A Project Report On

CONSUMER BEHAVIOR AND MARKET POTENTIAL OF AMUL SCOOPING PARLOR AND AMUL APO IN JAIPUR
Report by Dhanaram Burdak M.B.A.II sem

Submitted to the Department of Management Studies

In Partial Fulfillment of the Requirements for the 2-years Full-time M.B.A Course

POORNIMA SCHOOL OF MANAGEMENT

Sitapura, Jaipur, Rajasthan

CERTIFICATE OF ORIGINALITY

I Dhanaram Burdak S/O Moturam having

Batch 2009-2011, do hereby certify and declare that this

research report titled CONSUMER BEHAVIOR AND MARKET POTENTIAL OF AMUL

SCOOPING PARLOR AND AMUL APO IN JAIPUR is the result of my own work. This report
contains no materials or information which has been previously submitted for any other academic diploma or degree, except where indicated otherwise.

Date:

Signature of the Student Dhanaram

APPROVAL PAGE

This

report,

entitled

CONSUMER

BEHAVIOR

AND

MARKET

POTENTIAL OF AMUL SCOOPING PARLOR AND AMUL APO IN JAIPUR prepared and submitted by NARESH SARASWAT, in partial fulfillment
of the requirements for the degree of M.B.A MANAGEMENT is hereby accepted.

FACULTY GUIDE

Accepted as partial fulfillment of the requirements for the 2-Year FullTime PGDM COURSE.

Dean (Academics)

ACKNOWLEDGEMENT

I sincerely wish to acknowledge a deep debt gratitude to poornima school of Management jaipur for giving me the opportunity to do PGDM from this organization. I feel great joy and pleasure in thanking the Chairperson, Mrs. and the Director, Mr. without

whose constant encouragement and ever guiding spirit, this project would not have been completed at all. I am indebted to Mr., Faculty Guide and all the faculty members of , who have disciplined my mode of work and have been pillars of great strength to me. The blessings of my revered Family has brought me to this stage are the most valuable ingredients of my life. I wish convey my love and respects to them. Finally I convey my heartfelt thanks to friends and all my well-wishers.

CONTENTS

1. Abstract 2. Research Methodology 3. Introduction to the Industry 4. Introduction to GCMMF Ltd 5. Introduction to Subject 6. Project Profile 7. Data Analysis and Interpretation 8. Findings 9. Suggestions 10. Conclusion 11. Annexure 12. Bibliography

ABSTRACT
Project study is an important part of our curriculum in MBA course. A project study helps a student in getting aquatinted with the manner in which his knowledge is practically used outside of his institution and it is different from what he has learnt from books. Hence when one switches from the processes of learning to that of implement his knowledge, he perceives an abrupt change. This is why a project study session during MBA curriculum becomes an important aspect. The searching, compiling & presenting seminar of an MBA student plays an important role to develop him as well as groove professionally. It is a golden opportunity for his/her to be given an idea of dynamic and versatile professional world. It was a real interesting experience & I enjoyed every part of it & hope that it would be helpful in my future. There is a large gap between theoretical knowledge and practical knowledge about handling and managing business. Only books knowledge cant help in building up an effective administration. A theoretical and practical study, knowledge and learning can only be useful to become more eligible and competitive due to their point of view each and every student of MBA has to undergo the industrial training to execute the business enterprise which is really helpful to the students for making their budget carrier For accomplishment of the project report we daily think about the conditions and views and then we used to compose the whole thing on computer. In making the project report theoretical knowledge was needed more than the practical which was given to us by our Professors. In the market the experience relating to the practical knowledge was very good which realized us about the real conditions of the marketing. Of course all care has been taken and an attempt has been made to give as much clarity and conclusive evidence as possible within the short tenure of the study. The project flows logically consisting of market research, data collection method and questionnaire. It is hoped that the findings and the suggestions will help the company, confidently to formulate its strategy in comparison to its competitors.

I had enjoyed my project study at Gujarat Cooperative Milk Marketing Federation Limited and have learnt lots of new things, which will be helpful to me during my work in any organization. I thank Gujarat Cooperative Milk Marketing Federation Limited for giving us this opportunity at their office and being good to me all the time. I promise my help wherever needed to the company, I also yearn to work for the company in future. I hope that administration think over my work for a while. Doing training was really an opportunity before me when I could convert my theoretical knowledge into practical and of real world type. Fortunately, the company I got is a true follower of the various principles of management and also one of the leading companies in its segment of the industry. The working environment that I was being provided was extraordinary and helped me a lot in delivering my work properly and with full potency of mine. Gujarat Cooperative Milk Marketing Federation Limited is one of the renowned names in the Software and Hardware sector of computer industry. The graph of sales of these respective product lines is the best in the industry as compared to their competitors. I did my summer training project at Gujarat Cooperative Milk Marketing Federation Limited, Jaipur, where I found all the professionals are very much committed to their work as well as they were all professionals enough. This helped me a lot in getting a good deal of exposure. As I had to consult the Channel partners, I felt myself, in the beginning, in a bit problem. But the cooperation of my superiors at the work induced confidence in me to deal with my problems whenever they came. On the basis of information collection and guidance provided I had prepared a comprehensive training report. Here, it is a systematic presentation of this record. I sincerely hope that this piece of information provides delight to the learners in their respective job profile associated with Gujarat Cooperative Milk Marketing Federation Limited. Master of business administration course designed with the objective of preparing the most complete person with the view to achieve of the best possible manner. Any education is incomplete without the practical exposure of it. We as student of marketing were assigned their project to complement all that we studied in our classroom. My project deals with searching of market potential of Amul parlors & APOs and studying the consumer behavior for the same.
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RESEARCH METHODOLOGY
OBJECTIVES

The objective of the study was to:

PRIMARY OBJECTIVE: Primary objective was to Check Market potential of AMUL Scooping Parlor and AMUL APO concept. SECONDARY OBJECTIVE: Some of the secondary objectives are: First objective was to make brochure for the Amul Company which can be showed while promoting the brand.

Second objective was to make people aware of scooping parlor concept by various methods like showing them brochures, by word of mouth etc.

Third objective of the study was to understand the market opportunities for scooping parlors. In this, the present market scenario, competitors within the industry and competitors outside the industry like: restaurants, hotels, cafes and other unstructured sources were taken into consideration.

Fourth objective was to go to the respective malls, multiplex, colleges, schools, amusement places and to generate the leads from the business owners to open Amul Scooping parlor, AMUL APO (AMUL PREFERRED OUTLET) & Amul Kiosk.

And the fifth and the most important objective were to show the path to the company to build up their clientele.
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SCOPE OF THE PROJECT

This would help them in understanding the taste and the requirements of the customer. The project would be helpful to the company as they would be able to know what the places of high footfalls are and where such outlet would work in an optimum level. This would be helpful for all the dairy firms to have an insight into the work which AMUL just started. There are lots of issues which are yet not under consideration so that would be highlighted in this project report. The clientele so build can see and actually analyze all the pros and cons of opening such outlets. This project will help the company to take some actions on the loopholes. This would help AMUL as a brand to build up its clientele.

Source of Information

Primary Data: - Primary datas are those which are gathered specially for the project at hand, directly e.g. through questionnaires & interviews. Primary data sources include company salesman, middleman, consumers, buyers, trade associations executives & other businessman & even competitors. The primary data which was used in this research was simply through a questionnaire. Secondary Data: - These are generally published sources, which have been collected originally for some other purpose. Source are internal company records, government publication, reports & publication, reports & journals, trade, professional and business associations publications & reports. In this project Companys annual report, APO brochures, PowerPoint presentations prepared by previous employees, companys previous project reports, companys facts on the internet etc. was used. Research Design

Despite the difficulty of establishing an entirely satisfactory classification system, it is helpful to classify marketing research on the basis of the fundamental objectives of the research. Consideration of the different types, their applicability their strengths and their weakness to select the type best suited research design to a specific problem. The two general types of research are:

EXPLORATORY RESEARCH

Exploratory research seeks to discover new relationship, emphasis on discovery of ideas. Marketing researches devote a significant portion of their work on exploratory studies when very little is known about the problem being examined. As AMUL APO and scooping parlour is a new concept in Jaipur so there was a need to do exploratory research as there was very less information available to AMUL about the place and its customers.
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CONCLUSIVE RESEARCH

Conclusive studies attempts to determine the frequency with which something occurs or the relationship between two phenomenons. Usually conclusive studies assume certain under underlying characteristics of the market or have some precise statement of research questions/hypothesis.

Sampling Technique used and Sample Size

Sample design is a definite plan of obtaining some items from the whole population. The sample design used in this project is Area sampling (Part of Cluster sampling) and convenience sampling. In the probability sampling methods, each items in the sample is chosen one at a time from a complete list of universe elements. In marketing research practice, it will sometimes be more expedient to select clusters or groups of universe elements, rather than to choose sample items individually. Sampling methods in which universe elements are chosen in groups rather than individually are called cluster-sampling methods. They are widely used in the sampling of human populations. When no complete universe listing exists, a type of sampling is called area sampling may be the only practically feasible form of probability sampling.

Sample SizeZones are: EAST, WEST, NORTH, and SOUTH - 50 samples from each category

This all comprises of:

Banipark, Shastri Nagar, Chaura Rasta, Mansarover, Malviya Nagar, Jhotwara, Murlipura, Vidhyadhar Nagar, Civil lines, C-Scheme, Ajmeri Gate, Pratap Nagar, Rajapark, Sanganer, main city etc.

These are some of the main areas where survey was conducted. The total sample size was 200.
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SAMPLING

1. Sampling Technique : Non probability sampling (A non probability sampling technique is that in which each element in the population does not have an equal chance of getting selected)

2. Sample Unit

: People who buy ice creams (Available in retail outlets, superstores, malls etc)

3. Sample Size

: 200 respondents (Age ranging between 15 yrs to 70 yrs)

4. Method

: Direct interview through questionnaire

5. Data Analysis Method: Graphical method

6. Area of Survey

: JAIPUR City.

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Limitations

Limited time available for interviewing the respondents. As a result of this, it was not possible to gather full information about the respondents. When I interviewed children and teenagers, sometimes they use to give answers under the influence of their parents or elders. As summer training is going under summer season so sometimes people are less interested in filling up questionnaire. Sometimes the problem was language for which I have to make them understand what the question is. Non-cooperative approach and rude behavior of the respondents which might be an issue in the actual conclusions. If the respondents answer does not falls between amongst the options given then it will turn up to be a biased answer. Number of respondents (Sample Size) was not able enough to justify the actual behavior of them for Ice creams and scoops.

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INTRODUCTION TO THE INDUSTRY

A dairy is a facility for the extraction and processing of animal milkmostly from cows or goats, but also from buffalo, sheep, horses or camels for human consumption. Typically it is a farm (dairy farm) or section of a farm that is concerned with the production of milk, butter and cheese. Terminology differs slightly between countries. In particular, in the U.S. a dairy can also be a facility that processes, distributes and sells dairy products, or a room, building or establishment where milk is kept and butter or cheese is made. In New Zealand English a dairy means a corner convenience store, or Superetteand dairy factory is the term for what is elsewhere called a dairy. As an attributive, the word dairy refers to milk-based products, derivatives and processes, and the animals and workers involved in their production: for example dairy cattle, dairy goat. A dairy farm produces milk and a dairy factory processes it into a variety of dairy products. These establishments constitute the dairy industry, a component of the food industry. 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 199798, the State had 60 milk processing plants with an aggregate processing capacity of 5.8 million liters per day. In addition to these processing plants, 123 Government and 33 co-operatives milk chilling centres operate in the State. With the increase in milk production, Maharashtra now regularly exports milk to neighboring states. It has also initiated a free school feeding scheme, benefiting more than three million school children from over 19,000 schools all over the State. In the more recent past, people in agricultural societies owned dairy animals that they milked for domestic and local (village) consumption, a typical example of a cottage industry. The animals might serve multiple purposes (for example, as a draught animal for pulling a plough as a youngster, and at the end of its useful life as meat). In this case the animals were normally milked by hand and the herd size was quite small, so that all of the animals could be
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milked in less than an hourabout 10 per milker. These tasks were performed by a dairymaid (dairywomen) or dairyman. The word dairy harkens back to Middle English dayerie, deyerie, from deye (female servant or dairymaid) and further back to Old English dge (kneader of bread). With industrialization and urbanization, the supply of milk became a commercial industry, with specialized breeds of cattle being developed for dairy, as distinct from beef or draught animals. Initially, more people were employed as milker, but it soon turned to mechanization with machines designed to do the milking. Historically, the milking and the processing took place close together in space and time: on a dairy farm. People milked the animals by hand; on farms where only small numbers are kept, hand-milking may still be practiced. Hand-milking is accomplished by grasping the teats (often pronounced tit or tits) in the hand and expressing milk either by squeezing the fingers progressively, from the udder end to the tip, or by squeezing the teat between thumb and index finger, then moving the hand downward from udder towards the end of the teat. The action of the hand or fingers is designed to close off the milk duct at the udder (upper) end and, by the movement of the fingers, close the duct progressively to the tip to express the trapped milk. Each half or quarter of the udder is emptied one milk-duct capacity at a time. The stripping action is repeated, using both hands for speed. Both methods result in the milk that was trapped in the milk duct being squirted out the end into a bucket that is supported between the knees (or rests on the ground) of the milker, who usually sits on a low stool. In 1937, it was found that bovine somatotropin (BST or bovine growth hormone) would increase the yield of milk. Monsanto Company developed a synthetic (recombinant) version of this hormone (RBST). In February 1994, RBST was approved by the Food and Drug Administration (FDA) for use in the U.S. It has become common in the U.S., but not elsewhere, to inject it into milk kine (dairy cows) to increase their production by up to 15%. However, there are claims that this practice can have negative consequences for the animals themselves. A European Union scientific commission was asked to report on the incidence of mastitis and other disorders in dairy cows, and on other aspects of the welfare of dairy cows The commission's statement, subsequently adopted by the European Union, stated that the use of RBST substantially increased health problems with cows, including foot problems, mastitis and injection site reactions, impinged on the welfare of the animals and caused reproductive disorders. The report concluded that on the basis of the health and welfare of the animals, RBST should not be used.

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STRUCTURE OF THE INDUSTRY

While most countries produce their own milk products, the structure of the dairy industry varies in different parts of the world. In major milk-producing countries most milk is distributed through wholesale markets. In Ireland and Australia, for example, farmers' co-operatives own many of the large-scale processors, while in the United States many farmers and processors do business through individual contracts. In the United States, the country's 196 farmers' cooperatives sold 86% of milk in the U.S. in 2002, with five cooperatives accounting for half that. This was down from 2,300 cooperatives in the 1940s. In developing countries, the past practice of farmers marketing milk in their own neighborhoods is changing rapidly. Notable developments include considerable foreign investment in the dairy industry and a growing role for dairy cooperatives. Output of milk is growing rapidly in such countries and presents a major source of income growth for many farmers As in many other branches of the food industry, dairy processing in the major dairy producing countries has become increasingly concentrated, with fewer but larger and more efficient plants operated by fewer workers. This is notably the case in the United States, Europe, Australia and New Zealand. In 2009, charges of anti-trust violations have been made against major dairy industry players in the United States Government intervention in milk markets was common in the 20th century. A limited anti-trust exemption was created for U.S. dairy cooperatives by the Capper-Volstead Act of 1922. In the 1930s, some U.S. states adopted price controls, and Federal Milk Marketing Orders started under the Agricultural Marketing Agreement Act of 1937 and continue in the 2000s. The Federal Milk Price Support Program began in 1949. The Northeast Dairy Compact regulated wholesale milk prices in New England from 1997 to 2001. Plants producing liquid milk and products with short shelf life, such as yogurts, creams and soft cheeses, tend to be located on the outskirts of urban centers close to consumer markets. Plants manufacturing items with longer shelf life, such as butter, milk powders, cheese and whey powders, tend to be situated in rural areas closer to the milk supply.

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Most large processing plants tend to specialize in a limited range of products. Exceptionally, however, large plants producing a wide range of products are still common in Eastern Europe. As processing plants grow fewer and larger, they tend to acquire bigger, more automated and more efficient equipment holdover from the former centralized, supply-driven concept of the market. While this technological tendency keeps manufacturing costs lower, the need for longdistance transportation often increases the environmental impact. Milk production is irregular, depending on cow biology. Producers must adjust the mix of milk which is sold in liquid form vs. processed foods (such as butter and cheese) depending on changing supply and demand.

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OPERATION OF THE DAIRY FARM

When it became necessary to milk larger numbers of cows, the cows would be brought to a shed or barn that was set up with bails (stalls) where the cows could be confined while they were milked. One person could milk more cows this way, as many as 20 for a skilled worker. But having cows standing about in the yard and shed waiting to be milked is not good for the cow, as she needs as much time in the paddock grazing as is possible. It is usual to restrict the twicedaily milking to a maximum of an hour and a half each time. It makes no difference whether one milks 10 or 1000 cows, the milking time should not exceed a total of about three hours each day for any cow. As herd sizes increased there was more need to have efficient milking machines, sheds, milkstorage facilities (vats), bulk-milk transport and shed cleaning capabilities and the means of getting cows from paddock to shed and back. Farmers found that cows would abandon their grazing area and walk towards the milking area when the time came for milking. This is not surprising as, in the flush of the milking season, cows presumably get very uncomfortable with udders engorged with milk, and the place of relief for them is the milking shed. As herd numbers increased so did the problems of animal health. In New Zealand two approaches to this problem have been used. The first was improved veterinary medicines (and the government regulation of the medicines) that the farmer could use. The other was the creation of veterinary clubs where groups of farmers would employ a veterinarian (vet) full-time and share those services throughout the year. It was in the vet's interest to keep the animals healthy and reduce the number of calls from farmers, rather than to ensure that the farmer needed to call for service and pay regularly. Most dairy farmers milk their cows with absolute regularity at a minimum of twice a day, with some high-producing herds milking up to four times a day to lessen the weight of large volumes of milk in the udder of the cow. This daily milking routine goes on for about 300 to 320 days per year that the cow stays in milk. Some small herds are milked once a day for about the last 20 days of the production cycle but this is not usual for large herds. If a cow is left unmilked just once she is likely to reduce milk-production almost immediately and the rest of the season may see her dried off (giving no milk) and still consuming feed for no production. However, once-aday milking is now being practiced more widely in New Zealand for profit and lifestyle reasons. This is effective because the fall in milk yield is at least partially offset by labor and cost savings from milking once per day.

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This compares to some intensive farm systems in the United States that milk three or more times per day due to higher milk yields per cow and lower marginal labor costs. Farmers who are contracted to supply liquid milk for human consumption (as opposed to milk for processing into butter, cheese, and so onsee milk) often have to manage their herd so that the contracted number of cows are in milk the year round, or the required minimum milk output is maintained. This is done by mating cows outside their natural mating time so that the period when each cow in the herd is giving maximum production is in rotation throughout the year. Northern hemisphere farmers who keep cows in barns almost all the year usually manage their herds to give continuous production of milk so that they get paid all year round. In the southern hemisphere the cooperative dairying systems allow for two months on no productivity because their systems are designed to take advantage of maximum grass and milk production in the spring and because the milk processing plants pay bonuses in the dry (winter) season to carry the farmers through the mid-winter break from milking. It also means that cows have a rest from milk production when they are most heavily pregnant. Some year-round milk farms are penalized financially for over-production at any time in the year by being unable to sell their overproduction at current prices.

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INDUSTRIAL PROCESSING

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COOPERATIVE DAIRY FACTORY

A CHEESE FACTORY Dairy plants process the raw milk they receive from farmers so as to extend its marketable life. Two main types of processes are employed: heat treatment to ensure the safety of milk for human consumption and to lengthen its shelf-life, and dehydrating dairy products such as butter, hard cheese and milk powders so that they can be stored.

Cream and butter Today, milk is separated by large machines in bulk into cream and skim milk. The cream is processed to produce various consumer products, depending on its thickness, its suitability for culinary uses and consumer demand, which differs from place to place and country to country.

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Some cream is dried and powdered, some is condensed (by evaporation) mixed with varying amounts of sugar and canned. Most cream from New Zealand and Australian factories is made into butter. This is done by churning the cream until the fat globules coagulate and form a monolithic mass. This butter mass is washed and, sometimes, salted to improve keeping qualities. The residual buttermilk goes on to further processing. The butter is packaged (25 to 50 kg boxes) and chilled for storage and sale. At a later stage these packages are broken down into home-consumption sized packs. Butter sells for about US$3200 a tonne on the international market in 2007 (an unusual high).

Skimmed milk The product left after the cream is removed is called skim, or skimmed, milk. Reacting skim milk with rennet or with an acid makes casein curds from the milk solids in skim milk, with whey as a residual. To make a consumable liquid a portion of cream is returned to the skim milk to make low fat milk (semi-skimmed) for human consumption. By varying the amount of cream returned, producers can make a variety of low-fat milks to suit their local market. Other products, such as calcium, vitamin D, and flavoring, are also added to appeal to consumers.

Casein Casein is the predominant phosphoprotein found in fresh milk. It has a very wide range of uses from being filler for human foods, such as in ice cream, to the manufacture of products such as fabric, adhesives, and plastics. However, in the US these assorted non-food uses have led to concerns over the import of substandard (non-food-grade) powders from other countries, such as China, that are then used to artificially bolster domestic cheese yield without the casein additive undergoing FDA inspection.

Cheese Cheese is another product made from milk. Whole milk is reacted to form curds that can be compressed, processed and stored to form cheese. In countries where milk is legally allowed to be processed without pasteurization a wide range of cheeses can be made using the bacteria naturally in the milk. In most other countries, the range of cheeses is smaller and the use of artificial cheese curing is greater. Whey is also the byproduct of this process.

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Cheese has historically been an important way of "storing" milk over the year, and carrying over its nutritional value between prosperous years and fallow ones. It is a food product that, with bread and beer, dates back to prehistory in Middle Eastern and European cultures, and like them is subject to innumerable variety and local specificity. Although nowhere near as big as the market for cow's milk cheese, a considerable amount of cheese is made commercially from other milks, especially goat and sheep (see Roquefort cheese for a notable example).

Whey In earlier times whey was considered to be a waste product and it was, mostly, fed to pigs as a convenient means of disposal. Beginning about 1950, and mostly since about 1980, lactose and many other products, mainly food additives, are made from both casein and cheese whey.

Yogurt Yoghurt (or yogurt) making is a process similar to cheese making; only the process is arrested before the curd becomes very hard.

Milk powders Milk is also processed by various drying processes into powders. Whole milk, skim milk, buttermilk, and whey products are dried into a powder form and used for human and animal consumption. The main difference between production of powders for human or for animal consumption is in the protection of the process and the product from contamination. Some people drink milk reconstituted from powdered milk, because milk is about 88% water and it is much cheaper to transport the dried product. Dried skim milk powder is worth about US$5300 a tonne (mid-2007 prices) on the international market.

Other milk products Kumis is produced commercially in Central Asia. Although it is traditionally made from mare's milk, modern industrial variants may use cow's milk instead.

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Transport of Milk Historically, the milking and the processing took place in the same place: on a dairy farm. Later, cream was separated from the milk by machine, on the farm, and the cream was transported to a factory for butter making. The skim milk was fed to pigs. This allowed for the high cost of transport (taking the smallest volume high-value product), primitive trucks and the poor quality of roads. Only farms close to factories could afford to take whole milk, which was essential for cheese making in industrial quantities, to them. The development of refrigeration and better road transport, in the late 1950s, has meant that most farmers milk their cows and only temporarily store the milk in large refrigerated bulk tanks, whence it is later transported by truck to central processing facilities.

Milking Machines Milking machines are used to harvest milk from cows when manual milking becomes inefficient or labor intensive. The milking unit is the portion of a milking machine for removing milk from an udder. It is made up of a claw, four teat cups, (Shells and rubber liners) long milk tube, long pulsation tube, and a pulsator. The claw is an assembly that connects the short pulse tubes and short milk tubes from the teat cups to the long pulse tube and long milk tube. (Cluster assembly) Claws are commonly made of stainless steel or plastic or both. Teatcups are composed of a rigid outer shell (stainless steel or plastic) that holds a soft inner liner or inflation. Transparent sections in the shell may allow viewing of liner collapse and milk flow. The annular space between the shell and liner is called the pulse chamber. Milking machines work in a way that is different from hand milking or calf suckling. Continuous vacuum is applied inside the soft liner to massage milk from the teat by creating a pressure difference across the teat canal (or opening at the end of the teat). Vacuum also helps keep the machine attached to the cow. The vacuum applied to the teat causes congestion of teat tissues (accumulation of blood and other fluids). Atmospheric air is admitted into the pulsation chamber about once per second (the pulsation rate) to allow the liner to collapse around the end of teat and relieve congestion in the teat tissue. The ratio of the time that the liner is open (milking phase) and closed (rest phase) is called the pulsation ratio. The four streams of milk from the teatcups are usually combined in the claw and transported to the milk line, or the collection bucket (usually sized to the output of one cow) in a single milk hose. Milk is then transported (manually in buckets) or with a combination of airflow and

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mechanical pump to a central storage vat or bulk tank. Milk is refrigerated on the farm in most countries either by passing through a heat-exchanger or in the bulk tank, or both. In the photo above is a bucket milking system with the stainless steel bucket visible on the far side of the cow. The two rigid stainless steel teatcup shells applied to the front two quarters of the udder are visible. The top of the flexible liner is visible at the top of the shells as are the short milk tubes and short pulsation tubes extending from the bottom of the shells to the claw. The bottom of the claw is transparent to allow observation of milk flow. When milking is completed the vacuum to the milking unit is shut off and the teatcups are removed. Milking machines keep the milk enclosed and safe from external contamination. The interior 'milk contact' surfaces of the machine are kept clean by a manual or automated washing procedures implemented after milking is completed. Milk contact surfaces must comply with regulations requiring food-grade materials (typically stainless steel and special plastics and rubber compounds) and are easily cleaned. Most milking machines are powered by electricity but, in case of electrical failure, there can be an alternative means of motive power, often an internal combustion engine, for the vacuum and milk pumps. Milk cows cannot tolerate delays in scheduled milking without serious milk production reductions.

Milking Shed Layouts

Bail-style Sheds this type of milking facility was the first development, after open-paddock milking, for many farmers. The building was a long, narrow, lean-to shed that was open along one long side. The cows were held in a yard at the open side and when they were about to be milked they were positioned in one of the bails (stalls). Usually the cows were restrained in the bail with a breech chain and a rope to restrain the outer back leg. The cow could not move about excessively and the milker could expect not to be kicked or trampled while sitting on a (threelegged) stool and milking into a bucket. When each cow was finished she backed out into the yard again. The UK bail, developed largely by Rex Patterson, was a six standing mobile shed with steps that the cow mounted, so the herdsman didn't have to bend so low. The milking equipment was much as today, a vacuum from a pump, pulsators, and a claw-piece with pipes leading to the four shells and liners that stimulate and suck the milk from the teat. The milk went into churns, via a cooler. As herd sizes increased a door was set into the front of each bail so that when the milking was done for any cow the milker could, after undoing the leg-rope and with a remote link, open the door and allow her to exit to the pasture. The door was closed; the next cow walked into the bail
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and was secured. When milking machines were introduced bails were set in pairs so that a cow was being milked in one paired bail while the other could be prepared for milking. When one was finished the machine's cups are swapped to the other cow. This is the same as for Swingover milking parlors as described below except that the cups are loaded on the udder from the side. As herd numbers increased it was easier to double-up the cup-sets and milk both cows simultaneously than to increase the number of bails. About 50 cows an hour can be milked in a shed with 8 bales by one person. Using the same teat cups for successive cows has the danger of transmitting infection, mastitis, from one cow to another. Some farmers have devised their own ways to disinfect the clusters between cows. Herringbone Milking Parlors In herringbone milking sheds, or parlors, cows enter, in single file, and line up almost perpendicular to the central aisle of the milking parlor on both sides of a central pit in which the milker works (you can visualize a fishbone with the ribs representing the cows and the spine being the milker's working area; the cows face outward). After washing the udder and teats the cups of the milking machine are applied to the cows, from the rear of their hind legs, on both sides of the working area. Large herringbone sheds can milk up to 600 cows efficiently with two people. Swingover Milking Parlors Swingover parlors are the same as herringbone parlors except they have only one set of milking cups to be shared between the two rows of cows, as one side is being milked the cows on the other side are moved out and replaced with unmilked ones. The advantage of this system is that it is less costly to equip, however it operates at slightly better than half-speed and one would not normally try to milk more than about 100 cows with one person. Rotary Milking Sheds Rotary milking sheds consist of a turntable with about 12 to 100 individual stalls for cows around the outer edge. A "good" rotary will be operated with 2432 (~4850+) stalls by one (two) milkers. The turntable is turned by an electric-motor drive at a rate that one turn is the time for a cow to be milked completely. As an empty stall passes the entrance a cow steps on, facing the centre, and rotates with the turntable. The next cow moves into the next vacant stall and so on. The operator, or milker, cleans the teats, attaches the cups and does any other feeding or whatever husbanding operations that is necessary. Cows are milked as the platform rotates. The milker, or an automatic device, removes the milking machine cups and the cow backs out and leaves at an exit just before the entrance. The rotary system is capable of milking very large herdsover a thousand cows. Automatic Milking Sheds Automatic milking or 'robotic milking' sheds can be seen in Australia, New Zealand and many European countries. Current automatic milking sheds use the voluntary milking (VM) method. These allow the cows to voluntarily present themselves for milking at any time of the day or night, although repeat visits may be limited by the farmer through computer software. A robot arm is used to clean teats and apply milking equipment,
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while automated gates direct cow traffic, eliminating the need for the farmer to be present during the process. The entire process is computer controlled. Supplementary accessories in Sheds Farmers soon realized that a milking shed was a good place to feed cows supplementary foods that overcame local dietary deficiencies or added to the cows' wellbeing and production. Each bail might have a box into which such feed is delivered as the cow arrives so that she is eating while being milked. A computer can read the ear tag of each beast to ration the correct individual supplement. A close alternative is to use 'out-of-parlorfeeders', stalls that respond to a transponder around the cow's neck that is programmed to provide each cow with a supplementary feed, the quantity dependent on her production, stage in lactation, and the benefits of the main ration The holding yard at the entrance of the shed is important as a means of keeping cows moving into the shed. Most yards have a powered gate that ensures that the cows are kept close to the shed. Water is a vital commodity on a dairy farm: cows drink about 20 gallons (80 liters) a day, sheds need water to cool and clean them. Pumps and reservoirs are common at milking facilities. Water can be warmed by heat transfer with milk.

Temporary Milk Storage Milk coming from the cow is transported to a nearby storage vessel by the airflow leaking around the cups on the cow or by a special "air inlet" (5-10 l/min free air) in the claw. From there it is pumped by a mechanical pump and cooled by a heat exchanger. The milk is then stored in a large vat, or bulk tank, which is usually refrigerated until collection for processing.

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WASTE DISPOSAL

In countries where cows are grazed outside year-round, there is little waste disposal to deal with. The most concentrated waste is at the milking shed, where the animal waste is liquefied (during the water-washing process) and allowed to flow by gravity, or pumped, into composting ponds with anaerobic bacteria to consume the solids. The processed water and nutrients are then pumped back onto the pasture as irrigation and fertilizer. Surplus animals are slaughtered for processed meat and other rendered products. In the associated milk processing factories, most of the waste is washing water that is treated, usually by composting, and returned to waterways. This is much different from half a century ago, when the main products were butter, cheese and casein, and the rest of the milk had to be disposed of as waste (sometimes as animal feed). In areas where cows are housed all year round, the waste problem is difficult because of the amount of feed that is bought in and the amount of bedding material that also has to be removed and composted. The size of the problem can be understood by standing downwind of the barns where such dairying goes on.

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In many cases, modern farms have very large quantities of milk to be transported to a factory for processing. If anything goes wrong with the milking, transport or processing facilities it can be a major disaster trying to dispose of enormous quantities of milk. If a road tanker overturns on a road, the rescue crew is looking at accommodating the spill of 5 to 10 thousand gallons of milk (20 to 45 thousand liters) without allowing any into the waterways. A derailed rail tanker-train may involve 10 times that amount. Without refrigeration, milk is a fragile commodity, and it is very damaging to the environment in its raw state. A widespread electrical power blackout is another disaster for the dairy industry, because both milking and processing facilities are affected. Milk Industry is about the production, processing and retailing of milk in all its many aspects. An editorial mix of news, articles, interviews, business advice and technical reports provides a source of information relevant to anyone who is involved in milk production and in the processing and retailing of dairy products. Each month the editorial in Milk Industry relates to, and reports on what is happening in the wider milk industry. Regular coverage includes: a news and business news round-up, news of events and people in the trade, interviews with key industry figures, product launches, company profiles, marketing & promotional news, dairy management and European legislation.

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CIRCULATION

Milk Industry is read throughout the world with regular subscribers in 33 countries. Milk Industry reaches the decision makers. The monthly circulation of over 2,000 copies includes those who are responsible for, or directly influence, the purchase of equipment and services: owners, managers and senior technical personnel in dairies, independent milk processors, on-farm processors and milk groups together with a growing number of manufacturers of milk based end products cheese, yoghurts, ice cream, milk drinks and dairy desserts as well as bottled milk buyers and buyers at senior level within the retail sector. Milk Industry is published ten times a year - every month except January and August.

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DAIRY INDUSTRY

The highest milk producer in the entire globe India boasts of that status. India is otherwise known as the Oyster of the global dairy industry, with opportunities galore to the entrepreneurs globally. Anyone might want to capitalize on the largest and fastest growing milk and milk products' market. The dairy industry in India has been witnessing rapid growth. The liberalized economy provides more opportunities for MNCs and foreign investors to release the full potential of this industry. The main aim of the Indian dairy industry is only to better manage the national resources to enhance milk production and upgrade milk processing using innovative technologies.

Potential for investment in the dairy industry: Some areas of Indian dairy industry can be toned up by the evocation of differentiated technologies and equipment from overseas. These include:

1. Raw Milk Handling: The raw milk handling needs to be elevated in terms of physicochemical and microbiological properties of the milk in a combined manner. The use of clarification and bactofugation in raw milk processing can aid better the quality of the milk products. 2. Milk Processing: Better operational ratios are required to amend the yields and abridge wastage, lessen fat/protein losses during processing, control production costs, save energy and broaden shelf life. The adoption of GMP (Good Manufacturing Practices) and HACCP (Hazard Analysis Critical Control Points) would help produce milk products adapting to the international standards. 3. Packaging: Another area that can be improved is the range of packing machines for the manufacture of butter, cheese and alike. Better packaging can assist in retaining the nutritive value of products packed and thus broaden the shelf life. A cold chain distribution system is required for proper storage and transfer of dairy products. 4. Value-Added Products: There's vast scope for value-added products like desserts, puddings, custards, sauces, mousse, stirred yoghurt, nectars and sherbets to capture the dairy market in India.

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The Indian dairy industry has aimed at better management of the national resources to enhance milk production and upgrade milk processing involving new innovative technologies. Multinational dairy giants can also make their foray in the Indian dairy market in this challenging scenario and create a win-win situation for both.

Indias Milk Product Mix

Product
Fluid Milk Ghee Butter Curd

Percentage
46.0% 27.5% 6.5% 7.0%

Khoa (Partially Dehydrated Condensed Milk)

6.5%

Milk Powders, including IMF Paneer & Chhana (Cottage Cheese) Others, including Cream, Ice Cream

3.5% 2.0% 1.0%

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OVERVIEW OF THE INDIAN DAIRY SECTOR

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. In developed dairying countries such as the U.S.A., the year 1850 is seen as the dividing line between farm and factory-scale production. Various factors contributed to this change in these countries, viz. concentration of population in cities where jobs were plentiful, rapid industrialization, improvement of transportation facilities, development of machines, etc. whereas the rural areas were identified for milk production, the urban centres were selected for the location of milk processing plants and product manufacturing factories. These plants and factories were rapidly expanded and modernized with improved machinery and equipment to secure the various advantages of large-scale production. Nearly all the milk in the U.S.A. before 1900 was delivered as raw (natural) milk. Once pasteurization was introduced, it developed rapidly. Mechanical refrigeration helped in the rapid development of the factory system of market milk distribution. In India, dairying has been practiced as a rural cottage industry since the remote past. Semicommercial dairying started with the establishment of military dairy farms and co-operative milk unions throughout the country towards the end of the nineteenth century. During the earlier years, each household in those countries maintained its family cow or secured milk from its neighbour who supplied those living close by. As the urban population increased, fewer households could keep a cow for private use. The high cost of milk production, problems of sanitation etc., restricted the practice; and gradually the family cow in the city was eliminated and city cattle were all sent back to the rural areas. Gradually farmers within easy driving distance began delivering milk over regular routes in the cities. This was the beginning of the fluid milk-sheds which surround the large cities of today. Prior to the 1850s most milk was necessarily produced within a short distance of the place of consumption because of lack of suitable means of transportation and refrigeration. The Indian Dairy Industry has made rapid progress since Independence. A large number of modern milk plants and product factories have since been established. These organized dairies have been successfully engaged in the routine commercial production of pasteurized bottled milk and various Western and Indian dairy products. With modern knowledge of the protection of milk during transportation, it became possible to locate dairies where land was less expensive and crops could be grown more economically.

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In India, the market milk technology may be considered to have commenced in 1950, with the functioning of the Central Dairy of Aarey Milk Colony, and milk product technology in 1956 with the establishment of AMUL Dairy, Anand. The industry is still in its infancy and barely 10% of our total milk production under goes organized handling. History of Indian Market Milk Industry Beginning in organized milk handling was made in India with the establishment of Military Dairy Farms. Handling of milk in Co-operative Milk Unions established all over the country on a small scale in the early stages. Long distance refrigerated rail-transport of milk from Anand to Bombay since 1945 Pasteurization and bottling of milk on a large scale for organized distribution was started at Aarey (1950), Calcutta (Haringhata, 1959), Delhi (1959), Worli (1961), Madras (1963) etc. Establishment of Milk Plants under the Five-Year Plans for Dairy Development all over India. These were taken up with the dual object of increasing the national level of milk consumption and ensuing better returns to the primary milk producer. Their main aim was to produce more, better and cheaper milk.

Facts and Figures The country is the largest milk producer all over the world, around 100 million MT. Value of output amounted to Rs. 1179 billion (in 2004-05) (Approximately equals combined output of paddy and wheat!!) 1/5thof the world bovine population Milk animals (45% indigenous cattle, 55 % buffaloes, and 10% cross bred cows) Immensely low productivity, around 1000 kg/year (world average 2038 kg/year) Large no. of unproductive animals, low genetic potency, poor nutrition and lack of services are the main factors for the low productivity. There are different regions developed, average, below average (eastern states of Orissa, Bihar and NE region) in the dairy industry.
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INDIA: WORLD'S LARGEST MILK PRODUCER

India has become the world's No. 1 milk producing country, with output in 1999-200 (marketing year ending March 2000) forecasted at 78 million tonnes. United States, where the milk production is anticipated to grow only marginally at 71 million tonnes, occupied the top slot till 1997. In the year 1997, India's milk production was on par with the U.S. at 71 million tonnes. The world milk production in 1998 at 557 million tonnes would continue the steady progress in recent years (see Table 1). Furthermore, the annual rate of growth in milk production in India is between 5-6 per cent, against the worlds at 1 per cent. The steep rise in the growth pattern has been attributed to a sustained expansion in domestic demand, although per capita consumption is modest - at 70 kg of milk equivalent. Annual Milk Production has trebled India's annual milk production has more than trebled in the last 30 years, rising from 21 million tonnes in 1968 to an anticipated 80 million tonnes in 2001. This rapid growth and modernization is largely credited to the contribution of dairy cooperatives, under the Operation Flood (OF) Project, assisted by many multi-lateral agencies, including the European Union, the World Bank, FAO and WFP (World Food Program). In the Indian context of poverty and malnutrition, milk has a special role to play for its many nutritional advantages as well as providing supplementary income to some 70 million farmers in over 500,000 remote villages.

SWOT Analysis: Indian Dairy

Strengths 1. 2. 3. 4. 5. Demand Profiles Margins Flexibility of Product Mix Availability of Raw Material Technical Manpower Opportunities 1. Value Addition 2. Export Potential 1. 2. 3. 4. 5.

Weakness Perishability Lack of control over yield Logistics procurement Problematic distribution Competition Threats 1. Milk vendors, the un-organized sector

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Strengths: Demand profile: Absolutely optimistic. Margins: Quite reasonable, even on packed liquid milk. Flexibility of product mix: Tremendous. With balancing equipment, you can keep on adding to your product line. Availability of raw material: Abundant. Presently, more than 80 per cent of milk produced is flowing into the unorganized sector, which requires proper channelization. Technical manpower: Professionally-trained, technical human resource pool, built over last 30 years.

Weaknesses: Perishability: Pasteurization has overcome this weakness partially. UHT gives milk long life. Surely, many new processes will follow to improve milk quality and extend its shelf life. Lack of control over yield: Theoretically, there is little control over milk yield. However, increased awareness of developments like embryo transplant, artificial insemination and properly managed animal husbandry practices, coupled with higher income to rural milk producers should automatically lead to improvement in milk yields. Logistics of procurement: Woes of bad roads and inadequate transportation facility make milk procurement problematic. But with the overall economic improvement in India, these problems would also get solved. Problematic distribution: Yes, all is not well with distribution. But then if ice creams can be sold virtually at every nook and corner, why cant we sell other dairy products too? Moreover, it is only a matter of time before we see the emergence of a cold chain linking the producer to the refrigerator at the consumers home! Competition: With so many newcomers entering this industry, competition is becoming tougher day by day. But then competition has to be faced as a ground reality. The market is large enough for many to carve out their niche.

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Opportunities: "Failure is never final, and success never ending. Dr Kurien bears out this statement perfectly. He entered the industry when there were only threats. He met failure head-on, and now he clearly is an example of never ending successes! If dairy entrepreneurs are looking for opportunities in India, the following areas must be tapped: Value addition: There is a phenomenal scope for innovations in product development, packaging and presentation. Given below are potential areas of value addition: Steps should be taken to introduce value-added products like shrikhand, ice creams, paneer, khoa, flavored milk, dairy sweets, etc. This will lead to a greater presence and flexibility in the market place along with opportunities in the field of brand building. Addition of cultured products like yoghurt and cheese lend further strength - both in terms of utilization of resources and presence in the market place. A lateral view opens up opportunities in milk proteins through casein, caseinates and other dietary proteins, further opening up export opportunities. Yet another aspect can be the addition of infant foods, geriatric foods and nutritionals. Export potential: Efforts to exploit export potential are already on. Amul is exporting to Bangladesh, Sri Lanka, Nigeria, and the Middle East. Following the new GATT treaty, opportunities will increase tremendously for the export of agro-products in general and dairy products in particular.

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Threats: Milk vendors, the un-organized sector: Today milk vendors are occupying the pride of place in the industry. Organized dissemination of information about the harm that they are doing to producers and consumers should see a steady decline in their importance.

The study of this SWOT analysis shows that the strengths and opportunities far outweigh weaknesses and threats. Strengths and opportunities are fundamental and weaknesses and threats are transitory. Any investment idea can do well only when you have three essential ingredients: entrepreneurship (the ability to take risks), innovative approach (in product lines and marketing) and values (of quality/ethics). The Indian dairy industry, following its de-licensing, has been attracting a large number of entrepreneurs. Their success in dairying depends on factors such as an efficient yet economical procurement network, hygienic and cost-effective processing facilities and innovativeness in the market place. All that needs to be done is: to innovate, convert products into commercially exploitable ideas. All the time keep reminding yourself: Benjamin Franklin discovered electricity, but it was the man who invented the meter that really made the money!

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Introduction to GCMMF Ltd.

(GUJARAT COOPRATIVE MILK MARKETING FEDERATION LIMITED)

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COMPANY PROFILE
Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF) (Registered under Gujarat Co-operative Milk Marketing Federation LTD.) GCMMF, better known through its Amul brand, is Indias largest food product marketing organization. Amul (Anand Milk Union Limited), formed in 1946, is a dairy cooperative movement in India. It is a brand name managed by an apex cooperative organization, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by some 2.6 million milk producers in Gujarat, India.

AMUL is based in Anand, The brand name Amul means AMULYA. This word derived from 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 highquality 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).

Gujarat and has been a sterling example of a co-operative organization's success in the long term. It is one of the best examples of co-operative achievement in the developing world. "Anyone who has seen, the dairy cooperatives in the state of Gujarat, especially the highly successful one known as AMUL, will naturally wonder what combination of influences and incentives are needed to multiply such a model a thousand times over in developing regions everywhere." The Amul Pattern has established itself as a uniquely appropriate model for rural development. Amul has spurred the White Revolution of India, which has made India the largest producer of milk and milk products in the world. It is also the world's biggest vegetarian cheese brand.

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Amul is the largest food brand in India and World's Largest Pouched Milk Brand with an annual turnover of US $1050 million (2006-07). Currently Amul has 2.6 million producer members with milk collection average of 10.16 million liters per day. Besides India, Amul has entered overseas markets such as Mauritius, UAE, USA, Bangladesh, Australia, China, Singapore, Hong Kong and a few South African countries. Its bid to enter Japanese market in 1994 had not succeeded, but now it has fresh plans of flooding the Japanese markets. Other potential markets being considered include Sri Lanka.

Dr Verghese Kurien, former chairman of the GCMMF, is recognized as the man behind the success of Amul. On 10 Aug 2006 Parthi Bhatol, chairman of the Banaskantha Union, was elected chairman of GCMMF. GCMMF TODAY GCMMF is India's largest food products marketing organization. It is a state level apex body of milk cooperatives in Gujarat, which aims to provide remunerative returns to the farmers and also serve the interest of consumers by providing quality products, which are good value for money. GCMMF markets and manages the Amul brand. From mid-1990's Amul has entered areas not related directly to its core business. Its entry into ice cream was regarded as successful due to the large market share it was able to capture within a short period of time - primarily due to the price differential and the brand name. It also entered the Pizza business, where the base and the recipes were made available to restaurant owners who could price it as low as 30 rupees per pizza when the other players were charging upwards of 100 rupees. In September 2007, Amul emerged as the leading Indian brand according to a survey by Synovate to find out Asia's top 1000 Brands. Amul followed a unique business model, which aimed at providing 'value for money' products to its consumers, while protecting the interests of the milk-producing farmers who were its suppliers as well as its owners. As milk was a perishable item, the farmer suffered a loss if it was not sold before the end of the day. Amul bought all the milk offered by the milk producer, made timely payment, and shared with the producers the profit generated from marketing the milk and milk products under the Amul brand name.

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Attributes Members No. of Producer Members No. of Village Societies Total Milk handling capacity Milk collection (Total - 2008-09) Milk collection (Daily Average 2008-09) Milk Drying Capacity Cattle feed manufacturing Capacity

Data 13 district cooperative milk producers' Union 2.79 million 13,328 11.22 million liters per day 3.05 billion liters 8.4 million liters 626 Mts. per day 3500 Mts per day

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GCMMF TURNOVER Sales Turnover 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 Rs.(million) 11140 13790 15540 18840 22192 22185 22588 23365 27457 28941 29225 37736 42778 52554 67113 US $ (in millions) 355 400 450 455 493 493 500 500 575 616 672 850 1050 1325 1504

GCMMF Awards

GCMMF bags APEDA Award for 11th year in a row. AMUL pro-Biotic Ice-Cream gets No. 1 Award at the World Dairy Summit. Ramakrishna Bajaj National Quality Award 2003 AMUL The Taste of India (GCMMF) receives International CIO 100 Award for resourcefulness. Rajiv Gandhi National Award 1999
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Product Portfolio

Breadspreads Amul Butter Amul Lite Low Fat Breadspread Amul Cooking Butter

Cheese Range Amul Pasteurized Processed Cheddar Cheese Amul Processed Cheese Spread Amul Pizza (Mozarella) Cheese Amul Shredded Pizza Cheese Amul Emmental Cheese Amul Gouda Cheese Amul Malai Paneer (cottage cheese) Utterly Delicious Pizza

Mithaee Range (Ethnic sweets) Amul Shrikhand (Mango, Saffron, Almond Pistachio, Cardamom) Amul Amrakhand Amul Mithaee Gulabjamuns Amul Mithaee Gulabjamun Mix Amul Mithaee Kulfi Mix Avsar Ladoos

Sweetened Condensed Milk Amul Mithaimate Sweetened Condensed Milk

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 UHT Milk Range Amul Shakti 3% fat Milk Amul Taaza 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

Pure Ghee Amul Pure Ghee Sagar Pure Ghee Amul Cow Ghee

Infant Milk Range Amul Infant Milk Formula 1 (0-6 months) Amul Infant Milk Formula 2 (6 months above) Amulspray Infant Milk Food

Milk Powders Amul Full Cream Milk Powder Amulya Dairy Whitener Sagar Skimmed Milk Powder Sagar Tea and Coffee Whitener

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Fresh Milk Amul Taaza Toned Milk 3% fat Amul Gold Full Cream Milk 6% fat Amul Shakti Standardized Milk 4.5% fat Amul Slim & Trim Double Toned Milk 1.5% fat Amul Saathi Skimmed Milk 0% fat Amul Cow Milk

Curd Products Yogi Sweetened Flavored Dahi (Dessert) Amul Masti Dahi (fresh curd) Amul Masti Spiced Butter Milk Amul Lassee

Amul Icecreams Royal Treat Range (Butterscotch, Rajbhog, Malai Kulfi) Nut-o-Mania Range (Kaju Draksh, Kesar Pista Royale, Fruit Bonanza, Roasted Almond) Nature's Treat (Alphanso Mango, Fresh Litchi, Shahi Anjir, Fresh Strawberry, Black Currant, Santra Mantra, Fresh Pineapple) Sundae Range (Mango, Black Currant, Sundae Magic, Double Sundae) Assorted Treat (Choc bar, Dollies, Frostik, Ice Candies, Tricone, Choc crunch, Megabite, Cassata) Utterly Delicious (Vanilla, Strawberry, Chocolate, Choc chips, Cake Magic)

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Chocolate & Confectionery Amul Milk Chocolate Amul Fruit & Nut Chocolate

Brown Beverage Nutramul Malted Milk Food

Milk Drink Amul Kool Flavored Milk (Mango, Strawberry, Saffron, Cardamom, Rose, Chocolate) Amul Kool Cafe Amul Kool Koko Amul Kool Milk Shake (Mango, Strawberry, Badam, Banana)

Health Beverage Amul Shakti White Milk Food

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GCMMF Export Products

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 Exports for the last 11 years. The major export products are:

Consumer Packs Amul Pure Ghee Amul Butter Amul Shrikhand Amul Mithaee Gulabjamun Nutramul Brown Beverage Amul Cheese Amul Malai Paneer Amul UHT Milk (Long Life) o Amul Gold Milk o Amul Taaza Double Toned Milk o Amul Lite Slim And Trim Milk Amul Fresh Cream

Bulk Packs Amul Skimmed Milk Powder Amul Full Cream Milk Powder

Many of their products are now available in USA, Gulf Countries and Singapore.

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INTRODUCTION TO THE SUBJECT Ice cream or ice-cream is a frozen dessert usually made from dairy products, such as milk and cream, and often combined with fruits or other ingredients and flavors. Most varieties contain sugar, although some are made with other sweeteners. In some cases, artificial flavorings and colorings are used in addition to (or in replacement of) the natural ingredients. This mixture is stirred slowly while cooling to prevent large ice crystals from forming; the result is a smoothly textured ice cream.

The meaning of the term ice cream varies from one country to another. Terms like frozen custard, frozen yogurt, sorbet, gelato and others are used to distinguish different varieties and styles. In some countries, like the USA, the term ice cream applies only to a specific variety, and their governments regulate the commercial use of all these terms based on quantities of ingredients. In others, like Italy and Argentina, one word is used for all the variants. Alternatives made from soy milk, rice milk, and goat milk are available for those who are lactose intolerant or have an allergy to dairy protein, or in the case of soy and rice milk, for those who want to avoid animal products.

Ice cream can be mass-produced and thus is widely available in developed parts of the world. Ice cream can be purchased in large cartons (vats and squrounds) from supermarkets and grocery stores, in smaller quantities from ice cream shops, convenience stores, and milk bars, and in individual servings from small carts or vans at public events. In Turkey and Australia, ice cream is sometimes sold to beach-goers from small powerboats equipped with chest freezers. Some ice cream distributors sell ice cream products from traveling refrigerated vans or carts (commonly referred to in the US as "ice cream trucks"), sometimes equipped with speakers playing children's music. Traditionally, ice cream vans in the United Kingdom make a music box noise rather than actual music.

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DIETARY

Ice cream may have the following composition: Greater than 10% milk fat and usually between 10% and as high as 16% fat in some premium ice creams 9 to 12% milk solids-not-fat: this component, also known as the serum solids, contains the proteins (caseins and whey proteins) and carbohydrates (lactose) found in milk 12 to 16% sweeteners: usually a combination of sucrose and glucose-based corn syrup sweeteners 0.2 to 0.5% stabilizers and emulsifiers 55% to 64% water which comes from the milk or other ingredients

These compositions are percentage by weight. Since ice cream can contain as much as half air by volume, these numbers may be reduced by as much as half if cited by volume. In terms of dietary considerations, however, the percentages by weight are more relevant. Even the low fat products have high caloric content: Ben and Jerry's No Fat Vanilla Fudge contain 150 calories per half cup due to its high sugar content. Milk is a vital component of our diet but loose milk can be a carrier of disease causing microorganisms, especially while mixing water. The modern dairy processing plants have made the consumption of milk safe and pathogen-free. The belief that packaged milk contains preservatives which make it possible to store the milk without refrigeration is not true as the UHT packaged milk is completely preservative free. The special six-layered packaging of cartons is the reason why packaged milk can be stored without refrigeration for several months. According to a recent Consumer Preference Survey (CPS) conducted, simultaneously, by students of the leading business schools in Karachi and Lahore, 80 per cent of people surveyed confirmed that they drink milk regularly. The survey sample included a cross section of socio economic groups.

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Some 65 per cent of the respondents were females and 69 per cent were in the 18 to 35 age group. Of total respondents, 46 per cent were students. The survey team focused more on females as they generally manage kitchens. The per capita consumption of milk in Pakistan is around 170 liters per year, which is much lower than other Asian countries. Worldwide statistics report that a total of 145 countries produce milk and its products, measuring up to 550 million tons a year with the US as the top producer and consumer of milk with 83 million tons. Pakistan ranks fifth in the world with a total production of 32 million tons per year. Despite the premium status in milk production, our country has not been able to consolidate its benefits fully, A survey conducted earlier by the Animal Husbandry and Veterinary Sciences, Agricultural University Peshawar, revealed that loose milk turns into a source of various diseases including high incidence of zoonitic diseases due to filthy housing system at dairy farms, unhygienic practices during milking, dirty utensils, transportation and marketing and water adulteration. The researchers found that the unpacked milk contained an alarming ratio of brucellosis, which cause early abortions in expectant mothers, generalized body pain and temperature in older women. Milk consumers in Pakistan are today becoming more and more aware of the diseases associated with the use of open milk. The Consumer Preference Survey shows that 89 per cent of the people in cities considered packaged milk as safe for consumption, whereas only 34 per cent respondents considered loose milk as safe. More than half the respondents (56 per cent) actually preferred the UHT milk. Milk consumption patterns have shown a steady shift towards packaged milk as more people realize its health and packaging benefits. The total share of packaged milk has grown from 0.96 per cent to 5 per cent in just four years, indicating that the consumers are now becoming more health conscious. Some 60 per cent of the respondents of the survey used open milk, though they were aware of its potential hazards, said that because they had developed taste for it as it is being used since generations. Besides, milk is used in tea, desserts and other foods and beverages. Though, during boiling few common bacteria get expunged, but quite often, the dangerous pathogens survive normal boiling temperatures also. However, when milk is processed for packaging it goes through a number of steps that ensure purity. Vitamin D is added to fresh milk and it is pasteurized at 280oF (138oC) for at least two seconds which increases the shelf life.
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As it flows out of the pasteurizer, most milk is homogenized by being pumped through extremely tiny openings. As a result, the milk fat is broken up into particles too small to stick together and remains mixed throughout the milk rather than rising to the top as cream. Packaged milk has been regarded as one of science's most useful techniques as it assures fresh, high-quality milk to the consumer without the hassle of refrigeration. It has also become easier to transport thus people living in remote areas can also benefit from it now. The UHT processed milk is cooled rapidly to at least seven degrees Celsius and packaged into pre-sterilized containers and aseptically sealed. Since bacteria cannot enter the UHT milk, it can be stored at room temperature for at least three months. Changing lifestyles have also influenced innovative variations in packaged milk, such as low-fat, skimmed and flavored milk. Weight conscious people and those suffering from ailments such as diabetes etc.; prefer other varieties such as skimmed milk. Packaged milk has clearly surpassed open milk in its advantages and should be encouraged more so that people realize its benefits and switch to a healthier lifestyle.

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CONSUMER BEHAVIOR

Consumer behavior is the study of when, why, how, and where people do or do not buy products. It blends elements-from psychology, sociology, social anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups. It studies characteristics of individual consumers such as demographics and behavioral variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general. Customer behavior study is based on consumer buying behavior, with the customer playing the three distinct roles of user, payer and buyer. Relationship marketing is an influential asset for customer behavior analysis as it has a keen interest in the re-discovery of the true meaning of marketing through the re-affirmation of the importance of the customer or buyer. A greater importance is also placed on consumer retention, customer relationship management, personalization, customization and one-to-one marketing. Social functions can be categorized into social choice and welfare functions. Each method for vote counting is assumed as a social function but if Arrows possibility theorem is used for a social function, social welfare function is achieved. Some specifications of the social functions are decisiveness, neutrality, anonymity, monotonocity, unanimity, homogeneity and weak and strong Pareto optimality. No social choice function meets these requirements in an ordinal scale simultaneously. The most important characteristic of a social function is identification of the interactive effect of alternatives and creating a logical relation with the ranks. Marketing provides services in order to satisfy customers. With that in mind, the productive system is considered from its beginning at the production level, to the end of the cycle, the consumer (Kioumarsi et al., 2009). Belch and Belch define consumer behavior as 'the process and activities people engage in when searching for, selecting, purchasing, using, evaluating, and disposing of products and services so as to satisfy their needs and desires'.

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Black Box Model

The black box model shows the interaction of stimuli, consumer characteristics, and decision process and consumer responses. It can be distinguished between interpersonal stimuli (between people) or intrapersonal stimuli (within people). The black box model is related to the black box theory of behaviorism, where the focus is not set on the processes inside a consumer, but the relation between the stimuli and the response of the consumer. The marketing stimuli are planned and processed by the companies, whereas the environmental stimuli are given by social factors, based on the economical, political and cultural circumstances of a society. The buyers black box contains the buyer characteristics and the decision process, which determines the buyers response. The black box model considers the buyers response as a result of a conscious, rational decision process, in which it is assumed that the buyer has recognized the problem. However, in reality many decisions are not made in awareness of a determined problem by the consumer.

Environmental Factors Marketing Stimuli Environmental Stimuli

Buyer's Black Box Buyer Characteristics Decision Process Problem recognition Information search Alternative evaluation Purchase decision Post-purchase behavior Buyer's Response

Economic Product Price Place Promotion Technological Political Cultural Demographic Natural

Attitudes Motivation Perceptions Personality Lifestyle Knowledge

Product choice Brand choice Dealer choice Purchase timing Purchase amount

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Information Search Once the consumer has recognized a problem, they search for information on products and services that can solve that problem. Belch and Belch (2007) explain that consumers undertake both an internal (memory) and an external search.

Sources of information include: Personal sources Commercial sources Public sources Personal experience

The relevant internal psychological process that is associated with information search is perception. Perception is defined as 'the process by which an individual receives, selects, organizes, and interprets information to create a meaningful picture of the world'.

The selective perception process Stage Description Selective exposure consumers select which promotional messages they will expose themselves to. Selective attention consumers select which promotional messages they will pay attention to. Selective comprehension consumers interpret messages in line with their beliefs, attitudes, motives and experiences. Selective retention consumers remember messages that are more meaningful or important to them. The implications of this process help develop an effective promotional strategy, and select which sources of information are more effective for the brand CV.

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Information Evaluation At this time the consumer compares the brands and products that are in their evoked set. How can the marketing organization increase the likelihood that their brand is part of the consumer's evoked (consideration) set? Consumers evaluate alternatives in terms of the functional and psychological benefits that they offer. The marketing organization needs to understand what benefits consumers are seeking and therefore which attributes are most important in terms of making a decision. Purchase Decision Once the alternatives have been evaluated, the consumer is ready to make a purchase decision. Sometimes purchase intention does not result in an actual purchase. The marketing organization must facilitate the consumer to act on their purchase intention. The provision of credit or payment terms may encourage purchase, or a sales promotion such as the opportunity to receive a premium or enter a competition may provide an incentive to buy now. The relevant internal psychological process that is associated with purchase decision is integration. Post Purchase Evaluation It is common for customers to experience concerns after making a purchase decision. This arises from a concept that is known as cognitive dissonance. The customer, having bought a product, may feel that an alternative would have been preferable. In these circumstances that customer will not repurchase immediately, but is likely to switch brands next time. To manage the post-purchase stage, it is the job of the marketing team to persuade the potential customer that the product will satisfy his or her needs. Then after having made a purchase, the customer should be encouraged that he or she has made the right decision. It is not affected by advertisement. Internal Influences Consumer behavior is influenced by: demographics, psychographics (lifestyle), personality, motivation, knowledge, attitudes, beliefs, and feelings. consumer behavior concern with consumer need consumer actions in the direction of satisfying needs leads to his behavior of every individuals depend on thinking process. External Influences Consumer behavior is influenced by: culture, sub-culture, locality, royalty, ethnicity, family, social class, reference groups, lifestyle, and market mix factors.

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PROJECT PROFILE

Title The title of the study is Consumer Behavior and Market potential AMUL scooping parlors and AMUL APOs in Jaipur. In this topic there is a study of consumer behavior so that Amul can use the information to sell its products through the scooping parlors and the preferred outlets. By this activity we have find out the awareness of amul products and tried to find out the market potential of the proposed scooping parlors and preferred outlets in Jaipur.

Focus My main focus was on analyzing the behavior of the customer for AMUL APO, AMUL Scooping Parlor as well as preparing the brochure for the company especially for the scooping concept with companys basic colors i.e. bright yellow and green. As well as providing a route to the company for approaching various space allocators of various places and convincing the clientele to open AMUL outlets.

Concept of Amul APO and Amul Scooping Parlor Amul has recently entered into direct retailing through "Amul APO (AMUL PREFERRED OUTLETS)" as well as AMUL SCOOPING PARLOUR which are created in major cities like Ahmedabad, Bangalore, Baroda, Delhi, Mumbai, Hyderabad, and Surat. In outlets like an AMUL APO would sell each and every product which is under AMUL. Whereas, in scooping parlor the clients would be selling the ice creams and those ice creams which will be as per approved recipe of AMUL. Amul has plans to create a large chain of such outlets to be managed by franchisees throughout the country. They have created Amul Parlor at some prominent locations in the country, which are run by the company or its wholesale dealers. "Amul Utterly Delicious" parlors are an excellent business opportunity for investors, shopkeepers and organizations. In order to come closer to the customer, we have created two models for retail outlets, which would be known as "Amul Preferred Outlets"(APO), AMUL SCOOPING PARLOUR.

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AMUL SCOOPING PARLOR

Modalities for Amuls Scooping Parlor Parlor Design /Accessories / Equipment as per our standard design/application Agreement on the line of APO Brand Deposit: Rs.100000/- (50,000/- w.e.f. 1st September 2009). Recipe : As per AMULs approved recipe Product Mix : Ice cream scooping and shakes

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 Pricing : As approved by Amul Equipments required in AMUL Scooping Parlor 1. Parlor Machine with canopy (Rs.40000) 2. HADF (Rs.16000) 3. PC with Printer (Rs.25000) 4. Waffle Cone Machine (Rs.11000) 5. Hand Mixie (Rs.l000) 6. Scoops (Rs.1500) a. Mercury b. Normal 7. Split AC (Rs.20000) 8. Bicycle (Rs.1200) 9. Insulated Bag (Rs.300) TOTAL - 1.16 Lac 10. Interior Designing - Approx. Rs.2.50 Lac The interior designing cost as well as some other things would depend on the way the client want its structure to be, the amount of money he wishes to invest and how big his concept would be in the market. It can even be possible to reduce it to 40.000.

Expected Monthly Expenses 1. 2. 3. 4. 5. 6. Shop Rent Salary Electricity Miscellaneous Cups/Scoops Home Delivery Boxes
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Rs. 15000 Rs. 15000 (3 persons) Rs. 12000 to Rs. 15000 Rs. 3000 Rs. 2000

AMUL PREFERRED OUTLET

Modalities of AMUL APO Brand Deposit - Rs. 25000 Can keep all the products of AMUL The equipments like fridge, deep freezer and oven costing 35000-50000. An area of 100 300 sq. ft. is required. The company cannot keep any product of any other brand. The interior will cost Rs. 60000 - 70000 only which will include Floor tiling, Electricity and water connection Counter and Shelves Paint and Tiling (Yellow and Green)

Expected Monthly Expenses 1. 2. 3. 4. Shop Rent Salary Electricity Miscellaneous Rs. 15000 Rs. 15000 (3 persons) Rs. 12000 to Rs. 15000 Rs. 3000

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Data Analysis and Interpretation

1. Do you eat ice-cream? (If not, then thanks for taking your "time" in completing the questionnaire) Yes Table 1
Eat ice cream Yes No East 50 0 West 47 3 North 44 6 South 49 1 Total 190 10

No

Fig. 1.1 INTERPRETATION 95% respondents in the region of Jaipur like Amul Ice Creams whereas 5% people do not like ice cream. The remaining 5% people prefer cold drink or health drinks to ice cream.

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What kind of ice cream do you prefer? (Please rank favorite preferences, 1 being the highest) Ice Cream Bars (Like orange bar, mango bar, raspberry bar etc.) Ice Cream Cakes (Cassata) Individual sized ice cream sundaes Ice cream Cone Half gallons Ice cream shakes

Table Kind of Ice-cream Ice-cream bars Ice-cream cakes Individual Ice-cream sundaes Ice-cream cone Half gallons Ice-cream shakes Ranking 2 6 4 1 5 3

Fig. 1.2 INTERPRETATION Ice cream cone is the most preferred kind of ice cream which people wish to have. Then ice cream bar, ice cream shakes, individual ice cream sundaes, half gallons, ice cream cakes ranked as 2, 3, 4, 5, and 6.

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2. Do you like (ice cream) toppings? (If no, please go to question no.5) Yes No

Table 3 Toppings Yes No East 39 8 West 44 4 North 44 3 South 42 6 Total 169 21

Fig. 1.3 INTERPRETATION As per fig 1.3, there are 169 people out of 190 who prefer ice cream toppings that count for 88.95% of the total sample size and 21 people who do not prefer ice cream toppings counts for 11.05%. These 21 prefer plain ice creams.
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3. If yes, which toppings do you prefer from the list below? (You may choose more than one option)

Jams Coconut

Sweets (Jelly, Toffee, Fudge) Whip Cream

Nuts Dry Fruits

Sauces: Chocolate, Strawberry

Table 4 Toppings Jams Sweets (Jelly, Toffee, Fudge) Nuts Coconut Whip Cream Dry Fruits Sauces (Chocolate, Strawberry) East 10 5 25 6 7 25 24 West 4 6 30 7 4 32 30 North 5 6 24 4 2 27 26 South 4 6 29 7 5 25 26 Total 23 23 108 24 18 109 106

Fig. 1.4 INTERPRETATION As per the survey conducted, nuts and dry fruits are the most preferred toppings as they contribute 53% of the preference. Sauces contribute to 25.8% of the total sample size. Coconut, gems, whipped cream are very less likeable topping which contributes to approx 5% each.
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4. What do you prefer to have your ice cream in/with? (Please choose one option) Cup Cone Waffles Others (Please specify), _ _ _ _ _ _ _ _ _ _

Table 5 In/with Cup Cone Waffles Others East 13 29 8 0 West 12 28 7 0 North 15 22 7 0 South 12 24 13 0 Total 52 103 35 0

Fig. 1.5 INTERPRETATION Of total people surveyed, 54.21% people love to have ice cream in cone. Whereas 27% of the population prefer cup and the remaining population would love to have ice creams in waffles. There is no other option which they thought of apart from cup, cone, and waffles.

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Do you prefer choosing your ice cream from a menu or from display? Menu Display

Table 6 Ice cream Menu Menu Display East 19 31 West 11 36 North 16 28 South 13 36 Total 59 131

Fig. 1.6 INTERPRETATION Approx. 69% of the people prefer to have a display of the names and prices of ice creams rather than searching the same in the menu card. Population of 31% still prefers from menu card so either a mixture of both can be the best way for the company to display its products.

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What makes you buy a particular ice cream? (please choose one option) Flavor (Taste) Texture Brand Name Price

Impulse Purchase (Unplanned/Spontaneous buying) Others (Please specify), _ _ _ _ _ _ _ _ _ _

Table 7 Reason to Purchase Flavor (Taste) Price Texture Brand name Impulse Purchase Others East 15 10 1 13 11 0 West 16 17 2 5 7 0 North 12 15 2 7 8 0 South 12 12 4 11 10 0 Total 55 54 9 36 36 0

Fig. 1.6 INTERPRETATION 28.95% people prefer ice cream on the basis of taste, 28.42% people purchase ice cream where price is the criteria, and approx 18% each in brand name and impulse purchase. Apart from this, Amul should be ready to face competition from the local brands like Saras, Vadilal and Mother Dairy etc.

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How often do you eat ice cream? Everyday Once a month 2-5 times a week Rarely Once a week Climatic conditions

Others (Please specify), _ _ _ _ _ _ _ _ _ _ Table 8 Intake of Ice cream Everyday 2-5 times a week Once a week Once a month Rarely Climatic conditions Others East 4 12 15 2 7 10 0 West 3 7 14 4 5 14 0 North 4 5 12 8 5 10 0 South 3 8 19 9 3 7 0 Total 14 32 60 23 20 41 0

Fig. 1.8

INTERPRETATION As per the diagram, 31.57% of the people consume ice cream at least once a week and then 21.57% eats on the basis of climatic condition, 16.84% two-five times a week and 7.36% have ice cream every day.

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What kind of promotions would most appeal to you as a consumer? (Please choose one option) Buy 1 get 1free Discount offers (25%-off) Table 9 Promotional offers Buy one get one free Free ice cream toppings Disount offers 25% off Others(please specify) East 34 6 9 1 West 30 4 12 1 North 30 3 10 1 South 31 2 16 0 Total 125 15 47 3 Free (ice cream) toppings Others (Please specify)

Fig. 1.9 INTERPRETATION Out of 190, 125 people wish to have - buy one get one schemes. Whereas 47 people out of 190 prefers to have discount offers of 25%. 15 people prefer free ice cream toppings. And 3 people say that they wish to have- buy one get three, or fixed purchase. For e.g. Get any ice cream at Rs. 20.

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Which type of promotional adverts catches your eye? Billboards and T.V advertisements Magazine Adverts Newspaper Adverts Posters in outlet stores Table 10 Promotional Adverts Billboards and TV adv. Magazine adverts Newspaper adverts Poster in outlet stores East 17 8 4 25 West 10 6 8 37 North 14 5 7 31 South 13 7 6 36 Total 54 26 25 129

Fig. 1.10 INTERPRETATION As per the figure 1.10, 67.9% of the total population gets attracted to the posters which are there in the outlet stores. Then approx. 28.42% of the population gets attracted to the billboards and T.V advertisements. Then approx 14% people prefer magazines or newspaper adverts.
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5. Currently, what is your favorite ice cream brand in Jaipur? (If youre not a resident of Jaipur then feel free to state any other choices) Amul Cream Bell Kwality Walls Baskin n Robbins Mother Dairy Saras Calyx Nestle Vadilal

Others (Please specify), _ _ _ _ _ _ _ _ _ _

Table 11 Brand Name Amul Baskin n Robbins Calyx Cream Bell Mother Dairy Nestle Kwality Walls Saras Vadilal Others East 12 17 9 9 6 4 15 6 31 0 West 7 11 4 9 6 4 27 5 36 1 North 14 13 3 10 5 3 18 6 33 1 South 14 13 6 12 8 5 23 5 31 1

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Favorite Brand of Ice-cream

Fig. 1.11

INTERPRETATION Vadilal is the most preferred brand having 29.57%, Kwality Walls having 18.73%, then its Baskin n Robbins at 12.19% ,Amul 10.60% and the rest Calyx, Cream Bell, Mother Dairy, Nestle, Kwality Walls, Saras and others where 22,40, 25, 16, 22 and 3 people like out of 443.

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Where do you normally buy ice cream from? (Please choose one option) Cinema Corner Shop Ice cream stands Mall Ice cream Parlor

Others (Please specify), _ _ _ _ _ _ _ _ _ _

Table 12 Places Cinema Corner Shop Ice cream stands Mall Ice cream parlor Other (Please specify) East 2 4 6 7 31 0 West 3 6 3 9 26 0 North 2 4 3 5 30 0 South 4 4 4 6 31 0 In percentage 5.78% 9.47% 8.43% 14.22% 62.10% 0%

Fig. 1.12

INTERPRETATION People in Jaipur purchase ice creams mostly from parlor which accounts for 62.10 % of the total population whereas Malls being the 2nd most preferred place accounts for 14.21%. Cinema, corner shop, and ice cream stand accounts for 5.78%, 9.48% and 8.42% of the total population.

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As an adult/teenager what choices of furniture, dcor and interior designs would appeal to you in an ice cream shop? Ice cream Pictures and Flexes Different plain Random colors Funny characters and cartoons Table 13
Furniture and dcor Ice cream Pictures and Flexes Ethnic Themes Different plain Random colors Fashion - Hollywood Funny characters and cartoons East 17 8 6 4 15 West 20 5 4 2 16 North 18 4 4 3 15 South 17 5 7 8 12 Total 72 22 21 17 58

Ethnic Themes Fashion - Hollywood

Fig. 1.13 INTERPRETATION Out of all the dcor styles which were thought of before ice cream pictures and flex are the most preferred themes 72 people out of 190 prefers to have this themes that counts for 37.9 % of the total population. Funny characters and cartoons are preferred by 30.52% of the population whereas ethnic themes, different plain random color, fashion Hollywood counts for 11.57%, 11.05%, 8.94%.

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According to you, what aspects are needed to provide a good service to the customers? (Please rank in order where 1being the most important and 4 being the least) Good customer service Cleanliness Quality of the products Attendance (how quick your order is taken etc.) Table 14

Preferences Good customer service Cleanliness Quality of products Attendance

Rank 1 3 2 4

Fig. 1.14 INTERPRETATION Good customer service holds 1st preference whereas quality of the product is the second preference of the customers. Cleanliness and attendance scored 3rd and 4th position.

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We are planning to launch Amul Scooping parlor in Jaipur. As per you will it be successful? Yes Table 15
Amul Parlor can be a success Yes No Don't know East 49 1 3 West 45 2 2 North 44 0 4 South 46 3 1 Total 174 6 10

No

Dont Know

Fig.1.15

INTERPRETATION Out of the population 91.57% people were sure of the success of AMUL parlor but still 3.16% say opening such outlet would not be really successful as many competitors are there in the market. Whereas, 5.26% of the people are not sure of its success.
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14. Which place, as per you, would be demanding Amul scooping Parlor? Cinema Hall Malls Residential Areas

Shopping Areas like Johari Bazaar, Nehru Bazaar etc. School, Colleges Table 16
Areas demanding AMUL parlor Cinema Hall Malls Residential Areas Shopping areas School,College Others East 12 17 28 17 24 3 West 22 26 28 24 10 0 North 20 21 17 14 22 0 South 9 27 31 26 20 2 Total 63 91 104 81 76 5

Others (Please specify), _ _ _ _ _ _ _ _ _ _

Fig. 1.16

INTERPRETATION People in Jaipur prefer mostly to have ice cream parlors nearby their home. Therefore Residential areas 24.76% people prefer then Malls 21.67% School, college 18.09%, Shopping areas 19.28%, cinema 15%.

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SUGGESTIONS

In order to increase the awareness in the city of Jaipur, the following recommendations regarding Amul scooping parlors; particularly regarding advertisement, distribution, promotional policies, etc, are hereby suggested:

Amul should give local advertisements apart from the advertisements given at the national level. Local advertisement must mention the exclusive Amul shops of the city. Try and change the perception of the people through word of mouth about Amul in advertisements, because they are the best source to reach Children and families. Though Amul scoops 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 is very strong brand name. Company should launch scoops in new attractive scoops to change image of Amul scoops in consumers mind. Advertisement can be done with the help of animations that attracts children and teenagers because Ice creams are consumed largely in this segment. As understood by the findings, company must pay attention towards the interior of its parlors. In order to promote it initial sales company can introduce sales promotion schemes like buy one get one free, Purchase any product of Rs. 20 any topping on the product is free, tattoo, free gifts, lucky draw, discount coupons etc.

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 AMUL should give some concessions or some offers to the people who are interested in opening the parlor as the initiators. The company should allot some kind of Identity Cards which would act as a proof of the Management Trainees to be associated with AMUL AMUL should give some portion as a Minimum Guarantee so that at least people would be ready to allot money in such business. Promotional offers like buy one get one free attracts people of Jaipur so AMUL need to consider this into mind while starting with some sort of sales promotion scheme. As per the inferences drawn people are more attracted towards display and so therefore the names and pictures of the ice creams should be there displayed in the parlor instead of keeping a menu card as it is a instant purchase. As people prefer to have ice cream from the ice cream parlors so opening scooping parlor would be a good idea to work on. Approx 31.57% people in Jaipur consume ice cream at least once a week. So there is a huge market for AMUL to take over.

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CONCLUSION
As we know that Amul is a 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. Amul is a co-operative organization but Ice cream industry is a profitable industry we cant ignore it. With the help of research, company can find out great opportunities in Ice cream product and can increase its market share through launching its own scooping parlors. People have believed in Amuls product and they will accept its scoops and retail outlets also if effective actions will be taken.

The survey resulted into following conclusions: Amul must come up with new promotional activities such that people become aware about Amul scooping parlors. Quality is the dominating aspect which influences consumer to purchase Amul product, but prompt availability of other Ice creams brands and aggressive promotional activities by others influences the consumer towards them and also leads to increase sales. In comparison to Amul scoops, the other players such as Baskin n Robins, Swirls etc. provide a better availability and give competition to the zenith. People are mostly satisfied with the overall quality of Amul Ice creams, but for the existence in the local market Amul must use aggressive selling techniques.

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Annexure Questionnaire

Consumer Behavior and Market potential of AMUL Scooping Parlor and AMUL APO in Jaipur
Name Address Age Contact No. .......... .......... .......... ..........

1. Do you eat ice-cream? (If not, then thanks for taking your "time" in completing the questionnaire) Yes No

2. What kind of ice cream do you prefer? (Please rank favorite preferences, 1 being the highest) Ice Cream Bars (Like orange bar, mango bar, raspberry bar etc.) Ice Cream Cakes (Cassata) Individual sized ice cream sundaes Ice cream Cone Half gallons Ice cream shakes

3. Do you like (ice cream) toppings? (If no, please go to question no.5) Yes No

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If yes, which toppings do you prefer from the list below? (You may choose more than one option) Jams Coconut Sweets (Jelly, Toffee, Fudge) Whip Cream Nuts Dry Fruits

Sauces: Chocolate, Strawberry

4. What do you prefer to have your ice cream in/with? (Please choose one option) Cup Cone Waffles Others (Please specify), _ _ _ _ _ _ _ _ _ _

5. Do you prefer choosing your ice cream from a menu or from display? Menu Display

6. What makes you buy a particular ice cream? (please choose one option) Flavor (Taste) Texture Brand Name Price

Impulse Purchase (Unplanned/Spontaneous buying) Others (Please specify), _ _ _ _ _ _ _ _ _ _ 7. How often do you eat ice cream? Everyday Once a month 2-5 times a week Rarely

Once a week Climatic conditions

Others (Please specify), _ _ _ _ _ _ _ _ _ _

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8. Wat kind of promotions would most appeal to you as a consumer? (Please choose one option) Buy 1 get 1free Discount offers (25%-off) Free (ice cream) toppings

Others (Please specify), _ _ _ _ _ _ _ _

9. Which type of promotional adverts catches your eye? Billboards and T.V advertisements Newspaper Adverts Magazine Adverts Posters in outlet stores

10. Currently, what is your favorite ice cream brand in Jaipur? (If youre not a resident of Jaipur then feel free to state any other choices) Amul Cream Bell Kwality Walls Baskin n Robbins Mother Dairy Saras Calyx Nestle Vadilal

Others (Please specify), _ _ _ _ _ _ _ _ _ _

12. Where do you normally buy ice cream from? (Please choose one option) Cinema Mall Corner Shop Ice cream Parlor Ice cream stands

Others (Please specify), _ _ _ _ _ _ _ _ _ _

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13. As an adult/eenager what choices of furniture, dcor and interior designs would appeal to you in an ice cream shop? Ice cream Pictures and Flexes Different plain Random colors Funny characters and cartoons Ethnic Themes Fashion - Hollywood

14. According to you, what aspects are needed to provide a good service to the customers? (Please rank in order where 1being the most important and 4 being the least) Good customer service Cleanliness Quality of the products Attendance (how quick your order is taken etc.) 15. We are planning to launch Amul Scooping parlor in Jaipur. As per you will it be successful? Yes No Dont Know

16. Which place, as per you, would be demanding Amul scooping Parlor? Cinema Hall Malls Residential Areas

Shopping Areas like Johari Bazaar, Nehru Bazaar etc. School, Colleges Remarks
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Others (Please specify), _ _ _ _ _ _ _ _ _ _

Bibliography

BOOKS
I. Kotler Philip; Keller Kevin Lane, (2008) Marketing Management, Prentice Hall of India Private Limited, New Delhi II. Sinha Suresh C. and Dhiman Anil K., (2002) Research Methodology (2 Vols-Set), Ess Ess, New Delhi III. Kothari Dr. C R, (2008) Research Methodology : Methods and Techniques, New Age International Publishers, New Delhi IV. Still Richard D.; Cundiff Edward W.; Govoni Norman A.P., (2009) Sales Management: Decisions, Strategies and Cases, Prentice Hall of India Private Limited, New Delhi V. Pradhan Jay Prakash, (2008) Indian Multinationals in the World Economy: Implications for Development, Bookwell, New Delhi VI. Liebowitz Jay, (2008) Information Technology Management: A Knowledge Repository, CRC Press, Boca Raton; Boston; London; New York; Washington D.C. VII. Liebowitz Jay; Khosrowpour Mehdi, (2007) Cases on Information Technology Management in Modern Organizations, Idea Group Publishing, Hershey, USA; London, UK VIII. David J. Ketchen; Donald D. Bergh, (2006) Research Methodology in Strategy and Management, Volume 3, Emerald Group Publishing, Amsterdam; Boston; Heidelberg; London; New York; Oxford; Paris; San Diego; San Francisco; Singapore; Sydney; Tokyo

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MAGAZINES/JOURNALS/NEWSPAPERS
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