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Introduction a. Introduction to study Objectives of the study. a) Research Methodology b) Limitations Company Profile a. Departmental functions b. organizational structure
Product profile Products a) Instant Tools a. Instant Mix
6. 7. 8. 9.
Findings SWOT Analysis Suggestions Bibliography
MIM COLLEGE KOPPAL – MBA FINAL YEAR
A Project on MTR Ready to Eat Products
INTRODUCTION TO TOPIC
Several generations of .n consumer have grownup eating ice creams, which traditionally is combination of full cream milk, lot of sugar and nuts. Amul ice cream available in many flavours . I did project on “A study on promotional tools to push slow moving flavors of Amul ice-cream in Karnataka -..” .
NEED FOR THE STUDY
Project is to understand reasons behind slow moving flavors of ice creams and competitor promotional activities It will help to company to adopt new promotional activities.
The research study is made keeping in view of following objectives • • • • To asses the factor affecting to sale of slow moving flavors of Amul To analyze the effectiveness of present promotional activities. To study performance and strategies of close competitor. To study perception of retailers and customers towards these product. products.
MIM COLLEGE KOPPAL – MBA FINAL YEAR
A Project on MTR Ready to Eat Products
The FMCG industry is volume driven and is characterized by low margins. The products are branded and backed by marketing, heavy advertising, slick packaging and strong distribution networks. The FMCG segment can be classified under the premium segment and popular segment. The premium segment caters mostly to the higher/upper middle class which is not as price sensitive apart from being brand conscious. The price sensitive popular or mass segment consists of consumers belonging mainly to the semi-urban or rural areas who are not particularly brand conscious. Products sold in the popular segment have considerably lower prices than their premium counterparts
MIM COLLEGE KOPPAL – MBA FINAL YEAR
A Project on MTR Ready to Eat Products
What are Fast Moving Consumer Goods (FMCG) Products which have a quick turnover, and relatively low cost are known as Fast Moving Consumer Goods (FMCG). FMCG products are those that get replaced within a year. Examples of FMCG generally include a wide range of frequently purchased consumer products such as toiletries, soap, cosmetics, tooth cleaning products, shaving products and detergents, as well as other non-durables such as glassware, bulbs, batteries, paper products, and plastic goods. FMCG may also include pharmaceuticals, consumer electronics, packaged food products, soft drinks, tissue paper, and chocolate bars.
The .n FMCG sector is the fourth largest in the economy and has a market size of US$13.1 billion. Well-established distribution networks, as well as intense competition between the organized and unorganized segments are the characteristics of this sector. FMCG in . has a strong and competitive MNC presence across the entire value chain. It has been predicted that the FMCG market will reach to US$ 33.4 billion in 2015 from US $ billion 11.6 in 2003. The middle class and the rural segments of the .n population are the most promising market for FMCG, and give brand makers the opportunity to convert them to branded products. Most of the product categories like jams, toothpaste, skin care, shampoos, etc, in ., have low per capita consumption as well as low penetration level, but the potential for growth is huge. The .n Economy is surging ahead by leaps and bounds, keeping pace with rapid urbanization, increased literacy levels, and rising per capita income. The big firms are growing bigger and small-time companies are catching up as well. According to the study conducted by AC Nielsen, 62 of the top 100 brands are owned by MNCs, and the balance by .n companies. Fifteen companies own these 62 brands, and 27 of these are owned by Hindustan Lever. Pepsi is at number three
MIM COLLEGE KOPPAL – MBA FINAL YEAR
A Project on MTR Ready to Eat Products
followed by Thums Up. Britannia takes the fifth place, followed by Colgate (6), Nirma (7), Coca-Cola (8) and Parle (9). The Top 10 companies in FMCG sector S. NO. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. Companies Hindustan Unilever Ltd. ITC (.n Tobacco Company) Nestlé . GCMMF (AMUL) Dabur . Asian Paints (.) Cadbury . Britannia Industries Procter & Gamble Hygiene and Health Care Marico Industries
Source: Naukrihub.com The personal care category has the largest number of brands, i.e., 21, inclusive of Lux, Lifebuoy, Fair and Lovely, Vicks, and Ponds. There are 11 HLL brands in the 21, aggregating Rs. 3,799 crore or 54% of the personal care category. Cigarettes account for 17% of the top 100 FMCG sales, and just below the personal care category. ITC alone accounts for 60% volume market share and 70% by value of all filter cigarettes in .. The foods category in FMCG is gaining popularity with a swing of launches by HLL, ITC, Godrej, and others. This category has 18 major brands, aggregating Rs. 4,637 crore. Nestle and Amul slug it out in the powders segment. The food category has also seen innovations like softies in ice creams, chapattis by HLL, ready to eat rice by HLL and pizzas by both GCMMF and Godrej Pillsbury. This category seems to have faster development than the stagnating personal care category. Amul, .'s largest foods company, has a good presence in the food category with its ice-creams, curd, milk, butter, cheese, and so on. Britannia also ranks in the top 100 FMCG
MIM COLLEGE KOPPAL – MBA FINAL YEAR
food habit etc.A Project on MTR Ready to Eat Products brands. close to US$ 8 bn was confined to the rural areas with US$ 4 bn in the urban & metro area and almost US$ 3 bn in the semi-urban area. The large young population of approximately 180 mn in the rural and semi-urban region is driving the . life style. As per DIPP statistics.n FMCG industry size was estimated to be around US$ 15 bn in 2007. among others. This size is further expected to grow by 10% in the next three years. Higher employment generation Employment generation was triggered by a thrust in industrial activity. Source: Edited from an article by chillibreeze writer — Shital Vakhariya Market size The . Currently. Of this. organised retail has also created more job opportunities without any gender bias for our teeming population. The lifestyle of this section of the population is undergoing a rapid change on the back of rising income levels. Furthermore. dominates the biscuits category and has launched a series of products at various prices. the market size of FMCG in the rural and semiurban segment is likely to jump up by 10% and 6% respectively by 2010. The format of modern trade has also enabled more employment in . with the continuous rise in their disposable income.n FMCG industry. According to ASSOCHAM. almost 52% of the rural market size is captured by FMCG products and is projected to reach 57% in the next three years. and other related activities. Organised retail has augured well for the FMCG sector which has thereby derived greater exposure leading to more employment. the food processing industry reported the highest proposed employment MIM COLLEGE KOPPAL – MBA FINAL YEAR . infrastructure.. which led to newer jobs in sectors like logistics. as per ASSOCHAM.
MIM COLLEGE KOPPAL – MBA FINAL YEAR . FDI inflows in sectors like food processing. The pattern of FDI inflow witnessed a huge variation in between the years 20042007 in the soaps. soaps. cosmetics and toiletries segment.Jun 2008.4% and 3% respectively.A Project on MTR Ready to Eat Products numbers during the period Aug 1991. cosmetics & toilet preparations and vegetable oils & vanaspati together registered a growth of 41%. indicating a growth of 2. This came on the back of a robust 38% growth in the previous year. The total FDI in the food processing industry underwent a growth of 15% in CY07.1% when compared to the previous corresponding period. the FDI inflow underwent a sharp growth of more than four times in CY07. the vegetable oil & vanaspati segment and soaps. Similarly. • The vegetable oils and vanaspati segment registered a robust rise of more than two times in CY07 as against the previous year when it had recorded a more than 50% decline. Source: DIPP Foreign Direct Investment in the FMCG Sector • • • In CY07. From an almost 100% decline in CY06. during the above mentioned period. cosmetics and toiletries segment registered a growth of 3.
A Project on MTR Ready to Eat Products Source: DIPP Proposed and implemented domestic investments in various FMCG segments Food Processing: The proposed Industrial Entrepreneur Memorandum (IEM) is growing rapidly over the last couple of years in various FMCG sub segments.n FMCG sector with a market size of US$13.700 mn.4%. indicating a ratio of 12%. Scope of The Sector The . intense competition between the organized and unorganized segments characterize the sector. FMCG Sector is expected to grow by over 60% by 2010. from 3. The ratio of implemented IEM to proposed investments in the food processing segment underwent a steady rise between 2004 and 2006. A well-established distribution network.4% to 13.1 billion is the fourth largest sector in the economy.630 mn. However. while proposed investments amounted to Rs 21. That will translate into an annual MIM COLLEGE KOPPAL – MBA FINAL YEAR . those implemented summed up to a mere Rs 2. in 2007.
Growth Prospects With the presence of 12. would help the urban areas maintain their position in terms of consumption. increase in the urban population. they would be able to generate higher growth in the near future. An estimated double-digit growth over the next few years shows that the good times are likely to continue. However. Also. household care. hence providing better growth prospects to the FMCG companies. along with increase in income levels and the availability of new categories. FOOD INDUSTRY MIM COLLEGE KOPPAL – MBA FINAL YEAR .2% of the world population in the villages of . accounts for 66% of total FMCG consumption.100 crores in 2010. Hair care. Because of the low per capita consumption for almost all the products in the country. Increased focus on farm sector will boost rural incomes. It is expected that the rural income will rise in 2007.e. boosting purchasing power in the countryside. the . i. male grooming. Though the sector witnessed a slower growth in 2002-2004. FMCG sector is also likely to benefit from growing demand in the market. Hindustan Levers Limited (HLL) has shown a healthy growth in the last quarter. the demand in urban areas would be the key growth driver over the long term. and the chocolates and confectionery categories are estimated to be the fastest growing segments. For example. It has been estimated that FMCG sector will rise from around Rs 56. it has been able to make a fine recovery since then. says an HSBC report.500 crores in 2005 to Rs 92. if they are able to take the consumers to branded products and offer new generation products.A Project on MTR Ready to Eat Products growth of 10% over a 5-year period.n rural FMCG market is something no one can overlook. Better infrastructure facilities will improve their supply chain. At present. with rural . female hygiene. accounting for the remaining 34%. And if the companies are able to change the mindset of the consumers. urban . FMCG companies have immense possibilities for growth..
farm machinery and supplies. new products. consultancy Research and development: food technology Financial services: insurance. including food quality and food safety. food services Advantage of . through advertising. milk board). national and international rules and regulations for food production and sale. vocational. The food industry includes: Regulation: local. Only subsistence farmers. regional.A Project on MTR Ready to Eat Products The food industry is the complex. restaurant. public opinion. and industry lobbying activities Education: academic. logistics Retail: supermarket chains and independent food stores. manufacture of prepared food products Marketing: promotion of generic products (e. Agriculture: raising of crops and livestock. transportation. agricultural construction. public relations. can be considered outside of the scope of the modern food industry.g. those who survive on what they grow. etc. direct-to-consumer. seafood Food processing: preparation of fresh products for market. is one of the largest food producers in the world MIM COLLEGE KOPPAL – MBA FINAL YEAR . packaging. credit Manufacturing: agrichemicals. etc Wholesale and distribution: warehousing. global collective of diverse businesses that together supply much of the food energy consumed by the world population. seed. under Food Industry: .
building infrastructure for milk procurement.leading to rapid growth and new opportunities in food and beverages sector 50 per cent of household expenditure by . . South East and West Asia) Under the food industry. has huge scientific and research talent pool A largely untapped domestic market of 1000 million consumers 300 million upper and middle class consume processed food 200 million more consumers expected to shift to processed food by 2010 Well developed infrastructure and distribution network Rapid urbanization. increased number of women in workforce.ns is on food items Strategic geographic location (proximity of . Dairy Processing . Dairy processing is acting good role in . changing life style.. packaging and marketing . has diverse agro-climatic conditions and has a large and diverse raw material base suitable for food processing companies Investment requirement of around US$ 15 billion exists in the food processing sector . Dairy product is very important part of food processing. is looking for investment in infrastructure. technical and management inputs by the Ministry of MIM COLLEGE KOPPAL – MBA FINAL YEAR . This is primarily due to the initiatives taken by the Operation flood programmes in organizing milk producers into cooperatives.A Project on MTR Ready to Eat Products . ranks first in the world in terms of milk production. increased literacy.n production stands at 91 million tones growing at a CAGR of 4 per cent. processing and marketing and providing financial. to markets in Europe and Far East. rising per capita income.
Private and Government sectors registered with the Government of . sales of ice cream and frozen desserts reached $20. total U. It takes the average person just about 50 licks to polish off a single scoop Ice cream cone.A Project on MTR Ready to Eat Products Agriculture and Ministry of Food Processing Industries to turn the dairy sector into viable self-sustaining organized sector. In 1984.3% over the year prior.S.6 billion gallons.5 billion was spent on "away from home" frozen dessert purchases (scoop shops. President Ronald Reagan designated July as National Ice Cream Month and the third Sunday of the month as National Ice Cream Day. In 2002.S. $8.Source: USDA. The organized sector (large scale dairy plants) processes about 13 million tones annually.1 billion was spent on products for "at home" consumption. translating to about 22 quarts per person .5 billion. is processed. Of that total. Ice cream and related frozen desserts are consumed by more than 90% of households in the U. the first Cream parlor in America opened in New York City in 1776. Reese's PeanutButter Cup and Fudge. while the unorganized sector processes about 22 million tones per annum. up about 1. Most popular Creation at Cold Stone Creamery? Peanut Butter Cup Perfection made with Chocolate Ice Cream with Peanut Butter. production of ice cream and related frozen desserts in 2004 amounted to about 1. ICE CREAM SALES AND TRENDS Total U. there are 676 dairy plants in the Cooperative. foodservice and other retail sales outlets) Ice MIM COLLEGE KOPPAL – MBA FINAL YEAR . while $12. About 35% of milk produced in .S. More ice cream is sold on Sunday than any other day of the week. In the organized sector. and the state Government INTERESTING ICE CREAM FACTS Although the origin of ice cream is unclear in history books.
Nonfat / Fat Free Ice Cream contains less than 0. No Sugar Added Ice Cream may contain artificial sweeteners. safe and suitable sweeteners and optional stabilizing. low fat (3% of overall sales) and nonfat (2% of overall sales) products all showing declines. Frozen Yogurt is a frozen dessert similar in composition to nonfat or low MIM COLLEGE KOPPAL – MBA FINAL YEAR . Reduced Fat Ice Cream is made with 25% less fat than the referenced ice cream. provided that in the case of caloric reduction. It is a non-dairy product with relatively high sugar content. fruit puree or fruit juice. Ice Cream is a frozen dessert product containing at least 10% milk-fat and at least 20% total milk solids. Source: 2005 Dairy Facts/International Ice Cream Association ICE CREAM DEFINED Super-Premium Ice Cream has very low overrun (air) and high fat content.4 percent of the total dollar sales) continue to outsell regular ice cream as well as the light (7% of overall sales). It generally contains fruit. Premium and super-premium quality ice creams (with 41. Sorbet is frozen dessert similar in composition to an ice.7% of overall sales). Light or Lite Ice Cream is made with 50% less fat or 1/3 fewer calories than referenced ice cream. flavoring and dairy derived ingredients. Exotic flavors are often used and citric acid may be added to enhance the taste. reduced fat (0.5 grams of fat per serving.A Project on MTR Ready to Eat Products The trend in ice cream is certainly towards "indulgence" and the sales prove it. and uses only the highest quality ingredients. but is not sweetened with added sugar. Low fat Ice Cream contains not more than 3 grams of fat per serving. less than 50% of the calories are derived from fat.
( the half trillion dollar mark) the 15th year of real consecutive growth for the Industry.S. snacks and beverages purchased away from home up from 25% in 1955. Ice Cream Shop making its' own fresh Micro Batch Ice Cream Flavors daily along with specialty coffee and limited breakfast.4 billion dollars in sales. quarts. generating an annual economic impact of $1 trillion. and pies. Overall the Industry as whole looks destined for solid continuous growth through 2010 as demographics lead the way.S. Ice cream and related frozen desserts are consumed by more than 93% of households in the United States and consume more than 1. due mostly to a combination of forces.A Project on MTR Ready to Eat Products fat ice cream mixes containing cultured skim milk and lives active cultures in the finished frozen product. Food prices increased at their fastest rate since1990. Every dollar spent dining out generates more than two dollars for other industries. Can be edited for any type of Ice Cream concept also includes wholesale as well as retail sales of home made pints. America's economy restaurants are the nation's largest private-sector employers. Food away from home is no longer considered a luxury but it is considered to be a component of to day's convenience driven lifestyle. THE ICE CREAM SEGMENT The Global Market for Ice Cream is now more than 21 billion dollars annually. about 50% is sold through Super Markets and 50% at local Ice Cream Parlor.000 restaurants will have reached an estimated $511 billion in sales in 2006. In the U. Today's consumers spend 44% of every food dollar on meals. vanilla and cocoa. including trade disruptions following evidence of Bovine Spongiform Encephalopathy (BSE) in both the U. Operators took a hit in 2004 as a combination of political unrest and natural disasters overseas. lunch and dinner menu.6 billion gallons annually. (Butterfat). According to the National Restaurant Association the nation's more than 878. On an average day in 2006 the Industry will generate more than 1. the fat content is not more than 4%. As an industry standard. and fluctuations in the dairy industry in this country left ice cream manufacturers grappling with higher prices for key ingredients including milk. and MIM COLLEGE KOPPAL – MBA FINAL YEAR .
Management decisions will decide whether business survives or thrives in the face of increased competition. and write a comprehensive business plan within any Industry. key financial ratio analysis. It has been estimated that it takes an average of 100 hours to research. Now consider sitting MIM COLLEGE KOPPAL – MBA FINAL YEAR . The second largest Industry in the United States.S. These unexpected shocks to the food supply system. The most important benefit of a business plan is that it sets the stage for the future Ice Cream Shop as it to be positioned in the marketplace. It will benefit most as study and gain detailed insight into own operations. According to the U. income statements. the Food Service Industry. along with a recovering U. cash flow analysis. over 50% of small Businesses fail in the first year and 95% fail within the first five years. current statistics prove that do much better with a business plan than without. or looking to evaluate and value to Ice Cream Business to sell.. balance sheets. representing 4% of the U. Starting a small business is always risky.S. were the main causes of the larger than expected increase in food prices but the outlook is much better for 2006 as prices continue to moderate and steady growth in demand continues. economy and increased energy prices. and break even analysis can take more than 20 hours of work by accountant. and weather-related damage to some fruit and vegetable crops. Creating and compiling the five year financial plan and forecasts including 5 years of budgets. TIME IS MONEY. Gross National Product in the most competitive Industry in the world. Potential investors can review plan and decide whether or not to make an investment based upon the risk.. Small Business Administration. According to Dunn and Bradstreet the primary reasons for failure vary. large increases in the farm price of milk.A Project on MTR Ready to Eat Products Canada. A business plan will make it easy for banker to take action as gains insight into the details of business and the goals that outlined. Whether starting a new Ice Cream Parlor are looking to raise additional capital to expand currently profitable Ice Cream Parlor. Updating and constantly reviewing plan will give more insight as both a manager and decision maker.S. and the chance of success is slim. but all of the reasons come under the category of poor planning.
income statements. Revenue assumptions covering cones. INDUSTRY ANALYSIS OF ICE CREAM The Ice Cream Industry Analysis included. Lunch and Dinner menu. balance sheets. Shakes. Specialty Items. (Excel). Add in additional Food and Beverage Breakfast. operating expense. written based upon current sources including the National Restaurant Associations Food Industry Analysis and even covers the state of the current vanilla and butterfat markets. specialty cones. Ice Cream Pies. Source: 2005 Dairy Facts/International Ice Cream Association MIM COLLEGE KOPPAL – MBA FINAL YEAR . Once finished editing. Malts.A Project on MTR Ready to Eat Products down in front of computer to edit and fill in the details of an already written and organized Ice Cream Shop business plan and outline. Five years projected month to month-operating budgets. Flavor Burst. Razzles. breakeven analysis and key financial ratio analysis. print plan and simply insert it into the three ring binders included. Now computer's word processor to turn this sample plan. and working capital assumptions using computer's spreadsheet program. Frozen Treats. indexing it according to the pre-labeled inserts. cash flow analysis. pints and quarts sold both at retail and wholesale.
The Amul Pattern has established itself as a uniquely appropriate model for rural development. Amul Butter. Amulspray. This union was started with 250 liters of milk per day. In the year 1955 AMUL was established.. which today is jointly owned by some 2. In the year 1946 the union was known as KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS’ UNION. which has made .. This union selected the brand name AMUL in 1955. . The Amul Pattern has established itself as a uniquely appropriate model for rural development. is a dairy cooperative movement in . formed in 1946. It is also the world's biggest vegetarian cheese brand . Amul has spurred the White Revolution of .. It is a brand name managed by an apex cooperative organisation. Gujarat Cooperative Milk Marketing Federation Ltd. Amul Chocolates. It is also the world's biggest vegetarian cheese brand . It is based in Anand town of Gujarat and has been a sterling example of a cooperative organization's success in the long term. Amul Shrikhand. Amul Milk and Amulya have made Amul a leading food brand in . Gujarat Co-operative Milk Marketing Federation Ltd. Amul Ice cream. which has made . A quality control expert in Anand had suggested the brand name “AMUL”. (GCMMF). Nutramul. which today is jointly owned by some 2.6 million milk producers in Gujarat. the largest producer of milk and milk products in the world.. Amul products have been in use in millions of homes since 1946. In the year 1946 the first milk union was established. (GCMMF). Amul has spurred the White Revolution of . It is a brand name managed by an apex cooperative organisation. This word derived form the Sanskrit word “AMULYA” which means “PRICELESS”. It is based in Anand town of Gujarat and has been a sterling example of a co-operative organization's success in the long term. Amul Ghee..A Project on MTR Ready to Eat Products COMPANY PROFILE Introduction Amul (Anand Milk Union Limited). (The MILLENIUM INSTITUTE OF MANAGEMENT. Amul Cheese.6 million milk producers in Gujarat. KOPPAL 28-A . The brand name Amul means “AMULYA”.. Amul Milk Powder. the largest producer of milk and milk products in the world. .
when the exploitation became intolerable. of the triumph of indigenous technology. The traders used to beside the prices of milk and the farmers were forced to accept it without uttering a single word. who was a leading activist in the freedom movement. of the marketing savvy of a farmers' organization. on 4th January 1946. KOPPAL 28-A . Instead of supplying milk to private traders. MILLENIUM INSTITUTE OF MANAGEMENT. This system leads to exploitation of poor and illiterates’ farmers by the private traders. And have a proven model for dairy development (Generally known as “ANAND PATTERN”). He advised the farmers to form a society for collection of the milk. the main sources of earning for the farmers of Kaira district were farming and selling of milk. HISTORY In the early 40’s. of the genesis of a vast co-operative network. Today Amul is a symbol of many things like of the high-quality products sold at reasonable prices. the farmers were frustrated. 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. 6 billion in 2005). Shri Desai held a meeting at Samarkha village near Anand. Sardar Patel sent the farmers to Shri Morarji Desai in order to gain his co-operation and help. That time there was high demand for milk in Bombay. Sardar Patel advised the farmers to sell the milk on their own by establishing a co-operative union.A Project on MTR Ready to Eat Products total sale is Rs. However. They collectively appealed to Sardar Vallabhbhai Patel.
Mr. As a result the Bombay milk scheme was severely affected. The milk commissioner of Bombay then visited Anand to assess the situation. the govt. Thus their cooperative unions were forced at the village and district level to collect and sell milk on a cooperative basis. For 15 whole days not a single drop of milk was sold to the traders. KOPPAL 28-A . However. It gave the negative response by turning down the demand for the milk.. To respond to this action of govt. Having seemed the condition. It was also resolved that the Government should be asked to buy milk from the union. Since MILLENIUM INSTITUTE OF MANAGEMENT.A Project on MTR Ready to Eat Products These village societies would collect the milk themselves and would decide the prices at which they can sell the milk. he decided to fulfill the farmers demand. did not seem to help farmers by any means. the farmers of Kaira district went on a milk strike. Verghese Kurien showed main interest in establishing union who was supported by Shri Tribhuvandas Patel who lead the farmers in forming the Co-operative unions at the village level. without the intervention of Government. The district union was also form to collect the milk from such village co-operative societies and to sell them. The Kaira district milk producers union was thus established in ANAND and was registered formally on 14th December 1946.
But with the growing awareness of the benefits of the cooperativeness. Since milk was a perishable commodity it becomes difficult to preserve milk flora longer period. it was commonly resolved to sell the milk under the brand name AMUL. the collection of milk increased. To overcome this problem the union thought out to develop the MILLENIUM INSTITUTE OF MANAGEMENT. Besides when the milk was to be collected from the far places. KOPPAL 28-A . Today Amul collect 11 lakhs liters of milk everyday.A Project on MTR Ready to Eat Products farmers sold all the milk in Anand through a co-operative union. At the initial stage only 250 liters of milk was collected everyday. there was a fear of spoiling of milk.
1955. so as to preserve it for a longer period. KOPPAL 28-A . With the financial help from UNICEF. of New Zealand under the Colombo plan. Shri Pandit Jawaharlal Nehru. Thus. 50 millions for factory to manufacture milk powder and butter was planned. assistance from the govt.A Project on MTR Ready to Eat Products chilling unit at various junctions. declared it open at Amul dairy on November 20. MILLENIUM INSTITUTE OF MANAGEMENT. the president of . of Rs.Rajendra Prasad. Milk is collected from almost 1073 societies. today Amul has more than 150 chilling centers in various villages. laid the foundation on November 15. the prime minister of . 1954. Dr. which would collect the milk and could chill it.
The Union looks after policy formulation. Plough back the profits. processing and marketing of milk. it has remained with the smallest producer members. It also enables the consumer an access to high quality milk and milk products. better feeds and the like . Contrary to the traditional system.A Project on MTR Ready to Eat Products PEOPLE POWER: AMUL'S SECRET OF SUCCESS The system succeeded mainly because it provides an assured market at remunerative prices for producers' milk besides acting as a channel to market the production enhancement package. Looking back on the path traversed by Amul. provision of technical inputs to enhance milk yield of animals. in the rural sector for the common good and betterment of the member producers and Even though. material and machines. of an intervention for rural change. Provide a support system to the milk producers without disturbing their agroeconomic systems. the artificial insemination service. by prudent use of men. it does not disturb the agro-system of the farmers. • • • • Bring at the command of the rural milk producers the best of the technology and harness its fruit for betterment. growing with time and on scale. the system ensured that the profit goes to the participants for their socio-economic upliftment and common good. What's more. AMUL (ANAND MILK UNION LIMITED).e. Basically the union and cooperation of people brought Amul into fame i. the following features make it a pattern and model for emulation elsewhere. when the profit of the business was cornered by the middlemen. veterinary care.all through the village societies. Amul has been able to: • Produce an appropriate blend of the policy makers farmers board of management and the professionals: each group appreciating its rotes and limitations. MILLENIUM INSTITUTE OF MANAGEMENT. KOPPAL 28-A . In that sense. Amul is an example par excellence. a name which suggest THE TASTE OF INDIA.
Second plant is at MOGAR. KOPPAL 28-A .A Project on MTR Ready to Eat Products Plants First plant is at ANAND. which engaged in manufacturing chocolate. milk powder. Amul Ganthia and Amul lite. flavored milk and buttermilk. ghee. MILLENIUM INSTITUTE OF MANAGEMENT. nutramul. butter. which engaged in the manufacturing of milk.
KOPPAL 28-A . Fourth plant is at Khatraj. MILLENIUM INSTITUTE OF MANAGEMENT.A Project on MTR Ready to Eat Products Third plant is at Kanjari. which engaged in producing cheese. which produces cattelfeed.
which is matter of proud for Gujarat and whole . 2 in the world. twelve dairies are producing different products under the brand name Amul.A Project on MTR Ready to Eat Products Today. 1 dairy in Asia and no. KOPPAL 28-A . MILLENIUM INSTITUTE OF MANAGEMENT. Today Amul dairy is no..
but now it has fresh plans of flooding the Japanese markets . chocolate.Other potential markets being considered include Sri Lanka.6 million producer members with milk collection average of 10. Besides . Amul is the largest food brand in . cheese. Amul has always been the trend setter in bringing and adapting the most modern technology to door steps to rural farmers. shrikhand. which will be competing with Coca Cola's Powerade and PepsiCo's Gatorade . ice cream. gulab jamuns. UAE. Australia. was elected chairman of GCMMF.business with pride. Singapore. In January 2006. USA. paneer. basundi. is recognised as the man behind the success of Amul. Nutramul brand and others. milk.'s first sports drink Stamina. On 10 Aug 2006 Parthi Bhatol. and world's Largest Pouched Milk Brand with an annual turnover of US $1050 million (2006-07). cream. Bangladesh. It is a state level apex body of milk cooperatives in Gujarat which aims to provide remunerative returns to the farmers and also serve the interest of consumers by providing quality products which are good value for money. former chairman of the GCMMF. China. curd. chairman of the Banaskantha Union.A Project on MTR Ready to Eat Products Gujarat Cooperative Milk Marketing Federation Gujarat Cooperative Milk Marketing Federation (GCMMF) is . Hong Kong and a few South African countries. MILLENIUM INSTITUTE OF MANAGEMENT. Amul's product range includes milk powders.'s largest food products marketing organisation. KOPPAL 28-A . Its bid to enter Japanese market in 1994 had not succeeded. Dr Verghese Kurien. ACHIEVEMENT: Amul :Asias largest dairy co-operative was created way back in1946 to make the milk producer self-reliant and conduct milk.. Amul has entered overseas markets such as Mauritius. ghee. Currently Amul has 2.16 million litres per day. Amul plans to launch . butter.
‟s largest milk cooperative. butter. Literally. e) First to produce milk from powder from surplus milk. d) The first and only organization in world to get ISO 9000 standard for its farmers co-operatives. MILLENIUM INSTITUTE OF MANAGEMENT.A Project on MTR Ready to Eat Products Amul created history in following areas: a) First self motivated and autonomous farmers organization comprising of more than 5000000 marginal milk producers of Kaira District. . b) Created Dairy co-operatives at village level functioning with milk collection centres owned by them. KOPPAL 28-A . GCMMF recorded a turnover of Rs 2. Mauritius and Hong Kong. Its products include pouch milk. ice-cream. Amul products are already available on shelves across several countries.922 crore last fiscal. c) Computerized milk collection system with electronic scale and computerized accounting system. GCMMF is also looking at Sri Lanka as one of its next export destinations. ultra heat treated (UHT) milk. is waiting to flood the Japanese market. Australia. Gujarat Cooperative Milk Marketing Federation (GCMMF). After having established its presence in China. including the US. China. Amul is the live example of how co-operation amongst the poor marginal farmers can provide means for the socio-economic development of the under privileged marginal farmers. Then. Amul in Abroad: Amul is going places. West Asian countries and Africa. cheese and buttermilk.
7 million 13. of Village Societies: Total Milk handling capacity: Milk collection (Total .21 million litres per day 2. of Producer Members: No.A Project on MTR Ready to Eat Products Members: No.2007-08): Milk collection (Daily Average 2007-08): Milk Drying Capacity: Cattlefeed manufacturing Capacity: 13 district cooperative milk producers' Union 2.4 million litres 626 Mts.69 billion litres 7. per day 3090 Mts per day Sales Turnover 1994-95 1995-96 1996-97 1997-98 1998-99 1999-00 2000-01 2001-02 2002-03 2003-04 2004-05 2005-06 2006-07 2007-08 Rs (million) 11140 13790 15540 18840 22192 22185 22588 23365 27457 28941 29225 37736 42778 52554 US $ (in million) 355 400 450 455 493 493 500 500 575 616 672 850 1050 1325 MILLENIUM INSTITUTE OF MANAGEMENT. KOPPAL 28-A .141 10.
V Kurien. at the Broadmoor in Colorado Springs.. It has also inspired all the employees of GCMMF Enterprise to sustain the challenges as a "Change Agent" by excelling their IT skills in order to transform the people around them towards IT Integration (e-Vision) on both the ends of supply chain (Village level Farmer to end consumer). retailers. This award has also given direction that IT need to be encouraged & adopted more & more at grass root level and bridge the digital divide through proper training. This award also motivated the each & every member dairy. Amul's wholesale distributors.n Society economically & literally strong through innovative cooperative resourceful network. Head of IT had been to USA and received the said Award on behalf of GCMMF. 2003.A Project on MTR Ready to Eat Products AMUL THE TASTE OF . re-training so as to bring radical change & benefit to the . USA. The photograph link of the recipient of the CIO award along with CIO Magazine's Editor in Chief. This CIO International IT excellence Award has recognized the Cooperative Movement & its Leadership under the "Amul" brand. Abbie Lundberg.co MILLENIUM INSTITUTE OF MANAGEMENT. transporters and suppliers who have supported whole-heartedly the IT initiatives of GCMMF. Mr. whose main Motto is to build . Milkman of . B M Vyas. (GCMMF) receives INTERNATIONAL CIO 100 AWARD FOR RESOURCEFULNESS GCMMF is a winner of the prestigious international CIO 100 award from IDG's CIO Magazine. so as to provide quality service & products to the end consumers and good returns to the farmer members. who has taken IT initiative by setting the direction "GCMMF as IT Company in Food business". Shri Subbarao Hegde. USA. It has also recognized the Managing Director. The 2003 CIO 100 award recognizes the organizations around the world that excel in positive business performance through resourceful IT management and best practices.cio. Colorado. can be seen at www. The Gujarat Co-operative Milk Marketing Federation (GCMMF) has been honoured at the CIO 100 Symposium & Award Ceremony on August 19. initiated by Dr. KOPPAL 28-A .n society.
M. Sarayuben Bharatbhai Patel Shri Ranjitbhai Kantibhai Patel Shri B.F District Registrar GCMMF bags APEDA AWARD for 11th year in a row MILLENIUM INSTITUTE OF MANAGEMENT. KOPPAL 28-A .M. M. Vyas Shri Deepak Dalal Chairman Vice-Chairman Director Director Director Director Director Director Director Director Director Director Managing Director G.A Project on MTR Ready to Eat Products Organizational Structure BOARD MEMBERS Shri Ramsinh Prabhatsinh Parmar Shri Rajendrasinh Dhirsinh Parmar Shri Dhirubhai Amarsinh Zala Smt.C. Mansinh Kohyabhai Chauhan Shri Maganbhai Gokalbhai Zala Shri Shivabhai Mahijibhai Parmar Shri Pravinsinh Fulsinh Solanki Shri Chandubhai Madhubhai Parmar Shri Bhaijibhai Amarsinh Zala Shri Bipinbhai Manishankar Joshi Smt.
KOPPAL 28-A . Shri Kamalnath.A Project on MTR Ready to Eat Products 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). Raveen Choudhary. Minister of Commerce. in a glittering ceremony held at Siri Fort Auditorium on 3rd June. GCMMF has won the award for 11th time. The award was received by Mr. our AGM (Z-I). New Delhi. Delhi. MILLENIUM INSTITUTE OF MANAGEMENT. 2008. from Hon'ble Minister of Commerce.
a 28-year-old housewife is out in the balcony drying clothes. "It was the first Amul hoarding that was put up in Mumbai. chubby cheeked. "People loved it. The crowd seems to be growing larger by the minute." Call her the Friday to Friday star. From her second floor flat she can see her neighbours on the road. I remember it was our favourite topic of discussion for the next one week! Everywhere we went somehow or the other the campaign always seemed to crop up in our conversation. dressed in her little polka dotted dress and a red and white bow. KOPPAL 28-A . A Charni Road flat. For 30 odd years the Utterly Butterly girl has managed to keep her fan following intact. holding out her favourite packet of butter. from strategically placed hoardings at many traffic lights. No other brand comes even close to it. There are other people too. It is her four-year-old who draws her attention to the hoarding that has come up overnight. How often have we stopped. 1996 The moppet who put Amul on . chuckled at the Amul hoarding that casts her sometime as the coy. a bold sensuous Urmila or simply as herself. looked. Mrs. The ultimate compliment to the MILLENIUM INSTITUTE OF MANAGEMENT." recalls Sheela Mane. Sheela Mane.000 tonnes a year in 1997.A Project on MTR Ready to Eat Products Amul typical story. Bombay: Summer of 1967. She expects the worst but can see no signs of an accident. So much so that the ads are now ready to enter the Guinness Book of World Records for being the longest running campaign ever. Amul's sale figures have jumped from 1000 tonnes a year in 1966 to over 25. shy Madhuri. She is the Amul moppet everyone loves to love (including prickly votaries of the Shiv Sena and BJP). All because a thumb-sized girl climbed on to the hoardings and put a spell on the masses.'s breakfast table 50 years after it was first launched. Round eyed. Unable to curb her curiosity Sheela Mane hurries down to see what all the commotion is about. Amul Butter Girl Edited from an article by Mini Varma published in The Asian Age on March 3. winking at you.
village belle. had a staid.A Project on MTR Ready to Eat Products butter came when a British company launched a butter and called it Utterly Butterly. created as a rival to the Polson butter girl. It had been taken too seriously.. The Amul girl who lends herself so completely to Amul butter. which had been launched in 1945. primarily because the earlier advertising agency which was in charge of the account preferred to stick to routine. corporate ads. last year. clinched the account for Amul butter. boring image. One of the first Amul hoardings In . lamp kiosks and the bus sites of the city were splashed with the moppet on a horse. gimmickry and all else. And so it came about that the famous Amul Moppet was born. KOPPAL 28-A . then the managing director of the advertising agency.. the country saw the birth of a campaign whose charm has endured fickle public opinion. The butter. And who better than a little girl?" says Sylvester daCunha. Utterly Butterly Delicious Amul. "Eustace Fernandez (the art director) and I decided that we needed a girl who would worm her way into a housewife's heart. It was a matter of just a few hours before the daCunha office was ringing with calls. Not just adults. The baseline simply said. Sylvester daCunha decided it was time for a change of image. for too long. It all began in 1966 when Sylvester daCunha. The year Sylvester daCunha took over the account. clothed in a tantalising choli all but covering her upper regions. food was something one couldn't afford to fool around with. This one was sexy. That October. Thoroughbread. even children were calling up to say how much they had liked MILLENIUM INSTITUTE OF MANAGEMENT. ASP.
when the city first saw the beginning of the Hare Rama Hare Krishna movement. "Bread without Amul Butter. looked forward to Amul's evocative humour. What does she do with these ads? "I have MILLENIUM INSTITUTE OF MANAGEMENT." The Rebecca Mark favourite For the first one year the ads made statements of some kind or the other but they had not yet acquired the topical tone. so to say. Amul would be up there on the hoardings saying.n Airlines strike Amul would be there again saying. Hurry Hurry'. "For over 10 years I have been collecting Amul ads. In 1967. It was a decision that would stand the daCunhas in good stead in the years to come. Sylvester daCunha. If the Naxalite movement was the happening thing in Calcutta. Sylvester decided that giving the ads a solid concept would give them extra mileage.A Project on MTR Ready to Eat Products the ads. more dum. then the creative team working on the Amul account came up with a clincher -. If there was an . That was the first of the many topical ads that were in the offing. I especially like the ads on the backs of the butter packets." recalls Sylvester daCunha. .'Hurry Amul. There are stories about the butter that people like to relate over cups of tea. won't do). "We knew our campaign was going to be successful. "The response was phenomenal. From then on Amul began playing the role of a social observer. Over the years the campaign acquired that all important Amul touch. . KOPPAL 28-A .n Airlines Won't Fly Without Amul. In 1969. "says Mrs. Sumona Varma. cholbe na cholbe na (won't do. Bombay reacted to the ad with a fervour that was almost as devout as the Iskon fever. Mohammad Khan and Usha Bandarkar.
There are numerous ads that are risque in tone.A Project on MTR Ready to Eat Products made an album of them to amuse my grandchildren." Amul's point of view on the MR coffee controversy There were other instances too." he says laughing. "They are almost part of our culture. or making an impact. "Then there was an ad during the Ganpati festival which said. KOPPAL 28-A . I didn't want the hoardings to be pleasant or tame. The Gandhi cap was a symbol of independence. The Shiv Sena people said that if we didn't do something about removing the ad they would come and destroy our office. The high command came down heavy on that one. "He said that he had seen the hoarding while passing through a small district in UP. He said he had asked his assistant to take a photograph of himself with the ad because he had MILLENIUM INSTITUTE OF MANAGEMENT. So despite their reluctance the hoardings were wiped clean." she laughs. Rebecca Mark wrote to us saying how much she liked them. They make them aware of what is happening around them. It is surprising how vigilant the political forces are in this country. Ganpati Bappa More Ghya (Ganpati Bappa take more). "We had the option of being sweet and playing it safe." says Sylvester daCunha. They said if they didn't take down the ads they would stop supplying Amul butter on the plane." says Rahul daCunha. Then there was the time when the Amul girl was shown wearing the Gandhi cap. "The ." Despite some of the negative reactions that the ads have got. They have to say something. Even when the Enron ads (Enr On Or Off) were running.n Airlines one really angered the authorities. A fine balance had to be struck. Amul's little joke on Hussain had the artist ringing the daCunhas up to request them for a blow up of the ad. they couldn't have anyone not taking that seriously. So ultimately we discontinued the ad. Heroine Addiction. "We ran a couple of ads that created quite a furore. aren't they? My grandchildren are already beginning to realise that these ads are not just a source of amusement. We have a campaign that is strong enough to make a statement. DaCunhas have made it a policy not to play it safe.
KOPPAL 28-A .ns do have a sense of humour. It is pure and simple. . afterall. Where does Amul's magic actually lie? Many believe that the charm lies in the catchy lines." says Rahul daCunha in amused tones.A Project on MTR Ready to Eat Products found it so funny. From the Sixties to the Nineties. the Amul ads have come a long way. They don't pander to your nationality or certain sentiments. That we laugh because the humour is what anybody would enjoy. everyday fun. While most people agree that the Amul ads were at their peak in the Eighties they still maintain that the Amul ads continue to tease a laughter out of them. MILLENIUM INSTITUTE OF MANAGEMENT.
Delicious Chocolate taste MILLENIUM INSTITUTE OF MANAGEMENT.A Project on MTR Ready to Eat Products Product range Check out this vast and ever-growing range of 'tasteful' Amul delectables! "Please click here to download the latest PRODUCT DETAILER". low Cholesterol Bread Spread Milk Drinks Amul Kool Millk Shaake Amul Kool Amul Kool Cafe Kool Koko A delight to Chocolate Lovers. Bread Spreads Amul Butter Utterly Butterly Delicious Delicious Table Margarine The Delicious way to eat healthy Amul Lite Low fat. KOPPAL 28-A .
KOPPAL 28-A Sagar Tea Whitener Coffee Amul Instant Full Cream Milk Powder A dairy in your home . Mother's Milk is Best for your baby Sagar Skimmed Milk Powder Which is especially useful for diet preparations or for use by people on low MILLENIUM INSTITUTE OF MANAGEMENT.A Project on MTR Ready to Eat Products Nutramul Energy Drink A drink for Kids provides suit the energy needs to of Amul Kool Chocolate Milk growing Kids Amul Kool Flavoured Bottled Milk Amul Masti Spiced Buttermilk Amul introduces the Best Thirst Quenching Drink Amul Kool Flavoured Tetra Pack Amul Kool Thandai Powder Milk Amul Spray Infant Milk Food Still.
Amulya Dairy Whitener The Richest. Amul Taaza Double Toned Milk Amul Lite Slim and Trim Milk Amul Gold Milk Amul Fresh Cream Amul Shakti Toned Milk Amul Calci+ Cheese MILLENIUM INSTITUTE OF MANAGEMENT.A Project on MTR Ready to Eat Products calorie and high protein diet. KOPPAL 28-A . Purest Dairy Whitener Fresh Milk Amul Fresh Milk This is the most hygienic milk available in the market. Pasteurised in state-of-the-art processing plants and pouch-packed for convenience.
has a sweetdry flavour and hazelnut aroma Gouda Cheese Amul Pizza Mozzarella Cheese Pizza cheese. White to creamy color with a pleasant taste.Free flowing and smooth texture.A Project on MTR Ready to Eat Products Amul Pasteurised Processed Cheese 100% Vegetarian Cheese made from microbial rennet Amul Cheese Spreads Tasty Cheese Spreads in 3 great flavours. Desserts MILLENIUM INSTITUTE OF MANAGEMENT.makes great tasting pizzas! For Cooking Amul / Sagar Pure Ghee Made from fresh cream.. Amul Malai Paneer Ready to cook paneer to make your favourite recipes! Mithai Mate Sweetened Condensed Milk . KOPPAL 28-A Masti Dahi Utterly Delicious Pizza Cooking Butter . Amul Emmental Cheese The Great Swiss Cheese from Amul.. Has typical rich aroma and granular texture.. An ethnic product made by dairies with decades of experience.
Health Drink Nutramul Malted Milk Food made from malt extract has the highest protein content among all the brown beverage powders sold in .. Amul Lassee Amul Basundi Amul Chocolates The perfect gift for someone you love.best served piping hot.. Amul Shakti Health Food Drink Available in KesarAlmond and Chocolate flavours. anytime. MILLENIUM INSTITUTE OF MANAGEMENT.. Amul Mithaee Gulab Jamuns Pure Khoya Gulab Jamums.A Project on MTR Ready to Eat Products Amul Ice Creams Premium Ice Cream made in various varieties and flavours with dry fruits and nuts. KOPPAL 28-A . Amul Shrikhand A delicious treat.
A Project on MTR Ready to Eat Products MILLENIUM INSTITUTE OF MANAGEMENT. KOPPAL 28-A .
A Project on MTR Ready to Eat Products MILLENIUM INSTITUTE OF MANAGEMENT. KOPPAL 28-A .
hence they are unable to give the smooth taste and flavour which only an ice cream can give. Ice-cream Ice Cream is made from fresh milk. Ice Creams are a complete food. easy to digest and full of energy. In frozen desserts milk fat is replaced with vegetable oil. Ice creams are rich in protein. dairy cream and vitamins. MILLENIUM INSTITUTE OF MANAGEMENT. The base of the frozen dessert can be any sort of vegetable oil which is quite inexpensive.A Project on MTR Ready to Eat Products Why pick amul ice cream Desserts Frozen Desserts are generally made from vegetable oils / fats. calcium. Awards and certificates ISO 9000-HACCP certified plants : All Amul Ice Cream plants are ISO 9000-HACCP certified. Amul is in the process of getting ISO 22000 (Improved version) certification for all its plants. KOPPAL 28-A .
it has gone to win one of the world’s most prestigious awards – The International Dairy Federation Marketing Award (2007) for Amul pro-biotic ice-cream launch.n organization to receive the 2007 IDF Marketing Award which covered three categories – Nutri-marketing. at Dublin. GCMMF. Innovation and Marketing Communication. KOPPAL 28-A .’s topmost brand. a bimonthly consumer magazine published by Consumer Research and Education Society (CERS) based at Ahmedabad. According to Shri B. Vyas. where we have waterborne diseases like diarrhoea. Managing Director. and these campaigns have demonstrated the ability of well planned and executed marketing investments. Jim Begg the IDF President commented “These campaigns are excellent examples of best practise in branded and generic marketing from around the world. 2002).04 that Amul provides the best Value For Money as far as price is concerned. They also mentioned the difference between Ice Cream and Frozen Dessert in their article as Amul is using milk fat in ice cream and some competitors are using vegetable fat in their ice creams. We were the first in the country to introduce pro- MILLENIUM INSTITUTE OF MANAGEMENT. Announcing the award on October 03. In markets around the world that are volatile and highly competitive.03. Best Value for Money brand : Voluntary Organization in Interest of Consumer Education (VOICE).A Project on MTR Ready to Eat Products No.” GCMMF is the first and the only . 1 Award At World Dairy Summit It’s another triumph for brand Amul. “We launched Amul Pro-biotic Ice-cream as well as Amul Pro-biotic Sugar Free Ice-cream. 1 in Quality : Amul is ranked No. After emerging as . a consumer organization based in Delhi said in an article published in Deccan Herald. Amul Pro-biotic Ice-cream received the award in the Nutrimarketing category.1 ice cream in quality by “INSIGHT” (MayJune. The product was launched with this in view. In a country like . Bangalore edition dated 16. due to the constraints of cold chain which is a pre-requisite for ice-cream distribution. Amul Pro-Biotic Ice-cream Gets No. dairy products have a role in health balanced diets. eating a spoonful or two of pro-biotic ice-cream would keep the family healthy and strong. M. Ireland on the occasion of the World Dairy Summit. Mr.
They also help in the prevention of formation and growth of colon cancer.A Project on MTR Ready to Eat Products biotic ice-cream and pro-biotic sugar free ice-cream. for the first time in . They improve the immune system. when administered in adequate amounts.conscious and diabetic. confer a beneficial health effect on the host. In order to educate consumers and trade about the benefits of Pro-biotic ice. We are happy that our efforts have been globally recognized by bestowing the prestigious IDF Marketing Award’. GCMMF was the first organization in the country to launch Pro-biotic food. GCMMF ran extensive advertising and direct marketing campaigns during the year KARNATAKA DEPOTS: WORKING MEMBER: MILLENIUM INSTITUTE OF MANAGEMENT. build stronger bones and are effective in controlling travelers’ diarrhoea. KOPPAL 28-A . In January 2007. They help in digestion.cream. especially of milk sugar (lactose). and the world GCMMF introduced the Amul range of Pro-biotic and sugar free ice-creams aimed at the health. Probiotics are live beneficial culture which.
A Project on MTR Ready to Eat Products Asst sales manager. one cold room. In this Ice cream sale is about 20 lac per month. one freezer. Main objectives: Sales and sales monitoring. Sale: Sale of this depot is average 1. Departmental Study There are various Departments in the organization and they are as follows MILLENIUM INSTITUTE OF MANAGEMENT. Conditions for distributor they must have Financial sound. Depots In charge (one member) Main Account In charge (one member) Account In charge (one member) Sales representatives (three member). and aggressive sales persons. To target reach. one distribution vehicle. KOPPAL 28-A .5 crore per month. This depot will cover all North Karnataka 48 distributors are they for dairy product 11 distributors are they for Ice cream Product. Selecting Distributor: First they will do market survey after that only distributor was selected.
00. The final accounting reports are submitted. The accounting procedure is based on the usual accounting principals. The daybook with cash & bank columns are maintained. It also maintains the journal. (Currently its sales is 20 lac per month). Most of the accounting work is done on the computers to maintain accuracy of the accounts. Looking to the needs & wants of the customers. To streamline the marketing operation. To be responsible for consumers source and be competitive in market. ledger & subsidiary books. To maintain the day-to-day case transactions of the company. MARKETING AND SALES DEPARTMENT Marketing objectives: • • • • To increase the market share of amul. Responsibilities Marketing and Sales Asst. To achieve sales of Ice cream up to 1. Looking to the marketing changes. 28-A MILLENIUM INSTITUTE OF MANAGEMENT. Closing of the accounts is done on 31st of March every year.000 Corers per month. Manager: • • • • • Making advertisement of the product. At the end of the accounting period trading account. KOPPAL . Expand the market.A Project on MTR Ready to Eat Products 1) Accounts Department 2) Marketing and sales Department ACCOUNTS DEPARTMENT: To the management the company auditors do final auditing. profit & loss account & balance sheet is prepared to ascertain the profit or loss made by the company in that particular year. Sending the report about the market environment to the top management. In this department the financial accounts of the companies transactions are properly maintained.
Certificate of leadership in Rs / Liter Ice cream sales performance Karnataka Depot for all . During “2004-2005”. best in wet Go down house keeping. The company is not directly involved in marketing to final consumers but the product is sent to the depots. Achievements: • • • T Q M certificate of leadership for Karnataka Depot for best depot customer satisfaction. 3rd best during “2005-2006”. MILLENIUM INSTITUTE OF MANAGEMENT.A Project on MTR Ready to Eat Products • • • Day to day supply the Ice cream product to the market or agent Sending the report of the sales to the tope management. During “1999-2000”. These distributors / depots are involved in marketing or selling the product . T Q M certificate of leadership in house keeping Karnataka Depot For all . KOPPAL 28-A .
MILLENIUM INSTITUTE OF MANAGEMENT. recommendations may not be applicable other .com www.com LIMITATIONS The research was conducted in Karnataka . b) Sources of data The major source of secondary or supporting data is company web site. a) Research Design: the type of study is Explanatory. so analysis and . www.amuldairy.A Project on MTR Ready to Eat Products RESEARCH METHODOLOGY It refers to the method used to conduct the study and analysis of data. KOPPAL 28-A only.amul. Sample size was 25+25=50 I feel this small size cannot represent the whole city.
It is conducted in open market. All experienced things can’t be put on paper. KOPPAL 28-A . Because of the busy schedule respondents may not have answered properly which may not hold true in case they would have been given lot of time to answer.A Project on MTR Ready to Eat Products Some respondent refused to participate in the survey and that in turn may have affected the result of the study. MILLENIUM INSTITUTE OF MANAGEMENT. Findings * Retailers are not interested because they don’t have storage facility but if company provides them such facility they will be sale Amul milk. things tend to change rapidly.
*All retailers were familiar with sales promotion activities undertaken by Amul. *All retailers get Amul milk from company selected distributors. *Retailers were selling different brands. *Measurable amount of retailers were not happy with the distributors. *Retailers also demand for the replacements for the damage due to the spoilage of milk that they have to bear when the Amul milk gets spoiled after the purchase. * When question came to retailers ratings towards Amul milk rating most of the most respondents complaining about profit margin and packaging date. it is found they were not happy with margin. *I found that customers were complaining about the packaging especially packaging date because Amul do not print packaging date on pouch. thus there is one way for Amul to sustain their milk business in the market by delivering outstanding MILLENIUM INSTITUTE OF MANAGEMENT. availability and replacement of leak pouches. because of frequent change in distributors and late delivery of milk. of Co-operatives having a variety of product range has entered the market. *The 250 ml and 5 Ltr milk pouch are no available to the retailers for selling. Because they were able to receive more margin from non popularized brand that they could not from well known brands. near about 2 Lakhs and with this it is mandatory to sale only Amul products. *Some questions were asked with view to convert retailers into distributors. SUGESSTIONS Suggestions & Recommendation:The Milk products market has reached Maturity stage in . So it shows that distributors are taking the advantage of such activities. *Retailers were not interested to start APO because to start APO one required large amount investment i. so most of the retailers did not show interest in APO. but due to low margin they denied that. why retailers are not interested in selling of Amul milk. large no. But more of the activities were not communicated by distributors. *During campaign it is found that the mindset of consumers towards Chitale milk is very high and hence it has become a milk maket player. As from the sales chart it is clear that the sales of Chitale pouch milk is 50% more then Amul pouch milk. *On question. KOPPAL 28-A .A Project on MTR Ready to Eat Products *Because of low profit margin almost all retailers are not interested in Amul milk selling.e.
The Amul Butter Girl in order to gain a good position in the mind of customers. * Though the customers are asking for Branded milk is very few but Amul should invest more money in Brand promotion and marketing in Pune. * Amul has a relatively good distribution network. * For Brand promotion and marketing of Amul milk in Pune it should introduce a mascot for the Amul milk as it already has for Amul Butter i. but still company is not able to fulfill the demand of outlet in the peak season when demand is very high. * Provide reasonable Margin to retailers as compared to competitors.A Project on MTR Ready to Eat Products satisfaction to their retailers. * Incentives & schemes should be given to the retailers and some scrutiny should be follow to check the scheme get being communicated properly by distributors or sales person. so that they can take interest in selling of Amul milk products. This will also help in easy Brand differentiation and Recognition. which help to retailer think to start. it will be beneficial for the company in the long run as well as in the short run. because lower income family has intention to buy small pouch milk. * Do not change distributor frequently. * Provide consistent service to retailers as this will help gain company goodwill in the market. * Try to minimize bank deposits for APO. this motivates them to promote company’s milk and milk products. Here company should consider on the supply of product in the peak season. * Supply should be regular to all the outlets including those that lie in the pocket roads and not just in the outlets which lie on the easily accessible routes. * Improve delivery schedule to provide products on time for the retailers about who claimed that Amul milk is not available to them on time. KOPPAL 28-A . * 250 ml milk pouch should make available to retailers for selling. because he is the only person who act as a connecting link between company and retailers. * Do not place more than one distributor in same market area.e. This can be done as follows * Company should start printing packaging date on milk pouch. CONCLUSION MILLENIUM INSTITUTE OF MANAGEMENT.
Dhruv Grewal. retailer behavior and customer perception towards slow moving flavors. KOPPAL 28-A . BIBLIOGRAPHY Book referred.com MILLENIUM INSTITUTE OF MANAGEMENT.com www.amuldairy.wikipedia. • • Marketing research by A Parasurama. Some of the flavors of amul are moving slow in the market because of lack of awareness of these products among the customers.com www. . their position in market and how the customers perceive about their company.A Project on MTR Ready to Eat Products This survey has helped me to understand about Amul company and their products in Karnataka. R Krishna. During the project I came to know about differs promotions of Amul..scribd.com www. Websites referred.amul. www. Amul has good brand image in the minds of the customers as well as retailers but due to lack of supply of ice creams the retailers and customers are switching to other brands.