INTERNATIONAL SCHOOL OF BUSINESS & MEDIA, PUNE

Summer Internship Project Report On "AMUL VIDYA AWARDS" CUSTOMER RELATIONSHIP MANAGEMENT

Submitted By Adarsh Agarwal ISB&M Pune

Submitted To Ms. Supriya AMUL

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INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Nande Campus, Pune.

CERTIFICATE

This is to certify that this project entitled Amul Vidya Awards on customer relationship management was done by ADARSH AGARWAL who carried out the project work as a summer internship under my supervision for partial fulfilment of the requirements for the award of the degree of Post Graduation Diploma in Management in Marketing & IRM at International School of Business & Media, Nande Campus, Pune.

Date: 11 JUNE 2013 SIGNATURE Reporting Officer

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INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Nande Campus, Pune.

ACKNOWLEDGEMENT

It is my great pleasure in taking this opportunity to express my sincere thanks and deep sense of gratitude towards my honourable and respected guide Ms. Supriya Singh who has given us valuable guidance constructive criticism, kind advice and constant encouragement for making this project a success. I take this opportunity to thank, for being the wonderful guidance light and a source of inspiration throughout the project. I would also like to thank all schools of pune for taking necessary steps required for completion of this project.

ISB&M, Pune (Nande)

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INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA Nande Campus, Pune.

DECLEARATION

I, ADARSH AGARWAL hereby declare that the project report entitled Amul Vidya Awards on customer relationship management is an original and practical work. The content of project report has not been published before and reflects the work done by me during my summer internship in Pune from 12th April 2013 to 11th June 2013, under the Post Graduation Diploma in Management in Marketing & IRM at International School of Business & Media, Nande Campus, Pune.

ISB&M, Pune (Nande)

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Contents
Executive Summary .................................................................................................................. 6 Chapter-1:-Introduction: ............................................................................................................ 7 Gujarat Cooperative Milk Marketing Federation Ltd. ............................................................... 8 Chapter-2:-Company Profile ................................................................................................... 10 GCMMF AN OVERVIEW ........................................................................................................ 13 CHAPTER-3:- Overview of Literature ..................................................................................... 18 CHAPTER-4:- Objective of the Project ................................................................................... 19 CHAPTER-5:- Amul Vidya Awards ......................................................................................... 21 CHAPTER-6:- Research Methodology ................................................................................... 22 CAHPTER-7:- Research Design ............................................................................................. 24 CHAPTER-8:- Limitation of Study ........................................................................................... 25 CHAPTER-9:- Data Interpretation: ......................................................................................... 26 CHAPTER-10:- Observations ................................................................................................. 27 CHAPTER-11:- Conclusion ..................................................................................................... 28 CHAPTER-12:- Recommendation .......................................................................................... 29

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Executive Summary

The Gujarat Cooperative milk Marketing Federation Ltd, Anand (GCMMF) is the largest food products marketing organization of India. It is the apex organization of the Dairy Cooperatives of Gujarat. Over the last five and a half decades, Dairy Cooperatives in Gujarat have created an economic network that links more than 3.1 million village milk producers with millions of consumers in India. These cooperatives collect on an average 9.4 million liters of milk per day from their producer members, more than 70% of whom are small, marginal farmers and landless labourers and include a sizeable population of tribal folk and people belonging to the scheduled castes. This report analyzes about the "Amul Vidya Awards" the new way of CRM. The report is divided into four parts. The first part gives information about company and then theoretical background on this project topic. The second part mentions the objective, scope and limitations of the project.

The third part contains the research of different area of Pune. In this we will collect the data of schools like contact number, email, principal name, time of inception etc. Then we prepared the presentation on Vidya Awards and present it to the school.

In last part of the report we cover that how Amul continuously maintain its relationship with its customer and looking for its long term projects.

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Chapter-1:-Introduction:

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Project title: Customer Relationship Management

Description: This project briefly covers about Amul Vidya Awards the new way of customer relationship management. Amul has justified its undisputed leadership in foods business by creating 6000 Amul Preferred outlets in a record time which exclusively sell wide range of Amul products. This has been possible due to strong brand equity and immense Consumer support. Amul Parlour are successfully operating in more than 1400 towns at high streets, residential areas,

Railway Stations, Bus Stations, Educational Institutions and a whole lot of centre of Excellence. Amul Preferred Outlets are an excellent business opportunity for Budding Entrepreneurs.

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Gujarat Cooperative Milk Marketing Federation Ltd.

The seeds of this unusual saga were sown more than 65 years back in Anand, a small town in the state of Gujarat in western India. The exploitative trade practices followed by the local trade cartel triggered off the cooperative movement. Angered by unfair and manipulative practices followed by the trade, the farmers of the district approached the great Indian patriot Sardar Vallabhbhai Patel for a solution. He advised them to get rid of middlemen and form their own co-operative, which would have procurement, processing.

In 1946, the farmers of this area went on a milk strike refusing to be cowed down by the cartel Under the inspiration of Sardar Patel, and the guidance of leaders like Morarji Desai and Tribhuvandas Patel, they formed their own cooperative in 1946.

This co-operative, the Kaira District Co-operative Milk Producers Union Ltd. began with just two village dairy co-operative societies and 247 litres of milk and is today better known as Amul Dairy. Amul grew from strength to strength thanks to the inspired leadership of Tribhuvandas Patel, the founder Chairman and the committed professionalism of Dr Verghese Kurien,who was entrusted the task of running the dairy from 1950.

Dr Verghese Kurien ( Founder of GCMMF)

The then Prime Minister of India, Lal Bahadur Shastri decided that the same approach should become the basis of a National Dairy Development policy. He understood that the success of Amul could be attributed to four important factors. The farmers owned the dairy, their elected representatives managed the village societies and the district union, they employed professionals to operate the dairy
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and manage its business. Most importantly, the co-operatives were sensitive to the needs of farmers and responsive to their demands. At his instance in 1965 the National Dairy Development Board was set up with the basic objective of replicating the Amul model. Dr. Kurien was chosen to head the institution as its Chairman and asked to replicate this model throughout the country.

Value addition to the company by this project: Better relations with customer Complete data base of Indias every school New market base for AMUL PRO AMUL PRO target customer is basically students, the projects helps them to get in touch with them easily

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Chapter-2:-Company Profile
Dairy is a place where handling of milk and milk products is done and technology refers to the application of scientific knowledge for practical purposes. Dairy Technology has been defined as that branch of dairy science, which deals with the processing of milk and the manufacture of milk products on an industrial scale. The dairy sector in the India has shown remarkable development in the past decade and India has now become one of the largest producers of milk and value-added milk products in the world. The dairy sector has developed through co-operatives in many parts of the State. During 1997-98, the State had 60 milk processing plants with an aggregate processing capacity of 5.8 million litres per day. In addition to these processing plants, 123 Government and 33 co-operatives milk chilling centres operate in the State. Also India today is the lowest cost producer of per litre of milk in the world, at 27 cents, compared with the U.S' 63 cents, and Japan's $2.8 dollars. Also to take advantage of this lowest cost of milk production and increasing production in the country multinational companies are planning to expand their activities here. Some of these milk producers have already obtained quality standard certificates from the authorities.

Research and Development in Dairy Industry:

The research and development need to the dairy industry to develop and survives for long time with better status. The various institute and milk dairy companies R&D results provide base for today's industry growth and development. The research and development of products of dairy, like yogurt and cheese market research and company reports provides insights into product and market trends, analysis opportunities, sales and marketing strategies will help local milk unions to develop and spread worldwide through obtaining this knowledge. Specific on market share, segmentation, size and growth in the US and global markets are also helps industry to expand its market worldwide even small union also.

Development of food Processing Industry:

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The food processing industry sector in India is one of the largest in terms of production, consumption, export and growth prospects. The government of accorded it is a high priority, with a number of fiscal relieves and incentives, to encourage commercialization and value addition to agriculture produce, for minimizing harvest wastage, generating employment and export growth. Food processing industry is providing backbone support to the milk industry. The development food products by using milk can give good market opportunities to produces milk.

There are different sectors within the dairy industry that promise great business investment opportunities: Biotechnology:
The Indian cattle yield less milk as compared to their foreign counterparts. The Indian cattle breeders are on the lookout for ways to improve their milk yield through crossbreeding. Thus, there is a huge potential available for foreign investors to invest in dairy cattle breeding of high-quality buffaloes with hybrid cows.

There is also great scope for investment in different dairy cultures, including dairy biologics, enzymes, probiotics, and other coloring materials for food processing. Producing biopreservative ingredients based on dairy fermentation, such as pediococcin, acidophilic, Bulgarian, and Nissan contained in dairy powder, also promises great investment opportunity.

Dairy/Food Processing Equipment:

Great potential lies for foreign investment for manufacturing and marketing of cost effective, top- quality food processing machinery.

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Food Packaging Instruments:

There is a tremendous investment opportunity for foreign investors in the manufacturing of both machinery and packaging materials that aid the development of brand loyalty and gives a clear edge in the marketing of dairy products.

Retailing:

Retailing of dairy products also promises great investment opportunities for standardization and upgrading dairy products in the main metropolitan cities.

Manufacture of ingredients:

Several ingredients are involved in the making of different dairy products like ghee, condensed milk, and cheese, Manufacturing of ingredients for these products offers a great potential for foreign investment.

Finished Products:

There is a great scope for investment in the manufacturing of finished dairy products such as cheese souse and cheese powders.

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GCMMF AN OVERVIEW

Sales Turn Over 1994-95 1995-96 1996-97 1997-98 1998-99 1999-00 2000-01 2001-02 2002-03 2003-04 2004-05 2005-06 2006-07 2007-08 2008-09 2009-10 2010-11 2011-12

Rs. (millions) 11140 13790 15540 18840 22192 22185 22588 23365 27457 28941 29225 37736 42778 52554 67113 80053 97642 116680

US $ (millions) 355 400 450 455 493 493 500 500 575 616 672 850 1050 1325 1504 1700 2172 2500

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Future Plan:

Expansion of distribution network, creative marketing, consumer education and product innovation, we will leverage effectively on rising income levels and growing affluence among Indian consumers.

Tapping the rising demand for new value-added products.

Milk shed area will increase to 231 lakh kg per day (23.1 million kg per day), at an annual growth rate of 4%

Installing Bulk Milk Chillers and Automatic Milk Collection Systems in all our village cooperative societies.

Collect as much as 195 lakh kg per day (19.5 million kg per day) of milk in the peak flush season.

Satellite dairies with combined processing and liquid milk packaging capacity of 50 LKPD will be established in major metro market

We plan to double to processing capacity of our dairy plants to 20.7 million kg per day, by 2020

Milk drying capacity will also be enhanced by 200 MTs per day

Plan to expand our cattle feed manufacturing capacity, more than four times to 12,000 MTs per day, by 2020.

Total investments envisaged for creating all the required infrastructure would be Rs. 2,600 crores (Rs. 26 billion) till the year 2020

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SERVICES:
GCMMF is sole marketer of all products under brand AMUL and SAGAAR. It is also the sole selling agent for the National Dairy Development Boards (NDDB) edible oil - DHARA. GCMMF is India's largest exporter of Dairy Products. It has been accorded a "Trading House" status. GCMMF has received the APEDA Award from Government of India for Excellence in Dairy Product Exports for the last 13 years.

Major clients are the five stars hotels (TAJ, Oberoi etc.) and big restaurants throughout the country. Many of Amul's products are now available in the USA, Gulf Countries and Singapore.

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CHAPTER-3:- Overview of Literature

Theoretical Background

Customer Relationship Management: CRM is a model for managing a company's interactions with current and future customers. It involves using technology to organize, automate and synchronize sales, marketing, customer services and technical support. Types of CRM Operational CRM systems such as sales force automation and customer service centre, help synchronize customer interactions consistently and simplifies the business transaction Analytical CRM applications are implemented using several analytical marketing tools like data mining, to extract vital information about customers. Collaborative CRM involves business partners as well as customers in collaborative customer service. Portal-based CRM provides all users with tools and information that fit their individual roles and preferences and provide capabilities to instantly access, link, ans use all internal and external customer information. CRM stands for customer relationship management it is a process or methodology used to learn more about customers needs and behaviours in order to develop stronger relationship with them.

CRM is a process that will help bring together lots of pieces of information about customers, sales, marketing effectiveness, responsiveness and market trends.

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CHAPTER-4:- Objective of the Project

To intimate the Vidya awards to every school of Pune To collect data of schools of Pune territory To provide details of Vidya awards to schools and give presentation on same To enhance the relation with schools of Pune Feedback of Vidya awards from every schools

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Scope of Project
The Scope determines the boundaries of the project and provides the framework for working. I was assigned the Pune territory (Aundh, Warje, Pashan, Shivajinagar, Camp, Kothrud, Khadki and Vishrantwadi) These were the areas where number of schools is more than any other area. I was also free to contact schools through email and through telephone so that the number of schools which could be part of Vidya Awards be more The project is basically a CRM program of Amul so that they can maintain their relation with every schools of India and easily promote their AMUL PRO product. The project covers only Vidya Awards program in which I have to give brief description of these awards to every school of Pune and to convince them to be a part of these awards.

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CHAPTER-5:- Amul Vidya Awards

Amul Vidya Shree Award Scholarship for 10th standard students is an initiative by the Indian company Amul with a view to encourage meritorious students. Under this scheme, the students who have secured the highest aggregate marks in school. The students from all the national recognized boards are eligible to apply through their school principals or directly after the publication of results. The award scholarship will only be provided to the topper in the board exams from a school. One award per school is sanctioned for the student who will secure the highest aggregate marks in the board examination in the school.

Eligibility

Applicants must be citizen of India. Applicant must have passed Class X board examination in the year in which they are applying. Applicant must have appeared for the board examination under a national or state recognized board irrespective of the medium. Applicant must have scored the highest aggregate marks in the school. Applicants must provide a proof from the Principal of the School stating that the applicant has scored the highest aggregate marks in the board examination in the school.

The selected students will receive an award scholarship which will consist of the following itemsI. A memento citing the award for Amul Vidya Shree with the name of the student and School II. Citation from Amul III. A gift hamper of books on a variety of topics IV. A cash award of Rs. 1000.

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CHAPTER-6:- Research Methodology

Market research is the systematic design, collection, analysis and reporting of data and finding relevant to a specific marketing situation facing the company. An effective marketing research involved five steps:

Defining the Problem and Research Objective

Developing the Research Plan

Collecting the Information

Present the Finding

Analyzing the Information

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Marketing Research Methods:

Methodologically, marketing research uses the following types of research designs:

(I) Based on questioning:

Qualitative Marketing Research- generally used for exploratory purposes- small number of respondents - not generalizable to the whole population - statistical significance confidence not calculated - examples including focus groups, in-depth interviews, and projective techniques.

(II) Based on observations:

Ethnographic studies: It is by nature qualitative, the researcher observes social phenomena in their natural setting - observations can occur cross-sectionally (observations made at one time) or longitudinally (observations occur over several timeperiods) - examples include product-use analysis and computer cookie traces.

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CAHPTER-7:- Research Design

This research is exploratory in nature in which I have to take out feedback from schools regarding Amul Vidya awards and also encourage the new schools to also be the part of Amul Vidya Awards.

Primary Data: Through visiting the allotted areas of Pune

Secondary Data: Through Internet and Newspaper

Sample Design: Samples are taken from mainly from secondary data sources.

Sample Size: Sample size of 250 schools are taken from 300 schools as they are not secondary schools from the allotted area.

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CHAPTER-8:- Limitation of Study

Some schools are not interested in being part of Amul Vidya Awards. To meet Principal's of every school is difficult. Some of schools are not satisfied with the last year response.

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CHAPTER-9:- Data Interpretation:

Out of 200 schools around 150 responses was excellent and they are ready to be a part of Amul Vidya Awards-2013.

No. of Schools 150 50

Response Positive Negative

Feedback Excellent Poor

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CHAPTER-10:- Observations

Amul Vidya Awards is the new way of CRM/

Around 100 schools of the allotted area were also part of Amul Vidya awards last year also.

Amul has trust in their customer.

Schools are ready for be the part of Amul Vidya Awards.

Amul comes under the top 5 brands when I asked about top 5 companies.

Last year participant's are completely satisfied

In feedback survey every schools is ready to share their expectation

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CHAPTER-11:- Conclusion
In today's modern and competitive scenario FMCG companies like AMUL should go for CRM. Amul Vidya awards is the good way to maintain their new relation with new target market of AMUL PRO. By initiating Amul Vidya Awards Amul is successfully maintain its relation with schools across India. The feedback of Amul Vidya Awards is excellent and more schools are added their name every year in the list and making this program successful. Amul has trustworthy image in the mind of consumer and Amul products are treated as a good quality product in the consumers mind.

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CHAPTER-12:- Recommendation
Company Should go for other CRM program.

Ensure that every school is satisfied.

Should increase the awareness of AMUL Vidya Awards

Provide forms and details on time.

Take feedback from every schools.

Provide some financial help to poor meritorious students.

There should a customer care for Amul Vidya Awards.

Advertisement of Amul Vidya Awards to reach mass numbers

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Bibliography

www.amul.com www.wikipedia.com www.investopedia.com Marketing Management by : Philip Kotler, Kevin Keller, A. Koshy and M. Jha

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