Amul final ppt
34
Summer Internship project undertaken at Gujarat Cooperative Milk Marketing Federation (GCMMF) “To Find Potential Outlets of AMUL Products in Jaipur” By Manish Runthla Roll No. 2747 PGDM-RM Corporate Guide : Faculty Guide : Mr. Ashok Mathur Dr. R.C. Mathur Branch Manager, Jaipur Faculty (FMS-IRM)
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Transcript of Amul final ppt
Summer Internship projectundertaken at
Gujarat Cooperative Milk Marketing Federation (GCMMF)
“To Find Potential Outlets of AMUL Products in Jaipur”
By Manish RunthlaRoll No. 2747PGDM-RM
Corporate Guide : Faculty Guide :Mr. Ashok Mathur Dr. R.C. MathurBranch Manager, Jaipur Faculty (FMS-IRM )
Company profile
AMUL is an Indian dairy cooperative, based at Anand in the state of Gujarat, India.
The word AMUL is derived from the Sanskrit word “AMULYA” meaning
Invaluable. The cooperative is also referred to as Anand Milk Union Limited
(AMUL).
It was formed in 1946 , it is a brand managed by a cooperative body, the Gujarat Co-
operative Milk Marketing Federation Ltd.(GCMMF) which today is jointly owned
by 3 million milk producers in Gujarat. 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.
THE AMUL
MODEL
Objectives of study
To study the retail market and Find potential outlets for AMUL products in Jaipur
To determine the Market Presence of AMUL products with respect to its competitors in Jaipur area
To Identify Retailers those are not purchasing AMUL products from Authorized AMUL distributor in Jaipur
Research MethodologyType of
Research
Exploratory
Type of collection data
Primary Data : Questionnaire,
Personal interaction & Observation
Secondary Data: AMUL Distributor, GCMMF Jaipur &
Internet
Presentation Tools
Table
Graphs
Pie charts
Method of Analysis
Percentage method
Universe
300 Retailers (By Census)
5
Research Area Chand pole Badi chopadChoti chopad
Amer road and AMER
LIMITATION OF STUDYWhile conducting this study, I faced some limitations which are enumerated below :
The Retail Outlets of AMUL were less so I faced difficulty analyzing the exact scenario against the competitors of AMUL.
Limited time available for interviewing the Respondents.
Some Retailers were not taking interest while Survey.
Data Analysis
Market coverage by AMUL
45%55%
Retailers selling AMUL
YesNo
Options Retailers Retailers (%)
Yes 134 45%
No 166 55%
9
Cold storage facility for products
Options Retailers Retailers (%)
Yes 267 89%
No 33 11%
89%
11%
Cold storage facility
YesNo
10
Source of getting AMUL products
70%
30%
From where do you get AMUL products
Distributersother retailers or wholesellers
Options Retailers Retailers (%)
Distributors 94 70%
Other Retailers or wholesalers
40 30%
Further Retailer’s are divided into 3 parts :
1) Existing Retailers are those who getting AMUL Products from authorized AMUL distributor Existing retailers = 94
2) Those Existing Retailers who are buying AMUL Products from Other Wholesalers; retailers = 40
3) Other Retailer’s those who are selling Competitor’s Products; other retailers = 166
Existing Retailers
Kind of AMUL products selling
Options Retailers Retailers (%)Milk 7 5%Ice cream 13 10%Milk products 82 61%Milk & ice cream 15 11%Milk products & ice cream 7 5%
Other AMUL products 10 8%
Milk Ice cream Milk products Milk & ice cream Milk products & ice cream
other Amul products
0%
20%
40%
60%
5% 10%
61%
11% 5% 8%
AMUL Products
Getting satisfied stock of AMUL products
Options Retailers Retailers (%)
Yes 84 63%
No 50 37%
63%
37%
Satisfied stock
YesNo
How do you come to know about AMUL products ?
Options Retailers Retailers (%)Through distributors 5 4%
Through customers 5 4%
Through other retailers 10 7%
Advertisement 114 85%
4%4%7%
85%
Source of information about AMUL products
DistributorsCustomersOther retailersAdvertisement
Shopper claim
Options Retailers Retailers (%)
Yes 19 14%
No 115 86%
14%
86%
Claim for damaged or expired
YesNo
Distributor behavior with Retailers
Options Retailers Retailers (%)
Good 116 87%
Neutral 10 7%
Bad 8 6%
87%
7% 6%
Distributor - Retailer relation
GoodNeutralBad
Qualiity Brand Availabilty Packaging Margin0%
10%20%30%40%50%60%70%80%90%
100%
13% 10%
81%86%
48%
80%89%
6% 4%
42%
20%11%0.1
Very goodGoodBadVery bad
Options Very good Good Bad Very bad
Quality 12 76 6
Brand 9 81 4
Availability 45 40 9
Package 75 19
Margin 84 10
Feedback towards AMUL
2) Existing Retailer buying AMUL from other wholesellers
Organizing Distribution channel
Options Retailers Retailers (%)
Yes 25 63%
No 15 37%
63%
37%
Willing to sale AMUL from authorized Distributor
YesNo
21
Approached by AMUL Distributors
Options Retailers Retailers (%)
Yes 10 25%
No 30 75%
25%
75%
Approached by AMUL Distributor
YesNo
Approached by competitor Distributors
Options Retilers Retailers (%)
Yes 15 37%
No 25 63%
37.50%
62.50%
Approached by competitors
YesNo
Other Retailers
Selling of Dairy products
Options Answer Retailers (%)
SARAS 75 45%
Lotus 42 25%
Mother Dairy 33 20%
Others 16 10%
45%
25%
20%
10%
Sale of Dairy products
SarasLotusMother DairyOthers
Sale of Ice cream
40%
27%
15%
12%
6%Ice cream
VadilalKwality wallsMother DairyCreambellOthers
Options No. of Retailers Percentage
Vadilal 66 40%
Kwality walls 45 27%
Mother Dairy 25 15%
Cream bell 20 12%
Others 10 6%
Selling of Milk products
Options Retailers
Saras 100
Nestle 42
Mother Dairy 20
Others 4
Saras Nestle Mother Dairy Others0%
10%
20%
30%
40%
50%
60%
70%
60%
25%12%
3%
Past experience with AMUL
Yes No0%
10%20%30%40%50%60%70%80%90%
22%
78%
Sold AMUL before
Options Retailers
Yes 36
No 130
Reason from switching AMUL to other brand
45%
30%
11%
14%
Customer preferencePoor serviceLow marginNo replacement for damage
Options Answers
Customer preference 16
Poor service 11
Low margin 4
No replacement for damage 5
Target Retailers
Yes No0%
10%20%30%40%50%60%70%80%
25%
75%
Willing to sale AMUL products
Options Answer
Yes 41
No 125
Reason behind selling AMUL products
50%
32%
10%8%
Increasing brand awareness
Good quality
High profit margin
Customer preference
Options Retailers
Increasing brand awareness 21
Good quality 13
High profit margin 4
Customer preference 3
Findings SARAS is a market leader because 45% retailers giving main preference to SARAS fresh product and vadilal is most preferred ice cream brand with 40% market share.
Retailers were quite satisfied with the quality and brand of AMUL but they complained about non availability of products.
Milk products is the most popular products among AMUL products with 61% market share.
63% retailers willing to purchase product from AMUL distributor but AMUL distributor have approached to only 25% retailers.
86% of existing Retailer never got any of replacement or damage claim.
The main preference for selling AMUL product by the retailers is the Increasing brand awareness and Good quality.
55% retailers were not selling any of the AMUL products but 22% of them willingness to sale AMUL products.
Suggestions
AMUL should give incentives, new scheme and more margins on the product to motivate the retailers to sale the AMUL product in the market
Introduction of various economic products may help AMUL to attract the existing and new retailers so AMUL should introduce new product line which can satisfy the retailers.
AMUL should initiate a better claim policy for damaged or expired products.
AMUL should keep a regular check on the Distributor and their supply system for ensuring a proper supply of products to retailers.
Suggestions & complaints made by retailers & consumers should be given due attention to provide maximum satisfaction. This could create an impression that AMUL cares for them.
Conclusion AMUL is very big organization and market leader in dairy products. AMUL butter is the most popular product of AMUL, it has maximum market share among all AMUL products. AMUL milk and ice cream are not popular in the local market of Jaipur and retailers are not aware about AMUL chocolates. majority of the retailers are satisfied with the AMUL products because of its good quality and reputation. Some retailers are not satisfied with the AMUL products because of high price, lack of distributor services, their supply system and leakage etc. therefore, if slight modification in the marketing program such as dealers & outlets, promotion programmes, product lines etc., then company can be a strong market leader. With the help of research study, company can find out its weak points in its Milk and Ice cream and can increase its market share by rectifying mistakes. People have believed in AMUL‘s product and they will accept it if effective actions are taken.
