Professional Documents
Culture Documents
2014-15
A
PROJECT REPORT ON
PRODUCT PROFILE
OF
AMUL
THE TASTE OF INDIA
GUIDED BY:
SUMBITTED BY :
Assistant Professor
DECLARATION
S.S.H.C.JAIN INSTITUTE OF MANAGEMENT AND RESEARCH
Dr. Hari Singh Gaur University Sagar (M.P.)
I , Khushbu Jain declare that the project on product profile of AMUL is my own
original work .Wherever the contribution of others are involved, every effort has been made to
indicate this clearly with due reference to the literature and acknowledgement.
To the best of my knowledge the report does not content any work which has been submitted for
the award of any degree anywhere.
CERTIFICATE
This is certifying that the work entitled Product Profile of AMUL is a piece of research
work done by Khushbu Jain for the portal fulfillment to the degree of MBA (Ist.Sem) under the
guidance and supervision of Mr. Ankur Bhatt (Assistant Professor) of S.S.H.C. Jain Institute of
Management & Research Sagar. (M.P.).
Signature of supervisor
Signature of Examiner
Signature of Director
ACKNOWLEDGEMENT
Project guide f o r
anytime and every time guidance and continuous support. His experience and
methodology of providing training helps m e not to perform the desired activity
but to accomplish creativity. I also like to thank all staff members of my college who
are always very supportive for me.
Above all, I would like to thank Participants to help me to complete it
PREFACE
In todays globalize world, where cutthroat competition is prevailing in the market, theoretical
knowledge is not sufficient. Beside this one need to have practical knowledge, which would help
an individual in his/her carrier activities and it is true that Experience is best teacher.
ACKNOWLEDGEMENT
Success is an effort bounded actively, involving the co-operation of
all. To create and formulate this project report, I would be thankful to
the entire individual who Served me as a true guide and epitome of
knowledge. A Project usually falls short of its expectations unless guided by
the right person at the right time.
I would like to thank to Mr. Abhishek. Project guide f o r anytime
and every time guidance and continuous support. Her experience and
methodology of providing training helps m e not to perform the
desired activity but to accomplish creativity. I also like to thank my
parents and my family members who are always a support for me.
TABEL OF CONTENTS
CERTIFICATE
DELCARATION
PREFACE
CERTIFICATION OF THE SURVEYED INSTITUTION
ACKNOWLEDGEMENT
CHAPTER -1
INTRODUCTION
HISTORY
CHAPER -2
OBJECTIVES
RESEARCH METHODOLOGY
CHAPTER 3
SWOT ANALYSIS
CHAPTER 4
DATA ANLAYSIS AND INTERPRETATION
CHAPTER 5
FINDINGS
SUGGESTIONS
CONCLUSION
LIMITATION
BIBLIOGRAPHY
APPENCES
QUESTIONNAIRE
PHOTO GALLERY
However, when the exploitation became intolerable, the farmers were frustrated. They
collectively appealed to Sardar Vallabhbhai Patel, who was a leading activist in the freedom
movement. Sardar Patel advised the farmers to sell the Milk on their own by establishing a
co- operative union, Instead of supplying Milk to private traders. Sardar Patel sent the farmers
to Shri Morarji Desai in order to gain his co-operation and help. Shri Desai held a meeting at
Samarkha village near Anand, on 4th January 1946. He advised the farmers to form a society
for collection ofthe Milk
These village societies would collect the milk themselves and would decide the prices at
which they can sell the Milk. The district union was also form to collect the Milk from such
village co-operative societies and to sell them. It was also resolved that the Government
should be asked to buy Milk from the union.
However, the govt. did not seem to help farmers by any means. It gave the negative response
by turning down the demand for the milk. To respond to this action of govt., the farmers of
Kaira district went on a milk strike. For 15 whole days not a single drop of milk was sold to
the traders. As a result the Bombay milk scheme was severely affected. The milk
commissioner of Bombay then visited Anand to assess the situation. Having seemed the
condition, he decided to fulfill the farmers demand.
Thus their cooperative unions were forced at the village and district level to collect and sell
milk on a cooperative basis, without the intervention of Government. Mr. Verghese Kurien
showed main interest in establishing union who was supported by Shri Tribhuvandas Patel
who lead the farmers in forming the Cooperative unions at the village level. The Kaira district
milk producers union was thus established in ANAND and was registered formally on 14th
December 1946. Since farmers sold all the milk in Anand through a co-operative union, it was
commonly resolved to sell the milk under the brand name AMUL.
At the initial stage only 250 liters of milk was collected every day. But with the growing
awareness of the benefits of the cooperativeness, the collection of milk increased. Today
Amul collect 9.4 million liters of milk every day. Since milk was a perishable commodity it
becomes difficult to preserve milk for a longer period. Besides when the milk was to be
collected from the far places, there was a fear of spoiling of milk. To overcome this problem
the union thought out to develop the chilling unit at various junctions, which would collect
the milk and could chill it, so as to preserve it for a longer period. Thus, today Amul has more
than 150 chilling centers in various villages. Milk is collected from almost 1500 societies.
With the financial help from UNICEF, assistance from the govt. of New Zealand under the
Colombo plan, of Rs. 50 millions for factory to manufacture milk powder and butter was
planned. Dr.Rajendra Prasad, the president of India laid the foundation on November 15,
1954. Shri Pandit
Jawaharlal Nehru, the prime minister of India declared it open at Amul dairy on
November 20, 1955.
The system succeeded mainly because it provides an assured market at remunerative prices
for producers' milk besides acting as a channel to market the production enhancement
package. What's more, it does not disturb the agro-system of the farmers. It also enables the
consumer an access to high quality milk and milk products. Contrary to the traditional
system, when the profit of the business was cornered by the middlemen, the system ensured
that the profit goes to the participants for their socio-economic upliftment and common good.
Looking back on the path traversed by Amul, the following features make it a pattern and
model for emulation elsewhere.
Amul has been able to:
Produce an appropriate blend of the policy makers farmers board of management and the
professionals: each group appreciating its rotes and limitations.
Bring at the command of the rural Milk producers the best of the technology and harness
its fruit for betterment.
Provide a support system to the Milk producers without disturbing their agro-economic
systems.
Plough back the profits, by prudent use of men, material and machines, in the rural
sector for thecommon good and betterment of the member producers.
Even though, growing with time and on scale, it has remained with the smallest
producer members. In that sense, Amul is an example par excellence, of an
intervention for rural change.
The Union looks after policy formulation, processing and marketing of Milk, provision of
technical inputs to enhance Milk yield of animals, the artificial insemination service,
veterinary care, better feeds and the like - all through the village societies. Basically the
union and cooperation of people brought Amul into fame i.e. AMUL (ANAND MILK
UNION LIMITED), a name which suggest THE TASTE OF INDIA.
Amul (Anand Milk union ltd.) is based on four hands, which are coordinated with each
other. The actual meaning of this symbol is co-ordination of four hands of different people
by whom this union is at the top position in Asia.
First hand is of farmers, without whom the organization would not have existed.
Second hand is of processors, who process the row material (Milk) into finished goods.
Third hand is of marketer, without whom the product would have not reached the
customers. Fourth hand is of customers, without whom the products would have not carried
on.
Managing Director
General Manager
Ass. General Manager
Finance
Dept.
Production
Dept.
Marketing
Dept.
Senior
Manag
er
Senior
Manager
Senior
Manager
Senior
Manager
S
Ma
na
Financ
Manag
er
Productio
Manager
Marketing
Manager
Sales
Manager
Pers
Ma
nag
Officer
Marketing
Executive
Officer
Supervisor
F.S.R.
Accountant
Officers
Salesmen
Personnel
Dept.
P.R.F.
Executive
Advertising by Amul:
Amul has two agencies that look after its entire range of products namely FCB Ulka and Da
cunha.
FCB Ulka looks after a broad range of products namely, Amul Lite Breadspread, Amul
Shrikhand, Amul Chocolates, Amul Paneer, Amul SnowCap Softy Mix Ice cream,
Amul/Sagar Ghee, Amul Infant Milk Formula 1 & 2, Sagar Tea and Coffee whitener,
Amul Spray Infant Milk Food, Amul Mithaee, Amul Gulab Jamun, Amulya Dairy
Whitener, Mithaimate Sweetened Condensed Milk, Amul Ice cream, Sagar Skimmed Milk
Powder and Amul Whole Milk Powder.
Da Cunha looks after the Amul butter. Da Cunha also prepares the very popular Amul butter
billboard campaigns, which we see at various locations. Over and above the Amul butter, Da
Cunha also looks after the Amul Cheese, Cheese spread, Gouda Cheese, Emmental Cheese,
Masti Dahi and Butter, Amul Slim-n-Trim, Amul Taaza and Amul Gold (all different brands
of Milk), Amul Fresh Cream, Amul Chocolate Milk, Amul Fresh Milk and Nutramul. FCB
Ulka also looks after the corporate campaign.
Sales Turnover:
Sales turnover of GCMMF from 1994 to 2012 :-
Sales Turnover
Rs (million)
US $ (in million)
1994-95
11140
1995-96
13790
1996-97
15540
1997-98
18840
1998-99
22192
1999-00
22185
2000-01
22588
2001-02
23365
2002-03
27457
2003-04
28941
2004-05
29225
2005-06
37736
2006-07
42778
2007-08
52554
2008-09
2009-10
67113
80053
1
5
0
2010-11
97742
4
2011-12
116680
2013-14
181434
1
4
Some Facts:
Members:
3.03 million
15,712
11)
Milk collection (Daily Average
(2010-11)
Milk Drying Capacity
Cattlefeed manufacturing
Capacity
Sales Turnover (2010-11)
Created Dairy co-operatives at village level functioning with Milk collection centers
owned by them.
The first and only organization in world to get ISO 9000 standard for its farmers
co-operatives.
First to produce Milk from powder from surplus Milk. Amul is the live example of
how co- operation amongst the poor marginal farmers can provide means for the
AWARDS:Amul a co-operative society and its co-operation has led many different awards in its
favour.
Amul receives Srishti Good Green Governance award for the year 2013
Award
Amul wins AIMA High Performance Brand Award-2013 for brand Amul
Shri R S Sodhi, MD-GCMMF, receives prestigious QIMPRO GOLD
STANDARD Quality Award 2013
GCMMF wins the SAP Award for Customer Excellence (SAPACE) 2013 under
Resourcefulness
Rajiv Gandhi National Quality Award - 1999
Bread spreads
Amul Butter
Amul Lite Low Fat Bread spread
Amul Cooking Butter
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), Frozen, Refrigerated and Tinned
Utterly Delicious Pizza
Mithaee Range (Ethnic sweets)
Avsar Ladoos
Pure Ghee
Amul Pure Ghee
PLANTS
First plant is at ANAND, which engaged in the manufacturing of Milk, butter, ghee, Milk
butter etc.
Objectives of Project:
The main objective of the Study can be listed as follows
A. Primary Objective
1 To find size of retail network of Amul Prolife Probiotic Product
Kalyan Region.
2 To find the problems faced by retailers in selling and storing.
3 To collect the information about the competitors.
4. To find the problems regarding distributors.
B. Secondary Objective
1. To organize sales promotional activities to improve Product selling.
2. To generate and secure consumer awareness.
4.2 Scope of Project:
The study carried out in Kalyan Region so its scope is mainly limited to
Kalyan Region.
It gives information about the size of the retail network.
It gives information about the services given by distributor to their
retailer.
It gives information about the competitors products.
It will serve consumer in better manner.
Research Methodology:
The research was conducted from 4th october, to 30th december, 2014. The research includes
meetings with the retailers, consumers and dealers. It included preparation of the
questionnaire to be answered by above people for knowing the competitive position of Amul
Product in the market. The views of the above parties were recorded in the research as per the
questionnaire set by us.
The objective was to know the competitive position of Amuls Productin the market thus in
order to successfully conduct the research the unbiased opinion of the above parties was
desirable. Thus we conducted the research as the representative of Amul company and
sometimes the representatives of the other company like Mother Dairy or Gowardhan in
order to have an unbiased opinion of the concerned persons and it worked to achieve our
goal.
5.1.2 Research Instrument:
The research instrument was the structured questionnaire formulated for the respondents. The
questionnaire was different for the retailers and dealers and for the consumers there was a
different set of questionnaire. There were also the area maps.
5.1.3 Types of Question:
The second important aspect in the designing a question is to decide which types of question
are to be used. Question can be classified in various ways.
Questionnaire contains following type information-
1. Open-ended question
2. Dichotomous question
3. Multiple-choice Question
Both the questionnaire consists of all three types of question. Mostly all questions are
multiple type questions. Dichotomous question are few in number. There is only one openended type question.
In questionnaire, I try to phrase the question in logical way. For example I arrange question
in sequence as personal information, awareness data, usage data, and finally related to
reason and satisfaction.
. 1.5 Sampling
Plan: Sample size
The sample size was as follows:
SR. NO.
RESPONDENT
TOTAL NUMBER
1.
Retailers
169
2.
Consumers
95
3.
Distributors
Sampling Technique:
A stratified sampling technique was used. A different Stratum for different t ype of respondent
within every stratum the respondents was selected as per convenience basis.
Composition:
Product Specification:
Amul Prolife Product meets the PFA standards for the respective type of Product.
Price to distributor
Rs 13.50
Price to Retailer
Rs. 14.30
MRP
Rs 15.00
Shelf life :
Best before 10 days from packaging of product.
Storage Condition :
Keep under Refrigeration below 8 C.
How the survey conducted
To approach the outlets with the following requirements in mind.
At Approach:
What type of shop it is? (hotels, amrutulya, bakery, restaurant, general stores, super
market)
Does it stock Amul products?
Secondary Level:
Territory Level:
Others:
Addendum:
Outlets may include institutions, general stores, mithai shops, super market, canteens,
These sectors were chosen because the company believed that these segments could be
DATAP ROCESSINNG
& ANALYSIS
6.1 Data Analysis For Retailers:1) Number of retailers stocking Amul Prolife Product.
Ans
wer
Yes
No.
of
55
Per
cent
20%
No
114
80%
Yes 33%
Yes
No
No 67%
Interpretation:
The above graph indicates that only 1/3rd of the retailers are selling Amul Prolife Product.
It shows that Amul Prolife Product brand is not popular among the retailers.
No.
of
Answer
Less shelf life
responden
6
Low margin
75
No replacement
20
No distribution
13
No distribution
13
No replacement
20
Low margin
75
10
20
30
40
50
60
70
80
No. of respondents
Interpretation:
From above graph it is clear that half of the retailers were not satisfied with Amul
replacement and margin policy.
RESPONDE
NTS
Amul
15
Aarey
77
Denon
45
Gokul
6
Others
26
Others
26
Gokul
Denon
45
Aarey
77
Amul
15
10
20
30
40
50
RESPODENT
.
Interpretation:
60
70
80
90
The above graph shows that the Aarey is most preferable brand in all.
No.
respondent
52
3
of
Percentage
95 %
5%
Interpretation:
Almost all retailers said that they purchased Product from Amul distributors.
No.
respondent
34
No
21
of
Percentage
62 %
38 %
No
38
%
Yes
Yes
No
62%
Interpretation:
Graph shows that most of the retailers were satisfied with the service provided by the Amul
distributors.
Answe
r
Yes
No. of
respondents
27
No
Percenta
ge
16 %
142
84 %
Ye
s
16
%
Yes
No
N
o
84
%
Interpretation:
Graph represents the interest of the retailers to start Amul Prolife Product distribution .The
questions asked to increase the retail coverage.
7) Awareness among retailers for Amul Parlor (APO) and its benefits.
(Out of 169 retailers only 118were questioned as they had large store.)
Answe
r
Yes
No
No. of
respondents
70
48
Percenta
ge
59 %
41 %
No
41
%
Yes
No
Yes
59
%
Interpretation:
APO is the outlet where you get Amul Prolife Product and Product products and it helps to
increase the market share. This question asked to the retailers who were strong enough in
capital.
From graph it can be interpreted that the awareness about APO is very low.
RESPONDE
NTS
7
Good quality
Shelf life
23
Availability
25
Availability
25
Shelf life
23
Good quality
10
15
20
25
30
RESPO
DENT
Interpretation:
The question asked to the retailers where the Amul Prolife Product is being sale, and
tried to collect feedback of customers about Amul Prolife Product.
More customers were having complaints about the clear date of packaging and availability.
Limitations:-
play
significant
role.
Some
Conclusion:-
Amul must come up with new promotional activities such that people become aware about
Amul Prolife Product .
Quality is the dominating aspect which influences consumer to purchase Amul product, but
prompt availability of other Product brands and aggressive promotional activities by others
influences the consumer towards them and also leads to increase sales.
In comparison to Amul Prolife Product, the other players such as Mother dairy, Gowrdhan,Gokul
& Mahananda provide a better availability and give competition to the hilt.
People are mostly satisfied with the overall quality of Amul Prolife Product, but for the existence
in the local market Amul must use aggressive selling techniques.
Suggestions & Recommendation:The AMUL products market has reached Maturity stage in India large no. of Co-operatives
having a variety of product range has entered the market, thus there is one way for Amul to
sustain their Product business in the market by delivering outstanding satisfaction to their
retailers, so that they can take interest in selling of Amul Prolife Product products. This can
be done as follows
Amul has a relatively good distribution network, but still company is not able to fulfill
the demand of outlet in the peak season when demand is very high. Here company should
consider on the supply of product in the peak season.
Supply should be regular to all the outlets including those that lie in the pocket roads and
not just in the outlets which lie on the easily accessible routes.
200 ml Product glass should make available to retailers for selling, because lower
income family has intention to buy.
Improve delivery schedule to provide products on time for the retailers about who
claimed that Amul Prolife Product is not available to them on time.
Incentives & schemes should be given to the retailers and some scrutiny should be
follow to check the scheme get being communicated properly by distributors or sales
person.
Provide consistent service to retailers as this will help gain company goodwill in
the market.
Do not change distributor frequently, because he is the only person who act as a
connecting link between company and retailers.
Try to minimize bank deposits for APO, which help to retailer think to start.
Though the customers are asking for Branded Product is very few but Amul should
invest more money in Brand promotion and marketing in Kalyan, it will be beneficial for
the company in the long run as well as in the short run.
For Brand promotion and marketing of Amul Prolife Product in Kalyan it should
introduce a mascot for the Amul Prolife Product as it already has for Amul Butter i.e. The
Amul Butter Girl in order to gain a good position in the mind of customers. This will also
help in easy Brand differentiation and Recognition.
Also advertising on the television, Radio Mirchi and Sponsorship of the events, Trade
The study of Product market reveled that there is no Mergers and Acquisition in the
Product industry. Amul should go for Mergers and Acquisition and try to acquire the local
players in the Kalyan market like Mother dairy,Mahananda and Gowardhan etc. It will help
the company in increasing its Dealers network, Market share, Customer base etc. It
will also save time of establishing a new manufacturing unit.
Our Research revealed that there is no awareness among the consumers regarding the
Amul Prolife Product in kalyan. So it is advisable to the company to conduct various
consumer awareness programs like distributing of pamphlets outside the big shopping
malls, giving presentations in schools and colleges about the Amul Prolife Product by
telling them about the qualities of Product. By this we can able to reach to a large number
of people at one time only as there will students along with their teachers and other staff
members of the school and colleges.
The pamphlets should be printed in such a way that it not only advertise about the
Product but also provides information about how to preserve the Product in different
conditions.
In order to attract the ladies segment the pamphlets should have some recepies on the
other side of it.
Some brand ambassador like M S Dhoni, Hrithik Roshan or Vriendra Sehwag may be
used.
That will help customers to accept the product more quickly.
Special offers should be there for dealers, retailers and consumers at the time of diwali
and holi.
Discount coupons should be given to the consumers in order to buy more Product.
If adding preservatives in the Product keeps the Product for longer times then Amul
should also add some preservatives in the Product as people not only see quality but also
sees the time duration i.e. how much times we can store the Product.
In order to push the Product to the customers the profit margin should be increased.
Company should improve its distribution channel and should increase the number
of distributors.
Company should take care of retailers by solving their problems and should call back by
appointing separate company representatives.
Books:
Websites:
i.
www.google.co.in
ii.
www.wikipedia.com
iii. www.amul.com.
iv.
www.marketresearch.com
v.
www.dairy.com
Address
b) No
2) If No, Why?
a. Low shelf life
b. Low margin
c. No replacement for leakage
d. Low distribution
3) Which is the most preferable brand of packaged Product that you
stock?
Amul
Mother dairy
Gowardhan
Mahananda
Others
Product?
a
Price off
d) Free
Credit facility
e) Coupons
Advertisement
f) P-O-P
a) Yes
b) No
8) Are you aware of Amul Parlor (APO) and its benefits?
a) Yes
b) No
9) Are you interested in opening an Amul Parlor (APO)
a) Yes
b) No
Good
Average
QUESTIONNAIRE:(Customer survey)
:_
Address
1)
2)
No
Cheese
Shrikh
Product
and
P
o
Dahi
3)
Ice -
4)
Produ
ct
No
Gokul
Mother
Butter
\
Other (Specify)..
5 Do you know about Amul Prolife Product?
Yes No
7)
Poor Satisfactory
8)
Excellent
Low Average
9)
factory
High
Poor Good
Excellent
10.
Yes
No
11.
Price
Average Bad
Very bad f)
12.
Any suggestion
Product:
about
Amul
Prolife