Amul s Project Final Project

Click here to load reader

  • date post

  • Category


  • view

  • download


Embed Size (px)



Transcript of Amul s Project Final Project

Institutional review for Amuls Fresh Dairy Products in Western line and South Mumbai.Submitted ByABHIJEET KAMDIMMSRoll No. 21


Prof. Dr. SUNITA SRIVASTAVAA PROJECT SUBMITTED under part completion of MMS to

Chetanas R. K. Institute of Management & Research

Bandra (East), Mumbai 400 051.

July, 2013ACKNOWLEDGEMENTIt is my great privilege to acknowledge and remain indebted to the people who by their rich and varied contribution have helped me in understanding the various aspects included in my project. The successful completion of the project would be incomplete without the mention of the people who made it possible.

I would like to thank and express my deep sense of gratitude to my Faculty Guide Prof. Dr. Sunita Srivastava. I am greatly indebted to her for providing me with her precious guidance,valuable suggestions, without which it would have not been possible to complete the project. I would also like to thank my Project Guide Mr. Sameer Nagle who in spite of his busy schedule has co-operated with me continuously and indeed, his valuable contribution and guidance have been certainly indispensable for my project work. I would also like to thank all respondents, and the dealers, who spared their valuable time and enriched me with valuable information.Last but not the least;I heartily thanks to my colleagues and friends who helped a lot during project work. Abhijeet KamdiCERTIFICATE

This is to certify that the project presented by Mr.AbhijeetKamdi to the Chetanas Ramprasad KhandelwalInstitute Of Management And Research in part completion of the Master of Management Studies under the title Institutional review for Amuls fresh dairy products in Western line and South Mumbai.has been done under the guidance of Prof. Dr. SunitaSrivastava.

The project is in the nature of original work that has not so far been submitted for any Degree of any other University/Institute. References of work and related sources of information have been given at the end of each chapter.

Signature of the Guide Signature of the Director

Prof. Dr. SunitaSrivastavaProf. Dr. Jayshree Bhakay

EXECUTIVE SUMMARY:The objective of the project aimed at promoting Amuls Fresh Dairy Products(Fresh Paneer, Dahi, and Flavoured Yoghurt) in Institutes.Hence, it has become imperative to find out average daily consumption of these products and who are the existing competitors of Amul in this product line. In order to execute the same, initial activities included visiting the 3 star, 5 star Hotels.And I (in association with colleague) conducted Market Research in Institution Segment. Aim was to study B2B marketing and analyze ways to improve Amuls sale in this segment.

This Research includes interviewing Purchase Managers and Chef of hotels.

The Interview Questions were designed to extract information about the following

Purchasing Pattern of Institutes.

Consumption of Fresh Dairy Products.

Factors which affects sale of Fresh Dairy Products.

Amuls position in Market against its Competitors.

This helped in arriving at important conclusions that the consumption of Fresh Dairy Productsin Institutions such as Hotels is very large and local dairies and few well-known brands have captured good Market Share. And we promoted Amuls Fresh Dairy Productsand tried to convince them by highlighting the offers and advantages of Amuls product over other competitors products.Opportunity to capitalize on low consumption levels, growing institutional sales challenges, competition with unorganized sector on price and quality all these covers under this project.CONTENTS IndexPage No.

1. Introduction...092. Literature review263. Research Methodology......................................................324. Results &Interpretations.......345. Conclusions....466. Limitations of the project..................................477. Recommendations.................................48Appendix.........50Bibliography.. .52List of Tables

Sr. No.Table No.Page No.

1Table No. 1.110

2Table No. 4.135

3Table No. 4.236

4Table No. 4.337

5Table No. 4.438

6Table No. 4.539

7Table No. 4.640

8Table No. 4.741

9Table No. 4.842

10Table No. 4.943

11Table No. 4.1044

List of Figures

Sr. No.Figure No.Page No.

1Figure 1.111

2Figure 1.215

3Figure 2.130

4Figure 3.132

5Figure 4.135

6Figure 4.236

7Figure 4.337

8Figure 4.438

9Figure 4.539

10Figure 4.640

11Figure 4.741

12Figure 4.842

13Figure 4.943

14Figure 4.1044


1) UHT Milk:- Ultra high Temperature processing milk2) MNC:- Multinational Corporation or Company3) B2B:- Business to business4) NDDB:- National Dairy Development Board5) CII:- Confederation of Indian Industry6) HORECA:- Hotel/ Restaurant/ Catering1. Introduction1.1 Company Profile:Gujarat Co-operative Milk Marketing Federation

Gujarat Co-operative Milk Marketing Federation Ltd (GCMMF) is India's largest food products marketing organization with annual sales turnover of Rs 13,735 crore in the year 2012-2013.It manufactures and markets a wide range of dairy products in India and abroad under the brand names of Amul and Sagar. GCMMF has 19 affiliated dairy plants with a total milk handling capacity of 6.7 million litres per day. The total milk drying capacity is 510 MT per day. GCMMF is also the largest exporter of dairy products from India.It manufactures and markets a wide range of dairy products in India and abroad under the brand names of Amul and Sagar. The product categories are Infant Milk Food, Skimmed Milk Powder, Full Cream Milk Powder, Dairy Whitener, Table Butter, Cheddar Cheese, Mozzarella Cheese, Emmental Cheese, Cheese Spreads, Gouda cheese, Ghee, Sweetened Condensed Milk, Chocolates, Malted Milk Food, Blended Breadspreads, Fresh milk, UHT (Long life) Milk, Ice-cream and ethnic Indian sweets.

GCMMF is the largest exporter of dairy products from India. It exports our products in consumer packs and bulk to USA, Singapore, UAE, Australia, Bahrain, Qatar, Oman, Kuwait, Bangladesh, Madagascar, Yemen, Sri Lanka etc. on a regular basis. It has won 9 awards consecutively from APEDA, Govt of India. Vision: Amuls vision is to provide more and more satisfaction to the farmers, their customers, employees and distributors.Mission: The motivated and dedicated workforce at Amul is committed to produce wholesome and safe food of excellent quality to remain market leader through development of quality management system, state of art technology, innovation and eco-friendly operations to delight customers and milk producer.GCMMF An OverviewYear of Establishment1973

Members17 District Cooperative Milk Producers' Unions (16 Members & 1 Nominal Members)

No. of Producer Members3.18 Million

No. of Village Societies16,914

Total Milk handling capacity per day16.8 Million litres per day

Milk Collection (Total - 2012-13)4.66 billion litres

Milk collection (Daily Average 2012-13)12.7 million litres

Cattlefeed manufacturing Capacity5890 Mts. per day

Sales Turnover -(2012-13)Rs. 13735 Crore (US $ 2.54 Billion)

Source: www.amul.comTable No. 1.1

Figure 1.1 Map of India showing locations of different offices of AmulHISTORY OF AMUL

The birth of Amul at Anand provided the driving force to the cooperative dairy movement in the country. The Kaira District Cooperative Milk Producers Union Limited was registered on December 14, 1946 as a response to exploitation of marginal milk producers by traders or agents of existing dairies in the small town named Anand (in Kaira District of Gujarat). Milk Producers had to travel long distances to deliver milk to the only dairy, the Polson Dairy in Anand. Often milk went sour, as producers had to physically carry the milk in individual containers, especially in the summer season. These agents arbitrarily decided the prices depending on the production and the season. Milk is a commodity that has to be collected twice a day from each cow/buffalo. In winter, the producer was either left with surplus / unsold milk or had to sell it at very low prices. Moreover, the government at that time had given monopoly rights to Polson Dairy (around that time Polson was the most well-known butter brand in the country) to collect milk from Anand and supply it to Bombay city in turn. India ranked nowhere amongst milk producing countries in the world in 1946.

Angered by the unfair and manipulative trade practices, the farmers of Kaira District approached Sardar Vallabhbhai Patel (who later became the first Deputy Prime Minister and Home Minister of free India) under the leadership of the local farmer leader Tribhuvandas Patel. Sardar Patel advised the farmers to form a Cooperative and supply milk directly to the Bombay Milk Scheme.Instead of selling it to Polson (who did the same, but gave low prices to the producers), He sent Morarji Desai (who later became Prime Minister of India) to organize the farmers. In 1946, the farmers of the area went on a milk strike refusing to be further oppressed. Thus, the Kaira District Cooperative was established to collect and process milk in the District of Kaira in 1946. Milk collection was also decentralized, as most producers were marginal farmers who were in a position to deliver 1-2 liters of milk per day. Village level cooperatives were established to organize the marginal milk producers in each of these villages.

The Cooperative was further developed & managed by Dr. V.N. Kurien along with Sh