comparative study into sales & distribution of amul dairy & parag dairy.doc

8/9/2019 Comparative Study into Sales & distribution of AMUL DAIRY & PARAG DAIRY.doc

1/103


2/103

DECLARATION

I Rupal Poonia Student of BBA – VI Sem, SIT Meerut hereby declare that the project

report entitled Comp$r$t +e Stu!) to S$%e( & ! (tr but o o" A-UL

DAIRY & PARA4 DAIRY” Project 4u !e -r5 R$#u% S#$rm$ H5O5D5, BBA

Dep$rtme t , SIT -eerut i an ori!inal and authentic "or# done by me and i ba ed

upon the tudy conducted by me$

Thi project report "a underta#en a a part of the M$B$A$ Pro!ram of %PT%, &uc#no"$

RUPAL POONIA

BBA 8I SE-

Ro%% No5 99:;29<

'


3/103

A()*+ &-./-M-*T

I "ould li#e to e pre my heartfelt !ratitude to"ard mana!ement of AM%&, "ho !a1e

me permi ion to do my re earch project $

I am deeply than#ful to SIT for permittin! me to do /rand Re earch Project and

encoura!in! me to complete ucce fully$ I "ould al o li#e to than# “Project 4u !e

-r5 R$#u% S#$rm$ H5O5D5, BBA Dep$rtme t , SIT -eerut, for her #een intere t,

1aluable !uidance, in piration, immen e 2eal for hard "or# and po iti1e outloo# to"ard

the ubject$ Their intellect, per ua i1ene and in i tence on a !ood "or# "ere a !uidin!

li!ht in the dar#ne of my i!norance$

I "ould al o li#e to e pre my incere than# to our D rector Dr5 S$t e !r$ =um$r

"ho ha1e helped me in carryin! out my Re earch project$ &a tly, I "ould li#e than# all

the per on "ho ha1e helped me directly or indirectly in completin! my project

ucce fully$

3


4/103

PREFACE

Project report i a part of BBA Pro!ram, "hich i 1ery helpful in !ettin! practical

#no"led!e in thi !lobali2ation "orld$ *o"4a4day only theoretical #no"led!e i not

enou!h to ucce in life but mo t important "e mu t ha1e practical #no"led!e$ ith the

help of thi project, I came to #no" ho" to apply theoretical #no"led!e in practice$

Main purpo e of thi project i to ha1e a"arene about indu trial en1ironment and to

#no" about different function of an or!ani2ation li#e .i tribution, Production and

Mar#etin!$

I con ider my elf pri1ile!ed that I !ot a chance to #no" in i!ht of the e reputed

company and can up!rade my #no"led!e related to practical a pect of bu ine "orld

"hich i 1ery helpful in my career buildin!$

$

5


5/103

CONTENTS

• - ecuti1e Summary 6

•

Introduction to the Indian .airy Indu try 7

• (ompany Profile of Amul 50

• (ompany Profile of Para! .airy 73

• (ompany Profile of Mother .airy 77

• +bjecti1e of the tudy 83

• Si!nificance of the tudy 85

• Re earch Methodolo!y 89

• Analytical Tool 86

• :indin! ,and .ata interpretation and Analy i 87

• &imitation of the tudy 88

• Su!!e tion and (onclu ion ;7

A e>ure '00

a< =ue tionnaire '0'

b< Biblio!raphy '07

9


6/103

->-(%TIV- S%MMAR?

In today@ competiti1e "orld "hile enterin! in the mar#et it i 1ery nece ary to ha1e

!ood #no"led!e of the potential of a particular mar#et$ The !ro"th of a company i

in1ariably determined not ju t by it trate!y, but on ho" it re pond to the challen!e

it encounter $ +1er the decade many .airy companie ha1e ucce fully countered

e1eral challen!e that ha1e come it "ay "ith inno1ati1e re pon e and continuou

impro1ement, "hich ha1e enabled them to remain table and e1en con1ert ome of

their challen!e into opportunitie $ It i the culture of endurance that ha accorded

Indu try the in i!ht and focu to deal "ith the current economic en1ironment$

.ra"in! from it inner tren!th and belief , .airy (ompanie re ponded by

launchin! e1eral initiati1e acro all their operation in 1ariou !eo!raphie that are

helpin! the !roup achie1e !ro"th e1en in current time $ It i al o thi 1ery trate!ic

culture that "ill propel .airy Indu try to continue on it !ro"th trajectory in year to

come$

The report pro1ide a comprehen i1e in i!ht into the company and al o about the

company@ S +T analy i $ Thi report mainly tudie in detail the 1ariou product

mi trate!ie of the company and al o focu e on the e!mentation of both company

ba ed and indu try ba ed and help in analy2in! the company@ competiti1e

ad1anta!e and the rea on behind it ucce $

6


7/103

INDIAN DAIRY

INDUSTRY


8/103

INTRODUCTION TO THE INDIAN DAIRY

INDUSTRY

T#e 'or%!?( b **e(t !$ r) pro!uc * cou tr) ( *ro' * "$(t $ ! %oo@ * to become

$ e>port po'er#ou(e !e(p te m$jor u$% t) prob%em(555

A Note to our Re$!er(3 the follo"in! information on India dairy ector i reproduced

from India Infoline$com $ India i the "orld lar!e t mil# producin! country and i

!ro"in! fa t, "ith an eye to"ard becomin! a major dairy e porter$ Thi article i helpful

readin! for anyone intere ted better under tandin!$

Co (umer H$b t( $ ! Pr$ct ce(

Mil# ha been an inte!ral part of Indian food for centurie $ The per capita

a1ailability of mil# in India ha !ro"n from '73 !m per per on per day in ';73 to '83!m

in ';;3 and 305 !m in ';;84;;$Thi i e pected to increa e to 3'3!m for 3008$

Co"e1er a lar!e part of the population cannot afford mil#$ At thi per capita con umption

it i belo" the "orld a1era!e of 386 !m and e1en le than 330 !m recommended by the

*utritional Ad1i ory (ommittee of the Indian (ouncil of Medical Re earch$

7

http://www.indiainfoline.com/sect/fdai/cont.htmlhttp://www.indiainfoline.com/sect/fdai/cont.html


9/103


10/103

Still, e1eral con umer in urban area prefer to buy loo e mil# from 1endor due

to the tron! perception that loo e mil# i fre h$ Al o, the current le1el of proce in! and

pac#a!in! capacity limit the a1ailability of pac#a!ed mil#$

The preferred dairy animal in India i buffalo unli#e the majority of the "orld

mar#et, "hich i dominated by co" mil#$ A hi!h a ;8E of mil# i produced in rural

India, "hich cater to 73E of the total population, "herea the urban ector "ith 38E

population con ume 6 E of total mil# produced$ -1en in urban India, a hi!h a 85E of

the con umed mil# come from the unor!ani2ed traditional ector$

Pre ently only '3E of the mil# mar#et i repre ented by pac#a!ed and branded pa teuri2ed mil#, 1alued at about R $8, 000 crore $ =uality of mil# old by unor!ani2ed

ector ho"e1er i incon i tent and o i the price acro the ea on in local area $ Al o

the e 1endor add "ater and cau tic oda, "hich ma#e the mil# unhy!ienic$

-$r@et S e $ ! 4ro't#

Mar#et i2e for mil# G old in loo eH pac#a!ed form< i e timated to be 5 mn MT 1alued

at R 970bn$ The mar#et i currently !ro"in! at round 9E pa in 1olume term $ The mil#

urplu tate in India are %ttar Prade h, Punjab, Caryana, Raja than, /ujarat,

Mahara htra, Andhra Prade h, )arnata#a and Tamil *adu$ The manufacturin! of mil#

product i concentrated in the e mil# urplu State $ The top tate 1i2$ %ttar Prade h,

Punjab, Madhya Prade h, Raja than, Tamil *adu and /ujarat to!ether account for 68E

of national production$

;


11/103

Mil# production !re" by a mere 'E pa bet"een ';97 and ';70$ Since the early

70 , under +peration :lood, production !ro"th increa ed i!nificantly a1era!in! o1er

6E pa$

About 76E of mil# i con umed at the hou ehold le1el "hich i not a part of

commercial dairy indu try$ &oo e mil# ha a lar!er mar#et in India a it i percei1ed to be

fre h by mo t con umer $ In reality ho"e1er, it po e a hi!her ri # of adulteration and

contamination$

The production of mil# product , i$e$ mil# product includin! infant mil# food,

malted food, conden ed mil# chee e tood at 5$07 la#h MT in 3008$ Production of mil# po"der includin! infant mil#4food ha ri en to 3$36 la#h MT in 3008, "herea that of

malted food i at 6000 MT$ (hee e and conden ed mil# production tand at 6000 and

''000 MT re pecti1ely in the ame year$

-$jor P%$)er(

The pac#a!ed mil# e!ment i dominated by the dairy cooperati1e $ /ujarat (o4operati1e

Mil# Mar#etin! :ederation G/(MM:< i the lar!e t player$ All other local dairy

cooperati1e ha1e their local brand G:or e$!$ /o#ul, arana in Mahara htra, Sara in

Raja than, Ver#a in Punjab, Vijaya in Andhra Prade h, Aa1in in Tamil *adu, etc


12/103

P$c@$* * Tec# o%o*)

Mil# "a initially old door4to4door by the local mil#man$ hen the dairy co4

operati1e initially tarted mar#etin! branded mil#, it "a old in !la bottle ealed "ith

foil$ +1er the year , e1eral de1elopment in pac#a!in! media ha1e ta#en place$ In the

early 80 , pla tic pouche replaced the bottle $ Pla tic pouche made tran portation and

tora!e 1ery con1enient, be ide reducin! co t $ Mil# pac#ed in pla tic pouche Hbottle

ha1e a helf life of ju t '43 day , that too only if refri!erated$ In ';; , Tetra Pac# "ere

introduced in India$ Tetra Pac# are a eptic laminate pac# made of aluminum, paper,

board and pla tic$ Mil# tored in tetra pac#and treated under %ltra Ci!h Temperature G%CT< techniDue can be tored for four month

"ithout refri!eration$ Mo t of the dairy co4operati1e in Andhra Prade h, Tamil *adu,

Punjab

and Raja than ell mil# in tetra pac# $ Co"e1er tetra pac#ed mil# i co tlier by R 647

compared to pla tic pouche $ In 3008400 *e tle launched it %CT mil#$ Amul too

relaunched it Amul Taa2a brand of %CT mil#$ The %CT mil# mar#et i e pected to

!ro" at a rate of more than '04'3E in comin! year $

''


13/103


14/103

Sub eDuent to de4canali2ation, e port of ome mil# ba ed product are freely

allo"ed pro1ided the e unit comply "ith the compul ory in pection reDuirement of

concerned a!encie li#eK *ational .airy .e1elopment Board, - port In pection (ouncil

etc$ Bureau of Indian tandard ha pre cribed the nece ary tandard for almo t all

mil#4ba ed product , "hich are to be adhered to by the indu try$

Propo($% to Ame ! t#e --PO

A propo al to rai e the e emption limit for compul ory re!i tration of dairy

plant , from the pre ent '0,000 litre a day to 30,000 litre , i bein! con idered by theAnimal Cu bandry .epartment$ The 76,0004litre limit i li#ely to be rai ed either to

'00,000 litre or '36,000 litre in the amended order$ The ne" order "ould al o do a"ay

"ith the pro1i ion for re4re!i tration$

Pe etr$t o o" m %@ pro!uct(

e tern table pread uch a butter, mar!arine and jam are not 1ery popular in

India$ All India penetration of butterH mar!arine i only 9E$ Thi i al o lar!ely

repre ented by urban area , "here penetration i hi!her at ;E$ In rural area , butterH

mar!arine ha1e penetrated in 3$'E of hou ehold only$ The u e of the e product in the

lar!e metro i hi!her, "ith penetration at '6E$

'5


15/103

Penetration of chee e i almo t nil in rural area and ne!li!ible in the urban area $

Per capita con umption e1en amon! the chee e4con umin! hou ehold i a poor 3$9#! pa

a compared to o1er 30#! in %SA$ The lo"er penetration i due to peculiar food habit ,

relati1ely e pen i1e product and al o non4a1ailability in many part of the country$

Butter, mar!arine and chee e product are mainly manufactured by or!ani2ed ector$

Similarly, penetration of !hee i hi!he t in medium i2ed to"n at 57$3E

compared to 5'$7E in all urban area and 3'$5E in all rural area $ The all India

penetration of !hee i 39$'E$ In relati1e term , penetration of !hee i i!nificantly hi!her

in *orth and e t, "hich are mil# urplu re!ion $ *orth account for 67E of !heecon umption and e t for 35E, South -a t to!ether account for the balance 30E$ A

lar!e part of !hee i made at home and by mallH cotta!e indu try from mil#$ The relati1e

hare of branded product in thi cate!ory i 1ery lo" at around '43E$

Mil# po"der and conden ed mil# ha1e not been able to !arner any i!nificant

con umer acceptance in India a indicated by a 1ery lo" 9$7E penetration$ The

penetration i hi!her at

8$'E in urban area and lo"er at 5$6E in rural area $ ithin urban area , it i relati1ely

hi!her in medium i2ed to"n at 8$6E compared to 7$7E in lar!e metro $

'9


16/103

E>port Pote t $%

India ha the potential to become one of the leadin! player in mil# and mil#

product e port $ &ocation ad1anta!eK India i located amid t major mil# deficit countrie

in A ia and Africa$ Major importer of mil# and mil# product are Ban!lade h, (hina,

Con! )on!, Sin!apore, Thailand, Malay ia, Philippine , Japan, %A-, +man and other

!ulf countrie , all located clo e to India$

T#e m$jor e>port pro!uct(3 1 The product of Amul i bein! e ported in the 90

countrie of the "orld $ Many of the product are no" a1ailable in the %$S$A , /ulf

countrie and Sin!apore$ Amul product are bein! e ported to the Sin!apore ince la tthree decade $ %ndoubtedly, Amul i the preferred ta te of Indian in the /ulf countrie $

Lo' Co(t o" Pro!uct o K

Mil# production i cale in en iti1e and labour inten i1e$ .ue to lo" labour co t, co t of

production of mil# i i!nificantly lo"er in India$

(oncern in e port competiti1ene are u$% t)3 Si!nificant in1e tment ha to be

made in mil# procurement, eDuipment , chillin! and refri!eration facilitie $ Al o, trainin!

ha to be imparted to impro1e the Duality to brin! it up to international tandard $

Pro!uct + t)3 To ha1e an e portable urplu in the lon!4term and al o to maintain co t

competiti1ene , it i imperati1e to impro1e producti1ity of Indian cattle$

There i a 1a t mar#et for the e port of traditional mil# product uch a !hee,

paneer, hri#hand, ra a!ula and other ethnic "eet to the lar!e number of Indian

cattered all o1er the "orld$

'6


17/103

I ! $?( e>port( o" m %@ pro!uct(

De(cr pt o

6 u$ t t), - T53 8$%ue, R(5

m %% o 7

.//:10/ ./0/100 ./0910<

u$ t t) 8$%ue u$ t t) 8$%ue u$ t t) 8$%ue S@ mme!m %@ po'!er


18/103


19/103

Mafco &imited ell &a i under the Aarey brand and fla1ored mil# under the

-ner!ee franchi e Gin the e tern re!ion, mainly in Mumbai


20/103

Butter

Mo t Indian prefer to u e home made "hite butter Gma##han< for rea on of ta te and

affordability$ Mo t of the branded butter i old in the to"n and citie $ The major brand

are Amul, Vijaya, Sa!ar, *andini and Aarey$ Amul i the leadin! national brand "hile the

other player ha1e !reater hare in their local mar#et $ The late t entrant in the butter

mar#et ha been Britannia$ Britannia ha the ad1anta!e of a "ide di tribution reach and

a tron! brand recall$

Priced at par "ith the Amul brand, it i e pected to !i1e tiff competition to the e i tin!

player $ In 3008400 the butter production i e timated at 9 la#h MT of thi only 96) MTi in the "hite form u ed for table purpo e re t all i in the yello" form$

C#ee(e

The pre ent mar#et for chee e in India i e timated at about ;,000 tonne and i !ro"in!

at the rate of about '6E per annum$ (hee e i mainly con umed in the urban area $ The

four metro citie alone account for more than 60E of con umption$ Mumbai i the lar!e t

mar#et Gaccountin! for 50E of chee e old in the country


21/103

Dem$ ! "or +$r ou( t)pe( o" c#ee(e t#e I ! $ m$r@et

T)pe o" c#ee(e o" tot$% co (umpt oProce((e! 2/C#ee(e (pre$! 9/-o $re%%$ 0/F%$+ore!GSp ce! 2Ot#er( 2

The major player are Amul, Britannia, and .abon International dominatin! the mar#et$

+ther major brand "ere Vijaya, Ver#a and *andini Gall brand of 1ariou re!ional dairy

cooperati1e < and Vadilal$ The hea1y ad1erti in! and promotion bein! underta#en by

the e ne" entrant i e pected to lead to tron! 30E !ro"th in the e!ment$ Amul ha

al o become more a!!re i1e "ith launch of ne" 1ariant uch a Mo22arella chee e

Gu ed in Pi22a


22/103

C$p$c t) e>p$ ( o C#ee(e

Comp$ ) Br$ !( St$te C$p$c t)D) $m c( 4roup -$ u"$cture( "or Br t$ $ -$#$r$(#tr$ 92 to ( per !$)4C--F Amu% 4uj$r$t ./ to ( per !$)

APDDCF 8 j$)$ A !#r$ Pr$!e(# 0/ to ( per !$)

- %@ Po'!er

Mil# po"der i mainly of 3 type

hole mil# po"der

S#immed mil# po"der

hole mil# po"der contain fat, a di tin!ui hed from #immed mil# po"der, "hich i

produced by remo1in! fat from mil# olid $ S#immed mil# po"der i preferred by diet

con ciou con umer $ .airy "hitener contain more fat than #immed mil# po"der but

le compared to "hole mil# po"der$ .airy "hitener are popular mil# ub titute for

ma#in! tea, coffee etc$

The penetration of the e product in mil# abundant re!ion i dri1en by

con1enience and non peri hable nature Glon!er helf life< of the product$

.airy ector of ad1anced nation e port mil# product "ith a ub idy of N '000

per tone "ith a le1el of ub idy more than 0 E of the price of mil# po"der produced in

India, thi ha led to lar!e cale import of mil# po"der both in "hole and #immed

form$ To protect the dome tic ector from the e ub idi2ed import the central

!o1ernment ha recently increa ed the ba ic import duty on all import of mil# po"der

more than '0000 MT to 0E from '6E$ :or import le than '0000 MT the ba ic

cu tom duty ha been left unchan!ed at '6E$

3'


23/103

In 3008 India i e timated to ha1e imported about '8,000 tonne of mil# po"der a!ain t a

total e timated production of 3$90 &a#h MT $ In 3007408 India i e pected to e port

'0000 MT of #immed mil# po"der due to ri e in international price to N3500 per MT

from la t year le1el of N'900 per MT$ The e e pectation are ba ed on the tron!

demand from Ru ia, -a t A ia and &atin America, and al o on ti!htenin! of upply in

-%, "hich account for 76E of the annual !lobal S#immed Mil# Po"der e port $

- %@ Co%%ect o C)c%e

The ucce of each and e1ery dairy indu try i the !ettin! the mil# from the

farmer and ma#in! that mil# in u e a oon a po ible before that mil# !et poiled

becau e the mil# i the peri hable product$ :or the mooth runnin! the bu ine of dairyindu try the indu try mu t concentrate on the mil# collection cycle$ Amul dairy i 1ery

con ciou about the mil# collection cycle becau e the ba e of the ucce of the Amul i

mil# collection cycle$

Pro!uct o c$p$c t) o" Amu%

Butter 60 to 0 TonePo"der plant 70 tone:la1our mil# 90000 bottle

-$jor P%$)er(

Mil# Po"derH.airy hitener K Major #immed mil# brand are Sa!ar G/(MM:< and

*andini G)arnata#a Mil# :ederation


24/103

The conden ed mil# mar#et ha !ro"n from ;000 MT in 3007 to ''000 MT in 3008$

(onden ed mil# i a popular in!redient u ed in home4made "eet and ca#e $ *e tlO@

Mil#maid i the leadin! brand "ith more than 66E mar#et hare$ The only other

competitor i /(MM: Amul$

I "$ t Foo!(

*e tle i the mar#et leader in the e!ment$ Thi i a cate!ory "here brand loyaltie are

1ery tron! a mother "ant the be t for their babie $ Cein2 i the only other i!nificant

competitor to *e tle in thi e!ment$ *e tlO@ (erelac and *e tum to!ether ha1e around80E mar#et hare and Cein2 :are ha clo e to '8E hare$ or# hard i a relati1ely

ne" entrant "ith it :ir t :ood brand$ oc#hardt al o propo e to launch a ne" baby

food -a um containin! moon! Gmoon! i one of the ea ily di!e tible pul e


25/103

-$jor !$ r) pro!uct( m$ u"$cturer(

Some o" t#e m$jor !$ r) pro!uct( m$ u"$cturer( t#e cou tr)3

Comp$ ) Br$ !( -$jor Pro!uct(Ne(t%e I ! $ L m te! - %@m$ !, Cere%$c,

L$cto*e , - %o,

E+er)!$)

S'eete e! co !e (e! m %@, m$%te!

"oo!(, m %@ po'!er $ ! D$ r)

'# te er- %@ "oo! L m te! - %@ "oo! 4#ee, ce cre$m, $ ! ot#er m %@

pro!uct(Sm t# =% e

Beec#$m L m te!

Hor% c@(, -$%to+$, 8 +$ -$%te! - %@ "oo!, *#ee, butter,

po'!ere! m %@, m %@ "%u ! $ ! ot#er

m %@ b$(e! b$b) "oo!(5I !o!$ I !u(tr e(

L m te!

I !$ $ Co !e (e! m %@, (@ mme! m %@

po'!er, '#o%e m %@ po'!er, !$ r)

m %@ '# te er, c# %%e! $ ! proce((e!

m %@

39


26/103

4uj$r$t Co1

oper$t +e m %@

-$r@et *

Fe!er$t o L m te!

Amu% Butter, c#ee(e $ ! ot#er m %@

pro!uct(

H5 5 He L m te! F$re>, Comp%$ ,

4%$cto(e, Bo em >,

8 t$m %@

I "$ t - %@"oo!, m$%te! - %@"oo!

Br t$ $ - %@m$ F%$+ore! m %@, c#ee(e, - %@ Po'!er,

4#ee

C$!bur) Bour + t$ -$%te! "oo!

36


27/103


28/103

Butter3 hole mil# i fir t eparated into #im mil# and cream by centrifu!al force in a

eparator$ The cream i then pa teuri2ed either throu!h batch proce or a continuou

proce $ In batch proce , cream i heated to a minimum of 790 ( and held at the

temperature for 50 minute , "hile in continuou proce it i heated at 860 ( and i held

for only '6 econd $ The heat treatment de troy bacteria, inacti1ate en2yme and !i1e

the cream a coo#ed fla1our$

After pa teuri2ation, a temperin! proce i applied in "hich cream i held at '00 ( to

allo" rearran!ement of the fat cry tal $ The cream i then churned to produce butter$

(ontinuou churnin! con1ert cream into butter in a fe" minute "hile batch churnin!ta#e a lon!er time$ (ompo ition and colour adju tment i al o done at the churnin! ta!e

and a alt olution i added to !i1e the fini hed butter a alty ta te$ About '5 litre of mil#

"ith E fat i reDuired to produce ' #! of butter$

C#ee(e3 There are thou and of 1arietie of chee e in the "orld$ The type of

manufacturin! proce u ed in the production of chee e determine it fla1our, "hich

ran!e from e tremely mild to 1ery harp, and it te ture, "hich can be emi4 olid to

almo t tone hard$ (hee e ma#in! reDuire four main in!redient 4 !ood Duality mil#,

rennet or coa!ulatin! acid , culture and alt$ (hee e i !enerally made from co" mil#$

About '0 litre of mil# "ith 5E fat i reDuired for ma#in! ' #! of chee e$ *atural (hee e

i made by coa!ulatin! or curdlin! mil#, tirrin! heatin! the curd, drainin! off the

"hey and collectin! or pre in! the curd$ The de ired fla1our and te ture i obtained by

1aryin! the temperature, humidity and time period of the curin! proce $ S"eetened

conden ed mil# i u ually made from fre h mil# by addin! u!ar to the mil# pre4"armin!

37


29/103

and concentratin! the mi ture in the hi!h 1acuum$ The yrupy mil# i then cooled o that

the lacto e cry talli2e a 1ery fine cry tal and then the product i coa!ulated$

Future Pro(pect(

IndiaQ Q dairy ector i e pected to triple it production in the ne t '0 year in 1ie" of

e pandin! potential for e port to -urope and the e t$ Moreo1er "ith T+ re!ulation

e pected to come into force in comin! year all the de1eloped countrie "hich are amon!

bi! e porter today "ould ha1e to "ithdra" the upport and ub idy to their dome tic

mil# product ector$ Al o India today i the lo"e t co t producer of per litre of mil# in

the "orld, at 37 cent , compared "ith the %$S 5 cent , and JapanQ Q N3$8 dollar $ Al oto ta#e ad1anta!e of thi lo"e t co t of mil# production and increa in! production in the

country multinational companie are plannin! to e pand their acti1itie here$ Some of

the e mil# producer ha1e already obtained Duality tandard certificate from the

authoritie $ Thi "ill help them in mar#etin! their product in forei!n countrie in

proce ed form$

The urban mar#et for mil# product i e pected to !ro" at an accelerated pace of around

55E per annum to around R $95,600 crore by year 3008$ Thi !ro"th i !oin! to come

from the !reater empha i on the proce ed food ector and al o by increa e in the

con1er ion of mil# into mil# product $ By 3008, the 1alue of Indian dairy produce i

e pected to be R '0, 00,000 million$ Pre ently the mar#et i 1alued at around R

7, 00,000mn$

38


30/103

Comp$ ) Pro" %e o" A-UL

The Amul – Meanin!

AM%& mean pricele in San #rit $ A Duality control e pert in Anand u!!e ted the

brand name AM%& from the San #rit "ord Amoolya 1ariant , all meanin!

pricele are found in e1eral Indian lan!ua!e $ Amul product ha1e been u ed in

million of home ince ';9 $

Amul butter

Amul mil# po"der

Amul !hee

Amul pray

Amul chee e

Amul chocolate

Amul Ice4 cream

Today Amul i a ymbol of many thin! $ of hi!h – Duality product old at rea onable

price $ : triumph of indi!enou technolo!y $ +f the mar#etin! a11y of a farmer

or!ani2ation $ And pro1en model for dairy de1elopment $

3;


31/103

-OTTO, 8ISION, AND UALITY POLICY

-OTTO

The main motto of AM%& i to help farmer $ :armer "ere the foundation tone of

AM%&$ The y tem "or# only for farmer and for con umer , not for profit$ The main

of AM%& i to pro1ide Duality product to the con umer at minimum co t$ The !oal of

AM%& i to pro1ide ma imum profit in term of money to the farmer $

8ISION

Vi ion of AM%& i to pro1ide and 1ani h the problem of farmer Gmil# producer


32/103

HISTORY

In early ';90@ a farmer in )aira di trict, a el e"here in India, deri1ed hi income

almo t entirely from ea onal crop $ The income from mil# "a paltry and could not be

depended upon$ The main buyer "ere mil# trader of Pol on &td$4a pri1ately o"ned

company that enjoyed monopoly for upply of mil# from )aira to the /o1ernment Mil#

Scheme Bombay$ The y tem lead to e ploitation of poor and illiterate farmer by the

pri1ate trader $ Co"e1er, "hen the e ploitation became intolerable, the farmer "ere

fru trated$ They collecti1ely appealed to Sardar Vallabhbhai Patel, "ho "a a leadin!

acti1i t in the freedom mo1ement$ Sardar Patel ad1i ed the farmer to ell the mil# on

their o"n by e tabli hin! a cooperati1e union, in tated of upplyin! mil# to pri1ate

trader $ Sardar Patel ent the farmer to Shri Morarji .a ai in order to !ain hi (o4

operation and help$ Shri .a ai held a meetin! at Samr#ha@ 1illa!e near Anand, on

5'


33/103

January 9, ';9 $ Ce ad1i ed the farmer to from a ociety for collection of the mil#$The e

1illa!e ocietie "ould collect the mil# them el1e and al o decided price for that "hich

"ould be profitable for them$ The di trict union "a al o from to collect the mil# from

uch 1illa!e cooperati1e ocietie and to ell them$ It "a al o re ol1ed that the

!o1ernment hould a #ed to buy mil# from the union$

Co"e1er, the !o1ernment did not eem to help farmer by any mean $ It !a1e the ne!ati1e

re pon e by turnin! do"n the demand for the mil#$ To re pond to thi action of

!o1ernment, farmer of )aira di trict "ent on a mil# tri#e$ :or '6 day not a in!le drop

of mil# "a old to the trader $ A a re ult the Bombay mil# cheme "a e1erely

affected$ The mil# commi ioner of Bombay then 1i ited Anand to a e the ituation$

:inely he decided to fulfill the farmer demand$ Thu their cooperati1e union "ere

forced at 1illa!e and di trict le1el to collect and ell mil# on a cooperati1e ba i , "ithout

the inter1ention of !o1ernment$ Mr$ Ver!he e )urien had main intere t in e tabli hin!

union "ho "a upported by Shri Tribhu1anda Patel "ho con1inced farmer in formin!the cooperati1e union at the1illa!e le1el$ The )aira .i trict (o4operati1e Mil#

Producer @ %nion@ "a thu e tabli hed in Anand and "a re!i tered formally under

ection '0 of Bombay Act VII of ';36 on .ecember '9, ';9 $ Since then farmer are

ellin! all the mil# in Anand throu!h cooperati1e union$ In ';66 it "a commonly

decided the ell mil# under the brand name Amul@

At the initial ta!e only 360 liter of mil# "a collected e1eryday$ But "ith the

!ro"in! a"arene of the benefit of the co4operati1e4ne the collection of mil#

increa ed$ Today Amul collect 60, 00,000 liter of mil# e1eryday$ A the mil# i

53


34/103

peri hable commodity it became difficult to pre er1e mil# for a lon!er period$ Be ide

"hen the mil# "a to be collected from the far place there "a a fear of poilin! of mil#$

To o1er come thi problem the union thou!ht to de1elop the chillin! unit at 1ariou

junction , "hich "ould collect the mil# and could chill o a pre er1e it a for a lon!er

period$ Thu , today Amul ha more than ' 8 chillin! center in 1ariou 1illa!e $ Mil# i

collected from almo t '0;7 ocietie $

ith the financial help from %*I(-:, a i tance from the !o1ernment of *e"

Uealand under the (olombo plan, of R $ 60 million for factory to manufactory mil#

po"der and butter$ .r$ Rajendara Pra ad, the pre ident of India laid the foundation on

*o1ember 60, ';69$ Shri Pandit Ja"aharlal *ehru, the prime mini ter of India declared it

open at Amul dairy on *o1ember 30, ';66$

A plant to manufacture balanced cattle feed "a formally commi ioned on

+ctober 5', '; 9 by Shri &albahadur Sha tri, the Prime Mini ter of India$ At the reDue t

of the !o1ernment of India, a ne" dairy "ith a capacity to manufacture 90 ton of mil#

po"der and 30 ton of butter a day "a completed in '; 5$ Thi "a meant to meet the

reDuirement of India@ defen e force $ The dairy "a declared open by ShriMorarji .e ai

in April, '; 6$ in ';79, the )aira %nion etup a plant to manufacture hi!h4protein

"eanin! food, chocolate and malted food at Mo!ar, about 8 #m outh of Anand$

In September, ';8', the econd cattle feed plant at )anjari@ "ere tarted$ The

ucce ion of the co4!eneration project on September '', ';86, mar#ed a mile tone on the

ener!y front "hen t"o !a turbine !enerator of '$6 M each ba ed on natural !a , "ere

commi ioned$ +n +ctober 5', ';;3, .r$ V$ )urien chairman, *ational .airy

55


35/103

.e1elopment Board, laid the foundation of )aira %nion@ third dairy "ith a proce in!

capacity of $6 la#h liter of mil# a day$ or# on the third dairy and chee e plant at

)hatraj@ "ith capacity for 30 Metric Ton of chee e per day, be!an in :ebruary, ';;9$

Al o in ';;9, )aira %nion put up bread pread plant at Mo!ar@ "ith the a i tance from

*ational .airy .e1elopment Board$

/ujarat (ooperati1e Mil# Mar#etin! :ederation G/(MM:< i India lar!e t food

product mar#etin! or!ani2ation$ It i a tate le1el ape body of mil# cooperati1e in

/ujarat "hich aim to pro1ide remunerati1e return to the farmer and al o er1e the

intere t of con umer by pro1idin! Duality product "hich are !ood 1alue for money$

59


36/103

-ember(3 '5 di trict cooperati1e mil# producer

%nion

No5 o" Pro!ucer -ember(3 3$ million

No5 o" 8 %%$*e Soc et e(3 '3,7;3

Tot$% - %@ #$ !% * c$p$c t)3 '0$' million litre per day

- %@ co%%ect o 3$58 billion litre

- %@ co%%ect o $6 million litre

- %@ Dr) * C$p$c t)3 6;9 Mt $ per day

C$tt%e "ee! m$ u"$ctur * C$p$c t)3 3 90 Mt per dayAbout -$c# er)

In AM%& – 5 production of po"der, Butter and Mil# are bein! done

continuou ly$ The e production are done by late t machinerie eDuipped "ith

computer y tem and it i handled by one technician $

4 The Mil# pa teuri2er machine belon! to A%"$ %e+e% comp$ ) of Pu e4 Po"der plant machinerie belon! to L & T L$r(o $ ! Turbo company

of India4 Butter production machinerie belon! to S545comp$ ) o" (' tr %$ ! and

other 4 Butter manufacturin! production machinerie belon! to S mo Fere(

com5o" Fr$ ce

+R/A*ISATI+* STR%(T%R- +: AM%&

Bo$r! o" D rector

CHAIR-AN

-ANA4IN4 CHAIR-AN

56


37/103

4ENERAL -ANA4ER

ASSISTANT 4ENERAL -ANA4ER

-ANA4ER

DEPUTY -ANA4ER

ASSISTANT -ANA4ER

SENIOR EJECUTI8E

SENIOR OFFICER

SENIOR ASSITANT

OR=ERS

4r$!e 6 Ato E7

$

5


38/103

57


39/103

S$%e( Tur o+er

S$%e( Tur o+er R( 6m %% o 7 US K 6 m %% o 7

300040' 33688 600

300'403 355 6 600

3003405 37967 676

3005409 38;9' '

3009406 3;336 73

300640 5775 860

300 407 93778 '060

3007408 63669 '536

300840; 7''5 '609

300;4'0 80065 '700

30'04'' ;7793 3'73

30''4'3 '' 80 3600

30'34'5 '57560 3690

30'54'9 '8'959 5039

58


40/103

L (t o" Pro!uct( -$r@ete! 3

Bre$! (pre$!(3

• Amul Butter

• Amul &ite &o" :at Bread pread

• Amul (oo#in! Butter

C#ee(e R$ *e3

• Amul Pa teuri2ed Proce ed (heddar (hee e

• Amul Proce ed (hee e Spread

• Amul Pi22a GMo22arella< (hee e

• Amul Shredded Pi22a (hee e

• Amul -mmental (hee e

• Amul /ouda (hee e

•

Amul Malai Paneer Gcotta!e chee e<• %tterly .eliciou Pi22a

- t#$ee R$ *e 6Et# c ('eet(73

• Amul Shri#hand GMan!o, Saffron, Almond Pi tachio, (ardamom<

• Amul Amra#hand

• Amul Mithaee /ulabjamun

• Amul Mithaee /ulabjamun Mi

• Amul Mithaee )ulfi Mi

• A1 ar &adoo

5;

http://www.amul.com/bread-butter.htmlhttp://www.amul.com/bread-lite.htmlhttp://www.amul.com/cheese-cheddar.htmlhttp://www.amul.com/cheese-spreads.htmlhttp://www.amul.com/cheese-mozzarella.htmlhttp://www.amul.com/cheese-emmental.htmlhttp://www.amul.com/cheese-gouda.htmlhttp://www.amul.com/desserts-shrikhand-.htmlhttp://www.amul.com/desserts-gulabjamun.htmlhttp://www.amul.com/desserts-jamunmix.htmlhttp://www.amul.com/desserts-kulfi.htmlhttp://www.amul.com/bread-butter.htmlhttp://www.amul.com/bread-lite.htmlhttp://www.amul.com/cheese-cheddar.htmlhttp://www.amul.com/cheese-spreads.htmlhttp://www.amul.com/cheese-mozzarella.htmlhttp://www.amul.com/cheese-emmental.htmlhttp://www.amul.com/cheese-gouda.htmlhttp://www.amul.com/desserts-shrikhand-.htmlhttp://www.amul.com/desserts-gulabjamun.htmlhttp://www.amul.com/desserts-jamunmix.htmlhttp://www.amul.com/desserts-kulfi.html


41/103

UHT - %@ R$ *e3

• Amul Sha#ti 5E fat Mil#

• Amul Taa2a '$6E fat Mil#

• Amul /old 9$6E fat Mil#

• Amul &ite Slim4n4Trim Mil# 0E fat mil#

• Amul Sha#ti Toned Mil#

• Amul :re h (ream

• Amul Sno"cap Softy Mi

Pure 4#ee3

• Amul Pure /hee

• Sa!ar Pure /hee

• Amul (o" /hee

I "$ t - %@ R$ *e3

• Amul Infant Mil# :ormula ' G04 month <

• Amul Infant Mil# :ormula 3 G month abo1e<

• Amul pray Infant Mil# :ood

- %@ Po'!er(3

• Amul :ull (ream Mil# Po"der

• Amulya .airy hitener

90

http://www.amul.com/fresh-tazza.htmlhttp://www.amul.com/fresh-gold.htmlhttp://www.amul.com/fresh-slim.htmlhttp://www.amul.com/fresh-cream.htmlhttp://www.amul.com/cooking-sagar.htmlhttp://www.amul.com/cooking-sagar.htmlhttp://www.amul.com/powder-milkfood.htmlhttp://www.amul.com/powder-milkpowder.htmlhttp://www.amul.com/powder-dairy.htmlhttp://www.amul.com/fresh-tazza.htmlhttp://www.amul.com/fresh-gold.htmlhttp://www.amul.com/fresh-slim.htmlhttp://www.amul.com/fresh-cream.htmlhttp://www.amul.com/cooking-sagar.htmlhttp://www.amul.com/cooking-sagar.htmlhttp://www.amul.com/powder-milkfood.htmlhttp://www.amul.com/powder-milkpowder.htmlhttp://www.amul.com/powder-dairy.html


42/103

• Sa!ar S#immed Mil# Po"der

S'eete e! Co !e (e! - %@3

• Amul Mithaimate S"eetened (onden ed Mil#

Fre(# - %@3

• Amul Taa2a Toned Mil# 5E fat

• Amul /old :ull (ream Mil# E fat

• Amul Sha#ti Standardi2ed Mil# 9$6E fat

• Amul Slim Trim .ouble Toned Mil# '$6E fat

• Amul Saathi S#immed Mil# 0E fat

• Amul (o" Mil#

Cur! Pro!uct(3

• ?o!i S"eetened :la1oured .ahi G.e ert<

• Amul Ma ti .ahi Gfre h curd<

• Amul Ma ti Spiced Butter Mil#

• Amul &a ee

9'

http://www.amul.com/powder-skimmilk.htmlhttp://www.amul.com/cooking-mithai.htmlhttp://www.amul.com/fresh-tazza.htmlhttp://www.amul.com/fresh-gold.htmlhttp://www.amul.com/cooking-mastidahi.htmlhttp://www.amul.com/powder-skimmilk.htmlhttp://www.amul.com/cooking-mithai.htmlhttp://www.amul.com/fresh-tazza.htmlhttp://www.amul.com/fresh-gold.htmlhttp://www.amul.com/cooking-mastidahi.html


43/103

Amu% Ice cre$m(3

• Ro)$% Tre$t R$ *e GButter cotch, Rajbho!, Malai )ulfi<

• Nut1o1-$ $ R$ *e G)aju .ra# h, )e ar Pi ta Royale, :ruit Bonan2a, Roa ted

Almond<

• N$ture?( Tre$t GAlphan o Man!o, :re h &itchi, Shahi Anjir, :re h Stra"berry,

Blac# (urrant, Santra Mantra, :re h Pineapple<

• Su !$e R$ *e GMan!o, Blac# (urrant, Sundae Ma!ic, .ouble Sundae<

• A((orte! Tre$t G(hocobar, .ollie , :ro ti#, Ice (andie , Tricone, (hococrunch,

Me!a bite, (a atta<• Utter%) De% c ou( GVanilla, Stra"berry, (hocolate, (hoc chip , (a#e Ma!ic<

C#oco%$te & Co "ect o er)3

• Amul Mil# (hocolate

• Amul :ruit *ut (hocolate

Bro' Be+er$*e3

• *utramul Malted Mil# :ood

- %@ Dr @3

• Amul )ool :la1oured Mil# GMan!o, Stra"berry, Saffron, (ardamom, Ro e,

(hocolate<

• Amul )ool (afe

93

http://www.amul.com/icecream/royal.htmlhttp://www.amul.com/icecream/nutomania.htmlhttp://www.amul.com/icecream/nature.htmlhttp://www.amul.com/desserts-chocolates.htmlhttp://www.amul.com/desserts-chocolates.htmlhttp://www.amul.com/healthy-nutramul.htmlhttp://www.amul.com/icecream/royal.htmlhttp://www.amul.com/icecream/nutomania.htmlhttp://www.amul.com/icecream/nature.htmlhttp://www.amul.com/desserts-chocolates.htmlhttp://www.amul.com/desserts-chocolates.htmlhttp://www.amul.com/healthy-nutramul.html


44/103

PRODUCTION &OPERATION DEPART-ENT

INTRODUCTION

Production mana!ement i refer to the proce of correction of pa t mi ta#e catchin! up

"ith the ne" techniDue , ta#in! up tep "ith de1elopin! techniDue and ta#in! mea ure

for the production of !ood at competiti1e co t$

The ba ic philo ophy of production mana!ement i to launch a frontal attac# on

direct co t and effecti1e u e the a1ailability manpo"er "ea1in! ne" techniDue in to the

"hole to #eep the production unit efficient and de1elopin! production mana!ement i the

proce of plannin!, or!ani2in!, directin! and controllin!$

The Amul i tarted "ith only 360 liter of mil# per day$ But no" Amul collect

a1era!e ; la#h of liter mil# per day$ At the initial ta!e, Amul ha not any problem

re!ardin! mil#, but in the "inter ea on there "a e ce upply of mil#$ So, Amul ha to

ell out that e ce mil# at the lo" price or Amul ha to face lo $ To remo1in! the e

problem Amul ta#e deci ion to et up a plant to proce the urplu mil# butter and mil#

po"der$

Today the Amul ha three plant )no"n a Amul ', 3 5 all three plant "or# 39

hour a day continuou ly$ The all manufacturin! proce i done automatically$ The

production i done in the pecial machine $ The e machine and the technolo!y are

import4id from the TR:TA P-A) (ompany$ There i al o facility of chillin! of mil#, o

that the mil# remain u able$

Today three plant of AM%& perform different function$

95


45/103

AM%& – ' pre ently it i u e a a !o do"n for torin! ra" material $'$ AM%& – 3 Today in thi unit, the production proce of /hee and pac#in! are

runnin! $3$ AM%& – 5 Thi unit i producin! AM%& butter, AM%& pray po"der, and

fla1ored mil#$

+r!ani2ation Structure

Mana!in! .irector

/eneral Mana!er

.airy Plant A tt$ /$ M$

Mana!er Mana!er +fficer A$M$

GProduction< G-n!$< G-n!$<

.y$ Mana!er or#er +fficer

G-n!$<

A$M$ Technician

G-n!$<

-n!$ or#er

+fficer

Technician

-n!$ or#er

99


46/103

- %@ Co%%ect o C)c%e

The ucce of each and e1ery dairy indu try i the !ettin! the mil# from the

farmer and ma#in! that mil# in u e a oon a po ible before that mil# !et poiled

becau e the mil# i the peri hable product$ :or the mooth runnin! the bu ine of dairy

indu try the indu try mu t concentrate on the mil# collection cycle$ Amul dairy i 1ery

con ciou about the mil# collection cycle becau e the ba e of the ucce of the Amul i

mil# collection cycle$

Pro!uct o c$p$c t) o" Amu%Butter 60 to 0 TonePo"der plant 70 tonePo"der plant 0 tone:la1our mil# 90000 bottle

About -$c# er)

In AM%& – 5 production of po"der, Butter and Mil# are bein! done

continuou ly$ The e production are done by late t machinerie eDuipped "ith

computer y tem and it i handled by one technician $

4 The Mil# pa teuri2er machine belon! to A%"$ %e+e% comp$ ) of Pu e

4 Po"der plant machinerie belon! to L & T L$r(o $ ! Turbo companyof India

4 Butter production machinerie belon! to S545comp$ ) o" (' tr %$ ! andother

4 Butter manufacturin! production machinerie belon! to S mo Fere(com5o" Fr$ ce

96


47/103

Amu% . R$' Recept o Doc@

Reception doc# i the 1ery fir t department of any dairy "here mil# i unloaded and

imultaneou ly te ted $ Amul43 ha a "ell de i!ned RMR. , ituated in the "e t "in! of

dairy $ Ra" mil# at Amul4 3 i recei1ed mainly throu!h can $ There are 3 reception line

for unloadin! mil# can in Amul – 3 $ About 0 E of reception i of buffalo mil# and

remainin! 90E i co" mil# $

F%o' c#$rt o" Amu%1. proce((

%nloadin! of can

(hain con1eyer

Remo1al of can lid

Phy ically inception of mil#

Tran fer of mil# to dump tan# G '34'5can H min<

:ilter

ei!hin!

Ra" mil# collection tan# – Amul 45

Pa teuri2ation G At 80 ( for '6 econd <

Standardi2ation

Proce ed mil# ilo

Sent to different production ection mil# pouch pac#in! ection

9


48/103

Butter (ect o

The utterly Butterly .eliciou butter of the Amul i one of the mo t popular product of

Amul dairy alon! "ith the famou butter !irl $ The butter ection i located in Amul 45

"hich manufacture Table Butter , "hite butter and renduced alt butter $ The ection i

completely computer controlled and i eDuipped "ith mo t modern imported

eDuipment $Butter ection 1ery important a it handle fat, "hich i the co tlie t

con tituent $ The cream obtained from proce ection i fully utili2ed for butter ma#in! $

Amul "hite and table Butter i e ported to %SA and 1ariou Middle -a tern countrie $

OPERATION

The cream for manufacturin! Butter i recei1in! from Amul45 proce ection "hile

tandardi2ation of mil# $ In Amul 45 the mil# fat "ill be eparated at abo1e 0 (el iu ,

the centrifu!al eparator inline "ith Mil# pa teuri2er eparate thi a cream $ The cream

thu eparated i pa teuri2ed and then pumped to the cream buffer tan# and to cream ilo

$After a!ein! at 8 (el iu for 39 hr , cream i pumped to cream chillin! unit in the

butter ection $ there the temperature of cream i adju ted to the reDuired churnin!

temperature of continuou Butter Ma#in! Machine$

97


49/103

F%o' c#$rt o" Butter proce(( *

Ra" cream

Pa teuri2er G;0 to ;6 ( <

(oolin! G84; (<

A!ein!G84; (H 39hour <

(ream Balance tan#

PC- G for temperature adju tment at 48 (<

(hurnin! G peed 6004 '300rpm<

Butter /rain butter Mil# ahin! "ith butter mil#

or#in! G 504 70rpm <

3nd

"a hin! "ith butter mil#ilo"or#in!

"hite butter addition alt G 3E< color

'6 #! pac#in!

Blendin!

G 36450 rpm1acuum <

98


50/103

e port!hee butter ection

pac#a!in! line

;$'! bli ter pac# '00! refill pac# '00! refill pac# 900tinGArmy<

Air pac# G3!m<

P$c@ * m$ter $%( u(e! 3

• .elocali2e mar#et.ouble laminated i u ed for e port

• Tin – u ed for 900! Army pac#• (ard board bo 4 u ed for tertiary pac#in!

5ply for ;$' ! "ei!ht pac#a!e6ply for normal e port

Po'!er p%$ t

:456 plant i ituated in Amul 43 near to the rail"ay idin! $ The plant i a in!le ta!e

dryin! plant ha1in! a capacity of 56 T.P$ The plant i not in re!ular u e and mainly u ed

for the manufacturin! of chee e "hey po"der $

:456 (+*.-*SI*/ P&A*T .-TAI&S

Ma#e K SSP ,:aridabad

Type K :allin! film 1ertical tube type

*o of Pre heater K 6

*o of calendria K 7

9;


51/103


52/103

Foo! E er*) 8$%ue

(alorie per '00 ml 4'; $7 #cal

F%$+or(

VA*I&A , Stra"berry, Pineapple, +ran!e, Ro e, Man!o, (hocolate, Coney4.e"4Melon,

Tutee :ruity, &itchi, )e ar Pi ta, )aju .ra# h, Butter cotch, (hocW chip , Rajbho! and

(a he" Brea#$

P$c@$* *

60 ml cup, '00 ml cup, 600 ml pac#,' litre pac#, 9 litre pac#, (hocobar, Ice candie ,

(one and )ulfie $

-ANUFACTURIN4 PROCESS FOR -IL=

-IL= PROCURE-ENT

Total mil# procurement by our Member %nion durin! the year 300 407 a1era!ed 7$36

la#h #ilo!ram G $7 million #!< per day, repre entin! a !ro"th of 9$6 per cent o1er 9$58

la#h #ilo!ram G $9 million #!< per day achie1ed durin! 300640 $ The hi!he t

procurement a u ual "a recorded durin! January 3007 at 89$0; la#h #ilo!ram G8$9

million #!< per day$ Thi increa e in mil# procurement i 1ery impre i1e, #eepin! in

mind the ma i1e lo uffered by our farmer due to

flood durin! the mon oon ea on, pecially in Surat di trict$

6'


53/103

-IL= PROCESSIN4

' Homo*e $t o 3 4 Mil# mu t then be homo!eni2ed$ ithout homo!eni2ation, the

mil# fat "ould eparate from the mil# and ri e to the top$ Mil# fat i "hat !i1e mil# it

rich and creamy ta te$ In thi proce Mil# i tran ferred to a piece of eDuipment called a

homo!eni2er$ In thi machine the mil# fat i forced, under hi!h pre ure throu!h tiny

hole $

3 $ P$(teur $t o K4 Pa teuri2ation i the proce that purifie mil# and help it tay

fre her, lon!er$ Mil# i pa teuri2ed by heatin! it to 73X( for ' econd then Duic#ly

coolin! it to 9X($ Pa teuri2ation i named after &oui Pa teur, the famou cienti t$

63


54/103

5 $A!! * 8 t$m ( F 4 Before homo!eni2ation, 1itamin . i added to all mil#$ Vitamin

. combined "ith the calcium that naturally e i t in mil# help !i1e u tron! bone and

teeth$ .airie al o add Vitamin A to #im, 'E and 3E mil#$ Vitamin A i !ood for our

eye i!ht$

95P$c@$* * - %@ K 4 Mil# i no" ready to be pac#a!ed$ Mil# i pumped throu!h

automatic fillin! machine direct into ba! , carton and ju! $ The machine are carefully

aniti2ed and pac#a!e are filled and ealed "ithout human hand $ .urin! the entire time

that mil# i at the dairy, it i #ept at 'X 4 3X($ Thi pre1ent the de1elopment of e tra

bacteria and #eep the mil# it@ fre he t$

65


55/103


56/103

Supp%) c#$ m$ $*eme t o" A-UL

SUPPLIERS

4C--FMS SUPPLY CHAIN

Processing :

After the union recei1ed the mil#, it "a te ted and if it "a found to be of !ood Duality,

it "a ent for proce in!$ If the mil# "a found to ha1e hi!h acidity, it "a u ed to ma#e

buttermil#$ Ra" mil# "a ent throu!h a filter and clarifier and "a pa teuri2ed$ :or

pa teuri2ation, mil# "a treated at hi!h temperature for a pecified$

0Thi helped in de troyin! the patho!en and in maintainin! the Duality$ After

pa teuri2ation, the mil# "a ent throu!h a eparation machine$ Cere the cream "a

eparated and #immed mil# "a obtained$ Accordin! to the demand, the union pac#ed

the mil# after it "a pa teuri2ed and ent for di tribution$ The cream "a mar#eted a

Amul :re h cream $

66


57/103

Distribution

/(MM: coordinated "ith 1ariou union to !et a re!ular upply of mil# and dairy

product $ The proce ed mil# and dairy product "ere procured from di trict dairy union

and di tributed throu!h third party di tributor $ To en ure Duality and timely deli1erie ,

/(MM: and the di trict union had e1eral mechani m in place$ The V(S con tantly

monitored the deli1erie of the mil# collected and en ured that the mil# "a pic#ed up on

time$ The union monitored the upplie of mil# and the di tribution of fini hed product $

ARE HOUSIN4 3 Amul product are a1ailable in o1er 600,000 retail outlet acro

India throu!h it net"or# of o1er 5,600 di tributor $ There are 97 depot "ith dry and

cold "arehou e to buffer in1entory of the entire ran!e of product $ /(MM: tran act on

an ad1ance demand draft ba i from it "hole ale dealer in tead of the cheDue y tem

adopted by other major :M(/ companie $ Thi practice i con i tent "ith /(MM:

philo ophy of maintainin! ca h tran action throu!hout the upply chain and it al o

minimi2e dumpin!$ hole ale dealer carry in1entory that i ju t adeDuate to ta#e care

of the tran it time from the branch "arehou e to their premi e $ Thi ju t4in4time

in1entory trate!y impro1e dealer return on in1e tment GR+I


58/103

-IL= PROCESSIN4 BLOC=

67


59/103

SUPPLY CHAIN EJPLANATION ITH

DIA4RA-E

DEFINITION OF 8ALUE CHAIN

A per the abo1e dia!ram there are the fir t component i ra" materialK

In our company the ra" material are mil#, po"der for ice cream manufacturin!,

different type of fla1or for ice cream , pac#a!in! material, u!ar etc$ reDuired by the

company for manufacturin!$ In thi tep /(MM: play a 1ery important role it procure

mil# from 1illa!e and for thi it de1elop three type of y tem and that i ocietie at

1ill!e le1el, di trict le1el and tate le1el$

68


60/103

Second component i upplier are the farmer and other ra" material for manufacturin!

the ice cream are pro1ided by MACA* PR+T-I*S &T.$, I.-A& I(- (R-AMS and

BCARAT -SS-*(-$

Thi component i manufacturin! proce "hich i de cribe abo1e$ In mil# proce there

are mainly fi1e tep are reDuired and i$e$ homo!eni2ation, pa teuri2ation, addin!

1itamin , pac#a!in!, torin!$ In thi proce there are al o reDuirement of "arehou e for

torin! the product "hich already made and al o for the ra" material$

The ne t tep i the di tribution channel in "hich /(MM: play 1ery important role in

that$ It handle all the mar#etin! for AM%& product $ /(MM: product "ere mar#eted

throu!h 60 ale office located acro India to 9,000 toc#i t $ The e toc#i t upplied

the product to more than 600,000 retail outlet $

6;


61/103

The ne t tep i the cu tomer in thi cate!ory there are re taurant include $ Al o the

retail hop and "hole eller are included$

The la t tep i the con umer in "hich the actual ho e hold are included in thi cate!ory$

Our Pro!uct

A-UL mean "priceless" in San #rit$ The brand name LAmul,L from the San #rit

LAmoolya,L "a u!!e ted by a Duality control e pert in Anand Variant , all meanin!

Lpricele L, are found in e1eral Indian lan!ua!e $ Amul product ha1e been in u e in

million of home ince ';9 $ Amul Butter, Amul Mil# Po"der, Amul /hee, Amul pray,

Amul (hee e, Amul (hocolate , Amul Shri#hand, Amul Ice cream, *utramul, Amul

Mil# and Amulya ha1e made Amul a leadin! food brand in India$ GTurno1erK R $ '8'959

Million in 30'54'9


62/103

C#ec@ out t# ( +$(t $ ! e+er1*ro' * r$ *e o" ?t$(te"u%? Amu% !e%ect$b%e

P%e$(e c% c@ #ere to !o' %o$! t#e %$te(t PRODUCT DETAILER 5

Bre$! Spre$!(

Amu% Butter

%tterly Butterly

.eliciou

Amu% L te

&o" fat, lo" (hole terol

Bread Spread

De% c ou( T$b%e

-$r*$r e

The .eliciou "ay to eat

healthy

- %@ Dr @(

Amu% =oo%

(hill your .il

Amu% =oo% C$"e

=oo% =o@o

A deli!ht to (hocolate

&o1er $ .eliciou

(hocolate ta te

Nutr$mu% E er*) Dr @

A drin# for )id 4 pro1ide

ener!y to uit the need of

!ro"in! )id

Amu% =oo% C#oco%$te

- %@

Amu% =oo% F%$+oure!

Bott%e! - %@

'

http://www.amul.com/productdetailer.pdfhttp://www.amul.com/bread-butter.htmlhttp://www.amul.com/bread-lite.htmlhttp://www.amul.com/bread-delicious.htmlhttp://www.amul.com/bread-delicious.htmlhttp://www.amul.com/amulkool.htmlhttp://www.amul.com/amulkoolcafe.htmlhttp://www.amul.com/amulkoolkoko.htmlhttp://www.amul.com/nutramulenergymilk.htmlhttp://www.amul.com/fresh-chocolate.htmlhttp://www.amul.com/fresh-chocolate.htmlhttp://www.amul.com/fresh-flavoured.htmlhttp://www.amul.com/fresh-flavoured.htmlhttp://www.amul.com/fresh-flavoured.htmlhttp://www.amul.com/fresh-chocolate.htmlhttp://www.amul.com/nutramulenergymilk.htmlhttp://www.amul.com/amulkoolkoko.htmlhttp://www.amul.com/amulkoolcafe.htmlhttp://www.amul.com/amulkool.htmlhttp://www.amul.com/bread-delicious.htmlhttp://www.amul.com/bread-lite.htmlhttp://www.amul.com/bread-butter.htmlhttp://www.amul.com/productdetailer.pdfhttp://www.amul.com/bread-butter.htmlhttp://www.amul.com/bread-lite.htmlhttp://www.amul.com/bread-delicious.htmlhttp://www.amul.com/bread-delicious.htmlhttp://www.amul.com/amulkool.htmlhttp://www.amul.com/amulkoolcafe.htmlhttp://www.amul.com/amulkoolkoko.htmlhttp://www.amul.com/nutramulenergymilk.htmlhttp://www.amul.com/fresh-chocolate.htmlhttp://www.amul.com/fresh-chocolate.htmlhttp://www.amul.com/fresh-flavoured.htmlhttp://www.amul.com/fresh-flavoured.html


63/103

Amu% =oo% F%$+oure!

Tetr$ P$c@

Amu% -$(t Sp ce!

Butterm %@

Amul introduce the Be t

Thir t =uenchin! .rin#

Amu% =oo% T#$ !$

Po'!er - %@

Amu% Spr$) I "$ t

- %@ Foo!

Still, Mother Mil# i

Be t for your baby

Amu% I (t$ t Fu%%

Cre$m - %@ Po'!er

A dairy in your home

S$*$r S@ mme! - %@

Po'!er

hich i e pecially

u eful for diet

preparation or for u e

by people on lo"

calorie and hi!h protein

diet$

S$*$r Te$ Co""ee

# te er

Amu%)$ D$ r)

3

http://www.amul.com/fresh-flavouredpack.htmlhttp://www.amul.com/fresh-flavouredpack.htmlhttp://www.amul.com/fresh-masti.htmlhttp://www.amul.com/fresh-masti.htmlhttp://www.amul.com/amul-thandai.htmlhttp://www.amul.com/powder-milkfood.htmlhttp://www.amul.com/powder-milkfood.htmlhttp://www.amul.com/powder-milkpowder.htmlhttp://www.amul.com/powder-milkpowder.htmlhttp://www.amul.com/powder-skimmilk.htmlhttp://www.amul.com/powder-skimmilk.htmlhttp://www.amul.com/powder-coffee.htmlhttp://www.amul.com/powder-coffee.htmlhttp://www.amul.com/powder-dairy.htmlhttp://www.amul.com/powder-coffee.htmlhttp://www.amul.com/powder-skimmilk.htmlhttp://www.amul.com/powder-milkpowder.htmlhttp://www.amul.com/powder-milkfood.htmlhttp://www.amul.com/amul-thandai.htmlhttp://www.amul.com/fresh-masti.htmlhttp://www.amul.com/fresh-flavouredpack.htmlhttp://www.amul.com/fresh-flavouredpack.htmlhttp://www.amul.com/fresh-flavouredpack.htmlhttp://www.amul.com/fresh-masti.htmlhttp://www.amul.com/fresh-masti.htmlhttp://www.amul.com/amul-thandai.htmlhttp://www.amul.com/powder-milkfood.htmlhttp://www.amul.com/powder-milkfood.htmlhttp://www.amul.com/powder-milkpowder.htmlhttp://www.amul.com/powder-milkpowder.htmlhttp://www.amul.com/powder-skimmilk.htmlhttp://www.amul.com/powder-skimmilk.htmlhttp://www.amul.com/powder-coffee.htmlhttp://www.amul.com/powder-coffee.htmlhttp://www.amul.com/powder-dairy.html


64/103

# te er

The Riche t, Pure t

.airy hitener

Fre(# - %@

Amu% Fre(# - %@

Thi i the mo t hy!ienic

mil# a1ailable in the

mar#et$ Pa teuri ed in

tate4of4the4art proce in!

plant and pouch4pac#ed

for con1enience$

Amu% 4o%! - %@

Amu% T$$ $ Doub%e

To e! - %@

Amu% L te S% m $ ! Tr m

- %@

Amu% Fre(# Cre$m Amu% S#$@t To e! - %@

Amu% C$%c

5

http://www.amul.com/powder-dairy.htmlhttp://www.amul.com/fresh-fmilk.htmlhttp://www.amul.com/fresh-gold.htmlhttp://www.amul.com/fresh-tazza.htmlhttp://www.amul.com/fresh-tazza.htmlhttp://www.amul.com/fresh-slim.htmlhttp://www.amul.com/fresh-slim.htmlhttp://www.amul.com/fresh-cream.htmlhttp://www.amul.com/fresh-shakti.htmlhttp://www.amul.com/amulcalciplus.htmlhttp://www.amul.com/amulcalciplus.htmlhttp://www.amul.com/fresh-shakti.htmlhttp://www.amul.com/fresh-cream.htmlhttp://www.amul.com/fresh-slim.htmlhttp://www.amul.com/fresh-tazza.htmlhttp://www.amul.com/fresh-gold.htmlhttp://www.amul.com/fresh-fmilk.htmlhttp://www.amul.com/powder-dairy.htmlhttp://www.amul.com/powder-dairy.htmlhttp://www.amul.com/fresh-fmilk.htmlhttp://www.amul.com/fresh-gold.htmlhttp://www.amul.com/fresh-tazza.htmlhttp://www.amul.com/fresh-tazza.htmlhttp://www.amul.com/fresh-slim.htmlhttp://www.amul.com/fresh-slim.htmlhttp://www.amul.com/fresh-cream.htmlhttp://www.amul.com/fresh-shakti.htmlhttp://www.amul.com/amulcalciplus.html


65/103

C#ee(e

Amu% P$(teur (e!

Proce((e! C#ee(e

'00E Ve!etarian (hee e

made from microbial

rennet

Amu% C#ee(e Spre$!(

Ta ty (hee e Spread in 5

!reat fla1our $

Amu% Emme t$% C#ee(e

The /reat S"i (hee e

from Amul, ha a "eet4dry

fla1our and ha2elnut aroma

Amu% P $ -o $re%%$

C#ee(e

Pi22a chee e$$$ma#e !reat

ta tin! pi22a Y

4ou!$ C#ee(e

For Coo@ *

Amu% G S$*$r Pure 4#ee

Made from fre h cream$

Ca typical rich aroma and

!ranular te ture$ An ethnic

product made by dairie

"ith decade of e perience$

Coo@ * Butter

9

http://www.amul.com/cheese-cheddar.htmlhttp://www.amul.com/cheese-cheddar.htmlhttp://www.amul.com/cheese-spreads.htmlhttp://www.amul.com/cheese-emmental.htmlhttp://www.amul.com/cheese-mozzarella.htmlhttp://www.amul.com/cheese-mozzarella.htmlhttp://www.amul.com/cheese-gouda.htmlhttp://www.amul.com/cooking-sagar.htmlhttp://www.amul.com/cooking-butter.htmlhttp://www.amul.com/cooking-butter.htmlhttp://www.amul.com/cooking-sagar.htmlhttp://www.amul.com/cheese-gouda.htmlhttp://www.amul.com/cheese-mozzarella.htmlhttp://www.amul.com/cheese-emmental.htmlhttp://www.amul.com/cheese-spreads.htmlhttp://www.amul.com/cheese-cheddar.htmlhttp://www.amul.com/cheese-cheddar.htmlhttp://www.amul.com/cheese-cheddar.htmlhttp://www.amul.com/cheese-spreads.htmlhttp://www.amul.com/cheese-emmental.htmlhttp://www.amul.com/cheese-mozzarella.htmlhttp://www.amul.com/cheese-mozzarella.htmlhttp://www.amul.com/cheese-gouda.htmlhttp://www.amul.com/cooking-sagar.htmlhttp://www.amul.com/cooking-butter.html


66/103

Amu% -$%$ P$ eer

Ready to coo# paneer to

ma#e your fa1ourite

recipe Y

Utter%) De% c ou( P $

- t#$ -$te

S"eetened (onden ed

Mil# –

:ree flo"in! and mooth

te ture$ hite to creamy

color "ith a plea ant ta te$

-$(t D$#

6

http://www.amul.com/cooking-paneer.htmlhttp://www.amul.com/cooking-pizza.htmlhttp://www.amul.com/cooking-mithai.htmlhttp://www.amul.com/cooking-mastidahi.htmlhttp://www.amul.com/cooking-mastidahi.htmlhttp://www.amul.com/cooking-mithai.htmlhttp://www.amul.com/cooking-pizza.htmlhttp://www.amul.com/cooking-paneer.htmlhttp://www.amul.com/cooking-paneer.htmlhttp://www.amul.com/cooking-pizza.htmlhttp://www.amul.com/cooking-mithai.htmlhttp://www.amul.com/cooking-mastidahi.html


67/103

De((ert(

Amu% Ice Cre$m(

Premium Ice (ream made

in 1ariou 1arietie and

fla1our "ith dry fruit

and nut $

Amu% S#r @#$ ! 4444

A deliciou treat , anytime$

Amu% - t#$ee 4u%$b

$mu (

Pure )hoya /ulab

Jamum $$$be t er1ed

pipin! hot$

Amu% C#oco%$te(

The perfect !ift for

omeone you lo1e$

Amu% L$((ee Amu% B$(u !

He$%t# Dr @

Nutr$mu%

Malted Mil# :ood

made from malt e tract

Amu% S#$@t He$%t#

Foo! Dr @

A1ailable in )e ar4

http://www.amulicecream.in/http://www.amul.com/desserts-shrikhand.htmlhttp://www.amul.com/desserts-gulabjamun.htmlhttp://www.amul.com/desserts-gulabjamun.htmlhttp://www.amul.com/desserts-chocolates.htmlhttp://www.amul.com/desserts-lassee.htmlhttp://www.amul.com/desserts-basundi.htmlhttp://www.amul.com/healthy-nutramul.htmlhttp://www.amul.com/health-toned.htmlhttp://www.amul.com/health-toned.htmlhttp://www.amul.com/health-toned.htmlhttp://www.amul.com/healthy-nutramul.htmlhttp://www.amul.com/desserts-basundi.htmlhttp://www.amul.com/desserts-lassee.htmlhttp://www.amul.com/desserts-chocolates.htmlhttp://www.amul.com/desserts-gulabjamun.htmlhttp://www.amul.com/desserts-shrikhand.htmlhttp://www.amulicecream.in/http://www.amulicecream.in/http://www.amul.com/desserts-shrikhand.htmlhttp://www.amul.com/desserts-gulabjamun.htmlhttp://www.amul.com/desserts-gulabjamun.htmlhttp://www.amul.com/desserts-chocolates.htmlhttp://www.amul.com/desserts-lassee.htmlhttp://www.amul.com/desserts-basundi.htmlhttp://www.amul.com/healthy-nutramul.htmlhttp://www.amul.com/health-toned.htmlhttp://www.amul.com/health-toned.html


68/103

ha the hi!he t protein

content amon! all the

bro"n be1era!e

po"der old in India$

Almond and (hocolate

fla1our $

7


69/103

CO-PANY PROFILE OF PARA4 DAIRY

Para! .airy – .elhi "a et up in ';79 under the +peration :lood Pro!ramme$ It i no"

a "holly o"ned company of the *ational .airy .e1elopment Board G*..B


70/103

At Para! .airy, proce in! of mil# i controlled by proce automation "hereby

tate4of4the4art microproce or technolo!y i adopted to inte!rate and completely

automate all function of the mil# proce in! area to en ure hi!h product DualityH

reliability and afety$ Para! .airy i an ISH IS+4;003, IS4'6000 CA((P and IS4'900'

-MS certified or!ani2ation$ Moreo1er, it

=uality A urance &aboratory i certified by *ational Accreditation Board for Te tin!

and (alibration &aboratory G*AB&


71/103


72/103

L (t o" Pro!uct( -$r@ete!3

Bre$! (pre$!(3

• Para! Butter

C#ee(e R$ *e3

• Para! Proce ed (hee e

• Para! Pi22a (hee e

• Para! Paneer

UHT - %@ R$ *e3

• Para! Mil#

• Para! :re h (ream

Pure 4#ee3

• Para! Pure /hee

I "$ t - %@ R$ *e3

• Para! pray Mil# :ood

7'

http://www.amul.com/cheese-spreads.htmlhttp://www.amul.com/cheese-mozzarella.htmlhttp://www.amul.com/fresh-cream.htmlhttp://www.amul.com/cooking-sagar.htmlhttp://www.amul.com/powder-milkfood.htmlhttp://www.amul.com/cheese-spreads.htmlhttp://www.amul.com/cheese-mozzarella.htmlhttp://www.amul.com/fresh-cream.htmlhttp://www.amul.com/cooking-sagar.htmlhttp://www.amul.com/powder-milkfood.html


73/103


74/103

Comp$ ) Pro" %e o" -OTHER DAIRY

Mother .airy "a commi ioned in ';79 a a "holly o"ned ub idiary of the *ational.airy .e1elopment Board G*..B


75/103

.elhi *(R and ha i!nificant pre ence in Ban!alore$ Safal "a al o the fir t brand inIndia to launch fro2en 1e!etable in mid ;0 $ +1er the year , the brand ha !ainedi!nificant cu tomer upport and ha become a hou ehold brand "ith mar#et leader hipand pre ence acro the country$

Safal al o ha a tate of the art plant in Ban!alore "hich produce and ell around 35000MT of a eptic fruit pulp concentrate annually and upplie to note"orthy companie infood proce in! pace li#e (oca (ola, Pep i, %nile1er, *e tle etc$ Safal al o ha a

prominent pre ence acro 90 countrie 1i2$, %SA, -urope, Ru ia, Middle -a t, A ia andAfrica and e port :re h :ruit Ve!etable G/rape , Banana, /her#in, +nion, etc$


76/103

8 ( o & - (( oVi ion 4 Pro1ide Duality food and be1era!e to con umer at affordable price "hileen urin! fair return to the producer $

Mi ion 4 Mother .airy@ herita!e i intrin ically lin#ed to the cooperati1e mo1ement inIndia$ ith determination pride "e "ill continue to er1e our farmer , rural India our con umer $ +ur 1alue reflect "ho "e are "hat "e firmly belie1e in$

To@e - %@ Prem um Fu%% Cre$m - %@ Fu%% Cre$m - %@

76

http://www.motherdairy.com/MotherDairyPages/productdescription.aspx?PRODID=180http://www.motherdairy.com/MotherDairyPages/productdescription.aspx?PRODID=290http://www.motherdairy.com/MotherDairyPages/productdescription.aspx?PRODID=5


77/103

Toe! - %@ St$ !$r! e! - %@ Doub%e Toe! - %@

S@ mme! - %@ Spec $% Toe! - %@ UHT Toe! - %@

L +e % te

7

http://www.motherdairy.com/MotherDairyPages/productdescription.aspx?PRODID=318http://www.motherdairy.com/MotherDairyPages/productdescription.aspx?PRODID=6http://www.motherdairy.com/MotherDairyPages/productdescription.aspx?PRODID=178http://www.motherdairy.com/MotherDairyPages/productdescription.aspx?PRODID=177http://www.motherdairy.com/MotherDairyPages/productdescription.aspx?PRODID=176http://www.motherdairy.com/MotherDairyPages/productdescription.aspx?PRODID=179http://www.motherdairy.com/MotherDairyPages/productdescription.aspx?PRODID=193


78/103


79/103

OB ECTI8E OF THE STUDY

Amul Mother .airy i the mar#et leader of dairy ba ed food product in Meerut (ity$

Amul i the major competitor in the mar#et a!ain t Para! .airy$ It i important to

!et an idea re!ardin! Amul@ Para! .airy po ition$ It "ould not help Amul to

capitali2e on e i tin! potential but al o to formulate trate!ie and to fill the loo#

hole and !ap to fi!ht the competiti1e ituation

The +bjecti1e al o contain K

To determine the con umer preference of Amul Para! dairy product "ith the

help of ome parameter 4Duality, ta te, price, pac#in! tyle$

To compare the dairy product of Amul and Para! dairy on the ba i of abo1e

parameter

78


80/103

SI4NIFICANCE OF THE STUDY

To #no" perception re!ardin! the e dairy product amon! both retailer a "ell a

in the cu tomer $

To %nder tand the terminolo!ie u ed in mar#et by retailer $

.e1elop the u efulne in enhancin! the u ability of the product$

To #no" different ellin! #ill at 1ariou ituation of mar#et$

To !ain #no"led!e about di tribution net"or# of Amul and Para!$

To learn different trate!ie "hich are u ed by retailer in mar#et to con1ince the

cu tomer $

7;


81/103

RESEARCH -ETHODOLO4Y

Methodolo!y for a tudy li#e thi i the mo t important part $The method of tudy

operate by me i totally i to increa e N to !ather the more information re!ardin! thi

project$

The major empha i in uch tudie i on the di co1ery of the idea fruitful

rele1ant information$ A uch the re earch de i!n appropriate for uch tudie mu t be

fle ible enou!h to pro1ide opportunity for con iderin! different a pect of a problem

under tudy$

I collected the information re!ardin! thi project throu!h S-(+*.AR? .ATA

Seco !$r) !$t$ i collected by 1ariou ne" paper and ma!a2ine al o taff$

Since our re earch i de cripti1e type, (o re(e$rc# !e( * ( $%(o !e(cr pt +e5

80


82/103

A $%)t c$% too%(3 Thi tudy i ba ed on collectin! data by u in! "ell4connected

Due tionnaire for con umer from 1ariou demo!raphic e!ment and al o data i

collected u in! econdary ource $ After collectin! data it i arran!ed in the form of

table from analy i and interpretation$ /raph and percenta!e analy i are the main tool

u ed for the purpo e of interpretation$

8'


83/103

LIMITATIONS OF THE STUDY

Thi ur1ey althou!h carried out "ith fulle t po ible effort and de1otion, the

limitation of the time, re ource a1ailable and limited area cho e may lead to limited

repre entation of the uni1er e$ The major limitation from "hich the tudy uffer are a

follo" $

Time (on traintK 4 Time factor ha been a 1ery bi! limitation in the re earchH ur1ey li#e

thi $ The retailer ha1e limited time o they ometime refu e to an "er the Due tionnaire,

al o me a a ur1eyor ha le time to conduct the ur1ey$ So the i2e of the ample "a

re tricted to Meerut city$

Bia ne in InformationK 4 It "a felt that retailer did not come up "ith true re pon e ,

in e1eral ca e the retailer an "ered the Due tion "ith the help of other member and it

"a mo tly in ca e of le educated per on 5

:inancial (on traintK 4 The financial a pect, "hich include the tra1elin! co t, co t of

admini tratin! Due tionnaire and collection of data throu!h other re ource "a al o

co tly$

(on traint re!ardin! the u e of techniDueK 4 The deeper tati tical techniDue uch a

analy i u in! 1ariance, multiple re!re ion etc$, could not be adopted due to the

con traint of time and effort $ So, imple tati tical techniDue "ere u ed to analy2e the

data$

83


84/103

F ! *( & D$t$

terpret$t o

ANALYSIS AND INTERPRETATION OF DATA

85


85/103

I$ hich company dairy product you u e[

I terpret$t o 3

66 percent con umer u e Amul 50 per cent u ed other and la t '6 percent

con umer u ed Para! dairy product $

II$ hich of the product mo tly you !o for[

89


86/103

I terpret$t o 3

Amul /hee u ed con umer 53E, Para! /hee u ed 30E and other 98E$ Mil#

u ed by con umer 38E Amul, 36E Para! and other 97E$ Butter u ed by con umer 58E

Amul, '3E Para! and 90E other $

III$ Are you ati fied "ith your product[

86


87/103

I terpret$t o 3

80E (on umer ati fied "ith their product and 30 E con umer not ati fied their

product $

8


88/103

IV$ hy are you inclined to your product[

I terpret$t o 3

Amul =uality inclined to product by con umer 0E, Para! ati fied 90E$ Brand

preferred by con umer e$!$ 8E Amul and 53E Para!$ Price ati faction "ith con umer

70E Amul and 50E Para!$

87


89/103

V$ .o you li#e any chan!e in product[

I terpret$t o 3

All con umer ati fied "ith their product and ome con umer chan!e product

Ta te by con umer Amul 80E and no30E and Para! "ith ati fied 96E and not ati fied

96E$ Price by con umer Amul 50E and no70E and Para! "ith ati fied 90E and not

ati fied 0E$ Pac#in! by con umer Amul 36E and no76E and Para! "ith ati fied 76E

and not ati fied 36E$ =uality "i e Amul '6E and no 86E and Para! "ith ati fied 0E

and not ati fied 90E$

88


90/103

RETAILER ANALYSIS

I$ In dairy product , "hich company product demand i hi!her[

I terpret$t o 3

60per cent con umer demand for Amul dairy product 50 per cent con umer

preferred other branded product and la t 30 percent con umer preferred Para! dairy

product $

8;


91/103

II$ Rea on\\\\\\\\\\\\\\\\\

I terpret$t o 3

Amul dairy product Pac#in! Style "i e by con umer 80E, Para! preferred 30E$

Brand preferred by con umer e$!$ 70E Amul and 50E Para!$ Ta te preferred by

con umer 8E Amul and 53E Para!$ Price "i e by con umer 0E Amul and 90E Para!$

;0


92/103


93/103

R-(+MM-*.ATI+*S

;3


94/103

R-(+MM-*.ATI+*S

'$ (ompany hould ha1e feed bac# from mar#et and con umer about

the .airy ba ed Product $

3$ The more :la1or of Amul Para! .airy Product hould become

in the Mar#et$

5$ The company pro1ided ome mall cheme for retailer al o$

9$ The company !i1e ome !ift for cu tomer al o$

6$ The company hould a ociate it elf "ith ome !ame or

tournament li#e football, cric#et and o on$

$ (ompany hould pro1ide pon ored eminar mar#et intelli!ence4

(ompany hould maintain the healthy relation hip "ith mar#et di tribution

channel i$e$ "hole eller, di tributor, retailer "hich "ill boo t the brand ima!e$

7$ (ompany hould chec# the mar#et real po ition help the trainee

and other ur1ey or!ani2ation $

8$ (ompany hould launch it "eb ite and u e ne" ad1erti in!

channel F i$e$

] Trailer in cinema hall

] Coardin!

] Spencer any education cholar hip or !ame $

;5


95/103


96/103

ANNEJURE

;6


97/103

;


98/103

UESTIONNAIRE

(%ST+M-RK A..R-SSKNA-E3

I$ hich company dairy product you u e

a< Para! b< Amul

c< +ther

II$ hich of the product mo tly you !o for[

a< /hee b< mil#

c< Butter d< chee e

III$ Are you ati fied "ith your product[

a< ?e b< *o

R-AS+*\

IV$ hy are you inclined to your product[

a< =uality b< brand

c< Price d< ta te

;7


99/103

V$ .o you li#e any chan!e in product

a< ?e b< no

VI$ I* CI(C PARAM-T-RK \\\\\\\\\\\

a< Ta te b< price

c< Pac#in! tyle d< Duality

RETAILER3

NA-E3

ADDRESS3

VII$ In dairy product , "hich company product demand i hi!her[

a< Amul b< Para! dairy c< other

VIII$ Rea on\\\\\\\\\\\\\\\\\

a< Price b< ta te

c< Brand d< pac#in! tyle

I>$ hich product of Amul i preferred by cu tomer [

a< /hee b< mil#

c< (hee e d< butter

e< Any other

;8


100/103

R-AS+*\

a< Price b< ta te

c< =uality d< pac#in! tyle

>$ hich product of Para! dairy i preferred by cu tomer [

a< /hee b< mil#

c< (hee e d< butter

e< Any other

>I$ hich product of amul i preferred lea t by cu tomer [

a< /hee b< mil#

c< (hee e d< butter

e< Any other

>II$ hich of Para! dairy i preferred lea t by cu tomer[

a< /hee b< mil#

c< (hee e d< butter

e< Any other

;;


101/103


102/103

CO-PARATI8E STUDY OF A-UL AND PARA4 DAIRY PRODUCTS

Co (umer Pre"ere ce( P$r$* D$ r) Amu%

4#ee - %@ Butter C#ee(e 4#ee - %@ Butter C#ee(

e

05 Pr ce Ci!h Ci!h Ci!h Ci!h &o" &o" &o" &o"

.5 u$% t) Ci!h Ci!h Ci!h Ci!h /ood /ood /ood /ood

95 T$(te Better Better Better Better /ood /ood /ood /ood


103/103

comparative study into sales & distribution of amul dairy & parag dairy.doc

Documents