A PROJECT REPORT ON

THE REQUIRMENT ANALYSIS OF AMUL’S PRODUCTS IN

NAGPUR CITY WITH SPECIAL REFERENCE TO CATERING
SECTOR

Submitted to:-
Rashtrasant Tukadoji Maharaj Nagpur University, Nagpur.
In partial fulfillment of
Degree of Master of Business Administration.
For the academic year 2007-2008.

Submitted by:-
PRASHANT JAISWAL.
B.E (CIVIL)
M.B.A fourth semester student.
Researcher.
Enroll No: NU/A3/26076

Under the guidance of:-

Prof. HEMANT BABHULKAR
(B.com, MBA)

Submitted through:-

SHRI SHIVAJI EDUCATION SOCIETY AMRAVATI’S,

DR. PANJABRAO DESHMUKH INSTITUTE OF MANAGEMENT

TECHNOLOGY & RESEARCH, DHANWATE NATIONAL COLLEGE,
NAGPUR.

1
 CERTIFICATE.

SHRI SHIVAJI EDUCATION SOCIETY

AMRAVATI’S

DR.PANJABRAO DESHMUKH INSTITUTE OF

MANAGEMENT TECHNOLOGY & RESEARCH.

I hereby certify that this project Report entitled “The requirement analysis of
Amul’s products in Nagpur city with special reference to catering sector” submitted
by Mr.Prashant Jaiswal to Rashtrasant Tukadoji Maharaj Nagpur University, Nagpur in
the faculty of commerce is bonafide and original research work carried out under my
guidance and supervision. It is a piece of research of sufficiently high standard to warrant
its submission to the University for the Award of the said degree.

No part of the thesis has been submitted for any Degree or Diploma or published
in any other form.

The assistance and help rendered to the researcher during the course of his
investigation in the form of basic source material and information have been duly
acknowledged.

Dr. B.B. Taywade. Prof.Hemant Babhulkar

Director. Project Guide
PDIMTR. PDIMTR.

Nagpur.

2
25 March 2007.

DECLARATION.

I Prashant Jaiswal, hereby declare that project entitled “The requirement analysis of
Amul’s products in Nagpur city with special reference to catering sector” is outcome
of my research work. Any part there of, has not been submitted earlier to any Institution
or University for award of any other Degree/ Diploma nor has data been derived from
any thesis of any University.

The sources of material and data used in this study have been acknowledged.

Researcher.
Prashant Jaiswal.

Nagpur.
25th March 2007.

3
 ACKNOWLEDGEMENT.

To get the blossomed tree, seeds need to be of utmost quality and environment as
well. Thoughts are converted into ideas, ideas into plans, plans into actions and actions
into the work. To reach the heightened goal successfully, systematic and consistent work
under a guide is required. It is the guide who inspires and encourages completing the
work in stipulated time. I would like to express my gratitude to the Director of
PDIMTR, Nagpur, Dr.B.B Taywade and Co-ordinator Dr. Mukul Burghate, for giving
me opportunity to do the project in order to enhance my knowledge, skills and abilities.

I owe my sincere thanks to my research guide and mentor Prof. Hemant

Babhulkar for his valuable guidance. I find myself lacking in expression to extend my
profound sense of respect to Mr.Timane with out his guidance it would have been mission
impossible for me to move ahead with this research “The requirement analysis of Amul’s
products in Nagpur city with special reference to catering sector”.

I would be failing in my duty if I don’t express my sincere thanks to the faculty

members and requisite personnel of my institute for providing me the concerned books
and guidance and assistance.

.
Prashant Sumer Jaiswal.
Researcher.

4
 .

TABLE OF CONTENTS

Chapter Contents Page No

No
1 Introduction 6
2 Company Profile 11
3 Product profile 19
4 Objectives of Study 25
5 Research Methodology 27
6 Data Interpretation 37
7 Findings of the study 48
8 SWOT Analysis 50
9 Conclusions 53
10 Recommendations 55
11 Annexure 57
12 Bibliography 59

5
INTRODUCTION

6
Introduction: -
Amul was formally registered on December 14, 1946. The brand
name Amul, sourced from the Sanskrit word Amoolya, means priceless. It
was suggested by a quality control expert in Anand. Some cite the origin as
an acronym to (Anand Milk Producers Union Limited).
The Amul revolution was started as awareness among the farmers. It
grew and matured into a protest movement that was channeled towards
economic prosperity.
Situation of farmers:-
Over five decades ago, the life of an average farmer in Kheda District
was very much like that of his/her counterpart anywhere else in India.
His/her income was derived almost entirely from seasonal crops. The
income from milk buffaloes was undependable. Milk producers had to travel
long distances to deliver milk to the only dairy, the Polson Dairy in Anand –
often milk went sour, especially in the summer season, as producers had to
physically carry milk in individual containers. Private traders and
middlemen controlled the marketing and distribution system for the milk.
These middlemen decided the prices and the off-take from the farmers by
the season. As milk is perishable, farmers were compelled to sell it for
whatever they were offered. Often, they had to sell cream and ghee at throw-
away prices. In this situation, the private trader made a killing. Moreover,
the government at that time had given monopoly rights to Polson Dairy
(around that time Polson was the most well known butter brand in the
country) to collect milk from Anand and supply to Bombay city in turn
(about 400 kilometers away).

7
 India ranked nowhere amongst milk producing countries in the world
in 1946. Gradually, the realization dawned on the farmers with inspiration
from then nationalist leaders Sardar Vallabhbhai Patel (who later became the
first Home Minister of free India) and Morarji Desai (who later become the
Prime Minister of India) and local farmer, freedom fighter and social worker
Tribhuvandas Patel, that the exploitation by the trader could be checked only
if they marketed their milk themselves. Amul was the result of the
realization that they could pool up their milk and work as a cooperative.

Setting up of Kaira District Co-operative Milk Producers'

Union: -
The Kaira District Co-operative Milk Producers' Union Limited began
pasteurizing milk for the Bombay Milk Scheme in June 1948. By the end of
1948, more than 400 farmers joined in more Village Society, and the
quantity of milk handled by one Union increased from 250 to 5,000 liters a
day. The success of Amul was instrumental in launching the White
Revolution that resulted in increased milk production in India. It is officially
termed as Operation Flood by Amul. The breakthrough technology of spray-
drying and processing buffalo milk, developed by Mr. H.M. Dalaya, was one
of the key factors that contributed to the Revolution. Setting Up of Gujarat
Cooperative Milk Marketing Federation.
In 1954, Kaira District Co-operative Milk Producers’ Union built a
plant to convert surplus milk produced in the cold seasons into milk powder
and butter3. In 1958, a plant to manufacture cheese and one to produce baby
food were added. Subsequent years saw the addition of more plants to
produce different products. In 1973, the milk societies/district level unions
decided to set up a marketing agency to market their products. This agency

8
was the Gujarat Cooperative Milk Marketing Federation (GCMMF). It was
registered as a co-operative society on 9 July 1973.
In 1954, Kaira District Co-operative Milk Producers’ Union built a
plant to convert surplus milk produced in the cold seasons into milk powder
and butter. In 1958, a plant to manufacture cheese and one to produce baby
food were added. Subsequent years saw the addition of more plants to
produce different products. In 1973, the milk societies/district level unions
decided to set up a marketing agency to market their products. This agency
was the Gujarat Cooperative Milk Marketing Federation (GCMMF). It was
registered as a co-operative society on 9 July 1973.

History & Origin of Amul: -

Formed in 1946, Amul began the dairy cooperative movement in India
and formed an apex cooperative organization, Gujarat Co-operative Milk
Marketing Federation Ltd. (GCMMF), which today is jointly owned by
some 2.2 million milk producers in Gujarat, India. Its products, including
milk powders, liquid milk, flavoured milk (Amul Kool), Sweetened
Condensed Milk, butter, ghee, cheese, chocolate, ice cream, pizza, paneer,
shrikhand, Cream, Mithaee, Amul Masti Dahi and the Amul shakti &
Nutramul brand of Health food drink are widely used throughout India and
abroad and have made Amul the largest food brand in India today with an
annual turnover of some Rs 30 Billion ($US 600 million) per annum.
The primary goal of Dr. V. Kurien, Chairman GCMMF, the "Milk Man of
India", has been to build a strong Indian society economically through an
innovative cooperative network, to provide quality service and products to
end-consumers and good returns to the farmer members. Dr. Kurien states,
"We have traversed a path that few have dared to. We are continuing on a

9
Path that still fewer have the courage to follow. We must pursue a path that
even fewer can dream to pursue. Yet, we must. We hold in trust the aims and
aspirations of millions of our countrymen."
I.T. has played a significant role in developing the Amul brand. The
logistics behind co-coordinating the collection of some 7 million liters of
milk per day from 11,400 separate Village Cooperative Societies throughout
Gujarat and then storing, processing and producing milk products at the
respective 12 District Dairy Unions, are awesome. The installation of 4000
Automatic Milk Collection System Units (AMCSU) at Village Societies to
capture member information, milk fat content, the volume collected and
amount payable to each member has proved invaluable in ensuring fairness
and transparency throughout the whole Amul organization. In 1996 Amul
was one of the first major organizations in India to have a website. This site
has been used both to develop an intranet of Amul distributors as well as a
cyber-store for consumers, one of the first examples of e-commerce activity
in India.

10
COMPANY
PROFILE

11
COMPANY PROFILE OF Amul

Company Name : Amul India (Gujarat Co-operative

Milk Marketing Federation Ltd.)
Country/Territory : India
Address : Amul Dairy Road, Anand, Gujarat,
India Products/Services We Infant
Milk Food,Skimmed Milk
Offer : Powder, Butter, Cheese (Cheddar,
Mozzarella,Emmental,Gouda),
Cheese spreads
Milk,Chocolates,malted milk
food,Breadspreads,fresh milk, UHT
milk,lce cream.
Business Type : Manufacturer
Industry Focus : Baby Food, Dairy Products ,
Frozen Food
Geographic Markets : Worldwide
No. of Employees : 501 - 1000 People
Annual Sales Range : Above US$100 Million
(USD)
Certificates : APEDA, Govt of India. Awards
Year Established : 1973
Legal Representative/CEO : B M Vyas

12
ABOUT GCMMF

GCMMF is to introduce our organization Gujarat Co-operative Milk

Marketing Federation Ltd (GCMMF) as India largest food products
marketing organization with annual sales turnover of Rs.2881 corers (US $
650 million). GCMMF manufacture and market a wide range of dairy
products in India and abroad under the brand names of Amul and Sagar.
GCMMF has 19 affiliated dairy plants with a total milk handling capacity of
6.7 million liters per day. The total milk drying capacity is 510 MT per day.
GCMMF is also the largest exporter of dairy products from India.
GCMMF manufacture and market a wide range of dairy products in India
and abroad under the brand names of Amul and Sagar. The product
categories are Infant Milk Food, Skimmed Milk Powder, Full Cream Milk
Powder, Dairy Whitener, Table Butter, Cheddar Cheese, Mozzarella Cheese,
Emmental Cheese, Cheese Spreads, Gouda cheese, Ghee, Sweetened
Condensed Milk, Chocolates, Malted Milk Food, Blended Breadspreads,
Fresh milk, UHT (Long life) Milk, Ice-ream and ethnic Indian sweets. Each
of company products is a market leader in India.
GCMMF is the largest exporter of dairy products from India. GCMMF
export their products in consumer packs and bulk to USA, Singapore, UAE,
Australia, Bahrain, Qatar, Oman, Kuwait, Bangladesh, Madagascar, Yemen,
Sri Lanka etc. On a regular basis. We have won 9 awards consecutively from
APEDA, Govt of India.

13
 Amul

Type : Cooperative
Founded : 1946
Headquarters : Anand, India
Vacant, Chairman, Gujarat
Key people : Co-operative Milk Marketing
Federation Ltd. (GCMMF)
Industry : Dairy
Products : See complete products
Listing.
Revenue : $868 million USD (in 2005-06)
Employees : 2.41 million milk producers
Website : www.amul.com

Amul, formed in1946, is a dairy cooperative movement in India. It is a brand

name managed by an apex cooperative organisation, Gujarat Co-operative
Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by
some 2.41 million milk producers in gujarat, India. It is based in Anand town
of Gujarat and has been a sterling example of a co-operative organization’s
success in the long term. The Amul Pattern has established itself as a
uniquely appropriate model for rural development. Amul has spurred the
White Revolution of India, which has made India the largest producer of
milk and milk products in the world. It is also the world’s biggest vegetarian
cheese brand.
Amul’s product range includes milk powders, milk, butter, ghee, cheese,
curd, chocolate, ice cream, cream, shrikhand, paneer, gulab jamuns, basundi,
Nutramul brand and others. In January 2006, Amul plans to launch India’s
first sports drink Stamina, which will be competing with Coca Cola’s
Powerade and PepsiCo Gatorade 131.

14
Amul is the largest food brand in India with an annual turnover of US $868
million (2005-06). Currently Amul has 2.41 million producer members with
milk collection average of 5.08 million litres/day. Besides India, Amul has

entered overseas markets such as Mauritius, UAE, USA, Bangladesh.,

Australia, China, Singapore, Hong Kong and a few South African countries.
Its bid to enter Japanese market in 1994 had not succeeded, but now it has
fresh plans of flooding the Japanese markets l other potential markets being
considered include Sri Lanka. Dr Verghese Kurien, the chairman of the
GCMMF, is recognised as the man behind the success of Amul.
Amul butter packs His or v
Amul was formally registered on December 14, 1946. The brand name
Amul, sourced from the Sanskrit word Amoolya, means priceless. It was
suggested by a quality control expert in Anand. Some cite the origin as an
acronym to (Anand Milk Union Limited).
The Amul revolution was started as awareness among the farmers. It grew
and matured into a protest movement that was channeled towards economic
prosperity.
Situation of farmers -
Over five decades ago, the life of an average farmer in Kheda District was
very much like that of his/her counterpart anywhere else in India. His/her
income was derived almost entirely from seasonal crops. The income from
milk buffaloes was undependable. Milk producers had to travel long
distances to deliver milk to the only dairy, the Poison Dairy in Anand —
often milk went sour, especially in the summer season, as producers had to
physically carry milk in individual containers, Private traders and
middlemen controlled the marketing and distribution system for the milk.
These middlemen decided the prices and the off-take from the farmers by
the season. As milk is perishable, farmers were compelled to sell it for
whatever they were offered. Often, they had to sell cream and ghee at throw-
away prices. In this situation, the private trader made a killing. Moreover,
the government at that time had given monopoly rights to Poison Dairy
(around that time Polson was the most well known butter brand in the
country) to collect milk from Anand and supply to Bombay city in turn
(about 400 kilometers away). India ranked nowhere amongst milk producing
countries in the world in 1946. Gradually, the realization dawned on the
farmers with inspiration from then nationalist leaders Sardar Vallabhbhai
Patel (who later became the first Home Minister of free India) and Moraiji
Desai (who later become the Prime Minister of India) and local farmer,
freedom fighter and social worker Tribhuvandas Patel, that the exploitation

15
by the trader could be checked only if they marketed their milk themselves.
Amul was the result of the realization that they could pool up their milk and
work as a cooperative.

Setting up of Kaira District Co-operative Milk Producers’ Union

The Kaira District Co-operative Milk Producers’ Union L began pasteurizing
milk for the Bombay Milk Scheme in June 1948. By the end of 1948, more
than 400 fanners joined in more Village Society, and the quantity of milk
handled by one Union increased from 250 to 5,000 liters a day. The success
of Amul was instrumental in launching the White Revolution that resulted in
increased milk production in India. It is officially termed as Operation Flood
by Amul. The breakthrough technology of spray-drying and processing
buffalo milk, developed by Mr. H.M. Dalaya, was one of the key factors that
contributed to the Revolution.
Setting Up of Gujarat Cooperative Milk Marketing Federation
In 1954, Kaira District Co-operative Milk Producers’ Union built a plant to
convert surplus milk produced in the cold seasons into milk powder and
butter3. In 1958, a plant to manufacture cheese and one to produce baby
food were added. Subsequent years saw the addition of more plants to
produce different products. In 1973, the milk societies/district level unions
decided to set up a marketing agency to market their products. This agency
was the Gujarat Cooperative Milk Marketing Federation (GCMMF). It was
registered as a co-operative society on 9 July 1973.
GCMMF Today
GCMMF is India 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. GCMMF
markets and manages the Amul brand. From mid-1990’s Amul has entered
areas not related directly to its core business. Its entry into ice cream was
regarded as successful due to the large market share it was able to capture
within a short period of time - primarily due to the price differential and the
brand name. It also entered the Pizza business, where the base and the
recipes were made available to restaurant owners who could price it as low
as 30 rupees per pizza when the other players were charging upwards of 100
rupees.
Formed in 1946, Amul began the dairy cooperative movement in India and
formed an apex cooperative organization, Gujarat Co-operative Milk
Marketing Federation Ltd. (GCMMF), which today is jointly owned by
some 2.2 million milk producers in Gujarat, India. Its products, including

16
milk powders, liquid milk, flavoured milk (Amul Kool), Sweetened
Condensed Milk, butter, ghee, cheese, chocolate, ice cream, pizza, paneer,
shrikhand, Cream, Mithaee, Amul Masti Dahi .

The Amul shakii & Nutramul brand of Health food drink are widely used
throughout India and abroad and have made Amul the largest food brand in
India today with an annual turnover of some Rs30 Billion ($US 600 million)
per annum.
The primary goal of Dr. V. Kurien, Chairman GCMMF, the “Milk Man of
India”, has been to build a strong Indian society economically through an
innovative cooperative network, to provide quality service and products to
end-consumers and good returns to the farmer members. Dr. Kurien states,
“We have traversed a path that few have dared to. We are continuing on a
path that still fewer have the courage to follow. We must pursue a path that
even fewer can dream to pursue. Yet, we must. We hold in trust the aims and
aspirations of millions of our countrymen.”
Information Technology (IT) has played a significant role in developing the
Amul brand. The logistics behind coordinating the collection of some 7
million litres of milk per day from 11,400 separate Village Cooperative
Societies throughout Gujarat and then storing, processing and producing
milk products at the respective 12 District Dairy Unions, are awesome. The
installation of 4000 Automatic Milk Collection System Units (AMCUS) at
Village Societies to capture member information, milk fat content, the
volume collected and amount payable to each member has proved invaluable
in ensuring fairness and transparency throughout the whole Amul
organisation.
In 1996 Amul was one of the first major organisations in India to have a
website. This site has been used both to develop an intranet of Amul
distributors as well as a cyber store for consumers, one of the first examples
of e-commerce activity in India.
Innovation at the Grass Roots
One of the members of GCMMF, the Banas dairy, has started a unique
initiative - called the Internet Sewa Project in their district called
Banaskantha. This is a village- level effort at bridging the Digital Divide by
providing information kiosks at the Village Cooperative level. Each village
has one information kiosk, which is the single point of contact for Internet
and other e-governance activities for the co-op. Official forms, Rural Jobs,
Veterinary, Agriculture, and Matrimonial details, educational applications
and local market prices with buy & sell options are provided at the

17
information kiosk so that people do not have to travel all the way to the
district headquarters for these information.

Go here to see an actual site (httpi/www.banas.chiraag.com). To address

poor connectivity at some sites, the Banas dairy uses a wireless connection
to the Internet. The wireless equipment is cheap since there is only a one-
time setup charge and less recurring charges. To improve the farmer
members’ living standards and to facilitate affordable Internet access
services including VOIP Net telephony, the district union has also become a
local Internet Service Provider (ISP) using these Village Information Kiosks.
Today the services are subsidised but the goal is for the kiosks to become
self-supporting.

Amul and Coop

The CEO of Amul, Mr. B M Vyas, recently said, “Amul is not a food
company, it is an IT company in the food business”. He was recognizing that
the most efficient way of building links between milk producers and
consumers so as to provide the best returns for both is through IT
Innovation.
This is why Amul has embraced the ideas behind .coop with such
enthusiasm. Not only will the TLD enable consumers in India to recognise
an established brand they can trust online, it will enable Amul to begin
trading. Competitively throughout the world, reaching markets which have
hitherto been inaccessible.
The ClO, Mr. Subbarao Hegde said, “information Technology is the most
effective tool we have in communicating with our members and the millions
of consumers who purchase Amul products throughout India every day.
.Coop not only reflects the cooperative values which shape our own
organisation, it will also give us a vital business advantage as we seek to
develop the Amul brand throughout the world.”
As a result of this alignment of business purpose and technology, GCMMF
(Amul) was named the winner of the prestigious international ClO 100
Award from IDG’s C Magazine (USA) for resourcefulness in the use of
technology. The efforts of-the entire cooperative were honored at the ClO
100 symposium and award ceremony on August 19, 2003 in Colorado
Springs, USA. Mr. Subbarao Hegde, accepted the award on behalf of

18
GCMMF. The complete coverage of ClO 100 award is featured in August
15, 2003 issue of CIO as well as in their website www.cio.com

PRODUCT
PROFILE

19
PRODUCT PROFILE OF Amul

List of Products Marketed:

Breadspreads:
Amul Butter
Amul Lite Low Fat Breadspread
Amul Cooking Butter

Cheese Range:
Amul Pasteurized Processed Cheddar Cheese
Amul Processed Cheese Spread
Amul Pizza (Mozarella) Cheese
Amul Shredded Pizza Cheese
Amul Emmental Cheese
Amul Gouda Cheese
Amul Malai Paneer (cottage cheese)
Utterly Delicious Pizza

Mithaee Range (Ethnic sweets):

20
Amul Shrikhand (Mango, Saffron, Almond Pistachio, Cardamom)
Amul Amrakhand
Amul Mithaee Gulabjamuns
Amul Mithaee Gulabjamun Mix
Amul Mithaee Kulfi Mix
Avsar Ladoos

UHT Milk Range:

Amul Shakti 3% fat Milk
Amul Taaza 1.5% fat Milk
Amul Gold 4.5% fat Milk
Amul Lite Slim-n-Trim Milk 0% fat milk
Amul Shakti Toned Milk
Amul Fresh Cream
Amul Snowcap Softy Mix

Pure Ghee:
Amul Pure Ghee
Sagar Pure Ghee
Amul Cow Ghee

Infant Milk Range:

Amul Infant Milk Formula 1 (0-6 months)
Amul Infant Milk Formula 2 ( 6 months above)
Amulspray Infant Milk Food

Milk Powders:

21
Amul Full Cream Milk Powder
Amulya Dairy Whitener
Sagar Skimmed Milk Powder
Sagar Tea and Coffee Whitener

Sweetened Condensed Milk:

Amul Mithaimate Sweetened Condensed Milk

Fresh Milk:
Amul Taaza Toned Milk 3% fat
Amul Gold Full Cream Milk 6% fat
Amul Shakti Standardised Milk 4.5% fat
Amul Slim & Trim Double Toned Milk 1.5% fat
Amul Saathi Skimmed Milk 0% fat
Amul Cow Milk

Curd Products:
Yogi Sweetened Flavoured Dahi (Dessert)
Amul Masti Dahi (fresh curd)
Amul Masti Spiced Butter Milk
Amul Lassee

Amul Icecreams:
Royal Treat Range (Butterscotch, Rajbhog, Malai Kulfi)
Nut-o-Mania Range (Kaju Draksh, Kesar Pista Royale, Fruit Bonanza,
Roasted Almond)

22
Nature's Treat (Alphanso Mango, Fresh Litchi, Shahi Anjir, Fresh
Strawberry, Black Currant, Santra Mantra, Fresh Pineapple)
Sundae Range (Mango, Black Currant, Sundae Magic, Double Sundae)

Assorted Treat (Chocobar, Dollies, Frostik, Ice Candies, Tricone,

Chococrunch, Megabite, Cassatta)
Utterly Delicious (Vanila, Strawberry, Chocolate, Chocochips, Cake Magic)
Chocolate & Confectionery:
Amul Milk Chocolate
Amul Fruit & Nut Chocolate
Brown Beverage:
Nutramul Malted Milk Food

Milk Drink:
Amul Kool Flavoured Milk (Mango, Strawberry, Saffron, Cardamom, Rose,
Chocolate)
Amul Kool Cafe
Health Beverage:
Amul Shakti White Milk Food

Export products
GCMMF is India's largest exporter of Dairy Products. It has been accorded a
"Trading House" status. GCMMF has received the APEDA Award from
Government of India for Excellence in Dairy Product Exports for the last 9
years.

23
The major export products are:
Consumer Packs
Amul Pure Ghee
Amul Butter
Amul Shrikhand
Amul Mithaee Gulabjamun
Nutramul Brown Beverage
Amulspray Infant Milk Food
Amul Cheese
Amul Malai Paneer
Amul UHT Milk (Long Life)
Amul Fresh Cream

Bulk Packs
Amul Skimmed Milk Powder
Amul Full Cream Milk Powder
Many of our products are now available in the USA, Gulf Countries and
Singapore.

CONTEST

24
Amul Food Festival Contest
Winners of Slogan likho Disneyland dekho contest
Winners of "Amulya Fly to Bangkok Contest"

OBJECTIVES
OF
STUDY

25
OBEJTECTIVES OF THE STUDY

The aim that has been kept during the research work for the objective to
be accomplished and the aspect/ area to be covered during the research are
highlighted below:-

1) To find the market share of Amul products.

2) To modify the attitudes and understanding of the customer.

3) To find out potential customers in catering services.

4) To find out customer’s satisfaction regarding Amul brand.

5) To know caterers are satisfied with company’s distribution network.

6) To identify the top 5 caterers in Nagpur city.

7) Ultimately to improve the demand of Amul’s products in catering sector.

26
 RESEARCH
METHODOLOGY

27
Research Methodology: -
1. Type 0f Research
 The type of the research study is exploratory research.

2. Hypothesis
 The market share of the Amul products is around 50% in
caterer’s services.
 Customers are satisfied with the services provided by AMUL
in catering sector.

3. Population of study
 Population of the study is all CATERERS services provider in
Nagpur city.

4. Sample
 Sample of the study is all caterers’ services.

28
5. Sample size
 The essence of the research is the sample size and composition.
 Considering the limited and physical resources at the disposal
of the researcher and also the objective of present study it
decided to have sample size of hundred respondents which is
arbitrary.
 This sample size is considered large enough to draw reliable
conclusion what the consumer preferences and attitude towards
AMUL in the “Nagpur”.

6. Sampling technique
 The simple random sampling technique is used for data
collection.

7. Limitations of the research

 Insufficient data provided by the customer may lead to deferred
findings.

8. Data collection
Primary Data
 Primary data is collected by personal interview and filling
questionnaire from the customer.

DATA SOURCE
PRIMARY DATA COLLECTION

29
SURVEY PERSONAL TELEPHONIC MAIL
SURVEY INTERVIEW SURVEY

SURVEY:
It is the most commonly used method of primary data collection in
marketing research. It is the systematic gathering of data from respondents
through questionnaires. The Purpose of survey research is to facilitate
understanding or enable prediction of some aspect of behaviors of the
population being surveyed.

PERSONAL INTERVIEW:
In personal interview, the investigator questions the respondents in a
face- to – face meeting. Personal interviews may be conducted on a door- to
–door basis or in public places, such as shopping centers.

TELEPHONIC SURVEY:
In telephone survey, prospective respondents are telephoned, usually
at home, and asked to answer a series of question over the telephone.

MAIL SURVEY:
The most common mode adopted in surveys is to mail to each of the
potential respondents a questionnaire, complete with instructions and a self-
mail addresses stamped envelope. In this case no personal interaction occurs
between the respondent and interviewer respondents fill out mail
questionnaire and return them duly filled in at their convenience.

SECONDARY DATA

30
 Secondary data on the other include those data which are collected
from some earlier research work and are applicable or usable in the study
researcher has presently undertaken.

Secondary data is collected

o Website
 htpp\\www.google.co.in
 www.amul.com
o Company Journals

SECONDARY DATA
COLLECTION

INTERNAL DATA EXTERNAL DATA

INTERNAL DATA:
It is a procedure or compiled by a firm in its records, orders
shipments, sales result, advertisement expenditure etc. these are a few
examples of secondary data internally available in a firm. It is desired that
firms maintain there internal secondary data in a systematic manner, more
Indian firms are realizing the importance of inter- departmental co-operation
for maintaining such records and repairing maximum benefit from the
internal data.

EXTERNAL DATA:

31
 These data are generated and collected from myriads of events and
sources outside the firm’s premises. Tremendously large number of source is
available from which such data can be extracted. Knowledge of use of
indexes, abstracts, catalogues and directories is needed if researchers want to
make effective use of the numerous sources of data available.

TOOLS OF DATA COLLECTION

QUESTIONNAIRE
A Researcher is motivated to construct a questionnaire when he finds that
the information he needs is not available in the secondary sources. He feels
that information pertaining to customer attitudes, beliefs, demographic and
socio-economic characteristic, and opinions feelings, past product
experience etc information can he procured only through intensive
comprehensive interview discussion with customers.

QUESTIONNAIRE AND INTERVIEW SCHEDULE

The term questionnaire refers to self-administered process whereby the
respondent himself reads the questions and records his answer with out the
assistance of any interviewer. Although both these instruments are
essentially question asking, information gathering tools, yet an interview
schedule is technically a list of questions that will be asked from the
respondent in person by an interviewer who will also record the answer

32
given. Questionnaire is more structured and standardized than the interview
schedule.

DIFFERENT TYPES OF QUESTIONS

The questionnaire, which has been used for survey, consists of
following different type of questions. The reasons for using different type of
question were to get accurate and complete information about the study.
Direct questions are just what their name indicates. They explicitly asked
information desired. Indirect questions refer to those whose responses are
used to indicate or suggested information, other than the actual facts given in
the answer, about the respondent.

Open-ended questions refer to question that has no fixed alternatives

to which the answers must confirm. The respondent answer in his own
words and at any length he chooses.
Closed end questions refers to those question in which the respondent
is given a limited number of alternative responses from which he is to select
the one that most closely matches his opinion or attitude.
Dichotomous questions refer to one, which offers the respondent a
choice between only two alternatives and deduces, the issue to its simplest
terms. The fixed alternative are of type: yes/ no, approval/ disapproval, true /
false.
Multiple-choice question refers to one, which provides several set
alternative for its answers thus it is a middle ground between the free
answers and the dichotomous questions.

OBSERVATION METHOD

33
 Observation involves recording of events or action as they take place
in the environment. The record of selected activities or events may be
through personal or mechanical methods. Observation is a tool of scientific
enquiry in general. In the physical and natural sciences, the observation
method is heavily used because it deal with unanimated objects- plant or
animals, that is, subjects that cannot be responsive to a given stimulus.
This is the clear reason for selecting observation method in research project
relating particularly to the marketing problem.
When people being observed are not apprised of the fact that they are
under observation the method is disguised method in the undisguised
method the observer tell the group about his purpose and questions the
members when ever he feels necessary.

Various mechanical devices may be used for observing the action of people,
while any ready format or pattern can be decided to observe any person.

USING OBSERVATION METHOD:

In order to minimize the personal bias and judgment, observation
method while conducting research must adhere to the following steps:
1. Deciding who or what is to be observed and where to observe it.
2. Deciding the method and timings of recording in observation,
whether manual or mechanical observation method should be used?
In order to minimize observation subjectivity in observation method it must
be decided well in advance that what aspect of the problem will be covered
for collecting information, it should be specifically clear that what
information is to be collected while making an observation. The human
observation if employee must be trained before the observation actually
starts.

34
 They should be trained in such a way that they are clear, precise, and
critical in their observation. They should be consistent while making
observation on different timings, this consistency and clarity will add to
effectiveness in observation.

DATA ANALYSIS
The data, which are processed with the help of editing, coding, and
tabulating activities, are ready for analysis and interpretation, the analysis
and interpretation requires maximum of skill on the part of the researcher.
This is the process of drawing inference with other subject
characteristics. It is said that fact speaks for them.

Analysis is the process of placing the data in an ordered form,

combining them with the existing information and extracting meaning from
them. In other words, analysis is an answer to the question.
Interpretation is the process of relating various it’s of new information
to other existing information, the interpretation attempt to answer “what
relationship exist between the findings to the researcher objectives and
hypothesis framed for the study in the beginning?”

PROCESSING OF COLLECTED DATA

The primary data, which have been collected by surveys, experiments,
or observations by the field investigators, are hastily entered on the
questionnaires. Owing to the pressure of interviewing, the researcher has to
write immediately and often not systematically. The information, thus,
collected may be illegible, incomplete, and inaccurate, to a certain extent.
Also the information, thus, collected is lying scattered in several data

35
collection formats. The data lying in such a crude form are not ready for
analysis. Keeping this in mind, the researcher must take some measures to
bring the data to a form where it cab be easily analyzed. Various steps which
are required to be taken for this purpose are:-
Editing: - It refers to inspecting,correcting and modifying the collected data.
Coding: -It refers to assigning numbers or other symbols to each answer or
placing them in categories to prepare data for tabulation.
Tabulation: - It refers to bring together similar data and totaling them in an
accurate and meaningful form.
Manner: - In the similar way the same attempt is taken in his project.

Cross tabulation of data:-

The process of cross- tabulation involves placing the collected data
into tabular form so that their true meaning can be extracted differently. In
the study tables are made wherever it was needed.
Chart-graphs: - Charts like pie-chart, doughnut, column chart and bar
graphs etc. were introduced to make each part of the study more attractive
and illustrative.
Computer: - There was enormous data was finally analyzed with the help of
MS- Excel.

METHOD OF DATA ANALYSIS One of the methods which are used to

analyze the data is percentage.

PERCENTAGE:-

36
 It refers to a special kind of ratio. Percentage is used in making
comparison between two or more series of data. Percentage are use to
describe relationships.
For example suppose the study found, out of 100 retail out-lets, 40 retail out-
lets have Airtel products , here the figure 40 is meaningless unless it is
related with the base of 100 so researcher can instead say that 40% of the
surveyed pain shops were found possessing Airtel products. Thus in this
project this tool of analysis is being used to analyze the data, percentage can
also be used to compare the relative term, the distribution of two or more
data.

37
 DATA
INTERPRETATIO
N

38
 ANNUAL CONSUMPTION REPORT

Ice
S.N NAME OF CATERERS Paneer Milk cream Paneer Milk Ice cream
IN IN
IN KG LITER IN LITER IN KG LITER IN LITER
1 ADITYA CATERERS 3000 30000 12000 1000 20000 5000
2 AGARAWAL CATERERS 150 1500 1000 50 1000 200
3 AHARIKA CATERERS 300 400 50 100 30 20
4 AJAY CATERERS 1000 5000 5000 100 2000 2000
5 AKRE CATERERS 200 2000 200 50 1000 100
6 AMBAR CATERERS 100 1500 600 30 500 500
7 AMRUT CATERERS 2000 3500 1000 100 2000 200
8 AMRUT CATERERS 200 2000 40 50 1000 20
9 ANAMOL CATERERS 300 350 30 150 100 10
10 ANAND FOOD AND CATERERS 480 3000 2500 100 1000 500
11 ANURADHA CATERERS 700 2500 900 200 1000 300
12 ASWAD CATERERS 100 1500 500 50 500 200
13 AVINASH CATERERS 1000 5000 500 150 2000 200
14 AWIRAT CATERERS 1000 6000 1500 200 3000 500
15 B.K.CATERERS 1000 6000 600 400 1000 200
16 BABA CATERERS 1800 3000 2000 200 1000 1000
17 BAPAT CATERERS 2500 5000 3000 500 1000 1000
18 BAPAT CATERERS 3000 5000 1200 500 2000 200
19 BHANDARKAER CATERERS 1000 7000 5000 300 2000 2000
20 BLACK DIAMOND 100 400 70 30 100 40
21 CHABADA CATERERS 200 500 300 100 200 100
22 CHAMCHAM CATERERS 150 150 70 30 100 30
23 COIN CATERERS 1000 10000 1000 300 2000 400
24 CUISINES CATERERS 3000 13000 4800 500 6000 300
25 DADANJE CATERERS 200 570 50 100 400 20
26 DANGE CATERERS 20 80 250 20 50 30
27 DATATRYA CATERERS 200 1500 1000 20 500 500
28 DEEP CATERERS 300 6000 2000 200 4000 400
29 DHANSHREE CTERERS 300 2500 350 100 1000 30
30 DURGA CATERERS 300 300 50 50 400 30
31 EKTA CATERERS 350 2000 100 200 500 20
32 EKVIRA CATERERS 500 2000 700 100 600 300
33 FRIENDS CATERERS 60 500 300 40 200 40
34 GANGOTRI CATERERS 1000 500 1000 300 200 200
35 GAURAV CATERERS 300 2500 60 100 500 40
36 GOVIND CATERERS 400 1500 300 250 1000 50
37 GOYAL CATERERS 1000 3500 800 400 3000 500
38 GUPTA CATERERS 350 2500 100 100 2000 40
39 GUPTA CATERERS 400 3000 200 150 1000 50
40 HOTEL BATANIA CATERERS 400 24000 10000 200 10000 4000
41 JAISHREE CATERERS 400 500 1000 300 100 400
42 JAISWAL CATERERS 500 1000 350 200 100 40
43 JALARAM CATERERS 2000 3500 1000 500 2000 400
44 JATTERWAR CATERERS 500 2000 500 300 400 400
45 JOG CATERERS 500 10000 100 200 3000 50

39
46 KAPSE CATERERS 100 150 50 50 100 30
47 KARTIK CATERERS 500 3000 500 320 1000 300
48 KHANGAR CATERERS 1200 6000 1200 1000 3000 400
49 KIRTI CATERERS 500 3000 250 1000 2000 100
50 LALIT CATERERS 750 4000 2000 300 3000 200
51 MAHALAXMI CATERERS 600 600 200 300 100 30
52 MAHESHWARI CATERERS 1000 5000 1000 500 2000 400
53 MANGESH CATERERS 300 4000 100 100 1000 30
54 GOYAL CATERERS 100 350 20 50 100 10
55 MAULI CATERERS 200 1800 800 200 1000 400
56 MAYURI CATERERS 800 2500 800 300 1000 200
57 MEGHANA CATERERS 250 300 50 100 100 10
58 NAIDU CATERERS 5000 40000 12500 1500 2000 1500
59 NAIDU CATERERS 1000 30000 25000 100 3000 3600
60 NAYUDU SERVICES 900 25000 24000 500 20000 5000
61 NIDHI CATERERS 700 2000 800 200 1000 400
62 NITIN CATERERS 500 3000 500 300 1000 100
63 NITIN CATERERS 500 3000 1000 400 1400 200
64 OM CATERERS 1000 5000 1000 200 1500 400
65 OM SAI CATERERS 300 3000 140 10 1300 100
66 OMKAR BICHYAT KENDRA 300 250 70 200 100 10
67 PARSODKAR CATERERS 50 500 100 20 100 50
68 PIMPARKAR CATERERS 500 2000 300 300 1000 50
69 POL CATERERS 1000 5000 1000 200 2000 600
70 PRATAP CATERERS 1000 6000 4000 400 4000 680
71 PRATHIBA CATERERS 100 360 100 20 100 30
72 PRATIK CATERERS 2000 4500 1500 300 2000 400
73 PRERNA CATERERS 450 2500 600 200 1000 200
74 RAJA BHAI CATERERS 400 3000 500 200 1000 300
75 RAJPOOT CATERERS 200 1000 700 100 300 200
76 RAMDEOBABA CATERERS 300 300 50 100 100 20
77 RANJAN CATERERS 500 3000 2500 200 1000 300
78 RASRANG CATERERS 150 2500 500 100 1000 100
79 RUCHI CATERERS 100 3000 100 30 2000 100
80 RUCHIRA CATERERS 1500 5000 3000 200 4000 2000
81 S.V. CATERERS 60 125 100 30 100 20
82 SAI BICHAY CATERER 400 2000 600 300 500 200
83 SAI CATERERS 180 6000 1000 100 4000 300
84 SAMADHAN CATERERS 100 1200 600 40 200 200
85 SAMRATH CATERERS 500 200 1000 50 100 300
86 SANSKRUTI CATERERS 250 200 50 100 100 30
87 SEVA CATERERS 100 250 150 30 200 30
88 SHARMA CATERERS 300 1200 30 100 400 10
89 SHITALA CATERERS 70 500 20 20 200 0
90 SHIVANI CATERERS 180 4000 200 100 2000 40
91 SHREE CATERERS 600 4000 700 180 3000 400
92 SHRUTI CATERERS 250 300 70 200 100 20
93 SHUBHAMKAROTI CATERERS 400 2000 350 100 2000 20
94 SHUBHAMKAROTI CATERERS 400 1000 300 150 100 30
95 SHYAM CATERERS 70 1000 30 20 300 20
96 SMRUTI CATERERS 200 1000 250 100 500 40
97 SUGANDH CATERERS 200 12000 4000 150 1000 400

40
 98 SUJATA CATERERS 200 2000 300 100 200 200
99 TIDGUDE CATERERS 80 175 1200 10 100 400
100 YASH CATERERS 250 150 50 100 100 30

Totol 63800 404160 162000 21000 161980 43700

41
(A) TOTAL CONSUMPTION OF PANEER: -

CONSUMPTION PANEER IN PERCENTAGE

AMUL 21000 33%
OTHER 42800 67%
TOTAL CONSUMPTION 63800 100%

Interpretation: Amul’s Paneer capture only 33% of market share and rest of
67% are captured by other companies. So Amul has further scope to capture
huge market share.

42
(B) TOTAL CONSUMPTION OF MILK: -

CONSUMPTION MILK IN PERCENTAGE

AMUL 161980 40%
OTHER 242180 60%
TOTAL CONSUMPTION 404160 100%

Interpretation: Amul’s milk capture only 40% of market share and rest of
60% are captured by other companies. So Amul has further scope to capture
huge market share.

(C) TOTAL CONSUMPTION OF ICE CREAM: -

43
 CONSUMPTION ICE CREAM IN PERCENTAGE
AMUL 43700 27%
OTHER 118300 73%
TOTAL CONSUMPTION 162000 100%

Interpretation: Amul’s Ice-cream capture only 27% of market share and

rest of 73% are captured by other companies. So Amul has further scope to
capture huge market share.

(D)QUALITY OF AMUL’S PANNER:-

44
 QUALITY OF PRODUCT IN PERCENTAGE
GOOD 42%
AVERAGE 38%
POOR 20%
TOTAL 100%

Interpretation:-The quality of Amul’s paneer, 42% is good, 38% is average,

20% is poor. So the company should improve the quality, to attain the
preference of remaining caterer’s.

(E)QUALITY OF AMUL’S MILK:-

QUALITY OF PRODUCT IN PERCENTAGE

45
 GOOD 37%
AVERAGE 45%
POOR 18%
TOTAL 100%

Interpretation:-The quality of Amul’s milk, 37% is good, 45% is average,

18% is poor. So the company should improve the quality, to attain the
preference of remaining caterer’s.

(F)QUALITY OF AMUL’S ICE-CREAM:-

QUALITY OF PRODUCT IN PERCENTAGE

GOOD 30%
AVERAGE 38%
POOR 32%
TOTAL 100%

46
Interpretation:-The quality of Amul’s Ice-cream, 33% is good, 38% is
average, 32% is poor. So the company should improve the quality, to attain
the preference of remaining caterer’s.

(G)DISTRIBUTION NETWORK:-

DISTRIBUTION NETWORK IN PERCENTAGE

GOOD 25%
AVERAGE 35%
POOR 40%
TOTAL 100%

47
Interpretation:-As per the caterers, distribution network of Amul, 25% say
good, 35% say average, 40% say poor. So the company should rearrange the
distribution network to increase the sales.

48
 FINDINGS OF
THE
STUDY

FINDINGS OF THE STUDY

Data interpretation reveals the different facts. These given as under:

 Caterers prefer Amul’s products mainly due to customers demand.

 Most of the caterers are not satisfied with services provided by the
company.

49
 Caterers do not get schemes from distributor as well as they are not
satisfied with the schemes provided by the company during off
season.

 The company provides fewer discounts on its product.

 Company is not able to exploit potential of untapped Nagpur market.

 Though marketing executives visited the market regularly but they are
unable to remove the problem faced by caterers.

 Procurement system is well indeed.

 PANEER is having 33%, MILK is having 40%; ICE-CREAM is

having 27% of total use of the product by the caterers.
 Competitors are providing service to the caterers at low prize and
guarantee of taking back the perishable product in given time period.
 Caterers expecting the good service from the AMUL outlets and
dealers.
 Sales person are not putting good efforts, as there is great potential for
new caterers.

50
 SWOT ANALYSIS

SWOT ANALYSIS
The over all evaluation of the companies strength, weakness, opportunity,
and threats is called SWOT analysis, it is the through study of the strengths
as well as weakness of the company.

51
Strength:
 Amul is one of the best ice-cream manufacturing companies of
international level.
 Amul has good brand image.
 Amul has got certificate of ISO-9002.
 Amul is known for high quality product in very reasonable rate.
 Amul has specification from BIS.

Weakness:
 The local manufacturer trying to eat the market share at low segment
in Nagpur market.
 The loopholes in distribution channel do hamper the growth and profit
of Nagpur products.
 Direct promotional activities are required for the awareness about the
products.
 Company executives are not visiting the caterers regularly.
 Company is not replacing the expiry date products.

Opportunities
 As the Nagpur market is growing many new outlets are being
occupied by the AMUL product.
 Marketing techniques and motivational techniques are being used by
the company to boost sales force put his best possible effort in order to
increase volume of sales and volume of profit.
 Paneer, milk and ice-cream are mostly required in all types of function
so company has great opportunities to introduce new flavors.

Threats
 The competitors of Amul Company are also providing better schemes
and discount to caterers to pressurize them to use their products.

52
 Unsatisfied caterers are shitting in competitor’s product.
 Dinshaw is the highest ice-cream and milk selling brand in Nagpur
city. So Dinshaw can give the major competition in future.
 Local brands give the unhealthy competition to Amul.

53
 CONCLUSIONS

CONCLUSIONS

54
The major conclusions of the study according to the research hypothesis and
objectives:-

 Paneer is having 33%, Milk is having 40%, and Ice-cream is having

27% of total use of the product by the caterers which is less than
50%.
 Caterers are not satisfied with the distribution network of the
company.

 Customers are satisfied with Amul’s paneer and milk but in case of
ice-cream most of the customer prefers Dinshaw’s Ice-cream.

 Due to lack of visit of sales executives in the market, caterers are not
getting proper information about all the schemes so the company has
to increase the sales executives.

 Effective advertisement is required to create product awareness.

 Perishable items needed to be taken back by the company otherwise it

will be the loss for the caterers, due to which they may switch to
competitors products.

 Jog, Aditya, Naidu, Khangar and Bapat caterers are the top 5 caterers
in Nagpur city.

 In order to improve the demand, the top 5 caterers should be given

special discount and the company should supply the products directly
from manufacturing unit within specified time limit.
 Amul is having the good brand image for the quality products.

55
RECOMMENDATI
ONS

56
RECOMMENDATIONS

 Company should increase its budget for advertising its product

through proper advertising media and also create awareness with the
help of hoarding and postures at different location in city.
 Company should rearrange the distribution channel and give proper
training to salesman.
 In order to attract the target market, company should carry out the
promotional campaign.
 Company should run various schemes like giving newly launch
product free with the purchase their regular item. This will not only
result in the increase in the sales but also increases the new products
awareness.
 The company should give discount and also provide schemes during
off season.
 To prepare an effective marketing strategy a company must study its
competitors as well as its actual and potential customer.
 Customer satisfaction and value retention should be given focused to
maintain goodwill of the company.
 By improving the service and distribution network Amul can capture
the maximum market share.
 As the taste changes with time, so new flavors should bring into the
market regularly.
 Making approach to the caterers in a regular interval will help the
company about the recent trend and demand.
 Replacement guarantee of perishable good for a limited period should
be given.
 As per survey and analysis of gathered data, Amul can increase their
sale as compare to present sale by providing effective service.

57
ANNEXURE

58
 QUESTIONNARE

1. Name of the Caterer:-

2. Address :-
3. Contact Person :-
4. Designation :-
5. Phone Number :-
6. Mobile Number :-
7. Email Address :-

ANNUAL CONSUMPTION OF PRODUCTS

PRODUCTS CONSUMPTION OF CONSUMPTION OF

PRODUCTS AMUL’S PRODUCTS
Paneer
Milk
Ice-cream

QUALITY OF PRODUCTS

1. Panner  Good Average

 Poor


2. Milk  Good  Average Poor



3. Ice-cream Good
  Average Poor


DISTRIBUTION NETWORK

Good  Average Poor

COMMENTS:-

59
BIBLIOGRAPHY

60
A. Books:
1. Philip Kotler - Marketing Management
(Eleventh Edition)
2. C. R. Kothari - Research Methodology

3. Rama swami - Marketing Management

B. Internet:
1. WWW.Amul.Com
2. WWW.Google.Com
3. WWW.Amul.coop

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