Bhaumik Final

8/3/2019 Bhaumik Final

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A

Marketing Report On

INDUSTRIAL VISITTO

MOTHER DAIRY

Submitted to

Som-Lalit Institute of Business Administration

Guided By : Prof. Twinkle Trivedi

Name : Joshi Bhaumik

Submitted by:

Std. : S.Y. B.B.A

Div. : AROLL NO. : 38

Year 2011-2012


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CERTIFICATE

This is to certify that a project report on the visitto mother dairy is submitted by BHAUMIK JOSHI tothe Som-Lalit Institute of Business Administration,affiliated to Gujarat University, in practical fulfillmentof the completion of practical studies in the functionalareas of management at the S.Y.B.B.A. program.

Prof. Twinkle Trivedi Prof. K. J. Patel

(Faculty In charge) (Director)

Date:


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PREFACE

The systematic Knowledge of management is essential in business.

Demand for trained and professional manager is increasing day by day.

Keeping this condition in view Gujarat University has started B.B.A

program which prepares managers for tomorrow. The industrial visit is very

important to develop managerial ability at the level of B.B.A students.

The training gives me an opportunity to test and verify application of

theories and comprehend integration between management theory andpractices. Being a student of management it was golden opportunity for me

to have this type of visit by this I came to know about the functioning of

industries I went to an industrial visit at MOTHER DAIRY

I have tried my best to present all the information to the best of my

abilities.


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ACKNOWLEDGEMENT

I would also like to gratitude to the entire officer and other staff

member of the MOTHER DAIRY who provides us full details of their unit. I

am thankful to owner of MOTHER DAIRY who provides all the necessary

information for this report.

I have no to words described my gratitude for Prof. Twinkle Trivedi

for giving very best guidance for preparation of this report.

Finally I am thankful to all my colleagues for their kind co-operation

while collection the necessary information for this report.


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CONTENT

SR

No. Subject

Page

No.

1. Introduction to Dairy Industries 7

2. Introduction of Mother Dairy 10

3. Production Detail 15

4. Marketing DetailAmul exportConsumer packsNew product developmentMarket researchMarketing research processMarket segmentationCost strategyDifferentiation

Competitive environmentProduct mixCorporative strategyPricingFeaturesTarget MarketingPackagingLabeling

BrandingDemand measuringDistribution channelAdvertisingMarketing chart

Competitors

25


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5. Finance Detail 45

6. Personnel Detail 49

7. Conclusion 518. Bibliography 53


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1.

Introduction to

Dairy

Industries


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PROBLEMS OF DAIRY

Though Mother dairy is very successful because of Amul dairy. In the

production of Milk and it has to face some external problems which are not

in its control. Amul dairy has not of problems like

There is inability to bread dairy through the year, so it suffers

from season ability in the total production per day.

Quality dairy animals are in short supply in India.

The production of Milk is low in summer so it may not be able to

meet full demand to the customer.

The plant is fully computerized and operation is done by only

through by machienes so it there arises a problem in any one of the

machines then it can affected the whole the production process.

While producing 10 lacks liters of Milk 12 lacks liters of efficient

is erected which is difficult to be disposed off and may cause

pollution.

According to the sources within the unit there is not enough

availability of land for the physical expansion of the plant.

It has main problem of man power and electricity power.


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2.Introduction

of MotherDairy


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INTRODUCTION OF MOTHER DAIRY

Dairy Industry is one of leading industry in country and world. There

are many leading dairy industry in this liven Amul is very big and

prestigious Name in Gujarat. This is also well known as Amul in

international level. And mother Dairy is one of the parts of Amul Dairy. All

the products which are produced at Mother Dairy are brand name of Amul.

Amul Dairy & Mother Dairy is a member of Gujarat co-operative milk

marketing federation Ltd. (GCMMF). A member dairy is full computerized

plant in all India.Mother Dairy has a very strong team of distributors and retailers in

Ahmedabad. The milk is supplied to them in pouches by the means of cans.

In Ahmedabad it has around 75 distributors and 200 retailers.Mother Dairy does not have the problem of severe competition in milk

because it enjoys a share of 60% in Ahmedabad. In the GHEE, MILK

POWDER, and ICE-CREAM products it has a though completion from

many well established companies.

Mother Dairy is a part of the Gujarat co-operative Milk MarketingSociety.

Other members of Gujarat co-operative milk marketing federation are

as under.

Kheda District Co-operative Milk Products Union Ltd. Anand.

Ahmedabad district co-operative milk products union Ltd. Ahmedabad.

Baroda district co-operative milk products union Ltd. Baroda.

Mehsana district co-operative milk products union Ltd. Mehsana.

Sabarkhantha district co-operative milk products union Ltd. Sabarkhantha.


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Banaskhantha district co-operative milk products union Ltd. Banaskhantha.

Surat district co-operative milk products union Ltd. Surat.

Valsad district co-operative milk products union Ltd. Valsad.

Rajkot district co-operative milk products union Ltd. Rajkot.

Bharuch district co-operative milk products union Ltd. Bharuch.

Panchmahal district co-operative milk products union Ltd. Panchmahal.

Mother Dairy collects the surplus milk from above member district

dairy. It has a capacity of 10, 00,000 liter per day.

Mother Dairy is a co-operative form of business organization. It has

fully automatic plant. Its shares in market are 50 to 20 % in India and 70 to

80 Distributors in Ahmedabad. Its products are assured by Quality

Assurance service.

Plant visited

Mother Dairy

35, near Indira Bridge,

Village Bhat,Gandhinagar.


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Location pattern

The Mother Dairy is situating at Ghandhinagar. It is situated at

very peaceful area. It is very major venture of Gujarat co-operative milk

marketing federation Ltd. It is collecting with all villages near by

Gandhinagar & Ahmedabad. It is nearer to National Highway No.8. Its

transportation facilities is very good service, quality and softly. Labor is

easily available here. The plant is nearer to the market of Gandhinager and

Ahmedabad. Such favorable condition has helped the plant in rapid

development and expansion.

Brief history and origin

Mother Dairy is Gujarats one of the leading Dairy. It was

established in the year 1994. A mother dairy is member of Gujarat co-

operative milk marketing federation limited. And Gujarat co-operative milk

marketing federation at a office is situated at Anand A mother dairysopinion leader is Amul. Mother Dairy is producing milk and milk products.

There are 11 members in Gujarat co-operative milk marketing federation

limited and it setup a plant of mother dairy and all union in increase to milk

and milk products.Mother Dairy is fully computerized plant in all Asia

mother dairy produces all the products it name as under in AMUL.

Growth

Mother Dairy is 30-35 years old. It was started with one product i.e.

milk not its products have increased. Its products in milk are Amul Taza,

Amul Shakti, And Amul Gold and in milk products like Amul ice cream,

Amul Ghee, Amul Milk powder, Amul chocolate, Amul Cheese


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Organization Detail

Chairman:Veryhes Kurian

Managing Director:B.M.Vyas

General Manager:Dr.D.r.Chitele

Auditor:Surendra patel

Ashish patel

Location:Mother Dairy

Plot No. 35, Near indira Bridge,

Village Bhat,

Gandhinagar.

Head Office:Gujarat co-operative

Milk Marketing Federation Limited.

Amul Dairy Road

PB No.10, Anand 388 001,

India.

Phone: +91-2692-258507, 258508, 258509

Fax: +91-2692-240208Grams: Milk fed

Email: [email protected]
mailto:[email protected]:[email protected]


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3.Production

Detail


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Introduction to production system

Production of goods & services are the major emphasis on the creation of

goods. Production in most cases, manufacturing mining, farming, fishing, or

timbering, manufacturing or production is the systematic. Step conversion of

form utility in goods. It is done factories, which is house manufacturing

process or is house manufacturing process or broadly production system.

First manufacturing processes takes the products of mine farm &

ferrets & modify their matching or other operation done in predetermined

sequence. If these are omens there are on subsequent processor. It is more

likely, however that a chain of product is arrived & that a chain of processor

will required before a product is arrived & that is ready for finalconsumption each factory in such chain buys the products of processor chats

& processing in the given plant, become its product in turn this is sold to

subsequent processor or through.

Collection of Milk

The mother dairy is first to setup co-operative society and it

inform to all villagers near by this area thereafter a village man has given a

some part of milk, given by co-operative society and this society is opening

to some hours and it collects milk either morning or evening. A co-operative

society will increase by more and more milk society give a return of rupee

and some other facilities. A society gives a facility like an advance loan. It

gives all facility to its all member. Mother dairy also collects milk of

maximum fats and stuff. Mother dairy collects milk per day in a 10, 00,000

liters. The surplus milk of other district co-operative society is came through

trucks and at first sample of that milk is taken into the laboratory.

If it is passed then that milk is accepted.


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200 fats 400,000 liters




Raw MaterialsAfter collecting of milk a mother dairys supervisor he get more

milk made a more creamy and fats SNF (solid not fats.) Its some raw

material required as under.

Milk, salt, acid and some other chemicals.

Process of collection of milk

First the collections of milk of all kens are noted in quality first

of all. Then the sample of each kens milk is send to laboratory and

laboratories checks the fats and SNF content are tested.

1. Pasturerization:After collection and checking and conducting laboratory test the

pasturing process is conducted. There are 3 pasteurized machines for

pasturing milk. The milk is passed to the pasturing machine, from the tank

with help of water pumps. Here the milk is heated at 80 c to 82 c. By this

process they destroy the milk goes to separator machine.


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2. Separation:Separator machine separate two kids of products skimmed milk

and cream, through channels. There are 106 disks fixed in separation

machine. It is taken to the tank which was capacity of 20000 liters. There

are total 4 insulated in the dairy. The milk in even tank have different

portion of SNF it is testing in laboratory and deficit proportion of fats is

added by mixing cream. The tank is not fully filled but some space is kept

to fill the additional cream.

Products:

The products of mother dairy are as follows.

(1) Amul milk:In Amul milk there are 3 types of milk produced by mother

dairy.

Types Fats SAF

Amul Tazza 3% 8.5%Amul Shakti 4.5% 8.5%

Amul Gold 6% 9%


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PACKAGING

Now the necessary fats and packing in pouches of 250 ml,

500 ml, and liters. The packaging pouches are kept in basket and in eachbasket 20 pouches are kept the milk then goes to the packaging machine

with the help of pipes. There are of 100 pouches in per minutes. As sporadic

intervals sample of pouches is weighted on the electronic weighting

machine. In this machine there is also a facility of horizontal or vertical

packaging.

Storage facilities:After packaging various pouches the dairy has to store fresh

and packed milk. The milk pouches are then taken to the gold storage with a

capacity of holding 4500 pouches with temperature of 8 c to 10 c. it is

maintaining with the help of expos fans having silicon chips to maintain

temperature for restoring a mania is used. The pouches are stored in this

room for the whole night and morning they are ready to dispatch.

(2) Amul ice-cream:In Amul ice-cream there are various items in ice cream premium

ice cream made in various verities and flavor with dry fruits and nuts.

Amul ice cream is made from milk and milk products, sugar, stabilizers

and emulsifiers.

Milk fat 13.5% to 14.5%

Total solids 40% to 41%

Sugar 15% Approx


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Acidity 0.17%to 0.19%

Protein 3.9% to 4.1%

Food Energy Value: Calories per 100 ml 196.7 kcal

Flavors: Vanilla, strawberry, Pineapple, Orange, Rose,

Mango, Chocolate, Honey-New-Melon, Tutti frutti,

Litchi, Kesar Pista, kaju Draksh, Butter scotch, Choc

chips, Raj bhog, and cashew break.

Packaging:

50 ml cup, 500 ml cup, 1 liter pack, 4 liter pack, choc-bar, ice-

candies, cones and kulfies.

Special features:

Various varieties ice cream can be made from the

basic ix by addition of required amount of permissible colors and flavors.

Dry fruits and nuts would be used for making premium verities of ice-cream.

(3) Process of Ghee :The cream is separated from the separator machine and it is

collected in the butter churning machine. This machine is resolved for

one and half hour and butter is prepared. This butter is further taken to


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the ghee kettle.Where it is heated at 40C prepared ghee. In the

department ghee is producing plant production in 28500 liters ghee on

per month and these ghee is preparing by mother dairy is producing in

the market name Amul ghee.

AMUL PURE GHEE is made from milk fat.

Composition: milk fat 99.7%

Moisture 0.3%

Special feature:

It is made from fresh cream. It has typical rich aroma

and granular texture. An ethnic product made by durries with decades

of experience. Rich sources of vitamin A, D, E, and k.

(4) Process of milk powder:In first co-operative society collecting milk and after this raw

milk, a laboratrian made fats and creamy milk. So he added some raw

materials like acid, salt and some other chemicals. So this milk is getting

more and more fats in milk alter this milk, its try more heating so it

made a powder. Mother dairy is special producing by some milk powder


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is healthy for kids and children. In mother dairy produces for some milk

powder those power is mix in so milk is very testy and nutritions. Milk

powder is two types.

{A}Cream milk powder:

Amul instant full cream milk powder is made from toned milk

vitamins A and D.

Composition:

Milk fat 28%

Protein 26%

Carbohydrates 37%

Minerals 60%

Moisture 3%

Calories value:

500 Kcal/100 gm every 60 gm of powder

contains minimum 1300i.u. vitamin A and 200i.u.

vitamin D.

Special feature:

The product has more milk fat as compared to normal

milk powders. It is packed under an atmosphere of nitrogen. The

product creamy white in color marketed in India since last 3 decades.


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{B} Skimmed milk powder is made from skimmed

milk.

Composition:Milk fat 1%

Milk protein 35%

Carbohydrates 51%

Minerals 7%

Moisture 3.5%

Special feature:

The product is really soluble in lukewarm water. It is especial

useful for diet preparation or for use by people on low calorie and protein

diet.

Milk and milk powder Revenue from sales

Raw milk inputs like seeds vet, ser, fertilizer

Cattle feed return profit

State level marketing federation

District milk producers union ltd.

Village milk co-operative society


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The product of Mother Dairy also made:

UHT milk

Mozzarella cheese

Frozen pizza

Masti tomato soup

Masti hot & sour soup

Kadhi

Alu paratha

Paneer paratha

Shahi paratha

Lassi

Village 1 Village 2 Village 3


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4.Marketing

Detail


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MARKETING INFORMATION

Today Amul dairy is very successful dairy in our country. Each of the Amul

products is very tasty and very good. The Amul product is selling in every

where.

The national dairy development Board (NDDB) with its partner the

Gujarat co-operatives milk marketing federation (GCMMF), buttes known

as owner of the Amul brand is the one of the fastest growing FMCC

companies in India. The GCMMF is spending up its own investments. It has

brought into a dairy in NOIDA for RS. 60 crore and another one with a

processing capacity of 10 lakh liters a being setup in palanpur. The GCMMF

has its target worked out. The Federation,which did a turnover of RS.2746

crore by March 2003 hopes to touch. RS.10, 000 crore by March 2005.

Also in place will be distribution network of 75000 stockiest (3500

today) and 1 million retail outlets (4 lakh today).

The Amul brands consolidation the new product launches. While

GCMMFs unmatched sourcing system, by far its single most important

edge over competition is what keeps its a head of the game, it will have to

acknowledge a fast changing chocolates and normal, the big fight will be in

products that Amul has launched recently ice-cream, paneer and mithai up

against companies like HCL and Britinia who are disturbingly family as with

consumer psyche, Amuls top management might have in see competition as

more than just ancient till to their goals.


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Liquid milk marketing in Ahmedabad and up-country market

as helps liters pouch in 3 brands: -

1.Amul Taaza2.Amul Shakti3.Amul Gold-Mother dairys marketing strategy has been very good because it holds

market shares of around 60% in Ahmedabad. It sells its products under

a powerful brand of products.

-Amul dairy is the very largest dairy in our country. In India the position

of Amul dairy is very good. The total dispatch is of App 4.25 Liters per

day.

- Arrangement for marketing of milk powder, Ghee ice-cream is made

by GCMMF Anand.

- There are about 40 depots owned by GCMMF spread all over the

country for second leg dispatch.

- The Amul product like Amul Shrikhand, Amul Natural, and Amul Lite

Bread spread, Amul mithai cake, Amul pure Ghee, Amul chocolate all

these items are very popular in market. The product price is very

reasonable.

- Liquid milk marketing in Ahmedabad and up country market in half

liter pouch in 3 brands.

Amul Taaza

Amul Shakti

Amul Gold


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Amul Exports

GCMMF is Indias largest exporter of Dairy products. It has been accorded

a Trading House status. GCMMF has received the APEDA Award fromGovernment of India for Excellence in Dairy product Export for the last 5

years. Mother Dairy has set up a 100 per cent Export Oriented Unit with a

capacity for processing over 15000 metric tones of fresh produce annually.

Moreover, a new state-of-the-art plant with an installed capacity for

processing 10 metric tones of fruit per hour is being set up at Bangalore. The

units are ISO 9001-2000 and HACCP certified, and the products are Kosher

certified.

Consumer PacksAmul Pure Ghee

Amul Butter

Amul Shrikhand

Amul Full Cream Milk Powder

Amul Mithai Gulamjamun

Amul Skimmed Milk Powder

Nutramul Brown Beverage

Amul spray infant Milk FoodAmul Cheese

Bulk Packs

Amul Industrial Casein

Many of their products are now available in the USA, U.K., New Zealand

and Gulf Countries.


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NEW PRODUCT DEVELOPMENT

New Product Development is a process of generating new products

Generation of new idea

Concept of Development and Testing

Pro type Development

Market Testing

Commercialization

The new product is generated by the whole process. Amul is very popular

brand of Gujarat. It serves great quality products at very reasonable rates. It

has a wide range of products. Amul also rocks its consumers by giving them

new range and a newer product which is never launched by other companies.

MARKET RESEARCH

Every research starts with a problem that the Marketer has to take

decisions in the long run about environmental forces which affects the

business. Research will help to solve the problems by collecting all the data.

Research is a process of asking questions and getting answers fromthe Market about the Environmental forces. Every research to be successful

should have some objectives. Objectives of research should be smart,

measurable, dynamic, realistic and time-bomb.


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Amul is doing great Market Research by using clear objectives to

achieve great and successful results.

MARKETING RESEARCH PROCESS

Define the problems and Research the objectives

Develop the Research Plan

Collect the Information

Analysis the Market

Check Present Research Plan

Make New Research Plan

MARKET SEGMENTATIONWhenever a market for a product or service consists of two or more buyers

the market is capable of being segmented. That can be divided in to

meaningful buyer groups, the purpose of segmentation is to determine the

largest consumers to prepare appropriate.

The market segmentation is done on the basic of 3 variables:

1. Geographical segmentation

2. Demographical or Stenographical segmentation

3. Behavioral segmentation


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For product of Mother Dairy the main three brands have below fat and

SNF.

BRANDS FAT SNFShakti 4.50% 8.50%

Taaza 3.00% 8.50%

Gold 6.00% 9.00%

So, we can evaluate that the brand:--

Gold is for the rich people, Shakti for middle class people and Taaza

for poor people.

COST STRATEGY

Amul is cost competitive due to its investment in project

manufacturing capabilities and manufacturing progress.Costs can set

the floor for the price that Amul Dairy can charge. It wants a price

that both covers all its cost for producing, distributing and selling the

product and delivers a rate of return for its efforts and risks.

DIFFERNTIATION

Amul offers a wide range of ice-cream. Also it has different prices for

different products.

Competitive Environment

Amul Foods Pvt. Ltd. has consolidated its position through totemic location,

manufacturing operation, clusters around Gujarat.


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Product MixDifferent varieties of ice-creams of good quality and wide range of product

will satisfy needs of the customers.

OffersCompany gives nice products with very special offer that consumer can not

left out without the taste of the product.

Some schemes are like this:


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Corporative Strategy

Achieve a global excellence by choosing the finest raw materials continually

investing in technology up-graduation and uncompromising quality.

Marketing Blue Prints of Amul Strategy led Investment.

Customer Service.

Marketing Leadership.

Uncompromising Quality.


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PRICING

In simple words price is the amount of money and other items with vitality

made to acquire a product recalling that utility is the attribute that has thepotential to satisfy wants.

Price List of products Marked: (Rs.) Price Quantity

(1) Bread spreads:

Amul Butter 16 100 g.

Amul Lite Fat Bread spread 30 100 g.

Amul Cooking Butter 11 100 g.

(2) Cheese Range:

Amul Pasteurized Process Cheddar Cheese 40 200 g.

Amul Processed Cheese Spread 32 200 g.

Amul Pizza (Mozzarella) Cheese 42 200 g.

Amul Shredded Pizza Cheese

Amul Emmental Cheese

Amul Gouda Cheese 50 200 g.

Amul Malai Panner (Cottage Cheese) 13 100 g.

Utterly Delicious Pizza 35 100 g.

(3) Mithaee Range (Ethnic sweets)

Amul Shrikhand 60 1 kg.

Mango 70 1 kg.Saffron

Almond Pistachio

Cardomon

Amul Amrakhand 18 200 g. Amul Mithaee Gulabjamuns 76 1 kg.

Amul Mathaee Gulabjamun Mix 35 200 g.

Amul Mithaee Kulfi Mix Avsar Ladoos 65 500 g.

(4) UHT Milk Range:

Amul Shakti 3% fat Milk Amul Tazza 1.5% fat Milk 7 200 g.

Amul Gold 4.5% fat Milk 30 1 lit.

Amul lite Slim-N-Trim Milk 0% fat Milk 25 1 lit.

Amul Shakti Toned Milk

Amul Fresh Cream 18 200 g.

Amul Snowcap Softy Mix 50 1 lit.


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(5) Pure Ghee:

Amul Pure Ghee 160 1 lit.

Sagar Pure Ghee 160 1 lit.

Amul cow Ghee 170 1 lit.

(6) Infant Milk Range:

Amul Infant Milk Formula 1 (0-6 months) 105

Amul Infant Milk Formula 1 (6 months above) 105

Amulspray Infant Milk Food 33 500 g.

(7) Milk powders:

Amul Full Cream Milk Powder 70 500 g.

Amulya Dairy Whitener 78 500 g.

Sagar Skimmed Milk Powder 70 500 g.

Sagar Tea and Coffee Whitener

(8) Sweetened Condesed Milk: Amul Mithaeemate Sweetened Condesed Milk 40 400 g.

(9) Fresh Milk:

Amul Tazza Toned Milk 3% fat 11 500 ml

Amul Gold Full Gream Milk 6% fat 12.50 500 ml

Amul Shakti Standardized Milk 4.5% fat 11.50 500 ml

Amul Slim & Trim Double Toned Milk 1.5% fat 10 500 ml

Amul Cow Milk 11.50 500 ml

(10) Curd Products:

Yogi Sweetened Flavoured Dahi (dessert)

Amul Masti Dahi (Fresh Curd) 9 200 g.

Amul Masti Spiced Buttermilk 6 200 g. Amul Lassee 12 500 g.

(11) Amul Ice-cream:

Royal Treat RangeButterscotch 13 100 ml.

Rajbhog 15 100 ml.Malai Kulfi 12 100 ml.

Nut-O-Mania Range

Kaju Draksh 13Kesar Pista Royale 15

Fruit Bonanza (combo) 110 750 ml.

Roasted Almond 18

Natures Treat 100 ml.

Alphanso Mango 15 100 ml.

Fresh litchi 15 100 ml.Shahi Anjir 18 100 ml.


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Fresh Strawberry 15 100 ml.Black Current 12 100 ml.

Santra Mantra 15 100 ml.

Fresh Pineapple 15 100 ml.

Sundae Range

Mango 12Black Currant 12Sundae Magic 65

Double Sundae 80

Assorted Treat

Chocobar 10 60 ml.Dolies 10 60 ml.

Frostik 15 60 ml.

Ice Candies 5 60 ml.Tricone 10 60 ml.

Chococrunch 15 60 ml.

Megabite 20 60 ml.Cassatta 22 60 ml.

Utterly Delicious

Vanila 10 100 ml.

Strawberry 10 100 ml.Chocolate 12 100 ml.

Chocochips 15 100 ml.

Cake Magic 200 1 kg.

(12) Chocolate & Confectionery:

Amul Milk Chocolate 10 35 g.

Amul Fruit & Nut Chocolate 15

(13) Brown Beverage:

Nutramul Malted Milk Food 80 500 g.

(14) Milk Drink:

Amul Kool Flavored MilkMango 12 200 ml.

Strawberry 12 200 ml.Cardmon

Rose 8 200 ml.

Chocolate 10 200 ml.

Amul Kool Caf 13 200 ml.

(15) Health Beverage:

Amul Shakti White Milk Food 110 500 g.


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FEATURES:-

1 Internal factor. Marketing objective

Marketing mix strategy

Cost

Org. consideration2 External factor Nature of mkt. & demand

Re-sellers Government

Other environmental factors

TARGET MARKETING

In todays competitive market place any company. Which wants to be

successful must be customer centered where consumers differ in one or

another way. They may differ in their wants, resources, location, buying

attitudes and buying practices.

A marketer can rarely satisfy every ones needs in a market. There are

too many different types of consumers with too many different kinds of

needs people with every age group, every cultural group, every status group

etc. want to eat ice-cream and buy it less or more.


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PACKAGING

Packaging involves designing & producing the container or wrapper for a

product. The package may include the products primary container a

secondary container. Thrown out when the product is about shipping

package necessary to store identify and the ship the product. Innovative

packaging can give a company an advantage over competitors. Where in

contrast poorly designed package can headaches for consumer and last sales

for the company. In recent year product safety has also become a major

packaging concern.Developing an effective package requires a number of decisions.

From the perspective of both the firm and consumers, packaging must

achieve a number of objectives:-

Identify the brand

Convey descriptive & persuasive information

Facilitate product transportation and protection

Assist at home storage &

Aid product consumption

MOTHER DAIRY packed their product in the box when they

received the order. They have a special department for the packing of the

product.


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LABELING

Labeling the printed information appearing on or with the package is

also a part of packaging labels may range from simple tags attached to thecomplex graphics that are part of the package. At the very last the label

identifies the product or brand label might also decide several things about

the product. Who made, where it was made, when it was made, its contents

how is to be used, how might promote the product through attractive

graphics.

Amul has packaging and labeling department all the materials come

packed in the plastic bags so that it would not be affected by dust with the

help of these packaging machines all the work regarding packaging is done.

Also ovens are used for testing of test tubs.

All these things are mentioned in the checking receipts which is

subscribed by the laboratory and the chemist and after that all the process of

making product is done the above mentioned all things are checked and

therefore remarked is made and person in charge signatures the receipts.


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BRANDING

All the product of MOTHER DAIRY whether Milk and other

Accessories are marketed under the only brand name of AMUL.ere

Branding are more than just names and symbols. A brand represents

consumers perceptions and feelings about a product and its performance.

Everything that represents the product or service means to the consumers.

A brand is a name, term, sign, symbol or a combination to identify the

products of one seller or a one group of sales and to differentiate them from

competitive products.

Branding is a process of classify a distinctive brand name or symbol

to a product in order to differentiate it from competitive products.


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DEMAND MEASURING

Forecasting of demand is a very important task in Marketing. The unit has

to look forward and so for that forecasting of demand is very necessary.

Different company has different techniques and so as our Amul.

The main sources of measuring the demand are past sales. The unit

takes in to account the past sales in the different seasons and measures

demand.

The other techniques used by Amul are expected growth, kind of input i.e.

sales promotion, production and last but not the least through in built

exercise or in built data. Everything is done in the unit.

DEMAND MEASURE

PAST SALES

EXPECTED GROWTH

KIND OF INPUT

SALES PROMOTION

PRODUCTION

IN BUILT EXERCISE


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IN BUILT DATA

DISTRIBUTION CHANNEL

Mother dairy also markets its earlier products like Ice-cream earlier it

used to market its Ice-cream under the name of Amul but recently it has

started to market Ice-cream under the name of Mother dairy.

The marketer uses this distribution channel to dispatch or deliver the

physical product or service to the buyer or users. The distributor channel

must be effective in any company which wants to succeed in this

competitive market. There are physical distribution channels and service

distribution channel. Trade channel are like distributors whole suffers and

retailers.

Amul distribution channel is effective which is crucial for the success of

the unit. The Distribution Chart of Amul is described as follows:

PRODUCERS

AGENTS

WHOLE-SELLERS

RETAILERS

CONSUMERS


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ADVERTISING

Advertising literally means to know to public, especially to encourage

sales. Advertising is presentation of ideas, goods or service paid for buy

identify or identifiable sponsors.

Advertising is the non personal mass selling. In modern & dynamic

world, no business can survive without advertising. So advertising is one of

the most important aspects of the business.

Now the problem is how to advertise. So advertisement should be

with a view point to maximize returns on money invested. Advertisement is

proven as the covering message of the company in the potential buyers

through the different types of media, which will give information about the

quality of the product.

The element of good advertising plants is: -

1.The market2.The competition3.consumer profile & attitudes4.distribution5.Evaluation of previous advertising6.objectives7.strategy8.copy9.Media10. Promotion


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11. Research12. Budget

MARKETING CHART

MARKETING

MARKETING SERVICE MANAGER

OFFICE MANAGER

ADVERTISING MANAGER

SALES MANAGER

PHYSICAL DISTRIBUTION MANAGER

COMPETITIORS

Though Amul is very famous all over the country and now even

some of the countries, it has equally though competitors its competitors

includes Britannia, Nestl, Glaca, Hindustan lever ltd, Dabon, Nescafe, and

Gamble etc.

Amul is market leader in infant milk food spray with 65% market

lactogen. This has 30% market share. Amul scores over Nestle mainly on

price factors it costs 40% less.

By far, the biggest advantage that Amul has its cost, which enables

price to be kept in cheat distribution, is new area where it cost competition.


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5.

Financial

Detail


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[A] INTRODUCTION OF FINANCIALDEPARTMENT

Finance includes rising of the financial resources & their

utilization effectively & purposefully. Finance helps the pace of the business to

go smoothly. This particular aspect makes financial management very feasible

& important of the entire business.

Financial management is that managerial activity which concerned

with planning & controlling of the firms financial resources. As a separate

activity or discipline, it is of recent origin. The practicing managers are

interested in this because among the most crucial decision of the firms are

those which relate to finance & an understanding of the theory of financial

management provides them with conceptual & analytical insights to make

those decision skillfully.

In business it is a said that finance is life line for every

organization, it is life blood of business. It is needed in each and every field so

it is very important task of financial manager to use in a proper way. The

raising of capital funds & using them for gene sating returns & paying returns

to the supplier of funds are called of the firm.

The main function of finance in any organization is day to day

expenditure. Purchase of technology expansion of unit and other such

activities. Its important role is determining the objectives or goal for which the

company is steeled up. If organization has finance than it can has effective

management and administration.


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[B] ORGANIZATIONAL OF FINANCIAL &

ACCOUNTING DEPARTMENT

Financial management is an integral part of the job of managers

and it involves planning, allocation of resources and control. Since finance

management is critical function area the ultimately responsibility of finance

management function lies with top management the nature of finance

department organization differs from firm to firm.

The finance department of mother dairy is organized is given as below:

MANAGING DIRECTOR

GENERAL MANAGER

DY.MANAGER

SUPERITENDENT

DY.SUPDT

SR.OFFICER

ASSISTANT

WORKER


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The total manpower of finance and accounts department of

district co-operative milk producer union ltd.:

Person No.

Asst.General Manager 1

Managers 2

Officers 16

Clerical staff 31

Peons 1

The main and important financial decisions are taken by top

management and other decisions are taken by the lower management.

The account department is divided into different sections.

1. Milk billing.2. Pay roll.3. Sales billing.4. Costing.5. Cash and bank.6. Book Writing.7. Data Processing.


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6.

Personnel

Detail


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PERSONNEL INFORMATION

The personal function is as important functions because good personal policies

of an organization ensure it of availability of the required types of employees

and also the removed of any disputes arising among the management and

employees.

Seeing the mother Dairys personnel policy we can see that it has very

good policy because the relationship between the management and the

employees are good and the personnel department is able to obtain the persons

of the required qualification.

Mother Dairy takes good care of its employees. These are 500

employees that care of the whole plant. As the plant is fully automatic the

employee requirement is less compared to other dairy. The machines are

imparted so the employees should be skilled enough to handle them.

These are 170 technical 110 staff and 230 trainees with an average age

of 23years.

Mother Dairy hires these employees on seasonable bases and out of the

total 500 employees these are 190 permanent employees and the rest are

seasonal.

Mother Dairy also has 10 women employees who are placed in the quality

assurance accounts and the administrations departments.

# Shifts: -

There are 3 shifts in the Dairy

1st

shift 7a.m.to 3 p.m.

2nd

shift 3 p.m.to 11p.m.

3rd

shift 11p.m.to 7 a.m.


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7.

Conclusion


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CONCLUSION

From the above report we can conclude that the dairy industry in India

and especially in Gujarat are growing very fast. It is not only meeting local

requirement but also emerging to be an export earning opportunity.

At the end of the report I can conclude that Mother Dairy has a very

good prestige in the market. The dairy has a good marketing co-operative

society and their brand name employees are very much satisfied with themanagement. The dairy is able to make good profit by providing satisfied

Quality product.This project report has provided as an opportunity to get a

brief view of the market for the chain of Milk and other product

The co-ordination and continence shows the bright future of the unit.

Observation future plans and achievement well known and prestigious

dairy in Gujarat. It is member of GCMMF. It is fully computerized plant in

all asia. It is one type of fully consumer goods industry and mother dairy is

fully supporting by Amul dairy. In these products produced by mother dairy

is brand name Amul. Mother dairy is surplus by his some other member of

Gujarat Co-operative milk marketing federation Ltd. Its a major venture

Gujarat GCMMF. It will increase by more and more produces by milk.

Mother dairy is collecting a 10,000 Liters In per day. Mother dairy is

situated at very good places area. So this transportation facility is very good

service in Gujarat.


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8.

Bibliography


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Bibliography

Marketing Management by Philip Kotler.

www.google.com

www.motherdairy.com

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

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