A

SUMMER INTERNSHIP PROJECT REPORT

ON

“A STUDY ON SUPPLY OF AMUL MILK IN RETAIL

OUTLETS OF RAIPUR CITY”

Submitted for the partial fulfillment of requirement for the award of degree
Master of Business Administration
Amity University Chhattisgarh

Submitted By
Mitesh Rathore
MBA (Gen) Semester III
Session 2018-20

Supervisor Internal Guide

Mr. B. ROHIT Mr. Sumantra Bhattacharya
SENIOR EXECUTIVES (SALES) Assistant Professor
GCMMF LIMITED RAIPUR Amity University Chhattisgarh

Amity Business School

Amity University Chhattisgarh, Manth (Kharora), Tilda, Raipur
 DECLARATION

I the undersigned solemnly declare that the report of the project work
entitled “A Study on Supply of Amul Milk in Retail Outlets of Raipur City” is
based on my own work carried out during the course of my study under the
supervision of Mr. Sumantra Bhattacharya.

I assert that the statements made and conclusions drawn are an outcome of
the project work. I further declare that to the best of my knowledge and belief that
the project report does not contain any part of any work which has been submitted
for the award of any other degree/diploma/certificate in this University or any
other University.

Name of the Candidate: Mitesh Rathore

Enrollment Number: A80301918029
 CERTIFICATE BY GUIDE

This to certify that the report of the project submitted is the outcome of the project work entitled
“A Study on Supply of Amul Milk in Retail Outlets of Raipur City” carried out by Mitesh
Rathore bearing & Enrollment No. A80301918029, carried under my guidance and supervision
for the award of Degree in Master of Business Administration (GEN) of Amity Business School,
Amity University Chhattisgarh.

To the best of my knowledge the report:

i) Embodies the work of the candidate him/herself,
ii) Has duly been completed,
iii) Is up to the desired standard for the purpose of which is submitted.

Mr. Sumantra Bhattacharya

Assistant Professor
Amity University Chhattisgarh
CERTIFICATE BY COMPANY
 ACKNOWLEDGEMENT

I take this opportunity to express my profound gratitude and deep regards to my guide Mr.
Sumantra Bhattacharya, for his exemplary guidance, monitoring and constant encouragement
throughout the course of this project. The blessing, help and guidance given by him from time to
time shall carry me a long way in the journey of life on which I am about to embark.

I also take this opportunity to express a deep sense of gratitude to Mr. B. Rohit, Senior Executive
Sales, GCMMF+ Ltd. for his cordial support, valuable information and guidance, which helped
me in completing this task through various stages and I am also grateful to Mr. Ajay Saket for
her guidance during the period of my project.

I extend my sincere thanks to Dr. Sumita Dave, Director, Amity Business School, Amity
University Chhattisgarh, Dr. Satyendra Patnaik, CRC Coordinator, Amity University
Chhattisgarh for their support and encouragement to undertake the project work.

Lastly, I thank almighty god, my parents, brother and friends for their constant encouragement
without which this project would not be possible.
 EXECUTIVE SUMMARY

The project presented here gives a detailed analysis of Retailer penetration of AMUL pouch milk
in Raipur market and the content being provided in terms of services to the customers. Milk is a
most perishable item and demand of that product is increase day by day so company have to
provide most frequently supply to the consumer.

I came to know about how to penetrate the product in the market threw the distribution channels.
in this process I had identify that what is the actual demand of the product and what is the actual
supply of that product in the market and what will be the effect if

1. SUPPLY(S) < DEMAND(Y)

2. SUPPLY(S) > DEMAND(Y)
 TABLE OF CONTENTS

CONTENT PAGE NO.

Declaration
Certificate by Guide
Certificate by Company
Acknowledgement
Executive Summary
Chapter 1. Introduction
Chapter 2. Company Profile
Chapter 3. Review of Literature
Chapter 4. Research Methodology
Chapter 5. Data Analysis & Interpretation
Chapter 6. Findings of the Study
Chapter 7. Recommendation
Chapter 8. Conclusion
References
Annexure

LIST OF GRAPH
Graph no. Particulars Page No.
5.1 Graph represents
5.2 Graph representing

5.3 Graph representing

5.4 Graph representing

 CHAPTER – 1
INTRODUCTION
OBJECTIVE OF THE STUDY:

 To know how they can maximize their sale.

 To know how to increase number of outlets (retailers) in the city of Raipur.
 To know about retailer as well as consumer satisfaction level.
 To know what retailer wants from any company.
 To know the behavior of the distributor for the retailer side.
 CHAPTER – 2
COMPANY PROFILE
In the year 1946 the first milk union was established. This union was started with 250 liters of
milk per day. In the year 1955 AMUL was established. In the year 1946 the union was known as
KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS’ UNION. This union selected the
brand name AMUL in 1955.

The brand name Amul means “AMULYA”. This word derived form the Sanskrit word
“AMULYA” which means “PRICELESS”. A quality control expert in Anand had suggested the
brand name “AMUL”. 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. (The total sale is Rs. 6 billion in 2005). Today Amul is a symbol of many things
like of the high-quality products sold at reasonable prices, of the genesis of a vast co-operative
network, of the triumph of indigenous technology, of the marketing savvy of a farmers'
organization. And have a proven model for dairy development (Generally known as “ANAND
PATTERN”).

In the early 40’s, the main sources of earning for the farmers of Kaira district were farming and
selling of milk. That time there was high demand for milk in Bombay. The main supplier of the
milk was Polson dairy limited, which was a privately owned company and held monopoly over
the supply of milk at Bombay from the Kaira district. This system leads to exploitation of poor
and illiterates’ farmers by the private traders. The traders used to beside the prices of milk and
the farmers were forced to accept it without uttering a single word.

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
of the 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 Co-operative 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 everyday. But with the growing
awareness of the benefits of the cooperativeness, the collection of milk increased. Today Amul
collect 11 lakhs liters of milk everyday. Since milk was a perishable commodity it becomes
difficult to preserve milk flora 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 1073 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.

PLANTS
First plant is at ANAND, which engaged in the manufacturing of milk, butter, ghee, milk
powder, flavored milk and buttermilk.
Second plant is at MOGAR, which engaged in manufacturing chocolate, nutramul, Amul
Ganthia and Amul lite.
Third plant is at Kanjari, which produces cattelfeed.
Fourth plant is at Khatraj, which engaged in producing cheese.
Today, 13 dairies are producing different products under the brand name Amul. Today Amul
dairy is no. 1 dairy in Asia and no. 2 in the world, which is matter of proud for Gujarat and
whole India.

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
 CHAPTER – 3
REVIEW OF LITERATURE
 CHAPTER – 4
RESEARCH METHODOLOGY
RESEARCH METHODOLOGY:

Methodology is defined as "the analysis of the principles of methods, rules and postulates
employed by a discipline or "the development of methods to be applied within a discipline.
Research methodology is a way of systematically solving the research problem. Research
methodology refers to the various sequential steps adopted by a researcher in studying the
problem with certain objectives in mind.

RESEARCH DESIGN:
Research design is defined as a framework of methods and techniques chosen by a researcher to
combine various components of research in a reasonably logical manner so that the research
problem is efficiently handled.
The Research Design is

RESEARCH TYPE:
The type of research used is

DATA COLLECTION:
Data collected in the form of:-
 Primary Data -
 Secondary Data -
 CHAPTER – 5
DATA ANALYSIS
AND
INTERPRETATION
  What is your average sale per month?

IN RUPPEES

INTERPRETATION:
It was found that 45% retailers are selling (0-1,000) Rs. Milk 30% (1,000-2,000) Rs. 20%
(2,000-3,000) Rs. and 5% are selling more than 3,000 Rs. milk per day.

 Which brands of Milk have in your shop?

 Blue – Amul

 Purple–More than one

 Red – Vachan

 Green – Dinshaw
INTERPRETATION:

It was found that 40% retailers are selling only Amul milk , 15% only Vachan ,3% only Dinshaw
and 42% are selling more than one brand of milk.

 Those retailers who were not selling pouch milk when we asked that you are
interested in selling Amul pouch milk.

INTERPRETATION:

It was found that 64% retailers are ready to sell Amul milk and 36% are not ready to sell Amul
milk.
  Customer opinion about Amul Milk?

INTERPRETATION:

It was found that customer opinion for Amul milk is good 38%, 54% very good and 8%
excellent.

 Which brand provides best distribution service in milk?

INTERPRETATION:

It was found that 40% retailer are satisfy with the distribution of Amul milk,48% are satisfy with
the distribution of Vachan and 12% are satisfy with the distribution of Dinshaw .

 Who are best competitor of Amul milk?

INTERPRETATION:

It was found that Amul is facing 80% competition from Vachan and 14% from Dinshaw .6%
from others.
  To whom do you like to deal?

INTERPRETATION:

It was found that 65% are like to deal with distributor and rest of them like to deal with
company.

 Which time is preferred for the order?

INTERPRETATION:

It was found that 32% retailer preferred at afternoon and 68% at morning for the order.

 Is there any problem regarding the Amul milk?

INTERPRETATION:

It was found that 66% retailer had not a problem regarding Amul milk and rest of them had
problem.

 What do you prefer to pouch milk?

INTERPRETATION:

It was found that 42% consumer prefer to availability, 28% quality, 22% price and 8% taste in

pouch milk.
 CHAPTER – 6
FINDINGS OF THE STUDY
 During the survey it was found that still there are 70% people uses loose milk.

 Amul is not providing the leakage facilities to the ADA so that retailer is not satisfied with the
ADA due to profit margin.

 Retailer margin is less in comparison to there competitor brand Vachan.

 More leakage problem is happen in brand of amul milk due to excess capacity of milk(12lit
/crates) while Vachan is providing 10 lit /crates

 In its advertisement is not using any brand ambassador which attracts all age group people.

 There is lake of Sales Promotional Activities i.e. wall painting, ice-box, Boards, etc.

 I find the main thing is that “Amul” brand name has very good image in consumer’s mind and
they consider it as Pure & Good Product.

 People who have tasted Amul milk are not ready to purchase any other milk brand.
 CHAPTER – 7
RECOMMENDATION
 In order to maintain and increase the sales in the city of Raipur, the following recommendations
regarding Amul milk; particularly regarding advertisement, distribution, promotional policies,
etc, are hereby suggested:

 Amul should provide the ice box for those retailer they don’t have fridge but they have good
demand of milk , due to ice box there sale is less

 First and foremost Amul should take proper action in order to improve the service of distribution
networks therefore retailer get the supply on time(not before the time and not after the time).

 Though Amul milk advertisements are rarely shown on television yet many people could recall it
as per the data of research. It shows that there is only need to give advertisement only to
rememorize customers. Because Amul has very strong brand name.

 Company should work in the packaging of milk therefore short out the leakage problem.

 Company should provide only 10 lit/crate milk therefore short out the leakage problem.

 Company should reduce Rs1.00 in 1 Lit packaging therefore consumer will purchase the 1lit
milk pack in comparison to competitor brand
CHAPTER - 8
CONCLUSION
 CONCLUSION

As we know that Amul (G.C.M.M.F.) 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 organisaion but milk industry is a
profitable industry we can’t ignore it. With the help of research, company can find out its week
points in milk segment and can increase its market share through rectify mistakes. People have
believed in Amul’s product and they will accept its fresh milk also if effective actions were
taken.

The survey resulted into following conclusions:

 Amul must come up with new promotional activities such that people become more aware about
Amul milk .

 In comparison to Amul milk, the other players such as Vachan, and Dinshaw provide a better
availability and give competition to the hilt due to local brand .

 People are mostly satisfied with the overall quality of Amul milk, but for the existence in the
local market Amul must use aggressive selling techniques
 REFERENCES

1. www.amul.com

2. www.amuldairy.com

3. www.marketresearch.com

4. Research Methodology. ( Harper W.Boyd, C. R. Kothari )

 ANNEXURE

Questionnaire

Name of Retailer:

Name of retail shop:

Address:

Contact No:

1. What are your average sales per day?

(a) 0-1000Rs.

(b) 1000-2000 Rs.

(c) 2000-3000Rs.

(d) More than 3000 Rs.

2. Which brands of Milk have you in your shop?

(a) Amul

(b) Vachan

(c) Dinshaw

(d) More than one

3. Which brand is preferred by customer?

(a) Amul (b) Vachan

(c) Dinshaw (d) Others

4. Customers opinion about Amul Milk?

 (a) Good (b) Very good (c) Excellent

5. Those retailers who were not selling pouch milk when we asked that you are interested in
selling Amul pouch milk.

(a) Yes (b) No

6. Average customer demand of different brands of Milk?

(a) Amul (b) Vachan

(c) Dinshaw (d) Others

7. Distribution of Amul Milk?

(a) Good (b) Very Good (c) Bad

8. Who are best competitors of Amul milk?

(a) Vachan (b) Dinshaw

9. Which brand provides best distribution service?

(a) Amul (b) Vachan (c) Dinshaw

10. To whom do you like to deal?

(a) Distributors (b) Company

11. Which time do you prefer for order?

(a) Morning (b) Evening

12. Is there any problem regarding the Amul milk?

(a) Yes (b) No

13. What do you prefer to pouch milk?

(a)Quantity (b) Price

(c)Taste (c) Availability