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
Executive Summary.
Industry Profile.
Company Profile.

PAGE NO
6
7
12

Products.

13

Amul Pro Description.

21

Research Methodology.

25

Questionaire.
Comparison With
Bournvita.
Findings.
Conclusion.

30
31
33
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 selfsustaining 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 organiz
ation comprising of more 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 socioeconomic 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
1

Product

Competitors

Butter

Nestle
Gowardhan
Mother Dairy
Britannia

Cheese

Britannia
Mother Dairy
Gowardhan

Milk

Curd

Britannia
Nestle
Warna
Nestle
Gowardhan
Danone

Ice Creams

Kwality Walls
Vadilal
Baskin Robbins
Naturals

Chocolates

Cadbury
Nestle

Ghee

9
10

Infant Food
Dairy whitner

Britannia
Gowardhan
Dynamix
Nestle
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:

Ingredients : Malt Extract, Sugar,Milk

solids, Cocoa solids,
Composition 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 .