Professional Documents
Culture Documents
ON
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3
PREFACE
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ACKNOWLEDGEMENT
With immense pleasure, I would like to present this project report for
Kaira District Co-operative Milk Producers’ Union Ltd.,
Anand. It has been an enriching experience for me to undergo my
summer training at AMUL, which would not have possible without
the goodwill and support of the people around. As a student of
INSTITUTE OF RURAL MANAGEMENT I would like to express my
sincere thanks too all those who helped me during my practical
training programme.
As we know research work needs hard work, keen insight and long
patience with scholarly vision based on content operation hence it
becomes a humble duty to express my sincere gratitude to Mr.
Dalveer Singh, Production incharge, and Mr. H.B Ramgadhia of
chocolate plant at MOGAR.
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Date : 30TH June, 2006 CHANDRAJ
PANDYA Place : Anand (GUJRAT)
PGDBM
Duration : 1ST May to 30th June, 2006 SEM II
CONTENTS
2. Marketing Research 17
3. Research Design 21
4. Limitations 45
5. My Findings 46
6. Suggestions 47
7. Conclusion 48
8. Bibliography 49
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ANAND MILK UNION LIMITED
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INTRODUCTION AND HISTORY
In the year 1946 the first milk union was established. This
union was started with 250 liters of milk per day. In the year 1955
AMUL was established. In the year 1946 the union was known as
KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS’ UNION.
This union selected the brand name AMUL in 1955.
In the early 40’s, the main sources of earning for the farmers of
Kaira district were farming and selling of milk. That time there was
high demand for milk in Bombay. The main supplier of the milk was
Polson dairy limited, which was a privately owned company and
held monopoly over the supply of milk at Bombay from the Kaira
district. This system leads to exploitation of poor and illiterates’
farmers by the private traders. The traders used to beside the prices
of milk and the farmers were forced to accept it without uttering a
single word.
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However, when the exploitation became intolerable, the
farmers were frustrated. They collectively appealed to Sardar
Vallabhbhai Patel, who was a leading activist in the freedom
movement. Sardar Patel advised the farmers to sell the milk on their
own by establishing a co-operative union, Instead of supplying milk
to private traders. Sardar Patel sent the farmers to Shri Morarji
Desai in order to gain his co-operation and help. Shri Desai held a
meeting at Samarkha village near Anand, on 4th January 1946. He
advised the farmers to form a society for collection of the milk.
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However, the govt. did not seem to help farmers by any means.
It gave the negative response by turning down the demand for the
milk. To respond to this action of govt., the farmers of Kaira
district went on a milk strike. For 15 whole days not a single drop of
milk was sold to the traders. As a result the Bombay milk scheme
was severely affected. The milk commissioner of Bombay then
visited Anand to assess the situation. Having seemed the condition,
he decided to fulfill the farmers demand.
At
the
initial
stage
only
250
liters
of milk
was
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collected everyday. But with the growing awareness of the benefits
of the cooperativeness, the collection of milk increased. Today Amul
collect 11 lakhs liters of milk everyday. Since milk was a
perishable commodity it becomes difficult to preserve milk flora
longer period. Besides when the milk was to be collected from the
far places, there was a fear of spoiling of milk. To overcome this
problem the union thought out to develop the chilling unit at various
junctions, which would collect the milk and could chill it, so as to
preserve it for a longer period. Thus, today Amul has more than 150
chilling centers in various villages. Milk is collected from almost
1073 societies.
With the financial help from UNICEF, assistance from the govt.
of New Zealand under the Colombo plan, of Rs. 50 millions for
factory to manufacture milk powder and butter was planned.
Dr.Rajendra Prasad, the president of India laid the foundation on
November 15, 1954. Shri Pandit Jawaharlal Nehru, the prime
minister of India declared it open at Amul dairy on November 20,
1955.
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PEOPLE POWER: AMUL'S SECRET OF SUCCESS
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• Provide a support system to the milk producers without
disturbing their agro-economic systems,
• Plough back the profits, by prudent use of men, material and
machines, in the rural sector for the common good and
betterment of the member producers and
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Plants
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Third plant is at Kanjari, which produces cattelfeed.
Today,
twelve
dairies
are
producing
different
products
under the
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brand name Amul. Today Amul dairy is no. 1 dairy in Asia and no.
2 in the world, which is matter of proud for Gujarat and whole India.
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BOARD MEMBERS
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MARKETING RESEARCH
DEFINITION
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(1) Define the problem and its objectives :- This
includes an effective job in planning and designing a
research project that will provide the needed information. It
also includes the establishment of a general framework of
major marketing elements such as the industry elements,
competitive elements, marketing elements and company
elements.
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(4) Decide Research methods for collecting data :- If it
is
found that the secondary data cannot be of much use,
collection of
primary data become necessary. Three widely used methods
of
gathering primary data are
A) Survey
B) Observation
C) Experimentation
a) Preparation of questionnaire
b) Presetting of questionnaire
c) Planning of the sample
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(5) Tabulate, Analysis and Interpret the Data :-
The report must give/contain the following information:-
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RESEARCH DESIGN
1. RESEARCH PROBLEM
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2. RESEARCH OBJECTIVES & related sub objectives
23
3. Information requirement
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AMUL CHOCOLATE is made from Sugar, Cocoa Butter, Milk
Solids,
Chocolate mass.
Composition:
• Milk Fat 2%
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• Sugar 55%
• Total Fat 32.33%
(Milk Fat + Cocoa Fat)
EXPLORATORY RESEARCH
CONCLUSIVE RESEARCH
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characteristics of the market or have some precise statement of
research questions/hypothesis.
If one wants to know what type of dentifrice people use, what they
think of, television commercials, or why they buy particular brands
of cars, the natural procedure is to ask them. Thus, the
questionnaire method has come to be the more widely used of the
two data collection method. Many consumers are now familiar with
the telephone caller who greets them with “We are making a
survey”, and then proceeds to ask a series of questions. Some
interviews are conducted in person, others by telephone, and others
by mail. Each of these has its special advantages and disadvantages
and limitations. The questionnaire method in general, however, has
a number of pervasive advantages and disadvantages. Discussion of
particular variations will be more meaningful if these characteristics
of the general methods are brought out first.
Dicthomus
In this type respondents are free to answer in their own words and
express the ideas they think are relevant, such questions are good
as first questions or opening questions. They introduce the subject
and obtain general reaction.
DICTHOMUS:
These are the questions which are Boolean in nature. These answers
are straightforward and respondents have to answer them in a
straight way. That means the answer can only be either ‘Yes” or
‘No’.
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6. SAMPLING TECHNIQUE USED & SAMPLE SIZE - WHY?
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The non structured techniques for attitude measurement are
primarily of value in exploratory studies, where the researcher is
looking for the salient attributes of given products and the important
factors surrounding purchase decisions as seen by the consumer.
Structured techniques can provide a more objective measurement
system, one which is more comparable to a scale or a yardstick. The
term scaling has been applied to the efforts to measure attitudes
objectively, and a number of useful scales have been developed.
SAMPLING METHODS
CLUSTER SAMPLING
Here the whole area is divided into some geographical area and a
definite number of consumers were to be surveyed.
CONVINIENCE SAMPLING
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This type of sampling is chosen purely on the basis of convenience
and according to convenience.I visited Garden, Parks, Temple,
Superstores, Theatres and Gymnasium.
SAMPLING
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4. Method : Direct interview through
questionnaire.
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• I visited as many respondents as I can and asked them their
real likings about any chocolate and also got an idea, How a
chocolate should be?
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“Advertising is a paid form of non-personal
presentation and promotion of ideas, goods or
services by an identified sponsor.”
Branded 92 %
Non branded 08%
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K IN D OF C H OC OLATE
8%
bra nde d
nonbra nde d
92%
INFERENCE
Children 34 %
Teenager 33 %
Young 26 %
Old 07 %
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CHOCOLATE USERS
7%
0%
34% Children
26%
Teenager
Young
Old
33%
INFERENCE
Cookies 14%
Bar 60%
Wafer 20%
Other 06%
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Form of chocolate
6% 14% Cookies
20%
Bar
Wafer
Other
60%
INFERENCE
The above diagram suggest that the most preferred form is bar i.e.
60%, followed by wafer i.e. 20%, Cookies are all time favorites with
14% while other forms are preferred to the extent of 6%.
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STAR 100
ZEE 15
SONY 30
CARTOON 30
Others 25
T.V.CHANNEL PREFERENCE
Others
25
Cartoon
30
Sony
30
Zee
15
100
Star
0 20 40 60 80 100 120
INFERENCE
38
Timings _____________
5 to 8 pm 33 %
8 to 11 pm 37 %
Late Night 10 %
Morning 15 %
Afternoon 05 %
TIMING PREFERENCE
5%
15% 5 to 8pm
33%
8 to 11pm
10% Late night
Morning
After noon
37%
INFERENCE
From the survey it was found that 37% of the respondents likes to
watch T.V. after 8 pm to 11 pm. Because Mostly people belong to
service class & females in the families got their work by this time. At
5 to 8 pm 33% respondents in which especially children watch
cartoon channel & etc. so it is good to advertise on preferred
channels on these timings.
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Television 67 %
Hoardings 17 %
Newspapers 08 %
Magazines 05 %
Others (Mention) 03 %
3%
5%
8% Television
0%
Hoardings
17% Newspapers
Megazines
67%
Others
INFERENCE
40
Brand ambassador 60
Jingles 30
Comedy 45
Music 40
Emotions 20
Others (Mention) 05
EFFECTIVE FACTORS
70
60
50
40
30
20
10
0
or
ns
s
ic
le
ed
er
ad
us
io
ng
th
om
ss
ot
M
O
Ji
m
ba
E
am
nd
ra
B
INFERENCE
Ever T asted
10%
Yes
No
90%
INFERENCE
The chart shows that 90% respondents have tasted Amul Chocolate,
while still 10% have not tried Amul Chocolates.
Amul must use proper techniques in order to cater the needs of
every common man.
Advertising Effectiveness
32%
Yes
No
68%
INFERENCE
Market share
13% 1%
28% Nestle
Cadbury
Amul
Any other
58%
INFERENCE
We can clearly gauge from the pie chart that Cadbury being on the
top slot with 58% market share dominates the chocolate market,
followed by Nestle with 28% share, whereas Amul have only 13%
market share and thus lags behind.
Frequency of
purchase
17% Daily
48% Weekly
Fortnightl
22% y
13% Occasionally
INFERENCE
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ATTRIBUTE POOR AVERAGE GOOD EXCELLENT
LIMITATIONS
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Limited time available for interviewing the respondents. As a
result of this it was not possible to gather full information about
the respondents.
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MY FINDINGS
During the survey it was found that still there are 10% people
I find the main thing is that “Amul” brand name has very good
image in consumer’s mind and they consider it as Pure &
Good Product.
SUGGESTIONS
48
In order to maintain and increase the sales in the city of
Ahmedabad, the following recommendations regarding Amul
Chocolates; particularly regarding advertisement, distribution,
promotional policies, etc, are hereby suggested:
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Advertisement can be done with the help of animations that
attracts children and teenagers because chocolates are
consumed largely in this segment.
Mix Fruit
Pineapple
Elaichi
Coffee
Strawberry
Banana
Mango
CONCLUSION
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As we know that Amul is very big organization and
market leader in dairy products. It has maximum market share in
Milk, Butter and Cheese, which are its main/core products. As we
know Amul is a co-operative organisaion but chocolate industry is a
profitable industry we can’t ignore it. With the help of research,
company can find out its week points in chocolate product and can
increase its market share through rectify mistakes. People have
believed in Amul’s product and they will accept its chocolates also
if effective actions were taken.
Chocolate, but for the existence in the local market Amul must
use aggressive selling techniques.
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BIBLIOGRAPHY
1. www.amul.com
2. www.amuldairy.com
3. www.google.com
4. www.marketresearch.com
5. www.dairy.com
6. Research Methodology. ( Harper W.Boyd, C. R. Kothari )
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APPENDIX
QUESTIONNAIRE
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[7] Which advertisement you like the most?
_______________
PRICE
SWEETNESS
PACKAGING
SOFTNESS
SCHEMES
AVAILABILIT
Y
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[13] Which Chocolate do you like most?
AMUL ____________
CADBURY ____________
NESTLE ____________
PERFETTI ____________
OTHERS ____________
NAME: ___________
AGE: ___________
THANK YOU
_________________
______________
____________
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