A REPORT

ON
PRE LAUNCH SURVEY OF CURD IN JAIPUR

BY ROHIT RANJAN THAKUR

GUJARAT COOPERATIVE MILK MARKETTING FEDERATION

A REPORT ON
PRE LAUNCH SURVEY OF CURD IN JAIPUR

BY
ROHIT RANJAN THAKUR

GUJARAT COOPERATIVE MARKETTING FEDERATION DATE OF SUBMISSION 15TH May 2009 AUTHORIZATION

MILK

This report is in the partial fulfillment of the requirement of MBA program of

ICFAI BUSINESS SCHOOL , JAIPUR . This is to be submitted to two
places : 1] TO FACULTY GUIDE Dr SUDHIR RAJGURU FACULTY [ IBS , JAIPUR] 2] TO COMPANY GUIDE Mr NARENDRA SINGH ASST. MANAGER AMUL ,JAIPUR

i

ACKNOWLEDGEMENT

ICFAI BUSINESS SCHOOL. As a student of ICFAI BUSINESS SCHOOL . JAIPUR for having given me the opportunity to do my project work in the organization. I would like to give my heartily gratitude to the organization guide.JAIPUR I would like to express my sincere thanks too all those who helped me during my practical training program.BHAWARand PRAVEEN SIR [sales person] and my friends for their support and constant encouragement However. Last but not least.With immense pleasure. JAIPUR for having spared his valuable time with me and for all the guidance given in executing the project as per requirements . JAIPUR. ASHOK MATHUR . and lighted my way of progress with his guidance . Assistance Manager (Sales). Anand (AMUL).. Amul India Ltd. My sincere and deepest thanks to Dr SUDHIR RAJ GURU Faculty Member. I accept the sole responsibility for any possible error of omission and would be extremely grateful to the readers of this project report if they bring such mistakes to my notice. I would like to record my deepest sense of gratitude to RATAN . the branch manager AMUL. which would not have possible without the goodwill and support of the people around.. It has been an enriching experience for me to undergo my summer training at AMUL. I would like to present this project report for Gujarat Cooperative Milk Marketing Federation Ltd. Words are insufficient to express my gratitude toward Mr. NARENDRA SINGH . Mr. ii .

This promotion strategy was further divided into four parts: A) To change the existing Amul shops to Amul shopee under scheme B) To form new retailers accompanied with Amul shopee conversion work. Consumers’ socially desirable answers make a clear difference in what they say and what actually they do. The project basic objectives is to estimate demand of Amul curd before its launch in Jaipur and promoting Amul milk in Jaipur at the same time.EXECUTIVE SUMMARY I Rohit Ranjan Thakur felt privileged to be a part of ICFAI business school . JAIPUR. C) To find dealer for Amulmilk in the walled city area and D) To find out demand of Amul milk for the dealer in walled city . I chose direct interview in the form of questionnaires to know about consumers’ preferences.. I worked on my project ie. Through this project I estimated demand of Amul curd. On the basis of these preferences I drew out the factors effecting demand of curd. My project title is the “PRE LAUNCH SURVEY OF CURD IN JAIPUR“.which gave a fair idea of curd demand to Amul.More over I estimated the demand on the basis of competitors present demand . Out of these two parts of my project I learnt two things: • • visibility is one of the area required for Amul milk to position into the people’s mind Secondly. Walled City. There were certain limitations of the project which are as follows: • • The field of study was very vast . consumer’s nature of purchase and how is it affected by their occupation or income . In the second part. As a methodology. “Pre launch Survey of Curd in Jaipur” . which is very important in marketing . I did my summer internship training in Gujarat cooperative milk marketing federation a FMCG sector company under the brand name “AMUL MILK”. Raja Park . In first part of the project I was propounded with the work of promoting Amul milk in three areas of Jaipur namely Mahesh Nagar . Amul should understand the expectations of people . It made me capable of communicating right words at the right time to the right person .

to improve the quality of products from time to time. the price of the product should be low and last but not the least the visibility andthe promotional strategy should be such that it hits people’s mind. TABLE OF CONTENTS ➢ ➢ ➢ ➢ ➢ Authorization i Acknowledgement ii Executive Summary iii Industry profile 1 Introduction of organization 7 ♦ History 9 ♦ Company profile 13 ♦ Company in Jaipur 38 . thirdly.If one wants to grow in FMCG sector one should keep the following factors in mind that the products are easily available to the consumers.

➢ ➢ ➢ ➢ ➢ ➢ ➢ Amul today Introduction of project 42 Proposed methodology 43 Survey report 43 ♦ Data collection ♦ Limitations ♦ Analysis 47 ♦ Demand estimation 68 Concepts 70 Activity done 74 Finding and suggestions 76 Conclusion ♦ 40 43 46 77 .

global collective of diverse businesses that together supply much of the food energy consumed by the world population. The food industry includes: Regulation: local. Only subsistence farmers. national and international rules and regulations for food production and sale. and industry lobbying activities . can be considered outside of the scope of the modern food industry.INDUSTRY PROFILE FOOD INDUSTRY The food industry is the complex. regional. those who survive on what they grow. including food quality and food safety.

new products. through advertising. direct-to- ADVANTAGE OF INDIA UNDER FOOD INDUSTRY: India is one of the largest food producers in the world India 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 ➢ India is looking for investment in infrastructure. etc. agricultural construction. public relations. consultancy Research and development: food technology Financial services: insurance.Education: academic. manufacture of prepared food products Marketing: promotion of generic products (e. credit Manufacturing: agrichemicals. food services independent food stores.g. packaging. vocational. Agriculture: raising of crops and livestock. farm machinery and supplies. etc Wholesale and distribution: warehousing. logistics Retail: supermarket chains and consumer. transportation. milk board). seed. packaging and marketing ➢ India 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 . restaurant. public opinion. seafood Food processing: preparation of fresh products for market.

technical and management inputs by the Ministry of Agriculture and Ministry of Food Processing Industries to turn the dairy sector into viable self-sustaining organized sector. packaged food products. bulbs. and plastic goods. changing life style. MP3 players. soft drinks. Indian production stands at 91 million tones growing at a CAGR of 4 per cent. increased number of women in workforce. Dairy product is very important part of food processing. Examples of FMCG generally include a wide range of frequently purchased consumer products such as toiletries. In the organized sector. as well as other non-durables such as glassware. rising per capita income. tissue paper. soap. This is primarily due to the initiatives taken by the Operation flood programmes in organizing milk producers into cooperatives.leading to rapid growth and new opportunities in food and beverages sector ➢ 50 per cent of household expenditure by Indians is on food items ➢ Strategic geographic location (proximity of India to markets in Europe and Far East. The organized sector (large scale dairy plants) processes about 13 million tones annually. increased literacy. and chocolate bars. consumer electronics. shaving products and detergents.➢ Rapid urbanization. while the unorganized sector processes about 22 million tones per annum. tooth cleaning products. digital . building infrastructure for milk procurement. paper products. cosmetics. FMCG may also include pharmaceuticals. South East and West Asia) ➢ Under the food industry. there are 676 dairy plants in the Cooperative. Dairy processing is acting good role in India. A subset of FMCGs are Fast Moving Consumer Electronics which include innovative electronic products such as mobile phones. About 35% of milk produced in India is processed. FMCG products are those that get replaced within a year. Private and Government sectors registered with the Government of India and the state Government FMCG Products which have a quick turnover. and relatively low cost are known as Fast Moving Consumer Goods (FMCG). Dairy Processing India ranks first in the world in terms of milk production. processing and marketing and providing financial. batteries.

It has been predicted that the FMCG market will reach to US$ 33. 62 of the top 100 brands are owned by MNCs. The middle class and the rural segments of the Indian population are the most promising market for FMCG. but the potential for growth is huge. etc. Fifteen companies own these 62 brands. White goods in FMCG refer to household electronic items such as Refrigerators. skin care. increased literacy levels. According to the study conducted by AC Nielsen. and 27 of these are owned by Hindustan Lever. and give brand makers the opportunity to convert them to branded products. GPS Systems and Laptops. Pepsi is at number three followed by Thums Up. and soft drinks are the three biggest categories in FMCG. The big firms are growing bigger and small-time companies are catching up as well. Between them. T. followed by Colgate (6). Personal care. toothpaste. The Indian Economy is surging ahead by leaps and bounds. Nirma (7). shampoos. Well-established distribution networks.cameras. cigarettes. Britannia takes the fifth place. These are figures the soft drink and cigarette companies have always shied away from revealing. as well as intense competition between the organized and unorganized segments are the characteristics of this sector. keeping pace with rapid urbanization. Indian FMCG Sector The Indian FMCG sector is the fourth largest in the economy and has a market size of US$13. FMCG in India has a strong and competitive MNC presence across the entire value chain.Vs. and the balance by Indian companies. they account for 35 of the top 100 brands THE TOP 10 COMPANIES IN FMCG SECTOR . These are replaced more frequently than other electronic products. Coca-Cola (8) and Parle (9). and rising per capita income.4 billion in 2015 from US $ billion 11.1 billion. Most of the product categories like jams. Music Systems. in India. etc. have low per capita consumption as well as low penetration level.6 in 2003.

6. Madhya Pradesh and Maharashtra. The disposable income with the farmer is higher now. Rajasthan and Maharashtra. chief executive (agri-business). 4. Haryana. rice. Spencer’s and Subhiksha procure farm commodities in bulk directly from the . Companies 1.The firm runs 180 stores and is present in Uttar Pradesh. “The FMCG growth at 25 per cent in the April-June quarter (over the corresponding period last year) is higher than earlier years. on the other hand. 5. 2. With higher prices for the produce providing the incentive. there is an increase in sales of the farm input.” said Rajesh Gupta. 7. the increased government spending and remittances from workers in urban areas have contributed to higher income. the president of DCM Shriram Consolidated-promoted Hariyali Kisaan Bazaar. oilseeds and milk have increased dramatically over the last one year. Hindustan Unilever Ltd. Punjab. 8. It has 23 stores in Uttar Pradesh. 10. ITC. ITC (Indian Tobacco Company) Nestlé India GCMMF (AMUL) Dabur India Asian Paints (India) Cadbury India Britannia Industries Procter & Gamble Hygiene and Health Care Marico Industries The growth in rural income has been better than urban income since the minimum support price for crops like wheat and paddy has been substantially hiked. These stores saw a 30 to 40 per cent growth in FMCG sales and a threefigure growth in grocery sales during the April-June quarter. Rise in food prices is not the only reason. Even prices of pulses. NO. on the one hand. 3.” said S Sivakumar. Sivakumar added that sales of agricultural inputs have done even better. Large retail players like Reliance. 9. Better prices for farm produce.S. and shortage of labour spurring the use of inputs.

which farmers used to pay. FMCG and education. Moreover. At the same time. the farm-loan waiver and debt-relief scheme. The future is set to see a further improvement in the disposable income from agriculture due to the Rs 71. a part of it is spent on apparel. which became public about four months ago. farm earnings do not attract income tax. I feel we are going through this phase. “When disposable income goes up. has also been factored into by farmers.fields and this has cut out the middle man’s commission.000-crore farm-loan waiver and increased government spending on raising the farm output through schemes. .

INTRODUCTION ORGANIZATION GCMMF: An Overview OF .

Currently Amul has 2.21 million litres per day (Total . paneer. 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.7 million 13. Amul has entered overseas markets such as Mauritius. ice cream. Its bid to enter Japanese market in 1994 had not succeeded. Hong Kong and a few South African countries.Other potential markets being considered include Sri Lanka. Risk and Policy Advisory company. gulab jamuns.2. cheese. USA.69 billion litres . chairman of the Banaskantha Union. cream. curd. basundi. Amul's product range includes milk powders. Besides India. is recognised as the man behind the success of Amul.141 milk handling 10. In January 2006. Bangladesh. which will be competing with Coca Cola's Powerade and PepsiCo's Gatorade . China. shrikhand. has assigned its highest ratings of "AAA/Stable/P1+" to the various bank facilities of GCMMF. Amul is the largest food brand in India and world's Largest Pouched Milk Brand with an annual turnover of US $1050 million (2006-07). but now it has fresh plans of flooding the Japanese markets . India's leading Ratings. Members: No. chocolate. Nutramul brand and others. Dr Verghese Kurien. Research. ghee. Amul plans to launch India's first sports drink Stamina.16 million litres per day. former chairman of the GCMMF. Singapore. butter. was elected chairman of GCMMF. AMUL is the brand under this organization. UAE. milk. CRISIL. of Village Societies: Total Milk capacity: Milk collection 2007-08): 13 district cooperative producers' Union 2. of Producer Members: No. Australia.Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products marketing organisation. On 10 Aug 2006 Parthi G Bhatol.6 million producer members with milk collection average of 10.

The brand name Amul.4 million litres 626 Mts. It was suggested by a quality control expert in Anand and it was chosen because it was a perfect acronym for Anand Milk Union Limited.Milk collection Average 2007-08): (Daily 7. 1946. His/her . The Amul revolution was started as awareness among the farmers. per day Milk Drying Capacity: Cattlefeed manufacturing 3090 Mts per day Capacity: 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 HISTORY Amul was formally registered on December 14. means priceless. It grew and matured into a protest movement that was channeled towards economic prosperity 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. sourced from the Sanskrit word Amoolya.

the Polson Dairy in Anand – often milk went sour. as producers had to physically carry milk in individual containers. The main supplier of the milk was Polson dairy limited. which was run by a person of Parsi descent. Instead of supplying milk to private traders. Often. the main sources of earning for the farmers of Kaira district were farming and selling of milk. Sardar Patel sent the farmers to Shri Morarji Desai in order to gain his co-operation and help. However. The income from milk buffaloes was undependable. Gradually. they had to sell cream and ghee at throw-away prices. This system leads to exploitation of poor and illiterates’ farmers by the private traders. 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. India ranked nowhere amongst milk producing countries in the world in 1946. when the exploitation became intolerable. The traders used to beside the prices of milk and the farmers were forced to accept it without uttering a single word. In this situation. (around that time Polson was the most well known butter brand in the country) to collect milk from Anand and supply to Mumbai city in turn (about 400 kilometers away). As milk is perishable. 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. They collectively appealed to Sardar Vallabhbhai Patel. the private trader made a killing. that the exploitation by the trader could be checked only if they marketed their milk themselves. who was a leading activist in the freedom movement. farmers were compelled to sell it for whatever they were offered. Shri Desai . the farmers were frustrated. especially in the summer season. Milk producers had to travel long distances to deliver milk to the only dairy.income was derived almost entirely from seasonal crops. the government at that time had given monopoly rights to Polson Dairy. Another problem farmers faced was that in winter the milk output of buffaloes doubled which caused prices to fall down even further. Moreover. These middlemen decided the prices and the off-take from the farmers by the season. Amul was the result of the realization that they could pool up their milk and work as a cooperative Setting up of Kaira District Co-operative Milk Producers' Union In the early 40’s. which was a privately owned company and held monopoly over the supply of milk at Bombay from the Kairadistrict. Private traders and middlemen controlled the marketing and distribution system for the milk. freedom fighter and social worker Tribhovandas Patel.

However. The milk commissioner of Bombay then visited Anand to assess the situation. did not seem to help farmers by any means. the farmers of Kaira district went on a milk strike. As a result the Bombay milk scheme was severely affected.held a meeting at Samarkha village near Anand. on 4th January 1946. The district union was also form to collect the milk from such village co-operative societies and to sell them. he decided to fulfill the farmers demand. He advised the farmers to form a society for collection of the milk.. the govt. For 15 whole days not a single drop of milk was sold to the traders. Having seemed the condition. It gave the negative response by turning down the demand for the milk. To respond to this action of govt. It was also resolved that the Government should be asked to buy milk from the union. These village societies would collect the milk themselves and would decide the prices at which they can sell the milk.Thus their cooperative unions were forced at the village and district level to collect and .

without the intervention of Government. the collection of milk increased. Since farmers sold all the milk in Anand through a cooperative union. Since milk was a perishable commodity it becomes difficult to preserve milk flora longer period. Thus. there was a fear of spoiling of milk. Today Amul collect 11 lakhs liters of milk everyday. Milk is collected from almost 1073 societies. so as to preserve it for a longer period. But with the growing awareness of the benefits of the cooperativeness. With the financial help from UNICEF. The Kaira district milk producers union was thus established in ANAND and was registered formally on 14th December 1946. Besides when the milk was to be collected from the far places. of New Zealand under . which would collect the milk and could chill it. today Amul has more than 150 chilling centers in various villages. it was commonly resolved to sell the milk under the brand name AMUL. At the initial stage only 250 liters of milk was collected everyday. To overcome this problem the union thought out to develop the chilling unit at various junctions. 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. Mr. assistance from the govt.sell milk on a cooperative basis.

Kaira District Co-operative Milk Producers’ Union built a plant to convert surplus milk produced in the cold seasons into milk powder and butter. It was registered as a co-operative society on 9 July 1973 . Setting Up of Gujarat Cooperative Milk Marketing Federation In 1954.the Colombo plan. In 1973. In 1958. a plant to manufacture cheese and one to produce baby food were added. Subsequent years saw the addition of more plants to produce different products. 50 millions for factory to manufacture milk powder and butter was planned. of Rs. the milk societies/district level unions decided to set up a marketing agency to market their products. This agency was the Gujarat Cooperative Milk Marketing Federation (GCMMF).

when the profit of the business was cornered by the middlemen. the following features make it a pattern and model for emulation elsewhere. the president of India laid the foundation on November 15. it does not disturb the agrosystem of the farmers. 1954. 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. the prime minister of India declared it open at Amul dairy on November 20. the system ensured that the profit goes to the participants for their socio-economic upliftment and common good. It is also the world's biggest vegetarian cheese brand . What's more. Shri Pandit Jawaharlal Nehru. AMUL was formed under the dairy cooperative movement in India in 1946 The Amul Pattern has established itself as a uniquely appropriate model for rural development. AMUL comes from the Sanskrit word Amoolya. 1955. means priceless. ➢ Bring at the command of the rural milk producers the best of the technology and harness its fruit for betterment. Looking back on the path traversed by Amul. . which has made India the largest producer of milk and milk products in the world. It also enables the consumer an access to high quality milk and milk products. 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. It was suggested by a quality control expert in Anand and it was chosen because it was a perfect acronym for Anand Milk Union Limited . Dr. Amul has spurred the White Revolution of India. COMPANY PROFILE THE TASTE OF INDIA..Rajendra Prasad. Contrary to the traditional system.

there was recognition that this initiative would directly benefit and transform small farmers and contribute to the development of society. the Kaira District Milk Cooperative Union (better known as Amul) expanded exponentially. Two key requirements were identified. Markets. it has remained with the smallest producer members. that sustained growth for the long term would depend on matching supply and demand. ➢ Plough back the profits. gain access to markets and thereby ensure maximum returns for their efforts. Organisation structure It all started in December 1946 with a group of farmers keen to free themselves from intermediaries. that effective management of the network and commercial viability would require professional managers and technocrats. and the Gujarat network now covers 2. It joined hands with other milk cooperatives. in the rural sector for the common good and betterment of the member producers and ➢ Even though. Amul and GCMMF acknowledged that development and growth could not be left to market forces and that proactive intervention was required. Based in the village of Anand. by prudent use of men. a hierarchical network of cooperatives was developed. Right from the beginning. Second.411 village level milk collection centers and fourteen district level plants (unions) under the overall supervision of GCMMF. There are similar federations in other states. growing with time and on scale.12 million farmers. 10. which today forms the robust supply chain behind GCMMF's endeavors. are primitive and poor in infrastructure.➢ Provide a support system to the milk producers without disturbing their agro-economic systems. material and machines. . of an intervention for rural change. then and even today. In that sense. To implement their vision while retaining their focus on farmers. The vast and complex supply chain stretches from small suppliers to large fragmented markets. It would need heavy investment in the simultaneous development of suppliers and consumers. Amul is an example par excellence. The first.

the artificial insemination service.Management of this network is made more complex by the fact that GCMMF is directly responsible only for a small part of the chain. Gujarat Cooperative Milk Marketing Key people Federation Ltd. provision of technical inputs to enhance milk yield of animals. products Revenue $1.amul. India ers Chairman.all through the village societies.com milk Employees Website . better feeds and the like .33 billion USD (in 200708) 2.The Union looks after policy formulation. veterinary care. processing and marketing of milk. VYAS Industry Products Dairy See complete listing. retailers and logistics support providers) playing large roles. (GCMMF) B. Type Founded Cooperative 1946 Headquart Anand. Managing this supply chain efficiently is critical as GCMMF's competitive position is driven by low consumer prices supported by a low cost system.41 million producers www.M. with a number of third party players (distributors.

List of Products Marketed: Breadspreads: • • • • • • • • Amul Butter Amul Lite Low Fat Breadspread Amul Cooking Butter Amul Pasteurized Processed Cheddar Cheese Amul Processed Cheese Spread Amul Pizza (Mozarella) Cheese Amul Shredded Pizza Cheese Amul Emmental Cheese Cheese Range: .

Almond Pistachio.5% fat Milk Amul Gold 4.5% fat Milk Amul Lite Slim-n-Trim Milk 0% fat milk Amul Shakti Toned Milk Amul Fresh Cream Amul Snowcap Softy Mix • • • • • • • • • • • • • • Mithaee Range (Ethnic sweets): UHT Milk Range: Pure Ghee: • • • • • • • • • Amul Pure Ghee Sagar Pure Ghee Amul Cow Ghee Amul Infant Milk Formula 1 (0-6 months) Amul Infant Milk Formula 2 ( 6 months above) Amulspray Infant Milk Food Amul Full Cream Milk Powder Amulya Dairy Whitener Sagar Skimmed Milk Powder Infant Milk Range: Milk Powders: . Saffron.• • Amul Gouda Cheese Amul Malai Paneer (cottage cheese) Utterly Delicious Pizza Amul Shrikhand (Mango. Cardamom) Amul Amrakhand Amul Mithaee Gulabjamuns Amul Mithaee Gulabjamun Mix Amul Mithaee Kulfi Mix Avsar Ladoos Amul Shakti 3% fat Milk Amul Taaza 1.

Shahi Anjir. Cardamom. Double Sundae) Assorted Treat (Chocobar. Chocolate) Sweetened Condensed Milk: Fresh Milk: Curd Products: Amul Icecreams: Chocolate & Confectionery: • • • • Brown Beverage: Milk Drink: . Frostik. Chococrunch. Rose. Saffron. Strawberry. Fresh Litchi. Malai Kulfi) Nut-o-Mania Range (Kaju Draksh. Chocochips. Kesar Pista Royale. Strawberry. Fresh Strawberry. Black Currant. Megabite. Cake Magic) Amul Milk Chocolate Amul Fruit & Nut Chocolate Nutramul Malted Milk Food Amul Kool Flavoured Milk (Mango. Roasted Almond) Nature's Treat (Alphanso Mango. Chocolate. Black Currant.5% fat Amul Saathi Skimmed Milk 0% fat Amul Cow Milk Yogi Sweetened Flavoured Dahi (Dessert) Amul Masti Dahi (fresh curd) Amul Masti Spiced Butter Milk Amul Lassee Royal Treat Range (Butterscotch.5% fat Amul Slim & Trim Double Toned Milk 1. Tricone. Ice Candies. Fresh Pineapple) Sundae Range (Mango. Sundae Magic. Dollies. Fruit Bonanza.• • • • • • • • • • • • • • • • • • Sagar Tea and Coffee Whitener Amul Mithaimate Sweetened Condensed Milk Amul Taaza Toned Milk 3% fat Amul Gold Full Cream Milk 6% fat Amul Shakti Standardised Milk 4. Santra Mantra. Cassatta) Utterly Delicious (Vanila. Rajbhog.

• • Amul Kool Cafe Amul Shakti White Milk Food Health Beverage: please look at Annexure 5 for product details and view . Amul • Commitment to Quality • Value for money • The generation of awareness • The fostering of loyalty • Development of strong brand identity Amul 1956 .

Ice cream 1996 Chocolates 1973 Shrikhand 1980 Fresh Milk 1956 Milk Power 1958 Cheese 1962 Breadspread Fat Free Dessert 2002 Nutrauamul 1973 Gulabjamun 1997 UHT Range 1980/99 Amulspray 1968 Cheese Spread 1986 Softy Mix 2001 Eclairs 2001 Gulabjamun mix 1999 Condensed Milk 1996 Amul WMP 1960 Paneer 1997 Amul Shakti 2003 Kulfi Mix 2001 Buttermilk 1998 Amulya 1987 pizza Cheese 1998 Chocozoo 2005 Laddoo 2004 fresh Curd 1999 Amul IMF 1&2 2001 Emmental Cheese 1999 Basundi 2005 Flavoured Milk 2001 Instant FCMP 2002 Frozen Pizza 2002 Khoa 2006 Fresh Cream 2002 Gouda Cheese 2002 Kool Cafe 2005 .

We have created Amul Parlours at some prominent locations in the country. Mumbai. Ahmedabad 7. The Somnath Temple 3. L. Delhi Metro Rail Corporation 2. College. Gujarat State Raod Transport Corporation 11. Trichur. Kolkata . Delhi. Indian Institute of Management. Hyderabad and Surat. Amethi 13. Delhi Police 10. Baroda. Sanjay Gandhi Hospital Parlour. Kerala 12. Infosys Technologies in Bangalore. Amul has plans to create a large chain of such outlets to be managed by franchisees throughout the country. Surat Municipal Corporation 9. Jubilee Mission Medical College. Ahmedabad Airport 8. Mysore & Pune 5.J. Bangalore. which are run by the company or its wholesale dealers: 1. Wipro campus in Bangalore 6.AMUL PARLOUR Amul has recently entered into direct retailing through "Amul Utterly Delicious" parlours created in major cities Ahmedabad. National Institute of Design 4.

The APOs would be branded as "Amul Utterly Delicious". Willingness to sell the entire range of Amul Products f.our Field force would visit your site. The cost of renovation of a typical shop would normally be between Rs. we have decided to create a model for retail outlets. 1 lac. Anand. Visibility . Shop area: 100 . In order to come closer to the customer. which would be known as "Amul Preferred Outlets"(APO). MDG.388001 Ph: (02692) 258506. You would require: i.no other products e. Renovation Work of the Shop to give it a standard look . He/She would fill the APO proposal form with your passport size photograph. c.7. shopkeepers and organizations. Cafe Amul.14. Exclusive Amul outlet .000 to Rs.coop or write to us at : Retail Cell Gujarat Co-operative Milk Marketing Federation Ltd. All you have to do is e-mail us at parlour@amul. Creditworthiness and past business experience 2. Layout of the shop and frontage .8&9 To have a better idea please go through the following: 1. 2 Passport size photographs 2. Shops and Establishment license ii. 60.300 sq. ft. Gandhinagar "Amul Utterly Delicious" parlours are an excellent business opportunity for investors. Amul Dairy Road. iii. 3. Branding. You can create your own Amul Parlour within your premises/ shop.The layout of the shop designed by a local architect/local contractor. The cost of the signage fabrication and installation would be borne by GCMMF office operating in your region. Good Business potential d. The criteria for selection of APOs would be a.would be done to meet the design and specifications at your cost. 4. On your inquiry . Equipment.You would require the following equipment: .How prominent is the location of your shop? b.

Agreement. we can offer additional margins upto maximum of 1% on dairy products and 2% on Ice cream. 1 pizza oven d.You would be required to furnish an interest free refundable security deposit of Rs. Security Deposit. and needs support in the initial days. 1 Chest Milk Cooler for Pouch Milk 2. CUSTOMER RELATIONSHIP MANAGEMENT Under this head AMUL used to do lot of sponsorship shows they use lot of medium like Advertisements Hoardings News papers T v shows And many more to create awareness in the public and to make proper relation with customer After product sell by taking feedbacks.000 to us.An agreement bringing us together would be signed. in the event of closure of APO before 3-year of operation. 5000/.would be deducted towards refurbishing the signage. Supplies.a. 5. An amount of Rs. 3. The additional margin shall be target based and shall be given in kind. We feel that the shop has good potential. 25. AMUL VIDYA SHREE AWARD . The support at best would be given only for he first year of business. 1 Refrigerator through Hamara Apna Refrigerator Scheme c. 1or 2 deep freezers can be purchased through Hamara Apna Deep Freezer Scheme b.The delivery of products would be done through our wholesale dealers 4.

000 tonnes a year in 1997. she has also been used for other product like ghee and milk. Amul's sale figures have jumped from 1000 tonnes a year in 1966 to over 25.000/The winner will be featured in one of India’s leading newspaper and will get national recognition. The awards are: • • • • Trophy Citation A Cash Award of Rs. Mrs. All because a thumb-sized girl climbed on to the hoardings and put a spell on the masses. Amul Butter Girl Edited from an article by Mini Varma published in The Asian Age on March 3. 1996 The moppet who put Amul on India's breakfast table 50 years after it was first launched. A Charni Road flat. a 28-yearold housewife is out in the balcony drying clothes. Bombay: Summer of 1967.The mascot was first used for Amul butter. No other brand comes even close to it. Amul takes immense pleasure in presenting ‘The Amul Vidya Shree Award’. AMUL MASCOT Since 1967 [8] Amul products' mascot has been the very recognisable "Amul baby" (a chubby butter girl usually dressed in polka dotted dress) showing up on hoardings and product wrappers with the equally recognisable tagline Utterly Butterly Delicious Amul.1. The . Sheela Mane. But in recent years in a second wave of ad campaign for Amul products. From her second floor flat she can see her neighbours on the road.This is the award for topper in tenth class through this they use to make customer relation and brand recognition . There are other people too. India’s first of its kind award that recognises and rewards Standard X toppers across India.

crowd seems to be growing larger by the minute. Unable to curb her curiosity Sheela Mane hurries down to see what all the commotion is about. She expects the worst but can see no signs of an accident. It is her four-yearold who draws her attention to the hoarding that has come up overnight. "It was the first Amul hoarding that was put up in Mumbai," recalls Sheela Mane. "People loved it. 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." Call her the Friday to Friday star. Round eyed, chubby cheeked, winking at you, from strategically placed hoardings at many traffic lights. She is the Amul moppet everyone loves to love (including prickly votaries of the Shiv Sena and BJP). How often have we stopped, looked, chuckled at the Amul hoarding that casts her sometime as the coy, shy Madhuri, a bold sensuous Urmila or simply as herself, dressed in her little polka dotted dress and a red and white bow, holding out her favourite packet of butter. For 30 odd years the Utterly Butterly girl has managed to keep her fan following intact. So much so that the ads are now ready to enter the Guinness Book of World Records for being the longest running campaign ever. The ultimate compliment to the butter came when a British company launched a butter and called it Utterly Butterly, last year. It all began in 1966 when Sylvester daCunha, then the managing director of the advertising agency, ASP, clinched the account for Amul butter. The butter, which had been launched in 1945, had a staid, boring image, primarily because the earlier advertising agency which was in charge of the account preferred to stick to routine, corporate ads. In India, food was something one couldn't afford to fool around with. It had been taken too seriously, for too long. Sylvester daCunha decided it was time for a change of image. The year Sylvester daCunha took over the account, the country saw the birth of a campaign whose charm has endured fickle public opinion, gimmickry and all else. The Amul girl who lends herself so completely to Amul butter, created as a rival to the Polson butter girl. This one was sexy, village belle, clothed in a tantalising choli all but covering her upper regions. "Eustace Fernandez (the art director) and I decided that we needed a girl who would worm her way into a housewife's heart. And who better than a little girl?" says Sylvester daCunha. And so it came about that the famous Amul Moppet was born. That October, lamp kiosks and the bus sites of the city were splashed with the moppet on a horse. The baseline simply said, Thoroughbread, Utterly Butterly Delicious Amul,. It was a matter of just a few hours before the daCunha office was ringing with calls. Not just adults, even children were calling up to say how much they had liked the ads. "The response was

phenomenal," recalls Sylvester daCunha. "We knew our campaign was going to be successful." For the first one year the ads made statements of some kind or the other but they had not yet acquired the topical tone. In 1967, Sylvester decided that giving the ads a solid concept would give them extra mileage, more dum, so to say. It was a decision that would stand the daCunhas in good stead in the years to come. In 1969, when the city first saw the beginning of the Hare Rama Hare Krishna movement, Sylvester daCunha, Mohammad Khan and Usha Bandarkar, then the creative team working on the Amul account came up with a clincher -- 'Hurry Amul, Hurry Hurry'. Bombay reacted to the ad with a fervour that was almost as devout as the Iskon fever. That was the first of the many topical ads that were in the offing. From then on Amul began playing the role of a social observer. Over the years the campaign acquired that all important Amul touch. India looked forward to Amul's evocative humour. If the Naxalite movement was the happening thing in Calcutta, Amul would be up there on the hoardings saying, "Bread without Amul Butter, cholbe na cholbe na (won't do, won't do). If there was an Indian Airlines strike Amul would be there again saying, Indian Airlines Won't Fly Without Amul. There are stories about the butter that people like to relate over cups of tea. "For over 10 years I have been collecting Amul ads. I especially like the ads on the backs of the butter packets, "says Mrs. Sumona Varma. What does she do with these ads? "I have made an album of them to amuse my grandchildren," she laughs. "They are almost part of our culture, aren't they? My grandchildren are already beginning to realise that these ads are not just a source of amusement. They make them aware of what is happening around them." Despite some of the negative reactions that the ads have got, DaCunhas have made it a policy not to play it safe. There are numerous ads that are risque in tone. "We had the option of being sweet and playing it safe, or making an impact. A fine balance had to be struck. We have a campaign that is strong enough to make a statement. I didn't want the hoardings to be pleasant or tame. They have to say something," says Rahul daCunha. "We ran a couple of ads that created quite a furore," says Sylvester daCunha. "The Indian Airlines one really angered the authorities. They said if they didn't take down the ads they would stop supplying Amul butter on the plane. So ultimately we discontinued the ad," he says laughing. Then there was the time when the Amul girl was shown wearing the Gandhi cap. The high command came down heavy on that one. The Gandhi cap was a symbol of independence, they couldn't have anyone not taking that seriously. So despite their reluctance the hoardings were wiped clean. "Then there was an

ad during the Ganpati festival which said, Ganpati Bappa More Ghya (Ganpati Bappa take more). The Shiv Sena people said that if we didn't do something about removing the ad they would come and destroy our office. It is surprising how vigilant the political forces are in this country. Even when the Enron ads (Enr On Or Off) were running, Rebecca Mark wrote to us saying how much she liked them." There were other instances too. Heroine Addiction, Amul's little joke on Hussain had the artist ringing the daCunhas up to request them for a blow up of the ad. "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 found it so funny," says Rahul daCunha in amused tones. Indians do have a sense of humour, afterall. From the Sixties to the Nineties, the Amul ads have come a long way. 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. Where does Amul's magic actually lie? Many believe that the charm lies in the catchy lines. That we laugh because the humour is what anybody would enjoy. They don't pander to your nationality or certain sentiments. It is pure and simple, everyday fun. Currently Amul is iin the Guinness Book Of World Records. Although there seems to be no competition for this mascot, Amul Corporation is still doing further research to confirm their cla

CHRISTMAS CELEBRATIONS

Amul had set up its Virtual Parlour in Second Life (http://www.amul.com) and made live and on line on 27th December 2007. The space is built on 1024 sq. M (approx. 1 Acre) of land on India island in Second Life. It comprises a number of circular sub-areas, starting with the entrance point, which is the common point of teleport for all users entering this space. There is a ‘media area, several product display areas, as well as a constantly rotating stream of AMUL topicals ads, several displays, which are all also video enabled. This Amul Virtual Parlour celebrated X’mas on 25th December, 08 by decorating the Parlour and doing various activities. A large number of people visited this parlour on that day.

Talk to us: Head Office Gujarat Cooperative Milk Marketing Federation, PO Box 10, Amul Dairy Road, Anand 388 001, Gujarat, India (+91) (2692) 258506, 258507, 258508, 258509 (+91) (2692) 240185 240208,

Phon e nos Fax no.

Email: Corporate: gcmmf@amul.com Exports: exports@amul.com Careers: careers@amul.com

Product Feedback:
Milk Powders: milkpowders@amul.com Amulya: amulya@amul.com

Infant Milk Formula I & II: babycare@amul.com Butter: butter@amul.com Ghee: ghee@amul.com Indian Sweets: mithaee@amul.com Amullite: amullite@amul.com Cheese Range: cheese@amul.com Shrikhand: shrikhand@amul.com

Milk: milk@amul.com

Icecreams: icecream@amul.com

Chocolates: chocolates@amul.com Pizza: pizza@amul.com Mastidahi: Mastidahi@amul.com

Nutramul: nutramul@amul.com Paneer: paneer@amul.com

They use the online feedback form for different product so that they may get regular Feedback from the customer and in this way they improve in their product and try to further connected with customer .

ACHIEVEMENT: Amul :Asia‟s largest dairy co-operative was created way back in 1946 to make the milk producer self-reliant and conduct milk- business with pride. 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: 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. c) Computerized milk collection computerized accounting system. system with electronic scale and

d)The first and only organization in world to get ISO 9000 standard for its farmers co-operatives.

V. 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. AMUL RELIEF TRUST A devastating earthquake (Richter scale – 7. The Trust reconstructed 6 schools damaged by the above earthquake at a cost of Rs.1 millions in Kutch area. GCMMF formed a specific organization named “Amul Relief Trust” (ART) under the Chairmanship of Dr. hundreds of thousands were rendered homeless and damage of billions of Rupees was done. The epicenter of the quake was located in Kutch district. Kurien in 2001 with a donation of Rs. A school reconstructed by Amul Relief Trust in the earthquake affected Ratadia Village in Mundra Taluka of Gujarat . 41. 50 Millions for reconstruction of the school buildings damaged in the 2001 earthquake in the Kutch area.e)First to produce milk from powder from surplus milk. Four of these schools started refunctioning from the last two academic sessions and the other two schools from the current session. It caused death of thousands of people.9) hit Gujarat on 26th January 2001. tens of thousands were injured.

Integration and Networking. during the year Member Unions have continued implementation of the module of Improvement in Artificial Insemination Services and imparted training to 226 . Water Management. prepared their Mission Statements and Business Plans for the next five years. Information Technology. Member Unions conducted workshops on Vision Mission Strategy for primary milk producer members and Village Dairy Cooperatives. As a part of the Breeding Services Improvement Programme.A school reconstructed by Amul Relief Trust in the earthquake affected Devpar Village in Mandvi Taluka of Gujarat COOPERATIVE DEVELOPMENT PROGRAMME During the last eight years. Planned Animal Breeding. leading to their overall development. The programme has prompted milk producers to initiate activities at villages such as Clean Milk Production. 894 Village Dairy Cooperative Societies have conducted their Vision Mission Strategy Workshops.322 village dairy societies have prepared their five year Business plans. Facilitated by specially trained consultants. Improved Member Services Management. Animal Feed management. our Member Unions are implementing Internal Consultant Development Programme for developing self leadership among member producers and thereby enabling them to manage their dairy business efficiently. During the year. which has very far-reaching and long-term effects on the milk business. Till today total 5.

In order to increase an awareness about the dairy industry scenario and impart leadership skills to the Chairmen and Secretaries of the Village Dairy Cooperatives. Mount Abu for 1. Member Unions organized Self Managing Leadership Programme at Prajapita Brahmakumaris. are conducting Chairmen and Secretaries’ Orientation Programme at Mother Dairy. the Federation. With a mission of planting one tree per member. As envisaged last year. After having established its presence in China.796 Chairmen and Secretaries of the Village Dairy Cooperatives. has initiated an animal husbandry programme for women resource persons of the Member Unions. 2007 in a unique way. Amul in abroad: Amul is going places. To develop their skills and enhance leadership qualities. our Member Unions have successfully initiated Fertility Improvement Programme in their milkshed area. In order to strengthen the knowledge and skill base of young girls and women of the villages about milk production management and to motivate them to implement scientific milch animal breeding. Literally.Core groups at the village level. During the year. During the year 924 Village Dairy Cooperative Societies have been covered under this programme involving 1. Our 18 lakh members have planted one sapling each across 19 districts of Gujarat and demonstrated their commitment towards preserving and contributing to the improvement of the environment. 464 women resource persons have been trained under this programme. During the year Member Unions have implemented this programme in 892 villages. Gujarat Cooperative Milk Marketing Federation . Member Unions in collaboration with Federation. with technical collaboration and resources of the Anand Agriculture University. our Member Unions continued to encourage increased participation of women milk producers in the Dairy Cooperative Societies. our Member Unions celebrated the 60th year of Independence on 15th August.100 women resource persons along with Chairmen and Secretaries of 250 village dairy societies. During the year. to improve fertility of milch animals. feeding and management methods for their animals. Mauritius and Hong Kong. Gandhinagar.

Singapore. Japan and China. is waiting to flood the Japanese market. and our Saarc neighbours.(GCMMF). Thailand. cheese and buttermilk. countries in Africa. GCMMF recorded a turnover of Rs 2. It has been accorded a "Trading House" status. ice-cream. Its products include pouch milk. Then. GCMMF is also looking at Sri Lanka as one of its next export destinations. ultra heat treated (UHT) milk. Amul is available today in over 40 countries of the world. They have demonstrated that if a level playing field is granted. Amul products are already available on shelves across several countries. the Gulf region. Philippines. It is India's largest exporter of Dairy Products. The major markets are the US. butter.922 crore last fiscal. Growth in consumer pack exports has been creditable and they have consolidated their exports. West Asian countries and Africa. West Indies. GCMMF has received the APEDA Award from Government of India for Excellence in Dairy Product Exports for the last 11 years. China. The major export products are: Consumer Packs • • • • • • • • Amul Pure Ghee Amul Butter Amul Shrikhand Amul Mithaee Gulabjamun Nutramul Brown Beverage Amul Cheese Amul Malai Paneer Amul UHT Milk (Long Life) • • • Amul Gold Milk Amul Taaza Double Toned Milk Amul Lite Slim and Trim Milk • Amul Fresh Cream Bulk Packs • • Amul Skimmed Milk Powder Amul Full Cream Milk Powder . Australia. India‟s largest milk cooperative. They are exporting a wide variety of products. including the US. Indian dairy products are successful in the global market.

Pricing strategy At the time Amul was formed. which engaged in the manufacturing of milk. Thus Amul adopted a low-cost price strategy to make its products affordable and attractive to consumers by guaranteeing them value for money. and modest consumption levels of milk and other dairy products. Gulf Countries and Singapore.Many of our products are now available in the USA. butter. ghee. PLANTS First plant is at ANAND. milk butter etc . consumers had limited purchasing power.

Amul Ganthia and Amul lite.Second plant is at MOGAR. Fourth plant is at Khatraj. which produces cattelfeed. Third plant is at Kanjari. which engaged in manufacturing chocolate. which engaged in producing cheese. . nutramul.

More important. Wholesale dealers carry inventory that is just adequate to take care of the transit time from the branch warehouse to their premises. twelve dairies are producing different products under the brand name Amul. Today Amul dairy is no. the network has been able to regularly roll out improvement programs across to a large number of members and the implementation rate is consistently high. It could be the implementation of small group activities or quality circles at the federation. This practice is consistent with GCMMF's philosophy of maintaining cash transactions throughout the supply chain and it also minimizes dumping. . the unions. 1 dairy in Asia and no.Today. the village societies and the distribution channel. There are 47 depots with dry and cold warehouses to buffer inventory of the entire range of products.500 distributors. This just-in-time inventory strategy improves dealers' return on investment (ROI). All GCMMF branches engage in route scheduling and have dedicated vehicle operations Establishing best practices A key source of competitive advantage has been the enterprise's ability to continuously implement best practices across all elements of the network: the federation. Or a TQM program at the unions. the federation and the unions have adapted successful models from around the world.000 PLUS retail outlets across India through its network of over 3. GCMMF transacts on an advance demand draft basis from its wholesale dealers instead of the cheque system adopted by other major FMCG companies. which is matter of proud for Gujarat and whole India. Or housekeeping and good accounting practices at the village society level. 2 in the world. In developing these practices. DISTRIBUTION CHANNEL Amul products are available in over 500.

every Friday. . Similar processes are in place at the village societies. reliant on a structured approach based on data gathering and analysis. Kaizens are highly focussed projects.) For example. and 11. (Undertaken by multi-disciplined teams. all employees of GCMMF meet at the closest office.For example. Village societies are encouraged through subsidies to install chilling units.m.5% in the amount of sour milk/curd received at the union. Examples of benefits from recent initiatives include reduction in transportation time from the depots to the wholesale dealers. implementation of Zero Stock Out through improved availability of products at depots and also the implementation of Just-in-Time in finance to reduce the float. improvement in ROI of wholesale dealers. as is HACCP certification. The most impressive aspect of this large-scale roll out is that improvement processes are turning the village societies into individual improvement centers Technology and e-initiatives GCMMF's technology strategy is characterized by four distinct components: new products.. without fail. be it a department or a branch or a depot to discuss their various quality concerns. Each meeting has its pre-set format in terms of Purpose.00 a. Agenda and Limit (PAL) with a process check at the end to record how the meeting was conducted. Kaizens at the unions have helped improve the quality of milk in terms of acidity and sour milk. and complementary assets to enhance milk production and e-commerce. Automation in processing and packaging areas is common. Sabar Union's records show a reduction from 2. Amul actively pursues developments in embryo transfer and cattle breeding in order to improve cattle quality and increases in milk yields. GCMMF was one of the first FMCG (fast-moving consumer goods) firms in India to employ Internet technologies to implement B2C commerce.0% to 0.00 a.m. Few dairies of the world have the wide variety of products produced by the GCMMF network. between 10. Today customers can order a variety of products through the Internet and be assured of timely delivery with cash payment upon receipt. the unions and even at the wholesaler and C&F agent levels as well. process technology.

Another e-initiative underway is to provide farmers access to information relating to markets. so ultimately they stopped the supply . They touched several area of Jaipur though Saras was the leader of the market still this company never let down . Now in the summer curd is hot item to sell off and people are asking for the stuff . They are going to introduce curd which was a big failure when they earliar introduced it in pouch . technology and best practices in the dairy industry through net enabled kiosks in the villages. COMPANY IN JAIPUR As AMUL products are old and is available at almost every place in INDIA specially Butter but Nov 27 2007 Gujarat Co-operative Milk Marketing Federation Ltd (GCMMF) has launched Amul Fresh Milk in Jaipur. Amul in Jaipur is at nascent stage so we can say that particularly milk and curd of AMUL is under cash stage of BCG MATRIX Under this BCG MATRIX If I will take two product performance in jaipur :1] Amul curd .so now they will further introduce it. i. Which was another add up in the path of white revolution.e. GCMMF has also implemented a Geographical Information System (GIS) at both ends of the supply chain. milk collection as well as the marketing process.

2] Amul milk It is under growth stage but with low market share so it will come under question mark though it is now two years of its launch but its taking time to come out of this stage because of competitor Saras which is giving a good fight .It is under nascent stage so it will be in question mark stage which says that the product is at the introduction stage of product life cycle . [CHOOSE REPRESENTATIVE OF COUNTRY BY VOTING ] RIGHT .

Currently. Thailand. Amul has introduced a range of milk-based products such as flavoured milk. buttermilk. Indian dairy products are successful in the global market. managing director. Amul is today available in over 40 countries. according to B M Vyas. It is exporting a wide variety of products. Kanpur.curd. Amul liquid milk contributes as much as Rs 2. Japan and China. besides the metros of Delhi. Although if you analyze the household expenditure of Indian homes. probiotic products and energy drinks. the brand has evolved over over time and now caters to the wellness market as well with its sugar-free and probiotic milk products. had a turnover of Rs 5. With the introduction of pouch milk in towns like Jaipur." From conventional milk products like paneer and cheese. the company is continuously introducing innovative products that meet the aspirational needs of the consumers.000 crore to GCMMF's sales. Vyas said.000 by the end of this fiscal. it is important for us to register our presence in the entire food basket of the Indian household where and dairy product is involved.000 of them by 2010. According to Vyas. cheese. Bhopal and Pune. In an interview to Financial Express.Amul – today The Gujarat Cooperative Milk Marketing Federation (GCMMF). we have 1. today Amul is the largest exporter of dairy products in the country. the Saarc neighbors.255 crore during 2007-08 and this would grow to Rs 6. and a very small amount on items like ice creams and pizzas. Amul liquid milk has crossed the boundaries of Gujarat. the Philippines.500 crore. "We have demonstrated that if a level-playing field is provided. yoghurt. which are one-stop shops for all our products. We have plans for creating a large chain of such outlets to be managed mainly by franchisees throughout the country. . Kolkata and Mumbai. The major markets are the US. the Gulf region. ghee. The largest milk brand in Asia. countries in Africa. Growth in consumer pack exports has been creditable and we have consolidated our exports. the bulk of the money is spent on milk and products like butter. However. paranthas is through our Amul parlours. West Indies. Lucknow. GCMMF. Our recent forays into pizzas. the country's largest milk marketing federation. Singapore. Apart from this. direct sale by District Cooperative Milk Producers Unions accounts for another Rs 1.500 parlours and plan to open 10.

Consequently.000 villages benefiting 2. if there was a need to export in order to attain equilibrium in the domestic market. the focus is India. Afghanistan Algeria Angola Australia I J K L Iraq Japan Korea R Russia Saudi Arabia Sierra Leone Singapore A Bahrain B Bangladesh Benin Bhutan Botswana Brunei Kuwait Laos Madagascar Malaysia Maldives Mauritius S South Africa Sri Lanka Sudan Syria Taiwan Tanzania M T C D E F Cambodia China Myanmar Nepal Thailand UAE Dubai N Ethiopia New Zealand Nigeria Oman U V W Uganda UAE Vietnam O Fiji P Pakistan West Indies . India is the largest milk producer in the world and GMCCF is the largest food products marketing organization in India.7 million farmers." India is a developing country.During 2007. "We would want this coverage to expand further with more farmers to join the Amul umbrella nationally.000 crore in the next five years. we would be handling more than twice the quantity of milk and our sales turnover would be nearly Rs 20. We are confident that Amul would emerge as the world's largest food products organization in the not too distant future. Amul has now emerged as the largest milk brand in Asia. Therefore. it would be under Amul brand in consumer packs only and that too to cater to the Taste of India. Coming to business. Amul is an institution covering 13. the 13-member unions of GCMMF took a revolutionary step forward by integrating liquid milk marketing operations in all districts of Gujarat under the common brand name of Amul. It is now present in following countries. However.

vivek nagar.Shyam nagar .east and west of jaipur .south.vaishali. Mahesh nagar.Before making questionnaire I searched for factors which may effect the launch of curd .curd is a item which is readily perished so people who use it is in the habbit of using it fast more over how much they give value to other brands in case of different attributes like texture.packaging . the competition and the marketing environment “Marketing research is a systematic problem analysis. It helps the firm to acquire a better understanding of the consumers.taste.A map view is there in annexure6 . I am doing my project on the survey of curd before its launch .whiteness. model building and fact finding for the purpose of important decision making and control in the marketing of goods and services. After analyzing them I will try to proposed a way that how much demand will be their and which competitor have greater value in which attributes and AMUL should follow that way to capture the market . So by putting these things into the mind I proposed a questionnaire and ultimately I filled those questionnaire by 15 respondents till now and on the basis of them I will analyze a interim report that which way will the questionnaire further go . In these questionnaire I mainly covered areas of Jaipur like wall city .malvia nagar . Mansarovar .In this project I will do market research rather a customer survey through questionnaire .which is covering almost all the sides like north .G H Gambia Hong Kong Q Philippines Qatar Y Z Yemen Zanzibar INTRODUCTION OF PROJECT Marketing research plays an important role in the process of marketing. flavor etc.vidyadhar nagar. – Phillip Kotler. Raja park . Starting with market component of the total marketing talks.

After drawing questionnaire I first check the relevancy of question by doing pilot test .options as required . PROPOSED METHODOLOGY Marketing starts with identifying customer needs and ends with satisfying them through a coordinated set of activities that also allows a firm to achieve its own goals.After filling of entire questionnaire I will further analyze it with factor analysis or chi-square as required .As learning from change is a regular process so while making questionnaire filled I use to check my mistakes further. Failure to grasp the specific needs of a new market can be costly. When launching a product one needs access to quick and insightful consumer based data to give the foray a greater chance of success. mails and telephonic interviews. mistakes can mean wasted costs in advertising.In this questionnaire I have taken occupation of the persons so that in further analysis I can check out for relevancy of curd consumption and occupation and many more . In a volatile. both financially and in terms of damaged corporate image. ever-changing market. distribution and production expenses. Questionnaire can be used for the personal interviews. . DATA COLLECTION With the help of questionnaire consists of list of questions to be asked from the respondents and the space provided to record the answer / responses. as well as damage to brand name and equity.I took some of the questionnaire and make it filled by people around to get proper feedback and hange the questions . This becomes a medium of data collection The choice among these alternatives is largely determined by the type of information to be obtained and by the type of respondents from whom it is to be obtained. focus groups. Under interim report I will use proposed methods of questionnaire survey after this I will further use pie chart and histogram etc on the questionnaire get the relevant analytical information .

janta colony. These answers are straightforward and respondents have to answer them in a straight way. time saving and less biased. CONVINIENCE SAMPLING This type of sampling is chosen purely on the basis of convenience and according to convenience. shyam nagar. Questionnaire in the project consists of:  Multiple choice questions  Dicthomus MULTIPLE CHOICE QUESTIONS: Questions of this type offer the respondents an alternative to choose the right answer among others. I have visited Raja Park.e. shastri nagar. Mahesh nagar and few more.The common factor in all varieties of the questionnaire method is this reliance on verbal responses to question. cluster sampling and convenience sampling. That means the answer can only be either ‘Yes” or ‘No’. SAMPLING METHODS Sample design is a definite plan of obtaining some items from the whole population. It is faster. It also simplifies the tabulating process DICTHOMUS: These are the questions which are Boolean in nature. vivek vihar . wall city. CLUSTER SAMPLING Here the whole area is divided into some geographical area and a definite number of consumers were to be surveyed.vidhyadhar nagar. vaishali . . mansarovar. written or oral. Areas divided are shown in annexture 3. The sample design used in this project is two state sampling i.

1] Sampling Technique sampling technique is : Non probability sampling (A non that in probability which each element in the population does not have an equal chance selected) 2] Sample Unit : People who buy curd available in retail outlets. bar graph. pie chart. In this whole population 53% male and 47% is female as per the census report . etc : of getting 3] Sample size 200 respondents 4] Method : Direct interview through questionnaire and Chi square analysis.then I will do the survey research further. superstores. I will take it in round figure of 40 lakhs in 2009.219 in the year 2007.00 am to 12.SAMPLING Jaipur had a population of around 3. 6] Area of survey 7] Timing of survey 5.30 pm and .00 pm to : JAIPUR : 9. demand estimation 5] Data analysis method : Graphical method.324.

LIMITATION OF STUDY Basic limitations of my study are: Respondent may not take it seriously and the questionnaire will remain half fill • Respondents may become bias and may not give righteous information • Sample chosen may not represent population properly • People may not give time to fill the questionnaire and may think it as a waste • In this researcher has to fully depends on respondents .00 pm .self report • Respondent may sometime give socially desirable answers which may not be able to clarify his/her true desire • Sometimes there is gap between what people says and what they actually do.8. • Sample of Questionnaire is given there in the ANNEXURE 1 .

ANALYSIS On the basis of questionnaire I have analyze the response of 200 respondents and try to put analysis in tabular form . . 1] DO YOU CONSUME MILK ? YES NO 200 says 0 says [Graph:1] So each one of the 200 respondent consume milk according to [Graph:1] that means maximum people in Jaipur consume milk . In this I will deal with questions one by one .

30 goes for milk vendors and another 12 goes for self or purchase from mandi. [Graph:2] According to [Graph:2] that maximum people in Jaipur purchase milk from general store as it is convenient to buy and rest buy it from milk booths this means that number of milk booth are also in abundance 3] DO YOU PURCHASE MILK DAILY ? YES NO Out of 200 respondents all says that they purchase milk daily [Graph:3] According to [Graph:3] one can conclude that in Jaipur all most all people daily purchase milk .2] FROM WHERE DO YOU PURCHASE MILK ? a)Milk Booth c) Milk Vendor b) General store d) self under this question out of 200 respondent 137 goes for milk booth where as 21 goes for general store .

THEN WHAT IS YOUR DAILY PURCHASE ? a) less than 1 ltr c) 2 to 4 ltr b) 1 to 2 ltr d) more than 4 ltr We can see that out of 200 respondent 63 purchase less than 1 ltr where as 82 purchase between 1 to 2 ltr .4] IF YES . 47 purchase between 2 to 4 ltr and 8 respondent purchase more than 4 ltrs [Graph:4] From the given data we can say from [Graph:4] that maximum person in the Jaipurpurchase at least half liter milk daily so if we want to calculate the total monthly sales we can say that it can be find out by putting percentage like in 200 respondent 63 are purchasing half liter and 82 are purchasing 1 to 2 ltr where as 47 are purchasing 2 to 4 ltr and 8 are purchasing more than 4 ltrs. 5] WHAT IS YOUR USAGE PATTERN ? USAGE PATTERN a) DRINKING % VOLUME .

on the other side sweet making remains only 10 [Graph :5] the above [table:5] one can draw a conclusion that consumers in Jaipur have a consumption pattern in which they drink milk at most then it is used for tea and coffee and then for rest. 6] DO YOU CONSUME CURD ? YES NO Out of 200 respondent 7 says no that they don’t use curd where as rest say yes .b) c) d) e) TEA/ COFFEE CURD MAKING SWEET MAKING OTHERS Out of 15 respondents maximum percentage goes for drinking in 1500 total 930 goes to drinking where as tea and coffee is on second by 355 and curd making and other like horlics etc comes under 100 to 105 . . [Graph:6] This [Graph:6] says that maximum people in Jaipur consume curd .

THEN WHICH KIND OF ? a) Home Made b) Outside out of 200 respondent 147 says outside where as 7 says that they don’t use curd and rest 46 says home made . 8] IF OUTSIDE CURD THEN WHICH KIND OF CURD YOU PURCHASE ? a) Packed b) loose [Graph:8] The [Graph:8] shows that out of 147 respondents who selected outside curd the 123 takes packetedand 24 takes loose curd in Jaipur .7] IF YES. . [Graph:7] According to [Graph:7] respondents response maximum people in Jaipur go for outside curd and one fourth of population goes for home made curd.

5 opted for nestle and 7 opted for mother dairy and in rest 1 respondents opted for lotus . [Graph:10] . [Graph:9] So according to above [Graph:9] report on 123 respondent who are taking packeted curd 89% that is maximum people in Jaipur prefer saras.9] IF YOU USE PACKED CURD THEN WHICH ONE OF THE FOLLOWING ? a) Nestle c) lotus b) Mother Dairy d) Saras out of 200 respondent 110 opted for Saras.1% with lotus and 4% with nestle we can say that Saras is most favorite curd of Jaipur people . 48 . And 20 respondents purchasing it once in one or two week .where as rest 7 respondent don’t consume curd .24 respondents are daily purchasing curd where as 31 of them are purchasing it twice a week and maximum people purchasing it thrice a week ie. 10] WHAT IS YOUR FREQUENCY OF PURCHASE OF CURD ? a) Daily c) Thrice a week b) Twice a week d) Once in two weeks Out of 123 respondents .6% with mother dairy .

IN TOTAL adding loose and packet curd data we get 146 respondents out of which Daily purchase done by  31 people Twice a week done by 35 people Thrice a week done by 52 people Once in two or one week 29 people 11] WHAT IS YOUR AVERAGE PURCHASE QUANTITY ? a) 100 ml c) 400 ml b) 200 ml d) 500ml or more Out of 146 respondents 71 are going for 200 ml curd pack 33 400ml and rest 42 opted for 500 ml plus curd.From the above [Graph:10] response we can say that maximum of the people who is opting for packed curd go for thrice and twice a week . FREQUENCY OF PURCHASE OF LOOSE ARE : outof total 24 respondents of loose curd purchaser 9 purchases in once in one or two week where as 7 purchases daily and 4 purchases twice and rest 4 purchases thrice a week . optedfor .

[2] c) Thrice in a week = 19 people *3 days*200ml + 18 people*3 days* 400ml + 13 people*3 days* 500ml Total = 52500 ml per week ……………………………………………………………… ……………………………….[Graph:11] So from above [Graph:11] I can find out approximate quantity of purchase of curd in Jaipur in a week as 200 ml is daily purchased by 31 people out of 146 so we can find it in a table format below Table show the frequency of purchase and Quantity : DAILY TWICE IN WEEK THRICE IN WEEK ONCE IN ONE OR TWO WEEK 200 ml curd 15 14 19 16 400 ml curd 11 13 18 7 500 ml plus 6 9 13 6 IN A WEEK DEMAND OF CURD FROM 146 RESPONDENTS  a) Daily = 15 people * 7days* 200ml people*7 days*500ml + 11 people *7 days*400ml + 6 Total = 72800 ml per week …………………………………………………… ……………………….[4] .[1] b) Twice a week = 14 people*2 days*200ml + 13 people *2 days * 400 ml + 9 people *2 days * 500ml Total = 25000 ml per week ……………………………………………………………… …………………………….[3] d) once in two or one week =16 people*1day*400ml +6 people*1 days*500ml people*1day*200ml + 7 Total = 9000 ml per week ………………………………………………………………… ……………………………….

FOR CURD MARKET 200 400 ml ml student service 27 28 8 16 9 11 500 ml plus COLUMN TOTAL [CT] 44 55 .34% opted for 200 ml and rest 41% goes for 400ml curd.2. MORE FACTS A] Out of 146 there are 34 students in outside curd under which 61% student opted for 200 ml Another 14% student opted for 500 ml where as rest 25% opted for 400 ml . You can use χ2 tests to determine whether hypothesized results are verified by an experiment.25% of them goes with 500ml . C] out of 146 there are 63 business man .3 and 4 we get total demand in a week GRAND TOTAL  72800+25000+52500+9000 = 159300 ml OF CURD PER WEEK FROM 147 respondents.Adding 1. On the basis of two information from questionnaire I want to check my hypothesis that is [Null hypothesis] PURCHASE HO : OCCUPATION DOESNOT EFFECT NATURE OF H1 : OCCUPATION EFFECTS NATURE OF [Alternate hypothesis] PURCHASE In this alternate hypothesis is my assumption I come to assume it with the help of two information 1] occupation of people filling questionnaire 2] question no 11 which ask that how much curd on an average one purchase So to get actual picture of the scene I thought of using chi square test. B] Now out of 146 there are 49 service persons in outside curd under which 42% opted for 200ml curd .another 32% opted for 400ml curd and rest 26% goes for 500 ml curd.

64 6. 2 .94 12.42 5. FE = [CT *RT]/N CT = COLUMN TOTAL OF ARRAY 1 RT = ROW TOTAL OF ARRAY 1 N= TOTAL NO OF SAMPLE TAKEN FE is mentioned below 200ml [expected] Student 22.65 11.35 9.71 14.person business man RT 8 63 4 28 13 33 25 124 N = NUMBER OF SAMPLES ARRAY 2 : CONTAINS EXPECTED FREQUENCY THAT IS REPRESENTED BY "FE" FORMULA TO CALCULATE FREQUENCY EXPECTED ie.94 Business man 12.7 CHI SQUARE χ2SUMMATION OF [ (FO-FE) /FE] Just to over come any problem in the equation due to positive and negative sign the square of the difference between actual frequency and expected frequency is taken into consideration .65 400ml [expected] 500ml plus [expected] Service person 27.

1501 A TOTAL is nothing but calculated χ2 [ chi square] χ2 calculated = 12.94 -2.96 0. α= . of rows -1) so no of column =3 and no of rows = 3 .15 Now we have to find χ2 tabulated for that we have to follow following steps • We will look for degree of freedom ie.37 0.so df = (3-1)*(3-1) .003 12. • After getting df we will take average confidence level 95% that means significance level will be .488 After getting both χ2 tabulated and χ2 calculated we will have two options 1 χ2 calculated lies under tabulated 2  χ tabulated lies under calculated 2 Ifχ9>48.64 -1.9 1.73 0.71 0.32 CALCULATED χ2 A= S/FE 0.05 ie.48 6.488 • χ2 tabulated  9.62 0.rejctHo 2 Cal 2 Ifχ9≤48.64 -4.76 7.34 0.35 S=(FO-FE)*(FO-FE) 21. df = 4.58 -3.7 -1.03 0..52 3.FO.65 6..06 12.0001 1.06 3. df = (no of column-1)*(no.dontrejcHo Cal .82 13.72 40.25 22.05 Now with the help of α and df we will look into chi square table and we will find the tabulated χ2 value which will be 9.09 2.FE 4.

05 significance level . . HENCE ALTERNATE HYPOTHESIS H1 THAT OCCUPATION EFFECTS NATURE OF PURCHASE IS ACCEPTED AND TRUE AND NULL HYPOTHESIS THAT OCCUPATION DOESNOT EFFECTS THE NATURE OF PURCHASE IS REJECTED.51 we come to conclusion that χ2 tabulated lies under χ2 calculated it is shown in the figure below .THIS SHOWS THAT IF PRODUCT IS PLACED IN THE QUATITY AS REQUIRED BY THE PEOPLE OF DIFFERENT OCCUPATION THEN THERE WILL BE CHANCES OF MORE SALES OF THAT PRODUCT .where red denote 0.488 and χ2calculated  12.From the given value of χ2 tabulated  9.

48 6.rain plays spoils sports student service person business man RT 22.25 22.65 6.58 -3.0001 1.09 2.65 A= S/FE 0.06 12.7 -1.72 40.64 -4.9 1.94 12.42 5.003 12.82 13.64 6.73 0.32 27 28 8 63 11.94 12.65 S=(FO-FE)*(FO-FE) 21.35 9.94 -2.62 0.52 3.71 0.1501 8 16 4 28 9 11 13 33 12] PLEASE PUT YOUR PREFERENCE IN PECENTAGE BELOW CURD: OF .7 FO.03 0.37 0.06 3.71 14.64 -1.76 7.35 27.FE 4.34 0.96 0.

BRAND ATTRIBU SARAS LOTUS NESTLE MOTHER DAIRY TEXTURE FLAVOUR WHITENESS PACKING TASTE THICKNESS According to above question Saras curd gets maximum marks where as lotus is the minimum. And under packed curd nestle and mother dairy is having little say in 200 respondent [Graph:12] .

[Graph:13] With the view of [Graph:13] in case of curd Jaipur is full of brand switchers. People may shift to any curd if they like it . 13] IF YOUR PREFERED BRAND IS NOT AVAILABLE.From the above [Graph:12] one can conclude that which brand is best in curd regarding its attribute in Jaipur and one should look for that touches which make that brand best regarding all attribute. 14] IF YES THEN WOULD YOU LIKE TO PURCHASE AMUL CURD ? . WILL YOU PURCHASE OTHER BRANDS YES NO Out of 200 respondents 181 says yes and rest 19 says no under this 7 persons are included which donot consume curd .

[Graph: 14] More over in Jaipur Amul is heartily accepted hence if properly launching of Amul curd is done there will be no hassles in its purchase. So I find Saras as a best platform for estimation of demand of curd . At first curd market should be classified : 1] Branded curd 2] loose curd 3] Homemade curd 1: Branded curd :  I have surveyed 40 booths of saras and found that average curd sale is around 35 cup per day of 200ml . There are about 3500 saras dairy booths in whole Jaipur so this means that average sale of curd from Saras booths are around 24500 liter . .YES NO In this [Graph: 14] out of 200 respondents 197 says yes and 10% says no .they may shift easily if they get good stuff more over most of the people who is opting for homemade curd says no to Amul curd or any other curd. DEMAND ESTIMATION OF CURD As Amulis facing great competition from Saras . that means maximum people are not brand loyal .

So an average sale of branded curd in Jaipur is 34500 ltr. Hence total size of curd market will be “branded curd + loose curd + homemade curd “ ie. [1+2+3]  34500+30000+20000 = 84000 liter per day.Mahesh nagar backward areas. lotus etc so its average sale is around 25 cups and lets assume that total retail selling branded curds is around 2000 then total selling of curd from them are 10000 liter .Then there are retail shops selling curd like nestle . If I look up to demand estimation of AMUL curd I can say that from the branded curd market the demand of Saras booth curd and other retail curd will be the area for Amul curd then later it can take over other areas of curd market . . 3: Homemade curd: As average consumption of milk in Jaipur is 10 lakhs liter and an average 2% of milk is used for making curd so total homemade curd will be 20. They sell curd around 30 liter . 2: loose curd : loose curd market are more in the area like wall city .000 liter. Its difficult to count loose curd market so if I assume that its around 1000 shops of loose curd in jaipur then sale will be around 30000 liter.I have surveyed 15 shops where loose curd is sold out in wall city in open dairy and sweet shops in huge way.Earlier it may take some time to capture the branded curd market so it may not be getting around 20000kg but market has potential. mother dairy. According to me demand for Amulcurd will be around 24500 to 34500 liter .

This concept is to provide additional margin to the proprietor (the whole seller or the retailer) in order to increase AMUL’s annual sales volume. CONCEPTS AMUL SHOPPEE CONCEPT: Under this concept of AMUL the retailer or the whole seller who is in business with AMUL is converted in an exclusive shoppee for company’s product i.e. . For which the proprietor has to make a security deposit with GCMMF Ltd. milk specifically. and to increase its market share. and has to meet some basic requirements after fulfillment of which the shop is declared as an exclusive AMUL SHOPPEE..

1100: Under this type the interested party has to make a deposit of Rs.3000 instead of Rs. The ownership of the box(CABINET) is transferred to the party after one year from the conversion of the shop into AMUL SHOPPEE. Also company promises to change the box if it results in breakage or damaged by itself. 3) A glow sign board in the name of AMUL. ✔ Shoppee with a deposit of Rs. 3) A glow sign board in the name of AMUL. And after filling the application form the shop is declared as “AMUL SHOPPEE” COMPANY PROVIDES: 1) A hoarding in the name of AMUL. 5) A storage box(CABINET) to store the milk crates worth Rs2200. Requirements for a Shoppee: be opened before 6 in 1) The shop should definitely themorning.Types of shoppees : ✔ Shoppee with a deposit of Rs.1100 with GCMMF Ltd. 4) Gets the shop painted. 2) A stand board in the name of AMUL. 4) Gets the shop painted.1100 with GCMMF Ltd. And after filling the application form the shop is declared as “AMUL SHOPPEE” COMPANY PROVIDES: 1) A hoarding in the name of AMUL. .3000: Under this type the interested party has to make a deposit of Rs. 2) A stand board in the name of AMUL.

Rs. This means the company provides with 20p/liter extra margin with 65p/liter fixed margin. a minimum of 10 crates should be sold In a day from that particular shop.7.2. Under this concept we were given the task to search for a distributor (ADA) in the wall city area of jaipur. Margin Structure: same kind of margin to both The Company provides types of shoppee.40 is given in parts i. 10p is given at month end and left 10p is given away at the year end.2. This task was given to us as there was no ADA in wall city as such and the distribution of AMUL was nil in this area.40/crate extra (additional margin) along with Rs.e.20 would be given at the yearend basis. These margin given are on PER CRATE basis. For its tabulation the company provides with a MONTHLY SALES CARDin which the quantity is recorded and the payment is made as and when required. AREA DELIVERY AGENT CONCEPT: Area delivery agent is nothing but the distributor of AMUL products in a particular area. And 1 crate consists of 12 liters of milk. The company provides Rs. i. There are basically two kinds . Types of AREA DELIVERY AGENTs: of ADA : ✔ The ADA. And of 20p .20 out of this would be given at every month and the remaining Rs. Rs.e.1. 3) The shop should have a refrigerator or a deep freezer.2) The shop should give at least a business of 10 crates In a day.80/crate (fixed margin).1.

The ADA: ADA can be considered as big distributors who generally take cares of the whole area to which it is assigned.✔ The Point ADA. 15000. 5000. Requirements for an ADA : favor of GCMMF Ltd. (DD in 2). . Otherbasic requirements. 3). 3).) 25000. 1). Requirements for Point ADA favor of GCMMF Ltd. When a new ADA is assigned. Otherbasic requirements. The retailers in that area can give orders to ADA and the ADA passes the orders to company and the demanded quantity of product is delivered to the ADA and the ADA further distributes it to the retailers and collects the payment. It has the full knowledge of all the retailers presently working in that area. he surveys the whole area with the area executive of the company in that area. Point ADA is assigned in the area if the area is too big for the ADA to cover so there can be many Point ADA under the ADA. A bank guarantee of worth Rs. (DD in 2). The ADA manages the supply of the product of the company to retailers in order to reduce the obstacles and to carry on with sales with any halts. The Point ADA takes the orders from the retailers and further passes on to the ADA or directly to the company what so ever be the need. The Point ADA: Point ADA can be said as the level down to the ADA. A security of Rs.) 15000. The Point ADA can be said as the small distributor for the particular area. The Point ADA looks after only 2-4 streets in a particular area and reports to the company and rest of the area is covered by other Point ADA or the ADA itself. A security of Rs. 1). A bank guarantee of worth Rs.

i. Rs. they get Rs. 12.e. 1. 7. under which they will be converted into AMUL SHOPEE . 0.I have being given an area of Raja park and Mahesh nagarwhere I have to know the problems of milk shopkeepers . .16/crate basis i.make some new milk retailer and to sell existing Amul milk shop – schemes. 5. Rest Rs.80/carte they have to pass on to the retailers as retailer’s normal margin.e.08/liter basis.65/liter basis.96/crate basis if they sell out milk from their outlet itself. i. ACTIVITY DONE Under this head I have done basically three activities which was given by Company to do in the different areas of Jaipur . 0.e. they get Rs.43/liter basis.Margin Structure: The margin is equal for both the ADA as well as the Point ADA. Both are given with Rs. If they provide some crates to the retailers for sale and some they sell by themselves then they get Rs.

for putting carat capacity upto 10 carats.rs or 3000/.scheme is that in 3000/scheme retailer will get an ironbox worth rupees 2200/.80 paisa per carat [ 1 carat = 12 liter].rs which is refundable too. Still people are not ready to take up this Job because of three reasons : 1] eligibilitycriteria under which dealer have to pay 5000/.16 paisa extra on per carat sell that means approximately 13 rs per carat. prabhu ji . This is the common feature of this scheme in both and for that they have to deposit 1100/. Search for Area Distributer This was our second activity under which we have to find out area distributer who will sell at least 20 to 25 carats of his own and can sell 10 to 15 carats by giving it to retailers.80 paisa and 5.rs Demand Draft and bank guarantee of 20000/.lotus are there to further capture maximum market share and .rs scheme : 2] 3000/.80 paisa and ultimately total profit rises to 10. there is a sample of area delivery agent form in Annexure 4 Under area distributer person is getting more profit than retailer if he sell by his own .under this scheme there are two options : 1] 1100/.Area under this was fully backward and old style . Any milk retailer generally get 7. In this work I have to search the area called Wall city of Jaipur .After taking this scheme retailer gets 2. In both area we have visited almost 150 and more shops and converted 23 shopees over all and I also turned lot of retailer shop into milk retailer of amul.rs 2] Saras have a greater share of market and other companies like gauras.and 3000/.rs scheme These scheme is used to increase the commission of milk retailers.The distributer will get 7.20 paisa. sample of amul shopee form and monthly sales card is available in annexure 2and 3 .Converting Amul retailer to Amul Shopee : This a scheme launch by the company to capture the market by giving profit to the retailers. The only difference between 1100/.40 paisa increment over normal profit of 7.

Availability of the product is most important factor .As today few people know that Amul is there in the milk market and it has a product milk and curd . if product is good and it has a market value but it is not present in the market then there • • . FINDINGS AND SUGGESTIONS • Visibility of the product is required . Under this activity I havevisited around 40 to 50 shops which have potential and knowledge of milk business .without proper demand no retailer will take a risk of becoming dealer of any third company except Saras. Aggressive promotional strategy is required . myjourney is still on with a aim to grab dealer so that I may add more to company. For further information regarding Activity done in Amulplease look into annexure 8 .more use of different communication channels are required which was less in Jaipur . 3] biasness about company Amul in the mind of retailers that earliar it was launched in this area but didn’t get success.

where as walled city as a area where maximum part of milk is consumed for tea or coffee purpose.How to communicate with different type of people . By providing best of the thing required by people in the curd market There is two sector of people one who don’t use curd and second is people who prefer homemade curd . 2 – One can also provide different flavours in the curd which will lure people of those sectors also to consume . where as people living here and having their home here itself prefer for homemade curd . • CONCLUSION This project was a greater importance to me .As they are good in numbers . Student or service person from outside are one sector which uses packet curd maximum.is no use of other activities to support sales So supply shortage should be checked .not as a curd but as ice cream sort of thing . This project shows me the way to work in the market .how things work in Fast moving Consumer goods .If one want to make them customer one has to go for value addition in the curd by two ways : 1 .so Amul got an opportunity to capture the market of curd from Sarasa major player of the curd and milk market.I have learnt a lot in this project .having perishable nature of these product one need a excellent distribution network . • Jaipur is full of brand switchers in the case of curd . • • Maximum people in Jaipur consume milk for Drinking .This can be done by providing extra benefits of house hold with the curd or vice a versa . Learnt how to sell .How to convince one for better job .

continuous change in the product as required by consumers and third is price of the product according to satisfaction level of the people and last but not the least is the visibility of product and a promotional strategy to hit. Milk marketing is full game of Branding . Ultimately I must say that I am privileged to work in the company like Amul and get such a real time exposure of FMCG company . people’s mind. .and carefully select market because these product if transferred to far area then cost attached to the product will make it un competitive .if branding of a product is done then the following things has to be taken into consideration like availability of product .

ANNEXTURE ANNEXURE 1 QUESTIONNAIRE DEMOGRAPHIC NAME :________________________________________________________________________ AGE _________________________________________________________________________ AREA : _____________________________________________________________________ MOBILE /PH NO. :_______________________________________________________________ OCCUPATION:______________________________________________________________ ___ 1] DO YOU CONSUME MILK ? YES : .

THEN WHICH KIND OF ? a) Home Made b) Outside 8] IF OUTSIDE CURD THEN WHICH KIND OF DAHI YOU PURCHASE ? a) Packed .NO 2] FROM WHERE DO YOU PURCHASE MILK ? a)Milk Booth c) Milk Vendor 3] DO YOU PURCHASE MILK DAILY ? YES NO 4] IF YES .THEN WHAT IS YOUR DAILY PURCHASE ? a) less than 1 ltr c) 2 to 4 ltr 5] WHAT IS YOUR USAGE PATTERN ? b) 1 to 2 ltr d) more than 4 ltr b) General store d) self USAGE PATTERN a) b) c) d) e) DRINKING TEA/ COFFEE CURD MAKING SWEET MAKING OTHERS % VOLUME 6] DO YOU CONSUME CURD ? YES NO 7] IF YES.

b) loose 9] IF YOU USE PACKED CURD THEN WHICH ONE OF THE FOLLOWING ? a) Nestle c) lotus b) Mother Dairy d) Saras 10] WHAT IS YOUR FREQUENCY OF PURCHASE OF CURD ? a) Daily c) Thrice a week a) 100 ml c) 400 ml b) Twice a week d) Once in two weeks b) 200 ml d) 500ml or more OF 11] WHAT IS YOUR AVERAGE PURCHASE QUANTITY ? 12] PLEASE PUT YOUR PREFERENCE IN PECENTAGE BELOW CURD: SARAS LOTUS NESTLE MOTHER DAIRY BRAND ATTRIBU TEXTURE FLAVOUR WHITENESS PACKING TASTE THICKNESS .

Delicious Chocolate taste Nutramul Energy Drink A drink for Kids .13] IF YOUR PREFERED BRAND IS NOT AVAILABLE.provides energy to suit the needs of growing Kids Amul Kool Chocolate Milk . WILL YOU PURCHASE OTHER BRANDS YES NO 14] IF YES THEN WOULD YOU LIKE TO PURCHASE AMUL CURD ? YES NO PRODUCT DETAILER Amul Kool Millk Shaake Amul Kool Amul Kool Cafe Kool Koko A delight to Chocolate Lovers.

Whitener Purest Dairy . Mother's Milk is Best for your baby Amul Instant Full Cream Milk Powder A dairy in your home Sagar Skimmed Powder Milk Sagar Tea Whitener Coffee Which is especially useful for diet preparations or for use by people on low calorie and high protein diet. Amulya Dairy Whitener The Richest.Amul Kool Bottled Milk Flavoured Amul Kool Flavoured Tetra Pack Amul Masti Buttermilk Spiced Amul Kool Thandai Amul introduces the Best Thirst Quenching Drink Powder Milk Amul Spray Infant Milk Food Still.

. Amul Gold Milk Amul Taaza Toned Milk Double Amul Lite Trim Milk Slim and Amul Fresh Cream Amul Milk Shakti Toned Amul Calci+ Cheese Amul Pasteurised Processed Cheese 100% Vegetarian Cheese from microbial rennet made Amul Cheese Spreads Tasty Cheese Spreads in 3 great flavours..Fresh Milk Amul Fresh Milk This is the most hygienic milk available in the market. Pasteurised in state-of-the-art processing plants and pouchpacked for convenience.

makes great tasting pizzas! Gouda Cheese For Cooking Amul / Sagar Pure Ghee Made from fresh cream. An ethnic product made by dairies with decades of experience. Cooking Butter Amul Malai Paneer Ready to cook paneer to make your favourite recipes! Utterly Delicious Pizza . Has typical rich aroma and granular texture.. has a sweet-dry flavour and hazelnut aroma Amul Pizza Cheese Mozzarella Pizza cheese..Amul Emmental Cheese The Great Swiss Cheese from Amul.

Masti Dahi Desserts Amul Ice Creams Premium Ice Cream made in various varieties and flavours with dry fruits and nuts. for Amul Lassee Amul Basundi Health Drink .Mithai Mate Sweetened Condensed Milk .Free flowing and smooth texture. Amul Shrikhand A delicious treat. Amul Mithaee Gulab Jamuns Pure Khoya Gulab Jamums. anytime. White to creamy color with a pleasant taste. Amul Chocolates The perfect gift someone you love.best served piping hot...

Nutramul Malted Milk Food made from malt extract has the highest protein content among all the brown beverage powders sold in India. Amul Shakti Health Food Drink Available in KesarAlmond and Chocolate flavours .

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