Hemant Komte, profile picture
Uploaded byHemant Komte
DOCX, PDF13,524 views

Amul

This document is an internship report submitted by Rohit Pathak analyzing Amul's product development and customer feedback. It includes an executive summary, industry profile on the food industry in India focusing on dairy processing, company profile of Amul, description of Amul Pro, research methodology used, findings, and conclusion. The main task of Rohit's internship was promoting the new Amul Pro product and making it available in stores while gathering feedback from 50 retailers on their views of the product.

Embed presentation

Downloaded 369 times
A SUMMER INTERNSHIP PROJECT REPORT ON ANALYSIS OF PRODUCT DEVELOPMENT AND CUSTOMER FEED BACK BY GUJARAT MILKMARKETING FEDERATION LIMITED SUBMITTED TO
BY ROHIT.B.PATHAK ROLL NO-11-E35 This report is submitted to the University / Institute in partial fulfillment of the requirement for the curriculumas prescribed by the University of Mumbai.
Table of Contents TOPIC PAGE NO Executive Summary. 6 Industry Profile. 7 Company Profile. 12 Products. 13 Amul Pro Description. 21 Research Methodology. 25 Questionaire. 30 Comparison With Bournvita. 31 Findings. 33 Conclusion. 34
DECLARATION I hereby declare that all the work presented in the summer internship project report entitled “ANALYSIS OF PRODUCTDEVELOPMENT AND CUSTOMER FEEDBACKBY GUJARAT CO- OPERATIVE MILK MARKETING FEDERATION LIMITED. atVidylankar Institute of Technology , Wadala and AMUL is my authentic record of my own work carried out .
Certificate of Internship This is to certify that MR ROHIT.B.PATHAK a student of vidyalankar institute of technology and pursuing two years full time MASTERS IN MANAGEMENT STUDIES (MMS), underwent two months of internship with us from may 2, 2012 to June 5, 2012. During the internship, MR ROHIT.B.PATHAK has successfully completed the project titled “analysis of product development and customer feedback. .” Under the guidance of MR.P.S BABRA, We wish MR ROHIT.B.PATHAK the very best for his career, and are thankful for the perfect service he provided to this company.
Executive summary The project was taken into consideration for the promotion and the marketing of the amul new product i.e “AMUL PRO”. The main task assigned to us by our mentors where to make the product available in each and every stores. It also focuses on the competitors product like bournvita Horlicks, boost etc. The main aim of the Summer training was to first analyses the market situation focus on the need of the consumers what the thing they are lacking in the competitors product so that the same thing didn’t happened in our product. So after the whole promotion and marketing of the product…we have taken the sample size of 50 retailers retailers wand wanted to know the feed back which we are getting for our product.
INDUSTRY PROFILE FOOD INDUSTRY The food industry is the complex, global collective of diverse businesses that togethersupply much of the food energy consumed by the world population. Only subsistencefarmers, those who survive on what they grow, can be considered outside of the scope of the modern food industry. The food industry includes: Regulation: local, regional, national and international rules and regulations forfood production and sale, including food quality and food safety, and industrylobbying activities. Education: Academic, vocational, consultancy. Research and development: food technology. Financial services:insurance, credit. Manufacturing: agrichemicals, seed, farm machinery and supplies, agriculturalconstruction, etc. Agriculture: raising of crops and livestock, seafood. Food processing: preparation of fresh products for market, manufacture of prepared food products.
Marketing: promotion of generic products (e.g. milk board), new products, publicopinion, through advertising, packaging, public relations, etc. Wholesale and distribution: warehousing, transportation, logistics. Retail: supermarket chains and independent food stores, direct-to-consumer,restaurant, food services. ADVANTAGE OF INDIA UNDER FOOD INDUSTRY: India is one of the largest food producers in the worldindiahas diverse agro-climatic conditions and has a large and diverse raw materialbase suitable for food processing companies Investment requirement of around US$ 15 billion exists in the food processingsectorindiais looking for investment in infrastructure, packaging and marketingindia has huge scientific and research talent poolalargely untapped domestic market of 1000 million consumers300 million upper and middle class consume processed food200 million more consumers expected to shift to processed food by 2010Well developed infrastructure and distribution network Rapid urbanization, increased literacy, changing life style, increased number of women in workforce, rising per capita income- leading to rapid growth and newopportunities in food and beverages sector50 per cent of household expenditure by Indians is on food itemsstrategicgeographic location (proximity of India to markets in Europe and fareast, South East and West Asia)Under the food industry, Dairy product is very important part of food processing. Dairyprocessing is acting good role in India.
Dairy Processing: India ranks first in the world in terms of milk production. Indian production stands at 91million tones growing at a CAGR of 4 per cent. This is primarily due to the initiativestaken by the Operation flood programmes in organizing milk producers into cooperatives;building infrastructure for milk procurement, processing and marketing and providingfinancial, technical and management inputs by the Ministry of Agriculture and Ministry of Food Processing Industries to turn the dairy sector into viable self- sustaining organizedsector. About 35% of milk produced in India is processed. The organized sector (largescale dairy plants) processes about 13 million tones annually, while the unorganized sectorprocesses about 22 million tones per annum. In the organized sector, there are 676 dairyplants in the Cooperative, Private and Government sectors registered with the Governmentof India and the state Governments. India has a unique pattern of production, processing and marketing/consumption of milk,which is not comparable with any large milk producing country. Approximately 70 millionrural households (primarily, small and marginal
farmers and landless labourers ) in thecountry are engaged in milk production. Over 11 million farmer are organized into about0.1 million village Dairy Cooperative Societies (DCS)(about 110 farmers per DCS). Thecumulative milk handled by DCS across the country is about 18 million kg of milk per day.These cooperatives form part of a national milk grid which links the milk producersthrough out India with consumers in more than 700 towns and cities bridging the gaps onaccount of seasonal and regional variations in the availability of milk.The Ministry of food Processing Industries is promoting organized Dairy processing sectorto accomplish upcoming demands of processed dairy products and helping to identifyvarious areas of research for future product development and quality improvement torevamp the Indian dairy export by way of providing financial assistance to the dairyprocessing units. 32 Units have been sanctioned financial assistance (Rs.591 lakhs) underthe plan scheme of the Ministry during the year 2006-07.
Major Indian Players and overseas in the Food industry ITCLimited Parle Products Pvt. Ltd. Agro Tech Foods. Amul India Ltd. Cadbury India Ltd. PepsiCo India Holdings. Nestle India Pvt. Ltd. Britannia Industries Ltd. Hindustan uni lever limitedmtr foods limited. Godrej industries limited. Dabur India Ltd.
COMPANY PROFILE Amul (Anand Milk Union Limited), formed in 1946, is a dairy cooperative movement inIndia. It is a brand name managed by an apex cooperative organisation, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned bysome 2.6 million milk producers in Gujarat, India. It is based in Anand town of Gujaratand has been a sterling example of a co-operative organization's success in the long term. The Amul Pattern has established itself as a uniquely appropriate model for ruraldevelopment. Amul has spurred the White Revolution of India, which has made India thelargest producer of milk and milk products in the world. It is also the world's biggestvegetarian cheese brand . GCMMF: Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food productsmarketing organisation. It is a state level apex body of milk cooperatives in Gujarat whichaims to provide remunerative returns to
the farmers and also serve the interest of consumers by providing quality products which are good value for money. Amul's product range includes milk powders, milk, butter, ghee, cheese, curd, chocolate,ice cream, cream, shrikhand, paneer, gulabjamuns, basundi, Nutramul brand and others. InJanuary 2006, Amul plans to launch India's first sports drink Staminawhich will becompeting with Coca Cola'sPoweradeandPepsiCo'sGatorade. Amul is the largest food brand in India and world's Largest Pouched Milk Brand with anannual turnover of US $1050 million (2006-07). Currently Amul has 2.6 million producermembers with milk collection average of 10.16 million litres per day. Besides India, Amulhas 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 marketin 1994 had not succeeded, but now it has fresh plans of flooding the Japanese markets.Other potential markets being considered include Sri Lanka. Dr VergheseKurien, former chairman of the GCMMF, is recognised as the man behind thesuccess of Amul. On 10 Aug 2006 ParthiBhatol, chairman of the Banaskantha Union, waselected chairman of GCMMF.
ACHIEVEMENTS: Amul :Asia‟ s largest dairy co-operative was created way back in1946 to make the milk producer self-reliant and conduct milk- business with pride. Amul has always been thetrend setter in bringing and adapting the most modern technology to door steps to ruralfarmers. Amul created history in following areas: a)First self motivated and autonomous farmers‟ organi zation comprising of more than 5000000 marginal milk producers of Kaira District. b) Created Dairy co-operatives at village level functioning with milk collection centresowned by them. c) Computerized milk collection system with electronic scale and computerized accountingsystem. d)The first and only organization in world to get ISO 9000 standard for its farmers co-operatives. e)First to produce milk from powder from surplus milk.Amul is the live example of how co-operation amongst the poor marginal farmers canprovide means for the socio- economic development of the under privileged marginalfarmers.
Amul in abroad: Amul is going places. Literally. After having established its presence in China, Mauritius and Hong Kong, Gujarat Cooperative Milk Marketing Federation (GCMMF), India‟ s largest milk cooperative, is waiting to flood the Japanese market.Then, GCMMF is also looking at Sri Lanka as one of its next export destinations. Amulproducts are already available on shelves across several countries, including the US, China,Australia, West Asian countries and Africa.GCMMF recorded a turnover of Rs 2,922 crore last fiscal. Its products include pouch milk,ultra heat treated (UHT) milk, ice-cream, butter, cheese and buttermilk.
PRODUCTS Bread spreads: Amul Butter AmulLite Low Fat Bread spread Amul Cooking Butter Cheese Range: Amul Pasteurized Processed Cheddar Cheese Amul Processed Cheese Spread Amul Pizza (Mozzarella) Cheese Amul Shredded Pizza Cheese AmulEmmental Cheese Amul Gouda Cheese AmulMalaiPaneer (cottage cheese) Utterly Delicious Pizza Mithaee Range (Ethnic sweets): AmulShrikhand (Mango, Saffron, Almond Pistachio, Cardamom) AmulAmrakhand AmulMithaeeGulabjamuns AmulMithaeeGulabjamun Mix AmulMithaeeKulfi Mix AvsarLadoos UHT Milk Range: Amul Shakti 3% fat Milk AmulTaaza 1.5% fat Milk Amul Gold 4.5% fat Milk AmulLite Slim-n-Trim Milk 0% fat milk Amul Shakti Toned Milk Amul Fresh Cream AmulSnowcap 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 Sweetened Condensed Milk: AmulMithaimate Sweetened Condensed Milk Fresh Milk: AmulTaaza Toned Milk 3% fat Amul Gold Full Cream Milk 6% fat Amul Shakti Standardised Milk 4.5% fat Amul Slim & Trim Double Toned Milk 1.5% fat AmulSaathi Skimmed Milk 0% fat Amul Cow Milk Curd Products: Yogi Sweetened FlavoredDahi (Dessert) AmulMastiDahi (fresh curd) AmulMasti Spiced Butter Milk AmulLassee Amul Ice creams: Royal Treat Range (Butterscotch, Rajbhog, MalaiKulfi) Nut-o-Mania Range (KajuDraksh, KesarPista Royale, Fruit Bonanza, Roasted Almond) Nature's Treat (Alphanso Mango, Fresh Litchi, ShahiAnjir, Fresh Strawberry, Black Currant, Santra Mantra, Fresh Pineapple) Sundae Range (Mango, Black Currant, Sundae Magic, Double Sundae)
Assorted Treat (Chocobar, Dollies, Frostik, Ice Candies, Tricone, Chococrunch, Megabite, Cassatta) Utterly Delicious (Vanila, Strawberry, Chocolate, Chocochips, Cake Magic) Chocolate & Confectionery: Amul Milk Chocolate Amul Fruit & Nut Chocolate Brown Beverage: Nutramul Malted Milk Food Milk Drink: AmulKool Flavoured Milk (Mango, Strawberry, Saffron, Cardamom, Rose, Chocolate) AmulKool Cafe AmulKool Koko AmulKoolMillkShaake (Mango, Strawberry, Badam, Banana) Health Beverage: AMUL PRO:Malt based food.
1.3.2 -Major Competitors Amul is a well known brand with a wide product range in FMCG giving a tough competition to its competitors . The following are the major competitor in some of its product range : Sr. No Product Competitors 1 Butter Nestle Gowardhan Mother Dairy Britannia 2 Cheese Britannia Mother Dairy Gowardhan 3 Milk Britannia Nestle Warna 4 Curd Nestle Gowardhan Danone 5 Ice Creams Kwality Walls Vadilal Baskin Robbins Naturals 6 Chocolates Cadbury Nestle 8 Ghee Britannia Gowardhan Dynamix 9 Infant Food Nestle 10 Dairy whitner Nestle Britannia Mother dairy Gowardhan
1.3.3 - Sales 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
Amul PRO Description Malt Based Food Packing 500g Glass Cube Jar: The glass cube jar is a unique pack in the category, giving Amul PRO a distinct advantage of standing out of the clutter on retail shelves. 500g Refill: Amul PRO is also available in an attractive 5 panel 500g Refill Product Specifications:
Composition Ingredients : Malt Extract, Sugar,Milk solids, Cocoa solids, Caramel,Vitamins,Minerla,Permitted emulsifiers(E322,E476), Raiding agent (E500(ii)), DHA and salt. Product Features: Amul PRO is a malt based milk additive, which not only enhances milk’s nutritive value but also makes milk a very tasty drink for people of all ages, especially kids, who need milk and nutrition for healthy growth. It comes from the House of Amul, the brand which is known all over for providing quality products at value for money price.
Key product attributes of Amul PRO are as follows: Whey Protein: Muscle building & Immunity Whey Protein is the purest and most essential form of protein. It is easy to digest and helps muscle building and nurturing growth. Why Protein is often referred to as “Fast Protein”, provides quick nourishment to muscles, helping your child strengthening the immunity and stay healthy. DHA: Brain Development Docosahexaenoic Acid (DHA) is an essential fatty acid required for optimal development and function of the brain, eyes and central nervous system of a child. It plays an important role in enhancing your child’s immunity by protecting it from allergies like Asthma. 27 Essential Nutrients: Complete Wellness Amul PRO contains 27 essential nutrients (proteins, vitamins and minerals) that help in boosting immune system enhance metabolism and nervous system functions and helps children be mentally sharp and physically agile.
Product Application: It's a milk additive, which means it can be consumed by adding directly to milk. It is easy to make and tasty to drink and is suitable for people across age groups, particularly kids who require adequate nourishment for proper growth Amul PRO can be consumed with both hot as well as cold milk. Available All Over India in Normal Trade and Modern Format Stores.
RESEARCH METHODOLOGY
Research methodology is the way to systematically solve the problem. In it we study the various steps that are generally adopted by a researcher in studying his research problem along with the logic behind them. Thus, When we talk about research methodology we not only talk of the research methods but also consider the logic behind the methods we used in the context of our research study and explain why we are using a particular method or technique and why we are not using others so that research results are capable of being evaluated either by the researcher himself or by others. RESEARCH OBJECTIVE: To know the actual sales of the product. To understand the requirement of the product. To determine the expansion strategies. RESEARCH DESIGN A sample size of 40 retailers was taken. The survey was conducted in the area THANE.
Sampling techniques: A quota sampling technique was adopted because the sample audience was made out of potential purchasers of the product. The sample was carefully drafted. A lot of care was taken when designing the questionnaire and also when collecting information PRIMARY DATA The primary data consists of information obtained from the retailers and distributor. SECONDARY DATA The secondary data is obtained from the information already published in newspaper articles , blogs and books. The websites like Amul. Com ,scribd. Com , Wikipedia . cometc were also useful
METHODS OF DATA COLLECTION The source of the data collected for the research is both primary data and secondary data Primary Data : By Observation Method : This data was collected by visiting the amul outlets in Thane by seeing the displayed Amul products in that stores. The data was collected on the following parameters: Price . Visibility. Shelf Life . Discounts Offered . By Personal Interviews : The data was collected by visiting each and every stores where amul products are available and also check the availability of the Amul products in the shelf . The information was taken by talking to the purchase mangers of the stores as well as the distributors . The objective of this was to know the preference of the retailers to stores the Amulproducts , know the problems regarding the delivery , the problems between distributors and retailers . The questions were open – ended as well as close - ended .
LIMITATIONS The research was carried out for 2 months which proved to the insufficient to tap the accuracy of the study Time factor has been a very big limitation in the research survey like this.
QUESTIONAIRE NAME OF THE RETAILER CONTACT NO ADDRESS FEEDBACK This were the questionnaires which we are supposed to get completed from the retailers. Comparing amulpro with bournvita: AMUL PRO:
 It contains DHA advantage.  With power of vitamin D and calcium  Whey protein which helps for bodybuilding.  Goodness of milk. BOURNVITA:
 Dha only for age group of 5yrs  Similarly whey protein also for the age group of 5yrs.  Prices of the jar as well as the pack is very high as compared with the “Amul pro”. Whereas “Amul pro” is for every age group right from the children up to grandfather. FINDINGS 1. Customer trust on brand of product and name of company while purchasing the product. 2. The company has been able to deliver a good quality and taste products are reasonable and affordable prices.
3. Most of the complaints that we heard from the retailers is that they are not satisfied with the company’s margin as the margin is very low compared with the competitors product. 4. The Company enjoys a market leadership in products like Butter , Cheese but also lacks products awareness in product like Basundi , GulabJamun , Chocolates etc . 5. The improper distribution network creates a great hindrance in reaching the product to the market and customers . 6. At most of the outlets, employees are not satisfied even dealers also.According to them, Amul only takes action for customer satisfaction,but for the outlets employee’s satisfaction, Amul tries to avoid it 7. Retailers do not agree to stock Amul ice creams as the company doesn’t not provide the retailer with deep freezers. 8. The local competitors like Warna ,Chitaleetc are eating the market share of Amul in product categories of Shrikhand, Milk , Dahi. 9. The retailers are not happy with the damage product treatment given by then company. The retailers wish for the replacement of the damaged products which the company refuses to give. 10.The company faces a huge competition from other companies in the market for Dahi,icecreams,mithaimate and freshcream.
CONCLUSION I have studied and analyzed the dairy based food product market of amul on different aspects of the markets,outlets,distribution and consumers. The 2 months of summer internship with amul actually helped me to learn various thing that would really be helpful in my life for future growth. This project shows me the way to work in the market .How to communicate with different type of people .How to convince one for better job .Learnt how to sell ,how things work in Fast moving Consumer goods .having perishable nature of these product one need a excellent distribution network and carefully select market because these product if transferred to far area then cost attached to the product will make it un competitive . According to me the growth of any product whether it could be food based product or anything depends upon how we do proper branding of that product and also the promotion which plays a very vital role in attracting customers. The main goal should be to attract customer and to retain them so that the loyalty maintains in future as well. Besides thisQuality is the dominating aspect which influences consumer to purchase Amul product, but prompt availabilityof other brands and aggressive promotional activities by others influences the consumer towards them and also leads to increase sales Ultimately I must say that I am privileged to work in the company like Amul and get such a real time exposure of FMCG company .
Amul

More Related Content

PPTX
INTERNSHIP AT AMUL Final ppt
byBandita Das
 
PPT
Amul2
byvaibhavlate
 
PPTX
Supply Chain Management of Amul (Supply Chain Management)
byShabbir Akhtar
 
PPTX
Amul strategy presentation ppt
bysweetmonti
 
PPT
AMUL PRESENTATION
byAKSHIT JAIN
 
PPTX
Research Methodology, Amul project
byYogesh Garg
 
PPTX
AMUL
bydhruvt35
 
DOCX
Mother dairy final report
byANANDKUMAR TIWARI
 
INTERNSHIP AT AMUL Final ppt
byBandita Das
 
Amul2
byvaibhavlate
 
Supply Chain Management of Amul (Supply Chain Management)
byShabbir Akhtar
 
Amul strategy presentation ppt
bysweetmonti
 
AMUL PRESENTATION
byAKSHIT JAIN
 
Research Methodology, Amul project
byYogesh Garg
 
AMUL
bydhruvt35
 
Mother dairy final report
byANANDKUMAR TIWARI
 

What's hot

PPTX
SIP Amul
byRakesh Chandra Joshi
 
PPTX
Amul distribution network
byYaswant Singh
 
PPTX
Amul ppt from vivek
byvivekkwatra099
 
PPTX
Distribution channels mother dairy and nestle
bySimson Toppo
 
PPTX
Amul ppt
byDarshit narechania
 
PPTX
Amul Facts
byHemanth Yadavalli
 
PPT
Amul ppt Presentation - largest food brand in India & Asia
byAjay Kumar Gupta
 
PPTX
Amul - The Taste of India | Marketing Strategy, Product & Brand Management
byAkshay Krishnapurkar
 
PPTX
Cadbury company
byDivya Rajput
 
DOC
report Amul
bychirag16
 
PPTX
Amul
byAnkit Agarwal
 
PPTX
Presentation on Supply Chain Management of AMUL
byChandan Pahelwani
 
PPTX
Amul
byMohitYadav291
 
PPTX
Corporate Social Responsibility (CSR) Initiatives by AMUL
byArjun Parekh
 
PDF
Amul supply chain management
bypramodvishe
 
PPTX
Amul Advertisement STP Analysis
byKomal Gupta
 
PDF
Market penetration of amul beverage range products by dhruvil shah
byDhruvil Shah
 
PPT
Amul- Sales Promotion
byAnshuman Roy
 
PDF
Project Report on AMUL
byKumail Raza Muni
 
DOC
comparision between amul & vadilal
byjayam1602
 
SIP Amul
byRakesh Chandra Joshi
 
Amul distribution network
byYaswant Singh
 
Amul ppt from vivek
byvivekkwatra099
 
Distribution channels mother dairy and nestle
bySimson Toppo
 
Amul ppt
byDarshit narechania
 
Amul Facts
byHemanth Yadavalli
 
Amul ppt Presentation - largest food brand in India & Asia
byAjay Kumar Gupta
 
Amul - The Taste of India | Marketing Strategy, Product & Brand Management
byAkshay Krishnapurkar
 
Cadbury company
byDivya Rajput
 
report Amul
bychirag16
 
Amul
byAnkit Agarwal
 
Presentation on Supply Chain Management of AMUL
byChandan Pahelwani
 
Amul
byMohitYadav291
 
Corporate Social Responsibility (CSR) Initiatives by AMUL
byArjun Parekh
 
Amul supply chain management
bypramodvishe
 
Amul Advertisement STP Analysis
byKomal Gupta
 
Market penetration of amul beverage range products by dhruvil shah
byDhruvil Shah
 
Amul- Sales Promotion
byAnshuman Roy
 
Project Report on AMUL
byKumail Raza Muni
 
comparision between amul & vadilal
byjayam1602
 

Viewers also liked

POT
Consumer perception towards amul ppt
bysushantg29
 
PPTX
Branding strategies of amul
byshrutivatrana
 
PDF
Project report-on-amul
byvijugreat16
 
PPT
Amul ppt
bykaustubhgangwal
 
PPTX
amul brand strategy
byJay Verma
 
DOC
consumer behavior & satisfaction towards Amul milk
byMorisha Roy
 
PPTX
Amul presentation
byZabs Zealous
 
PPTX
BRANDING STRATEGY OF AMUL
bydheeraj07021994
 
DOC
Amul product consumer behaviour
byJagan Institute of Management Studies,New Delhi.
 
PDF
60742421 amul-butter-4 p-s
byBhaven Thakrar
 
DOCX
Amul
byshamithavokkaliga
 
PPTX
A study of competitive analysis and business development of Amul masti Dahi
byRahul Agrawal
 
PPTX
Amul pr presentation1
bySofia Chatterjee
 
PPTX
49905429 brand-audit-amul
bySaurav Nishant
 
PDF
Amul:Brand Audit
byMadhusudan Partani
 
PPTX
Amul
byNitesh Patil
 
PPTX
consumer buying behaviour towords amul milk
bygunvender sharma
 
PDF
Amul final
bykenil_shah
 
PPTX
Amul:Brand Audit
byMadhusudan Partani
 
PPTX
4ps of Amul company
byRohan Reddy Thumma
 
Consumer perception towards amul ppt
bysushantg29
 
Branding strategies of amul
byshrutivatrana
 
Project report-on-amul
byvijugreat16
 
Amul ppt
bykaustubhgangwal
 
amul brand strategy
byJay Verma
 
consumer behavior & satisfaction towards Amul milk
byMorisha Roy
 
Amul presentation
byZabs Zealous
 
BRANDING STRATEGY OF AMUL
bydheeraj07021994
 
Amul product consumer behaviour
byJagan Institute of Management Studies,New Delhi.
 
60742421 amul-butter-4 p-s
byBhaven Thakrar
 
Amul
byshamithavokkaliga
 
A study of competitive analysis and business development of Amul masti Dahi
byRahul Agrawal
 
Amul pr presentation1
bySofia Chatterjee
 
49905429 brand-audit-amul
bySaurav Nishant
 
Amul:Brand Audit
byMadhusudan Partani
 
Amul
byNitesh Patil
 
consumer buying behaviour towords amul milk
bygunvender sharma
 
Amul final
bykenil_shah
 
Amul:Brand Audit
byMadhusudan Partani
 
4ps of Amul company
byRohan Reddy Thumma
 

Similar to Amul

DOCX
analysis on amul products
byApratim Banerjee
 
PPTX
Amul ppt
byCS0722
 
PPTX
Amul full presentation
bySUMANTH REDDY
 
PPTX
Amul
byJeril Peter
 
PPTX
Amul b12
bySabir Samad
 
PDF
Amul daily (camel milk launch in india)
byJawad Chaudhry
 
PDF
To Study the Consumer satifaction for Amul Milk in Nashk Region
byYash Desai
 
PPTX
Amul (Anand Milk Union Limited)
bySuneet Herekar
 
PPTX
Amul
bySumit Patil
 
DOCX
Project report amul (gcmmf)
byBalwant singh
 
PPT
Amul dairy ppt
byDeepak Jha
 
DOCX
RUCHI MAM.docx
byAMANGAMING27
 
PPTX
Amul
byUniversal Business School
 
PPTX
ppt on indian Dairy industry
byPandit Dixit
 
PPTX
indian dairy sector
bySam Higginbottom University of Agriculture Technology & Sciences
 
DOCX
Marketing proj
byAbhishek Bhasin
 
DOCX
Marketing proj
byAbhishek Bhasin
 
PPTX
Amul
byDCsaksham
 
PDF
Overview of indian dairy industry
byChandni Sahgal
 
PPTX
Amul by paddu
bypaddu325
 
analysis on amul products
byApratim Banerjee
 
Amul ppt
byCS0722
 
Amul full presentation
bySUMANTH REDDY
 
Amul
byJeril Peter
 
Amul b12
bySabir Samad
 
Amul daily (camel milk launch in india)
byJawad Chaudhry
 
To Study the Consumer satifaction for Amul Milk in Nashk Region
byYash Desai
 
Amul (Anand Milk Union Limited)
bySuneet Herekar
 
Amul
bySumit Patil
 
Project report amul (gcmmf)
byBalwant singh
 
Amul dairy ppt
byDeepak Jha
 
RUCHI MAM.docx
byAMANGAMING27
 
Amul
byUniversal Business School
 
ppt on indian Dairy industry
byPandit Dixit
 
indian dairy sector
bySam Higginbottom University of Agriculture Technology & Sciences
 
Marketing proj
byAbhishek Bhasin
 
Marketing proj
byAbhishek Bhasin
 
Amul
byDCsaksham
 
Overview of indian dairy industry
byChandni Sahgal
 
Amul by paddu
bypaddu325
 

Recently uploaded

PDF
Molly Gudger's Marketing Portfolio detailing extensive marketing support and ...
bylittlemissmolz
 
PPTX
feeding of dog (1).pptx of animal science
bygudiadangi23
 
PDF
ABAPConf 2024 - Key User and Developer Extensibility Options - Best Practices...
byssuserad0480
 
PPTX
Government Jobs After Diploma in Civil Engineering (2026 Guide).pptx
bytanishaecampusapp
 
PDF
Complete biodata of I Gusti Haris pradana or Muhamad Abdul Haris
byDolan Ijen Tour
 
PPTX
Artificial Intelligence for Your Job Search
byBruce Bennett
 
PPTX
CNN-Pooling-Layer detail explanation cnn
bybirundha2024software
 
PDF
Stop Collar Testing Training As per API RP10D-2.pdf
byAshutosh Pandey
 
PPTX
English eight _Quarter4_WEEK3 SY 2526_LESSON3.pptx
bygenelyn tallad
 
DOCX
PowellAustin_BrandAnalysisRevised.docx for portfolio
byaustinpow3ll
 
PDF
Top 10 Best Online Tuition Platforms for Teachers in India.pdf
byDigital Marketing Services India
 
PPTX
The Rule of 3: A Time Management System That Actually Works
bySemantic SEO BD
 
PPTX
363172474-Air-Conditioning-System-1.pptx
byMdAsifurRahman32
 
PDF
Learn about different finance career pathways here!
byIan Chong
 
PDF
Bow Spring Centralizer -API 10d 7th edition training
byAshutosh Pandey
 
PPTX
Week 4 - Conservation of Mechanical Energy.pptx
bywowiegsegales
 
PDF
PTE Describe Image Template pdf.pdf |Gurully
byGurully
 
PDF
Office of the Director of National Intelligence: Randy Siwiec
byRandy Siwiec
 
PDF
7 Place to Buying a Old or Aged Verified WebMoney Accounts in European Countr...
byTopSelleriT
 
PDF
PMI - Introduction Certified Professional in Managing AI (PMI-CPMAI)™
byNeil Beyersdorf - MSES | CLSSMBB | Prosci OCM
 
Molly Gudger's Marketing Portfolio detailing extensive marketing support and ...
bylittlemissmolz
 
feeding of dog (1).pptx of animal science
bygudiadangi23
 
ABAPConf 2024 - Key User and Developer Extensibility Options - Best Practices...
byssuserad0480
 
Government Jobs After Diploma in Civil Engineering (2026 Guide).pptx
bytanishaecampusapp
 
Complete biodata of I Gusti Haris pradana or Muhamad Abdul Haris
byDolan Ijen Tour
 
Artificial Intelligence for Your Job Search
byBruce Bennett
 
CNN-Pooling-Layer detail explanation cnn
bybirundha2024software
 
Stop Collar Testing Training As per API RP10D-2.pdf
byAshutosh Pandey
 
English eight _Quarter4_WEEK3 SY 2526_LESSON3.pptx
bygenelyn tallad
 
PowellAustin_BrandAnalysisRevised.docx for portfolio
byaustinpow3ll
 
Top 10 Best Online Tuition Platforms for Teachers in India.pdf
byDigital Marketing Services India
 
The Rule of 3: A Time Management System That Actually Works
bySemantic SEO BD
 
363172474-Air-Conditioning-System-1.pptx
byMdAsifurRahman32
 
Learn about different finance career pathways here!
byIan Chong
 
Bow Spring Centralizer -API 10d 7th edition training
byAshutosh Pandey
 
Week 4 - Conservation of Mechanical Energy.pptx
bywowiegsegales
 
PTE Describe Image Template pdf.pdf |Gurully
byGurully
 
Office of the Director of National Intelligence: Randy Siwiec
byRandy Siwiec
 
7 Place to Buying a Old or Aged Verified WebMoney Accounts in European Countr...
byTopSelleriT
 
PMI - Introduction Certified Professional in Managing AI (PMI-CPMAI)™
byNeil Beyersdorf - MSES | CLSSMBB | Prosci OCM
 

Amul

  • 1.
    A SUMMER INTERNSHIPPROJECT REPORT ON ANALYSIS OF PRODUCT DEVELOPMENT AND CUSTOMER FEED BACK BY GUJARAT MILKMARKETING FEDERATION LIMITED SUBMITTED TO
  • 2.
    BY ROHIT.B.PATHAK ROLL NO-11-E35 This reportis submitted to the University / Institute in partial fulfillment of the requirement for the curriculumas prescribed by the University of Mumbai.
  • 3.
    Table of Contents TOPICPAGE NO Executive Summary. 6 Industry Profile. 7 Company Profile. 12 Products. 13 Amul Pro Description. 21 Research Methodology. 25 Questionaire. 30 Comparison With Bournvita. 31 Findings. 33 Conclusion. 34
  • 4.
    DECLARATION I hereby declarethat all the work presented in the summer internship project report entitled “ANALYSIS OF PRODUCTDEVELOPMENT AND CUSTOMER FEEDBACKBY GUJARAT CO- OPERATIVE MILK MARKETING FEDERATION LIMITED. atVidylankar Institute of Technology , Wadala and AMUL is my authentic record of my own work carried out .
  • 5.
    Certificate of Internship Thisis to certify that MR ROHIT.B.PATHAK a student of vidyalankar institute of technology and pursuing two years full time MASTERS IN MANAGEMENT STUDIES (MMS), underwent two months of internship with us from may 2, 2012 to June 5, 2012. During the internship, MR ROHIT.B.PATHAK has successfully completed the project titled “analysis of product development and customer feedback. .” Under the guidance of MR.P.S BABRA, We wish MR ROHIT.B.PATHAK the very best for his career, and are thankful for the perfect service he provided to this company.
  • 6.
    Executive summary The projectwas taken into consideration for the promotion and the marketing of the amul new product i.e “AMUL PRO”. The main task assigned to us by our mentors where to make the product available in each and every stores. It also focuses on the competitors product like bournvita Horlicks, boost etc. The main aim of the Summer training was to first analyses the market situation focus on the need of the consumers what the thing they are lacking in the competitors product so that the same thing didn’t happened in our product. So after the whole promotion and marketing of the product…we have taken the sample size of 50 retailers retailers wand wanted to know the feed back which we are getting for our product.
  • 7.
    INDUSTRY PROFILE FOOD INDUSTRY Thefood industry is the complex, global collective of diverse businesses that togethersupply much of the food energy consumed by the world population. Only subsistencefarmers, those who survive on what they grow, can be considered outside of the scope of the modern food industry. The food industry includes: Regulation: local, regional, national and international rules and regulations forfood production and sale, including food quality and food safety, and industrylobbying activities. Education: Academic, vocational, consultancy. Research and development: food technology. Financial services:insurance, credit. Manufacturing: agrichemicals, seed, farm machinery and supplies, agriculturalconstruction, etc. Agriculture: raising of crops and livestock, seafood. Food processing: preparation of fresh products for market, manufacture of prepared food products.
  • 8.
    Marketing: promotion ofgeneric products (e.g. milk board), new products, publicopinion, through advertising, packaging, public relations, etc. Wholesale and distribution: warehousing, transportation, logistics. Retail: supermarket chains and independent food stores, direct-to-consumer,restaurant, food services. ADVANTAGE OF INDIA UNDER FOOD INDUSTRY: India is one of the largest food producers in the worldindiahas diverse agro-climatic conditions and has a large and diverse raw materialbase suitable for food processing companies Investment requirement of around US$ 15 billion exists in the food processingsectorindiais looking for investment in infrastructure, packaging and marketingindia has huge scientific and research talent poolalargely untapped domestic market of 1000 million consumers300 million upper and middle class consume processed food200 million more consumers expected to shift to processed food by 2010Well developed infrastructure and distribution network Rapid urbanization, increased literacy, changing life style, increased number of women in workforce, rising per capita income- leading to rapid growth and newopportunities in food and beverages sector50 per cent of household expenditure by Indians is on food itemsstrategicgeographic location (proximity of India to markets in Europe and fareast, South East and West Asia)Under the food industry, Dairy product is very important part of food processing. Dairyprocessing is acting good role in India.
  • 9.
    Dairy Processing: India ranksfirst in the world in terms of milk production. Indian production stands at 91million tones growing at a CAGR of 4 per cent. This is primarily due to the initiativestaken by the Operation flood programmes in organizing milk producers into cooperatives;building infrastructure for milk procurement, processing and marketing and providingfinancial, technical and management inputs by the Ministry of Agriculture and Ministry of Food Processing Industries to turn the dairy sector into viable self- sustaining organizedsector. About 35% of milk produced in India is processed. The organized sector (largescale dairy plants) processes about 13 million tones annually, while the unorganized sectorprocesses about 22 million tones per annum. In the organized sector, there are 676 dairyplants in the Cooperative, Private and Government sectors registered with the Governmentof India and the state Governments. India has a unique pattern of production, processing and marketing/consumption of milk,which is not comparable with any large milk producing country. Approximately 70 millionrural households (primarily, small and marginal
  • 10.
    farmers and landlesslabourers ) in thecountry are engaged in milk production. Over 11 million farmer are organized into about0.1 million village Dairy Cooperative Societies (DCS)(about 110 farmers per DCS). Thecumulative milk handled by DCS across the country is about 18 million kg of milk per day.These cooperatives form part of a national milk grid which links the milk producersthrough out India with consumers in more than 700 towns and cities bridging the gaps onaccount of seasonal and regional variations in the availability of milk.The Ministry of food Processing Industries is promoting organized Dairy processing sectorto accomplish upcoming demands of processed dairy products and helping to identifyvarious areas of research for future product development and quality improvement torevamp the Indian dairy export by way of providing financial assistance to the dairyprocessing units. 32 Units have been sanctioned financial assistance (Rs.591 lakhs) underthe plan scheme of the Ministry during the year 2006-07.
  • 11.
    Major Indian Playersand overseas in the Food industry ITCLimited Parle Products Pvt. Ltd. Agro Tech Foods. Amul India Ltd. Cadbury India Ltd. PepsiCo India Holdings. Nestle India Pvt. Ltd. Britannia Industries Ltd. Hindustan uni lever limitedmtr foods limited. Godrej industries limited. Dabur India Ltd.
  • 12.
    COMPANY PROFILE Amul (AnandMilk Union Limited), formed in 1946, is a dairy cooperative movement inIndia. It is a brand name managed by an apex cooperative organisation, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned bysome 2.6 million milk producers in Gujarat, India. It is based in Anand town of Gujaratand has been a sterling example of a co-operative organization's success in the long term. The Amul Pattern has established itself as a uniquely appropriate model for ruraldevelopment. Amul has spurred the White Revolution of India, which has made India thelargest producer of milk and milk products in the world. It is also the world's biggestvegetarian cheese brand . GCMMF: Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food productsmarketing organisation. It is a state level apex body of milk cooperatives in Gujarat whichaims to provide remunerative returns to
  • 13.
    the farmers andalso serve the interest of consumers by providing quality products which are good value for money. Amul's product range includes milk powders, milk, butter, ghee, cheese, curd, chocolate,ice cream, cream, shrikhand, paneer, gulabjamuns, basundi, Nutramul brand and others. InJanuary 2006, Amul plans to launch India's first sports drink Staminawhich will becompeting with Coca Cola'sPoweradeandPepsiCo'sGatorade. Amul is the largest food brand in India and world's Largest Pouched Milk Brand with anannual turnover of US $1050 million (2006-07). Currently Amul has 2.6 million producermembers with milk collection average of 10.16 million litres per day. Besides India, Amulhas 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 marketin 1994 had not succeeded, but now it has fresh plans of flooding the Japanese markets.Other potential markets being considered include Sri Lanka. Dr VergheseKurien, former chairman of the GCMMF, is recognised as the man behind thesuccess of Amul. On 10 Aug 2006 ParthiBhatol, chairman of the Banaskantha Union, waselected chairman of GCMMF.
  • 14.
    ACHIEVEMENTS: Amul :Asia‟ slargest dairy co-operative was created way back in1946 to make the milk producer self-reliant and conduct milk- business with pride. Amul has always been thetrend setter in bringing and adapting the most modern technology to door steps to ruralfarmers. Amul created history in following areas: a)First self motivated and autonomous farmers‟ organi zation comprising of more than 5000000 marginal milk producers of Kaira District. b) Created Dairy co-operatives at village level functioning with milk collection centresowned by them. c) Computerized milk collection system with electronic scale and computerized accountingsystem. d)The first and only organization in world to get ISO 9000 standard for its farmers co-operatives. e)First to produce milk from powder from surplus milk.Amul is the live example of how co-operation amongst the poor marginal farmers canprovide means for the socio- economic development of the under privileged marginalfarmers.
  • 15.
    Amul in abroad: Amulis going places. Literally. After having established its presence in China, Mauritius and Hong Kong, Gujarat Cooperative Milk Marketing Federation (GCMMF), India‟ s largest milk cooperative, is waiting to flood the Japanese market.Then, GCMMF is also looking at Sri Lanka as one of its next export destinations. Amulproducts are already available on shelves across several countries, including the US, China,Australia, West Asian countries and Africa.GCMMF recorded a turnover of Rs 2,922 crore last fiscal. Its products include pouch milk,ultra heat treated (UHT) milk, ice-cream, butter, cheese and buttermilk.
  • 16.
    PRODUCTS Bread spreads: Amul Butter AmulLiteLow Fat Bread spread Amul Cooking Butter Cheese Range: Amul Pasteurized Processed Cheddar Cheese Amul Processed Cheese Spread Amul Pizza (Mozzarella) Cheese Amul Shredded Pizza Cheese AmulEmmental Cheese Amul Gouda Cheese AmulMalaiPaneer (cottage cheese) Utterly Delicious Pizza Mithaee Range (Ethnic sweets): AmulShrikhand (Mango, Saffron, Almond Pistachio, Cardamom) AmulAmrakhand AmulMithaeeGulabjamuns AmulMithaeeGulabjamun Mix AmulMithaeeKulfi Mix AvsarLadoos UHT Milk Range: Amul Shakti 3% fat Milk AmulTaaza 1.5% fat Milk Amul Gold 4.5% fat Milk AmulLite Slim-n-Trim Milk 0% fat milk Amul Shakti Toned Milk Amul Fresh Cream AmulSnowcap Softy Mix
  • 17.
    Pure Ghee: Amul PureGhee 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 Sweetened Condensed Milk: AmulMithaimate Sweetened Condensed Milk Fresh Milk: AmulTaaza Toned Milk 3% fat Amul Gold Full Cream Milk 6% fat Amul Shakti Standardised Milk 4.5% fat Amul Slim & Trim Double Toned Milk 1.5% fat AmulSaathi Skimmed Milk 0% fat Amul Cow Milk Curd Products: Yogi Sweetened FlavoredDahi (Dessert) AmulMastiDahi (fresh curd) AmulMasti Spiced Butter Milk AmulLassee Amul Ice creams: Royal Treat Range (Butterscotch, Rajbhog, MalaiKulfi) Nut-o-Mania Range (KajuDraksh, KesarPista Royale, Fruit Bonanza, Roasted Almond) Nature's Treat (Alphanso Mango, Fresh Litchi, ShahiAnjir, Fresh Strawberry, Black Currant, Santra Mantra, Fresh Pineapple) Sundae Range (Mango, Black Currant, Sundae Magic, Double Sundae)
  • 18.
    Assorted Treat (Chocobar,Dollies, Frostik, Ice Candies, Tricone, Chococrunch, Megabite, Cassatta) Utterly Delicious (Vanila, Strawberry, Chocolate, Chocochips, Cake Magic) Chocolate & Confectionery: Amul Milk Chocolate Amul Fruit & Nut Chocolate Brown Beverage: Nutramul Malted Milk Food Milk Drink: AmulKool Flavoured Milk (Mango, Strawberry, Saffron, Cardamom, Rose, Chocolate) AmulKool Cafe AmulKool Koko AmulKoolMillkShaake (Mango, Strawberry, Badam, Banana) Health Beverage: AMUL PRO:Malt based food.
  • 19.
    1.3.2 -Major Competitors Amulis a well known brand with a wide product range in FMCG giving a tough competition to its competitors . The following are the major competitor in some of its product range : Sr. No Product Competitors 1 Butter Nestle Gowardhan Mother Dairy Britannia 2 Cheese Britannia Mother Dairy Gowardhan 3 Milk Britannia Nestle Warna 4 Curd Nestle Gowardhan Danone 5 Ice Creams Kwality Walls Vadilal Baskin Robbins Naturals 6 Chocolates Cadbury Nestle 8 Ghee Britannia Gowardhan Dynamix 9 Infant Food Nestle 10 Dairy whitner Nestle Britannia Mother dairy Gowardhan
  • 20.
    1.3.3 - SalesTurnover 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
  • 21.
    Amul PRO Description MaltBased Food Packing 500g Glass Cube Jar: The glass cube jar is a unique pack in the category, giving Amul PRO a distinct advantage of standing out of the clutter on retail shelves. 500g Refill: Amul PRO is also available in an attractive 5 panel 500g Refill Product Specifications:
  • 22.
    Composition Ingredients : MaltExtract, Sugar,Milk solids, Cocoa solids, Caramel,Vitamins,Minerla,Permitted emulsifiers(E322,E476), Raiding agent (E500(ii)), DHA and salt. Product Features: Amul PRO is a malt based milk additive, which not only enhances milk’s nutritive value but also makes milk a very tasty drink for people of all ages, especially kids, who need milk and nutrition for healthy growth. It comes from the House of Amul, the brand which is known all over for providing quality products at value for money price.
  • 23.
    Key product attributesof Amul PRO are as follows: Whey Protein: Muscle building & Immunity Whey Protein is the purest and most essential form of protein. It is easy to digest and helps muscle building and nurturing growth. Why Protein is often referred to as “Fast Protein”, provides quick nourishment to muscles, helping your child strengthening the immunity and stay healthy. DHA: Brain Development Docosahexaenoic Acid (DHA) is an essential fatty acid required for optimal development and function of the brain, eyes and central nervous system of a child. It plays an important role in enhancing your child’s immunity by protecting it from allergies like Asthma. 27 Essential Nutrients: Complete Wellness Amul PRO contains 27 essential nutrients (proteins, vitamins and minerals) that help in boosting immune system enhance metabolism and nervous system functions and helps children be mentally sharp and physically agile.
  • 24.
    Product Application: It's amilk additive, which means it can be consumed by adding directly to milk. It is easy to make and tasty to drink and is suitable for people across age groups, particularly kids who require adequate nourishment for proper growth Amul PRO can be consumed with both hot as well as cold milk. Available All Over India in Normal Trade and Modern Format Stores.
  • 25.
  • 26.
    Research methodology isthe way to systematically solve the problem. In it we study the various steps that are generally adopted by a researcher in studying his research problem along with the logic behind them. Thus, When we talk about research methodology we not only talk of the research methods but also consider the logic behind the methods we used in the context of our research study and explain why we are using a particular method or technique and why we are not using others so that research results are capable of being evaluated either by the researcher himself or by others. RESEARCH OBJECTIVE: To know the actual sales of the product. To understand the requirement of the product. To determine the expansion strategies. RESEARCH DESIGN A sample size of 40 retailers was taken. The survey was conducted in the area THANE.
  • 27.
    Sampling techniques: A quotasampling technique was adopted because the sample audience was made out of potential purchasers of the product. The sample was carefully drafted. A lot of care was taken when designing the questionnaire and also when collecting information PRIMARY DATA The primary data consists of information obtained from the retailers and distributor. SECONDARY DATA The secondary data is obtained from the information already published in newspaper articles , blogs and books. The websites like Amul. Com ,scribd. Com , Wikipedia . cometc were also useful
  • 28.
    METHODS OF DATACOLLECTION The source of the data collected for the research is both primary data and secondary data Primary Data : By Observation Method : This data was collected by visiting the amul outlets in Thane by seeing the displayed Amul products in that stores. The data was collected on the following parameters: Price . Visibility. Shelf Life . Discounts Offered . By Personal Interviews : The data was collected by visiting each and every stores where amul products are available and also check the availability of the Amul products in the shelf . The information was taken by talking to the purchase mangers of the stores as well as the distributors . The objective of this was to know the preference of the retailers to stores the Amulproducts , know the problems regarding the delivery , the problems between distributors and retailers . The questions were open – ended as well as close - ended .
  • 29.
    LIMITATIONS The research wascarried out for 2 months which proved to the insufficient to tap the accuracy of the study Time factor has been a very big limitation in the research survey like this.
  • 30.
    QUESTIONAIRE NAME OF THE RETAILER CONTACTNO ADDRESS FEEDBACK This were the questionnaires which we are supposed to get completed from the retailers. Comparing amulpro with bournvita: AMUL PRO:
  • 31.
     It containsDHA advantage.  With power of vitamin D and calcium  Whey protein which helps for bodybuilding.  Goodness of milk. BOURNVITA:
  • 32.
     Dha onlyfor age group of 5yrs  Similarly whey protein also for the age group of 5yrs.  Prices of the jar as well as the pack is very high as compared with the “Amul pro”. Whereas “Amul pro” is for every age group right from the children up to grandfather. FINDINGS 1. Customer trust on brand of product and name of company while purchasing the product. 2. The company has been able to deliver a good quality and taste products are reasonable and affordable prices.
  • 33.
    3. Most ofthe complaints that we heard from the retailers is that they are not satisfied with the company’s margin as the margin is very low compared with the competitors product. 4. The Company enjoys a market leadership in products like Butter , Cheese but also lacks products awareness in product like Basundi , GulabJamun , Chocolates etc . 5. The improper distribution network creates a great hindrance in reaching the product to the market and customers . 6. At most of the outlets, employees are not satisfied even dealers also.According to them, Amul only takes action for customer satisfaction,but for the outlets employee’s satisfaction, Amul tries to avoid it 7. Retailers do not agree to stock Amul ice creams as the company doesn’t not provide the retailer with deep freezers. 8. The local competitors like Warna ,Chitaleetc are eating the market share of Amul in product categories of Shrikhand, Milk , Dahi. 9. The retailers are not happy with the damage product treatment given by then company. The retailers wish for the replacement of the damaged products which the company refuses to give. 10.The company faces a huge competition from other companies in the market for Dahi,icecreams,mithaimate and freshcream.
  • 34.
    CONCLUSION I have studiedand analyzed the dairy based food product market of amul on different aspects of the markets,outlets,distribution and consumers. The 2 months of summer internship with amul actually helped me to learn various thing that would really be helpful in my life for future growth. This project shows me the way to work in the market .How to communicate with different type of people .How to convince one for better job .Learnt how to sell ,how things work in Fast moving Consumer goods .having perishable nature of these product one need a excellent distribution network and carefully select market because these product if transferred to far area then cost attached to the product will make it un competitive . According to me the growth of any product whether it could be food based product or anything depends upon how we do proper branding of that product and also the promotion which plays a very vital role in attracting customers. The main goal should be to attract customer and to retain them so that the loyalty maintains in future as well. Besides thisQuality is the dominating aspect which influences consumer to purchase Amul product, but prompt availabilityof other brands and aggressive promotional activities by others influences the consumer towards them and also leads to increase sales Ultimately I must say that I am privileged to work in the company like Amul and get such a real time exposure of FMCG company .