PROJECT REPORT ON A STUDY ON THE EFFECTIVENESS OF TRAINING AND DEVOLOPMENT PROCESS ADOPTED BY AMUL INDIA PRIVATE LIMITED

Submitted in the partial fulfillment for the award of degree

OF BACHELOR OF BUSINESS ADMINISTRATION (GENERAL)

SUBMITTED BY: SACHIN GOYAL 06619301709

SUBMITTED TO: PROJECT GUIDE: Ms. RICHA SHARMA

(ASSISTENT PROFESSOR)

PROJECT COORDINATOR: Ms. SWATY WADHWA

(ASSISTENT PROFESSOR)

SESSION: 2009-2012

Kasturi Ram College of Higher Education, Narela-110040 (Affiliated by GGSIP University, Delhi,)
CHAPTER SCHEME

CHAPTER 1 INTRODUCTION 1.1 INTRODUCTION ABOUT TRAINING & DEVOLOPMENT OF AMUL 1.2 COMPANY PROFILE 1.3 OBJECTIVES OF THE STUDY 1.4 RESEARCH METHODOLOGY 1.5 DATA COLLECTION 1.6 LIMITATIONS CHAPTER 2- DESCRIPTION OF CURRENT SITUATION 2.1 HISTORY OF COMPANY - AMUL 2.2 COMPANY INFORMATION 2.3 CARRER AT AMUL 2.4 CSR INITIATIVE OF AMUL 2.4.1) SUVARNA JAYANTI GRAM SWAROJGAR YOJANA (SGSY) 2.4.2) TREE PLANTATION INITIATIVE BY DAIRY FARMERS 2.4.3) RURAL SANITATION 2.5) AWARDS CHAPTER 3 - THEORITICAL FRAMEWORK 3.1) 3.2) 3.3) TRAINING AND DEVOLOPMENT IMPORTANCE OF TRAINING AND DEVOLOPMENT MODEL OF TRAINING

3.3.1) SYSTEMMATIC MODEL 3.3.2) TRANSITIONAL MODEL 3.3.3) INSTRUCTIONAL SYSTEM DEVOLOPMENT MODEL 3.4) 3.5) 3.6) 3.7) TRAINING DESIGN TRAINING IMPLEMENTATION TRAINING EVALUATION FACILITATION OF TRAINING

CHAPTER 4 TRAINING AND DEVOLOPMENT ADOPTED BY AMUL CHAPTER 5 DATA ANALYSES & INTERPRETATION CHAPTER 6 CONCLUSION CHAPTER 7- FINDINGS & SUGGESSTIONS LIMITATIONS ANNEXURE : BIBLIOGRAHY QUESTIONNAIRE

ACKNOWLEDGEMENT
Project work is never the accomplishment of an individual rather it is an amalgamation of the efforts, ideas and co-operation of a number of entities. I would like to thank GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY for giving an opportunity to work on a valuable project.

I would like to express my gratitude to all those who gave me the possibilities to complete this project would like to thank Lect. Ms. SWATY WADHWA of Kasturi Ram College Of Higher Education. With a deep sense of gratitude and humble submission I would like to express my heartiest gratefulness to my Faculty Guide Lect. Ms. RICHA SHARMA and coordinator Ms. SWATY WADHWA, Kasturi Ram College Of Higher Education , whose help, stimulating suggestions and encouragement helped me in all the times of research for and writing of this project.

SACHIN GOYAL 06619301709 6th sem

CERTIFICATE

This is to certify the project title

A study on the effectiveness of training & development

process adopted by amul india private limited by SACHIN GOYAL (06619301709) under my guidance and supervision. I am satisfied with the work carried out by him. She has submitted the project in the fulfillment of requirement for the award of BBA degree from GGSIPU. The matter embodied in this project is original and authentic. Same recommended for evaluation project guide.

Ms. RICHA SHARMA (ASSISTENT PROFESSOR)

CHAPTER SCHEME CHAPTER 1 INTRODUCTION 1.7 INTRODUCTION ABOUT TRAINING & DEVOLOPMENT OF AMUL 1.8 COMPANY PROFILE 1.9 OBJECTIVES OF THE STUDY 1.10RESEARCH METHODOLOGY 1.11DATA COLLECTION CHAPTER 2- DESCRIPTION OF CURRENT SITUATION 2.1) HISTORY OF COMPANY - AMUL 2.2) COMPANY INFORMATION 2.3) CARRER AT AMUL 2.4) CSR INITIATIVE OF AMUL 2.4.1) SUVARNA JAYANTI GRAM SWAROJGAR YOJANA (SGSY) 2.4.2) TREE PLANTATION INITIATIVE BY DAIRY FARMERS 2.4.3) RURAL SANITATION 2.5) AWARDS CHAPTER 3 - THEORITICAL FRAMEWORK 3.1) TRAINING AND DEVOLOPMENT 3.2) IMPORTANCE OF TRAINING AND DEVOLOPMENT 3.3) MODEL OF TRAINING 3.3.1) SYSTEMMATIC MODEL 3.3.2) TRANSITIONAL MODEL 1-10 1-3 4-5 6 7-8 9-10 11-18 11-12 13 13 14-16 14-15 15-16 16 17-18 19-33 19 20 20-25 21-22 23

3.3.3) INSTRUCTIONAL SYSTEM DEVOLOPMENT MODEL 3.4) 3.5) 3.6) 3.7) TRAINING DESIGN TRAINING IMPLEMENTATION TRAINING EVALUATION3 FACILITATION OF TRAINING

24-25 26-27 28-29 30-32 33 34-40 34-35 36-37 38-40 41-47 48 49 50 51 52

CHAPTER 4 TRAINING AND DEVOLOPMENT ADOPTED BY AMUL 4.1) CONCEPT OF TRAINING 4.2) METHODS OF TRAINING 4.3) TRAINING & DEVOLOPMENT POLICIES ADOPTED BY AMUL CHAPTER 5 DATA ANALYSES & INTERPRETATION CHAPTER 6 FINDINGS CHAPTER 7 CONCLUSION CHAPTER 8 SUGGESSTIONS LIMITATIONS BIBLIOGRAHY ANNEXURE : QUESTIONNAIRE

CHAPTER 1- INTRODUCTION
1.1) INTRODUCTION ABOUT TRAINING AND DEVOLOPMENT PROCESS OF AMUL Today people are often the key resource of a firm and their employment can make up at least two thirds of all costs. Well-managed training and development will usually add more value often far more value than it costs. And increasingly, a firm's competitive advantage depends more on the quality of its staff than on any other factor. TRAINING Training is the acquisition of new skills and knowledge relevant to a job. Development involves the growth of an individual's wider education and capabilities within a field of employment.

Induction training familiarises new employees with their role and responsibilities. Colleagues are introduced, systems explained and the expectations of the job are clarified.

On-the-job training is arranged in the workplace through instruction and observation. Off-the-job training takes employees away from the immediate workplace. It may be 'in-house' using the employer's facilities or 'out-house' and provided by another company or college/university. DEVOLOPMENT Development has a broader focus on learning and relates to a career rather than to a job. The government supports training and development through modern apprenticeships which give young people vocational skills through a mix of on and off-the-job training. The Investors in People award requires firms to demonstrate their commitment to training and career development for staff.

CONCEPT OF TRAINING AND DEVOLOPMENT Human Resource Management is concerned with the planning, acquisition, training & developing human beings for getting the desired objectives & goals set by the organization. The employees have to be transformed according to the organizations' & global needs. This is done through an organized activity called Training. Training is a process of learning a sequence of programmed behavior. It is the application of knowledge & gives people an awareness of rules & procedures to guide their behavior. It helps in bringing about positive change in the knowledge, skills & attitudes of employees. Thus, training is a process that tries to improve skills or add to the existing level of knowledge so that the employee is better equipped to do his present job or to mould him to be fit for a higher job involving higher responsibilities. It bridges the gap between what the employee has & what the job demands. Since training involves time, effort & money by an organization, so an organization should to be very careful while designing a training program. The objectives & need for training should be clearly identified & the method or type of training should be chosen according to the needs & objectives established. Once this is done accurately, an organization should take a feedback on the training program from the trainees in the form of a structured questionnaire so as to know whether the amount & time invested on training has turned into an investment or it was a total expenditure for an organization. Training is a continuous or never ending process. Even the existing employees need to be trained to refresh them & enable them to keep up with the new methods & techniques of work. This type of training is known as Refresher Training & the training given to new employees is known as Induction Training. This is basically given to new employees to help them get acquainted with the work environment & fellow colleagues. It is a very short informative training just after recruitment to introduce or orient the employee with the organization's rules, procedures & policies.

Training plays a significant role in human resource development. Human resources are the lifeblood of any organization. Only through trained & efficient employees, can an organization achieve its objectives.

* To impart to the new entrants the basic knowledge & skills they need for an intelligent performance of definite tasks. * To prepare employees for more responsible positions. * To bring about change in attitudes of employees in all directions. * To reduce supervision time, reduce wastage & produce quality products. * To reduce defects & minimize accident rate. * To absorb new skills & technology. * Helpful for the growth & improvement of employee's skills & knowledge.

1.2) COMPANY PROFILE

In 1994 Shri Kanon Krishna of Advertising and Sales Promotion (ASP) Advertising Agency, Mumbai once asked Federation Officer Why should Amul hire us when there are 525 other advertising agencies around in India? It is, he replied his own question, because we go the extra mile, He went on to explain that in search of a corporate slogan and logo for Amul he had to bring in taste and the diverse nature of our country. To catch a glimpse of this or a slice of India as it were, he used to go to Matunga in Mumbai, which had denizens from many states, on Sundays The earlier clips of the campaign when Amul, The Taste of India went on air tried to connect Amul with food and taste and fix it in the viewers mind before the campaign went on to promote a variety of Amul products. The need for a new corporate Amul logo was being increasingly felt because the Federation dairies began making more and more different dairy products. And the polka dotted dress wearing cute girl after all covered only Amul Butter, even though at that time, Butter was our flagship product, and in many ways still is. It took many sittings of ASP Advertising with Dr Kurien and other Federation Officers to finally approve the Taste of India logo with its red and green background. In the last meeting Dr Kurien asked Shri Kanon Krishna, But how will this insignia look on my products? Shri Krishna said, excuse me, and sipped down his jersey to display the bright Amul, The Taste of India emblazoned on a white T shirt that he wore. Yes, he had come prepared. He distributed some more T shirts to the officers present. So fond did Dr Kurien become of this logo that he would ask in the meetings with other ad agencies covering different other products, Have you included The Taste of India in your Artwork? When people driving by the Federation Office at Anand at night look at the shining Taste of India neon sign, they may not know that after going the extra mile for Federation and giving it an unforgettable logo, its author died at the age of 48 after serious cardiac problems. The Taste of India these four words are more than what the common man may think of these a mere slogan. Advertising people call this corporate positioning.

But jargon apart these four words lend meaning to Amuls never ending crusade; they reinforce Amuls commitment of taking quality food products right down to the rural man, products, the common man otherwise would have never afforded. It was Amul that first made chocolate affordable to the aam admi, then followed the same with Ice Cream, pizza and a gamut of value added products. Who would have thought that a tailor in Azamgarh or a traveling salesman in Barabanki, UP would be digging into a cup of Amul Ice Cream on a hot summer day? But Amuls networking, pricing and more so commitment to reach every part of India has made this possible. Shri Kanon Krishna truly understood what Amul stood or and therefore aptly believed that The Taste of India said it all. Source: OUR TRYST WITH QUALITY: GCMMF EXPERIENCE 1994-2007; Author Dr Sham S Chaudhry

1.3) OBJECTIVE OF STUDY

1.) To study the concept of training & development. 2.) To study the methods of training used by amul. 3.) To study the policies of training adopted by amul. 4.) To study the effect of training and skills & overall performance of workers of amul 5.) To study the devolopment programme being implementing by amul. 6.) To study the awareness amongst potential customers of product.

1.4) RESEARCH METHDOLOGY

Without proper methods one cannot make a project for this purpose research design is required. Research design is blue print for collection, measurement and analysis of data. It is framework of project that stimulates what information is to be collected from which sources and by what procedure. THERE ARE FOUR TYPES OF RESEARCH METDOLOGY WHICH ARE AS FOLLOW: 1.) DESCRIPTIVE RESEARCH. 2.) EXPLORATORY RESEARCH. 3.) EXPLANATORY RESEARCH. 4.) CONCLUSIVE RESEARCH. Explanatory research Well explanatory research is usually done. As it provide information that helps the researcher to evaluate various alternatives and make a rational decision. And also analytical research is there as data from environment and financial position is draw to make conclusion about the health of the industry. Exploratory research Well exploratory is used when one is seeking insights into the general nature of a problem. Main purpose of such study is to formulate a problem for more precise investigation. Conclusive research Conclusive studies attempts to determine the frequency with which something occurs or the relationship between two phenomenons. Usually conclusive studies assume certain under underlying characteristics of the market or have some precise statement of research questions/hypothesis.

Descriptive research Descriptive research is used to obtain information concerning the current status of the phenomena to describe what exists with respect to variables or conditions in a situation. The methods involved range from the survey which describes the status, the correlation study which investigates the relationship between variables, to developmental studies which seek to determine changes over time. Descriptive research is also called Statistical Research. The main goal of this type of research is to describe the data and characteristics about what is being studied. The idea behind this type of research is to study frequencies, averages, and other statistical calculations. Although this research is highly accurate, it does not gather the causes behind a situation. Descriptive research is mainly done when a researcher wants to gain a better understanding of a topic for example, a frozen ready meals company learns that there is a growing demand for fresh ready meals but does not know much about the area of fresh food and so has to carry out research in order to gain a better understanding. It is quantitative and uses surveys and panels and also the use of probability sampling. Descriptive research is the exploration of the existing certain phenomena. The details of the facts wont be known. The existing phenomena facts are not known to the persons.

THE PRESENT RESEARCH IS OF DESCRIPTIVE IN NATURE AND PRIMARY & SECONDRY DATA. This project is of descriptive in nature because it is used to obtain information concerning the current status of the phenomena to describe what exists with respect to variables or conditions in a situation. The methods involved range from the survey which describes the status, the correlation study which investigates the relationship between variables, to developmental studies which seek to determine changes over time. The main goal of this type of research is to describe the data and characteristics about what is being studied. It is mainly done when a researcher wants to gain a better understanding of a topic.

1.5) DATA COLLECTION

DATA COLLECTION: It refers to collection of information .for a research to suceed rawfacts must be collected in a form which helps in effective production of result and meeting the objective of study. Primary Data Data observed or collected directly from first-hand experience. Primary data is the data which is collected by the researcher directly from his own observations and experiences. For example, if the researcher conducts a survey for the collected of data then it is known as primary data. Primary Data Sources Primary source is a term used in a number of disciplines to describe source material that is closest to the person, information, period, or idea being studied. Primary data collection is necessary when a researcher cannot find the data needed in secondary sources. Market researchers are interested in primary data about demographic/socioeconomic characteristics, attitudes/opinions/interests, awareness/knowledge, intentions, motivation, and behavior. Three basic means of obtaining primary data are observation, surveys, and experiments. The choice will be influenced by the nature of the problem and by the availability of time and money. Examples include surveys, interviews, observations, and ethnographic research. A good researcher knows how to use both primary and secondary sources in her writing and to integrate them in a cohesive fashion. Conducting primary research is a useful skill to acquire as it cangreatly supplement research in secondary sources, such as journals, magazines, or books. Primary research is an excellent skill to learn as it can be useful in a variety of settings including business, personal, and academics. "Primary sources provide the 'raw data' that you use first to test the working hypothesis and then as evidence to support your claim. In history, for example, primary sources include documents from the period or person you are studying, objects, maps, even clothing; in literature or philosophy, your main primary source is usually the text you are studying, and your data are the words on the page. In such fields you can rarely write a research paper without using primary

Secondary Data Published data and the data collected in the past or other parties is called secondary data Secondary data is data that has already been collected and collated by somebody for some reason other than the current study. It can be used to get a new perspective on the current study, to supplement or compare the work or to use parts of it, as another study may prove costly and time consuming e.g. the census. "Secondary sources are research reports that use primary data to solve research problems, written for scholarly and professional audiences. Researchers read them to keep up with their field and use what they read to frame problems of their own by disputing other researchers' conclusions or questioning their methods. You can use their data to support your argument, but only if you cannot find those data in a primary source." A secondary source is a report on the findings of the primary source. While not as authoritative as the primary source, the secondary source often provides a broad background and readily improves one's learning curve. Most textbooks are secondary sources; they report and summarize the primary sources." "Secondary data is neither better nor worse than primary data; it is simply different. The source of the data is not as important as its quality and its relevance for your particular purpose. The major advantages of using secondary data are economic: using secondary data is less costly and time-consuming than collecting primary data. Its disadvantages relate not only to the availability of sufficient secondary data but also to the quality of the data that is available. Never use any data before you have evaluated its appropriateness for the intended purpose." Secondary data analysis saves time that would otherwise be spent collecting data and, particularly in the case of quantitative data, provides larger and higher-quality databases than would be unfeasible for any individual researcher to collect on their own. In addition to that, analysts of social and economic change consider secondary data essential, since it is impossible to conduct a new survey that can adequately capture past change and/or developments. THE PRESENT STUDY IS BASED ON PRIMARY & SECONDRY DATA.

CHAPTER 2 DESCRIPTION OF A CURRENT SITUATION 2.1) HISTORY OF A COMPANY AMUL

The Kaira District Co-operative Milk Producers' Union was registered on December 14, 1946 as a response to exploitation of marginal milk producers by traders or agents of existing dairies in the small town named Anand (in Kaira District of Gujarat). Milk Producers had to travel long distances to deliver milk to the only dairy, the Polson Dairy in Anand. Often milk went sour as producers had to physically carry the milk in individual containers, especially in the summer season. These agents arbitrarily decided the prices depending on the production and the season. Milk is a commodity that has to be collected twice a day from each cow/buffalo. In winter, the producer was either left with surplus / unsold milk or had to sell it at very low prices. Moreover, the government at that time had given monopoly rights to Polson Dairy (around that time Polson was the most well known butter brand in the country) to collect milk from An and and supply it to Bombay city in turn. India ranked nowhere amongst milk producing countries in the world because of its limitations in 1946 British Raj. Angered by the unfair and manipulative trade practices, the farmers of Kaira District approached Sardar Vallabhbhai Patel (who later became the first Deputy Prime Minister and Home Minister of free India) under the leadership of the local farmer leader Tribhuvandas Patel. Sardar Patel advised the farmers to form a Cooperative and supply milk directly to the Bombay Milk Scheme instead of selling it to Polson (who did the same but gave low prices to the producers). He sent Morarji Desai (who later became Prime Minister of India) to organize the farmers. In 1946, the farmers of the area went on a milk strike refusing to be further oppressed. Thus the Kaira District Cooperative was established to collect and process milk in the District of Kaira in 1946. Milk collection was also decentralized, as most producers were marginal farmers who were in a position to deliver 1-2 litres of milk per day. Village level cooperatives were established to organize the marginal milk producers in each of these villages. The Cooperative was further developed and managed by Dr. V Kurien along with Shri H M Dalaya. The first modern dairy of the Kaira Union was established at Anand. Indigenous research and development and technology development at the Cooperative had led to the successful production of skimmed milk powder from buffalo milk the first time on a commercial scale anywhere in the world.

The success of the dairy co-operative movement spread rapidly in Gujarat. Within a short span five other district unions Mehsana, Banaskantha, Baroda, Sabarkantha and Surat were organized. In order to combine forces and expand the market while saving on advertising and avoid a situation where milk cooperatives would compete against each other it was decided to set up an apex marketing body of dairy cooperative unions in Gujarat. Thus, in 1973, the Gujarat Co-operative Milk Marketing Federation was established. The Kaira District Co-operative Milk Producers Union Ltd. which had established the brand name Amul in 1955 decided to hand over the brand name to GCMMF (AMUL). Dr. Verghese Kurien, the World Food Prize and the Magsaysay Award winner, was the architect of Indias White Revolution, which helped India emerge as the largest milk producer in the world. Impressed with the development of dairy cooperatives in Kaira District and its success, Shri Lal Bahadur Shastri, the then Prime Minister of India during his visit to Anand in 1964, asked Dr. V Kurien to replicate the Anand type dairy cooperatives all over India. Thus, the National Dairy Developed Board was formed and Operation Flood Programme was launched for replication of the Amul Model all over India

2.2) COMPANY INFORMATION

The Gujarat Cooperative milk Marketing Federation Ltd, Anand (GCMMF) is the largest food products marketing organisation of India. It is the apex organization of the Dairy Cooperatives of Gujarat. Over the last five and a half decades, Dairy Cooperatives in Gujarat have created an economic network that links more than 3.1 million village milk producers with millions of consumers in India These cooperatives collect on an average 9.4 million litres of milk per day from their producer members, more than 70% of whom are small, marginal farmers and landless labourers and include a sizeable population of tribal folk and people belonging to the scheduled castes. The turnover of GCMMF (AMUL) during 2010-11 was Rs. 97.74 billion. It markets the products, produced by the district milk unions in 30 dairy plants, The farmers of Gujarat own the largest state of the art dairy plant in Asia Mother Dairy, Gandhinagar, Gujarat which can handle 2.5 million litres of milk per day and process 100 MTs of milk powder daily.

2.3) CARRER AT AMUL

The Kaira District Co-operative Milk Producers Union Limited, Anand, Gujarat, popularly known as Amul Dairy is a Dairy Cooperative with a turnover of more than Rs.17 00/- crore. This Co-operative organization is created and owned by farmers and managed by professionals. It began its journey in 1946 and has inspired the nation in the Dairy Co-operative Movement to put India as the largest milk producing nation in the world. The brand Amul is known worldwide today and in India it is a household name. We, at Amul Dairy, offer a unique career opportunity to unlock your own potential. If you are looking for a challenging opportunity, you can explore your options with us. We firmly believe that you will never look back in your career again. Those who believe in Work is Worship for them it is a home away from home.

2.4) CSR INITIATIVE BY AMUL

2.4.1) SUVARNA JAYANTI GRAM SWAROJGAR YOJANA (SGSY) Amul in its continued endeavor to improve the socio-economic conditions of rural people extended its expertise in implementation of the Swarnjayanti Gram Swarozgar Yojana (SGSY) of The Government of India (Ministry of Rural Development) on their Special Project on Improving Socio-economic Conditions of BPL Families of Kheda District through Animal Husbandry and Dairying DAIRYING AS A TOOL FOR POVERTY ALLEVIATION. The Swarnjayanti Gram Swarozagar Yojana is a holistic self-employment programme for the rural poor of India. The basic objective of the programme is to bring below poverty line families above poverty line by providing them in generating assets to become self-employed. The purchase of assets is facilitated through a mix of government subsidy and bank credit. It is a holistic self-employment programme as it supports all facets of self-employment like organizing them into Self Help Groups, helping them in selection of key activities, building their capacities, providing them appropriate training and exposure, building infrastructure, introducing them to new technology, and providing them marketing support. The programme is implemented through District Rural Development Agencies (DRDAs) with active involvement of Panchayati Raj Institutions, banks, line departments of the Government and development institutions.

Amul has covered under this programme more than 8,755 beneficiaries to whom milch animals were distributed in the District of Kheda and stood as guarantor for the bank loans. These beneficiaries were then given membership of dairy co-operatives in order to bring these poor households into mainstream economy by transforming dairying into active income-generation enterprises. As part of this programme 12,647 women and men were trained in dairy husbandry in addition to construction of number of cattle sheds, development of green fodder plots, distribution of chaff cutters and stainless steel cans.

To provide ground water availability, 56 bore wells were dug. More than 50 mobile Artificial

Insemination units are pressed in operation for these farmers to deliver services at the doorstep. A Mobile Diagnostic Laboratory has also been put in operation to provide effective health services along with round the clock service of veterinary doctors. This initiative has considerably helped in improving the socio-economic conditions and quality of life of a large number of BPL families.

2.4.2) 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.

Alarmed by the climate change and global warming and their understanding of that dairy farming like agriculture is dependent on nature, they took an oath on 15th August, 2007, after the flag hoisting ceremony, to plant a sapling and ensure that it grew into a tree. Then individually they planted sapling on their own at their identified locations like their farm, near their home, on farm bunds, etc. This marked the beginning of a silent new revolution to bring a green carpet on Gujarat and India.

In the year 2007, 21,000 saplings were planted by the farmers in Kaira of which 10,000 plants have survived. In the following year 2008, they planted more than 5,05,000 samplings of which 1,79,000 have survived. In 2009, third year of their movement, more 13,51,000 samplings have been planted.

Farmers have also created nurseries to produce saplings and almost 45 such nurseries have been created as of date. For better coordination and sustainable success, Teams have been formed at

various levels.Inspired by this movement, whole dairy cooperative farmers of Gujarat under Gujarat Co-operative Milk Marketing Federation Limited (GCMMF) have so far planted 152.78 lakhs samplings. When dairy farmers of Gujarat have planted more than 152.78 lakh trees in just three years and are planning to plant more trees every year, they are doing an invaluable service to the society as the brand Amul means price less priceless service to mankind In an era of global warming, Amul is contributing its share in making Gujarat lush green. In this way, the milk producers of Gujarat are ushering in a silent revolution of greening Gujarat 2.4.3) RURAL SANITATION Amul Dairy has launched a novel scheme for total rural sanitation and set a target for itself whereby not a single milk producer will attend to natures call in the open. The Dairy with the support of District Rural Development Agency (DRDA) will provide interest free loans to its milk producers in Anand and Kheda districts to set up pucca toilet blocks, which will not only help women milk producers avoid embarrassment but will also ensure hygiene. To start with, the dairy has set a target of setting up 5,000 low cost toilet blocks this year. In five years time, dairy wishes to achieve the target of providing 100 per cent toilet facilities in all villages where Amul has a milk society. The mission is not just about bringing a cultural change by imbibing good habits among milk producers but also targeted towards encouraging hygienic practices in the milk supply chain.

2.5) AWARDS
NATIONAL PRODUCTIVITY COUNCIL PRODUCTIVITY AWARDS 1985-86. Presented for Best Productivity Performance in Dairy Development and Production in Cooperative sector by Shri G.S. Dhillion, Union Minister of Agriculture to Amul Dairy, Kaira District Co-operative Milk Producers Union Limited, Anand (Gujarat) New Delhi 22nd April, 1987. NATIONAL PRODUCTIVITY COUNCIL PRODUCTIVITY AWARDS 1986-87.

Sponsored by Ministry of Agriculture Presented for Best Productivity Performance in Dairy Development - Product Plants by Shri R. Venkataraman, President of India to Amul Dairy, Kaira District Co-operative Milk Producers Union Limited, Anand (Gujarat)New Delhi,14 january 1988 NATIONAL PRODUCTIVITY COUNCIL PRODUCTIVITY AWARDS 1994-95. Presented for Best Productivity Performance in Dairy Processing Industries by Shri H.D. Deve Gowda, Honble Prime Minister of India to Kaira District Co-operative Milk Producers Union Ltd., Anand (gujarat) New Delhi, 23rd Nov 1996. INDUSTRIAL GOOD HOUSE KEEPING CONTEST GUJARAT STATE Organised by Gujarat Safety Council Loss - Prevention Association of India Ltd., Factory Inspectorate, Gujarat State 1984 awarded to Kaira District Co-op. Milk Producers' Union Ltd., Amul-Anand for their Commendable Performance in the category of petrochemicals, cosmetics,electronics & food processing industries. NATIONAL PRODUCTIVITY COUNCIL PRODUCTIVITY AWARDS 1996-97. Presented for Second Best Productivity Performance in Dairy Processing Industry by Shri Sikander Bakht, Honble Minister of Industry to Kaira District Co-operative Milk Producers Union Ltd., Anand (Gujarat) New Delhi, 26th dec 1998.

NATIONAL PRODUCTIVITY COUNCIL PRODUCTIVITY AWARDS 1998-99. Presented for Second Best Productivity Performance in Dairy Processing Industries by Shri Krishna Kant, Vice President of India to Kaira District Co-operative Milk Producers Union Ltd., Anand (Gujarat) New Delhi, 24th Aug 2000. NATIONAL ENERGY CONSERVATION AWARD 2009. This commendation certificate is awarded to Kaira District Co-operative Milk Producers Union Limited, Amul Dairy, Anand (Gujarat) in appreciation of the efforts in Energy Conservation in Dairy Sector by Ministry of Power, New Delhi, 14 Dec 2009.

CHAPTER 3 THEORITICAL FRAMEWORK 3.1) TRAINGING & DEVOLOPMENT

Today people are often the key resource of a firm and their employment can make up at least two thirds of all costs. Well-managed training and development will usually add more value often far more value than it costs. And increasingly, a firm's competitive advantage depends more on the quality of its staff than on any other factor.

TRAINING
Training is the acquisition of new skills and knowledge relevant to a job. Development involves the growth of an individual's wider education and capabilities within a field of employment.

Induction training familiarises new employees with their role and responsibilities. Colleagues are introduced, systems explained and the expectations of the job are clarified.

On-the-job training is arranged in the workplace through instruction and observation. Off-the-job training takes employees away from the immediate workplace. It may be 'in-house' using the employer's facilities or 'out-house' and provided by another company or college/university.

DEVOLOPMENT
Development has a broader focus on learning and relates to a career rather than to a job. The government supports training and development through modern apprenticeships which give young people vocational skills through a mix of on and off-the-job training. The Investors in People award requires firms to demonstrate their commitment to training and career development for staff.

3.2) IMPORTANCE OF TRAINING & DEVOLOPMENT

Optimum Utilization of Human Resources Training and Development helps in optimizing the utilization of human resource that further helps the employee to achieve the organizational goals as well as their individual goals.

Development of Human Resources Training and Development helps to provide an opportunity and broad structure for the development of human resources technical and behavioral skills in an organization. It also helps the employees in attaining personal growth. Development of skills of employees Training and Development helps in increasing the job knowledge and skills of employees at each level. It helps to expand the horizons of human intellect and an overall personality of the employees.

3.3) MODEL OF TRAINING

A System is a combination of things or parts that must work together to perform a particular function. An organization is a system and training is a sub system of the organization.

The System Approach views training as a sub system of an organization. System Approach can be used to examine broad issues like objectives, functions, and aim.

between the sequential stages in the process of training need analysis (TNA), formulating, delivering&evaluating.

There are 4 necessary inputs i.e. technology, man, material, time required in every system to produce products or services. And every system must have some output from these inputs in order to survive. The output can be tangible or intangible depending upon the organizations requirement. A system approach to training is planned creation of training program. This approach uses step-by-step procedures to solve the problems. Under systematic approach, training is undertaken on planned basis. Out of this planned effort, one such basic model of five steps is system model that is explained below. Organization are working in open environment i.e. there are some internal and external forces, that poses threats and opportunities, therefore, trainers need to be aware of these forces which may impact on the content, form, and conduct of the training efforts. The internal forces are the various demands of the organization for a better learning environment;

need to be up to date with the latest technologies.

The three model of training are:

1. System Model

2. Instructional System Development Model

3. Transitional model

3.3.1) Systematic model training

The system model consists of five phases and should be repeated on a regular basis to make further improvements. The training should achieve the purpose of helping employee to perform their work to required standards. The steps involved in System Model of training are:

1. Analyze and identify thetraining needs i.e. to analyze the department, job, employees requirement, who needs training, what do they need to learn, estimating training cost, etc The next step is to develop a performance measure on the basis of which actual performance.

2. Design and provide training to meet identified needs. This step requires developing objective.

3. Develop- This phase requires listing the activities in the training program that will assist the participants to learn, selecting delivery method, examining the training material, validating information to be imparted to make sure it accomplishes all the goals & objectives.

4. Implementing is the hardest part of the system because one wrong step can lead to the

failure.

5. Evaluating each phase so as to make sure it has achieved its aim in terms of subsequent work performance. Making necessary amendments to any of the previous stage in order to remedy or improve failure practices.

3.3.2) Transitional model

Transitional model focuses on the organization as a whole. The outer loop describes the vision, mission and values of the organization on the basis of which training model Vision focuses on the milestones that the organization would like to achieve after the defined point of time. A vision statement tells that where the organization sees itself few years down the line. A vision may include setting a role mode, or bringing some internal transformation, or may be promising to meet some other deadlines.

Mission explain the reason of organizational existence. It identifies the position in the community. The reason of developing a mission statement is to motivate, inspire, and inform the employees regarding the organization. The mission statement tells about the identity that how the organization would like to be viewed by the customers, employees, and all other stakeholders. Values is the translation of vision and mission into communicable ideals. It reflects the deeply held values of the organization and is independent of current industry environment. For example, values may include social responsibility, excellent customer service, etc.

TRANSITIONAL MODEL

3.3.3) INSTRUCTIONAL SYSTEM DEVOLOPMENT (ISD) MODEL

Instructional System Development model or ISD training model was made to answer the training problems. This model is widely used now-a-days in the organization because it is concerned with the training need on the job performance.Training objectives are defined on the basis of job responsibilities and job description and on the basis of the defined objectives individual progress is measured. This model also helps in determining and developing the favorable strategies, sequencing the content, and delivering media.

The Instructional System Development model comprises of five stages: 1. ANALYSIS This phase consist of training need assessment, job analysis, and target audienceanalyses. 2. PLANNING This phase consist of setting goal of the learning outcome, instructional objectives that measures behavior of a participant after the training, types of training material, media selection, methods of evaluating the trainee, trainer and the training program, strategies to impart knowledge i.e. selection of content, sequencing of content, etc.

3. DEVELOPMENT This phase translates design decisions into training material. It consists of developing course material for the trainer including handouts, workbooks, visual aids, demonstration props, etc, course material for the trainee including handouts of summary. 4. EXECUTION This phase focuses on logistical arrangements, such as arranging speakers, equipments, benches, podium, food facilities, cooling, lighting, parking, and other training accessories. 5. EVALUATION The purpose of this phase is to make sure that the training program has achieved its aim in terms of subsequent work performance. This phase consists of identifying strengths and weaknesses and making necessary amendments to any of the previous stage in order.

The ISD model is a continuous process that lasts throughout the training program. It also highlights that feedback is an important phase throughout the entire training program. In this model, the output of one phase is an input to the next phase.

3.4) TRAINING DESIGN

The design of the training program can be undertaken only when a clear training objective has been produced. The training objective clears what goal has to be achieved by the end of training program i.e. what the trainees are expected to be able to do at the end of their training. Training objectives assist trainers to design the training program.

The trainer Before starting a training program, a trainer analyzes his technical, interpersonal, judgmental skills in order to deliver quality content to trainers.

The trainees A good training design requires close scrutiny of the trainees and their profiles. Age, experience, needs and expectations of the trainees are some of the important factors that affect training design.

Training climate A good training climate comprises of ambience, tone, feelings, positive perception for training program, etc. Therefore, when the climate is favorable nothing goes wrong but when the climate is unfavorable, almost everything goes wrong.

Trainees learning style the learning style, age, experience, educational background of trainees must be kept in mind in order to get the right pitch to the design of the program. Training strategies Once the training objective has been identified, the trainer translates it into specific training areas and modules. The trainer prepares the priority list.

Training topics After formulating a strategy, trainer decides upon the content to be delivered. Trainers break the content into headings, topics, ad modules. These topics and modules are then classified into information, knowledge, skills, and attitudes.

Sequence the contents Contents are then sequenced in a following manner:

From simple to complex

Topics are arranged in terms of their relative importance From known to unknown From specific to general Dependent relationship

Training tactics Once the objectives and the strategy of the training program becomes clear, trainer comes in the position to select most appropriate tactics or methods or techniques. The method selection depends on the following factors:

Trainees background Time allocated Style preference of trainer Level of competence of trainer Availability of facilities and resources, etc

3.5) TRAINING IMPLEMENTATION

To put training program into effect according to definite plan or procedure is calledtraining implementation. Training implementation is the hardest part of the system because one wrong step can lead to the failure of whole training program..

Training implementation can be segregated into:

Practical administrative arrangements Carrying out of the training

ImplementingTraining

Once the staff, course, content, equipments, topics are ready, the training is implemented. Completing training design does not mean that the work is done because implementation

phase requires continual adjusting, redesigning, and refining. Preparation is the most important factor to taste the success. Therefore, following are the factors that are kept in mind: The trainer The trainer need to be prepared mentally before the delivery of content. Trainer prepares materials and activities well in advance. The trainer also set grounds before meeting with participants by making sure that he is comfortable with course content and is flexible in his approach. Physical set-up Good physical set up is pre requisite for effective and successful training program because it makes the first impression on participants. Classrooms should not be very small or big but as nearly square as possible. This will bring people together both physically and psychologically. Also, right amount of space should be allocated to every participant. Establishing rapport with participants There are various ways by which a trainer can

establish good rapport with trainees by:

Greeting participants simple way to ease those initial tense moments Encouraging informal conversation Remembering their first name Pairing up the learners and have them familiarized with one another Listening carefully to trainees comments and opinions Telling the learners by what name the trainer wants to be addressed Getting to class before the arrival of learners Starting the class promptly at the scheduled time Using familiar examples Varying his instructional techniques Using the alternate approach if one seems to bog down

Reviewing the agenda At the beginning of the training program it is very important to review the program objective. The trainer must tell the participants the goal of the program, what is expected out of trainers to do at the end of the program, and how the program will run. The following information needs to be included:

Kinds of training activities Schedule Setting group norms Housekeeping arrangements Flow of the program Handling problematic situations

3.6) TRAINING EVALUATION

The process of examining a training program is called training evaluation. Training evaluationchecks whether training has had the desired effect. Training evaluation ensures that whether candidates are able to implement their learning in their respective workplaces.

Feedback: It helps in giving feedback to the candidates by defining the objectives and linkingoutcomes.

Research: It helps in ascertaining the relationship between acquired knowledge, transfer of knowledge at the work place, and training.

Control: It helps in controlling the training program because if the training is not effective, themaccordingly.

Power games: At times, the top management (higher authoritative employee) uses the evaluative data to manipulate it for their own benefits.

Intervention: It helps in determining that whether the actual outcomes are aligned with the expectedoutcomes.

ProcessTrainingEvaluation

Before Training: The learner's skills and knowledge are assessed before the training program. During the start of training, candidates generally perceive it as a waste of resources because at most of the times candidates are unaware of the objectives and learning outcomes of the program. Once aware, they are asked to give their opinions on the methods used and whether those methods confirm to the candidates preferences and learning style.

During Training: It is the phase at which instruction is started. This phase usually consist of shortintervals After Training: It is the phase when learners skills and knowledge are assessed again to measure the effectiveness of the training. This phase is designed to determine whether training has had the desired effect at individual department and organizational levels. There are various evaluation techniques for this phase.

TechniquesofEvaluation

The various methods of training evaluation are:

Observation Questionnaire Interview Self diaries Self recording of specific incidents

3.7) FACILITATION OF TRAINING

Motivation If the trainee is not motivated to learn, no learning is likely to occur no matter how good the training methods are, or how talented the trainees are. Therefore, it is important to intervene before training and provide them the information about the learning outcome that they can expect and how the learning outcome will help in achieving the objectives. This increases the motivation to learn and to be successful in training. Expectations Positive expectations matter a lot in a training program. If the trainee perceives the training as waste of time, and waste of resources, no learning is likely to occur. No learning is possible with negative perception. On the other hand, if the trainee believes and expects that the training would help him to improve upon his professional skills and would further help him in achieving his personal goals, the probability of training to meet the objective increases. Knowledge, Skills, and Attitudes (KSAs) It is important that the selected trainees should have the right KSAs for the training because even if the methods and contents of the training is good but the candidates do not have the right KSAs, the training program will fail. Also the training methods would not be effective if the candidates are lacking the desired skills. Therefore, proper selection technique is must that would ensure that hired have the requisite KSAs to be successful in training.

CHAPTER 4 TRAINING AND DEVOLOPMENT ADOPTED BY AMUL

Training and Development programme of Amul is an ongoing programme since its inception as it believes the development of the institution lies in the development of the people producer members. It organizes various training programmes based on the need and a few of these are as follows: Dairymen Training: This programme aims at building managerial skills of progressive farmers who have more than five milch animals to bring more success in their dairy husbandry.

Development Review: This programme aims at District Unions review of the comparative progress of five year programme of Dairy Co-operative Societies and suggests remedial measures.

This programme aims at building capacity in the Internal Consultants to discharge their duties as consultant as also change agent.

Self Managing Leadership Programme: Amul undertakes Self Managing Leadership Programme for women resource persons through Brahmakumari Iswariya Vishwa Vidyalaya at Mt. Abu to bring a value based approach in development process.

Amul Patrika: It is an in-house Newsletter distributed monthly to producer members to strengthen their knowledge on scientific animal husbandry practices, quality of milk and sharing success stories. Village Group Discussion: It aims at encouraging discussion among dairy farmers on scientific animal husbandry practices and its application. The discussions are facilitated by the Internal Consultant of District Union.

Zonal Meeting: This programme aims at review of internal audit on Quality Management System and Cleanliness of Dairy Co-operative Societies for continuous improvement. This helps in knowing achievements and identifying grey areas for improvement.

Amul Darshan: This programme aims at exposing producer members to various facets of dairy operations to keep them informed and aware of the development and adopt to good management practices in production of milk. The exposure visits include visit to Cattle Feed Plant, Dairy Plant, Chocolate Plant, Dairy

Demonstration Farm and presentation by the Co-operative Development Group.

VMS Workshops: This programme aims at to create a document on Vision, Mission and Strategy for Village Dairy Co-operative Societies. This process has helped to involve and develop dairy farmers for their future planning and review of the growth thereby improve their income and quality of life.

Milk Day Celebration: This programme aims at bringing together all members, including Chairman, Management Committee

Members and respective producer members of Dairy Co-operative Societies to identify and solve their problems. This programme is attended by the respective Board of Direct and Chairman from the District Union, Internal Consultant of Co-operative Department of District Union.

CHAPTER 5 DATA ANALYSES AND INTERPRETATION

Q1. HOW DID YOU RANK AMUL? a) 1 b) 2 c) 3 d) 4 e) 5
35 30 25 20 15 10 5 0 rank 1 rank 2 rank 3 rank 4 rank 5 Series1

INTERPRETATION: The chart shows Rank 1 was given to amul by 30% respondents , Rank 2 by 25% respondents, Rank 3 by 20% respondents, Rank 4 by 15% respondents and Rank 5 was given by 10% respondents to amul. Q2. ACCORDING TO YOU; WHAT IS A PURPOSE OF TRAINING? a) Knowledge & skill b) Career orientation

KNOWLEDGE & SKILL CAREER ORIENTATION

INTERPRETATION: The chart shows the purpose of training according to knowledge & skill is 70% which is given by respondents and according to career orientation is 30% which is given by respondents.

Q3. HOW MUCH YOU ARE SATISFIED WITH YOUR TRAINING SESSION? a) 5 b) c) d) e)
60 50 40 30 20 10 0 extreamly satisfied 5 4 3 2 1 dissatisfied Series1

Extremely satisfied

4 3 2 1

Dissatisfied

INTERPRETATION:The chart shows 50% respondents are extremely satisfied with training session and 15% respondents are dissatisfied with training session. Rank 4 is given 20% by respondents , Rank 3 given 5% by respondents and Rank 2 given 10% by respondents. Q4. WHAT IS YOUR OPINION ABOUT TRAINERS KNOWLEDGE? a) b) c) d) e) Poor Need improvement Fair Good Excellent 5% 5% 25% 50% 15%

poor need improvement fair good excellent

INTERPRETATION: The chart shows the opinion about trainers knowledge of poor was 5% given by respondents , need improvement was 5% given by respondents, fair was 25% given by

respondents , good was 50% given by respondents, and excellent was 15% given by respondents. Q5. WHAT THE CONTENT OF TRAINING WAS ADEQUATE? a) Yes b) No

yes no

INTERPRETATION: The chart shows the content of training was adequate 85% given by respondents and not adequate 15% by respondents. Q6. HOW MUCH YOU ARE SATISFIED WITH YOUR 8 DAYS TRAINING? a) 5 b) c) d) e)
60 50 40 30 20 10 0 extremaly satisfied 5 4 3 2 dissatified 1 Series1

Extremely satisfied

50% 10% 20% 5% 15%

4 3 2 1

Dissatisfied

INTERPRETATION: The chart shows 50% respondents are extremely satisfied with 8 days training, Rank 4 given by respondents is 10%, Rank 3 given by respondents is 20% , Rank 2 given by respondents is 5% and 1 dissatisfied given by respondents is 15%.

Q7. HOW MUCH TIME YOU ARE GOING TO DEDICATING IN TRAINING SESSION? a) Less than 4 days b) 6 days c) More than 6 days 40% 35% 25%

less than 4 days 6 days more than 6 days

INTERPRETATION: The chart shows Less than 4 days 40% respondents , 6 days 35% respondents and more than 6 days 25% respondents are going to dedicate there time in training session. Q8. ACCORDING TO YOU, WHAT SHOULD BE THE TENTATIVE TIME / CONVINIENT TIME FOR TRAINING? a) Morning b) Afternoon c) Evening 60% 30% 10%

morning afternoon evening

INTERPRETATION: The chart shows in morning 60% respondents , afternoon 30% respondents and in evening 10% respondents is the tentative time/convenient time for training.

Q9. ARE YOU INTERESTED IF THERE IS SATURDAY & SUNDAY BATCHES? a) YES b) NO 15% 85%

yes no

INTERPRETATION: The chart shows that 15% respondents are interested to attend in Saturday & Sunday batches and 85% respondents are not interested in attending those session. Q10. Have you ever tasted Amul Chocolate?

a.) Yes
b.) No

90 % 10 %

yes no

INTERPRETATION: The chart shows that 90% respondents have tasted Amul Chocolate, while still 10% have not tried Amul Chocolates.

Q11. Can you recall AMUL Chocolate advertisement? a.) Yes b.) No 32 % 68 %

yes no

INTERPRETATION: Here it was observed that only 32% respondents were able to recall Amul Chocolate advertisement. This shows how much Amul lags behind in promotional activities and advertisement. Therefore Amul must use strong promotional activities and advertisement in order to retain their potential consumers.

Q12. Which Chocolate do you like most? a.) Nestle b.) Cadbury c.) Amul d.) Any other 28% 58% 13% 01%

nestle cadbury amul any other

INTERPRETATION: We can clearly gauge from the pie chart that Cadbury being on the top slot with 58% market share dominates the chocolate market, followed by Nestle with 28% share, whereas Amul have only 13% market share and thus lags behind.

Q13. WHAT ADDITIONAL BENEFIT YOU LIKE TO HAVE? ______________________________________________________________________________ ______________________________________________________________________________ ________________________________________________.

CHAPTER 6 CONCLUSION
As we know that Amul is very big organization and market leader in dairy products. It has maximum market share in Milk, Butter and Cheese, which are its main/core products. As we know Amul is a co-operative organisaion but chocolate industry is a profitable industry we cant ignore it. With the help of research, company can find out its week points in chocolate product and can increase its market share through rectify mistakes. People have believed in Amuls product and they will accept its chocolates also if effective actions were taken. The survey resulted into following conclusions : 1. Amul must come up with new promotional activities such that people become aware about Amul Chocolates like Chocozoo, Bindaaz, and Fundoo. 2. Quality is the dominating aspect which influences consumer to purchase Amul product, but prompt availability of other chocolate brands and aggressive promotional activities by others influences the consumer towards them and also leads to increase sales. 3. In comparison to Amul Chocolate, the other players such as Cadbury, Nestle, and Perfetti provide a better availability and give competition to the hilt. 4. People are mostly satisfied with the overall quality of Amul Chocolate, but for the existence in the local market Amul must use aggressive selling techniques.

CHAPTER 7 FINDINGS & SUGGESSTION

FINDINGS 1. During the survey it was found that still there are 10% people who have not tasted Amul Chocolate. 2. Lake of Awareness in consumers. Many people are not know about Amul chocolates specially children and teenagers. 3. As I found that the main product of Amul is Milk and company firstly wants to capture maximum market share in milk market which is approx. 66%, after it Amul is concentrating upon butter & cheese which has market share of approx. 88%, so it is not concentrating upon chocolates. 4. When I interviewed people then many of the people can not recall Amul chocolate advertisement. It shows Lake of Advertisement or advertisement is not timely given or advertisement is not given on right time. 5. In its advertisement is not using any brand ambassador which attracts all age group people like Cadbury. 6. There is lake of Sales Promotional Activities i.e. free tattoo, extra weight, toys, quiz contest etc. 7. Cadbury is main competitor and strategically better performer then Amul. 8. I find the main thing is that Amul brand name has very good image in consumers mind and they consider it as Pure & Good Product. 9. People who have tasted Amul Chocolate are not ready to purchase the same again.

SUGGESTIONS 1. In order to maintain and increase the sales in the city of Ahmedabad, the following recommendations regarding Amul Chocolates; particularly regarding advertisement, distribution, promotional policies, etc, are hereby suggested: 2. 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 chocolate, which it should get.

3. Company should use brand ambassador which attracts

each age segment i.e. Saniya

Mirza, Shaktimaan, Amitabh Bacchan, Superman, Krrish, Jadoo etc. 4. Amul should give local advertisements apart from the advertisements given at the national level. Local advertisement must mention the exclusive Amul shops of the city. 5. 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. 6. Though Amul chocolate advertisements are rarely shown on television yet many people could recall it as per the data of research. It shows that there is only need to give advertisement only to rememorize customers. Because Amul is very strong brand name. 7. Company should launch chocolate in new attractive packing to change image of Amul chocolate in consumers mind. 8. Company should introduce sales promotion schemes like free weight, pranky, tattoo, contest, free gifts etc. 9. Advertisement can be done with the help of animations that attracts children and teenagers because chocolates are consumed largely in this segment. 10. Company should launch chocolates in new flavors like Mix Fruit , Pineapple, Elaichi, Coffee, Strawberry, Banana & Mango

LIMITATIONS 1. Limited time available for interviewing the respondents. As a result of this it was
not possible to gather full information about the respondents. 2. When I interviewed children and teenagers, sometimes they use to give answers under the influence of their parents or elder 3. As summer training is going under summer season so sometimes people are less interested in filling up questionnaire. 4. Sometimes the problem which I face is language problem for which I have to make them understand. 5. Non-cooperative approach and rude behavior of the respondents. 6. If the respondents answer does not falls between amongst the options given then it will turn up to be a biased answer.

ANNEXURE BIBLIOGRAPHY
Books : Subba Rao.P Essentials of Human Resource Management and Industrial Relations. Second edition, Himalaya publishing House, 1999. Kothari.C.R. Research Methodology, Second edition, Wishwa prakashan,1996. P.C.TRIPATHI Human Resource Development, Third edition, Sultan Chand & Sons, 2002. C.B GUPTA Human Resource Management. Second edition, Himalaya publishing House, 2000 T.N CHHABRA Human Resource Development, Third edition, Sultan Chand & Sons, 2002. S.N CHARY Human Resource Management, Second edition, Sultan Chand & Sons, 2002. Websites:http://www.scirbed.net/infinityrulz/module-1 -marketing-management-3052749 http://www.amul_ traing and devolopment..com/news-6.aspx http://www.theequitydesk.com/forum/forum_posts.asp?TID=1742 http://www.amul.com/traing and devolopment.aspx