A Project on

Comparative study Mother Diary and products (milk and butter)

Amul

Submitted by
Nishesh Mathur(45) Sakshi Goel(56) Shikha Hota(58)

DECLARATION
We, the undersigned, students of JIMS, KALKAJI of PGDM Third Trimester hereby declare that We have completed this Project of Comparative study Mother Diary and Amul products (milk and butter) in the academic year 2011-2012.

The information submitted in this project is true and original to the best of my knowledge.

Name:-

ACKNOWLEDGMENT
One of the pleasant aspects of preparing a project report is the opportunity to thank to those who have contributed to make the project completion possible.

I am extremely thankful to Mr. M.R. Jain whose active interest in the project and insights helped us formulate, redefine and implement our approach towards the project.

I am also thankful to all those seen and unseen hands & heads, which have been of direct or indirect, help in the completion of this project.

CERTIFICATE

This is to certify that the project titled Comparative study Mother Diary and Amul products (milk and butter) is an academic work done by Nishesh Mathur(55), sakshi Goel(56) and Shikha Hota(58) submitted in the partial fulfillment of the requirement for the award of the Programme from Jagannath International Management School, Kalkaji, New Delhi, under my guidance & direction. To the best of my knowledge and belief the data & information presented by them in the project has not been submitted earlier.

Mr. M.R. Jain (Associate Professor) JIMS, New Delhi

INTRODUCTION

AMUL
Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF), is India's largest food product marketing organisation with annual turnover (2010-11) US$ 2.2 billion. Its daily milk procurement is approx 12 million lit (peak period) per day from 15,712 village milk cooperative societies, 17 member unions covering 24 districts, and 3 million milk producer members. It is the Apex organisation of the Dairy Cooperatives of Gujarat, popularly known as 'AMUL', which aims to provide remunerative returns to the farmers and also serve the interest of consumers by providing quality products which are good value for money. Its success has not only been emulated in India but serves as a model for rest of the World. It is exclusive marketing organisation of 'Amul' and 'Sagar' branded products. It operates through 47 Sales Offices and has a dealer network of 5000 dealers and 10 lakh retailers, one of the largest such networks in India. Its product range comprises milk, milk powder, health beverages, ghee, butter, cheese, Pizza cheese, Ice-cream, Paneer, chocolates, and traditional Indian sweets, etc GCMMF is India's largest exporter of Dairy Products. It has been accorded a "Trading House" status.

MOTHER DAIRY
Mother Dairy was set up in 1974 under the Operation Flood Programme. A wholly owned company of the National Dairy Development Board (NDDB). Mother Dairy manufactures, markets & sells milk and milk products under the Mother Dairy brand (Milk, Cultured Products, Ice Creams, Paneer and Ghee), Dhara range of edible oils, Safal range of fresh Fruit & vegetables, Frozen Vegetables, Processed Fruit & Vegetable Products, Fruit Pulps & Concentrates in bulk aseptic packaging and fruit juices at a national level through its sales and distribution networks for marketing food items.

Mother Dairy sources significant part of its requirement of liquid milk from dairy cooperatives. Similarly, Mother Dairy sources fruits and vegetables from farmers / growers associations. Mother Dairy also contributes to the cause of oilseeds grower cooperatives that manufacture/ pack the Dhara range of edible oils by undertaking to nationally market all Dhara products. It is Mother Dairys constant endeavor to ensure that milk producers and farmers regularly and continually receive market prices by offering quality milk, milk products and other food products to consumers at competitive prices and uphold institutional structures that empower milk producers and farmers through processes that are equitable.

LITERATURE REVIEW
CURRENT SCENARIO

Mother dairy has a market share of around 33 % in the branded sector in Delhi where it sells 3.4 lakh litres of milk daily on an average and undertakes its marketing operations through around 51 distributors and around 600 retailers in Delhi itself. It has a huge advantage over its competitors as it is the only player when it comes to sale of loose milk through token. Before the entrance of competitors like Amul ,sale of loose milk through Mother Dairy booths was around 35 % of the entire sale in branded segment , when Mother dairy was the only player in the market. However since last five years the sale is continuously declining and presently it is just 8-9 %.

OBJECTIVES AND SCOPE

The objectives of the study are the following :1. The main objective of this project is to determine the market share of Amul and Mother Dairy & to find out the measures that can be adopted to increase the sales 2. To study the main factor responsible for the sale of Amul and Mother Dairy 3. To identify the issues related to Mother Dairy and Amul distribution. 4. To get the consumer feedback from specific regions. 5. To add up new customer in the area. 6. To study Amul and Mother Dairy positioning in the mind of the consumers. 7. To find out the factors that affect consumers decision to purchase milk. 8. To find out short term problem in every sub-region that can be sorted out 9. Suggesting viable recommendations to be implemented in the area.

SCOPE OF THE STUDY

A big boom has been witnessed in Food Industry in recent times. A large number of new players have entered the market. The research was carried on in Delhi. We surveyed on our Project Topic Comparative study Mother Diary and Amul products (milk and butter). The study will help to know the preferences of the customers while buying milk and its products.

RESEARCH METHODOLOGY
This report is based on primary as well secondary data, however primary data collection was given more importance since it is overhearing factor in attitude studies. One of the most important users of research methodology is that it helps in identifying the problem, collecting, analyzing the required information data.

Data Sources:Research is totally based on primary data. Secondary data can be used only for the reference. Research has done by primary data collection, and primary data has been collected by interacting with various people. The secondary data has been collected through various journals and websites.

Sampling: Sampling Procedures:The sample was selected of them who are housewives in Delhi. It was collected through personal visits to persons, by formal and informal talks and through filling up of the questionnaire prepared. The data has been analyzed by using mathematical/statistical tools.

 Sample Size:The sample size of my project is limited to 70 people only.

Sample Design:Data has been presented with the help of bar graph, pie charts, line graphs, etc.

LIMITATIONS
Some of the people were not so responsive. Possibility of error in data collection because many customer fluctuates their preferences. Sample size is limited to 70 people only. The size may not adequately represent the whole market.

DATA ANALYSIS AND INTERPRETATION

Statistics Age of Respondent N Valid Missing Mean Std. Deviation 70 0 2.0571 .41304

Age of Respondent Cumulative Frequency Valid LESS THAN 20 20-30 30-40 ABOVE 40 Total 3 61 5 1 70 Percent 4.3 87.1 7.1 1.4 100.0 Valid Percent 4.3 87.1 7.1 1.4 100.0 Percent 4.3 91.4 98.6 100.0

Which brand of milk you are using? Cumulative Frequency Valid Mother Dairy Amul Total 41 29 70 Percent 58.6 41.4 100.0 Valid Percent 58.6 41.4 100.0 Percent 58.6 100.0

How would you rate your Milk Brand? Cumulative Frequency Valid GOOD VERY GOOD EXCELLENT Total 4 39 27 70 Percent 5.7 55.7 38.6 100.0 Valid Percent 5.7 55.7 38.6 100.0 Percent 5.7 61.4 100.0

Since how long you are using this milk brand? Cumulative Frequency Valid LESS THAN 3 YEARS 3-5 YEARS MORE THAN 5 YEARS Total 29 14 27 70 Percent 41.4 20.0 38.6 100.0 Valid Percent 41.4 20.0 38.6 100.0 Percent 41.4 61.4 100.0

Which variety of milk do you prefer? Cumulative Frequency Valid TONNED DOUBLE TONNED FULL CREAM STANDARDISED SKIMMED COW MILK Total 17 9 36 2 3 3 70 Percent 24.3 12.9 51.4 2.9 4.3 4.3 100.0 Valid Percent 24.3 12.9 51.4 2.9 4.3 4.3 100.0 Percent 24.3 37.1 88.6 91.4 95.7 100.0

How much quantity of milk you consume in a day? Cumulative Frequency Valid LESS THAN 1 LTR 1-2 LTR MORE THAN 2 LTRS Total 32 31 7 70 Percent 45.7 44.3 10.0 100.0 Valid Percent 45.7 44.3 10.0 100.0 Percent 45.7 90.0 100.0

How would you rate your Butter Brand? Cumulative Frequency Valid FAIR GOOD VERY GOOD EXCELLENT Total 1 5 20 44 70 Percent 1.4 7.1 28.6 62.9 100.0 Valid Percent 1.4 7.1 28.6 62.9 100.0 Percent 1.4 8.6 37.1 100.0

What Quantity of Butter you usually Buy? Cumulative Frequency Valid 100GMS 500GMS Total 46 24 70 Percent 65.7 34.3 100.0 Valid Percent 65.7 34.3 100.0 Percent 65.7 100.0

Since how long you are using this Butter Brand? Cumulative Frequency Valid LESS THAN 3 YEARS 3-5 YEARS MORE THAN 5 YEARS Total 14 17 39 70 Percent 20.0 24.3 55.7 100.0 Valid Percent 20.0 24.3 55.7 100.0 Percent 20.0 44.3 100.0

Age of Respondent Cumulative Frequency Valid LESS THAN 20 20-30 30-40 ABOVE 40 Total 3 61 5 1 70 Percent 4.3 87.1 7.1 1.4 100.0 Valid Percent 4.3 87.1 7.1 1.4 100.0 Percent 4.3 91.4 98.6 100.0

Gender of Respondent Cumulative Frequency Valid MALE FEMALE Total 32 38 70 Percent 45.7 54.3 100.0 Valid Percent 45.7 54.3 100.0 Percent 45.7 100.0

Which brand of milk you are using? * BRAND Crosstabulation Count BRAND NOT IMPORTANT Which brand of milk you are Mother Dairy using? Total Amul 5 3 8 LEAST IMPORTANT 2 2 4 AVERAGE 4 1 5 IMPORTANT 18 6 24 MOST IMPORTANT 12 17 29 Total 41 29 70

Which brand of milk you are using? * PACKAGING Crosstabulation Count PACKAGING LEAST IMPORTANT Which brand of milk you are using? Total Mother Dairy Amul 8 2 10 AVERAGE 9 6 15 IMPORTANT 11 12 23 MOST IMPORTANT 13 9 22 Total 41 29 70

Which brand of milk you are using? * PRICE Crosstabulation Count PRICE NOT IMPORTANT Which brand of milk you are Mother Dairy using? Total Amul 4 1 5 LEAST IMPORTANT 9 4 13 AVERAGE 7 7 14 IMPORTANT 13 10 23 MOST IMPORTANT 8 7 15 Total 41 29 70

Which brand of milk you are using? * QUALITY Crosstabulation Count QUALITY NOT IMPORTANT Which brand of milk you are Mother Dairy using? Total Amul 8 2 10 LEAST IMPORTANT 1 0 1 AVERAGE 4 1 5 IMPORTANT 7 6 13 MOST IMPORTANT 21 20 41 Total 41 29 70

Which brand of milk you are using? * TASTE Crosstabulation Count TASTE NOT IMPORTANT Which brand of milk you are Mother Dairy using? Total Amul 6 2 8 LEAST IMPORTANT 3 0 3 AVERAGE 3 0 3 IMPORTANT 11 6 17 MOST IMPORTANT 18 21 39 Total 41 29 70