Amul Essay 9

CONTENTS 1. neckledgeableness 1. history 2. the three- degree amul model 2. Objectives of Study 3. enquiry methodology 4. Review of Literature 5. trade Analysis 6. Limitations 7. Conclusion 8. Scope Of advance 9. Bibliography 1. INTRODUCTION Amul (AMUL means priceless in Sanskrit. The injury rear Amul, from the Sanskrit Amoolya, was suggested by a reference control expert in Anand. ), exerci spill in 1946, is a dairy farm farm farm accommodativeinIndia. It is abrand bid man aged by an peak co-op organisation, Gujarat Co-operative draw mart confederacy Ltd. (GCMMF), which the wish hearty a shot is jointly ingested by both(prenominal) 2. million draw producers inGujarat, India. AMUL is establish inAnand,Gujarat and has been an example of a co-operative organizations victor in the long term. It is one of the crownwork hat examples of co-operative achievement in the developing economy. Anyone who has seen, the dairy accommodatings in the state of Gujarat, espe ci on the wholey the passing triumphful one admitn as AMUL, will natur aloney wonder what gang of influences and incentives is gather uped to multiply such(prenominal)(prenominal) a model a thousand generation oer in developing realms e trulywhere. TheAmul physiquehas established itself as a unambiguously appropriate model for campestral learning.Amul has spurred the exsanguine Revolution of India, which has made India the largest producer of draw and take out crops in the world. It is as well the worlds biggest vegetarian lay off brand. Amul is the largest food brand in India and worlds Largest Pouched draw Brand with an annual disturbance of US $1050 million (2006-07). currently marriages making up GCMMF save 2. 8 million producer processs with draw sight ordinary of 10. 16 million litres per sidereal mean solar day. as well India, Amul has entered overseas foodstuffs such as Mauritius,UAE,USA,Bangladesh,Australia,China,Singapore,Hong Kongand a few S outhAfri dealcountries.Its squeeze to enterJapanese commercialise in 1994 did non succeeded, nevertheless now it has immaterial plans entering the Japanese markets. other(a) dominance markets being considered includeSri Lanka. Dr Varghese Kurien, abidanceer lead of the GCMMF, is recognised as a bring out person behind the success of Amul. On 10 Aug 2006Parthi Bhatol, professorship of the Banaskantha uniting, was elected chairman of GCMMF. 1. 1HISTORY The Gujarat conjunctive draw trade fusion Ltd, Anand (GCMMF) is the largest food products marketing organisation of India. It is the apex organization of the dairy reconcilings of Gujarat.This State has been a pioneer in organizing dairy cooperatives and our success has not only been emulated in India only when serves as a model for consist of the World. Over the last five and a half decades, dairy joints in Gujarat bewilder dod an economic ne dickensrk that links often than 2. 8 million hamlet take out produc ers with millions of conveyrs in India and abroad with a cooperative system that includes 13,141 sm either town dairy accommodating Societies (VDCS) at the settlement level, consort to 13 District Cooperative milk Producers federations at the District level and GCMMF at the State level.These cooperatives collect on an average 7. 5 million litres of milk per day from their producer members, more than 70% of whom ar small, marginal farmers and landless labourers and include a sizeable population of tribal kin and spate belonging to the scheduled castes. The rompover of GCMMF (AMUL) during 2008-09 was Rs. 67. 11 billion. It markets the products, produced by the district milk unions in 30 dairy fixs, low the renowned AMUL brand name. The combined touch capa city of these institutes is 11. 6 million litres per day, with cardinal dairy sows having touch on capacity in excess of 1 million Litres per day.The farmers of Gujarat own the largest state of the art dairy plant in Asia M opposite Dairy, Gandhinagar, and Gujarat which dirty dog wangle 2. 5 million litres of milk per day and process century MTs of milk mill unremarkable. During the last year, 3. 1 billion litres of milk was collected by Member coalescences of GCMMF. big capacities for milk drying, product manufacture and oxen feed manufacture take a leak been installed. each(prenominal) its products be manufactured under the most hygienic conditions. All dairy plants of the unions be ISO 9001-2000, ISO 22000 and HACCP certified.GCMMF (AMUL)s kernel Quality worry ensures the quality of products right from the starting signify (milk producer) through the value chain until it reaches the consumer. incessantly since the movement was entraped fifty-five years ago, Gujarats Dairy Cooperatives have brought active a signifi erectt social and economic adjustment to our rural tidy sum. The Dairy Cooperatives have helped in ending the exploitation of farmers and demonstrated that wh en our rural producers benefit, the community and nation benefits as well. The Gujarat Cooperative take out Marketing confederacy Ltd. cannot be viewed simply as a dividing line enterprise.It is an institution created by the milk producers themselves to principally safeguard their interest economically, socially as well as democratically. Business ho spends create profit in order to circularise it to the sh arholders. In the case of GCMMF the overplus is plow back to farmers through the District hearts as well as the village societies. This circulation of superior with value addition within the grammatical construction not only benefits the final benefactive role the farmer plainly eventually contributes to the development of the village community. This is the most significant sh atomic number 18 the Amul Model cooperatives have made in building the Nation. . 2the three-tier Amul model The Amul Model is a three-tier cooperative structure. This structure consists of a D airy Cooperative Society at the village level affiliated to a take out Union at the District level which in turn is further merge into a draw Federation at the State level. The supra three-tier structure was set-up in order to delegate the un resembling functions milk collection is done at the crossroads Dairy Society, draw procurance & touch on at the District milk Union and Milk & Milk Products Marketing at the State Milk Federation.This helps in eliminating not only internal competition but dealwise ensuring that economies of scale ar achieved. As the above structure was early evolved at Amul in Gujarat and there after(prenominal) replicated all over the country under the Operation alluvium Programme, it is contendn as the Amul Model or Anand Pattern of Dairy Cooperatives. Responsible for Marketing of Milk & Milk Products Responsible for procural & biddinging of Milk Responsible for line of battle of Milk Responsible for Milk Production. Village Dairy Cooperative Society (VDCS)The milk producers of a village, having surplus milk after own consumption, come together and form a Village Dairy Cooperative Society (VDCS). The Village Dairy Cooperative is the elemental society under the three-tier structure. It has rank of milk producers of the village and is governed by an elected counseling Committee consisting of 9 to 12 elected vocalizations of the milk producers based on the principle of one member, one vote. The village society further appoints a deposit (a paid employee and member secretary of the Management Committee) for heed of the casual functions.It also employs various tribe for assisting the Secretary in accomplishing his / her daily duties. The main functions of the VDCS ar as follows ? aggregation of surplus milk from the milk producers of the village & stipendment based on quality & quantity ? Providing support function to the members like veteran First Aid, Artificial Insemination purifyments, cattle-feed gross rev enue, mineral mixture gross revenue, viands & fodder seed sales, conducting cultivation on Animal agribusiness & Dairying, and so forth ? Selling liquified milk for local consumers of the village ? Supplying milk to the District Milk UnionThus, the VDCS in an independent entity managed locally by the milk producers and assisted by the District Milk Union. District Cooperative Milk Producers Union (Milk Union) The Village Societies of a District (ranging from 75 to 1653 per Milk Union in Gujarat) having surplus milk after local sales come together and form a District Milk Union. The Milk Union is the second tier under the three-tier structure. It has social status of Village Dairy Societies of the District and is governed by a Board of managing directors consisting of 9 to 18 elected representatives of the Village Societies.The Milk Union further appoints a professional Managing film director (paid employee and member secretary of the Board) for management of the day-to-day fun ctions. It also employs various multitude for assisting the Managing Director in accomplishing his / her daily duties. The main functions of the Milk Union atomic number 18 as follows ? Procurement of milk from the Village Dairy Societies of the District. ? lay deportation of raw milk from the VDCS to the Milk Union. ? Providing input services to the producers like Veterinary C argon, Artificial Insemination services, cattle-feed sales, mineral mixture sales, fodder & fodder seed sales, etc. Conducting learn on Cooperative Development, Animal tillage & Dairying for milk producers and conducting specialised dexterity development & Leadership Development training for VDCS staff & Management Committee members. ? Providing management support to the VDCS along with regular oversight of its activities. ? Establish Chilling Centres & Dairy Plants for processing the milk received from the villages. ? Selling liquid milk & milk products within the District. ? Process milk into variou s milk & milk products as per the indispensability of State Marketing Federation. ? Decide on he prices of milk to be paid to milk producers as well on the prices of support services provided to members. State Cooperative Milk Federation (Federation) The Milk Unions of a State be federated into a State Cooperative Milk Federation. The Federation is the apex tier under the three-tier structure. It has membership of all the cooperative Milk Unions of the State and is governed by a Board of Directors consisting of one elected representative of each Milk Union. The State Federation further appoints a Managing Director (paid employee and member secretary of the Board) for management of the day-to-day functions.It also employs various mess for assisting the Managing Director in accomplishing his daily duties. The main functions of the Federation ar as follows 1. Marketing of milk & milk products processed / manufactured by Milk Unions. 2. Establish distribution network for marketing o f milk & milk products. 3. Arranging transportation of milk & milk products from the Milk Unions to the market. 4. Creating & maintaining a brand for marketing of milk & milk products (brand building). 5. Providing support services to the Milk Unions & members like Technical Inputs, management support & consultative services. . Pooling surplus milk from the Milk Unions and provide it to deficit Milk Unions. 7. Establish feeder-balancing Dairy Plants for processing the surplus milk of the Milk Unions. mmon purchase of raw materials gived in manufacture / packaging of milk products. The dairy industry in India and particularly in the State of Gujarat looks very dissentent. India for one has emerged as the largest milk producing country in the World. Gujarat has emerged as the most successful State in terms of milk and milk product production through its cooperative dairy movement.The Kaira District Cooperative Milk Producers Union Limited, Anand has become the focal point of dairy development in the entire region and AMUL has emerged as one of the most recognise brands in India, ahead of many inter guinea pigistic brands. Today, we have well-nigh 176 cooperative dairy Unions formed by 1,25,000 dairy cooperative societies having a total membership of around 13 million farmers on the analogous pattern, who be processing and marketing milk and milk products profitably, be it Amul in Gujarat or Verka in Punjab, Vijaya in Andhra Pradesh or a Nandini in Karnataka.This entire process has created more than 190 dairy processing plants spreading all over India with large investments by these farmers institutions. These cooperatives today collect approximately 23 million kgs. of milk per day and pay an aggregate amount of more than Rs. one hundred twenty-five billion to the milk producers in a year. 2. OBJECTIVES OF STUDY 1. To ascertain the utileness of advertisements towards the sales of Amul coffee berry. 2. To distinguish the range of products, offered by t he company. 3. To know the relationship of sales with the advertisement. 4. To know sensory faculty of raft towards Amul deep browns. 5.To know which advertisement cats-paw is mostly favored by concourse. 6. To know the likeence of Amul coffee berrys with comparison to other matched brands. 7. To know the factors which affects consumers obtaining deportment to purchase cocoas. 8. To know the market aim of AMUL as a brand. Plants First plant is at ANAND, which is engaged in the manufacturing of milk, butter, ghee, milk powder, flavoured milk and buttermilk. pic Second plant is at MOGAR, which engaged in manufacturing chocolate, Nutramul, Amul Ganthia and Amul lite. pic Third plant is at Kanjari, which produces cattelfeed. pic Fourth plant is at Khatraj, which engaged in producing cheese. pic Today, twelve dairies are producing different products under the brand name Amul. Today Amul dairy is no. 1 dairy in Asia and no. 2 in the world, which is matter of proud for Gujar at and unanimous India. 3. RESEARCH METHODOLOGY There are two witnesss hired for methodology 1. uncomplicated sources 2. Secondary sources Primary sourcesA primary source is the most direct bulge you can figure the entropy you compliments to write about. For example, Census. gov would be an article expatiate the number would not be considered primary. nigh other examples of primary sources are helpmate reviewed research publications, journals, diaries, legal documents, government records, authoritative maps, photographs, original manuscripts, institutional records, or national archives. Secondary sourcessecondary source of knowledge is one that was createdlaterby somebody . Examples of secondary sources include literary criticism, biographies, encyclopaedia articles, and journal articles critiquing the work of others. There are of two types 1. Internal sources publish broachers, formal reports etc. 2.External sources periodicals, journals, discussionpapers, internet. RESEARCH hassle Increase the advisedness level of AMUL CHOCOLATE. look for the general perception of consumer towards AMUL CHOCOLATE. To find the exercise of AMUL CHOCOLATE vis-a-vis other brands. To know the consumer psyche and their behaviour towards AMUL CHOCOLATE. Information requirement First, I had to know about all the enemys present in the chocolate portion (Reputed and well established brands as well as Local brands). Before dismissal for the aspect I had to know the comparative degree prices of all the competitors existing in the market. Since chocolate is a product that attracts children and youngsters hence I had to trace the market and segment it, which primarily deals with hoi polloi of various age classifys. As chocolate is different product, the main reading needed is the various types of chocolates available in the market, their calorific value and various other facts. As Amul chocolate advertisements are generally done through hoardings but on television the advertisement is being telecasted by the bye and on the correct time or not. AMUL CHOCOLATE is made from Sugar, drinking chocolate butter, Milk Solids, coffee tree mass.Composition Milk rich 2% Sugar 55% Total Fat 32. 33% (Milk Fat + Cocoa Fat) Cocoa Solids 7. 5% Milk Solids 20% RESEARCH INSTRUMENT apply flesh out If one wants to know what type of dentifrice people use, what they think of, television commercials, or why they bargain for particular brands of cars, the natural action is to ask them. Thus, the questionnaire method has come to be the more widely used of the two data collection method. A questionnaire consists of itemization of questions to be asked from the respondents and the space provided to record the serve up / responses.Questionnaire can be used for the individualised interviews, focus groups, mails and telephonic interviews. The choice among these alternatives is mostly determined by the type of information to be obtained and by the type of respondents from whom it is to be obtained. The common factor in all varieties of the questionnaire method is this reliance on literal responses to question, written or oral. Questionnaire in the witness consists of ? Multiple choice questions ? Dicthomus MULTIPLE prime(a) QUESTIONS Questions of this type offer the respondents an alternative to occupy the right answer among others.It is faster, time salve and less dark. It also simplifies the tabulating process. OPEN expiry QUESTIONS In this type respondents are unaffixed to answer in their own spoken communication and express the ideas they think are relevant, such questions are faithful as first questions or opening questions. They affirm the motif and obtain general reaction. DICTHOMUS These are the questions which are Boolean in nature. These answers are fair and respondents have to answer them in a straight way. That means the answer can only be either Yes or No. SAMPLING TECHNIQUE USED & SAMPLE SIZE 1 .Sampling technique Non probability sampling 2. Sample social unit commonwealth who buy chocolates available in retail outlets, superstores, etc 3. Sample size 100 respondents (Age ranging mingled with 15 yrs to 65 yrs) 4. Method Direct interview through questionnaire. 5. data analysis method Graphical method. 6. study of survey Delhi 7. Timing of survey 9. 00 am to 12. 30 pm and 5. 00 pm to8. 00 pm. The package used for compiling of records and analysing the data is Microsoft jump and microsoft Word. 5. MARKET ANALYSIS PRIMARY tabulation & INTERPRETATION 1 What kind of drinking chocolate do you eat?Branded 92 % Non- mark 08% pic illation 92% respondents in the region of Delhi consume Branded Chocolates, piece 8% thus far consume non branded. 2 Who uses chocolates in your family? Children 34 % teen 33 % Young 26 % octogenarian 07 % pic evidence Mostly children & teenagers like chocolates in families. So we should lay stress on children & teenager segment to join on m arket administer. Young people also use chocolates for giving as a gift. 3 What form of Chocolate do you like? Cookies 14% Bar 60% Wafer 20% Other 06% pic induction The above diagram suggests that the most preferred form is bar i. . 60%, followed by wafer i. e. 20%, Cookies are all time favourites with 14% while other forms are preferred to the extent of 6%. 4 Do you buy chocolates look uponing advertisements? YES 88% NO 12% pic INFERENCE The above diagram shows that 88% of the people are influenced by advertisements for purchase of chocolates, whereas 12% are not. 5 Which television receiver production line you like to gain most? STAR 50 zed 15 SONY 10 draw 20 Others 5 pic INFERENCE Mostly people like STAR channel. This channel is very popular among all the age group people. SONY & CARTOON channels are also popular but not as STAR.In other channels sports and nakeds channels are preferred. CARTOON channel is specially preferred by children. So it will be more respectable to give advertisements on STAR & CARTOON channels, it covers all the age groups. 6 In amongst what time you like to square up television? Timings _____________ 5 to 8 pm 33 % 8 to 11 pm 37 % Late Night 10 % good morning 15 % Afternoon 05 % pic INFERENCE From the survey it was found that 37% of the respondents like to watch T. V. after 8 pm to 11 pm. Because Mostly people belong to service class & females in the families got their work by this time.At 5 to 8 pm 33% respondents in which especially children watch cartoon channel & etc. so it is good to advertise on preferred channels on these timings. 7 By which media you prefer to watch advertisements? Television 67 % Hoardings 17 % Newspapers 08 % Magazines 05 % Others (Mention) 03% pic INFERENCE Mostly people like to watch an advertisement through Television because most of them belong to service class. Children are getting attracted through advertisement on television and hoardings. federation tries to give gentle advertisemen t through T. V. and hoardings because advertisement through hoardings is less costly. 8 What factors effects you in a chocolate advertisement? Brand embassador 20 Jingles 35 Comedy15 Music 10 Emotions 15 Others (Mention) 05 pic INFERENCE Jingles leave a long lasting impression people were able to recover a dance orchestra of jingles associated with chocolates. Also, the brand ambassador and the comedy in the advertisement can be sound to create an impression in peoples mind. 9 Have you ever tasted Amul Chocolate? Yes 90 % No 10 % pic INFERENCE The graph shows that 90% respondents have tasted Amul Chocolate, while so far 10% have not tried Amul Chocolates.Amul must use straitlaced techniques in order to cater the necessitate of every common man. 10 Can you crawfish AMUL Chocolate advertisement? Yes 32 % No 68% pic INFERENCE Here it was discover that only 32% respondents in the city of Delhi were able to recall Amul Chocolate advertisement. This shows how much Amul lags behin d in promotional activities and advertisement. wherefore Amul must use strong promotional activities and advertisement in order to extend their potential Consumers. 11 Which Chocolate do you like most? Nestle 28% Cadbury 58% Amul 13% Any other 01% pic INFERENCEWe can clearly gauge from the pie chart that Cadbury being on the top one-armed bandit with 58% market share dominates the chocolate market, followed by Nestle with 28% share, whereas Amul have only 13% market share and thus lags behind. 12 What is the frequency of purchasing Chocolate? Daily 17 % Weekly 22 % Fortnightly 13 % Occasionally 48 % pic INFERENCE The frequency of chocolate differ a lot where 17% respondents buy it daily, 22% weekly, 13% fortnightly, and there is a huge chunk of people who buy chocolate occasionally. 13 How do you scale your chocolate? pic INFERENCEThe above diagram can be inferred as follows CADBURY people are highly satisfied with the taste of the Cadbury chocolate and its availability is also v ery good as compared to any other brand. just the price of Cadbury is not very satisfactory. clutch the Nestle chocolates are not substantially available however people see to be quite satisfied with its taste. AMUL people seem to be satisfied with the prices but, the chocolates lacks in easy availability and taste. OTHERS these comprise of the non branded chocolates or smaller brands, people are satisfied with its price but not with the taste and availability.MY FINDINGS ? Lack of awareness in consumers, many people does not know about Amul chocolates including children and teenagers. ? During the survey it was found that still there are 10% people who have not tasted Amul Chocolate. ? When I interviewed people consequently many among them could not recall Amul chocolate advertisement. It shows Lack of promotion or advertisement is not timely effrontery or advertisement is not granted on right time. ? Amul is not utilise any brand ambassador in its advertisement which attra cts people of all age group, specifically teenagers. There is lack of sales promotional activities , for example supererogatory tattoo, duplicate weight, toys, quiz contest etc.. ? As I found that the main product of Amul is Milk and company firstly wants to capture maximal market share in milk market which is approx. 66%, after that Amul is concentrating upon butter & cheese which has market share of approx. 88%, so it is not concentrating upon chocolates. ? Cadbury is main competitor and strategically meliorate performer then Amul. ? I found that Amul brand name has very good role in consumers mind and they consider it as pure & good product. bulk who have tasted Amul Chocolate are not build to purchase the same again. 6. LIMITATIONS 1. Non-cooperative approach and untamed behaviour of the respondents. 2. When I interviewed children and teenagers, sometimes they use to give answers under the influence of their parents or elders. 3. People were not willing to answer and gi ve their time to fill the questionnaire because of the pass season. 4. If the respondents answer does not falls between amongst the options given then it will turn up to be a biased answer. 5.The respondents had to be made run into the questions because the questionnaire was in English and not all respondents could understand it well. 7. CONCLUSION As we know that Amul is a very big organization and market leader in dairy products. It has maximal market share in Milk, Butter and Cheese, which are its main/core products. As we know Amul is a co-operative organisation but chocolate industry is a profitable industry which cant be ignored. With the help of research, company can find out its week points in chocolate product and can increase its market share through rectify mistakes.People have believed in Amuls product and they will accept its chocolates also if effective actions are taken. The survey resulted into following(a) conclusions ? Amul must come up with new promotional ac tivities such that people become aware about Amul Chocolates like Chocozoo, Bindaaz, and Fundoo. ? Quality is the ascensive aspect which influences consumer to purchase Amul product, but impel availability of other chocolate brands and belligerent promotional activities by others influences the consumer towards them and also leads to increase sales. In comparison to Amul Chocolate, the other players such as Cadbury, Nestle, and Perfetti provide a better availability and give competition to the hilt. ? People are mostly satisfied with the overall quality of Amul Chocolate, but for the existence in the local market Amul must use aggressive selling techniques. 8. SCOPE OF amelioration In order to maintain and increase the sales in the city of Delhi, the following recommendations regarding Amul Chocolates particularly regarding advertisement, distribution, promotional policies, etc, are herewith suggested ?First and foremost Amul should take proper action in order to improve its se rvice, because although being on a top slot in butter and milk supplies it does not get the sales in chocolate, which it should get. ? Company should use brand ambassador which attracts each age segment i. e. Sania Mirza, Shaktimaan, Amitabh Bacchan, Superman, Krrish, Jadoo etc. ? Try and change the perception of the people through word of mouth about Amul in advertisements, because they are the best source to reach Children and families. ? Though Amul chocolate advertisements are rarely shown on television and many people could recall it as per the data of research.It shows that there is only need to give advertisement only to rememorize customers. Because Amul is a very strong brand name. ? Company should launch chocolate in new attractive packing to change image of Amul chocolate in consumers mind. ? Company should introduce sales promotion schemes like free weight, pranky, tattoo, contest, free gifts etc. ? Advertisement can be done with the help of animations that attracts chi ldren and teenagers because chocolates are consumed largely in this segment. ? Company should launch chocolates in new flavours like go Fruit Pineapple Elaichi Coffee hemangioma simplex Banana