Potential of Amul Milk in Raipur City (BALLABH CHANDAK)

The Taste of India
PROJECT REPORT ON
A Study on Potential of Amul Milk in Raipur City
This study was conducted from 16th June 11 to 15th August 11
At Gujarat Co-operative Milk Marketing Federation Ltd.

BY: BALLABH CHANDAK BBM
OF
A report submitted in partial fulfillment of the requirements of Bachelor Of Business Management (BBM) (2011-12)
Company Guide:
Mr. Venkat Ram Malewar MANAGER MARKETING OF GCMMF LTD UNIVERSITY Raipur (Depot)
Faculty Guide:
Prof. Sonali FACULTY OF MATS
MATS SCHOOL OF MANAGEMENT STUDIES & RESEARCH
The Taste of India
INDEX
S.NO . 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 CONTENTS ACKNOWLEDGEMENT DECLARATION CERTIFICATE BY GUIDE INTRODUCTION TO THE PROJECT EXECUTIVE SUMMARY INDUSTRY PROFILE CHAPTER 1- INTRODUCTION AND HISTORY OF THE COMPANY CHAPTER-2 OBJECTIVE AND SCOPE CHAPTER-3 RESEARCH METHODOLOGY CHAPTER-4 DATA ANALYSIS AND INTERPRETATION CHAPTER-5 LIMITATIONS CHAPTER-6 FINDINGS CHAPTER-7 SUGGESTIONS AND RECOMMENDATIONS CHAPTER-8 CONCLUSION ANNEXURE PRODUCT PROFILE BIBILOGRAPHY PAGE NO. 4 5 6 8 10 11 15 33 34 36 47 48 49 50 51 54 67
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ACKNOWLEDGEMENT
With immense pleasure, I would like to present this project report for AMUL GUJRAT CO-OPERATIVE MILK MARKETING FEDERFATION. It has been an enriching experience for me to undergo my summer training at AMUL, which would not have possible without the goodwill and support of the people around. As a student of MATS SCHOOL OF MANAGEMENT STUDIES & RESEARCH, RAIPUR I would like to express my sincere thanks too all those who helped me during my practical training programme. Words are insufficient to express my gratitude toward Mr. Venkat Ram, the Depot In-charge of AMUL Raipur. I would like to give my heartily thanks to Mr. B. Rohit who helped me at every step whenever needed. At last but not least my grateful thanks is also extended to Mr. B. JOHN (Director MATS SCHOOL OF MANAGEMENT STUDIES & RESEARCH, Raipur) and my thanks to all my faculty members for the proper guidance and assistance extended by them. I am also grateful to my parents, friends, to encourage & giving me moral support. However, I accept the sole responsibility for any possible error of omission and would be extremely grateful to the readers of this project report if they bring such mistakes to my notice.
Date: Place: Duration:
4st September 2011 Raipur 16th June to 15th August, 2011
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DECLARATION
This is to certify that the project report entitled A Study on the Potential of Amul Milk in Raipur city is done by me is an authentic work carried out for the partial fulfillment of the requirements for the award of the degree of Bachelor of Business Management under the guidance of Mrs. Sonali Malewar . The matter embodied in this project work has not been submitted earlier for award of any degree or diploma to the best of my knowledge and belief.
Signature : Name : Roll No. :
BALLABH CHANDAK MU09BBM011
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CERTIFICATE BY THE GUIDE
This is to certify that the project work entitled To study on the Potential of Amul Milk in Raipur City, at GUJARAT COOPERATIVE MILK MARKETING FEDERATION LTD. for Raipur Depot submitted in the partial fulfillment of the degree of Bachelor of Business Management to the MATS, Raipur , is done by Mr. BALLABH CHANDAK, Roll No. MU09BBM011 , is and is an authentic work carried out by him at MATS School of Management Studies & Research Raipur under my guidance. The matter embodied in this project work has not been submitted earlier for award of any degree or diploma to the best of my knowledge and belief. Signature of the Student: Signature of the Guide
Name of the faculty guide: Prof. Sonali Malewar Designation: Department of Marketing
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INTRODUCTION TO THE PROJECT

1.1
CONTEXT OF THE TOPIC
The dairy industries companies run mainly on the factors such as availability, service frequency, affordability, taste and marketing. Availability is plays a vital role because purchasing power is depend upon availability of that product, in case distributors and retailers service matter a lot. A retailer or retail store is any business enterprises whose sales volume comes primarily from retailing. Market Potential is basically the maximum number of consumers available is usually determined by market research, but it may sometimes be calculated from demographic data or government statistics. Ultimately there are, of course, limitations on the number of consumers. For guidance one can look to the numbers who use similar products. Finally the whole study of the research work, is the grip of the product in the market is very strong . Amul has developed its name as a huge brand in the market and the company had successfully gained the trust of the consumers by providing the best quality product and services.
Promotion Tool Used The consumer promotion tools mean the promotion activities, which are beneficial for consumers as well as company. Such as price discounts, samples, cash refund, premiums, prizes, cross promotion and coupons etc. We decided to use discount coupons. We distributed it among customers and validity kept seven days from issued. The consumers are seduced to buy the product. It helped to increase sales volume. Consumer can get good quality of good in cheaper price.
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It can attract the new consumers and customers buying other milk brands. Attract brand switchers, who are primarily looking for low price, good value or premiums.
Turn switcher to loyal users, It induced to make some subsequent purchases. Give vital permanent gain in market share.
1.2
Need of Study
Managers are always curious about the position of their companys products in the market which largely depend upon the companys goodwill, and the position of their brand. In order to maximize the sale and profit, company must deliver outstanding satisfaction to the retailers. So market survey of retailers, chart out the position of the company as compared to the competitors. It helps the organization to find out the brand being sold most by the retailers along with their stocking and also consumer buying preferences.
1.3
Statement of The Problem A STUDY ON POTENTIAL OF AMUL MILK IN RAIPUR CITY
It helps to determine Potential level which can be used to influence large number of retailers so as to increase the sales of the Amul milk effectively.
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EXECUTIVE SUMMARY
felt privileged to be a part of MATS School of Management Studies & Research , RAIPUR. I did my summer internship training in Gujarat Cooperative Milk Marketing Federation Ltd a FMCG sector company under the brand name AMUL. My project title is the A Study on Potential of Amul Milk in Raipur city. The project basic objectives are to estimate demand of Amul Milk and promoting Amul milk in Raipur at the same time. I BALLABH CHANDAK In todays competitive world while entering in the market it is very necessary to have good knowledge of the potential of a particular market. The information regarding the activities of competitors existing in the market so that we can plan our each activity according to that. Also it is necessary to retain the existing customers apart from attracting the new customers. The Project is concern with to determine the Potential level of Amul dairy milk in Raipur city. The project included as part of BBM Programme and the project is done from June to August.
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INDUSTRY PROFILE
Dairy is a place where handling of milk and milk products is done and technology refers to the application of scientific knowledge for practical purposes. Dairy technology has been defined as that branch of dairy science, which deals with the processing of milk and the manufacture of milk products on an industrial scale. The dairy sector in the India has shown remarkable development in the past decade and India has now become one of the largest producers of milk and value-added milk products in the world. The dairy sector has developed through co-operatives in many parts of the State. During 1997-98, the State had 60 milk processing plants with an aggregate processing capacity of 5.8 million litres per day. In addition to these processing plants, 123 Government and 33 co-operatives milk chilling centers operate in the State. Also India today is the lowest cost producer of per litre of milk in the world, at 27 cents, compared with the U.S' 63 cents, and Japans $2.8 dollars. Also to take advantage of this lowest cost of milk production and increasing production in the country multinational companies are planning to expand their activities here. Some of these milk producers have already obtained quality standard certificates from the authorities. This will help them in marketing their products in foreign countries in processed form.
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Milk Production from 1950 to 2020 1950 1996 1997 (Projected) 2020 Expected to reach17 million tonnes 70.8 million tonnes 74.3 million tonnes 240 million tonnes 220 to 250 mt 2020
India contributes to world milk production rise from 12-15 % & it will increase up to 30-35% (year 2020) World's Major Milk Producers Country India Brazil Russia Germany France Pakistan USA UK Ukraine Poland New Zealand Netherlands Italy Australia 2008-09 110 75 34 27 24 21 71 14 15 12 11 11 10 9 (Million MTs) 2009-10 (Approx.) 110.6 77 33 27 24 22 71 14 14 12 12 11 10 10
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Research and Development in Dairy Industry: The research and development need to the dairy industry to develop and survives for long time with better status. The various institute and milk dairy companies R&D results provide base for todays industry growth and development. The research and development of products of dairy, like yogurt and cheese market research and company reports provides insights into product and market trends, analysis opportunities, sales and marketing strategies will help local milk unions to develop and spread world wide through obtaining this knowledge. Specific on market share, segmentation, size and growth in the US and global markets are also helps industry to expand its market worldwide even small union also. Development of Food Processing Industry: The food processing industry sector in India is one of the largest in terms of production, consumption, export and growth prospects. The government of accorded it is a high priority, with a number of fiscal relieves and incentives, to encourage commercialization and value addition to agriculture produce, for minimizing harvest wastage, generating employment and export growth. Food processing industry is providing backbone support to the milk industry. The development food products by using milk can give good market opportunities to produces milk. Products and Industry Status: Among the products manufactured by organized sector are Ghee, Butter, Cheese, Ice-Creames, Milk powders, Melted milk food, Infant food, condensed milk etc.. some milk products like Casein and Lactose are also being manufactured lately. Therefore, there is good scope for manufacturing these products locally.
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Liberalization of the economy has led to a flood of new entrants, including MNCs due to good prospects and abundant supply.
Production of Milk in India: The facts and figures here shown are calculated on the basis of percentage increases pear year. Year 1993-94 1994-95 1995-96 1996-97 1997-98 1998-99 1999-00 2000-01 2001-02 2002-03 2003-04 2004-05 2005-06 2006-07 2007-08 2008-09 2009-10 Production in million MT 61.2 63.5 65.0 68.0 71.0 74.5 78.0 81.51 85.17 89.0 93.0 97.65 102.45 103.0 104.8 110.0 110.6
Major Indian and Overseas Players in the Food industry are: Hindustan Uni Lever Limited MTR foods limited Godrej industries Limited Amul Dabur India Ltd. ITC Limited Perfetti India Ltd. Cadbury India Ltd. PepsiCo India Holdings Nestle India Pvt. Ltd. Britannia Industries Ltd. Parle Products Pvt. Ltd. 14
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Agro Tech Foods
Chapter 1
INTRODUCTION AND HISTORY OF COMPANY

INTRODUCTION
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. 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 40s, 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
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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.
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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.
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At the initial stage only 250 litres of milk was collected everyday. But with the growing awareness of the benefits of the cooperativeness, the collection of milk increased. Today Amul collect 9.10 million litres 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 centres in various villages. Milk is collected from almost 11962 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.
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ACHIEVEMENTS:
Amul : Asias largest dairy co-operative was created way back in1946 to make the milk producer self-reliant and conduct milk- business with pride. Amul has always been the trend setter in bringing and adapting the most modern technology to door steps to rural farmers. Amul created history in following areas: a) First self motivated and autonomous farmers organization comprising of more than 5000000 marginal milk producers of Kaira District. b) Created Dairy co-operatives at village level functioning with milk collection centres owned by them. c) Computerized milk collection system with electronic scale and computerized accounting system. d) The first and only organization in world to get ISO 9000 standard for its farmers co-operatives. e) First to produce milk from powder from surplus milk. Amul is the live example of how co-operation amongst the poor marginal farmers can provide means for the socio-economic development of the under privileged marginal farmers. f) AMUL is the world`s largest pouched milk brand.
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g) AMUL is the world`s largest vegetarian cheese brand h) CRISIL has assigned its highest ratings of AAA to the various bank facilities of GCMMF
AWARDS:
Amul a co-operative society and its co-operation has led many different awards in its favor. Magsaysay award for community leadership presented in manila, Philippines to Shri Tribhuvandas Patel, Shri D N Khurody and Shri V. Kurien 1964: Padmabhusan award given to Shri T.K. Patel 1965: Padmshri awarded was given to V. Kurien, general manager, by the president of India 1987: Best Productivity awarded by national productivity council for the year 1985-86 awarded to Amul dairy. 1988: Best Productivity awarded for the second successive year 1986-87 by the president of India, Mr. R. Venkatrao to kaira union. 1993: ICA Memenoto towards genuine and self sustaining cooperative worldwide ICA regional office for Asia and pacific, New Delhi, 1996. 1999: G.B.Birla award.
Moreover the Amul union has achieved the prestigious ISO 90012000 and HACCP Certificate and effects are got to obtain ISO 14000.
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Amul in abroad:
Amul is going places. Literally. After having established its presence in China, Mauritius and Hong Kong, Gujarat Cooperative Milk Marketing Federation (GCMMF), Indias largest milk cooperative, is waiting to flood the Japanese market. Then, GCMMF is also looking at Sri Lanka as one of its next export destinations. Amul products are already available on shelves across several countries, including the US, China, Australia, West Asian countries and Africa. GCMMF recorded a turnover of Rs 9,774 crore last fiscal. Its products include pouch milk, ultra heat treated (UHT) milk, ice-cream, butter, cheese and buttermilk.
PEOPLE POWER: AMUL'S SECRET OF SUCCESS

The system succeeded mainly because it provides an assured market at remunerative prices for producers' milk besides acting as a channel to market the production enhancement package. What's more, it does not disturb the agro-system of the farmers. It also enables the consumer an access to high quality milk and milk products. Contrary to the traditional system, when the profit of the business was cornered by the middlemen, the system ensured that the profit goes to the participants for their socio-economic upliftment and common good. Looking back on the path traversed by Amul, the following features make it a pattern and model for emulation elsewhere.
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Amul has been able to: Produce an appropriate blend of the policy makers farmers board of management and the professionals: each group appreciating its rotes and limitations, Bring at the command of the rural milk producers the best of Provide a support system to the milk producers without Plough back the profits, by prudent use of men, material and the technology and harness its fruit for betterment. disturbing their agro-economic systems, machines, in the rural sector for the common good and betterment of the member producers and The Union looks after policy formulation, processing and marketing of milk, provision of technical inputs to enhance milk yield of animals, the artificial insemination service, veterinary care, better feeds and the like - all through the village societies. Basically the union and cooperation of people brought Amul into fame i.e. AMUL (ANAND MILK UNION LIMITED), a name which suggest THE TASTE OF INDIA.
GCMMF Overview:
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GCMMF is the Indias largest food products marketing organization. It is a state level apex body of milk co-operatives in Gujarat, which aims to provide remunerative returns to the farmers and also serves the interest of consumers by providing quality products, which are good value for money.
VISION
The vision of AMUL is as follows: To serve the interests of the milk producers To provide quality products that offer the best value to consumers for money spent.
SALES TURNOVER
Sales turnover of GCMMF
Year 1995-96 1996-97 1997-98 1998-99 1999-00 2000-01 2001-02 2002-03 2003-04 2004-05 2005-06 2006-07 2007-08 2008-09 2009-10 Rs. (in millions) 13790 15540 18840 22192 22185 22588 23365 27457 28941 29225 37740 42770 54201 67110 80050
AREAS OF OPERATIONS
Besides India, AMUL has entered overseas markets such as Mauritius, UAE, USA, Bangladesh, Australia, China, Singapore, Hong Kong and a few South
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African nations. Other potential markets being considered include Sri Lanka.
SOME FACTS:
Annual Revenues Members No of Employees No of village societies Total Milk handling capacity Annual Milk Collection Daily Milk Collection Milk Drying Capacity : $1.33 billion USD : 13 district cooperative milk producers` union : 2.7 million : 11962 : 10.21 million liters per day : 2.69 billion liters : 7.4 million liters : 626 Mts. Per day : 3090 Mts. Per day
Cattle feed Manufacturing Capacity
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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.
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Third plant is at Khatraj, which engaged in producing cheese.
Today, twelve 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.
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LOGISTICS
GCMMFS SUPPLY CHAIN
AMUL has the largest cold chain network in India (i.e. 18000 refrigerators) as compared to any other company. The chemical components of milk are water, SNF and solids. Milk is very perishable product so it has to be consumed within 24 hours. In order to avoid wastage AMUL converts the milk in to SNF and milk solids by evaporating the water, which comprises up to 60-70% of milk contents. This is possible only if the distribution channel right from the producer to the consumer is well organized. It will be surprising to know that AMUL makes even the Sarpanch to eat pizza i.e. it supplies pizzas even to rural market.
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Last year, they are divided the retail market into 14 specific segments to achieve further distribution efficiency. This year our focus was on inducting distributors having expertise in servicing such specific market segments. This initiative is yielding results by way of ensuring wider availability of our product range. The role of distributors in our business process has never been more diverse or more important, as it is today. As a matter of fact, we consider our Distributor to be the real Marketing Manager of our organization. To enhance business performance of our Distributors, a workshop on Marketing and Sales Management was designed in collaboration with a premier business school. The objective of the entire initiative was to upgrade the knowledge of our Distributors in terms of contemporary Business Management Practices, so that they can perform well not only as our business partner but also as Marketing Managers. During the year, 659 Distributors have undergone this programme in 39 locations. Cold Storage is an extremely essential component in the Federations distribution process. Unfortunately, availability of efficient cold storage facilities is grossly inadequate in our country. To cope up with the increasing need of suitable cold stores closer to our markets, we have continued our endeavor of creating the Federations own cold stores this year in various locations across the country. We now own 24 state of the art cold rooms of different sizes.
PRODUCT PROFILE:-
S.No. 1. 2.
NAME Tazaa Slim & Trim
TYPE Toned Milk Double Toned Milk
FAT 3.0% min. 1.5% min.
SOLID NATURAL FATS 8.5% min. 9% min.
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3. Gold Full Cream Milk 6% min. 9% min.
COMPETITORS PROFILE
Sanchi :The brand Sanchi is owned by the Raipur Dugdh Sangh and the brand sells 18-20 thousand liters of milk everyday and provides good margin to the retailers . Recently the Brand Sanchi is being acquired by the C.G. State Co-operative milk marketing federation limited and the name Deobhog Dugdh will replace Sanchi. Dinshaws :Dinshaws is the third highest pouch milk selling brand in Chhattisgarh and sells 1011 thousand liters of milk everyday. Dinshaws is becoming one of the most preferred brand after amul and will soon capture more market share than sanchi. Apna :Apna is a local brand pouch milk of Chhattisgarh . Apna is a small player of the market which is growing but with very slow speed the brand sells 3-4 thousand liters of milk everyday.
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ORGANIZATION STRUCTURE
Organization Structure is divided into two parts: External Organization Structure Internal Organization Structure
External Organization Structure External Organization Structure is the organization structure that affects the organization from the out side. State Level Marketing Federation
District Milk Product Union Ltd.
Village Milk Product Union Ltd.
Villagers As we know, GCMMF is unit of Gujarat Milk Marketing Federation, which is a co-operative organization. The villagers of more than 10000 villages of Gujarat are the bases of this structure. They all make village milk producers union, district level milk producers union and then a state level marketing federation is established. The structure is line relationship, which provides easy way to operation. It also provides better communication between two stages. MATS SCHOOL OF MANAGEMENT STUDIES & RESEARCH 30
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Internal Organization Structure:

The following is internal organization chart of Amul:
Organization Structure Chart Chairman Managing Director General Manager Asst. General Manager
Finance Dept.
Production Dept.
Marketing Dept.
Sales & Purchase Dept.
Personnel Dept.
A systematic & well-defined organizational structure plays a vital role & provides accurate information to the top-level management. An organization structure defines a clear-cut line of authorities & responsibilities among the employees of GCMMF. The Organization structure of Amul is well-arranged structure. At a glance a person can completely come to know about the organization structure. Amul is leaded by the director under him five branches viz. Factory, Marketing, Accounts, Purchase, Human Resources Department.
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Factory department has a separate general manager under him there are six braches viz. Production, Stores, Distribution, Cold Storage, Quality, and Deep-freezing. This department takes care of the factory work.
Marketing department has regional senior marketing manager and under him there is a regional manager. This department takes care of the marketing aspects of Amul. Accounts department takes care regarding accounts i.e. day-to-day work. Under the accountant there is one clerk. Purchase department takes care regarding the purchase of raw materials and many other things.
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Chapter 2
OBJECTIVE AND SCOPE
1. OBJECTIVES OF THE REPORT
The main objective of the Study can be listed as follows A. PRIMARY OBJECTIVE
1.
To find size of retail network of Amul Taaza , Amul Gold and Amul Slim n Trim in specific areas of Raipur city or Potential level of Amul Milk in Raipur city.
2. To find the problems faced by retailers in selling and storing. 3. To collect the information about the competitors
B.SECONDARY OBJECTIVE 1. To organize sale promotional activities to improve milk sales.

2. To generate and secure consumer awareness.
2.
SCOPE OF PROJECT
The study carried out in Raipur city so its scope is mainly limited to Raipur city. retailer. It gives information about the competitors products. 33 It gives information about the size of the retail network. It gives information about the services given by distributor to their
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It will serve consumer in better manner. It provides suggestions to the company to improve their products sales. It gives information about the sales promotion activities to improve the milk sale.
Chapter 3 RESEARCH METHODOLOGY

RESEARCH DESIGN FOLLOWED
Descriptive Research is the research method used because descriptive studies embrace a large proportion of market research. The purpose is to provide an accurate snapshot of some aspect of the market environment. Descriptive research is more rigid than exploratory research and seeks to describe users of a product, determine the proportion of the population that uses a product, or predict future demand for a product. As opposed to exploratory research, descriptive research should define questions, people surveyed, and the method of analysis prior to beginning data collection. In other words, who, what, where, when, why, and how aspects of the research should be defined.
SAMPLING:SAMPLING TECHNIQUE USED

In this project the technique of sampling used was Judgment sampling. Judgment sampling involves the choice of subjects who are most advantageously placed or in the best position to provide the information required.
SAMPLE UNIT
In this project case sample were the retailers in Raipur region & the aim was to know the Potential level of Amul milk and the competitors present in the market.
SAMPLE SIZE: 269 Retailers.

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DATA COLLECTION TECHNIQUES SOURCES OF DATA PRIMARY DATA

To collect primary data from Retailers Questionnaires were used. Questionnaire was prepared very carefully so that it may prove to be effective in collecting the right information.
SECONDARY DATA
Secondary data collected from different website. This secondary data formed the conceptual background for the project. This secondary data was compared with the primary data collected in area.
RESEARCH INSTRUMENT
The research instrument used in the project was Questionnaire to collect primary information, it provided flexibility by using more close ended and few open ended questions.
METHOD OF DATA COLLECTION

Information was collected by personally contacting retailers through interviews.
ANALYSIS AND STATISTICAL TECHNIQUE USED

Types of data analysis techniques used in the project: Tabular analysis. Graphical analysis. Percentage analysis.
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Chapter 4 DATA ANALYSIS AND INTERPRETATION

1) Number of retailers stocking Amul milk.
Answer Yes No
No. of respondents 214 55
Percentage 80% 20%
No 20%
Yes Yes 80% No
INTERPRETATION:
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The above graph indicates that 4/5th of the retailers are selling Amul milk or there is 20% Potential level of Amul Milk in Retail stores of Raipur city. It shows that Amul milk brand is popular among the retailers.
2) Sizes of Amul milk packets retailers preferred to store. (Out of 269 retailers only 214 were buying Amul milk.).)
Amul milk packets 200ml 500 ml 1 Ltr 5 Ltr
No. of respondents 107 214 5 0
Amul Milk Pa k Ava ble c ets ila 5 Ltr 0
1 Ltr
500 ml
214
200ml 0 50 100
107 150 200 250
No. of respondents
INTERPRETATION:
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The above graph shows that most of the retailers preferred to stored 500 ml and 200 ml pouch of Amul milk as per the customer demand. In case of 5 Ltr. Pouch there was no customers demand. 1 Ltr. pouches were available in 5 outlets as per the customer demand.
3) Reasons for Amul milk not stored by retailers. (Out of 269 retailers 55 were not buying Amul milk.) Answer Absence of packaging date Low margin No replacement for leakage No distribution No. of respondents 6 30 9 10
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No distribution 10
No replacem for ent leakage
Low margin
30
Absence of packaging date 0 5
6 10 15 20 25 30 35
No. of respondents
INTERPRETATION:
From above graph it is clear that half of the retailers were not satisfied with margin policy. Some retailers responded about absence of packaging date. Very less retailers complained about distribution network. Some retailers also responded about the no replacement policy of amul.
4) Preference of retailers to milk brand. BRANDS Amul Sanchi Dinshaws Apna Others RESPONDENTS 214 27 15 5 8
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Others Apna Dinshaw' s Sanchi Am ul 0
8 5 15 27 214 50 100 RESPODENTS 150 200 250
. INTERPRETATION:
The above graph shows that the Amul is most preferable brand in all. Some retailers also prefers Sanchi and others brands.
5) Sources from where retailers get Amul milk (Out of 269 retailers 214 were buying Amul milk.) Answer Distributors Other suppliers No. of respondents 203 11 Percentage 95 % 5%
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INTERPRETATION:
Almost all retailers said that they purchased milk from Amul distributors.
6) Retailers satisfaction with Amul distributor. (Out of 269 retailers 214 were buying Amul milk.).) Answer Yes No No. of respondents 154 60 Percentage 72 % 28 %
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No 28%
Yes 72%
Yes No
INTERPRETATION:
Graph shows that most of the retailers were satisfied with the service provided by the Amul distributors.
7) Awareness among retailers about different Sales Promotional activities for Amul Milk. (Out of 269 retailers only 214 were buying Amul milk.)
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Activities Price off Free samples Credit facility Advertisement P-O-P Displays Coupons
Aware 44 25 0 201 203 125
Not aware 170 189 214 13 11 89
250 200 150 100 50 0
13 170 44 189 25 214 0 201
11 203
89 125
Aware
Not aware
INTERPRETATION:
The graph shows that retailers were un-aware about the sales promotion activity that Amul carried out, but some respondents were aware about various activities. Most of the retailers were aware about advertisement and coupons scheme during festivals. Credit facility and free samples were not provided to single retailers.
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8)
Consumers remarks for Amul milk. (Out of 269 retailers 214 were buying Amul milk.) ATTRIBUTE Good quality Clear packaging date Availability RESPONDENTS 214 125 196
Availability
196
Clear packaging date
125
RESPODENTS
Good quality
214
50
100
150
200
250
INTERPRETATION:
The question asked to the retailers where the Amul milk is being sale, and tried to collect feedback of customers about Amul milk.
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9) Few of the customers were having complaints about the clear date of packaging and availability. Customers were happy with quality of milk. Ratings from retailers for attributes of Amul milk.
(Out of 269 retailers only 214 were questioned as they buying Amul milk.) Attribute Rating Very good Good Average Bad Very bad Total Quality 147 41 21 5 0 214 Brand image 169 31 14 0 0 214 Availability 112 49 13 40 0 214 Packaging 74 86 21 33 0 214 Margin 0 0 0 0 214 214
250 0 5 21 41 150 49 86 100 147 50 169 112 74 0 Quality Brand image Availability Packaging 0 Margin 214 0 14 31 0 40 13 0 33 21 Very bad Bad Average Good Very good
200
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INTERPRETATION:
From the above graph it can be concluded that QUALITY: Most of the retailers were satisfied with Amul milk quality. BRAND IMAGE: The graph shows that Amul is having good brand image. AVAILABILITY: Most of the retailers were not satisfied with the Amul milk distribution. PACKAGING DATE: Most of the retailers were not satisfied about not printing of packaging date and they were facing a problem regarding same. MARGIN: All retailers were not satisfied with the margin policy given by Amul.
DATA ANALYSIS FOR SALES PROMOTION ACTIVITY

We carried sales promotion activity at places of Raipur city 1. Tagore Nagar 2. Rajendra Nagar 3. Mahavir Nagar 4. Shyam Nagar 5. Budha Para 6. Sunder Nagar
Store name Om Provision Jai Mata Di Shri Sai Provision Kalavati Provision Novelty Fancy Rajendra Provision Taaza 100 60 80 60 80 240
Sales(Packets) Gold Slim N Trim 10 0 0 10 0 0 5 10 20 50 40
Curd 15 20 20 10 20 35
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INTERPRETATION:
The researcher got same (trend) data and same response from the consumers for the areas. So I come out with following observation and results In case of jai mata di and kalavati provision retail outlet they were not interested in Amul milk selling but now they are selling 60 packets of milk daily. And they said if response will remain same they will increase milk order.
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Chapter 5 LIMITATIONS OF THE RESEARCH
The survey is limited only for 25 wards. Time period of the project was 8 weeks, which may not be enough to understand the whole market. Sample size (269) of project was too small as compare to total area covered. Respondent hesitate to give true response to question.
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Chapter 6 FINDINGS OF THE RESEARCH

The main findings are as follows: Amul has the highest share in liquid milk market of Raipur. Keeping the population of Raipur in mind brand awareness for amul milk is very high, and the minimum per capita consumption of milk is 250 ml. The potential of the pouch milk in Raipur city is 2,50,000 litres per day. Amul sales 70,000 liters of pouch milk and all the other brands sale 30,000 liters of milk per day so the remaining 1,50,000 litres is the potential of amul. The USP of the Amul Milk is Quality and Brand image. Word of Mouth is found to be the most effective tools of the marketing. The percentage of customers reliability is very high in the product. Due to goodwill the distributors are interested to work with the company. It was found that the retailers stock more than the demand of the product in the morning hours, so that the product can be available for the consumer the whole day. All retailers get Amul milk from company selected distributors. Inspite of delays in the supply of the product some or the either day the consumers were consuming amul milk only, because it provides the best quality product. All retailers were familiar with sales promotion activities undertaken by Amul.
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Retailers are interested in selling amul milk but at the same time are not that much happy with the margin provided by amul . but they selling amul milk because there is consumer pool for amul milk. Company avails the product at the retail point according to the demand of retailers for the evening hours in the peak seasons too. Retailers are in doubt that they will get amul milk on time or not because the amul milk comes from Nagpur so there can be any happening on the transit.
Chapter 7 SUGGESTIONS AND RECOMMENDATIONS

The main Suggestions and Recommendations are as follows: The remaining potential level which is 150,000 litres can be covered by the company by expansion of the market so that the new developing colonies and the upcoming new Raipur area. can be covered. Milk purchasing decisions are more decided by women rather than male, because she act as a invigilator, execute her decision and influence the same to the purchase while ascertaining the quality, freshness and price. Hence, I suggest GCMMF to concentrate more on the women and men suggestions for designing the marketing strategy, because womens role in the house is dominant, even in the various decisions. Occupation of the user influences the purchase decisions. The particular occupation plays a vital role in deciding the product or services. Women segment are influencing more on milk. Therefore, an occupation is the factor influencing the product. Income of the people decides the purchasing power. The high income prefers to purchase product with the quality, freshness, thickness, etc. and vice versa. So I suggest Amul to concentrate also on low income segment to capture
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market and position themselves in the minds of the customer with required quantity and quality milk. Since Amul is having loyal customers and therefore should concentrate more on this factor through various potential programmes such as campaign, premium packs, offers etc., this helps to increase the loyalty towards the Amul products. Customer is influential, hence I suggest Amul to look after the dealers issue with due care. The retailers are the main linkage between the company and the consumers so the company must also keep in mind the requirements of the retailers as well as the consumers too.
Chapter 8 CONCLUSION
From the survey conducted it is observed that Amul milk has a good market share. From the study conducted the following conclusions can be drawn. In order the dreams comes into reality and for turning liabilities into assets one must have to meet the needs of the customers. The factors considered by the customer before purchasing milk are freshness, taste, thickness and availability. Finally I conclude that, majority of the customers are satisfied with the Amul milk and Milk products because of its good quality, reputation, easy availabilities , if slight modification in the marketing programme such as dealers and outlets, promotion programmers, product lines etc., definitely company can be as a monopoly. Amul has also to take care of its competitors into consideration and more importantly its customers before making any move.
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ANNEXURE
QUESTIONNAIRE
(Retailer Survey)
Name of the shop: __________________________________________________ Retailer Name: ____________________________________________________ Address: __________________________________________________________ 1) Do you stock Amul milk? a) Yes b) No
2) If yes, what is the size of Amul milk packets do you preferred to store? a) 200 ml b) 500 ml
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c) 1 Ltr d) 5 Ltr.
3) If No, Why? a. Absence of packaging date b. Low margin c. No replacement for leakage d. Low distribution
4) Which is the most preferable brand of packaged milk that you stock? Amul Sanchi Dinshaws Apna Others
5) From where do you get Amul milk? a) Distributors b) Other suppliers
6) Are you satisfied with Amul distributor?
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a) Yes b) No 7) Do you know which Sales promotional activities does the company undertake for Amul milk?
a) Price off b) Credit facility c) Advertisement
d) Free samples e) Coupons f) P-O-P Displays
8) Are you interested in distribution of Amul milk?
a) Yes b) No
9) What is consumers expectation from Amul milk? a) Good quality b) Packaging c) Availability
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10)
Give your ratings to following attributes of Amul milk.
Very good Very bad
Good
Average
Bad
a) Quality b) Brand image c) Availability d) Packaging e) Margin
AREA COVERED:
Tagore Nagar Mahavir Nagar Budha Para Pachpedi Naka Priyadarshni Colony
Rajendra Nagar Shyam Nagar Sunder Nagar Vallabh Nagar ---
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PRODUCT PROFILE
Milk is the natures perfect food for all ages. It has almost all the vital nutrients need for the growth and well being of human body. Milk is the richest natural source of calcium and essential amino acids, which is good for bone formation. It is particularly beneficial for people recovering from sickness, for sportsmen, for old people, for pregnant women and for
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growing girls and boys. The doctor recommends a minimum daily intake of 250 ml or more for every person. Normal cow milk has 4% Fat and buffalo has 7% Fat. There is another important constituent of milk is Solids Non Fat (SNF). This (or SNF as it is commonly called) comprises of proteins, minerals, carbohydrates and vitamins. For mil to be nutritionally balanced, it has to contain both Fat and Solids Not Fat in proportion.
The PFA act lays down standards of Fat and SNF for various types of milk, as follows: FAT 1. Toned milk (Amul Taaza) 2. Full Cream Milk (Amul Gold) 3. Cow Milk (Amul Cow Milk) 3.0% Min 6.0% Min 3.5% Min SNF 8.5% Min 9.0% Min 9.0% Min
Amul Milk is available in Raipur and surrounding areas in Toned, Full cream and cow milk varieties. Amul Milk strictly confirms to PFA standards . In facts we keep our standards higher so as to abundantly comply with the legal requirements and to provide wholesome nutritive food to our consumers.
This means when you are buying Amul Milk you are sure to get the natures perfect food for your family. You are sure to get your full 500 ml. in every pack. You are sure of getting milk, which has longer life because of superior bacteriological quality and state of art processing technology The loose milk available from local vendors often does not confirm to PFA standards. It often has less Fat and less Solid Non Fat then required. Remember that if your milk contains 0.5% less Fat or SNF, you are paying up to one rupee per pouch extra.
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Besides, it is not uncommon to find artificial preservatives, which are not permitted by law being added to loss milk. If you are buying cheap loose milk or even pouch milk, think again! By compromising on the quality of milk, you may be depriving your children of essential life-building proteins and nutrients that only pure and high quality Amul Milk will give.
AMUL PRODUCTS
AMUL TAAZA
Product Details Product Name : Amul Taaza Description Pasteurized Milk Amul milk meets the PFA standards for the respective type of milk. Packing Poly Pack - 500ml, 1000ml, 200ml, 5 Ltr * * In selected markets only Product Specifications Composition Fat (%) 3.0 min SNF (%) *8.5 min
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Nutritional Information* Serving Size : 200 ml Amount per : 100 ml Energy : 58 kcal Energy from FAT : 27 kcal Total FAT : 3g Saturated FAT : 1.9 g Cholesterol : 8 mg Total Carbohydrate : 4.7 g Added Sugar : 0g Protein : 3.1 g Calcium : 150 mg Phosphorus : 130 mg Sodium : 50 mg Thiamine : 42.5 mcg Riboflavin : 120 mcg Niacin : 100 mcg Folic Acid : 7.5 mcg Vit. A(Retinol) : 32 mcg *Approx. values Shelf Life : 48 Hours from the date of packing if kept under refrigeration below 8C Storage condition : Under Refrigeration (Below 8C) Product Features : Amul Milk is the most hygenic liquid milk available in the market. It is pasteurised in state-of-the-art processing plants and pouchpacked to make it conveniently available to consumers. Product Application Direct consumption, Making of : Tea or Coffee, Sweets, Khoa, Curd, Buttermilk, Ghee
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AMUL GOLD
Product Details Product Name : Amul Gold Description : pasteurized milk Amul milk meets the PFA standards for the respective type of milk. Packing : Poly Pack - 500ml, 1000ml, 5 Ltr * * In Selected markets only Product Specifications Composition FAT(%) 6.0 min SNF (%)* 9.0 min
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Nutritional Information* Serving Size Amount per : Energy Energy from FAT : Total FAT : Saturated FAT Cholesterol : Total Carbohydrate Added Sugar Protein Calcium : Phosphorus : Sodium : Thiamine : Riboflavin : Niacin Folic Acid : Vit. A(Retinol) : 200 ml 100 ml : 87 kcal 54 kcal 6g : 3.7 g 16 mg : 5.0 g : 0g : 3.3 g 150 mg 130 mg 50 mg 42 mcg 120 mcg : 100 mcg 7.5 mcg : 65 mcg
*Approx. values Shelf Life 48 Hours from the date of packing if kept under refrigeration below 8C Storage condition Under Refrigeration (Below 8C) Product Features Amul Milk is the most hygenic liquid milk available in the market. It is pasteurised in state-of-the-art processing plants and pouchpacked to make it conveniently available to consumers. Product Application Direct consumption, Making of : Tea or Coffee, Sweets, Khoa, Curd, Buttermilk, Ghee
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AMUL SLIM N TRIM
Product Details Product Name Description Packing Product Specifications Composition Nutritional Information Serving Size Serving per pack Energy Energy from fat % Daily Value* Total Fat, 0.2 g Saturated Fat, 0.1g Sodium 100 mg Total Carbohydrate 10 g Protein, 7g Calcium 300 mg Added Vitamin A Added Vitamin D : : : : : 0.6 : : 14 : 500 IU 40 IU 61 4.6 3.3 0.3 : : 200ml 5 : : 70 Calories 1.5 calories : Skimmed Milk, Vitamin A&D : : Amul Slim and Trim Milk
Skimmed Long Life Milk : 1000 ml
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Not a significant source of Dietary fiber, Vitamin C & Iron. *Percent daily Values (DV) are based on a 2000 calorie diet. Shelf Life 180 days when stored in cool and dry place Storage condition Product Features Zero Cholestrol Virtually zero bacteria No need to boil Cut open and drink No need to refrigerate till open Stays fresh for 2 days after opening if kept in refrigerator No powder or water added No preservative / chemical Easy to carry and use while traveling Tamper evident packing Best quality milk from Gujarat Product Application Excellent for problems : People with Heart & Blood Pressure related : Ambient
Health & weight conscious People People undergoing Fitness sessions. Available in (Segments/Markets) Amul Taaza is available in India as well as other country like UAE / Bahrain / Kuwait/ Oman / Hong Kong / Sri Lanka / USA / Malaysia / Singapore / Qatar/ New Zealand
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Milk Drinks Amul Kool Millk Shaake Amul Kool
Amul Kool Cafe
Kool Koko
A delight to Chocolate Lovers. Delicious Chocolate taste
Nutramul Energy Drink
A drink for Kids - provides energy to suit the needs of growing Kids
Amul Kool Chocolate Milk
Amul Kool Flavoured Bottled Milk
Amul Kool Flavoured Tetra Pack
Amul Masti Spiced Buttermilk

Amul introduces the Best Thirst Quenching Drink
Amul Kool Thandai
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Powder Milk Amul Spray Infant Milk Food
Still, Mother's Milk is Best for your baby
Amul Instant Full Cream Milk Powder

A dairy in your home
Sagar Skimmed Milk Powder
Which is especially useful for diet preparations or for use by people on low calorie and high protein diet.
Sagar Tea Coffee Whitener
Amulya Dairy Whitener

The Richest, Purest Dairy Whitener
Fresh Milk Amul Fresh Milk

This is the most hygienic milk available in the market. Pasteurised in state-of-the-art processing plants and pouch-packed for convenience.
Amul Gold Milk
Amul Taaza Double Toned Milk
Amul Lite Slim and Trim Milk
Amul Fresh Cream
Amul Shakti Toned Milk
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Cheese Amul Pasteurised Processed Cheese
100% Vegetarian Cheese made from microbial rennet
Amul Cheese Spreads

Tasty Cheese Spreads in 3 great flavours..
Amul Emmental Cheese
The Great Swiss Cheese from Amul, has a sweet-dry flavour and hazelnut aroma
Amul Pizza Mozzarella Cheese

Pizza cheese...makes great tasting pizzas!
Gouda Cheese
For Cooking Amul / Sagar Pure Ghee

Made from fresh cream. Has typical rich aroma and granular texture. An ethnic product made by dairies with decades of experience.
Cooking Butter
Amul Malai Paneer

Ready to cook paneer to make your favourite recipes!
Utterly Delicious Pizza
Mithai Mate
Sweetened Condensed Milk Free flowing and smooth texture. White to creamy color with a pleasant taste.
Masti Dahi
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Desserts Amul Ice Creams

Premium Ice Cream made in various varieties and flavours with dry fruits and nuts.
Amul Shrikhand
A delicious treat, anytime.
Amul Mithaee Gulab Jamuns

Pure Khoya Gulab Jamums...best served piping hot.
Amul Chocolates
The perfect gift for someone you love.
Amul Lassee
Amul Basundi
Health Drink Nutramul

Malted Milk Food made from malt extract has the highest protein content among all the brown beverage powders sold in India.
Amul Shakti Health Food Drink

Available in Kesar-Almond and Chocolate flavours.
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BIBILOGRAPHY
Product Brochure Personal interview of retailers Marketing Management Philip Kotler Periodical: Business World
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Websites:www.google.com www.wikipedia.com www.amul.com
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Potential of Amul Milk in Raipur City (BALLABH CHANDAK)

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The Taste of India

At Gujarat Co-operative Milk Marketing Federation Ltd.

MATS SCHOOL OF MANAGEMENT STUDIES & RESEARCH

The Taste of India

MATS SCHOOL OF MANAGEMENT STUDIES & RESEARCH

The Taste of India

MATS SCHOOL OF MANAGEMENT STUDIES & RESEARCH

The Taste of India

Date: Place: Duration:

4st September 2011 Raipur 16th June to 15th August, 2011

MATS SCHOOL OF MANAGEMENT STUDIES & RESEARCH

The Taste of India

Signature : Name : Roll No. :

BALLABH CHANDAK MU09BBM011

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The Taste of India

CERTIFICATE BY THE GUIDE

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The Taste of India

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The Taste of India

INTRODUCTION TO THE PROJECT

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The Taste of India

Statement of The Problem A STUDY ON POTENTIAL OF AMUL MILK IN RAIPUR CITY

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The Taste of India

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The Taste of India

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The Taste of India

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The Taste of India

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The Taste of India

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The Taste of India

INTRODUCTION AND HISTORY OF COMPANY

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The Taste of India

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The Taste of India

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The Taste of India

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The Taste of India

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The Taste of India

PEOPLE POWER: AMUL'S SECRET OF SUCCESS

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Cattle feed Manufacturing Capacity

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Third plant is at Khatraj, which engaged in producing cheese.