You are on page 1of 54

A Marketing Report On

INDUSTRIAL VISIT TO MOTHER DAIRY

Submitted to Som-Lalit Institute of Business Administration


Guided By : Prof. Twinkle Trivedi

Submitted by:

Name

Joshi Bhaumik
S.Y. B.B.A A 38

Std. : Div. : ROLL NO. :

Year 2011-2012
1

CERTIFICATE
This is to certify that a project report on the visit to mother dairy is submitted by BHAUMIK JOSHI to the Som-Lalit Institute of Business Administration, affiliated to Gujarat University, in practical fulfillment of the completion of practical studies in the functional areas of management at the S.Y.B.B.A. program.

Prof. Twinkle Trivedi (Faculty In charge)

Prof. K. J. Patel (Director)

Date:
2

PREFACE

The systematic Knowledge of management is essential in business. Demand for trained and professional manager is increasing day by day. Keeping this condition in view Gujarat University has started B.B.A program which prepares managers for tomorrow. The industrial visit is very important to develop managerial ability at the level of B.B.A students.

The training gives me an opportunity to test and verify application of theories and comprehend integration between management theory and practices. Being a student of management it was golden opportunity for me to have this type of visit by this I came to know about the functioning of industries I went to an industrial visit at MOTHER DAIRY

I have tried my best to present all the information to the best of my abilities.

ACKNOWLEDGEMENT

I would also like to gratitude to the entire officer and other staff member of the MOTHER DAIRY who provides us full details of their unit. I am thankful to owner of MOTHER DAIRY who provides all the necessary information for this report.

I have no to words described my gratitude for Prof. Twinkle Trivedi for giving very best guidance for preparation of this report.

Finally I am thankful to all my colleagues for their kind co-operation while collection the necessary information for this report.

CONTENT SR No. 1. 2. 3. 4.

Subject Introduction to Dairy Industries Introduction of Mother Dairy Production Detail Marketing Detail
Amul export Consumer packs New product development Market research Marketing research process Market segmentation Cost strategy Differentiation Competitive environment Product mix Corporative strategy Pricing Features Target Marketing Packaging Labeling Branding Demand measuring Distribution channel Advertising Marketing chart Competitors
5

Page No. 7 10 15 25

5. 6. 7. 8.

Finance Detail Personnel Detail Conclusion Bibliography

45 49 51 53

1. Introduction to Dairy Industries

INTRODUCTION OF DAIRY INDUSTRIES


A Dairy is one of the parts of agriculture. Dairy Industry occupies important piece in India Economy. Dairy industry is one of the consumer good industries. Dairy industrys product is important item in population is vegetarian. Therefore milk and milk product assume important and only sources of animal fats in their daily diet and important sources of animal protein. From the view point of economy dairy industry has several significant points in its credit. It brings significant change in socio-economic structure of rural economy. It has important role in employment generation. It provides regular sources of supplementary employment of small & marginal farmer and agriculture laborites.

Dairy Industries has recently Developed. Initially because develop in this rural are as only on very moderate scale. National sample survey report has given details about 35% distribution of Monthly production of milk and milk products.

At the time of independent, there were 106 dairy plants in country. In India cattle raring has since long been important economic activity of rural masses. Dairy industry is based on cattle raring activity. India is presumed to have first rank in production of milk on the global scenario.

PROBLEMS OF DAIRY
Though Mother dairy is very successful because of Amul dairy. In the production of Milk and it has to face some external problems which are not in its control. Amul dairy has not of problems like There is inability to bread dairy through the year, so it suffers from season ability in the total production per day. Quality dairy animals are in short supply in India. The production of Milk is low in summer so it may not be able to meet full demand to the customer. The plant is fully computerized and operation is done by only through by machienes so it there arises a problem in any one of the machines then it can affected the whole the production process. While producing 10 lacks liters of Milk 12 lacks liters of efficient is erected which is difficult to be disposed off and may cause pollution. According to the sources within the unit there is not enough availability of land for the physical expansion of the plant. It has main problem of man power and electricity power.

2. Introduction of Mother Dairy


10

INTRODUCTION OF MOTHER DAIRY


Dairy Industry is one of leading industry in country and world. There are many leading dairy industry in this liven Amul is very big and prestigious Name in Gujarat. This is also well known as Amul in international level. And mother Dairy is one of the parts of Amul Dairy. All the products which are produced at Mother Dairy are brand name of Amul. Amul Dairy & Mother Dairy is a member of Gujarat co-operative milk marketing federation Ltd. (GCMMF). A member dairy is full computerized plant in all India. Mother Dairy has a very strong team of distributors and retailers in Ahmedabad. The milk is supplied to them in pouches by the means of cans. In Ahmedabad it has around 75 distributors and 200 retailers. Mother Dairy does not have the problem of severe competition in milk because it enjoys a share of 60% in Ahmedabad. In the GHEE, MILK POWDER, and ICE-CREAM products it has a though completion from many well established companies. Mother Dairy is a part of the Gujarat co-operative Milk Marketing Society. Other members of Gujarat co-operative milk marketing federation are as under. Kheda District Co-operative Milk Products Union Ltd. Anand. Ahmedabad district co-operative milk products union Ltd. Ahmedabad. Baroda district co-operative milk products union Ltd. Baroda. Mehsana district co-operative milk products union Ltd. Mehsana. Sabarkhantha district co-operative milk products union Ltd. Sabarkhantha.
11

Banaskhantha district co-operative milk products union Ltd. Banaskhantha. Surat district co-operative milk products union Ltd. Surat. Valsad district co-operative milk products union Ltd. Valsad. Rajkot district co-operative milk products union Ltd. Rajkot. Bharuch district co-operative milk products union Ltd. Bharuch. Panchmahal district co-operative milk products union Ltd. Panchmahal. Mother Dairy collects the surplus milk from above member district dairy. It has a capacity of 10, 00,000 liter per day.

Mother Dairy is a co-operative form of business organization. It has fully automatic plant. Its shares in market are 50 to 20 % in India and 70 to 80 Distributors in Ahmedabad. Its products are assured by Quality Assurance service.

Plant visited Mother Dairy 35, near Indira Bridge, Village Bhat, Gandhinagar.

12

Location pattern
The Mother Dairy is situating at Ghandhinagar. It is situated at very peaceful area. It is very major venture of Gujarat co-operative milk marketing federation Ltd. It is collecting with all villages near by Gandhinagar & Ahmedabad. It is nearer to National Highway No.8. Its transportation facilities is very good service, quality and softly. Labor is easily available here. The plant is nearer to the market of Gandhinager and Ahmedabad. Such favorable condition has helped the plant in rapid development and expansion.

Brief history and origin


Mother Dairy is Gujarats one of the leading Dairy. It was established in the year 1994. A mother dairy is member of Gujarat cooperative milk marketing federation limited. And Gujarat co-operative milk marketing federation at a office is situated at Anand A mother dairys opinion leader is Amul. Mother Dairy is producing milk and milk products. There are 11 members in Gujarat co-operative milk marketing federation limited and it setup a plant of mother dairy and all union in increase to milk and milk products.Mother Dairy is fully computerized plant in all Asia mother dairy produces all the products it name as under in AMUL.

Growth
Mother Dairy is 30-35 years old. It was started with one product i.e. milk not its products have increased. Its products in milk are Amul Taza, Amul Shakti, And Amul Gold and in milk products like Amul ice cream, Amul Ghee, Amul Milk powder, Amul chocolate, Amul Cheese
13

Organization Detail
Chairman: Veryhes Kurian Managing Director: B.M.Vyas General Manager: Dr.D.r.Chitele Auditor: Surendra patel Ashish patel Location: Mother Dairy Plot No. 35, Near indira Bridge, Village Bhat, Gandhinagar. Head Office: Gujarat co-operative Milk Marketing Federation Limited. Amul Dairy Road PB No.10, Anand 388 001, India. Phone: +91-2692-258507, 258508, 258509 Fax: +91-2692-240208 Grams: Milk fed Email: gcmmf@amul.com

14

3. Production Detail

15

Introduction to production system


Production of goods & services are the major emphasis on the creation of goods. Production in most cases, manufacturing mining, farming, fishing, or timbering, manufacturing or production is the systematic. Step conversion of form utility in goods. It is done factories, which is house manufacturing process or is house manufacturing process or broadly production system. First manufacturing processes takes the products of mine farm & ferrets & modify their matching or other operation done in predetermined sequence. If these are omens there are on subsequent processor. It is more likely, however that a chain of product is arrived & that a chain of processor will required before a product is arrived & that is ready for final consumption each factory in such chain buys the products of processor chats & processing in the given plant, become its product in turn this is sold to subsequent processor or through.

Collection of Milk
The mother dairy is first to setup co-operative society and it inform to all villagers near by this area thereafter a village man has given a some part of milk, given by co-operative society and this society is opening to some hours and it collects milk either morning or evening. A co-operative society will increase by more and more milk society give a return of rupee and some other facilities. A society gives a facility like an advance loan. It gives all facility to its all member. Mother dairy also collects milk of maximum fats and stuff. Mother dairy collects milk per day in a 10, 00,000 liters. The surplus milk of other district co-operative society is came through trucks and at first sample of that milk is taken into the laboratory.

If it is passed then that milk is accepted.


16

200 fats 400,000 liters 100 fats 100,000 liters 500 fats 300,000 liters 1000 fats 200,000 liters

Raw Materials
After collecting of milk a mother dairys supervisor he get more milk made a more creamy and fats SNF (solid not fats.) Its some raw material required as under.

Milk, salt, acid and some other chemicals. Process of collection of milk
First the collections of milk of all kens are noted in quality first of all. Then the sample of each kens milk is send to laboratory and laboratories checks the fats and SNF content are tested.

1. Pasturerization:
After collection and checking and conducting laboratory test the pasturing process is conducted. There are 3 pasteurized machines for pasturing milk. The milk is passed to the pasturing machine, from the tank with help of water pumps. Here the milk is heated at 80 c to 82 c. By this process they destroy the milk goes to separator machine.

17

2. Separation:
Separator machine separate two kids of products skimmed milk and cream, through channels. There are 106 disks fixed in separation machine. It is taken to the tank which was capacity of 20000 liters. There are total 4 insulated in the dairy. The milk in even tank have different portion of SNF it is testing in laboratory and deficit proportion of fats is added by mixing cream. The tank is not fully filled but some space is kept to fill the additional cream.

Products:
The products of mother dairy are as follows.

(1) Amul milk:


In Amul milk there are 3 types of milk produced by mother dairy.

Types

Fats

SAF

Amul Tazza Amul Shakti Amul Gold

3% 4.5% 6%

8.5% 8.5% 9%

18

PACKAGING
Now the necessary fats and packing in pouches of 250 ml, 500 ml, and liters. The packaging pouches are kept in basket and in each basket 20 pouches are kept the milk then goes to the packaging machine with the help of pipes. There are of 100 pouches in per minutes. As sporadic intervals sample of pouches is weighted on the electronic weighting machine. In this machine there is also a facility of horizontal or vertical packaging.

Storage facilities:
After packaging various pouches the dairy has to store fresh and packed milk. The milk pouches are then taken to the gold storage with a capacity of holding 4500 pouches with temperature of 8 c to 10 c. it is maintaining with the help of expos fans having silicon chips to maintain temperature for restoring a mania is used. The pouches are stored in this room for the whole night and morning they are ready to dispatch.

(2) Amul ice-cream:


In Amul ice-cream there are various items in ice cream premium ice cream made in various verities and flavor with dry fruits and nuts. Amul ice cream is made from milk and milk products, sugar, stabilizers and emulsifiers.

Milk fat 13.5% to 14.5% Total solids 40% to 41% Sugar 15% Approx
19

Acidity 0.17%to 0.19% Protein 3.9% to 4.1% Food Energy Value: Calories per 100 ml 196.7 kcal

Flavors: Vanilla, strawberry, Pineapple, Orange, Rose,


Mango, Chocolate, Honey-New-Melon, Tutti frutti, Litchi, Kesar Pista, kaju Draksh, Butter scotch, Choc chips, Raj bhog, and cashew break.

Packaging:
50 ml cup, 500 ml cup, 1 liter pack, 4 liter pack, choc-bar, icecandies, cones and kulfies.

Special features:
Various varieties ice cream can be made from the basic ix by addition of required amount of permissible colors and flavors. Dry fruits and nuts would be used for making premium verities of ice-cream.

(3) Process of Ghee :


The cream is separated from the separator machine and it is collected in the butter churning machine. This machine is resolved for one and half hour and butter is prepared. This butter is further taken to
20

the ghee kettle.Where it is heated at 40C prepared ghee.

In the

department ghee is producing plant production in 28500 liters ghee on per month and these ghee is preparing by mother dairy is producing in the market name Amul ghee.

AMUL PURE GHEE is made from milk fat.

Composition: milk fat 99.7% Moisture 0.3%

Special feature:
It is made from fresh cream. It has typical rich aroma and granular texture. An ethnic product made by durries with decades of experience. Rich sources of vitamin A, D, E, and k.

(4) Process of milk powder:


In first co-operative society collecting milk and after this raw milk, a laboratrian made fats and creamy milk. So he added some raw materials like acid, salt and some other chemicals. So this milk is getting more and more fats in milk alter this milk, its try more heating so it made a powder. Mother dairy is special producing by some milk powder
21

is healthy for kids and children. In mother dairy produces for some milk powder those power is mix in so milk is very testy and nutritions. Milk powder is two types.

{A}Cream milk powder:


Amul instant full cream milk powder is made from toned milk vitamins A and D.

Composition:
Milk fat 28% Protein 26% Carbohydrates 37% Minerals 60% Moisture 3%

Calories value: 500 Kcal/100 gm every 60 gm of powder contains minimum 1300i.u. vitamin A and 200i.u. vitamin D.

Special feature:
The product has more milk fat as compared to normal milk powders. It is packed under an atmosphere of nitrogen. The product creamy white in color marketed in India since last 3 decades.
22

{B} Skimmed milk powder is made from skimmed milk. Composition:


Milk fat 1% Milk protein 35% Carbohydrates 51% Minerals 7% Moisture 3.5%

Special feature:
The product is really soluble in lukewarm water. It is especial useful for diet preparation or for use by people on low calorie and protein diet.

State level marketing federation


Milk and milk powder Revenue from sales

District milk producers union ltd.


Raw milk inputs like seeds vet, ser, fertilizer Cattle feed return profit

Village milk co-operative society

23

Village 1

Village 2

Village 3

The product of Mother Dairy also made: UHT milk Mozzarella cheese Frozen pizza

Masti tomato soup Masti hot & sour soup

Kadhi Alu paratha Paneer paratha Shahi paratha Lassi

24

4. Marketing Detail

25

MARKETING INFORMATION
Today Amul dairy is very successful dairy in our country. Each of the Amul products is very tasty and very good. The Amul product is selling in every where. The national dairy development Board (NDDB) with its partner the Gujarat co-operatives milk marketing federation (GCMMF), buttes known as owner of the Amul brand is the one of the fastest growing FMCC companies in India. The GCMMF is spending up its own investments. It has brought into a dairy in NOIDA for RS. 60 crore and another one with a processing capacity of 10 lakh liters a being setup in palanpur. The GCMMF has its target worked out. The Federation,which did a turnover of RS.2746 crore by March 2003 hopes to touch. RS.10, 000 crore by March 2005. Also in place will be distribution network of 75000 stockiest (3500 today) and 1 million retail outlets (4 lakh today). The Amul brands consolidation the new product launches. While GCMMFs unmatched sourcing system, by far its single most important edge over competition is what keeps its a head of the game, it will have to acknowledge a fast changing chocolates and normal, the big fight will be in products that Amul has launched recently ice-cream, paneer and mithai up against companies like HCL and Britinia who are disturbingly family as with consumer psyche, Amuls top management might have in see competition as more than just ancient till to their goals.

26

Liquid milk marketing in Ahmedabad and up-country market as helps liters pouch in 3 brands: 1. Amul Taaza 2. Amul Shakti 3. Amul Gold
-Mother dairys marketing strategy has been very good because it holds market shares of around 60% in Ahmedabad. It sells its products under a powerful brand of products. -Amul dairy is the very largest dairy in our country. In India the position of Amul dairy is very good. The total dispatch is of App 4.25 Liters per day. - Arrangement for marketing of milk powder, Ghee ice-cream is made by GCMMF Anand. - There are about 40 depots owned by GCMMF spread all over the country for second leg dispatch. - The Amul product like Amul Shrikhand, Amul Natural, and Amul Lite Bread spread, Amul mithai cake, Amul pure Ghee, Amul chocolate all these items are very popular in market. The product price is very reasonable. - Liquid milk marketing in Ahmedabad and up country market in half liter pouch in 3 brands.

Amul Taaza Amul Shakti Amul Gold

27

Amul Exports
GCMMF is Indias largest exporter of Dairy products. It has been accorded a Trading House status. GCMMF has received the APEDA Award from Government of India for Excellence in Dairy product Export for the last 5 years. Mother Dairy has set up a 100 per cent Export Oriented Unit with a capacity for processing over 15000 metric tones of fresh produce annually. Moreover, a new state-of-the-art plant with an installed capacity for processing 10 metric tones of fruit per hour is being set up at Bangalore. The units are ISO 9001-2000 and HACCP certified, and the products are Kosher certified.

Consumer Packs
Amul Pure Ghee Amul Butter Amul Shrikhand Amul Full Cream Milk Powder Amul Mithai Gulamjamun Amul Skimmed Milk Powder Nutramul Brown Beverage Amul spray infant Milk Food Amul Cheese Bulk Packs Amul Industrial Casein
Many of their products are now available in the USA, U.K., New Zealand and Gulf Countries.

28

NEW PRODUCT DEVELOPMENT


New Product Development is a process of generating new products

Generation of new idea Concept of Development and Testing Pro type Development Market Testing Commercialization
The new product is generated by the whole process. Amul is very popular brand of Gujarat. It serves great quality products at very reasonable rates. It has a wide range of products. Amul also rocks its consumers by giving them new range and a newer product which is never launched by other companies.

MARKET RESEARCH
Every research starts with a problem that the Marketer has to take decisions in the long run about environmental forces which affects the business. Research will help to solve the problems by collecting all the data. Research is a process of asking questions and getting answers from the Market about the Environmental forces. Every research to be successful should have some objectives. Objectives of research should be smart, measurable, dynamic, realistic and time-bomb.

29

Amul is doing great Market Research by using clear objectives to achieve great and successful results.

MARKETING RESEARCH PROCESS


Define the problems and Research the objectives Develop the Research Plan Collect the Information Analysis the Market Check Present Research Plan Make New Research Plan

MARKET SEGMENTATION
Whenever a market for a product or service consists of two or more buyers the market is capable of being segmented. That can be divided in to meaningful buyer groups, the purpose of segmentation is to determine the largest consumers to prepare appropriate. The market segmentation is done on the basic of 3 variables:

1. Geographical segmentation 2. Demographical or Stenographical segmentation 3. Behavioral segmentation

30

For product of Mother Dairy the main three brands have below fat and SNF. BRANDS Shakti Taaza Gold FAT 4.50% 3.00% 6.00% SNF 8.50% 8.50% 9.00%

So, we can evaluate that the brand:-Gold is for the rich people, Shakti for middle class people and Taaza for poor people.

COST STRATEGY
Amul is cost competitive due to its investment in project manufacturing capabilities and manufacturing progress.Costs can set the floor for the price that Amul Dairy can charge. It wants a price that both covers all its cost for producing, distributing and selling the product and delivers a rate of return for its efforts and risks.

DIFFERNTIATION
Amul offers a wide range of ice-cream. Also it has different prices for different products.

Competitive Environment
Amul Foods Pvt. Ltd. has consolidated its position through totemic location, manufacturing operation, clusters around Gujarat.

31

Product Mix
Different varieties of ice-creams of good quality and wide range of product will satisfy needs of the customers.

Offers
Company gives nice products with very special offer that consumer can not left out without the taste of the product.

Some schemes are like this:

32

Corporative Strategy
Achieve a global excellence by choosing the finest raw materials continually investing in technology up-graduation and uncompromising quality. Marketing Blue Prints of Amul Strategy led Investment.

Customer Service. Marketing Leadership. Uncompromising Quality.


33

PRICING
In simple words price is the amount of money and other items with vitality made to acquire a product recalling that utility is the attribute that has the potential to satisfy wants. Price List of products Marked: (Rs.) Price
16 30 11 40 32 42 50 13 35 60 70

Quantity
100 g. 100 g. 100 g. 200 g. 200 g. 200 g. 200 g. 100 g. 100 g. 1 kg. 1 kg.

(1) Bread spreads: Amul Butter Amul Lite Fat Bread spread Amul Cooking Butter (2) Cheese Range: Amul Pasteurized Process Cheddar Cheese Amul Processed Cheese Spread Amul Pizza (Mozzarella) Cheese Amul Shredded Pizza Cheese Amul Emmental Cheese Amul Gouda Cheese Amul Malai Panner (Cottage Cheese) Utterly Delicious Pizza (3) Mithaee Range (Ethnic sweets) Amul Shrikhand Mango Saffron Almond Pistachio Cardomon Amul Amrakhand Amul Mithaee Gulabjamuns Amul Mathaee Gulabjamun Mix Amul Mithaee Kulfi Mix Avsar Ladoos (4) UHT Milk Range: Amul Shakti 3% fat Milk Amul Tazza 1.5% fat Milk Amul Gold 4.5% fat Milk Amul lite Slim-N-Trim Milk 0% fat Milk Amul Shakti Toned Milk Amul Fresh Cream Amul Snowcap Softy Mix 34

18 76 35 65

200 g. 1 kg. 200 g. 500 g.

7 30 25 18 50

200 g. 1 lit. 1 lit. 200 g. 1 lit.

(5) Pure Ghee: Amul Pure Ghee Sagar Pure Ghee Amul cow Ghee (6) Infant Milk Range: Amul Infant Milk Formula 1 (0-6 months) Amul Infant Milk Formula 1 (6 months above) Amulspray Infant Milk Food (7) Milk powders: Amul Full Cream Milk Powder Amulya Dairy Whitener Sagar Skimmed Milk Powder Sagar Tea and Coffee Whitener (8) Sweetened Condesed Milk: Amul Mithaeemate Sweetened Condesed Milk (9) Fresh Milk: Amul Tazza Toned Milk 3% fat Amul Gold Full Gream Milk 6% fat Amul Shakti Standardized Milk 4.5% fat Amul Slim & Trim Double Toned Milk 1.5% fat Amul Cow Milk (10) Curd Products: Yogi Sweetened Flavoured Dahi (dessert) Amul Masti Dahi (Fresh Curd) Amul Masti Spiced Buttermilk Amul Lassee (11) Amul Ice-cream: Royal Treat Range Butterscotch Rajbhog Malai Kulfi Nut-O-Mania Range Kaju Draksh Kesar Pista Royale Fruit Bonanza (combo) Roasted Almond Natures Treat 100 ml. Alphanso Mango Fresh litchi Shahi Anjir 35

160 160 170

1 lit. 1 lit. 1 lit.

105 105 33 70 78 70

500 g. 500 g. 500 g. 500 g.

40 11 12.50 11.50 10 11.50

400 g. 500 ml 500 ml 500 ml 500 ml 500 ml

9 6 12

200 g. 200 g. 500 g.

13 15 12 13 15 110 18 15 15 18

100 ml. 100 ml. 100 ml.

750 ml.

100 ml. 100 ml. 100 ml.

Fresh Strawberry Black Current Santra Mantra Fresh Pineapple Sundae Range Mango Black Currant Sundae Magic Double Sundae Assorted Treat Chocobar Dolies Frostik Ice Candies Tricone Chococrunch Megabite Cassatta Utterly Delicious Vanila Strawberry Chocolate Chocochips Cake Magic (12) Chocolate & Confectionery: Amul Milk Chocolate Amul Fruit & Nut Chocolate (13) Brown Beverage: Nutramul Malted Milk Food (14) Milk Drink: Amul Kool Flavored Milk Mango Strawberry Cardmon Rose Chocolate Amul Kool Caf (15) Health Beverage: Amul Shakti White Milk Food

15 12 15 15 12 12 65 80 10 10 15 5 10 15 20 22 10 10 12 15 200

100 ml. 100 ml. 100 ml. 100 ml.

60 ml. 60 ml. 60 ml. 60 ml. 60 ml. 60 ml. 60 ml. 60 ml. 100 ml. 100 ml. 100 ml. 100 ml. 1 kg.

10 15 80

35 g.

500 g.

12 12 8 10 13 110

200 ml. 200 ml. 200 ml. 200 ml. 200 ml. 500 g.

36

FEATURES:-

1 Internal factor. Marketing objective Marketing mix strategy Cost Org. consideration 2 External factor Nature of mkt. & demand Re-sellers Government Other environmental factors

TARGET MARKETING
In todays competitive market place any company. Which wants to be successful must be customer centered where consumers differ in one or another way. They may differ in their wants, resources, location, buying attitudes and buying practices. A marketer can rarely satisfy every ones needs in a market. There are too many different types of consumers with too many different kinds of needs people with every age group, every cultural group, every status group etc. want to eat ice-cream and buy it less or more.

37

PACKAGING
Packaging involves designing & producing the container or wrapper for a product. The package may include the products primary container a secondary container. Thrown out when the product is about shipping package necessary to store identify and the ship the product. Innovative packaging can give a company an advantage over competitors. Where in contrast poorly designed package can headaches for consumer and last sales for the company. In recent year product safety has also become a major packaging concern. Developing an effective package requires a number of decisions. From the perspective of both the firm and consumers, packaging must achieve a number of objectives: Identify the brand Convey descriptive & persuasive information Facilitate product transportation and protection Assist at home storage & Aid product consumption

MOTHER DAIRY packed their product in the box when they received the order. They have a special department for the packing of the product.

38

LABELING
Labeling the printed information appearing on or with the package is also a part of packaging labels may range from simple tags attached to the complex graphics that are part of the package. At the very last the label identifies the product or brand label might also decide several things about the product. Who made, where it was made, when it was made, its contents how is to be used, how might promote the product through attractive graphics.

Amul has packaging and labeling department all the materials come packed in the plastic bags so that it would not be affected by dust with the help of these packaging machines all the work regarding packaging is done. Also ovens are used for testing of test tubs.

All these things are mentioned in the checking receipts which is subscribed by the laboratory and the chemist and after that all the process of making product is done the above mentioned all things are checked and therefore remarked is made and person in charge signatures the receipts.

39

BRANDING
All the product of MOTHER DAIRY whether Milk and other Accessories are marketed under the only brand name of AMUL.ere Branding are more than just names and symbols. A brand represents consumers perceptions and feelings about a product and its performance. Everything that represents the product or service means to the consumers.

A brand is a name, term, sign, symbol or a combination to identify the products of one seller or a one group of sales and to differentiate them from competitive products.

Branding is a process of classify a distinctive brand name or symbol to a product in order to differentiate it from competitive products.

40

DEMAND MEASURING
Forecasting of demand is a very important task in Marketing. The unit has to look forward and so for that forecasting of demand is very necessary. Different company has different techniques and so as our Amul. The main sources of measuring the demand are past sales. The unit takes in to account the past sales in the different seasons and measures demand.

The other techniques used by Amul are expected growth, kind of input i.e. sales promotion, production and last but not the least through in built exercise or in built data. Everything is done in the unit.

DEMAND MEASURE PAST SALES EXPECTED GROWTH KIND OF INPUT SALES PROMOTION PRODUCTION IN BUILT EXERCISE
41

IN BUILT DATA DISTRIBUTION CHANNEL


Mother dairy also markets its earlier products like Ice-cream earlier it used to market its Ice-cream under the name of Amul but recently it has started to market Ice-cream under the name of Mother dairy. The marketer uses this distribution channel to dispatch or deliver the physical product or service to the buyer or users. The distributor channel must be effective in any company which wants to succeed in this competitive market. There are physical distribution channels and service distribution channel. Trade channel are like distributors whole suffers and retailers. Amul distribution channel is effective which is crucial for the success of the unit. The Distribution Chart of Amul is described as follows:

PRODUCERS AGENTS WHOLE-SELLERS RETAILERS CONSUMERS

42

ADVERTISING
Advertising literally means to know to public, especially to encourage sales. Advertising is presentation of ideas, goods or service paid for buy identify or identifiable sponsors. Advertising is the non personal mass selling. In modern & dynamic world, no business can survive without advertising. So advertising is one of the most important aspects of the business. Now the problem is how to advertise. So advertisement should be with a view point to maximize returns on money invested. Advertisement is proven as the covering message of the company in the potential buyers through the different types of media, which will give information about the quality of the product.

The element of good advertising plants is: 1. The market 2. The competition 3. consumer profile & attitudes 4. distribution 5. Evaluation of previous advertising 6. objectives 7. strategy 8. copy 9. Media 10. Promotion
43

11. Research 12. Budget

MARKETING CHART
MARKETING MARKETING SERVICE MANAGER OFFICE MANAGER ADVERTISING MANAGER SALES MANAGER PHYSICAL DISTRIBUTION MANAGER

COMPETITIORS
Though Amul is very famous all over the country and now even some of the countries, it has equally though competitors its competitors includes Britannia, Nestl, Glaca, Hindustan lever ltd, Dabon, Nescafe, and Gamble etc. Amul is market leader in infant milk food spray with 65% market lactogen. This has 30% market share. Amul scores over Nestle mainly on price factors it costs 40% less. By far, the biggest advantage that Amul has its cost, which enables price to be kept in cheat distribution, is new area where it cost competition.

44

5. Financial Detail

45

[A] INTRODUCTION OF FINANCIAL DEPARTMENT


Finance includes rising of the financial resources & their utilization effectively & purposefully. Finance helps the pace of the business to go smoothly. This particular aspect makes financial management very feasible & important of the entire business. Financial management is that managerial activity which concerned with planning & controlling of the firms financial resources. As a separate activity or discipline, it is of recent origin. The practicing managers are interested in this because among the most crucial decision of the firms are those which relate to finance & an understanding of the theory of financial management provides them with conceptual & analytical insights to make those decision skillfully. In business it is a said that finance is life line for every organization, it is life blood of business. It is needed in each and every field so it is very important task of financial manager to use in a proper way. The raising of capital funds & using them for gene sating returns & paying returns to the supplier of funds are called of the firm. The main function of finance in any organization is day to day expenditure. Purchase of technology expansion of unit and other such activities. Its important role is determining the objectives or goal for which the company is steeled up. If organization has finance than it can has effective management and administration.

46

[B]

ORGANIZATIONAL

OF

FINANCIAL

&

ACCOUNTING DEPARTMENT
Financial management is an integral part of the job of managers and it involves planning, allocation of resources and control. Since finance management is critical function area the ultimately responsibility of finance management function lies with top management the nature of finance department organization differs from firm to firm. The finance department of mother dairy is organized is given as below:

MANAGING DIRECTOR

GENERAL MANAGER

DY.MANAGER

SUPERITENDENT

DY.SUPDT

SR.OFFICER

ASSISTANT

WORKER

47

The total manpower of finance and accounts department of district co-operative milk producer union ltd.:

Person
Asst.General Manager Managers Officers Clerical staff Peons

No.
1 2 16 31 1

The main and important financial decisions are taken by top management and other decisions are taken by the lower management. The account department is divided into different sections.

1. 2. 3. 4. 5. 6. 7.

Milk billing. Pay roll. Sales billing. Costing. Cash and bank. Book Writing. Data Processing.

48

6. Personnel Detail

49

PERSONNEL INFORMATION
The personal function is as important functions because good personal policies of an organization ensure it of availability of the required types of employees and also the removed of any disputes arising among the management and employees. Seeing the mother Dairys personnel policy we can see that it has very good policy because the relationship between the management and the employees are good and the personnel department is able to obtain the persons of the required qualification. Mother Dairy takes good care of its employees. These are 500 employees that care of the whole plant. As the plant is fully automatic the employee requirement is less compared to other dairy. The machines are imparted so the employees should be skilled enough to handle them. These are 170 technical 110 staff and 230 trainees with an average age of 23years. Mother Dairy hires these employees on seasonable bases and out of the total 500 employees these are 190 permanent employees and the rest are seasonal. Mother Dairy also has 10 women employees who are placed in the quality assurance accounts and the administrations departments.

# Shifts: There are 3 shifts in the Dairy

1st shift 7a.m.to 3 p.m. 2nd shift 3 p.m.to 11p.m. 3rd shift 11p.m.to 7 a.m.

50

7. Conclusion

51

CONCLUSION
From the above report we can conclude that the dairy industry in India and especially in Gujarat are growing very fast. It is not only meeting local requirement but also emerging to be an export earning opportunity.

At the end of the report I can conclude that Mother Dairy has a very good prestige in the market. The dairy has a good marketing co-operative society and their brand name employees are very much satisfied with the management. The dairy is able to make good profit by providing satisfied Quality product.This project report has provided as an opportunity to get a brief view of the market for the chain of Milk and other product The co-ordination and continence shows the bright future of the unit. Observation future plans and achievement well known and prestigious dairy in Gujarat. It is member of GCMMF. It is fully computerized plant in all asia. It is one type of fully consumer goods industry and mother dairy is fully supporting by Amul dairy. In these products produced by mother dairy is brand name Amul. Mother dairy is surplus by his some other member of Gujarat Co-operative milk marketing federation Ltd. Its a major venture Gujarat GCMMF. It will increase by more and more produces by milk. Mother dairy is collecting a 10,000 Liters In per day. Mother dairy is situated at very good places area. So this transportation facility is very good service in Gujarat.

52

8. Bibliography

53

Bibliography
Marketing Management by Philip Kotler. www.google.com www.motherdairy.com www.amul.com

54

You might also like