Vdocument - in Comparative Study Into Sales Distribution of Amul Dairy Parag Dairydoc

8/9/2019 Comparative Study into Sales & distribution of AMUL DAIRY & PARAG DAIRY.
doc
http://slidepdf.com/reader/full/comparative-study-into-sales-distribution-of-amul-dairy-parag-dairydoc 1/103
8/9/2019 Comparative Study into Sales & distribution of AMUL DAIRY & PARAG DAIRY.doc
DECLARATION
I Rupal Poonia Student of BBA – VI Sem, SIT Meerut hereby declare that the project
report entitled Comp$r$t +e Stu!) to S$%e( & ! (tr but o o" A-UL
DAIRY & PARA4 DAIRY” Project 4u !e -r5 R$#u% S#$rm$ H5O5D5, BBA
Dep$rtme t , SIT -eerut i an ori!inal and authentic "or# done by me and i ba ed
upon the tudy conducted by me$
Thi project report "a underta#en a a part of the M$B$A$ Pro!ram of %PT%, &uc#no"$
RUPAL POONIA
BBA 8I SE-
Ro%% No5 99:;29<
'
A()*+ &-./-M-*T
I "ould li#e to e pre my heartfelt !ratitude to"ard mana!ement of AM%&, "ho !a1e
me permi ion to do my re earch project $
I am deeply than#ful to SIT for permittin! me to do /rand Re earch Project and
encoura!in! me to complete ucce fully$ I "ould al o li#e to than# “Project 4u !e
-r5 R$#u% S#$rm$ H5O5D5, BBA Dep$rtme t , SIT -eerut, for her #een intere t,
1aluable !uidance, in piration, immen e 2eal for hard "or# and po iti1e outloo# to"ard
the ubject$ Their intellect, per ua i1ene and in i tence on a !ood "or# "ere a !uidin!
li!ht in the dar#ne of my i!norance$
I "ould al o li#e to e pre my incere than# to our D rector Dr5 S$t e !r$ =um$r
"ho ha1e helped me in carryin! out my Re earch project$ &a tly, I "ould li#e than# all
the per on "ho ha1e helped me directly or indirectly in completin! my project
ucce fully$
PREFACE
Project report i a part of BBA Pro!ram, "hich i 1ery helpful in !ettin! practical
#no"led!e in thi !lobali2ation "orld$ *o"4a4day only theoretical #no"led!e i not
enou!h to ucce in life but mo t important "e mu t ha1e practical #no"led!e$ ith the
help of thi project, I came to #no" ho" to apply theoretical #no"led!e in practice$
Main purpo e of thi project i to ha1e a"arene about indu trial en1ironment and to
#no" about different function of an or!ani2ation li#e .i tribution, Production and
Mar#etin!$
I con ider my elf pri1ile!ed that I !ot a chance to #no" in i!ht of the e reputed
company and can up!rade my #no"led!e related to practical a pect of bu ine "orld
"hich i 1ery helpful in my career buildin!$
CONTENTS
•
- ecuti1e Summary 6
Introduction to the Indian .airy Indu try 7

•
(ompany Profile of Amul 50
•
(ompany Profile of Para! .airy 73
•
(ompany Profile of Mother .airy 77
•
+bjecti1e of the tudy 83
•
Si!nificance of the tudy 85
•
Re earch Methodolo!y 89
•
Analytical Tool 86
•
:indin! ,and .ata interpretation and Analy i 87
•
&imitation of the tudy 88
•
Su!!e tion and (onclu ion ;7
A e>ure '00
a< =ue tionnaire '0'
b< Biblio!raphy '07
->-(%TIV- S%MMAR?
In today@ competiti1e "orld "hile enterin! in the mar#et it i 1ery nece ary to ha1e
!ood #no"led!e of the potential of a particular mar#et$ The !ro"th of a company i

in1ariably determined not ju t by it trate!y, but on ho" it re pond to the challen!e
it encounter $ +1er the decade many .airy companie ha1e ucce fully countered
e1eral challen!e that ha1e come it "ay "ith inno1ati1e re pon e and continuou
impro1ement, "hich ha1e enabled them to remain table and e1en con1ert ome of
their challen!e into opportunitie $ It i the culture of endurance that ha accorded
Indu try the in i!ht and focu to deal "ith the current economic en1ironment$
.ra"in! from it inner tren!th and belief , .airy (ompanie re ponded by
launchin! e1eral initiati1e acro all their operation in 1ariou !eo!raphie that are
helpin! the !roup achie1e !ro"th e1en in current time $ It i al o thi 1ery trate!ic
culture that "ill propel .airy Indu try to continue on it !ro"th trajectory in year to
come$
The report pro1ide a comprehen i1e in i!ht into the company and al o about the
company@ S +T analy i $ Thi report mainly tudie in detail the 1ariou product
mi trate!ie of the company and al o focu e on the e!mentation of both company
ba ed and indu try ba ed and help in analy2in! the company@ competiti1e
ad1anta!e and the rea on behind it ucce $
INDIAN DAIRY
INDUSTRY
INTRODUCTION TO THE INDIAN DAIRY
INDUSTRY
T#e 'or%!?( b **e(t !$ r) pro!uc * cou tr) ( *ro' * "$(t $ ! %oo@ * to become
$ e>port po'er#ou(e !e(p te m$jor u$% t) prob%em(555
A Note to our Re$!er(3 the follo"in! information on India dairy ector i reproduced
from India Infoline$com $ India i the "orld lar!e t mil# producin! country and i
!ro"in! fa t, "ith an eye to"ard becomin! a major dairy e porter$ Thi article i helpful
readin! for anyone intere ted better under tandin!$
Co (umer H$b t( $ ! Pr$ct ce(
Mil# ha been an inte!ral part of Indian food for centurie $ The per capita
a1ailability of mil# in India ha !ro"n from '73 !m per per on per day in ';73 to '83!m
in ';;3 and 305 !m in ';;84;;$Thi i e pected to increa e to 3'3!m for 3008$
Co"e1er a lar!e part of the population cannot afford mil#$ At thi per capita con umption
it i belo" the "orld a1era!e of 386 !m and e1en le than 330 !m recommended by the
*utritional Ad1i ory (ommittee of the Indian (ouncil of Medical Re earch$
Still, e1eral con umer in urban area prefer to buy loo e mil# from 1endor due
to the tron! perception that loo e mil# i fre h$ Al o, the current le1el of proce in! and
pac#a!in! capacity limit the a1ailability of pac#a!ed mil#$
The preferred dairy animal in India i buffalo unli#e the majority of the "orld
mar#et, "hich i dominated by co" mil#$ A hi!h a ;8E of mil# i produced in rural
India, "hich cater to 73E of the total population, "herea the urban ector "ith 38E
population con ume 6 E of total mil# produced$ -1en in urban India, a hi!h a 85E of
the con umed mil# come from the unor!ani2ed traditional ector$
Pre ently only '3E of the mil# mar#et i repre ented by pac#a!ed and branded
pa teuri2ed mil#, 1alued at about R $8, 000 crore $ =uality of mil# old by unor!ani2ed
ector ho"e1er i incon i tent and o i the price acro the ea on in local area $ Al o
the e 1endor add "ater and cau tic oda, "hich ma#e the mil# unhy!ienic$
-$r@et S e $ ! 4ro't#
Mar#et i2e for mil# G old in loo eH pac#a!ed form< i e timated to be 5 mn MT 1alued
at R 970bn$ The mar#et i currently !ro"in! at round 9E pa in 1olume term $ The mil#
urplu tate in India are %ttar Prade h, Punjab, Caryana, Raja than, /ujarat,
Mahara htra, Andhra Prade h, )arnata#a and Tamil *adu$ The manufacturin! of mil#
product i concentrated in the e mil# urplu State $ The top tate 1i2$ %ttar Prade h,
Punjab, Madhya Prade h, Raja than, Tamil *adu and /ujarat to!ether account for 68E
of national production$
Mil# production !re" by a mere 'E pa bet"een ';97 and ';70$ Since the early
70 , under +peration :lood, production !ro"th increa ed i!nificantly a1era!in! o1er
6E pa$
About 76E of mil# i con umed at the hou ehold le1el "hich i not a part of
commercial dairy indu try$ &oo e mil# ha a lar!er mar#et in India a it i percei1ed to be
fre h by mo t con umer $ In reality ho"e1er, it po e a hi!her ri # of adulteration and
contamination$
The production of mil# product , i$e$ mil# product includin! infant mil# food,
malted food, conden ed mil# chee e tood at 5$07 la#h MT in 3008$ Production of mil#
po"der includin! infant mil#4food ha ri en to 3$36 la#h MT in 3008, "herea that of
malted food i at 6000 MT$ (hee e and conden ed mil# production tand at 6000 and
''000 MT re pecti1ely in the ame year$
-$jor P%$)er(
The pac#a!ed mil# e!ment i dominated by the dairy cooperati1e $ /ujarat (o4operati1e
Mil# Mar#etin! :ederation G/(MM:< i the lar!e t player$ All other local dairy
cooperati1e ha1e their local brand G:or e$!$ /o#ul, arana in Mahara htra, Sara in
Raja than, Ver#a in Punjab, Vijaya in Andhra Prade h, Aa1in in Tamil *adu, etc<$ +ther
pri1ate player include J ) .airy, Cerita!e :ood , Indiana .airy, .airy Specialtie , etc$
Amrut Indu trie , once a leadin! player in the ector ha turned ban#rupt and i facin!
liDuidation$
'0
P$c@$* * Tec# o%o*)
Mil# "a initially old door4to4door by the local mil#man$ hen the dairy co4
operati1e initially tarted mar#etin! branded mil#, it "a old in !la bottle ealed "ith
foil$ +1er the year , e1eral de1elopment in pac#a!in! media ha1e ta#en place$ In the
early 80 , pla tic pouche replaced the bottle $ Pla tic pouche made tran portation and
tora!e 1ery con1enient, be ide reducin! co t $ Mil# pac#ed in pla tic pouche Hbottle
ha1e a helf life of ju t '43 day , that too only if refri!erated$ In ';; , Tetra Pac# "ere
introduced in India$ Tetra Pac# are a eptic laminate pac# made of aluminum, paper,
board and pla tic$ Mil# tored in tetra pac#

and treated under %ltra Ci!h Temperature G%CT< techniDue can be tored for four month
"ithout refri!eration$ Mo t of the dairy co4operati1e in Andhra Prade h, Tamil *adu,
Punjab
and Raja than ell mil# in tetra pac# $ Co"e1er tetra pac#ed mil# i co tlier by R 647
compared to pla tic pouche $ In 3008400 *e tle launched it %CT mil#$ Amul too
relaunched it Amul Taa2a brand of %CT mil#$ The %CT mil# mar#et i e pected to
!ro" at a rate of more than '04'3E in comin! year $
''
Sub eDuent to de4canali2ation, e port of ome mil# ba ed product are freely
allo"ed pro1ided the e unit comply "ith the compul ory in pection reDuirement of
concerned a!encie li#eK *ational .airy .e1elopment Board, - port In pection (ouncil
etc$ Bureau of Indian tandard ha pre cribed the nece ary tandard for almo t all
mil#4ba ed product , "hich are to be adhered to by the indu try$
Propo($% to Ame ! t#e --PO
A propo al to rai e the e emption limit for compul ory re!i tration of dairy
plant , from the pre ent '0,000 litre a day to 30,000 litre , i bein! con idered by the
Animal Cu bandry .epartment$ The 76,0004litre limit i li#ely to be rai ed either to
'00,000 litre or '36,000 litre in the amended order$ The ne" order "ould al o do a"ay
"ith the pro1i ion for re4re!i tration$
Pe etr$t o o" m %@ pro!uct(
e tern table pread uch a butter, mar!arine and jam are not 1ery popular in
India$ All India penetration of butterH mar!arine i only 9E$ Thi i al o lar!ely
repre ented by urban area , "here penetration i hi!her at ;E$ In rural area , butterH
mar!arine ha1e penetrated in 3$'E of hou ehold only$ The u e of the e product in the
lar!e metro i hi!her, "ith penetration at '6E$
'5
Penetration of chee e i almo t nil in rural area and ne!li!ible in the urban area $
Per capita con umption e1en amon! the chee e4con umin! hou ehold i a poor 3$9#! pa
a compared to o1er 30#! in %SA$ The lo"er penetration i due to peculiar food habit ,
relati1ely e pen i1e product and al o non4a1ailability in many part of the country$
Butter, mar!arine and chee e product are mainly manufactured by or!ani2ed ector$
Similarly, penetration of !hee i hi!he t in medium i2ed to"n at 57$3E
compared to 5'$7E in all urban area and 3'$5E in all rural area $ The all India
penetration of !hee i 39$'E$ In relati1e term , penetration of !hee i i!nificantly hi!her
in *orth and e t, "hich are mil# urplu re!ion $ *orth account for 67E of !hee
con umption and e t for 35E, South -a t to!ether account for the balance 30E$ A
lar!e part of !hee i made at home and by mallH cotta!e indu try from mil#$ The relati1e
hare of branded product in thi cate!ory i 1ery lo" at around '43E$
Mil# po"der and conden ed mil# ha1e not been able to !arner any i!nificant
con umer acceptance in India a indicated by a 1ery lo" 9$7E penetration$ The
penetration i hi!her at
8$'E in urban area and lo"er at 5$6E in rural area $ ithin urban area , it i relati1ely
hi!her in medium i2ed to"n at 8$6E compared to 7$7E in lar!e metro $
'9
E>port Pote t $%
India ha the potential to become one of the leadin! player in mil# and mil#
product e port $ &ocation ad1anta!eK India i located amid t major mil# deficit countrie
in A ia and Africa$ Major importer of mil# and mil# product are Ban!lade h, (hina,
Con! )on!, Sin!apore, Thailand, Malay ia, Philippine , Japan, %A-, +man and other
!ulf countrie , all located clo e to India$
T#e m$jor e>port pro!uct(3 1 The product of Amul i bein! e ported in the 90
countrie of the "orld $ Many of the product are no" a1ailable in the %$S$A , /ulf
countrie and Sin!apore$ Amul product are bein! e ported to the Sin!apore ince la t
three decade $ %ndoubtedly, Amul i the preferred ta te of Indian in the /ulf countrie $
Lo' Co(t o" Pro!uct o K
Mil# production i cale in en iti1e and labour inten i1e$ .ue to lo" labour co t, co t of
production of mil# i i!nificantly lo"er in India$
(oncern in e port competiti1ene are u$% t)3 Si!nificant in1e tment ha to be
made in mil# procurement, eDuipment , chillin! and refri!eration facilitie $ Al o, trainin!
ha to be imparted to impro1e the Duality to brin! it up to international tandard $
Pro!uct + t)3 To ha1e an e portable urplu in the lon!4term and al o to maintain co t
competiti1ene , it i imperati1e to impro1e producti1ity of Indian cattle$
There i a 1a t mar#et for the e port of traditional mil# product uch a !hee,
paneer, hri#hand, ra a!ula and other ethnic "eet to the lar!e number of Indian
cattered all o1er the "orld$
'6
I ! $?( e>port( o" m %@ pro!uct(
De(cr pt o .//:10/ ./0/100 ./0910<
6 u$ t t), - T53 8$%ue, R(5
m %% o 7
u$ t t) 8$%ue u$ t t) 8$%ue u$ t t) 8$%ue
S@ mme!m %@ po'!er <,;9 5;. 9,9259. . .5 / 0:5;< 25// /59 2
- %@ $ ! - %@ Foo! "or 5. .5/0: 00059 <5. 005// .5/.
b$b e(
- %@ cre$m 99.5.9 . 5/< 05// /5/ < 1 1
S'eete e! co !e (e! m %@ <05 9 .5 < :5.. /5: ;/59: 5..
#e) 5<; 95 2 0052/ 05/0 ;5// /59<.
4#eeGButterGButter o % , :25/ <9050 .::5: 0:5. <,92.5/ .,9 5:2
C#ee(e
6$7 Fre(# /50/ /5/09 1 1 1 1
6b7 Proce((e! 25; 05./ .50 /59 2 ..50/ .50:
6c7 Ot#er ;;5;< 592 9;5 /5;: .<5 < <522
TOTAL 1 , .5 1 2.5< 1 .,225;
I ! $ 6tr$! t o $%7 - %@ Pro!uct(
There are a lar!e 1ariety of traditional Indian mil# product uch a
Ma##han 4 un alted butter$ /hee 4 butter oil prepared by heat clarification, for lon!er
helf life$ )heer 4 a "eet mi of boiled mil#, u!ar and rice$ Ba undi 4 mil# and u!ar
boiled do"n till it thic#en $ Rabri 4 "eetened cream$ .ahi 4 a type of curd$ &a i 4 curd
mi ed "ith "ater and u!arH alt$ (hannaHPaneer 4 mil# mi ed "ith lactic acid to
'
Mafco &imited ell &a i under the Aarey brand and fla1ored mil# under the
-ner!ee franchi e Gin the e tern re!ion, mainly in Mumbai<$ Britannia ha launched
fla1ored mil# in 1ariou fla1or in tetra pac# $
/(MM: ha al o made a be!innin! in brandin! of other traditional mil# product
"ith the launch of pac#a!ed Paneer under the Amul brand$ It ha al o created a ne"
umbrella brand LAmul MithaeeL, for a ran!e of ethnic Indian "eet that are propo ed to
be launched the fir t ne" product Amul Mithaee /ulabjamun ha already been launched
in major Indian mar#et $
e(ter - %@ Pro!uct(
e tern mil# product uch a butter, chee e, yo!urt ha1e !ained popularity in the Indian
mar#et only durin! the la t fe" year $ Co"e1er con umption ha been e pandin! "ith
increa in! urbani2ation$
'8
Butter
Mo t Indian prefer to u e home made "hite butter Gma##han< for rea on of ta te and
affordability$ Mo t of the branded butter i old in the to"n and citie $ The major brand
are Amul, Vijaya, Sa!ar, *andini and Aarey$ Amul i the leadin! national brand "hile the
other player ha1e !reater hare in their local mar#et $ The late t entrant in the butter
mar#et ha been Britannia$ Britannia ha the ad1anta!e of a "ide di tribution reach and
a tron! brand recall$
Priced at par "ith the Amul brand, it i e pected to !i1e tiff competition to the e i tin!
player $ In 3008400 the butter production i e timated at 9 la#h MT of thi only 96) MT
i in the "hite form u ed for table purpo e re t all i in the yello" form$
C#ee(e
The pre ent mar#et for chee e in India i e timated at about ;,000 tonne and i !ro"in!
at the rate of about '6E per annum$ (hee e i mainly con umed in the urban area $ The
four metro citie alone account for more than 60E of con umption$ Mumbai i the lar!e t
mar#et Gaccountin! for 50E of chee e old in the country<, follo"ed by .elhi G30E<$
(alcutta G7E< and (hennai G E<$ Mumbai ha a lar!er number of dome tic con umer ,
compared to .elhi "here the bul# in titutional e!ment Gmainly hotel < i lar!er$
';
Dem$ ! "or +$r ou( t)pe( o" c#ee(e t#e I ! $ m$r@et
T)pe o" c#ee(e o" tot$% co (umpt o

Proce((e! 2/
C#ee(e (pre$! 9/
-o $re%%$ 0/
F%$+ore!GSp ce! 2
Ot#er( 2
The major player are Amul, Britannia, and .abon International dominatin! the mar#et$
+ther major brand "ere Vijaya, Ver#a and *andini Gall brand of 1ariou re!ional dairy
cooperati1e < and Vadilal$ The hea1y ad1erti in! and promotion bein! underta#en by
the e ne" entrant i e pected to lead to tron! 30E !ro"th in the e!ment$ Amul ha
al o become more a!!re i1e "ith launch of ne" 1ariant uch a Mo22arella chee e
Gu ed in Pi22a<, chee e po"der, etc$
The entry of ne" player and increa ed mar#etin! acti1ity i e pected to e pand the
mar#et$ All the major player are e pandin! their capacitie
30
C$p$c t) e>p$ ( o C#ee(e
Comp$ ) Br$ !( St$te C$p$c t)

D) $m c( 4roup -$ u"$cture( "or Br t$ $ -$#$r$(#tr$ 92 to ( per !$)
4C--F Amu% 4uj$r$t ./ to ( per !$)
APDDCF 8 j$)$ A !#r$ Pr$!e(# 0/ to ( per !$)
- %@ Po'!er
Mil# po"der i mainly of 3 type
hole mil# po"der
S#immed mil# po"der
hole mil# po"der contain fat, a di tin!ui hed from #immed mil# po"der, "hich i
produced by remo1in! fat from mil# olid $ S#immed mil# po"der i preferred by diet
con ciou con umer $ .airy "hitener contain more fat than #immed mil# po"der but
le compared to "hole mil# po"der$ .airy "hitener are popular mil# ub titute for
ma#in! tea, coffee etc$
The penetration of the e product in mil# abundant re!ion i dri1en by
con1enience and non peri hable nature Glon!er helf life< of the product$
.airy ector of ad1anced nation e port mil# product "ith a ub idy of N '000
per tone "ith a le1el of ub idy more than 0 E of the price of mil# po"der produced in
India, thi ha led to lar!e cale import of mil# po"der both in "hole and #immed
form$ To protect the dome tic ector from the e ub idi2ed import the central
!o1ernment ha recently increa ed the ba ic import duty on all import of mil# po"der
more than '0000 MT to 0E from '6E$ :or import le than '0000 MT the ba ic
cu tom duty ha been left unchan!ed at '6E$
3'
In 3008 India i e timated to ha1e imported about '8,000 tonne of mil# po"der a!ain t a
total e timated production of 3$90 &a#h MT $ In 3007408 India i e pected to e port
'0000 MT of #immed mil# po"der due to ri e in international price to N3500 per MT
from la t year le1el of N'900 per MT$ The e e pectation are ba ed on the tron!
demand from Ru ia, -a t A ia and &atin America, and al o on ti!htenin! of upply in
-%, "hich account for 76E of the annual !lobal S#immed Mil# Po"der e port $
- %@ Co%%ect o C)c%e
The ucce of each and e1ery dairy indu try i the !ettin! the mil# from the
farmer and ma#in! that mil# in u e a oon a po ible before that mil# !et poiled
becau e the mil# i the peri hable product$ :or the mooth runnin! the bu ine of dairy
indu try the indu try mu t concentrate on the mil# collection cycle$ Amul dairy i 1ery
con ciou about the mil# collection cycle becau e the ba e of the ucce of the Amul i
mil# collection cycle$
Pro!uct o c$p$c t) o" Amu%

Butter 60 to 0 Tone
Po"der plant 70 tone
:la1our mil# 90000 bottle
-$jor P%$)er(
Mil# Po"derH.airy hitener K Major #immed mil# brand are Sa!ar G/(MM:< and
*andini G)arnata#a Mil# :ederation<, Amul :ull (ream mil# po"der i a "hole mil#
po"der brand$
&eadin! brand in the dairy "hitener e!ment are *e tlO@ -1eryday, /(MM: Amulya,
.almia Indu try Sapan, )"ality .airy India cream country, oc#hardt :arm :re h
and Britannia Mil#man .airy hitener$
Co !e (e! - %@
33
The conden ed mil# mar#et ha !ro"n from ;000 MT in 3007 to ''000 MT in 3008$
(onden ed mil# i a popular in!redient u ed in home4made "eet and ca#e $ *e tlO@
Mil#maid i the leadin! brand "ith more than 66E mar#et hare$ The only other
competitor i /(MM: Amul$
I "$ t Foo!(
*e tle i the mar#et leader in the e!ment$ Thi i a cate!ory "here brand loyaltie are
1ery tron! a mother "ant the be t for their babie $ Cein2 i the only other i!nificant
competitor to *e tle in thi e!ment$ *e tlO@ (erelac and *e tum to!ether ha1e around
80E mar#et hare and Cein2 :are ha clo e to '8E hare$ or# hard i a relati1ely
ne" entrant "ith it :ir t :ood brand$ oc#hardt al o propo e to launch a ne" baby
food -a um containin! moon! Gmoon! i one of the ea ily di!e tible pul e <$ The -a um
brand "ill directly compete "ith *e tle *e tum Gmade from rice<$
In infant formula al o *e tle &acto!en formula and &acto!en tandard formula
are the leadin! brand "ith around 76E mar#et hare$ +ther brand are Cein2 &actode
:are , oc#hardt Rapta#o , and Amul Amul pray
35
-$jor !$ r) pro!uct( m$ u"$cturer(
Some o" t#e m$jor !$ r) pro!uct( m$ u"$cturer( t#e cou tr)3
Comp$ ) Br$ !( -$jor Pro!uct(

Ne(t%e I ! $ L m te! - %@m$ !, Cere%$c, S'eete e! co !e (e! m %@, m$%te!
L$cto*e , - %o, "oo!(, m %@ po'!er $ ! D$ r)
E+er)!$) '# te er
- %@ "oo! L m te! - %@ "oo! 4#ee, ce cre$m, $ ! ot#er m %@
pro!uct(
Sm t# =% e Hor% c@(, -$%to+$, 8 +$ -$%te! - %@ "oo!, *#ee, butter,
Beec#$m L m te! po'!ere! m %@, m %@ "%u ! $ ! ot#er

m %@ b$(e! b$b) "oo!(5
I !o!$ I !u(tr e( I !$ $ Co !e (e! m %@, (@ mme! m %@
L m te! po'!er, '#o%e m %@ po'!er, !$ r)
m %@ '# te er, c# %%e! $ ! proce((e!
m %@
39
4uj$r$t Co1 Amu% Butter, c#ee(e $ ! ot#er m %@
oper$t +e m %@ pro!uct(
-$r@et *
Fe!er$t o L m te!
H5 5 He L m te! F$re>, Comp%$ , I "$ t - %@"oo!, m$%te! - %@"oo!
4%$cto(e, Bo em >,
8 t$m %@
Br t$ $ - %@m$ F%$+ore! m %@, c#ee(e, - %@ Po'!er,
4#ee
C$!bur) Bour + t$ -$%te! "oo!
36
Butter3 hole mil# i fir t eparated into #im mil# and cream by centrifu!al force in a
eparator$ The cream i then pa teuri2ed either throu!h batch proce or a continuou
proce $ In batch proce , cream i heated to a minimum of 790 ( and held at the
temperature for 50 minute , "hile in continuou proce it i heated at 860 ( and i held
for only '6 econd $ The heat treatment de troy bacteria, inacti1ate en2yme and !i1e
the cream a coo#ed fla1our$
After pa teuri2ation, a temperin! proce i applied in "hich cream i held at '00 ( to
allo" rearran!ement of the fat cry tal $ The cream i then churned to produce butter$
(ontinuou churnin! con1ert cream into butter in a fe" minute "hile batch churnin!
ta#e a lon!er time$ (ompo ition and colour adju tment i al o done at the churnin! ta!e
and a alt olution i added to !i1e the fini hed butter a alty ta te$ About '5 litre of mil#
"ith E fat i reDuired to produce ' #! of butter$
C#ee(e3 There are thou and of 1arietie of chee e in the "orld$ The type of
manufacturin! proce u ed in the production of chee e determine it fla1our, "hich
ran!e from e tremely mild to 1ery harp, and it te ture, "hich can be emi4 olid to
almo t tone hard$ (hee e ma#in! reDuire four main in!redient 4 !ood Duality mil#,
rennet or coa!ulatin! acid , culture and alt$ (hee e i !enerally made from co" mil#$
About '0 litre of mil# "ith 5E fat i reDuired for ma#in! ' #! of chee e$ *atural (hee e
i made by coa!ulatin! or curdlin! mil#, tirrin! heatin! the curd, drainin! off the
"hey and collectin! or pre in! the curd$ The de ired fla1our and te ture i obtained by
1aryin! the temperature, humidity and time period of the curin! proce $ S"eetened
conden ed mil# i u ually made from fre h mil# by addin! u!ar to the mil# pre4"armin!
37
and concentratin! the mi ture in the hi!h 1acuum$ The yrupy mil# i then cooled o that
the lacto e cry talli2e a 1ery fine cry tal and then the product i coa!ulated$
Future Pro(pect(
IndiaQ Q dairy ector i e pected to triple it production in the ne t '0 year in 1ie" of
e pandin! potential for e port to -urope and the e t$ Moreo1er "ith T+ re!ulation
e pected to come into force in comin! year all the de1eloped countrie "hich are amon!
bi! e porter today "ould ha1e to "ithdra" the upport and ub idy to their dome tic
mil# product ector$ Al o India today i the lo"e t co t producer of per litre of mil# in
the "orld, at 37 cent , compared "ith the %$S 5 cent , and JapanQ Q N3$8 dollar $ Al o
to ta#e ad1anta!e of thi lo"e t co t of mil# production and increa in! production in the
country multinational companie are plannin! to e pand their acti1itie here$ Some of
the e mil# producer ha1e already obtained Duality tandard certificate from the
authoritie $ Thi "ill help them in mar#etin! their product in forei!n countrie in
proce ed form$
The urban mar#et for mil# product i e pected to !ro" at an accelerated pace of around
55E per annum to around R $95,600 crore by year 3008$ Thi !ro"th i !oin! to come
from the !reater empha i on the proce ed food ector and al o by increa e in the
con1er ion of mil# into mil# product $ By 3008, the 1alue of Indian dairy produce i
e pected to be R '0, 00,000 million$ Pre ently the mar#et i 1alued at around R
7, 00,000mn$
38
Comp$ ) Pro" %e o" A-UL
The Amul – Meanin!
AM%& mean pricele in San #rit $ A Duality control e pert in Anand u!!e ted the
brand name AM%& from the San #rit "ord Amoolya 1ariant , all meanin!
pricele are found in e1eral Indian lan!ua!e $ Amul product ha1e been u ed in
million of home ince ';9 $
Amul butter
Amul mil# po"der
Amul !hee
Amul pray
Amul chee e
Amul chocolate
Amul Ice4 cream
Today Amul i a ymbol of many thin! $ of hi!h – Duality product old at rea onable
price $ : triumph of indi!enou technolo!y $ +f the mar#etin! a11y of a farmer
or!ani2ation $ And pro1en model for dairy de1elopment $
3;
-OTTO, 8ISION, AND UALITY POLICY
-OTTO
The main motto of AM%& i to help farmer $ :armer "ere the foundation tone of
AM%&$ The y tem "or# only for farmer and for con umer , not for profit$ The main
of AM%& i to pro1ide Duality product to the con umer at minimum co t$ The !oal of
AM%& i to pro1ide ma imum profit in term of money to the farmer $
8ISION
Vi ion of AM%& i to pro1ide and 1ani h the problem of farmer Gmil# producer <$ The
AM%& apparition "a to run the or!ani2ation "ith co4operati1e of four main partie , the
farmer , the repre entati1e , the mar#eter , and the con umer $
UALITY POLICY
e the moti1ated and de1oted "or# force of AM%& are committed to produce "hole
ome and afe food of e cellent Duality to remain mar#et leader throu!h deployment of
Duality mana!ement y tem, tate of art technolo!y inno1ation and eco4 friendly
deli!htment of cu tomer and betterment of mil# producer
50
HISTORY
In early ';90@ a farmer in )aira di trict, a el e"here in India, deri1ed hi income
almo t entirely from ea onal crop $ The income from mil# "a paltry and could not be
depended upon$ The main buyer "ere mil# trader of Pol on &td$4a pri1ately o"ned
company that enjoyed monopoly for upply of mil# from )aira to the /o1ernment Mil#
Scheme Bombay$ The y tem lead to e ploitation of poor and illiterate farmer by the
pri1ate trader $ Co"e1er, "hen the e ploitation became intolerable, the farmer "ere
fru trated$ They collecti1ely appealed to Sardar Vallabhbhai Patel, "ho "a a leadin!
acti1i t in the freedom mo1ement$ Sardar Patel ad1i ed the farmer to ell the mil# on
their o"n by e tabli hin! a cooperati1e union, in tated of upplyin! mil# to pri1ate
trader $ Sardar Patel ent the farmer to Shri Morarji .a ai in order to !ain hi (o4
operation and help$ Shri .a ai held a meetin! at Samr#ha@ 1illa!e near Anand, on
5'
January 9, ';9 $ Ce ad1i ed the farmer to from a ociety for collection of the mil#$The e
1illa!e ocietie "ould collect the mil# them el1e and al o decided price for that "hich
"ould be profitable for them$ The di trict union "a al o from to collect the mil# from
uch 1illa!e cooperati1e ocietie and to ell them$ It "a al o re ol1ed that the
!o1ernment hould a #ed to buy mil# from the union$
Co"e1er, the !o1ernment did not eem to help farmer by any mean $ It !a1e the ne!ati1e
re pon e by turnin! do"n the demand for the mil#$ To re pond to thi action of
!o1ernment, farmer of )aira di trict "ent on a mil# tri#e$ :or '6 day not a in!le drop
of mil# "a old to the trader $ A a re ult the Bombay mil# cheme "a e1erely
affected$ The mil# commi ioner of Bombay then 1i ited Anand to a e the ituation$
:inely he decided to fulfill the farmer demand$ Thu their cooperati1e union "ere
forced at 1illa!e and di trict le1el to collect and ell mil# on a cooperati1e ba i , "ithout
the inter1ention of !o1ernment$ Mr$ Ver!he e )urien had main intere t in e tabli hin!
union "ho "a upported by Shri Tribhu1anda Patel "ho con1inced farmer in formin!
the cooperati1e union at the1illa!e le1el$ The )aira .i trict (o4operati1e Mil#
Producer @ %nion@ "a thu e tabli hed in Anand and "a re!i tered formally under
ection '0 of Bombay Act VII of ';36 on .ecember '9, ';9 $ Since then farmer are
ellin! all the mil# in Anand throu!h cooperati1e union$ In ';66 it "a commonly
decided the ell mil# under the brand name Amul@
At the initial ta!e only 360 liter of mil# "a collected e1eryday$ But "ith the
!ro"in! a"arene of the benefit of the co4operati1e4ne the collection of mil#
increa ed$ Today Amul collect 60, 00,000 liter of mil# e1eryday$ A the mil# i
53
peri hable commodity it became difficult to pre er1e mil# for a lon!er period$ Be ide
"hen the mil# "a to be collected from the far place there "a a fear of poilin! of mil#$
To o1er come thi problem the union thou!ht to de1elop the chillin! unit at 1ariou
junction , "hich "ould collect the mil# and could chill o a pre er1e it a for a lon!er
period$ Thu , today Amul ha more than ' 8 chillin! center in 1ariou 1illa!e $ Mil# i
collected from almo t '0;7 ocietie $
ith the financial help from %*I(-:, a i tance from the !o1ernment of *e"
Uealand under the (olombo plan, of R $ 60 million for factory to manufactory mil#
po"der and butter$ .r$ Rajendara Pra ad, the pre ident of India laid the foundation on
*o1ember 60, ';69$ Shri Pandit Ja"aharlal *ehru, the prime mini ter of India declared it
open at Amul dairy on *o1ember 30, ';66$
A plant to manufacture balanced cattle feed "a formally commi ioned on
+ctober 5', '; 9 by Shri &albahadur Sha tri, the Prime Mini ter of India$ At the reDue t
of the !o1ernment of India, a ne" dairy "ith a capacity to manufacture 90 ton of mil#
po"der and 30 ton of butter a day "a completed in '; 5$ Thi "a meant to meet the
reDuirement of India@ defen e force $ The dairy "a declared open by ShriMorarji .e ai
in April, '; 6$ in ';79, the )aira %nion etup a plant to manufacture hi!h4protein
"eanin! food, chocolate and malted food at Mo!ar, about 8 #m outh of Anand$
In September, ';8', the econd cattle feed plant at )anjari@ "ere tarted$ The
ucce ion of the co4!eneration project on September '', ';86, mar#ed a mile tone on the
ener!y front "hen t"o !a turbine !enerator of '$6 M each ba ed on natural !a , "ere
commi ioned$ +n +ctober 5', ';;3, .r$ V$ )urien chairman, *ational .airy
55
.e1elopment Board, laid the foundation of )aira %nion@ third dairy "ith a proce in!
capacity of $6 la#h liter of mil# a day$ or# on the third dairy and chee e plant at
)hatraj@ "ith capacity for 30 Metric Ton of chee e per day, be!an in :ebruary, ';;9$
Al o in ';;9, )aira %nion put up bread pread plant at Mo!ar@ "ith the a i tance from
*ational .airy .e1elopment Board$
/ujarat (ooperati1e Mil# Mar#etin! :ederation G/(MM:< i India lar!e t food
product mar#etin! or!ani2ation$ It i a tate le1el ape body of mil# cooperati1e in
/ujarat "hich aim to pro1ide remunerati1e return to the farmer and al o er1e the
intere t of con umer by pro1idin! Duality product "hich are !ood 1alue for money$
59
-ember(3 '5 di trict cooperati1e mil# producer
%nion
No5 o" Pro!ucer -ember(3 3$ million
No5 o" 8 %%$*e Soc et e(3 '3,7;3
Tot$% - %@ #$ !% * c$p$c t)3 '0$' million litre per day
- %@ co%%ect o 3$58 billion litre
- %@ co%%ect o $6 million litre
- %@ Dr) * C$p$c t)3 6;9 Mt $ per day
C$tt%e "ee! m$ u"$ctur * C$p$c t)3 3 90 Mt per day
About -$c# er)
In AM%& – 5 production of po"der, Butter and Mil# are bein! done
continuou ly$ The e production are done by late t machinerie eDuipped "ith
computer y tem and it i handled by one technician $
4 The Mil# pa teuri2er machine belon! to A%"$ %e+e% comp$ ) of Pu e

4 Po"der plant machinerie belon! to L & T L$r(o $ ! Turbo company
of India
4 Butter production machinerie belon! to S545comp$ ) o" (' tr %$ ! and
other
4 Butter manufacturin! production machinerie belon! to S mo Fere(
com5o" Fr$ ce
+R/A*ISATI+* STR%(T%R- +: AM%&

Bo$r! o" D rector
CHAIR-AN
-ANA4IN4 CHAIR-AN
56
4ENERAL -ANA4ER
ASSISTANT 4ENERAL -ANA4ER
-ANA4ER
DEPUTY -ANA4ER
ASSISTANT -ANA4ER
SENIOR EJECUTI8E
SENIOR OFFICER
SENIOR ASSITANT
OR=ERS
4r$!e 6 Ato E7
$
57
S$%e( Tur o+er
S$%e( Tur o+er R( 6m %% o 7 US K 6 m %% o 7

300040' 33688 600
300'403 355 6 600
3003405 37967 676
3005409 38;9' '
3009406 3;336 73
300640 5775 860
300 407 93778 '060
3007408 63669 '536
300840; 7''5 '609
300;4'0 80065 '700
30'04'' ;7793 3'73
30''4'3 '' 80 3600
30'34'5 '57560 3690
30'54'9 '8'959 5039
58
L (t o" Pro!uct( -$r@ete! 3
Bre$! (pre$!(3
•
Amul Butter
•
Amul &ite &o" :at Bread pread
•
Amul (oo#in! Butter
C#ee(e R$ *e3
•
Amul Pa teuri2ed Proce ed (heddar (hee e
•
Amul Proce ed (hee e Spread
•
Amul Pi22a GMo22arella< (hee e
•
Amul Shredded Pi22a (hee e
•
Amul -mmental (hee e
•
Amul /ouda (hee e
Amul Malai Paneer Gcotta!e chee e<

•
%tterly .eliciou Pi22a
- t#$ee R$ *e 6Et# c ('eet(73
•
Amul Shri#hand GMan!o, Saffron, Almond Pi tachio, (ardamom<
•
Amul Amra#hand
•
Amul Mithaee /ulabjamun
•
Amul Mithaee /ulabjamun Mi
•
Amul Mithaee )ulfi Mi
•
A1 ar &adoo
5;
UHT - %@ R$ *e3
•
Amul Sha#ti 5E fat Mil#
•
Amul Taa2a '$6E fat Mil#
•
Amul /old 9$6E fat Mil#
•
Amul &ite Slim4n4Trim Mil# 0E fat mil#
•
Amul Sha#ti Toned Mil#
•
Amul :re h (ream
Amul Sno"cap Softy Mi

•
Pure 4#ee3
•
Amul Pure /hee
•
Sa!ar Pure /hee
•
Amul (o" /hee
I "$ t - %@ R$ *e3
•
Amul Infant Mil# :ormula ' G04 month <
•
Amul Infant Mil# :ormula 3 G month abo1e<
•
Amul pray Infant Mil# :ood
- %@ Po'!er(3
•
Amul :ull (ream Mil# Po"der
•
Amulya .airy hitener
90
•
Sa!ar S#immed Mil# Po"der
S'eete e! Co !e (e! - %@3
•
Amul Mithaimate S"eetened (onden ed Mil#
Fre(# - %@3
•
Amul Taa2a Toned Mil# 5E fat
•
Amul /old :ull (ream Mil# E fat
•
Amul Sha#ti Standardi2ed Mil# 9$6E fat
Amul Slim Trim .ouble Toned Mil# '$6E fat

•
•
Amul Saathi S#immed Mil# 0E fat
•
Amul (o" Mil#
Cur! Pro!uct(3
•
?o!i S"eetened :la1oured .ahi G.e ert<
•
Amul Ma ti .ahi Gfre h curd<
•
Amul Ma ti Spiced Butter Mil#
•
Amul &a ee
9'
Amu% Ice cre$m(3
•
Ro)$% Tre$t R$ *e GButter cotch, Rajbho!, Malai )ulfi<
•
Nut1o1-$ $ R$ *e G)aju .ra# h, )e ar Pi ta Royale, :ruit Bonan2a, Roa ted
Almond<
•
N$ture?( Tre$t GAlphan o Man!o, :re h &itchi, Shahi Anjir, :re h Stra"berry,
Blac# (urrant, Santra Mantra, :re h Pineapple<
•
Su !$e R$ *e GMan!o, Blac# (urrant, Sundae Ma!ic, .ouble Sundae<
•
A((orte! Tre$t G(hocobar, .ollie , :ro ti#, Ice (andie , Tricone, (hococrunch,
Me!a bite, (a atta<

•
Utter%) De% c ou( GVanilla, Stra"berry, (hocolate, (hoc chip , (a#e Ma!ic<
C#oco%$te & Co "ect o er)3
•
Amul Mil# (hocolate
•
Amul :ruit *ut (hocolate
Bro' Be+er$*e3
•
*utramul Malted Mil# :ood
- %@ Dr @3
Amul )ool :la1oured Mil# GMan!o, Stra"berry, Saffron, (ardamom, Ro e,

•
(hocolate<
•
Amul )ool (afe
93
PRODUCTION &OPERATION DEPART-ENT
INTRODUCTION
Production mana!ement i refer to the proce of correction of pa t mi ta#e catchin! up
"ith the ne" techniDue , ta#in! up tep "ith de1elopin! techniDue and ta#in! mea ure
for the production of !ood at competiti1e co t$
The ba ic philo ophy of production mana!ement i to launch a frontal attac# on
direct co t and effecti1e u e the a1ailability manpo"er "ea1in! ne" techniDue in to the
"hole to #eep the production unit efficient and de1elopin! production mana!ement i the
proce of plannin!, or!ani2in!, directin! and controllin!$
The Amul i tarted "ith only 360 liter of mil# per day$ But no" Amul collect
a1era!e ; la#h of liter mil# per day$ At the initial ta!e, Amul ha not any problem
re!ardin! mil#, but in the "inter ea on there "a e ce upply of mil#$ So, Amul ha to
ell out that e ce mil# at the lo" price or Amul ha to face lo $ To remo1in! the e
problem Amul ta#e deci ion to et up a plant to proce the urplu mil# butter and mil#
po"der$
Today the Amul ha three plant )no"n a Amul ', 3 5 all three plant "or# 39
hour a day continuou ly$ The all manufacturin! proce i done automatically$ The
production i done in the pecial machine $ The e machine and the technolo!y are
import4id from the TR:TA P-A) (ompany$ There i al o facility of chillin! of mil#, o
that the mil# remain u able$
Today three plant of AM%& perform different function$
95
AM%& – ' pre ently it i u e a a !o do"n for torin! ra" material $

'$ AM%& – 3 Today in thi unit, the production proce of /hee and pac#in! are
runnin! $
3$ AM%& – 5 Thi unit i producin! AM%& butter, AM%& pray po"der, and
fla1ored mil#$
+r!ani2ation Structure
Mana!in! .irector
/eneral Mana!er
.airy Plant A tt$ /$ M$
Mana!er Mana!er +fficer A$M$

GProduction< G-n!$< G-n!$<
.y$ Mana!er or#er +fficer

G-n!$<
A$M$ Technician
G-n!$<
-n!$ or#er
+fficer
Technician
-n!$ or#er
99
- %@ Co%%ect o C)c%e
The ucce of each and e1ery dairy indu try i the !ettin! the mil# from the
farmer and ma#in! that mil# in u e a oon a po ible before that mil# !et poiled
becau e the mil# i the peri hable product$ :or the mooth runnin! the bu ine of dairy
indu try the indu try mu t concentrate on the mil# collection cycle$ Amul dairy i 1ery
con ciou about the mil# collection cycle becau e the ba e of the ucce of the Amul i
mil# collection cycle$
Pro!uct o c$p$c t) o" Amu%

Butter 60 to 0 Tone
Po"der plant 70 tone
Po"der plant 0 tone
:la1our mil# 90000 bottle
About -$c# er)

In AM%& – 5 production of po"der, Butter and Mil# are bein! done
continuou ly$ The e production are done by late t machinerie eDuipped "ith
computer y tem and it i handled by one technician $
4 The Mil# pa teuri2er machine belon! to A%"$ %e+e% comp$ ) of Pu e
4 Po"der plant machinerie belon! to L & T L$r(o $ ! Turbo company

of India
4 Butter production machinerie belon! to S545comp$ ) o" (' tr %$ ! and

other
4 Butter manufacturin! production machinerie belon! to S mo Fere(

com5o" Fr$ ce
96
Amu% . R$' Recept o Doc@

Reception doc# i the 1ery fir t department of any dairy "here mil# i unloaded and
imultaneou ly te ted $ Amul43 ha a "ell de i!ned RMR. , ituated in the "e t "in! of
dairy $ Ra" mil# at Amul4 3 i recei1ed mainly throu!h can $ There are 3 reception line
for unloadin! mil# can in Amul – 3 $ About 0 E of reception i of buffalo mil# and
remainin! 90E i co" mil# $
F%o' c#$rt o" Amu%1. proce((

%nloadin! of can
(hain con1eyer
Remo1al of can lid
Phy ically inception of mil#
Tran fer of mil# to dump tan# G '34'5can H min<
:ilter
ei!hin!
Ra" mil# collection tan# – Amul 45
Pa teuri2ation G At 80 ( for '6 econd <
Standardi2ation
Proce ed mil# ilo
Sent to different production ection mil# pouch pac#in! ection
Butter (ect o
The utterly Butterly .eliciou butter of the Amul i one of the mo t popular product of
Amul dairy alon! "ith the famou butter !irl $ The butter ection i located in Amul 45
"hich manufacture Table Butter , "hite butter and renduced alt butter $ The ection i
completely computer controlled and i eDuipped "ith mo t modern imported
eDuipment $Butter ection 1ery important a it handle fat, "hich i the co tlie t
con tituent $ The cream obtained from proce ection i fully utili2ed for butter ma#in! $
Amul "hite and table Butter i e ported to %SA and 1ariou Middle -a tern countrie $
OPERATION
The cream for manufacturin! Butter i recei1in! from Amul45 proce ection "hile
tandardi2ation of mil# $ In Amul 45 the mil# fat "ill be eparated at abo1e 0 (el iu ,
the centrifu!al eparator inline "ith Mil# pa teuri2er eparate thi a cream $ The cream
thu eparated i pa teuri2ed and then pumped to the cream buffer tan# and to cream ilo
$After a!ein! at 8 (el iu for 39 hr , cream i pumped to cream chillin! unit in the
butter ection $ there the temperature of cream i adju ted to the reDuired churnin!
temperature of continuou Butter Ma#in! Machine$
97
F%o' c#$rt o" Butter proce(( *

Ra" cream
Pa teuri2er G;0 to ;6 ( <
(oolin! G84; (<
A!ein!G84; (H 39hour <
(ream Balance tan#
PC- G for temperature adju tment at 48 (<
(hurnin! G peed 6004 '300rpm<
Butter /rain butter Mil#

a hin! "ith butter mil#
or#in! G 504 70rpm <

nd
3 "a hin!
ilo"ith butter mil#
"or#in!
"hite butter addition alt G 3E< color
'6 #! pac#in!
Blendin!
G 36450 rpm
1acuum <
98
!hee e port butter ection
pac#a!in! line
;$'! bli ter pac# '00! refill pac# '00! refill pac# 900tin
GArmy<
Air pac# G3!m<
P$c@ * m$ter $%( u(e! 3

•
.elocali2e mar#et
.ouble laminated i u ed for e port
•
Tin – u ed for 900! Army pac#
•
(ard board bo 4 u ed for tertiary pac#in!
5ply for ;$' ! "ei!ht pac#a!e
6ply for normal e port
Po'!er p%$ t
:456 plant i ituated in Amul 43 near to the rail"ay idin! $ The plant i a in!le ta!e
dryin! plant ha1in! a capacity of 56 T.P$ The plant i not in re!ular u e and mainly u ed
for the manufacturin! of chee e "hey po"der $
:456 (+*.-*SI*/ P&A*T .-TAI&S
Ma#e K SSP ,:aridabad
Type K :allin! film 1ertical tube type
*o of Pre heater K 6
*o of calendria K 7
9;
Foo! E er*) 8$%ue
(alorie per '00 ml 4'; $7 #cal
F%$+or(
VA*I&A , Stra"berry, Pineapple, +ran!e, Ro e, Man!o, (hocolate, Coney4.e"4Melon,
Tutee :ruity, &itchi, )e ar Pi ta, )aju .ra# h, Butter cotch, (hocW chip , Rajbho! and
(a he" Brea#$
P$c@$* *
60 ml cup, '00 ml cup, 600 ml pac#,' litre pac#, 9 litre pac#, (hocobar, Ice candie ,
(one and )ulfie $
-ANUFACTURIN4 PROCESS FOR -IL=
-IL= PROCURE-ENT
Total mil# procurement by our Member %nion durin! the year 300 407 a1era!ed 7$36
la#h #ilo!ram G $7 million #!< per day, repre entin! a !ro"th of 9$6 per cent o1er 9$58
la#h #ilo!ram G $9 million #!< per day achie1ed durin! 300640 $ The hi!he t
procurement a u ual "a recorded durin! January 3007 at 89$0; la#h #ilo!ram G8$9
million #!< per day$ Thi increa e in mil# procurement i 1ery impre i1e, #eepin! in
mind the ma i1e lo uffered by our farmer due to
flood durin! the mon oon ea on, pecially in Surat di trict$
6'
-IL= PROCESSIN4
' Homo*e $t o 3 4 Mil# mu t then be homo!eni2ed$ ithout homo!eni2ation, the
mil# fat "ould eparate from the mil# and ri e to the top$ Mil# fat i "hat !i1e mil# it
rich and creamy ta te$ In thi proce Mil# i tran ferred to a piece of eDuipment called a
homo!eni2er$ In thi machine the mil# fat i forced, under hi!h pre ure throu!h tiny
hole $
3 $ P$(teur $t o K4 Pa teuri2ation i the proce that purifie mil# and help it tay
fre her, lon!er$ Mil# i pa teuri2ed by heatin! it to 73X( for ' econd then Duic#ly
coolin! it to 9X($ Pa teuri2ation i named after &oui Pa teur, the famou cienti t$
63
5 $A!! * 8 t$m ( F 4Before homo!eni2ation, 1itamin . i added to all mil#$ Vitamin
. combined "ith the calcium that naturally e i t in mil# help !i1e u tron! bone and
teeth$ .airie al o add Vitamin A to #im, 'E and 3E mil#$ Vitamin A i !ood for our
eye i!ht$
9 5P$c@$* * - %@ K 4Mil# i no" ready to be pac#a!ed$ Mil# i pumped throu!h
automatic fillin! machine direct into ba! , carton and ju! $ The machine are carefully
aniti2ed and pac#a!e are filled and ealed "ithout human hand $ .urin! the entire time
that mil# i at the dairy, it i #ept at 'X 4 3X($ Thi pre1ent the de1elopment of e tra
bacteria and #eep the mil# it@ fre he t$
65
Supp%) c#$ m$ $*eme t o" A-UL
SUPPLIERS
4C--FMS SUPPLY CHAIN
Processing :
After the union recei1ed the mil#, it "a te ted and if it "a found to be of !ood Duality,
it "a ent for proce in!$ If the mil# "a found to ha1e hi!h acidity, it "a u ed to ma#e
buttermil#$ Ra" mil# "a ent throu!h a filter and clarifier and "a pa teuri2ed$ :or
pa teuri2ation, mil# "a treated at hi!h temperature for a pecified$
0Thi helped in de troyin! the patho!en and in maintainin! the Duality$ After
pa teuri2ation, the mil# "a ent throu!h a eparation machine$ Cere the cream "a
eparated and #immed mil# "a obtained$ Accordin! to the demand, the union pac#ed
the mil# after it "a pa teuri2ed and ent for di tribution$ The cream "a mar#eted a
Amul :re h cream $
66
Distribution
/(MM: coordinated "ith 1ariou union to !et a re!ular upply of mil# and dairy
product $ The proce ed mil# and dairy product "ere procured from di trict dairy union
and di tributed throu!h third party di tributor $ To en ure Duality and timely deli1erie ,
/(MM: and the di trict union had e1eral mechani m in place$ The V(S con tantly
monitored the deli1erie of the mil# collected and en ured that the mil# "a pic#ed up on
time$ The union monitored the upplie of mil# and the di tribution of fini hed product $
ARE HOUSIN4 3 Amul product are a1ailable in o1er 600,000 retail outlet acro
India throu!h it net"or# of o1er 5,600 di tributor $ There are 97 depot "ith dry and
cold "arehou e to buffer in1entory of the entire ran!e of product $ /(MM: tran act on
an ad1ance demand draft ba i from it "hole ale dealer in tead of the cheDue y tem
adopted by other major :M(/ companie $ Thi practice i con i tent "ith /(MM:
philo ophy of maintainin! ca h tran action throu!hout the upply chain and it al o
minimi2e dumpin!$ hole ale dealer carry in1entory that i ju t adeDuate to ta#e care
of the tran it time from the branch "arehou e to their premi e $ Thi ju t4in4time
in1entory trate!y impro1e dealer return on in1e tment GR+I<$ All /(MM: branche
en!a!e in route chedulin! and ha1e dedicated 1ehicle operation $
-IL= PROCESSIN4 BLOC=
67
SUPPLY CHAIN EJPLANATION ITH

DIA4RA-E
DEFINITION OF 8ALUE CHAIN
A per the abo1e dia!ram there are the fir t component i ra" materialK
In our company the ra" material are mil#, po"der for ice cream manufacturin!,
different type of fla1or for ice cream , pac#a!in! material, u!ar etc$ reDuired by the
company for manufacturin!$ In thi tep /(MM: play a 1ery important role it procure
mil# from 1illa!e and for thi it de1elop three type of y tem and that i ocietie at
1ill!e le1el, di trict le1el and tate le1el$
68
Second component i upplier are the farmer and other ra" material for manufacturin!
the ice cream are pro1ided by MACA* PR+T-I*S &T.$, I.-A& I(- (R-AMS and
BCARAT -SS-*(-$
Thi component i manufacturin! proce "hich i de cribe abo1e$ In mil# proce there
are mainly fi1e tep are reDuired and i$e$ homo!eni2ation, pa teuri2ation, addin!
1itamin , pac#a!in!, torin!$ In thi proce there are al o reDuirement of "arehou e for
torin! the product "hich already made and al o for the ra" material$
The ne t tep i the di tribution channel in "hich /(MM: play 1ery important role in
that$ It handle all the mar#etin! for AM%& product $ /(MM: product "ere mar#eted
throu!h 60 ale office located acro India to 9,000 toc#i t $ The e toc#i t upplied
the product to more than 600,000 retail outlet $
6;
The ne t tep i the cu tomer in thi cate!ory there are re taurant include $ Al o the
retail hop and "hole eller are included$
The la t tep i the con umer in "hich the actual ho e hold are included in thi cate!ory$
Our Pro!uct
A-UL mean "priceless" in San #rit$ The brand name LAmul,L from the San #rit
LAmoolya,L "a u!!e ted by a Duality control e pert in Anand Variant , all meanin!
Lpricele L, are found in e1eral Indian lan!ua!e $ Amul product ha1e been in u e in
million of home ince ';9 $ Amul Butter, Amul Mil# Po"der, Amul /hee, Amul pray,
Amul (hee e, Amul (hocolate , Amul Shri#hand, Amul Ice cream, *utramul, Amul
Mil# and Amulya ha1e made Amul a leadin! food brand in India$ GTurno1erK R $ '8'959
Million in 30'54'9<$ Today Amul i a ymbol of many thin! $ +f hi!h4Duality product
old at rea onable price $ +f the !ene i of a 1a t co4operati1e net"or#$ +f the triumph of
indi!enou technolo!y$ +f the mar#etin! a11y of a farmer or!ani2ation$ And of a
pro1en model for dairy de1elopment$
C#ec@ out t# ( +$(t $ ! e+er1*ro' * r$ *e o" ?t$(te"u%? Amu% !e%ect$b%e
P%e$(e c% c@ #ere to !o' %o$! t#e %$te(t PRODUCT DETAILER 5
Bre$! Spre$!(
Amu% Butter Amu% L te
%tterly Butterly &o" fat, lo" (hole terol
.eliciou Bread Spread
De% c ou( T$b%e
-$r*$r e
The .eliciou "ay to eat
healthy
- %@ Dr @(
Amu% =oo% Amu% =oo% C$"e
(hill your .il
=oo% =o@o Nutr$mu% E er*) Dr @
A deli!ht to (hocolate A drin# for )id 4 pro1ide
&o1er $ .eliciou ener!y to uit the need of
(hocolate ta te !ro"in! )id
Amu% =oo% C#oco%$te Amu% =oo% F%$+oure!
- %@ Bott%e! - %@
'
Amu% =oo% F%$+oure! Amu% -$(t Sp ce!
Tetr$ P$c@ Butterm %@
Amul introduce the Be t
Thir t =uenchin! .rin#
Amu% =oo% T#$ !$
Po'!er - %@
Amu% Spr$) I "$ t Amu% I (t$ t Fu%%
- %@ Foo! Cre$m - %@ Po'!er
Still, Mother Mil# i A dairy in your home
Be t for your baby
S$*$r S@ mme! - %@ S$*$r Te$ Co""ee
Po'!er # te er
hich i e pecially
u eful for diet
preparation or for u e
by people on lo"
calorie and hi!h protein
diet$
Amu%)$ D$ r)
# te er
The Riche t, Pure t
.airy hitener
Fre(# - %@
Amu% Fre(# - %@ Amu% 4o%! - %@
Thi i the mo t hy!ienic
mil# a1ailable in the
mar#et$ Pa teuri ed in
tate4of4the4art proce in!
plant and pouch4pac#ed
for con1enience$
Amu% T$$ $ Doub%e Amu% L te S% m $ ! Tr m
To e! - %@ - %@
Amu% Fre(# Cre$m Amu% S#$@t To e! - %@
Amu% C$%c
C#ee(e
Amu% P$(teur (e! Amu% C#ee(e Spre$!(
Proce((e! C#ee(e Ta ty (hee e Spread in 5
'00E Ve!etarian (hee e !reat fla1our $
made from microbial
rennet
Amu% Emme t$% C#ee(e Amu% P $ -o $re%%$
The /reat S"i (hee e C#ee(e

from Amul, ha a "eet4dry Pi22a chee e$$$ma#e !reat
fla1our and ha2elnut aroma ta tin! pi22a Y
4ou!$ C#ee(e
For Coo@ *
Amu% G S$*$r Pure 4#ee Coo@ * Butter
Made from fre h cream$
Ca typical rich aroma and
!ranular te ture$ An ethnic
product made by dairie
"ith decade of e perience$
Amu% -$%$ P$ eer Utter%) De% c ou( P $
Ready to coo# paneer to
ma#e your fa1ourite
recipe Y
- t#$ -$te -$(t D$#
S"eetened (onden ed
Mil# –
:ree flo"in! and mooth
te ture$ hite to creamy
color "ith a plea ant ta te$
De((ert(
Amu% Ice Cre$m( Amu% S#r @#$ ! 4444
Premium Ice (ream made A deliciou treat , anytime$
in 1ariou 1arietie and
fla1our "ith dry fruit
and nut $
Amu% - t#$ee 4u%$b Amu% C#oco%$te(
$mu ( The perfect !ift for
Pure )hoya /ulab omeone you lo1e$
Jamum $$$be t er1ed
pipin! hot$
Amu% L$((ee Amu% B$(u !
He$%t# Dr @
Nutr$mu% Amu% S#$@t He$%t#
Malted Mil# :ood Foo! Dr @
made from malt e tract A1ailable in )e ar4
ha the hi!he t protein Almond and (hocolate
content amon! all the fla1our $
bro"n be1era!e
po"der old in India$
CO-PANY PROFILE OF PARA4 DAIRY
Para! .airy – .elhi "a et up in ';79 under the +peration :lood Pro!ramme$ It i no"
a "holly o"ned company of the *ational .airy .e1elopment Board G*..B<$
Para! .airy mar#et ell dairy product under the Para! .airy brand Gli#e &iDuid
Mil#, .ahi, Ice cream , (hee e and Butter<, .hara ran!e of edible oil and the Safal
ran!e of fre h fruit 1e!etable , fro2en 1e!etable and fruit juice at a national le1el
throu!h it ale and di tribution net"or# for mar#etin! food item $
Para! .airy ource i!nificant part of it reDuirement of liDuid mil# from dairy
cooperati1e $ Similarly, Para! .airy ource fruit and 1e!etable from farmer H !ro"er
a ociation $ Para! .airy al o contribute to the cau e of oil eed !ro"er cooperati1e
that manufactureH pac# the .hara ran!e of edible oil by underta#in! to nationally mar#et
all .hara product $ It i Para! .airy@ con tant endea1or to
Ga< -n ure that mil# producer and farmer re!ularly and continually recei1e mar#et
price by offerin! Duality mil#, mil# product and other food product to con umer at
competiti1e price andF
Gb< %phold in titutional tructure that empo"er mil# producer and farmer throu!h
proce e that are eDuitable$
At Para! .airy, proce in! of mil# i controlled by proce automation "hereby
tate4of4the4art microproce or technolo!y i adopted to inte!rate and completely
automate all function of the mil# proce in! area to en ure hi!h product DualityH
reliability and afety$ Para! .airy i an ISH IS+4;003, IS4'6000 CA((P and IS4'900'
-MS certified or!ani2ation$ Moreo1er, it
=uality A urance &aboratory i certified by *ational Accreditation Board for Te tin!
and (alibration &aboratory G*AB&<4.epartment of Science and Technolo!y,
/o1ernment of India$
Para! .airy mar#et appro imately 3$8 million liter of mil# daily in the mar#et
of .elhi, Mumbai, Saura htra and Cyderabad$ Para! .airy Mil# ha a mar#et hare of
E in the branded ector in .elhi "here it ell 3$5 million liter of mil# daily and
underta#e it mar#etin! operation throu!h around '9,000 retail outlet and 896
e clu i1e outlet of Para! .airy$
The company@ deri1e i!nificant competiti1e ad1anta!e from it uniDue
di tribution net"or# of bul# 1endin! booth , retail outlet and mobile unit $ Para! .airy
ice cream launched in the year ';;6 ha1e ho"n continuou !ro"th o1er the year and
today boa t of appro imately 3E mar#et hare in .elhi and *(R$ Para! .airy al o
manufacture and mar#et a "ide ran!e of dairy product that include Butter, .ahi, /hee,
(hee e, %CT Mil#, &a i :la1ored Mil# and mo t of the e product are a1ailable
acro the country$
The company mar#et an array of fre h and fro2en fruit and 1e!etable product
under the brand name SA:A& throu!h a chain of 900Z o"n :ruit and Ve!etable hop
and more than 30,000 retail outlet in 1ariou part of the country$ :re h produce from
L (t o" Pro!uct( -$r@ete!3
Bre$! (pre$!(3
•
Para! Butter
C#ee(e R$ *e3
•
Para! Proce ed (hee e
•
Para! Pi22a (hee e
•
Para! Paneer
UHT - %@ R$ *e3
•
Para! Mil#
•
Para! :re h (ream
Pure 4#ee3
•
Para! Pure /hee
I "$ t - %@ R$ *e3
•
Para! pray Mil# :ood
7'
Comp$ ) Pro" %e o" -OTHER DAIRY
Mother .airy "a commi ioned in ';79 a a "holly o"ned ub idiary of the *ational
.airy .e1elopment Board G*..B<$ It "a an initiati1e under +peration :lood, the
"orld bi!!e t dairy de1elopment pro!ram launched to ma#e India a mil# ufficient
nation$ +1er the year , Mother .airy ha contributed i!nificantly in achie1in! thi
objecti1e throu!h a erie of inno1ation and pro!ram $ Today, Mother .airy
manufacture , mar#et ell mil# and mil# product includin! cultured product , ice
cream , paneer and !hee under the Mother .airy brand$ The (ompany al o ha a
di1er ified portfolio "ith product in edible oil , fruit 1e!etable , fro2en 1e!etable ,
proce ed food li#e fruit juice , jam , pic#le etc to meet the daily reDuirement of e1ery
hou ehold$
The (ompany o1er the la t many year ha created a mar#et leader hip po ition for it elf
in branded mil# e!ment in .elhi *(R throu!h a robu t net"or# of it booth and retail
channel $ It ha al o e panded it reach to other re!ion in *orth, South, -a t and e t
"ith it offerin! of Mil# and Mil# product pe!!in! it amon! the fe" companie to o"n
uch a 1a t channel of di tribution in India$
Brand Mother .airy ource a i!nificant part of it reDuirement of liDuid mil# from dairy
cooperati1e and 1illa!e le1el farmer centric or!ani2ation $ The (ompany i committed
to uphold in titutional tructure that empo"er mil# producer and farmer throu!h
proce e that are eDuitable$ A i!nificant portion of it income i plou!hed bac# into the
1alue chain to upport and maintain the y tem$
Mother .airy i an IS+ ;00'K3008 G=MS<, IS+ 33000K3006 G:SMS< and IS+
'900'K3009 G-MS< certified or!ani2ation$ =uality of mil# i of paramount importance for
the company and hence it ha in1e ted e ten i1ely in in tallin! hi tech automated
machine to en ure hi!h product DualityHreliability and afety$
Safal, : V arm of Mother .airy "a the fir t (ompany to or!ani2e the fruit and
1e!etable bu ine in India$ Today Safal i the mar#et leader in or!ani2ed fruit
1e!etable retail bu ine in .elhi *(R and operate the lar!e t number of : V Store in
75
.elhi *(R and ha i!nificant pre ence in Ban!alore$ Safal "a al o the fir t brand in
India to launch fro2en 1e!etable in mid ;0 $ +1er the year , the brand ha !ained
i!nificant cu tomer upport and ha become a hou ehold brand "ith mar#et leader hip
and pre ence acro the country$
Safal al o ha a tate of the art plant in Ban!alore "hich produce and ell around 35000
MT of a eptic fruit pulp concentrate annually and upplie to note"orthy companie in
food proce in! pace li#e (oca (ola, Pep i, %nile1er, *e tle etc$ Safal al o ha a
prominent pre ence acro 90 countrie 1i2$, %SA, -urope, Ru ia, Middle -a t, A ia and
Africa and e port :re h :ruit Ve!etable G/rape , Banana, /her#in, +nion, etc$<,
:ruit Pulp (oncentrate, :ro2en :ruit Ve!etable , etc$
Mother .airy i al o pre ent into edible oil e!ment under the brand name .hara "hich
"a launched under the +peration /olden :lo"@ pro!ram of *..B a a mar#et
inter1ention pro!ram to addre a lar!er cau e of the Indian farmer con umer $ Tru t,
Purity and Ta te are the hallmar# of .hara coo#in! oil$
It ha been a con tant endea1or at Mother .airy to tay connected "ith it ta#eholder $
The corporate ta! line of the late t brand campai!n – Cappy :ood Cappy People –
capture the e ence of "hat the (ompany tand for$ Mother .airy i committed to brin!
happine to e1ery indi1idual "ith it ran!e offerin! pure, hy!ienic and adulteration4free
hi!h4Duality product "hich ha been the tren!th, differentiator and herita!e of the brand
o1er year $
In our effort to in til and create happine in all the li1e "e touch, "e li1e our notion of
creatin! happine for our employee throu!h creatin! a "or#place reality that i
fulfillin! and enrichin! for them$ e con tantly li ten to our employee and e1ol1e our
people practice $ A a re ult of thi , Mother .airy ha been reco!ni2ed a a /reat Place to
or# by /reat Place to or# In titute in their annual ur1ey, "here "e ha1e appeared at
3nd po ition amon! the top '00 be t place to "or# and 6th in Manufacturin! ector$
+1er a period of t"o year , our Tru t Inde ha ri en from 70E to 8'E$ +ur CR
practice around the (once ionaire Mana!ement ha1e been cited a - ample of
- cellent practice acro all the +r!ani2ation $
79
8 ( o & - (( o
Vi ion 4 Pro1ide Duality food and be1era!e to con umer at affordable price "hile
en urin! fair return to the producer $
Mi ion 4 Mother .airy@ herita!e i intrin ically lin#ed to the cooperati1e mo1ement in
India$ ith determination pride "e "ill continue to er1e our farmer , rural India
our con umer $ +ur 1alue reflect "ho "e are "hat "e firmly belie1e in$
To@e - %@ Prem um Fu%% Cre$m - %@ Fu%% Cre$m - %@
76
To e! - %@ St$ !$r! e! - %@ Doub%e To e! - %@
S@ mme! - %@ Spec $% Toe! - %@ UHT To e! - %@
L +e % te
OB ECTI8E OF THE STUDY
Amul Mother .airy i the mar#et leader of dairy ba ed food product in Meerut (ity$
Amul i the major competitor in the mar#et a!ain t Para! .airy$ It i important to
!et an idea re!ardin! Amul@ Para! .airy po ition$ It "ould not help Amul to
capitali2e on e i tin! potential but al o to formulate trate!ie and to fill the loo#
hole and !ap to fi!ht the competiti1e ituation
The +bjecti1e al o contain K
To determine the con umer preference of Amul Para! dairy product "ith the
help of ome parameter 4Duality, ta te, price, pac#in! tyle$
To compare the dairy product of Amul and Para! dairy on the ba i of abo1e
parameter
78
SI4NIFICANCE OF THE STUDY
To #no" perception re!ardin! the e dairy product amon! both retailer a "ell a
in the cu tomer $
To %nder tand the terminolo!ie u ed in mar#et by retailer $
.e1elop the u efulne in enhancin! the u ability of the product$
To #no" different ellin! #ill at 1ariou ituation of mar#et$
To !ain #no"led!e about di tribution net"or# of Amul and Para!$
To learn different trate!ie "hich are u ed by retailer in mar#et to con1ince the
cu tomer $
7;
RESEARCH -ETHODOLO4Y
Methodolo!y for a tudy li#e thi i the mo t important part $The method of tudy
operate by me i totally i to increa e N to !ather the more information re!ardin! thi
project$
The major empha i in uch tudie i on the di co1ery of the idea fruitful
rele1ant information$ A uch the re earch de i!n appropriate for uch tudie mu t be
fle ible enou!h to pro1ide opportunity for con iderin! different a pect of a problem
under tudy$
I collected the information re!ardin! thi project throu!h S-(+*.AR? .ATA
Seco !$r) !$t$ i collected by 1ariou ne" paper and ma!a2ine al o taff$
Since our re earch i de cripti1e type, (o re(e$rc# !e( * ( $%(o !e(cr pt +e5
80
A $%)t c$% too%(3 Thi tudy i ba ed on collectin! data by u in! "ell4connected
Due tionnaire for con umer from 1ariou demo!raphic e!ment and al o data i
collected u in! econdary ource $ After collectin! data it i arran!ed in the form of
table from analy i and interpretation$ /raph and percenta!e analy i are the main tool
u ed for the purpo e of interpretation$
8'
LIMITATIONS OF THE STUDY
Thi ur1ey althou!h carried out "ith fulle t po ible effort and de1otion, the
limitation of the time, re ource a1ailable and limited area cho e may lead to limited
repre entation of the uni1er e$ The major limitation from "hich the tudy uffer are a
follo" $
Time (on traintK 4 Time factor ha been a 1ery bi! limitation in the re earchH ur1ey li#e
thi $ The retailer ha1e limited time o they ometime refu e to an "er the Due tionnaire,
al o me a a ur1eyor ha le time to conduct the ur1ey$ So the i2e of the ample "a
re tricted to Meerut city$
Bia ne in InformationK 4 It "a felt that retailer did not come up "ith true re pon e ,
in e1eral ca e the retailer an "ered the Due tion "ith the help of other member and it
"a mo tly in ca e of le educated per on 5
:inancial (on traintK 4 The financial a pect, "hich include the tra1elin! co t, co t of
admini tratin! Due tionnaire and collection of data throu!h other re ource "a al o
co tly$
(on traint re!ardin! the u e of techniDueK 4 The deeper tati tical techniDue uch a
analy i u in! 1ariance, multiple re!re ion etc$, could not be adopted due to the
con traint of time and effort $ So, imple tati tical techniDue "ere u ed to analy2e the
data$
83
F ! *( & D$t$
terpret$t o
ANALYSIS AND INTERPRETATION OF DATA
85
I$ hich company dairy product you u e[
I terpret$t o 3
66 percent con umer u e Amul 50 per cent u ed other and la t '6 percent
con umer u ed Para! dairy product $
II$ hich of the product mo tly you !o for[
89
I terpret$t o 3
Amul /hee u ed con umer 53E, Para! /hee u ed 30E and other 98E$ Mil#
u ed by con umer 38E Amul, 36E Para! and other 97E$ Butter u ed by con umer 58E
Amul, '3E Para! and 90E other $
III$ Are you ati fied "ith your product[
86
I terpret$t o 3
80E (on umer ati fied "ith their product and 30 E con umer not ati fied their
product $
IV$ hy are you inclined to your product[
I terpret$t o 3
Amul =uality inclined to product by con umer 0E, Para! ati fied 90E$ Brand
preferred by con umer e$!$ 8E Amul and 53E Para!$ Price ati faction "ith con umer
70E Amul and 50E Para!$
87
V$ .o you li#e any chan!e in product[
I terpret$t o 3
All con umer ati fied "ith their product and ome con umer chan!e product
Ta te by con umer Amul 80E and no30E and Para! "ith ati fied 96E and not ati fied
96E$ Price by con umer Amul 50E and no70E and Para! "ith ati fied 90E and not
ati fied 0E$ Pac#in! by con umer Amul 36E and no76E and Para! "ith ati fied 76E
and not ati fied 36E$ =uality "i e Amul '6E and no 86E and Para! "ith ati fied 0E
and not ati fied 90E$
88
RETAILER ANALYSIS
I$ In dairy product , "hich company product demand i hi!her[
I terpret$t o 3
60per cent con umer demand for Amul dairy product 50 per cent con umer
preferred other branded product and la t 30 percent con umer preferred Para! dairy
product $
8;
II$ Rea on\\\\\\\\\\\\\\\\\
I terpret$t o 3
Amul dairy product Pac#in! Style "i e by con umer 80E, Para! preferred 30E$
Brand preferred by con umer e$!$ 70E Amul and 50E Para!$ Ta te preferred by
con umer 8E Amul and 53E Para!$ Price "i e by con umer 0E Amul and 90E Para!$
;0
R-(+MM-*.ATI+*S
;3
R-(+MM-*.ATI+*S
'$ (ompany hould ha1e feed bac# from mar#et and con umer about
the .airy ba ed Product $
3$ The more :la1or of Amul Para! .airy Product hould become
in the Mar#et$
5$ The company pro1ided ome mall cheme for retailer al o$
9$ The company !i1e ome !ift for cu tomer al o$
6$ The company hould a ociate it elf "ith ome !ame or
tournament li#e football, cric#et and o on$
$ (ompany hould pro1ide pon ored eminar mar#et intelli!ence4
(ompany hould maintain the healthy relation hip "ith mar#et di tribution
channel i$e$ "hole eller, di tributor, retailer "hich "ill boo t the brand ima!e$
7$ (ompany hould chec# the mar#et real po ition help the trainee
and other ur1ey or!ani2ation $

8$ (ompany hould launch it "eb ite and u e ne" ad1erti in!
channel F i$e$
] Trailer in cinema hall
] Coardin!
] Spencer any education cholar hip or !ame $
;5
ANNEJURE
;6
UESTIONNAIRE
(%ST+M-RK A..R-SSK
NA-E3
I$ hich company dairy product you u e
a< Para! b< Amul
c< +ther
II$ hich of the product mo tly you !o for[
a< /hee b< mil#
c< Butter d< chee e
III$ Are you ati fied "ith your product[
a< ?e b< *o
R-AS+*\
IV$ hy are you inclined to your product[
a< =uality b< brand
c< Price d< ta te
;7
V$ .o you li#e any chan!e in product
a< ?e b< no
VI$ I* CI(C PARAM-T-RK \\\\\\\\\\\
a< Ta te b< price
c< Pac#in! tyle d< Duality
RETAILER3
NA-E3
ADDRESS3
VII$ In dairy product , "hich company product demand i hi!her[
a< Amul b< Para! dairy c< other
VIII$ Rea on\\\\\\\\\\\\\\\\\
a< Price b< ta te
c< Brand d< pac#in! tyle
I>$ hich product of Amul i preferred by cu tomer [
a< /hee b< mil#
c< (hee e d< butter
e< Any other
;8
R-AS+*\
a< Price b< ta te
c< =uality d< pac#in! tyle
>$ hich product of Para! dairy i preferred by cu tomer [
a< /hee b< mil#
c< (hee e d< butter
e< Any other
>I$ hich product of amul i preferred lea t by cu tomer [
a< /hee b< mil#
c< (hee e d< butter
e< Any other
>II$ hich of Para! dairy i preferred lea t by cu tomer[
a< /hee b< mil#
c< (hee e d< butter
e< Any other
;;
CO-PARATI8E STUDY OF A-UL AND PARA4 DAIRY PRODUCTS
Co (umer Pre"ere ce( P$r$* D$ r) Amu%

4#ee - %@ Butter C#ee(e 4#ee - %@ Butter C#ee(
e
05 Pr ce Ci!h Ci!h Ci!h Ci!h &o" &o" &o" &o"
.5 u$% t) Ci!h Ci!h Ci!h Ci!h /ood /ood /ood /ood
95 T$(te Better Better Better Better /ood /ood /ood /ood
<5 P$c@ * St)%e Better Better Better Better Be t Be t Be t Be t
'0'

Vdocument - in Comparative Study Into Sales Distribution of Amul Dairy Parag Dairydoc

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Vdocument - in Comparative Study Into Sales Distribution of Amul Dairy Parag Dairydoc

Uploaded by

Copyright:

Available Formats

8/9/2019 Comparative Study into Sales & distribution of AMUL DAIRY & PARAG DAIRY.

Dep$rtme t , SIT -eerut i an ori!inal and authentic "or# done by me and i ba ed

upon the tudy conducted by me$

me permi ion to do my re earch project $

I am deeply than#ful to SIT for permittin! me to do /rand Re earch Project and

encoura!in! me to complete ucce fully$ I "ould al o li#e to than# “Project 4u !e

the per on "ho ha1e helped me directly or indirectly in completin! my project

#no"led!e in thi !lobali2ation "orld$ *o"4a4day only theoretical #no"led!e i not

#no" about different function of an or!ani2ation li#e .i tribution, Production and

"hich i 1ery helpful in my career buildin!$

Introduction to the Indian .airy Indu try 7

a< =ue tionnaire '0'

b< Biblio!raphy '07

!ood #no"led!e of the potential of a particular mar#et$ The !ro"th of a company i

their challen!e into opportunitie $ It i the culture of endurance that ha accorded

.ra"in! from it inner tren!th and belief , .airy (ompanie re ponded by

mi trate!ie of the company and al o focu e on the e!mentation of both company

ba ed and indu try ba ed and help in analy2in! the company@ competiti1e

ad1anta!e and the rea on behind it ucce $

INTRODUCTION TO THE INDIAN DAIRY

$ e>port po'er#ou(e !e(p te m$jor u$% t) prob%em(555

Co (umer H$b t( $ ! Pr$ct ce(

in ';;3 and 305 !m in ';;84;;$Thi i e pected to increa e to 3'3!m for 3008$

*utritional Ad1i ory (ommittee of the Indian (ouncil of Medical Re earch$

pac#a!in! capacity limit the a1ailability of pac#a!ed mil#$

70 , under +peration :lood, production !ro"th increa ed i!nificantly a1era!in! o1er

fre h by mo t con umer $ In reality ho"e1er, it po e a hi!her ri # of adulteration and

''000 MT re pecti1ely in the ame year$

P$c@$* * Tec# o%o*)

board and pla tic$ Mil# tored in tetra pac#

"ithout refri!eration$ Mo t of the dairy co4operati1e in Andhra Prade h, Tamil *adu,

!ro" at a rate of more than '04'3E in comin! year $

Sub eDuent to de4canali2ation, e port of ome mil# ba ed product are freely

mil#4ba ed product , "hich are to be adhered to by the indu try$

Propo($% to Ame ! t#e --PO

"ith the pro1i ion for re4re!i tration$

Pe etr$t o o" m %@ pro!uct(

lar!e metro i hi!her, "ith penetration at '6E$

Similarly, penetration of !hee i hi!he t in medium i2ed to"n at 57$3E

penetration of !hee i 39$'E$ In relati1e term , penetration of !hee i i!nificantly hi!her

hare of branded product in thi cate!ory i 1ery lo" at around '43E$

hi!her in medium i2ed to"n at 8$6E compared to 7$7E in lar!e metro $

!ulf countrie , all located clo e to India$

Lo' Co(t o" Pro!uct o K

production of mil# i i!nificantly lo"er in India$

(oncern in e port competiti1ene are u$% t)3 Si!nificant in1e tment ha to be

made in mil# procurement, eDuipment , chillin! and refri!eration facilitie $ Al o, trainin!

ha to be imparted to impro1e the Duality to brin! it up to international tandard $

Pro!uct + t)3 To ha1e an e portable urplu in the lon!4term and al o to maintain co t

competiti1ene , it i imperati1e to impro1e producti1ity of Indian cattle$

cattered all o1er the "orld$

I ! $?( e>port( o" m %@ pro!uct(

De(cr pt o .//:10/ ./0/100 ./0910<

6 u$ t t), - T53 8$%ue, R(5

I ! $ 6tr$! t o $%7 - %@ Pro!uct(

There are a lar!e 1ariety of traditional Indian mil# product uch a

fla1ored mil# in 1ariou fla1or in tetra pac# $

/(MM: ha al o made a be!innin! in brandin! of other traditional mil# product

in major Indian mar#et $

increa in! urbani2ation$

a tron! brand recall$

Dem$ ! "or +$r ou( t)pe( o" c#ee(e t#e I ! $ m$r@et

T)pe o" c#ee(e o" tot$% co (umpt o

+R/AISATI+ STR%(T%R- +: AM%&