INTRODUCTION OF THE COMPANY

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INTRODUCTION OF THE COMPANY

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.

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 Icecream, Amul Milk Powder, Amul Icecream, 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 was

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.

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 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
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through a co-operative union, it was commonly resolved to sell the milk under the brand

name AMUL.

Amul is an Indian dairy cooperative, based at Anand in the state of Gujarat, India.

Formed in 1950, it is a brand managed by a cooperative body, the Gujarat Co-operative Milk

Marketing Federation Ltd. (GCMMF), which today is jointly owned by 3.6 million milk

producers in Gujarat.

The white revolution was spearheaded by Tribhuvandas Patel under the guidance of Sardar

Patel. As a result, Kaira District Milk Union Limited was born in 1946. Tribhuvan das

became the founding chairman of the organization which he led till his last day of his life.

He hired Dr. Kurien three years after the white revolution. He convinced Dr.Kurien to stay

and help with the mission rest was history in the dairying industry.

Amul spurred India's White Revolution, which made the country the world's largest producer

of milk and milk products. In the process Amul became the largest food brand in India and

has ventured into markets overseas.

Organization Structure is divided into two parts:

•External Organization Structure

•Internal Organization Structure

External Organization Structure :

External Organization Structure is the organization structure that affects the

organizationfrom the out side.

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 State Level Marketing Federation

District Milk Product Union Ltd.

Village Milk Product Union Ltd.

Villagers

As we know, GCMMF is unit of Gujarat Milk Marketing Federation, which is a co-

operativeorganization. The villagers of more than 10000 villages of Gujarat are the bases of

this structure.They all make village milk producers union, district level milk producers union

and then a state levelmarketing federation is established. The structure is line relationship,

which provides easy way tooperation. It also provides better communication between two

stages.

Internal Organization Structure:

The following is internal organisation chart of Amul

Organization Structure Chart

Chairman

Managing Director

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 General Manager

Ass. General Manager

Finance Production Marketing Sales & Purchase Personnel

Dept .Dept. Dept. Dept. Dept.

Senior Senior Senior Senior Senior

Manager Manager Manager Manager Manager

Finance Production Marketing Sales Personnel

Manager Manager Manager Manager Manager

Accountant Officer Marketing Officer P.R.F.

Executive

Officers Supervisor F.S.R. Salesmen Executive

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PRODUCTS

Amul's product range includes milk powders, milk, icecream, icecream, cheese, Masti Dahi,

Yoghurt, Icecreammilk, chocolate, ice cream, cream, shrikhand, paneer, gulab jamuns,

flavoured milk, basundi, Amul Pro brand and others. Amul PRO is a recently launched

brown beverage just like bournevita and horlicks offering whey protein, DHA and essential

nutrients. In January 2006, Amul launched India's first sports drink, Stamina, which

competes with Coca Cola's Powerade and PepsiCo's Gatorade.

Amul offers mithaimate which competes with Milkmaid by Nestle by offering more fat at

lower price. In August 2007, Amul introduced Kool Koko, a chocolate milk brand extending

its product offering in the milk products segment. Other Amul brands are Amul Kool, a low-

calorie thirst quenching drink; Masti Icecream Milk; and Kool Cafe, ready to drink coffee.

Amul's icecreams are made from milk fat and thus are icecreams in real sense of the word,

while many brands in India sell frozen desserts made from vegetable fat.

Amul's sugar-free Pro-Biotic Ice-cream won The International Dairy Federation Marketing

Award for 2007.

LIST OF PRODUCTS MARKETED:

Breadspreads:

 Amul Icecream

 Amul Lite Low Fat Breadspread

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  Amul Cooking Icecream

Cheese Range:

 Amul Pasteurized Processed Cheddar Cheese

 Amul Processed Cheese Spread

 Amul Pizza (Mozarella) Cheese

 Amul Shredded Pizza Cheese

 Amul Emmental Cheese

 Amul Gouda Cheese

 Amul Malai Paneer (cottage cheese)

 Utterly Delicious Pizza

Mithaee Range (Ethnic sweets):

 Amul Shrikhand (Mango, Saffron, Almond Pistachio, Cardamom)

 Amul Amrakhand

 Amul Mithaee Gulabjamuns

 Amul Mithaee Gulabjamun Mix

 Amul Mithaee Kulfi Mix

 Avsar Ladoos

UHT Milk Range:

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  Amul Shakti 3% fat Milk

 Amul Taaza 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

Pure Icecream:

 Amul Pure Icecream

 Sagar Pure Icecream

 Amul Cow Icecream

Infant Milk Range:

 Amul Infant Milk Formula 1 (0-6 months)

 Amul Infant Milk Formula 2 ( 6 months above)

 Amulspray Infant Milk Food

Milk Powders:

 Amul Full Cream Milk Powder

 Amulya Dairy Whitener

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  Sagar Skimmed Milk Powder

 Sagar Tea and Coffee Whitener

Sweetened Condensed Milk:

 Amul Mithaimate Sweetened Condensed Milk

Fresh Milk:

 Amul Taaza Toned Milk 3% fat

 Amul Gold Full Cream Milk 6% fat

 Amul Shakti Standardised Milk 4.5% fat

 Amul Slim & Trim Double Toned Milk 1.5% fat

 Amul Saathi Skimmed Milk 0% fat

 Amul Cow Milk

Curd Products:

 Amul Flaavyo Yoghurt

 Amul Masti Dahi (fresh curd)

 Amul Masti Spiced Icecream Milk

 Amul Lassee

Amul Icecreams:

 Royal Treat Range (Icecreamscotch, Rajbhog, Malai Kulfi)

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  Nut-o-Mania Range (Kaju Draksh, Kesar Pista Royale, Fruit Bonanza, Roasted

Almond)

 Nature's Treat (Alphanso Mango, Fresh Litchi, Shahi Anjir, Fresh Strawberry, Black

Currant, Santra Mantra, Fresh Pineapple)

 Sundae Range (Mango, Black Currant, Sundae Magic, Double Sundae)

 Assorted Treat (Chocobar, Dollies, Frostik, Ice Candies, Tricone, Chococrunch,

Megabite, Cassatta)

 Utterly Delicious (Vanila, Strawberry, Chocolate, Chocochips, Cake Magic)

Chocolate & Confectionery:

 Amul Milk Chocolate

 Amul Fruit & Nut Chocolate

Brown Beverage:

 Nutramul Malted Milk Food

Milk Drink:

 Amul Kool Flavoured Milk (Mango, Strawberry, Saffron, Cardamom, Rose,

Chocolate)

 Amul Kool Cafe

 Amul Kool Koko

 Amul Kool Millk Shaake (Mango, Strawberry, Badam, Banana)

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Dr Verghese Kurien, founder-chairman of the GCMMF for more than 30 years (1973–2006),

is credited with the success of Amul. Amul products are now available in more than 60

countries in the world.

 Year of Establishment - 1973

 Members - 17 District Cooperative Milk Producers' Unions

 No. of Producer Members - 3.18 Million

 No. of Village Societies - 16,914

 Total Milk handling capacity per day - 16.8 Million liters per day

 Milk Collection (Total - 2016-17) - 4.66 billion liters

 Milk collection (Daily Average 2016-17) - 12.7 million

 liters Sales Turnover -(2016-17) – 18.7 million

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 1.1.THREE TIER MODEL

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2. INTRODUCTION OF THE TOPIC

In my internship program company (AMUL.) Give me topic COMPARITIVE STUDY OF AMUL

FROZEN PRODUCTS WITH OTHERS. They show their trust in me and provide me this topic for my

study. They want to collect data about the amul products with that of its competitors in terms of its

availability its demand along with collecting necessary information with different distributors and than

quantifising it.

STEPS COVERED IN THIS STUDY:

There are few steps which is cover in this study.

 SELECTING MARKET

 COLLECTING SAMPLES

 ANALYSING THE DATA

 QUANTIFYING THE DATA

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PRODUCT:

Amul Ice Cream

Product Details

Product Name Amul Ice Cream

Utterly delicious ice cream made from fresh milk available in a wide
Description
range of flavours and packs.

Packing Cone 120 ml, 100ml, 80 ml & 50 ml

Cup 125 ml, 100 ml, 80 ml, 90 ml & 40 ml

Plastic
1 litre, 750 ml, 500 ml, 125 ml, 100 ml, 80 ml & 60 ml
Container

Stick 70 ml, 60 ml, 40 ml

Take Home Bulk / catering packs (5 litre, 4 litre), take home packs (2.2
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 litre, 1.5 litre, 1.25 litre, 1 litre), combo packs (750

ml+750ml Free) and family packs (500 ml, 250 ml)

Product Specifications

Fat :13%

Protein :4%
Composition Added Sugar :15%

Also, added stabilizers, emulsifiers, colors, flavours. (Nuts,

fruits, fruit pulp, topping etc. depending on flavor of ice cream).

Nutritional
Nutritional Information*
Information

Amount per 100 ml

Energy, kcal 115.0

Energy from Fat, kcal 64.0

Total Fat, g 7.1

Saturated fat,g 4.9

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 Cholesterol, mg 18.9

Total Carbohydrate, g 10.7

Added Sugar, g 8.0

Protein, g 2.0

Calcium, mg 95.0

* Approx. value for vanilla flavour ice

cream.

Ice Candies, Plain flavor (No added nut, fruit, fruit pulp,

topping etc.) - 12 Months

Shelf Life Nuts/ Fruits Flavour - 6 Months

Ice Cream Cake - 4 Months

(Please see individual pack for shelf life)

Storage condition -18°C or below

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 Product Features

 Made from Fresh Milk (Real Milk, Real Ice cream): No added vegetable oil, hence

no Frozen Dessert.

 No Differentiation in Quality Standards of Consumer & Catering/ Institutional

Packs:Stringent Standards than Specified by PFA & BIS for more fat and less overrun (less

air) to give creamier feeling.

 Best Ingredients: Fresh milk, superior fruits & nuts.

 Manufacturing Facility: Made in ISO & HACCP certified state of the art plants with

stringent hygienic standards to ensure food safety.

 Prolife & SUGAR FREE Probiotic: The first company in India to introduce

probiotics in ice cream (IDF Award for Best Nutrimarketing Category, Oct '07) & SUGAR

FREE Probiotic products.

Product Application

Individual consumption (impulse), Take home, Catering at parties, marriages etc. celebration

and Recipe preparation for sundaes, shakes, etc.

Available in (Segments/Markets)

More than 800 cities across India at Amul Preferred Outlets, Amul Scooping Parlours, retail

shops, vending push carts, hotels, restaurants, canteens, caterers etc.

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ICE-CREAM:-

Basically the ice-cream business comes under FMCG sector. It refers to the Fast Moving

Consumer Goods which are non-durable and daily use products.It is also called as consumer

packed goods industry. It deals in five segments, Personal care, Household care, Food &

Beverage, Stationary and Oral care. FMCG sector is an evergreen sector and there is no

chance of downfall or huge recession in this sector. Vast rural market, consumer’s increasing

spending power, increasing of population and entrance of MNC’s in FMCG sector are

indicate the upcoming great opportunity in this sector.

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PRODUCTS INFORMATION:-

The above are the latest products of company. Among them excluding ball top all the other

products are running in the market with a good potentiality. There are some other products

which can be given as follows:-

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 RESEARCH METHODOLOGY

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RESEARCH METHODOLOGY

OBJECTIVE OF SURVERY

• To analyse amul product availability with that of its competitors

• To analyses the market share of amul ice cream with cream bell of its competitors.

• To analyse market share of ice cream.

DATA COLLECTION METHOD

• Primary data :Data that is collected for the first time.Data collected by filling questionnaire from

following agra regions:-

• Diwani

• Sadar Bhatti

• Vijay nagar

• Sanjay Place

• Belanganj

• Balu ganj

• CP Tola

• Taj Ganj

• Gandhi Nagar (Area brief in links below)

 Secondary data :Data that has been collected earlier i.e, Website, Distributors And internet.

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 Sampling

• Sampling Unit

It refers to the individuals who are to be surveyed in the study and it includes retailers, distributors, users

and non users of icecream and other products(consumers).

• Sampling Size

It refers to the number of people surveyed for the topic in the study. 200 (consumer and retailer)

has been surveyed and response drawn.

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 DATA

INTERPRETAT

ION

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 DATA INTERPRETATION

3.1 Amul and other

company products being

available with the retailer

As we can see from the above figure

most of the shopkeepers are selling

icecream i.e, approx 94 % in their

shops along with milk II highest i.e.,

83.33 % approx from the data

collected. The sale of icecream of

amul in the market is more because

of its brand loyalty and quality.

AMUL 94.44

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 IMPERIAL 19.44

MADHU 11.11

CREAMBELL 83.33

ALL 8.33

3.2 Demand of amul icecream

with that of its competitors

Mother dairy .74 %

Amul 55.9 %

Creambell 15.6 %

Imperial 14.1 %

Madhu 8.95 %

Others 4.41%

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 As seen from the above figure among

all the competitors the demand for

amul Icecream is the highest amongst

all other products.Here 55.9 % of the

Retailers favoured amul to be

highest in demand.

3.3 Demand for dairy whitener.

AMUL 17.6

CREAMBELL 59.8

IMPERIAL 9.86

MADHU 11.92

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 OTHER .74

The demand for dairy whitener is more in

market as compared to amul this is because

it is easily available to almost every shop

and is available in number of ranges for

eg.50 gm,100 gm,500 gm ,etc.where as

amul and other products are not in much

demand because of distribution problem

and non availability and some shopkeepers

say that people only demand nestle powder

milk.Many shopkeepers argue that the

profit margin on amul is extremely less

that’s why thay avoid sellibg amul whitener

amd along with replacement issues.

3.4 MOST DEMANDING

PRODUCTS OF AMUL

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 ICE CREAM 45 %

BUTTER 50%

DAIRY WHITENER .76%

As it is clear from the above

figures,people are demanding more

of amul icecream than milk,this is

because of the reason that icecream

is available in almost all the shops

wheather it’s a general store or a

cold drink parlour but milk is not

available in all the shops because of

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 its low margin or absence of a V C

cooler or no distributor reach along

with the availability of fresh milk

sources at every single street.But

amu icecream is itself the brand and

people’s tongue only wants amul

icecream.

3.5 IF AMUL WANTS

SALES PROMOTION

TECHNIQUE THAN WHAT

WILL RETAILER DEMAND?

QUANTITY 58 %

DISCOUNT

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 HIGH MARGIN 41.97

GIFTS .3

3.6 WHAT COMPETITORS OFFER

FOR SALES PROMOTION.?

MARGIN 70.37

QUANTITY DISCOUNT 25.37

OTHER BENEFITS 3.96

3.7 SERVICES RENDERED BY

AMUL IN THE EYES OF

RETAILERS

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 EXCELLENT 47.5

GOOD 32.92

AVERAGE 12.19

BAD 7.31

3.8 AMUL ICECREAM AND

ITS QUANTITY RANGES IN

DEMAND

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 20 GM 26.69

100 GM 34.84

200 GM 12.21

500 GM 26.24

3.9 MARKET SHARE OF

AMUL ICECREAM

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 AMUL 92.60

CREAM BELL 15.41

MADHU 1.75

IMPERIAL 2.63

As we can see from the above

diagram amul icecream is having the

highest market share followed by

nova icecream and others.The

demand for nova and other icecream

is only limited to slumy areas but as

we see in cityside amul icecream is

the dictator of all,having an

investment of 80 %.This is due to the

tongue pull demand of consumers

and brand loyalty for amul and

preferred taste.

3.10 WHY CONSUMER

PREFER AMUL ICECREAM

OVER OTHERS?

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 TASTE 41.95

BRAND LOYALTY 18.18

FRESHNESS 13.98

EASY AVAILIBILITY 25.87

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 3.11 TOTAL STOCK OF

AMUL SHOPKEEPER

USUALLY STORES

0-1 KG 36 SHOPS

1-5 KG 78 SHOPS

5-10 KG 29 SHOPS

10 KG & ABOVE 27 SHOPS

..

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 3.12 LOCAL STOCK

SHOPKEEPER USUALLY

HOLDS

0-1 KG 10 SHOPS

1-2 KG 8 SHOSP

2-3 KG 5SHOPS

3 KG & ABOVE 7 SHOPS

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 3.13 DAILY TURNOVER OF

AMUL ICECREAM.

0-1 KG 114 SHOPS

1-2 KG 28 SHOPS

2-3 KG 12 SHOPS

3 KG & ABOVE 14 SHOPS

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 3.14 LOCAL ICECREAM

DAILY TURNOVER

0-500 GM 22

500-1000 GM 7

1-2 KG

2-3 KG

3 KG & ABOVE 1

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 AMUL ICECREAM LIFE

CYCLE

As we can see from the above diagram

amul icecream is at its maturity that is

demand is also rising at a diminishing rate

with the passage of time the revenue of the

company also increases with the

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 diminishing rate this is due to the

increasing competition in the market and

increase in the prices, the graph has reached

to its peak that is people are getting

maximum utility from amul icecream after

this stage is the stage of diminishing utility

where everything goes down demand as

well as profits

COMPARISONS

ICECREAM

Nutrients AMUL CREAM IMPER

ICECREAM BELL

ENERGY(KCAL) 722 722

TOTAL FAT 80 GM 80 GM

SATURATED FAT 52 GM 52 GM

PRICE 44 RS 42 RS

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 Consumer data

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 RETAILER DATA

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 DISTRIBUTORS COMPARISON

PARTICULARS CHOPRA DHAMIJA

AMUL NESTLE
Operating expenses:-
DIESEL 8000 5000
RENT 0 0
TELEPHONE EXPENSES 2500 700
OFFICE EXPENSES 2500 1000
MAINTAINANCE 2000 1000
FIXED EXPENSES:-
ELECTRICITY EXPENSES 6000 3500
SALARY AND WAGES 50000 30000
DEPRECIATION 6000 2500
DAMAGES 5000 1500
BANK CHARGES 2500 --
INSURANCE 1500 1200
TOTAL 71000 46400
Table 1:-Comparitive analysis of amul and
nestle distributor

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CHOPRA AGRA DHAMIJA NESTLE

STOCK 1200000 800000

CREDIT 2800000 1400000

TOTAL 4000000 2200000

INVESTMENT

TOTAL RETURN 150000 100000

(LESS)EXPENSES (71000) (46400)

ROI 79000 53600

IN % 79000/4000000*100=3.75% 53600/2200000*100=

2.43%

As we can see from the above diagram it is clear that chopar amul agra has best rate of return than

nestle distributors in farrukhabad this is because of dealing in large products and in variety as

compared to nestle which is dealing is few products as compared t amul.The total invt. In amul is 40

lacs and in nestle is 22 lacs .So it can be seen that amul distributors has a better return than that of

nestle.

Consumer Review about using amul products

This survey has been conducted by taking a sample of 62 people from different

parts of agra city which includes idgah,ajit nagar,shaeed nagar,dayalbagh,etc

with the motive of knowing the amul product usage and knowing wheather

consumers are aware of margerene and icecream,ice cream and frozen deserts .

CONSUMERS USING AMUL ICE CREAM

CONSUMERS USING ICECREAM

CONSUMERS AWRARE OF MARGERENE?

 SWOT ANALYSIS

Strength

 Best quality of product associated with strong brand

 Trusted by consumers

 Creative advertisement

 Good demand in market

Weakness

 Supply is less than demand

 Low visibility of Amul lite and other products responsible for unawareness of

these product amongst consumers.

 After sale services is not to the mark

Opportunity

 Market Supply of small packs (10gm)

 Spreading awareness about its Lite product for calorie conscious consumers can

help it to restrict and reduce the market of Nutrilite

 Sufficient and regular supply of product in market

 Focus on expanding category penetration and enlarging consumer base of the

product category.

Threat

 Mother dairy has entered into the market of Agra

 Health cautious people are unaware about Lite and hence prefer Nutralite.

 Some consumers are strongly associated with nestle as it is easily available

FINDINGS
FINDINGS

 In our survey we found out that in market 84 % of the shopkeepers

usually sell amul icecream followed by amul milk 63%.

 The demand of amul icecream is maximum in the market with 55.9%

market share followed by nestle with 15.6 %

 The demand for dairy whitener is maximum of nestle with 59.8 % market

share where amul is being shifted to no 2.This is because of non

availability and pathetic taste.

 In overall amul products the demand is highest for amul icecream with 50

% market share followed by milk i.e, 45% and rest others.

 Most rerailers wants that their margin should be increased as a method of

sales promotion followed by quantity discount where as competitors

usually follow the technique of high margin

 If we talk about services rendered by amul retailers are having excellent

services with 47.4%,good 32.92%,average 12.19% bad 7.31%

 If we talk about quantity ranges of amul the packing of 100 gms are more

in demand with 34.84 % share followed by packing of 20 gms 26.69 %

share.

 If we talk about the market share of amul amul enjoys the monster

position in the market with 80.26 % share followed by nova II highest

15.1%
 When we have asked from customers that why they like amul icecream

42 % of the customers answered taste,25.87 % answered easy

availability.

 .If we talk about the total stoch the shopkeepers usually have in stock is

maximum between 1-5 kg of amul and other brands usually between 0-1

kg.

 The daily turnover of amul icecream is maximum between 0-1 kg with

114 shops and for other local brandsits between 0-500 gm.

 It we talk about the amul icecream lifecycle its at the maturity stage.

 If we talk about the difference between ice cream and frozen

desserts 91.3 % of the people doesn’t know the difference

between the two

 If we talk about the difference between margerene and icecream

52 % people generally know the difference.

 About 48% of the people are using amul icecream in their home

followed by nestle with II position with 24 % share.

 In case of icecream it enjoys the share of 87.5 share in the

homes of the people.

 In case of milk aaround 45 % of the people are using amul milk

followed by pandit ji with around 32% share.

CONCLUSIONS
CONCLUSIONS

 In this survey the respondents are retailers, customers and the area

covered include slums, main city.

 This survey has been conducted with the help of a questionnaire.

 Amul has good reputation and brand name in the market but it lacks

proper distribution and and marketing.

 Amul enjoys the role of a market leader in case of icecream with almost

80 % of the market share

 The demand and supply of condensed milk is very less in the market.

 Amul has customer driving power but it cannot retain its customers in

some of the products because of its unavailability.

 GCMMF is unable to fulfill the demand in peak season (festival and

auspicious day) when demand is high.

 With the help of research, company can find out its week points in

products and can increase its market share through rectifying mistakes.

 Targets :-

Amul-plans to protects near customers in low price with quality.

Nestle:-An outsourced product to complete dairy range except frozen.

SUGGESTIONS AND

RECOMMENDATIONS
SUGGESTIONS AND RECOMMENDATIONS

• Wall painting can be done to increase awareness for Amul products.

• Small pack of 10gm has less supply which should be increased as it is

easy to use and easy to carry. Like children can carry them in lunch box,

people can carry while travelling, they can be served in resultants’ as an

option pack for those who want extra icecream.

• More Amul parlors should be opened in Agra to increase distribution and

ensure an easy access to consumers.

• Expiry Replacement Facility must be provided

• Promotional event organization will help to make product visible. Even

like run for health on occasion of festival season is recommended.

• More and more retailers should be encouraged to keep Amuldairy

whitener so as to ensure easy availability to consumers.

• Projector films may be shown to the villagers emphasizing on the quality

of Amul icecream and other amul products. This would help in

convincing the people & creating a favorable attitude towards Amul

icecream.

• Suggestions & complaints made by retailers & consumers should be

given due Attention to provide maximum satisfaction. This could create

and impression that Amul cares for them.

• Supply shortage should be monitored regularly to ensure adequate supply

so that consumer don’t switch to other brand.

BIBLOGRAPHY
BIBLOGRAPHY

 Google.com

 www.amul.com

 Answers.com

 Market

 Big bazaar
APPENDIX
 Name of the Respondent: . Department: .

Date of filling the Questionnaire: .

 Demographics of Post Occupied:

a. Department Manager □ b. Lower Manager/ Executive □

c. Agents □ d. Lower staff/ clerks □

 Length of service with the current organization

a. Less than 6 months □ b. 6 -12 months □

c. 1-2 years □ d. More than 2 years □

 Age
a. Less than 25 years □
b. 25 – 40 years □
c. More than 40 years □
IV. Gender
a. Male □
b. Female □

 Educational Qualification
a. Secondary school □

b. Degree/ Diploma □

c. Post-Graduation □

All the five options provided for the next questions below will count as
(1) Strongly Disagree (2) Disagree (3) Neutral (4) Agree (5) Strongly Agree
A. Organizational Decisions/Communication (Manager)/ Employee’s Involvement

(1) (2) (3) (4) (5)

1. My Manager is willing to share Decision-making □ □ □ □ □

power with employees

2. I have input into Organizational decisions □ □ □ □ □

3. I have freedom to make important decisions □ □ □ □ □

regarding my work

4. My Organization communicates effectively and □ □ □ □ □

in a timely manner to its employees

5. My Organization shares information with others □ □ □ □ □

who should know it

6. There is a Two-way communication between □ □ □ □ □

employer and employee

7. My manager/supervisor gives me regular feedback □ □ □ □ □

8. I feel free to ask advice/support from my manager □ □ □ □ □

9. I feel that my organization values my opinions □ □ □ □

10. Everyone’s contribution is noted and respected □ □ □ □ □

by the organization

11. Management uses the employee feedback for □ □ □ □ □

continues growth & development

12. My personal job performance is important to □ □ □ □ □

the success of my organization.

B. Teamwork/ Colleagues/ Peer communication

(1) (2) (3) (4) (5)

13.There is good team work & cooperation in my □ □ □ □ □

organization.

14.Employees in my team cooperate with each other □ □ □ □ □

to get the job done

15.Sufficient encouragement is provided by the □ □ □ □ □

teammates at work

16.Everyone is encouraged to participate in □ □ □ □ □

groups/teams

(1) (2) (3) (4) (5)

17.Team meetings are conducted regularly □ □ □ □ □

18.Team success is celebrated as a group achievement □ □ □ □ □

19.I am recognized & respected [in my team/ □ □ □ □ □

by my teammates]

20.I am happy to be working in team than alone. □ □ □ □ □

21.All the staff in my department are friendly □ □ □ □ □

and supportive

22.All the information is shared equally in my □ □ □ □ □

department

23.Individual differences are respected[Age, gender, □ □ □ □ □

education, caste,..]
C. Job Factors/ Control/ Demands/ Role Clarity

(1) (2) (3) (4) (5)

24.I have clear understanding of the goals and □ □ □ □ □

objectives of my organization

25.I have no doubt that what I do on my job is really □ □ □ □ □

important

26.I am encouraged to develop new & more efficient □ □ □ □ □

ways to do my work

27.The amount of work I am expected to do is □ □ □ □ □

reasonable

28.The level of work responsibility given to me is □ □ □ □ □

appropriate

29.There is possibility to perform multi-tasks in □ □ □ □ □

my department

30.My job is more challenging and exciting □ □ □ □ □

31.I know what is expected of me during my □ □ □ □ □

job/work done

32.I understand day-to-day objectives of my □ □ □ □ □

department

33.My Job/responsibility is clearly described. □ □ □ □ □

D. Physical work conditions/ Infrastructure/ Resources

(1) (2) (3) (4) (5)

34.The overall infrastructure provided by the

organization is satisfying

Ventilation □ □ □ □ □

Hygiene □ □ □ □ □

Work-space □ □ □ □ □

Lighting and fans □ □ □ □ □

Protection against heat/cold □ □ □ □ □

Cleanliness and neatness □ □ □ □ □

Power-supply □ □ □ □ □

Drinking water □ □ □ □ □

Safety at work □ □ □ □ □

35.Adequate resources are provided to get the □ □ □ □ □

job done

36.I can arrange my workplace as per my comfort □ □ □ □ □

37.My shift timings are flexible □ □ □ □ □

 My activity at work
involves
b. Sitting
o Sitting Light Moderate/ Heavy
work work d. Standing
o Standing Moderate/ Heavy
Light work work

39. Concern is shown for my health and safety at □ □ □

□ □

work place
E. Compensation/ Salary/ Benefits/ Recognition

40.How often are you paid your salary

a. Weekly b. Once every two weeks

c. Once every 15days d. monthly

(1) (2) (3) (4) (5)

41.My present salary is appropriate to the work □ □ □ □ □

I do

42.The pay raises at my organization are satisfactory □ □ □ □ □

43.The salary package at meets my needs □ □ □ □ □

44.Benefit plans

Retirement Plans □ □ □ □ □

Life Insurance □ □ □ □ □

Medical Insurance □ □ □ □ □

DA □ □ □ □ □
 HRA □ □ □ □ □

PF, ESI □ □ □ □ □

Leave Salary □ □ □ □ □

(1) (2) (3) (4) (5)

45.I think my performance is evaluated fairly □ □ □ □ □

46.Employee recognition programs are regularly □ □ □ □ □

followed

47.If I feel underpaid, I can discuss my feelings □ □ □ □ □

with my supervisor/manager

48.My organization will promote from within before □ □ □ □ □

looking for employees externally

49.My job at current position is permanent and secure □ □ □ □ □

50.There is regular supervision from my supervisor □ □ □ □ □

regarding my work

51.There is competition among the team members □ □ □ □ □

regarding credit and promotion

52.Healthy eating facilities

Employee canteen □ □ □ □ □

Breakfast □ □ □ □ □

Lunch □ □ □ □ □

Dinner □ □ □ □ □

Snack/tea/drinks □ □ □ □ □

Drinking water □ □ □ □ □

Sufficient seating for all employees at canteen □ □ □ □ □

Following aspects are followed accurately

o Cleanliness □ □ □ □ □

o Layout [design of seating and

food provisions] □ □ □ □ □

o Lighting and fans □ □ □ □ □

o Ventilation □ □ □ □ □

o Maintenance/ Service □ □ □ □ □
53.There is great opportunity to learn from □ □ □ □ □

my work at

54.There is an opportunity of Career growth □ □ □ □ □

at

55.My job gives me professional growth and □ □ □ □ □

advancement in future

56.As a whole, you are satisfied with the work culture □ □ □ □ □