AU Internship Project Report FORMAT: 1. 2. 3. 4. 5. 6.

. Title Page (format will be given from college) Certificate from Company Certificate from Institution Acknowledgement Table Of Content Company & Product Profile Company Profile Product Profile Company Vision Corporate Objective 7. Organization Structure 8. Functional Areas Departments Of Company Functions of Various Departments 9. SWOT Analys0is SWOT Analysis Awards 10. Special Task Introduction to the Task/Study Objective of the Study Statement of the Problem Limitations of the Study Sampling Method Analysis & Interpretation 11. Suggestions & Conclusion 12. Annexure 13. Bibliography

Table of Content
Sr.No
Company Profile 1 Product Profile 2 Company Vision 3 Corporate Objective 4 Organization Structure 5 Functional Areas 6 Departments Of Company 6.1 Functions of Various Departments 6.2 SWOT Analysis 7 Awards 8 Special Task 9 Introduction to the Task/Study 9.1 Objective of the Study 9.2 Statement of the Problem 9.3 Limitations of the Study 9.4 Sampling Method 9.5 Analysis & Interpretation 9.6 Suggestions & Conclusion 10 Annexure 11 Bibliography 12 6 55 55 5

Content

Page No
2

Company Profile

Milk, The inspiration behind a revolution Over six decades ago the life of a farmer in Kaira was very much like that of farmers anywhere else in India. His income was derived almost entirely from seasonal crops. Many poor farmers faced starvation during off-seasons. Their income from milch buffaloes was undependable. The milk marketing system was controlled by contractors and middlemen. As milk is perishable, farmers were compelled to sell their milk for whatever they were offered. Often they had to sell cream and ghee at a throwaway price. They were in general illiterate. But they could see that the system under which contractors could buy their produce at a low price and arrange to sell it at huge profits was just not fair. This became more noticeable when the Government of Bombay started the Bombay Milk Scheme in 1945. Milk had to be transported 427 kilometers, from Anand to Bombay. This could be done only if milk was pasteurized in Anand.

After preliminary trials, the Government of Bombay entered into an agreement with Polsons Limited to supply milk from Anand to Bombay on a regular basis. The arrangement was highly satisfactory to all concerned except the farmers. The Government found it profitable; Polsons kept a good margin. Milk contractors took the biggest cut. No one had taken the trouble to fix the price of milk to be paid to the producers. Thus under the Bombay Milk Scheme the farmers of Kaira District were no better off ever before. They were still at the mercy of milk contractors. They had to sell their milk at a price the contractors fixed. The discontent of the farmers grew. They went in deputation to Sardar Patel, who had advocated farmers co-operatives as early as 1942.

Sardar Patel reiterated his advice that they should market their milk through a co-operative society of their own. This co-operative should have its own pasteurization plant. His advice was that the farmers should demand permission to set up such a co-operative. If their demand was rejected, they should refuse to sell their milk to middlemen. Sardar Patel pointed out that in undertaking such a strike there should be some losses to the farmers as they would not be able to sell their milk for some time. If they were prepared to put up with the loss, he was prepared to lead them. The farmers deputation readily accepted his proposal. Sardar then sent his trusted deputy, Mr. Morarjibhai Desai, to Kaira District to organize milk co-operative and a milk strike if necessary. Mr. Desai held a meeting in Samarkha village on January 4, 1946. It was resolved that milk producers co-operative societies should be organized in each village of Kaira District to collect

milk from their member-farmers. All the milk societies would federate into a Union which would own milk processing facilities. The Government should undertake to buy milk from the Union. If this wasnt done, the farmers would refuse to sell milk to any milk contractor in Kaira District. The Government turned down the demand. The farmers called a milk strike. It lasted 15 days. Not a drop of milk was sold to the milk merchants. No milk reached Bombay from Anand, and the Bombay Milk Scheme almost collapsed. After 15 days the milk commissioner of Bombay, an Englishman, and his deputy visited Anand, assessed the situation and accepted the farmers demand.

This marked the beginning of the Kaira District Cooperative Milk Producers Union Limited, Anand. It was formally registered on December 14, 1946. Its objective was to provide proper marketing facilities for the milk producers of the district. The Union began pasteurizing milk in June 1948, for the Bombay Milk Scheme just a handful of farmers in two village co-operative societies producing about 250 liters a day. An assured market proved a great incentive to the milk producers in the district. By the end of 1948, 432 farmers had joined village societies, and the quantity of milk handled by the Union had increased to 5000 liters a day. In the early stages, rapid growth brought in its wake serious problems. Their solution provided the stimulus for further growth. For example, as the co-operative movement spread in the district,

it was found that the Bombay Milk Scheme could not absorb the extra milk collected by the Union in winter, when buffaloes yielded an average of 2.5 times their summer yield. Thus by 1953, the farmer-members had no regular market for the extra milk produced in winter. They were again forced to sell a large surplus at low rate to middlemen. The only remedy was to set up a plant to process the extra milk into products like butter and milk powder. The logic of this step was readily accepted by the Government of Bombay and the Government of India, except for a few doubting Thomass. The government of India helped the Union to get financial help from UNICEF and assistance from the Government of New Zealand under the Colombo Plan. Technical aid was provided by F.A.O. A Rs.50 lakh factory to process milk powder and butter was blueprinted. Its foundation stone was laid by the then President of India the late Dr. Rajendra Prasad on November 15, 1954. The project was completed by October 31, 1955, on which day the late Pandit Jawaharlal Nehru, the then Prime Minister of India, declared it open. The new dairy provided a further fillip to the co-operative movement among milk producers. The union was thus enabled to organize more village cooperative societies and to handle more and more milk each year. This event also brought a breakthrough in dairy technology as the products were made processing buffalo milk for the first time in the world. Kaira Union introduced the brand Amul for marketing its product range. The word Amul is derived from Sanskrit word Amulya which means priceless or precious. In the subsequent years Amul made cheese and baby food on a large commercial scale again processing buffalo milk creating a history in the world.

1964 was the turning point in the history of dairy development programmer in India. Late Shri Lal Bahadur Shastri, the then Prime Minister of India who visited Anand on 31s October for inauguration of Amuls Cattle Feed Plant, having spent a night with farmers of Kaira and experiencing the success wished and expressed to Mr Kurien, then the General Manager of Amul that replicating Amul model throughout our country will bring a great change in the socioeconomic conditions of the people. In order to bring this dream into reality, 1965 The National Dairy Development Board (NDDB) was established at Anand and by 1969-70 NDDB came out with the dairy development programmer for India popularly known as Operation Flood or White Revolution. The Operation Flood programmer, even today, stands to be the largest dairy development programmer ever drawn in the world. This saw Amul as model and this model is often referred in the history of White Revolution as Anand Pattern. Replication of Anand Pattern has helped India to emerge as the largest milk producing nation in the world.

Gujarat Co-operative Milk Marketing Federation Ltd (GCMMF)

About Us 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.9700 crores(US $ 2 billion). We manufacture and market a wide range of dairy products in India and abroad under the brand names of Amul and Sagar. GCMMF has 35 affiliated dairy plants with a total milk handling capacity of 13 million litres per day. The total milk drying capacity is 600 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 Bread spreads, 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 13 awards consecutively from APEDA, Govt of India. ompany Profile Basic Information Company Name: Business Type: Product/Service (We Sell): Amul India (Gujarat Co-operative Milk Marketing Federation Ltd.) Manufacturer Infant Milk Food, Skimmed Milk Powder, Butter, Cheese (Cheddar, Mozzarella, Emmental, Gouda),Cheese spreads, Ghee, Condensed Milk, Chocolates, malted milk food, Bread spreads, fresh milk, UHT milk, Ice-cream Amul Dairy Road

Address:

Number of Employees: 501 - 1000 People Company Website URL: Ownership & Capital Year Established: 1973 http://www.Amul.com

Legal B M Vyas Representative/Business Owner:

Trade & Market Main Markets: North America South America Eastern Europe Southeast Asia Africa Oceania Mid East Eastern Asia Western Europe South Asia Above US$100 Million 1% - 10%

Total Annual Sales Volume: Export Percentage: Factory Information No. of R&D Staff: Contract Manufacturing:

Above 50 People OEM Service Offered

LOGO OF THE AMUL

Logo of AMUL is a ring of four hands, which are co-coordinated each other. The actual meaning of this symbol is co-ordination of hand of different people by whom this union is now at top

FIRST HAND Is for farmers (producers), without whom the organization would not be existed. Farmers are the inspiration of the AMUL-taste of India. SECOND HAND Is for the representatives of processors by whom the raw milk processed into different finished products. THIRD HAND Is for marketers without whom the products would not been able to reach to the customers. FOURTH HAND Is for customers without whom the organization could not carry on because they are the people who consume the products.

Product Profile

AMUL PRODUCT LIST

1. Bread Spread : Amul Butter Amul Lite Low Fat Breadspread Amul Cooking Butter 2. Sweets : Amul Kesar Peda Amul Kaju katri. Amul Malai Peda. 3. Cheese Range : Amul Pasteurized Processed Cheddar Cheese Amul Processed Cheese Spread Amul Pizza (Mozarella) Cheese Amul Shredded Pizza Cheese Amul Emmental Cheese Amul Gouda Cheese Amul Malai Paneer (cottage cheese) Utterly Delicious Pizza

4.Mithaee Range : Amul Shrikhand (Mango, Saffron, Almond Pistachio, Cardamom) Amul Amrakhand Amul Mithaee Gulabjamuns Amul Mithaee Gulabjamun Mix Amul Mithaee Kulfi Mix

5.Milk Range : Amul Taaza 1.5% fat Milk Amul Shakti 3% 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

6. Pure Ghee : Amul Pure Ghee Sagar Pure Ghee Amul Cow Ghee 7.Infant Milk Range : Amul Infant Milk Formula 1 (0-6 months) Amul Infant Milk Formula 2 ( 6 months above) Amul spray Infant Milk Food 8.Milk Powders : Amul Full Cream Milk Powder Amulya Dairy Whitener Sagar Skimmed Milk Powder Sagar Tea and Coffee Whitener

9.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

10.Amul Ice-Cream : Royal Treat Range (Butterscotch, Rajbhog, Malai Kulfi) Nut-o-Mania Range (Kaju Draksh, Kesar Pista Royale, Fruit Bonanza, Roasted Almond) Nature's Treat (Alphanso Mango, Fresh Litchi, Shahi Anjir, Fresh Strawberry, Black Currant, Santra Mantra, Fresh Pineapple)

 Sundae Range (Mango, Black Currant, Sundae Magic, Double Sundae) Assorted Treat (Chocobar, Dollies, Frostik, Ice Candies, Tricone, Chococrunch, Megabite, Cassatta) Utterly Delicious (Vanila, Strawberry, Chocolate, Chocochips,Cake Magic) 11.Chocolate and Confectionary : Amul Milk Chocolate Amul Fruit & Nut Chocolate 12.Brown Beverage : Nutramul Malted Milk Food 13.Milk Drink : Amul Kool Flavoured Milk (Mango, Strawberry, Saffron,Cardamom, Rose, Chocolate) Amul Kool Cafe Amul Kool Koko Amul Kool Millk Shaake (Mango, Strawberry, Badam, Banana) 14.Health Beverage : Amul Shakti White Milk Food 15.Ready to Serve Soups : Masti Tomato Soups Masti Hot and Sour Soups 16. Snacks : Amul Gaathiya

Company Vision

 Vision OF AMUL Vision of Amul was to provide and vanish the problems of farmers (milk producers) of their livelihood. The Amuls apparition was to run the organization with the cooperation of four hands which are the farmers, the representatives, the marketers and the customers.

AMULS Quality policy We the motivated and devoted work force of AMUL are committed to produce whole some and safe food of excellent quality to remain market leader through deployment of quality management system, state-of-art technology innovation and eco-friendly operation to achieve delightment of customer and betterment of milk production

Corporate Objective

 Mission of AMUL
The main mission of Amul is to help farmers. Farmers were the foundation stone of Amul. The system works only for farmers and for consumers, not for profit. The main aim of Amul is to provide quality products to the consumer at minimum cost. The goal of Amul is to provide maximum profit in terms of money to the farmer

ORGANIZATION PROFILE

Name:
KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS UNION LTD.ANAND

Brand Name:
Amul

Form:
Co-Operative sector registered under the co-operative society act.

Location:

Amul Dairy, Amul Dairy Road, Anand, Gujarat, India.

Registration:
14th December 1946

Registered Office:
Kaira District Co-operative Milk Procedures Union Limited, Anand

Initial Promoters:
Shri Tribhuvandas Patel Shri Moralji Desai

Size:
Productions of different products are on large scale, besides the Whole organization IS also very large, collecting ------ lakhs litters milk everyday and producing milk product

Office Time:
10:45 a.m. to 5:45 p.m.

Total manpower:
Approximately 1330

Total No. Of Shifts:

There are three shifts. 1st Shift Time: 8:30 a.m. to 4:30 p.m.

2nd Shift Time: 4:30 p.m. to 12:30 a.m. 3rd Shift Time: 12:30 a.m. to 8:30 a.m.

Village Co-operative Societies:

1073

Total No. Of Society Members:

615415

Members:
13 district co-operative milk producers Union

Annual Milk Collection:

279 million

Bankers:
The Kaira District Co-operative Bank Ltd. Axis Bank State Bank of India Bank of Maharashtra Corporation Bank Bank of Baroda Bank of Saurashtra

Plants: 1. Anand Plant

Anand plant is the main plant. Most of the raw-milk is procured here. Products being manufactured here are butter, flavored milk, ghee, milk powder and baby food.

2. Mogar Plant
It is situated on Anand- Vadodara national highway no.8. It produces chocolates, Nutramul, Amul lite and Amul Ganthia.

3. Kanjari Plant
Cattle feed is produced here.

4. Khatraj Plant
This Plant is situated between Nadiad and Mhemdabad highway. Cheese is produced here.

Organization Structure

B.O.D

Chairman Managing Director General Manager

Assistant General Manager Manager

Deputy Manager

Assistant Manager

Board of Directors:
Shri Ramsinh Prabhatsinh Parmar Chairman Shri Rajendrasinh Dhirsinh Parmar Vice-Chairman Shri Bhaijibhai Amarsinh Zala Director Smt. Madhuben Dharmsingh Parmar Director Shri Dhirubhai Amarsinh Chavda Director Shri Pravinsinh Fulsinh Solanki Director Shri Mansinh Khoyabhai Chauhan Director

Shri Shivabhai Mahijibhai Parmar Director Shri Ranjitbhai Kantibhai Patel Director Shri Chandubhai Madhabhai Parmar Director Shri Maganbhai Gokalbhai Zala Director Smt. Saryuben Bharatbhai Patel Director Shri Bipinbhai Manishankar Joshi Director

Auditors:
Mr. B B Bhabhor Special Auditor, Milk Union, Anand.

Functional Areas

Departments of Company

Finance Department

Production Department

Marketing Department

Sales & Purchase Department

Personnel Department

Senior Manager

Senior Manager

Senior Manager

Senior Manager

Senior Manager

Finance Manager

Production Manager

Marketing Manager

Sales & Purchase Manager

Personnel Manager

Accountant

Officers

Marketing Executive

Officers

P.R.F

Officer

Supervisor

F.S.R.

Salesmen

Executive

Awards

ET-Corporate Citizen Award of the Year 2010-11 to GCMMF Amul receives Green Globe Foundation Award Dr. V.Kurien honoured with Life Time Achievem nt Award GCMMF receives Srishti's G-Cube Award 2010 Amul Bags International Dairy Federation Award Amul Bags Srishti G-cube Award For Good Green Governance 2009 Amul Pro-Biotic Ice-cream Gets No. 1 Award At World Dairy Summit Amul Pro-Biotic Ice-cream Gets No. 1 Award At World Dairy Summi Ramkrishna Bajaj National Quality Award - 2003 Qimpro Gold Standard Award 2003

Vidya Awards
Amul Vidya Shree Award

Amul Vidya Bhushan Award

Special Task
A STUDY DONE ON MARKETING MIX OF BAKERY PRODUCTS OF AMUL ON VADODARA

Introduction

MARKETING MIX
In order to achieve marketing objectives, you need to have to a strategy that includes different elements the various part of the marketing mix. A mix means that the balance has to be right between the different element. It is easy assume that one part of the mix is wrong. When in fact it is another. For example, if take-up of a newly-priced service is poor, it could be that the answer is to change the service, or to deliver it a way that is more convenient to the user, or to improve the quality of the promotion(rather than to cut the price). McCarthy identified the four Ps of the marketing mix:

Product:
Defining the characteristics of the product or service to meet the customers need.

Price:
Deciding on a pricing strategy. Even if the company decides not charge for a service, it is useful to realize that is still a pricing strategy. Identifying the total cost to the user is a part of the price element.

Promotion:
This includes advertising, personal selling, sale promotions, and atmospheric impression by many marketing people.

Place or distribution:

Looking at location and where a service is delivered

ELEMENTS OF MARKETING MIX DECISION

THE MARKTETING MIX

These four Ps are the parameters that marketing manger can control, subject to the internal and external constraints of the marketing environment. The goal is to make decision that center the four Ps on the customers in the target market in order to create perceived value and generate a positive response.

Product Decisions
The term product refers to tangible, physical product as wall as services, here are some examples of the product decisions to be made: Band name Functionality Styling Quality Safety

Packaging Repairs and support Warranty Accessories and services

Price Decisions
Some examples of pricing decisions to be made include: Pricing strategy (skim, penetration, etc.) Suggested retail price Volume discounts and wholesale pricing Cash and payment discounts Seasonal pricing Bundling Price flexibility Price discrimination

Place or Distribution Decision

Distribution is about getting the products to the customer. Some of distribution decisions include: Distribution channels Market coverage (inclusive, selective, or exclusive distribution) Specific channel members Inventory management Warehousing Distribution centers Order processing Transportation Reverse logistics

Promotion Decisions
In the context of the marketing mix, promotion represents the various aspects of marketing communication that communication of information about the product with the goal of generating a positive customer response. Marketing communication decision include :

Promotional strategy (push, pull, etc.) Advertising Personal selling & sales force Sales promotions Public relations & publicity Marketing communication budget

Limitation of the Marketing Mix Framework

The marketing mix framework was particularly useful in the early of the marketing concept when physical products represented a larger portion of the economy. Today, with marketing getting more integrated into organizations and with a wider variety of products and markets, some authors have attempted to extend its usefulness by proposing a fifth P, such as packaging, people, process, etc. Today however, the marketing mix most commonly remains based on the 4 Ps. despite its limitation and perhaps because of its simplicity, the use of this framework remains strong and many marketing textbooks have been organized around it.

OBJECTIVE OF STUDY
One should be clear objective before commencing any activity. If the objective Of the study are clear about research. Objectives are divided into two sections;
(1)Main Objective

(2) Secondary Objective The main objective of research was to find out product awareness in public and get their opinions about the product. know about the prospective customer of the products. To find out a customer who buy the products. To know about buying habits of customer and preference of customers. To know about the factors influencing the purchase decision of customers.

 To find out best media for effectiveness of the advertising.

RESEARCH METHODOLOGY
INFORMATION NEED To conduct consumer survey needs of primary Data and Secondary Data are off to be meet. Following are some aspect of the project in which data needs to meet; Information about brand awareness among public. The effective source of public awareness of the company. The best suitable media. Prospective buyers. Buying habits of the customer. PRIMARY DATA The Primary Data are the data which are obtained by the researcher himself and then are recorded and used by himself for his research there data are the first hand obtained and used by him. These data are the data which are gathered for specific purpose and not available anywhere else they are original data collected by the researcher himself. METHOD OF OBTAINING PRIMARY DATA (1)Survey Technique or Approach: Personal interview filed survey. (2)Experimental Research:

 Survey. METHOD OF OBTAINING SECONDARY DATA

(1)From Kottler and Keller

4Ps Marketing Mix. Segmentation. MARKETING MIX The major marketing management decision can be classified in one of the following four categories; PRODUCT PRICE PLACE PROMOTION

These variables are known as the marketing mix or the 4 Ps of marketing. They are the variables that marketing managers can control in order to best satisfy customers in the target market. The marketing mix is portrayed in the following diagram; The firm attempts to generate a positive response in the target market by blending these four marketing mix variables in an optimal Mann MARKET SEGMENTATION
MARKET SEGMENTATION is the process in marketing of grouping a marketing (i.e customers) into smaller subgroups. These markets segment are often termed niche markets or specialty markets. These segments are fairly homogeneous in their attitude about certain variables. Because of this intragroup similarity, they are likely to respond somewhat similarly to a given

marketing strategy. Thats, they are likely to have similar feeling and ideas about a marketing mix comprised of a given product or service The purpose of segmentation is to identify and target primary customer groups.
MARKET SEGMENTATION OF AMUL BAKERY PRODUCT

Homogeneity within the segment. Heterogeneity Between segments. Segments are measurable and identifiable. Segment accessible and actionable. Segment is large enough to be profitability.

Analysis & Interpretation

A STUDY DONE ON MARKETING MIX OF BAKERY PRODUCT OF AMUL ON VADODARA

BAKERY PRODUCT OF AMUL

Amul Sandwich Bread.
Soft and fresh sandwich bread Available in 200gm, 300gm, 400gm, 600gm & 800gm.

Amul Milk Bread

Full of goodness of amul milk. It contains milk Proteins/whey proteins and works as a delectable and nutritious alternative to regular bread. Available in 200gm pack

Amul Fruity Bread.

Filled with the goodness of candied tutty fruity and Natural Orange Oil. It works as an ideal school snack or tea-time treats for little ones. Available in 100gm & 200gm pack

Amul Wheat Bread

Made form High Quality pure Wheat (atta). It contains 80% wheat floor Available in 200gm, 400gm, pack

Amul Multigrain Bread.

Extra rich wholesome bread. Blend of ten types of grains/seeds floor. Available in 250gm pack

Auml Bun
Enjoy with butter or make a burger Available in 100gm, 200gm & 400gm pack

Amul Bhaji pav Bun..

Enjoy with Bhaji & amul butter Available in 100gm, 200gm & 400gm pack

Auml Butter Cookie..

Made form Real Amul butter

Amul Chocolate Cookies.

Made form real chocolate Available in 56gm, 100gm, 200gm

Brand name: Amul

Styling : There are different types of style of bakery products. Quality : Amul bakery products are best in quality compare to bakery products of other company. Safety : Best quality ingredients , Hygiene manufacturing process. Packaging : All bakery products packing is properly sealed, air tight, tin packing and box packing. Warranty : Company does not provide any kind of warranty on bakery products. Services : In a bakery product daily services are provided. Pricing objectives of amul : Survival. Capture target share. To provide service to all income.

Pricing table of amul bakery products Product Pack Size Max. Retail Price Sandwich Bread 200 gm. Sandwich Bread 300 gm. Sandwich Bread 400 gm. Sandwich Bread 600 gm. Sandwich Bread 800 gm. Milk Bread 200 gm. Fruity Bread 100 gm. Wheat Bread 200 gm. Wheat Bread 400 gm. Multigrain Bread 250 gm. Bun 100 gm. Bun 200 gm. Bun 400 gm. Bhaji Pav Bun 100 gm. Bhaji Pav Bun 200 gm. Bhaji Pav Bun 400 gm. Butter Cookie 56 gm. Butter Cookie 100 gm. Butter Cookie 200 gm. Chocolate Cookie 56 gm. Chocolate Cookie 100 gm. Chocolate Cookie 200 gm.

Suggested retail price

Volume discounts and wholesale pricing Cash and payment discounts Seasonal pricing Bundling Price flexibility Price discrimination

A m u l - P l a c e

Channels Coverage Assortments Locations Inventory Transport Its supply chain one of the most complicated in the world. Amul has plans to create a large chain of such outlets to be managed by franchisees throughout the country.

Online (Internet): Amul cyber store Icecrem cyber store Direct retailing through "Amul Utterly Delicious" parlours : Major cities Ahmedabad, Bangalore, Baroda, Delhi, Mumbai, Hyderabad and Surat. Presently 1,500 parlours and plan to open 10,000 of them by 2010 Retailers: Currently online are Chennai and Calcutta

Wholesalers: P r o d u c e r C o - o p e r a t i v e s : Th i s t yp e o f d i s t r i b u t i o n o r g a n i z a t i o n i s f o r me d by agricultural producers for selling their produce in the local market. Network of over 3,500 distributors Channel

Area Covered: Vadodara. Research Type: Descriptive Research. Study Type: Primary & secondary Study. Method Employed: Retailer to Retailer & customers Survey with Questionnaire and Feedback. Sampling Technique: Random Sampling Sample Size for Retailer: 164 Description: This is a research carried out to understand consumer behavior toward bakery product of amul. What kind of bakery product usually they purchase, what factory they consider before purchasing, what is the normal weight of the pack they buy, they like amul Bakery product, etc. All this information would enable Amul to understand consumers better .What area Amul should focus more on to increase consumer base.

Retailer feedback
1. Do you sell bakery Products?
Yes No 78% 22%

22%
Yes No

78%

INTERPRETIATION:We see that 78% of the retailer sell bakery products and 22% retailer are not sell bakery products. This is shows that there is a scope for amul to growth there bakery &sweets product

2. For brand.
Super Bakers India Amul Britannia Others 49% 30% 8% 13%

13% 8% 49% 30%

Super Bakers India Amul Britannia Others

INTERPRETIATION:We can see that mostly bakery products are sold by super bakers India ltd in Vadodara and Amul is the throt cut competitor of super bakers.

3. Which type of bakery products are you sells? ( on the basis of per Retailer )

Breads Buns Toasts Cookies

86% 68% 38% 18%

18% 38%
Breads

86%

Buns Toasts

68%

Cookies

INTERPRETIATION:In Vadodara, mostly retailers are sales Buns and Breads.

4. Which types of Amul bread you sell? ( on the basis of per Retailer )

Amul Sandwich Bread Amul Milk Brad Amul Fruity Brad Amul Wheat Bread Amul Multigrain Bred

78% 64% 26% 68% 37%

37% 78% 38% 64% 26%

Amul Sandwich Bread Amul Milk Brad Amul Fruity Brad Amul Wheat Bread Amul Multigrain Bred

INTERPRETIATION:The retailers mostly requires to sell Amul sandwich Breads and Amul wheat Breads.

5. Do you sell Cookies ?

Yes No 60% 40%

40%

Yes
60%

No

INTERPRETATION : 60% retailers are sales Cookies.

6. Which brands cookies do you sells? ( on the basis of per retailers )

Sun feast cookies Oreo cookies Good day cookies Amul cookies Parle cookies

45% 30% 80% 15% 85%

45% 85% 30% 15%

Sun feast cookies Oreo cookies Good day cookies Amul cookies

80%

Parle cookies

INTERPRETATION : Majority of retailers are sales Good day cookies and Parle cookies because there is less awareness about Amul cookies among the customers.

7. Do you sell Amul cookies?

Yes No 35% 65%

35%
Yes No

65%

INTERPRETATION : Only 35% are sales Amul cookies because there is less awareness about it among the customers.

8. If yes, which kind of cookies do you often sell?

Butter Cookies Chocolate Cookies

70% 30%

30%

Butter Cookies Chocolate Cookies

70%

INTERPRETATION: Majority of retailers sales Amul butter cookies.

1. From where do you purchase Amuls bakery products? Amul parlors Provision store General store Dairy 25% 15% 15% 45%

25% 45% 15% 15%

Amul parlors Provision store General store Dairy

INTERPRETATION : Mostly customers buys bakery products from dairy

2. Which brand bread do you often purchase?

Amul Bread Super Bread Britannia Others 32% 48% 12% 8%

3. Which brands cookies do you often purchase? Sun feast cookies Oreo cookies Good day cookies Amul cookies 45% 55% 85% 45%

100% 80%
Sun feast cookies

60% 40% 20% 0%

Oreo cookies Good day cookies Amul cookies

FINDING
Amul provide bakery product in very large and more costly. Amul bakery product promotion is not good. Consumers dont know about all amul bakery products.

 Delivery is not effective as well as not on time in store. Amul bakery product is so costly than another bakery product. The packaging should be more attractive and alternative. Most retailer is says that amul does not provide replacement, and less margin than another product and bad service.

SUGGESTIONS
Amul bakery product should be launch in more small size. More type of sweets are provide to the consumer. Cookies Price should be reasonable. Amul should focus on bakery product promotion. Different price for local and out of station place. If amul offer retailers more margin on products and good service to suppliers both customer and retailer can be satisfied.

CONCLUSION
Amul is a brand is quite reputed it should leverage that brand name for the existing product and also for the new launches. Amul should try something new in sweets product. Amul another product cover the whole market.

 Amul should maintain their quality and image in the market.

Bibliography
www.amul.com www.amuldairy.com http://toi.amul.com