UNIVERSITY OF MUMBAI

PROJECT REPORT ON

Marketing Management of Amul Company

SUBMITTED BY PRASAD D. MAHAJAN

MASTERS IN COMMERCE - MANAGEMENT (Part I)

UNDER THE GUIDANCE OF: Prof. Neeta Nerurkar

PTVAs M.L DAHANUKAR COLLEGE OF COMMERCE Vile Parle (East), Mumbai 2012-2013

CERTIFICATE

I, Prof. Neeta Nerurkar here by certify that Prasad D. Mahajan of M. L. Dahanukar College of Commerce of MCOM - Management (Part I) has completed project on Human Resource Management of Amul Company during academic year 2012-2013. The information submitted is true and original to the best of my knowledge.

Signature of Project Guide

Signature of the Principal

DECLARATION

I, Prasad D. Mahajan of M. L. Dahanukar College of Commerce of MCOM Management (Part I), hereby declare that I have completed project on Human Resource Management of Amul Company in the academic year 2012-13, as per the requirement of the University of Mumbai as a part of Masters In Commerce Management (Part I) programme. The information submitted is true and original to the best of my knowledge.

Prasad D. Mahajan

ACKNOWLEDGMENT

I owe a great many thanks to a great many people who helped and supported me during this project. My deepest thanks to the Guide of this project Professor Neeta Nerurkar, for guiding and correcting various documents of mine with attention and care. She has taken pain to go through the project and make necessary correction as and when needed. I would also thank my Institution and my faculty members without whom this project would have been a distant reality. I also extend my heartfelt thanks to my family and well wishers.

INDEX

Sr.
No.
1 2 3 4 3 4 5 6 7 8 9 10 11 11 12

PARTICULARS
Executive Summary Amul Organization Profile Introduction History of Amul Organization Amul and Co-Operation PEST of Amul Marketing Management Marketing Mix Market Segmentation Marketing and GCMMF Types of Market Segmentation The Process-Data Model of Marketing Segmentation Product Positioning Research Methodology Research Design

Page No.
7 8 9 10 11 12 13 14 15 16 19 22 24 26 30

INDEX

13 14 15 16 17 18

Market Targeting Distribution Strategy Futuristic Vision Influencing Factors of 21st Century Conclusion Bibliography

33 35 36 37 38 40

Executive Summary
AMUL is a co-operative sector. It is the institution of the farmers, for the farmers and from the farmers. The AMUL gives pleasure to the farmer to charge the own price, which was not possible in earlier years. This union was born on 14th December 1946. The union provides facilities to its members like more return, satisfactory price, insemination, first aid, group Insurance, cattle food at confessional price etc. I have done case analysis on HRIS of AMUL and from that I have come to know how organization operates and how the functions have been carried in the organization. From this is case I have come to know how a wide organization like AMUL manages its AMUL dairy has five main departments like finance, personnel, commercial, milk procurement and production. The finance department does the clerical work and takes care of inflow and outflows of the cash. The other work of finance Department is to audit of annual work. The personnel department handles the work regarding personnel like appointment, recruitment, promotion, transfer, dismissal, demotion, performance appraisal etc.

Organization Profile

Name

: Kaira District Co- Operative Milk Producers Union Limited, Anand.

Form Reg.Office

: Co-Operative Sector under the Co- Operative Society Act. : Kaira District Co-Operative Milk Producers Union Ltd, Anand -3881001. Gujarat, India.

Promoters

(1) Shri Tribhuvandas Patel (2) Shri Morarji Desai (3) Shri Vallabh Bhai Patel

(4) Dr. Varghese Kurien

Auditors Socities Members Office Time Premises Registration

: Special Auditors (Milk), Milk Audit Office Anand. : 1113. : 6, 31,333. : 10:00 A.M To 06:00 P.M. : 49.55 Acres. : 14th December, 1946.

Introduction
Market segmentation is the process in marketing of grouping a market (i.e. Customers) into smaller subgroups. These markets are often termed niche markets or specialty markets. These segments are fairly homogeneous in their attitudes about certain variables. Because of this intra-group similarity, they are likely to respond somewhat similarly to a given marketing strategy. That is, they are likely to have similar feeling and ideas about a marketing mix comprised of a given product or service, sold at a given price, distributed in a certain way, and promoted in a certain way. Market segmentation is the identification of portions of the market that are different from one another. Segmentation allows the firm to better satisfy the needs of its potential customers. The marketing concept calls for understanding customers and satisfying their needs better than the competition. But different customers have different needs, and it rarely is possible to satisfy all customers by treating them alike. Mass marketing refers to treatment of the market as a homogenous group and offering the same marketing mix to all customers. Mass marketing allows economies of scale to be realized through mass production, mass distribution, and mass communication. The drawback of mass marketing is that customer needs and preferences differ and the same offering is unlikely to be viewed as optimal by all customers. If firms ignored the differing customer needs, another firm likely would enter the market with a product that serves a specific group, and the incumbent firms would lose those customers. Target marketing on the other hand recognizes the diversity of customers and does not try to please all of them with the same offering. The first step in target marketing is to identify different market segments and their needs. The purpose of segmentation is to identify and target prime customer groups (eg the 20% that account for 80% of your sales) so that you get the maximum return from a limited marketing budget (the most bang for your buck).
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History of Amul
Amul was formally registered on December 14, 1946. The brand name Amul, sourced from the Sanskrit word Amoolya, means priceless. It was suggested by a quality control expert in Anand. Some cite the origin as an acronym to (Anand Milk Union imited). The Amul revolution was started as awareness among the farmers. It grew and matured into a protest movement that was channeled towards economic prosperity. It is a dairy cooperative movement in India. It is a brand name managed by an apex cooperative organization, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by some 2.41million milk producers in Gujarat, India. It is based in Anand town of Gujarat and has been a sterling example of a cooperative organization's success in the long term. The Amul Pattern has established itself as a uniquely appropriate model for rural development. Amul has spurred the White Revolution of India, which has made India one of the largest milk producers in the world. It is also the world's biggest vegetarian cheese brand. Amul's product range includes milk powders, milk, butter, ghee, cheese, chocolate, ice cream, cream, shrikhand, paneer, gulab jamuns, basundi, Nutramul brand and others. In January2006, Amul plans to launch India's first sports drink Stamina, which will be competing with Coca Cola's Powerade and PepsiCo's Gatorade. Amul is the largest food brand in India with an annual turnover of US $868million (2005-06). Currently Amul has 2.41 million producer members with milk collection average of 5.08 million liters/day. Besides India, Amul has entered overseas markets such as Mauritius, UAE, USA, Bangladesh, Australia, China, Singapore, Hong Kong and a few South African countries. Its bid to enter Japanese market in1994 had not succeeded, but now it has fresh plans of flooding the Japanese markets. Other potential markets being considered include Sri Lanka.

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Amul and Co-Operation

The CEO, Mr. B M Vyas, said that. Amul is not a food company; it is an IT company in the food business. In saying this he was recognizing that the most efficient way of building links between milk producers and consumers so as to provide the best returns for the both is through IT innovation. Thus is why Amul has embraced the ideas behind coop with such enthusiasm. Not only will the TLD enable consumers in India to recognize an established brand they can trust online, it will enable Amul to begin trading competitively throughout the world, reaching markets, which have hitherto been inaccessible. The CIO, Mr. Subbarao Hegde said, Information Technology is the most effective tool we have in communicating with our members and the millions of consumers who purchase Amul products throughout India every day. Coop not only reflects the cooperative values which shape our own organization democratically dynamic, it will also give us a vital business advantage as we seek to develop the Amul brand throughout the world. 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 foundin several Indian languages. Amul products have been in use in millions of home since 1946.Amul Butter, Amul Milk Powder, Amul Ghee, Amulspray, Amul Cheese, Amul Chocolates, Amul Shrikhand, Amul Ice cream, Nutramaul, Amul Milk and Amulya have made Amul a leading food brand in India. (Turnover: Rs. 29 billion in 2004). Today Amul is a symbol of many things. Of highquality products sold at reasonable prices.

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Pest Analysis of Amul

P 1) Since the budget range is decontrolled, no political effects are envisaged. E 1) Increasing per capita income resulting in higher disposable income 2) Growing middle class/urban population increase in demand. 3) Low cost of production better penetration. S 1) Per capita consumption expected to increase fashion. 2) Increasing gifts culture increase in demand. 3) Lower cholesterol than Mithais (sweet meat) substitute demand T 1) Will have to reinforce technology to international levels once India is a free economy

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Marketing Management
Every organization that produces one or more products requires marketing of the products sell them in the market. It is only through marketing that people know about a company's products. Hence marketing is considered as a key activity of organization. The organization requires sound marketing structure to carry on its marketing activities. However the concept of marketing is not confined only to selling of goods and services to customers. Instead the company tries to create and maintain the customer base through marketing. The marketing thus focus on the customer needs and wants in the market and emphasis on producing and selling only those goods, which have higher demand in market. The company mainly markets its products through advertising. Marketing uses various sales promotional tools to boost the sales of the company. The marketing department thus should have sound distribution channel and promotional system to make the marketing activities sound. The marketing concept holds the key to achieving its organizational goals consists of the company being more effective than competitors in creating, delivering and communicating customer value to its chosen target markets. Marketing starts with the determination of consumer wants and ends with the satisfaction of those wants. The concept says that any business should be organization around the marketing function, anticipating and stimulating and meeting customers need. The marketing concept rests on four pillars and they are 1. Target market 2. Customer needs 3. Integrated marketing 4. Profitability AMUL has also its own marketing concept. AMUL targets all type of

customers like babies, children, young customers and old age customers etc. Amul try best for satisfying needs by providing good quality products.

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Marketing Mix
The firm attempts to generate a positive response in the target market by blending these four marketing mix variables in an optimal manner. Now, lets see the marketing mix for new launch of AMULS CHOCO CRUNH i.e., their products, price, place and promotion. The marketing mix, which is set of four elements or four P of marketing are as follow 1. Product 2. Price 3. Place 4. Promotion Same as four P there is also four C of marketing. 1. Customer solution 2. Cost 3. Convenience 4. Communication

Product : A product is anything that satisfies needs or wants and can be offered to the market for exchange. A product can be goods, services without product there is no marketing. This includes product variety, product design, packaging, quality, brand name, size etc. AMUL produces and sell i.e. Milk; it has to plan its product very carefully so that the consumer gets only good quality products. There are various products marketed by GCMMF.

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List of products marketed Bread spread Amul butter Amul Lite Low bread spread Amul cooking butter Cheese range Amul Malai panner ( cottage cheese) Amul pasteurized processed cheese Amul pizza cheese Amul Emmiatial cheese UHI Milk Range Amul shakti 3% fat milk Amul Taaza 1.5% fat milk Amul Gold 4.5% fat milk Amul fresh Toned milk Amul snowcap soft milk. Pure ghee Amul pure ghee Amul cow ghee Sagar pure ghee

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Infant Milk Range Amul infant milk formula (0.6 millions) Amul infant milk formular Amul spray infant milk food Curd products Yogi sweetened flavored dahi Amul Lassee Amul masti Dahi Price :The prices of products of Amul are also decided by the GCMMF. The GCMMF conducts the market survey to check the validity and feasibility of prices in the market and accordingly decides the prices of Amul products. The price of the products of Amul are also decided by the Gcmmf .The Gcmmf conducts the market survey to check the validity and feasibility of prices in the market and accordingly decides the price of Amul products . However, the price is inclusive of several elements like: Cost of milk Labour cost Processing cost Packaging cost Advertising cost Transportation cost Sales promotion cost

The GCMMF considers all this cost. Aspects and set them up in pricing structure to decide the selling price of milk and milk products.
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 Promotion IT includes a variety of techniques including advertisement, sale promotion, public relations and personal selling that are used to communicate with customers and potential customers. Television is the best media for advertising in the local areas. Hoardings designed on the creative basis attract the customers more.

Place Place refers to marketing activities that make products available to consumers at the right time in a convenient location. Place refers as distribution Channels .IT is the process of moving products from the producer the consumer. Amul has developed federation and Amul parlors located in several parts of country. Amul have managed to create more than 2300. Amul have identified certain potential locations such as Railway, Airports, universities, and shopping malls. The GCMMF handles the workers relating to Managing of stocks and distributors to in the country. Thus GCMMF looks offer the disbursement of products to the various Marketing channels.

Market Segmentation
Any commodity has not a single Market. But it has a composite Market which can be divided on the basis of age, gender, preferences etc. The process of dividing a market into distinct groups of buyers is called market segmentation. Market segmentation may be defined as a process of dividing a Market into different submarkets on the basis of some definite criteria. At Amul, since marketing activities are handling by the GCMMF, market segmentation is also decided by GCMMF. Generally, Milk products like Butter, cheese are also popular in the all age group. Hence they are segments at the national level. Milk products like chocolates and milk powder are segmented on the basis of age. The GCMMF conduct the market survey to know demand for the products of Amul in the Market and then accordingly determines the market segments, defines the target market.
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Marketing & GCMMF

GCMMF is Indias largest exporter of dairy products. It has been awarded as a Trading House status. GCMMF has received the APEDA award from the government of India for Excellence in dairy products Exports for the last 11 years. GCMMF is Indias largest food products Marketing Organization. It is a state level apex body of milk co-operatives in the Gujarat which aims to provide remunerative returns to farmers and also serve the interest of consumers by providing quality products which are good value for money

Requirements of Market Segments

In addition to having different needs, for segments to be practical they should be evaluated against the following criteria: Identifiable: the differentiating attributes of the segments must be measurable so that they can be identified.

Accessible: the segments must be reachable through communication and distribution channels.

Substantial: the segments should be sufficiently large to justify the resources required to target them.

Unique needs: to justify separate offerings, the segments must respond differently to the different marketing mixes.

Durable: the segments should be relatively stable to minimize the cost of frequent changes.

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Types of Market Segmentation

Bases for Segmentation in Consumer Markets Consumer markets can be segmented on the following customer characteristics. Geographic Demographic Psychographic Behavioralistic

1. Geographic Segmentation The following are some examples of geographic variables often used in segmentation. Region: by continent, country, state, or even neighborhood Size of metropolitan area: segmented according to size of population Population density: often classified as urban, suburban, or rural Climate: according to weather patterns common to certain geographic regions

2. Demographic Segmentation Some demographic segmentation variables include Age, Gender, Family size, Family lifecycle, Generation: baby-boomers, Generation X, Income, Occupation, Education, Ethnicity, Nationality, Religion, Social class, etc. Many of these variables have standard categories for their values. For example, family lifecycle often is expressed as bachelor, married with no children (DINKS: Double Income, No Kids), full-nest, empty-nest, or solitary survivor. Some of these categories have several stages, for example, full-nest I, II, or III depending on the age of the children.

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3. Psychographic Segmentation Psychographic segmentation groups customers according to their lifestyle. Activities, interests, and opinions (AIO) surveys are one tool for measuring lifestyle. Some psychographic variables include Activities, Interests, Opinions, Attitudes, Values, etc.

4. Behavioralistic Segmentation Behavioral segmentation is based on actual customer behavior toward products. Some behavioralistic variables include Benefits sought, Usage rate, Brand loyalty, User status: potential, first-time, regular, etc., Readiness to buy, Occasions: holidays and events that stimulate purchases, etc. Behavioral segmentation has the advantage of using variables that are closely related to the product itself. It is a fairly direct starting point for market segmentation.

Market Segmentation of Amul

Homogeneity within the segment Heterogeneity between segments

Segments are measurable and identifiable Segments are accessible and actionable Segment is large enough to be profitable

These criteria can be summarized by the word SADAM: S Substantial: the segment has to be large and profitable enough A Accessible: it must be possible to reach it efficiently D Differential: it must respond differently to a different marketing mix A Actionable: you must have a product for this segment M Measurable: size and purchasing power can be measured.
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The Process-Data Model of Marketing Segmentation

A given diagram is a generic process-data model is given for the whole process of segmenting and positioning as a basis of deciding on the most effective marketing strategy and marketing mix. This model consists of the three main activities: segmenting, targeting and positioning. It shows the chronological dependency of the different activities. On the right side of the model the concepts resulting from the activities are showed. The arrows show that one concept results from one or more previous concepts; the concept cannot be made when the previous activities have not taken place. Below the three main activities are shortly described as well as their role as a basis for the next step or their dependency on the previous step.

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Product Positioning
The process of creating an image of a product in the minds of the consumers is called as positioning. Positioning helps to create first impression of brands in the minds of target audience. In simpler words positioning helps in creating a perception of a product or service amongst the consumers. Product positioning is closely related to market segment focus. Product positioning involves creating a unique, consistent, and recognized customer perception about a firms offering and image. A product or service may be positioned on the basis of an attitude or benefit, use or application, user, class, price, or level of quality. It targets a product for specific market segments and product needs at specific prices. The same product can be positioned in many different ways. The key to product positioning understands the dimensions consumers use to evaluate competing marketing programs and make purchase decisions. It may be helpful for small business managers to create a graph in order to map consumer perceptions along several different dimensions. Once consumer perceptions are understood, the next step is to select the best positioning for the product and take steps to align the marketing program behind this positioning choice. Some examples of possible positioning choices include quality, reliability, and unique features or benefits. Before delving into product positioning further, it may be helpful to understand the process and goals of market segmentation. To position successfully the marketer must have thorough knowledge of the key benefits sought by the market. Obviously the more effort the marketer expends on segmentation (i.e., reached Stage 3) the more likely they will know the benefits sought by the market. Once known, the marketer must: 1) tailor marketing efforts to ensure their offerings satisfy the most sought after benefits, and 2) communicate to the market in a way that differentiates the marketers offerings from competitors.

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Steps to Product Positioning Marketers with the positioning process try to create a unique identity of a product amongst the customers. Know your target audience well It is essential for the marketers to first identify the target audience and then understand their needs and preferences. Every individual has varied interests, needs and preferences. No two individuals can think on the same lines. Know what your customers expect out of you. The products must fulfill the demands of the individuals. Identify the product features The marketers themselves must be well aware of the features and benefits of the products. It is rightly said you cant sell something unless and until you yourself are convinced of it. A marketer selling Nokia phones should himself also use a Nokia handset for the customers to believe him. Unique selling Propositions Every product should have USPs; at least some features which are unique. The organizations must create USPs of their brands and effectively communicate the same to the target audience. The marketers must themselves know what best their product can do. Find out how the products can be useful to the end-users? Let individuals know what your brand offers for them to decide what is best for them. Know your competitors A marketer must be aware of the competitors offerings. Let the individuals know how your product is better than the competitors? Never underestimate your competitors. Let the target audience know how your product is better than others. The marketers must always strive hard to have an edge over their competitors.

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Research Methodology
Marketing Research is the systematic design collection, analysis and reporting of data and findings relevant to a specific marketing situation of the company. Amul performs the marketing research mainly to launch new products in the market. The purpose is of checking the validity of the new products in the market for the local new. Amul conducts the market survey by appointing business administration students for conducting the market survey. Extending policy of the new producted launched, Amul has recently launched the energy drink named STAMINA specially targeted to the people who are playing sports daily. Research, particularly in social science contains endless word spinning and too many quotations; end result though may be far from expectations. In context of planning and development it is to be noted that it significant lies in quality than quantity. Therefore, eventually proper attestation has to be paid to designing and adhering to appropriate methodology throughout so as to improve the quality of the research. Research type: This type of result is Descriptive research .Descriptive Research includes surveys and fact finding enquiries of different kinds. The major purpose of Descriptive Research is description of the state of affairs, as it exists at present. Research Design: The survey was conducted for the Amul products where a questionnaire was filled from the retailers, wholesaler and consumers. The population and the samples were evenly divided in such a manner so as to extract the best possible results within the given limitation.

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Sampling Design: The survey was conducted within a selected part of Pune region by dividing the sample evenly. The whole of Pune region was divided based on the number of wholesalers and retailers. Sampling Unit: Retail outlets. Sample Size: 950 retail outlets. Areas Covered: NDA, Uttamnagar, Manikbaug, Suncity, Wadgoan, pimprinighidi, Vallabhnagar, Ajemera, Pradhikiran, Paudroad, Warje 1 & 2, Karvenagar, Kothrud.

Method of Data collection: There are several method of data collection available but,one of the most common method is-questionnaire method,same was found appropriate for this research , for the reason that Questionnaire is one of the most commonly used methods. It is cost-effective. It is time-effective.

The questionnaire was designed by us and also with the help of panel members of Amul.

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Determination of sources of Data collection: A list of retailers was generated area wise and later on contacted individually. Sampling procedures: The procedure employed for conducting the survey is on random basis. The database was referred for carrying out the survey. First the areas to be covered were decided and then the respondents were contacted directly. As the respondents filled the sheets, his/her view relating to his expectation was also noted. This was done with the aim to gather the information, which would provide related and relevant insights as to what did the customer expect.

Tools for the Data Collection: For the collection of primary data one to one interview method with the help of well structured questionnaire with both open and closed ended questions were used.The survey of all retailers was conducted and their responses were taken down carefully with the help questionnaire.

Tools for Data Analysis: For the purpose of analyzing the data statistical tools such as weighted average method and percentage analysis were used.For better understanding the raw data tools like bar graphs and pie charts were used.

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Limitations: The sample size: The biggest limitation of the research is the wide area of Pune region. Only 30% of the entire area was considered for the research. The sample size was too small when we take the universe into the consideration, which is very big. The survey was done in a part of Pune city hence if generalizations are to be made for whole city, some deviations might occur. Though the data is collected in a best possible way but still the above figures depict the performance of the company. The sample selected was done on random basis and taken from few selected areas that are supposed to represent the whole population. Hence some deviations might be there when the same is applied to the whole universe. Retailers did not provide the real data for the study. Retailers are scattered all over Pune city and its very difficult to locate and contact each of them. The big retailer is not ready to fill up the questionnaire. Feedback may not be very reliable owing to difference in opinion.

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Research Design

Identify the Problem To study the market segmentation of Amul chocolate & Shrikhand in pune market Designing of Research Procedure Procedure employed for survey is on random basis. Areas to be covered were decided and the respondents were contacted directly. Expectations and views were noted as the respondents filled in Defining Methods of Data Collection their response sheets. Primary Data Secondary Data Collection of Data from websites, manuals and company records

Questionnaire Prepared Surveyed 950 retail outlets in Pune city

Analyzing and tabulating the Data 1. For analyzing of Data, statistical tools such as weighted average method and percentage analysis were used 2. Also, Data was tabulated with the help of Bar charts and Pie diagrams. Interpretation of Data

Findings
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1. Amul India has a market share of around 5% in

Chocolate industry for which the competitors includes leaders like Cadburys & Nestle. 2. For Shrikhand market, Amul has a market share of 30% which includes tough competition with chitle, warna & Gagangiri. 3. The distribution Network of Amul India has to be more efficient as compared to others. 4.The Trade margin for Amul products is quite Suggestions high.
1.Should increase the awareness of Amul products

through advertising in various media. 2.The Retail margin for their products should be increased so that that more number of retailers will have Amul products.

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Analysis and Interpretation

Graphical Representation of Data The data is obtained by administering the questionnaire to the selected samples and the results are calculated on the basis of the data thus collected. The data is supported by graphs and charts for easy understanding. Pie Diagram Showing the Market Share of Chocolates
MARKET SHARE OF CHOCOLATES

CADBURY 48% OTHERS 18% ` AMUL 16%

NESTLE 18%

AMUL

NESTLE

CADBURY

OTHERS

Competitors Cadbury Nestle Amul Others Explanation:

Market Share (%) 48 18 16 18

From the fig.1, we can see that, Amul faces a tough competition with the leaders from chocolate industry like Cadbury & Nestle. Cadbury leads the market of Chocolates with a market share of 48% and Amul with a share of mere 16%.

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Pie Diagram Showing the Market Share of Shrikhand

MARKET SHARE OF SHRIKHAND

Warna 20%

Gagangiri 10% Amul 30%

Chitale 40%

Amul

Chitale

Warna

Gagangiri

Competitors Amul Chitale Warna Gagangiri

Market Share (%) 30 40 20 10

Explanation: From the fig.2, it shows the market share of shrikhnad in Pune region. The fig. Clearly reflects that the share of Amul Shrikhand holds a good position after Chitale. The market share is about 30% of Amul, 40% of Chitale, 20% of Warna& 10% of Gagangiri.
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Market Targeting
After the most attractive segments are selected, a company should not directly start targeting all these segments. The attractiveness of the segments is also depending on other important factors. In the main activity of defining a target market, four sub activities are given which are the bases for deciding on which segments will actually be targeted.

AGE GROUP TARGETED

60 50 40 30 20 10 0 7 - 20 yrs 21 - 40 yrs 40 - 50 yrs

Target

The four sub activities performed by Amul while targeting are: Defining the abilities of the product and resources needed to enter a market Analyzing competitors on their resources and skills Considering the companys abilities compared to the competitors Deciding on the actual target markets.

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The first three sub activities are described at the topic competitor analysis. The last sub activity of deciding on the actual target market is an analysis of the information made available when comparing the companys abilities to the competitors. This analysis leads to a list of segments which are most attractive to target and have a good chance of leading to a profitable market share. Obviously, targeting can only be done when segments are predefined; there have to be segments to analyze the competitors which are in this market. When the process of targeting is ended, the markets to target are selected, but the way to use marketing in these markets is not yet defined. To decide on the actual marketing strategy, knowledge of the differential advantages of each segment is needed. When positioning a product, the segments are first analyzed, this process is described next.

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Distribution Strategy
In order to ensure a continuous & efficient distribution, an approximate figure has to be arrived at for getting the initial orders & to ensure adequate supply so that any delays or resultant losses are avoided. For this purpose, the company adopted the consumer response hierarchy model so that, it is ensured that all the company enters the market with a bang avoiding any problems of late or inadequate supplies. This is highly essential to support the huge promotional budget, since if the supplies arent at the right time, all other effort can be in vain. Studying the Demographic Conditions of INDIA It is expected that 80% of this targeted population will get aware about the products with the help of the sales promotion, advertising and other marketing tactics. Out of the People being aware of the products & the company, 60% will have somewhat exact knowledge of the product. It is expected that out of the people having the knowledge of the product, with the product features and the requirement of milk in the country, 40% will develop a liking for the products. 20% of the target audience who have developed a liking, will opt for the companys product as against the products they are using for daily consumption. 10% of the people who might prefer the product, will actually try it for the first time. 5% of the people who have tried it for the first time, might be convinced to purchase the product again Thus, adding up the people trying the product and the re-purchaser of the products, it comes up to 624960 people.

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Futuristic Vision
On the basis of the various issues and challenges the following suggestions will be of much help to the philosophy of HRM with regard to its futuristic vision: There should be a properly defined recruitment policy in the organization that should give its focus on professional aspect and merit based selection. In every decision-making process there should be given proper weightage to the aspect that employees are involved wherever possible. It will ultimately lead to sense of team spirit, team-work and inter-team collaboration. Opportunity and comprehensive framework should be provided for full expression of employees' talents and manifest potentialities. Networking skills of the organizations should be developed internally and externally as well as horizontally and vertically. For performance appraisal of the employees emphasis should be given to 360 degree feedback which is based on the review by superiors, peers, subordinates as well as self-review. 360 degree feedback will further lead to increased focus on customer services, creating of highly involved workforce, decreased hierarchies, avoiding discrimination and biases and identifying performance threshold. More emphasis should be given to Total Quality Management. TQM will cover all employees at all levels; it will conform to customer's needs and expectations; it will ensure effective utilization of resources and will lead towards continuous improvement in all spheres and activities of the organization. There should be focus on job rotation so that vision and knowledge of the employees are broadened as well as potentialities of the employees are increased for future job prospects. For proper utilization of manpower in the organization the concept of six sigma of improving productivity should be intermingled in the HRM strategy.

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 The capacities of the employees should be accessed through potential appraisal for performing new roles and responsibilities. It should not be confined to organizational aspects only but the environmental changes of political, economic and social considerations should also be taken into account. The career of the employees should be planned in such a way that individualizing process and socializing process come together for fusion process and career planning should constitute the part of human resource planning.

Major Influencing Factors in 21st Century

In the 21st century HRM will be influenced by following factors, which will work as various issues affecting its strategy: Size of the workforce. Rising employees' expectations Drastic changes in the technology as well as Life-style changes. Composition of workforce. New skills required. Environmental challenges. Lean and mean organizations. Impact of new economic policy. Political ideology of the Government. Downsizing and rightsizing of the organizations. Culture prevailing in the organization etc.

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CONCLUSION

To conclude Human Resource Management should be linked with strategic goals and objectives in order to improve business performance and develop organizational cultures that foster innovation and flexibility. All the above futuristic visions coupled with strategic goals and objectives should be based on 3 H's of Heart, Head and Hand i.e., we should feel by Heart, think by Head and implement by Hand. The times when management could arbitrarily dictate terms to the employees and tread upon their rights is something that is not relevant anymore. With the ballooning of the white collar workforce, it becomes necessary for organizations to pay more attention to the needs of the employees more than ever. In recent years, with the high levels of attrition in the service sector, it has become imperative for firms to have a structured separation plan for orderly exits of employees. Of course, the concept of pink slips or involuntary exits are another matter altogether and involve some bitterness that results because of the employee losing his or her job. In conclusion, it is our view that employee separations must be handled in a professional and mature manner and though attrition is a fact that concerns everyone in the industry, once an employee decides to leave, the separation must be as smooth as possible. As we know that Amul is very big organization and market leader in dairy products. It has maximum market share in Milk, Butter and Cheese, which are its main/core products. As we know Amul is a co-operative organization but chocolate industry is a profitable industry we cant ignore it. With the help of research, company can find out its week points in chocolate product and can increase its market share through rectify mistakes. People have believed in Amuls product and they will accept its chocolates also if effective actions were taken.

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The survey resulted into following conclusions: Amul must come up with new promotional activities suchthat people become awareabout Amul Chocolates like Chocozoo, Bindaaz, and Fundoo. Quality is the dominating aspect which influences consumerto purchase Amul product, but prompt availability of other chocolate brands and aggressive promotional activities byothers influences the consumer towards them and also leads to increase sales. In comparison to Amul Chocolate, the other players such asCadbury, Nestle, areprovide a better availability and give competition to the hilt. People are mostlysatisfied with the overall quality of AmulChocolate, but for theexistence in the local market Amulmust use aggressive selling techniques.

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BIBILOGRAPHY

www.amul.co.in
www.hrm.com www.google.com www.marketresearch.com www.dairy.com Research Methodology (HarperW.Boyd, C. R. Kothar)

Human resource management ashwathappa

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