Amul Final Report

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EXECUTIVE SUMMARY The project was carried out in two areas viz., Khadki and Kothrud. During the survey it was found that consumers are more loyal to local brands for flavoured milk, to loose drinks in lassee and spiced buttermilk segment and to Cadburys in chocolate segment. It was found that retailers never push anybody’s product to the customers, they give what customers want. (With the exception of those products which offered them attracted margin) But retailers can change perception of consumers in case of some consumers have any problems with the other products. It was also found that most of the retailers are more interested in keeping those brands that will give them higher returns (margin). During the project it was found that some of the stocks reaching the retailers are usually expired. 1

Transcript of Amul Final Report

Page 1: Amul Final Report

EXECUTIVE SUMMARY

The project was carried out in two areas viz., Khadki and Kothrud.

During the survey it was found that consumers are more loyal to local brands for flavoured

milk, to loose drinks in lassee and spiced buttermilk segment and to Cadburys in chocolate

segment.

It was found that retailers never push anybody’s product to the customers, they give what

customers want. (With the exception of those products which offered them attracted margin)

But retailers can change perception of consumers in case of some consumers have any

problems with the other products.

It was also found that most of the retailers are more interested in keeping those brands that will

give them higher returns (margin).

During the project it was found that some of the stocks reaching the retailers are usually

expired.

Some retailers complain about unfriendly relationship with the salesman.

It was also found that some distributors also have complaints about delay of payment from

some retailers.

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About the company

Gujarat Cooperative Milk Marketing Federation

GCMMF: An Overview

Gujarat Cooperative Milk Marketing Federation (GCMMF) is an India’s largest food product

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.

Members: 12 district cooperative milk producers' Union

No. of Producer Members: 2.41 million

No. of Village Societies: 11,615

Total Milk handling capacity: 7.4 million litres per day

Milk collection (Total - 2004-05): 2.08 billion litres

Milk collection (Daily Average 2004-05): 5.71 million litres

Milk Drying Capacity: 511 metric Tons per day

Cattle feed manufacturing Capacity: 2340 Mts per day

GCMMF is India’s largest exporter of Dairy Products. It had been accorded a “Trading House” status.

GCMMF is receiving the APEDA award from government of India for excellence in dairy product

exports for the last 11 years and also is a winner of the prestigious international CIO 100 award from

IDG's CIO Magazine, USA. The 2003 CIO 100 award recognizes the organisations around the world

that excel in positive business performance through resourceful IT management and best practices.

Formed in 1946, Amul began the dairy cooperative movement in India and formed an apex

cooperative organization, Gujarat Co-operative Milk Marketing Federation ltd. (GCMMF), which

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2.41 million milk producers in Gujarat, India jointly own today. Its products, including milk powders,

liquid milk, butter, ghee, cheese, chocolate, ice cream, pizza, mithaee, flavored milk and the Masti

brand of soup are widely used through out India and abroad and have made Amul the largest food

brand in India today with an annual turnover of some Rs 29 billion ($US 672 million) per annum.

Review of the operations

Milk procurement:

The member unions increased milk procurement by 4.5%, achieving and

average of 44.42 lac kilograms per day as compared to 39.65 lac kilograms per day in 1997-98.peak

procurement during 1998-99, touched a high of 51.88-lac kilogram in a day. But right now it has been

increased more than 70 lac ltr. per day.

Sales:

Federation co-ordinated Rs.26.1 crore in product sales to the defense services. Amul butter

registered record sales, with rupee turnover growing by 17 percent. The sales value of Amulya has

registered impressive growth with an increase of 14 percent Sale of Amul milk in Gujarat has

increased by 24 percent in value terms. Amul cheese sales value has increased by a spectacular 16

percent over the previous year. Despite a declining in the milk powder market due to adequate

availability of liquid milk in most of the country, there was sensationally increased sales valve by 21

percent, a testimony to its quality.

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

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

Exports:

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For the eleventh consecutive year, Amul have received the government of India’s APEDA

award as the nation’s largest exporter of dairy products. During the year Amul butter, ghee, shrihkand

and gulabjamuns were launched in the USA. These products also made a debut in New Zealand,

Thailand, and Iraq during the year, and received a very encouraging consumer process.

Distribution network:

The distribution network program aims at building greater member understanding

and loyalty, orienting the farmer – owners to their role, right and responsibilities while promoting the

highest level of member participation in their co-operative. During the past eight years, the member

unions of Amul have taken the member education program to 5467 village dairy co- operative

societies, reaching 464700 men and 532496 women milk producers.

Progress of dairy co-operative organization:

During the year member union continued their infrastructure investment. They

upgraded and strengthened the dairy co-operative structure by adding new village dairy co-operative.

The road ahead:

Autonomy is more than a word. It is the right of co-operatives to do what they believe

they must do for their members. Sugar co-operative, employee thrift co-operative have succeeded not

because of some mythical protection, but because they kept the needs of their members uppermost. If

the have been successful, it is because they have served their members with honesty and perseverance.

The unique structure, that has created is largely a result of the first principle that of voluntary

and open membership. Co-operatives do not discriminate on the basis of gender or on the basis of

social, political and religious belief. Democratic member controls provide for decentralized decision-

making reflected in policies by and for the member. The men and women who serve as elected

representative are accountable to the membership. The basic capital of the co-operative is member

economic participation. Equitable distribution of surplus by investing in the co-operative, contribution

to reserve and benefiting the members in their way of life are all a healthy sign of the functioning of a

co-operative remaining faithful to its values and principle. Thus they strengthen the value and

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Principle by investing in education, training and information, enriching the members and the general

public’s understanding of the principle and techniques of co-operative

Thus co-operative commit to a large extent the milk and its milk products to meet with the highest

standard of hygiene, sanitation and quality. Thus they are related to quality.

SOME OF THE MAJOR POINTS ABOUT THE COMPANY

Rs.630 Crores Comes from only AMUL MILK.

The company turnover is approximately Rs.3000 crore per annum.

GCMMF produced 70 lac. Lit/day of amul milk only in Gujarat.

In GCMMF there is 12 dairy unions.

GCMMF head office in Anand in Gujarat.

In India 50 branches of Amul Milk.

There is 9% of growth of Amul Milk.

Market share of butter is 99%.

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ABOUT THE PRODUCT

Amul Kool Flavoured Milk

Amul kool flavoured milk is available in Seven flavours like- Mango, Kesar, Elaichi,

coffee, Strawberry, Rose, Chocolate. It is also available in bottles and tetra pack. It has

9.7% of fat.

Product Details: Product - Amul Kool Flavoured Milk. Pack - 200ml (both bottles and tetra pack). MRP - Rs. 10.00

Ingredients:

Toned Milk, Sugar, Contains synthetic food colours and added Nature-identified

flavouring substance.

Competitor Products:

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Nestle Fruit Milk (Tetra Pack). Dabur Coconut Milk (Tetra pack). Godrej Sofit Milk (Tetra pack). Local Brands (Swad, Status, Masti Cool etc).

Facts :

It is a low fat product. It contains protein with almost 70% lower calorie than soft drinks. Its shelf life is 180 days at ambient temperature.

Amul Lassee

Amul lassee is available in two flavours- Plain, Rose. It is only in Tetra pack.

Products Details:

Product -Amul lassee. Pack - 200ml in tetra pack. MRP - Rs 10.00

Ingredients:

Toned Milk Dahi, Flavoured Yoghurt, Sugar and Water.

Competitor Products:

Nestle lassee. Local brand Shahi lassee.

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Loose lassee.

Facts:

Amul Lassee is refreshing delicious cool drink Tastes great when chilled. Enjoy the natural goodness. Its shelf life is 120 days at ambient temperature.

Amul Masti Spiced Butter Milk

Amul introduces the Best Thirst Quenching Drink which is free of Colour, Preservatives,

Acids and Sucrose Sugar. None of the other company has such type of product.

Products Details :

Product - Amul Masti Spiced Butter Milk. Pack - 200ml in tetra pack. MRP - Rs. 5.00

Ingredients :

Milk Solids, Common Salt, Spices and Condiments, Contains Permitted Stabilizer most

importantly.

Competitor Products:

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Loose butter milk.Facts:

It is low fat product with lower sodium salt content. It contains protein with almost 50% lower calorie than soft drinks. The Spice and Condiments added to the product enhance its taste. Presently available in India only.

Amul Chocozoo Chocolate

Amul introduces the new delicious chocolate Amul Chocozoo, which is in animal shapes

like- Rabbit, Cat, Monkey, Dog, Elephant etc. It is made of high quality ingredients. This

delicious chocolate pieces will simply melt in the mouth and spread the sweet all across.

Product Details:

Product – Amul Chocozoo Chocolate. Pack – 250 grms (24 Pieces).

500 grms (46 Pieces). MRP – Rs. 72.00 (250 grms).

Rs. 138.00 (500grms). Rs. 3.00 per pieace.

Ingredients:

Sugar, Refined Hydrogenated Vegetable Fat, Milk Solids, Cocoa Solids and Permitted Emsulifiers.

Competitor Products:

Cadbury (Éclairs, Dairy Milk, Fruit & Nut etc.) Nestle (Eclairs, Kitkat, Munch etc.)

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Parle Candico Others

Facts:

The chocolate is in different animal Shapes. It is made of high quality. Its shelf life is 12 months at ambient temperature. It is specially made for children.

ABOUT THE PROJECT

Project “ Marketing strategy for Amul Flavoured Milk, Lassee, Spiced Butter Milk,

Chocozoo Chocolate in Pune” is the study of the interpretation of the perception of the

target market. It also consists of understanding of dairy industry, setting up distribution

network, sales planning implementation and monitoring for Amul Milk products. This

project aimed at obtaining a better market share for the Amul Milk Products, which is

AMUL Flavoured Milk, Lassee, Spiced Butter Milk and Chocozoo Chocolate by

GCMMF Ltd. Which stand for Gujarat Co-operative Milk Marketing Federation Ltd.

We have covered the areas of two different distributors, they are:-

1. Renuka Enterprises at khadki.

2. Krishna Agencies at kothrud.

With the lot of brands hitting the market the customers will have more choice and there

will be a stiff competition among the milk manufacturers. These milk product’s

manufacturers are adopting various marketing strategies to remain in the market, to

protect and to grab the market share.

To generate market stimulation these manufacturers have started campaigning the brands

targeting the current and potential buyers through massive communication, Advertising

on Television and print media, local cable Network is also playing a big role in the

advertising for local brands

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The project is undertaken with the aim to plan and analyze the performance of the Amul

milk products segment in Pune market. The project also provides the essential

information regarding the customers, retailers etc., area of their dissatisfaction and the

area to focus, so as to achieve the good market share. The project will also enable the

company in improving the promotional activities to capture the good and huge market

share.

OBJECTIVE

Primary objective

Study of market perception of Amul flavour Milk, Lassee, Spiced Butter Milk,

Chocozoo vis-à-vis its competition in Pune.

Secondary objective

Understand the buying behavior of consumers about these products.

Understand the retailing aspect about these products.

SCOPE

The study gives an insight on what kind of consumers use Flavour milk,

Lassee, Spiced butter milk, Chocozoo. It involves studying the reasons for likes /dislikes

towards these Products. This involves studying the purchase and consumption behavior

of respondents’ consumers in specific to these Products. The study also gives insight on

the retailing aspect for these Products with relation to the factors motivating the retailers

to sell these Products in Particular to specific Brand.

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METHODOLOGY

Once the project was assigned to me, I started by preparing a questionnaire.

The purpose of the survey was to discover answers to the questions through

application of a scientific procedure. The main aim of the survey was to find out

the truth, which is hidden and which has not been discovered yet.

The survey involves collection of secondary and primary data. In primary data we

collect the information on the basis of two questionnaires , one for the customer

and the second is designed for the retailers to get the perspective from all the

angles.

Step 1. SECONDARY DATA was collected using World Wide Web resources.

This involved searching all the information about the competitior products in terms of

image created, product range, attributes and pricing.

Step 2. CONSUMER PRIMARY DATA This data was collected through a survey

using a questionnaire where the basic purpose was to understand buying habits and

perception of consumers and customers towards these products.

Sample size : 250

Target Area : Paud road, Karve nagar, Aundh, Khadki, F.C.road, J.M.road, Kothroad,

Range hills, Deccan, Deep bungalow chowk, Bhusari colony, Baner , Pashan.

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Step 3. RETAILING PRIMARY DATA This data was collected through a survey

using a questionnaire method for the retailers like the Locality Store, General Stores- Big

and Small, Supermarkets, Chemists in Pune.

Sample size : 100

Target Area : Paud road, Karve nagar, Aundh, Khadki, F.C.road, J.M.road, Kothroad,

Range hills, Deccan, Deep Bungalow chowk, Bhusari colony, Baner , Pashan.

Step 4.

To find out the responses of retailers and consumers for the products and the

company.

To find out the requirements of advertising through different media for the

products .

To find out the expectations and perceptions of retailers and the consumers

towards the company.

To find out the retailer and the consumer satisfaction with distribution.

To assess the consumer and retailer buying behavior.

To identify the areas of consumer and retailer dissatisfaction.

To estimate the level of brand awareness and brand perception.

Step 5. Analysis of the data as per the questionnaire pattern, on all the given parameters.

Step 6. To recommend suggestion for improving sales of Amul Kool, Lassee, Spiced

Butter Milk and Chocozoo Chocolate

Limitation:

The collected information and the conclusion drawn are based on the observation made

during the project.

Time constraint is another factor, since the duration of the project was only two months.

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OBSERVATIONS AND FINDINGS

The post analysis findings have been enumerated in the same flow/sequence in which the

questionnaire was administered.

Consumer Findings

1. 34% of the consumers admitted to Quality being the reason for buying the

existing brand of Milk products. Brand Name seemed to be second by consumers

who seemed Brand conscious and market aware.

2. Knowledge regarding these products.

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3. The respondents mostly liked the quality and the convenience aspect of these

products.

4. Factors considered important while selecting a Brand.

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5. When asked about willingness to pay extra for guaranteed hygienic and pure Milk

Products, 82% of the consumers are ready to pay extra.

Consumer view about Amul Flavoured Milk

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6. A major chunk of the 250 respondents interviewed used cold drinks. After that

consumers majority used Amul Kool. Close next was Nestle Fruit Milk, Godrej

Sofit Milk, and then local brands (Swad, Masti Cool, Status).

Brands used

35%

14%7%

6%

38%

AmulLocal BrandsNestleGodrejDabur coconut milk

7. The Local Brands of Flavoured Milk.

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Consumer view about Amul Spiced Butter milk

8. Amul has introduced Masti Spiced Butter milk, which is free of color

preservatives, acids and sucrose sugar. None of the other company has such type

of product. This product captured 76% market of Butter Milk.

Brand used

76%

24%

amul

loose butter milk

Consumer view about Amul Lassee

9. Major percentage of respondents used Local lassee. After that people prefer

Nestle than Amul.

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Brands used in lassee

11%

22%

67%Amul

Nestle

Local Brands

10. Local Brands of used were:

Consumer view about Amul Chocozoo Chocolate

11. Amul introduces the new delicious chocolate Amul Chocozoo, which is in animal

shapes like- Rabbit, Cat, Monkey, Dog, and Elephant etc. It is made of high

quality ingredients. It specially made for children only.

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Brand Used7%

67%

17%

6%

3%

Amul

Cadbury

Nestle

Parle

candico

12. The respondents mostly liked the Taste and Quality aspect of this product.

Quality

PriceAvailability

Taste

0

20

40

60

80

100

Factors liked about chocozoo

Retail Findings

1. Brands stocked by retailers (for Amul Kool): -

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2. Brands stocked by retailers (for Amul Lassee): -

3. Brands stocked by retailers (for Amul Butter Milk): -

4. Reason for stocking Brands: -

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5. Brand asked by Name: -

6. Highest selling Brand by the retailers view: -

7. In case of non- availability of a particular Brand according to the retailers, most

consumers look around for themselves and then decide a brand.

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In case of non availablity of a brand

52%34%

9% 5%

consumer looks for otheroptions in your store

Consumer asks you torecommend another brand

Consumer asks for brand withscheme on it

Consumer leaves the store tofind the brand elsewhere

8. When asked whether the retailers themselves recommend any particular brands,

89% said that they did recommend Brands, especially in case of non – availability

or scheme on a particular brand.

9. Reason for shifting from Amul to Other Brands: -

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Consumer shifted from amul to other brands

01020304050

Series1

Retailers view about Amul Chocozoo Chocolate

10. Brands stocked by retailers.

11. Reason for not stocking brands.

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Reason for not stocking Brands

25%

5%

15%37%

18%

Low take-off consumerdemand

Relationship issueswith salesmen/Dist.

Price not Suitable tomarket prices

Competition offer aremore attractive

it needs refrigeration

12. Highest selling Brand in chocolates.

ANALYSIS

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With the help of the above research work and fact collection it was analyzed that though

the Amul Milk Products like Amul flavoured Milk, Lassee, Spiced Butter Milk,

Chocozoo Chocolate have a high potential and a large market to be captured but still

they are lacking in the acceptability among the consumers due to few loop holes in their

marketing strategies.

PRODUCT:-

Its quality is good but still many consumers are unaware about its fat contents; most of

the consumers do not have knowledge about Amul Lassee and Chocozoo Chocolate. So

there is a need of consumer awareness through effective advertising and promotional

campaign, which is very useful to enhance its sales.

PRICE:-

The margin of the retailers should be increased for these products. If the company goes

for a price reduction of these products, they can target the lower class segment, as it’s a

price sensitive market. The corporate belt can boost their sales in terms of increasing

customer base and in turn can provide them large volume sales.

PLACE: -

The product should reach the shelf of the retailer on time so that other brands

should not capture the market & super markets. ‘A’ class retail outlets should be given

more emphasis. At present distribution channel is not efficient. Efficient & effective

distribution channel has to be formed, which will cut costs & will be helpful in

distributing these products at each and every nuke & corner of the city at stipulated

delivery time. Efficient & effective distribution channel means, there should be sufficient

number of distributors to be appointed for a particular zone or area, so that the reach &

availability problem can be reduced. It adds value to the service parameters also, as in

today’s market scenario service & quality pays i.e. every one is looking for best service

with a value for money.

PROMOTION: -

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As Amul is marketing driven co-operative federation, they already have

come up with hoardings, banners and advertisements. But still some effective

promotional drive is needed, which can produce better results in terms of sales.

There should be a need of promoting these products through retail shops by

offering them some promotional schemes, eg - a high volume seller will get gift vouchers

or coupons on which they can get a cash discount or any Amul product worth of the

coupon cost.

Company should publicize its milk products by sponsoring some shows or

events, can go for ad campaigns by placing their ads in health magazines and news papers

& put their stalls in front of each retail shop and can offer consumers a free sample to

develop the taste and to change their perception about it’s taste and quality.

Perception Analysis

Retailers observations

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Non-stockiest of these products

“The margin is very less”

“Lassee is so thin”

“Chocozoo needs refrigeration”

“No replacement”

“No schemes”

“Supplying old stock”

Stockiest of these products

“Health conscious people buy this for all purpose”

“Brand Name”

“Good personal relations with distributor”

“Chocozoo chocolate is different from others”

“More demand of chocozoo is by children”

“It has different flavours for flavoured Milk”

Other observations

Awareness level among retailers for Amul Flavoured Milk, Lassee, Spiced

Butter Milk, Chocozoo Chocolate is average.

There is no packaging available for lower segments, as they are more price

conscious.

In organized sector only Amul, Nestle, Godrej and Cadbury are major players.

There are other many brands are available in pune market -some of them, (for

Flavoured milk there are Nestle, Godrej, Dabur and different Local Brands), (For

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Lassee there are Nestle and different Local brands), (For Chocozoo there are

Cadbury, Nestle and Parle).

According to findings Local Brands is the market leader for Flavoured Milk and

Lassee, and Cadbury for Chocolate.

In case of non-availability of particular brand most retailers suggested another

brand to the consumer. In this case the brand with the scheme, which benefited

him, was the one usually suggested.

A few retailers had problems with the Amul distribution. They had complaints

regarding the expiry date of the stock.

It was observed that at most places, which sold Amul products the POP was not

present.

The stocking of these products by the retailers is less due to:

o Less demand by consumers.

o No replacement policy.

o Flaw in distribution channel.

o No promotional schemes being offered to retailers.

o Display material not provided to each retailer.

o No proper implementation of given schemes.

o The margin is low and there is various added cost to retailers.

o There isn’t any advertisement for these products.

Consumer observations

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Non- users of these products

“Lassee does not taste good and also thin”

“Chocozoo is costly”

“Old stock”

“Listening first time from you”

Users of these products

“It is healthy and it’s Indian Amul”

“Amul is all about Quality and we trust hygienic packaging.”

“Tetra pack is very convenient”

“We trust only branded products”

Other observations

Consumers’ preference for purchasing of these Products is mainly based on

quality, taste, availability, freshness and taste respectively.

Of the respondents in the elder age bracket they wanted no-fat milk because of the

digestive problems.

Awareness level among the consumers is around 70-80%, but still only around

10% consumers are consuming these Products. Because they got these products

very late as per their Manufacturing Date.

Artificial taste.

Consumer wants only Plain Lassee and available Lassee is so thin.

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CONCLUSION AND RECOMMENDATIONS

CONCLUSION

It was concluded that the Amul milk products i.e. Amul Flavoured Milk, Lassee,

Spiced Butter Milk and Chocozoo Chocolate, though are known to its customers &

consumers , but still their acceptance is favorably low as compared to other local

brands present in the market. Therefore, measures in terms of reach & availability and

efficient sales promotion are to be undertaken to enhance sales and acceptability

among the end user. There is very low awareness regarding Amul Lassee and

Chocozoo Chocolate among the consumers. So, there should be proper advertisement

and sales promotion activities by the company to capture good market share for these

products and to enhance their awareness level, which is very low among the

consumers and also retailers.

RECOMMENDATIONS

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For Consumer Market

POP should be available in retail stores so that consumers know about the

availability of the product.

Few cooking websites could be asked to promote these products.

Amul should have better presence especially in the places where different local

Brands seem to be leading in sales.

In areas where Amul is the leader should never be out of stock.

Amul should have better visibility in order to increase the awareness and make

use of the local media like dailies, radio and T.V. (specially during the daily

program at night since most of the buying influence i.e. the housewives observe

ads during this time).

Amul should have a quality check done to see if the taste can be improved.

More use of promotional activities should happen.

Amul should organize food events and competitions in which Milk products

should be required to be used.

Sampling should also be done in a big way especially for those areas where

different local brands and Cadbury has a strong hold.

Use of hoardings will help to create awareness.

Amul products should have proper visibility at the outlets.

Company should provide gifts, with their products to attract the customers.

Positioning should be done emphasizing on the convenience attribute.

“Amul Milk Products are hygienic” type of statements need to be communicated

through its advertisements

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For Retailer Market

Amul should have a system by which it can take care of its delivery problems

so that it can take care of problems arising from stocks close to the expiry

dates.

Timely visits should be given to the retail shops. Representatives should take

feedback regarding the supplies and quality issues.

Company should supply their product as per manufacturing date.

Amul should offer more incentives to the retailers mostly for the display

because many respondents look around for alternative themselves. Hence

Amul has to be more visible.

More sales –More incentive concept should be apply.

The salesman should be able to solve issues related to sales, supplies and

stocks amicably.

Need of more communication between retailer and salesman.

Should provide replacement of the spoiled products to the retailers.

Should improve its distribution channel & chain by increasing the no. of

distributors.

Should come up with a PUSH strategy, as some promotional schemes are

being offered to retailers.

There should be proper check & control over the implied schemes given to the

retailers.

Should provide display materials to each & every retailers. It will help in

creating brand awareness among retailers.

Company should provide volume discounts and more profit margins to attract

retailers as well as distributors, which will make them to increase their sales.

Evening stall in front of high volume sale retail outlets, gym etc.

The Amul representatives must go and meet the retailers’ counterparts

regularly and keep them updated on the uses of milk products.

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Amul should make sure that it is always available to the retailers. Also it must

make sure that there is always timely service offered to the retailers.

Company can increase the numbers of Amul Milk Parlour, in which it can

serve its milk products of different flavours & taste. This will increase its milk

consumption and people will find a suitable shopping mart for dairy products.

Should try to build good Personal Relationship with the Retailers, as they

are the only person who is responsible for changing the perception and create

awareness & demand among the consumers.

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Consumer Questionnaire

Respondent Name AddressTel No.

1. Your family consist of how many members?_________________________________________ _

2. Are Milk products consumed regularly in your house?Yes NO

3. Do you use Branded products? Yes No

4. Which Brand do you use?

Amul Nestle Godrej Cadbury Others

5. What type of packaging do you buy Branded milk in?Pouch Bottle Tetrapak Carton

6. At what rate do you buy this particular brands?

7. What made you buy this particular products? Quality Price Brand Name

Pervious usage Recommendation Home delivery.

8. What do you know about Branded milk products?Safe & Pure ConvenientHygienic

9. Which brand of products are you aware of ?Flavoured MilkLasseeTakChocolate

10. Have you tried above mentioned Amul’s products?Yes No

11. If not, why?

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12. What did you like about Amul milk products?Quality Price Brand NamePervious usage Taste Known Fat%

13. Is there anything you did not like about Amul milk products?

14. Are you using this brand regularly? Yes No

15. If not, why?__________________________________________________________________

16. If you go to the store to buy ________ milk product and it is not available what would you do?

Look for the same pack in another Brand.Leave and go to another store for the same Brand

17. Would you be wiling to pay a little extra for guaranteed hygienic and pure products?

Yes No

18. Have you seen the Amul’s Advertisement on TV?Yes No

19. If yes, what do you remember about it?

20. Would you be willing to use Amul’s Milk products?Yes No

21. Do you think the products should be available in any other pack sizes?Yes No

22. If yes, which pack sizes?

__________________________________________________________________

Notes:

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Retailer Questionnaire

Name of StoreType of StoreAddressTel No

1. What are the Brands of Milk products that are stocked in the store?

BrandAmulNestleGodrejDaburLocal brandsParleCadburyCandico

2. What are the reasons for stocking brands?

Margins Obtained Display SchemesLong term association with brandGood relationship with salesmanConsumer Schemes offeredConsumer Demand High Take-off

3. On an average how many milk product-purchasing customers visit your store every day?Less than 10 Between 10-15 Between15-20 More than 15

4. What are the margins offered to you for each of the brands that you stock?

Brand MarginAmulNestleGodrejDaburLocal brandsParleCadburyCandico

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5. Do you stock Amul’s Milk products?Yes No

6. If not, why?

Low take off consumer demandRelationship issues with salesman Price not suitable to market pricesCompetition offers are more attractiveOld stock

7. Do consumers ask for brands by name?Yes No

8. Of the brands given below, which brands do consumers ask for by name?Amul Nestle Godrej Dabur Parle

Others9. Have consumers come to your store and asked for Amul’s milk products?

Yes No

10. Has it happened that a consumer has come into your store and asked for a brand and it has not been available?

Yes No

11. If not, what normally happens?

The consumer looks for other options in your storeThe consumer asks you to recommend another brandThe consumer looks at the brands in your store and decides himself on an alternative The consumer leaves the store to find the brand elsewhere

12. Do you recommend any brand to consumers?Yes No

13. If yes, which one?

14. Do you think these products should be available in any other pack sizes?

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Yes No

15. Which is the highest selling brand?

16. Why do you think __________ is the highest selling Brand?Quality Price Brand Name

17. Have any Amul customers switched to any other brand?

18. If yes, why?

Quality Price Brand Name Schemes Pervious usage Recommendation Home delivery.

19. Which brand scores better in terms of:

Attributes Brand Amul Nestle Cadbury

Brand name VisibilityMarketing activitiesQualityPricing

Notes:

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ANNEXTURES

C ONSUMER STATISTICS

1. Reason for buying particular brands No. Of Respondents

   Brand name 58Quality 94Price 54Recommendation 12Pervious Usage 32

2. Knowledge about these products. No. Of Respondents

Convenience 70Hygienic 180Longer self life 50

3. Factors liked about these product No. Of Respondents

Quality 90Price 60Convenience 75Taste 60Known fat% 15

4. Factors Considered while selecting a brand for milk No. Of Respondents

Brand Name 70Taste 50Price 40Fat content 30Availability 30Shelf Life 20Packet Sizes 10

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5.Willingness to use Amul Milk Products

No. Of Respondents

Yes 187No 41

STATISTICS FOR AMUL FLAVOURED MILK

6.Brands of flavoured milk No. Of Respondents

Amul 88Local Brands 35Nestle 18Godrej 14Dabur coconut milk 95

STATISTICS FOR SPICED BUTTERMILK

STATISTICS FOR AMUL LASSEE

7. Local Brands of flavoured milk No. Of Respondents

Status 91Swad 76Masti cool 43Govind 29chetran 11

8. Brand Used No. Of Respondents

Amul 189Loose butter milk 61

9. Brands used in lassee No. Of Respondents

Amul 28Nestle 55Local Brands 167

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STATISTICS FOR AMUL CHOCOZOO CHOCOLATE

12. Factors liked about Chocozoo No. Of respondents

Quality 65Price 24Availability 36Taste 96

10. Local Brands of lassee No. Of Respondents

Sahi lassee 68Govind 27Grinar 14loose lassee 93

11. Brands Used No. Of respondents

Amul 18Cadbury 166Nestle 42Parle 14candico 8

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RETAILERS STATISTICS

1. Brands Store by retailers (for Amul kool) Brand stored No. Of stores

Amul + Nestle +Godrej +Dabur 23Amul + Nestlé + Local brands 44Amul + Local brands 76Amul + Nestle 37Amul 27Local Brands 72

2. Brands Stored by retailers(for Amul Lassee)

Brand Stored No. Of storesAmul+Nestle+ Local Brands 51Amul+Nestle 33Amul + Local Brands 48Nestle + Local Brands 31Amul 37Local Brands 67

3. Brands Stored by retailers (for Amul Spice Butter milk)

Brand Stored No. Of stores

Amul 97Loose butter milk 66

4. Reasons for stocking brands No of Stores

Margins obtained 35Good relationship with salesman 8Long term association with brand 22Consumer demand- high take off 20Display Schemes 5Consumer schemes offered 10

5. Which Brands are asked for by name No. Of storesAmul 67Nestle 35Dabur 12Godrej 9Local brands 99

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7. In case of non availability of brand No. Of stores

Consumer looks for other options in your store 48Consumer asks you to recommend another brand

31

Consumer asks for brand with scheme on it 8Consumer leaves the store to find the brand elsewhere

5

9. Why have the consumers shifted from Amul To other Brands

Old stock 44Price 22Brand Name 1Non-Availability 28Taste 5

6. Highest selling Brand No. of stores

Amul 54Nestle 37Godrej 13Local Brands 85

8. Do you recommend any Brand to consumers

Yes 75No 9

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RETAILERS STATISTICS FOR AMUL CHOCOZOO CHOCOLATE

10. Brand store No. Of store

Amul+Cadbury+Nestle+Parle 48Cadbury+Nestle+Parle 26Amul+Cadbury 21Amul 5

11. Reasons for not stocking Brands No. Of stores

Low take-off consumer demand 25Relationship issues with salesmen/Dist. 5Price not Suitable to market prices 15Competition offer are more attractive 37it needs refrigeration 18

12. Highest selling Brand No. Of storesAmul 18Cadbury 98Nestle 36Parle 8Candico 2

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BIBLIOGRAPHY

World Wide Websites

www.amul.com

www.indiadairy.com

Books

Principles Of Marketing – By Philip Kotler

Marketing Research – By Kothari

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