4. It is observed that of all the industry in India, FMCG is the fast
growing one with its functions affected primarily by climatic
conditions, political situations and other factors like inflation and others
Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's
largest food products marketing organization. It aims at providing
remuneration returns to the farmers and serve the interest of the public.
This study was carried on to fulfill the requirements of the university
for the MBA program.
The federation produces products under various categories like – Bread
Spreads, Milk drinks, Fresh Milk, Cheese, Health Drinks and others
Several tools used to carry out the research were: Survey – Mail and
Telephone; personal interviews; existing data in the company database.
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6. India’s FMCG sector is the fourth largest sector in the economy and
creates employment for more than three million people in downstream
activities. The total FMCG market is in excess of `85,000Cr.
The industry is expected to register a 15% growth in Q3 20011- 12 as
compared to the corresponding period last year.
FMCG Industry which is directly related to the population is
expected to maintain a robust growth rate. An increase in spending
pattern has been witnessed in Indian FMCG market.
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8. Face – Face conversation with concerned Executives and Manager of the
department.
Several Facts and Figures collected from the department.
From Outlet – Visits and Observations.
Personal on the job experience.
Market Scanning – Hospitals, IT
parks, Institutes, universities, Apartments and Local Market.
Company’s Brochures, magazines and pamphlets.
Company’s website.
Company’s Data Base.
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9. Major:
Sample chosen may not have represented the entire population.
Retailers and institutional parties were not willing to disclose much of
their business information.
In Spite of complete effort to stay unbiased, as a human nature a
researcher may have been biased at certain stage.
The confidentiality factor.
Minor:
Duration of the Dissertation program, which was 60 days only.
Busy schedule of the Executives.
Large Market Size.
Literacy level.
Transportation.
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11. GCMMF is in Gujarat, established as Kaira District
Cooperative Milk Producers' Union Limited on December 14,
1946.
13 District unions in Gujarat.
12,792 Villages in Gujarat.
2.9 Million Farmers.
22 State Federations in India.
176 District Unions in India.
1,13,152 Villages in India.
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13. GCMMF has bagged award for excellent performance in exports of
dairy products for the year 2006-07 from Agricultural and Processed
Food Exports Development Authority (APEDA), Minister of Commerce,
New Delhi.
Amul Pro-Biotic Ice-cream got No. 1 Award at World Dairy Summit.
The Gujarat Co-operative Milk Marketing Federation Ltd. has
emerged as the top scorer in the service category of the prestigious IMC
Ramkrishna Bajaj National Quality Award - 2003.
GCMMF is a winner of the prestigious international CIO 100 award
from IDG's CIO Magazine, USA.
"Best of All" Rajiv Gandhi National Quality Award for the year, 1999.
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15. Demand Profile Value Addition
Margins Export Potential
Flexibility of Product Mix
Availability of Raw Material
Technical Manpower Milk Vendor – the unorganized
sector
Perishable
Lack of control over yield
Logistics of Procurement
Problematic Distribution
Competition
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17. - Made from
- Processed - Complete
- Amul Gold malt
from raw milk. Food in a Drink - Formulated on
Full Cream Milk extract, milk
- Gold - 4.5% - 6% Fat - Contains guidelines set - Free flowing solids, sugar, c
- Homogenized
Fat partly skimmed by Codex and smooth ocoa powder
- Amul Shakti product with a
Milk Powder, Commission of texture made
- Taaza – 1.5% Standardized long shelf life. - Highest
Sugar, Vitamins WHO/FAO from Milk solids
Fat Milk - 4.5% Fat - Low Fat Protein content
and Minerals - Contains and sugar.
- Slim n Trim – - Amul Taaza cream among Brown
- Contains Vitamins & - White to Beverage
0.2% Fat Toned Milk - containing 25%
more Milk Minerals vital creamy color Powders
- Shakti – 3% 3% Fat Milk fat.
Proteins and for with a pleasant
Fat - Amul Slim n - No development of taste. - Only one with
Milk Calcium
Trim Double preservatives the Baby BIS
which are
Toned Milk - added. Certification
easily digestible
1.5% Fat Mark
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20. Curd Products. . . Ice Creams. . .
- Mast Dahis made - Premium Ice
from special Culture Cream made from
Fresh Milk
- Fresh & Tasty - 35% Richer and
Creamier than
prescribed
standards
- Masti butter milk is
100% natural - Adjudged Best
Quality and Value
for Money Ice-
.- Exciting & fresh fruity cream Brand
flavour
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21. - Endorsed by Apollo - Made from - Made from
Hospitals as a Health
Drink
Sugar, Cocoa fresh cream.
- Contains Milk
Butter, Milk Rich source of
Solids, Sugar, Fruit
Solids, Chocolate Vitamin A, D, E
Syrup, Acidity mass &K
Regulators, Vitamin C - Total Fat 30 -
- Packed with 32%, Cocoa Solids
essentials designed to 6%, Non-fat Solids
tone up the body 16 -17%
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23. Out of 400 respondents it was found that 70% of them were employees and
rests were distributed more or less equally amongst the others. This inference
tells us that high numbers of people are in the areas like an IT company,
manufacturing firms, schools and colleges and others where their presence
would give a high boost for the sales of the food products as it is likely to
move faster than with the others.
Out of 400 respondents, high number of people as shown in the figure
(Analysis and Interpretation) had their income level between 2 Lakhs to 5
Lakhs P.a.
44% of people amongst 400 had voted Amul products to be good, 38%
found it very good, where as only 6% found them not that good
comparatively.
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24. High percentage of people as seen in the figure (Analysis and
Interpretation); 168 and 128 related themselves with a particular brand
respectively.
The 4th question saw a strange kind of response where we see a large
number of respondents out of 400 did not find the Amul packed product
good enough as the sample size included a large number local market
individuals where the products like packed Pizzas did not sell as well it
did in the IT companies.
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25. Out of 230 business community respondents who were either owning a
restaurant, a bakery or others in the market, 40% of them were had
recently associated themselves with the Amul products as a result of the
better awareness in Bangalore region where as only 19% were the old
dealers of the Amul Products.
Around 55% of people out of 230 found the Amul products as satisfactory
in terms of the sales they had, quality the product provided and the services
they offered.
There existed a huge gap between the people who wanted to convert their
shop or own an APO / Ice Cream Parlor exclusive. 30 to 70 ratios.
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26. From the 30 respondents (Hospitals) it was found out that most of the
hospitals preferred having their own set up and workers to make sure of
the quality and the hygienic factor. There 60% of them who had a similar
functioning. The least was observed in the case of the hospitals giving the
ownership of the canteen to some private organizations.
Around 40% of 30 hospitals i.e. 12 hospitals have strength of 20 – 50
which included the doctors, nurses and other staffs.
Due to the hygienic factor and the safety of the products 40% of the
hospitals agreed upon having as association with the Amul products in
some or the other way and whooping 73% said they would like to have
their own set of employees and run the business according to their
convenience.
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27. Out of 90 interviewed around 60 companies preferred having their
canteen facility given to some facility providers i.e. private
organizations.
From the graph present in the analysis and interpretation chapter,
we could presume the demand of certain products like cheese, butter
ice creams, chocolates and others which are generally liked and
consumed by the married individuals.
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28. Out of the 50 interviewed 30% of colleges / institution / universities in
Bangalore have strength of around 500 – 1000 which includes the entire
human resource i.e. students, faculties, clerks and other staff. This shows
that places like these are more viable and feasible for an entrepreneur to
run his Amul shop as the foot falls are more in numbers and crowd would
always prefer the Amul range of products as it matches to their needs and
necessity.
Not surprisingly, 26% of the crowd preferred the beverages and packed
foods which give a great boost to the Amul Pizzas, milk items, chocolates
and others.
As with the growing age and maturity, most of the people in these
institutes were aware of the brand and taste they had which they were
very specific about and Amul being a good brand existing. It’s a good
boost for us. Contents
29. The primary objective of this exercise was to conduct a research study
on the APO and the Ice Cream Parlor of AMUL. Our endeavor was a
fruitful experience and we learnt a lot on how an organization functions
and carries out its marketing activities.
I was instrumental in carrying out my tasks at the company and the
market and the end result of my performance was appreciated by one and
all there. GCMMF - AMUL being one of the leading food & beverages
companies in India, it was a prestigious and a challenging task to pursue
the research with such an esteemed organization.
The company remains to be the most aggressive and efficient in its
marketing activities, something which is tuff to be followed by the other
companies. Their Cartoon art with the Amul girl and other print out ads is
loved and accepted by all. No company at today’s date stand chance to
beat them in that type of advertising.
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30. As we see in the history of the FMCG development, the
industry itself has come a long way and there have been many
entrants in this industry. Every conglomerate has got its own
USPs but the main factor with the increase in economy which
could hamper the growth of various companies in the market
remains to be ‘Innovation’. Innovation in coming up with a
new product whenever the need arises or for that matter
create the need in itself.
Considering the same, GCMMF – AMUL, seems to have a
good road ahead as its positioning is based on ‘Quality’ and
the entire process revolves around that.
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32. The company can have Separate department controlled by a dedicated
Manager and a team.
Company may adopt more aggressive marketing to create more
awareness amongst the mass.
To tackle the huge need of their products all over and to reduce the lead
time of the delivery of their product, a production unit can be set up in the
southern region of the country.
As a strategic decision – Company may have some of their production
outsourced to the local production unit at various points.
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33. Having SAP newly installed, Company can now have better and efficient
grievances handling system when it comes to the retailers and consumers.
Like in the Home land, Company can have few of their own run outlets
and parlors to demonstrate the standards of quality in each way.
Company can take certain measures to help the takers to avail the
government licenses.
Company can also provide certain loan facility to the takers as most of
the takers are from below Middle income family.
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