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Introduction
Largest milk producing country in the world, India, milk production is more than 80 million tonnes per year. Out of the entire production, 55 per cent are consumed as fluid milk and rest 45 per cent are sent for industrial processing. Even though India is located in tropical climate, sufficient cold chain and refrigeration facilities are not available in many parts of the country. Milk preservation prior to distribution and sale is a major problem in tropical climate of India. So a new scientific and efficient method is required to overcome such problems. Presently more than 77000 village dairy co-operatives societies have been opened up in India, where more than 10.4 million farmers are members. If a low cost technology for preservation of milk can be implemented in rural areas, it will be a boom to rural people. The advent of Ultra High Temperature (UHT) treatment of milk has added a new dimension to marketing of liquid milk in urban centres as well as remote areas. The distinctive feature of UHT processed milk is that it is sterile-not pasteurized - and so has long shelf life at room temperature. The UHT milk also known as long life milk is emerging as an attractive commercial alternative offering a hygienic product of unmatched quality which can be bought anywhere, at anytime and in any quantity. UHT treatment to a product means exposing it to such powerful heat treatment that all micro-organisms killed and these products have excellent keeping qualities and can be stored for long period of time at ambient temperature. If such low cost technology is developed and used by farmers then he can earn more, improve social economy life, simplify deliveries, use simple and cheaper distribution vehicles and eliminate return of unsold products.

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UHT Milk in India
A pilot plant was set up in 1970 at Baroda to produce aseptically packed UHT milk. Initially, four packaging stations were started at Surat, Indore, Jaipur and Guntur. For more stations were later added at Baroda, Allepey, Vijayawada and Salem. In May 1990, a market study in Delhi was carried out by the Hindustan Packaging Company Limited (HPCL) to evaluate the buying behaviour of consumers in a locality served by UHT milk. The study revealed that UHT milk did so, on account of three factors: better health, convenience and aseptic packaging. As to the milk quality, the microbiological standards within Europe, set by the council of the European Union (EU) to safeguard human and animal health, are shown in the Table 1.

Table 1: EU Standards for bacteria count in milk, in force 1 January 1993

Products
Raw milk

Plate count (CFU mlG ) 1
<100 000

Raw milk stored in silo at the dairy for more than 36 hours

<200 000

Pasteurized milk

<30 000

Pasteurized milk after incubation for 5 days at 8°C

<100 000

UHT and Sterilized milk after incubation for 15 days at 30°C CFU= Colony Forming Units

<10

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Since heat treatment has become the most important part of milk processing and knowledge of its influence on milk better understood, various categories of heat treatment have been initiated as shown in Table 2.

Table 2: The main categories of heat treatment in the dairy industry

Process
Thermisation

Temperature (°C)
63-65

Time
15 Sec

LTLT pasteurization of milk

63

30 min

HTST pasteurization of milk

72-75

15-20 Sec.

HTST pasteurization of cream

> 80

1-5 Sec.

Sterilization in container

115-120

20-30 min

UHT (flow sterilization)

135-140

A few seconds

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UHT Treatment
Milk can be made commercially sterile by subjecting it to temperatures in excess of 100° C and packaging it in air-tight containers. The milk may be packaged either before or after sterilization. The basis of UHT, or ultrahigh temperature, is the sterilization of food before packaging, then filling into pre-sterilized containers in a sterile atmosphere. Milk that is processed in this way using temperatures exceeding 135° C, permits a decrease in the necessary holding time (to 2-5 s) enabling a continuous flow operation that takes place in a closed system that prevents the product from contaminated by airborne microorganisms.. This kills microorganisms, which would otherwise destroy the products. The product passes through heating and cooling stages in quick succession. Aseptic filling, to avoid re-infection of the product, is an integral part of the process.

Production of long life milk
Two methods are use for the production of long life milk. A) In container sterilization, with product in package (Container) being heated at about 115-120°C for 20-30 minutes. Ambient storage. B) Ultra high temperature (UHT) treatment with the product heated at 135-150°C for 4-15 seconds followed by aseptic packaging in packages protecting the product against light and atmospheric oxygen. Ambient storage.

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General UHT operating phases
These operating phases are common to all UHT systems.

Pre-sterilization: Before start of production the plant must be presterilized in order to avoid re-infection of the treated product. The presterilization involves:  Hot water sterilization at the steam temperature as the product shall Undergo. Minimum time of the hot water sterilization is 30 minutes from the moment the relevant temperature has been reached in the whole aseptic part of the plant.  Cooling the plant to conditions required for production.

Production:

The heating medium and product are not in direct

contact, but separated by equipment contact surfaces. Several types of heat exchangers are applicable:  Plate  Tubular  Scraped surface The production phases vary according to the different processes. The procedure described here is of the indirect UHT plant based on plate heat exchanger. The product at about 4°C is pumped from the storage tank to the balance tank of the UHT plant and from there by the feed pump to the regenerative section of the plate heat exchanger. In this section the product is heated to about 75°C by the UHT treated milk, which is cooled at the same time. The preheated product is then homogenized at pressure 180-250 bars. The preheated, homogenized product continues to the heating section of the plate heat exchanger where it is heated to about 137°C. The heating medium is a closed hot-water circuit with the temperature regulated by steam injection in to the water. After heating, the product passes through the holding tube dimensioned for about 4 seconds.

P age |6 Finally. At temperature drop during production the product is diverted into a reject tank and the plant is flushed by water. cooling is performed regeneratively in two sequences: First against the cool end of the hot water circuit and then against the cold incoming product. The sterile food product is then placed in an air-tight sterilized package with a within a hygienic environment. This preserves the food without chemical preservatives or refrigeration. . If one of the packaging machines incidentally stops the aseptic tank take care of the surplus product during the stoppage. All handling of product post-process must be within the sterile environment. The product that leaves the regenerative cooler continues directly to aseptic packaging or to and aseptic tank for intermediate storage. The plant must be cleaned and sterilized before restart. Time (generally 3 to 15 seconds) and temperature (90° to 140°C) are tailored to place the least amount of thermal stress on the product. Fig 1: An UHT Milk producing machine Packaging for aseptic processing: Aseptically processed liquid foods and beverages are sterilized outside the package using an ultra-high temperature process that flash heats and cools the product before containers are filled. The most important point to remember is that it must be sterile. while ensuring bacteriological safety.

filled. creamers. erected. sealed. seal There are several different package forms that are used in aseptic UHT processing:        Cans Paperboard/plastic/foil/plastic laminates Flexible pouches Thermoformed plastic containers Flow molded containers Bag-in-box Bulk totes It is also worth mentioning that many products that are UHT heat treated are not aseptically packaged. tetrapak  Erect. formed in sterile environment. sealed aseptically. plastic soup cans  Blow mold. filled in aseptic environment and sealed  Form. fill. sealed e. fill. gable-top cartons. cambi-bloc  Thermoform. fill and seal: using knocked-down blanks.g.P age |7 There are five basic types of aseptic packaging lines:  Fill and seal: preformed containers made of thermoformed plastic. sterilized. fill and seal: roll of material is sterilized. . e. due to the possibility of recontamination post-processing. e.g.g. This gives them the advantage of a longer shelf life at refrigeration temperatures compared to pasteurization. filled. sealed roll stock sterilized thermoformed. glass or metal are sterilized. but it does not produce a shelf-stable product at ambient temperatures. filled.

labour.P age |8 Facts Regarding UHT Milk  UHT milk remains fresh without refrigeration.  UHT milk is safe to drink with good keeping quality (i. for several months).  The great advantage of UHT milk is the ability to transport it long distances and to store it at atmospheric temperature.  UHT treated milk can be stored at room temperature hence no need of costly refrigeration.  It is high -speed process and has much less effect on the flavour of milk.  UHT milk can be used anywhere and at any time. it should keep under refrigeration. .  Once UHT package is opened.e. energy and space.  UHT is more expensive process due to expensive packaging and therefore require more specific equipment.  UHT treatment of milk saves time.

The current year is seeing the category growing at about 25% and we expect further in growth with marketing initiatives that are in the pipeline. . The category has been experiencing high rate of growth since the year 2001-2002.P age |9 AMUL UHT MILK Amul UHT Milk has been a spearhead of the GCMMF marketing juggernaut ever since its re-launch.

The aseptic packaging system protects the product from air and light and guarantees a long shelf life of 180 days without refrigeration. and nutritional value.5% fat and 8.) and for setting curds. hence also known as UHT milk. payasam etc.5% SNF minimum and is ideal for making sweet dishes (like kheer. taste. The UHT treatment ensures zero microbial activation. Notwithstanding popular misconception.P a g e | 10 Amul Gold Milk Amul Gold is Long Life standardised milk. which has been processed with a technology called UHT (Ultra High Temperature). It is also ideal for drinking straight from the pack for kids and adolescents who simply love its creamy taste sans the inconvenient cream layer! Amul Gold comes in convenient 1 litre and 500ml packs. while preserving the maximum flavour. It is fresh and only fresh milk. . Amul Gold contains 4. UHT technology does not involve any use of preservatives.

hence also known as UHT milk. Notwithstanding popular misconception.5% fat and 9% SNF minimum and is ideal for tea and coffee whitening and for setting curds. UHT technology does not involve any use of preservatives. while preserving the maximum flavour. It is also just right for drinking straight from the pack for those who would like to enjoy the taste the goodness of natural while avoiding the hazards of too much fat! Amul Taaza comes in convenient 1 litre. taste. 500ml and 200ml packs. The UHT treatment ensures zero microbial activation. It is fresh and only fresh milk.P a g e | 11 Amul Taaza Double Toned Milk Amul Taaza is Long Life double toned milk. and nutritional value. The aseptic packaging system protects the product from air and light and guarantees a long shelf life of 180 days without refrigeration. . which has been processed with a technology called UHT (Ultra High Temperature). Amul Taaza contains 1.

The UHT treatment ensures zero microbial activation. and nutritional value. nil cholesterol and 8. With virtually zero fat content. taste.7% SNF minimum. Notwithstanding popular misconception. . It is fresh and only fresh milk. UHT technology does not involve any use of preservatives. vitamins and minerals of natural milk without your having to imbibe unnecessary flab in the deal! Amul Lite Milk comes in convenient 1 litre. The aseptic packaging system protects the product from air and light and guarantees a long shelf life of 180 days without refrigeration. 500ml and 200ml packs. Amul Lite Milk is a unique offering to health conscious milk lovers.P a g e | 12 Amul Lite Slim and Trim Milk Amul Lite is Long Life skimmed milk. hence also known as UHT milk. it gives you all the proteins. while preserving the maximum flavour. which has been processed with a technology called UHT (Ultra High Temperature).

It is the ideal multipurpose milk. The UHT treatment ensures zero microbial activation. Growing children love its taste while benefiting from its comprehensive nutrition. Notwithstanding popular misconception. UHT technology does not involve any use of preservatives. Amul Shakti comes in convenient 1 litre and 500ml packs. while preserving the maximum flavour. hence also known as UHT milk. taste.P a g e | 13 Amul Shakti Toned Milk Amul Shakti is Long Life toned milk.5% SNF minimum. The aseptic packaging system protects the product from air and light and guarantees a long shelf life of 180 days without refrigeration. which has been processed with a technology called UHT (Ultra High Temperature). Amul Shakti contains 3% fat and 8. It is fresh and only fresh milk. and nutritional value. .

 There is no calcium enriched dairy product available in India. Opportunity – as first mover advantage. For sure. Fortification of milk with 100% natural calcium and vitamin D makes the milk a very good dietary source of easily digestible calcium. magnesium. Amul CALCI+  Indian medical journal study reveals that 33% of the female population over 40 years age are suffering from osteoporosis. childhood. especially during phases of infancy. An adequate amount of protein.  Osteoporosis is because of the imbalance in the bone mineral density (BMD) mainly of Calcium. breast feeding. . pregnancy. post-menopause and old age. healthy bones! An adequate supply of calcium is necessary throughout our lifetime.P a g e | 14 Amul Calci+ We are sure that you know the importance of healthy life style which goes hand-in-hand with the healthy and balanced nutrition. What prompted the launch of much awaited products. phosphorous and Vitamin D in our food improves calcium absorption in the digestive tract. a diet which is rich in calcium is at the heart of it. We all know that calcium is an important mineral our body needs to help build and maintain strong.

Low availability or deficiency of calcium may lead to various health issues.  Calcium loss from the bone (initially from the jaw and the backbone) leading to deformity. phosphorous and Vitamin D in our food improves calcium absorption in the digestive tract.  Senior citizens (old age)  Kids for better growth of bones  Young Adults – to avoid risk of osteoporosis at later stage of life. Fortification of milk with 100% natural calcium and Vitamin D makes the milk a very good dietary source of easily digestible calcium. muscle spasms. childhood. especially during phases of infancy. magnesium. breast feeding. and leg cramps (called tetany) at low blood levels  Post-menopause syndrome . regular intake of recommended daily amount of calcium is critical for following people:  For the people having risk of osteoporosis  Pregnant woman and during breast feeding  Post-menopause women (rapid decline is estrogen production after menopause results in osteoporosis in 80% cases).P a g e | 15 Calcium is important for all persons irrespective of age. pregnancy.  Nerve sensitivity. However. An adequate supply of calcium is necessary throughout our lifetime. post –menopause and old age. An adequate amount of protein.  Osteoporosis (the bones become porous and brittle leading to bone fracture)  Lack of calcium in conjunction with sodium intake can lead to risk of hypertension. Extended period of less intake of calcium in human body can cause following problems.

. The recently launched Amul CALCI+ contains high amount of calcium derived from natural milk solids and Vitamin D to serve the daily requirements.  Essential for contraction of muscle during movement.  Helps to transport ions (electrically charged particles) across the membrane.P a g e | 16 In short. Why Calcium enriched milk … Normal milk contains about 150 mg Calcium per 100 ml.  Helps in formation and maintenance of bone and teeth.  An essential component in many enzymes and hormone functions. calcium helps us to live healthy life throughout life span as below. Calcium from natural milk solids is readily digestible. Experts in nutrition around the world recommend a daily calcium intake of 400-600 mg in general and 1000 mg during pregnancy and breast feeding.  A vital component in blood clotting system and also helps in wound healing. The launch of Amul CALCI+ has been highly covered by news papers across India. Fortification of 100% natural calcium with vitamin D helps in better absorption of calcium and effective utilization in the body.

Good source of vitamins and minerals. Two glass of Amul CALCI+ meets daily requirement of calcium. 100% absorption of calcium in the body. . Low fat milk with high value of easily digestible milk proteins. 35 only for 1 Litre Available in temper proof and hygienic tetra pack carton First time in India. Value for money – MRP Rs. Zero bacteria milk which stays fresh for 120 days. Synergic effect with Vitamin D helps in better utilisation of calcium in the body. No preservatives added. Calcium derived from natural milk solids which is easily digestible.P a g e | 17 Advantages of Amul CALCI+ …             High amount of milk calcium and vitamin D.

P a g e | 18 Part I .

With all these observations and analyzing all the data I collected through a questionnaire from all the outlets. „A‟ Class and „B‟ Class outlets. Some problems related to Amul UHT milk products also surfaced and I also found out various reasons for no or low sale of Amul UHT products at various outlets. I also found out what are the loopholes in supply chain of Amul and other various problems related to supply of Amul products. in spite of Amul being a market leader in pouched fresh milk market in New Delhi.P a g e | 19 Market Research To study the availability of AMUL UHT milk in various types of retail outlets. Not only that I found out the availability of Amul UHT milk products in these markets but also various facts related to demand and supply of Amul UHT milk products. dairies and departmental stores to find out the availability of Amul UHT milk products. A Brief Description of Work Done In the first part of this project I conducted a market research on several outlets of North Delhi including the APOs (Amul Preferred Outlet). These conclusions indeed helped me to sketch a list of suggestions which might be valuable for the organisation. I also came to know why other brands are doing better in UHT milk market. I came to various conclusions. .

The objective of this project is to study the availability of AMUL UHT milk in various types of retail outlets in North Delhi. then what are the facilities those brands are providing? Is there any problem faced by these outlet owners in selling Amul UHT milk products? Finding the answers of the above questions will be my primary objective of the research. Some of those are:            In how many outlets do the Amul UHT milk is available? In how many outlets does the other brands‟ UHT milk available? What is the sale of Amul UHT milk products? Which product has got the highest demand and which the lowest? If no UHT product is available in any outlet. The project is not only limited to find the availability of Amul UHT milk but also several other facts which is directly or indirectly related to the demand and supply of the products. then is there any supply related problem? Are there other brands‟ UHT milk products available in these outlets? If yes.P a g e | 20 Research Methodology Objective of The Research To suggest anything to a reputed and most prestigious company of India like AMUL. . then what are the reasons behind that? What is the awareness of Amul UHT milk products in these outlets? If other brands‟ UHT milk products are available in an outlet but not Amul‟s then what are the reasons behind that? If Amul UHT milk products are available in an outlet. To understand such facts we need to find answers of some questions. we need to go through an extensive market research on that topic.

and filled Questionnaire. The research consists of following steps. This helped us get valuable information regarding Amul UHT milk products and also other brands‟ UHT milk products. Research Design: Descriptive Research: In my market survey descriptive research process was carried out to describe the market condition for Amul UHT milk products in North Delhi. Data Source: During project study I used both Secondary data as well as Primary data.P a g e | 21 Developing Research Plan After deciding the objective of marketing research the next step is deciding research plan for gathering effective information related to this research project. . For primary data I visited various markets in North Delhi like Rohini. The questionnaire consists of both closed and open ended questions so that the respondents could answer in their own manner. Through this I were able to extract answers. Ranibagh. research papers and articles in newspapers. I went to various markets where I personally interacted with owners or shopkeepers of different outlets. which will help me come to some relevant conclusions. I chose personal contact method over phone because of higher response rate and meaningful responses. It describes various drawbacks and opportunities in the market for Amul UHT products. Research Instrument: I used questionnaire forms. Research Method: I followed survey technique for collecting the data. Pitampura and various other places where I interacted with owners of different outlets. These conclusions will further help me in suggesting some relevant points which might be helpful for the organisation. which I filled myself while discussing several issues with the owners or shopkeepers. For secondary data I went through internet. which are discussed subsequently.

Contact Method: I conducted my research through Personal Interview. .P a g e | 22 Sampling Plan: In designing the sampling plan following points were considered:  Sampling Unit: In sampling unit I considered those outlets which might have a customer base from upper middle class families or higher. That is reason why I chose APOs. Methods of Data Interpretation: In this market study.  Sample Size: I had visited nearly 106 outlets in various markets and filled my questionnaire. large dairies and single departmental stores. This is because UHT milk is mostly preferred by upper middle class or upper class families. „A‟ class and „B‟ class outlets. I have used pie charts and bar diagrams for data analysis and interpretation because they are the easiest and comprehensive medium for presentation of data.

b) Do not get supply in time.P a g e | 23 Questionnaire Serial No: _______ Outlet Type: ___________ Store Name: _________________________ Address: ___________________________________ Contact Person: ______________________ Contact Number: _______________________________ I) If no UHT product is available 1) Why don’t you keep UHT milk products? a) No customer demand e) Supplier never visits b) Margins are low f) Supplier never asks for c) Replacement problem d) Not aware of g) Any other _________________________________ 2) Which among the following Amul UHT products are you aware of? a) Taaza b) Gold c) Calci+ d) Shakti e) Lite f) None II) If other UHT products are available except Amul 1) Why are you selling other brand UHT products but not Amul? a) Customer’s demand d) Better margins b) Better supply d) Better brand c) Better schemes e) Any other __________________ III) If Amul UHT products are available 1) Are you satisfied with the supply of Amul UHT milk products? Yes No Somewhat 2) If not what is/are the problem/s? a) Do not get proper quantity. c) Supplier does not visit regularly. d) Other reason _____________________________ 3) Which among the following Amul products are you aware of? a) Taaza b) Gold c) Calci+ d) Shakti e) Lite f) None 4) If you are selling other brand products then why so? a) Customer’s demand d) Better margins b) Better supply d) Better brand c) Better schemes e) Any other __________________ 5) Any problems you are facing selling Amul’s UHT milk? a) Supply problem d) Unattractive schemes g) Date fresh not available b) Lower margins e) Customer’s demand is less c) Storage problem f) Replacement Problem h) Any other _____________________________________________________ .

. 8% 6. 6% 91.. No UHT product is available Other UHT products are available except Amul Amul UHT products are available Outlets 91 6 9 . 86% Other UHT products are available except Amul Amul UHT products are available Outlets where.P a g e | 24 Market Findings Availability of UHT Milk Products Total No of Respondents = 106 No UHT product is available 9.

 This shows that even though only 8% of all the outlets have Amul UHT milk.  9 outlets (8%) have Amul UHT milk products. .P a g e | 25 Inference  Out of total 106 outlets covered. 91 outlets (86%) don‟t have any UHT milk.  6 outlets (6%) have other brand UHT milk other than Amul.  If these outlets can be tapped then both availability of Amul UHT milk as well as its sale can be increased. but still there is an immediate potential of 6% of the outlets where other brand UHT milk is available.  This 6% of the outlets can be tapped more easily than others.

of Responses 40 31 30 20 10 8 3 1 11 7 1 6 0 Reasons .P a g e | 26 Outlets Where No UHT Product Is Available Total No of Respondents = 91 Reasons for Not Keeping Any UHT Milk Product 60 55 50 No.

owners said that they face replacement problem for these kinds of products or all types of products of Amul. they face storage problems and date fresh products are not available.  At 31 outlets. owners said that the supplier never asked him to take such products.  At 8 outlets.P a g e | 27 Reasons a) No customer demand b) Margins are low c) Storage problem d) Not aware of e) Supplier never visits f) Supplier never asks for g) Replacement Problem h) Date Fresh not available i) Not line product Responses 55 3 1 8 31 11 7 1 6 Inference  Out of total of 91 outlets where no UHT milk products were available. owners said that they were not aware of such products at all.  At 11 outlets. owners said that supplier never visits his shop regularly or even never. 55 outlet owners said that there is no demand for this type of product.  At 7 outlets.  Some shopkeepers also said that the margins are low for UHT milk.  Some of the most significant reasons for not selling UHT products emerged as:  Low Customer Demand  Irregular visits of the supplier  Unawareness  Replacement problem .

of Respondants 60 50 40 30 20 10 0 26 25 9 9 10 a) Taaza b) Gold c) Calci + d) Shakti e) Lite f) None Amul UHT Milk Products Products a) Taaza b) Gold c) Calci + d) Shakti e) Lite f) None Responses 26 25 9 9 10 67 .P a g e | 28 Outlets Where No UHT Product Is Available Total No of Respondents = 91 Awareness Regarding Amul's UHT Milk Products 80 70 67 No.

67 shop owners said that they are completely unaware of any kind of UHT milk product in the market.  Taaza is the most well known UHT milk product of Amul with 26 shopkeepers aware of it. .P a g e | 29 Inference  Out of 91 outlets where no UHT milk was available.  Calci+ and Shakti are the least known Amul UHT products.  Gold is the next well know Amul UHT product.

P a g e | 30 Outlets Where Other UHT Products Are Available Except Amul Total No of Respondents = 6 Reasons for keeping other Brand's UHT Milk Products but not Amul 4 No of Respondants 3 2 3 2 1 2 1 2 1 0 Reasons Reasons a) Customers' demand b) Better supply c) Better schemes d) Better brand e) Date Fresh g) Replacement Problem Responses 2 3 1 2 1 2 .

Britannia or Mother Dairy.P a g e | 31 Inference  Out of 6 outlets where other brand UHT milk was available like Nestle. 3 shopkeepers said that they keep these brands but not Amul because of their better supply.  The other major facilities that these brands are providing are:  Better replacement offers  Date fresh stock  Better Schemes .

P a g e | 32 Outlets Where Amul UHT Products Are Available Total No of Respondents = 9 Availability of Different Amul UHT Milk Products in Various Outlets 10 9 Availability (No. of Outlets) 9 8 7 6 5 4 3 2 1 0 Taaza Gold Calci+ Lite 6 5 4 Amul UHT Products Products Taaza Gold Calci+ Lite Outlets 9 6 4 5 .

P a g e | 33 Inference  Amul Taaza is the most popular Amul UHT milk product. . is still not available at most of the outlets. which has been launched recently.  Calci+.  Amul Gold the full cream milk which has no competitive product in the market is also not available in many outlets.

P a g e | 34 Outlets Where Amul UHT Products Are Available Total No of Respondents = 9 Awareness Regarding Amul's UHT Milk Products 10 9 8 9 9 No.of Respondants 7 6 5 4 3 2 1 0 6 5 4 a) Taaza b) Gold c) Calci + d) Shakti e) Lite Amul UHT Milk Products Products a) Taaza b) Gold c) Calci + d) Shakti e) Lite Responses 9 9 4 5 6 .

 Amul Shakti and Lite also needs to get promoted. every shopkeeper is aware of Amul Taaza and Amul Gold. .P a g e | 35 Inference  Out of all the outlets where Amul UHT milk is available.  But however awareness regarding Amul Calci+ is least.

25 3.58 Amul UHT Products Products Taaza Gold Calci+ Lite Sales (Cases/Month) 21.42 20 15 10 5 0 Taaza Gold Calci+ Lite 7.42 7.83 3.58 Inference  Amul Taaza has got the highest sale in the market.  Comparatively Amul Gold has got much less sale in the market.P a g e | 36 Outlets Where Amul UHT Products Are Available Total No of Respondents = 9 Sales per Month of Amul UHT Products 25 Sales per Month (In crates) 21.25 3.83 3. .  Both Calci+ and Lite has got very little sale in the market.

 Britannia is in the third place and Mother Dairy at the last place.  Nestle comes in second position and is the closest competitor of Amul in UHT milk market. of Outlets) 9 7 9 8 7 6 5 4 3 2 1 3 1 0 Taaza Nestle Mother Dairy Britannia Competitive Brands Compared to Amul Taaza Products Taaza Nestle Mother Dairy Britannia Outlets 9 7 1 3 Inference  Amul UHT milk is available in most of the outlets as compared to other brand UHT milk. .P a g e | 37 Availability of Competitor Brand Products as Compared to Amul Taaza 10 Availability (No.

P a g e | 38 Sales of Competitor Brand Products as Compared to Amul Taaza 40 Sales per Month (In Crates) 35 30 25 33.  Nestle leads the market where as Amul and Britannia are both close competitors.  Mother Dairy is still to catch up with these brands. but its sale is comparative poor than these two brands.42 21 20 15 10 5 0 Taaza Nestle Mother Dairy Britannia 0.5 21 Inference  Even though Amul is available in maximum number of outlets than Nestle and far ahead of Britannia.42 33.92 21.92 0. .5 Competitive Brands Compared to Amul Taaza Products Taaza Nestle Mother Dairy Britannia Sales 21.

b) Supplier does not visit regularly. b) Supplier does not visit regularly.P a g e | 39 Outlets Where Amul UHT Products Are Available Total No of Respondents = 9 Satisfaction with the Supply of Amul UHT Products 2. 22% 1. 22% 3. 56% 2. 25% a) Do not get proper quantity. 5. 75% a) Satisfied b) Not Satisfied c) Somewhat Satisfied Satisfaction with supply a) Satisfied b) Not Satisfied c) Somewhat Satisfied Responses 5 2 2 Reasons a) Do not get proper quantity. Responses 1 3 .

Supplier visits are always irregular.  1 among those 4 said that he don‟t get proper quantity of what he orders for.  Of those 4 outlets. „A‟ class or „B‟ class. 4 of them said that they are not satisfied with the supply of Amul UHT products.  So here again supply problem surfaced with Amul UHT milk products.P a g e | 40 Inference  Out of 9 outlets where Amul UHT milk products are available. . 3 said that the supplier does not visit regularly. whether the outlet is an APO.

of Respondants 2 2 2 1 1 1 0 a) Customer’s demand b) Better schemes c) Better margins d) Provides Refrigerator Reasons Reasons a) Customer‟s demand b) Better schemes c) Better margins d) Provides Refrigerator Responses 2 2 1 1 .P a g e | 41 Outlets Where Amul UHT Products Are Available Total No of Respondents = 9 Reasons for Selling other Brands' UHT Milk Products along with Amul's 3 No.

 Out of these 3 outlets. . 3 outlets also keep other brand UHT milk products.P a g e | 42 Inference  Out of 9 outlets where Amul UHT milk is available. 2 of them said that they keep other brand UHT milk along with Amul because of customer demand and better schemes.

of Respondants 4 3 4 4 2 1 0 2 1 1 1 1 2 1 Problems Problems a) Lower margins b) Storage problem c) Unattractive schemes d) Customer‟s demand is less e) Date fresh f) Display Problem g) Refrigeration Problem h) Replacement Problem i) High Price Responses 4 1 2 4 1 1 1 2 1 .P a g e | 43 Outlets Where Amul UHT Products Are Available Total No of Respondents = 9 Problems Faced Selling Amul's UHT Milk Products 5 No.

 Some other important problems are: unavailability of fresh date stocks and display problem.  2 of them said that there are no attractive schemes and no replacement guarantee for these products.P a g e | 44 Inference  Out of all the 9 outlets where Amul UHT milk is available. . 4 of them said that they face problems selling the products due to low margins and low customer demand.

P a g e | 45 Part II .

That helped me to gain enormous knowledge on how supply chain works and what are the loopholes and problems related to it. The other objectives were to tap huge demand of calcium rich products with Amul Calci+ and also to tap huge demand of healthy and fat free food with Amul Lite and help improve health of people. Second was to identify the awareness of these products in the markets. I had basically three jobs while doing the sampling. The main objective of this sampling was to add new consumers to Amul Calci+ and Amul Lite Milk portfolio. Third was to collect any order if the shop owners were willing to give of Amul Calci+ and Amul Lite 200 ml packs. That is the reason why South Delhi markets were chosen in first priority. First was obvious to place the samples in the outlets. South Delhi is a place where the demand of UHT milk is good. .P a g e | 46 Sampling Sampling of Amul Lite and Calci+ 200 ml in ‘A’ Class Outlets and Chemist Shops of South & West Delhi A Brief Description of Work Done In the second part of this project I did sampling of Amul Lite and Calci+ 200 ml packs at various „A‟ class outlets and chemist shops of south and west Delhi markets. The next was the West Delhi markets where there is a huge potential for Amul UHT milk products. Other than all these three jobs I also enquired about various other issues related to demand and supply of Amul products.

 Thus. . 90% Aware Not Aware 10. 90% of the shopkeepers were unaware of Amul Calci+ and Lite milk. more and more of promotional activities must be done so as to increase the awareness of these products.P a g e | 47 Data Interpretation & Analysis Total number of shops covered: 105 Awareness of Amul Calci+ and Amul Lite 95. 10% Awareness Aware Not Aware Responses 10 95 Inference  Of all the 105 outlets covered in South and West Delhi.

39% 388. .  Since Calci+ is new in market and is a unique product therefore its demand is better than Lite.P a g e | 48 Demand of Both Calci+ and Lite Total orders received: 633 units (23. 61% was for Calci+ and 39% for Lite.44 cases) 245. 61% Lite Calci+ Products Lite Calci+ Orders Received 245 388 Inference  Out of 633 units of orders received.

P a g e | 49 Geographically Potential Areas for Calci+ and Lite Analysed according to the orders placed in each area 90 80 70 60 Orders (In units) 50 40 30 20 10 0 Lite Calci+ Total .

P a g e | 50 Areas Paharganj Gole Market Patel Nagar Naraini Malviya Nagar Civil Lines Model Town Uday Park Vasant Kunj Vasant Vihar Safdar Enclave Arjun Nagar Green Park Gautam Nagar Kotla Lite 27 25 Calci+ 27 Total 27 25 27 78 81 54 32 44 84 66 12 37 27 12 27 39 39 81 27 27 32 22 42 33 6 5 22 42 33 6 32 27 6 13 6 14 Inference  Some of the potential areas are:  Vasant Kunj  Malviya Nagar  Naraini  Vasant Vihar  Civil Lines .

They are:  Where no UHT milk products are available.  The most significant problem of this section of outlets is that there is very less demand of UHT milk. They can be cost effective ones like:  Display items provided to specific outlets like:  Store name boards  Metal stands  Posters in front of outlets  Banners in front of large outlets  Distribution of pamphlets in front of malls and large departmental stores like.  The promotional activities need not to be very expensive. Thus to increase the demand of UHT milk from the customers side we need to go for promotional activities so as to create awareness of UHT milk products.  The fact that pasteurized milk contains <30000 CFU mlG (Bacterial count in milk) and UHT milk contains <10 CFU mlG should be highlighted.  Advertisement in English daily newspapers. Thus each type of outlet has its own kind of problem and needs different strategies to solve them. Starting with the first one: 1. Where No UHT Milk Products Are Available.  Where Amul UHT milk products are available.  Note that all the advertisements should focus on how UHT milk is better than fresh milk.P a g e | 51 Suggestions Basically we have found that there are three types of outlets. . So I will try to suggest different solutions for each type of outlets.  The tagline should be like “Better than fresh milk”.  Where other brand UHT milk products are available except Amul.

This small percentage of replacement guarantee won‟t create a burden on the company but will generate a lot of confidence in the minds of retailers. but still a small percentage of replacement needs to be given to woe new outlets. They can be given gift items during festive seasons and when done good performance. Keeping this mindset in mind fresh date stock should be made available in the market. it deteriorates with the passage of time. Even though it is true that no company gives 100% replacement guarantee. To solve this problem the company needs to hold regular meetings with the distributers as well as their salesmen.  Another problem is the unavailability of fresh date stocks. The percent of replacement can be between 2-3%. This will encourage the distributers as well as salesmen to perform well regularly.  Again the most significant problem in this section is that the other companies are providing better supply than Amul. That is the reason why people don‟t tend to buy four months old UHT milk even when it has a shelf life of six months. In India people have a mindset that even if a product is well within its expiry date. They even don‟t ask to take newly launched products. Where Other Brand UHT Milk Products Are Available Except Amul. 2. As for example I have visited outlets where demand of UHT milk is very high (more than 15 cases per month). But they are .  Another important problem is the replacement problem. For that all necessary steps related to supply chain management system needs to be developed. This will make them feel like attached to this company and a healthy competition might even generate.P a g e | 52  The next most important problem is that the supplier never visits the outlets or the visits are very irregular. At the meetings the distributers and the salesmen can be educated about the new products launched by Amul.

P a g e | 53 selling either Nestle or Britannia UHT milk due to their better supply.  Visiting doctors like Gynecologists.  Of all those outlets where Amul UHT milk is available. Explaining them about the product and distributing free sample with pamphlet will encourage them to recommend Calci+ and Lite to their patients. Lite and Calci+ lags behind with Calci+ in least outlets. For that following steps can be taken:  Distribute free samples of Calci+ and Lite at all those outlets where Amul UHT milk is available. Where Amul UHT milk products are available. . By this way we can increase the sale of Taaza and Gold and also push Calci+ and Lite into the market. To improve the supply Amul can use steps which I have already discussed in previous part. one 200 ml pack of Calci+ or Lite will be given free.  Advertisements in English daily news papers. Health clubs and gyms can also be targeted where health conscious people come. Chemist shops should also be targeted. Amul Taaza is available in every outlet.  Sampling at malls.  Promotional activities like:  Hoardings at posh areas. But Gold. Thus Amul needs to push Calci+ and Lite in these outlets.  Schemes like with every case of Amul Taaza and Amul Gold. Orthopedic. Thus if Amul can provide better supply than its competitors then it can definitely tap these outlets. child specialist and dieticians will also help. 3.

Here too. some major problems that the owners are facing selling Amul UHT are:  Low customer demand  Low margins  Replacement problem  Unavailability of fresh date products  Display problems All the above problems have already been discussed previously with detailed steps.  Of all the outlets where Amul UHT milk is available. . To retain the outlets and increase the sales. Same steps can be used to solve the problems of retailers who keep Amul UHT milk. supply chain needs to be improved.P a g e | 54  Supply problem again remains here where already Amul UHT milk is available. all the steps which I had discussed earlier can be applied to improve the supply chain.

org 3. UHT milk: A versatile option. Dairy India. V.wikipedia..P a g e | 55 Bibliography 1.amul. . Vijay 4. 1992.B. www.com 2. Rajendra Prasad and V.K. www. New Delhi. The Study on UHT Processing of Milk: A Versatile Option for Rural Sector By Kishor Gedam. By Beha.

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