1.

TITLE OF THE PROJECT

“ THE REQUIRMENT ANALYSIS OF AMUL’S PRODUCTS

IN NAGPUR CITY WITH SPECIAL REFERENCE TO
CATERING SERVICES.”

2. INTRODUCTION

Amul was formally registered on December 14, 1946. The brand name
Amul, sourced from the Sanskrit word Amoolya, means priceless. It was
suggested by a quality control expert in Anand. Some cite the origin as
an acronym to (Anand Milk Producers Union Limited).

The Amul revolution was started as awareness among the farmers. It

grew and matured into a protest movement that was channeled
towards economic prosperity.

Situation of farmers:-

Over five decades ago, the life of an average farmer in Kheda District
was very much like that of his/her counterpart anywhere else in India.
His/her income was derived almost entirely from seasonal crops. The
income from milk buffaloes was undependable. Milk producers had to
travel long distances to deliver milk to the only dairy, the Polson Dairy
in Anand – often milk went sour, especially in the summer season, as
producers had to physically carry milk in individual containers. Private
traders and middlemen controlled the marketing and distribution
system for the milk. These middlemen decided the prices and the off-
take from the farmers by the season. As milk is perishable, farmers
were compelled to sell it for whatever they were offered. Often, they
had to sell cream and ghee at throw-away prices. In this situation, the
private trader made a killing. Moreover, the government at that time
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had given monopoly rights to Polson Dairy (around that time Polson
was the most well known butter brand in the country) to collect milk
from Anand and supply to Bombay city in turn (about 400 kilometers
away).

India ranked nowhere amongst milk producing countries in the world in

1946. Gradually, the realization dawned on the farmers with inspiration
from then nationalist leaders Sardar Vallabhbhai Patel (who later
became the first Home Minister of free India) and Morarji Desai (who
later become the Prime Minister of India) and local farmer, freedom
fighter and social worker Tribhuvandas Patel, that the exploitation by
the trader could be checked only if they marketed their milk
themselves. Amul was the result of the realization that they could pool
up their milk and work as a cooperative.

History & Origin of Amul:

Formed in 1946, Amul began the dairy cooperative movement in India

and formed an apex cooperative organization, Gujarat Co-operative
Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned
by some 2.2 million milk producers in Gujarat, India. Its products,
including milk powders, liquid milk, flavoured milk (Amul Kool),
Sweetened Condensed Milk, butter, ghee, cheese, chocolate, ice
cream, pizza, paneer, shrikhand, Cream, Mithaee, Amul Masti Dahi and
the Amul shakti & Nutramul brand of Health food drink are widely used
throughout India and abroad and have made Amul the largest food
brand in India today with an annual turnover of some Rs 30 Billion ($US
600 million) per annum.

The primary goal of Dr. V. Kurien, Chairman GCMMF, the "Milk Man of
India", has been to build a strong Indian society economically through
an innovative cooperative network, to provide quality service and

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 products to end-consumers and good returns to the farmer members.
Dr. Kurien states, "We have traversed a path that few have dared to.
We are continuing on a Path that still fewer have the courage to follow.
We must pursue a path that even fewer can dream to pursue. Yet, we
must. We hold in trust the aims and aspirations of millions of our
countrymen."

Amul 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. What's more, it does
not disturb the agro-system of the farmers. It also enables the
consumer an access to high quality milk and milk products. Contrary to
the traditional system, when the profit of the business was cornered by
the middlemen, 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, the following features

make it a pattern and model for emulation elsewhere.

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. Bring at the command of the rural Milk producers the
best of the technology and harness its fruit for betterment.

 Provide a support system to the Milk producers without disturbing their

agro-economic systems.

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 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.

 Even though, growing with time and on scale, it has remained with the
smallest producer members. In that sense, Amul is an example par
excellence, of an intervention for rural change.

The Union looks after policy formulation, processing and marketing of

Milk, provision of technical inputs to enhance Milk yield of animals, the
artificial insemination service, veterinary care, better feeds and the like
- all through the village societies. Basically the union and cooperation
of people brought Amul into fame i.e. AMUL (ANAND MILK UNION
LIMITED), a name which suggest THE TASTE OF INDIA.

Amul (Anand Milk union ltd.) is based on four hands, which are
coordinated with each other. The actual meaning of this symbol is co-
ordination of four hands of different people by whom this union is at
the top position in Asia.

 First hand is of farmers, without whom the organization would not have
existed.
 Second hand is of processors, who process the row material (Milk) into
finished goods.
 Third hand is of marketer, without whom the product would have not
reached the customers.
 Fourth hand is of customers, without whom the products would have
not carried on.

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3. DISTRIBUTION NETWORK & PRODUCT PROFILE OF
AMUL:
Most producers work with marketing intermediaries to bring their
products to market. The marketing intermediaries make up a
marketing channel also called distribution channel. Distribution
channels are sets of interdependent organizations involved in the
process of making a product or service available for use or
consumption.

The Head Office of GCMMF is located at Anand. The entire market is

divided in 5 zones. The zonal offices are located at Ahmedabad,
Mumbai, New Delhi, Kolkata and Chennai. Moreover there are 49
Depots located across the country and GCMMF caters to 37 Export
markets.

A zero level of channel also called a direct marketing channel consists

of a manufacturer selling directly to the final customers. A one level
channel; contains one selling intermediary such as retailer to the final
customers. A two level channel two intermediaries are typically
wholesaler and retailer. A three level channel are typically wholesaler,
retailer and jobber in between.

GCMMF has an excellent distribution. It is its distribution channel,

which has made it so popular. GCMMF‟s products like Milk and Milk
products are perishable. It becomes that much important for them to
have a good distribution.

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We can see from above figure that GCMMF distribution channel is
simple and clear. The products change hands for three times before it
reaches to the final consumer. First of all the products are stored at the
Agents end who are mere facilitators in the network. Then the products
are sold to wholesale dealers who then sell to retailers and then the
product finally reaches the consumers.

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 List of Products Marketed:

Breadspreads:

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)

Utterly Delicious Pizza

Mithaee Range (Ethnic sweets):

Amul Shrikhand (Mango, Saffron, Almond Pistachio, Cardamom)

Amul Amrakhand

Amul Mithaee Gulabjamuns

Amul Mithaee Gulabjamun Mix

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Amul Mithaee Kulfi Mix

Avsar Ladoos

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4. RATIONALE BEHIND CHOOSING THIS TOPIC
Managers are always curious about the position of their company’s
products in the market which largely depend upon the company’s
goodwill, and the position of their brand. In order to maximize the sale
and profit, company must deliver outstanding satisfaction to the
retailers, wholesaler & customers. So market survey of retailers,
wholesalers & customers, chart out the position of the company as
compared to the competitors.

In this study researcher try to find market share of Amul products also
researcher discover out potential customers in catering services. This
study tries to find the caterers are satisfied with company’s distribution
network.

This study will help the organization to find out the market share and
potential customer in catering service.

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5. RESEARCH METHODOLOGY
Research Methodology is a way of systematically solving the research
problems. It may be understood as a science of studying how research
is done scientifically. In it we study the various steps that are generally
adopted by a researcher in studying his research problem along with
the logic behind them.

5.1 Objectives of The Study

The aim that has been kept during the research work for the
objective to be accomplished and the aspect/ area to be covered
during the research are highlighted below:-

 To find the market share of Amul products.

 To find out potential customers in catering

services.

 To find out caterer’s satisfaction regarding Amul

brand.

 To know caterers are satisfied with company’s

distribution network.

 To identify the top caterers in Nagpur city.

5.2 Sources of Data

This study will be based on Primary and Secondary Data.

 Primary Data:

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Primary data will be collected by personal interview and filling
questionnaire from the caterers (Respondents).

 Secondary Data:
In this type the Data will be collected from books, annual Reports of
the organization are known as secondary data.

5.3 Hypothesis of the Study

A research hypothesis is a specific, clear, and testable proposition or

predictive statement about the possible outcome of a scientific
research study based on a particular property of a population, such as
presumed differences between groups on a particular variable or
relationships between variables. Specifying the research hypotheses is
one of the most important steps in planning a scientific quantitative
research study.

H0 : Caterers are not satisfied with the Distribution

network of Amul Products in Nagpur City.

H1 : Caterers are satisfied with the Distribution network

of Amul Products in Nagpur City.

5.4 Research Design

According to Pauline V Goung a research design is the logical &

systematic planning directing of a piece of research. Exploratory
Research design is using for the research purpose.

 Exploratory Research

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The proposed study is comes under Exploratory Research type of
research.

5.5 Sampling

Sampling Technique : Non probability (A non probability

sampling technique is that in which each element in the
population does not have an equal chance of getting selected)
and Probability ((A probability sampling technique is that in
which each element in the population have an equal chance of
getting selected)

Sample Size: 100 Caterer within Nagpur City.

Sampling Method : Simple Random Sampling and Snow ball

Sampling.

5.6 Universe of Study

Entire Nagpur City is the Universe of the Study.

5.7 Tools Used For Analysis

For analysis Percentage technique will be used and for presentation

Pie chart and Bar chart will be used

5.8 Limitation of the Study:

 Insufficient data provided by the caterer may lead to deferred

findings.
 The time limitation is the most important problem for collection
of various information.
 The study is limited to only Nagpur City.
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6. DATA ANALYSIS & INTERPRETATION
Data Analysis will be done after collection of Primary and

secondary data, after that interpretation of data will be

done.

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7 . CONCLUSIONS AND RECOMMENDATIONS

The conclusions drawn on the basis of data analysis shall be

presented along with the recommendations and

suggestions.

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8. CHAPTER SCHEME
EXECUTIVE SUMMARY

This Part of the Research will include an overview about the Project.

CHAPTER I :- INTRODUCTION :

This chapter deals with introduction of Company profile its Origin,

organization structure, Vision and Mission, Achievements and awards etc.
CHAPTER II :- DISTRIBUTION NETWORK & PRODUCT PROFILE
This chapter deals with Product Profile and Product Distribution Network of
amul.
CHAPTER III :- RESEARCH METHODOLOGY

This chapter will contain the research plan, Sources of data, Objectives,
Hypothesis, Sampling and Limitations etc.

CHAPTER IV :- DATA ANALYSIS AND INTERPRETATION

This chapter will include analysis and interpretation of data which will collect
during study through diagrams and charts.

CHAPTER V :- CONCLUSION

CHAPTER VI :- FINDINGS AND RECOMMENDATIONS

This will include findings along with suggestions and limitations.

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BIBLIOGRAPHY
The Source of secondary data collection will be :-

1) Books
 Research Methodology by William Zikmund
 Research Methodology by Donald R. Cooper, Pamela S.
Schindler and J. K. Sharma
 Business Research Methodology by J.K Sachdeva
 Philip Kotler - Marketing Management (Eleventh Edition)
 Rama swami - Marketing Management

2) Research Journals
3) Website

 WWW.Amul.Com

 WWW.Google.Com

 WWW.Amul.coop

 http://timesofindia.indiatimes.com/business/india-business/Amul-
achieves-turnover-of-Rs-20733-crore-in-2014 15/article
show/47284976.cms

 http://www.amul.com/m/organisation

 http://www.business standard.com/article/companies/amul-turnover-
grows-14-to-cross-rs-20k-cr-in-fy15- 115051400858_1.html

 http://www.iimahd.ernet.in/publications/data/2002-05-
06PankajChandra.pdf

 https://www.facebook.com/sanchimilk

 industryhttps://www.facebook.com/amul.coop/?fref=ts

 http://www.amul.com/m/faqs-on-amul

 http://timesofindia.indiatimes.com/city/vadodara/Amul-Dairy-
inaugurates-modernized-semenstation/articleshow/50784250.cms

The detailed Bibliography will be mentioned in

the main Thesis.

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