A REPORT

ON

PRE LAUNCH SURVEY OF CURD IN JAIPUR

BY ROHIT RANJAN THAKUR

GUJARAT COOPERATIVE MILK MARKETTING FEDERATION

A REPORT ON
PRE LAUNCH SURVEY OF CURD IN JAIPUR

BY
ROHIT RANJAN THAKUR

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

AUTHORIZATION
This report is in the partial fulfillment of the requirement of MBA program of ICFAI BUSINESS

SCHOOL , JAIPUR . This is to be submitted to two places :

1] TO FACULTY GUIDE Dr SUDHIR RAJGURU FACULTY [ IBS , JAIPUR]

2] TO COMPANY GUIDE Mr NARENDRA SINGH ASST. MANAGER AMUL , JAIPUR

ACKNOWLEDGEMENT
With immense pleasure, I would like to present this project report for Gujarat Cooperative Milk Marketing Federation Ltd., Anand (AMUL). It has been an enriching experience for me to undergo my summer training at AMUL, which would not have possible without the goodwill and support of the people around. As a student of ICFAI BUSINESS SCHOOL ,JAIPUR I would like to express my sincere thanks too all those who helped me during my practical training program.

Words are insufficient to express my gratitude toward Mr. ASHOK MATHUR , the branch manager AMUL, JAIPUR. I would like to give my heartily gratitude to the organization guide, Mr. NARENDRA SINGH , Assistance Manager (Sales), Amul India Ltd., JAIPUR for having given me the opportunity to do my project work in the organization. and lighted my way of progress with his guidance .

My sincere and deepest thanks to Dr SUDHIR RAJ GURU Faculty Member, ICFAI BUSINESS SCHOOL, JAIPUR for having spared his valuable time with me and for all the guidance given in executing the project as per requirements . Last but not least, I would like to record my deepest sense of gratitude to RATAN ,BHAWAR and PRAVEEN SIR [sales person] and my friends for their support and constant encouragement

However, I accept the sole responsibility for any possible error of omission and would be extremely grateful to the readers of this project report if they bring such mistakes to my notice.

ii

EXECUTIVE SUMMARY
I Rohit Ranjan Thakur felt privileged to be a part of ICFAI business school , JAIPUR. I did my
summer internship training in Gujarat cooperative milk marketing federation a FMCG sector company under the brand name AMUL MILK. My project title is the PRE LAUNCH SURVEY OF CURD IN JAIPUR. The project basic objectives is to estimate demand of Amul curd before its launch in Jaipur and promoting Amul milk in Jaipur at the same time. In first part of the project I was propounded with the work of promoting Amul milk in three areas of Jaipur namely Mahesh Nagar , Raja Park , Walled City . This promotion strategy was further divided into four parts: A) To change the existing Amul shops to Amul shopee under scheme B) To form new retailers accompanied with Amul shopee conversion work. C) To find dealer for Amul milk in the walled city area and D) To find out demand of Amul milk for the dealer in walled city . It made me capable of communicating right words at the right time to the right person , which is very important in marketing .

In the second part, I worked on my project ie; Pre launch Survey of Curd in Jaipur . Through this project I estimated demand of Amul curd. As a methodology, I chose direct interview in the form of questionnaires to know about consumers preferences. On the basis of these preferences I drew out the factors effecting demand of curd, consumers nature of purchase and how is it affected by their occupation or income .More over I estimated the demand on the basis of competitors present demand ,which gave a fair idea of curd demand to Amul.. There were certain limitations of the project which are as follows: The field of study was very vast , Consumers socially desirable answers make a clear difference in what they say and what actually they do.

Out of these two parts of my project I learnt two things: visibility is one of the area required for Amul milk to position into the peoples mind Secondly, Amul should understand the expectations of people

If one wants to grow in FMCG sector one should keep the following factors in mind that the products are easily available to the consumers, to improve the quality of products from time to time, thirdly, the price of the product should be low and last but not the least the visibility and the promotional strategy should be such that it hits peoples mind.

TABLE OF CONTENTS Authorization Acknowledgement Executive Summary Industry profile Introduction of organization History Company profile Company in Jaipur Amul today Introduction of project Proposed methodology Survey report Data collection Limitations Analysis Demand estimation i ii iii 1 7 9 13 38 40 42 43 43 43 46 47 68

Concepts Activity done Finding and suggestions Conclusion

70 74 76 77

INDUSTRY PROFILE

FOOD INDUSTRY The food industry is the complex, global collective of diverse businesses that together supply much of the food energy consumed by the world population. Only subsistence farmers, those who survive on what they grow, can be considered outside of the scope of the modern food industry. The food industry includes: Regulation: local, regional, national and international rules and regulations for food production and sale, including food quality and food safety, and industry lobbying activities Education: academic, vocational, consultancy Research and development: food technology Financial services: insurance, credit Manufacturing: agrichemicals, seed, farm machinery and supplies, agricultural construction, etc. Agriculture: raising of crops and livestock, seafood Food processing: preparation of fresh products for market, manufacture of prepared food products Marketing: promotion of generic products (e.g. milk board), new products, public opinion, through advertising, packaging, public relations, etc Wholesale and distribution: warehousing, transportation, logistics Retail: supermarket chains and independent food stores, direct-to-consumer, restaurant, food services ADVANTAGE OF INDIA UNDER FOOD INDUSTRY: India is one of the largest food producers in the world

India has diverse agro-climatic conditions and has a large and diverse raw material base suitable for food processing companies Investment requirement of around US$ 15 billion exists in the food processing sector India is looking for investment in infrastructure, packaging and marketing India has huge scientific and research talent pool A largely untapped domestic market of 1000 million consumers 300 million upper and middle class consume processed food 200 million more consumers expected to shift to processed food by 2010 Well developed infrastructure and distribution network Rapid urbanization, increased literacy, changing life style, increased number of women in workforce, rising per capita income- leading to rapid growth and new opportunities in food and beverages sector 50 per cent of household expenditure by Indians is on food items Strategic geographic location (proximity of India to markets in Europe and Far East, South East and West Asia)

Under the food industry, Dairy product is very important part of food processing. Dairy processing is acting good role in India.

Dairy Processing India ranks first in the world in terms of milk production. Indian production stands at 91 million tones growing at a CAGR of 4 per cent. This is primarily due to the initiatives taken by the Operation flood programmes in organizing milk producers into cooperatives; building infrastructure for milk procurement, processing and marketing and providing financial, technical and management inputs by the Ministry of Agriculture and Ministry of Food Processing Industries to turn the dairy sector into viable self-sustaining organized sector. About 35% of milk produced in India is processed. The organized sector (large scale dairy plants) processes about 13 million tones annually, while the unorganized sector processes about 22 million tones per annum. In the organized sector, there are 676 dairy plants in the Cooperative,

Private and Government sectors registered with the Government of India and the state Government FMCG Products which have a quick turnover, and relatively low cost are known as Fast Moving Consumer Goods (FMCG). FMCG products are those that get replaced within a year. Examples of FMCG generally include a wide range of frequently purchased consumer products such as toiletries, soap, cosmetics, tooth cleaning products, shaving products and detergents, as well as other non-durables such as glassware, bulbs, batteries, paper products, and plastic goods. FMCG may also include pharmaceuticals, consumer electronics, packaged food products, soft drinks, tissue paper, and chocolate bars. A subset of FMCGs are Fast Moving Consumer Electronics which include innovative electronic products such as mobile phones, MP3 players, digital cameras, GPS Systems and Laptops. These are replaced more frequently than other electronic products. White goods in FMCG refer to household electronic items such as Refrigerators, T.Vs, Music Systems, etc. Indian FMCG Sector The Indian FMCG sector is the fourth largest in the economy and has a market size of US$13.1 billion. Well-established distribution networks, as well as intense competition between the organized and unorganized segments are the characteristics of this sector. FMCG in India has a strong and competitive MNC presence across the entire value chain. It has been predicted that the FMCG market will reach to US$ 33.4 billion in 2015 from US $ billion 11.6 in 2003. The middle class and the rural segments of the Indian population are the most promising market for FMCG, and give brand makers the opportunity to convert them to branded products. Most of the product categories like jams, toothpaste, skin care, shampoos, etc, in India, have low per capita consumption as well as low penetration level, but the potential for growth is huge. The Indian Economy is surging ahead by leaps and bounds, keeping pace with rapid urbanization, increased literacy levels, and rising per capita income. The big firms are growing bigger and small-time companies are catching up as well. According to the study conducted by AC Nielsen, 62 of the top 100 brands are owned by MNCs, and the

balance by Indian companies. Fifteen companies own these 62 brands, and 27 of these are owned by Hindustan Lever. Pepsi is at number three followed by Thums Up. Britannia takes the fifth place, followed by Colgate (6), Nirma (7), Coca-Cola (8) and Parle (9). These are figures the soft drink and cigarette companies have always shied away from revealing. Personal care, cigarettes, and soft drinks are the three biggest categories in FMCG. Between them, they account for 35 of the top 100 brands THE TOP 10 COMPANIES IN FMCG SECTOR
S. NO. Companies 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. Hindustan Unilever Ltd. ITC (Indian Tobacco Company) Nestl India GCMMF (AMUL) Dabur India Asian Paints (India) Cadbury India Britannia Industries Procter & Gamble Hygiene and Health Care Marico Industries

The growth in rural income has been better than urban income since the minimum support price for crops like wheat and paddy has been substantially hiked. Even prices of pulses, rice,

oilseeds and milk have increased dramatically over the last one year. The disposable income with the farmer is higher now, said Rajesh Gupta, the president of DCM Shriram Consolidated promoted Hariyali Kisaan Bazaar.The firm runs 180 stores and is present in Uttar Pradesh, Punjab, Haryana, Rajasthan and Maharashtra. These stores saw a 30 to 40 per cent growth in FMCG sales and a three-figure growth in grocery sales during the April-June quarter. The FMCG growth at 25 per cent in the April-June quarter (over the corresponding period last year) is higher than earlier years. Better prices for farm produce, the increased government spending and remittances from workers in urban areas have contributed to higher income, said S Sivakumar, chief executive (agri-business), ITC. It has 23 stores in Uttar Pradesh, Madhya Pradesh and Maharashtra. Sivakumar added that sales of agricultural inputs have done even better. With higher prices for the produce providing the incentive, on the one hand, and shortage of labour spurring the use of inputs, on the other hand, there is an increase in sales of the farm input. Rise in food prices is not the only reason. Large retail players like Reliance, Spencers and Subhiksha procure farm commodities in bulk directly from the fields and this has cut out the middle mans commission, which farmers used to pay. Moreover, farm earnings do not attract income tax. The future is set to see a further improvement in the disposable income from agriculture due to the Rs 71,000-crore farm-loan waiver and increased government spending on raising the farm output through schemes. When disposable income goes up, a part of it is spent on apparel, FMCG and education. I feel we are going through this phase. At the same time, the farm-loan waiver and debt-relief scheme, which became public about four months ago, has also been factored into by farmers,

INTRODUCTION OF ORGANIZATION
GCMMF: An Overview

Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products marketing organisation. 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. AMUL is the brand under this organization. Amul's product range includes milk powders, milk, butter, ghee, cheese, curd, chocolate, ice cream, cream, shrikhand, paneer, gulab jamuns, basundi, Nutramul brand and others. In January 2006, Amul plans to launch India's first sports drink Stamina, which will be competing with Coca Cola's Powerade and PepsiCo's Gatorade . Amul is the largest food brand in India and world's Largest Pouched Milk Brand with an annual turnover of US $1050 million (2006-07). Currently Amul has 2.6 million producer members with milk collection average of 10.16 million litres per day. Besides India, Amul has entered overseas markets such as Mauritius, UAE, USA, Bangladesh, Australia, China, Singapore, Hong Kong and a few South African countries. Its bid to enter Japanese market in 1994 had not succeeded, but now it has fresh plans of flooding the Japanese markets .Other potential markets being considered include Sri Lanka. Dr Verghese Kurien, former chairman of the GCMMF, is recognised as the man behind the success of Amul. On 10 Aug 2006 Parthi G Bhatol, chairman of the Banaskantha Union, was elected chairman of GCMMF.

CRISIL, India's leading Ratings, Research, Risk and Policy Advisory company, has assigned its highest ratings of "AAA/Stable/P1+" to the various bank facilities of GCMMF.

Members: No. of Producer Members: No. of Village Societies: Total Milk handling capacity: Milk collection (Total - 2007-08):

13 district cooperative milk producers' Union 2.7 million 13,141 10.21 million litres per day 2.69 billion litres

Milk collection (Daily Average 2007- 7.4 million litres 08): Milk Drying Capacity: Cattlefeed manufacturing Capacity: 626 Mts. per day 3090 Mts per day

Sales Turnover 1994-95 1995-96 1996-97 1997-98 1998-99 1999-00 2000-01 2001-02 2002-03 2003-04 2004-05 2005-06 2006-07 2007-08

Rs (million) 11140 13790 15540 18840 22192 22185 22588 23365 27457 28941 29225 37736 42778 52554

US $ (in million) 355 400 450 455 493 493 500 500 575 616 672 850 1050 1325

HISTORY
Amul was formally registered on December 14, 1946. The brand name Amul, sourced from the Sanskrit word Amoolya, means priceless. It was suggested by a quality control expert in Anand and it was chosen because it was a perfect acronym for Anand Milk Union Limited. The Amul revolution was started as awareness among the farmers. It grew and matured into a protest movement that was channeled towards economic prosperity Over five decades ago, the life of an average farmer in Kheda District was very much like that of his/her counterpart anywhere else in India. His/her income was derived almost entirely

from seasonal crops. The income from milk buffaloes was undependable. Milk producers had to travel long distances to deliver milk to the only dairy, the Polson Dairy in Anand often milk went sour, especially in the summer season, as producers had to physically carry milk in individual containers. Private traders and middlemen controlled the marketing and distribution system for the milk. These middlemen decided the prices and the off-take from the farmers by the season. As milk is perishable, farmers were compelled to sell it for whatever they were offered. Often, they had to sell cream and ghee at throw-away prices. In this situation, the private trader made a killing. Moreover, the government at that time had given monopoly rights to Polson Dairy, which was run by a person of Parsi descent, (around that time Polson was the most well known butter brand in the country) to collect milk from Anand and supply to Mumbai city in turn (about 400 kilometers away). Another problem farmers faced was that in winter the milk output of buffaloes doubled which caused prices to fall down even further. India ranked nowhere amongst milk producing countries in the world in 1946. Gradually, the realization dawned on the farmers with inspiration from then nationalist leaders Sardar Vallabhbhai Patel (who later became the first Home Minister of free India) and Morarji Desai (who later become the Prime Minister of India) and local farmer, freedom fighter and social worker Tribhovandas Patel, that the exploitation by the trader could be checked only if they marketed their milk themselves. Amul was the result of the realization that they could pool up their milk and work as a cooperative Setting up of Kaira District Co-operative Milk Producers' Union In the early 40s, the main sources of earning for the farmers of Kaira district were farming and selling of milk. That time there was high demand for milk in Bombay. The main supplier of the milk was Polson dairy limited, which was a privately owned company and held monopoly over the supply of milk at Bombay from the Kaira district. This system leads to exploitation of poor and illiterates farmers by the private traders. The traders used to beside the prices of milk and the farmers were forced to accept it without uttering a single word. However, when the exploitation became intolerable, the farmers were frustrated. They collectively appealed to Sardar Vallabhbhai Patel, who was a leading activist in the freedom movement. Sardar Patel advised the farmers to sell the milk on their own by establishing a cooperative union, Instead of supplying milk to private traders. Sardar Patel sent the farmers to Shri Morarji Desai in order to gain his co-operation and help. Shri Desai held a meeting at Samarkha village near Anand, on 4th January 1946. He advised the farmers to form a society for collection of the milk.

These village societies would collect the milk themselves and would decide the prices at which they can sell the milk. The district union was also form to collect the milk from such village co-operative societies and to sell them. It was also resolved that the Government should be asked to buy milk from the union. However, the govt. did not seem to help farmers by any means. It gave the negative response by turning down the demand for the milk. To respond to this action of govt., the farmers of Kaira district went on a milk strike. For 15 whole days not a single drop of milk was sold to the traders. As a result the Bombay milk scheme was severely affected. The milk commissioner of Bombay then visited Anand to assess the situation. Having seemed the condition, he decided to fulfill the farmers demand.Thus their cooperative unions were forced at the village and district level to collect and sell milk on a cooperative basis, without the intervention of Government. Mr. Verghese Kurien showed main interest in establishing union who was supported by Shri Tribhuvandas Patel who lead the farmers in forming the Cooperative unions at the village level. The Kaira district milk producers union was thus established in ANAND and was registered formally on 14th December 1946. Since farmers sold all the milk in Anand through a co-operative union, it was commonly resolved to sell the milk under the brand name AMUL.

At the initial stage only 250 liters of milk was collected everyday. But with the growing awareness of the benefits of the cooperativeness, the collection of milk increased. Today Amul collect 11 lakhs liters of milk everyday. Since milk was a perishable commodity it becomes difficult to preserve milk flora longer period. Besides when the milk was to be collected from the far places, there was a fear of spoiling of milk. To overcome this problem the union thought out to develop the chilling unit at various junctions, which would collect the milk and could chill it, so as to preserve it for a longer period. Thus, today Amul has more than 150 chilling centers in various villages. Milk is collected from almost 1073 societies. With the financial help from UNICEF, assistance from the govt. of New Zealand under the Colombo plan, of Rs. 50 millions for factory to manufacture milk powder and butter was planned. Setting Up of Gujarat Cooperative Milk Marketing Federation In 1954, Kaira District Co-operative Milk Producers Union built a plant to convert surplus milk produced in the cold seasons into milk powder and butter. In 1958, a plant to manufacture cheese and one to produce baby food were added. Subsequent years saw the addition of more plants to produce different products. In 1973, the milk societies/district level unions decided to set up a marketing agency to market their products. This agency was the Gujarat Cooperative Milk Marketing Federation (GCMMF). It was registered as a co-operative society on 9 July 1973

. Dr.Rajendra Prasad, the president of India laid the foundation on November 15, 1954. Shri Pandit Jawaharlal Nehru, the prime minister of India declared it open at Amul dairy on November 20, 1955.

COMPANY PROFILE
THE TASTE OF INDIA, AMUL comes from the Sanskrit word Amoolya, means priceless. It was suggested by a quality control expert in Anand and it was chosen because it was a perfect acronym for Anand Milk Union Limited . AMUL was formed under the dairy cooperative movement in India in 1946 The Amul Pattern has established itself as a uniquely appropriate model for rural development. Amul has spurred the White Revolution of India, which has made India the largest producer of milk and milk products in the world. It is also the world's biggest vegetarian cheese brand . The system succeeded mainly because it provides an assured market at remunerative prices for producers' milk besides acting as a channel to market the production enhancement package. What's more, it does not disturb the agro-system of the farmers. It also enables the consumer an access to high quality milk and milk products. Contrary to the traditional system, when the profit of the business was cornered by the middlemen, the system ensured that the profit goes to the participants for their socio-economic upliftment and common good.

Looking back on the path traversed by Amul, the following features make it a pattern and model for emulation elsewhere. Amul has been able to: Produce an appropriate blend of the policy makers farmers board of management and the professionals: each group appreciating its rotes and limitations, Bring at the command of the rural milk producers the best of the technology and harness its fruit for betterment. Provide a support system to the milk producers without disturbing their agro-economic systems, Plough back the profits, by prudent use of men, material and machines, in the rural sector for the common good and betterment of the member producers and Even though, growing with time and on scale, it has remained with the smallest producer members. In that sense. Amul is an example par excellence, of an intervention for rural change. Organisation structure It all started in December 1946 with a group of farmers keen to free themselves from intermediaries, gain access to markets and thereby ensure maximum returns for their efforts. Based in the village of Anand, the Kaira District Milk Cooperative Union (better known as Amul) expanded exponentially. It joined hands with other milk cooperatives, and the Gujarat network now covers 2.12 million farmers, 10,411 village level milk collection centers and fourteen district level plants (unions) under the overall supervision of GCMMF. There are similar federations in other states. Right from the beginning, there was recognition that this initiative would directly benefit and transform small farmers and contribute to the development of society. Markets, then and even today, are primitive and poor in infrastructure. Amul and GCMMF acknowledged that development and growth could not be left to market forces and that proactive intervention was required. Two key requirements were identified.

The first, that sustained growth for the long term would depend on matching supply and demand. It would need heavy investment in the simultaneous development of suppliers and consumers. Second, that effective management of the network and commercial viability would require professional managers and technocrats. To implement their vision while retaining their focus on farmers, a hierarchical network of cooperatives was developed, which today forms the robust supply chain behind GCMMF's endeavors. The vast and complex supply chain stretches from small suppliers to large fragmented markets. Management of this network is made more complex by the fact that GCMMF is directly responsible only for a small part of the chain, with a number of third party players (distributors, retailers and logistics support providers) playing large roles. Managing this supply chain efficiently is critical as GCMMF's competitive position is driven by low consumer prices supported by a low cost system.The Union looks after policy formulation, processing and marketing of milk, provision of technical inputs to enhance milk yield of animals, the artificial insemination service, veterinary care, better feeds and the like - all through the village societies.

Type Founded

Cooperative 1946

Headquarters Anand, India Chairman, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF) B.M. VYAS Dairy See complete listing. products

Key people

Industry

Products

Revenue

$1.33 billion USD (in 2007-08)

Employees 2.41 million milk producers Website www.amul.com

List of Products Marketed: Breadspreads:

Amul Butter Amul Lite Low Fat Breadspread Amul Cooking Butter

Cheese Range:

Amul Pasteurized Processed Cheddar Cheese Amul Processed Cheese Spread Amul Pizza (Mozarella) Cheese

Amul Shredded Pizza Cheese Amul Emmental Cheese Amul Gouda Cheese Amul Malai Paneer (cottage cheese) Utterly Delicious Pizza

Mithaee Range (Ethnic sweets):

Amul Shrikhand (Mango, Saffron, Almond Pistachio, Cardamom) Amul Amrakhand Amul Mithaee Gulabjamuns Amul Mithaee Gulabjamun Mix 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 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 Sagar Tea and Coffee Whitener

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 Standardised Milk 4.5% fat 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

Amul Icecreams:

Royal Treat Range (Butterscotch, Rajbhog, Malai Kulfi) Nut-o-Mania Range (Kaju Draksh, Kesar Pista Royale, Fruit Bonanza, Roasted Almond) Nature's Treat (Alphanso Mango, Fresh Litchi, Shahi Anjir, Fresh Strawberry, Black Currant, Santra Mantra, Fresh Pineapple) Sundae Range (Mango, Black Currant, Sundae Magic, Double Sundae) Assorted Treat (Chocobar, Dollies, Frostik, Ice Candies, Tricone, Chococrunch, Megabite, Cassatta) Utterly Delicious (Vanila, Strawberry, Chocolate, Chocochips, Cake Magic)

Chocolate & Confectionery:

Amul Milk Chocolate Amul Fruit & Nut Chocolate

Brown Beverage:

Nutramul Malted Milk Food

Milk Drink:

Amul Kool Flavoured Milk (Mango, Strawberry, Saffron, Cardamom, Rose, Chocolate) Amul Kool Cafe

Health Beverage:

Amul Shakti White Milk Food

please look at Annexure 5 for product details and view .

Amul Commitment to Quality Value for money The generation of awareness The fostering of loyalty Development of strong brand identity
Amul 1956

Ice cream 1996

Chocolates 1973

Shrikhand 1980

Fresh Milk 1956

Milk Power 1958

Cheese 1962

Breadspread

Ghee 1956

Fat Free Dessert 2002

Nutrauamul 1973

Gulabjamun 1997

UHT Range 1980/99

Amulspray 1968

Cheese Spread 1986

Cow Amul Butter Ghee 1956 2002

Softy Mix 2001

Eclairs 2001

Gulabjamun mix 1999

Condensed Milk 1996

Amul WMP 1960

Paneer 1997

Amul Lite 1994

Amul Shakti 2003

Kulfi Mix 2001

Buttermilk 1998

Amulya 1987

pizza Cheese 1998

Margarine 2004

Chocozoo 2005

Laddoo 2004

fresh Curd 1999

Amul IMF 1&2 2001 Instant FCMP 2002

Emmental Cheese 1999

Basundi 2005

Flavoured Milk 2001

Frozen Pizza 2002

Khoa 2006

Fresh Cream 2002

Gouda Cheese 2002

Kool Cafe 2005

AMUL PARLOUR

Amul has recently entered into direct retailing through "Amul Utterly Delicious" parlours created in major cities Ahmedabad, Bangalore, Baroda, Delhi, Mumbai, Hyderabad and Surat. Amul has plans to create a large chain of such outlets to be managed by franchisees throughout the country. We have created Amul Parlours at some prominent locations in the country, which are run by the company or its wholesale dealers: 1. Delhi Metro Rail Corporation 2. The Somnath Temple 3. National Institute of Design 4. Infosys Technologies in Bangalore, Mysore & Pune 5. Wipro campus in Bangalore 6. L.J. College, Ahmedabad 7. Ahmedabad Airport 8. Surat Municipal Corporation 9. Delhi Police 10. Gujarat State Raod Transport Corporation 11. Jubilee Mission Medical College, Trichur, Kerala 12. Sanjay Gandhi Hospital Parlour, Amethi 13. Indian Institute of Management, Kolkata 14. Cafe Amul, MDG, Gandhinagar "Amul Utterly Delicious" parlours are an excellent business opportunity for investors, shopkeepers and organizations. In order to come closer to the customer, we have decided to create a model for retail outlets, which would be known as "Amul Preferred Outlets"(APO). You can create your own Amul Parlour within your premises/ shop. All you have to do is e-mail us at parlour@amul.coop or write to us at :

Retail Gujarat Co-operative Amul Dairy Ph: (02692) 258506,7,8&9

Milk Road,

Marketing

Federation Anand-

Cell Ltd. 388001

To have a better idea please go through the following: 1. The criteria for selection of APOs would be a. Visibility - How prominent is the location of your shop? b. Shop area: 100 - 300 sq. ft. c. Good Business potential d. Exclusive Amul outlet - no other products e. Willingness to sell the entire range of Amul Products f. Creditworthiness and past business experience

2. On your inquiry - our Field force would visit your site. He/She would fill the APO proposal form with your passport size photograph. You would require: i. Shops and Establishment license ii. Layout of the shop and frontage - The layout of the shop designed by a local architect/local contractor. iii. 2 Passport size photographs

Renovation Work of the Shop to give it a standard look - would be done to meet the design and specifications at your cost. The cost of renovation of a typical shop would normally be between Rs. 60,000 to Rs. 1 lac. Branding- The APOs would be branded as "Amul Utterly Delicious". The cost of the signage fabrication and installation would be borne by GCMMF office operating in your region. Equipment- You would require the following equipment: . 1or 2 deep freezers can be purchased through Hamara Apna Deep Freezer Scheme a. 1 Refrigerator through Hamara Apna Refrigerator Scheme b. 1 pizza oven c. 1 Chest Milk Cooler for Pouch Milk

Security Deposit- You would be required to furnish an interest free refundable security deposit of Rs. 25,000 to us. An amount of Rs. 5000/- would be deducted towards refurbishing the signage, in the event of closure of APO before 3-year of operation. Supplies- The delivery of products would be done through our wholesale dealers We feel that the shop has good potential, and needs support in the initial days, we can offer additional margins upto maximum of 1% on dairy products and 2% on Ice cream. The additional margin shall be target based and shall be given in kind. The support at best would be given only for he first year of business. Agreement- An agreement bringing us together would be signed.

CUSTOMER RELATIONSHIP MANAGEMENT Under this head AMUL used to do lot of sponsorship shows they use lot of medium like Advertisements Hoardings News papers T v shows And many more to create awareness in the public and to make proper relation with customer After product sell by taking feedbacks.

AMUL VIDYA SHREE AWARD This is the award for topper in tenth class through this they use to make customer relation and brand recognition .

Amul takes immense pleasure in presenting The Amul Vidya Shree Award, Indias first of its kind award that recognises and rewards Standard X toppers across India. The awards are:

Trophy Citation A Cash Award of Rs.1,000/The winner will be featured in one of Indias leading newspaper and will get national recognition.

AMUL MASCOT Since 1967 [8] Amul products' mascot has been the very recognisable "Amul baby" (a chubby butter girl usually dressed in polka dotted dress) showing up on hoardings and product wrappers with the equally recognisable tagline Utterly Butterly Delicious Amul.The mascot was first used for Amul butter. But in recent years in a second wave of ad campaign for Amul products, she has also been used for other product like ghee and milk. Amul Butter Girl Edited from an article by Mini Varma published in The Asian Age on March 3, 1996 The moppet who put Amul on India's breakfast table 50 years after it was first launched, Amul's sale figures have jumped from 1000 tonnes a year in 1966 to over 25,000 tonnes a year in 1997. No other brand comes even close to it. All because a thumb-sized girl climbed on to the hoardings and put a spell on the masses. Bombay: Summer of 1967. A Charni Road flat. Mrs. Sheela Mane, a 28-year-old housewife is out in the balcony drying clothes. From her second floor flat she can see her neighbours on the road. There are other people too. The crowd seems to be growing larger by the minute. Unable to curb her curiosity Sheela Mane hurries down to see what all the commotion is about. She

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

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

There were other instances too. Heroine Addiction, Amul's little joke on Hussain had the artist ringing the daCunhas up to request them for a blow up of the ad. "He said that he had seen the hoarding while passing through a small district in UP. He said he had asked his assistant to take a photograph of himself with the ad because he had found it so funny," says Rahul daCunha in amused tones. Indians do have a sense of humour, afterall. From the Sixties to the Nineties, the Amul ads have come a long way. While most people agree that the Amul ads were at their peak in the Eighties they still maintain that the Amul ads continue to tease a laughter out of them. Where does Amul's magic actually lie? Many believe that the charm lies in the catchy lines. That we laugh because the humour is what anybody would enjoy. They don't pander to your nationality or certain sentiments. It is pure and simple, everyday fun. Currently Amul is iin the Guinness Book Of World Records. Although there seems to be no competition for this mascot, Amul Corporation is still doing further research to confirm their cla

CHRISTMAS CELEBRATIONS

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

Talk to us: Head Office Gujarat Cooperative Milk Marketing Federation, PO Box 10, Amul Dairy Road, Anand 388 001, Gujarat, India (+91) (2692) 258506, 258507, 258508, 258509 (+91) (2692) 240208, 240185 Corporate: gcmmf@amul.com Exports: exports@amul.com Careers: careers@amul.com
Milk Powders: milkpowders@amul.com Amulya: amulya@amul.com

Phone nos Fax no. Email:

Product Feedback:

They use the feedback different that they may Feedback customer and they improve product and connected customer .

Infant Milk Formula I & II: babycare@amul.com Butter: butter@amul.com Ghee: ghee@amul.com Indian Sweets: mithaee@amul.com Milk: milk@amul.com Amullite: amullite@amul.com Cheese Range: cheese@amul.com Shrikhand: shrikhand@amul.com Icecreams: icecream@amul.com Chocolates: chocolates@amul.com Pizza: pizza@amul.com Mastidahi: Mastidahi@amul.com Nutramul: nutramul@amul.com Paneer: paneer@amul.com

online form for product so get regular from the in this way in their try to further with

ACHIEVEMENT: Amul :Asias largest dairy co-operative was created way back in 1946 to make the milk producer self-reliant and conduct milk- business with pride. Amul has always been the trend setter in bringing and adapting the most modern technology to door steps to rural farmers. Amul created history in following areas:

a)First self motivated and autonomous farmers organization comprising of more than 5000000 marginal milk producers of Kaira District. b) Created Dairy co-operatives at village level functioning with milk collection centres owned by them.

c) Computerized milk collection system with electronic scale and computerized accounting system. d)The first and only organization in world to get ISO 9000 standard for its farmers cooperatives. e)First to produce milk from powder from surplus milk. Amul is the live example of how co-operation amongst the poor marginal farmers can provide means for the socio-economic development of the under privileged marginal farmers. AMUL RELIEF TRUST A devastating earthquake (Richter scale 7.9) hit Gujarat on 26th January 2001. The epicenter of the quake was located in Kutch district. It caused death of thousands of people, tens of thousands were injured, hundreds of thousands were rendered homeless and damage of billions of Rupees was done. GCMMF formed a specific organization named Amul Relief Trust (ART) under the Chairmanship of Dr. V. Kurien in 2001 with a donation of Rs. 50 Millions for reconstruction of the school buildings damaged in the 2001 earthquake in the Kutch area. The Trust reconstructed 6 schools damaged by the above earthquake at a cost of Rs. 41.1 millions in Kutch area. Four of these schools started re-functioning from the last two academic sessions and the other two schools from the current session.

A school reconstructed by Amul Relief Trust in the earthquake affected Ratadia Village in Mundra Taluka of Gujarat

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

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

Amul in abroad: Amul is going places. Literally. After having established its presence in China, Mauritius and Hong Kong, Gujarat Cooperative Milk Marketing Federation (GCMMF), India s largest milk cooperative, is waiting to flood the Japanese market. Then, GCMMF is also looking at Sri Lanka as one of its next export destinations. Amul products are already available on shelves across several countries, including the US, China, Australia, West Asian countries and Africa. GCMMF recorded a turnover of Rs 2,922 crore last fiscal. Its products include pouch milk, ultra heat treated (UHT) milk, ice-cream, butter, cheese and buttermilk. It is India's largest exporter

of Dairy Products. It has been accorded a "Trading House" status. GCMMF has received the APEDA Award from Government of India for Excellence in Dairy Product Exports for the last 11 years. Amul is available today in over 40 countries of the world. They are exporting a wide variety of products. The major markets are the US, West Indies, countries in Africa, the Gulf region, and our Saarc neighbours, Singapore, Philippines, Thailand, Japan and China. They have demonstrated that if a level playing field is granted, Indian dairy products are successful in the global market. Growth in consumer pack exports has been creditable and they have consolidated their exports. The major export products are: Consumer Packs

Amul Pure Ghee Amul Butter Amul Shrikhand Amul Mithaee Gulabjamun Nutramul Brown Beverage Amul Cheese Amul Malai Paneer Amul UHT Milk (Long Life) Amul Gold Milk Amul Taaza Double Toned Milk Amul Lite Slim and Trim Milk Amul Fresh Cream

Bulk Packs

Amul Skimmed Milk Powder Amul Full Cream Milk Powder

Many of our products are now available in the USA, Gulf Countries and Singapore.

Pricing strategy At the time Amul was formed, consumers had limited purchasing power, and modest consumption levels of milk and other dairy products. Thus Amul adopted a low-cost price strategy to make its products affordable and attractive to consumers by guaranteeing them value for money.

PLANTS
First plant is at ANAND, which engaged in the manufacturing of milk, butter, ghee, milk butter etc

Second plant is at MOGAR, which engaged in manufacturing chocolate, nutramul, Amul

Ganthia and Amul lite. Third plant is at Kanjari, which produces cattelfeed.

Fourth plant is at Khatraj, which engaged in producing cheese.

Today, twelve dairies are producing different products under the brand name Amul. Today Amul dairy is no. 1 dairy in Asia and no. 2 in the world, which is matter of proud for Gujarat and whole India. DISTRIBUTION CHANNEL Amul products are available in over 500,000 PLUS retail outlets across India through its network of over 3,500 distributors. There are 47 depots with dry and cold warehouses to buffer inventory of the entire range of products. GCMMF transacts on an advance demand draft basis from its wholesale dealers instead of the cheque system adopted by other major FMCG companies. This practice is consistent with GCMMF's philosophy of maintaining cash transactions throughout the supply chain and it also minimizes dumping. 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). All GCMMF branches engage in route scheduling and have dedicated vehicle operations Establishing best practices A key source of competitive advantage has been the enterprise's ability to continuously implement best practices across all elements of the network: the federation, the unions, the village societies and the distribution channel.

In developing these practices, the federation and the unions have adapted successful models from around the world. It could be the implementation of small group activities or quality circles at the federation. Or a TQM program at the unions. Or housekeeping and good accounting practices at the village society level. More important, the network has been able to regularly roll out improvement programs across to a large number of members and the implementation rate is consistently high. For example, every Friday, without fail, between 10.00 a.m. and 11.00 a.m., all employees of GCMMF meet at the closest office, be it a department or a branch or a depot to discuss their various quality concerns. Each meeting has its pre-set format in terms of Purpose, Agenda and Limit (PAL) with a process check at the end to record how the meeting was conducted. Similar processes are in place at the village societies, the unions and even at the wholesaler and C&F agent levels as well. Examples of benefits from recent initiatives include reduction in transportation time from the depots to the wholesale dealers, improvement in ROI of wholesale dealers, implementation of Zero Stock Out through improved availability of products at depots and also the implementation of Just-in-Time in finance to reduce the float. Kaizens at the unions have helped improve the quality of milk in terms of acidity and sour milk. (Undertaken by multi-disciplined teams, Kaizens are highly focussed projects, reliant on a structured approach based on data gathering and analysis.) For example, Sabar Union's records show a reduction from 2.0% to 0.5% in the amount of sour milk/curd received at the union. The most impressive aspect of this large-scale roll out is that improvement processes are turning the village societies into individual improvement centers Technology and e-initiatives

GCMMF's technology strategy is characterized by four distinct components: new products, process technology, and complementary assets to enhance milk production and e-commerce. Few dairies of the world have the wide variety of products produced by the GCMMF network. Village societies are encouraged through subsidies to install chilling units. Automation in processing and packaging areas is common, as is HACCP certification. Amul actively pursues developments in embryo transfer and cattle breeding in order to improve cattle quality and increases in milk yields.

GCMMF was one of the first FMCG (fast-moving consumer goods) firms in India to employ Internet technologies to implement B2C commerce. Today customers can order a variety of products through the Internet and be assured of timely delivery with cash payment upon receipt. Another e-initiative underway is to provide farmers access to information relating to markets, technology and best practices in the dairy industry through net enabled kiosks in the villages. GCMMF has also implemented a Geographical Information System (GIS) at both ends of the supply chain, i.e. milk collection as well as the marketing process.

COMPANY IN JAIPUR
As AMUL products are old and is available at almost every place in INDIA specially Butter but Nov 27 2007 Gujarat Co-operative Milk Marketing Federation Ltd (GCMMF) has launched Amul Fresh Milk in Jaipur. Which was another add up in the path of white revolution. They touched several area of Jaipur though Saras was the leader of the market still this company never let down . They are going to introduce curd which was a big failure when they earliar introduced it in pouch . so ultimately they stopped the supply . Now in the summer curd is hot item to sell off and people are asking for the stuff ,so now they will further introduce it. Amul in Jaipur is at nascent stage so we can say that particularly milk and curd of AMUL is under cash stage of BCG MATRIX

Under this BCG MATRIX If I will take two product performance in jaipur :-

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

[CHOOSE RIGHT REPRESENTATIVE OF COUNTRY BY VOTING ]

Amul today
The Gujarat Cooperative Milk Marketing Federation (GCMMF), the country's largest milk marketing federation, had a turnover of Rs 5,255 crore during 2007-08 and this would grow to Rs 6,000 by the end of this fiscal. The largest milk brand in Asia, today Amul is the largest exporter of dairy products in the country. Amul is today available in over 40 countries. It is exporting a wide variety of products. The major markets are the US, West Indies, countries in Africa, the Gulf region, the Saarc neighbors, Singapore, the Philippines, Thailand, Japan and China, according to B M Vyas, managing director, GCMMF. In an interview to Financial Express, Vyas said, "We have demonstrated that if a level-playing field is provided, Indian dairy products are successful in the global market. Growth in consumer pack exports has been creditable and we have consolidated our exports." From conventional milk products like paneer and cheese, the brand has evolved over over time and now caters to the wellness market as well with its sugar-free and probiotic milk products. According to Vyas, the company is continuously introducing innovative products that meet the aspirational needs of the consumers. Amul has introduced a range of milk-based products such as flavoured milk, buttermilk, yoghurt, probiotic products and energy drinks. Although if you analyze the household expenditure of Indian homes, the bulk of the money is spent on milk and products like butter, ghee,curd, cheese, and a very small amount on items like ice creams and pizzas. However, it is important for us to register our presence in the entire

food basket of the Indian household where and dairy product is involved. Our recent forays into pizzas, paranthas is through our Amul parlours, which are one-stop shops for all our products. We have plans for creating a large chain of such outlets to be managed mainly by franchisees throughout the country. Currently, we have 1,500 parlours and plan to open 10,000 of them by 2010. Amul liquid milk contributes as much as Rs 2,000 crore to GCMMF's sales. Apart from this, direct sale by District Cooperative Milk Producers Unions accounts for another Rs 1,500 crore. With the introduction of pouch milk in towns like Jaipur, Kanpur, Lucknow, Bhopal and Pune, besides the metros of Delhi, Kolkata and Mumbai, Amul liquid milk has crossed the boundaries of Gujarat. During 2007, the 13-member unions of GCMMF took a revolutionary step forward by integrating liquid milk marketing operations in all districts of Gujarat under the common brand name of Amul. Consequently, Amul has now emerged as the largest milk brand in Asia. Amul is an institution covering 13,000 villages benefiting 2.7 million farmers. "We would want this coverage to expand further with more farmers to join the Amul umbrella nationally. Coming to business, we would be handling more than twice the quantity of milk and our sales turnover would be nearly Rs 20,000 crore in the next five years." India is a developing country. Therefore, the focus is India. However, if there was a need to export in order to attain equilibrium in the domestic market, it would be under Amul brand in consumer packs only and that too to cater to the Taste of India. India is the largest milk producer in the world and GMCCF is the largest food products marketing organization in India. We are confident that Amul would emerge as the world's largest food products organization in the not too distant future. It is now present in following countries.
Afghanistan Algeria Angola Australia

I J K L M

Iraq
Japan Korea

Russia
Saudi Arabia Sierra Leone Singapore

Bahrain B
Bangladesh Benin Bhutan Botswana

Kuwait
Laos Madagascar Malaysia Maldives

South Africa
Sri Lanka Sudan Syria Taiwan

Brunei

Mauritius

Tanzania

C D E F G H

Cambodia
China

Myanmar
Nepal

Thailand
UAE

Dubai
Ethiopia

N O P Q

New Zealand Nigeria

Oman

U V W Y Z

Uganda UAE
Vietnam

Fiji Gambia Hong Kong

Pakistan Philippines Qatar

West Indies Yemen Zanzibar

INTRODUCTION OF PROJECT

Marketing research plays an important role in the process of marketing. Starting with market component of the total marketing talks. It helps the firm to acquire a better understanding of the consumers, the competition and the marketing environment Marketing research is a systematic problem analysis, model building and fact finding for the purpose of important decision making and control in the marketing of goods and services.

- Phillip Kotler.
I am doing my project on the survey of curd before its launch .In this project I will do market research rather a customer survey through questionnaire .Before making questionnaire I searched for factors which may effect the launch of curd .curd is a item which is readily perished so people who use it is in the habbit of using it fast more over how much they give value to other brands in case of different attributes like texture,whiteness,taste,packaging , flavor etc. So by putting these things into the mind I proposed a questionnaire and ultimately I filled those questionnaire by 15 respondents till now and on the basis of them I will analyze a interim report that which way will the questionnaire further go . After analyzing them I will try to proposed a way that how much demand will be their and which competitor have greater value in which attributes and AMUL should follow that way to capture the market . In these questionnaire I mainly covered areas of Jaipur like wall city ,Shyam nagar ,malvia nagar ,vidyadhar nagar,vivek nagar,vaishali, Mahesh nagar, Raja park , Mansarovar .which is covering almost all the sides like north ,south,east and west of jaipur .A map view is there in

annexure6

In this questionnaire I have taken occupation of the persons so that in further analysis I can check out for relevancy of curd consumption and occupation and many more . After drawing questionnaire I first check the relevancy of question by doing pilot test .I took some of the questionnaire and make it filled by people around to get proper feedback and hange the questions ,options as required .As learning from change is a regular process so while making questionnaire filled I use to check my mistakes further.

PROPOSED METHODOLOGY

Marketing starts with identifying customer needs and ends with satisfying them through a coordinated set of activities that also allows a firm to achieve its own goals. When launching a product one needs access to quick and insightful consumer based data to give the foray a greater chance of success. Failure to grasp the specific needs of a new market can be costly, both financially and in terms of damaged corporate image. In a volatile, ever-changing market, mistakes can mean wasted costs in advertising, distribution and production expenses, as well as damage to brand name and equity. Under interim report I will use proposed methods of questionnaire survey after this I will further use pie chart and histogram etc on the questionnaire get the relevant analytical information .After filling of entire questionnaire I will further analyze it with factor analysis or chi-square as required .

DATA COLLECTION

With the help of questionnaire consists of list of questions to be asked from the respondents and the space provided to record the answer / responses. Questionnaire can be used for the personal interviews, focus groups, mails and telephonic interviews. This becomes a medium of data collection The choice among these alternatives is largely determined by the type of information to be obtained and by the type of respondents from whom it is to be obtained.

The common factor in all varieties of the questionnaire method is this reliance on verbal responses to question, written or oral.

Questionnaire in the project consists of: Multiple choice questions Dicthomus MULTIPLE CHOICE QUESTIONS: Questions of this type offer the respondents an alternative to choose the right answer among others. It is faster, time saving and less biased. It also simplifies the tabulating process DICTHOMUS: These are the questions which are Boolean in nature. These answers are straightforward and respondents have to answer them in a straight way. That means the answer can only be either Yes or No. SAMPLING METHODS

Sample design is a definite plan of obtaining some items from the whole population. The sample design used in this project is two state sampling i.e. cluster sampling and convenience sampling. CLUSTER SAMPLING Here the whole area is divided into some geographical area and a definite number of consumers were to be surveyed. Areas divided are shown in annexture 3.

CONVINIENCE SAMPLING

This type of sampling is chosen purely on the basis of convenience and according to convenience. I have visited Raja Park, vivek vihar ,vidhyadhar nagar, shyam nagar, mansarovar, wall city, janta colony, shastri nagar, vaishali , Mahesh nagar and few more.

SAMPLING

Jaipur had a population of around 3,324,219 in the year 2007. I will take it in round figure of 40 lakhs in 2009.then I will do the survey research further. In this whole population 53% male and 47% is female as per the census report .

1] Sampling Technique

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

2] Sample Unit

: People who buy curd available in retail outlets, superstores, etc

3] Sample size

: 200 respondents

4] Method

: Direct interview through questionnaire and Chi square analysis, bar graph, pie chart, demand estimation

5] Data analysis method

: Graphical method.

6] Area of survey

: JAIPUR

7] Timing of survey .

: 9.00 am to 12.30 pm and 5.00 pm to 8.00 pm

LIMITATION OF STUDY

Basic limitations of my study are:

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

ANALYSIS
On the basis of questionnaire I have analyze the response of 200 respondents and try to put analysis in tabular form . In this I will deal with questions one by one .

1] DO YOU CONSUME MILK ?

YES NO

200 says 0 says

consume milk
100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% YES NO Series 1

[Graph:1] So each one of the 200 respondent consume milk according to [Graph:1] that means maximum people in Jaipur consume milk .

2] FROM WHERE DO YOU PURCHASE MILK ? a)Milk Booth c) Milk Vendor b) General store d) self

under this question out of 200 respondent 137 goes for milk booth where as 21 goes for general store . 30 goes for milk vendors and another 12 goes for self or purchase from mandi.

place of purchase
12 30 milk booth general store 21 milk vendor self 137

[Graph:2] According to [Graph:2] that maximum people in Jaipur purchase milk from general store as it is convenient to buy and rest buy it from milk booths this means that number of milk booth are also in abundance

3] DO YOU PURCHASE MILK DAILY ? YES NO

Out of 200 respondents all says that they purchase milk daily

DAILY PURCHASE
250 200 150 Series 1 100 50 0 YES NO

[Graph:3] According to [Graph:3] one can conclude that in Jaipur all most all people daily purchase milk

4] IF YES ,THEN WHAT IS YOUR DAILY PURCHASE ? a) less than 1 ltr c) 2 to 4 ltr b) 1 to 2 ltr d) more than 4 ltr

We can see that out of 200 respondent 63 purchase less than 1 ltr where as 82 purchase between 1 to 2 ltr , 47 purchase between 2 to 4 ltr and 8 respondent purchase more than 4 ltrs

DAILY PURCHASE QUANTITY

4% 24% 31% less than 1ltr 1 to 2 ltr 2 to 4 ltr more than 4 ltr 41%

[Graph:4] From the given data we can say from [Graph:4] that maximum person in the Jaipur purchase at least half liter milk daily so if we want to calculate the total monthly sales we can say that it can be find out by putting percentage like in 200 respondent 63 are purchasing half liter and 82 are purchasing 1 to 2 ltr where as 47 are purchasing 2 to 4 ltr and 8 are purchasing more than 4 ltrs.

5] WHAT IS YOUR USAGE PATTERN ?

USAGE PATTERN
a) DRINKING b) TEA/ COFFEE c) CURD MAKING d) SWEET MAKING e) OTHERS

% VOLUME

Out of 15 respondents maximum percentage goes for drinking in 1500 total 930 goes to drinking where as tea and coffee is on second by 355 and curd making and other like horlics etc comes under 100 to 105 . on the other side sweet making remains only 10

consumtion pattern
1% 3% 5% drinking 24% 67% tea/coffee curd making sweet making others

[Graph :5] the above [table:5] one can draw a conclusion that consumers in Jaipur have a consumption pattern in which they drink milk at most then it is used for tea and coffee and then for rest. 6] DO YOU CONSUME CURD ? YES NO

Out of 200 respondent 7 says no that they dont use curd where as rest say yes .

consume curd
250 200 150 100 50 0 YES NO Series 1

[Graph:6] This [Graph:6] says that maximum people in Jaipur consume curd .

7] IF YES, THEN WHICH KIND OF ? a) Home Made b) Outside out of 200 respondent 147 says outside where as 7 says that they dont use curd and rest 46 says home made .

kind of curd used

outside home made

24%

76%

[Graph:7]

According to [Graph:7] respondents response maximum people in Jaipur go for outside curd and one fourth of population goes for home made curd.

8] IF OUTSIDE CURD THEN WHICH KIND OF CURD YOU PURCHASE ? a) Packed b) loose

[Graph:8]

The [Graph:8] shows that out of 147 respondents who selected outside curd the 123 takes packeted and 24 takes loose curd in Jaipur .

Sales
packed loose

16%

84%

9] IF YOU USE PACKED CURD THEN WHICH ONE OF THE FOLLOWING ? a) Nestle c) lotus b) Mother Dairy d) Saras

out of 200 respondent 110 opted for Saras , 5 opted for nestle and 7 opted for mother dairy and in rest 1 respondents opted for lotus ,where as rest 7 respondent dont consume curd .

purchased packed curd

1% 6% 4%

saras mother dairy lotus nestle 89%

[Graph:9] So according to above [Graph:9] report on 123 respondent who are taking packeted curd 89% that is maximum people in Jaipur prefer saras ,6% with mother dairy ,1% with lotus and 4% with nestle we can say that Saras is most favorite curd of Jaipur people .

10] WHAT IS YOUR FREQUENCY OF PURCHASE OF CURD ? a) Daily c) Thrice a week b) Twice a week d) Once in two weeks

Out of 123 respondents , 24 respondents are daily purchasing curd where as 31 of them are purchasing it twice a week and maximum people purchasing it thrice a week ie; 48 . And 20 respondents purchasing it once in one or two week .

purchase pattern of packet curd

60 50 40 30 20 10 0 daily twice a week thrice a week once in two week Series 1

[Graph:10] From the above [Graph:10] response we can say that maximum of the people who is opting for packed curd go for thrice and twice a week .

FREQUENCY OF PURCHASE OF LOOSE ARE :

purchase pattern of loose curd

10 9 8 7 6 5 4 3 2 1 0 daily twice a week thrice a week once in two week

Series 1

out of total 24 respondents of loose curd purchaser 9 purchases in once in one or two week where as 7 purchases daily and 4 purchases twice and rest 4 purchases thrice a week . IN TOTAL adding loose and packet curd data we get 146 respondents out of which Daily purchase done by 31 people Twice a week done by 35 people Thrice a week done by 52 people Once in two or one week 29 people

11] WHAT IS YOUR AVERAGE PURCHASE QUANTITY ? a) 100 ml c) 400 ml b) 200 ml d) 500ml or more

Out of 146 respondents 71 are going for 200 ml curd pack 33 opted for 400ml and rest 42 opted for 500 ml plus curd.

AVERAGE PURCHASE QUANTITY OF CURD

0%

29% 49%

100ml 200 ml 400ml 500ml and more

22%

[Graph:11] So from above [Graph:11] I can find out approximate quantity of purchase of curd in Jaipur in a week as 200 ml is daily purchased by 31 people out of 146 so we can find it in a table format below

Table show the frequency of purchase and Quantity : 200 ml curd DAILY TWICE IN WEEK THRICE IN WEEK 15 14 19 400 ml curd 11 13 18 7 500 ml plus 6 9 13 6

ONCE IN ONE OR 16 TWO WEEK

IN A WEEK DEMAND OF CURD FROM 146 RESPONDENTS

a) Daily = 15 people * 7days* 200ml + 11 people *7 days*400ml + 6 people*7 days*500ml Total = 72800 ml per week .*1+ b) Twice a week = 14 people*2 days*200ml + 13 people *2 days * 400 ml + 9 people *2 days * 500ml Total = 25000 ml per week .*2+ c) Thrice in a week = 19 people *3 days*200ml + 18 people*3 days* 400ml + 13 people*3 days* 500ml Total = 52500 ml per week .*3+ d) once in two or one week =16 people*1day*200ml + 7 people*1day*400ml +6 people*1 days*500ml Total = 9000 ml per week .*4+ Adding 1,2,3 and 4 we get total demand in a week GRAND TOTAL 72800+25000+52500+9000 = 159300 ml OF CURD PER WEEK FROM 147 respondents. MORE FACTS A] Out of 146 there are 34 students in outside curd under which 61% student opted for 200 ml Another 14% student opted for 500 ml where as rest 25% opted for 400 ml . B] Now out of 146 there are 49 service persons in outside curd under which 42% opted for 200ml curd ,another 32% opted for 400ml curd and rest 26% goes for 500 ml curd. C] out of 146 there are 63 business man ,25% of them goes with 500ml ,34% opted for 200 ml and rest 41% goes for 400ml curd. On the basis of two information from questionnaire I want to check my hypothesis that is [Null hypothesis] HO : OCCUPATION DOESNOT EFFECT NATURE OF PURCHASE

[Alternate hypothesis] H1 : OCCUPATION EFFECTS NATURE OF PURCHASE In this alternate hypothesis is my assumption I come to assume it with the help of two information 1] occupation of people filling questionnaire 2] question no 11 which ask that how much curd on an average one purchase So to get actual picture of the scene I thought of using chi square test. You can use 2 tests to determine whether hypothesized results are verified by an experiment. FOR CURD MARKET 200 ml 400 ml 500 ml plus COLUMN TOTAL [CT]
44 55 25 124

student service person business man RT

27 28 8 63

8 16 4 28

9 11 13 33

N = NUMBER OF SAMPLES ARRAY 2 : CONTAINS EXPECTED FREQUENCY THAT IS REPRESENTED BY "FE" FORMULA TO CALCULATE FREQUENCY EXPECTED ie; FE = [CT *RT]/N

CT = COLUMN TOTAL OF ARRAY 1 RT = ROW TOTAL OF ARRAY 1 N= TOTAL NO OF SAMPLE TAKEN FE is mentioned below 500ml plus [expected]

200ml [expected]

400ml [expected]

Student
22.35 9.94 12.42 5.65 11.71 14.64 6.65

Service person
27.94

Business man
12.7

2 CHI SQUARE 2SUMMATION OF [ (FO-FE) /FE]

Just to over come any problem in the equation due to positive and negative sign the square of the difference between actual frequency and expected frequency is taken into consideration .

FO- FE 4.64 -1.94 -2.71 0.06 3.58 -3.64 -4.7 -1.65 6.35

S=(FO-FE)*(FO-FE) 21.52 3.76 7.34 0.003 12.82 13.25 22.09 2.72 40.32 CALCULATED
2

A= S/FE 0.96 0.37 0.62 0.0001 1.03 0.9 1.73 0.48 6.06 12.1501

A TOTAL is nothing but calculated [ chi square] 2 calculated = 12.15 Now we have to find tabulated for that we have to follow following steps
2

We will look for degree of freedom ie; df = (no of column-1)*(no. of rows -1) so no of column =3 and no of rows = 3 ,so df = (3-1)*(3-1) , df = 4.

After getting df we will take average confidence level 95% that means significance level will be .05 ie; = .05

Now with the help of and df we will look into chi square table and we will find the tabulated value which will be 9.488
2

2 tabulated 9.488

After getting both tabulated and calculated we will have two options 1 calculated lies under tabulated 2 tabulated lies under calculated
2 2 2

If
If
2

2 Cal 2 Cal

9.488, reject Ho. 9.488, do not reject Ho.

From the given value of tabulated 9.488 and calculated 12.51 we come to conclusion that tabulated lies under calculated it is shown in the figure below .where red denote 0.05 significance level .
2

HENCE ALTERNATE HYPOTHESIS H1 THAT OCCUPATION EFFECTS NATURE OF PURCHASE IS ACCEPTED AND TRUE AND NULL HYPOTHESIS THAT OCCUPATION DOESNOT EFFECTS THE

NATURE OF PURCHASE IS REJECTED.THIS SHOWS THAT IF PRODUCT IS PLACED IN THE QUATITY AS REQUIRED BY THE PEOPLE OF DIFFERENT OCCUPATION THEN THERE WILL BE CHANCES OF MORE SALES OF THAT PRODUCT .

rain plays spoils sports

student service person business man RT 22.35 27.94 12.7 FO- FE 4.64 -1.94 -2.71 0.06 3.58 -3.64 -4.7 -1.65 6.35 27 28 8 63 9.94 12.42 5.65 S=(FO-FE)*(FO-FE) 21.52 3.76 7.34 0.003 12.82 13.25 22.09 2.72 40.32 11.71 14.64 6.65 A= S/FE 0.96 0.37 0.62 0.0001 1.03 0.9 1.73 0.48 6.06 12.1501 8 16 4 28 9 11 13 33

12] PLEASE PUT YOUR PREFERENCE IN PECENTAGE BELOW OF CURD:

BRANDS ATTRIBUTES

SARAS

LOTUS

NESTLE

MOTHER DAIRY

TEXTURE

FLAVOUR

WHITENESS

PACKING

TASTE

THICKNESS

According to above question Saras curd gets maximum marks where as lotus is the minimum. And under packed curd nestle and mother dairy is having little say in 200 respondent

saras
17% 17% texture flavour 13% 18% whiteness packing taste 17% 18% thickness

[Graph:12] From the above [Graph:12] one can conclude that which brand is best in curd regarding its attribute in Jaipur and one should look for that touches which make that brand best regarding all attribute.

13] IF YOUR PREFERED BRAND IS NOT AVAILABLE, WILL YOU PURCHASE OTHER BRANDS YES NO

Out of 200 respondents 181 says yes and rest 19 says no under this 7 persons are included which donot consume curd .

consumption of other curd is possible

NO 10%

YES 90%

[Graph:13] With the view of [Graph:13] in case of curd Jaipur is full of brand switchers. People may shift to any curd if they like it .

14] IF YES THEN WOULD YOU LIKE TO PURCHASE AMUL CURD ? YES NO

In this [Graph: 14] out of 200 respondents 197 says yes and 10% says no , that means maximum people are not brand loyal ,they may shift easily if they get good stuff more over most of the people who is opting for homemade curd says no to Amul curd or any other curd.

purchase of Amul curd

NO 10%

YES 90%

[Graph: 14]

More over in Jaipur Amul is heartily accepted hence if properly launching of Amul curd is done there will be no hassles in its purchase.

DEMAND ESTIMATION OF CURD

As Amul is facing great competition from Saras . So I find Saras as a best platform for estimation of demand of curd . At first curd market should be classified : 1] Branded curd 2] loose curd 3] Homemade curd

1: Branded curd : I have surveyed 40 booths of saras and found that average curd sale is around 35 cup per day of 200ml . There are about 3500 saras dairy booths in whole Jaipur so this means that average sale of curd from Saras booths are around 24500 liter . Then there are retail shops selling curd like nestle , mother dairy, lotus etc so its average sale is around 25 cups and lets assume that total retail selling branded curds is around 2000 then total selling of curd from them are 10000 liter . So an average sale of branded curd in Jaipur is 34500 ltr. 2: loose curd : loose curd market are more in the area like wall city ,Mahesh nagar backward areas. They sell curd around 30 liter .I have surveyed 15 shops where loose curd is sold out in wall city in open dairy and sweet shops in huge way. Its difficult to count loose curd market so if I assume that its around 1000 shops of loose curd in jaipur then sale will be around 30000 liter. 3: Homemade curd: As average consumption of milk in Jaipur is 10 lakhs liter and an average 2% of milk is used for making curd so total homemade curd will be 20,000 liter. Hence total size of curd market will be branded curd + loose curd + homemade curd ie; [1+2+3] 34500+30000+20000 = 84000 liter per day. If I look up to demand estimation of AMUL curd I can say that from the branded curd market the demand of Saras booth curd and other retail curd will be the area for Amul curd then later it can take over other areas of curd market . According to me demand for Amul curd will be around 24500 to 34500 liter .Earlier it may take some time to capture the branded curd market so it may not be getting around 20000kg but market has potential.

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

Types of shoppees :

 Shoppee with a deposit of Rs.1100: Under this type the interested party has to make a deposit of Rs.1100 with GCMMF Ltd. And after filling the application form the shop is declared as AMUL SHOPPEE

COMPANY PROVIDES: 1) A hoarding in the name of AMUL.

2) A stand board in the name of AMUL. 3) A glow sign board in the name of AMUL. 4) Gets the shop painted. Shoppee with a deposit of Rs.3000: Under this type the interested party has to make a deposit of Rs.3000 instead of Rs.1100 with GCMMF Ltd. And after filling the application form the shop is declared as AMUL SHOPPEE

COMPANY PROVIDES: 1) A hoarding in the name of AMUL.

2) A stand board in the name of AMUL. 3) A glow sign board in the name of AMUL. 4) Gets the shop painted. 5) A storage box(CABINET) to store the milk crates worth Rs2200. The ownership of the box(CABINET) is transferred to the party after one year from the conversion of the shop into AMUL SHOPPEE. Also company promises to change the box if it results in breakage or damaged by itself.

Requirements for a Shoppee:

1) The shop should definitely be opened before 6 in the morning. 2) The shop should give at least a business of 10

crates In a day. i.e. a minimum of 10 crates should be sold In a day from that particular shop.

3) The shop should have a refrigerator or a deep freezer.

Margin Structure:

The Company provides same kind of margin to both types of shoppee.

The company provides Rs.2.40/crate extra (additional margin) along with Rs.7.80/crate (fixed margin). These margin given are on PER CRATE basis. And 1 crate consists of 12 liters of milk. Rs.2.40 is given in parts i.e. Rs.1.20 out of this would be given at every month and the remaining Rs.1.20 would be given at the yearend basis. For its tabulation the company provides with a MONTHLY SALES CARD in which the quantity is recorded and the payment is made as and when required. This means the company provides with 20p/liter extra margin with 65p/liter fixed margin. And of 20p , 10p is given at month end and left 10p is given away at the year end.

AREA DELIVERY AGENT CONCEPT: Area delivery agent is nothing but the distributor of
AMUL products in a particular area. Under this concept we were given the task to search for a distributor (ADA) in the wall city area of jaipur. This task was given to us as there was no ADA in wall city as such and the distribution of AMUL was nil in this area.

Types of AREA DELIVERY AGENTs: There are basically two kinds of ADA :
The ADA. The Point ADA.

The ADA: ADA can be considered as big distributors who generally take cares of the whole
area to which it is assigned. It has the full knowledge of all the retailers presently working in that area. The ADA manages the supply of the product of the company to retailers in order to reduce the obstacles and to carry on with sales with any halts. When a new ADA is assigned, he surveys the whole area with the area executive of the company in that area. The retailers in that area can give orders to ADA and the ADA passes the orders to company and the demanded quantity of product is delivered to the ADA and the ADA further distributes it to the retailers and collects the payment.

Requirements for an ADA :

1). A security of Rs. 15000. (DD in favor of GCMMF Ltd.) 2). A bank guarantee of worth Rs. 25000. 3). Other basic requirements.

The Point ADA: Point ADA can be said as the level down to the ADA. Point ADA is assigned in
the area if the area is too big for the ADA to cover so there can be many Point ADA under the ADA. The Point ADA takes the orders from the retailers and further passes on to the ADA or directly to the company what so ever be the need. The Point ADA can be said as the small distributor for the particular area. The Point ADA looks after only 2-4 streets in a particular area and reports to the company and rest of the area is covered by other Point ADA or the ADA itself.

Requirements for Point ADA 1). A security of Rs. 5000. (DD in favor of GCMMF Ltd.)
2). A bank guarantee of worth Rs. 15000. 3). Other basic requirements.

Margin Structure: The margin is equal for both the ADA as well as the Point ADA.
Both are given with Rs. 12.96/crate basis if they sell out milk from their outlet itself. i.e. they get Rs. 1.08/liter basis. If they provide some crates to the retailers for sale and some they sell by themselves then they get Rs. 5.16/crate basis i.e. Rs. 0.43/liter basis. Rest Rs. 7.80/carte they have to pass on to the retailers as retailers normal margin. i.e. they get Rs. 0.65/liter basis.

ACTIVITY DONE

Under this head I have done basically three activities which was given by Company to do in the different areas of Jaipur .I have being given an area of Raja park and Mahesh nagar where I have to know the problems of milk shopkeepers ,make some new milk retailer and to sell existing Amul milk shop schemes, under which they will be converted into AMUL SHOPEE . Converting Amul retailer to Amul Shopee : This a scheme launch by the company to capture the market by giving profit to the retailers.under this scheme there are two options : 1] 1100/- rs scheme : 2] 3000/- rs scheme These scheme is used to increase the commission of milk retailers. Any milk retailer generally get 7.80 paisa per carat [ 1 carat = 12 liter].After taking this scheme retailer gets 2.40 paisa increment over normal profit of 7.80 paisa and ultimately total profit rises to 10.20 paisa. This is the common feature of this scheme in both and for that they have to deposit 1100/- rs or 3000/- rs which is refundable too.

The only difference between 1100/- and 3000/- scheme is that in 3000/- scheme retailer will get an iron box worth rupees 2200/- for putting carat capacity upto 10 carats. In both area we have visited almost 150 and more shops and converted 23 shopees over all and I also turned lot of retailer shop into milk retailer of amul. sample of amul shopee form and monthly sales card is available in annexure 2and 3 .

Search for Area Distributer

This was our second activity under which we have to find out area distributer who will sell at least 20 to 25 carats of his own and can sell 10 to 15 carats by giving it to retailers. In this work I have to search the area called Wall city of Jaipur .Area under this was fully backward and old style . there is a sample of area delivery agent form in Annexure 4 Under area distributer person is getting more profit than retailer if he sell by his own .The distributer will get 7.80 paisa and 5.16 paisa extra on per carat sell that means approximately 13 rs per carat. Still people are not ready to take up this Job because of three reasons : 1] eligibility criteria under which dealer have to pay 5000/- rs Demand Draft and bank guarantee of 20000/- rs 2] Saras have a greater share of market and other companies like gauras, prabhu ji ,lotus are there to further capture maximum market share and without proper demand no retailer will take a risk of becoming dealer of any third company except Saras. 3] biasness about company Amul in the mind of retailers that earliar it was launched in this area but didnt get success. Under this activity I have visited around 40 to 50 shops which have potential and knowledge of milk business . my journey is still on with a aim to grab dealer so that I may add more to company. For further information regarding Activity done in Amul please look into

annexure 8

FINDINGS AND SUGGESTIONS

Visibility of the product is required .As today few people know that Amul is there in the milk market and it has a product milk and curd . Aggressive promotional strategy is required ,more use of different communication channels are required which was less in Jaipur . Availability of the product is most important factor . if product is good and it has a market value but it is not present in the market then there is no use of other activities to support sales So supply shortage should be checked . Jaipur is full of brand switchers in the case of curd ,so Amul got an opportunity to capture the market of curd from Saras a major player of the curd and milk market. By providing best of the thing required by people in the curd market There is two sector of people one who dont use curd and second is people who prefer homemade curd .As they are good in numbers .If one want to make them customer one has to go for value addition in the curd by two ways :

1 - This can be done by providing extra benefits of house hold with the curd or vice a versa . 2 One can also provide different flavours in the curd which will lure people of those sectors also to consume ,not as a curd but as ice cream sort of thing . Maximum people in Jaipur consume milk for Drinking , where as walled city as a area where maximum part of milk is consumed for tea or coffee purpose. Student or service person from outside are one sector which uses packet curd maximum, where as people living here and having their home here itself prefer for homemade curd .

CONCLUSION
This project was a greater importance to me ,I have learnt a lot in this project . This project shows me the way to work in the market .How to communicate with different type of people .How to convince one for better job . Learnt how to sell ,how things work in Fast moving Consumer goods .having perishable nature of these product one need a excellent distribution network and carefully select market because these product if transferred to far area then cost attached to the product will make it un competitive . Milk marketing is full game of Branding .if branding of a product is done then the following things has to be taken into consideration like availability of product , continuous change in the product as required by consumers and third is price of the product according to satisfaction level of the people and last but not the least is the visibility of product and a promotional strategy to hit, peoples mind. Ultimately I must say that I am privileged to work in the company like Amul and get such a real time exposure of FMCG company .

ANNEXTURE
ANNEXURE 1

QUESTIONNAIRE
DEMOGRAPHIC NAME :________________________________________________________________________ AGE : _________________________________________________________________________ AREA : _____________________________________________________________________ MOBILE /PH NO. :_______________________________________________________________ OCCUPATION:_________________________________________________________________

1] DO YOU CONSUME MILK ? YES NO

2] FROM WHERE DO YOU PURCHASE MILK ? a)Milk Booth c) Milk Vendor b) General store d) self

3] DO YOU PURCHASE MILK DAILY ? YES NO

4] IF YES ,THEN WHAT IS YOUR DAILY PURCHASE ? a) less than 1 ltr c) 2 to 4 ltr b) 1 to 2 ltr d) more than 4 ltr

5] WHAT IS YOUR USAGE PATTERN ?

USAGE PATTERN
a) DRINKING b) TEA/ COFFEE c) CURD MAKING d) SWEET MAKING e) OTHERS

% VOLUME

6] DO YOU CONSUME CURD ? YES NO

7] IF YES, THEN WHICH KIND OF ? a) Home Made b) Outside

8] IF OUTSIDE CURD THEN WHICH KIND OF DAHI YOU PURCHASE ? a) Packed b) loose

9] IF YOU USE PACKED CURD THEN WHICH ONE OF THE FOLLOWING ? a) Nestle c) lotus b) Mother Dairy d) Saras

10] WHAT IS YOUR FREQUENCY OF PURCHASE OF CURD ? a) Daily c) Thrice a week b) Twice a week d) Once in two weeks

11] WHAT IS YOUR AVERAGE PURCHASE QUANTITY ? a) 100 ml b) 200 ml

c) 400 ml

d) 500ml or more

12] PLEASE PUT YOUR PREFERENCE IN PECENTAGE BELOW OF CURD:

BRANDS

SARAS

LOTUS

NESTLE

MOTHER DAIRY

ATTRIBUTES

TEXTURE

FLAVOUR

WHITENESS

PACKING

TASTE

THICKNESS

13] IF YOUR PREFERED BRAND IS NOT AVAILABLE, WILL YOU PURCHASE OTHER BRANDS YES NO 14] IF YES THEN WOULD YOU LIKE TO PURCHASE AMUL CURD ? YES NO

PRODUCT DETAILER
Amul Kool Millk Shaake Amul Kool

Amul Kool Cafe

Kool

Koko

A delight to Chocolate Lovers. Delicious Chocolate taste

Nutramul Energy Drink

A drink for Kids - provides energy to suit the needs of growing Kids

Amul Kool Chocolate Milk

Amul Kool Bottled Milk

Flavoured

Amul Kool Flavoured Tetra Pack

Amul Masti Buttermilk

Spiced

Amul Kool Thandai

Amul introduces the Best Thirst Quenching Drink

Powder Milk

Amul Spray Infant Milk Food

Still, Mother's Milk is Best for your baby

Amul Cream

Instant Full Milk Powder

A dairy in your home

Sagar Skimmed Powder

Milk

Sagar Tea Whitener

Coffee

Which is especially useful for diet preparations or for use by people on low calorie and high protein diet.

Amulya Dairy Whitener

The Richest, Whitener Purest Dairy

Fresh Milk Amul Fresh Milk Amul Gold Milk

This is the most hygienic milk available in the market. Pasteurised in state-of-the-art processing plants and pouchpacked for convenience.

Amul Taaza Toned Milk

Double

Amul Lite Trim Milk

Slim

and

Amul Fresh Cream

Amul Milk

Shakti

Toned

Amul Calci+

Cheese Amul Processed Pasteurised Cheese

made

Amul

Cheese

Spreads

100% Vegetarian Cheese from microbial rennet

Tasty Cheese Spreads in 3 great flavours..

Amul

Emmental

Cheese

The Great Swiss Cheese from Amul, has a sweet-dry flavour and hazelnut aroma

Amul Pizza Cheese

Mozzarella

Pizza cheese...makes great tasting pizzas!

Gouda Cheese

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

Utterly Delicious Pizza

Ready to cook paneer to make your favourite recipes!

Mithai

Mate

Masti Dahi

Sweetened Condensed Milk - Free flowing and smooth texture. White to creamy color with a pleasant taste.

Desserts Amul Ice Creams Amul Shrikhand

Premium Ice Cream made in various varieties and flavours with dry fruits and nuts. A delicious treat, anytime.

Amul Mithaee Gulab Jamuns Pure Khoya Gulab Jamums...best served piping hot.

Amul Chocolates The perfect gift for someone you love.

Amul Lassee

Amul Basundi

Health Drink Nutramul

Malted Milk Food made from malt extract has the highest protein content among all the brown beverage powders sold in India.

Amul Shakti Health Food Drink Available in Kesar-Almond and Chocolate flavours