SURYADATTA GROUP OF INSTITUTE

WINTER INTERNSHIP PROJECT REPORT

by-kiran chaudhari
TITLE- study of consumer and
retailer prefrance for buying
amul milk and milk product.
 INDEX

SR.NO TITLE
1 Executive Summary
2 Introduction
3 Company Profile
4 Objective
5 Field work
6 A) Survey
7 B) Activity
8 Data analysis
9 Learning
10 Conclusion
11 Reference
 Introduction
In the year 1946 the first milk union was established
This union was started with 250 lit of milk per day .
In the year 1955 AMUL was established in the year 1946
the union was known as KAIRA DISTRICT CO-OPERATIVE MILK
PRODUCERS UNION this union selected the brand name AMUL in 1955
Company profile
• Formed in 1946 by Dr. Vergiese Kurien (Father of white revolution)
• Founded by Tribhuvandas patel with guidance of Sardar Vallabhbhai
Patel.
• Its has found in Gujarat
• Full name “Anand Milk Producers Union LTD”
• Managed by GCMMF
• Amul has spurred the WHITE Revolution of India
• Amul has largest producer of milk and milk product
 Executive Summary
The main purpose of this Internship is to know the retailers feedback
about the Amul milk and finally to know whether the retailer in the
market will keep the Amul milk or not . This project will help to know
the market condition of Amul milk (Amul Gold & Amul Taaza) with
comparing it with other major brands of milk in the market . This project
begins with the retailer’s survey. This is the particular area given by the
company,in which survey has been done.
The main objectives of the projects are to know how retailer selects a
product on the basis of their profit margin , promotions and offer , support
from sales team and service provided by distributer . Understand the retailer
satisfaction towards keeping Amul milk and problem faced by retailers in
selling of Amul milk.
 In this survey , analysis is done on the basis of different
parameters i.e. Margin support  from sales team, Promotions
and offer ,service from distributer and satisfaction towards
keeping Amul milk. Next step in the project is carrying
different sales promotion activities like posted and banners
distribution to retailer’s & marginal offers to the retailers &
umbrella activity. a
After this,orders from the retailers of the same area are to
be taken so that Amul milk should be placed in the area
(Market Yard).samples of milk will be distributed in the
retail outlet which have been used by retailers and then
they can place order accordingly.
Objective

• To know awareness of people and retailer Amul products

• To know the preference of Amul milk and milk product with
comparison other competitive brands
• To know the factor which affects consumer buying behavior while
purchasing milk
• SWOT analysis of Amul
Field work

• The field work for research was conducted during 1 jan-15 jan 2019
• Nearly spread all over the Hadapsar , pune area total 135 shop are
covered which included all
• Dairy
• Hotel
• Retailer
• Home milk delivery man
• Tea stall …..
Survey

1 Defining the problem

2 Planning the survey
3 prepare questionnaire
4 Data collection
5 Evaluating the data
6 communicate results
Activity
• We arrange the activity for the customer for the awaring about
product of Amul as well as new product of amul
• i.e 2 ltr pouch in just 80 Rs
All early morninag 6 am will arrange stall with Ambralla of Amul pster
Etc and communication with the customer and give knowledge and
Information of Amul milk product
SWOT Analysis
• STRENGTH
• Brand name and Goodwill
• Indias major giant player in dairy products
• Wide product range
• WEAKNEES
• Lack of availability of stock at various location.
• Low profit margin to retailers.
• Lack of promotions
• OPPORTUNITIES
• Area can be targeted to cover Retailer look for convenience and
margin
• A great opportunity to cash the brand name once again by giving
good quality product

• THREAT
• Some customer are in the hand of retailer because the retailer enjoys
good profit margin from other competiors brand
Finding
• The sales of Amul product is average round the year.
• The full varieties of amul products are almost as per customers need
• Retailer want more margin from amul
• People were highly satisfied with product quality of amul
Learning
Team work
Problem solving skills
Time management
Communication skill
How to collect , research and analyze data
How to conduct survey
Gain valuable work experience
Gain confidance
Conclusion

• I concluded that Amul Milk has very good image and position in the
Market
• Has a very good brand name, and also good demand in Market
• Price of some amul product is high as compare to its competitor
• Margin is low compare to other compiteor
• Amul don’t give replacement offer to the retailer, so retailer are very
much dissatisfied
• Distribution channel is not good in some area
Refrance
• 1 WWW.amul.com
• 2 www.amuldairy.com