DECLARATION

I hereby declare that the report titled A study of the logistic management of warana products in maharashtra

ACKNOWLEDGEMENT My gratification and elation on the success of this project would be incomplete withoutmentioning the names of all the people who helped me with it and without whose guidance and encouragement this wouldnt have been successful. Above all I thank My Family for his grace and blessings at each and every stage of theproject.I would like to express my deepest gratitude to the organization guide, M r . S u d h e e r Sudhakaran , Deputy Manager (Sales),

EXECUTIVE SUMMARY This project was undertaken with the objective of penetration of kool milk product inthe outlet levels. It also looked into the different factor of stocking decision to the productin the retail outlets . The study was conducted at Amul India Ltd, Cochin branch. The retailers preference was studied through using questionnaire.A sample size of 60 respondents was taken for the study, whose responses werestudied and interpreted .The sampling design was used convenience sampling. Theprocess of analysis was done through excel work sheets, frequency table, percentageanalysis 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 effectiveadvertisement of the product in the local channel and print media for awareness of kool product.

Amul India Ltd., Cochin for having given methe opportunity to do my project work in the organization. I extend my sincere thanks to Mr. George Paul, Faculty Member, Rajagiri School of Management, Cochin for having spared his valuable time with me and for all theguidance given in executing the project as per requirements.Last but not least, I would like to record my deepest sense of gratitude to my friends fortheir support and constant encouragement.

INDUSTRY PROFILE FOOD INDUSTRY The food industry is the complex, global collective of diverse businesses that togethersupply much of the food energy consumed by the world population. Only subsistencefarmers, 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 forfood production and sale, including food quality and food safety, and industrylobbying activities Education : academic, vocational, consultancy Research and development : food technology Financial services: insurance, credit Manufacturing : agrichemicals, seed, farm machinery and supplies, agriculturalconstruction, 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, publicopinion, 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 ADVANTAGE OF INDIA UNDER FOOD INDUSTRY :India is one of the largest food producers in the worldIndia has diverse agro-climatic conditions and has a large and diverse raw materialbase suitable for food processing companies

Investment requirement of around US$ 15 billion exists in the food processingsectorIndia is looking for investment in infrastructure, packaging and marketingIndia has huge scientific and research talent poolA largely untapped domestic market of 1000 million consumers300 million upper and middle class consume processed food200 million more consumers expected to shift to processed food by 2010Well 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 newopportunities in food and beverages sector50 per cent of household expenditure by Indians is on food itemsStrategic geographic location (proximity of India to markets in Europe and FarEast, South East and West Asia)Under the food industry, Dairy product is very important part of food processing. Dairyprocessing is acting good role in India. Dairy Processing India ranks first in the world in terms of milk production. Indian production stands at 91million tones growing at a CAGR of 4 per cent. This is primarily due to the initiativestaken by the Operation flood programmes in organizing milk producers into cooperatives;building infrastructure for milk procurement, processing and marketing and providingfinancial, technical and management inputs by the Ministry of Agriculture and Ministry of Food Processing Industries to turn the dairy sector into viable self-sustaining organizedsector. About 35% of milk produced in India is processed. The organized sector (largescale dairy plants) processes about 13 million tones annually, while the unorganized sectorprocesses about 22 million tones per annum. In the organized sector, there are 676 dairyplants in the Cooperative, Private and Government sectors registered with the Governmentof 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 millionrural households (primarily, small and marginal farmers and landless labourers ) in thecountry are engaged in milk production. Over 11 million farmer are organized into about0.1 million village Dairy Cooperative Societies (DCS) (about 110 farmers per DCS). Thecumulative 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 producersthrough out India with consumers in more than 700 towns and cities bridging the gaps onaccount of seasonal and regional variations in the availability of milk.The Ministry of food Processing Industries is promoting organized Dairy processing sectorto accomplish upcoming demands of processed dairy products and helping to identifyvarious areas of research for future product development and quality improvement torevamp the Indian dairy export by way of providing financial assistance to the dairyprocessing units. 32 Units have been sanctioned financial assistance (Rs.591 lakhs) underthe plan scheme of the Ministry during the year 2006-07. Major Indian and Overseas Players in the Food industry ITC LimitedParle Products Pvt. Ltd.Agro Tech FoodsAmulPerfetti India Ltd.Cadbury India Ltd.PepsiCo India HoldingsNestle India Pvt. Ltd.Britannia Industries Ltd.Hindustan Uni Lever LimitedMTR foods limitedGodrej industries LimitedDabur India Ltd.

COMPANY PROFILE Amul (Anand Milk Union Limited) , formed in 1946, is a dairy cooperative movement inIndia. It is a brand name managed by an apex cooperative organisation, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned bysome 2.6 million milk producers in Gujarat, India. It is based in Anand town of Gujaratand 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 ruraldevelopment. 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 biggestvegetarian cheese brand . GCMMF: Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food productsmarketing organisation. It is a state level apex body of milk cooperatives in Gujarat whichaims to provide remunerative returns to the farmers and also serve the interest of consumers by providing quality products which are good value for money. Amul's product range includes milk powders, milk, butter, ghee, cheese, curd, chocolate,ice cream, cream, shrikhand, paneer, gulab jamuns, basundi, Nutramul brand and others. InJanuary 2006, Amul plans to launch India's first sports drink Stamina , which will becompeting with Coca Cola's Powerade and PepsiCo's Gatorade . Amul is the largest food brand in India and world's Largest Pouched Milk Brand with anannual turnover of US $1050 million (2006-07). Currently Amul has 2.6 million producermembers with milk collection average of 10.16 million litres per day. Besides India, Amulhas entered overseas markets such as Mauritius, UAE, USA, Bangladesh, Australia, China,Singapore, Hong Kong and a few South African countries. Its bid to enter Japanese marketin 1994 had not succeeded, but now it has fresh plans of flooding the Japanese markets.Other potential markets being

considered include Sri Lanka.Dr Verghese Kurien, former chairman of the GCMMF, is recognised as the man behind thesuccess of Amul. On 10 Aug 2006 Parthi Bhatol, chairman of the Banaskantha Union, waselected chairman of GCMMF. ACHIEVEMENT: Amul :Asias largest dairy co -operative was created way back in1946 to make the milk producer self-reliant and conduct milk- business with pride. Amul has always been thetrend setter in bringing and adapting the most modern technology to door steps to ruralfarmers. Amul created history in following areas: a)First self motivated and autonomous farmers organization comprising of more t han 5000000 marginal milk producers of Kaira District.b) Created Dairy co-operatives at village level functioning with milk collection centresowned by them.c) Computerized milk collection system with electronic scale and computerized accountingsystem.d)The first and only organization in world to get ISO 9000 standard for its farmers cooperatives.e)First to produce milk from powder from surplus milk.Amul is the live example of how co-operation amongst the poor marginal farmers canprovide means for the socioeconomic development of the under privileged marginalfarmers. Amul in abroad: Amul is going places. Literally. After having established its presence in China, Mauritius and Hong Kong, Gujarat Cooperative Milk Marketing Federation (GCMMF), Indias largest milk cooperative, is waiting to flood the Japanese market.Then, GCMMF is also looking at Sri Lanka as one of its next export destinations. Amulproducts are already available on shelves across several countries, including the US, China,Australia, West Asian countries and Africa.GCMMF recorded a turnover of Rs 2,922 crore last fiscal. Its products include pouch milk,ultra heat treated (UHT) milk, icecream, butter, cheese and buttermilk.

TITLE OF THE STUDY A study of the penetration of AMUL kool mlik beverages products in the retail outletsof Cochin & the factors that influence the stocking decision of retailers of such products. OBJECTIVE OF THE RESEARCH To find out the penetration of AMUL KOOL MILK beverages products in theretail outlets of Cochin with reference to retailers of such products.To find out the factors that influences the stocking decision of retailers of kool milk beverages product in Cochin. PROBLEM STATEMENT There has been a drop in the percentage of retail outlets in Cochin where Amul hadpenetration for its products, this study is intended to find out the percentage of outletswhere penetration of Amul products exists now and find out the factors that influence thebuying decision of retailers of beverage products. SCOPE OF THE STUDY The scope of the study is limited solely to the markets visited by the researcher for thepurpose of research; this may hence not be a total reflection of the penetration of AMULproducts for all the retail outlets in Cochin. SOURCES OF DATA Primary sources The primary data was collected through questionnaires. They were filled using thescheduled method of data collection by the researcher. Secondary sources The secondary sources were used only for collecting information regarding the sample,they were however not used for analysis.

RESEARCH DESIGN A Research design specifies the methods and procedures for conducting a particularstudy. It is a map (or) blue print to which the research is to be conducted. Descriptiveresearch design has been considered as a suitable methodology for present study and fordata analysis. SAMPLING DESIGN The sampling design used was Convenience sampling, which is a nonprobabilitysampling method. The convenience factors were the availability and approachability of therespondents. POPULATION All types of outlets that stock and sell kool milk beverages products in the markets. Theoutlets have been classified into as follows Convenience stores : All kinds of shops including bakeries Eateries : all kinds of eating joints Groceries : all shops selling groceries PLACES OF STUDY The study was conducted in the retail outlets in and around COCHIN in the followingareasi. Aluvaii. Chembumukkuiii. Ernakulamiv. Kakkanadv. Kaloorvi. Kachheripadivii. Mattancherryviii. Menakaix.

M.G.Roadx. Palarivattomxi. Tripuntraxii. Thevra jn.

MEASUREMENT The research objective requires the researcher to find out the penetration of Amul koolmilk beverages products with reference to retailers of such products.For this the following data relevant were collecteda. Amul product sold by the retailersb. If sold, then which of the competitors complimentary products, has a higherpenetration in that outlet.c. Strategies adopted by the company and its distributors that influence the stockingdecision for the product. LIMITATIONS OF THE RESEARCH The limitations of the research were as follows1. Lack of proper experience on the part of the researcher in conducting suchstudies in the past.2. Time frame required was not enough to survey more number of outlets. ANALYSIS TECHNIQUES Quantitative analysis is performed using the data collected at each outlet to estimate thepresence of Amul products. Tools Utilized Percentage Analysis Graph Chart