Amul Malai Paneer project

COMPLAN STRATEGY

Summer Project Report

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:-

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.

Table of Contents Contents Page No.1. Company Overview.082. Process of Marketing Research.153. SWOT Analysis.................................174. Retailer Analysis..185. Consumer Analysis.326. Restaurant Analysis587. Caterer Analysis..648. Flight kitchen Analysis69 9. Findings.7510. Competitive Analysis7711. Areas to Be Penetrated7912. Hypothesis.8013. Recommendations..102 14. Annexure. .103 15. Bibliography......109Company Overview

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, nothingbut a trickle compared to the flood it has become today. Today Amul collects processes and distributes over a million liters of milk and milk productsper 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 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.

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 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.

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

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: 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

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

Sample CompositionRetailersSimple random sampling

HouseholdsSimple random sampling

RestaurantsSimple random sampling

CaterersSimple random sampling

Flight KitchensJudgment sampling

Area of researchGeographical RegionSouthern MumbaiWestern MumbaiCentral Mumbai

AreasCST-Sion / Churchgate- MahimBandra-DahisarSion-Mulund

Sample Size CompositionRetailers477

Household637

Restaurant78

Caterers15

Flight Kitchen4

5) Tools used for ResearchTools 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 CompletionThe 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:

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

Secondary Data:-

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

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?

SouthWestern Central

Yes17318584

No9521

13) If No, then why

Margin Low DemandAvailabilityPerishabilityOthers

South21123

Western00050

Central622110

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

Freshness671

Softness420

Replacement200

Demand Exist050

Unawareness041

Packaging Problem120

Others151

4) Which Brand of paneer you keep?

Southern RegionOnly Amul126

Only Loose Paneer8

Others (Mahananda,Chitale,Vijaya,Warana,Local Brand)12

TRIO3

Amul & Loose Paneer23

Amul & Others6

Loose Paneer & Others0

Other Brands

Warana3

Local Brand2

Mfg1

Mahananda3

Chitale2

Vijaya1

Western Region

Only Amul 134

Only Loose Paneer21

Others(Warana,Vijaya,Local Brand)12


Amul & Others4

Others & Loose Paneer2

Amul,Loose Paneer & Others1

Other Brands

Vijaya1

Warana3

Local Brand (Govind)8

Central Region

Only Amul 73

Only Loose Paneer1

Others(Warana,Vijaya,Local Brand)1


Amul & Others3



Other Brands

Warana3

Local Brand1

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

SouthWesternCentral

Low233517

Average506922

High397851

Cant Say5180

8) If Low, Then whySouthWesternCentral

Price55611

Softness7194

Quality6101

Taste5151

Other (Specify)21163

Regular Supply0120

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

SouthWesternCentral

1-5%491

6-10%318136

11-15%27569

>15%010

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

SouthWesternCentral

10-15%8202

Exact 15%26269

16-20%36865

Exact 20%1159

21-25%854

>25%1200

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

Once17488

Twice12313636

Thrice753

11) Do you get Amul POPs?

SouthWesternCentral

Yes322617

No11914230

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

Yes14914741

No0114

10) How many packets get consume weekly?

Southern RegionKGS SALE IN WEEKNO OF RETAILERS

15

1.517

219

2.56

347

3.511

47

4.520

526

1023*

121

12.51

151

100GM200GM500GM1KG

1 T0 5232510

5 TO 10474213

10 TO 15203800

15 & ABOVE273600

TOTAL11714123

Central RegionKGS SALE IN WEEKNO OF RETAILERS

0.52

1.516

25

12

21

36

3.515

410

17

24

2.52

35

824

100GM200GM500GM1 KG

1 TO 5232400

6 T0 1091500

11 TO 15151700

15 & ABOVE101500

Western RegionKGS SALE IN WEEKNO OF RETAILERS

0.52

115

1.518

235

2.515

340

3.510

43

4.56

58

7.51

83

91

1029*

121

161

172

100 GM200 GM500 GM1KG

1 T0 5353410

5 T0 10236924

10 T0 15103101

15 & ABOVE61612

7415047

Consumer AnalysisSouth MumbaiQ1) Do you use paneer?

Yes162

No0

Q2) Sex Composition

NO OF RESPONDENT =162% WISE

Male143

Female19

Q3) Age composition

AGE GROUPNO OF RESPONDENT

18-2552

26-3037

31-4042

41-5019

51 & ABOVE12

Q4) For which purpose you use Paneer?

Vegetables102

Sandwich1

Vegetable & Pakodas12

Burji3

Cooking Veg,Nonveg,Pizzas,Sandwiches6

Pakoda12

Pakoda,Vegetables,Pulao5

Vegetables,Pakoda,Burji2

Vegetables,Pakoda,Burji,Pulao1

Vegetables,Pakoda,Sandwich1

Vegetables,Pakoda,Sandwich,Pulao1

Vegetables,Pakoda,Sandwich,Tandoor,Burji,Pulao2

Vegetables,Pulao5

Vegetables,Pulao,Pakoda1

Vegetables,Pulao,Pakoda,Sandwich,Tandoor1

Vegetables,Sandwich1

Vegetables,Tandoor1

Vegetable & Burji2

Paneer Dosa2

Sandwich, Pizza1

For Single purpose120

For 2 Purpose22

For 3 Purpose9

For more than 3 Purpose11

Q5) Which brand of Paneer you use?

Amul23

Loose Paneer81

Others11


Amul & Others2



Others

Mahananda4

Warana8

Vijaya3

Chitale7

Soyace3

Aarey2

1 Brand Users115

2 Brand Users41

More than 2 Brands6

Q6) Do you know about Amul Malai Paneer?

Yes97

No65

Q7) Have You Ever Used Amul Paneer?

Yes64

No98

Q8) If No

Unaware55

Availability5

Price5

Freshness22

Loose paneer9

Others1

Q9) How frequently do you use Amul Malai Paneer?

Once a week14

More than once a week5

Once a month16

Seldom29

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

Less than 24 months34

2 to 5 years26

More than 5 years4

Q11) What is the source of information?

TV Ads11

Magazine4

Pamphlet0

Hoardings0

Word Of Mouth43

Friend/Relatives20

Others (specify)19

Q12) Is there Proper Visibility in the Market?

Yes9

No153

Q13) Do advertising affect your purchase decision?

Yes79

No41

Can't Say42

Q14) If Amul provide you Paneer of better quality then what you have stated with approximate same price would you like to purchase it?Yes39

No25

Western Region

Q1) Do you use paneer?

Yes367

No7

Q2) Sex composition?

Male123

Female251

Q3) Age composition?

18-25133

26-3084

31-40105

41-5037

51 & above15


Burgers3

Dhokla6

Dosa28

For all purpose17

Hot Dog,Burger,Pizza4

Paratha1

Paratha Paneer ,Dhokla2

Pizza2

Sandwhich,Pizza9

Sandwiches3

Starters3

Vegetables209

Vegetables & pakoras25

Vegetables,Paneer Dhokla10

Vegetables,Paratha43

Vegetables,Pizzas2

For 2 Purpose79

For 3 purpose16

For More than 3 purpose17


Vijaya5

Amul87

Warana11

Loose Paneer203

Any Other30

Amul, Warana1

Amul,Loose Paneer30

Others

Vijaya5

Warana11

Govind7

Others23

1 Brand Users336

2 Brand Users31

Q6) Do you know Amul Paneer?

Yes196

No171

Q7) Have you ever used Amul Paneer?Yes138

No229

Q8) If No

Unaware 102

Availability 14

Price28

Freshness 27

Loose paneer 41

Others 17


Once a week74


Once a month4

Seldom8



2 to 5 years65

More than 5 years7


TV Ads21

Magazine4

Pamphlet0

Hoardings0

Word Of Mouth115

Friend/Relatives35

Others (specify)21


Yes49

No325

13) Do advertising affect your purchase decision?

Yes237

No70

Can't say67

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

Yes90

No54

Can't Say27

Central RegionQ1) Do you use Paneer?

Yes105

No16

Total121

Q2) Sex Composition

Male55

Female66

Q3) Age composition?

18-2545

26-3019

31-4049

41-5010

51 & above4


Vegetables77

Pakoras28

Q5) Which Brand of paneer you use?

Amul14

Loose paneer60

Others9

Amul & loose paneer21

Amul & Warana1

Other Brands

Vijaya4

Warana5


Yes77

No44

Q7) Have you ever used Amul Malai Paneer?

Yes37

No84

Q8) If No

Unaware27

Availability1

Price2

Freshness9

Loose Paneer44

Others1


Once a week20


Once a month5

Seldom3



2 to 5 years15

More than 5 years10


TV Ads0

Magazine0

Pamphlet0

Hoarding1

Word of mouth43

Friends/Relative23

Others10

Q12) Is there proper visibility in the market?

Yes12

No109

Q13) Do advertising effect your purchase decision?

Yes92

No11

Can't say18

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

Yes20

No14

Can't say10

Restaurants AnalysisQ3) Which brand of Paneer you use?

Amul Only8

Warana Only1

Loose Paneer63



Yes47

No31

7) Have you ever used Amul Malai Paneer?

Yes14

No50

Q8) If No, then whyUnaware10

Availability8

Price22

Freshness12

Loose paneer9

Others0

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

< 24 months5

2 to 5 years9

> 5 years1


TV Ads8

Magazine2

Pamphlet0

Hoardings0

Word Of Mouth9

Friend/Relatives8

Others (specify)2

12) Is there Proper Visibility in the Market?

Yes9

No69

13) Do advertising affect your purchase decision?

Yes29

No25

Can't Say23


Yes19

No19

Can't Say14

Q5) Quantity you mostly purchase is?

Of AmulDiceBlock

100gm31

200gm40

500gm02

1kg31

Of Loose PaneerDiceBlock

100gm01

200gm02

500gm02

1kg12

Caterers AnalysisQ3) Which brand of Paneer you use?

Amul0

Loose Paneer15


Yes9

No6


Yes0

No9

Q7) If No, then whyPrice6

Freshness1

Loose paneer2


Yes0

No15


Yes7

No4

Can't Say4


Yes2

No2

Cant Say2

Q4) What factors will you consider while buying Paneer?

Taste44

Price51

Brand Name29

Softness59

Availability31

Packaging22

Q5) Quantity you mostly purchase is?WeightKGS

100 gm0

200 gm0

500 gm0

Equal or more than 1kg15

Flight Kitchen


Amul0

Loose Paneer4


Yes2

No2


Yes1

No3

Q8) If No, then whyUnaware2

Availability0

Price0

Freshness0

Loose paneer2

Others0


TV Ads0

Word Of Mouth2


Yes1

No3


Yes1

No0

cant say3


Yes1

No1

Q4) what factors will you consider while buying Paneer?

Taste14

Price17

Brand Name11

Softness19

Availability18

Packaging10

Q5) Quantity you mostly purchase?Flight KitchenKg/Day

OBEROI FLIGHT KITCHEN80

AMBESDER SKY CHEF70

TAJ FLIGHT KITCHEN300

AIR INDIA CHEF125

WeightResponse

100 gm0

200 gm0

500 gm0

1 kg4

Findings

Southern RegionReplacement Problem628.5714329

Problem with stock14.7619055

Bad services59.523819

Problem with margin223.8095224

Freshness of paneer419.0476219

No POP's314.2857114

Western RegionDistribution problem4414.28571

Need in block form of 500gm713.571429

Replacement2621.42857

Margin17 25.00

No proper Packaging627.142857

Service is not good5310.71429

No POP's3517.85714

Central Region

Freshness3220

No POP's2330

No Fridge, No approach from company4110

Problem with margin1440

Competitive Analysis (Attributes)

HighBrand Name & Softness

ModerateTaste & Packaging

LowPrice & Availability

High Brand Name & Packaging

ModeratePrice & Availability

LowTaste & Softness

HighBrand Name & Packaging

ModeratePrice & Availability

LowTaste & 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

Southern Region

All Fresh Dadar Market

Neelam Agency Portugese Church

NM Joshi Marg

Adarsh Sweet & Farsan Mart NM Joshi Marg

Sony Mony Provision Store Haji Ali

Om Dry Fruits Parel

Richie rich Mahim Church

Chedda Dry Fruits Shivaji Park

Kamal Grain Stores Mount Road

Alkaber Byculla

Monji Jetshi & Co- Parel Village

Central Region

Suyog Restaurant Wadala

Joy Tea Centre Bhandup West

Amrit Bhoj LBS Marg Bhandup West

Gupta Chana & Dry Fruits Bhandup West

Hasmukh Tea & Dry Fruits - Bhandup West

Prataprai & Sons Bhandup West

Western Region

Maharastra Store Goregoan East

Popular Stores Goregoan East

Bobby Novelty Stores Goregoan East

Adarsh Dry Fruit & General Store Goregoan East

Bharti Dugdhalya Andheri East

Shakti Tea Centre Santacruz East (If Price Factor consider then Amul will sell)

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

(T test dependent left tail)

1. For Taste

Sr. NoAny PaneerRate for Amul Paneer

155

244

353

...

...

...

2943

3053

Hypothesis:

H0: 2 =1 No difference in the rating given to any paneer & to Amul Malai Paneer

H1: 2 < 1 Rating given to Amul Paneer is lesser than that given to any Paneer.

Let = 10%

Paired Samples Statistics

MeanNStd. DeviationStd. Error Mean

Pair 1Any4.20(a)30.664.121

Amul4.20(a)30.664.121

Conclusion: The correlation and t cannot be computed because the standard error of the difference is 0.2. For PriceSr. NoAny PaneerRate for Amul Paneer

122

212

333

...

...

...

2932

3032

Hypothesis:

H0: 2 =1 No difference in the rating given to any Paneer & to Amul Malai Paneer

H1: 2 < 1 Rating given to Amul Malai Paneer is lesser than that given to any

Paneer

Let = 10%



Pair 1Any2.57301.104.202

Amul2.6330.809.148

Paired Samples Correlations

NCorrelationSig.

Pair 1Any & Amul30.202.284

Paired Samples Test

Paired DifferencestDfSig. (2-tailed)

MeanStd. DeviationStd. Error Mean90% Confidence Interval of the Difference

LowerUpper

Pair 1Any - Amul-.0671.230.225-.448.315-.29729.769

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

i.e .76>.05

Therefore null hypothesis is accepted, i.e. at 90% confidence level there is no

Significant 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


154

244

344

...

...

...

2953

3053

Hypothesis:

H0 : 2 =1 No difference in the rating given to any Paneer & to Amul Malai Paneer

H1: 2 < 1 Rating given to Amul Paneer is lesser than that given to any Paneer

Let = 10%



Pair 1Any4.2330.774.141

Amul3.8330.648.118


NCorrelationSig.

Pair 1Any & Amul30-.126.507

Paired Samples Test



LowerUpper

Pair 1Any Amul.4001.070.195.068.7322.04829.050

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

i.e. .050=.05

Therefore null hypothesis is accepted, i.e. . at 90% confidence level there is no

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

Also, 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


143

232

344

..

..

..

2932

3032

Hypothesis:

H0: 2 =1 No difference in the rating given to any Paneer & to Amul Paneer

H1: 2 < 1 Rating given to Amul paneer is lesser than that given to any Paneer.

Let = 10%Paired Samples Statistics


Pair 1Any3.6730.844.154

Amul2.73301.285.235


NCorrelationSig.

Pair 1Any & Amul30-.085.656

Paired Samples Test



LowerUpper

Pair 1Any Amul.9331.596.291.4381.4283.20329.003

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

i.e. .003.05

Therefore null hypothesis is accepted, i.e. at 90% confidence level there is no

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

6. For Packaging


143

244

343

...

...

...

2932

3052

Hypothesis:

H0: 2 =1 No difference in the rating given to any Paneer & to Amul Malai Paneer




Pair 1Any3.13(a)30.937.171

Amul3.13(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


152

252

351

...

...

...

2944

3044

Hypothesis:

H0: 2 =1 No difference in the rating given to any paneer & to Amul Malai Paneer




Pair 1Any4.4730.900.164

Amul2.97301.217.222


NCorrelationSig.

Pair 1Any & Amul30.141.458

Paired Samples Test



LowerUpper

Pair 1Any - Amul1.5001.408.2571.0631.9375.83529.000

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

i.e. .000

Amul Malai Paneer project

Documents

Transcript of Amul Malai Paneer project