Amul Market Research

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Topics: Ice cream
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

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