Copy (4) of AMUL

GTU’s Enrollment No: 107690592049

A SUMMER INTERNSHIP REPORT

ON

CONSUMERS’ PERCEPTION TOWARDS AMUL SWEETSAT

KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS‘UNION LIMITED

ANAND

Submitted By:

DEEPAK D. MANDOWARA (ROLL NO.-A-32)

MBA PROGRAMME 2010-2012 (SEM-2)

In partial fulfillment of the requirements for Summer Internship Programme for the

award of the degree of

MASTER OF BUSINESS ADMINISTRATION

SHRI JAIRAMBHAI PATEL INSTITUTE OF BUSINESS MANAGEMENT

AND COMPUTER APPLICATIONS (NICM-MBA)

Submitted to

GUJARAT TECHNOLOGICAL UNIVERSITY,

AHMEDABAD

DECLARATION

This project report entitled “CUSTOMERS’ PERCEPTION TOWARDS AMUL SWEETS” has been submitted to Gujarat Technological University, Ahmedabad in partial fulfillment for the award of degree of Master of Business Administration. I, the undersigned hereby declare that this report has been completed by me under the guidance of Mr. Hiren Bhatt(CEO OF OIL BUSINESS) and Prof. Fahmida Shaikh (Faculty Member, Shri Jairambhai Patel Institute of Business Management & Computer Applications, Gandhinagar.)

The report is entirely the result of my own efforts and has not been submitted either in part or whole to any other institute or university for any degree.

Deepak D. MandowaraGTU’s Enrollment No: 107690592049 Date: Place: Gandhinagar

PREFACE

The MBA programmed is well structured and integrated course of business studies. The main objective of practical training at MBA level is to develop skill in student by supplement to the theoretical study of business management in general. Industrial training helps to gain real life knowledge about the industrial environment and business practices. The MBA programmed provides student with a fundamental knowledge of business and organizational functions and activities, as well as an exposure to strategic thinking of management.

In every professional course, training is an important factor. Professors give us theoretical knowledge of various subjects in the college but we are practically exposed of such subjects when we get the training in the organization. It is only the training through which I come to know that what an industry is and how it works. I can learn about various departmental operations being performed in the industry, which would, in return, help me in the future when I will enter the practical field.

During this whole training I got a lot of experience and came to know about the management practices in real that how it differs from those of theoretical knowledge and the practically in the real life.

In today’s globalized world, where cutthroat competition is prevailing in the market, theoretical knowledge is not sufficient. Beside this one need to have practical knowledge, which would help an individual in his/her carrier activities and it is true that “Experience is best teacher”.

ACKNOWLEDGEMENT

With immense pleasure, I would like to present this project report for Kaira District Co-operative Milk Producers' Union Ltd., Anand. It has been an enriching experience for me to undergo my project report at AMUL, which would not have possible without the goodwill and support of the people around. As a student of M.B.A of GUJARAT TECHNOLOGICAL UNIVERSITY, I would like to express my sincere thanks to all those who helped me during my practical training programme. It is not always easy to make the task successful. It requires tremendous efforts. In preparation of this report, I have received encouragement and support from various persons. I take the opportunity to express my gratitude to all these persons.

Words are insufficient to express my gratitude toward Mr. Hiren Bhatt, the CEO of oil business of AMUL. I would like to give my heartily thanks to Mr. Jignesh, who permitted me to get training at AMUL.

I am very thankful to M r. Ganesh Thakore, who is handling library work. I am very thankful to Prof. Famida Shaikh, who is my project guide during training at AMUL DAIRY. They have given guidance and great help for completing project work. I am very thankful to my family and friends also for their help and support at every time.

EXECUTIVE SUMMARY

AMUL is a co-operative sector. It is the institution of the farmers, for the farmers and

from the farmers. The AMUL gives pleasure to the farmer to charge the own price, which was

not possible in earlier years.

This union was born on 14th December 1946. The union provides facilities to its members

like more return, satisfactory price, insemination, first aid, group Insurance, cattle food at

confessional price etc.

AMUL dairy has five main departments like finance, personnel, commercial, milk

procurement and production. The finance department does the clerical work and takes care of

inflow and outflows of the cash. The other work of finance Department is to audit of annual

work.

The personnel department handles the work regarding personnel like appointment,

recruitment, promotion, transfer, dismissal, demotion, performance appraisal etc,

The commercial department conducts all promotional activities of local area. The pricing

decision of milk and buttermilk is taken at commercial department. The marketing work is

handling by GCMMF.

The production department produces the product with the help of latest technologies. The

production is done according to ISO marks requirement.

The milk procurement department gets the milk every day two times from 92 routes and

1073 societies. For the maintenance of quality of milk there are 150 chilling units

TABLE OF CONTENTS

Particulars Page noDeclaration I.Certificate from the organization II.Certificate from the institute III.Preface IV.Acknowledge V.Executive summary VI.

CHAPTER-1INTRODUCTION AND HISTORY 1

CHAPTER – 2 ORGANIZATION PROFILE

2.1 Motto, Vision And Quality Policy2.2 Logo Of Amul2.3 The Brand Name Of Amul2.4 Amul And Sister Concern2.5 Organization Structure2.6 SWOT Analysis

CHAPTER – 3 PRODUCT PROFILE

CHAPTER – 4 ABOUT THE FUNCTIONAL DEPARTMENT

4.1 PRODUCTION DEPARTMENT4.1.1 Introduction4.1.2 Organization Structure 4.1.3 Manufacturing Process Of Products

Milk Pouch Packing Butter Milk Ghee

4.2 HUMAN RESOURCE DEPARTMENT 4.2.1 Introduction4.2.2 Organization Chart

4.2.3 Recruitment And Selection4.2.4 Training And Development

4.3 FINANCE DEPARTMENT4.3.1 Introduction4.3.2 Importance Of Financial Management4.3.3 Source Of Capital4.3.4 Organization Structure

4.4 MARKETING DEPARTMENT4.4.1 Introduction4.4.2 Organization Structure4.4.3 Marketing Mix4.4.4 Amul Dairy’s Distribution Channel4.4.5 Market Segmentation4.4.6 Amul’s Sales4.4.7 Export4.4.8 Competitor

CHAPTER – 5 RESEARCH METHODOLOGY

5.1 Research Objective5.2 Scope Of Study5.3 Research Design5.4 Sampling Design5.5 Sources Of Data Collection5.6 Limitation Of The Survey

CHAPTER – 6 DATA ANALYSIS & INTERPRETATION

CHAPTER -7 FINDINGS AND SUGGESTION

CHAPTER-8 CONCLUSION

BIBLIOGRAPHY

ANNEXURE

Chapter-1

INTRODUCTION

AND

HISTORY

OF

AMUL

INTRODUCTION AND HISTORY

In the year 1946 the first milk union was established. This union was started with 250

liters of milk per day. In the year 1955 AMUL was established. In the year 1946 the union was

known as KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS’ UNION LIMITED.

This union selected the brand name AMUL in 1955.

The brand name Amul means “AMULYA”. This word derived form the Sanskrit

word “AMULYA” which means “PRICELESS”. A quality control expert in Anand had

suggested the brand name “AMUL”. Amul products have been in use in millions of homes since

1946. Amul Butter, Amul Milk Powder, Amul Ghee, Amulspray, Amul Cheese, Amul

Chocolates, Amul Shrikhand, Amul Ice cream, Nutramul, Amul Milk and Amulya have made

Amul a leading food brand in India. (The total sale is Rs. 6 billion in 2005). Today Amul is a

symbol of many things like of the high-quality products sold at reasonable prices, of the genesis

of a vast co-operative network, of the triumph of indigenous technology, of the marketing savvy

of a farmers' organization. And have a proven model for dairy development (Generally known as

“ANAND PATTERN”).

In the early 40’s, the main sources of earning for the farmers of Kaira district were

farming and selling of milk. That time there was high demand for milk in Bombay. The main

supplier of the milk was Polson dairy limited, which was a privately owned company and held

monopoly over the supply of milk at Bombay from the Kaira district. This system leads to

exploitation of poor and illiterates’ farmers by the private traders. The traders used to beside the

prices of milk and the farmers were forced to accept it without uttering a single word.

However, when the exploitation became intolerable, the farmers were frustrated. They

collectively appealed to Sardar Vallabhbhai Patel, who was a leading activist in the freedom

movement. Sardar Patel advised the farmers to sell the milk on their own by establishing a co-

operative union, Instead of supplying milk to private traders. Sardar Patel sent the farmers to

Shri Morarji Desai in order to gain his co-operation and help. Shri Desai held a meeting at

Samarkha village near Anand, on 4th January 1946. He advised the farmers to form a society

for collection of the milk.

These village societies would collect the milk themselves and would decide the prices at

which they can sell the milk. The district union was also form to collect the milk from such

village co-operative societies and to sell them. It was also resolved that the Government should

be asked to buy milk from the union. \

However, the govt. did not seem to help farmers by any means. It gave the negative

response by turning down the demand for the milk. To respond to this action of govt., the

farmers of Kaira district went on a milk strike. For 15 whole days not a single drop of milk was

sold to the traders. As a result the Bombay milk scheme was severely affected. The milk

commissioner of Bombay then visited Anand to assess the situation. Having seemed the

condition, he decided to fulfill the farmers demand.

Thus their cooperative unions were forced at the village and district level to collect and

sell milk on a cooperative basis, without the intervention of Government. Mr. Verghese Kurien

showed main interest in establishing union who was supported by Shri Tribhuvandas Patel

who lead the farmers in forming the Co-operative unions at the village level. The Kaira district

milk producers union was thus established in ANAND and was registered formally on 14th

December 1946. Since farmers sold all the milk in Anand through a co-operative union, it was

commonly resolved to sell the milk under the brand name AMUL.

At the initial stage only 250 liters of milk was collected everyday. But with the growing

awareness of the benefits of the cooperativeness, the collection of milk increased. Today Amul

collect 11 lakhs liters of milk everyday. Since milk was a perishable commodity it becomes

difficult to preserve milk flora longer period. Besides when the milk was to be collected from the

far places, there was a fear of spoiling of milk. To overcome this problem the union thought out

to develop the chilling unit at various junctions, which would collect the milk and could chill it,

so as to preserve it for a longer period. Thus, today Amul has more than 150 chilling centers in

various villages. Milk is collected from almost 1073 societies.

With the financial help from UNICEF, assistance from the govt. of New Zealand under

the Colombo plan, of Rs. 50 millions for factory to manufacture milk powder and butter was

planned. Dr.Rajendra Prasad, the president of India laid the foundation on November 15,

1954. Shri Pandit Jawaharlal Nehru, the prime minister of India declared it open at Amul

dairy on November 20, 1955.

PEOPLE POWER: AMUL'S SECRET OF SUCCESS

The system succeeded mainly because it provides an assured market at remunerative prices for

producers' milk besides acting as a channel to market the production enhancement package.

What's more, it does not disturb the agro-system of the farmers. It also enables the consumer an

access to high quality milk and milk products. Contrary to the traditional system, when the profit

of the business was cornered by the middlemen, the system ensured that the profit goes to the

participants for their socio-economic upliftment and common good.

Looking back on the path traversed by Amul, the following features make it a pattern and model

for emulation elsewhere.

Amul has been able to:

Produce an appropriate blend of the policy makers farmers board of management and the

professionals: each group appreciating its rotes and limitations,

Bring at the command of the rural milk producers the best of the technology and harness its fruit

for betterment.

Provide a support system to the milk producers without disturbing their agro-economic systems,

Plough back the profits, by prudent use of men, material and machines, in the rural sector for the

common good and betterment of the member producers and

Even though, growing with time and on scale, it has remained with the smallest producer

members. In that sense. Amul is an example par excellence, of an intervention for rural change.

The Union looks after policy formulation, processing and marketing of milk, provision of

technical inputs to enhance milk yield of animals, the artificial insemination service, veterinary

care, better feeds and the like - all through the village societies. Basically the union and

cooperation of people brought Amul into fame i.e. AMUL (ANAND MILK UNION

LIMITED), a name which suggest THE TASTE OF INDIA.

CHAPTER-2

ORGANIZATION PROFILE

Organization profile

NAME: Kaira district co-operative milk producer’s union limited, anand.

FORM: co-operative sector registered under the co-operative society act.

LOCATIN: kaira district co-operative milk producers Ltd,

Milk producers Ltd,

Amul dairy road,

Anand-388001

Gujrat.

PREMISES OF AMUL: 49.55 acres

REGISTRATION: 14th December 1946,

REGISTERED OFFICE: Kaira district co-operative milk producer’s union Ltd Anand 388001,

INITIAL PROMOTER’S:

(1) Shri tribhovan das patel

(2) Shri morarji desai

(3) Shri vallabh bahi patel

(4) Dr.varghese kurien

OFFICE TIME: 10:00A.M TO 6:00P.M

TOTAL NO OF SHIFT:

1st shift time: 08:30 A.M TO 04:30 P.M

2nd shift time: 10:00 A.M TO 10:00A.M TO 06:00 P.M

3rd shift time: 04:30 P.M TO 12:30 A.M

VILLAGE CO-OPERATIVE SOCITY: 1137

TOTAL NO, OF SOCITY MEMBER’S: 543278

BANKAR’S: kaira district co-operative bank.

Axis bank.

State bank of India

Bank of Baroda

Corporation bank

H.D.F.C bank

AUDITOR’S: Special auditor (milk) milk audit office anand.

2.1 MOTTO, VISION, AND QUALITY POLICY

MOTTO

The main motto 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 consumers at minimum cost. The goal of AMUL is to provide maximum profit in terms of money to the farmers.

VISION

Vision of AMUL is to provide vanish the problems of farmers (milk producers). The AMUL apparition was to run the organization with the co-operation of four main parties, the farmers, the representatives, the marketers, and the consumers.

QUALITY POLICY

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

2.2 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 in to 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.

2.3 THE BRAND NAME OF AMUL

The Kaira district co- operative milk producers‟ union ltd selected the brand name “AMUL” for its products range, in 1955. AMUL word is derived from Sanskrit word “AMULYA”. And it means that o PRICELESS

o INVALUABLE

o PRECIOUS

It means that one cannot measure the value. One finds similar sounding word with the same meaning in several Indian languages also. The very concept of Kaira unions system of co-operative dairying was destined to become “priceless” for millions of farmers.

2.4 AMUL AND SISTER CONCERN

Anand Plant

First plant is at ANAND, which engaged in the manufacturing of milk, butter, ghee, milk

powder, flavored milk and buttermilk. It is establish in 1973.

Mogar Plant

Second plant is at MOGAR, which engaged in manufacturing chocolate, nutramul, Amul

Ganthia and Amul lite. It is situated on Anand -Vadodara Highway No. 8. This Plant establish in

1973.

Kaniari Plant

Third plant is at Kanjari, which produces cattelfeed. Old plant establish in 1964 & new plant in

1980.

Khatraj Plant

Fourth plant is at Khatraj, which engaged in producing cheese It is situated between Nadiad-

Mahemdabad.

Chilling Center

Kapadvanj, Undel and Balasinor

Satellite Dairy

Balasinor, Undel

PUNE: Milk and Dahi.

Calcutta: Milk, Flavoured Milk, Ice-cream.

2.5 ORGANIZATION STRUCTURE

B.O.D

Chairman Managing Director

General1 Manager

Assistant General Manager

Manager

Deputy

Manager

Assistant Manager

Superintendent

Deputy Superintendent

Senior Officer Officers Assistants

Junior Assistant

Workers

(A to G Grade Workers)

BOARD OF DIRECTORS

1. Shri Ramsingh P. Parmar Chairman

2. Shri Rajendrasinh D. Parmar Vice Chairman

3. Shri Shivabhai M. Parmar Director

4. Shri Maganbhai G. Zala Director

5. Shri Chandubhai M. Parmar Director

6. Shri Pravinbhai F. Solanki Director

7. Shri Dhirubhai A.Chavda Director

8. Shri Bhaijibhia A. Zala Director

9. Shri Mansinh K.Chauhan Director

10. Shri Bipinbhai M.Joshi Director

11. Smt. Madhuben D. Parmar Director

12. Smt. Sarayuben B. Patel Director

13. Shri Ranjitbhai K. Patel Director

Shri B. M. Vyas

(M.D. of GCMMF, Anand)

Shri Rahulkumar Shrivastav

(M.D. of KDCMPUL, Anand)

Shri Deepak Dalai (District Registrar)

Kaira District Central Co-operative Bank

U.T.I. Bank

State Bank of India

Bank Of Baroda

Bank Of Maharastra

Corporation Bank

Auditor:- Special Auditor (Milk), Milk Audit Office, Anand.

CHAPTER-3

PRODUCT

PROFILE

PRODUCT PROFILE

Products:-

Milk.

Butter.

Cheese.

Milk Powder.

Condensed Milk.

Baby Food.

Ghee.

Nutramul.

Chocolate.

AMUL Butter Milk.

AMUL ice – cream.

Dan (Cattle Food).

Peda

kajukatri

Industrial products:-

Coco Butter.

Coco Powder.

Coco Mass.

Cream.

AMUL PRODUCTS

CHAPTER-4

ABOUT

THE

FUNCTIONAL

DEPARTMENT

4.1 PRODUCTION DEPARTMENT:-

4.1.1 INTRODUCTIONProduction management it refers to the process of correction of past mistakes catching up

with the new techniques, taking up steps with developing techniques and taking measures for the production of goods at comparative cost.

The basic philosophy of production management is to launch a formal attack on direct cost and effective utilization of available resources, and developing production management is the process of Planning, Organizing, Directing and Controlling.

The AMUL is started with only 250 liters of milk per day but now AMUL collects average 10 lakhs liters milk per day. At the initial stage AMUL has no problem regarding milk, but in winter season there was excess supply of milk, so AMUL has to sell out that excess milk at the low price or AMUL has to face loss. To remove this problem AMUL took decision to set up a plant to process the surplus milk into butter and milk powder.

Today, AMUL has 3 plants known as AMUL 1, 2 and 3 and another plant in Mogar and Khatraj and another two dairy at PUNE and CALCUTTA. The two plant of AMUL except AMUL 1 is fully automated plant.

4.1.2 ORGANIZATION STRUCTURE OF PRODUCTION DEPARTMENT

Managing Director

General Manager (Dairy Plant & Technology)


Manager

Deputy Manager

Assistant Manager

Superintendent


Senior Officer

Assistant

Junior Assistant

Worker

4.1.3 MANUFACTURING PROCESS OF PRODUCTS

Milking the Cow Manually. Milk producers‟ co-operative ltd. collects the milk from villages. There are 1113 village societies and 172 chilling centres allotted to societies. The collected milk is tested against the set standards that ensure quality of milk being received from the root level. Milk dispatched at AMUL dairy plant for further processing. Milk is pasteurized, clearified and standardized using latest technological machines and equipments. The various products have been made from milk.

Generally about 85% of milk is the buffalo‟s milk and rest is cows. Currently AMUL receives 11lakhs litres of milk. However it has the capacity of handling of 15lakhs litres of milk. Milk is received first at the raw milk SILO. The cans of milk are smelt, washed and sample of milk is taken. Than the cans are washed with chemicals, steam and hot air. The 25% of milk is received by cans. And other is by tankers.

While milk is brought to Amul, its temperature is generally 8 to 9 degree C. so milk is pasteurized that means it is first heated 70 to 80 degree C. this process kills the germs and bacteria from milk. Then milk is chilled at 3 to 4 degree C to protect from getting spoiled. Then the pasteurized milk is stored in pasteurized milk SILO. Amul has also 8 such SILOS having capacity of maintaining 35,000 litres each. From this silo milk is distributed for production of various products as per their requirements. Each product required different standardization of milk, which is as per their requirement.

The manufacturing process for several products in AMUL plant is as under:

MILK POUCH PACKING:-

The pasteurized milk is stored in pasteurized milk silo. From their it is used for manufacturing of different products. One of its uses is for milk pouch. The packed milk sent to villages and big cities for sale. There are 3 pouch machines for full filling this purpose, which packs 1litre, 500ml, and 200ml. After, packaging it is sent to cold storage, from cold storage milk is distributed among different routes according to demand. AMUL milk meets the PFA standards for the respective type of milk. The acceptable weight difference is +10ml to -10ml. Production Capacity of this plant is 2200-2500carates.

VARIETY FAT(%) SNF(%) Amul Gold (Whole Milk)

6 9

AMUL SHAKTI (STANDARDIZED MILK)

4.5 8.5

Amul Taaza (Toned Milk)

3 8.5

Amul Lite (Double Toned Milk)

1.5 8.5

BUTTER MILK :-

Cream separated during pasteurization process is further pasteurized and stored in cream silos. From cream silos cream is taken in the “churner”. Here, butter and butter milk are separated than the butter milk is sent in chiller for making it chill. Than it is taken from chiller to butter milk storage silo. Than after it is packed in 500ml and 200ml pouch.

GHEE :-

Sour milk is used for production of ghee. This milk is sent to the cream machine for collecting cream. Cream is converted in butter and butter is heated to make ghee. For making ghee they are using white butter. Then it is packed in tins and pouch. In the package of 500ml and 1, 2, 5, 15 kgs. Production Capacity of this plant is 3.5 to 4 tonnes a day. There are different tins available for export. It is mainly exported in U.S.A, Australia and Gulf Countries.

FLOWCHART OF PRODUCTION OF GHEE

Pasteurized Curdled milk CreamButter Butter

Churning

Washing _Butter milk

Butter

Melting

Pre Stratification

Heating

Filetration

Clarification

Storage Tank

Packing

4.2 HUMAN RESOURCE DEPARTMENT

4.2.1 INTRODUCTION "Management is getting things done by people."

There is one popular theme in management “MAN IS MASTER” and AMUL follows this theme. Generally organization is run with the help of five Ms viz. MAN, MONEY, MATERIAL, MACHINE and MARKET. However it is impossible to seem the organization without human resource. Thus human resource comprises the value of the organization by effective and efficient work. HRM is concerned with integration getting all the members of the organization involved and working together with a sense of common purpose. Human resource takes active role in the modern economic scenario of any company. The management of men is not only fundamental but also dynamic and challenging task. The human resource management has thus become important to manage the human resources properly in the organization. Therefore, the organizations involves human resource department to take care of human aspect in the organization. The structure of the human resources management department is as under:

4.2.2 ORGANIZATION CHARTChairman

Managing Director


Administration and Purchase

Senior Officer Personnel Senior Officer Administration Assistant Telephone Operator

Assistant

4.2.4 RECRUITMENT AND SELECTIONRECRUITMENT There are two types of Recruitment sources followed by Amul:

INTERNAL SOURCES: Internal sources include personnel already on the payroll of the organization. Filling a vacancy from internal sources by promoting people has the advantages of increasing the general level of moral of existing employees. Following are included in this source:

Present Permanent Employees. Employee Referrals Former Employee

EXTERNAL SOURCE: These sources lie outside the organization In Amul they consider following sources for recruitment:

Campus Interview Unsolicited Application Application Blank Placement Agencies

SELECTION Selection procedure is concerned with securing relevant information about the applicant. The main objective of selection process is to determine whether an applicant meets the qualification for a specific job and choose the application that is most likely to perform well in the job.

The Selection process in AMUL is as underVacancy in any department

Approval from M.D.

Advertisement

Collection of Application

Securitize the application

Interview

Medical checkup

Selection

After selection, the employees generally have a probation period. In AMUL probation period is different for different type of employees.

The probation period for officers is 12 months, 6 months for clerical employee, and 3 months for workers.

4.2.5 TRAINING AND DEVELOPMENT

Training is the process where the work related knowledge, skills and attitude are given to new employees. By which they aware the policies rules and increase technical and manual efficiency and create of responsibility. AMUL has accepted three methods for the training

On the job method Off the job Out house training

In AMUL various methods conducted for Development purpose are Seminar Conferences Development Program

4.3 FINANCE DEPARTMENT

4.3.1 INTRODUCTION

Financial Management is an activity, which is concerned with the acquisition and conservation of capital funds in meeting financial needs and overall objectives of a business enterprise.

In Financial Management process following points are considered:

Financial Analysis Financial Decision-Making Financial Planning Financial Control

Finance department is that managerial activity concerned with the planning and controlling of the firm's financial resources. Among all the 5 Ms, i.e. man, money, machine, material and market. Money plays a vital role ion the organization. Finance is the lifeblood for the success of an organization. For the organization to grow and develop an even basis, availability or finance on adequate basis is the prime requirement.

The financial management involves critical decisions on which the very survival of the organization depends. The main financial decisions are as follows:

Investment Decision. Financing Decision. Dividend Decision.

Financial decisions are thus very crucial and important, decisions for the firm. The main function of finance department is to tackle The day to day financial requirement and other short term and long term expenses, which an organization incur quite often.

All the other department of the organization strongly depends upon the finance department to carry on their departmental activity efficiently. Hence it is the responsibility of the finance manager to manage the finance function with proper care. Adequate financial availability in time in the organization would lead to organizational success and the failure to manage finance will thus lead to inefficiency.

4.3.2 IMPORTANCE OF FINANCIAL MANAGEMENT

Proper finance is the real key to the success of any business enterprise. Without proper finance a business neither survives nor expands and modernizes. It is the finance, which works like a lubricant, which keeps the organization dynamic. Keeps men and machine at work. The following are the points highlight the importance of finance.

Finance for business promotion. . Finance management for optimum use of firm. Use for co-operation in business activities. Useful in decision-making. Determinant of business success. Measurement of performance. Basis of planning, co-operation and control. Useful to shareholders and investors.

4.3.3 SOURCE OF CAPITAL

Source of Capital of AMUL are:

All the products are sold and distributed by Gujarat Co-operative milk marketing federation (GCMMF). So federation gives them daily amount decided by union if selling of Amul products will be happened or not.

Fix deposit of society is the major source of finance.

Interest of fix deposit of bank like UTI, BOB, GEB Bond and Sardar Sarovar Bond etc. are one of the sources of finance.

Share capital of Amul, which is not listed in market because it is not for public. It is only for the members of societies.

4.3.4 ORGANIZATION STRUCTUREFinance management is vital as well as crucial part of management as whole and involves

planning, allocation of resources and their control. The ultimate responsibility of finance decisions lies with the top management. The nature of finance organization differs however from firm to firm.

Top management takes the complex and important financial decisions and middle level personnel take other decisions. The account department is divided in to various other sections like.1. Account Division

The Function Of this Division is prepare voucher, bills. It also issue Check for the payment.2. ESTA Division

The Function of this Division is to prepare payroll of employee.3. Purchase Bill Division

The Function of this division is issue Check or Draft to party from whom they purchase raw material.

4. MIS Division The Function of this division is handle Data related Account. They have a data base system for that. They have Accounting software system Tally 6.3. In which they input all information related Accounting.

FINANCE STRUCTURE MD

General Manager

Asst. General Manager

A/C Manager Comm. Manager Pur. Superintendent

Dpyt. Sup. Dpyt. Sup. Dpyt. Sup.

Officers Officers Officers

Sr. Asst. Sr. Asst. Sr.Asst.

Jr. Asst. jr.Asst. jr.Asst

4.4 MARKETING DEPARTMENT

4.4.1 INTRODUCTION

Every organization that produces one or more products requires marketing of the products sell them in the market. It is only through marketing that people know about a company's products. Hence marketing is considered as a key activity of organization. The organization requires sound marketing structure to carry on its marketing activities.

However the concept of marketing is not confined only to selling of goods and services to customers. Instead the company tries to create and maintain the customer base through marketing. The marketing thus focus on the customer needs and wants in the market and emphasis on producing and selling only those goods, which have higher demand in market. The company mainly markets its products through advertising. Marketing uses various sales promotional tools to boost the sales of the company. The marketing department thus should have sound distribution channel and promotional system to make the marketing activities sound.

4.4.2 Organization Structure of Marketing Department:

Managing Director

Deputy Manager

Product-dispatch SuperintendentManager


Senior Officer

Assistant

4.4.3 Marketing Mix

The marketing mix is a set of four elements: Product, Price, Place and Promotion and this is decided by GCMMF.

1. Product At AMUL, "GUJARAT CO-OPERATIVE MILK MARKETING FEDERATION LIMITED (GCMMF)" does the product planning at national level. It is the duty of GCMMF to plan the new product by conducting the market survey at the state and national level. However, issues of product lunch at the local level are taken care of by Amul itself. The Amul has set up the commercial department, which conducts the survey in the local areas through business. The new product decisions are also taken by the GCMMF.

2. Price The prices of products of Amul are also decided by the GCMMF. The GCMMF conducts the market survey to check the validity and feasibility of prices in the market and accordingly decides the prices of Amul products. However, the price is inclusive of several elements like,

Cost of Milk

Labour Cost

Processing Cost

Packaging Cost

Advertising Cost

Transportation Cost

Sales Promotion Cost

Taxes etc.

The GCMMF considers all these cost aspects and set them up in pricing structure to decide the jelling price of milk and milk products.

3. Promotion: AMUL, promotes its products through newspaper, Television, hoardings etc. Television is the best media for advertising. The GCMMF however uses hoarding for advertising in local areas. Hoarding designed on the creative basis attract the customer more.

4. Place: AMUL has developed federation and AMUL parlors located in several parts of country. The GCMMF handles the works relating to managing of stocks and distributors in country. Thus GCMMF looks after the disbursement of products to the various marketing channel.

4.4.4 Amul Dairy’s distribution channels

Amul Dairy

GCMMF

Area Depot

Distributors

Retailers

Consumers

4.4.5 Market Segmentation:At Amul, since the marketing activities are handled by the GCMMF, market

segmentation is also decided by GCMMF. The GCMMF determines the market size and market its product accordingly in the market so that the product can be easily sold in the market. Generally milk and milk products like butter and cheese arc popular in the all age groups. Hence they arc segmented at the national level. Milk products like chocolate and milk powder are segmented on the basis of age, that is for children but they arc also marketed at national level. The GCMMF conduct the market survey to know the demand for the products of Amul in the market and then accordingly determines the market segment, defines the target market and emphasis on the demand of population in that particular segment. The GCMMF has developed the marketing information system, which takes care of such issues.

4.4.6 Amul’s sales:Sales Turnover Rs (million) US $ (in million)

1994-95 11140 355

1995-96 13790 400

1996-97 15540 450

1997-98 18840 455

1998-99 22192 493

1999-00 22185 493

2000-01 22588 500

2001-02 23365 500

2002-03 27457 575

2003-04 28941 616

2004-05 29225 672

2005-06 37736 850

2006-07 42778 1050

2007-08 52554 1325

2008-09 67113 1504

2009-10 80053 1773

4.4.7 EXPORT

The products like Butter, Ghee, Nutramul, chocolates made by AMUL are also exported into various countries like USA, Nepal, South Africa, Kenya, Bhutan, Bangladesh, Thailand, Srilanka, Tanzania, Australia and Gulf Countries.

New market like Russia and Saudi Arabia etc are the prospect market in international market. In international market federation has gone at the rate of 34% in reflecting consumers‟ faith in the AMUL brand.

The federation has opened a warehouse in Dubai to serve better customers.

4.4.8 COMPETITORS

Competitors are the person who produce and sales the same product as produced by the unit. Competitors affect the business with several causes. The main rivals of AMUL are as following:Rich milkSardar milkNestleBritannia

Cheese of Le-BoenGowardhan

The main competitors of amul relating to nadiad district are as under: Sukhdia Garbaddas Adarsh Shreeji Ji bapuji Vrudavan Dairy Local sweet maker

CHAPTER-5

RESEARCH

METHODOLOGY

RESEARCH METHODOLOGY

Marketing research plays an important role in the process of marketing. Starting with market component of the total marketing talks. It helps the firm to acquire a better understanding of the consumers, the competition and the marketing environment.

RESEARCH ONThe research is conducted to know customers’ perception towards AMUL SWEETS.

JUSTIFICATION FOR THE RESEARCH

This study will helpful to the company for knowing consumers’ expectation. It is also helpful to the company in deciding how much price should be charged for its sweets, how to promote its sweets in the market and how to launch sweets in the market.

RESEARCH OBJECTIVE:-

Amul is going to launch new product of sweets so amul wants to study consumer behaviour and initial consumer response before launching of sweets in nadiad district. The main objective of the research is to know the customers’ perception towards towards AMUL SWEETS. Other objectives of the research are as under:

To aware the customers about the AMUL sweets.

To understand the sweet consumption Pattern in Nadiad district.

To decide the tools used to promote the AMUL sweets.

To understand sweet segment in the Nadiad district.

To know the expectation of people from AMUL company.

Scope of Study

The scope of this study is for having following areas to be covered:

It will help for increase the awareness of the new product launch.

It can be useful to understand the initial Market segment of the product.

It gives information about Competitive analysis with the existing brands already

available in the market.

It will be helpful to company in deciding the price of sweets.

Research Design

Descriptive Studies: The descriptive research design has been used because it described the phenomena under the study and recommendations were specific under this study. Descriptive studies are undertaken in many circumstances. When the researcher is interested in knowing the characteristics of certain groups such as age, sex, educational level, occupation or income, a descriptive study may be necessary.

Sampling Design:

Population: People of Nadiad District

Sample Unit: Individual

Sampling Procedure: Non Probability, Convenience based sampling

Contact Method: Personal meeting with people

Data Source: Primary data

Sample Size: 300 sample of customer

SOURCES OF DATA

Primary Data: Data was collected through direct interviews from the customers and questionnaire method.

AMUL SWEETS

MALAI PEDA

KAJUKATRI

Data Analysis&

Interpretation

Q.1 Do you eat sweets?Particular Frequency % of respondentYes 282 94No 12 6Total 300 100

Yes No0

102030405060708090

100

94

6

Usage Of Sweets

Series1

result

% of re-spondent

INTERPRETATION:

94% of respondents are eating sweets.6% of respondents are not eating sweets.

Q.1.1 If No, than reasonParticular Frequency % of respondentHealth problem 8 66.67Conscious about health 4 33.33 Other 0 0Total 12 100

Health problem Conscious about health

0

10

20

30

40

50

60

70

66.67

33.33

Non-User Of Sweets

Series1

result

% of re-spondent

INTERPRETATION:

Of non user of sweets, 66.67% respondents have health problem

33.33% respondents are conscious about health.

Q.2 What kind of sweets do you eat?Particular Frequency % of respondentLocal branded 165 58.51Branded 108 38.30Non branded 12 4.26Total 282 100

Object 4

INTERPRETATION:

Of total usage of sweets, 58.51% respondents are eating local branded sweets38.30% respondents are eating branded sweets4.26% respondents are eating non branded sweets

Q.3 How often do you eat sweets?Particular Frequency % of respondentEvery day 10 3.55Every 2 day 13 4.61Every week 79 28Every 2 week 56 19.86During Festivals only 124 43.98Total 282 100

4% 5%

28%

20%

44%

Frequency Of Eating Sweets

Every dayEvery 2 dayEvery weekEvery 2 weekDuring Festivals only

INTERPRETATION:

Of total usage of sweets, 3.55% respondents are purchasing sweets every day4.61% respondents are purchasing sweets every 2 day28% respondents are purchasing sweets every week19.86% respondents are purchasing sweets every 2 week43.98% respondents are purchasing sweets during festival days

Q.4 For What purpose do you eat sweets?

Particular Frequency % of respondentCelebration 115 40.78To Gift Someone 14 4.96For Child 19 6.74For self consumption 134 47.52Total 282 100

41%

5%7%

48%

Purpose To Eat Sweets

CelebrationTo Gift Someone For ChildFor self consumption

INTERPRETATION:

Of total usage of sweets, 41% respondents are purchasing sweets for celebration5% respondents are purchasing sweets to gift someone7% respondents are purchasing sweets for chid47% respondents are purchasing sweets for self consumption

Q.5 What is the frequency of purchasing sweet?

Particular Frequency % of respondentDaily 8 2.84Weekly 99 35.11Monthly 45 15.96Only Festival days 130 46.09Total 282 100

Daily

Weekly

Monthl

y

Only Fe

stiva

l day

s

0

10

20

30

40

50

2.84

35.11

15.96

46.09

Frequency Of Purchasing Sweets

Series1

time

% of re-spondent

INTERPRETATION:

Out of 282 respondents, 2.84% respondents are purchasing sweets on daily basis35.11% respondents are purchasing sweets on weekly basis15.96% respondents are purchasing sweets on monthly basis46.09% respondents are purchasing sweets on festival

Q.6 From where do you purchase sweets?Place Frequency % of respondentLocal Store 207 73.40Shopping Malls 7 2.48Super Store 60 21.28Exclusive store 4 1.42Other 4 1.42Total 282 100

Local Store

Shopping Malls

Super Store

Exclusive store

Other0

10

20

30

40

50

60

70

80

73.4

2.48

21.28

1.42 1.42

Place Of Purchasing Sweets

Series1

place

% of re-spondent

INTERPRETATION:

Out of 282 respondents, 73.40% respondents are purchasing sweets from local store2.48% respondents are purchasing sweets from shopping malls2.28% respondents are purchasing sweets from super store1.42% respondents are purchasing sweets from exclusive store1.42% respondents are purchasing sweets from other places

Q.7 What, First thing attract you to buy sweets? Particular Frequency % of respondentPrice 65 23.05Quality 172 60.99Packaging 12 4.26Quantity 20 7.09Brand Name 13 4.61Other 0 0Total 282 100

23%

61%

4%

7%5%

Features That Attract Purchase Of Sweets

PriceQualityPackagingQuantityBrand NameOther

INTERPRETATION:

Out of 282 respondents, 23% respondents are purchasing sweets due to price61% respondents are purchasing sweets due to quality4% respondents are purchasing sweets due to packaging7% respondents are purchasing sweets due to quantity5% respondents are purchasing sweets due to brand name

Q.8 What form of Sweets do you like most?Sweets Frequency % of respondentPeda 93 32.98

Kesar 70 Malai 23

Barfi 49 17.38 Mava 36 Choco 12 Other 1

Kajukatri 118 41.84 Kesar 100 Choco 18

Other 22 7.80Total 282 100

peda barfi kajukatri other05

1015202530354045

32.98

17.38

41.84

7.8

Sweets People Eat

Series1

sweets

% o

frespondent

INTERPRETATION:

Out of 282 respondents, 32.98% respondents are eating peda17.38% respondents are eating barfi41.84% respondents are eating kajukatri7.80% respondents are eating other sweets like halwa, ghari, rasmalai etc.

Out of 93 respondents eating peda, 70 respondents are eating kesar peda and 23 respondents are eating malai peda

Out of 49 respondents eating barfi, 36 respondents are eating mava barfi, 12 respondents are eating choco barfi and 1 person is eating other type of barfi

Out of 118 respondents, 100 respondents are eating kesar kajukatri and18 respondents are eating choco kajukatri

Q.9 If Amul, launching new sweets like, Peda, Barfi, kajukatri, etc., would you be interested to Buy it?Particular Frequency % of respondentYes 279 98.94No 3 1.06Total 282 100

Yes No0

102030405060708090

100

98.94

1.06

Interest To Buy Amul Sweets

Series1

result

% of re-spondent

INTERPRETATION:

Out of 282 respondents, 98.94% respondents are interested to buy Amul sweets1.06% respondents are not interested to buy Amul sweets

Q.10 If Amul launching Sweet than, which is your best assurance for sweets from amul? Particular Frequency % of respondentBest Quality 130 46.59Good Test 62 22.22Best Promotion 4 1.43Affordable Price 77 27.6Attractive design and Packaging

4 1.43

All 2 0.73Total 279 100

47%

22%

1%

28%

1% 1%

Best Assurance From Amul

Best QualityGood TestBest PromotionAffordable PriceAttractive design and PackagingAll

INTERPRETATION:

Out of 279 respondents, 47% respondents assures that Amul will provide best quality sweets22% respondents assures that Amul will provide sweets with good test1% respondents assures that Amul will do best promotion for sweets 28% respondents assures that Amul will charge affordable price for its sweets1% respondents assures that Amul will provide sweets with attractive design and packaging1% respondents assures that Amul will provide all of above

Q.11 What form of advertising draws your attention most?Particular Frequency % of respondentTV 158 56.63Newspaper 27 9.68Poster 20 7.17Free Samples 45 16.13Radio 6 2.15Boucher 12 4.30Large Banner/Hoarding 6 2.15Other 5 1.79Total 279 100

57%

10%

7%

16%

2% 4% 2% 2%

Kind Of Advertisement

TVNewspaperPosterFree SamplesRadioBoucherLarge Banner/HoardingOther

INTERPRETATION:

Out of 279 respondents, 58% respondents prefer advertisement through TV10% respondents prefer advertisement in newspaper7% respondents prefer advertisement through poster17% respondents prefer advertisement through free samples2% respondents prefer advertisement through radio4% respondents prefer advertisement through brochure2% respondents prefer advertisement through large banner/hoarding2% respondents prefer advertisement through other sources or no advertisementQ.12 What special offers do you prefer?Particular Frequency % of respondentBuy one get one free 80 28.6750 % Extra 55 19.71Combo offer 25 8.96Assured Gift (Lucky draw) 20 7.17Special Discount 74 26.52Other 25 8.97Total 279 100

29%

20%9%7%

27%

9%

Special Offers

Buy one get one free50 % ExtraCombo offer Assured Gift (Lucky draw)Special DiscountOther

INTERPRETATION:

Out of 279 respondents, 29% respondents prefer buy one get one free offer20% respondents prefer 50% extra offer9% respondents prefer combo offer7% respondents prefer assured gift (lucky draw) offer26% respondents prefer special discount offer9% respondents prefer other offer as well as no offer

Q.13 What is it that attract you to trying a new amul sweet?

Particular Frequency % of respondentPrice 62 21.22Quality 171 61.29Other’s Perception 1 0.36Packaging 4 1.43Advertisement 30 10.75Free Sample 1 0.36Other 10 3.59Total 279 100

21%

62%

0%

1% 11%

0% 4%

Features That Attract To Try Amul Sweets

PriceQualityOther’s PerceptionPackagingAdvertisementFree SampleOther

INTERPRETATION:

Out of 279 respondents, 21.22% respondents will attract to try amul sweets due to price

61.29% respondents will attract to try amul sweets due to quality

0.36respondents will attract to try amul sweets due to other’s perception

1.43% respondents will attract to try amul sweets due to packaging

10.75% respondents will attract to try amul sweets due to advertisement

0.36% respondents will attract to try amul sweets due to free sample

3.59% respondents will attract to try amul sweets due to other thing like brand name

Q.14 According to your preference, please give Rating.

14.1 Amul Logo

Particular Frequency % of respondentExcellent 120 42.55Very Good 96 34.04Good 58 20.57Fair 6 2.13Poor 2 0.71Total 282 100

Excellent Very Good Good Fair Poor0

5

10

15

20

25

30

35

40

45

42.5534.04

20.57

2.13 0.710000000000001

Rating Of Amul Logo

Series1

result

% o

f re

spondent

INTERPRETATION:

Out of 282 respondents, 42.55% respondents has rated Amul Company as excellent

34.04% respondents has rated Amul Company as very good

20.57% respondents has rated Amul Company as good

2.13% respondents has rated Amul Company as fair

0.71% respondents has rated Amul Company as poor

14.2 Amul Brand

Particular Frequency % of respondentExcellent 180 63.83Very Good 85 30.14Good 17 6.03Fair 0 0Poor 0 0Total 282 100


10

20

30

40

50

60

70

63.83

30.14

6.03 0 0

Rating Of Amul Brand

Series1

result

% o

f re

spon

dent

INTERPRETATION:




14.3 Test/ Quality of Amul’s Product

Particular Frequency % of respondentExcellent 165 58.51Very Good 85 30.14Good 32 11.35Fair 0 0Poor 0 0Total 282 100


10

20

30

40

50

60

58.51

30.14

11.350 0

Rating Of Test/Quality of Amul Products

Series1

result

% o

f re

spondent

INTERPRETATION:




14.4 Advertisement



101520253035404550

45.04

20.37 21.28

3.55 1.76

Rating Of Advertisement

Series1

result

% o

f re

spondent

INTERPRETATION:






14.5 Overall Rating



10

20

30

40

50

60

56.03

31.91

9.931.77 0.36

Overall Rating

Series1

result

% o

f re

spondent

INTERPRETATION:






Q.15 Annual Income

Income Frequency % of respondentBellow 50000 186 6250000-1Lacks 75 251-2 lacks 18 6More than 2L 21 7Total 300 100

Bellow 50000 50000-1Lacks 1-2 lacks More than 2L0

10

20

30

40

50

60

70

62

25

6 7

Income-wise Analysis

Series1

income

% o

f re

spon

dent

INTERPRETATION:

Out of 300 respondents, 62% respondents have bellow 50000 income per annum

25% respondents have 50000-1 lack income per annum

6% respondents have 1-2 lack income per annum

7% respondents have more than 2 lack income per annum

Q.16 Number of Family Members

Family member Frequency % of respondent1 3 12 9 33 50 16.674 21 7More than 4 217 72.33Total 300 100

1 2 3 4 More than 4

0

10

20

30

40

50

60

70

80

1 316.67

7

72.33

No. Of Family Member

Series1

family member

% o

f re

spon

dent

INTERPRETATION:

Out of 300 respondents, only 1% respondents has 1 family member

3% respondents has 2 family member

16.67% respondents has 3 family member

7% respondents has 4 family member

72.33% respondents has more than 4 family member

SWOT ANALYSIS

STRENGTH

CO-OPERATIVE CULTUREAll the co operative work together to accomplish a particular task.

REASONABLE MARGINThe system works only for farmers and for consumers, not for profit.

QUALITY

AMUL aims at providing quality to the customers at minimum cost.

BRAND STRENGTHThe strong brand equity of AMUL, which made it possible to become a market leader in milk and milk products.

PRODUCT INNOVATIONUnder its umbrella brand AMUL has added a wide range of milk products like- cheese, butter, Srikhand, flavored milk, Ice-Cream, Chocolate, Sugar-free Chocolate, Probiotic Ice-Cream etc. Recently AMUL launched Pizza and milkshakes.

EXCELLENT PROMOTIONAL TOOLSAMUL is promoting with the help of advertisement, personal selling, sale promotion etc. AMUL generally use hoarding for its promotion. Recently, AMUL is also sponsoring Star Channel for its program star Voice of India.

WEAKNESS

Co-operative culture if not dealt properly can affect the organization.

Animals are now taken as side business. This can affect the industry as the main raw material is milk which is provided by animals.

Illiteracy of the farmers obstructs the successful functioning of the organization. It makes it impossible for the industry to convince them and change the people‟s mindset.

Sometimes government policies also stand as an obstacle in front of the organization for its functioning.

OPPORTUNITIES

AMUL is exporting its products in different countries like UAE, Singapore, Australia, U.S.A. and Gulf Countries. Being, Asia‟s largest milk brand AMUL has acquired significant position in the global market.

Day by day increase in the collection of the milk, AMUL has wide opportunity to produce variety of products

THREATS

With the advent of multinational companies in India the competition has intensified. Amul is facing a tough competition with the companies like Cadbury, Nestle, and Britannia etc.

In the health drink segment for its „Stamina‟ Amul is facing competition with PepsiCo India, Parle Agro etc. Similarly in beverage section also it is having a lot of competitors.

Animals are now taken as side business by the farmers. Their illiteracy poses a threat to change their mindset thereby affecting the organization.

FINDINGS AND SUGGESTIONS

There is a scope of business as there is a demand for dairy products.

AMUL Dairy should open more outlets to get the maximum advantage of the demand.

Need to put more stress in the face-to-face direct marketing to reach to the customers.

The increasing demand for these products presents a great opportunity for theProduction.

The major problem faced by Retailers and AMUL Retailers is the SUPPLY problem i.e.

problem with the distribution. The company should aim at improving its SUPPY CHAIN

MANAGEMENT.

The company should increase incentives that can increase Retailers Nominal Income. This

can be done through certain Schemes that increase the overall sales.

The company should lay emphasis on proper PROMOTION of the brand at the Retail

Outlet.

CONCLUSION

Amul is a highly successful co-operative sector in world. Which truly work for farmers

who are the members of union. All departments are working well and help the union to reach

towards top position. I have list out some recommendations. They are as follows.

Special Seminar should be arranged in village for guiding the village people in proper

take care of Animal. Amul should do research actively in village for guiding the village people in

proper take care of Animal. Amul should do research activity in animal husbandry practice to

increase the milk production.

Amul has competitive established system. The four hands of Amul are working

successfully with corporation. The people of Amul are very co-operative and enthusiastic. Amul

is famous as “Anand pattern” for its co-operative organization in world. So it’s a matter of proud

for the people of Anand as well as India. Amul is really “The Taste of India”.

According to my point, success factors of Amul are hard work, discipline, co-operative

structure, production technology development.

BIBLIOGRAPHY

BOOKS: The Amul India Story: Ruth Heredia

.

: Marketing Management By Philip Kotler (11th Edition)

WEBSITE:

www.amul.com

www.google.com

http://www.google.com/

http://www.amul.com/

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