Amul Report Final - Bharat Chawla

download Amul Report Final - Bharat Chawla

of 130

Transcript of Amul Report Final - Bharat Chawla

  • 8/9/2019 Amul Report Final - Bharat Chawla

    1/130

    WELINGKAR INSTITUTE OF MANAGEMENT RESEARCH & DEVELOPMENT

    SUMMER PROJECT

    ON

    MARKET RESEARCH ON TEA BUSINESS IN RURAL AREAS OF GUJARAT FOR

    AMUL (OPERATING AREA)

    BY

    BHARAT CHAWLA

    PGDM 200911 TRIMESTER IV

    ROLL NO 12

  • 8/9/2019 Amul Report Final - Bharat Chawla

    2/130

    Certificate

  • 8/9/2019 Amul Report Final - Bharat Chawla

    3/130

    Preface

    Knowing the importance of practical knowledge, M.B.A program has an integral part training

    of two months as a practical fulfilment of the course and thats how we got the opportunity of

    working with AMUL. The main objective of practical training at PGP level is to develop skill

    in student by supplementing to the theoretical study of business management in general.

    Practical Study plays a vital role in the field of education. The

    implementation of the management principle in corporate world can be

    learned more clearly through the programs like practical training. It helps to

    get acquainted with the industrial environment and helps in understanding

    better the industrial problems, opportunities and other situations which occur

    in business environment. It also provides students to show their skills andability.

    With a view to expand my boundaries of thinking about implications of the

    theoretical knowledge in practical field, I opted for Summer Internship at

    AMUL, situated at Anand, Gujarat. It was really a nice experience for me to

    get training in such a reputed organization.

    During this training I got a lot of good experience and came to know about the management

    practices in real and how it differs from those of theoretical knowledge.

    It is a matter of great pleasure to present this report work, training in the unit

    has helped me to gain lots of practical knowledge which I am sure would

    benefit me in future.

  • 8/9/2019 Amul Report Final - Bharat Chawla

    4/130

    Acknowledgement

    I take this opportunity to thank Kheda District Cooperative Milk Producers Union Limited,

    Anand for providing me this wonderful opportunity. I would also like to mention special

    gratitude towards the Managing director of AMUL Mr. Rahul Srivvastava who spared his

    time for me to discuss about the feasibility of project and organization requirement.

    I express my profound gratitude and deep regards to my guide Dr. Gopal Shukla.

    I specially thank Mr. Prakash, Mr. Rana and all the members managing Vehicle Monitoring

    Cell, AMUL for their co-operation, suggestions and support throughout the course of this

    project.

    I am grateful to my project coordinator Mr. Jignesh Bhoi for directing me to the right people

    and giving freedom to work at my own pace.

    I record with appreciation the help rendered by Mr. Ronak Parekh, Mr. Narendra Upadhyay,Mr. Pankaj Daboriya and Mr. Rakshit Upadhyay.

    I would like to express my heartfelt gratitude to Mr. Raju. M. Patel, Public Works

    Department, Anand, for helping me out in obtaining data necessary for the successful

    completion of this project.

    Sincere appreciation is extended to Prof. S. Dadlani and Prof. Victor Manickam, as internal

    faculty guide of Welingkar Institute of Management Development and Research, for

    providing me with timely feedback and guidance for efficient execution of the project. This

    opportunity was a great learning experience, which would not have been possible without thesupport from the management of Welingkar Institute of Management Development and

    Research.

    My several well-wishers helped me directly or indirectly; I virtually fall short of words to

    express my gratefulness to them. Therefore I am leaving this acknowledgement incomplete in

    their reminiscence.

    Bharat Chawla

  • 8/9/2019 Amul Report Final - Bharat Chawla

    5/130

    Table of Contents

    Certificate................................................................................................................................................ 2

    Preface .................................................................................................................................................... 3

    Acknowledgement .................................................................................................................................. 4

    Executive Summary ................................................................................................................................ 6

    About Amul ............................................................................................................................................ 7

    Overview of the working model of Organization .................................................................... 11

    Amul in Tea Market.............................................................................................................................. 13

    Project Brief.......................................................................................................................................... 14

    Objective of Market Research: ............................................................................................................. 15

    Sampling ............................................................................................................................................... 17

    Analysis of Data.................................................................................................................................... 23

    Market Share ......................................................................................................................................... 24

    Research Conducted.............................................................................................................................. 26

    Findings .............................................................................................................................................. 126

    Recommendations .............................................................................................................................. 128

    Bibliography ........................................................................................................................................ 129

    Questionnaire: Gujrati ........................................................................................................................ 130

  • 8/9/2019 Amul Report Final - Bharat Chawla

    6/130

    Executive Summary

    The project report contains the detail information about the market survey done for the pre

    launch survey of Amul tea. Amul is planning to launch its tea at December, 2010. In the first

    phase Amul will be launching its tea in the district of Anand and Kheda. The objective of the

    market survey is to know the consumption pattern of tea in the rural areas of Anand and

    Kheda district.

    The survey was done with the help of Secondary research as well as with the Primary

    research. In the secondary research we tried to find out the details of tea market in the country

    as a whole, also the market scenario in Gujarat state and market condition in the district of

    Anand and Kheda. In the secondary research we also focused on two different things, first is

    to know the market leader in different segments of tea industry and the second thing is toknow the strategies of company to make the cost differentiation as well as product

    differentiation.

    The primary research was done in six different phases. First the open ended questionnaire

    was prepared for the exploratory research, to short list the parameters and options that

    influence the buying pattern of tea, in the second phase we have collected responses from 20

    villages, in third phase of the project we compiled the data over the parameters that are

    influencing the buying behaviour, as well as we have tried to find out the point of selling and

    point of purchase, during fourth phase of the project we created closed ended questions in

    which we have included most of the parameters that are affecting the buying of tea, in fifth

    phase we conducted research on the basis on sampling, which we have discussed later in brief

    and in the sixth phase which is the last phase of market research we concluded inference on

    the basis of affecting parameters as well as socio-economic variations.

    The analysis of the data collected with the help of market research was done with the help of

    the graphical method. Then the top priorities from every question were taken forward for the

    final inference.

    This report contains the complete details regarding the above mentioned information.

  • 8/9/2019 Amul Report Final - Bharat Chawla

    7/130

    About Amul

    The Kheda District Cooperative Milk Producers Union Limited was established on

    December 14, 1946 as a response to exploitation of marginal milk producers in the city of

    Anand (in Kheda district of the western state of Gujarat in India) by traders or agents of

    existing dairies. Producers had to travel long distances to deliver milk to the only dairy, the

    Polson Dairy in Anandoften milk went sour, especially in the summer season, as producers

    had to physically carry in individual containers. Their agents decide the prices and the off-

    take from the farmers accordingly during the season. Milk is a commodity that has to be

    collected twice a day from each cow/buffalo. In winter, the producer was either left with

    surplus unsold milk or had to sell it at very low prices. Moreover, the government at that time

    had given monopoly rights to Polson Dairy (around that time Polson was the most well

    known butter brand in the country) to collect milk from Anand and supply to Bombay city in

    turn (about 400 kilometres away). India ranked nowhere amongst milk producing countries in

    the world in 1946.

    The producers of Kheda district took advice of the nationalist leaders, Sardar Vallabhbhai

    Patel and Morarji Desai. They advised the farmers to form a Cooperative and supply directly

    to the Bombay Milk Scheme instead of selling it to Polson. Thus the Kheda District

    Cooperative was established to collect and process milk in the district of Kheda. Milk

    collection was also decentralized as most producers were marginal farmers who would

    deliver 1-2 litres of milk per day. Village level cooperatives were established to organize the

    marginal milk producers in each of these villages. The first modern dairy of the Kheda Union

    was established at Anand which popularly came to be known as AMUL dairy after its brand

    name. The new plant had the capacity to pasteurize 300,000 pounds of milk per day,

    manufacture 10,000 pounds of butter per day, 12,500 pounds of milk powder per day and

    1,200 pounds of Casein per day. Indigenous R&D and technology development at theCooperative had led to the successful production of skimmed milk powder from buffalo milk

    the first time on a commercial scale anywhere in the world. The foundations of a modern

    dairy industry in India had just been laid as India had one of the largest buffalo populations in

    the world.

    We move to year 2000. The dairy industry in India and particularly in the State of Gujarat

    looked very different. India for one has emerged as the largest milk producing country in the

    world. Gujarat emerges as the most successful State in terms of milk and milk product

    production through its cooperative dairy movement. The Kheda District Cooperative Milk

  • 8/9/2019 Amul Report Final - Bharat Chawla

    8/130

    Producers Union Limited, Anand becomes the focal point of dairy development in the entire

    region and AMUL emerges as one of the most recognized brands in India, ahead of many

    international brands.

    Starting with a single shared plant at Anand and two village cooperative societies for milk

    procurement, the dairy cooperative movement in State of Gujarat had evolved into a network

    of 2.12 million milk producers (called farmers) who are organized in 10,411 milk collection

    independent cooperatives (called Village Societies). These Village Societies (VS) supply

    milk to thirteen independent dairy cooperatives (called Unions). AMUL is one such Union.

    Milk and milk products from these Unions are marketed by a common marketing

    organization (called Federation).

    The AMUL network and its extension that cover the whole country now have the following

    unique characteristics:

    It combined market and social development in a highly competitive environment. It

    recognized the inter-linkages between various environments that governed the lives of

    marginal milk farmers and the unmet needs of the consumers. It also changed the supply

    chain paradigm in order to reduce the cost to the consumer while increasing the return to the

    supplier.

    It realized that for the movement to succeed it had to benefit a large number of people both

    suppliers and consumers. While large scale had the danger of failure due poor control and

    management and required more resources, it also had the advantage of creating a momentum

    that would be necessary to bring more people into the fold and thereby help more suppliers

    and consumers.

    It also realized that until the intermediaries understood the value of service to the marginal

    farmers on one hand and the consumers on the other, the task of carrying a large population

    of potential suppliers along with them would not be possible. More importantly, the goal

    could only be achieved in the long run and this required developing values in people and

    processes that were robust, replicable and transparent.

    It also realized that the cooperative would not be independent and viable in the face ofcompetition if it was not financially sound. This implied that the movement had to develop

    distinct capabilities that would deliver competitive advantage to its operations. This would

  • 8/9/2019 Amul Report Final - Bharat Chawla

    9/130

    include long term cost containment, world class deployment of technological resources and

    R&D, and better leveraging of scarce resources.

    The objective of the network was to deliver profitable and equitable returns to a large number

    of farmers for a long period of time. This follows rather directly from the fact that the

    member farmers own essentially the network of cooperatives. As explained later, given the

    weak economic status of these members, an additional objective was to develop the supplier

    over the long term through social change. Consequently, the business model had to include

    both the costs and benefits of services that would be needed to deliver milk with high

    productivity as well as to assist farmers in improving their social environment. The success of

    the network depended on high collection rate of milk. This required increasing membership

    with more VSs, raising the number of members per VS, and improving the milk yield (i.e.,

    better cattle management), constant concern about the cost to farmers in the network and

    delivering quality to customers at low prices. The cooperative had decided as part of its

    value:

    to charge for each service provided to the supplier

    to purchase all milk that member farmers produced

    to sell liquid milk at affordable prices so as to serve a large number of consumers

    to develop and deliver services that will improve lives of people in the network

    to hire professional managers, to run the federation and unions, whose values included

    upliftment of rural poor.

    It is noteworthy that from the very beginning, in the early 1950s, AMUL adopted the network

    as the basic model for long-term growth. Two aspects of this network deserve special

    attention. First, the network explicitly includes secondary services to the farmer-suppliers.

    Second, several of the entities in the network are organized as cooperatives linked in a

    hierarchical fashion. In what follows, we describe briefly the environmental characteristics

    and the rationale for the underlying business model.

    Market / Customers: In comparison with developed economies, the market for dairy

    products in India is still in an evolutionary stage with tremendous potential for high value

    products such as ice cream, cheese etc. The distribution network, on the other hand, is quitereasonable with access to rural areas of the country. Traditional methods practiced in western

  • 8/9/2019 Amul Report Final - Bharat Chawla

    10/130

    economies are not adequate to realize the market potential and alternative approaches are

    necessary to tap this market.

    Suppliers: A majority of the suppliers are small or marginal farmers who are often illiterate,

    poor, and with liquidity problems as they lack direct access to financial institutions. Again,

    traditional market mechanisms are not adequate to assure sustenance and growth of these

    suppliers.

    Third Party Logistics Services: In addition to the weaknesses in the basic infrastructure,

    logistics and transportation services are typically not professionally managed, with little

    regard for quality and service.

    Even from the cursory description of the environment provided above, it should be clear that

    the traditional management practices of the west are not sufficient for success in emerging

    markets. Many MNCs that ventured into India following the first phase of liberalization in

    1990s found this at a great cost. The success of GCMMF and AMUL is in glaring contrast to

    the experience of these MNCs and thus provides an alternative business model that may be

    useful for others considering entry into emerging markets like India.

  • 8/9/2019 Amul Report Final - Bharat Chawla

    11/130

    Overview of the working model of Organization

    Every day, AMUL collects 447,000 liters of milk from 2.12 million farmers, converts the

    milk into branded, packaged products, and delivers goods worth Rs 6 crore (Rs 60 million) to

    over 500,000 retail outlets across the country.

    Based in the village of Anand, the Kheda District Cooperative Milk Producers Union

    Limited is a co-operative and a democratic institution. It was registered on December 14,

    1946 as a response to exploitation of marginal milk producers by traders or agents of existing

    dairies in the small town named Anand. This co-operative is: of the farmers, by the farmers,

    for the farmers and managed by professionals appointed by the farmers. It later joined hands

    with other milk cooperatives, Banas, Sabar and Mehsana which now form the Gujarat

    network. The Gujarat network now covers 2.12 million farmers, 10,411 village level milk

    collection centers and fourteen district level plants (unions) under the overall supervision of

    GCMMF which sells the products collectively produced by these cooperatives under the

    brand umbrella AMUL.

    AMUL is the largest food brand in India and world's Largest Pouched Milk Brand with an

    annual turnover of US $1050 million (200607). (Wikipedia). AMUL has a wide range of

    products- milk-slim/gold/regular (each varying in the fat content Gold being richest in fat and

    slim milk being lowest in fat content.), Ice creams- pro- biotic/sugar free /regular, butter-

    lite/regular, cheese, paneer, chocolates- Choco-zoo/Bindaaz/ Fruitnut etc, flavoured milk,

    Buttermilk, Curd(Masti Dhai), Sweets, milk powder, Amul Shakti, frozen pizza and cake. It

    recently launched range of breads which are currently sold only in Anand and nearby areas.

    Organization Structure

    The organization operates by The AMUL Model(also known as The Anand Pattern), a

    three-tier cooperative structure. This structure consists of a Dairy Cooperative Society at the

    village level affiliated to a Milk Union at the District level which in turn is further federated

    into a Milk Federation at the State level. The above three-tier structure was set-up in order to

    delegate the various functions, milk collection is done at the Village Dairy Society, Milk

    Procurement & Processing at the District Milk Union and Milk & Milk Products Marketing at

    the State Milk Federation. This helps in eliminating not only internal competition but also

    ensuring that an economy of scale is achieved. As the above structure was first evolved at

    Amul in Gujarat and thereafter replicated all over the country under the Operation Flood

    Programme, it is known as the AMUL Model or Anand Pattern of Dairy Cooperatives.

  • 8/9/2019 Amul Report Final - Bharat Chawla

    12/130

    A glance at AMUL at every stage of milk production:

  • 8/9/2019 Amul Report Final - Bharat Chawla

    13/130

    Amul in Tea Market

    Amul had brought milk and butter to breakfast table and have launched bread. Now, Amul

    will hold a complete sway over morning breakfast by launching a tea brand as well. Some

    member unions of the Rs 6,711-crore Gujarat Co-operative Milk Marketing Federation

    (GCMMF), which markets the Amul brand, already, sells tea at concessional rates to theirmilk producers. After Banas Dairy in Banaskantha and Sumul Dairy in Surat, Amul Dairy in

    Anand and Panchamahals-based Panchamrut Dairy will follow suit.

    Without spending a single penny on marketing, GCMMF have been selling 50 tonnes of tea

    every month to farmers in Banaskantha district through their existing network from the past

    seven years. They procure tea auctioned in Assam through their agent, package it in their

    dairy and supply directly to their milk societies. In turn, they sell it to milk producers. Amul

    now plans to scale it up to a larger market.

    Issues of Adulteration in tea:

    The tea prices in the Indian market have not raised much despite in the fall of tea production.

    The tea production in India has declined by about 9 million K.g. since last year, but still there

    is no major rise in the price of the tea. The reason for this is a large amount of adulteration in

    tea. Around 20-25% of the tea sold in the market is adulterated which contains elements like

    Cashew nut husk, dung and some colours. Apart from this it is also difficult to increase the

    import on tea due to the price trend in India.

    So to save its farmer members from the harmful effect of the adulterated tea, Amul is

    planning to launch its tea in the rural market of Anand and Kheda district in the first phase.

    Apart from this there are other reasons for Amul to enter in the tea market which are

    It has a good access to the villages and can easily reach farmers through its hugenetwork of farmers

    According to the sample research 90% of the village population use to take tea withan average of 2.5 cups of tea daily

    Amul has the benefit of its DCS (Dairy Cooperative Society) were 93% of housescomes either to give milk or purchase milk

    For the second phase Amul has around 5000 Amul parlours and by next one year theyare targeting this number to 10000.

  • 8/9/2019 Amul Report Final - Bharat Chawla

    14/130

    Project Brief

    Amul is planning to launch its tea on December, 2010. In the first phase it is planning to

    launch its tea in the district of Anand and Kheda district where it has a huge access in the

    market through its farmer members. There are total 18 talukas in the district of Anand and

    Kheda having 1131 villages. As Amul is planning to launch its tea we were required to check

    the feasibility of the project. Through market research we were required to know the

    consumption habit of the people located in the rural area. We were required to know how is

    the demand of the tea and what kind of product attributes do they value the most.

    We were asked to collect data through secondary and primary research. We also had to find

    out who is the presently market leader in tea market of Anand and Kheda district and what is

    the reason behind the dominance of the particular brand. We were also required to know at

    what extend the target audience are price conscious and at what extend the target audience is

    quality conscious.

  • 8/9/2019 Amul Report Final - Bharat Chawla

    15/130

    Objective of Market Research:

    The market research for the Amul tea was done to know the following things:

    Demographics Brand Awareness Product Requirement Place Frequency Price Preference

    Demographics:

    Demographic is one of the most important in the tea consumption pattern. So with the

    help of our primary research we were focusing to find the following things

    1. Average number of family members per house2. Education level of family members3. Source of income of the family

    Brand Awareness:

    Rural market is not much brand conscious. Amul is planning to launch its tea with the

    brand name of Amul. So it is very important for Amul to know how its target customers

    values brand and what would be the benefits which Amul will receive by introducing tea with

    its brand name Amul in the villages of Anand and Kheda District. With our survey we tried to

    analyse the following things:

    1. Which are the tea brands of which the respondent is aware2. How do they came to know about the particular brand3. What are there perception about different brands

    Product Requirement:

    Amul is planning to launch tea in the rural areas of Anand and Kheda district. In those

    areas large part of the pie consumes tea. So it is very essential to know what kind of tea theycurrently consume and what addition qualities would they like to have in there tea. So with

    our survey we tried to analyse the following things;

    1. What is the number of people who drink tea in a family2. How many times the consume tea in a day3. When do they drink tea4. Which is the current brand they use of the tea5. What is the reason of using that particular brand of the tea

  • 8/9/2019 Amul Report Final - Bharat Chawla

    16/130

    Place:

    Availability of the tea also plays the major role in the consumer goods market. So to

    know were to place Amul tea we tried to know the following things from our survey.

    1. Currently from were do they buy tea2. What is the reason of buying tea from that particular place3. If the tea is made available in the Dairy Co-operative Society would the purchase it

    from there

    4. Is there the concept of door to door selling is working in that village5. From were would they like to purchase the Amul tea

    Frequency:

    Tea is consumed on a regular basis in every house. So with what frequency they visit

    the shop and buy tea was important to know. So we tried to know following things in our

    survey

    1. How many times in a month they purchase tea2. What is the quantity of tea purchase at a time3. What is the price of pouch do they purchase form the market

    Price:

    Price plays an important role in the market. Rural market is highly price sensitive and

    rural population finds value for there money. So with our survey we tried to find the

    following things:

    1. What is the part of there budget they spend behind tea2. What is the price of the tea which they currently use3. What is the price they are willing to pay for the particular quantity of the tea

    Preference:

    From the survey we tried to find out what are the most important characteristic do

    they find while consuming and purchasing tea. So we tried to find out following thing:

    1. What is the one most important thing which they consider the while consuming tea2. What is there colour requirement of the tea3. What is there taste requirement of the tea

  • 8/9/2019 Amul Report Final - Bharat Chawla

    17/130

    Sampling

    Amul is planning to launch its tea in the district of Anand and Kheda. There are total

    1131 villages distributed in 18 talukas of Anand and Kheda district out of which there are 8

    talukas in Anand district and 10 talukas in Kheda district. There are total 396 villages in

    Anand district and 735 villages in Kheda district.

    Out of this Amul wants to perform a sample survey of 300 villages. We took a sample ratio

    by dividing the total population by required sample size. The sample ratio came to 3.77

    which refer that out of every 3.77 villages 1 village is to be selected as a sample. We had

    collected data of number of villages in every talukas and then dividing it by sample ratio we

    found out what would be the sample size of every particular taluka. After getting the sample

    size of every talukas we made the population frequency distribution of every talukas. Then

    dividing the total frequency with the sample ratio we got the sample size which is to be taken

    from every class for every talukas. Then that number of villages was taken at random from

    every class of talukas.

  • 8/9/2019 Amul Report Final - Bharat Chawla

    18/130

    Sampling Method

    In order to get the sample size of 300 which represent the population size of 1131 villages the

    Cluster Sampling method is used. Hear the Population data was divided into small clusters

    according to the population of every villages and then the sample was chosen from every

    cluster as per the sample ratio.

    The summary sheet of sample is as follows:

    District TalukaNo ofVillage

    SampleSize

    Anand Anand 68 18

    Anklav 33 9

    Borsad 72 19

    Khambhat 60 16

    Petlad 63 17

    Sojitra 26 7

    Tarapur 34 9

    Umreth 40 11

    Kheda Balasinor 70 19

    Kapadvanj 144 37

    Kathalal 70 19

    Kheda 37 10

    Mahemadabad 76 20

    Mahudha 37 10

    Matar 49 13Nadiad 69 18

    Thasra 106 28

    Virpur 77 20

    Total 1131 300

    In order to get the samples from every type of villages the villages were distributed in 6

    different classes according to their population size. Then from those frequencies the sample

    size was taken as per the sample ratio. The distribution of villages according to population in

    every talukas is as follows.

    Anand

    Class Frequency Sample

    0-500 11 3

    500-1000 8 2

    1000-3000 10 3

    3000-6000 17 5

    6000-9000 8 29000 and more 14 3

    Total 68 18

    Anklav

    Class Frequency Sample

    0-500 8 2

    500-1000 6 1

    1000-3000 3 1

    3000-6000 8 2

    6000-9000 6 29000 and more 2 1

    Total 33 9

  • 8/9/2019 Amul Report Final - Bharat Chawla

    19/130

    Borsad

    Class Frequency Sample

    0-500 13 3

    500-1000 9 2

    1000-3000 11 3

    3000-6000 19 6

    6000-9000 7 2

    9000 and more 13 3

    Total 72 19

    Khambhat

    Class Frequency Sample

    0-500 4 1

    500-1000 13 3

    1000-3000 8 2

    3000-6000 5 2

    6000-9000 18 5

    9000 and more 12 3

    Total 60 16

    Petlad

    Class Frequency Sample

    0-500 11 3

    500-1000 9 2

    1000-3000 6 2

    3000-6000 10 3

    6000-9000 15 4

    9000 and

    more 12 3Total 63 17

    Sojitra

    Class Frequency Sample

    0-500 3 1

    500-1000 5 1

    1000-3000 7 2

    3000-6000 4 1

    6000-9000 3 1

    9000 and

    more 4 1Total 26 7

    Tarapur

    Class Frequency Sample

    0-500 9 2

    500-1000 5 1

    1000-3000 3 1

    3000-6000 7 2

    6000-9000 8 2

    9000 andmore 2 1

    Total 34 9

    Umreth

    Class Frequency Sample

    0-500 9 3

    500-1000 3 1

    1000-3000 5 1

    3000-6000 7 2

    6000-9000 8 2

    9000 andmore 8 2

    Total 40 11

  • 8/9/2019 Amul Report Final - Bharat Chawla

    20/130

    Balasinor

    Class Frequency Sample

    0-500 6 2

    500-1000 11 3

    1000-3000 13 3

    3000-6000 19 5

    6000-9000 7 2

    9000 and more 14 4

    Total 70 19

    Kapadvanj

    Class Frequency Sample

    0-500 25 6

    500-1000 21 6

    1000-3000 27 7

    3000-6000 24 6

    6000-9000 26 6

    9000 andmore 21 6

    Total 144 37

    Kathalal

    Class Frequency Sample

    0-500 12 3

    500-1000 17 6

    1000-3000 9 2

    3000-6000 8 2

    6000-9000 15 4

    9000 andmore 9 2

    Total 70 19

    Kheda

    Class Frequency Sample

    0-500 8 2

    500-1000 5 2

    1000-3000 3 1

    3000-6000 8 2

    6000-9000 9 2

    9000 andmore 4 1

    Total 37 10

    MahemadabadClass Frequency Sample

    0-500 19 5

    500-1000 13 3

    1000-3000 11 3

    3000-6000 12 3

    6000-9000 15 4

    9000 andmore 6 2

    Total 76 20

    MahudhaClass Frequency Sample

    0-500 8 2

    500-1000 6 2

    1000-3000 12 3

    3000-6000 4 1

    6000-9000 2 1

    9000 andmore 4 1

    Total 36 10

  • 8/9/2019 Amul Report Final - Bharat Chawla

    21/130

    Matar

    Class Frequency Sample

    0-500 11 3

    500-1000 13 4

    1000-3000 9 2

    3000-6000 7 2

    6000-9000 5 1

    9000 andmore 4 1

    Total 49 13

    Nadiad

    Class Frequency Sample

    0-500 17 5

    500-1000 8 2

    1000-3000 17 5

    3000-6000 11 2

    6000-9000 9 2

    9000 andmore 7 2

    Total 69 18

    Thasra

    Class Frequency Sample

    0-500 20 5

    500-1000 16 4

    1000-3000 15 4

    3000-6000 22 6

    6000-9000 17 5

    9000 andmore 16 4

    Total 106 28

    Virpur

    Class Frequency Sample

    0-500 11 3

    500-1000 13 3

    1000-3000 10 3

    3000-6000 18 5

    6000-9000 12 3

    9000 andmore 13 3

    Total 77 20

    Then from every village we took 20 responses on an average to know the purchase behaviour

    of that particular area. Thus we had a response data of around 6000 responded representing

    the population of around 1200000 from 1139 villages.

  • 8/9/2019 Amul Report Final - Bharat Chawla

    22/130

    Data Collection

    Data collection was done through:

    PRIMARY RESEARCH:

    The primary research involved working on a questionnaire that would enable us to ask the

    right questions. For the above purpose we prepared a questionnaire which would give us

    insight about the respondents income, purchase behaviour, brand loyalty level, brand

    conscious and price bearing capacity. The questions also focused on knowing how they value

    brands and are they price conscious or quality conscious. The questioner focused on knowing

    how the purchase behaviour changes according to there income level and education level. It

    also tried to find out who are the consumers of the tea, who are the customer of the tea and

    who has the decision making power. Apart from this it was also targeted to know what

    motives them to buy particular brand of tea and what Amul should do to penetrate in the tea

    market.

    Pilot Survey

    Before preparing the questionnaire a pilot survey was done with the 100 respondent with the

    open ended questionnaire at the villages of Anand and Balasionar Taluka to note theresponses of the respondents. The reason for taking those two Talukas is that Anand taluka is

    the most developed Taluka in whole area while Balasonior is lacking in economic

    development. So by taking these two Talukas we can get the responses of two extreme ends.

    This response was further taken into consideration to make the open ended questionnaire to

    the close ended questionnaire. At the time of pilot survey we also had a responses which are

    of generic type like good quality, so to get the specific answers we then modified questions

    and added options to know what actually respondent demands and what type of tea they

    prefer.

    Field word

    To obtain the required information questionnaire was prepared keeping the objective of

    research in mind. Questions were asked to the respondents to know there perception about

    tea. The questions were asked to them to know why they use particular tea and the probable

    reasons behind using that tea is are. The questionnaires were asked to around 6000

    respondents of around 300 villages of 18 different talukas of the district of Anand and Kheda.

    From every villages 20 respondent were taken out of which 10 were males and 10 were

    females. Also 8 respondents were taken below the age of 25 and 12 respondents were taken

    of above age 25. There were total 8 teams of 4 members each visiting 4 villages a day. The

  • 8/9/2019 Amul Report Final - Bharat Chawla

    23/130

    survey was done for 12 days and at two parts a small meeting was at the presence of every

    team to discuss the responses of respondents.

    Time allotted for research

    There were total 8 teams allotted for the market survey for Amul tea. Each team goes to 4

    villages per day which came to total 32 villages per day. The research went on for 12 days

    and we were able to collect the data from almost 304 villages. From every villages we had

    around 20 respondents and thus we had a data of around 6000 respondents for 300 different

    villages representing population of approximately 12 lack from 1131 villages.

    Analysis of Data

    The data were analysed by various techniques and graphical methods. The graphsrepresenting data of every question is to be prepared and the conclusion of it is to be taken for

    the final inference after putting the total percentage in the grade sheet.

  • 8/9/2019 Amul Report Final - Bharat Chawla

    24/130

    Market Share

    The dominant players in the market of Anand and Kheda district are Waugh Bakri, Mili and

    K.K. Apart form this there was also a huge market of the local brands and loose teas. There

    were also some small players like Sargam, Asian and Udai. The market share of the above

    brands is as above

    Tea brand Market share

    Wagh Bakri 24

    Mili Tea 21

    Loose 14

    Local 12

    K.K 11

    Sargam 7

    Asian 7

    Udai 4

    Total 100

    From the above graph we can see that the dominant players in the market are Wagh Bakri and

    Mili Tea, which in total captures 45% of total tea market. Both of these brands are from the

  • 8/9/2019 Amul Report Final - Bharat Chawla

    25/130

    production house of Wagh Bakri. Wagh Bakri targets the customers which are quality

    conscious and Mili brand targets the customers which are price conscious.

    Wagh bakri has the product packaging in four different ranges of Rs. 7, Rs. 15, Rs. 25 and

    Rs. 62. The highest demand out of this ranges were of Rs. 62 of weight 250 gm. These were

    the customers who were quality conscious. Apart from this it was also found out that the

    people using Wagh Bakri are more loyal to the brands and shown resistance to change their

    brand from Wagh Bakri.

    Mili is especially for the customers who are more price conscious. It has its packet size of Rs.

    1, Rs.2, Rs.5 and Rs. 10. It also has bigger packets of 100 gram and 250 grams but those

    packets were less in demand. Mili customers are the type of customers who purchase tea on

    the daily basis.

    Apart from this there is also a market share of 26% of local and loose players. These are the

    brands whose presence is found in relatively small clusters. Local itself a huge brand for the

    villagers a part of population trust local brands more than the branded tea. Local tea also has

    a good market share as many of the players offers the door to door selling services.

  • 8/9/2019 Amul Report Final - Bharat Chawla

    26/130

    Research Conducted

    Questionnaire is divided into f ive parts

    Part 1: Demographic Study (Question.1 to Question.6)

    Part 2: Market Analysis / Source of Penetration (Question.7 to Question.14)Part 3: Point of Purchase / Point of Selling (Question.15 to Question.18)Part 4: Current Product Profile / Purchase Profile (Question.19 to Question.23)Part 5: Expectation from Amul Tea (Question.24 to Question.28)

    Questionnaire (Appendix A)

    Abbreviations

    SO: Single OptionMO: Multiple Options

    All figures Underneath: Are in percentage of total responses and no where any figure is innumber of Respondents.

  • 8/9/2019 Amul Report Final - Bharat Chawla

    27/130

    Part 1: Demographic Study

    Demographic Figures are the parameters on which we have filtered all the responses and all

    the figure that are written underneath are in percentage and no where it is mentioned specially

    that is the figure in percentage

    Inference

    Q1: No. of Family Members in the Family: ____________ (SO)

    Inference: Average Family Size: - 5.12 People Per family

    Q2: Source of Family Income: (SO)

    a) Businessb) Servicec)

    Daily Labourd) Farming

    Inference: SOI- Business : 20%

    SOI- Service : 17%

    SOI- Daily Labour : 17%

    SOI- Farming : 65%

    Q3: Approx Family Income per Month / per Year: (SO)

    a) Daily _______________b) Monthly _______________c) Yearly _______________

    Inference: Average Range: 75 -100 per Day

    Average Range: 4000 - 6000 per Month

    Average Range: 45000 50000 per Year

    Q4: Do you give milk to DCS? If Yes than How much: (SO)

    a) Yesb) No

    Inference: Members to DCS - Yes: 68%

    Members to DCS - Yes: 32%

  • 8/9/2019 Amul Report Final - Bharat Chawla

    28/130

    If Yes, what will be the average daily milk given to DCS:

    a) Below 2 Litreb) Between 2-5 Litrec) Between 6-10 Litred) Between 11-20 Litree) More than 20 Litre

    Inference: Below 2 Litre : 7%

    Between 2-5 Litre : 40%

    Between 6-10 Litre : 16%

    Between 11-20 Litre : 3%

    More than 20 Litre : 4%

    Q5: How many members drink tea in your family? _______________ (SO)

    Inference: Percentage of Tea Drinkers per family: 89%

    Q6: Highest Educational Qualification in the Family? (It can be Child need not to be

    working) (SO)

    a) Illiterateb) Less than 10thc) Less than 12thd) Graduatee) Post Graduate

    Inference: Illiterate : 17%

    Less than 10th

    : 54%

    Less than 12th

    : 16%

    Graduate : 11%

    Post Graduate : 1%

  • 8/9/2019 Amul Report Final - Bharat Chawla

    29/130

    Par t 2: Market Analysis / Source of Penetration

    Inference:

    Q7: Name the companies whose tea available in your Village?

    (MO)

    a) Wagh Bakrib) Millic) Uday (Soma Bhai)d) KKe) Asianf) Sargamg) Local Brands / Othersh) Loose / Open Tea

    This question is taken into questionnaire to check the level of awareness among villagers to

    know their brand awareness about available options, so to find out the competitivepenetration in the nearby shops, nearby towns, door to door salesmen and the responses are

    duly filtered on various parameters to check the effect of various parameters on the level of

    awareness and after taking all parameters into consideration we ranked options on the level of

    awareness among villagers.

  • 8/9/2019 Amul Report Final - Bharat Chawla

    30/130

  • 8/9/2019 Amul Report Final - Bharat Chawla

    31/130

  • 8/9/2019 Amul Report Final - Bharat Chawla

    32/130

  • 8/9/2019 Amul Report Final - Bharat Chawla

    33/130

  • 8/9/2019 Amul Report Final - Bharat Chawla

    34/130

    Inference:

    Q8: How do you come to know about these brands or names?

    (MO)

    a) Postersb) Direct Communication / Direct to Homec) Televisiond) News papere) Shop keepers Influencef) Word of Mouthg) Just because its the most Cheapest and easily available

    This question is taken into questionnaire to check the source of penetration among villagers

    to know the best possible penetration strategy which will be value to money for Amul and the

    responses are duly filtered on various parameters to check the effect of various parameters on

    the source of penetration and after taking all parameters into consideration we ranked optionson the source of penetration among villagers.

  • 8/9/2019 Amul Report Final - Bharat Chawla

    35/130

  • 8/9/2019 Amul Report Final - Bharat Chawla

    36/130

  • 8/9/2019 Amul Report Final - Bharat Chawla

    37/130

  • 8/9/2019 Amul Report Final - Bharat Chawla

    38/130

  • 8/9/2019 Amul Report Final - Bharat Chawla

    39/130

    Inference:

    Q9: What are the Prices of the packages available of these tea or what are the different pack

    sizes available?

    (MO)

    Rs. 1

    Rs. 2

    Rs. 5

    Rs. 7 Up to 25 Gm

    Rs. 8Rs. 13 50 Gm

    Rs. 14Rs. 25 100 gm

    Rs. 35Rs. 62 250 gm

    Rs. 70Rs. 122 500 gm

    Rs. 140Rs. 240 1 Kg

    This question is taken into questionnaire to check the level of awareness among villagers toknow their potential of buying as well as that how much they know about the pack sizes of

    various teas available in the nearby shops, nearby towns, door to door salesmen and the

    responses are duly filtered on various parameters to check the effect of various parameters on

    the level of awareness and after taking all parameters into consideration we ranked options on

    the level of awareness among villagers.

  • 8/9/2019 Amul Report Final - Bharat Chawla

    40/130

  • 8/9/2019 Amul Report Final - Bharat Chawla

    41/130

  • 8/9/2019 Amul Report Final - Bharat Chawla

    42/130

  • 8/9/2019 Amul Report Final - Bharat Chawla

    43/130

  • 8/9/2019 Amul Report Final - Bharat Chawla

    44/130

    Inference:

    Q10: Which tea you are currently Using?

    (SO)

    a) Wagh Bakrib) Millic) Udayd) KKe) Asianf) Sargamg) Othersh) Loose / Open

    This question is taken into questionnaire to check the market share of available options of tea

    in the nearby shops, nearby towns, door to door salesmen in kheda and anand district villages

    as these are the places where Amul is planning to launch in its phase 1st and the responses are

    duly filtered on various parameters to check the effect of various parameters on the current

    usage status and after taking all parameters into consideration we ranked options on the level

    of usage among villagers.

  • 8/9/2019 Amul Report Final - Bharat Chawla

    45/130

  • 8/9/2019 Amul Report Final - Bharat Chawla

    46/130

  • 8/9/2019 Amul Report Final - Bharat Chawla

    47/130

  • 8/9/2019 Amul Report Final - Bharat Chawla

    48/130

  • 8/9/2019 Amul Report Final - Bharat Chawla

    49/130

    Inference:

    Q11: From how long you are using?

    (SO)

    a) Less than 1 Yearb) 1-3 Yearc) 4-5 Yeard) More than 5 Year

    This question is taken into questionnaire to check the loyalty status of villagers to tea brand

    which are available in the nearby shops, nearby towns, door to door salesmen so to analyse

    their level of acceptance to new entrants in tea market and the responses are duly filtered on

    various parameters to check the effect of various parameters on the tenure and after taking all

    parameters into consideration we ranked options on the tenure among villagers.

  • 8/9/2019 Amul Report Final - Bharat Chawla

    50/130

  • 8/9/2019 Amul Report Final - Bharat Chawla

    51/130

  • 8/9/2019 Amul Report Final - Bharat Chawla

    52/130

  • 8/9/2019 Amul Report Final - Bharat Chawla

    53/130

  • 8/9/2019 Amul Report Final - Bharat Chawla

    54/130

    Inference

    Q12: Do you frequently change the tea?

    (SO)

    a) Yesb) No

    This question is taken into questionnaire to check the loyalty status among villagers towards

    change of teas available in the nearby shops, nearby towns, door to door salesmen and the

    responses are duly filtered on various parameters to check the effect of various parameters on

    the loyalty and after taking all parameters into consideration we ranked loyalty on the

    percentage of responses among villagers.

  • 8/9/2019 Amul Report Final - Bharat Chawla

    55/130

  • 8/9/2019 Amul Report Final - Bharat Chawla

    56/130

  • 8/9/2019 Amul Report Final - Bharat Chawla

    57/130

  • 8/9/2019 Amul Report Final - Bharat Chawla

    58/130

    Inference

    Q13: If Yes, Why?

    ___________________________________________________________________

    This question is taken into questionnaire to check the loyalty status among villagers towards

    change of teas available in the nearby shops, nearby towns, door to door salesmen and the

    responses are duly filtered on various parameters to check the effect of various parameters on

    the loyalty and after taking all parameters into consideration we ranked loyalty on the

    percentage of responses among villagers.

    Responses duly registered by Respondents are:-

    Scheme Quality If not availableAvailability unavailability whichever available

    If not available Quality not available

    Generally price not available

    Availability Price whatever available

    Scheme Price if good

    Scheme Colour quality

    Generally to test other tea whatever got

    Generally Price taste

    Scheme quality wahtever got

    Scheme availability of different tea new teaScheme to try new one if less in home

    Scheme if not available price

    Quality whatever retailer gives children buy different

    Availability whatever gets Whatever available

    Price whatever retailer givesIf not available, other isbought.

    any one purchase whatever retailer gives money shortage

    shortage price factor whichever is cheaper

    smell If not available whichever is available

    qualitywhatever is available KK orMili whichever is available

    quality Sometimes if not Available whichever is cheaper

    whatever is available If not Available money shortage

    for new try For good Quality finishes early

    price change

  • 8/9/2019 Amul Report Final - Bharat Chawla

    59/130

    Inference

    Q14: The tea which you are using is available in which sizes?

    (MO)

    Rs. 1

    Rs. 2

    Rs. 5Rs. 7 Up to 25 Gm

    Rs. 8Rs. 13 50 Gm

    Rs. 14Rs. 25 100 gm

    Rs. 35Rs. 62 250 gm

    Rs. 70Rs. 122 500 gm

    Rs. 140Rs. 240 1 Kg

    This question is taken into questionnaire to check the current buying pattern among villagers

    to know their potential of buying as well as current buying status so to know price range ofvarious teas available in the nearby shops, nearby towns, door to door salesmen and the

    responses are duly filtered on various parameters to check the effect of various parameters on

    the buying pattern and after taking all parameters into consideration we ranked options on the

    scale of buying pattern of over various pack sizes among villagers.

  • 8/9/2019 Amul Report Final - Bharat Chawla

    60/130

  • 8/9/2019 Amul Report Final - Bharat Chawla

    61/130

  • 8/9/2019 Amul Report Final - Bharat Chawla

    62/130

  • 8/9/2019 Amul Report Final - Bharat Chawla

    63/130

    Part 3: Point of Purchase / Point of Selling

    Inference

    Q15: From where do you buy this tea?

    (MO)

    a) Nearby Grocery Storeb) Nearby Town (In case of Weekly/Monthly Grocery Purchase)c) Door to Door Salesmen

    This question is taken into questionnaire to check the convenient buying spot among villagers

    from various spots like nearby shops, nearby towns, door to door salesmen to know the best

    spot for penetration after launching tea and the responses are duly filtered on various

    parameters to check the effect of various parameters on the best buying spot and after taking

    all parameters into consideration we ranked options on the basis of convenience among

    villagers.

  • 8/9/2019 Amul Report Final - Bharat Chawla

    64/130

  • 8/9/2019 Amul Report Final - Bharat Chawla

    65/130

  • 8/9/2019 Amul Report Final - Bharat Chawla

    66/130

  • 8/9/2019 Amul Report Final - Bharat Chawla

    67/130

    Inference

    Q16: Why do you buy from there? (MO)

    a) Easy Accessibility / Nearbyb) Credit Availablec) Trust or Reliability with the Shop or Shopkeeperd) Binding with the shop or Shopkeeper

    This question is taken into questionnaire to check the reason of buying from convenient store

    and the responses are duly filtered on various parameters to check the effect of various

    parameters on the convenience and after taking all parameters into consideration we ranked

    options on the level of convenience among villagers.

  • 8/9/2019 Amul Report Final - Bharat Chawla

    68/130

  • 8/9/2019 Amul Report Final - Bharat Chawla

    69/130

  • 8/9/2019 Amul Report Final - Bharat Chawla

    70/130

  • 8/9/2019 Amul Report Final - Bharat Chawla

    71/130

    Inference

    Q17: Who go to buy the tea from the family?

    (MO)

    a) Respondentb) Husband (Opposite Member of Respondents)c) Wife (Opposite Member of Respondents)d) Childe) Senior Member (Mother/Father of Respondent)f) Anyone (In family or Out of Family)

    This question is taken into questionnaire to check, who goes to buy the tea among village

    families to conclude the thin line of difference between consumer and customer, and the

    responses are duly filtered on various parameters to check the effect of various parameters on

    the consumer and customer after taking all parameters into consideration we prioritize the

    options on the basis of customer among villagers.

  • 8/9/2019 Amul Report Final - Bharat Chawla

    72/130

  • 8/9/2019 Amul Report Final - Bharat Chawla

    73/130

  • 8/9/2019 Amul Report Final - Bharat Chawla

    74/130

  • 8/9/2019 Amul Report Final - Bharat Chawla

    75/130

    Inference

    Q18: Who decides which tea to buy? (SO)

    a) Respondentb) Husband (Opposite Member of Respondents)c) Wife (Opposite Member of Respondents)d) Childe) Senior Member (Mother/Father of Respondent)f) Anyone (In family or Out of Family)g) Shop Keeper

    This question is taken into questionnaire to check, who decides which tea to pick among

    village families to conclude the thin line of difference between consumer and customer, and

    the responses are duly filtered on various parameters to check the effect of various parameters

    on the consumer and customer after taking all parameters into consideration we prioritize the

    options on the basis of decision influencer among villagers.

  • 8/9/2019 Amul Report Final - Bharat Chawla

    76/130

  • 8/9/2019 Amul Report Final - Bharat Chawla

    77/130

  • 8/9/2019 Amul Report Final - Bharat Chawla

    78/130

  • 8/9/2019 Amul Report Final - Bharat Chawla

    79/130

    Part 4: Current Product Profile / Purchase Profile

    Inference

    Q19: Whats so special in that tea? (Value to Money Proposition) (MO)

    Taste Colour Molecular Fragrance

    Strong Dark Red Colour Molecular (Medium) Natural

    Light Medium Red Colour Dusty Masala

    Light Red Colour

    This question is taken into questionnaire to check the product profile and awareness about the

    product used by the villagers to conclude the best product fit for villages, and the responses

    we have collected are duly filtered on various parameters to check the effect of various

    parameters on the product profile after taking all parameters into consideration we prioritize

    the products on the basis of demand among villages.

  • 8/9/2019 Amul Report Final - Bharat Chawla

    80/130

  • 8/9/2019 Amul Report Final - Bharat Chawla

    81/130

  • 8/9/2019 Amul Report Final - Bharat Chawla

    82/130

  • 8/9/2019 Amul Report Final - Bharat Chawla

    83/130

  • 8/9/2019 Amul Report Final - Bharat Chawla

    84/130

  • 8/9/2019 Amul Report Final - Bharat Chawla

    85/130

  • 8/9/2019 Amul Report Final - Bharat Chawla

    86/130

  • 8/9/2019 Amul Report Final - Bharat Chawla

    87/130

    Q20: Are you getting any scheme in it?

    (SO)

    a) Yesb) No

    This question is taken into questionnaire to check mode of promotion among villagers to

    boost the sales or to promote the certain tea in villages which are available in the nearby

    shops, nearby towns, door to door salesmen and the responses are duly filtered on various

    parameters to check the effect of various parameters on the level of awareness and after

    taking all parameters into consideration, we ranked mode of promotion on the percentage of

    respondents among villagers.

  • 8/9/2019 Amul Report Final - Bharat Chawla

    88/130

  • 8/9/2019 Amul Report Final - Bharat Chawla

    89/130

  • 8/9/2019 Amul Report Final - Bharat Chawla

    90/130

  • 8/9/2019 Amul Report Final - Bharat Chawla

    91/130

  • 8/9/2019 Amul Report Final - Bharat Chawla

    92/130

  • 8/9/2019 Amul Report Final - Bharat Chawla

    93/130

  • 8/9/2019 Amul Report Final - Bharat Chawla

    94/130

    \

  • 8/9/2019 Amul Report Final - Bharat Chawla

    95/130

    Inference

    Q22: Do you buy in Cash or on Credit?

    (SO)

    a) Cashb) Credit

    This question is taken into questionnaire to check the availability of credit to village

    population and are they taking it or not to know the potential of buying of teas available in

    the nearby shops, nearby towns, door to door salesmen and the responses are duly filtered on

    various parameters to check the effect of various parameters on the availability of credit and

    after taking all parameters into consideration we rated options on the basis of percentage of

    representative responses of villages.

  • 8/9/2019 Amul Report Final - Bharat Chawla

    96/130

  • 8/9/2019 Amul Report Final - Bharat Chawla

    97/130

  • 8/9/2019 Amul Report Final - Bharat Chawla

    98/130

  • 8/9/2019 Amul Report Final - Bharat Chawla

    99/130

    Inference

    Q23: For how long the Credit term available to you (SO)

    a) Less than 1 weekb) Between 1-3 weekc) More than 3 week

    This question is taken into questionnaire to check the availability of credit tenure to village

    population and are they taking it or not to know the potential of buying of teas available in

    the nearby shops, nearby towns, door to door salesmen and the responses are duly filtered on

    various parameters to check the effect of various parameters on the tenure of credit and after

    taking all parameters into consideration we rated options on the basis of percentage of

    representative responses of villages.

  • 8/9/2019 Amul Report Final - Bharat Chawla

    100/130

    Part 5: Expectation from Amul Tea

    Inference

    Q24: If Amul Launches a Tea then do you buy it?

    (SO)

    a) Yesb) No

    This question is taken into questionnaire to check the willingness to buy Amul tea so to cut

    short the potential customer and interested customer, if tea is made available at nearby shops,

    nearby towns, door to door salesmen and the responses are duly filtered on various

    parameters to check the effect of various parameters on the willingness to buy and after

    taking all parameters into consideration we mentioned the percentage of customer willing to

    buy Amul tea among villagers.

  • 8/9/2019 Amul Report Final - Bharat Chawla

    101/130

  • 8/9/2019 Amul Report Final - Bharat Chawla

    102/130

  • 8/9/2019 Amul Report Final - Bharat Chawla

    103/130

  • 8/9/2019 Amul Report Final - Bharat Chawla

    104/130

    Inference

    Q25: If No, why so?

    --------------------------------------------------------------------------------------------------------------

    This question is taken into questionnaire to check the willingness to buy Amul tea so to cut

    short the potential customer and interested customer, if tea is made available at nearby shops,

    nearby towns, door to door salesmen and the responses are duly filtered on various

    parameters to check the effect of various parameters on the willingness to buy and after

    taking all parameters into consideration we mentioned the percentage of customer willing to

    buy Amul tea among villagers.

    Responses duly registered by Respondents are:-

    Its in my nerves from Years

    brand loyalty

    loyal customer

    loyal to wagh bakri

    As no Schemes are available

    Dont want to try other than wagh bakri/

    house members dont take tea

    Calcutta is the best in colour and taste.

    Habituated with that tea.Problem With Amul

    brand loyalty

  • 8/9/2019 Amul Report Final - Bharat Chawla

    105/130

    Inference

    Q26: From where would you like to buy that Tea? (MO)

    a) Nearby Shopsb) Big Grocery Stores in Townc) Collection Centres (DCS)d) Door to Door Salesman

    This question is taken into questionnaire to check the best shelf to place product in villages

    to get maximum potential market out of Collection Centre nearby shops, nearby towns, door

    to door salesmen and the responses are duly filtered on various parameters to check the effect

    of various parameters on the convenient shelf to place and after taking all parameters into

    consideration we ranked best on the level of percentage of responses among villagers.

  • 8/9/2019 Amul Report Final - Bharat Chawla

    106/130

  • 8/9/2019 Amul Report Final - Bharat Chawla

    107/130

  • 8/9/2019 Amul Report Final - Bharat Chawla

    108/130

  • 8/9/2019 Amul Report Final - Bharat Chawla

    109/130

    Inference

    Q27: In what Prices or Sizes do you feel Amul should launch the Tea?

    (MO)

    Rs. 1,2,3, Between 5 gm to 15 gm Rs. 5,10 Between 25 gm to 50 gm Rs. 10,15,20 Between 50 gm to 100 gm Rs. 20Rs. 40 Between 100 gm to 200 gm Rs. 40Rs. 60 250 gm Rs. 60Rs. 120 500 gm Rs. 120Rs. 180 1 Kg More than 180 1 Kg and More

    This question is taken into questionnaire to check the best pack sizes for villagers and to

    know their potential of buying and the responses are duly filtered on various parameters to

    check the effect of various parameters on the expectations of pack sizes from Amul tea and

    after taking all parameters into consideration we ranked options on the level of expectations

    among villagers.

  • 8/9/2019 Amul Report Final - Bharat Chawla

    110/130

  • 8/9/2019 Amul Report Final - Bharat Chawla

    111/130

  • 8/9/2019 Amul Report Final - Bharat Chawla

    112/130

  • 8/9/2019 Amul Report Final - Bharat Chawla

    113/130

    Inference

    Q28: What do you feel what type of tea will Amul made you available or your expectations?

    (MO)

    a) Affordableb) Easily accessiblec) Available at Subsidized Ratesd) Trust and Reliability Maintain in Quality

    Taste Colour Molecular Fragrance

    Strong Dark Red Colour Molecular (Medium) Natural

    Light Medium Red Colour Dusty Masala

    Light Red Colour

    This question is taken into questionnaire to check the expectation of villagers from Amul tea,so as to give the best product fit as per the demand and the responses we have collected are

    duly filtered on various parameters to check the effect of various parameters on the product

    profile after taking all parameters into consideration we prioritize the products on the basis of

    expected product profile among villages.

  • 8/9/2019 Amul Report Final - Bharat Chawla

    114/130

  • 8/9/2019 Amul Report Final - Bharat Chawla

    115/130

  • 8/9/2019 Amul Report Final - Bharat Chawla

    116/130

  • 8/9/2019 Amul Report Final - Bharat Chawla

    117/130

  • 8/9/2019 Amul Report Final - Bharat Chawla

    118/130

  • 8/9/2019 Amul Report Final - Bharat Chawla

    119/130

  • 8/9/2019 Amul Report Final - Bharat Chawla

    120/130

  • 8/9/2019 Amul Report Final - Bharat Chawla

    121/130

  • 8/9/2019 Amul Report Final - Bharat Chawla

    122/130

  • 8/9/2019 Amul Report Final - Bharat Chawla

    123/130

  • 8/9/2019 Amul Report Final - Bharat Chawla

    124/130

  • 8/9/2019 Amul Report Final - Bharat Chawla

    125/130

  • 8/9/2019 Amul Report Final - Bharat Chawla

    126/130

    Findings

    Part 1: Demographic Study (Question.1 to Question.6)

    Average family size : 5.12 Members per family

    SOI: SOI- Business : 20%SOI- Service : 17%SOI- Daily Labour : 17%SOI- Farming : 65%

    Family Income: Average Range : 75 -100 per DayAverage Range : 4000 - 6000 per MonthAverage Range : 4500050000 per Year

    Member to DCS: Members to DCSYes : 68%

    Members to DCS

    No : 32%

    Milk to DCS: Below 2 Litre : 7%Between 2-5 Litre : 40%Between 6-10 Litre : 16%Between 11-20 Litre : 3%More than 20 Litre : 4%

    Percentage of Tea Drinkers per family : 89%

    Educational Qualification: Illiterate : 17%

    Less than 10th

    : 54%

    Less than 12th : 16%Graduate : 11%Post Graduate : 1%

    Part 2: Market Analysis / Source of Penetration (Question.7 to Question.14)

    Highest Market Awareness for: Wagh Bakri + Milli (Brand Awareness 44%)Best Source of Pentration: Shopkeeper / Nearby ShopsBiggest Competitor: Wagh Bakri + Milli (Market Share 45 %)Loyalty Status: High (More than 5 Years 45%)

    Part 3: Point of Purchase / Point of Selling (Question.15 to Question.18)

    Best Shelf to Sell: Grocery store Nearby: 55%Reason of buying from Grocery Store: Easy Accessibility 56%

    Part 4: Current Product Profile / Purchase Profile (Question.19 to Question.23)

    Who goes to buy tea : Respondent (80% Male) 51%Who decides which tea to buy : Respondent (80% Male) 47%Best Fit: Product Profile: Taste: Strong

    Colour: Dark RedMolecular: MediumFragrance: Natural

  • 8/9/2019 Amul Report Final - Bharat Chawla

    127/130

    Part 5: Expectation from Amul Tea (Question.24 to Question.28)

    Ready to buy: Popularity Level: 96%Best Shelf Space: DCS + Nearby Grocery StoreExpectation from Amul Tea: AffordableExpected Product Profile: Taste: Strong

    Colour: Dark Red

    Molecular: MediumFragrance: Natural

  • 8/9/2019 Amul Report Final - Bharat Chawla

    128/130

  • 8/9/2019 Amul Report Final - Bharat Chawla

    129/130

    Bibliography

    Annual report 2009-2010, Vehicle monitoring division, KDCMPUL, Anand

    Anand District road map

    Google Earth

    United Nations Development Programmewebsite :http://www.undp.org/

    Wikipedia- AMULwebsite:http://en.wikipedia.org

    AMULwebsite:http://www.amul.com/

    AMUL DAIRY

    website:http://www.amuldairy.com

    Market Research

    website:http://www.marketresearch.com

    www.dairy.com

    http://www.undp.org/http://www.undp.org/http://www.undp.org/http://en.wikipedia.org/http://en.wikipedia.org/http://en.wikipedia.org/http://www.amul.com/http://www.amul.com/http://www.amul.com/http://www.amuldairy.com/http://www.amuldairy.com/http://www.amuldairy.com/http://www.marketresearch.com/http://www.marketresearch.com/http://www.marketresearch.com/http://www.dairy.com/http://www.dairy.com/http://www.dairy.com/http://www.marketresearch.com/http://www.amuldairy.com/http://www.amul.com/http://en.wikipedia.org/http://www.undp.org/
  • 8/9/2019 Amul Report Final - Bharat Chawla

    130/130

    Questionnaire: Gujrati