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  • Comparative Study Into Sales & Distribution of AMUL DAIRY & PARAG DAIRY

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    Aditya Verma
    443 Ansichten118 Seiten
    This document provides an introduction to the Indian dairy industry. It discusses that India is the world's largest milk producing country but per capita consumption is below global averages. Milk is an integral part of the Indian diet with regional differences in production and consumption. Around 80% of milk produced is consumed locally in liquid or processed form while 20% is marketed. The organized sector, including cooperatives and private dairies, accounts for around 30% of procured milk. The dairy market is valued at around Rs. 50,000 crore and is growing at around 10% annually. Key states for milk production include Uttar Pradesh, Punjab, Haryana, and Gujarat.

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    This document provides an introduction to the Indian dairy industry. It discusses that India is the world's largest milk producing country but per capita consumption is below global averages. Milk is an integral part of the Indian diet with regional differences in production and consumption. Around 80% of milk produced is consumed locally in liquid or processed form while 20% is marketed. The organized sector, including cooperatives and private dairies, accounts for around 30% of procured milk. The dairy market is valued at around Rs. 50,000 crore and is growing at around 10% annually. Key states for milk production include Uttar Pradesh, Punjab, Haryana, and Gujarat.

    Copyright:

    © All Rights Reserved
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    Markieren Sie unangemessene Inhalte
    443 Ansichten118 Seiten

    Comparative Study Into Sales & Distribution of AMUL DAIRY & PARAG DAIRY

    Hochgeladen von

    Aditya Verma
    This document provides an introduction to the Indian dairy industry. It discusses that India is the world's largest milk producing country but per capita consumption is below global averages. Milk is an integral part of the Indian diet with regional differences in production and consumption. Around 80% of milk produced is consumed locally in liquid or processed form while 20% is marketed. The organized sector, including cooperatives and private dairies, accounts for around 30% of procured milk. The dairy market is valued at around Rs. 50,000 crore and is growing at around 10% annually. Key states for milk production include Uttar Pradesh, Punjab, Haryana, and Gujarat.

    Copyright:

    © All Rights Reserved
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    Markieren Sie unangemessene Inhalte
    von 118

    RESEARCH PROJECT REPORT

    ON
    Comparative Study into Sales & distribution of
    AM! "A#R$ & PARA% "A#R$ &
    S'M#TTE" #N PART#A! (!(#!MENT O( THE A)AR"
    O( THE "E%REE O(
    MASTERS O( 'S#NESS A"M#N#STRAT#ON *+,,-.
    +,//0
    MAHAMA$A TECHN#CA! N#1ERS#T$
    0
    "EC!ARAT#ON
    I hereby declare that the project report entitled Comparative
    Study into Sales & distribution of AM! "A#R$ &
    PARA% "A#R$ &
    is an original and authentic work done by me and is based upon the
    study conducted by me.
    This project report was undertaken as a part of the M.B.A. Programme
    of Mahamaya Technical Uniersity.
    1
    ACKNOWLEDGEMENT
    I would like to express my heartfelt gratitude toward Mr. Mr. J. K. Joshi [G. M.]
    the chairman of the AMUL, who gave me permission to do my Summer raining
    !ro"ect in AMUL. Also I would like to convey my sincere thanks to Mr. Cyril
    parmar (Training in charge) who supported me in ac#uiring practical knowledge
    throughout guiding me in my pro"ect.
    I am deeply thankful to $IM Institute of Management % echnology for
    permitting me to do Summer raining !ro"ect and encouraging me to complete
    successfully. I would also like to thank my faculty mem&ers, for her keen interest,
    valua&le guidance, inspiration, immense 'eal for hard work and positive outlook
    towards the su&"ect. heir intellect, persuasiveness and insistence on a good
    work were a guiding light in the darkness of my ignorance.
    I would also like to express my sincere thanks to administrative personnel who
    have helped me in carrying out my summer training. Lastly, I would like thank all
    the persons who have helped me directly or indirectly in completing my pro"ect
    successfully.
    2
    PRA1EEN
    2MAR


    PREFACE
    Summer Internship !rogramme is a part of M(A !rogramme, which is very
    helpful in getting practical knowledge in this glo&ali'ation world. )ow*a*days only
    theoretical knowledge is not enough to success in life &ut most important we
    must have practical knowledge. +ith the help of this training, I came to know how
    to apply theoretical knowledge in practice.
    Main purpose of this training is to have awareness a&out industrial environment
    and to know a&out different functions of an organi'ation like ,istri&ution,
    !roduction and Marketing.
    I got an opportunity in -AI.A ,IS.I/ /0*0!1.AI21 MIL- U)I0)
    LIMI1,, Anand, $u"arat to undergo Summer Internship !rogramme as a part of
    M(A !rogramme. I consider myself privileged that I got a chance to work with
    reputed company and can upgrade my knowledge related to practical aspect of
    &usiness world which is very helpful in my career &uilding.
    .
    3
    CONTENTS
    Chapter
    Executive Summary
    Introduction to the Indian Dairy Industry
    Company Profile of mul
    Company Profile of Para! Dairy
    Sales and Distri"ution strate!ies
    Chapter !
    #esearch $ethodolo!y
    %"&ective of the study
    Si!nificance of the study
    #esearch $ethodolo!y
    Data Collection 'echni(ues
    nalytical 'ools
    )imitations of the study
    Chapter "
    Data interpretation and *raphical nalysis
    Chapter #
    +indin!s, su!!estions and Conclusion
    $nne%&re
    a- .uestionnaire
    "- /i"lio!raphy
    0
    1
    EXECUTIVE SUMMARY
    In todays competitive world while entering in the market it is very
    necessary to have good knowledge of the potential of a particular
    market. The growth of a company is invariably determined not just
    by its strategy, but on how it responds to the challenges it
    encounters. Over the decades A!" has successfully countered
    several challenges that have come its way with innovative
    responses and continuous improvement, which have enabled it to
    remain stable and even convert some of these challenges into
    opportunities. It is the culture of endurance that has accorded A!"
    the insight and focus to deal with the current economic
    environment. #rawing from its inner strength and beliefs, A!"
    responded by launching several initiatives across all its operations
    in various geographies that are helping the group achieve growth
    even in current times. It is also this very strategic culture that will
    propel A!" to continue on its growth trajectory in years to come.
    'he report provides a comprehensive insi!ht into the company and also a"out the
    company2s S3%' analysis. 'his report mainly studies in detail the various product
    mix strate!ies of the company and also focuses on the se!mentation of "oth company
    "ased and industry "ased and helps in analysin! the company2s competitive
    advanta!e and the reason "ehind its success.
    4
    5
    C3apter /
    #N"#AN "A#R$ #N"STR$
    6

    #NTRO"CT#ON TO THE #N"#AN
    "A#R$ #N"STR$
    The 'orl()s *iggest (airy pro(&cing co&ntry is gro'ing +ast an( loo,ing to *ecome
    an e%port po'erho&se (espite ma-or .&ality pro*lems...
    $ Note to o&r /ea(ers0 the follo7in! information on India8s dairy sector is reproduced
    from India Infoline.com. India is the 7orld8s lar!est mil9 producin! country and is
    !ro7in! fast, 7ith an eye to7ard "ecomin! a ma&or dairy exporter. 'his article is helpful
    readin! for anyone interested "etter understandin!.
    Cons&mer 1a*its an( 2ractices
    $il9 has "een an inte!ral part of Indian food for centuries. 'he per capita
    availa"ility of mil9 in India has !ro7n from 152 !m per person per day in 1:52 to 162!m
    in 1::2 and 203 !m in 1::6;::.'his is expected to increase to 212!ms for 2006.
    <o7ever a lar!e part of the population cannot afford mil9. t this per capita consumption
    it is "elo7 the 7orld avera!e of 261 !m and even less than 220 !m recommended "y the
    =utritional dvisory Committee of the Indian Council of $edical #esearch.
    :
    'here are re!ional disparities in production and consumption also. 'he per capita
    availa"ility in the north is 256 !m, 7est 150 !m, south 106 !m and in the east only :3 !m
    per person per day. 'his disparity is due to concentration of mil9 production in some
    poc9ets and hi!h cost of transportation. lso the output of mil9 in cereal !ro7in! areas is
    much hi!her than
    else7here 7hich can "e attri"uted to a"undant availa"ility of fodder, crop residues, etc
    7hich have a hi!h food value for mil9y animals.
    In India a"out 04 per cent of the total mil9 produced is consumed in li(uid form
    and 05 per cent is converted into traditional products li9e cotta!e "utter, !hee, paneer,
    9hoya, curd, malai, etc. %nly 5 per cent of the mil9 !oes into the production of 7estern
    products li9e mil9 po7ders, processed "utter and processed cheese. 'he remainin! 10>
    is utili?ed for conversion to mil9 products. mon! the mil9 products manufactured "y the
    or!ani?ed sector some of the prominent ones are !hee, "utter, cheese, ice creams, mil9
    po7ders, malted mil9 food, condensed mil9 infants foods etc. %f these !hee alone
    accounts for 61>.
    It is estimated that around 20> of the total mil9 produced in the country is
    consumed at producer;household level and remainin! is mar9eted throu!h various
    cooperatives, private dairies and vendors. lso of the total produce more than 10> is
    procured "y cooperatives and other private dairies.
    3hile for cooperatives of the total mil9 procured 40> is consumed in fluid form and rest
    is used for manufacturin! processed value added dairy products@ for private dairies only
    01> is mar9eted in fluid form and rest is processed into value added dairy products li9e
    !hee, ma9han etc.
    10
    Still, several consumers in ur"an areas prefer to "uy loose mil9 from vendors due
    to the stron! perception that loose mil9 is fresh. lso, the current level of processin! and
    pac9a!in! capacity limits the availa"ility of pac9a!ed mil9.
    'he preferred dairy animal in India is "uffalo unli9e the ma&ority of the 7orld
    mar9et, 7hich is dominated "y co7 mil9. s hi!h as :6> of mil9 is produced in rural
    India, 7hich caters to 52> of the total population, 7hereas the ur"an sector 7ith 26>
    population consumes 14> of total mil9 produced. Even in ur"an India, as hi!h as 63> of
    the consumed mil9 comes from the unor!ani?ed traditional sector.
    Presently only 12> of the mil9 mar9et is represented "y pac9a!ed and "randed
    pasteuri?ed mil9, valued at a"out #s.6, 000 crores. .uality of mil9 sold "y unor!ani?ed
    sector ho7ever is inconsistent and so is the price across the season in local areas. lso
    these vendors add 7ater and caustic soda, 7hich ma9es the mil9 unhy!ienic.
    Mar,et Si3e an( Gro'th
    $ar9et si?e for mil9 Asold in looseB pac9a!ed form- is estimated to "e 34mn $' valued
    at #s050"n. 'he mar9et is currently !ro7in! at round 0> pa in volume terms. 'he mil9
    surplus states in India are Cttar Pradesh, Pun&a", <aryana, #a&asthan, *u&arat,
    $aharashtra, ndhra Pradesh, Darnata9a and 'amil =adu. 'he manufacturin! of mil9
    products is concentrated in these mil9 surplus States. 'he top 4 states vi?. Cttar Pradesh,
    Pun&a", $adhya Pradesh, #a&asthan, 'amil =adu and *u&arat to!ether account for 16>
    of national production.
    11
    $il9 production !re7 "y a mere 1> pa "et7een 1:05 and 1:50. Since the early
    508s, under %peration +lood, production !ro7th increased si!nificantly avera!in! over
    1> pa.
    "out 51> of mil9 is consumed at the household level 7hich is not a part of
    commercial dairy industry. )oose mil9 has a lar!er mar9et in India as it is perceived to "e
    fresh "y most consumers. In reality ho7ever, it poses a hi!her ris9 of adulteration and
    contamination.
    'he production of mil9 products, i.e. mil9 products includin! infant mil9 food,
    malted food, condensed mil9 E cheese stood at 3.05 la9h $' in 2006. Production of mil9
    po7der includin! infant mil9;food has risen to 2.21 la9h $' in 2006, 7hereas that of
    malted food is at 41000 $'. Cheese and condensed mil9 production stands at 1000 and
    11000 $' respectively in the same year.
    Ma-or 2layers
    'he pac9a!ed mil9 se!ment is dominated "y the dairy cooperatives. *u&arat Co;operative
    $il9 $ar9etin! +ederation A*C$$+- is the lar!est player. ll other local dairy
    cooperatives have their local "rands A+or e.!. *o9ul, 3arana in $aharashtra, Saras in
    #a&asthan, Fer9a in Pun&a", Fi&aya in ndhra Pradesh, avin in 'amil =adu, etc-. %ther
    private players include G D Dairy, <erita!e +oods, Indiana Dairy, Dairy Specialties, etc.
    mrut Industries, once a leadin! player in the sector has turned "an9rupt and is facin!
    li(uidation.
    12
    2ac,aging Technology
    $il9 7as initially sold door;to;door "y the local mil9man. 3hen the dairy co;
    operatives initially started mar9etin! "randed mil9, it 7as sold in !lass "ottles sealed 7ith
    foil. %ver the years, several developments in pac9a!in! media have ta9en place. In the
    early 608s, plastic pouches replaced the "ottles. Plastic pouches made transportation and
    stora!e very convenient, "esides reducin! costs. $il9 pac9ed in plastic pouchesB"ottles
    have a shelf life of &ust 1;2 days, that too only if refri!erated. In 1::4, 'etra Pac9s 7ere
    introduced in India. 'etra Pac9s are aseptic laminate pac9s made of aluminum, paper,
    "oard and plastic. $il9 stored in tetra pac9s
    and treated under Cltra <i!h 'emperature AC<'- techni(ue can "e stored for four months
    7ithout refri!eration. $ost of the dairy co;operatives in ndhra Pradesh, 'amil =adu,
    Pun&a"
    and #a&asthan sell mil9 in tetra pac9s. <o7ever tetra pac9ed mil9 is costlier "y #s1;5
    compared to plastic pouches. In 2006;00 =estle launched its C<' mil9. mul too
    relaunched its mul 'aa?a "rand of C<' mil9. 'he C<' mil9 mar9et is expected to
    !ro7 at a rate of more than 10;12> in comin! years.
    13
    /eg&latory 4rame'or,
    'he dairy industry 7as de;licensed in 1::1 7ith a vie7 to encoura!e private
    investment and flo7 of capital and ne7 technolo!y in the se!ment. lthou!h de;licensin!
    attracted a lar!e num"er of players, concerns on issues li9e excess capacity, sale of
    contaminatedB su"standard (uality of mil9 etc induced the *overnment to promul!ate the
    $$P% A$il9 and $il9 Products %rder- in 2006. $il9 and $il9 Products %rder
    A$$P%- re!ulates mil9 and mil9 products production in the country. 'he order re(uires
    no permission for units handlin! less than 10,000 litres of li(uid mil9 per day or mil9
    solids up to 100 'P. $$P% prescri"es State re!istration to plants producin! "et7een
    10,000 to 51,000 litres of mil9 per day or manufacturin! mil9 products containin!
    "et7een 100 to 3,510 tones of mil9 solids per year. Plants producin! over 51,000 litres
    per day or more than 3,510 tones per year of mil9 solids have to "e re!istered 7ith the
    Central *overnment. 'he strin!ent re!ulations, !overnment controls and licensin!
    re(uirements for ne7 capacities have restricted lar!e Indian and $=C players from
    ma9in! si!nificant investments in this product cate!ory. $ost of the private sector
    players have restricted themselves to manufacture of value added mil9 products li9e "a"y
    food, dairy 7hiteners, condensed mil9 etc.
    ll the mil9 products except malted foods are covered in the cate!ory of
    industries for 7hich forei!n e(uity participation up to 11> is automatically allo7ed. Ice
    cream, 7hich 7as
    earlier reserved for manufacturin! in the small;scale sector, has no7 "een de;reserved. s
    such, no license is re(uired for settin! up of lar!e;scale production facilities for
    manufacture of ice cream.
    10
    Su"se(uent to de;canali?ation, exports of some mil9 "ased products are freely
    allo7ed provided these units comply 7ith the compulsory inspection re(uirements of
    concerned a!encies li9eH =ational Dairy Development /oard, Export Inspection Council
    etc. /ureau of Indian standards has prescri"ed the necessary standards for almost all
    mil9;"ased products, 7hich are to "e adhered to "y the industry.
    2roposal to $men( the MM2O
    proposal to raise the exemption limit for compulsory re!istration of dairy
    plants, from the present 10,000 litres a day to 20,000 litres, is "ein! considered "y the
    nimal <us"andry Department. 'he 51,000;litre limit is li9ely to "e raised either to
    100,000 litres or 121,000 litres in the amended order. 'he ne7 order 7ould also do a7ay
    7ith the provision for re;re!istration.
    2enetration o+ mil, pro(&cts
    3estern ta"le spreads such as "utter, mar!arine and &ams are not very popular in
    India. ll India penetration of "utterB mar!arine is only 0>. 'his is also lar!ely
    represented "y ur"an areas, 7here penetration is hi!her at :>. In rural areas, "utterB
    mar!arine have penetrated in 2.1> of households only. 'he use of these products in the
    lar!e metros is hi!her, 7ith penetration at 11>.
    11
    Penetration of cheese is almost nil in rural areas and ne!li!i"le in the ur"an areas.
    Per capita consumption even amon! the cheese;consumin! households is a poor 2.09! pa
    as compared to over 209! in CS. 'he lo7er penetration is due to peculiar food ha"its,
    relatively expensive products and also non;availa"ility in many parts of the country.
    /utter, mar!arine and cheese products are mainly manufactured "y or!ani?ed sector.
    Similarly, penetration of !hee is hi!hest in medium si?ed to7ns at 35.2>
    compared to 31.5> in all ur"an areas and 21.3> in all rural areas. 'he all India
    penetration of !hee is 20.1>. In relative terms, penetration of !hee is si!nificantly hi!her
    in =orth and 3est, 7hich are mil9 surplus re!ions. =orth accounts for 15> of !hee
    consumption and 3est for 23>, South E East to!ether account for the "alance 20>.
    lar!e part of !hee is made at home and "y smallB cotta!e industry from mil9. 'he relative
    share of "randed products in this cate!ory is very lo7 at around 1;2>.
    $il9 po7der and condensed mil9 have not "een a"le to !arner any si!nificant
    consumer acceptance in India as indicated "y a very lo7 0.5> penetration. 'he
    penetration is hi!her at
    6.1> in ur"an areas and lo7er at 3.1> in rural areas. 3ithin ur"an areas, it is relatively
    hi!her in medium si?ed to7ns at 6.1> compared to 5.5> in lar!e metros.
    14
    E%port 2otential
    India has the potential to "ecome one of the leadin! players in mil9 and mil9
    product exports. )ocation advanta!eH India is located amidst ma&or mil9 deficit countries
    in sia and frica. $a&or importers of mil9 and mil9 products are /an!ladesh, China,
    <on! Don!, Sin!apore, 'hailand, $alaysia, Philippines, Gapan, CE, %man and other
    !ulf countries, all located close to India.
    The ma-or e%port pro(&cts0 5 'he products of mul is "ein! exported in the 00
    countries of the 7orld . $any of the products are no7 availa"le in the C.S. , *ulf
    countries and Sin!apore. mul products are "ein! exported to the Sin!apore since last
    three decades . undou"tedly , mul is the preferred taste of Indians in the *ulf countries.
    6o' Cost o+ 2ro(&ction H
    $il9 production is scale insensitive and la"our intensive. Due to lo7 la"our cost, cost of
    production of mil9 is si!nificantly lo7er in India.
    Concerns in export competitiveness are 7&ality0 Si!nificant investment has to "e
    made in mil9 procurement, e(uipments, chillin! and refri!eration facilities. lso, trainin!
    has to "e imparted to improve the (uality to "rin! it up to international standards.
    2ro(&cti8ity0 'o have an exporta"le surplus in the lon!;term and also to maintain cost
    competitiveness, it is imperative to improve productivity of Indian cattle.
    'here is a vast mar9et for the export of traditional mil9 products such as !hee,
    paneer, shri9hand, rasa!ulas and other ethnic s7eets to the lar!e num"er of Indians
    scattered all over the 7orld.
    15
    #ndia4s e5ports of mil6 produ7ts
    "es7ription
    *8uantity9 M T:;
    1alue9 Rs: million0
    +,,<.,= +,,=.,- +,,-./,

    8uantity 1alue 8uantity 1alue 8uantity 1alue
    S6immed mil6 po>der ?9@A=:@+ A9AB:A+ +=+:<, /-:@? B:,, ,:A<B
    Mil6 and Mil6 (ood for
    babies
    =:+< +:,/- ///:A< ?:+< //:,, +:,+

    Mil6 7ream AA+:+A +=:,? /:,, ,:,=? . .
    S>eetened
    7ondensed mil6
    ?/:<A +:=? -:++ ,:-< @,:A- <:++

    )3ey <=:?@ A:<B //:B, /:,/ @:,, ,:A?+
    %3eeC'utterC'utter
    oil
    <9=-B:,= ?A/:/ +--:-< /-:+ ?9AB+:,= +9A=:-B

    C3eese
    *a0 (res3 ,:/, ,:,/A . . . .
    *b0 Pro7essed B:@< /:+, +:/ ,:A<B ++:/, +:/-
    *70 Ot3er @@:@? =:AB A@:<= ,:@- +?:=? ?:BB
    TOTA! . =9<+:< . B+:? . +9BB:@
    #ndian *traditional0 Mil6 Produ7ts
    'here are a lar!e variety of traditional Indian mil9 products such as
    $a99han ; unsalted "utter. *hee ; "utter oil prepared "y heat clarification, for lon!er
    shelf life. Dheer ; a s7eet mix of "oiled mil9, su!ar and rice. /asundi ; mil9 and su!ar
    "oiled do7n till it thic9ens. #a"ri ; s7eetened cream. Dahi ; a type of curd. )assi ; curd
    mixed 7ith 7ater and su!arB salt. ChannaBPaneer ; mil9 mixed 7ith lactic acid to
    16
    coa!ulate. Dhoa ; evaporated mil9, used as a "ase to produce s7eet meats. 'he mar9et
    for indi!enous "ased mil9 food products is difficult to estimate as most of these products
    are manufactured at home or in small cotta!e industries caterin! to local areas.
    Consumers 7hile purchasin! dairy products loo9 for freshness, (uality, taste and texture,
    variety and convenience. Products li9e Dahi and s7eets li9e Dheer, /asundi, #a"ri are
    perisha"le products 7ith a shelf life of less than a day. 'hese products are therefore
    manufactured and sold "y local mil9 and s7eet shops. 'here are several such small shops
    7ithin the vicinity of residential areas. Consumer loyalty is "uilt "y consistent (uality,
    taste and freshness. 'here are several s7eetmeat shops, 7hich have "uilt a stron! "rand
    franchise, and have several "ranches located in various parts of a city.
    9ran(ing O+ Tra(itional Mil, 2ro(&cts
    mon! the traditional mil9 products, !hee is the only product, 7hich is currently
    mar9eted, in "randed form. main !hee "rands are Sa!ar, $il9man A/ritannia-, mul
    A*C$$+-, arey A$afco )td-, Fi&aya AP Dairy Development Cooperative +ederation-,
    Fer9a A Pun&a" Dairy Cooperative-, Everyday A=estle- and +arm +resh A3oc9hardt-.
    3ith increasin! ur"ani?ation and chan!in! consumer preferences, there is
    possi"ility of lar!e scale manufacture of indi!enous mil9 products also. 'he e(uipments
    in mil9 manufacturin! have versatility and can "e adapted for several products. +or
    instance, e(uipments used to manufacture yo!urt also can "e adapted for lar!e scale
    production of Indian curd products Adahi and lassi-. Si!nificant research 7or9 has "een
    done on dairy e(uipments under the ae!is of =DD/.
    1:
    $afco )imited sells )assi under the arey "rand and flavored mil9 under the
    Ener!ee franchise Ain the 3estern re!ion, mainly in $um"ai-. /ritannia has launched
    flavored mil9 in various flavors in tetra pac9s.
    *C$$+ has also made a "e!innin! in "randin! of other traditional mil9 products
    7ith the launch of pac9a!ed Paneer under the mul "rand. It has also created a ne7
    um"rella "rand Imul $ithaeeI, for a ran!e of ethnic Indian s7eets that are proposed to
    "e launched the first ne7 product mul $ithaee *ula"&amun has already "een launched
    in ma&or Indian mar9ets.
    :estern Mil, 2ro(&cts
    3estern mil9 products such as "utter, cheese, yo!urt have !ained popularity in the Indian
    mar9et only durin! the last fe7 years. <o7ever consumption has "een expandin! 7ith
    increasin! ur"ani?ation.
    20
    9&tter
    $ost Indians prefer to use home made 7hite "utter Ama99han- for reasons of taste and
    afforda"ility. $ost of the "randed "utter is sold in the to7ns and cities. 'he ma&or "rands
    are mul, Fi&aya, Sa!ar, =andini and arey. mul is the leadin! national "rand 7hile the
    other players have !reater shares in their local mar9ets. 'he latest entrant in the "utter
    mar9et has "een /ritannia. /ritannia has the advanta!es of a 7ide distri"ution reach and
    a stron! "rand recall.
    Priced at par 7ith the mul "rand, it is expected to !ive stiff competition to the existin!
    players. In 2006;00 the "utter production is estimated at 0 la9h $' of this only 01D $'
    is in the 7hite form used for ta"le purposes rest all is in the yello7 form.
    Cheese
    'he present mar9et for cheese in India is estimated at a"out :,000 tonnes and is !ro7in!
    at the rate of a"out 11> per annum. Cheese is mainly consumed in the ur"an areas. 'he
    four metro cities alone account for more than 10> of consumption. $um"ai is the lar!est
    mar9et Aaccountin! for 30> of cheese sold in the country-, follo7ed "y Delhi A20>-.
    Calcutta A5>- and Chennai A4>-. $um"ai has a lar!er num"er of domestic consumers,
    compared to Delhi 7here the "ul9 institutional se!ment Amainly hotels- is lar!er.
    21
    "emand for various types of 73eese in t3e #ndian mar6et
    Type of 73eese D of total 7onsumption
    Pro7essed B,
    C3eese spread A,
    MoEEarella /,
    (lavoredCSpi7ed B
    Ot3ers B
    'he ma&or players are mul, /ritannia, and Da"on International dominatin! the mar9et.
    %ther ma&or "rands 7ere Fi&aya, Fer9a and =andini Aall "rands of various re!ional dairy
    cooperatives- and Fadilal. 'he heavy advertisin! and promotions "ein! underta9en "y
    these ne7 entrants is expected to lead to stron! 20> !ro7th in the se!ment. mul has
    also "ecome more a!!ressive 7ith launch of ne7 variants such as $o??arella cheese
    Aused in Pi??a-, cheese po7der, etc.
    'he entry of ne7 players and increased mar9etin! activity is expected to expand the
    mar9et. ll the ma&or players are expandin! their capacities
    22
    Capa7ity e5pansion in C3eese
    Company 'rands State Capa7ity
    "ynami7s
    %roup
    Manufa7tures for
    'ritannia
    Ma3aras3tra AB tons per
    day
    %CMM( Amul %uFarat +, tons per
    day
    AP""C( 1iFaya And3ra
    Prades3
    /, tons per
    day

    Mil6 Po>der
    $il9 po7der is mainly of 2 types
    J 3hole mil9 po7der
    J S9immed mil9 po7der
    3hole mil9 po7der contains fat, as distin!uished from s9immed mil9 po7der, 7hich is
    produced "y removin! fat from mil9 solids. S9immed mil9 po7der is preferred "y diet
    conscious consumers. Dairy 7hiteners contain more fat than s9immed mil9 po7der "ut
    less compared to 7hole mil9 po7der. Dairy 7hiteners are popular mil9 su"stitute for
    ma9in! tea, coffee etc.
    'he penetration of these products in mil9 a"undant re!ions is driven "y
    convenience and non perisha"le nature Alon!er shelf life- of the product.
    23
    Dairy sector of advanced nations export mil9 products 7ith a su"sidy of K 1000
    per tones 7ith a level of su"sidy more than 40 > of the price of mil9 po7der produced in
    India, this has led to lar!e scale imports of mil9 po7der "oth in 7hole and s9immed
    form. 'o protect the domestic sector from these su"sidi?ed imports the central
    !overnment has recently increased the "asic import duty on all imports of mil9 po7der
    more than 10000 $' to 40> from 11>. +or imports less than 10000 $' the "asic
    customs duty has "een left unchan!ed at 11>.
    In 2006 India is estimated to have imported a"out 16,000 tonnes of mil9 po7der a!ainst a
    total estimated production of 2.00 )a9h $'s. In 2005;06 India is expected to export
    10000 $' of s9immed mil9 po7der due to rise in international prices to K2300 per $'
    from last year8s levels of K1000 per $'. 'hese expectations are "ased on the stron!
    demand from #ussia, East sia and )atin merica, and also on ti!htenin! of supply in
    EC, 7hich accounts for 51> of the annual !lo"al S9immed $il9 Po7der exports.
    Mil, Collection Cycle
    'he success of each and every dairy industry is the !ettin! the mil9 from the
    farmers and ma9in! that mil9 in use as soon as possi"le "efore that mil9 !et spoiled
    "ecause the mil9 is the perisha"le product. +or the smooth runnin! the "usiness of dairy
    industry the industry must concentrate on the mil9 collection cycle. mul dairy is very
    conscious a"out the mil9 collection cycle "ecause the "ase of the success of the mul is
    mil9 collection cycle.
    2ro(&ction capacity o+ $m&l
    /utter 10 to 40 'ones
    Po7der plant 50 tones
    Po7der plant 40 tones
    +lavour mil9 00000 "ottles
    20
    Ma-or 2layers
    $il9 Po7derBDairy 3hitenersH $a&or s9immed mil9 "rands are Sa!ar A*C$$+- and
    =andini ADarnata9a $il9 +ederation-, mul +ull Cream mil9 po7der is a 7hole mil9
    po7der "rand.
    )eadin! "rands in the dairy 7hitener se!ment are =estlL2s Everyday, *C$$+8s mulya,
    Dalmia Industry8s Sapan, D7ality Dairy India8s DreamDountry, 3oc9hardt8s +arm +resh
    and /ritannia8s $il9man Dairy 3hitener.
    Con(ense( Mil,
    'he condensed mil9 mar9et has !ro7n from :000 $' in 2005 to 11000 $' in 2006.
    Condensed mil9 is a popular in!redient used in home;made s7eets and ca9es. =estlL2s
    $il9maid is the leadin! "rand 7ith more than 11> mar9et share. 'he only other
    competitor is *C$$+8s mul.
    ;n+ant 4oo(s
    =estle is the mar9et leader in the se!ment. 'his is a cate!ory 7here "rand loyalties are
    very stron! as mothers 7ant the "est for their "a"ies. <ein? is the only other si!nificant
    competitor to =estle in this se!ment. =estlL2s Cerelac and =estum to!ether have around
    60> mar9et share and <ein?8s +arex has close to 16> share. 3or9 hard is a relatively
    ne7 entrant 7ith its +irst +ood "rand. 3oc9hardt also proposes to launch a ne7 "a"y
    food Easum containin! moon! Amoon! is one of the easily di!esti"le pulses-. 'he Easum
    "rand 7ill directly compete 7ith =estle8s =estum Amade from rice-.
    21
    In infant formula also =estle8s )acto!en formula and )acto!en standard formula
    are the leadin! "rands 7ith around 51> mar9et share. %ther "rands are <ein?8s )actodex
    +arex, 3oc9hardt8s M#apta9os, and mul8s mulspray
    24
    MaFor dairy produ7ts manufa7turers
    Some of t3e maFor dairy produ7ts manufa7turers in t3e
    7ountry;
    Company 'rands MaFor Produ7ts
    Nestle #ndia
    !imited
    Mil6maid9 Cerela79
    !a7toGen9 Milo9
    Everyday
    S>eetened 7ondensed mil69
    malted foods9 mil6 po>der
    and "airy >3itener
    Mil6 food
    !imited
    Mil6 food %3ee9 i7e 7ream9 and ot3er
    mil6 produ7ts
    Smit3 2line
    'ee73am
    !imited
    Horli76s9 Maltova9
    1iva
    Malted Mil6 food9 G3ee9
    butter9 po>dered mil69 mil6
    fluid and ot3er mil6 based
    baby foods:
    #ndodan
    #ndustries
    !imited
    #ndana Condensed mil69 s6immed
    mil6 po>der9 >3ole mil6
    po>der9 dairy mil6
    >3itener9 73illed and
    pro7essed mil6
    25
    %uFarat Co.
    operative mil6
    Mar6etinG
    (ederation
    !imited
    Amul 'utter9 73eese and ot3er
    mil6 produ7ts
    H:J: HeinE
    !imited
    (are59 Complan9
    %la7tose9
    'onniemi59
    1itamil6
    #nfant Mil6food9 malted
    Mil6food
    'ritannia Mil6man (lavored mil69 73eese9 Mil6
    Po>der9 %3ee
    Cadbury 'ournvita Malted food
    26
    Man&+act&ring 2rocess
    $il9 is pasteuri?ed "y treatin! it to hi!h temperature for a short time. 'he main aim in
    treatin! mil9 7ith hi!h temperature is to destroy the disease causin! patho!ens and to
    improve 9eepin! (uality.
    Separation machine is typically a hi!h po7ered centrifu!e. 'he centrifu!al force ma9es
    mil9 fat !lo"ules and emer!es as cream from the separator "o7l. Separation of cream
    produces s9im mil9 from 7hich several dairy products are made.
    /a"y foodH +resh mil9, 7hich is received from farmersB traders, is chilled and stored.
    'hen $SD s9immedB 7et s9immed mil9 and su!ar are added in tur"o mixture to achieve
    the desired specifications of in!redients in the mil9. 'his is follo7ed "y addition of
    vitamins and minerals. 'his mil9 7hich contains in!redients to specifications is filtered,
    cooled, analy?ed and then purified. 'hen it passes throu!h specific pasteuri?ation and is
    ta9en to evaporator for pre;condensin!. Pre;condensate is homo!eni?ed, cooled and
    stored. Cooled pre;condensate is heated and dried in spray drier AE!ron-. 'hen su!ar is
    added. 'he po7der is then passed throu!h chemical analysis to chec9 (uality and is filled
    in tins throu!h fillin! machines. 'hese tins are !assed durin! !as mix and then sealed,
    pac9ed and dispatched in card"oard cartons.
    2:
    9&tter0 3hole mil9 is first separated into s9im mil9 and cream "y centrifu!al force in a
    separator. 'he cream is then pasteuri?ed either throu!h "atch process or a continuous
    process. In "atch process, cream is heated to a minimum of 500 C and held at the
    temperature for 30 minutes, 7hile in continuous process it is heated at 610 C and is held
    for only 11 seconds. 'he heat treatment destroys "acteria, inactivates en?ymes and !ives
    the cream a coo9ed flavour.
    fter pasteuri?ation, a temperin! process is applied in 7hich cream is held at 100 C to
    allo7 rearran!ement of the fat crystals. 'he cream is then churned to produce "utter.
    Continuous churnin! converts cream into "utter in a fe7 minutes 7hile "atch churnin!
    ta9es a lon!er time. Composition and colour ad&ustment is also done at the churnin! sta!e
    and a salt solution is added to !ive the finished "utter a salty taste. "out 13 litres of mil9
    7ith 4> fat is re(uired to produce 1 9! of "utter.
    Cheese0 'here are thousands of varieties of cheese in the 7orld. 'he type of
    manufacturin! process used in the production of cheese determines its flavour, 7hich
    ran!es from extremely mild to very sharp, and its texture, 7hich can "e semi;solid to
    almost stone hard. Cheese ma9in! re(uires four main in!redients ; !ood (uality mil9,
    rennet or coa!ulatin! acids, culture and salt. Cheese is !enerally made from co78s mil9.
    "out 10 litres of mil9 7ith 3> fat is re(uired for ma9in! 1 9! of cheese. =atural Cheese
    is made "y coa!ulatin! or curdlin! mil9, stirrin! E heatin! the curd, drainin! off the
    7hey and collectin! or pressin! the curd. 'he desired flavour and texture is o"tained "y
    varyin! the temperature, humidity and time period of the curin! process. S7eetened
    condensed mil9 is usually made from fresh mil9 "y addin! su!ar to the mil9 pre;7armin!
    30
    and concentratin! the mixture in the hi!h vacuum. 'he syrupy mil9 is then cooled so that
    the lactose crystalli?es as very fine crystals and then the product is coa!ulated.
    4&t&re 2rospects
    IndiaN N s dairy sector is expected to triple its production in the next 10 years in vie7 of
    expandin! potential for export to Europe and the 3est. $oreover 7ith 3'% re!ulations
    expected to come into force in comin! years all the developed countries 7hich are amon!
    "i! exporters today 7ould have to 7ithdra7 the support and su"sidy to their domestic
    mil9 products sector. lso India today is the lo7est cost producer of per litre of mil9 in
    the 7orld, at 25 cents, compared 7ith the C.S8 43 cents, and GapanN N s K2.6 dollars. lso
    to ta9e advanta!e of this lo7est cost of mil9 production and increasin! production in the
    country multinational companies are plannin! to expand their activities here. Some of
    these mil9 producers have already o"tained (uality standard certificates from the
    authorities. 'his 7ill help them in mar9etin! their products in forei!n countries in
    processed form.
    'he ur"an mar9et for mil9 products is expected to !ro7 at an accelerated pace of around
    33> per annum to around #s.03,100 crores "y year 2006. 'his !ro7th is !oin! to come
    from the !reater emphasis on the processed foods sector and also "y increase in the
    conversion of mil9 into mil9 products. /y 2006, the value of Indian dairy produce is
    expected to "e #s 10, 00,000 million. Presently the mar9et is valued at around #s5,
    00,000mn.
    31
    32
    COMPANY PROFILE OF AMUL
    The $m&l < Meaning
    AMU! means " priceless " in #anskrit . A $uality control e%pert in Anand suggested
    the brand name "AMU!& from the #anskrit word "Amoolya& ariants' all meaning
    "priceless& are found in seeral Indian languages. Amul products hae been used in
    millions of home since ()*+ .
    Amul butter
    Amul milk powder
    Amul ghee
    Amulspray
    Amul cheese
    Amul chocolates
    Amul Ice, cream
    Today Amul is a symbol of many things . of high - $uality products sold at
    reasonable prices . . triumph of indigenous technology . /f the marketing say of a
    farmers organi0ation . And proen model for dairy deelopment .
    MOTTO= >;S;ON= $N? 7@$6;TA 2O6;CA
    MOTTO
    'he main motto of $C) is to help farmers. +armers 7ere the foundation stone of
    $C). 'he system 7or9s only for farmers and for consumers, not for profit. 'he main
    of $C) is to provide (uality products to the consumers at minimum cost. 'he !oal of
    $C) is to provide maximum profit in terms of money to the farmers.
    33
    >;S;ON
    Fision of $C) is to provide and vanish the pro"lems of farmers Amil9 producers-. 'he
    $C) apparition 7as to run the or!ani?ation 7ith co;operative of four main parties, the
    farmers, the representatives, the mar9eters, and the consumers.
    7@$6;TA 2O6;CA
    3e the motivated and devoted 7or9 force of $C) are committed to produce 7hole
    some and safe foods of excellent (uality to remain mar9et leaders throu!h deployment of
    (uality mana!ement system, state of art technolo!y innovation and eco; friendly
    deli!htment of customer and "etterment of mil9 producer
    1;STO/A
    In early 1:002s a farmer in Daira district, as else7here in India, derived his income
    almost entirely from seasonal crops. 'he income from mil9 7as paltry and could not "e
    depended upon. 'he main "uyers 7ere mil9 traders of Polson )td.;a privately o7ned
    30
    company that en&oyed monopoly for supply of mil9 from Daira to the *overnment $il9
    Scheme /om"ay. 'he system leads to exploitation of poor and illiterate farmers "y the
    private traders.
    <o7ever, 7hen the exploitation "ecame intolera"le, the farmers 7ere frustrated. 'hey
    collectively appealed to Sardar Falla"h"hai Patel, 7ho 7as a leadin! activist in the
    freedom movement. Sardar Patel advised the farmers to sell the mil9 on their o7n "y
    esta"lishin! a cooperative union, instated of supplyin! mil9 to private traders. Sardar
    Patel sent the farmer to Shri $orar&i Dasai in order to !ain his Co;operation and help.
    Shri Dasai held a meetin! at OSamr9ha2 villa!e near nand, on Ganuary 0, 1:04. <e
    advised the farmers to from a society for collection of the mil9.'hese villa!e societies
    7ould collect the mil9 themselves and also decided prices for that 7hich 7ould "e
    profita"le for them. 'he district union 7as also from to collect the mil9 from such villa!e
    cooperative societies and to sell them. It 7as also resolved that the !overnment should
    as9ed to "uy mil9 from the union.
    <o7ever, the !overnment did not seem to help farmer "y any means. It !ave the ne!ative
    response "y turnin! do7n the demand for the mil9. 'o respond to this action of
    !overnment, farmer of Daira district 7ent on a mil9 stri9e. +or 11 days not a sin!le drop
    of mil9 7as sold to the traders. s a result the /om"ay mil9 scheme 7as severely
    affected. 'he mil9 commissioner of /om"ay then visited nand to assess the situation.
    +inely he decided to fulfill the farmers demand.
    31
    'hus their cooperative unions 7ere forced at villa!e and district level to collect and sell
    mil9 on a cooperative "asis, 7ithout the intervention of !overnment. $r. Fer!hese Durien
    had main interest in esta"lishin! union 7ho 7as supported "y Shri 'ri"huvandas Patel
    7ho convinced farmers in formin! the cooperative unions at thevilla!e level. O'he Daira
    District Co;operative $il9 Producers2 Cnion2 7as thus esta"lished in nand and 7as
    re!istered formally under section 10 of /om"ay ct FII of 1:21 on Decem"er 10, 1:04.
    Since then farmers are sellin! all the mil9 in nand throu!h cooperative union. In 1:11 it
    7as commonly decided the sell mil9 under the "rand name Omul2
    t the initial sta!e only 210 liters of mil9 7as collected everyday. /ut 7ith the
    !ro7in! a7areness of the "enefits of the co;operative;ness the collection of mil9
    increased. 'oday mul collect 10, 00,000 liters of mil9 everyday. s the mil9 is
    perisha"le commodity it "ecame difficult to preserve mil9 for a lon!er period. /esides
    7hen the mil9 7as to "e collected from the far places there 7as a fear of spoilin! of mil9.
    'o over come this pro"lem the union thou!ht to develop the chillin! unit at various
    &unctions, 7hich 7ould collect the mil9 and could chill so as preserve it a for a lon!er
    period. 'hus, today mul has more than 146 chillin! centers in various villa!es. $il9 is
    collected from almost 10:5 societies.
    3ith the financial help from C=ICE+, assistance from the !overnment of =e7
    Pealand under the Colom"o plan, of #s. 10 million for factory to manufactory mil9
    po7der and "utter. Dr. #a&endara Prasad, the president of India laid the foundation on
    =ovem"er 10, 1:10. Shri Pandit Ga7aharlal =ehru, the prim minister of India declared it
    open at mul dairy on =ovem"er 20, 1:11.
    34
    plant to manufacture "alanced cattle feed 7as formally commissioned on
    %cto"er 31, 1:40 "y Shri )al"ahadur Shastri, the Prime $inister of India. t the re(uest
    of the !overnment of India, a ne7 dairy 7ith a capacity to manufacture 00 tons of mil9
    po7der and 20 tons of "utter a day 7as completed in 1:43. 'his 7as meant to meet the
    re(uirement of India2s defense forces. 'he dairy 7as declared open "y Shri$orar&i Desai
    in pril, 1:41. in 1:50, the Daira Cnion setup a plant to manufacture hi!h;protein
    7eanin! food, chocolate and malted food at $o!ar, a"out 6 9m south of nand.
    In Septem"er, 1:61, the second cattle feed plant at ODan&ari2 7ere started. 'he
    succesion of the co;!eneration pro&ect on Septem"er 11, 1:61, mar9ed a milestone on the
    ener!y front 7hen t7o !as tur"ine !enerators of 1.1 $3 each "ased on natural !as, 7ere
    commissioned. %n %cto"er 31, 1::2, Dr. F. Durien chairman, =ational Dairy
    Development /oard, laid the foundation of Daira Cnion2s third dairy 7ith a processin!
    capacity of 4.1 la9h liters of mil9 a day. 3or9 on the third dairy and cheese plant at
    ODhatra&2 7ith capacity for 20 $etric 'on of cheese per day, "e!an in +e"ruary, 1::0.
    lso in 1::0, Daira Cnion put up "read spread plant at O$o!ar2 7ith the assistance from
    =ational Dairy Development /oard.
    *u&arat Cooperative $il9 $ar9etin! +ederation A*C$$+- is India8s lar!est food
    products mar9etin! or!ani?ation. It is a state level apex "ody of mil9 cooperatives in
    *u&arat 7hich aims to provide remunerative returns to the farmers and also serve the
    interest of consumers "y providin! (uality products 7hich are !ood value for money.
    35
    Mem*ers0 13 district cooperative mil9 producers8
    Cnion
    No. o+ 2ro(&cer Mem*ers0 2.4 million
    No. o+ >illage Societies0 12,5:2
    Total Mil, han(ling capacity0 10.14 million litres per day
    Mil, collection 2.36 "illion litres
    Mil, collection 4.1 million litres
    Mil, ?rying Capacity0 1:0 $ts. per day
    Cattle +ee( man&+act&ring Capacity0 2400 $ts per day
    $*o&t Machinery
    In $C) Q 3 production of po7der, /utter and $il9 are "ein! done
    continuously. 'hese productions are done "y latest machineries e(uipped 7ith
    computer system and it is handled "y one technicians.
    ; 'he $il9 pasteuri?er machines "elon! to $l+a le8el company of 2&ne
    ; Po7der plant machineries "elon! to 6 B T 6arson an( T&r*o company
    of India
    ; /utter production machineries "elon! to S.G.company o+ s'itr3lan( and
    other
    ; /utter manufacturin! production machineries "elon! to Simon 4eres
    com.o+ 4rance
    36
    %#*=IS'I%= S'#CC'C#E %+ $C)
    9oar( o+ ?irector
    C1$;/M$N
    M$N$G;NG C1$;/M$N

    GENE/$6 M$N$GE/
    $SS;ST$NT GENE/$6 M$N$GE/
    M$N$GE/

    ?E2@TA M$N$GE/
    $SS;ST$NT M$N$GE/
    SEN;O/ ECEC@T;>E

    SEN;O/ O44;CE/
    SEN;O/ $SS;T$NT
    :O/KE/S

    Gra(e ( $to E)
    .
    3:

    00
    Sales Turnover
    Sales Turnover Rs *million0 S H *in million0
    ())*,)1 (((*2 311
    ())1,)+ (34)2 *22
    ())+,)4 (11*2 *12
    ())4,)5 (55*2 *11
    ())5,)) 66()6 *)3
    ())),22 66(51 *)3
    6222,2( 66155 122
    622(,26 633+1 122
    6226,23 64*14 141
    6223,2* 65)*( +(+
    622*,21 6)661 +46
    6221,2+ 3443+ 512
    622+,24
    6224,25
    6225,2)
    622),(2
    *6445
    1661*
    +4((3
    52213
    (212
    (361
    (121
    (422
    6ist o+ 2ro(&cts Mar,ete(0
    9rea( sprea(s0
    mul /utter
    mul )ite )o7 +at /read spread
    mul Coo9in! /utter
    01
    Cheese /ange0
    mul Pasteuri?ed Processed Cheddar Cheese
    mul Processed Cheese Spread
    mul Pi??a A$o??arella- Cheese
    mul Shredded Pi??a Cheese
    mul Emmental Cheese
    mul *ouda Cheese
    mul $alai Paneer Acotta!e cheese-
    Ctterly Delicious Pi??a
    Mithaee /ange (Ethnic s'eets)0
    mul Shri9hand A$an!o, Saffron, lmond Pistachio, Cardamom-
    mul mra9hand
    mul $ithaee *ula"&amuns
    mul $ithaee *ula"&amun $ix
    mul $ithaee Dulfi $ix
    vsar )adoos
    @1T Mil, /ange0
    mul Sha9ti 3> fat $il9
    mul 'aa?a 1.1> fat $il9
    mul *old 0.1> fat $il9
    mul )ite Slim;n;'rim $il9 0> fat mil9
    02
    mul Sha9ti 'oned $il9
    mul +resh Cream
    mul Sno7cap Softy $ix
    2&re Ghee0
    mul Pure *hee
    Sa!ar Pure *hee
    mul Co7 *hee
    ;n+ant Mil, /ange0
    mul Infant $il9 +ormula 1 A0;4 months-
    mul Infant $il9 +ormula 2 A 4 months a"ove-
    mulspray Infant $il9 +ood
    Mil, 2o'(ers0
    mul +ull Cream $il9 Po7der
    mulya Dairy 3hitener
    Sa!ar S9immed $il9 Po7der
    S'eetene( Con(ense( Mil,0
    mul $ithaimate S7eetened Condensed $il9
    4resh Mil,0
    mul 'aa?a 'oned $il9 3> fat
    03
    mul *old +ull Cream $il9 4> fat
    mul Sha9ti Standardi?ed $il9 0.1> fat
    mul Slim E 'rim Dou"le 'oned $il9 1.1> fat
    mul Saathi S9immed $il9 0> fat
    mul Co7 $il9
    C&r( 2ro(&cts0
    Ro!i S7eetened +lavoured Dahi ADessert-
    mul $asti Dahi Afresh curd-
    mul $asti Spiced /utter $il9
    mul )assee
    00
    $m&l ;ce creams0
    /oyal Treat /ange A/utterscotch, #a&"ho!, $alai Dulfi-
    N&t5o5Mania /ange ADa&u Dra9sh, Desar Pista #oyale, +ruit /onan?a, #oasted
    lmond-
    Nat&re)s Treat Alphanso $an!o, +resh )itchi, Shahi n&ir, +resh Stra7"erry,
    /lac9 Currant, Santra $antra, +resh Pineapple-
    S&n(ae /ange A$an!o, /lac9 Currant, Sundae $a!ic, Dou"le Sundae-
    $ssorte( Treat AChoco"ar, Dollies, +rosti9, Ice Candies, 'ricone, Chococrunch,
    $e!a "ite, Cassatta-
    @tterly ?elicio&s AFanilla, Stra7"erry, Chocolate, Choc chips, Ca9e $a!ic-
    Chocolate B Con+ectionery0
    mul $il9 Chocolate
    mul +ruit E =ut Chocolate
    9ro'n 9e8erage0
    =utramul $alted $il9 +ood
    Mil, ?rin,0
    mul Dool +lavoured $il9 A$an!o, Stra7"erry, Saffron, Cardamom, #ose,
    Chocolate-
    mul Dool Cafe
    01
    1ealth 9e8erage0
    mul Sha9ti 3hite $il9 +ood
    Amul 'utter %irl
    Edited from an article by Mini Verma published in The Asian
    Age on March 3, 1996
    T3e moppet >3o put Amul on #ndia4s brea6fast table
    10 years after it 7as first launched, mul8s sale fi!ures have &umped from 1000 tonnes a
    year in 1:44 to over 21,000 tonnes a year in 2006. =o other "rand comes even close to it.
    ll "ecause a thum";si?ed !irl clim"ed on to the hoardin!s and put a spell on the masses.
    9om*ay0 Summer of 1:45. Charni #oad flat. $rs. Sheela $ane, a 26;year;old
    house7ife is out in the "alcony dryin! clothes. +rom her second floor flat she can see her
    nei!h"ours on the road. 'here are other people too. 'he cro7d seems to "e !ro7in!
    lar!er "y the minute. Cna"le to cur" her curiosity Sheela $ane hurries do7n to see 7hat
    all the commotion is a"out. She expects the 7orst "ut can see no si!ns of an accident. It is
    her four;year;old 7ho dra7s her attention to the hoardin! that has come up overni!ht. IIt
    7as the first mul hoardin! that 7as put up in $um"ai,I recalls Sheela $ane. IPeople
    loved it. I remem"er it 7as our favourite topic of discussion for the next one 7ee9S
    Every7here 7e 7ent someho7 or the other the campai!n al7ays seemed to crop up in
    our conversation.I
    04
    Call her the +riday to +riday star. #ound eyed, chu""y chee9ed, 7in9in! at you,
    from strate!ically placed hoardin!s at many traffic li!hts. She is the mul moppet
    everyone loves to love Aincludin! pric9ly votaries of the Shiv Sena and /GP-. <o7 often
    have 7e stopped, loo9ed, chuc9led at the mul hoardin! that casts her sometime as the
    coy, shy $adhuri, a "old sensuous Crmila or simply as herself, dressed in her little pol9a
    dotted dress and a red and 7hite "o7, holdin! out her favourite pac9et of "utter.
    +or 30 odd years the Ctterly /utterly !irl has mana!ed to 9eep her fan follo7in!
    intact. So much so that the ads are no7 ready to enter the Guinness Book of World
    Records for "ein! the lon!est runnin! campai!n ever. 'he ultimate compliment to the
    "utter came 7hen a /ritish company launched "utter and called it Ctterly /utterly, last
    year.
    It all "e!an in 1:44 7hen Sylvester daCunha, then the mana!in! director of the
    advertisin! a!ency, SP, clinched the account for mul "utter. 'he "utter, 7hich had
    "een launched in 1:01, had a staid, "orin! ima!e, primarily "ecause the earlier
    advertisin! a!ency 7hich 7as in char!e of the account preferred to stic9 to routine,
    corporate ads.
    05
    /ne of the first Amul hoardings
    In India, food 7as somethin! one couldn8t afford to fool around 7ith. It had "een ta9en
    too seriously, for too lon!. Sylvester daCunha decided it 7as time for a chan!e of ima!e.
    'he year Sylvester daCunha too9 over the account, the country sa7 the "irth of a
    campai!n 7hose charm has endured fic9le pu"lic opinion, !immic9ry and all else.
    'he mul !irl 7ho lends herself so completely to mul "utter, created as a rival to the
    Polson "utter !irl. 'his one 7as sexy, villa!e "elle, clothed in a tantali?in! choli all "ut
    coverin! her upper re!ions. IEustace +ernande? Athe art director- and I decided that 7e
    needed a !irl 7ho 7ould 7orm her 7ay into a house7ife8s heart. nd 7ho "etter than a
    little !irlTI says Sylvester daCunha. nd so it came a"out that the famous mul $oppet
    7as "orn.
    'hat %cto"er, lamp 9ios9s and the "us sites of the city 7ere splashed 7ith the
    moppet on a horse. 'he "aseline simply said, 'horou!h "read, Ctterly /utterly Delicious
    mul,. It 7as a matter of &ust a fe7 hours "efore the daCunha office 7as rin!in! 7ith
    calls. =ot &ust adults, even children 7ere callin! up to say ho7 much they had li9ed the
    ads. I'he response 7as phenomenal,I recalls Sylvester daCunha. I3e 9ne7 our
    campai!n 7as !oin! to "e successful.I
    06
    +or the first one year the ads made statements of some 9ind or the other "ut they had not
    yet ac(uired the topical tone. In 1:45, Sylvester decided that !ivin! the ads a solid
    concept 7ould !ive them extra milea!e, more dum, so to say. It 7as a decision that 7ould
    stand the daCunhas in !ood stead in the years to come.
    In 1:4:, 7hen the city first sa7 the "e!innin! of the <are #ama <are Drishna
    movement, Sylvester daCunha, $ohammad Dhan and Csha /andar9ar, then the creative
    team 7or9in! on the mul account came up 7ith a clincher ;; 8<urry mul, <urry
    <urry8. /om"ay reacted to the ad 7ith a fervour that 7as almost as devout as the Is9on
    fever.
    'hat 7as the first of the many topical ads that 7ere in the offin!. +rom then on mul
    "e!an playin! the role of a social o"server. %ver the years the campai!n ac(uired that all
    important mul touch.
    India loo9ed for7ard to mul8s evocative humour. If the =axalite movement 7as
    the happenin! thin! in Calcutta, mul 7ould "e up there on the hoardin!s sayin!, I/read
    7ithout mul /utter, cholbe na cholbe na A7on8t do, 7on8t do-. If there 7as an Indian
    irlines stri9e mul 7ould "e there a!ain sayin!, Indian irlines 3on8t +ly 3ithout
    mul.
    0:
    'here are stories a"out the "utter that people li9e to relate over cups of tea. I+or
    over 10 years I have "een collectin! mul ads. I especially li9e the ads on the "ac9s of
    the "utter pac9ets, Isays $rs. Sumona Farma. 3hat does she do 7ith these adsT II have
    made an al"um of them to amuse my !randchildren,I she lau!hs. I'hey are almost part of
    our culture, aren8t theyT $y !randchildren are already "e!innin! to realise that these ads
    are not &ust a source of amusement. 'hey ma9e them a7are of 7hat is happenin! around
    them.I
    Despite some of the ne!ative reactions that the ads have !ot, DaCunhas have
    made it a policy not to play it safe. 'here are numerous ads that are ris(uL in tone.
    I3e had the option of "ein! s7eet and playin! it safe, or ma9in! an impact.
    fine "alance had to "e struc9. 3e have a campai!n that is stron! enou!h to ma9e a
    statement. I didn8t 7ant the hoardin!s to "e pleasant or tame. 'hey have to say
    somethin!,I says #ahul daCunha.
    I3e ran a couple of ads that created (uite a furore,I says Sylvester daCunha. I'he Indian
    irlines one really an!ered the authorities. 'hey said if they didn8t ta9e do7n the ads they
    7ould stop supplyin! mul "utter on the plane. So ultimately 7e discontinued the ad,I he
    says lau!hin!. 'hen there 7as the time 7hen the mul !irl 7as sho7n 7earin! the
    *andhi cap. 'he hi!h command came do7n heavy on that one. 'he *andhi cap 7as a
    sym"ol of independence@ they couldn8t have anyone not ta9in! that seriously. So despite
    their reluctance the hoardin!s 7ere 7iped clean. I'hen there 7as an ad durin! the
    *anpati festival 7hich said, *anpati /appa more *hya A*anpati /appa ta9e more-. 'he
    Shiv Sena people said that if 7e didn8t do somethin! a"out removin! the ad they 7ould
    come and destroy our office. It is surprisin! ho7 vi!ilant the political forces are in this
    10
    country. Even 7hen the Enron ads AEnr on or off- 7ere runnin!, #e"ecca $ar9 7rote to
    us sayin! ho7 much she li9ed them.I
    Amul7s point of iew on the M8 coffee controersy
    'here 7ere other instances too. <eroine ddiction, mul8s little &o9e on <ussain had the
    artist rin!in! the daCunhas up to re(uest them for a "lo7 up of the ad. I<e said that he
    had seen the hoardin! 7hile passin! throu!h a small district in CP. a<e sid says #ahul
    daCunha in amused tones. Indians do have a sense of humour, afterall.he had as9ed his
    assistant to ta9e a photo!raph of himself 7ith the ad "ecause he had found it so funny,I
    +rom the Sixties to the =ineties, the mul ads have come a lon! 7ay. 3hile most people
    a!ree that the mul ads 7ere at their pea9 in the Ei!hties they still maintain that the
    mul ads continue to tease lau!hter out of them.
    3here does mul8s ma!ic actually lieT $any "elieve that the charm lies in the catchy
    lines. 'hat 7e lau!h "ecause the humour is 7hat any"ody 7ould en&oy. 'hey don8t
    pander to your nationality or certain sentiments. It is pure and simple, everyday fun.
    11
    2/O?@CT;ON BO2E/$T;ON ?E2$/TMENT
    ;NT/O?@CT;ON
    Production mana!ement is refers to the process of correction of past mista9es catchin! up
    7ith the ne7 techni(ues, ta9in! up steps 7ith developin! techni(ues and ta9in! measures
    for the production of !oods at competitive cost.U
    'he "asic philosophy of production mana!ement is to launch a frontal attac9 on
    direct costs and effective use the availa"ility manpo7er 7eavin! ne7 techni(ues in to the
    7hole to 9eep the production unit efficient and developin! production mana!ement is the
    process of plannin!, or!ani?in!, directin! and controllin!.
    'he mul is started 7ith only 210 liters of mil9 per day. /ut no7 mul collect
    avera!e : la9hs of liters mil9 per day. t the initial sta!e, mul has not any pro"lem
    re!ardin! mil9, "ut in the 7inter season there 7as excess supply of mil9. So, mul has to
    sell out that excess mil9 at the lo7 price or mul has to face loss. 'o removin! these
    pro"lems mul ta9e decision to set up a plant to process the surplus mil9 "utter and mil9
    po7der.
    'oday the mul has three plants Dno7n as mul 1, 2 E 3 all three plant 7or9 20
    hours a day continuously. 'he all manufacturin! process is done automatically. 'he
    production is done in the special machines. 'hese machines and the technolo!y are
    import;id from the '#+' PED Company. 'here is also facility of chillin! of mil9, so
    that the mil9 remains usa"le.
    'oday three plant of $C) perform different function.
    $C) Q 1 presently it is use as a !o do7n for storin! ra7 materials.
    12
    1. $C) Q 2 'oday in this unit, the production process of *hee and pac9in!s are
    runnin! .
    2. $C) Q 3 'his unit is producin! $C) "utter, $C) spray po7der, and
    flavored mil9.
    0rgani'ation Structure
    Managing ,irector
    $eneral Manager
    ,airy !lant Asstt. $. M.
    Manager Manager 0fficer A.M.
    3!roduction4 31ng.4 31ng.4
    ,y. Manager +orkers 0fficers
    31ng.4
    A.M. echnicians
    31ng.4
    1ng. +orkers
    0fficers
    echnicians
    1ng. +orker
    13
    10
    Mil, Collection Cycle
    'he success of each and every dairy industry is the !ettin! the mil9 from the
    farmers and ma9in! that mil9 in use as soon as possi"le "efore that mil9 !et spoiled
    "ecause the mil9 is the perisha"le product. +or the smooth runnin! the "usiness of dairy
    industry the industry must concentrate on the mil9 collection cycle. mul dairy is very
    conscious a"out the mil9 collection cycle "ecause the "ase of the success of the mul is
    mil9 collection cycle.
    2ro(&ction capacity o+ $m&l
    /utter 10 to 40 'ones
    Po7der plant 50 tones
    Po7der plant 40 tones
    +lavour mil9 00000 "ottles
    $*o&t Machinery
    In $C) Q 3 production of po7der, /utter and $il9 are "ein! done
    continuously. 'hese productions are done "y latest machineries e(uipped 7ith
    computer system and it is handled "y one technicians.
    ; 'he $il9 pasteuri?er machines "elon! to $l+a le8el company of 2&ne
    ; Po7der plant machineries "elon! to 6 B T 6arson an( T&r*o company
    of India
    ; /utter production machineries "elon! to S.G.company o+ s'itr3lan( and
    other
    ; /utter manufacturin! production machineries "elon! to Simon 4eres
    com.o+ 4rance
    11
    $m&l < ! /a' /eception ?oc,
    #eception doc9 is the very first department of any dairy 7here mil9 is unloaded and
    simultaneously tested . mul;2 has a 7ell desi!ned #$#D , situated in the 7est 7in! of
    dairy . #a7 mil9 at mul; 2 is received mainly throu!h cans . 'here are 2 reception lines
    for unloadin! mil9 cans in mul Q 2 . "out 40 > of reception is of "uffalo mil9 and
    remainin! 00> is co7 mil9 .
    4lo' chart o+ $m&l5! process
    Unloading of cans

    /hain conveyer

    .emoval of cans lid
    !hysically inception of milk
    ransfer of milk to dump tank 3 56*57cans8 min4
    9ilter
    +eighing

    .aw milk collection tank : Amul *7
    !asteuri'ation 3 At ;< / for 5= seconds4
    Standardi'ation
    !rocessed milk silo
    14
    Sent to different production section milk pouch packing
    section
    15
    9&tter section
    'he utterly /utterly Delicious "utter of the mul is one of the most popular product of
    mul dairy alon! 7ith the famous "utter !irl . 'he "utter section is located in mul ;3
    7hich manufactures 'a"le /utter , 7hite "utter and renduced salt "utter . 'he section is
    completely computer controlled and is e(uipped 7ith most modern imported
    e(uipments ./utter section very important as it handles fat, 7hich is the costliest
    constituent . 'he cream o"tained from process section is fully utili?ed for "utter ma9in! .
    mul 7hite and ta"le /utter is exported to CS and various $iddle Eastern countries .
    O2E/$T;ON
    'he cream for manufacturin! /utter is receivin! from mul;3 process section 7hile
    standardi?ation of mil9 . In mul ;3 the mil9 fat 7ill "e separated at a"ove 40 Celsius ,
    the centrifu!al separators inline 7ith $il9 pasteuri?er separate this as cream . 'he cream
    thus separated is pasteuri?ed and then pumped to the cream "uffer tan9s and to cream silo
    .fter a!ein! at 6 Celsius for 20 hrs , cream is pumped to cream chillin! unit in the
    "utter section . there the temperature of cream is ad&usted to the re(uired churnin!
    temperature of continuous /utter $a9in! $achine.
    16
    4lo' chart o+ 9&tter processing
    .aw cream
    !asteuri'er 3>< to >= / 4
    /ooling 3;*> /4
    Ageing3;*> /8 6?hours4
    /ream (alance tank
    !@1 3 for temperature ad"ustment at A*; /4

    /hurning 3speed =<<* 56<<rpm4
    (utter $rains &utter Milk
    +ashing with &utter milk
    +orking 3 7<* B<rpm 4
    6
    nd
    washing with &utter milk
    silo
    working
    white &utter addition salt 3C6D4 %color

    5= kg packing
    (lending
    3 6=*7< rpm
    %vacuum 4
    1:

    export
    ghee &utter section
    packaging lines
    >.5g &lister pack 5<<g refill pack 5<<g refill pack ?<<tin
    3Army4
    Air pack 36gm4
    2ac,ing materials &se( 0
    Delocali?e mar9et
    Dou"le laminated is used for export
    'in Q used for 000! rmy pac9
    Card "oard "ox; used for tertiary pac9in!
    3ply for :.1 ! 7ei!ht pac9a!e
    1ply for normal E export
    2o'(er plant
    +;31 plant is situated in mul ;2 near to the rail7ay sidin! . 'he plant is a sin!le sta!e
    dryin! plant havin! a capacity of 31 'DP. 'he plant is not in re!ular use and mainly used
    for the manufacturin! of cheese 7hey po7der .
    +;31 C%=DE=SI=* P)=' DE'I)S
    $a9e H SSP ,+arida"ad
    'ype H +allin! film vertical tu"e type
    =o of Pre heater H 1
    =o of calendria H 5
    40
    =o of vapor separators H 1
    O2E/$T;ON ?ET$;6
    2/O?@CT @SE $N? C1$/$CTE/;ST;CS
    M;6K
    %ne of the most versatile food consumed "y us. ll children start their 7ith mother2s
    mil9 and continue to use it in one other throu!hout their life. It is the secretion from the
    mammary !lands of a lactatin! mammal. 'he 7hite fluid, 9no7 as mil9, is made up of
    mil9 fat and other mil9 solids.
    $M@6 ;CE C/E$M
    mul ice cream is made up from fresh mil9.
    Ice cream are rich in protein, calcium, dairy cream and vitamins.
    Ice cream are a complete food, easy to di!est and full of ener!y.
    M$N@4$CT@/;NG 2/OCESS 4O/ ;CE C/E$M
    mul ice cream is made up from mil9, mil9 products, su!ar, sta"ili?ers and emulsifiers.
    Composition
    $il9 +at 13.1> to 10.1>
    'otal Solids 00> to 01>
    Su!ar 11> pprox.
    cidity 0.15> to 0.1:>
    Protein 3.:> to 0.1>
    41
    4oo( Energy >al&e
    Calories per 100 ml ;1:4.5 9cal
    Flavors
    2A)ILA , Straw&erry, !ineapple, 0range, .ose, Mango, /hocolate, @oney*,ew*Melon, utee
    9ruity, Litchi, -esar !ista, -a"u ,raksh, (utterscotch, /hocE chips, .a"&hog and /ashew (reak.
    Packaging
    =< ml cup, 5<< ml cup, =<< ml pack,5 litre pack, ? litre pack, /hoco&ar, Ice candies, /ones and
    -ulfies .
    M$N@4$CT@/;NG 2/OCESS 4O/ M;6K
    M;6K 2/OC@/EMENT
    'otal mil9 procurement "y our $em"er Cnions durin! the year 2004;05 avera!ed 45.21
    la9h 9ilo!rams A4.5 million 9!- per day, representin! a !ro7th of 0.1 per cent over 40.36
    la9h 9ilo!rams A4.0 million 9!- per day achieved durin! 2001;04. 'he hi!hest
    procurement as usual 7as recorded durin! Ganuary 2005 at 60.0: la9h 9ilo!rams A6.0
    million 9!- per day. 'his increase in mil9 procurement is very impressive, 9eepin! in
    mind the massive loss suffered "y our farmers due to
    floods durin! the monsoon season, specially in Surat district.
    42
    M;6K 2/OCESS;NG
    1 1omogeni3ation0 ; $il9 must then "e homo!eni?ed. 3ithout homo!eni?ation, the
    mil9 fat 7ould separate from the mil9 and rise to the top. $il9 fat is 7hat !ives mil9 its
    rich and creamy taste. In this process $il9 is transferred to a piece of e(uipment called a
    homo!eni?er. In this machine the mil9 fat is forced, under hi!h pressure throu!h tiny
    holes.
    6 . 2aste&ri3ationH; Pasteuri?ation is the process that purifies mil9 and helps it stay
    fresher, lon!er. $il9 is pasteuri?ed "y heatin! it to 52VC for 14 seconds then (uic9ly
    coolin! it to 0VC. Pasteuri?ation is named after )ouis Pasteur, the famous scientist.
    43
    7 .Adding VitaminsF * /efore homo!eni?ation, vitamin D is added to all mil9.
    Fitamin D com"ined 7ith the calcium that naturally exists in mil9 help !ives us stron!
    "ones and teeth. Dairies also add Fitamin to s9im, 1> and 2> mil9. Fitamin is !ood
    for our eyesi!ht.
    ?.Packaging MilkG * $il9 is no7 ready to "e pac9a!ed. $il9 is pumped throu!h
    automatic fillin! machines direct into "a!s, cartons and &u!s. 'he machines are carefully
    saniti?ed and pac9a!es are filled and sealed 7ithout human hands. Durin! the entire time
    that mil9 is at the dairy, it is 9ept at 1V ; 2VC. 'his prevents the development of extra
    "acteria and 9eeps the mil9 it2s freshest.
    40
    =.StoringG* $il9 is delivered to !rocery stores, convenience stores and restaurants in
    refri!erated truc9s that 9eep mil9 cooled to 1V ; 0VC. 'he stores ta9e their mil9 and
    immediately place it in their refri!erated stora!e area. /ecause fresh mil9 is so important
    to our diets, dairies, and our health.
    41
    S&pply chain management o+ $M@6
    S@226;E/S

    GCMM4DS S@226A C1$;N
    Processing :
    fter the union received the mil9, it 7as tested and if it 7as found to "e of !ood (uality,
    it 7as sent for processin!. If the mil9 7as found to have hi!h acidity, it 7as used to ma9e
    "uttermil9. #a7 mil9 7as sent throu!h a filter and clarifier and 7as pasteuri?ed. +or
    pasteuri?ation, mil9 7as treated at hi!h temperatures for a specified.
    'his helped in destroyin! the patho!ens and in maintainin! the (uality. fter
    pasteuri?ation, the mil9 7as sent throu!h a separation machine. <ere the cream 7as
    separated and s9immed mil9 7as o"tained. ccordin! to the demand, the unions pac9ed
    the mil9 after it 7as pasteuri?ed and sent for distri"ution. 'he cream 7as mar9eted as
    mul +resh cream .
    44
    Distribution
    *C$$+ coordinated 7ith various unions to !et a re!ular supply of mil9 and dairy
    products. 'he processed mil9 and dairy products 7ere procured from district dairy unions
    and distri"uted throu!h third party distri"utors. 'o ensure (uality and timely deliveries,
    *C$$+ and the district unions had several mechanisms in place. 'he FCS constantly
    monitored the deliveries of the mil9 collected and ensured that the mil9 7as pic9ed up on
    time. 'he unions monitored the supplies of mil9 and the distri"ution of finished products.
    :$/E 1O@S;NG: mul products are availa"le in over 100,000 retail outlets across
    India throu!h its net7or9 of over 3,100 distri"utors. 'here are 05 depots 7ith dry and
    cold 7arehouses to "uffer inventory of the entire ran!e of products. *C$$+ transacts on
    an advance demand draft "asis from its 7holesale dealers instead of the che(ue system
    adopted "y other ma&or +$C* companies. 'his practice is consistent 7ith *C$$+8s
    philosophy of maintainin! cash transactions throu!hout the supply chain and it also
    minimi?es dumpin!. 3holesale dealers carry inventory that is &ust ade(uate to ta9e care
    of the transit time from the "ranch 7arehouse to their premises. 'his &ust;in;time
    inventory strate!y improves dealers8 return on investment A#%I-. ll *C$$+ "ranches
    en!a!e in route schedulin! and have dedicated vehicle operation .
    45
    M;6K 2/OCESS;NG 96OCK
    46
    S@226A C1$;N EC26$N$T;ON :;T1 ?;$G/$ME
    ?E4;N;T;ON O4 >$6@E C1$;N
    s per the a"ove dia!ram there are the first components is ra7 materialH
    In our company the ra7 materials are mil9, po7der for ice creams manufacturin!,
    different types of flavors for ice creams, pac9a!in! material, su!ar etc. re(uired "y the
    company for manufacturin!. In this step *C$$+ play a very important role it procures
    mil9 from villa!es and for this it develops three types of system and that is societies at
    vill!e level, district level and state level.

    4:
    Second component is suppliers are the farmers and other ra7 material for manufacturin!
    the ice creams are provided "y $<= P#%'EI=S )'D., IDE) ICE C#E$S and
    /<#' ESSE=CE.
    'his component is manufacturin! process 7hich is descri"e a"ove. In mil9 process there
    are mainly five steps are re(uired and i.e. homo!eni?ation, pasteuri?ation, addin!
    vitamins, pac9a!in!, storin!. In this process there are also re(uirement of 7arehouse for
    storin! the product 7hich already made and also for the ra7 material.
    'he next step is the distri"ution channel in 7hich *C$$+ plays very important role in
    that. It handle all the mar9etin! for $C) products. *C$$+8s products 7ere mar9eted
    throu!h 10 sales offices located across India to 0,000 stoc9ists. 'hese stoc9ists supplied
    the products to more than 100,000 retail outlets.
    50
    'he next step is the customers in this cate!ory there are restaurants includes. lso the
    retail shops and 7hole sellers are included.
    'he last step is the consumer in 7hich the actual hose hold are included in this cate!ory.
    O&r 2ro(&ct
    $M@6 means "priceless" in Sans9rit. 'he "rand name Imul,I from the Sans9rit
    Imoolya,I 7as su!!ested "y a (uality control expert in nand. Fariants, all meanin!
    IpricelessI, are found in several Indian lan!ua!es. mul products have "een in use in
    millions of homes since 1:04. mul /utter, mul $il9 Po7der, mul *hee, mulspray,
    mul Cheese, mul Chocolates, mul Shri9hand, mul Ice cream, =utramul, mul
    $il9 and mulya have made mul a leadin! food "rand in India. A'urnoverH #s. 02.56
    "illion in 2005;06-. 'oday mul is a sym"ol of many thin!s. %f hi!h;(uality products
    sold at reasona"le prices. %f the !enesis of a vast co;operative net7or9. %f the triumph of
    indi!enous technolo!y. %f the mar9etin! savvy of a farmers8 or!ani?ation. nd of a
    proven model for dairy development.
    51
    Chec, o&t this 8ast an( e8er5gro'ing range o+ )taste+&l) $m&l (electa*leE
    F2lease clic, here to (o'nloa( the latest 2/O?@CT ?ET$;6E/F.
    9rea( Sprea(s
    Amul 'utter
    Utterly Butterly
    9elicious
    Amul !ite
    !ow fat' low
    :holesterol Bread
    #pread
    "eli7ious Table
    MarGarine
    The 9elicious way
    to eat healthy
    Mil6 "rin6s
    Amul 2ool Amul 2ool Cafe
    2ool 2o6o
    A delight to :hocolate
    !oers. 9elicious
    :hocolate taste
    Nutramul EnerGy
    "rin6
    A drink for ;ids ,
    proides energy to
    52
    suit the needs of
    growing ;ids
    Amul 2ool
    C3o7olate Mil6
    Amul 2ool
    (lavoured 'ottled
    Mil6
    Amul 2ool
    (lavoured Tetra
    Pa76
    Amul Masti Spi7ed
    'uttermil6
    Amul introduces the
    Best Thirst <uenching
    9rink
    Amul 2ool T3andai
    Po>der Mil6
    53
    Amul Spray
    #nfant Mil6 (ood
    #till' Mother7s Milk
    is Best for your
    baby
    Amul #nstant
    (ull Cream Mil6
    Po>der
    A dairy in your
    home
    SaGar S6immed
    Mil6 Po>der
    =hich is especially
    useful for diet
    preparations or for
    use by people on
    low calorie and
    high protein diet.
    SaGar Tea Coffee
    )3itener
    Amulya "airy
    )3itener
    The 8ichest'
    Purest 9airy
    =hitener

    (res3 Mil6
    50
    Amul (res3 Mil6
    This is the most
    hygienic milk
    aailable in the
    market. Pasteurised
    in state,of,the,art
    processing plants and
    pouch,packed for
    conenience.
    Amul %old Mil6
    Amul TaaEa "ouble
    Toned Mil6
    Amul !ite Slim and
    Trim Mil6
    Amul (res3 Cream Amul S3a6ti Toned
    Mil6
    Amul Cal7iI
    51
    C3eese
    Amul Pasteurised
    Pro7essed C3eese
    (22> ?egetarian
    :heese made from
    microbial rennet
    Amul C3eese
    Spreads
    Tasty :heese #preads
    in 3 great flaours.
    Amul Emmental
    C3eese
    The @reat #wiss
    :heese from Amul'
    has a sweet,dry
    flaour and ha0elnut
    aroma
    Amul PiEEa
    MoEEarella C3eese
    Pi00a cheese...makes
    great tasting pi00asA
    %ouda C3eese

    54
    (or Coo6inG
    Amul C SaGar Pure
    %3ee
    Made from fresh
    cream. Bas typical
    rich aroma and
    granular te%ture. An
    ethnic product made
    by dairies with
    decades of
    e%perience.
    Coo6inG 'utter
    Amul Malai Paneer
    8eady to cook paneer
    to make your
    faourite recipesA
    tterly "eli7ious
    PiEEa
    Mit3ai Mate
    #weetened
    :ondensed Milk -
    .ree flowing and
    smooth te%ture.
    Masti "a3i
    55
    =hite to creamy color
    with a pleasant taste.
    56
    "esserts
    Amul #7e Creams
    Premium Ice :ream
    made in arious
    arieties and flaours
    with dry fruits and
    nuts.
    Amul S3ri63and,,,,
    A delicious treats'
    anytime.
    Amul Mit3aee
    %ulab Jamuns
    Pure ;hoya @ulab
    Camums...best
    sered piping hot.
    Amul C3o7olates
    The perfect gift for
    someone you loe.
    Amul !assee Amul 'asundi
    Healt3 "rin6
    5:
    Nutramul
    Malted Milk .ood
    made from malt
    e%tract has the
    highest protein
    content among all
    the brown
    beerage powders
    sold in India.
    Amul S3a6ti
    Healt3 (ood
    "rin6
    Aailable in ;esar,
    Almond and
    :hocolate
    flaours.
    60
    2/O4;6E O4 2$/$G ?$;/A
    Para! Dairy Q Delhi 7as set up in 1:50 under the %peration +lood Pro!ramme. It is no7
    a 7holly o7ned company of the =ational Dairy Development /oard A=DD/-.
    Para! Dairy mar9ets E sells dairy products under the Para! Dairy "rand Ali9e )i(uid
    $il9, Dahi, Ice creams, Cheese and /utter-, Dhara ran!e of edi"le oils and the Safal
    ran!e of fresh fruits E ve!eta"les, fro?en ve!eta"les and fruit &uices at a national level
    throu!h its sales and distri"ution net7or9s for mar9etin! food items.
    Para! Dairy sources si!nificant part of its re(uirement of li(uid mil9 from dairy
    cooperatives. Similarly, Para! Dairy sources fruits and ve!eta"les from farmers B !ro7ers
    associations. Para! Dairy also contri"utes to the cause of oilseeds !ro7er cooperatives
    that manufactureB pac9 the Dhara ran!e of edi"le oils "y underta9in! to nationally mar9et
    all Dhara products. It is Para! Dairy2s constant endeavor to
    Aa- Ensure that mil9 producers and farmers re!ularly and continually receive mar9et
    prices "y offerin! (uality mil9, mil9 products and other food products to consumers at
    competitive prices and@
    A"- Cphold institutional structures that empo7er mil9 producers and farmers throu!h
    processes that are e(uita"le.
    61
    t Para! Dairy, processin! of mil9 is controlled "y process automation 7here"y
    state;of;the;art microprocessor technolo!y is adopted to inte!rate and completely
    automate all functions of the mil9 processin! areas to ensure hi!h product (ualityB
    relia"ility and safety. Para! Dairy is an ISB IS%;:002, IS;11000 <CCP and IS;10001
    E$S certified or!ani?ation. $oreover, its
    .uality ssurance )a"oratory is certified "y =ational ccreditation /oard for 'estin!
    and Cali"ration )a"oratory A=/)-;Department of Science and 'echnolo!y,
    *overnment of India.
    Para! Dairy mar9ets approximately 2.6 million liters of mil9 daily in the mar9ets
    of Delhi, $um"ai, Saurashtra and <ydera"ad. Para! Dairy $il9 has a mar9et share of
    44> in the "randed sector in Delhi 7here it sells 2.3 million liters of mil9 daily and
    underta9es its mar9etin! operations throu!h around 10,000 retail outlets and 601
    exclusive outlets of Para! Dairy.
    'he company2s derives si!nificant competitive advanta!e from its uni(ue
    distri"ution net7or9 of "ul9 vendin! "ooths, retail outlets and mo"ile units. Para! Dairy
    ice creams launched in the year 1::1 have sho7n continuous !ro7th over the years and
    today "oasts of approximately 42> mar9et share in Delhi and =C#. Para! Dairy also
    manufactures and mar9ets a 7ide ran!e of dairy products that include /utter, Dahi, *hee,
    Cheese, C<' $il9, )assi E +lavored $il9 and most of these products are availa"le
    across the country.
    'he company mar9ets an array of fresh and fro?en fruit and ve!eta"le products
    under the "rand name S+) throu!h a chain of 000W o7n +ruit and Fe!eta"le shops
    and more than 20,000 retail outlets in various parts of the country. +resh produce from
    62
    the producers is handled at the Company2s modern distri"ution facility in Delhi 7ith an
    annual capacity of 200,000 $'. n I.+ facility 7ith capacity of around 51 $' per day is
    also operational in Delhi. state;of;the;art fruit processin! plant of fruit handlin!
    capacity of 120 $' per day, a 100 percent E%C, setup in 1::4 at $um"ai supplies
    (uality products in the international mar9et.
    63
    3ith increasin! demand another state;of;the;art fruit processin! plant has "een
    set up at /an!alore 7ith fruit handlin! capacity of around 210 $' per day. Para! Dairy
    has also "een mar9etin! the Dhara ran!e of edi"le oils for the last fe7 years. 'oday it is a
    leadin! "rand of edi"le oils and is availa"le across the country in over 2, 00,000 outlets.
    'he "rand is currently availa"le in the follo7in! variantsH #efined Fe!eta"le %il, #efined
    Soy"ean %il, #efined Sunflo7er %il, #efined #ice /ran %il, Dachi *hani $ustard %il
    and +iltered *roundnut %il. Para! Dairy has also launched extra vir!in %live %il under
    the Daroliva "rand.
    Para! Dairy has over the last 3 decades, harnessed the po7er of farmer
    cooperatives to deliver a ran!e of delicious products and "rin! a smile on your face. In
    times to come, Para! Dairy shall strive to remain one of India2s finest food companies.
    6ist o+ 2ro(&cts Mar,ete(0
    9rea( sprea(s0
    Para! /utter
    Cheese /ange0
    Para! Processed Cheese
    Para! Pi??a Cheese
    Para! Paneer
    @1T Mil, /ange0
    Para! $il9
    60
    Para! +resh Cream
    2&re Ghee0
    Para! Pure *hee
    ;n+ant Mil, /ange0
    Para! spray $il9 +ood
    Mil, 2o'(ers0
    Para!ya Dairy 3hitener
    Sa!ar S9immed $il9 Po7der
    4resh Mil,0
    Para! 'aa?a 'oned $il9
    Para! Co7 $il9
    61
    M$/KET S1$/E O4 $M@6 S2/$A ;N G $GE ($gra)
    TERR#TOR#ES AM! SPRA$ PARA% "A#R$
    !ECTO%#N
    ?ijay Dagar (.*2 3.+(
    #anjay Place 6.52 (2.3(
    ;handari 2.62 *.22
    #ikandra 6.*2 1.(6
    8ajpur :hungi (.*2 *.12
    #adar Ba0ar (.22 (.*2
    #hashtripuram 3.42 6.5(
    Bodla *.22 (.22
    Ceeni Mandi 3.22 5.+(
    8awatpara (.62 6.*2
    Belanganj 2.(2 2.*2
    Tajganj (1.16 (3.16
    !ohamandi 2.(2 (.62
    8ajamandi 2.12 3.52
    TOTAL
    34.36 +6.+5
    SA!ES O( 'TTER '$ TERR#TOR$ *2%0 EAgraF
    TERR#TOR#ES AM! 'TTER PARA% "A#R$
    'TTER
    1iFay NaGar (1) 2
    #anjay Place )6 32
    ;handari 43* 46
    64
    #ikandra 311 2
    8ajpur :hungi ()2.1 2
    #adar Ba0ar +45 2
    #hashtripuram 122 *6
    Bodla *42 6
    Ceeni Mandi 312 (22
    8awatpara *2.1 2
    Belanganj (* +2
    Tajganj 61) 2
    !ohamandi 5 2
    TOTA! A=B, A,@
    MAR2ET SHARE O( AM! 'TTER #N DA%E
    TERR#TOR#ES AM! 'TTER PARA% "A#R$
    'TTER
    1iFay NaGar 3.53 2
    #anjay Place 6.6( .46
    ;handari (4.4+ (.52
    #ikandra 5.*) 2
    8ajpur :hungi *.1+ 2
    #adar Ba0ar (+.36 2
    #hashtripuram (6.23 (.2(
    Bodla ((.3( 2.21
    Ceeni Mandi 5.3+ 6.*(
    8awatpara 2.)+ 2
    Belanganj 2.33 (.*3
    Tajganj +.63 2
    !ohamandi 2.() 2
    TOTA! -+:B= <:?+
    65
    SA!ES O( "A#R$ )H#TE '$ TERR#TOR$ *2%0
    TG88IT/8IG#
    AM!$A ParaG "airy OTHERS
    ?ijay Dagar 64 2 )
    #anjay Place + 1 +
    ;handari 1( 6 61
    #ikandra *+ 5 65
    8ajpur :hungi 2 2 (+
    #adar Ba0ar 6* 6 (4
    #hashtripuram 1 3 *
    Bodla 34 3 *
    Ceeni Mandi 65 2 2
    8awatpara *3 2 2
    Belanganj 3(2 3* 2
    Tajganj 6 2 2
    !ohamandi (2 2 2
    TOTA! B=- B< /,-
    MAR2ET SHARE O( "A#R$ )H#TE #N D A%E EAgraF
    TG88IT/8IG#
    AM!$A ParaG "airy OTHERS
    ?ijay Dagar 6.26 2 2.4+
    #anjay Place 2.*1 2.34 2.*1
    ;handari 3.46 2.(1 (.)+
    66
    #ikandra 3.3* 2.15 6.(5
    8ajpur :hungi 2 2 (.()
    #adar Ba0ar (.45 2.34 (.64
    #hashtripuram 2.34 2.66 2.35
    Bodla 6.53 2.66 2.35
    Ceeni Mandi 6.(5 2 2
    8awatpara 3.66 2 2
    Belanganj 63.62 6.1* 2
    Tajganj 2.(1 2 2
    !ohamandi 2.41 2 2
    TOTA! ??:,/ ?:?B =:B<
    Consumer Per7eption to>ards Amul & ParaG "airy Produ7ts
    E5port Potential
    India has the potential to "ecome one of the leadin! players in mil9 and mil9 product
    exports. )ocation advanta!eH India is located amidst ma&or mil9 deficit countries in sia
    and frica. $a&or importers of mil9 and mil9 products are /an!ladesh, China, <on!
    Don!, Sin!apore, 'hailand, $alaysia, Philippines, Gapan, CE, %man and other !ulf
    countries, all located close to India.
    6o' Cost o+ 2ro(&ction H $il9 production is scale insensitive and la"our intensive. Due
    to lo7 la"our cost, cost of production of mil9 is si!nificantly lo7er in India.
    6:
    Concerns in export competitiveness are 7&ality0 Si!nificant investment has to "e made
    in mil9 procurement, e(uipments, chillin! and refri!eration facilities. lso, trainin! has
    to "e imparted to improve the (uality to "rin! it up to international standards.
    2ro(&cti8ity0 'o have an exporta"le surplus in the lon!;term and also to maintain cost
    competitiveness, it is imperative to improve productivity of Indian cattle.
    'here is a vast mar9et for the export of traditional mil9 products such as !hee, paneer,
    shri9hand, ras!olas and other ethnic s7eets to the lar!e num"er of Indians scattered all
    over the 7orld
    :0
    C3apter A
    Resear73
    met3odoloGy
    :1
    O'JECT#1E O( THE ST"$
    mul E Para! Dairy is the mar9et leader of dairy "ased food products in !ra
    City. mul is the ma&or competitors in the mar9et a!ainst Para! Dairy. It is important to
    !et an idea re!ardin! mul2s E Para! Dairy position in !ra City. It 7ould not help
    mul to capitali?e on existin! potential "ut also to formulate strate!ies and to fill the
    loo9 holes and !aps to fi!ht the competitive situation
    'he %"&ective also containsH
    'o determine the mar9et share of mul E Para! dairy "ased product.
    'o determine the consumer preferences of mul E Para! dairy product 7ith the
    help of some parameters ;(uality, taste, price, pac9in! style.
    'o compare the dairy product of mul and Para! dairy on the "asis of a"ove
    parameters
    :2
    S;GN;4;C$NCE O4 T1E TO2;C
    Create the a7areness in the mar9et.
    /uildin! confidence in retailers as 7ell as in the customer.
    'o Cnderstand the terminolo!ies used in mar9et "y retailers.
    Develop the usefulness in enhancin! the usa"ility of the product.
    'o 9no7 different sellin! s9ills at various situation of mar9et.
    'o learn different strate!ies 7hich are used "y retailers in mar9et to convince the
    customers.
    :3
    /ESE$/C1 MET1O?O6OGA
    $ethodolo!y for a study li9e this is the most important part .'he method of study
    operate "y me is totally is to increase K to !ather the more information re!ardin! this
    pro&ect.
    'he ma&or emphasis in such studies is on the discovery of the ideas fruitful
    relevant information. s such the research desi!n appropriate for such studies must "e
    flexi"le enou!h to provide opportunity for considerin! different aspect of a pro"lem
    under study.
    I collected the information re!ardin! this pro&ect throu!h Q
    I. P#I$#R D'
    II. SEC%=D#R D'
    Primary data is collected "y the customers and Para! retailers.
    Secondary data is collected "y retailer E personal intervie7.
    Since our research is descriptive type, so research desi!n is also descriptive.
    :0
    Sample (esign0
    Samplin! is a process of o"tainin! information a"out an entire population "y
    examinin! only a part of it.
    s depicted "elo7, I have ta9en 10 retailers and 30 customers as my sample si?e
    Sample siEe;
    8GTAI!G8 H 31
    :U#T/MG8H ((2
    Analyti7al tools 0 'his study is "ased on collectin! data "y usin! 7ell;connected
    (uestionnaire for consumer from various demo!raphic se!ments and also data is
    collected usin! secondary sources. fter collectin! data it is arran!ed in the form of
    ta"les from analysis and interpretation. *raphs and percenta!e analysis are the main tools
    used for the purpose of interpretation.
    :1
    $reas 'here ; ma(e s&r8ey
    Fi&ay =a!ar
    San&ay Place
    Dhandari
    Si9andra
    #a&pur Chun!i
    Sadar /a?ar
    Shastripuram
    /odla
    Geevni $andi
    #a7at Para
    /elan *an&
    'a& *an&
    )oha $andi
    :4
    6;M;T$T;ONS O4 T1E ST@?A
    'his survey althou!h carried out 7ith fullest possi"le efforts and devotion, the
    limitation of the time, resources availa"le and limited area chose may lead to limited
    representation of the universe. 'he ma&or limitations from 7hich the study suffers are as
    follo7s.
    'ime ConstraintH;
    'ime factor has "een a very "i! limitation in the researchBsurvey li9e this. 'he
    retailers have limited time so they sometimes refuse to ans7er the (uestionnaire, also me
    as a surveyor has less time to conduct the survey. So the si?e of the sample 7as restricted
    to !ra.
    /iasness in InformationH;
    It 7as felt that retailers did not come up 7ith true responses, in several cases the retailers
    ans7ered the (uestions 7ith the help of other mem"ers and it 7as mostly in case of less
    educated persons.
    +inancial ConstraintH;
    'he financial aspect, 7hich includes the travelin! cost, cost of administratin!
    (uestionnaire and collection of data throu!h other resources 7as also costly.
    Constraint re!ardin! the use of techni(ueH;
    :5
    'he deeper statistical techni(ues such as analysis usin! variance, multiple
    re!ressions etc., could not "e adopted due to the constraint of time and efforts. So, simple
    statistical techni(ues 7ere used to analy?e the data.
    C3apter ?
    "ata #nterpretation
    &
    %rap3i7al analysis
    :6
    ANA!$S#S AN" #NTERPRETAT#ON O( "ATA
    I. =hich company7s dairy product you useI
    #nterpretation;
    11 percent consumers use Amul J 32 per cent used others and
    last (1 percent consumer used Parag dairy products.
    ::
    II. =hich of the product mostly you go forI
    #nterpretation;
    Amul @hee used consumer 36>' Parag @hee used 62> and
    others *5>. Milk used by consumer 65> Amul' 61> Parag and others
    *4>. Butter used by consumer 35> Amul' (6> Parag and *2>
    others.
    100
    III. Are you satisfied with your productI
    #nterpretation;
    52> :onsumer satisfied with their products and 62 > consumer
    not satisfied their products.
    101
    I?. =hy are you inclined to your productI
    #nterpretation;
    Amul <uality inclined to products by consumer +2>' Parag
    satisfied *2>. Brand preferred by consumer e.g. +5> Amul and 36>
    Parag. Price satisfaction with consumer 42> Amul and 32> Parag.
    102
    ?. 9o you like any change in productI
    #nterpretation;
    ll consumers satisfied 7ith their product and some consumer chan!e product
    'aste "y consumer mul 60> and no20> and Para! 7ith satisfied 01> and not satisfied
    01>. Price "y consumer mul 30> and no50> and Para! 7ith satisfied 00> and not
    satisfied 40>. Pac9in! "y consumer mul 21> and no51> and Para! 7ith satisfied 51>
    and not satisfied 21>. .uality 7ise mul 11> and no 61> and Para! 7ith satisfied 40>
    and not satisfied 00>.
    103
    RETA#!ER ANA!$S#S
    I. In dairy products' which company product demand is
    higherI
    #nterpretation;
    12per cent consumers demand for Amul dairy products J 32 per
    cent consumer preferred others branded products and last 62 percent
    consumer preferred Parag dairy products.
    100
    II. 8easonKKKKKKKKKKKKKKKKK
    #nterpretation;
    mul dairy products Pac9in! Style 7ise "y consumer 60>, Para! preferred 20>.
    /rand preferred "y consumer e.!. 50> mul and 30> Para!. 'aste preferred "y
    consumer 46> mul and 32> Para!. Price 7ise "y consumer 40> mul and 00> Para!.
    101
    III. =hich product of Amul is preferred by customersI
    #nterpretation;
    ll consumers Preferred 7ith their product and some consumer chan!e product
    'aste "y consumer mul 60> and no20> and Para! 7ith Preferred 01> and not
    Preferred 01>. Price "y consumer mul 30> and no50> and Para! 7ith Preferred 00>
    and not Preferred 40>. Pac9in! "y consumer mul 21> and no51> and Para! 7ith
    104
    Preferred 51> and not Preferred 21>. .uality 7ise mul 11> and no 61> and Para!
    7ith Preferred 40> and not Preferred 00>.
    C3apter B
    .indings'
    suggestions J
    conclusion
    105
    (#N"#N%S
    1. I'he company caters to the Indian palate, 7hich is its primary driver of successI.
    In li!ht of this statement, critically examine the mar9etin! strate!ies adopted "y
    mul E Para! Dairy to capture a si?ea"le mar9et share of the or!ani?ed Dairy
    "ased food Product in India.
    2. In the modern competitive scenario, promotion is a 9ey element in the mar9etin!
    mix of a company. Critically analy?e the promotion strate!ies adopted "y mul
    India Pvt. )td. 3hat other efforts must the company ta9e to effectively promote
    its productsT

    3. Dairy "ased Products contri"ute a ma&or share of the revenues of mul. *iven the
    competitive scenario in the Dairy Products in India, 7here competitors such as
    Para! Dairy are introducin! several innovative products, 7hat measures must
    mul ta9e to remain competitiveT Explain in detail.
    106
    RECOMMENDATIONS
    1. Company should have feed "ac9 from mar9et and consumer a"out
    the Dairy "ased Products.
    2. 'he more +lavors of mul E Para! Dairy Products should "ecome
    in the $ar9et.
    3. 'he company provided some small schemes for retailer also.
    0. 'he company !ives some !ifts for customer also.
    1. 'he company should associate itself 7ith some !ames or
    tournaments li9e foot"all, cric9et and so on.
    4. Company should provide sponsored seminar mar9et intelli!ence;
    Company should maintain the healthy relationship 7ith mar9et distri"ution
    channel i.e. 7hole seller, distri"utor, retailers 7hich 7ill "oost the "rand ima!e.
    5. Company should chec9 the mar9et real position help the trainees
    and other survey or!ani?ations.
    6. Company should launch its 7e"site and use ne7 advertisin!
    channels@ i.e.
    10:
    X 'railer in cinema halls
    X <oardin!s
    X Spencer any education scholarship or !ames.
    CONC6@S;ON
    I have studied and analy?ed the Dairy "ased food Product $ar9et of Amul &
    Parag Dairy Products at Agra on different aspects of the mar9ets, outlets, distri"ution E
    consumers. 'he survey 7as conducted in various areas of !ra city 7ith !reat
    enthusiasm. 'his pro&ect report Concludes that Amul E Para! Dairy are easily availa"le
    in various parts of !ra. The Parag distribution channel of the Amul is much strong the
    most important thin!, 7hich I feel to improve is Ythe availa"ility to retailers E
    consumersU.
    'he retailers E consumers "oth promotes either Amul or Para! Dairy of it2s "rands
    for could "e 7ith re!ard to order processin!, 7arehousin!, inventory mana!ement E
    transportation@ "esides that shop coverin!, exit from the mar9et "y the salesmen
    !lo7 shine "oard, schemes, incentives, pri?es, !ifts, discount, returnin! of defective
    !oods, proper supply should "e improved.
    110
    $y &o" 7as to ma9e mar9etin! mana!ers a7are of all the pro"lems so that a
    proper course of action is re(uired to "e underta9en.
    ANNEJRE
    111
    8EST#ONNA#RE
    :U#T/MG8H A998G##H
    NAME; #NCOME;
    I. 3hich company8s dairy product you use
    a- Para! "- mul
    c- %thers
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