Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
Chapters
1. Introduction
2. Objective
3. Scope of the study
4. Literature review
5. Research methodology
6. Data analysis and interpretation
7. Conclusion
8. Recommendation
9. Limitation
10.Questionnaire
11.Bibliography
1
INTRODUCTION
2
ANAND MILK UNION LIMITED
MILK
3
ANAND
In the year 1946 the first milk union was established. This union was
started with 250 liters of milk per day. In the year 1955 AMUL was
The brand name Amul means AMULYA. This word derived form
control expert in Anand had suggested the brand name AMUL. Amul
products have been in use in millions of homes since 1946. Amul Butter,
Amul Milk Powder, Amul Ghee, Amulspray, Amul Cheese, Amul Amul
Milks, Amul Shrikhand, Amul Ice cream, Nutramul, Amul Milk and Amulya
have made Amul a leading food brand in India. (The total sale is Rs. 6
billion in 2005). Today Amul is a symbol of many things like of the high-
4
In the early 40s, the main sources of earning for the farmers of
Bareilly district were farming and selling of milk. That time there was high
demand for milk in Bombay. The main supplier of the milk was Polson
dairy limited, which was a privately owned company and held monopoly
over the supply of milk at Bombay from the Bareilly district. This system
The traders used to beside the prices of milk and the farmers were forced to
was a leading activist in the freedom movement. Sardar Patel advised the
Instead of supplying milk to private traders. Sardar Patel sent the farmers to
Shri Morarji Desai in order to gain his co-operation and help. Shri Desai
5
These village societies would collect the milk themselves and would
decide the prices at which they can sell the milk. The district union was also
form to collect the milk from such village co-operative societies and to sell
them. It was also resolved that the Government should be asked to buy milk
However, the govt. did not seem to help farmers by any means. It
gave the negative response by turning down the demand for the milk. To
milk strike. For 15 whole days not a single drop of milk was sold to the
traders. As a result the Bombay milk scheme was severely affected. The milk
6
commissioner of Bombay then visited Anand to assess the situation. Having
Thus their cooperative unions were forced at the village and district
level to collect and sell milk on a cooperative basis, without the intervention
union who was supported by Shri Tribhuvandas Patel who lead the
farmers in forming the Co-operative unions at the village level. The Bareilly
district milk producers union was thus established in ANAND and was
registered formally on 14th December 1946. Since farmers sold all the milk
7
At the initial stage only 250 liters of milk was collected everyday. But
preserve milk flora longer period. Besides when the milk was to be collected
from the far places, there was a fear of spoiling of milk. To overcome this
problem the union thought out to develop the chilling unit at various
junctions, which would collect the milk and could chill it, so as to preserve it
for a longer period. Thus, today Amul has more than 150 chilling centers in
With the financial help from UNICEF, assistance from the govt. of
New Zealand under the Colombo plan, of Rs. 50 millions for factory to
manufacture milk powder and butter was planned. Dr.Rajendra Prasad, the
president of India laid the foundation on November 15, 1954. Shri Pandit
8
PEOPLE POWER: AMUL'S SECRET OF SUCCESS
access to high quality milk and milk products. Contrary to the traditional
system, when the profit of the business was cornered by the middlemen, the
system ensured that the profit goes to the participants for their socio-
9
Looking back on the path traversed by Amul, the following features make it
and limitations,
Bring at the command of the rural milk producers the best of the
machines, in the rural sector for the common good and betterment of
Even though, growing with time and on scale, it has remained with the
10
The Union looks after policy formulation, processing and marketing of milk,
insemination service, veterinary care, better feeds and the like - all through
the village societies. Basically the union and cooperation of people brought
Amul into fame i.e. AMUL (ANAND MILK UNION LIMITED), a name
Plants
11
Third plant is at Kanjari, which produces cattelfeed.
12
Fourth plant is at Khatraj, which engaged in producing cheese.
Today, twelve dairies are producing different products under the brand
name Amul. Today Amul dairy is no. 1 dairy in Asia and no. 2 in the world,
BOARD MEMBERS
13
Shri Rajendrasinh Dhirsinh
Vice-Chairman
Parmar
Managing Director
Shri B. M. Vyas
G.C.M.M.F
14
OBJECTIVE
15
OBJECTIVE
16
SCOPE OF THE
STUDY
17
SCOPE OF THE STUDY
Amul is spreading its wings and widening its business horizon to reach and
serve customers at new centers in the year ahead. The company products are
Amul and its competitors to its customers. The company has endeavored to
18
LITERATURE
REVIEW
19
INFORMATION REQUIREMENT
First, I had to know about all the competitors present in the Amul
Milk
brands).
Before going for the survey I had to know the comparative packs
and
hence I had to trace the market and segment it, which mainly deals
Solids,
20
Composition:
Milk Fat 2%
Sugar 55%
their applicability, their strengths, and their weakness will help the student to
EXPLORATORY RESEARCH
discovery of ideas.
21
Marketing researches devote a significant portion of their work on
exploratory studies when very little is known about the problem being
examined.
22
RESEARCH INSTRUMENT USED - DETAILS & WHY?
If one wants to know what type of dentifrice people use, what they think of,
natural procedure is to ask them. Thus, the questionnaire method has come
to be the more widely used of the two data collection method. Many
consumers are now familiar with the telephone caller who greets them with
mail. Each of these has its special advantages and disadvantages and
and the space provided to record the answer / responses. Questionnaire can
be used for the personal interviews, focus groups, mails and telephonic
whom it is to be obtained.
23
The common factor in all varieties of the questionnaire method is this
Dicthomus
Questions of this type offer the respondents an alternative to choose the right
answer among others. It is faster, time saving and less biased. It also
In this type respondents are free to answer in their own words and express
the ideas they think are relevant, such questions are good as first questions
or opening questions. They introduce the subject and obtain general reaction.
DICTHOMUS:
These are the questions which are Boolean in nature. These answers are
24
6. SAMPLING TECHNIQUE USED & SAMPLE SIZE - WHY?
Sample design is a definite plan of obtaining some items from the whole
population. The sample design used in this project is two state sampling i.e.
the sample is chosen one at a time from a complete list of universe elements.
individually.
universe listing exists, a type of sampling is called area sampling may be the
value in exploratory studies, where the researcher is looking for the salient
25
objective measurement system, one which is more comparable to a scale or a
yardstick. The term scaling has been applied to the efforts to measure
accurate information.
likings about any Amul Milk and also got an idea, How a Amul Milk
should be?
26
In order to collect accurate information I visited to Garden, Parks,
properly.
People were not willing to answer, when they were contacted between
1.00 pm to 5.00 pm, the time when most of the people take rest during
27
Advertising is a paid form of non-personal presentation and
28
Recruitment and selection process
RECRUITMENT
29
All organizations are basically human organizations. They need people to
therefore, address itself to the key question; what are the personnel/human
etc to meet present and future needs of production and technical and other
employees and stimulating them to apply for jobs in the organization .To
stimulate and encourage the former to apply for a job with the latter. The
30
Monitoring-to ensures long-term development and performance.
performance.
market, what sort of potential labor are available and how do look for works.
area in which the forces of demand and supply interact and thus affect
Available Skills:- Companies must locate the areas where they can
31
Economic Condition: Economic conditions also affect recruitment.
area where a few qualified workers are out of wok has quite a
in terms of higher wages, clean work, better fringe benefits and rapid
32
PROCESS OF RECRUITMENTS
SCOUTING
33
Recruitment begins by specifying the human resource recruitment, initiating
activities and action to identify the possible sources form where they can be
met, communicating the information about the jobs, terms and conditions
and prospects they offer, and enthuse the people who meet the recruitment to
between what the current performance is and the goals set, then the best
Purpose: Identify the aims and objectives of job and what the
Position: The job title, its position in the hierarchy and for whom it is
34
Main Duties: A list of key tasks may be written out; standards that
determined.
which the work is out because the work environment influences the
describes the job. The job description decides upon the exact
Job title
Responsible to
Responsible for
Purpose of job
Duties
Responsibility
Physical make-up
Attainment
Specific aptitude
Interest
Disposition
Circumstances
PLACING
HUMAN RESOURCE RECRUITTING
SELECTED
36
PLANNING REQUIRED
PERSONNEL
PERSONNEL
ON JOBS
SEARCH FOR PROSPECTIVE
f) Finding sources
FINDING AND of recruitment:
EMPLOYEES: EVALUATING
DEVELOIPING SOURCES OF
a). DEVELOPING EFFECTIVENESS
POTENTIAL The human resource requirement can be met from internal or external
TECHNIQUES OF
EMPLOYEES
b). ATTRACTING RECRUITING
sources. CANDIDATES
TRANSFERING TO
INTERNAL SOURCES PERSONNEL NEW JOBS
RESARCH
EMPLOYEE REFERALS
PROVIDING INFORMATION
ADVERTISING
CLARIFYING
DOUBTS
37
SOURCES OF RECRUITMENT
Internal Sources
from lower levels may fill up vacancies at higher levels. Shortage of manpower
in one branch \ factory may be met by transferring surplus staff from another
greater salary, status and responsibility. On the other hand transfer refer to the
shifting an employee with salary, status and responsibility. Some time ex-
1. Filling vacancies for higher job by promoting employees from with in the
People wait for promotion and the work force is more satisfied.
They are already familiar with organization and with the people working
in it.
38
Disadvantages of Internal Sources:
Internal candidates may not be given a new outlook and fresh ideas to
business.
3. The employees may become lethargic if they are sure of time bound
External Sources
sources provide wide choice of the required number of the employees having
the desired qualification. It also provides the people with new ideas and
specialized skills required to cope with new challenge and to ensure growth of
from outside. Recruitment from the outside may create frustration among the
39
existing employees that aspires for promotions. There is no guarantee that the
1. The enterprise can make the best selection since selection is made from
3. The personnels selected from outside may suffer from the danger of
40
METHODS OF RECRUITMENT
a) Direct method
b) Indirect method
c) Third-party method
a) Direct Method:
These include the campus interview and keeping a live register of job
seekers. Usually under this method, information about jobs and profile of
The short listed candidates are then subjected to the remainder of the
b) Indirect Method:
When qualified and experienced persons are not available through other
41
A well thought-out and planned advertisement for appointments reduces the
to the point, candidates can assess their abilities and suitability for the
position and only those who possess the requisite qualifications will apply.
Various agencies are used for recruitment under these methods. These
Employment Agencies:
specialization, they can interpret the needs of their clients and seek out
They also knew as Employment or Labor Exchanges, are the main agencies
for public employment. They also provide a wide range of services, like
42
counseling, assistance in getting jobs, information about the labor market,
Trade Unions:
Professional Societies:
They may provide leads and clues in providing promising candidates for
43
SELECTION
Selection is the process of carefully screening the candidates to choose the most
Selection process assumes and rightly so, that there are more number of
process.
44
BARRIERS TO EFFECTIVE SELECTION
The main objectives of selection are to hire people having competence and
discriminated against on the basis of religion, region, race or gender. But the
middle and senior management positions and open discrimination on the basis
of age in job advertisements and in the selection process would suggest that all
Reliability: A reliable method is one that will produce consistent results when
repeated in similar situations. Like a validated test, a reliable test may fail to
45
SELECTION PROCEDEURE
qualification for a specific job and to choose the applicant who is most likely to
The hiring procedures not a single acts but it is essentially a series of methods
applicant. At each stage, facts may come to light, which lead to the rejection of
the successive hurdle technique. Not all selection process includes all these
hurdles. The complexity of process usually increases with the level and
sustainable candidates for various jobs. Each step in the selection process
should help in getting more and more information about the candidate. There is
46
Steps in the selection process:
Preliminary Screening
Application Blank
Employment Tests
Selection Interview
Checking Reference
Final Approval
Preliminary Screening:
eliminate the unsuitable candidate. The job seekers are received at the reception
some chances of being selected are given the prescribed application form
Application Blank:
The candidates are required to give full information about their age,
47
application blank. The application blank provides a written record about the
information about the candidates. All applications received from the candidates
are carefully scrutinized. After the scrutiny more suitable candidates among the
applicants are short-listed for written tests and others are rejected.
Employment Tests:
Candidates are asked to appear for written or other tests. Tests have
sampling, however tests are not fully reliable and they also involve time
Aptitude Test
Interest Test
Personality Test
Dexterity Test
48
Selection Interview:
the selector asks a job related and general questions. The way in which a
are as following:
tests, and
Firstly, it is a time consuming and expensive device. Secondly, it can test only
the personality of the candidate and not his skill for the job. Thirdly, the
interviewer may not be an expert and may fill to extract all relevant information
from the candidate. Fourthly, the personal judgment or bias of the interviewer
interview room should be free from noise and interruptions. The environment
49
should be confident and quite. People generally talk freely and frankly when
there is privacy and comfort. Therefore, candidates should be put at ease. The
interviewer should pay full attention to what the candidates have to say.
50
Medical or Physical Examination:
Candidates who are found suitable after interview are called for physical
examination. A Panel of doctors to insure that they are healthy and physically fit
for the job does a medical check-up of such candidates. A proper medical
examination will also ensure that the candidates selected do not suffer from any
Checking Reference:
Generally, every candidate if required to state in the application form, the name
and address of at least two responsible persons who know him. The reference
may not give their Frank opinion unless promises made that in all information
will be kept strictly confidential. Moreover the information given by them may
Final Approval:
The candidates who are found suitable after the medical check-up and
to them. They are asked to join duty by the specified date. No selection
procedure is foolproof and the best way judge a person is by observing him
working on the job. Candidate who gives satisfactory during the probationary
51
SUCCESSIVE HURDLES IN THE SELECTION PROCESS
52
Suggested Selection Criteria for Students
53
It is imperative to not only recruit those students who do well academically but
also those who possess a winning attitude but may not have done as well
well
Teamwork
At the end of the selection process, the Campus Recruitment Team will compile
a list of selected candidates and handover the same to the Placement Officer. An
Offer Letters:
Offer Letters will be sent to the selected candidates within 7 days of the
by signing and returning the copy of the letter to HR not more than15 days after
receipt of the letter. Where required blank offer letters will be carried to the
54
A. Trainee Scheme (A)
Once selected, all trainees will be provided with an HR brochure that lists the
Travel: Management Trainees will be provided with AC class Train Fare from
home to the company. Conveyance expenses such as travel (taxi) from the
bachelors/spinsters). Guest House (twin sharing) will be provided for one month
for outstation candidates. Any accommodation required after this period will be
55
TYPICAL REASONS FOR EMPLOYEE TRAINING AND
DEVELOPMENT
needed
improvement effort
56
TYPICAL TOPICS OF EMPLOYEE TRAINING
makes it critical that employees understand and meet the needs of customers.
diversity.
responsibility.
Also, today's diverse workforce brings a wide variety of values and morals to
the workplace.
workplace.
57
hazardous chemicals, repetitive activities, etc., but can also be useful with
58
GENERAL BENEFITS FROM EMPLOYEE TRAINING AND
DEVELPOMENT
reasons include:
7. Enhanced company image, e.g., conducting ethics training (not a good reason
Every time I see a recruitment ad or manual that makes a reference to "on the
job training," I cringe. Would this be one of those situations where there is
59
development is not a trivial process that can be left to chance. It is not enough to
But, before I make a case for effective employee training and development, let
The list can go on and on. But, since I have made an effective case for
60
being the first victim of budget cuts. The ideal situation would be to
sustained.
Gee-whiz and buzz word training can be fun (especially for the trainer),
ensure that the trainer and the training program designer are the best that
Keeping some of these ideas in mind, the human resource manager can help
senior management chart out the organizational strategy for personnel planning.
Management training programs can be very beneficial for your business and
If the employees are nurtured and provided with opportunities once on-board, it
will not only lead to a greater retention rate, but also growth potential in your
industry.
AREAS OF TRAINING
6. Apprentice training
62
HYPOTHESIS
Manpower Planning
Recruitment Policy
Sources of Recruitment
Selection Policy
63
RESEARCH
METHODOLOGY
64
RESEARCH METHODOLOGY
Starting with market component of the total marketing talks. It helps the firm to
acquire a better understanding of the consumers, the competition and the marketing
environment.
DEFINITION
finding for the purpose of important decision making and control in the
- Phillip Kotler.
65
SAMPLING METHODS
Sample design is a definite plan of obtaining some items from the whole
population. The sample design used in this project is two state sampling i.e.
cluster sampling and convenience sampling. The whole city was divided into
CLUSTER SAMPLING
Here the whole area is divided into some geographical area and a definite
CONVINIENCE SAMPLING
66
SAMPLING
8.00 pm
67
DATA ANALYSIS
AND
INTERPRETATION
68
1. do you consume Amul Milk?
Yes 40
No 10
69
70
2. are you satisfied with the milk you are consuming?
Yes 25
No 15
Neutral 10
71
3) Amul easily available ?
Yes 34
No 16
72
73
4) Do you like Amul Milk?
Yes 28
No 22
74
5) Do you get pouch at shop ?
Yes 35
No 15
Response
No ; 30%
Yes ; 70%
75
6) Taste of Amul milk?
Excellen
t 10
Good 24
Average 16
Bad 0
76
77
7) How would you rate Amul performance?
Excellen
t 4
Good 16
Average 24
Bad 6
78
79
8) Do you buy Amul Milk Which pack you purchase?
Tetra pack 15
Pouch 30
Tin pack 5
80
9) Over all how do you rate the product of amul on the basis of quality ?
Excellen
t 10
Good 24
Average 16
Bad 0
Response
25
20
Response
15
10
0
Excellent Good Average Bad
81
82
10) Your Monthly Expenditure in Amul milk?
83
11) Rate your satisfaction level towards packaging of amul milk?
Excellen
t 8
Good 30
Average 10
Bad 2
84
85
12 Rate your overall satisfaction towards Amul Milk ?
Excellen
t 4
Good 15
Average 25
Bad 6
86
CONCLUSION
87
CONCLUSION
dairy products. It has maximum market share in Milk, Butter and Cheese, which
Amul Milk industry is a profitable industry we cant ignore it. With the help of
research, company can find out its week points in Amul Milk product and can
increase its market share through rectify mistakes. People have believed in
Amuls product and they will accept its Amul Milks also if effective actions
were taken.
Amul must come up with new promotional activities such that people
become aware about Amul Amul Milks like Chocozoo, Bindaaz, and
Fundoo.
Amul product, but prompt availability of other Amul Milk brands and
88
In comparison to Amul Amul Milk, the other players such as Cadbury,
Nestle, and Perfetti provide a better availability and give competition to
the hilt.
People are mostly satisfied with the overall quality of Amul Amul Milk,
but for the existence in the local market Amul must use aggressive selling
techniques.
89
RECOMMENDATION
90
RECOMMENDATION
In order to maintain and increase the sales in the city of Ahmedabad, the
following recommendations regarding Amul Amul Milks; particularly
regarding advertisement, distribution, promotional policies, etc, are
hereby suggested:
First and foremost Amul should take proper action in order to improve
service, because although being on a top slot in Butter and milk supplies
it does not get the sales in Amul Milk, which it should get.
Company should use brand ambassador which attracts each age segment
i.e. Saniya Mirza, Shaktimaan, Amitabh Bacchan, Superman, Krrish,
Jadoo etc.
Try and change the perception of the people through word of mouth
about Amul in advertisements, because they are the best source to reach
Children and families.
91
Company should introduce sales promotion schemes like free weight,
pranky, tattoo, contest, free gifts etc.
Mix Fruit
Pineapple
Elaichi
Coffee
Strawberry
Banana
Mango
92
93
LIMITATION
94
LIMITATIONS
If the respondents answer does not falls between amongst the options
given then it will turn up to be a biased answer.
95
QUESTIONNAIRE
96
QUESTIONNAIRE
Yes
No
Yes
No
Neutral
Yes
No
Yes
No
97
5) Do you get pouch at shop ?
Yes
No
Excellent
Good
Average
Bad
7) How would you rate Amul performance?
Excellent
Good
Average
Bad
98
8) Do you buy Amul Milk Which pack you purchase?
Tetra pack
Pouch
Tin pack
9) Over all how do you rate the product of amul on the basis of quality?
Excellent
Good
Average
Bad
10) Your Monthly Expenditure in Amul milk?
......................................................................................
Excellent
Good
Average
Bad
12 Rate your overall satisfaction towards Amul Milk ?
Excellent
Good
Average
Bad
99
100
BIBLIOGRAPHY
101
BIBLIOGRAPHY
1. www.amul.com
2. www.amuldairy.com
3. www.google.com
4. www.marketresearch.com
5. www.dairy.com
6. Research Methodology. ( Harper W.Boyd, C. R. Kothari )
102