Escolar Documentos
Profissional Documentos
Cultura Documentos
Central Delhi ’’
TO : GCMMF (AMUL)
ANAND, GUJRAT
,AMUL
New Delhi
New Delhi
BY
APRIL TO 31
ST MAY, 2008)
N
PREFACE
The PGPM programme is well structured and integrated course of business studies.
The main objective of practical training at PGPM level is to develop skill in student
training helps to gain real life knowledge about the industrial environment and
theoretical knowledge of various subjects in the college but we are practically exposed
of such subjects when we get the training in the organization. It is only the training
through which I come to know that what an industry is and how it works. I can learn
about various departmental operations being performed in the industry, which would,
in return, help me in the future when I will enter the practical field.
Training is an integral part of PGPM and each and every student has to undergo the
training for 2 months in a company and then prepare a project report on the same after
During this whole training I got a lot of experience and came to know about the
management practices in real that how it differs from those of theoretical knowledge
theoretical knowledge is not sufficient. Beside this one need to have practical
knowledge, which would help an individual in his/her carrier activities and it is true
With immense pleasure, I would like to present this project report for Gujrat 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
MANAGEMENT (IIPM), New Delhi , I would like to express my sincere thanks too all those
who
Words are insufficient to express my gratitude toward Mr. Rahul Kumar, the Managing
Director of
AMUL. I would like to give my heartily thanks to Mr. J. K. Joshi, Manager of Administration,
,express my deepest gratitude to the organization guide, Mr. S.K.Chopra , Deputy Manager
(Sales),
Amul India Ltd., New Delhi for having given me the opportunity to do my project work in
the
organization. .
I am very thankful to Mr. Amit Jain, Officer in Charge (Retail) Amul India Ltd., New Delhi
who
helped me at every step whenever needed and arranged all possible visits for me at AMUL
Outlets.
I am very thankful to Mr. Amit Jain, Officer in Charge (Retail) Amul India Ltd., New Delhi
who
helped me at every step whenever needed and arranged all possible visits for me at AMUL
Outlets.
I extend my sincere thanks to Mrs, Veena Kumar Faculty Member, IIPM, New Delhi, 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 my friends for
their support
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.
1.EXECUTIVE SUMMARY04
2.INDUSTRY PROFILE05
3.COMPANY PROFILE08
4.PRODUCT DESCRIPTION17
5.RESEARCH BREIF23
6.MARKET RESEARCH26
7.RESEARCH DESIGN29
8.DATA ANALYSIS35
10SUGGESTION47
11CONCLUSION50
EXECUTIVE SUMMARY
This project was undertaken with the the” Potential of AMUL Prolife & Sugar free ice cream
in
Central Delhi.”
. It also looked into the different factor of stocking decision to the product in the retail
outlets. The
study was conducted at Amul India Ltd, New Delhi. The consumer & outlets preference was
studied
A sample size of 50 to 100 Outlets & respondents was taken for the study, whose
responses were
studied and interpreted .The sampling design was used convenience sampling. The process
of
analysis was done through, frequency table, percentage & pie chart.
To collect the information about the Prolife and sugar free ice cream
To know awareness of people towards Amul Prolife (Probiotic) & Sugar free Ice cream.
To know the preference of Amul Sugar free ice cream with comparison to other
competitive
brands.
To know the factors which affects consumer’s buying behaviour to purchase prolife &
sugar
To collect the detailed data by filling up the questionnaire from the APO’S/A class outlets
or
parlors
To collect information about the AMUL Prolife & Sugar free ice cream by different APO’S
To give suggestion provided by the outlets to the company for improvement of AMUL
The product Prolife and Sugar free ice cream comes under FMCG industry and the company
associated with this product is AMUL which is India’s leading Dairy product company. In this
research I found that, although AMUL Prolife & Sugar free ice cream has a strong position in
the
market but their competitors product are also simultaneously used by the customers.
I also found that customer level of acceptance towards the AMUL products is very high. The
prices
of AMUL Prolife and Sugar free ice cream are nearly same with respect to other ice cream.
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.
Regulation: local, regional, national and international rules and regulations for food
production and
sale, including food quality and food safety, and industry lobbying activities
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
services
Investment requirement of around US$ 15 billion exists in the food processing sector
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
Strategic geographic location (proximity of India to markets in Europe and Far East,
South
Under the food industry, Dairy product is very important part of food processing. Dairy
COMPANY PROFILE
Amul (Anand Milk Union Limited), formed in 1946, is a dairy cooperative movement in
India. It
Federation Ltd. (GCMMF), which today is jointly owned by some 2.6 million milk producers
in
Gujarat, India. It is based in Anand town of Gujarat and has been a sterling example of a
co-
operative organization's success in the long term. 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
In the year 1946 the first milk union was established. This union was started with 250 liters
of milk
per day. In the year 1955 AMUL was established. In the year 1946 the union was known as
KAIRA
DISTRICT CO-OPERATIVE MILK PRODUCERS’ UNION. This union selected the brand
operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by some
2.6
million milk producers in Gujarat, India. It is based in Anand town of Gujarat and has been a
sterling
example of a co-operative organization's success in the long term. 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 brand name Amul means “AMULYA”. This word derived form the Sanskrit word
“AMULYA” which means “PRICELESS”. A quality control expert in Anand had suggested the
brand name “AMUL”. Amul products have been in use in millions of homes since 1946.
Amul
Butter, Amul Milk Powder, Amul Ghee, Amulspray, Amul Cheese, Amul Chocolates, Amul
Shrikhand, Amul Ice cream, Nutramul, Amul Milk and Amulya have made Amul a leading
food
brand in India. (The total sale is Rs. 6 billion in 2005). Today Amul is a symbol of many
things like
of the high-quality products sold at reasonable prices, of the genesis of a vast co-operative
network,
have a proven model for dairy development (Generally known as “ANAND PATTERN”).
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,‟
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
GCMMF recorded a turnover of Rs 2,922 crore last fiscal. Its products include pouch milk,
ultra heat
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
Looking back on the path traversed by Amul, the following features make it a pattern and
model for
emulation elsewhere.
Produce an appropriate blend of the policy makers farmers board of management and
the
Bring at the command of the rural milk producers the best of the technology and harness
its
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
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.
MARKETING RESEARCH
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
DEFINITION
decision making.”
“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.
Defining the Marketing Problem to be tackled and identifying the market research problem
involved
in the task.
and designing a research project that will provide the needed information. It also includes
with the
(3)
manufacturer, the wholesaler and the retailer try to find out four things namely :-
(4)
:-
(a)Primary Data :- Primary datas are those which are gathered specially for the project at
hand, directly – e.g. through questionnaires & interviews. Primary data sources include
company salesman, middleman, consumers, buyers, trade association’s executives & other
(b)Secondary Data :- These are generally published sources, which have been collected
originally for some other purpose. Source are internal company records, government
publication, reports & publication, reports & journals, trade, professional and business
cannot be of much use, collection primary data become necessary. Three widely used
A) Survey
B) Observation
C) Experimentation
interviews.
B) Observation Method :- The research data are gathered through observing and recording
their
technique.
C) Experimental Method :- This method involves carrying out a small scale trial solution to a
problem, while at the same time, attempting to control all factors relevant to the problem.
The
main assumption here is that the test conditions are essentially the same as those that will
be
encountered later when conclusions derived from the experiment are applied to a broader
marketing area.
D) The Panel Research :- In this technique the same group of respondents is contacted for
more
then one occasion; and the information obtained to find out if there has been any in their
taste
demand or they want any special quality, color, size, packing in the product.
a) Preparation of questionnaire
b) Presetting of questionnaire
(5)
f) A table of contents along with charts and diagrams used in the reports
RESEARCH DESIGN
1. RESEARCH PROBLEM
To know the consumer psyche and their behaviour towards AMUL
This study will help in comprehensive analysis of AMUL APO’S /A class outlets. At the same
time it
was intended to find about the potential of Prolife & Sugar free ice cream in different
APO’S, and
Primary sources
Suggestions by Distributor: Each of the distributor should be well informed and the
prospect
Interviews.
Meetings.
Sampling Design
Sampling Technique: - Sampling technique is the convenience sampling. There were many
individual A class outlets & company APO’S involve in different kinds of acceptation toward
the
Sample size: -
To know awareness of people towards Amul Prolife & Sugar free Icecream .
To know the preference of Amul Sugar free ice cream with comparison to other
competitive
brands.
To know the factors which affects consumer’s buying behaviour to purchase prolife &
sugar
free icecream.
To collect the detailed data by filling up the questionnaire from the APO’S/A class outlets
or
parlors
To collect information about the AMUL Prolife & Sugar free ice cream by different APO’S
& A class outlets
To collect detailed information about the price, supply or any required improvement
towards
To give suggestion provided by the outlets to the company for improvement of AMUL
3. Information Requirement
First, I had to know about all the competitors present in the Iceceam
Before going for the survey I had to know the comparative packs and Prices of all the
Since Icecream is a product that attracts children and youngsters hence I had to trace
the
market and segment it, which mainly deals with people of various age groups.
As Icecream is different product, the main information needed is the various types of
icecream available in the market, their calorific value and various other facts. They can be
termed as :
Amul Probiotc prolife & sugar free icecream is different segment which is mainly made
for
those people who are very concern about his health so , I had to trace this segment
classify marketing research on the basis of the fundamental objectives of the research.
Consideration
of the different types, their applicability, their strengths, and their weakness will help the
student to
EXPLORATORY RESEARCH:
Marketing researches devote a significant portion of their work on exploratory studies when
very
CONCLUSIVE RESEARCH
Conclusive studies attempts to determine the frequency with which something occurs or
the
relationship between two phenomenons. Usually conclusive studies assume certain under
underlying
If one wants to know what type of dentifrice people use, what they think of, television
commercials,
or why they buy particular brands of cars, the natural procedure is to ask them. Thus, the
questionnaire method has come to be the more widely used of the two data collection
method. Many
consumers are now familiar with the telephone caller who greets them with “We are
making a
survey”, and then proceeds to ask a series of questions. Some interviews are conducted in
person,
others by telephone, and others by mail. Each of these has its special advantages and
disadvantages
and limitations. The questionnaire method in general, however, has a number of pervasive
A 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. 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
Dicthomus
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.
In this type respondents are free to answer in their own words and express the ideas they
think are
relevant, such questions are good as first questions or opening questions. They introduce
the subject
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. The
whole city was divided into some geographical areas like in Central Delhi and I have
chosen
Dariyagunj, DMRC, NFC, APO’S, A CLASS OUTLETS. The total sample size was 50 -100
outlets .
CLUSTER SAMPLING
Here the whole area is divided into some geographical area and a definite number of
consumers were
to be surveyed.
CONVINIENCE SAMPLING
This type of sampling is chosen purely on the basis of convenience and according to
convenience.I
SAMPLING
Sampling Technique: Non probability sampling technique that in which each element in the
Sample Unit: People who buy Amul Prolife ice cream available in retail outlets,
superstores, etc
Sample size : 50 to 100 APO’S, A class outlets, parlours Consumer (Age ranging
In order to get correct information I had to approach consumers ranging from 15 yrs to
65
yrs.
I visited as many respondents as I can and asked them their real likings about any
iceream
It is really a Herculean task to understand Consumer Behaviour, as the definition suggest,
In order to collect accurate information I visited to APO’S (Amul preferred outlets), A
class outlets, Parlours , , each and every question was filled personally by the respondents
People were not willing to answer, when they were contacted between 1.00 pm to 5.00
pm,
the time when most of the people take rest during the scorching heat.
In order to get correct information I had to approach consumers ranging from 15 yrs to
65
yrs.
I visited as many respondents as I can and asked them their real likings about any
iceream
It is really a Herculean task to understand Consumer Behaviour, as the definition suggest,
In order to collect accurate information I visited to APO’S (Amul preferred outlets), A
class outlets, Parlours , , each and every question was filled personally by the respondents
People were not willing to answer, when they were contacted between 1.00 pm to 5.00
pm,
the time when most of the people take rest during the scorching heat.
INFERENCE
92% respondents in the region of Delhi consume Branded Icecream, while 8% still
From the research I found that in Central Delhi there are about 4 APO’S ,8 A class outlets
&
20-25 small shops who purchase AMUL Prolife & sugar free ice cream/ products.
There are 4 APO’S (AMUL Preferred Outlets) in Central Delhi which are the exclusive
The prices of AMUL Prolife & Sugar free ice cream as par with same other AMUL ice
cream.
The outlets order processing from distributor or company is done by phone or companies
The APO’S & A class outlets have their separate D/F for AMUL ice cream/product.
The logistic involved for making products available to the final customers are tempos
The consumer level of acceptance towards AMUL ice cream/product is very high.
The APO’S & A class outlets did not face any difficulty / problem about supply of materials
During the survey it was found that still there are 60% people who have not
Lake of Awareness in consumers. Many people are not know about Amul Prolife Sugarfree
As I found that the main product of Amul is Milk and company firstly wants to capture
maximum market share in milk market which is approx. 66%, after it Amul is concentrating
upon butter & cheese which has market share of approx. 88%, so it is not concentrating
upon
icecream.
When I interviewed people then many of the people can not recall Amul icecream
There is lake of Sales Promotional Activities i.e. , extra weight, quiz contest etc.
Mother Dairy is main competitor and strategically better performer then Amul.
I find the main thing is that “Amul” brand name has very good image in consumer’s mind
and
People who have tasted Amul Icecream are not ready to purchase the same again
because of
improper availability
In order to maintain and increase the sales in the city of Delhi, the following
First and foremost Amul should take proper action in order to improve service, because
although being on a top slot in Butter and milk supplies it does not get the sales in
icecream,
Company should use brand ambassador which attracts each age segment i.e. Saniya
Mirza,
Amul should give local advertisements apart from the advertisements given at the
national
level. Local advertisement must mention the exclusive Amul shops of the city.
Company should launch Prolife sugarfree icecream in new attractive packing to change
Company should introduce sales promotion schemes like free weight, cutting knife,
contest,
Mix Fruit
Pineapple
Elaichi
Coffee
Banana
Mango
The company needs to improve their packaging material quality. Packaging is one of the
main areas of disagreement with the ice cream because the packaging of the Prolife &
Sugar
Company should have to open more APO’S & A class outlets because total number of
outels
CONCLUSION
As we know that Amul is very big organization and market leader in dairy products. It has
maximum market share in Milk, Butter and Cheese, which are its main/core products. As
we know
With the help of research, company can find out its week points in Prolife icecream product
and can
increase its market share through rectify mistakes. People have believed in Amul’s product
and they
Amul must come up with new promotional activities such that people become aware
about
Quality is the dominating aspect which influences consumer to purchase Amul product,
but
prompt availability of other Prolife Sugar free icecream brands and aggressive
promotional activities by others influences the consumer towards them and also leads to
increase sales.
In comparison to Amul Prolife Sugar free ice cream, the other players such as Kwality
Walls, Mother Dairy, and Vadilal provide a better availability and give competition to the
hilt.
People are mostly satisfied with the overall quality of Amul Prolife Sugarfree icecream,
but
for the existence in the local market Amul must use aggressive selling techniques.