Summer Internship Project Report

on
A detailed study of Sales and Distribution System of Amul Products in Jorhat city of Assam




UNDER THE ORGANIZATIONAL GUIDANCE OF
Mr. S.haidor, Dept. INCHARGE, Jorhat
GUJARAT CO-OPERATIVE MILK MARKETING FEDERATION LTD.

UNDER THE INSTITUTIONAL GUIDANCE OF
Mr. B.C.Bhowmick, HEAD,
Dept. OF AGRICULTURAL ECONOMICS AND FARM MANAGEMENT
JORHAT- 785013


PINKU PROTIM GOGOI
ASSAM AGRICULTURAL UNIVERSITY
Dept. OF AGRICULTURAL ECONOMICS AND FARM MANAGEMENT
ROLL No. 13- AMJ-123
JORHAT- 785013



ACKNOWLEDGEMENT

First of all I would like to express my depart sense of gratitude and remain intended to
almighty God for his blessing without which none of this would have possible.
I owe a great deal to Assam Agricultural University, Jorhat , for laying the building
blocks of logic and pragmatism in my life. This report, in a way is a reflection of these
values.
I would like to express my earnest gratitude and thanks to Dr. B.C. Bhowmick, Head
(Department of Agricultural Economics and Farm Management) and (Project Guide) for
their support and kind blessings. They have always been an everlasting source of
inspiration and guidance.
I am highly indebted Mr. Shabbir Haider, Branch Manager ,Amul, Jorhat, Assam, India
for providing me with exceptional opportunity of working for a dynamic organization
like Gujarat Cooperative Milk Marketing Federation Limited.
The report is the result of contributions of numerous people too many to mention
individually. So, I also thanks all the respondents who have given their valuable time,
views and authentic information for this projects.
My heartfelt thanks to Mr. H. Thakuria, JE (Sales) and B. Gush (sales Man) for
constant follow-up and valuable suggestions and for providing me all kinds of help
despite his busy schedule.
I am also thankful to the Dr.A.U.Ahmed (Major advisor) and all the faculty members
of Agricultural Economics and Farm Management, AAU for their support, inspiration and
Valuable suggestion without which every step is impossible .
Last but not the least; I thank my Parents, friends, Seniors Brothers and all those
numerous who have contributed in their own way in driving this project to success.
PINKU PROTIM GOGOI


DECLARATION


This is to declare that I, PINKU PROTIM GOGOI, a student of Master of Business
Administration in Agri- Business (2013-14) batch, Assam Agricultural University, Jorhat,
have given original and authentic data, Information and maintained full confidentiality to
the best of my knowledge in the project report titled A detailed study of Sales and
Distribution System of Amul Products in Jorhat city of Assam and that, no part of this
information has been used for any other assignment but for the partial fulfillment of the
requirements towards the completion of the said course.



PINKU PROTIM GOGOI
MBA (Agri-Business)
AAU, Jorhat






Contents
1. Introduction 1
2. Executive summary 2
2.1 Scope of the study 3
2.2 Limitation of the study 4
2.3 Major findings 5

3. Exploratory study 6
3.1 About Assam 7
3.2 About Guwahati city
4. A look back into the pages of history 8
4.1 The Chemistry of Ice-Cream 9
4.2 The basic stages of preparation 10

5. Present scenario of Ice-Cream business 11
5.1 Indian scenario 12
5.2 The Global scenario of Ice-Cream 13
5.3 Snapshot Of Ice-Cream Industry 14
5.4 Key Indian Ice-Cream players 15
5.5 Distribution of Ice-Cream 16

6. Company profile 17
6.1 Milk procurements 18
6.2 Sales 19
6.3 Retailing 20
6.4 Export 21
6.5 Distribution network 22
6.6 Cooperative development programme 23
6.7 Information technology integration 24
6.8 Total quality management 25
6.9 Awards 26
6.10 List of product market 27
6.11 Amul Ice-Cream 28
6.12 Snapshot of Gujarat Cooperative Milk Marketing Federation Limited 29

7. Methodology 30
7.1 Recharch Design 31
7.2 Sampling desing 32
7.3 Instrument design 33
7.4 Data collection 34
7.5 Data analysis 35

8. Objective 1 36
8.1 Players and brands 37
8.2 Market size 38
8.3 Retail outlets 39
8.4 Potential of Ice-Cream in different areas 40
8.5 Market potential of different brands 41
8.6 Summary of objective no. 1 42

9. Objective 2 43
9.1 Retail outlets of all the brands 54
9.2 Individual retail outlets 57
9.3 Outlets which sells only one brand 59
9.4 Comparison of retail outlets with sales figure 61
9.5 Deep freezers 63
9.6 Deep freezers owned by different Ice-Cream brands 65
9.7 Summary of objective no. 2 66

10. Objective 3 67
10.1 Distribution channel
10.2 General information for the plan 68
10.3 Complete plan for improving the market logistics of Amul 69
10.4 Summary of objective no. 3

11. SWOT analysis 70
11.1 Strengths
11.2 Weakness
11.3 Opportunities
11.4 Threats for
12. Recommendation 71
13. Bibliography 72