analysis on amul products

ANALYSIS OF PRODUCT DEVELOPMENT OF

SUBMITTED TO

Pailan College Of Management & Technology

ByApratim Banerjee

BBA(H) 6TH SEMESTER

ROLL NO: 15605010074

REGISTRATION NO: 101562010007

ACKNOWLEDGEMENT

With immense pleasure, I would like to present this project report on ANALYSIS OF PRODUCT DEVELOPMENT of AMUL. As a student of “Pailan college of Management and Technology” Kolkata I would like to express my sincere thanks to all those who helped me during my training program. I would like to express my gratitude to all those who gave me the encouragement to complete this project. I would like to thank my college authorities and Marketing Faculty Mr. Deepanjan Dutta for providing me the opportunity to work with the one prestigious organization.

I would like to give my special thanks to my parents, friends and their love, support and blessing enabled me to complete this Project work. However, I accept the sole responsibility for any possible error of omission and would be extremely grateful to the readers of this project report if they bring such mistakes to my notice.

D E C L A R A T I O N

I, Apratim Banarjee student of Bachelor in Business Administration (SEM -VI) of Pailan College of Management And Technology, hereby declare that I have successfully completed this project on “Analysis Of Product Development of Amul Product in Kolkata Region” as a part of my “Final Semester Assignment”. The information incorporated in this project is true and original to the best of my knowledge.

Date: Signature:

Table of Contents

TOPIC PAGE NO

Executive Summary. 01

Industry Profile. 02

Major Indian Players and overseas in the Food industry

07

Company Profile 08

Achievements 10

Products 11

Competitors 14

Conclusion 15

Executive summary

The project was taken into consideration for the promotion and the marketing of the amul new product i.e “AMUL PRO”.

The main task assigned to us by our mentors where to make the product available in each and every stores.

It also focuses on the competitors product like bournvita Horlicks, boost etc.

INDUSTRY PROFILE

FOOD INDUSTRYThe food industry is the complex, global collective of diverse businesses that together supply much of the food energy consumed by the world population. Only subsistence farmers, those who survive on what they grow, can be considered outside of the scope of the modern food industry. 

The food industry includes:Regulation: local, regional, national and international rules and regulations for food production and sale, including food quality and food safety, and industry lobbying activities.

Education: Academic, vocational, consultancy.

Research and development: food technology.

Financial services: Insurance, credit.

Manufacturing: agrichemicals, seed, farm machinery and supplies, agricultural construction, etc.

Agriculture: raising of crops and livestock, seafood.

Food processing: preparation of fresh products for market, manufacture of prepared food products.

Marketing: promotion of generic products (e.g. milk board), new products, public opinion, through advertising, packaging, public relations, etc.Wholesale and distribution: warehousing, transportation, logistics.

Retail: supermarket chains and independent food stores, direct-to-consumer, restaurant, food services.

Dairy Processing:

India ranks first in the world in terms of milk production. Indian production stands at 91million tones growing at a CAGR of 4 per cent. This is primarily due to the initiatives taken by the Operation flood programmes in organizing milk producers into cooperatives; building infrastructure for milk procurement, processing and marketing and providing financial, technical and management inputs by the Ministry of Agriculture and Ministry of Food Processing Industries to turn the dairy sector into viable self-sustaining organized sector. About 35% of milk produced in India is processed. The organized sector (large scale dairy plants) processes about 13 million tons annually, while the unorganized sector processes about 22 million tonnes per annum. In the organized sector, there are 676 dairy plants in the Cooperative, Private and Government sectors registered with the Government of India and the state Governments.

India has a unique pattern of production, processing and marketing/consumption of milk, which is not comparable with any large milk producing country.

Approximately 70 million rural households (primarily, small and marginal farmers and landless labourers) in the country are engaged in milk production. Over 11 million farmer are organized into about0.1 million village.

Major Indian Players and overseas in the Food industry

ITC LimitedParle Products Pvt. Ltd.Agro Tech Foods.Amul India Ltd.Cadbury India Ltd.PepsiCo India Holdings.Nestle India Pvt. Ltd.Britannia Industries Ltd.Hindustan uni lever limited mtr foods limited.Godrej industries limited.Dabur India Ltd.

COMPANY PROFILE

Amul (Anand Milk Union Limited),

formed in 1946, is a dairy cooperative movement in India. It is a brand name managed by an apex cooperative organisation, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by some 2.6 million milk producers in Gujarat, India. It is based in Anand town of Gujarat and has been a sterling example of a co-operative organization's success in the long term.TheAmul Pattern:has established itself as a uniquely appropriate model for rural development. Amul has spurred the White Revolution of India, which has made India the largest producer of milk and milk products in the world. It is also the world's biggest vegetarian cheese brand .GCMMF:Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products marketing organisation. It is a state level apex body of milk cooperatives in Gujarat whichaims to provide remunerative returns to the farmers and also serve the interest of consumers by providing quality products which are good value for money. Amul's product range includes milk powders, milk, butter, ghee, cheese, curd, chocolate, ice cream, cream, shrikhand, paneer, gulabjamuns, basundi, Nutramul brand and others. In January 2006, Amul plans to launch India's first sports drink Stamina which will be competing with Coca Cola's Power ade and Pepsi Co's Gatorade. Amul is the largest food brand in India and world's Largest Pouched Milk Brand with an annual turnover of US $1050

million (2006-07). Currently Amul has 2.6 million producer members with milk collection average of 10.16 million litres per day. Besides India, Amul has entered overseas markets such as Mauritius, UAE, USA, Bangladesh, Australia, China, Singapore, Hong Kong and a few South African countries. Its bid to enter Japanese marketing1994 had not succeeded, but now it has fresh plans of flooding the Japanese markets. Other potential markets being considered include Sri Lanka.Dr. Verghese Kurien, former chairman of the GCMMF, is recognised as the man behind the success of Amul. On 10 Aug 2006 Parthi Bhatol, chairman of the Banaskantha Union, was elected chairman of GCMMF.

ACHIEVEMENTS:

Amul: Asia’s largest dairy co-operative was created way back in1946 to make the milk producer self-reliant and conduct milk- business with pride.

Amul has always been the trend setter in bringing and adapting the most modern technology to door steps to rural farmers.Amul created history in following areas:

a)First self motivated and autonomous farmers‟ organization comprising of more than5000000 marginal milk producers of Kaira District.b) Created Dairy co-operatives at village level functioning with milk collection centres owned by them.c) Computerized milk collection system with electronic scale and computerized accounting system.d) The first and only organization in world to get ISO 9000 standard for its farmers co-operatives.e) First to produce milk from powder from surplus milk. Amul is the live example of how co-operation amongst the poor marginal farmers can provide means for the socio-economic development of the under privileged marginal farmers.

P R O D U C T S

Bread spreads:

Amul Butter

Amul Lite Low Fat Bread spread Amul Cooking Butter

Cheese Range:

Amul Pasteurized Processed Cheddar Cheese Amul Processed Cheese Spread Amul Pizza (Mozzarella) Cheese Amul Shredded Pizza Cheese Amul Emmental Cheese Amul Gouda Cheese Amul Malai Paneer (cottage cheese) Utterly Delicious Pizza

Mithaee Range (Ethnic sweets):

Amul Shrikhand (Mango, Saffron, Almond Pistachio, Cardamom) Amul Amrakhand Amul Mithaee Gulabjamuns Amul Mithaee Gulabjamun Mix Amul Mithaee Kulfi Mix Avsar Ladoos

UHT Milk Range:

Amul Shakti 3% fat Milk Amul Taaza 1.5% fat Milk Amul Gold 4.5% fat Milk Amul Lite Slim-n-Trim Milk 0% fat milk Amul Shakti Toned Milk Amul Fresh Cream Amul Snowcap Softy Mix

Pure Ghee:

Amul Pure Ghee Sagar Pure Ghee

Amul Cow Ghee

Infant Milk Range:

Amul Infant Milk Formula 1 (0-6 months) Amul Infant Milk Formula 2 ( 6 months above) Amulspray Infant Milk Food

Milk Powders:

Amul Full Cream Milk Powder Amulya Dairy Whitener Sagar Skimmed Milk Powder Sagar Tea and Coffee Whitener

Sweetened Condensed Milk:

Amul Mithaimate Sweetened Condensed Milk

Fresh Milk:

Amul Taaza Toned Milk 3% fat Amul Gold Full Cream Milk 6% fat Amul Shakti Standardised Milk 4.5% fat Amul Slim & Trim Double Toned Milk 1.5% fat Amul Saathi Skimmed Milk 0% fat Amul Cow Milk

Curd Products:

Yogi Sweetened Flavored Dahi (Dessert) Amul Masti Dahi (fresh curd) AmulMasti Spiced Butter Milk Amul Lassee

Amul Ice creams:

Royal Treat Range (Butterscotch, Rajbhog, MalaiKulfi)

Nut-o-Mania Range (KajuDraksh, KesarPista Royale, Fruit Bonanza, Roasted Almond)

Nature's Treat (Alphanso Mango, Fresh Litchi, ShahiAnjir, Fresh Strawberry, Black Currant, Santra Mantra, Fresh Pineapple)

Sundae Range (Mango, Black Currant, Sundae Magic, Double Sundae)

Assorted Treat (Chocó bar, Dollies, Frostik, Ice Candies, Tricone, Chococrunch, Megabite, Cassatta)

Utterly Delicious (Vanila, Strawberry, Chocolate, Chocochips, Cake Magic)

Chocolate & Confectionery:

Amul Milk Chocolate Amul Fruit & Nut Chocolate

Brown Beverage:

Nutramul Malted Milk Food

Milk Drink:

Amul Kool Flavoured Milk (Mango, Strawberry, Saffron, Cardamom, Rose, Chocolate)

Amul Kool Cafe Amul Kool Koko Amul Kool Milk Shaake (Mango, Strawberry, Badam, Banana)

Health Beverage:

AMUL PRO: Malt based food.

COMPETITORS

Amul is a well known brand with a wide product range in FMCG giving a tough competition to its competitors. The following are the major competitor in some of its product range:

Sr. No Product Competitors1 Butter Nestle

GowardhanMother Dairy Britannia

2 Cheese Britannia

Mother Dairy Gowardhan

3 Milk Britannia Nestle Warna

4 Curd Nestle GowardhanDanone

5 Ice Creams Kwality WallsVadilalBaskin Robbins Naturals

6 Chocolates Cadbury Nestle

8 Ghee Britannia GowardhanDynamix

9 Infant Food Nestle 10 Dairy whitener Nestle

Britannia Mother dairy Gowardhan

CONCLUSION

I have studied and analyzed the dairy based food product market of amul on different aspects of the markets, outlets, distribution and consumers.

According to me the growth of any product whether it could be food based product or anything depends upon how we do proper branding of that product and also the promotion which plays a very vital role in attracting customers.

The main goal should be to attract customer and to retain them so that the loyalty maintains in future as well.

Besides this quality is the dominating aspect which influences consumer to purchase Amul product, but prompt availability of other brands and aggressive promotional activities by others influences the consumer towards them and also leads to increase sales.

BIBLIOGRAPHYThe following websites were consulted while

doing the project

- www.google.com

- www.wikipedia.com

QUESTIONNAIRE

Name: - ______________________________________________

Address:

_______________________________________________

Age: - _________________ Gender: - _________________

Contact No.: - _________________________

1) Which do you consume?a. Pouch milk b. Loose milk c. Both

2) Are you satisfied with the milk you are consuming? a) Yes b) No

3) What do you like? a) Quality b) Taste

c) Price d) Availability

4) Do you get milk pouch at...?a) Doorstep b) From retailer

5) Total consumption of milk in a day?a) Pouch milk in litre……b) Loose milk in litre……

6) Your monthly expenditure in milk (in Rs.)?a) 100-200 b) 200-300

c) 300-400 d) 400-500 e) Above 500

7) In pouch milk which brand do you prefer?a) AMUL b) Sanchi

c) Dinshaw d) Venus e) Pawan

8) Why you prefer this brand/ due to………….. a) Quality b) Taste c) Price d) Availability

9) If you buy AMUL milk pouch which pack you purchase?a) AMUL Gold b) AMUL Taaza c) AMUL Slim & Trim

10) What is the reason for buying/ not buying AMUL? a) …………………………………………………….. b) …………………………………………………….. c) …………………………………………………..…

11) What are your suggestion/ expectations from AMUL? a) ……………………………………………………… b) ……………………………………………………… c) ………………………………………………………

12) How do you scale your pouch milk?

ATTRIBUTE POOR AVERAGE GOOD EXCELLENTPRICETASTEPACKAGINGAVAILIBILITYSCHEMES