Comparative Study Into Sales & Distribution of AMUL DAIRY & PARAG DAIRY

8/12/2019 Comparative Study Into Sales & Distribution of AMUL DAIRY & PARAG DAIRY

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RESEARCH PROJECT REPORT

ON

Comparative Study into Sales & distribution of

AM! "A#R$ & PARA% "A#R$

S'M#TTE" #N PART#A! (!(#!MENT O( THE A)AR"

O( THE "E%REE O(

MASTERS O( 'S#NESS A"M#N#STRAT#ON *+,,-.

+,//0

MAHAMA$A TECHN#CA! N#1ERS#T$

nder %uidan2e of3 Submitted

by3

Mr. CYRILPARMAR PRAVEEN

KUMAR

(Trainingin charge) MBA III (SEM)

ROLLNO.0909470068


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%#MT #NST#TTE O( MANA%EMENT TECHNO!O%$4 %REATER NO#"A

Affiliated to Mahamaya Technical University

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"EC!ARAT#ON

I hereby dec!re "h!" "he #r$%ec" re#$r" e&"'"ed Comparative

Study into Sales & distribution ofAM! "A#R$ &

PARA% "A#R$

' !& $r''&! !&d !*"he&"'c +$r, d$&e by -e !&d ' b!ed *#$& "he

"*dy c$&d*c"ed by -e.

h' #r$%ec" re#$r" +! *&der"!,e& ! ! #!r" $/ "he M.B.A.

Pr$r!--e $/ M!h!-!y! ech&'c! U&'er'"y.

*Praveen 5umar0

M'A 6rd SEM

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ACKNOWLEDGEMENT

I would like to express my heartfelt gratitude toward Mr.Mr. . !. oshi "#. M.$

the chairman of the AMUL, who gave me permission to do my Summer

raining !ro"ect in AMUL. Also I would like to convey my sincere thanks to Mr.

Cyril %armar (Training in charge) who supported me in ac#uiring practical

knowledge throughout guiding me in my pro"ect.

I am deeply thankful to $IM Institute of Management % echnology for

permitting me to do Summer raining !ro"ect and encouraging me to complete

successfully. I would also like to thank my faculty mem&ers, for her keen

interest, valua&le guidance, inspiration, immense 'eal for hard work and

positive outlook towards the su&"ect. heir intellect, persuasiveness and

insistence on a good work were a guiding light in the darkness of my ignorance.

I would also like to express my sincere thanks to administrative personnel who

have helped me in carrying out my summer training. Lastly, I would like thank

all the persons who have helped me directly or indirectly in completing my

pro"ect successfully.

PRA1EEN

5MAR

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PREF CE

Summer Internship !rogramme is a part of M(A !rogramme, which is very

helpful in getting practical knowledge in this glo&ali'ation world. )ow*a*days

only theoretical knowledge is not enough to success in life &ut most important

we must have practical knowledge. +ith the help of this training, I came to

know how to apply theoretical knowledge in practice.

Main purpose of this training is to have awareness a&out industrial environment

and to know a&out different functions of an organi'ation like istri&ution,

!roduction and Marketing.

I got an opportunity in -AIA ISI/ /0*0!1AI21 MIL- U)I0)

LIMI1, Anand, $u"arat to undergo Summer Internship !rogramme as a part

of M(A !rogramme. I consider myself privileged that I got a chance to work

with reputed company and can upgrade my knowledge related to practical

aspect of &usiness world which is very helpful in my career &uilding.

.

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C&'T'T

Cha%ter *

Executive Summary

Introduction to the Indian Dairy Industry

Company Profile of mul

Company Profile of Para! Dairy

Sales and Distri"ution strate!ies

Cha%ter +

#esearch $ethodolo!y

%"&ective of the study

Si!nificance of the study

#esearch $ethodolo!y

Data Collection 'echni(ues

nalytical 'ools

)imitations of the study

Cha%ter ,

Data interpretation and *raphical nalysis

Cha%ter -

+indin!s, su!!estions and Conclusion

Anne/re

a- uestionnaire

"- /i"lio!raphy

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EXECUTIVE SUMM RY

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

to have good knowledge of the potential of a particular market. The growth

of a company is invariably determined not just by its strategy, but on how it

responds to the challenges it encounters. Over the decades A!" has

successfully countered several challenges that have come its way with

innovative responses and continuous improvement, which have enabled it

to remain stable and even convert some of these challenges into

opportunities. It is the culture of endurance that has accorded A!" the

insight and focus to deal with the current economic environment. #rawing

from its inner strength and beliefs, A!" responded by launching several

initiatives across all its operations in various geographies that are helping

the group achieve growth even in current times. It is also this very strategic

culture that will propel A!" to continue on its growth trajectory in years to

come.

'he report provides a comprehensive insi!ht into the company and also a"out the

companys S%' analysis. 'his report mainly studies in detail the various product

mix strate!ies of the company and also focuses on the se!mentation of "oth

company "ased and industry "ased and helps in analysin! the companys

competitive advanta!e and the reason "ehind its success.


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C7apter /

#N"#AN "A#R$ #N"STR$

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#NTRO"CT#ON TO THE #N"#AN

"A#R$ #N"STR$

The 0orld1s 2iggest dairy %rod/cing co/ntry is gro0ing fast and loo3ing to

2ecome an e%ort %o0erho/se des%ite ma4or 5/ality %ro2lems...

A 'ote to o/r Readers6 the follo8in! information on India9s dairy sector is reproduced

from India Infoline.com. India is the 8orld9s lar!est mil: producin! country and is

!ro8in! fast, 8ith an eye to8ard "ecomin! a ma&or dairy exporter. 'his article is

helpful readin! for anyone interested "etter understandin!.

Cons/mer 7a2its and Practices

$il: has "een an inte!ral part of Indian food for centuries. 'he per capita

availa"ility of mil: in India has !ro8n from 612 !m per person per day in 612 to

62!m in 62 and 273 !m in 6;.'his is expected to increase to 262!ms for

277.


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'here are re!ional disparities in production and consumption also. 'he per

capita availa"ility in the north is 21 !m, 8est 614 !m, south 64 !m and in the east

only 3 !m per person per day. 'his disparity is due to concentration of mil:

production in some poc:ets and hi!h cost of transportation. lso the output of mil: in

cereal !ro8in! areas is much hi!her than

else8here 8hich can "e attri"uted to a"undant availa"ility of fodder, crop residues, etc

8hich have a hi!h food value for mil:y animals.

In India a"out 40 per cent of the total mil: produced is consumed in li(uid form

and 41 per cent is converted into traditional products li:e cotta!e "utter, !hee, paneer,

:hoya, curd, malai, etc. %nly 1 per cent of the mil: !oes into the production of 8estern

products li:e mil: po8ders, processed "utter and processed cheese. 'he remainin! 54>

is utili?ed for conversion to mil: products. mon! the mil: products manufactured "y

the or!ani?ed sector some of the prominent ones are !hee, "utter, cheese, ice creams,

mil: po8ders, malted mil: food, condensed mil: infants foods etc. %f these !hee alone

accounts for 5>.

It is estimated that around 27> of the total mil: produced in the country is

consumed at producer;household level and remainin! is mar:eted throu!h various

cooperatives, private dairies and vendors. lso of the total produce more than 57> is

procured "y cooperatives and other private dairies.

hile for cooperatives of the total mil: procured 07> is consumed in fluid form and

rest is used for manufacturin! processed value added dairy products@ for private dairies

only 45> is mar:eted in fluid form and rest is processed into value added dairy

products li:e !hee, ma:han etc.

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Still, several consumers in ur"an areas prefer to "uy loose mil: from vendors

due to the stron! perception that loose mil: is fresh. lso, the current level of

processin! and pac:a!in! capacity limits the availa"ility of pac:a!ed mil:.

'he preferred dairy animal in India is "uffalo unli:e the ma&ority of the 8orld

mar:et, 8hich is dominated "y co8 mil:. s hi!h as > of mil: is produced in rural

India, 8hich caters to 12> of the total population, 8hereas the ur"an sector 8ith 2>

population consumes 50> of total mil: produced. Even in ur"an India, as hi!h as 3>

of the consumed mil: comes from the unor!ani?ed traditional sector.

Presently only 62> of the mil: mar:et is represented "y pac:a!ed and "randed

pasteuri?ed mil:, valued at a"out #s., 777 crores. uality of mil: sold "y unor!ani?ed

sector ho8ever is inconsistent and so is the price across the season in local areas. lso

these vendors add 8ater and caustic soda, 8hich ma:es the mil: unhy!ienic.

Mar3et i8e and #ro0th

$ar:et si?e for mil: Asold in looseB pac:a!ed form- is estimated to "e 30mn $' valued

at #s417"n. 'he mar:et is currently !ro8in! at round 4> pa in volume terms. 'he mil:

surplus states in India are ttar Pradesh, Pun&a", of national production.

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$il: production !re8 "y a mere 6> pa "et8een 641 and 617. Since the early

179s, under %peration +lood, production !ro8th increased si!nificantly avera!in! over

5> pa.

"out 15> of mil: is consumed at the household level 8hich is not a part of

commercial dairy industry. )oose mil: has a lar!er mar:et in India as it is perceived to

"e fresh "y most consumers. In reality ho8ever, it poses a hi!her ris: of adulteration

and contamination.

'he production of mil: products, i.e. mil: products includin! infant mil: food,

malted food, condensed mil: cheese stood at 3.71 la:h $' in 277. Production of

mil: po8der includin! infant mil:;food has risen to 2.25 la:h $' in 277, 8hereas

that of malted food is at 05777 $'. Cheese and condensed mil: production stands at

5777 and 66777 $' respectively in the same year.

Ma4or Players

'he pac:a!ed mil: se!ment is dominated "y the dairy cooperatives. *u&arat Co;

operative $il: $ar:etin! +ederation A*C$$+- is the lar!est player. ll other local

dairy cooperatives have their local "rands A+or e.!. *o:ul, arana in $aharashtra,

Saras in #a&asthan, Fer:a in Pun&a", Fi&aya in ndhra Pradesh, avin in 'amil =adu,

etc-. %ther private players include G Dairy,


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Pac3aging Technology

$il: 8as initially sold door;to;door "y the local mil:man. hen the dairy co;

operatives initially started mar:etin! "randed mil:, it 8as sold in !lass "ottles sealed

8ith foil. %ver the years, several developments in pac:a!in! media have ta:en place. In

the early 79s, plastic pouches replaced the "ottles. Plastic pouches made transportation

and stora!e very convenient, "esides reducin! costs. $il: pac:ed in plastic

pouchesB"ottles have a shelf life of &ust 6;2 days, that too only if refri!erated. In 60,

'etra Pac:s 8ere introduced in India. 'etra Pac:s are aseptic laminate pac:s made of

aluminum, paper, "oard and plastic. $il: stored in tetra pac:s

and treated under ltra


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Reg/latory 9rame0or3

'he dairy industry 8as de;licensed in 66 8ith a vie8 to encoura!e private

investment and flo8 of capital and ne8 technolo!y in the se!ment. lthou!h de;

licensin! attracted a lar!e num"er of players, concerns on issues li:e excess capacity,

sale of contaminatedB su"standard (uality of mil: etc induced the *overnment to

promul!ate the $$P% A$il: and $il: Products %rder- in 277. $il: and $il:

Products %rder A$$P%- re!ulates mil: and mil: products production in the country.

'he order re(uires no permission for units handlin! less than 67,777 litres of li(uid

mil: per day or mil: solids up to 577 'P. $$P% prescri"es State re!istration to

plants producin! "et8een 67,777 to 15,777 litres of mil: per day or manufacturin! mil:

products containin! "et8een 577 to 3,157 tones of mil: solids per year. Plants

producin! over 15,777 litres per day or more than 3,157 tones per year of mil: solids

have to "e re!istered 8ith the Central *overnment. 'he strin!ent re!ulations,

!overnment controls and licensin! re(uirements for ne8 capacities have restricted lar!e

Indian and $=C players from ma:in! si!nificant investments in this product cate!ory.

$ost of the private sector players have restricted themselves to manufacture of value

added mil: products li:e "a"y food, dairy 8hiteners, condensed mil: etc.

ll the mil: products except malted foods are covered in the cate!ory of

industries for 8hich forei!n e(uity participation up to 56> is automatically allo8ed.

Ice cream, 8hich 8as

earlier reserved for manufacturin! in the small;scale sector, has no8 "een de;reserved.

s such, no license is re(uired for settin! up of lar!e;scale production facilities for

manufacture of ice cream.

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Su"se(uent to de;canali?ation, exports of some mil: "ased products are freely

allo8ed provided these units comply 8ith the compulsory inspection re(uirements of

concerned a!encies li:eH =ational Dairy Development /oard, Export Inspection

Council etc. /ureau of Indian standards has prescri"ed the necessary standards for

almost all mil:;"ased products, 8hich are to "e adhered to "y the industry.

Pro%osal to Amend the MMP&

proposal to raise the exemption limit for compulsory re!istration of dairy

plants, from the present 67,777 litres a day to 27,777 litres, is "ein! considered "y the

nimal . In rural areas, "utterB

mar!arine have penetrated in 2.6> of households only. 'he use of these products in the

lar!e metros is hi!her, 8ith penetration at 65>.

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Penetration of cheese is almost nil in rural areas and ne!li!i"le in the ur"an

areas. Per capita consumption even amon! the cheese;consumin! households is a poor

2.4:! pa as compared to over 27:! in S. 'he lo8er penetration is due to peculiar

food ha"its, relatively expensive products and also non;availa"ility in many parts of the

country. /utter, mar!arine and cheese products are mainly manufactured "y or!ani?ed

sector.

Similarly, penetration of !hee is hi!hest in medium si?ed to8ns at 31.2>

compared to 36.1> in all ur"an areas and 26.3> in all rural areas. 'he all India

penetration of !hee is 24.6>. In relative terms, penetration of !hee is si!nificantly

hi!her in =orth and est, 8hich are mil: surplus re!ions. =orth accounts for 51> of

!hee consumption and est for 23>, South East to!ether account for the "alance

27>. lar!e part of !hee is made at home and "y smallB cotta!e industry from mil:.

'he relative share of "randed products in this cate!ory is very lo8 at around 6;2>.

$il: po8der and condensed mil: have not "een a"le to !arner any si!nificant

consumer acceptance in India as indicated "y a very lo8 4.1> penetration. 'he

penetration is hi!her at

.6> in ur"an areas and lo8er at 3.5> in rural areas. ithin ur"an areas, it is relatively

hi!her in medium si?ed to8ns at .5> compared to 1.1> in lar!e metros.

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%ort Potential

India has the potential to "ecome one of the leadin! players in mil: and mil:

product exports. )ocation advanta!eH India is located amidst ma&or mil: deficit

countries in sia and frica. $a&or importers of mil: and mil: products are

/an!ladesh, China,


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'here is a vast mar:et for the export of traditional mil: products such as !hee,

paneer, shri:hand, rasa!ulas and other ethnic s8eets to the lar!e num"er of Indians

scattered all over the 8orld.

#ndia8s e9ports of mil: produ2ts

"es2ription

*;uantity4 M T +,,>.,- +,,-./,

;uantity 1alue ;uantity 1alue ;uantity 1alue

S:immed mil: po?der @46>


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$a::han ; unsalted "utter. *hee ; "utter oil prepared "y heat clarification, for lon!er

shelf life. heer ; a s8eet mix of "oiled mil:, su!ar and rice. /asundi ; mil: and su!ar

"oiled do8n till it thic:ens. #a"ri ; s8eetened cream. Dahi ; a type of curd. )assi ; curd

mixed 8ith 8ater and su!arB salt. ChannaBPaneer ; mil: mixed 8ith lactic acid to

coa!ulate. hoa ; evaporated mil:, used as a "ase to produce s8eet meats. 'he mar:et

for indi!enous "ased mil: food products is difficult to estimate as most of these

products are manufactured at home or in small cotta!e industries caterin! to local areas.

Consumers 8hile purchasin! dairy products loo: for freshness, (uality, taste and

texture, variety and convenience. Products li:e Dahi and s8eets li:e heer, /asundi,

#a"ri are perisha"le products 8ith a shelf life of less than a day. 'hese products are

therefore manufactured and sold "y local mil: and s8eet shops. 'here are several such

small shops 8ithin the vicinity of residential areas. Consumer loyalty is "uilt "y

consistent (uality, taste and freshness. 'here are several s8eetmeat shops, 8hich have

"uilt a stron! "rand franchise, and have several "ranches located in various parts of a

city.


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ith increasin! ur"ani?ation and chan!in! consumer preferences, there is

possi"ility of lar!e scale manufacture of indi!enous mil: products also. 'he

e(uipments in mil: manufacturin! have versatility and can "e adapted for several

products. +or instance, e(uipments used to manufacture yo!urt also can "e adapted for

lar!e scale production of Indian curd products Adahi and lassi-. Si!nificant research

8or: has "een done on dairy e(uipments under the ae!is of =DD/.

$afco )imited sells )assi under the arey "rand and flavored mil: under the

Ener!ee franchise Ain the estern re!ion, mainly in $um"ai-. /ritannia has launched

flavored mil: in various flavors in tetra pac:s.

*C$$+ has also made a "e!innin! in "randin! of other traditional mil:

products 8ith the launch of pac:a!ed Paneer under the mul "rand. It has also created

a ne8 um"rella "rand mul $ithaee, for a ran!e of ethnic Indian s8eets that are

proposed to "e launched the first ne8 product mul $ithaee *ula"&amun has already

"een launched in ma&or Indian mar:ets.

=estern Mil3 Prod/cts

estern mil: products such as "utter, cheese, yo!urt have !ained popularity in the

Indian mar:et only durin! the last fe8 years.


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Capa2ity e9pansion in C7eese

Company 'rands State Capa2ity

"ynami2s

%roup

Manufa2tures for

'ritannia

Ma7aras7tra 6B tons per

day

%CMM( Amul %uFarat +, tons per

day

AP""C( 1iFaya And7ra

Prades7

/, tons per

day

Mil: Po?der

$il: po8der is mainly of 2 types

J hole mil: po8der

J S:immed mil: po8der

hole mil: po8der contains fat, as distin!uished from s:immed mil: po8der, 8hich is

produced "y removin! fat from mil: solids. S:immed mil: po8der is preferred "y diet

conscious consumers. Dairy 8hiteners contain more fat than s:immed mil: po8der "ut

less compared to 8hole mil: po8der. Dairy 8hiteners are popular mil: su"stitute for

ma:in! tea, coffee etc.

'he penetration of these products in mil: a"undant re!ions is driven "y

convenience and non perisha"le nature Alon!er shelf life- of the product.

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+lavour mil: 47777 "ottles

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Ma4or Players

$il: Po8derBDairy hitenersH $a&or s:immed mil: "rands are Sa!ar A*C$$+- and

=andini Aarnata:a $il: +ederation-, mul +ull Cream mil: po8der is a 8hole mil:

po8der "rand.

)eadin! "rands in the dairy 8hitener se!ment are =estlLs Everyday, *C$$+9s

mulya, Dalmia Industry9s Sapan, 8ality Dairy India9s reamountry, oc:hardt9s

+arm +resh and /ritannia9s $il:man Dairy hitener.

Condensed Mil3

'he condensed mil: mar:et has !ro8n from 777 $' in 2771 to 66777 $' in 277.

Condensed mil: is a popular in!redient used in home;made s8eets and ca:es. =estlLs

$il:maid is the leadin! "rand 8ith more than 55> mar:et share. 'he only other

competitor is *C$$+9s mul.

Infant 9oods

=estle is the mar:et leader in the se!ment. 'his is a cate!ory 8here "rand loyalties are

very stron! as mothers 8ant the "est for their "a"ies. mar:et share and share. or: hard is a

relatively ne8 entrant 8ith its +irst +ood "rand. oc:hardt also proposes to launch a

ne8 "a"y food Easum containin! moon! Amoon! is one of the easily di!esti"le pulses-.

'he Easum "rand 8ill directly compete 8ith =estle9s =estum Amade from rice-.

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In infant formula also =estle9s )acto!en formula and )acto!en standard formula

are the leadin! "rands 8ith around 15> mar:et share. %ther "rands are


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MaFor dairy produ2ts manufa2turers

Some of t7e maFor dairy produ2ts manufa2turers in t7e

2ountry3

Company 'rands MaFor Produ2ts

Nestle #ndia

!imited

Mil:maid4 Cerela24

!a2toGen4 Milo4

Everyday

S?eetened 2ondensed mil:4

malted foods4 mil: po?der

and "airy ?7itener

Mil: food

!imited

Mil: food %7ee4 i2e 2ream4 and ot7er

mil: produ2ts

Smit7 5line

'ee27am

!imited

Horli2:s4 Maltova4

1iva

Malted Mil: food4 G7ee4

butter4 po?dered mil:4 mil:

fluid and ot7er mil: based

baby foods Meaning

AMUL -e!& 1 #r'cee 1 '& S!&,r'" . A 2*!'"y c$&"r$ e3#er" '& A&!&d *e"ed

"he br!&d &!-e 1AMUL /r$- "he S!&,r'" +$rd 1A-$$y! !r'!&"5 ! -e!&'&

1#r'cee !re /$*&d '& eer! I&d'!& !&*!e. A-* #r$d*c" h!e bee& *ed

'& -''$& $/ h$-e '&ce 946 .

A-* b*""er

A-* -', #$+der

A-* hee

A-*#r!y

A-* cheee

A-* ch$c$!"e

A-* Ice cre!-

$d!y A-* ' ! y-b$ $/ -!&y "h'& . $/ h'h 2*!'"y #r$d*c" $d !"

re!$&!be #r'ce . "r'*-#h $/ '&d'e&$* "ech&$$y . O/ "he -!r,e"'& !y $/

! /!r-er $r!&':!"'$& . A&d #r$e& -$de /$r d!'ry dee$#-e&" .

M&TT&? @II&'? A' ;UALITY P&LICY

M&TT&

'he main motto of $) is to help farmers. +armers 8ere the foundation stone of

$). 'he system 8or:s only for farmers and for consumers, not for profit. 'he main

of $) is to provide (uality products to the consumers at minimum cost. 'he !oal of

$) is to provide maximum profit in terms of money to the farmers.

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@II&'

Fision of $) is to provide and vanish the pro"lems of farmers Amil: producers-.

'he $) apparition 8as to run the or!ani?ation 8ith co;operative of four main

parties, the farmers, the representatives, the mar:eters, and the consumers.

;UALITY P&LICY

e the motivated and devoted 8or: force of $) are committed to produce 8hole

some and safe foods of excellent (uality to remain mar:et leaders throu!h deployment

of (uality mana!ement system, state of art technolo!y innovation and eco; friendly

deli!htment of customer and "etterment of mil: producer

7IT&RY

In early 647s a farmer in aira district, as else8here in India, derived his income

almost entirely from seasonal crops. 'he income from mil: 8as paltry and could not "e

depended upon. 'he main "uyers 8ere mil: traders of Polson )td.;a privately o8ned

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company that en&oyed monopoly for supply of mil: from aira to the *overnment $il:

Scheme /om"ay. 'he system leads to exploitation of poor and illiterate farmers "y the

private traders.


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'hus their cooperative unions 8ere forced at villa!e and district level to collect and sell

mil: on a cooperative "asis, 8ithout the intervention of !overnment. $r. Fer!hese

urien had main interest in esta"lishin! union 8ho 8as supported "y Shri

'ri"huvandas Patel 8ho convinced farmers in formin! the cooperative unions at

thevilla!e level. O'he aira District Co;operative $il: Producers nion 8as thus

esta"lished in nand and 8as re!istered formally under section 67 of /om"ay ct FII

of 625 on Decem"er 64, 640. Since then farmers are sellin! all the mil: in nand

throu!h cooperative union. In 655 it 8as commonly decided the sell mil: under the

"rand name Omul

t the initial sta!e only 257 liters of mil: 8as collected everyday. /ut 8ith the

!ro8in! a8areness of the "enefits of the co;operative;ness the collection of mil:

increased. 'oday mul collect 57, 77,777 liters of mil: everyday. s the mil: is

perisha"le commodity it "ecame difficult to preserve mil: for a lon!er period. /esides

8hen the mil: 8as to "e collected from the far places there 8as a fear of spoilin! of

mil:. 'o over come this pro"lem the union thou!ht to develop the chillin! unit at

various &unctions, 8hich 8ould collect the mil: and could chill so as preserve it a for a

lon!er period. 'hus, today mul has more than 60 chillin! centers in various villa!es.

$il: is collected from almost 671 societies.

ith the financial help from =ICE+, assistance from the !overnment of =e8

ealand under the Colom"o plan, of #s. 57 million for factory to manufactory mil:

po8der and "utter. Dr. #a&endara Prasad, the president of India laid the foundation on

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=ovem"er 57, 654. Shri Pandit Ga8aharlal =ehru, the prim minister of India declared

it open at mul dairy on =ovem"er 27, 655.

plant to manufacture "alanced cattle feed 8as formally commissioned on

%cto"er 36, 604 "y Shri )al"ahadur Shastri, the Prime $inister of India. t the

re(uest of the !overnment of India, a ne8 dairy 8ith a capacity to manufacture 47 tons

of mil: po8der and 27 tons of "utter a day 8as completed in 603. 'his 8as meant to

meet the re(uirement of Indias defense forces. 'he dairy 8as declared open "y

Shri$orar&i Desai in pril, 605. in 614, the aira nion setup a plant to manufacture

hi!h;protein 8eanin! food, chocolate and malted food at $o!ar, a"out :m south of

nand.

In Septem"er, 66, the second cattle feed plant at Oan&ari 8ere started. 'he

succesion of the co;!eneration pro&ect on Septem"er 66, 65, mar:ed a milestone on

the ener!y front 8hen t8o !as tur"ine !enerators of 6.5 $ each "ased on natural !as,

8ere commissioned. %n %cto"er 36, 62, Dr. F. urien chairman, =ational Dairy

Development /oard, laid the foundation of aira nions third dairy 8ith a processin!

capacity of 0.5 la:h liters of mil: a day. or: on the third dairy and cheese plant at

Ohatra& 8ith capacity for 27 $etric 'on of cheese per day, "e!an in +e"ruary, 64.

lso in 64, aira nion put up "read spread plant at O$o!ar 8ith the assistance

from =ational Dairy Development /oard.

*u&arat Cooperative $il: $ar:etin! +ederation A*C$$+- is India9s lar!est food

products mar:etin! or!ani?ation. It is a state level apex "ody of mil: cooperatives in

47


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Mem2ers6 63 district cooperative mil: producers9

nion

'o. of Prod/cer Mem2ers6 2.0 million

'o. of @illage ocieties6 62,12

Total Mil3 handling ca%acity6 67.60 million litres per day

Mil3 collection 2.3 "illion litres

Mil3 collection 0.5 million litres

Mil3 rying Ca%acity6 54 $ts. per day

Cattle feed man/fact/ring Ca%acity6 2047 $ts per day

A2o/t Machinery

In $) Q 3 production of po8der, /utter and $il: are "ein! done

continuously. 'hese productions are done "y latest machineries e(uipped 8ith

computer system and it is handled "y one technicians.

; 'he $il: pasteuri?er machines "elon! to Alfa level com%any of P/ne

; Po8der plant machineries "elon! to L B T Larson and T/r2o

company of India

; /utter production machineries "elon! to .#.com%any of s0itr8land

and other

; /utter manufacturin! production machineries "elon! to imon 9eres

com.of 9rance

42


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%#*=IS'I%= S'#C'#E %+ $)


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44


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Sales Turnover

Sales Turnover Rs *million0 S *in million0

9949; 40


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Cheese Range6

mul Pasteuri?ed Processed Cheddar Cheese

mul Processed Cheese Spread

mul Pi??a A$o??arella- Cheese

mul Shredded Pi??a Cheese

mul Emmental Cheese

mul *ouda Cheese

mul $alai Paneer Acotta!e cheese-

tterly Delicious Pi??a

Mithaee Range (thnic s0eets)6

mul Shri:hand A$an!o, Saffron, lmond Pistachio, Cardamom-

mul mra:hand

mul $ithaee *ula"&amuns

mul $ithaee *ula"&amun $ix

mul $ithaee ulfi $ix

vsar )adoos

U7T Mil3 Range6

mul Sha:ti 3> fat $il:

mul 'aa?a 6.5> fat $il:

mul *old 4.5> fat $il:

40
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mul )ite Slim;n;'rim $il: 7> fat mil:

mul Sha:ti 'oned $il:

mul +resh Cream

mul Sno8cap Softy $ix

P/re #hee6

mul Pure *hee

Sa!ar Pure *hee

mul Co8 *hee

Infant Mil3 Range6

mul Infant $il: +ormula 6 A7;0 months-

mul Infant $il: +ormula 2 A 0 months a"ove-

mulspray Infant $il: +ood

Mil3 Po0ders6

mul +ull Cream $il: Po8der

mulya Dairy hitener

Sa!ar S:immed $il: Po8der

0eetened Condensed Mil36

mul $ithaimate S8eetened Condensed $il:

9resh Mil36

41
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mul 'aa?a 'oned $il: 3> fat

mul *old +ull Cream $il: 0> fat

mul Sha:ti Standardi?ed $il: 4.5> fat

mul Slim 'rim Dou"le 'oned $il: 6.5> fat

mul Saathi S:immed $il: 7> fat

mul Co8 $il:

C/rd Prod/cts6

Ro!i S8eetened +lavoured Dahi ADessert-

mul $asti Dahi Afresh curd-

mul $asti Spiced /utter $il:

mul )assee

4
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7ealth


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Call her the +riday to +riday star. #ound eyed, chu""y chee:ed, 8in:in! at you,

from strate!ically placed hoardin!s at many traffic li!hts. She is the mul moppet

everyone loves to love Aincludin! pric:ly votaries of the Shiv Sena and /GP-.


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O&e $/ "he /'r" A-* h$!rd'&

In India, food 8as somethin! one couldn9t afford to fool around 8ith. It had "een ta:en

too seriously, for too lon!. Sylvester daCunha decided it 8as time for a chan!e of

ima!e.

'he year Sylvester daCunha too: over the account, the country sa8 the "irth of a

campai!n 8hose charm has endured fic:le pu"lic opinion, !immic:ry and all else.

'he mul !irl 8ho lends herself so completely to mul "utter, created as a rival to the

Polson "utter !irl. 'his one 8as sexy, villa!e "elle, clothed in a tantali?in! choliall "ut

coverin! her upper re!ions. Eustace +ernande? Athe art director- and I decided that 8e

needed a !irl 8ho 8ould 8orm her 8ay into a house8ife9s heart. nd 8ho "etter than a

little !irlT says Sylvester daCunha. nd so it came a"out that the famous mul

$oppet 8as "orn.

'hat %cto"er, lamp :ios:s and the "us sites of the city 8ere splashed 8ith the

moppet on a horse. 'he "aseline simply said, 'horou!h "read, tterly /utterly

Delicious mul,. It 8as a matter of &ust a fe8 hours "efore the daCunha office 8as

rin!in! 8ith calls. =ot &ust adults, even children 8ere callin! up to say ho8 much they

had li:ed the ads. 'he response 8as phenomenal, recalls Sylvester daCunha. e

:ne8 our campai!n 8as !oin! to "e successful.

52


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+or the first one year the ads made statements of some :ind or the other "ut they had

not yet ac(uired the topical tone. In 601, Sylvester decided that !ivin! the ads a solid

concept 8ould !ive them extra milea!e, more dum, so to say. It 8as a decision that

8ould stand the daCunhas in !ood stead in the years to come.

In 60, 8hen the city first sa8 the "e!innin! of the


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'here are stories a"out the "utter that people li:e to relate over cups of tea. +or

over 67 years I have "een collectin! mul ads. I especially li:e the ads on the "ac:s of

the "utter pac:ets, says $rs. Sumona Farma. hat does she do 8ith these adsT I

have made an al"um of them to amuse my !randchildren, she lau!hs. 'hey are almost

part of our culture, aren9t theyT $y !randchildren are already "e!innin! to realise that

these ads are not &ust a source of amusement. 'hey ma:e them a8are of 8hat is

happenin! around them.

Despite some of the ne!ative reactions that the ads have !ot, DaCunhas have

made it a policy not to play it safe. 'here are numerous ads that are ris(uL in tone.

e had the option of "ein! s8eet and playin! it safe, or ma:in! an impact.

fine "alance had to "e struc:. e have a campai!n that is stron! enou!h to ma:e a

statement. I didn9t 8ant the hoardin!s to "e pleasant or tame. 'hey have to say

somethin!, says #ahul daCunha.

e ran a couple of ads that created (uite a furore, says Sylvester daCunha. 'he

Indian irlines one really an!ered the authorities. 'hey said if they didn9t ta:e do8n the

ads they 8ould stop supplyin! mul "utter on the plane. So ultimately 8e discontinued

the ad, he says lau!hin!. 'hen there 8as the time 8hen the mul !irl 8as sho8n

8earin! the *andhi cap. 'he hi!h command came do8n heavy on that one. 'he *andhi

cap 8as a sym"ol of independence@ they couldn9t have anyone not ta:in! that seriously.

So despite their reluctance the hoardin!s 8ere 8iped clean. 'hen there 8as an ad

durin! the *anpati festival 8hich said, *anpati /appa more *hya A*anpati /appa ta:e

more-. 'he Shiv Sena people said that if 8e didn9t do somethin! a"out removin! the ad

they 8ould come and destroy our office. It is surprisin! ho8 vi!ilant the political forces

54


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are in this country. Even 8hen the Enron ads AEnr on or off- 8ere runnin!, #e"ecca

$ar: 8rote to us sayin! ho8 much she li:ed them.

A-*> #$'&" $/ 'e+ $& "he MR c$//ee c$&"r$ery

'here 8ere other instances too.


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PR&UCTI&' B&PRATI&' PARTM'T

I'TR&UCTI&'

Production mana!ement is refers to the process of correction of past mista:es catchin!

up 8ith the ne8 techni(ues, ta:in! up steps 8ith developin! techni(ues and ta:in!

measures for the production of !oods at competitive cost.U

'he "asic philosophy of production mana!ement is to launch a frontal attac: on

direct costs and effective use the availa"ility manpo8er 8eavin! ne8 techni(ues in to

the 8hole to :eep the production unit efficient and developin! production mana!ement

is the process of plannin!, or!ani?in!, directin! and controllin!.

'he mul is started 8ith only 257 liters of mil: per day. /ut no8 mul collect

avera!e la:hs of liters mil: per day. t the initial sta!e, mul has not any pro"lem

re!ardin! mil:, "ut in the 8inter season there 8as excess supply of mil:. So, mul has

to sell out that excess mil: at the lo8 price or mul has to face loss. 'o removin! these

pro"lems mul ta:e decision to set up a plant to process the surplus mil: "utter and

mil: po8der.

'oday the mul has three plants no8n as mul 6, 2 3 all three plant 8or:

24 hours a day continuously. 'he all manufacturin! process is done automatically. 'he

production is done in the special machines. 'hese machines and the technolo!y are

import;id from the '#+' PE Company. 'here is also facility of chillin! of mil:,

so that the mil: remains usa"le.

'oday three plant of $) perform different function.

$) Q 6 presently it is use as a !o do8n for storin! ra8 materials.

50


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6. $) Q 2 'oday in this unit, the production process of *hee and pac:in!s are

runnin! .

2. $) Q 3 'his unit is producin! $) "utter, $) spray po8der, and

flavored mil:.

0rgani'ation Structure

Managing irector

$eneral Manager

airy !lant Asstt. $. M.

Manager Manager 0fficer A.M.

3!roduction4 31ng.4 31ng.4

y. Manager +orkers 0fficers

31ng.4

A.M. echnicians31ng.4

1ng. +orkers

0fficers

echnicians

1ng. +orker

51


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5


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60/124


61/124


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Sent to different production section milk pouch packing

section

02


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64/124

9lo0 chart of


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exportghee &utter section

packaging lines

>.5g &lister pack 5


66/124

+;35 C%=DE=SI=* P)=' DE'I)S

$a:e H SSP ,+arida"ad

'ype H +allin! film vertical tu"e type

=o of Pre heater H 5

=o of calendria H 1

=o of vapor separators H 5

&PRATI&' TAIL

PR&UCT U A' C7ARACTRITIC

MIL!

%ne of the most versatile food consumed "y us. ll children start their 8ith mothers

mil: and continue to use it in one other throu!hout their life. It is the secretion from the

mammary !lands of a lactatin! mammal. 'he 8hite fluid, :no8 as mil:, is made up of

mil: fat and other mil: solids.

AMUL IC CRAM

mul ice cream is made up from fresh mil:.

Ice cream are rich in protein, calcium, dairy cream and vitamins.

Ice cream are a complete food, easy to di!est and full of ener!y.

MA'U9ACTURI'# PR&C 9&R IC CRAM

mul ice cream is made up from mil:, mil: products, su!ar, sta"ili?ers and emulsifiers.

Com%osition

$il: +at 63.5> to 64.5>

'otal Solids 47> to 46>

Su!ar 65> pprox.

cidity 7.61> to 7.6>

00


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Protein 3.> to 4.6>

01


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9ood nergy @al/e

Calories per 677 ml ;60.1 :cal

Flavors

2A)ILA , Straw&erry, !ineapple, 0range, ose, Mango, /hocolate, @oney*ew*Melon, utee

9ruity, Litchi, -esar !ista, -a"u raksh, (utterscotch, /hocE chips, a"&hog and /ashew

(reak.

Packaging

=< ml cup, 5


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MIL! PR&CI'#

6 7omogeni8ation6 ;$il: must then "e homo!eni?ed. ithout homo!eni?ation, the

mil: fat 8ould separate from the mil: and rise to the top. $il: fat is 8hat !ives mil: its

rich and creamy taste. In this process $il: is transferred to a piece of e(uipment called

a homo!eni?er. In this machine the mil: fat is forced, under hi!h pressure throu!h tiny

holes.

6 . Paste/ri8ationH; Pasteuri?ation is the process that purifies mil: and helps it stay

fresher, lon!er. $il: is pasteuri?ed "y heatin! it to 12VC for 60 seconds then (uic:ly

coolin! it to 4VC. Pasteuri?ation is named after )ouis Pasteur, the famous scientist.

0


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7 .Adding VitaminsF * /efore homo!eni?ation, vitamin D is added to all mil:.Fitamin D com"ined 8ith the calcium that naturally exists in mil: help !ives us stron!

"ones and teeth. Dairies also add Fitamin to s:im, 6> and 2> mil:. Fitamin is

!ood for our eyesi!ht.

?.Packaging MilkG * $il: is no8 ready to "e pac:a!ed. $il: is pumped throu!hautomatic fillin! machines direct into "a!s, cartons and &u!s. 'he machines are

carefully saniti?ed and pac:a!es are filled and sealed 8ithout human hands. Durin! the

entire time that mil: is at the dairy, it is :ept at 6V ; 2VC. 'his prevents the development

of extra "acteria and :eeps the mil: its freshest.

17


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=.StoringG*$il: is delivered to !rocery stores, convenience stores and restaurants inrefri!erated truc:s that :eep mil: cooled to 6V ; 4VC. 'he stores ta:e their mil: and

immediately place it in their refri!erated stora!e area. /ecause fresh mil: is so

important to our diets, dairies, and our health.

16


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/%%ly chain management of AMUL

UPPLIR

#CMM9D UPPLY C7AI'

Processing :

fter the union received the mil:, it 8as tested and if it 8as found to "e of !ood

(uality, it 8as sent for processin!. If the mil: 8as found to have hi!h acidity, it 8as

used to ma:e "uttermil:. #a8 mil: 8as sent throu!h a filter and clarifier and 8as

pasteuri?ed. +or pasteuri?ation, mil: 8as treated at hi!h temperatures for a specified.

'his helped in destroyin! the patho!ens and in maintainin! the (uality. fter

pasteuri?ation, the mil: 8as sent throu!h a separation machine.


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Distribution

*C$$+ coordinated 8ith various unions to !et a re!ular supply of mil: and dairy

products. 'he processed mil: and dairy products 8ere procured from district dairy

unions and distri"uted throu!h third party distri"utors. 'o ensure (uality and timely

deliveries, *C$$+ and the district unions had several mechanisms in place. 'he FCS

constantly monitored the deliveries of the mil: collected and ensured that the mil: 8as

pic:ed up on time. 'he unions monitored the supplies of mil: and the distri"ution of

finished products.

=AR 7&UI'#: mul products are availa"le in over 577,777 retail outlets across

India throu!h its net8or: of over 3,577 distri"utors. 'here are 41 depots 8ith dry and

cold 8arehouses to "uffer inventory of the entire ran!e of products. *C$$+ transacts

on an advance demand draft "asis from its 8holesale dealers instead of the che(ue

system adopted "y other ma&or +$C* companies. 'his practice is consistent 8ith

*C$$+9s philosophy of maintainin! cash transactions throu!hout the supply chain

and it also minimi?es dumpin!. holesale dealers carry inventory that is &ust ade(uate

to ta:e care of the transit time from the "ranch 8arehouse to their premises. 'his &ust;

in;time inventory strate!y improves dealers9 return on investment A#%I-. ll *C$$+

"ranches en!a!e in route schedulin! and have dedicated vehicle operation .

13


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MIL! PR&CI'#


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UPPLY C7AI' PLA'ATI&' =IT7 IA#RAM

9I'ITI&' &9 @ALU C7AI'

s per the a"ove dia!ram there are the first components is ra8 materialH

In our company the ra8 materials are mil:, po8der for ice creams manufacturin!,

different types of flavors for ice creams, pac:a!in! material, su!ar etc. re(uired "y the

company for manufacturin!. In this step *C$$+ play a very important role it procures

mil: from villa!es and for this it develops three types of system and that is societies at

vill!e level, district level and state level.

15


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Second component is suppliers are the farmers and other ra8 material for

manufacturin! the ice creams are provided "y $


77/124

'he next step is the customers in this cate!ory there are restaurants includes. lso the

retail shopsand 8hole sellers are included.

'he last step is the consumer in 8hich the actual hose hold are included in this

cate!ory.

&/r Prod/ct

AMUL means "priceless"in Sans:rit. 'he "rand name mul, from the Sans:rit

moolya, 8as su!!ested "y a (uality control expert in nand. Fariants, all meanin!

priceless, are found in several Indian lan!ua!es. mul products have "een in use in

millions of homes since 640. mul /utter, mul $il: Po8der, mul *hee,

mulspray, mul Cheese, mul Chocolates, mul Shri:hand, mul Ice cream,

=utramul, mul $il: and mulya have made mul a leadin! food "rand in India.

A'urnoverH #s. 42.1 "illion in 2771;7-. 'oday mul is a sym"ol of many thin!s. %f

hi!h;(uality products sold at reasona"le prices. %f the !enesis of a vast co;operative

net8or:. %f the triumph of indi!enous technolo!y. %f the mar:etin! savvy of a

farmers9 or!ani?ation. nd of a proven model for dairy development.

11


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C7e2: out t7is vast and ever.Gro?inG ranGe of 8tasteful8 Amul dele2tableI

EPlease clic3 here to do0nload the latest PR&UCT TAILRE.


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*'" "he &eed $/

r$+'& K'd

Amul 5ool

C7o2olate Mil:

Amul 5ool

(lavoured 'ottled

Mil:

Amul 5ool

(lavoured Tetra

Pa2:

Amul Masti Spi2ed

'uttermil:

A-* '&"r$d*ce "he

Be" h'r" *e&ch'&

?r'&,

Amul 5ool T7andai

Po?der Mil:

1
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Amul Spray

#nfant Mil: (ood

S"'5 M$"her> M',

' Be" /$r y$*r

b!by

Amul #nstant

(ull Cream Mil:

Po?der

A d!'ry '& y$*r

h$-e

SaGar S:immed

Mil: Po?der

h'ch ' e#ec'!y

*e/* /$r d'e"

#re#!r!"'$& $r /$r

*e by #e$#e $&

$+ c!$r'e !&d

h'h #r$"e'& d'e".

SaGar Tea Coffee

)7itener

Amulya "airy

)7itener

he R'che"5

P*re" ?!'ry

h'"e&er

(res7 Mil:

7
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Amul (res7 Mil:

h' ' "he -$"

hy'e&'c -',

!!'!be '& "he

-!r,e". P!"e*r'ed

'& "!"e$/"he!r"

#r$ce'& #!&" !&d

#$*ch#!c,ed /$r

c$&e&'e&ce.

Amul %old Mil:

Amul Taaa "ouble

Toned Mil:

Amul !ite Slim and

Trim Mil:

Amul (res7 Cream Amul S7a:ti Toned

Mil:

Amul Cal2i

6
http://www.amul.com/fresh-fmilk.htmlhttp://www.amul.com/fresh-gold.htmlhttp://www.amul.com/fresh-tazza.htmlhttp://www.amul.com/fresh-tazza.htmlhttp://www.amul.com/fresh-slim.htmlhttp://www.amul.com/fresh-slim.htmlhttp://www.amul.com/fresh-cream.htmlhttp://www.amul.com/fresh-shakti.htmlhttp://www.amul.com/fresh-shakti.htmlhttp://www.amul.com/amulcalciplus.htmlhttp://www.amul.com/amulcalciplus.htmlhttp://www.amul.com/fresh-shakti.htmlhttp://www.amul.com/fresh-cream.htmlhttp://www.amul.com/fresh-slim.htmlhttp://www.amul.com/fresh-tazza.htmlhttp://www.amul.com/fresh-gold.htmlhttp://www.amul.com/fresh-fmilk.htmlhttp://www.amul.com/fresh-fmilk.htmlhttp://www.amul.com/fresh-gold.htmlhttp://www.amul.com/fresh-tazza.htmlhttp://www.amul.com/fresh-tazza.htmlhttp://www.amul.com/fresh-slim.htmlhttp://www.amul.com/fresh-slim.htmlhttp://www.amul.com/fresh-cream.htmlhttp://www.amul.com/fresh-shakti.htmlhttp://www.amul.com/fresh-shakti.htmlhttp://www.amul.com/amulcalciplus.html


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C7eese

Amul Pasteurised

Pro2essed C7eese

00C Vee"!r'!&

@heee -!de /r$-

-'cr$b'! re&&e"

Amul C7eese

Spreads

!"y @heee S#re!d

'& < re!" /!$*r.

Amul Emmental

C7eese

he Dre!" S+'

@heee /r$- A-*5

h! ! +ee"dry

/!$*r !&d h!:e&*"

!r$-!

Amul Pia

Moarella C7eese

P'::! cheee...-!,e

re!" "!"'& #'::!

%ouda C7eese

2
http://www.amul.com/cheese-cheddar.htmlhttp://www.amul.com/cheese-cheddar.htmlhttp://www.amul.com/cheese-spreads.htmlhttp://www.amul.com/cheese-spreads.htmlhttp://www.amul.com/cheese-emmental.htmlhttp://www.amul.com/cheese-emmental.htmlhttp://www.amul.com/cheese-mozzarella.htmlhttp://www.amul.com/cheese-mozzarella.htmlhttp://www.amul.com/cheese-gouda.htmlhttp://www.amul.com/cheese-gouda.htmlhttp://www.amul.com/cheese-mozzarella.htmlhttp://www.amul.com/cheese-emmental.htmlhttp://www.amul.com/cheese-spreads.htmlhttp://www.amul.com/cheese-cheddar.htmlhttp://www.amul.com/cheese-cheddar.htmlhttp://www.amul.com/cheese-cheddar.htmlhttp://www.amul.com/cheese-spreads.htmlhttp://www.amul.com/cheese-spreads.htmlhttp://www.amul.com/cheese-emmental.htmlhttp://www.amul.com/cheese-emmental.htmlhttp://www.amul.com/cheese-mozzarella.htmlhttp://www.amul.com/cheese-mozzarella.htmlhttp://www.amul.com/cheese-gouda.html


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(or Coo:inG

Amul SaGar Pure

%7ee

M!de /r$- /reh

cre!-. F! "y#'c!

r'ch !r$-! !&d

r!&*!r "e3"*re. A&

e"h&'c #r$d*c" -!de

by d!'r'e +'"h

dec!de $/

e3#er'e&ce.

Coo:inG 'utter

Amul Malai Paneer

Re!dy "$ c$$, #!&eer

"$ -!,e y$*r

/!$*r'"e rec'#e

tterly "eli2ious

Pia

Mit7ai Mate

S+ee"e&ed

@$&de&ed M',

ree /$+'& !&d

-$$"h "e3"*re.

Masti "a7i

3
http://www.amul.com/cooking-sagar.htmlhttp://www.amul.com/cooking-sagar.htmlhttp://www.amul.com/cooking-butter.htmlhttp://www.amul.com/cooking-paneer.htmlhttp://www.amul.com/cooking-pizza.htmlhttp://www.amul.com/cooking-pizza.htmlhttp://www.amul.com/cooking-mithai.htmlhttp://www.amul.com/cooking-mastidahi.htmlhttp://www.amul.com/cooking-mastidahi.htmlhttp://www.amul.com/cooking-mithai.htmlhttp://www.amul.com/cooking-pizza.htmlhttp://www.amul.com/cooking-paneer.htmlhttp://www.amul.com/cooking-butter.htmlhttp://www.amul.com/cooking-sagar.htmlhttp://www.amul.com/cooking-sagar.htmlhttp://www.amul.com/cooking-sagar.htmlhttp://www.amul.com/cooking-butter.htmlhttp://www.amul.com/cooking-paneer.htmlhttp://www.amul.com/cooking-pizza.htmlhttp://www.amul.com/cooking-pizza.htmlhttp://www.amul.com/cooking-mithai.htmlhttp://www.amul.com/cooking-mastidahi.html


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h'"e "$ cre!-y c$$r

+'"h ! #e!!&" "!"e.

4


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"esserts

Amul #2e Creams

Pre-'*- Ice @re!-

-!de '& !r'$*

!r'e"'e !&d /!$*r

+'"h dry /r*'" !&d

&*".

Amul S7ri:7and

A de'c'$* "re!"5

!&y"'-e.

Amul Mit7aee

%ulab Jamuns

P*re Kh$y! D*!b

G!-*-...be"

ered #'#'& h$".

Amul C7o2olates

he #er/ec" '/" /$r

$-e$&e y$* $e.

Amul !assee Amul 'asundi

Healt7 "rin:

5
http://www.amulicecream.in/http://www.amul.com/desserts-shrikhand.htmlhttp://www.amul.com/desserts-gulabjamun.htmlhttp://www.amul.com/desserts-gulabjamun.htmlhttp://www.amul.com/desserts-chocolates.htmlhttp://www.amul.com/desserts-lassee.htmlhttp://www.amul.com/desserts-basundi.htmlhttp://www.amul.com/desserts-basundi.htmlhttp://www.amul.com/desserts-lassee.htmlhttp://www.amul.com/desserts-chocolates.htmlhttp://www.amul.com/desserts-gulabjamun.htmlhttp://www.amul.com/desserts-shrikhand.htmlhttp://www.amulicecream.in/http://www.amulicecream.in/http://www.amul.com/desserts-shrikhand.htmlhttp://www.amul.com/desserts-gulabjamun.htmlhttp://www.amul.com/desserts-gulabjamun.htmlhttp://www.amul.com/desserts-chocolates.htmlhttp://www.amul.com/desserts-lassee.htmlhttp://www.amul.com/desserts-basundi.html


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Nutramul

M!"ed M', $$d

-!de /r$- -!"

e3"r!c" h! "he

h'he" #r$"e'&

c$&"e&" !-$& !

"he br$+&

beer!e #$+der

$d '& I&d'!.

Amul S7a:ti

Healt7 (ood

"rin:

A!'!be '& Ke!r

A-$&d !&d

@h$c$!"e

/!$*r.

0
http://www.amul.com/healthy-nutramul.htmlhttp://www.amul.com/health-toned.htmlhttp://www.amul.com/health-toned.htmlhttp://www.amul.com/health-toned.htmlhttp://www.amul.com/health-toned.htmlhttp://www.amul.com/healthy-nutramul.htmlhttp://www.amul.com/healthy-nutramul.htmlhttp://www.amul.com/health-toned.htmlhttp://www.amul.com/health-toned.htmlhttp://www.amul.com/health-toned.html


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PR&9IL &9 PARA# AIRY

Para! Dairy Q Delhi 8as set up in 614 under the %peration +lood Pro!ramme. It is

no8 a 8holly o8ned company of the =ational Dairy Development /oard A=DD/-.

Para! Dairy mar:ets sells dairy products under the Para! Dairy "rand Ali:e )i(uid

$il:, Dahi, Ice creams, Cheese and /utter-, Dhara ran!e of edi"le oils and the Safal

ran!e of fresh fruits ve!eta"les, fro?en ve!eta"les and fruit &uices at a national level

throu!h its sales and distri"ution net8or:s for mar:etin! food items.

Para! Dairy sources si!nificant part of its re(uirement of li(uid mil: from dairy

cooperatives. Similarly, Para! Dairy sources fruits and ve!eta"les from farmers B

!ro8ers associations. Para! Dairy also contri"utes to the cause of oilseeds !ro8er

cooperatives that manufactureB pac: the Dhara ran!e of edi"le oils "y underta:in! to

nationally mar:et all Dhara products. It is Para! Dairys constant endeavor to

Aa- Ensure that mil: producers and farmers re!ularly and continually receive mar:et

prices "y offerin! (uality mil:, mil: products and other food products to consumers at

competitive prices and@

A"- phold institutional structures that empo8er mil: producers and farmers throu!h

processes that are e(uita"le.

1


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t Para! Dairy, processin! of mil: is controlled "y process automation 8here"y

state;of;the;art microprocessor technolo!y is adopted to inte!rate and completely

automate all functions of the mil: processin! areas to ensure hi!h product (ualityB

relia"ility and safety. Para! Dairy is an ISB IS%;772, IS;65777 in the "randed sector in Delhi 8here it sells 2.3 million liters of mil: daily

and underta:es its mar:etin! operations throu!h around 64,777 retail outlets and 45

exclusive outlets of Para! Dairy.

'he companys derives si!nificant competitive advanta!e from its uni(ue

distri"ution net8or: of "ul: vendin! "ooths, retail outlets and mo"ile units. Para!

Dairy ice creams launched in the year 65 have sho8n continuous !ro8th over the

years and today "oasts of approximately 02> mar:et share in Delhi and =C#. Para!

Dairy also manufactures and mar:ets a 8ide ran!e of dairy products that include

/utter, Dahi, *hee, Cheese,


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ith increasin! demand another state;of;the;art fruit processin! plant has "een

set up at /an!alore 8ith fruit handlin! capacity of around 257 $' per day. Para! Dairy

has also "een mar:etin! the Dhara ran!e of edi"le oils for the last fe8 years. 'oday it is

a leadin! "rand of edi"le oils and is availa"le across the country in over 2, 77,777

outlets. 'he "rand is currently availa"le in the follo8in! variantsH #efined Fe!eta"le

%il, #efined Soy"ean %il, #efined Sunflo8er %il, #efined #ice /ran %il, achi *hani

$ustard %il and +iltered *roundnut %il. Para! Dairy has also launched extra vir!in

%live %il under the Daroliva "rand.

Para! Dairy has over the last 3 decades, harnessed the po8er of farmer

cooperatives to deliver a ran!e of delicious products and "rin! a smile on your face. In

times to come, Para! Dairy shall strive to remain one of Indias finest food companies.

List of Prod/cts Mar3eted6


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Para! $il:

Para! +resh Cream

P/re #hee6

Para! Pure *hee

Infant Mil3 Range6

Para! spray $il: +ood

Mil3 Po0ders6

Para!ya Dairy hitener

Sa!ar S:immed $il: Po8der

9resh Mil36

Para! 'aa?a 'oned $il:

Para! Co8 $il:

6
http://www.amul.com/fresh-cream.htmlhttp://www.amul.com/cooking-sagar.htmlhttp://www.amul.com/powder-milkfood.htmlhttp://www.amul.com/powder-dairy.htmlhttp://www.amul.com/powder-skimmilk.htmlhttp://www.amul.com/fresh-tazza.htmlhttp://www.amul.com/fresh-cream.htmlhttp://www.amul.com/cooking-sagar.htmlhttp://www.amul.com/powder-milkfood.htmlhttp://www.amul.com/powder-dairy.htmlhttp://www.amul.com/powder-skimmilk.htmlhttp://www.amul.com/fresh-tazza.html


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SA!ES O( 'TTER '$ TERR#TOR$ *5%0 (Ar!)

TERR#TOR#ES AM! 'TTER PARA% "A#R$

'TTER

1iFay NaGar ;9 0

S!&%!y P!ce 9=


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1iFay NaGar


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E9port Potential

India has the potential to "ecome one of the leadin! players in mil: and mil: product

exports. )ocation advanta!eH India is located amidst ma&or mil: deficit countries in

sia and frica. $a&or importers of mil: and mil: products are /an!ladesh, China,


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C7apter 6

Resear27met7odoloGy

1


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O'JECT#1E O( THE ST"$

mul Para! Dairy is the mar:et leader of dairy "ased food products in !ra

City. mul is the ma&or competitors in the mar:et a!ainst Para! Dairy. It is important to

!et an idea re!ardin! muls Para! Dairy position in !ra City. It 8ould not help

mul to capitali?e on existin! potential "ut also to formulate strate!ies and to fill the

loo: holes and !aps to fi!ht the competitive situation

'he %"&ective also containsH

'o determine the mar:et share of mul Para! dairy "ased product.

'o determine the consumer preferences of mul Para! dairy product 8ith the

help of some parameters ;(uality, taste, price, pac:in! style.

'o compare the dairy product of mul and Para! dairy on the "asis of a"ove

parameters


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I#'I9ICA'C &9 T7 T&PIC

Create the a8areness in the mar:et.

/uildin! confidence in retailers as 8ell as in the customer.

'o nderstand the terminolo!ies used in mar:et "y retailers.

Develop the usefulness in enhancin! the usa"ility of the product.

'o :no8 different sellin! s:ills at various situation of mar:et.

'o learn different strate!ies 8hich are used "y retailers in mar:et to convince

the customers.


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RARC7 MT7&&LY

$ethodolo!y for a study li:e this is the most important part .'he method of study

operate "y me is totally is to increase K to !ather the more information re!ardin!

this pro&ect.

'he ma&or emphasis in such studies is on the discovery of the ideas fruitful

relevant information. s such the research desi!n appropriate for such studies must

"e flexi"le enou!h to provide opportunity for considerin! different aspect of a

pro"lem under study.

I collected the information re!ardin! this pro&ect throu!h Q

I. P#I$#R D'

II. SEC%=D#R D'

Primary data is collected "y the customers and Para! retailers.

Secondary data is collected "y retailer personal intervie8.

Since our research is descriptive type, so research desi!n is also descriptive.

677


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am%le design6

Samplin! is a process of o"tainin! information a"out an entire population "y

examinin! only a part of it.

s depicted "elo8, I have ta:en 64 retailers and 37 customers as my sample

si?e

Sample sie3

REAILER H


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Areas 0here I made s/rvey

Fi&ay =a!ar

San&ay Place

handari

Si:andra

#a&pur Chun!i

Sadar /a?ar

Shastripuram

/odla

Geevni $andi

#a8at Para

/elan *an&

'a& *an&

)oha $andi

672


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LIMITATI&' &9 T7 TUY

'his survey althou!h carried out 8ith fullest possi"le efforts and devotion, the

limitation of the time, resources availa"le and limited area chose may lead to limited

representation of the universe. 'he ma&or limitations from 8hich the study suffers are

as follo8s.

'ime ConstraintH;

'ime factor has "een a very "i! limitation in the researchBsurvey li:e this. 'he

retailers have limited time so they sometimes refuse to ans8er the (uestionnaire, also

me as a surveyor has less time to conduct the survey. So the si?e of the sample 8as

restricted to !ra.

/iasness in InformationH;

It 8as felt that retailers did not come up 8ith true responses, in several cases the

retailers ans8ered the (uestions 8ith the help of other mem"ers and it 8as mostly in

case of less educated persons.

+inancial ConstraintH;

'he financial aspect, 8hich includes the travelin! cost, cost of administratin!

(uestionnaire and collection of data throu!h other resources 8as also costly.

Constraint re!ardin! the use of techni(ueH;

673


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'he deeper statistical techni(ues such as analysis usin! variance, multiple

re!ressions etc., could not "e adopted due to the constraint of time and efforts. So,

simple statistical techni(ues 8ere used to analy?e the data.

C7apter @

"ata #nterpretation

&

%rap7i2al analysis

674


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ANA!$S#S AN" #NTERPRETAT#ON O( "ATA

I. h'ch c$-#!&y> d!'ry #r$d*c" y$* *e

!arag, 5=D

Amul, ==D

0ther, 7


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II. h'ch $/ "he #r$d*c" -$"y y$* $ /$r

32%

20%

48%

28%

25%

47%

38%

2%

50%

3!%

22%

40%


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III. Are y$* !"'/'ed +'"h y$*r #r$d*c"

Hes, ;


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IV. hy !re y$* '&c'&ed "$ y$*r #r$d*c"

!0%

40%

!8%

32%

70%

30%

80%

20%


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110/124

satisfied 45>. Price "y consumer mul 37> and no17> and Para! 8ith satisfied 47>

and not satisfied 07>. Pac:in! "y consumer mul 25> and no15> and Para! 8ith

satisfied 15> and not satisfied 25>. uality 8ise mul 65> and no 5> and Para!

8ith satisfied 07> and not satisfied 47>.

RETA#!ER ANA!$S#S

I. I& d!'ry #r$d*c"5 +h'ch c$-#!&y #r$d*c" de-!&d '

h'her

!arag, 6


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#nterpretation3

;0#er ce&" c$&*-er de-!&d /$r A-* d!'ry #r$d*c" J


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#nterpretation3

mul dairy products Pac:in! Style 8ise "y consumer 7>, Para! preferred

27>. /rand preferred "y consumer e.!. 17> mul and 37> Para!. 'aste preferred "y

consumer 0> mul and 32> Para!. Price 8ise "y consumer 07> mul and 47>

Para!.

III. h'ch #r$d*c" $/ A-* ' #re/erred by c*"$-er

32%

20%

48%

28%

25%

47%

38%

2%

50%

3!%

22%

40%


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#nterpretation3

ll consumers Preferred 8ith their product and some consumer chan!e product

'aste "y consumer mul 7> and no27> and Para! 8ith Preferred 45> and not

Preferred 45>. Price "y consumer mul 37> and no17> and Para! 8ith Preferred

47> and not Preferred 07>. Pac:in! "y consumer mul 25> and no15> and Para!

8ith Preferred 15> and not Preferred 25>. uality 8ise mul 65> and no 5> and

Para! 8ith Preferred 07> and not Preferred 47>.

663


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C7apter B

'&d'&5

*e"'$& Jc$&c*'$&

(#N"#N%S

664


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6. 'he company caters to the Indian palate, 8hich is its primary driver of

success. In li!ht of this statement, critically examine the mar:etin! strate!ies

adopted "y mul Para! Dairy to capture a si?ea"le mar:et share of the

or!ani?ed Dairy "ased food Product in India.

2. In the modern competitive scenario, promotion is a :ey element in the

mar:etin! mix of a company. Critically analy?e the promotion strate!ies

adopted "y mul India Pvt. )td. hat other efforts must the company ta:e to

effectively promote its productsT

3. Dairy "ased Products contri"ute a ma&or share of the revenues of mul. *iven

the competitive scenario in the Dairy Products in India, 8here competitors such

as Para! Dairy are introducin! several innovative products, 8hat measures must

mul ta:e to remain competitiveT Explain in detail.

665


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RECOMMENDATIONS6. Company should have feed "ac: from mar:et and consumer

a"out the Dairy "ased Products.

2. 'he more +lavors of mul Para! Dairy Products should

"ecome in the $ar:et.

3. 'he company provided some small schemes for retailer also.

4. 'he company !ives some !ifts for customer also.

5. 'he company should associate itself 8ith some !ames or

tournaments li:e foot"all, cric:et and so on.

0. Company should provide sponsored seminar mar:et intelli!ence;

Company should maintain the healthy relationship 8ith mar:et distri"ution

channel i.e. 8hole seller, distri"utor, retailers 8hich 8ill "oost the "rand ima!e.

1. Company should chec: the mar:et real position help the trainees

and other survey or!ani?ations.

. Company should launch its 8e"site and use ne8 advertisin!

channels@ i.e.

X 'railer in cinema halls

X


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ANNEKRE

66


119/124

;EST#ONNA#RE

@USOMERH A??RESSH

NAME3 #NCOME3

I. hich company9s dairy product you use

a- Para! "- mul

c- %thers

II. hich of the product mostly you !o forT

a- *hee "- mil:

c- /utter d- cheese

III. re you satisfied 8ith your productT

a- Res "- =o

#ES%=Z

66


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e- ny other

[III. #an: the preferences of consumers for mul K Para! dairy.

Amul ParaG dairy Ot7ers

%7ee

C7eese

"a7i

'utter

Mil:

Ot7ers

622


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COMPARAT#1E ST"$ O( AM! AN" PARA% "A#R$ PRO"CTS

Consumer

Preferen2es

ParaG "airy Amul

%7ee Mil: 'utter C7eese %7ee Mil: 'utter C7e

ese

/< Pri2e F'h F'h F'h F'h L$+ L$+ L$+ L$+

+< ;uality F'h F'h F'h F'h D$$d D$$d D$$d D$$d

6< Taste Be""er Be""er Be""er Be""er D$$d D$$d D$$d D$$d

@< Pa2:inG Style Be""er Be""er Be""er Be""er Be" Be" Be" Be"

'#'!#O%RAPH$

$ar:et #esearch ; )uc: and #u"in

#esearch $ethodolo!y ; C.#. othari

623


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Comparative Study Into Sales & Distribution of AMUL DAIRY & PARAG DAIRY

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