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A PROJECT REPORT ON

SUBMITTED BY

ASHISH V. PATELF.Y.B.B.A.

ROLL NO. 152

DIV.-‘C’

SUBMITTED TO

V.M.PATEL COLLEGE OF MANAGEMENT STUDIES

2006-07

GANPAT UNIVERSITY (KHERVA)



CERTIFICATE

This is to certify to that report on an industrial visit toamul dairy is submitted by ASHISH V.PATEL and submitted tov.m.patel college of management studies in Partial fulfillmentof the requirement for the completion of “practical studies”At the first year of B.B.A programme for the year 2006-2007.



PREFACE

Management is an art. Which tells us how to apply variousprinciple techniques

In real life. In the era of modern business only theoreticalknowledge is not able to face the difficult circumstances

So practical knowledge is essential for facing alldifferent circumstances only industrial visit tell us moredeeply how life because industrial visit us Overall practicalinformation about an industry

This report of industrial visit us about “Amul Dairy”which is a wellKnown dairy



OBJECTIVES OF VISIT

1 As we are b.b.a student. We are doing practicalstudies. As it is aProfessional course

2 There are different departments in an organisation

so to know each Department function personallyindustrial visits are conducted.

3 To develop our communication skill.

4 To take a chance to interact with persons inindustrial environment.

5 To develop analytical environment.

6 To know the realistic aspects of industry.

7 To bridge a gap between theoretical and practicalknowledge.



ACKNOWLEDGEMENT

I am grateful to mumerous persons and friends whohave given theirValuable time and suggestions in the course of writingthis project.

I express my gratitude to our honorable director.Who made this type of practical studies at the level of first year of b.b.a?

I am thankful to professor. HARSHAD PATEL whohave constantly supported Encouraged and given hisvaluable time and ideas to me during the course of writing this report.



I am also thankful to professor. HARSHAD PATELwho had shown me right Path in preparation of thisreport.

ASHISHV.PATEL

CONTENTS

8 Introduction to dairy industry

9 Introduction10 Development11 Dairy scone.

12 General information13 Introduction14 Location15 Sales16 Turn-over.



17 Introduction to amul dairy18 Objective19 Theme behind the name amul dairy20 Function.

21 production department

22 Introduction23 Production process milk24 Production process of ice-cream25 Affluent plant26 Machinery used in the unit

27 Marketing28 Introduction to marketing29 Structure30 Function31 Marketing share32 Competitor

33 Branding34 Advertising

35 Personnel department36 Introduction to personal department37 Personal policies38 Training program and workshop39 Human inputs

40 Others41 Problem of amul dairy42 Achievements of amul dairy43 Future plan of amul dairy

44 Swat analysis45 Strength of amul dairy46 Weakness of amul dairy47 Opportunities of amul dairy48 Threats

49 Conclusion

50 Bibliography

[1] DAIRY INDUSTRY

51 -: INTRODUCTION :-



Dairy industry occupies important place inIndian economy.It is one of the consumer goods industries. Its product isimportant itemIn popular diet. Dairy industry is the industry where by

milk and milk product. Are handled dairy industry includesall the firms dealing with the processing of milk andmanufacturing of milk products and their marketing onindustrial scale.

Dairy industry is a very important and the basicindustry

For country like India as the life of more then 70% of thepeople in

India is based on agriculture and most of them has cattle’sin their

Homes. Indian dairy industry is dominated by co-operativesectors

For many years. The signifincance of the dairy industry forthe country

Like India can be described as follows:-

[1] milk is a completed fod. It contains all kind of nutrientsthat are necessary

For person good health and also for a food to be called asa completed food.

[2] It give production of milk and milk product which arenutritions and

Preferred by vegetarian and other population.

[3] It brings significant changes in socio economic structureof rural

economy.

[4] It provides regular source of income and supplementary

employment toSmall and marginal farmers and agricultural labourers.

[5] It has an important roal in employment generation andreducing the

Migration of villagers towards towns and cities forlivelihood.



Milk is though a completed food still it is apersibale

Commodity. Therefore it can not be stored for long time.In normalCondition milk be spoiled in few hours but if it is processd

than itCan be kept for 1 to 2 days

By sound growth of co-operative in theindustry mutual helpAnd self suffiency are cultivated among the masses.

Four hand in symbol of amul

1-hand- production of farmer.2-hand- milk processer.

3-hand- destributer.4-hand- customer.

52 DEVELOPMENT OF DAIRY INDUSTRY

Dairy industry has recently developed in ruralareas only on very Moderate scale. Milk animal weresupplementary activity of the farmers. This wasencouraged as ancillary source of income. From 1947to 1970 the rate of growth this industry was about 1%only but it has gone up to 4.2% later on. Cows andbuffaloes are important source of milk buffaloesprovide 53% of milk 33% by cow and goat milk is alsoused in some part of country it accounts for 4% of total production of milk.

Bulk of milk production is in rural areas. In urbanareas there are only 4% of milk and in the townbuffaloes milk is about 61% up is the largest andorissa. National sample surveys report has givendetails about 35% distribution of monthly productionof milk and milk products. At the time of independencetheory were 186 dairy plants in the country. Therewere 26 milk products factories and 3 creameries 57dairy project were in different stages of implementation. There were 72500 dairy co-operativeinto 170 milk sheds by march-1996. Average milk



procurement during April September 1996 was 109.7lakes letter of milk per day. In India in 1998 productionof milk is estimate to be of 78 million tons. While inU.S.A it is estimated to be 72 million tons. For dairyindustry the government regulation are according to

PFA act.

53 DAIRY SCONE OF MILK PRODUCTION

The countries milk production has been showing astudy rise due to the lunch of operation flood in theearly countries.

The first phase of operation flood covered 18milk sheds. Which form the catchments area frommetro cities of Delhi, Mumbai Calcutta and Chennai

The organized marketing of milk now covers out 600towns. This involves development of procurementprocessing and transport facilities in 160 milk sheds.

Milk production is likely to go up to 65.5 milliontones in 1995-96 as against 63.5 million tones duringlast year according to dairy industry estimate milkproduction has been raising at an average rate of 4-s.sper annum. In the immediately preceding year. Theproduction was 60.8 million tones in 1993-94 58.6million tones in 1991-92.

The country’s milk production has been showingsteadily rise. Since the lunching of operation floodprogram in the early 70’s the third program in theseries is currently on.

[2] GENRAL INFORMATION

54 INTRODUCTION :-



Amul dairy is unit of Gujarat co-operative milkmarketing federation and its head quarter is atanand GCMMEstate level federation of 13 co-operative federations and distributed under thebrand name of sager and amul.

55 LOCATION:-

Amul dairy is situated in anand. Their area is22,72,000 sq. meters. There is not any dairy issituated surrounding are so it is most advantageof it.

The dairy industry occupies and importantplace in the Indian economy as India is anagriculture oriented economy and around 65%people still depending on agriculture and stillmany farmer use the old method of farming usethe cattele breading is on a vast scale the cattlenot only provide the means for cultivation butalso it provides to the household.the productiontrend of milk is shown in the table below.

YEAR MILK PRODUCTION1991-92 56.30 MILLION TONNES1992-93 58.60 MILLION TONNES1993-94 60.80 MILLION TONNES1994-95 63.50 MILLION TONNES

Besides the export earning the dairy industrygives employment not only to people in the urban areaand cities but also in village with the starting of villageco-operative the milk production is estimate to increase

and with it income of the related to it.As the industry is not continent only to cities and

metros but has spread to village so the incomedistribution has widenod.

The government of India also is helping inindustry to develop by giving its full assistance and withthe lunching of operation flood in the 7 th year plan the



industry gate the nodded importance the growth rate of the industry was less at around 1% but with the help of the government the growth rate increased to 4.2%.

56 SALES:-

Amul dairy’s sell is 7,28,566 litter to milk. Themost important and big market of amul dairy inanand.

• TURN-OVER:-

The turn-over of amul dairy is 798 crore. Theturn-over of amul dairy per day is around RS:-5600000 out of which 40% turn-over come frommilk powder.



[3] INTRODUCTION TO AMUL DAIRY

• OBJECTIVES OF AMUL DAIRY:-

An Indian people established amul dairy 14 dec1946 actually amul’s 12 member union inGujarat 004 amul objective are a follows:

[1] To provide good quality and healthly milk andmilk product

To indian people.

[2] amul dairy is a co-operative organisation so it isits

Responsibility to pay good dividends to itsmembers.

[3] in the initial stages when amul wasn’t

established gujarat’sPerformance in the Indian dairy industry was not

very goodSo amul to bring Gujarat performance up.

[4] like any other business firm amul dairysobjectives is to earn



Profit but they have not made this objective butto provide

Healthily milk food and milk products to thesociety is their

Main objective.

[5] amul dairy faces though competition in theIndian market

From cat bury nestle and vadilal and in Gujaratvadilal uttam

Dairy amul dairy objective is to achievedominance in the

Market.

[6] before amul dairy was established most people

were buyingLoose milk or some other comprise milk which

wasn’t quiteHygienic and its price was also used to be little

then it shouldBe so to save the Indian customer this nuisance

amul dairy was Established.

• THE THEME BEHIND THE NAME:- AMUL DAIRY

Amul dairy is a concept launched 25-30years back in the metropolitan cities like Delhi ,Calcutta , Chennai , and Mumbai. Thosemetropolition cities have very large populationbut there was defiance of milk. So the milk



consumption is more then the production due tohigh milk consumption urban area has to dependon the rural area for The supply of milk andstarting distributing milk from near by states andthen processed the milk and started distributing

the milk in very large market of the metros.

It is a feeding plants working in themetros like mother feeding her child.

Hence it is called amul dairy feeding likemother to all the near by districts and states.

57 FUNCTION:-

There are four functions of amul dairy they aredescribed as

Follows:-

[1] PRODUCTION FUNCTION[2] FINANCE FUNCTION[3] ORGANISATION FUNCTION[4] PERSONAL FUNCTION



[1] PRODUCTION FUNCTION:-

Production function is a very vital function for

any industry for Any industry amul dairy producesdifferent varieties of milk and milk Products. Amul dairyhas the capacity of producing 100000 litter of Milk per day. The raw milk is collected from the small

villages of all over Gujarat.

Amul dairies quality consciousness has made itpopular each of amuls member union plants its ownquality checking plant amul dairy has made itsname famous by providing good quality to their

Consumers. Workers of amul dairy works in threeshifts of 8 hourWhich show that amul dairy does continues process

per day out of 10 Litter to 6 litter are used toproducing milk powder and ghee and 4 lakhs Areused for producing milk. Ice-cream machinery of amul

dairy was Purchased from Italy where as the pouch packingprepacks are Purchased from france.

[2] FINANCE FUNCTION:-

Amul dairy is a very big industry so it is obviousthat it need

A large amount of finance help. It gets these helpsfrom its banker

Which are as follows:-BANK OF BARODASTATE BANK OF INDIA

U.T.I BANK L.T.D.UNION BANK DENA BANK

As amul dairy is now earning high profit it is able togive its member

Shareholder a good premium and all the shareholderare satisfied with It.



[3] ORGANISATION FUNCTION:-

CHAIRMAN

MANAGING DIRECTOR

GENRAL MANAGER

ASST. GENRAL MANAGER

FINANCE PRODUCTION MARKETING SALES PERSONALDEPT. DEPT. DEPT. DEPT. DEPT.

SENIOR SENIOR MARKETING SENIORSENIORMANAGER MANAGER MANAGER MANAGER

FINANCE PRODUCTION ME SALESPERSONALMANAGER MANAGER

ACCOUNTS OFFICER FSR OFFICER PRD



OFFICER SUPERVISORS SALESEXECUTIVE

MAN

[4] PERSONAL DEPARTMENTS:-

The secret behind amul dairy’s success is its excellentpersonal Department each employee in the amul dairy is fullysatisfied. Every section In the amul dairy has a team leaderdirectly reporting general manager. Which means that generalmanager has direct control over each section and each employeeall the time. This system has helped amul dairy a lot in itssuccess Requirement in amul dairy is done from apprentice. Theyare interviewed and elected. Minimum qualification is its and

above unskilled labours are Employed on contract bagis.

Total 240 workers are employed in amul dairy highest salaryin amulDairy is RS: 30000 and lowest salary is RS: 4000 amul dairy givesits Employee provident fund medical allowance. Educationallowance etc. these Types of facility encourage workers work



better and better.

Amul dairy is a well-known dairy in Gujarat and is a leadingsupplierOf milk products to all state. It was started in the year 1946

because the member of the milk union faces a problem of handing the surplus milk soFar that objective amul dairy was started.

Amul dairy is one of the most modernized plants in Indiawith mostOf the machines imported from France and other Europeancountries.

It also obtained the quality assurance certificate ago from

thegovernment.

Amul dairy is products under a very powerful brandname amul it

Produces a wide varity of products like milk. Milk powderghee and ice-

Cream. In milk it has different kinds of milk.

58 AMUL GOLD59

AMUL TAZZA60 AMUL SHAKTI

Today amul dairy is one of the fully automatic dairyplants with its

Holding capacity of 1000000 lit/day the central roomcontrols the Whole process.

Amul dairy also has a very good network of milksuppliers. Raw milk Is supplied by the village co-operativesby the means of tankers and there Tanker can bring around10000-15000 liters of milk also amul dairy has a very Strongtown of distributors and retailers in anand the milk issupplied to them In pouches by the means of vens in anandit has around 75 distributors and 200 retailers.

Amul dairy is a part of the Gujarat co-operative milkmarketing society.



Following are the member of the union:-

61 gandhinager district co-operative milk producers union l.t.d.

62 bharuch district co-operative milk producers union l.t.d.63 valsad district co-operative milk producers union l.t.d.64 rajkot district co-operative milk producers union l.t.d.65 A’BAD district co-operative milk producers union l.t.d.66 panchmahal district co-operative milk producers union l.t.d.67 surat district co-operative milk producers union l.t.d.68 baroda district co-operative milk producers union l.t.d.69 banaskantha district co-operative milk producers union

l.t.d.70 sabarkantha district co-operative milk producers union l.t.d.

71 mehsana district co-operative milk producers union l.t.d.

EXISTING MANAGEMENT GROUP [BOD]

MANAGEMENT DIRECTOR

CHIEF EXECUTIVE OFFICER

ASSISTANT MARKETING PRODUCTION GENRALMANAGER MANAGER MANAGER MANAGER



72 HISTORY

Amul the largest dairy in Gujarat was established in1946 in anand

At the time of the its established 2 villages provided the

milk to dairy theFarmers who supplied milk to the dairy ware satisfied and

seeing them many more joined to provided the milk to thedairy and slowly it grew in numbers and the dairy. The dairyprocurement of milk increased manifolds now around 970villages to provided around 30 lac. Litters of milk dairy to thedary.that was the just the starting to the making of one of themost Important dairy in Gujarat that placed Gujarat on themap of dairy industry

And gave employment to many people. When amul dairy

faced to the problem of surplus milk the concept of establishing a new dairy near a’bad come forward in the mindof dr. vergres .

Its capacity is 10 lac litters of milk out of the fullcapacity 6 lac litters packed and supplied to the neighboringareas and the rest 4 lac litters milk are used to make milkiteams which are sold both nationality and exported to gulf countries the south eastern countries and Bangladesh.

Amul dairy sells its products under brand name amul.It is an imported part of the amul co-operative organizationearlier amul dairy only handled and distributed the surplusmilk but now it has increased its products range and now it istrying to sell its products in various region of the countryunder its own name of amul dairy.



[4] PRODUCTION DEPARTMENT

73 INTRODUCTION:-

Production merans to convert the resources orwealth obtain

From nature into products which can stratifies thehuman needs by

Processing it through manpower or machine in shortcreation of an

Object or service making necessary changes in theshapes size weight

And prospect of the raw-material through theprocesses.

74 NUMBER OF PRODUCTS:-

The main products of amul dairy are milk. Milk



powder gheeIce-cream and ultra high treated milk. In this

organisation productionProcess is full of modernlisation there are few worker

kept for operate the machine.

75 MILK POWDER:-

Amul dairy also under takes to make milk powdermilk insearts

In a homogeneous machine from the silos by the pipeline to convert

Milk in a powder. To make powder of milk. Milk isboiled at the 120’ degree centigrade and there forthe water is began boiled very stem of air

conditioner in order at very high stem of air conditionerin order to make it dry. By these they converted in to

milk powder.

Amul dairy exports the milk powder toBangladesh the easter asia the milk powder is packedintense to meet the requirements of safety forexporting.

76 GHEE:-

The ghee is produced with the help of the creamthat is

Separated while standardization the milk. The creammachine separates the cream. This cream isconcentrated and then the base reversal process takesplace which converts the milk in to oil. The oil that isobtained has moisture contant in it so the oil isvacuum and to remove the moisture and then the outcome is ghee. The ghee is packed then sent to themarket for consumption.



77 ULTRA HIGH TREATED MILK:- (U.H.T)

U.H.T is ultra high treated milk which isprocessed in such a

Way so that it remains fresh for 3 month even atnormal temperature

u.h.t milk for army and north eastern state.

78 PRODUCTION PROCESS OF MILK:-

MILK RECEPTION

CHILLING

STORING

PROCESSING

PASTEURIZATION PACKING STANDARDLIZATION

STORAGE

DISPATCH



[1] COLLECTION AND RECEPTION OF MILK:-

The working of the dairy starts with the collectionof the raw-

Milk. The milk is collected from different villages of Gujarat. The raw milk is brought from there everymorning and evening raw milk comes in tankersinsides the tankers themocol is being put so that

protection for milk is available from the outside temperaturemilk is received from the chilling centers.

After receiving the milk they perform otheractivities of

Weighting the milk after weighting the milk the should

milk is separated from the milk then milk is pouredinto the tanks and from that 5% sample of milk istaken to check the fat and smf contained in the milk.Milk is stored in silos went reception clock receivesgreen signal from the computer a hosepipe is startedthen and milk is taken inside then it is chilled below4’c in 4 milk silos and a processing silos. It has 2 steps.

[2] PESTEURIZATION:-

The world pasteurization has been named afterthe name eminent French scientific Louis Pasteur alsostudied that heating of liquid milk to a hightemperature considerably implied in almost all thedairy operations. In genral words the pasteurizationmeans the hewating of milk to a temperature whichdestroys almost all the harmful bacteris presentwithout affecting the good properties of this products.



Here in the dairy milk is passed to thepasteurization machine

From silos with the help of hope pipe of pumps if theright degree of

Temperature is not provided then there is a changethat milk might

Turn-over. So milk is heated at 72’c for 15 seconds andthen it is

Immediately could below 4’c degree. By this methodthe pathogenic

Bacteria or the diseases are destroyed.

[3] STANDARDLIZATION:-

Here an attempt is made for standard quality of milk. I-e a fixed standard is givan. According to pfamilk contains 6% fat and 9% smf. thoughstandardization devise fat% is adjusted. After these

2 steps the milk is ready for storing and sample is sent tothe quality assurance lab

79 MILK PROCESSING PLANT:-

Fully automatic control room controls all themachines in the

dairy from every morning entire process of milk whichthe amul dairy performs.

80 QUALITY ASSURANCE LAB:-

Milk is very nutrition product. It is necessary forevery person

Milk is the richest natural sources of calcium and

essential amino acids milk must be nutritionallybalanced. Food laws provides minimum standardfor both fat and smf comprises protein minerals

Carbohydrates and vitamins.

For better quality dairy is very conscious. Thedairy has its own quality assurance lab. Here all



the products are checked for theirChemical quality i.e. fat smf and the lab was set up

with an invest of Rs. 6 crores. It is also fullycomputerized lab. In the quality control labfinished product are also checked. At the time of receving raw

milk quality is check but by the control lab. Afterchecking the quality of milk it goes to packingstation.

81 MILK PACKING STATION:-

Milk film rows are used for packing milk logo of the particular product is printed on the roll and thenwound in the form of roll. Here the milk comes throughbig pipelines and behind each of them there is a filling

machines there are such machines. Machineries are infour lines and each machines. Each having thecapacity of 50 pouches per minutes after all thesewere dispatched to amul dairy and supplied to alldistrict co-operative.

The machines are made in france after packingmilk is stored in the cold storage laboratory.

[4] COLD STORAGE :-

After packing various pouches the dairy has tostore the pack

Milk. Here milk is stored at the temperature between 5to 10 c’ the

Temperature is maintained with the help of exhaustfun having

Silicon chips.To maintain the temperatyre forrefrigeration ammonja is used. The pouches arestored in this room for the whole night and in the

morning they are ready to dispatch.

82 DISPATCHES:-

The pouches are stored for a night and then theyare dispatched in the morning. From this 400000 letersof milk is dispatched per day. The damaged pouches



are kept outside and milk is again put in the tank.Amul dairy produces milk of different fat percentageeach has different capacity as under.

83 Ice-cream :-

Amul dairy fairly used butter milk smp. Stabilizer.emulsifier and sugar as raw material for all theseitems the further process for making ice-cream is givebelow :-

84 STEP 1 :-

[1] BLENDING:-

First of all for making ice-cream mix all the items

like sugar,Milk,smp,stabilizer and emulsifier are mixing one

side. This mixture of all the things is used to makeice-cream.

[2] PASTEURIZDTION:-

In this process of pasteurization the ice-cream mix arrange

Into waiting machine. Pasteurization process meansto get rid form

Germs by pasteurizes meeting process. In thisprocess they take milk.

Milk powder sugar at 65.68 .c than they

stabilize ice-cream mix to provent the growth of large ice-cream in this process they used butter roundabout 10 .c pasteurization process is made at 72 .c to 32.c for thirty Minutes.

[3] AGEING :-

After stabilizing and pasteurizing the ice-cream mix



is angezing plant helps stabilizers to give its property.

[4] BOILING OR FREEZING :-

After ageing the ice-cream mix the forward

movement is to keep it in the freezer for minimum 4 hours.

After completing first step of ice-cream making thesecond step is followed which are as follows :-

85 STEP 2 :-

[1] First of all measurement of thickness of mixture whichcomes from stop 1 is done by item who are in theproduction department

[2] Then the addition of colour flavors in ice-cream mix isdone

[3] After that ice-cream is freezing in a continuous frezerwith the

Purchase to make it soft

[4] Then the ice-cream is packed in big as well as in smallpackets.

[5] Then these packers are sent in to the ageing tunnelits temperature is About 25 .c.

[6] After all these process ice-cream is trans forred tocold storage at last.



[7] And at last ice-cream is dispatch form the coldstorage as the demand of production unit.

All the flavors of amul brand of ice-cream are

produced in amulDairy. Their ice-cream processing capacity is 60 tons

per day.

MIX STORAGE TANK

FLAVORING TANK

CONTINUOUS FREEZER

FILLING PACKS

HARDENING TUNNER

COLD STORAGE

86 AFFLUENT TREATMENT PROGRAM :-

Affiuent means the waste which is produceduring the process

Of the production and how they treat their affluent.Every organization has its own affluent treatinent

plant. If theydon’t have then it will create pollution in environment



and it would beinjurious to health of human beings.

Amul dairy also has its own affluent treatment

programmed.

The minimum affiuent per day is 12000 liters. Butdue to modernization the affluent goneration qualityhas been reduced to 700 cu litors per day. as one of theobject of amul dairy is to fulfill the social objective thatnot to pollute the surrounding environment thus amuldairy has its own affluent treatment plant. also if duringthe preparation of ice-cream it gets damaged then it isreprocessed and if repro cessed is not possible then it isput to affluent treatment plant instead of throwingaway, so by this they keep the surrounding environment

clean. treatment of wastage in affluent treatment plantis done by COD (chemical oxygen demand) and BOD(biological oxygen demand) are produced.

87 PROCESSING CAPACITY :-

[1] Milk of 3 different types 10 lac litor perday[2] Milk powder 60 tones perday.[3] Ghee 60 metrictones per day.[4] Ice-cream 30 kilo litersper day.[5] U.H.T milk 10 lac liters

per day.[6] 0.5 liter liquid milk packing 4 lac litersper day.



[5] MARKETING DEPARTMENT

88 INTRODUCTION :-

Markoting is a very important function of the

management process because after the products are preparedand if these are not presented to the people in a proper manneror the people does not know about the products the product willbe a failure. So marketing function ensures that the product ispresented in such a way that people will buy the productsregularly.

GCMMF takes care of marketing distribution of the products produced by following dairies.

Mother dairy :- ahmedabadAmul dairy :- anandSumul dairy :- suratDoodh sagar dairy :- mehsanaBanas dairy :- palanpur

Amul dairy’s marketing strategy has been very

good because it holds a market share of . it sells its productsunder a powerful brand of products.

The federation does pricing of the different dairyproducts. Pricing is mainly on cost basis. For its products like ice-cream etc. the dairy faces lost of compelition and hence reportsto various measures for sales promotion.

Amul is a very powerful brand and it can be seenbecause A&M magazine reted it as the second strongest brand.Amul dairy markets three products in the milk section.



89 Amul gold90 Amul tazza91 Amul shakti

92 STRUCTURE OF MARKOTING :-

CHAIRMAN

MANAGING DIRECTOR

GENERAL MANAGER

ASST GENERAL MENAGER

MARKETING DEPARTMENT

SENIOR MANAGER

SALES MANAGER MARKETINGMANAGER

SALES EXECUTIVE PROMARKETING



EXECUTIVE

PILOT SALESMAN EXECUTIVEOFFICERS

FS R

93 DISTRIBUTION CHANNEL :-

In milk it has a very strong distribution channel around85 distributor and 200 retailers. These distributors and retailers

got the milk every morning by the means of delivery trucks eitherof the distributors of the dairy.Amul dairy also markets its other products

like ice-cream earlier it used to market its ice-cream under thename of amul but recently it has started to market ice-creamunder the name of amul dairy.

94 NATIONAL MARKETING :-

Amul dairy markets its products like milk powderboth nationally and internationally the milk powder is exportedmainly to the gulf countries,bBangladeshand the south easternasia.

Amul dairy markets most of its products with thehelp of its marketing intermediaries but some of the products aremarketed directlySupplier à marketing intermediaries à end userSupplier à end user



95 ADVERTISING :-

Amul dairy used the help of the media inmarketing its products it gives advertisements in the news paperand in the television,which help to increage demand of its

products their other products like powder,ghee,ice-creamincluding milk marketing federation is exporting its productiongulf countries and mostly in U.S.A.

96 MARKETING FUNCTION OF AMUL DAIRY :-

Amul dairy has become very popular becauseof its excellent marketing strategy. Amul dairy marketing strategyis to untorstand customer need develop products that provite

superior value at less process. These types of marketing haveshown a tremendous commitment to these customers. Even inthe flood water situation amul dairy has nover stopped the supplyof milk and milk products. And unlike other competitors it hasnever taken wrong benefits in this kinds of situation. All thosehave made amul dairy number one dairy in Gujarat and in India.Amul dairy has dovoloped an excellent distribution channel toprovite its products to the consumers. It has made its products ineach part of Gujarat and Indian. Behind all these there is onlyamul dairy organisation structure of Marketing.

97 MARKET SHARE :-

Amul dairy faces tough competition in the Indianmarket by different

Companies like britania vadilal cadbary e.t.c. though it quite newin the Indian market it share a fair amount of dairy products amuldairy has becomes one of the loading dairies in India. It westernof India amul dairy shares most of the market while in other partsof India it is not so large. So but slowly and surely amul dairy is

growing in sharing the market with other competitors industries.



98 COMPETITORS:-

Now a day’s people are more conscious about their

health. Because of There is very strong competition in the market. Amul dairy alsofaces this competition in the market.the competitors of amuldairy are as under.

PRODUCTS COMPETITORS

Liquid milk royal, sardar, gayatri,shamrudh,

Ghee nestle, gopi, kishan,Milk powder nestle, smithknline,

beecham,Britannia,

Cheese Britannia

Ice-cream vadilal, havmor, gokool,maxQuality, walls.

99 BRANDING:-

Branding is a very important part of a production. Consumerview brand as

An important part of a production and branding add value to theproduct for e.g. most consumers would buy amul’s gold brand of milk very easily. But if the game milk is put into an unpopularcompany’s brand the people might not give that muchimportance to it.

Amul dairy has made branding a major issue in its productsstrategy. Developing a branded product requires a great deal of long term marketing investment for amul dairy.

100 ADVERTISING:-



Advertising literally means to make know to publicespecially to

Encourage sales. Advertising is presentation of ideas good orservices paid for buy identified sponsors.

Advertising is a no personal mass communicating and hasbecome a potent means of mass education and mass selling inmodern and dynamic world no business can service withoutadvertising. So advertising is one of the most important aspectsof the business.

Now the problem is now to advertise so advertisementshould be with a viewpoint to maximize returns on moneyinvested. Advertisement is proved as the covering message of the company to the potential buyers through the different typesof medias which will give information about the quality of the

product. The element of good advertising plans is

101 The market102 The completion103 Consumer profiles and attitudes104 Distributions105 Evalution of previous problem and opportunities106 Objective107 Strategy

108 Copy109 Media110Promotion111Research112Budget

The market must have to take into account all type of segmentation

Advertisement gives the adjustment of statistic to give animproved result. It also stimulates the sale of the company

advertising is used to keep consumer thinking about productcontinuously. In general advertising offers reasons to buy aproduct and promote sales.

There are seven elements that must be considered indeveloping the successful advertising campaign.

113Appraisal campaign



114Analysis of market115Product prospects us tie116Copy approach117Design a layout118Media appraisal119 Timing

A successful campaign of advertising is a composite of these plus some

Money of luck. The good thing in the advertising comes from asmart mixture of money. The right mixture is widely variabledepending on its style of advertising directors and his agency.

The main advertising media adopted by almost allcompanies were written media like magazines newspaper e.t.c. or

through television distribution.

Amul dairy success lies in its excellent advertisement in themarket. In the beginning amul dairy was putting that muchimportance of advertisement but after some time it understandthat if was to enter into the Indian market it would have toadvertise its products largely in a market. So it startedadvertising its product through different media.

Just recently it has adopted a new message or slogan that

say amul The taste of India. and amul dairy has recorded 12% hike in thesales of its products. Amul dairy has made its products verypopularly by advertisement in all the part of India.

[6] PERSONNELINFORMATION:-

120 INTRODUCTION:-

There are 506 workers in the amul dairy from thisworkers 60% are

Technical workers and 40% are non technical workers.there are230 workers working in the pouch packing section. The 280workers are not including the 230 workers working in the pouchpacking section. The worker who are working in the pouchpacking section mainly working on the contract basis.



Some of the workers who are working in the organisationare permanent because their long service to the organisation.

121 RECRUITMENT:-

The employment bureau of the amul dairy is at anand. Theemployment

Some of the technical workers are employed through their directapproach of the organisation amul dairy does not advertisementof the personnel. There for they have not to made moreexpenditure in recruitment and selection process.

122 TRAINING:-

The organisation gives minimum 5 days training to employeeper year.

The organisation gives the training for development. Improvetheir skills formation motivation leadership e.t.c. some of thetechnical workers and staff are sending for training to Denmarkand Holland.

123 SALARY:-

The organisation paid 25000 rs. To the general manager. The workers on

Contract basis are paid 63 rs. Per days per. Minimum wages act of Gujarat government. All the permanent workers given maximumbenefits of pension. Medical allowance insurance e.t.c.

124 FACILITY :-

Amul dairy takes or provides good care of its employees. Asthe plant is

Fully automatic. The machines are imported from france.

125 Amul dairy provides126 Uniform change room127 A good canteen facility128 Quarters129 Medical facility130 Bonus131 Transportation facility e.t.c.



132 SOCIAL RESPONSIBILITY:-

In amul dairy many plants machines and truck e.t.c. by this

factors thereAre produced two type of pollution air conditioner pollution andnoise-pollution. There are noise pollution increased by tankersmachines and air pollution increased by milk process in the dairy.

The amul dairy is social responsible for pollution so it is itsresponsibility to try to control it.

[7] OTHERS

133 PROBLEM OF AMUL DAIRY:-

There are very less problem with amul dairy because ithas all latest Technology and fully automatic plant for production of milkpowder ghee and packing of milk amul dairy is the first fullycomputerized plant of sairy in Gujarat. Even though there aresome problems influencing this dairy which are give under.

134 ENERGY PROBLEM:-

As we know that amul dairy is fully computerizeddairy. All the process of amul dairy under goes by fully

automatic machines and they are operated by thecomputers. So for running the machines power supplyis qnessential for amul dairy. Amul dairy gets powersupply by gab but when there is any fault in geb andso power supply is cut off so for this reason theirproduction has to be stopped immediately.



135 SMALL COLD STORAGE:-

They have cold storage which has storage capacity of 11 lac. Litter of milk but in winter milk comes11lac.Litters which is the big problem.

136 SHORTAGE OF LAND:-

Amul dairy wants to increase the cold storagefacility and the new plant For the ice-cream productionfor this expansion of land is essential they cannot take

the land which is surround there so it is a problemfaced by amul dairy.

137 ACHIEVEMENTS:-

Amul dairy in his short life span has achievedsome achievement its Achievement is mentioned

below amul dairy has become Asia’s first andonly fully computerized dairy.Amul dairy milk storage capacity is 10 lac. Litter per

day are higher then any other industries in India.Inthe begining amul dairy was able to reproduced just3,00,000 litter of milk. Now it produces 10,00,000

litters per day.

Amul is the largest co-operative organisation allover the asia which is consisted of 12 membersunion amul dairy has been able to supply the milkto their consumer even in the emergency and in

accidents times. Even also in flood water situation it wasable to supply its milk products to different areasincluded those which were affected.

Dr. kurein of amul has just recently receivedpadma shree from our prime- minister for his out



standing services over the years.Anand amul dairy due to its highly sophisticated

technology highly skilled managerial personneland other remarkable futures has achieved such alevel of standard that it has more points to its

strength and very less weakness.

[8] SWAT ANALYSIS:-

138 FUTURE PLANS:-

Radip changes in technologies are bringing an era of competition in the business environment. So to meetthese challenges and to stand by against it amul dairynow plans its future and it is a already consideringsome plans to out into practice in future:-

[1] as the current production of ice-cream is not satisfactory theunit has planned to increase the ice-cream production with aid of

amul. For that it has already completed aps project and theproduct in under observation.

[2] it is also trying to develop the 2 more milk products and assuch it is also increasing the provision for storage.

[3] by 2005 the unit has planned to achieve 14 lakh. Litters per



day production of milk and milk products of which liquid milk willcountry but 5 lakh. Litters a day as an average.

139 ACHIEVEMENTS:-

Amul dairy in his short life span has achievement islisted below:

[1] amul dairy has become asia’s first and only fullycomputerized dairy.

[2] amul dairy milk storage capacity is 10 lakh litter per day is

higher then any other industries in India.

[3] amul is the largest co-operative organisation in all over asiawhich is consisted of 12 members union.

[4] amul dairy has been able to supply the milk to theirconsumer even in the emergency and accidents times evenalso in flood water situation it was able to supply its milkproducts to different area’s including those which whereaffected.

Anand amul dairy due to its highly sophisticatedtechnology highly skilled managerial personnel and otherremarkable futures has achieved such a level of standardthat it has more points to its strength and very lessweakness.

140 STRENGTHS:-

The following are the points which strengthens theamul dairy position in india and international marketsfor its quality products.



[1] this is the first and only fully computerized dairy plant inIndia.

[2] it has highly sophisticated imported automatic plants andmachines.

[3] it has capacity to handle 10 lakh litters of milk every dayand that too with the help of 200 skilled employee only.

141 WEAKNESS:-

Amul dairy has very less weaknesses. It has highlysophisticated

Technology will qualified managerial personnel.

Anand amul dairy has only weakness attached to itsoperation and that is due to seasonal variation in India i.e.it faces the problem of sorting surplus in winter season.However it tires to overcome this situation by producingmore milk powder.

We all know that amul has fully computerized. It isfully controlled by automatic machines so when there is problem

in GEB the power supply has to be out off so their productionhas to stop immediately.

142 OPPORTUNITIES:-

Amul dairy within a very short period of sevenyears of its establishment has achieved high level of performance.Opportunities are listed below.

[1] it has opportunity to increase ice-cream production which isrecently started.

[2] it has opportunity to increase liquid milk production milkpowder and butter oil.

[3] it has decided to increase milk storage capacity.



[4] it has opportunity to increase installed capacity from 10lakhs to 14 lakhs by year 2005.

143 THREATS:-

Amul dairy has hardly any major threats some of the threats are listed below.

[1] faces threats from village farmers [2] main competitors are Cadbury and britania. Due to the

competition amul products have fallen to 20 th place if thetrend continues it may as well fall to 33rd place.

[9] CONCLUSION:-

From the above report we can conclude that the dairyindustry in India and especially in Gujarat is growing veryfast. It is not only meeting the local requirements but also

emerging to be an export earning opportunities.Amul dairy which was started as a support to the

members of the union is now one of the fully automaticplants which is main supplier of milk to Gujarat.thus we cansay that the visit to amul dairy is a very successful one. Wenot only understood about the importance of the dairyindustry in the lives of common people but also to the



national economy.

[10] BIBILOGRAPHY:-

144 BOOKS:-

145 Kutler Philip marketing management Singaporeperson education ltd 2004.

146 Bhusan v.k. fundamental of business organisationand management new delhi sultan and sons educationpublished 1994.

147 Prasad l.m. principles and practice of managementdelhi sultan chand and sons education press 1997.

148 ARTICLES:-

149 Kurien the future holds amul annul report, Gujaratanand press 2002-2003.

150 Singhania aditya competitors in dairy market firstglobal delhi regional press 2003-2004.



151 WEBSITES:-

152 www.amul.com .153 www.google.com

154 www.havmor.com155 www.vadilal.com

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