Professional Documents
Culture Documents
A Summer Internship Project Report On An
A Summer Internship Project Report On An
SUBMITTED TO
BY
ROHIT.B.PATHAK
ROLL NO-11-E35
Table of Contents
TOPIC
PAGE NO
Executive Summary.
Industry Profile.
Company Profile.
12
Products.
13
21
Research Methodology.
25
Questionaire.
30
31
33
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
Executive summary
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.
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.
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 :Asias 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 organization comprising of mor
e 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 cooperatives.
e)First to produce milk from powder from surplus milk.Amul is the live example of how cooperation amongst the poor marginal farmers canprovide means for the socioeconomic 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),
Indias
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:
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:
Curd Products:
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.
Product
Competitors
Butter
Nestle
Gowardhan
Mother Dairy
Britannia
Cheese
Britannia
Mother Dairy
Gowardhan
Milk
Curd
Britannia
Nestle
Warna
Nestle
Gowardhan
Danone
Ice Creams
Kwality Walls
Vadilal
Baskin Robbins
Naturals
Chocolates
Cadbury
Nestle
Ghee
9
10
Infant Food
Dairy
whitner
Britannia
Gowardhan
Dynamix
Nestle
Nestle
Britannia
Mother dairy
Gowardhan
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
Packing
Product Specifications:
Composition
Product Features:
Amul PRO is a malt based milk additive, which not only
enhances milks 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.
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 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
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.
BOURNVITA:
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 companys 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 employees satisfaction, Amul tries to avoid
it
7. Retailers do not agree to stock Amul ice creams as the company doesnt 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 .