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Amul Dairy,Anand For more project report visit www.techshristi.com

SUBMITTED FOR

Partial fulfillments of the requirementsof the three years fulltime

Bachelor of Business Administration (BBA)

SUBMITTED BY

SISODIYA NIKENDRAPRATAP SINH V.T.Y.B.B.A

Roll No: 62Exam No:(2008-09)

SUBMITTED TOHEMCHANDRACHARYA NORTH GUJARAT UNIVERSITY, PATAN

COLLEGE OF COMPUTER & MANAGEMENT STUDIES, VADU.

Affiliated with Hemchandracharya North Gujarat University, Patan.Ta: Kadi, Dist: - Mehsana 382705 (North Gujarat).

College of computer & management studies,Vadu.


INTRODUCTION OF DAIRY INDUSTRY

Industries whereby milk and milk products are handled are known as Dairy

Industry. Dairy Industry includes all the firms dealing with the processing of milk

and manufacturing of milk products and their marketing in industrial scale. Dairy

Industry is a very important and the basic industry for country like India. Nearly

70% of the people in India is based on agriculture and most of them have

cattle's (cows and buffaloes) in their houses. Indian Dairy Industry is dominated

by cooperative sectors for so many years. Indian dairying is emerging as a

sunrise industry. India represents one of the world's largest and fastest growing

markets for milk and milk products. World focus on India for this industry are

because of low cost economy, liberalization process, low inflation rate,

inexpensive labor, largest democracy, no government interference, etc.

On the peasant milk producers of Khaira district, Gujarat the NDDB (National

Dairy Development Board) was set up under the chairmanship of Dr. Verghese

Kuriene in 1970 under the programmed, the Anand Dairy of Khaira was

developed first. Khaira is one of the India's flushest milk tracts and is

distinguished by a famous dairy procurement, processing and marketing co-

operative established at Anand in 1946.

India has a long tradition of keeping milk animals as a part of the farming

household. Animals are cared for highly rated milk and milk products are also



greatly valued in the society as a source of good nutrition. Cow is considered to

be a sacred animal since time immemorial. Milk is used in most of the rituals.

Milk production and consumption is always been a part of Indian culture.

Milk is complete a food. Though widely used per capita milk consumption in

India was much less than the developed countries the dairymen were also not

developed on commercial lines. In 1965, in order to support the farm economy

by developing dairy sector on the request by peasant milk producers of Khaira

district, Gujarat the NDDB (National Dairy Development Board) was set up under

the chairmanship of Dr. Verghese Kuriene.



Brief History of Amul

Anand milk union ltd. had been established in the year 1938. Mr. Vallabhbhai Patel was the president of this organization. Previously this unit was started under the name of KDCMPUL (Kaira District Co-Operative Milk Producers union Limited)

In February1955, new dairy was established and than Mr.Kurian & Mr.Philip have thought to name this unit as Amul was registered in 1957.

For the establishment and development of Amul Mr.vallabhbhai Patel Tribhovandas Patel, Bhailalbhai (Bhaikaka) and Mr.Kurian have played an important Role.

With the time Amul is developed in 1966-67 Amul have started to produce baby food. In 1970-71 new factory was established in Mogar in 1974. In Amul chocolates has been introduced in 1976. Nutramul was introduced.

In Nov, 1973 GCMMF (Gujarat Co-Operative Milk Marketing Federation) was elected and Kurian was elected as president. This federation has started marketing of dairy production from 1st April 1974.

The production capacity is increasing day to day. And right now the collection of milk is 7.73 crore kgs. They are having Production unit at Mogar, Khatraj and Anand.

They are producing milk powder, butter, Ghee, Chocolate, Milk food, Cheese, shreekhand etc. which are being marketed by GCMMF.



General Information

NAME :- Kaira District Co-Operative Milk Producers Union Ltd.

Registration Address :-

Kaira District Co-Operative Milk Producers Union Ltd. Kaira dist Anand -388001

Phone: 02692-256124

Fax : 02692-240225

Email :- www.Amuldairy.com



Board Of Directors

1. Mr. Ramsinh.P.Parmar (Chairman)2. Mr.Rajendrasinh.D.Parmar (Vice Chairman)3. Mr. Mansinh.K.Chauhan4. Mr.Dhirenbhai.A.Chavada5. Mr. Pravinsinh.F.Solanki6. Mr.Bipinbhai.M.Joshi7. Smt.Madhuben.D.Parmar8. Mr.Bhaijibhai.A.Zala9. Mr.Shivabhai.M.Parmar10. Mr.Chandubhai.M.Parmar11. Mrs.Sarajuben.B.Patel12. Mr.Maganbhai.G.Zala13. Mr.Ranjeetbhai.K.Patel (Additional Director)14. Mr.B.M.Vyas (GCMMF)15. Mr.Deepak Dalal (Co.operative department Gujarat)16. Mr.Rahul Kumar (Incharge M.D)



Auditors

Special auditor milk association, Anand

Bankers

The Kaira district Central Co. Bank Ltd Axis Bank Ltd State Bank of India Bank of Baroda Corporation Bank Bank of Maharashtra HDFC Bank Ltd



About Area

Anand is the city in the Gujarat state of India. It is also a district differeciated from Kaira.It is the one of the big cities in Gujarat .it houses Amul dairy. In this area they are known for tobacco production.

Both the districts one having lots of farmers. And is this area there are large no. of buffalos and cows of famous breeds.

There is large amount of milk is producers in both the districts major towns near by area.

Nadiyad.

Bareja.

PRODUCTS



1) Amul Gold Qut :- 500 ml.Nutrition: - 4.5 fat.

2) Amul Ghee R.M:- Milk ButterQty: - 200 ml. 500 ml1 liters.3) Amul Spray Qty: - 500 gms

1 kg.R.M:- Milk

4) Butter R.M. Milk Fat Nutrition: - Milk fat 80%

5) Amulaya

6) Masti Dahi Qty:- 200 ml R.M:-Milk

7) Nutramul

8) Amul shreekhand Qty : 200 ml



500 ml 1kg

R.M:- DahiFlavors: Kesar , elichi




http://www.amul.com/cooking-sagar.html

http://www.amul.com/powder-milkpowder.html

http://www.amul.com/powder-dairy.html

http://www.amul.com/powder-coffee.html

http://www.amul.com/powder-skimmilk.html



http://www.amul.com/powder-milkfood.html

http://www.amul.com/bread-butter.html


Production Department:-

In this department there are certain kinds of sub department like.

Milk receiving department Milk production department Pouch packing section Butter making department Ghee making department Powder making department

Marketing department:-

The Amul is a co operative union. It is classified into large scale. it covers a domestic market & now a days its market has widely spread in foreign countries also.

Exports :

Amul exports the products in foreign country also like

Powder products Ghee products Chocolate products Milk



Generally the marketing of all products are held by GCMMF. So they have to cover just domestic market. The marketing of all products are marketed under this name so, this is advantage to capture the domestic market.

Distribution channel


Distribution chartAmul DairyGCMMF DistributiorRetailerCustomer


Quality policy :-

Amul dairy, Anand is committed to produce safe food of excellent quality to achieve to all customer satisfaction & improve the quality of life of its member milk products.

H.R.D

In this section there are lots of members. are working in Amul and they are treated as family members and they are given facilities.

1) Dispensary in dairy to give facilities to their workers.2) medical facilities are given to employees and other milk producer mentors3) They have gifted one low price canteen do their employees.4) The company provides wanted working conditions their employees.5) The employees are provided same uniform also.

FINANCE :

In this year company have made Rs.451.51lakhs of profits and net sales one made worth Rs 81631.69 lacs.

They have budgeted the reserve funds and general reserve funds and other funds up to Rs.2362.18 lacs.

They have grants worth Rs.1554.28 lakhs and total assets one worth Rs 5371.69 lakhs.



RESEARCH METHODOLOGY

INTRODUCTION:-

Marketing research is the function which links the consumer & market to the

marketer through information used to identify and define marketing

opportunities and problem, generate refine as evaluate marketing actions

monitor marketing performance and improve understanding of marketing as

process.

Several characteristics of modern business enough used of marketing research

by business first the suppliers of product and service need to have information

about final consumer in order of market their products and services more

effectively second as a company grows and start distributing its products in a no

of different markets, manager of the company find themselves becoming more

separated from the finals consumers of their products.

Marketing Research is also raised thought cell four phases of the administration

process selecting strategies developing marketing plans putting the plan in to

action, and integrated their marketing research activities in to miss designed to

provide manager the information they need for recurring problem decisional.



Finally we are came say that marketing research is large and growing field of

business entities that is playing. We are increasingly important role in decision-

making.

MARKETING RESEARCH PROCESS

How the marketing research is conducted in order to find out the solution of a

particular problem which is arise in particular firm. We have divided the

marketing research process in following step.

1. Establishing need for marketing research.

2. Define the problem

3. To convert the management problem in marketing research problem.

4. Establish objectives

5. Determine research design

6. Methods of assessing data



7. Design collection forms

8. Collection of data

9. Analysis of data

10. Prepare & present final report

RESEARCH METHODOLOGY

(1) OBJECTIVES

(2) DESIGN

(3) SAMPLING METHOD

(4) SAMPLE SIZE

(5) RESEARCH FINDING RESULTS



RESEARCH OBJECTIVES

There are several objectives so that research is needed because any problem

arrises in the company can only being found out just with the help of market

research.

(1) To know the credibility of Amul with customer.

(2) To know the satisfaction level of customer with service of Amul Dairy.

(3) To know the communication level well response level to the customer of

Amul Dairy.

(4) To know the understanding level of customer after purchasing the product of

Amul Dairy.

(5) To know the level of physical facility provide to the customer by Amul Dairy.

(7) To know the courtesy of Retailers for customer.

DESIGN

An research design is made for the purpose of finding out are the consumers

totally aware of the products of Amul or not.



RESEARCH DESIGN

The Research is based on the commitment trust theory of relationship marketing (Mrophan and Hunt1994). The basis for the survey is servqual: A multi dimensional scale for customer perception and expectation of service quality parasmamanet at 1988 “the research design used in the study is exploratory and analytical. It is exploratory as it probes into the various farmers that influence the customers’ relationship marketing strategies. It also probes the various factors which influence employees of the banks in providing quality service to the customer thus developing relationship with the customer well by which the customers reciprocates than same.

Data collection:

\ The primary data is collected from the responsibility through personal interview method under that I have selected sample size of 100 and their interviews are taken. Their collection of the data is done with the help of a questionnaire. The questionnaire is non-disguised and well structured.

There are closed-ended response with multiple choice answer are used few

“yes” or “No” types of questions are also used. Few open-ended questions

Are also used to give freedom to the through of the respondents for attitude

measurement into the questionnaires



SAMPLING METHOD

Simple random method is used. This method very essential in the measurement

of emotional feelings benefits and behavioral responses of the respondants.

SAMPLE DESIGN

The universe of the study consists of the customers of Amul at Khera and

Anand Areas.

Sample size : 100 customers

Sample unit : Customer of “Amul Dairy”.



Data Analysis

Q-1 who buys dairy products for you ?

Your self - 25 %

Wife - 60%

Other family members :-15%

Conclusion : most of people prefers the products which are bought by wife 60% people goes buy the products 25% people goes to buy the products then selves and remanding the products brought by other members


Your self

Wife

Other famillymembers


Q-2 from where do you buy your products ?

Amul retailers : 25%

Local dairy : 21%

Other retailers : 35%

Don’t know :9%

Conclusion :

Generally major amount of public 35% prefer their products

From local retailers.25% people prefers to go to Amul retailers 19% people don’t know from where their comeliness prefer the products and the people from small village generally goes to local dairy.


Amul Retailars

Local Dairy

Others

Don’t know


Q-3 which products do you use ?

1. Amul Gold – 23%

2. Masti dahi – 96%

3. Nutramul – 2%

4. Amul spray -12%

5. Ghee -98%

6. Amul Shreekhnd -95%

7. Cheese – 8%

8. chocolate – 25%

amul gold masti dahi nutramul Amul spray Ghee Cheese 0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Column2



Conclusiion:-

Ghee , Dahi and shreekhand are the products widely used by the customers. In urban areas Amul Gold and Amul spray are widely used by the consumers.Nutramul and Cheese are not as much known but mass quantity of chocolate is used by the consumers.

Due to unavailability of the products in rural areas consumers are not aware of the products like;

1. Amul Gold

2. Nutramul

3. Amul spray

4. Cheese

5. Chocolate



Q-4 What do you think about price & quality of Amul?

Price quality

Best 70% 71%

Better 21% 22%

Good 6% 5%

Not good 30% 1%

0%10%20%30%40%50%60%70%80%90%

100%

Best Better Good Notgood

QuentityPrice

Conclusion:

Large no of people think that the price & quality are best. Some people want changes in price and very less people have asked about quality .



Q.5 What do you think about test and packaging ?

TEST:-Amul Gold 70% 30% 0%

Masti dahi 59% 39% 2%

Nutramul 54% 21% 25%

Amul spray 0% 98% 2%

Ghee 97% 3% 0%Amul Shreekhnd 49% 50% 1%

Cheese 21% 74% 5%

chocolate 0% 11% 89%

0%10%20%30%40%50%60%70%80%90%

100%

Amul Gold Amul spray Cheese

Series1Series2Series3



Conclusion:-

Test is differentiated in three categories A,B and C.

Large numbers of people are satisfied with the test but in chocolate people are not satisfied.Nutramul is also comes in category 2nd anmd 3rd.So,people wants some more test in above products.

PACKAGING:-

PackagingA B C

Amul Gold 30% 33% 37%

Masti dahi 82% 18% 0%

Nutramul 6% 92% 2%

Amul spray 3% 96% 1%

Ghee 98% 2% 0%Amul Shreekhnd 96% 3% 1%

Cheese 73% 17% 10%

Chocolate 0% 52% 48%



0%10%20%30%40%50%60%70%80%90%

100%

Amul Gold Amul spray Cheese

Series1Series2Series3

Conclusion:-

\In packaging also, people are satisfied but they want some innovation in the products like Amul spray, Nutramul, chocolate and in Amul Gold.



Q.6 Specify three most attractive features of Amul products?

QUELITY TEST&PRICE AD.ITEAMS0%

20%

40%

60%

80%

100%

120%

Series 2Series 1

Conclusion:-

Quality is the best feature of Amul is said by 95% people of sample size

70% people attracted with the test and prices

54%people have like the additional items used in the products like. In Amul shreekhand Elichi,kesar



Q.7 Features do you want to be in your product?

Sales

SatisfyNot satisfy

Concluson:

95% people are satisfied with the features of Amul

5% people have problem in price and packaging

So, Generally except packaging consumers are totally satisfied with the features of AMUL.



Q.8 How frequently do you purchase the product ?

Amul goldMasti dahi

NutramulShreekhand

Chocolate

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

DailyweeklyFortnightlyMonthlySometmes

Conclusion :

The urban area people daily purchase Amul Gold but less of people erm ruular area purchase this. 70% people weekly purchase masti dahi but 30% people purchase it weekly of Fortnightly from whole consumers of this product. 54% people purchase Nutramul fortnightly and others are purchased monthly. the shreekhand is used in summer so it is purchase sometimes. but 34% people the Amul Shreekhand weekly in summer people who used cheese, purchase, sometimes in month. Chocolate is also purchased by the younger’s and this product is sometimes purchased.



Q.9 Quantity purchase at a time?

Category 1 Category 2 Category 3 Category 40

1

2

3

4

5

6

Series 1Series 2Series 3

Conclusion:

Amul Gold :32% liters 67%, 500 ml, 1% more than one item

Masti Dahi :All users use 200 ml or small cup

Nutramul : 36% 500 gms,40% 1kg. 34% less than 1 kg.

Amul Spray :User only know about 500 gms, peak and they purchase this quantity

Ghee : 62% ,1 kg , 18 % 500 ml , 30% 200 ml

Shreekhand : 1% 200 gms , 68% 500gms , 31 % 1 kgs

Cheese : 65 % 200 to 300 gms, 35 % more than 200 gms

Chocolate : maximum about to 90% people 2 to 4 . and remaining 10% 5 to 10 no’s uses the chocolate product.



Q.10 What makes you try a now products ?

Brand Name : 21% have given 5 Rank

25% have given 3 Rank


Conclusion :Brand name of any company just influence 54%consummers to prefer the product 21% people are not influence with the brand name .

Word of month : 97% have given 5 Rank


Conclusion : Consumer are not influence with the word of Month 97 % consumers have voted that they don’t trust on word of month. While 3% people have said they some times think over that

Advertisement : 55% people have Ranked 3

38%people have Ranked 2

7% people have Ranked 1

Conclusion : only 7 % people are influence with the advertisements while 38% people are interested but not so much as other while 55% people are in favour of category that is not much attractive variable.

Promotions : 99% people Rank 2

1% people Rank 1

Conclusion : large no of population is effected by this strategy they wants to purchase the product if there is any offer.



Packaging :86 % people Ranked 3

14% people Ranked 4

Packaging effects to consumer but they are not so much effected by the packaging.



FINDINGS & SUGGESTIONS

The brand name Amul is well known and it has large no of population. Amul is very good in its field but there are some lacking have been found out.

There are wide range of products in Amul. But there is the problem in rural area that they can not get all the products like cheese and Amul Gold.

There is other Problem is found out in Amul Ghee. People wants the Ghee which is with gracility. Some of people have said that the quality of Amul is best but price is high in some products like cheeses and Nutramul.

In some of the Products the consumers wants test. In Amul Shreekhand they wants some other flavors and Nutramul in Other different flavors.

People are impress with the Quality of the Product ant they are also impress with the purity.



SUDGESTIONS :

As per my views they have to create more .small Amul Parlors in Ruler Area

They have to crate Availability of the Products.

They have no any Promotional offers so they have to start some offers.

In chocolate specially people are very disappointed by the test and packing so they have to think over that.

In comparison to other brands the chocolate of Amul is not so Popular. So they have to crate Advertising for this Product.

Specially for Amul Gold People want this in bottle or any other safe Packaging .so ,Amul have to innovate the packaging of Amul Gold.



PREFACE

B.B.A. Programmed, a professional course require knowledge of not only

theoretical but also requires practical knowledge as a student of B.B.A.

such training is mast helpful for increasing the skill, ability & also

capability of the student.

Today the world has become more competitive so struggle is more far

human being. To get the job the theoretical as well as practical knowledge

is required. Hence the study of management is very important.

I am the student of management institute studding in T.Y.B.B.A in Vadu

B.B.A. college of business administration. I am thankful to college and

university to allow us to prepare marketing report on the assigned

company which allotted to me. The collage allotted “Amul Dairy” As my

company where my basic study is research on consumer Awairness for

the local products preference along comparative study at milk industries

and dealer’s satisfaction level. I get positive response from management

team of company.

I have tried to comprise all the important in presenting report.

Thanks,

Yours faithfully,

NIKENDRA SISODIYA



ACKNOWLEDGEMENT

Industrial visit is the most favourable subject because not only gives

practical knowledge of the industries but also it encourages me to learn

more as per syllabus of F.Y B.B.A I received different types of help for our

professor and other persons.

I am grateful and thankful to each person who helped me to collect the

information about industries.

Dr. B S Agrawal (principal)

Ashish D. Christian

Mr.Harshad Patel

Mr.Pankaj Gadhavi

Dr. B S Agrawal (principal), Mr.Harshad Patel have given us such

precious to the visit in the industries.

I also thankful to the staff of my collage from whom I got co-operation

Thank you ,

NIKENDRA SISODIYA

Conclusion



“Amul Dairy” visit is very remarkable visit. In India there are few industries

which are producing different types of Milk Products.

“Amul Dairy” is a large scale industry it is located in at Anand. So it supply

of a labors on cheaper rate. At this a visit we show al section of this

industry and we know information about process how they producing

different types of cloths.

I also get information about various department of company. I am very

thankful to who give me information about these industries to top to

bottom management, marketing, finance, and other



BIBLIOGRAPHY

Web sites www.amul.com

www.google.com

www.amuldairy.com

Book’s names Marketing Management By Philip Kotlar

Business Research Methods

SRNO. PARTICULERS PAGE NO.



1. PREFACE2. ACKNOWLEDGEMENT3. GENERAL INFORMATION

ITRODUCTION GENERAL INFORMATION BOARD OF DIRECTORS BRIEF HISTORY ABOUT AREA RANGE OF PRODUCTS

4. REVIEW OF DEPARTMENTS5. RESEARCH METHODOLOGY

INTRODUCTION RESEARCH PROCESS RESEARCH OBJECTIVE RESEARCH DESIGN SAMPLING METHOD SAMPLE DESIGN

6. DATA ANALYSIS7. SWAT ANALYSIS8. FINDINGS & SUGGESTIONS9. CONCLUSION10. BIBLIOGRAPHY11. QUESTIONNARIE


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