Final Amul Project.docx

A PROJECT REPORT ON

IMPACT OF BTL ACTIVITY ON CONSUMER’S OF DAIRY PRODUCTS IN SOUTH MUMBAI

PROJECT REPORT SUBMITTED BY

Shaikh Raihan Alam Mohd Jaish UNDER THE GUIDANCE OF MR. PRAKASH AUTE ZONAL INCHARGE, MUMBAI

1

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This is to certify that the project reported titled “IMPACT OF BTL ACTIVITY ON CONSUMER BEHAVIOR OF BEHAVIOR OF AMUL INDIA which is being submitted

herewith for the award of MASTER IN MANAGEMENT STUDIES (Marketing), Mumbai is the result of the original research work completed by HANSEL HILLARY D’SILVA under my supervision and guidance and to the

best of my knowledge knowledge and belief the work work embodied in this this Project Report Report has not formed earlier the basis for the award of any degree or similar title of this or any other University or examining body.

PLACE: MUMBAI DATE: 30/09/14















I, the undersigned, hereby declare that the Project Report titled “IMPACT OF BTL ACTIVITY ON CONSUMER BEHAVIOR AT MUMBAI” written and

submitted by me to the University of Mumbai, in partial fulfilment of the requirement for the award of “Master in Management Studies” is my original work and the conclusions drawn therein are based on the material collected by myself.

Place: Mumbai Date: 30/09/14















It has been great pleasure for me to work as a summer trainee in an esteemed organization like Amul India, which made me aware of the culture followed in the organization and gave me a great exposure. The project work has been made possible through direct and indirect co-operation of various persons for whom I wish to express my appreciation and gratitude. I shall remain grateful to Mr.Tejas Ramnathkar for his incisive support and objective guidance during the project. I am also grateful for the kind co-operation and guidance provided by Prof. Swati Iyengar and our Director Mr. S.K. Ramakrishnan without which the project could not have been completed

successfully. Once again I express my gratitude to Branch manager – Thane MMO Mr. Mangesh Yadav for their kind co-operation. co -operation. Last but not the least I thank my parents and friends who gave me moral support throughout. Thank to you!!

Place: Mumbai















This project report is to study the impact of below the line activities on consumers of dairy products in South Mumbai. Herein expert interviews were conducted with officers of GCMMF ltd (AMUL) to study the current milk market in Mumbai. Further a survey of retail outlets was conducted with 362 outlets from different categories, to collect information on sales of AMUL AM UL products under fresh product division and study the penetration of AMUL distribution network. From the data collected in this survey, it was interpreted that AMUL FPD has a good retail penetration of 84% 84% with a market share share of 48% under pouch milk. From the above study it was found that the sales of AMUL masti dahi in pouch has poor sales, hence it was was decided to conduct a BTL activity in selected selected outlets to study the impact of this activity on consumers buying behavior. An FGD was conducted to frame the parameters for judging the consumer behavior for buying dahi. The BTL activity was conducted at 35 selected outlets for a period 3 days/outlet and the data collected was analyzed using SPSS paired sampled T test, it was interpreted that the alternative hypothesis is accepted i.e. there was a significant impact of BTL activities on sales of pouch dahi in South Mumbai.















Sr. No

Topic

Page No.

1

Executive Summary

5

2

Introduction

7

3

Literature Review

9

4

Company Profile

10

5

Product Profile

16

6

Objectives

21

7

Research Design

22

8

Research Methodology

24

9

Results and Discussion

27

10

Conclusion

38

11

Finding

39

12

Suggestion

40

13

Reference

41

















The milk industry in India has been on a sturdy path of progression since Indian independence. The milk production of India has grown from 17 million tonnes (1951) to 127 million tonnes (2012). Today, India is the world’s largest milk producer; accounting for more than 17% of the world’s total milk production. The

capita milk availability is around 290 g per day. India has the largest cattle (185.2 million, 2.1 kg dairy yield/animal and contributed 38% of total milk production) and buffalo population (97.9 million, 2.6 kg dairy yield/ animal and contributed 54% of total milk production) total population in the world. More than 67 percent of dairy animals are owned by marginal and small farmers. Interestingly, buffalo milk accounts for the largest share of the total milk produced in the country. The pricing policies totally based on fat contains, hence buffalo milk offers higher profit margins margins as compared to cow milk. milk. Milk production is growing 7% by volume and app. 5% by value. This progress is primarily attributed to structural changes in the Indian dairy industry (IDI) brought about by the advent of dairy cooperatives. A market size of IDI was USD 48.5

















Milk Production in India

Milk production in India Year

Production (Million Tonnes)

Per Capita Availibilty (gms/day)

2008-09

112.2

266

2009-10

116.4

273

2010-11

121.8

281

2011-12

127.9

290

2012-13

132.4

NA

















Indian milk Sector

Indian milk sector has made remarkable progress over the last few decades. The co-operative movement, especially operation flood has been important driver of this progress and has played an important role in facilitating the participation of smallholders in the expanding sector. Although the share of organized market steadily increases over the last three decades, the informal sector compromising middlemen, private milk traders and direct sale from producer to consumer, still accounts for nearly 80 percent of marketed m arketed milk and milk products in the country. India ranks first in the world in milk production , which has gone up from 53.9 million

tonnes in 1990- 1991 to 127.9 million tonnes in 2012-13. This represents sustained growth in the availability of milk and milk products for the growing population popu lation of the country, apart from being an important secondary source of income for rural families. Milk production across India has grown at a rate of about 19 per cent during the five-year period of 2006-10 and crossed

121 million tonnes (mt) as of 2010-11. However, despite being the largest milk producer in the world, per capita milk availability in India at 252 grams falls below the global average of 279 grams per person pe rson per day, according to a study titled ‘Unlocking the growth potential of Indian dairy industry,’ conducted by The

Associated Chambers of Commerce and Industry of India. Andhra Pradesh (AP) recorded the highest growth rate of over 41 per cent and about 36 per cent in terms of milk production and

















meeting the projected demand of 150 mt by 2016-17.

Dairy co-operatives account for the major share of processed liquid milk is around 20%. There are 170 milk producers’ co-operative unions spread across 22-states cooperative dairy federation.

Dairy

sector

has

developed

through

co-operative

in

many

parts

of

the

country.

At 5% level of significan significa nce the  value is 0.05 and the observed value is 0.00 which is less than our α value. Hence we reject out null hypothesis and conclude that there is significance difference of BTL B TL activities on sal sa les of o f pouch dahi.

India contributes to world milk production rise from 12-15% and increasing. India leads amongst the world’s major milk producing countries. In India the leading brands in Milk and Dairy

Industry is Amul (Anand Milk Union Limited). It is situated in the Kaira district of Gujarat, India Derived from the Sanskrit word "Amulya," Amul mean valuable. Formed in 1946, it is a brand a brand name managed by an Indian cooperative organization, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by 3.03 million milk producers in Gujarat, India. Beginning of Amul is based in Anand, in Anand, Gujarat Gujarat and has been a success of example cooperative organization. Amul spurred the Revolution in India which in turn made India the largest producer of milk and milk products in the world. It is also the world's largest vegetarian vegetarian cheese brand .Amul is the largest food brand in India and world's largest pouched milk brand with

















Sales Turnover of last five years:

Sales Turnover

Rs. (crores)

2008-09

67113

2009-10

80053

2010-11

97742

2011-12

116680

2012-13

137350

2013-14

181434



















The Kaira The Kaira District Co-operative Milk Producers' Union was registered on December 01, 1946 as a response to exploitation of marginal milk producers by traders or agents of existing dairies in the small town named Anand named Anand (in (in Kaira Kaira District of Gujarat). Gujarat). Milk Producers had to travel long distances to deliver milk to the only dairy, the Polson the Polson Dairy in Anand. Often milk went sour as producers had to physically carry the milk in individual containers, especially in the summer season. The prices of buffalo buffalo and cow milk were arbitrarily determined. Moreover, the government at that time had given monopoly rights to Polson Dairy to collect milk from Anand and supply it to Bombay city in in turn. Angered by the unfair and manipulative trade practices, practices, the farmers of Kaira District approached Sardar Vallabhbhai Patel (who later became the first Deputy Prime Minister and Home Minister of free India) under the leadership of the local farmer



















commercial scale anywhere in the world. The success of the dairy co-operative movement spread rapidly in Gujarat. In order to combine forces and expand the market while saving on advertising and avoid a situation where milk cooperatives would compete against each other it was decided to set up an apex marketing body of dairy cooperative unions in Gujarat. Thus, in 1973, the Gujarat Co-operative Milk Marketing Federation was established. The Kaira District Co-operative Milk Producers’ Union Ltd. which had established the brand name Amul in in 1955 decided to hand over the brand name to GCMMF (AMUL). Impressed with with the development of dairy cooperatives in Kaira District and its success, Lal success, Lal Bahadur Shastri, the Shastri, the then Prime Minister of India during his visit to Anand in 1964, asked Dr.Kurien to replicate the Anand type dairy cooperatives all over India. Thus, the the National Dairy Developed Board was formed and Operation Flood Programme was launched for replication of the Amul Model all over India. In 1960's Dr M M Kashyap (faculty Agricultural and Engg Dept.), Bondurant and Dr Feryll( exstudent of Dr Verghese Kurien (AMUL) visited AMUL factory in Gujarat as a research team



















GCMMF Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF), is India's largest food

product marketing organisation with annual turnover (2013-14) US$ 3.0 billion. Its daily milk procurement is approx 13.18 million lit per day from 17,025 village milk cooperative societies, 17 member unions covering 31 districts, and 3.23 million milk producer members.

It is the Apex organisation of the Dairy Cooperatives of Gujarat, popularly known as 'AMUL', which aims to provide remunerative returns to the farmers and also serve the interest of consumers by providing quality products which are good value for money. Its success has not only been emulated in India but serves as a model for rest of the World. It is exclusive marketing organisation of 'Amul' and 'Sagar' branded products. It operates through 53 Sales Offices and has a dealer network of 10000 dealers and 10 lakh retailers, one of the largest such networks in



















For its consistent adherence to quality, customer focus and dependability, GCMMF has received numerous awards and accolades over the years. It received the Rajiv Gandhi National Quality Award in1999 in Best of All Category. In 2002 GCMMF bagged India's Most Respected Company Award instituted by Business World. In 2003, it was awarded The IMC Ramkrishna Bajaj National Quality Award - 2003 for adopting noteworthy quality management practices for logistics and procurement. GCMMF is the first and only Indian organisation to win topmost International Dairy Federation Marketing Award for probiotic ice cream launch in 2007. For the innovations, GCMMF has received AIMA-RK Swamy High Performance brand award 2013 and CNN-IBN Innovating for better tomorrow award in 2014. For the tree plantation activity GCMMF has received seven consecutive Good Green Governance award from Srishti during 2007 to 2013. The Amul brand is not only a product, but also a movement. It is in one way, the representation of the economic freedom of farmers. It has given farmers the courage to dream. To hope. To live.

GCMMF - An Overview



















Sales Turnover -(2013-14)

1. AMUL TAAZA

Rs. 18143 Crores (US $ 3.0 Billion)





















2. AMUL GOLD



















Storage

3. AMUL DAHI

Under Refrigeration (Below 8°C)



















4. BUTTER MILK



















Shelf Life

48 hours from the date of packing

Storage Condition

Under Refrigeration below 8°C

























































3. This project can be implemented in suburbs’, tier 2 cities etc.



















Many retailers were not comfortable to offer the scheme s cheme from their outlet.



















Focus Group discussion:



















b) Observation technique of data collection

Population:









































































































































































































Final Amul Project.docx

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