A PROJECT REPORT ON

COMPARITIVE STUDY BETWEEN AMUL INDIA AND

MOTHER DAIRY

SUBMITTED BY
TEHSEEN HANIF ANSARI
ROLL NO-15004
M.COM- SEM-I
(BUSINESS MANAGEMENT)
ACADEMIC YEAR: 2014-15

PROJECT GUIDE
MR.SAMEER VELANKAR

SUBMITTED TO
UNIVERSITY OF MUMBAI
MULUND COLLEGE OF COMMERCE
S.N ROAD, MULUND (WEST)
MUMBAI 4000080.

DECLARATION
I, TEHSEEN HANIF ANSARI, ROLL NO 15004, STUDENT OF MULUND COLLEGE OF
COMMERCE, S.N ROAD, MULUND (WEST), MUMBAI 400080 STUDYING IN M.COM
PART-I HEREBY DECLARE THAT I HAVE COMPLETED THE PROJECT ON
COMPARITIVE STUDY BETWEEN AMUL INDIA AND MOTHER DAIRY UNDER
THE GUIDANCE OF PROJECT GUIDE PROF.MR.SAMEER VELANKAR DURING THE
ACADEMIC YEAR 2014-2015.THE INFORMATION SUBMITTED IS TRUE AND
ORIGINAL TO THE BEST OF MY KNOWLEDGE.

DATE:
PLACE:
SIGNATURE:

CERTIFICATE
I, PROF.MR.SAMEER VELANKAR hereby certify that MISS TEHSEEN HANIF ANSARI,
ROLL NO.15004 of Mulund College Of Commerce, S.N Road, Mulund (West),Mumbai-400080
of M.Com Part-I (Business Management) has completed her project on COMPARITIVE
STUDY BETWEEN AMUL INDIA AND MOTHER DAIRY during the academic year
2014-2015.The information submitted is true and original to the best of my knowledge.

PROJECT GUIDE

COURSE CO-ORDINATOR
DATE:

PRINCIPAL

EXTERNAL GUIDE

ACKNOWLEDGEMENT

I, Tehseen Hanif Ansari would like to express my sincere gratitude to the principal of Mulund
College of Commerce Dr Mrs. Parvathi Venkatesh, Course Co-ordinator and our project guide
MR SAMEER VELAKAR, for providing me an opportunity to do my project work on
COMPARITIVE STUDY BETWEEN AMUL INDIA AND MOTHER DAIRY Special
thanks to library in charge, which provided the necessary books and other data which acted as
stepping stone in my project and also those who have directly or indirectly helped me in project
for their encouragement and timely help.
Last but not the least, I wish to avail myself of this opportunity, to express a sense of gratitude
and love to my friends and my beloved parents for their help and support.

SIGNATURE:
DATE:

INDEX
Sr.No

Topic

Chap 1

Introduction

1.1

Overview of Amul

1.1.1

Company Profile

1.2

Overview of Mother Dairy

1.2.1

Company Profile

Chap 2

Vision/Mission statement

Chap 3

S.W.O.T analysis

Chap 4

Products

4.1

Product range of Amul

4.2

Product range of Mother Dairy

Chap 5

Marketing Mix strategy of Amul and

Mother dairy
Conclusion

Chap 6

Webliography
Bibliography

Pg.No

COMPARITIVE STUDY BETWEEN AMUL INDIA AND

MOTHER DAIRY

AND

CHAPTER 1-INRTODUCTION TO THE COMPANY

1.1OVERVIEW OF THE COMPANY (AMUL)

Amul
Parent Company

Amul (Anand Milk Union Limited)

Category

Food Products

Sector

Food and Beverages

Tagline/ Slogan

The taste of India; Utterly butterly delicious

USP

Indias most trusted and popular dairy products brand

STP

Segment

People who need milk and milk products for day to day use

Target Group

Lower, Middle and upper middle class families

Positioning

An Indian brand producing superior quality products

Product Portfolio

Brands

1.Amul Butter
2.Amul Cheese
3.Amul Chocolates

4.Amul Ice Cream

5.Amul Kool
Competition
1.Britannia
2.Nestle
3.Mother Dairy
Competitors

4.Local dairies

1.1.1-COMPANYS PROFILE
AMUL
Amul is an Indian dairy cooperative, based at Anand in the state of Gujarat, India. The
word amul () is derived from the Sanskrit word amulya (), meaning priceless.The
co-operative was initially referred to as Anand Milk Federation Union Limited hence the name
AMUL. Formed in 1946, it is a brand managed by a cooperative body, the Gujarat Co-operative
Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by 3 million milk
producers in Gujarat.
Amul spurred India's White Revolution, which made the country the world's largest producer of
milk and milk products. In the process Amul became the largest food brand in India and has
ventured into markets overseas.
Dr Verghese Kurien, founder-chairman of the GCMMF for more than 30 years (19732006), is
credited with the success of Amul.

HISTORY
It all began when milk became a symbol of protest Founded in 1946 to stop the exploitation by
middlemen Inspired by the freedom movement The seeds of this unusual saga were sown more
t h a n 6 5 y e a r s b a c k i n An a n d , a s m a l l t o w n i n t h e s t a t e o f G u j a r a t i n
w e s t e r n I n d i a . T h e 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. U n d e r t h e i n s p i r a t i o n o f S a r d a r P a t e l , a n d t h e
g u i d a n c e o f l e a d e r s l i k e M o r a r j i D e s a i a n d Tribhuvandas Patel, they formed their
own cooperative in 1946.This co-operative; the Kaira District Co-operative Milk Producers
Union Ltd. began with just two village dairy co-operative societies and 247 litres of
milk

and

is

today

better

known

asA m u l D a i r y. A m u l g r e w f r o m s t r e n g t h t o s t r e n g t h t h a n k s t o t h e i n s p i r e d
l e a d e r s h i p o f 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;

representatives managed the village societies and

A s t h e y e m p l o y e d professionals

their

elected

the district union.

to operate the dairy and manage its

business. Most

importantly, the co-operatives were sensitive to the needs of farmers and responsive to their
demands. At his instance in 1965 the National Dairy Development Board was set up
with the basic objective of replicating the Amul model. Dr. Kurien was chosen to
head the institution as its Chairman and asked to replicate this model throughout the country

1.2-OVERVIEW OF MOTHER DAIRY

Mother Dairy
Parent Company

National Dairy Development Board (NDDB)

Category

Milk and Food Processing

Sector

Food and Beverages

Tagline/ Slogan

Piyo Pure

USP

Indias very own producer of milk, milk products, beverages, foods,

etc. at affordable rates and of premium quality
STP

Segment

People who need dairy products and other day to day food products

Target Group

Middle and upper middle class families

Positioning

As a foods and dairy brand that has products of high quality at

affordable price, with fair returns to the producers
Product Portfolio
1. Mother Dairy Plain Dahi
2.Dhara

Brands

3.Safal

Competition
1. Amul
2.Nestle
3.Britannia
Competitors

1.2.1-COMPANYS PROFILE
MOTHER DAIRY
"Mother Dairy" is the single largest brand of milk in India as well as in Asia, marketing about
4.45 million litres of milk per day. Mother Dairy commands 62% market share in the organized
sector in and around Delhi, primarily because of consistent quality and service whatever be the
crisis - floods, transport, strike, curfew etc. Mother Dairy, Patparganj, Delhi, is presently
manufacturing & selling around 8.5 lakh litres of toned milk through bulk vending shops. Mother
Dairy, Delhi is an IS/ISO - 9001:2000 and Hazard Analysis Critical Control Points (HACCP) and
IS-14001:1996 Environment Management System (EMS) Certified organisation. Mother Dairy
was the first Dairy in the country to implement ISO-14031 (Environment Performance
Evaluation) project. The companys Quality Assurance Laboratory is ISO/IEC- 17025:1999
certified by NABL (National Accreditation Board for Testing and Calibration Laboratory),
Department of Science & Technology, India. This provides assurance to consumer in respect of
Quality and Safety of products manufactured and marketed by Mother Dairy. The National Dairy
Development Board (NDDB) commissioned Mother Dairy in the first phase of Operation Flood
in 1974. Considering the success of Dairy industry NDDB established Fruit & Vegetable Project
in Delhi in 1988 with "SAFAL" as its umbrella brand. With a view to separating the commercial
activities from developmental activities, the NDDB merged Mother Dairy and the Fruit &

Vegetable project into a wholly owned company named Mother Dairy Fruit & Vegetable Ltd
(MDFVL) in April 2000. This becomes the holding company of Mother Dairy India Ltd (MDIL)
a marketing company and Mother Dairy Foods Processing Ltd (MDFPL) a processing
company. MDFPL is a multi unit company, with units at various locations in India. Mother
Dairy, Delhi is one of the units of MDFPL. The company is a highly trusted house hold name for
its wide range of milk products like Milk, Flavored Milk, Ice-Cream, Dahi, Lassi, Table Butter,
Dairy Whitener, Ghee etc. The application for the award is being made for Mother Dairy, Delhi
unit. Mother dairy has taken up the concept of Total Productive Maintenance (TPM)
wholeheartedly.
Mother Dairy has not only served the daily need of milk of the consumers of Delhi, it has also
extended its milk to other States like Haryana, Uttar Pradesh, Maharashtra, Andhra Pradesh &
Gujarat and is expanding its wings rapidly to serve the masses. Strategically located Mother
Dairy booths across Delhi and NCR make it convenient for you to pick up your daily
requirement of Milk, Flavored milk, Butter, Dahi, Lassi, Cheese, Chaas.mouth watering Ice
Creams. The focus is on key markets for each of the categories. In the curd category, they have
been in Delhi for a while now and launched in Mumbai just three months back. They hold a 60
per cent market share in Delhi, but it is too soon to gauge where we stand in Mumbai. Objectives
and Business Philosophy of Mother Dairy The main stakeholder of Mother Dairy was the farmer
member for whose welfare it existed. Unlike other organizations, their objective is not to
maximize the profit. They are more interested in giving the best price for the farmers for their
milk than in making a large profit. Thus they look at the price given to their suppliers as not a
cost but as an objective. Mother Dairy had, as its main objective, carrying out activities for the
economic development of agriculturists by efficiently organizing marketing of milk and dairy

produce, agricultural produce in raw and/or processed form and other allied produce. This was
to be done through: Common branding Centralized marketing Centralized quality control
Centralized purchases and Pooling of milk efficiently Mother Dairy had declared, as its
business philosophy, the following: 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. The biggest strength of Mother Dairy
was the trust it had created in the minds of its consumers regarding the quality of its products.
NDDB and its brand Mother Dairy stood for guaranteed purity of whatever products it had
produced. Adulteration was simply not done in any of its products. In India, where such trust was
hard to come by, this could provide a central anchor for Mother Dairys future business plans.
For more than 40 years' Mother Dairy helping to create a national network has been adapted and
extended to other commodities and areas. Their constant effort to learn and to enrich experience
is central to their approach and capacities. In times to come, Mother Dairy shall strive to become
a leading player in the food industry in India.

CHAPTER2-VISION AND MISSION STATEMENT OF AMUL

AND MOTHER DAIRY

AMUL
VISION:
Amuls vision is to provide more and more satisfaction to the farmers, their customers,
employees and distributers.
MISSION:

we the motivated and dedicated workforce at amul are committed to produce wholesome and
safe foods of excellent quality to remain market leader through development of quality
management system, state of art technology, innovation and eco-friendly operations to achieve
delightment of customers and milk producers

MOTHR DAIRY
VISION:
Provide quality food and beverages to consumers at affordable prices while ensuring fairreturns
to the producers.
MISSION:
Mother Dairys heritage is intrinsically linkedto the cooperative movement in India.
Withdetermination & pride we will continue to serve ourfarmers, rural India & our consumers.
Our values reflectwho we are & what we firmly believe in.

CHAPTER 3-SWOT ANALYSIS

AMUL:
STRENGHT

WEAKNESS

1. High brand equity and top of the mind brand

2. Strong network of over 3 million milk
producers
3. Worlds largest manufacturer of pouched
milk
4. Indias largest food brand, trusted for its
quality
5. Number of popular milk products like ice
cream, ghee, butter, paneer, dahi, milk, etc.
6.Products available at affordable price
7.Market leader in butter segment
8.Responsible for white revolution in India
9. Successful
campaigns

advertising

and

marketing

10.Strong network of Amul retail outlets, stalls

and parlours
11.A popular mascot in the Amul girl

1.Low market share in chocolates segment

2.Strong competition from international &
domestic players in the ice cream segment
means limited market share

OPPORTUNITIES

THREATS

1.Introduce new products in the chocolate 1.Strong competition from international

segment
players
2.To tap the untapped market, increase its reach 2.Economic slowdown and inflation
in
rural
markets
3.Rise in purchasing power of Indian people

MOTHER DAIRY:
STRENGHTS

WEAKNESS

1.Limited number of Mother Dairy and Safal

1.
A
well-recognized
brand
name outlets
2. Popular subsidiary brands like Dhara, Safal, b- 2.Difficult to maintain competitive pricing
Active, etc.
3.Vegetables and milk products are perishable
3.A wide variety of products like milk, dairy
products, fruits, vegetables, groceries, edible oil,
beverages,
frozen
food,
etc.
4. It is an IS/ ISO-9002, IS-15000 HACCP and IS14001
EMS
certified
company
5. An employee strength of 3000 people
6.Strong and efficient supply chain network
7.Procurement of milk from co-operative dairies
and vegetables from farmers, providing them with
fair prices
8.Technological advancement
9.Popular for its quality and affordable price

OPPORTUNITIES

THREATS

1.Strong marketing muscle by competitors

1.Continuous demand of dairy products and other 2.Unstable economic condition in India
products
by
Mother
Dairy 3.Other competitor brands
2.Open more number of Mother Dairy outlets
3.Market and advertise the products
4.Increase its market share by expansion in
untapped markets

CHAPTER 5-MARKETING MIX STRATEGY OF AMUL AND

MOTHER DAIRY.

MARKETING MIX STRATEGY OF AMUL

Product in the marketing mix of Amul

Amul has a very very strong product portfolio. Amul product portfolio is comprised mainly of
Dairy products. Amul butter, Amul cheese and Amul ice cream are cash cows for Amul as they
have the major market share in their product category. Amul ice cream is amongst the top 10 ice
cream brands of India.

Amul milk, Amul Paneer and Amul Dahi consumption is on the rise. In fact Amul milk has 26%
of market share in the packaged milk segment. The only disappointing performance is seen in
Amul Chocolates which are a burden for Amul and lot of push is required for the sales of the
same. This is because the chocolate market has established players like Parle, Dairy milk and
others.
The Amul family tree has the following brands Amul Milk, Amul bread spreads, Amul Cheese,
Amul Milk, Amul kool and its variants, Amul pro, Amul ice cream, Amul Paneer, Amul Dahi,
Amul Ghee, Amul Milk powders, Amul Nutramul, Amul mithai range, Amul mithai mate, Amul
chocolates, Amul butter milk. Thus the product portfolio of Amul considering its dairy origins is
astounding. Amul has various competitors based on different products. In ice cream it is Vadilal,
Dinshaws and Havmor. In butter and milk there is mother dairy, Britannia and others. However,
no competitor has such a vast dairy based product portfolio as Amul. This is the major reason
that Amul has a sustainable competitive advantage over its competitors.

Price in the marketing mix of Amul

Amul has a strategy of low cost pricing. Some may call it penetrative pricing. But penetrative
pricing strategy is used when the market has a high level of competition and a player wants to
establish itself in the market by giving low prices. However, in the case of Amul, when Amul
started, there were no national players and the dairy market was unorganized. During the

introduction stage itself, Amul had a vision to provide their products to end customers at the best
affordable rates. And the same vision is in place even today.
Today also, you will find that Amul butter, milk and cheese are available at affordable prices
keeping in mind the end customers. You may call these products costly, but the cost has nothing
to do with Amuls strategy. Remember that transportation costs as well as storage and
distribution costs are very high in FMCG. Thus, as the cost of transportation, storage and
distribution has increased over the years, so has the cost of Amul products gone up. But
considering their value for the average India consumer, these products are still priced at an
affordable rate.

Place in the marketing mix of Amul

Amul has a massive distribution network because its ice creams, milk, butter and cheese is found
practically everywhere. As it is a FMCG product, Amul follows the methodology of breaking the
bulk. The initial factory output is in bulk. Later on this bulk becomes smaller and smaller and
finally one individual slab of butter or scoop of ice cream is sold at the retail place.
There are two different channels through which Distribution happens in Amul. One is the
procurement channel which is responsible for collection of Milk through dairy co operatives. The
other is the distribution channel which is responsible for distributing the finalized product to the
end customers.

In the procurement channel, the milk is individually delivered from farmers to the co operatives.
The co operatives then collect all this milk and send the bulk to the manufacturing facility. At the
manufacturing facility, the milk is used to manufacture the finalised products.
In the distribution channel, there are carrying and forwarding agents, distributors, dealers and
retailers involved. There are also Amul shoppes which sell all products in the Amul product
portfolio. The distribution is as follows.
Amul >> Carrying and forwarding agent >> Distributor >> Dealer / Retailer / Amul Shoppe >>
Customer
Amul >> Modern retail
Thus there is a lot of transportation involved for all of Amuls products. However, the
distribution channel of Amul ensures that the products reach every nook and corner of India.

Promotions in the marketing mix of Amul

Amul is responsible for one of the most unique and longest running outdoor campaign as well as
one of the most known outdoor advertising characters The Amul girl. We would like to take
this opportunity to specially thank Mr Eustace fernandes, the creative brain behind the sweet girl.
But we should know by now that the Amul girl is hardly sweet or cute. She is known to be the
most naughty advertising girl ever. Amul hoardings mainly feature the current news and are used
to take a tongue in cheek viewpoint at current happenings. However, each advertisement hits the
nail on the head.

The promotions of Amul are mainly for butter but for all the other products there is hardly any
promotions. During the launch of products, Amul is known to go ATL and advertise milk, butter
etc. The Smita Patil ad wherein Smita patil is shown as a village milk collector is one of the most
famous ads for Amul. But overall, the main advertisement is BTL through outdoor, trade
promotions, discount schemes and sales promotions.
The major reason for Amuls absence in hardcore advertising is that Amul does not want to give
away margins in advertising its products. As per Amul, their maximum budget for advertising is
1% of the turnover. Above and beyond that will directly affect the cost of the product. And the
major reason for Amuls strong presence in the market is its excellent quality combined with the
affordable price. Thus, overall promotions will always be low for Amul except for the outdoor
advertising of Amul butter.
This concludes the marketing mix of Amul. The bottom line is that we love that an Indian brand
like Amul has reached such staggering heights and that we are a part of the time when such a
white revolution took place.
Mother

Dairy

sells

milk

and

milk

products

(Milk,

cultured

products,

Ice

VBN.VBN.MVBN.,MVN,.MV,.BNMV,BNM,.VB,VMX,CMV,.CXMV,.CMV,CMV,CMVCFKK
GLMVMV,.CMV,CFJDJGDJFKGFDGVKJMVB.CMB.MC.VBMC.MB.CMVBCMB.CMBCB.,
MVC,

MARKETING MIX STRATEGY OF MOTHER DAIRY

Product in the marketing mix of other dairyMother dairy sells milk and milk products Mother Dairy sells milk and milk products (Milk,
cultured products, Ice creams, Paneer and Ghee) 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. 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-the-art
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 markets
approximately 3.2 million litres 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 litres 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 & Flavoured Milk and most of these products are available across the
country. 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.

Price in the marketing mix of mother dairyThe Gujarat Co-operative Milk Marketing Federation may not like an intrusion on its home
territory, especially, when the opponent happens to be its rival, National Dairy Development
Board (NDDB). The Delhi-based Mother Dairy Foods Processing Ltd (MDFPL), a subsidiary of
NDDB, launched its Mother Dairy brand butter in Mumbai recently to take GCMMF's Amul
butter head-on. MDFPL has also decided to strategically price its butter lower than Amul butter
in Kolkata and the rest of Maharashtra.
Interestingly, Amul, enjoys around 86 percent share of the Mumbai butter market, keeping its
rivals Britannia and Nestle in the periphery.
However, with MDFPL entering into the price-sensitive Mumbai market with lower-priced
butter, industry sources believe that it may lead to a price war between the two Boards.
While Amul has been selling its butter at Rs 72 for a 500 gram packet and Rs 15 for a 100 gms
packet, in a strategic move Mother Dairy has launched its butter in Mumbai market at Rs 70 for
500 gms and Rs 14 for 100 gms. It also has plans to source butter from Maharashtra to cater to
the country's second largest market for table butter, Mumbai. MDFPL is looking to capture at
least 10 per cent of the butter market in Mumbai by the end of the current financial year.

"We will launch Mother Dairy Butter in rest of the Maharashtra too. We are also planning to
launch butter in Kolakata, Paul Thachil, chief executive officer (CEO), MDFPL told Business
Standard. Saying that MDFPL would not be able to even make a 'dent' in Amul's butter market in
Mumbai and entire country, G S Sodhi, chief general manager of GCMMF, said, "Amul butter
holds around 86-87 per cent share of the huge butter market in Mumbai. Amul does not have any
plan to reduce its prices for Mumbai or any other market as we believe in universal pricing
across the country.

Place in the marketing mix of mother dairy1) Milk Procurement:Mother Dairy sources its requirement of liquid milk from dairy c o - o p e r a t i v e s a n d
producer institutions. Milk is received from farmer cooperatives through
insulated road/rail tankers at very low temperature in order to retain its
freshness.

2) Milk distribution:79 tankers in the morning and 75 tankers in the evening bring in milk from
the regional collection centres. After collection the same tankers are utilized f o r
the delivery of the processed milk to the vendors and outlets. Mother
Dairy has over 820 Milk Distribution Outlets in the National Capital
R e g i o n . E a c h o f t h e s e outlets place their demand by raising an invoice one day in
advance. The demand isalso calculated using the Calendar Scheme, in this

depending

on

theprecalculateds e a s o n a l d e m a n d s t h e o u t l e t s p l a c e t h e i r o r d e r s a c c o r
d i n g l y . I n o r d e r t o s a t i s f y immediate demand, 20 to 25 tankers are provided with a
buffer stock of 500 litres each d a y s o t h a t t h e y c a n b e m o b i l i z e d t o c a t e r t h e
d e m a n d i n a n a r e a . To c o o r d i n a t e i t s operations all the tankers are equipped with
HAM radios. Distribution Channels:
a) Token Distribution:
Also, termed as
L o h e k i b h a i n s ( m e t a l b u f f a l o ) , i s a n automated milk vending machine.
b) COW:
Container on Wheels or COW is a manual milk distribution program in
which cycle-rickshaws are employed for milk distribution.
c) Retailers:
The packaged milk is distributed via the retailer network throughout the city

Promotion in the marketing mix of mother dairyM o t h e r D a i r y b e l i e v e s i n d i r e c t c o n t a c t w i t h t h e c u s t o m e r. I t o r g a n i z e s

v a r i o u s s e m i n a r s f o r children from different schools, students from various
colleges and even housewives to educate and increase awareness about milk and
its products. All this is done by the Customer Information D e p a r t m e n t w h e r e i n
consumers are made aware about goodness of milk, various stages of
i t s processing, Q.A. practices and possible adulterants. C o n s u m e r s c a n t h e m s e l v e s s e e
h o w i m p u r i t i e s a n d a d u l t e r a n t s c a n b e e a s i l y d e t e c t e d i n t h e laboratories. The

company also has a Mobile Lab that tests milk in residential colonies. As far as the sales are
concerned, in order to increase their reach, Mother Dairy sells its milk both in bulk vended
and sachet forms. Various advertisements both in print and electronic media are
flowed time to time on a regular basis.

CHAPTER 4-PRODUCTS
AMUL

MOTHER DAIRY

4.1-AMUL PRODUCT RANGE

1. AMUL MILK
Amul Gold- Pasteurised milk Amul milk meets the PFA standards for the respective type of
milk.
Packing-Poly Pack - 500ml, 1000ml, 5 Ltr *
Amul Milk is the most hygenic liquid milk available in the market. It is pasteurised in state-ofthe-art processing plants and pouch-packed to make it conveniently available to consumers.
Product Application-Direct consumption, Making of : Tea or Coffee, Sweets, Khoa, Curd,
Buttermilk, Ghee
Available in (Segments/Markets)
Gujarat, Delhi & NCR, Mumbai, Kolkata, Kanpur, Lucknow, Allahabad, Agra, Meerut, Aligarh,
Asansol, Nagpur, Raipur, Indore, Bhopal, Jaipur, Ajmer, Pushkar, Udaipur, Jodhpur, Pali , Pune,
Nasik

Amul Taaza- Pasteurized Milk Amul milk meets the PFA standards for the respective type of
milk.
Packin-Poly Pack - 500ml, 1000ml, 200ml, 5 Ltr *
Amul Milk is the most hygienic liquid milk available in the market. It is pasteurized in state-ofthe-art processing plants and pouch-packed to make it conveniently available to consumers.

Product Application
Direct consumption, Making of : Tea or Coffee, Sweets, Khoa, Curd, Buttermilk, Ghee
Available in (Segments/Markets)
Gujarat, Delhi & NCR, Mumbai, Kolkata, Kanpur, Lucknow, Allahabad, Agra, Meerut, Aligarh,
Asansol, Nagpur, Raipur, Indore, Bhopal, Jaipur, Ajmer, Pushkar, Udaipur, Jodhpur, Pali, Pune,
Nasik

2. AMUL BUTTER
Amul butter is most commonly used in every household. Amul is made from butter common salt
and permitted natural colour. It is been marketed from last from 4 decades. Amul butter
composes of fresh cream, milk fat, moisture, salt as well as curd in specific proportions. Amul is
standardized product and has BIS specifications. The calorific value is 720kcal./100g.

3. AMUL LITE: A Low Fat Low Cholesterol Bread Spread unlike Butter & Margarine, Amul
Lite is a low-fat, low-calorie & low-cholesterol bread spread, hence a healthier substitute. It
contains 26% less fat and calorie content as compared to butter or margarine.
Unlike Butter & Margarine, Amul Lite is a low-fat, low-calorie & low-cholesterol bread spread,
hence a healthier substitute. It contains 26% less fat and calorie content as compared to butter or
margarine. This product is specifically prepared for diet considering population. It isconsidered
as healthier substitutes as it contain 26% less fat and calorie. Helps to maintain slim and trim

without sacrificing. Amul lite is suitable for old age people as the heart disease chances are been
reduced. It contains Omega-6 andOmega-3. It helps to maintain healthy and cholesterol levels
are kept at minimum. This product is certified by AGMARK for quality. Tastes best with toast,
sandwiches and bread. It can also be used for topping on paranthas, paavbhaji, pulav, khichadi,
and soups and also for household baking, preparation of cake etc.
4. AMUL INSTANT FULL CREAM MILK POWDER
AMUL INSTANT FULL CREAM MILK POWDER (Spray Dried) is made from Toned Milk,
Vitamins A, and D. It composes of milk fat26%, protein 26%, carbohydrates 37%, minerals 6%,
and minerals 6%, moisture 3%. This product is highly acceptable product made from the most
modern dairy plant through a special formulation. It meets the requirements laid down under
PFA rules for processed Cheese Spread
5. AMUL PIZZA CHEESE
Amul, the largest selling brand of Cheese in India, introduced genuine Mozzarella Cheese for the
first time. Amul Pizza Cheese has Moist, Soft, Elastic texture and has a very timely surface sheen
and when fresh, it has a slightly salty blandish taste and pleasant aroma. Because of its stretch
ability, i.e. ability to form strings when hot, this cheese is ideal for preparing Lasagna, Veal
Cutlet, Alla Parmagnia and as a topping on pizzas.. Mozzarella is an excellent source of milk
proteins and is palatable to the consumer and institutional segments. It composes of fat, moisture
and salt. The Gouda cheese is an excellent taste used for pizza toppings and is widely used in
major hotels
6. AMUL MALAI PANEER

Technologically, it is equivalent to Cream Cottage Cheese of western products. Amul Malai

Paneer is available in already cut cubes form. The best quality Malai Paneer with quality
assurance of Amul is the only national brand of Paneer available in India since 1997. It is also
exported to US, Gulf as well Singapore & Japan markets regularly. Richer, Softer,Better"
Paneer is made out of fresh milk. Compositions of Amul Malai Paneerare higher fat content (2627%) and lower moisture content. This gives AmulMalai Paneer smooth, uniform texture and
softness that most consumers desire. Diced Paneer is available in three pack sizes viz. 100 g, 200
g & 1 kg pack in heat sealed poly pouches to ensure the best quality.
7. AMUL PURE GHEEAMUL PURE GHEE is made from Milk Fat. The composition of Amul is milk fat 99.7% and
moisture 0.3%. the calorific value 900kcal/100g. Amul sagar pure ghee is made from fresh
cream. It has a typical rich aroma and granular texture. It is an ethnic product made by dairies
with decades of experience being a rich source of Vitamin A, D, E and K. Meets AGMARK
SPECIAL GRADE specification of the AGMARK scheme (1938)of Govt. of India.
8. AMUL MASTI DAHIAMUL MASTI DAHI is made from Pasteurized Toned Milk.Amul mast dahi composes of
essential nutrients such as fat 3.5% and SNF8.5%. This product is available in packaged form. It
is produced in a modern processing plant which helps to give a smooth, mild acetic acidic taste
and pleasant flavour consistently.

9. AMUL ICE-CREAMS-

AMUL ICE CREAM is made from Milk and Milk products, Sugar, Stabilizers & Emulsifiers. It
composes of milk fat, total solids, sugar, acidity, protein etc. Calories present are per 100 ml
-196.7 kcal Various verities of Ice Cream can be made from the basic mix by addition of required
amount of permissible colors and flavour. Dry fruits and nuts would be used for making premium
varieties of Ice Cream. Various flavors of Amul ice-cream are as follows:-Vanilla, Strawberry,
Pineapple, Orange, Rose, Mango, Chocolate, Honey-Dew-Melon, Tutti Frutti, Litchi, Kesar
Pista, Kaju Draksh, Butterscotch, Choc chips, Rajbhog and Cashew Break.
10. AMUL CHOCOLATESAmul chocolates is made from Sugar, Cocoa Butter,Milk Solids, Chocolate mass. The
composition is as follows Milk Fat, Sugar,Total Fat (Milk Fat + Cocoa Fat), Cocoa Solids, and
Milk Solids and meets allrequirements under the PFA for boiled sugar confectionary.
11. AMUL SHAKTIAmul Shakti Health Food Drink Amul Shakti is a unique combination of Milk and natural
goodness of Kesar (Saffron) & Almond. Amul Shakti, a complete food in a drink, is ideally
balanced for the nourishment and health of the entire family.It contains more of Milk Protein and
Milk Calcium which are easily digested and assimilated in the body. Amul Shakti contains
essential Amino Acids, Vitamins, Minerals and Micronutrients needed for building up internal
immunity and maintaining good health. The product is available in two flavors Kesar-Almond
and Chocolate. Amul Shakti contains essential Amino Acids,Vitamins, Minerals and
Micronutrients needed for building up internal immunity and maintaining good health.

4.2-MOTHER DAIRY PRODUCT RANGE

1. MOTHER DAIRY MILK

Most of the calcium in milk is not bound up in the fat globules that are removed when
'skimming' the milk, but rather in the water content of the milk. Removing the part of the milk
(the milk fat) with a lower percentage of calcium, increases the relative percentage of calcium in
the remaining milk.
FULL CREAM MILK- The protein contained in milk is called 'Casein'. This protein is rich in
Calcium and is white in colour. Milk also contains fat, which adds to the whiteness. That's why
low-fat milk is less white in appearance (though you may not be able to spot the difference with
the naked eye).
White objects do not absorb much light - that means most of the light gets reflected. A tomato
looks red because it reflects red light and absorbs the other colours of the spectrum. Milk looks
white because both Casein and cream (fat) reflect light. Mother Dairy Full Cream Milk
wholesome and healthy.
Packed with energy and nutrition thats essential for growing kids. It makes them stronger from
within and keeps them active and healthy.
SKIMMED MILK in Skimmed Milk, as much of the fat as is possible is removed, yet it
continues to supply all the nutrients a Milk does. The young at heart would particularly find it a
tempting option to compliment with their low fat diet requirements.

Available in: Delhi & NCR , Mumbai.

2. MOTHER DAIRY BUTTERIts delicious. Its creamy. And its so easy to spread. Available in 100 and 500 gram packs,
Mother Dairy Butter is produced under totally hygienic conditions using Mother Dairys
wholesome milk. The butter available with us is salty in flavor and it can be applied to any food
item as per the customer's choice to enhance the taste. Mother Butter is creamier, tastier and
spreads easily. It has the right amount of salt which is liked by all. Its delicious. Its creamy. And
its so easy to spread.
Mother Dairy Butter is produced under totally hygienic conditions using Mother Dairys
wholesome milk.
Pack size: 100g and 500g
Availability: Mother Dairy Exclusive outlets in Delhi NCR, Retail Outlets and MRFs in Delhi
NCR, Mumbai and Pune.

3. MOTHER DAIRY CHEESE SPREADMother Dairy Cheese is made from freshly collected Cows milk. Mother Dairy Cheese with its
great taste and creamy, soft texture lends itself well to be used in a variety of foods be it your
Sandwich or a Partha or as a chutney or dip.

4. MOTHER DAIRY CHEESEMother Dairy presents yummy Cheese made from freshly collected cow's milk. With its great
taste and creamy, soft texture lends itself well to be used in a variety of foods. It's made with
calcium rich milk and each slice of Mother Dairy Cheese offers approximately 20% of a growing
child's everyday Calcium requirement. It's made with calcium rich milk and each slice of Mother
Dairy Cheese offers approximately 20% of a growing child's everyday Calcium requirement.
Mother Dairy Cheese is made from freshly collected Cows milk. One slice of Mother Dairy
cube is equivalent to 125ml of Glass of Cows Milk.
Mother Dairy Cheese with its great taste and creamy, soft texture lends itself well to be used in a
variety of foods be it a topping for small cut vegetables or pineapples.

5. MOTHER DAIRY PANEERPaneer is an essential ingredient in the life of all vegetarians. It is an accompaniment to most
meals. Mother Dairy Fresh Paneer offers you a hygienic and quality product that comes with the
guarantee of a trusted brand in dairy products and hence gives you complete satisfaction of
product quality.
Pack size: 200 g ;Storage: Under Refrigeration (below 80C)
6. MOTHER DAIRY DAHIAbsolutely delicious, with a rich and creamy texture, Mother Dairy Dahi is uniformly thick,
consistent and natural, without the use of any preservatives. Mother Dairy Dahi is made from

pasteurised standardized milk which contains 4.5 % milk fat and 10 % milk SNF. Not only does
it taste great, it also aids digestion by maintaining balanced micro flora in the intestine and
suppressing the growth of undesirable pathogenic bacteria.
Mother Dairy Set Curd is a delicious, creamy and well set curd which gives you the taste of
Homemade curd without the hassles of setting curd at home. Our curd is prepared using the best
quality standards making it hygienic.
Pack sizes : 85g, 200g, 400g, 2kg, 5kg
Storage: Under Refrigeration (below 80C)
Ingredients: Milk, Water, Milk solids and lactic culture.

7. MOTHER DAIRY KATHIAWADI GHEEMother Dairy Kathiawadi ghee is prepared from the milk collected from Saurashtra region. It
exhibits unique flavour and textural properties because of characteristic fatty acid profile.
Available in: 500 ml Poly Pouch, 1 ltr Tin.

8. MOTHER DAIRY ICE-CREAMSIce Creams are tempting. Mother dairy ice creams are mouth-watering. ice creams can chill your
senses. Just what is it about Ice-creams that make the world go crazy. Taste one of our ice creams
from the range of Indian classics, Western classics in 1 Ltr Tubs and you will know how to
celebrate & enjoy with family, friends & beloveds.

Ice cream is rich source of vital nutrients;

Protein growth & muscle building
Carbohydrate provide the energy required for most functions in the body
Fat Helps in storage of energy, production of hormones & brain development
Calcium helps in growth and maintenance of teeth and bones and is a vital function in blood
clotting and muscle contraction.

9. MOTHER DAIRY MILK CAKEThe rich, creamy milk gives Mother Dairy Milk Cake a real taste of wholesome goodness. Every
bite makes the next one simply irresistible. A taste thats not only perfect to celebrate an
occasion, its in fact reason enough to call for one!
Pack size: 400g
Storage: Under Refrigeration (below 80C)
INGREDIENTS: Milk Solids, Sugar, Liquid Glucose and Citric Acid

10. MOTHER DAIRY NUTRI FITNutrifit is a delicious probiotic milk drink containing billions of LA5 friendly bacteria which
strengthen the bodys defenses against infections and diseases when consumed over a period of

time. Just as antibiotics fight disease causing bacteria, probiotics help increasing immunity. It
offers you taste, protection and nutrition all at the same time.
Motherdairy dairy's Nutrifit is a delicious probiotic fermented milk drink. Each bottle contains
live and active probiotic bacteria which help strengthen your immune system. Nutrifit is made
up of milk, culture, fruit and sugar. The key ingredient of Nutrifit is its unique probiotic culture
which imparts immunity enhancing qualities to it and the natural fruit contributes to the delicious
taste. The probiotic bacteria of Nutrifit LA-5 and BB-12 can survive the hostile conditions of
the digestive system. They reach intestine in active form and bring about favorable changes
which collectively result in strengthening bodys natural defense.

CHAPTER 6-CONCLUSION

New Delhi-based milk major Mother Dairy is beefing up its presence in Mumbai a market it
entered three years ago, and which is dominated by its arch-rival Amul. Unlike in New Delhi and
the National Capital Region where Mother Dairy has a presence via company-owned booths as
well as in allied retail outlets, it has to depend only on the latter in Mumbai.
As both national and regional brands try to outdo each other, milk distribution in the financial
capital is fierce. Besides, the market is fragmented with players, such as Amul, Mahanand,
Warna, Dwarka and Gokul, having a retail presence in excess of 13,000-15,000 outlets. In
comparison, Mother Dairy has 10,000 outlets in Mumbai till now. But, according to company
executives,

it

is

ramping

up

the

number

of

outlets.

Mumbai is among the larger consumers of milk in India. On an average, an individual in

Mumbai consumes about 200 milllitres of milk a day, second only to the north, where average
consumption

is

about

260-270

milllitres

day.

Milk production in India is pegged at about 122 million tonnes per annum. Of this, a processed
milk account for 35 per cent, while unprocessed (which is the unorganised sector) is 65 per cent.

The organised national milk brands in India include Amul, Mother Dairy, Hatsun and Kwality.
Of this, Amul and Mother Dairy are promoted by cooperatives Gujarat Cooperative Milk
Marketing Federation (GCMMF) and National Dairy Development Board (NDDB), respectively.
In Delhi, Mother Dairy, which has been around for over three decades, has about 15,000 outlets,
including 3,000 booths. It has a market share in excess of 60-65 per cent across categories
milk and dairy products. In Mumbai, the companys share in milk (primarily, pouch milk) is
about 9-10 per cent in comparison to Amul, which is closer to 40 per cent.

But Mother Dairy leads in dairy products, such as set curd or dahi, in Mumbai, launched
simultaneously with pouch milk three years ago. Its market share in dahi in Mumbai is 20 per
cent compared to Amuls 18-19 per cent. There are allied players in dahi too, such as Nestle,
Danone and Britannia, but Mother Dairy and Amul have a clear leg-up in the city.
Amul, too, in the last one year has kicked off a massive distribution exercise to make its dairy
products available in small towns and cities. The aim, according to R S Sodhi, managing
director, GCMMF, is to derive incremental growth from these new markets.

WEBLIOGRAPHY

http://www.business-standard.com/
http://www.amul.com/
http://www.motherdairy.com/MotherDairyPages/ourproducts
http://www.mindtools.com/

BIBLIOGRAPHY

1) STARTEGIC MANAGEMENT
-MICHAEL VAZ
2) MARKETING MANAGEMENT
-PHILIP KOTLER