109831292 Summer Internship Project Amul India

8/9/2019 109831292 Summer Internship Project Amul India

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EXECUTIVE SUMMARY

The project report titled “Acceptance of Amul products at retail level”.

This project report draws significant information about the Amul Retail Stores. The

customer‟s perception for the Amul products & the problem faced by the Retailers. It gives

the information that where the Amul need to improve the level of customer satisfaction and

the role of Retailers for the Amul product‟s distribution.

I have done my project under the guidance and supervision of Mr. Sahil Arora.

The analysis and conclusion was carried out from the data collected through various

primary and secondary resources (Market survey, Company Website namely

www.amul.com, Books, company‟s executives, e-Newspapers, e-Magazines, journals,

interviews and many other websites).


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ACKNOWLEDGEMENT

This report has been made possible through direct and indirect support of

various people for whom I wish to express my appreciation and gratitude.

I take this opportunity to express my sincere thanks to the management of Amul

located in wagholi pune, for providing me the opportunity to the carry out the

project in their organization.

I express my to Mr. Sahil Arora ( Territory sales incharge ) who inspire of this

pressing duties and responsibility has shown genuine interest in providing necessary

guidance regarding concept clarity of the project and rendered support at all stage of

the study.

I would like to give my special thanks to my respected mentor Mrs. Arathi Purohit

(IIEBM) for guiding me to make this project meaningful.

Yajurva Atmapujya

Indus Business School

(IIEBM)

Pune.


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Chapter-1 Introduction:

1.1 Project title : “Acceptance of Amul products at retail level”

Description: This project briefly covers market research on various Amul preferred

outlets and Amul parlours along with the Amul distributors.

Amul has justified its undisputed leadership in foods business by creating 6000 Amul

Preferred outlets in a record time which exclusively sell wide range of Amul products. This

has been possible dua to strong brand equity and immense Consumer support. Amul Parlor

are successfully operating in more than 1400 towns at high streets, residential areas,

Railway Stations, Bus Stations, Educational Institutions and a whole lot of center of

Excellence. “Amul Preferred Outlets are an excellent business opportunity for Budding

Entrepreneurs.


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Gujarat Co-operative Milk Marketing Federation (GCMMF), custodian of the Amul brand

is India‟s largest food products marketing organization. With its wide product Portfolio

GCMMF today has a turnover in excess of Rs. 9774 Cr. With a singular focus on marketing

and distribution, GCMMF today reaches consumers in all parts of the country. A state level

apex body of milk co-operatives in Gujarat, it has been an endeavor of GCMMF to provide

remunerative returns to the farmers and also serve the interest of consumers by providing

quality products which are good value for money. Today ice creams are equally popular

among children and grown-ups.

Amul are committed to produce wholesome and safe foods of excellent quality to remain

market leader through deployment of quality management systems, state-of-art-technology,

and innovation and eco-friendly operations to achieve delightment of customers and

betterment of milk producers. The dairy industries companies run mainly on the factors

such as availability, service frequency, affordability, taste and marketing. Availability is

plays a vital role

because purchasing power is depend upon availability of that product, in case distributors

and retailers service matter a lot. A retailer or retail store is any business enterprises whose

sales volume comes primarily from retailing.

Time frame: - 3rd May 2012 to 3rd July 2012

Time Period Project progress(work)


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Chapter-2 Company Profile:

INDUSTRY PROFILE:

Dairy is a place where handling of milk and milk products is done and technology refers to

the application of scientific knowledge for practical purposes. Dairy Technology has been

defined as that branch of dairy science, which deals with the processing of milk and the

manufacture of milk products on an industrial scale. The dairy sector in the India has shown

remarkable development in the past decade and India has now become one of the largest

producers of milk and value-added milk products in the world.

The dairy sector has developed through co-operatives

in many parts of the State. During 1997-98, the State had 60 milk processing plants with an

aggregate processing capacity of 5.8 million litres per day. In addition to these processing

plants, 123 Government and 33 co-operatives milk chilling centers operate in the State.

Also India today is the lowest cost producer of per litre

of milk in the world, at 27 cents, compared with the U.S' 63 cents, and Japan‟s $2.8 dollars.

Also to take advantage of this lowest cost of milk production and increasing production in

the country multinational companies are planning to expand their activities here. Some of

these milk producers have already obtained quality standard certificates from the


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authorities. This will help them in marketing their products in foreign countries in

processed form.

Research and Development in Dairy Industry:

The research and development need to the dairy industry to develop and survives for long

time with better status. The various institute and milk dairy companies R&D results provide

base for today‟s industry growth and development. The research and development of

products of dairy, like yogurt and cheese market research and company reports provides

insights into product and market trends, analysis opportunities, sales and marketing

strategies will help local milk unions to develop and spread worldwide through obtaining

this knowledge. Specific on market share, segmentation, size and growth in the US and

global markets are also helps industry to expand its market worldwide even small union

also.

Development of food Processing Industry:

The food processing industry sector in India is one of the largest in terms of production,

consumption, export and growth prospects. The government of accorded it is a high

priority, with a number of fiscal relieves and incentives, to encourage commercialization

and value addition to agriculture produce, for minimizing harvest wastage, generating

employment and export growth.

Food processing industry is providing backbone support to the milk industry.

The development food products by using milk can give good market opportunities to

produces milk.


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There are different sectors within the dairy industry that promise great

business investment opportunities:

Biotechnology:

The Indian cattle yield less milk as compared to their foreign counterparts. The Indian

cattle breeders are on the lookout for ways to improve their milk yield through cross-

breeding. Thus, there is a huge potential available for foreign investors to invest in dairy

cattle breeding of high-quality buffaloes with hybrid cows.

There is also great scope for investment in different dairy cultures, including dairy

biologics, enzymes, probiotics, and other coloring materials for food processing.

Producing biopreservative ingredients based on dairy fermentation, such as pediococcin,

acidophilic, Bulgarian, and Nissan contained in dairy powder, also promises great

investment opportunity.

Dairy/Food Processing Equipment:

Great potential lies for foreign investment for manufacturing and marketing of cost-

effective, top- quality food processing machinery.

Food Packaging Instruments:


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There is a tremendous investment opportunity for foreign investors in the manufacturing of

both machinery and packaging materials that aid the development of brand loyalty and

gives a clear edge in the marketing of dairy products.

Retailing:

Retailing of dairy products also promises great investment opportunities for standardization

and upgrading dairy products in the main metropolitan cities.

Manufacture of ingredients:

Several intredients are involved in the making of different dairy products like ghee,

condensed milk, and cheese, Manufacturing of ingredients for these products offers a great

potential for foreign investment.

Finished Products:

There is a great scope for investment in the manufacturing of finished dairy products such

as cheese souse and cheese powders.

2.2 PROBLEMS:


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India and China are two emerging economy in Asia. The Dairy and Food Processing

industry in India still have underdeveloped market and fragmented supply base. On the

other hand, the size of both, Markets and the suppliers are large. Also, the purchasing

power of the consumer and demand for health-based quality products is increasing at a fast

rate resulting in imbalance in demand- supply equilibrium.

HISTORY

Amul (Anand Milk Union Limited), formed in 1946, is a dairy cooperative movement in

India. It is a brand name managed by an apex cooperative organization, Gujarat Co-

operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by

some 2.6 million milk producers in Gujarat, India. It is based in Anand town of Gujarat and

has been a sterling example of a cooperative organization's success in the long term. The

Amul Pattern has established itself as a uniquely appropriate model for rural development.

Amul has spurred the White Revolution of India, which has made India the largest producer

of milk and milk products in the world. It is also the world's biggest vegetarian cheese

brand.

GCMMF

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

marketing organization. It is a state level apex body of milk cooperatives in Gujarat which

aims 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. In January 2006,


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Amul plans to launch India's first sports drink Stamina, which will be competing with Coca

Cola's Powerade and PepsiCo's Gatorade.

Achievement:

Amul: Asia s 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 the

trend setter in bringing and adapting the most modern technology to door steps to rural

farmers.

Amul created history in following areas:

A) First self motivated and autonomous farmers organization comprising of more than

5000000 marginal milk producers of Karla District.

b) Created Dairy co-operatives at village level functioning with milk collection centers

owned by them.

c) Computerized milk collection system with electronic scale and computerized accounting

system.

d) The first and only organization in world to get ISO 9000 standard for its farmer‟s co-

operatives.

e) First to produce milk from powder from surplus milk.

Amul is the live example of how co-operation amongst the poor marginal farmers can

provide means for the socio-economic development of the under privileged marginal

farmers.


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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), India s

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. Amul products are already

available on shelves across several countries, including the US, China, Australia, West

Asian countries and Africa

CURRENT PLAYERS IN THE INDUSTRY:

Amul (GCMMF, Gujarat) is the largest brand in the industry. Other regional brands (dairy

co-operatives): Aarey, Gokul, Warana (Maharashtra), Saras (Rajasthan),Verka(Punjab),

Vijaya (Andhra Pradesh), Avian (Tamil Nadu), Nandini (Karnataka), Mother Dairy (New

Delhi).

Mother Dairy (Delhi) and Bangalore Dairy (Nandini brand) have tie ups with GCMMF,

Anand.

Private sector dairies: JK Dairy, Heritage Foods, Indiana Dairy and Dairy Specialties.

Global Players: HLL, Britannia, Heinz, Kraft Foods, SmithKline Beecham, Nestle etc

AMUL TODAY

The Gujarat Cooperative Milk Marketing Federation (GCMMF) which markets the

popular Amul brand of milk and dairy products crosses the 2 billion dollar sales turnover

mark. During the financial year 2010-11, GCMMF registered a top line growth of 22.1%,

achieving turnover of Rs 9774 crores.


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The results of the apex body of the dairy cooperatives in Gujarat were declared on 21st

June 2011, in the 37th Annual General Meeting of GCMMF.

GCMMF: An Overview

Sales Turnover Rs (million) US $ (in millions)

1994-95 11140 355

1995-96 13790 400

1996-97 15540 450

1997-98 18840 455

1998-99 22192 493

1999-00 22185 493

2000-01 22588 500

2001-02 23365 500

2002-03 27457 575

2003-04 28941 616

2004-05 29225 672

2005-06 37736 850

2006-07 42778 1050


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2007-08 52554 1325

2008-09 67113 1504

2009-10 80053 1700

2010-11

2011-12

97642

116680

2172

2500

Graphical Presentation:

0

20000

40000

60000

80000

100000

120000

140000

1 9 9 4 - 9 5

1 9 9 5 - 9 6

1 9 9 6 - 9 7

1 9 9 7 - 9 8

1 9 9 8 - 9 9

1 9 9 9 - 0 0

2 0 0 0 - 0 1

2 0 0 1 - 0 2

2 0 0 2 - 0 3

2 0 0 3 - 0 4

2 0 0 4 - 0 5

2 0 0 5 - 0 6

2 0 0 6 - 0 7

2 0 0 7 - 0 8

2 0 0 8 - 0 9

2 0 0 9 - 1 0

2 0 1 0 - 1 1

2 0 1 1 - 1 2

Rs (million)

US $ (in million)


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HEAD OFFICE:

Gujarat Cooperative Milk Marketing Federation Ltd.

Amul Dairy Road,

P B No.10, Anand – 388001,

Gujarat, India.

VISION:

- Liberate our farmers from economic oppression and lead them to prosperity

MISSION 2020:

- Dairy cooperatives of Gujarat turnover of Rs. 27000 crores by the year 2020.

- To satisfy the taste and nutritional requirements of the consumers and increasing numbers

of these consumers today are to be found only at the large format stores. Hence, in order to

reach these consumers, we need to form equitable alliances with organized retail chains

wherever possible.

Objective:

Is to ensure that the maximum share of the consumer‟s rupee goes back to the milk

producers.


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Future Plan:

Expansion of distribution network, creative marketing, consumer education and product

innovation, we will leverage effectively on rising income levels and growing affluence

among Indian consumers.

Tapping the rising demand for new value-added products.

Milk shed area will increase to 231 lakh kg per day (23.1 million kg per day), at an annual

growth rate of 4%

Installing Bulk Milk Chillers and Automatic Milk Collection Systems in all our village

cooperative societies.

Collect as much as 195 lakh kg per day (19.5 million kg per day) of milk in the peak flush

season.

Satellite dairies with combined processing and liquid milk packaging capacity of 50 LKPD

will be established in major metro market

We plan to double to processing capacity of our dairy plants to 20.7 million kg per day, by

2020

Milk drying capacity will also be enhanced by 200 MT‟s per day

Plan to expand our cattle feed manufacturing capacity, more than four times to 12,000

MT‟s per day, by 2020.

Total investments envisaged for creating all the required infrastructure would be Rs. 2,600

crores (Rs. 26 billion) till the year 2020

The Product Range


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Breadspreads Amul Butter, Amul Lite, Delicious Table Margarine

Cheese Range

Amul Pasteurized Processed Cheddar Cheese, Amul Processed Cheese

Spread, Amul Pizza (Mozarella) Cheese,Amul Emmental Cheese,

Amul Gouda Cheese, Amul Malai Paneer (cottage cheese), Utterly

Delicious Pizza

Fresh Milk

Amul Gold Full Cream Milk 6% fat, Amul Shakti Standardised Milk

4.5% Fat, Amul Taaza Toned Milk 3% fat, Amul Slim & Trim, Amul

Cow Milk

UHT Milk Range

Amul Gold 4.5% fat Milk, Amul Shakti 3% fat Milk, Amul Taaza

1.5% fat Milk, Amul Lite Slim-n-Trim Milk, Amul Fresh Cream

Milk Powders

Amul Full Cream Milk Powder, Amulya Dairy Whitener, Sagar

Skimmed Milk Powder, Amulspray Infant Milk Food, Sagar Tea and

Coffee Whitener

Milk Drink

Amul Kool Flavored Milk, Amul Kool Café, Amul Kool Koko,Amul

Kool Milk Shaake, Amul Kool Chocolate Milk,Nutramul Energy Drink

Health Drink Stamina Instant Energy Drink

Brown Beverage Nutramul Malted Milk Food

Curd Products

Amul Masti Dahi (fresh curd), Amul Masti Spiced Butter Milk,Amul

Lassee, Amul Flaavyo Yoghurt

Pure Ghee Amul Pure Ghee, Sagar Pure Ghee

Sweetened Condensed

Milk

Amul Mithaimate


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Mithaee Range (Ethnic

Sweets)

Amul Shrikhand, Amul Mithaee Gulab jamuns, Amul Basundi,Avsar

Ladoos

Ice-cream Sundae Range, probiotic,,sugarfree and probiotic

Chocolate &

Confectionery

Amul Milk Chocolate, Amul Fruit & Nut Chocolate, Amul Chocozoo,

Amul Bindass, Amul Fundoo

Butter Margarine Amul lite Cheese

Cheese Spread Paneer Pizza Cheese Pizza

Tetra milk Pouch milk Chocolates Milk shake

Flavored Milk Buttermilk Lassi Amulya

http://www.amul.com/powder-dairy.htmlhttp://www.amul.com/desserts-lassee.htmlhttp://www.amul.com/fresh-masti.htmlhttp://www.amul.com/fresh-flavoured.htmlhttp://www.amul.com/amulkoolmillkshaake.htmlhttp://www.amul.com/desserts-chocolates.htmlhttp://www.amul.com/fresh-fmilk.htmlhttp://www.amul.com/fresh-tazza.htmlhttp://www.amul.com/cooking-pizza.htmlhttp://www.amul.com/cooking-butter.htmlhttp://www.amul.com/cooking-paneer.htmlhttp://www.amul.com/cheese-spreads.htmlhttp://www.amul.com/cheese-cheddar.htmlhttp://www.amul.com/bread-lite.htmlhttp://www.amul.com/bread-delicious.htmlhttp://www.amul.com/bread-butter.htmlhttp://www.amul.com/powder-dairy.htmlhttp://www.amul.com/desserts-lassee.htmlhttp://www.amul.com/fresh-masti.htmlhttp://www.amul.com/fresh-flavoured.htmlhttp://www.amul.com/amulkoolmillkshaake.htmlhttp://www.amul.com/desserts-chocolates.htmlhttp://www.amul.com/fresh-fmilk.htmlhttp://www.amul.com/fresh-tazza.htmlhttp://www.amul.com/cooking-pizza.htmlhttp://www.amul.com/cooking-butter.htmlhttp://www.amul.com/cooking-paneer.htmlhttp://www.amul.com/cheese-spreads.htmlhttp://www.amul.com/cheese-cheddar.htmlhttp://www.amul.com/bread-lite.htmlhttp://www.amul.com/bread-delicious.htmlhttp://www.amul.com/bread-butter.htmlhttp://www.amul.com/powder-dairy.htmlhttp://www.amul.com/desserts-lassee.htmlhttp://www.amul.com/fresh-masti.htmlhttp://www.amul.com/fresh-flavoured.htmlhttp://www.amul.com/amulkoolmillkshaake.htmlhttp://www.amul.com/desserts-chocolates.htmlhttp://www.amul.com/fresh-fmilk.htmlhttp://www.amul.com/fresh-tazza.htmlhttp://www.amul.com/cooking-pizza.htmlhttp://www.amul.com/cooking-butter.htmlhttp://www.amul.com/cooking-paneer.htmlhttp://www.amul.com/cheese-spreads.htmlhttp://www.amul.com/cheese-cheddar.htmlhttp://www.amul.com/bread-lite.htmlhttp://www.amul.com/bread-delicious.htmlhttp://www.amul.com/bread-butter.htmlhttp://www.amul.com/powder-dairy.htmlhttp://www.amul.com/desserts-lassee.htmlhttp://www.amul.com/fresh-masti.htmlhttp://www.amul.com/fresh-flavoured.htmlhttp://www.amul.com/amulkoolmillkshaake.htmlhttp://www.amul.com/desserts-chocolates.htmlhttp://www.amul.com/fresh-fmilk.htmlhttp://www.amul.com/fresh-tazza.htmlhttp://www.amul.com/cooking-pizza.htmlhttp://www.amul.com/cooking-butter.htmlhttp://www.amul.com/cooking-paneer.htmlhttp://www.amul.com/cheese-spreads.htmlhttp://www.amul.com/cheese-cheddar.htmlhttp://www.amul.com/bread-lite.htmlhttp://www.amul.com/bread-delicious.htmlhttp://www.amul.com/bread-butter.htmlhttp://www.amul.com/powder-dairy.htmlhttp://www.amul.com/desserts-lassee.htmlhttp://www.amul.com/fresh-masti.htmlhttp://www.amul.com/fresh-flavoured.htmlhttp://www.amul.com/amulkoolmillkshaake.htmlhttp://www.amul.com/desserts-chocolates.htmlhttp://www.amul.com/fresh-fmilk.htmlhttp://www.amul.com/fresh-tazza.htmlhttp://www.amul.com/cooking-pizza.htmlhttp://www.amul.com/cooking-butter.htmlhttp://www.amul.com/cooking-paneer.htmlhttp://www.amul.com/cheese-spreads.htmlhttp://www.amul.com/cheese-cheddar.htmlhttp://www.amul.com/bread-lite.htmlhttp://www.amul.com/bread-delicious.htmlhttp://www.amul.com/bread-butter.htmlhttp://www.amul.com/powder-dairy.htmlhttp://www.amul.com/desserts-lassee.htmlhttp://www.amul.com/fresh-masti.htmlhttp://www.amul.com/fresh-flavoured.htmlhttp://www.amul.com/amulkoolmillkshaake.htmlhttp://www.amul.com/desserts-chocolates.htmlhttp://www.amul.com/fresh-fmilk.htmlhttp://www.amul.com/fresh-tazza.htmlhttp://www.amul.com/cooking-pizza.htmlhttp://www.amul.com/cooking-butter.htmlhttp://www.amul.com/cooking-paneer.htmlhttp://www.amul.com/cheese-spreads.htmlhttp://www.amul.com/cheese-cheddar.htmlhttp://www.amul.com/bread-lite.htmlhttp://www.amul.com/bread-delicious.htmlhttp://www.amul.com/bread-butter.htmlhttp://www.amul.com/powder-dairy.htmlhttp://www.amul.com/desserts-lassee.htmlhttp://www.amul.com/fresh-masti.htmlhttp://www.amul.com/fresh-flavoured.htmlhttp://www.amul.com/amulkoolmillkshaake.htmlhttp://www.amul.com/desserts-chocolates.htmlhttp://www.amul.com/fresh-fmilk.htmlhttp://www.amul.com/fresh-tazza.htmlhttp://www.amul.com/cooking-pizza.htmlhttp://www.amul.com/cooking-butter.htmlhttp://www.amul.com/cooking-paneer.htmlhttp://www.amul.com/cheese-spreads.htmlhttp://www.amul.com/cheese-cheddar.htmlhttp://www.amul.com/bread-lite.htmlhttp://www.amul.com/bread-delicious.htmlhttp://www.amul.com/bread-butter.htmlhttp://www.amul.com/powder-dairy.htmlhttp://www.amul.com/desserts-lassee.htmlhttp://www.amul.com/fresh-masti.htmlhttp://www.amul.com/fresh-flavoured.htmlhttp://www.amul.com/amulkoolmillkshaake.htmlhttp://www.amul.com/desserts-chocolates.htmlhttp://www.amul.com/fresh-fmilk.htmlhttp://www.amul.com/fresh-tazza.htmlhttp://www.amul.com/cooking-pizza.htmlhttp://www.amul.com/cooking-butter.htmlhttp://www.amul.com/cooking-paneer.htmlhttp://www.amul.com/cheese-spreads.htmlhttp://www.amul.com/cheese-cheddar.htmlhttp://www.amul.com/bread-lite.htmlhttp://www.amul.com/bread-delicious.htmlhttp://www.amul.com/bread-butter.htmlhttp://www.amul.com/powder-dairy.htmlhttp://www.amul.com/desserts-lassee.htmlhttp://www.amul.com/fresh-masti.htmlhttp://www.amul.com/fresh-flavoured.htmlhttp://www.amul.com/amulkoolmillkshaake.htmlhttp://www.amul.com/desserts-chocolates.htmlhttp://www.amul.com/fresh-fmilk.htmlhttp://www.amul.com/fresh-tazza.htmlhttp://www.amul.com/cooking-pizza.htmlhttp://www.amul.com/cooking-butter.htmlhttp://www.amul.com/cooking-paneer.htmlhttp://www.amul.com/cheese-spreads.htmlhttp://www.amul.com/cheese-cheddar.htmlhttp://www.amul.com/bread-lite.htmlhttp://www.amul.com/bread-delicious.htmlhttp://www.amul.com/bread-butter.htmlhttp://www.amul.com/powder-dairy.htmlhttp://www.amul.com/desserts-lassee.htmlhttp://www.amul.com/fresh-masti.htmlhttp://www.amul.com/fresh-flavoured.htmlhttp://www.amul.com/amulkoolmillkshaake.htmlhttp://www.amul.com/desserts-chocolates.htmlhttp://www.amul.com/fresh-fmilk.htmlhttp://www.amul.com/fresh-tazza.htmlhttp://www.amul.com/cooking-pizza.htmlhttp://www.amul.com/cooking-butter.htmlhttp://www.amul.com/cooking-paneer.htmlhttp://www.amul.com/cheese-spreads.htmlhttp://www.amul.com/cheese-cheddar.htmlhttp://www.amul.com/bread-lite.htmlhttp://www.amul.com/bread-delicious.htmlhttp://www.amul.com/bread-butter.htmlhttp://www.amul.com/powder-dairy.htmlhttp://www.amul.com/desserts-lassee.htmlhttp://www.amul.com/fresh-masti.htmlhttp://www.amul.com/fresh-flavoured.htmlhttp://www.amul.com/amulkoolmillkshaake.htmlhttp://www.amul.com/desserts-chocolates.htmlhttp://www.amul.com/fresh-fmilk.htmlhttp://www.amul.com/fresh-tazza.htmlhttp://www.amul.com/cooking-pizza.htmlhttp://www.amul.com/cooking-butter.htmlhttp://www.amul.com/cooking-paneer.htmlhttp://www.amul.com/cheese-spreads.htmlhttp://www.amul.com/cheese-cheddar.htmlhttp://www.amul.com/bread-lite.htmlhttp://www.amul.com/bread-delicious.htmlhttp://www.amul.com/bread-butter.htmlhttp://www.amul.com/powder-dairy.htmlhttp://www.amul.com/desserts-lassee.htmlhttp://www.amul.com/fresh-masti.htmlhttp://www.amul.com/fresh-flavoured.htmlhttp://www.amul.com/amulkoolmillkshaake.htmlhttp://www.amul.com/desserts-chocolates.htmlhttp://www.amul.com/fresh-fmilk.htmlhttp://www.amul.com/fresh-tazza.htmlhttp://www.amul.com/cooking-pizza.htmlhttp://www.amul.com/cooking-butter.htmlhttp://www.amul.com/cooking-paneer.htmlhttp://www.amul.com/cheese-spreads.htmlhttp://www.amul.com/cheese-cheddar.htmlhttp://www.amul.com/bread-lite.htmlhttp://www.amul.com/bread-delicious.htmlhttp://www.amul.com/bread-butter.htmlhttp://www.amul.com/powder-dairy.htmlhttp://www.amul.com/desserts-lassee.htmlhttp://www.amul.com/fresh-masti.htmlhttp://www.amul.com/fresh-flavoured.htmlhttp://www.amul.com/amulkoolmillkshaake.htmlhttp://www.amul.com/desserts-chocolates.htmlhttp://www.amul.com/fresh-fmilk.htmlhttp://www.amul.com/fresh-tazza.htmlhttp://www.amul.com/cooking-pizza.htmlhttp://www.amul.com/cooking-butter.htmlhttp://www.amul.com/cooking-paneer.htmlhttp://www.amul.com/cheese-spreads.htmlhttp://www.amul.com/cheese-cheddar.htmlhttp://www.amul.com/bread-lite.htmlhttp://www.amul.com/bread-delicious.htmlhttp://www.amul.com/bread-butter.htmlhttp://www.amul.com/powder-dairy.htmlhttp://www.amul.com/desserts-lassee.htmlhttp://www.amul.com/fresh-masti.htmlhttp://www.amul.com/fresh-flavoured.htmlhttp://www.amul.com/amulkoolmillkshaake.htmlhttp://www.amul.com/desserts-chocolates.htmlhttp://www.amul.com/fresh-fmilk.htmlhttp://www.amul.com/fresh-tazza.htmlhttp://www.amul.com/cooking-pizza.htmlhttp://www.amul.com/cooking-butter.htmlhttp://www.amul.com/cooking-paneer.htmlhttp://www.amul.com/cheese-spreads.htmlhttp://www.amul.com/cheese-cheddar.htmlhttp://www.amul.com/bread-lite.htmlhttp://www.amul.com/bread-delicious.htmlhttp://www.amul.com/bread-butter.htmlhttp://www.amul.com/powder-dairy.htmlhttp://www.amul.com/desserts-lassee.htmlhttp://www.amul.com/fresh-masti.htmlhttp://www.amul.com/fresh-flavoured.htmlhttp://www.amul.com/amulkoolmillkshaake.htmlhttp://www.amul.com/desserts-chocolates.htmlhttp://www.amul.com/fresh-fmilk.htmlhttp://www.amul.com/fresh-tazza.htmlhttp://www.amul.com/cooking-pizza.htmlhttp://www.amul.com/cooking-butter.htmlhttp://www.amul.com/cooking-paneer.htmlhttp://www.amul.com/cheese-spreads.htmlhttp://www.amul.com/cheese-cheddar.htmlhttp://www.amul.com/bread-lite.htmlhttp://www.amul.com/bread-delicious.htmlhttp://www.amul.com/bread-butter.htmlhttp://www.amul.com/powder-dairy.htmlhttp://www.amul.com/desserts-lassee.htmlhttp://www.amul.com/fresh-masti.htmlhttp://www.amul.com/fresh-flavoured.htmlhttp://www.amul.com/amulkoolmillkshaake.htmlhttp://www.amul.com/desserts-chocolates.htmlhttp://www.amul.com/fresh-fmilk.htmlhttp://www.amul.com/fresh-tazza.htmlhttp://www.amul.com/cooking-pizza.htmlhttp://www.amul.com/cooking-butter.htmlhttp://www.amul.com/cooking-paneer.htmlhttp://www.amul.com/cheese-spreads.htmlhttp://www.amul.com/cheese-cheddar.htmlhttp://www.amul.com/bread-lite.htmlhttp://www.amul.com/bread-delicious.htmlhttp://www.amul.com/bread-butter.htmlhttp://www.amul.com/powder-dairy.htmlhttp://www.amul.com/desserts-lassee.htmlhttp://www.amul.com/fresh-masti.htmlhttp://www.amul.com/fresh-flavoured.htmlhttp://www.amul.com/amulkoolmillkshaake.htmlhttp://www.amul.com/desserts-chocolates.htmlhttp://www.amul.com/fresh-fmilk.htmlhttp://www.amul.com/fresh-tazza.htmlhttp://www.amul.com/cooking-pizza.htmlhttp://www.amul.com/cooking-butter.htmlhttp://www.amul.com/cooking-paneer.htmlhttp://www.amul.com/cheese-spreads.htmlhttp://www.amul.com/cheese-cheddar.htmlhttp://www.amul.com/bread-lite.htmlhttp://www.amul.com/bread-delicious.htmlhttp://www.amul.com/bread-butter.html


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Table: List of products marketed by GCMMF under brand name Amul

COMPETITION:

PRODUCTS MAJOR COMPETITORS

Cheese range Britannia cheese, Mother Dairy Cheese,

Gowardhan, Kraft

Mithaee Range (Ethenic sweets) Haldirams

Milk Range Mother Dairy, Nestle, Aarey, Gokul

Amul Ice-creams Quality Walls, Mother Dairy, Pastonjee,

Vadilal

Amul spray SMP Nutramul Ghee

Mithai Mate Basundi Gulabjamun Fresh cream

Ice cream Shrikhand Dahi Yogurt

http://www.amul.com/desserts-yogi-yoghurt.htmlhttp://www.amul.com/cooking-mastidahi.htmlhttp://www.amul.com/desserts-shrikhand.htmlhttp://www.amulicecream.in/http://www.amul.com/fresh-cream.htmlhttp://www.amul.com/desserts-gulabjamun.htmlhttp://www.amul.com/desserts-basundi.htmlhttp://www.amul.com/cooking-mithai.htmlhttp://www.amul.com/cooking-sagar.htmlhttp://www.amul.com/healthy-nutramul.htmlhttp://www.amul.com/powder-milkpowder.htmlhttp://www.amul.com/powder-milkfood.htmlhttp://www.amul.com/desserts-yogi-yoghurt.htmlhttp://www.amul.com/cooking-mastidahi.htmlhttp://www.amul.com/desserts-shrikhand.htmlhttp://www.amulicecream.in/http://www.amul.com/fresh-cream.htmlhttp://www.amul.com/desserts-gulabjamun.htmlhttp://www.amul.com/desserts-basundi.htmlhttp://www.amul.com/cooking-mithai.htmlhttp://www.amul.com/cooking-sagar.htmlhttp://www.amul.com/healthy-nutramul.htmlhttp://www.amul.com/powder-milkpowder.htmlhttp://www.amul.com/powder-milkfood.htmlhttp://www.amul.com/desserts-yogi-yoghurt.htmlhttp://www.amul.com/cooking-mastidahi.htmlhttp://www.amul.com/desserts-shrikhand.htmlhttp://www.amulicecream.in/http://www.amul.com/fresh-cream.htmlhttp://www.amul.com/desserts-gulabjamun.htmlhttp://www.amul.com/desserts-basundi.htmlhttp://www.amul.com/cooking-mithai.htmlhttp://www.amul.com/cooking-sagar.htmlhttp://www.amul.com/healthy-nutramul.htmlhttp://www.amul.com/powder-milkpowder.htmlhttp://www.amul.com/powder-milkfood.htmlhttp://www.amul.com/desserts-yogi-yoghurt.htmlhttp://www.amul.com/cooking-mastidahi.htmlhttp://www.amul.com/desserts-shrikhand.htmlhttp://www.amulicecream.in/http://www.amul.com/fresh-cream.htmlhttp://www.amul.com/desserts-gulabjamun.htmlhttp://www.amul.com/desserts-basundi.htmlhttp://www.amul.com/cooking-mithai.htmlhttp://www.amul.com/cooking-sagar.htmlhttp://www.amul.com/healthy-nutramul.htmlhttp://www.amul.com/powder-milkpowder.htmlhttp://www.amul.com/powder-milkfood.htmlhttp://www.amul.com/desserts-yogi-yoghurt.htmlhttp://www.amul.com/cooking-mastidahi.htmlhttp://www.amul.com/desserts-shrikhand.htmlhttp://www.amulicecream.in/http://www.amul.com/fresh-cream.htmlhttp://www.amul.com/desserts-gulabjamun.htmlhttp://www.amul.com/desserts-basundi.htmlhttp://www.amul.com/cooking-mithai.htmlhttp://www.amul.com/cooking-sagar.htmlhttp://www.amul.com/healthy-nutramul.htmlhttp://www.amul.com/powder-milkpowder.htmlhttp://www.amul.com/powder-milkfood.htmlhttp://www.amul.com/desserts-yogi-yoghurt.htmlhttp://www.amul.com/cooking-mastidahi.htmlhttp://www.amul.com/desserts-shrikhand.htmlhttp://www.amulicecream.in/http://www.amul.com/fresh-cream.htmlhttp://www.amul.com/desserts-gulabjamun.htmlhttp://www.amul.com/desserts-basundi.htmlhttp://www.amul.com/cooking-mithai.htmlhttp://www.amul.com/cooking-sagar.htmlhttp://www.amul.com/healthy-nutramul.htmlhttp://www.amul.com/powder-milkpowder.htmlhttp://www.amul.com/powder-milkfood.htmlhttp://www.amul.com/desserts-yogi-yoghurt.htmlhttp://www.amul.com/cooking-mastidahi.htmlhttp://www.amul.com/desserts-shrikhand.htmlhttp://www.amulicecream.in/http://www.amul.com/fresh-cream.htmlhttp://www.amul.com/desserts-gulabjamun.htmlhttp://www.amul.com/desserts-basundi.htmlhttp://www.amul.com/cooking-mithai.htmlhttp://www.amul.com/cooking-sagar.htmlhttp://www.amul.com/healthy-nutramul.htmlhttp://www.amul.com/powder-milkpowder.htmlhttp://www.amul.com/powder-milkfood.htmlhttp://www.amul.com/desserts-yogi-yoghurt.htmlhttp://www.amul.com/cooking-mastidahi.htmlhttp://www.amul.com/desserts-shrikhand.htmlhttp://www.amulicecream.in/http://www.amul.com/fresh-cream.htmlhttp://www.amul.com/desserts-gulabjamun.htmlhttp://www.amul.com/desserts-basundi.htmlhttp://www.amul.com/cooking-mithai.htmlhttp://www.amul.com/cooking-sagar.htmlhttp://www.amul.com/healthy-nutramul.htmlhttp://www.amul.com/powder-milkpowder.htmlhttp://www.amul.com/powder-milkfood.htmlhttp://www.amul.com/desserts-yogi-yoghurt.htmlhttp://www.amul.com/cooking-mastidahi.htmlhttp://www.amul.com/desserts-shrikhand.htmlhttp://www.amulicecream.in/http://www.amul.com/fresh-cream.htmlhttp://www.amul.com/desserts-gulabjamun.htmlhttp://www.amul.com/desserts-basundi.htmlhttp://www.amul.com/cooking-mithai.htmlhttp://www.amul.com/cooking-sagar.htmlhttp://www.amul.com/healthy-nutramul.htmlhttp://www.amul.com/powder-milkpowder.htmlhttp://www.amul.com/powder-milkfood.htmlhttp://www.amul.com/desserts-yogi-yoghurt.htmlhttp://www.amul.com/cooking-mastidahi.htmlhttp://www.amul.com/desserts-shrikhand.htmlhttp://www.amulicecream.in/http://www.amul.com/fresh-cream.htmlhttp://www.amul.com/desserts-gulabjamun.htmlhttp://www.amul.com/desserts-basundi.htmlhttp://www.amul.com/cooking-mithai.htmlhttp://www.amul.com/cooking-sagar.htmlhttp://www.amul.com/healthy-nutramul.htmlhttp://www.amul.com/powder-milkpowder.htmlhttp://www.amul.com/powder-milkfood.htmlhttp://www.amul.com/desserts-yogi-yoghurt.htmlhttp://www.amul.com/cooking-mastidahi.htmlhttp://www.amul.com/desserts-shrikhand.htmlhttp://www.amulicecream.in/http://www.amul.com/fresh-cream.htmlhttp://www.amul.com/desserts-gulabjamun.htmlhttp://www.amul.com/desserts-basundi.htmlhttp://www.amul.com/cooking-mithai.htmlhttp://www.amul.com/cooking-sagar.htmlhttp://www.amul.com/healthy-nutramul.htmlhttp://www.amul.com/powder-milkpowder.htmlhttp://www.amul.com/powder-milkfood.htmlhttp://www.amul.com/desserts-yogi-yoghurt.htmlhttp://www.amul.com/cooking-mastidahi.htmlhttp://www.amul.com/desserts-shrikhand.htmlhttp://www.amulicecream.in/http://www.amul.com/fresh-cream.htmlhttp://www.amul.com/desserts-gulabjamun.htmlhttp://www.amul.com/desserts-basundi.htmlhttp://www.amul.com/cooking-mithai.htmlhttp://www.amul.com/cooking-sagar.htmlhttp://www.amul.com/healthy-nutramul.htmlhttp://www.amul.com/powder-milkpowder.htmlhttp://www.amul.com/powder-milkfood.htmlhttp://www.amul.com/desserts-yogi-yoghurt.htmlhttp://www.amul.com/cooking-mastidahi.htmlhttp://www.amul.com/desserts-shrikhand.htmlhttp://www.amulicecream.in/http://www.amul.com/fresh-cream.htmlhttp://www.amul.com/desserts-gulabjamun.htmlhttp://www.amul.com/desserts-basundi.htmlhttp://www.amul.com/cooking-mithai.htmlhttp://www.amul.com/cooking-sagar.htmlhttp://www.amul.com/healthy-nutramul.htmlhttp://www.amul.com/powder-milkpowder.htmlhttp://www.amul.com/powder-milkfood.html


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Chocolates & confectionery Cadbury, Nestle, Parle

Table: Major competitors of Amul

SERVICES:

GCMMF is sole marketer of all products under brand AMUL and SAGAAR.

It is also the sole selling agent for the National Dairy Development Board‟s (NDDB) edible

oil – „DHARA‟.

GCMMF is India's largest exporter of Dairy Products. It has been accorded a "Trading

House" status. GCMMF has received the APEDA Award from Government of India for

Excellence in Dairy Product Exports for the last 13 years.

CLIENTS:

Major clients are the five stars hotels (TAJ, Oberoi etc.) and big restaurants throughout the

country.

Many of Amul‟s products are now available in the USA, Gulf Countries and Singapore.


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1. Indian Institute of Management, Ahmedabad

2. New Delhi Railway Station PF6/7 & PF10/11

3. National Institute of Design

4. Infosys Technologies in Bangalore, Mysore & Pune

5. Wipro, Bangalore

6. Indian Institute of Management, Kolkata

7. Ahmedabad Airport

8. Koyambedu Bus Station, Tamilnadu

9. Savitha Dental College, Chennai

10. IIT, Guwahati

"Amul Preferred Outlets are an excellent business opportunity for budding entrepreneurs.

To have a better idea please go through the following:

1. The criteria for selection of APOs would be –

a. Visibility - How prominent is the location of your shop?

b. Shop area: 100 - 300 sq. ft.

c. Good Business potential

d. Exclusive Amul outlet - no other products are to be sold


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Amul Scooping Parlours:-

India a booming ice cream market up for grabs

Today ice creams are equally popular among children and grown-ups.

Eating ice creams have become an occasion for celebration. In India

alone, the organized ice cream industry has a turnover of around

Rs. 1000 Cr. and the market is witnessing a booming growth rate

of 12-15% annually.

Per capita consumption of ice creams in India is around 250 ml compared to 23 litres in the

US, 18 litres in Australia, 14 litres in Sweden and 800 ml even in neighbouring Pakistan.

This presents a huge opportunity for organized players in the ice cream industry.


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Amul - the leader in Ice Creams

Since its launch in 1996, Amul Ice Creams have consistently combated

Competition like Kwality Walls, Mother Dairy and other brands. The

customers have shown huge faith in the quality of Amul Ice Creams

and today it‟s the No. 1 ice cream brand of the country.

Nearly 4 times as large as its nearest competitor, it is now the only national brand. Amul

has been able to write such a success story because of the quality of its products, economic

pricing and the belief consumers have in the brand.

Amul Ice Creams - Melting point for taste buds

While growing at a phenomenal pace, Amul has always taken

Care to offer delectable flavours to all age groups across the society.

Over the years, Amul has added diverse flavours to its range of ice

Creams so that one can have variety of choices.

Amul offers a selection of almost 220 products with flavours ranging

from exotic Honey Banana to Kesar Pista and many more. Apart from

the delicious individual novelties Amul also have ice creams for the health conscious. In

January 2007, Amul introduced Sugar Free & ProLife Probiotic Wellness Ice Cream which

was a first in India.


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Chapter-4 Objectives of the study:

Primary Objectives:-

1. An audit on standard operation procedures at Amul Retail Store.

2. To improve existing retail network of Amul product.

3. To understand the problem faced by Retailer holder pertaining to selling & storage of

Amul products.

4. To evaluate customer response toward Amul Retail Stores.

Secondary Objectives:-

1. To create consumer awareness about Amul.

2. Effectiveness of “Visy Cooler” (Cold Storage Machine provided by AMUL at a

charge):

3. How many Retailers effectively use Visy Cooler?

4. Impact of Visy Coolers on sales.


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Chapter-5 Scope of the study:

1. The study includes Dairy Retail store observation and audit.

2. Understanding the distribution channel of Amul products.

3. The study will help in enhancing distribution channel of Amul Products.

4. The study not only gives idea about what problems are faced by distributors in

distributing Amul products but will also help in identifying solution for problems faced

by distributors.

5. The study helps in increasing no. of retailer in Amul products.

6. The study will help in restructuring margin policy for retail distributors.

7. The study will help in supplying required products & services to retail distributors in

timely manner.

8. This study also will also help in improving the market share of Amul in Dairy market.

.


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Chapter-6 Research Methodology:

“Market research is the systematic design, collection, analysis and reporting of data and

finding relevant to a specific marketing situation facing the company.”

An effective marketing research involved five steps:

Defining the Problem and Research

Objective

Developing the Research Plan

Collecting the Information

Present the Finding

Analyzing the Information


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6.2 Marketing Research Methods:

Methodologically, marketing research uses the following types of research designs:

(I) Based on questioning:

Qualitative Marketing Research- generally used for exploratory purposes- small number of

respondents – not generalizable to the whole population – statistical significance and

confidence not calculated – examples including focus groups, in-depth interviews, and

projective techniques.

(II) Based on observations:

Ethnographic studies: It is by nature qualitative, the researcher observes social phenomena

in their natural setting – observations can occur cross-sectionally (observations made at one

time) or longitudinally (observations occur over several time-periods) – examples include

product-use analysis and computer cookie traces.

6.3 PROMOTION:

Promotion is one of the four elements of marketing mix (product, price, promotion, and

place). It is the communication link between sellers and buyers for the purpose of

influencing, informing, or persuading a potential buyer‟s purchasing decision.

The specification of five elements creates a promotional mix or promotional plan. These

elements are personal selling, advertising, sales promotion, direct marketing and publicity.

A promotional mix specifies how much attention to pay to each of the five sub-categories

and how much money to budget for each. A promotional plan can have a wide range of

objectives, including: sales increase, new product acceptance, creation of brand equity,


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Beside this, frequent visit to the retailers was of great help to conduct the analysis and

research work.

Contact methods:

Instrument or Data collected Forms: It is the method by which data is gathered. It could

be done through various instruments like questionnaires, observations, getting information

from the shopkeepers was sufficient enough to conduct the study.

ii) Collection of information:

The primary information was collected by face-to-face and direct interviews with the

retailers and the customers. They provide the relevant information regarding the profile of

the company as compared to the other company in the Indian market.

The secondary sources of information were various web sites of the companies,

newspapers & magazines.

iii) Analyzing the information:

The data collected was carefully analyzed. The research and analysis of the information has

been done on the basis of various sales and marketing strategies adopted by the company

during its tenure.

iv) Reporting and conclusions and recommendations:

This is the most vital part of the work undertaken. After collection and analysis of data, it

was recorded in the form as prescribed. The major part of the report is the findings.


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6.6 Sampling:

Sampling is the process of selecting units (e.g., people, organizations) from a population of

interest so that by studying the sample we may fairly generalize our results back to the

population from which they were chosen.

Researchers rarely survey the entire population

because the cost of a census is too high. The three main advantages of sampling are that the

cost is lower, data collection is faster, and since the data set is smaller it is possible to

ensure homogeneity and to improve the accuracy and quality of the data.

The methodology used to sample from a larger

population will depend on the type of analysis being performed, but will include simple

random sampling, systematic sampling and observational sampling.

6.7 Random Sampling:

A random sample is a subset of individuals that are randomly selected from a population.

Because researchers usually cannot obtain data from every single person in a group, a

smaller portion is randomly selected to represent the entire group as a whole. The goal is to

obtain a sample that is representative of the larger population.

For example, imagine that a market research company is interested in learning more about

what type of dish soap people use. Instead of polling every single person, they will select a

random sample of individuals and question them about the type of soap they use. By using

a randomized sample, they get a clearer idea of what likely exists in the population at large.


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6.8 Research Design:

This research design is exploratory as researcher need to find out the scope of Amul

Products from retailers in Pune. The method of data collection is qualitative and descriptive

in nature i.e. survey and observation based research. The study is done in steps stated

below.

1. Understanding the Amul Products.

2. Understanding the Amul distribution system.

3. Collection of data:

Primary Data - Through questionnaire from various Parlours, Restaurant, Retailers in

Pune region.

Secondary Data - Through internet, magazines and newspaper etc.

1. To analyze the data

2. Finally the conclusion and giving recommendation on the basis of research.

6.9 Sample Design:

The sample was drawn by using Random Sampling Techniques, as researcher needs to fill

questionnaire from Retailer.

Apart from that, Random Sampling Techniques are more economical than any other

sampling technique.


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Q.2. If no, why?

a) Absence of packaging date b) Low margin

c) No Replacement for leakage d) Low distribution

Table 2:

Reason No. of retailers

Absence of packaging date 15

Low margin 50

No replacement for leakage 30

Low distribution 5

Total sample size 100

Interpretation:

From the above mentioned graph we can conclude that the remaining 10% retailers are not

keeping the “Amul” milk products because their major competitors in this Pune region

i.e.”Mauli” & “Katraj” is giving more margin to their retailers. And another reason for not

purchasing its products is not providing replacement facility.

0

10

20

30

40

50

60

Absence of

Packaging date

Low margin No replacement

for leakage

Low distribution

Reason Behind Not take Amul products

Reason Behind Not take Amul

products


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Q.3 which is the most preferable brand of packaged dairy products that you stock?

a) Amul b) Katraj c) Nestle d) Gokul

Table 3:

Product Brand Retailers Stock

Amul 45

Katraj 30

Nestle 15

Gokul 10


Interpretation:

From the above mentioned graph we can interpreted that major sample customers are

Preferring the “Amul” milk products due to the best packaged in comparison to their

Competitors and that is the main reason of major market segments.

0

5

10

15

20

25

30

35

40

45

50

Amul Katraj Nestle Gokul

Retailers Stock

Retailers Stock


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Interpretation:

From the above mentioned graph we can interpret that customers mainly preferred the

“Amul Butter” and “Amul Cheese and Paneer ” and it is only due to increasing demand forthe fast food in Indian market. However customers also prefer “Amul Milk” because it

produces much different flavored milk in comparison to their main competitors.

0

10

20

30

40

50

60

70

80

Retailers preferred

Retailers preferred


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Interpretation: As per this graph Advertising are main focus while making advertising

they are more focusing on current affairs. And second focus is providing P-O-P display

provided selected retailers.


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Q.7. Are you satisfied with Amul distributer?

a) Yes b) No

Table 7:


Interpretation:

As per this graph 95 retailers are satisfied of distributers because they are following they

are wise supply chain management which are actually starting from midnight in two ships.

0

10

20

30

40

50

60

70

80

90

100

Yes No

No. of respondent

No. of respondent

Satisfaction No. of respondent

Yes 95

No 5


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Q.8. Are you interested in distribution of Amul dairy products?

a) Yes b) No

Table: 8

Interested in Distribution No. of respondent

Yes 90

No 10Total sample size 100

Interpretation of graph 8:

As per this graph 90 retailers are interested of distribution because the customer are Amul

products are more in Indian Market due to its quality & price of its products however it is

also Asia‟s no. 1 Milk dairy.

0

10

20

30

40

50

6070

80

90

100

Yes No

No. of Respondent

No. of Respondent


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Q.9. what is your expectation from Amul dairy products?

a) Margin b) Pakaging c) Availability

Table 9:

Retailer’s Expectation No. of Respondent

Margin 83

Pakaging 10

Availability 7


Interpretation:

As per this graph Retailers are expecting more margins on its products because their

competitors are providing more margins.

0

10

20

30

40

50

60

70

80

90

margin Pakaging Availability

Retailer expectation

Retailer expectation


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Q.10 Give you rating to following attributes of Amul dairy products?

Good Very Good Average Bad Very Bad

A. 30 40 10 5 0

B. Brand

Image

30 50 8 2 0

C. Availability 20 20 40 10 10

D. Packaging 30 20 30 10 10

E. Margin 10 5 20 45 20

Interpretation:

As per this graph Amul has provide good quality and Amul brand image is very good in

dairy market its provide average availability comparison other competitor, its packaging are

good but Amul has no provide a good margin to their retailers comparison other

competitors.

0

5

10

1520

25

30

35

40

45

50


Quality

Brand Image

Availability

Packaging

Margin


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“SWOT” Analysis of Amul

STRENGTH

1. Brand name and Goodwill.

2. India‟s major giant player in dairy products.

3. Wide product range.

4. Qualified marketing & sales force.

5. Maximum milk handling capacity (11.22 million litres) per day.

6. High-quality products sold at reasonable prices.

WEAKNESS

1. Lack of availability of stock at various locations.

2. Lack of promotions (advertisements/offers/schemes).

3. Weak distributors service channel to retailers (in some areas).

4. Low profit margin to retailers.

OPPORTUNITIES

1. Areas can be targeted to cover Retailers look for convenience and margin.

2. Promotions will pay good results, market is lacking with the same.

3. A great opportunity to cash the brand name once again by giving good quality products.

4. Weak up the entire market as per the demand.

THREAT

1. Some customers are in the hand of retailers because the retailer enjoys good profit margin

from other competitor‟s brand.

2. Psychological state of mind of retailers and consumers.

3. Old manufacturing date on packs is a major threat.

4. Competitors are cutting up the market share of Amul Product.


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5. Competitor brand are offering huge profit margin to retailers, whereas few of them are

selling at lower retail prices.


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Chapter-8 Observations and Findings:

Observation:

The key observations are as follows:

1. The replenishment of orders is about 64% which is average.

2. About 40% of the Amul parlour and retailers says that often damaged materials came to

them

3. The schemes/ discounts are often given by distributors to parlours and retail stores.

4. The availability and product quality of Amul products is good

5. The satisfaction level of customers of Amul parlours and retail stores is good.

6. The replacement of defective material is poor and also the process is very complicated.

7. The damage material often came about 79% which is due to improper handling by

distributors.

Findings:

1. Most of the Amul parlours are not interested in running them for longer period due to very

low margins.

2. The sales of Amul product is average round the year.

3. The full varieties of Amul products are almost as par customers need.

4. Retailers want more margins from Amul.

5. People were highly satisfied with product quality of Amul.

6. Distributors could not provide all type of varieties because of less stock.

7. Due to negligence of the company the customers of Amul are shifting towards other

company

8. More preference should be given to parlours and outlets as within the prescribed 1 km

radius other retailers also provide Amul products.


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The priority should be given to Amul parlours and outlets as compared to other retailers

who also keep products of Amul. Many a times it happens that outlets are not having the

product but other retailers are having the product.


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Chapter-10 Conclusion:

On complete analysis of the Questionnaire, it is concluded that Amul parlours has good

reputation in the market and it has 100% satisfied customer but lack proper distribution and

marketing. Very few distributors are in a particular area which not only is resulting in

improper distribution but also resulting in monopoly of these distributors. The position of

both the parlours and outlets can be uplifted in the market by sound marketing and proper

distribution channel which results in delivery on time.

Amul has a good reputation and name because of existence in the market for so many years

especially through the name of “Amul Butter”.

Within short span of time Amul has launched so many products which are still lacking

promotion and availability. Amul has customer driving power but is not able to retain

customer due to unavailability of the newer products.

It‟s been great experience working with Amul and doing promotional activity for new

products of “Amul Pro”. The market survey has helped a lot in understanding forward

integration of Amul to link directly with the customer. It has helped me in not only

knowing the business potential of Amul as a brand through its sales in parlours and outlets

but also knowing Amul in leap and bound like knowing it‟s pattern of distribution, depth of

the Amul products, margin associated with Amul products, business structure of Amul.


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ANNEXURE

Questionnaire (for retailers)

Name of the shop

Retailer name Mo. No.

Address

BACKGROUND

We are doing a brief survey to find out the level of retailer perception regarding

Amul products; Parlours & Retail stores. We would be grateful if you could spare a few

minutes to participate in it. Thank you for your cooperation.

1. Do you stock Amul dairy products?

a.) Yes b) No

2. If no, why?

a) Absence of packaging date b) Low margin

c) No Replacement for leakage d) Low distribution

3. Which is the most preferable brand of packaged dairy products that you stock?

a) Amul b) Katraj c) Nestle d) Gokul


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4. If yes, what product do you preferred to store?

a.) Amul butter b) Paneer c) Butter milk d) Dahi

e) Flavored milk f) Cheese g) Amul pro h) other

5. What is the source from where do you get Amul Products?

a.) Distributors b.) Other suppliers

6. Do you know which sales promotinal activities does the company undertake for Amul

Products?

a.) Price off b) Free samples c) Credit Facility

d) Advertisement e) Coupons f) P-O-P Displays

7. Are you satisfied with Amul distribute

a) Yes b) No

8. Are you interested in distribution of Amul dairy products?

a) Yes b) No

9. What is consumer‟s expectation from Amul dairy products?

a) Good quality b) Pakaging c) Availability

10. Give you rating to following attributes of Amul dairy products?


A. Quality

B. Brand


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Image

C. Availability

D. Packaging

E. Margin


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109831292 Summer Internship Project Amul India

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