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Project Report
On
MOTHER DAIRY
Submitted to:Tanvi A.NaharS.Y. B.B.A – ‘A’
ROLL NO: 82
Submitted to:GLS Institute of Business Administration
GLS Campus, Opp Law Garden,Ellis Bridge, Ahmedabad
PREFACE
The systematic Knowledge of management is essential in business. Demand for trained and professional manager is increasing day by day. Keeping this condition in view “Gujarat University” has started B.B.A program which prepares managers for tomorrow. The industrial visit is very important to develop managerial ability at the level of B.B.A students. The training gives me an opportunity to test and verify application of theories and comprehend integration between management theory and practices. Being a student of management it was golden opportunity for me to have this type of visit by this I came to know about the functioning of industries I went to an industrial visit at MOTHER DAIRY I have tried my best to present all the information to the best of my abilities.
ACKNOWLEDGEMENT
I would also like to gratitude to the entire officer and other staff member of the MOTHER DAIRY who provides us full details of their unit. I am thankful to owner of MOTHER DAIRY who provides all the necessary information for this report.
I have no words describe my gratitude for Prof. Swati Modi for giving very best guidance for preparation of this report.
Finally I am thankful to all my colleges for their kind co-operation while collection the necessary information for this report.
CONTENT
Introduction to Dairy Industries Introduction of MOTHER DAIRY Organization Details Production Detail Finance Department Introduction to G.C.M.M.F Marketing Details
- Amul export - Consumer packs - New product development - Market research - Marketing research process - Market segmentation - Cost strategy - Differentiation - Competitive environment - Product mix - Corporative strategy - Pricing - Features - Target Marketing - Packaging - Labeling - Branding - Demand measuring
- Distribution channel - Advertising - Marketing chart - Competitors
Observation, Future plants and Achievement Problems of Dairy Conclusion Bibliography
Introduction of Dairy Industries
A Dairy is one of the parts of agriculture. Dairy Industry
occupies important piece in India Economy. Dairy industry is one of the
consumer good industries. Dairy industry’s product is important item in
population is vegetarian. Therefore milk and milk product assume important
and only sources of animal fats in their daily diet and important sources of
animal protein. From the view point of economy dairy industry has several
significant points in its credit. It brings significant change in socio-economic
structure of rural economy. It has important role in employment generation.
It provides regular sources of supplementary employment of small &
marginal farmer and agriculture laborites.
Dairy Industries has recently Developed. Initially because develop in
this rural are as only on very moderate scale. National sample survey report
has given details about 35% distribution of Monthly production of milk and
milk products.
At the time of independent, there were 106 dairy plants in country. In
India cattle raring has since long been important economic activity of rural
masses. Dairy industry is based on cattle raring activity. India is presumed
to have first rank in production of milk on the global scenario.
Introduction of MOTHER DAIRY
Dairy Industry is one of leading industry in country and world. There are many leading dairy industry in this liven Amul is very big and prestigious Name in Gujarat. This is also well known as ‘Amul’ in international level. And mother Dairy is one of the parts of Amul Dairy. All the products which are produced at Mother Dairy are brand name of Amul’. Amul Dairy & Mother Dairy is a member of Gujarat co-operative milk marketing federation Ltd. (GCMMF). A member dairy is full computerized plant in all India. Mother Dairy has a very strong team of distributors and retailers in Ahmedabad. The milk is supplied to them in pouches by the means of cans. In Ahmedabad it has around 75 distributors and 200 retailers. Mother Dairy does not have the problem of severe competition in milk because it enjoys a share of 60% in Ahmedabad. In the GHEE, MILK POWDER, and ICE-CREAM products it has a though completion from many well established companies. Mother Dairy is a part of the “Gujarat co-operative Milk Marketing Society.”
Other members of Gujarat co-operative milk marketing federation are
as under.
Kheda District Co-operative Milk Products Union Ltd. Anand.
Ahmedabad district co-operative milk products union Ltd. Ahmedabad.
Baroda district co-operative milk products union Ltd. Baroda.
Mehsana district co-operative milk products union Ltd. Mehsana.
Sabarkhantha district co-operative milk products union Ltd. Sabarkhantha.
Banaskhantha district co-operative milk products union Ltd. Banaskhantha.
Surat district co-operative milk products union Ltd. Surat.
Valsad district co-operative milk products union Ltd. Valsad.
Rajkot district co-operative milk products union Ltd. Rajkot.
Bharuch district co-operative milk products union Ltd. Bharuch.
Panchmahal district co-operative milk products union Ltd. Panchmahal.
Mother Dairy collects the surplus milk from above member district
dairy. It has a capacity of 10, 00,000 liter per day.
Mother Dairy is a co-operative form of business organization. It has
fully automatic plant. Its shares in market are 50 to 20 % in India and 70 to
80 Distributors in Ahmedabad. Its products are assured by Quality
Assurance service.
Plant visited
Mother Dairy 35, near Indira Bridge, Village Bhat, Gandhinagar.
Location pattern
The Mother Dairy is situating at Ghandhinagar. It is situated at
very peaceful area. It is very major venture of Gujarat co-operative milk
marketing federation Ltd. It is collecting with all villages near by
Gandhinagar & Ahmedabad. It is nearer to National Highway No.8. Its
transportation facilities is very good service, quality and softly. Labor is
easily available here. The plant is nearer to the market of Gandhinager and
Ahmedabad. Such favorable condition has helped the plant in rapid
development and expansion.
Brief history and origin
Mother Dairy is Gujarat’s one of the leading Dairy. It was established in the year 1994. A mother dairy is member of Gujarat co-operative milk marketing federation limited. And Gujarat co-operative milk marketing federation at a office is situated at Anand A mother dairy’s opinion leader is Amul. Mother Dairy is producing milk and milk products. There are 11 members in Gujarat co-operative milk marketing federation limited and it setup a plant of mother dairy and all union in increase to milk and milk products.Mother Dairy is fully computerized plant in all Asia mother dairy produces all the products it name as under in AMUL.
Growth
Mother Dairy is 30-35 years old. It was started with one product i.e.
milk not its products have increased. Its products in milk are Amul Taza,
Amul Shakti, And Amul Gold and in milk products like Amul ice cream,
Amul Ghee, Amul Milk powder, Amul chocolate, Amul Cheese, Amul
Shrikhand, Amul Mithai mate, Amul Gulabjamuns etc. at that time its
market in all over Gujarat and also in all over India. Its Daily collection of
milk is 10, 00,000 Liters.
Organization Detail
Chairman: Veryhes Kurian
Managing Director: B.M.Vyas
General Manager: Dr.D.r.Chitele
Auditor: Surendra patel Ashish patel Location: Mother Dairy
Plot No. 35, Near indira Bridge, Village Bhat,
Gandhinagar.
Head Office: Gujarat co-operative
Milk Marketing Federation Limited. Amul Dairy Road PB No.10, Anand 388 001, India.
Phone: +91-2692-258507, 258508, 258509 Fax: +91-2692-240208 Grams: Milk fed Email: [email protected]
Introduction to production system
Production of goods & services are the major emphasis on the creation of
goods. Production in most cases, manufacturing mining, farming, fishing, or
timbering, manufacturing or production is the systematic. Step conversion of
form utility in goods. It is done factories, which is house manufacturing
process or is house manufacturing process or broadly production system.
First manufacturing processes takes the products of mine farm & ferrets & modify their matching or other operation done in predetermined sequence. If these are omens there are on subsequent processor. It is more likely, however that a chain of product is arrived & that a chain of processor will required before a product is arrived & that is ready for final consumption each factory in such chain buys the products of processor chats & processing in the given plant, become its product in turn this is sold to subsequent processor or through.
Collection of Milk
The mother dairy is first to setup co-operative society and it
inform to all villagers near by this area thereafter a village man has given a
some part of milk, given by co-operative society and this society is opening
to some hours and it collects milk either morning or evening. A co-operative
society will increase by more and more milk society give a return of rupee
and some other facilities. A society gives a facility like an advance loan. It
gives all facility to its all member. Mother dairy also collects milk of
maximum fats and stuff. Mother dairy collects milk per day in a 10, 00,000
liters. The surplus milk of other district co-operative society is came through
trucks and at first sample of that milk is taken into the laboratory.
If it is passed then that milk is accepted.
200 fats – 400,000 liters
100 fats – 100,000 liters
500 fats – 300,000 liters
1000 fats – 200,000 liters
Raw Materials After collecting of milk a mother dairy’s supervisor he get more
milk made a more creamy and fats SNF (solid not fats.) It’s some raw
material required as under.
Milk, salt, acid and some other chemicals.
Process of collection of milk First the collections of milk of all kens are noted in quality first
of all. Then the sample of each kens milk is send to laboratory and
laboratories checks the fats and SNF content are tested.
1. Pasturerization :
After collection and checking and conducting laboratory test the
pasturing process is conducted. There are 3 pasteurized machines for
pasturing milk. The milk is passed to the pasturing machine, from the tank
with help of water pumps. Here the milk is heated at 80 c to 82 c. By this
process they destroy the milk goes to separator machine.
2. Separation :
Separator machine separate two kids of products skimmed milk
and cream, through channels. There are 106 disks fixed in separation
machine. It is taken to the tank which was capacity of 20000 liters. There
are total 4 insulated in the dairy. The milk in even tank have different
portion of SNF it is testing in laboratory and deficit proportion of fats is
added by mixing cream. The tank is not fully filled but some space is kept
to fill the additional cream.
Products:
The products of mother dairy are as follows.
(1) Amul milk:
In Amul milk there are 3 types of milk produced by mother
dairy.
Types Fats SAF
Amul Tazza 3% 8.5%
Amul Shakti 4.5% 8.5%
Amul Gold 6% 9%
Packaging: Now the necessary fats and packing in pouches of 250 ml,
500 ml, and liters. The packaging pouches are kept in basket and in each
basket 20 pouches are kept the milk then goes to the packaging machine
with the help of pipes. There are of 100 pouches in per minutes. As sporadic
intervals sample of pouches is weighted on the electronic weighting
machine. In this machine there is also a facility of horizontal or vertical
packaging.
Storage facilities: After packaging various pouches the dairy has to store fresh
and packed milk. The milk pouches are then taken to the gold storage with a
capacity of holding 4500 pouches with temperature of 8 c to 10 c. it is
maintaining with the help of exposé fans having silicon chips to maintain
temperature for restoring a mania is used. The pouches are stored in this
room for the whole night and morning they are ready to dispatch.
(2) Amul ice-cream :
In Amul ice-cream there are various items in ice cream premium
ice cream made in various verities and flavor with dry fruits and nuts.
Amul ice cream is made from milk and milk products, sugar, stabilizers
and emulsifiers.
Milk fat 13.5% to 14.5%
Total solids 40% to 41%
Sugar 15% Approx
Acidity 0.17%to 0.19%
Protein 3.9% to 4.1%
Food Energy Value : Calories per 100 ml – 196.7 kcal
Flavors : Vanilla, strawberry, Pineapple, Orange, Rose,
Mango, Chocolate, Honey-New-Melon, Tutti frutti,
Litchi, Kesar Pista, kaju Draksh, Butter scotch, Choc
chips, Raj bhog, and cashew break.
Packaging:
50 ml cup, 500 ml cup, 1 liter pack, 4 liter pack, choc-bar, ice-
candies, cones and kulfies.
Special features:
Various varieties ice cream can be made from the
basic ix by addition of required amount of permissible colors and flavors.
Dry fruits and nuts would be used for making premium verities of ice-cream.
(3) Process of Ghee :
The cream is separated from the separator machine and it is
collected in the butter churning machine. This machine is resolved for
one and half hour and butter is prepared. This butter is further taken to
the ghee kettle.Where it is heated at 40C prepared ghee. In the
department ghee is producing plant production in 28500 liters ghee on
per month and these ghee is preparing by mother dairy is producing in
the market name ‘Amul ghee’.
AMUL PURE GHEE is made from milk fat.
Composition: milk fat 99.7%
Moisture 0.3%
Special feature:
It is made from fresh cream. It has typical rich aroma
and granular texture. An ethnic product made by durries with decades
of experience. Rich sources of vitamin A, D, E, and k.
(4) Process of milk powder :
In first co-operative society collecting milk and after this raw
milk, a laboratrian made fats and creamy milk. So he added some raw
materials like acid, salt and some other chemicals. So this milk is getting
more and more fats in milk alter this milk, it’s try more heating so it
made a powder. Mother dairy is special producing by some milk powder
is healthy for kids and children. In mother dairy produces for some milk
powder those power is mix in so milk is very testy and nutrition’s. Milk
powder is two types.
{A}Cream milk powder:
Amul instant full cream milk powder is made from toned milk
vitamins A and D.
Composition:
Milk fat 28%
Protein 26%
Carbohydrates 37%
Minerals 60%
Moisture 3%
Calories value:
500 Kcal/100 gm every 60 gm of powder
contains minimum 1300i.u. vitamin A and 200i.u.
vitamin D.
Special feature:
The product has more milk fat as compared to normal
milk powders. It is packed under an atmosphere of nitrogen. The
product creamy white in color marketed in India since last 3 decades.
{B} Skimmed milk powder is made from skimmed
milk.
Composition:
Milk fat 1%
Milk protein 35%
Carbohydrates 51%
Minerals 7%
Moisture 3.5%
Special feature:
The product is really soluble in lukewarm water. It is especial
useful for diet preparation or for use by people on low calorie and protein
diet.
Milk and milk powder Revenue from sales
Raw milk inputs like seeds vet, ser, fertilizer Cattle feed return profit
State level marketing federation
District milk producer’s union ltd.
Village milk co-operative society
Village 1 Village 2 Village 3
The product of Mother Dairy also made:
UHT milk
Mozzarella cheese
Frozen pizza
Masti tomato soup
Masti hot & sour soup
Kadhi
Alu paratha
Paneer paratha
Shahi paratha
Lassi
Chas
Many of their products are now available in the
USA, U.K., New Zealand and Gulf Countries.
Financial Department
[A] INTRODUCTION OF FINANCIAL DEPARTMENT
Finance includes rising of the financial resources & their
utilization effectively & purposefully. Finance helps the pace of the business
to go smoothly. This particular aspect makes financial management very
feasible & important of the entire business.
Financial management is that managerial activity which concerned
with planning & controlling of the firm’s financial resources. As a separate
activity or discipline, it is of recent origin. The practicing managers are
interested in this because among the most crucial decision of the firm’s are
those which relate to finance & an understanding of the theory of financial
management provides them with conceptual & analytical insights to make
those decision skillfully.
In business it is a said that finance is life line for every
organization, it is life blood of business. It is needed in each and every field so
it is very important task of financial manager to use in a proper way. The
raising of capital funds & using them for gene sating returns & paying returns
to the supplier of funds are called of the firm.
The main function of finance in any organization is day to day
expenditure. Purchase of technology expansion of unit and other such
activities. Its important role is determining the objectives or goal for which the
company is steeled up. If organization has finance than it can has effective
management and administration.
Financial management is concerned with raising funds in the economic
and suitable manner and using these funds as profitable as possible.
[B] ORGANIZATIONAL OF FINANCIAL &
ACCOUNTING DEPARTMENT
Financial management is an integral part of the job of managers
and it involves planning, allocation of resources and control. Since finance
management is critical function area the ultimately responsibility of finance
management function lies with top management the nature of finance
department organization differs from firm to firm.
The finance department of mother dairy is organized is given as below:
MANAGING DIRECTOR
GENERAL MANAGER
DY.MANAGER
SUPERITENDENT
DY.SUPDT
SR.OFFICER
ASSISTANT
WORKER
The total manpower of finance and accounts department of
district co-operative milk producer union ltd.:
Person No.
Asst.General Manager 1
Managers 2
Officers 16
Clerical staff 31
Peons 1
The main and important financial decisions are taken by top
management and other decisions are taken by the lower management.
The account department is divided into different sections.
1. Milk billing.2. Pay roll.3. Sales billing.4. Costing.5. Cash and bank.6. Book Writing.7. Data Processing.
PERSONNEL DEPARTMENT
The personal function is as important functions because good personal policies
of an organization ensure it of availability of the required types of employees
and also the removed of any disputes arising among the management and
employees.
Seeing the mother Dairy’s personnel policy we can see that it has very
good policy because the relationship between the management and the
employees are good and the personnel department is able to obtain the persons
of the required qualification.
Mother Dairy takes good care of its employees. These are 500
employees that care of the whole plant. As the plant is fully automatic the
employee requirement is less compared to other dairy. The machines are
imparted so the employees should be skilled enough to handle them.
These are 170 technical 110 staff and 230 trainees with an average age
of 23years.
Mother Dairy hires these employees on seasonable bases and out of the
total 500 employees these are 190 permanent employees and the rest are
seasonal.
Mother Dairy also has 10 women employees who are placed in the quality
assurance accounts and the administrations departments.
# Shifts: -
There are 3 shifts in the Dairy
1st shift 7a.m.to 3 p.m.2nd shift 3 p.m.to 11p.m.3rd shift 11p.m.to 7 a.m.
Besides this the employees are given many benefits like # Canteen facility # Medicine facility # Uniform facility # Bonus
# Sport training facility # Accommodation facility
INTRODUCTION OF GCMMF
1. GCMMF means Gujarat Co-operative Milk Marketing Federation. The
GCMMF is getting ready for brand was but it faces a particulars problem
just one of the co-operative union under the NDDB umbrella. It has several
sister co-operative, all of which have their own brands. The GCMMF it self
has second brand Sagar. Locally very successful, they how eves, do not
have the resources to make on FMCG multinational in brand building,
marketing and distribution war.
Gujarat co-operative milk marketing federation (GCMMF) is
India’s largest food products marketing organization it is a state level
apex body of milk co-operative in Gujarat which aims to provide
ruminative returns to the farmers and also serve the interest of
consumer by providing quality product which are good value for
money.
- Member: 12 district co-operative milk producer’s union
- No. of village societies: 1.95 million- No. of village societies: 1.183- Total milk handling capacity: 6.0 million liters per
day- Milk collection (daily average 97-98): 3.85 million
liters.- Milk drying capacity: 450- Cattle feed manufacturing capacity: 1450mts. per day.
Sales turnover Rs. (million) US $ (in milk)
1994-95 11140 355 1995-96 13790 400 1996-97 15540 450 1997-98 18840 455 1998-99 22192 493 1999-00 22185 493 2000-01 22588 500 2001-02 23365 500 2002-03 27457 575
MARKETING DETAILS
Today Amul dairy is very successful dairy in our country. Each of the Amul
products is very tasty and very good. The Amul product is selling in every
where.
The national dairy development Board (NDDB) with its partner the
Gujarat co-operatives milk marketing federation (GCMMF), buttes known
as owner of the Amul brand is the one of the fastest growing FMCC
companies in India. The GCMMF is spending up its own investments. It has
brought into a dairy in NOIDA for RS. 60 crore and another one with a
processing capacity of 10 lakh liters a being setup in palanpur. The GCMMF
has its target worked out. The Federation,which did a turnover of RS.2746
crore by March 2003 hopes to touch. RS.10, 000 crore by March 2005.
Also in place will be distribution network of 75000 stockiest (3500
today) and 1 million retail outlets (4 lakh today).
The Amul brands consolidation the new product launches. While
GCMMF’s unmatched sourcing system, by far its single most important
edge over competition is what keeps it’s a head of the game, it will have to
acknowledge a fast changing chocolates and normal, the big fight will be in
products that Amul has launched recently ice-cream, paneer and mithai up
against companies like HCL and Britinia who are disturbingly family as
with consumer psyche, Amul’s top management might have in see
competition as more than just ancient till to their goals.
Liquid milk marketing in Ahmedabad and up-country market
as helps liters pouch in 3 brands: -
1. Amul Taaza2. Amul Shakti3. Amul Gold
-Mother dairy’s marketing strategy has been very good because it holds market shares of around 60% in Ahmedabad. It sells its products under
a powerful brand of products.
-Amul dairy is the very largest dairy in our country. In India the position
of Amul dairy is very good. The total dispatch is of App 4.25 Liters per
day.
- Arrangement for marketing of milk powder, Ghee ice-cream is made
by GCMMF Anand.
- There are about 40 depots owned by GCMMF spread all over the
country for second leg dispatch.
- The Amul product like Amul Shrikhand, Amul Natural, and Amul Lite
Bread spread, Amul mithai cake, Amul pure Ghee, Amul chocolate all
these items are very popular in market. The product price is very
reasonable.
- Liquid milk marketing in Ahmedabad and up country market in half
liter pouch in 3 brands.
Amul Taaza
Amul Shakti
Amul Gold
- Total dispatch of Apr.4.25 lacs liters per day.
- Arrangement for marketing of milk powder, Ghee, Ice-cream is made
by GCMMF Anand.
- There are about 40 depots owned by GCMMF spread all over the
country for second leg dispatch.
Amul Exports
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 Export for the last 5 years. Mother Dairy has set up a 100 per cent Export Oriented Unit with a capacity for processing over 15000 metric tones of fresh produce annually. Moreover, a new state-of-the-art plant with an installed capacity for processing 10 metric tones of fruit per hour is being set up at Bangalore. The units are ISO 9001-2000 and HACCP certified, and the products are Kosher certified.
Consumer Packs
Amul Pure GheeAmul ButterAmul ShrikhandAmul Full Cream Milk Powder Amul Mithai GulamjamunAmul Skimmed Milk PowderNutramul Brown BeverageAmul spray infant Milk FoodAmul CheeseBulk PacksAmul Industrial Casein
Many of their products are now available in the USA, U.K., New Zealand
and Gulf Countries.
NEW PRODUCT DEVELOPMENT
New Product Development is a process of generating new products
Generation of new idea▼
Concept of Development and Testing▼
Pro type Development▼
Market Testing▼
Commercialization
The new product is generated by the whole process. Amul is very popular
brand of Gujarat. It serves great quality products at very reasonable rates. It
has a wide range of products. Amul also rocks its consumers by giving them
new range and a newer product which is never launched by other companies.
MARKET RESEARCH
Every research starts with a problem that the Marketer has to take
decisions in the long run about environmental forces which affects the
business. Research will help to solve the problems by collecting all the data.
Research is a process of asking questions and getting answers from
the Market about the Environmental forces. Every research to be successful
should have some objectives. Objectives of research should be smart,
measurable, dynamic, realistic and time-bomb.
Amul is doing great Market Research by using clear objectives to
achieve great and successful results.
MARKETING RESEARCH PROCESS
Define the problems and Research the objectives▼
Develop the Research Plan▼
Collect the Information▼
Analysis the Market▼
Check Present Research Plan▼
Make New Research Plan
MARKET SEGMENTATION
Whenever a market for a product or service consists of two or more buyers
the market is capable of being segmented. That can be divided in to
meaningful buyer groups, the purpose of segmentation is to determine the
largest consumers to prepare appropriate.
The market segmentation is done on the basic of 3 variables:
1. Geographical segmentation
2. Demographical or Stenographical segmentation
3. Behavioral segmentation
For product of Mother Dairy the main three brands have below fat and SNF.
BRANDS FAT SNF Shakti 4.50% 8.50% Taaza 3.00% 8.50% Gold 6.00% 9.00%
So, we can evaluate that the brand:--
Gold is for the rich people, Shakti for middle class people and Taaza for poor people.
COST STRATEGY
Amul is cost competitive due to its investment in project manufacturing capabilities and manufacturing progress.Costs can set the floor for the price that Amul Dairy can charge. It wants a price that both covers all its cost for producing, distributing and selling the product and delivers a rate of return for its efforts and risks.
DIFFERNTIATION
Amul offers a wide range of ice-cream. Also it has different prices for
different products.
Competitive Environment
Amul Foods Pvt. Ltd. has consolidated its position through totemic location,
manufacturing operation, clusters around Gujarat.
Product Mix
Different varieties of ice-creams of good quality and wide range of product
will satisfy needs of the customers.
OffersCompany gives nice products with very special offer that consumer can not
left out without the taste of the product.
Some schemes are like this:
Corporative Strategy
Achieve a global excellence by choosing the finest raw materials continually
investing in technology up-graduation and uncompromising quality.
Marketing Blue Prints of Amul Strategy led Investment.
Customer Service.
Marketing Leadership.
Uncompromising Quality.
PRICING
In simple words price is the amount of money and other items with vitality
made to acquire a product recalling that utility is the attribute that has the
potential to satisfy wants.
Price List of products Marked: (Rs.) Price Quantity
(1) Bread spreads:● Amul Butter 16 100 g.● Amul Lite Fat Bread spread 30 100 g.● Amul Cooking Butter 11 100 g.
(2) Cheese Range:● Amul Pasteurized Process Cheddar Cheese 40 200 g.● Amul Processed Cheese Spread 32 200 g.● Amul Pizza (Mozzarella) Cheese 42 200 g.● Amul Shredded Pizza Cheese ● Amul Emmental Cheese ● Amul Gouda Cheese 50 200 g.● Amul Malai Panner (Cottage Cheese) 13 100 g.● Utterly Delicious Pizza 35 100 g.
(3) Mithaee Range (Ethnic sweets)● Amul Shrikhand 60 1 kg.
Mango 70 1 kg.SaffronAlmond PistachioCardomon
● Amul Amrakhand 18 200 g. ● Amul Mithaee Gulabjamuns 76 1 kg. ● Amul Mathaee Gulabjamun Mix 35 200 g.● Amul Mithaee Kulfi Mix ● Avsar Ladoos 65 500 g.
(4) UHT Milk Range:● Amul Shakti 3% fat Milk ● Amul Tazza 1.5% fat Milk 7 200 g.● Amul Gold 4.5% fat Milk 30 1 lit.● Amul lite Slim-N-Trim Milk 0% fat Milk 25 1 lit.● Amul Shakti Toned Milk
● Amul Fresh Cream 18 200 g.● Amul Snowcap Softy Mix 50 1 lit.
(5) Pure Ghee:● Amul Pure Ghee 160 1 lit. ● Sagar Pure Ghee 160 1 lit.● Amul cow Ghee 170 1 lit.
(6) Infant Milk Range:● Amul Infant Milk Formula 1 (0-6 months) 105 ● Amul Infant Milk Formula 1 (6 months above) 105● Amulspray Infant Milk Food 33 500 g.
(7) Milk powders:● Amul Full Cream Milk Powder 70 500 g.● Amulya Dairy Whitener 78 500 g. ● Sagar Skimmed Milk Powder 70 500 g.● Sagar Tea and Coffee Whitener
(8) Sweetened Condesed Milk:● Amul Mithaeemate Sweetened Condesed Milk 40 400 g.
(9) Fresh Milk:● Amul Tazza Toned Milk 3% fat 11 500 ml● Amul Gold Full Gream Milk 6% fat 12.50 500 ml● Amul Shakti Standardized Milk 4.5% fat 11.50 500 ml● Amul Slim & Trim Double Toned Milk 1.5% fat 10 500 ml● Amul Cow Milk 11.50 500 ml
(10) Curd Products:● Yogi Sweetened Flavoured Dahi (dessert)● Amul Masti Dahi (Fresh Curd) 9 200 g. ● Amul Masti Spiced Buttermilk 6 200 g. ● Amul Lassee 12 500 g.
(11) Amul Ice-cream:● Royal Treat Range
Butterscotch 13 100 ml.Rajbhog 15 100 ml. Malai Kulfi 12 100 ml.
● Nut-O-Mania RangeKaju Draksh 13Kesar Pista Royale 15Fruit Bonanza (combo) 110 750 ml. Roasted Almond 18
● Nature’s Treat 100 ml.Alphanso Mango 15 100 ml.
Fresh litchi 15 100 ml.Shahi Anjir 18 100 ml.Fresh Strawberry 15 100 ml.Black Current 12 100 ml.Santra Mantra 15 100 ml.Fresh Pineapple 15 100 ml.
● Sundae RangeMango 12Black Currant 12 Sundae Magic 65Double Sundae 80
● Assorted TreatChocobar 10 60 ml.Dolies 10 60 ml.Frostik 15 60 ml.Ice Candies 5 60 ml.Tricone 10 60 ml.Chococrunch 15 60 ml.Megabite 20 60 ml.Cassatta 22 60 ml.
● Utterly DeliciousVanila 10 100 ml.Strawberry 10 100 ml.Chocolate 12 100 ml.Chocochips 15 100 ml. Cake Magic 200 1 kg.
(12) Chocolate & Confectionery:
● Amul Milk Chocolate 10 35 g.● Amul Fruit & Nut Chocolate 15
(13) Brown Beverage: ● Nutramul Malted Milk Food 80 500 g.
(14) Milk Drink:● Amul Kool Flavored Milk
Mango 12 200 ml. Strawberry 12 200 ml.Cardmon Rose 8 200 ml.Chocolate 10 200 ml.
● Amul Kool Café 13 200 ml.
(15) Health Beverage:●Amul Shakti White Milk Food 110 500 g.
(16) New Product:●Amul Basundi
FEATURES:-
1 Internal factor .
Marketing objective Marketing mix strategy Cost Org. consideration
2 External factor
Nature of mkt. & demand Re-sellers Government Other environmental factors
TARGET MARKETING
In today’s competitive market place any company. Which wants to be
successful must be customer centered where consumers differ in one or
another way. They may differ in their wants, resources, location, buying
attitudes and buying practices.
A marketer can rarely satisfy every one’s needs in a market. There are
too many different types of consumers with too many different kinds of
needs people with every age group, every cultural group, every status group
etc. want to eat ice-cream and buy it less or more.
PACKAGING
Packaging involves designing & producing the container or wrapper for a
product. The package may include the products primary container a
secondary container. Thrown out when the product is about shipping
package necessary to store identify and the ship the product. Innovative
packaging can give a company an advantage over competitors. Where in
contrast poorly designed package can headaches for consumer and last sales
for the company. In recent year product safety has also become a major
packaging concern.
Developing an effective package requires a number of decisions. From the perspective of both the firm and consumers, packaging must achieve a number of objectives:-
Identify the brand Convey descriptive & persuasive information Facilitate product transportation and protection Assist at – home storage & Aid product consumption
MOTHER DAIRY packed their product in the box when they received the order. They have a special department for the packing of the product.
LABELING
Labeling the printed information appearing on or with the package is also a
part of packaging labels may range from simple tags attached to the complex
graphics that are part of the package. At the very last the label identifies the
product or brand label might also decide several things about the product.
Who made, where it was made, when it was made, its contents how is to be
used, how might promote the product through attractive graphics.
Amul has packaging and labeling department all the materials come
packed in the plastic bags so that it would not be affected by dust with the
help of these packaging machines all the work regarding packaging is done.
Also ovens are used for testing of test tubs.
All these things are mentioned in the checking receipts which is
subscribed by the laboratory and the chemist and after that all the process of
making product is done the above mentioned all things are checked and
therefore remarked is made and person in charge signatures the receipts.
BRANDING
All the product of MOTHER DAIRY whether Milk, and other
accessories are marketed under the only brand name of AMUL.ere
Branding are more than just names and symbols. A brand represents
consumer’s perceptions and feelings about a product and its performance.
Everything that represents the product or service means to the consumers.
A brand is a name, term, sign, symbol or a combination to identify
the products of one seller or a one group of sales and to differentiate them
from competitive products.
Branding is a process of classify a distinctive brand name or symbol
to a product in order to differentiate it from competitive products.
DEMAND MEASURING
Forecasting of demand is a very important task in Marketing. The unit has
to look forward and so for that forecasting of demand is very necessary.
Different company has different techniques and so as our “Amul”.
The main sources of measuring the demand are past sales. The unit
takes in to account the past sales in the different seasons and measures
demand.
The other techniques used by Amul are expected growth, kind of
input i.e. sales promotion, production and last but not the least through in
built exercise or in built data. Everything is done in the unit.
DEMAND MEASURE
PAST SALES
▼EXPECTED GROWTH
▼KIND OF INPUT
▼SALES PROMOTION
▼PRODUCTION
▼IN BUILT EXERCISE
▼IN BUILT DATA
DISTRIBUTION CHANNEL
In milk MOTHER DAIRY has a very strong distribution channel around 85 distributors and 200 retailers. These distributors and retailers get the milk every morning by the means of the delivery trucks either of the distributors of the dairy.
Mother dairy also markets its earlier products like Ice-cream earlier it used to market its Ice-cream under the name of Amul but recently it has started to market Ice-cream under the name of Mother dairy.
The marketer uses this distribution channel to dispatch or deliver the
physical product or service to the buyer or users. The distributor channel
must be effective in any company which wants to succeed in this
competitive market. There are physical distribution channels and service
distribution channel. Trade channel are like distributors whole suffers and
retailers.
Amul distribution channel is effective which is crucial for the success
of the unit. The Distribution Chart of Amul is described as follows:
PRODUCERS ▼ AGENTS ▼ WHOLE-SELLERS ▼ RETAILERS ▼ CONSUMERS
ADVERTISING
Advertising literally means to know to public, especially to encourage sales.
Advertising is presentation of ideas, goods or service paid for buy identify or
identifiable sponsors.
Advertising is the non personal mass selling. In modern & dynamic
world, no business can survive without advertising. So advertising is one of
the most important aspects of the business.
Now the problem is how to advertise. So advertisement should be
with a view point to maximize returns on money invested. Advertisement is
proven as the covering message of the company in the potential buyers
through the different types of media, which will give information about the
quality of the product.
The element of good advertising plants is: -
1. The market
2. The competition
3. consumer profile & attitudes
4. distribution
5. Evaluation of previous advertising
6. objectives
7. strategy
8. copy
9. Media
10. Promotion
11. Research
12. Budget
MARKETING CHART
MARKETING
MARKETING SERVICE MANAGER
OFFICE MANAGER
ADVERTISING MANAGER
SALES MANAGER
PHYSICAL DISTRIBUTION MANAGER
COMPETITIORS
Though Amul is very famous all over the country and now even
some of the countries, it has equally though competitors its competitors
includes Britannia, Nestlé, Glaca, Hindustan lever ltd, Dabon, Nescafe, and
Gamble etc.
Amul is market leader in infant milk food spray with 65% market
lactogen. This has 30% market share. Amul scores over Nestle mainly on
price factors it costs 40% less.
By far, the biggest advantage that Amul has its cost, which enables
price to be kept in cheat distribution, is new area where it cost competition.
OBSERVATION FUTURE PLANTS AND
ACHIEVEMENTS
Observation future plans and achievement well known and prestigious
dairy in Gujarat. It is member of GCMMF. It is fully computerized plant in
all asia. It is one type of fully consumer goods industry and mother dairy is
fully supporting by Amul dairy. In these products produced by mother dairy
is brand name ‘Amul’. Mother dairy is surplus by his some other member of
Gujarat Co-operative milk marketing federation Ltd. It’s a major venture
Gujarat GCMMF. It will increase by more and more produces by milk.
Mother dairy is collecting a 10,000 Liters In per day. Mother dairy is
situated at very good places area. So this transportation facility is very good
service in Gujarat.
A Mother Dairy is producing Milk, Ice-cream, Ghee, and Milk
powder. After years it will be more and more increasing by Ice-cream. In
this Mother dairy creates new planning is it increasing at 14, 00,000 lacks
liters of milk per day. Its big achievement is mother dairy is fully
computerizing plants in all Asia. So its works are neatly and quickly.
PROBLEMS OF DAIRY
Though Mother dairy is very successful because of Amul dairy. In the
production of Milk and it has to face some external problems which are not
in its control. Amul dairy has not of problems like
There is inability to bread dairy through the year, so it suffers
from season ability in the total production per day.
Quality dairy animals are in short supply in India.
The production of Milk is low in summer so it may not be able to
meet full demand to the customer.
The plant is fully computerized and operation is done by only
through by machienes so it there arises a problem in any one of the
machines then it can affected the whole the production process.
While producing 10 lacks liters of Milk 12 lacks liters of efficient
is erected which is difficult to be disposed off and may cause
pollution.
According to the sources within the unit there is not enough
availability of land for the physical expansion of the plant.
It has main problem of man power and electricity power.
CONCLUSION
From the above report we can conclude that the dairy industry in India
and especially in Gujarat are growing very fast. It is not only meeting local
requirement but also emerging to be an export earning opportunity.
At the end of the report I can conclude that Mother Dairy has a very
good prestige in the market. The dairy has a good marketing co-operative
society and their brand name employees are very much satisfied with the
management. The dairy is able to make good profit by providing satisfied
Quality product.This project report has provided as an opportunity to get a
brief view of the market for the chain of Milk and other product
The co-ordination and continence shows the bright future of the unit.
Bibliography
Marketing Management by Philip Kotler.
www.google.com
www.motherdairy.com
www.amul.com