3. ABOUT COMPANY
1.1 Genaral information
Vasudhara Dairy (Valsad District’s Milk Producers Union Ltd.) is a statutory corporation under the ownership of
Ministry of Fisheries, Animal Husbandry and Darying, Government of Gujarat in India, headquartered in Alipore,
approx 3 km from Chikhli, Gujarat. It produces and markets milk and ghee (clarified butter) for the local market
under the Amul brand name. Its current capacity is 400000 liters per day.[citation need Ded ] It has branches (ice
cream manufacturing plants & milk-milk products) in Nagpur and Boisar. Amul Ice Cream produced here is
marketed to Mumbai and Maharashtra markets.
The union, which covers three districts – Valsad, Navsari and Dangs under its milk shed area, was the first among
all the co-operative dairies of Gujarat to enter in ice cream business under the Amul brand in 1997 when it took
over an ice cream plant in Boisar and moved from Gujarat to Maharashtra for business
4. 1.2 COMPANY HISTORY
• The birth of Amul at Anand provided the impetus to the cooperative dairy movement in the country. The
vasudhara District Cooperative Milk Producers Union Limited was registered on December 14,1978 as a
response to exploitation of marginal milk producers by traders or agents of existing dairies in the small town
named navsari (in valsad District of Gujarat).
• Milk Producers had to travel long distances to deliver milk to the only dairy, the. Angered by the unfair and
manipulative trade practices, the farmers of Valsad District approached Sardar Vallabhbhai Patel (Who later
became the first Deputy Prime Minister and Home Minister of free India) under the leadership of the local
farmer leader Tribhuvndas Patel . Milk Producers had to travel long distances to deliver milk to the only dairy,
the. Angered by the unfair and manipulative trade practices, the farmers of Valsad District approached Sardar
Vallabhbhai Patel (Who later became the first Deputy Prime Minister and Home
5. 1.3 BOARD OF DIRECTORS
1 Chairman -
Mr . Mogabhai Desai
2 Vice-chairman - Mr Ajit mehata
3 Director -
Mr . Rajiv choradia 4.
Director- Mr. Rajubhai
4 Director -
Mr.Amit Patel
5 Managing Director -
Mr B.M. Vashi
6 Project Manager - Mr Darshan Mehata
7 Works manager - Mr .S.N.SAMANT
6. 1.4 COMPANY PROFILE
• A quality control expert in Anand suggested the brand languages. Amul products have been in use in millions of homes
since 1946. Amul Butter, Amul Milk Powder, Amul Ghee, Amul spray, Amul Cheese, Amul Chocolates, Amul
Shrikhand, Amul Ice cream, Nutramul, Amul Milk and Amulya have made Amul a leadingname “Amul,” from the
Sanskrit “Amoolya,” Variants, all meaning "priceless", are found in several Indian food brand in India. (Turnover: Rs.
25 billion in 2002). Today Amul is a symbol of many things. Of highquality 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. Valsad dist union made all thease products under brand
name Amul.
• Vasudhara Dairy benefits from reduced operating costs, more consistent product quality, and flexible expansion
capabilities thanks to a process control solution with Simatic PCS 7. Increasing production capacity In 2005, Vasudhara
Dairy planned to set up a new milk processing plant with a capacity of 200,000 l per day at Boisar, Maharashtra, to
increase production capacity and to meet the growing market demand. Initially, the Boisar Dairy plant was envisaged
with manual operation.
7. 1.5 ORGANIZATION STRUCTURE
Board of Director
Control committee
Managing Director
Internal controller
Personal c ommittee
Economic committee
Accounting department
8. 1.6 VISION, MISSION AND GOALS
• Vision:
• Meet national & international quality & safety standards.
• Always exceed customer expectations.
• Mission:
• .To ensure the supply of best quality Milk products
• .To ensure with excellent services to our customers
• .To ensure best price of milk along with timely payment to our dairy farmers.
9. 1.6 VISIOM,MISSION AND GOALS
• Goals
• improve your herd health
• Improve reproduction
• build up production
• Objective
• Innovation, Research and Development for cost effective production
• Technology transfer through effective extension activities
10. 1.7 INDUSTRY DETAILS
• Amul (Amnd Milk Union Linited), formed in 1946, is a dairy cooperative movement il India.
• Ctrrently Amul has 2.6 million producer members with milk collection average of 10.16 million litres per day:
• Tlr brand name Amul meatb “AMULYA”. This word derived from tlr Sanskrit word “AMULYA” which dram
“PRICELESS”- A quality control expert in Anand had suggested the brand name “AMUL”.
• Amul I; the largest food brails in India ami world’s Largest Potched Milk Brand with an anmal turnover of US $
1050 million (2006-07)
• Amul has spurred the White Revolution of India, which has nude Indil the largest producers of milk and milk
products in tlr world.
11. 1.8 SWOT ANALYSIS
• Strength:
• Established position in value chain of GCMMF
• procurement set-up backed by cooperative model
• Strong support from GCMMF
Weakness:
• Financial risk profile constrained by high gearing
• Large, debt-funded capex plan
• Susceptibility to changes in government policies and environmental conditions:
12. 1.8 SWOT ANALYSIS
• Opportunity:
• Availability of animals production technology for faster development and effective implementation
• Development of software for project formulation for dairy enterprises
• Market information systems for milk and milk products
• Threats :
• Introduction of foreign product in our country
• Poor microbiology quality of milk
13. HUMAN RESOURCE DEPARTMENT
• 2.1 introduction and objectives
• Vasudhara Dairy (Valsad District’s Milk Producers Union Ltd.) is a statutory corporation under the ownership
of Ministry of Fisheries, Animal Husbandry and Darying, Government of Gujarat in India, headquartered in
Alipore, approx 3 km from Chikhli, Gujarat. It produces and markets milk and ghee (clarified butter) for the
local market under the Amul brand name. Its current capacity is 400,000 liters per day.[citation needed]
• It has branches (ice cream manufacturing plants & milk-milk products) in Nagpur and Boisar. Amul Ice Cream
produced here is marketed to Mumbai and Maharashtra markets.[citation needed]
• Objectives
• To achieve these goals it must be ensured that human resources are effectively utilized. The personnel
Administration creates a soothing environment for the employees to secure their integration so that they may
feel a sense of involvement, commitment and loyalty to the organization.
14. 2.2 STRUCTURE OF HR DEPARTMENT
Peons
General Manager
Clerk
Managing Director
Assistant General
Manager Officers
15. 2.3 POLICES OF HR DEPARTMENT
• Promotion Policy:
• Entry level qualification:
• Below officers’ cadres-
• S.S.C / H.S.C Attendant Operator – Dairy (AOD) – G Gr. Worker.
• Taken as apprentice under trade apprentice Act /3 yrs. Apprenticeship, then based on their appraisal report,
selected as temporary worker. After total 5yrs of work, may be selected as G-Grade Worker.
• Professional Qualification E/F Grade Worker (Boiler Attendant).
• BA / B.COM / M.COM / M.A (general) MSW / MRM /MRS M.E_Biz of
• Gujarat vidyapeeth and C Grade Worker similar Non – University Institutions.
16. 2.4 HUMAN RESOURCE PLANNING
• Functional Requirement of Plant
• Planning consideration of dairy plants includes requirement of various functions.Management of milk shed and
procurement of milk, processing, maintenance and utilities, materials management, accounting and finance,
marketing, quality assurance,personal management and management information system are the most prominent
functions of dairy organizations. Independency of these functions varies greatly on the size of organization and
style of management. Therefore, manpower planning may include requirements of these functions with respect
to nature, volume and level of specialization. In general, manpower requirement is in the form of
ordinary(unskilled), semi skilled workers
17. 2.5 JOB DESCRIPTION AND SPECIFICATION
• Good job description starts with an attention-grabbing summary of the position and its role within your
company. Your summary should provide an overview of your company and expectations for the position.
Outline the types of activities and responsibilities required for the job so job seekers can determine if they are
qualified, or if the job is suitable for them.
• HR Manager job summary: We are looking for an HR Manager who can make our company a premier
employment destination for the top talent in our industry. The HR Manager will be responsible for evaluating
employee programs, recommending improvements to employee relations policies and making sure that all
employee-related policies in each department align with our corporate goals and established regulations. The
successful candidate will be charged with reducing employee turnover at our company and attracting top talent
to fill open positions.
18. 2.6 RECRUITMENT, SELECTION AND INDUCTION
•
• INTERNAL SOURCES: Internal sources include personnel already on the payroll of the organization.
• Present Permanent Employees.
• Employee Referrals
• Former Employee
• EXTERNAL SOURCES: These sources lie outside the organization in AMUL they consider following sources
for recruitment:
• Campus Interview
• Unsolicited Application
• Application Blank
• Placement Agencies
19. 2.7 TRAINING
• Definition: It is a subsystem of an organization. It ensures that randomness is reduced and learning or
behavioural change takes place in structured format
• TRAINING PROCEDURE IN AMUL
Identification of need of Training
Module Preparation
Selection of Employee for the Training
Training
Feedback
20. 2.8 PERFORMANCE APPRAISAL
• Performance appraisal is the process of evaluating the performance and qualification of employees in terms of
the requirement of the jobs for which they are employed. It is highly useful in making decision regarding the
promotion, transfer, wage and salary administration etc.
• Promotion period
• 1 year manager
• 3 years Officers
• 1 year Workers
• 1.5 year
21. 2.8 PERFORMANCE APPRAISAL
• In AMUL various attributes consider for the appraisal of employee.
• Job knowledge
• Work output
• Quality of work
• Interest in work
• Initiatives
• Past records
• Seniority
22. 2.9 WAGE, SALARIES AND COMPENSATION ADMINISTRATIO
• In Amul, The workmen’s Compensation Act. 1923 is very well executed. The compensation is given lo
employees as per the Act.
• In the case of major accident occur in organization and if any worker gets injure that lime organization take care
of that employee.
• If the employees under medical treatment and unable to came in organization for job, then half salary will be
given to that employee until he/she will again Join organization. Employee also gets all incentives during this
period. Union provides complex expanse of medical treatment to his/her employees.
• According the Act, if accident takes place because of worker mistake than he/she will be unable to get
compensation. But in AMUL even if accident occurs by workers mistake in that case union paid compensation
according to injury.
23. 2.10 GRIEVANCE HANDLING
• Grievances are inevitable in an organisation. And important too. They are a part and parcel of any organisation’s
administrative machinery. Employees can have grievances with each other, with their managers or even clients.
A grievance redressal mechanism is important for tracking the number and frequency of grievances which
signify the efficiency of an organisation. The better it is run, the lesser will be that number. Redressing a
grievance effectively and swiftly ensures a high level of trust towards the company and employees feel heard.
• Grievance handling is the management and redressal of grievances by the HR department. It is one of the
responsibilities of the department to set up a formal process to redress employee grievances. In most large
enterprises, an agile and intuitive HR Tech enables this process through a virtual help desk and assists HRs in
swift redressals.
24. 2.11 PROVIDENT FUND SCHEME
• EPF (Employees’ Provident Fund) is a retirement benefit scheme maintained by the Employees’ Provident Fund
Organization (EPFO). The employee and the employer contribute to the EPF scheme on monthly basis in equal
proportions of 12% of the basic salary and dearness allowance. Out of the employer’s contribution, 8.33% is
directed towards the Employee Pension Scheme.
• Read on to know all about EPF scheme, interest rate, eligibility, contribution, withdrawal and managing your
EPF account online
• The interest rate on EPF is reviewed annually. EPF interest rate for FY 2021-22 is 8.10%. Once EPFO notifies
the interest rate for a financial year and the year ends, interest rate is calculated for the month-wise closing
balance and then for the entire year.
25. 2.12 OFFICE TIME
• Morning time 7.30am to 3.30pm
• Afternoon shift time 3.30pm to 11.30pm
• Night shift time 11:30 to 7:30
26. 2.13 ALLOWNCE TO EMPLOYEE
• Dearnes allowance
• Overtime ALLOWANCE
• Entertainment allowance
• Cash allowance.
• Paid vacation
• Achievement award
27. 2.14WELFARE FACILITY
• Job training
• Other facilities
• Free transport
• Health insurance
• Work from home
28. 2.15 PERSONAL INFORMATION SYSTEM & PAYROLLACCOUNTING SYSTEM
• Basic information about each employee
• Supports unlimited earning & deduction parameters
• Salary Processing & Pay slip generation
• Bonus / Ex - gratia calculation
• PF & SAS passbook
• Payroll data used for Income Tax calculation
:
29. 2.16 INDUSTRIAL RELATIONS :-
• Industrial relation and relation between the workers are good . There is good
relation between the workers and the management , which is essential for smooth
running of industry and also expansion of industry.
• Workers should be motivated financially or non - financially and also good
working conditions should be provided by the organization. Employee are satisfied
because the organization treated each worker as if they are a member of the family.
30. MARKETING DEPARTMENT
• 1 Introduction and Objective
• Marketing is the process of converting prospective buyers into actual customers by communicating complete
information of the product or services to the customer. The key elements which are the secret to a successful
marketing practice are thorough market survey and research, framing a competitive strategy, designing a
realistic marketing plan and implementing different tactics to execute the plan. Marketing is an ongoing practice
to capture customer’s attention towards a product or service. It is the core of all the business practices, without
which any business will prove to be a colossal failure.
• Objective
• Customer Satisfaction: The primary motive of a company is to satisfy the needs of customers.
• Ensure Profitability: Every business is run for profit, and so goes for marketing.
32. 3.3 PRODUCTS AND IT’S FEATURES
• PRODUCTS
• ALL LIQUID MILK
• Amul gold.
• Amul sakti
• Amul taaza
• Amul Milk and slim
• BUTTER MILK
• Amul Masti spiced buttermilk
• Amul buttermilk
33. 3.4 COMPETITOR ANALYSIS
• When marketing a dairy product, the most important aspect of your strategy is determining your competition
and audience. By establishing these parameters, you can decide what aspect of your dairy business to highlight
and where will be the most effective place to advertise to capture your target audience. Understanding the dairy
business and products thoroughly will help you discern your advertising assets and weaknesses.
• Only 18 percent of the Rs 1,440 crore revenue of Prabhat comes from fresh milk, while the rest is from value-
added products such as cheese, milk beverages and yogurts. The company has as many as 67 varieties of cheese,
which it sells at retail outlets as well as in institutes
• The retailer’s fastest moving dairy product from her shelves is probiotic milk, but other fast-growing segments
include greek yogurts, fresh paneer, farm fresh milk and nutbased milk.
34. 3.5 COMPARISON OF 4’S P ,OF ORGANIZATION WITH COMPETITOR
• Product
• Creating a marketing campaign starts with an understanding of the product itself. Who needs it, and why? What does it
do that no competitor’s product can do? Perhaps it’s a new thing altogether and is so compelling in its design or function
that consumers will have to have it when they see it
• Price
• Price is the amount that consumers will be willing to pay for a product. Marketers must link the price to the product’s
real and perceived value, while also considering supply costs, seasonal discounts, competitors’ prices, and retail markup.
• Place
• Place is the consideration of where the product should be available, in brick-and-mortar stores and online, and how it
will be displayed.
35. 3.5COMPARISON OF 4’S P ,OF ORGANIZATION WITH COMPETITOR
• Promotion
• The goal of promotion is to communicate to consumers that they need this product
and that it is priced appropriately. Promotion encompasses advertising, public
relations, and the overall media strategy for introducing a product.
36. 3.6 CUSTOMER SEGMENTATION
• Customer segmentation is the process by which you divide your customers up based on common characteristics
– such as demographics or behaviours, so you can market to those customers more effectively.
• These customer segmentation groups can also be used to begin discussions of building a marketing persona.
This is because customer segmentation is typically used to inform a brand’s messaging, positioning and to
improve how a business sells – so marketing personas need to be closely aligned to those customer segments in
order to be effective.
38. 3.8 PRICING AND STRATEGY
• 1.PRICE SKIMMING: Skimming involves setting high prices when a product is introduced and then gradually
lowering the price as more competitors enter the market. This type of pricing is ideal for businesses that are
entering emerging markets. It gives companies the opportunity to capitalize on early adopters and then undercut
future competitors as they join an already-developed market. A successful skimming strategy hinges largely on
the market you’re looking to enter.
• MARKET PENETRATION PRICING: Pricing for marketpenetration is essentially the opposite of price
skimming. Instead of starting high and slowly lowering prices, you takeover a market by undercutting your
competitors. Once you develop a reliable customer base, you raise prices. Many factors go into deciding on this
strategy,
39. 3.9 PROMOTIONALACTIVITY
• Advertising – you can advertise your product, service or brand in newspapers, radio, television, magazines,
outdoor signage and online. Learn more about how to make your advertising successful
• Personal selling or telemarketing – effective personal selling relies on good interpersonal and communication
skills, excellent product and service knowledge and the ability to sell product benefits to prospective
customers.
• Publicity – created by sending media releases to print and broadcasting media, giving interviews to the media
and from word-of-mouth. Learn more about public relations.
40. 3.10 CONTROL, REPORTING SYSTEM DESIGNED FOR SALES EMPLOYEE
• The term management reporting refers to a type of business intelligence that includes reports that are useful for
business leaders to supervise the operations and performance of the company. Management reports provide
information about different aspects of the business to help you make better, informed decisions. Being a core
part of many advanced enterprise technologies, these reports help automate and improve the process of
managing reports.Besides reports, the process of developing reports is equally significant as it is essential to
note how reports collect data from various departments of a corporation tracking their key performance
indicators and presenting them.A management reporting system provides information- in the shape of reports or
statements. This system helps management by providing them with real-time and relevant informationMoreover,
management reporting systems assist in capturing data required by managers to run a successful business.
41. 3.11 PROCEDURES FOR AFTER SALES SERVICES
• sales service plays an important role in customer satisfaction and customer retention. It generates loyal
customers.Customers start believing in the brand and get associated with the organization for a longer duration.
They speak good about the organization and its products.A satisfied and happy customer brings more
individuals and eventually more revenues for the organization. After sales service plays a pivotal role in
strengthening the bond between the organization and customers.After Sales Service TechniquesSales
Professionals need to stay in touch with the customers even after the deal.
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