TABLE OF CONTENTS
CONTENTS
Executive Summary
Industry Profile
Company Profile
Research Methodology
Data Analysis
Findings
Recommendation
Bibliography
Appendix
Preface
This project was undertaken with the objective of penetration of kool milk product in the outlet levels. It also looked into the different factor of stocking decision to the product in the retail outlets . The study was conducted at Bangalore. The retailer‟s preference was studied through using questionnaire.
A sample size of 60 respondents was taken for the study, whose responses were studied and interpreted .The sampling design was used convenience sampling. The process of analysis was done through excel work sheets, frequency table, percentage analysis etc.
It was found that due to low consumption of milk, there is no more awareness of milk product here It was the major cause to the low sell of kool milk product. Like that penetrationlevel in the outlet of milk product was low.
To the consider of stocking decision of product in retail outlet, Trust of the company was the first preference of the retailers then credit on the product.
Finally the whole study of the research work , the company needs the effective advertisement of the product in the local channel and print media for awareness of kool product.
I would like to express our sincere gratitude towards my project guide Mr. Arjun Singh Bisht HR Manager Resonance Eduventure Pvt Ltd 11th Floor, Jeevan Prakash 25, Kasturba Gandhi Marg New Delhi - 110001, India for his invaluable guidance, immense patience and constant encouragement during the course of my project. He has more than 08 years of experience in different companies in India in Management Cadre. He is also a visiting faculty in Management Institutes and also helping in the development of the student.
I would also like to express my gratitude to Ms. Bhavana Kochar, Sr. Relationship Manager, HDFC Bank Ltd, New Delhi who has guided me throughout the project. She has around 04 years of experience in investment sector with deferent companies. I thank them both for their keen interest and kind cooperation during the course of my project.
I feel privileged to acknowledge my sincere gratitude to my colleagues who contributed to a great extent in laying the foundation for the project and provided invaluable guidance during the course of the project.
Last but not the least, my special thanks to all respondents who have co-operated in sharing their valuable views and have given their time and co-operate me in my project.
The goal was fixed, moves were calculated and I moved with full of enthusiasm, vigor and keen interest. There was a time when it proved to be on up hill task, the goal seeming beyond my reach. But as work progressed my determination and will power grew stronger and completion of this work further confined my belief that, “WHERE THERE IS A WILL THERE IS A WAY
With All Regards,!
Santhosh Kumar Ananthula
NO OBJECTION CERTIFICATE
This is to certify that Ms. Santhosh Kumar Ananthula is an employee of this organization for the past ** years.
We have no objection for him/her to carry out a project work titled “"Study on the Penetration of Amul kool milk‟ beverages product in the retail outlets at Bangalore as well as the factors that Influence the Stocking Decision of these products"in our organization and for submitting the same to the Director, SCDL as a party of fulfillment of the of SCDL’s Two Year Programme i.e. Post Graduate Diploma in Business Administration (PGDBA) to Symbiosis, Centre for Distance Learning, Pune, India.
We wish him/her all the success.
Place: New Delhi (Signature of the competent authority
Date: **** of the Organization)
DECLARATION
This is to declare that I have carried out this project report "Study on the Penetration of „Amul kool milk‟ beverages product in the retail outlets at Bangalore as well as the factors that Influence the Stocking Decision of these products" myself and submitted in part fulfillment of the of SCDL’s Two Year Programme i.e. Post Graduate Diploma in Business Administration (PGDBA) to Symbiosis, Centre for Distance Learning, Pune, India.
The work is original, has not been copied from anywhere else and has not been submitted to any other University /Institute for an award of any degree/diploma.
Place: New Delhi Santhosh Kumar Ananthula)
Date: RegNo:
CERTIFICATE OF SUPERVISOR (GUIDE)
Certified that the work incorporated in this project report entitled as "Study on the Penetration of „Amul kool milk‟ beverages product in the retail outlets at Bangalore as well as the factors that Influence the Stocking Decision of these products"submitted by Ms. Santhosh Kumar Ananthula in his original work and completed under my supervision. Material obtained from other sources has been acknowledged in the Project Report.
Date : Certified
Place : New Delhi (Guide’s Name, Qualification & Address)
MrArjun Sing Bisht
MBA (Finance)PGPM (IB)
54E Pocket-1 Mayur Vihar
Phase -1 Delhi 110091
INDUSTRY PROFILE
FOOD INDUSTRY
The food industry is the complex, global collective of diverse businesses that together supply much of the food energy consumed by the world population. Only subsistence farmers, 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 for food production and sale, including food quality and food safety, and industry lobbying activities
Education: academic, vocational consultancy
Financial services: insurance, credit
Manufacturing: agrichemicals, seed, farm machinery and supplies, agricultural construction, 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, public opinion, 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
Research and development: food technology
ADVANTAGE OF INDIA UNDER FOOD INDUSTRY:
· India is one of the largest food producers in the world
· India has diverse agro-climatic conditions and has a large and diverse raw material base suitable for food processing companies
· Investment requirement of around US$ 15 billion exists in the food processing
Sector India is looking for investment in infrastructure, packaging and marketing
· India has huge scientific and research talent pool
· A largely untapped domestic market of 1000 million consumers
· 300 million upper and middle class consume processed food
· 200 million more consumers expected to shift to processed food by 2010
· Well 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 new
· opportunities in food and beverages sector
· 50 per cent of household expenditure by Indians is on food items
· Strategic geographic location (proximity of India to markets in Europe and Far
East, South East and West Asia) Under the food industry, Dairy product is very important part of food processing. Dairy processing is acting good role in India.
Dairy Processing
India ranks first in the world in terms of milk production. Indian production stands at 91 million tones growing at a CAGR of 4 per cent. This is primarily due to the initiatives taken by the Operation flood programmes in organizing milk producers into cooperatives; building infrastructure for milk procurement, processing and marketing and providing financial, technical and management inputs by the Ministry of Agriculture and Ministry of Food Processing Industries to turn the dairy sector into viable self- sustaining organized sector. About 35% of milk produced in India is processed. The organized sector (large scale dairy plants) processes about 13 million tones annually, while the unorganized sector processes about 22 million tones per annum. In the organized sector, there are 676 dairy plants in the Cooperative, Private and Government sectors registered with the Government of 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 million rural households (primarily, small and marginal farmers and landless labourers ) in the country are engaged in milk production. Over 11 million farmer are organized into about 0.1 million village Dairy Cooperative Societies (DCS)(about 110 farmers per DCS). The cumulative 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 producers through out India with consumers in more than 700 towns and cities bridging the gaps on account of seasonal and regional variations in the availability of milk.
The Ministry of food Processing Industries is promoting organized Dairy processing sector to accomplish upcoming demands of processed dairy products and helping to identify various areas of research for future product development and quality improvement to revamp the Indian dairy export by way of providing financial assistance to the dairy processing units. 32 Units have been sanctioned financial assistance (Rs.3591 lakhs) under the plan scheme of the Ministry during the year 2010-11.
Major Indian and Overseas Players in the Food industry
· ITC Limited
· Parle Products Pvt. Ltd.
· Agro Tech Foods
· Amul
· Perfetti India Ltd.
· Cadbury India ltd.
· PepsiCo India Holdings
· Nestle India Pvt. Ltd.
· Britannia Industries Ltd.
· Hindustan Uni Lever Limited
· MTR foods limited
· Godrej industries Limited
· Dabur India Ltd.
COMPANY PROFILE
Amul (Anand Milk Union Limited), formed in 1946, is a dairy cooperative movement in India. It is a brand name managed by an apex cooperative organisation, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by some 2.6 million milk producers in Gujarat, India. It is based in Anand town of Gujarat and 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 rural development. 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 biggest vegetarian cheese brand .
The AMUL Story
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