Amul Final 11111

84
S.S.H.C.JAIN INSTITUTE OF MANAGEMENT AND RESEARCH 2014-15 A PROJECT REPORT ON PRODUCT PROFILE OF AMUL THE TASTE OF INDIA GUIDED BY: SUMBITTED BY : Mr. Ankur Bhatt Miss Khushbu jain Assistant Professor M.B.A (Ist Sem.) Dr. Hari Singh Gaur University Sagar (M.P.) For The Partial Fulfillment

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Transcript of Amul Final 11111

Page 1: Amul Final 11111

S.S.H.C.JAIN INSTITUTE OF MANAGEMENT AND

RESEARCH

2014-15

A

PROJECT REPORT ON

PRODUCT PROFILE

OF

AMUL

THE TASTE OF INDIA

GUIDED BY:                                                                SUMBITTED BY :

Mr. Ankur Bhatt Miss Khushbu jain

Assistant Professor M.B.A (Ist Sem.)

Dr. Hari Singh Gaur University Sagar (M.P.)

For

The Partial Fulfillment

Of Degree

Of Master Of Business Administration

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DECLARATION

S.S.H.C.JAIN INSTITUTE OF MANAGEMENT AND RESEARCH

Dr. Hari Singh Gaur University Sagar (M.P.)

I , Khushbu Jain declare that the project on product profile of “AMUL” is my own

original work .Wherever the contribution of others are involved, every effort has been made to

indicate this clearly with due reference to the literature and acknowledgement.

To the best of my knowledge the report does not content any work which has been submitted for

the award of any degree anywhere.

Signature of the candidate

Miss. Khushbu Jain M.B.A. (Ist. Sem.)

CERTIFICATE

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S.S.H.C.JAIN INSTITUTE OF MANAGEMENT AND RESEARCH

Dr. Hari Singh Gaur University Sagar (M.P.)

This is certifying that the work entitled “Product Profile of “AMUL” is a piece of

research work done by Khushbu Jain for the portal fulfillment to the degree of MBA (Ist.Sem)

under the guidance and supervision of Mr. Ankur Bhatt (Assistant Professor) of S.S.H.C. Jain

Institute of Management & Research Sagar. (M.P.).

For the degree of MBA is satisfactory in respect of:

Contents and the presentation or subject matter.

1) Language

2) Embodies the original work of the candidate.

3) Submission within due date.

Signature of supervisor Signature of Examiner

Signature of Director

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ACKNOWLEDGEMENT

Success is an effort bounded actively, involving the co-operation of all. To create

and formulate this project report, I would be thankful to the entire individual

who Served me as a true guide and epitome of knowledge. A Project usually falls

short of its expectations unless guided by the right person at the right time.

I would like to thank to Mr. Ankur Bhatt & Abhishek Saraf Project guide f o r

anytime and every time guidance and continuous support. His experience and

methodology of providing training helps m e not to perform the desired activity

but to accomplish creativity. I also like to thank all staff members of my college who

are always very supportive for me.

Above all, I would like to thank Participants to help me to complete it

Miss. Khushbu Jain

M.B.A. (Ist. Sem.)

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PREFACE

Project report is a very important part of a MBA curriculum. It provides an optimistic

iconography for ‘Future’ existence through which students are able to see the real industrial

environment which gives an opportunity to relate theory with practice.

The main objective of making project report is to develop skill in student by supplement to the

theoretical study of business management in general and gain real life knowledge about the

industrial environment and business practices. The MBA programme provides student with a

fundamental knowledge of business and organizational functions and activities, as well as an

exposure to strategic thinking of management.

In todays globalize world, where cutthroat competition is prevailing in the market, theoretical

knowledge is not sufficient. Beside this one need to have practical knowledge, which would help

an individual in his/her carrier activities and it is true that “Experience is best teacher”.

Miss. Khushbu Jain M.B.A. (Ist. Sem.)

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ACKNOWLEDGEMENT

Success is an effort bounded actively, involving the co-operation of

all. To create and formulate this project report, I would be thankful to

the entire individual who Served me as a true guide and epitome of

knowledge. A Project usually falls short of its expectations unless guided by

the right person at the right time.

I would like to thank to Mr. Abhishek………. Project guide f o r anytime

and every time guidance and continuous support. Her experience and

methodology of providing training helps m e not to perform the

desired activity but to accomplish creativity. I also like to thank my

parents and my family members who are always a support for me.

Above all, I would like to thank the Almighty God without

whom this work could never have been completed.

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TABEL OF CONTENTS

CERTIFICATE

DELCARATION

PREFACE

CERTIFICATION OF THE SURVEYED INSTITUTION

ACKNOWLEDGEMENT

CHAPTER -1

INTRODUCTION

HISTORY

CHAPER -2

OBJECTIVES

RESEARCH METHODOLOGY

CHAPTER – 3

SWOT ANALYSIS

CHAPTER 4

DATA ANLAYSIS AND INTERPRETATION

CHAPTER – 5

FINDINGS

SUGGESTIONS

CONCLUSION

LIMITATION

BIBLIOGRAPHY

APPENCES

QUESTIONNAIRE

PHOTO GALLERY

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Introduction & History:

In the year 1946 the first Milk union was established. This union was started with 250 liters

of Milk per day. In the year 1955 AMUL was established. In the year 1946 the union was

known as KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS‟ UNION. This union

selected the brand name AMUL in 1955.

The brand name Amul means “AMULYA”. This word derived form the Sanskrit word

“AMULYA” which means “PRICELESS”. A quality control expert in Anand had suggested

the brand name “AMUL”. Amul products have been in use in millions of homes since 1946.

Amul Butter, Amul Milk Powder, Amul Ghee, Amulspray, Amul Cheese, Amul Chocolates,

Amul Shrikhand, Amul Ice cream, Nutramul, Amul Prolife Product, Amul Pro and Amulya

have made Amul a leading food brand in India. (The total sale is Rs. 2 billion in 2012). Today

Amul is a symbol of many things like of the high-quality products sold at reasonable prices,

of the genesis of a vast co-operative network, of the triumph of indigenous technology, of the

marketing savvy of a farmers' organization.

And have a proven model for dairy development (Generally known as “ANAND

PATTERN”).

In the early 40‟s, the main sources of earning for the farmers of Kaira district were farming

and selling of Milk. That time there was high demand for milk in Bombay. The main supplier

of the milk was Polson dairy limited, which was a privately owned company and

held monopoly over the supply of milk at Bombay from the Kaira district. This system leads

to exploitation of poor and illiterates‟ farmers by the private traders. The traders used to

beside the prices of milk and the farmers were forced to accept it without uttering a single

word.

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However, when the exploitation became intolerable, the farmers were frustrated. They

collectively appealed to Sardar Vallabhbhai Patel, who was a leading activist in the freedom

movement. Sardar Patel advised the farmers to sell the Milk on their own by establishing a

co- operative union, Instead of supplying Milk to private traders. Sardar Patel sent the farmers

to Shri Morarji Desai in order to gain his co-operation and help. Shri Desai held a meeting at

Samarkha village near Anand, on 4th January 1946. He advised the farmers to form a society

for collection ofthe Milk

These village societies would collect the milk themselves and would decide the prices at

which they can sell the Milk. The district union was also form to collect the Milk from such

village co-operative societies and to sell them. It was also resolved that the Government

should be asked to buy Milk from the union.

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However, the govt. did not seem to help farmers by any means. It gave the negative response

by turning down the demand for the milk. To respond to this action of govt., the farmers of

Kaira district went on a milk strike. For 15 whole days not a single drop of milk was sold to

the traders. As a result the Bombay milk scheme was severely affected. The milk

commissioner of Bombay then visited Anand to assess the situation. Having seemed the

condition, he decided to fulfill the farmers demand.

Thus their cooperative unions were forced at the village and district level to collect and sell

milk on a cooperative basis, without the intervention of Government. Mr. Verghese Kurien

showed main interest in establishing union who was supported by Shri Tribhuvandas Patel

who lead the farmers in forming the Cooperative unions at the village level. The Kaira district

milk producers union was thus established in ANAND and was registered formally on 14th

December 1946. Since farmers sold all the milk in Anand through a co-operative union, it was

commonly resolved to sell the milk under the brand name AMUL.

At the initial stage only 250 liters of milk was collected every day. But with the growing

awareness of the benefits of the cooperativeness, the collection of milk increased. Today

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Amul collect 9.4 million liters of milk every day. Since milk was a perishable commodity it

becomes difficult to preserve milk for a longer period. Besides when the milk was to be

collected from the far places, there was a fear of spoiling of milk. To overcome this problem

the union thought out to develop the chilling unit at various junctions, which would collect

the milk and could chill it, so as to preserve it for a longer period. Thus, today Amul has more

than 150 chilling centers in various villages. Milk is collected from almost 1500 societies.

With the financial help from UNICEF, assistance from the govt. of New Zealand under the

Colombo plan, of Rs. 50 millions for factory to manufacture milk powder and butter was

planned. Dr.Rajendra Prasad, the president of India laid the foundation on November 15,

1954. Shri Pandit

Jawaharlal Nehru, the prime minister of India declared it open at Amul dairy on November 20, 1955.

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Amul Secret Of Success:

The system succeeded mainly because it provides an assured market at remunerative prices

for producers' milk besides acting as a channel to market the production enhancement

package. What's more, it does not disturb the agro-system of the farmers. It also enables the

consumer an access to high quality milk and milk products. Contrary to the traditional

system, when the profit of the business was cornered by the middlemen, the system ensured

that the profit goes to the participants for their socio-economic upliftment and common good.

Looking back on the path traversed by Amul, the following features make it a pattern and

model for emulation elsewhere.

Amul has been able to:

Produce an appropriate blend of the policy makers farmers board of management and the

professionals: each group appreciating its rotes and limitations.

Bring at the command of the rural Milk producers the best of the technology and harness

its fruit for betterment.

Provide a support system to the Milk producers without disturbing their agro-economic

systems.

Plough back the profits, by prudent use of men, material and machines, in the rural

sector for thecommon good and betterment of the member producers.

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Even though, growing with time and on scale, it has remained with the smallest

producer members. In that sense, Amul is an example par excellence, of an

intervention for rural change.

The Union looks after policy formulation, processing and marketing of Milk, provision of

technical inputs to enhance Milk yield of animals, the artificial insemination service,

veterinary care, better feeds and the like - all through the village societies. Basically the

union and cooperation of people brought Amul into fame i.e. AMUL (ANAND MILK

UNION LIMITED), a name which suggest THE TASTE OF INDIA.

Amul (Anand Milk union ltd.) is based on four hands, which are coordinated with each

other. The actual meaning of this symbol is co-ordination of four hands of different people

by whom this union is at the top position in Asia.

First hand is of farmers, without whom the organization would not have existed.

Second hand is of processors, who process the row material (Milk) into finished goods.

Third hand is of marketer, without whom the product would have not reached the

customers. Fourth hand is of customers, without whom the products would have not carried

on.

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• Internal Organization Structure:

The following is internal organisation chart of Amul:

Organization Structure Chart

Chairman

Managing Director

General Manager

Ass. General Manager

Finance Production Marketing Sales & Purchase PersonnelDept. Dept. Dept. Dept. Dept.

Senior Senior Senior Senior SManag Manager Manager Manager Maer na

Financ Productio Marketing Sales PersManag Manager Manager Manager Maer nag

Accountant Officer Marketing Officer P.R.F.Executive

Officers Supervisor F.S.R. Salesmen Executive

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Advertising by Amul:

Amul has two agencies that look after its entire range of products namely FCB Ulka and Da

cunha.

FCB Ulka looks after a broad range of products namely, Amul Lite Breadspread, Amul

Shrikhand, Amul Chocolates, Amul Paneer, Amul SnowCap Softy Mix Ice cream,

Amul/Sagar Ghee, Amul Infant Milk Formula 1 & 2, Sagar Tea and Coffee whitener,

Amul Spray Infant Milk Food, Amul Mithaee, Amul Gulab Jamun, Amulya Dairy

Whitener, Mithaimate Sweetened Condensed Milk, Amul Ice cream, Sagar Skimmed Milk

Powder and Amul Whole Milk Powder.

Da Cunha looks after the Amul butter. Da Cunha also prepares the very popular Amul butter

billboard campaigns, which we see at various locations. Over and above the Amul butter, Da

Cunha also looks after the Amul Cheese, Cheese spread, Gouda Cheese, Emmental Cheese,

Masti Dahi and Butter, Amul Slim-n-Trim, Amul Taaza and Amul Gold (all different brands

of Milk), Amul Fresh Cream, Amul Chocolate Milk, Amul Fresh Milk and Nutramul. FCB

Ulka also looks after the corporate campaign.

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Sales Turnover:

Sales turnover of GCMMF from 1994 to 2012 :-

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

1994-95 11140 3

1995-96 13790 4

1996-97 15540 4

1997-98 18840 4

1998-99 22192 4

1999-00 22185 4

2000-01 22588 5

2001-02 23365 5

2002-03 27457 5

2003-04 28941 6

2004-05 29225 6

2005-06 37736 8

2006-07 42778 1

2007-08 52554 1

2008-09 67113 12009-10 80053 5

2010-11 977420

42011-12 116680 1

4 2013-14 181434

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Some Facts:

Members: 13 District Cooperative Milk

Producers' Unions

No. of Producer Members 3.03 million

No. of Village Societies 15,712

Total Milk handling capacity 13.67 million litres per day

Milk collection (Total - 2010- 3.45 billion litres

11)

Milk collection (Daily Average 9.2 million litres

(2010-11)

Milk Drying Capacity 647 Mts. per day

Cattlefeed manufacturing 3690 MTS per day

Capacity

Sales Turnover (2010-11) Rs. 9774 Crores (US $ 2.2

billion)

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Achievement & Awards:

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:

First self motivated and autonomous farmers “organization comprising of more than

5000000 marginal Milk producers of Kaira District”.

Created Dairy co-operatives at village level functioning with Milk collection centers

owned by them.

Computerized Milk collection system with electronic scale and

computerized accounting system.

The first and only organization in world to get ISO 9000 standard for its farmers

co-operatives.

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

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socio-economic development of the under privileged marginal farmers.

AWARDS:-

Amul a co-operative society and its co-operation has led many different awards in its favour.

Amul wins World Dairy Innovation Awards - 2014

Amul receives Srishti Good Green Governance award for the year 2013

GCMMF Receives Prestigious CNN-IBN Innovating for a Better Tomorrow

Award

Amul wins AIMA High Performance Brand Award-2013 for brand Amul

Shri R S Sodhi, MD-GCMMF, receives prestigious QIMPRO GOLD

STANDARD Quality Award 2013

GCMMF wins the SAP Award for Customer Excellence (SAPACE) 2013 under

the category of "Best Run Award in Finance"

ET-Corporate Citizen Award of the Year 2010-11 to GCMMF

Amul receives Green Globe Foundation Award

Dr. V.Kurien honoured with Life Time Achievement Award

GCMMF receives Srishti's G-Cube Award - 2010

Amul Bags International Dairy Federation Award

Amul Bags Srishti G-cube Award For Good Green Governance - 2009

Amul Pro-Biotic Ice-cream Gets No. 1 Award At World Dairy Summit

Ramkrishna Bajaj National Quality Award - 2003

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Qimpro Gold Standard Award - 2003

Amul - The Taste Of India (GCMMF) Receives International CIO 100 Award For

Resourcefulness

Rajiv Gandhi National Quality Award - 1999

List of Products Marketed:-

Bread spreads

• Amul Butter

• Amul Lite Low Fat Bread spread

• Amul Cooking Butter

Cheese Range• Amul Pasteurized Processed Cheddar Cheese

• Amul Processed Cheese Spread

• Amul Pizza (Mozarella) Cheese

• Amul Shredded Pizza Cheese

• Amul Emmental Cheese

• Amul Gouda Cheese

• Amul Malai Paneer (cottage cheese), Frozen, Refrigerated and Tinned

• Utterly Delicious Pizza

Mithaee Range (Ethnic sweets)

• Amul Shrikhand (Mango, Saffron, Almond Pistachio, Cardamom) • Amul Amrakhand • Amul Mithaee Gulabjamuns

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• Amul Mithaee Gulabjamun Mix • Amul Mithaee Kulfi Mix

• Avsar Ladoos

Pure Ghee• Amul Pure Ghee • Sagar Pure Ghee

• Amul Cow Ghee UHT Milk Range• Amul Shakti 3% fat Milk

• Amul Taaza 1.5% fat Milk

• Amul Gold 4.5% fat Milk

• Amul Lite Slim-n-Trim Milk 0% fat Milk

Infant Milk Range

• Amul Infant Milk Formula 1 (0-6 months) • Amul Infant Milk Formula 2 (6 months above)

• Amulspray Infant Milk Food

Milk Powders

• Amul Full Cream Product Powder

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PLANTS

First plant is at ANAND, which engaged in the manufacturing of Milk, butter, ghee, Milk butter etc.

Second plant is at MOGAR, which engaged in manufacturing chocolate, nutramul, Amul Ganthia and Amul lite.

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Third plant is at Kanjari, which produces cattelfeed.

Fourth plant is at Khatraj, which engaged in producing cheese

.

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Objectives of Project:

The main objective of the Study can be listed as follows

A. Primary Objective

1 To find size of retail network of Amul Prolife Probiotic Product Kalyan Region.

2 To find the problems faced by retailers in selling and storing.

3 To collect the information about the competitors.

4. To find the problems regarding distributors. B. Secondary Objective

1. To organize sales promotional activities to improve Product selling.

2. To generate and secure consumer awareness.

4.2 Scope of Project:

The study carried out in Kalyan Region so its scope is mainly limited to

Kalyan Region.

• It gives information about the size of the retail network.

• It gives information about the services given by distributor to their retailer.

• It gives information about the competitors‟ products.

• It will serve consumer in better manner.

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Research Methodology:

The research was conducted from 4th october, to 30th december, 2014. The research includes

meetings with the retailers, consumers and dealers. It included preparation of the

questionnaire to be answered by above people for knowing the competitive position of Amul

Product in the market. The views of the above parties were recorded in the research as per the

questionnaire set by us.

5.1.1 Research Approach:

The objective was to know the competitive position of Amuls Productin the market thus in

order to successfully conduct the research the unbiased opinion of the above parties was

desirable. Thus we conducted the research as the representative of Amul company and

sometimes the representatives of the other company like Mother Dairy or Gowardhan in

order to have an unbiased opinion of the concerned persons and it worked to achieve our

goal.

5.1.2 Research Instrument:

The research instrument was the structured questionnaire formulated for the respondents. The

questionnaire was different for the retailers and dealers and for the consumers there was a

different set of questionnaire. There were also the area maps.

5.1.3 Types of Question:

The second important aspect in the designing a question is to decide which types of question

are to be used. Question can be classified in various ways.

Questionnaire contains following type information-

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1. Open-ended question

2. Dichotomous question

3. Multiple-choice Question

Both the questionnaire consists of all three types of question. Mostly all questions are

multiple type questions. Dichotomous question are few in number. There is only one open-

ended type question.

5.1.4 Phrasing of Question:

In questionnaire, I try to phrase the question in logical way. For example I arrange question

in sequence as personal information, awareness data, usage data, and finally related to

reason and satisfaction.

. 1.5 Sampling

Plan: Sample size

The sample size was as follows:

SR. NO. RESPONDENT TOTAL NUMBER

1. Retailers 169

2. Consumers 95

3. Distributors 4

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Sampling Technique:

A stratified sampling technique was used. A different Stratum for different t ype of respondent

within every stratum the respondents was selected as per convenience basis.

5.1.6 Method of Survey: Personal Interview:

It is direct form of investigation, involving face-to-face communication with free feedback

information. It offers a sense of participation. It is more flexible form of data collection. Use of

unstructured, open-end questions is possible. Rate of refusal is low. Depth interview is possible.

Complex questions can be asked. The interview can have questions to secure more information.

Observation approach can be combined to verify age, income, status, standard information.

Visual aids in the form of catalogues samples etc. can be used to get views, opinions, and

attitudes of responder.

5.2.1 All Product Was Conducted For Survey :-

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• Toned Product, Sugar / Salt, Fruit Pulp Compound, Stabilizer , Active

Probiotic Culture

Nutritional Information

• 60 kcal/100 ml

Special Features:

• Tasty, Healthy and refreshing treat for all age people

• Contains live Probiotic Bacteria which helps digestion and improve immunity.

• Made with special culture to give a smooth, mild, acidic taste.

• It is made from natural ingrediants.

• Available in 4 flavours namely Rose, Jeera (Cumin), Mango, Pineapple.

Product Specification:

Amul Prolife Product meets the PFA standards for the respective type of Product.

Pricing of the Product

Price to distributor : Rs 13.50

Price to Retailer : Rs. 14.30

MRP : Rs 15.00

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Shelf life :

Best before 10 days from packaging of product.

Storage Condition :

Keep under Refrigeration below 8° C.

How the survey conducted

To approach the outlets with the following requirements in mind.

At Approach:

• What type of shop it is? (hotels, amrutulya, bakery, restaurant, general stores, super

market)

• Does it stock Amul products?

• What other brands available in the shop

Secondary Level:

• Whether it sells Product ?

• If yes, whether it sells Amul Prolife Product ?

• Whether the company provides any promotional support ?

Territory Level:

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• Does he sell local Product or not ?

• Which is the most selling Product in the market ?

• Who supplies Product to your shop ?

• Does the delivery of Product is on time ?

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• What is the mode of payment credit or cash ?

Others:

• Types of schemes given to him.

Addendum:

• Outlets may include institutions, general stores, mithai shops, super market, canteens,

juice bars, ice-cream corners etc.

• These sectors were chosen because the company believed that these segments could be

the best potential buyers for this product.

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DATAP ROCESSINNG

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& ANALYSIS

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6.1 Data Analysis For Retailers:-

1) Number of retailers stocking Amul Prolife Product.

Ans No. Perwer of centYes 55 20%

No 114 80%

Yes 33%

Yes

No

No 67%

Interpretation:

• The above graph indicates that only 1/3rd of the retailers are selling Amul Prolife Product.

• It shows that Amul Prolife Product brand is not popular among the retailers.

2) Reasons for Amul Prolife Product not stored by retailers.

(Out of 169 retailers 114 were not buying Amul Prolife Product.)

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AnswerNo. of

respondenLess shelf life 6

Low margin 75

No replacement 20

No distribution 13

No distribution 13

No replacement20

Low margin 75

Less shelf life

0 10 20 30 40 50 60 70 80

No. of respondents

Interpretation:

• From above graph it is clear that half of the retailers were not satisfied with Amul

replacement and margin policy.

• Some retailers responded about absence of packaging date.

• Very less retailers complained about distribution network

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3) Preference of retailer‟s to Product brand.

BRANDS RESPONDE

AmulNTS

15

Aarey77

Denon45

Gokul6

Others26

Others 26

Gokul 6

Denon 45

Aarey 77

Amul 15

0 10 20 30 40 50 60 70 80 90

RESPODENT

.

Interpretation:

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• The above graph shows that the Aarey is most preferable brand in all.

• Some retailers also prefers Denon and others brands.

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4) Sources from where retailers get Amul Prolife Product

(Out of 169 retailers only 55 were buying Amul Prolife Product.)

An No. of Percentagesw respondent

Distributor 52 95 %s

Other 3 5 %suppliers

Interpretation:

• Almost all retailers said that they purchased Product from Amul distributors.

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5) Retailer‟s satisfaction with Amul distributor.

(Out of 169 retailers only 55 were buying Amul Prolife Product)

Answer No. of Percentagerespondent

Yes 34 62 %

No 21 38 %

No 38%

YesYes No

62%

Interpretation:

• Graph shows that most of the retailers were satisfied with the service provided by the Amul

distributors.

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6) Interest of retailers in wholesale distribution of Amul Prolife Product.

Answe No. of Percentar respondents ge

Yes 27 16 %

No 142 84 %

Yes 16%

Yes

No

No 84%

Interpretation:

• Graph represents the interest of the retailers to start Amul Prolife Product distribution .The

questions asked to increase the retail coverage.

• Most of the retailers were not interested.

• Only 16% of the retailers were ready to start Amul distribution.

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7) Awareness among retailers for Amul Parlor (APO) and its benefits.

(Out of 169 retailers only 118were questioned as they had large store.)

Answe No. of Percentar respondents ge

Yes 70 59 %

No 48 41 %

No 41%

Yes

No

Yes 59%

Interpretation:

• APO is the outlet where you get Amul Prolife Product and Product products and it helps to

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increase the market share. This question asked to the retailers who were strong enough in

capital.

• From graph it can be interpreted that the awareness about APO is very low.

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8) Consumer‟s expectation from Amul Prolife Product.

(Out of 169 retailers only 55 were buying Amul Prolife Product.)

ATTRIBUTE RESPONDENTS

Good quality 7

Shelf life 23

Availability 25

Availability 25

Shelf life 23

Good quality 7

0 5 10 15 20 25 30

RESPODENT

Interpretation:

• The question asked to the retailers where the Amul Prolife Product is being sale, and

tried to collect feedback of customers about Amul Prolife Product.

• More customers were having complaints about the clear date of packaging and availability.

• Some customers were not happy with quality of Product.

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Observation Findings:-

Retailers: (super market, grocery shops, ets)

• Retailers are not interested because they don‟t

have storage facility but if company provides

them such facility they will be sale Amul Prolife

Product.

• Because of low profit margin almost all

retailers are not interested in Amul Prolife

Product selling.

• The 200 ml glass are no available to the retailers for selling.

• On question, why retailers are not interested in

selling of Amul Prolife Product, it is found they

were not happy with margin, availability and

replacement and taste of the Product.

• Retailers were selling different brands. Because

they were able to receive more margin from non

popularized brand that they could not from well

known brands.

• All retailers get Amul Prolife Product from company selected distributors.

• Measurable amount of retailers were not happy

with the distributors, because of frequent change

in distributors and late delivery of Product.

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• All retailers were familiar with sales promotion activities undertaken by Amul. But more of

the activities were not communicated by distributors. So it shows that distributors are taking the

advantage of such activities.

• Some questions were asked with view to

convert retailers into distributors, but due to low

margin they denied that.

• Retailers were not interested to start APO

because to start APO one required large amount

investment i.e. near about 2 Lakhs and with this it

is mandatory to sale only Amul products, so most

of the retailers did not show interest in APO.

Limitations:-

This report had to work under several constraints and limitations. Some of the key limitation are.

1. The survey is limited only for ten wards.

2. Time period of the project was 8 weeks, which

may not be enough to understand the whole

market.

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3. Convenient sampling was used as the mode of conducting the research.

4. The sample size of the taken was small,

therefore it can be said that the chosen sample is

not the representative of the whole population and

this hindered quantitative research.

5. The psychology and temperament of a

respondent play a significant role. Some

respondents are more sensitive as against others

who are more tolerant. A change in the

composition of the respondents can affect the

answers adversely or favorably.

6. Respondents may not have been true in

answering various questions and may be biased to

certain other questions.

7. Out of the whole research and analysis, only

four major brands could be highlighted, leaving

aside the other non-popular brands.

8. The questionnaire mostly contained multiple choice questions, thereforemany

respondents did not give a proper thought before

up the questions, and some even ticked things,

which were not applicable. Therefore, all this

increased the bias.

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9. The sample size of Retailers / Wholesalers

was very small and therefore response from

them dose not reflect the exact view because

they may to biased.

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Conclusion:-

Amul means different things to different people.

To a Product producer – A life enriching experience

To a consumer – Assurance of having wholesome Product

To a mother – A reliable source of nourishment for her child

To the country – Rural development and self reliance

As we know that Amul is very big organization and market leader in dairy products. It has

maximum market share in Product, Butter, Cheese & Ice-Cream which are its main/core

products. But in case of local market like Kalyan the Amul Prolife Product is not a popular

product as compared to other Amul Products. With the help of research, company can find out

its week points in Product product and can increase its market share through rectify mistakes.

People have believed in Amul‟s product and they will accept it also if effective actions were

taken.

The survey resulted into following conclusions :

Amul must come up with new promotional activities such that people become aware about

Amul Prolife Product .

Quality is the dominating aspect which influences consumer to purchase Amul product, but

prompt availability of other Product brands and aggressive promotional activities by others

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influences the consumer towards them and also leads to increase sales.

In comparison to Amul Prolife Product, the other players such as Mother dairy,

Gowrdhan,Gokul & Mahananda provide a better availability and give competition to the hilt.

People are mostly satisfied with the overall quality of Amul Prolife Product, but for the existence

in the local market Amul must use aggressive selling techniques.

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Suggestions & Recommendation:-

The AMUL products market has reached Maturity stage in India large no. of Co-operatives

having a variety of product range has entered the market, thus there is one way for Amul to

sustain their Product business in the market by delivering outstanding satisfaction to their

retailers, so that they can take interest in selling of Amul Prolife Product products. This can

be done as follows

• Company should increase shelf life of the product.

• Amul has a relatively good distribution network, but still company is not able to fulfill

the demand of outlet in the peak season when demand is very high. Here company should

consider on the supply of product in the peak season.

• Supply should be regular to all the outlets including those that lie in the pocket roads and

not just in the outlets which lie on the easily accessible routes.

• 200 ml Product glass should make available to retailers for selling, because lower

income family has intention to buy.

• Provide reasonable Margin to retailers as compared to competitors, this motivates them

to promote company‟s products.

• Improve delivery schedule to provide products on time for the retailers about who

claimed that Amul Prolife Product is not available to them on time.

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• Incentives & schemes should be given to the retailers and some scrutiny should be

follow to check the scheme get being communicated properly by distributors or sales

person.

• Provide consistent service to retailers as this will help gain company goodwill in

the market.

• Do not change distributor frequently, because he is the only person who act as a

connecting link between company and retailers.

• Do not place more than one distributor in same market area.

• Try to minimize bank deposits for APO, which help to retailer think to start.

• Though the customers are asking for Branded Product is very few but Amul should

invest more money in Brand promotion and marketing in Kalyan, it will be beneficial for

the company in the long run as well as in the short run.

• For Brand promotion and marketing of Amul Prolife Product in Kalyan it should

introduce a mascot for the Amul Prolife Product as it already has for Amul Butter i.e. The

Amul Butter Girl in order to gain a good position in the mind of customers. This will also

help in easy Brand differentiation and Recognition.

• Also advertising on the television, Radio Mirchi and Sponsorship of the events, Trade

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Fairs will be a better choice.

• The study of Product market reveled that there is no Mergers and Acquisition in the

Product industry. Amul should go for Mergers and Acquisition and try to acquire the local

players in the Kalyan market like Mother dairy,Mahananda and Gowardhan etc. It will

help the company in increasing its Dealers network, Market share, Customer base etc. It

will also save time of establishing a new manufacturing unit.

• Our Research revealed that there is no awareness among the consumers regarding the

Amul Prolife Product in kalyan. So it is advisable to the company to conduct various

consumer awareness programs like distributing of pamphlets outside the big shopping

malls, giving presentations in schools and colleges about the Amul Prolife Product by

telling them about the qualities of Product. By this we can able to reach to a large number

of people at one time only as there will students along with their teachers and other staff

members of the school and colleges.

• The pamphlets should be printed in such a way that it not only advertise about the

Product but also provides information about how to preserve the Product in different

conditions.

• In order to attract the ladies segment the pamphlets should have some recepies on the

other side of it.

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• Some brand ambassador like M S Dhoni, Hrithik Roshan or Vriendra Sehwag may be

used.

That will help customers to accept the product more quickly.

• Special offers should be there for dealers, retailers and consumers at the time of diwali

and holi.

• Discount coupons should be given to the consumers in order to buy more Product.

• If adding preservatives in the Product keeps the Product for longer times then Amul

should also add some preservatives in the Product as people not only see quality but also

sees the time duration i.e. how much times we can store the Product.

• In order to push the Product to the customers the profit margin should be increased.

• Company should improve its distribution channel and should increase the number

of distributors.

• Company should take care of retailers by solving their problems and should call back by

appointing separate company representatives.

• Timely visit should be given to the retail shops.

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Books:

i Marketing Management (12th Edition) – Philip Kotlar

ii. Research Methodology – C. R. Kothari

Websites:

i. www.google.co.in

ii. www.wikipedia.com

iii. www.amul.com.

iv. www.marketresearch.com

v. www.dairy.com

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QUESTIONNAIRE:- (Retailer Survey)

Name of the shop :

Retailer Name :

Address :

1) Do you stock Amul Prolife Product?

a) Yes b) No

2) If No, Why?

a. Low shelf life

b. Low margin

c. No replacement for leakage

d. Low distribution

3) Which is the most preferable brand of packaged Product that you stock?

• Amul

• Mother dairy • Gowardhan

• Mahananda

• Others

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4) From where do you get Amul Prolife Product?

a) Distributors

b) Other suppliers

5) Are you satisfied with Amul distributor?

a) Yes

b) No

6) Do you know which Sales promotional activities does the company undertake for Amul

Product?

a Price off d) Free

b Credit facility e) Coupons

c Advertisement f) P-O-P

7) Are you interested in distribution of Amul Prolife Product?

a) Yes

b) No

8) Are you aware of Amul Parlor (APO) and its benefits?

a) Yes

b) No

9) Are you interested in opening an Amul Parlor (APO)

a) Yes

b) No

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10) What is consumer‟s expectation from Amul Prolife

Product? a) Good quality

b) Packaging

c) Availability

11) Give your ratings to following attributes of Amul Prolife Product.

Very good Good Average Bad Very bad

a) Quality

b) Brand image

c) Availability

d) Packaging

e) Margin

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QUESTIONNAIRE:-

(Customer survey)

Name of the shop :

Retailer Name : _

Address :

1) Do you know about Amul?

Yes No

2) What are the products of Amul you use very frequently?

Butter Cheese Shrikh Product

and P

Ice

o

DahiProdu

ct - Butter

3) Do you regularly get the Amul Prolife Product?

Yes No

4) Which brand‟s Product do you like most?

Amul Gokul Mother

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\Other (Specify)……………………..

5 Do you know about Amul Prolife Product? Yes No

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6 ) How is the taste of Amul Prolife Product?

Poor factory

7) How is the taste of Amul Prolife Product?

ExcellentPoor Satisfactory

8) What about the price of Amul Prolife Product?

Low Average High

9) How is the packing of Amul Prolife Product?

Poor Good Excellent

10. Do you like the home delivery scheme of Amul Prolife Product?

Yes No

11. Give your ratings to following attributes of Amul Prolife Product.

Very good Good Average Bad Very bad f)

Quality

g) Brand image h) Availability i) Packaging

j) Price

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12. Any suggestion about Amul Prolife Product: