1

A STUDY ON

INTEGRATED PROJECT WORK ASSIGNMENT MADE BY

MUKUL 1702570005
MANU T M 1702570008
PRABHAT S. THAKUR 1702570013
(2018 -2019)

UNDER THE GUIDANCE OF

TEACHERS NAMES COURSE SIGN

DR RICHA NANGIA BECG

DR AVJEET KAUR CONSUMER BEHAVIOUR

DR RUCHIKA YADAV STRESS MGT
MR AMIT KUMAR CID
MS VIBHA TIWARI ENTRPRENURSHIP
DR ANSHIKA PRAKASH ADVERTISING AND BRAND MGT
MS KIRTI SHARMA MIS
PROF.LAVESH MISHRA SALES AND DISTRIBUTION MGT
DR RICHA ARORA CUSTOMER RELATIONSHIP
MANAGEMENT
DR R.K.PANDEY DIGITAL MARKETING

SUBMITTED TO

K.R. Mangalam University

(School of Management & Commerce)Sohna Road, Gurgaon

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DECLARATION

We hereby declare that the integrated Project work on AMUL is our original work and not been published or
submitted for any degree, diploma, or other similar titles elsewhere.

This project undertaken for the partial fulfillment of Post Gradation in Management IN

KR MANGALAM UNIVERSITY

It is an original work carried out by us under the guidance of all respected guides, faculty member mention
above and other sources have properly acknowledged

MUKUL 1702570005
MANU T M 1702570008
PRABHAT S. THAKUR 1702570013
3

PREFACE

This project report attempts to bring under one cover the entire hard work and dedication put in by us in the
completion of the project work on AMUL.

The study is on different topics and analysis, which help us to increase our analytical skill and knowledge. We
are very pleased to say that for us it is a useful experience we have expressed our experiences in our own simple
way.

We hope who goes through it will find it interesting and worth reading. All constructive feedback is cordially
invited.

MUKUL 1702570005
MANU T M 1702570008
PRABHAT S. THAKUR 1702570013
4

ACKNOWLEDGEMENT
It is really a matter of pleasure for us to get an opportunity to thank all the persons who contributed directly or
indirectly for the successful completion of our project report, “STUDY ON AMUL

”We wish to express our gratitude to the all faculty teacher and staffs for giving me an opportunity to be a part
of their esteem organization and enhance our knowledge by granting permission to do an integrated Project.
They provided us with their assistance and support whenever needed, which has been instrumental in
completion of this project.

We are thanking full to them, for their support and encouragement throughout the tenure of the project. In
addition, we are thank full to our faculty guide

DR RICHA NANGIA

DR RICHA NANGIA

DR AVJEET KAUR

DR RUCHIKA YADAV—

MR AMIT KUMAR

MS VIBHA TIWARI –

DR ANSHIKA PRAKASH

MS KIRTI SHARMA –

PROF.LAVESH MISHRA

DR RICHA ARORA

From KR MANGALAM UNIVERSITY, SOHNA, for being a source of support during this project making.
Last but not the least we are grateful to all the friends and family who support us during this period.
5

CONTENT

PARTICULARS PAGE NO.

1. Introduction 1-9

2. History 10-13
3. Corporate Social Responsibility 14--29
Corporate Social Responsibility Amul Initiatives
30-36
Corporate Governance
4. Customer Relation Management 37-48
Customer Relation Management In Amul
49-50
Amul Social Media Relationship
5. Entrepreneurship 51
Reasons for Amul Established
51-54
Nature And Type Of Products
Monthly Production Target 56
Production Planning And Scheduling 57
Place Layout
58-67
Method Used For Inventory Control

6. Advertising
Objectives
68-70
Importance
Purpose 71-73
Types 74-76
Uses
77-82
Advantage And Disadvantage
83-108
7. Stress Management 109
Types
109
Stress In An Organization
Why Stress Management Is Important 110-111
How To Improve Stress Management 111-112
Skills
112
Practices
Measures 112-115

8. Contemporary Issue Discussion 115-119

How To Maintain Product Quality
120-121
Reasons Behind There Product Lacking Market
Digit Trends 121-123
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9. MANAGEMENT INFORMATION SYSTEM

Management Information System In Amul
124
Objectives Of The Study
Types Of Information 125
Future Problems Of Amul 125-129
Future Mission
129-131
Role Of MIS In Future Strategic Planning
Role Of MIS In Managerial Control 131-133
Role Of MIS In Operational Control In Amul 133-134
Examine Current Status Of Companies Internal Information System
Examine Current Status Of Companies External Information System 134-136

10. SALE AND DISTRIBUTION MANAGEMENT

137
Meaning
The 7P’s 137-139
Marketing Mix Of Amul 139
Product Strategy
140-142
Price Strategy
Place Strategy 143-146
Promotion Strategy 147-156

11.DIGITAL MARKETING
E COMMMERCE
SEO
PLACEMENT
MARKETING STRATEGY

11. CONSUMER BEHAVIOUR

157-159
Introduction
Consumer Behaviour In Amul 160-161
Objectives Of Consumer Behaviour Analysis
Amul 5Stages Of Consumer Decision Making Process 161
Scope Of Consumer Behaviour 162-163
Scope Of Amul
163
Future Expansion Of Amul
Objective Of The Study 164-165
165-167
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INTRODUCTION

 Amul is an Indian dairy cooperative, placed at Anand in the state of Gujarat, India. It Formed in 1946,
The Dr. VergheseKurien, founder-of company amul and this brand is control by cooperative body,
Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF), is India's largest food product
marketing organization with annual turnover (2017-18) US$ 4.5 billion.

 Its daily milk procurement is approx 18 million lit per day from 18,554 village milk cooperative
societies, 18 member unions covering 33 districts, and 3.6 million milk producer members.
 In Gujrat Apex organization of the 17 milk cooperatives, is known as 'AMUL',which is a targrt to give
a good remunerative return to the agriculturist as money and also give the interest of consumers by
giving better products which is Gujarat Cooperative Milk Marketing Federation (GCMMF).
 The markets Amul brand of milk and dairy products has reach to the position of 15 from all of the top
dairy company of the world as per the current observe by the International Farm Comparison Network
(IFCN), a estabilished, global dairy knowledge organisation.
 It operates through 56 Sales Offices and has a dealer network of 10000 dealers and 10 lakh retailers,
one of the largest such networks in India.

 Amul formed India's White Revolution, It made the country the world's largest suppliers of milk and
milk products. In the process Amul became the biggest food brand in India and has ventured into
markets overseas.

 R S Sodhi, present managing director of GCMMF said that the federation target to achieve turnover of
Rs 22,000 crore,in.the.financial.year.2017-18.
8

 Amul had achieved the position of 20 in the EDABAD: Gujarat Cooperative Milk Marketing
Federation (GCMMF), The products under the 'Amul' brand, have attain a yield of Rs 20,733 crore
in fy15 and is now aiming a Rs 50,000-crore turnover in the next 5 years.
 The cooperative giant has record its highest ever progress of 51 per cent in the last two years, Gujarat
Cooperative Milk Marketing Federation,told,in,a,statement.The yeild grow from Rs 8,005 crore to Rs
20,733 crore during the last 5 years, It shows a accumulate average grew from rate of (CAGR) of 21
percent.

 GCMMF - An Overview
Year of Establishment 1973
Members 18 District Cooperative Milk Producers' Unions
No. of Producer Members 3.6 Million
No. of Village Societies 18,554
Total Milk handling capacity per day 32 Million litres per day
Milk Collection (Total - 2017-18) 7.7 billion litres
Milk collection (Daily Average 2017-18) 20.4 million litres
Cattlefeed manufacturing Capacity 9200 Mts. per day
Sales Turnover -(2017-18) Rs. 29225 Crores (US $ 4.5 Billion)
 History

1946

Amul co-operative started on 1 December 1946 as a response to the exploitation of marginal milk suppliers
by traders or agents of the only exist dairy, the Polson dairy, in the small scale city distances to deliver
milk, which often goes sour in summer, to Polson. It’s prices of milk were arbitrarily determined.
Moreover, the polson has givensingular right by government to recieve milk from mikka and give it to
Bombay city.

 Irritate by the unfair trade practices, the agriculturist of Kaira came to Sardar Vallabhbhai Patel under
the leadership of local farmer leader Tribhuvandas K. Patel. He guide them to organized
a cooperative and give milk directly to the Bombay Milk Scheme instead of Polson (They also did the
same but give them at low prices). He convey Morarji Desai to form the agriculturist. In 1946, the milk
agriculturist of the area goes on a war which led to the establishment of the cooperative to collect and
process milk. Milk collection was dissolution , as most suppliers were marginal agriculturist who could
collect, at most,of 1–2 litres of milk per day. Cooperatives were organized for each village, too. The
cooperative was further grow and managed by H.M. Dalaya. and Dr.VergheseKurien .

 The Co-operative Milk Producers' Union Ltd of kaira district. was establish on December 1, 1946 as a
response to the exploitation of marginal milk supplierss by traders or agents of the only existing dairy,
the Polson (brand) dairy, in the small town of Anand (in KairaDistrict of Gujarat). Milk Producers had
to travel long way to deliver milk, which often goes sour in summer, to Polson. The rate of buffalo and
cow milk were arbitrarily determined. Moreover, the government at that time have choosen as singular
rights to Polson to collect milk from Anand and give it to Bombay city.
 Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's biggest food products
marketing organisation.This is a state level apex body of milk cooperatives in Gujarat this target to
give remunerative returns to the farmers and also give the interest of consumers by givind good
products which are good value for money Amul (Anand Milk-producers Union Limited), formed in
1946, is a dairy cooperative movement in India. Brand name Amul, sourced from the Sanskrit word
Amoolya, means priceless. It was advice by a quality control expert in Anand. The brand name control
by an apex cooperative organisation, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF),
which present have approx some 2.41 million milk producers in Gujarat, India.It is based in Anand

9
 town of Gujarat and has been a sterling example of a co-operative organization's success in the long
term.
 1955

In this year the brand name of amul is changed to as GCMMF which is in kaira district.

 1960s

IN 60s, India was newly independent and struggling to find out its socialist self, milk supplyies was at a
low, so the government launch Operation Flood—a scheme organized between 1971 and 1996 to (one
presumes) flood the country with dairy products by forming rural agriculturist’ cooperatives and attach them
to urban consumers in a aim of getting-a massive milky grid. It was the 1st step of the White Revolution,
paying to the color of the substance with we were all to be flooded .

 1964

In 1964 Influence with the success of the dairy cooperative, PM Lal Bahadur Shastri, during his visit to
Anand in 1964, said to Dr. Kurien to copy the Anand pattern of cooperative dairying at Amul, all over India.
Thus, the National Dairy Development Board (NDDB)was organized and the programme, Operation
Flood started.
 1973 ‘ . .

In 1973 The (T. K. Patel, Kurien and Dalaya's) gain at the cooperative's dairy soon open out to
Anand'sneighbourhood in Gujarat. Within a short time, 5 unions in other districts – Mehsana, Banaskantha,
Baroda, Sabarkantha and Surat – were placed up. To join the forces and expand the market while secure
the advertising and avoid competing against each other, the GCMMF, an apex marketing body of these
district cooperatives, was formed in 1973. .

1987
IN 1987 the Best productivity awarded by national productivity council for the year 1985 -86 awarded to
amul

 1988

In 1988 the Best productivity awarded for the second successive yaer 1986-87 by president of india

 1993 ‘’ica” memento is presented to the amul for their self sustaing co perative worldwide

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 1999

In 1999, it was given an prize of the "Best of all" Rajiv Gandhi National Quality Award. As the success,
Dr. Madan Mohan Kashyap (faculty Agricultural and Engineering Department, Punjab Agricultural
University Ludhiana), Dr. Bondurant (visiting faculty) and DrFeryll (former student of
DrVergheseKurien), visited the Amul factory in Gujarat as a research team headed by Dr.
Bheemsen&Shivdayal Pathak (ex-director of the Sardar Patel Renewable Energy Research Institute) in the
1960s. The milk pasteurization system at the Research Centre of Punjab Agricultural University (PAU)
Ludhiana was then organized under the leadership of Kashyap. The technological developments in Gujarat
have subsequently reached to other parts of India.

 2003

In 2003 The GCMMF has came up as the top score in the service category of national quality award .

 2006-07

In 2006-07 The Gcmmf has won the award for excellent performance award for excellent performance in
export in dairy product .

 2008

In 2008 theAmul pro biotic ice cream get no 1 award at warld dairy summit .

 2011-12

In 2011-12 ET co operative citizen award of the year 2010-11 to gcmmf.

 2013

In 2013 the Gcmmf won the{ SAPACE} award for sapa award for customer ezcellent 2013 under the
category of bet run award in finance.

 2014-15:

In November 2015, KM Jhala was selected as the chief operating officer. In past Jhala was .the.chairman of
the co.With the yield of Rs 18,733 crore for 2013-14, the cooperative achiever has set its highest ever
acheivement of 51 per cent in yeild in the last two years, Gujarat Cooperative Milk Marketing Federation
told in a statement.

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 2017-18

Gujarat Co-operative Milk Marketing Federation Ltd, which markets the Amul brand of milk
and dairy products, reported an 8% increase in turnover at Rs 29,220 crore for the financial year ended
March 31, 2018. Its branded consumer products registered growth of 14% over the previous year, with
products such as cheese, butter, milk beverages, paneer, cream, buttermilk and dahi having expanded 20-
40%. The group turnover of Amul brand has crossed Rs 41,000 crores which is 10% higher than last year.

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 Corporate social responsibility (CSR)

Corporate social responsibility (CSR) has been defined as the commitment of business to contribute to
sustainable economic development working with employees, their families, the local community, and society at
large to improve their quality of life, in ways that are both good for business and good for development.
To meet with the CSR it is expected that a business in its entire procurement-production-processing-marketing
chain should focus on human development involving the producer, the worker, the supplier, the consumer, the
civil society, and the environment.
Indeed, a very tough task. Most businesses would certainly flounder in not being able to achieve at least one or
many of those expectations
CSR-sensitive Organisational Structure
AMUL is a three tier co-operative organisation. The first tier is the co-operative society at the village,of which;
milk producers are voluntary members, managing the co-operative through a democratically elected 9-member
managing committee, and doing business by purchasing milk from members and selling it to the district level
co-operative. There are more than 11,000 co-operatives in villages of Gujarat.
 The entire three-tier structure with the GCMMF at its apex, is a unique institution because it
encompasses the entire chain from production of raw material to reaching the consumer with the end
product.
 Every function involves human intervention: 23.60 lakh primary milk producers; 35,000 rural workmen
in more than 11,400 village societies; 12,000 workers in 15 dairy pla-nts; 750 marketing professionals;
10,500 salesmen in distribution network and 600,000 sal-esmen in retail network.
 Accu-mulation of human capital is sine qua non for the development and growth of any enterprise or
economy. The GCMMF is sensitive towards CSR.
 It believes that technology and capital are replicable inputs but not the human capital. Since men are the
basis for achieving the CSR, the GCMMF lays emp-hasis on their development into competent,
courteous, credible, reliable, responsive communicators and performers.
CSR-sensitive Business Philosophy
The first step towards discharging the CSR is the business philosophy of the GCMMF. It is two-fold: one, to
serve the interests of milk producers and second, to provide quality products to consumers as value for money.

 Evolution of an organisational system has ensured that the corporate social responsibility towards the
primary milk producers, village and the ecological balance is fulfilled. The milk producers are paid for

13
 their milk in accordance with market forces and realisation of value for their produce. Invariably the
price paid to the member-producers in Gujarat is higher by 15 per cent than the national average.
CSR-orientation To Distributors & Retailers

 The GCMMF has identified the distributors and retailers are its important link in its vendor supply
chain. Through surveys the GCMMF found that 90% of the distributors do not get any opportunity of
exposure to latest management practices.
 The GCMMF realised that it was a corporate social responsibility to strengthen the core business
processes of its distributors so as to keep them in mainstream business and compete with those with
formal training in management.
 The GCMMF has developed and trained all its distributors through Value-Mission-Strategy Workshops,
competence building, Amul Yatra, Amul Quality Circle meetings, computerisation, and electronic
commerce activities.
 Nurturing its primary members - the milk producers - is the first mission of the GCMMF. Discharge of
this responsibility is reflected in the manner in which the GCMMF conducts its business and shares its
earnings.
 The milk from the village co-operatives is purchased at an interim price. So as to maximise the earnings
of the milk producers the GCMMF changes the product profile during the fiscal and directs its sales and
marketing activities towards those products that would bring in maximum returns.
 True! Every business organisation follows the same principle. But the GCMMF follows it with the
central interest of the producers. During the fiscal, as the GCMMF finds that from its earnings it is
possible to pay more to the producers for milk, the final price is declared higher than the interim price
being paid.
CSR-oriented To Staff
The GCMMF hires and trains people to take advantage over its competitors. It has developed in-house modules
for training and competence buil-ding to improve and up grade of their knowledge; communication skills to
understand the customer, be responsive to customer requirements, and communicate clearly for trouble shooting
of problems

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CSR HELPS AMUL

Good relationship with local community eases business activities.

This type of engagement with stakeholders creates buyer awareness and loyalty.

Gets the company, positive press coverage

Business innovation: Development of new technologies, materials processes that reduce water,
energy usage or harmful materials.
Builds goodwill of the company.
Various CSR activities conducted with the help of employees helps in
building their morale and creates a positive environment.
To give back to the society.

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 SOME OF (Corporate Social Responsibility) AMUL INITIATIVES

Amul Relief Trust in the earthquake affected Ratadia Village in Mundra Taluka of Gujarat.
{2008}
TREE PLANTATION{2009}
TRIBHOVANDAS FOUNDATION{2010}
SGSY{2011}
DAIRY DEMONSTRATION FARM{2012}
AMUL SCHOLAR{2013}
BLOOD DONATION{2014}
RURAL SANITATION CAMPAIGN{2017}
OTHER ACTIVITY {2017-18}

 Amul Relief Trust in the earthquake affected Ratadia Village in Mundra Taluka of Gujarat.
{2008}

A devastating earthquake (Richter scale – 7.9) hit Gujarat on 26th January 2001. The epicenter of the quake was
located in Kutch district. It caused death of thousands of people, tens of thousands were injured, hundreds of
thousands were rendered homeless and damage of billions of Rupees was done.
GCMMF formed a specific organization named “Amul Relief Trust” (ART) under the
Chairmanship of Dr. V. Kurien in 2001 with a donation of Rs. 50 Millions for reconstruction of the school
buildings damaged in the 2001 earthquake in the Kutch area.
The Trust reconstructed 6 schools damaged by the above earthquake at a cost of Rs. 41.1
millions in Kutch area. Four of these schools started re-functioning from the last two academic sessions and the
other two schools from the current session.

1. A school reconstructed by Amul Relief Trust in the earthquake affected Ratadia Village in Mundra Taluka
of Gujarat.
2. A school reconstructed by Amul Relief Trust in the earthquake affected Nana Asalia Village in Mundra
Taluka of Gujarat
3. A school reconstructed by Amul Relief Trust in the earthquake affected Devpar Village in Mandvi Taluka
of Gujarat.

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4. A school reconstructed by Amul Relief Trust in the earthquake affected Toda Village in Mundra Taluka of
Gujarat.
5. A school reconstructed by Amul Relief Trust in the earthquake affected Kathada Village in Mandvi Taluka
of Gujarat.
6. A school reconstructed by Amul Relief Trust in the earthquake affected Kathada Village in Mandvi Taluka
of Gujarat.

2 Quality Management System Programme

The initiation of Total Quality Management (TQM) way back in 1994 was to work with the well known quality
management initiatives which have proven to be effective elsewhere to create a culture of transparency,
openness and leadership in the organization.

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 Realizing that with emerging competition, doing business would become more exciting yet extremely
competitive which would require at time not only a whole set of new skills and competencies but quick
adaptability to change without much stress or turbulence.

 As a very unique measure Amul extended all the TQM initiatives to its business partners whether it was
the farmer producer in the village or a wholesale distributor in a metro town or its most sophisticated
production unitFrom the strength of Total Quality Management initiative Amul went on to implement
Quality Management System of International Standard.

 Amul has been the first dairy in India to get accredited with certification of ISO 2200:2005 & ISO 9001
for its operations and plants. Further Amul has set an example that village Dairy Co-operative Societies
could also achieve this milestone as these societies are accredited with ISO 9001:2000 – a remarkable
achievement in the history of IndiaThe plants are also periodically audited for Hygiene and Quality
Management Systems by various agencies like Export Inspection Agency (EIA), Armed Forces, various
Indian Statutory Bodies, International statutory Bodies and Quality Management Agencies

 Amul Dairy has been recipient of countless awards for its outstanding efforts in processing and
providing quality products to consumers thereby enhanced income in to the hands of dairy farmers.

 Some of these awards are the Best Productivity Performance Awards for three consecutive years from
1985 and Sustained productivity Performance Award in 1988-89 from National Productivity Council,
Government of India, Indian Merchants’ Chamber Award - for Outstanding Performance in the field of
R&D of Food Processing Industries Based on Agricultural Products -1988, again Best Productivity
Performance Awards 1994-99 from National productivity Council,

 G. D. Birla International Award - Outstanding Contribution to Rural Upliftment , Sahkari Vikas Ratna
Award – awarded on the occasion of Indian Co-operative Centenary Celebration for the outstanding
contributions in the field of Dairy Co-operative movement in Asia – 2005, National Energy
Conservation Award – 2009 from Ministry of Power, Government of India.

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 TREE PLANTATION{2009}
AMUL took an oath on 15th August, 2007, after the flag hoisting ceremony, to plant a sapling and ensure
that it grew into a treeFarmers have also created nurseries to produce saplings and almost 45 such nurseries
have been created as of date.

Whole dairy cooperative farmers of Gujarat under GCMMF have so far planted 312 lakh saplings.
Considering 47% survivability (based on post plantation survey data), when the saplings fully grow up,

Year No. of saplings No. of saplings survived Survival Percentage

planted (*in lacs) (*in lacs)

2008-09 18.9 11 58

2010-11 52.75 26 49

2012-13 84.24 38 45

2014-15 83.5 39 47

2016-17 72.6 34 47

would provide additional 1,39,735 ha. of green cover which is additional 6.41% forest cover for Gujarat

It has been estimated that when one tree is cut, in monetary terms there is loss or Rs.33 lakhs (Oxygen
worth of Rs.5.3 lakhs, Land Fertility of Rs.6.4 lakhs, Rs.10.5 lakh for reduction of pollution of atmosphere
and Rs.5.3 lakh towards Flowers/Fruits and habitation to birds - animals). But the benefits that accrue to
mankind when a tree is planted cannot be measured in money and is A SAPLING, OFTEN, RESULTS IN
A TREE.

A CRORE SAPLINGS, HOWEVER, RESULT IN

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GLOBAL RECOGNITION’. "Amul Green" movement wins the International Dairy Federation's award for
the best environment initiative in the "sustainability category" during the 4th Global Dairy Conference held at
Salzburg Congress Centre, Austria on 28th April, 2015priceless.”

FOOD SAFETY POLICY

 We at AMUL, are committed to produce safe and wholesome food to continually remain as the market
leader by providing food products delighting customer expectations and bestow safety.
 We strive to achieve this by, Improving raw milk quality, Applying innovative technology for
manufacturing food products,
 Employing quality and food safety management practices to, manufacture food products in a eco-
friendly environment, Meeting applicable statutory and regulatory requirements,
 Effectively communicate and constantly improve professional skills of employees emphasizing
continuous improvement of quality and food safety issues.
 Amul has implemented the Quality Management System of international standard to offer ‘invaluable’
products to national and international customers. Its plants are certified for ISO 22000:2005 for
excellence in food safety management system.

ISO Accreditation of Primary Dairy Co-operative Societies

Amul’s primary village cooperative societies are the first ‘grass root level’ organizations in the rural sector to
achieve ISO 9001 : 2000 certification in India, perhaps in the world.

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  This has been possible because of Amul’s continued commitment to offer consumers excellent products
from the house of Amul
 The focus on health and hygiene, housekeeping, village chilling units, management of village co-
operative societies, rapid transportation of raw milk to dairy plant, accelerated milk handling at the dairy
reception dock has retained the freshness of milk being received at dairy plant.
 To sustain and rebuild on this effort, training programmes are organised for all the stakeholder groups
involved in the ‘milk procurement chain’, namely, milk producers, village society personnel and dairy
plant personnel. Laboratories are equipped with state of the art equipments and well trained
professionals.

TRIBHOVANDAS FOUNDATION{2010}

Tribhuvandas Foundation is an Integrated Rural Health & Development Programme of Amul. Inspired
by the great success of round the clock health care services to the livestock of dairy farmers of Kaira, Shri
Tribhuvandas Patel, the Founder Chairman of Amul felt the need of such a service to the rural populace too as
he could learn and experience the afflictions brought to them by absence of medical services in rural villages of
Kaira.

 He donated the prize money of his Ramon Magsaysay Award and the fund he received from kaira
farmers on his retirement, for his service to them, to set up this Foundation. Dr V. Kurien also played
an active role in this set up. It registered as a Charitable Trust under the Public Trust Act 1950, on
July 1975.
 The Foundation derives its uniqueness from the fact that it is a need-based programme for villagers and
is run by the villagers themselves. It fulfills the basic health care needs of the villages.

 Apart from providing primary treatment for various common ailments, the Foundation is also actively
involved in promoting preventive health practices. It is headquartered at Anand with sub-centers spread
over the district Anand and Kheda.

 The Foundation has a dedicated Team of Medical Officers, Nurses, Administrative staff, Dais
(Traditional Birth Attendants) and Village Health Workers to provide the following services:\
 Treatment of common ailments; Immunization through vaccination – BCG, Triple Vaccine, Polio,
Measles, Tetanus, Anti rabies at subsidised rate; Treatment of tuberculosis and anaemia ;
Antenatal,postnatal care, neonatal and infant care ; Nutritional rehabilitation centers for undernourished
children and vulnerable mothers; Identification of suspected cases of cancer and referrals ;

21
  Education and counseling on reversible and permanent methods of family planning, health education
sessions and referral of critical cases to secondary and tertiary care centers; Building
 It also provides continuous training and retraining to Village Health Workers who are chosen from
villages with the help of the Dairy Co-operative Societies. This enables the Village Health Workers to
carry out health education and primary health care from door-to-door, in groups and at the Dairy Co-
operative Societies Centres with confidence.

 The training focuses on primary health care, waterborne disease, know your body, pregnancy and the
delivery period, newborn care and care of the weak child, growth monitoring, breast feeding, common
disease of childhood, malaria, tuberculosis. Training is also imparted on other topics as the need arises.

2 Hygienic & Clean Milk Production Drive:

The primary village dairy co-operative societies operate every morning and evening for the village farmers.
Milk delivered by a producer is measured and a sample is drawn for a quality-testing.

 Each centre is equipped with an electronic milko-tester for testing quality of milk, automatic weighing
machine for weighing of milk with data processing facilities.
 The entire operation is electronically captured with member-id. Various training programmes,
especially on quality management system, good management practises in animal husbandry are imparted
on continuous basis to member producers, dairy co-operative personnel and personnel at dairy plants.

SGSY{2011}

22
Amul in its continued endeavor to improve the socio-economic conditions of rural people extended its expertise
in implementation of the Swarnjayanti Gram Swarozgar Yojana (SGSY) of The Government of India (Ministry
of Rural Development) on their Special Project on “Improving Socio-economic Conditions of BPL Families of
Kheda District through Animal Husbandry and Dairying” – DAIRYING AS A TOOL FOR POVERTY
ALLEVIATION.

 The Swarnjayanti Gram Swarozagar Yojana is a holistic self-employment programme for the rural poor
of India. The basic objective of the programme is to bring below poverty line families above poverty
line by providing them in generating assets to become self-employed.
 The purchase of assets is facilitated through a mix of government subsidy and bank credit. It is a holistic
self-employment programme as it supports all facets of self-employment like organizing them into Self
Help Groups, helping them in selection of key activities, building their capacities, providing them
appropriate training and exposure, building infrastructure, introducing them to new technology, and
providing them marketing support.
 The programme is implemented through District Rural Development Agencies (DRDAs) with active
involvement of Panchayati Raj Institutions, banks, line departments of the Government and development
institutions Amul has covered under this programmed more than 8,755 beneficiaries to whom milch
animals were distributed in the District of Kheda and stood as guarantor for the bank loans.
 These beneficiaries were then given membership of dairy co-operatives in order to bring these poor
households into mainstream economy by transforming dairying into active income-generation
enterprises.
 As part of this programme 12,647 women and men were trained in dairy husbandry in addition to
construction of number of cattle sheds, development of green fodder plots, distribution of chaff cutters
and stainless steel cans

23
Animal Disease Diagnostic Laboratory:

The mobile and immobile laboratories have contributed to clean milk production drive in routine and
emergencies especially in cases of plant or chemical poisoning and diseases claiming sudden death of animals;

 prompt and accurate diagnosis of the disease to keep the livestock in sound health, taking adequate
preventive measures to avert major outbreak of diseases by diagnosing the disease at an early stage;
planning for appropriate feeding strategy with the help of complete analysis of metabolic profile of the
animal;
 improving infertility by timely remedial measures; timely detection of sub clinical cases of mastitis and
control the incidences; assessing efficacy of vaccination could be determined by detection vaccination
titer

Animal Nutrition

Amul’s focus on balanced cattle feed supplies to its dairy farmers has helped in better productivity and cattle’s
free from problems associated with malnutrition.

This has been possible due to its state-of-art cattle feed plant which produces more than 1100 Tons of cattle
feed daily. It has future plan to expand its present manufacturing capacity. Amul also helps in development

DAIRY DEMONSTRATION FARM{2012}

AIM:

24
  As part of Amul’s continuous effort to improve the socio-economic conditions and livelihood of dairy
farmers, Amul has come out with various schemes to increase cattle holding per farmer thereby their
income.
A Dairy Demonstration Farm (DDF) has been set up at Mogar to demonstrate scientific methods of
dairy farming.

 The project envisages encouraging the farmers to use high yielding animals and modern aids to increase
milk production. The Union provides technical support to milk producers on Scientific Animal
Husbandry practices and also facilitates loan disbursement from banks to the needy by guaranteeing the
loan repayment on behalf of farmers.

 The Dairy Demonstration Farm is generating overwhelming interest in milk producer members because
of its success and viability. So far, under various schemes, thousands of farmers are covered to increase
the cattle holding size from small to medium size

Introduction of New Analytical Methods

The BactoScan™ method - The BactoScan™ FC is designed for fully-automatic, rapid and reliable
determination of the hygienic quality of raw milk. \

\This is done by counting the total number of Individual BactoScan Counts (IBC) in a milk sample
(flowcytometry). The results are used for screening hygiene status at the farm level.

This is also used to monitor incoming raw milk to avoid contamination. In order to avoid interference from
other particles, such as fat globules, protein micelles and somatic cells, the sample is subjected to chemical
treatment in order to destroy these particles and also to break up the clusters of bacteria. Introduction of
BactoScan has shown drastic improvement in hygienic milk quality. T

AMUL SCHOLAR {2013}

Amul Scholarships: To encourage outstanding children of farmers in pursuing higher studies Amul
introduced scholarship schemes in 1992. The children are given scholarships for pursing Diploma,
25
 Graduation, Post-Graduation and Doctorate. Every year the outstanding children are identified from the
villages and scholarships are provided to fulfill their dream of achieving academic excellence.

 This effort has motivated greatly children to excel in their studies and spread education in rural
areasAmul Scholar Felicitation Programme: Annually Amul felicitate outstanding children of
employees who have secured highest marks in 10th, 12th standards and Gold Medalist in
graduation.
 Amul Scholars’ Felicitation Programme was initiated in 2004 and has facilitated many outstanding
students of Amul family Amul Vidya Shree & Vidya Bhushan:
 Amul’s vision is to see an educated, talented and strong youth in a developed India of the future and
thereby contribute towards nation building. We at Amul believe that the sound education of its
youth is the foundation of every state.
 Hence it is the most basic constituent for a developing nation like ours. Towards this philosophy,
Amul Vidyashree & Vidyabhushan Awards have been instituted to recognize the brilliance of the
students across India as well as the quality of education & guidance imparted by the schools they
study in. The inception of these awards dates back to 2004-05

Animal Health care

Animal Husbandry activity is one of the programmes envisaged by Amul for enhancement of milk production
and to take care of farmers that they do not incur economic loss by want of health care service to their cattle
holdings. In the beginning itself it was felt that cattle’s health is wealth of farmer as well as of the dairy as it
brings growth to farmers and the organization
26
Self Managing Leadership Programme: Amul undertakes Self Managing Leadership Programme for women
resource persons through Brahmakumari Iswariya Vishwa Vidyalaya at Mt. Abu to bring a value based
approach in development process

BLOOD DONATION{2014}

Amul in association with the Indian Red Cross Society aim to inspire, encourage and initiate humanitarian
services to minimize, alleviate and prevent human suffering at all times to contribute for “Humanity to
Peace”.

 Towards this objective Amul initiated blood donation campaign since 1987. Blood donation camps
are organized regularly in rural areas through Village Dairy Co-operative Societies.
 Similarly camps are organized in Amul Dairy Campus wherein employees and their family members
join in donating blood. In addition, Amul organizes donation of blood on emergency. Amul has
made a trend in donating blood to the society.
MODE OF ACTION:
 Amul initiated blood donation campaign in 1987, in association with Indian Red Cross Society
 Blood donation camps are organized regularly in rural areas through Village Dairy Co-operative
Societies.
 Similarly camps are organized in Amul Dairy Campus wherein employees and their family
members join in donating blood.

27
2.Management Development Programme: This programme aims at capacity building of Secretaries of Dairy
Co-operative Societies in better management and maintenance of ISO standards. For the Management
Committee Members it imparts training on management strategies, co-operative laws and their roles and
responsibilities.

3. Dairymen Training: This programme aims at building managerial skills of progressive farmers who have
more than five milch animals to bring more success in their dairy husbandry. Development Review: This
programme aims at District Union’s review of the comparative progress of five year programme of Dairy Co-
operative Societies and suggests remedial measures.

RURAL SANITATION CAMPAIGN{2015}

AIM:

Amul Dairy has launched a novel scheme for total rural sanitation and set a target for itself whereby not
a single milk producer will attend to nature’s call in the open.
 The Dairy with the support of District Rural Development Agency (DRDA) will provide interest
free loans to its milk producers in Anand and Kheda districts to set up ‘pucca’ toilet blocks,
which will not only help women milk producers avoid embarrassment but will also ensure
hygiene
 ‘In five years’ time, dairy wishes to achieve the target of providing 100 per cent toilet facilities
in all villages where Amul has a milk society.\

2016

 The mission is not just about bringing a cultural change by imbibing good habits among milk
producers but also targeted towards encouraging hygienic practices in the milk supply chain
 Amul has prepared a model low-cost toilet block that costs Rs.11,500 per unit. While DRDA
will support this initiative through subsidy ranging between Rs.4500 and Rs.4600 for BPL/APL
families, Amul will provide its members an interest free loan worth Rs.4300 returnable in four
years’ time. A member can pay up this loan by getting Rs.100 per month deducted
 Amul Leadership Workshops {2018}

Encourages woman to participate in dairy co-op societies. Amul‟s member unions organized three self
managing leadership workshops at PRAJAPITA,BRAHMAKUMARIS,MOUNTABU. 3100 women
28
 participated in this programme. Organization of AMUL YATRA in AnandAmul Vidya Awards‟ to the
toppers of Std. X and XII throughout the country.

CORPORATE GOVERNANCE

Corporate Governance refers to the way a corporation is governed. It is the technique by which companies are
directed and managed. It means carrying the business as per the stakeholders’ desires. It is actually conducted
by the board of Directors and the concerned committees for the company’s stakeholder’s benefit. It is all about
balancing individual and societal goals, as well as, economic and social goals.

SCOPE

 Corporate Governance is the interaction between various participants (shareholders, board of directors,
and company’s management) in shaping corporation’s performance and the way it is proceeding
towards. The relationship between the owners and the managers in an organization must be healthy and
there should be no conflict between the two.

 The owners must see that individual’s actual performance is according to the standard performance.
These dimensions of corporate governance not be overlooked.

 Corporate Governance deals with the manner the providers of finance guarantee themselves of getting a
fair return on their investment.

 Corporate Governance clearly distinguishes between the owners and the managers. The managers are
the deciding authority. In modern corporations, the functions/ tasks of owners and managers should be
clearly defined, rather, harmonizing.

 Corporate Governance deals with determining ways to take effective strategic decisions. It gives
ultimate authority and complete responsibility to the Board of Directors. In today’s market- oriented
economy, the need for corporate governance arises.

29
  In addition, efficiency as well as globalization is significant factors urging corporate governance.
Corporate Governance is essential to develop benefit.

Benefits of Corporate Governance

1. Good corporate governance ensures corporate success and economic growth.

2. Strong corporate governance maintains investors’ confidence, as a result of which, company can raise
capital efficiently and effectively.
3. It lowers the capital cost.
4. There is a positive impact on the share price.
5. It provides proper inducement to the owners as well as managers to achieve objectives that are in
interests of the shareholders and the organization.
6. Good corporate governance also minimizes wastages, corruption, risks and mismanagement.
7. It helps in brand formation and development.
8. It ensures organization in managed in a manner that fits the best interests of all.

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CORPORATE GOVERNANCE IN AMUL

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The Kaira District Co-operative Milk Producers’ Union (Amul) is headquartered at Anand. Planners,
economists, administrators, dairymen, journalists have been visiting Anand to study the ingredients of its
success The Anand Pattern is essentially an economic organizational pattern to benefit small producers who join
hands forming an integrated approach in order to economy of a large scale business. The whole operation is
professionally managed so that the individual producers have the freedom to decide their own policies. The
adoption of modern production and marketing techniques helps in providing those services that small producers
individually can neither afford nor manage.

It has succeeded largely because Anand Model involves people in their own development and because their
interests are safe in their own hands. Under Operation Flood the entire institutional infrastructure set up at the
village level, the district level and the state level is owned and operated by the farmers themselves. The Anand
Model co-operatives have progressively eliminated middlemen, bringing the producers in direct contact with
consumers

The Anand Pattern succeeded because it gave a fair price to the farmer and high - quality milk and milk
products to the consumer. What would have been middlemen’s profits in the earlier system got absorbed into
development projects for primary producer or lower cost for the consumer. In short, the Anand Pattern meant
the utilization of resources in the most profitable manner at grass-root level.

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The Three Tier Structure: Primary Village Co-operative Society

The First Tier - Primary village Co-operative Society: An Anand Pattern village dairy cooperative society
(DCS) is formed by milk producers. Any producer can become a DCS member by buying a share and
committing to sell milk only to the society. Each DCS has a milk collection centre where members take milk
every day. Each member's milk is tested for quality with payments based on the percentage of fat and SNF. At
the end of each year, a portion of the DCS profits is used to pay each member a patronage bonus based on the
quantity of milk poured. This also acts as a vital link for various productivity enhancement and development
programmes of farmers programmes

District Union The 2nd Tier – District Union: District

Union:

A District Cooperative Milk Producers' Union is owned by dairy cooperative societies. It is a Union of primary

village co-operative societies within a district. The Union buys all the societies' milk, then processes and

markets fluid milk and products. Union also provides a range of inputs and services to village co-operative

societies and their members: feed, veterinary care, artificial insemination to sustain the growth of milk

production and the cooperatives' business. Union staff train and provide consulting services to support village

co-operative society leaders and staff.

The State Federation – 3rd Tier The State Federation:

33
The cooperative milk producers' unions in a state form a State Federation which is an apex marketing body
responsible for marketing of milk and milk products of member unions. The Federation also plays a role in the
overall development of the district unions federated to it.

Maximizing farmer profit and productivity through cooperative effort is the hallmark of the Anand Pattern.

Social impact

The spread of the co-operative movement in the villages is contributing to social changes. Some of the changes
are:
The democratic process – election of the village society’s office-bearers – is breaking down social and
economic divisions. The society is being perceived as a means of livelihood – unlike, say, a panchayat. The
feeling, therefore, is that it ought to be managed by those who are likely to run it most efficiently – not
necessarily by the entrenched elite.

District Union The 2nd Tier – District Union: District Union:

34
Caste barriers are slowly breaking down in equalizing queues before the milk collection centre. In the
traditional societies untouchables could not have even dreamt of selling milk for common consumption. This
social barrier has been removed by the milk co-operatives.

Modern concepts like organization, technology, and social concern are entering the rural areas. In their search
for solutions in other compartments of life, farmers often used the expression, “something like the dairy “or
“similar to what the dairy does.”

Education in a non-school sense is also spreading. Veterinary care, the supply of balanced cattle feed, and
artificial insemination centers are contributing to health education, nutrition education and sex education.

There is a change in the status of women. Generally income from milk is considered to be earned by them. Men
concede that those women should have a say in how this money is to be spent.

Hope has kindled in landless labourers without employment that they do not have to migrate to cities in search
of an income. Milk co-operative societies have created white-collar jobs too.
Amul continues to inspire one and all interested not only in dairying but also in other areas, people involved in
the rural development and sustaining livelihood through massive employment generation.

35
CONCLUSION
1. Inspiring Leadership and Consuming Values

2. Building Networks

3. Coordination for Competitiveness

4. Technology for Effectiveness

36
 CUSTOMER RELATIONSHIP MANAGEMENT

Customer relationship management (CRM) is a term that refers to practices, strategies and technologies that
companies use to manage and analyze customer interactions and data throughout the customer lifecycle, with
the goal of improving customer service relationships and assisting in customer retention and driving sales
growth.

 CRM systems compile customer data across different channels -- or points of contact between the
customer and the company -- which could include the company's website, telephone, live chat, direct
mail, marketing materials and social media.

 CRM systems can also give customer-facing staff detailed information on customers' personal
information, pu The aim of CRM is to build customer equity; customer equity is the sum of lifetime
values of all the customers. CRM analysts develop data warehouses and use data-mining techniques to
develop and maintain long-lasting relationships with the valuable customers.

 A data warehouse is a company-wide electronic database of detailed customer information. The purpose
of data warehouse is not just to gather information but also to place it into a central location for easy
access. Once the data warehouse locates the data at a central place, the data analysts use the data-mining
techniques to examine the mounds of data to find out interesting facts about the customers.

Tim Ehrens

Need and Importance of CRM:

1. Better service to customers:
CRM provides more avenues for customers to communicate and explain their needs to the organization through
numerous contact points. Customers get increased satisfaction and a feeling of being special and important
because of the increased personalization of services and customization of goods offered to them.

2. Customization of market offerings:

Companies can customize a product or service depending on the data available with the firm. The firm can
facilitate customer-company interaction through the company contact centre and web site. Such interactions
help develop customized products.
37
3. Reduction in the customer defection rate:
CRM emphasizes on training and development of the employees to become more customer oriented. Due to
CRM training and development, employees show care and concern towards the valuable customers; therefore,
the customer defection rate may be reduced to a great extent.

4. Increase and improvement in long-term relationships:

Some firms treat their customers as partners. Firms solicit the help of the customers to design new products or
to improve their services. If the customer gets involved with the firm, they are more likely to remain with the
firm.

5. Increase in customer equity:

CRM increases customer equity. Firms focus the marketing efforts more on the most valuable customers
(MVCs). The main aim of CRM is to produce high customer equity. Customer equity is the sum of lifetime
values of all customers. More focus on MVCs will enable a firm to increase the customer equity.

6. Competitive advantage:
The firms that adopt CRM get competitive advantage in the market. They can face the competition with much
ease. Competitive advantage helps in generating higher returns on investment.

7. Building and maintaining corporate image:

The image of the firm also gets enhanced. Loyal customers become evangelists. The evangelists spread a good
word about the company and its products. This enables a firm to get additional customers to its fold.

8. Higher return on investment:

Due to CRM, a company gains a position to generate higher returns on investment. This is because of the repeat
purchases on the part of the loyal customers. The company also makes money through cross selling. The higher
return on investment increases the shareholders’ value

Techniques of Building CRM:

Firms use a number of techniques to build, maintain and enhance CRM. The techniques include the software
programmes, promotional techniques, pricing strategies, MVC programmes, and so on. Some of the techniques
have been discussed in detail.

38
Data Warehousing and Data Mining:
CRM analysts develop data warehouses and use data-mining techniques to develop and maintain long- lasting
relationships with the valuable customers.

1. A data warehouse is a company-wide electronic database of detailed customer information. The purpose of
data warehouse is not just to gather information, but to place it into a central location for easy access.

2. Once the data warehouse locates the data at a central place, the data analysts use data mining techniques to
examine the mounds of data to find out interesting facts of the customers.

The mined data can be utilized for various marketing decisions such as the following:
1. Product design and modification

2. Product pricing

3. Promotion mix

4. Selection of channels of distribution

5. Maintaining dealer relationships.

One-to-one Marketing:
Some firms adopt one-to-one marketing strategy. Such firms treat their customers as partners, especially in the
case of B2B markets firms solicit the help of customers to design new products or to improve their services. If
the customer gets involved with the firm, then they are more likely to remain with the firm.

Loyalty Programmers:
Firms may use variety of loyalty programmes to retain customers. For example, airlines may offer special
discount for frequent fliers. Firms may also provide gifts and other benefits to the loyal customers. But it is to
be noted that all loyal customers need not be profitable, and all profitable customers need not be loyal.

Therefore, the firm must be selective. In order to enhance marketing efficiency, a firm has to find out which of
its customers are worth retaining and which are not, and which customers should be given extra care and
attention. In other words, the firm has to determine the value of its customers, and focus on MVCs accordingly.

39
Priority Customer Programmes:
Some firms introduce priority customer programmes. The priority customers are the MVCs. They are given
priority in after-sales service, delivery and resolving complaints. The priority customer programmes are
followed by several organizations, especially in the banking industry.

For example, Citibank maintains a list of priority customers and provides them with additional facilities special
offers such as free ticket to concerts, movies, and so on. Some banks, such as Syrian Catholic Hank provide
personalized services to the important customers.

CRM IN AMUL

Amul is the most successful Indian brands in the FMCG industry. Amul in the past years was known for
creating white revolution in India and now it has made India the largest producer of milk and milk products all
across the world. which today markets its business with more than 750 employees with jointly 3.6 million milk
producers in Gujarat alone.As they use customer relationship measures.

METHODS OF CRM USED IN AMUL

 SPONSORSHIP FOR AWARDS AND OLYMPICS

 TALENT PROMOTIONS THROUGH EVENTS
 CONSTANTS FEEDBACK FROM DISTRIBUTORS
 PUBLIC AWARNESS CAMPAIGNS
 WORLD MILK DAY CELEBRATIONS
 IN- STORE INTERACTIVE CELEBRATIONS ON FESTIVALS
 INFORMATION TECHNOLOGY INTEGRATION
 MOBILE APP FOR CONSUMERS

SPONSORSHIP FOR AWARDS AND OLYMPICS

 Amul is committed to strengthening the Olympic movement in India and encourage young generation
from all over the country to take up sports,” Sodhi told reporters.

 Asked about the sponsorship amount, Mehta said, “Amul will pay Rs 1 crore for the sponsorship.”

40
 Explaining the reason behind this association, Sodhi said there is a synergy between Amul and athletes
as milk is nature’s original energy drink and plays a pivotal role in building the physical and mental
strength of the athletes.
 Sodhi added in the last edition of 2012 London Olympics games also, Amul had sponsored the Indian
contingent.
 Amul will launch a series of advertising campaigns for milk and various dairy products to promote this
association in the coming months.
 Rio Olympics will play host to the largest Indian contingent ever, with more than 100 sports persons
taking part in the event.
Mehta said, “I am happy that Amul family is supporting Indian Olympic Association from past
sometime.”
 The preparations for our athletes are in full swing and till date more than 100 athletes have qualified for
Rio Olympics, this is the largest ever contingent we are sending, he said.
 Amul had reported a turnover of Rs 23,005 crore for 2017. The cooperative has about 60 various
processing plants and there are 17 member unions of GCMMF associated with more than 36 lakh
farmers across 18,600 villages of Gujarat.

TALENT PROMOTIONS THROUGH EVENTS

 Amul, which now markets products worth Rs 10,000 crore a year, would sponsor other games and
sports, like hockey, he said it may consider sponsoring major events like the IPL.

 However, Mr Sodhi said, Amul has not yet earmarked any funds for its sponsorship of the London
Olympics. The decision may be taken in the next financial year starting April 1, 2012.

 On February 27, Amul signed an MoU with the IOA, becoming the official sponsor of the Indian
contingent in the category of dairy products. It had, in the recent past, been associated with World Cup
Cricket and Formula One as well as a means to engage the youth.

 Amul will soon launch a series of advertising campaigns for its dairy products to promote its association
with games and sports events in the coming months.

PUBLIC AWARNESS CAMPAIGNS

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The Amul campaigns continue to deliciously capture the pulse of India

For five decades now, Amul’s blue-haired girl in a polka-dotted frock has remained relevant by commenting
on the most current issues and significant events with witty humour and timely punchlines.

Be it Bollywood, Olympics, politics or cricket, it wouldn’t be wrong to say one can stay up to date with current
affairs with the Amul girl.The longest-running ad campaign in India was conceived by noted ad man Sylvester
daCunha in 1966 and is now run by his son, Rahul daCunha.
There is always a concern for a campaign that runs that long— whether it will still have resonance and
relevance for a younger audience, Rahul says.But Amul has not just stood the test of time, but, it has aged
rather deliciously.

Advertisement for all ages

The Amul girl’s wit and satire managed to capture the imagination of every Indian, irrespective of region,
language, gender or age. During the outdoor campaign days in 1960s and 70s, the hoardings were hand-painted
on billboards and the Amul girl was a little chubby.

42
Back then, daCunha Communications created one topical a month; today, they have five ad campaigns a week.
They are present in billboards and outdoor media, print advertisements, and social media.
An issue that was relevant for a month to 45 days in the 70s is no longer relevant for that time span now. The
team meets on Monday and we decide the different topicals for that week, Rahul says.

From topic finalisation to headline, the three-member team completes an ad campaign within a few hours.
However, ideation remains a 24/7 exercise.

Given the vast canvas of events that occur daily in different parts of the country, Amul campaigns run targeted
advertisements depending on demographics.

43
The team has divided India into five divisions— an exclusive campaign designed for Mumbai city with 25
outdoor media sights; the Hindi belt comprising North Indian states, Southern India, the East comprising West
Bengal and the North-Eastern states, and social media.

The beginning

It all began when Sylvester daCunha and his art director Eustace Fernandez wanted to create an advertisement
campaign that appealed to mothers and children as Amul’s main target audience. There was no television in the
60s and advertising was limited to either expensive print— newspaper and magazines — or outdoor billboards.

With his idea centred on a little girl in polka-dotted red dress, blue hair and the tag line “Utterly Butterly
Delicious”, Sylvester met Dr Kurien, the father of the White Revolution of India.
Dr Kurien said, ‘Look, if you people think it will work, fine; but I don’t understand how a girl with polka dots
making a statement about odd things is ever going to sell butter, Rahul recalls.

Yet, he had faith in Sylvester’s vision. Initially the daCunha Communications team was engaged in
advertisements that spoke just about “butter” on a hand-painted outdoor hoarding. In a year, they realised that
they had hit a dead end.

WORLD MILK DAY CELEBRATIONS

44
  National Milk Day is celebrated on November 26 each year to mark the birth anniversary of Verghese
Kurien, who is known as the Father of White Revolution in India. Known for his billion-litre idea, called
the Operation Flood, which was the worl’d largest agricultural daily development programme that made
dairy farming in India into the country’s largest self-sustaining industry and the largest rural
employment provider.
 Kurien is also the founder of the popular dairy brand Amul, that is based out of Anand, Gujarat, and this
year we celebrate his 96th birth anniversary. To commemorate his contribution, Amul has released a
creative topical cartoon with its signature pun. “He gave India, Anand…” reads the tag line, as the
illustration shows the Amul girl riding on a motorbike carrying a can of milk. “Celebrating the legacy of
the ‘Milkman’ of India!” is the caption accompanying the creative.

IN- STORE INTERACTIVE CELEBRATIONS ON FESTIVALS

FCB Ulka recently created a heart-warming campaign for Amul, around the theme of ‘Mothers For Mothers’.

This campaign is about celebrating mothers and their love.The campaign launched the theme of ‘Mothers For
Mothers Network’ with a story that subtly brings out the similarity in the lives of rural and urban mothers and
how they are connected through the Amul network.It is the world’s first‘Mothers for Mothers’ Network, a
network of love and caring,

where the rural mother nourishes the family of the urban mother by providing her with the goodness of
fresh Amul milk. She wakes up at the break of dawn, every single day, milks her cows, travels to deliver the
milk to Amul. The urban mother starts her day with milk for her family and shows gratitude towards the rural
mother for all the warmth and care.

 INFORMATION TECHNOLOGY INTEGRATION

Innovation

The evolution of IT in AMUL was tookplace in the guidance of

DR.B.MVyas.Themilkcollectioncenteratvillagecooperativesocieties, were firstautomated.Data analysis software
utilization for milk production estimation and increasing productivity. VATSnetwork between all the level of
distribution network andGCMMF

45
TECHNOLOGY INTEGRATION

Processing of 10 Million payments daily, amounting to transactions worth USD 3.78 million incash.
Radical changes in business processes - eliminating middlemen.

Improved delivery mechanisms and transparency of businessoperations.


 Dutothisprocess,AMULisabletocollectsix million litres of milk per day.

Huge reduction in processing time for effecting payments to the farmers from a week to couple of minute
Movement of 5000 trucks to 200 dairy processing plants twice a day in a most optimummanner.Practicing just
in time supply chain management with six sigma accuracy.

Online order placements of Amul’s products on theweb.

StepfurthertowardsintegratingCow-to-Consumer(C2C)ITValueChainwith implementation of “Common WD

Software”, popularly known as Distributor
ManagementSystem(DMS).ThisapplicationissupportedwithMobilebasedorder booking application (Sales force
atomization – SFA) for Wholesale Distributors salesman.

MobileApplicationbasedOrderBookingforFreshproductsacrossbranches.Thisis very helpful to our 2000+ Milk

distributors in sending order directly from the market,monitoringtransactionsandcreditlimits

MOBILE APP FOR CONSUMERS

1. Morning walks to the nearest milk booths may soon become a thing of the past as dairy majors
like Amul plan to launch mobile applications to reach out to consumers directly. In any case, major dairy
players like Amul and Mother Dairy are already selling through e-grocers like BigBasket and Grofers to woo
busy urban consumers.

 The move is expected to enhance consumer engagement with the brand as well as boost sales.Margins,
however, will likely be a concern.
 "The idea is to make the entire product range available to the consumer, which he or she does not get at
the nearby store she visits. Plus, they can also order a big assortment. Margins would be thin,"
an Amul official conceded. The app may be launched in around a month and a half and it would be a
city-wise phased launch, starting with Ahmedabad.
 R S Sodhi, managing director of Gujarat Co-operative Milk Marketing Federation (GCMMF) which
owns and sells milk and dairy products under the Amul brand, said that the company was test-marketing
a mobile application in the Ahmedabad market and that a launch was expected soon.

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  Amul has engaged Ahmedabad-based firm Infibeam to develop the application. Infibeam will also be
responsible for last-mile connectivity. Sodhi said that once a customer places an order through the
app, Infibeam will arrange for the product to be picked up directly from the distributor and delivered to
the customer.
 Amul share of online sales in its overall volume is negligible at less than one per cent of its turnover. For
that matter, Amul has not tasted success with modern trade either, which contributes just about 7% of its
overall sales, Sodhi said.
 Senior officials in the federation pointed out that modern retail itself has seen ups and downs in recent
times with several major retailers closing down outlets that were not profitable.

2. Cashing in on the push for digital transactions through demonetisation, the Gujarat Cooperative Milk
Marketing Federation (GCMMF) or popularly known as Amul is set to launch its own dedicated online sales
channel in collaboration with Infibeam. The channel will deliver Amul products ‘direct to home’.

The web and mobile app-based channel has, as of now, being soft launched in Ahmedabad where the dairy
major has employed five Toyota Etios, delivering Amul products through its local stores.

AMUL CUSTOMER RELATIONSHIP MANAGEMENT SOFTWARE METHOD

Amul is using Automatic milk collection system to delivers perfection and digital automation in dairy
industry. Amul milk collection software provides a centralized system to connect all dairy farmers of India.

 AMCS automates the traditional milk collection process while it performs operations like milk quality
testing and analysis, and is installed at Village Cooperative Societies.

 This leads to time saving since over 1000 producers enter a village cooperative each day and increased
transparency.

 Enterprise-wide Integrated Application Systems were used to align various sub software systems in
place.

 A Geographic Information System was also established to view supply disparities in real time. Cyber
stores have been recently launched as well.

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  AMUL unions like any other enterprise use ERP and SAP modules for routine work of all depratments
such as production, quality, stores, accounts, purchase and sales.
 Other than these there are software related to milk testing machines to input and record fat% and snf %
of milk collections.
 As every body knows, milk collection is cooperatives is done in stages. First, milk from the farmers is
collected at society or mandli level.
 There individual farmers’ milk quantity and their fat/snf% is recorded.

 Then from these mandlis milk is taken to chilling centers where for individual mandli milk quantity and
fat/snf% is recorded.
 Then either milk is processed on chilling center itself or it is transferred to main plant and center wise
milk quantity and fat/snf% is recorded. Therefore these details are recorded in milk testing software

TARGETING CUSTOMER

The typical customers of Amul belong to the Sec B and Sec C segment wherein they are either middle class or
lower class. Amul in general uses mass marketing and therefore it targets these 2 classes majorly. The high end
customers are more likely to prefer a Naturals, a Baskin robbins, or any other such brand which meets their taste
and status

The main challenges to effectively achieving Amul’s vision are

 Highly fragmented, small scale supplier base

 Low income consumers
 Lack of infrastructure
 Milk is a highly perishable good
 Lack of capital

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 AMUL SOCIAL MEDIA RELATIONSHIP

Amul always tried to provide their products at the best price. Its presence in every nook and corner has made it
approachable in each house. They have not invested too much on Television advertisements. Rather they now
prefer to use social media for their promotion and increase their presence. The brand actively uses two major
social media platforms Facebook and Twitter. Recently it has used great graphics and videos for the Rio
Olympics

Amul on Facebook

Amul on Facebook has been able to attract more than 1.2 million fans with their winning content tool. Earlier
they used banners, posters to promote their brand but with the social media coming in action, they leveraged it
to their business and utilized it effectively. The whole business promotion revolves around the butter girl to
create content which centered about the latest happenings. It presents the post in a very different way to attract
the users and create buzz among the youth.
It also hosts various competitions on Facebook. It launched a campaign “Meme You” to send a message to their
fans with a message to create meme to spread the message “Eat milk with every meal”.

Amul on Twitter
However the content on twitter remains same as on their Facebook page, they have managed to get a huge
twitter follower of 51.8K. The brand has become able to surpass many namely Indian brands. Amul never
leaves an occasion without tweeting with great interacting graphics and content.
The brand has always accepted the feedback from the customers and never left their customers with an
unpleasant experience. They take their customers voice seriously and have accepted their mistakes on this social
platform whenever required. This has made their presence on Twitter more reliable and respectable.

Results Achieved
Without stepping in the hardcore marketing, Amul has made its way of success. It is now a household name in
the Indian families with their wide range of dairy products. With many big players in the dairy industry, Amul
is the only name which is on everyone’s lips for dairy products. It has contributed the most in making India
number 1 in milk production. However with the change in time, Amul has not changed their trademark “Amul
Girl” that seems to be lucky for the brands promotion and success. In their each and every promotional
campaign, this “Amul Girl” can be seen. Using the “Amul Girl” on its social media platform, Amul has been
able to attract more number of customers to their social media pages resulting in increase in their business.

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 ENTREPRENUERSHIP

Amul is an Indian dairy cooperative, placed at Anand in the state of Gujarat, India. It Formed in 1946, The Dr.
VergheseKurien, founder-of company amul and this brand is control by cooperative body, Gujarat
Cooperative Milk Marketing Federation Ltd. (GCMMF), is India's largest food product marketing
organization with annual turnover (2017-18) US$ 4.5 billion

REASON FOR AMUL ESTABLISHED

 Milk Producers had to travel long distances to deliver milk to the only dairy, the Polson Dairy in
Anand
 Often milk went sour as producers had to physically carry the milk in individual containers,
especially in the summer seasonMilk is a commodity that has to be collected twice a day from each
cow/buffalo.
 In winter, the producer was either left with surplus / unsold milk or had to sell it at very low prices.
 Moreover, the government at that time had given monopoly rights to PolsonDairy (around that time
Polson was the most wellknown butter brand in the country) to collect milk from Anand and supply
it to Bombay city in turn.
 India ranked nowhere amongst milk producing countries in the world because of its limitations in
Angered by the unfair and manipulative trade practices, the farmers of Kaira District approached
 Sardar Vallabhbhai Patel (who later became the first Deputy Prime Minister and Home Minister of
free India) under the leadership of the local farmer leader Tribhuvandas Patel.
 Sardar Patel advised the farmers to form a Cooperative and supply milk directly to the Bombay Milk
Scheme instead of selling it to Polson . He sent Morarji Desai (who later became Prime Minister
1946 OF INDIA TO ORGANIZE THE FARMERS

Few Facts about Anand Milk Union Limited i.e. AMUL AND ITS FOUNDER

 Amul was founded in 1946 in Anand, Gujarat with a mission to stop the exploitation of the farmers by
intermediaries.
 Amul is managed by the Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which is
jointly owned by more than 3.6 million milk producers of Gujarat.
 Amul spurred the White Revolution in India, which placed India at the top of milk producing nations.
 The Amul corporative was created by Dr Verghese Kurien, who is also known as the Father of the
White Revolution in India.
 More than 15 million milk producers pour milk in 144500 dairy cooperative societies across the country.
 Amul is present in over 50 countries, and in India alone has more than 7200 exclusive parlours.
 In 1999, Amul was awarded the “Best of All” Rajiv Gandhi National Quality Award“ for maintaining
the utmost level of quality in its plants.
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  Amul has been awarded the Guinness World Record for the longest running advertisement campaign.

Key Success Factors –

1. The Amul Girl (The Amul Advertising Campaign)

The Amul girl is the advertising mascot used by the company to promote the brand. The brand has been cleverly
using the cartoon figure in its longest running ad campaign, to instil an element of humour into its print ads. The
content is liked by the people and results in better customer engagement. This increases the brand recall value
for Amul. Hence, the Amul girl advertising campaign is often described as one of the best Indian advertising
concepts.

2. Innovation
Amul has constantly been innovating – be it launching new products, creative marketing campaigns or
challenging traditional societal trends to come up with better ones.

In the 1960’s, Amul became the first brand in the world to make skimmed milk powder from buffalo milk. Also
with its three-tiered cooperative structure, Amul changed from traditional operations to a more cost-efficient
and effective structure.

For its continuous innovation, the brand won the “CNN-IBN Innovating for Better Tomorrow
Award” and “World Dairy Innovation Award” in the year 2014.

3. Strong Brand
Amul follows the Branded House Architecture way, wherein whatever they promote; they promote it under one
common brand name – Amul. The prime focus is on promoting the parent brand rather than individual products
which helps them gain more brand visibility and results in lesser marketing and advertising costs.

4. Efficient Supply chain

Amul follows a three-tier cooperative structure which consists of a dairy cooperative society at the village level
that is affiliated with milk unions at the district level which in turn is federated to a milk federation at the state
level. Milk is collected at the village dairy society, procured and processed at the district milk union and
marketed at the state milk federation.

The greatness of this model lies in the fact that Amul was the first company to follow this model, and it was
replicated all over the country under Operation Flood in the 1970’s. The model ensures that there’s efficiency
and swiftness in operations.

The Amul model has helped India become the largest milk producer in the world.

5. Diverse Portfolio Of Products

With its diversified product portfolio, Amul has been able to cater to the needs of all the segments. From kids to
teenagers, men to women, calorie conscious to health conscious, the company has ensured that it launches

51
products for every segment. Providing value and benefits to its target segment, Amul has been able to build a
strong brand association with its customers over the years.

NATURE AND TYPE OF PRODUCTS

Breadspreads:

AmulButter.
Amul LowFatBreadSpread.
Amul CookingButter.

Cheese Range:

Amul Pasteurized Processed CheddarCheese.

Amul Processed Cheese BreadSpread.
Amul Pizza MozarellaCheese.
Amul Shredded PizzaCheese
Amul EmentalCheese.
Amul GoudaCheese.
Amul Malai Paneer (cottagecheese)
Utterly DeliciousPizza

Mithaee Range (Ethnic sweets):

Amul shrikhand (Mango, Saffron, Pistachio,Cardamom)

AmulAmrakhand
Amul MithaiGulabjamun.
Amul Mitahi GulabjamunMix.
Amul Mitai KulfiMix.
AvsarLadoos

ULTRA HIGH TEMPERATURE) UHT- Milk Range:

Amul Shakti 3% fatMilk

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Amul Taaza 1.5% fatMilk.
Amul Gold 4.5%FatMilk.
Amul Lite Slim &Trim Milk 0% FatMilk.
Amul Shakti TonedMilk
Amul FreshCream.
Amul Snowcap SoftyMix

Pure Ghee:
Amul PureGhee.
Sagar PureGhee.
Amul CowGhee

Infant Milk Range:

Amul Infant Milk Formula 1 (0-6months)
Amul Infant Milk Formula 2 ( 6monthsabove)
Amul Spray Infant MilkPowder.

Milk Powders:
Amul Full Milk CreamPowder.
Amulya DairyWhitener.
Sagar Skimmed Milk Powder.
Sagar Tea &CoffeeWhitener

Sweetened Condensed Milk:

Amul Mithaimate Sweetened CondensedMilk.

Fresh Milk:
Amul Taaza Tonned Milk 3% Fat.
Amul Gold Full Cream Milk 6%Fat.
Amul Shakti Standardised Milk 4.5%fat
Amul Slim &Trim Double Toned Milk 1.5%fat
Amul Saathi Skimmed Milk 0%fat

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Amul CowMilk

Curd Products:
Yogi Sweetened Flavoured Dahi(Dessert)
Amul MastiDahi.
Amul Masti Spiced ButterMilk
AmulLassee

Amul Icecreams:
Butterscotch, Rajbhog, MalaiKulfi

Nut-o-Mania Range
Kaju Draksh, Kesar Pista Royale, Fruit Bonanza, RoastedAlmond

Nature's Treat
Alphanso Mango, Fresh Litchi, Shahi Anjir, Fresh Strawberry, Black Currant, Santra Mantra,
FreshPineapple
Sundae Range
Mango, Black Currant, Sundae Magic, DoubleSundae
Assorted Treat
Chocobar, Dollies, Frostik, Ice Candies, Tricone, Chococrunch, Megabite, Cassatta

Utterly Delicious
Vanila, Strawberry, Chocolate, Chocochips, CakeMagic

Chocolate & Confectionery:

Amul MilkChocolate
Amul Fruit &nutChocolate.

Brown Beverage:
Nutramul Malted MilkFood.

Milk Drink:
Amul Kool Flavoured Milk (Mango, Strawberry, Saffron, Cardamom, Rose, Chocolate)
Amul KoolCafe

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Health Beverage:
Amul Shakti White MiLK FOOD

MONTHLY PRODUCTION TARGET

The Gujarat Cooperative Milk Marketing Federation (GCMMF) is targeting a turnover of Rs 50,000 crore by
2020 by aggressively marketing its products under the iconic Amul brand, with the tagline, ‘The Taste of India’.
 In 2014-15 Amul is expected to achieve a turnover of Rs 21,000 crore.Amul has planned rapid
expansion across its entire value chain. With increased milk procurement, Amul’s processing capacities
across all member unions has also been enhanced from 170 lakh litres per day to 232 lakh litres daily in
the last three years.
 GCMMF Managing Director Rupinder Singh Sodhi said Amul’s new dairy projects in Amreli,
Surendranagar, Bharuch, Bhavnagar, and Kutch will help further enhance capacities. Also, Amul has
new dairy projects in the pipeline at Faridabad, Rohtak, Kolkata and Lucknow.
 “With the completion of these projects, Amul’s combined processing capacity will increase by another
90 lakh litres daily to 322 lakh litres.”
 In addition, Amul is adding more people to its distribution team. New milk depots are being set up and
distribution capacity being increased by 30 per cent. “We are launching a new product almost every
month.”
 Currently, Amul products are available at more than a million retail outlets through its network of over
10,000 distributors. It has 60 depots with dry, cold, and frozen warehouses to buffer inventory of the
entire range of products. It also has the largest cold chain network with 18,000 refrigerators as compared
to any other company in India.
 In this business of “cow to consumer”, Amul has so far connected 35 lakh milk-producing farmers in
Gujarat through 12,000 villager cooperative societies, who transport milk to processing and
manufacturing units. Amul has a unique business model. Within 12 hours of milk procurement, the
farmer gets payment, he said.

55
  The products are then transported to the company depots across India, then sent to wholesale distributors
and to retailers. Milk is transported in more than 2,000 milk tankers to 71 dairy plants where milk is
converted into various by products.

PRODUCTION PLANNING AND SCHEDHULING

Production scheduling is a vital and necessary part in all types industries. Production scheduling includes the
major part of production management, and also needs much expertise for handling it. The manufacturing
industries produce plenty of products at the end of the production system.
 The manufacturing units are also working with different product lines at a time. So the proper planning
and development planning and scheduling system are to be built up for dealing with different processes.
For this study, the researcher is focusing on a dairyco-operative company which chiefly focuses only
manufacture and packaging of milk based products.
 The scheduling system currently in use in AMUL was SAP system. SAP software has range of different
module to support any business. SAP also have unique module to plan the production is called PP

56
 (Production Planning). The respondents uniformly replied that AMUL uses this module to plan the
entire production. This is the most used feature of the scheduling system.
Its daily milk procurement is approx 18 million lit per day from 18,554 village milk cooperative societies,
18 member unions covering 33 districts, and 3.6 million milk producer members
PLACE LAYOUT
Theproduction layout is the total presentation of the machine instrument, controlling equipments, store room
and other different accessories needed for facilitating the supply in a factory.
 The presentation are pre-planned with that effect their has been building is createdThe AMUL plant is
indigenously worked out with facilitation of different supply processes and production of different
products under one plant.
 The overall plot is nearly about 2.27 kms.The unrelated buildings are given with needed arrangements of
machine instrumrnt controlling and computers relatedthrough the control room to suitable for varying
product-manufacturingdepartments.
 The production is engaged in suppling milk, ice creams, powder of milk and ghee.
 The whole department is uniquely given with facilities for the processing each product.There are 4
production departments and covering departments pertainingtoeachpdt.

The, production layout surrounded the all supply and service space and given for the most effective use of the
men, materials and machines constituting the process.
 The FMCG company make the Milk related Products. The Health Drink segment they have AmulSakthi
and Nutramul. In the milk section they are having Amul Milk in sachet/pouch, AmulTazza Toned milk
in Tetra pack.
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 The powder milk section they have Amulya Dairy whitener, Amul Instant Full cream Milk powder.
Amul Butter, Amul Kool café, Flavoured Milk , Amul Chocolate etc. We will first understand the
products nature, type and distribution pattern.

Amul products are having their own life cycle. The products like covering Milk and flavoured milk are
perishable by nature due to short time in life cycle (may be a week), cannot be kept for long period and
It is need to be consumed immediately.
 Also these items are need to be stor in a cool place during that short product life cycle from the supply
stage till distributed network to end customer. Packed milk / flavoured milk (30 or 40 units) are place in
plastic crates and stored in cold medium storage space and distributed to all retailers.
 Each plastic create with packed / flavoured milk weight 20 – 25 Kgs and can be controlled by workers
and it does not need any mechanized instrument for storage, retrieval, loading and unloading. The Each
packed milk cost Rs. 10 and hence the crate with packed milk cost may not go upto Rs 600.
 Since the stocks can be placed vertically (i.e., 6 to 8 crates on each other) the area utilized is minimized
resulting less space cost.
 One need not neede any pallet or steel rack to place products vertically. The plastic crate can be placed
on each other so that maximum height should be reachable by the worker without.any.trouble.

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Since the milk and butter are utilized by all (basic necessity commodity) they should be create or available to
consumer on demand at convenience due to severe competition. If a consumer could not found Amul milk
packet from nearby retail shop, he can use milk packet of other brand or inquer local milk vendor (doodhwala)
to produce the milk to his house. Hence it is Amul organization incharge to arrange these products obtainable at
all vendors, in a particular market with proper storage (refrigeration) space.

METHOD USED FOR INVENTORY CONTROL

Amul company responsibility to arrange these products available at all retailers, in a particular market with
proper storage (refrigeration) facility. Due to wide distribution nature, the milk packets are placed in small
plastic crates which can be unloaded by workers with ease at different retailer points.

 The empty crates are returned (termed as Reverse Logistics) to Amul company warehouse for future
milk packet dispatch. Hence the warehouse and storage operations are manual and simple which require
no modern equipments in this operation. In case of packed milk and butter, the cost related to cold
storage warehouse and transportation through container having cold storage facility will be on the
higher side.
 Health drink products like AmulSakthi, Nutramul are having life cycle for a period of one year or so. In
case of Nutramul and AmulSakthi the health drink products and chocolate which does not required any
cold storage facility. 12 or 24 units of AmulSakthi or Nutramul (according to pack size of 500g or 1Kg)
are stored in corrugated carton box and distributed to retailers. Products are also stacked vertically in
the warehouse. The warehouse and distribution operations are similar to packed milk except the
refrigeration or cold storage.
 Hence in FMCG industry (e.g., Glaxo Smithkline, Nestle, Britannia, Heinz, Unilever etc) the warehouse
and distribution operations are quiet simple and hence it may not require sophisticated equipment like

59
 fork lift to perform their routine task.

APC : Manufacture of UPS, inverter (consumer durable electronic items). UPS and Inverters are durables (not
perishable) and hence can be stored for quiet long period till technology changes. Each unit of UPS and
inverters are small in size but weight more. Cost of each unit of UPS and Inverter are high. Hence each unit has
to be handled (loading and unloading, stacking operation) with utmost care. The electronic retail shops in any
given market is relatively small as compared to FMCG products. For example you can find more number of
retail shops in any market for FMCG products as compared to Electronic retail shops. Hence the distribution
operation relatedto Electronic items are relatively easy.

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MOTIVATIONAL FACTORS
This Polish proverb that rightly says, ‘If the farmer is poor then so is the whole country.’ It was Sardar
Vallabhbhai Patel, Tribhuvandas Patel and Dr Verghese Kurien who must’ve understood what this quote meant
and took certain measures to stop the exploitation of the farmers.

Their sheer determination and hard work ensured a self-sustaining state for the farmers. Today, the brand has
enabled farmers to be entrepreneurs and earn their own living.

 The whole process is transparent has ensured that there is no exploitation. The Amul brand has proved
that it is not just a product but a movement that represents the economic freedom of farmers. The brand
has given farmers the courage to dream, to hope and to live.

 Amul in all its sense has proved that it is Amulya i.e. ‘Priceless’ for our nation and that we must
preserve it. The tubby little moppet in the familiar polka-dotted dress is not just the Amul Butter
mascot. The Amul Girl, who has entered urban lore with her regular appearance on billboards
accompanied by clever catchphrases that comment on contemporary events, stands for the very fight its
parent was born to counter.

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  The cooperative movement that began Gujarat back in 1946 was a movement against the atrocities of
Polson Dairy, a locally-owned dairy in Anand, Gujarat, which allegedly procured milk from farmers at
very low rates to sell to the Bombay (now Mumbai) government.

 Amul’s architect in almost every way was the late Dr Verghese Kurien (who, ironically, died in the 50th
year of the creation of the Amul girl).

 Arriving in Anand in 1949 as a government employee to manage a dairy, he went from helping farmers
repair their machinery to revolutionizing the Indian dairy industry by scripting Operation Flood, a
cooperative movement that turned India from a net importer of milk into one of the world’s two largest
producers today.

Not for nothing was Verghese Kurien (left) called the Milkman of India, though his vision was a simple one of
offering thousands of small dairy farmers centralised marketing and quality control facilities, the missing links
in the dairy economy at the time.

 Thus, in 1973 the Gujarat Cooperative Milk Marketing Federation was established to market milk and
milk products manufactured by six district cooperative unions of Gujarat.In the sixties and seventies,
India was a milk-deficit country, not at all self-sufficient. "Milk powder was imported. From a per capita
milk consumption of less than 110 grams per person to around 300 grams per person is a long way, and
largely possible due to the cooperative movement.”

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But branding also played a role, cleverly designed to add a tinge of nationalism to an essentially rural
revolution. When experts asked Kurien to choose brandnames that would sound foreign, he wisely insisted on
an Indian name. Thus, Amul (then short for Anand Milk Union Ltd) was born. Amul was not just a milk and
butter brand, it became an umbrella for all the products that GCMMF marketed.

The (original) Amul Girl was created by Sylvester daCunha (daCunha Communications) to counter the Polson
dairy girl. A seasoned marketer, Kurien gave DaCunha Communications immense creative freedom to release
the Amul Girl ads without waiting to take permission from the company. The freedom is still maintained and is
the the reason the Amul Girl is never late with her take on the world around, says the agency, led by Rahul
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daCunha, son of Sylvester. While the late Eustace Fernandes sketched the mascot, it was ad and theatre veteran
Bharat Dabholkar who created some of the more popular ads.

The first dairy, Kaira District Co-operative Milk Producers’ Union, which created Amul in 1955, handed over
the brand name to GCMMF in 1973.By then,

Amul had become a brandname in its own right.It is said that for Operation Flood, Kurien’s idea of having
farmers own the brand went a long way in creating a sense of ownership and, in turn, responsibility for the
product’s quality. This is the reason state federations now have their own brands -- Nandini in Karnataka, Verka
in Punjab, Saras in Rajasthan and Mahananda in Maharashtra.

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Branding gave a farmers’ cooperative a quasi-commercial strength, enabling it to adapt to competition. Sodhi
says GCMMF’s professional management focused on fortifying its own distribution network by the eighties. In
the nineties, it laid down the distribution of edible oil and frozen products and in 2000-2010, liquid milk outside
of Gujarat. Since 2010, Amul’s parent has been busy procuring milk from outside Gujarat.

The supply chain spanning four distribution channels and pricing with attractive margins have ensured the
federation can venture into new product categories and stay on top of competition. “Even after the opening up
of the sector in 1991, and the entry of several private dairies, there are few serious brands that have emerged in
the domestic market,” Sodhi says. Amul reaches one million retailers through a network of 10,000 dealers.
Sodhi says since the mid-90s, Amul has been able to take the “range outside the security of ourtraditional
products, milk powder and butter."Since then, we have diversified to everything from ice-cream, curd to long-
life flavoured milk.”From being a local giant, GCMMF now wants to be a global company with a large
domestic presence.

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Brand Amul is already present in over 50 countries. In India, it has 7,200 exclusive parlours.
But one of the challenges for Amul would be life after Kurien, whose iconic presence dominated the company
long after his retirement. The ascension to being the chief of GCMMF has been a bone of contention with
access to a huge vote bank of 3.3 million farmers.

CONCLUSION
 As per the study we want to conclude that it was Dr. Kurien who diversified Anand Milk Union Limited
(AMUL) and started to solve the milk producers’ problems. From one milk project to a larger one, the
‘Milkman of India’ saw India emerge from a country into the largest milk producing country in the
world, overtaking even the once milk-abundant Netherlands.

 As for entrepreneurs and startups, this man’s life has more to offer. Its a life lived for making a
difference, creating something much larger than one would have thought possible and not
settling for mere “meeting expectations”.

 It is because of Dr. Kurien that it contributes about 17% of the total milk production in the world.
AMUL, with annual turnover of Rs. 20,000.00 crore, is Asia’s top milk-producing brand and is counted
with one of the best recall values, among the world’s leading brands in any sector.

 The success of AMUL experiment attracted the then Prime Minister, Lal Bahadur Sastri, who requested
Dr. Kurien to help him replicate the AMUL model across the country. The National Dairy Development
Board (NDDB) was born in 1965 with the famous “Milk man” as the founder Chairman.
 As Chairman he led “Operation Flood” to make India the biggest milk producer. He served for 33
years in this board. Now the board is promoting and establishing close to 1.50 lakh village co-
operatives, with over 15 million members to make India the largest milk producer in the world.
 Now Amul is a very big organization and market leader in dairy products. More than 15 million milk
producers pour milk in 144500 dairy cooperative societies across the country.
 Amul is present in over 50 countries, and in India alone has more than 7200 exclusive parlours.

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ADVERTISING

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Objectives Of Study

 Types of Advertising Strategy Companies Are Using.

 Brand Ambassador & Reason for Endorsing that Ambassador.
 Impact of Endorsing & Advertising on Sales Of Product & Revenue Of Company.

Introduction
Gujarat Cooperative Milk Marketing Federation (GCMMF), the largest food company in India, recorded a
turnover of Rs 2882 crore ($ 0.65 bn) in 2003-04. Its flagship brand 'Amul' was the market leader in butter,
whole milk, cheese, ice cream and dairy whitener. GCMMF was the largest cooperative movement in India with
2.2 million milk producers of Gujarat organized in 10,552 cooperative societies.

 GCMMF collected 5 million litres of milk per day from its shareholders who owned 3.2 million
buffaloes, one million cows and 0.3 million crossbred cows. The Federation's extensive marketing
network comprised 3000 distributors and 500,000 retailers spread across the country.
 The country's largest food company, Amul, is the market leader in butter, whole milk, cheese, ice cream,
dairy whitener, condensed milk, saturated fats and long life milk.
 Amul follows a unique business model, which aims at providing 'value for money' products to its
consumers, while protecting the interests of the milk-producing farmers who are its suppliers as well as
its owners. Despite being a farmers' co-operative, Amul has given multinationals a run for their money.

In butter, cheese and saturated fats, Amul has remained the undisputed market leader since its inception in 1955,
by offering quality products at competitive prices. In other categories, Amul has nullified its late mover
disadvantage through aggressive pricing, better quality, innovative promotion, and superior distribution.

7 Types of Ad Strategies
 Advice Strategy
 Empathy Strategy
 Testimonial Strategy
 Demonstration Strategy
 Competitive or Comparison Strategy
 Negative to Positive Strategy
 Before and After Strategy

Objective 1 with reference to Amul

 Amul uses Advice Strategy

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Over the years, Amul's advertising philosophy had been "to be simple, fresh and innovative". The clean,
emotion-based ads refrained from using hi-tech special effects, and aimed at maintaining the perfect balance
between the traditional and the modern.

 Important elements in Amulads

The main elements of Amul ads are the picture, the main text and the slogan. The picture is what catch- es the
attention of the audience, what ignites the curiosity being always the key factor to read the mes- sage The
contextual knowledge helps in forming the cohesive link between the textual message and the event depicted as
a picture. The slogan usually refers to the event or people and links it with the product butter in a witty way.

 Thepicture

Amul girl, the iconic figure with round eyes and blue hair [Fig. 7], transforms herself into different per-
sonalities or accompanies different personalities. The personalities are easy to recognize as they are often the
one in the news in that week. The pictures may be a replica of the pictures found in newspa- pers or in posters
as shown below in Fig.1 and Fig.3.

Fig. 1.Movie poster of ‘Buntyaur Babli’ Fig. 2. Mimic of the movie poster ‘Bunty aurBabli’

As can be seen, Fig. 2 is a replica of Fig. 1. If one is familiar with the poster, then one can make out that the
figures in the ad are Abhishek Bachchan, Amitabh Bachchan and Rani Mukherjee.

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Fig. 3.Picture of Bushinnewspaper Fig. 4. Mimic of the shoe-hurlingincident

Similarly, if one followed the news of an unhappy journalist hurling a shoe at President Bush, then one can
figure out that that ad (Fig. 4) is about this event. So, if one is aware of current affairs, one can make out the
target personality or event.

Fig. 5. Mimic of the movie poster‘Krrish3’ Fig. 6. New uniform of RSSvolunteers

The Main Text

Once the personalities in the images are resolved, one gets an idea about the event being referred to. Then, the
wit in the text can be understood in a better way.

 In Fig. 4, the personality is George Bush and the main text “Joota kahin ka” (shoe from somewhere) is a
pun on the word ‘joota’ which means shoe. There is an allusion to the commonly used phrase “jhooTha
kahin ka” meaning ‘liar from somewhere’ or ‘What a liar!’

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  Not always the text is understood so easily. For example, the next ad (Fig. 9) is based on the movie
poster of ‘Kaminey’ (Fig. 8), but the text is understood only after watching the movie or knowing about
the story in the movie.
 The main protagonists are twins and one of them has lisping problem and pro- nounces /s/ as /f/. So
FUPER MAFKA! actually means ‘super maska’ (‘maska’ is butter in Hindi).

Fig. 7.TheAmulmasco Fig. 8.‘Kaminey’poster Fig. 9. Mimic of ‘Kaminey’ movie poster

Similarly, in Fig. 5 if one identifies the personalities as Hrithik Roshan and Kangana Ranaut from the movie
‘Krrish 3’, it will be easy to recall the legal notices served by them to each other based on the ‘kiss and tell’
event6. And, of course, Fig. 6 has enough clues to show the personality as a RSS7

TheSlogan/Byeline

Slogans have an important role to play. By repetition, they become part of our memory and also every- day
language.

 The slogan for Amul ads is ‘Utterly Butterly Delicious’. But it is not used always as seen in the ads
above. Sometimes a parody of it is used as seen in the ad about ‘Bunty aur Babli’ (Fig. 2: Bun, tea aur
Butterly), Facebook (Fig. 10: utterly twitterly delicious), other times it is substituted alto- gether with a
different slogan as seen in the ad about Bt Brinjals9 (Fig. 11 Fully natural).
 It is used in such a way that it also refers to the product butter. For example, in Fig. 4 Attack it refers to
attacking Bush or attack the butter, Fully natural (Fig. 11) to the brinjals (eggplants) or to the butter

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Fig. 10. Emergence ofSocialMedia

Fig. 11. Bt Brinjals debateissue

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The Language Used In TheAds

According to Leech, the four principles of advertising texts are: Attention value, Readability, Memorability and Selling
power. If the picture draws one’s attention first, the language used for the main text and slogans play a key role in
advertising.

 In a competitive world, the copywriters make sure their advertising texts are compact and all the elements are
connected. The language of advertising throws light on a whole new kind of discourse.
 An important element of Amul ads is its use of metaphorical switching or code switching between English and
Hindi freely.
 The corpus helps us study the code used in the ad from over a period of time. If only monolingual English ads
prevailed earlier, later Hindi made its way and there was code-mixing and code-switching, though the script
remained Roman.
 Now, we have what we call as “Hinglish” which is equal use of English and Hindi elements blended as one single
code. Hinglish is the language of the newgeneration.
 Codeswitching is inevitable in a multilingual society. Naturally, it is reflected in advertise- ments. Hinglish or for
that matter Tenglish (Telugu and English), Tamlish (Tamil and English) or Punglish (Punjabi and English) are
English language blended with a regional language.
 The function of this code may be stated to be for proficiency in communication. This code is here to stay.
 The new generation wants to mark it as their own language; they want to decolonize English and give it an
Indian flavour. Most of the international brands make use of Hinglish to relate closely with the Indi- an.
 We see that it is not just the words that are borrowed, but also the syntactic structures of Indian Eng- lish. For
example, the slogans for Coke “Life ho to aisi” (Life should be like this), Pepsi “Yeh dil maange more” (The heart
wants more), McDonald’s “What your bahana is?” (What’s your excuse?) and Domino’s Pizza “Hungry, kya?”
(Are you hungry?).

Also, most of the times, the variety of English used is Indian English which has its own quirks and specific phrases.

In Amul ads, which reflect the current events, this change in code has been adopted by its copywriters as mentioned
earlier. For example, the conjunction in Bun, tea aur Butterly (Fig. 2), in a compound formation face bhook (Fig. 10)
where bhook means ‘hunger’ or a parody of the phrase Let byegones be byegones (Fig.11) in which the word ‘byegone’ is
replaced by bhaingans meaning ‘brinjals/eggplants’,present a detailed study of the literary devices used in these
codemixed ads emphasizing that “the use of Hinglish to juxtapose is to juxtapose two different cultures – the local and
global, the traditional and modern, the indigenous and foreign.”

Impact Of Advertisement On Society

As seen from the previous sections, the popular Indian billboard advertisements which are topical in nature require the
audience to be well-informed about the current events to identify the personality the moppet, known as the Amul
girl/baby, is depicting or accompanying the personalities who have been targeted for thatweek.

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 In a competitive world, there is a pressure on copywriters to bring out ads that stand out from the rest. We
come across many ads that are done so creatively that it leaves a good feeling in us. This posi- tive feeling is
what makes us receptive to the indirect persuasive function and makes us buy the product.
 The relevance-theoretic framework extended to study wittiness in advertising by throws light on the aspect of
the process of interpretation of witty advertising messages to be rewarding. The ads that are creative and
innovative are remembered for a long time.
 If the message in the ad re- quires additional cognitive processing on the audience’s part, it will increase its
memorability. If the message in the ad is indirect and is intellectually satisfying and if the audience solve it, they
feel happy for getting the witty message. This positive state of mind in return increases a positive attitude
towards the product endorsed.
 Studies have shown that the more attractive an advertisement is, the longer attention span it can command and
lingers longer in one’s memory.The popularity of the witty Amul ads support the findings of the above studies.It
has withstood competition from international as well as indigenous brands like Nestle, Britannia and Mother
Diary.
 It has also entered the world market and has established itself as a high quality product. It would be apt to
reproduce the ad that came out when the gates were opened to the international market in early 1990s. Amul
proudly proclaimed itself to be truly Indian [Fig. 12].
 The message ‘Be Indian. Bye Indian’ makes an allusion to ‘Be Indian, Buy Indian’ slogan under colonial rule
before India became independent in1947 revolting against foreign (British) goods made from Indian raw
materials. The pun is on the word ‘buy’ making one rethink if globalization is good for the Indian economy.
 Amul ads try to sensitize us by using humor which makes us like it. In the next ad [Fig. 13], Amul makes us think
if we are going for- ward or backward by banning Pakistani artists to work in Indian film industry. Here the pun is
on the actor Fawad’s name –Fawad/forward.

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Fig. 12. Be IndianBuyIndian Fig. 13. Pakistani artistsbanned

Fig. 14.Indian Railways Fig. 15. Emergencytime

 By going through all the ads from the past 50 years and more one can get acquainted with the so- cio-political
issues of modern India as seen in the two ads that appeared in the ‘70s [Figs. 14 and 15].
 The ads, of course, will not be understood as we do not have the requisite contextual information that helps in
the deeper cognitive processing of the ad to understand the wit and humor.
 For example, Fig. 14 refers to the introduction of cushioned chairs in the first class compartments by Indian
Railways in 1979; and Fig. 15 refers to the compulsory sterilization introduced during Indira Gandhi’s
government in 1976. When the newspapers had also lost their voice during the Emergency period, Amul
commend- ing the act to reduce the population is laudable.
 But, the word ‘compulsory’ shows how wit is instru- mental in bringing home the message as the family planning
measures were supposed to be voluntary. In comparison,of the latest ad [Figs.17] the most famous Indian movie
Baahubali ‘baaho se belly tak’ (meaning from arm to belly) will need lesser prior knowledge. But, in 20 years,
they may also become history and the need for the requisite knowledge to get the joke will befelt

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Fig. 17. Mimic of Baahubali 2 movieposter

Objective 2 with reference to Amul

51years Innumerable PunsLlater, Amul's Ads Are Still A Dish To Savour

Cartoons featuring everything from a pink and round-faced Donald Trump to cricket and Bollywood have been
delighting Indians for half a century with pun-filled takes on the world's biggest news stories.

The adverts for Amul dairy products, which often star the brand's mascot -- a blue-haired girl in a polka dot dress --
have been humorously reflecting social, political and cultural life as India has evolved through the decades.

Singapower Treaty? Amul -- Leaders love it!" read one after Trump's historic summit with North Korean leader Kim Jong
Un in Singapore, showing a young, rosy-cheeked Trump handing a slice of bread lathered in butter to an equally impish-
looking Kim.

"We cover a variety of topics. But essentially it is always an issue that India is talking about," says Rahul daCunha, the
creative head of the campaign, at his Mumbai office.

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The colourful ads, which play on English and Hindi words, have been running for 52 years on billboards,
newspapers and now most regularly on social media, striking a chord with educated, mainly urban Indians

Almost every topic is cheekily covered: from political controversies to corruption scandals, sporting triumphs
and failures, movie blockbusters and the lives of celebrities.

Deaths are dealt with more solemnly, in black and white.

"To have a campaign that has become part of the social consciousness is phenomenal," says marketing expert
Deepali Naair.

"They evoke emotions. Sometimes they put a smile on my face, sometimes they make me frown," she adds.

The ads are the work of a three-man team working for Mumbai-based ad agency daCunha Communications.
Along with daCunha himself, there's cartoonist Jayant Rane and copywriter Manish Jhaveri.
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More than 4,000 ads have been produced since daCunha's father, Sylvester daCunha, started the campaign in
1966. Rahul took over in the early 1990s. Initially one ad wasdone a month but in the age of Twitter they
average four or five a week.

Many of them feature the "Amul girl", as she is affectionately known in India. Her innocent expressions, round
eyes, red-spotted white dress and slightly roly-poly physique disarm anyone who may take offence at what she
is saying.

"When she says something she's always smiling about it. There's no malice and it's light-hearted," says
daCunha, 55.The Amul girl was created when it was common for companies to come up with a mascot to help
illiterate Indians easily recognise their products.

She appears on the packets of some of Amul's biggest-selling items including butter and milk, and is India's
most recognisable mascot along with the Air India Maharajah.The first ad, in March 1966, featured her riding a
horse while holding a piece of bread.

Horse racing at the time was becoming popular in Bombay -- as Mumbai was then known -- and the ad read
"THOROUGHBREAD" alongside brand slogan "Utterly Butterly Amul".

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"In the first year the campaign was more about food but my father quickly realised there was only so much you
could say about butter," explains daCunha

.So Sylvester got permission from Amul to vary the topics. Amul also agreed that they didn't need to approve
the ads before release, granting creative freedom that is rare in the advertising world.

The "topicals", as daCunha Communications calls them, started referring to news stories, including sporting
events and Hollywood and Hindi-language films, and did not shy away from controversy.

In 1976, one made light of the Indian government's forced sterilisation procedures during emergency rule. Two
years ago another celebrated surgical strikes against Pakistani militants.

In March, to mark Emmanuel Macron's visit to India, the Amul girl was shown taking a selfie with the French
president and his wife.
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"Growing Frenchship! Amul - France loafs it!" it screamed.

The campaign hasn't always pleased everyone.

In 2015, British Airways complained after Amul joked about an incident in which the airline misplaced Indian
cricket legend Sachin Tendulkar's luggage. "British Errways?" quipped the caption.

The creators tend to avoid national calamities or hugely distressing incidents.

However, a poignant illustration this year was well received for capturing the sense of hopelessness as India
reeled in shock from two high-profile child rapes.

It showed the Amul girl sitting down, her head buried in her hands, weeping

DaCunha believes politicians have never expressed their displeasure "because we have made fun of everybody".

But he admitted the team held back sometimes as ultimately they represent a brand.

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With India's history of communal riots and a Hindu nationalist movement emboldened by the election of Prime
Minister Narendra Modi four years ago, there is one subject the team dares not touch -- religion.

"It's an area where nothing you say will end up being funny. And we want you to chuckle," says daCunha.

The Amul campaigns continue to deliciously capture the pulse of India

For five decades now, Amul’s blue-haired girl in a polka-dotted frock has remained relevant by commenting
on the most current issues and significant events with witty humour and timely punchlines.

Be it Bollywood, Olympics, politics, or cricket, it wouldn’t be wrong to say one can stay up to date with current
affairs with the Amul girl.

The longest-running ad campaign in India was conceived by noted ad man Sylvester daCunha in 1966 and is
now run by his son, Rahul daCunha.

Advertisement for all ages

The Amul girl’s wit and satire managed to capture the imagination of every Indian, irrespective of region,
language, gender or age. During the outdoor campaign days in 1960s and 70s, the hoardings were hand-painted
on billboards and the Amul girl was a little chubby.

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Back then, daCunha Communications created one topical a month; today, they have five ad campaigns a week.
They are present in billboards and outdoor media, print advertisements, and social media.

From topic finalisation to headline, the three-member team completes an ad campaign within a few hours.
However, ideation remains a 24/7 exercise

Given the vast canvas of events that occur daily in different parts of the country, Amul campaigns run targeted
advertisements depending on demographics.

The team has divided India into five divisions— an exclusive campaign designed for Mumbai city with 25
outdoor media sights; the Hindi belt comprising North Indian states, Southern India, the East comprising West
Bengal and the North-Eastern states, and social media.

The beginning
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It all began when Sylvester daCunha and his art director Eustace Fernandez wanted to create an advertisement
campaign that appealed to mothers and children as Amul’s main target audience. There was no television in the
60s and advertising was limited to either expensive print— newspaper and magazines — or outdoor billboards.

With his idea centred on a little girl in polka-dotted red dress, blue hair and the tag line “Utterly Butterly
Delicious”, Sylvester met Dr Kurien, the father of the White Revolution of India.

Yet, he had faith in Sylvester’s vision. Initially the daCunha Communications team was engaged in
advertisements that spoke just about “butter” on a hand-painted outdoor hoarding. In a year, they realised that
they had hit a dead end.

“After all, there is only so much that you can talk about butter,” Rahul says.

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And this marked the beginning of the team’s experiment with “topical hoardings,” which aimed at giving
people food for thought. While making the switch, to using a witty one-liner to connect current affairs topic to
butter, Sylvester requested Dr Kurien to give the creative team “complete freedom”. This freedom fuelled
Amul’s new journey.

“He told the client is the only way this will work is if we have full freedom to create this campaign. If we try to
send you the ad, wait for your approval— it will not work,” Rahul remembers.

In March 1966, Amul ran its first topical advertisement capturing the first derby match in Mumbai.

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Buttering the controversies

If you have noticed, over the years the girl has played numerous roles depending on the issue— she is a
cheerleader, celebrator, a crusader, conscience, commentator, scenic— but she is never malicious

Perhaps this is the primary reason political parties are not “bothered” about the Amul advertisement campaign,
which has often features political stalwarts like Lalu Prasad Yadav, Mamata Banerjee, Kumari Mayawati,
Mulayam Singh Yadav, Manmohan Singh, Narendra Modi, among several others.

When Akhilesh Yadav, former Chief Minister of Uttar Pradesh campaigned in 2012 Uttar Pradesh elections,
Amul ran an advertisement campaign with sentences, “Samajworthy Party?” Rahul says, “Akhilesh loved it; he
cut it out and put it on his notice board.”

Daring days

However, Amul has faced its share of controversies and the company ran into legal problems for advertisements
involving Jagmohan Dalmiya, Suresh Kalmadi, Satyam Computers and Subrata Roy.

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Their billboard then said, ‘Dalmiya mein kuch kaala hai’ on top and 'Amul: Maska khao, paisa nahin’ at the
bottom. In response, Dalmiya threatened to sue Dr Kurien for Rs 500 crore and sent him a court notice instead
of to daCunha Communications.

Dr Kurien called Rahul; he explained to him that the ad had depicted Dalmiya in the famous three monkey
caricature “See no evil, hear no evil, speak no evil” pose.

Yet despite the few contentious ads, the Golden Girl continues to rule hearts in India.

We have never taken sides; we comment on the issue, never the people. Amul is a reflection of what the larger
population is thinking and feeling about an event.

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At any given point there are different topicals across the country. In a sense, Amul reflects what India is going
through and what India is going through reflects on Amul.

Beyond being a brand

Rahul doesn’t believe that mere advertising can create a better society. The role of ads is to inform people and
consumers about brands.

Today, Amul is not just a brand; it is a movement that represents public emotions. The chubby-cheeked Amul
girl continues to speak her mind fearlessly, speaking for all of India.

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Following the concept of 'umbrella branding' and devising an advertising strategy of doing 'only that
which is absolutely necessary,

Umbrella Brand

The network follows an umbrella branding strategy. Amul is the common brand for most product categories
produced by various unions: liquid milk, milk powders, butter, ghee, cheese, cocoa products, sweets, ice-cream
and condensed milk.

Amul's sub-brands include variants such as Amulspray, Amulspree, Amulya and Nutramul. The edible oil
products are grouped around Dhara and Lokdhara, mineral water is sold under the Jal Dhara brand while fruit
drinks bear the Safal name.

By insisting on an umbrella brand, GCMMF not only skillfully avoided inter-union conflicts but also created an
opportunity for the union members to cooperate in developing products.

Objective 3 with reference to Amul

Amul's advertising spends have always been less than 1% of turnover: R S Sodhi

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Gujarat Co-operative Milk Marketing Federation Ltd, which markets the Amul brand of milk and dairy
products, reported an 8% increase in turnover at Rs 29,220 crore for the financial year ended March 31, 2018.

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Its branded consumer products registered growth of 14% over the previous year, with products such as cheese,
butter, milk beverages, paneer, cream, buttermilk and dahi having expanded 20-40%.

The group turnover of Amul brand has crossed Rs 41,000 crores which is 10% higher ..
Based on the estimated growth in demand for Amul products and the future marketing efforts, the company
anticipate a 20% a compound annual growth rate in the business in the next five years, chairman Ramsinh P
Parmar said. “Amul plans to enhance its milk processing capacity from the current level of 320 lakh litres per
day to 380–400 lakh litres per day in the next two years,” he added.

The 18 member unions of Amul federation, with a network of more than 36 lakhs across 18,700 villages

Growth In Revenue

More Indians are eating out as a growing economy boosts incomes. That’s what the No. 1 dairy in the world’s
biggest milk-producing nation is betting on to extend its dominance.

Amul expects its next wave of growth from institutional sales—supplying everything from milk and curds to
butter and cheese to hotels, restaurants and caterers. The target is to increase the share of so-called HoReCa in
its sales from 7-8 percent to 25-30 percent in five years. Nearly 80 percent of its revenue comes from retail
consumers now.

As incomes increase, people have started eating out more and that will boost demand for dairy products, RS
Sodhi, managing director at Gujarat Co-operative Milk Marketing Federation Ltd., the maker of Amul-branded
products, told BloombergQuint at its headquarters in Anand, Gujarat. “In any celebration, you see a lot of
value-added dairy products. It’s a growing market.”

Increasing urbanisation, changing consumer lifestyles and half the population below 24 years in a country of
$1.2-billion people is driving the expansion of the restaurant and catering industry. It’s expected to hit Rs 5.5

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lakh crore by 2022, growing at an annualised rate of 10 percent from Rs 3 lakh crore in 2016, according to a
National Restaurant Association of India-Technopak report.

Global fast-food chains like McDonald’s, Pizza Hut, Domino’s and Baskin-Robbins have already expanded
across the country, opening outlets in smaller cities and towns. Restaurant chains like Barbeque Nation and Pind
Balluchi are now present even in cities like Bhopal, Kolhapur and Raipur. That’s encouraged a new crop of
owner-entrepreneurs to start cafes and restaurants. They will all need milk, cheese, butter and more, boosting
the country’s Rs 5.5-lakh-crore dairy market.

Amul, which sources milk from what is the country’s largest network of cooperatives, has been at the forefront
of India’s white revolution that started in the 1970s and turned the nation into the world’s largest producer and
consumer of milk. The company collects 25.5 million liters of milk a day—30 percent of the organised market.
Revenue stood at Rs 27,000 crore in the year ended March 2017.

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92
Stress Management

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In Amul there are various positive channel are undertaken by amul company wherer their employees and
‘customers benefited .

STRESS

Stress is an automatic physical, mental and emotional response to a challenging event and a normal part of
everyone's life. When channeled positively, stress can lead to growth, action and change. But negative stress can
lessen your quality of life. Stress management offers a range of strategies to help you better deal with stress and
adversity in your life. Managing stress can help you lead a more balanced, healthier life.

Types of Stress in an organization

1. Acute Stress-Acute stress is the type of stress that throws you off-balance momentarily. This is the type of
stress that comes on quickly and often unexpectedly and doesn’t last too long, but requires a response and
shakes you up a bit, like an argument with someone in your life, or an exam for which you don’t feel adequately
prepared.

2. Chronic Stress-Chronic stress is the type of stress that tends to occur on a regular basis. This type of stress
may leave you feeling drained, and can lead to burnout if it’s not effectively managed. This is because, when
the stress response is chronically triggered and the body is not brought back to a relaxed state before the next
wave of stress hits, the body can stay triggered indefinitely.

3.Eomotional Stress- The pain of emotional stress can hit harder than some other types of stress. For example,
the stress that comes from a conflicted relationship tends to bring a greater physical reaction and a stronger
sense of distress than the stress that comes from being busy at work

Why Stress Management Is Important?

A certain level of stress is always present in any workplace. As soon as the level of stress escalates to a point
that it becomes dangerous for the well-being of the organization as well as employees, stress management
becomes important. It has the following benefits:

 Enables you to motivate employees better-Stressful situation can have a devastating effect on the
morale of employees, causing increased absenteeism and employee turnover.

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  Reduced chances of workplace conflicts-Among many other factors contributing to workplace
conflicts such as differences in opinions, backgrounds and personalities, the increased level of stress also
plays a major role.
 Improves productivity even in stressful situations-Since the employee morale and workplace
relationships remain intact, stress management skills are considered to be one of the major contributors
to the improved productivity. With ideal stress management skills, there will be lesser chances of
customer complaints or poor decision-making even in the most stressful circumstances.

How to improve stress management skills

Bearing in mind how too much stress can be detrimental to employees’ morale and organization’s profits level,
following measures can be taken to improve stress management skills:

 Identify the sources of stress and prioritize. There can be personal as well as workplace pressures
causing stress. The first step towards improvement of stress management skills is to be able to identify
the source causing it. Once identified, make a priority list and tackle the stressors one at a time. Being
more organized sometimes helps in relieving part of the stress.
 Motivate yourself to find solutions. There are many ways you can boost up your morale for managing
stress. For example, make a list of similar situations you have managed to handle in the past and recall
how you did it, or promise yourself a reward after you have successfully managed to cope with the
stressful situation.
 Manage stress through exercise. Take care of your physical health by eating healthy, avoiding
excessive sugar and, most of all, exercising regularly. Learn yoga as well as other exercises for muscle
relaxation. This will help you manage your physical responses to a stressful situation

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 Practices Undertaken By Amul For Stress Management

 Encourage Physical Activity

Amul organized Exercise programmmes essential for maintaining mental fitness, and it can reduce stress
significantly. Studies have shown exercise reduces fatigue, improves alertness and concentration, and enhances
individuals’ general cognition. Creating an environment that makes it easy for employees to exercise regularly
can reduce stress.

 Get Employees Out Of The Office

Amul organize outdoor trip and festival tour perfect attendance is celebrated at school, employees need to take
breaks, or they may risk burnout. Find ways to encourage your employees to actually use their vacation
time.Make sure you’ve got adequate back-up procedures, so employees don’t feel obligated to stay in the office.
Additionally, try to get them out of the habit of checking in while they’re away.

 Offer Benefits

Amul provide various benefits to customers and employess for long term relationship. Money is a large cause
of stress for many people, and health problems are a strain on financial resources. While there are many
considerations when it comes to choosing a health plan, it’s a good idea to solicit employee feedback.Adequate
health coverage and other benefits also offer peace of mind to employees, which can help to reduce their stress.
When people are covered, they are more likely to treat health issues in the early stages, which saves time,
money, and ultimately stress.

 Make Your Employees Feel Valued

When employees feel as though they are disposable, it can make for a stressful work environment. For this
reason, it is important to communicate to your employees that they are valued at the company.Being personal
when giving work assignments, and taking an interest in your employees makes them feel like part of the team.

 Help Employees Move In The Office

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Amul helps employees move more throughout the day, try installing desks that can be converted to standing
desks, or encouraging them to schedule small stretching breaks during the day. Not only does stretching
improve physical health, but the small disconnect from a project can also help to re-focus your employees.
And encouraging them to take a break every hour so that they don’t remain inactive the entire work day.

MEASURES TAKEN BY AMUL FOR STRESS MANANGEMENT

 PROVIDE A ‘CHILL OUT’ SPACE IN THE OFFICE-In amul they give 15 minutes to relax, re-
group and disengage from technology and general work related interactions. Providing a quiet room, or
a chill out zone where employees can spend 15 minutes with their thoughts can dramatically help reduce
workplace stress and burnout

 COMMUNICATE WITH YOUR EMPLOYEES- In amul they provide Open communication is

critical in leadership; keeping employees up to date regarding changes, expectations and their own
performance not only keeps them on track but also reduces feelings of stress and anxiety – after all there
is nothing worse than being kept in the dark.
 CREATE SOCIAL ACTIVITY-- In amul Employees spend a lot of time with their co-workers and
therefore its important they get along. The more people enjoy their time at work, the better the
atmosphere will be and a better office atmosphere leads to productivity, creativity and collaboration.

 INTRODUCE WORKPLACE WELLNESS SCHEMES-- In amul company workplace cleaness

exercise and a healthy lifestyle is extremely important when it comes to combating workplace related
stress. Employee wellness schemes, such as paying for a portion of employees gym memberships or
running group-wide healthy eating challenges is a good way to help employees unwind and feel better
about themselves
 TALENT MANNAGEMENT
Talent management is an organization's commitment to recruit, hire, retain, and develop the most
talented and superior employees available in the job market. So, talent management is a useful term
when it describes an organization's commitment to hire, manage, develop, and retain talented employees

 MANAGAER APPRAISAL METHOD

In Amul various attributes consider for appraisal of employee

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  Job knowledge

 Work output

 Quality of work

 Interest in work

 Initiatives

 Past records

 Seniority

This appraisal also is raring scale

 Outstanding

 Good

 Satisfactory

 Poor

The overall assessment is done through above rating and also the comment of reviewing officeris included.
Apart from this the performance in liked allowance is provided in relation with performance that is,

 25%

 50%

 100%

Not allowed This is provided by and under knowledge of under Managing Director Generally in Amul on base
of performance appraisal employee of managerial level gets specials allowance. While for workers they get
promotions

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  Main source of points under Organization
The prevention of workplace stress is most successful when a combination of both organization changeand
individual stress management is used.
That is, like any healthy relationship, both parties – the employee and the employer make an effort.
What can the company do to manage stress?

 Promote leave, rest and breaks

 Encourage exercise and meditation, both within and outside of work hours
 Ensure the workload is in line with workers’ abilities and resources
 Provide stimulation and opportunities for workers to use skills
 Boost workplace morale by creating opportunities for social interactions
 Clearly set out workers’ roles and responsibilities
 Encourage participation in decision making that affects individuals roles
 Encourage open communication
 Establish no tolerance policy for workplace discrimination
 Engage an external consultant to suggest a fresh approach to any existing issues
 Create family-friendly policies to encourage work-life balance
 Provide training for workplace stress management

EMPLOYEES’ SUGGESTION TO REDUCE STRESS

 Set realistic deadlines

 Take a lunch break
 Go home on time
 Take your holiday leave
 Leave work at work
 Participate in work functions
 Establish open and professional communication
 Respect other employees
 Do not tolerate discrimination of any sort, report any instances
 Sign up for workplace training programs to develop and improve your skills
 If required, seek therapy to manage and develop skills to cope with workplace stressors
 Develop a healthy work-life balance, creating time for exercise
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 CID

More Indians are eating out as a growing economy boosts incomes. That’s what the No. 1 dairy in the world’s
biggest milk-producing nation is betting on to extend its dominance.

 Amul expects its next wave of growth from institutional sales—supplying everything from milk and
curds to butter and cheese to hotels, restaurants and caterers. The target is to increase the share of so-
called HoReCa in its sales from 7-8 percent to 25-30 percent in five years. Nearly 80 percent of its
revenue comes from retail consumers now.

 As incomes increase, people have started eating out more and that will boost demand for dairy products,
RS Sodhi, managing director at Gujarat Co-operative Milk Marketing Federation Ltd., the maker of
Amul-branded products, told BloombergQuint at its headquarters in Anand, Gujarat. “In any celebration,
you see a lot of value-added dairy products. It’s a growing market.”

 Increasing urbanisation, changing consumer lifestyles and half the population below 24 years in a
country of $1.2-billion people is driving the expansion of the restaurant and catering industry. It’s
expected to hit Rs 5.5 lakh crore by 2022, growing at an annualised rate of 10 percent from Rs 3 lakh
crore in 2016, according to a National Restaurant Association of India-Technopak report.

Global fast-food chains like McDonald’s, Pizza Hut, Domino’s and Baskin-Robbins have already expanded
across the country, opening outlets in smaller cities and towns. Restaurant chains like Barbeque Nation and Pind
Balluchi are now present even in cities like Bhopal, Kolhapur and Raipur.

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  That’s encouraged a new crop of owner-entrepreneurs to start cafes and restaurants. They will all need
milk, cheese, butter and more, boosting the country’s Rs 5.5-lakh-crore dairy market.

 Amul, which sources milk from what is the country’s largest network of cooperatives, has been at the
forefront of India’s white revolution that started in the 1970s and turned the nation into the world’s
largest producer and consumer of milk.

 The company collects 25.5 million liters of milk a day—30 percent of the organised market. Revenue
stood at Rs 27,000 crore in the year ended March 2017.

AMUL MARKETING SHARE

 The focus so far was retail, unlike in the developed markets where institutional sales contribute around
50 percent of the revenue for dairy products makers, Sodhi said. The company already supplies to clients
like the Taj Group of Hotels, The Marriott and ITC Hotels, he said.

 What Amul’s trying is not new. Its smaller peers like Parag Milk Foods Ltd. and Prabhat Dairy Ltd. get
a bulk of their revenues from HoReCa, according to company filings. That’s because the two relied on
supplies to restaurants and cafes to drive volumes before turning their focus to retail.

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 Amul is looking to increase its dominance by growing its market share and revenue, said Dhanraj
Bhagat, consumer and retail partner at consultancy Grant Thornton India LLP. That’s logical with
institutional sales growing at a strong pace as the number of food outlets is rising, he said.

 That’s still a big market in a country of 1.2-billion people. Moreover, the focus on institutional sales will
not come at the cost of Amul’s retail market. It’s increasing the capacity of value-added products like
curds, processed milk and cheese.

 The country’s largest dairy products maker spends $200 million (about Rs 1,300 crore) a year to
increase capacity. Indians are consuming more, making the nation the fastest growing market.

 While India is the largest producer and consumer of dairy products, its per capital consumption is lower
than the global average. As Indians consume more protein, demand will grow, Sodhi said. “That’s what
makes the market attractive to even international dairy companies.”

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HOW THEY MAINTAIN THERE PRODUCT QUALITY

Quality Management System Programme

The initiation of Total Quality Management (TQM) way back in 1994 was to work with the well known quality
management initiatives which have proven to be effective elsewhere to create a culture of transparency,
openness and leadership in the organization.

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  Realizing that with emerging competition, doing business would become more exciting yet extremely
competitive which would require at time not only a whole set of new skills and competencies but quick
adaptability to change without much stress or turbulence.

 As a very unique measure Amul extended all the TQM initiatives to its business partners whether it was
the farmer producer in the village or a wholesale distributor in a metro town or its most sophisticated
production unitFrom the strength of Total Quality Management initiative Amul went on to implement
Quality Management System of International Standard.

 Amul has been the first dairy in India to get accredited with certification of ISO 2200:2005 & ISO 9001
for its operations and plants. Further Amul has set an example that village Dairy Co-operative Societies
could also achieve this milestone as these societies are accredited with ISO 9001:2000 – a remarkable
achievement in the history of IndiaThe plants are also periodically audited for Hygiene and Quality
Management Systems by various agencies like Export Inspection Agency (EIA), Armed Forces, various
Indian Statutory Bodies, International statutory Bodies and Quality Management Agencies

 Amul Dairy has been recipient of countless awards for its outstanding efforts in processing and
providing quality products to consumers thereby enhanced income in to the hands of dairy farmers.

 Hygienic & Clean Milk Production Drive

The primary village dairy co-operative societies operate every morning and evening for the village farmers.
Milk delivered by a producer is measured and a sample is drawn for a quality-testing.

 Each centre is equipped with an electronic milko-tester for testing quality of milk, automatic weighing
machine for weighing of milk with data processing facilities.

 The entire operation is electronically captured with member-id. Various training programmes, especially
on quality management system, good management practises in animal husbandry are imparted on
continuous basis to member producers, dairy co-operative personnel and personnel at dairy plants.

REASON BEHIND THERE PRODUCTS LACKING IN MARKET

 Amul has reported its slowest growth in the past eight years for 2017 due to a fall in global milk prices
that impacted the rate of revenue increase at India’s largest dairy brand for bulk commodities such
as skimmed milk powder, whole milk powder and ghee.
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  Gujarat Cooperative Milk Marketing Federation ended the fiscal with revenue ofRs 20,730 crore, an
increase of 14.2% over the previous year while it achieved a compounded growth rate of 20% over the
past five years in marketing its Amul brand of milk and milk products. "We have achieved volume sales
growth in all product categories.
 The consumer product line has grown by 21% especially in the beverages, small milk powder pouches
and ice-cream," Amul’s managing director RS Sodhi told ET.

 He added, though, that the company suffered a 77% drop in revenue in sale of bulk commodities. The
total turnover of the Amul group, owned by close to 32 lakh farmers from 17 district cooperatives,
including sale of liquid milk by member unions, other dairy products and cattle feed in their respective
districts, is estimated at almost Rs 29,000 crore, Sodhi said.

 The cooperative dairy, which processes 154 lakh litres of milk procured from Gujarat and other states
daily, is focusing on expanding its plant capacity by 14% to process 175 lakh litres of milk per day.

 "With the current expansion in setting greenfield projects and expanding existing units, we should
achieve a turnover of Rs 25,000 crore (for Amul brand) in 2017," said Sodhi.

 The dairy cooperative is expanding the market for liquid milk under the Amul brand in new markets
while it is pushing the sales of value-added products to earn higher margins.To expand its export market,
which slumped by 53% to Rs 250 crore in 2017,

DIGITAL TRENDS

 Amul has engaged Ahmedabad-based firm Infibeam to develop the application. Infibeam will also be
responsible for last-mile connectivity. Sodhi said that once a customer places an order through the
app, Infibeam will arrange for the product to be picked up directly from the distributor and delivered to
the customer.
 Amul share of online sales in its overall volume is negligible at less than one per cent of its turnover. For
that matter, Amul has not tasted success with modern trade either, which contributes just about 7% of its
overall sales,
 Senior officials in the federation pointed out that modern retail itself has seen ups and downs in recent
times with several major retailers closing down outlets that were not profitable.

 Amul, however, has tried its hands at different modes of reaching out to its consumer even in the
Nineties.Amul had tried to connect with the consumer directly, albeit through e-mails then.

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 One could send an e-mail to Amul ordering products (a minimum value of Rs 200 or so), and the mails
would be distributed across Amul's branches who would then organise for delivery through the
distributor.

 The move, definitely ahead of its time, did not see much traction then as internet penetration was low at
the time.

 Distributor margin is currently around 3.5- 5%. The question, however, is whether the app model will
work for low margin products like liquid milk, which is the most bought item by any household. Liquid
milk comprised Rs 1,100 crore of Amul's Rs 2,300 crore turnover last month.
 The success of the mobile application, however, could help Amul achieve its ambitious target of a
turnover of Rs 30,000 crore by 2017-18. The dairy major clocked a turnover of Rs 23,000 crore in
FY16, and the cooperative has grown by 187% in the past six years, which implies a cumulative average
growth rate of 19.2% during the period.

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 MIS
Management information systems refer to the practice of integrating computer systems, hardware, and software
used to meet an organization’s strategic goals.

A MIS provides companies with four different types of information: descriptive, diagnostic, predictive
and prescriptive.
A MIS has become very important in the areas of strategic support, data processing, and managing by
objectives. Because a MIS provides enormous amounts of information, many companies think they
make great investments.
This holds true only if the information gained from the MIS generates a change in a company’s harmful
behavior
BY KENNETH HAMLETT

Management Information Systems IN AMUL

AMUL federation has now integrated its countrywide operations through successful implementation of the
"Enterprise-wide Integrated Application System".

They believe that introduction of similar integrated ERP systems at their Member Unions will help us
ensure that the IT revolution serves their members better.
Their Federation is among the Top 100 IT Users in the country. Currently, there are more than 3,000
computers installed in our village societies, which support the Automated Milk Collection System.
Their goal is to install computers in all our village societies and to integrate them with their respective
unions.
On the market side, our distributors have responded enthusiastically to our suggestion of computerizing
their operations and getting email connectivity for better communication with our sales offices.
Their distributors can now place their orders on our internet website www.Amulb2b.com. They continue
to receive a good consumer response to our website www.Amul.com that is noted for its distinct features
like cyber store for ice cream and other milk products, cricket rankings and the recently launched e-
greetings site.
TQM:-

For our distributors, the TQM movement is evident in Amul Quality Circles.

We have trained our entire field sales force in the required Strategic Facilitation skills equipping them
with a sharper business perspective,
which takes into account the complexities of changing market dynamics.

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OBJECTIVE OF THE STUDY

TYPE OF INFORMATION
SOURCE OF INFORMATION
CATEGORIZING INFORMATION SYSTEMS – DATA AND MODEL ORIENTED
CATEGORIZE AS COMPONENTS OF INFORMATION SYSTEM AND MODERN DECISION
SUPPORT SYSTEM
EXAMINE CURRENT SATUS OF COMPANIES INTERNAL INFORMATION SYSTEM
EXAMINE CURRENT STATUS OF COMPANIES EXTERNAL INFORMATION SYSTEM

TYPES OF INFORMATION

Descriptive Information

Descriptive information provided by a MIS gives a company the “what is” state of the business. Descriptive, or
“what is” information, provides the business with pertinent information that captures a specific moment during
the company’s operation. Examples of “what is” information include sales reports, financial reports, production
reports, shipping, and receiving reports and customer service reports.

Amul has planned rapid expansion across its entire value chain. With increased milk procurement,
Amul’s processing capacities across all member unions has also been enhanced from 170 lakh litres per
day to 232 lakh litres daily in the last three years.
AMUL SALE REPORT

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Amul FY17 sales jump 17.5% to Rs 27,043 crore

The Gujarat Cooperative Milk Marketing Federation (GCMMF), which markets the popular Amul brand of
milk and dairy products, has clocked a turnover of Rs 27,043 crore in fiscal 2017, an increase of 17.5 per cent
over the previous year.
The Gujarat Cooperative Milk Marketing Federation (GCMMF) is targeting a turnover of Rs 50,000 crore by
2020 by aggressively marketing its products under the iconic Amul brand, with the tagline, ‘The Taste of India’.
As per latest report by IFCN (International Farm Comparison Network - a leading, global dairy knowledge
organization) AMUL ranks 9th among the Large milk processors of the world. Just seven years back (in 2011),
Amul was ranked 18th in the list of top global dairy organizations. This has been the fastest rise by any top-
ranking dairy organizations across the globe. Other top-ranked dairy organizations in the list are multinationals
operating in multiple countries, while Amul operates primarily in India.

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FINANCIAL REPORT

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PRODUCTION
Currently, Amul products are available at more than a million retail outlets through its network of over 10,000
distributors. It has 60 depots with dry, cold, and frozen warehouses to buffer inventory of the entire range of
products.
 It also has the largest cold chain network with 18,000 refrigerators as compared to any other company in
India. In this business of “cow to consumer”,

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  Amul has so far connected 35 lakh milk-producing farmers in Gujarat through 12,000 villager
cooperative societi

Diagnostic Information

A MIS also provides companies with diagnostic information. Think of this type of information in terms of an
automobile checkup. When a vehicle has a mechanical issue, often it gets a diagnostic checkup to determine the
problem. A MIS provides the same type of diagnostic or “what is wrong” information.. For example, a shipment
report indicates how many units of product “X” shipped (descriptive information) but the key performance
indicator report indicates that shipments have fallen below target levels (diagnostic information).

FUTURE PROBLEMS OF AMUL

With rising disposable incomes, there is growing demand for milk and milk products.

To meet this, we need to expand our network of dairy farmers rapidly.

The challenge is to get the next generation of dairy farmers interested in this occupation.

Children of dairy farmers are educated and do not want to get up early in the morning to take out milk
and repeat the process in the evening all days of the year, with no holidays.

They prefer employment in factories with a fixed pay and holidays.

To get them to work for us is the biggest challenge.

HOW THEY MEET THE PROBLEMS

High remunerative milk procurement price to farmers has helped us win back their interest in milk
production. We are also helping the next generation to get into commercial and scientific dairy farming.

We are also providing training to farmers about advanced technology used in breeding and healthcare

Predictive Information

As indicated by its name, predictive information provides companies with “what if” scenario analysis.
Predictive information generated by a MIS doesn’t always answer “what if” but it does provide companies with
information to help determine future scenarios based on current information. Examples of predictive
information include: What will sales look like next quarter? Should we increase the forecast for this line? Will
prices stabilize next year

FUTURE MISSION

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 The Gujarat Cooperative Milk Marketing Federation (GCMMF) is targeting a turnover of Rs 50,000
crore by 2020 by aggressively marketing its products under the iconic Amul brand, with the tagline,
‘The Taste of India’.

Prescriptive Information

Prescriptive information answers the question “what should be done.” After the predictive information provides
a company with the “what if” scenario and the diagnostic information provides the “what is wrong”
information, the predictive information leads the company in the direction to make an informed decision.
Although predictive information does not provide the answer to “what if” or “what is wrong” information, it
does give the company the information required to make a decision based on the company’s goals and strategic
objectives.

WHAT SHOULD BE DONE

DIVERSIFY PORTFOLIO OF PRODUCTS

INCRESASE THE PRODUCTION MILK PROCUREENT

PUSH UP THE CHOLCLATE BRAND IN MARKET

INSTALL MORE MILK TOKEN SERVICES

SOURCE OF INFORMATION

FISCAL YEAR 2017-18

ANNUAK REPORT OF 2016-17

AMULB2B.COM

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 CATEGORIZE AS COMPONENETS OF INFORMATION SYSTEM AND MODERN DECISION
SUPPORT SYSTEM

ROLE OF MIS IN STRATEGIC PLANNING OF AMUL

If opinion makers need one concrete example to showcase the positive impact IT can have on rural
India, they only need to take a look at Amul.
From using automated milk collection centers, to making IT literacy compulsory for its employees,
Amul leaves no stone unturned in promoting its IT initiatives. Srikanth R P reports on how Amul is truly
rural India flag bearer in the IT revolution.
The term, ‘Digital Divide,’ has always fascinated the Indian IT industry. Both the government and social
organizations from the private sector have launched various schemes to take ‘IT to the masses’.
It has always been argued that India’s rural population—which accounts for more than 70 percent of the
total population—can be uplifted with the help of IT.
And if rural India or the government needs a poster boy who could inspire organisations to strategies
operations with the help of IT— it has to be Amul. No other Indian brand comes close to it.
IT has played a critical role in the development of the Amul brand.
The logistics behind the co-ordination of approximately six million litres of milk per day from about
10,675 separate village co-operative societies throughout Gujarat, and storing, processing and producing
of milk products at the 12 district dairy societies, is carried out with military-like precision.
ROLE OF MIS IN MANAGERIAL CONTROL

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 Skills Consulting & Training Company, providing tailored made programs in several areas in business,
management, finance, account, and we are the only training group deliver a maritime courses in Kuwait.
Our mission is to be number one in Kuwait in providing maritime and management courses.
Skills Company is small company and part of big group, in this company, there are two small
departments managed by the general manager. As below:
From the above diagram, we can see the company have small number of staff and missing some
important departments.
This is affect the work in positive way because of Free flow of information between staff , it is easy for
us to contact each other any time, any where , visit and set with the manager any time to get quick
approval or disapproval or to discuss any issue related to work..
The management style is decentralized; employee input is valuable and ideas taken seriously. Ideas
generation and basic change is originating from the bottom to the top.

ROLE OF MIS IN OPEATION CONTROL OF AMUL

The terms Management Information System (MIS), information system, Enterprise Resource Planning (ERP),
and information technology management are often confused. Information systems and MIS are broader
categories that include ERP.

Information technology management concerns the operation and organization of information

technology resources independent of their purpose.
Most management information systems specialize in particular commercial and industrial sectors,
aspects of the enterprise, or management substructure.
The amul industry heve selected various concepts and models of MIS for its operation control are as
follows:-
Management information systems (MIS), produce fixed, regularly scheduled reports based on data extracted
and summarized from the firm’s underlying transaction processing systemsto middle and operational level
managers to identify and inform structured and semi-structured decision problems.

Decision Support Systems (DSS) are computer program applications used by middle and higher management
to compile information from a wide range of sources to support problem solving and decision making.DSS is
majorly used for semi-structured and unstructured decision problems.

Executive Information Systems (EIS) is a reporting tool that provides quick access to summarized reports
coming from all company levels and departments such as accounting, human resources and operations.

Marketing Information Systems (MIS) are Management Information Systems designed specifically for
managing the marketing aspects of the business.

Office Automation Systems (OAS) support communication and productivity in the enterprise by automating
work flow and eliminating bottlenecks. OAS may be implemented at any and all levels of management.

School Information Management Systems (SIMS) cover school administration,and often including teaching
and learning materials.

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Enterprise Resource Planning (ERP) facilitates the flow of information between all business functions inside the
boundaries of the organization and manage the connections to outside stakeholders.

EXAMINE CURRENT STATUS OF COMPANIES INTERNAL INFORMATIOM SYSTEM

Institute of ManagementAhmedabad supplemented

 Amul’sIT strategy by providing an application software Dairy InformationSystem Kiosk(DISK) to

facilitate data analysis and decision supportin improving milk collection.
 The kiosk would also contain an extensive database on the history of
cattle owned by the farmers, medical history of the cattle,reproductive cycle and history of diseases.
 Farmers can have access to information related to milk production,including best practices in breeding
and rearing cattle.
 As a large amount of detailed history on milk production is availablein the database, the system can
be used to forecast milk collection andmonitor the produce from individual sellers.

Shift process
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  The company zeroed in on ERP as means to keep pace with dynamically changing business
environment.

 TCS was hired to guide them in its implementation.

 The project was named as Enterprise wise integrated application system (EIAS)
IMPLEMENTATION

 Amul start implementation of ERP in phases.

 Automatic milk collection system units(AMCUS) at village society

 Were installed in the first phase to automate milk production logistics.

AMCUS facilities to capture member information, milk fat content, volume collected, and amount payable to
each member electronically.

THE CHANNEL NETWORK

 Procurement channel- upstream flow

 Distribution channel- downstream flow

Procurement

 Activities at the village level comprised developing and servicing the VCSs.

 Increasing milk collection, procuring milk, and transporting it to the chilling and processing units twice
a day.

 The VCSs provided the farmers with good quality animal feed, fodder, and other services like veterinary
first aid.

PROCURNMENT CHANNEL
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  On an average around thousand farmers come to sell milk at their local co-operative milk collection
center.

 Each farmer has been given a plastic card for identification.

 At the milk collection counter, the farmer drops the card into a box and the identification number is
transmitted to a personal computer attached to the machine.

 The milk is then weighed and the fat content of the milk is measured by an electronic fat testing
machine.

 Both these details are recorded in the PC. The computer then calculates the amount due to farmer on the
basis of the fat content.

 The value of the milk is then printed out on a slip and handed over to farmer who collects the payment at
adjacent window.

EXAMINE CURRENT STATUS OF COMPANIES EXTERNAL INFORMATION SYSTEM

 GEOGRAPHICAL INFORMAION SYSTEM

Geographic segmentation

Under these variables, GCMMF has divided market into different geographic units suchas region, states, cities
etc. GCMMF sells its products by geographic segment action likei n t h e n o r t h w h e r e p r o d u c t i o n o f
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m i l k i s v e r y h i g h t h e s a l e o f A m u l ’ s p r o d u c t i s n o t much. But in the western region it is high.
GCMMF identifies this kind of variables anddeals with it

INTERNET SERVICES

Amul use transparent network of distribution in online. In this the growth is depend on their automatic milk
procurement which provide both online and offline services

 They made extensive use of the web to find information that fit their unique requirement. Even though they find
it a major source of information for their operation, it takes good skills to locate the information desired.
 One of the common complaints is the amount of time it takes to utilize the Internet effectively and the lack of
depth of information

AMUL NETWORK SERVICE PROVIDE BY ONLINE

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  CONCLUSION

Amul has given a new dimension to marketing. It showed that a democratically owned and
managed farmer organization can successfully develop national market, but by doing this Amul provided
virtually guaranteed marketing service to the milk producer at his d o o r s t e p .
A m u l h a s d i s p l a ye d d yn a m i c i n i t i a t i v e a t a t i m e w h e n i t s m u l t i n a t i o n a l competitors were
merely content to use depreciated machinery.

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 INTRODUCTION TO THE CONCEPT

Marketing Mix: Meaning

The marketing mix refers to the set of actions, or tactics, that a company uses to promote its brand or
product in the market. The 4Ps make up a typical marketing mix viz, Product, Price, Place and Promotion.

However, nowadays, the marketing mix increasingly includes several other Ps like Packaging, Positioning,
People and even Politics as vital mix elements.All the elements of the marketing mix influence each other.
They make up the business plan for a company and handled right, can give it great success. But handled
wrong and the business could take years to recover. The marketing mix needs a lot of understanding,
market research and consultation with several people, from users to trade to manufacturing and several
others.

The 7Ps:

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 Element Meaning Components
Product Product means the goods-and-  Product Component
services combination the Model
company offers to the target  Product Life Cycle
market.  Product Mix
Price Price is the amount the  Market penetration
consumer must exchange to pricing
receive the offering .  Market skimming pricing
 Neutral pricing

Place Place includes company

 Intensive distribution
4Ps

activities that make the product

 Exclusive distribution
available to target consumers.
 Selective distribution

 Franchising

Promotion Promotion includes all of the

 Sales Organization
activities marketers undertake
 Public Relations
to inform consumers about their
products and to encourage  Advertising
potential customers to buy these
 Sales Promotion
products.

People Group of individuals with  Employees

ExtendedPs

common objective working  Management

together for individual and  Culture
group interest.  Customer Service

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Process A series of actions or steps taken  Service Industry
in order to achieve a particular  Consumer Way Of
end. Availing Services

Physical The elements of marketingmix  Interface

Evidence which customers can actually  Comfort
see or experience when they use  Facilities
a service, and which contribute
to the perceived quality of the
service

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 Marketing Mix
of
Amul - Anand Milk Union Limited

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MM of Amul

Amul is definitely an “Amoolya” brand. Amoolya in Sanskrit means something which is invaluable or
priceless. With a presence in almost every product which can be made by milk, Amul has won over hearts
along with market share to become a highly valued brand with an Indian origin. Amul was formed
because of a revolt of dairy farmers. And today, Amul is a brand against which companies want to
compete and come on top but the same is not being allowed by the smart minds in Amul. The reason
Amul is such a strongbrand is because of the marketingmix of Amul. Here is an in depth analysis of the
Marketing mix of Amul.

Product Strategy

Amul has a 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, AmulPaneer and AmulDahi 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

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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, Amulkool and its variants, Amul pro, Amul ice cream, AmulPaneer, AmulDahi, Amul Ghee, Amul Milk
powders, AmulNutramul, Amulmithai range, Amul mithai mate, Amul chocolates, Amul butter milk. Thus
the product portfolio of Amul considering its dairy origins is astounding. Amul
has variouscompetitors 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 competitiveadvantage over its competitors.

Price Strategy

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 Amul’s
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.

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Value For Many,Value For Money

Amul uses the Penetration pricing strategy to set prices in the market for its product.It introduces the
products at a lower rate to acquire market and also the best part of Amul is that it gives 80% of its profit
to the farmers an covers its Total Manufacturing and Distribution Cost in just 20%.It was a cooperative
movement started to help the farmers get better value of milk provided by them without being cheated.

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PRODUCT DESCRIPTION TARGET
CUSTOMER

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 For Major
cities as it is
costly.

For Overall
Market.

For major
cities.

For Overall
Market.Small
Pouch for
Rural places.

For Overall
Market.Small
Pouch for
Rural places.

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 For Overall
Market.Small
Pouch for
Rural places.

Place Strategy (Distribution)

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 distributionchannel 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 Amulshoppe’s which sell all products in the Amul product portfolio. The
distribution is as follows.

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 Amul • Gujarat

• Ahemedabad
• Mumbai
Agent • Delhi
• Chennai
• Kolkata

Distributor

Retailer

Customers

Thus there is a lot of transportation involved for all of Amul’s products. However, the distribution
channel of Amul ensures that the products reach every nook and corner of India.

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 – TheAmul girl. We would like to take this opportunity to

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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
SmitaPatil ad wherein Smitapatil 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 Amul’s 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.

Promotions Strategy

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 –

 TheAmul 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.

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 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 SmitaPatil ad wherein Smitapatil 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 Amul’s 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.

Tagline

Family
Branding

Advertising
Strategy

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Mission

In this head, we set our mission, goals, and objectives to analyze that what we are going to do and what
we will get through this act. So the organization has a mission in its record to achieve by the end of its
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advertising campaign. Amul focuses with a mission to help the Farmers of our Country with good and
stable form of life.

Money

As time is important in the advertisement but how you can ignore your budget. Money is also critical
decision while going for advertisement.Different media charge different cost. The Internet is cheap media
to advertise but everyone cannot use the internet in his advertisement strategy.TV is more costly but
effective media in the advertisement. Most of the companies reserve media budget separately.Every type
of media has different package for advertisement for example newspaper have so many packages for
advertisement and TV channels also have different budget packages.

Amul is having the world’s longest running campaign of Advertisement.It has saved much more fund in
maintain that similar image of brand and also by having the umbrella branding.

Message

The message is that idea, information, literature, and theme you want to communicate to your target
customer.The message will be decided according to the target customer because you will definitely only
transfer important information to your target audience but a trash.

The important thing to note here is that the message will be changed when you will change the source of
advertisement.Amul always keeps reflecting the scenario of the contemporary society to keep its brand
image innovative and updated with the similar message AMUL”The Taste Of India”

Media

Definitely, selection of media is the most important component in the advertisement. There are so many
media available for advertisement but selection is at the same time so much more critical.The decision of
media selection depends on the target market because the organization will first analyze how its target
market gets information about organization whether they are connected to the internet or through
traditional media like the newspaper.

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Use of media is also critical because of the money budget ant time budget. Different media charge
different cost in different time.

Amul maintains its Media Budget very firmly and it do not really enter a lot into the media advertisement
but they make sure to give answers when required.The Managing Director R.S.Sodhi makes several
tweets when required and also the advertisements over media are maintained by the company.

Measurement

Inadvertisement, we have to measure our advertising strategy that either we get the same return or not.

Amul always keeps a measure of the sales and the impact of the advertisements on their sales.They have
maintained the massive volume production with proper distribution and are now no.1 brand of their
kind.

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 Cooking Desserts HealthDrinks Breadspread Milk Drinks Powder
Milk

Amul Pure Ghee AmulIcecream Nutramul MagarineAmul AmulKool Amul Spray

Butter Milkshake Infant Milk
Food

Amul Cooking AmulShrikhand Amul Shakti Health Food Amul Life Nutramul Energy Amul Instant
Butter Drink Drink Full Cream
Powder

AmulMalaiPanner AmulMithaiGulabjamun Delicious Table Amulkool Sagar Skimmed

Flavoured bottled Milkpowder
Milk

Utterly Delicious Amul Chocolates AmulMasti Spiced SagarTea,Coffee

Pizza Buttermilk Whitener

MastiDahi AmulLassi AmulKoolThandai Amul Dairy

Whitener

AmulBhasundi

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 DIGITAL MARKETING

DISCUSSION OF E COMMERCE

The first thing that comes to our mind when we talk about eCommerce is that it is an online commercial or sales
transaction that takes place between the supplier and the customer. While the idea of the concept is right, there
are more specific factors involved that categorize eCommerce into six major types. Each of these types has
different features and attributes.

TYPES

 Business-to-Business (B2B)
 Business-to-Consumer (B2C)
 Consumer-to-Consumer (C2C)
 Consumer-to-Business (C2B)
 Business-to-Administration (B2A)
 Consumer-to-Administration (C2A)

Business-to-Business (B2B): This kind of eCommerce consists of all the electronic transactions and dealings
related to the goods and services. These basically are conducted between companies and include conventional
wholesalers and producers dealing with retailers.

Business-to-Consumer (B2C): The Business-to-Consumer eCommerce is related to the transactions and

relationship between businesses and the end customers. This is mainly to do with the retail eCommerce trade
that takes place online. With the inception of the internet, B2C eCommerce has evolved to a great extent.
Today, we find scores of electronic shopping sites and virtual stores on the web, that sell myriad products,
ranging from computers, fashion items to even necessities.
Consumer-to-Consumer (C2C): This consists of electronic transactions of products and services between two
customers. These are mainly conducted through a third party that provides an online platform for these
transactions. Sites, where old items are bought and sold, are examples of C2C eCommerce.

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Consumer-to-Business (C2B): In this, a complete reversal of the selling and buying process takes place. This
is very relevant for crowdsourcing projects. In this case, individuals make their items or services and sell them
to companies. Some examples are proposals for company site or logo, royalty free photographs, design elements
and so on.

Business-to-Administration (B2A): In this kind of eCommerce transaction, there are dealings between
companies and public administration. It encompasses different services, such as social security, fiscal measures,
legal documents, employment and so on.

Consumer-to-Administration (C2A): In this eCommerce model, electronic transactions are carried between
individuals and public administration. Some examples are distance learning, information sharing, electronic tax
filing, and so on.
The main objective of both the B2A and C2A types of eCommerce is to increase flexibility, efficiency, and
transparency in public administration.

ROLE OF ECOMMERCE IN AMUL ( THE MILK INDUSTRY)

Amul will jump to the next generation retailing of milk and milk products. The Gujarat Cooperative Milk
Marketing Federation (GCMMF) will sell its milk products through an exclusive digital platform provided by e-
commerce major Infibeam.com.

 “More and more consumers are shifting to e-commerce. We want to be present on all platforms. With
this digital platform, we will be able to sell even perishable product like milk online with same day
delivery. The platform will be up and running by October 1," R S Sodhi, managing director, GCMMF
told BusinessLine.

 Besides the liquid milk, the other products include curd, butter, cheese, cottage cheese among others.
Initially, the service will be made available only in Ahmedabad city.

 GCMMF executed an agreement with Ahmedabad-based Infibeam Incorporation to obtain online e-

commerce and mobile platform with integrated logistics framework for on-demand customer
purchase of Amul Products.

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  Amul would not need to make changes to its existing distribution network to meet the online demand.
Infibeam will take the order and pass on to an Amul distributor, who will arrange the quickest delivery.

 "Infibeam will make a special App for Amul and manage the logistics just the same as they do it for
any other products. All the products will be supplied through our distributors as per order," he added.
Amul already has presence across India with over 10,000 dealers and more than a million retail outlets.

 It is for the first time, Amul would sell its milk products through exclusive e-commerce platform. Some
of the Amul products are available on select e-commerce platform, but a full-fledged exclusive online
B2C segment is a first for Amul.

 Ahmedabad-based e-retailer, Infibeam is engaged in providing online retail services. The NSE-listed e-
commerce player offers cloud-based, modular, customisable and scalable technology platform, e-
commerce infrastructure and logistics support for a diverse universe of merchants, products and
services.

SEO ( ON AND OFF PAGE SEO)

 Search engine optimization refers to the employment of several strategies that make it easier for search
engines like Google to index your website and serve it up to people looking for the information it offers.
The result of SEO is organic traffic—visitors who come to your website by clicking on it in search
results. There are two types of SEO that help to improve your website’s ranking: on-page SEO and off-
page SEO

 On-page SEO describes the manipulations you make directly to a web page to facilitate higher ranking.
It involves optimizing the HTML code, content quality, and content structure. Off-page SEO refers to all
of the SEO practices that take place outside of your website such as backlinks, link relevancy, social
signals, and others.

Differences Between On-Page and Off-Page SEO

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  With on-page SEO you have full control, but with off-page SEO you do not. This is because backlinks,
social signals, reviews and its other factors rely on the behavior of others. On-page and off-page both
play their own unique role in improving your website’s ranking. A website with poor on-page SEO but
perfect off-page SEO won’t rank as well as a website that is fully optimized for both.
 Therefore, it is crucial to understand the key differences between the two SEO types that will help you
improve your website ranking.

On-Page SEO Ranking Factors

There are many characteristics of a web page that search engines consider when ranking. These characteristics
directly impact the search engine’s experience of crawling your page and the visitor’s experience of viewing

Page Quality

Now that search engine ranking accounts for user behavior associated with a page, the quality of your content is
crucial to your page ranking.

Keywords

Keywords are the search terms people type into search engines to find information and websites like yours.
Years ago, websites could win traffic by “keyword stuffing” or repeating important keywords multiple times on
a web page. Search engines now penalize for keyword stuffing, and can be easily detected when users quickly
exit a page because it didn’t meet their needs.
Make sure you produce quality content that contains the keywords you are trying to rank for and is relevant to
people searching those keywords. This will have more people clicking on your page and staying on your page,
which are additional on-page ranking factors.
Relevancy

Your content (all the pictures, images, and videos on your site) should be kept fresh and relevant not only to the
keywords you are targeting, but to the current time as well. If it’s March and your web page still features
Christmas sale information, you’re not helping your ranking. Try updating your web pages at least quarterly, if
not monthly.

Page Structure

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HTML tags are the most commonly skipped on-page SEO practices since they aren’t directly visible on the web
page. They are detected, however, by search engines. The easier it is for them to crawl your website and obtain
information about it, the more they can favor you in their ranking. For each of the below items, be sure to
include keywords and other information that indicate to search engines what the page is about:

• Alt Text: the text alternative of an image, so the search engine can understand what it is an image of. Proper
use of alt text in your images can also help you to rank on Google images.
• Title Tag: This is your page title, or <h1> tag, which should include keywords and reflect what the page is
about.
• Meta Description: This description appears below the URL on a search engine results page.
• Header Tags: you should organize your content into sections and subsections, and label these sections using
<h2> for subsections, <h3> for smaller subsections, and <h4> for even smaller sections.
Most content platforms automatically set up this HTML structure for you, when you highlight paragraph titles
and choose a label for them such as “large heading” or “subheading”.

Keep in mind that your title tag and meta description are visible to users, as the title is the name of the page that
appears on search engine results pages, and the meta description is the snippet that shows up underneath it. A
clear and concise description of the page makes users more likely to click on it, and more traffic means better
SEO.

URL Structure

An organized URL structure makes it easier for search engines to crawl from one page to another in your
website without hitting road blocks or crossing paths. It also makes for more efficient navigation for the user.
Make sure your URLs contain keywords and reflect the pages they point to, and also are organized with
navigation in mind. Not only does this help search engines to help you, but clean and clear URLs are also more
likely to be clicked by users.

Internal Linking

Internally linking related pages on your website is another factor for on-page SEO, as this too makes it easier
for search engines to crawl your site, and keeps users engaged longer.

Page Performance

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In addition to the quality of your content, the performance of your web page is also an on-page ranking factor. If
your page takes a long time to load or doesn’t render properly on mobile devices, users will get frustrated and
exit quickly without engaging. Search engines can detect this behavior and therefore use it as a page ranking
factor. To maximize your page load speed, be sure to:

• Optimize your images (for appropriate file size)

• Have a responsive website

There are additional on-page SEO practices such as outbound links and related keywords, but the above
practices are the essentials for getting started.As previously mentioned, unlike off-page SEO, the above factors
are in your control.

 Off-Page SEO

Search engines don’t rank websites entirely on the basis of their on-page optimization. In fact, there are several
more off-page factors that affect how search engines rank you when a user performs a search.

Backlinks

The most important off-page ranking factor with the biggest impact is backlinks pointing to your
website. Backlinks occur when other websites link back to yours. Backlinks from trusted sites are to search
engines a kind of endorsement for your content. Some of your content might get backlinked on its own. In many
cases, however, you’ll need to put in some effort. You can obtain backlinks by:

• Connecting your Facebook page to your website

• Submitting guest blogs to industry websites

• Joining review and directory sites

• Reaching out to influencers and bloggers

Domain Authority

Your domain authority is another off-page SEO factor that is less in your control. Domain authority helps
search engines determine how much they can trust you. It is affected by:

• How long you’ve had your domain name (the longer the better)
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• The history of the domain name (if it had a previous owner who did not comply with best practices, search
engines will see that history and take that into account).

• The number of referring domains

Search engines and organic traffic play a major role in your business growth, is because the majority of your
target audience uses a search engine to find you. Implementing both on-page and off-page SEO will help you to
get found by more potential customers.

Thrive Hive

ThriveHive combines human expertise and easy-to-use technology to make marketing easy and affordable for
businesses of any size. Whether you're looking to do it all yourself, have it off your plate entirely, or are
somewhere in between, ThriveHive eliminates the guesswork and maximizes your time so you can get back to
what's really important: running your business. Learn more about our services here:
https://thrivehive.com/advertising-services/

HOW SEO WILL BE APPLIED ON A PLACEMENT CONSULTANCY AGENCY

 Search engine optimisation (SEO) is tough for recruitment agencies. It’s so tough that even the experts
seem unable to offer anything beyond general advice.
 If you search for “SEO tips for recruitment agencies”, in the top five Google results you’ll find some
pretty good tipsfrom some pretty good sites. The strategies they suggest are sensible enough, but it’s the
sort of advice that could be applied to any site from any industry. There’s very little in there of specific
interest for those who run recruitment sites.
 It’s also worth bearing in mind that, at the time of writing, this site ranks in the top five Google results
for “SEO tips for recruitment agencies”. It’s a strange blog post on a Singapore directory site, rife with
formatting issues, spelling errors, and advice that’s so outdated it’s become downright inadvisable. For
example, it actively encourages you to submit to “article websites”, and at one point seems to encourage
setting up link farms

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  That such a low quality page ranks so highly for an enquiry into SEO for recruitment agencies suggests
that this is a topic that hasn’t yet been widely or adequately researched.
 In this post, I will attempt to answer the question – What does it take for a recruitment agency to rank
prominently in the search results?

 I will do this through assessing the sort of pages that currently rank prominently in Google. I will then
analyse, in greater depth, the page that currently occupies the top spot. Through seeing what
they’ve done right, you might be better placed to understand what you’ve been doing wrong.

6 SEO Tips for Recruitment Agencies

Recruitment websites should be designed to support the recruitment process by attracting more talent and
bringing more applications from candidates who are searching for new opportunities. However, having just
a nicely designed recruitment website is not enough.

 To make it work, you need to make sure your site is SEO friendly and can be found by Google and other
major search engines.

 It will help online users to find your site through browser searches and ultimately, improve your
conversions. Below you will find 6 useful tips that you should apply to your career site in order to boost
your online presence.

1. Do keyword research and optimise your website

You should begin your SEO strategy with researching keywords related to your services and jobs you offer;
find out whether people are searching for them and how competitive those keywords are.

 There is no point in targeting a keyword that you think is relevant for your business if nobody is
searching for these terms. When you have a list of your main key phrases make sure you apply them on
your website.
 Make sure you’re being smart with your keyword usage, however; do not overpower your website with
too many keywords in every piece of content because it will have the opposite effect and your site may
receive a spam penalty from Google.

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2. Update your recruitment website with new content

Google likes websites that are frequently updated with new, good quality content. Posting your current job
offers is a quick and easy way to add more relevant pages to your site.

 It might also help you rank better for industries and job titles you have available.
 Additionally, writing articles with targeted keywords is another way to keep your site fresh. It will also
attract more users and keep them active on the site for a longer period of time.

3. Define your user journey

This is an important aspect that many web owners forget or even aren’t aware of. Each website should have a
clearly defined user journey, which will help visitors navigate on the site.

4. Make sure your site is mobile friendly

It’s not just for users’ convenience that they are able to access your site from smartphones, currently Google
also checks whether your website is mobile friendly.

 If your career site is not responsive to devices of a smaller screen size, for example, if images are not
optimised, the font is too small or the buttons are not finger tap friendly, your site might be punished by
google

5. Be active on social media

Although social media does not have a direct impact on your career website ranking, this is a good channel for
Search Engine Marketing (SEM) strategy to attract new candidates to your job site and boost brand awareness.

 Make sure you do some analysis and decide which social platform works best for you and for the type of
messages you are sending.

 There is no need to post all your jobs on every social network but find the one that brings you visitors
who are more likely to apply for a job and then post them on this platform. Including hashtags, locations
and job titles usually works better. You might also consider investing on PPC campaigns in order to get
more followers and fans.

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6. Measure your career site performance

If you want to measure the success of your site, make sure your recruitment website has Google Analytics set
up.

 This tool provides an overview of your site performance. You can see when and where visitors access
your website and how they behave on your site.

 Google Analytics also shows you what pages they visit before they apply for jobs, if they are using
mobile devices and whether they are new or returning visitors. This information might be useful for your
marketing strategy and for further website improvements.

DIFFERENT MARKETING STRATEGIES

MARKETING STRATEGY DEFINITION :

Marketing strategy is used by different companies to collaborate with their consumers. It is also employed to
aware the customers about the features, specifications and benefits of company’s products. It is basically
focused on encouraging target population to buy those specific products and services. The marketing strategies
might be totally innovative or they can be previously tried or tested strategies.

Points to ponder for marketing

There are different types of marketing strategies available. You have to pick one as per your business
requirement. Before choosing the right marketing strategy for your business, consider following points.

1. Define the target population

Defining target population is main and necessary step in choosing your marketing strategy. It gives the proper
demographics which help in selecting the most appropriate marketing plan for your business.

2. Test your audience

Create a hypothetical process of buying to test your audience. Once you know the buying behavior of your
target audience, you can select more appropriate marketing strategy.

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3. Consider marketing strategies

Once you know the demographics; their knowledge, attitudes and behaviors. You can select more appropriate
marketing strategy.

4. Evaluate those strategies

Once you have considered the marketing strategies and found the applicable ones. Asses them, apply them and
evaluate them. This process must be for testing purposes and the most suitable and productive strategy must be
applied.

Types of marketing strategies

There are different types of marketing strategies available. Picking up a marketing strategy includes analyzing
the needs of your business, your target audience and specifications of your products.
The two main types of marketing strategy are:

 1. Business to business (B2B) marketing

 2. Business to consumer (B2C) marketing

The most common form of marketing is business to consumer (B2C) marketing. Let’s explore a bit more.

Following are the different types of marketing strategies available.

1. Paid advertising

This includes multiple approaches for marketing. It includes traditional approaches like TVCs and print media
advertising. Also, one of the most well-known marketing approach is internet marketing. It includes various
methods like PPC (Pay per click) and paid advertising.

2. Cause marketing

Cause marketing links the services and products of a company to a social cause or issue. It is also well known as
cause related marketing.

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3. Relationship marketing

This type of marketing is basically focused on customer building. Enhancing existing relationships with
customers and improving customer loyalty.

4. Undercover marketing

This type of marketing strategy focuses on marketing the product while customers remain unaware of the
marketing strategy. It is also known as stealth marketing.

5. Word of mouth

It totally relies on what impression you leave on people. It is traditionally the most important type of marketing
strategy. Being heard is important in business world. When you give quality services to customers, it is likely
that they’d promote you.

6. Internet marketing

It is also known as cloud marketing. It usually happens over the internet. All the marketing items are shared on
the internet and promoted on various platforms via multiple approaches.

7. Transactional marketing

Sales is particularly the most challenging work. Even for the largest retailers, selling is always tough especially
when there are high volume targets. However with the new marketing strategies, selling isn’t as difficult as it
was. In transactional marketing the retailers encourage customers to buy with shopping coupons, discounts and
huge events. It enhances the chances of sales and motivates the target audience to buy the promoted products.

8. Diversity marketing

It caters diverse audience by customizing and integrating different marketing strategies. It covers different
aspects like cultural, beliefs, attitudes, views and other specific needs.

Final Word

Marketing strategies have made it much easier to promote products and services. They also limit the strategy to
target audience ensuring the proper advancement of the business.

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Marketing strategy of Amul
Segmentation, targeting, positioning in the Marketing strategy of Amul

The segmentation of Amul is the mass population and in general, you will find peopleof all different age groups
and demography enjoying Amul products. This is because Amul is not only present in Ice cream, but also in
Milk, Butter, Cheese and other such products.

As it has a very deep product portfolio, it does not differentiate in its customers but uses a mass
marketing principle. And till date, this principle has worked very well for the marketing strategy of Amul.
Similarly, the target audience are the regular middle class people.

This is because higher end customers do have a lot of high end products as an alternative in ice cream.
However, for other products like Butter and cheese, both high end and low end customers are the target. In
terms of positioning, Amul has top of the mind positioning because it is the first brand which comes in mind
when talking of Ice cream, milk, cheese, butter or any other milk based products.

Competitive advantage in the Marketing strategy of Amul

There are two major competitive advantages of Amul over other brands. First and foremost is the supply chain.
Because of the large numbers of dairy suppliers,

 Amul has a tremendous strength and reliability in its supply chain. Hence it is able to produce such high
volumes.

 The second competitive advantage is the wide product portfolio due to which it can run Amul shoppe’s
and also have its products present in retail. The product portfolio is such that products like Butter and
Ice cream are cash cows for the company.

BCG Matrix in the Marketing strategy of Amul

When we plot the BCG matrix, Amul has certain products which are stars whereas others are cash cows. And in
fact, Amul chocolates are question marks because they have very low market share in a growing market.

 Amul ice cream and Amul butter can clearly be said to be a cash cow because they have very high
market share and the market in itself is growing with the increase in population.

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  On the other hand, Dairy products like Milk, buttermilk, cheese, lassi, amul kool etc have a
lot of direct and indirect competition in their niche.

 However, when compared with the same type of product, then Amul has a high market
share. Thus, these products are stars for Amul. Brand equity in the Marketing strategy of Amul

 Because of the excellent products, the top of the mind positioning, the fantastic distribution and supply
chain channels and finally the point of purchase branding and advertising of the Amul girl, Amul finds
itself in a very strong position where its brand equity is concerned.

 Amul brand is worth $3.2 billion as per the 2013 brand equity report. Furthermore, most analysts say
that Amul would have touched the $4 billion mark, but the dropping value of the rupee is what caused
the difference.

Competitive analysis in the Marketing strategy of Amul

Amul has some good competitors who have entered the market in the last decade and growing strong steadily.

 Most of these ice creams entered regionally but then held on to the regional market share. Thus, even
though individually these brands might not be a worthy adversary, combined and with their total net
aggregate, all of them together are giving a very tough competition to Amul.

 Some of these competitors are Kwality walls, Vadilal, Havmore, Dinshaws, Arun Ice cream, Baskin
Robbins, London dairy and others. Many of these ice cream products have their own niche
or geographic targets. Arun ice cream is strong in the south whereas havmor and Vadilal are strong in
the west.

 Besides these organized players, there are many unorganised local players who also give competition to
Amul by having their own outlets and their own variants of ice cream. However, the competition in
Butter and Cheese and other dairy products is far lesser.

Market analysis in the Marketing strategy of Amul

The FMCG market is highly competitive in nature and is known to have a combination of organized players as
well as unorganized players.

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  Similarly, in FMCG, direct competition is equally important as indirect competition. For example –
During winters, ice cream and cold milk products will not sell, whereas butter and cheese will sell
equally well.

 But on the other hand, during summers the demand of ice cream shoots up so much so that companies
are not able to meet demands. Thus, when we analyse the market of Amul, in some cases Amul is the
clear market leader, whereas in other products it is a competitor in the market.

Customer analysis in the Marketing strategy of Amul

The typical customers of Amul belong to the Sec B and Sec C segment wherein they are either middle class or
lower class.

 Amul in general uses mass marketing and therefore it targets these 2 classes majorly. The high end
customers are more likely to prefer a Naturals, a Baskin robbins, or any other such brand which meets
their taste and status.

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 CONSUMER BEHAVIOUR

Introduction

Consumer behavior involves activities people undertake when obtaining, consuming of disposing of product
and services
Consumer behavior is referred to as the study of when, why, how, where and what people do or do not buy
products. It attempts to understand the buyer decision making process, both individually orgroups

 Buying behavior involves both individual ( psychological) and group process.

 Buyer behavior is reflected from awareness right through post purchase evaluation indicating
satisfaction and non satisfaction , from purchaser
 Buyer behavior includes communication, purchasing and consumption behavior
 Consumer behavior is basically social in nature hence the social factors play important roles in shaping
buying behavior

By Blackwell And Engel

Factors Influencing Consumer Behavior

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The marketers try to understand the actions of the consumers in the marketplace and the underlying motives for
such actions. These motives are the factors that influence the consumer behavior. These are:

Psychological Factors: The human psychology plays a crucial role in designing the consumer’s preferences
and likes or dislikes for a particular product and services. Some of the important psychological factors are:

 Motivation
 Perception
 Learning
 Attitudes and Beliefs
Social Factors: The human beings live in a complex social environment wherein they are surrounded by
several people who have different buying behaviors. Since the man is a social animal who likes to be acceptable
by all tries to imitate the behaviors that are socially acceptable. Hence, the social factors influence the buying
behavior of an individual to a great extent. Some of the social factors are:

 Family
 Reference Groups
 Roles and status
Cultural Factors: It is believed that an individual learns the set of values, perceptions, behaviors, and
preferences at a very early stage of his childhood from the people especially, the family and the other key
institutions which were around during his developmental stage. Thus, the behavioral patterns are developed
from the culture where he or she is brought up. Several cultural factors are:

 Culture
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 Subculture
 Social Class
Personal Factors: There are several factors personal to the individuals that influence their buying decisions.
Some of them are:

 Age
 Income
 Occupation
 Lifestyle
Economic Factors: The last but not the least is the economic factors which have a significant influence on the
buying decision of an individual. These are:

 Personal Income
 Family Income
 Income Expectations
 Consumer Credit
 Liquid Assets of the Consumer
 Savings
These are some of the underlying factors that influence the consumer behavior, and the marketer must keep
these in mind, so that appropriate strategic marketing decision is made.

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 CONSUMER BHEVIOUR IN AMUL

Amul is an Indian dairy cooperative, based at Anand in the state of Gujarat,India.The co-operative was
initially referred to as Anand milk federation union limited hence the nameAmul.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 inGujaratAmul spurred India's
white revolution, which made the country the world's largest producer of milk and milkproducts.

In the process Amul became the largest food brand in India and has ventured into marketsoverseas.

 GCMMF (AMUL) has the largest distribution network for any FMCG company. It has nearly
50 sales offices spread all over the country, more than 5,000 wholesale dealers and more than
7,00,000 retailers.

 Amul became the world's largest vegetarian cheese and the largest pouched-milkbrand.AMUL
is also the largest exporter of dairy products in the country. AMUL is available today in over 40
countrie

Consumer Behaviour and Buying Decisions

Successful marketing requires that companies fully connect with their customers.”Consumer Behaviour “is the
study of how individuals, groups, and organizations select, buy, use and dispose of goods, services, ideas, or
experiences to satisfy their needs and wants.

 The starting point for understanding consumer behaviour is the stimulus-response model. Marketing and
environmental stimuli enter the consumer’s consciousness and a set of psychological process combine
with certain consumer characteristics to result in decision process and purchase decisions.

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  Four key psychological processes are motivation, perception, learning and memory-fundamentally
influence consumer responses.

 In a country like India, milk is considered an important part of your diet .whether it is plain boiled milk
or your favourite cutting chai, milk is an item every Indian drinks. This physiologically motivates our
customer to find the need to buy milk. Amul is perceived as “the taste of India”, a brand which is trusted
by millions of Indians when it comes to milk.

 Learning induces change in a consumer’s behaviour arising from experience. Amul has proved itself
over the years to provide its customers with consistency in its products.

 Amul milk is known to be fresh and nutritious .Brand associations consist of all brand related thoughts,
feelings, perceptions, images, attitudes, that become linked to the brand. Brands like Amul( a brand
which is a year older than independent India ) stirred patriotic feelings and much later of course summed
up their brand as the Pride of India.

 The buyer decision process is a five stage process which consumers go through fromPre - purchase to
post - purchase. These stages are need recognition, information search, evaluation of alternatives,
purchase decision, and post-purchase behaviour.

 Need recognition: with an internal stimulus one of the person’s normal needs-hunger, thirst, sex-rise to a
threshold level and becomes a drive.

Objectives of Consumer Behaviour Analysis

The objectives of consumer behaviour analysis are mostly consumer researches are undertaken to find out the
attitudes of the consumer about a product.
 Their preferences, likes and dislikes which lead to the further modernization of the sales strategies by
the marketer.
 Researches can be conducted to find out the percentage of people using a certain product or facility (a
pager or mobile phone).
 Researchers may also like to know the types of consumers and their demographic characteristics for a
particular product.
 They may also like to experiment with new promotional campaigns, and since these campaigns require a
lot of expenditure, they may do researches to be sure of the campaign’s success, before the final launch
of the campaign.
 The decline in sales may require the marketer to conduct researches which can give a clue of the
changing consumer behaviour.
 The objective therefore, must be clearly set and followed strictly. Then only can we decide what type of
Research Design should be used. The researches can be quantitative or qualitative in nature.
Qualitative research design is undertaken to come up with new ideas, and in this design,brain storming tools and
other face to face techniques with experts are used. This is confined indoors, and is less expensive than the
quantitative research.

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Quantitative research design is used in the market place where we have to interview people, to find out the
number of persons using the product, or how frequently they use the product etc.

AMUL FIVE STAGES OF CONSUMER DECISION MAKING PROCESS

‘

Need Recognition: Milk is a daily consumption item which satiates a consumers hunger .

Information: By gathering information, the consumers learn about competing brands. Because of the excellent
products, the top of the mind positioning, the fantastic distribution and supply chain channels and finally the
point of purchase branding and advertising of the Amul girl, Amul finds itself in a very strong position where its
brand equity is concerned

Evaluation of alternative: Amul has a great competitive advantage over its competition brands Because of the
large numbers of dairy suppliers; Amul has a tremendous strength and reliability in its supply chain.
This makes it a very reliable brand in its consumer’s eyes. Not only its superior product quality, but also the fact
that it is easily available in most regions makes it an Indian favourite brand.

Purchase decision: In the evaluation stage, the consumer’s preferences among the brand in the choice set and
form an intention to buy the most preferred brand. In executing a purchase intention, the consumer may make
up to five subdivisions: brand, dealer, quantity timing and payment method.

 In India milk happens to be majorly bought by the women in the family. Amul being a brand love by all,
has formed a trusted milk brand image in the consumers mind. Like any FMCG company, Amul
concentrates on breaking the bulk it has an efficient supply chain with distributors and retailers all
throughout the country.
 Besides this, the company has exclusive Amul stores which sell all products of Amul brand. Thus, in the
marketing strategy of Amul, distribution is strength of the brand.
 A consumer can buy milk any times of the day, through various outlets, in quantities they require. Milk
is bought in all parts of the country; from every urban area to every small village. Amul is even a brand
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 which is economically priced.

Post purchase behaviour: After purchase, the consumer might experience dissonance from noticing certain
disquieting features. Marketing communications should supply beliefs and evaluations that re-in forces
consumer’s choice and help him or her feel good about the brand.

 Amul has had a record in content marketing for years. It is now becoming an example of customer
service on social media.
 The brand has proved that it is actually using social media for listening to its customers and solving their
queries on Face book. On tenth October,2014, a disgruntled customer posted pictures of Amul Gold
milk.
 The images within the post were scary and portrayed a very negative image of the brand. Within 4 days,
the brand had come out and explained itself on its Face book page.
 It alleviated the fears which was instilled in its customers and even gave detailed information which the
consumer wanted. This restored the brands positive image and brand loyalty.

SCOPE OF CONSUMER BEHAVIOUR

Everyone without exception is a consumer. So, the applicability of consumer behavior science is indeed
universal. The increase in population and the ever-expanding choices and freedom make the study of consumer
behavior a must for any marketing function.

Consumers consume food, clothing, shelter, transportation, education, equipment, vacation, necessities,
luxuries, services and even ideas. Consumers play a vital role in the growth of an economy

The purchase decisions of consumers alter the demand pattern for basic raw materials. They also influence
employment of workers and deployment of resources. They even determine the success of some industries and
failure of others.

Consumer behavior focuses on how individuals make decisions to spend their available resources on
consumption related items.

SCOPE OF AMUL
Customer behavior is an important element in the marketing and in amul. This customer behavior decides the
fate of the product and organization. There is various factors influence to the customer behavior. These factors
are

 Post purchase behavior,

 Reputation,

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  Product availability,
 Branding,
 Convenient

FUTURE EXPANSION OF AMUL

1. Amul Plans To Expand From Dairy Products, Now Moving On To Fruits And

Vegetables

Amul has become synonymous with two things, dairy products (now, who can forget Real Milk. Real Ice
Cream) and controversy. However, if all goes to plan they should be associated with something else in the
future -fruits and vegetables! No, you’re not hallucinating, and yes, I got my facts right.
 Along with your daily quota of milk and dairy products, Amul will now procure and sell fruits and
vegetables at their outlets.
 The Gujarat Co-operative Milk Marketing Federation (GCMMF) that markets dairy products under
brand Amul is seriously exploring the possibility of buying fresh vegetables and fruits directly from
farmers in the villages from where it procures milk on daily basis.
 For this, GCMMF has roped in the National Dairy Development Board (NDDB) to carry out the
technical evaluation of the project.
 To begin with, Amul is looking to start selling vegetables and fruits in Ahmedabad where it runs over
200 parlors.

 “On January 26, we had signed a MoU with Gujarat government to help farmers get a better price for
their agri produce,” said R S Sodhi, managing director of GCMMF.
 Amul may replicate the Delhi model of Safal that is engaged in retailing of fresh fruits and vegetables
along with value-added products, he said. Safal, the fruit, and vegetable arm of Mother Dairy, a
subsidiary of NDDB was the first company to organize the fruits and vegetable business in the country.
 The proposal came up for discussion during the recent board meeting of GCMMF in which chairman of
all the 17 district dairy unions of Gujarat who are member unions of the federation had participated at
Palanpur.

 “We are studying the procedure on how to start procurement and marketing of different vegetables
including tomatoes, cauliflowers, brinjals, onions among others,” GCMMF’s chairman Jetha Patel told
TOI
 “If we succeed in our study, the vegetables will be marketed under brand Amul and will be procured by
our member unions,” he said, adding that the federation officials have been asked to carry out enterprise
study and give their report.
 “This will not only benefit the vegetable producers but also benefit consumers as the role played by
middlemen will get eliminated. Producers dealing in horticulture will get a better price while consumers
will get the agri produce at an affordable price with trusted brand name of Amul,” he said.

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2. Amul plans innovative programmes to make dairy industry

Amul is launching innovative programmes like the "cow to consumer" to make the dairy sector "contemporarily
cool" and commercially viable for today's youth who are moving to cities and reluctant to join the milk industry

3. Amul eyes near Rs 50,000-cr group turnover in fiscal 2018-19; to grow at 20%, says MD R S Sodhi

Dairy co-operative Amul is aiming to grow at 20 percent this financial year, to touch a group turnover of close
to Rs 50,000 crore, on the back of growing consumer portfolio, premiumisation and rising demand, a top
company official said.

"The Amul brand, which clocked a turnover of over Rs 40,000 crore last financial year, will grow at 20 percent
this year,

4, Amul targets premium ice creams in the south, plans to take on rivals

A day after Hindustan Unilever (HUL) announced it was acquiring ‘Adityaa Milk’ ice cream and frozen
desserts business, rival Gujarat Co-operative Milk Marketing Federation (GCMMF), the maker of
the Amul brand of ice creams, said it would drive more premium products in the south.

GCMMF’s Managing Director R S Sodhi said the plan was to push more innovations (in terms of flavours)
under its Epic range of premium ice creams in the south, where local labels such as Arun Ice creams in Tamil
Nadu and Heritage in Andhra Pradesh and Telangana are strong.

Objective Of The Study

 To find out the consumer satisfaction of AmulProducts

 To find out the factors influencing the consumption of milk by consumers

ofmilk

 To find out awareness level of people towards Amulproducts.

 To find out advertisement effectiveness

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  To find out advertisement effectiveness and developing the marketing field
HERE ARE SOME OF GRAPHIC REPRESENTATION OF CONSUMER BEHAVIOUR TOWARDS AMUL
PRODUCTS

 Product of Amul using by most

CONSUMER MOST FAVOURED PRODUCT

45
40
35
30
PERCENTAGE

25
20
15
10
5
0
ICE MILK MILK
BUTT CHEES SHRIK PANN
MILK CREA GHEE DAHI KOOL BUTT KHOA POW
ER E HAND IER
M ER DER
Series 1 42.5 25 16.67 5 3.33 1.67 3.33 1.67 0.883 3.33 0.83 0.83

As the graph say most of consumer prefer and use is milk and butter and ice cream they have a 55 % of market share in
market.

 The main reason for increase the sale of the “AMUL PRODUCT”

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 AMUL MARKETING STRATEGY
50
45
40
35
PERCENTAGE

30
25
20
15
10
5
0
Effective
comparatively change in the quality of
advertisement other ideas
low price taste products
sysyem
Series 1 21.67 2.5 45.83 28.33 1.67

As above shows there effective ads and amul girl is one of there satrategy and
attraction towards consumer

 Satisfied with the quality of Amul Product

SATISFIED WITH AMUL QUALITY

5%

15% FULLY SATISFIED

45% SATISIED
NOT SATISFIED
35% BELOW TASTE

Most of user are satisfied with the products of amul large ratio of customer are
satisfied with 45% .

 Factor which affect the most

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 AMUL GOODWILL BASED ON
60

50

40
Axis Title

30

20

10

0
EASY
QUALITY BRAND IMAGE PRICE OTHERS IDEAS
AVAILABILITY
Series 1 52.5 30.83 4.17 10 2.5

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 CONCLUSION

Consumers were interested for quality or customer oriented product rather than having the brand image.
 Ice-cream, shrikhand, milk, butter ,Kool, lassi etc are consumed mostly because its quality good and
dairy product.
 Amul was the marketleader and local ice-cream vendors acquire the second position in terms market
share.
 So try to increase the advertisement and lack of availibity in the rural area is the main weakness for the
company.
 The brand awareness for Amul new products were very less in Khedbrahma compared to Himmatnagar
taluka.
 It is weakness for the company. In today time quality, price, availability is the major factors considered
for the customer while buying a particularbrand.

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BIBILOGRAPHY

WWW.AMULDAIRY.COM

WWW.AMUL.COM

WWW.SCRIB.COM

WWW.STANDARDBUSINESS.COM

WWW.THEECONOMICBUSINESS.COM

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