Summer Training Project of Fareed Khan

7/30/2019 Summer Training Project of Fareed Khan

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Summer Training Project On

Market research of

Amul.curd & promotion of

Amul pro & competitors

study of Amul

Submitted To

ANJUMAN I ISLAMs ALLANA INSTITUTE OF MANAGEMENT STUDIES

Required For Partial Fulfillment of M.M.S. Program

By

Farid Rasheed khan

DIVC

Roll No18

Under The Guidance Of

(Ankush deshmukh)

DesignationTerritory sales officer

Organizations Name:-AMUL IDIA

&

Under The Mentorship Of

Prof. Farha khan

For The Academic Year:-2012-2013


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CERTIFICATE

This is to certify that the study presented by FARID RASHEED KHAN to the

Anjuman-I-Islams Allana Institute of Management Studies, in part completion of

the MMS under the title Market research of Amul.curd & promotion of Amulpro & competitors study of Amul has been done under the guidance of Prof.

FARHA KHAN and Deputy Manager cum Branch Manager Mr.Vishal Anand,

Amul India, Mumbai.

The project is in the nature of original work that has not so far been submitted for

any program of Anjuman-I-Islams Allana Institute of Management Studies or any

other University / Institute. References of work and related sources of information

have been given at the end of the project.

(Pro.Farha khan)

(Director)

Anjuman-I-Islams Allana Institute Of management

studies, Mumbai.


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AKNOWLEDGEMENT

It has been great pleasure for me to work as a summer trainee in an esteemed organization likeAmul India, which made me aware of the culture followed in the organization and gave me a

great exposure.

The project work has been made possible through direct and indirect co-operation of various

persons for whom I wish to express my appreciation and gratitude.

I shall remain grateful to Prof. Farha khan for her incisive support and objective guidance during

the project. I am also grateful for the kind co-operation and guidance provided by our

Director Prof. Mr.Lukman Patel and Project Guide Prof. Farha khan without which the project

could not have been completed successfully.

Once again I express my gratitude to Deputy Manager cum Branch manager Mr.Vishal Anand,

Amul India, Mumbai for their kind co-operation.

Last but not the least I thank my parents and friends who gave me moral support throughout.

Thank to you all.

FARID RASHEED KHAN

C-18,M.M.S. 1st yr, AIAIMS


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CONTENTS

S.No TOPIC Pg.No.

1 The Birth Of Amul 04

2 The Amul Model 05

3 About GCMMF 07

4 GCMMF An Overview 09

5 GCMMF Member Unions 10

6 GCMMF Sales Turnover 11

7 The Amul Product Range 12

8 Awards 14

9 Exports 15

10 Task 1 : How To Increase Sale of Amul Prolife Probiotic Lassee ? 17

11 What are Probiotics ? 18

12 Probiotics An Indian Scenario 30

13 Global Scenario of Probiotics 32

14 About Amul Prolife Lassee 33

15 Objectives Of the Task 35

16 Learnings and Experiences During the Task 36

17 Problems/Challenges 37

18 Corrective Actions 38

19 Report for Task 1 39

20 Retailers Responses and Recommendations By The Intern 42

21 Marketing Mix Amul Prolife Lassee 50

22 SWOT Analysis Amul Prolife Lassee 51


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23 Task 2 : Studying the availability of Amul Masti Dahi 52

24 Objectives of the Task 57

25 Result of Task 2 57

26 Comments/Recommendations 60

27 References and Bibliography 62


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PROJECT TITLE

Market research of the Amul curd and Promotion of Amul Pro & competitors study of AMUL

This topic has been selected by me to know problems of amul curd faced by retailers andto know why amul curds sales is not increasing.

This also involved meeting with different retail outlets individuals. This has given meexposure in the real market and to analyse the real market situation.

Another reason is to find out the opportunities that exist in this segment. To accomplish these objectives as whole it involves meeting with different wholesalers,

retailers and customers and collecting feedback from them.

IDENTIFY THE PROBLEM

To study the market to know where Amul masti dahi (curd) is lackinng

Scope of the projectThe project will extend its periphery in proving information about present practices capabilities,vulnerabilities, and future directions of Amuls. It also helps in understanding the market ofMumbai city.

It also entails understanding domestic marketing and product strategies along with the study of

capabilities of competitors and prices quoted by them. Quality, service, and pricing factor ofproducts are also an important part of the study


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Objective of the Project

To study the Amul curds sales is not going to increasen.

To study the competitor market offerings.

To make a comparative study of Amul products with the others.

To study the service provided to the retailers of different brands.

To do promotion of Amul Pro in Mumbai region.

To study the schemes provided by the competitors to the retailers on Amul musti dahi(curd).

To collect the information of the students of 10th & 12th standard who secured high scorein their schools for Amul organized award function for 10 th & 12th student.


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AMUL

Introduction:

AMUL means "priceless" in Sanskrit. Thebrand name Amul," from the Sanskrit"Amoolya was suggested by a quality control expert in Anand. Variants, all meaningpriceless", are found in several Indian languages. Amul (Anand Milk Union Limited),formed in1946, is a dairy cooperative movement in India. It is brand name managed byGujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointlyowned by 3.03 million milk producers inGujarat, India.

The Birth of Amul

It all began when milk became a symbol of protest Founded in 1946 to stop the exploitation by middlemen Inspired by the freedom movement

The seeds of this unusual saga were sown more than 65 years back in Anand, a small town in the

state of Gujarat in western India. The exploitative trade practices followed by the local trade

cartel triggered off the cooperative movement. Angered by unfair and manipulative practices

followed by the trade, the farmers of the district approached the great Indian patriot Sardar

Vallabhbhai Patel for a solution. He advised them to get rid of middlemen and form their own

co-operative, which would have procurement, processing and marketing under their control.

In 1946, the farmers of this area went on a milk strike refusing to be cowed down by the cartel.

Under the inspiration of Sardar Patel, and the guidance of leaders like Morarji Desai and

Tribhuvandas Patel, they formed their own cooperative in 1946.

This co-operative, the Kaira District Co-operative Milk Producers Union Ltd. began with just

two village dairy co-operative societies and 247 litres of milk and is today better known as AmulDairy. Amul grew from strength to strength thanks to the inspired leadership of Tribhuvandas

Patel, the founder Chairman and the committed professionalism of Dr Verghese Kurien,who was

entrusted the task of running the dairy from 1950.

The then Prime Minister of India, Lal Bahadur Shastri decided that the same approach should


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become the basis of a National Dairy Development policy. He understood that the success of

Amul could be attributed to four important factors. The farmers owned the dairy, their elected

representatives managed the village societies and the district union, they employed

professionals to operate the dairy and manage its business. Most importantly, the co-operatives

were sensitive to the needs of farmers and responsive to their demands.

At his instance in 1965 the National Dairy Development Board was set up with the basic

objective of replicating the Amul model. Dr. Kurien was chosen to head the institution as its

Chairman and asked to replicate this model throughout the country.


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The Amul Model

The Amul Model of dairy development is a three-tiered structure with the dairy

cooperative societies at the village level federated under a milk union at the district level

and a federation of member unions at the state level.

Establishment of a direct linkage betweenmilk producers and consumers by

eliminating middlemen

Milk Producers (farmers) control

procurement, processing and marketing

Professional management


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The Amul model has helped India to emerge as the largest milk producer in the world. More than

15 million milk producers pour their milk in 1,44,246 dairy cooperative societies across the

country. Their milk is processed in 177 District Co-operative Unions and marketed by 22 State

Marketing Federations, ensuring a better life for millions.


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1)About Gujarat Co-Operative Milk Marketing Federation Ltd.

Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF), is India's largest food product

marketing organisation with annual turnover (2011-12) US$ 2.5 billion. Its daily milkprocurement is approx 13 million lit (peak period) per day from 16,117 village milk cooperative

societies, 17 member unions covering 24 districts, and 3.18 million milk producer members.

It is the Apex organisation of the Dairy Cooperatives of Gujarat, popularly known as 'AMUL',

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. Its success has not

only been emulated in India but serves as a model for rest of the World. It is exclusive marketing

organisation of 'Amul' and 'Sagar' branded products. It operates through 47 Sales Offices and has

a dealer network of 5000 dealers and 10 lakh retailers, one of the largest such networks in India.

Its product range comprises milk, milk powder, health beverages, ghee, butter, cheese, Pizza

cheese, Ice-cream, Paneer, chocolates, and traditional Indian sweets, etc

GCMMF is India's largest exporter of Dairy Products. It has been accorded a "Trading House"


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status. Many of our products are available in USA, Gulf Countries, Singapore, The Philippines,

Japan, China and Australia. GCMMF has received the APEDA Award from Government of

India for Excellence in Dairy Product Exports for the last 13 years. For the year 2009-10,

GCMMF has been awarded "Golden Trophy' for its outstanding export performance and

contribution in dairy products sector by APEDA.

For its consistent adherence to quality, customer focus and dependability, GCMMF has received

numerous awards and accolades over the years. It received the Rajiv Gandhi National Quality

Award in1999 in Best of All Category. In 2002 GCMMF bagged India's Most Respected

Company Award instituted by Business World. In 2003, it was awarded the The IMC

Ramkrishna Bajaj National Quality Award - 2003 for adopting noteworthy quality management

practices for logistics and procurement. GCMMF is the first and only Indian organisation to win

topmost International Dairy Federation Marketing Award for probiotic ice cream launch in 2007.The Amul brand is not only a product, but also a movement. It is in one way, the representation

of the economic freedom of farmers. It has given farmers the courage to dream. To hope. To live.

2)The Product RangeBreadspreads Amul Butter, Amul Lite, Delicious Table Margarine

Cheese Range

Amul Pasteurized Processed Cheddar Cheese, Amul Processed Cheese

Spread, Amul Pizza (Mozarella) Cheese,Amul Emmental Cheese,

Amul Gouda Cheese, Amul Malai Paneer (cottage cheese), Utterly

Delicious Pizza

Fresh MilkAmul Gold Full Cream Milk 6% fat, Amul Shakti Standardised Milk

4.5% Fat, Amul Taaza Toned Milk 3% fat,Amul Slim & Trim, Amul


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Cow Milk

UHT Milk RangeAmul Gold 4.5% fat Milk, Amul Shakti 3% fat Milk, Amul Taaza

1.5% fat Milk, Amul Lite Slim-n-Trim Milk, Amul Fresh Cream

Milk Powders

Amul Full Cream Milk Powder, Amulya Dairy Whitener, Sagar

Skimmed Milk Powder, Amulspray Infant Milk Food, Sagar Tea and

Coffee Whitener

Milk Drink

Amul Kool Flavoured Milk, Amul Kool Cafe, Amul Kool Koko,Amul

Kool Millk Shaake, Amul Kool Chocolate Milk,Nutramul Energy

Drink

Health Drink Stamina Instant Energy Drink

Brown Beverage Nutramul Malted Milk Food

Curd ProductsAmul Masti Dahi (fresh curd), Amul Masti Spiced Butter Milk,Amul

Lassee, Amul Flaavyo Yoghurt, Amul ProLife Prolife Lassee

Pure Ghee Amul Pure Ghee, Sagar Pure Ghee

Sweetened Condensed

MilkAmul Mithaimate

Mithaee Range (Ethnic

Sweets)

Amul Shrikhand, Amul Mithaee Gulabjamuns, Amul Basundi,Avsar

Ladoos

Ice-cream Sundae Range, probiotic,,sugarfree and probiotic

Chocolate &

Confectionery

Amul Milk Chocolate, Amul Fruit & Nut Chocolate, Amul Chocozoo,

Amul Bindass, Amul Fundoo


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Head Office:

Gujarat Cooperative Milk Marketing Federation Ltd.

Amul Dairy Road,

P B No.10, Anand - 388 001,

Gujarat, India.

Phone: +91-2692-258506, 258507, 258508, 258509

Fax: +91-2692-240208

Email: [email protected]

3)AwardsET-Corporate Citizen Award of the Year 2010-11 to GCMMF

Amul receives Green Globe Foundation Award

Dr. V.Kurien honoured with Life Time Achievement Award

GCMMF receives Srishti's G-Cube Award - 2010

Amul Bags International Dairy Federation Award

Amul Bags Srishti G-cube Award For Good Green Governance - 2009

Amul Pro-Biotic Ice-cream Gets No. 1 Award At World Dairy Summit

Ramkrishna Bajaj National Quality Award - 2003

Qimpro Gold Standard Award - 2003
http://www.amul.com/m/et-awardshttp://www.amul.com/m/green-globe-awardhttp://www.amul.com/m/green-globe-awardhttp://www.amul.com/m/action-at-amul?s=145&yr=2011http://www.amul.com/m/action-at-amul?s=145&yr=2011http://www.amul.com/m/gcmmf-receives-srishtis-g-cube-award-2010http://www.amul.com/m/gcmmf-receives-srishtis-g-cube-award-2010http://www.amul.com/m/international-dairy-federation-awardhttp://www.amul.com/m/international-dairy-federation-awardhttp://www.amul.com/m/amul-bags-srishti-g-cube-award-for-good-green-governance-2009http://www.amul.com/m/amul-bags-srishti-g-cube-award-for-good-green-governance-2009http://www.amul.com/m/amul-pro-biotic-ice-cream-gets-no-1-award-at-world-dairy-summithttp://www.amul.com/m/amul-pro-biotic-ice-cream-gets-no-1-award-at-world-dairy-summithttp://www.amul.com/m/Ramkrishna-Bajaj-National-Quality-Award-2003http://www.amul.com/m/Ramkrishna-Bajaj-National-Quality-Award-2003http://www.amul.com/m/qimpro-gold-standard-awardhttp://www.amul.com/m/qimpro-gold-standard-awardhttp://www.amul.com/m/qimpro-gold-standard-awardhttp://www.amul.com/m/Ramkrishna-Bajaj-National-Quality-Award-2003http://www.amul.com/m/amul-pro-biotic-ice-cream-gets-no-1-award-at-world-dairy-summithttp://www.amul.com/m/amul-bags-srishti-g-cube-award-for-good-green-governance-2009http://www.amul.com/m/international-dairy-federation-awardhttp://www.amul.com/m/gcmmf-receives-srishtis-g-cube-award-2010http://www.amul.com/m/action-at-amul?s=145&yr=2011http://www.amul.com/m/green-globe-awardhttp://www.amul.com/m/et-awards


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Amul - The Taste Of India (GCMMF) Receives International CIO 100 Award For

Resourcefulness

Rajiv Gandhi National Quality Award - 1999

Vidya Awards

Amul Vidya Shree

Award

Amul Vidya Bhushan

Award

4)ExportsGCMMF 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 13 years.

The major export products are:

Consumer Packs

Amul UHT Milk (Long Life)

Amul Gold Extra Cream Milk

Amul Taaza Full Cream MilkAmul Slim and Trim Milk

Amul Pure Ghee

Amul Mithaee Gulabjamun

Nutramul Brown Beverage

Amul Fresh Cream
http://www.amul.com/m/international-cio-100-award-for-resourcefulnesshttp://www.amul.com/m/international-cio-100-award-for-resourcefulnesshttp://www.amul.com/m/international-cio-100-award-for-resourcefulnesshttp://www.amul.com/m/rajiv-gandhi-national-quality-award-1999http://www.amul.com/m/rajiv-gandhi-national-quality-award-1999http://www.amul.com/m/amul-vidya-shree-award-std-10http://www.amul.com/m/amul-vidya-shree-award-std-10http://www.amul.com/m/amul-vidya-shree-award-std-10http://www.amul.com/m/amul-vidya-bhushan-award--std-12-http://www.amul.com/m/amul-vidya-bhushan-award--std-12-http://www.amul.com/m/amul-vidya-bhushan-award--std-12-http://www.amul.com/products/uhtmilk.phphttp://www.amul.com/products/amul-goldextracream-milk-info.phphttp://www.amul.com/products/amul-taazafullcream-milk-info.phphttp://www.amul.com/products/amul-slimntrim-milk-info.phphttp://www.amul.com/products/ghee.phphttp://www.amul.com/products/amul-gulabjamun-info.phphttp://www.amul.com/products/amul-nutramulenergydrink-info.phphttp://www.amul.com/products/freshcream.phphttp://www.amul.com/products/freshcream.phphttp://www.amul.com/products/amul-nutramulenergydrink-info.phphttp://www.amul.com/products/amul-gulabjamun-info.phphttp://www.amul.com/products/ghee.phphttp://www.amul.com/products/amul-slimntrim-milk-info.phphttp://www.amul.com/products/amul-taazafullcream-milk-info.phphttp://www.amul.com/products/amul-goldextracream-milk-info.phphttp://www.amul.com/products/uhtmilk.phphttp://www.amul.com/m/amul-vidya-bhushan-award--std-12-http://www.amul.com/m/amul-vidya-bhushan-award--std-12-http://www.amul.com/m/amul-vidya-shree-award-std-10http://www.amul.com/m/amul-vidya-shree-award-std-10http://www.amul.com/m/rajiv-gandhi-national-quality-award-1999http://www.amul.com/m/international-cio-100-award-for-resourcefulnesshttp://www.amul.com/m/international-cio-100-award-for-resourcefulness


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Amul Kool Beverages

Flavoured Milk

Butter Milk

Lassee

Amulspray

Amul Butter

Amul Shrikhand

Amul Cheese

Amul Malai Paneer

Amul Ice Cream

Bulk Packs

Amul Skimmed Milk PowderAmul Full Cream Milk Powder

Many of the products are now available in different countries.
http://www.amul.com/products/beverage-range.phphttp://www.amul.com/products/Amul-Kool-Flavoured-Milk.phphttp://www.amul.com/products/amul-mustispicedbuttermilk-info.phphttp://www.amul.com/products/amul-lassee-info.phphttp://www.amul.com/products/amul-amulspray-info.phphttp://www.amul.com/products/butter.phphttp://www.amul.com/products/amul-shrikhand-info.phphttp://www.amul.com/products/cheese.phphttp://www.amul.com/products/paneer.phphttp://www.amul.com/products/icecream.phphttp://www.amul.com/products/amul-fcmp-info.phphttp://www.amul.com/products/amul-fcmp-info.phphttp://www.amul.com/products/icecream.phphttp://www.amul.com/products/paneer.phphttp://www.amul.com/products/cheese.phphttp://www.amul.com/products/amul-shrikhand-info.phphttp://www.amul.com/products/butter.phphttp://www.amul.com/products/amul-amulspray-info.phphttp://www.amul.com/products/amul-lassee-info.phphttp://www.amul.com/products/amul-mustispicedbuttermilk-info.phphttp://www.amul.com/products/Amul-Kool-Flavoured-Milk.phphttp://www.amul.com/products/beverage-range.php


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Summer Training Project of Fareed Khan

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