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Submitted By:
Praveen Kumar Jangra
Roll No. 510911042
PROJECT PROFILE
• Industry background
• Executive Summery
• Project Brief
• Problem environment
• Competitive Situation
SECTION B
The Project – Background &
Methodology
• Research Objective
• Information requirements – in detail and
source of information
• Research design –Alternatives and
choice
• Research instrument used
• Sampling Technique used &sample size
• Field work- method used for data
collection
• Analytical tools used
• Limitations
SECTION C
Analysis
• Sample profile
• Primary data tabulation & Interpretation
• Interpretation and findings
• Conclusions
• Suggestions
SECTION A
PROJECT PROFILE
• Industry background
• Executive Summery
• Project Brief
• Problem environment
• Competitive Situation
1950-51 1990-91
63.5 67.0
12.0 16.0
4.1 3.1
1.3 0.3
16.5 10.0
World (1996)
1320 151 1471
0.64% / year 0.87% / year
In India In World
28 breeds of cattle 1997 520.6 mt 5.5-0.75%
.2020.620 to 650 mt.
7 breeds of buffalo
Milk Production
1950 – 17 million tonnes
1996 – 70.8 million tonnes
1997 – 74.3 mT
(Projected) 2020 – 240 mT
Expected to reach- 220 to 250 mT – 2020
India contributes to world milk production rise from
12-15 % & it will increase upto 30-35% (year 2020)
Average milk production / year
Percapita availability:
Recommanded – 210 gm
India
1950 132 gm
1997 214 gm
2020 290 gm
Milk Composition
Sr. Constituents Buffalo Cow Goat Liquid
no skimmed
milk
1 Moisture (gm) 81.00 87.50 86.80 92.10
2 Protein (gm) 4.30 3.20 3.30 2.50
3 Fat (gm) 6.50 4.10 4.50 0.10
4 Minerals (gm) 0.80 0.80 0.80 0.70
5 Carbohydrates 5.00 4.40 4.60 4.60
(gm)
6 Energy calories 117.00 67.00 72.00 29.00
(kcal)
7 Calcium (mg) 210.00 120.00 170.00 120.00
8 Phosphorus 130.00 90.00 120.00 90.00
(mg)
9 Iron (mg) 0.20 0.20 0.30 0.20
India:
leading most buffalo populated country
78 millions most of reverie
Production performance
Growth:
The average birth wt.(Indian buffaloes) low 21 kg
High 41 kg
Higher in male calves than in females
Average daily gain of 548 gm between 3-6 months
404 gm between birth to 36
months
Body weight at first calving- ranges from
367 kg (Dharwati) to
531 kg (Nili Ravi)
Higher growth rate in reverine breeds than swamp
MILK PRODUCTION
Reproduction Performance: -
Most of the buffaloes are considered to be seasonal
breeds with maximum calving taking place from July
to November in almost all breeds
Buffaloes come in oestrus in cold month and are sub-
fertile during hot month
Sub-fertility-> due to poor thermoregulaion in
buffaloes and
Poor nutrition -> poor heat symptom-low heat
detection (only ligno-cellulosic material straw /dry
roughages)
Ah, butter! Who can possibly not like that tastiest of all
treats? And yet, popular as that dish is today, it took
almost 3000 years of food evolution for pizza to reach
its current fancy state.
GCMMF Today
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 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
Amul Butter Girl
Members: 12 district
cooperative milk
producers' Union
No. of Producer 2.41 million
Members:
No. of Village 11,615
Societies:
Total Milk handling 7.4 million litres per
capacity: day
Milk collection (Total 2.08 billion litres
- 2004-05):
Milk collection (Daily 5.71 million litres
Average 2004-05):
Milk Drying Capacity: 511 metric Tons per
day
Cattle feed 2340 Mts per day
manufacturing
Capacity:
An Overview on Amul
Organization structure
Umbrella brand
Coordination
• Sadar Bazar
• Netajee Nagar
• Bikhajee Kama
• Sarojini Nagar
• Malcha Marg
• Moti Baagh
• R.K. Puram
• Munirka
• Najafgarh
• Udhyog Vihar
• Lajpat Nagar
• Sector-7,9,14 Gurgaon
All this has helped me to identify the problems that
are faced by the retailers in the market and the
possibility and challenges of retail the amul products
in the different area. As it was an independent audit
so the chances of bias in the answers given by
retailers was also less
Bread Spreads
Amul Butter Amul Lite
Utterly Low fat, low
Butterly Cholesterol
Delicious Bread
Spread
Delicious
Table
Margarine
The Delicious
way to eat
healthy
Milk Drinks
Amul Kool
Thandai
Powder Milk
Fresh Milk
Amul Calci+
Cheese
For Cooking
Desserts
Health Drink
No. of Cooperative 12
Unions
No. of Producer 2.5 million
Members:
No. of Village 11,962
Societies:
Total Milk Handling 9.91 million liters
Capacity: per day
Milk Collection (Total - 2.28 billion liters
2005-06):
Capacity 6,595 thousand
liters per Day
No. of Dairy Plants 19
Sales Turnover
Sales Rs US $ (in
Turnover (million) million)
2001-02 23365 500
2002-03 27457 575
2003-04 28941 616
2004-05 29225 672
2005-06 37736 850
ORGANISATION CHART
(MARKETING DIVISION)
MANAGING
DIRECTOR
GENERAL
MANAGER
ASSISTANT GENERAL
MANAGER
ASSISTANT GENERAL
MANAGER
(ZONAL HEAD)
DEPOT IN CHARGE
Amul cooperative devolpment programme
SECTION B
• Research Objective
source of information
• Limitations
OBJECTIVE: -
• Personal details
• Demand for Amul Beverages
• Distribution system
• Costumer satisfaction
• Demand of Milk and butter.
SOURCE OF INFORMATION
SECTION C
Analysis
• Analysis & Interpretation
• Complaint
• Suggestions
• Bibliography
120
Amul Kool
100
Amul Kool
80
Kafe
60 Amul Lassee
40 Amul Butter
Milk
20
100
Daily
80 Once in a week
Twice in a
60
week
Forthnightly
40
No delivery
20
180
160
140
120
100 Yes
No
80
60
40
20
0
1st Qtr 2nd Qtr 3rd Qtr 4th Qtr
180
160
140
120
100
Yes
80 No
60
40
20
160
140
120
100
Yes
80 No
60
40
20
70
60
50
yes
40 no
30
20
10
0
1
90
80
70
brands?
20
a. yes b. no
10
0
1
70
60
Interpretation:
50 It is found that consumer prefer Amul
milk than other competitor.
40
yes
no
30
0
1
60
50
40
0
1
35
30
25
0
1
Interpretation: It is clear that there is a huge craze in
children and young age boys and girls toward
the amul bervages.
GRAPH SHOWING NEW OUTLETS
200
180
160
140
120
Total Sample
100
New outlets
80
60
40
20
0
COMPLAINTS
• www.amul.com
• www.indiatimes.com
• www.scribd.com
Economic Times