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A

Project Report

On

CONSUMER BEHAVIOR AND MARKET POTENTIAL

OF AMUL SCOOPING PARLOR AND AMUL APO IN

JAIPUR

Report by

Dhanaram Burdak

M.B.A.II sem

Submitted to the Department of Management Studies

In Partial Fulfillment of the Requirements

for the 2-years Full-time M.B.A Course

POORNIMA SCHOOL OF MANAGEMENT

Sitapura, Jaipur, Rajasthan

CERTIFICATE OF ORIGINALITY

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I Dhanaram Burdak S/O Moturam having Batch 2009-2011, do hereby certify and declare that this

research report titled “CONSUMER BEHAVIOR AND MARKET POTENTIAL OF AMUL

SCOOPING PARLOR AND AMUL APO IN JAIPUR” is the result of my own work. This report

contains no materials or information which has been previously submitted for any other academic

diploma or degree, except where indicated otherwise.

Date: Signature of the Student

Dhanaram

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APPROVAL PAGE

This report, entitled “CONSUMER BEHAVIOR AND MARKET

POTENTIAL OF AMUL SCOOPING PARLOR AND AMUL APO IN

JAIPUR” prepared and submitted by NARESH SARASWAT, in partial fulfillment

of the requirements for the degree of M.B.A MANAGEMENT is hereby accepted.

FACULTY GUIDE

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ACKNOWLEDGEMENT

I sincerely wish to acknowledge a deep debt gratitude to poornima school of Management

jaipur for giving me the opportunity to do PGDM from this organization.

I feel great joy and pleasure in thanking the Chairperson, Mrs. and the Director, Mr. without

whose constant encouragement and ever guiding spirit, this project would not have been

completed at all. I am indebted to Mr., Faculty Guide and all the faculty members of , who have

disciplined my mode of work and have been pillars of great strength to me.

The blessings of my revered Family has brought me to this stage are the most valuable

ingredients of my life. I wish convey my love and respects to them. Finally I convey my heartfelt

thanks to friends and all my well-wishers.

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CONTENTS

1. Abstract

2. Research Methodology

3. Introduction to the Industry

4. Introduction to GCMMF Ltd

5. Introduction to Subject

6. Project Profile

7. Data Analysis and Interpretation

8. Findings

9. Suggestions

10. Conclusion

11. Annexure

12. Bibliography

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ABSTRACT

Project study is an important part of our curriculum in MBA course. A project study helps a

student in getting aquatinted with the manner in which his knowledge is practically used outside

of his institution and it is different from what he has learnt from books. Hence when oneswitches from the processes of learning to that of implement his knowledge, he perceives an

abrupt change. This is why a project study session during MBA curriculum becomes an

important aspect.

The searching, compiling & presenting seminar of an MBA student plays an important role to

develop him as well as groove professionally. It is a golden opportunity for his/her to be given an

idea of dynamic and versatile professional world. It was a real interesting experience & I enjoyed

every part of it & hope that it would be helpful in my future.

There is a large gap between theoretical knowledge and practical knowledge about handling and

managing business. Only books knowledge can‘t help in building up an effective administration.

A theoretical and practical study, knowledge and learning can only be useful to become more

eligible and competitive due to their point of view each and every student of MBA has to

undergo the industrial training to execute the business enterprise which is really helpful to the

students for making their budget carrier

For accomplishment of the project report we daily think about the conditions and views and then

we used to compose the whole thing on computer. In making the project report theoretical

knowledge was needed more than the practical which was given to us by our Professors. In the

market the experience relating to the practical knowledge was very good which realized us about

the real conditions of the marketing. Of course all care has been taken and an attempt has been

made to give as much clarity and conclusive evidence as possible within the short tenure of the

study. The project flows logically consisting of market research, data collection method and

questionnaire. It is hoped that the findings and the suggestions will help the company,

confidently to formulate its strategy in comparison to its competitors.

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I had enjoyed my project study at Gujarat Cooperative Milk Marketing Federation

Limited and have learnt lots of new things, which will be helpful to me during my work in any

organization. I thank Gujarat Cooperative Milk Marketing Federation Limited for giving us this

opportunity at their office and being good to me all the time. I promise my help wherever needed

to the company, I also yearn to work for the company in future. I hope that administration think

over my work for a while.

Doing training was really an opportunity before me when I could convert my theoretical

knowledge into practical and of real world type. Fortunately, the company I got is a true follower

of the various principles of management and also one of the leading companies in its segment of

the industry. The working environment that I was being provided was extraordinary and helped

me a lot in delivering my work properly and with full potency of mine. Gujarat Cooperative Milk

Marketing Federation Limited is one of the renowned names in the Software and Hardware

sector of computer industry.

The graph of sales of these respective product lines is the best in the industry as compared to

their competitors. I did my summer training project at Gujarat Cooperative Milk Marketing

Federation Limited, Jaipur, where I found all the professionals are very much committed to their

work as well as they were all professionals enough. This helped me a lot in getting a good deal of

exposure. As I had to consult the Channel partners, I felt myself, in the beginning, in a bit

problem. But the cooperation of my superiors at the work induced confidence in me to deal with

my problems whenever they came.

On the basis of information collection and guidance provided I had prepared a comprehensive

training report. Here, it is a systematic presentation of this record. I sincerely hope that this piece

of information provides delight to the learners in their respective job profile associated with

Gujarat Cooperative Milk Marketing Federation Limited.

Master of business administration course designed with the objective of preparing the most

complete person with the view to achieve of the best possible manner. Any education is

incomplete without the practical exposure of it. We as student of marketing were assigned their

project to complement all that we studied in our classroom. My project deals with searching of

market potential of Amul parlors & APOs and studying the consumer behavior for the same.

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RESEARCH METHODOLOGY

OBJECTIVES

The objective of the study was to:

PRIMARY OBJECTIVE:

Primary objective was to Check Market potential of AMUL Scooping Parlor and AMUL APO

concept.

SECONDARY OBJECTIVE:

Some of the secondary objectives are:

First objective was to make brochure for the Amul Company which can be showed while

promoting the brand.

Second objective was to make people aware of scooping parlor concept by various

methods like showing them brochures, by word of mouth etc.

Third objective of the study was to understand the market opportunities for scooping

parlors. In this, the present market scenario, competitors within the industry and

competitors outside the industry like: restaurants, hotels, cafes and other unstructured

sources were taken into consideration.

Fourth objective was to go to the respective malls, multiplex, colleges, schools,

amusement places and to generate the leads from the business owners to open Amul

Scooping parlor, AMUL APO (AMUL PREFERRED OUTLET) & Amul Kiosk.

And the fifth and the most important objective were to show the path to the company to

build up their clientele.

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SCOPE OF THE PROJECT

This would help them in understanding the taste and the requirements of the customer.

The project would be helpful to the company as they would be able to know what the

places of high footfalls are and where such outlet would work in an optimum level.

This would be helpful for all the dairy firms to have an insight into the work which

AMUL just started.

There are lots of issues which are yet not under consideration so that would be

highlighted in this project report.

The clientele so build can see and actually analyze all the pros and cons of opening such

outlets.

This project will help the company to take some actions on the loopholes.

This would help AMUL as a brand to build up its clientele.

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Source of Information

Primary Data: - Primary data‘s are those which are gathered specially for the project

at hand, directly – e.g. through questionnaires & interviews. Primary data sourcesinclude company salesman, middleman, consumers, buyers, trade association‘s

executives & other businessman & even competitors. The primary data which was

used in this research was simply through a questionnaire.

Secondary Data: - These are generally published sources, which have been collected

originally for some other purpose. Source are internal company records, government

publication, reports & publication, reports & journals, trade, professional and

business associations publications & reports. In this project Company‘s annual report,

APO brochures, PowerPoint presentations prepared by previous employees,

company‘s previous project reports, company‘s facts on the internet etc. was used.

Research Design

Despite the difficulty of establishing an entirely satisfactory classification system, it is

helpful to classify marketing research on the basis of the fundamental objectives of the

research. Consideration of the different types, their applicability their strengths and their

weakness to select the type best suited research design to a specific problem.

The two general types of research are:

EXPLORATORY RESEARCH

Exploratory research seeks to discover new relationship, emphasis on discovery of ideas.Marketing researches devote a significant portion of their work on exploratory studies

when very little is known about the problem being examined. As AMUL APO and

scooping parlour is a new concept in Jaipur so there was a need to do exploratory

research as there was very less information available to AMUL about the place and its

customers.

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CONCLUSIVE RESEARCH

Conclusive studies attempts to determine the frequency with which something occurs or

the relationship between two phenomenons. Usually conclusive studies assume certain

under underlying characteristics of the market or have some precise statement of research

questions/hypothesis.

Sampling Technique used and Sample Size

Sample design is a definite plan of obtaining some items from the whole population. The

sample design used in this project is Area sampling (Part of Cluster sampling) and

convenience sampling. In the probability sampling methods, each items in the sample is

chosen one at a time from a complete list of universe elements. In marketing research

practice, it will sometimes be more expedient to select clusters or groups of universe

elements, rather than to choose sample items individually.

Sampling methods in which universe elements are chosen in groups rather than

individually are called cluster-sampling methods. They are widely used in the sampling

of human populations. When no complete universe listing exists, a type of sampling is

called area sampling may be the only practically feasible form of probability sampling.

Sample Size-

Zones are: EAST, WEST, NORTH, and SOUTH - 50 samples from each category

This all comprises of:

Banipark, Shastri Nagar, Chaura Rasta, Mansarover, Malviya Nagar, Jhotwara,

Murlipura, Vidhyadhar Nagar, Civil lines, C-Scheme, Ajmeri Gate, Pratap Nagar,

Rajapark, Sanganer, main city etc.

These are some of the main areas where survey was conducted. The total sample size was

200.

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SAMPLING

1. Sampling Technique : Non probability sampling

(A non probability sampling technique is that in

which each element in the population does not have

an equal chance of getting selected)

2. Sample Unit : People who buy ice creams

(Available in retail outlets, superstores, malls etc)

3. Sample Size : 200 respondents

(Age ranging between 15 yrs to 70 yrs)

4. Method : Direct interview through questionnaire

5. Data Analysis Method: Graphical method

6. Area of Survey : JAIPUR City.

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Limitations

Limited time available for interviewing the respondents. As a result of this, it was not

possible to gather full information about the respondents.

When I interviewed children and teenagers, sometimes they use to give answers under the

influence of their parents or elders.

As summer training is going under summer season so sometimes people are less

interested in filling up questionnaire.

Sometimes the problem was language for which I have to make them understand what the

question is.

Non-cooperative approach and rude behavior of the respondents which might be an issue

in the actual conclusions.

If the respondents answer does not falls between amongst the options given then it will

turn up to be a biased answer.

Number of respondents (Sample Size) was not able enough to justify the actual behavior

of them for Ice creams and scoops.

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INTRODUCTION TO THE INDUSTRY

A dairy is a facility for the extraction and processing of animal milk — mostly from cows or

goats, but also from buffalo, sheep, horses or camels — for human consumption. Typically it is a

farm (dairy farm) or section of a farm that is concerned with the production of milk, butter and

cheese.

Terminology differs slightly between countries. In particular, in the U.S. a dairy can also be a

facility that processes, distributes and sells dairy products, or a room, building or establishment

where milk is kept and butter or cheese is made. In New Zealand English a dairy means a corner

convenience store, or Superette — and dairy factory is the term for what is elsewhere called a

dairy.

As an attributive, the word dairy refers to milk-based products, derivatives and processes, and

the animals and workers involved in their production: for example dairy cattle, dairy goat. A

dairy farm produces milk and a dairy factory processes it into a variety of dairy products. These

establishments constitute the dairy industry, a component of the food industry.

The dairy sector in the India has shown remarkable development in the past decade and India has

now become one of the largest producers of milk and value-added milk products in the world.The dairy sector has developed through co-operatives in many parts of the State. During 1997-

98, the State had 60 milk processing plants with an aggregate processing capacity of 5.8 million

liters per day. In addition to these processing plants, 123 Government and 33 co-operatives milk

chilling centres operate in the State.

With the increase in milk production, Maharashtra now regularly exports milk to neighboring

states. It has also initiated a free school feeding scheme, benefiting more than three million

school children from over 19,000 schools all over the State.

In the more recent past, people in agricultural societies owned dairy animals that they

milked for domestic and local (village) consumption, a typical example of a cottage industry.

The animals might serve multiple purposes (for example, as a draught animal for pulling a

plough as a youngster, and at the end of its useful life as meat). In this case the animals were

normally milked by hand and the herd size was quite small, so that all of the animals could be

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milked in less than an hour — about 10 per milker. These tasks were performed by a dairymaid

(dairywomen) or dairyman. The word dairy harkens back to Middle English dayerie, deyerie,

from deye (female servant or dairymaid) and further back to Old English dæge (kneader of

bread).

With industrialization and urbanization, the supply of milk became a commercial industry, withspecialized breeds of cattle being developed for dairy, as distinct from beef or draught animals.

Initially, more people were employed as milker, but it soon turned to mechanization with

machines designed to do the milking.

Historically, the milking and the processing took place close together in space and time: on a

dairy farm. People milked the animals by hand; on farms where only small numbers are kept,

hand-milking may still be practiced. Hand-milking is accomplished by grasping the teats (often

pronounced tit or tits) in the hand and expressing milk either by squeezing the fingers

progressively, from the udder end to the tip, or by squeezing the teat between thumb and index

finger, then moving the hand downward from udder towards the end of the teat. The action of thehand or fingers is designed to close off the milk duct at the udder (upper) end and, by the

movement of the fingers, close the duct progressively to the tip to express the trapped milk. Each

half or quarter of the udder is emptied one milk-duct capacity at a time.

The stripping action is repeated, using both hands for speed. Both methods result in the milk that

was trapped in the milk duct being squirted out the end into a bucket that is supported between

the knees (or rests on the ground) of the milker, who usually sits on a low stool.

In 1937, it was found that bovine somatotropin (BST or bovine growth hormone) would increase

the yield of milk. Monsanto Company developed a synthetic (recombinant) version of thishormone (RBST). In February 1994, RBST was approved by the Food and Drug Administration

(FDA) for use in the U.S. It has become common in the U.S., but not elsewhere, to inject it into

milk kine (dairy cows) to increase their production by up to 15%.

However, there are claims that this practice can have negative consequences for the animals

themselves. A European Union scientific commission was asked to report on the incidence of

mastitis and other disorders in dairy cows, and on other aspects of the welfare of dairy cows The

commission's statement, subsequently adopted by the European Union, stated that the use of

RBST substantially increased health problems with cows, including foot problems, mastitis and

injection site reactions, impinged on the welfare of the animals and caused reproductivedisorders. The report concluded that on the basis of the health and welfare of the animals, RBST

should not be used.

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STRUCTURE OF THE INDUSTRY

While most countries produce their own milk products, the structure of the dairy industry varies

in different parts of the world. In major milk-producing countries most milk is distributed

through wholesale markets. In Ireland and Australia, for example, farmers' co-operatives own

many of the large-scale processors, while in the United States many farmers and processors do

business through individual contracts. In the United States, the country's 196 farmers'

cooperatives sold 86% of milk in the U.S. in 2002, with five cooperatives accounting for half

that. This was down from 2,300 cooperatives in the 1940s. In developing countries, the past

practice of farmers marketing milk in their own neighborhoods is changing rapidly. Notable

developments include considerable foreign investment in the dairy industry and a growing rolefor dairy cooperatives. Output of milk is growing rapidly in such countries and presents a major

source of income growth for many farmers

As in many other branches of the food industry, dairy processing in the major dairy producing

countries has become increasingly concentrated, with fewer but larger and more efficient plants

operated by fewer workers. This is notably the case in the United States, Europe, Australia and

New Zealand. In 2009, charges of anti-trust violations have been made against major dairy

industry players in the United States

Government intervention in milk markets was common in the 20th century. A limited anti-trust

exemption was created for U.S. dairy cooperatives by the Capper-Volstead Act of 1922. In the

1930s, some U.S. states adopted price controls, and Federal Milk Marketing Orders started under

the Agricultural Marketing Agreement Act of 1937 and continue in the 2000s. The Federal Milk

Price Support Program began in 1949.

The Northeast Dairy Compact regulated wholesale milk prices in New England from 1997 to

2001. Plants producing liquid milk and products with short shelf life, such as yogurts, creams

and soft cheeses, tend to be located on the outskirts of urban centers close to consumer markets.

Plants manufacturing items with longer shelf life, such as butter, milk powders, cheese and whey

powders, tend to be situated in rural areas closer to the milk supply.

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Most large processing plants tend to specialize in a limited range of products. Exceptionally,

however, large plants producing a wide range of products are still common in Eastern Europe.

As processing plants grow fewer and larger, they tend to acquire bigger, more automated and

more efficient equipment holdover from the former centralized, supply-driven concept of themarket. While this technological tendency keeps manufacturing costs lower, the need for long-

distance transportation often increases the environmental impact.

Milk production is irregular, depending on cow biology. Producers must adjust the mix of milk

which is sold in liquid form vs. processed foods (such as butter and cheese) depending on

changing supply and demand.

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OPERATION OF THE DAIRY FARM

When it became necessary to milk larger numbers of cows, the cows would be brought to a shed

or barn that was set up with bails (stalls) where the cows could be confined while they weremilked. One person could milk more cows this way, as many as 20 for a skilled worker. But

having cows standing about in the yard and shed waiting to be milked is not good for the cow, as

she needs as much time in the paddock grazing as is possible. It is usual to restrict the twice-

daily milking to a maximum of an hour and a half each time. It makes no difference whether one

milks 10 or 1000 cows, the milking time should not exceed a total of about three hours each day

for any cow.

As herd sizes increased there was more need to have efficient milking machines, sheds, milk-

storage facilities (vats), bulk-milk transport and shed cleaning capabilities and the means of

getting cows from paddock to shed and back.

Farmers found that cows would abandon their grazing area and walk towards the milking area

when the time came for milking.

This is not surprising as, in the flush of the milking season, cows presumably get very

uncomfortable with udders engorged with milk, and the place of relief for them is the milking

shed.

As herd numbers increased so did the problems of animal health. In New Zealand two

approaches to this problem have been used. The first was improved veterinary medicines (and

the government regulation of the medicines) that the farmer could use. The other was the

creation of veterinary clubs where groups of farmers would employ a veterinarian (vet) full-time

and share those services throughout the year. It was in the vet's interest to keep the animals

healthy and reduce the number of calls from farmers, rather than to ensure that the farmer needed

to call for service and pay regularly.

Most dairy farmers milk their cows with absolute regularity at a minimum of twice a day, with

some high-producing herds milking up to four times a day to lessen the weight of large volumes

of milk in the udder of the cow. This daily milking routine goes on for about 300 to 320 days per

year that the cow stays in milk. Some small herds are milked once a day for about the last 20

days of the production cycle but this is not usual for large herds. If a cow is left unmilked just

once she is likely to reduce milk-production almost immediately and the rest of the season may

see her dried off (giving no milk) and still consuming feed for no production. However, once-a-

day milking is now being practiced more widely in New Zealand for profit and lifestyle reasons.

This is effective because the fall in milk yield is at least partially offset by labor and cost savings

from milking once per day.

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This compares to some intensive farm systems in the United States that milk three or more times

per day due to higher milk yields per cow and lower marginal labor costs.

Farmers who are contracted to supply liquid milk for human consumption (as opposed to milk

for processing into butter, cheese, and so on — see milk) often have to manage their herd so that

the contracted number of cows are in milk the year round, or the required minimum milk outputis maintained.

This is done by mating cows outside their natural mating time so that the period when each cow

in the herd is giving maximum production is in rotation throughout the year.

Northern hemisphere farmers who keep cows in barns almost all the year usually manage their

herds to give continuous production of milk so that they get paid all year round. In the southern

hemisphere the cooperative dairying systems allow for two months on no productivity because

their systems are designed to take advantage of maximum grass and milk production in the

spring and because the milk processing plants pay bonuses in the dry (winter) season to carry thefarmers through the mid-winter break from milking. It also means that cows have a rest from

milk production when they are most heavily pregnant.

Some year-round milk farms are penalized financially for over-production at any time in the year

by being unable to sell their overproduction at current prices.

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INDUSTRIAL PROCESSING

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COOPERATIVE DAIRY FACTORY

A CHEESE FACTORY

Dairy plants process the raw milk they receive from farmers so as to extend its marketable life.

Two main types of processes are employed: heat treatment to ensure the safety of milk for

human consumption and to lengthen its shelf-life, and dehydrating dairy products such as butter,

hard cheese and milk powders so that they can be stored.

Cream and butter

Today, milk is separated by large machines in bulk into cream and skim milk. The cream is

processed to produce various consumer products, depending on its thickness, its suitability for

culinary uses and consumer demand, which differs from place to place and country to country.

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Some cream is dried and powdered, some is condensed (by evaporation) mixed with varying

amounts of sugar and canned. Most cream from New Zealand and Australian factories is made

into butter. This is done by churning the cream until the fat globules coagulate and form a

monolithic mass. This butter mass is washed and, sometimes, salted to improve keeping

qualities. The residual buttermilk goes on to further processing. The butter is packaged (25 to 50

kg boxes) and chilled for storage and sale. At a later stage these packages are broken down into

home-consumption sized packs. Butter sells for about US$3200 a tonne on the international

market in 2007 (an unusual high).

Skimmed milk

The product left after the cream is removed is called skim, or skimmed, milk. Reacting skim

milk with rennet or with an acid makes casein curds from the milk solids in skim milk, with

whey as a residual. To make a consumable liquid a portion of cream is returned to the skim milk to make low fat milk (semi-skimmed) for human consumption.

By varying the amount of cream returned, producers can make a variety of low-fat milks to suit

their local market. Other products, such as calcium, vitamin D, and flavoring, are also added to

appeal to consumers.

Casein

Casein is the predominant phosphoprotein found in fresh milk. It has a very wide range of uses

from being filler for human foods, such as in ice cream, to the manufacture of products such as

fabric, adhesives, and plastics. However, in the US these assorted non-food uses have led to

concerns over the import of substandard (non-food-grade) powders from other countries, such as

China, that are then used to artificially bolster domestic cheese yield without the casein additive

undergoing FDA inspection.

Cheese

Cheese is another product made from milk. Whole milk is reacted to form curds that can becompressed, processed and stored to form cheese. In countries where milk is legally allowed to

be processed without pasteurization a wide range of cheeses can be made using the bacteria

naturally in the milk. In most other countries, the range of cheeses is smaller and the use of

artificial cheese curing is greater. Whey is also the byproduct of this process.

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Cheese has historically been an important way of "storing" milk over the year, and carrying over

its nutritional value between prosperous years and fallow ones. It is a food product that, with

bread and beer, dates back to prehistory in Middle Eastern and European cultures, and like them

is subject to innumerable variety and local specificity.

Although nowhere near as big as the market for cow's milk cheese, a considerable amount of

cheese is made commercially from other milks, especially goat and sheep (see Roquefort cheese

for a notable example).

Whey

In earlier times whey was considered to be a waste product and it was, mostly, fed to pigs as a

convenient means of disposal. Beginning about 1950, and mostly since about 1980, lactose andmany other products, mainly food additives, are made from both casein and cheese whey.

Yogurt

Yoghurt (or yogurt) making is a process similar to cheese making; only the process is arrested

before the curd becomes very hard.

Milk powders

Milk is also processed by various drying processes into powders. Whole milk, skim milk,

buttermilk, and whey products are dried into a powder form and used for human and animal

consumption. The main difference between production of powders for human or for animal

consumption is in the protection of the process and the product from contamination. Some

people drink milk reconstituted from powdered milk, because milk is about 88% water and it is

much cheaper to transport the dried product. Dried skim milk powder is worth about US$5300 a

tonne (mid-2007 prices) on the international market.

Other milk products

Kumis is produced commercially in Central Asia. Although it is traditionally made from mare's

milk, modern industrial variants may use cow's milk instead.

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Transport of Milk

Historically, the milking and the processing took place in the same place: on a dairy farm. Later,

cream was separated from the milk by machine, on the farm, and the cream was transported to afactory for butter making. The skim milk was fed to pigs. This allowed for the high cost of

transport (taking the smallest volume high-value product), primitive trucks and the poor quality

of roads. Only farms close to factories could afford to take whole milk, which was essential for

cheese making in industrial quantities, to them. The development of refrigeration and better road

transport, in the late 1950s, has meant that most farmers milk their cows and only temporarily

store the milk in large refrigerated bulk tanks, whence it is later transported by truck to central

processing facilities.

Milking Machines

Milking machines are used to harvest milk from cows when manual milking becomes inefficient

or labor intensive. The milking unit is the portion of a milking machine for removing milk from

an udder. It is made up of a claw, four teat cups, (Shells and rubber liners) long milk tube, long

pulsation tube, and a pulsator. The claw is an assembly that connects the short pulse tubes and

short milk tubes from the teat cups to the long pulse tube and long milk tube. (Cluster assembly)

Claws are commonly made of stainless steel or plastic or both. Teatcups are composed of a rigid

outer shell (stainless steel or plastic) that holds a soft inner liner or inflation. Transparent sections

in the shell may allow viewing of liner collapse and milk flow. The annular space between the

shell and liner is called the pulse chamber.

Milking machines work in a way that is different from hand milking or calf suckling. Continuous

vacuum is applied inside the soft liner to massage milk from the teat by creating a pressure

difference across the teat canal (or opening at the end of the teat). Vacuum also helps keep the

machine attached to the cow. The vacuum applied to the teat causes congestion of teat tissues

(accumulation of blood and other fluids).

Atmospheric air is admitted into the pulsation chamber about once per second (the pulsation rate)

to allow the liner to collapse around the end of teat and relieve congestion in the teat tissue. The

ratio of the time that the liner is open (milking phase) and closed (rest phase) is called thepulsation ratio.

The four streams of milk from the teatcups are usually combined in the claw and transported to

the milk line, or the collection bucket (usually sized to the output of one cow) in a single milk

hose. Milk is then transported (manually in buckets) or with a combination of airflow and

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mechanical pump to a central storage vat or bulk tank. Milk is refrigerated on the farm in most

countries either by passing through a heat-exchanger or in the bulk tank, or both.

In the photo above is a bucket milking system with the stainless steel bucket visible on the far

side of the cow. The two rigid stainless steel teatcup shells applied to the front two quarters of

the udder are visible. The top of the flexible liner is visible at the top of the shells as are the shortmilk tubes and short pulsation tubes extending from the bottom of the shells to the claw. The

bottom of the claw is transparent to allow observation of milk flow. When milking is completed

the vacuum to the milking unit is shut off and the teatcups are removed.

Milking machines keep the milk enclosed and safe from external contamination. The interior

'milk contact' surfaces of the machine are kept clean by a manual or automated washing

procedures implemented after milking is completed. Milk contact surfaces must comply with

regulations requiring food-grade materials (typically stainless steel and special plastics and

rubber compounds) and are easily cleaned.

Most milking machines are powered by electricity but, in case of electrical failure, there can be

an alternative means of motive power, often an internal combustion engine, for the vacuum and

milk pumps. Milk cows cannot tolerate delays in scheduled milking without serious milk

production reductions.

Milking Shed Layouts

Bail-style Sheds — this type of milking facility was the first development, after open-paddock

milking, for many farmers. The building was a long, narrow, lean-to shed that was open along

one long side. The cows were held in a yard at the open side and when they were about to be

milked they were positioned in one of the bails (stalls). Usually the cows were restrained in the

bail with a breech chain and a rope to restrain the outer back leg. The cow could not move about

excessively and the milker could expect not to be kicked or trampled while sitting on a (three-

legged) stool and milking into a bucket. When each cow was finished she backed out into the

yard again. The UK bail, developed largely by Rex Patterson, was a six standing mobile shed

with steps that the cow mounted, so the herdsman didn't have to bend so low.

The milking equipment was much as today, a vacuum from a pump, pulsators, and a claw-piece

with pipes leading to the four shells and liners that stimulate and suck the milk from the teat. The

milk went into churns, via a cooler.

As herd sizes increased a door was set into the front of each bail so that when the milking was

done for any cow the milker could, after undoing the leg-rope and with a remote link, open the

door and allow her to exit to the pasture. The door was closed; the next cow walked into the bail

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and was secured. When milking machines were introduced bails were set in pairs so that a cow

was being milked in one paired bail while the other could be prepared for milking.

When one was finished the machine's cups are swapped to the other cow. This is the same as for

Swingover milking parlors as described below except that the cups are loaded on the udder from

the side. As herd numbers increased it was easier to double-up the cup-sets and milk both cowssimultaneously than to increase the number of bails. About 50 cows an hour can be milked in a

shed with 8 bales by one person. Using the same teat cups for successive cows has the danger of

transmitting infection, mastitis, from one cow to another. Some farmers have devised their own

ways to disinfect the clusters between cows.

Herringbone Milking Parlors — In herringbone milking sheds, or parlors, cows enter, in single

file, and line up almost perpendicular to the central aisle of the milking parlor on both sides of a

central pit in which the milker works (you can visualize a fishbone with the ribs representing the

cows and the spine being the milker's working area; the cows face outward). After washing the

udder and teats the cups of the milking machine are applied to the cows, from the rear of theirhind legs, on both sides of the working area. Large herringbone sheds can milk up to 600 cows

efficiently with two people.

Swingover Milking Parlors — Swingover parlors are the same as herringbone parlors except

they have only one set of milking cups to be shared between the two rows of cows, as one side is

being milked the cows on the other side are moved out and replaced with unmilked ones. The

advantage of this system is that it is less costly to equip, however it operates at slightly better

than half-speed and one would not normally try to milk more than about 100 cows with one

person.

Rotary Milking Sheds — Rotary milking sheds consist of a turntable with about 12 to 100

individual stalls for cows around the outer edge. A "good" rotary will be operated with 24 – 32

(~48 – 50+) stalls by one (two) milkers. The turntable is turned by an electric-motor drive at a rate

that one turn is the time for a cow to be milked completely. As an empty stall passes the entrance

a cow steps on, facing the centre, and rotates with the turntable. The next cow moves into the

next vacant stall and so on. The operator, or milker, cleans the teats, attaches the cups and does

any other feeding or whatever husbanding operations that is necessary. Cows are milked as the

platform rotates. The milker, or an automatic device, removes the milking machine cups and the

cow backs out and leaves at an exit just before the entrance. The rotary system is capable of

milking very large herds — over a thousand cows.

Automatic Milking Sheds — Automatic milking or 'robotic milking' sheds can be seen in

Australia, New Zealand and many European countries. Current automatic milking sheds use the

voluntary milking (VM) method. These allow the cows to voluntarily present themselves for

milking at any time of the day or night, although repeat visits may be limited by the farmer

through computer software. A robot arm is used to clean teats and apply milking equipment,

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while automated gates direct cow traffic, eliminating the need for the farmer to be present during

the process. The entire process is computer controlled.

Supplementary accessories in Sheds — Farmers soon realized that a milking shed was a good

place to feed cows supplementary foods that overcame local dietary deficiencies or added to the

cows' wellbeing and production. Each bail might have a box into which such feed is delivered asthe cow arrives so that she is eating while being milked. A computer can read the ear tag of each

beast to ration the correct individual supplement. A close alternative is to use 'out-of-parlor-

feeders', stalls that respond to a transponder around the cow's neck that is programmed to provide

each cow with a supplementary feed, the quantity dependent on her production, stage in

lactation, and the benefits of the main ration

The holding yard at the entrance of the shed is important as a means of keeping cows moving

into the shed. Most yards have a powered gate that ensures that the cows are kept close to the

shed.

Water is a vital commodity on a dairy farm: cows drink about 20 gallons (80 liters) a day,

sheds need water to cool and clean them. Pumps and reservoirs are common at milking facilities.

Water can be warmed by heat transfer with milk.

Temporary Milk Storage

Milk coming from the cow is transported to a nearby storage vessel by the airflow leaking

around the cups on the cow or by a special "air inlet" (5-10 l/min free air) in the claw. From there

it is pumped by a mechanical pump and cooled by a heat exchanger. The milk is then stored in alarge vat, or bulk tank, which is usually refrigerated until collection for processing.

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WASTE DISPOSAL

In countries where cows are grazed outside year-round, there is little waste disposal to deal with.

The most concentrated waste is at the milking shed, where the animal waste is liquefied (during

the water-washing process) and allowed to flow by gravity, or pumped, into composting ponds

with anaerobic bacteria to consume the solids. The processed water and nutrients are then

pumped back onto the pasture as irrigation and fertilizer. Surplus animals are slaughtered for

processed meat and other rendered products.

In the associated milk processing factories, most of the waste is washing water that is treated,

usually by composting, and returned to waterways. This is much different from half a century

ago, when the main products were butter, cheese and casein, and the rest of the milk had to be

disposed of as waste (sometimes as animal feed).

In areas where cows are housed all year round, the waste problem is difficult because of

the amount of feed that is bought in and the amount of bedding material that also has to be

removed and composted. The size of the problem can be understood by standing downwind of

the barns where such dairying goes on.

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In many cases, modern farms have very large quantities of milk to be transported to a factory for

processing. If anything goes wrong with the milking, transport or processing facilities it can be a

major disaster trying to dispose of enormous quantities of milk. If a road tanker overturns on a

road, the rescue crew is looking at accommodating the spill of 5 to 10 thousand gallons of milk

(20 to 45 thousand liters) without allowing any into the waterways. A derailed rail tanker-train

may involve 10 times that amount. Without refrigeration, milk is a fragile commodity, and it is

very damaging to the environment in its raw state. A widespread electrical power blackout is

another disaster for the dairy industry, because both milking and processing facilities are

affected.

Milk Industry is about the production, processing and retailing of milk in all its many aspects. An

editorial mix of news, articles, interviews, business advice and technical reports provides a

source of information relevant to anyone who is involved in milk production and in the

processing and retailing of dairy products.

Each month the editorial in Milk Industry relates to, and reports on what is happening in the

wider milk industry. Regular coverage includes: a news and business news round-up, news of

events and people in the trade, interviews with key industry figures, product launches, company

profiles, marketing & promotional news, dairy management and European legislation.

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CIRCULATION

Milk Industry is read throughout the world with regular subscribers in 33 countries.

Milk Industry reaches the decision makers. The monthly circulation of over 2,000 copies

includes those who are responsible for, or directly influence, the purchase of equipment and

services: owners, managers and senior technical personnel in dairies, independent milk

processors, on-farm processors and milk groups together with a growing number of

manufacturers of milk based end products – cheese, yoghurts, ice cream, milk drinks and dairy

desserts as well as bottled milk buyers and buyers at senior level within the retail sector.

Milk Industry is published ten times a year - every month except January and August.

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DAIRY INDUSTRY

The highest milk producer in the entire globe – India boasts of that status. India is otherwise

known as the ‗Oyster‘ of the global dairy industry, with opportunities galore to the entrepreneursglobally. Anyone might want to capitalize on the largest and fastest growing milk and milk

products' market. The dairy industry in India has been witnessing rapid growth. The liberalized

economy provides more opportunities for MNCs and foreign investors to release the full

potential of this industry.

The main aim of the Indian dairy industry is only to better manage the national resources to

enhance milk production and upgrade milk processing using innovative technologies.

Potential for investment in the dairy industry:

Some areas of Indian dairy industry can be toned up by the evocation of differentiated

technologies and equipment from overseas. These include:

1. Raw Milk Handling: The raw milk handling needs to be elevated in terms of

physicochemical and microbiological properties of the milk in a combined manner. The

use of clarification and bactofugation in raw milk processing can aid better the quality of

the milk products.

2. Milk Processing: Better operational ratios are required to amend the yields and abridge

wastage, lessen fat/protein losses during processing, control production costs, save

energy and broaden shelf life. The adoption of GMP (Good Manufacturing Practices) and

HACCP (Hazard Analysis Critical Control Points) would help produce milk products

adapting to the international standards.

3. Packaging: Another area that can be improved is the range of packing machines for the

manufacture of butter, cheese and alike. Better packaging can assist in retaining the

nutritive value of products packed and thus broaden the shelf life. A cold chaindistribution system is required for proper storage and transfer of dairy products.

4. Value-Added Products: There's vast scope for value-added products like desserts,

puddings, custards, sauces, mousse, stirred yoghurt, nectars and sherbets to capture the

dairy market in India.

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The Indian dairy industry has aimed at better management of the national resources to enhance

milk production and upgrade milk processing involving new innovative technologies.

Multinational dairy giants can also make their foray in the Indian dairy market in this

challenging scenario and create a win-win situation for both.

India’s Milk Product Mix

Product Percentage

Fluid Milk 46.0%

Ghee 27.5%

Butter 6.5%

Curd 7.0%

Khoa (Partially Dehydrated Condensed Milk) 6.5%

Milk Powders, including IMF 3.5%

Paneer & Chhana (Cottage Cheese) 2.0%

Others, including Cream, Ice Cream 1.0%

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OVERVIEW OF THE INDIAN DAIRY SECTOR

Dairy is a place where handling of milk and milk products is done and technology refers to the

application of scientific knowledge for practical purposes. Dairy technology has been defined asthat branch of dairy science, which deals with the processing of milk and the manufacture of

milk products on an industrial scale.

In developed dairying countries such as the U.S.A., the year 1850 is seen as the dividing line

between farm and factory-scale production. Various factors contributed to this change in these

countries, viz. concentration of population in cities where jobs were plentiful, rapid

industrialization, improvement of transportation facilities, development of machines, etc.

whereas the rural areas were identified for milk production, the urban centres were selected for

the location of milk processing plants and product manufacturing factories. These plants and

factories were rapidly expanded and modernized with improved machinery and equipment tosecure the various advantages of large-scale production. Nearly all the milk in the U.S.A. before

1900 was delivered as raw (natural) milk. Once pasteurization was introduced, it developed

rapidly. Mechanical refrigeration helped in the rapid development of the factory system of

market milk distribution.

In India, dairying has been practiced as a rural cottage industry since the remote past. Semi-

commercial dairying started with the establishment of military dairy farms and co-operative milk

unions throughout the country towards the end of the nineteenth century.

During the earlier years, each household in those countries maintained its ‗family cow‘ or

secured milk from its neighbour who supplied those living close by. As the urban population

increased, fewer households could keep a cow for private use. The high cost of milk production,

problems of sanitation etc., restricted the practice; and gradually the family cow in the city was

eliminated and city cattle were all sent back to the rural areas.

Gradually farmers within easy driving distance began delivering milk over regular routes in the

cities. This was the beginning of the fluid milk-sheds which surround the large cities of today.

Prior to the 1850s most milk was necessarily produced within a short distance of the place of

consumption because of lack of suitable means of transportation and refrigeration.

The Indian Dairy Industry has made rapid progress since Independence. A large number of

modern milk plants and product factories have since been established. These organized dairies

have been successfully engaged in the routine commercial production of pasteurized bottled milk

and various Western and Indian dairy products. With modern knowledge of the protection of

milk during transportation, it became possible to locate dairies where land was less expensive

and crops could be grown more economically.

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In India, the market milk technology may be considered to have commenced in 1950, with the

functioning of the Central Dairy of Aarey Milk Colony, and milk product technology in 1956

with the establishment of AMUL Dairy, Anand. The industry is still in its infancy and barely

10% of our total milk production under goes organized handling.

History of Indian Market Milk Industry

Beginning in organized milk handling was made in India with the establishment of Military

Dairy Farms.

Handling of milk in Co-operative Milk Unions established all over the country on a small

scale in the early stages.

Long distance refrigerated rail-transport of milk from Anand to Bombay since 1945

Pasteurization and bottling of milk on a large scale for organized distribution was startedat Aarey (1950), Calcutta (Haringhata, 1959), Delhi (1959), Worli (1961), Madras (1963)

etc.

Establishment of Milk Plants under the Five-Year Plans for Dairy Development all over

India. These were taken up with the dual object of increasing the national level of milk

consumption and ensuing better returns to the primary milk producer. Their main aim

was to produce more, better and cheaper milk.

Facts and Figures

The country is the largest milk producer all over the world, around 100 million MT.

Value of output amounted to Rs. 1179 billion (in 2004-05) (Approximately equals

combined output of paddy and wheat!!)

1/5thof the world bovine population

Milk animals (45% indigenous cattle, 55 % buffaloes, and 10% cross bred cows)

Immensely low productivity, around 1000 kg/year (world average 2038 kg/year)

Large no. of unproductive animals, low genetic potency, poor nutrition and lack of

services are the main factors for the low productivity.

There are different regions – developed, average, below average (eastern states of Orissa,

Bihar and NE region) in the dairy industry.

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INDIA: WORLD'S LARGEST MILK PRODUCER

India has become the world's No. 1 milk producing country, with output in 1999-200 (marketing

year ending March 2000) forecasted at 78 million tonnes. United States, where the milk production is anticipated to grow only marginally at 71 million tonnes, occupied the top slot till

1997. In the year 1997, India's milk production was on par with the U.S. at 71 million tonnes.

The world milk production in 1998 at 557 million tonnes would continue the steady progress in

recent years (see Table 1). Furthermore, the annual rate of growth in milk production in India is

between 5-6 per cent, against the worlds at 1 per cent. The steep rise in the growth pattern has

been attributed to a sustained expansion in domestic demand, although per capita consumption is

modest - at 70 kg of milk equivalent.

Annual Milk Production has trebled

India's annual milk production has more than trebled in the last 30 years, rising from 21 million

tonnes in 1968 to an anticipated 80 million tonnes in 2001. This rapid growth and modernization

is largely credited to the contribution of dairy cooperatives, under the Operation Flood (OF)

Project, assisted by many multi-lateral agencies, including the European Union, the World Bank,

FAO and WFP (World Food Program). In the Indian context of poverty and malnutrition, milk

has a special role to play for its many nutritional advantages as well as providing supplementary

income to some 70 million farmers in over 500,000 remote villages.

SWOT Analysis: Indian Dairy

Strengths

1. Demand Profiles2. Margins3. Flexibility of Product Mix4. Availability of Raw Material5. Technical Manpower

Weakness

1. Perishability2. Lack of control over yield3. Logistics procurement4. Problematic distribution5. Competition

Opportunities

1. Value Addition2. Export Potential

Threats

1. Milk vendors, the un-organized sector

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Strengths:

Demand profile: Absolutely optimistic.

Margins: Quite reasonable, even on packed liquid milk.

Flexibility of product mix: Tremendous. With balancing equipment, you can keep onadding to your product line.

Availability of raw material: Abundant. Presently, more than 80 per cent of milk

produced is flowing into the unorganized sector, which requires proper channelization.

Technical manpower: Professionally-trained, technical human resource pool, built over

last 30 years.

Weaknesses:

Perishability: Pasteurization has overcome this weakness partially. UHT gives milk long

life. Surely, many new processes will follow to improve milk quality and extend its shelf

life.

Lack of control over yield: Theoretically, there is little control over milk yield.

However, increased awareness of developments like embryo transplant, artificial

insemination and properly managed animal husbandry practices, coupled with higher

income to rural milk producers should automatically lead to improvement in milk yields.

Logistics of procurement: Woes of bad roads and inadequate transportation facility

make milk procurement problematic. But with the overall economic improvement in

India, these problems would also get solved.

Problematic distribution: Yes, all is not well with distribution. But then if ice creams

can be sold virtually at every nook and corner, why can‘t we sell other dairy products

too? Moreover, it is only a matter of time before we see the emergence of a cold chain

linking the producer to the refrigerator at the consumer‘s home!

Competition: With so many newcomers entering this industry, competition is becoming

tougher day by day. But then competition has to be faced as a ground reality. The market

is large enough for many to carve out their niche.

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Opportunities:

"Failure is never final, and success never ending‖. Dr Kurien bears out this statement

perfectly. He entered the industry when there were only threats. He met failure head-on, and now

he clearly is an example of ‗never ending successes! If dairy entrepreneurs are looking for

opportunities in India, the following areas must be tapped:

Value addition: There is a phenomenal scope for innovations in product development,

packaging and presentation. Given below are potential areas of value addition:

Steps should be taken to introduce value-added products like shrikhand, ice

creams, paneer, khoa, flavored milk, dairy sweets, etc. This will lead to a greater

presence and flexibility in the market place along with opportunities in the field of

brand building.

Addition of cultured products like yoghurt and cheese lend further strength - both

in terms of utilization of resources and presence in the market place.

A lateral view opens up opportunities in milk proteins through casein, caseinates

and other dietary proteins, further opening up export opportunities.

Yet another aspect can be the addition of infant foods, geriatric foods and

nutritionals.

Export potential: Efforts to exploit export potential are already on. Amul is exporting to

Bangladesh, Sri Lanka, Nigeria, and the Middle East. Following the new GATT treaty,

opportunities will increase tremendously for the export of agro-products in general and

dairy products in particular.

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Threats:

Milk vendors, the un-organized sector: Today milk vendors are occupying the pride of

place in the industry. Organized dissemination of information about the harm that they

are doing to producers and consumers should see a steady decline in their importance.

The study of this SWOT analysis shows that the ‗strengths‘ and ‗opportunities‘ far outweigh

‗weaknesses‘ and ‗threats‘. Strengths and opportunities are fundamental and weaknesses and

threats are transitory. Any investment idea can do well only when you have three essential

ingredients: entrepreneurship (the ability to take risks), innovative approach (in product lines and

marketing) and values (of quality/ethics).

The Indian dairy industry, following its de-licensing, has been attracting a large number of

entrepreneurs. Their success in dairying depends on factors such as an efficient yet economical

procurement network, hygienic and cost-effective processing facilities and innovativeness in the

market place. All that needs to be done is: to innovate, convert products into commercially

exploitable ideas. All the time keep reminding yourself: Benjamin Franklin discovered

electricity, but it was the man who invented the meter that really made the money!

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Introduction

to

GCMMF Ltd.(GUJARAT COOPRATIVE MILK MARKETING FEDERATION

LIMITED)

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COMPANY PROFILE

Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF)

(Registered under Gujarat Co-operative Milk Marketing Federation LTD.)

GCMMF, better known through its Amul brand, is India‘s largest food product marketing

organization. Amul (Anand Milk Union Limited), formed in 1946, is a dairy cooperative

movement in India. It is a brand name managed by an apex cooperative organization, Gujarat

Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by some

2.6 million milk producers in Gujarat, India.

AMUL is based in Anand, The brand name Amul means ―AMULYA‖. This word derived from

the Sanskrit word ―AMULYA‖ which means ―priceless‖. A quality control expert in Anand had

suggested the brand name ―AMUL‖. Amul products have been in use in millions of homes since

1946. Amul Butter, Amul Milk Powder, Amul Ghee, Amulspray, Amul Cheese, Amul

Chocolates, Amul Shrikhand, Amul Ice cream, Nutramul, Amul Milk and Amulya have made

Amul a leading food brand in India. Today Amul is a symbol of many things like of the high-

quality products sold at reasonable prices, of the genesis of a vast co-operative network, of the

triumph of indigenous technology, of the marketing savvy of a farmers' organization. And have a

proven model for dairy development (Generally known as ―ANAND PATTERN‖).

Gujarat and has been a sterling example of a co-operative organization's success in the long term.

It is one of the best examples of co-operative achievement in the developing world. "Anyone

who has seen, the dairy cooperatives in the state of Gujarat, especially the highly successful one

known as AMUL, will naturally wonder what combination of influences and incentives are

needed to multiply such a model a thousand times over in developing regions everywhere." The

Amul Pattern has established itself as a uniquely appropriate model for rural development. Amul

has spurred the White Revolution of India, which has made India the largest producer of milk

and milk products in the world. It is also the world's biggest vegetarian cheese brand.

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Amul is the largest food brand in India and World's Largest Pouched Milk Brand with an annual

turnover of US $1050 million (2006-07). Currently Amul has 2.6 million producer members with

milk collection average of 10.16 million liters per day. Besides India, Amul has entered overseas

markets such as Mauritius, UAE, USA, Bangladesh, Australia, China, Singapore, Hong Kong

and a few South African countries. Its bid to enter Japanese market in 1994 had not succeeded,

but now it has fresh plans of flooding the Japanese markets. Other potential markets being

considered include Sri Lanka.

Dr Verghese Kurien, former chairman of the GCMMF, is recognized as the man behind the

success of Amul. On 10 Aug 2006 Parthi Bhatol, chairman of the Banaskantha Union, was

elected chairman of GCMMF.

GCMMF TODAY

GCMMF is India's largest food products marketing organization. It is a state level apex body of

milk cooperatives in Gujarat, which aims to provide remunerative returns to the farmers and also

serve the interest of consumers by providing quality products, which are good value for money.

GCMMF markets and manages the Amul brand. From mid-1990's Amul has entered areas not

related directly to its core business. Its entry into ice cream was regarded as successful due to the

large market share it was able to capture within a short period of time - primarily due to the price

differential and the brand name. It also entered the Pizza business, where the base and the recipeswere made available to restaurant owners who could price it as low as 30 rupees per pizza when

the other players were charging upwards of 100 rupees.

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

Synovate to find out Asia's top 1000 Brands.

Amul followed a unique business model, which aimed at providing 'value for money' products to

its consumers, while protecting the interests of the milk-producing farmers who were its

suppliers as well as its owners. As milk was a perishable item, the farmer suffered a loss if it was

not sold before the end of the day.

Amul bought all the milk offered by the milk producer, made timely payment, and shared with

the producers the profit generated from marketing the milk and milk products under the Amul

brand name.

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Attributes Data

Members 13 district cooperative milk producers' Union

No. of Producer Members 2.79 millionNo. of Village Societies 13,328

Total Milk handling capacity 11.22 million liters per day

Milk collection (Total - 2008-09) 3.05 billion liters

Milk collection (Daily Average 2008-09) 8.4 million liters

Milk Drying Capacity 626 Mts. per day

Cattle feed manufacturing Capacity 3500 Mts per day

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GCMMF TURNOVER

Sales Turnover Rs.(million) US $ (in millions)

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 1325

2008-09 67113 1504

GCMMF Awards

GCMMF bags APEDA Award for 11th year in a row.

AMUL pro-Biotic Ice-Cream gets No. 1 Award at the World Dairy Summit.

Ramakrishna Bajaj National Quality Award – 2003

AMUL – The Taste of India (GCMMF) receives International CIO 100 Award for

resourcefulness.

Rajiv Gandhi National Award – 1999

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Product Portfolio

Breadspreads

Amul Butter

Amul Lite Low Fat Breadspread

Amul Cooking Butter

Cheese Range

Amul Pasteurized Processed Cheddar Cheese

Amul Processed Cheese Spread

Amul Pizza (Mozarella) Cheese

Amul Shredded Pizza Cheese

Amul Emmental Cheese

Amul Gouda Cheese

Amul Malai Paneer (cottage cheese)

Utterly Delicious Pizza

Mithaee Range (Ethnic sweets)

Amul Shrikhand (Mango, Saffron, Almond Pistachio, Cardamom)

Amul Amrakhand

Amul Mithaee Gulabjamuns

Amul Mithaee Gulabjamun Mix

Amul Mithaee Kulfi Mix

Avsar Ladoos

Sweetened Condensed Milk

Amul Mithaimate Sweetened Condensed Milk

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UHT Milk Range

Amul Shakti 3% fat Milk

Amul Taaza 1.5% fat Milk

Amul Gold 4.5% fat Milk

Amul Lite Slim-n-Trim Milk 0% fat milk

Amul Shakti Toned Milk

Amul Fresh Cream

Amul Snowcap Softy Mix

Pure Ghee

Amul Pure Ghee

Sagar Pure Ghee

Amul Cow Ghee

Infant Milk Range

Amul Infant Milk Formula 1 (0-6 months)

Amul Infant Milk Formula 2 (6 months above)

Amulspray Infant Milk Food

Milk Powders

Amul Full Cream Milk Powder

Amulya Dairy Whitener

Sagar Skimmed Milk Powder Sagar Tea and Coffee Whitener

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Fresh Milk

Amul Taaza Toned Milk 3% fat

Amul Gold Full Cream Milk 6% fat

Amul Shakti Standardized Milk 4.5% fat Amul Slim & Trim Double Toned Milk 1.5% fat

Amul Saathi Skimmed Milk 0% fat

Amul Cow Milk

Curd Products

Yogi Sweetened Flavored Dahi (Dessert)

Amul Masti Dahi (fresh curd)

Amul Masti Spiced Butter Milk

Amul Lassee

Amul Icecreams

Royal Treat Range (Butterscotch, Rajbhog, Malai Kulfi)

Nut-o-Mania Range (Kaju Draksh, Kesar Pista Royale, Fruit Bonanza, Roasted

Almond)

Nature's Treat (Alphanso Mango, Fresh Litchi, Shahi Anjir, Fresh Strawberry,

Black Currant, Santra Mantra, Fresh Pineapple)

Sundae Range (Mango, Black Currant, Sundae Magic, Double Sundae)

Assorted Treat (Chocó bar, Dollies, Frostik, Ice Candies, Tricone, Chocó crunch,

Megabite, Cassata)

Utterly Delicious (Vanilla, Strawberry, Chocolate, Chocó chips, Cake Magic)

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Chocolate & Confectionery

Amul Milk Chocolate

Amul Fruit & Nut Chocolate

Brown Beverage

Nutramul Malted Milk Food

Milk Drink

Amul Kool Flavored Milk (Mango, Strawberry, Saffron, Cardamom, Rose,

Chocolate)

Amul Kool Cafe

Amul Kool Koko

Amul Kool Milk Shake (Mango, Strawberry, Badam, Banana)

Health Beverage

Amul Shakti White Milk Food

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GCMMF Export Products

GCMMF is India‘s largest exporter of Dairy Products. It has been accorded a ―Trading House‖

status. GCMMF has received the APEDA Award from Government of India for Excellence inDairy Product Exports for the last 11 years.

The major export products are:

Consumer Packs

Amul Pure Ghee

Amul Butter

Amul Shrikhand

Amul Mithaee Gulabjamun

Nutramul Brown Beverage

Amul Cheese

Amul Malai Paneer

Amul UHT Milk (Long Life)

o Amul Gold Milk

o Amul Taaza Double Toned Milk

o Amul Lite Slim And Trim Milk

Amul Fresh Cream

Bulk Packs

Amul Skimmed Milk Powder

Amul Full Cream Milk Powder

Many of their products are now available in USA, Gulf Countries and Singapore.

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INTRODUCTION TO THE SUBJECT -

Ice cream or ice-cream is a frozen dessert usually made from dairy products, such as milk and

cream, and often combined with fruits or other ingredients and flavors. Most varieties containsugar, although some are made with other sweeteners. In some cases, artificial flavorings and

colorings are used in addition to (or in replacement of) the natural ingredients. This mixture is

stirred slowly while cooling to prevent large ice crystals from forming; the result is a smoothly

textured ice cream.

The meaning of the term ice cream varies from one country to another. Terms like frozen

custard, frozen yogurt, sorbet, gelato and others are used to distinguish different varieties and

styles. In some countries, like the USA, the term ice cream applies only to a specific variety, and

their governments regulate the commercial use of all these terms based on quantities of

ingredients. In others, like Italy and Argentina, one word is used for all the variants. Alternatives

made from soy milk, rice milk, and goat milk are available for those who are lactose intolerant or

have an allergy to dairy protein, or in the case of soy and rice milk, for those who want to avoid

animal products.

Ice cream can be mass-produced and thus is widely available in developed parts of the world. Ice

cream can be purchased in large cartons (vats and squrounds) from supermarkets and grocery

stores, in smaller quantities from ice cream shops, convenience stores, and milk bars, and inindividual servings from small carts or vans at public events. In Turkey and Australia, ice cream

is sometimes sold to beach-goers from small powerboats equipped with chest freezers. Some ice

cream distributors sell ice cream products from traveling refrigerated vans or carts (commonly

referred to in the US as "ice cream trucks"), sometimes equipped with speakers playing

children's music. Traditionally, ice cream vans in the United Kingdom make a music box noise

rather than actual music.

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DIETARY

Ice cream may have the following composition:

Greater than 10% milk fat and usually between 10% and as high as 16% fat in some

premium ice creams

9 to 12% milk solids-not-fat: this component, also known as the serum solids, contains

the proteins (caseins and whey proteins) and carbohydrates (lactose) found in milk

12 to 16% sweeteners: usually a combination of sucrose and glucose-based corn syrup

sweeteners

0.2 to 0.5% stabilizers and emulsifiers

55% to 64% water which comes from the milk or other ingredients

These compositions are percentage by weight. Since ice cream can contain as much as half air by

volume, these numbers may be reduced by as much as half if cited by volume. In terms of dietary

considerations, however, the percentages by weight are more relevant.

Even the low fat products have high caloric content: Ben and Jerry's No Fat Vanilla Fudge

contain 150 calories per half cup due to its high sugar content.

Milk is a vital component of our diet but loose milk can be a carrier of disease causing micro-

organisms, especially while mixing water. The modern dairy processing plants have made the

consumption of milk safe and pathogen-free.

The belief that packaged milk contains preservatives which make it possible to store the milk

without refrigeration is not true as the UHT packaged milk is completely preservative free. The

special six-layered packaging of cartons is the reason why packaged milk can be stored without

refrigeration for several months.

According to a recent Consumer Preference Survey (CPS) conducted, simultaneously, by

students of the leading business schools in Karachi and Lahore, 80 per cent of people surveyed

confirmed that they drink milk regularly. The survey sample included a cross section of socio

economic groups.

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Some 65 per cent of the respondents were females and 69 per cent were in the 18 to 35 age

group. Of total respondents, 46 per cent were students. The survey team focused more on

females as they generally manage kitchens.

The per capita consumption of milk in Pakistan is around 170 liters per year, which is much

lower than other Asian countries. Worldwide statistics report that a total of 145 countriesproduce milk and its products, measuring up to 550 million tons a year with the US as the top

producer and consumer of milk with 83 million tons. Pakistan ranks fifth in the world with a total

production of 32 million tons per year.

Despite the premium status in milk production, our country has not been able to consolidate its

benefits fully, A survey conducted earlier by the Animal Husbandry and Veterinary Sciences,

Agricultural University Peshawar, revealed that loose milk turns into a source of various diseases

including high incidence of zoonitic diseases due to filthy housing system at dairy farms,

unhygienic practices during milking, dirty utensils, transportation and marketing and water

adulteration.

The researchers found that the unpacked milk contained an alarming ratio of brucellosis, which

cause early abortions in expectant mothers, generalized body pain and temperature in older

women.

Milk consumers in Pakistan are today becoming more and more aware of the diseases associated

with the use of open milk. The Consumer Preference Survey shows that 89 per cent of the people

in cities considered packaged milk as safe for consumption, whereas only 34 per cent

respondents considered loose milk as safe. More than half the respondents (56 per cent) actually

preferred the UHT milk.

Milk consumption patterns have shown a steady shift towards packaged milk as more people

realize its health and packaging benefits. The total share of packaged milk has grown from 0.96

per cent to 5 per cent in just four years, indicating that the consumers are now becoming more

health conscious.

Some 60 per cent of the respondents of the survey used open milk, though they were aware of its

potential hazards, said that because they had developed taste for it as it is being used since

generations.

Besides, milk is used in tea, desserts and other foods and beverages. Though, during boiling fewcommon bacteria get expunged, but quite often, the dangerous pathogens survive normal boiling

temperatures also.

However, when milk is processed for packaging it goes through a number of steps that ensure

purity. Vitamin D is added to fresh milk and it is pasteurized at 280oF (138oC) for at least two

seconds which increases the shelf life.

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As it flows out of the pasteurizer, most milk is homogenized by being pumped through extremely

tiny openings. As a result, the milk fat is broken up into particles too small to stick together and

remains mixed throughout the milk rather than rising to the top as cream.

Packaged milk has been regarded as one of science's most useful techniques as it assures fresh,

high-quality milk to the consumer without the hassle of refrigeration. It has also become easier totransport thus people living in remote areas can also benefit from it now.

The UHT processed milk is cooled rapidly to at least seven degrees Celsius and packaged into

pre-sterilized containers and aseptically sealed. Since bacteria cannot enter the UHT milk, it can

be stored at room temperature for at least three months.

Changing lifestyles have also influenced innovative variations in packaged milk, such as low-fat,

skimmed and flavored milk. Weight conscious people and those suffering from ailments such as

diabetes etc.; prefer other varieties such as skimmed milk.

Packaged milk has clearly surpassed open milk in its advantages and should be encouraged more

so that people realize its benefits and switch to a healthier lifestyle.

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CONSUMER BEHAVIOR

Consumer behavior is the study of when, why, how, and where people do or do not buy products.

It blends elements-from psychology, sociology, social anthropology and economics. It attempts

to understand the buyer decision making process, both individually and in groups. It studies

characteristics of individual consumers such as demographics and behavioral variables in an

attempt to understand people's wants. It also tries to assess influences on the consumer from

groups such as family, friends, reference groups, and society in general.

Customer behavior study is based on consumer buying behavior, with the customer playing the

three distinct roles of user, payer and buyer. Relationship marketing is an influential asset for

customer behavior analysis as it has a keen interest in the re-discovery of the true meaning of

marketing through the re-affirmation of the importance of the customer or buyer. A greater

importance is also placed on consumer retention, customer relationship management,

personalization, customization and one-to-one marketing. Social functions can be categorized

into social choice and welfare functions.

Each method for vote counting is assumed as a social function but if Arrow‘s possibility theorem

is used for a social function, social welfare function is achieved. Some specifications of the

social functions are decisiveness, neutrality, anonymity, monotonocity, unanimity, homogeneity

and weak and strong Pareto optimality. No social choice function meets these requirements in an

ordinal scale simultaneously. The most important characteristic of a social function is

identification of the interactive effect of alternatives and creating a logical relation with the

ranks. Marketing provides services in order to satisfy customers. With that in mind, the

productive system is considered from its beginning at the production level, to the end of the

cycle, the consumer (Kioumarsi et al., 2009).

Belch and Belch define consumer behavior as 'the process and activities people engage in when

searching for, selecting, purchasing, using, evaluating, and disposing of products and services so

as to satisfy their needs and desires'.

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Black Box Model

The black box model shows the interaction of stimuli, consumer characteristics, and decision

process and consumer responses. It can be distinguished between interpersonal stimuli (betweenpeople) or intrapersonal stimuli (within people). The black box model is related to the black box

theory of behaviorism, where the focus is not set on the processes inside a consumer, but the

relation between the stimuli and the response of the consumer.

The marketing stimuli are planned and processed by the companies, whereas the environmental

stimuli are given by social factors, based on the economical, political and cultural circumstances

of a society. The buyer‘s black box contains the buyer characteristics and the decision process,

which determines the buyer‘s response.

The black box model considers the buyers response as a result of a conscious, rational decision

process, in which it is assumed that the buyer has recognized the problem. However, in reality

many decisions are not made in awareness of a determined problem by the consumer.

Environmental Factors Buyer's Black Box

Buyer'sResponseMarketing

StimuliEnvironmental

StimuliBuyer

CharacteristicsDecisionProcess

Product

Price

Place

Promotion

Economic

Technological

Political

Cultural

Demographic

Natural

Attitudes

Motivation

Perceptions

Personality

Lifestyle

Knowledge

Problemrecognition

Informationsearch

Alternativeevaluation

Purchase

decision

Post-purchasebehavior

Product choice

Brand choice

Dealer choice

Purchasetiming

Purchaseamount

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Information Search

Once the consumer has recognized a problem, they search for information on products and

services that can solve that problem. Belch and Belch (2007) explain that consumers undertake

both an internal (memory) and an external search.

Sources of information include:

Personal sources

Commercial sources

Public sources

Personal experience

The relevant internal psychological process that is associated with information search is

perception. Perception is defined as 'the process by which an individual receives, selects,

organizes, and interprets information to create a meaningful picture of the world'.

The selective perception process

Stage Description

Selective exposure consumers select which promotional messages they will expose

themselves to.

Selective attention consumers select which promotional messages they will pay attention

to.

Selective comprehension consumers interpret messages in line with their beliefs,

attitudes, motives and experiences.

Selective retention consumers remember messages that are more meaningful or important

to them.

The implications of this process help develop an effective promotional strategy, and select which

sources of information are more effective for the brand CV.

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Information Evaluation

At this time the consumer compares the brands and products that are in their evoked set. How

can the marketing organization increase the likelihood that their brand is part of the consumer's

evoked (consideration) set? Consumers evaluate alternatives in terms of the functional and

psychological benefits that they offer. The marketing organization needs to understand whatbenefits consumers are seeking and therefore which attributes are most important in terms of

making a decision.

Purchase Decision

Once the alternatives have been evaluated, the consumer is ready to make a purchase decision.

Sometimes purchase intention does not result in an actual purchase. The marketing organization

must facilitate the consumer to act on their purchase intention. The provision of credit or

payment terms may encourage purchase, or a sales promotion such as the opportunity to receive

a premium or enter a competition may provide an incentive to buy now. The relevant internalpsychological process that is associated with purchase decision is integration.

Post Purchase Evaluation

It is common for customers to experience concerns after making a purchase decision. This arises

from a concept that is known as ―cognitive dissonance‖. The customer, having bought a product,

may feel that an alternative would have been preferable. In these circumstances that customer

will not repurchase immediately, but is likely to switch brands next time.

To manage the post-purchase stage, it is the job of the marketing team to persuade the potential

customer that the product will satisfy his or her needs. Then after having made a purchase, thecustomer should be encouraged that he or she has made the right decision. It is not affected by

advertisement.

Internal Influences

Consumer behavior is influenced by: demographics, psychographics (lifestyle), personality,

motivation, knowledge, attitudes, beliefs, and feelings. consumer behavior concern with

consumer need consumer actions in the direction of satisfying needs leads to his behavior of

every individuals depend on thinking process.

External Influences

Consumer behavior is influenced by: culture, sub-culture, locality, royalty, ethnicity, family,

social class, reference groups, lifestyle, and market mix factors.

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PROJECT PROFILE

Title

The title of the study is ―Consumer Behavior and Market potential AMUL scooping parlors

and AMUL APOs in Jaipur‖.

In this topic there is a study of consumer behavior so that Amul can use the information to sell its

products through the scooping parlors and the preferred outlets. By this activity we have find out

the awareness of amul products and tried to find out the market potential of the proposed

scooping parlors and preferred outlets in Jaipur.

Focus

My main focus was on analyzing the behavior of the customer for AMUL APO, AMUL

Scooping Parlor as well as preparing the brochure for the company especially for the scooping

concept with company‘s basic colors i.e. bright yellow and green. As well as providing a route to

the company for approaching various space allocators of various places and convincing the

clientele to open AMUL outlets.

Concept of Amul APO and Amul Scooping Parlor

Amul has recently entered into direct retailing through "Amul APO (AMUL PREFERRED

OUTLETS)" as well as AMUL SCOOPING PARLOUR which are created in major cities like

Ahmedabad, Bangalore, Baroda, Delhi, Mumbai, Hyderabad, and Surat. In outlets like an

AMUL APO would sell each and every product which is under AMUL. Whereas, in scooping

parlor the clients would be selling the ice creams and those ice creams which will be as per

approved recipe of AMUL. Amul has plans to create a large chain of such outlets to be managed

by franchisees throughout the country. They have created Amul Parlor at some prominent

locations in the country, which are run by the company or its wholesale dealers.

"Amul Utterly Delicious" parlors are an excellent business opportunity for investors,

shopkeepers and organizations. In order to come closer to the customer, we have created two

models for retail outlets, which would be known as "Amul Preferred Outlets"(APO), AMUL

SCOOPING PARLOUR.

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AMUL SCOOPING PARLOR

Modalities for Amul’s Scooping Parlor

Parlor Design /Accessories / Equipment as per our standard design/application

Agreement on the line of APO

Brand Deposit: Rs.100000/- (50,000/- w.e.f. 1st September 2009).

Recipe : As per AMUL‘s approved recipe

Product Mix : Ice cream scooping and shakes

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Pricing : As approved by Amul

Equipments required in AMUL Scooping Parlor

1. Parlor Machine with canopy (Rs.40000)

2. HADF (Rs.16000)

3. PC with Printer (Rs.25000)

4. Waffle Cone Machine (Rs.11000)

5. Hand Mixie (Rs.l000)

6. Scoops (Rs.1500)

a. Mercury

b. Normal

7. Split AC (Rs.20000)

8. Bicycle (Rs.1200)

9. Insulated Bag (Rs.300)

TOTAL - 1.16 Lac

10. Interior Designing - Approx. Rs.2.50 Lac

The interior designing cost as well as some other things would depend on the way the client want

its structure to be, the amount of money he wishes to invest and how big his concept would be in

the market. It can even be possible to reduce it to 40.000.

Expected Monthly Expenses

1. Shop Rent Rs. 15000

2. Salary Rs. 15000 (3 persons)

3. Electricity Rs. 12000 to Rs. 15000

4. Miscellaneous Rs. 3000

5. Cups/Scoops Rs. 2000

6. Home Delivery Boxes

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AMUL PREFERRED OUTLET

Modalities of AMUL APO

Brand Deposit - Rs. 25000

Can keep all the products of AMUL

The equipments like fridge, deep freezer and oven costing 35000-50000.

An area of 100 – 300 sq. ft. is required.

The company cannot keep any product of any other brand.

The interior will cost Rs. 60000 - 70000 only which will include

Floor tiling, Electricity and water connection

Counter and Shelves

Paint and Tiling (Yellow and Green)

Expected Monthly Expenses

1. Shop Rent Rs. 15000

2. Salary Rs. 15000 (3 persons)

3. Electricity Rs. 12000 to Rs. 15000

4. Miscellaneous Rs. 3000

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Data Analysis and Interpretation

1. Do you eat ice-cream?

(If not, then thanks for taking your "time" in completing the questionnaire)

Yes No

Table 1

Eat ice cream East West North South Total

Yes 50 47 44 49 190

No 0 3 6 1 10

Fig. 1.1

INTERPRETATION

95% respondents in the region of Jaipur like Amul Ice Creams whereas 5% people do not

like ice cream. The remaining 5% people prefer cold drink or health drinks to ice cream.

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What kind of ice cream do you prefer? (Please rank favorite preferences, 1 being the highest)

Ice Cream Bars (Like orange bar, mango bar, raspberry bar etc.)

Ice Cream Cakes (Cassata)

Individual sized ice cream sundaes

Ice cream Cone

Half gallons

Ice cream shakes

Table 2

Fig. 1.2

INTERPRETATION

Ice cream cone is the most preferred kind of ice cream which people wish to have. Then ice

cream bar, ice cream shakes, individual ice cream sundaes, half gallons, ice cream cakes

ranked as 2, 3, 4, 5, and 6.

Kind of Ice-cream RankingIce-cream bars 2

Ice-cream cakes 6

Individual Ice-cream sundaes 4

Ice-cream cone 1

Half gallons 5

Ice-cream shakes 3

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2. Do you like (ice cream) toppings? (If no, please go to question no.5)

Yes No

Table 3

Toppings East West North South Total

Yes 39 44 44 42 169

No 8 4 3 6 21

Fig. 1.3

INTERPRETATION

As per fig 1.3, there are 169 people out of 190 who prefer ice cream toppings that count for

88.95% of the total sample size and 21 people who do not prefer ice cream toppings counts

for 11.05%. These 21 prefer plain ice creams.

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3. If yes, which toppings do you prefer from the list below?

(You may choose more than one option)

Jams Sweets (Jelly, Toffee, Fudge) Nuts

Coconut Whip Cream Dry Fruits

Sauces: Chocolate, Strawberry

Table 4

Toppings East West North South TotalJams 10 4 5 4 23

Sweets (Jelly, Toffee, Fudge) 5 6 6 6 23

Nuts 25 30 24 29 108

Coconut 6 7 4 7 24

Whip Cream 7 4 2 5 18

Dry Fruits 25 32 27 25 109

Sauces (Chocolate, Strawberry) 24 30 26 26 106

Fig. 1.4

INTERPRETATION

As per the survey conducted, nuts and dry fruits are the most preferred toppings as they

contribute 53% of the preference. Sauces contribute to 25.8% of the total sample size.

Coconut, gems, whipped cream are very less likeable topping which contributes to approx

5% each.

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4. What do you prefer to have your ice cream in/with?

(Please choose one option)

Cup Waffles

Cone Others (Please specify), _ _ _ _ _ _ _ _ _ _

Table 5

In/with East West North South Total

Cup 13 12 15 12 52

Cone 29 28 22 24 103

Waffles 8 7 7 13 35

Others 0 0 0 0 0

Fig. 1.5

INTERPRETATION

Of total people surveyed, 54.21% people love to have ice cream in cone. Whereas 27% of the

population prefer cup and the remaining population would love to have ice creams in waffles.

There is no other option which they thought of apart from cup, cone, and waffles.

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Do you prefer choosing your ice cream from a menu or from display?

Menu Display

Table 6

Ice cream Menu East West North South Total

Menu 19 11 16 13 59

Display 31 36 28 36 131

Fig. 1.6

INTERPRETATION

Approx. 69% of the people prefer to have a display of the names and prices of ice creams

rather than searching the same in the menu card.

Population of 31% still prefers from menu card so either a mixture of both can be the best

way for the company to display its products.

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What makes you buy a particular ice cream? (please choose one option)

Flavor (Taste) Texture Brand Name

Impulse Purchase (Unplanned/Spontaneous buying) Price

Others (Please specify), _ _ _ _ _ _ _ _ _ _

Table 7

Reason to Purchase East West North South Total

Flavor (Taste) 15 16 12 12 55

Price 10 17 15 12 54

Texture 1 2 2 4 9Brand name 13 5 7 11 36

Impulse Purchase 11 7 8 10 36

Others 0 0 0 0 0

Fig. 1.6

INTERPRETATION

28.95% people prefer ice cream on the basis of taste, 28.42% people purchase ice cream

where price is the criteria, and approx 18% each in brand name and impulse purchase.Apart from this, Amul should be ready to face competition from the local brands like Saras,

Vadilal and Mother Dairy etc.

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How often do you eat ice cream?

Everyday 2-5 times a week Once a week

Once a month Rarely Climatic conditions


Table 8

Fig. 1.8

INTERPRETATION

As per the diagram, 31.57% of the people consume ice cream at least once a week and then21.57% eats on the basis of climatic condition, 16.84% two-five times a week and 7.36%

have ice cream every day.

Intake of Ice cream East West North South TotalEveryday 4 3 4 3 14

2-5 times a week 12 7 5 8 32

Once a week 15 14 12 19 60

Once a month 2 4 8 9 23

Rarely 7 5 5 3 20Climatic conditions 10 14 10 7 41

Others 0 0 0 0 0

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What kind of promotions would most appeal to you as a consumer?


Buy 1 get 1free Free (ice cream) toppings

Discount offers (25%-off) Others (Please specify)

Table 9

Promotional offers East West North South Total

Buy one get one free 34 30 30 31 125

Free ice cream toppings 6 4 3 2 15

Disount offers 25% off 9 12 10 16 47

Others(please specify) 1 1 1 0 3

Fig. 1.9

INTERPRETATION

Out of 190, 125 people wish to have - buy one get one schemes. Whereas 47 people out of

190 prefers to have discount offers of 25%. 15 people prefer free ice cream toppings. And 3

people say that they wish to have- buy one get three, or fixed purchase. For e.g. Get any ice

cream at Rs. 20.

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Which type of promotional adverts catches your eye?

Billboards and T.V advertisements

Magazine Adverts

Newspaper Adverts

Posters in outlet stores

Table 10

Promotional Adverts East West North South Total

Billboards and TV adv. 17 10 14 13 54

Magazine adverts 8 6 5 7 26

Newspaper adverts 4 8 7 6 25

Poster in outlet stores 25 37 31 36 129

Fig. 1.10

INTERPRETATION

As per the figure 1.10, 67.9% of the total population gets attracted to the posters which are

there in the outlet stores. Then approx. 28.42% of the population gets attracted to the

billboards and T.V advertisements. Then approx 14% people prefer magazines or newspaper

adverts.

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5. Currently, what is your favorite ice cream brand in Jaipur?

(If you‘re not a resident of Jaipur then feel free to state any other choices)

Amul Baskin n Robbins Calyx

Cream Bell Mother Dairy Nestle

Kwality Wall‘s Saras Vadilal


Table 11

Brand Name East West North South

Amul 12 7 14 14

Baskin n Robbins 17 11 13 13

Calyx 9 4 3 6

Cream Bell 9 9 10 12

Mother Dairy 6 6 5 8

Nestle 4 4 3 5

Kwality Wall‘s 15 27 18 23

Saras 6 5 6 5

Vadilal 31 36 33 31

Others 0 1 1 1

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Favorite Brand of Ice-cream

Fig. 1.11

INTERPRETATION

Vadilal is the most preferred brand having 29.57%, Kwality Wall‘s having 18.73%, then its

Baskin n Robbins at 12.19% ,Amul 10.60% and the rest Calyx, Cream Bell, Mother Dairy,

Nestle, Kwality Wall‘s, Saras and others where 22,40, 25, 16, 22 and 3 people like out of

443.

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Where do you normally buy ice cream from? (Please choose one option)

Cinema Corner Shop Ice cream stands Mall Ice cream Parlor


Table 12

Places East West North South In percentage

Cinema 2 3 2 4 5.78%

Corner Shop 4 6 4 4 9.47%

Ice cream stands 6 3 3 4 8.43%

Mall 7 9 5 6 14.22%

Ice cream parlor 31 26 30 31 62.10%

Other (Please specify) 0 0 0 0 0%

Fig. 1.12

INTERPRETATION

People in Jaipur purchase ice creams mostly from parlor which accounts for 62.10 % of thetotal population whereas Malls being the 2nd most preferred place accounts for 14.21%.

Cinema, corner shop, and ice cream stand accounts for 5.78%, 9.48% and 8.42% of the total

population.

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As an adult/teenager what choices of furniture, décor and interior designs would appeal to

you in an ice cream shop?

Ice cream Pictures and Flexes Ethnic Themes

Different plain Random colors Fashion - Hollywood

Funny characters and cartoons

Table 13

Furniture and décor East West North South Total

Ice cream Pictures and Flexes 17 20 18 17 72

Ethnic Themes 8 5 4 5 22

Different plain Random colors 6 4 4 7 21

Fashion - Hollywood 4 2 3 8 17

Funny characters and cartoons 15 16 15 12 58

Fig. 1.13

INTERPRETATION

Out of all the décor styles which were thought of before ice cream pictures and flex are themost preferred themes 72 people out of 190 prefers to have this themes that counts for 37.9

% of the total population. Funny characters and cartoons are preferred by 30.52% of the

population whereas ethnic themes, different plain random color, fashion Hollywood counts

for 11.57%, 11.05%, 8.94%.

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According to you, what aspects are needed to provide a good service to the customers?

(Please rank in order where 1being the most important and 4 being the least)

Good customer service

Cleanliness

Quality of the products

Attendance (how quick your order is taken etc.)

Table 14

Preferences Rank

Good customer service 1

Cleanliness 3

Quality of products 2

Attendance 4

Fig. 1.14

INTERPRETATION

Good customer service holds 1st preference whereas quality of the product is the second

preference of the customers. Cleanliness and attendance scored 3rd and 4th position.

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We are planning to launch Amul Scooping parlor in Jaipur. As per you will it be

successful?

Yes No Don‘t Know

Table 15

Amul Parlor can be a success East West North South Total

Yes 49 45 44 46 174

No 1 2 0 3 6

Don't know 3 2 4 1 10

Fig.1.15

INTERPRETATION

Out of the population 91.57% people were sure of the success of AMUL parlor but still

3.16% say opening such outlet would not be really successful as many competitors are there

in the market. Whereas, 5.26% of the people are not sure of its success.

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14. Which place, as per you, would be demanding Amul scooping Parlor?

Cinema Hall Malls Residential Areas

Shopping Areas like Johari Bazaar, Nehru Bazaar etc.

School, Colleges Others (Please specify), _ _ _ _ _ _ _ _ _ _

Table 16

Areas demanding AMUL parlor East West North South Total

Cinema Hall 12 22 20 9 63

Malls 17 26 21 27 91

Residential Areas 28 28 17 31 104

Shopping areas 17 24 14 26 81

School,College 24 10 22 20 76

Others 3 0 0 2 5

Fig. 1.16

INTERPRETATION

People in Jaipur prefer mostly to have ice cream parlors nearby their home. Therefore

Residential areas 24.76% people prefer then Malls 21.67% School, college 18.09%,

Shopping areas 19.28%, cinema 15%.

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SUGGESTIONS

In order to increase the awareness in the city of Jaipur, the following recommendations

regarding Amul scooping parlors; particularly regarding advertisement, distribution, promotional

policies, etc, are hereby suggested:

Amul should give local advertisements apart from the advertisements given at the

national level. Local advertisement must mention the exclusive Amul shops of the city.

Try and change the perception of the people through word of mouth about Amul inadvertisements, because they are the best source to reach Children and families.

Though Amul scoops advertisements are rarely shown on television yet many people

could recall it as per the data of research. It shows that there is only need to give

advertisement only to rememorize customers. Because Amul is very strong brand

name.

Company should launch scoops in new attractive scoops to change image of Amul

scoops in consumers mind.

Advertisement can be done with the help of animations that attracts children and

teenagers because Ice creams are consumed largely in this segment.

As understood by the findings, company must pay attention towards the interior of its

parlors.

In order to promote it initial sales company can introduce sales promotion schemes like

buy one get one free, Purchase any product of Rs. 20 any topping on the product is free,

tattoo, free gifts, lucky draw, discount coupons etc.

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AMUL should give some concessions or some offers to the people who are interested in

opening the parlor as the initiators.

The company should allot some kind of Identity Cards which would act as a proof of the

Management Trainees to be associated with AMUL

AMUL should give some portion as a Minimum Guarantee so that at least people would

be ready to allot money in such business.

Promotional offers like buy one get one free attracts people of Jaipur so AMUL need to

consider this into mind while starting with some sort of sales promotion scheme.

As per the inferences drawn people are more attracted towards display and so therefore

the names and pictures of the ice creams should be there displayed in the parlor instead of

keeping a menu card as it is a instant purchase.

As people prefer to have ice cream from the ice cream parlors so opening scooping parlor

would be a good idea to work on.

Approx 31.57% people in Jaipur consume ice cream at least once a week. So there is a

huge market for AMUL to take over.

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CONCLUSION

As we know that Amul is a very big organization and market leader in dairy products. It has

maximum market share in Milk, Butter and Cheese, which are its main/core products. Amul is a

co-operative organization but Ice cream industry is a profitable industry we can‘t ignore it. With

the help of research, company can find out great opportunities in Ice cream product and canincrease its market share through launching its own scooping parlors. People have believed in

Amul’s product and they will accept its scoops and retail outlets also if effective actions will be

taken.

The survey resulted into following conclusions:

Amul must come up with new promotional activities such that people become aware

about Amul scooping parlors.

Quality is the dominating aspect which influences consumer to purchase Amul product,

but prompt availability of other Ice creams brands and aggressive promotional

activities by others influences the consumer towards them and also leads to increase

sales.

In comparison to Amul scoops, the other players such as Baskin n Robins, Swirls etc.

provide a better availability and give competition to the zenith.

People are mostly satisfied with the overall quality of Amul Ice creams, but for the

existence in the local market Amul must use aggressive selling techniques.

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Annexure

Questionnaire

“Consumer Behavior and Market potential of AMUL Scooping

Parlor and AMUL APO in Jaipur”

Name ………………………………………………..........

Address ………………………………………………..........

Age ………………………………………………..........

Contact No. ………………………………………………..........

1. Do you eat ice-cream?

(If not, then thanks for taking your "time" in completing the questionnaire)

Yes No

2. What kind of ice cream do you prefer?

(Please rank favorite preferences, 1 being the highest)

Ice Cream Bars (Like orange bar, mango bar, raspberry bar etc.)

Ice Cream Cakes (Cassata)

Individual sized ice cream sundaes

Ice cream Cone

Half gallons

Ice cream shakes

3. Do you like (ice cream) toppings? (If no, please go to question no.5)

Yes No

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If yes, which toppings do you prefer from the list below?

(You may choose more than one option)

Jams Sweets (Jelly, Toffee, Fudge) Nuts

Coconut Whip Cream Dry Fruits

Sauces: Chocolate, Strawberry

4. What do you prefer to have your ice cream in/with?


Cup Waffles

Cone Others (Please specify), _ _ _ _ _ _ _ _ _ _

5. Do you prefer choosing your ice cream from a menu or from display?

Menu Display

6. What makes you buy a particular ice cream? (please choose one option)

Flavor (Taste) Texture Brand Name

Impulse Purchase (Unplanned/Spontaneous buying) Price


7. How often do you eat ice cream?

Everyday 2-5 times a week Once a week

Once a month Rarely Climatic conditions


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8. Wat kind of promotions would most appeal to you as a consumer?


Buy 1 get 1free Free (ice cream) toppings

Discount offers (25%-off) Others (Please specify), _ _ _ _ _ _ _ _

9. Which type of promotional adverts catches your eye?

Billboards and T.V advertisements Magazine Adverts

Newspaper Adverts Posters in outlet stores

10. Currently, what is your favorite ice cream brand in Jaipur?

(If you‘re not a resident of Jaipur then feel free to state any other choices)

Amul Baskin n Robbins Calyx

Cream Bell Mother Dairy Nestle

Kwality Wall‘s Saras Vadilal


12. Where do you normally buy ice cream from? (Please choose one option)

Cinema Corner Shop Ice cream stands

Mall Ice cream Parlor


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13. As an adult/eenager what choices of furniture, décor and interior designs would

appeal to you in an ice cream shop?

Ice cream Pictures and Flexes Ethnic Themes

Different plain Random colors Fashion - Hollywood

Funny characters and cartoons

14. According to you, what aspects are needed to provide a good service to the

customers? (Please rank in order where 1being the most important and 4 being the least)

Good customer service

Cleanliness

Quality of the products

Attendance (how quick your order is taken etc.)

15. We are planning to launch Amul Scooping parlor in Jaipur. As per you will

it be successful?

Yes No Don‘t Know

16. Which place, as per you, would be demanding Amul scooping Parlor?

Cinema Hall Malls Residential Areas

Shopping Areas like Johari Bazaar, Nehru Bazaar etc.

School, Colleges Others (Please specify), _ _ _ _ _ _ _ _ _ _

Remarks

………………………………………………………………………………………………

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Bibliography

BOOKS

I. Kotler Philip; Keller Kevin Lane, (2008) Marketing Management , Prentice Hall of

India Private Limited, New Delhi

II. Sinha Suresh C. and Dhiman Anil K., (2002) Research Methodology (2 Vols-Set), Ess

Ess, New Delhi

III. Kothari Dr. C R, (2008) Research Methodology : Methods and Techniques, New Age

International Publishers, New Delhi

IV.

Still Richard D.; Cundiff Edward W.; Govoni Norman A.P. , (2009) Sales Management: Decisions, Strategies and Cases, Prentice Hall of India Private Limited,

New Delhi

V. Pradhan Jay Prakash, (2008) Indian Multinationals in the World Economy:

Implications for Development , Bookwell, New Delhi

VI. Liebowitz Jay, (2008) Information Technology Management: A Knowledge Repository,

CRC Press, Boca Raton; Boston; London; New York; Washington D.C.

VII. Liebowitz Jay; Khosrowpour Mehdi, (2007) Cases on Information Technology

Management in Modern Organizations, Idea Group Publishing, Hershey, USA; London,

UK

VIII. David J. Ketchen; Donald D. Bergh, (2006) Research Methodology in Strategy and

Management, Volume 3, Emerald Group Publishing, Amsterdam; Boston; Heidelberg;

London; New York; Oxford; Paris; San Diego; San Francisco; Singapore; Sydney; Tokyo

8/2/2019 Amul Dhana


MAGAZINES/JOURNALS/NEWSPAPERS

I. Annual Report of G.C.M.M.

II. Business World

III. Business Today

IV. The Financial Express

V. The Times of India

VI. The Hindu

WEBSITES

I. www.amul.com

II. www.amuldairy.com

III. www.google.co.in

IV. www.rediff.com/money/2005/sep/23spec.htm

V. www.marketresearch.com

VI. www.dairy.com

VII. www.indiadairy.com/cont_highest_milkproducer_amulorigin.html

VIII. www.wikipedia.com

IX lt i t

http://www.amul.com/

http://www.amuldairy.com/

http://www.google.co.in/

http://www.rediff.com/money/2005/sep/23spec.htm

http://www.marketresearch.com/

http://www.dairy.com/

http://www.indiadairy.com/cont_highest_milkproducer_amulorigin.html

http://www.wikipedia.com/

http://www.altavista.com/

http://www.altavista.com/

http://www.wikipedia.com/

http://www.indiadairy.com/cont_highest_milkproducer_amulorigin.html

http://www.dairy.com/

http://www.marketresearch.com/

http://www.rediff.com/money/2005/sep/23spec.htm

http://www.google.co.in/

http://www.amuldairy.com/

http://www.amul.com/

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