Consumer Perception Regarding Amul Products in India

8/12/2019 Consumer Perception Regarding Amul Products in India

1/112

PROJECT REPORT

ON

CONSUMER PERCEPTION

REGARDING AMULPRODUCTS IN INDIA

SUPERVISOR

SUBMITTED BY

DR. R.N SINGH MANISH

GUPTA

ASSISTANT PROFESSOR BATCH:

2009-2012

BBA

6THs!

JAGRAN CO""EGE OF ARTS# SCIENCE AND COMMERCE

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&ANPUR

DEC"ARATION

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AC&NO;"EDGEMENT

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MANISH GUPTA

TABLE OF CONTENT

S.No. Page No.

1. Acknowledgement

2. Preface

3. Table of Contents

4. List of Charts and Graphs

Part-I

. !ntrod"ction of the Compan#

$. %istor# of the organi&ation

'. !ntrod"ction of the Topic

(. Performance of Prod"ct ) *er+ice

,. Problem faced

Part-II

1-. esearch methodolog#

esearch /b0ecti+e

esearch esign

esearch *t"d#

11. ata Anal#sis

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12. indings ) ecommendation

13. *"mmar#

14. Anne"re "estionnaire

1. 5ibliograph#

LIST OF CHARTS & GRAPHS

S.NO ILLUSTRATION P. No

1. *ales T"rn o+er Chart 462. "lar 7rban Profile 1-6123. Plants 8Pict"re9 2-621

4. :ilk Proc"rement 23

. *ales 24$. *"ppl# Chain $,'. An"l *ales T"rn /+er '1(. Price List of Am"l Cogitators '4,. ata Anal#sis and !nterpretation (6,'

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INTRODUCTION OF THE COMPANY

Am"l means ;priceless; in *anskrit. The brand name ;Am"l; from the

*anskrit ;Amool#a; was s"ggested b# a Am"l :ilk Powder> am"l Ghee> Am"l *pra#> Am"l Cheese>

Am"l chocolates> Am"l *hrikhand> Am"l !ce cream> ?"tranm"l> Am"l

:ilk and Am"l#a ha+e made Am"l a leading food brand in !ndia.

T"rno+er s. 2 billion in 2--2. Toda# Am"l is a s#mbol of man#

things of high and of a pro+en

model for dair# de+elopment.

The re+al"ation started as awareness ma# the farmers that grew and

mat"red into a protest mo+ement and determination to liberate them.

/+er fo"r decades ago the life of a farmer in aira district was like that

of his co"nterpart an#where also in !ndia. !ncome from dair# was "nder

pendable. Pri+ate traders and middleman controlled the marketing and

distrib"tion of milk. As milk is perishable> farmers were compelled to

sell it for what e+er# the# were offered. !n this sit"ation> the one who

gained was the pri+ate traders. Grad"all# the reali&ation downed on the

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farmers that the eploitation b# the traders co"ld be checker do onl# if

the# marketed their prod"ct themsel+es. To do this the# need some sort

of organi&ation this reali&ation is what led to the establishment of aira

istrict Cooperati+e :ilk prod"cer 7nion Limited 8Pop"larl# known as

Am"l9> which was formall# registered on ecember 14> 1,4$.

The aira 7nion started Paste"ri&ing milk for the 5omba# milk scheme

in B"ne 1,4(. An ass"red market pro+ed a great incenti+e to milk

prod"cers of the district b# the end of 1,4(> more than 4-- farmers

0oined in more +illage societies and the it was fo"nd that the 5omba#

:ilk *cheme co"ld not absorb the etra milk collected b# the aira

"nion in s"mmer when the prod"ction on an a+erage was 2. times

more than s"mmer. +en b# 1,3> the farmer@s embers ha+e no ass"red

market for the etra milk prod"ced s"mmer. The remed# was to set"p a

plant to process milk into prod"cts like b"tter and milk powder. A fi+e

:illion "pees Plant to man"fact"re milk powder and b"tter was

competed in 1,. !n 1,( the factor# was epanded to man"fact"re

sweetened condensed milk. Two #ear later a new wing was added for

man"fact"re of 2--- tons of roller deri+ed bab# food and $-- tons of

cheese per #ear. This cheese was based on the form"la de+eloped with

the assistance of Central ood Technolog# esearch !nstit"te 8CT!9>

:#sore. !t was the first time in world that bab# food and cheese where

made b# b"ffalo milk on a large commercial scale. Another r milestone

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was the completion as a pro0ect to man"fact"re balanced cattle food.

The plant was donated b# /DA: "nder the freedom from h"nger

campaign of the A/.

To meet the re132 +illages societies. ederation has helped for the

prod"cts the# prod"ce. :ore that 2.2( millions prod"cer members are

beneficent of the "nions.

Turnover Rs (million) US $ (in million)

1994-95 11140 355

1995-96 13790 400

1996-97 15540 450

1997-98 18840 455

1998-99 22192 493

1999-00 22185 493

2000-01 22588 500

2001-02 23365 500

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2002-03 27457 575

2003-04 28941 616

2004-05 29225 672

2005-06 37736 850

2006-07 42778 1050

2007-08 52554 1225

2008-09 67113 1504

2009-10 8053 1700

INFORMATION TECHNOLOGY INTEGRATION

At an earl# stage> federation recogni&ed the !T ecellence was essential

to retaining o"r comparati+e edge. !n the coming #ear federation will

implement =irt"al pri+ate network 8=P?9 connecti+it# to facilitate on

line information echange with b"siness partners and monitoring

prod"ction and sales in order to impro+e which has enhanced the Am"l brand across world>

gi+ing then another +ital b"siness.

EXPORTS

port t"rno+er of federation has grown "p b# 1'E in terms of +ol"me>

total eports being more than 4-- crore. "e to the s"bsidies allowed

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b# "ropean "nions> the international prices were +er# low as a res"lt

eport t"rno+er in +al"e terms has declined b# $E.

The "nion not onl# takes the responsibilit# of collecting and marketing

the s"rpl"s milk b"t also pro+ides member with e+er# pro+isions that is

re to pro+ide animal health care. A 24 ho"rs emergenc# ser+ice is

a+ailable at a fee s. 3 for members and s. 1-- for non members. All

the mobile +ans are e B"rs# b"lls etc. balanced

feed concentrate is man"fact"red in "nions cattle feed plant and sold to

the members thro"gh societies at cost.

After disc"ssing the origin and the acti+es of the federation now let@s

ha+e a look on the c"rrent position of the federation at +ario"s ends.

MILK PROCUREMENT

Total milk proc"rement b# the members has reached an a+erage of

2.3 lakh kilogram per da# from 4'.32 in 2--16-2.

SALES

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Total sales for the #ear 2--2 F 2--3 were 2'4.' crores incl"ding

consignment sales of s. 4-4.3 crores. "ring last #ear Am"l !ce

cream achie+ed second sales> with +ol"me growth b# 2, percent. 7%T

milk was a bonan&a prod"ct whose growth was $ percent in +ol"me

terms.

espite of intense competition and a market recession> sales of Am"l

5"tter grew b# ' percent and milk powder remains stead#. This growth

is partic"larl# pleasing as it demonstrates its abilit# to resist :?C

competition. ?ew prod"cts like pannier> mithai mate> soft# mi

demonstrated their potential to become dominant brands.

Am"l@s long life 7%T milk> has recei+ed a good response in 7A

c"rrentl# - tons per month of 7%T is imported and sold. Am"l is

eploring the possibilit# of la"nching Am"l !ce cream in g"lf> the

market demand for pi&&as is also being s"r+e#ed. Am"l b"tter

is also in high demand in foreign market c"rrentl# aro"nd 2- tons of

b"tter is imported per ann"m. Am"l ghee being in foreign market from

#ears> records close to -- tons per ann"m.

ith a +iew to increase the +ol"me and facilitate trade Am"l is

planning to set warcho"se this #ear> either at BAHA or in "bai cit#.

G"lf and est Asia is the largest o+erseas market for Am"l prod"cts

with 7A being the biggest b"#er in the region.

RETAILING

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Am"l has opened "tterl# elicio"s retail o"tlets across the co"ntr# to

enhance +isibilit# and brand e

federation has initiated a chairman and secretaries orientation program>

held at Gandhi ?agar :other dair#> which is foc"sed on strengthening

the leadership skills and +al"es.

TOTAL !UALITY MANAGEMENT

!n 1,,4> federation had embarked on the T: 8Total "alit#

:anagement9. !n 1,,, it recei+ed a0i+ Gandhi "alit# Award for the

#ear.

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:ore than 2--- ai&en@s 8small impro+ement in work areas9 were

made b# the emplo#ees of the federation indifferent areas. orkshops

on *C 8*tatistical "alit# Control9 ha+e been cond"cted across the

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R$ra a* $ra* /ote*t)a

R$ra-$ra* /ro#)e

Ura* R$ra

Pop"lation 2--16-2 8mn ho"sehold9 3 13

Pop"lation 2--,61- 8mn ho"sehold9 $, 13

E istrib"tion 82--16-29 2( '2

:arket 8TownsJ=illages9 3>'$( $2'>---

7ni+erse of /"tlets 8mn9 1 3.3

So$r(e0 Stat)'t)(a O$t)*e o# I*)a 12334-3567 NCAER

An a+erage !ndian spends aro"nd 4- per cent of his income on grocer# and ( per cent

on personal care prod"cts. The large share of fast mo+ing cons"mer goods 8:CG9 in

total indi+id"al spending along with the large pop"lation base is another factor that

makes !ndia one of the largest :CG markets.

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apid "rbanisation> increased literac# and rising per capita income> ha+e all ca"sed

rapid growth and change in demand patterns> leading to an eplosion of new

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opport"nities. Aro"nd 4 per cent of the pop"lation in !ndia is below 2- #ears of age

and the #o"ng pop"lation is set to rise f"rther. Aspiration le+els in this age gro"p ha+e

been f"elled b# greater media epos"re> "nleashing a latent demand with more mone#

and a new mindset.

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IMPORTANCE OF THE STUDY

5eing st"dent of :5A it is +er# essential for me to ha+e a practical knowledge in an

organi&ation. /nl# to st"d# b"siness administration co"rse knowledge is not the

sol"tion of the problems> which arise in practical field. There is a certain form"la for

an# partic"lar problem> b"t the aim of this st"d# is to de+elop the abilit# of decision

making. A right decision at right time and right place itself helps an organi&ation to

r"n smoothl#.

This st"d# gi+es an idea of all marketing acti+ities. *o the wa# a problem is sol+ed

right decision making and knowledge of different t#pes of making acti+ities gi+e

m"ch importance to the st"d#. /nl# in two month training it was not possible to

"nderstand it so deepl#> b"t an o+erall idea co"ld be de+eloped.

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Patel re maintaining and ordering new

e and noted how the co6operati+es co"ld transform the li+es of the

members. The most important feat"re of these co6operati+es is that the# r"n p"rel# as

farmer@s co6operati+es> with all the ma0or decisions being taken b# the farmers

themsel+es. The co6operati+es are not @r"n@ b# a separate b"rea"crac# with +ested

interests of its ownK the farmers are tr"l# in charge of their own decisions. An# farmer

can become a member b# committing to s"ppl# a certain the farmers 8or act"all#> in most cases> their wi+es and da"ghters9 bring

their milk to the +illage collection centers where and in the morning for the e+ening@s milk. This prompt settlement in cash is

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a great attraction to the farmers who are "s"all# cash star+ed. Thanks to the abo+e

s#stem> there are no disp"tes regarding which meant priceless in *anskrit. The

word was also eas# to prono"nce> eas# to remember and carried a wholl# positi+e

connotation. !t became the flagship brand name for the entire dair# prod"cts made b#

this "nion.

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!n 1,4> Am"l b"ilt a plant to con+ert s"rpl"s milk prod"ced in the cold seasons into

milk powder and b"tter. !n 1,(> a plant to man"fact"re cheese and one to prod"ce

bab# food were added6for the first time in the world> these prod"cts were made from

b"ffalo milk. *"bse Am"l had become a

milk giant with a large proc"rement base and a prod"ct mi that had e+ol+ed b#

challenging the con+entional technolog#.

!n his +isit to Anand in 1,$> the then Prime :inister of !ndia> Lal 5had"r *hastri>

was impressed b# what he saw6a s#stem that proc"red> processed and deli+ered high


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COMPANY PROFILE

GU:ARAT COOPERATIE MILK MARKETING FEDERATION

GCMMF: AN OVERVIEW

G"0arat Cooperati+e :ilk :arketing ederation 8GC::9 is !ndia@s largest food

prod"cts marketing organi&ation. !t is a state le+el ape bod# of milk cooperati+es in

G"0arat which aims to pro+ide rem"nerati+e ret"rns to the farmers and also ser+e the

interest of cons"mers b# pro+iding 132

Tota M); %a*)*g (a/a()t,0 $.' million liters per da#

M); (oe(t)o* 1Tota - 2335-3


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and dair# prod"ce> +eterinar# medicines> +accines and other animal health prod"cts>

agric"lt"ral prod"ce in raw andJor processed form and other allied prod"ce.

GC:: aims to market the dair# and agric"lt"ral prod"cts of co6operati+es thro"gh

Common branding

Centrali&ed marketing

Centrali&ed and

fficient pooling of milk

GC:: has declared that its b"siness philosoph# is as follows

To ser+e the interests of milk prod"cers and

To pro+ide which engaged in the man"fact"ring of

milk> b"tter> ghee> milk powder> fla+ored milk and b"ttermilk.

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*econd plant is at MOGAR> which engaged in man"fact"ring

chocolate> n"tram"l> Am"l Ganthia and Am"l lite.

Third plant is at an0ari> which prod"ces cattelfeed.

o"rth plant is at hatra0> which engaged in prod"cing cheese.

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Toda#> twel+e dairies are prod"cing different prod"cts "nder the brand

name Am"l. Toda# Am"l dair# is no. 1 dair# in Asia and no. 2 in the

world> which is matter of pro"d for G"0arat and whole !ndia.


At an earl# stage> federation recogni&ed the !T ecellence was essential

to retaining o"r comparati+e edge. !n the coming #ear federation will

implement =irt"al pri+ate network 8=P?9 connecti+it# to facilitate on

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line information echange with b"siness partners and monitoring

prod"ction and sales in order to impro+e which has enhanced the Am"l brand across world>

gi+ing then another +ital b"siness.

EXPORTS 0

port t"rno+er of federation has grown "p b# 1'E in terms of +ol"me>

total eports being more than 4-- crore. "e to the s"bsidies allowed

b# "ropean "nions> the international prices were +er# low as a res"lt

eport t"rno+er in +al"e terms has declined b# $E.

The "nion not onl# takes the responsibilit# of collecting and marketing

the s"rpl"s milk b"t also pro+ides member with e+er# pro+isions that is

re to pro+ide animal health care. A 24 ho"rs emergenc# ser+ice is

a+ailable at a fee s. 3 for members and s. 1-- for non members. All

the mobile +ans are e B"rs# b"lls etc. balanced

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feed concentrate is man"fact"red in "nions cattle feed plant and sold to

the members thro"gh societies at cost.

After disc"ssing the origin and the acti+es of the federation now let@s

ha+e a look on the c"rrent position of the federation at +ario"s ends.

MILK PROCUREMENT 0

Total milk proc"rement b# the members has reached an a+erage of

(-.4 lakh kilogram per da# from '3.'2 in 2--'6-(.

Average MilkProcuremet

(! Lac Ltr"#$a%&

0

20

'0

60

0

)00

Colum! )

SALES 0

The total sales and growth pattern of Am"ls prod"cts d"ring 11#ears

ha+e been shown b# this diagram.

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"ring the #ear> sales of Am"l ederation registered a o"r t"rno+er was s. 2.41 crores 8s. 2. billion9. This is an

etremel# impressi+e growth> when +iewed from the perspecti+e of

22.,- per cent growth that we had achie+ed in 2--'6-(.

! am also pleased to note that o"r ederation has done remarkabl# well

in most of the +al"e added cons"mer packs. *ales of Am"l :ilk in

po"ches ha+e grown b# 44E in +al"e terms. 7%T milk has also shown

an impressi+e growth of 2$E. /"r sales in Am"l Processed Cheese

ha+e shown consistent and +er# impressi+e growth of 2E. Am"l !ce6

cream has shown an impressi+e growth of 1$ per cent in +al"e terms

o+er the last #ear. At the same time we ha+e remained ?o. 1 !ce6cream

brand in !ndia lea+ing a wide gap with the nearest competitor. !n the

!nfant :ilk ood categor#> o"r brand Am"lspra# registered a growth of

2-E. !n the dair# whitener segment> Am"l#a recorded a growth of

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almost 12E. e managed to achie+e 1' per cent +al"e growth in

5"tter> despite intense competition in this categor#. !n o"r effort to

ens"re that all sections of o"r societ# are able to afford Am"l 5"tter>

we ha+e gi+en special emphasis to low "nit +al"e packs.

RETAILING 0

The concept of Am"l parlors initiated in 2--2 has come a long wa# and

has toda#> e+ol+ed into the most +isible face of brand Am"l. The

network of more than 4--- parlors in almost all ma0or towns of the

co"ntr# bears testimon# to the fact that the model is h"gel# scalable

and inherentl# s"stainable. This retailing initiati+e has not onl# enabled

"s to interface directl# with cons"mer> it has also helped "s in o"r

endea+or to red"ce middle6men from the s"ppl# chain.

The addition of more than 2--- parlors d"ring the c"rrent #ear is

largel# attrib"ted to o"r channel partners i.e. o"r wholesale distrib"tors

who ha+e embraced the concept b# starting their own parlors and also

moti+ated franchises to create parlors for meaningf"l emplo#ment.

The relentless foc"s on epansion of Am"l parlors is now pa#ing "s

rich di+idends. The retailing b"siness alone fetched "s a sales t"rno+er

of more than s.2-- Crores d"ring the c"rrent #ear. :oreo+er> these

parlors also pro+ide "s with an effecti+e platform to introd"ce all the

inno+ati+e prod"cts that we la"nch> e+er# #ear.

e ha+e also made giant strides forward in reaching o"t to millions of

railwa# comm"ters b# setting "p more than - Am"l stalls across ma0or

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railwa# stations of the co"ntr#. The !ndian ailwa#s ha+e also

recogni&ed o"r efforts and with acti+e s"pport from !CTC> we plan to

set "p another 3-- railwa# parlors d"ring the coming #ear.

!ce6cream scooping parlors> the latest addition to the retailing

re+ol"tion are #et another blockb"ster from the ho"se of Am"l. e

epect to add 2-- more parlors in the coming #ear.

Taking c"e from the s"ccess of o"r parlors> commitment from o"r sales

team and all o"r channel partners dealing in milk> ice6cream and dair#

prod"ctsK we plan to take the total tall# of Am"l parlors to 1---- b#

adding $--- parlors d"ring the coming financial #ear.

DISTRI8UTION NET"ORK0

/+er a period of time we ha+e b"ilt "ni Chilled> ro&en and resh prod"cts sim"ltaneo"sl# thro"gh

o"r +ersatile distrib"tion highwa#s. Toda#> 3-- istrib"tors for =al"e

added milk prod"cts> 1(-- istrib"tors for resh :ilk> ens"re that

Am"l Prod"cts are a+ailable to all segments of cons"mers in !ndia

thro"gh more than 2 :illion o"tlets.

To enhance f"rther efficienc# in distrib"tion> two ke# initiati+es ha+e

been taken d"ring the #ear. irstl#> we epanded competenc# based

distrib"tion b# ind"cting abo"t 3-- istrib"tors ha+ing epertise in

ser+icing specific market segments and secondl#> we are poised to

di+ide the +al"e added prod"ct lines amongst three sets of istrib"tors

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to cater to the same market. This is going to gi+e "s more and more

competiti+e ad+antage.

!n ederation> o"r distrib"tor is considered to be the real :arketing

:anager. To "pdate them with modern marketing concept a workshop

on :arketing and *ales :anagement is being cond"cted in

collaboration with a premier b"siness school. *o far> 11-- istrib"tors

ha+e been benefited from this workshop.

*LP 8*elf Leadership e+elopment Programme9 for istrib"tor is

another ma0or initiati+e taken d"ring the #ear primaril# with ob0ecti+e

of training them to implement T: at their and at the retailer le+el.

This will "ltimatel# ser+e to bring all *take holders "nder common

platform in *trategic Planning Process of the /rgani&ation and to

de+elop *elf Leadership amongst each indi+id"al istrib"tor.

/"r Am"l Matra Programmes ens"re that o"r e+er# new distrib"tor and

other b"siness partners +isit Anand to get an epos"re to o"r co6

operati+e str"ct"re> o"r c"lt"re as well as o"r operational s#stems and

processes. The initiati+e contin"ed this #ear as well and so far> abo"t

'4-- istrib"tors and other b"siness associates ha+e +isited Anand on

Am"l Matra.

COOPERATIE DEELOPMENT PROGRAM 0

"ring last three #ears Am"ls members "nions ha+e implemented an

!nternal Cons"ltant e+elopment 8!C9 inter+ention> addressing the

needs to strengthen the b"siness of dair# farmer@s members and dair#

co6operati+e societies.

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ecogni&ing that leaders are essential to face growing Challenges>

federation has initiated a chairman and secretaries orientation program>

held at Gandhi ?agar :other dair#> which is foc"sed on strengthening

the leadership skills and +al"es.

"ring the #ear> :ember 7nions contin"ed to implement the mod"le

on =ision :ission *trateg# 8=:*9 for primar# milk prod"cer members

) =illage air# Cooperati+es. acilitated b# speciall# trained

cons"ltants> '3$ =illage air# Cooperati+e *ocieties 8=C*9 ha+e

cond"cted their =ision :ission *trateg# orkshops> prepared their

:ission *tatements ) 5"siness Plans for net fi+e #ears. Till toda#

total $-12 =C* ha+e prepared their mission statement and 5"siness

plan. :ember "nions are re+iewing this b"siness plan e+er# #ear "nder

=:* ann"al re+isit programme and facilitate =C* to prepare action

plan for net #ear to propel the moment"m gained thro"gh =:*.

!n order to strengthen knowledge and skill base of #o"ng girls and

women of the +illages abo"t milk prod"ction managementK ederation>

with technical collaboration and reso"rces of Anand Agric"lt"re

7ni+ersit#> has initiated N:ahila Pash"palan Talim ar#akramO for

women reso"rce persons of the member "nions and d"ring the #ear>

4($ women reso"rce person ha+e been trained "nder this programme.

C&ea* M)&; Pro-$(t)o* 0

or strengthening infrastr"ct"re for


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SUSTAINA8LE ECOLOGICAL DEELOPMENT0

ith a target of planting three trees per member> o"r member "nions

celebrated $1st #ear of !ndependence> 1th A"g"st 2--( in a "ni


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prod"cts9> %"man eso"rces e+elopment and :arketing 8hara and new b"siness9>

finance and respecti+el#.

The whole co"ntr# is di+ided into fi+e &ones> each headed b# a &onal manager

responsible for the sales of all prod"cts within his &one. These managers report to the

: b"t f"nctionall# each also reports to the +ario"s AG:sJG:s at the head Anand> !ndia registered

"nder G"0arat co6operati+e societies Act61,$1.

Dr. . K$r)e* 1C%a)r+a*6

8. M. S%r=,a' 1Ma*ag)*g D)re(tor6

=@| P $ %


38/112

Re/re'e*tat)=eF

r. Amrita Patel 8?ational air# e+elopment 5oard> Anand9

Reg)'trarF

*ri . :. Boshi 8Co6operati+e *ociet# G"0rat *tate> Gandhi ?agar9

8a*;er'F

5ank of 5aroda> *tate 5ank of !ndia

aira istrict Central Co6operati+e 5ank Ltd.

A$)tor'F

*. . 5atliboi ) Co. 8Chartered Acco"ntant9

The list of all Chairmen of +ario"s Co6operati+es is gi+en on net page.

=| P $ %


39/112

CHAIRMAN

Sr) Ra+e'% 8%a) P. Pate aira istrict Co6operati+e :ilk Prod"cers 7nion

Ltd. Anand

Sr) Mot)%a) R. C%a$%ar, :ehsana istrict Co6operati+e :ilk Prod"cers

7nion Ltd. :ehsana

Sr) Go=)*%a) P. Pate *abarkantha istrict Co6operati+e :ilk Prod"cers

7nion Ltd. %immat ?agar

Sr) Prat)%a) G. 8%ato 5anaskantha istrict Co6operati+e :ilk Prod"cers

7nion Ltd. Palanp"r

Sr) Nare*ra 8%a) M. Pate 5aroda istrict Co6operati+e :ilk Prod"cers 7nion

Ltd. 5aroda

Sr) Ma*$%a) A. Pate *"rat istrict Co6operati+e :ilk Prod"cers 7nion

Ltd. *"rat

Sr) 8%$/e*ra S)*g% P. Soa*;) Panchmahal istrict Co6operati+e :ilk Prod"cers

7nion Ltd. Godhra

Sr) S$re'%%a) 8%ar>a Ahemdabad istrict Co6operati+e :ilk Prod"cers

7nion Ltd. Ahemdabad

Sr) 8. 8. 8a+%a*)a aikot istrict Co6operati+e :ilk Prod"cers 7nion

Ltd. aikotSr) Mog%a+%a) M. De'a) =alsad istrict Co6operati+e :ilk Prod"cers 7nion

Ltd. Alip"r

Sr) Pra%a%a) M. Pate 5har"ch istrict Co6operati+e :ilk Prod"cers

7nion Ltd. 5har"ch

Sr) D%a'arat%*at% N. Pate Gandhi ?agar istrict Co6operati+e :ilk Prod"cers

7nion Ltd. Gandhi ?agar

=9| P $ %


40/112

>0| P $ %


41/112

PERFORMANCE OF PRODUCT & SERICES

A:7L means ;priceless; in *anskrit. The brand name ;Am"l>; from the *anskrit

;Amool#a>; was s"ggested b# a Am"l :ilk Powder> Am"l Ghee>

Am"lspra#> Am"l Cheese> Am"l Chocolates> Am"l *hrikhand> Am"l !ce cream>

?"tram"l> Am"l :ilk and Am"l#a ha+e made Am"l a leading food brand in !ndia.

8T"rno+er s. 2 billion in 2--29. Toda# Am"l is a s#mbol of man# things.

/f high6 and

/f a pro+en model for dair# de+elopment

>1| P $ %


42/112

8rea S/rea'0

A+$ 8$tter

7tterl# 5"tterl#

elicio"s

A+$ L)te

The low at at

5read *pread

Po>er M);0

A+$ S/ra,

I*#a*t M); Foo

*till> :other@s :ilk

is 5est for #o"r

bab#

A+$ I*'ta*t F$

Crea+ M);

Po>er

A dair# in #o"r

home

Sagar S;)++e

M); Po>er

hich is especiall#

"sef"l for diet

preparations or for

"se b# people on

low calorie and

high protein diet.

Sagar Tea Co##ee

"%)te*er

A+$,a Da)r, "%)te*er

The ichest> P"rest air# hitener

Fre'% M);0

>2| P $ %
http://www.amul.com/powder-milkfood.htmlhttp://www.amul.com/powder-milkfood.htmlhttp://www.amul.com/powder-milkpowder.htmlhttp://www.amul.com/powder-milkpowder.htmlhttp://www.amul.com/powder-milkpowder.htmlhttp://www.amul.com/powder-skimmilk.htmlhttp://www.amul.com/powder-skimmilk.htmlhttp://www.amul.com/powder-coffee.htmlhttp://www.amul.com/powder-coffee.htmlhttp://www.amul.com/powder-dairy.htmlhttp://www.amul.com/powder-dairy.htmlhttp://www.amul.com/powder-coffee.htmlhttp://www.amul.com/powder-skimmilk.htmlhttp://www.amul.com/powder-milkpowder.htmlhttp://www.amul.com/powder-milkfood.htmlhttp://www.amul.com/bread-lite.htmlhttp://www.amul.com/bread-butter.htmlhttp://www.amul.com/powder-milkfood.htmlhttp://www.amul.com/powder-milkfood.htmlhttp://www.amul.com/powder-milkpowder.htmlhttp://www.amul.com/powder-milkpowder.htmlhttp://www.amul.com/powder-milkpowder.htmlhttp://www.amul.com/powder-skimmilk.htmlhttp://www.amul.com/powder-skimmilk.htmlhttp://www.amul.com/powder-coffee.htmlhttp://www.amul.com/powder-coffee.htmlhttp://www.amul.com/powder-dairy.html


43/112

A+$ Fre'% M);

This is the most

h#gienic milk

a+ailable in the

market. Paste"ri&ed

in state6of6the6art

processing plants

and po"ch6packed

for con+enience.

A+$ Go M);

A+$ Taa?a S)+ a* Tr)+

Fre'% Crea+ C%o(oate M);

Fa=o$re M);

C%ee'e0

>=| P $ %
http://www.amul.com/fresh-fmilk.htmlhttp://www.amul.com/fresh-gold.htmlhttp://www.amul.com/fresh-tazza.htmlhttp://www.amul.com/fresh-slim.htmlhttp://www.amul.com/fresh-cream.htmlhttp://www.amul.com/fresh-chocolate.htmlhttp://www.amul.com/fresh-flavoured.htmlhttp://www.amul.com/fresh-flavoured.htmlhttp://www.amul.com/fresh-chocolate.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-slim.htmlhttp://www.amul.com/fresh-cream.htmlhttp://www.amul.com/fresh-chocolate.htmlhttp://www.amul.com/fresh-flavoured.html


44/112

A+$ Pa'te$r)?e

Pro(e''e C%ee'e

1--E =egetarian

Cheese made from

microbial rennet

A+$ C%ee'e

S/rea'

Tast# Cheese

*preads in 3 great

fla+ors.

A+$ E++e*ta

C%ee'e

The Great *wiss

Cheese from

Am"l> has a sweet6

dr# fla+or and

ha&eln"t aroma

A+$ P)??a

Mo??area

C%ee'e

Pi&&a

cheese...makes

great tasting

pi&&as

Go$a C%ee'e

For Coo;)*g0

>>| P $ %
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-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-mozzarella.htmlhttp://www.amul.com/cheese-gouda.html


45/112

A+$ @ Sagar

P$re G%ee

:ade from freshcream. %as t#pical

rich aroma and

gran"lar tet"re.

An ethnic prod"ct

made b# diaries

with decades of

eperience.

Coo;)*g 8$tter

A+$ Pa*eer

ead# to cook

paneer to make

#o"r fa+orite

recipes

Utter, De)()o$'

P)??a

M)t%a) Mate

*weetened

Condensed :ilk 6

ree flowing and

smooth tet"re.

hite to cream#

color with a

pleasant taste.

Ma't) Da%)

Ma't) So$/'

De''ert'0

>?| P $ %
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-mastisoup.htmlhttp://www.amul.com/cooking-mastisoup.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.htmlhttp://www.amul.com/cooking-mastisoup.html


46/112

A+$ I(e Crea+'

Premi"m !ce

Cream made in

+ario"s +arieties

and fla+ors with

dr# fr"its and n"ts.

A+$ S%r);%a*

A delicio"s treat>

an#time.

A+$ M)t%aee

G$a :a+$*'

P"re ho#a G"lab

Bam"ms...best

ser+ed piping hot.

G$a :a+$* M)

K$#) M) A+$ C%o(oate'

The perfect gift for

someone #o" lo+e.

Heat%, Dr)*;0

>6| P $ %
http://www.amul.com/desserts-icecream.htmlhttp://www.amul.com/desserts-shrikhand.htmlhttp://www.amul.com/desserts-gulabjamun.htmlhttp://www.amul.com/desserts-gulabjamun.htmlhttp://www.amul.com/desserts-jamunmix.htmlhttp://www.amul.com/desserts-kulfi.htmlhttp://www.amul.com/desserts-chocolates.htmlhttp://www.amul.com/desserts-chocolates.htmlhttp://www.amul.com/desserts-kulfi.htmlhttp://www.amul.com/desserts-jamunmix.htmlhttp://www.amul.com/desserts-gulabjamun.htmlhttp://www.amul.com/desserts-shrikhand.htmlhttp://www.amul.com/desserts-icecream.htmlhttp://www.amul.com/desserts-icecream.htmlhttp://www.amul.com/desserts-shrikhand.htmlhttp://www.amul.com/desserts-gulabjamun.htmlhttp://www.amul.com/desserts-gulabjamun.htmlhttp://www.amul.com/desserts-jamunmix.htmlhttp://www.amul.com/desserts-kulfi.htmlhttp://www.amul.com/desserts-chocolates.html


47/112

N$tra+$

:alted :ilk

ood made from

malt etract has the

highest protein

content among all

the brown be+erage

powders sold in

!ndia.

>@| P $ %
http://www.amul.com/healthy-nutramul.htmlhttp://www.amul.com/healthy-nutramul.htmlhttp://www.amul.com/healthy-nutramul.html


48/112


49/112

Am"l :ithaee G"lab0am"n :i

Am"l :ithaee "lfi :i

UHT M); Ra*ge0

Am"l Taa&a 3E fat :ilk

Am"l Gold 4.E fat :ilk

Am"l *lim6n6Trim -E fat milk

Am"l Chocolate :ilk

Am"l resh Cream

Am"l *nowcap *oft# :i

Am"l Taa&a o"ble Toned :ilk

P$re G%ee0

Am"l P"re Ghee

*agar P"re Ghee

Am"l Cow Ghee

I*#a*t M); Ra*ge0

Am"l !nfant :ilk orm"la 1 8-6$ months9

Am"l !nfant :ilk orm"la 2 8 $ months abo+e9

Am"lspra# !nfant :ilk ood

M); Po>er'0

Am"l "ll Cream :ilk Powder

Am"l#a air# hitener

*agar *kimmed :ilk Powder

>9| P $ %


50/112

*agar Tea and Coffee hitener

S>eete*e Co*e*'e M);0

Am"l :ithaimate *weetened Condensed :ilk

Fre'% M);0

Am"l Taa&a Toned :ilk 3E fat

Am"l Gold "ll Cream :ilk $E fat

Am"l *hakti *tandardised :ilk 3E fat

Am"l *mart o"ble Toned :ilk 1.E fat

C$r Pro$(t'0

Am"l :asti ahi 8fresh c"rd9

Am"l 5"tter :ilk

Am"l Lassee

A+$ I(e (rea+'0

Ro,a Treat Ra*ge 8a0bhog> Capp"chino> Chocochips> 5"tterscotch> T"tti

r"tti9

N$t-o-Ma*)a Ra*ge 8a0" rakshi> esar Pista> oasted Almond> esar

Carni+al> 5adshahi 5adam "lfi> *hista Pista "lfi9

Ut'a= Ra*ge 8An0ir> oasted Almond9

?0| P $ %
http://www.amul.com/icecream/nutomania.htmlhttp://www.amul.com/icecream/utsav.htmlhttp://www.amul.com/icecream/nutomania.htmlhttp://www.amul.com/icecream/utsav.html


51/112

S)+/, De)()o$' Ra*ge 8=anilla> *trawberr#> Pineapple> ose> Chocolate9

Nat$reB' Treat 8Alphanso :ango> resh Litchi> An0ir> resh *trawberr#>

5lack C"rrant9

S$*ae Ra*ge8:ango> 5lack C"rrant> Chocolate> *trawberr#9

M)e**)$+ I(e (rea+ 8Cheese with Almonds> ates with %one#9

M); 8ar'8Chocobar> :ango oll#> aspberr# oll#> *hahi 5adam "lfi>

*hahi Pista "lfi> :awa :alai "lfi> Green Pista "lfi9

Coo Ca*)e'8/range> :ango9

Ca''atta

Tr)(o*e Co*e'85"tterscotch> Chocolate9

Mega)te A+o* Co*e

Fro't);6 3 la#er chocolate 5ar

F$*oo Ra*ge6 ecl"si+el# for kids

S)+S(oo/ Fat Free Fro?e* De''ert8=anilla> 5anana> :ango> Pineapple9

Heat% !sabcool

C%o(oate & Co*#e(t)o*er,0

Am"l :ilk Chocolate

Am"l r"it ) ?"t Chocolate

Am"l Qclairs

8ro>* 8e=erage0

?"tram"l :alted :ilk ood

M); Dr)*;0

Am"l *hakti la+o"red :ilk

?1| P $ %
http://www.amul.com/icecream/simply.htmlhttp://www.amul.com/icecream/nature.htmlhttp://www.amul.com/icecream/millenium.htmlhttp://www.amul.com/desserts-chocolates.htmlhttp://www.amul.com/desserts-chocolates.htmlhttp://www.amul.com/desserts-chocolates.htmlhttp://www.amul.com/icecream/simply.htmlhttp://www.amul.com/icecream/nature.htmlhttp://www.amul.com/icecream/millenium.htmlhttp://www.amul.com/desserts-chocolates.htmlhttp://www.amul.com/desserts-chocolates.htmlhttp://www.amul.com/desserts-chocolates.html


52/112

Rea, to Ser=e So$/'0

:asti Tomato *o"p

:asti %ot ) *o"r *o"p

?2| P $ %


53/112

8ACKGROUND

C"rrent b"siness scenario is passing thro"gh a marketing era. Conse state F of F the F art plant and meets

AG:A standards. Considered as a basic and essential re it is "sed to enhance the taste of +ario"s dishes like osas> Parathas>

/melettes> Pi&&as> Pa+ 5ha0i and on 5read.

!t is a+ailable in different packs6

1-- gm

-- gm

11- ,.1 gm

2-- gm

?=| P $ %


54/112

AMUL LITE 8READ SPREAD

A delicio"s b"tter s"bstit"te> low in fat> low in cholesterol> it is the prefect wa# to a

health# breakfast. :ost s"itable for health conscio"s people as it has low fat content

and cholesterol.

!t is a+ailable in 6

2-- gm

AMUL PROCESSED CHEESE

:ade from rich cream# milk> 1--E +egetarian ingredients> it makes delicio"s

sandwiches> pa+ bha0i pi&&as and can be "sed in #o"r fa+orite recipes. Am"l

Processed Cheese is prepared "sing f"ll# ripened Cheddar Cheese> which gi+es a

"ni

chapattis and parathas. !t is also "sed to enhance the taste of a whole range of

prod"cts like filling of 5"rgers> *alads> Pakodas and host of other dishes. A+ailable in

3 fla+ors F plain> garlic and pepper.


2-- gm Pepper

2-- gm Plain

2-- gm Garlic

AMUL PI99A CHEESE

?>| P $ %


55/112

The onl# gen"ine :o&&arella cheese made with state F of F the F art technolog#> for

the first time in !ndia.

"e to its stretch abilit#> itRs ideal as a pi&&a topping.

hen baked along with pi&&as> it melts "niforml# and spreads e+enl#.


2- gm

AMUL CHEESE PO"DER

?ot onl# is it the onl# brand of cheese a+ailable in !ndia> it is also the onl# form of

cheese which doesnRt re *alads> 5aked dishes> Pastas> osas etc.


2-- gm

AMUL MALAI PANEER

The first branded and fro&en paneer. :ade from rich Am"l milk to make it etra

malaidar.


1-- gm

2-- gm

1 kg

AMUL NUTRAMUL

??| P $ %


56/112

!t has the highest protein content among brown be+erage powders in !ndia. :akes hot

and cold milk be+erages for children and ad"lts. !t confirms to 5!* "alit# standards.


-- gm

AMUL MITHAEE

:ade from fresh khoa> :aida and s"gar to gi+e it a softer> smoother and richer

tet"re. The highest standards of h#giene are maintained at o"r state F of F the6 art

plant. A+ailable in Sas# /penR tins> which are con+enient and can be opened

an#time> an#place.


-- gm

1 kg

AMUL MITHAI MATE

icher> whiter> free flowing condensed milk. A+ailable in a new eas# to open can.

The prod"ct


57/112

!ts low calorie> high protein content is ideal for diet preparations. Also "sed for

making c"rd and lassi. The prod"ct remains fresh since it is +ac""m packed.


2-- gm

-- gm

1 kg

AMUL CHOCOLATE

!n a range of +ariet# of fla+ors> the# make an ideal gift or treat for someone #o" lo+e.

!t is the onl# chocolate> which comes in an attracti+e cardboard foil packaging. !t is

the first milk chocolate similar to real *wiss chocolates and melts at mo"th

temperat"re.


:ilk> fr"it ) ?"t 2- gm

:ilk *lab 1( gm

5adambar 3 gm

AMULSPRAY

!t reconstit"tes into the most wholesome> n"triti+e milk for infants. :arketed in !ndia

since 3- #ears and is !ndiaRs single largest selling infant food brand.


2-- gm

-- gm

1 kg

AMUL PURE GHEE

?@| P $ %


58/112

:ade from fresh cream> it is rich and ideal for !ndian food preparations like Parathas>

osas> !dlis and for making sweets. :eets AG:A special grade lassi and !ndian desserts. !t is +ac""m packed so that it remains fresh for a long

time.


-- gm

?| P $ %


59/112

SAGAR PURE GHEE

Traditionall# grain# in tet"re> it enhances the fla+o"r of !ndian cooking.

!ts ecellent aroma reminds of the home made Ghee.

:eets AG:A special grade coffee. :ilk

be+erages> breakfast cereals and sweets. !t is made from best refill and tin packaging and si&es

ranging from - gm to 2 kg.


- gm

2-- gm

-- gm

1 kg

?9| P $ %


60/112

AMUL EMMENTAL CHEESE

Preferred b# cheese lo+ers across the world> mmental is the a"thentic *wiss cheeseK

pop"larl# known as SThe Cheese with %olesR. n0o# it with crackers> crispies>

croissants and wine. !tRs the e with g"lab 0am"ns so delicio"s and so soft> the#Rll melt in #o"r mo"th.


2-- gm

60| P $ %


61/112


62/112

62| P $ %


63/112

6=| P $ %


64/112

PRO:ECT DEFINITION

:# pro0ect is directed to st"d# the share of A:7LRs prod"cts in the market. 5asicall#

it is a s"r+e# approach and ! ha+e tried m# le+el best to collect data and gen"inel#

applied it to obtain m# pro0ect goal> and pro"dl# ! present it before #o".

!ndian b"siness scenario is impro+ing. ifferent commodities are contrib"ting to

increasing b"siness +ol"me. !n this process companies are str"ggling hard to increase

their commodit# market share and f"rther down their compan# market share. !n food

ind"str# also there is intense competition and different food ind"stries are making

deliberations to impro+e their market share. A:7L is one of them> so ! ha+e selected

A:7L to st"d# its market share in !ndia b# st"d#ing small samples of market in the

cit# of anp"r where ! p"t "p. ! ha+e carried o"t s"r+e#s thro"gh


65/112

COOERATIVE !EVELOMENT

"ring the last si #ears> o"r :ember 7nions ha+e been implementing !nternal

Cons"ltant e+elopment 8!C9 inter+ention for de+eloping self6leadership among

member prod"cers F thereb# enabling them to manage their dair# b"siness efficientl#

leading to their o+erall de+elopment.

"ring the #ear> :ember 7nions contin"ed to implement the mod"le on =ision

:ission *trateg# 8=:*9 for primar# milk prod"cer members ) =illage air#

Cooperati+es. acilitated b# speciall# trained cons"ltants> 1-(1 =illage air#Cooperati+e *ocieties 8=C*9 ha+e alread# cond"cted their =ision :ission *trateg#

orkshops> prepared their :ission *tatements ) 5"siness Plans for net fi+e #ears.

:ember "nions re+iew this b"siness plan e+er# #ear "nder =:* ann"al re+isit

programme and facilitate =C* to prepare action plan for net #ear to propel the

moment"m gained thro"gh =:*.

The =:* mod"le has prompted milk prod"cers to initiate acti+ities at +illages s"ch as

ater management> Planned Animal 5reeding> Animal eed management> !mpro+ed

member ser+ices management> !nformation Technolog# !ntegration and ?etworking>

which ha+e +er# far6reaching and long6term effects on the milk b"siness. This

planned management of milk prod"ction at milk prod"cersR le+el and planned =C*

management will not onl# help prod"cer members to increase economic ret"rns from

their milk b"siness b"t also help =C* management to face competition.

Contin"ing the Cleanliness dri+e at +illage le+el> :ember 7nions ha+e identified )

imparted training to (- Core gro"ps comprised of milk prod"cers and :anagement

of the =C* till :arch 2--$. To enhance the le+el of Cleanliness this #ear (-3

=C* celebrated ed Tag a# on the 2nd of /ctober and the 7nions also awarded

the best performing =C*.

6?| P $ %


66/112


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! am pleased to inform #o" that o"r eports ha+e grown at o+er 13 percent d"ring the

#ear. The #ear ended with an eport t"rno+er of s 134.23 crores which is the highest

e+er b# an# !ndian dair# prod"cts eporter. Cons"mer prod"cts as well as b"lk

powders ha+e contrib"ted e L"cknow and

5hopal markets and the response recei+ed from cons"mers is o+erwhelming. e are

also planning to foc"s on distrib"tion epansion and cons"mer awareness in the

eisting metro markets of olkata> elhi and :"mbai. /"r ob0ecti+e in la"nching

milk in po"ches in these and other markets across the co"ntr# is two6fold. irstl#>

Am"l as a brand has a +er# strong association with li it leads to higher demand and better ret"rns for

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the prod"ce of local dair# farmers F leading to o+erall de+elopment of regional

economies.


GC:: has f"rther ad+anced its !nformation Technolog# sol"tions b# enhancing its

c"stomised P *#stem 8!A* ) eb !A*9 to smoothen its s"ppl# chain

management and to impro+e operational efficiencies.

!t has also s"ccessf"ll# deplo#ed process dri+en nterprise eso"rce Planning 8P9

software s#stem at its own "nit> :other air#> Gandhinagar in order to bring

efficienc# in man"fact"ring processes.

/"r ederation has also la"nched a new website www.Am"l.t+ for streaming its

feat"re films> tele+ision shows> ad+ertisements> etc to the !nternet comm"nit#. At

present this page contains feat"re films like :anthan F The Ch"rning and :Am"li

am> !nformation clips like Am"l !ndia *tor# and Am"l Prod"ct T= Commercials>

and entertainment series like Am"l *"rabhi episodes. The idea of this site is to ha+e a

contin"o"s pla# of the abo+e as per the programme sched"le> which will be online

within a short period of time.

CONTESTS AND A"ARDS

hile it is important to ecel in o"r processes of milk collection> processing and

distrib"tion> a long6term relationship with the channel partners and end cons"mers is

indispensable for o"r long6term s"ccess. !n order to generate ecitement among

cons"mers and retailers while reminding them of the significance of Am"l c"lt"re> we

ha+e instit"ted a n"mber of inno+ati+e e+ents.

Am"l *hakti =id#ashree Award was instit"ted d"ring the #ear to hono"r toppers of

selected schools in **C 5oard eaminations. e epect this award to initiate a long6

term association of the in+ol+ed children with the Am"l brand and c"lt"re. The Am"l

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:aharani Contest entered a s"ccessf"l second #ear with the ob0ecti+es of making

women aware of the entire range of o"r prod"cts. Am"l Chef of the Mear Contest was

instit"ted d"ring the #ear with the ob0ecti+e of making hotel chefs o"r brand

ambassadors for instit"tions. ith the ob0ecti+e of increasing the +isibilit# of o"r

prod"cts at retail o"tlets> o"r s"ccessf"ll# contin"ed the Taste of !ndia ispla#

Contest scheme d"ring the #ear. This e+ent has generated a lot of ecitement and

in+ol+ement among retailers across !ndia.

CARRYING THE COOPERATIE MOEMENT FOR"ARD

*ince its inception in 1,4$> the mo+ement called Am"l has represented and

championed the interests and aspirations of millions of +oiceless farmers. !t has

bro"ght stabilit# to their ho"sehold incomes with something to fall back "pon when

income from c"lti+ation and other so"rces fail to meet epectations. !t has gi+en

economic independence to r"ral women F th"s empowering them to feed and ed"cate

her children> incl"ding the girl child. "rther> all these ha+e been done at a minimal

le+el of in+estment. The difference that two milch b"ffaloes or cows can bring to the

li+elihoods of an impo+erished r"ral ho"sehold F gi+en an ass"red market and fair

ret"rns for the prod"ce F is probabl# more significant than an# other r"ral

emplo#ment programme. Am"l has been able to achie+e this. Am"l also pro+ides

wholesome n"trition at +al"e for mone# prices to "rban cons"mers who wo"ld

otherwise onl# know either "nscr"p"lo"s p"r+e#ors of cheap prod"cts of s"spect


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MARKET SCENARIO

anp"r cit# is di+ided into ma0or cons"mption &ones.

Ea't 9o*e

Lal 5angla

Ci+il Lines

Gwaltoli

halasi Line

"e't 9o*e

Go+ind ?agar

a&algan0

*hastri ?agar

idwai ?agar

5arra

Ce*tra 9o*e

?a+een :arket

*waroop ?agar

Ar#a ?agar.

G"mti ?o.

P oad

:cobert Gan0

Nort% 9o*e

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al#anp"r

=ikas ?agar

?awabgan0

A&ad ?agar

*harda ?agar

Compan# 5agh

So$t% 9o*e

:all oad

5irhana oad

Cantonment

*hi+al#a

:eston oad

Ghanta Ghar

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NAME OF DISTRI8UTOR IN KANPUR

*ara Traders.

Ahead o+erseas

5"tter %o"se

=aishna+i nterprises

*achan nterprises

*h"dh :ilk

*. hakle nterprises

ati#ar Transport

.. Traders

G"r" Te0 5ahad"r Agencies

:adam Gog+ind nterprises

*hri 5a0pai Tradering

/: *ai Packaging Bai :a Tapeshwari

*. hakale

eepak nterprises

*hi+a# Agenc#

:aa =aishna+i

Aman Agenc#

Cha"rasia Agenc#

a0endra nterprises

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.. Traders

App" istirb"tors

Tiwari :ilk Traders

Ar"nesh :arketing

:aa ata#a#ni

*hi+ *hanker nterprises

8. C$'to+er Reat)o*'%)/ +a*age+e*t 1CRM6

hen ! accomplished m# market s"r+e# ! had the gated the market where most of

c"stomer belongs and re+isit the market for strengthening o"r relationship with

c"stomer and clarif#ing c"stomer@s do"bts and making then more and more lo#al of

o"r brand. !n this whole process and applied c"stomer relationship management.

hich is made b# +al"e e 5rand image of the prod"ct

+er# good is o"r c"stomer mind beca"se ! fo"nd all s"b dri+ers of 5rand e


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c"stomer brand awareness c"stomer attit"de to ward the brand and c"stomer

perception.

Reat)o*'%)/ E$)t,

Toda# is age of competition e+er# c"stomer wants that better. That mean !f we talk

abo"t :CG prod"cts the stickiness of c"stomer to a special prod"ct is +er# less !

want to share this incase of Am"l> when ! started m# s"mmer training o"r s"ppl# was

not -- ml and 2-- ml.

Pro$(t a$*(%)*g 'trateg,

As we all know 4 P@s of marketing. +er# compan# "se these P@s b"t different manner.

4 P@s are. Prod"ct> Price> Promotion and place.

Pro$(t

Am"l la"nched :"nna> 2-- ml milk po"ch.

Pr)(e

The price of :"nna Packet is s. .- for c"stomers s. .3- for retailers and s.

4.,- for distrib"tor.As we know that the wickets part of a Chain is called strength of

chain.

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S$//, C%a)*

The main thing of s"ppl# chain is distrib"tion.

Compan# istrib"tor hole *eller etailer

C"stomers J Cons"mers

The most important part of s"ppl# chain is retailers beca"se the# are direct related to

the c"stomer. A retailers can p"sh c"stomer to p"rchase a partic"lar prod"ct b#

different wa#.

hen we talk abo"t o"r know prod"ct m"nna a retailer get less margin than an# other

prod"ct of Am"l milk so a retailer chiefl# not p"sh c"stomer to p"rchase prod"ct. !t

ma# be possible that an# other reason wh# o"r prod"ct not s"cceed as epectation.

Pro+ot)o*

A +er# basic thing of promotion of prod"ct is to aware c"stomer to o"r prod"ct for

which a retailer wo"ld be p"shed b# c"stomer to sell o"r prod"ct not a c"stomer

wo"ld be p"shed.

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or awarding c"stomer with o"r prod"ct we m"st do a compan# of ad+ertisement. !t

sho"ld be done before la"nching o"r prod"ct> not after la"nching or 0"st on the da# we

la"nch beca"se it is main reason wh# o"r cons"mer wo"ld be p"shed in place of a

retailer.

e all now o"r


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AMUL SALES TURNOER

Turnover Rs (million) US $ (in million)

1994-95 11140 355

1995-96 13790 400

1996-97 15540 450

1997-98 18840 455

1998-99 22192 493

1999-00 22185 493

2000-01 22588 500

2001-02 23365 500

2002-03 27457 575

2003-04 28941 616

2004-05 29225 672

2005-06 37736 850

2006-07 42778 1050

2007-08 52554 1225

2008-09 67113 1504

2009-10 80053 1700

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OPPORTUNITY0-

1. Am"l sho"ld tr# to make place in the heart of #o"ng cons"mers.

2. Proper s"ppl# of the prod"cts m"st be ens"red b# "sing sales forecasting.

3. Am"l m"st tr# to cash its strong brand image in r"ral pop"lation.

4. :ore retailers can be added to s"ppl# chain> thro"gh retailer oriented

schemes.

THREATS0-

1. ith the entr# of international pla#ers in market> the game will be harder

to win.

2. etailers are not satisfied b# replacement and profit margins.

3. ?on a+ailabilit# of prod"cts ma# compel the cons"mer to shift to other

prod"cts.

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PRICE LIST OF AMUL AND ITS COMPETITORS

A+$

A+$ D)'tr)$tor @

"%oe Sae

Reta)er Pr)(e R'. Co*'$+er

Pr)(e R'.

Am"l Gold 1 Ltr. 2'.(- 2(.(- 3-.--

Am"l Gold -- ml 11.'- 1$.- 1'.--

Am"l Gold 2-- ml 4.,- .3- $.--

Am"l Taa0a 1 Ltr. 24.2- 2.2- 2$.--

Am"l Taa0a -- ml 11.4- 12.(- 13

Am"l Ta0a 2-- ml 4.2- 4.(- .-

Am"l 5"tter :ilk -- ml .,- $.- '.--

Parag

Parag Reta)er Pr)(e R' Co*'$+er Pr)(e R'

Parag gold 1 ltr 2'.2- 2(.--

Parag gold --ml 14.1- 1.-

Parag tond milk 1ltr 23.2- 24.-

Parag tond --ml 1-.- 11.--

Parag tond 2--ml 4.2- .--

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RESEARCH METHODOLOGY

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RESEARCH METHODOLOGY

A. SIGNIFICANCE OF THE MARKETING RESEARCH

The most important f"nction of management in a organi&ation is to take

correct decision> minimi&ing the risk and "ncertaint# thro"gh rational and scientific

decision making. 5etter and fr"itf"l decision res"lt from the right information abo"t

cons"mer> retailers> competitors and others. Th"s> in this wa# management can be

regards as the game of handling information. !f the manager fails to handle the

information effecti+el#> be is "nable to make the re ao$t ($'to+erB' re'/o*'e

:arketing research helps in sales forecasting and marketing planning. The

researcher makes forecast on the basis of response from c"stomer and

distrib"tion media.

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. To #ore(a't 'ae'

:arketing research help in sales forecasting and marketing planning. The

researcher makes forecast on the basic of from c"stomer and distrib"tion

media.

. To 't$, t%e goo>) o# t%e #)r+ )* (o+/ar)'o* to )t' (o+/et)tor #)r+'.

This helps in re+eling the important information regarding the faith of

c"stomer and retailer faith in the organi&ation> that of competitor organi&ation>

new prod"ct and s"bstit"tes entering the market and their impact the firm@s

prod"ct.

8. MARKETING RESEARCH PROCESS

ffecti+e marketing research in+ol+es the si steps> which is shown in the

pict"re below.

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RESEARCH PROCESS

efine the esearch

Problem ) /b0ect

e+elop the

esearch Plan

ata Collection

ata Anal#sis

Present the indings

:ake the ecision

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METHOD OF STUDY

*ince we know that Am"l has a +er# +ast market share in po"ch milk !nd"str# and it

is good for the compan# that the other compan# presence as well as local made po"ch

milk is +er# less in present.

!n f"t"re compan# wants to maintain of share in this segment. !t will emphasi&e

mainl# to areas.

1. Competition Anal#sis

2. Cons"mer b"#ing beha+ior.

An in order to do same a detailed st"d# needed to be cond"cted. The same was

cond"cted in following manner.

NATURE OF DATA

As we know that there are two t#pes of data.

1. *econdar# ata.

2. Primar# ata.

*econdar# data are data that were collected for another p"rpose and alread# eist

somewhere. Primar# data are data gathered for a specific p"rpose on for a specific

pro0ect. ?o prior st"d# or research on this topic has been cond"cted and the data>

which are needed for this research> was not a+ailable.

*o> when the data do not eist or is inacc"rate !ncomplete> or "nreliable> the

researcher will ha+e to collected> the researcher will ha+e to collect primar# data.

!n lack of an# prior st"d# or research on the topic> main data form was primar#> and

for dong same> we ha+e collected primar# data b# adopting there wa#s.

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. O8SERATION

resh data can be gathered b# obser+ing the rele+ant factors and settings.

/bser+ational research is an important method of research beca"se it is the best wa#

to gain an in depth "nderstanding of the relationship between people and prod"ct is b#

watching them in the process of b"#ing and "sing prod"cts.

:an# large corporation and ad+ertising agencies "se c"lt"ral anthropologists to

obser+e and often +ideotape cons"mer in stores> malls and their own homes i.e. to

engage in ethnographies research "nder this method the information is so"ght b# wa#

off in+estigators own direct obser+ation witho"t asking from the respondent. The

main ad+antage of this method is that s"b0ecti+e bias eliminated> if the obser+ation is

done acc"ratel#. *t"d# being of descripti+e nat"re makes it more s"itable as

compared to other method. /bser+er is free to "se his own wisdom and "nderstanding

of the s"b0ect.

5# watching people obser+ational researcher gain a better "nderstanding of what a

prod"ct s#mboli&ed to a cons"mer and greater insight into the bond between people

and prod"ct that is the essence of brand lo#alt#.

/bser+ational research also pro+ides +al"able inp"t into prod"ct ad+ertising.

2. !UESTIONNAIRE

*"r+e#s are bets s"ited for descripti+e research. Companies "ndertake s"r+e# to learn

people@s knowledge beliefs> preferences and satisfaction> and to meas"re their

magnit"des in the general pop"lation.

!f researcher wishes to ask cons"mer abo"t their preferences> the# can do so in person

b# mail or b# telephone. ach of these s"r+e#s methods has certain ad+antages and

disad+antages that the researcher m"st weigh in selecting the method of contact.

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The one good wa# of doing s"r+e# is b# mailing "estionnaire> mail s"r+e#s are

cond"cted b# sending "estionnaire directl# to indi+id"als at their home or b#

personal contact.

A we ha+e taken both t#pes of


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After deciding on the method of st"d# tool we ha+e designed a sampling plan. As we

know that the sampling plan is an integral component of research design. *pecificall#

it addressed there it is not

necessar# to sample the entire target pop"lation or e+en a s"bstantial portion to

achie+e reliable res"lts. *ample of less than 1E of a pop"lation can after pro+ide

goods reliabilit#> with a credible sampling proced"re.

e ha+e taken sample si&e as

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Gwaltoli 6 4- o"tlets

halasiline 6 4- o"tlets

Sa+/e /ro(e$re

To obtain a representati+e sample a non probabilit# sample of pop"lation got. ! had

been gi+en a pre6decided area to ha+e been co+ered.

CONTACT METHODS

Telephone !nter+iew *ince Telephone inter+iewing is the best method for gathering

information


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DATA ANALYSIS

The milk market of !ndia are and large controlled and go+erned b# the

G:CCL C/:PA?M> Parag. cept these two there is a weak and

limited participation is felt b# the +er# fresh.

*"b0ects the relationships eisting in the proposed data sets *tatistical

t es ts o f the s igni fi ca nc e in o rder to e stab li sh the +al id it# o f thi s

relationship wither to s"pport or re0ect the research h#pothesis.

DataB' /ro(e'')*g )*=o=e'0

16 E)t)*g0

! t i s p ro ce ss of e a mi ne t he co ll ec ted r aw d at a w it h a + ie w o f

deteclomissions and correct them.

126Co)*g0

!t is process of assigning n"merals or other s#mbols to answer.

16 Ca'')#)(at)o*0

! t i s a n a rranging o f data a cc ording to point s o f s imilar it ie s a nd

dissimilarities.

16 Ta$at)o*0

!t is the co"nting of the n"mber of place failing into each class. !t can

be simple or cross6tab"lations.

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1. hat is #o"r a+erage sales per month

a. -6--- s. b. ---61---- s.

c. 1----62---- s d. :ore than 3----s

3E *hop etailers per month sales -6--- s> 2-E *hop etailers per month *ales

---61---- s> 3-E *hop etailers per month *ales 1----62---- s and 1-E *hop

etailer per month *ales :ore then 3---- s.

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2- hich 5rands of Po"ch :ilk ha+e #o" in #o"r shop

a. Am"l b. Parag

c. =erifesh d. /thers

4E *hop etailers ha+e Am"l brand own shop> 3E *hop etailers ha+e Parag

brand own shop> E *hop etailers ha+e =erifresh brand own shop and 1E *hop

etailer ha+e /ther 5rand own shop.

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3. hi ch br and is pref err ed b# c"stomer

a. Am"l b. Parag

c. =erifesh d. /thers

4E C"stomer Preferred b# Am"l> 3E C"stomer Preferred b# Parag> E C"stomer

Preferred b# =erifresh and 1E C"stomer Preferred b# /ther 5rands.

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4. C"st omer opi ni on abo"t Am"l Gol d : ilk

a. Good b. =er# Good

c. cellent

$-E C"stomer opinion abo"t Am"l gold milk is Good> 3-E C"stomer opinion abo"t

Am"l gold milk is =er# Good and 1-E C"stomer opinion abo"t Am"l gold milk is

cellent.

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. A+e ra ge c"stomer demand o f d if fe re nt brands of Go ld :i lk

a. Am"l b. Parag

c. =erifresh d. /ther

A+erage c"stomer demand for Am"l is 4-E> 33E C"stomer prefer Parag> E

c"stomer prefer to "se =erifresh and 22E C"stomer emand for others 5rand milk.

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'. 5est competitors of Am"l God :ilk

a. Parag b. =erifresh

Parag is ,'E competitor of Am"l Gold :ilk and =erifresh is 3E.

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( . hi ch b ra nd pr o+ id es b es t di st ri b" ti on s er +i ce

a. Am"l b. Parag

c. =erifresh d. /ther

4-E Am"l pro+ides best distrib"tion ser+ice> 3E parag> E =erifresh and 2-E

/thers Pro+ide distrib"tion ser+ice.

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,. To whom do #o" like to deal

a. istrib"tors b. Coman#

4E *hop etailers like distrib"tion ser+ice and E shop retailer like compan#

ser+ice.

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1 -. hi ch ti me do #o " p re fe r f or or de r

a. :orning b. After noon

c. +ening

'E etailer Prefer order in morning> 3E Afternoon and 22E e+ening.

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11. !s there an# problem regard ing the Am"l Gold :ilk

a. Mes b. ?o

(-E etailers are sa#ing ?o one Problem in Am"l Gold milk and 2-E are sa#s #es.

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12. %ow ma n# mi lk brands #o" " sing in sn t.

a. Am"l b. Parag

c. oli

E etailers are "sing Am"l :ilk> 3E Parag and 1-E oli.

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13. %ow ma n# pa cket s o f Am"l do #o" s el l da il#

a. Am"l Gold b. Am"l Taa&a

c. Am"l Chil d. 5atter :ilk

4'E Am"l Gold> 32E Am"l Taa&a> 11E Am"l Chil and 1-E 5atter :ilk.

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STATEMENT OF FINDINGS & RECOMMENDATION

FINDINGS0

3E *hop etailers per month sales -6--- s> 2-E *hop etailers per

month *ales ---61---- s> 3-E *hop etailers per month *ales 1----6

2---- s and 1-E *hop etailer per month *ales :ore then 3---- s.

4E *hop etailers ha+e Am"l brand own shop> 3E *hop etailers ha+e

Parag brand own shop> E *hop etailers ha+e =erifresh brand own shop and

1E *hop etailer ha+e /ther 5rand own shop.

4E C"stomer Preferred b# Am"l> 3E C"stomer Preferred b# Parag> E

C"stomer Preferred b# =erifresh and 1E C"stomer Preferred b# /ther

5rands.

$-E C"stomer opinion abo"t Am"l gold milk is Good> 3-E C"stomer opinion

abo"t Am"l gold milk is =er# Good and 1-E C"stomer opinion abo"t Am"l

gold milk is cellent.

A+erage c"stomer demand for Am"l is 4-E> 33E C"stomer prefer Parag> E

c"stomer prefer to "se =erifresh and 22E C"stomer emand for others 5rand

milk.

$-E etailers are sa#ing Am"l :ilk is Good> 3'E etailers are sa#ing =er#

Good and 3E etailers are sa#ing cellent.

Parag is ,'E competitor of Am"l Gold :ilk and =erifresh is 3E.

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4-E Am"l pro+ides best distrib"tion ser+ice> 3E parag> E =erifresh and

2-E /thers Pro+ide distrib"tion ser+ice.

4E *hop etailers like distrib"tion ser+ice and E shop retailer like

compan# ser+ice.

'E etailer Prefer order in morning> 3E Afternoon and 22E e+ening.

(-E etailers are sa#ing ?o one Problem in Am"l Gold milk and 2-E are

sa#s #es.

E etailers are "sing Am"l :ilk> 3E Parag and 1-E oli.

4'E Am"l Gold> 32E Am"l Taa&a> 11E Am"l Chil and 1-E 5atter :ilk.

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SUGGESTIONS AND RECOMMENDATION

1. Gi+e the credit p"rchase facilit# to their reg"lar etailers.

2. As


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SUMMARY

!f we go thro"gh the */T anal#sis of Am"l as a whole then we will find o"t it has a

+er# good standing at market place and Am"l also has +er# good corporate image

among present companies and. !t sho"ld cash his image b# effecti+e "sing of

marketing mi.

The research which we ha+e cond"cted we fo"nd that if Am"l wants to stand in top

position he has to maintain himself in some areas.

Ad+ertising fre as

compared to other competitors.

%owe+er> Am"l has +er# good brand image and corporate image too. 5"t still Am"l is

not able to cash all the opport"nit#> which eists in the market.

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ANNEXURE

!UESTIONNAIRE

Na+e o# Reta)er0 UUUUUUUUU......................................................................

Na+e o# Reta) S%o/0....UUUUUUUUUUUUUUUUUUUUUUUU

Are''0UUUUUUUUUUUUUUUUUUUUUUUUUUUUUU

Co*ta(t No0UUUUUUUUUUUUUUUUUUUUUUUUUUUU.

1. hat is #o"r a+erage sales per month8a9 - 6--- s. 8b9 ---61---- s.

8c9 1----62---- s. 8d9 more than 3---- s.

2. hich brands of po"ch milk ha+e #o" in #o"r shop

8a9 Am"l 8b9 Parag

8c9 +erifresh 8d9 /thers

3. hich brand is preferred b# c"stomer

8a9 Am"l 8b9 Parag

8c9 =erifresh 8d9 /thers

4. C"stomers opinion abo"t Am"l Gold milk

8a9 Good 8b9 =er# good 8c9 cellent

. A+erage c"stomer demand of different brands of Gold milk

8a9 Am"l 8b9 Parag


109| P $ %


110/112

$. istrib"tion of Am"l Gold milk

8a9 Good 8b9 =er# Good 8c9 cellent

'. 5est competitors of Am"l Gold milk

8a9 Parag 8b9 =erifresh

(. hich brand pro+ides best distrib"tion ser+ice

8a9 Am"l 8b9 Parag


,. To whom do #o" like to deal

8a9 istrib"tors 8b9 Compan#

1-. hich time do #o" prefer for order

8a9 :orning 8b9 After noon 8c9 +ening

11. !s there an# problem regarding the Am"l Gold milk

8a9 Mes 8b9 ?o

12. %ow man# milk brands #o" "sing !nsnt.

a. Am"l b. Parag c. oli

13. %ow man# packets of Am"l do #o" sell dail#

a. Am"l Gold b. Am"l Taa&a

c. Am"l Chil d. 5atter :ilk

110| P $ %


111/112

14. hat does think abo"t s"ppl# of Am"l is it timel# or late. !t comes before Parag

or not

..........................................................................................................................................

..........................................................................................................................................

1. ! am gi+ing a scheme is 3 child free in $- packets or ! child in 3- packet of

child #o" getting it

..........................................................................................................................................

..........................................................................................................................................

111| P $ %


112/112

8I8LIOGRAPHY

REFERENCE 8OOKS0

:arketing esearch 8A"thor 6 G C 5eri9

8P"blished b# Tata :cGraw %ill P"blishing Co. LT.> ?ew

elhi9

Third dition82--29

:arketing :anagement 8A"thor F a0an *aena9

8P"blish b# Tata :cGraw %ill P"blishing Co. LT.> ?ew elhi9

*econd dition82--19

:arketing :anagement 8A"thor6 Philip otler9

8P"blish b# Pren Tice6hall of !ndia P=T. LT.> ?ew elhi9

?inth dition

esearch :ethodolog# 8A"thor F 5handrai9

Print 2--4> second edition

Consumer Perception Regarding Amul Products in India

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