A SUMMER INTERNSHIP PROJECT REPORT ON

ANALYSIS OF PRODUCT DEVELOPMENT AND

CUSTOMER FEED BACK
BY
GUJARAT MILKMARKETING FEDERATION LIMITED



SUBMITTED TO


BY
ROHIT.B.PATHAK
ROLL NO-11-E35

This report is submitted to the University / Institute in partial fulfillment of
the requirement for the curriculumas prescribed by the University of
Mumbai.






Table of Contents
TOPIC PAGE NO
Executive Summary. 6
Industry Profile. 7
Company Profile. 12
Products. 13
Amul Pro Description. 21
Research Methodology. 25
Questionaire. 30
Comparison With Bournvita. 31
Findings. 33
Conclusion. 34












DECLARATION


I hereby declare that all the work presented in the summer internship project
report entitled ANALYSIS OF PRODUCTDEVELOPMENT AND CUSTOMER
FEEDBACKBY GUJARAT CO-OPERATIVE MILK MARKETING
FEDERATION LIMITED.
atVidylankar Institute of Technology , Wadala and AMUL is my authentic
record of my own work carried out .








Certificate of Internship


This is to certify that MR ROHIT.B.PATHAK a student of
vidyalankar institute of technology and pursuing two years full
time MASTERS IN MANAGEMENT STUDIES (MMS), underwent two
months of internship with us from may 2, 2012 to June 5, 2012.
During the internship, MR ROHIT.B.PATHAK has successfully
completed the project titled analysis of product development
and customer feedback.
. Under the guidance of MR.P.S BABRA,
We wish MR ROHIT.B.PATHAK the very best for his career, and
are thankful for the perfect service he provided to this company.








Executive summary


The project was taken into consideration for the promotion and the
marketing of the amul new product i.e AMUL PRO.
The main task assigned to us by our mentors where to make the product
available in each and every stores.
It also focuses on the competitors product like bournvita Horlicks, boost etc.
The main aim of the
Summer training was to first analyses the market situation focus on the need
of the consumers what the thing they are lacking in the competitors product
so that the same thing didnt happened in our product.
So after the whole promotion and marketing of the productwe have taken
the sample size of 50 retailers retailers wand wanted to know the feed back
which we are getting for our product.



INDUSTRY PROFILE

FOOD INDUSTRY
The food industry is the complex, global collective of diverse businesses that
togethersupply much of the food energy consumed by the world population. Only
subsistencefarmers, those who survive on what they grow, can be considered
outside of the scope of the modern food industry.

The food industry includes:
Regulation: local, regional, national and international rules and regulations forfood
production and sale, including food quality and food safety, and industrylobbying
activities.

Education: Academic, vocational, consultancy.

Research and development: food technology.

Financial services:insurance, credit.

Manufacturing: agrichemicals, seed, farm machinery and supplies,
agriculturalconstruction, etc.

Agriculture: raising of crops and livestock, seafood.

Food processing: preparation of fresh products for market, manufacture
of prepared food products.

Marketing: promotion of generic products (e.g. milk board), new products, publicopinion,
through advertising, packaging, public relations, etc.
Wholesale and distribution: warehousing, transportation, logistics.

Retail: supermarket chains and independent food stores, direct-to-
consumer,restaurant, food services.



ADVANTAGE OF INDIA UNDER FOOD INDUSTRY:

India is one of the largest food producers in the worldindiahas diverse agro-climatic
conditions and has a large and diverse raw materialbase suitable for
food processing companies
Investment requirement of around US$ 15 billion exists in the food processingsectorindiais
looking for investment in infrastructure, packaging and marketingindia has huge
scientific and research talent poolalargely untapped domestic market of 1000 million
consumers300 million upper and middle class consume processed food200 million more
consumers expected to shift to processed food by 2010Well developed
infrastructure and distribution network Rapid urbanization, increased literacy,
changing life style, increased number of women in workforce, rising per capita
income- leading to rapid growth and newopportunities in food and beverages sector50
per cent of household expenditure by Indians is on food itemsstrategicgeographic
location (proximity of India to markets in Europe and fareast, South East and West
Asia)Under the food industry, Dairy product is very important part of food processing.
Dairyprocessing is acting good role in India.



Dairy Processing:

India ranks first in the world in terms of milk production. Indian production
stands at 91million tones growing at a CAGR of 4 per cent. This is primarily
due to the initiativestaken by the Operation flood programmes in organizing
milk producers into cooperatives;building infrastructure for milk procurement,
processing and marketing and providingfinancial, technical and management inputs
by the Ministry of Agriculture and Ministry of Food Processing Industries to turn the
dairy sector into viable self-sustaining organizedsector. About 35% of milk
produced in India is processed. The organized sector (largescale dairy plants) processes
about 13 million tones annually, while the unorganized sectorprocesses about 22
million tones per annum. In the organized sector, there are 676 dairyplants in the
Cooperative, Private and Government sectors registered with the Governmentof
India and the state Governments.

India has a unique pattern of production, processing and marketing/consumption
of milk,which is not comparable with any large milk producing country.
Approximately 70 millionrural households (primarily, small and marginal farmers
and landless labourers ) in thecountry are engaged in milk production. Over 11
million farmer are organized into about0.1 million village Dairy Cooperative Societies
(DCS)(about 110 farmers per DCS). Thecumulative milk handled by DCS across the
country is about 18 million kg of milk per day.These cooperatives form part of a national
milk grid which links the milk producersthrough out India with consumers in more
than 700 towns and cities bridging the gaps onaccount of seasonal and regional
variations in the availability of milk.The Ministry of food Processing Industries is
promoting organized Dairy processing sectorto accomplish upcoming demands
of processed dairy products and helping to identifyvarious areas of research for
future product development and quality improvement torevamp the Indian dairy export
by way of providing financial assistance to the dairyprocessing units. 32 Units
have been sanctioned financial assistance (Rs.591 lakhs)
underthe plan scheme of the Ministry during the year 2006-07.










Major Indian Players and overseas in the Food industry
ITC Limited
Parle Products Pvt. Ltd.
Agro Tech Foods.
Amul India Ltd.
Cadbury India Ltd.
PepsiCo India Holdings.
Nestle India Pvt. Ltd.
Britannia Industries Ltd.
Hindustan uni lever limitedmtr foods limited.
Godrej industries limited.
Dabur India Ltd.

















COMPANY PROFILE

Amul (Anand Milk Union Limited),
formed in 1946, is a dairy cooperative movement inIndia. It is a brand name
managed by an apex cooperative organisation, Gujarat Co-operative Milk
Marketing Federation Ltd. (GCMMF), which today is jointly owned bysome 2.6
million milk producers in Gujarat, India. It is based in Anand town of Gujaratand has been
a sterling example of a co-operative organization's success in the long term.
The
Amul Pattern
has established itself as a uniquely appropriate model for ruraldevelopment. Amul has
spurred the White Revolution of India, which has made India thelargest producer
of milk and milk products in the world. It is also the world's biggestvegetarian cheese
brand .
GCMMF:
Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest
food productsmarketing organisation. It is a state level apex body of milk cooperatives in
Gujarat whichaims to provide remunerative returns to the farmers and also serve
the interest of consumers by providing quality products which are good value for money.

Amul's product range includes milk powders, milk, butter, ghee, cheese, curd, chocolate,ice
cream, cream, shrikhand, paneer, gulabjamuns, basundi, Nutramul brand and
others.
InJanuary 2006, Amul plans to launch India's first sports drink Staminawhich
will becompeting with Coca Cola'sPoweradeandPepsiCo'sGatorade.
Amul is the largest food brand in India and world's Largest Pouched Milk
Brand with anannual turnover of US $1050 million (2006-07). Currently Amul has 2.6
million producermembers with milk collection average of 10.16 million litres per
day. Besides India, Amulhas entered overseas markets such as Mauritius, UAE,
USA, Bangladesh, Australia, China,Singapore, Hong Kong and a few South
African countries. Its bid to enter Japanese marketin 1994 had not succeeded, but
now it has fresh plans of flooding the Japanese markets.Other potential markets being
considered include Sri Lanka.
Dr VergheseKurien, former chairman of the GCMMF, is recognised as the man behind
thesuccess of Amul. On 10 Aug 2006 ParthiBhatol, chairman of the
Banaskantha Union, waselected chairman of GCMMF.








ACHIEVEMENTS:


Amul :Asias largest dairy co-operative was created way back in1946 to make the
milk producer self-reliant and conduct milk- business with pride.
Amul has always been thetrend setter in bringing and adapting the most modern
technology to door steps to ruralfarmers.
Amul created history in following areas:
a)First self motivated and autonomous farmers organization comprising of mor
e than
5000000 marginal milk producers of Kaira District.
b) Created Dairy co-operatives at village level functioning with milk collection
centresowned by them.
c) Computerized milk collection system with electronic scale and computerized
accountingsystem.
d)The first and only organization in world to get ISO 9000 standard for its farmers co-
operatives.
e)First to produce milk from powder from surplus milk.Amul is the live example of how co-
operation amongst the poor marginal farmers canprovide means for the socio-
economic development of the under privileged marginalfarmers.









Amul in abroad:

Amul is going places. Literally. After having established its presence in China,
Mauritius
and Hong Kong, Gujarat Cooperative Milk Marketing Federation (GCMMF),
Indias
largest milk cooperative, is waiting to flood the Japanese market.Then, GCMMF is also
looking at Sri Lanka as one of its next export destinations. Amulproducts are already
available on shelves across several countries, including the US, China,Australia,
West Asian countries and Africa.GCMMF recorded a turnover of Rs 2,922
crore last fiscal. Its products include pouch milk,ultra heat treated (UHT) milk,
ice-cream, butter, cheese and buttermilk.












PRODUCTS

Bread spreads:
Amul Butter
AmulLite Low Fat Bread spread
Amul Cooking Butter
Cheese Range:
Amul Pasteurized Processed Cheddar Cheese
Amul Processed Cheese Spread
Amul Pizza (Mozzarella) Cheese
Amul Shredded Pizza Cheese
AmulEmmental Cheese
Amul Gouda Cheese
AmulMalaiPaneer (cottage cheese)
Utterly Delicious Pizza
Mithaee Range (Ethnic sweets):
AmulShrikhand (Mango, Saffron, Almond Pistachio, Cardamom)
AmulAmrakhand
AmulMithaeeGulabjamuns
AmulMithaeeGulabjamun Mix
AmulMithaeeKulfi Mix
AvsarLadoos
UHT Milk Range:
Amul Shakti 3% fat Milk
AmulTaaza 1.5% fat Milk
Amul Gold 4.5% fat Milk
AmulLite Slim-n-Trim Milk 0% fat milk
Amul Shakti Toned Milk
Amul Fresh Cream
AmulSnowcap Softy Mix
Pure Ghee:
Amul Pure Ghee
Sagar Pure Ghee
Amul Cow Ghee
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
Sagar Skimmed Milk Powder
Sagar Tea and Coffee Whitener
Sweetened Condensed Milk:
AmulMithaimate Sweetened Condensed Milk
Fresh Milk:
AmulTaaza 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
AmulSaathi Skimmed Milk 0% fat
Amul Cow Milk
Curd Products:
Yogi Sweetened FlavoredDahi (Dessert)
AmulMastiDahi (fresh curd)
AmulMasti Spiced Butter Milk
AmulLassee
Amul Ice creams:
Royal Treat Range (Butterscotch, Rajbhog, MalaiKulfi)

Nut-o-Mania Range (KajuDraksh, KesarPista Royale, Fruit Bonanza,
Roasted Almond)
Nature's Treat (Alphanso Mango, Fresh Litchi, ShahiAnjir, 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:
AmulKool Flavoured Milk (Mango, Strawberry, Saffron, Cardamom, Rose,
Chocolate)
AmulKool Cafe
AmulKool Koko
AmulKoolMillkShaake (Mango, Strawberry, Badam, Banana)

Health Beverage:
AMUL PRO:Malt based food.



1.3.2 -Major Competitors
Amul is a well known brand with a wide product range in FMCG giving a
tough competition to its competitors . The following are the major competitor
in some of its product range :
Sr.
No
Product Competitors
1 Butter Nestle
Gowardhan
Mother Dairy
Britannia

2 Cheese Britannia
Mother Dairy
Gowardhan

3 Milk Britannia
Nestle
Warna
4 Curd Nestle
Gowardhan
Danone

5 Ice Creams Kwality Walls
Vadilal
Baskin Robbins
Naturals

6 Chocolates Cadbury
Nestle

8 Ghee Britannia
Gowardhan
Dynamix
9 Infant Food Nestle
10 Dairy whitner Nestle
Britannia
Mother dairy
Gowardhan


1.3.3 - Sales Turnover
Sales Turnover Rs (million) US $ (in millions)
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



Amul PRO
Description Malt Based Food
Packing
500g Glass Cube Jar:
The glass cube jar is a
unique pack in the
category, giving Amul
PRO a distinct
advantage of standing
out of the clutter on
retail shelves.
500g Refill: Amul PRO is
also available in an
attractive 5 panel 500g
Refill





Product Specifications:



Composition
Ingredients : Malt Extract, Sugar,Milk solids, Cocoa
solids, Caramel,Vitamins,Minerla,Permitted
emulsifiers(E322,E476), Raiding agent (E500(ii)), DHA
and salt.







Product Features:

Amul PRO is a malt based milk additive, which not only
enhances milks nutritive value but also makes milk a very
tasty drink for people of all ages, especially kids, who need
milk and nutrition for healthy growth. It comes from the House
of Amul, the brand which is known all over for providing quality
products at value for money price.






Key product attributes of Amul PRO are as follows:

Whey Protein: Muscle building & Immunity
Whey Protein is the purest and most essential form of protein.
It is easy to digest and helps muscle building and nurturing
growth. Why Protein is often referred to as Fast Protein,
provides quick nourishment to muscles, helping your child
strengthening the immunity and stay healthy.

DHA: Brain Development
Docosahexaenoic Acid (DHA) is an essential fatty acid required
for optimal development and function of the brain, eyes and
central nervous system of a child. It plays an important role in
enhancing your childs immunity by protecting it from allergies
like Asthma.

27 Essential Nutrients: Complete Wellness
Amul PRO contains 27 essential nutrients (proteins, vitamins
and minerals) that help in boosting immune system enhance
metabolism and nervous system functions and helps children
be mentally sharp and physically agile.





Product Application:

It's a milk additive, which means it can be consumed by adding
directly to milk. It is easy to make and tasty to drink and is
suitable for people across age groups, particularly kids who
require adequate nourishment for proper growth Amul PRO can
be consumed with both hot as well as cold milk.


Available
All Over India in Normal Trade and Modern Format Stores.



















RESEARCH METHODOLOGY













Research methodology is the way to systematically solve the problem. In it we
study the various steps that are generally adopted by a researcher in studying his
research problem along with the logic behind them. Thus, When we talk about
research methodology we not only talk of the research methods but also
consider the logic behind the methods we used in the context of our research
study and explain why we are using a particular method or technique and why
we are not using others so that research results are capable of being evaluated
either by the researcher himself or by others.


RESEARCH OBJECTIVE:
To know the actual sales of the product.
To understand the requirement of the product.
To determine the expansion strategies.






RESEARCH DESIGN
A sample size of 40 retailers was taken.
The survey was conducted in the area THANE.






Sampling techniques:

A quota sampling technique was adopted because the sample audience was
made out of potential purchasers of the product. The sample was carefully
drafted. A lot of care was taken when designing the questionnaire and also when
collecting information


PRIMARY DATA
The primary data consists of information obtained from the
retailers and distributor.



SECONDARY DATA
The secondary data is obtained from the information already
published in newspaper articles , blogs and books. The websites like Amul.
Com ,scribd. Com , Wikipedia . cometc were also useful




METHODS OF DATA COLLECTION
The source of the data collected for the research is both primary data and
secondary data
Primary Data :
By Observation Method :
This data was collected by visiting the amul outlets in Thane by seeing
the displayed Amul products in that stores.
The data was collected on the following parameters:
Price .
Visibility.
Shelf Life .
Discounts Offered .

By Personal Interviews :
The data was collected by visiting each and every stores where amul
products are available and also check the availability of the Amul products in
the shelf . The information was taken by talking to the purchase mangers of the
stores as well as the distributors . The objective of this was to know the
preference of the retailers to stores the Amulproducts , know the problems
regarding the delivery , the problems between distributors and retailers . The
questions were open ended as well as close - ended .







LIMITATIONS
The research was carried out for 2 months which proved to the
insufficient to tap the accuracy of the study
Time factor has been a very big limitation in the research survey like this.





















QUESTIONAIRE


NAME OF THE
RETAILER

CONTACT NO
ADDRESS
FEEDBACK


This were the questionnaires which we are supposed to get completed from the
retailers.











Comparing amulpro with bournvita:

AMUL PRO:





It contains DHA advantage.
With power of vitamin D and calcium
Whey protein which helps for bodybuilding.
Goodness of milk.







BOURNVITA:


Dha only for age group of 5yrs
Similarly whey protein also for the age group of 5yrs.
Prices of the jar as well as the pack is very high as compared with
the Amul pro.
Whereas Amul pro is for every age group right from the children up to
grandfather.





FINDINGS

1. Customer trust on brand of product and name of company while purchasing
the product.
2. The company has been able to deliver a good quality and taste products are
reasonable and affordable prices.
3. Most of the complaints that we heard from the retailers is that they are not
satisfied with the companys margin as the margin is very low compared
with the competitors product.
4. The Company enjoys a market leadership in products like Butter , Cheese
but also lacks products awareness in product like Basundi , GulabJamun ,
Chocolates etc .
5. The improper distribution network creates a great hindrance in reaching the
product to the market and customers .
6. At most of the outlets, employees are not satisfied even dealers
also.According to them, Amul only takes action for customer
satisfaction,but for the outlets employees satisfaction, Amul tries to avoid
it
7. Retailers do not agree to stock Amul ice creams as the company doesnt not
provide the retailer with deep freezers.
8. The local competitors like Warna ,Chitaleetc are eating the market share of
Amul in product categories of Shrikhand, Milk , Dahi.
9. The retailers are not happy with the damage product treatment given by
then company. The retailers wish for the replacement of the damaged
products which the company refuses to give.
10.The company faces a huge competition from other companies in the market
for Dahi,icecreams,mithaimate and freshcream.















CONCLUSION

I have studied and analyzed the dairy based food product market of amul on
different aspects of the markets,outlets,distribution and consumers.
The 2 months of summer internship with amul actually helped me to learn
various thing that would really be helpful in my life for future growth.
This project shows me the way to work in the market .How to communicate
with different type of people .How to convince one for better job .Learnt how to
sell ,how things work in Fast moving Consumer goods .having perishable nature
of these product one need a excellent distribution network and carefully select
market because these product if transferred to far area then cost attached to the
product will make it un competitive .
According to me the growth of any product whether it could be food based
product or anything depends upon how we do proper branding of that product
and also the promotion which plays a very vital role in attracting customers.
The main goal should be to attract customer and to retain them so that the
loyalty maintains in future as well.
Besides thisQuality is the dominating aspect which influences consumer to
purchase Amul product, but prompt availabilityof other brands and aggressive
promotional activities by others influences the consumer towards them and also
leads to increase sales

Ultimately I must say that I am privileged to work in the company like Amul
and get such a real time exposure of FMCG company .