AMULTHE TASTE OF INDIA

Prepared by:- Jainik ShahEn. No:- 138040592015

R.H.Patel Institute of Management

AProject Report on Trade Satisfaction

Survey Of DistributorsOf

Mother Dairy of

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 organization, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by some 2.6 million milk producers in Gujarat, India.

AMUL is based in Anand, Gujarat and has been a sterling example of a co-operative organization's success in the long term.

It is one of the best examples of co-operative achievement in the developing economy.

Amul has spurred the White Revolution of India, which has made India the largest producer of milk and milk products in the world.

It is also the world's biggest vegetarian cheese brand. Amul is the largest food brand in India and world's Largest Pouched Milk

Brand with an annual turnover of US $1050 million (2006-07). Currently Amul has 2.6 million producer members with milk collection

average of 10.16 million liters per day.

INTRODUCTION

Amul was formally registered on December 14, 1946. The brand name Amul, sourced from the Sanskrit word Amulya, means priceless. It was suggested by a quality control expert in Anand and it was chosen because it was a perfect acronym for Anand Milk Union Limited.

The Amul revolution was started as awareness among the farmers. It grew and matured into a protest movement that was channeled towards economic prosperity.

The Kaira District Co-operative Milk Producers' Union Limited (KDCMPUL) began pasteurizing milk for the Bombay Milk Scheme in June 1948.

By the end of 1948, more than 400 farmers joined in more Village Society, and the quantity of milk handled by one Union increased from 250 to 5,000 liters a day.

Meanwhile, Dr. Verghese Kurien, fed up being at the government creamery in Anand, Gujarat, which held no challenge, volunteered to help Shri Tribhovandas Patel, the Chairman of KDCMPUL, in setting up a processing plant. This marked the birth of AMUL in 1946.

The success of Amul was instrumental in launching the White Revolution that resulted in increased milk production in India. It is officially termed as Operation Flood by Amul. The breakthrough technology of spray-drying and processing buffalo milk, developed by Mr. H.M. Dalaya, was one of the key factors that contributed to the Revolution.

HISTORY

Type - Cooperative Founded – 1946 Headquarters - Anand, India Key people - Chairman, Gujarat Co-operative Milk Marketing

Federation Ltd. (GCMMF) Industry- Dairy Revenue - $1.33 billion USD (in 2007-08) Employees - 2.41 million milk producers

AMUL

Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products marketing organisation.

Members:13 district cooperative milk producers' Union No. of Producer Members:2.79 million No. of Village Societies:13,328 Total Milk handling capacity:11.22 million litres per day Milk collection (Total - 2008-09):3.05 billion litres Milk collection (Daily Average 2008-09):8.4 million litres Milk Drying Capacity:626 Mts. per day Cattlefeed manufacturing Capacity:3500 Mts per day Sales turnover: 1504 million US million dollar

Gujarat Cooperative Milk Marketing Federation

GCMMF bags APEDA AWARD for 11th year in a row Amul Pro-Biotic Ice-cream Gets No. 1 Award At World Dairy

Summit Ramkrishna Bajaj National Quality Award-2003 Amul - The Taste Of India (Gcmmf)Receives International Cio 100

Award For Resourcefulness Rajiv Gandhi National Quality Award - 1999

AWARDS

RESEARCH METHODOLGYObjectives of the research:-

•Primary Objective:-- To know satisfaction level of the distributors towards the Amul milk products.•Secondary Objective:-- To know which system they have used for the ordering and satisfaction level at that system.

Place of study:-- The study was conducted in the distributor outlet in Ahmadabad area.

Data collection method:-Primary source:--The primary data was collected through questionnaire. Data collection instrument:-Structured QuestionnaireSample size:-100 respondentsSample techniques:-Non-probability sampling

Analysis of techniques:-Quantitative analysis is performed using data collect at each outlet to estimate the percentage of Amul milk.

Data analysis tools:-•Percentage Analysis•Graph Chart

LIMATION OF THE RESARCH:-•Lack of proper experience on the part of researcher in conducting such studies in the past.

•Time frame required was not enough to survey more number of outlet.

1) Since how long you have been working with this organization?

26%

32%

40%

2%

Distributors

0-22-55-10more than 10

Interpretation 40% distributors who are work with organization have experience of 5 yrs to 10 yrs. They would like the organization services, polices, terms and condition. In addition, they would like to continue long time with the organization.

2) For giving order, which system do you use?

Portal System Mobile0

10

20

30

40

50

60

70

80

90

100

order system

Interpretation 88% distributors are using the mobile phone for the ordering registration. This system is very easy for the ordering purpose. They can easily sent the order with the help of this system. And, they are satisfied with the system. In this system, the distributors book their order via portal (P.C) and Mobile. With the help of these systems, they can easily book their order and save time.

3) Are you satisfied with the ordering department?

Yes No0

10

20

30

40

50

60

70

80 73

27

Ordering department

InterpretationThe ordering system is very important for the distributors. They need to work daily with the ordering department and than if there are not work proper than the distributor as well as firm face a big problem.The distributors are sending the order via the portal or mobile. There are 73% of the distributors who are satisfied with the service of it. However, out of all distributors 27% of the distributors are face the problem on the registration of the order.

4) Are you agree with the supply system?

Yes No0

10

20

30

40

50

60

70

80

Supply System

InterpretationSupply system related with the ordering department. If the distributors are, satisfy with ordering department than they have no more problems with the supply system. There were 78% of distributors who are agreeing with the supply system. Moreover, they all are satisfied with it. However, out of them 22% of the distributors are not satisfied, because of late response from the ordering department.

5) Are you satisfied with bank service?

74%

26%

Bank service

YesNo

InterpretationFor the collection of the cash, the distributors have developed good relation and communication with the bank. For the payment they have daily connection with the bank. The 74% of the distributors are satisfied with the bank service. Moreover, they have good relation with the bank staff. Now all the distributors are connected with different branches of the bank. There are some branches had not gave good response and service to the distributors. There are 26% of the distributors are not satisfied with the bank service. They face some problem from the bank.

6) For payment, which system is used?

Online RTGS NEFT Direct a/c to a/c0

10

20

30

40

50

60

70

80

90

100

Systems for payment

InterpretationAs we see the distributors who make payment in bank. But there are different types for the payment. Out of all the distributors, the 99% of distributors make direct payment from direct a/c to a/c. In this system, the cash is transfer from distributor’s a/c to company a/c.

7) Are you satisfied with zero debit opening system?

Yes

No

4357

Zero debit opening systemZero debit opening system

InterpretationThis system is started for the security of the firm. In this system if the distributors have debit over the limit than the firm stop taking order from the distributors.Out of them there are 57% distributors is satisfied with this system. In addition, they have agreed with this system. However, the 43% of the distributors are not satisfied with this system.

8) Are you satisfied with monthly crate debit note system?

Yes

No

0 10 20 30 40 50 60 70 80

Crate debit note system

InterpretationThe crate debit note system given monthly to the distributors. There were 72% distributors are agree with the crate debit note system. They have no problem with it. Their 28% of distributors are not satisfied with the crate debit note system; because the crate debit note is not taken in fix date.

9) How would you rate company packing?

Highly Satisfied Satisfied Neutral Dissatisfy Highly dissatisfy0

10

20

30

40

50

60

Packing

InterpretationOut of all the distributors, 59% are neutral rate to the company packing. The satisfaction level is more compare to the dissatisfaction level.

10) Are you satisfied with services offers by dispatch?

Yes77%

No23%

Services offers by dispatch

InterpretationThe dispatch department load’s the milk and milk related products. The 77% of the distributors are satisfied with the service of the dispatch department, they have good response from the dispatch department. However, 23% distributors are not satisfied with the service of the dispatch department.

11) Are you satisfied with attitude/ behavior/ response of ZIC?

Yes No0

20

40

60

80

100

120

Attitue/ Behaviour/ Response of ZIC

Interpretation 98% of the distributors are satisfied with the ZIC (zonal in charge). They all have good relation with the ZIC and they all are ready to operate them.

12) Are you satisfied with attitude/ behavior/ response of AIC?

Yes No0

20

40

60

80

100

120

Attitude/ Behaviour/ Response of AIC

InterpretationThere are 98% of the distributors who are satisfied with the service from the AIC (Area in charge). All the distributors have good relation with the AIC and they all are ready to operate them.

13) Which disputes do you face at dispatch department?

Labour problem Truck time loading Leakage problem0

10

20

30

40

50

60

70

80

Disputes face from the dispatch de-partment

InterpretationAs we see, the dispatch department is mainly working department for the firm as well as distributors. At that place some distributors had face some problem. There are 74% distributors who face leakage problem. The distributors also face the labor problem, and truck time loading problem.

14) Have you registered on amulwd portal for sms alert?

91%

9%

Use of portal for sms alert

YesNo

InterpretationPortal system is use by mobile and pc. This system is use for online ordering. After confirming the order they sent sms alert on their sell phone. There are 91% distributors who use portal for sms alert. With the help of this, they have easy access for the ordering. This system is very easy for the ordering and also save time with help of it.

15) Dairy is willing to start cash collection service from your deep step, estimated charge is approved Rs 4000 to 6000 per month. Insurance of cash from your point to bank is also coved. Would you like to go for it?

12%

88%

About new starting new service

YesNo

InterpretationAmul is willing to start new service for the cash collection, and they charged on it. However, there are 88% distributors who are dissatisfied this service. In their view the charge is quite high. If the firm is charging, Rs 1500 – 2000 than they all are satisfied with it.

16) How would you rate the organization service?

Very good Good Neutral Bad Very bad

32

48

18

2 0

Rate on organization serviceRate on organization service

InterpretationOut of all distributors, 48% of distributors gave good rate and they are satisfied with organization service. There are 32% of the distributors who also rated firm very good. All distributors are satisfied with organization service.

Findings:-

First I would like to present my survey findings. The main findings of my survey are as follows:

•The 40% of the distributors are the working with the organization more than 5 years.•There are 88% distributors who is used mobile portal system for the ordering, and they have easily sent the order.•The supply system which is main part for the distributor and there are 78% of the distributors who is satisfied with supply system.•Companies monthly crate debit note system, in this system there are 72% distributors who are highly satisfied with the system.•Most important thing for the distributors is the company packing, but there are 59% distributors who are rating it neutral.•The main part for the distributors is the dispatch department; they have daily work with the dispatch department. There are 78% distributors are satisfied it. •Some analyzing of the distributors there are other company take place on the buttermilk, reason is poor quality of product.•Some bank branches is not good respond to the distributors, they have misbehaved with the distributors. And the some banks are not taking a proper respond and also not take good service.•Some distributors are hand over the other distributors’ customers, and they took them milk product on less price.•The AIC officers who are main part for the distribution, but some distributors are misbehaving with them distributors.•There are pin punchers in the milk pouches.

•Some distributor’s mobile phone not supported the application and they have problem for placing order.•If some time by mistake there are over stock in the crate than check the person past record after charged them.

•In 200 gms SnT in one crate distributors says it should be 50 pouches instead of 60 pouches to reduce leakages.

•The all distributors are dissatisfied with the dumping, because some time the distributors are overloaded the stock.

SUGGESTIONS:-•Distributors are the main part for the firm; the play very important role for the firm. For achieving the goals, they have help to the firm, than the firm had stopped the dumping on the distributors. Because they have not all time full filled the over stock of the milk and milk products.•Company had started new system for the cash collecting which is described following:-- Retailers do the cash payment, after payment the cash is transfer in distributor account and it is transfer to firm account.-In this payment system the distributors are not collect the money but they have only scratch the card and it is transferred in them a/c. with the help of this system the distributors having low risk.

Retailers (direct payment in bank)

Retailers (direct payment in bank)

Amul Dairy (transferred in company’s a/c)

Some distributors are the handover the other distributor’s customers for that the company takes a step on it, because some AIC officer also not done anything in this case. And some distributers are took order from order who have not payment the old distributors than the other distributors face more problem in cash collection from other.

•In the case of Theft Company, Theft Company should take the 500 charges it is not well, in this situation company should be check the past record of the distributors and after they take step on it.

•In some area the butter milk quality is very worst than the distributors were moved other companies and they sold it.

•Some time the milk, buttermilk pouches are leakage from the firm than the distributors are overload of the stock and some time they have loss on it.

•The firm is like to start new service for door-to-door collection the distributors are not satisfied if the firm start if than they will start without any charge.

•The distributors are not much satisfied with the company packing; they have much problem face in the packing. Sometime the packing is pin puncher in the packing.

CONCLUSION:-

From the survey conducted, it is observe that Amul milk has a good market share.

From the study following conclusions can be drawn. In order dreams comes into reality and for turning liabilities into assets one must have to meet needs of the customers.

Finally I conclude that majority of the distributors are satisfied with the Amul milk and milk products because of good service, reputation, and the easy availability. Some distributors are not satisfied with the Amul milk because of server or lengthy process for book the product, bank service, dispatch department staff behavior, leakage problem, and bank service.

Amul has also take care of its competitors into consideration and more importantly its distributors before making move.

Bibliographyhttps...//www.worklifebalance.comhttps...//www.dol.govt.nz/er/bestpractice/worklife/benefits/index.asphttps…//www.wikihow.com/maintain-a-worklife-balancehttps…//www.justice.qld.gov.au/fair-and-safe-work/industrial-relations/work-family-andlifestyle/better-work-life-banace-surveyhttps…//www.worklifebalance.com/worklifebalancedefined.htmlhttps…//www.formus.mbapursuit.com/topic/work-life-balance

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