MAULANA ABDUL KALAM AZAD UNIVERSITY OF TECHNOLOGY

SUMMER PROJECT REPORT

“PROMOTION OF AMUL SHAKTI IN KOLKATA”

BY
JITESH KUMAR
MAKAUT ROLL No. 13600918077

ARMY INSTITUTE OF MANAGEMENT

KOLKLATA

1
 DECLARARATION

I owe a great many thanks to a great many people who helped and supported me
during my project paper.

My deepest thanks to the Mr.Abhijit Maiti and Mr. Arpan Haldar for guiding me
with attention and care to accomplished this project beautifully. They are taken
pain to go through the project and make necessary correction as and when needed.

JITESH KUMAR

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 TABLE OF CONTENT

INTRODUCTION
VISION AND MISSION OF AMUL
AMUL AND ITS PRODUCTS
TOP COMPETITORS OF AMUL MILK IN KOLKATA
PROBLEM STATEMENT
SURVEY/ RESEARCH
PROMOTION OF AMUL SHAKTI
CONCLUSION

3
 ACKNOWLEDGEMENT

I am extremely indebted to the management of Amul,Kolkata for providing me

opportunity to undertaken the project work I their esteemed organization. I am
extremely grateful for all the guidance provided by Mr. Arpan Haldar and all other
staffs of Amul Kolkata without help this project would not have been possible.

I would like to express my sincere gratitude to Prof. Aindya Saha, Army Institute
of Management, whose role as a project guide was valuable for the project.

My heart full thanks go to all executives who helped me to gain knowledge about
the actual working and the processes involved in various step of the project

4
 INTRODUCTION

AMUL (Anand Milk Union Limited) is an Indian cooperative dairy company,

based at Anand in the state of Gujarat.
Formed in 1948, it is a cooperative brand managed by a cooperative brand managed by a
cooperative body, the Gujarat cooperative Milk Marketing Federation Ltd. (GCMMF), which
today is jointly owned by 3.6 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.
White Revolution was spearheaded by Tribhuvandas Patel under the guidance of Sardar Patel.
As a result, Kaira District Milk Union Limited was born in 1946. Tribhuvandas become the
founding chairman of the organization and led it until his death. He hired Dr. Verghese Kurien
three year after the white revolution. He convinced Dr. Kurien to stay to stay and help with the
mission.

Kurien, founder chairman of the GCMMF for more than 30 years (1973-2006), is credited with
the success of Amul’s marketing. Amul has ventured into markets overseas.

5
THE BIRTH OF AMUL
 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 than 73 years, 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 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, 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.

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.

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 THE AMUL MODEL
The Amul Model of Dairy development is a three-tiered 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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 VISION AND MISSION

VISION……..
Amul’s vision is to provide more and more satisfaction to the farmers, employees and
distributers.

MISSION……..
Amul at GCMMF (Gujarat Co—operative milk Marketing Federation) endeavor to satisfy the
taste and nutritional requirements of the customers of the world, through excellence in marketing
by our committed to offering quality products that provide best value for money.

8
 AMUL AND IT’S PRODUCT

It consists of wide ranges of products which are given below:

 Amul Bread Spreads Range

 Amul Beverage Range/ Milk Drinks
 Amul Powder Milk Range
 Amul PRO
 Amul Fresh Milk Range
 Amul Cheese Range
 Amul Cooking Range
 Amul Dahi Range
 Amul Mithai/Desserts Range
 Amul Health Drink
 Amul Chocolates
 Amul Ice creams

AMUL BREAD SPREADS RANGES

Amul has varieties of Bread Spreads ranges and are preferred by many consumers on a daily
basis. These are given below:

AMUL BUTTER:

Amul Butter is made up of pure milk fat. It consists of 100g, 500g, 50g, 20g,
and 8.1g packing. It can be eaten with bread, paratha, roti, nans, and
sandwiches.

AMUL LITE:

Amul Lite is a low cholesterol, low calorie and low fat bread spread. It is
available in 100g, 500g, and 200g packing. It is been used for topping on
parathas, pav-bhaji, and also for preparation of cakes.

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DELICIOUS TABLE MARGARINE:

Delicious Table Margarine is the substitute of butter. Margarine is prepared

from vegetable oils and fats. It contains zero cholesterol and fortified with
vitamin A & D. 100g, 500g, 200g tub & Single serve pack are available.

AMUL BEVERAGE RANGE / MILK DRINKS

AMUL KOOL MILK SHAAKE:

Amul Kool Milk Shaake comes with four awesome flavours which are
Banana, Mango, Strawberry and Badam. The price of this is Rs.22 for
220ml can. These are also sold in tetra pack in three flavours i.e. Mango,
Strawberry, and Banana. The Price of this is Rs 15 for 180 ml tetra brick.
It is rich in nutrients and is the healthiest drink against any other soft drinks.

AMUL KOOL:
Amul Kool is very tasty and healthy drink and come with five flavour i.e Kasar,
Elaichi, Rose, Mango, and Strawberry. Available in 200ml Glass Bottle, 200ml Tetra
Pack, 250ml can, and 1litre Terta Pack.

AMUL KOOL CAFE:

Amul Kool Cafe is a tonned milk flavoured with coffee. It is very good and
convenient for parties, picnics, etc. Available in200ml Glass Bottle, 200ml Tetra
Pack, 250ml Can.

AMUL KOOL KOKO:

Amul Koko is a cholcolate flavour Milk. Available in 200 ml Glass Bottle,
250 ml Can, 200 ml Terta Pack.

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NUTRAMUL ENERGY DRINK:

This is an energy drink and available in 200ml Glass Bottle.

AMUL KOOL CHOCOLATE MILK:

It is chocolate flavored milk and is available in 200 ml and 1 litre Tetra pack.

AMUL KOOL FLAVOURED BOTTLED MILK:

Amul Kool Flavoured Bottled Milk comes in four flavour which are Elaichi,
Kesar, Rose, and Badam. It is very delicious and healthy drink. It is also available
in 200 ml Tetrapak.

AMUL KOOL FLAVOURED TETRA PACK:

Amul Kool Flavoured Tetra pack comes in four flavour which are
Elaichi, Kesar, Rose, and Badam. It is very delicious and healthy
drink. It is also available in 200 ml Pet Bottle and Glass Bottles.

AMUL MASTI SPICED BUTTERMILK:

Amul Masti Spiced Buttermilk is a100% natural drink and free from artificial colour,
preservatives, acids, and sugar. It is available in 200ml Tetra, 500ml and 1 litreTetra. The price
of this is Rs.8, Rs. 15, and Rs. 30 respectively.

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AMUL KOOL LASSEE:

Amul Kool Lassee is refreshing milk natural drink. It can be served at any
convenient place like parties, picnic, and during hot summer.

AMUL KOOL THANDAI:

Amul Kool Thandi is also flavored milk with flavour of traditional Thandai. It is available
in 200 ml Glass Bottle, 200 ml and 1 litre Tetra pack.

AMUL STAMINA CAN:

Amul Stamina is an energy drink which contains electrolytes, vitamin C,

minerals, calcium, milk proteins. It is essential for body growth and muscle
building. It is available in 200 ml Tetra Pack and 250 ml can.

AMUL PROLIFE PROBIOTIC LASEE:

Amul Prolife Probiotic Lasee is a flavoured drinking yogurt made up of

natural ingredients. It comes in four flavours i.e. Rose, Cumin, Mango,
and Pineapple.

AMUL PROFILE BUTTER MILK:

Amul Profile Butter Milk contains probiotic bacteria which help in improving immunity and
diogestion. It is natural drink and very good for health.

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AMUL POWDER MILK RANGE

AMUL SPRAY INFANT MILK FOOD:

Amul Spray is used as an infant milk substitute for feeding bottles. It is made
from partically skimmed milk. It contains Vitamins A, D, K, B,C and
minerals, Calcium, Magnesium, Phosphorous, Iron, Copper, Iodine,
Manganese and Zinc.

AMUL INSTANT FULL CREAM MILK POWDER:

Amul Instant Full Cream Milk Powder is made from toned milk. It has more
milk fat as compared to normal milk powder.

AMUL SAGAR SKIMMED MILK POWDER:

Sagar Skimmed Milk Powder is made from skimmed milk. It is non fat and
rich in protein.

SAGAR TEA COFFEE WHITNER:

Sagar Tea Coffee Whitner is made from Milk Soilds, Sugar and Hydrogenated
Vegetables Oils. It is mainly used for making tea and coffee.

AMULYA DIARY WHITENER:

Amulya Diary Whitener is a made from partially skimmed milk and sugar.
It is used in preparing Tea, Coffee, Sweets, Curd, Cakes, etc.

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AMUL PRO:

Amul PRO is a malt based milk additive. It is very easy to make and
suitable for people of all ages, especially Kids, who need milk and
nutrients. It is to be consumed by adding directly to the hot or cold milk.

AMUL FRESH MILK RANGES

Amul variants of fresh milk ranges and are preferred by many consumers on a daily basis. These
are outlined below:

DOUBLED TONED MILK OR AMUL SLIM AND TRIM

Pasteurised Milk Amul milk meets the PFA standards for the respective type
of milk.
Available in 1litre, 500ml, 200ml Poly Pack.
Fat content--1.5 % (Minimum)
SNF content –9.0 % (Minimum)
Consumer Price – Rs 19 per 500 ml Poly Pack

TONED MILK OR AMUL TAAZA

Amul Milk is the most hygienic liquid milk available in the market.

It is pasteurised in state of the art processing plants and pouch packed to

make it conveniently available to consumers.
Available in 1litre, 500ml, 200ml Poly Pack
Fat Content—3% (Minimum)
SNF Content—8.5% (Minimum)
Consumer Price—Rs 22 per 500 ml Poly Pack

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STANDARD MILK AMUL SHAKTI

Pasteurised Milk Amul milk meets the PFA standard for the respective
type of milk.
Available in 500ml, and 250ml Poly Pack
Fat Content---4.5% (Minimum)
SNF Content---8.5% (Minimum)
Consumer Price---Rs 23 per 500 ml Poly Pack

FULL CREAM MILK OR AMUL GOLD

Pasteurised milk Amul milk meets the PFA standards for the respective type
of milk.
Available in 1 liter, 500ml, 250ml Poly Pack
Fat Content---6.0% (Minimum)
SNF Content---9.0% (Minimum)
Consumer Price---Rs 27 per 500 ml Poly Pack

AMUL CHEESE RANGE

Amul has varieties of cheese ranges and are preferred by many consumers on a daily basis and
are used mainly on bread, cooking, pizza etc. It can be eaten with bread, paratha, roti, nans, and
sandwiches.

The Cheese types are outlined below.

AMUL CHEESE SPREADS

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AMUL EMMENTAL CHEESE

AMUL PIZZA MOZZARELLA CHESSE

GOUDA CHEESE

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AMUL COOKING RANGE

Amul has varieties of cooking ranges. Ghee and Butter is commonly used and is preferred by
many consumers on a daily basis and is used mainly for cooking, makings sweets, garnishing etc.
It can be spread with bread, paratha, roti, etc.

The silent features

Ghee is very healthy for our body. 1 spoon a day of Ghee keeps you fit and strong. Ghee can be
consumed for better digestion. Ghee stimulates muscle movements, strengthens the sense organ,
nourishes the skin and improves complexion. Ghee is good source of energy and provides
vitality to human body.

The Ghee types are outlined below.

AMUL/SAGAR PURE GHEE

Amul Pure Ghee is made from fresh cream and it is a loved by all the
consumers which provides strength to human body.

AMUL GHEE

Amul Ghee is made from fresh cream and it is a good source of energy and
provides vitality to human body.

AMUL YELLOW COW GHEE

Amul Cow Ghee is made from fresh cream and it has typical rich
aroma and texture. Amul Cow Ghee is an ethnic product made by
dairies with decades of experience, and rich source of Vitamin A,
D, E and K.

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AMUL COOKING BUTTER
Amul cooking Butter is used and is preferred by many consumers on a daily
basis and is used mainly for cooking, making sweets, garnishing etc. It can
be spread with bread, paratha, roti, etc.

AMUL DAHI RANGE

AMUL FLAAVYO FROZEN YOGHURT

Amul Flaavyo Frozen Yoghurt is made from natural ingredients and

fortified with vitamins. It contains probiotic bacteria which helps
digestion and immunity improvement. It comes in five flavours i.e;
Mango, Pineapple, Strawberry, Vanilla and Misti Doi.

AMUL MASTI DAHI

Masti Dahi is made from pasteurized Toned Milk and no preservatives.

It is rich in nutrition as it contains all goodness of milk. It can be
consumed directly or can make Lassee, Dahi Rice, Dahi Wada, etc.

PRO-BIOTIC DAHI

Pro-biotic Dahi helps to improve immune function of the body and

maintain healthy digestion system. It also helps to build stronger
bones and teeth.

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AMULMITHAI / DESSERTS RANGE

AMUL SHRIKHAND

Amul Shrikhand is prepared from fresh curd. It comes in many

flavours namely Elaichi, Kesar, Mango, Badam Pista, Amrakhand,
Rajbhog, Butter Scotch, Strawberry, Pineapple, etc. It also contains
fruits, nuts, cardamom, and saffron. Amul Shrikhand is available at
cheapest rate and the quality is very good for taste and it is very
hygienic. It is the only pasteurized Shrikhand available in the country.

AMUL MITHAEE GULAB JAMOON

Amul Mithaee Gulab jamoon is made from pure khoa. It is available in

1 kg and 500 gm and its packing is convenient and also easy to open.

AMUL BASUDI

Amul Basundi Kesar Elaichi is a traditional Gujarat dessert which is made from
condensed milk. It can be consumed directly or used for preparing Kheer, Kulfi,
Milk Shakes, etc. This is available in 500 ml and 1 litre Tetra pack.

AMUL AVSAR LADOO

Amul Avsar Ladoo is made from high nutrious besan and pure amul ghee. It is
very useful during any occasion or festival.

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AMUL MITHAI MATE

Amul Mithai M,ate is a sweetened Condensed Milk made from pure milk
fat. It can used to prepare Kheer, Laddoo, Rasmalai, Baked Products, Cakes,
and Toppings etc. For household consumption 400gm tins are available. It is
made from pure milk solids, sugar and contains no preservatives. It is can
used to prepare Ice Creams, Toffees, Biscuits and Sweets, etc.

AMUL MITHAEE KULFI MIX

Amul Mithaee Kulfi Mix is a sweetened Condensed Milk made from pure
milk fat.

AMUL HEALTH DRINK

NUTRAMUL

Nutramul is made from malt extracts, Milk Solids, Sugar and Coca
Powder. It contains Vitamins, Proteins, Carbohydrates and Minerals. It
is very health drink and to be consumed directly adding to milk.

AMUL SHAKTI WHITE MILK FOOD

It is healthy drink consumed during morning or evening. It contains

Vitamins, Proteins, Carbohydrates and Minerals.

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AMUL CHOCOLATES

Amul Chocolates are made from Sugar, Coca Butter, Milk Solids and Chocolates mass. These
are made from rich creamy milk and delicious coca. Amul chocolate syrup in bottle and jar are
available. It can be used on ice cream, cakes, etc.
Amul has varieties of chocolates ranges and are preferred by many consumers on a daily basis.
These are outlined below.

AMUL FRUIT ‘N’ NUT CHOCOLATE CONGRATS PACK

AMUL FUNDOO MILK CHOCOLATE

AMUL CHOCOZOO

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AMUL COOKING CHOCOLATE – DARK CHOCO SLAB AND MILK
CHOCO SLAB

AMUL REJOICE ASSORTED CHOCOLATE

AMUL WATER CHOCOLATE – BINDAAZ

AMUL CHOCOLATE SYRUP

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AMUL ICECREAMS
Amul Icecream are made from fresh milk and are available in different flavours. It can be used to
prepare sundaes, shakes,etc. Icecreams are much preferred by kids and also all generations. It is
very nice to consume them during anytime, anywhere.

Amul has varieties of ice-creams ranges and are preferred by many consumers on a daily basis.

Some of therm are outlined below.

 Simply Delicious Ranges

 Nature’s Treat
 Sundae Range
 Cassatta

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TOP COMPETITORS OF AMUL MILK IN KOLKATA
Amul is a well known brand with a wide product range in FMCG giving a
tough competition to its competitors. The following are the major
competitor in its milk range:

ITC:
ITC Limited has expanded its fresh dairy portfolio with the launch of
pouch milk in toned and double-toned variants and dahi (curd) in Kolkata
under the brand name Aashirvaad Svasti. Keeping in mind the consumer
preferences, the pouch milk is pasteurized using a unique Taste-Up process
that makes the milk consistently richer, thicker and tastier.
Toned milk is available in 500ml packs priced at Rs 21 and one-litre packs
priced at Rs 41; Double Toned milk is available in 500ml packs priced at
Rs 18 and 240ml packs priced at Rs 10.

RED COW:
Red Cow Dairy is now a renowned cow milk supplier in India, who has
carved a niche for themselves in the industry by supplying only fresh
cow milk. There are few types of milk supplied by Red Cow are:

 Regular Milk
 Gold Milk
 Premium Milk
 Creamy Delight Milk
 Full Cream Milk

MOTHER DAIRY:
Mother Dairy sells milk and milk products 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 Dairy’s 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

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 PROBLEM STATEMENT

The project is an attempt to understand Amul, Kolkata retailers, Consumers and also the reason
behind low sale of Amul Shakti in Kolkata. Despite of being first in the industry. The sale of
Amul Shakti has fallen down incredibly due to its competitors and other reasons.

Most of the complaints that we heard from the retailers is that they are not satisfied with the
company’s profit margin as the margin is very low compared with other competitors’ product.
The improper distribution network creates a great hindrance in reaching the product to the
market and the customers. At most of the outlets, employees are not satisfied even dealers also.
According to them, Amul only takes action for customer satisfaction, but not for the outlet
employees’ satisfaction. Amul tries to avoid it. The retailers are not happy with the damage
product treatment given by the company. The retailers wish for the replacement of the damaged
products which the company refuses to give. The company faces huge competition from other
companies in the market.

The survey report submitted by me assists the company to take right decisions to increase the
turnover and market share.

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 SURVEY/ RESEARCH

S.N RETAILER ADDRESS MOBILE MILK VARIANT SHAK SELLING SELLI

o NAME NO. TI AMUL NG
ORDE PANEER AMU
R L
SHA RICH RED ITC
SMAL
KTI COW
L
PACK
1. Amit Store Naskar NIL No Yes Yes Yes 5 ltr No 60 Pcs
Park
sarsuna
2 Stop Shoppe 18 hochi 9339381 No No NO NO No No 35 Pcs
saranibal 517 (Onl
y
taaza
3 Govind Store 18 hochi 9903883 No ( NO NO NO NO Yes NO
saranibal 333 only
taaza
&
gold)
4. Bubay Store Raidighi 9830421 No NO NO NO NO Yes 20 Pcs
344 (only
taaza
)
5. Sahil Store 2 PP Road 8420744 10 Yes YES No NO Yes 60 Pcs
Bakutala 499 ltr
6. Anjali Store 16 No. 8961416 No Yes Yes Yes 2 ltr No 20 Pcs
Paka road 590 (only
Bakutala taaza
7. Subham 184 B.C 9831509 5 No No No NO Yes 65 Pcs
Store road 809 Ltr
Bakutala
8. R.J Grocery Green City 9830160 No Yes Yes NO No Yes 85 Pcs
E398 334
9. Ram Krishna 12/1 9903798 5 ltr Yes Yes NO 2 ltr Yes 25 Pcs
Store Rakahal 502
mukherjee
road
10 M/S maa 65A A. 9748878 3 ltr Yes Yes Yes NO Yes 12 Pcs
Annapurna nagar 420

26
 Bhandar behala

11. Patahik 113/2 9830310 NO NO NO NO NO NO 10 Pcs

bandu store raidighi 621
road
12. Babua store 156 BC 9830229 1 ltr No Yes No NO No 15 Pcs
road 266
13 Priya Bandar 126 BC 9903965 5 ltr Yes Yes NO NO Yes 20 Pcs
shop road 674
14. Deep chand 114 BC 7044229 NO NO NO NO NO Yes 10 Pcs
store road 649
15. Asmita store 204 BC 9883075 5 ltr Yes Yes NO NO NO 20 Pcs
road 673
16. Modlani Gopal 9674688 No NO NO NO 2 ltr Yes 25 Pcs
bhandhar mishro 932
Road
17. Tapas store 47/4 gopal 6291301 No No No No 2 ltr Yes 15 Pcs
mishro 888
road
18. Avindan Aadhoson 8240342 3 ltr No No No No No 12 Pcs
store nagar 177
bazaar
19. Banerjee Jai 9874048 10 Yes Yes Yes 2 Ltr No 32 Pcs
milk store Rampur 765 ltr
jola road
20 Anwesha 22B sarda 9874671 1 ltr Yes Yes No 2 Ltr Yes 16 Pcs
stationary jairam jola 764
road
21 Varsha 35/7 BG 8420516 5 Ltr Yes Yes Yes No No 8 Pcs
udyag press 698
colony
22 Paul store P164 8777273 2 Ltr Yes Yes No NO Yes 5 Pcs
unique 241
park Kolk
61

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 PROMOTION

In Amul we did Umbrella branding, Umbrella branding involves creating a huge brand equity for
a single brand. It is very common to find umbrella branding in FMCG products.

Umbrella branding only works when the company has a line of very similar products. The
concept conveyed to costumer is that any product that carries the brand name is produced by
using the same high standards of quality.

28
29
 CONCLUSION

We conclude that Amul is a big brand but due to low profit margin to the retailers,
most retailers don’t want to sell Amul Shakti because there is very less awareness
of the product to the customers. Customers mostly are loyal to Amul but they
generally buy Amul Slim N Trim, Amul Taaza, and Amul gold. As other
competitors of amul give offers to the retailers such as ITC company gave 1 Packet
free in 1 crate. Hence Amul needs to come up with some new offers to the
distributors and the retailers so that they can gave priority to the Amul Shakti over
other milk brands.

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