You are on page 1of 120

RESEARCH PROJECT REPORT ON

“Comparative Study into Sales & distribution of AMUL DAIRY & PARAG DAIRY ”

SUBMITTED IN PARTIAL FULFILMENT OF THE AWARD OF THE DEGREE OF MASTERS OF BUSINESS ADMINISTRATION (20092011)
MAHAMAYA TECHNICAL UNIVERSITY

Under Guidance of: by: Mr. CYRIL PARMAR
(Training in charge)

Submitted
PRAVEEN KUMAR MBA III (SEM) ROLL

NO.0909470068

GIMT INSTITUTE OF MANAGEMENT TECHNOLOGY, GREATER NOIDA Affiliated to Mahamaya Technical University

2

DECLARATION

I hereby declare that the project report entitled “Comparative

Study into Sales & distribution of AMUL DAIRY & PARAG DAIRY ”
is an original and authentic work done by me and is based upon the study conducted by me.

This project report was undertaken as a part of the M.B.A. Programme of Mahamaya Technical University.

(Praveen Kumar) MBA 3rd SEM

3

ACKNOWLEDGEMENT
I would like to express my heartfelt gratitude toward Mr. Mr. J. K. Joshi [G. M.] the chairman of the AMUL, who gave me permission to do my Summer Training Project in AMUL. Also I would like to convey my sincere thanks to Mr. Cyril parmar (Training in charge) who supported me in acquiring practical knowledge throughout guiding me in my project.

I am deeply thankful to GIMT Institute of Management & Technology for permitting me to do Summer Training Project and encouraging me to complete successfully. I would also like to thank my faculty members, for her keen interest, valuable guidance, inspiration, immense zeal for hard work and positive outlook towards the subject. Their intellect, persuasiveness and insistence on a good work were a guiding light in the darkness of my ignorance.

I would also like to express my sincere thanks to administrative personnel who have helped me in carrying out my summer training. Lastly, I would like thank all the persons who have helped me directly or indirectly in completing my project successfully.

PRAVEEN KUMAR

4

PREFACE
Summer Internship Programme is a part of MBA Programme, which is very helpful in getting practical knowledge in this globalization world. Now-a-days only theoretical knowledge is not enough to success in life but most important we must have practical knowledge. With the help of this training, I came to know how to apply theoretical knowledge in practice.

Main purpose of this training is to have awareness about industrial environment and to know about different functions of an organization like Distribution, Production and Marketing.

I got an opportunity in KAIRA DISTRICT CO-OPERATIVE MILK UNION LIMITED, Anand, Gujarat to undergo Summer Internship Programme as a part of MBA Programme. I consider myself privileged that I got a chance to work with reputed company and can upgrade my knowledge related to practical aspect of business world which is very helpful in my career building.

.

5

CONTENTS
Chapter 1 • Executive Summary Introduction to the Indian Dairy Industry


• •

Company Profile of Amul Company Profile of Parag Dairy


Chapter 2

Sales and Distribution strategies

Research Methodology • • • • • • Chapter 3 • Data interpretation and Graphical Analysis Objective of the study Significance of the study Research Methodology Data Collection Techniques Analytical Tools Limitations of the study

Chapter 4 • Findings, suggestions and Conclusion

Annexure a) Questionnaire b) Bibliography

6

7 . but on how it responds to the challenges it encounters. This report mainly studies in detail the various product mix strategies of the company and also focuses on the segmentation of both company based and industry based and helps in analysing the company’s competitive advantage and the reason behind its success. The report provides a comprehensive insight into the company and also about the company’s SWOT analysis. It is the culture of endurance that has accorded AMUL the insight and focus to deal with the current economic environment.EXECUTIVE SUMMARY In today’s competitive world while entering in the market it is very necessary to have good knowledge of the potential of a particular market. The growth of a company is invariably determined not just by its strategy. AMUL responded by launching several initiatives across all its operations in various geographies that are helping the group achieve growth even in current times. It is also this very strategic culture that will propel AMUL to continue on its growth trajectory in years to come. Over the decades AMUL has successfully countered several challenges that have come its way with innovative responses and continuous improvement. Drawing from its inner strength and beliefs. which have enabled it to remain stable and even convert some of these challenges into opportunities.

8 .

Chapter 1 INDIAN DAIRY INDUSTRY 9 .

Consumer Habits and Practices Milk has been an integral part of Indian food for centuries. with an eye toward becoming a major dairy exporter.com. At this per capita consumption it is below the world average of 285 gm and even less than 220 gm recommended by the Nutritional Advisory Committee of the Indian Council of Medical Research.. The per capita availability of milk in India has grown from 172 gm per person per day in 1972 to 182gm in 1992 and 203 gm in 1998-99.This is expected to increase to 212gms for 2008.INTRODUCTION TO THE INDIAN DAIRY INDUSTRY The world's biggest dairy producing country is growing fast and looking to become an export powerhouse despite major quality problems. However a large part of the population cannot afford milk. 10 . India is the world's largest milk producing country and is growing fast. This article is helpful reading for anyone interested better understanding.. A Note to our Readers: the following information on India's dairy sector is reproduced from India Infoline.

This disparity is due to concentration of milk production in some pockets and high cost of transportation. cheese. south 148 gm and in the east only 93 gm per person per day. condensed milk infants foods etc. malted milk food. khoya. Also of the total produce more than 50% is procured by cooperatives and other private dairies. 11 . In India about 46 per cent of the total milk produced is consumed in liquid form and 47 per cent is converted into traditional products like cottage butter. It is estimated that around 20% of the total milk produced in the country is consumed at producer-household level and remaining is marketed through various cooperatives. ice creams. for private dairies only 45% is marketed in fluid form and rest is processed into value added dairy products like ghee.There are regional disparities in production and consumption also. processed butter and processed cheese. etc which have a high food value for milky animals. private dairies and vendors. The remaining 54% is utilized for conversion to milk products. etc. makhan etc. butter. paneer. The per capita availability in the north is 278 gm. Also the output of milk in cereal growing areas is much higher than elsewhere which can be attributed to abundant availability of fodder. Only 7 per cent of the milk goes into the production of western products like milk powders. Of these ghee alone accounts for 85%. west 174 gm. malai. Among the milk products manufactured by the organized sector some of the prominent ones are ghee. curd. milk powders. ghee. While for cooperatives of the total milk procured 60% is consumed in fluid form and rest is used for manufacturing processed value added dairy products. crop residues.

Rajasthan. Maharashtra. The milk surplus states in India are Uttar Pradesh. valued at about Rs. Punjab. Presently only 12% of the milk market is represented by packaged and branded pasteurized milk. The top 6 states viz. Market Size and Growth Market size for milk (sold in loose/ packaged form) is estimated to be 36mn MT valued at Rs470bn. The manufacturing of milk products is concentrated in these milk surplus States. as high as 83% of the consumed milk comes from the unorganized traditional sector. Even in urban India. which makes the milk unhygienic. the current level of processing and packaging capacity limits the availability of packaged milk. Uttar Pradesh. Also. Karnataka and Tamil Nadu. 000 crores. Gujarat. Also these vendors add water and caustic soda. several consumers in urban areas prefer to buy loose milk from vendors due to the strong perception that loose milk is fresh. Tamil Nadu and Gujarat together account for 58% of national production. As high as 98% of milk is produced in rural India. The market is currently growing at round 4% pa in volume terms. The preferred dairy animal in India is buffalo unlike the majority of the world market. which caters to 72% of the total population. Rajasthan. which is dominated by cow milk.8.Still. Quality of milk sold by unorganized sector however is inconsistent and so is the price across the season in local areas. Haryana. whereas the urban sector with 28% population consumes 56% of total milk produced. Madhya Pradesh. Andhra Pradesh. 12 . Punjab.

production growth increased significantly averaging over 5% pa. condensed milk & cheese stood at 3.e. once a leading player in the sector has turned bankrupt and is facing liquidation. it poses a higher risk of adulteration and contamination. Loose milk has a larger market in India as it is perceived to be fresh by most consumers. i.07 lakh MT in 2008. Other private players include J K Dairy. Amrut Industries. Dairy Specialties.g. milk products including infant milk food. under Operation Flood. Since the early 70's. All other local dairy cooperatives have their local brands (For e. Aavin in Tamil Nadu.Milk production grew by a mere 1% pa between 1947 and 1970. Major Players The packaged milk segment is dominated by the dairy cooperatives. Warana in Maharashtra. Gokul. In reality however. Verka in Punjab.25 lakh MT in 2008. Gujarat Co-operative Milk Marketing Federation (GCMMF) is the largest player. Heritage Foods. Indiana Dairy. 13 . etc). The production of milk products. whereas that of malted food is at 65000 MT. Vijaya in Andhra Pradesh. malted food. About 75% of milk is consumed at the household level which is not a part of commercial dairy industry. Cheese and condensed milk production stands at 5000 and 11000 MT respectively in the same year. Saras in Rajasthan. Production of milk powder including infant milk-food has risen to 2. etc.

several developments in packaging media have taken place. Tetra Packs were introduced in India. Tamil Nadu. 14 . Most of the dairy co-operatives in Andhra Pradesh. Milk stored in tetra packs and treated under Ultra High Temperature (UHT) technique can be stored for four months without refrigeration. In 2008-00 Nestle launched its UHT milk. Punjab and Rajasthan sell milk in tetra packs. plastic pouches replaced the bottles. Amul too relaunched its Amul Taaza brand of UHT milk. Over the years. that too only if refrigerated. paper. it was sold in glass bottles sealed with foil. The UHT milk market is expected to grow at a rate of more than 10-12% in coming years. board and plastic. Plastic pouches made transportation and storage very convenient.Packaging Technology Milk was initially sold door-to-door by the local milkman. However tetra packed milk is costlier by Rs5-7 compared to plastic pouches. When the dairy cooperatives initially started marketing branded milk. Tetra Packs are aseptic laminate packs made of aluminum. In the early 80's. Milk packed in plastic pouches/bottles have a shelf life of just 1-2 days. besides reducing costs. In 1996.

MMPO prescribes State registration to plants producing between 10.Regulatory Framework The dairy industry was de-licensed in 1991 with a view to encourage private investment and flow of capital and new technology in the segment. The stringent regulations. condensed milk etc.000 to 75. government controls and licensing requirements for new capacities have restricted large Indian and MNC players from making significant investments in this product category. Plants producing over 75. Although de-licensing attracted a large number of players.750 tones of milk solids per year. The order requires no permission for units handling less than 10. sale of contaminated/ substandard quality of milk etc induced the Government to promulgate the MMPO (Milk and Milk Products Order) in 2008. no license is required for setting up of large-scale production facilities for manufacture of ice cream. dairy whiteners. 15 . Milk and Milk Products Order (MMPO) regulates milk and milk products production in the country. As such.000 litres of milk per day or manufacturing milk products containing between 500 to 3.750 tones per year of milk solids have to be registered with the Central Government. concerns on issues like excess capacity. Most of the private sector players have restricted themselves to manufacture of value added milk products like baby food. which was earlier reserved for manufacturing in the small-scale sector. Ice cream.000 litres per day or more than 3. All the milk products except malted foods are covered in the category of industries for which foreign equity participation up to 51% is automatically allowed.000 litres of liquid milk per day or milk solids up to 500 TPA. has now been de-reserved.

000 litres in the amended order. where penetration is higher at 9%. The 75. which are to be adhered to by the industry. Penetration of milk products Western table spreads such as butter.000 litres a day to 20. Bureau of Indian standards has prescribed the necessary standards for almost all milkbased products.000-litre limit is likely to be raised either to 100. butter/ margarine have penetrated in 2. The use of these products in the large metros is higher. Export Inspection Council etc. 16 . This is also largely represented by urban areas. All India penetration of butter/ margarine is only 4%. is being considered by the Animal Husbandry Department. with penetration at 15%. from the present 10.000 litres or 125. exports of some milk based products are freely allowed provided these units comply with the compulsory inspection requirements of concerned agencies like: National Dairy Development Board. In rural areas. margarine and jams are not very popular in India. The new order would also do away with the provision for re-registration.000 litres.1% of households only. Proposal to Amend the MMPO A proposal to raise the exemption limit for compulsory registration of dairy plants.Subsequent to de-canalization.

7% in all urban areas and 21. Per capita consumption even among the cheese-consuming households is a poor 2. margarine and cheese products are mainly manufactured by organized sector.Penetration of cheese is almost nil in rural areas and negligible in the urban areas. which are milk surplus regions. 17 . penetration of ghee is highest in medium sized towns at 37.1%. The lower penetration is due to peculiar food habits.1% in urban areas and lower at 3.2% compared to 31. The relative share of branded products in this category is very low at around 1-2%. South & East together account for the balance 20%. Within urban areas.3% in all rural areas.7% penetration. The all India penetration of ghee is 24. it is relatively higher in medium sized towns at 8. A large part of ghee is made at home and by small/ cottage industry from milk. Similarly.7% in large metros. The penetration is higher at 8. Milk powder and condensed milk have not been able to garner any significant consumer acceptance in India as indicated by a very low 4.4kg pa as compared to over 20kg in USA. relatively expensive products and also non-availability in many parts of the country. Butter.5% in rural areas.5% compared to 7. penetration of ghee is significantly higher in North and West. North accounts for 57% of ghee consumption and West for 23%. In relative terms.

paneer.S. Malaysia. Amul products are being exported to the Singapore since last three decades . training has to be imparted to improve the quality to bring it up to international standards. equipments. Also. Singapore. Location advantage: India is located amidst major milk deficit countries in Asia and Africa.A .Export Potential India has the potential to become one of the leading players in milk and milk product exports. Gulf countries and Singapore. rasagulas and other ethnic sweets to the large number of Indians scattered all over the world. chilling and refrigeration facilities. Thailand. The major export products: The products of Amul is being exported in the 40 countries of the world . Amul is the preferred taste of Indians in the Gulf countries. undoubtedly . There is a vast market for the export of traditional milk products such as ghee. China. cost of production of milk is significantly lower in India. Hong Kong. it is imperative to improve productivity of Indian cattle. Japan. Philippines. Many of the products are now available in the U. Low Cost of Production: Milk production is scale insensitive and labour intensive. Concerns in export competitiveness are Quality: Significant investment has to be made in milk procurement. 18 . all located close to India. Oman and other gulf countries. Major importers of milk and milk products are Bangladesh. Due to low labour cost. Productivity: To have an exportable surplus in the long-term and also to maintain cost competitiveness. shrikhand. UAE.

00 9.97 60.19 4.: 2007-08 2008-09 2009-10 Value. Rs.375 0.69 52. Kheer .00 0.64 5.97 1.32 282. M T.20 8. Ghee .a sweet mix of boiled milk.342 19. Rabri .013 1.butter oil prepared by heat clarification.50 299.4 22. million) Quantity Value Quantity Value Quantity Skimmed milk powder 4.64 - 0.00 babies Milk cream Sweetened condensed milk Whey Ghee/Butter/Butter oil Cheese (a) Fresh (b) Processed (c) Other TOTAL Value 0.46 7.7 2.1 11.67 66.2 4.39 7.62 3. The market for 19 .22 78. used as a base to produce sweet meats.27 2. sugar and rice.milk mixed with lactic acid to coagulate.sweetened cream.70 19.55 2.35.895.10 5.55.019 111.27 11. Channa/Paneer .00 Milk and Milk Food for 8.08 2. Basundi .22 0.95 0.04 2.84 1.73 28.638.unsalted butter.evaporated milk.352. for longer shelf life.23 41.6 Indian (traditional) Milk Products There are a large variety of traditional Indian milk products such as Makkhan .75 431. Khoa .milk and sugar boiled down till it thickens.78 - 0.curd mixed with water and sugar/ salt.1 36.37 4.72.375 2.084 0.35 8. Dahi .08 3.84 - 2. Lassi .02 332.01 6.10 24.India's exports of milk products Description (Quantity.38.a type of curd.

main ghee brands are Sagar. Aarey (Mafco Ltd). Consumer loyalty is built by consistent quality. Products like Dahi and sweets like Kheer. Vijaya (AP Dairy Development Cooperative Federation). taste and freshness. The equipments in milk manufacturing have versatility and can be adapted for several products. variety and convenience. taste and texture. These products are therefore manufactured and sold by local milk and sweet shops. quality. equipments used to manufacture yogurt also can be adapted for large scale production of Indian curd products (dahi and lassi). Amul (GCMMF). Everyday (Nestle) and Farm Fresh (Wockhardt). which have built a strong brand franchise. and have several branches located in various parts of a city. 20 . in branded form. ghee is the only product. There are several such small shops within the vicinity of residential areas. With increasing urbanization and changing consumer preferences. Milkman (Britannia). Branding Of Traditional Milk Products Among the traditional milk products. There are several sweetmeat shops.indigenous based milk food products is difficult to estimate as most of these products are manufactured at home or in small cottage industries catering to local areas. there is possibility of large scale manufacture of indigenous milk products also. Consumers while purchasing dairy products look for freshness. Significant research work has been done on dairy equipments under the aegis of NDDB. Basundi. Rabri are perishable products with a shelf life of less than a day. Verka ( Punjab Dairy Cooperative). which is currently marketed. For instance.

It has also created a new umbrella brand "Amul Mithaee". GCMMF has also made a beginning in branding of other traditional milk products with the launch of packaged Paneer under the Amul brand. yogurt have gained popularity in the Indian market only during the last few years. Britannia has launched flavored milk in various flavors in tetra packs. mainly in Mumbai). cheese.Mafco Limited sells Lassi under the Aarey brand and flavored milk under the Energee franchise (in the Western region. Western Milk Products Western milk products such as butter. for a range of ethnic Indian sweets that are proposed to be launched the first new product Amul Mithaee Gulabjamun has already been launched in major Indian markets. However consumption has been expanding with increasing urbanization. 21 .

Mumbai has a larger number of domestic consumers. Calcutta (7%) and Chennai (6%). Sagar. compared to Delhi where the bulk institutional segment (mainly hotels) is larger. Cheese The present market for cheese in India is estimated at about 9. The latest entrant in the butter market has been Britannia. Britannia has the advantages of a wide distribution reach and a strong brand recall. The four metro cities alone account for more than 50% of consumption. In 2008-00 the butter production is estimated at 4 lakh MT of this only 45K MT is in the white form used for table purposes rest all is in the yellow form. Amul is the leading national brand while the other players have greater shares in their local markets. The major brands are Amul.000 tonnes and is growing at the rate of about 15% per annum. Nandini and Aarey. Most of the branded butter is sold in the towns and cities.Butter Most Indians prefer to use home made white butter (makkhan) for reasons of taste and affordability. Vijaya. it is expected to give stiff competition to the existing players. Cheese is mainly consumed in the urban areas. 22 . followed by Delhi (20%). Priced at par with the Amul brand. Mumbai is the largest market (accounting for 30% of cheese sold in the country).

Verka and Nandini (all brands of various regional dairy cooperatives) and Vadilal. and Dabon International dominating the market.Demand for various types of cheese in the Indian market Type of cheese Processed Cheese spread Mozzarella Flavored/Spiced Others % of total consumption 50 30 10 5 5 The major players are Amul. The entry of new players and increased marketing activity is expected to expand the market. Britannia. Other major brands were Vijaya. All the major players are expanding their capacities 23 . The heavy advertising and promotions being undertaken by these new entrants is expected to lead to strong 20% growth in the segment. etc. Amul has also become more aggressive with launch of new variants such as Mozzarella cheese (used in Pizza). cheese powder.

24 .Capacity expansion in Cheese Company Dynamics Group GCMMF Brands Manufactures Britannia Amul State forMaharashtra Capacity 35 tons day 20 tons day 10 tons day per Gujarat per APDDCF Vijaya Andhra Pradesh per Milk Powder Milk powder is mainly of 2 types _ Whole milk powder _ Skimmed milk powder Whole milk powder contains fat. Dairy whiteners are popular milk substitute for making tea. The penetration of these products in milk abundant regions is driven by convenience and non perishable nature (longer shelf life) of the product. coffee etc. as distinguished from skimmed milk powder. Skimmed milk powder is preferred by diet conscious consumers. Dairy whiteners contain more fat than skimmed milk powder but less compared to whole milk powder. which is produced by removing fat from milk solids.

Production capacity of Amul  Butter  Powder plant  Powder plant 50 to 60 Tones 70 tones 60 tones 25 . These expectations are based on the strong demand from Russia.Dairy sector of advanced nations export milk products with a subsidy of $ 1000 per tones with a level of subsidy more than 60 % of the price of milk powder produced in India. To protect the domestic sector from these subsidized imports the central government has recently increased the basic import duty on all imports of milk powder more than 10000 MT to 60% from 15%. this has led to large scale imports of milk powder both in whole and skimmed form.40 Lakh MTs. For imports less than 10000 MT the basic customs duty has been left unchanged at 15%. In 2008 India is estimated to have imported about 18. For the smooth running the business of dairy industry the industry must concentrate on the milk collection cycle. In 2007-08 India is expected to export 10000 MT of skimmed milk powder due to rise in international prices to $2300 per MT from last year's levels of $1400 per MT. which accounts for 75% of the annual global Skimmed Milk Powder exports. Milk Collection Cycle The success of each and every dairy industry is the getting the milk from the farmers and making that milk in use as soon as possible before that milk get spoiled because the milk is the perishable product.000 tonnes of milk powder against a total estimated production of 2. Amul dairy is very conscious about the milk collection cycle because the base of the success of the Amul is milk collection cycle. and also on tightening of supply in EU. East Asia and Latin America.

 Flavour milk 40000 bottles 26 .

The Easum brand will directly compete with Nestle's Nestum (made from rice). Nestlé’s Cerelac and Nestum together have around 80% market share and Heinz's Farex has close to 18% share. Wockhardt also proposes to launch a new baby food Easum containing moong (moong is one of the easily digestible pulses). Leading brands in the dairy whitener segment are Nestlé’s Everyday. Condensed Milk The condensed milk market has grown from 9000 MT in 2007 to 11000 MT in 2008. This is a category where brand loyalties are very strong as mothers want the best for their babies. Heinz is the only other significant competitor to Nestle in this segment. GCMMF's Amulya. Amul Full Cream milk powder is a whole milk powder brand. Kwality Dairy India's KreamKountry. Wockhardt's Farm Fresh and Britannia's Milkman Dairy Whitener. Condensed milk is a popular ingredient used in home-made sweets and cakes.Major Players Milk Powder/Dairy Whiteners: Major skimmed milk brands are Sagar (GCMMF) and Nandini (Karnataka Milk Federation). The only other competitor is GCMMF's Amul. Dalmia Industry's Sapan. 27 . Nestlé’s Milkmaid is the leading brand with more than 55% market share. Work hard is a relatively new entrant with its First Food brand. Infant Foods Nestle is the market leader in the segment.

Other brands are Heinz's Lactodex Farex.In infant formula also Nestle's Lactogen formula and Lactogen standard formula are the leading brands with around 75% market share. Wockhardt's *Raptakos. and Amul's Amulspray 28 .

powdered milk. chilled and processed milk Milk Limited Smith Beecham Limited food Kline Horlicks. Viva Indodan Industries Limited Indana 29 . whole milk powder. ice cream. Condensed milk. Cerelac. butter.Major dairy products manufacturers Some of the major dairy products manufacturers in the country: Company Nestle Limited Brands Major Products India Milkmaid. ghee. milk fluid and other milk based baby foods. Everyday Milk food malted foods. Maltova. Sweetened condensed milk. dairy milk whitener. and other milk products Malted Milk food. milk powder and Dairy whitener Ghee. Lactogen. skimmed milk powder. Milo.

Bonniemix. malted Milkfood Britannia Flavored milk. Complan. Glactose. Ghee Malted food Cadbury Bournvita 30 . Vitamilk Milkman Infant Milkfood. Limited Comilk Amul Butter.Gujarat operative Marketing Federation Limited H. cheese and other milk products Heinz Farex. Milk Powder.J. cheese.

Separation of cream produces skim milk from which several dairy products are made. The centrifugal force makes milk fat globules and emerges as cream from the separator bowl. packed and dispatched in cardboard cartons. This milk which contains ingredients to specifications is filtered. Baby food: Fresh milk. 31 . Cooled pre-condensate is heated and dried in spray drier (Egron). which is received from farmers/ traders. The powder is then passed through chemical analysis to check quality and is filled in tins through filling machines. Then MSK skimmed/ wet skimmed milk and sugar are added in turbo mixture to achieve the desired specifications of ingredients in the milk. These tins are gassed during gas mix and then sealed. cooled. The main aim in treating milk with high temperature is to destroy the disease causing pathogens and to improve keeping quality. This is followed by addition of vitamins and minerals. Separation machine is typically a high powered centrifuge. analyzed and then purified. Pre-condensate is homogenized. Then it passes through specific pasteurization and is taken to evaporator for pre-condensing. cooled and stored.Manufacturing Process Milk is pasteurized by treating it to high temperature for a short time. Then sugar is added. is chilled and stored.

Composition and colour adjustment is also done at the churning stage and a salt solution is added to give the finished butter a salty taste. rennet or coagulating acids. stirring & heating the curd. About 10 litres of milk with 3% fat is required for making 1 kg of cheese. The cream is then churned to produce butter. The type of manufacturing process used in the production of cheese determines its flavour. while in continuous process it is heated at 850 C and is held for only 15 seconds. About 13 litres of milk with 6% fat is required to produce 1 kg of butter. The cream is then pasteurized either through batch process or a continuous process. and its texture. cream is heated to a minimum of 740 C and held at the temperature for 30 minutes. In batch process. Cheese: There are thousands of varieties of cheese in the world. Natural Cheese is made by coagulating or curdling milk. Continuous churning converts cream into butter in a few minutes while batch churning takes a longer time. culture and salt. draining off the whey and collecting or pressing the curd. Cheese making requires four main ingredients . The desired flavour and texture is obtained by varying the temperature. which ranges from extremely mild to very sharp. humidity and time period of the curing process. Cheese is generally made from cow's milk.Butter: Whole milk is first separated into skim milk and cream by centrifugal force in a separator. The heat treatment destroys bacteria. a tempering process is applied in which cream is held at 100 C to allow rearrangement of the fat crystals. which can be semi-solid to almost stone hard. After pasteurization. inactivates enzymes and gives the cream a cooked flavour.good quality milk. Sweetened condensed milk is usually made from fresh milk by adding sugar to the milk pre-warming 32 .

000 million.S' 63 cents. 00. The urban market for milk products is expected to grow at an accelerated pace of around 33% per annum to around Rs. the value of Indian dairy produce is expected to be Rs 10. compared with the U.500 crores by year 2008.and concentrating the mixture in the high vacuum.8 dollars. The syrupy milk is then cooled so that the lactose crystallizes as very fine crystals and then the product is coagulated. Future Prospects India= = s dairy sector is expected to triple its production in the next 10 years in view of expanding potential for export to Europe and the West. Also India today is the lowest cost producer of per litre of milk in the world. 00. By 2008. Moreover with WTO regulations expected to come into force in coming years all the developed countries which are among big exporters today would have to withdraw the support and subsidy to their domestic milk products sector. Presently the market is valued at around Rs7. and Japan= = s $2. 33 . This growth is going to come from the greater emphasis on the processed foods sector and also by increase in the conversion of milk into milk products. This will help them in marketing their products in foreign countries in processed form.000mn.43. Also to take advantage of this lowest cost of milk production and increasing production in the country multinational companies are planning to expand their activities here. Some of these milk producers have already obtained quality standard certificates from the authorities. at 27 cents.

34

COMPANY PROFILE OF AMUL
The Amul – Meaning
AMUL means “ priceless “ in Sanskrit . A quality control expert in Anand suggested the brand name “AMUL” from the Sanskrit word “Amoolya” variants, all meaning “priceless” are found in several Indian languages. Amul products have been used in millions of home since 1946 .

      

Amul butter Amul milk powder Amul ghee Amulspray Amul cheese Amul chocolates Amul Ice- cream at

Today Amul is a symbol of many things . of high – quality products sold

reasonable prices . F triumph of indigenous technology . Of the marketing savvy of a farmers organization . And proven model for dairy development .

MOTTO, VISION, AND QUALITY POLICY MOTTO The main motto of AMUL is to help farmers. Farmers were the foundation stone of AMUL. The system works only for farmers and for consumers, not for profit. The main of AMUL is to provide quality products to the consumers at minimum cost. The goal of AMUL is to provide maximum profit in terms of money to the farmers.

35

VISION Vision of AMUL is to provide and vanish the problems of farmers (milk producers). The AMUL apparition was to run the organization with co-operative of four main parties, the farmers, the representatives, the marketers, and the consumers. QUALITY POLICY We the motivated and devoted work force of AMUL are committed to produce whole some and safe foods of excellent quality to remain market leaders through deployment of quality management system, state of art technology innovation and eco- friendly delightment of customer and betterment of milk producer HISTORY In early 1940’s a farmer in Kaira district, as elsewhere in India, derived his income almost entirely from seasonal crops. The income from milk was paltry and could not be depended upon. The main buyers were milk traders of Polson Ltd.-a privately owned

36

37 . They collectively appealed to Sardar Vallabhbhai Patel. For 15 days not a single drop of milk was sold to the traders. To respond to this action of government. Finely he decided to fulfill the farmers demand. It was also resolved that the government should asked to buy milk from the union. It gave the negative response by turning down the demand for the milk.company that enjoyed monopoly for supply of milk from Kaira to the Government Milk Scheme Bombay. 1946. farmer of Kaira district went on a milk strike. He advised the farmers to from a society for collection of the milk. However. who was a leading activist in the freedom movement. The system leads to exploitation of poor and illiterate farmers by the private traders.These village societies would collect the milk themselves and also decided prices for that which would be profitable for them. on January 4. Sardar Patel sent the farmer to Shri Morarji Dasai in order to gain his Co-operation and help. the farmers were frustrated. However. when the exploitation became intolerable. The district union was also from to collect the milk from such village cooperative societies and to sell them. As a result the Bombay milk scheme was severely affected. Sardar Patel advised the farmers to sell the milk on their own by establishing a cooperative union. Shri Dasai held a meeting at ‘Samrkha’ village near Anand. The milk commissioner of Bombay then visited Anand to assess the situation. instated of supplying milk to private traders. the government did not seem to help farmer by any means.

Besides when the milk was to be collected from the far places there was a fear of spoiling of milk. ‘The Kaira District Co-operative Milk Producers’ Union’ was thus established in Anand and was registered formally under section 10 of Bombay Act VII of 1925 on December 14.000 liters of milk everyday. Dr. without the intervention of government. To over come this problem the union thought to develop the chilling unit at various junctions. 50 million for factory to manufactory milk powder and butter. 38 . Milk is collected from almost 1097 societies. Today Amul collect 50. With the financial help from UNICEF. In 1955 it was commonly decided the sell milk under the brand name ‘Amul’ At the initial stage only 250 liters of milk was collected everyday. Shri Pandit Jawaharlal Nehru. 00. 1955. of Rs. the prim minister of India declared it open at Amul dairy on November 20. Verghese Kurien had main interest in establishing union who was supported by Shri Tribhuvandas Patel who convinced farmers in forming the cooperative unions at thevillage level. Mr.Thus their cooperative unions were forced at village and district level to collect and sell milk on a cooperative basis. today Amul has more than 168 chilling centers in various villages. assistance from the government of New Zealand under the Colombo plan. which would collect the milk and could chill so as preserve it a for a longer period. Rajendara Prasad. Thus. But with the growing awareness of the benefits of the co-operative-ness the collection of milk increased. 1946. Since then farmers are selling all the milk in Anand through cooperative union. As the milk is perishable commodity it became difficult to preserve milk for a longer period. 1954. the president of India laid the foundation on November 50.

Also in 1994.5 MW each based on natural gas. 39 . laid the foundation of Kaira Union’s third dairy with a processing capacity of 6. began in February. Dr. 1964 by Shri Lalbahadur Shastri.5 lakh liters of milk a day. Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products marketing organization. a new dairy with a capacity to manufacture 40 tons of milk powder and 20 tons of butter a day was completed in 1963. marked a milestone on the energy front when two gas turbine generators of 1. National Dairy Development Board. The dairy was declared open by ShriMorarji Desai in April. the Kaira Union setup a plant to manufacture high-protein weaning food. This was meant to meet the requirement of India’s defense forces. On October 31. in 1974. 1994. At the request of the government of India. It is a state level apex body of milk cooperatives in Gujarat which aims to provide remunerative returns to the farmers and also serve the interest of consumers by providing quality products which are good value for money. were commissioned. In September. the Prime Minister of India. chocolate and malted food at Mogar. The succesion of the co-generation project on September 11. 1965. Work on the third dairy and cheese plant at ‘Khatraj’ with capacity for 20 Metric Ton of cheese per day. 1985. 1981. Kaira Union put up bread spread plant at ‘Mogar’ with the assistance from National Dairy Development Board.A plant to manufacture balanced cattle feed was formally commissioned on October 31. V. about 8 km south of Anand. 1992. Kurien chairman. the second cattle feed plant at ‘Kanjari’ were started.

These productions are done by latest machineries equipped with computer system and it is handled by one technicians.5 million litres 594 Mts.of France 40 .38 billion litres 6. - The Milk pasteurizer machines belong to Alfa level company of Pune Powder plant machineries belong to L & T Larson and Turbo company of India - Butter production machineries belong to S.16 million litres per day 2.company of switrzland and other - Butter manufacturing production machineries belong to Simon Feres com. of Village Societies: Total Milk handling capacity: Milk collection Milk collection Milk Drying Capacity: Cattle feed manufacturing Capacity: About Machinery 2. of Producer Members: No.Members: 13 district cooperative milk producers' Union No.792 10. Butter and Milk are being done continuously.6 million 12.G. per day 2640 Mts per day In AMUL – 3 production of powder.

41 .ORGANISATION STRUCTURE OF AMUL Board of Director CHAIRMAN MANAGING CHAIRMAN GENERAL MANAGER ASSISTANT GENERAL MANAGER MANAGER DEPUTY MANAGER ASSISTANT MANAGER SENIOR EXECUTIVE SENIOR OFFICER SENIOR ASSITANT WORKERS Grade ( Ato E) .

42 .

Sales Turnover
Sales Turnover 1994-95 1995-96 1996-97 1997-98 1998-99 1999-00 2000-01 2001-02 2002-03 2003-04 2004-05 2005-06 2006-07 2007-08 2008-09 2009-10 Rs (million) 11140 13790 15540 18840 22192 22185 22588 23365 27457 28941 29225 37736 42778 52254 67113 80053 US $ (in million) 355 400 450 455 493 493 500 500 575 616 672 850 1050 1325 1505 1700

List of Products Marketed: Bread spreads:
• • •

Amul Butter Amul Lite Low Fat Bread spread Amul Cooking Butter

43

Cheese Range:
• • • • • • • •

Amul Pasteurized Processed Cheddar Cheese Amul Processed Cheese Spread Amul Pizza (Mozzarella) Cheese Amul Shredded Pizza Cheese Amul Emmental Cheese Amul Gouda Cheese Amul Malai Paneer (cottage cheese) Utterly Delicious Pizza

Mithaee Range (Ethnic sweets):
• • • • • •

Amul Shrikhand (Mango, Saffron, Almond Pistachio, Cardamom) Amul Amrakhand Amul Mithaee Gulabjamuns Amul Mithaee Gulabjamun Mix Amul Mithaee Kulfi Mix Avsar Ladoos

UHT Milk Range:
• • • • •

Amul Shakti 3% fat Milk Amul Taaza 1.5% fat Milk Amul Gold 4.5% fat Milk Amul Lite Slim-n-Trim Milk 0% fat milk Amul Shakti Toned Milk 44

• •

Amul Fresh Cream Amul Snowcap Softy Mix

Pure Ghee:
• • •

Amul Pure Ghee Sagar Pure Ghee Amul Cow Ghee

Infant Milk Range:
• • •

Amul Infant Milk Formula 1 (0-6 months) Amul Infant Milk Formula 2 ( 6 months above) Amulspray Infant Milk Food

Milk Powders:
• • •

Amul Full Cream Milk Powder Amulya Dairy Whitener Sagar Skimmed Milk Powder

Sweetened Condensed Milk:

Amul Mithaimate Sweetened Condensed Milk

Fresh Milk:
• • •

Amul Taaza Toned Milk 3% fat Amul Gold Full Cream Milk 6% fat Amul Shakti Standardized Milk 4.5% fat 45

• • • Amul Slim & Trim Double Toned Milk 1.5% fat Amul Saathi Skimmed Milk 0% fat Amul Cow Milk Curd Products: • • • • Yogi Sweetened Flavoured Dahi (Dessert) Amul Masti Dahi (fresh curd) Amul Masti Spiced Butter Milk Amul Lassee 46 .

Chocolate. Fresh Pineapple) • • Sundae Range (Mango. Frostik. Saffron. Black Currant. Rose. Chocolate) • Amul Kool Cafe 47 . Kesar Pista Royale. Strawberry. Chococrunch. Double Sundae) Assorted Treat (Chocobar. Shahi Anjir. Mega bite. Choc chips. Black Currant. Sundae Magic. Cardamom. Fresh Strawberry.Amul Ice creams: • • Royal Treat Range (Butterscotch. Strawberry. Malai Kulfi) Nut-o-Mania Range (Kaju Draksh. Tricone. Cake Magic) Chocolate & Confectionery: • • Amul Milk Chocolate Amul Fruit & Nut Chocolate Brown Beverage: • Nutramul Malted Milk Food Milk Drink: • Amul Kool Flavoured Milk (Mango. Rajbhog. Santra Mantra. Fresh Litchi. Fruit Bonanza. Roasted Almond) • Nature's Treat (Alphanso Mango. Dollies. Ice Candies. Cassatta) • Utterly Delicious (Vanilla.

Bombay: Summer of 1967. A Charni Road flat. 1996 The moppet who put Amul on India's breakfast table 50 years after it was first launched. No other brand comes even close to it. It is her four-year-old who draws her attention to the hoarding that has come up overnight. Sheela Mane. She expects the worst but can see no signs of an accident. There are other people too.Health Beverage: • Amul Shakti White Milk Food Amul Butter Girl Edited from an article by Mini Verma published in The Asian Age on March 3. "It was the first Amul hoarding that was put up in Mumbai. a 28-year-old housewife is out in the balcony drying clothes. I remember it was our favourite topic of discussion for the next one week! Everywhere we went somehow or the other the campaign always seemed to crop up in our conversation. Amul's sale figures have jumped from 1000 tonnes a year in 1966 to over 25." recalls Sheela Mane. Mrs. The crowd seems to be growing larger by the minute." 48 . From her second floor flat she can see her neighbours on the road. Unable to curb her curiosity Sheela Mane hurries down to see what all the commotion is about. All because a thumb-sized girl climbed on to the hoardings and put a spell on the masses.000 tonnes a year in 2008. "People loved it.

holding out her favourite packet of butter. looked. So much so that the ads are now ready to enter the Guinness Book of World Records for being the longest running campaign ever. ASP. How often have we stopped. boring image. a bold sensuous Urmila or simply as herself. Round eyed.Call her the Friday to Friday star. winking at you. had a staid. from strategically placed hoardings at many traffic lights. It all began in 1966 when Sylvester daCunha. shy Madhuri. The ultimate compliment to the butter came when a British company launched butter and called it Utterly Butterly. 49 . clinched the account for Amul butter. The butter. last year. corporate ads. She is the Amul moppet everyone loves to love (including prickly votaries of the Shiv Sena and BJP). primarily because the earlier advertising agency which was in charge of the account preferred to stick to routine. For 30 odd years the Utterly Butterly girl has managed to keep her fan following intact. chubby cheeked. then the managing director of the advertising agency. dressed in her little polka dotted dress and a red and white bow. chuckled at the Amul hoarding that casts her sometime as the coy. which had been launched in 1945.

"The response was phenomenal. It had been taken too seriously. "We knew our campaign was going to be successful. village belle. food was something one couldn't afford to fool around with. for too long. Sylvester daCunha decided it was time for a change of image." 50 . The baseline simply said. The Amul girl who lends herself so completely to Amul butter. This one was sexy. clothed in a tantalizing choli all but covering her upper regions. And so it came about that the famous Amul Moppet was born. the country saw the birth of a campaign whose charm has endured fickle public opinion. And who better than a little girl?" says Sylvester daCunha. Not just adults. Thorough bread. gimmickry and all else.One of the first Amul hoardings In India." recalls Sylvester daCunha. lamp kiosks and the bus sites of the city were splashed with the moppet on a horse.. The year Sylvester daCunha took over the account. created as a rival to the Polson butter girl. That October. It was a matter of just a few hours before the daCunha office was ringing with calls. Utterly Butterly Delicious Amul. even children were calling up to say how much they had liked the ads. "Eustace Fernandez (the art director) and I decided that we needed a girl who would worm her way into a housewife's heart.

Amul would be up there on the hoardings saying. It was a decision that would stand the daCunhas in good stead in the years to come. If the Naxalite movement was the happening thing in Calcutta. Hurry Hurry'. when the city first saw the beginning of the Hare Rama Hare Krishna movement. won't do). cholbe na cholbe na (won't do. That was the first of the many topical ads that were in the offing. Over the years the campaign acquired that all important Amul touch. In 1969. Sylvester decided that giving the ads a solid concept would give them extra mileage. Mohammad Khan and Usha Bandarkar. Bombay reacted to the ad with a fervour that was almost as devout as the Iskon fever. "Bread without Amul Butter. so to say. Sylvester daCunha. From then on Amul began playing the role of a social observer. 51 .'Hurry Amul. If there was an Indian Airlines strike Amul would be there again saying. more dum. then the creative team working on the Amul account came up with a clincher -. Indian Airlines Won't Fly Without Amul. In 1967.For the first one year the ads made statements of some kind or the other but they had not yet acquired the topical tone. India looked forward to Amul's evocative humour.

"The Indian Airlines one really angered the authorities. Then there was the time when the Amul girl was shown wearing the Gandhi cap. They have to say something. The Gandhi cap was a symbol of independence." he says laughing. or making an impact. So ultimately we discontinued the ad. The high command came down heavy on that one. What does she do with these ads? "I have made an album of them to amuse my grandchildren." she laughs. It is surprising how vigilant the political forces are in this 52 . There are numerous ads that are risqué in tone. "They are almost part of our culture. "For over 10 years I have been collecting Amul ads. They make them aware of what is happening around them. "We ran a couple of ads that created quite a furore." says Sylvester daCunha. They said if they didn't take down the ads they would stop supplying Amul butter on the plane. We have a campaign that is strong enough to make a statement. A fine balance had to be struck. I especially like the ads on the backs of the butter packets. So despite their reluctance the hoardings were wiped clean. "says Mrs. Sumona Varma. The Shiv Sena people said that if we didn't do something about removing the ad they would come and destroy our office. "We had the option of being sweet and playing it safe.There are stories about the butter that people like to relate over cups of tea. aren't they? My grandchildren are already beginning to realise that these ads are not just a source of amusement. I didn't want the hoardings to be pleasant or tame. DaCunhas have made it a policy not to play it safe." Despite some of the negative reactions that the ads have got. they couldn't have anyone not taking that seriously. Ganpati Bappa more Ghya (Ganpati Bappa take more). "Then there was an ad during the Ganpati festival which said." says Rahul daCunha.

While most people agree that the Amul ads were at their peak in the Eighties they still maintain that the Amul ads continue to tease laughter out of them. Rebecca Mark wrote to us saying how much she liked them. They don't pander to your nationality or certain sentiments. It is pure and simple. Even when the Enron ads (Enr on or off) were running. everyday fun. Where does Amul's magic actually lie? Many believe that the charm lies in the catchy lines." From the Sixties to the Nineties. Indians do have a sense of humour. 53 . That we laugh because the humour is what anybody would enjoy." Amul's point of view on the MR coffee controversy There were other instances too.he had asked his assistant to take a photograph of himself with the ad because he had found it so funny. Heroine Addiction. aHe sid says Rahul daCunha in amused tones. afterall. "He said that he had seen the hoarding while passing through a small district in UP.country. the Amul ads have come a long way. Amul's little joke on Hussain had the artist ringing the daCunhas up to request them for a blow up of the ad.

AMUL – 1 presently it is use as a go down for storing raw materials. so that the milk remains usable. The production is done in the special machines. Today the Amul has three plants Known as Amul 1. 2 & 3 all three plant work 24 hours a day continuously. Amul has not any problem regarding milk. To removing these problems Amul take decision to set up a plant to process the surplus milk butter and milk powder. but in the winter season there was excess supply of milk. directing and controlling. At the initial stage. Amul has to sell out that excess milk at the low price or Amul has to face loss. The Amul is started with only 250 liters of milk per day. But now Amul collect average 9 lakhs of liters milk per day. 54 .PRODUCTION &OPERATION DEPARTMENT INTRODUCTION Production management is refers to the process of correction of past mistakes catching up with the new techniques. taking up steps with developing techniques and taking measures for the production of goods at competitive cost. These machines and the technology are import-id from the TRFTA PEAK Company.” The basic philosophy of production management is to launch a frontal attack on direct costs and effective use the availability manpower weaving new techniques in to the whole to keep the production unit efficient and developing production management is the process of planning. The all manufacturing process is done automatically. So. Today three plant of AMUL perform different function. organizing. There is also facility of chilling of milk.

Workers Officers Technicians Eng.) Dy. G. the production process of Ghee and packings are running . A.M. AMUL spray powder. and flavored milk.1.) Officers Technicians Eng. Organization Structure Managing Director General Manager Dairy Plant Manager (Production) Manager (Eng. 2. M. (Eng. (Eng. Manager (Eng. Worker 55 .) A.) Workers Officer Asstt.M. AMUL – 2 Today in this unit. AMUL – 3 This unit is producing AMUL butter.

56 .

Amul dairy is very conscious about the milk collection cycle because the base of the success of the Amul is milk collection cycle. For the smooth running the business of dairy industry the industry must concentrate on the milk collection cycle. These productions are done by latest machineries equipped with computer system and it is handled by one technicians. Butter and Milk are being done continuously. Production capacity of Amul  Butter  Powder plant  Powder plant  Flavour milk 50 to 60 Tones 70 tones 60 tones 40000 bottles About Machinery In AMUL – 3 production of powder.G.Milk Collection Cycle The success of each and every dairy industry is the getting the milk from the farmers and making that milk in use as soon as possible before that milk get spoiled because the milk is the perishable product.company of switrzland and other - 57 . The Milk pasteurizer machines belong to Alfa level company of Pune Powder plant machineries belong to L & T Larson and Turbo company of India Butter production machineries belong to S.

of France 58 .- Butter manufacturing production machineries belong to Simon Feres com.

Raw milk at Amul.Amul – 2 Raw Reception Dock Reception dock is the very first department of any dairy where milk is unloaded and simultaneously tested . Amul-2 has a well designed RMRD . About 60 % of reception is of buffalo milk and remaining 40% is cow milk . Flow chart of Amul-2 process Unloading of cans Chain conveyer Removal of cans lid Physically inception of milk Transfer of milk to dump tank ( 12-13cans/ min) Filter Weighing Raw milk collection tank – Amul -3 Pasteurization ( At 80 C for 15 seconds) Standardization Processed milk silo Sent to different production section section milk pouch packing 59 . situated in the west wing of dairy .2 is received mainly through cans . There are 2 reception lines for unloading milk cans in Amul – 2 .

60 .

The section is completely computer controlled and is equipped with most modern imported equipments . Amul white and table Butter is exported to USA and various Middle Eastern countries . The cream thus separated is pasteurized and then pumped to the cream buffer tanks and to cream silo .Butter section The utterly Butterly Delicious butter of the Amul is one of the most popular product of Amul dairy along with the famous butter girl . there the temperature of cream is adjusted to the required churning temperature of continuous Butter Making Machine. which is the costliest constituent . OPERATION The cream for manufacturing Butter is receiving from Amul-3 process section while standardization of milk . The cream obtained from process section is fully utilized for butter making . the centrifugal separators inline with Milk pasteurizer separate this as cream . 61 . The butter section is located in Amul -3 which manufactures Table Butter .After ageing at 8 Celsius for 24 hrs .Butter section very important as it handles fat. white butter and renduced salt butter . cream is pumped to cream chilling unit in the butter section . In Amul -3 the milk fat will be separated at above 60 Celsius .

70rpm ) 2nd washing with butter milk silo working butter Milk white butter addition salt (@2%) &color 15 kg packing Blending ( 25-30 rpm &vacuum ) 62 .1200rpm) Butter Grains Washing with butter milk Working ( 30.Flow chart of Butter processing Raw cream Pasteurizer (90 to 95 C ) Cooling (8-9 C) Ageing(8-9 C/ 24hours) Cream Balance tank PHE ( for temperature adjustment at 6-8 C) Churning (speed 500.

1 g weight package 5ply for normal & export Powder plant F-35 plant is situated in Amul -2 near to the railway siding .used for tertiary packing 3ply for 9.export ghee butter section packaging lines 9. The plant is not in regular use and mainly used for the manufacturing of cheese whey powder . F-35 CONDENSING PLANT DETAILS 63 .1g blister pack (Army) 100g refill pack 100g refill pack 400tin Air pack (2gm) Packing materials used : • Delocalize market Double laminated is used for export • • Tin – used for 400g Army pack Card board box. The plant is a single stage drying plant having a capacity of 35 TDP.

5% Total Solids 40% to 41% Sugar 15% Approx. MANUFACTURING PROCESS FOR ICE CREAM Amul ice cream is made up from milk. Ice cream are rich in protein. It is the secretion from the mammary glands of a lactating mammal.5% to 14. milk products.9% to 4. is made up of milk fat and other milk solids.1% 64 . calcium. easy to digest and full of energy. Acidity 0. All children start their with mother’s milk and continue to use it in one other throughout their life. Composition • • • • • Milk Fat 13. AMUL ICE CREAM Amul ice cream is made up from fresh milk. sugar. The white fluid. know as milk.17% to 0. stabilizers and emulsifiers. dairy cream and vitamins.19% Protein 3.Make : SSP .Faridabad Type : Falling film vertical tube type No of Pre heater : 5 No of calendria : 7 No of vapor separators : 5 OPERATION DETAIL PRODUCT USE AND CHARACTERISTICS MILK One of the most versatile food consumed by us. Ice cream are a complete food.

Packaging 50 ml cup. 100 ml cup. Pineapple.4 million kg) per day achieved during 2005-06. Mango.1 litre pack. Rajbhog and Cashew Break. Ice candies. Butterscotch. specially in Surat district.4 million kg) per day. Strawberry.Food Energy Value Calories per 100 ml -196. 65 . 4 litre pack. MANUFACTURING PROCESS FOR MILK MILK PROCUREMENT Total milk procurement by our Member Unions during the year 2006-07 averaged 67.7 million kg) per day. Litchi. The highest procurement as usual was recorded during January 2007 at 84. Kesar Pista. Rose. Cones and Kulfies . Honey-Dew-Melon. This increase in milk procurement is very impressive.25 lakh kilograms (6. Chocobar. Orange. 500 ml pack.38 lakh kilograms (6. representing a growth of 4. Chocó chips.7 kcal Flavors VANILA . Tutee Fruity.09 lakh kilograms (8.5 per cent over 64. Kaju Draksh. Chocolate. keeping in mind the massive loss suffered by our farmers due to floods during the monsoon season.

Pasteurization is the process that purifies milk and helps it stay fresher. Milk fat is what gives milk its rich and creamy taste.MILK PROCESSING 1 Homogenization: . Without homogenization. under high pressure through tiny holes. 2 .Milk must then be homogenized. Milk is pasteurized by heating it to 72°C for 16 seconds then quickly cooling it to 4°C. 66 . Pasteurization is named after Louis Pasteur. longer. In this machine the milk fat is forced. Pasteurization:. the famous scientist. the milk fat would separate from the milk and rise to the top. In this process Milk is transferred to a piece of equipment called a homogenizer.

This prevents the development of extra bacteria and keeps the milk it’s freshest. vitamin D is added to all milk. Vitamin A is good for our eyesight.Packaging Milk: . 4.3 . it is kept at 1° . 1% and 2% milk. Milk is pumped through automatic filling machines direct into bags. During the entire time that milk is at the dairy. Vitamin D combined with the calcium that naturally exists in milk help gives us strong bones and teeth. Dairies also add Vitamin A to skim.Before homogenization.Adding Vitamins. . The machines are carefully sanitized and packages are filled and sealed without human hands. 67 .Milk is now ready to be packaged.2°C. cartons and jugs.

68 .4°C. Because fresh milk is so important to our diets. convenience stores and restaurants in refrigerated trucks that keep milk cooled to 1° . dairies.Milk is delivered to grocery stores.5.Storing:. and our health. The stores take their milk and immediately place it in their refrigerated storage area.

This helped in destroying the pathogens and in maintaining the quality. milk was treated at high temperatures for a specified. it was sent for processing. it was tested and if it was found to be of good quality. the milk was sent through a separation machine. The cream was marketed as Amul Fresh cream . the unions packed the milk after it was pasteurized and sent for distribution. 69 . According to the demand. Raw milk was sent through a filter and clarifier and was pasteurized. If the milk was found to have high acidity. Here the cream was separated and skimmed milk was obtained. For pasteurization. After pasteurization.Supply chain management of AMUL SUPPLIERS GCMMF’S SUPPLY CHAIN Processing : After the union received the milk. it was used to make buttermilk.

All GCMMF branches engage in route scheduling and have dedicated vehicle operation . The processed milk and dairy products were procured from district dairy unions and distributed through third party distributors.Distribution GCMMF coordinated with various unions to get a regular supply of milk and dairy products. 70 . To ensure quality and timely deliveries. This practice is consistent with GCMMF's philosophy of maintaining cash transactions throughout the supply chain and it also minimizes dumping. The unions monitored the supplies of milk and the distribution of finished products. The VCS constantly monitored the deliveries of the milk collected and ensured that the milk was picked up on time. Wholesale dealers carry inventory that is just adequate to take care of the transit time from the branch warehouse to their premises. This just-in-time inventory strategy improves dealers' return on investment (ROI). GCMMF transacts on an advance demand draft basis from its wholesale dealers instead of the cheque system adopted by other major FMCG companies. WARE HOUSING: Amul products are available in over 500.500 distributors.000 retail outlets across India through its network of over 3. There are 47 depots with dry and cold warehouses to buffer inventory of the entire range of products. GCMMF and the district unions had several mechanisms in place.

MILK PROCESSING BLOCK 71 .

packaging material. sugar etc. required by the company for manufacturing. 72 . district level and state level. different types of flavors for ice creams. powder for ice creams manufacturing.SUPPLY CHAIN EXPLANATION WITH DIAGRAME DEFINITION OF VALUE CHAIN As per the above diagram there are the first components is raw material: In our company the raw materials are milk. In this step GCMMF play a very important role it procures milk from villages and for this it develops three types of system and that is societies at villge level.

In milk process there are mainly five steps are required and i. packaging. homogenization. This component is manufacturing process which is describe above. These stockists supplied the products to more than 500. 73 .000 retail outlets. storing. GCMMF's products were marketed through 50 sales offices located across India to 4.000 stockists.e. It handle all the marketing for AMUL products. IDEAL ICE CREAMS and BHARAT ESSENCE. In this process there are also requirement of warehouse for storing the product which already made and also for the raw material.. The next step is the distribution channel in which GCMMF plays very important role in that.Second component is suppliers are the farmers and other raw material for manufacturing the ice creams are provided by MAHAN PROTEINS LTD. pasteurization. adding vitamins.

Variants. 42. Of the triumph of indigenous technology. Amul Milk and Amulya have made Amul a leading food brand in India. And of a proven model for dairy development. Amul Butter. Amulspray. Of the marketing savvy of a farmers' organization. The last step is the consumer in which the actual hose hold are included in this category. The brand name "Amul. Amul products have been in use in millions of homes since 1946. Of the genesis of a vast co-operative network. Amul Milk Powder. Also the retail shops and whole sellers are included. Of high-quality products sold at reasonable prices. Amul Ghee. Amul Cheese." was suggested by a quality control expert in Anand. (Turnover: Rs. are found in several Indian languages. Amul Chocolates.78 billion in 2007-08). Today Amul is a symbol of many things. Nutramul. Amul Shrikhand.The next step is the customers in this category there are restaurants includes. 74 . Amul Ice cream. all meaning "priceless". Our Product AMUL means "priceless" in Sanskrit." from the Sanskrit "Amoolya.

Delicious Chocolate taste Nutramul Energy Drink A drink for Kids provides energy to 75 . low Cholesterol Bread Spread Delicious Table Margarine The Delicious way to eat healthy Milk Drinks Amul Kool Amul Kool Cafe Kool Koko A delight to Chocolate Lovers.Check out this vast and ever-growing range of 'tasteful' Amul delectable! "Please click here to download the latest PRODUCT DETAILER". Bread Spreads Amul Butter Utterly Butterly Delicious Amul Lite Low fat.

suit the needs of growing Kids Amul Kool Chocolate Milk Amul Kool Flavoured Bottled Milk Amul Kool Flavoured Tetra Pack Amul Masti Spiced Buttermilk Amul introduces the Best Thirst Quenching Drink Amul Kool Thandai Powder Milk 76 .

Amul Spray Infant Milk Food Still. Sagar Tea Coffee Whitener Amulya Dairy Whitener The Richest. Purest Dairy Whitener Fresh Milk 77 . Mother's Milk is Best for your baby Amul Instant Full Cream Milk Powder A dairy in your home Sagar Skimmed Milk Powder Which is especially useful for diet preparations or for use by people on low calorie and high protein diet.

Pasteurised in state-of-the-art processing plants and pouch-packed for convenience.Amul Fresh Milk This is the most hygienic milk available in the Amul Gold Milk market. Amul Taaza Double Toned Milk Amul Lite Slim and Trim Milk Amul Fresh Cream Amul Shakti Toned Milk Amul Calci+ 78 .

makes great tasting pizzas! Gouda Cheese 79 . has a sweet-dry flavour and hazelnut aroma Amul Pizza Mozzarella Cheese Pizza cheese... Amul Emmental Cheese The Great Swiss Cheese from Amul.Cheese Amul Pasteurised Processed Cheese 100% Vegetarian Cheese made from microbial rennet Amul Cheese Spreads Tasty Cheese Spreads in 3 great flavours.

80 .For Cooking Amul / Sagar Pure Ghee Made from fresh cream. Has typical rich aroma and granular texture. An ethnic product made by dairies with decades of experience. Cooking Butter Amul Malai Paneer Ready to cook paneer to make your favourite recipes! Utterly Delicious Pizza Mithai Mate Sweetened Condensed Milk – Masti Dahi Free flowing and smooth texture.

81 .White to creamy color with a pleasant taste.

Amul Lassee Amul Basundi Health Drink 82 . anytime.best served piping hot. Amul Chocolates The perfect gift for someone you love.. Amul Shrikhand---A delicious treats..Desserts Amul Ice Creams Premium Ice Cream made in various varieties and flavours with dry fruits and nuts. Amul Mithaee Gulab Jamuns Pure Khoya Gulab Jamums.

Nutramul Malted Milk Food made from malt extract has the highest protein content among all the brown beverage powders sold in India. 83 . Amul Shakti Health Food Drink Available in KesarAlmond and Chocolate flavours.

Dhara range of edible oils and the Safal range of fresh fruits & vegetables. 84 . It is now a wholly owned company of the National Dairy Development Board (NDDB). frozen vegetables and fruit juices at a national level through its sales and distribution networks for marketing food items. Parag Dairy sources fruits and vegetables from farmers / growers associations.PROFILE OF PARAG DAIRY Parag Dairy – Delhi was set up in 1974 under the Operation Flood Programme. (b) Uphold institutional structures that empower milk producers and farmers through processes that are equitable. Parag Dairy markets & sells dairy products under the Parag Dairy brand (like Liquid Milk. Parag Dairy sources significant part of its requirement of liquid milk from dairy cooperatives. Ice creams. Parag Dairy also contributes to the cause of oilseeds grower cooperatives that manufacture/ pack the Dhara range of edible oils by undertaking to nationally market all Dhara products. Similarly. It is Parag Dairy’s constant endeavor to (a) Ensure that milk producers and farmers regularly and continually receive market prices by offering quality milk. milk products and other food products to consumers at competitive prices and. Dahi. Cheese and Butter).

The company markets an array of fresh and frozen fruit and vegetable products under the brand name SAFAL through a chain of 400+ own Fruit and Vegetable shops and more than 20. Moreover. Fresh produce from the producers is handled at the Company’s modern distribution facility in Delhi with an 85 . Ghee. The company’s derives significant competitive advantage from its unique distribution network of bulk vending booths. retail outlets and mobile units. Mumbai. Parag Dairy also manufactures and markets a wide range of dairy products that include Butter. Parag Dairy markets approximately 2. Parag Dairy ice creams launched in the year 1995 have shown continuous growth over the years and today boasts of approximately 62% market share in Delhi and NCR.000 retail outlets in various parts of the country. IS-15000 HACCP and IS-14001 EMS certified organization. Government of India. Saurashtra and Hyderabad. Parag Dairy is an IS/ ISO-9002. Lassi & Flavored Milk and most of these products are available across the country. its Quality Assurance Laboratory is certified by National Accreditation Board for Testing and Calibration Laboratory (NABL)-Department of Science and Technology.3 million liters of milk daily and undertakes its marketing operations through around 14. Dahi. Parag Dairy Milk has a market share of 66% in the branded sector in Delhi where it sells 2.000 retail outlets and 845 exclusive outlets of Parag Dairy.8 million liters of milk daily in the markets of Delhi. Cheese. UHT Milk. processing of milk is controlled by process automation whereby state-of-the-art microprocessor technology is adopted to integrate and completely automate all functions of the milk processing areas to ensure high product quality/ reliability and safety.At Parag Dairy.

A state-of-the-art fruit processing plant of fruit handling capacity of 120 MT per day. An IQF facility with capacity of around 75 MT per day is also operational in Delhi. setup in 1996 at Mumbai supplies quality products in the international market.000 MT.annual capacity of 200. 86 . a 100 percent EOU.

Kachi Ghani Mustard Oil and Filtered Groundnut Oil. Refined Rice Bran Oil. Refined Sunflower Oil. Parag Dairy has also launched extra virgin Olive Oil under the Daroliva brand. Parag Dairy has also been marketing the Dhara range of edible oils for the last few years. Today it is a leading brand of edible oils and is available across the country in over 2. In times to come. 00.000 outlets. Parag Dairy shall strive to remain one of India’s finest food companies. Parag Dairy has over the last 3 decades. List of Products Marketed: Bread spreads: • Parag Butter Cheese Range: • • • Parag Processed Cheese Parag Pizza Cheese Parag Paneer UHT Milk Range: • Parag Milk 87 .With increasing demand another state-of-the-art fruit processing plant has been set up at Bangalore with fruit handling capacity of around 250 MT per day. The brand is currently available in the following variants: Refined Vegetable Oil. Refined Soybean Oil. harnessed the power of farmer cooperatives to deliver a range of delicious products and bring a smile on your face.

• Parag Fresh Cream Pure Ghee: • Parag Pure Ghee Infant Milk Range: • Parag spray Milk Food Milk Powders: • • Paragya Dairy Whitener Sagar Skimmed Milk Powder Fresh Milk: • • Parag Taaza Toned Milk Parag Cow Milk 88 .

00 5.40 1.10 0.40 2.52 1.50 1.80 0.40 1.20 3.00 3.00 8.40 0.40 2.61 10.52 0.68 SALES OF BUTTER BY TERRITORY (KG) (Agra) TERRITORIES Vijay Nagar Sanjay Place Khandari AMUL BUTTER 159 92 734 PARAG DAIRY BUTTER 0 30 72 89 .61 2.50 37.70 4.00 1.32 PARAG DAIRY LECTOGIN 3.12 4.40 13.81 1.20 0.20 2.10 15.00 3.MARKET SHARE OF AMUL SPRAY IN % AGE (Agra) TERRITORIES Vijay Nagar Sanjay Place Khandari Sikandra Rajpur Chungi Sadar Bazar Shashtripuram Bodla Jeevni Mandi Rawatpara Belanganj Tajganj Lohamandi Rajamandi TOTAL AMUL SPRAY 1.31 4.80 62.

80 0 0 0 1.19 92.Sikandra Rajpur Chungi Sadar Bazar Shashtripuram Bodla Jeevni Mandi Rawatpara Belanganj Tajganj Lohamandi TOTAL 355 190.21 17.03 11.72 1.32 12.56 16.83 2.5 678 500 470 350 40.96 0.33 6.36 0.42 DAIRY 90 .49 4.41 0 1.76 8.23 0.5 14 259 8 3850 0 0 0 42 2 100 0 60 0 0 306 MARKET SHARE OF AMUL BUTTER IN %AGE TERRITORIES Vijay Nagar Sanjay Place Khandari Sikandra Rajpur Chungi Sadar Bazar Shashtripuram Bodla Jeevni Mandi Rawatpara Belanganj Tajganj Lohamandi TOTAL AMUL BUTTER 3.43 0 0 7.58 PARAG BUTTER 0 .31 8.05 2.01 0.

76 0.15 OTHERS 0.96 91 .45 1.45 3.02 0.72 Parag Dairy 0 0.37 0.SALES OF DAIRY WHITE BY TERRITORY (KG) TERRITORIES Vijay Nagar Sanjay Place Khandari Sikandra Rajpur Chungi Sadar Bazar Shashtripuram Bodla Jeevni Mandi Rawatpara Belanganj Tajganj Lohamandi TOTAL AMULYA 27 6 51 46 0 24 5 37 28 43 310 2 10 589 Parag Dairy 0 5 2 8 0 2 3 3 0 0 34 0 0 57 OTHERS 9 6 25 28 16 17 4 4 0 0 0 0 0 109 MARKET SHARE OF DAIRY WHITE IN % AGE (Agra) TERRITORIES Vijay Nagar Sanjay Place Khandari AMULYA 2.

78 0.18 3.34 0 1.83 2.45 2. China.38 0 0 0 0 0 8.27 0.22 0 0 2. Location advantage: India is located amidst major milk deficit countries in Asia and Africa.37 2.22 0. Japan. all located close to India. Malaysia.Sikandra Rajpur Chungi Sadar Bazar Shashtripuram Bodla Jeevni Mandi Rawatpara Belanganj Tajganj Lohamandi TOTAL 3. UAE.22 23. Hong Kong. Low Cost of Production: Milk production is scale insensitive and labour intensive.20 0.54 0 0 4. Due to low labour cost. Major importers of milk and milk products are Bangladesh. Oman and other gulf countries.57 Consumer Perception towards Amul & Parag Dairy Products Export Potential India has the potential to become one of the leading players in milk and milk product exports.19 1. Philippines.01 0.18 1.58 0 0.75 44.15 0.37 0.38 0. cost of production of milk is significantly lower in India. Singapore. Thailand. 92 .

training has to be imparted to improve the quality to bring it up to international standards. paneer.Concerns in export competitiveness are Quality: Significant investment has to be made in milk procurement. it is imperative to improve productivity of Indian cattle. There is a vast market for the export of traditional milk products such as ghee. Productivity: To have an exportable surplus in the long-term and also to maintain cost competitiveness. chilling and refrigeration facilities. Also. rasgolas and other ethnic sweets to the large number of Indians scattered all over the world 93 . equipments. shrikhand.

Chapter 3 Research methodology 94 .

taste. It would not help Amul to capitalize on existing potential but also to formulate strategies and to fill the look holes and gaps to fight the competitive situation The Objective also contains:   To determine the market share of Amul & Parag dairy based product.  To compare the dairy product of Amul and Parag dairy on the basis of above parameters 95 . price.OBJECTIVE OF THE STUDY Amul & Parag Dairy is the market leader of dairy based food products in Agra City. It is important to get an idea regarding Amul’s & Parag Dairy position in Agra City. Amul is the major competitors in the market against Parag Dairy. To determine the consumer preferences of Amul & Parag dairy product with the help of some parameters -quality. packing style.

 Building confidence in retailers as well as in the customer.  Develop the usefulness in enhancing the usability of the product.  To know different selling skills at various situation of market.SIGNIFICANCE OF THE TOPIC  Create the awareness in the market.  To learn different strategies which are used by retailers in market to convince the customers. 96 .  To Understand the terminologies used in market by retailers.

RESEARCH METHODOLOGY Methodology for a study like this is the most important part . so research design is also descriptive. Since our research is descriptive type. II. The major emphasis in such studies is on the discovery of the ideas fruitful relevant information. Secondary data is collected by retailer & personal interview. 97 .The method of study operate by me is totally is to increase $ to gather the more information regarding this project. As such the research design appropriate for such studies must be flexible enough to provide opportunity for considering different aspect of a problem under study. I collected the information regarding this project through – I. PRIMARY DATA SECONDARY DATA Primary data is collected by the customers and Parag retailers.

I have taken 14 retailers and 30 customers as my sample size Sample size: RETAILER : CUSTOMER: 35 110 Analytical tools: This study is based on collecting data by using well-connected questionnaire for consumer from various demographic segments and also data is collected using secondary sources.Sample design: Sampling is a process of obtaining information about an entire population by examining only a part of it. Graphs and percentage analysis are the main tools used for the purpose of interpretation. 98 . After collecting data it is arranged in the form of tables from analysis and interpretation. As depicted below.

Areas where I made survey • • • • • • • • • • • • • Vijay Nagar Sanjay Place Khandari Sikandra Rajpur Chungi Sadar Bazar Shastripuram Bodla Jeevni Mandi Rawat Para Belan Ganj Taj Ganj Loha Mandi 99 .

cost of administrating questionnaire and collection of data through other resources was also costly. resources available and limited area chose may lead to limited representation of the universe. Time Constraint:Time factor has been a very big limitation in the research/survey like this. the limitation of the time. So the size of the sample was restricted to Agra. Biasness in Information:It was felt that retailers did not come up with true responses. in several cases the retailers answered the questions with the help of other members and it was mostly in case of less educated persons. The retailers have limited time so they sometimes refuse to answer the questionnaire. Constraint regarding the use of technique:- 100 .LIMITATIONS OF THE STUDY This survey although carried out with fullest possible efforts and devotion. also me as a surveyor has less time to conduct the survey. The major limitations from which the study suffers are as follows. which includes the traveling cost. Financial Constraint:The financial aspect.

multiple regressions etc. So.The deeper statistical techniques such as analysis using variance. simple statistical techniques were used to analyze the data. could not be adopted due to the constraint of time and efforts.. Chapter 4 Data Interpretation & Graphical analysis 101 .

102 . Which company's dairy product you use? Parag.ANALYSIS AND INTERPRETATION OF DATA I. 15% Other. 30% Amul. 55% Interpretation: 55 percent consumers use Amul & 30 per cent used others and last 15 percent consumer used Parag dairy products.

Milk used by consumer 28% Amul. Which of the product mostly you go for? 50% 47% 40% 36% 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Ghee 32% 48% 38% 28% 25% 20% 12% 22% Amul Parag Others Milk Butter Cheese Interpretation: Amul Ghee used consumer 32%. 25% Parag and others 47%. Butter used by consumer 38% Amul. 12% Parag and 40% others. 103 .II. Parag Ghee used 20% and others 48%.

III. 104 . Are you satisfied with your product? No. 20% Yes. 80% Interpretation: 80% Consumer satisfied with their products and 20 % consumer not satisfied their products.

Parag satisfied 40%. 68% Amul and 32% Parag. Brand preferred by consumer e.IV. Price satisfaction with consumer 70% Amul and 30% Parag. 105 .g. Why are you inclined to your product? 80% 68% 60% 70% 80% 70% 60% 50% 40% 30% 20% 10% 0% Quality Brand Price 40% 32% 30% Amul Parag 20% Taste Interpretation: Amul Quality inclined to products by consumer 60%.

Packing by consumer Amul 25% and no75% and Parag with satisfied 75% and not satisfied 25%. Quality wise Amul 15% and no 85% and Parag with satisfied 60% and not satisfied 40%. Price by consumer Amul 30% and no70% and Parag with satisfied 40% and not satisfied 60%.V. 106 . Do you like any change in product? 90% 80% 70% 60% 50% 40% 30% 20% 10% 20% 30% 25% 25% 55% 80% 75% 75% 70% 60% 85% 60% Amul Yes 45% 40% 40% Amul No Parag Yes Parag No 15% Interpretation: 0% Taste Price Packing Style Quality All consumers satisfied with their product and some consumer change product Taste by consumer Amul 80% and no20% and Parag with satisfied 45% and not satisfied 45%.

50% Interpretation: 50per cent consumers demand for Amul dairy products & 30 per cent consumer preferred others branded products and last 20 percent consumer preferred Parag dairy products. In dairy products. 20% Amul.RETAILER ANALYSIS I. 30% Parag. which company product demand is higher? Other. 107 .

Price wise by consumer 60% Amul and 40% Parag.II. Reason…………………………………………… 20% Packing style 80% 30% Brand 70% Parag 32% Taste 68% 40% Price 60% 10% 20% 30% 40% 50% 60% 70% 80% Amul 0% Interpretation: Amul dairy products Packing Style wise by consumer 80%. 70% Amul and 30% Parag.g. Brand preferred by consumer e. Taste preferred by consumer 68% Amul and 32% Parag. 108 . Parag preferred 20%.

109 . Packing by consumer Amul 25% and no75% and Parag with Preferred 75% and not Preferred 25%. Which product of Amul is preferred by customers? 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Ghee Milk Butter Cheese 32% 28% 38% 36% 20% 25% 12% 22% Others Parag Amul 48% 47% 50% 40% Interpretation: All consumers Preferred with their product and some consumer change product Taste by consumer Amul 80% and no20% and Parag with Preferred 45% and not Preferred 45%.III. Quality wise Amul 15% and no 85% and Parag with Preferred 60% and not Preferred 40%. Price by consumer Amul 30% and no70% and Parag with Preferred 40% and not Preferred 60%.

Chapter 5 Findings. suggestions & conclusion 110 .

where competitors such as Parag Dairy are introducing several innovative products. Given the competitive scenario in the Dairy Products in India. critically examine the marketing strategies adopted by Amul & Parag Dairy to capture a sizeable market share of the organized Dairy based food Product in India. 111 . promotion is a key element in the marketing mix of a company. In light of this statement. what measures must Amul take to remain competitive? Explain in detail.FINDINGS 1. 2. In the modern competitive scenario. What other efforts must the company take to effectively promote its products? 3. which is its primary driver of success". Dairy based Products contribute a major share of the revenues of Amul. Ltd. "The company caters to the Indian palate. Critically analyze the promotion strategies adopted by Amul India Pvt.

cricket and so on. The company should associate itself with some games or tournaments like football. The company provided some small schemes for retailer also. i. retailers which will boost the brand image. 8. 5. whole seller.RECOMMENDATIONS 1. in the Market. 3. 7. Company should have feed back from market and consumer about the Dairy based Products. Company should check the market real position help the trainees and other survey organizations. ♦ Trailer in cinema halls ♦ Hoardings Company should launch its website and use new advertising The more Flavors of Amul & Parag Dairy Products should become 112 . 4. 6. 2.e. The company gives some gifts for customer also. distributor. channels.e. Company should provide sponsored seminar market intelligenceCompany should maintain the healthy relationship with market distribution channel i.

incentives. proper supply should be improved. The retailers & consumers both promotes either Amul or Parag Dairy of it’s brands for could be with regard to order processing. which I feel to improve is “the availability to retailers & consumers”. CONCLUSION I have studied and analyzed the Dairy based food Product Market of Amul & Parag Dairy Products at Agra on different aspects of the markets. 113 . besides that shop covering. prizes. exit from the market by the salesmen glow shine board. returning of defective goods. outlets. distribution & consumers. My job was to make marketing managers aware of all the problems so that a proper course of action is required to be undertaken. schemes. inventory management & transportation.♦ Spencer any education scholarship or games. The survey was conducted in various areas of Agra city with great enthusiasm. This project report Concludes that Amul & Parag Dairy are easily available in various parts of Agra. warehousing. gifts. discount. The Parag distribution channel of the Amul is much strong the most important thing.

ANNEXURE 114 .

Which company's dairy product you use b) Amul a) Parag c) Others II. Which of the product mostly you go for? b) milk d) cheese a) Ghee c) Butter 115 .QUESTIONNAIRE CUSTOMER: NAME: ADDRESS: INCOME: I.

Why are you inclined to your product? b) d) taste brand a) Quality c) Price V. In dairy products. Reason…………………………………………… 116 . IN WHICH PARAMETER: …………………………… b) price d) quality a) Taste c) Packing style RETAILER: NAME: ADDRESS: INCOME: VII. a) Yes Do you like any change in product b) no VI. a) Yes Are you satisfied with your product? b) No REASON… IV. which company product demand is higher? b) Parag dairy c) others a) Amul VIII.III.

Which product of amul is preferred least by customers? a) Ghee c) Cheese e) Any other b) milk d) butter XII.a) Price c) Brand b) taste d) packing style IX. Which of Parag dairy is preferred least by customer? 117 . Which product of Parag dairy is preferred least by customers? a) Ghee c) Cheese e) Any other b) milk d) butter XI. Which product of Amul is preferred by customers? a) Ghee c) Cheese e) Any other b) milk d) butter REASON… a) Price c) Quality b) taste d) packing style X.

Amul Ghee Cheese Dahi Butter Milk Others Parag dairy Others 118 . Rank the preferences of consumers for Amul $ Parag dairy.a) Ghee c) Cheese e) Any other b) milk d) butter XIII.

Quality 3. Kothari 119 .Luck and Rubin .C.COMPARATIVE STUDY OF AMUL AND PARAG DAIRY PRODUCTS Consumer Preferences 1.R. Price 2. Packing Style Ghee Parag Dairy Milk Butter Cheese Ghee Amul Milk Butter Che ese High High High High High High High High Better Better Low Good Good Best Low Low Low Good Good Best Good Good Good Good Best Best Better Better Better Better Better Better BIBLIOGRAPHY Market Research Research Methodology . Taste 4.

R.L. Vashney & S.amul.com .Product Management Marketing Management    www.Ramanuj Majumdar .Paragdairy.com www.L.google.com www. Gupta 120 .