Amul Market Research

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Market Research for AMUL ICE CREAM to become the Top ice cream brand in Kerala (Location Trivandrum)

Summer project report submitted in partial fulfillment of the requirement for the post graduate diploma in management (PGDM). Submitted By: ANU SUDEVAN (Roll No 15) Supervisors: 1. Company Guide : Mr. Divin Davis (Branch Manager, AMUL, ERNAKULAM) 2. Alumni Guide: S Arun

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Faculty Guide: Prof. T. Vishwanathan

Kirloskar Institute of Advanced Management Studies, Harihar, Karnataka Academic Year 2011-2013

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Acknowledgements
I would like to show my whole hearted gratitude to Mr.Divin Davis (Branch Manager, AMUL, ERNAKULAM) for his valuable advice, timely guidance and enthusiasm imparted to me for completing this project. He gave me expert guidance, timely encouragement and oral support throughout the duration of the project work. I would also like to express my gratitude towards my college Kirloskar Institute of Advanced Management Studies, Harihar for giving me the opportunity to undergo SIP in the leading company AMUL. I desire to put on record my deep sense of gratitude to Prof. T. Vishwanathan (faculty in charge) and S Arun ( Alumni, KIAMS) for their valuable inputs during the completion of the project. Finally I thank almighty god, in supporting me with good health and fine mental stature to complete this project.

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TABLE OF CONTENTS
Topics  Title Page  Acknowledgements  Table of Contents  Executive Summary  Introduction  Objectives of the Study  Concepts and Model Introduced  Industry and Organizational Overview  Methodology Followed  Tabulation and Finding  Interpretations and conclusions  Recommendations  Limitations  Future Scope  Appendices  Bibliography Page No. 01 03 04 05 06 07 08 12 19 20 40 42 43 44 45 52

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Executive Summary
Ice creams are a real relief from the scorching summers in India. Loved by one and all ice creams are the best way to beat the heat in India. As soon as summers approach in India the streets are full of vibrant pushcarts belonging to the different ice cream brands that almost force you to pick up a frostik, a cup or a cone. The ice cream market in India has witnessed a steady growth over the last few decades. The growth in the Ice cream industry has been primarily due to a strong distribution network and a good cold chain infrastructure. The ice cream market in India is divided into the branded market and the grey market or the unbranded market. The branded market is currently 100 million liters per annum valued at ` 800 crores. The grey market consists of small local players and cottage industry players.' Currently the ice cream industry in India is worth ` 2,000 crores. The per capita consumption of ice cream in India is about 300 ml, as compared to the world average of 2.3 liters per annum. The main aim of this project is to know the consumer behavior pattern and to recommend steps to improve sales of AMUL in Kerala by a thorough analysis of the customers as well as the retailer. Try to find out what are the main hindrances in the AMUL ice cream sales in Kerala and suggest methods to counter it.

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Introduction
Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF),is India's largest food product marketing organization with annual turnover (2010-11) US$ 2.2 billion. Its daily milk procurement is approx 12 million lit (peak period) per day from 15,712 village milk cooperative societies, 17 member unions covering 24 districts, and 3 million milk producer members. It is the Apex organization 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 operates through 47 Sales Offices and has a dealer network of 5000 dealers and 10 lakh retailers, one of the largest...
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