Amul Internship Report

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MARKET PENETRATION OF AMUL MILK )

SUMMER INTERNSHIP PROGRAM

A

PROJECT REPORT

ON

MARKET PENETRATION OF AMUL

MILK (GOLD,TAAZA) AT RETAIL

OUTLETS

IN PUNE

(IN WAKAD, SAMBHAJI NAGAR, BANNER, BHOSARI)

Prepared for:

GUJARAT CO-OPERATIVE MILK MARKETING FEDRATION

(GCMMF), PUNE

Prepared by:

GAURAV NIGAM

PGDM MARKETING

MM141636

BALAJI INSTITUE OF MODERN MANAGEMENT

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PUNE (MAHARASHTRA)

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College Certificate

This is to certify that Mr. Gaurav Nigam is o!afi"e stu"e!t of this i!stitute a!"

has successfu##y com$#ete" his $ro%ect e!tit#e" &'tu"y of 'a#es Promotio! a!"

(o!sumer )uyi!g )ehavior* at Out#oo+ Pu#ishi!g ,I!"ia- Private Limite" for

$artia# fu#fi##me!t of PGM ,'a#es a!" Mar+eti!g- from )a#a%i I!stitute of Mo"er!

Ma!ageme!t/ Pu!e.

irector I!ter!a# Gui"e

r. 0ira+"as Gu$ta Mr. Ra+esh Ta!"o!

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ACKNOWLEDGEMENT

1ith imme!se $#easure/ I 2ou#" #i+e to $rese!t this $ro%ect re$ort for Gujarat Cooperative

Milk Marketing Federation Ltd! AM"L #$"NE%.

It is a privilege to express a few words of gratitude and respet toall w!o guided and inspired "e in o"pletion of t!is pro#et

suessfully$

I a" !ig!ly indebted to M!" P!#$%& J#'# A**%*+#$+

M#$#! (S#&*), G./!#+ C0-01!#+% M%&2 M#!2+%$

F'!#+%0$ L+' for all !er onstant supervision% guidane as

well as for providing infor"ation neessary for t!is pro#et & also

for !er support in o"pleting t!e pro#et$

I would also like to aknowledge "y sinere gratitude to our P!0"

C0&" A" B#*.!#5#$%#$, E7.+% D%!7+0!, BIMMand M!"

D!" H%!#2 D#* G.+#, D%!7+0! BIMM% for giving "e an

opportunity to work on a pro#et% w!i! !as proven to be a

valuable learning experiene and also a "e"orable one$

'ast but not t!e least% I would like to t!ank all t!ose people w!o"

I "et during "y interns!ip and !elped "e to ao"plis! "y

pro#et in t!e "ost e(ient and eetive "anner$

GAURA3 NIGAM

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MM4546768

)a#a%i I!stitute of Mo"er! Ma!ageme!t

Pu!e

DECLA&AT'ON

I herey "ec#are that the fo##o2i!g $ro%ect re$ort tit#e" &MARKET

PENETRATION OF AMUL MILK (GOLD, TAAZA) AT

RETAIL OUTLETS IN PUNE* at Gu%arat (o9o$erative

Mi#+ Mar+eti!g Fe"eratio! Lt"./ Pu!e is a! authe!tic 2or+ "o!e y me.

It is to the est

of my +!o2#e"ge a!" e#ief.

This is to "ec#are that a## my 2or+ i!"u#ge" i! the com$#etio! of

this Pro%ect Re$ort such as research/ com$etitor a!a#ysis a!"

sa#es $romotio! is a $rofou!" a!" ho!est 2or+ of mi!e.

ate: 'ig!ature

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Mr. GAURA3 NIGAM

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'NDE(

)r No Content* $age No

4. E(EC"T'+E )"MMA&, ;


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48

.

DATA &E$&E)ENTAT'ON 0

ANAL,)')

5;

4;

.

$&ACT'CAL

'M$LEMENTAT'ON OF

T-EO&T'CAL KNOWLEDGE

=6

4>. $&OMOT'ONAL ACT'+'T, =;


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E8ECUTIVE SUMMAR9

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E1ecutive )u22ar34

The airy usi!ess i! I!"ia is very "iffere!t from other usi!ess. I! this there are ma!y

com$a!ies 2ho $rovi"e co!ti!uous service to customers. Gu%arat (oo$erative Mi#+ Mar+eti!g

Fe"eratio! ,G(MMF- is o!e such coo$erative orga!i@atio!. G(MMF mar+et its a## the $ro"ucts

2ith the ra!" !ame AMUL. AMUL is use" as a! umre##a ra!" for a## the "airy $ro"ucts #i+e

mi#+/ ghee/ utter/ cheese/ etc. The com$a!y is +!o2! for its mar+eti!g strategy 2hich $rovi"es

em$#oyme!t to more tha! 7.?7 mi##io! vi##age mi#+ $ro"ucers. To $rovi"e mi#+ to each a!" every

$art of the cou!try com$a!y must have very goo" "istriutio! cha!!e#. G(MMFs "istriutio!

cha!!e# is very u!iBue a!" 2ith the he#$ of its strategies it is tryi!g to ca$ture maCimum mar+et.

For ma+i!g its "istriutio! cha!!e# very effective com$a!y has =? sa#es offices a## over the

cou!try a!" these sa#es offices co!tro#s !ear aout =??? "istriutors a!" 8/??/??? retai#ers.

)ut com$a!y faces ma!y $ro#ems 2he! it comes to Mar+eti!g of AMUL MILK

,GOL/ TAADA-. I! some mar+ets the AMUL ra!" is 2e## +!o2! a!" is acce$te" very ear#y

2hi#e i! some areas the ra!" faces very tough com$etitio! from #oca# as 2e## as !atio!a# ra!"s.

'ame is the situatio! i! Pu!e city. I! Pu!e/ AMUL starte" its Mar+eti!g a!" istriutio! i!

ecemer


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uri!g my survey I a#so fou!" out that there are ma!y areas i! "esire" area 2here the

$rese!ce of Amu# Mi#+ is very #ess. The com$a!y is reBuire" to ta+e some rigorous actio!s to

i!crease its sa#e i! these areas a!" a#so the 2ay i! 2hich "istriutio! is ma!age" must e

chec+e". It is !ot the com$a!y officia#s ut "istriutors 2ho come i! co!tact 2ith the customerare res$o!si#e for ma+i!g ra!" image of AMUL. 0e!ce the Mar+eti!g (am$aig! a!"

"istriutio! system shou#" e chec+e" regu#ar#y a!" com$a!y shou#" a$$oi!t some officia#s to

visit these "istriutors so that a!y f#a2s i! the system ca! e remove" out. 1he! I surveye"

"iffere!t areas / I fou!" that i! some areas AMUL is $rese!t as the #ea"er 2hi#e there are some

areas 2here AMUL $rese!ce is very #ess. It 2as more sur$risi!g that the a2are!ess of AMUL i!

these areas is very high a!" "ema!" is a#so very #arge. )ut ecause of the ehaviour a!" services

from "istriutor a!" #o2 margi! to retai#ers/ Re$#aceme!t Pro#em/ the Retai#ers has sto$$e"

stoc+i!g of Amu# Mi#+.

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INTRODUCTION

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'ntroduction4

The Gujarat Cooperative Milk Marketing Federation Ltd! Anand #GCMMF%is the #argest

foo" $ro"ucts mar+eti!g orga!isatio! of I!"ia. It is the a$eC orga!i@atio! of the airy

(oo$eratives of Gu%arat. This 'tate has ee! a $io!eer i! orga!i@i!g "airy coo$eratives a!" its

success has !ot o!#y ee! emu#ate" i! I!"ia ut serves as a mo"e# for rest of the 1or#". Over the

#ast five a!" a ha#f "eca"es/ airy (oo$eratives i! Gu%arat have create" a! eco!omic !et2or+

that #i!+s more tha! 7.?7 mi##io! vi##age mi#+ $ro"ucers 2ith mi##io!s of co!sumers i! I!"ia a!"

aroa" through a coo$erative system that i!c#u"es 47/454 3i##age airy (oo$erative 'ocieties

,3('- at the vi##age #eve#/ affi#iate" to 47 istrict (oo$erative Mi#+ Pro"ucers U!io!s at the

istrict #eve# a!" G(MMF at the 'tate #eve#. These coo$eratives co##ect o! a! average

8.= mi##io! #itres of mi#+ $er "ay from their $ro"ucer memers/ more tha! 8? of 2hom are

sma##/ margi!a# farmers a!" #a!"#ess #aourers a!" i!c#u"e a si@ea#e $o$u#atio! of tria# fo#+

a!" $eo$#e e#o!gi!g to the sche"u#e" castes.

The mai! tas+ for the firm is to $rovi"e mi#+ to 2ho#e I!"ia a!" of

course this is very tough %o. )ecause the !ame AMUL is asica##y re#ate" 2ith the mi#+ a!"

$eo$#e reBuire mi#+ "ai#y mor!i!g. 'o it is the so#e res$o!sii#ity of AMUL to reach its customer

"ai#y o! time. For co##ecti!g mi#+ from farmers a!" vi##agers a!" to ma+e it avai#a#e to the

customer the com$a!y fo##o2s a mo"e# ca##e" &T5ree Tier AM"L 2odel*.

To ma+e its $ro"uct avai#a#e i! the mar+et com$a!y has =? sa#es

offices a## over the cou!try/ a$$roC 7??? "ea#ers ca##e" as Area e#ivery Age!ts ,AAs- !ear

aout 4/=?/??? retai# out#ets. The #o!g term goa# of AMUL is to ca$ture the #arge $ortio! of

mar+et. Out of the =? sa#es offices i! I!"ia o!e of the offices is i! Pu!e city. The Pu!e city is a

gro2i!g mar+et for mi#+. This ca! e u!"erstoo" from the fact that there are tota# a$$roC


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The $ro%ect give! to me is MARKET PENETRATION OF AMUL MILK

(GOLD, TAAZA) AT RETAIL OUTLETS IN PUNE .For me the 2or+i!g

area 2as 1AKA area 2here ma%or $#ayers are (hit#e/ Katra%/ Go+u#/ Maou#i etc.. the $ur$ose

of my $ro%ect stu"y 2as to $#a! for the "istriutio! a!" MARKET PENETRATION OF AMUL

MILK (GOLD, TAAZA) AT RETAIL OUTLETS IN PUNE a!" to i!crease its sa#e. For

com$#eti!g my stu"y I have fo##o2e" a sim$#e metho"o#ogy. I surveye" the 1a+a" area a!" I

as+e" the res$o!"e!ts to fi## u$ a Buestio!!aire 2ith the he#$ of 2hich 2e 2ere a#e to fi!" out

the eCact situatio! of AMUL i! 1a+a" area 2ith res$ect to its com$etitors. At first stage the "ata

co##ectio!s #oo+s sim$#e ut if 2e #oo+ at the origi!a#ity the co##ectio! of "ata is very tough tas+

ecause $eo$#e "o !ot $artici$ate i! the survey a!" eve! if they "o they give 2ro!g i!formatio!.

Thus cross chec+ of "ata is reBuire" ofte!. As 2e +!o2 the com$a!y fo##o2s a t5ree tier 2odel

2hich is eC$#ai!e" e#o2:

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AMUL MODEL

AM"L 2odel4

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The Amu# Mo"e# of "airy "eve#o$me!t is a three9tiere" structure 2ith the "airy coo$erative

societies at the vi##age #eve# fe"erate" u!"er a mi#+ u!io! at the "istrict #eve# a!" a fe"eratio! of

memer u!io!s at the state #eve#. The mo"e# co!!ects $ro"ucer to co!sumer #i+e the figure give!

e#o2:

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The Amu# mo"e# has he#$e" I!"ia to emerge as the #argest mi#+ $ro"ucer i! the 2or#". More tha!

4= mi##io! mi#+ $ro"ucers $our their mi#+ i! 4/55/=?? "airy coo$erative societies across the

cou!try. Their mi#+ is $rocesse" i! 4;5 istrict (o9o$erative U!io!s a!" mar+ete" y


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'ND")T&, $&OF'LE

I!"ia is 2or#"s #argest mi#+ $ro"ucer. )y


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fo##o2e" y the tra"e/ the farmers of the "istrict a$$roache" the great 'ndian patriot )ardar

+alla6565ai $atelfor a so#utio!. 0e a"vise" them to get ri" of mi""#eme! a!" form their o2!

co9o$erative/ 2hich 2ou#" have $rocureme!t/ $rocessi!g a!" mar+eti!g u!"er their co!tro#.

I! 4>56/ the farmers of this area 2e!t o! a mi#+ stri+e refusi!g to e co2e" "o2! y the

carte#. U!"er the i!s$iratio! of 'ar"ar Pate#/ a!" the gui"a!ce of #ea"ers #i+e Morarji De*aia!"

Tri65uvanda* $atel/ they for2ed t5eir o7n cooperative in 89:;. This co9o$erative/ the Kaira

Di*trict Co


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Gujarat Cooperative Milk Marketing Federation Ltd,G(MMF-/ is I!"ias #argest foo"

$ro"uct mar+eti!g orga!isatio! 2ith a!!ua# tur!over ,


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activity G(MMF has receive" seve! co!secutive Goo" Gree! Gover!a!ce a2ar" from 'rishti

"uri!g


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O"& OFF'CE)

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AWA&D)

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AM"L )OC'AL MA&KET'NG )T&ATEG,

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A2ul +id3a )5ree A7ard#*td 8@%4

A2ul +id3a .5u*an A7ard#*td 8%4

)ALE) T"&NO+E&

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PRODUCT PROFILE

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produt is anyt!ing t!at an be oered to a "arket for

attention%

auisition % use% or onsu"ption t!at "ig!t satisfy a want or

need$

produt is anyt!ing t!at satises a need or wants and an be

oered in t!e ex!ange$ produt an be goods% servie or idea$

4it!out produt t!ere is no "arketing$ 5!is inludes produt

variety% uality% produt design% and brand na"e% si6es%

warranties$ M7' produes and sell t!e produt i$e$ "ilk8 it !as to

plan its produt very arefully so t!at t!e onsu"er gets onlygood uality produts$

5!e 9ow !art s!owing t!e basi "anufaturing proess of t!e

"ul produts w!ere t!e aw "ilk is pasteuri6ed and y!enonverted into t!e nal Produts$

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$&OD"CT &ANGE

)rea" s$rea"s Amu# )utter/ Amu# Lite/ e#icious Ta#e Margari!e

(heese Ra!ge

Amu# Pasteuri@e" Processe" (he""ar (heese/ Amu# Processe" (heese

'$rea"/ Amu# Pi@@a ,Mo@are##a- (heese/Amu# Emme!ta# (heese/

Amu# Gou"a (heese/ Amu# Ma#ai Pa!eer ,cottage cheese-/ Utter#y

e#icious Pi@@a

Fresh Mi#+

Amu# Go#" Fu## (ream Mi#+ 6 fat/ Amu# 'ha+ti 'ta!"ar"ise" Mi#+

5.= Fat/ Amu# Taa@a To!e" Mi#+ 7 fat/Amu# '#im Trim/ Amu#

(o2 Mi#+

U0T Mi#+ Ra!geAmu# Go#" 5.= fat Mi#+/ Amu# 'ha+ti 7 fat Mi#+/ Amu# Taa@a 4.=

fat Mi#+/ Amu# Lite '#im9!9Trim Mi#+/ Amu# Fresh (ream

Mi#+ Po2"ers

Amu# Fu## (ream Mi#+ Po2"er/ Amu#ya airy 1hite!er/ 'agar

'+imme" Mi#+ Po2"er/ Amu#s$ray I!fa!t Mi#+ Foo"/ 'agar Tea a!"

(offee 1hite!er

Mi#+ ri!+

Amu# Koo# F#avoure" Mi#+/ Amu# Koo# (af/ Amu# Koo# Ko+o/Amu#

Koo# Mi##+ 'haa+e/ Amu# Koo# (hoco#ate Mi#+/Nutramu# E!ergyri!+

0ea#th ri!+ 'tami!a I!sta!t E!ergy ri!+

)ro2! Mi#+ Nutramu# Ma#te" Mi#+ Foo"

(ur" Pro"uctsAmu# Masti ahi ,fresh cur"-/ Amu# Masti '$ice" )utter Mi#+/Amu#

Lassee/ Amu# F#aavyo oghurt

Pure Ghee Amu# Pure Ghee/ 'agar Pure Ghee

'2eete!e" (o!"e!se"

Mi#+ Amu# Mithaimate

Mithaee Ra!ge ,Eth!ic

'2eets-

Amu# 'hri+ha!"/ Amu# Mithaee Gu#a%amu!s/ Amu# )asu!"i/Avsar

La"oos

Ice9cream 'u!"ae Ra!ge/ $roiotic//sugarfree a!" $roiotic

(hoco#ate

(o!fectio!ery

Amu# Mi#+ (hoco#ate/ Amu# Fruit Nut (hoco#ate/ Amu# (hoco@oo/

Amu# )i!"ass/ Amu# Fu!"oo

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P!0'.7+* I$ W%7 W W!

D#&%$

A5.& G0&'

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A5.& T##:#

A5.& S&%5 #$' T!%5 M%&2

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A5.& P0.7 B.++! M%&2

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A5.& M#*+% D#%

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&E)EA&C- $&O.LEM

This is o!e of the im$orta!t thi!gs to u!"ersta!" 2hat the $ro#em for our research is. 1ithout

+!o2i!g the $ro#em 2e ca!!ot fi!" a!y so#utio!. I! the #ast fe2 years AMUL is a#e to ca$turemar+et from ;/??? #itres $er "ay to ;?/??? #itres $er "ay. )ut sti## this is a very sma## $ortio! of

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the com$#ete mar+et. Though AMUL is a#e to ca$ture this mar+et ut airy usi!ess is ase"

o! the $ro$er "istriutio!. It 2as fou!" out from the com$a!ys %our!a# that the $eo$#e have

some com$#ai! regar"i!g service of AMUL. AMUL has a#2ays fo##o2e" #o2 $rice strategy to

$e!etrate i!to mar+et ut sometimes they "o face a $ro#em of "istriutio!. The "istriutio!$ro#em may e from com$a!y or y "istriutors. The com$a!y has as+e" me to fi!" out 2hat is

the Mar+et $e!etratio! for AMUL Mi#+ at retai# out#ets i! 1a+a" re#ate" to AMUL mi#+ so that it

he#$s i!crease the sa#e of AMUL Mi#+ ,Amu# Go#"/ Amu# Taa@a-.

I! this area ra!"s #i+e (hit#e/ Katra%/ Go+u#/ Maou#i

etc. shares a ma%or $ortio! of the mar+et a!" are very successfu# i! "istriutio! a#so. Though

AMUL has a#2ays focusse" o! $ro$er "istriutio! a!" thus achievi!g customer satisfactio! ut

the! a#so there are so ma!y as$ects 2here the com$a!y #ags tha! these ra!"s a!" he!ce #o2er

mar+et share. 1ith the he#$ of mar+et 'urvey (om$a!y ca! fi!" out 2hat is the actua# ga$

et2ee! customer $erce$tio!s is a!" 2hat services they receive actua##y.

&e*earc5 .ackground4

To$ic se#ectio! is the o!e of the im$orta!t as$ects of $ro%ect. It "eci"es the course of

actio! to e fo##o2e". The to$ic se#ecte" shou#" e such that it he#$s i! u!"ersta!"i!g the mar+et

co!ce$ts c#ear#yH the research to$ic 2as give! to me y the com$a!y itse#f.

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Need of Study:

At the time of stu"y the com$a!y 2as u!"ergoi!g the $ro#em re#ate" to mar+et share

a!" $ro$er service to customers. Thus there 2as a !ee" for the com$a!y to a!a#y@e its mar+et so

that a rough i"ea ca! e otai!e"/ 2hich may #ater e tra!sforme" i!to various mar+eti!g

strategies. 0e!ce there 2as a !ee" to stu"y the aove sai" to$ic.

The to$ic give! to me y the firm 2as &To co!"uct a mar+et research o! AMUL Mi#+ ,Amu#

+oo#/ Amu# Lassi/ Amu# Masti- co!sum$tio! $atter! of co!sumers i! &1AKA AREA* 2hich

covers mar+et $e!etratio! of AMUL Mi#+ . There 2as !ee" to stu"y this to$ic as the com$a!y

2a!ts to u!"ersta!" ho2 there Mi#+ are ei!g co!sume" i! the househo#"s a!" i!crease its

mar+et share a!" achieve maCimum efficie!cy i! "istriutio! cha!!e#. The com$a!y 2a!te" to

"o the survey of mar+et so as to i!crease the sa#es of the Mi#+ a!" a#so get to +!o2 the

a"vertiseme!t i! the s$ecific areas of Pu!e a!" "etermi!e share of Amu# Mi#+.

&E)EA&C- MET-ODOLOG,

It is very im$orta!t to fo##o2 a $ro$er a!" seBue!tia# $roce"ure to "o a research. The $ro%ect

a##otte" to me has a #ot of survey 2or+ so it 2as very esse!tia# to fi!" out a!" "eci"e i! 2hich

ma!!er research shou#" e "o!e. If the mar+et research is !ot "o!e systematica##y the! the

o%ectives sai" aove ca!!ot e achieve". For otai!i!g $ro$er i!formatio! the research

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co!"ucte" shou#" e co!tro##e"/ rigorous/ systematic/ va#i" a!" verifia#e/ em$irica# a!" critica#.

Aove characteristics of a!y research ma"e that very he#$fu# to researcher.

T3pe* of re*earc54

Research ca! e c#assifie" o! the asis of three $ers$ectives:

a- A$$#icatio! of research stu"y- O%ectives i! u!"erta+i!g the researchc- I!Buiry mo"e em$#oye"

.a*ed on Application4

)ase" o! the a$$#icatio! of research the research ca! e c#assifie" as:

a- Pure research- A$$#ie" research

$ure re*earc54

Pure research i!vo#ves "eve#o$i!g a!" testi!g theories a!" hy$otheses that are i!te##ectua##y

cha##e!gi!g to the researcher ut may or may !ot have $ractica# a$$#icatio! at the $rese!t time or

i! the future. The +!o2#e"ge $ro"uce" through $ure research is sought i! or"er to a"" to the

eCisti!g o"y of research metho"s.

Applied re*earc54

A$$#ie" research is "o!e to so#ve s$ecific/ $ractica# Buestio!sH for $o#icy formu#atio!/

a"mi!istratio! a!" u!"ersta!"i!g of a $he!ome!o!. It ca! e eC$#oratory/ ut is usua##y

"escri$tive. It is a#most a#2ays "o!e o! the asis of asic research.

'n t5i* project 7e 5ave a pro6le2 to find out t5e 2ilk con*u2ption pattern of people t5at

can 6enefit *ale of A2ul 2ilk and related product* )o 5ere t5e re*earc5 done 63 2e i*

applied re*earc5 75ic5 7ill 5elp u* to find out *olution for t5e pro6le2* 2entioned

.a*ed on O6jective*:

From the vie2$oi!t of o%ectives/ a research ca! e c#assifie" as

a- escri$tive- (orre#atio!a#

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c- EC$#a!atory"- EC$#oratory

De*criptive re*earc54

escri$tive research attem$ts to "escrie systematica##y a situatio!/ $ro#em/ $he!ome!o!/

service or $rogramme/ or $rovi"es i!formatio! aout / say/ #ivi!g co!"itio! of a commu!ity/ or

"escries attitu"es to2ar"s a! issue.

Correlational re*earc54

(orre#atio!a# research attem$ts to "iscover or esta#ish the eCiste!ce of a re#atio!shi$J

i!ter"e$e!"e!ce et2ee! t2o or more as$ects of a situatio!.

E1planator3 re*earc54

EC$#a!atory research attem$ts to c#arify 2hy a!" ho2 there is a re#atio!shi$ et2ee! t2o or

more as$ects of a situatio! or $he!ome!o!.

E1plorator3 re*earc54

EC$#oratory research is u!"erta+e! to eC$#ore a! area 2here #itt#e is +!o2! or to i!vestigate the

$ossii#ities of u!"erta+i!g a $articu#ar research stu"y.

Generall3 an3 re*earc5 proce** i* a co26ination of all t5e*e o6jective* and *o i* t5e

re*earc5 done 63 2e

'nuir3 Mode:

From the $rocess a"o$te" to fi!" a!s2er to research Buestio!s the t2o a$$roaches are:

a- 'tructure" a$$roach

- U!structure" a$$roach

)tructured approac54

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The structure" a$$roach to i!Buiry is usua##y c#assifie" as Bua!titative research. 0ere everythi!g

that forms the research $rocess9 o%ectives/ "esig!/ sam$#e/ a!" the Buestio!s that 2e $#a! to as+

of res$o!"e!ts is $re"etermi!e".

"n*tructured approac54

The u!structure" a$$roach to i!Buiry is usua##y c#assifie" as Bua#itative research. This a$$roach

a##o2s f#eCii#ity i! a## as$ects of the research $rocess.

'n 23 re*earc5 t5e inuir3 2ode u*ed 63 2e *tructured approac5 T5e ue*tionnaire and

ot5er data collection *5eet* are enclo*ed in t5e appendi1

&E)EA&C- $&OCE))

A!y goo" a!" $ro$er research must e "o!e i! fo##o2i!g ste$s i! or"er to otai! est resu#ts:

4- Formu#ati!g the Research Pro#em


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8- Ge!era#isatio! a!" I!ter$retatio!;- Pre$aratio! of the Re$ort

L'TE&AT"&E &E+'EW

O!ce 2e have formu#ate" the research $ro#em the !eCt ste$ is to go through the #iterature

avai#a#e. This $re#imi!ary tas+ is very im$orta!t a!" esse!tia# i! or"er to acBuai!t our se#f.

Literature revie2 is i!tegra# $art of e!tire research $rocess a!" ma+es va#ua#e co!triutio! to

every o$eratio!a# ste$.

Though revie2i!g #iterature is time co!sumi!g a!" frustrati!g/ ut is a#so re2ar"i!g. It he#$s us

to:

a- )ri!g c#arity a!" focus to our research $ro#em- Im$rove our metho"o#ogyc- )roa"e!s our +!o2#e"ge"- (o!teCtua#ise our fi!"i!gs.

Proce"ure for revie2i!g the #iterature:

a- 'earch for eCisti!g #iterature i! your area of stu"y

- Revie2 the #iterature se#ecte"c- eve#o$ a theoretica# frame2or+"- eve#o$ a co!ce$tua# frame2or+.

For eCisti!g #iterature I have referre" %our!a#s $rovi"e" y the com$a!y a!" have rea" various

artic#es o! the !et. The $rimary stu"y aout the com$a!y he#$e" me to u!"ersta!" ho2 com$a!y

fu!ctio!s a!" 2hat are the $roce"ures "oes com$a!y fo##o2.

As my $ro%ect is aout the Mar+et $e!etratio! of Amu# Mi#+/ 2ith the he#$ of this #iterature I 2as

a#e to u!"ersta!" ho2 AMULs su$$#y chai! 2or+s a!" 2hat are the ste$s fo##o2e" y

com$a!y i! or"er to attai! maCimum mar+et share a!" achievi!g customer satisfactio!.

T5e literature revie7 of t5e AM"L Co2pan3 i* *u22ari*ed 6elo74

Every "ay Amu# co##ects 13.18 million lit of mi#+ from 7.


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Organiation *tructure4

It a## starte" i! ecemer 4>56 2ith a grou$ of farmers +ee! to free themse#ves from

i!terme"iaries/ gai! access to mar+ets a!" therey e!sure maCimum retur!s for their efforts.

)ase" i! the vi##age of A!a!"/ the Kaira istrict Mi#+ (oo$erative U!io! ,etter +!o2!

as Amu#- eC$a!"e" eC$o!e!tia##y. It %oi!e" ha!"s 2ith other mi#+ coo$eratives/ a!" the Gu%arat

!et2or+ !o2 covers 7.


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su$$#y chai! a!" it a#so mi!imi@es "um$i!g. 1ho#esa#e "ea#ers carry i!ve!tory that is %ust

a"eBuate to ta+e care of the tra!sit time from the ra!ch 2arehouse to their $remises. This %ust9

i!9time i!ve!tory strategy im$roves "ea#ers retur! o! i!vestme!t ,ROI-. A## G(MMF ra!ches

e!gage i! route sche"u#i!g a!" have "e"icate" vehic#e o$eratio!s.

T5e picture *5o7n 6elo7 i* t5e cooperative *tructure of t5e AM"L4

Dair3 Cooperative )tructure of AM"L

C"&&ENT $O)'T'ON OF AM"L

Ever si!ce its esta#ishme!t AMUL is gro2i!g co!ti!uous#y a!" curre!t#y AMUL is o!e of the

to$ ra!+ com$a!y. As far as curre!t $ositio! of AMUL is co!si"ere" the ra!" is ra!+e" 4 st i!

Asia9Pacific regio!. There are ma!y other simi#ar success stories of AMUL 2hich are eC$#ai!e"

e#o2 i! rief:

8% AM"L ranked a2ong top 8 Dair3 .u*ine** of t5e World

,ate:


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Amu# has ee! ra!+e" amo!gst the to$


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5- To fi!" out ma%or com$etitors of Amu# Mi#+ i! 1a+a" Area u!"ersta!" their

"istriutio! system=- To a!a#y@e the $ro#ems face" y "istriutors retai#ers regar"i!g Amu# Mi#+.6- To u!"ersta!" customer $rofi#e of 1a+a" Area.

8- To attract !e2 retai#ers for se##i!g Amu# $ro"ucts.

)CO$E OF T-E )T"D,

I! a! agricu#tura# cou!try #i+e I!"ia/ airy usi!ess $#ays a very im$orta!t ro#e i! oosti!g the

tota# vo#ume of eco!omy. )ecause of the o$$ortu!ities offere" from such usi!ess a!" y

#oo+i!g at the com$#eCities i!vo#ve" i! this usi!ess there is a !ee" to stu"y such usi!ess very

carefu##y. From the o%ective sai" aove the com$a!y ca! u!"ersta!"!" 2hat is the co!sum$tio!

$atter! of $eo$#e a!" ho2 ca! Amu# im$rove $ositio! i! the mar+et. The sco$e of the $ro%ect

stu"y ca! e summarise" as:

1ith the he#$ of this stu"y 2e ca! fi!" out ho2 "o $eo$#e uti#ise a!" co!sume Mi#+. It is very

im$orta!t to u!"ersta!" 2ay the Mi#+ is ei!g Purchase" 2hich 2ou#" he#$ i! the mar+eti!g

$ro"ucts of Amu#. This stu"y he#$s us u!"ersta!" our co!sumers $rofi#e a!" 2hat they fee# aout

the com$a!y a!" its $ro"ucts. This is very im$orta!t ecause if a co!sumer has goo" image of

com$a!y i! his mi!"/ he 2i## $urchase the $ro"uct a!" e!courage others to "o so.

'i!ce the com$#ete mar+et is surveye" 2e ca! fi!" out i! 2hich areas the com$a!y has effective

$urchase a!" i! 2hich areas the $urchase is !i# a!" i! 2hich areas the com$a!y has to im$rove

its eCisti!g services. 1e ca! a#so fi!" out 2hether the "istriutor a##otte" y com$a!y is "oi!g

his services $ro$er#y or com$a!y ca! se#ect a !e2 "istriutor i! or"er to mai!tai! its services.

1ith the he#$ of this stu"y com$a!y ca! "eci"e o! "eve#o$me!t strategies oth for "istriutors

a!" retai#ers. This re$ort cou#" a#so e he#$fu# i! fi!"i!g future $ossii#ities i! the mar+et a!"

2hat are the $ro#ems com$a!y ca! face i! !ear future.

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&E)EA&C- DE)'GN

Mar+eti!g research is a systematic a!" o%ective search a!" a!a#ysis of i!formatio! re#eva!t to

the i"e!tificatio! a!" so#utio! of a!y $ro#em i! the fie#" of mar+eti!g. As 2e have eC$#ai!e"

the mar+eti!g research $rocess egi!s 2ith the recog!itio! of a mar+eti!g re#ate" $ro#ems

fo##o2e" the i!formatio! of o%ective of the stu"y a!" metho"o#ogy to e use". Research "esig!

is the co!ce$tua# structure 2ithi! 2hich research 2ou#" e co!"ucte". The fu!ctio! of research

"esig! is to $rovi"e for the co##ectio! of re#eva!t i!formatio! 2ith mi!ima# eC$e!"iture of effort/

time a!" mo!ey. The $re$aratio! of research "esig!/ a$$ro$riate for a $articu#ar research

$ro#em/ i!vo#ves the co!si"eratio! of the fo##o2i!g:

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4. O%ectives of the research stu"y.


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% )econdar3 data collection

'eco!"ary "ata are those/ 2hich are co##ecte" origi!a##y y someo!e e#se for their $ur$ose a!"

2i## e use" y the researcher for his stu"y. This form of "ata 2as otai!e" from com$a!ys%our!a#s/ 2esites/ etc.

Tool* for collecting *econdar3 data4

Refere!ce 2or+

I!formatio! from "istriutors

AMUL ' 2esite

DETE&M'N'NG )AM$LE DE)'GN

Researchers usua##y "ra2 co!c#usio!s aout #arge grou$s y ta+i!g a sam$#e. A 'am$#e is a

segme!t of the $o$u#atio! se#ecte" to re$rese!t the $o$u#atio! as a 2ho#e. I"ea##y/ the sam$#e

shou#" e re$rese!tative a!" a##o2 the researcher to ma+e accurate estimates of the thoughts a!"

ehaviour of the #arger $o$u#atio!.

A sam$#e is a true re$rese!tative of the $o$u#atio!. 1he! $o$u#atio! is very #arge/ it is !ot$ossi#e $hysica##y eco!omica##y to meet every memer i! the $o$u#atio! he!ce the

sam$#es are se#ecte".

For "esig!i!g the sam$#e 2e have to co!si"er fo##o2i!g thi!gs:

a- 1ho 2i## e surveye"9 sam$#e- 0o2 ma!y $eo$#e 2i## e surveye"9 sam$#e si@ec- 0o2 sam$#e shou#" e se#ecte"9 sam$#i!g tech!iBue

For my stu"y:

a% W5o 7ill 6e *urve3ed4 &etailer* taking A2ul Milk in H WAKAD A&EAI

6% -o7 2an3 people 7ill 6e *urve3ed4 A large *a2ple 7a* preferred#2a1i2u2%

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&E)EA&C- TOOL

For my stu"y the research too#s use" 2ere:

a- uestio!!aire

)a2ple *ie4 The sam$#e si@e for my stu"y 2as =@

$rocedure follo7ed4

A 2e##9structure" Buestio!!aire 2as use" for the survey. Accor"i!g to the !ee"/ the $atter! of

Buestio!!aire 2as cha!ge" to ma+e it more com$ati#e 2ith the o%ective of the stu"y. The

Buestio!!aire 2as forme" i! such a 2ay that it 2i## e a$$#ica#e for the retai#ers co!sumers.

Through this survey/ ma%or ra!"s "ema!"e" i! the regio! a!" their tre!"s 2ere assesse".

This survey a#so he#$e" i! u!"ersta!"i!g the eC$ectatio!s of the retai#ers co!sumers from the

com$a!y.

Data &euire2ent*4

I! or"er to meet the research o%ectives the fo##o2i!g "ata 2ere co##ecte".

4. etai#s of the Retai#ers.

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The sma$#e si@e 2as as Fo##o2s:

'R.NO. Res$o!"e!t Tota# Numer

4 Retai#ers =?

< istriutors 4

$roduct for W5ic5 )urve3 Wa* Conducted 4

8% Nu26er Of retailer* )tocking AM"L Milk

A!s2er No.of Res$o!"e!ts Perce!tage

es 5= >?

No = 4?

/0;

10;


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2)Total stock of Amul Milk present in a retail stores

(Stock with retailers in a sample of 50 )

1-;

,2;

21;

20>30 30>*0 *0 above

ua!tity i! #iters Perce!tage sam$#e


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Retai#ers $refer Average stoc+ of Mi#+. Neither too #ess/ !or too #o2.

?% &ea*on* affecting A2ul Milk *torage 63 retailer*

Reaso!s Perce!tage sam$#e

No Re$#aceme!t


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'nterpretation : Most Of Retai#ers Purchase Mi#+ from "istriutors.

=% &etailerJ* )ati*faction 7it5 Di*tri6utor

'nterpretation 4 Gra$h sho2s that most of the retai#ers 2ere satisfie" 2ith the service $rovi"e"

y the Amu# "istriutors.

6) P!050+%0$#& #7+%%+%* .$'!+#2$ 0! A5.& M%&2 +0 %$7!#* %+;*

*#&*? of the retai#ers se## AMUL Mi#+.

I! the mar+et so ma!y !e2 ra!"s are comi!g "ay y "ay/ so there is very vast com$etitio!

for se##i!g of Mi#+. The #oca# ra!" of Mi#+ are givei!g more margi!s to the retai#ers a!"

he!ce they are tryi!g ca$ture the mar+et fast#y.

.'.L'OG&A$-,

&eference*4

We6*ite*

Amul Internship Report

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