14-09-2013, 12:41 PM
AMUL INDIAN DAIRY INDUSYTRY PROFILE
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INDIAN DAIRY
INDUSTRY– A PROFILE
India’s modern dairy sector has expanded rapidly. India is recognized as a biggest
and fastest growing market in the world for milk and milk products. India's dairy
market is multi-layered. It's shaped like a pyramid with the base made up of a vast
market for Chocolate. The bulk of the demand for Chocolate is among the Rural
areas whose requirement is large.
India’s dairy sector is expected to triple its production in the next 10 years in view
of expanding potential for export to Europe and the West; so all the countries are
looking at Indian dairy industry markets for exports. As per GATT agreement the
export subsidy is reduced. Because of this India is expecting major changes in
dairy industry of North America, Europe and Australia. It may also get some
advantage in this situation. After reduction in subsidies given by other countries
India would be able to compete with their products efficiently on price in
international markets. At present India has a negligible export to international
markets.
Both public and private sector have contributed to the dairy industry growth in
India. Government dairy distributes 90% of its milk in sachets or in containers
while remaining 10% is marketed as butter, ghee etc. On contrary, private sector
only markets 20% of milk and remaining 80% of milk is made into preparations
suitable for exports. Amul have Chocolate as their main product
Methodology
The area of work was in important rural and town areas Patan , Palanpur , Deesa and
Mahesana . We had to depend mainly on primary data so as to have to a first hand
knowledge of the prevailing market position of liquid milk of various brands. Thus,
our actual study was conducted in 3 stages. First we talked informally on various
aspects with our guiding officers, certain consumers & retailer. Next we prepared our
questionnaires based on the priors discussions having separate questionnaires for
established & unexplored markets. Both consumers & retailers were given separate
questionnaires.
Objectives : -
Following are the major objectives : -
1. To study the chocolate market scenario in various area Patan , Palanpur, Deesa
andMahesana . The first and foremost objective of the project was perfect.
Under this, the consumption pattern, market share of various brands and
the factors influencing the buying decisions of the consumers were
studied.
2. To study the position of amul chocolate in established market. The nearest
competitor and the various possibilities has been explored to minimize
their threats.
3. To estimate the market potential for amul chocolate in unexplored market was
one of the major objectives. Here the conditions were also studied under
which the consumer as well as the retailer would be willing to buy amul
chocolate.
4. To identify the problem areas for all the places separately. Here the
shortcomings of amul were studied which could be removed after careful
understanding & detailed analysis.
HISTORY OF THE COMPANY
The story of AMUL inspired 'Operation Flood' and heralded the 'White Revolution' in
India. It began with two village cooperatives and 250 liters of milk per day,
nothing but a trickle compared to the flood it has become today. Today Amul collects
processes and distributes over a million liters of milk and milk products per day,
during the peak, on behalf of more than a thousand village cooperatives owned by
half a million farmer members. Amul has become a symbol of the aspirations of
millions of farmers; creating a pattern of liberation and self-reliance for every farmer
to follow.
The ‘AMUL revolution’ started as awareness among the farmers grew and matured
into a protest movement. Over four decades ago, the life of a farmer in Kaira District
was very much like that of his counterpart anywhere else in India. His income was
derived almost entirely from seasonal crops. The income from milch buffaloes was
undependable. Private traders and middlemen controlled the marketing and
distribution system for the milk. As milk is perishable, farmers were compelled to sell
it for whatever they were offered. Often, they had to sell cream and ghee at
throwaway prices. In this situation, the one who gained was the private trader.
Gradually, the realization dawned on the farmers that the exploitation by the trader
could be checked only if marketed their milk themselves.
ABOUT PRODUCTS
AMUL means "priceless" in Sanskrit. The brand name "Amul," from the
Sanskrit "Amoolya," was suggested by a quality control expert in Anand. Variants, all
meaning "priceless", are found in several Indian languages. Amul products have been
in use in millions of homes since 1946. Amul Butter, Amul Milk Powder, Amul
Ghee, Amulspray, Amul Cheese, Amul Chocolates, Amul Shrikhand, Amul Ice
cream, Nutramul, Amul Milk and Amulya have made Amul a leading food brand in
India. (Turnover: Rs. 37.74 billion in 2005-06). Today Amul is a symbol of many
things. Of 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' organisation. And of a proven model for dairy development.
MARKET RESEARCH
Market research is a method of getting facts to be used by the executives in
formulating policies and plans. It enables a manufacturer or producer to know
what the customers want, at what time and what quantity. It is an organized
attempt to reduce market risk. He principle task of marketing research is to
widen the basis of facts upon which business plans can be laid. Marketing
research shows changes from time to time , if any.
AMUL conducts basically two types of market research. One is for products and
another for the advertising conducted by the company. These research results serve as
an input in future decision making. The company basically collects feedback from the
customers, about the effectiveness of its advertising campaign and liking of the
product especially in case of new products launched. It tries to find out by conducting
a survey in a target market whether or not the product is liked by the consumers and
ask for their suggestions for improvement. However AMUL is not much into
conducting research before the launch of the product. Most of its research is done
only once when the product is already launched in the market. It doesn’t have any
separate department for this purpose but its sales agents themselves do the work of
research for the company. Yet the results are almost comparable to those conducted
by professionals.
PRODUCT MIX
A product mix consists of all the product lines and items that a particular seller
offers for sale. A company’s product mix has four important dimensions : width,
length ,depth and consistency.
Product mix width refers to how many different product lines the company carries.
AMUL has 4 different product lines namely milk and milk products, chocolate and
ice-cream, wet products and dry products.
Product mix length refers to the total number of items in the mix . In the milk
and milk products line there are 14 different products, while in ice-cream and
chocolate range there are 21 products and in wet and dry products line there are 20
and 10 different products respectively.
MARKET SEGMENTATION
Market Segmentation is the act of sub dividing a market into distinct sets of customers
who merit attention. Targeting these customers for marketing by evaluating, selecting,
and concentrating becomes a corollary to segmentation. Market segmentation assumes
importance in the context of intense competition market is bombarded with. A market
consists of buyers, and buyers differ in one or more ways. They may differ in their
wants, resources, locations, products requirements. These variables have to be
considered in the process of segmentation.
There are different levels of market segmentation. They are mass marketing, segment
marketing, niche marketing and micro marketing. Markets can be segmented on the
geographical basis, demographical basis, psychological basis, behavioral basis and
loyalty status.
LABELING
Labeling printed information that appears on or with the package, is also a part of
packaging. Labels may range from simples tags attached to products to complex
graphics that are part of the package. Label identifies describes and promotes the
product through attractive graphics. The label might carry only the brand name or
great deal of information or pictures. Even if the seller prefers a simple label the law
may require additional information.
The labels of the products of AMUL are attractively designed. It contains all the
information as per statutory requirements. Information like name of product, brand
name, logo, date of packing & manufacturing, expiry date, price, code number,
ingredients, storage and usage instructions, weight, manufacturer’s and marketer’s
name, logo showing “ PURE VEG ” etc appears on the label of the products.
PRICING
The amount of money charged for a product or service or the sum of the values that
consumers exchange for the benefit of having or using the product or service is called
its price. A company’s pricing decisions are affected by both internal factors like
company’s objectives, marketing mix strategy, cost and organizational considerations
and external factors like nature of the market and demand, competition and other
environmental elements.