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RESE RCH ON MUL CURD

2012-13

Summer Training Project

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Submitted to AIAIMS

Summer Training Project

RESEARCH ON AMUL CURD

Required For Partial Fulfillment of M M S Program

By

Sayyed Saad

DIV C

Roll No 49

Under The Guidance Of

Harshal Yewale

Designation (TOS)

Amul

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&Under The Project Guide Of

Prof Reshma Singh

For The Academic Year2012-2013

CERTIFICATE

This is to certify that the study presented by Sayyed Saad Abdul Aziz to the

Anjuman-I- Islams Allana Institute of Management Studies, in part completion of

the MMS under the title RESEARCH ON AMUL CURD has been done

under the guidance of Prof. MS Reshma Singh and (TOS) Mr. Harshal

Yewale , Amul India, Mumbai.

The project is in the nature of original work that has not so far been submitted for

any program of Anjuman-I- Islams Allana Institute of Management Studies or any

other University / Institute. References of work and related sources of information

have been given at the end of the project.

(Project Guide)

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Prof. Reshma Singh

AKNOWLEDGEMENT

It has been great pleasure for me to work as a summer trainee in an esteemedorganization like Amul India, which made me aware of the culture followed in theorganization and gave me a great exposure.

The project work has been made possible through direct and indirect co-operation

of various persons for whom I wish to express my appreciation and gratitude.

I shall remain grateful to Prof Ms. Rabiya for her incisive support and objectiveguidance during the project. I am also grateful for the kind co-operation andguidance provided by our Director Prof. Mr. Lukman Patel and Project GuideProf Ms Reshma Singh , without which the project could not have been completedsuccessfully.

Once again I express my gratitude to Mr. Harshal Yewale , Amul India, Mumbaifor their kind co-operation.

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Last but not the least I thank my parents and friends who gave me moral supportthroughout.

Thank to you all.

Sayyed Saad Abdul Aziz

M.M.S. 1 st, AIAIMS

OBJECTIVES

The objective is this project is to evaluate the pattern of Research On Amul Curd

This topic has been selected by me to know the whole process involved inthe distribution and placement in particular area at Mumbai.

This also involved meeting with different retail outlets individuals. This hasgiven me exposure in the real market and to analyse the real marketsituation.

Another reason is to find out the opportunities that exist in this segment.

To accomplish these objectives as whole it involves meeting with differentwholesalers, retailers and customers and collecting feedback from them

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EXICUTIVE SUMMARY

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INDEX

Sr no, Title Page no,

1 AMUL INTRODUCTION1.2

The Birth of Amul1.3 CGMMF An Overview

1.4 The Amul Model

1.5 The Product Range Of Amul

2 INTRODUCING Amul Curd

2.1 Why AMUL MASTI Dahi???

2.2 Superiority of Amul Masti Dahi

2.3 SWOT Analysis

3 TASK REPORT

3.1 Questionnaire

3.2 Visited area information

a) Kalachawki

b) Ghorapdev

c) Parel

d) Parel Village

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e) Chinchpokli

3.3 All Five areas Report

a) Profit on single sale

b) Amul curd sales in season and off season

c) Persantage of damages and loose paking

d) Customers loyalty for Amul curd and Amul brand

4 FINDINGS

5 SUGGESTIONS

6 RETAILER FEEDBACK

6.1 Pricing

6.2 Product Quality

7 RECOMMENDATION

8 CONCLUSON

9 REFERENCE

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AMUL INTRODUCTION

Introduction

AMUL means "priceless" in Sanskrit. The brand name Amul," from the Sanskrit

"Amoolya was suggested by a quality control expert in Anand. Variants,

all meaning priceless", are found in several Indian languages. Amul (Anand Milk

Union Limited), formed in1946, is a dairy cooperative movement in India. It is

brand name managed by Gujarat Co-operative Milk Marketing Federation Ltd.

(GCMMF), which today is jointly owned by 3.03 million milk producers

in Gujarat, India.

The Birth of Amul

It all began when milk became a symbol of protest Founded in 1946 to stop the exploitation by middlemen Inspired by the freedom movement

The seeds of this unusual saga were sown more than 65 years back in Anand, a

small town in the state of Gujarat in western India. The exploitative trade practices

followed by the local trade cartel triggered off the cooperative movement. Angered

by unfair and manipulative practices followed by the trade, the farmers of the

district approached the great Indian patriot Sardar Vallabhbhai Patel for a solution.

He advised them to get rid of middlemen and form their own co-operative, which

would have procurement, processing and marketing under their control.

In 1946, the farmers of this area went on a milk strike refusing to be cowed down

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Amul is the largest food brand in India and world's Largest Pouched Milk Brand

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 recognised as the man behind the success of Amul .

Type Cooperative

Industry Dairy

Founded 1946

Headquarters Anand, Gujrat, India

Key People Chairman, Kheda District Cooperative MilkProducers Union Limited. (KDCMPUL)

Products Listing product is given below

Revenue $ 2.5 billion 2011-12

Employee 735 employees of Marketing Arm. However,real pool consists of 3.03 million milk

producer members.Web site www.amul.com

http://www.amul.com/http://www.amul.com/http://www.amul.com/

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APEDA

GCMMF is India's largest exporter of Dairy Products. It has been accorded a

"Trading House" status. Many of our products are available in USA, Gulf

Countries, Singapore, The Philippines, Japan, China and Australia. GCMMF hasreceived the APEDA Award from Government of India for Excellence in Dairy

Product Exports for the last 13 years.

For its consistent adherence to quality, customer focus and dependability, GCMMF

has received numerous awards and accolades over the years. It received the Rajiv

Gandhi National Quality Award in 1999 in Best of All Category. In 2002 GCMMF

bagged India's Most Respected Company Award instituted by Business World. In2003, it was awarded the IMC Ramkrishna Bajaj National Quality Award - 2003

for adopting noteworthy quality management practices for logistics and

procurement. GCMMF is the first and only Indian organization to win topmost

International Dairy Federation Marketing Award for probiotic ice cream launch in

2007.

The Amul brand is not only a product, but also a movement. It is in one way, the

representation of the economic freedom of farmers. It has given farmers the

courage to dream. To hope, to live.

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GCMMF - An Overview

Year of Establishment 1973Members 17 District Cooperative Milk Producers' Unions

(16 Members & 1 Nominal Members)No. of Producer Members 3.18 MillionNo. of Village Societies 16,117Total Milk handlingcapacity per day

13.67 Million litres per day

Milk Collection (Total -2011-12)

3.88 billion litres

Milk collection (DailyAverage 2011-12)

10.6 million litres (peak 13 million)

Milk Drying Capacity 647 Mts. per dayCattlefeed manufacturingCapacity

3690 Mts. per day

Sales Turnover -(2011-12) Rs. 11668 Crores (US $2.5 Billion)

The Amul Model

The Amul Model of dairy development is a three-tiered structure with the dairycooperative societies at the village level federated under a milk union at the districtlevel and a federation of member unions at the state level.

Establishment of a direct linkage between milk producers and consumers byeliminating middlemen

Milk Producers (farmers) control procurement, processing and marketing

Professional management

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The Product Range of AMUL

Breadspreads Amul Butter, AmulLite, Delicious Table MargarineCheese Range Amul Pasteurized Processed Cheddar Cheese, Amul

Processed Cheese Spread, Amul Pizza (Mozarella) Cheese,AmulEmmental Cheese, Amul Gouda Cheese,AmulMalaiPaneer (cottage cheese), Utterly Delicious Pizza

Fresh Milk Amul Gold Full Cream Milk 6% fat, Amul ShaktiStandardised Milk 4.5% Fat, AmulTaaza Toned Milk 3%fat,Amul Slim & Trim, Amul Cow Milk

UHT Milk Range Amul Gold 4.5% fat Milk, Amul Shakti 3% fat Milk,AmulTaaza 1.5% fat Milk, AmulLite Slim-n-Trim Milk,Amul Fresh Cream

Milk Powders Amul Full Cream Milk Powder, Amulya Dairy Whitener,Sagar Skimmed Milk Powder, Amulspray Infant Milk Food,Sagar Tea and Coffee Whitener

Milk Drink AmulKool Flavoured Milk, AmulKool Cafe,AmulKoolKoko,AmulKoolMillkShaake, AmulKoolChocolate Milk, Amul PRO Energy Drink

Health Drink Stamina Instant Energy Drink

Brown Beverage Amul Pro Malted Milk FoodCurd Products Amul Masti Dahi (fresh curd), AmulMasti Spiced Butter

Milk,AmulLassee, AmulFlaavyo YoghurtPure Ghee Amul Pure Ghee, Sagar Pure GheeSweetenedCondensed Milk

AmulMithaimate

Mithaee Range(Ethnic Sweets)

AmulShrikhand,AmulMithaeeGulabjamuns,AmulBasundi,AvsarLadoos

Ice-cream Sundae Range, probiotic,sugar free and probioticChocolate & Con Amul Milk Chocolate, Amul Fruit & Nut Chocolate,

AmulChocozoo,

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INTRODUSING AMUL CURD

Why Dahi?

for its nutritive values.

The answer to making great tasting dishes is fresh, creamy and good quality

dahi Amul Masti DahiDahi or Curd plays a key role in the Indian diet

and in preparation of delicious dishes like Dahi Wada, DahiBatataPuri, Dahi

Rice, DahiIdli, DahiRaita, Kadhi and Muglai Food. It is ideal meal accompaniment and is delicious as well as nutritious by itself

too. It is also used to marinate veg. and non veg. dishes.

Dahi is well known.

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Why AMUL MASTI Dahi???

Making fresh Dahi is cumbersome, time consuming chore and can cause

great embarrassment to the house wife when it is not prepared properly .

Dahi prepared by local shop owners or at home varies in terms of quality &

culture used.

Amul Curd is prepared in controlled conditions i.e. maintaining proper

temperatures to grow beneficial bacteria and to avoid growth of harmful

bacteria.

It is difficult to maintain controlled conditions at Home or at local shop

level.

Many times the quality of Dahi available from the local market is far from

satisfactory and often found to be contaminated as the culture used do not

contain 100% beneficial bacteria.

AMUL MASTI DAHI is a pasteurized product i.e. free from unwanted bacteria.

AMUL MASTI DAHI is prepared with selected culture having pro health

bacteria. The culture is developed after in depth research .

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Superiority of Amul Masti Dahi

Amul Masti Dahi is prepared from purest, freshest pasteurized milk and

it is free from added sugar.

Whats more, Amul Masti Dahi doesnt contain any preservatives.

Amul Masti Dahi is prepared from certified and selected bacterial culture

which gives excellent curd.

Amul Masti Dahi is hygienically processed and packed in a reusable plastic

tub as well as convenient pouch and thus free from possible adulteration.

Amul Masti Dahi is high on nutrition and taste.

Thick, creamy Amul Masti Dahi has a rich, glossy texture. Food tastes even

more delicious at the snap of your fingers.

The live microflora in Amul Masti Dahi helps the digestive system and

enhances the immune systems ability to fight harmful organisms. It

improves the bodys natural defenses and helps kee p the body functioning atits best.

Amul Masti Dahi having a probiotic nature contains live bacterial culture

which increases milk digestibility, quickens recovery from certain types of

diarrhea, skin infections, enhances immune function of the body and

encourages the body to function in the best possible and most natural way.

Amul Masti Dahi contains all goodness of milk such as proteins,carbohydrates, fats, calcium, phosphorous, magnesium, zinc, iodine and

vitamins.

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SWOT ANALYSIS

Strength

Strong brand name of AMUL.

Low price than other products.

Good in taste

Attractive Packaging

Weakness

Improper supply

No replacement

Low Shelf life

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Opportunities

Huge market potential

Well-known brand in India

Good scope in overseas market

Threats

Strong competition from Mother Dairy, Danone, Mahanand.

Competition from other local Dairies.

Competitors

Danone

Mother Dairy

Mahanand

Goverdhan

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TASK REPORT

As an trainee in Amul I was visited near about 200 shops and 100s of peoples,

Amul was allotted us a area and distributor for do the research on Amul curd, my

area is Mazgaon and there distributer is R.B Enterprises.

Under the R.B Enterprises near about 200 outlets and R.B Enterprises should be

distributing Amul products.

I was visited near about 200 outlets and meet people for collecting information

about Amul curd.

R.B Enterprises is distributing in 5 Areas.

I was selected Britannia as competitor.

Kalachawki31%

Ghorapdev15%

Parel Villege14%

Parel21%

Chinchpokli19%

Shops Under R.B Enterprises

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QUESTIONNAIRE

I was designed a questioner for retailers, they are give me answers about curd.

Shop Name:

Type of shop: Fridge

Q. Selling curd: YES NO

(If not selling) WHY:

Q. Which brand are you selling?

a) Amul b) Mother Dairyc) Chitaled) Nestlee) Dannonf) Mahanandag) Gowerdhanh) Gowindi) Local

Q. Companies are giving any kind of scheme?Ans:

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Q. How is curd (DAHI) sale?Good Average Bad

Q. Sales can change in season?Ans.

Q. Profit on single sales?a) b)c) d)

Q. What about distribution network?Good Average Bad

Q. Sale persons are visiting?Yes No

Q. After how many days you are giving order for new stock?Ans.

Q. How many days take distributer to complete the order?Ans.

Q. Any damages or loose packing problems in delivery?

Ans.

Q. Why you are not selling other brands curd?a) b)c) d)

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VISITED AREA INFORMATION

1. KALACHAWKI

I was visited 40 retailers shops in Kalachawki area.

Percentage of shops in Kalachawki area those are dealing with Amul curd.

Dealing Amul Curd87%

Not Dealing13%

Shops In Kalachawki Area

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Amul curd sales is good in Kalachawki area.

Amul72%

Britannia28%

Sales

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2. GHORAPDEV

I was visited 27 retailers shop in this area.

Percentage of shops in Ghorapdev area those are dealing with Amul curd.

Dealing with Amulcurd74%

Not Dealing26%

Shops In Ghorapdev Area

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Amul curd sales is good in Ghorapdev area.

Amul53%

Britannia47%

Sales

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3. Parel

I was visited 23 retailer shops in this area.

Percentage of shops in Parel area those are dealing with Amul curd.

Dealing with Amulcurd55%

Not Dealing

45%

Shops In Parel Area

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Amul curd sales is average in Parel area

Amul47%

Britannia53%

Sales

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4. Parel Village

I was visited 25 retailer shops in this area.

Percentage of shops in Parel Village area those are dealing with Amul curd.

Dealing with Amulcurd

52%

Not dealing48%

Shops In Parel Village Area

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Amul curd sales is Good in Parel Village area.

Amul51%

Britannia49%

Sales

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5. Chinchpokli

I was visited 32 retailers shop in this area.

Percentage of shops in Chinchpokli area those are dealing with Amul curd.

Dealing with Amulcurd47%Not Dealing

53%

Sales

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Amul curd sales is not Average in Chinchpokli area.

Amul48%Britannia

52%

Sales

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ALL FIVE AREAS

Profit on single sale of curd.

0

0.5

1

1.5

2

2.5

3

3.5

4

Amul Curd

Britannia Curd

400 gm

200 gm

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Amul curd sales On season and Off Season.

0

2

4

6

8

10

12

14

On Season Off Season

200 gm

400 gm

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Percentage of Damages and Loose packing.

Amul Curd53%

Britania Curd47%

In 3 Orders

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Customers loyalty for Amul Curd and Amul Brand.

Amul60%

Other Brands40%

In 10 customers

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FINDINGS

Britannia is main competitor and strategically on some point they has better performer then Amul.

Amul India has very good reputation in Indian market and customer has truston this brand.

Maximum retailers are dealing with Amul curd but the quantity is low as

compare to other brands.

Amul curd sale in this area (Mazgaon) is good Amul should have to usesome promotional activity to increase its sales.

Amul curd profit is also low as compare to other brands

400gm pack is more likely as compare to 200gm pack.

Amul curd sales in on season are double as compare to off season sales.

Main problem which can affecting on Amul curd sales in distributionnetwork, distribution network is really week in this area particularly.

Retailers are complaining for damages and loose packing.

Amul curd expiry problem is also there retailers are be careful about it.

Replacements issues are there. Amul brand loyalty is excellent in this area; many customers are buying curd

on Amul brand name only.

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SUGGESTIONS

Should increase the awareness of Amul fresh products through advertisingin various media.

The Retail margin for the products should be increased so that more numberof retailers will have Amul products.

Timely visit should be given to the retail shops.

Daily distribution service will provide to retailers like Britannia and Motherdairy.

Motivate salesman to introduce this product to retailers.

Deliver the Products with ready stock.

Amul have to maintain relation with main retailers how are giving maximumcurd sales.

R.B. Enterprises (distributer) has increase their vehicles for distribution.

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RETAILERS FEEDBACK

Delay in delivery time after the order has placed.

Want More Scheme and margin.

They want guaranteed replacement.

Lack of Advertising.

Many retailers said the quality of Amul curd is good.

Pricing:

Many retailers want more margins on Amul Curd. (After discount schemeclose)

Price is low to compare other malt beverage products.

Product Quality:

Many of the people said that the quality & taste of Amul Curd is very good.They dont have any problem regarding this.

Many said that Amul should maintain its quality in coming years.

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RECOMMENDATIONS

Amul has a relatively good distribution network, but still company is not able to full fillthe demand of outlet in the peak season when demand is very high. Here

company should consider on the supply of product in the peak season.

Supply should be regular to all the outlets including those that lie in the

pocket roads and not just in the outlets which lie on the easily accessible routes.

Since the penetration of Amul products in eateries is the worst among all the channels,

the company ought to adopt strategy like supplying free menu cards, which

has the company logo printed on them; this will not only increase the penetration of the

product in the outlets, but also improve the market sales.

The company should also ask its distributors to supply its products on a bill to bill based

credit system with at least all the reliable retailers, so that the product

penetration in the outlets increases in terms of percentage of units stocked at

a time in the outlet, this would also look appealing to the customer who would instead

like to pick up the product at first glance.

Credit is the 2nd biggest factor that influences the penetration of the product intothe

retail outlet. So company should give the credit to all outlets.

Given the fact that margin offered to the retailer is not similar in the case of the

o competitors product.

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CONCLUSON

Thus this brings us to the end of our project report.

I hope that we have been able to bring forth the point for which we had

undertaken the project.

They had put much effort on their creativity. Amul is one of the successful business houses and other companies should

learn from Amul that how to do business in a corporately socially

responsible manner.

Amul has proved point; Amul uses only 1 percent of its turnover for

promotions, this shows that it is not always necessary to spend millions on

promotion when you have.

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REFERENCE

Books referred:

Marketing management --------- Philip Kotler

Research Methodology ----------- C. R Kothari

Websites:

www.amul.com ,

www.google.com

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