Amul s Project Final Project

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“Institutional review for Amul’s Fresh Dairy Products in Western line and South Mumbai.” Submitted By ABHIJEET KAMDI MMS Roll No. 21 Batch: 2012-2014 UNDER THE GUIDANCE OF Prof. Dr. SUNITA SRIVASTAVA 1

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Transcript of Amul s Project Final Project

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“Institutional review for Amul’s Fresh Dairy

Products in Western line and South Mumbai.”

Submitted By

ABHIJEET KAMDI

MMS

Roll No. 21

Batch: 2012-2014

UNDER THE GUIDANCE OF

Prof. Dr. SUNITA SRIVASTAVA

A PROJECT SUBMITTED under part completion of MMS to

Chetana’s R. K. Institute of Management & Research

Bandra (East), Mumbai 400 051.

July, 2013

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ACKNOWLEDGEMENT

It 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 Kamdi

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CERTIFICATE

This is to certify that the project presented by Mr.AbhijeetKamdi to the Chetana’s Ramprasad

KhandelwalInstitute Of Management And Research in part completion of the Master of

Management Studies under the title “Institutional review for Amul’s 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

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EXECUTIVE SUMMARY:

The objective of the project aimed at promoting Amul’s 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 Amul’s 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.

Amul’s 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 Amul’s Fresh Dairy Productsand tried to

convince them by highlighting the offers and advantages of Amul’s product over other

competitor’s 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.

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CONTENTS

Index Page No.

1. Introduction.…………………………………………………………………………..09

2. Literature review………………………………………………………………………26

3. Research Methodology……...………………………...................................................32

4. Results &Interpretations…………………………...………………………………....34

5. Conclusions.………………………………………………………….………………..46

6. Limitations of the project………………………………………..................................47

7. Recommendations……………………………………………….................................48

Appendix.....……………………………………………………..….………………….50

Bibliography……………………………………………………..… ………………….52

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List of Tables

Sr. No. Table No. Page No.

1 Table No. 1.1 10

2 Table No. 4.1 35

3 Table No. 4.2 36

4 Table No. 4.3 37

5 Table No. 4.4 38

6 Table No. 4.5 39

7 Table No. 4.6 40

8 Table No. 4.7 41

9 Table No. 4.8 42

10 Table No. 4.9 43

11 Table No. 4.10 44

List of Figures

Sr. No. Figure No. Page No.

1 Figure 1.1 11

2 Figure 1.2 15

3 Figure 2.1 30

4 Figure 3.1 32

5 Figure 4.1 35

6 Figure 4.2 36

7 Figure 4.3 37

8 Figure 4.4 38

9 Figure 4.5 39

10 Figure 4.6 40

11 Figure 4.7 41

12 Figure 4.8 42

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13 Figure 4.9 43

14 Figure 4.10 44

Abbreviations:

1) UHT Milk:- Ultra high Temperature processing milk

2) MNC:- Multinational Corporation or Company

3) B2B:- Business to business

4) NDDB:- National Dairy Development Board

5) CII:- Confederation of Indian Industry

6) HORECA:- Hotel/ Restaurant/ Catering

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1. Introduction

1.1 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,

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Madagascar, Yemen, Sri Lanka etc. on a regular basis. It has won 9 awards consecutively from

APEDA, Govt of India.

Vision: Amul’s 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 Overview

Year of Establishment 1973

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

No. of Producer Members 3.18 Million

No. of Village Societies 16,914

Total Milk handling capacity per day 16.8 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 Capacity 5890 Mts. per day

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

Source: www.amul.com

Table No. 1.1

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Figure 1.1 Map of India showing locations of different offices of Amul

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HISTORY 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.

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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 Shri. H.M.

Dalaya. The first modern dairy of the Kaira Union was established at Anand (which popularly

came to be known as AMUL dairy after its brand name). Indigenous R&D and technology

development at the Cooperative had led to the successful production of skimmed milk powder

from buffalo milk – the first time on a commercial scale anywhere in the world. The foundations

of a modern dairy industry in India were thus laid since India had one of the largest buffalo

populations in the world.

The success of the dairy co-operative movement spread rapidly in Gujarat. Within a short span

five other district unions – Mehsana, Banaskantha, Baroda, Sabarkantha and Surat were

organized. In order to combine forces, expand the market while saving on advertising, and avoid

a situation where milk cooperatives would compete against each other it was decided to set up an

apex marketing body of dairy cooperative unions in Gujarat. Thus, in 1973, the Gujarat Co-

operative Milk Marketing Federation was established. The Kaira District Co-operative Milk

Producers Union Ltd., which had established the brand name AMUL in 1955, decided to hand

over the brand name to GCMMF (AMUL).

Dr. Verghese Kurien, the World Food Prize and the Magsaysay Award winner, is the architect of

India’s White Revolution, which helped India emerge as the largest milk producer in the world.

Impressed with the development of dairy cooperatives in Kaira District & its success, Shri Lal

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

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

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

the Amul Model all over India.

Operation Flood, the world’s largest dairy development programme, is based on the experience

gained from the, Amul Model dairy cooperatives. The facilities at all levels are entirely farmer-

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owned. The cooperatives are able to build markets, supply inputs and create value-added

processing. Thus, Amul Model cooperatives seem to be the most appropriate organizational force

for promoting agricultural development using modern technologies, professional management,

and thereby generating employment for the rural masses anderadicating poverty in these

undeveloped areas. India has already demonstrated the superiority of this approach.

Traditionally dairying was a subsidairy occupation of the farmers of Kaira. However, the

contribution to the farmer's income was not as prominent as his attachment to dairying as a

tradition handed down from one generation to the next. The milk yield from animals, which were

maintained mainly on the by-products of the farm, was decidedly low. That together with the

lack of facilities to market even the little produced rendered the scientific practice of animal

husbandry irrational as well as unaffordable.  The return on the investment as well as the

prospects of being able to market the product looked very bleak. It was a vicious cycle reinforced

by generations of beliefs.

Member Unions:

1. Kaira District Cooperative Milk Producers' Union Ltd., Anand

2. Mehsana District Cooperative Milk Producers' Union Ltd, Mehsana

3. Sabarkantha District Cooperative Milk Producers' Union Ltd., Himatnagar

4. Banaskantha District Cooperative Milk Producers' Union Ltd., Palanpur

5. Surat District Cooperative Milk Producers' Union Ltd., Surat

6. Baroda District Cooperative Milk Producers' Union Ltd., Vadodara

7. Panchmahal District Cooperative Milk Producers' Union Ltd., Godhra

8. Valsad District Cooperative Milk Producers' Union Ltd., Valsad

9. Bharuch District Cooperative Milk Producers' Union Ltd., Bharuch

10. Ahmedabad District Cooperative Milk Producers' Union Ltd., Ahmedabad

11. Rajkot District Cooperative Milk Producers' Union Ltd., Rajkot

12. Gandhinagar District Cooperative Milk Producers' Union Ltd., Gandhinagar

13. Surendranagar District Cooperative Milk Producers' Union Ltd., Surendranagar

14. Amreli District Cooperative Milk Producers Union Ltd., Amreli 

15. Bhavnagar District Cooperative Milk Producers Union Ltd., Bhavnagar 

16. Kutch District Cooperative Milk Producers' Union Ltd., Anjar

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Sales Turnover for the last 10 years

Source: http://www.amul.com/m/organisation

Figure 1.2

THREE-TIER “AMUL MODEL”:

The Amul Model is a three-tier cooperative structure. This structure consists of a Dairy

Co-operative Society at the village level affiliated to a Milk Union at the District levelwhich in

turn is further federated into a Milk Federation at the State level. The abovethree-tier structure

was set-up in order to delegate the various functions; milk collection isdone at the Village Dairy

Society, Milk Procurement & Processing at the District MilkUnion and Milk & Milk Products

Marketing at the State Milk Federation. This helps ineliminating not only internal competition

but also ensuring that an economy of scale is achieved. As the above structure was first evolved

at Amul in Gujarat and the, replicated all over the country under the Operation Flood

Programme, it is known as the‘Amul Model’ or ‘Anand Pattern’ of Dairy Cooperatives.

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Responsible for Marketing of Milk & Milk Products.

Responsible for Procurement & Processing of Milk.

Responsible for Collection of Milk Responsible for Milk Production.

1. Village Dairy Cooperative Society (VDCS):

The milk producers of a village, having surplus milk after own consumption, cometogether and

form a Village Dairy Cooperative Society (VDCS). The Village DairyCo-operative is the

primary society under the three-tier structure. It has membership ofmilk producers of the village

and is governed by an elected Management Committeeconsisting of 9 to 12 elected

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representatives of the milk producers based on the principleof one member, one vote. The village

society further appoints a Secretary (a paidemployee and member secretary of the Management

Committee) for management of theday-to-day functions. It also employs various people for

assisting the Secretary inaccomplishing his / her daily duties. The main functions of the VDCS

are as follows:

Collection of surplus milk from the milk producers of the village & paymentbased

onquality & quantity.

Providing support services to the members like Veterinary First Aid,

ArtificialInsemination services, cattle-feed sales, mineral mixture sales, fodder & fodder

seedsales, conducting training on Animal Husbandry & Dairying, etc.

Selling liquid milk for local consumers of the village.

Supplying milk to the District Milk Union.

Thus, the VDCS in an independent entity managed locally by the milk producers andassisted by

the District Milk Union.

2. District Cooperative Milk Producers’ Union(Milk Union):

The Village Societies of a District (ranging from 75 to 1653 per Milk Union in

Gujarat)having surplus milk after local sales come together and form a District Milk Union.

TheMilk Union is the second tier under the three-tier structure. It has membership of

VillageDairy Societies of the District and is governed by a Board of Directors consisting of 9

to18 electedrepresentatives of the Village Societies. The Milk Union further appoints

aprofessionalManaging Director (paid employee and member secretary of the Board)

formanagement of the day-to-day functions. It also employs various people for assisting

theManaging Director in accomplishing his/ her daily duties.

The main functions of theMilk Union are as follows:

Procurement of milk from the Village Dairy Societies of the District.

Arranging transportation of raw milk from the VDCS to the Milk Union.

Providing input services to the producers like Veterinary Care, Artificial Insemination

services, cattle-feed sales, mineral mixture sales, fodder & fodder seed sales, etc.

Conducting training on Cooperative Development, Animal Husbandry & Dairying for

milk producers and conducting specialised skill development & Leadership Development

training for VDCS staff & Management Committee members.

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Providing management support to the VDCS along with regular supervision of its

activities.

Establish Chilling Centres & Dairy Plants for processing the milk received from the

villages.

Selling liquid milk & milk products within the District

Process milk into various milk & milk products as per the requirement of State Marketing

Federation.

Decide on the prices of milk to be paid to milk producers as well on the prices of support

services provided to members.

3. State Cooperative Milk Federation(Federation):

The Milk Unions of a State are federated into a State Cooperative Milk Federation.

TheFederation is the apex tier under the three-tier structure. It has membership of all

thecooperative Milk Unions of the State and is governed by a Board of Directors consistingof

one electedrepresentative of each Milk Union. The State Federation further appoints aManaging

Director (paid employee and member secretary of the Board) for managementof the day-to-day

functions. It also employs various people for assisting the ManagingDirector in accomplishing

his dailyduties.

The main functions of the Federation are asfollows:

Marketing of milk & milk products processed / manufactured by Milk Unions.

Establish distribution network for marketing of milk & milk products.

Arranging transportation of milk & milk products from the Milk Unions to themarket.

Creating & maintaining a brand for marketing of milk & milk products (brandbuilding).

Providing support services to the Milk Unions & members like Technical

Inputs,management support & advisory services.

Pooling surplus milk from the Milk Unions and supplying it to deficit MilkUnions.

Establish feeder-balancing Dairy Plants for processing the surplus milk of the

MilkUnions.

Arranging for common purchase of raw materials used in manufacture/ packaging of milk

products.

Decide on the prices of milk & milk products to be paid to Milk Unions.

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Decide on the products to be manufactured at various Milk Unions (product-mix) and

capacity required for the same.

Conduct long-term Milk Production, Procurement & Processing as well as Marketing

Planning.

Arranging Finance for the Milk Unions and providing them technical know-how.

Designing &providing training in Cooperative Development, Technical & Marketing

functions.

Conflict Resolution & keeping the entire structure intact.

Impact of “Amul Model”:

The effects of Operation Flood Programme are more appraised by the World Bank in its recent

evaluation report. It has been proved that an investment of Rs. 20 billion over 20 years under

Operation Flood Programme in 70s & 80s has contributed in an increase of India’s milk

production by 40 Million Metric Tonne (MMT) i.e. from about 20 MMT in pre- Operation Flood

period to more than 60 MMT at the end of Operation flood Programme. Thus, an incremental

return of Rs. 400 billion annually have been generated by an investment of Rs. 20 billion over a

period of 20 years. This has been the most beneficial project funded by the World Bank

anywhere in the World. One can continue to see the effect of these efforts as India’s milk

production continues to increase and now stands at 90 MMT. Despite this fourfold increase in

milk production, there has not been drop in the prices of milk during the period and hascontinued

to grow.

Due to this movement, the country’s milk production tripled between the years 1971 to 1996.

Similarly, the per capita milk consumption doubled from 111 gm per day in 1973 to 222 gm per

day in 2000. Thus, these cooperatives have not just been instrumental in economic development

of the rural society of India but it also has provided vital ingredient for improving health &

nutritional requirement of the Indian society. Very few industries of India have such parallels of

development encompassing such a large population.

These dairy cooperatives have been responsible in uplifting the social & economic status of the

women folk in particular as women are basically involved in dairying while the men are busy

with their agriculture. This has also provided a definite source of income to the women leading

to their economic emancipation.

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The three-tier ‘Amul Model’ has been instrumental in bringing about the White Revolution in the

country. As per the assessment report of the World Bank on the Impact of Dairy Development in

India, the ‘Anand Pattern’ has demonstrated the following benefits:

It has multi-dimensional impacts.

Importance of getting government out of commercial enterprises.

Power & problems of participatory organisations.

The Amul brand

GCMMF (AMUL) has the largest distribution network for any FMCG company. It has nearly 50

sales offices spread all over the country, more than 5,000 wholesale dealers and more than

7,00,000 retailers.

Amul became the world's largest vegetarian cheese and the largest pouched-milk brand.

AMUL is also the largest exporter of dairy products in the country. AMUL is available today in

over 40 countries of the world. AMUL is exporting a wide variety of products which include

Whole and Skimmed Milk Powder, Cottage Cheese (Paneer), UHT Milk, Clarified Butter (Ghee)

and Indigenous Sweets. The major markets are USA, West Indies, and countries in Africa, the

Gulf Region, and SAARC neighbours, Singapore, The Philippines, Thailand, Japan and China,

and others such as Mauritius, Australia, Hong Kong and a few South African countries. Its bid to

enter the Japanese market in 1994 did not succeed, but it plans to venture again.

In September 2007, Amul emerged as the leading Indian brand according to a survey by

Synovate to find out Asia's top 1000 Brands.

Distribution Network:

Amul have efficient distribution network. It follows downstream channel of distribution.

Amul manufactures Ice-cream in Gujarat. The stock goes to cold storage from Gujarat. Cold

store manager distributes stock in various warehouses across India. In Mumbai, Amul has its

warehouse in Andheri. From warehouse stock goes to different distributors. And then distributor

supplies stocks to retailers, caterers, hotels etc., and then finally stock reaches to the end

consumer.

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Source: http://www.amul.com/m/about-us

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1.2 Definition and purpose of the project:

The objective of the project is to get Institutional review for fresh dairy products.

Management objectives are:

1) To find out Institutes, doing business with whom, would be beneficial and profitable to

the Organisation.

2) To emphasize difference between products of Amul and its competitors.

3) To promote Amul’s fresh dairy product amongst Institutions.

Purpose of the objectives: Amul is launching Fresh Paneer in Mumbai. And they want to capture

Institutions such as Hotels, Flight Kitchen, Hospitals, Banks, etc for the sale of Fresh Dairy

products (Fresh Paneer, Dahi, and Flavoured Yoghurt). Hence, it has become imperative to find

out average daily consumption of these products. So, Amul wanted to check the feasibility and

gauge the potential market. It also aimed at promoting and penetrating its fresh dairy products in

Hotels. It also wanted to get some insights of its competitors’ products offers and strategies. This

project will benefit Amul to capture new market in the form of Hotels.

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1.3 Scope and objectives of the project:

Research Objective:

1) To study the response of institutions based on product strategies of Amul.

2) To study the response of institutions based on pricing strategies of Amul.

3) To study the response of institutions based on promotional strategies of Amul.

4) To study the response of institutions based on place strategy of Amul.

5) To study strategies used by the competitors of Amul.

1.4 Salient Contributions of the project:

Institutes consume dairy products mainly supplied by unorganised sector.

The reason for consumption of dairy products from local supplier is due to low

awareness about Amul products in that category.

The project offers the opportunity to understand dairy industry as whole.

The project provides insights about how the distribution channel works, what are

competitor’s activities to trigger their sales.

The project helped to know the perception of Institutes about Amul’s dairy products.

1.5 Outline of the project report:

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Introduction:-

It includes company profile of Amul and its history. It also gives gist about Amul’s three tier

model and its impact.

Literature:-

It includes the theoretical frame work. It includes articles related to the Food Industry, Dairy

Industry.

Research Methodology:-

The research design specifiesthe method & procedure to conduct a particular research. In

above project the research methodology used is Exploratory Research. It helps to explore

facts and data.

Result & Interpretations:-

The results & interpretations of the study highlighted in the project reflect various factors

which are considered by Purchase Managers while purchasing dairy products.

Conclusion:-

The conclusion drawn is extracted from interaction done with Purchase Managers and Chefs.

Limitations of the Project:-

Limitations of the project are based upon the survey & sampling performed.

Recommendations:-

Specific recommendations were submitted to the Territory sales manager during the project

& most of them were approved.

2. Literature Review

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2.1 Theoretical framework, background theory:

RETAILERS:

Retailers are part of an integrated system called the supply chain. A retailer purchases goods or products in large quantities from manufacturers directly or through a wholesale, and then sells smaller quantities to the consumer for a profit. Retailing can be done in either fixed locations like stores or markets, door-to-door or by delivery. In the 2000s, an increasing amount of retailing is done using online websites, electronic payment, and then delivered via a courier or via other services.

Retailing includes subordinated services, such as delivery. The term "retailer" is also applied where a service provider services the needs of a large number of individuals, such as for the public. Shops may be on residential streets, streets with few or no houses or in a shopping mall. Shopping streets may be for pedestrians only. Sometimes a shopping street has a partial or full roof to protect customers from precipitation. Online retailing, a type of electronic commerce used for business-to-consumer (B2C) transactions and mail order, are forms of non-shop retailing.

AMUL PRO –

Amul PRO is a malt based milk additive, which not only enhances milks nutritive value but also makes milk a very tasty drink for people of all ages, especially kids, who need milk and nutrition for healthy growth. It comes from the House of Amul, the brand which is known all over for providing quality products at value for money price.

Key product attributes of Amul PRO are as follows:

Whey Protein: Muscle building & ImmunityWhey Protein is the purest and most essential form of protein. It is easy to digest and helps muscle building and nurturing growth. Why Protein is often referred to as Fast Protein, provides quick nourishment to muscles, helping your child strengthening the immunity and stay healthy.

DHA: Brain Development Docosahexaenoic Acid (DHA) is an essential fatty acid required for optimal development and function of the brain, eyes and central nervous system of a child. It plays an important role in enhancing your childs immunity by protecting it from allergies like Asthma.

27 Essential Nutrients: Complete Wellness Amul PRO contains 27 essential nutrients (proteins, vitamins and minerals) that help in boosting immune system enhance metabolism and nervous system functions and helps children be mentally sharp and physically agile.

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2.2 Review of existing literature:

Food Industry in India

Ministry of Food processing of India Estimates growth of Dairy Market at growth rate of around

8% over next 5 years from base 2009-10. Food processing industry is of enormous significance

for India's development because of the vital linkages and synergies it promotes between the two

pillars of our economy, industry and agriculture. Fast growth in the food processing sector and

simultaneous improvement in the development of value chain are also of great importance to

achieve favourable terms of trade for Indian agriculture both in the domestic and the

international markets. The sector however has to go a long way. Even important is the crucial

contribution that an efficient food processing industry could make in the nation's food security

for instance the post-harvest losses of selected Fruits and Vegetables are about 25% to 30% in

our country. Even marginal reductions in these losses are bound to give us better returns and

thereby improve the income level of the farmers. During the last one decade, India moved from a

position of scarcity to surplus in Food. Given the trade in production of food commodities, the

Food Processing Industry in India is on an assured track of growth and profitability. It is

expected to attract phenomenal investment in capital, human, technological and financial areas.

The total food production of India is estimated to double in the next ten years. Hence there is an

opportunity for large investments in food and food processing technologies, skills and

equipment. The major interventions in this context are, for example, Canning, Dairy and Food

Processing, Specialty Processing, Packaging, Frozen Food/Refrigeration and Thermo Processing.

Health food and health food supplements are other rapidly rising segments of this industry. The

Food Processing Industry sector in India has been accorded high priority by the Government of

India, with a number of fiscal relief and incentives, to encourage commercialisation and value

addition. As per a study conducted by McKinsey and Confederation of Indian Industry (CII), the

turnover of the total food market is approximately Rs.250,000 crore (US $ 69.4 billion) out of

which value-added food products comprise Rs.80,000 crore (US $ 22.2 billion). Since the

liberalisation in August, till February 2000, projects of over Rs. 53,800 crore (US.13.4 billion)

have been proposed in various segments of the food and agro-processing industry. Besides this,

the Government has also approved proposals for joint ventures, foreign collaboration, industrial

licenses and 100% export oriented units envisaging an investment of Rs.19,100 crore (US $ 4.80

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billion) during the same period. Out of this, foreign investment is over Rs. 9100 crore (US $ 18.2

billion).

Dairy Industry of India:

The Marketing White Book says that processed milk products such as ghee, cheese, butter, ice-

creams and other traditional milk based products like dahi, paneer are increasingly getting

organised with players investing heavily in technology and infrastructure to meet the surging

needs and demand in both domestic and export markets. India boasts of its credit of being the

largest milk producer on the earth besides offering a galaxy of opportunities to entrepreneurs

across the world in the dairy industry. India has been alluring a large number of investors to

invest in the milk production and dairy products manufacturingarena. While the dairy industry in

India is growing at a rapid phase, the liberal economy offers a very great number of opportunities

for foreign investors and MNCs to take advantage of the huge potential in this industry segment.

The dairy industry in India moves ahead with the chief aim of enhancing milk production

upgrading the processing of milk with the help of recent technologies. Apart from native

methods found implemented in the dairy industry sector, some of the important areas in the

Indian dairy industry can be upgraded by introducing differentiated technologies and devices

imported from overseas. Some of the crucial areas in which foreign technologies will be useful in

the Indian scenario include raw milk handling, milk processing, packaging and manufacturing

value-added products.

Size of Indian Dairy industry:

Being the world’s largest producer and consumer of dairy products, India represents one of most

lucrative dairy markets. The Experts forecast that the sales of dairy products in India will nearly

double its size from INR 2.6 Trillion (US$ 60 Billion) to around INR 5.1 Trillion (US$ 115

Billion) by 2016.

Indian Dairy Market Report & Forecasts 2011-2016 provides an analytical and statistical insight

into the Indian Dairy market. The study which has been undertaken using both desk research and

two waves of qualitative primary research has analyzed three aspects of the Indian Dairy Market.

The first section quantifies the Indian dairy market into twelve major classes and investigates the

current and future opportunities in each of these classes. The second section involves an in-depth

understanding of dairy consumption patterns among Indian consumers and the potential of value

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added dairy products. The third section investigates the usage of natural colouration in dairy

products and evaluates their current and future potential.

India’s modern dairy sector has expanded rapidly. India is recognized as a biggest and fastest

growing market in the world for milk and milk products. India's dairy market is multi-layered.

Both public and private sector have contributed to the dairy industry growth in India.

Government dairy distributes 90% of its milk in sachets or in containers while remaining 10% is

marketed as butter, ghee etc. On contrary, private sector only markets 20% of milk and

remaining 80% of milk is made into preparations suitable for exports.

Indian Dairy Structure:

FPI report says that “India has a unique pattern of production, processing and marketing of milk,

which is not comparable with any large milk producing country. Approximately 70 million

households in the country are engaged in milk production.”

The Dairy Industry handling the marketable surplus of the milk is broadly divided into the

following two groups:

Organized Sector

Unorganized Sector

The Organized Sector refers to the dairy units registered under the Milk and Milk Products

Order, 1992. These dairies have capacity of handling 10,000 litres of milk per day or above.

They are registered as Co-operatives, Private or Others (like Government Dairies).

The Unorganized Sector comprises of numerous small and/ or seasonal milk producers/ traders

that are not registered under MMPO. They handle less than 10,000 litres of milk per day. They

are involved in selling raw liquid milk, boiled liquid milk as well as selling many traditional milk

products usually at local levels, but have a major share in these milk products.

There are no official records on number of such unorganized dairy units. The organized dairy

sector procures around 30% of the marketable surplus, while the unorganized dairy sector

handles about 70% of marketable milk.

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Figure 2.1

In 2011, The Brand Trust Reportsaid that Amul is the Most Trusted brand in the Food and

Beverages sector.

Asian Case Research Journal says that the Amul Model narrowed the gap between the

producer and the consumer, connecting the dairy farmer to the consumer through its organic

network. The success of this model ignited interest across India, where this model was

replicated, in essence leading to the White Revolution. The case provides sufficient insights and

learning to develop a framework to comprehend the basic essence of a prosperous social

enterprise factors that make it successful.

Business to Business:

Business-to-business (B2B) describes commerce transactions between businesses, such as

between a manufacturer and a wholesaler, or between a wholesaler and a retailer. Contrasting

terms are business-to-consumer (B2C) and business-to-government (B2G). B2B branding is a

term used in marketing.

The overall volume of B2B (Business-to-Business) transactions is much higher than the volume

of B2C transactions. The primary reason for this is that in a typical supply chain there will be

many B2B transactions involving sub components or raw materials, and only one B2C

transaction, specifically sale of the finished product to the end customer. For example, an

automobile manufacturer makes several B2B transactions such as buying tires, glass for

windscreens, and rubber hoses for its vehicles. The final transaction, a finished vehicle sold to

the consumer, is a single (B2C) transaction.

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B2B is also used in the context of communication and collaboration. Many businesses are now

using social media to connect with their consumers (B2C); however, they are now using similar

tools within the business so employees can connect with one another. When communication is

taking place amongst employees, this can be referred to as “B2B” communication.

Some characteristics of organizational buying / selling behavior in detail:

For consumer brands the buyer is an individual. In B2B there are usually committees of

people in an organization and each of the members may have different attitudes towards

any brand. In addition, each party involved may have different reasons for buying or not

buying a particular brand.

Since there are more people involved in the decision making process and technical details

may have to be discussed in length, the decision-making process for B2B products is

usually much longer than in B2C.

Companies seek long term relationships as any experiment with a different brand will

have impacts on the entire business. Brand loyalty is therefore much higher than in

consumer goods markets.

While consumer goods usually cost little in comparison to B2B goods, the selling process

involves high costs. Not only is it required to meet the buyer numerous times, but the

buyer may ask for prototypes, samples and mock ups. Such detailed assessment serves

the purpose of eliminating the risk of buying the wrong product or service.

2.3 Comparison of current project work with the work reported in the

literature by others researchers:

Since the company has recently decided to venture in Institutional sales, no research has been

undertaken in this area by the company. Also no relevant literature regarding the same could be

found from any other individual source.

3. Research Methodology:

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3.1.1. Research Design:

Research Design

Exploratory Research Conclusive Research

Figure 3.1

Nature of Research- Exploratory Research

Since the variables in Research Objective are unknown, the Nature of Research is Exploratory.

Exploratory Research helps to explore facts and data. It helps to get in-depth information about

the subject.

Research Methodology- Qualitative Research

As the Nature of Research is Exploratory, depth of the research is more important. Qualitative

Research helps to get in-depth study or analysis. Here sample size does not matter. But themost

important thing is choosing right Respondent who is qualified to answer the questions. In this

Research the appropriate Respondents were Purchase Managers and Chefs in the Hotels.

3.1.2. Data Collection Sources:

Sources used for data collection are primary and secondary.

Primary Data

Survey Experiment

Personal Interview

Primary Data:Primary data is collected by having direct interaction with respondents i.e.

Purchase Manager and Chef in the Hotels. Also primary data was collected with the help of

observations.

Secondary Data:Secondary Data is collected from Amul’s official website, journals,

various reference books, various newspapers, and other internet websites.

3.1.3. Data Collection Methods:

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Method used for Data collection is Survey. A survey is a research technique used to gather

information from a sample of respondents by taking Interviews. Normally surveys are carried out

to obtain primary data.

3.1.4 Data Collection Instrument:

Tools used for Data collection are Interviews and Observations.

Personal Interviewingis very flexible and can be used to collect large amounts of

information.Personal interview can be used in any type of questionnaire and can be conducted

fairly quickly.Interviewers can also show actual products, advertisements, packages and observe

and record their reactions and behaviour.

In Hotels, Purchase Managers and Chefs were interviewed and information was collected. Along

with this various observations were recorded during this process.

3.1.5. Sampling Plan:

Population: Population in this case refers to all Institutes in Mumbai.

Element: An element comprises a single member of population. In this case an element is every

single Institute.

Sampling Frame: Sampling frame comprises all the elements of a population with proper

identification that is available to us for selection at any stage of sampling. In this case, Hotels in

Mumbai is Sampling frame.

Sampling Methodology: Non- Probabilistic Sampling.

In Non- Probabilistic Sampling, Convenience Sampling is chosen.

Convenience Sampling is used to obtain information quickly. The only criterion for selecting

sampling units in this project is the convenience.

Sample Size: 30

3.1.6 Data Analysis Technique:

The data analysis techniques used were both qualitative as well as quantitative. The quantitative

technique was used since the research includes the survey in it & qualitative was used because

the Purchase Managers were interviewed personally i.e. focused group study.After the

completion of survey the analysis of survey was carried out in order to get the conclusion of the

survey.

4. Results and Interpretations

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Institutional Analysis:

As a part of this project Amul asked us to visit Institutes in Western and Southern areas of

Mumbai. In this we were required to observe and investigate a potential market for Amul’s

products in these Institutions. To achieve this objective we took note of various products of

competitors available in these Hotels, the requirement of these hotels and to identify a potential

gap or the scope to create additional market for Amul. For this we adopted the following

approach.

1. Identifying the Target Hotels.

2. Taking appointment of the Purchase Manager.

3. Visiting Hotels and having discussion with Purchase Manager.

4. Noting down the various competitors’ products consumed by Hotels.

5. Determining the scope for Amul products.

6. On the basis of that pitching Amul’s products to the respective Purchase Manager.

7. Making him aware of the various Amul’s Fresh Dairy Products available.

8. Emphasizing the benefits of Amul’s products over competitors.

9. Highlighting the various offers and schemes for bulk purchase.

10. Trying to get as many orders as possible.

Analysis of Interviews

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1. How much is the consumption of Fresh Paneer?

No. of Hotels Quantity (kg/day)

7 3 to 5

10 10 to 20

6 30 to 40

3 50 to 60

4 80 to 100

Table No. 4.1

Figure 4.1

Graph shows that maximum consumption of Paneer is in range 10-20 kg.

Consumption of Paneer is directly proportional to the number of customer that dines in

the Hotel.

General observation is that Hotels which have maximum accommodation consumes

highest quantity of paneer.

2. Which packaging do you prefer?

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No. of Hotels Blocks (kg)

15 1

14 2

1 3

Table No. 4.2

Figure 4.2

This shows that most of the Hotels use packaging in proportion to their daily

consumption.

This means that the Hotels having higher consumption of Paneer use 2 kg packaging and

Hotels with less consumption use 1 kg packaging with few exceptions.

Hotels generally prefer smaller packaging of 1 or 2 kg so that it can be consumed within

small time frame.

3. At what price do you purchase Paneer?

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No. of Hotels Rs. (per kg)

6 Rs. 160

5 Rs. 170

3 Rs. 190

4 Rs. 200

3 Rs. 220

Table No. 4.3

Figure 4.3

From the above graph it is obvious that lesser the price higher purchase and consumption.

Conversely we can also say that higher is the quantity ordered more bulk discounts are

claimed and lesser is the price at which the paneer is purchased.

This was proven by the fact that Hotels which had highest consumption of paneer and

ordered in bulk, purchased at lower price.

4. How frequently do you purchase Fresh Paneer?

Every Hotels purchase paneer daily.

Shelf life of paneer is around one day. Paneer cannot remain fresh for more than a day.

Therefore, the order cycle of paneer is one day.

5. Who is supplier of fresh paneer?

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Suppliers No. of Hotels

Darshan Dairy 7

Gupta Dairy 5

Royal Dairy 3

Punjab & Sindh 8

Shree Krishna 3

Modern Dairy 4

Table No. 4.4

Figure 4.4

All are Local suppliers.

They supply Fresh Paneer daily.

The price they quote is presumed to be less.

Paneer is an item which has less shelf life. So, it is purchased locally to avoid problems

involved in logistics such as problems related to freshness and quality.

6. How much is the consumption of Dahi?

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No. of Hotels Quantity (kg/day)

7 In-house

10 10 to 20

6 30 to 50

5 60 to 80

2 90 to 100

Table No. 4.5

Figure 4.5

Graph shows that maximum consumption of Dahi is in range 10-20 kg.

Consumption of Dahi is directly proportional to the number of customer that dines in the

Hotel.

General observation is that Hotels which have maximum accommodation consumes

highest quantity of Dahi.

7. Which packaging do you prefer?

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No. of Hotels Packaging

10 1 kg pouch

13 2 kg tub

Table No. 4.6

Figure 4.6

This shows that most of the Hotels use 2 kg tub.

2 kg tub is preferred because Dahi is an item consumed on the go and ordering 1 kg

pouch would lead to problem such as spillage, adulteration.

Also 1 kg pouch is inconvenient to handle and manage.

8. Who is supplier of Dahi?

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Supplier No. of Hotels

Mother Dairy 8

Punjab & Sindh 6

Darshan Dairy 5

Shree Krishna 4

Table No. 4.7

Figure 4.7

Branded product i.e. Mother Dairy gets tough competition from Local suppliers.

Hotels generally prefer to purchase Dahi from the dairy in its vicinity.

This is gives them advantage that the nearby dairy can easily cater to the shortfalls in

their requirements.

9. Do you use Flavoured Yoghurt?

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No. of Hotels Response

14 YES

16 NO

Table No. 4.8

Figure 4.8

Graph shows that less than 50% Hotels use Flavoured Yoghurt.

Thus it can be said that awareness level of Flavoured Yoghurt is still considerably low.

Also it was observed that the Hotels that generally cater to the higher income group

include Flavoured Yoghurt in their menu list.

An inference that can be drawn from this is that Flavoured Yoghurt is yet to find the

liking with the common masses.

10. Which brand do you serve in Hotel?

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Brands No. of Hotels

Danone 6

Mother Dairy 3

Dabon 2

In-house 3

Table No. 4.9

Figure 4.9

DANONE is preferred over other brands because of its brand reputation and International

presence.

DANONE has penetrated the market better and faster than its competitors.

DANONE gives better services and competitive offers.

11. How much is the consumption of Flavoured Yoghurt?

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No. of Hotels 100 ml cups

4 30 to 40 cups/day

5 50 to 60 cups/day

2 70 to 80 cups/day

Table No. 4.10

Figure 4.10

Flavoured Yoghurt is yet to find the liking with the common masses.

Since Flavoured Yoghurt is newly introduced, it is not so popular item.

There is more room for improvement in sales.

Observation and Findings:

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1) The quality of Amul products is appreciated by most institutions.

2) In Hotels, Chef first decides as per test and quality, and then Purchase Manager takes

final decision according to financial viability.

3) Amul has not approached Hotels in Western Mumbai.

4) Among the three new products, Flavoured Yoghurt is not consumed at many Hotels.

5) Institutes prefer freshly available paneer from local vendors over packaged form of

paneer from brands.

6) Also there is unhappiness with credit facilities adopted by Amul.

7) The supply chain of Amul is what restricts it from increasing its market share in

institutions where regular and immediate supply is very important for fresh dairy

products.

8) Institution have standards when it comes to fresh dairy products to which the Supplying

organization must adhere to if it wants to supply products to the institution.

9) Due to this there is inhibition in the minds of Purchase Managers to switch to new

products offered by Amul fearing the repetition of the same.

10) In spite of this when offered for Sampling of Amul’s products many Purchase Managers

readily agreed.

11) Institutions at the higher end of the spectrum demand higher quality and are willing to

pay a higher price.

Conclusions:

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From the research it was found that the awareness about Amul Flavoured yoghurt is

relatively low.

Freshness is one of the major reasons why Institutions did not prefer packaged paneer.

Amul has good brand perception in the eyes of Institutes; hence there is scope to improve

the sales of Amul products.

Advertising can play a significant role in generating awareness which is relatively low in

terms of flavoured yoghurt.

Personally reaching to Institutions and promoting the products can go a long way in

increasing the market share of Amul’s Fresh Dairy Products.

Limitations

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The Area for research was from South Mumbai to Western Mumbai (Andheri).

Purchase Manager of Some Hotels did not give appointment specifying the reason that

they are out of town for 15 days and so on.

Few Hotels have their main branch in some other cities. So, they did not have authority to

make purchase decision.

Recommendations

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Explore corporate selling in star hotels:

Amul has not yet explored its full potential in Hotel industry. Decision makers in hotels

are Chefs and purchasing team. Providing samples of the products to taste will help to get

acceptance from them.

Approach:

Amul is very strong brand in dairy products. Therefore, Amul need not go for very

aggressive marketing and selling strategy. They only need to approach the Institutions

and through its sale persons and interns Amul should find out which competitors’ product

are being sold and with what offers. Amul can then provide Institutions with similar or

better offer and more often than not Amul will get orders because of its strong reputation

and trustworthiness as a brand.

Considerable discounts:

In order to get big orders, Amul should offer considerable discounts for bulk purchase.

This is required because Hotels believes in economies of scale i.e. more they purchase

they want it at comparatively less price. Amul can compensate for the lesser price earned

per unit by selling large volumes of its products.

Refine Delivery Schedules:

Amul should refine the delivery schedules so as to be able to cater to the Institutes. This

is because some Institutes are not happy with the delivery of existing Amul’s

product.Some Hotels complained that on ordering Amul butter, the order is not delivered

in time and they have to face lot of inconvenience once or twice a year.

Advertise to increase awareness:

Amul should advertise for the Flavoured Yoghurt, then awareness will increase among

the people and they will demand for it in Hotels. Amul can reach out to maximum

number of customer by focusing more on ads displayed on LCD/ LED screen in

Institutions. In this way customer will get aware of Flavoured Yoghurt and demand for

the same.

Amul can appoint Distributors specific for institutions in all areas in the city.

Scope for future work

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The Area of research was from South Mumbai to Western Mumbai (Andheri). Hence there is lot

of scope for future work to do research in whole Mumbai. Also research can be done in North

India to get potential prospects. The project can be extended to approach Restaurants and

Caterers. Along with Fresh Dairy Products, Amul can promote Ice-creams, Frozen Yoghurts.

Every year Amul launches new range of products. So, Amul can promote those products with

attractive pitching.

Appendix (A)

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1. How much is the consumption of Fresh Paneer?

2. Which packaging do you prefer?

3. At what price do you purchase Paneer?

4. How frequently do you purchase Fresh Paneer?

5. Who is supplier of fresh paneer?

6. How much is the consumption of Dahi?

7. Which packaging do you prefer?

8. Who is supplier of Dahi?

9. Do you use Flavoured Yoghurt?

10. Which brand do you serve in Hotel?

11. How much is the consumption of Flavoured Yoghurt?

Appendix (B)

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List of Hotels:

1) Taj Mahal Palace

2) Taj Vivanta

3) Grand Hyatt

4) Regency hotel

5) J. W. Marriot

6) Trident

7) Hotel Sea Princess

8) Shree Krishna

9) Taj Lands end

10) Hotel Midland

11) Juhu Residency Boutique

12) Summer Harvest

13) Hotel Bawa Continental

14) Hotel Sea Side

15) The Orchid

16) ITC Maratha

17) Hyatt Regency

18) The Intercontinental

19) Sun and Sand

20) Ramee plaza

21) Ramada Palm grove

22) Hotel Hilton

23) Hotel Transit

24) Copper Chimney

25) Hotel Airport International

26) The Ambassador

27) Hotel Accord

28) VITS

29) Hotel Courtyard Marriot

30) The Emerald

Bibliography:

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http://www.amul.com/

The Marketing White book 2011-12, page no. 137-139.

C. R. Kothari,1985, Research Methodology- Methods and

Techniques, page no. 97-98.

Deepak Chawla, Neena Sondhi, Research Methodology Concepts and

Cases, page no. 228- 230.

I. Macdonald, International Journal of Obesity, 11 January 2005.

Harish Chawla, Asian Case Research Journal, Volume No.11, page

no. 292-293, 2007.

http://en.wikipedia.org/wiki/Paneer

The Brand Trust Report, 2011

http://www.business-standard.com

http://economictimes.indiatimes.com

http://www.thehindubusinessline.com

http://www.cii.in

http://www.dairysociety.org/pdf/Souvenir_Seminar.pdf

http://www.imarcgroup.com/dairy-industry-in-india/

http://knowledgetoday.wharton.upenn.edu/2013/05/global-ice-cream-

brands-hone-in-on-indias-growing-affluent-class/

http://nmcc.nic.in/pdf/FPI_Report.pdf

http://www.intercooperation.org.in/

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