Amul Internship Project

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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_Unionhttp://en.wikipedia.org/wiki/Anand,_Gujarathttp://en.wikipedia.org/wiki/Kairahttp://en.wikipedia.org/wiki/Gujarathttp://en.wikipedia.org/w/index.php?title=Polson_Dairy&action=edit&redlink=1http://en.wikipedia.org/wiki/Water_Buffalohttp://en.wikipedia.org/wiki/Sardar_Vallabhbhai_Patelhttp://en.wikipedia.org/wiki/Sardar_Vallabhbhai_Patelhttp://en.wikipedia.org/wiki/Tribhuvandas_Kishibhai_Patelhttp://en.wikipedia.org/wiki/Morarji_Desaihttp://en.wikipedia.org/wiki/Verghese_Kurienhttp://en.wikipedia.org/wiki/World_Food_Prizehttp://en.wikipedia.org/wiki/Magsaysay_Awardhttp://en.wikipedia.org/wiki/White_Revolutionhttp://en.wikipedia.org/wiki/White_Revolutionhttp://en.wikipedia.org/wiki/Magsaysay_Awardhttp://en.wikipedia.org/wiki/World_Food_Prizehttp://en.wikipedia.org/wiki/Verghese_Kurienhttp://en.wikipedia.org/wiki/Morarji_Desaihttp://en.wikipedia.org/wiki/Tribhuvandas_Kishibhai_Patelhttp://en.wikipedia.org/wiki/Sardar_Vallabhbhai_Patelhttp://en.wikipedia.org/wiki/Sardar_Vallabhbhai_Patelhttp://en.wikipedia.org/wiki/Water_Buffalohttp://en.wikipedia.org/w/index.php?title=Polson_Dairy&action=edit&redlink=1http://en.wikipedia.org/wiki/Gujarathttp://en.wikipedia.org/wiki/Kairahttp://en.wikipedia.org/wiki/Anand,_Gujarathttp://en.wikipedia.org/wiki/Kaira_District_Co-operative_Milk_Producers%27_Union
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    for the first time on a commercial scale anywhere in the world. The success of the dairy co-

    operative movement spread rapidly in Gujarat.

    Within a short span five other district unions - Mehsana, Banaskantha, Baroda, Sabarkantha

    and Surat were organized. In order to combine forces and expand the market while saving on

    advertising and avoid a situation where milkcooperatives would compete against each other

    it was decided to set up an apex marketing body of dairy cooperative unions in Gujarat.

    Thus, in 1973, the Gujarat Co-operative Milk Marketing Federation was established. The

    Kaira District Co-operative Milk Producers Union Ltd. which had established the brand

    name Amulin 1955 decided to hand over the brand name to GCMMF (AMUL). Impressedwith the development of dairy cooperatives in Kaira District and its success, Lal Bahadur

    Shastri,the then Prime Minister of India during his visit to Anand in 1964, asked Dr.Kurien

    to replicate the Anand type dairy cooperatives all over India. Thus, theNational Dairy

    Developed Board was formed and Operation Flood Programme was launched for replication

    of the Amul Model all over India.

    http://en.wikipedia.org/wiki/Lal_Bahadur_Shastrihttp://en.wikipedia.org/wiki/Lal_Bahadur_Shastrihttp://en.wikipedia.org/w/index.php?title=National_Dairy_Developed_Board&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=National_Dairy_Developed_Board&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=National_Dairy_Developed_Board&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=National_Dairy_Developed_Board&action=edit&redlink=1http://en.wikipedia.org/wiki/Lal_Bahadur_Shastrihttp://en.wikipedia.org/wiki/Lal_Bahadur_Shastri
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    GCMMF

    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 farmersand also serve the interest of consumers by providing affordable quality products. GCMMF

    markets and manages the Amul brand. From mid-1990s 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.

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    Achievements of GCMMF

    w3.1 million milk producer member families

    15,760 village societies 15 District Unions 9.4 million litres of milk procured per day 150 million (US$2.99 million) disbursed in cash daily GCMMF is the largest cooperative business of small producers with an annual turnover

    of 53 billion (US$1.06 billion)

    The Govt. of India has honoured Amul with the Best of all categories Rajiv GandhiNational Quality Award.

    Largest milk handling capacity in Asia Largest Cold Chain Network 48 Sales offices, 5000 Wholesale Distributors, 7 lakh retail outlets Export to 37 countries worth 150crore (US$29.93 million)Winner of APEDA award for eleven consecutive year

    http://en.wikipedia.org/wiki/United_States_dollarhttp://en.wikipedia.org/wiki/United_States_dollarhttp://en.wikipedia.org/wiki/Crorehttp://en.wikipedia.org/wiki/United_States_dollarhttp://en.wikipedia.org/wiki/United_States_dollarhttp://en.wikipedia.org/wiki/Crorehttp://en.wikipedia.org/wiki/United_States_dollarhttp://en.wikipedia.org/wiki/United_States_dollar
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    GCMMF: An Overview

    Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products

    marketing organisation. 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 consumersby providing quality products which are good value for money.

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    List of Products Marketed:

    Bread spreads:

    Amul Butter

    AmulLite 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

    http://toi.amul.com/bread-butter.htmlhttp://toi.amul.com/bread-lite.htmlhttp://toi.amul.com/cheese-cheddar.htmlhttp://toi.amul.com/cheese-spreads.htmlhttp://toi.amul.com/cheese-mozzarella.htmlhttp://toi.amul.com/cheese-emmental.htmlhttp://toi.amul.com/cheese-gouda.htmlhttp://toi.amul.com/desserts-shrikhand-.htmlhttp://toi.amul.com/desserts-gulabjamun.htmlhttp://toi.amul.com/desserts-jamunmix.htmlhttp://toi.amul.com/desserts-kulfi.htmlhttp://toi.amul.com/desserts-kulfi.htmlhttp://toi.amul.com/desserts-jamunmix.htmlhttp://toi.amul.com/desserts-gulabjamun.htmlhttp://toi.amul.com/desserts-shrikhand-.htmlhttp://toi.amul.com/cheese-gouda.htmlhttp://toi.amul.com/cheese-emmental.htmlhttp://toi.amul.com/cheese-mozzarella.htmlhttp://toi.amul.com/cheese-spreads.htmlhttp://toi.amul.com/cheese-cheddar.htmlhttp://toi.amul.com/bread-lite.htmlhttp://toi.amul.com/bread-butter.html
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    Sweetened Condensed Milk:

    Amul Mithaimate Sweetened Condensed Milk

    Fresh Milk:

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

    Curd Products:

    Amul Flaavyo Yoghurt Amul Masti Dahi (fresh curd)

    Amul Masti Spiced Butter Milk Amul Lassee

    Amul Ice creams:

    Royal Treat Range(Butterscotch, Rajbhog, Malai Kulfi)

    Nut-o-Mania Range(Kaju Draksh, KesarPista Royale, Fruit Bonanza, Roasted

    Almond)

    Nature's Treat(Alphanso Mango, Fresh Litchi, Shahi Anjir, Fresh Strawberry, BlackCurrant, Santra Mantra, Fresh Pineapple)

    Sundae Range(Mango, Black Currant, Sundae Magic, Double Sundae) Assorted Treat (Chocobar, Dollies, Frostik, Ice Candies, Tricone, Chococrunch,

    Megabite, Cassatta)

    Utterly Delicious (Vanila, Strawberry, Chocolate, Chocochips, Cake Magic)

    http://toi.amul.com/cooking-mithai.htmlhttp://toi.amul.com/cooking-mithai.htmlhttp://toi.amul.com/fresh-tazza.htmlhttp://toi.amul.com/fresh-gold.htmlhttp://toi.amul.com/cooking-mastidahi.htmlhttp://www.amul.com/icecream/royal.htmlhttp://www.amul.com/icecream/royal.htmlhttp://www.amul.com/icecream/nutomania.htmlhttp://www.amul.com/icecream/nutomania.htmlhttp://www.amul.com/icecream/nature.htmlhttp://www.amul.com/icecream/nature.htmlhttp://www.amul.com/icecream/nature.htmlhttp://www.amul.com/icecream/nutomania.htmlhttp://www.amul.com/icecream/royal.htmlhttp://toi.amul.com/cooking-mastidahi.htmlhttp://toi.amul.com/fresh-gold.htmlhttp://toi.amul.com/fresh-tazza.htmlhttp://toi.amul.com/cooking-mithai.html
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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) Amul spray Infant Milk Food

    Milk Powders:

    Amul Full Cream Milk Powder Amulya Dairy Whitener

    Sagar Skimmed Milk Powder

    Sagar Tea and Coffee Whitener

    Sweetened Condensed Milk:

    Amul Mithaimate Sweetened Condensed Milk

    http://toi.amul.com/fresh-tazza.htmlhttp://toi.amul.com/fresh-gold.htmlhttp://toi.amul.com/fresh-gold.htmlhttp://toi.amul.com/fresh-slim.htmlhttp://toi.amul.com/fresh-cream.htmlhttp://toi.amul.com/cooking-sagar.htmlhttp://toi.amul.com/cooking-sagar.htmlhttp://toi.amul.com/powder-milkfood.htmlhttp://toi.amul.com/powder-milkpowder.htmlhttp://toi.amul.com/powder-dairy.htmlhttp://toi.amul.com/powder-skimmilk.htmlhttp://toi.amul.com/powder-coffee.htmlhttp://toi.amul.com/powder-coffee.htmlhttp://toi.amul.com/cooking-mithai.htmlhttp://toi.amul.com/cooking-mithai.htmlhttp://toi.amul.com/powder-coffee.htmlhttp://toi.amul.com/powder-skimmilk.htmlhttp://toi.amul.com/powder-dairy.htmlhttp://toi.amul.com/powder-milkpowder.htmlhttp://toi.amul.com/powder-milkfood.htmlhttp://toi.amul.com/cooking-sagar.htmlhttp://toi.amul.com/cooking-sagar.htmlhttp://toi.amul.com/fresh-cream.htmlhttp://toi.amul.com/fresh-slim.htmlhttp://toi.amul.com/fresh-gold.htmlhttp://toi.amul.com/fresh-tazza.html
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    Fresh Milk:

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

    Chocolate & Confectionery:

    Amul Milk Chocolate Amul Fruit & Nut Chocolate

    Brown Beverage:

    Nutramul Malted Milk Food

    Milk Drink:

    Amul Kool Flavoured Milk (Mango, Strawberry, Saffron, Cardamom, Rose,Chocolate)

    Amul Kool Cafe Amul Kool Koko Amul Kool Millk Shaake (Mango, Strawberry, Badam, Banana)

    Milk Drink:

    Amul Kool Flavoured Milk (Mango, Strawberry, Saffron, Cardamom, Rose,Chocolate)

    http://toi.amul.com/fresh-tazza.htmlhttp://toi.amul.com/fresh-gold.htmlhttp://toi.amul.com/desserts-chocolates.htmlhttp://toi.amul.com/desserts-chocolates.htmlhttp://toi.amul.com/desserts-chocolates.htmlhttp://toi.amul.com/healthy-nutramul.htmlhttp://toi.amul.com/healthy-nutramul.htmlhttp://toi.amul.com/desserts-chocolates.htmlhttp://toi.amul.com/desserts-chocolates.htmlhttp://toi.amul.com/fresh-gold.htmlhttp://toi.amul.com/fresh-tazza.html
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    Amul Kool Cafe Amul Kool Koko Amul Kool Millk Shaake (Mango, Strawberry, Badam, Banana)

    MARKET SHARE OF DIFFERENT AMUL PRODUCT

    Bread Spreads

    Amul Butter

    Utterly Bitterly

    Delicious

    AmulLite

    Low fat, low

    Cholesterol Bread

    Spread

    Delicious Table

    Margarine

    The Delicious way to

    eat healthy

    Milk Drinks

    AmulKool Milk Shaake AmulKool

    AmulKool Cafe Kool Koko

    A delight to Chocolate

    Lovers. Delicious

    Chocolate taste

    Nutramul Energy Drink

    A drink for Kids -

    provides energy to suit

    the needs of growing

    Kids

    AmulKool Chocolate

    Milk

    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    AmulKoolFlavored

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    Amul introduces the

    Best Thirst Quenching

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    AmulKoolThandai

    Amul Spray Infant Milk

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    Still, Mother's Milk is

    Best for your baby

    Amul Instant Full

    Cream Milk Powder

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    Sagar Skimmed Milk

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    useful for diet

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  • 5/28/2018 Amul Internship Project

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    Amulya Dairy Whitener

    The Richest, Purest

    Dairy Whitener

    Fresh Milk

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    Cheese

    Amul Pasteurized

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    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    AmulEmmental Cheese

    The Great Swiss Cheese

    from Amul, has a sweet-dry flavor and hazelnut

    aroma

    Amul Pizza Mozzarella

    Cheese

    Pizza cheese...makes greattasting pizzas!

    For Cooking

    Amul / Sagar

    Pure GheeMade from fresh

    cream. Has typical

    rich aroma and

    granular texture.

    An ethnic product

    made by dairies

    with decades of

    experience.

    Cooking Butter

    AmulMalaiPaneer

    Ready to cook

    paneer to make

    your favourite

    recipes!

    Utterly Delicious

    Pizza

    Mithai MateSweetened

    Condensed Milk -

    Free flowing and

    smooth texture.

    White to creamy

    color with a

    pleasant taste.

    MastiDahi

    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oi.amul.com/cooking-pizza.htmlhttp://toi.amul.com/cooking-paneer.htmlhttp://toi.amul.com/cooking-butter.htmlhttp://toi.amul.com/cooking-sagar.htmlhttp://toi.amul.com/cooking-sagar.htmlhttp://toi.amul.com/cheese-mozzarella.htmlhttp://toi.amul.com/cheese-mozzarella.htmlhttp://toi.amul.com/cheese-emmental.html
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    Pro-biotic Dahi

    Amul Ice Creams

    Premium Ice Cream made

    in various varieties and

    flavours with dry fruits and

    nuts.

    AmulShrikhand

    A delicious

    treat, anytime.

    AmulMithaeeGulabJamuns

    Pure

    KhoyaGulabJamums...best

    served piping hot.

    Amul

    Chocolates

    The perfect gift

    for someone

    you love.

    AmulBasundi AmulFlaavyo

    Yoghurt

    NEW LAUNCH CHOCOLATE FLAVOUR AMUL PRO.

    http://toi.amul.com/cooking-probioticdahi.htmlhttp://toi.amul.com/cooking-probioticdahi.htmlhttp://toi.amul.com/cooking-probioticdahi.htmlhttp://www.amulicecream.in/http://www.amulicecream.in/http://toi.amul.com/desserts-shrikhand.htmlhttp://toi.amul.com/desserts-shrikhand.htmlhttp://toi.amul.com/desserts-gulabjamun.htmlhttp://toi.amul.com/desserts-gulabjamun.htmlhttp://toi.amul.com/desserts-chocolates.htmlhttp://toi.amul.com/desserts-chocolates.htmlhttp://toi.amul.com/desserts-chocolates.htmlhttp://toi.amul.com/desserts-basundi.htmlhttp://toi.amul.com/desserts-basundi.htmlhttp://toi.amul.com/desserts-yogi-yoghurt.htmlhttp://toi.amul.com/desserts-yogi-yoghurt.htmlhttp://toi.amul.com/desserts-yogi-yoghurt.htmlhttp://toi.amul.com/desserts-yogi-yoghurt.htmlhttp://toi.amul.com/desserts-basundi.htmlhttp://toi.amul.com/desserts-chocolates.htmlhttp://toi.amul.com/desserts-gulabjamun.htmlhttp://toi.amul.com/desserts-shrikhand.htmlhttp://www.amulicecream.in/http://toi.amul.com/cooking-probioticdahi.htmlhttp://toi.amul.com/desserts-yogi-yoghurt.htmlhttp://toi.amul.com/desserts-basundi.htmlhttp://toi.amul.com/desserts-chocolates.htmlhttp://toi.amul.com/desserts-gulabjamun.htmlhttp://toi.amul.com/desserts-shrikhand.htmlhttp://www.amulicecream.in/http://toi.amul.com/cooking-probioticdahi.htmlhttp://toi.amul.com/desserts-yogi-yoghurt.htmlhttp://toi.amul.com/desserts-basundi.htmlhttp://toi.amul.com/desserts-chocolates.htmlhttp://toi.amul.com/desserts-gulabjamun.htmlhttp://toi.amul.com/desserts-shrikhand.htmlhttp://www.amulicecream.in/http://toi.amul.com/cooking-probioticdahi.htmlhttp://toi.amul.com/desserts-yogi-yoghurt.htmlhttp://toi.amul.com/desserts-basundi.htmlhttp://toi.amul.com/desserts-chocolates.htmlhttp://toi.amul.com/desserts-gulabjamun.htmlhttp://toi.amul.com/desserts-shrikhand.htmlhttp://www.amulicecream.in/http://toi.amul.com/cooking-probioticdahi.htmlhttp://toi.amul.com/desserts-yogi-yoghurt.htmlhttp://toi.amul.com/desserts-basundi.htmlhttp://toi.amul.com/desserts-chocolates.htmlhttp://toi.amul.com/desserts-gulabjamun.htmlhttp://toi.amul.com/desserts-shrikhand.htmlhttp://www.amulicecream.in/http://toi.amul.com/cooking-probioticdahi.htmlhttp://toi.amul.com/desserts-yogi-yoghurt.htmlhttp://toi.amul.com/desserts-basundi.htmlhttp://toi.amul.com/desserts-chocolates.htmlhttp://toi.amul.com/desserts-gulabjamun.htmlhttp://toi.amul.com/desserts-shrikhand.htmlhttp://www.amulicecream.in/http://toi.amul.com/cooking-probioticdahi.htmlhttp://toi.amul.com/desserts-yogi-yoghurt.htmlhttp://toi.amul.com/desserts-basundi.htmlhttp://toi.amul.com/desserts-chocolates.htmlhttp://toi.amul.com/desserts-gulabjamun.htmlhttp://toi.amul.com/desserts-shrikhand.htmlhttp://www.amulicecream.in/http://toi.amul.com/cooking-probioticdahi.htmlhttp://toi.amul.com/desserts-yogi-yoghurt.htmlhttp://toi.amul.com/desserts-basundi.htmlhttp://toi.amul.com/desserts-chocolates.htmlhttp://toi.amul.com/desserts-gulabjamun.htmlhttp://toi.amul.com/desserts-shrikhand.htmlhttp://www.amulicecream.in/http://toi.amul.com/cooking-probioticdahi.htmlhttp://toi.amul.com/desserts-yogi-yoghurt.htmlhttp://toi.amul.com/desserts-basundi.htmlhttp://toi.amul.com/desserts-chocolates.htmlhttp://toi.amul.com/desserts-gulabjamun.htmlhttp://toi.amul.com/desserts-shrikhand.htmlhttp://www.amulicecream.in/http://toi.amul.com/cooking-probioticdahi.htmlhttp://toi.amul.com/desserts-yogi-yoghurt.htmlhttp://toi.amul.com/desserts-basundi.htmlhttp://toi.amul.com/desserts-chocolates.htmlhttp://toi.amul.com/desserts-gulabjamun.htmlhttp://toi.amul.com/desserts-shrikhand.htmlhttp://www.amulicecream.in/http://toi.amul.com/cooking-probioticdahi.htmlhttp://toi.amul.com/desserts-yogi-yoghurt.htmlhttp://toi.amul.com/desserts-yogi-yoghurt.htmlhttp://toi.amul.com/desserts-basundi.htmlhttp://toi.amul.com/desserts-chocolates.htmlhttp://toi.amul.com/desserts-chocolates.htmlhttp://toi.amul.com/desserts-gulabjamun.htmlhttp://toi.amul.com/desserts-shrikhand.htmlhttp://www.amulicecream.in/http://toi.amul.com/cooking-probioticdahi.html
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    NEW LAUNCH CHOCOLATE FLAVOUR AMUL PRO.

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    CORPORATE SOCIAL RESPONSIBILITY,THE AMUL WAY

    Corporate social responsibility (CSR) has been defined as the commitment of business to

    contribute to sustainable economic development working with employees, their families, the

    local community, and society at large to improve their quality of life, in ways that are both

    good for business and good for development.

    To meet with the CSR it is expected that a business in its entire procurement-production-

    processing-marketing chain should focus on human development involving the producer, the

    worker, the supplier, the consumer, the civil society, and the environment.

    Indeed, a very tough task. Most businesses would certainly flounder in not being able to

    achieve at least one or many of those expectations. But AMUL has shown the way.

    CSR-sensitive Organizational Structure

    AMUL is a three tier co-operative organization. The first tier is the co-operative society at the

    village, of which; milk producers are voluntary members, managing the co-operative through

    a democratically elected 9-member managing committee, and doing business By purchasing

    milk from members and selling it to the district level co-operative. There are more than

    11,000 co-operatives in villages of Gujarat.

    The second tier is the district co-operative that processes milk into milk products, markets

    locally and sells surplus to the state co-operative for national and international marketing.

    There are 12 district co-operatives each being managed by a 15-member board elected by the

    college comprising the nominated representatives or chairmen of the village co-operatives.

    Third tier is the state level co-operative - the Gujarat Co-operative Milk Marketing

    Federation (GCMMF) responsible for national and international marketing of milk and milk

    products produced and sold to it. The GCMMF is managed by the board democratically

    elected by and from amongst the chairmen of the district co-operatives .The entire three-tier

    structure with the GCMMF at its apex, is a unique institution because it encompasses the

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    entire chain from production of raw material to reaching the consumer with the end product.

    Every function involves human intervention: 23.60 lakh primary milk producers; 35,000 rural

    workmen in more than 11,400 village societies; 12,000 workers in 15 dairy plants; 750

    marketing professionals; 10,500 salesmen in distribution network and 600,000 salesmen in

    retail network. Accumulation of human capital is sine qua non for the development and

    growth of any enterprise or economy. The GCMMF is sensitive towards CSR. It believes that

    technology and capital are replicable inputs but not the human capital. Since men are the

    basis for achieving the CSR, the GCMMF lays emphasis on their development into

    competent, courteous, credible, reliable, responsive communicators and performers. Amul

    going to organise seminar in which it will distribute prises for those students had top in SSC

    and HSC in their school under the Mumbai region.

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    PRODUCT PROFILE

    Dahi is popular Indian diet through ages. Dahi is the product made by coagulation of milk

    with the help of lactic acid fermentation by advantageous bacteria. Dahi is more preferred

    from of all the nutrients of milk in pre-digested form. Amul Masti Dahi is made from

    standardized milk with 4.5% fat and8.5% SNF which gives creamy compact body and

    texture. Fat content is50 % more than other brands. It is made in the most hygienic way with

    state of art modern processing plant. It is made with special culture called Direct Vat set

    Culture (DVC), they are RST and CHN-11contains mixer of acid producing and flavour

    producing organism to give smooth, mild acidic taste and pleasant flavour consistently. Amul

    Masti Dahi is available in convenient and attractive reusable plastic cups. Which are sealedwith tamper proof aluminium seals to avow any adulteration? This curd is available in two

    different packs sizes 200 gm 400 gm cups.

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    Amul Masti Dahi

    Product Name Amul Masti Dahi

    Description Curd made from Pasteurised Toned Milk

    Packing

    Poly Pack - 200 gm, 400 gm, 1 kg *

    PP Cup - 200 gm, 400 gm, 100 gm *

    * In Selected markets only

    Product Specifications

    Composition

    NutritionalInformation Nutritional Information*

    Amount per 100 g

    Energy 62 kcal

    Energy from Fat 28 kcal

    Total Fat 3.1 g

    Saturated fat 1.9 g

    Cholesterol 8 mg

    Total Carbohydrate, g 4.4 g

    Added Sugar 0 g

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    Protein 4.1 g

    Calcium 183 mg

    Phosphorus 158 mg

    Sodium 61 mg

    Thiamine 51.5 mcg

    Riboflavin 146 mcg

    Niacin 122 ncg

    Folic Acid 9.2 mcg

    Vit. A (Retinol) 65 mcg

    Not a significant source of Vitamin C, Iron and Dietaryfibber.

    *Approx. values

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    Product Features

    Dahi or Curd plays a key role in the Indian diet and in preparation of delicious disheslike Dahi Wada, Dahi Batata Puri, Dahi Rice, Dahi Idli, Dahi Raita, Kadhi and Muglai

    Food.

    It is ideal meal accompaniment and is delicious as well as nutritious by itself too. It isalso used to marinate veg. and non-veg. dishes.

    Dahi is well known for its nutritive values. The answer to making great tasting dishes is fresh, creamy and good quality dahi -

    "Amul Masti Dahi."

    "AMUL MASTI" Dahi:

    Making fresh Dahi is cumbersome, time consuming chore and can cause greatembarrassment to the house wife when it is not prepared properly.

    Dahi prepared by local shop owners or at home varies in terms of quality & cultureused.

    Amul Dahi is prepared in controlled conditions i.e. maintaining proper temperatures togrow beneficial bacteria and to avoid growth of harmful bacteria.

    It is difficult to maintain controlled conditions at Home or at local shop level. Many times the quality of Dahi available from the local market is far from satisfactory

    and often found to be contaminated as the culture used do not contain 100% beneficial

    bacteria.

    AMUL Masti Dahi is a pasteurized product i.e. free from unwanted bacteria. AMUL Masti Dahi is prepared with selected culture having pro health bacteria. The

    culture is developed after in depth research.

    Superiority of Amul Masti Dahi:

    Amul Masti Dahi is prepared from purest, freshest pasteurized milk and it is free fromadded sugar.

    What's more, Amul Masti Dahi doesn't contain any preservatives. Amul Masti Dahi is prepared from certified and selected bacterial culture which gives

    excellent curd.

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    Amul Masti Dahi is hygienically processed and packed in a reusable plastic tub aswell as convenient pouch and thus free from possible adulteration.

    Amul Masti Dahi is high on nutrition and taste. Thick, creamy Amul Masti Dahi has a rich, glossy texture. Food tastes even more

    delicious at the snap of your fingers.

    The live micro flora in Amul Masti Dahi helps the digestive system and enhances theimmune system's ability to fight harmful organisms. It improves the body's natural

    defences and helps keep the body functioning at its best.

    Amul Masti Dahi having a robotic nature contains live bacterial culture whichincreases milk digestibility, quickens recovery from certain types of diarrheal, skin

    infections, enhances immune function of the body and encourages the body to

    function in the best possible and most natural way.

    Amul Masti Dahi contains all goodness of milk such as proteins, carbohydrates, fats,calcium, phosphorous, magnesium, zinc, iodine and vitamins.

    Lactic acid in Amul Masti Dahi is helpful in absorption and utilization of calcium. Amul Masti Dahi is a quality product from the house of "Amul" at affordable price

    which gives "value for money".

    Why dahi?

    Dahi or Curd plays a key role in the Indian diet and in preparation of delicious disheslike Dahi Wada, Dahi Batata Puri, Dahi Rice, Dahi Idli, Dahi Raita, Kadhi and

    Muglai Food.

    It is ideal meal accompaniment and is delicious as well as nutritious by itself too. It isalso used to marinate veg. and non veg. dishes.

    Dahi is well known for its nutritive values. The answer to making great tasting dishes is fresh, creamy and good quality dahi

    AmulMasti Dahi.

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    Why AMUL MASTI Dahi???

    Making fresh Dahi is cumbersome, time consuming chore and can cause greatembarrassment to the house wife when it is not prepared properly.

    Dahi prepared by local shop owners or at home varies in terms of quality & cultureused.

    Amul Dahi is prepared in controlled conditions i.e. maintaining proper temperaturesto grow beneficial bacteria and to avoid growth of harmful bacteria.

    It is difficult to maintain controlled conditions at Home or at local shop level. Many times the quality of Dahi available from the local market is far from satisfactory

    and often found to be contaminated as the culture used do not contain 100% beneficial

    bacteria.

    AMUL MASTI DAHI is a pasteurized product i.e. free from unwanted bacteria. AMUL MASTI DAHI is prepared with selected culture having pro health bacteria.

    The culture is developed after in depth research.

    Superiority of Amul Masti Dahi

    Amul Masti Dahi is prepared from purest, freshest pasteurized milk and it is free fromadded sugar.

    Whats more, AmulMasti Dahi doesnt contain any preservatives. Amul Masti Dahi is prepared from certified and selected bacterial culture which gives

    excellent curd.

    Amul Masti Dahi is hygienically processed and packed in a reusable plastic tub aswell as convenient pouch and thus free from possible adulteration.

    Amul Masti Dahi is high on nutrition and taste. Thick, creamy Amul Masti Dahi has a rich, glossy texture. Food tastes even more

    delicious at the snap of your fingers.

    The live micro flora in Amul Masti Dahi helps the digestive system and enhances theimmune systems ability to fight harmful organisms. It improves the bodys natural

    defences and helps keep the body functioning at its best.

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    Amul Masti Dahi having a robotic nature contains live bacterial culture whichincreases milk digestibility, quickens recovery from certain types of diarrheal, skin

    infections, enhances immune function of the body and encourages the body to

    function in the best possible and most natural way.

    Amul Masti Dahi contains all goodness of milk such as proteins, carbohydrates, fats,calcium, phosphorous, magnesium, zinc, iodine and vitamins.

    Lactic acid in Amul Masti Dahi is helpful in absorption and utilization of calcium. Amul Masti Dahi is a quality product from the house of Amul at affordable price

    which gives value for money.

    Amul Masti Dahi is widely available in: Gujarat, Delhi & NCR, Western UP,Mumbai, Pune, Nagpur, Raipur, Udaipur, Jodhpur, Jaipur, Indore, Bhopal, Chennai,

    Banglore.

    SWOT ANALYSIS

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    Strengths

    The price: The price of amul curd are comparatively low compared low as compared tothe other companies.

    Good brand imageIt manufactures only milk and milk products.

    Which is purely vegetarian thus providing quality confidence in the minds of customer?

    Indian brand:- The company is the having Indian origin feeling of oneness in the mind ofthe customer.

    Weakness Improper supply

    No replacement

    No separate delivery unit

    No commercial refrigeration supply

    Low retailer margin

    No scheme

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    Opportunity

    Expand the product

    Market is growing stage

    Less competitors

    Introducing new brands and intensive advertising

    Product offering

    Threat

    The major threat is from other company who hold the majority share of upper classconsumer in the present market and the consumer e.g. NESTLE.

    There is no brand loyalty in the curd market and the consumer can change their brand.

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    Feedback of Retailer

    Low margin Competitor scheme better Scheme should be increase quality is better but not margin Delivery problem Not interested Competitor demand Expiry problem

    Low sales volume Distribution problem Damage problem Customer demand is here but not margin Product price should be low Validity should be increase Bring new margin strategy for retailers Use promotion strategy.

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    Suggestion

    Should increase awareness of amul curd advertising in various media. The retailer margin for the product should be increase. They should focus on retailers scheme. Customer demand is there for that should be more amul outlets. They should directly target to the customer through own outlet. To focus on delivery on time and put the order early date of expiry. Main thing is that retailers margin must increase for develop amul curd.

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    Limitation

    The time for the project was short & I had to be completed on time. Language barrier was also a problem in one or two areas. Retailers were not ready to furnish the detailed information Information

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    CONCLUSION

    This project was of great importance to me, I have learnt a lot in this project, 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 but curd industry

    is also a profitable industry and the company cannot ignore it. With the help of research,

    company can find out its week points in curd and can increase its market share through

    rectify mistakes. Finally I hereby conclude by saying that was really privileged to work in the

    company like Amul and had got such a real time exposure of FMCG Company.

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    BIBLIOGRAPHY

    WEBLIOGRAPHY:

    WWW.Wikipedia.Org

    www.Amul.com

    www.google.com

    http://www.amul.com/http://www.amul.com/http://www.google.com/http://www.google.com/http://www.google.com/http://www.amul.com/
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