I Ntroductio N & History
I Ntroductio N & History
I Ntroductio N & History
n
& history
1
In the year 1946 the first milk union was established. This union
was started with 250 liters of milk per day. In the year 1955 AMUL
was established. In the year 1946 the union was known as KAIRA
DISTRICT CO-OPERATIVE MILK PRODUCERS’ UNION. This union
selected the brand name AMUL in 1955.
In the early 40’s, the main sources of earning for the farmers of
Kaira district were farming and selling of milk. That time there was
high demand for milk in Bombay. The main supplier of the milk was
Polson dairy limited, which was a privately owned company and
held monopoly over the supply of milk at Bombayfrom the Kaira
district. This system leads to exploitation of poor and illiterates’
farmers by the private traders. The traders used to beside the prices
of milk and the farmers were forced to accept it without uttering a
single word.
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However, when the exploitation became intolerable, the farmers
were frustrated. They collectively appealed to Sardar Vallabhbhai
Patel, who was a leading activist in the freedom movement. Sardar
Patel advised the farmers to sell the milk on their own by establishing
a co-operative union, Instead of supplying milk to private traders.
Sardar Patel sent the farmers to Shri Morarji Desai in order to gain
his co-operation and help. Shri Desai held a meeting at Samarkha
village near Anand, on 4th January 1946. He advised the farmers to
form a society for collection of the milk.
However, the govt. did not seem to help farmers by any means.
It gave the negative response by turning down the demand for the
milk. To respond to this action of govt., the farmers of Kaira district
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went on a milk strike. For 15 whole days not a single drop of milk was
sold to the traders. As a result the Bombay milk scheme was
At
the
initial stage only 250 liters of milk was collected every day. But with
the growing awareness of the benefits of the cooperativeness, the
collection of milk increased. Today Amul collect 11 lakhs liters of
milk every day. Since milk was a perishable commodity it becomes
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difficult to preserve milk flora longer period. Besides when the milk
was to be collected from the far places, there was a fear of spoiling of
milk. To overcome this problem the union thought out to develop the
chilling unit at various junctions, which would collect the milk and
could chill it, so as to preserve it for a longer period. Thus, today Amul
has more than 150 chilling centers in various villages. Milk is
collected from almost 1073 societies.
With the financial help from UNICEF, assistance from the govt.
of New Zealand under the Colombo plan, of Rs. 50 millions for factory
to manufacture milk powder and butter was planned. Dr.Rajendra
Prasad, the president of India laid the foundation on November 15,
1954. Shri Pandit Jawaharlal Nehru, the prime minister of India
declared it open at Amul dairy on November 20, 1955.
PEOPLE
POWER:
AMUL'S SECRET OF SUCCESS
ACHIEVEMENT:
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Amul: Asia’s largest dairy co-operative was created way back in1946
to make the milk producer self-reliant and conduct milk- business with
pride. Amul has always been the trend setter in bringing and adapting
the most modern technology to door steps to rural farmers.
Amul created history in following areas:
a)First self motivated and autonomous farmers‟ organization
comprising of more than 5000000 marginal milk producers of Kaira
District.
b) Created Dairy co-operatives at village level functioning with milk
collection centers owned by them.
c) Computerized milk collection system with electronic scale and
computerized accounting system.
d)The first and only organization in world to get ISO 9000 standard for
its farmers co-operatives.
e)First to produce milk from powder from surplus milk.
Amul is the live example of how co-operation amongst the poor
marginal farmers can provide means for the socio-economic
development of the under privileged marginal farmers.
Amul in abroad:
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Product
profile of
AMUL
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LIST OF AMUL PRODUCTS SURVEYED
Bread
spread
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Amul
paneer
Liquid milk
10
Amul ghee
Amul ice-cream
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Amul cool and
coco
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RESEARCH
METHODOL
OGY
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TITLE OF THE STUDY
RESEARCH DESIGN
SAMPLING DESIGN
POPULATION
All types of outlets that stock and sell Amul products in the markets.
The outlets have been classified into as follows
Super market:
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Bakeries
Sample size
Ward 11
Retailers 142
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Sample techniques
There are total 144 wards and these wards are allotted to 22 trainees
by purposive sampling method, according to their convenient place.
To find out that which products of AMUL are being sold most (milk,
butter, ice-cream, cheese) compare to their substitute players
product and to know the satisfaction level of retailer toward our
product and distribution channel.
PROBLEM STATEMENT
There has been a drop in the percentage sale of AMUL milk because
of lack of proper distribution channel and misconduct of distributor
with retailer.
The scope of the study is for improving AMUL’S market share in dairy
product and binding customers loyalty by providing best quality to
the customer as well as retailers and also providing best distribution
channel as well as possible.
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SOURCES OF DATA
Primary data
Primary data is a data which have been collected originally for the
first time. in other words, primary data may be outcome of an original
statistical inquiry, measurement of facts or a count that is undertaken
for the first time. For instance data of population census is primary.
Primary data being fresh from the fields of investigation is very often
referred to as raw data. In the collection of primary data, a good deal
of time, money and energy are required.
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Here in this project all data was collected for the first time by the
application of questionnaires method of collecting primary data for
Amul products and for retailers. In this research project we were 20
students and we had given the ward wise area of Pune as well as
Pimpri - Chinchwad.
Field work
The field work for research was conducted during 1st June 2009 to July
11th, 2009 nearly spread all over the Pune area. Total 144
ward/location were divided among the group of 22 people.
The prime job was to cover 144 wards of Pune city. We were given
questionnaires to fill them by retailer. There was target given to us for
one day that we have to get at list 15 retailer’s data and also we have
to get the best possible information from the retailer about Amul
products.
I have covered the following places for the survey of Amul products
and its retailer’s view on Amul products quality and distribution
channel.
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Area covered by me:
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Data
analysis
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1) Fresh milk
Total milk consumption: 11406 liter per day
Total no brand: 10
Most preferred brand Chitle
2) Curd
Total no of brand: 4
Most preferred: Sphruiti
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By analyzing this data we are able to know that in the curd category
Sphruity brand comes on no.1 with having market share of 52% at
after that on no.2 Amul comes with the market share of 37% and on
the third rank govardhan comes with having market share of 8%.
3) Butter
Total no of brand: 4
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4) Ghee
Total no of brand: 10
By analyzing this data that in ghee category the most preferred brand
is Amul with the market share of 57% and after that Chitle comes on
the 2nd place with the market share of 17% and then Govardhan
brand come on 3rd rank with the market share of 7%.
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5) ICE-CREAM
TOTAL NO OF BRAND: 5
• YES
• NO
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If yes, who delivers the products?
• Company Directly
• Distributor
• Whole-seller
• Buying on own from market
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4. Are you satisfied with the Quality of products you are
selling currently?
• Yes
• no
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5. Are you satisfied with the Quality of service provided by
Company / Distributor?
• Yes
• No
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because AMUL is such a big brand in dairy products which giving the
best quality product to the consumer with affordable price.
From this question we can easily identifying the rotten products
if it’s delivered to retailer, then company can get help to rectify these
errors.
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Problem
statements
of retailers
1. Are you satisfied with the Quality of products you are selling
currently?.
2. Are you satisfied with the Quality of service provided by
Company / Distributor?
3. What are the schemes / promotion support provided by the
Company?
4. Are you satisfied with the way these products are delivered to
you?
5. Any suggestions for improvements in ‘Amul’ products?
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These are the question which denotes the Amul’s whole and sole
picture about its product and its quality as well as services provided
by Amul and its distributors.
1) Here for the question no 1 , according to my findings in Karve area
there are 95% of retailer are fully satisfied with the quality of
products and remaining 5% retailers are not satisfied with the quality
of the product.
The remaining 5% retailers were facing problems that:
➢ Sometimes there is come bad smell from the Amul butter.
➢ Amul milk is not having good durability after some day it
becomes stale earlier compare to the other company’s milk.
2)Here for the question no 2 , there are 76% retailer who are satisfied
with the quality services provided by the distributors but there are
24% of the retailer who are not satisfied with the services provided
by the distributors
The remaining 24% retailers were facing problems are as follows:
➢ delay in delivery of product
➢ customer are demanding Amul product but there are no
distributor provided to some shop,so they have to sale other
brand.
➢ sometimes distributor dilevers product when exp date comes to
close.
➢ this retailer wants to sale amul product but there is no
distributor them.
➢ distributor is not coming regularly.
➢ replacement is not done if product rotten.
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Suggestion
s
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Suggestions:-
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Conclusion
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Conclusion:-
Bibliography
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➢ Book - Research Methodology by Aditham Bhujanga Rao
➢ www.amul.com
➢ www.Wikipedia.com
➢ www.marketresearchworld.net
➢ www.emarketer.com
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Appendixe
s
Style of questionnaires:
Liquid Milk
Curd / Dahi
Paneer
Milk
Powder
Butter
Ghee
Cheese
Condensed
Milk
Milk
Sweets
(Shrikhand,
Gulab
Jamun
etc. )
Flavoured
Milk
Buttermilk
/ Lassi
Ice-Cream
Other (pl.
specify)
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2. Are these products delivered at your doorstep?
• Yes
• No
• Company Directly
• Distributor
• Whole-seller
• Buying on own from market
• Any other (Please specify) ___________
3. Are you satisfied with the way these products are delivered to
you?
• Yes
• No
_____________________________________________________________________________
4. Are you satisfied with the Quality of products you are selling
currently?
• Yes
• No
_____________________________________________________________________________
• Yes
• No
_____________________________________________________________________________
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6. What are the schemes / promotion support provided by the
Company?
_____________________________________________________________________________
Retailer Information:
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