This action might not be possible to undo. Are you sure you want to continue?
Introduction & History: In the year 1946 the first milk union was established. This union was started with 250 litersof milk per day. In the year 1955 AMUL was established. In the year 1946 the union was known asKAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS’ UNION. This union selected the brandname AMUL in 1955.The brand name Amul means “AMULYA”. This word derived form the Sanskrit word“AMULYA” which means “PRICELESS”. A quality control expert in Anand had suggested the brand name “AMUL”. Amul products have been in use in millions of homes since 1946. AmulButter, Amul Milk Powder, Amul Ghee, Amulspray, Amul Cheese, Amul Chocolates, AmulShrikhand, Amul Ice cream, Nutramul, Amul Milk and Amulya have made Amul a leading food brand in India. (The total sale is Rs. 6 billion in 2005). Today Amul is a symbol of many things likeof the high-quality products sold at reasonable prices, of the genesis of a vast co-operative network,of the triumph of indigenous technology, of the marketing savvy of a farmers' organization. Andhave a proven model for dairy development (Generally known as “ANAND PATTERN”).In the early 40’s, the main sources of earning for the farmers of Kaira district were farmingand selling of milk. That time there was high demand for milk in Bombay. The main supplier of themilk was Polson dairy limited, which was a privately owned company and held monopoly over thesupply of milk at Bombay from the Kaira district. This system leads to exploitation of poor andilliterates’ farmers by the private traders. The traders used to beside the prices of milk and thefarmers were forced to accept it without uttering a single wordHowever, when the exploitation became intolerable, the farmers were frustrated. Theycollectively appealed to Sardar Vallabhbhai Patel, who was a leading activist in the freedommovement. 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 ShriMorarji Desai in order to gain his co-operation and help. Shri Desai held a meeting at Samarkhavillage near Anand, on 4th January 1946.
He advised the farmers to form a society for collection of the milk.These village societies would collect the milk themselves and would decide the prices atwhich they can sell the milk. The district union was also form to collect the milk from such villageco-operative societies and to sell them. It was also resolved that the Government should be asked to buy milk from the union.
23However, 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 Kairadistrict went on a milk strike. For 15 whole days not a single drop of milkwas sold to the traders. Asa result the Bombay milk scheme was severely affected. The milkcommissioner of Bombay thenvisited Anand to assess the situation. Having seemed the condition, he decided to fulfill the farmersdemand. Thus their cooperative unions were forced at the village and district level to collect and sellmilk on a cooperative basis, without the intervention of Government. Mr. Verghese Kurien showedmain interest in establishing union who was supported by Shri Tribhuvandas Patel who lead thefarmers in forming the Cooperative unions at the village level. The Kaira district milk producersunion was thus established in ANAND and was registered formally on 14th December 1946. Sincefarmers sold all the milk in Anand through a co2
But with the growingawareness of the benefits of the cooperativeness. At the initial stage only 250 liters of milk was collected every day. Milk iscollected from almost 1073 societies. the collection of milk increased. Today Amulcollect 11 lakhs liters of milk every day.operative union. the president of India laid the foundation on November 15. of New Zealand under theColombo plan. the prime minister of India declared it open at Amul dairy on November 20. 1954.Dr. 50 millions for factory to manufacture milk powder and butter was planned. Shri PanditJawaharlal Nehru.there was a fear of spoiling of milk. Besides when the milk was to be collected from the far places. Since milk was a perishable commodity it becomes difficultto preserve milk for a longer period. Thus. 3 . it was commonly resolved to sellthe milk under the brand name AMUL. assistance from the govt. With the financial help from UNICEF. today Amul has more than 150 chilling centers in various villages. so as to preserve itfor a longer period. which would collect the milk and could chill it. of Rs.Rajendra Prasad. To overcome this problem the union thought out to develop thechilling unit at various junctions. 1955.
it does not disturb the agrosystem of the farmers. Contrary to the traditional system.What's more.Amul Secret Of Success: The system succeeded mainly because it provides an assured market at remunerative pricesfor producers' milk besides acting as a channel to market the production enhancement package. 4 . the system ensured that the profit goes to the participants for their socio-economic upliftment and common good.Looking back on the path traversed by Amul. It also enables the consumer anaccess to high quality milk and milk products. the following features make it a pattern andmodel for emulation elsewhere. when the profit of the business was cornered by the middlemen.
by prudent use of men.Even though. In that sense. It's a body created by Farmers. it has remained with the smallest producer members. 5 . with specialization in marketing of food and dairy products both fresh and long life with customer focus and IT integrated. GCMMF Overview: Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food productsmarketing organisation. of an intervention for rural change.GCMMF shall also create markets for its products in neighboring countries. It is a true testimony of synergistic national development through the practice of modern management methods.10.GCMMF is a unique organisation. managed by competent professionals serving a very competitive and challenging consumer market. Amul is an example par excellence. growing with time and on scale.Plough back the profits. Vision: GCMMF will be an outstanding marketing organization. material and machines.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. 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 providingquality products which are good value for money.Bring at the command of the rural milk producers the best of the technology and harness its fruitfor betterment. Gujarat Cooperative Milk Marketing Federation Ltd (GCMMF) is the largest Organisation inFMCG industry engaged in marketing of milk & milk products under the brand names of AMULand SAGAR with an annual turnover exceeding Rs 5000 crores. The network would consist of over 100 offices.Provide a support system to the milk producers without disturbing their agro-economic systems. in the rural sector for thecommon good and betterment of the member producers. 7500 stockiest covering at least every Taluka.000 Cr and serving several cooperatives. Head quarter servicing nearly 10 lakh outlets with a turnover of Rs.
The villagers of more than 10000 villages of Gujarat are the bases of this structure. we are committed to offering quality product that provides best value for money. which provides easy way tooperation. which is a co-operativeorganization.Mission: We at GCMMF endeavor to satisfy the taste and nutritional requirements of the customer of the world through excellence in the marketing by our committed team. Village Milk Product Union Ltd. Organization Structure: Organization Structure is divided into two parts: •External Organization Structure •Internal Organization Structure External Organization Structure External Organization Structure is the organization structure that affects the organizationfrom the out side. State Level Marketing Federation District Milk Product Union Ltd. Through co-operativenetworking.They all make village milk producers union. GCMMF is unit of Gujarat Milk Marketing Federation. The structure is line relationship. It also provides better communication between two stages 6 . Villagers As we know. district level milk producers union and then a state levelmarketing federation is established.
c) Computerized milk collection system with electronic scale and computerized accountingsystem.business with pride. d)The first and only organization in world to get ISO 9000 standard for its farmers cooperatives.Internal Organization Structure Organization Structure Chart Chairman Managing Director General Manager Ass. General Manager ACHIEVEMENT: Amul :Asia‟s largest dairy co-operative was created way back in1946 to make the milk producer self-reliant and conduct milk. 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. Amul has always been thetrend setter in bringing and adapting the most modern technology to door steps to ruralfarmers.Amul is the live example of how cooperation amongst the poor marginal farmers canprovide means for the socioeconomic development of the under privileged marginalfarmers. 7 . b) Created Dairy co-operatives at village level functioning with milk collection centresowned by them. e)First to produce milk from powder from surplus milk.
Its products include pouch milk.GCMMF recorded a turnover of Rs 2. Frozen. Mauritius and Hong Kong. Almond Pistachio. Gujarat Cooperative Milk Marketing Federation (GCMMF).Then. cheese and buttermilk. After having established its presence in China. West Asian countries and Africa. is waiting to flood the Japanese market. including the US. Refrigerated and Tinned •Utterly Delicious Pizza Mithaee Range (Ethnic sweets) •Amul Shrikhand (Mango.ultra heat treated (UHT) milk. LIST OF THE AMUL PRODUCT: Bread spreads •Amul Butter •Amul Lite Low Fat Breadspread •Amul Cooking Butter Cheese Range •Amul Pasteurized Processed Cheddar Cheese •Amul Processed Cheese Spread •Amul Pizza (Mozarella) Cheese •Amul Shredded Pizza Cheese •Amul Emmental Cheese •Amul Gouda Cheese •Amul Malai Paneer (cottage cheese).922 crore last fiscal. Literally.Amul in abroad: Amul is going places. Amulproducts are already available on shelves across several countries. China. Saffron. butter. GCMMF is also looking at Sri Lanka as one of its next export destinations. ice-cream. India‟s largest milk cooperative.Australia. Cardamom) •Amul Amrakhand •Amul Mithaee Gulabjamuns •Amul Mithaee Gulabjamun Mix •Amul Mithaee Kulfi Mix •Avsar Ladoos •Amul Pure Ghee •Sagar Pure Ghee •Amul Cow Ghee 8 .
Kurien 1964: “Padmabhusan” award given to Shri T.K. R.Philippines to Shri Tribhuvandas Patel. Venkatrao to kaira union.business with pride. Kurien. Patel 1965: “Padmshri” awarded was given to V. 1987 : “Best Productivity” awarded by national productivity council for the year 1985-86 awarded toAmul dairy. by the president of India. Amul has always been the trend setter in bringing and adapting the most modern technology to door steps to rural farmers.Amul created history in following areas:First self motivated and autonomous farmers “organization comprising of more than 5000000marginal milk producers of Kaira District”. 1988: “Best Productivity” awarded for the second successive year 1986-87 by the president of India. New Delhi. Shri D N Khurody and Shri V. 1996. 1993: “ICA” Memenoto towards genuine and self sustaining cooperative worldwide ICA regionaloffice for Asia and pacific. general manager. 9 .ACHIVEMENTS AND AWARDS: Amul: Asia’s largest dairy co-operative was created way back in1946 to make the milk producer self-reliant and conduct milk.First to produce milk from powder from surplus milk. Mr.The first and only organization in world to get ISO 9000 standard for its farmers co-operatives.Magsaysay award for community leadership presented in manila. Amul is the live example of how cooperation amongst the poor marginal farmers can provide means for the socioeconomicdevelopment of the under privileged marginal farmers.Computerized milk collection system with electronic scale and computerized accounting system. AWARDS:Amul a co-operative society and its co-operation has led many different awards in its favour. Created Dairy co-operatives at village level functioning with milk collection centers owned bythem.
1999: Best of All" Rajiv Gandhi National Quality Award for the year. 1 Award At World Dairy Summit 10 . 2003: The Gujarat Co-operative Milk Marketing Federation Ltd.B.1999: G. has emerged as the top scorer inthe service category of the prestigious IMC Ramkrishna Bajaj National Quality Award.Birla award. 2007: Amul Pro-Biotic Ice-cream Gets No. 2006-07: GCMMF has bagged award for excellent performance in exports of dairy products fromAgricultural and Processed Food Exports Development Authority (APEDA). Moreover the Amul union has achieved the prestigious ISO 9001-2000 andHACCP Certificate and effects are got to obtain ISO 14000.
Amul pro consist of number of proteins vitamin and nutrients which help For immune of the child and brain development 11 .DHA and 27 essential nutrients. Most value for offering in this category.TITLE OF A PROJECT Product: Amul Pro: A quality product from Amul india’s largest food brand Better in nutrirtion and taste than competitor brands Enriched with whey proteins.
Whey protein is often referd to as “fast protein”provides quick nourishment to muscles. It is easy to digest and helps muscle building and nurturing growth.eyes and central nervous system of a child.helping your child strengthening the immunity and stay healthy. It plays an important role in the enhancing your child’s immunity by protecting it from allergies like Asthama . c)27 Essential nutrients: Amul pro contains 27 essential nutrients(proteins.vitamins and minerals) that help in boosting immune system enhance metabolism and nervous system functions helps children be mentally sharp and physically agile.They objectives are as follows a)Whey protein b)DHA c)27 Essential nutrients INTRODUCTION OF A TOPIC: a)Whey protein: Whey protein is the purset and most essential form of protein. b)DHA: Docosahexaenoic Acid (DHA) is an essential fatty acid reqired for optimal development and function of the brain. 12 .
PRODUCT INGREDIENTS: Malt Extract(42%) Milk Solids(17%) Added Sugar(32%) Caramel(150C) Cocoa Solids(2%) Vitamins. milk sale 13 .Minerals DHA SCOPE OF THE PROJECT: retail network.
complain.bosst etc. helping your child strengthening the immunity and stay healthy. The amul introduced his new product amul pro which is a brown braveges and the product is same like his competetior like bourn vita.the main reason is brand loyality and a their existing ccustomer tied up to the outlets. The most of them like bournvita.Key product attributes of Amul PRO are as follows: Whey Protein: Muscle building & Immunity Whey Protein is the purest and most essential form of protein. It plays an important role in enhancing your child’s immunity by protecting it from allergies like Asthma. Problem definition : here has been a drop in the percentage of retail outlets in mumbai where Amul hadpenetration for its products. DHA: Brain Development Docosahexaenoic Acid (DHA) is an essential fatty acid required for optimal development and function of the brain. this study is intended to find out the percentage of outletswhere penetration of Amul products exists now and find out the factors that influence thebuying decision of retailers of beverage products. It is easy to digest and helps muscle building and nurturing growth. 27 Essential Nutrients: Complete Wellness Amul PRO contains 27 essential nutrients (proteins. 14 . eyes and central nervous system of a child. vitamins and minerals) that help in boosting immune system enhance metabolism and nervous system functions and helps children be mentally sharp and physically agile. Why Protein is often referred to as “Fast Protein”. provides quick nourishment to muscles.
To generate and secure consumer awareness.Objective of the project: The main objective of the Study can be listed as follows A. B. 3) To collect the information about the competitors.Primary Objective 1. 2. 2)To find the problems faced by retailers in selling and storing.Secondary Objective 1.To organize sales promotional activities to improve milk beverages selling. 15 . To find size of retail network of Amul retailers outlet and specific areas of Mumbai city.
It can offer insights into how to take your product strategy. This was successfully done by introducing Amul Pro as a very balanced malt beverage for kids above the age 16 . and product management to the next level of performance.The Ansoff Matrix: Amul Pro The Ansoff Matrix is useful in crafting product strategy. In the case of Amul Pro Product development was the strategy that was taken into consideration. Therefore the product had to be innovated and developed than the existing competitors in the market. product marketing.
Why Protein is often referred to as “Fast Protein”. Glass Jar In the era where every competitor packages in plastic Jar. Amul Pro is packaged in the traditional Glass Jar. provides quick nourishment to muscles. Every malt beverage has essential nutrients but the below given are the differentiating factors in Amul Pro Whey Protien: Whey Protein is the purest and most essential form of protein.of 3years. Taste Taste is the driving factor for any product in the kids segment. It is easy to digest and helps muscle building and nurturing growth. eyes and central nervous system of a child.Amul Pro’s taste is developed accordingly conducive to the preferable taste of kids. It plays an important role in enhancing your child’s immunity by protecting it from allergies like Asthma. It has bit of coffee taste which differentiates it from it competitors Price Product Development also states making the product cost effective and profitable to the company as well as the consumer Priceon Amul Pro is 20 % less than of its competitors 17 . helping your child strengthening the immunity and stay healthy DHA: Brain Development Docosahexaenoic Acid (DHA) is an essential fatty acid required for optimal development and function of the brain.
which is purely vegetarian thus providing quality confidence in the minds of the customers. People are quite confident for the quality products provided by Amul. Its launch more than 50 years later 18 . 5. which covers a large area of loyal customers. The product has been launched much later than its major competitor. 6. Weaknesses: 1. 2. 4. The prices of chocolates of Nestles are comparatively cheap as compared to other companies.The company is having Indian origin thus creating feeling of oneness in the mind of the customers. It is aiming at rural segment. 3. which other companies had failed to do.SWOT ANALYSIS: Strengths: 1. Amul has its base in India with its butter and so can easily promote chocolates without fearing of loses. It manufactures only milk and milk products.
3. 4. The chocolate market is at growth stage with very less competition so by introducing new brand and intensive advertising there can be a very good scope in future.e 2. which acts as major competitors restricting their growth. whereas being a new product. The glass Jar is sometimes difficult to handle. children. 2. Packaging is not attractive so as to attract the main customers i. There is a lot of potential for growth and development as huge population stay in rural market where other companies are not targeting. 3. The major threat is from other companies who hold the majority share of consumers in Indian market i. 19 . New companies’ entering in Indian market like Fantasie fine poses lot problems for Amul. the customers ask for small packets.Being a new entrant in an already existing market. 5.e. Amul PRO is a new entrant in an established market of health drink where there are already existing huge players in the market. Amul PRO may face a huge struggle phase. There exists no brand loyalty in the market and consumers frequently shift their brands. Threats 1. hence struggle for established sales will be long.2. There are various big players in the beverage market. 6. Opportunities 1. Amul PRO is available only in half kg jar and refill pack.
both are higher than Amul PRO. Because of this competitors are gaining competitive advantage 6. There is a lot of potential for growth and development as huge population stay in rural market where other companies are not targeting. 5. already existing and we established. Amul PRO can be introduced in different flavors as well.4. 5. if effectively done will substantially increase the sales. The product i.e. 3. The beverage market is at growth stage with 20-25 % rate so by introducing new brand and intensive advertising there can be a very good scope in future. who are very difficult to replace. The competitive brand Pediasure is the biggest threat after Bournvita who has 38 vital nutrients and complain has 34 vital nutrients. 20 . 4. Opportunities: 1. There are huge players in market like Bournvita. Product awareness needs to be created which. Awareness through Social media may help extensively. Market in Mumbai Suburbs is very unstable for the product. 6. Amul PRO must be researched further to increase its nutritive value and competitive advantage. 2.
First of all the surveyor must decide that the report must be prepared according to which structure and there after a research report must be prepared. there are chances of the report being confusing and unsystematic. Eventhough normally three structures are mostly used. 21 . Second. The changes made for any one matter affects. which other matters of the report. first of all the special information and then simple information is presented. 2. Third. The design of the report must be prepared in such a way that necessary changes can be made in it. Normally this structure can be used systematically with the other structures.LITERATURE REVIEW: The report of the research can be written in different ways. the surveyor must prepare a design of the report. structure puts pressure on arranging the sequence of the events according to the time. structure considers the psychological pattern. in the same way it is necessary for the surveyor to prepare the design of the report before writing it. If it is not done. In this. In this first of all the complicated information and summaries are presented and then necessary summaries are presented and then necessary summaries and conclusions are presented in its favour. As for the civil engineer it is necessary to prepare a map of a building before its construction. Report Design: Before writing any report. First structure considers the imaginations and indicative arrangement. The design of the report is one type of map. being careful about this the sequential changes must be included in it.
The views of theabove parties were recorded in the research as per the questionnaire set by us. Thequestionnaire was different for the retailers and dealers and for the consumers there was a differentset of questionnaire. It included preparation of the questionnaire to be answered by above people for knowing the competitive position of Amul in the milk market.Dichotomous question 22 . consumers and dealers. Research Approach: The objective was to know the competitive position of Amul in the milk market thus in order to successfully conduct the research the unbiased opinion of the above parties was desirable. There were also the area maps. Question can be classified in various ways.RESEARCH METHODOLOGY: The research include meetingswith the retailers. Research Instrument: The research instrument was the structured questionnaire formulated for the respondents.Open-ended question 2. Types of Question: The second important aspect in the designing a question is to decide which types of questionare to be used. Thuswe conducted the research as the representative of Amul company and sometimes the representativesof the other company like Chitale or Katraj in order to have an unbiased opinion of the concerned persons and it worked to achieve our goal.Questionnaire contains following type information1.
AMUL PRO DATA REPORT: 23 .
2refils 6jar.2refils 1jar.6refils 1jar.vardabh nagar wadala 1.6refils 1jar.6refils 1jar.---1jar.imax wadala.2refils 1jar.6refils 6jar.6refils 1jar.sec No.imax wadala.2refils 6jar.imax wadala.2refils 6jar.2refils 1jar.sector 7 wadala.2refils 6jar. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 Khan Abu Adnan Ashok and vijay company Contact Number 989250311 932304779 24171467 9833519336 9975625720 241010510 Institute Name of the Market Bournvita Available or not (Y/N) yes yes yes yes yes yes Anuman i-islam allana institute studies wadala.imax wadala. of pieces Amul PRO placed 6jar.6refils 1jar.2refils 6jar.vardabh nagar.sector 7 sion sion sion sion sion sion sion sion sion sion sion sion Display given o yes yes no yes no no yes no no yes no no no no yes no no no yes no no yes no yes yes no no no no yes no yes no no no yes no no 98699556031 yes 24011796 yes 9022034918 9699413832 9820144746 9930510113 24046699 24048810 nill 24179026 9819601299 95945797 24187273 24100515 9172520403 9820541070 9224618190 9867870755 86552239399 29035739 9820597653 240385865 8879416226 24072562 24093971 24075311 24037803 9833297536 4078420 2401177 24074541 24091632 yes yes yes yes yes yes yes yes yes yes yes yes yes yes yes yes yes yes yes yes yes yes yes yes yes yes yes yes yes yes .6refils 1jar.2refils 24 Name of the Outlet Metro chemist Medico centre Mumbai medical star medica New Mahavir store Bikaner store new deepak store bhagwati genrl store Ambica medical store mahalaxmi general store Siddhininayak genrl store jilani medical Rajendra medical Bhagwati medical Antophill medical savera store sai&general store New moon light medical siddhart super market Aradhna sweat genrl store modern medical shakti trading Tarun medicals Alphonso medical kendra bhandar Asha pura Janta store Jakaria store Angel supermarket High land store Kapol store Ankur store Milan store Welcome dry fruit Galan goni National store sion pharmacy Sion medical Complete Address wadala antophill wadala antophill wadala antophill wadala antophill wadala antophill wadala antophill wadala 1.2refils 6jar.2refils 6jar.6refils 1jar.2refils 1jar.6refils 1jar.2refils 1jar.imax wadala antophill wadala antophill wadala antophill wadala wadala wadala wadala wadala wadala 1 wadala.2refils 1jar.2refils 1jar.6refils 3jar.6refils 6jar.2refils 1jar. No.Name of the MT Name of the Distributor Sr.2refils 1jar.vardabh nagar wadala 1.2refils 1jar.6refils 1jar.vardabh nagar wadala.sector 7 wadala.2refils 6jar.6refils 1jar.2refils 1refil 6jar.2refils 1refil 6jar.2refils 1jar.sion.
39 40 Mehta medical Mahesh medical sion sion 25271071 yes 9322353637 yes 6jar. 25 . a number of products were launched for women and kids for cognition and general well being. Lack of product differentiation in terms of ingredient usage also limits market growth. This category of health product offers immense opportunity since malted beverages are a part of every child's staple diet. In the process. in the recent past companies have focused on products for other consumer brackets as well. however. companies are increasingly spending on R&D and product development and are likely to innovate new products with broader ingredient coverage. Consumers in such markets have a conservative mindset and prefer traditional foods that are home-made over processed packaged foods for their daily nutrients and calorie requirements thus limiting the growth for such health beverages.6refils 1jar. There is a rise in consumption amongst children for improvement in concentration and memory power. However. Most of the malted health beverage products available off-the-shelf have similar nutrient profiles and the same ingredients are being experimented with.2refils yes no Challenges& Opportunities Rural reach for such products is also low due to premium pricing. Opportunities: Malted beverages have always been positioned as regular heath drinks targeted at children and the elderly population.
etc. According to Indian Council of Medical Research (ICMR). This presents good scope and opportunity for growth of these cognitive health drinks in the long term. 26 .Clinical studies suggest such malt based products can be used for not just general well being but can also be a part of post treatment nutrition in specific memory and brain disorder cases such as Alzheimer's disease. The following chart represents reported incidences of Alzheimer's disease in India. incidences of such brain disorders are on the rise in India due to extreme stress and a disrupted lifestyle in urban Indians. Schizophrenia.
com www.amulindia.google.wikipedia.REFERENCE AND BIBLOGRAPHY: www.com www.com 27 .
This action might not be possible to undo. Are you sure you want to continue?
We've moved you to where you read on your other device.
Get the full title to continue reading from where you left off, or restart the preview.