246476115-Sumul-PPT

A Project report on summer training

Surat District Co-operative Milk Producer’s Union Ltd.

By Chintan Desai

Introduction to Sumul• The Surat District Co-operative Milk Union Ltd, one among the 12 district

unions, 13 talukas, 5 chilling centers, & 1055 Co-operative societies • Acts as manufacturing units of dairy products for (G.C.M.M.F.) Gujarat Co-

operative Milk Marketing Federation Limited, the marketers of Amul and Dhara brand of products.

• Established to salvage the poor producers from the clutches of the private traders

• SUMUL Dairy is a co-operative endeavor committed to help marginal farmers and down trodden tribal to lead to a healthy life and better standard of living through scientific animal husbandry practices.

• The Surat District Co. operative Milk Producers' Union Ltd., SUMUL is trade name and literally meaning sound price, came into existence on August 22, 1951 established by Shri Jagjivandas Ranchhoddas Patel.

No.

Chilling Center

Establishment

Capacity in LPD

Distance from Surat (km)

1 Sumul dairy 1951 500000 0

2 Bajipura 1975 300000 50

3 Uchchhal 1982 100000 105

4 Navi Pardi 1996 200000 25

5 Sumuldan 1970 300 mt/day 20

Unit of SUMUL & Their Capacity

• SUMUL has five chilling center at Bajipura, Navi Pardi,Uchchal ,sumuldairy, sumuldan for ensuring safe delivery of raw milk to SUMUL• The milk is processed and pack into various type of liquid milk and by products to improve the nutritional feed given to the cattle at village level• The co-operative has established a cattle feed factory at Chalthan.

Sumul Work Area Map

Work-Area Site

Process Flow From Village to Chilling Center

Dairy Plant to Market Level

Organisational Structure

Turnoveryears turnover in crores

1970-71 0.41

1980-81 18.83

1990-91 78.11

1995-96 183

2002-03 353

2003-04 382

2004-05 425

2005-06 548

2006-07 647

2007-08 700

2008-09 790

2012-13 900

In the years 2013-14 it is estimated that turnover will be 1552 Crores.During the year 397998669 Kilos milk have been procured

Product of the Company (Product Mix)

For Health With Food Amul Gold Milk Premium ChaashAmul Shakti Milk Cow gheeAmul Taaza Milk Probiotic skimmed milk dahiAmul Slim 'N' Trim Probiotic dahiSumul Cow Milk Fat free dahiSumulya High Fat Milk Masala Chhash

LassiGheeDahi

• Milk is the mail product that is produced by the Sumul. • Milk acts as a raw material for the other products of Sumul like curd, butter milk, Paneer, etc. • Sumul processes variety of milks such as whole milk, toned milk, cow milk, etc because the demands of milk are different from customer to customer

• Special TimeElaichi PedaKesar PedaElaichi ShrikhandElaichi DeliteKesar DryfruitMango ShrikhandGhariGulab JamunRasgulla

• For Good MoodTea

Types of Milks

Milk

SNF

FAT

PROTEIN MINERALS

IRON CALSIUM LECTORS

VITAMIN A D E K

NAME

FAT (%)

SNF (%)

Whole Milk 6 9

Toned Milk 3 9

Cow Milk 3.5 8.8

Skim Milk 0.07 9.3

Standardize Milk 4.5 9

Buffalo Milk 5.5 9

PSM 4.7 8.8

Sumulya 6.2 9.1

Channels of Distribution

• Direct Distribution Channel• Indirect Distribution Channel

DairyDairy SellersSellers CustomerCustomer

DairyDairy CustomerCustomer

Marketing Department• Objectives:• Increase the yearly sale of Sumul products by 15 % in

comparison of last year’s same month.• To monitor the internal and external customer’s

satisfaction level.• To monitor the product and the storage condition

including GMP and distributors parlor retailers levels.• Training and awareness to customer regarding ISO-9000,

ISO-14000, HACCP, GMP and Sumul products about 1000 customer per year.

• Appoint 5 new agents per month to make milk easily available in market.

• To take 25 milk awareness programs at various schools in Surat.

HR department

Activities•Recruitment & Selection•Human Resource Planning•Training & Development•Promotion & Transfer•Performance Appraisal•Employees’ Welfare•Human Resource Audit

Production Department

• Milk Procurement• Distribution• Bulk Chilling Unit• Inventory Control• Storing• Quality Control

Milk Sales (2011-2014)

Particulars 2011 - 2012 2012 - 2013

Average Daily Milk

Sale (Liter)

775991 809744

Average Daily Butter-

Milk Sale (Liter)

98926 108790

Total No. of Milk

Distributors

2796 2903

No of Full Time Sales

Centers

290 290

No of Surat District

Milk Distributors

279 292

Research Methodology

Research Problem Statement•A study to understand the satisfaction level of Sumul milk in terms of various attributes and also to determine factors responsible for the usage of Sumul/Amul milkResearch Objectives•To study most important attributes considered during the purchase of milk•To determine the factors responsible for usage of Amul/Sumul brand•To determine the level of satisfaction of various the types of milk with respect to their different attributes.•To determine the level of satisfaction of different forms of milk with respect to their different attributes.

Research Design

• Type of Research: Descriptive• Data Collection Method : Primary data collection• Sample Size:250 Respondents• Sample Frame :various regions of Surat City• Sample Element : no specific sample element• Sampling Method : Convenience sampling method

which is included in Non-probability methods of Sampling.

• Instrument for Data Collection : Structured Questionnaire

To study most important attributes considered during the purchase of milk

Freshness

Thickness Colour

high fat Taste Smell

Hygiene

Value for

money

Shelf life

Good for

children

Good for

making

products

goog packaging

low fat

Natural milk

very bad 0 0 0 4 2 2 0 2 6 2 0 2 2 4

bad 0 4 0 2 4 6 4 20 0 2 4 12 8 2

okay 14 12 16 8 14 10 18 72 26 12 14 12 20 22

good 10 46 38 48 34 46 50 38 32 42 34 24 28 16

very good 226 188 196 188 196 186 178 118 186 192 198 200 192 206

To determine the factors responsible for usage of Amul/Sumul brand

Availabilty on all days

Timely delivery

Comparatively lower prices

Good for

children

Fresh

Thick

Smell

High fat

Colour

Longer

shelf life

Good for

making

products

Good packag

ing Pure

Always

been using it

No choic

e

Low

Fat

Natural

milkYes

138 40 66 50 60 90 60 68 54 82 68 72 90 172 50 70 180

Graphical presentation of the data

To determine the level of satisfaction of various types of milk with respect to their different attributes

To determine the level of satisfaction of various the types of milk with respect to

their different attributes

Freshness

Thickness

Colour

high fat Taste Smell

Hygiene

Value for money

Shelf life

Good for

children

Good for

making

products

goog packag

inglow fat

Natural milk

Form of milk

packed unhomgenised

very good 194 158 170 170 172 168 158 100 164 168 168 178 168 182

packed homgenised

very good 20 20 16 18 20 18 14 16 18 18 20 20 18 18

loose milk

very good

12 10 10 0 4 0 6 2 4 6 10 2 6 6

Relation between the form of milk and high fat of the milk

Case Processing Summary

Cases

Valid Missing Total

NPercen

t NPerce

nt N PercentForm of milk * High fat 250 100.0

% 0 0.0% 250 100.0%

Form of milk * High fat Crosstabulation

Count

High fat

TotalYes NoForm of milk packed

homgenised 60 152 212

packed unhomgenised 6 14 20

loose milk 2 16 18Total 68 182 250

Chi-Square Tests

Value dfAsymp. Sig. (2-

sided)Pearson Chi-Square 2.562a 2 .278Likelihood Ratio 3.015 2 .221Linear-by-Linear Association 1.733 1 .188N of Valid Cases 250a. 1 cells (16.7%) have expected count less than 5. The minimum expected count is 4.90.

Relation between the type of milk and thickness of milk

Case Processing Summary

CasesValid Missing Total

N Percent N Percent N PercentType of milk * Thickness 250 100.0% 0 0.0% 250 100.0%

Type of milk * Thickness Crosstabulation

Count Thickness

Totalbad okay goodvery good

Type of milk toned milk 0 0 0 8 8standardised milk 0 4 22 72 98cow mlk 0 0 2 2 4ultrahigh treatment milk 0 4 0 0 4

full cream/whole milk/buffalo milk 4 2 22 106 134

skimmed milk 0 2 0 0 2Total 4 12 46 188 250

Chi-Square Tests

Value dfAsymp. Sig.

(2-sided)Pearson Chi-Square 132.207

a15 .000

Likelihood Ratio 53.499 15 .000Linear-by-Linear Association .620 1 .431

N of Valid Cases 250a. 18 cells (75.0%) have expected count less than 5. The minimum expected count is .03.

Limitations• Research work was carried out in Surat only. The findings may not be

applicable to the other parts of the country because of individual psychological differences.

• The sample was collected using convenience-sampling techniques. As such result may not give an exact representation of the population.

• Due to busy schedule of respondents, they may not fill the questionnaire with their true feeling regarding their preference.

• Questions may not be fully understood by the respondents and hence cannot yield accurate result.

• The depth of the questions is limited as the questions are close ended and so the respondents cannot express their views in detail.

• The study is conducted over only a few respondents hence the effects and views cannot be generalized to the masses.

• The satisfaction levels are not constant on every day.

Findings• Value for money is the attribute consumers are least satisfied with and

freshness is the most satisfactory attribute of all.• Factors such as natural milk and loyalty (always been using it) are largely

responsible for the usage of Amul/Sumul brand. Availability of Sumul on all days is also an important factor. Timely delivery is rated the lowest.

• Considering all types of milk, full cream/whole milk/buffalo milk has been the most preferred type of milk satisfying almost all attributes of the milk. Whereas the standardized milk is the next preferred type of milk.

• Considering all forms of milk, packed unhomogenised milk is the most used form of milk satisfying almost all the attributes of the milk. Whereas the loose milk is least preferred form of milk.

• Satisfaction of the customer regarding high fat of the milk varies according to the form of milk.

• Satisfaction level regarding thickness of the customer varies with the type of milk.

Conclusion• Value for money is an attribute which needs to be looked upon. Sumul can launch low cost

milk or do some reductions in the current prices to increase the satisfaction level of their customers hence increasing their customer base.

• Maintaining the freshness of the milk is highly recommended as it’s the most satisfactory attribute.

• Sumul can concentrate more on delivering the milk on time in various areas. • Good in maintaining their customer base. Therefore they can also initiate certain customer

loyalty rewards for maintaining the same.• With respect to different attributes, full cream/whole milk/buffalo milk has been the most

preferred of all types. Therefore, Sumul can look into increasing satisfaction level of these attributes in other types as well to increase their sale and demand.

• Packed unhomogenised form of milk has been preferred by all. • Consumers’ satisfaction levels in terms of certain attributes are dependent on the form of

milk they purchase. For e.g., satisfaction level of high fat varies with the type of milk. Therefore Sumul can concentrate on fat related or specific promotions to increase the sales of certain products such as Amul Gold and Amul shakti.

• Same sort of initiations and promotions can be done with respect to thickness of the milk as its satisfaction level also varies with the form milk.

Thank You