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MOTHER DAIRY
Submitted to:
Tanvi A.Nahar
S.Y. B.B.A A ROLL NO: 82
Submitted to:
GLS Institute of Business Administration GLS Campus, Opp Law Garden, Ellis Bridge, Ahmedabad
PREFACE
The systematic Knowledge of management is essential in business. Demand for trained and professional manager is increasing day by day. Keeping this condition in view Gujarat University has started B.B.A program which prepares managers for tomorrow. The industrial visit is very important to develop managerial ability at the level of B.B.A students. The training gives me an opportunity to test and verify application of theories and comprehend integration between management theory and practices. Being a student of management it was golden opportunity for me to have this type of visit by this I came to know about the functioning of industries I went to an industrial visit at MOTHER DAIRY I have tried my best to present all the information to the best of my abilities.
ACKNOWLEDGEMENT
I would also like to gratitude to the entire officer and other staff member of the MOTHER DAIRY who provides us full details of their unit. I am thankful to owner of MOTHER DAIRY who provides all the necessary information for this report. I have no words describe my gratitude for Prof. Swati Modi for giving very best guidance for preparation of this report. Finally I am thankful to all my colleges for their kind co-operation while collection the necessary information for this report.
Distribution channel Advertising Marketing chart Competitors Observation, Future plants and Achievement Problems of Dairy Conclusion Bibliography
Surat district co-operative milk products union Ltd. Surat. Valsad district co-operative milk products union Ltd. Valsad. Rajkot district co-operative milk products union Ltd. Rajkot. Bharuch district co-operative milk products union Ltd. Bharuch. Panchmahal district co-operative milk products union Ltd. Panchmahal. Mother Dairy collects the surplus milk from above member district dairy. It has a capacity of 10, 00,000 liter per day.
Mother Dairy is a co-operative form of business organization. It has fully automatic plant. Its shares in market are 50 to 20 % in India and 70 to 80 Distributors in Ahmedabad. Its products are assured by Quality Assurance service.
Plant visited Mother Dairy 35, near Indira Bridge, Village Bhat, Gandhinagar.
Location pattern
The Mother Dairy is situating at Ghandhinagar. It is situated at very peaceful area. It is very major venture of Gujarat co-operative milk marketing federation Ltd. It is collecting with all villages near by Gandhinagar & Ahmedabad. It is nearer to National Highway No.8. Its transportation facilities is very good service, quality and softly. Labor is easily available here. The plant is nearer to the market of Gandhinager and Ahmedabad. Such favorable condition has helped the plant in rapid development and expansion.
Growth
Mother Dairy is 30-35 years old. It was started with one product i.e. milk not its products have increased. Its products in milk are Amul Taza, Amul Shakti, And Amul Gold and in milk products like Amul ice cream, Amul Ghee, Amul Milk powder, Amul chocolate, Amul Cheese, Amul
Shrikhand, Amul Mithai mate, Amul Gulabjamuns etc. at that time its market in all over Gujarat and also in all over India. Its Daily collection of milk is 10, 00,000 Liters.
Organization Detail
Chairman: Veryhes Kurian Managing Director: B.M.Vyas General Manager: Dr.D.r.Chitele Auditor: Surendra patel Ashish patel Location: Mother Dairy Plot No. 35, Near indira Bridge, Village Bhat, Gandhinagar. Head Office: Gujarat co-operative Milk Marketing Federation Limited. Amul Dairy Road PB No.10, Anand 388 001, India. Phone: +91-2692-258507, 258508, 258509 Fax: +91-2692-240208 Grams: Milk fed Email: gcmmf@amul.com
Collection of Milk
The mother dairy is first to setup co-operative society and it inform to all villagers near by this area thereafter a village man has given a some part of milk, given by co-operative society and this society is opening to some hours and it collects milk either morning or evening. A co-operative society will increase by more and more milk society give a return of rupee and some other facilities. A society gives a facility like an advance loan. It gives all facility to its all member. Mother dairy also collects milk of maximum fats and stuff. Mother dairy collects milk per day in a 10, 00,000 liters. The surplus milk of other district co-operative society is came through trucks and at first sample of that milk is taken into the laboratory.
If it is passed then that milk is accepted. 200 fats 400,000 liters 100 fats 100,000 liters 500 fats 300,000 liters 1000 fats 200,000 liters
Raw Materials
After collecting of milk a mother dairys supervisor he get more milk made a more creamy and fats SNF (solid not fats.) Its some raw material required as under.
Milk, salt, acid and some other chemicals. Process of collection of milk
First the collections of milk of all kens are noted in quality first of all. Then the sample of each kens milk is send to laboratory and laboratories checks the fats and SNF content are tested.
1.
Pasturerization:
After collection and checking and conducting laboratory test the
pasturing process is conducted. There are 3 pasteurized machines for pasturing milk. The milk is passed to the pasturing machine, from the tank with help of water pumps. Here the milk is heated at 80 c to 82 c. By this process they destroy the milk goes to separator machine.
2.
Separation:
Separator machine separate two kids of products skimmed milk
and cream, through channels. There are 106 disks fixed in separation machine. It is taken to the tank which was capacity of 20000 liters. There are total 4 insulated in the dairy. The milk in even tank have different portion of SNF it is testing in laboratory and deficit proportion of fats is added by mixing cream. The tank is not fully filled but some space is kept to fill the additional cream.
Products:
The products of mother dairy are as follows.
(1)
Amul milk:
In Amul milk there are 3 types of milk produced by mother
dairy.
Fats 3% 4.5% 6%
Packaging:
Now the necessary fats and packing in pouches of 250 ml, 500 ml, and liters. The packaging pouches are kept in basket and in each basket 20 pouches are kept the milk then goes to the packaging machine with the help of pipes. There are of 100 pouches in per minutes. As sporadic intervals sample of pouches is weighted on the electronic weighting machine. In this machine there is also a facility of horizontal or vertical packaging.
Storage facilities:
After packaging various pouches the dairy has to store fresh and packed milk. The milk pouches are then taken to the gold storage with a capacity of holding 4500 pouches with temperature of 8 c to 10 c. it is maintaining with the help of expos fans having silicon chips to maintain temperature for restoring a mania is used. The pouches are stored in this room for the whole night and morning they are ready to dispatch.
(2)
Amul ice-cream:
In Amul ice-cream there are various items in ice cream premium
ice cream made in various verities and flavor with dry fruits and nuts. Amul ice cream is made from milk and milk products, sugar, stabilizers and emulsifiers.
Milk fat 13.5% to 14.5% Total solids 40% to 41% Sugar 15% Approx Acidity 0.17%to 0.19%
Food Energy Value: Calories per 100 ml 196.7 kcal Flavors: Vanilla, strawberry, Pineapple, Orange, Rose, Mango, Chocolate, Honey-New-Melon, Tutti frutti, Litchi, Kesar Pista, kaju Draksh, Butter scotch, Choc chips, Raj bhog, and cashew break.
Packaging:
50 ml cup, 500 ml cup, 1 liter pack, 4 liter pack, choc-bar, icecandies, cones and kulfies.
Special features:
Various varieties ice cream can be made from the basic ix by addition of required amount of permissible colors and flavors. Dry fruits and nuts would be used for making premium verities of ice-cream.
(3)
Process of Ghee :
The cream is separated from the separator machine and it is
collected in the butter churning machine. This machine is resolved for one and half hour and butter is prepared. This butter is further taken to the ghee kettle.Where it is heated at 40C prepared ghee. In the department ghee is producing plant production in 28500 liters ghee on
per month and these ghee is preparing by mother dairy is producing in the market name Amul ghee.
Special feature:
It is made from fresh cream. It has typical rich aroma and granular texture. An ethnic product made by durries with decades of experience. Rich sources of vitamin A, D, E, and k.
(4)
milk, a laboratrian made fats and creamy milk. So he added some raw materials like acid, salt and some other chemicals. So this milk is getting more and more fats in milk alter this milk, its try more heating so it made a powder. Mother dairy is special producing by some milk powder is healthy for kids and children. In mother dairy produces for some milk
powder those power is mix in so milk is very testy and nutritions. Milk powder is two types.
Composition:
Milk fat 28% Protein 26% Carbohydrates 37% Minerals 60% Moisture 3%
Calories value: 500 Kcal/100 gm every 60 gm of powder contains minimum 1300i.u. vitamin A and 200i.u. vitamin D.
Special feature:
The product has more milk fat as compared to normal milk powders. It is packed under an atmosphere of nitrogen. The product creamy white in color marketed in India since last 3 decades.
Special feature:
The product is really soluble in lukewarm water. It is especial useful for diet preparation or for use by people on low calorie and protein diet.
Village 1
Village 2
Village 3
The product of Mother Dairy also made: UHT milk Mozzarella cheese Frozen pizza
Many of their products are now available in the USA, U.K., New Zealand and Gulf Countries.
Financial Department
[A] INTRODUCTION OF FINANCIAL DEPARTMENT
Finance includes rising of the financial resources & their utilization effectively & purposefully. Finance helps the pace of the business to go smoothly. This particular aspect makes financial management very feasible & important of the entire business. Financial management is that managerial activity which concerned with planning & controlling of the firms financial resources. As a separate activity or discipline, it is of recent origin. The practicing managers are interested in this because among the most crucial decision of the firms are those which relate to finance & an understanding of the theory of financial management provides them with conceptual & analytical insights to make those decision skillfully. In business it is a said that finance is life line for every organization, it is life blood of business. It is needed in each and every field so it is very important task of financial manager to use in a proper way. The raising of capital funds & using them for gene sating returns & paying returns to the supplier of funds are called of the firm.
The main function of finance in any organization is day to day expenditure. Purchase of technology expansion of unit and other such activities. Its important role is determining the objectives or goal for which the company is steeled up. If organization has finance than it can has effective management and administration. Financial management is concerned with raising funds in the economic and suitable manner and using these funds as profitable as possible.
[B]
ORGANIZATIONAL
OF
FINANCIAL
&
ACCOUNTING DEPARTMENT
Financial management is an integral part of the job of managers and it involves planning, allocation of resources and control. Since finance management is critical function area the ultimately responsibility of finance management function lies with top management the nature of finance department organization differs from firm to firm. The finance department of mother dairy is organized is given as below:
ASSISTANT WORKER
The total manpower of finance and accounts department of district co-operative milk producer union ltd.:
Person
Asst.General Manager Managers Officers Clerical staff Peons
No.
1 2 16 31 1
The main and important financial decisions are taken by top
management and other decisions are taken by the lower management. The account department is divided into different sections.
1. 2. 3. 4. 5. 6. 7.
Milk billing. Pay roll. Sales billing. Costing. Cash and bank. Book Writing. Data Processing.
PERSONNEL DEPARTMENT
The personal function is as important functions because good personal policies of an organization ensure it of availability of the required types of employees and also the removed of any disputes arising among the management and employees. Seeing the mother Dairys personnel policy we can see that it has very good policy because the relationship between the management and the employees are good and the personnel department is able to obtain the persons of the required qualification. Mother Dairy takes good care of its employees. These are 500 employees that care of the whole plant. As the plant is fully automatic the employee requirement is less compared to other dairy. The machines are imparted so the employees should be skilled enough to handle them. These are 170 technical 110 staff and 230 trainees with an average age of 23years. Mother Dairy hires these employees on seasonable bases and out of the total 500 employees these are 190 permanent employees and the rest are seasonal. Mother Dairy also has 10 women employees who are placed in the quality assurance accounts and the administrations departments.
1st shift 7a.m.to 3 p.m. 2nd shift 3 p.m.to 11p.m. 3rd shift 11p.m.to 7 a.m.
# Medicine facility # Uniform facility # Bonus # Sport training facility # Accommodation facility
INTRODUCTION OF GCMMF
1. GCMMF means Gujarat Co-operative Milk Marketing Federation. The GCMMF is getting ready for brand was but it faces a particulars problem just one of the co-operative union under the NDDB umbrella. It has several sister co-operative, all of which have their own brands. The GCMMF it self has second brand Sagar. Locally very successful, they how eves, do not have the resources to make on FMCG multinational in brand building, marketing and distribution war. Gujarat co-operative milk marketing federation (GCMMF) is Indias largest food products marketing organization it is a state level apex body of milk co-operative in Gujarat which aims to provide ruminative returns to the farmers and also serve the interest of consumer by providing quality product which are good value for money.
union day
Member: 12 district co-operative milk producers No. of village societies: 1.95 million No. of village societies: 1.183 Total milk handling capacity: 6.0 million liters per
liters. -
Milk collection (daily average 97-98): 3.85 million Milk drying capacity: 450 Cattle feed manufacturing capacity: 1450mts. per day. Rs. (million) 11140 13790 15540 18840 22192 22185 22588 23365 27457 US $ (in milk) 355 400 450 455 493 493 500 500 575
Sales turnover 1994-95 1995-96 1996-97 1997-98 1998-99 1999-00 2000-01 2001-02 2002-03
MARKETING DETAILS
Today Amul dairy is very successful dairy in our country. Each of the Amul products is very tasty and very good. The Amul product is selling in every where. The national dairy development Board (NDDB) with its partner the Gujarat co-operatives milk marketing federation (GCMMF), buttes known as owner of the Amul brand is the one of the fastest growing FMCC companies in India. The GCMMF is spending up its own investments. It has brought into a dairy in NOIDA for RS. 60 crore and another one with a processing capacity of 10 lakh liters a being setup in palanpur. The GCMMF has its target worked out. The Federation,which did a turnover of RS.2746 crore by March 2003 hopes to touch. RS.10, 000 crore by March 2005. Also in place will be distribution network of 75000 stockiest (3500 today) and 1 million retail outlets (4 lakh today). The Amul brands consolidation the new product launches. While GCMMFs unmatched sourcing system, by far its single most important edge over competition is what keeps its a head of the game, it will have to acknowledge a fast changing chocolates and normal, the big fight will be in products that Amul has launched recently ice-cream, paneer and mithai up against companies like HCL and Britinia who are disturbingly family as with consumer psyche, Amuls top management might have in see competition as more than just ancient till to their goals.
Liquid milk marketing in Ahmedabad and up-country market as helps liters pouch in 3 brands: 1. Amul Taaza 2. Amul Shakti 3. Amul Gold
-Mother dairys marketing strategy has been very good because it holds market shares of around 60% in Ahmedabad. It sells its products under a powerful brand of products. -Amul dairy is the very largest dairy in our country. In India the position of Amul dairy is very good. The total dispatch is of App 4.25 Liters per day. - Arrangement for marketing of milk powder, Ghee ice-cream is made by GCMMF Anand. - There are about 40 depots owned by GCMMF spread all over the country for second leg dispatch. - The Amul product like Amul Shrikhand, Amul Natural, and Amul Lite Bread spread, Amul mithai cake, Amul pure Ghee, Amul chocolate all these items are very popular in market. The product price is very reasonable. - Liquid milk marketing in Ahmedabad and up country market in half liter pouch in 3 brands.
- Arrangement for marketing of milk powder, Ghee, Ice-cream is made by GCMMF Anand. - There are about 40 depots owned by GCMMF spread all over the country for second leg dispatch.
Amul Exports
GCMMF is Indias largest exporter of Dairy products. It has been accorded a Trading House status. GCMMF has received the APEDA Award from Government of India for Excellence in Dairy product Export for the last 5 years. Mother Dairy has set up a 100 per cent Export Oriented Unit with a capacity for processing over 15000 metric tones of fresh produce annually. Moreover, a new state-of-the-art plant with an installed capacity for processing 10 metric tones of fruit per hour is being set up at Bangalore. The units are ISO 9001-2000 and HACCP certified, and the products are Kosher certified.
Consumer Packs
Amul Pure Ghee Amul Butter Amul Shrikhand Amul Full Cream Milk Powder Amul Mithai Gulamjamun Amul Skimmed Milk Powder Nutramul Brown Beverage Amul spray infant Milk Food Amul Cheese Bulk Packs Amul Industrial Casein
Many of their products are now available in the USA, U.K., New Zealand and Gulf Countries.
Generation of new idea Concept of Development and Testing Pro type Development Market Testing Commercialization
The new product is generated by the whole process. Amul is very popular brand of Gujarat. It serves great quality products at very reasonable rates. It has a wide range of products. Amul also rocks its consumers by giving them new range and a newer product which is never launched by other companies.
MARKET RESEARCH
Every research starts with a problem that the Marketer has to take decisions in the long run about environmental forces which affects the business. Research will help to solve the problems by collecting all the data. Research is a process of asking questions and getting answers from the Market about the Environmental forces. Every research to be successful should have some objectives. Objectives of research should be smart, measurable, dynamic, realistic and time-bomb. Amul is doing great Market Research by using clear objectives to achieve great and successful results.
MARKET SEGMENTATION
Whenever a market for a product or service consists of two or more buyers the market is capable of being segmented. That can be divided in to meaningful buyer groups, the purpose of segmentation is to determine the largest consumers to prepare appropriate. The market segmentation is done on the basic of 3 variables:
For product of Mother Dairy the main three brands have below fat and SNF. BRANDS Shakti Taaza Gold FAT 4.50% 3.00% 6.00% SNF 8.50% 8.50% 9.00%
So, we can evaluate that the brand:-Gold is for the rich people, Shakti for middle class people and Taaza for poor people.
COST STRATEGY
Amul is cost competitive due to its investment in project manufacturing capabilities and manufacturing progress.Costs can set the floor for the price that Amul Dairy can charge. It wants a price that both covers all its cost for producing, distributing and selling the product and delivers a rate of return for its efforts and risks.
DIFFERNTIATION
Amul offers a wide range of ice-cream. Also it has different prices for different products.
Competitive Environment
Amul Foods Pvt. Ltd. has consolidated its position through totemic location, manufacturing operation, clusters around Gujarat.
Product Mix
Different varieties of ice-creams of good quality and wide range of product will satisfy needs of the customers.
Offers
Company gives nice products with very special offer that consumer can not left out without the taste of the product.
Corporative Strategy
Achieve a global excellence by choosing the finest raw materials continually investing in technology up-graduation and uncompromising quality. Marketing Blue Prints of Amul Strategy led Investment.
Customer Service.
PRICING
In simple words price is the amount of money and other items with vitality made to acquire a product recalling that utility is the attribute that has the potential to satisfy wants. Price List of products Marked: (Rs.) Price
16 30 11 40 32 42 50 13 35 60 70
Quantity
100 g. 100 g. 100 g. 200 g. 200 g. 200 g. 200 g. 100 g. 100 g. 1 kg. 1 kg.
(1) Bread spreads: Amul Butter Amul Lite Fat Bread spread Amul Cooking Butter (2) Cheese Range: Amul Pasteurized Process Cheddar Cheese Amul Processed Cheese Spread Amul Pizza (Mozzarella) Cheese Amul Shredded Pizza Cheese Amul Emmental Cheese Amul Gouda Cheese Amul Malai Panner (Cottage Cheese) Utterly Delicious Pizza (3) Mithaee Range (Ethnic sweets) Amul Shrikhand Mango Saffron Almond Pistachio Cardomon Amul Amrakhand Amul Mithaee Gulabjamuns Amul Mathaee Gulabjamun Mix Amul Mithaee Kulfi Mix Avsar Ladoos (4) UHT Milk Range: Amul Shakti 3% fat Milk
18 76 35 65
Amul Tazza 1.5% fat Milk Amul Gold 4.5% fat Milk Amul lite Slim-N-Trim Milk 0% fat Milk Amul Shakti Toned Milk Amul Fresh Cream Amul Snowcap Softy Mix (5) Pure Ghee: Amul Pure Ghee Sagar Pure Ghee Amul cow Ghee (6) Infant Milk Range: Amul Infant Milk Formula 1 (0-6 months) Amul Infant Milk Formula 1 (6 months above) Amulspray Infant Milk Food (7) Milk powders: Amul Full Cream Milk Powder Amulya Dairy Whitener Sagar Skimmed Milk Powder Sagar Tea and Coffee Whitener (8) Sweetened Condesed Milk: Amul Mithaeemate Sweetened Condesed Milk (9) Fresh Milk: Amul Tazza Toned Milk 3% fat Amul Gold Full Gream Milk 6% fat Amul Shakti Standardized Milk 4.5% fat Amul Slim & Trim Double Toned Milk 1.5% fat Amul Cow Milk (10) Curd Products: Yogi Sweetened Flavoured Dahi (dessert) Amul Masti Dahi (Fresh Curd) Amul Masti Spiced Buttermilk Amul Lassee (11) Amul Ice-cream: Royal Treat Range Butterscotch Rajbhog Malai Kulfi Nut-O-Mania Range Kaju Draksh Kesar Pista Royale
9 6 12
13 15 12 13 15
Fruit Bonanza (combo) Roasted Almond Natures Treat 100 ml. Alphanso Mango Fresh litchi Shahi Anjir Fresh Strawberry Black Current Santra Mantra Fresh Pineapple Sundae Range Mango Black Currant Sundae Magic Double Sundae Assorted Treat Chocobar Dolies Frostik Ice Candies Tricone Chococrunch Megabite Cassatta Utterly Delicious Vanila Strawberry Chocolate Chocochips Cake Magic (12) Chocolate & Confectionery: Amul Milk Chocolate Amul Fruit & Nut Chocolate (13) Brown Beverage: Nutramul Malted Milk Food (14) Milk Drink: Amul Kool Flavored Milk Mango Strawberry Cardmon Rose Chocolate Amul Kool Caf
110 18 15 15 18 15 12 15 15 12 12 65 80 10 10 15 5 10 15 20 22 10 10 12 15 200 10 15 80
750 ml. 100 ml. 100 ml. 100 ml. 100 ml. 100 ml. 100 ml. 100 ml.
60 ml. 60 ml. 60 ml. 60 ml. 60 ml. 60 ml. 60 ml. 60 ml. 100 ml. 100 ml. 100 ml. 100 ml. 1 kg. 35 g.
500 g.
12 12 8 10 13
200 ml. 200 ml. 200 ml. 200 ml. 200 ml.
(15) Health Beverage: Amul Shakti White Milk Food (16) New Product: Amul Basundi
110
500 g.
FEATURES:Internal factor. Marketing objective Marketing mix strategy Cost Org. consideration External factor
TARGET MARKETING
In todays competitive market place any company. Which wants to be successful must be customer centered where consumers differ in one or another way. They may differ in their wants, resources, location, buying attitudes and buying practices.
A marketer can rarely satisfy every ones needs in a market. There are too many different types of consumers with too many different kinds of needs people with every age group, every cultural group, every status group etc. want to eat ice-cream and buy it less or more.
PACKAGING
Packaging involves designing & producing the container or wrapper for a product. The package may include the products primary container a secondary container. Thrown out when the product is about shipping package necessary to store identify and the ship the product. Innovative packaging can give a company an advantage over competitors. Where in contrast poorly designed package can headaches for consumer and last sales for the company. In recent year product safety has also become a major packaging concern. Developing an effective package requires a number of decisions. From the perspective of both the firm and consumers, packaging must achieve a number of objectives: Identify the brand Convey descriptive & persuasive information Facilitate product transportation and protection Assist at home storage & Aid product consumption
MOTHER DAIRY packed their product in the box when they received the order. They have a special department for the packing of the product.
LABELING
Labeling the printed information appearing on or with the package is also a part of packaging labels may range from simple tags attached to the complex graphics that are part of the package. At the very last the label identifies the product or brand label might also decide several things about the product. Who made, where it was made, when it was made, its contents how is to be used, how might promote the product through attractive graphics. Amul has packaging and labeling department all the materials come packed in the plastic bags so that it would not be affected by dust with the help of these packaging machines all the work regarding packaging is done. Also ovens are used for testing of test tubs. All these things are mentioned in the checking receipts which is subscribed by the laboratory and the chemist and after that all the process of making product is done the above mentioned all things are checked and therefore remarked is made and person in charge signatures the receipts.
BRANDING
All the product of MOTHER DAIRY whether Milk, and other accessories are marketed under the only brand name of AMUL.ere Branding are more than just names and symbols. A brand represents consumers perceptions and feelings about a product and its performance. Everything that represents the product or service means to the consumers.
A brand is a name, term, sign, symbol or a combination to identify the products of one seller or a one group of sales and to differentiate them from competitive products. Branding is a process of classify a distinctive brand name or symbol to a product in order to differentiate it from competitive products.
DEMAND MEASURING
Forecasting of demand is a very important task in Marketing. The unit has to look forward and so for that forecasting of demand is very necessary. Different company has different techniques and so as our Amul. The main sources of measuring the demand are past sales. The unit takes in to account the past sales in the different seasons and measures demand. The other techniques used by Amul are expected growth, kind of input i.e. sales promotion, production and last but not the least through in built exercise or in built data. Everything is done in the unit.
DEMAND MEASURE PAST SALES EXPECTED GROWTH KIND OF INPUT SALES PROMOTION PRODUCTION IN BUILT EXERCISE IN BUILT DATA
DISTRIBUTION CHANNEL
In milk MOTHER DAIRY has a very strong distribution channel around 85 distributors and 200 retailers. These distributors and retailers get the milk every morning by the means of the delivery trucks either of the distributors of the dairy. Mother dairy also markets its earlier products like Ice-cream earlier it used to market its Ice-cream under the name of Amul but recently it has started to market Ice-cream under the name of Mother dairy. The marketer uses this distribution channel to dispatch or deliver the physical product or service to the buyer or users. The distributor channel must be effective in any company which wants to succeed in this competitive market. There are physical distribution channels and service
distribution channel. Trade channel are like distributors whole suffers and retailers. Amul distribution channel is effective which is crucial for the success of the unit. The Distribution Chart of Amul is described as follows:
The element of good advertising plants is: 1. The market 2. The competition 3. consumer profile & attitudes 4. distribution 5. Evaluation of previous advertising 6. objectives 7. strategy 8. copy 9. Media 10. Promotion 11. Research 12. Budget
MARKETING CHART
MARKETING MARKETING SERVICE MANAGER OFFICE MANAGER ADVERTISING MANAGER SALES MANAGER PHYSICAL DISTRIBUTION MANAGER
COMPETITIORS
Though Amul is very famous all over the country and now even some of the countries, it has equally though competitors its competitors includes Britannia, Nestl, Glaca, Hindustan lever ltd, Dabon, Nescafe, and Gamble etc. Amul is market leader in infant milk food spray with 65% market lactogen. This has 30% market share. Amul scores over Nestle mainly on price factors it costs 40% less. By far, the biggest advantage that Amul has its cost, which enables price to be kept in cheat distribution, is new area where it cost competition.
situated at very good places area. So this transportation facility is very good service in Gujarat. A Mother Dairy is producing Milk, Ice-cream, Ghee, and Milk powder. After years it will be more and more increasing by Ice-cream. In this Mother dairy creates new planning is it increasing at 14, 00,000 lacks liters of milk per day. Its big achievement is mother dairy is fully computerizing plants in all Asia. So its works are neatly and quickly.
PROBLEMS OF DAIRY
Though Mother dairy is very successful because of Amul dairy. In the production of Milk and it has to face some external problems which are not in its control. Amul dairy has not of problems like
There is inability to bread dairy through the year, so it suffers from season ability in the total production per day. Quality dairy animals are in short supply in India. The production of Milk is low in summer so it may not be able to meet full demand to the customer. The plant is fully computerized and operation is done by only through by machienes so it there arises a problem in any one of the machines then it can affected the whole the production process.
While producing 10 lacks liters of Milk 12 lacks liters of efficient is erected which is difficult to be disposed off and may cause pollution.
According to the sources within the unit there is not enough availability of land for the physical expansion of the plant. It has main problem of man power and electricity power.
CONCLUSION
From the above report we can conclude that the dairy industry in India and especially in Gujarat are growing very fast. It is not only meeting local requirement but also emerging to be an export earning opportunity. At the end of the report I can conclude that Mother Dairy has a very good prestige in the market. The dairy has a good marketing co-operative society and their brand name employees are very much satisfied with the management. The dairy is able to make good profit by providing satisfied Quality product.This project report has provided as an opportunity to get a brief view of the market for the chain of Milk and other product The co-ordination and continence shows the bright future of the unit.
Bibliography
Marketing Management by Philip Kotler.