Professional Documents
Culture Documents
SUMMER TRAINING PROJECT REPORT ON AMUL Tarun
SUMMER TRAINING PROJECT REPORT ON AMUL Tarun
SUMMER TRAINING PROJECT REPORT ON AMUL Tarun
A PROJECT REPORT
ON
BY
CHANDRAJ PANDYA
(2005 07)
(1 MAY TO 30TH JUNE, 2006)
ST
2
3
PREFACE
4
ACKNOWLEDGEMENT
With immense pleasure, I would like to present this project report for
Kaira District Co-operative Milk Producers Union Ltd.,
Anand. It has been an enriching experience for me to undergo my
summer training at AMUL, which would not have possible without
the goodwill and support of the people around. As a student of
INSTITUTE OF RURAL MANAGEMENT I would like to express my
sincere thanks too all those who helped me during my practical
training programme.
As we know research work needs hard work, keen insight and long
patience with scholarly vision based on content operation hence it
becomes a humble duty to express my sincere gratitude to Mr.
Dalveer Singh, Production incharge, and Mr. H.B Ramgadhia of
chocolate plant at MOGAR.
5
Date : 30TH June, 2006 CHANDRAJ
PANDYA Place : Anand (GUJRAT)
PGDBM
Duration : 1ST May to 30th June, 2006 SEM II
CONTENTS
2. Marketing Research 17
3. Research Design 21
4. Limitations 45
5. My Findings 46
6. Suggestions 47
7. Conclusion 48
8. Bibliography 49
6
ANAND MILK UNION LIMITED
7
INTRODUCTION AND HISTORY
In the year 1946 the first milk union was established. This
union was started with 250 liters of milk per day. In the year 1955
AMUL was established. In the year 1946 the union was known as
KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS UNION.
This union selected the brand name AMUL in 1955.
In the early 40s, the main sources of earning for the farmers of
Kaira district were farming and selling of milk. That time there was
high demand for milk in Bombay. The main supplier of the milk was
Polson dairy limited, which was a privately owned company and
held monopoly over the supply of milk at Bombay from the Kaira
district. This system leads to exploitation of poor and illiterates
farmers by the private traders. The traders used to beside the prices
of milk and the farmers were forced to accept it without uttering a
single word.
8
However, when the exploitation became intolerable, the
farmers were frustrated. They collectively appealed to Sardar
Vallabhbhai Patel, who was a leading activist in the freedom
movement. Sardar Patel advised the farmers to sell the milk on their
own by establishing a co-operative union, Instead of supplying milk
to private traders. Sardar Patel sent the farmers to Shri Morarji
Desai in order to gain his co-operation and help. Shri Desai held a
meeting at Samarkha village near Anand, on 4th January 1946. He
advised the farmers to form a society for collection of the milk.
9
However, the govt. did not seem to help farmers by any means.
It gave the negative response by turning down the demand for the
milk. To respond to this action of govt., the farmers of Kaira district
went on a milk strike. For 15 whole days not a single drop of milk
was sold to the traders. As a result the Bombay milk scheme was
severely affected. The milk commissioner of Bombay then visited
Anand to assess the situation. Having seemed the condition, he
decided to fulfill the farmers demand.
10
At the initial stage only 250 liters of milk was collected
everyday. But with the growing awareness of the benefits of the
cooperativeness, the collection of milk increased. Today Amul collect
11 lakhs liters of milk everyday. Since milk was a perishable
commodity it becomes difficult to preserve milk flora longer period.
Besides when the milk was to be collected from the far places, there
was a fear of spoiling of milk. To overcome this problem the union
thought out to develop the chilling unit at various junctions, which
would collect the milk and could chill it, so as to preserve it for a
longer period. Thus, today Amul has more than 150 chilling
centers in various villages. Milk is collected from almost 1073
societies.
With the financial help from UNICEF, assistance from the govt.
of New Zealand under the Colombo plan, of Rs. 50 millions for
factory to manufacture milk powder and butter was planned.
Dr.Rajendra Prasad, the president of India laid the foundation on
November 15, 1954. Shri Pandit Jawaharlal Nehru, the prime
minister of India declared it open at Amul dairy on November 20,
1955.
11
PEOPLE POWER: AMUL'S SECRET OF SUCCESS
12
Provide a support system to the milk producers without
disturbing their agro-economic systems,
Plough back the profits, by prudent use of men, material and
machines, in the rural sector for the common good and
betterment of the member producers and
13
Plants
14
Third plant is at Kanjari, which produces cattelfeed.
15
Today, twelve dairies are producing different products under the
brand name Amul. Today Amul dairy is no. 1 dairy in Asia and no. 2
in the world, which is matter of proud for Gujarat and whole India.
16
BOARD MEMBERS
17
MARKETING RESEARCH
DEFINITION
18
(1) Define the problem and its objectives :- This
includes an effective job in planning and designing a
research project that will provide the needed information. It
also includes the establishment of a general framework of
major marketing elements such as the industry elements,
competitive elements, marketing elements and company
elements.
19
(4) Decide Research methods for collecting data :-
If it is
found that the secondary data cannot be of much use,
collection of
primary data become necessary. Three widely used methods
of
gathering primary data are
A) Survey
B) Observation
C) Experimentation
20
a) Preparation of questionnaire
b) Presetting of questionnaire
c) Planning of the sample
21
RESEARCH DESIGN
1. RESEARCH PROBLEM
22
2. RESEARCH OBJECTIVES & related sub objectives
23
3. Information requirement
24
As Amul chocolate advertisements are mainly done through
hoardings but on television the advertisement is being
telecasted timely and on the proper time or not.
25
Composition:
Milk Fat 2%
Sugar 55%
Total Fat 32.33%
(Milk Fat + Cocoa Fat)
EXPLORATORY RESEARCH
CONCLUSIVE RESEARCH
26
Conclusive studies attempts to determine the frequency with which
something occurs or the relationship between two phenomenons.
Usually conclusive studies assume certain under underlying
characteristics of the market or have some precise statement of
research questions/hypothesis.
If one wants to know what type of dentifrice people use, what they
think of, television commercials, or why they buy particular brands
of cars, the natural procedure is to ask them. Thus, the
questionnaire method has come to be the more widely used of the
two data collection method. Many consumers are now familiar with
the telephone caller who greets them with We are making a
survey, and then proceeds to ask a series of questions. Some
interviews are conducted in person, others by telephone, and others
by mail. Each of these has its special advantages and disadvantages
and limitations. The questionnaire method in general, however, has
a number of pervasive advantages and disadvantages. Discussion of
particular variations will be more meaningful if these characteristics
of the general methods are brought out first.
Dicthomus
In this type respondents are free to answer in their own words and
express the ideas they think are relevant, such questions are good
as first questions or opening questions. They introduce the subject
and obtain general reaction.
DICTHOMUS:
These are the questions which are Boolean in nature. These answers
are straightforward and respondents have to answer them in a
straight way. That means the answer can only be either Yes or No.
28
6. SAMPLING TECHNIQUE USED & SAMPLE SIZE - WHY?
29
The non structured techniques for attitude measurement are
primarily of value in exploratory studies, where the researcher is
looking for the salient attributes of given products and the important
factors surrounding purchase decisions as seen by the consumer.
Structured techniques can provide a more objective measurement
system, one which is more comparable to a scale or a yardstick. The
term scaling has been applied to the efforts to measure attitudes
objectively, and a number of useful scales have been developed.
SAMPLING METHODS
CLUSTER SAMPLING
Here the whole area is divided into some geographical area and a
definite number of consumers were to be surveyed.
CONVINIENCE SAMPLING
30
This type of sampling is chosen purely on the basis of convenience
and according to convenience.I visited Garden, Parks, Temple,
Superstores, Theatres and Gymnasium.
SAMPLING
31
4. Method : Direct interview through
questionnaire.
32
I visited as many respondents as I can and asked them their
real likings about any chocolate and also got an idea, How a
chocolate should be?
33
Advertising is a paid form of non-personal
presentation and promotion of ideas, goods or
services by an identified sponsor.
Branded 92 %
Non branded 08%
34
INFERENCE
Children 34 %
Teenager 33 %
Young 26 %
Old 07 %
35
CHOCOLATE USERS
7%
0%
34% Children
26%
Teenager
Young
Old
33%
INFERENCE
Cookies 14%
Bar 60%
Wafer 20%
Other 06%
36
INFERENCE
The above diagram suggest that the most preferred form is bar i.e.
60%, followed by wafer i.e. 20%, Cookies are all time favorites with
14% while other forms are preferred to the extent of 6%.
37
STAR 100
ZEE 15
SONY 30
CARTOON 30
Others 25
INFERENCE
Mostly people like STAR channel. This channel is very popular among
all the age group people. SONY & CARTOON channels are also
popular but not as STAR. In other channels sports and news channels
are preferred. CARTOON channel is specially preferred by children.
So it will be more beneficial top give advertisements on STAR &
CARTOON channels, it covers all the age groups.
38
Timings _____________
5 to 8 pm 33 %
8 to 11 pm 37 %
Late Night 10 %
Morning 15 %
Afternoon 05 %
TIMING PREFERENCE
5%
15% 5 to 8pm
33%
8 to 11pm
10% Late night
Morning
After noon
37%
INFERENCE
From the survey it was found that 37% of the respondents likes to
watch T.V. after 8 pm to 11 pm. Because Mostly people belong to
service class & females in the families got their work by this time. At
5 to 8 pm 33% respondents in which especially children watch
cartoon channel & etc. so it is good to advertise on preferred
channels on these timings.
39
Television 67 %
Hoardings 17 %
Newspapers 08 %
Magazines 05 %
Others (Mention) 03 %
3%
5%
8% Television
0%
Hoardings
17% Newspapers
Megazines
67%
Others
INFERENCE
40
Brand ambassador 60
Jingles 30
Comedy 45
Music 40
Emotions 20
Others (Mention) 05
INFERENCE
INFERENCE
The chart shows that 90% respondents have tasted Amul Chocolate,
while still 10% have not tried Amul Chocolates.
Amul must use proper techniques in order to cater the needs of
every common man.
INFERENCE
INFERENCE
We can clearly gauge from the pie chart that Cadbury being on the
top slot with 58% market share dominates the chocolate market,
followed by Nestle with 28% share, whereas Amul have only 13%
market share and thus lags behind.
Frequency of purchase
17% Daily
48% Weekly
22% Fortnightly
13% Occasionally
INFERENCE
45
ATTRIBUTE POOR AVERAGE GOOD EXCELLENT
LIMITATIONS
46
Limited time available for interviewing the respondents. As a
result of this it was not possible to gather full information about
the respondents.
47
MY FINDINGS
During the survey it was found that still there are 10% people
who have not tasted Amul Chocolate.
I find the main thing is that Amul brand name has very good
image in consumers mind and they consider it as Pure &
Good Product.
SUGGESTIONS
48
In order to maintain and increase the sales in the city of
Ahmedabad, the following recommendations regarding Amul
Chocolates; particularly regarding advertisement, distribution,
promotional policies, etc, are hereby suggested:
49
Advertisement can be done with the help of animations that
attracts children and teenagers because chocolates are
consumed largely in this segment.
Mix Fruit
Pineapple
Elaichi
Coffee
Strawberry
Banana
Mango
CONCLUSION
50
As we know that Amul is very big organization and
market leader in dairy products. It has maximum market share in
Milk, Butter and Cheese, which are its main/core products. As we
know Amul is a co-operative organisaion but chocolate industry is a
profitable industry we cant ignore it. With the help of research,
company can find out its week points in chocolate product and can
increase its market share through rectify mistakes. People have
believed in Amuls product and they will accept its chocolates also
if effective actions were taken.
51
BIBLIOGRAPHY
1. www.amul.com
2. www.amuldairy.com
3. www.google.com
4. www.marketresearch.com
5. www.dairy.com
6. Research Methodology. ( Harper W.Boyd, C. R. Kothari )
52
APPENDIX
QUESTIONNAIRE
53
[7] Which advertisement you like the most?
_______________
PRICE
SWEETNESS
PACKAGING
SOFTNESS
SCHEMES
AVAILABILIT
Y
54
[13] Which Chocolate do you like most?
AMUL ____________
CADBURY ____________
NESTLE ____________
PERFETTI ____________
OTHERS ____________
NAME: ___________
AGE: ___________
THANK YOU
_________________
______________
____________
55
56