M.B.A. (Part (Semester II) (CBCS) Examination, 2018
Paper IX marketing management
Day and Date Monday, 26-11-2018 Total Marks 70
Time 2.30 p.m. to 5.00 p.m.
Instructions Q. No. 1 is compulsory.
Attempt any two questions from Q. No. 4.
Attempt any two questions from Q. No. 7.
All questions carry equal marks.
1. Analyze the case, identify the problem, determine the alternatives and choose
best solution. 14
Amul derives its name from a Sanskrit word, Amoolya, which means "priceless".
It is the biggest dairy cooperative in India, based in Anand, in the state of
Gujarat. It had its genesis in pre independence India when the dairy sector was
dominated by private companies that exploited the poor farmers. In 1946, the
milk producers in the state of Gujarat, led by Sardar Vallabhai Patel, started
developing revolutionary ideas against the privately owned Polson dairy and
established the first Co-operative society: the Kaira District Co-operative
Milk Producers' Union Limited (KDCMPUL). The motto "No Co-operation, No
Progress!" started spreading very fast and milk was used as a symbol of protest
against British hegemony, through a 15-day farmers' strike. Amul is the foremost
dairy brand name in India and has held its position against competition from
international giants such as Nestle. Intervention, Patel's vision was to organize
the farmers to enable them to gain control over procurement, processing and
marketing while eliminating the middlemen. Amul started with 2 village societies
and 247 litres of milk collected per day. The movement grew and, in 1973, the
Gujarat Cooperative Milk Marketing Federation (GCMMF) was established, an
apex organization responsible for marketing the milk and milk products of
Set P
SLR-CL 19 *SLRPCL19*
Set P
Co-operative Unions in the state of Gujarat. In the '80s the word Amul was
converted into a brand. Currently, in the state of Gujarat, Amul produces
10.16 million litres of milk daily, which is collected from 2.7 million farmers,
processed through 30 dairy plants, and distributed through 500,000 retail outlets.
The annual sales turnover has reached USD 1,504 million (2008-2009). The
Amul model became so successful that it was replicated in the after the
government recognized the importance of milk Co-operatives as a means of
promoting socio-economic development in rural areas while simultaneously
increasing milk production in India. The National Dairy Development Board
(NDDB) launched the Operation Flood programme to create a nationwide
milk grid. During the 26 years from 1970 to 1996, OF established linkages
between rural milk producers and urban consumers by organizing farmer dairy
Co-operative Societies. An investment of USD 439 million has generated an
incremental return of USD 8.778 billion. OF was one of the world's largest
rural development programmes that: "helped dairy farmers direct their own
development, placing control of the resources they create in their own hands.
A National Milk Grid links milk producers throughout India with consumers in
over 700 towns and cities, reducing seasonal and regional price variations while
ensuring that the producer gets fair market prices in a transparent manner on
a regular basis" I. Dr. Varghese Kurien, a dairy engineer who was Chairman of
NDDB at that time, was the architect of the OF programme and is considered
the father of India's "White revolution".
Impact on the target group is the intervention has reached a total of 13 million
households all over India. Even the smallest producer, producing only 2 litres a
day, can benefit from the programme. Farmers receive 80% of the retail price
through up-front payments when the milk is sold and subsequent distribution of
profits as corporate members, i.e.: for every INR 1 sold (USD 0.022), INR 0.80
(USD 0.017) goes to the farmer and INR 0.20 (USD 0.0043) towards the
Co-operative's administrative costs. There has been substantial social impact
with Co-operative members succeeding in demanding services like roads,
schools, health centres in their communities, by acting together as a society.
*SLRPCL19* SLR-CL 19
Set P
2. Write short notes (any 14
Concept of marketing.
Competition analysis.
Market potential.
3. Write short notes (any 14
Target market.
Socio-cultural environment.
Wholesaling.
4. Write short notes (any 14
Marketing Research.
Pricing approaches.
e-commerce.
5. Explain the need of understanding consumer. What are various factors affecting
consumer behavior 14
6. What do you understand by the term market segmentation Explain its various
bases in detail. 14
7. Define consumer behavior. What are the factors influencing consumer
behavior