A Report on the Industrial Visit of Amul Co-Operative Dairy Semester-IV Submitted By
Name
: Chauhan Chetan N. Roll No. : 4
Under the Guidance of: Professor Jaydeep Patel & Professor Pragna Patel
Submitted To:
Rudra College of Business Administration Vahelal March , 2014
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CERTIFICATE BY THE GUIDE
This is to certify that the contents of this report entitled “Chauhan Chetan N.” submitted to Rudra College of Business Administration for the partial fulfillment of the Degree of Business Administration (BBA Sem- IV) is original report work carried out by him under our supervision.
Name : Chauhan Chetan N. Roll Number : 4 Date :
Principal
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PREFACE
Today’s age is an age of management. It is the backbone of any organization, management is the critical factor. A which determines the success or failure of the business unit. Success in management depends on through understanding the principals of management. The sell success of management dies in applying professional management in all management activities. The B.B.A. degree course has its own distinguished & unique salidauty like other professional courses. One of its basic requirements during the terms for the student of B.B.A. is to undertake a visit to any industry to take such training. It is an important part of syllabus and study. The objective behind this type of practical training at first year is to develop among students feeling of industrial environment & consciousness of business partners. Students of B.B.A. must be well informed by industrial activity because it’s a university criteria. I am also B.B.A. student so, I had an opportunity to visit industry. In our programme , we had visited a dairy industry namely “AMUL DAIRY” at Anand. We were welcomed by them & given us necessary information about Amul Dairy. I have prepared this report, which contains all the details of each department. I have studies in detailed the various process & operations taking place in this unit general information about is also included.
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ACKNOWLEDGEMENT
First of all I am very thankful to God for giving me this opportunity to visit “AMUL DAIRY” and I believe that anything that happens is only by God. I am also thankful to following persons. I am thankfull to Gujarat University for take an indusrial visit in our syllabus. I am thankfull to Amul Co-operative dairy to give permission for an industrial visit to their unit & thankfull to Smruti Thakkar for give the information of their firm. Prof. in charge of our visit & give me guidance to make this report :- Prof. Jaydeep Patel and Pragna Patel being very helpful on visit with us. I am also very thankful to my parents for giving me permission allow me took admission in B.B.A. and also very thankful to B.B.A faculty allow me to go for visit.
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INDEX S.L.NO.
3.3 PRODUCTION PERTICULARS PROCESS
I II III VI 1
2
3
5
PAGE NO
TITLE PAGE CERTIFICATE PREFACE ACKNOWLEDGEMENT COMPANY PROFILE 1.1 REGISTER ADRESS 1.2 HISTORY 1.3 VISION & MISSION 1.4 PRODUCTS 1.5 FORM OF ORGANIZATION 1.6 ORGANIZATION STRUCTER 1.7 AWARDS & ACHIVEMENT FINANCE 2.1 INTRODUCTION 2.2 BALANCE SHEET 2.3 TRADING / PROFIT & LOSS ACCOUNT 2.4 RESSERVE & FUND (BALANCE SHEET) 2.5 FIX ASSETS (BALANCE SHEET) 2.6 DISTRIBUTION OF PROFIT AS PER BYE LAWS 2.7 SALES TURNOVER 2.8 RATIO ANALYSIS PRODUCTION 3.1 INTRODUCTION 3.2 PRODUCT RANGE
3.4 PRICE DISTRIBUTION CHENNAL 4
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MARKETING 4.1 INTRODUCTION
1 2 3 4 7-17 8 9 11 12 15 16 17 18-25 19 20 21 23 23 24 24 25 26-32 47 58
32 33-43 34
4.2 MARKETING STRUCTURE
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4.3 MARKET SEGMENTATION
36
4.4 MARKET TARGETING
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4.5 COMPETITIORS
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4.6 PRICING POLICY
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4.7 MARKETING & DISTRIBUTION CHENNEL
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HUMAN RESOURCE MANAGEMENT 5.1INTRODUCTION
44-48 45
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5.2 RECRUITMENT
45
5.3 SELECTION
46
5.4 TRAINING & DEVELOPMEMNT
47
5.5 PERFOMANCE APPRAISAL
47
5.6 PROMOTION /5.7 TRANSFER
6 7 8
4848
5.8 WAGES & SALARY
48
5.9 OVERTIME WORK
48
SOCIAL RESPONCIBILITY CONCLUTION BIBLIOGRAPHY
49 52 53
CHEPTER NO. :1 COMPANY PROFILE
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1.1 HEAD OFFICE : Gujarat Cooperative Milk Marketing Federation Ltd. Amul Dairy Road, P B No.10, Anand - 388 001, Gujarat, India. Phone: +91-2692-258506, 258507, 258508, 258509 Fax: +91-2692-240208 Email:
[email protected]
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1.2 HISTORY
It began with a farmer in Kaira District as elsewhere in India.
Derived his income almost entirely from seasonal crops the income from milk as paltry 4 could not be dependent upon. The main by years were milk traders of Polson limited a privately own company as enjoyed monopoly for supply of milk from kaira to the govt’s milk scheme Bombay.
The farmer appealed to Sardar Patel a great leader at India freedom movement for help Sardar Patel advice them to marker the milk through a co-operative of
their own. Due to the milk through strike by kaira farmers for 15 days not a drop of milk was sold to the traders. The Bombay milk scheme was sold to the traders. The
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Bombay milk scheme was badly affected the milk commissioner of Bombay
visited Anand assessor the situation & farmer’s demand. Thus was born the Kaira District Co-operation Milk Producer’s Union Limited,
Anand. It was formally on December 14th, 1946. In 1958, the plant was expended to manufacture sweetened condensed milk. At the request of manufacture 40 tones milk powder 720 tones of butter a day
was completed in 1963. In 1947, the kaira union set up a plant to manufacture high protein weaning food,
chocolate & malted at major, about 8 km south of Anand. 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 viewof 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. Though India is No. 1 in milk production, it is unfortunate that we are importing milk products from other countries. Since we do not have good technology for production of skim milk powder we are forced to import them from Europe and New Zealand.
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1.3 VISION & MISSION VISION The vision of Amul- the test of India is to be a part of everyone’s life.
MISSION
Mission is expression of distribution network, creative marketing, consumer education
and product innovation. “We at GCMMF (Gujarat Co-operative milk Marketing Federation) endeavor to satisfy the taste and nutritional requirements of the customers of the world, through excellence in
marketing by our committed team. Through co-operative networking, we are committed to offering quality products that provide best value for money.
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1.4 PRODUCTS Fresh Milk : Amul Taaza Toned Milk 3% fat Amul Gold Full Cream Milk 6% fat Amul Shakti Standardised Milk 3% fat Amul Smart Double Toned Milk 1.5% fat Amul Masti Dahi (fresh curd) Amul Butter Milk Amul Lassee Amul Icecreams : Royal Treat Range (Rajbhog, Cappuchino, Chocochips, Butterscotch, Tutti Frutti) Nut-o-Mania Range (Kaju Drakshi, Kesar Pista, Roasted Almond, Kesar Carnival, Badshahi Badam Kulfi, Shista Pista Kulfi) Utsav Range (Anjir, Roasted Almond) Milk Bars (Chocobar, Mango Dolly, Raspberry Dolly, Shahi Badam Kulfi, Shahi Pista Kulfi, Mawa Malai Kulfi, Green Pista Kulfi) Tricone Cones (Butterscotch, Chocolate) Bread spreads : Amul Butter Amul Lite Low Fat Breadspread Amul Cooking Butter 11
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) Frozen and Tinned Utterly Delicious Pizza Mithaee Rang : Amul Shrikhand (Mango, Saffron, Almond Pistachio, Cardamom) Amul Amrakhand Amul Mithaee Gulabjamuns Amul Mithaee Gulabjamun Mix Amul Mithaee Kulfi Mix UHT Milk Range : Amul Taaza 3% fat Milk Amul Gold 4.5% fat Milk Amul Slim-n-Trim 0% fat milk Amul Chocolate Milk
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Amul Fresh Cream Amul Taaza Double Toned Milk 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 Milk Drink : Amul Shakti Flavoured Milk Ready to Serve Soups : Masti Tomato Soup
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1.5 FORM OF ORGANIZATION
There are many forms of business like sole trader’s firm, partner firm, cooperative firm, joint stock company etc. The form of Amul Dairy is co1.6 ORGANIZATION STRUCTURE operative sectors because the dairy established on the basis of cooperation of the cattle racers and farmers or milk producers. Professor “Pual Lamber” have been defined the co-operative societies are set up Managing Director primary with the object of organism some basic or essential service for the benefits of mambers. Any surplus entered by the co-operative Director
societies is in incidental to the motto of service. There are types of size of the industrial unit. General Manager
Large-scale industries Material Medium scale industries Handing dept. Small scale industries Manager
Grinding dept.
Packing
Officer
The Amul Dairy. can be classifies as a large scale unit. Sales Officer
Heat treatment
Assemble department
Department officer
Workers/Subordinates
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Workers/Subordinates
1.7 AWARDS & ACHIVEMENTS
Shri R S Sodhi, MD-GCMMF, receives prestigious QIMPRO GOLD STANDARD Quality Award 2013 GCMMF wins the SAP Award for Customer Excellence (SAPACE) 2013 under the category of "Best Run Award in Finance" ET-Corporate Citizen Award of the Year 2010-11 to GCMMF Amul receives Green Globe Foundation Award Dr. V.Kurien honoured with Life Time Achievement Award GCMMF receives Srishti's G-Cube Award - 2010 Amul Bags International Dairy Federation Award Amul Bags Srishti G-cube Award For Good Green Governance - 2009 Amul Pro-Biotic Ice-cream Gets No. 1 Award At World Dairy Summit
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CHEPTER NO. :2 FINANCE MANAGEMENT
2.1 INTRODUCTION OF FINANCE MANAGEMENT 16
Any organization, whether it is small or large scale, clears with financing every businessman keeps separate records of financial matters. Finance and account
department of the business depends upon the financial policy of the firm. Financial management is mainly concerned with finding out rational basis through answering following three questions. What total value of funds should be invested in the business? What specific assets should the business require? How should the required funds be raised? production and distribution stage to customer stage to customers trade credit creates receivables involves credit policy, monitoring accounting receivables. A firm may follow a latent or a straight credit policy. Before following establishing any credit policy finance manager has to evaluate the effect of policy in terms of cost and benefits.
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18
19
20
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According to the chart the turnover of Amul dairy Rs.2746crore in year 2002-03 & There was Rs.13735crore turnover in year 2012-13. Amul increase their turnover between 10 years (2002-03 to 2012-13) Rs.10989crore.
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RATIO ANALYSIS
Ratio analysis is one of the techniques of financial analysis where ratios are used as a yardstick for evaluating the financial condition and performance of a firm. Ratios may be classified according to functions or tests as solvency, liquidity, or profitability ratios and according to nature as leverage ratios and activity ratios.
2011-2012 Net profit ratio : Net profit / Sales *100 = 1070.29/246610.43*100 =0.43% Gross profit ratio : gross profit / Sales *100=42633.33/246610.43*100 =17.29% Stock turn over ratio: cost of goods sold /average stock =
/16184.73
=
2012-2013 Net profit ratio : Net profit / Sales *100=722.12/284999.60*100 =0.25% Gross profit ratio : gross profit / Sales *100=48882.78/284999.60*100 =17.15% Stock turn over ratio: cost of goods sold /average stock = =
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/16184.73
CHEPTER NO. : 3 PRODUCTION DEPARTMENT
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3.1 INTRODUCTION In any industry, the production department is a sour of unit. It affects all the departments of a unit. It affects all the departments of the unit of company main goal are to earn more profit so that the handling of production must be efficiently. Production means collect the raw material and done the process on it’s so that the product can be use by human resources. Explosion of the production technology and changes in the field is going to bring out revolution in the industry sector which eventually gives stand to study and favor the come baking subject i.e. production and operation management. Production and operation management is planning organization stating diverging and controlling of all the production system that portion of organization that convert inputs in to produces and services. In the general production system take raw materials products and services. The cure of production system is its conversion sub system where in workers materials are used to convert inputs in to products and services. This production department is at the heart engaged and it is able to produce law cost products and superior quality in timely manners.
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3.2 THE PRODUCT RANGE Breadspreads
Amul Butter, Amul Lite, Delicious Table Margarine Amul Pasteurized Processed Cheddar Cheese, Amul Processed Cheese Spread, Amul Pizza (Mozarella) Cheese,Amul Emmental
Cheese Range
Cheese, Amul Gouda Cheese, Amul Malai Paneer (cottage cheese), Utterly Delicious Pizza Amul Gold Full Cream Milk 6% fat, Amul Shakti Standardised Milk
Fresh Milk
4.5% Fat, Amul Taaza Toned Milk 3% fat,Amul Slim & Trim, Amul Cow Milk
UHT Milk Range
Amul Gold 4.5% fat Milk, Amul Shakti 3% fat Milk, Amul Taaza 1.5% fat Milk, Amul Lite Slim-n-Trim Milk, Amul Fresh Cream Amul Full Cream Milk Powder, Amulya Dairy Whitener, Sagar
Milk Powders
Skimmed Milk Powder, Amulspray Infant Milk Food, Sagar Tea and Coffee Whitener Amul Kool Flavoured Milk, Amul Kool Cafe, Amul Kool
Milk Drink
Koko,Amul
Kool
Millk
Shaake,
Amul
Kool
Chocolate
Milk,Nutramul Energy Drink Health Drink
Stamina Instant Energy Drink
Brown Beverage
Nutramul Malted Milk Food Amul Masti Dahi (fresh curd), Amul Masti Spiced Butter Milk,Amul
Curd Products
Lassee, Amul Flaavyo Yoghurt
Pure Ghee
Amul Pure Ghee, Sagar Pure Ghee
Sweetened Condensed Milk Mithaee
Amul Mithaimate
Range Amul Shrikhand, Amul Mithaee Gulabjamuns, Amul Basundi,Avsar
(Ethnic Sweets)
Ladoos
Ice-cream
Sundae Range, probiotic,,sugarfree and probiotic
3.3 PRODUCTION PROCESS The dairy industry is moving forward by leaps and bounds. Aided and supported by extensive R&D, emergence of new state of the art Dairy plants, training programs 26
conducted by NDDB and quality control measures that make sure the end consumer gets optimum value for money.
The National Dairy Development Board - the accolades for the progress of the dairy industry rest squarely on it's collective shoulders.
The screw compressor room of the refrigeration plant at the 30 TPD Power plant, Meerut, the first of it's kind in the country.
An embryo transfer laboratory at Sabarmati Ashram Gaushala working to implement the latest technology so that small farmers have access tot he best breeds in the business.
MILK PROCUREMENT Amul Dairy procures milk and conserved commodities exclusively from the state cooperative dairy. Federations of Anaad and villeges around kaira district.
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The federations in procure milk through the district cooperative unions and the village cooperative societies. PROCESSING OF MILK : The initial capacity of 10 lakh liter per day was enhanced from time to time to meet demand and present capacity of the plant is 8 lakh liter per day. The present sale of milk through bulk vending system is around 12-lakh liter per day. BVM is fortified with vitamin A and is processed and handled using the state of the art facilities after pasteurization it is stored in silos and further chilled to about 30 C by deep chillers and then dispatched to retail outlets in insulated road wheel tankers.
Processing of milk is controlled by process cumation, which is based on distributed control system (DCS). State of the art microprocessor based technology is adopted to integrate and completely automate all functions of the milk processing areas based on intelligent automations system. Plant automation ensures high product quality or reliability . On production as the programmers carries various inter looking and checks for the optimum temperature, pressure and flow of the plant. Mother dairy has switched over to new refrigeration plant with screw compressors which are more effective, energetic, efficient and technologically advanced. In the plant environment, friendly, ammonia is used as refrigerant in place of foreign. BUTTER : It’s delicious. It’s creamy. And it’s so easy to spread. Available in 100 and 500 gram packs, Mother Dairy Butter is produced under totally hygienic conditions using Mother Dairy’s wholesome milk. No wonder Makkhan Singh loves it! In case you’re wondering who Makkhan Singh is… well, he’s this really cool guy who loves Mother Dairy Butter — it’s his favourite. Along with his gang of friends, Makkhan Singh is always up to a bunch of crazy stunts to get his hands on Mother Dairy Butter. CHEESE : Mother Dairy presents yummy Cheese made from freshly collected cow's milk.
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Mother Dairy Cheese with its great taste and creamy, soft texture lends itself well to be used in a variety of foods. It's made with calcium rich milk and each slice of Mother Dairy Cheese offers approximately 20% of a growing child's everyday Calcium requirement It's made with calcium rich milk and each slice of Mother Dairy Cheese offers approximately 20% of -growing child's everyday Calcium requirement Bring your food alive with taste and health with Mother Dairy Cheese Currently, available in three formats:Individually Wrapped Slices (IWS): 200gms (10 slices) Cubes: 200gms (10 cubes) Spreads: 200gms
3.4 PRICE DISTRIBUTION CHANEL
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CHEPTER NO. :4 MARKETING
4.1 INTRODUCTION The concepts of market are very important. Marketing is a comprehensive learn. It includes primary resources such as human resources, finance & management as well as a set of
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activities in order to direct the flow of goods & services from producer to consumer in the process of exchange & distribution. Marketing may be defined as the process of exchange between seller & buyer. It involves a number of inter related activities designed to plan promote, distribute & price a product or service in order to meet the wants & needs of both the parties in exchange. Transaction Viz :- Consumer (buyers) & producer (sellers) P.Kotler defines marketing as “The human activity directed at satisfying needs & wants through exchange process.” Marketing is the “Creating & delivery of standard of living to the society” A total system of interacting the business activities designed to plan, price promote & distribute want satisfying products & servicer to present & potential customers. According to the committee of American marketing association. Marketing consist of performance of business activity that direct the flow of good and services from producers or supplier to the consumer and users. In Amul Dairy proper emphasis has given is the concept of marketing as it helps in increasing the selling and profitability and that is why the separate department of marketing has kept to carry on and control marketing activities of milk made products are performed by Gujarat Milk Marketing Federation Ltd. On behalf of Amul Dairy this Organization has been set up with the purpose of the overcoming the intro competition between member and to give fight to outer competitors GCMMF carries on all the marketing activities on behalf of its member.
4.2 MARKETING STRUCTURE OF ORGANISATION
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CHAIRMAN
MANAGER (ADM & COM)
MARKETING MANAGER
SALES SUPERVISOR
SALESMEN
ASSISTANT
CLERK
This ritual began 51 years age, is today observed twice a day in 10,000 villages. Their only factor that decides who a stand first is who come first.
4.3 MARKET SEGMENTATION
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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. AMUL segments its market on the following basis: 1. GEOGRAPHICAL BASIS: This segmentation is done on the basis of the lifestyle of people in different regions and their tastes and consumption patterns which are distinct according to their geographical situation.” AMUL has segmented India geographically into 5 zones.” 2. DEMOGRAPHICAL BASIS: They have segmented its market on the basis of the socio-economic status of the customers. i.e. on the basis of their purchasing power and income level as follows: o GROUP’A’: Consumers falling in this group are from higher social and economic class. o GROUP’B’: Consumers falling in this group are from middle socio-economic class. o GROUP’C’: Consumers falling in this group are from the lower middle class. The main segmentation of AMUL is that anyone buy the products of Amul anywhere even lives in city or village.
4.4 MARKET TARGETING After segmenting the market, company evaluate the various segments and decides how many and which ones to target. Generally the market is targeted in three ways:1) UNDIFFERENTIATED MARKETING 2) DIFFERENTIATED MARKETING 3) CONCENTRATED MARKETING
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AMUL uses undifferentiated marketing strategy for targeting its customers as far as its milk and milk product line is concerned. While the company implements differentiated marketing strategy for targeting its customers for the other product lines that are ice creams and chocolates, wet products and dry products. AMUL targets its customers according to the segments like geographic and demographic. AMUL mainly targeting children for the ice cream , chocolates , flavoured milk ,sweets etc. BRANDING: A brand is a name, term, sign, symbol or design or a combination of these used to identify a product or company.. Decisions about branding are taken at the Head Office at Anand. 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 languages of India. AMUL manufactures and markets its products under two brand names AMUL and SAGAR Information Technology (IT) has played a significant role in developing the Amul brand. The installation of 3000 Automatic Milk Collection System Units (AMCUS) at Village Societies to capture member information, milk fat content, the volume collected and amount payable to each member has proved invaluable in ensuring fairness and transparency throughout the whole Amul organization.
BRAND EQUITY: Brand equity refers to the value of a brand, based on the extent to which it has brand loyalty, brand name awareness, perceived quality, strong brand associations, and the other assets such as patents, trademarks and channel relationship. 1. BRAND AWARENESS:. AMUL enjoys very high brand awareness among its customers. According to the survey done by the company, brand awareness is as high as almost 90%. 2. BRAND LOYALTY:
AMUL is blessed with high brand loyalty among its
customers. As it is one of the biggest market players it has proportionately larger group of loyal customer, who are in turn a medium of marketing/ advertising. 3. BRAND ASSOCIATIONS: Customers associate AMUL’s brand with high quality standards and reasonable price. 4. BRAND IMAGE: AMUL has created brand image by offering excellent quality products at reasonable price.
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4.5 COMPETITORS Amul dairy has many competitors in their different products.
COMPETITORS OF AMUL
PRODUCT OF AMUL DAIRY
DAIRY
Powder
Nestle
Chocolate
Nestle, Nutrient, Cadburys
Ice cream
Vadilal, Go cool, Havemore
Cheese
Britannia Local market
Ghee
Amul dairy markets most if its products with the help of its marketing intermediaries but some of the products are marketed directly. Supplier
Marketing intermediaries
Enduser
Amul dairy uses the help of media in marketing its products. It gives advertisement in the newspapers & in the television which to increase demand of its products.
4.6 PRICING POLICIES
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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. While deciding the price of its products AMUL takes into consideration all the below mentioned factors, this is true for all the products. Cost of raw materials Cost of labour Profit margin of distributors Various administrative and manufacturing overheads Demand and supply position in market
Fair return to the farmers AMUL
always
refers law cost price of its product from the
costumers.
4.7 MARKETING & DISTRIBUTION CHANNEL: A distribution channel is a set of interdependent organizations involved in the process of making a product or service available for the use of consumption by the consumer or business user. Decisions taken by AMUL are as under: 1. ANALYSING CONSUMER’S NEEDS 2. SELECTING CHANNEL OBJECTIVES 3. TYPES OF INTERMEDIARIES 4. NUMBER OF INTERMEDIARIES 37
5. EVALUATING ALTERNATIVES
38
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(i) ZERO-LEVEL CHANNEL: Manufacturer
Consumer
(ii) ONE-LEVEL CHANNEL: Manufacturer
Retailer
Consumer
(iii) TWO-LEVEL CHANNEL: Manufacturer
Wholesaler
Retailer
Consumer
(iv) THREE - LEVEL CHANNEL: Manufacturer
Wholesaler
Agents
Retailer
Consumer
AMUL has three-level distribution channel, i.e. it employs carry forward agents, wholesaler and retailers to carry its products to the final consumers. Till today, the major development on the distribution front is the development and alignment of four distribution highways - those of Fresh Products, Chilled Products, Frozen Products and Ambient Products. This is a significant achievement because it allows AMUL to develop synergies among all their product lines and to leverage these highways to introduce and distribute new products as per market demand. No other organization in India has been able to develop this kind of channel synergy so far. Another major initiative undertaken is the Time-based Military Technique (TMT) of distribution. This has been deployed to effect a nationally synchronized mass distribution of their products with the objective of achieving total channel penetration on a single day. After Distributor Salesmen in the previous year and Distributors in the year before last, it was the turn of the top Retailers across the country to participate in the Amul Yatra Programme which is a unique experiment conducted by Amul to bring their channel partners face to face with their cooperative institutions, activities, culture and achievements through a guided tour in and around Anand. A total of 114 Distributor Salesmen and 482 top retailers from across the country participated in the Amul Yatra this year. With the opening of several new milk markets and 3 separate Milk Sales Offices at Mumbai, New Delhi and Boisar, the number of Milk Area Delivery Agents has increased. Amul Dairy 40
GCMMF
Area Depot
Distributors
Retailers
Consumers
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CHEPTER NO.: 5 HUMAN RESOURCE
5.1 INTRODUCTION
42
Human resource management means managing people in the orgenisation.HRM involves planning , organising ,directing and controlling the operative function of procurement , development , compensation and integration of human resources of an orgenisation for achievement of objective.
5.2 RECRUITMENT It forms the first stage in the process, which continuous with selection causes with the placement of the candidates recruitment is the discovering of potential applications. There are 3 method of recruitment . 1. Direct 2. Indirect 3. Third Party Method Amul has adopted direct method of recruitment In Amul 4 types of Recruitment. In this type of recruitments employees are recruited two ways under graded skill firstly well qualified & experienced persons are considered secondly fresh graduate
from well know institute like I.R.M.A, TATA etc. are considered. Recruitment Under Union Scheme: This scheme is owned schemed of Amul according to this scheme
M.L.W, M.R.M.D, D.C.A, M.B.A Candidates are recruited as management trainee candidates is 1 year
& stipend
Rs.1500 per month ,for
engineering training period is 1 year & stipend Rs. 2000 per month for 1 st year is Rs.1200 ,2nd year Rs 1500 & 3rd year Rs.1500.
5.3 SELECTION 43
Selection procedure of Amul is as under.
Vacancy in any Department
Direct application
Collection of application
Scritinisation of application
Interview
Medical Check up
Selection 5.4 TRAINING & DEVELOPMENT
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Training is or process of leaving a sequence of programmed bahaviour .It is a system to improve the skill. Training in Amul is done by three ways. 1.Divisional. 2.Manager proposal. 3.performance Appraisal Training is provided to the capable & responsible person in Amul. Manager proposed for training is to be send to different training institutions like IEM,IRMA etc.Employment are analyzed about their performances to their job. Those who are selected for training has to submit their report after completed their training. So, young talented officer are send for training their time period is 2 year.
5.5 PERFORMANCE APPRAISAL
The process of evaluating the performances & Qualificaton of the employees in term of the requirement of the job for which he employed is said to be performances appraisal system. It is highly useful in making decision regarding various personnel Aspect such as promotion & merit. Amul adopts two type of Appraisal system. 1.For Nearly joint 2.Promoters from one places to another performances
5.6 PROMOTION Promotion means increased in authority, responsibility, status, salary etc. It means to do liftman of an employee with in the organization and push in direction of top level. The primary purpose of a promotion is to increase the effectiveness services and profit objective, when employees are placed in position in which whey can be most productive, change for successful result of the organization for which they work are consolingly increased. It should be 45
the aim, therefore, of any company to change position of employee as soon as their capacities increase and opportunities warrant. In AMUL Dairy promotion policy is to take both on merit and or seniority basic they have eloped merit aim seniority base, generally after every seven years promotion is given to graduate and diploma holder and who pass I.T.I. and for non-graduated and non I.T.I. and who passed only S.S.C. then person get promotion after nine years, “Top executives tend to choose those who are carbon copies of them selves.”
5.7 TRANSFER Transfer means change in work, place or department etc. The authority, responsibilities etc. may be more of less or remain the same. For the transfer there so no fixed policy. Transfer are made as and when need arise or when demanded employees.
5.8 WAGE AND SALARY Amul Dairy normally refers to the weekly or monthly rate paid to decrial administrative and professional employees. For unskilled workers Rs. 45 per day, for skilled workers Rs. 3287 per month. Scale 155-359 for Sr. Mgr. Rs. 8532 scale 4100-8050 for assi. General manager scale 30005625.
5.9 OVER TIME WORK Those wants to work 5 to 6 hours more and above their they get double are overtime of their salary. The following is the salary grade and many other allowances, which are given to the officers and workers for Amul Dairy.
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CHEPTER NO.: 6 SOCIAL RFSPONSIBILITY
Amul and blood donation
Amul in association with the Indian Red Cross Society aim to inspire, encourage and initiate humanitarian services to minimize, alleviate and prevent human suffering at all times to contribute for “Humanity to Peace”. Towards this objective Amul initiated blood donation campaign since 1987. Blood donation camps are organized regularly in rural areas through Village
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Dairy Co-operative Societies. Similarly camps are organized in Amul Dairy Campus wherein employees and their family members join in donating blood. In addition, Amul organizes donation of blood on emergency. Amul has made a trend in donating blood to the society. TREE PLANTATION INITIATIVE BY DAIRY FARMERS In 1946, the unfair trade practises of the middle men brought the farmers of Kaira to unite and fight against this system which brought Amul into existence. Their relentless effort in improving their socio-economic conditions ultimately brought their working as a model for dairy development programme in our country – popularly known as Anand Pattern. Replication of Anand Pattern through Operation Flood programme helped India to achieve first position in production of milk in the world. DAIRY DEMONSTRATION FARM As part of Amul’s continuous effort to improve the socio-economic conditions and livelihood of dairy farmers, Amul has come out with various schemes to increase cattle holding per farmer thereby their income A Dairy Demonstration Farm (DDF) has been set up at Mogar to demonstrate scientific methods of dairy farming. The project envisages encouraging the farmers to use high yielding animals and modern aids to increase milk production.
Amul Scholarships : To encourage outstanding children of farmers in pursuing higher studies Amul introduced scholarship schemes in 1992. The children are given scholarships for pursing Diploma, Graduation, Post-Graduation and Doctorate. Every year the outstanding children are identified from the villages and scholarships are provided to fulfill their dream of achieving academic excellence. This effort has motivated greatly children to excel in their studies and spread education in rural areas. 48
Amul Scholar Felicitation Programme : Annually Amul felicitate outstanding children of employees who have secured highest marks in 10th, 12th standards and Gold Medalist in graduation. Amul Scholars’ Felicitation Programme was initiated in 2004 and has facilitated many outstanding students of Amul family.
7. CONCLUSION
AMUL dairy is determined to provide better services to farmer members and pay good prizes for milk to its members and pay good prize for milk to its members and continue supply good quality milk, ghee, etc to the consumers at a reasonable prize.The AMUL Dairy provid us many variety in the different products like milk , butter ,cheese , paneer , sweet , ice-cream , lassi , basundi , buttermilk , chocolates , cold-drinks.They always trys to provide best and hygienic product to their customers. The price of their products are reasonable so any people can buy it. They maintain their processing plant very well .They have morden machinery and technology. The union is making reasonable profit to enable dairy to distribute profit to farmers through society. The coordination and confidence in the management shows the bright future go the union. AMUL Dairy also present new and tastefull items. They gives employment to many people. Because of their company many people get employment like farmers ,workers ,etc. They provide good services and products to the people .In short AMUL dairy has been able to strike a proper and effective balance between the ever49
increasing expenses and comparative revenues without compromising on the quality of the product. When I went at AMUL Dairy and visited ,it was wonderfull expience. I got much kwoladge about dairy product .During make this report I knew that AMUL Dairy is best organization.
Thank you
8. BIBLOGRAPHY
Times of india – newspaper Websites : www.amul.com
1 http://www.scribd.com/doc/17116164/Amul -Dairy 2 http://www.scribd.com/doc/79817188/A-Report-on-an-Industrial-Visit-To 3 http://www.scribd.com/doc/51543130/REPORT-ON-INDUSTRIAL-VISITTO-AMUL DAIRY
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4 http://www.scribd.com/doc/62002002/Amul -Dairy-Project 5 http://ebookbrowse.com/mo/Amul -dairy .
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