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A
PROJECT REPORT ON(MARKET RESEARCH Of AMUL CURD)
FOR
(AMUL GUJaRAT CO-OPRATION)
MASTER OF MANAGEMENT STUDIES
(MMS)
UNIVERSITY OF MUMBAI
SUBMITTED TO
ALLANA INSTITUTE OF MANAGEMENT
STUDIES
UNDER THE GUIDANCE OF
(HARSHAL YAWALE )
SUBMITTED BY
(KHAN aamir hasrat)
(SPECIALISATION)
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MARKETING
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Acknowledgement
I would like to express my sincere appreciation to area manager Harshal Yawale under whose
guidance I have completed this project. The every stage his high perception, valuable ideasand guidance enlightened my mind and helped me to complete my work making this project
successful endeavour.
Along with guidance me to the right course of action. I was also given adequate freedom,
which enables me to apply management and leadership principle, which had been a part our
curriculum.
I extend my thanks to Our Director Dr. LUKMAN PATEL for giving me the valuables
suggestions and appraisal of my work.
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PREFACE
AMUL is the pride not only of Gujarat but also of entire country. I have great pleasure in
preparing this project of such organization. A person aspiring to enter in management
profession must have practical knowledge of the subject. The objective of industrial training
is to develop practical knowledge in student as a supplement to the theoretical study of
management in general as well as industrial. It provides foundation to students intending to
pursue a career in this field. The industrial training is the most exciting experience of theeducation. Every person needs some changes from the routine education. For this training
industry is selected by me and fetch information about different products of AMUL and its
activities. But I concentrated more on taking information about Marketing for AMUL
Chocolates to promote AMUL Chocolates. As I am student of management and the future
Manager the training play vital role in my education. Because of the industrial training I have
knowledge of industrial environment and I felt hat this would be the part of my life. I become
conscious that I am the manager of future and I should also learn how to solve managerial
problem and fulfil others requirement at the time. I have tried my best to represent all
relevant data and information relating to my project work. I hope this report will serve the
purpose of the readers.
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Project title
The objective of this project is to evaluate the pattern of Market research on Amul curd.
This topic has been selected by me to know the whole process involved in the distribution
and placement in that particular area at Mumbai. This also involved meeting with different
retail outlets individuals. This has given me exposure in the real market and to analyses the
real market situation. Another reason is to find out the opportunities that exist in this
segment. To accomplish these objectives as whole it involves meeting with different retailers
and customers and collecting feedback from retailers.
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Scope of the project
The project will extend its periphery in proving information about present practices
capabilities, and future directions of Amuls. It also helps in understanding the market of
Mumbai city.
Understanding domestic marketing and product strategies along with the study of capabilities
of competitors and prices quoted by them. Quality, service, and pricing and scheme etc.
factor of products are also an important part of the study.
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Objective of project
To find out Amul curd position in the south Mumbai market.
To find out Amul sales volume.
To find out competitor sales.
Why doesnt more sales compare to competitors.
To study the competitor market offering.
To study the service provider to retailer.
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INTRODUCTION
Amul(Hindi: , Gujarati: ) is the name of a dairycooperative in India. Derived
from the Sanskrit word "Amulya," Amulmeinvaluable.]Formed in 1946, it is abrand
name managed by an Indian co operative organization, Gujarat Co-operative Milk Marketing
Federation Ltd. (GCMMF), which today is jointly owned by 3.03 million milk producers
in Gujarat, India.
http://en.wikipedia.org/wiki/Cooperativehttp://en.wikipedia.org/wiki/Amul#cite_note-1http://en.wikipedia.org/wiki/Amul#cite_note-1http://en.wikipedia.org/wiki/Amul#cite_note-1http://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Amul#cite_note-1http://en.wikipedia.org/wiki/Cooperative5/28/2018 Amul Internship Project
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BEGINNING OF AMUL
Amul is based inAnand,Gujarat and has been a success of example cooperative
organization. Amul spurred the Revolution in India which in turn made India the largest
producer of milk and milk products in the world. It is also the world's largest vegetarian
cheese brand. Amul is the largest food brand in India and world's largest pouched milk brand
with an annual turnover of US $2.2 billion (2010-11). Currently Unions making up GCMMF
have 3.1 million producer members with milk collection average of 9.10 million litres per
day. Besides India, Amul has entered overseas markets
suchMauritius,UAE,USA,Oman,Bangladesh,Australia,China,Singapore,Hong Kong and
a fewSouth African countries. Its bid to enterJapanese market in 1994 did not succeed, but it
plans to venture again. Dr.Verghese Kurien,former chairman of the GCMMF, is recognized
as a key person behind the success of Amul. On 10 Aug 2006 Parthi Bhatol,chairman of the
Banaskantha Union, was elected chairman of GCMMF.
http://en.wikipedia.org/wiki/Anand,_Gujarathttp://en.wikipedia.org/wiki/Gujarathttp://en.wikipedia.org/wiki/Mauritiushttp://en.wikipedia.org/wiki/UAEhttp://en.wikipedia.org/wiki/USAhttp://en.wikipedia.org/wiki/Omanhttp://en.wikipedia.org/wiki/Bangladeshhttp://en.wikipedia.org/wiki/Australiahttp://en.wikipedia.org/wiki/Chinahttp://en.wikipedia.org/wiki/Singaporehttp://en.wikipedia.org/wiki/Hong_Konghttp://en.wikipedia.org/wiki/South_Africahttp://en.wikipedia.org/wiki/Japanese_peoplehttp://en.wikipedia.org/wiki/Dr_Verghese_Kurienhttp://en.wikipedia.org/wiki/Parthi_Bhatolhttp://en.wikipedia.org/wiki/Parthi_Bhatolhttp://en.wikipedia.org/wiki/Dr_Verghese_Kurienhttp://en.wikipedia.org/wiki/Japanese_peoplehttp://en.wikipedia.org/wiki/South_Africahttp://en.wikipedia.org/wiki/Hong_Konghttp://en.wikipedia.org/wiki/Singaporehttp://en.wikipedia.org/wiki/Chinahttp://en.wikipedia.org/wiki/Australiahttp://en.wikipedia.org/wiki/Bangladeshhttp://en.wikipedia.org/wiki/Omanhttp://en.wikipedia.org/wiki/USAhttp://en.wikipedia.org/wiki/UAEhttp://en.wikipedia.org/wiki/Mauritiushttp://en.wikipedia.org/wiki/Gujarathttp://en.wikipedia.org/wiki/Anand,_Gujarat5/28/2018 Amul Internship Project
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The origin
TheKaira District Co-operative Milk Producers' Union was registered on December 01, 1946
as a response to exploitation of marginal milk producers by traders or agents of existing
dairies in the small town namedAnand (inKaira District ofGujarat). Milk Producers had to
travel long distances to deliver milk to the only dairy, thePolson Dairy in Anand. Often milk
went sour as producers had to physically carry the milk in individual containers, especially in
the summer season. The prices ofbuffalo and cow milk were arbitrarily determined.
Moreover, the government at that time had given monopoly rights to Polson Dairy to collect
milk from Anand and supply it to Bombay city in turn. Angered by the unfair and
manipulative trade practices, the farmers of Kaira District approachedSardar Vallabhbhai
Patel (who later became the first Deputy Prime Minister and Home Minister of free India)
under the leadership of the local farmer leaderTribhuvandas Patel.Sardar Patel advised the
farmers to form a Cooperative and supply milk directly to the Bombay Milk Scheme instead
of selling it to Polson (who did the same but gave low prices to the producers). He
sentMorarji Desai (who later became Prime Minister of India) to organize the farmers. In
1946, the farmers of the area went on a milk strike refusing to be further oppressed. Thus the
Kaira District Cooperative was established to collect and process milk in the District of Kaira
in 1946. Milk collection was also decentralized, as most producers were marginal farmers
who were in a position to deliver 1-2 litres of milk per day. Village level cooperatives were
established to organize the marginal milk producers in each of these villages.
The Cooperative was further developed and managed by Dr.Verghese Kurien along with Mr.
H.M Dalaya. Dr.Kurien, aWorld Food Prize andMagsaysay Award winner, was the pioneer
of this White Revolution. The first modern dairy of the Kaira Union was established at
Anand. Indigenous research and development and technology development at the
Cooperative had led to the successful production of skimmed milk powder from buffalo milk
http://en.wikipedia.org/wiki/Kaira_District_Co-operative_Milk_Producers%27_Unionhttp://en.wikipedia.org/wiki/Anand,_Gujarathttp://en.wikipedia.org/wiki/Kairahttp://en.wikipedia.org/wiki/Gujarathttp://en.wikipedia.org/w/index.php?title=Polson_Dairy&action=edit&redlink=1http://en.wikipedia.org/wiki/Water_Buffalohttp://en.wikipedia.org/wiki/Sardar_Vallabhbhai_Patelhttp://en.wikipedia.org/wiki/Sardar_Vallabhbhai_Patelhttp://en.wikipedia.org/wiki/Tribhuvandas_Kishibhai_Patelhttp://en.wikipedia.org/wiki/Morarji_Desaihttp://en.wikipedia.org/wiki/Verghese_Kurienhttp://en.wikipedia.org/wiki/World_Food_Prizehttp://en.wikipedia.org/wiki/Magsaysay_Awardhttp://en.wikipedia.org/wiki/White_Revolutionhttp://en.wikipedia.org/wiki/White_Revolutionhttp://en.wikipedia.org/wiki/Magsaysay_Awardhttp://en.wikipedia.org/wiki/World_Food_Prizehttp://en.wikipedia.org/wiki/Verghese_Kurienhttp://en.wikipedia.org/wiki/Morarji_Desaihttp://en.wikipedia.org/wiki/Tribhuvandas_Kishibhai_Patelhttp://en.wikipedia.org/wiki/Sardar_Vallabhbhai_Patelhttp://en.wikipedia.org/wiki/Sardar_Vallabhbhai_Patelhttp://en.wikipedia.org/wiki/Water_Buffalohttp://en.wikipedia.org/w/index.php?title=Polson_Dairy&action=edit&redlink=1http://en.wikipedia.org/wiki/Gujarathttp://en.wikipedia.org/wiki/Kairahttp://en.wikipedia.org/wiki/Anand,_Gujarathttp://en.wikipedia.org/wiki/Kaira_District_Co-operative_Milk_Producers%27_Union5/28/2018 Amul Internship Project
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for the first time on a commercial scale anywhere in the world. The success of the dairy co-
operative movement spread rapidly in Gujarat.
Within a short span five other district unions - Mehsana, Banaskantha, Baroda, Sabarkantha
and Surat were organized. In order to combine forces and expand the market while saving on
advertising and avoid a situation where milkcooperatives would compete against each other
it was decided to set up an apex marketing body of dairy cooperative unions in Gujarat.
Thus, in 1973, the Gujarat Co-operative Milk Marketing Federation was established. The
Kaira District Co-operative Milk Producers Union Ltd. which had established the brand
name Amulin 1955 decided to hand over the brand name to GCMMF (AMUL). Impressedwith the development of dairy cooperatives in Kaira District and its success, Lal Bahadur
Shastri,the then Prime Minister of India during his visit to Anand in 1964, asked Dr.Kurien
to replicate the Anand type dairy cooperatives all over India. Thus, theNational Dairy
Developed Board was formed and Operation Flood Programme was launched for replication
of the Amul Model all over India.
http://en.wikipedia.org/wiki/Lal_Bahadur_Shastrihttp://en.wikipedia.org/wiki/Lal_Bahadur_Shastrihttp://en.wikipedia.org/w/index.php?title=National_Dairy_Developed_Board&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=National_Dairy_Developed_Board&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=National_Dairy_Developed_Board&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=National_Dairy_Developed_Board&action=edit&redlink=1http://en.wikipedia.org/wiki/Lal_Bahadur_Shastrihttp://en.wikipedia.org/wiki/Lal_Bahadur_Shastri5/28/2018 Amul Internship Project
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GCMMF
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 farmersand also serve the interest of consumers by providing affordable quality products. GCMMF
markets and manages the Amul brand. From mid-1990s 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.
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Achievements of GCMMF
w3.1 million milk producer member families
15,760 village societies 15 District Unions 9.4 million litres of milk procured per day 150 million (US$2.99 million) disbursed in cash daily GCMMF is the largest cooperative business of small producers with an annual turnover
of 53 billion (US$1.06 billion)
The Govt. of India has honoured Amul with the Best of all categories Rajiv GandhiNational Quality Award.
Largest milk handling capacity in Asia Largest Cold Chain Network 48 Sales offices, 5000 Wholesale Distributors, 7 lakh retail outlets Export to 37 countries worth 150crore (US$29.93 million)Winner of APEDA award for eleven consecutive year
http://en.wikipedia.org/wiki/United_States_dollarhttp://en.wikipedia.org/wiki/United_States_dollarhttp://en.wikipedia.org/wiki/Crorehttp://en.wikipedia.org/wiki/United_States_dollarhttp://en.wikipedia.org/wiki/United_States_dollarhttp://en.wikipedia.org/wiki/Crorehttp://en.wikipedia.org/wiki/United_States_dollarhttp://en.wikipedia.org/wiki/United_States_dollar5/28/2018 Amul Internship Project
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GCMMF: An Overview
Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products
marketing organisation. 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 consumersby providing quality products which are good value for money.
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List of Products Marketed:
Bread spreads:
Amul Butter
AmulLite 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):
Amul Shrikhand (Mango, Saffron, Almond Pistachio, Cardamom)
Amul Amrakhand Amul Mithaee Gulabjamuns
Amul Mithaee Gulabjamun Mix
Amul Mithaee Kulfi Mix Avsar Ladoos
http://toi.amul.com/bread-butter.htmlhttp://toi.amul.com/bread-lite.htmlhttp://toi.amul.com/cheese-cheddar.htmlhttp://toi.amul.com/cheese-spreads.htmlhttp://toi.amul.com/cheese-mozzarella.htmlhttp://toi.amul.com/cheese-emmental.htmlhttp://toi.amul.com/cheese-gouda.htmlhttp://toi.amul.com/desserts-shrikhand-.htmlhttp://toi.amul.com/desserts-gulabjamun.htmlhttp://toi.amul.com/desserts-jamunmix.htmlhttp://toi.amul.com/desserts-kulfi.htmlhttp://toi.amul.com/desserts-kulfi.htmlhttp://toi.amul.com/desserts-jamunmix.htmlhttp://toi.amul.com/desserts-gulabjamun.htmlhttp://toi.amul.com/desserts-shrikhand-.htmlhttp://toi.amul.com/cheese-gouda.htmlhttp://toi.amul.com/cheese-emmental.htmlhttp://toi.amul.com/cheese-mozzarella.htmlhttp://toi.amul.com/cheese-spreads.htmlhttp://toi.amul.com/cheese-cheddar.htmlhttp://toi.amul.com/bread-lite.htmlhttp://toi.amul.com/bread-butter.html5/28/2018 Amul Internship Project
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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:
Amul Flaavyo Yoghurt Amul Masti Dahi (fresh curd)
Amul Masti Spiced Butter Milk Amul Lassee
Amul Ice creams:
Royal Treat Range(Butterscotch, Rajbhog, Malai Kulfi)
Nut-o-Mania Range(Kaju Draksh, KesarPista Royale, Fruit Bonanza, Roasted
Almond)
Nature's Treat(Alphanso Mango, Fresh Litchi, Shahi Anjir, Fresh Strawberry, BlackCurrant, 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)
http://toi.amul.com/cooking-mithai.htmlhttp://toi.amul.com/cooking-mithai.htmlhttp://toi.amul.com/fresh-tazza.htmlhttp://toi.amul.com/fresh-gold.htmlhttp://toi.amul.com/cooking-mastidahi.htmlhttp://www.amul.com/icecream/royal.htmlhttp://www.amul.com/icecream/royal.htmlhttp://www.amul.com/icecream/nutomania.htmlhttp://www.amul.com/icecream/nutomania.htmlhttp://www.amul.com/icecream/nature.htmlhttp://www.amul.com/icecream/nature.htmlhttp://www.amul.com/icecream/nature.htmlhttp://www.amul.com/icecream/nutomania.htmlhttp://www.amul.com/icecream/royal.htmlhttp://toi.amul.com/cooking-mastidahi.htmlhttp://toi.amul.com/fresh-gold.htmlhttp://toi.amul.com/fresh-tazza.htmlhttp://toi.amul.com/cooking-mithai.html5/28/2018 Amul Internship Project
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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) Amul spray Infant Milk Food
Milk Powders:
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
http://toi.amul.com/fresh-tazza.htmlhttp://toi.amul.com/fresh-gold.htmlhttp://toi.amul.com/fresh-gold.htmlhttp://toi.amul.com/fresh-slim.htmlhttp://toi.amul.com/fresh-cream.htmlhttp://toi.amul.com/cooking-sagar.htmlhttp://toi.amul.com/cooking-sagar.htmlhttp://toi.amul.com/powder-milkfood.htmlhttp://toi.amul.com/powder-milkpowder.htmlhttp://toi.amul.com/powder-dairy.htmlhttp://toi.amul.com/powder-skimmilk.htmlhttp://toi.amul.com/powder-coffee.htmlhttp://toi.amul.com/powder-coffee.htmlhttp://toi.amul.com/cooking-mithai.htmlhttp://toi.amul.com/cooking-mithai.htmlhttp://toi.amul.com/powder-coffee.htmlhttp://toi.amul.com/powder-skimmilk.htmlhttp://toi.amul.com/powder-dairy.htmlhttp://toi.amul.com/powder-milkpowder.htmlhttp://toi.amul.com/powder-milkfood.htmlhttp://toi.amul.com/cooking-sagar.htmlhttp://toi.amul.com/cooking-sagar.htmlhttp://toi.amul.com/fresh-cream.htmlhttp://toi.amul.com/fresh-slim.htmlhttp://toi.amul.com/fresh-gold.htmlhttp://toi.amul.com/fresh-tazza.html5/28/2018 Amul Internship Project
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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
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 Amul Kool Koko Amul Kool Millk Shaake (Mango, Strawberry, Badam, Banana)
Milk Drink:
Amul Kool Flavoured Milk (Mango, Strawberry, Saffron, Cardamom, Rose,Chocolate)
http://toi.amul.com/fresh-tazza.htmlhttp://toi.amul.com/fresh-gold.htmlhttp://toi.amul.com/desserts-chocolates.htmlhttp://toi.amul.com/desserts-chocolates.htmlhttp://toi.amul.com/desserts-chocolates.htmlhttp://toi.amul.com/healthy-nutramul.htmlhttp://toi.amul.com/healthy-nutramul.htmlhttp://toi.amul.com/desserts-chocolates.htmlhttp://toi.amul.com/desserts-chocolates.htmlhttp://toi.amul.com/fresh-gold.htmlhttp://toi.amul.com/fresh-tazza.html5/28/2018 Amul Internship Project
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Amul Kool Cafe Amul Kool Koko Amul Kool Millk Shaake (Mango, Strawberry, Badam, Banana)
MARKET SHARE OF DIFFERENT AMUL PRODUCT
Bread Spreads
Amul Butter
Utterly Bitterly
Delicious
AmulLite
Low fat, low
Cholesterol Bread
Spread
Delicious Table
Margarine
The Delicious way to
eat healthy
Milk Drinks
AmulKool Milk Shaake AmulKool
AmulKool Cafe Kool Koko
A delight to Chocolate
Lovers. Delicious
Chocolate taste
Nutramul Energy Drink
A drink for Kids -
provides energy to suit
the needs of growing
Kids
AmulKool Chocolate
Milk
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Amul Internship Project
20/41
AmulKoolFlavored
Bottled Milk
AmulKoolFlavored
Tetra Pack
AmulMasti Spiced
Buttermilk
Amul introduces the
Best Thirst Quenching
Drink
AmulLassee
AmulKoolThandai
Amul Spray Infant Milk
Food
Still, Mother's Milk is
Best for your baby
Amul Instant Full
Cream Milk Powder
A dairy in your home
Sagar Skimmed Milk
Powder
Which is especially
useful for diet
preparations or for use
by people on low
calorie and high protein
diet.
Sagar Tea Coffee
Whitener
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Amul Internship Project
21/41
Amulya Dairy Whitener
The Richest, Purest
Dairy Whitener
Fresh Milk
Amul Fresh Milk
This is the most hygienic
milk available in the
market. Pasteurized in
state-of-the-art
processing plants andpouch-packed for
convenience.
Amul Gold Milk
AmulTaaza Double
Toned Milk
AmulLite Slim and
Trim Milk
Amul Fresh Cream Amul Shakti Toned
Milk
AmulCalci+ Amul Buttermilk
Cheese
Amul Pasteurized
Processed Cheese
100% Vegetarian Cheese
made from microbialrennet
Amul Cheese Spreads
Tasty Cheese Spreads in 3
great flavors..
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Amul Internship Project
22/41
AmulEmmental Cheese
The Great Swiss Cheese
from Amul, has a sweet-dry flavor and hazelnut
aroma
Amul Pizza Mozzarella
Cheese
Pizza cheese...makes greattasting pizzas!
For Cooking
Amul / Sagar
Pure GheeMade from fresh
cream. Has typical
rich aroma and
granular texture.
An ethnic product
made by dairies
with decades of
experience.
Cooking Butter
AmulMalaiPaneer
Ready to cook
paneer to make
your favourite
recipes!
Utterly Delicious
Pizza
Mithai MateSweetened
Condensed Milk -
Free flowing and
smooth texture.
White to creamy
color with a
pleasant taste.
MastiDahi
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oi.amul.com/cooking-pizza.htmlhttp://toi.amul.com/cooking-paneer.htmlhttp://toi.amul.com/cooking-butter.htmlhttp://toi.amul.com/cooking-sagar.htmlhttp://toi.amul.com/cooking-sagar.htmlhttp://toi.amul.com/cheese-mozzarella.htmlhttp://toi.amul.com/cheese-mozzarella.htmlhttp://toi.amul.com/cheese-emmental.html5/28/2018 Amul Internship Project
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Pro-biotic Dahi
Amul Ice Creams
Premium Ice Cream made
in various varieties and
flavours with dry fruits and
nuts.
AmulShrikhand
A delicious
treat, anytime.
AmulMithaeeGulabJamuns
Pure
KhoyaGulabJamums...best
served piping hot.
Amul
Chocolates
The perfect gift
for someone
you love.
AmulBasundi AmulFlaavyo
Yoghurt
NEW LAUNCH CHOCOLATE FLAVOUR AMUL PRO.
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24/41
NEW LAUNCH CHOCOLATE FLAVOUR AMUL PRO.
5/28/2018 Amul Internship Project
25/41
CORPORATE SOCIAL RESPONSIBILITY,THE AMUL WAY
Corporate social responsibility (CSR) has been defined as the commitment of business to
contribute to sustainable economic development working with employees, their families, the
local community, and society at large to improve their quality of life, in ways that are both
good for business and good for development.
To meet with the CSR it is expected that a business in its entire procurement-production-
processing-marketing chain should focus on human development involving the producer, the
worker, the supplier, the consumer, the civil society, and the environment.
Indeed, a very tough task. Most businesses would certainly flounder in not being able to
achieve at least one or many of those expectations. But AMUL has shown the way.
CSR-sensitive Organizational Structure
AMUL is a three tier co-operative organization. The first tier is the co-operative society at the
village, of which; milk producers are voluntary members, managing the co-operative through
a democratically elected 9-member managing committee, and doing business By purchasing
milk from members and selling it to the district level co-operative. There are more than
11,000 co-operatives in villages of Gujarat.
The second tier is the district co-operative that processes milk into milk products, markets
locally and sells surplus to the state co-operative for national and international marketing.
There are 12 district co-operatives each being managed by a 15-member board elected by the
college comprising the nominated representatives or chairmen of the village co-operatives.
Third tier is the state level co-operative - the Gujarat Co-operative Milk Marketing
Federation (GCMMF) responsible for national and international marketing of milk and milk
products produced and sold to it. The GCMMF is managed by the board democratically
elected by and from amongst the chairmen of the district co-operatives .The entire three-tier
structure with the GCMMF at its apex, is a unique institution because it encompasses the
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entire chain from production of raw material to reaching the consumer with the end product.
Every function involves human intervention: 23.60 lakh primary milk producers; 35,000 rural
workmen in more than 11,400 village societies; 12,000 workers in 15 dairy plants; 750
marketing professionals; 10,500 salesmen in distribution network and 600,000 salesmen in
retail network. Accumulation of human capital is sine qua non for the development and
growth of any enterprise or economy. The GCMMF is sensitive towards CSR. It believes that
technology and capital are replicable inputs but not the human capital. Since men are the
basis for achieving the CSR, the GCMMF lays emphasis on their development into
competent, courteous, credible, reliable, responsive communicators and performers. Amul
going to organise seminar in which it will distribute prises for those students had top in SSC
and HSC in their school under the Mumbai region.
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PRODUCT PROFILE
Dahi is popular Indian diet through ages. Dahi is the product made by coagulation of milk
with the help of lactic acid fermentation by advantageous bacteria. Dahi is more preferred
from of all the nutrients of milk in pre-digested form. Amul Masti Dahi is made from
standardized milk with 4.5% fat and8.5% SNF which gives creamy compact body and
texture. Fat content is50 % more than other brands. It is made in the most hygienic way with
state of art modern processing plant. It is made with special culture called Direct Vat set
Culture (DVC), they are RST and CHN-11contains mixer of acid producing and flavour
producing organism to give smooth, mild acidic taste and pleasant flavour consistently. Amul
Masti Dahi is available in convenient and attractive reusable plastic cups. Which are sealedwith tamper proof aluminium seals to avow any adulteration? This curd is available in two
different packs sizes 200 gm 400 gm cups.
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Amul Masti Dahi
Product Name Amul Masti Dahi
Description Curd made from Pasteurised Toned Milk
Packing
Poly Pack - 200 gm, 400 gm, 1 kg *
PP Cup - 200 gm, 400 gm, 100 gm *
* In Selected markets only
Product Specifications
Composition
NutritionalInformation Nutritional Information*
Amount per 100 g
Energy 62 kcal
Energy from Fat 28 kcal
Total Fat 3.1 g
Saturated fat 1.9 g
Cholesterol 8 mg
Total Carbohydrate, g 4.4 g
Added Sugar 0 g
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Protein 4.1 g
Calcium 183 mg
Phosphorus 158 mg
Sodium 61 mg
Thiamine 51.5 mcg
Riboflavin 146 mcg
Niacin 122 ncg
Folic Acid 9.2 mcg
Vit. A (Retinol) 65 mcg
Not a significant source of Vitamin C, Iron and Dietaryfibber.
*Approx. values
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Product Features
Dahi or Curd plays a key role in the Indian diet and in preparation of delicious disheslike Dahi Wada, Dahi Batata Puri, Dahi Rice, Dahi Idli, Dahi Raita, Kadhi and Muglai
Food.
It is ideal meal accompaniment and is delicious as well as nutritious by itself too. It isalso used to marinate veg. and non-veg. dishes.
Dahi is well known for its nutritive values. The answer to making great tasting dishes is fresh, creamy and good quality dahi -
"Amul Masti Dahi."
"AMUL MASTI" Dahi:
Making fresh Dahi is cumbersome, time consuming chore and can cause greatembarrassment to the house wife when it is not prepared properly.
Dahi prepared by local shop owners or at home varies in terms of quality & cultureused.
Amul Dahi is prepared in controlled conditions i.e. maintaining proper temperatures togrow beneficial bacteria and to avoid growth of harmful bacteria.
It is difficult to maintain controlled conditions at Home or at local shop level. Many times the quality of Dahi available from the local market is far from satisfactory
and often found to be contaminated as the culture used do not contain 100% beneficial
bacteria.
AMUL Masti Dahi is a pasteurized product i.e. free from unwanted bacteria. AMUL Masti Dahi is prepared with selected culture having pro health bacteria. The
culture is developed after in depth research.
Superiority of Amul Masti Dahi:
Amul Masti Dahi is prepared from purest, freshest pasteurized milk and it is free fromadded sugar.
What's more, Amul Masti Dahi doesn't contain any preservatives. Amul Masti Dahi is prepared from certified and selected bacterial culture which gives
excellent curd.
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Amul Masti Dahi is hygienically processed and packed in a reusable plastic tub aswell as convenient pouch and thus free from possible adulteration.
Amul Masti Dahi is high on nutrition and taste. Thick, creamy Amul Masti Dahi has a rich, glossy texture. Food tastes even more
delicious at the snap of your fingers.
The live micro flora in Amul Masti Dahi helps the digestive system and enhances theimmune system's ability to fight harmful organisms. It improves the body's natural
defences and helps keep the body functioning at its best.
Amul Masti Dahi having a robotic nature contains live bacterial culture whichincreases milk digestibility, quickens recovery from certain types of diarrheal, skin
infections, enhances immune function of the body and encourages the body to
function in the best possible and most natural way.
Amul Masti Dahi contains all goodness of milk such as proteins, carbohydrates, fats,calcium, phosphorous, magnesium, zinc, iodine and vitamins.
Lactic acid in Amul Masti Dahi is helpful in absorption and utilization of calcium. Amul Masti Dahi is a quality product from the house of "Amul" at affordable price
which gives "value for money".
Why dahi?
Dahi or Curd plays a key role in the Indian diet and in preparation of delicious disheslike Dahi Wada, Dahi Batata Puri, Dahi Rice, Dahi Idli, Dahi Raita, Kadhi and
Muglai Food.
It is ideal meal accompaniment and is delicious as well as nutritious by itself too. It isalso used to marinate veg. and non veg. dishes.
Dahi is well known for its nutritive values. The answer to making great tasting dishes is fresh, creamy and good quality dahi
AmulMasti Dahi.
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Why AMUL MASTI Dahi???
Making fresh Dahi is cumbersome, time consuming chore and can cause greatembarrassment to the house wife when it is not prepared properly.
Dahi prepared by local shop owners or at home varies in terms of quality & cultureused.
Amul Dahi is prepared in controlled conditions i.e. maintaining proper temperaturesto grow beneficial bacteria and to avoid growth of harmful bacteria.
It is difficult to maintain controlled conditions at Home or at local shop level. Many times the quality of Dahi available from the local market is far from satisfactory
and often found to be contaminated as the culture used do not contain 100% beneficial
bacteria.
AMUL MASTI DAHI is a pasteurized product i.e. free from unwanted bacteria. AMUL MASTI DAHI is prepared with selected culture having pro health bacteria.
The culture is developed after in depth research.
Superiority of Amul Masti Dahi
Amul Masti Dahi is prepared from purest, freshest pasteurized milk and it is free fromadded sugar.
Whats more, AmulMasti Dahi doesnt contain any preservatives. Amul Masti Dahi is prepared from certified and selected bacterial culture which gives
excellent curd.
Amul Masti Dahi is hygienically processed and packed in a reusable plastic tub aswell as convenient pouch and thus free from possible adulteration.
Amul Masti Dahi is high on nutrition and taste. Thick, creamy Amul Masti Dahi has a rich, glossy texture. Food tastes even more
delicious at the snap of your fingers.
The live micro flora in Amul Masti Dahi helps the digestive system and enhances theimmune systems ability to fight harmful organisms. It improves the bodys natural
defences and helps keep the body functioning at its best.
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Amul Masti Dahi having a robotic nature contains live bacterial culture whichincreases milk digestibility, quickens recovery from certain types of diarrheal, skin
infections, enhances immune function of the body and encourages the body to
function in the best possible and most natural way.
Amul Masti Dahi contains all goodness of milk such as proteins, carbohydrates, fats,calcium, phosphorous, magnesium, zinc, iodine and vitamins.
Lactic acid in Amul Masti Dahi is helpful in absorption and utilization of calcium. Amul Masti Dahi is a quality product from the house of Amul at affordable price
which gives value for money.
Amul Masti Dahi is widely available in: Gujarat, Delhi & NCR, Western UP,Mumbai, Pune, Nagpur, Raipur, Udaipur, Jodhpur, Jaipur, Indore, Bhopal, Chennai,
Banglore.
SWOT ANALYSIS
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Strengths
The price: The price of amul curd are comparatively low compared low as compared tothe other companies.
Good brand imageIt manufactures only milk and milk products.
Which is purely vegetarian thus providing quality confidence in the minds of customer?
Indian brand:- The company is the having Indian origin feeling of oneness in the mind ofthe customer.
Weakness Improper supply
No replacement
No separate delivery unit
No commercial refrigeration supply
Low retailer margin
No scheme
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Opportunity
Expand the product
Market is growing stage
Less competitors
Introducing new brands and intensive advertising
Product offering
Threat
The major threat is from other company who hold the majority share of upper classconsumer in the present market and the consumer e.g. NESTLE.
There is no brand loyalty in the curd market and the consumer can change their brand.
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Feedback of Retailer
Low margin Competitor scheme better Scheme should be increase quality is better but not margin Delivery problem Not interested Competitor demand Expiry problem
Low sales volume Distribution problem Damage problem Customer demand is here but not margin Product price should be low Validity should be increase Bring new margin strategy for retailers Use promotion strategy.
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Suggestion
Should increase awareness of amul curd advertising in various media. The retailer margin for the product should be increase. They should focus on retailers scheme. Customer demand is there for that should be more amul outlets. They should directly target to the customer through own outlet. To focus on delivery on time and put the order early date of expiry. Main thing is that retailers margin must increase for develop amul curd.
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Limitation
The time for the project was short & I had to be completed on time. Language barrier was also a problem in one or two areas. Retailers were not ready to furnish the detailed information Information
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CONCLUSION
This project was of great importance to me, I have learnt a lot in this project, As we know
that Amul is a very big organization and market leader in dairy products. It has maximum
market share in Milk, Butter and Cheese, which are its main/core products but curd industry
is also a profitable industry and the company cannot ignore it. With the help of research,
company can find out its week points in curd and can increase its market share through
rectify mistakes. Finally I hereby conclude by saying that was really privileged to work in the
company like Amul and had got such a real time exposure of FMCG Company.
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BIBLIOGRAPHY
WEBLIOGRAPHY:
WWW.Wikipedia.Org
www.Amul.com
www.google.com
http://www.amul.com/http://www.amul.com/http://www.google.com/http://www.google.com/http://www.google.com/http://www.amul.com/5/28/2018 Amul Internship Project
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