AMUL

Estimation Market Size Of Bakery & Sweets Product Of Amul

Himansu Rathod

2011-2012

KAIRA DISTRICT CO-OPERATIVE MILK PRODUCER UNION LTD, AMUL DAIRY.

A Study on ESTIMATION MARKET SIZE OF BAKERY & SWEETS PRODUCT OF AMUL In Ahemdabad 2nd November to 30th November 2011

Under the Guidance of Mr. Hiren Bhatt CEO (Oil Business) Kaira District Co-op. milk Producer Union Ltd. (AMUL DAIRY)
Submitted to: Mr. Jignesh Bhoi Submitted By: Himansu rathod

A Study On ESTIMANSTION MARKET SIZE OF BAKERY & SWEETS PRODUCT OF AMUL In Ahemdabad 2nd November 2011 to 30th November 2011 An Industrial Training Undergone In the Marketing Department in Amul Anand Institute of Business Studies Submitted by:Himansu .K. Rathod T.Y.B.B.A Roll No:-825 Year:-2011-2012

PREFACE

Theoretical Knowledge Has Its Significance But Practical Knowledge Deals With Reality And Compromise To Be Made In The Real World. The training Is Helpful To The Student Because Students Practical Knowledge About The Working With The Help Of Industrial Training Student Can Develop Their Awareness About Industrial Field. As a B.B.A. Student, I Had Got An Opportunity To Undergo Training In The Industry. It Was A Great Experience For Me. I Have Tried My Level Best To Get Maximum Information About The Industry. I Get Opportunity For Training In KAIRA DISTRICT CO-OPERATIVE MILK UNION LIMITED, Anand . And Gujarat Is Requirement Of MBA Curriculum. I Am Lucy That I Get Chance To Work With Reputed Company And Can Upgrade My Knowledge Related To Practical Aspect To Business World Which Is Very Helpful For My Bright Future.

ACKNOWLEDGEMENT

I Am Student Of T.Y.B.B.A. And I Would Like To Express My Gratitude To All Those Who Have Help Me. It Is My Privileged To Thank Our Project Guide For Constant Encouragement And Noble Guidance Without Which The Project Would Be Never Complete. I Would Like To Express My Gratitude Towards The Director Of A.I.B.S. College, Mr. G.N. Bhavasar Sir, The Academic Director, Mr, A. R. Mahida Sir, For Permitting Me to Undergo The Training. I Am Also Thankful to Our Training in-charge Ms. Archana Madam, And In-charge Principal Mr, Sunil Trivedi Sir, For Providing Me Guidance. Main Purpose Of This Training Is To Awareness About Industrial environment And To Know About Function Of Different Department Like Human Resource Dpt; Production Dpt; Marketing Dpt. It Is My Privilege That I Have Been Given An Opportunity To Complete The Project Entitled ESTIMANSTION MARKET SIZE OF BAKERY & SWEET PRODUCT OF AMUL As A Part Of Trainee In This Organisation During My Training. I Would Like To Express My Thanks To My Company Guide Mr. Hiren Bhatt, CEO (Oil & Bakery Business) For His Valuable Exhaustive Work Schedule. Without His Guidance And Persistent Help This Project Would Not Have Been Possible. I Would Like to Express My Thanks To Mr. Jignesh Bhoi (Training Incharge) And Special Thanks To Mr. Patil Sir For Giving Us Importance Guidance. Himansu Rathod. T.Y.B.B.A. (Gen) Roll No:- 825.

INDEX
Sr. No. 1. 2. 3. 4. 5. 6. 7. 8. Title. Brief Introduction Of Company. Research Methodology. Data Analysis And Interpretation. Finding. Suggestions. Conclusion. Bibliography. Questionnaire. Page No. 7 15 19 37 38 39 40 41

BRIEF INTRODUCTION OF COMPANY

In the year 1946 the first milk union was established. This union was started with 250liters milk per day. In the year 1955 AMUL was established. In the year 1946 the union was known as KAIRA DISTRICT CO-OPERATIVE MILK PRODUCER UNION LTD. (KDCMPUL). Now a days 13 units Dist, Co-operative Milk Producers at dist. Level and GCMMF at state level. AMUL is a successful Co-operative sector. The brand name itself shows how AMUL is spread over the country and world. AMUL is Asias No. 1 Cooperative society and 2nd in the world, in which is a matter of proud of India. Today 1151 Village Co-operative society and 6,35,599 members (2009-2010) in KDCMPUL. AMUL means "priceless" in Sanskrit. The brand name "Amul," from the Sanskrit "Amoolya," was suggested by a quality control expert in Anand. Variants, all meaning "priceless", are found in several Indian languages. Amul products have been in use in millions of homes since 1946. Amul Butter, Amul Milk Powder, Amul Ghee, Amulspray, Amul Cheese, Amul Chocolates, Amul Shrikhand, Amul Ice cream, Nutramul, Amul Milk and Amulya have made Amul a leading food brand in India.

 Members: No. of Producer Members: No. of Village Societies: Total Milk handling capacity: Milk collection (Total - 200809): Milk collection Average 2008-09): Milk Drying Capacity: Cattle feed Capacity: manufacturing (Daily

13 district cooperative milk producers' Union 2.79 million 13,328 11.22 million litres per day 3.05 billion litres 8.4 million litres 626 Mts. per day 3500 Mts per day

ORGANISATION PROFILE

1. Name of the Organization: The Kaira District Co-operative Milk Producers Union Limited. 2. Form of the Organization: Co-operative Society 3. Registered office of the organization: The Kaira District Co-operative Milk Producers Union Limited Station Road, Anand-388001 4. Registration Date: 14th December, 1946 5. Promoters of the Organization: (1) Shri Tribhuvandas Patel (2) Shri Morarji Desai (3) Shri Sardar Vallabhbhai Patel 6. Bankers: (1) (2) (3) (4) (5) (6) (7) The Kaira District Co-operative Bank Ltd. Axis Bank State Bank Of India Bank Of Maharashtra Corporation Bank Bank Of Baroda Bank Of Saurashtra

7.

Board of Directors: (1) (2) (3) (4) (5) (6) (7) (8) (9) (10) (11) (12) (13) Shri Ramsinh Prabhatsinh Parmar Shri Rajendrasinh Dhirsinh Parmar Shri Bhaijibhai Amarsinh Zala Smt. Madhuben Dharmsingh Parmar Shri Dhirubhai Amarsinh Chavda Shri Pravinsinh Fulsinh Solanki Shri Mansinh Khoyabhai Chauhan Shri Shivabhai Mahijibhai Parmar Shri Ranjitbhai Kantibhai Patel Shri Chandubhai Madhabhai Parmar Shri Maganbhai Gokalbhai Zala Smt. Saryuben Bharatbhai Patel Shri Bipinbhai Manishankar Joshi Chairman Vice-Chairman Director Director Director Director Director Director Director Director Director Director Director

8. Auditors: Mr. B B Bhabhor Special Auditor, Milk Union, Anand. 9. No. of Shifts: (1) 8:30am to 4:30pm (2) 4:30pm to 12:30am (3) 12:30am to 8:30am

10.No. of Major Plant in India: 1. Mogar Plant : Established in 1973, this is situated on Anand Vadodara Highway No. 8. The main products of this plant are Chocolates, Nutramul, Amul Lite and Amul Ganthia.

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2. Anand Plant : There are 3 plants situated in Amul. And the main products are Milk, Buttermilk, Milk Powder, Butter, Ghee, Flavored Milk etc.

3. Kanjari Plant : The product is cattle feed. Old plant establish in 1964 & new plant in 1980. 4. Khatraj Plant : It is situated between Nadiad-Mahemdabad. The main product of this plant is Cheese. 5. Chilling Centre : Kapadvanj, Undel and Balasinor

11.Quality of Milk : This union has obtained ISO 9001-2000 and HACCP (Certificate on quality).

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AMUL PRODUCT LIST

1. Bread Spread : Amul Butter Amul Lite Low Fat Breadspread Amul Cooking Butter 2. Sweets : Amul Kesar Peda Amul Kaju katri. Amul Malai Peda.

3. Cheese Range : Amul Pasteurized Processed Cheddar Cheese Amul Processed Cheese Spread Amul Pizza (Mozarella) Cheese Amul Shredded Pizza Cheese Amul Emmental Cheese Amul Gouda Cheese Amul Malai Paneer (cottage cheese) Utterly Delicious Pizza 4. Mithaee Range : Amul Shrikhand (Mango, Saffron, Almond Pistachio, Cardamom) Amul Amrakhand Amul Mithaee Gulabjamuns Amul Mithaee Gulabjamun Mix Amul Mithaee Kulfi Mix Avsar Ladoos 5. Milk Range : Amul Shakti 3% fat Milk Amul Taaza 1.5% fat Milk Amul Gold 4.5% fat Milk Amul Lite Slim-n-Trim Milk 0% fat milk
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 Amul Shakti Toned Milk Amul Fresh Cream Amul Snowcap Softy Mix 6. Pure Ghee : Amul Pure Ghee Sagar Pure Ghee Amul Cow Ghee

7. Infant Milk Range : Amul Infant Milk Formula 1 (0-6 months) Amul Infant Milk Formula 2 ( 6 months above) Amul spray Infant Milk Food

8. Milk Powders : Amul Full Cream Milk Powder Amulya Dairy Whitener Sagar Skimmed Milk Powder Sagar Tea and Coffee Whitener 9. Fresh Milk : Amul Taaza Toned Milk 3% fat Amul Gold Full Cream Milk 6% fat Amul Shakti Standardised Milk 4.5% fat Amul Slim & Trim Double Toned Milk 1.5% fat Amul Saathi Skimmed Milk 0% fat Amul Cow Milk 10.Curd Product : Amul Taaza Toned Milk 3% fat Amul Gold Full Cream Milk 6% fat Amul Shakti Standardised Milk 4.5% fat Amul Slim & Trim Double Toned Milk 1.5% fat Amul Saathi Skimmed Milk 0% fat Amul Cow Milk
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11.Amul Ice-Cream : Royal Treat Range (Butterscotch, Rajbhog, Malai Kulfi) Nut-o-Mania Range (Kaju Draksh, Kesar Pista Royale, Fruit Bonanza, Roasted Almond) Nature's Treat (Alphanso Mango, Fresh Litchi, Shahi Anjir, Fresh Strawberry, Black Currant, Santra Mantra, Fresh Pineapple) Sundae Range (Mango, Black Currant, Sundae Magic, Double Sundae) Assorted Treat (Chocobar, Dollies, Frostik, Ice Candies, Tricone, Chococrunch, Megabite, Cassatta) Utterly Delicious (Vanila, Strawberry, Chocolate, Chocochips, Cake Magic)

12.Chocolate and Confectionary : Amul Milk Chocolate Amul Fruit & Nut Chocolate 13.Brown Beverage : Nutramul Malted Milk Food 14.Milk Drink : Amul Kool Flavoured Milk (Mango, Strawberry, Saffron, Cardamom, Rose, Chocolate) Amul Kool Cafe Amul Kool Koko Amul Kool Millk Shaake (Mango, Strawberry, Badam, Banana) 15.Health Beverage : Amul Shakti White Milk Food 16.Ready to Serve Soups : Masti Tomato Soups Masti Hot and Sour Soups 17.Snacks : Amul Gaathiya
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RESEARCH METHODOLOGY
OBJECTIVE OF STUDY

One should be clear objective before commencing any activity. If the objective Of the study are clear about research. Objectives are divided into two sections; (1) Main Objective (2) Secondary Objective The main objective of research was to find out product awareness in public and get their opinions about the product. know about the prospective customer of the products. To find out a customer who buy the products. To know about buying habits of customer and preference of customers. To know about the factors influencing the purchase decision of customers. To find out best media for effectiveness of the advertising.

INFORMATION NEED
To conduct consumer survey needs of primary Data and Secondary Data are off to be meet. Following are some aspect of the project in which data needs to meet; Information about brand awareness among public. The effective source of public awareness of the company. The best suitable media. Prospective buyers. Buying habits of the customer.

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PRIMARY DATA
The Primary Data are the data which are obtained by the researcher himself and then are recorded and used by himself for his research there data are the first hand obtained and used by him. These data are the data which are gathered for specific purpose and not available anywhere else they are original data collected by the researcher himself.

METHOD OF OBTAINING PRIMARY DATA

(1) Survey Technique or Approach: Personal interview filed survey. (2) Experimental Research: Survey.

METHOD OF OBTAINING SECONDARY DATA

(1) From Kottler and Keller 4Ps Marketing Mix. Segmentation.

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MARKETING MIX
The major marketing management decision can be classified in one of the following four categories; PRODUCT PRICE PLACE PROMOTION

These variables are known as the marketing mix or the 4 Ps of marketing. They are the variables that marketing managers can control in order to best satisfy customers in the target market. The marketing mix is poteraied in the following diagram;

PRODUCT

PRICE

TARGET MARKET

PLACE

PROMOTION

The firm attempts to generate a positive response in the target market by blending these four marketing mix variables in an optimal manner.
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MARKET SEGMENTATION

MARKET SEGMENTATION is the process in marketing of grouping a marketing (i,e customers) into smaller subgroups. These markets segment are often termed niche markets or specialty markets. These segments are fairly homogeneous in their attitude about certain variables. Because of this intragroup similarity, they are likely to respond somewhat similarly to a given marketing strategy. Thats, they are likely to have similar feeling and ideas about a marketing mix comprised of a given product or service. The purpose of segmentation is to identify and target primary customer groups.

MARKET SEGMENTATION OF AMUL BAKERY & SWEETS PRODUCT

Homogeneity within the segment. Heterogeneity Between segments. Segments are measurable and identifiable. Segment accessible and actionable. Segment is large enough to be profitability.

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A STUDY DONE ON ESTIMATION MARKET SIZE OF BAKERY & SWEETS PRODUCT OF AMUL ON AHEMEDABAD

Area Covered: Ahemedabad. Research Type: Descriptive Research. Study Type: Primary & secondary Study. Method Employed: Retailer to Retailer Survey with Questionnaire and
Feedback.

Sampling Technique: Random Sampling Sample Size for Retailer: 164

Description:
This is a research carried out to understand consumer behavior toward bakery & sweets product of amul. What kind of bakery & sweets product usually they purchase, what factory they consider before purchasing, what is the normal weight of the pack they buy, they like amul Bakery &sweets product, etc. All this information would enable Amul to understand consumers better. What area Amul should focus more on to increase consumer base.

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RETAILER FEEDBACK
1. Do you sell bread / Sweets?

INTERPRETIATION:WE see that 142% of the retailer sell bread & sweets and 22% retailer are not sell bread & sweets. This is shows that there is a scope for amul to growth there bakery &sweets product.

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2. You have a :

INTERPRETIATION:We see that in this there is 63% of Grocery store who sell bread & sweets and then 42% is other kind of shop will sell bread & sweets. Through this we can say that retailer and consumer are prefer to or believes in the brand name and want to purchase the same company product again and again.

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3. What type of Sweets you sell?

INTERPRETIATION:In this what types of sweets you sell then 16% retailer says that they sales kesar peda & other types of peda. All this peda is they have there own brand. So we can say that amul is required lots of promotion in the market. And improve there sweets product.

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4. What type of bread you sell?

White bread Brown bread Whole wheat bread Others (please specify):

INTERPRETIATION:We see that 138% of retailer sold white bread and then 83% of retailer sold brown bread. So we can say that most of consumer purchased white & brown bread from the market.

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5. For Bread
Landing Cost

Brand Amul Abad Super Kalory Maruti Continental Britania TGB Real United Modern A-One Bread Upper Crust Own Fresh & Fresh

Size 200 200 200 200 200 200 200 200 200 200 200 200 200 200 200

MRP

Margin

Sale(Loaves/Day) 35 143 609 165 98 11 318 25 27 11 11 12 15 89 45

Sale(Loaves/Day)
11 25 11 27 12 15 89 45 35 143 Amul Abad Super Kalory Maruti 318 Continental Britania TGB 11 98 165 609 Real United Modern

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 INTERPRETIATION:In this we see that mostly super bread is mostly retailer sales and purchased by the consumer around 603% then kalory 165% and then another brand like maruti, a-one, amul, fresh &fresh and etc. So we can say that amul is need to improvement in there bakery product. And try something new in the market.

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6. For Cookies

Brand Amul Chocolate Cookies Monginis Parle Sunfeast Britannia Kreams Real Oreo Other

Size 200 200 200 200 200 200 200 200 200

MRP(Per MRP(Per Landing Pack) KG) Cost

Scheme

Sale(Kg/Day) 5 1 25 13 14 13 4 4 1

Sale(Kg/Day)
Amul Chocolate Cookies Monginis Parle Sunfeast Britannia Kreams Real Oreo

INTERPRETIATION:From this we can say that PARLE is the most selling brand in the market and its cover around 25% of the market and then Britannia with 14% of the market. and then other brand. So amul also try some new promotion activities for AMUL COOKIES.

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7. For Sweets
MRP( Per Pack)

Brand Amul Kaju Katri Amul Malai Peda Amul Kesar Peda Amul Avsar Ladu Amul Gulabjamun Amul Basudi Haldiram Rasgulla Haldiram Gulabjamun Haldiram Sonpapdi RasAnand Gulabjamun RasAnand Rasgulla Own

Size

MRP(Per Landing KG) Cost

Margim

Sale(Kg/Day) 0 0 0 0 0 0 0 0 0 0 0 3

Sale(Kg/Day)
Amul Kaju Katri Amul Malai Peda Amul Kesar Peda Amul Avsar Ladu Amul Gulabjamun Amul Basudi Haldiram Rasgulla

INTERPRETIATION:We see that in sweets product mostly sales only there own brand and no any other brand are purchased by the consumer.

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8. Which of the following AMUL products do you sell?

Milk Cheese Buttermilk Butter Paneer Curd Others (please specify):

103 62 70 72 31 47 20

Milk Cheese Buttermilk Butter Paneer Curd Others (please specify):

INTERPRETIATION:From this we can say that in dairy market mostly consumer purchased AMUL. Milk around103%, cheese 62%, Buttermilk 70% . So we can say that ain dairy product amul have no worry at all.

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9. Which of the following AMUL product would you like to sell?

Bread Cookies Pizza Base None 16 12 11 113

Bread Cookies Pizza Base None

INTERPRETIATION:From this we know about what % of retailer are ready to sales amul product means bakery & sweets product in the market. We see that 113% of retailer are not interested to sales any kind of amul product. So we can easily says that amul have long to go in bakery &sweets market.

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10. What margin (in percentage) do you wish to get on bakery product? 18 % to 25 %. INTERPRETIATION:In this we find that most retailer are said that to open there own amul parlour in ahemedabad. And they expect 18% to 25% margin on bakery and sweets product from amul.

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11.Who supplies bread/Sweets to you : For Aabad:- Mukesh Bhai. Pankajbhai For Kellori:- Kanhai Food Pvt. Ltd. RajeshBhai For Maruti And Super:- Super Populer Bread.

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12.The supplier delivers bread/Sweets :

Once a Day Twice in a Day Other Alternate Day Only When Order is placed

128 12 1 1 11

Once a Day Twice in a Day Other Alternate Day

INTERPRETIATION:We easily see that all supplier is supply there product in once in day and mostly in morning. 128% of supplier supply there product and this we see in chart easily.

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13.The delivery is usually :

Regular Irregular

150 3

Regular Irregular

INTERPRETIATION:Under this we see that 150% of supplier is regular and only 03% of supplier is irregular. So we can easily say that all the supplier is regular.

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14. Do customers have complains about bread/Sweets they bought from you?
Yes No 25 106

INTERPRETIATION:We know that mostly retailer is not give information about complain and all kind of this information. But 25% of retailer says that Consumer Have complain but not regular. And 106% retailer says that consumer have no complain.

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15.Do you get replacement for bread/Sweets?

Yes
No

150 1

Yes No

INTERPRETIATION:From this table and chart we Says that 150% of retailer replace bread and sweets. And only 1% retailer say that they dont replace bread and sweets.

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16.The credit policy that you are offered is :

Flexible Fixed No Credit Other

41 60 114 2

Flexible Fixed No Credit Other

INTERPRETIATION:In this chart we see that most of retailer is not at all Provide credit. 114% of retailer is not Provide credit and only 41% of retailer is provide credit but flexible and 60% of retailer provide credit but fixed.

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FINDING
Amul provide bakery product in very large and more costly. Amul bakery &sweets product promotion is not good. Consumers dont know about amul bakery & sweets product. Delivery is not effective as well as not on time in store. Amul bakery & sweets product is so costly than another bakery & sweets product. The packaging should be more attractive and alternative. Most retailer is says that amul is not provide replacement, and less margin than another product and bad service.

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SUGGESTIONS
Amul bakery & sweets product should be launch in more small size. More type of sweets Are provide to the consumer. Sweets price should be reasonable. Amul should focus on bakery & sweets product promotion. Different price for local and out of station place. If amul offer retailers more margin on products and good service to suppliers both customer and retailer can be satisfied.

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CONCLUSION
Amul is a brand is quite reputed it should leverage that brand name for the existing product and also for the new launches. Amul should try something new in sweets product. Amul another product cover the whole market. Amul should maintain their quality and image in the market.

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BIBLIOGRAPHY

Reference book: Phillip kottler. C. R. Kothari.

Website: www.amul.com www.wikipedia.org www.amuldairy.com

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AMUL BAKERY & SWEETS PRODUCTS RETAILER QUESTIONNAIRE

Name:Name of outlet:Address:Telephone No.:Email-Id:-

Date:Gender:-

(1) Do you sell bread / sweets? o Yes o No (2) You have a: o Grocery store o Dairy o Retailer store o Sweet shop o Bakery (Please specify) o Other (Please specify) (3) What type of sweets you sell? o Kaju katri o Malai peda o Kesar peda o Other (4) What type of bread do you sell? o White bread o Brown bread o Whole wheat bread o Other (Please specify) (5) For bread Brand Pack size MRP Landing Margin (Rs.) Sale (loaf/day)

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(6) For cookies Brand/Type Pack size MRP Landing Margin (Rs.) Sale (loaf/day)

(7) For sweets Brand/type Pack size MRP Landing Margin (Rs.) Sale (loaf/day)

(8) Which of the following amul product do you sell? o Milk o Cheese o Buttermilk o Butter o Paneer o Curd o Other (Please specify) (9) Which of the following amul products would you like to sell? o Bread o Cookies o Pizza base o None If none, please share your reason for it:

(10) What margin (in %) do you wish to get on bakery product? _________ (11) Who supplies bread / sweets to you? Name:- _________________________________________________ Phone no.:- _____________________________________________ Other:-________________________________________________
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(12)

The supplier delivers bread / sweets: o Once in a day o Alternate day o Twice in day o Only when order is placed o Other (Please specify) (13) The delivery is usually: o Regular o Irregular (14) Do customers have complains about bread / sweets they bought from you? o Yes o No Please mention them:

(15)

Do you get replacement for bread / sweets? o Yes o If yes then 100% o No o Partially

Anything you would like to mention regarding the same: ___________________________________________________________ (16) o o o o The credit policy that you are offered is: Flexible No credit Fixed Other (Please specify)

________________________________________________________________ Date: Place: Ahemedabad (signature)

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