Amul Summer Training Report

8/2/2019 Amul Summer Training Report

1/62

1


2/62

A SUMMER TRAINING REPORTON

AMUL KOOL FLAVOR MILK

STUDY CONSUMER BEHAVIOR & TRADE RESPONSE FOR AMUL KOOL FLAVOR MILK

SUBMITTEDTO

Shree D. T. RAVALMANAGER

AHMEDABAD DEPOT.

GUJARAT CO-OPERATIVE MILK MARKETING FEDERATION LTD.

AHMEDABAD

UNDER THE GUIDANCE OFPROJECT GUIDEDr. B.K. OZA &Dr. H. D. VYAS

SUBMITTED BYAMIT SOLANKI

DEPARTMENT OF BUSINESS ADMINISTRATIONBHAVNAGAR UNIVERSITY

BHAVNAGAR.

2


3/62

PREFACE

The MBA programme is well structured and integrated course of business studies. The main

objective of practical training at MBA level is to develop skill in student by supplement to the

theoretical study of business management in general. Industrial training helps to gain real lifeknowledge about the industrial environment and business practices. The MBA programme provides

student with a fundamental knowledge of business and organizational functions and activities as well as

an exposure to strategic thinking of management.

In every professional course, training is an important factor. Professors give us theoretical

knowledge of various subjects in the college but we are practically exposed of such subjects when we

get the training in the organization. It is only the training through which I come to know that what an

industry is and how it works. I can learn about various departmental operations being performed in the

industry, which would, in return, help me in the future when I will enter the practical field.

Training is an integral part of MBA and each and every student has to undergo the training for 2

months in a company and then prepare a project report on the same after the completion of training.

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

practices in real that how it differs from those of theoretical knowledge and the practically in the real

life.

In todays globalize world, where cutthroat competition is prevailing in the market, theoretical

knowledge is not sufficient. Beside this one need to have practical knowledge, which would help an

individual in his/her carrier activities and it is true that Experience is the best teacher.

3


4/62

ACKNOWLEDGEMENT

With immense pleasure, I would like to present this project report on a market research work on

AMUL KOOL FLAVOR MILK for Gujarat Co-operative Milk Marketing Federation Ltd.,

Ahmedabad. It has been an enriching experience for me to undergo my summer training at AMUL,

which would not have possible without the goodwill and support of the people around. As a student of

DEPARTMENT OF BUSINESS OF BUSINESS ADMINISTRATION , I would like to express my

sincere thanks to all those who helped me during my practical training programme.

Words are insufficient to express my gratitude toward Mr. D. T. Raval , the Branch Manager of

AMUL. I would like to give my heartily thanks to Mr. Anil Bayati , who permitted me to get training

at G.C.M.M.F. I am very thankful to Dr. B. K. Oza & Dr. H. D. Vyas , who helped me at every step

whenever needed.Lastly, I convey my regards to the whole staff, which made my stay at G.C.M.M.F. LTD. A

memorandum part of life.

AMIT SOLANKI

DEPARTMENT OF BUSINESS ADMINISTRATION

BHAVNAGAR UNIVERSITY

BHAVNAGAR.

4


5/62


6/62

SECTION A

THE PROJECT PROFILE

1. Project Background & introduction

2. G.C.M.M.F.: An Overview

3. List of products marketed by G.C.M.M.F.

4. Competitive situation.

6


7/62

PROJECT BACKGROUND AND INTRODUCTION

In the year 1946, the first milk union was established. This union was started with 250 litres of

milk per day. In the year 1955, AMUL was established. In the year 1946, the union was known as

KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS UNION. This union selected the brand

name AMUL in 1955.

The brand name Amul means AMULYA. This word derived from the Sanskrit word

AMULYA. A quality control expert in Anand had suggested the brand name AMUL. Amul

products have been in use in millions of homes since 1946. Amul Butter, Amul Milk Powder, Amul

Ghee, Amul spray, Amul Cheese, Amul Munch Times, Amul Shrikhand, Amul Ice Cream, Nuramul,

Amul Milk, Amul Milk Drinks and Amulya have made Amul a leading food brand in India. Today

Amul is a symbol of many things like of the high quality products sold at reasonable prices, of thegenesis of a vast co-operative network, of the triumph of indigenous technology of the marketing savvy

of a farmers organization. And have a proven moldel for dairy development.

7


8/62

G.C.M.M.F.: AN OVERVIEW

Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products marketing

organisation. It is a state level apex body of milk cooperatives in Gujarat which aims to provide

remunerative returns to the farmers and also serve the interest of consumers by providing quality

products which are good value for money.

Members: 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 litresMilk collection (Daily Average 2006-07):

6.5 million litres

Milk Drying Capacity: 594 Mts. per day

Cattlefeed manufacturing Capacity: 2640 Mts per day

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

1994-95 11140 355

1995-96 13790 4001996-97 15540 450

1997-98 18840 455

1998-99 22192 493

1999-00 22185 493

2000-01 22588 500

2001-02 23365 500

2002-03 27457 575

2003-04 28941 616

2004-05 29225 672

8


9/62

LIST OF PRODUCTS MARKETED BY G.C.M.M.F.

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 MixPure Ghee:

Amul Pure Ghee Sagar Pure Ghee Amul Cow Ghee Infant Milk Range

9
http://www.amul.com/bread-butter.htmlhttp://www.amul.com/bread-lite.htmlhttp://www.amul.com/cheese-cheddar.htmlhttp://www.amul.com/cheese-spreads.htmlhttp://www.amul.com/cheese-mozzarella.htmlhttp://www.amul.com/cheese-emmental.htmlhttp://www.amul.com/cheese-gouda.htmlhttp://www.amul.com/desserts-shrikhand-.htmlhttp://www.amul.com/desserts-gulabjamun.htmlhttp://www.amul.com/desserts-jamunmix.htmlhttp://www.amul.com/desserts-kulfi.htmlhttp://www.amul.com/fresh-tazza.htmlhttp://www.amul.com/fresh-gold.htmlhttp://www.amul.com/fresh-slim.htmlhttp://www.amul.com/fresh-cream.htmlhttp://www.amul.com/cooking-sagar.htmlhttp://www.amul.com/cooking-sagar.htmlhttp://www.amul.com/bread-butter.htmlhttp://www.amul.com/bread-lite.htmlhttp://www.amul.com/cheese-cheddar.htmlhttp://www.amul.com/cheese-spreads.htmlhttp://www.amul.com/cheese-mozzarella.htmlhttp://www.amul.com/cheese-emmental.htmlhttp://www.amul.com/cheese-gouda.htmlhttp://www.amul.com/desserts-shrikhand-.htmlhttp://www.amul.com/desserts-gulabjamun.htmlhttp://www.amul.com/desserts-jamunmix.htmlhttp://www.amul.com/desserts-kulfi.htmlhttp://www.amul.com/fresh-tazza.htmlhttp://www.amul.com/fresh-gold.htmlhttp://www.amul.com/fresh-slim.htmlhttp://www.amul.com/fresh-cream.htmlhttp://www.amul.com/cooking-sagar.htmlhttp://www.amul.com/cooking-sagar.html


10/62

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 Masti Spiced Butter Milk 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:

10
http://www.amul.com/powder-milkfood.htmlhttp://www.amul.com/powder-milkpowder.htmlhttp://www.amul.com/powder-dairy.htmlhttp://www.amul.com/powder-skimmilk.htmlhttp://www.amul.com/powder-coffee.htmlhttp://www.amul.com/cooking-mithai.htmlhttp://www.amul.com/fresh-tazza.htmlhttp://www.amul.com/fresh-gold.htmlhttp://www.amul.com/cooking-mastidahi.htmlhttp://www.amul.com/icecream/royal.htmlhttp://www.amul.com/icecream/nutomania.htmlhttp://www.amul.com/icecream/nature.htmlhttp://www.amul.com/powder-milkfood.htmlhttp://www.amul.com/powder-milkpowder.htmlhttp://www.amul.com/powder-dairy.htmlhttp://www.amul.com/powder-skimmilk.htmlhttp://www.amul.com/powder-coffee.htmlhttp://www.amul.com/cooking-mithai.htmlhttp://www.amul.com/fresh-tazza.htmlhttp://www.amul.com/fresh-gold.htmlhttp://www.amul.com/cooking-mastidahi.htmlhttp://www.amul.com/icecream/royal.htmlhttp://www.amul.com/icecream/nutomania.htmlhttp://www.amul.com/icecream/nature.html


11/62

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

11
http://www.amul.com/desserts-chocolates.htmlhttp://www.amul.com/desserts-chocolates.htmlhttp://www.amul.com/healthy-nutramul.htmlhttp://www.amul.com/desserts-chocolates.htmlhttp://www.amul.com/desserts-chocolates.htmlhttp://www.amul.com/healthy-nutramul.html


12/62

COMPETITIVE SITUATION

Following are the major competitors in the Milk Drink sector:

Competitors Profile:

1. Amul Kool

2. Amul Kool Flavoured Bottled Milk

3. Amul Kool Thandai

4. Nestle Milk

5. Nestle Slim Milk

6. Rajavadi Mast Milk

7. Gaurav Mast Milk

12


13/62

SECTION B

THE PROJECT EXECUTIVE SUMMARY/RESEARCH METHODOLOGY

1. Research Objectives

2. Research Design

3. Research Duration

4. Sampling Design

5. Size of Sample

6. Data Collection Method

7. Data Analysis Method

8. Area of Survey

9. Sample Unit

13


14/62

RESEARCH OBJECTIVES

1. To estimate the market potential and perception towards Amul Kool Flavor Milk.

2. To find out the frequency of consumption of Amul Kool Flavor Milk.

3. To know the awareness level among the retailers for the Amul Kool Flavor Milk.

4. To do market analysis in order to study the usage pattern and buying behavior of Amul

Kool Flavor Milk.

5. To know the awareness level of the consumers for the Amul Kool Flavor Milk.

6. To find out the causes of not buying the Amul Kool Flavor Milk.

RESEARCH DESIGN

EXPLORATORY RESEARCH DESIGN

RESEARCH DURATION

APPROXIMATELY 6 WEEKS

SAMPLING DESIGN

CONVENIENCE BASIS

SIZE OF SAMPLE

150 RETAIL SHOPS & 100 CONSUMERS

14


15/62

DATA COLLECTION METHOD

1. PRIMARY DATA

Direct Interview through Questionnaire

2. SECONDARY DATA

Websites

DATA ANALYSIS METHOD

GRAPHICAL METHOD

AREA OF SURVEY

BHAVNAGAR CITY

SAMPLING UNIT

RETAIL SHOPS &

CONSUMERS

15


16/62

SECTION C

1. Sample Profile of retailers.

2. Sample Profile of consumers.

3. Questionnaire for retailers.

4. Questionnaire for consumers.

5. Data analysis & interpretation of Trade Response.

6. Data analysis & interpretation of Consumers.

7. Market Potential of the product.

8. Findings & conclusion.

9. Suggestions.

10. Limitations.

16


17/62

SAMPLE PROFILE OF RETAILERS

SR NO. SHOP NAME AREA

1. Muralidhar Pan Jasonath Chowk

2. Satnam Bakery Nirmal Nagar 3. Diamond Pan Centre NIrmal Nagar 4. Om Sai Pan Centre NIrmal Nagar 5. Bhagavati Provision Store Bhayani Ni vadi6. Jalaram Kariyana Store Bhayani Ni vadi7. Atul Provision Store Shastri Nagar 8. Mahadev Pan Parlour Shastri Nagar 9. Yatra Parlour Kalanala

10. Apna Parlour Madhavdeep11. Super Cold drinks Madhavdeep12. Ajay Parlour Madhavjyot13. Mona Bakery Kalubha Road14. Anand Pan Parlour Kalubha Road15. Takteshwar Provision Store Kalubha Road16. Shriji Provision Store Kalubha Road17. Jain Provision Store Vidhya Nagar 18. Vidhyanagar Provision Store Vidhya nagar 19. Manpasand Bakery Sahakari hat20. Soni Fast Food Sahakari hat21. Mahadev Bakery Sahakari hat22. Amrut Parlour Madhav Hill23. Rasmalai Opp. Dr. House24. Laxmi Bakery Opp.Raymond25. Ashok Ice Cream Dr. House26. Tulsi Restaurant Kalanala

27. Arazoo Provision Store NationalLojedel28. Shetty Masoor Caf Pirchhalla Sheri29. Kishore Pan Parlour Anantvadi30. Shankar Provision Store Anantvadi31. Laxminarayan Farasan VirabhadraShop32. Madhuvan Store Devubag

17


18/62

33. Shakti General Store Devubag34. Shri Ram Lassi Centre Devubag35. Akshar Cream Parlour Devubag36. Dessert Parlour Devubag37. Avani Provision Store Tele. Exchange38. Adarsh Sweet Mart Jamadar Sheri39. Shreeji Parlour Main Bazaar 40. Mehta Jethalal Undi Vakhar 41. Muni Pendavala Khar Gate42. Das Pendavala Khar Gate43. Dharmik Milk Agency Khar Gate44. Prakeshkumar Mohanlal Nanbha Sheri

45. Krishna Dairy Rupam Chowk 46. Shiv Colddrink Business Centre47. Bharati Provision Store Vege. Market48. Muralidhar Pan Parlour Bhidbhanjan49. Hari Om Provision Store Bhavnagar Para50. Raj Ashapura Milk Parlour Press Quarter 51. Khodiyar Milk Dairy S. T. Workshop52. Amar Enterprise Fulsor

53. Poonam Pan Parlour Fulsor 54. Tulsi Colddrink Fulsor 55. Ashirvad Pan Parlour Chitra56. Gayatri General Store Chitra57. Amul Parlour Chitra58. Bhagavati Pan Parlour Chitra59. Vishwas Bakery & Store Desai Nagar 60. Sita General Store Press Quarter 61. Samarth Juice Centre Sar. Nag. Circle62. Khodiyar Ice Cream Sar. Nag. Circle63. Ashapura Parlour Sar. Nag. Circle64. Amar Provision Store Sindhu Nagar 65. Jainam Provision Store Rupani Circle66. Dhanalaxmi Store Rupani Circle67. Ravi Provision Store Gogha Circle

18


19/62

68. Haridarshan Provision Store Gogha Circle69. Kamal Store Gogha Circle70. Amarlal Bakery Gogha Circle71. Anmol Bakery Gogha Circle72. Satnam Provision Store Gogha Circle73. Jagadish Provision Store Muni Dairy74. Mahalaxmi Lassi Centre Ambavadi75. Tirupati Ice Cream Centre Muni Dairy76. Khodiyar Dairy Farm Muni Dairy77. Uttam General Store Muni Dairy78. Sahin Provision Store Muni Dairy79. Ratnadeep Provision Store Suvidha Townsh

80. Padmavati Provision Store Suvidha Townsh81. Shivshakti Colddrink Ring Road82. Vadavali Ice Cream Centre Gogha Jakatnak 83. Chamunda Provision Store Gogha Jakatnak 84. Deepa General Gogha Jakatnak 85. Mukeshkumar Popatlal Store Gogha Jakatnak 86. Ashok Provision Store Ram Mantra Ma87. Sadguru Pan Store Ram Mantra Ma

88. Prashant Provision Store Ram Mantra Ma89. Shri Sriyajin Provision Store Ram Mantra Ma90. Shri Laxmi Provision Store Lakhubhai Hall91. Shri Ramkrishna Dairy Farm Lakhubhai Hall92. Sitaram Provision Store Lakhubhai Hall93. Pandya Provision Store Lakhubhai Hall94. Sitaram General Store Bhagavati Park 95. Jalaram Provision Store Sagavadi96. Top-3 Juice Parlour Top-3 Cinema97. Food Zone Top-3 Cinema98. Gayatri Pan House Opp. DSP Offic99. Himalaya Ice Cream Parlour Divanpara Road

100. Shri Nanak Bakery Navapara Chow101. Lucky Bakery Store Nagar Pole102. Sugand Ghar Vora Bazaar

19


20/62

103. Royal Bakery Divanpara Road104. Sadguru Bakers & Cake Shop Shrinathaji Naga105. Bhagavati Provision Store 12 no. Bus Stop106. Nilakantha Provision Store Gayatri Nagar 107. Amar Provision Store Gayatri Nagar 108. Pancharatna Provision Store Gayatri Nagar 109. Doli Pan Store Gayatri Nagar 110. Ramdev Colddrink Gayatri Nagar 111. Paras General Store Ring Road112. Dev Provision Store Devaraj Nagar 113. Bombay Fastfood Cresent Circle114. Shrinivas Provision Store Cresent Circle

115. Om General Store Meghani Circle116. N X Zone Rubbery Factory117. Parth General Store Don Chowk 118. Vijay Provision Store Don Chowk 119. Sadgurukrupa General Store Don Chowk 120. Krishna Lassi Parlour Don Chowk 121. Krishna Colddrink & Pan Parlour Don Chowk 122. Bhagyalaxmi Provision Store Diamond Chow

123. Akshar Provision Store Opp. Blood Ban124. Lucky Provision Store Shishuvihar Cir.125. Nazaf Store Shishuvihar Cir.126. Santosh Pan Parlour Prabhudas Talav

127. Rajchamunda Bakery Bordi Gate128. Khodiyar Restaurant Dipak Chowk 129. Sunny Provision Store Last Bus Stop130. Cash & Carry Talaja Road131. Ankur Consumer Talaja Road132. Shriji Consumer Talaja Road133. Novelty Bakery Talaja Road134. Shreenathaji Provision Store Hill Drive135. Tulsi Provision Store Sanskar Mandal136. Famous Amul Parlour Sanskar Mandal137. Ami Provision Store Sanskar Mandal

20


21/62

138. Shraddha Provision Store Sanskar Mandal139. Shree Ramkrishna General Store Sanskar Mandal140. Madhur Consumer Store Op.Devumatem.141. Gopal Bakery Sindhu Nagar 142. Shankar Provision Store Sindhu Nagar 143. Ramdev Cold drink Sindhu Nagar 144. Sadguru Provision Store Sindhu Nagar 145. Ramkrishna General Store Sindhu Nagar 146. Dharmendra Provision Store Atabhai Road147. Yash Consumer Store Atabhai Chowk 148. Rajshakti Parlour Atabhai Chowk 149. King Bakers & General Store Atabhai Chowk

150. Goodluck General Store Opp. Centralsalt

21


22/62

SAMPLE PROFILE OF CONSUMERS

NAME ADDRESS1. Mr.Amit K. Derara Kalubha Chowk 2. Mr.Abhishek Gupta Waghawadi Road3. Mr.Nitin Patel Mahavir Palace4. Mr.Manoj Gohil Nirmal Nagar 5. Mr. Jaydee Rav Mahavir Palace6. Mr. Jay Patel Hill Drive7. Mr. Nirav Gajjar Ahmedabad8. Mr. Tarang Sachaniya Kalvibid9. Mr. Rajesh Dabhi Vijayraj Nagar

10. Mr. Haradevsinh Gohil Kalvibid11. Mr. Rajesh Lathiya Kalvibid

12. Mr. Vipul Desai Pirachhalla Sheri13. Mr. Jignesh Gadhi Rajkot14. Mr. Khodabha Kanani Boratalav15. Mr. Kishore Kamaliya Sindhunagar 16. Mr. Rajesh Khimanee Sindhunagar 17. Mr. Chirag Desai Sindhunagar 18. Mr. Jitendra Solanki Gayatrinagar 19. Mr. Haribhai Bhatt Kalvibid20. Mr. Bhavesh Patel Kalubha Chowk 21. Mr. Raju Raychura Kalanala Chowk 22. Mr. Chandresh Jadav Kalvibid23. Mr. Javerbhai Mavani Fariyadka24. Mr. Paresh Thakkar Jail Road25. Mr. Chirag Solanki Bharatnagar 26. Mr. Bhavesh Rathod Gogha Road27. Mr. Jagdish Rathod Kumbharvada28. Mr. Nayan Mongia Kanbivad29. Mr. Bharat Pathak Tulsi Park 30. Mr. Bhavin Lakhani Ayodhyanagar

31. Mr. Dharmendra Pandya Sitaramnagar 32. Mr. Dhiren Pathak Sagwadi33. Mr. Kuldeepsinh Gohil Ambala-Sihore34. Mr. Haradevsinh Gohil Tana-Sihore35. Mr. Nikhilesh Dixit Press Quarter 36. Mr. Jignesh Mehta RLY Stadium Col.37. Mr. Vishalsinh Gohil Ambala-Sihore

22


23/62

38. Mr. Kalpesh Parekh Subhashnagar 39. Mr. Dhirubhai Kataria Kalvibid40. Mr. Nirmal Shethwala Shivnagar 41. Mr. Rajanikant Kataria Kalvibid42. Mr. Viral Viradia Rajkot43. Mr. Rajiv Viradia Rajkot44. Mr. Dinesh Vala Kalvibid45. Mr. Dixit Shethwala Shivnagar 46. Mr. Dhirubhai Wala Bharatnagar 47. Mr. Yogesh Raval Mohannagar-Sids.48. Mr. Rajesh Patel Shantinagar 49. Mr. Sunil Joshi Kalvibid50. Mr. K.V. Rana Kalvibid51. Mr. Kamlesh Patel Hill-Drive

52. Mr. Ramanik Soni Hari-Om Nagar 53. Mr. Himmatlal Harasora Devubag54. Mr. Bipinsinh Shah Sanosara55. Mr. Hariprasad Raval Sanosara56. Mr. Bharat Agheda Budhel57. Mr. Vikramsinh Raval Sagwadi58. Mr. Nitin Solanki Kumbharwada59. Mr. Pradeep Solanki Kumbharwada60. Mr. Manhar Maru Kumbharwada61. Mrs. Kailash Vegal Amar Society62. Mrs. Jaya Beladiya Amar Society63. Mrs. Champa Limbani Amar Society64. Miss Shital Chavada Khodal Chowk 65. Mrs. Hansaben Chavada Amar Society66. Miss Divya Chavda Amar Society67. Miss Silky Dhameja Sindhunagar 68. Mrs. Kokila Dave Gogha Circle69. Miss Dhruti Mehta Sanskar Mandal70. Dr. N. A. Raninga Hill Drive

71. Mrs. Kumud Raval Ram mantra Mandir 72. Mrs. Ruksana Panjawani Talaja Road73. Mrs. Uma Mehta Rubber Factory Circle74. Mrs. Magna Makwana Kalvibid75. Miss Asmita Mandaliya Vadva Chora76. Miss Aarti Patel Vijayrajnagar 77. Miss Dhara Patel Vijayrajnagar

23


24/62


25/62

QUESTIONNAIRE FOR RETAILERSSHOP NAME: AREA:ADDRESS:

1. Do you keep Amuls products?

(A) Yes [ ] (B) No [ ]2. Do you know about Amul Kool Flavoured Milk?

(A) Yes [ ] (B) No [ ]3. How do you come to know about Amul Kool Flavoured Milk?

(A) By distributors [ ] (B) By customers [ ](C) By other shopkeepers [ ] (D) Others [ ]

4. Do you keep Amul Kool Flavoured Milk?(A) Yes [ ] (B) No [ ]

5. Which kind of flavor is the most popular in your shop?

(A) Kesar [ ] (B) Elaichi [ ] (C) Rose [ ] (D) Mango [ ]6. How many bottles do you sell in a month?

(A) 1 to 5 [ ] (B) 6 to 10 [ ] (C) More than 10 [ ]7. Did you keep Amul Kool Flavoured Milk?

(A) Yes [ ] (B) No [ ]8. Why do you not keep Amul Kool Flavoured Milk?

(A) As distributors still not approach you. [ ](B) Customers do not buy this product. [ ](C) You feel that this product will not sale. [ ](D) You do not get regular supply/service. [ ](E) Other reasons. [ ]

9. Retailers view about why consumers do not buy Amul KoolFlavoured Milk?(A) Unawareness about product. [ ](B) Does not like taste. [ ](C) Higher Price. [ ](D) Other reasons. [ ]

10. How much stock do you keep approximately?(A) 1 to 5 [ ] (B) 6 to 10 [ ] (C) More than 10 [ ]

11. Do you think that the packaging of Amul Kool Flavoured Milk isattractive?(A) Yes [ ] (B) No [ ]

12. Do you think that logo of Amul is required to increase the sale of Amul Kool Flavoured Milk?(A) Yes [ ] (B) No [ ]

25


26/62

13. What are your ideas about to increase the sale of Amul KoolFlavoured Milk?(A) Price should be decreased. [ ](B) Change in the taste. [ ](C) Improvement in the promotion system. [ ](D) Other ideas. [ ]

14. Why do people buy Amul Kool Flavoured Milk?(A) Better quality. [ ] (B) Good taste. [ ](C) Cheaper than other products. [ ] (D) Hobby [ ](E) Other reasons. [ ]

15. Do you get sufficient stock of the product?(A) Yes [ ] (B) No [ ]

16. Which other brands do you keep?(A) Amul Kool [ ] (B) Amul Kool Thandai [ ]

(C) Rajavadi Mast [ ] (D) Amul Kool Chocolate Milk [ ](E) Other brands

17. Which is the most popular brand at your shop?(A) Amul Kool Chocolate Milk [ ] (B) Amul Kool [ ](C) Amul Kool Flavoured Milk [ ] (D) Rajavadi Mast [ ](E) Other [ ]

18. How much profit do you get on other products?(A) Less than Amul Kool Flavoured Milk [ ](B) Same as Amul Kool Flavoured Milk [ ](C) More than Amul Kool Flavoured Milk[ ]

THANK YOU

26


27/62

QUESTIONNAIRE FOR CONSUMERSCONSUMER NAME: AGE:ADDRESS:

1. Do you know about Flavoured Milk?(A) Yes [ ] (B) No [ ]

2. Do you know about Amul Kool Flavor Milk?(A) Yes [ ] (B) No [ ]

3. How did you come to know about Amul Kool Flavoured Milk?(A) By friends [ ] (B) By relatives [ ](C) By shopkeepers [ ] (D) By advertisement (E) Others [ ]

4. By which media of advertisement you knew about Amul Kool FlavoredMilk?(A) Newspaper [ ] (B) Television [ ] (C) Magazine [ ] (D) Others [ ]

5. Do you buy Amul Kool Flavoured Milk?(A) Yes [ ] (B) No [ ]

6. Why do you buy Amul Kool Flavoured Milk?(A) Good quality [ ] (B) Good taste [ ] (C) Cheaper than other products [ ](D) Branded company [ ] (E) Other reasons [ ]

7. Which flavor do you like most in the Amul Kool Flavoured Milk?(A) Rose [ ] (B) Mango [ ] (C) Elaichi [ ] (D) Kesar [ ]

8. Why do you not buy Amul Kool Flavoured Milk?(A) Unawareness [ ] (B) Dont like taste [ ] (C) Higher price [ ](D) Other reasons [ ]

9. Did you buy Amul Kool Flavoured Milk?(A) Yes [ ] (B) No [ ]

10. Which other brands do you buy?(A) Amul Kool [ ] (B) Amul Kool Thandai [ ](C) Amul Kool Chocolate Milk [ ] (D) Other product [ ]

11. Which brand do you like most?(A) Amul Kool Chocolate Milk [ ] (B) Amul Kool Flavoured Milk [ ](C) Amul Kool [ ] (D) Amul Kool Thandai [ ] (E) Other [ ]

THANK YOU

27


28/62

DATA ANALYSIS & INTERPRETATION OF TRADE RESPONSE

1. Do you keep Amuls products?

Yes 94.00%

No 6.00%

Out of 150 retailers, 94% (141) retailers keep Amuls products and only 6% (9)

retailers do not keep Amuls products.

28

YesNo

94.00%

6.00%


29/62

2. Do you know about Amul Kool Flavoured Milk?

Yes 80.67%

No 19.33%

Out of 150 retailers, 80.67% (121) retailers know about Amul Kool Flavoured

Milk and 19.33% (29) retailers do not know about the product. So the G.C.M.M.F.

needs to go for aggressive marketing strategies to get attention in the market.

29

Awareness of "Amul Kool Flavor Milk"

YesNO

80.67%

19.33%


30/62

3. How do you come to know about Amul Kool Flavoured Milk?

By distributors 57.85%

By customers 13.22%

By other shopkeepers 14.05%Others 14.88%

From the entire sample retailers, majority 57.85% (70) retailers were come to

know about the product by distributors, so other modes of communication needs to be

exercised properly for creating more awareness among retailers.

30

Mode of awareness to retailers

Distributor Customers Other shopkeepers Others

57.85%13.22%

14.05%

14.88%


31/62

4. Do you keep Amul Kool Flavoured Milk?

Yes 47.11%

No 52.89%

As it can be seen in the graph that majority of the retailers do not keep Amul

Kool Flavoured Milk. Only 47.11% (57) retailers keep Amul Kool Flavoured Milk.

So the G.C.M.M.F. needs to advertise its product.

31

Do you keep "Amul Kool Flavor Milk"?

47.11%52.89% Yes

No


32/62

5. Which kind of flavor is the most popular in your shop?

Kesar 50.88%

Rose 21.05%

Elaichi 28.07%

Out of 4 flavors of the product, Kesar is the most popular 50.88% and Elaichi is

the 2 nd most popular flavor in the Bhavnagar city. So the G.C.M.M.F. needs to

advertisement for the flavor of Rose and Mango.

32

Most popular flavor

50.88%

28.07%

21.05%

Kesar RoseElaichi


33/62

6. How many bottles do you sale in a month?

1 to 5 66.67%

6 to 10 19.30%

More than 10 14.03%

Bottles sold in a month

66.67%14.03%

19.30%

1 to 56 to 10More than 10

33


34/62

57 retailers keep Amul Kool Flavor Milk, out of them 66.67% (38) retailers cansale the bottles 1 to 5 in a day. 6 to 10 bottles can be sold by 11 retailers in a day.

7. Did you keep Amul Kool Flavor Milk?

Yes 66.94%

No 33.06%

34

Retailers who were kept earlier

66.94%

33.06%

YesNo


35/62

Out of 121 retailers, 66.94% (81) retailers were keeping and 33.06% (40) retailerswere not keeping Amul Kool Flavor Milk. So the G.C.M.M.F. needs to advertise its

product.

8. Why do you not keep Amul Kool Flavor Milk?

Distributors still not approach you. 3.13%

Customers do not buy this product. 54.69%

Feel that this product will not sale. 6.25%

You do not regular supply. 6.25%Other reasons. 29.36%

35

Reasons for not keeping the product

6.25%

6.25%

3.13%

29.69%

54.69%

Dist. Not approached youCustomers don't buyfeel that this product will bot saledont get teguler supplyother reasons


36/62

Out of 64 retailers, 54.69% (35) retailers do not keep the product due to customerdo not purchase this product. So the G.C.M.M.F. needs to advertise its product.

9. Retailers view about why consumers do not buy Amul Kool Flavor Milk.

Unawareness about the product. 29.97%

Do not like taste. 6.61%

Higher price . 52.07%

Other reasons. 17.36%

36

Perception of Retailers about notbuying the product by consumers17.36%

29.97%

6.61%

52.07%

Unawarenessabout product

Does not liketaste

Higher Price

Other reasons


37/62

As per the retailers view, 52.07% (63) retailers say that due to higher price,

customers do not buy this product.Where as 23.97% (29) retailers say that they are not aware about the product. So

there is need of advertisement.

10. How much stock do you keep approximately?

1 to 5 8.77%

6 to 10 7.02%

More than 10 84.21%

STOCK OF THE GOODS

37

8.77%

7.02%

84.21%

1TO 5

6TO10

More than 10


38/62

Out of 57 retailers, 84.21% (48) retailers keep more than 10 bottles in the stock. Where

as 8.77% (5) retailers keep 1 to 5 bottles in the stock.

11. Do you think that the packaging of Amul Kool Flavor Milk is attractive?

Yes 71.90%

No 28.10%

38

Is packaging of the product isattractive?

71.90%

28.10%

Yes No


39/62

Out of 121 retailers, 71.90% (87) retailers say that the packaging of the product isattractive.

So the packaging of the Amul Kool Flavor Milk is attractive.

12. Do you think that the logo of Amul is required to increase the sale of the product?

Yes 69.42%

No 30.58%

39

Requirement of "Amul" logo.

30.58%

69.42%

Yes

No


40/62

Out of 121 retailers, majority of the retailers 69.42% (84) retailers say yes and

30.58% (37) retailers say no.So the logo of Amul is required to increase the sale of the product.

13. What are ideas about to increase the sale of the Amul Kool Flavored Milk?

Price should be decreased 68.60%

Change in the taste 9.09%

Improvement in the system 19.01%

Other ideas 3.30%

40

Ideas to increase the sale

9.09%

19.01%

3.30%

68.60%

Price shouldbe decreased

Change in thetaste

Improvementin thepromotionOther ideas


41/62

Majority of the retailers 68.60% (83) retailers say that the price should be decreased and

19.01% (23) retailers are in favor of improvement in the promotion strategy.So the G.C.M.M.F. should advertise to increase the sale of the product.

14. Why do people buy Amul Kool Flavor Milk?

Better quality 56.20%

Good taste 23.14%

Hobby 2.48%

Other reasons 18.18%

41

Reasons of buying the product bycustomers

Better quality

Good taste

Cheaper thanother productsHobby

Other reasons56.20%

23.14%

2.48%

18.18%


42/62

56.20% (68) retailers believe that the consumers buy this product because of better quality. 23.14% (28) retailers say about good taste.

So the quality of the product is good.

15. Do you get sufficient stock of the product?

Yes 92.98%

No 7.02%

42

Sufficient stock of the product7.02%

92.98%

Yes

No


43/62

Majority of the retailers 92.98% (53) retailers are getting sufficient stock of the

product. So the production management of the G.C.M.M.F. is good.

16. Which other brands do you keep?

Amul Kool 43.32%

Amul Kool Thandai 29.36%

Amul Kool Chocolate Milk 18.35%

Other brands 9.17%

43

Other brands kept by shopkeepers

43.32%

29.36%

0.00%

18.35%

9.17% Amul kool

Amul Thandai

Rajwadi mast

Amul koolchoclate milkother brands9


44/62

Out of 109 retailers, 43.12% (47) retailers keep Amul Kool while 29.36% (32)retailers keep Amul Kool Thandai while 18.35% (20) retailers are keeping Amul

Kool Flavor Milk.

17. Which is the most popular brand at your shop?


Amul Kool 40.28%

Amul Kool Flavor Milk 41.67%

Other brands 11.11%

44

Most popular brand

40.28%

6.94%11.11%0.00%

41.67%

Amul KoolChocolate

MilkAmul Kool

Amul KoolFlavored Milk

Rajvadi Mast


45/62

Out of 72 retailers, 41.67% (30) retailers say about Amul Kool Flavor Milk.

While the Amul Kool is the 2 nd most popular brand.

18. How much profit do you get on other brands?

Less than Amul Kool Flavor Milk 38.46%

Same as Amul Kool Flavor Milk 15.38%

More than Amul Kool Flavor Milk 46.15%

45

Profit margin on other brandscompare to "Amul Kool FlavorMilk"

Less than "Amul Kool Flavor Milk"

Same as "Amul Kool Flavor Milk"More than "Amul Kool Flavor Milk

38.46%

15.38%

46.15%


46/62

Out of 39 retailers, 46.15% (18) retailers are getting profit more than Amul KoolFlavor Milk while 15.38% (6) retailers are getting same as Amul Kool Flavor Milk.

DATA ANALYSIS & INTERPRETATION OF CONSUMER BEHAVIOR

1. Do you know about Flavor Milk?

Yes 74%

No 26%

Awareness of Flavor Milk

46

74%

26%

YesNo


47/62

Out of 100 consumers, 74% (74) people know about Flavor Milk and 26% (26)people do not know about Flavor Milk. So the G.C.M.M.F. should advertise for

product to increase the level of the awareness and sales of the product.

2. Do you know about Amul Kool Flavor Milk?

Yes 74%

No 26%

Awareness of Amul Kool Flavor MilkAwareness

Aa

47

74%

26%

YesNo


48/62

Out of 100 consumers, 74% people know about Amul Kool Flavor Milk and

26% people dont know about Amul Kool Flavor Milk. So the G.C.M.M.F. should

advertise to increase the level of awareness and sales of the product.

3. How did you come to know about the Amul Kool Flavor Milk?

By friends 13.51%

By relatives 9.46%

By shopkeepers 38.57%

By advertisements 34.29%Others 8.11%

Know about Amul Kool Flavor Milk

48

9.46%34.29%

8.11% 13.51%

38.57%

By friends

By relatives

ByshopkeepersByadvertisement

Others


49/62

Out of 74 consumers, 38.57% (27) consumers have come to know about the

product by shopkeepers and 34.29% (24) people have come to know by advertisement.

So the G.C.M.M.F. needs more advertisement to increase the sale of the product.

4. By which media of advertisement you knew about Amul Kool Flavor Milk?

Newspapers 20.83%

Television 45.83%

Magazine 8.33%

Others 25.00%

Media of advertisement

49

20.83%

45.83%

8.33%

25.00%

Newspaper TelevisionMagazineOthers


50/62

Out of 24 people who have come to know about this product, from them 45.83%

(11) consumers have known by television and 8.33% (2) consumers have known bymagazine.

So the G.C.M.M.F. should increase the advertisements.

5. Do you buy Amul Kool Flavor Milk?

Yes 77.03%

No 22.97%

Buying of the product

50

77.03%

22.97%

Yes

No


51/62

Out of 74 consumers, 77.03% (57) consumers buy this product and 22.97% (17)

consumers do not buy this product.So the G.C.M.M.F. should launch beneficial strategy for the consumers to

increase the sale of this product.

6. Why do you buy Amul Kool Flavor Milk?

Good quality 36.84%

Good taste 47.37%

Cheaper than other product 1.75%

Branded company 14.04%Other reasons 0.00%

Reasons of buying the product

51

47.37%

36.84%

0.00%

1.75%

14.04%Good quality

Good taste

Cheaper thanother productBranded

companyOther reasons


52/62

Out of 57 consumers, 36.84% (21) consumers buy because of good quality,47.37% (27) consumers buy because of good taste and 14.04% (8) consumers purchase

because of branded company.

7. Which flavor do you like most in the Amul Kool Flavor Milk?

Rose 19.30%

Mango 8.77%

Elaichi 35.09%

Kesar 36.84%

Flavor like most in the Amul Kool Flavor Milk

52

35.09%

8.77%

19.30%

36.84%

RoseMangoElaichiKesar


53/62

Out of 57 consumers, 36.84% (21) consumers like Kesar, 35.09% (20) consumers

like Elaichi, 19.30% (11) consumers like rose and 8.77% (5) consumers like mango.So Kesar is the most popular flavor in Bhavnagar city.

8. Why do you not buy Amul Kool Flavor Milk?

Unawareness 60.47%

Dont like taste 2.32%

Higher price 11.63%

Other reasons 25.58%

Reasons of not buying the product

53

60.47%

2.32%

11.63%

25.58%UnawarenessDon't like tasteHigher price

Other reasons


54/62

Out of 43 consumers, 60.47% (26) consumers do not buy because of unawareness,25.58% (11) consumers do not buy because of other reasons and 11.63% (5) consumers

do not buy because of higher price.

9. Did you buy Amul Kool Flavor Milk?

Yes 72.97%

No 27.03%

Did you buy Amul Kool Flavor Milk?

54

72.97%

27.03%

Yes

No


55/62

Out of 74 consumers, 72.97% (54) consumers are loyal consumers of this product.

And the 27.03% (20) consumers were not buying this product in the past.

10. Which other brands do you buy?

Amul Kool 26.32%

Amul Kool Thandai 7.02%


Other product 8.77%

Other brands purchased by consumers

55

7.02%38.60%

8.77%

26.32% Amul Kool

Amul KoolThandaiAmul KoolChocolate MilkOther product


56/62

Out of 57 consumers, 38.60% (22) consumers buy Amul Kool Chocolate Milk,26.32% (15) people buy Amul Kool and 19.30% (11) people do not buy any product

except Amul Kool Flavor Milk.

11. Which brand do you like most?


Amul Kool Flavor Milk 45.45%

Amul Kool 15.15%

Amul Kool Thandai 3.03%Others 6.06%

Brand like most

56

45.45%

30.30%15.15%

6.06%3.03% Amul Kool

Chocolate MilkAmul KoolFlavor milkAmul Kool

Amul Kool

ThandaiOthers


57/62

Out of 66 consumers, 45.45% (30) consumers like Amul Kool Flavor Milk most,

30.30% (20) consumers like Amul Kool Chocolate Milk most and only 3.03% people likeAmul Kool Thandai.

So most of the people like Amul Kool Flavor Milk.

MARKET POTENTIAL OF THE PRODUCT

Bottles sold in a month by 57 retailers.

Approximately Middle Value Retailers Total

1 to 5 3 38 114

6 to 10 8 11 88

More than 10 13 8 104

Total 306

Approximately 306 bottles may be sold in a month.

Total Bottles sold in a year by 57 retailers.

306 * 12 = 3672

Approximately 3672 bottles may be sold in a year.

Total retailers of the Bhavnagar city who keep this product

Out of 150 retailers, only 57 keep this product.So, out of 500, how many keep this product?

500 * 57 = 190

150

Out of 500 retailers of the Bhavnagar city, 190 retailers keep this product.

57


58/62

Total bottles sold in a year by 190 retailers.

3672 * 190 = 6, 97,680

Here the total population is 7, 50, 000 in the city. Out of them, 10% are belong to class A, 18%

are belong to class B, 21% are belong to class C, 22% are belong to class D and 29% are belong to class

E. Here we will count only A, B, and C class of the total population that is 49%.

So,

Out of 100, we will select only 49

So, out of 7, 50,000, how many we should select?

7, 50,000 * 49 = 3, 67, 500

100

Out of the total population, we will select 3, 67, 500.

Now in my research work, the sample size of the consumers is 100. In that 74 people are

belonging to A, B, and C class to whom we will select.

Out of these 74 people, 57 are the consumers of this product. Now we will find the total

consumers of this product in the Bhavnagar city.

Total consumers in the city.

Out of 74 people, 57 buy this product

Then out of 3, 67, 500, how many buy this product?

3, 67, 500 * 57 = 2, 83, 074

74

2, 83, 074 people buy this product.

Frequency of the consumers to buy the product.

Here we will divide the total bottles sold in a year with the consumers.

58


59/62

6, 97, 680 = 2.46

2, 83, 074

So we have found that the frequency of the consumers is 2.46 per year. That means every 2

years, the consumer buys 5 bottles.

FINDINGS & CONCLUSION

During the survey, it was found that still there 19.33% retailers are unaware about the Amul

Kool Flavor Milk.

From the survey it was found that only 47.11% retailers keep Amul Kool Flavor Milk.

Because customers do not buy the product according to the retailers.

The price of the product is very high as compare to its quantity of the product.

Kesar is the most popular flavor in the Amul Kool Flavor Milk.

Generally people buy the product because of better quality and brand name.

74% people are aware about this product in Bhavnagar city.

Advertisement should be given to increase the level of awareness and sale of the product.

From the awareness level, more than 77% people buy this product.

From the consumers view, more than 47% people buy this product because of good taste.

The Amul Kool Flavor Milk is the most popular brand and Amul Kool Chocolate Milk is the 2 nd

most popular brand in the Bhavnagar city.

59


60/62

The total retailers in the Bhavnagar city for the product are 190 and the total bottle sold in a year

is 6, 97, 680.

The total consumers in the city are 2, 83, 074 and after every 2 years, the consumer buys 5

bottles.

SUGGESTIONS

In order to maintain and increase the sales in the city of Bhavnagar, the following

recommendations regarding Amul Kool Flavor Milk; particularly regarding promotional policies is

hereby suggested;

The price of the product is so high. So the price should be decreased to increase the sale of

the product.

The G.C.M.M.F. should advertise for the product to increase the awareness level and sales

of the product.

The G.C.M.M.F. should launch beneficial schemes like 2+1 or 4+1, etc. to increase the sale

of the product.

60


61/62

LIMITATIONS

Limited time available for interviewing the respondents. As a result of this it was not possible

to gather full information about the respondents.

The respondents were not very comfortable while revealing their correct usage pattern, no cause

they may feel that they would be called or visited again and again.

Non-cooperative approach and rude behavior of the respondents.

If the respondents answer does not falls between amongst the options given then it will turn up

to be a biased answer.

61


62/62

BIBLIOGRAPHY

1. Research Methodology by C.R. Kothari

2. www.amul.com

3. www.google .com

Amul Summer Training Report

Documents

Transcript of Amul Summer Training Report