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A

PROJECT REPORT ON(MARKET RESEARCH Of AMUL CURD)

FOR

(AMUL GUJaRAT CO-OPRATION)

MASTER OF MANAGEMENT STUDIES

(MMS)

UNIVERSITY OF MUMBAI

SUBMITTED TO

ALLANA INSTITUTE OF MANAGEMENT

STUDIES

UNDER THE GUIDANCE OF

(HARSHAL YAWALE )

SUBMITTED BY

(KHAN aamir hasrat)

(SPECIALISATION)

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MARKETING

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Acknowledgement

I would like to express my sincere appreciation to area manager Harshal Yawale under whose

guidance I have completed this project. The every stage his high perception, valuable ideasand guidance enlightened my mind and helped me to complete my work making this project

successful endeavour.

Along with guidance me to the right course of action. I was also given adequate freedom,

which enables me to apply management and leadership principle, which had been a part our

curriculum.

I extend my thanks to Our Director Dr. LUKMAN PATEL for giving me the valuables

suggestions and appraisal of my work.

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PREFACE

AMUL is the pride not only of Gujarat but also of entire country. I have great pleasure in

preparing this project of such organization. A person aspiring to enter in management

profession must have practical knowledge of the subject. The objective of industrial training

is to develop practical knowledge in student as a supplement to the theoretical study of

management in general as well as industrial. It provides foundation to students intending to

pursue a career in this field. The industrial training is the most exciting experience of theeducation. Every person needs some changes from the routine education. For this training

industry is selected by me and fetch information about different products of AMUL and its

activities. But I concentrated more on taking information about Marketing for AMUL

Chocolates to promote AMUL Chocolates. As I am student of management and the future

Manager the training play vital role in my education. Because of the industrial training I have

knowledge of industrial environment and I felt hat this would be the part of my life. I become

conscious that I am the manager of future and I should also learn how to solve managerial

problem and fulfil others requirement at the time. I have tried my best to represent all

relevant data and information relating to my project work. I hope this report will serve the

purpose of the readers.

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Project title

The objective of this project is to evaluate the pattern of Market research on Amul curd.

This topic has been selected by me to know the whole process involved in the distribution

and placement in that particular area at Mumbai. This also involved meeting with different

retail outlets individuals. This has given me exposure in the real market and to analyses the

real market situation. Another reason is to find out the opportunities that exist in this

segment. To accomplish these objectives as whole it involves meeting with different retailers

and customers and collecting feedback from retailers.

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Scope of the project

The project will extend its periphery in proving information about present practices

capabilities, and future directions of Amuls. It also helps in understanding the market of

Mumbai city.

Understanding domestic marketing and product strategies along with the study of capabilities

of competitors and prices quoted by them. Quality, service, and pricing and scheme etc.

factor of products are also an important part of the study.

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Objective of project

To find out Amul curd position in the south Mumbai market.

To find out Amul sales volume.

To find out competitor sales.

Why doesnt more sales compare to competitors.

To study the competitor market offering.

To study the service provider to retailer.

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INTRODUCTION

Amul(Hindi: , Gujarati: ) is the name of a dairycooperative in India. Derived

from the Sanskrit word "Amulya," Amulmeinvaluable.]Formed in 1946, it is abrand

name managed by an Indian co operative organization, Gujarat Co-operative Milk Marketing

Federation Ltd. (GCMMF), which today is jointly owned by 3.03 million milk producers

in Gujarat, India.

http://en.wikipedia.org/wiki/Cooperativehttp://en.wikipedia.org/wiki/Amul#cite_note-1http://en.wikipedia.org/wiki/Amul#cite_note-1http://en.wikipedia.org/wiki/Amul#cite_note-1http://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Amul#cite_note-1http://en.wikipedia.org/wiki/Cooperative

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BEGINNING OF AMUL

Amul is based inAnand,Gujarat and has been a success of example cooperative

organization. Amul spurred the Revolution in India which in turn made India the largest

producer of milk and milk products in the world. It is also the world's largest vegetarian

cheese brand. Amul is the largest food brand in India and world's largest pouched milk brand

with an annual turnover of US $2.2 billion (2010-11). Currently Unions making up GCMMF

have 3.1 million producer members with milk collection average of 9.10 million litres per

day. Besides India, Amul has entered overseas markets

suchMauritius,UAE,USA,Oman,Bangladesh,Australia,China,Singapore,Hong Kong and

a fewSouth African countries. Its bid to enterJapanese market in 1994 did not succeed, but it

plans to venture again. Dr.Verghese Kurien,former chairman of the GCMMF, is recognized

as a key person behind the success of Amul. On 10 Aug 2006 Parthi Bhatol,chairman of the

Banaskantha Union, was elected chairman of GCMMF.

http://en.wikipedia.org/wiki/Anand,_Gujarathttp://en.wikipedia.org/wiki/Gujarathttp://en.wikipedia.org/wiki/Mauritiushttp://en.wikipedia.org/wiki/UAEhttp://en.wikipedia.org/wiki/USAhttp://en.wikipedia.org/wiki/Omanhttp://en.wikipedia.org/wiki/Bangladeshhttp://en.wikipedia.org/wiki/Australiahttp://en.wikipedia.org/wiki/Chinahttp://en.wikipedia.org/wiki/Singaporehttp://en.wikipedia.org/wiki/Hong_Konghttp://en.wikipedia.org/wiki/South_Africahttp://en.wikipedia.org/wiki/Japanese_peoplehttp://en.wikipedia.org/wiki/Dr_Verghese_Kurienhttp://en.wikipedia.org/wiki/Parthi_Bhatolhttp://en.wikipedia.org/wiki/Parthi_Bhatolhttp://en.wikipedia.org/wiki/Dr_Verghese_Kurienhttp://en.wikipedia.org/wiki/Japanese_peoplehttp://en.wikipedia.org/wiki/South_Africahttp://en.wikipedia.org/wiki/Hong_Konghttp://en.wikipedia.org/wiki/Singaporehttp://en.wikipedia.org/wiki/Chinahttp://en.wikipedia.org/wiki/Australiahttp://en.wikipedia.org/wiki/Bangladeshhttp://en.wikipedia.org/wiki/Omanhttp://en.wikipedia.org/wiki/USAhttp://en.wikipedia.org/wiki/UAEhttp://en.wikipedia.org/wiki/Mauritiushttp://en.wikipedia.org/wiki/Gujarathttp://en.wikipedia.org/wiki/Anand,_Gujarat

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The origin

TheKaira District Co-operative Milk Producers' Union was registered on December 01, 1946

as a response to exploitation of marginal milk producers by traders or agents of existing

dairies in the small town namedAnand (inKaira District ofGujarat). Milk Producers had to

travel long distances to deliver milk to the only dairy, thePolson Dairy in Anand. Often milk

went sour as producers had to physically carry the milk in individual containers, especially in

the summer season. The prices ofbuffalo and cow milk were arbitrarily determined.

Moreover, the government at that time had given monopoly rights to Polson Dairy to collect

milk from Anand and supply it to Bombay city in turn. Angered by the unfair and

manipulative trade practices, the farmers of Kaira District approachedSardar Vallabhbhai

Patel (who later became the first Deputy Prime Minister and Home Minister of free India)

under the leadership of the local farmer leaderTribhuvandas Patel.Sardar Patel advised the

farmers to form a Cooperative and supply milk directly to the Bombay Milk Scheme instead

of selling it to Polson (who did the same but gave low prices to the producers). He

sentMorarji Desai (who later became Prime Minister of India) to organize the farmers. In

1946, the farmers of the area went on a milk strike refusing to be further oppressed. Thus the

Kaira District Cooperative was established to collect and process milk in the District of Kaira

in 1946. Milk collection was also decentralized, as most producers were marginal farmers

who were in a position to deliver 1-2 litres of milk per day. Village level cooperatives were

established to organize the marginal milk producers in each of these villages.

The Cooperative was further developed and managed by Dr.Verghese Kurien along with Mr.

H.M Dalaya. Dr.Kurien, aWorld Food Prize andMagsaysay Award winner, was the pioneer

of this White Revolution. The first modern dairy of the Kaira Union was established at

Anand. Indigenous research and development and technology development at the

Cooperative had led to the successful production of skimmed milk powder from buffalo milk

http://en.wikipedia.org/wiki/Kaira_District_Co-operative_Milk_Producers%27_U