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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$A TECHN#CA! N#1ERS#T$
nder %uidan2e of3 Submitted
by3
Mr. CYRILPARMAR PRAVEEN
KUMAR
(Trainingin charge) MBA III (SEM)
ROLLNO.0909470068
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%#MT #NST#TTE O( MANA%EMENT TECHNO!O%$4 %REATER NO#"A
Affiliated to Mahamaya Technical University
2
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"EC!ARAT#ON
I hereby dec!re "h!" "he #r$%ec" re#$r" e&"'"ed Comparative
Study into Sales & distribution ofAM! "A#R$ &
PARA% "A#R$
' !& $r''&! !&d !*"he&"'c +$r, d$&e by -e !&d ' b!ed *#$& "he
"*dy c$&d*c"ed by -e.
h' #r$%ec" re#$r" +! *&der"!,e& ! ! #!r" $/ "he M.B.A.
Pr$r!--e $/ M!h!-!y! ech&'c! U&'er'"y.
*Praveen 5umar0
M'A 6rd SEM
3
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ACKNOWLEDGEMENT
I would like to express my heartfelt gratitude toward Mr.Mr. . !. oshi "#. M.$
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 %armar (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.
PRA1EEN
5MAR
4
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PREF CE
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 -AIA ISI/ /0*0!1AI21 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.
.
5
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C&'T'T
Cha%ter *
Executive Summary
Introduction to the Indian Dairy Industry
Company Profile of mul
Company Profile of Para! Dairy
Sales and Distri"ution strate!ies
Cha%ter +
#esearch $ethodolo!y
%"&ective of the study
Si!nificance of the study
#esearch $ethodolo!y
Data Collection 'echni(ues
nalytical 'ools
)imitations of the study
Cha%ter ,
Data interpretation and *raphical nalysis
Cha%ter -
+indin!s, su!!estions and Conclusion
Anne/re
a- uestionnaire
"- /i"lio!raphy
0
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1
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EXECUTIVE SUMM RY
In todays competitive world while entering in the market it is very necessary
to have good knowledge of the potential of a particular market. The growth
of a company is invariably determined not just by its strategy, but on how it
responds to the challenges it encounters. Over the decades A!" has
successfully countered several challenges that have come its way with
innovative responses and continuous improvement, which have enabled it
to remain stable and even convert some of these challenges into
opportunities. It is the culture of endurance that has accorded A!" the
insight and focus to deal with the current economic environment. #rawing
from its inner strength and beliefs, A!" responded by launching several
initiatives across all its operations in various geographies that are helping
the group achieve growth even in current times. It is also this very strategic
culture that will propel A!" to continue on its growth trajectory in years to
come.
'he report provides a comprehensive insi!ht into the company and also a"out the
companys S%' analysis. 'his report mainly studies in detail the various product
mix strate!ies of the company and also focuses on the se!mentation of "oth
company "ased and industry "ased and helps in analysin! the companys
competitive advanta!e and the reason "ehind its success.
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C7apter /
#N"#AN "A#R$ #N"STR$
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#NTRO"CT#ON TO THE #N"#AN
"A#R$ #N"STR$
The 0orld1s 2iggest dairy %rod/cing co/ntry is gro0ing fast and loo3ing to
2ecome an e%ort %o0erho/se des%ite ma4or 5/ality %ro2lems...
A 'ote to o/r Readers6 the follo8in! information on India9s dairy sector is reproduced
from India Infoline.com. India is the 8orld9s lar!est mil: producin! country and is
!ro8in! fast, 8ith an eye to8ard "ecomin! a ma&or dairy exporter. 'his article is
helpful readin! for anyone interested "etter understandin!.
Cons/mer 7a2its and Practices
$il: has "een an inte!ral part of Indian food for centuries. 'he per capita
availa"ility of mil: in India has !ro8n from 612 !m per person per day in 612 to
62!m in 62 and 273 !m in 6;.'his is expected to increase to 262!ms for
277.
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'here are re!ional disparities in production and consumption also. 'he per
capita availa"ility in the north is 21 !m, 8est 614 !m, south 64 !m and in the east
only 3 !m per person per day. 'his disparity is due to concentration of mil:
production in some poc:ets and hi!h cost of transportation. lso the output of mil: in
cereal !ro8in! areas is much hi!her than
else8here 8hich can "e attri"uted to a"undant availa"ility of fodder, crop residues, etc
8hich have a hi!h food value for mil:y animals.
In India a"out 40 per cent of the total mil: produced is consumed in li(uid form
and 41 per cent is converted into traditional products li:e cotta!e "utter, !hee, paneer,
:hoya, curd, malai, etc. %nly 1 per cent of the mil: !oes into the production of 8estern
products li:e mil: po8ders, processed "utter and processed cheese. 'he remainin! 54>
is utili?ed for conversion to mil: products. mon! the mil: products manufactured "y
the or!ani?ed sector some of the prominent ones are !hee, "utter, cheese, ice creams,
mil: po8ders, malted mil: food, condensed mil: infants foods etc. %f these !hee alone
accounts for 5>.
It is estimated that around 27> of the total mil: produced in the country is
consumed at producer;household level and remainin! is mar:eted throu!h various
cooperatives, private dairies and vendors. lso of the total produce more than 57> is
procured "y cooperatives and other private dairies.
hile for cooperatives of the total mil: procured 07> is consumed in fluid form and
rest is used for manufacturin! processed value added dairy products@ for private dairies
only 45> is mar:eted in fluid form and rest is processed into value added dairy
products li:e !hee, ma:han etc.
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Still, several consumers in ur"an areas prefer to "uy loose mil: from vendors
due to the stron! perception that loose mil: is fresh. lso, the current level of
processin! and pac:a!in! capacity limits the availa"ility of pac:a!ed mil:.
'he preferred dairy animal in India is "uffalo unli:e the ma&ority of the 8orld
mar:et, 8hich is dominated "y co8 mil:. s hi!h as > of mil: is produced in rural
India, 8hich caters to 12> of the total population, 8hereas the ur"an sector 8ith 2>
population consumes 50> of total mil: produced. Even in ur"an India, as hi!h as 3>
of the consumed mil: comes from the unor!ani?ed traditional sector.
Presently only 62> of the mil: mar:et is represented "y pac:a!ed and "randed
pasteuri?ed mil:, valued at a"out #s., 777 crores. uality of mil: sold "y unor!ani?ed
sector ho8ever is inconsistent and so is the price across the season in local areas. lso
these vendors add 8ater and caustic soda, 8hich ma:es the mil: unhy!ienic.
Mar3et i8e and #ro0th
$ar:et si?e for mil: Asold in looseB pac:a!ed form- is estimated to "e 30mn $' valued
at #s417"n. 'he mar:et is currently !ro8in! at round 4> pa in volume terms. 'he mil:
surplus states in India are ttar Pradesh, Pun&a", of national production.
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$il: production !re8 "y a mere 6> pa "et8een 641 and 617. Since the early
179s, under %peration +lood, production !ro8th increased si!nificantly avera!in! over
5> pa.
"out 15> of mil: is consumed at the household level 8hich is not a part of
commercial dairy industry. )oose mil: has a lar!er mar:et in India as it is perceived to
"e fresh "y most consumers. In reality ho8ever, it poses a hi!her ris: of adulteration
and contamination.
'he production of mil: products, i.e. mil: products includin! infant mil: food,
malted food, condensed mil: cheese stood at 3.71 la:h $' in 277. Production of
mil: po8der includin! infant mil:;food has risen to 2.25 la:h $' in 277, 8hereas
that of malted food is at 05777 $'. Cheese and condensed mil: production stands at
5777 and 66777 $' respectively in the same year.
Ma4or Players
'he pac:a!ed mil: se!ment is dominated "y the dairy cooperatives. *u&arat Co;
operative $il: $ar:etin! +ederation A*C$$+- is the lar!est player. ll other local
dairy cooperatives have their local "rands A+or e.!. *o:ul, arana in $aharashtra,
Saras in #a&asthan, Fer:a in Pun&a", Fi&aya in ndhra Pradesh, avin in 'amil =adu,
etc-. %ther private players include G Dairy,
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Pac3aging Technology
$il: 8as initially sold door;to;door "y the local mil:man. hen the dairy co;
operatives initially started mar:etin! "randed mil:, it 8as sold in !lass "ottles sealed
8ith foil. %ver the years, several developments in pac:a!in! media have ta:en place. In
the early 79s, plastic pouches replaced the "ottles. Plastic pouches made transportation
and stora!e very convenient, "esides reducin! costs. $il: pac:ed in plastic
pouchesB"ottles have a shelf life of &ust 6;2 days, that too only if refri!erated. In 60,
'etra Pac:s 8ere introduced in India. 'etra Pac:s are aseptic laminate pac:s made of
aluminum, paper, "oard and plastic. $il: stored in tetra pac:s
and treated under ltra
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Reg/latory 9rame0or3
'he dairy industry 8as de;licensed in 66 8ith a vie8 to encoura!e private
investment and flo8 of capital and ne8 technolo!y in the se!ment. lthou!h de;
licensin! attracted a lar!e num"er of players, concerns on issues li:e excess capacity,
sale of contaminatedB su"standard (uality of mil: etc induced the *overnment to
promul!ate the $$P% A$il: and $il: Products %rder- in 277. $il: and $il:
Products %rder A$$P%- re!ulates mil: and mil: products production in the country.
'he order re(uires no permission for units handlin! less than 67,777 litres of li(uid
mil: per day or mil: solids up to 577 'P. $$P% prescri"es State re!istration to
plants producin! "et8een 67,777 to 15,777 litres of mil: per day or manufacturin! mil:
products containin! "et8een 577 to 3,157 tones of mil: solids per year. Plants
producin! over 15,777 litres per day or more than 3,157 tones per year of mil: solids
have to "e re!istered 8ith the Central *overnment. 'he strin!ent re!ulations,
!overnment controls and licensin! re(uirements for ne8 capacities have restricted lar!e
Indian and $=C players from ma:in! si!nificant investments in this product cate!ory.
$ost of the private sector players have restricted themselves to manufacture of value
added mil: products li:e "a"y food, dairy 8hiteners, condensed mil: etc.
ll the mil: products except malted foods are covered in the cate!ory of
industries for 8hich forei!n e(uity participation up to 56> is automatically allo8ed.
Ice cream, 8hich 8as
earlier reserved for manufacturin! in the small;scale sector, has no8 "een de;reserved.
s such, no license is re(uired for settin! up of lar!e;scale production facilities for
manufacture of ice cream.
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Su"se(uent to de;canali?ation, exports of some mil: "ased products are freely
allo8ed provided these units comply 8ith the compulsory inspection re(uirements of
concerned a!encies li:eH =ational Dairy Development /oard, Export Inspection
Council etc. /ureau of Indian standards has prescri"ed the necessary standards for
almost all mil:;"ased products, 8hich are to "e adhered to "y the industry.
Pro%osal to Amend the MMP&
proposal to raise the exemption limit for compulsory re!istration of dairy
plants, from the present 67,777 litres a day to 27,777 litres, is "ein! considered "y the
nimal . In rural areas, "utterB
mar!arine have penetrated in 2.6> of households only. 'he use of these products in the
lar!e metros is hi!her, 8ith penetration at 65>.
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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
2.4:! pa as compared to over 27:! in S. 'he lo8er 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 to8ns at 31.2>
compared to 36.1> in all ur"an areas and 26.3> in all rural areas. 'he all India
penetration of !hee is 24.6>. In relative terms, penetration of !hee is si!nificantly
hi!her in =orth and est, 8hich are mil: surplus re!ions. =orth accounts for 51> of
!hee consumption and est for 23>, South East to!ether account for the "alance
27>. lar!e part of !hee is made at home and "y smallB cotta!e industry from mil:.
'he relative share of "randed products in this cate!ory is very lo8 at around 6;2>.
$il: po8der and condensed mil: have not "een a"le to !arner any si!nificant
consumer acceptance in India as indicated "y a very lo8 4.1> penetration. 'he
penetration is hi!her at
.6> in ur"an areas and lo8er at 3.5> in rural areas. ithin ur"an areas, it is relatively
hi!her in medium si?ed to8ns at .5> compared to 1.1> in lar!e metros.
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%ort Potential
India has the potential to "ecome one of the leadin! players in mil: and mil:
product exports. )ocation advanta!eH India is located amidst ma&or mil: deficit
countries in sia and frica. $a&or importers of mil: and mil: products are
/an!ladesh, China,
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'here is a vast mar:et for the export of traditional mil: products such as !hee,
paneer, shri:hand, rasa!ulas and other ethnic s8eets to the lar!e num"er of Indians
scattered all over the 8orld.
#ndia8s e9ports of mil: produ2ts
"es2ription
*;uantity4 M T +,,>.,- +,,-./,
;uantity 1alue ;uantity 1alue ;uantity 1alue
S:immed mil: po?der @46>
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$a::han ; unsalted "utter. *hee ; "utter oil prepared "y heat clarification, for lon!er
shelf life. heer ; a s8eet mix of "oiled mil:, su!ar and rice. /asundi ; mil: and su!ar
"oiled do8n till it thic:ens. #a"ri ; s8eetened cream. Dahi ; a type of curd. )assi ; curd
mixed 8ith 8ater and su!arB salt. ChannaBPaneer ; mil: mixed 8ith lactic acid to
coa!ulate. hoa ; evaporated mil:, used as a "ase to produce s8eet meats. 'he mar:et
for indi!enous "ased mil: 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 8hile purchasin! dairy products loo: for freshness, (uality, taste and
texture, variety and convenience. Products li:e Dahi and s8eets li:e heer, /asundi,
#a"ri are perisha"le products 8ith a shelf life of less than a day. 'hese products are
therefore manufactured and sold "y local mil: and s8eet shops. 'here are several such
small shops 8ithin the vicinity of residential areas. Consumer loyalty is "uilt "y
consistent (uality, taste and freshness. 'here are several s8eetmeat shops, 8hich have
"uilt a stron! "rand franchise, and have several "ranches located in various parts of a
city.
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ith increasin! ur"ani?ation and chan!in! consumer preferences, there is
possi"ility of lar!e scale manufacture of indi!enous mil: products also. 'he
e(uipments in mil: 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
8or: has "een done on dairy e(uipments under the ae!is of =DD/.
$afco )imited sells )assi under the arey "rand and flavored mil: under the
Ener!ee franchise Ain the estern re!ion, mainly in $um"ai-. /ritannia has launched
flavored mil: in various flavors in tetra pac:s.
*C$$+ has also made a "e!innin! in "randin! of other traditional mil:
products 8ith the launch of pac:a!ed Paneer under the mul "rand. It has also created
a ne8 um"rella "rand mul $ithaee, for a ran!e of ethnic Indian s8eets that are
proposed to "e launched the first ne8 product mul $ithaee *ula"&amun has already
"een launched in ma&or Indian mar:ets.
=estern Mil3 Prod/cts
estern mil: products such as "utter, cheese, yo!urt have !ained popularity in the
Indian mar:et only durin! the last fe8 years.
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Capa2ity e9pansion in C7eese
Company 'rands State Capa2ity
"ynami2s
%roup
Manufa2tures for
'ritannia
Ma7aras7tra 6B tons per
day
%CMM( Amul %uFarat +, tons per
day
AP""C( 1iFaya And7ra
Prades7
/, tons per
day
Mil: Po?der
$il: po8der is mainly of 2 types
J hole mil: po8der
J S:immed mil: po8der
hole mil: po8der contains fat, as distin!uished from s:immed mil: po8der, 8hich is
produced "y removin! fat from mil: solids. S:immed mil: po8der is preferred "y diet
conscious consumers. Dairy 8hiteners contain more fat than s:immed mil: po8der "ut
less compared to 8hole mil: po8der. Dairy 8hiteners are popular mil: su"stitute for
ma:in! tea, coffee etc.
'he penetration of these products in mil: a"undant re!ions is driven "y
convenience and non perisha"le nature Alon!er shelf life- of the product.
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+lavour mil: 47777 "ottles
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Ma4or Players
$il: Po8derBDairy hitenersH $a&or s:immed mil: "rands are Sa!ar A*C$$+- and
=andini Aarnata:a $il: +ederation-, mul +ull Cream mil: po8der is a 8hole mil:
po8der "rand.
)eadin! "rands in the dairy 8hitener se!ment are =estlLs Everyday, *C$$+9s
mulya, Dalmia Industry9s Sapan, 8ality Dairy India9s reamountry, oc:hardt9s
+arm +resh and /ritannia9s $il:man Dairy hitener.
Condensed Mil3
'he condensed mil: mar:et has !ro8n from 777 $' in 2771 to 66777 $' in 277.
Condensed mil: is a popular in!redient used in home;made s8eets and ca:es. =estlLs
$il:maid is the leadin! "rand 8ith more than 55> mar:et share. 'he only other
competitor is *C$$+9s mul.
Infant 9oods
=estle is the mar:et leader in the se!ment. 'his is a cate!ory 8here "rand loyalties are
very stron! as mothers 8ant the "est for their "a"ies. mar:et share and share. or: hard is a
relatively ne8 entrant 8ith its +irst +ood "rand. oc:hardt also proposes to launch a
ne8 "a"y food Easum containin! moon! Amoon! is one of the easily di!esti"le pulses-.
'he Easum "rand 8ill directly compete 8ith =estle9s =estum Amade from rice-.
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In infant formula also =estle9s )acto!en formula and )acto!en standard formula
are the leadin! "rands 8ith around 15> mar:et share. %ther "rands are
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MaFor dairy produ2ts manufa2turers
Some of t7e maFor dairy produ2ts manufa2turers in t7e
2ountry3
Company 'rands MaFor Produ2ts
Nestle #ndia
!imited
Mil:maid4 Cerela24
!a2toGen4 Milo4
Everyday
S?eetened 2ondensed mil:4
malted foods4 mil: po?der
and "airy ?7itener
Mil: food
!imited
Mil: food %7ee4 i2e 2ream4 and ot7er
mil: produ2ts
Smit7 5line
'ee27am
!imited
Horli2:s4 Maltova4
1iva
Malted Mil: food4 G7ee4
butter4 po?dered mil:4 mil:
fluid and ot7er mil: based
baby foods Meaning
AMUL -e!& 1 #r'cee 1 '& S!&,r'" . A 2*!'"y c$&"r$ e3#er" '& A&!&d *e"ed
"he br!&d &!-e 1AMUL /r$- "he S!&,r'" +$rd 1A-$$y! !r'!&"5 ! -e!&'&
1#r'cee !re /$*&d '& eer! I&d'!& !&*!e. A-* #r$d*c" h!e bee& *ed
'& -''$& $/ h$-e '&ce 946 .
A-* b*""er
A-* -', #$+der
A-* hee
A-*#r!y
A-* cheee
A-* ch$c$!"e
A-* Ice cre!-
$d!y A-* ' ! y-b$ $/ -!&y "h'& . $/ h'h 2*!'"y #r$d*c" $d !"
re!$&!be #r'ce . "r'*-#h $/ '&d'e&$* "ech&$$y . O/ "he -!r,e"'& !y $/
! /!r-er $r!&':!"'$& . A&d #r$e& -$de /$r d!'ry dee$#-e&" .
M&TT&? @II&'? A' ;UALITY P&LICY
M&TT&
'he main motto of $) is to help farmers. +armers 8ere the foundation stone of
$). 'he system 8or:s only for farmers and for consumers, not for profit. 'he main
of $) is to provide (uality products to the consumers at minimum cost. 'he !oal of
$) is to provide maximum profit in terms of money to the farmers.
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@II&'
Fision of $) is to provide and vanish the pro"lems of farmers Amil: producers-.
'he $) apparition 8as to run the or!ani?ation 8ith co;operative of four main
parties, the farmers, the representatives, the mar:eters, and the consumers.
;UALITY P&LICY
e the motivated and devoted 8or: force of $) are committed to produce 8hole
some and safe foods of excellent (uality to remain mar:et 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 mil: producer
7IT&RY
In early 647s a farmer in aira district, as else8here in India, derived his income
almost entirely from seasonal crops. 'he income from mil: 8as paltry and could not "e
depended upon. 'he main "uyers 8ere mil: traders of Polson )td.;a privately o8ned
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company that en&oyed monopoly for supply of mil: from aira to the *overnment $il:
Scheme /om"ay. 'he system leads to exploitation of poor and illiterate farmers "y the
private traders.
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'hus their cooperative unions 8ere forced at villa!e and district level to collect and sell
mil: on a cooperative "asis, 8ithout the intervention of !overnment. $r. Fer!hese
urien had main interest in esta"lishin! union 8ho 8as supported "y Shri
'ri"huvandas Patel 8ho convinced farmers in formin! the cooperative unions at
thevilla!e level. O'he aira District Co;operative $il: Producers nion 8as thus
esta"lished in nand and 8as re!istered formally under section 67 of /om"ay ct FII
of 625 on Decem"er 64, 640. Since then farmers are sellin! all the mil: in nand
throu!h cooperative union. In 655 it 8as commonly decided the sell mil: under the
"rand name Omul
t the initial sta!e only 257 liters of mil: 8as collected everyday. /ut 8ith the
!ro8in! a8areness of the "enefits of the co;operative;ness the collection of mil:
increased. 'oday mul collect 57, 77,777 liters of mil: everyday. s the mil: is
perisha"le commodity it "ecame difficult to preserve mil: for a lon!er period. /esides
8hen the mil: 8as to "e collected from the far places there 8as a fear of spoilin! of
mil:. 'o over come this pro"lem the union thou!ht to develop the chillin! unit at
various &unctions, 8hich 8ould collect the mil: and could chill so as preserve it a for a
lon!er period. 'hus, today mul has more than 60 chillin! centers in various villa!es.
$il: is collected from almost 671 societies.
ith the financial help from =ICE+, assistance from the !overnment of =e8
ealand under the Colom"o plan, of #s. 57 million for factory to manufactory mil:
po8der and "utter. Dr. #a&endara Prasad, the president of India laid the foundation on
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=ovem"er 57, 654. Shri Pandit Ga8aharlal =ehru, the prim minister of India declared
it open at mul dairy on =ovem"er 27, 655.
plant to manufacture "alanced cattle feed 8as formally commissioned on
%cto"er 36, 604 "y Shri )al"ahadur Shastri, the Prime $inister of India. t the
re(uest of the !overnment of India, a ne8 dairy 8ith a capacity to manufacture 47 tons
of mil: po8der and 27 tons of "utter a day 8as completed in 603. 'his 8as meant to
meet the re(uirement of Indias defense forces. 'he dairy 8as declared open "y
Shri$orar&i Desai in pril, 605. in 614, the aira nion setup a plant to manufacture
hi!h;protein 8eanin! food, chocolate and malted food at $o!ar, a"out :m south of
nand.
In Septem"er, 66, the second cattle feed plant at Oan&ari 8ere started. 'he
succesion of the co;!eneration pro&ect on Septem"er 66, 65, mar:ed a milestone on
the ener!y front 8hen t8o !as tur"ine !enerators of 6.5 $ each "ased on natural !as,
8ere commissioned. %n %cto"er 36, 62, Dr. F. urien chairman, =ational Dairy
Development /oard, laid the foundation of aira nions third dairy 8ith a processin!
capacity of 0.5 la:h liters of mil: a day. or: on the third dairy and cheese plant at
Ohatra& 8ith capacity for 27 $etric 'on of cheese per day, "e!an in +e"ruary, 64.
lso in 64, aira nion put up "read spread plant at O$o!ar 8ith the assistance
from =ational Dairy Development /oard.
*u&arat Cooperative $il: $ar:etin! +ederation A*C$$+- is India9s lar!est food
products mar:etin! or!ani?ation. It is a state level apex "ody of mil: cooperatives in
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Mem2ers6 63 district cooperative mil: producers9
nion
'o. of Prod/cer Mem2ers6 2.0 million
'o. of @illage ocieties6 62,12
Total Mil3 handling ca%acity6 67.60 million litres per day
Mil3 collection 2.3 "illion litres
Mil3 collection 0.5 million litres
Mil3 rying Ca%acity6 54 $ts. per day
Cattle feed man/fact/ring Ca%acity6 2047 $ts per day
A2o/t Machinery
In $) Q 3 production of po8der, /utter and $il: are "ein! done
continuously. 'hese productions are done "y latest machineries e(uipped 8ith
computer system and it is handled "y one technicians.
; 'he $il: pasteuri?er machines "elon! to Alfa level com%any of P/ne
; Po8der plant machineries "elon! to L B T Larson and T/r2o
company of India
; /utter production machineries "elon! to .#.com%any of s0itr8land
and other
; /utter manufacturin! production machineries "elon! to imon 9eres
com.of 9rance
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%#*=IS'I%= S'#C'#E %+ $)
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Sales Turnover
Sales Turnover Rs *million0 S *in million0
9949; 40
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Cheese Range6
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-
tterly Delicious Pi??a
Mithaee Range (thnic s0eets)6
mul Shri:hand A$an!o, Saffron, lmond Pistachio, Cardamom-
mul mra:hand
mul $ithaee *ula"&amuns
mul $ithaee *ula"&amun $ix
mul $ithaee ulfi $ix
vsar )adoos
U7T Mil3 Range6
mul Sha:ti 3> fat $il:
mul 'aa?a 6.5> fat $il:
mul *old 4.5> fat $il:
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mul )ite Slim;n;'rim $il: 7> fat mil:
mul Sha:ti 'oned $il:
mul +resh Cream
mul Sno8cap Softy $ix
P/re #hee6
mul Pure *hee
Sa!ar Pure *hee
mul Co8 *hee
Infant Mil3 Range6
mul Infant $il: +ormula 6 A7;0 months-
mul Infant $il: +ormula 2 A 0 months a"ove-
mulspray Infant $il: +ood
Mil3 Po0ders6
mul +ull Cream $il: Po8der
mulya Dairy hitener
Sa!ar S:immed $il: Po8der
0eetened Condensed Mil36
mul $ithaimate S8eetened Condensed $il:
9resh Mil36
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mul 'aa?a 'oned $il: 3> fat
mul *old +ull Cream $il: 0> fat
mul Sha:ti Standardi?ed $il: 4.5> fat
mul Slim 'rim Dou"le 'oned $il: 6.5> fat
mul Saathi S:immed $il: 7> fat
mul Co8 $il:
C/rd Prod/cts6
Ro!i S8eetened +lavoured Dahi ADessert-
mul $asti Dahi Afresh curd-
mul $asti Spiced /utter $il:
mul )assee
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7ealth
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Call her the +riday to +riday star. #ound eyed, chu""y chee:ed, 8in:in! at you,
from strate!ically placed hoardin!s at many traffic li!hts. She is the mul moppet
everyone loves to love Aincludin! pric:ly votaries of the Shiv Sena and /GP-.
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O&e $/ "he /'r" A-* h$!rd'&
In India, food 8as somethin! one couldn9t afford to fool around 8ith. It had "een ta:en
too seriously, for too lon!. Sylvester daCunha decided it 8as time for a chan!e of
ima!e.
'he year Sylvester daCunha too: over the account, the country sa8 the "irth of a
campai!n 8hose charm has endured fic:le pu"lic opinion, !immic:ry and all else.
'he mul !irl 8ho lends herself so completely to mul "utter, created as a rival to the
Polson "utter !irl. 'his one 8as sexy, villa!e "elle, clothed in a tantali?in! choliall "ut
coverin! her upper re!ions. Eustace +ernande? Athe art director- and I decided that 8e
needed a !irl 8ho 8ould 8orm her 8ay into a house8ife9s heart. nd 8ho "etter than a
little !irlT says Sylvester daCunha. nd so it came a"out that the famous mul
$oppet 8as "orn.
'hat %cto"er, lamp :ios:s and the "us sites of the city 8ere splashed 8ith the
moppet on a horse. 'he "aseline simply said, 'horou!h "read, tterly /utterly
Delicious mul,. It 8as a matter of &ust a fe8 hours "efore the daCunha office 8as
rin!in! 8ith calls. =ot &ust adults, even children 8ere callin! up to say ho8 much they
had li:ed the ads. 'he response 8as phenomenal, recalls Sylvester daCunha. e
:ne8 our campai!n 8as !oin! to "e successful.
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+or the first one year the ads made statements of some :ind or the other "ut they had
not yet ac(uired the topical tone. In 601, Sylvester decided that !ivin! the ads a solid
concept 8ould !ive them extra milea!e, more dum, so to say. It 8as a decision that
8ould stand the daCunhas in !ood stead in the years to come.
In 60, 8hen the city first sa8 the "e!innin! of the
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'here are stories a"out the "utter that people li:e to relate over cups of tea. +or
over 67 years I have "een collectin! mul ads. I especially li:e the ads on the "ac:s of
the "utter pac:ets, says $rs. Sumona Farma. hat does she do 8ith these adsT I
have made an al"um of them to amuse my !randchildren, she lau!hs. 'hey are almost
part of our culture, aren9t theyT $y !randchildren are already "e!innin! to realise that
these ads are not &ust a source of amusement. 'hey ma:e them a8are of 8hat is
happenin! around them.
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.
e had the option of "ein! s8eet and playin! it safe, or ma:in! an impact.
fine "alance had to "e struc:. e have a campai!n that is stron! enou!h to ma:e a
statement. I didn9t 8ant the hoardin!s to "e pleasant or tame. 'hey have to say
somethin!, says #ahul daCunha.
e ran a couple of ads that created (uite a furore, says Sylvester daCunha. 'he
Indian irlines one really an!ered the authorities. 'hey said if they didn9t ta:e do8n the
ads they 8ould stop supplyin! mul "utter on the plane. So ultimately 8e discontinued
the ad, he says lau!hin!. 'hen there 8as the time 8hen the mul !irl 8as sho8n
8earin! the *andhi cap. 'he hi!h command came do8n heavy on that one. 'he *andhi
cap 8as a sym"ol of independence@ they couldn9t have anyone not ta:in! that seriously.
So despite their reluctance the hoardin!s 8ere 8iped clean. 'hen there 8as an ad
durin! the *anpati festival 8hich said, *anpati /appa more *hya A*anpati /appa ta:e
more-. 'he Shiv Sena people said that if 8e didn9t do somethin! a"out removin! the ad
they 8ould come and destroy our office. It is surprisin! ho8 vi!ilant the political forces
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are in this country. Even 8hen the Enron ads AEnr on or off- 8ere runnin!, #e"ecca
$ar: 8rote to us sayin! ho8 much she li:ed them.
A-*> #$'&" $/ 'e+ $& "he MR c$//ee c$&"r$ery
'here 8ere other instances too.
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PR&UCTI&' B&PRATI&' PARTM'T
I'TR&UCTI&'
Production mana!ement is refers to the process of correction of past mista:es catchin!
up 8ith the ne8 techni(ues, ta:in! up steps 8ith developin! techni(ues and ta:in!
measures for the production of !oods at competitive cost.U
'he "asic philosophy of production mana!ement is to launch a frontal attac: on
direct costs and effective use the availa"ility manpo8er 8eavin! ne8 techni(ues in to
the 8hole to :eep the production unit efficient and developin! production mana!ement
is the process of plannin!, or!ani?in!, directin! and controllin!.
'he mul is started 8ith only 257 liters of mil: per day. /ut no8 mul collect
avera!e la:hs of liters mil: per day. t the initial sta!e, mul has not any pro"lem
re!ardin! mil:, "ut in the 8inter season there 8as excess supply of mil:. So, mul has
to sell out that excess mil: at the lo8 price or mul has to face loss. 'o removin! these
pro"lems mul ta:e decision to set up a plant to process the surplus mil: "utter and
mil: po8der.
'oday the mul has three plants no8n as mul 6, 2 3 all three plant 8or:
24 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 '#+' PE Company. 'here is also facility of chillin! of mil:,
so that the mil: remains usa"le.
'oday three plant of $) perform different function.
$) Q 6 presently it is use as a !o do8n for storin! ra8 materials.
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6. $) Q 2 'oday in this unit, the production process of *hee and pac:in!s are
runnin! .
2. $) Q 3 'his unit is producin! $) "utter, $) spray po8der, and
flavored mil:.
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. echnicians31ng.4
1ng. +orkers
0fficers
echnicians
1ng. +orker
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5
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Sent to different production section milk pouch packing
section
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9lo0 chart of
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exportghee &utter section
packaging lines
>.5g &lister pack 5
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+;35 C%=DE=SI=* P)=' DE'I)S
$a:e H SSP ,+arida"ad
'ype H +allin! film vertical tu"e type
=o of Pre heater H 5
=o of calendria H 1
=o of vapor separators H 5
&PRATI&' TAIL
PR&UCT U A' C7ARACTRITIC
MIL!
%ne of the most versatile food consumed "y us. ll children start their 8ith mothers
mil: 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 8hite fluid, :no8 as mil:, is made up of
mil: fat and other mil: solids.
AMUL IC CRAM
mul ice cream is made up from fresh mil:.
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.
MA'U9ACTURI'# PR&C 9&R IC CRAM
mul ice cream is made up from mil:, mil: products, su!ar, sta"ili?ers and emulsifiers.
Com%osition
$il: +at 63.5> to 64.5>
'otal Solids 47> to 46>
Su!ar 65> pprox.
cidity 7.61> to 7.6>
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Protein 3.> to 4.6>
01
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9ood nergy @al/e
Calories per 677 ml ;60.1 :cal
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
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MIL! PR&CI'#
6 7omogeni8ation6 ;$il: must then "e homo!eni?ed. ithout homo!eni?ation, the
mil: fat 8ould separate from the mil: and rise to the top. $il: fat is 8hat !ives mil: its
rich and creamy taste. In this process $il: is transferred to a piece of e(uipment called
a homo!eni?er. In this machine the mil: fat is forced, under hi!h pressure throu!h tiny
holes.
6 . Paste/ri8ationH; Pasteuri?ation is the process that purifies mil: and helps it stay
fresher, lon!er. $il: is pasteuri?ed "y heatin! it to 12VC for 60 seconds then (uic:ly
coolin! it to 4VC. Pasteuri?ation is named after )ouis Pasteur, the famous scientist.
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7 .Adding VitaminsF * /efore homo!eni?ation, vitamin D is added to all mil:.Fitamin D com"ined 8ith the calcium that naturally exists in mil: help !ives us stron!
"ones and teeth. Dairies also add Fitamin to s:im, 6> and 2> mil:. Fitamin is
!ood for our eyesi!ht.
?.Packaging MilkG * $il: is no8 ready to "e pac:a!ed. $il: is pumped throu!hautomatic fillin! machines direct into "a!s, cartons and &u!s. 'he machines are
carefully saniti?ed and pac:a!es are filled and sealed 8ithout human hands. Durin! the
entire time that mil: is at the dairy, it is :ept at 6V ; 2VC. 'his prevents the development
of extra "acteria and :eeps the mil: its freshest.
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=.StoringG*$il: is delivered to !rocery stores, convenience stores and restaurants inrefri!erated truc:s that :eep mil: cooled to 6V ; 4VC. 'he stores ta:e their mil: and
immediately place it in their refri!erated stora!e area. /ecause fresh mil: is so
important to our diets, dairies, and our health.
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/%%ly chain management of AMUL
UPPLIR
#CMM9D UPPLY C7AI'
Processing :
fter the union received the mil:, it 8as tested and if it 8as found to "e of !ood
(uality, it 8as sent for processin!. If the mil: 8as found to have hi!h acidity, it 8as
used to ma:e "uttermil:. #a8 mil: 8as sent throu!h a filter and clarifier and 8as
pasteuri?ed. +or pasteuri?ation, mil: 8as treated at hi!h temperatures for a specified.
'his helped in destroyin! the patho!ens and in maintainin! the (uality. fter
pasteuri?ation, the mil: 8as sent throu!h a separation machine.
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Distribution
*C$$+ coordinated 8ith various unions to !et a re!ular supply of mil: and dairy
products. 'he processed mil: and dairy products 8ere procured from district dairy
unions and distri"uted throu!h third party distri"utors. 'o ensure (uality and timely
deliveries, *C$$+ and the district unions had several mechanisms in place. 'he FCS
constantly monitored the deliveries of the mil: collected and ensured that the mil: 8as
pic:ed up on time. 'he unions monitored the supplies of mil: and the distri"ution of
finished products.
=AR 7&UI'#: mul products are availa"le in over 577,777 retail outlets across
India throu!h its net8or: of over 3,577 distri"utors. 'here are 41 depots 8ith dry and
cold 8arehouses to "uffer inventory of the entire ran!e of products. *C$$+ transacts
on an advance demand draft "asis from its 8holesale dealers instead of the che(ue
system adopted "y other ma&or +$C* companies. 'his practice is consistent 8ith
*C$$+9s philosophy of maintainin! cash transactions throu!hout the supply chain
and it also minimi?es dumpin!. holesale dealers carry inventory that is &ust ade(uate
to ta:e care of the transit time from the "ranch 8arehouse to their premises. 'his &ust;
in;time inventory strate!y improves dealers9 return on investment A#%I-. ll *C$$+
"ranches en!a!e in route schedulin! and have dedicated vehicle operation .
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MIL! PR&CI'#
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UPPLY C7AI' PLA'ATI&' =IT7 IA#RAM
9I'ITI&' &9 @ALU C7AI'
s per the a"ove dia!ram there are the first components is ra8 materialH
In our company the ra8 materials are mil:, po8der for ice creams manufacturin!,
different types of flavors for ice creams, pac:a!in! material, su!ar etc. re(uired "y the
company for manufacturin!. In this step *C$$+ play a very important role it procures
mil: 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.
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Second component is suppliers are the farmers and other ra8 material for
manufacturin! the ice creams are provided "y $
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'he next step is the customers in this cate!ory there are restaurants includes. lso the
retail shopsand 8hole sellers are included.
'he last step is the consumer in 8hich the actual hose hold are included in this
cate!ory.
&/r Prod/ct
AMUL means "priceless"in Sans:rit. 'he "rand name mul, from the Sans:rit
moolya, 8as su!!ested "y a (uality control expert in nand. Fariants, all meanin!
priceless, are found in several Indian lan!ua!es. mul products have "een in use in
millions of homes since 640. mul /utter, mul $il: Po8der, mul *hee,
mulspray, mul Cheese, mul Chocolates, mul Shri:hand, mul Ice cream,
=utramul, mul $il: and mulya have made mul a leadin! food "rand in India.
A'urnoverH #s. 42.1 "illion in 2771;7-. '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
net8or:. %f the triumph of indi!enous technolo!y. %f the mar:etin! savvy of a
farmers9 or!ani?ation. nd of a proven model for dairy development.
11
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C7e2: out t7is vast and ever.Gro?inG ranGe of 8tasteful8 Amul dele2tableI
EPlease clic3 here to do0nload the latest PR&UCT TAILRE.
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*'" "he &eed $/
r$+'& K'd
Amul 5ool
C7o2olate Mil:
Amul 5ool
(lavoured 'ottled
Mil:
Amul 5ool
(lavoured Tetra
Pa2:
Amul Masti Spi2ed
'uttermil:
A-* '&"r$d*ce "he
Be" h'r" *e&ch'&
?r'&,
Amul 5ool T7andai
Po?der Mil:
1
http://www.amul.com/fresh-chocolate.htmlhttp://www.amul.com/fresh-chocolate.htmlhttp://www.amul.com/fresh-flavoured.htmlhttp://www.amul.com/fresh-flavoured.htmlhttp://www.amul.com/fresh-flavoured.htmlhttp://www.amul.com/fresh-flavouredpack.htmlhttp://www.amul.com/fresh-flavouredpack.htmlhttp://www.amul.com/fresh-flavouredpack.htmlhttp://www.amul.com/fresh-masti.htmlhttp://www.amul.com/fresh-masti.htmlhttp://www.amul.com/amul-thandai.htmlhttp://www.amul.com/amul-thandai.htmlhttp://www.amul.com/fresh-masti.htmlhttp://www.amul.com/fresh-flavouredpack.htmlhttp://www.amul.com/fresh-flavoured.htmlhttp://www.amul.com/fresh-chocolate.htmlhttp://www.amul.com/fresh-chocolate.htmlhttp://www.amul.com/fresh-chocolate.htmlhttp://www.amul.com/fresh-flavoured.htmlhttp://www.amul.com/fresh-flavoured.htmlhttp://www.amul.com/fresh-flavoured.htmlhttp://www.amul.com/fresh-flavouredpack.htmlhttp://www.amul.com/fresh-flavouredpack.htmlhttp://www.amul.com/fresh-flavouredpack.htmlhttp://www.amul.com/fresh-masti.htmlhttp://www.amul.com/fresh-masti.htmlhttp://www.amul.com/amul-thandai.html8/12/2019 Comparative Study Into Sales & Distribution of AMUL DAIRY & PARAG DAIRY
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Amul Spray
#nfant Mil: (ood
S"'5 M$"her> M',
' Be" /$r y$*r
b!by
Amul #nstant
(ull Cream Mil:
Po?der
A d!'ry '& y$*r
h$-e
SaGar S:immed
Mil: Po?der
h'ch ' e#ec'!y
*e/* /$r d'e"
#re#!r!"'$& $r /$r
*e by #e$#e $&
$+ c!$r'e !&d
h'h #r$"e'& d'e".
SaGar Tea Coffee
)7itener
Amulya "airy
)7itener
he R'che"5
P*re" ?!'ry
h'"e&er
(res7 Mil:
7
http://www.amul.com/powder-milkfood.htmlhttp://www.amul.com/powder-milkfood.htmlhttp://www.amul.com/powder-milkpowder.htmlhttp://www.amul.com/powder-milkpowder.htmlhttp://www.amul.com/powder-milkpowder.htmlhttp://www.amul.com/powder-skimmilk.htmlhttp://www.amul.com/powder-skimmilk.htmlhttp://www.amul.com/powder-coffee.htmlhttp://www.amul.com/powder-coffee.htmlhttp://www.amul.com/powder-dairy.htmlhttp://www.amul.com/powder-dairy.htmlhttp://www.amul.com/powder-dairy.htmlhttp://www.amul.com/powder-coffee.htmlhttp://www.amul.com/powder-skimmilk.htmlhttp://www.amul.com/powder-milkpowder.htmlhttp://www.amul.com/powder-milkfood.htmlhttp://www.amul.com/powder-milkfood.htmlhttp://www.amul.com/powder-milkfood.htmlhttp://www.amul.com/powder-milkpowder.htmlhttp://www.amul.com/powder-milkpowder.htmlhttp://www.amul.com/powder-milkpowder.htmlhttp://www.amul.com/powder-skimmilk.htmlhttp://www.amul.com/powder-skimmilk.htmlhttp://www.amul.com/powder-coffee.htmlhttp://www.amul.com/powder-coffee.htmlhttp://www.amul.com/powder-dairy.htmlhttp://www.amul.com/powder-dairy.html8/12/2019 Comparative Study Into Sales & Distribution of AMUL DAIRY & PARAG DAIRY
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Amul (res7 Mil:
h' ' "he -$"
hy'e&'c -',
!!'!be '& "he
-!r,e". P!"e*r'ed
'& "!"e$/"he!r"
#r$ce'& #!&" !&d
#$*ch#!c,ed /$r
c$&e&'e&ce.
Amul %old Mil:
Amul Taaa "ouble
Toned Mil:
Amul !ite Slim and
Trim Mil:
Amul (res7 Cream Amul S7a:ti Toned
Mil:
Amul Cal2i
6
http://www.amul.com/fresh-fmilk.htmlhttp://www.amul.com/fresh-gold.htmlhttp://www.amul.com/fresh-tazza.htmlhttp://www.amul.com/fresh-tazza.htmlhttp://www.amul.com/fresh-slim.htmlhttp://www.amul.com/fresh-slim.htmlhttp://www.amul.com/fresh-cream.htmlhttp://www.amul.com/fresh-shakti.htmlhttp://www.amul.com/fresh-shakti.htmlhttp://www.amul.com/amulcalciplus.htmlhttp://www.amul.com/amulcalciplus.htmlhttp://www.amul.com/fresh-shakti.htmlhttp://www.amul.com/fresh-cream.htmlhttp://www.amul.com/fresh-slim.htmlhttp://www.amul.com/fresh-tazza.htmlhttp://www.amul.com/fresh-gold.htmlhttp://www.amul.com/fresh-fmilk.htmlhttp://www.amul.com/fresh-fmilk.htmlhttp://www.amul.com/fresh-gold.htmlhttp://www.amul.com/fresh-tazza.htmlhttp://www.amul.com/fresh-tazza.htmlhttp://www.amul.com/fresh-slim.htmlhttp://www.amul.com/fresh-slim.htmlhttp://www.amul.com/fresh-cream.htmlhttp://www.amul.com/fresh-shakti.htmlhttp://www.amul.com/fresh-shakti.htmlhttp://www.amul.com/amulcalciplus.html8/12/2019 Comparative Study Into Sales & Distribution of AMUL DAIRY & PARAG DAIRY
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C7eese
Amul Pasteurised
Pro2essed C7eese
00C Vee"!r'!&
@heee -!de /r$-
-'cr$b'! re&&e"
Amul C7eese
Spreads
!"y @heee S#re!d
'& < re!" /!$*r.
Amul Emmental
C7eese
he Dre!" S+'
@heee /r$- A-*5
h! ! +ee"dry
/!$*r !&d h!:e&*"
!r$-!
Amul Pia
Moarella C7eese
P'::! cheee...-!,e
re!" "!"'& #'::!
%ouda C7eese
2
http://www.amul.com/cheese-cheddar.htmlhttp://www.amul.com/cheese-cheddar.htmlhttp://www.amul.com/cheese-spreads.htmlhttp://www.amul.com/cheese-spreads.htmlhttp://www.amul.com/cheese-emmental.htmlhttp://www.amul.com/cheese-emmental.htmlhttp://www.amul.com/cheese-mozzarella.htmlhttp://www.amul.com/cheese-mozzarella.htmlhttp://www.amul.com/cheese-gouda.htmlhttp://www.amul.com/cheese-gouda.htmlhttp://www.amul.com/cheese-mozzarella.htmlhttp://www.amul.com/cheese-emmental.htmlhttp://www.amul.com/cheese-spreads.htmlhttp://www.amul.com/cheese-cheddar.htmlhttp://www.amul.com/cheese-cheddar.htmlhttp://www.amul.com/cheese-cheddar.htmlhttp://www.amul.com/cheese-spreads.htmlhttp://www.amul.com/cheese-spreads.htmlhttp://www.amul.com/cheese-emmental.htmlhttp://www.amul.com/cheese-emmental.htmlhttp://www.amul.com/cheese-mozzarella.htmlhttp://www.amul.com/cheese-mozzarella.htmlhttp://www.amul.com/cheese-gouda.html8/12/2019 Comparative Study Into Sales & Distribution of AMUL DAIRY & PARAG DAIRY
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(or Coo:inG
Amul SaGar Pure
%7ee
M!de /r$- /reh
cre!-. F! "y#'c!
r'ch !r$-! !&d
r!&*!r "e3"*re. A&
e"h&'c #r$d*c" -!de
by d!'r'e +'"h
dec!de $/
e3#er'e&ce.
Coo:inG 'utter
Amul Malai Paneer
Re!dy "$ c$$, #!&eer
"$ -!,e y$*r
/!$*r'"e rec'#e
tterly "eli2ious
Pia
Mit7ai Mate
S+ee"e&ed
@$&de&ed M',
ree /$+'& !&d
-$$"h "e3"*re.
Masti "a7i
3
http://www.amul.com/cooking-sagar.htmlhttp://www.amul.com/cooking-sagar.htmlhttp://www.amul.com/cooking-butter.htmlhttp://www.amul.com/cooking-paneer.htmlhttp://www.amul.com/cooking-pizza.htmlhttp://www.amul.com/cooking-pizza.htmlhttp://www.amul.com/cooking-mithai.htmlhttp://www.amul.com/cooking-mastidahi.htmlhttp://www.amul.com/cooking-mastidahi.htmlhttp://www.amul.com/cooking-mithai.htmlhttp://www.amul.com/cooking-pizza.htmlhttp://www.amul.com/cooking-paneer.htmlhttp://www.amul.com/cooking-butter.htmlhttp://www.amul.com/cooking-sagar.htmlhttp://www.amul.com/cooking-sagar.htmlhttp://www.amul.com/cooking-sagar.htmlhttp://www.amul.com/cooking-butter.htmlhttp://www.amul.com/cooking-paneer.htmlhttp://www.amul.com/cooking-pizza.htmlhttp://www.amul.com/cooking-pizza.htmlhttp://www.amul.com/cooking-mithai.htmlhttp://www.amul.com/cooking-mastidahi.html8/12/2019 Comparative Study Into Sales & Distribution of AMUL DAIRY & PARAG DAIRY
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h'"e "$ cre!-y c$$r
+'"h ! #e!!&" "!"e.
4
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"esserts
Amul #2e Creams
Pre-'*- Ice @re!-
-!de '& !r'$*
!r'e"'e !&d /!$*r
+'"h dry /r*'" !&d
&*".
Amul S7ri:7and
A de'c'$* "re!"5
!&y"'-e.
Amul Mit7aee
%ulab Jamuns
P*re Kh$y! D*!b
G!-*-...be"
ered #'#'& h$".
Amul C7o2olates
he #er/ec" '/" /$r
$-e$&e y$* $e.
Amul !assee Amul 'asundi
Healt7 "rin:
5
http://www.amulicecream.in/http://www.amul.com/desserts-shrikhand.htmlhttp://www.amul.com/desserts-gulabjamun.htmlhttp://www.amul.com/desserts-gulabjamun.htmlhttp://www.amul.com/desserts-chocolates.htmlhttp://www.amul.com/desserts-lassee.htmlhttp://www.amul.com/desserts-basundi.htmlhttp://www.amul.com/desserts-basundi.htmlhttp://www.amul.com/desserts-lassee.htmlhttp://www.amul.com/desserts-chocolates.htmlhttp://www.amul.com/desserts-gulabjamun.htmlhttp://www.amul.com/desserts-shrikhand.htmlhttp://www.amulicecream.in/http://www.amulicecream.in/http://www.amul.com/desserts-shrikhand.htmlhttp://www.amul.com/desserts-gulabjamun.htmlhttp://www.amul.com/desserts-gulabjamun.htmlhttp://www.amul.com/desserts-chocolates.htmlhttp://www.amul.com/desserts-lassee.htmlhttp://www.amul.com/desserts-basundi.html8/12/2019 Comparative Study Into Sales & Distribution of AMUL DAIRY & PARAG DAIRY
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Nutramul
M!"ed M', $$d
-!de /r$- -!"
e3"r!c" h! "he
h'he" #r$"e'&
c$&"e&" !-$& !
"he br$+&
beer!e #$+der
$d '& I&d'!.
Amul S7a:ti
Healt7 (ood
"rin:
A!'!be '& Ke!r
A-$&d !&d
@h$c$!"e
/!$*r.
0
http://www.amul.com/healthy-nutramul.htmlhttp://www.amul.com/health-toned.htmlhttp://www.amul.com/health-toned.htmlhttp://www.amul.com/health-toned.htmlhttp://www.amul.com/health-toned.htmlhttp://www.amul.com/healthy-nutramul.htmlhttp://www.amul.com/healthy-nutramul.htmlhttp://www.amul.com/health-toned.htmlhttp://www.amul.com/health-toned.htmlhttp://www.amul.com/health-toned.html8/12/2019 Comparative Study Into Sales & Distribution of AMUL DAIRY & PARAG DAIRY
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PR&9IL &9 PARA# AIRY
Para! Dairy Q Delhi 8as set up in 614 under the %peration +lood Pro!ramme. It is
no8 a 8holly o8ned company of the =ational Dairy Development /oard A=DD/-.
Para! Dairy mar:ets sells dairy products under the Para! Dairy "rand Ali:e )i(uid
$il:, Dahi, Ice creams, Cheese and /utter-, Dhara ran!e of edi"le oils and the Safal
ran!e of fresh fruits ve!eta"les, fro?en ve!eta"les and fruit &uices at a national level
throu!h its sales and distri"ution net8or:s for mar:etin! food items.
Para! Dairy sources si!nificant part of its re(uirement of li(uid mil: from dairy
cooperatives. Similarly, Para! Dairy sources fruits and ve!eta"les from farmers B
!ro8ers associations. Para! Dairy also contri"utes to the cause of oilseeds !ro8er
cooperatives that manufactureB pac: the Dhara ran!e of edi"le oils "y underta:in! to
nationally mar:et all Dhara products. It is Para! Dairys constant endeavor to
Aa- Ensure that mil: producers and farmers re!ularly and continually receive mar:et
prices "y offerin! (uality mil:, mil: products and other food products to consumers at
competitive prices and@
A"- phold institutional structures that empo8er mil: producers and farmers throu!h
processes that are e(uita"le.
1
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t Para! Dairy, processin! of mil: is controlled "y process automation 8here"y
state;of;the;art microprocessor technolo!y is adopted to inte!rate and completely
automate all functions of the mil: processin! areas to ensure hi!h product (ualityB
relia"ility and safety. Para! Dairy is an ISB IS%;772, IS;65777 in the "randed sector in Delhi 8here it sells 2.3 million liters of mil: daily
and underta:es its mar:etin! operations throu!h around 64,777 retail outlets and 45
exclusive outlets of Para! Dairy.
'he companys derives si!nificant competitive advanta!e from its uni(ue
distri"ution net8or: of "ul: vendin! "ooths, retail outlets and mo"ile units. Para!
Dairy ice creams launched in the year 65 have sho8n continuous !ro8th over the
years and today "oasts of approximately 02> mar:et share in Delhi and =C#. Para!
Dairy also manufactures and mar:ets a 8ide ran!e of dairy products that include
/utter, Dahi, *hee, Cheese,
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ith increasin! demand another state;of;the;art fruit processin! plant has "een
set up at /an!alore 8ith fruit handlin! capacity of around 257 $' per day. Para! Dairy
has also "een mar:etin! the Dhara ran!e of edi"le oils for the last fe8 years. 'oday it is
a leadin! "rand of edi"le oils and is availa"le across the country in over 2, 77,777
outlets. 'he "rand is currently availa"le in the follo8in! variantsH #efined Fe!eta"le
%il, #efined Soy"ean %il, #efined Sunflo8er %il, #efined #ice /ran %il, achi *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 po8er 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 Indias finest food companies.
List of Prod/cts Mar3eted6
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Para! $il:
Para! +resh Cream
P/re #hee6
Para! Pure *hee
Infant Mil3 Range6
Para! spray $il: +ood
Mil3 Po0ders6
Para!ya Dairy hitener
Sa!ar S:immed $il: Po8der
9resh Mil36
Para! 'aa?a 'oned $il:
Para! Co8 $il:
6
http://www.amul.com/fresh-cream.htmlhttp://www.amul.com/cooking-sagar.htmlhttp://www.amul.com/powder-milkfood.htmlhttp://www.amul.com/powder-dairy.htmlhttp://www.amul.com/powder-skimmilk.htmlhttp://www.amul.com/fresh-tazza.htmlhttp://www.amul.com/fresh-cream.htmlhttp://www.amul.com/cooking-sagar.htmlhttp://www.amul.com/powder-milkfood.htmlhttp://www.amul.com/powder-dairy.htmlhttp://www.amul.com/powder-skimmilk.htmlhttp://www.amul.com/fresh-tazza.html8/12/2019 Comparative Study Into Sales & Distribution of AMUL DAIRY & PARAG DAIRY
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SA!ES O( 'TTER '$ TERR#TOR$ *5%0 (Ar!)
TERR#TOR#ES AM! 'TTER PARA% "A#R$
'TTER
1iFay NaGar ;9 0
S!&%!y P!ce 9=
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1iFay NaGar
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E9port Potential
India has the potential to "ecome one of the leadin! players in mil: and mil: product
exports. )ocation advanta!eH India is located amidst ma&or mil: deficit countries in
sia and frica. $a&or importers of mil: and mil: products are /an!ladesh, China,
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C7apter 6
Resear27met7odoloGy
1
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O'JECT#1E O( THE ST"$
mul Para! Dairy is the mar:et leader of dairy "ased food products in !ra
City. mul is the ma&or competitors in the mar:et a!ainst Para! Dairy. It is important to
!et an idea re!ardin! muls Para! Dairy position in !ra City. It 8ould not help
mul to capitali?e on existin! potential "ut also to formulate strate!ies and to fill the
loo: holes and !aps to fi!ht the competitive situation
'he %"&ective also containsH
'o determine the mar:et share of mul Para! dairy "ased product.
'o determine the consumer preferences of mul Para! dairy product 8ith the
help of some parameters ;(uality, taste, price, pac:in! style.
'o compare the dairy product of mul and Para! dairy on the "asis of a"ove
parameters
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I#'I9ICA'C &9 T7 T&PIC
Create the a8areness in the mar:et.
/uildin! confidence in retailers as 8ell as in the customer.
'o nderstand the terminolo!ies used in mar:et "y retailers.
Develop the usefulness in enhancin! the usa"ility of the product.
'o :no8 different sellin! s:ills at various situation of mar:et.
'o learn different strate!ies 8hich are used "y retailers in mar:et to convince
the customers.
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RARC7 MT7&&LY
$ethodolo!y for a study li:e 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 personal intervie8.
Since our research is descriptive type, so research desi!n is also descriptive.
677
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am%le design6
Samplin! is a process of o"tainin! information a"out an entire population "y
examinin! only a part of it.
s depicted "elo8, I have ta:en 64 retailers and 37 customers as my sample
si?e
Sample sie3
REAILER H
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Areas 0here I made s/rvey
Fi&ay =a!ar
San&ay Place
handari
Si:andra
#a&pur Chun!i
Sadar /a?ar
Shastripuram
/odla
Geevni $andi
#a8at Para
/elan *an&
'a& *an&
)oha $andi
672
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LIMITATI&' &9 T7 TUY
'his survey althou!h carried out 8ith 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 8hich the study suffers are
as follo8s.
'ime ConstraintH;
'ime factor has "een a very "i! limitation in the researchBsurvey li:e this. 'he
retailers have limited time so they sometimes refuse to ans8er the (uestionnaire, also
me as a surveyor has less time to conduct the survey. So the si?e of the sample 8as
restricted to !ra.
/iasness in InformationH;
It 8as felt that retailers did not come up 8ith true responses, in several cases the
retailers ans8ered the (uestions 8ith the help of other mem"ers and it 8as mostly in
case of less educated persons.
+inancial ConstraintH;
'he financial aspect, 8hich includes the travelin! cost, cost of administratin!
(uestionnaire and collection of data throu!h other resources 8as also costly.
Constraint re!ardin! the use of techni(ueH;
673
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'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 8ere used to analy?e the data.
C7apter @
"ata #nterpretation
&
%rap7i2al analysis
674
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ANA!$S#S AN" #NTERPRETAT#ON O( "ATA
I. h'ch c$-#!&y> d!'ry #r$d*c" y$* *e
!arag, 5=D
Amul, ==D
0ther, 7
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II. h'ch $/ "he #r$d*c" -$"y y$* $ /$r
32%
20%
48%
28%
25%
47%
38%
2%
50%
3!%
22%
40%
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III. Are y$* !"'/'ed +'"h y$*r #r$d*c"
Hes, ;
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IV. hy !re y$* '&c'&ed "$ y$*r #r$d*c"
!0%
40%
!8%
32%
70%
30%
80%
20%
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satisfied 45>. Price "y consumer mul 37> and no17> and Para! 8ith satisfied 47>
and not satisfied 07>. Pac:in! "y consumer mul 25> and no15> and Para! 8ith
satisfied 15> and not satisfied 25>. uality 8ise mul 65> and no 5> and Para!
8ith satisfied 07> and not satisfied 47>.
RETA#!ER ANA!$S#S
I. I& d!'ry #r$d*c"5 +h'ch c$-#!&y #r$d*c" de-!&d '
h'her
!arag, 6
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#nterpretation3
;0#er ce&" c$&*-er de-!&d /$r A-* d!'ry #r$d*c" J
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#nterpretation3
mul dairy products Pac:in! Style 8ise "y consumer 7>, Para! preferred
27>. /rand preferred "y consumer e.!. 17> mul and 37> Para!. 'aste preferred "y
consumer 0> mul and 32> Para!. Price 8ise "y consumer 07> mul and 47>
Para!.
III. h'ch #r$d*c" $/ A-* ' #re/erred by c*"$-er
32%
20%
48%
28%
25%
47%
38%
2%
50%
3!%
22%
40%
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#nterpretation3
ll consumers Preferred 8ith their product and some consumer chan!e product
'aste "y consumer mul 7> and no27> and Para! 8ith Preferred 45> and not
Preferred 45>. Price "y consumer mul 37> and no17> and Para! 8ith Preferred
47> and not Preferred 07>. Pac:in! "y consumer mul 25> and no15> and Para!
8ith Preferred 15> and not Preferred 25>. uality 8ise mul 65> and no 5> and
Para! 8ith Preferred 07> and not Preferred 47>.
663
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C7apter B
'&d'&5
*e"'$& Jc$&c*'$&
(#N"#N%S
664
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6. 'he company caters to the Indian palate, 8hich is its primary driver of
success. In li!ht of this statement, critically examine the mar:etin! strate!ies
adopted "y mul Para! Dairy to capture a si?ea"le mar:et share of the
or!ani?ed Dairy "ased food Product in India.
2. In the modern competitive scenario, promotion is a :ey element in the
mar:etin! mix of a company. Critically analy?e the promotion strate!ies
adopted "y mul India Pvt. )td. hat other efforts must the company ta:e 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, 8here competitors such
as Para! Dairy are introducin! several innovative products, 8hat measures must
mul ta:e to remain competitiveT Explain in detail.
665
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RECOMMENDATIONS6. Company should have feed "ac: from mar:et and consumer
a"out the Dairy "ased Products.
2. 'he more +lavors of mul Para! Dairy Products should
"ecome in the $ar:et.
3. 'he company provided some small schemes for retailer also.
4. 'he company !ives some !ifts for customer also.
5. 'he company should associate itself 8ith some !ames or
tournaments li:e foot"all, cric:et and so on.
0. Company should provide sponsored seminar mar:et intelli!ence;
Company should maintain the healthy relationship 8ith mar:et distri"ution
channel i.e. 8hole seller, distri"utor, retailers 8hich 8ill "oost the "rand ima!e.
1. Company should chec: the mar:et real position help the trainees
and other survey or!ani?ations.
. Company should launch its 8e"site and use ne8 advertisin!
channels@ i.e.
X 'railer in cinema halls
X
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ANNEKRE
66
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;EST#ONNA#RE
@USOMERH A??RESSH
NAME3 #NCOME3
I. hich company9s dairy product you use
a- Para! "- mul
c- %thers
II. hich of the product mostly you !o forT
a- *hee "- mil:
c- /utter d- cheese
III. re you satisfied 8ith your productT
a- Res "- =o
#ES%=Z
66
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e- ny other
[III. #an: the preferences of consumers for mul K Para! dairy.
Amul ParaG dairy Ot7ers
%7ee
C7eese
"a7i
'utter
Mil:
Ot7ers
622
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COMPARAT#1E ST"$ O( AM! AN" PARA% "A#R$ PRO"CTS
Consumer
Preferen2es
ParaG "airy Amul
%7ee Mil: 'utter C7eese %7ee Mil: 'utter C7e
ese
/< Pri2e F'h F'h F'h F'h L$+ L$+ L$+ L$+
+< ;uality F'h F'h F'h F'h D$$d D$$d D$$d D$$d
6< Taste Be""er Be""er Be""er Be""er D$$d D$$d D$$d D$$d
@< Pa2:inG Style Be""er Be""er Be""er Be""er Be" Be" Be" Be"
'#'!#O%RAPH$
$ar:et #esearch ; )uc: and #u"in
#esearch $ethodolo!y ; C.#. othari
623
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