Amul Malai Paneer-Final Report

Summer Project Report

Summer Internship Report (02nd May, 2007 to 30 June, 2007)

“To increase the sales and market share of Amul Malai Paneer”.

Project Guide:Mr. Sameer Nagle

Manager (Sales)

Prepared By:-

ZEESHAN NAQVI

Chetana’s R.K. Institute Of Management, Mumbai

__________________________________________________ 1


Declaration

I hereby declare that this dissertation submitted in partial fulfillment for the award of degree of Master in Management Studies in MARKETING is my Original work and not submitted for award of any other degree or diploma fellowship of similar titles or prize.

Place: Mumbai Name: Zeeshan Naqvi

Signature

__________________________________________________ 2


Certificate

This is to certify that the project study undertaken by Zeeshan Naqvi was completed under my guidance & Supervision at Chetana’s Institute of Management & Research.

I further Certify that the said work has not been submitted in a part or in full to any other university for award of any Degree, Diploma or Fellowship of similar titles or prizes.

Place: Mumbai Project Guide

Mr. Shailesh Kale

__________________________________________________ 3


Acknowledgement

First and foremost, we would like to express our gratitude and happiness in having been able to do our summer internship at Gujarat Co-operative Milk Marketing Federation (GCMMF). The entire experience was very interesting, knowledgeable and challenging.

We would like to offer our deepest gratitude to our project guide, Mr. Sameer Nagle for his continuous support and guidance without which we wouldn’t have been able to complete this project successfully.

We also would like to thank our internal project guide - all PSM, who has provided us with valuable inputs from time to time.

__________________________________________________ 4


Executive Summary

The research was conducted to find out consumers preferences & perception towards paneer, usage pattern of paneer and to know the satisfaction level of retailers with the product and services given by the company to increase the sales & market share. Firstly we did a pilot study wherein we took short interviews from some retailers and consumers.

After completion of the pilot study we prepared two questionnaire one for retailers and the other for consumers. We have used consumers questionnaire for restaurants, caterers and flight kitchens.

Sample composition for the research was:-

Retailers Consumers Restaurant Caterers Flight Kitchen

We have conducted survey in three different areas of Mumbai South Mumbai Western Mumbai Central Mumbai

Data collection through:-

Primary Data :- The respondents were personally interviewed with the help of a structured questionnaire.

Secondary Data :-o www.amul.coop

After the completion of data collection, the data was edited, coded and tabulated in Excel Sheets. Then the data was analyzed using different statistical tools (SPSS).

Finally, we submitted a report on our findings, analysis and suggestions for improvement.

__________________________________________________ 5


__________________________________________________ 6


Table of Contents

Contents Page No.

1. Company Overview.………………………………………………………08

2. Process of Marketing Research………………………………………….15

3. SWOT Analysis…………………………………….................................17

4. Retailer Analysis…………………………………………………………..18

5. Consumer Analysis……………………………………………………….32

6. Restaurant Analysis………………………………………………………58

7. Caterer Analysis…………………………………………………………..64

8. Flight kitchen Analysis……………………………………………………69

9. Findings…………………………………………………………………….75

10. Competitive Analysis……………………………………………………77

11. Areas to Be Penetrated…………………………………………………79

12. Hypothesis……………………………………………………………….80

13. Recommendations……………………………………………………..102

14. Annexure….………………………………… ………………………….103

15. Bibliography………………………………………………………......…109

Company Overview

__________________________________________________ 7


Gujarat Co-operative Milk Marketing Federation

We are pleased to introduce our organization Gujarat Co-operative Milk Marketing Federation Ltd (GCMMF) as India's largest food products marketing organization with annual sales turnover of Rs.2881 crores(US $ 650 million). We manufacture and market a wide range of dairy products in India and abroad under the brand names of Amul and Sagar. GCMMF has 19 affiliated dairy plants with a total milk handling capacity of 6.7 million litres per day. The total milk drying capacity is 510 MT per day. GCMMF is also the largest exporter of dairy products from India.

We manufacture and market a wide range of dairy products in India and abroad under the brand names of Amul and Sagar. The product categories are Infant Milk Food, Skimmed Milk Powder, Full Cream Milk Powder, Dairy Whitener, Table Butter, Cheddar Cheese, Mozzarella Cheese, Emmental Cheese, Cheese Spreads, Gouda cheese, Ghee, Sweetened Condensed Milk, Chocolates, Malted Milk Food, Blended Breadspreads, Fresh milk, UHT (Long life) Milk, Ice-ream and ethnic Indian sweets. Each of our products is a market leader in India.

GCMMF is the largest exporter of dairy products from India. We export our products in consumer packs and bulk to USA, Singapore, UAE, Australia, Bahrain, Qatar, Oman, Kuwait, Bangladesh, Madagascar, Yemen, Sri Lanka etc. On a regular basis. We have won 9 awards consecutively from APEDA, Govt of India.

Amul: The origin

The mighty Ganges at it's origin is but a tiny stream in the Gangotri ranges of the Himalayas. Similar is the story of Amul which inspired 'Operation Flood' and heralded the 'White Revolution' in India. It began with two village cooperatives and 250 liters of milk per day, nothing but a trickle compared to the flood it has become today. Today Amul collects processes and distributes over a million liters of milk and milk products per day, during the peak, on behalf of more than a thousand village cooperatives owned by half a million farmer members. Further, as Ganga-ma carries the aspirations of generations for moksha, Amul too has become a symbol of the aspirations of millions of farmers. Creating a pattern of liberation and self-reliance for every farmer to follow.

The start of a revolution

The revolution started as awareness among the farmers that grew and matured into a protest movement and the determination to liberate themselves. Over four decades ago, the life of a farmer in Kaira District was very much like that of his counterpart anywhere else in India. His income was derived almost entirely from

__________________________________________________ 8

http://www.indiadairy.com/ind_profile_factsheet.html

http://www.indiadairy.com/ind_operationflood.html


seasonal crops. The income from milch buffaloes was undependable. The marketing and distribution system for the milk was controlled by private traders and middlemen. As milk is perishable, farmers were compelled to sell it for whatever they were offered. Often, they had to sell cream and ghee at throwaway prices. In this situation, the one who gained was the private trader. Gradually, the realization dawned on the farmers that the exploitation by the trader could be checked only if marketed their milk themselves. In order to do that they needed to form some sort of an organization. This realization is what led to the establishment of the Kaira District Cooperative Milk Producers' Union Limited (popularly known as Amul) which was formally registered on December 14, 1946. The Kaira Union began pasteurizing milk for the Bombay Milk Scheme in June 1948. An assured market proved a great incentive to the milk producers of the district. By the end of 1948, more than 400 farmers joined in more village societies, and the quantity of milk handled by one Union increased from250 to 5,000 liters a day.

Obstacles : Springboards for success.

Each failure, each obstacle, each stumbling block can be turned into a success story. In the early years, Amul had to face a number of problems. With every problem came opportunity. A chance to turn a negative into a positive. Milk by products and supplementary yield which suffered from the same lack of marketing and distribution facilities became encumbrances. Instead of being bogged down by their fate they were used as stepping stones for expansion. Backward integration of the process led the cooperatives to advances in animal husbandry and veterinary practice.

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Milk by products: An excuse to expand.

The response to these provided stimulus for further growth. For example, as the movement spread in the district, it was found that the Bombay Milk Scheme could not absorb the extra milk collected by the Kaira Union in winter, when the production on an average was 2.5 times more than in summer. Thus, even by 1953, the farmer-members had no assured market for the extra milk produced in winter. They were again forced to sell a large surplus at low rates to the middlemen. The remedy was to set up a plant to process milk into products like butter and milk powder. A Rs 5 million plant to manufacture milk powder and butter was completed in 1955. In 1958, the factory was expanded to manufacture sweetened condensed milk. Two years later, a new wing was added for the manufacture of 2500 tons of roller-dried baby food and 600 tons of cheese per year, the former based on a formula developed with the assistance of Central Food Technological Research Institute (CFTRI), Mysore. It was the first time anywhere in the world that cheese or baby food was made from buffalo milk on a large, commercial scale. Another milestone was the completion of a project to manufacture balanced cattle feed. The plant was donated by OXFAM under the Freedom From Hunger Campaign of the FAO. To meet the requirement of milk powder for the Defense, the Kaira Union was asked by the Government of India in 1963 to setup additional milk drying capacity. A new dairy capable of producing 40 tons of milk powder and 20 tons of butter a day was speedily completed. It was declared open in 1965. The Mogar Complex where high protein weaning food, chocolate and malted food are being made was another initiative by Amul to ensure that while it fulfilled the social responsibility to meet the demand for liquid milk, its members were not deprived of the benefits to be had from the sale of high value-added products

Cattle : From stumbling blocks to building blocks.

Traditionally dairying was a subsidairy occupation of the farmers of Kaira. However, the contribution to the farmer's income was not as prominent as his attachment to dairying as a tradition handed down from one generation to the next. The milk yield from animals, which were maintained mainly on the by products of the farm, was decidedly low. That together with the lack of facilities to market even the little produced rendered the scientific practice of animal husbandry irrational as well as unaffordable. The return on the investment as well as the prospects of being able to market the product looked very bleak. It was a vicious cycle reinforced by generations of beliefs. The Kaira Union broke the cycle by not only taking upon themselves the responsibility of collecting the marketable surplus of milk but also provided the members with every provision needed to enhance production. Thus the Kaira Union has full-fledged machinery geared to provide animal health care and breeding facilities. As early as late fifties, the Union started making high quality buffalo semen. Through village society workers artificial insemination service was made available to the rural animal population. The Union started its mobile veterinary services to render

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http://www.indiadairy.com/tech_list_geniticsbreeding.html


animal health care at the farmers' doorstep. Probably for the first time in the country, veterinary first aid services, by trained personnel, were made available in the villages.The Union's 16 mobile veterinary dispensaries are manned by fully qualified staff. All the villages are visited bi-monthly, on a predetermined day, to provide animal health care. A 24-hour Emergency Service is also available at a fee (Rs. 35 for members and Rs. 100 for non-members). All the mobile veterinary vans are equipped with Radio Telephones. The Union runs a semen production center where it maintains high pedigreed Surti buffalo bulls, Holstein Friesian bulls, Jersey bulls and 50 per cent crossbred bulls. The semen obtained from these bulls is used for artificial breeding of buffaloes and cows belonging to the farmer members of the district. The artificial insemination service has become very popular because it regulates the frequency of calving in cows and buffaloes thus reducing their dry period. Not only that, a balanced feed concentrate is manufactured in the Union's Cattle Feed Plant and sold to the members through the societies at cost price.

Impressive though its growth, the unique feature of the Amul sagas did not lie in the extensive use of modern technology, nor the range of its products, not even the rapid inroads it made into the market for dairy products. The essence of the Amul story lies in the breakthrough it achieved in modernizing the subsistence economy of a sector by organizing the rural producers in the areas. The Kaira experiment: A new beginning in more ways than one.

A system which involves participation of people on such a large magnitude does not confine itself to an isolated sector. The ripples of its turbulence affect other areas of the society as well. The cooperatives in the villages of Kaira are contributing to various desirable social changes such as:

The yearly elections of the management committee and its chairman, by the members, are making the participants aware of their rights and educating them about the democratic process.

Perpetuating the voluntary mix of the various ethnic and social groups twice-a-day for common causes and mutual betterment has resulted in eroding many social inequilibria. The rich and the poor, the elite and the ordinary come together to cooperate for a common cause.

Live exposure to various modern technologies and their application in day-to-day life has not only made them aware of these developments but also made it easier for them to adopt these very processes for their own betterment. One might wonder whether the farmer who knows almost everything about impregnating a cow or buffalo, is also equally aware of the process in the humans and works towards planning it.

More than 900 village cooperatives have created jobs for nearly 5000 people in their own villages -- without disturbing the socio-agro-system -- and thereby the exodus from the rural areas has been arrested to a great extent.

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The income from milk has contributed to their household economy. Besides, women, who are the major participants, now have a say in the home economy.

Independent studies by various individuals and institutions have shown that as high as 48 per cent of the income of the rural household in Kaira District is being derived from dairying. Since dairying is a subsidairy occupation for the majority of the rural population, this income is helping these people not only to liberate themselves from the stronghold of poverty but also to elevate their social status.

Members: 13 district cooperative milk producers' Union

No. of Producer Members: 2.6 million

No. of Village Societies: 12,792

Total Milk handling capacity: 10.16 million litres per day

Milk collection (Total - 2006-07):

2.38 billion litres

Milk collection (Daily Average 2006-07):

6.5 million litres

Milk Drying Capacity: 594 Mts. per day

Cattlefeed manufacturing Capacity:

2640 Mts per day

List of Products Marketed:

Breadspreads:

Amul Butter Amul Lite Low Fat Breadspread Amul Cooking Butter

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http://www.amul.com/bread-lite.html

http://www.amul.com/bread-butter.html


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) Utterly Delicious Pizza

Mithaee Range (Ethnic sweets):

Amul Shrikhand (Mango, Saffron, Almond Pistachio, Cardamom) Amul Amrakhand Amul Mithaee Gulabjamuns Amul Mithaee Gulabjamun Mix Amul Mithaee Kulfi Mix Avsar Ladoos

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 Amul Shakti Toned Milk Amul Fresh Cream Amul Snowcap Softy Mix

Pure Ghee:

Amul Pure Ghee Sagar Pure Ghee Amul Cow Ghee

Infant Milk Range:

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http://www.amul.com/cooking-sagar.html

http://www.amul.com/cooking-sagar.html

http://www.amul.com/fresh-cream.html

http://www.amul.com/fresh-slim.html

http://www.amul.com/fresh-gold.html

http://www.amul.com/fresh-tazza.html

http://www.amul.com/desserts-kulfi.html

http://www.amul.com/desserts-jamunmix.html

http://www.amul.com/desserts-gulabjamun.html

http://www.amul.com/desserts-shrikhand-.html

http://www.amul.com/cheese-gouda.html

http://www.amul.com/cheese-emmental.html

http://www.amul.com/cheese-mozzarella.html

http://www.amul.com/cheese-spreads.html

http://www.amul.com/cheese-cheddar.html


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 Milk Powder Amulya Dairy Whitener Sagar Skimmed Milk Powder Sagar Tea and Coffee Whitener

Sweetened Condensed Milk:

Amul Mithaimate Sweetened Condensed Milk

Fresh Milk:

Amul Taaza Toned Milk 3% fat Amul Gold Full Cream Milk 6% fat Amul Shakti Standardised Milk 4.5% fat Amul Slim & Trim Double Toned Milk 1.5% fat Amul Saathi Skimmed Milk 0% fat Amul Cow Milk

Curd Products:

Yogi Sweetened Flavoured Dahi (Dessert) Amul Masti Dahi (fresh curd) Amul Lassee

Amul Icecreams:

Royal Treat Range (Butterscotch, Rajbhog, Malai Kulfi) Nut-o-Mania Range (Kaju Draksh, Kesar Pista Royale, Fruit Bonanza,

Roasted Almond) Nature's Treat (Alphanso Mango, Fresh Litchi, Shahi Anjir, Fresh

Strawberry, Black Currant, Santra Mantra, Fresh Pineapple) Sundae Range (Mango, Black Currant, Sundae Magic, Double Sundae) Assorted Treat (Chocobar, Dollies, Frostik, Ice Candies, Tricone,

Chococrunch, Megabite, Cassatta) Utterly Delicious (Vanila, Strawberry, Chocolate, Chocochips, Cake

Magic)

Chocolate & Confectionery:

Amul Milk Chocolate

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http://www.amul.com/desserts-chocolates.html

http://www.amul.com/icecream/nature.html

http://www.amul.com/icecream/nutomania.html

http://www.amul.com/icecream/royal.html

http://www.amul.com/cooking-mastidahi.html

http://www.amul.com/fresh-gold.html

http://www.amul.com/fresh-tazza.html

http://www.amul.com/cooking-mithai.html

http://www.amul.com/powder-coffee.html

http://www.amul.com/powder-skimmilk.html

http://www.amul.com/powder-dairy.html

http://www.amul.com/powder-milkpowder.html

http://www.amul.com/powder-milkfood.html


Amul Fruit & Nut Chocolate

Brown Beverage:

Nutramul Malted Milk Food

Milk Drink:

Amul Kool Flavoured Milk (Mango, Strawberry, Saffron, Cardamom, Rose, Chocolate)

Amul Kool Cafe

Health Beverage:

Amul Shakti White Milk Food

‘Process of Marketing Research

1) Need of Research:

To increase the sale & market share of Amul Malai Paneer.

2) Research Objectives:

To know consumers’ preferences & perception towards paneer To determine the consumption pattern of paneer To determine the demand, supply & performance of the product To analyse retailers’ product & service satisfaction

3) Methodology

Exploratory Research:

The research work was Exploratory in nature and was meant to provide the basic information required by research objectives. A preliminary study and findings can be further consolidated after detailed conclusion study has been carried out. The major methods employed in research are Survey and Observations.

We have done pilot study to get the basic information about the product. This information help us to prepare the questionnaire.

4) Sampling Technique

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http://www.amul.com/healthy-nutramul.html

http://www.amul.com/desserts-chocolates.html


Sample Composition

Retailers Simple random samplingHouseholds Simple random samplingRestaurants Simple random samplingCaterers Simple random samplingFlight Kitchens Judgment sampling

Area of research

Geographical Region

Southern Mumbai Western Mumbai Central Mumbai

Areas CST-Sion / Churchgate- Mahim

Bandra-Dahisar Sion-Mulund

Sample Size Composition

Retailers 477Household 637Restaurant 78Caterers 15

Flight Kitchen 4

5) Tools used for Research

Tools used for this research are Questionnaire, short interviews, SPSS software. A brief questionnaire focused to collect the relevant information was prepared. The respondents were asked to fill up this questionnaire followed by a short interview. The data gathered through these questionnaires was analyzed using different statistical tools (SPSS) to judge the target audience behavior and major factors, which influence them to use paneer.

6) Time for Completion

The time taken to complete the project was 45 days. 5 days for designing questionnaire, 30 days for market survey and filling questionnaire from the respondents, and 10 days for data coding, analysis and compiling of report.

7) Data Collection:

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Primary Data :- The respondents were personally interviewed with the help of a structured questionnaire.

Secondary Data :-o www.amul.coop

Editing:

This is the first step after data collection and performed to detect errors, omissions etc.

The data is corrected when possible and it is ensured that minimum quality standards have been achieved. Here central editing was done in order to ensure that data is:

Accurate Consistent with the intent of the question Uniformly entered Completed Arranged to simplify coding and tabulation

Coding:

This process involves assigning numbers or other symbols to answer so that the responses can be grouped into classes or categories.

Alphanumeric, numeric codes were used by us in order to ensure that categorization of data establishes

Appropriateness Exhaustiveness Single Dimension

Tabulating:

This process converts information gathered by primary methods to a medium for viewing and editing.

This was done to create data files, records and link files to ensure simple storage, retrieval and updating of data.

SWOT Analysis Of Amul Paneer

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Strength

Brand Name

Availability

Presence in dice form

Weakness

No Advertisement

Replacement Problem

Lack of awareness

Lack of coordination between

distributor and retailers

Uneducated salesmen

Opportunities

Availability Block paneer of 500

gm & 1kg

Poor Coordination & Distribution

Of local brands

Threat

Competing Brands (Warana

Vijaya)

Emerging Brands (Nestle Paneer

Mother Dairy Paneer)

Retailers Analysis

1) Do you keep Paneer?

South Western Central

Yes 173 185 84

No 9 5 21

Availability of Paneer

95

97

80

5

3

20

0 20 40 60 80 100 120

South

Western

Central

Percentage

No

Yes

__________________________________________________ 18


13) If No, then why

Margin Low Demand

Availability Perishability Others

South 2 1 1 2 3

Western 0 0 0 5 0

Central 6 2 2 1 10

Reasons for nonavailiabilty of paneer

02468

101214

Mar

gin

Low D

eman

d

Availa

bility

Perish

abilit

y

Other

s

Res

po

nse Central

Western

South

4) If Low demand of product, then what customer is looking for


Freshness 6 7 1

Softness 4 2 0

Replacement 2 0 0

Demand Exist 0 5 0

Unawareness 0 4 1

Packaging Problem 1 2 0

Others 1 5 1

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Customers Expectations

02468

10121416

Fre

shness

Soft

ness

Repla

cem

ent

Dem

and

Exis

t

Unaw

are

ness

Packagin

g

Pro

ble

m

Oth

ers

Resp

on

se

Central

Western

South

4) Which Brand of paneer you keep?

Southern Region

Only Amul 126

Only Loose Paneer 8

Others (Mahananda,Chitale,Vijaya,Warana,Local

Brand)

12

TRIO 3

Amul & Loose Paneer 23

Amul & Others 6

Loose Paneer & Others 0

__________________________________________________ 20


__________________________________________________

Amul

OthersLP

126

128

26 6

3

0

21


Other Brands

Warana 3

Local Brand 2

Mfg 1

Mahananda 3

Chitale 2

Vijaya 1

__________________________________________________

Amul

OthersLP

126

128

26 6

3

0

22


Other Brands

25%

17%8%

25%

17%8%

Warana

Local Brand

Mfg

Mahananda

Chitale

Vijaya

Western Region

Only Amul 134

Only Loose Paneer 21

Others(Warana,Vijaya,Local Brand)

12


Amul & Others 4

Others & Loose Paneer 2

Amul,Loose Paneer & Others 1

__________________________________________________ 23


__________________________________________________

Amul

OthersLP

134

8 4

21 122

1

24


Other Brands

Vijaya 1

Warana 3

Local Brand (Govind) 8

Other Brands

8%

25%

67%

Vijaya

Warana

Local Brand (Govind)

__________________________________________________

Amul

OthersLP

134

8 4

21 122

1

25


Central Region

Only Amul 73

Only Loose Paneer 1

Others(Warana,Vijaya,Local Brand)

1


Amul & Others 3



__________________________________________________

Amul

OthersLP

73

6 30

1 10

26


Other Brands

Warana 3

Local Brand 1

__________________________________________________

Amul

OthersLP

73

6 30

1 10

27


Other Brands

75%

25%

Warana

Local Brand

3) What is its demand vis-à-vis with its competitors?

0

20

40

60

80

Response

Low Average High Can't Say

Demand

South

Western

Central

8) If Low, Then why


Price 5 56 11

Softness 7 19 4

Quality 6 10 1

Taste 5 15 1

Other (Specify) 21 16 3

Regular Supply 0 12 0

__________________________________________________


Low 23 35 17

Average 50 69 22

High 39 78 51

Can’t Say 51 8 0

28


Reasons for Low Consumption

5

7

6

5

21

0

56

19

10

15

16

12

11

4

1

1

3

0

Price

Softness

Quality

Taste

Other (Specify)

Regular Supply

Central

Western

South

6) What margins do you get from different brand of paneer?


1-5% 4 9 1

6-10% 31 81 36

11-15% 27 56 9

>15% 0 1 0

0

20

40

60

80

100

Response

1-5% 6-10% 11-15% >15%

Margins Range

Margins from Amul Paneer

South

Western

Central

7) If Margin, Then how much margin would you expect from company


10-15% 8 20 2

Exact 15% 26 26 9

16-20% 36 86 5

Exact 20% 11 5 9

21-25% 8 5 4

>25% 12 0 0

__________________________________________________ 29


8 20 2

26 26 9

36 86 5

11 5 9

8 5 4

12 00

10-15%

16-20%

21-25%M

arg

ins

Margins Expected

South

Western

Central

9) How many time distributors salesmen are coming in a week?


Once 17 48 8

Twice 123 136 36

Thrice 7 5 3

17

123

7

48

136

5

8363


Salesman Visit

Thrice

Tw ice

Once

11) Do you get Amul POP’s?


Yes 32 26 17

No 119 142 30

__________________________________________________ 30


Amul POP's

2116

36

7984

64

0

10

20

30

40

50

60

70

80

90


Perc

en

tag

eYes

No

12) Is the condition of the stock proper when received?


Yes 149 147 41

No 0 11 4

100

0

93

7

91

9

86

88

90

92

94

96

98

100

Per

cen

tag

e


Condition of Stock

10) How many packets get consume weekly?

Southern Region

KGS SALE IN WEEK NO OF RETAILERS

1 5

1.5 17

2 19

2.5 6

__________________________________________________ 31


3 47

3.5 11

4 7

4.5 20

5 26

10 23*

12 1

12.5 1

15 1

Average Consumption of Amul Paneer in a WeekSouthern Region

0

10

20

30

40

50

1 2 3 4 5 6 7 8 9 10 11 12 13

Kgs Sale in a Week

No

. o

f R

etai

lers

KGS SALE IN WEEK

NO OF RETAILERS

100GM 200GM 500GM 1KG

1 T0 5 23 25 1 0

5 TO 10 47 42 1 3

10 TO 15 20 38 0 0

15 & ABOVE 27 36 0 0

TOTAL 117 141 2 3

__________________________________________________ 32


Weekly Packwise Consumption of Amul PaneerSouthern Region

0 10 20 30 40 50

100GM

200GM

500GM

1KGP

ack

Siz

e

No. of Retailers

15 & ABOVE

10 TO 15

5 TO 10

1 T0 5

Central Region


0.5 2

1.5 16

2 5

1 2

2 1

3 6

3.5 15

4 10

1 7

2 4

2.5 2

3 5

8 24

__________________________________________________ 33


Average Consumption of Amul Paneer in a WeekCentral Region

0

5

10

15

20

25

30

1 2 3 4 5 6 7 8 9 10 11 12 13

Kgs Sale in a Week

No

. o

f R

etai

lers

KGS SALE IN WEEK

NO OF RETAILERS

100GM 200GM 500GM 1 KG

1 TO 5 23 24 0 0

6 T0 10 9 15 0 0

11 TO 15 15 17 0 0

15 & ABOVE 10 15 0 0

Weekly Packwise Consumption of Amul Paneer- Central Region

0 10 20 30

1 TO 5

6 T0 10

11 TO 15

15 & ABOVE

Pac

k S

ize

No. of Retailers

1 KG

500GM

200GM

100GM

Western Region

__________________________________________________ 34



0.5 2

1 15

1.5 18

2 35

2.5 15

3 40

3.5 10

4 3

4.5 6

5 8

7.5 1

8 3

9 1

10 29*

12 1

16 1

17 2

Average Consumption of Amul Paneer in a WeekWestern Region

0

10

20

30

40

50

1 3 5 7 9 11 13 15 17

Kgs Sale in a Week

No

. o

f R

etai

lers

NO OF RETAILERS

15 & ABOVE

100 GM 200 GM

500 GM

1KG

__________________________________________________ 35


1 T0 5 35 34 1 0

5 T0 10 23 69 2 4

10 T0 15 10 31 0 1

15 & ABOVE 6 16 1 2

74 150 4 7

Weekly Packwise Consumption of Amul PaneerWestern Region

0 20 40 60 80

100 GM

200 GM

500 GM

1KG

Pack S

ize

No. of Retailers

15 & ABOVE

10 T0 15

5 T0 10

1 T0 5

Consumer Analysis

South Mumbai

Q1) Do you use paneer?

Yes 162

No 0

162

0

0

50

100

150

200

Response

YES NO

SOUTH MUMBAI USER

Series1

Q2) Sex Composition

NO OF RESPONDENT =162 % WISE

__________________________________________________ 36


Male 143

Female 19

Sex Composition

88%

12%

Male

Female

Q3) Age composition

AGE GROUP NO OF RESPONDENT

18-25 52

26-30 37

31-40 42

41-50 19

51 & ABOVE 12

Demographic Segment

52

37

42

19

12

18-25

26-30

31-40

41-50

51 & ABOVE

AG

E G

RO

UP

NO OF PEOPLE

Series1

Q4) For which purpose you use Paneer?

__________________________________________________ 37


Vegetables 102

Sandwich 1

Vegetable & Pakodas 12

Burji 3

Cooking Veg,Nonveg,Pizzas,Sandwiches 6

Pakoda 12

Pakoda,Vegetables,Pulao 5

Vegetables,Pakoda,Burji 2

Vegetables,Pakoda,Burji,Pulao 1

Vegetables,Pakoda,Sandwich 1

Vegetables,Pakoda,Sandwich,Pulao 1

Vegetables,Pakoda,Sandwich,Tandoor,Burji,Pulao 2

Vegetables,Pulao 5

Vegetables,Pulao,Pakoda 1

Vegetables,Pulao,Pakoda,Sandwich,Tandoor 1

Vegetables,Sandwich 1

Vegetables,Tandoor 1

Vegetable & Burji 2

Paneer Dosa 2

Sandwich, Pizza 1

one purpose distribution

0

20

40

60

80

100

120

vegetable pakoda burji sandw itch

purpose of use

no

of

peo

ple

Series1

For Single purpose 120

__________________________________________________ 38


For 2 Purpose 22

For 3 Purpose 9

For more than 3 Purpose 11

Purpose of Use

0204060

80100120140

For Singlepurpose

For 2 Purpose For 3 Purpose For more than3 Purpose

purposes

no

of

peo

ple

Series1

Q5) Which brand of Paneer you use?

Amul 23

Loose Paneer 81

Others 11


Amul & Others 2



__________________________________________________ 39


Others

Mahananda 4

Warana 8

Vijaya 3

Chitale 7

Soyace 3

Aarey 2

Others Brands

15%

30%

11%

26%

11%7%

Mahananda

Warana

Vijaya

chitale

Soyace

Aarey

1 Brand Users 115

__________________________________________________

14%

50%

19%

4%

5%

1%

Loose Paneer

Amul Paneer

Others

7%

40


2 Brand Users 41

More than 2 Brands 6

Brand Penetration

0

20

40

6080

100

120

140

1 Brand Users 2 Brand Users More than 2 Brands

Series1

Q6) Do you know about Amul Malai Paneer?

Yes 97

No 65

Awareness

60%

40%Yes

No

Q7) Have You Ever Used Amul Paneer?

Yes 64

No 98

__________________________________________________ 41


Consumption

40%

60%

Yes

No

Q8) If No

Unaware 55

Availability 5

Price 5

Freshness 22

Loose paneer 9

Others 1

Reasons for non-acceptability of amul paneer

58%

5%5%

22%

9% 1%

Unaware

Availability

Price

Freshness

Loose paneer

Others

Q9) How frequently do you use Amul Malai Paneer?

Once a week 14

More than once a week 5

Once a month 16

Seldom 29

__________________________________________________ 42


Frequecy

22%

8%

25%

45%Once a w eek

More than once a w eek

Once a month

Seldom

Q10) Since how many months/years you are using this product?

Less than 24 months 34

2 to 5 years 26

More than 5 years 4

Loyalty

53%41%

6%

Less than 24 months

2 to 5 years

More than 5 years

Q11) What is the source of information?

TV Ads 11

Magazine 4

Pamphlet 0

Hoardings 0

Word Of Mouth 43

Friend/Relatives 20

Others (specify) 19

__________________________________________________ 43


Source of Information

11%4%

0%0%

44%

21%

20% TV Ads

Magazine

Pamphlet

Hoardings

Word Of Mouth

Friend/Relatives

Others (specify)

Q12) Is there Proper Visibility in the Market?

Yes 9

No 153

Q13) Do advertising affect your purchase decision?

Yes 79

No 41

Can't Say 42

__________________________________________________ 44

Visiblity

6%

94%

Yes

No


Advertising Effect

49%

25%

26%

Yes

No

Can't Say

Q14) If Amul provide you Paneer of better quality then what you have stated with approximate same price would you like to purchase it?

Yes 39

No 25

Prospective Growth

39

25

0

5

10

15

20

25

30

35

40

45

Yes No

Re

sp

on

se

__________________________________________________ 45


Western Region

Q1) Do you use paneer?

Yes 367

No 7

367

7

0

100

200

300

400

Response

Yes No

Western Mumbai User

Series1

Q2) Sex composition?

Male 123

Female 251

Sex composition

33%

67%

Male

female

Q3) Age composition?

__________________________________________________ 46


18-25 133

26-30 84

31-40 105

41-50 37

51 & above 15

Demographic Segment

133

84

105

37

15

18-25

26-30

31-40

41-50

51 & above

Response


Burgers 3

Dhokla 6

Dosa 28

For all purpose 17

Hot Dog,Burger,Pizza 4

Paratha 1

Paratha Paneer ,Dhokla 2

Pizza 2

Sandwhich,Pizza 9

Sandwiches 3

Starters 3

Vegetables 209

Vegetables & pakoras 25

Vegetables,Paneer Dhokla 10

Vegetables,Paratha 43

Vegetables,Pizzas 2

__________________________________________________ 47


Paneer Usage

050

100150200250

Bur

gers

Dos

a

Hot

Par

atha

Pan

eer

San

dwhi

ch,P

iz

star

ters

Veg

etab

les

&

Veg

etab

les,

Par

Purpose

No

of

resp

on

ses

Series1

For 2 Purpose 79

For 3 purpose 16

For More than 3 purpose 17

Purpose of use

0

50

100

150

200

250

300

For singlePurpose

For 2 Purpose For 3 purpose For More than 3purpose

Series1


Vijaya 5

Amul 87

Warana 11

Loose Paneer 203

Any Other 30

Amul, Warana 1

Amul,Loose Paneer 30

__________________________________________________ 48


Others

Vijaya 5

Warana 11

Govind 7

Others 23

Other Brands

11%

24%

15%

50%

Vijaya

Warana

Govind

Others

1 Brand Users 336

2 Brand Users 31

__________________________________________________

87

203

30

0

0

1

Loose Paneer

Amul Paneer

Others

46

49


BRANDS USERS

92%

8%

1 Brand Users

2 Brand Users

Q6) Do you know Amul Paneer?

Yes 196

No 171

Awareness

53%

47%Yes

No

Q7) Have you ever used Amul Paneer?

Yes 138

No 229

__________________________________________________ 50


Consumption

38%

62%

Yes

No

Q8) If No

Unaware 102

Availability 14

Price 28

Freshness 27

Loose paneer 41

Others 17

45%

6%12%

12%

18%

7%Unaware

Availability

Price

Freshness

Loose paneer

Others


Once a week 74


Once a month 4

Seldom 8

__________________________________________________ 51


Frequency

53%38%

3% 6%

Once a w eek


Once a month

Seldom



2 to 5 years 65

More than 5 years 7

Loyalty

48%

47%

5%

Less than 24 months

2 to 5 years

More than 5 years


TV Ads 21

Magazine 4

Pamphlet 0

Hoardings 0

Word Of Mouth 115

Friend/Relatives 35

Others (specify) 21

__________________________________________________ 52



11%2%0%0%

58%

18%

11%TV Ads

Magazine

Pamphlet

Hoardings

Word Of Mouth

Friend/Relatives

Others (specify)


Yes 49

No 325

Visiblity

13%

87%

Yes

No

13) Do advertising affect your purchase decision?

Yes 237

No 70

Can't say 67

Advertising Effect

63%19%

18%

Yes

No

Can't say

__________________________________________________ 53



Yes 90

No 54

Can't Say 27

Prospective Growth

90

54

27

0

20

40

60

80

100

Yes No Can't Say

Res

po

nse

Central Region

Q1) Do you use Paneer?

Yes 105

No 16

Total 121

1

105

16

0

20

40

60

80

100

120

Response

Yes No

Central Mumbai User

Series1

Series2

Q2) Sex Composition

__________________________________________________ 54


Male 55

Female 66

Sex composition

45%

55%

MALE

FEMALE

Q3) Age composition?

18-25 45

26-30 19

31-40 49

41-50 10

51 & above 4

Agewise Segment

45

19

43

10

4

18-25

26-30

31-40

41-50

51 & ABOVE

Response


__________________________________________________ 55


Vegetables 77

Pakoras 28

77

28

0

20

40

60

80

No. Of Response

Vegetables Pakoras

Purpose

Paneer Usage

Q5) Which Brand of paneer you use?

Amul 14

Loose paneer 60

Others 9

Amul & loose paneer 21

Amul & Warana 1

__________________________________________________ 56


Other Brands

Vijaya 4

Warana 5

Other Brands

44%

56%

Vijaya

Warana


Yes 77

No 44

__________________________________________________

14

60

21

0

0

1

Loose Paneer

Amul Paneer

Others

9

57


Awareness

64%

36%

Yes

No

Q7) Have you ever used Amul Malai Paneer?

Yes 37

No 84

Consumption

31%

69%

Yes

No

Q8) If No

Unaware 27

Availability 1

Price 2

Freshness 9

Loose Paneer 44

Others 1

__________________________________________________ 58


32%

1%2%11%

53%

1% Unaware

Availability

Price

Freshness

Loose Paneer

Others


Once a week 20


Once a month 5

Seldom 3

Frequency

54%

24%

14%8%

Once a w eek


Once a month

Seldom



2 to 5 years 15

More than 5 years 10

__________________________________________________ 59


Loyalty

32%

41%

27%Less than 24 months

2 to 5 years

More than 5 years


TV Ads 0

Magazine 0

Pamphlet 0

Hoarding 1

Word of mouth 43

Friends/Relative 23

Others 10

source of information

0%0%0%1%

56%30%

13%TV Ads

Magazine

Pamphlet

Hoarding

Word of mouth

Friends/Relative

Others

Q12) Is there proper visibility in the market?

Yes 12

No 109

__________________________________________________ 60


Visibility

10%

90%

Yes

No

Q13) Do advertising effect your purchase decision?

Yes 92

No 11

Can't say 18

Advertising Effect

76%

9%

15%

Yes

No

Can't say

Q14)If Amul provide you Paneer of better quality then what you have stated with approximate same price would you like to purchase it?

Yes 20

No 14

Can't say 10

Prospective Growtrh

20

14

10

0

5

10

15

20

25

Yes No Can't say

Re

sp

on

se

Restaurants Analysis

__________________________________________________ 61



Amul Only 8

Warana Only 1

Loose Paneer 63

Amul & Loose Paneer

6

Brands Used

10% 1%

81%

8%Amul

Warana

Loose Paneer

Amul & Loose Paneer


Yes 47

No 31

Awareness

60%

40%

Yes

No

7) Have you ever used Amul Malai Paneer?

__________________________________________________ 62


Yes 14

No 50

Consumption

22%

78%

Yes

No

Q8) If No, then why

Unaware 10

Availability 8

Price 22

Freshness 12

Loose paneer 9

Others 0

Reasons for nonusage of Amul Paneer

108

22

129

00

5

10

15

20

25

Unaware Availability Price Freshness Loosepaneer

Others

9) Since how many months/years you are using this product?

__________________________________________________ 63


< 24 months 5

2 to 5 years 9

> 5 years 1

Loyalty

33%

60%

7%

< 24 months

2 to 5 years

> 5 years


TV Ads 8

Magazine 2

Pamphlet 0

Hoardings 0

Word Of Mouth 9

Friend/Relatives 8

Others (specify) 2


8

2

0 0

98

2

0

2

4

6

8

10

12) Is there Proper Visibility in the Market?

Yes 9

No 69

__________________________________________________ 64


Visibility

12%

88%

Yes

No

13) Do advertising affect your purchase decision?

Yes 29

No 25

Can't Say 23

Advertising Effect

38%

32%

30%

Yes

No

Can't Say


Yes 19

No 19

Can't Say 14

__________________________________________________ 65


Prospective Growth

36%

37%

27%

Yes

No

Can't Say

Q5) Quantity you mostly purchase is?

Of Amul Dice Block

100gm 3 1

200gm 4 0

500gm 0 2

1kg 3 1

Amul Paneer Consumption

0

10

20

30

40

50

60

100gm 200gm 500gm 1kg

Perc

en

tag

e

Dice

Block

Of Loose Paneer Dice Block

100gm 0 1

200gm 0 2

500gm 0 2

1kg 1 2

__________________________________________________ 66


0

1

0

2

0

2

1

2

0

0.5

1

1.5

2

100gm 200gm 500gm 1kg

Packets Size

Loose Paneer Consumption

Dice

Block

Caterers Analysis


Amul 0

Loose Paneer 15

__________________________________________________ 67


Consumption Pattern

0%

100%

Amul

Loose Paneer


Yes 9

No 6

Awareness

60%

40%Yes

No


Yes 0

No 9

__________________________________________________ 68


YesNo

S1

0

9

0

2

4

6

8

10

Response

Amul Loyalty

Q7) If No, then why

Price 6

Freshness 1

Loose paneer 2

Factors Affecting Uses

67%

11%

22%

Price

Freshness

Loose paneer


Yes 0

No 15

__________________________________________________ 69


0

15

0

5

10

15

Yes No

Visibility


Yes 7

No 4

Can't Say 4

7

4 4

0

1

2

3

4

5

6

7

Yes No Can't Say

Advertising


Yes 2

No 2

Can’t Say 2

__________________________________________________ 70


Prospective Growth

34%

33%

33%

Yes

No

Can't Say

Q4) What factors will you consider while buying Paneer?

Taste 44

Price 51

Brand Name 29

Softness 59

Availability 31

Packaging 22

Factors Consider

4451

29

59

3122

0

10

20

30

40

50

60

70

Taste Price BrandName

Softness Availability Packaging

Resp

on

se

Q5) Quantity you mostly purchase is?

Weight KGS

100 gm 0

200 gm 0

500 gm 0

Equal or more than 1kg 15

__________________________________________________ 71


Quantity Purchase

0 0 0

15

02468

10121416

100 gm 200 gm 500 gm Equal or morethan 1kg

Flight Kitchen


Amul 0

Loose Paneer 4

__________________________________________________ 72


Consumption Pattern

0%

100%

Amul

Loose Paneer


Yes 2

No 2

Awareness

50%50%Yes

No


Yes 1

No 3

__________________________________________________ 73


Loyalty

25%

75%

Yes

No

Q8) If No, then why

Unaware 2

Availability 0

Price 0

Freshness 0

Loose paneer 2

Others 0

Factors Affecting Uses

50%

0%0%0%

50%

0%Unaw are

Availability

Price

Freshness

Loose paneer

Others


TV Ads 0

Word Of Mouth 2

__________________________________________________ 74


0

2

0

0.5

1

1.5

2

Response

1

Source Of Information

TV Ads

Word Of Mouth


Yes 1

No 3

Visibility

25%

75%

Yes

No


Yes 1

No 0

cant say 3

__________________________________________________ 75


0

0.5

1

1.5

2

2.5

3

Yes No cant say

Advertising Factor


Yes 1

No 1

Prospective Growth

Yes50%

No50%

Q4) what factors will you consider while buying Paneer?

Taste 14

Price 17

Brand Name

11

Softness 19

__________________________________________________ 76


Availability 18

Packaging 10

Factor Consider

14

17

11

19 18

10

0

5

10

15

20

Taste Price BrandName

Softness Availability Packaging

Resp

on

se

Q5) Quantity you mostly purchase?

Flight Kitchen Kg/Day

OBEROI FLIGHT KITCHEN 80

AMBESDER SKY CHEF 70

TAJ FLIGHT KITCHEN 300

AIR INDIA CHEF 125

Quantity Purchase

14%

12%

52%

22% OBEROI FLIGHTKITCHEN

AMBESDER SKY CHEF

TAJ FLIGHT KITCHEN

AIR INDIA CHEF

Weight Response

100 gm 0

200 gm 0

500 gm 0

1 kg 4

__________________________________________________ 77


Quantity Purchase

0 0 0

4

00.5

11.5

22.5

33.5

44.5

100 gm 200 gm 500 gm 1 kg

Resp

on

se

Findings

Southern Region

Replacement Problem

6 28.57143 29

Problem with stock

1 4.761905 5

__________________________________________________ 78


Bad services 5 9.52381 9

Problem with margin

2 23.80952 24

Freshness of paneer

4 19.04762 19

No POP's 3 14.28571 14

Problem Analysed

28%

5%

24%10%

19%

14% Replacement Problem

Problem with stock

Bad services

Problem with margin

Freshness of paneer

No POP's

Western Region

Distribution problem 4 4 14.28571

Need in block form of 500gm

7 1 3.571429

Replacement 2 6 21.42857

Margin 1 7 25.00

No proper Packaging 6 2 7.142857

Service is not good 5 3 10.71429

No POP's 3 5 17.85714

__________________________________________________ 79


Problems Analysed

14%

25%

7%4%21%

18%

11%

Distribution problem

Need in block form of500gm

Replacement

Margin

No proper Packaging

Service is not good

No POP's

Central Region

Freshness 3 2 20

No POP's 2 3 30

No Fridge, No approach from company

4 1 10

Problem with margin 1 4 40

Problems Analysed

30%

20%

40%

10%Freshness

No POP's

No Fridge, No approachfrom company

Problem with margin

Competitive Analysis (Attributes)

__________________________________________________ 80


High Brand Name & SoftnessModerate Taste & PackagingLow Price & Availability

High Brand Name & PackagingModerate Price & AvailabilityLow Taste & Softness

__________________________________________________ 81

Competitive Analysis-Western Region

0 1 2 3 4 5

Brand Name

Packaging

Availability

Price

Softness

Taste

Local Paneer

Amul Paneer

Competitive Analysis-Central Region

0 1 2 3 4 5

Softness

Brand Name

Taste

Packaging

Availability

Price

Local Paneer

Amul Paneer

Competitive Analysis-South Region

0 1 2 3 4 5

Brand Name

Availability

Price

Packaging

Taste

Softness

Local Paneer

Amul Paneer


High Brand Name & PackagingModerate Price & AvailabilityLow Taste & Softness

Conclusions Amul has a competitive advantage on attributes like Brand Name &

Packaging. Needs to emphasis more on Taste & Softness.

Areas to be penetrated Region Wise

__________________________________________________ 82


Southern RegionAll Fresh – Dadar MarketNeelam Agency – Portugese ChurchNM Joshi MargAdarsh Sweet & Farsan Mart – NM Joshi MargSony Mony Provision Store – Haji AliOm Dry Fruits – ParelRichie rich – Mahim ChurchChedda Dry Fruits – Shivaji ParkKamal Grain Stores – Mount RoadAlkaber – BycullaMonji Jetshi & Co- Parel Village

Central RegionSuyog Restaurant – WadalaJoy Tea Centre – Bhandup WestAmrit Bhoj – LBS Marg Bhandup WestGupta Chana & Dry Fruits – Bhandup WestHasmukh Tea & Dry Fruits - Bhandup WestPrataprai & Sons – Bhandup West

Western RegionMaharastra Store – Goregoan EastPopular Stores – Goregoan EastBobby Novelty Stores – Goregoan EastAdarsh Dry Fruit & General Store – Goregoan EastBharti Dugdhalya – Andheri EastShakti Tea Centre – Santacruz East (If Price Factor consider then Amul will sell)

Central Region

__________________________________________________ 83


To know the consumer Preferences: (ref Q2 & Q3 from Questionnaire)(T test dependent left tail)

1. For Taste

Sr. No Any Paneer Rate for Amul Paneer1 5 52 4 43 5 3. . .. . .. . .

29 4 330 5 3

Hypothesis:H0: µ2 =µ1 No difference in the rating given to any paneer & to Amul Malai

PaneerH1: µ2 < µ1 Rating given to Amul Paneer is lesser than that given to any Paneer.

Let α = 10%

Paired Samples Statistics

Mean NStd.

Deviation

Std. Error Mean

Pair 1

Any 4.20(a) 30 .664 .121Amul 4.20(a) 30 .664 .121

Conclusion: The correlation and t cannot be computed because the standard error of the difference is 0.

2. For Price


29 3 230 3 2

__________________________________________________ 84


Hypothesis:H0: µ2 =µ1 No difference in the rating given to any Paneer & to Amul Malai

PaneerH1: µ2 < µ1 Rating given to Amul Malai Paneer is lesser than that given to any

Paneer

Let α = 10%


Mean NStd.

Deviation

Std. Error Mean

Pair 1

Any 2.57 30 1.104 .202Amul 2.63 30 .809 .148

Paired Samples Correlations

NCorrelati

on Sig.Pair 1 Any &

Amul30 .202 .284

Paired Samples Test

Paired Differences

t DfSig. (2-tailed)Mean

Std. Deviation

Std. Error Mean

90% Confidence Interval of the

Difference

Lower UpperPair 1 Any -

Amul-.067 1.230 .225 -.448 .315 -.297 29 .769

Conclusion: Since Significance level ( p-value ) is greater than .05i.e .76>.05

Therefore null hypothesis is accepted, i.e. at 90% confidence level there is noSignificant difference in rating given to any Paneer and to Amul PaneerAlso, mean rating for any Paneer is lesser than mean rating for Amul paneer, which means

pricing for Amul paneer is better than pricing for any Paneer.

3. For Brand Name

__________________________________________________ 85



29 5 330 5 3

Hypothesis:H0 : µ2 =µ1 No difference in the rating given to any Paneer & to Amul Malai

Paneer

H1: µ2 < µ1 Rating given to Amul Paneer is lesser than that given to any Paneer

Let α = 10%Paired Samples Statistics

Mean NStd.

Deviation

Std. Error Mean

Pair 1

Any 4.23 30 .774 .141Amul 3.83 30 .648 .118


NCorrelati

on Sig.Pair 1 Any &

Amul30 -.126 .507

Paired Samples TestPaired Differences


Std. Deviation

Std. Error Mean


DifferenceLower Upper

Pair 1 Any – Amul

.400 1.070 .195 .068 .732 2.048 29 .050

Conclusion: Since Significance level ( p-value ) is equal than .05

__________________________________________________ 86


i.e. .050=.05Therefore null hypothesis is accepted, i.e. . at 90% confidence level there is noSignificant difference in rating given to any Paneer and to Amul PaneerAlso, mean rating for any Paneer is more than mean rating for Amul paneer, which means brand name for Amul paneer is not better than any Paneer.

4. For Softness

Sr. No Any Paneer Rate for Amul Paneer1 4 32 3 23 4 4. .. .. .

29 3 230 3 2

Hypothesis:H0: µ2 =µ1 No difference in the rating given to any Paneer & to Amul Paneer

H1: µ2 < µ1 Rating given to Amul paneer is lesser than that given to any Paneer.

Let α = 10%


Mean NStd.

Deviation

Std. Error Mean

Pair 1

Any 3.67 30 .844 .154Amul 2.73 30 1.285 .235


NCorrelati

on Sig.Pair 1 Any &

Amul30 -.085 .656

Paired Samples Test

__________________________________________________ 87


Paired Differences


Std. Deviation

Std. Error Mean


Difference

Lower UpperPair 1 Any –

Amul.933 1.596 .291 .438 1.428 3.203 29 .003

Conclusion: Since Significance level ( p-value ) is lesser than .05i.e. .003<.05

Therefore null hypothesis is rejected, i.e. at 90% confidence level there isSignificant difference in rating given to any Paneer and to Amul Paneer

5. For Availability


29 3 330 3 2



Let α = 10%


Mean NStd.

Deviation

Std. Error Mean

Pair 1

Any 3.33 30 .959 .175Amul 2.90 30 .712 .130


__________________________________________________ 88


NCorrelati

on Sig.Pair 1 Any &

Amul30 -.455 .012

Paired Samples Test

Paired Differences


Std. Deviation

Std. Error Mean


Difference


Amul.433 1.431 .261 -.011 .877 1.659 29 .108

Conclusion: Since Significance level ( p-value ) is greater than .05i.e .108>.05

Therefore null hypothesis is accepted, i.e. at 90% confidence level there is noSignificant difference in rating given to any Paneer and to Amul Paneer

6. For Packaging


29 3 230 5 2



Let α = 10%


__________________________________________________ 89


Mean NStd.

Deviation

Std. Error Mean

Pair 1

Any 3.13(a) 30 .937 .171Amul 3.13(a) 30 .937 .171

Conclusion: The correlation and t cannot be computed because the standard error of the difference is 0.

South RegionTo know the consumer Preferences: (ref Q2 & Q3 from Questionnaire)

(T test dependent left tail)

1. For Taste


29 4 430 4 4

Hypothesis:H0: µ2 =µ1 No difference in the rating given to any paneer & to Amul Malai


Let α = 10%


Mean NStd.

Deviation

Std. Error Mean

Pair 1

Any 4.47 30 .900 .164Amul 2.97 30 1.217 .222


__________________________________________________ 90


NCorrelati

on Sig.Pair 1 Any &

Amul30 .141 .458

Paired Samples Test

Paired Differences


Std. Deviation

Std. Error Mean


Difference


Amul1.500 1.408 .257 1.063 1.937 5.835 29 .000



Q2) For Price


29 2 230 2 2


Paneer

H1: µ2 < µ1 Rating given to Amul Malai Paneer is lesser than that given to anyPaneer

Let α = 10%


__________________________________________________ 91


Mean NStd.

Deviation

Std. Error Mean

Pair 1

Any 3.00 30 1.203 .220Amul 3.63 30 .999 .182


NCorrelati

on Sig.Pair 1 Any &

Amul30 .172 .363

Paired Samples Test

Paired Differences


Std. Deviation

Std. Error Mean


Difference


Amul-.633 1.426 .260 -1.076 -.191 -2.433 29 .021



Q3) For Brand Name


29 5 530 3 3

Hypothesis:

__________________________________________________ 92


H0: µ2 =µ1 No difference in the rating given to any Paneer & to Amul Malai Paneer


Let α = 10%


Mean NStd.

Deviation

Std. Error Mean

Pair 1

Any 2.70 30 1.149 .210Amul 4.20 30 .805 .147


NCorrelati

on Sig.Pair 1 Any &

Amul30 .142 .455

Paired Samples Test

Paired Differences


Std. Deviation

Std. Error Mean


Difference


Amul-1.500 1.306 .239 -1.905 -1.095 -6.289 29 .000

Conclusion: Since Significance level ( p-value ) is equal than .05i.e .000<.05


2. For Softness

__________________________________________________ 93



29 2 230 2 2




Mean NStd.

Deviation

Std. Error Mean

Pair 1

Any 4.37 30 .999 .182Amul 2.43 30 1.165 .213


NCorrelati

on Sig.Pair 1 Any &

Amul30 .214 .256

Paired Samples Test

Paired Differences


Std. Deviation

Std. Error Mean


Difference


Amul1.933 1.363 .249 1.511 2.356 7.770 29 .000

__________________________________________________ 94


Conclusion: Since Significance level (p-value) is lesser than .05i.e .000<.05


Q5) For Availability


29 4 430 3 4


Paneer

H1 : µ2 < µ1 Rating given to Amul Paneer is lesser than that given to any Paneer.

Let α = 10%


Mean NStd.

Deviation

Std. Error Mean

Pair 1

Any 2.73 30 1.172 .214Amul 3.87 30 .900 .164


NCorrelati

on Sig.Pair 1 Any &

Amul30 .259 .166

Paired Samples Test

__________________________________________________ 95


Paired Differences


Std. Deviation

Std. Error Mean


Difference


Amul-1.133 1.279 .234 -1.530 -.736 -4.852 29 .000

Conclusion: Since Significance level ( p-value ) is lesser than .05i.e .000<.05


Q6). For Packaging


29 5 530 3 3


Paneer

H1: µ2 < µ1 Rating given to Amul Paneer is lesser than that given to any Paneer.

Let α = 10%


Mean NStd.

Deviation

Std. Error Mean

Pair 1

Any 3.37 30 1.189 .217Amul 3.47 30 1.008 .184


__________________________________________________ 96


NCorrelati

on Sig.Pair 1 Any &

Amul30 -.061 .747

Paired Samples Test

Paired Differences


Std. Deviation

Std. Error Mean


Difference


Amul-.100 1.605 .293 -.598 .398 -.341 29 .735

Conclusion: Since Significance level ( p-value ) is greater than .05.735>.05


Paneer.

Western RegionTo know the consumer Preferences: (ref Q2 & Q3 from Questionnaire)

(T test dependent left tail)

1. for Taste


29 4 330 5 2

Hypothesis:

__________________________________________________ 97


H0: µ2 =µ1 No difference in the rating given to any paneer & to Amul Malai Paneer



Mean NStd.

Deviation

Std. Error Mean

Pair 1

Any 4.43 30 .504 .092Amul 3.67 30 .959 .175


NCorrelati

on Sig.Pair 1 Any &

Amul30 .166 .379

Paired Samples Test

Paired Differences


Std. Deviation

Std. Error Mean


Difference


Amul.767 1.006 .184 .454 1.079 4.173 29 .000



__________________________________________________ 98


Q2) For Price


29 3 330 5 4


Paneer

H1: µ2 < µ1 Rating given to Amul Malai Paneer is lesser than that given to anyPaneer


Mean NStd.

Deviation

Std. Error Mean

Pair 1

Any 3.87 30 .860 .157Amul 3.40 30 .814 .149


NCorrelati

on Sig.Pair 1 Any &

Amul30 .079 .679

Paired Samples Test

Paired Differences


Std. Deviation

Std. Error Mean


Difference


Amul.467 1.137 .208 .114 .819 2.249 29 .032

__________________________________________________ 99


Conclusion: Since Significance level ( p-value ) is lesser than .05i.e .032 < .05


Q3) For Brand Name

Sr. No Rate for any paneer Rate for Amul Paneer1 3 52 5 53 4 4. . .. . .. . .

29 5 330 3 4


Paneer



Mean NStd.

Deviation

Std. Error Mean

Pair 1

Any 4.10 30 .803 .147Amul 4.23 30 .679 .124


NCorrelati

on Sig.Pair 1 Any &

Amul30 -.108 .572

__________________________________________________ 100


Paired Samples Test

Paired Differences


Std. Deviation

Std. Error Mean


Difference


Amul-.133 1.106 .202 -.476 .210 -.660 29 .514

Conclusion: Since Significance level ( p-value ) is equal than .05i.e .514> .05

Therefore null hypothesis is accepted. i.e. at 90% confidence level there is noSignificant difference in rating given to any Paneer and to Amul Paneer

.

4. For Softness


29 3 330 5 2




Mean NStd.

Deviation

Std. Error Mean

Pair 1

Any 3.80 30 .961 .176Amul 2.57 30 .568 .104

__________________________________________________ 101



NCorrelati

on Sig.Pair 1 Any &

Amul30 -.417 .022

Paired Samples Test

Paired Differences


Std. Deviation

Std. Error Mean


Difference


Amul1.233 1.305 .238 .829 1.638 5.178 29 .000

Conclusion: Since Significance level ( p-value ) is lesser than .05i.e .000<.05


Q5) For Availability


29 4 330 3 4


Paneer


__________________________________________________ 102


Let α = 10%


Mean NStd.

Deviation

Std. Error Mean

Pair 1

Any 3.73 30 .640 .117Amul 3.50 30 .777 .142


NCorrelati

on Sig.Pair 1 Any &

Amul30 -.416 .022

Paired Samples Test

Paired Differences


Std. Deviation

Std. Error Mean


Difference


Amul.233 1.194 .218 -.137 .604 1.070 29 .293

Conclusion: Since Significance level ( p-value ) is lesser than .05i.e .293>.05


__________________________________________________ 103


Q6). For Packaging


29 4 430 5 3

Hypothesis:H0 : µ2 =µ1 No difference in the rating given to any Paneer & to Amul Malai

Paneer

H1 : µ2 < µ1 Rating given to Amul Paneer is lesser than that given to any Paneer.


Mean NStd.

Deviation

Std. Error Mean

Pair 1

Any 3.73 30 .640 .117Amul 3.50 30 .777 .142


NCorrelati

on Sig.Pair 1 Any &

Amul30 -.416 .022

__________________________________________________ 104


Paired Samples Test

Paired Differences


Std. Deviation

Std. Error Mean


Difference


Amul.233 1.194 .218 -.137 .604 1.070 29 .293

Conclusion: .293 > .05Therefore null hypothesis is accepted, i.e. at 90% confidence level there is no

Significant difference in rating given to any Paneer and to Amul PaneerPaneer.

__________________________________________________ 105


Recommendations For Action

Cross promotions by introducing scratch cards (discount coupons) with Amul’s leading products.

Direct distribution of paneer to flight kitchens which will reduce the middleman cost and will improve relations.

Arrange POP’s which convey the message as under:

Introduce block forms of 200 gms. Include paneer recipe booklets along with Amul Paneer. Should concentrate more on areas where loose paneer is not

available eg. NM Joshi Marg. Better coordination in terms of availability across distributors of

dairy products & ice cream products. Capture market related data through use of GIS or other

software to know the key outlets of an area. Training to be imparted to salesmen for better and more careful

stock handling to reduce transit damages and save on replacement costs.

Introduce Fresh Paneer which could be distributed through the cold chain of Amul Dahi.

__________________________________________________

The Taste of IndiaYahan par sabhi Amul

Products uplabdh hain

106


Annexure

Questionnaire-Retailer

1) Do you keep Paneer?

Yes No (If No, Goto Q No. 13)

2) Which Brand of paneer you keep? Vijaya Amul (If No, Goto Q No.5) Warana Local Brand Loose Paneer Others (Specify):______________________________________________________

3) What is its demand vis-à-vis with its competitors?

Low Medium High

(If No, Goto Q No.4)

4) If Low, Then why

Price Softness Quality Taste Regular Supply Others (Specify):______________________________________________________

5) If No, Then why

Margin (If Margin, Goto Q No.6 and 7) Low demand of product (If Low demand of product, Goto Q No.8) Availability (If availibilty, Goto Q No. 9 and 10) Perishability Others (Specify):_______________________________________________________

__________________________________________________ 107


6) What extra margins do you get from different brand of paneer?

MarginBrand

1-5% 6-10% 11-15% Above 15%

AmulWaranaVijayaLocal BrandLocal PaneerOthers (Specify)

7) If Margin, Then how much margin would you expect from company________________________________________________________________

8) If Low demand of product, Then what customer is looking for_____________________________________________________________________

9) If Availability,

How many time distributors salesmen are coming in a week?

Once Twice Thrice More than three

10) How many packets get consume weekly?

Quantity Consumption

100gm 200gm 500gm 1kg

1-56-1011-15Above 15

11) Do you get Amul POP’s? Yes No

12) Is the condition of the stock proper when received?

Yes No

If No, Then what’s the problem?

__________________________________________________ 108


13) If No, Then why

Margin Low demand of product Perishability Others (Specify):_______________________________________________________

Name of the establishment: ________________________________________________

Name of the retailer: ______________________________________________________

Address: ________________________________________________________________________

________________________________________________________________________

Contact No.________________________________

Questionnaire – Consumer Insights

1) Do you use Paneer?

Yes No

2) For which purpose you use Paneer?

3) Which brand of Paneer you use?

Vijaya Amul Warana

__________________________________________________ 109


Loose Paneer Any Other, (Please Specify):____________________________________________4) What factors will you consider while buying Paneer?

(Rate them on a scale of 1 to 5) 5-Highest, 1-Lowest

5) Quantity you mostly purchase is: D: Dice B: Block

QuantitySegment

100gm D B

200gmD B

500gmD B

1kgD B

Households

Restaurants

Canteen

Catering

6) Do you know about Amul Malai Paneer?

Yes No

(If No, Goto Q.No.14)

7) Have you ever used Amul Malai Paneer?

Yes No

If No, Then why Unaware Availability Price Freshness

__________________________________________________

Rate Factors

5 4 3 2 1

Taste

Price

Brand Name

Softness

Availability

Packaging

110


Loose paneer Others (Specify):________________________________________________________________

8) How frequently do you use Amul Malai Paneer?

Once a week More than once a week Once a month Seldom

9) Since how many months/years you are using this product? Less than 24 months 2 to 5 years More than 5 years

10) How would you rate “Amul Malai Paneer” on the following factors?

(Rate them on a scale of 1 to 5) 5-Highest, 1-Lowest

RateFactors

5 4 3 2 1

Taste

Price

Brand Name

Softness

Availability

Packaging

11) What is the source of information?

TV Ads Magazine Pamphlet Hoardings Word Of Mouth Friend/Relatives Others (Specify):_______________________________________________________________

__________________________________________________ 111


12) Is there Proper Visibility in the Market?

Yes No 13) Do advertising affect your purchase decision?

Yes No Can’t Say

14) If Amul provide you Paneer of better quality then what you have stated with approximate same price would you like to purchase it?

Yes No

Name of the respondent: _________________________________________________

Age: ___________ Yrs.

Sex

Male Female

Telephone / Mobile No. _____________________________

Bibliography

http://www. amul.com/The Official Amul Web site

http://www.indiadairy.com/The Global resource for the Indian Dairy Industry

http://www.indiainfoline.com/The online resource for information on Indian Business

http://www.economictimes.com/

__________________________________________________ 112


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Amul Malai Paneer-Final Report

Documents

Transcript of Amul Malai Paneer-Final Report