indies, and countries in Africa, the Gulf Region, and SAARC neighbors, Singapore, The Philippines, Thailand, Japan and China, and others such as Mauritius, Australia, Hong Kong and a few South African countries.

Over the years Amul has been witnessing strong growth in this portfolio, with the segment growing at 53%, as a result of growing consumer awareness and demand for good quality milk, the urban population has especially been showing great interest in long life UHT products like Amul Taaza, which are packed in Tetra Pak cartons, which undergoes UHT treatment to remove all harmful microorganisms while retaining the nutrition in the milk. Today Amul sells around 4-500,000 liters of UHT milk and other value added products per day and forecast this demand to continue growing at 25%.The UHT products have enabled Amul to position itself as the market leader in packaged milk segment by penetrating the deeper and vast markets by maintaining long shelf life of milk, without the need of maintain cold supply chains.

Amul has installed an "Any Time Milk" machine dispenses a 300-ml pouch of fresh milk for Rs 10, at Anand's Amul Dairy. As a first step, Amul plans to install six such ATMs in Anand itself. According to Rahul Kumar, MD of Amul Dairy, Amul wants to add a whole range of dairy products, which could be dispensed through these machines.

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23 2.3. COMPARISON OF SELLING PREPOSITIONS 2.3.1. Product: Amul India Amul Gold is Pasteurized milk and most hygienic liquid milk available in the market. Amul Gold is available in Poly Pack - 500ml, 1000ml, 5 Ltr Amul Gold can be used for Tea or Coffee, Sweets, Khoa, Curd, Buttermilk, Ghee Amul Taaza is pasteurized milk and most hygienic liquid milk available in the market Amul Taaza is available in Poly Pack - 500ml, 1000ml, 200ml, 5 Ltr It can be used for Direct consumption, Making of: Tea or Coffee, Sweets, Khoa, Curd, Buttermilk, Ghee Mother Dairy

Mother dairy full cream is wholesome and packed with energy and nutrition thats essential for growing kids It makes them stronger from within and keeps them active and healthy. Mother Dairy Toned Milk is a perfect blend of good health and wholesome taste. Its an ideal choice for people in search of a nutritionally balanced diet that does not compromise on taste. It is the right way to stay fit and fine, jolly and cheerful.

2.3.2. Price Amul India At the time Amul was formed, consumers had limited purchasing power, and modest consumption levels of milk and other dairy products. Thus Amul adopted a low-cost price strategy to make its products affordable and attractive to consumers by guaranteeing them value for money. Amul's Taaza brand of toned milk that sold for Rs 34 now costs Rs 36. In early 2013, it was available for Rs 24-26 per litre. Amul Gold, the full cream variant, now costs Rs 46 over Rs 44. The rate in 2013 was Rs 34-36 per litre. Mother Dairy

Mother Dairy toned milk now costs Rs 36 per liter Mother Dairy, the full cream variant, now costs Rs 46

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24 2.3.3. Place Amul India Mother Dairy However, as far as other dairy products are concerned, Mother Dairy plans to expand across the board. Other than milk, for most state federations, dairy products are still a small part of their operations. So they are taking their products to regions across India, where they see enough market potential. In ice creams, it was only two years ago that Mother Dairy entered its first market outside Delhi -UP and Punjab. Today, it's extended its operation to Haryana, Jaipur, Mumbai and Kolkata as well. Next year, it plans to go south to Hyderabad and Bangalore. In the case of butter and cheese, it's present across north India, Mumbai and Kolkata, and has plans to enter Bangalore by year-end. In UTH milk, it has entered Mumbai and the milk-short areas of West Bengal and north-east. For ghee, although the current focus is the northern region, it has plans for a nationwide presence.

Currently Amul has 2.41 million producer members with milk collection average of 5.08 million liters/day. Besides India, Amul has entered overseas markets such as Mauritius, UAE, USA, Bangladesh, Australia, China, Singapore, Hong Kong and a few South African countries. Its bid to enter Japanese market in 1994 had not succeeded, but now it has fresh plans of flooding the Japanese markets. Other potential markets being considered include Sri Lanka. 2.3.4. Promotion: Amul India Gujarat Co-operative Milk Marketing Federation (GCMMF) has launched a print and digital campaign for its brand Amul. Each ad of the campaign features a person with a milk moustache who Eats milk with every meal, and lists exaggerated benefits of doing so alongside nutritional benefits of Amul products. The characters depicted include a tennis player who wins doubles playing alone; a man who lifts the car to change the tyre; an office geek who hasnt taken sick leave in five years; and a young woman who flaunts her out-of-the-shower look 24x7. Amuls dairy product range including milk, butter, paneer, ice cream and ghee are showcased.

Mother Dairy On the marketing front, Mother Dairy says it's trying to take its product campaigns and communications to a higher platform. For instance, in the case of milk, the campaigns do not talk about the obvious benefits - milk is good for health, it has calcium and so on - but rather it targets children and are created around ideas such as "The country needs you, grow faster".

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25

Amul takes humour route, to say Eat milk with every meal

2.4. POSITIONING MAP:

Figure 2.3 Positioning Map The above figure 2.3 shows the positioning map of Amul and Mother Dairy. Amul has positioned it as a slow perishable and high on purity comparative to other milk brands. On the second map, Amul has positioned as high on taste and health. On the other hand, Mother Dairy has positioned as fast 25
COMPARATIVE ANALYSIS OF AMUL INDIA AND MOTHER DAIRY

26 perishable as compared to Amul however high on purity as compared to Amul. Mother Dairy is less healthy and low on taste as compared to Amul.

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27

CHAPTER - III
3.1. HYPOTHESIS In order to test the competitiveness and marketing effectiveness of Amul and Mother Dairy, there are the following hypothesis have been tested. H1: Amul is most salable brand than Mother Dairy H2: Amul is more preferable choice among consumers

3.2. SELECTION OF SAMPLE The sampling method used was quota sampling with random selection. All eligible retailers selling Amul and Mother Dairy milk during the study period were included in the study. Data collection was carried out according to a schedule that was prepared. Data was collected from the identified areas in Delhi and NCR regional alternate weeks. According to Saunders et al, 2003, the universal sampling is conducted by defining the target universe or segment of the respondents in selected region. Target Respondents: Retailers selling Amul and Mother Dairy Milk across Delhi and NCR Sample Size: 100 surveys Sampling Method: Random Sampling Method is used

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28 3.2.1. Data Analysis Data analysis is the most important and critical part of the research. A robust analysis technique should be adopted by the researcher to present the data effectively. Therefore with this view the research has used Excel based graphs & tables and percentage method to analyze and represent the data.

Q1. Do you sell below products?

Figure 4.1 Figure 4.1 shows that 89% respondents replied yes that they sell Amul Milk however 90% respondents replied yes that they sell Mother Dairy Milk.

Q2. How will you rate the quality of Amul Milk/ Mother Dairy Milk? Excellent Amul Milk Mother Dairy Milk 31% 25% Good 44% 43% Average 19% 22% Poor 6% 10%

Figure 4.2 28
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29

Figure 4.2 shows that 31% respondents replied that Amul Milk has excellent quality however 25% respondents replied that Mother Dairy Milk excellent quality, 44% respondents replied that Amul Milk is good in terms of quality however 43% respondents replied that Mother Dairy Milk is good in terms of quality

Q3. Which Milk brand is more demanding by the customer? Amul Milk Mother Dairy Milk 64% 36%

Figure 4.3 Figure 4.3 shows that 64% respondents replied that Amul Milk is more demanding by the customer however 36% respondents replied that Mother Dairy Milk is more demanding by the customer

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30 Q4. How will you rate the packaging of Amul Milk/ Mother Dairy Milk in terms of safety and attractiveness? Excellent Amul Milk Mother Dairy Milk 30% 33% Good 45% 46% Average 22% 13% Poor 6% 8%

Figure 4.4 Figure 4.4 shows that 30% respondents replied that Amul Milk has excellent packaging in terms of safety and attractiveness however 33% respondents replied that Mother Dairy Milk has excellent packaging in terms of safety and attractiveness. 42% respondents replied that Amul Milk has good packaging in terms of safety and attractiveness however 46% respondents replied that Mother Dairy Milk has good packaging in terms of safety and attractiveness.

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31 Q5. How will you rate the Amul Milk/ Mother Dairy Milk in terms of nutritive values? Excellent Amul Milk Mother Dairy Milk 34% 30% Good 40% 49% Average 15% 11% Poor 11% 10%

Figure 4.5 Figure 4.5 shows that 34% respondents replied that Amul Milk is excellent in terms of nutritive values however 30% respondents replied that Mother Dairy Milk is excellent in terms of nutritive values. 40% respondents replied that Amul Milk is good in terms of nutritive values however 49% respondents replied that Mother Dairy Milk is good in terms of nutritive values.

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32 Q6. How will you rate the Amul Milk/ Mother Dairy Milk in terms of taste? Excellent Amul Milk Mother Dairy Milk 24% 31% Good 43% 45% Average 23% 20% Poor 10% 4%

Figure 4.6 Figure 4.6 shows that 24% respondents replied that Amul Milk is excellent in terms of taste however 31% respondents replied that Mother Dairy Milk is excellent in terms of taste. 43% respondents replied that Amul Milk is good in terms of taste however 45% respondents replied that Mother Dairy Milk is good in terms of taste.

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33 Q7. How will you rate the Amul Milk/ Mother Dairy Milk in terms of healthiness? Excellent Amul Milk Mother Dairy Milk 28% 22% Good 46% 52% Average 21% 19% Poor 5% 7%

Figure 4.7 Figure 4.7 shows that 28% respondents replied that Amul Milk is excellent in terms of healthiness however 22% respondents replied that Mother Dairy Milk is excellent in terms of healthiness. 46% respondents replied that Amul Milk is good in terms of healthiness however 52% respondents replied that Mother Dairy Milk is good in terms of healthiness.

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34 Q8. How will you rate the Amul Milk/ Mother Dairy Milk in terms of value for money? Excellent Amul Milk Mother Dairy Milk 25% 27% Good 42% 43% Average 18% 24% Poor 15% 6%

Figure 4.8

Figure 4.8 shows that 25% respondents replied that Amul Milk is excellent in terms of value for money however 27% respondents replied that Mother Dairy Milk is excellent in terms of value for money. 42% respondents replied that Amul Milk is good in terms of value for money however 43% respondents replied that Mother Dairy Milk is good in terms of value for money.

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35 Q9. How will you rate the pricing of Amul Milk/ Mother Dairy Milk? High Amul Milk Mother Dairy Milk 18% 23% Reasonable 75% 69% Low 7% 8%

Figure 4.9

Figure 4.9 shows that 75% respondents replied that the pricing of Amul Milk is reasonable however 69% respondents replied that the pricing of Mother Dairy Milk is reasonable.

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36 Q10. Amul Milk/ Mother Dairy Milk always available at your shop Strongly Agree Amul Milk Mother Dairy Milk 32% 38% Agree 49% 45% Neutral 5% 6% Disagree 8% 5% Strongly Disagree 6% 6%

Figure 4.10 Figure 4.10 shows that 32% respondents were strongly agreed with the fact that Amul Milk always available at their shops however 38% respondents were strongly agreed with the fact that Mother Dairy Milk always available at their shops. 49% respondents were agreed with the fact that Amul Milk always available at their shops however 45% respondents were agreed with the fact that Mother Dairy Milk always available at their shops.

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37 Q11. How will you rate the distribution system of Amul Milk/ Mother Dairy Milk? Excellent Amul Milk Mother Dairy Milk 21% 22% Good 44% 47% Average 27% 24% Poor 8% 7%

Figure 4.11 Figure 4.11 shows that 21% respondents replied that Amul Milk has excellent distribution system however 22% respondents replied that Mother Dairy Milk has excellent distribution system. 44% respondents replied that Amul Milk has good distribution system however 47% respondents replied that Mother Dairy Milk has good distribution system.

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38 Q12. How will you rate the promotional efforts of Amul Milk/ Mother Dairy Milk? Very Effective Amul Milk Mother Dairy Milk 23% 22% Effective 56% 53% Not Effective 5% 10% Not at all Effective 16% 15%

Figure 4.12 Figure 4.12 shows that 23% rated the promotional efforts of Amul Milk as very effective however 22% rated the promotional efforts of Mother Dairy Milk as very effective. 56% rated the promotional efforts of Amul Milk as effective however 53% rated the promotional efforts of Mother Dairy Milk as effective.

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39 Q13. How will you rate the TV advertisement of Amul Milk/ Mother Dairy Milk? Very Effective Amul Milk Mother Dairy Milk 31% 32% Effective 47% 49% Not Effective 14% 8% Not at all Effective 8% 11%

Figure 4.13 Figure 4.13 shows that 31% rated the TV advertisement of Amul Milk as very effective however 32% rated the TV advertisement of Mother Dairy Milk as very effective. 47% rated the TV advertisement of Amul Milk as effective however 49% rated the TV advertisement of Mother Dairy Milk as effective.

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40 Q14. How will you rate the print media advertisement of Amul Milk/ Mother Dairy Milk? Very Effective Amul Milk Mother Dairy Milk 29% 33% Effective 48% 45% Not Effective 12% 15% Not at all Effective 11% 7%

Figure 4.14 Figure 4.14 shows that 29% rated the print media advertisement of Amul Milk as very effective however 33% rated the print media advertisement of Mother Dairy Milk as very effective. 48% rated the print media advertisement of Amul Milk as effective however 45% rated the print media advertisement of Mother Dairy Milk as effective.

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41 Q15. How will you rate the online advertisement of Amul Milk/ Mother Dairy Milk? Very Effective Amul Milk Mother Dairy Milk 25% 30% Effective 54% 52% Not Effective 13% 14% Not at all Effective 8% 4%

Figure 4.15

Figure 4.15 shows that 25% rated the online advertisement of Amul Milk as very effective however 30% rated the online advertisement of Mother Dairy Milk as very effective. 54% rated the online advertisement of Amul Milk as effective however 52% rated the online advertisement of Mother Dairy Milk as effective.

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42

CHAPTER - IV
4.1. CONCLUSION: In todays 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 competitors 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 final outcome of the project is that the parameters which hinder the sale of milk products of Mother dairy and Amul are Price, Quality, Service and Taste. Milk market is a totally unpredictable market and the organization should be over-cautious of any complaints that come into milk as it includes the sentiments of a mother for her kid and she would not prefer to give anything to her kid for which she is not 100% satisfied. So the company should take every step possible to contain these problems which in some way or the other affects the sale of Mother dairy and Amul and its retailers. It is concluded that Mother dairy milk i.e. Single Toned milk has a high potential in the market and it is the known to its customers and its acceptance is comparatively higher as of other variants and competitors present in the market, on the other side most of the consumer continuously using Amul gold milk and they do not want to switch over to other brand.

4.2. RECOMMENDATIONS Both companies can cut costs for some period of time followed immediately by strong advertising. As we have seen during the research that most of institutions give most preference to the margin provided to them on milk (except coffee outlets). As the quality and taste and availability of mother dairy milk are best in market and local milk companies good margin to them, Price remains the main criteria of institutional milk sales. Can start schemes like cash prizes or foreign trips on scratching the barcode on the packet Locate the institutions using competitors milk and provide them attractive offers to increase the market share so that at least the big competitors will not try to expand. Mergers and Acquisition in the milk industry with local players help the company in increasing its distribution network and Market share. Following this both companies can buy the milk from local dairies taking over their business which is substantial in terms of market share Both companies should introduce a mascot for the milk. This will help in easy Brand differentiation and Recognition. 42
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43 Efficiency in distribution Remove communication barriers and misconceptions between the Institutions and distributors by effective communication with institutions time to time.

4.3. LIMITATIONS: Biasness on the part of respondents: Some respondents were not ready to reveal the true information. Time Consuming-Many respondents do not return the Questionnaire in time despite of several reminders. Inaccurate access-Risk of colleting incomplete and wrong information as people are unable to understand questions properly. Non response-many people do not respond and returned the questionnaire without answering all questions. Questionnaire method cannot be used for illiterate persons.

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44

REFERENCES
Empowerment Case Studies: National Dairy Development Board www.indiadairy.com Opportunities and Challenges in the Indian Dairy Industry Dr. K. G. Karmakar and Dr. G. D. Banerjee Candler, W. and N. Kumar (1998) India: The Dairy Revolution: Impact of Dairy Development in India and the World Banks Contribution, The World Bank Operation Evaluation Department (OED), Washington, D.C.: The World Bank. Chahal, S. S. and Gill, G. S. (1988) Milk cooperatives for rural development in Punjab. Kurukshetra, 36 (5): 12-15. Rajan, S. R. G. (1990) Growth of dairy industry in Andhra Pradesh. Indian Dairyman. 42 (3): 9395. Rao, S. V. N., V. Venkatasubramanian and B.S. Rao, (1995) Constraints of dairy development in India: A review. Indian Journal of Animal Production and Management, 111(4): 177-185. Sharma, K. N. S., J. Chander and S. Singh, (1974) A study in the procurement of milk by organized sector of dairy industry in India. Indian Dairyman. 26 (3): 107-111. Sharma, K.N.S., S. Singh and J. Chander (1974) Marketing and distribution of fluid milk through organized sector of dairy industry in India. Indian Dairyman, 26 (5): 187-192. Shukla, R.K. and S.D. Brahmankar (1999) Impact Evaluation of Operation Flood on Rural Dairy Sector, National Council of Applied Economic Research, New Delhi, pp. 58-60.

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SAMPLE QUESTIONNAIRE

Q1. Do you sell below products? Yes Amul Milk Mother Dairy Milk No

Q2. How will you rate the quality of Amul Milk/ Mother Dairy Milk? Excellent Amul Milk Mother Dairy Milk Good Average Poor

Q3. Which dahi is more demanding by the customer? Amul Milk Mother Dairy Milk

Q4. How will you rate the packaging of Amul Milk/ Mother Dairy Milk in terms of safety and attractiveness? Excellent Amul Milk Mother Dairy Milk Good Average Poor

Q5. How will you rate the Amul Milk/ Mother Dairy Milk in terms of nutritive values? Excellent Amul Milk Mother Dairy Milk Good Average Poor

Q6. How will you rate the Amul Milk/ Mother Dairy Milk in terms of taste? Excellent Amul Milk 45
COMPARATIVE ANALYSIS OF AMUL INDIA AND MOTHER DAIRY

Good

Average

Poor

46 Mother Dairy Milk

Q7. How will you rate the Amul Milk/ Mother Dairy Milk in terms of healthiness? Excellent Amul Milk Mother Dairy Milk Good Average Poor

Q8. How will you rate the Amul Milk/ Mother Dairy Milk in terms of value for money? Excellent Amul Milk Mother Dairy Milk Good Average Poor

Q9. How will you rate the pricing of Amul Milk/ Mother Dairy Milk? High Amul Milk Mother Dairy Milk Reasonable Low

Q10. Amul Milk/ Mother Dairy Milk always available at your shop Strongly Agree Amul Milk Mother Dairy Milk Agree Neutral Disagree Strongly Disagree

Q11. How will you rate the distribution system of Amul Milk/ Mother Dairy Milk? Excellent Amul Milk Mother Dairy Milk Good Average Poor

Q12. How will you rate the promotional efforts of Amul Milk/ Mother Dairy Milk? Very Effective Not Not at all Effective 46
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47 Effective Amul Milk Mother Dairy Milk Effective

Q13. How will you rate the TV advertisement of Amul Milk/ Mother Dairy Milk? Very Effective Amul Milk Mother Dairy Milk Effective Not Effective Not at all Effective

Q14. How will you rate the print media advertisement of Amul Milk/ Mother Dairy Milk? Very Effective Amul Milk Mother Dairy Milk Effective Not Effective Not at all Effective

Q15. How will you rate the online advertisement of Amul Milk/ Mother Dairy Milk? Very Effective Amul Milk Mother Dairy Milk Effective Not Effective Not at all Effective

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