PREFACE

I am extremely happy to place before the esteemed teacher COMPANY

PROFILE OF AMUL. It is an attempt make by me to find out the leading
brands in Sagar City.
The Project Report has on objective to get the B.B.A. Studetns
familiar with real life buisness situations and gives an opportunity to the
students to understand the theoretical concepts of marketing and finance in
practical way.
The research starts with a short introduction of the company
followed by the line of the objective and research methodology.
Next Chapter Deals with the data analysis and interpretation that is
based on questionnaire. Then comes the limitation, suggestions conclusion of
the research report.
Students name : PRIYANKA RAJPUT
Class :BBA ITH SEM.

ACKNOWLEDGEMENT
I Wish to express my deep sense of gratitude to all who generously helped in
successful completion of the project work by sharing their valuable time and
knowledge.
I t thankfully acknowlege Mr. Manish Jain (HOD BBA Dept) GIMS Sagar for
giving me the opportunity to conduct and survey.
I Would like to express my sincere thanks to MR. MANISH JAIN
LecturerBBA Dept) and all other faculty members, GIMS sagar who directly and
indirectly rendered me all possible hlep and guidance for preparing the report.
Finally I would like to thanks my parents, my friends without whom

completion of my project report would not have been possible.

Students name : RAJU PATEL
Class :BBA IRD SEM.

CERTIFICATE
A PROJECT REPORT ON COMPANY PROFILE ON AMUL is prepared
by RAJU PATEL under The guidance of Miss MR. MANISH JAIN is a
satisfactory in respect to comments
Contents and presentation of the Subject Matter.
Language
Submission with in due date.

Signature of Supervisor

Signature of Examiner Signature of HOD

DECLARATION BY THE CANDIDATE

Date:
I declare that the project report titled COMPANY PROFILE ON AMUL is
my own work conducted under the supervision of MR. MANISH JAIN,
Gyanveer Institute of Management and Science Sagar. To the best of my
knowledge the report does not contain any work, which has been submitted for
the award of any degree, anywhere.

Students name : RAJU PATEL

Class :BBA IRD SEM.

TABLE OF CONTENTS
Preface
Acknowledgement
Certificate
Declaration by the Candidate
TOPIC NAME

PAGE
NO.

CHAPTER 1 INTRODUCTION
(A) COMPANY PROFILE
(B) HISTORY
(C) KEY PERSON
CHAPTER 2 OBJECTIVE
CHAPTER 3 RESEARCH METHODOLOGY
(A) TYPE OF RESEARCH
(B) SOURCE OF RESEARCH
CHAPTER 4 DATA ANALYSIS AND INTERPRETATION
CHAPTER 6 SWOT ANALYSIS
CHAPTER 7 LIMITATION
CHAPTER 8 SUGGESTION AND CONCLUSION
CHAPTER 9 BIBLIOGRAPHY
CHAPTER 11 QUESTIONNAIRE

INTRODUCTION
In the year 1946 the first Milk union was established. This union was started with 250 liters
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.
The brand name Amul means AMULYA. This word derived form the Sanskrit word

AMULYA which means PRICELESS. A quality control expert in Anand had suggested
the brand name AMUL. Amul products have been in use in millions of homes since 1946.
Amul Butter, Amul Milk Powder, Amul Ghee, Amulspray, Amul Cheese, Amul Chocolates,
Amul Shrikhand, Amul Ice cream, Nutramul, Amul Prolife Product, Amul Pro and Amulya
have made Amul a leading food brand in India. (The total sale is Rs. 2 billion in 2012). Today
Amul is a symbol of many things like of the high-quality products sold at reasonable prices,
of the genesis of a vast co-operative network, of the triumph of indigenous technology, of the
marketing savvy of a farmers' organization.
And have a proven model for dairy development (Generally known as ANAND
PATTERN).
In the early 40s, the main sources of earning for the farmers of Kaira district were farming
and selling of Milk. That time there was high demand for milk in Bombay. The main supplier
of the milk was Polson dairy limited, which was a privately owned company and
held monopoly over the supply of milk at Bombay from the Kaira district. This system leads
to exploitation of poor and illiterates farmers by the private traders. The traders used to
beside the prices of milk and the farmers were forced to accept it without uttering a single
word.

However, when the exploitation became intolerable, the farmers were frustrated. They
collectively appealed to Sardar Vallabhbhai Patel, who was a leading activist in the freedom
movement. Sardar Patel advised the farmers to sell the Milk on their own by establishing a
co- operative union, Instead of supplying Milk to private traders. Sardar Patel sent the farmers
to Shri Morarji Desai in order to gain his co-operation and help. Shri Desai held a meeting at
Samarkha village near Anand, on 4th January 1946. He advised the farmers to form a society

for collection ofthe Milk

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

However, the govt. did not seem to help farmers by any means. It gave the negative response
by turning down the demand for the milk. To respond to this action of govt., the farmers of
Kaira district went on a milk strike. For 15 whole days not a single drop of milk was sold to
the traders. As a result the Bombay milk scheme was severely affected. The milk
commissioner of Bombay then visited Anand to assess the situation. Having seemed the
condition, he decided to fulfill the farmers demand.

Thus their cooperative unions were forced at the village and district level to collect and sell
milk on a cooperative basis, without the intervention of Government. Mr. Verghese Kurien
showed main interest in establishing union who was supported by Shri Tribhuvandas Patel
who lead the farmers in forming the Cooperative unions at the village level. The Kaira district
milk producers union was thus established in ANAND and was registered formally on 14th
December 1946. Since farmers sold all the milk in Anand through a co-operative union, it was
commonly resolved to sell the milk under the brand name AMUL.

At the initial stage only 250 liters of milk was collected every day. But with the growing
awareness of the benefits of the cooperativeness, the collection of milk increased. Today

Amul collect 9.4 million liters of milk every day. Since milk was a perishable commodity it
becomes difficult to preserve milk for a longer period. Besides when the milk was to be
collected from the far places, there was a fear of spoiling of milk. To overcome this problem
the union thought out to develop the chilling unit at various junctions, which would collect
the milk and could chill it, so as to preserve it for a longer period. Thus, today Amul has more
than 150 chilling centers in various villages. Milk is collected from almost 1500 societies.

With the financial help from UNICEF, assistance from the govt. of New Zealand under the
Colombo plan, of Rs. 50 millions for factory to manufacture milk powder and butter was
planned. Dr.Rajendra Prasad, the president of India laid the foundation on November 15,
1954. Shri Pandit

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

Amul Secret Of Success:

The system succeeded mainly because it provides an assured market at remunerative prices
for producers' milk besides acting as a channel to market the production enhancement
package. What's more, it does not disturb the agro-system of the farmers. It also enables the
consumer an access to high quality milk and milk products. Contrary to the traditional
system, when the profit of the business was cornered by the middlemen, the system ensured
that the profit goes to the participants for their socio-economic upliftment and common good.
Looking back on the path traversed by Amul, the following features make it a pattern and
model for emulation elsewhere.
Amul has been able to:
Produce an appropriate blend of the policy makers farmers board of management and the
professionals: each group appreciating its rotes and limitations.

Bring at the command of the rural Milk producers the best of the technology and harness
its fruit for betterment.
Provide a support system to the Milk producers without disturbing their agro-economic
systems.
Plough back the profits, by prudent use of men, material and machines, in the rural
sector for thecommon good and betterment of the member producers.

Even though, growing with time and on scale, it has remained with the smallest
producer members. In that sense, Amul is an example par excellence, of an
intervention for rural change.

The Union looks after policy formulation, processing and marketing of Milk, provision of
technical inputs to enhance Milk yield of animals, the artificial insemination service,
veterinary care, better feeds and the like - all through the village societies. Basically the
union and cooperation of people brought Amul into fame i.e. AMUL (ANAND MILK
UNION LIMITED), a name which suggest THE TASTE OF INDIA.
Amul (Anand Milk union ltd.) is based on four hands, which are coordinated with each
other. The actual meaning of this symbol is co-ordination of four hands of different people
by whom this union is at the top position in Asia.
First hand is of farmers, without whom the organization would not have existed.
Second hand is of processors, who process the row material (Milk) into finished goods.
Third hand is of marketer, without whom the product would have not reached the
customers. Fourth hand is of customers, without whom the products would have not carried
on.

Internal Organization Structure:

The following is internal organisation chart of Amul:

Organization Structure Chart
Chairman

Managing Director

General Manager
Ass. General Manager

Finance
Dept.

Production
Dept.

Marketing
Dept.

Senior
Manag
er

Senior
Manager

Senior
Manager

Senior
Manager

S
Ma
na

Financ
Manag
er

Productio
Manager

Marketing
Manager

Sales
Manager

Pers
Ma
nag

Officer

Marketing
Executive

Officer

Supervisor

F.S.R.

Accountant

Officers

Sales & Purchase

Dept.

Salesmen

Personnel
Dept.

P.R.F.

Executive

Advertising by Amul:
Amul has two agencies that look after its entire range of products namely FCB Ulka and Da
cunha.
FCB Ulka looks after a broad range of products namely, Amul Lite Breadspread, Amul
Shrikhand, Amul Chocolates, Amul Paneer, Amul SnowCap Softy Mix Ice cream,
Amul/Sagar Ghee, Amul Infant Milk Formula 1 & 2, Sagar Tea and Coffee whitener,
Amul Spray Infant Milk Food, Amul Mithaee, Amul Gulab Jamun, Amulya Dairy
Whitener, Mithaimate Sweetened Condensed Milk, Amul Ice cream, Sagar Skimmed Milk
Powder and Amul Whole Milk Powder.
Da Cunha looks after the Amul butter. Da Cunha also prepares the very popular Amul butter
billboard campaigns, which we see at various locations. Over and above the Amul butter, Da
Cunha also looks after the Amul Cheese, Cheese spread, Gouda Cheese, Emmental Cheese,
Masti Dahi and Butter, Amul Slim-n-Trim, Amul Taaza and Amul Gold (all different brands
of Milk), Amul Fresh Cream, Amul Chocolate Milk, Amul Fresh Milk and Nutramul. FCB
Ulka also looks after the corporate campaign.

BOARD OF DIRECTOR
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R S Sodhi
MANAGING DIRECTOR

LIST OF PRODUCTS MARKETED

Breadspreads:
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Amul Butter
Amul Lite Low Fat Breadspread
Amul Cooking Butter

Cheese Range:

Amul Pasteurized Processed Cheddar Cheese

Amul Processed Cheese Spread
Amul Pizza (Mozarella) Cheese
Amul Shredded Pizza Cheese
Amul Emmental Cheese
Amul Gouda Cheese
Amul Malai Paneer (cottage cheese) Frozen and Tinned
Utterly Delicious Pizza

Mithaee Range (Ethnic sweets):

Amul Shrikhand (Mango, Saffron, Almond Pistachio, Cardamom)

Amul Amrakhand
Amul Mithaee Gulabjamuns
Amul Mithaee Gulabjamun Mix
Amul Mithaee Kulfi Mix

UHT Milk Range:

Amul Taaza 3% fat Milk

Amul Gold 4.5% fat Milk
Amul Slim-n-Trim 0% fat milk
Amul Chocolate Milk
Amul Fresh Cream
Amul Snowcap Softy Mix
Amul Taaza Double Toned Milk

Pure Ghee:

Amul Pure Ghee

Sagar Pure Ghee
Amul Cow Ghee
Infant Milk Range:
Amul Infant Milk Formula 1 (0-6 months)
Amul Infant Milk Formula 2 ( 6 months above)
Amulspray Infant Milk Food

Milk Powders:

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Amul Full Cream Milk Powder

Amulya Dairy Whitener
Sagar Skimmed Milk Powder
Sagar Tea and Coffee Whitener

Sweetened Condensed Milk:

Amul Mithaimate Sweetened Condensed Milk

Fresh Milk:

Amul Taaza Toned Milk 3% fat

Amul Gold Full Cream Milk 6% fat
Amul Shakti Standardised Milk 3% fat
Amul Smart Double Toned Milk 1.5% fat

Curd Products:

Amul Masti Dahi (fresh curd)

Amul Butter Milk
Amul Lassee

Amul Ice creams:

Royal Treat Range (Rajbhog, Cappuchino, Chocochips, Butterscotch, Tutti Frutti)

Nut-o-Mania Range (Kaju Drakshi, Kesar Pista, Roasted Almond, Kesar Carnival,
Badshahi Badam Kulfi, Shista Pista Kulfi)
Utsav Range (Anjir, Roasted Almond)
Chocolate & Confectionery

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17

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18

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19

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OBJECTIVE OF THE STUDY

(1)

To know about the consumer satisfaction

(2)

To Know about the Product detail of Amul India

(3)

To Know about the Swot Analysis of Amul India.

(4)

To Know about the company profile.

(5)

To study the consumer awareness and preference towards Amway

products

(6)

To analyse the level of satisfaction of consumer towards Amway

products
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RESEARCH METHODOLOGY
According to Green and Tall A research design is the specification of the
methods and procedures for acquiring the information needed. It is the overall
operational pattern or framework of the project that stipulates which
information is to be collected, from where it is to be collected and by what
procedures
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This research process based on primary data analysis and secondary data
analysis will be clearly defined to meet the objectives of the study.
I chose the primary sources to get the data. A questionnaire was designed
in accordance with our mentor in Amway . I chose a sample of about 45
corporate customers around the Sagar City from which I can get the
instant information of whose analysis will give me the desired outcome
of my research project.
I collected some data from the secondary sources like published
Company documents, internet etc.
Research Design
A research design is the arrangement of conditions for collections and analysis
of data in a manner that aims to combine relevance to the research purpose with
economy in procedures. It is a descriptive cross sectional design .It is the
conceptual structure with in which research is conducted; it constitutes the
blueprint for the collection, measurement and analysis of data.
It is needed because it facilitates the smooth sailing of the various research
operations, thereby making research as efficient as possible yielding maximal
information with minimal expenditure of effort, time and money.
In the preliminary stage, my research stage constituted of exploratory study
by which it is clear that the existence of the problem is obvious .So, I can
directly head for the conclusive research.
Sampling Plan
Sampling plan is a distinct phase of research process. In this stage I have to
determine who is to be sampled, how large should be the needed sample and
how sampling unit is to be selected.
Population

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In my research, I have defined my population as a complete set of customers of

Sagar City
Sample Survey
As compared to census study, a sample study has been conducted by us because
of:
Wide range of population, it was impossible to cover the whole
population
Time and money constraints.
Sample Unit
In this survey I took the list of customers from the dealers of Amway in Sagar
City.
Sampling Technique
Sampling technique implies the method of choosing the sample items, the two
methods of selecting sample are:
Probability method.
Non-probability method.
Probability method is those in which every item of the universe has an equal
chance of the inclusion in the sample. Non-probability methods are those that
do not provide every item in the universe with known cause of being included
in the sample. The selection process is partially subjective.
For my study, I employed the Non-probability sampling technique, in which I
got the data of the customers from the dealer of Amway

in Sagar City

Instrument of collection of data

I have used one set of questionnaire to collect data from the customers. This
questionnaire is structured and highly ordered. This includes both close ended
and open ended questions. The close ended questions included both
dichotomous and multiple choice questions.
Data analysis and interpretations

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Large volumes of raw data were collected through questionnaires in my

research study. This raw data has been further converted into significant
statistical information before further interpretation so that I can answer my
research objective well.
The collected raw data was then edited and coded by the researchers to
eliminate errors and to assign data to pertinent categories. The data was then
tabulated and presented with the help of bar diagrams and pie charts.

DATA ANALYSIS AND INTERPRETATION

Products Purchased Daily

PRODUCT

NO. OF RESPONDENT

PERCENTAGE%

MILK

35

70%
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BUTTER MILK

10

20%

GHEE

6%

SWEETS

4%

OTHER

INTERPRETATION:
According to my convenience method in Jaipur I selected 50 consumers of dairy
product, in this I found that nearly about 70% customers use milk, 20% customers use butter
milk, 6% customers use ghee, 4% customers use sweets ETC..

Purpose of purchase of a product

No. of Res.
SELF USE

32
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SELLING PURPOSE

11

MAKE A NEW PRODUCT

INTERPRETATION:
From the above data collected graph it can be interpreted that 32% customers
purchase products for self use, 11% customers purchase for selling purpose and 7%
customers purchase for making a new product.

Place of Purchase

Amul dairy

No. of Res.

PERCENTAGE%

12

24%

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Dealer

12%

Retailer

32

64%

INTERPRETATION:
From the above data I conclude that nearly about 12% customers purchase the
products from dairy, 6% customers purchase from dealer and 32% customers purchase from
retailer.

Dairy Product at Expected time or No

Yes

NO. OF RESPONDENT

PERCENTAGE%

43

87%

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No

07

13%

INTERPRETATION:
From the above graph I conclude that nearly about 43% customers get the products
within expected time, So they customers do not face the shortage problem of the product.

Dairy Product in desired Quantity Yes or No

No. of Res.

% of Res.

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Yes

45

95%

No

05

5%

INTERPRETATION:
From the above data we can interpret that 95% customers get the product in desired
quantity so customers are satisfied with their own demand of dairy products.

Satisfied with the packing of Dairy Products or No

No. of Res.

% of Res.

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Yes

40

60%

No

10

40%

INTERPRETATION:
From above graph we can interpret that customers are not much satisfied with the
packing of the product due to lack of good packaging material customers face the problems
such as leakage and spoiling of the dairy product.

Opinion about the Quality of Dairy Product

No. of Res.

30

% of Res.

GIMS

Satisfied

35

75%

Medium

14

24%

Dissatified

01

1%

INTERPRETATION:
From the above graph about 75% of respondents opined that the quality of dairy
products is satisfied, 24% of respondent said that the quality of dairy products is medium
and 1% of respondent are somewhat dissatisfied.

Which brand cheese do you use?

Which brand butter do you use?
Which brand ghee do you use?
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Products
Butter
Ghee
Cheese

Brands

Lebon
1%
2%
5%

Amul
45%
38%
42%

Britania
2%
8%
3%

Handmade
2%
12%
0%

Interpretation:- According to this analysis,

On the basis of Butter 1% persons like Lebon, 45% like Amul, 2% like Britania and 2%
persons like handmade butter.
On the basis of Ghee 2% persons like Lebon, 38% like amul, 8% like Britania, and 12% like
housemade ghee.
On the basis of Cheese 5% like Lebon, 42% like Amul, 3% like Britania.

Satisfied with the weight/Quantity of Amul dairy Products

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No. of Res.

% of Res.

Yes

44

94%

No

06

6%

INTERPRETATION:
From the above graph we can say that nearly about 94% customers are satisfied with
the weight/quantity of dairy products.. Dairy should continue with the same quantity as well
as quality.

Purchase place from your house

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No. of Res.

% of Res.

Near

45

95%

Far away

05

5%

INTERPRETATION:
From the above graph we can interpret that the customers get the products easily, for
purchase of the product nearly about 95% customers get the products nearby their house. It
means dairy have enough retailers.

SWOT ANALYSIS
STRENGTHS:

1. Demand profile:
2. Absolutely optimistic.
3. Margins:
4. Quite reasonable.
5. Flexibility of product mix:
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6. Tremendous. With balancing equipment, you can keep on adding toyour product
line.
7. Availability of raw material:
8. Abundant. Presently, more than 80 per cent of chocolate producedis flowing into the
unorganized sector, which requires proper channelization.
9. Technical manpower:
10. Professionally-trained, technical human resource pool, built over last 30years.
WEAKNESSES:

Perishability:
Pasteurization has overcome this weakness partially. Which gives chocolate longlife.
Surely, many new processes will follow to improve chocolate quality and extend its
shelf life.
Lack of control over yield:
Theoretically, there is little control over chocolate yield. However,increased
awareness of developments like embryo transplant, artificial insemination and
properlymanaged animal husbandry practices, coupled with higher income to rural
milk producers shouldautomatically lead to improvement in chocolate.
Logistics of procurement:
Woes of bad roads and inadequate transportation facility make
milk procurement problematic. But with the overall economic improvement in India,
these problemswould also get solved.
Problematic distribution:
Yes, all is not well with distribution. But then if ice creams can besold virtually at
every nook and corner, why cant we sell other dairy products too? Moreover, it
isonly a matter of time before we see the emergence of a cold chain linking the
producer to therefrigerator at the consumers home!
Competition:
With so many newcomers entering this industry, competition is becoming
tougher day by day. But then competition has to be faced as a ground reality. The
market is large enoughfor many to carve out their niche.
OPPORTUNITIES:
Value addition:
There is a phenomenal scope for innovations in product development, packagingand
presentation. Given below are potential areas of value addition:Steps should be taken
to introduce value-added products like
shrikhand
, ice creams,
paneer, khoa
,flavored milk, dairy sweets, chocolates etc. This will lead to a greater presence and
flexibility inthe market place along with opportunities in the field of brand
building.Addition of cultured products like yoghurt and cheese lend further strength both in terms of utilization of resources and presence in the market place.A lateral
view opens up opportunities in milk proteins through casein, caseinates and other
dietary proteins, further opening up export opportunities.Yet another aspect can be
the addition of infant foods, geriatric foods and nutritional.
Export potential:
Efforts to exploit export potential are already on. Amul is exporting toBangladesh,
Sri Lanka, Nigeria, and the Middle East. Following the new treaty, opportunities
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willincrease tremendously for the export of agricultural products in general and dairy
products in particular.
THREATS:Milk vendors, the un-organized sector:
Today chocolate vendors are occupying the pride of place in the industry. Organized
dissemination of information about the harmthat they are doing to producers and
consumers should see a steady decline in their importanc

FINDING AND SUGGESTIONS

After the completion of this research survey I found some problems which are helpful to
make some necessary decision which are beneficial for the dairy.

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 Generally, I found that most of the customers used milk as a primary product.
Most of the customer use dairy product for self use only.
Mainly customer purchases the product from the retailer.
Customers are satisfied as they get the product within the expected time and in
desired quantity.
Mainly the customers are facing problem with packaging of the product from my
survey I found out that out of 50 nearly 5 customers were complaining about the
packaging of the product.

Customers are somewhat satisfied with the quality of dairy product. But nearby
25% customers complain of bad quality of dairy product and especially of milk.

Customers are satisfied with the weight as well as quantity of dairy product.
Many retailers are available so customers do not face any problem and get the
dairy products easily.

I found that the behavior of dealer is good because 43 customers satisfied with
their behavior.

CONCLUSION

AMUL will be an outstanding marketing organization, with specialization in

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marketing of food and dairy products, both fresh and long life with customer focus and
information technology integration.

The network would consist of over 100 offices, 7500 stockists covering at least every taluka
head quarter town, servicing nearly 10 lakh outlets with a turnover of Rs.10,000 Crore, and
serving several co-operatives.

AMUL shall also create a market for its products in the neighboring countries.

BIBLIOGRAPHY
Web Sites
Research From Company Web Site:
www.amul.com
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www.yahoo.com
www. google.com
Books
Marketing Management
Research Methodology
Marketing Research

- Philip Kotler
- C.R. Kothari
- Boyd

Company Literature
Printed Literature obtained from Amul India.
AMUL Brochures
Magazines
Business Today
Business World
Economic India
Newspapers
Economic Times
Business Standards
Financial Express

ANNEXURE
1).For whom do you purchases a product.

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A. Self Use
( )
B. Selling Purpose
( )
C. For make a other Product ( )
2).From where do you Purchases a product?
A. Amul Dairy ( )

B. Dealer ( )

C. Retailer( )

3).Do you get the Dairy Product at Expected time?

A. Yes( )

B. No ( )

4).Do you get the Dairy Product in desired Quantity?

A. Yes ( )

B. No ( )

5). Which brand cheese do you use?

A. Lebon ( )

B. Amul ( )

C.Britannia ( )

D. Other ( )

6). Which brand butter do you use?

A. Amul ( ) B. Parag ( ) C. Mother dairy ( ) D. Britannia. ( ) E. Home Made ( )
7). Which brand ghee do you use?
A. Amul pure ghee ( ) B. Anik ( ) C. Everyday ( ) D. Mother dairy ( )
E. Parag ( ) F.Other, specify
8).Are you satisfied with the packing of Dairy Products?
A. Yes ( )

B. No ( )

9).Any Suggestion regarding Packing:_______________________________________________________________

10). Please give the opinion according to Quality of Dairy Product
A. Satisfied ( )

B. Medium ( )

40

C. Dissatisfied ( )

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