Amul Report Final_chetan

8/2/2019 Amul Report Final_chetan

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A

PROJECT REPORT

ONEVALUTION OF FEASIBILITY FOR PM SUPPLY OF

AMUL MILK

FOR

GUJARAT CO-OPERATIVE MILK

MARKETING FEDERATION LTD (AMUL)

MASTERS OF MANAGEMENT STUDIES (MMS)

UNIVERSITY OF MUMBAI

SUBMITTED TO

MARATHA MANDIRS

BABASAHEB GAWDE INSTITUTE OF

MANAGEMENT STUDIESMUMBAI CENTRAL

SUBMITTED BY

CHETAN P. SANKHE

MMS (2009-11), Roll no- 81.(Marketing)

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DECLARATION

I, Chetan P. Sankhe, student of Masters of Management studies, hereby

declare that I have successfully completed this Project on (Evaluation of

feasibility for PM supply of AMUL milk) in the academic year 2009-10.

The information incorporated in this project is true and original to the best

of my knowledge.

____________________________

Signature

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ACKNOWLEDGEMENT

My gratification and elation on the success of this project would be

incomplete Without mentioning the names of all the people who helped me with it

and without whose guidance and encouragement this would not have been

successful. Above all I thankMy Family for his grace and blessings at each and

every stage of the project.

I would like to express my deepest gratitude to the organization guide, M r. Prakash

Aavte, GCMMF Ltd., Mumbai for having given me the opportunity to do my

project work in the organization.I extend my sincere thanks to Dr.Sunil Karve,

Director, Babasaheb Gawade Institute of Management Studies, Mumbai for having

spared his valuable time with me and for all the guidance given in executing the

project as per requirements. Last but not least, I would like to record my deepest

sense of gratitude to my friends for their support and constant encouragement.

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CONTENTS

4

Sr.no. Subject pg. no.

1 EXECUTIVE SUMMARY 5

2 INTRODUCTION 9

3 INDUSTRY & COMPANY PROFILE 13

4 OBJECTIVE & SCOPE OF STUDY 49

5 RESEARCH METHODOLOGY 52

6 DATA PROCESSING & ANALYSIS 59

7 OBSERVATION,FINDINGS & LIMITATIONS 71

8

CONCLUSIONS,SUGGESTIONS &

RECOMMENDATIONS 77

9 BIBLIOGRAPHY & WEBLIOGRAPHY 82

10 ANNEXURE 84


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EXECUTIVE

SUMMARY

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In todays competitive world while entering in the market it is very necessary to have

good knowledge of the potential of a particular market. The information regarding the

activities of competitors existing in the market so that we can plan our each activity

according to that. It is also necessary to retain the existing customers apart from attracting

the new customers.

the project is concerned with milk market analysis and checking the feasibility for

the PM supply of AMUL milk. The project included as part of MBA Program and the

project is done from 5th May to 30

th

June.

1.1 Title: Evaluation of feasibility for PM supply of AMUL milk

1.2 Organization:

Gujarat Co-operative Milk Marketing Federation (GCMMF), ANAND,

Gujarat.

1.3 Objective:

The primary objective of the study was to make milk retailer aware about

the PM supply of AMUL milk, explaining them how this supply would be beneficial to

them, while doing so I had to explain them how pm supply can improve their stocking

capacity, how this will be useful to them while deciding upon the stock to be stored

according to their morning and evening sale of milk, how this supply scheme can lead to

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better utilization of electricity, how there are the possible chances of increase in their milk

sale due to this supply scheme. while doing so I also asked their general opinion about the

PM supply scheme.

The secondary objective of the study was to check whether the distribution of

the AMUL milk is on time or not and also collecting the information about retailers

refrigeration capacity, their sales breakup, presence of competitors brands in their shop,

how is the presence of other AMUL products in retailers shop.

1.4 Research Methodology:

The research type was customized and quantitative.The research was done

through retailers. I have collected the primary data through questionnaire which was filled

by retailers, customers. Questions were both open and close ended. The secondary data

was collected from the internet.

Sampling done is non probability sampling. The type of sampling method used is

cluster and area sampling.

1.5 Findings:

In Bhayendar and Mira road region AMUL milk is the market leader in packaged

milk. but there is noticeable presence of the loose milk. Other competitors in the market

are Mahananda, mother dairy, gokul, Krishna, varna etc. but AMUL has very high

penetration in the market. Awareness of AMUL milk among the consumer is very high and

acceptance is also high. The sale is totally dependent on retailers.

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1.6 Data Analysis:

The data analysis has done area wise. It gives idea about the competitors of

AMUL dairy milk. It gives information regarding their market share. Retailers opinions

and response about pm supply of milk and sales break-up of AMUL milk and other

brands..

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INTRODUCTION

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2.1 CONTEXT OF THE TOPIC:

The dairy industries companies run mainly on the factors such as availability,

service frequency, affordability, taste and marketing. Availability is plays a vital role

because purchasing power is depend upon availability of that product, in case distributors

and retailers service matter a lot. Retailing includes all the activity in selling goods or

service directly to the customers or personal non-business use .A retailer or retail store is

any business enterprises whose sales volume comes primarily from retailing.

Retailers are the part of milk marketing channels and perform the work of moving

goods from producers to the customers. It overcomes the time, place and possession gap

that separates goods and service from those who needs or wants them. Retailers as member

of marketing channel perform a number of key functions. Some functions (physical, title,

promotion) constitute a forward flow of activity from the company to the customers; other

functions (ordering and payment) constitute a backward flow from customers to the

company. Still others (information, negotiation, finance and risk taking) in both directions.

The project delve into the workings from the distribution aspect of an FMCG

organization, in detail. AMUL, being an FMCG company, attaches a lot of significance to

the distribution aspect of its business. The distribution channel of AMUL holds a lot of

potential in affecting the demand or sales of AMUL products through delivery on time,

delivery of variety of products, the retailer friendliness of the policies being set by the

distributors and equitable distribution of products to all the retail outlets in a particular

region, to name a few.

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so in order to plan the retail coverage we studied the different areas in Mira road and

Bhayendar region and indentified the areas where the maximum numbers of milk retailers

are present . We collected information about morning and evening sales of milk, and asked

retailers whether they face shortage of milk in evening or not.

2.2 Need of Study:

Managers are always curious about the position of their companys products in the

market which largely depend upon the companys goodwill, and the position of their brand.

In order to maximize the sale and profit, company must deliver outstanding satisfaction to

the retailers, wholesaler & customers. So market survey of retailers, wholesalers &

customers, chart out the position of the company as compared to the competitors. It helps

the organization to find out the brand being sold most by the retailers along with their

stocking and also consumer buying preferences.

2.3 Statement of the Problem:

Milk market analysis and feasibility research for concept of PM supply of AMUL

milk

The pm supply of AMUL milk is has been started in Gujarat and it is getting good

response over there. It has also been started in certain parts of Maharashtra. the main

purpose of the pm supply is to provide the retailer with an option of two time supply in a

day, which in turn will push the sale of AMUL milk and facilitate the deeper penetration of

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the market. The main task and objective in study was to create the awareness about pm

supply of AMUL milk among the retailers and explain them the benefits of pm supply and

then seeking their response to scheme so that it can be activated in selected region.

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INDUSTRY

&

COMPANY PROFILE

3.1 Industry Profile:-

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3.1.1 The World Dairy Industry:

According to a report published by International Dairy Federation (IDF) on

the World Dairy Situation 2007 the worldwide milk production is expected to grow at a

slower pace in 2007-08 and is estimated at 655 million tonnes, only 9 million tonnes

more than the production of 2006 2007. The strongest growth would be in Asia, notably

in China and India. Milk production is projected at 36 million tons in China and 94.60

million tonnes in India. India would continue to be the largest milk producer, followed by

the US, with projected production of 82.60 million tonne. Major changes are not expected

in dairy products basket. World butter production increased for two years, in 2004 and

2005 and then declined in 2006-07. It is expected to decline again in 2007-08. Industrial

cheese production is continuing to grow. The major cheese producing regions are Europe

and North America and both areas are expected to have a faster growth rate. The

production of condensed and evaporated milks is subject to a declining trend for many

years in the developed market. It has been replaced by many other dairy products,

especially liquid milks of UHT type, coffee cream and coffee whitener including some of

the non-dairy origin. World trade in dairy products after a period of relative stagnation,

started recovery in the second half of 2006-07 and it continued in the first half of 2007-

08. The recovery is due to prosperity resulting from economic demand. However, the

bullish price situation is not likely to continue long and would level down. Export of

butter and butter-oil recovered in 2006-07 and this recovery continued in early 2007-08.

The total volume of the world trade in cheese has accelerated and this trend is likely to

continue in the year 2008.

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The outlook for the trade in dairy commodities for 2007-08 appears bright.

However, since the new market equilibrium, in respect of prices has to be found, the

question is whether international trade in dairy products will continue its growth in 2007-

08 at the same momentum as in previous years. Because of the price situation in 2007-08,

one may ask whether demand can follow the expected trends, but it would be premature

to expect stagnation in the trade. In established markets, the potential for demand to

reduce slightly can release the additional supplies, which are needed to maintain the

growth of trade.

3.1.2 Indian Dairy Industry:

Indias dairy sector is expected to triple its production in the next 10 years in

veiw of expanding potential for export to Europe and the West. Moreover with WTO

regulations expected to come into force in coming years all the developed countries which

are among big exporters today would have to withdraw the support and subsidy to their

domestic milk product sector. Also India today is the lowest cost producer of per litre of

milk in the world, at 27 cents, compared with the US 63 cent. Also to take advantage of

this lowest cost of milk production and increasing production in the country.

Multinational companies are planning to expand their activities here. Some of those milk

producers have already obtained quality standard certificates from the authorities. This

will help them in marketing their products in foreign countries in processed form.

The urban market for milk products is expected to grow at an accelerated pace of

around 33% per annum to around Rs.83, 500 crore by year 2010. This growth is going to

come from the greater emphasis on the processed food sector and also by increase in the

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conversation of milk into milk products. By 2010, the value of Indian dairy produce is

expected to be Rs 10, 00,000 million. Presently the market is valued at around Rs7,

00,000mn.

3.1.3 Co Operative Unions:

Backward integration of the process led the cooperatives to advances in animal

husbandry and veterinary practice. The system succeeded mainly because it provides an

assured market at remunerative prices for producers' milk besides acting as a channel to

market the production enhancement package. What's more, it does not disturb the agro-

system of the farmers. It also enables the consumer an access to high quality milk and

milk products. Contrary to the traditional system, when the profit of the business was

cornered by the middlemen, the system ensured that the profit goes to the participants for

their socio-economic upliftment and common good.

Recently the Indian cooperative movement got a much needed facelift. With

competition snapping at its heels, the sector which has been governed by arcane laws until

the recent past will see a special provision inserted in the companies Act, 1956. All the

cooperative unions will be rechristened cooperative companies; they will come under the

purview of the registrar of companies, instead of the registrar of cooperatives.

Dairy cooperatives account for the major share of processed liquid milk marketed in

the country. Milk is processed and marketed by 170 milk producers cooperative unions,

which federate into 15 state co-operative milk marketing federations.

The dairy board's programmes and activities seek to strengthen the functioning of dairy

cooperatives, as producer-owned and controlled organizations. NDDB supports the

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development of dairy co-operatives by providing them financial assistance and technical

expertise, ensuring a better future for India's farmers.

Over the years, brands created by cooperatives have become synonymous with quality

and value. Brands like AMUL (GCMMF), Vijaya (AP), Verka (Punjab), Saras

(Rajasthan). Nandini (Karnataka), Milma (Kerala) and Gokul (Kolhapur) are among those

that have earned customer confidence.

-:Some of the major dairy cooperative federations include:-

Andhra Pradesh Dairy Development Co-operative Federation Ltd (APDDCF)

Bihar State Co-operative Milk Producers Federation Ltd (COMPFED)

Gujarat co-operative Milk Marketing Federation Ltd (GCMMF)

Haryana Dairy Development Cooperative Federation Ltd. (HDDCF)

Himachal Pradesh State Cooperative Milk Producers Federation Ltd (HPSCMPF)

Karnataka Cooperative Milk Producers Federation Ltd (KMF)

Kerala State Cooperative Milk Marketing Federation Ltd (KCMMF)

Madhya Pradesh State Cooperative Dairy Federation Ltd (MPCDF)

Maharashtra Rajya Sahkari Maryadit Dugdh Mahasangh (Mahasangh)

Orissa State Cooperative Milk Producers Federation Ltd (OMFED)

Pradeshik Cooperative Dairy Federation Ltd (UP) (PCDF)

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Punjab State Cooperative Milk Producers Federation Ltd (MILKFED)

Rajasthan Cooperative Dairy Federation Ltd (RCDF)

Tamilnadu Cooperative Milk Producers Federation Ltd (TCMPF)

3.1.4 The Dairy Cooperative Network

Includes 170 milk unions

Operates in over 338 districts

Covers nearly 1,08574 village level societies

Is owned by nearly 12 million farmer members.

Apart from making India self sufficient in milk, these dairy co-operatives have

established our country as the largest milk-producing nation in the world.

3.2 The Organization:

3.2.1 Introduction & History:

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In the year 1946 the first milk union was established. This union was started with

250 liters of milk per day. In the year 1955 AMUL was established. In the year 1946 the

union was known as KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS

UNION. This union selected the brand name AMUL in 1955. The brand name AMUL

means AMULYA. This word derived form the Sanskrit word AMULYA which

means PRICELESS. A quality control expert in Anand had suggested the brand name

AMUL. AMUL products have been in use in millions of homes since 1946. AMUL

Butter, AMUL Milk Powder, AMUL Ghee, AMULspray, AMUL Cheese, AMUL

Chocolates AMUL Shrikhand, AMUL Ice cream, NutrAMUL, AMUL Milk and

AMULya have made AMUL a leading food brand in India. (The total sale is Rs. 6 billion

in 2005). Today AMUL is a symbol of many things like of the high-quality products sold

at reasonable prices, of the genesis of a vast co-operative network, of the triumph of

indigenous technology, of the marketing savvy of a farmers' organization. And have a

proven model for dairy development (Generally known as ANAND PATTERN). In the

early 40s, the main sources of earning for the farmers of Kaira district were farming and

selling of milk. That time there was high demand for milk in Bombay. The main supplier

of the milk was Polson dairy limited, which was a privately owned company and held

monopoly over the supply of milk at Bombay from the Kaira district. This system leads to

exploitation of poor and illiterates farmers by the private traders. The traders used to

beside the prices of milk and the farmers were forced to accept it without uttering a single

word. However, when the exploitation became intolerable, the farmers were frustrated.

They collectively appealed to Sardar Vallabhbhai Patel, who was a leading activist in the

freedom movement. Sardar Patel advised the farmers to sell the milk on their own by

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establishing a cooperative union, Instead of supplying milk to private traders. Sardar Patel

sent the farmers to Shri Morarji Desai in order to gain his co-operation and help. Shri

Desai held a meeting at Samarkha village near Anand, on 4th January 1946. He advised

the farmers to form a society for collection of the milk.

These village societies would collect the milk themselves and would decide the prices at

which they can sell the milk. The district union was also form to collect the milk fromsuch village co-operative societies and to sell them. It was also resolved that the

Government should be asked to buy milk from the union. However, the govt. did not

seem to help farmers by any means. It gave the negative response by turning down the

demand for the milk. To respond to this action of govt., the farmers of Kaira district went

on a milk strike. For 15 whole days not a single drop of milk was sold to the traders. As a

result the Bombay milk scheme was severely affected. The milk commissioner of

Bombay then visited ANAND to assess the situation. Having seemed the condition, he

decided to fulfill the farmers demand. Thus their cooperative unions were forced at the

village and district level to collect and sell milk on a cooperative basis, without the

intervention of Government. Mr. Verghese Kurien showed main interest in establishing

union who was supported by Shri Tribhuvandas Patel who lead the farmers in forming the

Cooperative unions at the village level. The Kaira district milk producers union was thus

established in ANAND and was registered formally on 14th December 1946. Since

farmers sold all the milk in Anand through a co-operative union, it was commonly

resolved to sell the milk under the brand name AMUL.

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At the initial stage only 250 liters of milk was collected every day. But with the

growing awareness of the benefits of the cooperativeness, the collection of milk

increased. Today AMUL collect 11 lakhs liters of milk every day. Since milk was a

perishable commodity it becomes difficult to preserve milk for a longer period. Besides

when the milk was to be collected from the far places, there was a fear of spoiling of milk.

To overcome this problem the union thought out to develop the chilling unit at various

junctions, which would collect the milk and could chill it, so as to preserve it for a longer

period. Thus, today AMUL has more than 150 chilling centers in various villages. Milk is

collected from almost 1073 societies. With the financial help from UNICEF, assistance

from the govt. of New Zealand under the Colombo plan, of Rs. 50 millions for factory to

manufacture milk powder and butter was planned. Dr.Rajendra Prasad, the president of

India laid the foundation on November 15, 1954. Shri Pandit Jawaharlal Nehru, the prime

minister of India declared it open at AMUL dairy on November 20, 1955.

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3.2.2 AMULs Secret of Success:

The system succeeded mainly because it provides an assured market at remunerative

prices for producers' milk besides acting as a channel to market the production

enhancement package. What's more, it does not disturb the agro-system of the farmers. It

also enables the consumer an access to high quality milk and milk products. Contrary to

the traditional system, when the profit of the business was cornered by the middlemen, the

system ensured that the profit goes to the participants for their socio-economic upliftment

and common good. Looking back on the path traversed by AMUL, the following features

make it a pattern and model for emulation elsewhere.

AMUL has been able to:

Produce an appropriate blend of the policy makers farmers board of management

and the professionals: each group appreciating its rotes and limitations.

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Bring at the command of the rural milk producers the best of the technology and

harness its fruit for betterment.

Provide a support system to the milk producers without disturbing their agro-

economic systems.

Plough back the profits, by prudent use of men, material and machines, in the

rural sector for the common good and betterment of the member producers.

Even though, growing with time and on scale, it has remained with the smallest

producer members. In that sense, AMUL is an example par excellence, of an

intervention for rural change.

The Union looks after policy formulation, processing and marketing of milk, provision

of technical inputs to enhance milk yield of animals, the artificial insemination service,

veterinary care, better feeds and the like - all through the village societies. Basically the

union and cooperation of people brought AMUL into fame i.e. AMUL (ANAND MILK

UNION LIMITED), a name which suggest THE TASTE OF INDIA AMUL (ANAND

milk union ltd.) is based on four hands, which are coordinated with each other. The actual

meaning of this symbol is co-ordination of four hands of different people by whom this

union is at the top position in Asia.

AMUL LOGO AND ITS IMPORTANCE:

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First hand is

of farmers, without whom the organization would not have existed.

Second hand is of processors, who process the row material (milk) into finished

goods.

Third hand is of marketer, without whom the product would have not reached the

customers.

Fourth hand is of customers, without whom the products would have not carried

on.

3.2.3 GCMMF Overview:

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Gujarat Cooperative Milk Marketing Federation (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. Gujarat

Cooperative Milk Marketing Federation Ltd (GCMMF) is the largest Organization in

FMCG industry engaged in marketing of milk & milk products under the brand names of

AMUL and SAGAR with an annual turnover exceeding Rs 5000 crores. GCMMF is a

unique organization. It's a body created by Farmers, managed by competent professionals

serving a very competitive and challenging consumer market. It is a true testimony of

synergistic national development through the practice of modern management methods.

3.2.4 Vision:

GCMMF will be an outstanding marketing organization, with specialization in marketing

of food and dairy products both fresh and long life with customer focus and IT integrated.

The network would consist of over 100 offices, 7500 stockiest covering at least every

Taluka. Head quarter servicing nearly 10 lakh outlets with a turnover of Rs.10,000 Cr and

serving several co-operatives.

GCMMF shall also create markets for its products in neighboring countries.

3.2.5 Mission:

We at GCMMF endeavor to satisfy the taste and nutritional requirements of the customer

of the world through excellence in the marketing by our committed team. Through co-

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operative networking, we are committed to offering quality product that provides best

value for money.

3.2.6 Organization Structure:

Organization Structure is divided into two parts:

External Organization Structure

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Internal Organization Structure

External Organization Structure:

External Organization Structure is the organization structure that affects the organization

from the outside.

As we know, GCMMF is unit of Gujarat Milk Marketing Federation, which is a co-

operative organization. The villagers of more than 10000 villages of Gujarat are the bases

of this structure. They all make village milk producers union, district level milk producers

union and then a state level marketing federation is established. The structure is line

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relationship, which provides easy way to operation. It also provides better communication

between two stages.

Internal Organization Structure:

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The following is internal organization chart of AMUL:

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3.2.7 OPERATION ANALYSIS:

AMULS only source of raw material is Village Milk societies. Milk is brought from such

village milk societies every morning and evening. This milk is then sent to the dairy plant.

In the dairy plant the milk is processed i.e. it is made free from germs.

Milk Processing:

The entire process of milk can be divided into following steps:

3.2.8 DISTRIBUTION NETWORK:

Consumers expect marketers to deliver products in the locations and forms they

require. To meet expectations of such demanding consumers, alignments of our

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four Distribution Highways of Fresh, Chilled, Frozen and Ambient products were

already made by introducing Project DIL. Subsequently, a major initiative was

taken to enhance distribution network to smaller towns. About 1200 distributors in

small towns across India were added during this initiative. Today about 3000

Distributors ensure availability of our products across India, whether it is in Leh or

Lakshadweep, in Kutch or Arunachal. Simultaneously, to augment fresh milk

distribution in various markets of India, approximately 1400 exclusive Milk

Distributors have been inducted.

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AMUL has the largest cold chain network in India (i.e. 18000 refrigerators) as

compared to any other company. The chemical components of milk are water, SNF

and solids. Milk is very perishable product so it has to be consumed within 24

hours. In

order to avoid wastage AMUL converts the milk in to SNF and milk solids by

evaporating the water, which comprises up to 60-70% of milk contents. This is

possible only if the distribution channel right from the producer to the consumer is

well organized. It will be surprising to know that AMUL makes even the

Sarpanch to eat pizza i.e. it supplies pizzas even to rural market.

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Last year, they divided the retail market into 14 specific segments to achieve

further distribution efficiency. This year our focus was on inducting distributors

having expertise in servicing such specific market segments. This initiative is

yielding results by way of ensuring wider availability of our product range.

The role of distributors in our business process has never been more diverse or

more important, as it is today. As a matter of fact, we consider our Distributor to be

the real Marketing Manager of our organization. To enhance business

performance of our Distributors, a workshop on Marketing and Sales Management

was designed in collaboration with a premier business school. The objective of the

entire initiative was to upgrade the knowledge of our Distributors in terms of

contemporary Business Management Practices, so that they can perform well not

only as our business partner but also as Marketing Managers. During the year, 659

Distributors have undergone this program in 39 locations. Cold Storage is an

extremely essential component in the Federations distribution process.

Unfortunately, availability of efficient cold storage facilities is grossly inadequate

in our country. To cope up with the increasing need of suitable cold stores closer to

our markets, we have continued our Endeavour of creating the Federations own

cold stores this year in various locations across the country. We now own 24 state

of- the art cold rooms of different sizes.

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To get an exposure to our cooperative structure, our culture as well as operational

systems and processes, every year we invite our distributors, major retailers and

other business partners to ANAND, for AMUL Yatra. So far, about 7000

Distributors and other business partners have participated in this AMUL Yatra.

Over recent years, the Federation has successfully introduced new product lines.

This year, in order to leverage their distribution network strengths, to optimize

market supervision expenditures, to achieve increasing efficiency while keeping

the distribution infrastructure lean, focused and productive, the Federation

amalgamated its different distribution networks. Today, they operate an efficient

distribution infrastructure consisting of 46 sales offices, catering to 3,000

distributors and five lac retailers. Almost every Federation stockist has visited

Anand to participate in a unique program called ' AMUL Yatra'. During this

program, stockiest are exposed to the Federation Philosophy, the culture of

Cooperation, as well as operational Systems and Processes. The Federation has

also invited distributor's salesmen from all over the country to ANAND for a

training program focused on the Federation's philosophy and developing their

selling skills.

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3.2.9 competitive advantage:

AMUL has Competitive sustainable advantage (CSA) over its competitors.

AMULS

CSA lies in its procurement part ,the ability to collect 447,000 liters of milk every

day from 2.12 million farmers ,convert them into goods worth Rs 6 crore and

distribute them to 5,00,000 retailers across country ,is not easy. No other dairy in

India has such a sustainable procurement network.

Managing the large scale supply chain of AMUL which begins from milk producer

and ends with supply to customer from retailer is very critical job. It requires lot of

dedication and hard work from all members of the corporation and also distributors

and retailers across country.

The key to retaining their competitive advantage lies in keeping focused on the

basic business principles:

Be Customer-Driven

Adapt quickly to the changing environment.

Anticipate change and act today to meet tomorrow's challenges.

The Federation has invested substantially over the last few years in improving

the quality of its products and services, keeping in mind the emerging challenges of

globalization. In recognition of its achievements in Quality Management

Initiatives.

Their core business is marketing branded food products to household

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consumers. Their success has been grounded in two strengths :-

o Distribution network, serving more than five lac retail outlets.

o Superior product quality - 'Value for money'

The key to maintaining these two competitive advantages rests on their ability to

attract and retain the very best manpower. In this age of intensive competition, only

dedicated and committed professionals can successfully manage their business.

3.2.10 AMUL'S Umbrella Branding:

An umbrella brand is a brand that covers diverse kinds of products which are more

or less related. It applies also to any company that is identified only by its brand

and history. It is contrasted with individual branding in which each production a

portfolio is given a unique identity and brand name.

AMUL has high brand equity and umbrella branding of AMUL has helped the

company in bigger sense. AMULSS brand name has helped its other brands also

like Mitahi made, AMUL Ice creams, chocolates, AMUL Kool etc. So umbrella

Brand, AMUL is used to build and offer value to customers in bigger sense. In

literal sense, a company has high brand equity if it has multi dimensions. AMUL

has explored various available opportunities to reach to mass customers. It has

opened a community on public forums like orkut, sponsored events like AMUL

voice of India etc. The brand value of AMUL will surely help company to maintain

the status of largest food brand in India at least for sometime in future.

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AMULs strategy of using umbrella branding has really paid off. AMULs

advertising and marketing spend has never exceeded 1% of its revenues.

AMULs creativesin the form of billboards or the Taste of India campaign

have always managed to evoke a larger-than-life brand feel, consistency and spirit

of Indian culture in a contemporary way.

3.2.11 Advertising by AMUL:

AMUL has two agencies that look after its entire range of products namely FCB Ulka and

Da Cunha. FCB Ulka looks after a broad range of products namely, AMUL Lite

Breadspread, AMUL Shrikhand, AMUL Chocolates, AMUL Paneer, AMUL SnowCap

Softy Mix Ice cream, AMUL/Sagar Ghee, AMUL Infant Milk Formula 1 & 2, Sagar Tea

and Coffee whitener, AMUL Spray Infant Milk Food, AMUL Mithaee, AMUL Gulab

Jamun, amulya Dairy Whitener, Mithaimate Sweetened Condensed Milk, AMUL Ice

cream, Sagar Skimmed Milk Powder and AMUL Whole milk Powder. Da Cunha looks

after the AMUL butter. Da Cunha also prepares the very popular AMUL butter billboard

campaigns, which we see at various locations. Over and above the AMUL butter, Da

Cunha also looks after the AMUL Cheese, Cheese spread, Gouda Cheese, Emmental

Cheese, Masti Dahi and Buttermilk, AMUL Slim-n-Trim, AMUL Taaza and AMUL Gold

(all different brands of milk), AMUL Fresh Cream, AMUL Chocolate Milk, AMUL Fresh

Milk and Nutramul. FCB Ulka also looks after the corporate campaign.

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3.2.12 sales turnover:

Sales turnover of GCMMF from 1994 to 2009:-

Besides India, AMUL has entered overseas markets such as Mauritius, UAE, USA,

Bangladesh, Australia, China, Singapore, Hong Kong and a few South African nations.

Other Potential markets being considered include Sri Lanka.

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3.2.13 some facts:

Members: 13 district cooperative milk producers' Union

No. of Producer Members: 2.79 million

No. of Village Societies: 13,328

Total Milk handling capacity: 11.22 million liters per day

Milk collection (Total - 2008-09): 3.05 billion liters

Milk collection (Daily Average 2008-09): 8.4 million liters

Milk Drying Capacity: 626 Mts. per day

Cattle feed manufacturing Capacity: 3500 Mts. per day

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3.2.14. Achievement & Awards:

AMUL: Asias largest dairy co-operative was created way back in1946 to make the milk

producer self-reliant and conduct milk- business with pride. AMUL has always been the

trend setter in bringing and adapting the most modern technology to door steps to rural

farmers.

AMUL created history in following areas:

First self motivated and autonomous farmers organization comprising of more

than 5000000 marginal milk producers of Kaira District.

Created Dairy co-operatives at village level functioning with milk collection

centers owned by them.

Computerized milk collection system with electronic scale and computerized

accounting system.

The first and only organization in world to get ISO 9000 standard for its farmers

co-operatives.

First to produce milk from powder from surplus milk. AMUL is the live example

of how cooperation

amongst the poor marginal farmers can provide means for the socio-economic

development of the under privileged marginal farmers.

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AWARDS:-

AMUL a co-operative society and its co-operation has led many different

awards in its favor.

Magsaysay award for community leadership presented in

manila.

Philippines to Shri Tribhuvandas Patel, Shri D N Khurody

and Shri V. Kurien

1964: Padmabhusan award given to Shri T.K. Patel

1965: Padmshri awarded was given to V. Kurien, general manager, by

the president of India.

1987: Best Productivity awarded by national productivity council for the

year 1985-86 awarded to AMUL dairy.

1988: Best Productivity awarded for the second successive year 1986-87

by the president of India, Mr. R. Venkatrao to kaira union.

1993: ICA Memenoto towards genuine and self sustaining cooperative

worldwide ICA regional office for Asia and pacific, New Delhi, 1996.

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1999: G.B.Birla award. Moreover the AMUL union has achieved the

prestigious ISO 9001-2000 and HACCP Certificate and effects are got to

obtain ISO 14000.

1999: Best of All" Rajiv Gandhi National Quality Award for the year,

2003: The Gujarat Co-operative Milk Marketing Federation Ltd. has

emerged as the top scorer in the service category of the prestigious IMC

Ramkrishna Bajaj National Quality Award.

2006-07: GCMMF has bagged award for excellent performance in exports

of dairy products from Agricultural and Processed Food Exports

Development Authority (APEDA).

2007: AMUL Pro-Biotic Ice-cream Gets No. 1 Award At World Dairy

Summit.

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3.3 List of products marketed:

Bread spreads

o AMUL Butter

o AMUL Lite Low Fat Bread spread

o AMUL Cooking Butter

Cheese Range:

o AMUL Pasteurized Processed Cheddar Cheese

o AMUL Processed Cheese Spread

o AMUL Pizza (Mozarella) Cheese

o AMUL Shredded Pizza Cheese

o AMUL Emmental Cheese

o AMUL Gouda Cheese

o AMUL Malai Paneer (cottage cheese), Frozen, Refrigerated and Tinned

o Utterly Delicious Pizza

Mithaee Range (Ethnic sweets):

o AMUL Shrikhand (Mango, Saffron, Almond Pistachio, Cardamom)

o AMUL Amrakhand

o AMUL Mithaee Gulabjamuns

o AMUL Mithaee Gulabjamun Mix

o AMUL Mithaee Kulfi Mix

o Avsar Ladoos

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Pure Ghee;

o AMUL Pure Ghee

o Sagar Pure Ghee

o AMUL Cow Ghee

UHT Milk Range:

o AMUL Shakti 3% fat Milk

o AMUL Taaza 1.5% fat Milk

o AMUL Gold 4.5% fat Milk

o AMUL Lite Slim-n-Trim Milk 0% fat milk

o AMUL Shakti Toned Milk

o AMUL Fresh Cream

o AMUL Snowcap Softy Mix

Infant Milk Range

o AMUL Infant Milk Formula 1 (0-6 months)

o AMUL Infant Milk Formula 2 (6 months above)

o AMULspray Infant Milk Food

Milk Powders

o AMUL Full Cream Milk Powder

o AMULya Dairy Whitener

o Sagar Skimmed Milk Powder

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o Sagar Tea and Coffee Whitener

Fresh Milk

o AMUL Taaza Toned Milk 3% fat

o AMUL Gold Full Cream Milk 6% fat

o AMUL Shakti Standardized Milk 4.5% fat

o AMUL Slim & Trim Double Toned Milk 1.5% fat

o AMUL Saathi Skimmed Milk 0% fat

o AMUL Cow Milk

Curd Products:

o Yogi Sweetened Flavored Dahi (Dessert)

o AMUL Masti Dahi (fresh curd)

o

AMUL Butter Milk

o AMUL Lassee

AMUL Ice creams

o Royal Treat Range (Rajbhog, Cappuchino, Chocochips, Butterscotch,

Tutti Frutti)

o Nut-o-Mania Range (Kaju Drakshi, Kesar Pista, Roasted Almond, Kesar

Carnival, Badshahi Badam Kulfi, Shista Pista Kulfi)

o Utsav Range (Anjir, Roasted Almond)

o Simply Delicious Range (Vanilla, Strawberry, Pineapple, Rose,

Chocolate)

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o Nature's Treat (Alphanso Mango, Fresh Litchi, Anjir, Fresh Strawberry,

BlackCurrant)

o Sundae Range (Mango, Black Currant, Chocolate, Strawberry)

o Millennium Ice cream (Cheese with Almonds, Dates with Honey)

o Milk Bars (Chocobar, Mango Dolly, Raspberry Dolly, Shahi Badam

Kulfi, Shahi

Pista Kulfi, Mawa Malai Kulfi, Green Pista Kulfi)

o Cool Candies (Orange, Mango)

o Cassatta

o Tricone Cones (Butterscotch, Chocolate)

o Megabite Almond Cone

o Frostik - 3 layer chocolate Bar

o Fundoo Range - exclusively for kids

o SlimScoop Fat Free Frozen Dessert (Vanilla, Banana, Mango,

Pineapple)

o Health Isabcool

Chocolate & Confectionery

o AMUL Milk Chocolate

o AMUL Fruit & Nut Chocolate

Brown Beverage

o NUTRAMUL Malted Milk Food

Milk Drink

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o AMUL Kool Flavoured Milk

Health Beverage

o AMUL Shakti White Milk Food

Ready to Serve Soups

o Masti Tomato Soup

o

Masti Hot & Sour Soup

Recently launched

o AMUL Ganthiya

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OBJECTIVE

&SCOPE

OF THE STUDY

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4.1 Objectives of the project:

Primary objective:

Main objective of the study was to check the feasibility for the PM supply of AMUL milk.

in the study my intention was to visit the retailers of AMUL milk and to know their view

about PM supply of AMUL milk and to explain them the benefits of this supply scheme.

how this scheme can help them to improve their stocking capacity, how this will facilitates

effective utilization of the electricity and how pm supply can results into the increase of

sales.

Secondary objective: along with checking the feasibility for pm supply we also

concentrated on the following things while carrying out our research work.

To know the retailers opinion abt daily supply of AMUL milk.

To identify the refrigeration capacity of the retailers.

To get the information about the sales figure of AMUL milk and other brands up

to 1pm and after 1pm. to know if there is any kind of shortage of AMUL milk

,retailer face in evening time

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To know the shelf presence of the all AMUL products in the retailers shop

To study the benefits offered by competitor of AMUL milk in the market

4.2 Scope of the project:

the study carried out in Mira road and Bhayendar region, thus the scope of the study is

mainly limited two these two cities.

It gives the quantity of milk distributed daily in the selected area.

It gives the information about the service given by distributors to the retailers.

It gives information about the competitors products.

It provides suggestions to the company to improve their products sales.

It helps to collect the opinions of retailers about the AMUL milk

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RESEARCH

METHODOLOGY

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5.1 Research methodology:

The research was conducted from 5th May to 30th June 2010 .The research include

meetings With the retailers,It included preparation of the questionnaire to be answered by

above people for knowing the competitive position of AMUL in the milk market. The

views of the retailers were recorded in the research as per the questionnaire set by us.

5.1.1 Type of research: The research carried out was customized and quantitative

A customized research is generally done for a particular company, it is not continuous

research, the data collected in such research is cannot be shared with other companies,

research is carried out by keeping certain objective in mind.

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Quantitative research includes research carried out with more than 50 respondents. This

type of research is generally used to draw conclusion, to test a specific hypothesis. This

method uses random sampling techniques so as to infer from the sample to the population.

5.1.2 Research instrument:

Research instrument used was the questionnaire which was formulated by team of

summer trainees of which I was a part. After preparing the questionnaire we waited for

approval to the questionnaire from higher authorities and after we got approval we started

our fieldwork in the selected areas.

Questionnaire included both open ended and closed ended questions .the questions

were arranged in the logical sequence. start of the questionnaire included the personal

information about retailers e.g. address, contact no, type of store etc

5.1.3 Sample design:

Sample size: 187 retailers

Sampling technique: our research had non probability type of sample design, which

is deliberate, purposive and judgment type of sampling technique.

Sampling methods:

Cluster sampling divide a big area into small non-overlapping areas and

randomly select a number of these

Area sampling if clusters are geographic subdivisions it is called area

sampling

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5.1.6 Method of survey:

It is direct form of investigation, involving face-to-face communication with free

feedback information. It offers a sense of participation. It is more flexible form of data

collection. Use of unstructured , open-end questions is possible. Rate of refusal is low.

Depth interview is possible. Complex questions can be asked. The interview can have

questions to secure more information. Observation approach can be combined to verify

age, income, status, standard information. Visual aids in the form of catalogues samples

etc. can be used to get views, opinions, and attitudes of responder

5.2 Product for Which Survey Was Conducted:-

*Every 100 parts of SNF (Solids Not Fat) contains 56 parts of carbohydrates, 34 parts of

protein and 9 parts of minerals.

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Special Features:

AMUL Milk is the most hygienic liquid milk available in the market. It is pasteurized in

stateof- the-art processing plants and pouch-packed to make it conveniently available to

consumers.

Product Specification:

AMUL milk meets the PFA standards for the respective type of milk.

Pricing of the Milk (For 500ml pouch)

AMUL Gold:

Price to distributor : Rs. 32.27

Price to Retailer : Rs32.80

MRP : RS.34.00

AMUL Taaza:

Price to distributor : Rs 23.65

Price to Retailer : Rs 24.25

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MRP : RS.25.00

5.3. 1. Areas of operation:

Bhayender (east): Jaisal park, RNP park, talao road, Navghar road, kasturi park,

Navghar village, Sai baba nagar

Bhayender (west): Cross garden, Shanti nagar, Uttan road, Geeta nagar, Phatak road,

Shiv sena galli, 60ft road,90 ft road.

Mira road: Naya nagar, Bharati park, Shital nagar, Shanti nagar,nupur palace

5.3.2 How the survey was conducted?

While approaching the retail outlets during our survey we kept following things in

Mind:

What type of shop it is?(dairy, general store, ice-cream parlor, AMUL preferred

outlet, bakery)

Does it stock AMUL milk?

What are the other milk brands he stocks?

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Does he stocks AMUL dairy products and Ice-cream?

Is he satisfied with the distribution of AMUL milk and other AMUL dairy

products?

What problem he face while stocking AMUL milk?

Is he ready to take PM supply of milk?

His general opinion about the PM supply.

What are the benefits offered to them by other milk brands?

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DATA PROCESSINNG

&ANALYSIS

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BHAYENDER (EAST)Q.1.B) Type of products retailers stock in their shop.

Q.3) presence of AMULs products in retailers shop.

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Q.5) Refrigeration capacity of retailers.

Q.9) data about quantity stocked and sales beakup.

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Q.10) retailers facing shortage of milk in evening time.

Q.11) Retailers ready for PM supply.

Q.14) possible impact of PM supply, according to retailers.

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Q.15) Other popular brands apart from AMUL.

BHAYENDER (WEST)

Q.1.B) Type of products retailers stock in their shop.

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Q.9) QUANTITY STOCKED AND SALES BEAKUP.

Q.10) retailers facing shortage of milk in evening time.

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Q.14) possible impact of PM supply, according to retailers.

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Q.15) Other popular brands apart from AMUL.

MIRA ROAD

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Q.1.B) Type of products retailers stock in their shop.



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Q.9) QUANTITY STOCKED AND SALES BEAKUP.

Q.10) RETAILERS FACING SHORTAGE OF MILK IN EVENING TIME.

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Q.14) POSSIBLE IMPACT OF PM SUPPLY, ACCORDING TO RETAILERS.

Q.15) OTHER POPULAR BRANDS APART FROM AMUL.

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OBSERAVATIONS,

FINDINGS&

LIMITATIONS

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OBSERVATIONS & FINDINGS:

AMUL milk has leadership position in both mira road and bhayender market.

Majority of the retailers stock AMUL milks

Most of the retailers sell AMUL milk at prize which is higher than MRP than

Rs.1. the reason behind this is that retailers complain that the margin they are

getting from company is very less so in order to cover their other

overheads(cooling expenses, labor charge etc.) they have to charge higher.

Most of the retailers say that they dont get any kind of scheme from company, if

company provides any scheme, distributer take advantage of such schemes.

In Mira road area I have observed in some places distributer supplies stock to

retailers at the prize of RS.24.50 which according to company rule should have

been Rs.24.25.

Retailers stock milk in morning according to their demand for whole day, and in

case if they face shortage they purchase additional stock from distributors outlet

or other wholesaler.

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Retailers have to register their stock order at retailers before evening which is little

bit inconvenient for them, if they get the option of registering stock order in

night ,there may be the possible chances of increased in the volume.

As retailer dont get much margin by selling AMUL milk, most of the time if there

is shortage of AMUL milk and if customer comes they often sales them other

brands in order to clear the stock of other milk brands. in such a case if customer

develops a taste for other brands ,it could result in decrease in demand.

Mother dairy has noticeable presence in mira road region and it offers many

scheme to penetrate the market. It also provides the option of replacement of

milk to retailers.

Loose milk is also popular in Bhayendar region.

Morning distribution of AMUL milk is very efficient and on time.

AMUL milk has high awareness and high popularity in consumers and it is mainly

because of its taste and it doesnt get spoiled very soon.

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one thing I noticed that, most of the retailers like general store owner, bakery

owner who has low refrigeration capacity are excited about PM supply scheme

and they are ready to take stock during pm supply, but on the other hand they are

also doubtful that if supply would be on time or not, their main fear is that if

they cut down their morning time stock by relying on PM supply and if supply

doesnt come then they might lose business.

Those who are not ready for PM supply as of now are waiting for its get started and

depending on supply efficiency they will start taking it slowly.

There is definite chance of growth in sales in both region if PM supply gets started.

Among all AMUL dairy products AMUL butter,AMUL cheese,AMUL buttermilk,

AMUL masti curd has higher market penetration, but most of the retailer

complains that frequency of supply should be increased.

AMUL ice-cream has very poor market share in both Mira road and bhayendar

region, ice cream market is dominated by quality walls, many domestic players

I had observed many retailers are interested in kepping AMUL Ice-cream,but they

complains that distribution is poor.

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LIMITATIONS OF THE STUDY

The survey is limited only bhayendar(west),bhayendar(east) and Mira road region.

Time period of the project was 8 weeks, which may not be enough to understand

the whole market.

Convenient sampling was used as the mode of conducting the research.

The sample size of the taken was small, therefore it can be said that the chosen

sample is not the representative of the whole population and this hindered

quantitative research.

The psychology and temperament of a respondent play a significant role. Some

Respondents are more sensitive as against others who are more tolerant. A change

in the composition of the respondents can affect the answers adversely or

favorably.

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Respondents may not have been true in answering various questions and may be

biased to certain other questions.

The questionnaire mostly contained multiple choice questions, therefore many

respondents did not give a proper thought before up the questions, and some even

ticked things, which were not applicable. Therefore, all this increased the bias.

The sample size of Retailers / Wholesalers was very small and therefore response

from them does not reflect the exact view because they may to biased.

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CONCLUSIONS,

SUGGESTIONS

&

RECOMMENDATIONS

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CONCLUSIONS:

AMUL milk has very dominating position in milk market as compare to other

competitors.

AMUL milk has trustable brand image in consumers.

Retailers are happy about the quality and the supply of AMUL milk but they are

not happy with the margins they get from company.

Many retailers are interested in stocking AMUL Ice-cream.

The response for pm supply of milk is mixed, most of the retailers who refused for

pm supply is because of fear that if they cut down their morning supply of one

distributor and accepts the pm supply from other distributor, this can harm their

healthy relationship with morning time distributor and this may results into

irregularity of supply.

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Morning time distributors are against this scheme main reason behind this are

They cant supply milk two times in a day as it would be exhausting

for them and also results into increased expenses of labor and

transportations.

And if other distributor starts PM supply in their supply ,then morning

demand of milk from retailer will reduced to some extent and this will

results into loss of business for them.

Before starting PM Supply Company must take distributors into confidence.

Mother dairy is aggressively trying to penetrate into these two markets by

providing various schemes and replacement options to retailers.

If PM supply of milk is implemented efficiently and without hurting anyones

business interest then it will definitely results into the increase in sale of AMUL

milk.

Most of the consumers are buying AMUL taza milk only, very few consumer buys

AMUL gold.

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Apart from AMUL butter and cheese, the supply of other AMULS dairy products

is not much satisfactory

SUGGESTIONS & RECOMMENDATIONS:

The Milk products market has reached Maturity stage in India large no. of Co-operatives

having a variety of product range has entered the market, thus there is one way for

AMUL to sustain their milk business in the market by delivering outstanding

satisfaction to their retailers, so that they can take interest in selling of AMUL milk

products. This can be done as follows:

While starting PM supply existing distributors must be taken into

confidence this is because AMUL milks distribution is dependent on efficient

network of its networks if it fidgets with their interest then this may result

into the Mismanagement of supply.

Provide reasonable Margin to retailers as compared to competitors, this motivates

them to promote companys milk and milk products.

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If not margin then company must come up with some promotional offers and

schemes for retailers.

Incentives & schemes should be given to the retailers and some scrutiny should be

follow to check the scheme get being communicated properly by distributors or

sales person.

Company must monitor the supply of milk from distributor so that they will not

charge extra from retailers against the prize set by company.

Improve delivery schedule to provide products on time for the retailers about who

claimed that AMUL Dairy products and ice-cream is not available to them on time.

Do not change distributor frequently, because he is the only person who act as a

connecting link between company and retailers.

Do not place more than one distributor in same market area.

Try to minimize bank deposits for APO, which help to retailer think to start.

Company should take care of retailers by solving their problems and should call

back by appointing separate company representatives.

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Timely visit should be given to the retail shops.

company must promote their other milk brand ssuch as AMUL gold,AMUL cow

milk, AMUL toned milk so that it will create awareness in customers about these

products, as of now AMUL taza has the highest awareness in consumers

BIBLIOGRAPHY

AND

WEBLIOGRAPHY

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Books:

Marketing Management (12th Edition) Philip Kotlar Research Methodology C. R. Kothari

Websites:

www.google.co.in

www.wikipedia.com

www.AMUL.com.

www.marketresearch.com

www.dairy.com

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ANNEXURE

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QUESTIONNAIRE FOR RETAILERS

SHOP NAME:

_________________________________________________________

AREA:

_________________________________________________________

ADDRESS:_________________________________________________________

Contact NO. _______________________

TYPE OF OUTLET:

_________________________________________________________

1. Do you sell milk?

o YES (continue from question no.1.B)

o No (go to question nos. 1.A, 1.B, 3, 5, 11, 12)

1. A) if no please mention the reason

_______________________________________________________________

1. B) Which products do you keep in your shop?(other than milk)

Ice cream

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Cold-drinks.

Dairy products.

Chocolates.

others: _________________________________

2. How long have you been into the MILK business?o Less than 1 Yearo 1-3 yearso More than 3 years.

3. Do you keep AMULs products?

o Yes

o No

A. If yes name the products__________________________________________________________________

B. If no mention the reason

As distributor has still not approached you

Customers do not buy this product

You feel that this product will not sell

You do not get regular supply/service

Other reasons

__________________________________________________________

4. What time do you receive supply of AMUL milk?

___________________________

5. What is your refrigeration capacity?

___________________________________________________________

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6. How much quantity do you stock milk in morning supply?

a. AMUL milk : ___________________

b. Other brands: ___________________

7. Which of the following constraints influence your decision whilestocking AMUL milk?

Refrigeration capacity

Demand

Electricity

Others

____________________________________________________________

_

8. By what time does the stock gets sold?

a) AMUL milk : _______________

b) other brands: ________________

9. Sales breakup:

For AMUL milk for other brands

a. Up to 1 pm _________________ Up to 1 pm _________________

b. After 1 pm _________________ After 1 pm _________________

10.Do you reject any demand of AMUL milk due to shortage of stock in evening?

o Yes

o No

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11. Would you subscribe for pm supply?

o Yes

o No

12. If yes,

a. How would you break up your stock (order)?

o AM supply _______________________

o PM supply _______________________

b. What time you suggest the supply should be provided?

________________

13. Is there any other brand which is providing pm supply of milk? If yes, then please

mention it.

o

Yes. _______________________________

o No

14. according to you what could be the impacts of pm supply

Increase in stocking capacity

Increase in sale

Effective utilization of electricity

No significant impact on any factor

Others:________________________________________________________

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15. Which is the other most popular brand at your shop?

___________________________________________________________

16. Which are the benefits offered by other brands?

________________________________________________________________

Amul Report Final_chetan

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