A Study on Retailers Preference Towards Amul Milk Product in Pune City

Abstract

For the Gujarat Cooperative Milk Marketing Federation Limited (GCMMF), a two-month study project named "Placement and Promotion of Amul Dairy Products in Pune" was conducted. In addition to studying and spending time on promotion, these two months provide insight into what other businesses do to thrive in the marketplace and what work goes into running such businesses. The GCMMF is India's biggest food product marketing association. It is the highest authority among Gujarat's dairy cooperatives. It is the sole company responsible for marketing goods sold under the Amul and Sagar brands. Dairy cooperatives in Gujarat have established an economic network that connects over 3.1 million local milk products with millions of Indian consumers over the past fifty-five years. With a yearly revenue of US$7.2 billion (2022-23), Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF) is the biggest food product marketing company in India. It purchases around milk every day.  18600 village milk cooperative organizations, 18 member unions across 33 districts, and 3.64 million milk producer members provide 25.9 million liters per day.Amul dairy product placement and promotion in Pune, followed by an analysis of the region's retail network size. and to determine what issues distributors and retailers have with Amul Dairy product storage and sales. Additionally, to plan marketing campaigns for the sale of Amul dairy products. Data Management System (DMS). We learn about the entire market and Amul dairy goods from this work. The first lesson learned from completing all of the weekly chores is to confidently approach strangers and try to persuade them to buy our Amul dairy products. Therefore, this study's primary goal is to understand how Amul dairy products are positioned and promoted.