Project Comparison of Amul Milk and Mother Dairy Milk 15 March 2014 PDF

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COMPARATIVE ANALYSIS OF AMUL INDIA AND MOTHER DAIRY
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Acknowledgement
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Table of Contents
CHAPTER I - INTRODUCTION ......................................................................................................................... 5
1.1. SUMMARY: .................................................................................................................................... 5
1.2. OBJECTIVES OF THE STUDY: .......................................................................................................... 5
1.3. ABOUT THE PRODUCT: .................................................................................................................. 5
1.3.1. Product Specifications:.............................................................................................................. 5
1.3.2. Product Features, Application and Market Availability: ........................................................... 6
1.4. COMPANY PROFILE: ...................................................................................................................... 7
1.4.1. Mother Dairy: ............................................................................................................................ 7
1.4.2. Amul India: .............................................................................................................................. 12
CHAPTER - II ................................................................................................................................................ 19
2.1. PRODUCT EVOLUTION: ............................................................................................................... 19
2.1.1. Mother Dairy Milk ................................................................................................................... 19
2.1.2. Amul Milk ................................................................................................................................ 19
2.2. DETAIL OF THE MARKET .............................................................................................................. 20
2.2.1. Mother Dairy: .......................................................................................................................... 20
2.2.2. Amul Milk ................................................................................................................................ 22
2.3. COMPARISON OF SELLING PREPOSITIONS.................................................................................. 23
2.3.1. Product: ................................................................................................................................... 23
2.3.2. Price ........................................................................................................................................ 23
2.3.3. Place ........................................................................................................................................ 24
2.3.4. Promotion: .............................................................................................................................. 24
2.4. POSITIONING MAP: ..................................................................................................................... 25
CHAPTER - III ............................................................................................................................................... 27
3.1. HYPOTHESIS ................................................................................................................................ 27
3.2. SELECTION OF SAMPLE ............................................................................................................... 27
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3.2.1. Data Analysis ........................................................................................................................... 28
CHAPTER - IV ............................................................................................................................................... 42
4.1. CONCLUSION:.............................................................................................................................. 42
4.2. RECOMMENDATIONS.................................................................................................................. 42
4.3. LIMITATIONS: .............................................................................................................................. 43
REFERENCES ................................................................................................................................................ 44
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CHAPTER I - INTRODUCTION
1.1. SUMMARY:
This chapter describes the introduction to the project in terms of objectives of the study, company
profiles which have been selected to be compared and about the products:
Target Companies Amul India Mother Dairy
Selected Products Milk Milk
1.2. OBJECTIVES OF THE STUDY:

To perform the comparative analysis between Amul Milk and Mother Dairy Milk to understand
their marketing and positioning strategy
To study the current market position of Amul Milk and Mother Dairy Milk
To compare the marketing mix of Amul Milk and Mother Dairy Milk
1.3. ABOUT THE PRODUCT:
Amul India Mother Dairy
Company
Product Name Amul Gold Mother Dairy Milk
Pasteurized milk Amul milk meets Pasteurized milk, meets the PFA
Description the PFA standards for the standards for the respective type
respective type of milk. of milk
Poly Pack - 500ml, 1000ml, 5 Ltr * Poly Pack - 500ml, 1000ml
Packing
* In Selected markets only
1.3.1. Product Specifications:

Company Amul India Mother Dairy
FAT(%) 6.0 min FAT(%) 6.0 min
Composition
SNF (%)* 9.0 min SNF (%)* 9.0 min
Serving Size 200 ml 250 ml
Amount per 100 ml 110 ml
Energy 87 kcal 87 kcal
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Energy from FAT 54 kcal 54 kcal

Total FAT 6g 8g
Saturated FAT 3.7 g 3.9 g
Cholesterol 16 mg 16 mg
Total Carbohydrate 5.0 g 5.0 g
Added Sugar 0g 0g
Protein 3.3 g 3.0 g
Calcium 150 mg 150 mg
Phosphorus 130 mg 130 mg
Sodium 50 mg 50 mg
Thiamine 42 mcg 42 mcg
Riboflavin 120 mcg 120 mcg
Niacin 100 mcg 100 mcg
Folic Acid 7.5 mcg 7.5 mcg
Vit. A(Retinol) 65 mcg 65 mcg
*Approx. values
48 Hours from the date of packing if kept under refrigeration
Shelf Life
below 8C
Storage condition Under Refrigeration (Below 8C)
1.3.2. Product Features, Application and Market Availability:

Company Amul India Mother Dairy
Amul Milk is the most hygienic liquid
milk available in the market.
It is pasteurized in state-of-the-art Packed with energy and nutrition
processing plants and pouch-packed thats essential for growing kids. It
to make it conveniently available to makes them stronger from within
Product Features consumers. and keeps them active and healthy.
Direct consumption, Making of: Tea or Direct consumption, Making of: Tea
Coffee, Sweets, Khoa, Curd, or Coffee, Sweets, Khoa, Curd,
Application Buttermilk, Ghee Buttermilk, Ghee
Gujarat, Delhi & NCR, Mumbai,
Kolkata, Kanpur, Lucknow, Allahabad,
Agra, Meerut, Aligarh, Asansol,
Nagpur, Raipur, Indore, Bhopal, Jaipur,
Ajmer, Pushkar, Udaipur, Jodhpur, Pali Delhi, Mumbai, Saurashtra and
Market Availability , Pune, Nasi Hyderabad
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1.4. COMPANY PROFILE:
1.4.1. Mother Dairy:
Mother Dairy was set up in 1974 under the Operation Flood Program. A
wholly owned company of the National Dairy Development Board (NDDB),
Mother Dairy manufactures, markets & sells milk and milk products under
the Mother Dairy brand (Milk, Cultured Products, Ice Creams, Paneer and
Ghee), Dhara range of edible oils, Safal range of fresh Fruit & vegetables, Frozen Vegetables, Processed
Fruit & Vegetable Products, Fruit Pulps & Concentrates in bulk aseptic packaging and fruit juices at a
national level through its sales and distribution networks for marketing food items.
Mother Dairy sources significant part of its requirement of liquid milk from dairy cooperatives. Similarly,
Mother Dairy sources fruits and vegetables from farmers / growers associations. Mother Dairy also
contributes to the cause of oilseeds grower cooperatives that manufacture/ pack the Dhara range of
edible oils by undertaking to nationally market all Dhara products. It is Mother Dairys constant
endeavor to ensure that milk producers and farmers regularly and continually receive market prices by
offering quality milk, milk products and other food products to consumers at competitive prices and
uphold institutional structures that empower milk producers and farmers through processes that are
equitable.
At Mother Dairy, processing of milk is controlled by process automation whereby state-of-the-

art microprocessor technology is adopted to integrate and completely automate all functions of the milk
processing areas to ensure high product quality/ reliability and safety. Mother Dairy is an ISO 9001:2008
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(QMS), ISO 22000:2005 (FSMS) and ISO 14001:2004 (EMS) certified organization. Mother Dairy has
Certificate of Approval from Export Inspection Council of India also. Moreover, its Quality Assurance
Laboratory is certified by National Accreditation Board for Testing and Calibration Laboratory (NABL)-
Department of Science and Technology, Government of India.
Mother Dairy markets approximately 3.2 million liters of milk daily in the markets of Delhi,
Mumbai, Saurashtra and Hyderabad. Mother Dairy milk has a market share of 66% in the branded sector
in Delhi where it sells 2.5 million liters of milk daily and undertakes its marketing operations through
around 1400 retail outlets and over 1000 exclusive outlets of Mother Dairy.
The company derives significant competitive advantage from its unique distribution network of
bulk vending milk booths, retail outlets and mobile units. Mother Dairy ice creams launched in the year
1995 have shown continuous growth over the years and today boasts of approximately 62% market
share in Delhi and NCR. Mother Dairy also manufactures and markets a wide range of dairy products
that include Butter, Mishti Doi, Paneer, Dahi, Ghee, Cheese, UHT Milk, Probiotic Products, Lassi &
Flavored Milk and most of these products are available across the country.
Safal is the market leader in the organized fruit & vegetable retail business in Delhi NCR where it
sells an average of 300 MT/day through a network of 350+ exclusive retail outlets under brand name
Safal/ Safal Pure Veg, supported by a state-of-the-art large and ultramodern Central Distribution Facility
located in Delhi with an annual capacity to handle and process 2,00,000 MT of fresh fruits and
vegetables. Safal today operates the largest number of F&V Stores in Delhi NCR and has further
expansion plans in place. Retail Outlets are also present in Bangalore under the brand name Safal Daily
Fresh.
Safal has a prominent presence in Export market spread across 40 countries viz., USA, Europe,
Russia, Middle East, Asia and Africa and exports Fresh Fruits & Vegetables (Grapes, Banana, Gherkin,
Onion, etc.), Fruit Pulp & Concentrate, Frozen Fruits & Vegetables, etc. A state-of-the-art fruit
processing plant of fruit handling capacity of 15,000 MT annually, setup in 1996 at Mumbai supplies
quality products in the international market. With increasing demand another state-of-the-art fruit
processing plant has been set up at Bangalore with fruit handling capacity of around 50,000 MT
annually.
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The Dhara range of edible oils is marketed by Mother dairy. Today it is one of the leading brand of edible
oils and is available across the country in over 2, 00,000 outlets. The brand is known for its PURITY and
focuses on the indigenous oil. The brand is currently available in the following variants: Refined
Vegetable Oil, Refined Soybean Oil, Refined Sunflower Oil, Refined Rice Bran Oil, Kachi Ghani Mustard
Oil and Filtered Groundnut Oil.
Mother Dairy has over the past 3 decades, harnessed the power of farmer cooperatives to
deliver a range of delicious products and bring a smile on your face.
Vision - Provide quality food and beverages to consumers at affordable prices while ensuring fair returns
to the producers.
Mission - Mother Dairys heritage is intrinsically linked to the cooperative movement in India. With
determination & pride we will continue to serve our farmers, rural India & our consumers. Our values
reflect who we are & what we firmly believe in.
Quality:
Mother Dairy is committed to deliver products which
meet all regulatory, industrial, consumer Quality and
Food safety requirements to our valued consumers.
Our continuous efforts focused on building a
sustainable Quality and Food Safety Program
across food chain, using state of the art processes
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and innovative technologies towards delivering wide range of Dairy and Food products.
Our systems are designed to have process monitoring and controls at each stage of food chain towards
Continual Improvements. We, assure that our valued consumers are satisfied, each time they
experience our product.
We achieve this by,

Implementing robust Mother Dairy Management System, which is an Internal System,
developed to meet the all Process Requirements based on National & International Standards.
Implementing International Management System Standards (ISO)
Bench Marking, Best-In-Class requirements
Process Optimization : Constantly working on latest innovative Technologies
Capability Development across the Organization
Auditing & Assessments : Mother Dairy has established a frame work for Auditing &
Assessments of Complete Food Chain
Consumer Satisfaction
It is our endeavor to create a culture of Total Quality where continuous improvement of our people,
processes and products becomes a way of life. At Mother Dairy Innovation Centre, we have a dedicated
team of Scientists who are constantly collaborating international standards and best practices for
Quality & Food Safety in its products.
Product Quality:
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Product Portfolio:
Milk
Mother Dairy maintains stringent measures to ensure the quality and purity of the milk provided to its
consumers. Each batch of incoming and outgoing milk is subjected to 21 quality tests including presence
of foreign matter and bacteriological tests. The quality of milk accepted and dispatched meets certain
predetermined standards. The milk goes through various processes such as Clarification,
Homogenization, Standardization and Pasteurization, to ensure that it is safe for human consumption.
Our motive for following such strict quality measures is to ensure that there is no contamination while
processing or packaging. Mother Dairy promises its consumers that it will continue to produce products
of the highest quality standard. Its Dairy products are processed & packed in ISO certified plants & strict
controls are exercised by quality assurance department on all the plants. Most of our plants are certified
for FOOD SAFETY MANAGEMENT SYSTEM. Quality Assurance Laboratory at Mother Dairy Delhi is
certified by National Accreditation Board for Testing and Calibration Laboratory (NABL)-Department of
Science and Technology, Government of India. All the operations in our organization are manned by
qualified & highly experienced personnel.
We at Mother Dairy focus on motivated & hard working, well qualified & trained personnel in
front end as well as back end operations. The dedicated Field QA team ensures that the products
manufactured at the plant are handled properly once the products dispatched from manufacturing
units.
Fruit & Vegetable:

Quality of Safal Produce starts from the field itself. Mother Dairy Quality Assurance professionals
constantly provide technical support to Farmers during all stages of Supply chain (e.g. harvesting,
handling, transportation and storage).
We, at Mother Dairy Monitor and Control the produce quality during material receiving, processing and
finished product stage against Company Standards & Specifications. Our state of the art Manufacturing
Operations are certified for Quality Management System (ISO 9001: 2008) and Food Safety Management
System (ISO 22000: 2005). The Core purpose of Safal is to bring Fresh, Frozen and Processed Fruit &
Vegetable Quality products that form daily diet of the people.
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Edible Oil:
Dhara uses sophisticated quality assurance instruments such as GLC, GCMS, HPLC, HPTLC, Rancimat etc.
to ensure that Dhara oils are 100 % pure. The unique packaging material used for packing Dhara oil
variants is food grade to ensure that the oil packed in it remains hygienic and fresh.
1.4.2. Amul India:

Amul was started when milk became a symbol of protest. The company
Founded in 1946 to stop the exploitation by middlemen, inspired by the
freedom movement. The seeds of this unusual saga were sown more than
65 years back in Anand, a small town in the state of Gujarat in western
India. The exploitative trade practices followed by the local trade cartel
triggered off the cooperative movement. Angered by unfair and manipulative practices followed by the
trade, the farmers of the district approached the great Indian patriot Sardar Vallabhbhai Patel for a
solution. He advised them to get rid of middlemen and form their own co-operative, which would have
procurement, processing and marketing under their control.
In 1946, the farmers of this area went on a milk strike refusing to be cowed down by the cartel.
Under the inspiration of Sardar Patel, and the guidance of leaders like Morarji Desai and Tribhuvandas
Patel, they formed their own cooperative in 1946.
This co-operative, the Kaira District Co-operative Milk Producers Union Ltd. began with just two
village dairy co-operative societies and 247 liters of milk and is today better known as Amul Dairy. Amul
grew from strength to strength thanks to the inspired leadership of Tribhuvandas Patel, the founder
Chairman and the committed professionalism of Dr Verghese Kurien, who was entrusted the task of
running the dairy from 1950.
The then Prime Minister of India, Lal Bahadur Shastri decided that the same approach should
become the basis of a National Dairy Development policy. He understood that the success of Amul could
be attributed to four important factors. The farmers owned the dairy, their elected representatives
managed the village societies and the district union, a they employed professionals to operate the dairy
and manage its business. Most importantly, the co-operatives were sensitive to the needs of farmers
and responsive to their demands.
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At his instance in 1965 the National Dairy Development Board was set up with the basic
objective of replicating the Amul model. Dr. Kurien was chosen to head the institution as its Chairman
and asked to replicate this model throughout the country.
Business Model:
The Amul Model of dairy development is a three-
tiered structure with the dairy cooperative
societies at the village level federated under a
milk union at the district level and a federation of
member unions at the state level.
Establishment of a direct linkage between
milk producers and consumers by
eliminating middlemen
Milk Producers (farmers) control
procurement, processing and marketing
Professional management
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The Amul model has helped India to emerge as the largest milk producer in the world. More than 15
million milk producers pour their milk in 1, 44,246 dairy cooperative societies across the country. Their
milk is processed in 177 District Co-operative Unions and marketed by 22 State Marketing Federations,
ensuring a better life for millions.
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Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF), is India's largest food product
marketing organisation with annual turnover (2011-12) US$ 2.5 billion. Its daily milk procurement is
approx 13 million lit (peak period) per day from 16,117 village milk cooperative societies, 17 member
unions covering 24 districts, and 3.18 million milk producer members.
It is the Apex organisation of the Dairy Cooperatives of Gujarat, popularly known as 'AMUL',
which aims to provide remunerative returns to the farmers and also serve the interest of consumers by
providing quality products which are good value for money. Its success has not only been emulated in
India but serves as a model for rest of the World. It is exclusive marketing organisation
of 'Amul' and 'Sagar' branded products. It operates through 47 Sales Offices and has a dealer network of
5000 dealers and 10 lakh retailers, one of the largest such networks in India. Its product range comprises
milk, milk powder, health beverages, ghee, butter, cheese, Pizza cheese, Ice-cream, Paneer, chocolates,
and traditional Indian sweets, etc.
GCMMF is India's largest exporter of Dairy Products. It has been accorded a "Trading House"
status. Many of our products are available in USA, Gulf Countries, Singapore, The Philippines, Japan,
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China and Australia. GCMMF has received the APEDA Award from Government of India for Excellence in
Dairy Product Exports for the last 13 years. For the year 2009-10, GCMMF has been awarded "Golden
Trophy' for its outstanding export performance and contribution in dairy products sector by APEDA.
For its consistent adherence to quality, customer focus and dependability, GCMMF has received
numerous awards and accolades over the years. It received the Rajiv Gandhi National Quality Award
in1999 in Best of All Category. In 2002 GCMMF bagged India's Most Respected Company Award
instituted by Business World. In 2003, it was awarded the IMC Ramkrishna Bajaj National Quality Award
- 2003 for adopting noteworthy quality management practices for logistics and procurement. GCMMF is
the first and only Indian organisation to win topmost International Dairy Federation Marketing Award
for probiotic ice cream launch in 2007.
The Amul brand is not only a product, but also a movement. It is in one way, the representation
of the economic freedom of farmers. It has given farmers the courage to dream. To hope. To live.
GCMMF - An Overview
Year of Establishment 1973
17 District Cooperative Milk Producers' Unions (16
Members
Members & 1 Nominal Members)
No. of Producer Members 3.18 Million
No. of Village Societies 16,117
Total Milk handling capacity per day 13.67 Million liters per day
Milk Collection (Total - 2011-12) 3.88 billion liters
Milk collection (Daily Average 2011-12) 10.6 million liters (peak 13 million)
Milk Drying Capacity 647 Mts. per day
Cattle feed manufacturing Capacity 3690 Mts. per day
Sales Turnover -(2011-12) Rs. 11668 Crores (US $2.5 Billion)
Member Unions:
Kaira District Cooperative Milk Producers' Union Ltd., Anand
Mehsana District Cooperative Milk Producers' Union Ltd, Mehsana
Sabarkantha District Cooperative Milk Producers' Union Ltd., Himatnagar
Banaskantha District Cooperative Milk Producers' Union Ltd., Palanpur
Surat District Cooperative Milk Producers' Union Ltd., Surat
Baroda District Cooperative Milk Producers' Union Ltd., Vadodara
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Panchmahal District Cooperative Milk Producers' Union Ltd., Godhra

Valsad District Cooperative Milk Producers' Union Ltd., Valsad
Bharuch District Cooperative Milk Producers' Union Ltd., Bharuch
Ahmedabad District Cooperative Milk Producers' Union Ltd., Ahmedabad
Rajkot District Cooperative Milk Producers' Union Ltd., Rajkot
Gandhinagar District Cooperative Milk Producers' Union Ltd., Gandhinagar
Surendranagar District Cooperative Milk Producers' Union Ltd., Surendranagar
Amreli District Cooperative Milk Producers Union Ltd., Amreli
Bhavnagar District Cooperative Milk Producers Union Ltd., Bhavnagar
Kutch District Cooperative Milk Producers' Union Ltd., Anjar
Sales Turnover Rs (million) US $ (in million)
1994-95 11140 355

1995-96 13790 400
1996-97 15540 450
1997-98 18840 455
1998-99 22192 493
1999-00 22185 493
2000-01 22588 500
2001-02 23365 500
2002-03 27457 575
2003-04 28941 616
2004-05 29225 672
2005-06 37736 850
2006-07 42778 1050
2007-08 52554 1325
2008-09 67113 1504
2009-10 80053 1700
2010-11 97742 2172
2011-12 116680 2500
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Product Portfolio:
Breadspreads Amul Butter, Amul Lite, Delicious Table Margarine
Amul Pasteurized Processed Cheddar Cheese, Amul Processed

Cheese Spread, Amul Pizza (Mozarella) Cheese,Amul Emmental
Cheese Range
Cheese, Amul Gouda Cheese, Amul Malai Paneer (cottage cheese),
Utterly Delicious Pizza
Amul Gold Full Cream Milk 6% fat, Amul Shakti Standardised Milk
Fresh Milk 4.5% Fat, Amul Taaza Toned Milk 3% fat,Amul Slim & Trim, Amul
Cow Milk
Amul Gold 4.5% fat Milk, Amul Shakti 3% fat Milk, Amul Taaza 1.5%
UHT Milk Range
fat Milk, Amul Lite Slim-n-Trim Milk, Amul Fresh Cream
Amul Full Cream Milk Powder, Amulya Dairy Whitener, Sagar

Milk Powders Skimmed Milk Powder, Amulspray Infant Milk Food, Sagar Tea and
Coffee Whitener
Amul Kool Flavored Milk, Amul Kool Cafe, Amul Kool Koko,Amul
Milk Drink Kool Millk Shaake, Amul Kool Chocolate Milk,Nutramul Energy
Drink
Health Drink Stamina Instant Energy Drink
Brown Beverage Nutramul Malted Milk Food
Amul Milk (fresh curd), Amul Masti Spiced Butter Milk,Amul

Curd Products
Lassee, Amul Flaavyo Yoghurt
Pure Ghee Amul Pure Ghee, Sagar Pure Ghee
Sweetened Condensed Milk Amul Mithaimate
Amul Shrikhand, Amul Mithaee Gulabjamuns, Amul Basundi,Avsar

Mithaee Range (Ethnic Sweets)
Ladoos
Ice-cream Sundae Range, probiotic,,sugarfree and probiotic
Amul Milk Chocolate, Amul Fruit & Nut Chocolate, Amul Chocozoo,
Chocolate & Confectionery
Amul Bindass, Amul Fundoo
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CHAPTER - II
2.1. PRODUCT EVOLUTION:
2.1.1. Mother Dairy Milk

In this booming period Mother Dairy is looking to take advantage of the opportunities which are in
galore available for all milk manufacturers. Mother Dairy - Delhi was set up in 1974 under the Operation
Flood Program. It is now a subsidiary company of National Dairy Development Board (NDDB). Mother
Dairy sources its entire requirement of liquid milk from dairy cooperatives.
Mother Dairy milk (bulk vended) is fortified with vitamin A with 2000 IU per litre as social
accountability. This program started with the Mother Dairy, Delhi, in February 1980. Thereafter the dairy
continues this program on their own without having any financial assistance from the government since
it is felt that BVM is generally consumed by the middle/lower middle/poor population. It is found that
the dietary practices adopted by these classes are deficient in Vitamin A. Mother Dairy sources
significant part of its requirement of liquid milk from dairy cooperatives.
Processing of milk is controlled by process automation whereby state-of-the-art microprocessor

technology is adopted to integrate and completely automate all functions of the processing areas to
ensure high product quality, reliability and safety.
Mother Dairy markets approximately 4.8 million liters of milk daily in the markets of Delhi,
Mumbai, Saurashtra and Hyderabad. They have a market share of 66% in the branded sector in Delhi
where it sells 2.3 million liters of milk daily and undertakes its marketing operations through around
14,000 retail outlets and 845 exclusive outlets. As of April 2013, the dairy commands 71% and Amul
commands 29% of market.
2.1.2. Amul Milk

Amul has spurred the White Revolution of India, which has made India the largest producer of milk and
milk products in the world. Amul's genesis is linked to the freedom movement in India. Sardar Vallabh
bhai Patel, an eminent Indian freedom fighter encouraged the dairy farmers from the Kaira district in
Gujarat to form a cooperative to counter the 'exploitatively' low prices offered for their milk by the
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monopoly milk Supplier of the area, Polson's Dairy. The dairy farmers met in Samarkha (Kaira district,
Gujarat) on the 4th of January 1946, and decided to set up a milk producers' cooperative that would
deal directly with the Bombay government, the final buyer of their milk. This was the origin of the Anand
model. Initially, when the Bombay government refused to deal with the cooperative, the farmers called
a strike. The government finally relented when Bombay went without milk for a fortnight. The successful
union registered itself as the Kaira District Cooperative Milk Producers' Union Ltd. (KCMPUL), Anand, in
Gujarat in December 1946. And so did GCMMF and brand AMUL establish consequently. The main
motto of Amul is to help farmers i.e. Milk producers. Amul system works under objective of highest
possible compensation to the milk producers and lowest possible price to consumers. Farmer are paid
money in cash payment for the milk. Milk gives them money for the daily necessities. Amul is the one
who started using their profits for the milk producers common good.
Over the last five and a half decades, Dairy Cooperatives in Gujarat have created an economic
network that links more than 3.1 million village milk producers with millions of consumers in India.
These cooperatives collect on an average 9.4 million liters of milk per day from their producer members,
more than 70% of whom are small, marginal farmers and landless labourers and include a sizeable
population of tribal folk and people belonging to the scheduled castes. The turnover of GCMMF (AMUL)
during 201213 was 97.74 billion (US$1.77 billion). It markets the products, produced by the district
milk unions in 30 dairy plants.
2.2. DETAIL OF THE MARKET
2.2.1. Mother Dairy:

Mother dairy ensures milk availability across all the retail outlets through a control room set up at the
dairy premises. The control room is very vital for efficient distribution of milk to all the retail outlets. It
organizes distribution routes so that shops do not run out of milk. Each milk tanker is fitted with a
wireless set. As soon as the person in the control room learns that a shop is running out of milk,
he contacts the tanker nearest to the shop on wireless which then delivers the milk to the shop.
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Figure 2.1 Full Cream Milk Sales

Mother Dairy markets approximately 4.8 million liters of milk daily in the markets of Delhi, Mumbai,
Saurashtra and Hyderabad. They have a market share of 66% in the branded sector in Delhi where it
sells 2.3 million liters of milk daily and undertakes its marketing operations through around 14,000 retail
outlets and 845 exclusive outlets. As of April 2013, the dairy commands 71% and amul commands 29%
of market.
Figure 2.2 Tonned Milk Sales
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2.2.2. Amul Milk

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 700 000 retailers. Amul became
the world's largest vegetarian cheese and the largest pouched-milk brand. AMUL is also the largest
exporter of dairy products in the country. AMUL is available today in over 40 countries of the world.
AMUL is exporting a wide variety of products which include Whole and Skimmed Milk Powder, Cottage
Cheese (Paneer), UHT Milk, Clarified Butter (Ghee) and Indigenous Sweets. The major markets are USA,
West Indies, and countries in Africa, the Gulf Region, and SAARC neighbors, Singapore, The Philippines,
Thailand, Japan and China, and others such as Mauritius, Australia, Hong Kong and a few South African
countries.
Over the years Amul has been witnessing strong growth in this portfolio, with the segment
growing at 53%, as a result of growing consumer awareness and demand for good quality milk, the
urban population has especially been showing great interest in long life UHT products like Amul Taaza,
which are packed in Tetra Pak cartons, which undergoes UHT treatment to remove all harmful
microorganisms while retaining the nutrition in the milk. Today Amul sells around 4-500,000 liters of
UHT milk and other value added products per day and forecast this demand to continue growing at
25%.The UHT products have enabled Amul to position itself as the market leader in packaged milk
segment by penetrating the deeper and vast markets by maintaining long shelf life of milk, without the
need of maintain cold supply chains.
Amul has installed an "Any Time Milk" machine dispenses a 300-ml pouch of fresh milk for Rs 10,
at Anand's Amul Dairy. As a first step, Amul plans to install six such ATMs in Anand itself. According to
Rahul Kumar, MD of Amul Dairy, Amul wants to add a whole range of dairy products, which could be
dispensed through these machines.
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2.3. COMPARISON OF SELLING PREPOSITIONS

2.3.1. Product:
Amul Gold is Pasteurized milk and most
hygienic liquid milk available in the market.
Amul Gold is available in Poly Pack - 500ml,
1000ml, 5 Ltr
Amul Gold can be used for Tea or Coffee, Mother dairy full cream is wholesome and packed
Sweets, Khoa, Curd, Buttermilk, Ghee with energy and nutrition thats essential for growing
Amul Taaza is pasteurized milk and most kids It makes them stronger from within and keeps
hygienic liquid milk available in the market them active and healthy.
Amul Taaza is available in Poly Pack - 500ml, Mother Dairy Toned Milk is a perfect blend of good
1000ml, 200ml, 5 Ltr health and wholesome taste. Its an ideal choice for
It can be used for Direct consumption, people in search of a nutritionally balanced diet that
Making of: Tea or Coffee, Sweets, Khoa, Curd, does not compromise on taste. It is the right way to
Buttermilk, Ghee stay fit and fine, jolly and cheerful.
2.3.2. Price
At the time Amul was formed, consumers had

limited purchasing power, and modest consumption
levels of milk and other dairy products. Thus Amul
adopted a low-cost price strategy to make its
products affordable and attractive to consumers by
guaranteeing them value for money.
Amul's Taaza brand of toned milk that sold for Rs 34
now costs Rs 36. In early 2013, it was available for Rs Mother Dairy toned milk now costs Rs 36 per
24-26 per litre. Amul Gold, the full cream variant, liter
now costs Rs 46 over Rs 44. The rate in 2013 was Rs Mother Dairy, the full cream variant, now
34-36 per litre. costs Rs 46
23
24
2.3.3. Place
However, as far as other dairy products are
concerned, Mother Dairy plans to expand
across the board. Other than milk, for most
state federations, dairy products are still a
small part of their operations. So they are
taking their products to regions across India,
where they see enough market potential. In
ice creams, it was only two years ago that
Mother Dairy entered its first market outside
Delhi -UP and Punjab. Today, it's extended its
Currently Amul has 2.41 million producer members operation to Haryana, Jaipur, Mumbai and
with milk collection average of 5.08 million Kolkata as well. Next year, it plans to go south
liters/day. Besides India, Amul has entered overseas to Hyderabad and Bangalore. In the case of
markets such as Mauritius, UAE, USA, Bangladesh, butter and cheese, it's present across north
Australia, China, Singapore, Hong Kong and a few India, Mumbai and Kolkata, and has plans to
South African countries. Its bid to enter Japanese enter Bangalore by year-end. In UTH milk, it
market in 1994 had not succeeded, but now it has has entered Mumbai and the milk-short areas
fresh plans of flooding the Japanese markets. Other of West Bengal and north-east. For ghee,
potential markets being considered include Sri although the current focus is the northern
Lanka. region, it has plans for a nationwide presence.
2.3.4. Promotion:
Gujarat Co-operative Milk Marketing Federation On the marketing front, Mother Dairy says it's trying
(GCMMF) has launched a print and digital to take its product campaigns and communications
campaign for its brand Amul. to a higher platform. For instance, in the case of
Each ad of the campaign features a person with milk, the campaigns do not talk about the obvious
a milk moustache who Eats milk with every benefits - milk is good for health, it has calcium and
meal, and lists exaggerated benefits of doing so so on - but rather it targets children and are created
alongside nutritional benefits of Amul products. around ideas such as "The country needs you, grow
The characters depicted include a tennis player faster".
who wins doubles playing alone; a man who lifts
the car to change the tyre; an office geek who
hasnt taken sick leave in five years; and a young
woman who flaunts her out-of-the-shower look
24x7. Amuls dairy product range including milk,
butter, paneer, ice cream and ghee are
showcased.
24
25
Amul takes humour route, to say Eat milk

with every meal
2.4. POSITIONING MAP:
Figure 2.3 Positioning Map
The above figure 2.3 shows the positioning map of Amul and Mother Dairy. Amul has positioned it as a
slow perishable and high on purity comparative to other milk brands. On the second map, Amul has
positioned as high on taste and health. On the other hand, Mother Dairy has positioned as fast
25
26
perishable as compared to Amul however high on purity as compared to Amul. Mother Dairy is less
healthy and low on taste as compared to Amul.
26
27
CHAPTER - III
3.1. HYPOTHESIS
In order to test the competitiveness and marketing effectiveness of Amul and Mother Dairy, there are
the following hypothesis have been tested.
H1: Amul is most salable brand than Mother Dairy

H2: Amul is more preferable choice among consumers
3.2. SELECTION OF SAMPLE

The sampling method used was quota sampling with random selection. All eligible retailers selling Amul
and Mother Dairy milk during the study period were included in the study. Data collection was carried
out according to a schedule that was prepared. Data was collected from the identified areas in Delhi and
NCR regional alternate weeks. According to Saunders et al, 2003, the universal sampling is conducted by
defining the target universe or segment of the respondents in selected region.
Target Respondents: Retailers selling Amul and Mother Dairy Milk across Delhi and NCR
Sample Size: 100 surveys
Sampling Method: Random Sampling Method is used
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28
3.2.1. Data Analysis

Data analysis is the most important and critical part of the research. A robust analysis technique should
be adopted by the researcher to present the data effectively. Therefore with this view the research has
used Excel based graphs & tables and percentage method to analyze and represent the data.
Q1. Do you sell below products?
Figure 4.1
Figure 4.1 shows that 89% respondents replied yes that they sell Amul Milk however 90% respondents
replied yes that they sell Mother Dairy Milk.
Q2. How will you rate the quality of Amul Milk/ Mother Dairy Milk?
Excellent Good Average Poor
Amul Milk 31% 44% 19% 6%
Mother Dairy Milk 25% 43% 22% 10%
Figure 4.2
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29
Figure 4.2 shows that 31% respondents replied that Amul Milk has excellent quality however 25%
respondents replied that Mother Dairy Milk excellent quality, 44% respondents replied that Amul Milk is
good in terms of quality however 43% respondents replied that Mother Dairy Milk is good in terms of
quality
Q3. Which Milk brand is more demanding by the customer?

Amul Milk 64%
Mother Dairy Milk 36%
Figure 4.3
Figure 4.3 shows that 64% respondents replied that Amul Milk is more demanding by the customer
however 36% respondents replied that Mother Dairy Milk is more demanding by the customer
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30
Q4. How will you rate the packaging of Amul Milk/ Mother Dairy Milk in terms of safety and
attractiveness?
Amul Milk 30% 45% 22% 6%
Figure 4.4
Figure 4.4 shows that 30% respondents replied that Amul Milk has excellent packaging in terms of safety
and attractiveness however 33% respondents replied that Mother Dairy Milk has excellent packaging in
terms of safety and attractiveness. 42% respondents replied that Amul Milk has good packaging in terms
of safety and attractiveness however 46% respondents replied that Mother Dairy Milk has good
packaging in terms of safety and attractiveness.
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31
Q5. How will you rate the Amul Milk/ Mother Dairy Milk in terms of nutritive values?
Amul Milk 34% 40% 15% 11%
Figure 4.5
Figure 4.5 shows that 34% respondents replied that Amul Milk is excellent in terms of nutritive values
however 30% respondents replied that Mother Dairy Milk is excellent in terms of nutritive values. 40%
respondents replied that Amul Milk is good in terms of nutritive values however 49% respondents
replied that Mother Dairy Milk is good in terms of nutritive values.
31
32
Q6. How will you rate the Amul Milk/ Mother Dairy Milk in terms of taste?
Amul Milk 24% 43% 23% 10%
Figure 4.6
Figure 4.6 shows that 24% respondents replied that Amul Milk is excellent in terms of taste however
31% respondents replied that Mother Dairy Milk is excellent in terms of taste. 43% respondents replied
that Amul Milk is good in terms of taste however 45% respondents replied that Mother Dairy Milk is
good in terms of taste.
32
33
Q7. How will you rate the Amul Milk/ Mother Dairy Milk in terms of healthiness?
Amul Milk 28% 46% 21% 5%
Figure 4.7
Figure 4.7 shows that 28% respondents replied that Amul Milk is excellent in terms of healthiness
however 22% respondents replied that Mother Dairy Milk is excellent in terms of healthiness. 46%
respondents replied that Amul Milk is good in terms of healthiness however 52% respondents replied
that Mother Dairy Milk is good in terms of healthiness.
33
34
Q8. How will you rate the Amul Milk/ Mother Dairy Milk in terms of value for money?
Amul Milk 25% 42% 18% 15%
Figure 4.8
Figure 4.8 shows that 25% respondents replied that Amul Milk is excellent in terms of value for money
however 27% respondents replied that Mother Dairy Milk is excellent in terms of value for money. 42%
respondents replied that Amul Milk is good in terms of value for money however 43% respondents
replied that Mother Dairy Milk is good in terms of value for money.
34
35
Q9. How will you rate the pricing of Amul Milk/ Mother Dairy Milk?
High Reasonable Low
Amul Milk 18% 75% 7%
Mother Dairy Milk 23% 69% 8%
Figure 4.9
Figure 4.9 shows that 75% respondents replied that the pricing of Amul Milk is reasonable however 69%
respondents replied that the pricing of Mother Dairy Milk is reasonable.
35
36
Q10. Amul Milk/ Mother Dairy Milk always available at your shop
Strongly Strongly
Agree Agree Neutral Disagree Disagree
Amul Milk 32% 49% 5% 8% 6%
Mother Dairy Milk 38% 45% 6% 5% 6%
Figure 4.10
Figure 4.10 shows that 32% respondents were strongly agreed with the fact that Amul Milk always
available at their shops however 38% respondents were strongly agreed with the fact that Mother Dairy
Milk always available at their shops. 49% respondents were agreed with the fact that Amul Milk always
available at their shops however 45% respondents were agreed with the fact that Mother Dairy Milk
always available at their shops.
36
37
Q11. How will you rate the distribution system of Amul Milk/ Mother Dairy Milk?
Amul Milk 21% 44% 27% 8%
Figure 4.11
Figure 4.11 shows that 21% respondents replied that Amul Milk has excellent distribution system
however 22% respondents replied that Mother Dairy Milk has excellent distribution system. 44%
respondents replied that Amul Milk has good distribution system however 47% respondents replied that
Mother Dairy Milk has good distribution system.
37
38
Q12. How will you rate the promotional efforts of Amul Milk/ Mother Dairy Milk?
Very Effective Effective Not Effective Not at all Effective
Amul Milk 23% 56% 5% 16%
Figure 4.12
Figure 4.12 shows that 23% rated the promotional efforts of Amul Milk as very effective however 22%
rated the promotional efforts of Mother Dairy Milk as very effective. 56% rated the promotional efforts
of Amul Milk as effective however 53% rated the promotional efforts of Mother Dairy Milk as effective.
38
39
Q13. How will you rate the TV advertisement of Amul Milk/ Mother Dairy Milk?
Amul Milk 31% 47% 14% 8%
Figure 4.13
Figure 4.13 shows that 31% rated the TV advertisement of Amul Milk as very effective however 32%
rated the TV advertisement of Mother Dairy Milk as very effective. 47% rated the TV advertisement of
Amul Milk as effective however 49% rated the TV advertisement of Mother Dairy Milk as effective.
39
40
Q14. How will you rate the print media advertisement of Amul Milk/ Mother Dairy Milk?
Amul Milk 29% 48% 12% 11%
Figure 4.14
Figure 4.14 shows that 29% rated the print media advertisement of Amul Milk as very effective however
33% rated the print media advertisement of Mother Dairy Milk as very effective. 48% rated the print
media advertisement of Amul Milk as effective however 45% rated the print media advertisement of
Mother Dairy Milk as effective.
40
41
Q15. How will you rate the online advertisement of Amul Milk/ Mother Dairy Milk?
Amul Milk 25% 54% 13% 8%
Figure 4.15
Figure 4.15 shows that 25% rated the online advertisement of Amul Milk as very effective however 30%
rated the online advertisement of Mother Dairy Milk as very effective. 54% rated the online
advertisement of Amul Milk as effective however 52% rated the online advertisement of Mother Dairy
Milk as effective.
41
42
CHAPTER - IV
4.1. CONCLUSION:
In todays competitive world while entering in the market it is very necessary to have good knowledge of
the potential of a particular market. The information regarding the activities of competitors existing in
the market so that we can plan our each activity according to that. It is also necessary to retain the
existing customers apart from attracting the new customers. The final outcome of the project is that the
parameters which hinder the sale of milk products of Mother dairy and Amul are Price, Quality, Service
and Taste. Milk market is a totally unpredictable market and the organization should be over-cautious of
any complaints that come into milk as it includes the sentiments of a mother for her kid and she would
not prefer to give anything to her kid for which she is not 100% satisfied. So the company should take
every step possible to contain these problems which in some way or the other affects the sale of Mother
dairy and Amul and its retailers. It is concluded that Mother dairy milk i.e. Single Toned milk has a high
potential in the market and it is the known to its customers and its acceptance is comparatively higher
as of other variants and competitors present in the market, on the other side most of the consumer
continuously using Amul gold milk and they do not want to switch over to other brand.
4.2. RECOMMENDATIONS
Both companies can cut costs for some period of time followed immediately by strong
advertising. As we have seen during the research that most of institutions give most preference
to the margin provided to them on milk (except coffee outlets). As the quality and taste and
availability of mother dairy milk are best in market and local milk companies good margin to
them, Price remains the main criteria of institutional milk sales.
Can start schemes like cash prizes or foreign trips on scratching the barcode on the packet
Locate the institutions using competitors milk and provide them attractive offers to increase
the market share so that at least the big competitors will not try to expand.
Mergers and Acquisition in the milk industry with local players help the company in increasing
its distribution network and Market share. Following this both companies can buy the milk from
local dairies taking over their business which is substantial in terms of market share
Both companies should introduce a mascot for the milk. This will help in easy Brand
differentiation and Recognition.
42
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Efficiency in distribution
Remove communication barriers and misconceptions between the Institutions and distributors
by effective communication with institutions time to time.
4.3. LIMITATIONS:
Biasness on the part of respondents: Some respondents were not ready to reveal the true
information.
Time Consuming-Many respondents do not return the Questionnaire in time despite of several
reminders.
Inaccurate access-Risk of colleting incomplete and wrong information as people are unable to
understand questions properly.
Non response-many people do not respond and returned the questionnaire without answering
all questions.
Questionnaire method cannot be used for illiterate persons.
43
44
REFERENCES
Empowerment Case Studies: National Dairy Development Board

www.indiadairy.com
Opportunities and Challenges in the Indian Dairy Industry Dr. K. G. Karmakar and Dr. G. D.
Banerjee
Candler, W. and N. Kumar (1998) India: The Dairy Revolution: Impact of Dairy Development in
India and the World Banks Contribution, The World Bank Operation Evaluation Department
(OED), Washington, D.C.: The World Bank.
Chahal, S. S. and Gill, G. S. (1988) Milk cooperatives for rural development in Punjab.
Kurukshetra, 36 (5): 12-15.
Rajan, S. R. G. (1990) Growth of dairy industry in Andhra Pradesh. Indian Dairyman. 42 (3): 93-
95.
Rao, S. V. N., V. Venkatasubramanian and B.S. Rao, (1995) Constraints of dairy development in
India: A review. Indian Journal of Animal Production and Management, 111(4): 177-185.
Sharma, K. N. S., J. Chander and S. Singh, (1974) A study in the procurement of milk by organized
sector of dairy industry in India. Indian Dairyman. 26 (3): 107-111.
Sharma, K.N.S., S. Singh and J. Chander (1974) Marketing and distribution of fluid milk through
organized sector of dairy industry in India. Indian Dairyman, 26 (5): 187-192.
Shukla, R.K. and S.D. Brahmankar (1999) Impact Evaluation of Operation Flood on Rural Dairy
Sector, National Council of Applied Economic Research, New Delhi, pp. 58-60.
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SAMPLE QUESTIONNAIRE
Q1. Do you sell below products?

Yes No
Amul Milk
Mother Dairy Milk
Q2. How will you rate the quality of Amul Milk/ Mother Dairy Milk?
Amul Milk
Mother Dairy Milk
Q3. Which dahi is more demanding by the customer?

Amul Milk
Mother Dairy Milk
Q4. How will you rate the packaging of Amul Milk/ Mother Dairy Milk in terms of safety and
attractiveness?
Amul Milk
Mother Dairy Milk
Q5. How will you rate the Amul Milk/ Mother Dairy Milk in terms of nutritive values?
Amul Milk
Mother Dairy Milk
Q6. How will you rate the Amul Milk/ Mother Dairy Milk in terms of taste?
Amul Milk
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46
Mother Dairy Milk
Q7. How will you rate the Amul Milk/ Mother Dairy Milk in terms of healthiness?
Amul Milk
Mother Dairy Milk
Q8. How will you rate the Amul Milk/ Mother Dairy Milk in terms of value for money?
Amul Milk
Mother Dairy Milk
Q9. How will you rate the pricing of Amul Milk/ Mother Dairy Milk?
High Reasonable Low
Amul Milk
Mother Dairy Milk
Q10. Amul Milk/ Mother Dairy Milk always available at your shop
Strongly Strongly
Agree Agree Neutral Disagree Disagree
Amul Milk
Mother Dairy Milk
Q11. How will you rate the distribution system of Amul Milk/ Mother Dairy Milk?
Amul Milk
Mother Dairy Milk
Q12. How will you rate the promotional efforts of Amul Milk/ Mother Dairy Milk?
Very Effective Not Not at all Effective
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Effective Effective
Amul Milk
Mother Dairy Milk
Q13. How will you rate the TV advertisement of Amul Milk/ Mother Dairy Milk?
Very Not
Effective Effective Effective Not at all Effective
Amul Milk
Mother Dairy Milk
Q14. How will you rate the print media advertisement of Amul Milk/ Mother Dairy Milk?
Very Not
Amul Milk
Mother Dairy Milk
Q15. How will you rate the online advertisement of Amul Milk/ Mother Dairy Milk?
Very Not
Amul Milk
Mother Dairy Milk
47

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1

COMPARATIVE ANALYSIS OF AMUL INDIA AND MOTHER DAIRY

1.1. SUMMARY: .................................................................................................................................... 5

1.2. OBJECTIVES OF THE STUDY: .......................................................................................................... 5

1.3. ABOUT THE PRODUCT: .................................................................................................................. 5

1.3.1. Product Specifications:.............................................................................................................. 5

1.3.2. Product Features, Application and Market Availability: ........................................................... 6

1.4. COMPANY PROFILE: ...................................................................................................................... 7

1.4.1. Mother Dairy: ............................................................................................................................ 7

1.4.2. Amul India: .............................................................................................................................. 12

2.1. PRODUCT EVOLUTION: ............................................................................................................... 19

2.1.1. Mother Dairy Milk ................................................................................................................... 19

2.1.2. Amul Milk ................................................................................................................................ 19

2.2. DETAIL OF THE MARKET .............................................................................................................. 20

2.2.1. Mother Dairy: .......................................................................................................................... 20

2.2.2. Amul Milk ................................................................................................................................ 22

2.3. COMPARISON OF SELLING PREPOSITIONS.................................................................................. 23

2.3.1. Product: ................................................................................................................................... 23

2.3.2. Price ........................................................................................................................................ 23

2.3.3. Place ........................................................................................................................................ 24

2.3.4. Promotion: .............................................................................................................................. 24

2.4. POSITIONING MAP: ..................................................................................................................... 25

CHAPTER - III ............................................................................................................................................... 27

3.1. HYPOTHESIS ................................................................................................................................ 27

3.2. SELECTION OF SAMPLE ............................................................................................................... 27

3.2.1. Data Analysis ........................................................................................................................... 28

4.3. LIMITATIONS: .............................................................................................................................. 43

1.2. OBJECTIVES OF THE STUDY:

1.3. ABOUT THE PRODUCT:

Amul India Mother Dairy

1.3.1. Product Specifications:

Energy from FAT 54 kcal 54 kcal

Storage condition Under Refrigeration (Below 8C)

1.3.2. Product Features, Application and Market Availability:

1.4. COMPANY PROFILE:

1.4.1. Mother Dairy:

At Mother Dairy, processing of milk is controlled by process automation whereby state-of-the-

We achieve this by,

Fruit & Vegetable:

1.4.2. Amul India:

Panchmahal District Cooperative Milk Producers' Union Ltd., Godhra

Sales Turnover Rs (million) US $ (in million)

1994-95 11140 355

Breadspreads Amul Butter, Amul Lite, Delicious Table Margarine

Amul Pasteurized Processed Cheddar Cheese, Amul Processed

Amul Full Cream Milk Powder, Amulya Dairy Whitener, Sagar

Health Drink Stamina Instant Energy Drink

Brown Beverage Nutramul Malted Milk Food

Amul Milk (fresh curd), Amul Masti Spiced Butter Milk,Amul

Pure Ghee Amul Pure Ghee, Sagar Pure Ghee

Sweetened Condensed Milk Amul Mithaimate

Amul Shrikhand, Amul Mithaee Gulabjamuns, Amul Basundi,Avsar

Ice-cream Sundae Range, probiotic,,sugarfree and probiotic

2.1. PRODUCT EVOLUTION:

2.1.1. Mother Dairy Milk

Processing of milk is controlled by process automation whereby state-of-the-art microprocessor

2.1.2. Amul Milk

2.2. DETAIL OF THE MARKET

2.2.1. Mother Dairy:

Figure 2.1 Full Cream Milk Sales

Figure 2.2 Tonned Milk Sales

2.2.2. Amul Milk

2.3. COMPARISON OF SELLING PREPOSITIONS