PRESENTATION

ON• SUMMER INTERSHIP TRAINING PROJECT “DAHI CNSUMPTION SURVERY”

By : Mayank PatelSubject : S.I.P

Class : MBA (Marketing Management)Roll number : 16

GCMMF-AN Overview

YEAR OF ESTRABLISHMENT 1973

MEMBERS 17 District cooperative milk produces union

NO.OF PRODUCER MEMBER 3.37 Million

NO.OF VILIAGE SOCIETIES 18536

TOTAL MILK HANDLING CAPACITY PER DAY 24 Million

MILK COLLECTION (TOTAL-2014-15) 5.42 Million

MILK COLLECTION (DAILY AVERAGE 2014-15 )

14.85 Million

CATTLEFEED MANUFACTURING CAPACITY 6340 Mats .PER DAY

SALES TURNOVER 2014-15 Rs 20733 crores (us 3.4 billion)

AMUL

TYPE DAIRY COOPERATION

FOUNDED IN 1946

FOUNDED BY Mr.VARGHESE KURIEN

NAME ORIGIN SANSKRIT WORD “AMOOLYA”

HEADQUARTER ANAND,GUJARAT,INDIA

REVENUE 3.4 billion

EMPLOYEE 750 employee of marketing arm,real pool consist of 3.6 million milk producer

WEBSITE WWW.amul.com

MOTHER DAIRY

• Mother dairy is a unit of GCMMF LTD is a nation al level apex marketing organization engage in marketing of milk and milk product under the brand name AMUL.

• Mother Dairy Gandhinagar has a three tier production system where excess milk is processed and products are made. The Mother Dairy Gandhinagar production facility include processing of raw milk, production of ice-cream, powder milk and yogurt (Daahi) are produced.

• Mother dairy does not have the problem of service competitors in milk because it enjoys a share of 60% in AHMEDABAD. In the ghee,milk,powders ice-cream product it has a though competition from the many establish compenies

INFORMATION ABOUT DAHI

Types of Dahi

• Masti Dahi• Lite Dahi• Probiotic Dahi• Flavoyo yoghurt(Dahi)

1.Masti dahi

PACK SIZE 85gm,400gmSTRONG UNDER REFRIGERATIONSHELF LIFE 10 DAYSNUTRITIONAL INFORMATION PER 100 gmENERGY 176 KCALPROTEIN 4.3 GCARBOHGDRATE(SUGER) 27 GFAT 6.9

CALCUIM 194 MG

AMUL LITE DAHI

PACK SIZE 100 gm ,200 gm 500 gm

STOREGE under refrigeration

ENERGY 535-635

FAT 10 %

CARBOHGDRATE 1

VITAMIN A mcg 900

VITAMIN D mcg 5

AMUL PROBIOTIC DAHIPACK SiZE 90 gm,200 gm ,400 gm

STORAGE Under refrigeration

SHELF LIFE 15 days

Nutritional information 100 gm

Energy 51 kcal

Protien 3 gm

Carbohydrade (sugar) 5.2 gm

Fat 1.5 gm

Calcium 176 mg

AMUL FLAAVYO YUGHURT DAHI

PACK STZE 100 gm

SHRLF LIFE 15 day

ENERGY 117 kcal

STORAGE Under refrigeration in 8 c

MAJOR PRODUCT LIST

• Bread spread• Curd• Pureghee• Milk powder• Sweets• Ice cream • Chocolates• Sweetened condensed milk• Fresh milk • Milk drink

RESEARCH METHODOLOGY

• OBJECTIVE OF SURVERY• To analysis a dahi consumption survery• To analysis a consumer behavior toward amul dahi

• DATA COLLECTION METHORD-TWO TYPES• Primary data instrument• Secondary data instrument• Primary data :

collect by filling questannaire from the west ahmedabad.• Secondary data :

Website, Company record, Distributors And internet.

How many family member you there in you family?

1 2 3 4 5 or more0

10

20

30

40

50

60

70

80

90

111

49

7177

Chart Title

Series1

From the above calculation majority of respondents choose the frequency of family member as 5 or more and least of them selected as 1

Average_monthly_income_0f_the_family?

3000 to 10000 11000 to 25000 26000 to 40000 40000 to 500000

20

40

60

80

100

120

140

160

180

23

122

61

6

Series2Series1

From the above calculation majority of respondent choose of monthly income as 110001-25000 and l least of them selected as 40000-50000.

how_often_are_you_purchasing_dahi?

daily altenate day once in week twice in week0

20

40

60

80

100

120

140

160

180

6

133

61

5

PercentFrequency

From the above calculation majority of respondent choose the frequency of purchase dahi as ALTERNATIVE and least selected as twice in week.

How often are you consuming dahi?

daily altenate day once in week twice in week0

20

40

60

80

100

120

140

160

180

14

135

51

5

Series2Series1

from the above calculation majority of respondent choose the frequency as ALTERNATIVE DAY CONSUMING and least them selected as twice in week

Which_dahi_are_you_using

amul masti dahi amul lite dahi other dahi,PL specify

loose dahi home made dahi0

50

100

150

200

250

300

115

282

36

214

Series2Series1

From the above calculation majority of respondent choose the frequency of which dahi are you use as homemade dahi is more and least of them selected as other specify dahi .

since_how_long_are_you_using_dahi

1 year 2 year 3 year 4 year 5 year or more0

50

100

150

200

250

300

350

400

450

4 21 33 32

307

Series2Series1

From the above calculation majority of respondent choose the frequency of since how long are you using dahi as 5 year or more and least of them selected as 1 year.

Which_packeging_are_you_using

Series10

20

40

60

80

100

120

140

160

180

70

17.4563591022444

87

21.6957605985037

cuppouch

From above the calculation majority of respondents prefered cup packaging and least selected pouch package

Which_pack_size_are_you_using_preferred

100 gm 200 gm 400 gm 1 kg 5 kg0

10

20

30

40

50

60

70

80

90

100

32

73

38

5 1

Series2Series1

From the above calculation majority of respondents choose 200grams pack size for the usage purpose and followed by 400 grams,100 grams and 1 kg and least preferred 5 kg of amul dahi

Since_how_long_are_you_using_AMUL_dahi

1 year 2 year since year recent price decrease0

20

40

60

80

100

120

140

7

92

48

2

Series2Series1

From the above calculation 92 of the respondents are using amul dahi for 2 years and 48 of them are using since years and 7 of them are using it for 1 year and 2 of them are using while its recent price decreased

what_is_your_source_of_puch

ase_of_AMUL_dahi?

amul garden, par-lour

local retailer home delivery road vender0

10

20

30

40

50

60

70

80

90

63 67

11 8

Series2Series1

From the above calculation most of the respondents selected local retailer as the source of purchase of amul dahi and placed road vendor as lowest option

what_is_purpose_of_buying_dahi?

buttermilk shrikhand raiyata othear special0

10

20

30

40

50

60

70

80

90

46

7

30

66

Series2Series1

From the calculation 66 of the respondents preferred amul dahi for some other purposes and 46 of them preferred it for the purpose of buttermilk , 30 for raiyata and 7 for shrikhand

why_are_you_using_Amul_dahi

taste hyging and texture easy of available price0

20

40

60

80

100

120

140

160

109

1424

2

Series2Series1

From the calculation taste is the most preferred for using amul dahi selected by respondents and price is the least preferred

what_is_your_opinion_about_price_of_Amul_dahi?

high low reasonable0

20

40

60

80

100

120

52

5

83

Series2Series1

From the above calculation majority preferred amul dahi’s price is reasonable and 52 of them preferred as high

form_which_local_dairy_you_purchasing?

jain dairy mahalaxmi dairy local dairy0

5

10

15

20

25

30

35

40

45

8

1

32

Series2Series1

From the calculation 32 of respondents preferred local diary ,8 selected jain diary for their purchasing outlet

what_purpose_to_buying_dahi?

buttermilk shrikhand raiyata other specify0

5

10

15

20

25

10

1

8

18

Series2Series1

From the above calculation most of the preferred for their own consumption purposes.

from_which_of_the_follwing_dahi_you_consumer_in_past?

amul local dairy home made0

2

4

6

8

10

12

14

16

18

20

10

1314

Series2Series1

From the above calculation most of the respondent are consuming homemade 14% local dairy consumption it 13% and amul dairy dahi consumption 10%

why_are_you_using_loose_dahi?

easy of available price-cheaper than amul dahi quility better than amul dahi0

2

4

6

8

10

12

14

16

18

1

13 13

Series2Series1

From the above calculation most of respondent found that quality loose dahi is better than is13%,price cheaper than amul dahi 13% and easy of availablility is 1%.

At_what_price_do_you_buy_the_loose_dahi?

5 Rs appro

x quan

tity

10 Rs appro

x quan

tity

15 Rs appro

x quintity

20 Rs more

appro

x quan

tity0

5

10

15

20

25

3

16

46

Series2Series1

From above the calculation most of respodentof loose dahi preferred to by for rs 10 approx which is 16% in the rs 20 category .which is 6% percent in the rs 15 category 4% ,and rs 5 which is 3 %

Since how long are you using loose dahi?

1 year 2 year since year0

5

10

15

20

25

30

1

6

20

Series2Series1

From above the calculation respondent are using loose dahi since year which is 20%,sicne 2 year in 6%and since 1 year in 1%.

why_are_you_using_homemade_dahi?

due to the percep-tion that home-

made dahi is good compere to marke

tdahi

home made dahi is cheaper than other

dahi available in market

earlier using amul dahi but started making at home

earlier using other dahi but started making at home

0

20

40

60

80

100

120

140

95 90

2412

Series2Series1

From the above calculation most of respondent perception that homemade dahi is good compare to market dahi is 95% percent homemade dahi is cheaper is 90%,earlier using amul dahi 24%and earlier using other dahi is 12%

which_milk_are_you_using_for_making_homemade_dahi?

amul uttam gaytri loose gamdi wala other0

50

100

150

200

250

Series2Series1

From the above calculation most of the respondent a using amul milk for making homemade dahi which is 40%,uttam milk 9%,gaytri 1%,loose 3%,gamdi wala 1% and other 3%

At_what_frequency_are_you_making_dahi_at_home?

daily altenate day once in week twice in week0

20

40

60

80

100

120

140

160

115

97

7 2

Series2Series1

From the above calculation most of respondent are make home dahi daily which is 115%,alternate day 97,once 7%and 2%

Since_how_long_are_you_using_homemade_dahi?

1 year 2 year since year0

50

100

150

200

250

300

6 18

197

Series2Series1

From above the calculation most of the responden are using home made dahi since yearwhich is 197,2 year 18 and 1 year 6%

From_which_of_the_following_dahi_you_consume_in_past?

amul local dairy home made0

20

40

60

80

100

120

140

160

4655

120

Series2Series1

From above the calculation most of the respondent are using homemade dahi which is 30which is local dahi 13%,which is amul dahi 11 %.

FINDING

• I found in my survey data that 53% percent respondent are using homemade dahi ,6 percent respondent are using loose dahi,6% percent respondent are using lite dahi and 28% percent are amul masti dahi.

• I found my survey data that why using loose dahi in 13% are price and quality better than amul dahi and 1%easy available.

• I found my survey data that which milk using homemade dahi in 40% are amul,9% uttam,gaytri 1% ,loose 3%,gamdi 1%and other 3 %.

• Most of the respondents a home made dahi user• Most of the respondents buying a product base on the test

Suggestions• Improve services to capture the sales of AMUL DAHI. Services like :

Delivery Time, Supply chain.• Local Advertisements to attract Delhi customers like: Radio,

Newspaper, Banners etc.• Availability is a problem so, Amul should try to maintain proper

Supply Chain.• Expiry Replacement Facility must be provided. • Pricing of Amul Dahi should be competitive i.e. “More for same”.

Limitation

• Not getting correct answer regarding consumption of Dahi of other Brand.

• Dahi price set by unorganized vender was very low.• Non-cooperative approach and rude behavior of the

respondents.• Not interested in filling questionnaire due to

improper delivery of other products.

Conclusion

• Amul is a very big organization and market leader in dairy products.

• It has maximum market share in Milk, Butter and Cheese, which are its core products but curd industry is also a profitable industry and the company cannot ignore it.

• With the help of research, company can find out its week points in curd and can increase its market share through rectifying mistakes.

THANK YOU