This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Summer Project Report
Summer Internship Report (02nd May, 2007 to 30 June, 2007)
“To increase the sales and market share of Amul Malai Paneer”.
I hereby declare that this dissertation submitted in partial fulfillment for the award of degree of Master in Management Studies in MARKETING is my Original work and not submitted for award of any other degree or diploma fellowship of similar titles or prize.
This is to certify that the project study undertaken by Zeeshan Naqvi was completed under my guidance & Supervision at Chetana’s Institute of Management & Research.
I further Certify that the said work has not been submitted in a part or in full to any other university for award of any Degree, Diploma or Fellowship of similar titles or prizes.
First and foremost, we would like to express our gratitude and happiness in having been able to do our summer internship at Gujarat Co-operative Milk Marketing Federation (GCMMF). The entire experience was very interesting, knowledgeable and challenging.
We would like to offer our deepest gratitude to our project guide, Mr. Sameer Nagle for his continuous support and guidance without which we wouldn’t have been able to complete this project successfully.
We also would like to thank our internal project guide - all PSM, who has provided us with valuable inputs from time to time.
The research was conducted to find out consumers preferences & perception towards paneer, usage pattern of paneer and to know the satisfaction level of retailers with the product and services given by the company to increase the sales & market share. Firstly we did a pilot study wherein we took short interviews from some retailers and consumers.
After completion of the pilot study we prepared two questionnaire one for retailers and the other for consumers. We have used consumers questionnaire for restaurants, caterers and flight kitchens.
We have conducted survey in three different areas of Mumbai South Mumbai Western Mumbai Central Mumbai
Data collection through:-
Primary Data :- The respondents were personally interviewed with the help of a structured questionnaire.
Secondary Data :-o www.amul.coop
After the completion of data collection, the data was edited, coded and tabulated in Excel Sheets. Then the data was analyzed using different statistical tools (SPSS).
Finally, we submitted a report on our findings, analysis and suggestions for improvement.
We are pleased to introduce our organization Gujarat Co-operative Milk Marketing Federation Ltd (GCMMF) as India's largest food products marketing organization with annual sales turnover of Rs.2881 crores(US $ 650 million). We manufacture and market a wide range of dairy products in India and abroad under the brand names of Amul and Sagar. GCMMF has 19 affiliated dairy plants with a total milk handling capacity of 6.7 million litres per day. The total milk drying capacity is 510 MT per day. GCMMF is also the largest exporter of dairy products from India.
We manufacture and market a wide range of dairy products in India and abroad under the brand names of Amul and Sagar. The product categories are Infant Milk Food, Skimmed Milk Powder, Full Cream Milk Powder, Dairy Whitener, Table Butter, Cheddar Cheese, Mozzarella Cheese, Emmental Cheese, Cheese Spreads, Gouda cheese, Ghee, Sweetened Condensed Milk, Chocolates, Malted Milk Food, Blended Breadspreads, Fresh milk, UHT (Long life) Milk, Ice-ream and ethnic Indian sweets. Each of our products is a market leader in India.
GCMMF is the largest exporter of dairy products from India. We export our products in consumer packs and bulk to USA, Singapore, UAE, Australia, Bahrain, Qatar, Oman, Kuwait, Bangladesh, Madagascar, Yemen, Sri Lanka etc. On a regular basis. We have won 9 awards consecutively from APEDA, Govt of India.
Amul: The origin
The mighty Ganges at it's origin is but a tiny stream in the Gangotri ranges of the Himalayas. Similar is the story of Amul which inspired 'Operation Flood' and heralded the 'White Revolution' in India. It began with two village cooperatives and 250 liters of milk per day, nothing but a trickle compared to the flood it has become today. Today Amul collects processes and distributes over a million liters of milk and milk products per day, during the peak, on behalf of more than a thousand village cooperatives owned by half a million farmer members. Further, as Ganga-ma carries the aspirations of generations for moksha, Amul too has become a symbol of the aspirations of millions of farmers. Creating a pattern of liberation and self-reliance for every farmer to follow.
The start of a revolution
The revolution started as awareness among the farmers that grew and matured into a protest movement and the determination to liberate themselves. Over four decades ago, the life of a farmer in Kaira District was very much like that of his counterpart anywhere else in India. His income was derived almost entirely from
seasonal crops. The income from milch buffaloes was undependable. The marketing and distribution system for the milk was controlled by private traders and middlemen. As milk is perishable, farmers were compelled to sell it for whatever they were offered. Often, they had to sell cream and ghee at throwaway prices. In this situation, the one who gained was the private trader. Gradually, the realization dawned on the farmers that the exploitation by the trader could be checked only if marketed their milk themselves. In order to do that they needed to form some sort of an organization. This realization is what led to the establishment of the Kaira District Cooperative Milk Producers' Union Limited (popularly known as Amul) which was formally registered on December 14, 1946. The Kaira Union began pasteurizing milk for the Bombay Milk Scheme in June 1948. An assured market proved a great incentive to the milk producers of the district. By the end of 1948, more than 400 farmers joined in more village societies, and the quantity of milk handled by one Union increased from250 to 5,000 liters a day.
Obstacles : Springboards for success.
Each failure, each obstacle, each stumbling block can be turned into a success story. In the early years, Amul had to face a number of problems. With every problem came opportunity. A chance to turn a negative into a positive. Milk by products and supplementary yield which suffered from the same lack of marketing and distribution facilities became encumbrances. Instead of being bogged down by their fate they were used as stepping stones for expansion. Backward integration of the process led the cooperatives to advances in animal husbandry and veterinary practice.
The response to these provided stimulus for further growth. For example, as the movement spread in the district, it was found that the Bombay Milk Scheme could not absorb the extra milk collected by the Kaira Union in winter, when the production on an average was 2.5 times more than in summer. Thus, even by 1953, the farmer-members had no assured market for the extra milk produced in winter. They were again forced to sell a large surplus at low rates to the middlemen. The remedy was to set up a plant to process milk into products like butter and milk powder. A Rs 5 million plant to manufacture milk powder and butter was completed in 1955. In 1958, the factory was expanded to manufacture sweetened condensed milk. Two years later, a new wing was added for the manufacture of 2500 tons of roller-dried baby food and 600 tons of cheese per year, the former based on a formula developed with the assistance of Central Food Technological Research Institute (CFTRI), Mysore. It was the first time anywhere in the world that cheese or baby food was made from buffalo milk on a large, commercial scale. Another milestone was the completion of a project to manufacture balanced cattle feed. The plant was donated by OXFAM under the Freedom From Hunger Campaign of the FAO. To meet the requirement of milk powder for the Defense, the Kaira Union was asked by the Government of India in 1963 to setup additional milk drying capacity. A new dairy capable of producing 40 tons of milk powder and 20 tons of butter a day was speedily completed. It was declared open in 1965. The Mogar Complex where high protein weaning food, chocolate and malted food are being made was another initiative by Amul to ensure that while it fulfilled the social responsibility to meet the demand for liquid milk, its members were not deprived of the benefits to be had from the sale of high value-added products
Cattle : From stumbling blocks to building blocks.
Traditionally dairying was a subsidairy occupation of the farmers of Kaira. However, the contribution to the farmer's income was not as prominent as his attachment to dairying as a tradition handed down from one generation to the next. The milk yield from animals, which were maintained mainly on the by products of the farm, was decidedly low. That together with the lack of facilities to market even the little produced rendered the scientific practice of animal husbandry irrational as well as unaffordable. The return on the investment as well as the prospects of being able to market the product looked very bleak. It was a vicious cycle reinforced by generations of beliefs. The Kaira Union broke the cycle by not only taking upon themselves the responsibility of collecting the marketable surplus of milk but also provided the members with every provision needed to enhance production. Thus the Kaira Union has full-fledged machinery geared to provide animal health care and breeding facilities. As early as late fifties, the Union started making high quality buffalo semen. Through village society workers artificial insemination service was made available to the rural animal population. The Union started its mobile veterinary services to render
animal health care at the farmers' doorstep. Probably for the first time in the country, veterinary first aid services, by trained personnel, were made available in the villages.The Union's 16 mobile veterinary dispensaries are manned by fully qualified staff. All the villages are visited bi-monthly, on a predetermined day, to provide animal health care. A 24-hour Emergency Service is also available at a fee (Rs. 35 for members and Rs. 100 for non-members). All the mobile veterinary vans are equipped with Radio Telephones. The Union runs a semen production center where it maintains high pedigreed Surti buffalo bulls, Holstein Friesian bulls, Jersey bulls and 50 per cent crossbred bulls. The semen obtained from these bulls is used for artificial breeding of buffaloes and cows belonging to the farmer members of the district. The artificial insemination service has become very popular because it regulates the frequency of calving in cows and buffaloes thus reducing their dry period. Not only that, a balanced feed concentrate is manufactured in the Union's Cattle Feed Plant and sold to the members through the societies at cost price.
Impressive though its growth, the unique feature of the Amul sagas did not lie in the extensive use of modern technology, nor the range of its products, not even the rapid inroads it made into the market for dairy products. The essence of the Amul story lies in the breakthrough it achieved in modernizing the subsistence economy of a sector by organizing the rural producers in the areas. The Kaira experiment: A new beginning in more ways than one.
A system which involves participation of people on such a large magnitude does not confine itself to an isolated sector. The ripples of its turbulence affect other areas of the society as well. The cooperatives in the villages of Kaira are contributing to various desirable social changes such as:
The yearly elections of the management committee and its chairman, by the members, are making the participants aware of their rights and educating them about the democratic process.
Perpetuating the voluntary mix of the various ethnic and social groups twice-a-day for common causes and mutual betterment has resulted in eroding many social inequilibria. The rich and the poor, the elite and the ordinary come together to cooperate for a common cause.
Live exposure to various modern technologies and their application in day-to-day life has not only made them aware of these developments but also made it easier for them to adopt these very processes for their own betterment. One might wonder whether the farmer who knows almost everything about impregnating a cow or buffalo, is also equally aware of the process in the humans and works towards planning it.
More than 900 village cooperatives have created jobs for nearly 5000 people in their own villages -- without disturbing the socio-agro-system -- and thereby the exodus from the rural areas has been arrested to a great extent.
The income from milk has contributed to their household economy. Besides, women, who are the major participants, now have a say in the home economy.
Independent studies by various individuals and institutions have shown that as high as 48 per cent of the income of the rural household in Kaira District is being derived from dairying. Since dairying is a subsidairy occupation for the majority of the rural population, this income is helping these people not only to liberate themselves from the stronghold of poverty but also to elevate their social status.
Members: 13 district cooperative milk producers' Union
No. of Producer Members: 2.6 million
No. of Village Societies: 12,792
Total Milk handling capacity: 10.16 million litres per day
Milk collection (Total - 2006-07):
2.38 billion litres
Milk collection (Daily Average 2006-07):
6.5 million litres
Milk Drying Capacity: 594 Mts. per day
Cattlefeed manufacturing Capacity:
2640 Mts per day
List of Products Marketed:
Breadspreads:
Amul Butter Amul Lite Low Fat Breadspread Amul Cooking Butter
Amul Kool Flavoured Milk (Mango, Strawberry, Saffron, Cardamom, Rose, Chocolate)
Amul Kool Cafe
Health Beverage:
Amul Shakti White Milk Food
‘Process of Marketing Research
1) Need of Research:
To increase the sale & market share of Amul Malai Paneer.
2) Research Objectives:
To know consumers’ preferences & perception towards paneer To determine the consumption pattern of paneer To determine the demand, supply & performance of the product To analyse retailers’ product & service satisfaction
3) Methodology
Exploratory Research:
The research work was Exploratory in nature and was meant to provide the basic information required by research objectives. A preliminary study and findings can be further consolidated after detailed conclusion study has been carried out. The major methods employed in research are Survey and Observations.
We have done pilot study to get the basic information about the product. This information help us to prepare the questionnaire.
Retailers Simple random samplingHouseholds Simple random samplingRestaurants Simple random samplingCaterers Simple random samplingFlight Kitchens Judgment sampling
Tools used for this research are Questionnaire, short interviews, SPSS software. A brief questionnaire focused to collect the relevant information was prepared. The respondents were asked to fill up this questionnaire followed by a short interview. The data gathered through these questionnaires was analyzed using different statistical tools (SPSS) to judge the target audience behavior and major factors, which influence them to use paneer.
6) Time for Completion
The time taken to complete the project was 45 days. 5 days for designing questionnaire, 30 days for market survey and filling questionnaire from the respondents, and 10 days for data coding, analysis and compiling of report.
Primary Data :- The respondents were personally interviewed with the help of a structured questionnaire.
Secondary Data :-o www.amul.coop
Editing:
This is the first step after data collection and performed to detect errors, omissions etc.
The data is corrected when possible and it is ensured that minimum quality standards have been achieved. Here central editing was done in order to ensure that data is:
Accurate Consistent with the intent of the question Uniformly entered Completed Arranged to simplify coding and tabulation
Coding:
This process involves assigning numbers or other symbols to answer so that the responses can be grouped into classes or categories.
Alphanumeric, numeric codes were used by us in order to ensure that categorization of data establishes
Appropriateness Exhaustiveness Single Dimension
Tabulating:
This process converts information gathered by primary methods to a medium for viewing and editing.
This was done to create data files, records and link files to ensure simple storage, retrieval and updating of data.
Central RegionSuyog Restaurant – WadalaJoy Tea Centre – Bhandup WestAmrit Bhoj – LBS Marg Bhandup WestGupta Chana & Dry Fruits – Bhandup WestHasmukh Tea & Dry Fruits - Bhandup WestPrataprai & Sons – Bhandup West
Western RegionMaharastra Store – Goregoan EastPopular Stores – Goregoan EastBobby Novelty Stores – Goregoan EastAdarsh Dry Fruit & General Store – Goregoan EastBharti Dugdhalya – Andheri EastShakti Tea Centre – Santacruz East (If Price Factor consider then Amul will sell)
Hypothesis:H0: µ2 =µ1 No difference in the rating given to any Paneer & to Amul Malai
PaneerH1: µ2 < µ1 Rating given to Amul Malai Paneer is lesser than that given to any
Paneer
Let α = 10%
Paired Samples Statistics
Mean NStd.
Deviation
Std. Error Mean
Pair 1
Any 2.57 30 1.104 .202Amul 2.63 30 .809 .148
Paired Samples Correlations
NCorrelati
on Sig.Pair 1 Any &
Amul30 .202 .284
Paired Samples Test
Paired Differences
t DfSig. (2-tailed)Mean
Std. Deviation
Std. Error Mean
90% Confidence Interval of the
Difference
Lower UpperPair 1 Any -
Amul-.067 1.230 .225 -.448 .315 -.297 29 .769
Conclusion: Since Significance level ( p-value ) is greater than .05i.e .76>.05
Therefore null hypothesis is accepted, i.e. at 90% confidence level there is noSignificant difference in rating given to any Paneer and to Amul PaneerAlso, mean rating for any Paneer is lesser than mean rating for Amul paneer, which means
pricing for Amul paneer is better than pricing for any Paneer.
i.e. .050=.05Therefore null hypothesis is accepted, i.e. . at 90% confidence level there is noSignificant difference in rating given to any Paneer and to Amul PaneerAlso, mean rating for any Paneer is more than mean rating for Amul paneer, which means brand name for Amul paneer is not better than any Paneer.
4. For Softness
Sr. No Any Paneer Rate for Amul Paneer1 4 32 3 23 4 4. .. .. .
29 3 230 3 2
Hypothesis:H0: µ2 =µ1 No difference in the rating given to any Paneer & to Amul Paneer
H1: µ2 < µ1 Rating given to Amul paneer is lesser than that given to any Paneer.
2) Which Brand of paneer you keep? Vijaya Amul (If No, Goto Q No.5) Warana Local Brand Loose Paneer Others (Specify):______________________________________________________
3) What is its demand vis-à-vis with its competitors?