GCMMF

MARKETING REPORT

AMUL TAZZA TETRA POWER PACK

MARKET RESEARCH ON CUSTOMER PREFERNCES AND POTENTIAL MARKET OF AMUL TAZZA TETRA POWER PACK IN VADODARA CITY

RIDDHI PATEL

PGDM(MRKTG)

SINGHAD INSTITUTE OF BUSINESS ADMINISTRATION AND RESEARCH

PUNE

DECLARATION

I, RIDDHI PATEL, hereby declare that the project entitled A Case Study on Post

analysis of AMUL TAAZA TETRA POWER PACK has been personally done by me

under the guidance of MR. BHARAT PATEL (EXECUTIVE) This work has not been

submitted for any other degree / diploma exam elsewhere.

RIDDHI PATEL

Date

Place

EXECUTIVE SUMMARY

In India dairy is considered as one of the main instruments for social and economic development.

Small farmers, possessing about 70% of the milk cattle, dominate milk production. Their income was

undependable, and too small, so dairy was not considered a viable business option. But the

Operation Flood changed the scenario, to the extent of Revolution. Amul has become a symbol of

farmers’ liberation and self-reliance.The project aims to study the evolution of Indian dairy industry

and that of Amul. The primary focus will be on the marketing strategy and competitor analysis, over

the years, which has made Amul the most recalled brand.As it moves into newer products, and,

Amul is perusing a different advertising strategy. The entry of MNCs, evolution in the customer

profiles, and a changing Market calls for a massive shift in the strategy. In the project we examine

how the company is geared up to meet the challenge.

SYMPNOSIS:

1. PRODUCT DESCRIPTION

2. FEATURES OF UHT MILK

3. PLACE ALLOTED FOR SURVEY

4. RESEARCH ON AMUL TAAZA TETRA POWER PACK

5. DETAILS

6. SURVEY DETAILS

7. INTERPRETATION

8. CONCLUSION

9. BIBLIOGRAPHY

PRODUCT DESCRIPTION

Ultra High Temperature (U.H.T) Milk is a kind of milk which comes in

tetra pack. It is bacteria free milk. It is firstly boiled on 1310C. which

kills bacterial and keep it fresh. After cooling it is packed in tetra

Pack. It is fresh and hygenic milk. There is no preservatives or

chemical are added only extra vitamins and minerals are added in

this pure milk. It has 120 days shelf life. There is no need to keep it

in freeze or boil it till 120 days. (in packed condition). It has a very

good market in abroad. In India it is relatively new. People are less

aware about this product. It is little more costlier than fresh poly

pack milk. It has good sale in A Class market. There is 3-4 branded

U.H.T. milk available in market i.e. Amul, NESTLE, VIJAYA and

GAGAN. Gagan is not in same category. It is low price and it comes

in poly pack. Amul has three varieties of U.H.T. milk i.e. SLIMN TRIM

with 05% fat, Taaza with 3% fat and Gold with 4.5% fat. NESTLE has

two verities i.e. SLIM NTRIM with 0.5% fat, Nestle Milk with 3%

fat. Vijaya has also two varieties i.e. Low Fat with 1.5% fat and

standard with 4.5% fat.

AMUL TAAZA TETRA POWER PACK

FEATURES OF U.H.T MILK

Treated at Ultra High Temperature and aseptically packed.

Sterile bacteria free and can be consumed directly.

Need no refrigeration.

Stay fresh for 4 months.

Gives Excellent and Firm Cards/yoghurt

Hygienically packed

Natural taste with high nutritive value

Packaging materials absolutely impermeable and non-

returnable.

Homogenized.

PLACE ALLOTED FOR SURVEY:

The territory which was allotted to me was Vadodara,

with a definite area which was Alkapuri and area near by hostels so as to know the potentials of the market.

The barrier was the area as APO’s were not there in Alkapuri, which made it difficult for me to survey as customer were not define.

This report basically consist of the research methodology, techniques, data collection, interpretation etc.

I was being told to conduct a survey on post analysis of AMUL TAAZA TETRA POWER PACK which comes in 200 ml and 500 ml.

The survey was successfully conducted in different areas of Alkapuri commercial and residential both. And also some parts of near by areas of M.S hostels like Fatehganj, Sayajiganj etc.

I went through different category of people like students, higher income level family, middle class family, upper middle class family etc.

Sample size

140 out of which 70 are students and 70 are individuals from different class family.

RESEARCH ON AMUL TAAZA TETRA POWER PACK:

Research methodology of the study

Research:-

Research is define as diligent and thorough inquiry and investigation into a subject. This includes using ALL appropriate print and electronic sources, asking the reference librarians for help, and making use of bibliographies given by other authors

Research methodology:-

Research methodology is define as the way in which the data are collected for the research project. Since there are vast sources through which the data can be collected thus this methodology means .getting the best and appropriate data for the existing project..

Data Collection

Data can be collected through various sources available in two different forms, primary and secondary data.

Primary dataIt is define as information collected directly from the source through observation, conversation, and/or participation. The degree of reliability, validity, and precision required depends on how you intend to use the information.

Customer were taken into consideration for primary data collection,

Customers are randomly selected for collecting sample.

Secondary dataIt is define as information collected by others such as government agencies and/or nonprofits that pertains to your area of interest. The degree of reliability, validity, and precision in secondary data depends on how it was collected and interpreted. Census data is one example of secondary data.

In this project we have used secondary data sources such as

Web sites

Limitation

The limitations of the research were as follows:-

Lack of proper experience on the part of the researcher in conducting such studies in the past.

Lack of availability of outlets for survey. Faced problem in finding customers for product

DETAILS:

The details which is given below, has been taken into consideration on the basis of various fundamentals.

There were limitations because of which the data collected has became precise.

As I have told earlier that customers or respondents were not defined properly which was considered as demerit, took place because of non availability of APO in Alkapuri area.

But some or the other way, managing the situation I collected data

through different sources.

The survey took place with 140 number of respondents out of which it

was divided into two categories as I mentioned it. Now this two

categories are the main buyers or potentials of our product.

These respondents went through 13 different questions which they

answered successfully, these questions were purely based on to know the

potentials and customer preferences and they were framed in such a way

so that respondent can easily give answer, to reduce their labour I made

close ended questions, only the personal detail portion is open ended

questions which I asked them.

FAMILY SURVEY:

SAMPLE SIZE 70

Q1. Do you buy milk?

Yes No55 15

78.57% 21.43%

78.57%

21.43%

yesno

Interpretation: Most of the family prefer buying milk.

Q2. What is your average daily consumption of milk?

less than 1 ltr 1.5 to 3 ltrs. 4 to 5 ltrs. 5 lts. Or more21 26 10 13

30% 37.14% 14.28% 18.57%

30.00%

37.14%

14.28%

18.57%

less than 1 ltr1.5 to 3 ltrs.4 to 5 ltrs.5 lts. Or more

Interpretation: Most of the family falls under the category of daily consumption of less than 1.5 TO 3 ltr milk after that comes less than 1 ltr. As in todays culture family in most of the cases is found nuclear.

Q3. How many members are there in your family?

2-3 members 4-5 members 5-6 members7 or more members

34 26 3 748.57% 37.14% 4.29% 10%

48.57%

37.14%

4.29% 10.00%

2-3 members4-5 members5-6 members7 or more members

Interpretation: 2-3 members in the family is seen in most case, then comes 4-5 members.

Q4. Do you purchase milk on a regular basis i.e. daily?

yes no

52 18

74.29% 25.71%

74.29%

25.71%

yesno

Interpretation: Purchase of milk on daily basis is more as compared to the ratio of non buying customers i.e on daily basis.

Q5. What kind of milk packaging do you prefer?

loose milk pouch milk tetra milk

28 31 11

40% 44.29% 15.71%

40.00%

44.29%

15.71%

loose milkpouch milktetra milk

Interpretation: 44% goes for pouch milk as they consider pouch milk pasteurized and fresh.

Q6. From where do you buy milk generally?

milk vendor milk shop home delivery normal market super

market

19 10 24 8 9

27.14% 14.28% 34.29% 11.43% 12.86%

27.14%

14.28%

34.29%

11.43%

12.86%

milk vendormilk shophome deliverynormal marketsuper market

Interpretation: Most of the customers prefer home delivery as the best source of buying milk.

Q7. Are you aware about Amul Taaza Tetra power pack?

yes no

43 27

60% 38.57%

60.00%

38.57%

yesno

Interpretation: 60% of the people are aware about the product.

Q8. Have you ever tired Amul Taaza Tetra power pack?

yes no

26 44

37.14% 62.86%

37.14%

62.86%

yesno

Interpretation: Most of the cases is falling in no category as due to reason as follows:

1. Price factor.2. Number of members in the family.3. Budget factor etc.

Q9. Are you satisfied with the quality of Amul Taaza Tetra power pack?

yes no

18 14

56.25% 44%

56%

44%yesno

Interpretation: 54% have not tried yet, and out of the remaining customers 56.25% which is more than half are satisfied with the product.

Q10. Is the taste of Amul Taaza Tetra power pack is good as compared to other Tetra power pack?

very good good moderate bad very

bad

6 10 5 3 6

20.00% 33.33% 16.67% 10.00% 20.00%

20.00%

33.33%16.67%

10.00%

20.00%

very goodgoodmoderatebadvery bad

Interpretation: Again most of them have not tried, as the above ratio declared the the customers who has not tried the product remaining customers said that compare to other tetra power pack AMUL tetra pack is better.

Q11. Please mention whether below given statement are true / false?

a. Amul taaza Tetra power pack has a shelf life of more than 3 months?

Yes No

17 53

24.29% 75.71%

24.29%

75.71%

yes no

Interpretation: 75% are aware about it but remaining are still unaware.

b. Amul Taaza Tetra power pack require refrigeration at the time of storage?

yes no6 648.57% 91.43%

Interpretation: Here also they are aware as 91% is in favour of the answer.

c. Amul taaza Tetra power pack is bacteria free and can be consumed directly without boiling?

8.57%

91.43%

yesno

Yes no

60 10

85.71% 14.29%

85.71%

14.29%

yesno

Interpretation: customer are aware about it.

Q12. What do you think should be the price of Amul Taaza Tetra power pack for 500 ml?

15rs 16rs 17rs 18rs34 16 15 5

48.57% 22.86% 21.43% 8.14%

48.57%

22.86%

21.43%

8.14%

15rs16rs17rs18rs

Interpretation: As customer want to fit this product in their budget most of them prefers least price for the product without affecting the quality.

Q13. Now knowing the benefit and price of Amul Taaza Tetra power pack please revert your intention to buy the product at MRP Rs. 17 for 500 ml pack?

Totally switch keep some stock not satisfied

over

12 40 18

17.14% 57.14% 25.71%

17.14%

57.14%

25.71%

totally switch overkeep some stocknot satisfied

Interpretation: Most of them want to keep product just for emergency purpose, as we have seen in the earlier question that customer want lower price than than the actual price, so they just want to keep some stock for emergency pupose.

STUDENTS SURVEYSample size :70

Q1. Do you buy milk?

yes No

64 6

91.43% 8.57%

INTERPRETATION: Majority of the students prefers to buy milk.

Q2. What is your average daily consumption of milk?

less than 1 ltr 1.5 to 3 ltrs 4 to 5 ltrs 5 ltrs or more

50 15 5 0

71.43% 21.43% 7.14%

71.43%

21.43%

7.14%

less than 1 ltr1.5 to 3 ltrs4 to 5 ltrs5 ltrs or more

INTERPRETATION: Daily consumption of most of the student is less than 1 ltr.

Q3. How many members are there in your family?

2-3 members 4-5 members 5-6 members 7 or more members30 29 10 142.86% 41.43% 14.29% 1%

42.86%

41.43%

14.29%

1.43%

2-3 members4-5 members5-6 members7 or more members

INTERPRETATION: Mostly the family member of the students lies between 2 to 5 members. But this data will be of no use as those students are taken who lives in hostel.

Q4. Do you purchase milk on a regular basis i.e. daily?

yes no

37 33

52.86% 47.14%

52.86%47.14% yes

no

INTERPRETATION: It depends upon students consumption, majority is buying on a regular basis but the ratio is very close.

Q5. What kind of milk packaging do you prefer?

loose milk pouch milk tetra milk24 42 434.29% 60.00% 5.71%

INTERPRETATION: Majority prefers pouch milk as it is available easily and it becomes cheap for them to buy pouch rather than opting for tetra pack

Q6. From where do you buy milk generally?

milk vendor milk shop home delivery normal market super

market

16 23 15 15 1

22.86% 32.86% 21.43% 21.43% 1.42%

22.86%

32.86%

21.43%

21.43%

1.42%

milk vendormilk shophome deliverynormal marketsuper market

INTERPRETATION: Here majority is prefering milk shop while milk vendor and home delivery and normal market follows it.

Q7. Are you aware about Amul Taaza Tetra power pack?

yes no

37 33

53% 47.14%

52.86%

47.14% yesno

INTERPRETATION: Most of them are aware but still need to capture market awareness about the product, potential market can be seen over here.

Q8. have you ever tired Amul Taaza Tetra power pack?

yes no22 4831.43% 68.57%

31.43%

68.57%

yesno

INTERPRETATION: As most of them are aware, but due to different reasons they don’t want to opt for tetra pack which can be a disadvantage.

Q9. Are you satisfied with the quality of Amul Taaza Tetra power pack?

yes no

21 7

72% 24%

72%

24%

yesno

INTERPRETATION: 60% of the student have not tried yet, so there is a great potential in the market .

Q10. Is the taste of Amul Taaza Tetra power pack is good as compared to other Tetra power pack?

very good good moderate bad very bad

3 10 7 1 0

14.29% 47.62% 33.33% 4.76% 0.00%

14.29%

47.62%

33.33%

4.76%

very goodgoodmoderatebadvery bad

INTERPRETATION: Around 14% find it good but still 70% of the population is unaware of the benefits of Amul Taaza Tetra pack.

Q11. Please mention whether below given statement are true / false?

a. Amul taaza Tetra power pack has a shelf life of more than 3 months?

yes no

12 58

17.14% 82.86%

17.14%

82.86%

yesno

INTERPRETATION: Most of the people are aware about itz shelf life.

b. Amul Taaza Tetra power pack require refrigeration at the time of storage?

yes no

42 28

60.00% 40.00%

60.00%

40.00%

yesno

INTERPRETATION: The student who have used Tetra pack they knows that it doesn’t require refrigeration, but others are still in dilemma.

c. Amul taaza Tetra power pack is bacteria free and can be consumed directly without boiling?

yes no

43 27

61.43% 38.57%

61.43%

38.57%

yesno

INTERPRETATION: Most of the people believe that milk is bacteria free and can be consumed directly.

Q12. What do you think should be the price of Amul Taaza Tetra power pack should be?

15rs 16rs 17rs 18rs

41 22 6 1

58.57% 31.43% 8.57% 1.43%

58.57%

31.43%

8.57%

1.43%

15rs16rs17rs18rs

INTERPRETATION: As we know customers always want good quality at cheaper rate they want us to offer them milk at 15 Rs. for 500 ml.

Q13. Now knowing the benefit and price of Amul Taaza Tetra power pack please revert your intention to buy the product at MRP Rs. 17 for 500 ml pack?

totally switch

over

keep some stock not satisfied

5 40 25

7.14% 57.14% 35.72%

7.14%

57.14%

35.72%

totally switch overkeep some stocknot satisfied

INTERPRETATION: More than half of the sample size wants to switch Amul tetra pack for emergency purpose.

ANALYSIS: So finally we can conclude that ther is much more potential in students market, and much more to explore.

Conclusion

According to the study made on Amul Company, this project provides a vast information

about this company, how it was originated, detail knowledge about its founder, their

competitors. It also tells that the company is playing a vital in increasing their market value

by attracting the customers towards their products. They got a good marketing concept.

This company was the first Indian based company which has launched U.H.T milk in India

which made the boom to the company. The AMUL TAAZA TETRA PACK was one of them.

The company has launched many products in the market which generally liked by the

customers. They got very good strategic plans which are helping them in moving ahead with

the logo

THE TASTE OF INDIA, AMUL.

AMUL TAAZA TETRA PACK has attracted the customer in Vadodara, and can also increase

itz power by satisfying customer needs. Customer have given quite a good response and

sample size that I collected was 140 out of which I randomly selected 70 family and 70

students from alkapuri area and areas which are situated near M.S hostels.

From the sample size of 70 of individual’s from different family, I interpreted that

most of the family buys milk, most of the family were nuclear, so family member were

less and most of the family consumed 1.5 to 3 ltrs. Of milk on an average daily, which

were which were mostly relying on pouch milk, most of the customers prefer home

delivery as the best source of buying milk.60% of the people are aware about the

product’s detail. Most of the customers haven’t tried the product because of certain

reasons:

1. Price factor.2. Number of members in the family.3. budget factor etc.

But, they are ready to keep AMUL taaza tetra pack for emergency as if some guests arrives

all of sudden etc.

ANALYSIS: POTENTIAL IS STILL THERE IN THE MARKET IF COMPARED WITH THE OTHER

BRANDS, AS THERE IS A HUGE MARKET OF AMUL PRODUCTS, IT JUST THAT PREFERNCE TO

AMUL MARKET FOR CUSTOMERS SHOULD BE TAKEN MORE INTO CONSIDERATION.

From the sample of 70 of students, I interpreted that majority of the students’ buys

milk, daily consumption of the students is less than one litre, mostly the family member of

the students’ lies between 2 to 5 members. But this data will be of no use as those

students are taken who lives in hostel, it depends upon students consumption, majority is

buying on a regular basis but the ratio is very close. majority prefers pouch milk as it is

available easily and it becomes cheap for them to buy pouch rather than opting for tetra

pack, here majority is preferring milk shop while milk vendor and home delivery and

normal market follows it, most of them are aware but still need to capture market

awareness about the product, potential market can be seen over here, as most of them

are aware, but due to different reasons they don’t want to opt for tetra pack which can be

a disadvantage, 60% of the student have not tried yet, so there is a great potential in the

market . Around 14% find it good but still 70% of the population is unaware of the

benefits of Amul Tazza Tetra pack. As we know customers always want good quality at

cheaper rate they want us to offer them milk at 15 Rs. For 500ml.

BIBLIOGRAPHY:

Customers Amul parlour (other than Alkapuri area) www.amul.com www.wikipedia.com