For Office Use: Grade

Summer Project on Digital Marketing as a core and Marketing as a whole of KidZania Delhi NCR

Submitted to: - Prof. Parag Rijwani

Submitted by: -

Advit Seth(141403)

Institute of Management, Nirma University

Executive Summery In today’s competitive world while entering in the market it is very necessary to have good knowledge

about the potential of a particular market. The information regarding the activities of competitor’s al-

ready existing in the market so that we can plan our each activity according to that.

The Project was about the content development for the social media websites of KidZania Delhi NCR

and handling digital marketing as a whole for KidZania Delhi NCR. I worked upon content which was

used for social media websites like Facebook, Twitter, and Instagram. Adding to that I managed the

official website of KidZania Delhi NCR and its CMS account. More so I helped my manager to pre-

pare media plan so as to advertise about the company through different mediums like print media, Ra-

dio, Television, Digital Agency, Hoardings, Billboards, events, activations, etc.

Working with the Multi National Company that too at the time of pre launch and post launch of its

new establishment gives an immense learning of working of an organisation. I was lucky enough to

work at that tenure of the company, where other then digital marketing I also got opportunity to work

in the area of event management by managing event, covering event by doing photography and

videography, editing the same, making the jingles for Radio promotion and the last but not least, op-

portunity to work with Mr. Shah Rukh Khan at the time of press conference for the launch of KidZa-

nia Delhi NCR.

Acknowledgement

The internship opportunity I had with KidZania was a great chance for learning and professional de-

velopment. Therefore, I consider myself as a very lucky individual as I was provided with an opportu-

nity to be a part of it.

I am using this opportunity to express my deepest gratitude and special thanks to the Marketing Man-

ager of KidZania Delhi NCR Mr. Sachin Sehgal who in spite of being extraordinarily busy with his

duties, took time out to hear, guide and keep me on the correct path and allowing me to carry out my

project at their esteemed organisation.

I express my deepest thanks to Mr. Viraj Jit Singh, Chief Marketing Officer of KidZania India, for

taking part in the decision making & giving necessary advices and guidance and giving me opportu-

nity to work with such a wonderful organisation. I choose this moment to acknowledge their contribu-

tion gratefully.

Also I would like to express my gratitude to Professor Parag Rijwani, the guide for my Summer In-

ternship for his insightful suggestions, encouragement and constant evaluation during my internship.

COMPANY PROFILE&

ORGNIZATION CHART

Industry Profile:-

The World Dairy Situation:

IDF World Dairy Situation 2016

The International Dairy Federation (IDF) is aware that consumer needs are changing and the dairy

sector must adjust to such demands quickly. The world dairy market is constantly growing and evolv-

ing. Every year, global production is increasing and fulfilling new needs and requirements in regions

and continents around the world.

The IDF World Dairy Situation 2010 has incorporated several changes designed to make it more us-

able and relevant to decision-makers and dairy sector stakeholders concerned with continuously

changing global dairy market conditions. It is also easier to use and reference thanks to its new inno-

vative layout.

This updated edition is the result of close collaboration between experts and key organizations

around the globe and within the IDF. Its contents, including statistics on production, consumption

and trade in all regions of the world, as well as specific observations from IDF member countries, will

help the reader to better understand and deal with the many challenges and opportunities facing the

global dairy market. Many of these are driven by population and income growth, consumer health

concerns and changing dietary patterns worldwide.

Commenting on the World Dairy Situation 2010 report, Bob Yonkers, Chair of the IDF Standing Com-

mittee on Dairy Policies and Economics said: “Despite ups and downs, world trade in dairy products

continues to increase, rising seven per cent in 2009 compared to the previous year. That trend ap -

peared to be continuing in the first half of 2010. New market exchange activity, reported in the

World Dairy Market Forum section of this report, is a reflection of this trend and an expectation that

it will continue. The IDF World Dairy Situation 2010 brings strategic insights into this dynamic and

growing world dairy market for use by producers of farm milk, dairy product manufacturers, and ulti-

mately the end-users of those products around the globe.”

The World Dairy Situation 2010 is considered an essential and very useful resource by the global

dairy community and is presented at the annual IDF World Dairy Summit.

Indian Dairy Industry -- A Profile:

India’s dairy sector is expected to triple its production in the next 10 years in view of expand-

ing potential for export to Europe and the West Moreover with WTO regulations expected to come

into force in coming years all the developed countries which are among big exporters today would

have to withdraw the support and subsidy to their domestic milk product sector. Also India is the

lowest cost producer of per litre of milk in the world, at 27 cents, compared with the US’63 cent. Also

to take advantage of this lowest cost of milk production and increasing production inched country

multinational companies are planning to expand their activities here. Some of those milk producers

have already obtained quality standard certificates from the authorities. This will help them in mar -

keting their products in foreign countries in processed form.

The urban market for milk products is expected to grow at an accelerated pace of around33%

per annum to around Rs.83, 500 crores by year 2010. This growth is going to come from the greater

emphasis on the processed food sector and also by increase in the conversion of milk into milk prod -

ucts. In 2010, the value of Indian dairy produce was Rs 10, 00,000 million. Presently the market is val -

ued at around Rs7, 00,000million.

Co – Operative Unions:

Backward integration of the process led the cooperatives to advances in animal husbandry

and veterinary practice. The system succeeded mainly because it provides an assured market at re-

munerative prices for producers' milk besides acting as a channel to market the production enhance-

ment package. What's more, it does not disturb the agro-system of the farmers. It also enables the

consumer an access to high quality milk and milk products. Contrary to the traditional system, when

the profit of the business was cornered by the middlemen, the system ensured that the profit goes

to the participants for their socio-economic upliftment and common good.

Recently the Indian cooperative movement got a much needed facelift. With competition

snapping at its heels, the sector which has been governed by arcane laws until the recent past will

see a special provision inserted in the companies Act, 1956. All the cooperative unions will be re-

christened cooperative companies; they will come under the purview of the registrar of companies,

instead of the registrar of cooperatives.

Dairy cooperatives account for the major share of processed liquid milk marketed in the

country. Milk is processed and marketed by 170 milk producer’s cooperative unions, which federate

Into 15 state co-operative milk marketing federations.

The dairy board's programs and activities seek to strengthen the functioning of dairy co-operatives,

as producer-owned and controlled organizations. NDDB supports the development of dairy co-opera-

tives by providing them financial assistance and technical expertise, ensuring a better future for In-

dia's farmers.

Over the years, brands created by cooperatives have become synonymous with quality and

value. Brands like Amul (GCMMF), Vijaya (AP), Verka (Punjab), Saras (Rajasthan). Nandini (Kar-

nataka), Milma (Kerala) and Gokul (Kolhapur) are among those that have earned customer confi-

dence.

Some of the major dairy cooperative federations include:-

· Andhra Pradesh Dairy Development Co-operative Federation Ltd (APDDCF)

· Bihar State Co-operative Milk Producers Federation Ltd (COMPFED)

· Gujarat co-operative Milk Marketing Federation Ltd (GCMMF)

· Haryana Dairy Development Cooperative Federation Ltd. (HDDCF)

· Himachal Pradesh State Cooperative Milk Producers Federation Ltd (HPSCMPF)

· Karnataka Cooperative Milk Producers Federation Ltd (KMF)

· Kerala State Cooperative Milk Marketing Federation Ltd (KCMMF)

· Madhya Pradesh State Cooperative Dairy Federation Ltd (MPCDF)

· Maharashtra Rajya Sahkari Maryadit Dugdh Mahasangh (Mahasangh)

· Orissa State Cooperative Milk Producers Federation Ltd (OMFED)

· Pradeshik Cooperative Dairy Federation Ltd (UP) (PCDF)

· Punjab State Cooperative Milk Producers Federation Ltd (MILKFED)

· Rajasthan Cooperative Dairy Federation Ltd (RCDF)

· Tamilndu Cooperative Milk Producers Federation Ltd (TCMPF)

· West Bengal Cooperative Milk Producers Federation (WBCMPF)

The Dairy Cooperative Network

• Includes 170 milk unions

• Operates in over 338 districts

• Covers nearly 1, 08574 village level societies

• Is owned by nearly 12 million farmer members.

Apart from making India self-sufficient in milk, these dairy co-operatives have established

our country as the largest milk-producing nation in the world

The Organization:

Introduction & History:

In the year 1946 the first milk union was established. This union was started with 250 litters

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 name

AMUL in 1955.

The brand name Amul means “AMULYA”. This word derived from 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 to-

tal sale is Rs. 6 billion in 2005). Today Amul is a symbol of many things like of the high-quality prod -

ucts sold at reasonable prices, of the genesis of a vast co-operative network, of the triumph of in -

digenous technology, of the marketing savvy of a farmers' organization. And have a proven model for

dairy development (Generally known as “ANAND PATTERN”).

In the early 40’s, the main sources of earning for the farmers of Kaira district were farming

and selling of milk. That time there was high demand for milk in Bombay. The main supplier of the

milk was Polson dairy limited, which was a privately owned company and held monopoly over the

supply of milk at Bombay from the Kaira district.

This system leads to exploitation of poor illiterates’ farmers by the private traders. The

traders used to beside the prices of milk and the farmers were forced to accept it without uttering a

single word. However, when the exploitation became intolerable, the farmers were frustrated. They

collectively appealed to Shir Sardar Vallabhbhai Patel, who was a leading activist in the freedom

movement. Shir Sardar Patel advised the farmers to sell the milk on their own by establishing a co-

operative union, Instead of supplying milk to private traders. Sardar Patel sent the farmers to Shri

Morarji Desai in order to gain his co-operation and help. Shri Desai held a meeting at Samarkh village

near Anand, on 4th January 1946. He advised the farmers to form a society for collection of the milk.

These village societies would collect the milk themselves and would decide the prices at

which they can sell the milk. The district union was also form to collect the milk from such village co-

operative societies and to sell them. It was also resolved that the Government should be asked to

buy milk from the union

However, the govt. did not seem to help farmers by any means. It gave the negative response by

turning down the demand for the milk. To respond to this action of govt., the farmers of Kaira dis -

trict

Went on a milk strike. For 15 whole days not a single drop of milk was sold to the traders. As a result

the Bombay milk scheme was severely affected. The milk commissioner of Bombay then visited

Anand to assess the situation. Having seemed the condition, he decided to fulfil the farmers de-

mand.

Thus their cooperative unions were forced at the village and district level to collect and sell

milk on a cooperative basis, without the intervention of Government. Mr Varghese Kurien showed

main interest in establishing union who was supported by Shri Tribhuvandas Patel who lead the

farmers in forming the Cooperative unions at the village level.

The Kaira district milk producers union was thus established in ANAND and was registered

formally on 14th December 1946. Since farmers sold all the milk in Anand through a co-operative

union, it was commonly resolved to sell the milk under the brand name AMUL.

At the initial stage only 250 litters of milk was collected every day. But with the growing awareness of

the benefits of the cooperativeness, the collection of milk increased. Today Amul collect 11 lakhs lit-

ters of milk every day. Since milk was a perishable commodity it becomes difficult to preserve milk

for a longer period. Besides when the milk was to be collected from the far places, there was a fear

of spoiling of milk. To overcome this problem the union thought out to develop the chilling unit at

various junctions, which would collect the milk and could chill it, so as to preserve it for a longer pe -

riod. Thus, today Amul has more than 150 chilling centres in various villages. Milk is collected from

almost 1073 societies.

With the financial help from UNICEF, assistance from the govt. of New Zealand under the

Colombo plan, of Rs. 50 million for factory to manufacture milk powder and butter was planned.

Dr.Rajendra Prasad, the president of India laid the foundation on November 15, 1954. Shri Pundit

Jawaharlal Nehru, the prime minister of India declared it open at Amul dairy on November 20, 1955.

Amul’s Secret of Success:

The system succeeded mainly because it provides an assured market at remunerative prices

for producers' milk besides acting as a channel to market the production enhancement package.

What’s more, it does not disturb the agro-system of the farmers. It also enables the consumer an ac-

cess to high quality milk and milk products. Contrary to the traditional system, when the profit of the

business was cornered by the middlemen, the system ensured that the profit goes to the participants

for their socio-economic upliftment and common good.

Looking back on the path traversed by Amul, the following features make it a pattern and model for

emulation elsewhere.

Amul has been able to:

· Produce an appropriate blend of the policy maker’s farmer’s board of management and

the professionals: each group appreciating its routes and limitations.

· Bring at the command of the rural milk producers the best of the technology and harness

its fruit for betterment.

· Provide a support system to the milk producers without disturbing their agro-eco-

nomic systems.

· Plough back the profits, by prudent use of men, material and machines, in the rural sector

for the common good and betterment of the member producers.

· 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.

The Union looks after policy formulation, processing and marketing of milk, provision of technical in-

puts to enhance milk yield of animals, the artificial insemination service, veterinary care, better feeds

and the like - all through the village societies. Basically the union and cooperation of people brought

Amul into fame i.e. AMUL (ANAND MILK UNION LIMITED), a name which suggest THE TASTE OF IN-

DIA.

Amul (Anand milk union ltd.) is based on four hands, which are coordinated with each other.

The actual meaning of this symbol is co-ordination of four hands of different people by whom this

union is at the top position in Asia.

First hand is of farmers, without whom the organization would not have

ex-

isted.

Second

hand is of processors, who process the row material (milk) into

fin-

ished

goods

.

Third hand is of marketer, without whom the product would have not reached the customers.

Fourth hand is of customers, without whom the products would have not carried

on

GCMMF Overview:

Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products

marketing organization. It is a state level apex body of milk cooperatives in Gujarat which aims to

provide remunerative returns to the farmers and also serve the interest of consumers by providing

quality products which are good value for money.

Gujarat Cooperative Milk Marketing Federation Ltd (GCMMF) is the largest Organization in

FMCG industry engaged in marketing of milk & milk products under the brand names of AMUL and

SAGAR with annual turnover (2014-15) US$ 3.4 billion. Its daily milk procurement is approx 14.85

million lit per day from 18,536 village milk cooperative societies, 17 member unions covering 31

districts, and 3.37 million milk producer members.

GCMMF is a unique organization. It's a body created by Farmers, managed by competent

professionals serving a very competitive and challenging consumer market. It is a true testimony of

synergistic national development through the practice of modern management methods.

Vision:

GCMMF will be an outstanding marketing organization, with specialization in marketing of

food and dairy products both fresh and long life with customer focus and IT integrated. The network

would consist of over 100 offices, 7500 stockiest covering at least every Taluka. Head quarter servic-

ing nearly 10 lakhs outlets with a turnover of Rs.10, 000 Cr and serving several co-operatives.

GCMMF shall also create markets for its products in neighbouring countries.

Mission:

We at GCMMF endeavour to satisfy the taste and nutritional requirements of the customer

of the world through excellence in the marketing by our committed team. Through co-operative net-

working, we are committed to offering quality product that provides best value for money.

Organization Structure:Organization Structure is divided into two parts:

o External Organization Structure

o Internal Organization Structure

External Organization Structure External Organization Structure is the organization structure that affects the organiza-

tion from the outside.

The following is internal organization chart of Amul.

As we know, GCMMF is unit of Gujarat Milk Marketing Federation, which is a co-operative organiza-

tion. The villagers of more than 10000 villages of Gujarat are the bases of this structure. They all

make village milk producers union, district level milk producers union and then a state level market -

ing federation is established. The structure is line relationship, which provides easy way to operation.

It also provides better communication between two stages.

Internal Organization Structure: The following is internal organization chart of Amul:

Distribution Network:

Most producers work with marketing intermediaries to bring their products to market. The

marketing intermediaries make up a marketing channel also called distribution channel. Distribution

channels are sets of interdependent organizations involved in the process of making a product or ser-

vice available for use or consumption.

The Head Office of GCMMF is located at Anand. The entire market is divided in 5 zones. The

zone offices are located at Ahmadabad, Mumbai, New Delhi, Kolkata and Chennai. Moreover there

are 49 Depots located across the country and GCMMF caters to 13 Export markets.

A zero level of channel also called a direct marketing channel consists of a manufacturer selling di -

rectly to the final customers. A one level channel; contains one selling intermediary such as retailer

to the final customers. A two level channel two intermediaries are typically wholesaler and retailer. A

three level channel are typically wholesaler, retailer and jobber in between. GCMMF has an excellent

distribution. It is its distribution channel, which has made it so popular. GCMMF’s products like milk

and milk products are perishable. It becomes that much important for them to have a good distribu-

tion.

Distribution Chart

We can see from above figure that GCMMF distribution channel is simple and clear. The

products change hands for three times before it reaches to the final consumer. First of all the prod-

ucts are stored at the Agents end who are mere facilitators in the network. Then the products are

sold to wholesale dealers who then sell to retailers and then the product finally reaches the con-

sumers

My Role and Work during summer internship.

My project included the following:-

1. Locating different pizza stores in Ahmedabad which can be the potential customers except for

Domino’s and Pizza hut as they have their own centralized purchase.

2. Event marketing for the launch of product which happened on 2nd June, 2016 at GCMMF plant

in Gandhingar.

3. After the launch I and my project partner received samples on daily basis from AMUL and we

used to take those samples to different pizza chains after we got an appointment from them for

sampling of the product (Diced Mozzarella cheese) and for finding any shortcomings as well as

for comparison of the product with other brands of cheese already being used by different pizza

stores.

Some of the key aspects of this project included:-

1. Locating pizza stores through different websites like zomato and burp and listing them out.

2. Calling and visiting them for product launch

3. Sampling

4. Feedback on sampling

5. Improved product sampling based on feedback

6. Sales and final conversion

After listing out different stores there was the invitation part. This included calling out the man-

agers/owners of different pizza stores we already listed out for the product launch at Gandhingar

Plant of Amul. The launch also included plant visit for the owners and distributors.

Achievements

Learnings from summer internship

• During the internship I learn that for a retailer the most important factor is the price margin that a company gives to them, of the margin is more he will prefer it more over the other product.

• Credit period also play an important role in generating a order from a retailer.• Consumer buy the product on name when it comes to Amul, there is a great pull of

Amul butter, cheese, Ghee and milk. New products require push strategy to be applied.• When we introduce incentive plan for the salesman the amount of efforts that he give

for pushing the product is more as compared to when the incentive was not there.• The project helped me to understand buying patterns of a B-2-C consumer, helped in

gaining experience of employing various sales promotional strategies and helped me in increasing consumer awareness.

• It is very important to manage the inventory when it comes to wholesale distributer.• Inventory management and logistics management play an important role for increasing

the profit of a distributer and retailer both.• It is very difficult to convince a retailer to keep your products when the profit margin is

low and also when the product is new.• Different retailer behave differently so the internship helped in building the skills for

handling these different type of customers.• Repeat efforts are required if you want to convert a new outlet to start keeping your

products.• The project will helped me to have a Business to Business sales opportunity and hence

helped me to understand what all are decisive factors for the consumers in B-2-B deals.• Many times product of same company become threat for the some other product of the

company and make became the reason for less sell of the product.

Bibliography• www. amul.com

• www. scribd.com

• www.4 shared.com

• http://www.nddb.org/partners/gcmmf.html

• http://www.dudhsagardairy.co.in/milk-products.htm

• http://www.thedairysite.com/news/32596/idf-world-dairy-situation-2010

DECLARATIONI, Manish Ratna, MBA student at the Institute of Management, Nirma University, Ahmedabad do hereby declare that this report is a bonafide work done by me under the supervision of Mr Nimit Doshi at Amul Ahmedabad and submitted to Institute Of Management, Nirma University.

Signature -

Manish RatnaRoll No - 151425MBA FT (2015-17)