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A PROJECT REPORT ON AMUL ICE CREAMS AND PROJECT WORK ENTITLED AS

³AMUL ICE CREAMS (SALES AND MARKETING)´

THIS STUDY WAS CONDUCTED FROM 9TH APRIL TO 19TH MAY.

AT
GUJARAT CO-OPERATIVE MILK MARKETING FEDERATION LIMITED

BY:
KETAN GAJANAN BANKAR
PGDM
OF

A REPORT SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT OF


SUMMER INTERNSHIP

FACULTY GUIDE:
Dr.Priya Kenkare

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A   


In t e year ‘ t e fir t ik nion wa e tabi ed. T i nion wa tarted wit 250 iter of
ik per day. In t e year ‘ AA AMUL wa e tabi ed. In t e year 1946 t e nion wa known
a           . T i nion
eected t e brand na e AMUL in 1955.

T e brand na e A  ean 


.  

    A q aity contro expert in Anand ad
gge ted t e brand na e³AMUL´. A  prod ct a e been in e in iion of o e
ince1946. A  B tter, A  Mik Powder, A  G ee, A 4pray, A C ee4e, A 
C ocoate4, A  S rik and, A  Ice crea ,N tra , A  Mik and A ya a e ade
A  a eading food brand in India. (T e tota 4ae i4 R4. 6 biion in 2005). Today A  i4a
4y bo of any t ing4 ike of t e ig -q aity prod ct4 4od atrea4onabe price4, of t e
gene4i4 of a a4t co-operati e network, oft e tri p of indigeno 4 tec noogy, of t e
arketing 4a y of afar er45 organi ation. And a e a pro en ode for dairyde eop ent
(Generay known a4  ).

In t e eary 40 4, t e ain 4o rce4 of earning for t e far er4 of Kaira di4trict were far ing
and 4eing of ik. T at ti e t ere wa4 ig de and for ik in Bo bay. T e ain 46ppier
of t e ik wa4    , w ic wa4 a pri atey owned co pany and ed
onopoy o er t e 46ppy of ik at !" fro t e Kaira di4trict. T i4 4y4te ead4 to
expoitation of poor and iiterate47 far er4 by t e pri ate trader4. T e trader4 64ed to be4ide
t e price4 of ik and t e far er4 were forced to accept it wit o6t 6ttering a 4inge word.

Howe er, w en t e expoitation beca e intoerabe, t e far er4 were fr64trated. T ey


coecti ey appeaed to   "" , w o wa4 a eading acti i4t in t e
freedo o e ent. Sardar Pate ad i4ed t e far er4 to 4e t e ik on t eir own by
e4tabi48ing a co-operati e 6nion, In4tead of 46ppying ik to pri ate trader4. Sardar Pate
4ent t8e far er4 to # in order to gain 8i4 co-operation and 8ep. S8ri De4ai
8ed a eeting at  iage near Anand, on $% ‘ . He ad i4ed t8e
far er4 to for a 4ociety for coection of t8e ik.

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T8e4e iage 4ocietie4 wo6d coect t8e ik t8e 4e9e4 and wo6d decide t8e price4 at
w8ic8 t8ey can 4e t8e ik. T8e di4trict 6nion wa4 a4o for to coect t8e ik fro 46c8
9iage cooperati9e 4ocietie4 and to 4e t8e . It wa4 a4o re4o9ed t8at t8e Go9ern ent 48o6d
be a4ked to b6y ik fro t8e 6nion.

Howe9er, t8e go9t. did not 4ee to 8ep far er4 by any ean4. It ga9e t8e negati9e re4pon4e
by t6rning down t8e de and for t8e ik. To re4pond to t8i4 action of go9t., t8e far er4 of
 went on a ik 4trike. For 15 w8oe day4 not a 4inge drop of ik wa4 4od to
t8e trader4. A4 a re46t t8e Bo bay ik 4c8e e wa4 4e9erey affected. T8e ik
co i44ioner of Bo bay t8en 9i4ited Anand to a44e44 t8e 4it6ation. Ha9ing 4ee ed t8e
condition, 8e decided to f6fi t8e far er4 de and.

T864 t8eir cooperati9e 6nion4 were forced at t8e 9iage and di4trict e9e to coect and 4e
ik on a cooperati9e ba4i4, wit8o6t t8e inter9ention of Go9ern ent.  & %
48owed ain intere4t in e4tabi48ing 6nion w8o wa4 46pported by  "% 
w8o ead t8e far er4 in for ing t8e Cooperati9e 6nion4 at t8e 9iage e9e. T8e Kaira di4trict
ik prod6cer4 6nion wa4 t864 e4tabi48ed in and wa4 regi4tered for ay on ‘
"‘ . Since far er4 4od a t8e ik in Anand t8ro6g8 a co-operati9e 6nion, it
wa4 co ony re4o9ed to 4e t8e ik 6nder t8e brand na e .

At t8e initia 4tage ony A'  of ik wa4 coected e9eryday. B6t wit8 t8e growing
awarene44 of t8e benefit4 of t8e cooperati9ene44, t8e coection of ik increa4ed. Today
A 6 coect ‘‘   of ik e9eryday. Since ik wa4 a peri48abe co odity it
beco e4 diffic6t to pre4er9e ik fora onger period.Be4ide4 w8en t8e ik wa4 to be
coected fro t8e far pace4, t8ere wa4 a fear of 4poiing of ik. To o9erco e t8i4 probe
t8e 6nion t8o6g8t o6t to de9eop t8e c8iing 6nit at 9ario64 6nction4, w8ic8wo6d coect t8e
ik and co6d c8i it, 4o a4 to pre4er9e it for a onger period. T864, today A 6 8a4 ore
t8an ‘A' & in 9ario64 9iage4. Mik i4 coected fro a:o4t ‘'()
. Wit8 t8e financia 8ep fro:  , a44i4tance fro: t8e go9t.of New Zeaand
6nder t8e Coo:bo pan, of R4. 50 :iion4 for factory to :an6fact6re :ik powder and b6tter
wa4 panned.  #, t8e pre4ident of India aid t8e fo6ndation on "
‘A* ‘ A.   $   %, t8e pri:e :ini4ter of India decared it open at
A:6 dairy on "'* ‘ AA.

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,pant i4 at , w8ic8 engaged in t8e :an6fact6ring of :ik, b6tter, g8ee, :ik
powder, fa9o6red :ik and b6tter:ik.

pant i4 at - , w8ic8 engaged in :an6fact6ring c8ocoate, n6tra:6, A:6


Gant8ia and A:6 ite.







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pant i4 at #, w8ic8 prod6ce4 cattefeed.


,%pant i4 at #, w8ic8 engaged in prod6cing c8ee4e.

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Today,  are prod6cing different prod6ct4 6nder t8e brand na:e A:6. Today
A:6 dairy i4  ‘dairy in and  in t8e  , w8ic8 i4 :atter of pro6d for G6 arat
and w8oe India.

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