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2. Evaluation Report Summer Internship 2012-2013 Basic Information Name of The student: Sudarshan Suresh Amabavle Academic Year And Roll No: 2012-2014 03 Name of the company : Amul Gujarat CO-operative Milk Marketing Federation Ltd Name of the Designation Of the Training Supervisor :Vishal Dsouza, Sanjay Patil Area of training :Nalasopara Special Project, if any: Market Research Score card Please rate The Following Attributes On A scale Of 01-05. (01=Average ,02=good,03=Very Good ,04=excellent and 05=outstanding Sr. No. Attributes score 1 Attendance 2 Punctuality 3 Attitude 4 Performance 5 Imitative 6 Interpersonal skill 7 Diligence Level 8 Subject Knowledge 9 Personal Grooming 10 Communication skill Total Score(out of 50) Special Remarks /Appreciation ,if any,:------------------------------------------------------------------------------- ----------------------------------------------------------------Name &signature of Training Supervisor Official Seal The Com Date : place: 3. Evaluation of Dissertation 1. Name of the candidate : Sudarshan Suresh Amabavle 2. Seat Number : 03 3. Name/Code Of Subject : 4. Title of dissertation : 5. Evaluation : Sr.No. Parameters Maximum Marks Marks Awarded 1 Introduction 05 2 Literature Review and Problem Definition 05 3 Process Description 10 4 Project Profile 10 5 Findings & Conclusion 15 6 Learning Experience 05 Total 50 6. Name & Address of Evaluation: 7. Signature Of Evaluator with date : 8. Signature of the Head Of the Institution with seal: 4. Declaration This Is Certify the Summer project titled --MARKETRESEARCH,ANDANALYSISOF AMULFRESH PRODUCT atGujaratCo-operativeMilkMarketingFederationLtd.,KalaGhoda,MumbaI is original work and being submitted in partial fulfillment for the award the degree ,Master Of Management studies of the University of Mumbai .This Summer Project Report Has been Submitted Earlier Either To this university, or to any Affiliated college of this university , or ,to any other university /institution for the fulfillment of the requirement of MMS Course i Date:---------------------- ------------------------------- (signature of student) Place:--------------------- --------------------------------- (name of the student ) 5. Acknowledgement . I am grateful to respected Mr. Prakash Aute ( Incharge- Amul Fresh Division)Sanjay Patil (jr.Sales Executive) of Mumbai and vishal dsouza (Exucative sales) in fresh product department . I am highly thankful to the Management committee for helping me in my project work by providing me all the information needed and guided me in making the report, directing and helping me which made the process very easy and educational. I would also like to thank all those people who have knowingly and unknowingly helped me in my report making. This is to acknowledge to something about those people who have cooperated me to reach at the edge of my training work. I wish to place a close profound indeptness and deep sense of gratitude to Director Dr.Harish kumar Purohit sir (Project Guide),Ms.piyushi sharma(Placement Advisor), prof . Manmeet Barve (Faculty) and prof. Lalit Patil all professors for providing and guiding me to get training in AMUL industry Date:---------------------- ------------------------------- (signature of student) Place:--------------------- --------------------------------- (name of the student 6. 6 Table of content NO. topic sign No. Topic 1 Executive summary 2. Introduction & History 3. Organization Profile 4. Objective 5. Plant 6. Capacity, Turnover 7. (Diary) Product 8. Advertising 9. Branding 10. SWOT Analysis 11. Marketing Strategies 12. Literature Review 13. Objective 14. Research Problem 15. Research Observation 16. Observation 17. Data Interpretation 18. Market Survey 19. Process Description, Distribution Channel 20. Finding Conclusion 21. Suggestion 22. Limitation 23. Reference 24. Appendix EXECUTIVE SUMMARY Need of study 7. 7 Amul Milk, brand of the Gujarat Co operative Milk Marketing Federation Limited (GC MMF).Amul milk is the significant player in Mumbai in milk segment.The project basic objectives are to estimate demand of Amul milk or Newly introduce of AMUL DAHI ,AMUL LASSE and promoting Amul milk , AMUL DAHI ,AMUL LASSE in NAllsopara at the same time. In todays competitive world while entering in the market it is very necessary to have good knowledge of the potential of a particular market. The information regarding the activities of competitors existing in the market so that we can plan our each activity according to that. Also it is necessary to retain the existing customers apart from attracting the new customers. The Project is concern with to determine the penetration level of Amul dairy milk or AMUL DAHI ,AMUL LASSE in Nallasopara city. The project included as part of MMS Program me and the project is done during the month of May and June.The project was aimed to find out various strategies that can be implemented to increase the Sale of milk and Amul AMUL DAHI ,AMUL LASSE in Region of NAllsopara ,vasai ,virar.These strategies were suggested after a research on the milk industry or AMUL DAHI ,AMUL LASSE in Nallsopara There was questionnaire prepared for retailers. The sample size was decided on 150 retailers by dividing group members to study the various areas in Nallsopara We encountered a little problem in collecting data as the retailers were reluctant in providing any kind of information on their relationship with the distributor/company. Also to ensure that the information was accurate, the retailer had to be cross questioned on many occasions. Basic analysis was done through pie charts and bar diagram to reveal the real picture in the market in terms of percentage so that strategies could be thought upon the concrete data that had been collected. These strategies were to be sought to be of benefit to the company. Title: MARKET RESEARCH & ANALYSIS OF FRESH PRODCUT OF AMUL. INTRODUCTION OF COMPANY: Gujarat Co-operative Milk Marketing Federation (GCMMF), Anand, Gujarat. The Amul Meaning AMUL means priceless in Sanskrit . A quality control expert in Anand suggested the brand name AMUL from the Sanskrit word Amoolya variants, all meaning priceless are found in several Indian languages. Amul products have been used in millions of home since 1946 . Today Amul is a symbol of many things . of high quality products sold at reasonable prices . F triumph of indigenous technology . Of the marketing savvy of a farmers organization . And proven model for dairy development 8. 8 MOTTO: The main motto of AMUL is to help farmers. Farmers were the foundation stone of AMUL. The system works only for farmers and for consumers, not for profit. The main of AMUL is to provide quality products to the consumers at minimum cost. The goal of AMUL is to provide maximum profit in terms of money to the farmers. VISION: Vision of AMUL is to provide and vanish the problems of farmers (milk producers). The AMUL apparition was to run the organization with co-operative of four main parties, the farmers, the representatives, the marketers, and the consumers. SUMMER PROJECT PROBLEM: A. To increase the market share of Amul MILk Butter Milk or Amul Dahi or lassee in newly introduce Nallasopara ,vasai ,virar (Low Sale Of of amul Dahi Or Lassee) B. To study the existing market of Amul Milk or butter milk in various areas Like Nallasopara ,vasai ,virar C. To study the position of Amul milk or Diary product in certain established market. D. To estimate the market potential for Amul MILK Dahi or lassee in enexplored market. E. To identify the problem in various areas. F. To develop the strategies & provide suggestions to increase the sales of Amul MILk Butter Milk or Amul Dahi or lassee .OBJECTIVE i. ThePrimaryobjective: 1 .of study was to find size of retail network of Amul milk and Amul Dahi , lassi and butter milk in specific areas of Nallasopara city. 2. In the study my int ention was go through the retail network ofAmul dairy milk to know retailers view about supply chain of Amul dairy milk, to know the complaints of Amul dairy milk and to find the suggestions from retailers for more penetration of Amul dairy milk in Nallasopara region. ii. TheSecondaryobjective: was to find customer response towards Amul milk. My aim was to go through the retailer to know the interest of purchasing & using Amul milk. Basically the study was for the demand of Amul 9. 9 pouch milk or Dahi ,lassi or butter Milk among the customers through the retailer. And also to know the complaints on Amul milk. RESEARCH METHDOLOGY: Research type was descriptive. The research was done through retailers. I have collected the primary data through questionnaire which was filled by retailers, customers. Questions were both openand close ended. The secondary data was collected from various website from internet.Sampling done is non probability sampling. The type of sampling method was Judgment sampling. Findings: The finding was done in Nallsopara (W) OR (E )whole area , there are around more players in of liquid milk exist. Those are like Gokul, Amul,Warana, Mother dairy, Manali, Simla, mahananda, Chitnya and many other local brands.As per the findings mother diary he was 2nd number of market share some times he is the Market leader and having more market share. Asbut Now Amul Have Market Leadership OF Amul MILK Awareness of Amul dairy milk among the retailers as well as consumers is average but acceptance is low. The sale is totally depends on the retailers. so Amul Dahi OR LAssee Are NOT Popular so most of people are consuming loose product. or other people buy mother diarys product. DataAnalysis: The data analysis has done area wise. It gives idea about the competitors of Amul dairy milk.It gives information regarding their market share. INTRODUCTION AND HISTORY 10. 10 In the year 1946 the first milk union was established. This union was started with 250 liters 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 form the Sanskrit word AMULYA which means PRICELESS. 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, Amulspray, Amul Cheese, Amul Chocolates, Amul Shrikhand, Amul Ice cream, Nutramul, Amul Milk and Amulya have made Amul a leading food brand in India. (The total sale is Rs. 6 billion in 2005). Today Amul is a symbol of many things like of the high-quality products sold at reasonable prices, of the genesis of a vast co-operative network, of the triumph of indigenous technology, of the marketing savvy of a farmers' organization. And have a proven model for dairy development (Generally known as ANAND PATTERN). In the early 40s, the main sources of earning for the farmers of Kaira district were farming and selling of milk. That time there was high demand for milk in Bombay. The main supplier of the milk was Polson dairy limited, which was a privately owned company and held monopoly over the supply of milk at Bombay from the Kaira district. This system leads to exploitation of poor and illiterates farmers by the private traders. The traders used to beside the prices of milk and the farmers were forced to accept it without uttering a single word. 11. 11 However, when the exploitation became intolerable, the farmers were frustrated. They collectively appealed to Sardar Vallabhbhai Patel, who was a leading activist in the freedom movement. Sardar Patel advised the farmers to sell the milk on their own by establishing a co-operative union, Instead of supplying milk to private traders. Sardar Patel sent the farmers to Shri Morarji Desai in order to gain his co-operation and help. Shri Desai held a meeting at Samarkha village near Anand, on 4th January 1946. He advised the farmers to form a society for collection of the milk.These village societies would collect the milk themselves and would decide the prices at which they can sell the milk. The district union was also form to collect the milk from such village co-operative societies and to sell them. It was also resolved that the Government should be asked to buy milk from the union. However, the govt. did not seem to help farmers by any means. It gave the negative response by turning down the demand for the milk. To respond to this action of govt., the farmers of Kaira district went on a milk strike. For 15 whole days not a single drop of milk was sold to the traders. As a result the Bombay milk scheme was severely affected. The milk commissioner of Bombay then visited Anand to assess the situation. Having seemed the condition, he decided to fulfill the farmers demand. Thus their cooperative unions were forced at the village and district level to collect and sell milk on a cooperative basis, without the intervention of Government. Mr. Verghese Kurien showed main interest in establishing union who was supported by Shri Tribhuvandas Patel who lead the farmers in forming the Co-operative unions at the village level. The Kaira district milk producers union was thus established in ANAND and was registered formally on 14th December 1946. Since farmers sold all the milk in Anand through a co-operative union, it was commonly resolved to sell the milk under the brand name AMUL. 12. 12 At the initial stage only 250 liters of milk was collected everyday. But with the growing awareness of the benefits of the cooperativeness, the collection of milk increased. Today Amul collect 11 lakhs liters of milk everyday. Since milk was a perishable commodity it becomes difficult to preserve milk flora longer period. Besides when the milk was to be collected from the far places, there was a fear of spoiling of milk. To overcome this problem the union thought out to develop the chilling unit at various junctions, which would collect the milk and could chill it, so as to preserve it for a longer period. Thus, today Amul has more than 150 chilling centers in various villages. Milk is collected from almost 1073 societies. With the financial help from UNICEF, assistance from the govt. of New Zealand under the Colombo plan, of Rs. 50 millions for factory to manufacture milk powder and butter was planned. Dr.Rajendra Prasad, the president of India laid the foundation on November 15, 1954. Shri Pandit Jawaharlal Nehru, the prime minister of India declared it open at Amul dairy on November 20, 1955. AMUL'S SECRET OF SUCCESS The system succeeded mainly because it provides an assured market at remunerative prices for producers' milk besides acting as a channel to market the production enhancement package. Whatsmore, it does not disturb the agro-system of the farmers. It also enables the consumer an access to high 13. 13 quality milk and milk products. Contrary to the traditional system, when the profit of the business wascornered by the middlemen, the system ensured that the profit goes to the participants for their socio-economic upliftment and common good.Looking back on the path traversed by Amul, the following features make it a pattern and model for emulation elsewhere.Amul has been able to: I. Produce an appropriate blend of the policy makers farmers board of management and the professionals: each group appreciating its rotes and limitations. II. Bring at the command of the rural milk producers the best of the technology and harness itsfruit for betterment. III. Provide a support system to the milk producers without disturbing their agro- economicsystems. IV. Plough back the profits, by prudent use of men, material and machines, in the rural sector for the common good and betterment of the member producers. V. Even though, growing with time and on scale, it has remained with the smallest producer members. In that sense, Amul is an example par excellence, of an intervention for rural change.The Union looks after policy formulation, processing and marketing of milk, provision of technicalinputs to enhance milk yield of animals, the artificial insemination service, veterinary care, better feedsand the like - all through the village societies. Basically the union and cooperation of people broughtAmul into fame i.e. AMUL (ANAND MILK UNION LIMITED), a name which suggest THE TASTEOF INDIA Gujarat Cooperative Milk Marketing Federation (GCMMF) .OBJECTIVE India's largest food productsmarketing organization. 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. Gujarat Cooperative Milk Marketing Federation Ltd (GCMMF) is the largest Organization inFMCG industry engaged in marketing of milk & milk products under the brand names of AMUL 14. 14 andSAGAR with an annual turnover exceeding Rs 5000 crores.GCMMF is a unique organization. It's a body created by Farmers, managed by competent professionals serving a very competitive and challenging consumer market. It is a true testimony of synergistic national development through the practice of modern management methods. Vision: GCMMF will be an outstanding marketing organization, with specialization in marketing of food and dairy products both fresh and long life with customer focus and IT integrated. The network would consist of over 100 offices, 7500 stockiest covering at least every Taluka. Head quarter servicing nearly 10 lakhs outlets with a turnover of Rs.10, 000 Cr and serving several co-operatives.GCMMF shall also create markets for its products in neighboring countries. Mission: We at GCMMF endeavor to satisfy the taste and nutritional requirements of the customer of the world through excellence in the marketing by our committed team. Thr ough co-operativenetworking, we are committed to offering quality product that provides best value for money. PLANT First plant is at ANAND, which engaged in the manufacturing of milk, butter, ghee, milk powder, flavored milk and buttermilk. 15. 15 Second plant is at MOGAR, which engaged in manufacturing chocolate, nutramul, Amul Ganthia and Amul lite. Third plant is at Kanjari, which produces cattelfeed 16. 16 Fourth plant is at Khatraj, which engaged in producing cheese. Today, twelve dairies are producing different products under the brand name Amul. Today Amul dairy is no. 1 dairy in Asia and no. 2 in the world, which is matter of proud for Gujarat and whole India The Organisation An Overview Number of Producer Members 6,76,349 Number of Village Dairy Cooperative Societies 1195 Total Milk Handling Capacity 4.5 Million liters per day 17. 17 Milk Collection (Daily Average) 1.7 Million liters Milk Drying Capacity 100 Mts per day Whey Drying Capacity 60 Mts per day Cattle Feed Manufacturing Capacity 1200 Mts per day Note: There are, in all, 17 District Co-operative Milk Producers Unions federated to Gujarat Co- operative Milk Marketing Federation Limited, Anand which markets milk and milk products under the brand of Amul & Sagar. Sales Turnover Rs (Million) US $ (in million) 2003-04 5460 116 2004-05 6000 138 2005-06 7090 160 2006-07 8220 202 2007-08 10770 272 2008-09 13780 310 2009-10 16950 360 2010-11 21110 469 2011-12 24660 528 2012-13 28500 527 AMUL FRESH PRODUCTS 18. 18 AMUL means "priceless" in Sanskrit. The brand name "Amul," from the Sanskrit "Amoolya," was suggested by a quality control expert in Anand. Variants, all meaning "priceless", are found in several Indian languages. Amul products have been in use in millions of homes since 1946. Amul Butter, Amul Milk Powder, Amul lassi,AmulDahi, Butter Milk, Amul Ghee, Amulspray, Amul Cheese, Amul Chocolates, Amul Shrikhand, Amul Ice cream, Nutramul, Amul Milk and Amulya have made Amul a leading food brand in India. (Turnover: Rs. 11668 Crores (US $2.5 Billion). Today Amul is a symbol of many things of high-quality products sold at reasonable prices of the genesis of a vast co-operative network of the triumph of indigenous technology of the marketing savvy of a farmers' organization. Amul represents a proven model for dairy development. PRODUCT I. Masti Dahi Cup OR Pouch AMUL MASTI DAHI is made from Pasteurized Toned Milk. Amul mast dahi composes of essential nutrients such as fat 3.5% and SNF 8.5%. This product is available in packaged form. It is produced in a modern processing plant which helps to give a smooth, mild acetic acidic taste and pleasant flavour consistently. 19. 19 II. Amul Gold Milk Amul Gold is Long Life standardised milk. It is fresh and only fresh milk, which has been processed with a technology called UHT (Ultra High Temperature), hence also known as UHT milk. Notwithstanding popular misconception, UHT technology does not involve any use of preservatives. The UHT treatment ensures zero microbial activation, while preserving the maximum flavour, taste, and nutritional value. The aseptic packaging system protects the product from air and light and guarantees a long shelf life of 180 days without refrigeration. Amul Gold contains 4.5% fat and 8.5% SNF minimum and is ideal for making sweet dishes (like kheer, payasam etc.) and for setting curds. It is also ideal for drinking straight from the pack for kids and adolescents who simply love its creamy taste sans the inconvenient cream layer! Amul Gold comes in convenient 1 liter and 500ml packs. III. Amul Taaza Double Toned Milk Amul Taaza is Long Life double toned milk. It is fresh and only fresh milk, which has been processed with a technology called UHT (Ultra High Temperature), hence also known as UHT milk. Notwithstanding popular misconception, UHT technology does not involve any use of preservatives. The UHT treatment ensures zero microbial activation, while preserving the maximum flavour, taste, and nutritional value. The aseptic packaging system protects the product from air and light and guarantees a long shelf life of 180 days without refrigeration. 20. 20 Amul Taaza contains 1.5% fat and 9% SNF minimum and is ideal for tea and coffee whitening and for setting curds. It is also just right for drinking straight from the pack for those who would like to enjoy the taste the goodness of natural while avoiding the hazards of too much fat! Amul Taaza comes in convenient 1 liter, 500ml and 200ml packs. IV. Amul Lite Slim and Trim MilkAmul Lite is Long Life skimmed milk. It is fresh and only fresh milk, which has been processed with a technology called UHT (Ultra High Temperature), hence also known as UHT milk. Notwithstanding popular misconception, UHT technology does not involve any use of preservatives. The UHT treatment ensures zero microbial activation, while preserving the maximum flavour, taste, and nutritional value. The aseptic packaging system protects the product from air and light and guarantees a long shelf life of 180 days without refrigeration. Amul Lite Milk is a unique offering to health conscious milk lovers. With virtually zero fat content, nil cholesterol and 8.7% SNF minimum, it gives you all the proteins, vitamins and minerals of 21. 21 natural milk without your having to imbibe unnecessary flab in the deal! Amul Lite Milk comes in convenient 1 liter, 500ml and 200ml packs. V. Amul buttermilk Product with 1% Fat and 5.5% SNF. Available in 500ml pouch pack. It is produced in very hygienic and clean atmosphere. Scientific bacterial culture in Amul Buttermilk improves digestion. It is conventionally packed in pouches and easily available at Amul Milk outlets spread all over major cities of India. Buttermilk is traditionally known as "Chhash" (Gujarat & MP), "Mattha" (UP & Delhi), "Tak" (Maharastra), "Ghol" (Bengal) Use of Buttermilk: Take a glass full in early morning in place of Tea, Amul Buttermilk will improve the digestive function. Replace your soup with Amul Buttermilk, it will give you dieting benefits. Take a glass of Amul Buttermilk after lunch / dinner for better digestion. Just give Tadka to Amul Buttermilk and use it as your Dal. Add some coriander cumin and salt to Amul Buttermilk and your guest offering is ready. You can prepare Besan Kadhi from Amul buttermilk. 22. 22 VI. Amul Lassee Product Name Amul Lassee Description Packing 200 ml Glass Product Specifications Composition Toned Milk, Sugar / Salt, Fruit Pulp Compound, Stabilizer , Active Probiotic Culture Nutritional Information 60 kcal/100 ml Shelf Life Best Before 10 days from Packaging Storage condition Keep Under Refrigeration below 8 C Product Features Tasty, Healthy and refreshing treat for all age people. Contains live probiotic bacteria which helps digestion and improve immunity. Made with special culture to give a smooth, mild acidic taste. It is made from natural ingredients. Available in four flavours namely Rose, Jeera (Cumin), Mango, Pineapple As a healthy drink Available in (Segments/Markets) Available in Gujarat and Maharashtra OTHER PRODUCT OF AMUL 23. 23 24. 24 Process description Distribution Channels:. A) Distributors: The packaged milk is distributed via the distributor network throughout the city. Milk Producer Village diary corporation District Union State marketing federation CONSUMER 25. 25 The following is internal organization chart of Amul. Daily distribution process COMPANY DEALER FRANCHISEE WHLESALER RETAILER SHOPKEEPER CONSUME 26. 26 ADVERTISING Its advertising has also started using tongue-in-cheek sketches starring the Amul baby commenting jovially on the latest news or current events. This formed a large chunk of the collective memory of us Indians. We grew with them as the ads grew with us. They are quirky, poke fun at no one in particular and are pure eye-candy! We almost admire the speed with which the ad-people come up with copy and illustration for the ads, that change every few days!! From the Sixties to the Nineties, the Amul ads have come a long way. While most people agree that the Amul ads were at their peak in the Eighties they still maintain that the Amul ads continue to tease a laughter out of them The Amul ads are one of the longest running ads based on a theme, now vying for the Guinness records for being the longest running ad campaign ever. Like some some print advertise 27. 27 Where does Amul's magic actually lie? Many believe that the charm lies in the catchy lines. That we laugh because the humour is what anybody would enjoy. They don't pander to your nationality or certain sentiments. It is pure and simple, everyday fun. BRANDING The first products with the Amul brand name were launched in 1955. Since then, they have been in use in millions of homes in all parts of India, and beyond. There is something more, though, that makes the Amul brand special and that something is the reason for the commitment to quality and value for money. Amul is the brand name of 2 million farmers, members of 10,000 village dairy cooperative societies throughout Gujarat. This is the heart of Amul, it is what gives strength to Amul, and it is what is so special about the Amul saga. The Amul Pattern has established itself as a uniquely appropriate model for rural development. Amul has made India one of the largest milk producers in the world. Amul, therefore, is a brand with a difference. That difference manifests itself in a larger than life purpose. The purpose freedom to farmers by giving total control over procurement, production and marketing. Our commitment to the producer and our contract with the consumer is the reasons we are confident that cooperative brands, like Amul, will have an even bigger role to play in the next fifty years. 28. 28 SWOT ANALYSIS Strength I. Largest food brand in India II. High Quality, Low Price III. World's Largest Pouched Milk Brand IV. Annual turnover of Rs. 9700 crore V. Highly Diverse Product Mix VI. Robust Distribution Network VII. Enhanced Milk Production capacity VIII. Vast resources IX. Advanced Technical Equipment manpower capacity X. Increasing purchase power Weakness I. Risks of highly complex supply chain system II. Strong dependency on weak infrastructure III. Alliance with 3rd parties who do not belong to the organized sector 29. 29 IV. Indian Roads specially for logistics facility V. Perish ability of products VI. Erratic power supply VII. Lack of proper Infrastructure; warehousing, Trained manpower Opportunity I. Increase the Penetration in international markets II. Diversify product portfolio to enter new product categories and expand existing categories like processed foods, chocolates etc III. innovations in product development, packaging and presentation IV. IT support V. Presence only in Vegetation Food Market, can launch range of non-veg items Threats I. Milk vendors, the un-organized sector II. Threat of Competitors III. Still competition from MNCs in butter IV. Growing price of milk and milk products V. Ban on export of milk powder VI. Milk adulteration 30. 30 VII. Low profit margin to Retailer, risk of switching brand MARKETING STRATEGIES 4 MAIN STRATEGIES What goes into the contract that is a brand name? First is quality. No brand survives long if its quality does not equal or exceed what the buyer expects. There simply can be no compromise. Thats the essence of the contract. In the case of a food product, this means that the brand must always represent the highest hygienic, bacteriological and organoleptic standards. It must taste good, and it must be good. Second, the contract requires value for money. If our customer buys an Amul product, she gets what she pays for, and more. We have always taken pride in the fact that while we earn a good income for our owners the dairy farmers of Gujarat we dont do it at the cost of exploiting the consumer. Even when adverse conditions have reduced supplies of products like butter, we have resisted the common practice of raising prices, charging what the market would bear. Rather, we have kept prices fair and done our best to ensure that retailers do not gain at the consumers expense. The third element of the contract is availability. A brand should be available when and where the customer wants it. There is no benefit achieved in creating a positive brand image, and then being unable to supply the customer who wants to buy it. In our case, over the years we have built what is probably the nations finest distribution network. We reach hundreds of cities and towns through a cold chain that not only ensures that our products are available, but they reach the customer at the farthest end of the country with the same quality as you would find in Ahmedabad or Vadodara. The fourth part of the contract is service. We have a commitment to total quality. But, occasionally, we may make a mistake or, our customer may think weve made a mistake, and the customer, as they say, is always right. That is why, for Amul, every customer complaint must be heard not just listened 31. 31 to. And, every customer complaint must be rectified to the extent humanly possible.For close to fifty years now, Amul has honoured its contract with the consumer. The contract that is symbolised by the Amul brand means quality. It means value for money. It means availability. And it means service 32. 32 DIRECTMARKETING Amul"UtterlyDelicious"Parlours Amul has recently entered into direct retailing through "Amul Utterly Delicious" parlours created in major cities Ahmedabad, Bangalore, Baroda, Delhi, Mumbai, Hyderabad and s u r a t . A m u l h a s p l a n s t o c r e a t e a l a r g e c h a i n o f s u c h o u t l e t s t o b e m a n a g e d b y f r a n c h i s e e s t h r o u g h o u t t h e c o u n t r y . T h e y h a v e c r e a t e d A m u l P a r l o r s a t s o m e prominent locations in the countr y, whi ch are run by t he compan y or its whol esal e dealers. 33. 33 LITERATURE REVIEW I. Research Objectives II. Research Design III. Research Duration IV. Sampling Design V. 5. Size of Sample VI. 6. Data Collection Method VII. 7. Data Analysis Method VIII. Area of Survey IX. Sample Unit OBJECTIVE iii. ThePrimaryobjective of study was to find size of retail network of Amul milk , and low sale of newly introduce of of Amul Dahi , lassi and butter milk in specific areas of Nallasopara city. In the study my intention was go through the retail network ofAmul dairy milk to know retailers view about supply chain of Amul dairy milk, to know the complaints of Amul dairy milk and to find the suggestions from retailers for more penetration of Amul dairy milk in Nallasopara region. iv. TheSecondaryobjective was to find customer response towards Amul milk. OF fresh Product of Amul My aim was to go through the retailer to know the interest of purchasing & using Amul milk. Basically the study was for the demand of Amul pouch milk or Dahi ,lassi or butter Milk among the customers through the retailer. And also to know the complaints on Amul milk. Research problem : A. To increase the market share of Amul Dahi or lassee in newly introduce Nallasopara ,vasai ,virar (Low Sale of Newly Introduce of amul Dahi Or Lassee) B. To study the existing market of Amul Milk or butter milk in various areas Like Nallasopara ,vasai ,virar C. To study the position of Amul milk or Diary Product in certain established market. D. To estimate the market potential for Amul MILK Dahi or lassee in enexplored market. 34. 34 E. To identify the problem in various areas. F. To develop the strategies & provide suggestions to increase the sales of Replacement: G. Few retailers are facing replacement problem, form (the dealers) where they purchase. They have a complaint that the dealer shows very rude behavior with them and never listen to their queries. H. Low Margin: I. Retailers are complaining about the profit margin offered to them onAmulFresh Product . They are demanding for more profit margins because the other competitor brands are offering double and even more than double profit margins. I. RESEARCH DESIGN II. Exploratory Formularative research Research Design III. Descriptive IV. SourcesofLassii & Dahi V. Level of penetration of Loose Lassi & Dahi retailers VI. Marketing and distribution strategies of organised players VII. Consumption behaviour of consumers of Lassi.& Dahi Or MIlk VIII. Factors that affect purchasing decision of consumers. IX. Factors of existing Lassi & Dahi with which customers are unsatisfied X. Preference of consumers for pouch LassiOr Dahi in respect to Loose Lassi OR Dahi RESEARCH DURATIONs APPROXIMATELY 8 WEEKS Start 1st May2013 to 30Th June 2013 XI. SAMPLING DESIGN CONVENIENCE BASIS Target Population: 35. 35 General consumers of Nallasopara, general retailers, shops keeping any form of soft drink and Loose Lassi Or Dahi retailers Primary sources Theprimarydatawascollectedthroughquestionnaires.Questionnairewaspreparedverycarefullysothatitmayprove tobeeffectiveincollectingtherightinformation. POPULATION AlltypesofoutletsthatstockandsellAmullassee &AmulDahi,Ormilkproductsinthemarkets.Theoutletshave beenclassifiedintoasfollowsConveniencestores:AllkindsofshopsincludingbakeriesEateries:allkindsofeating jointsGroceries:allshopssellinggroceries PLACES OF STUDY For Retailer survey ThestudywasconductedintheretailoutletsinandaroundNAllsoparainthefollowingareasi. XII. NallasopaRA(w)STATIONROAD XIII. BUSDEPOROAD XIV. PATANAKARPARK XV. SHREEPRSTHA XVI. SOPARAGOAN XVII. SAMELPADA XVIII. ACHOLERAOD XIX. NAGINDA XX. MOREGOAN XXI. CENTRALPARK XXII. OSWAKNAGRI XXIII. TILINJROAD OROTHER. Sampling Technique: Clustersampling:: Nallasoparawasdividedinto20clustersandfrom each cluster a set of consumers, Loose Lassi retailers and general retailers were surveyed. The basis for consumer and retailers sampling waslocality. Sampling done is non probability sampling. The type of sampling method was Judgment sampling. 36. 36 XXIV. SIZE OF SAMPLE 150 RETAIL SHOPS ResearchMethodology: Research type was descriptive. The research was done through retailers. I have collected the primary data through questionnaire which was filled by retailers, customers. Questions were both openand close ended. The secondary data was collected from various website from internet. DATA COLLECTION METHOD 1. PRIMARY DATA Direct Interview through Questionnaire 2. SECONDARY DATA Websites I. DATA ANALYSIS METHOD GRAPHICAL METHOD II. AREA OF SURVEY NALLASOPARA III. SAMPLING UNIT RETAIL SHOPS 150 37. 37 1.Why do you not sell Newly introduce Amul Lassee or Dahi ? Response No. of Respondents Percentage A)disrtibuter will not approch u 6 14% B)Customer do not buy this product 11 24% c)you feel that this product will not sale 9 18% D)you do not get Reguler supply/service 6 16% E)other resaon 12 28% Total 44 100% INFERENCE: Accordingtothesurveymostoftheretailersi.e.25%,customersdonotbuythisproductThats why they do not sell Amul Lassee OR Dahi 20%retailersfeelthatthisproductwillnotsell, 7% 12% 10% 7% 14% 50% No. of respondent A)disrtibuter will not approch u B)Customer do not buy this product c)you feel that this product will not sale D)you do not get Reguler supply/service E)other resaon total 38. 38 while14%retailerssaysthattheydonotgetregularsupply/service14% retailerssaysthatdistributorhadtillnotapproachthemaboutthisproductand27%retailersdonotsellAmul lasseebecauseofotherreasons. ObservationForLowsaleofAmuldahiprlassee Storesattimesfailtopre-emptsalesfortimeslikeschool re-opening leadingtoshortageofstockandlossofsalesof upto3-4days. Product Placement Motive: Make sure new launches like Amul Pro-Life lassee, dahi and Flaavyo flavoured yoghurt were placed 39. 39 25Ml pouch chtnya milk Observation competitor acitivity 40. 40 DATA ANALYSIS & INTERPRETATION OF TRADE RESPONSE 1. Do you keep Amuls products? Yes 92.00% No 8.00% 92% 8% Chart Title Do You Keep Amul Product yes no 41. 41 Out of 150 retailers, 92% (141) retailers keep Amuls products and only 8% (9) retailers do not keep Amuls products. 2. Do you Keep Amul Taza MILk? Yes 80.67% No 19.33% Out of 150 retailers, 80.67% (121) retailers know about and 19.33% (29) retailers do not keep the product. Amul taza milk So the G.C.M.M.F. needs to go for aggressive marketing strategies to get attention in the market. 3.Do you Keep Amul gold MILk? Yes 57% No 43% 81% 19% Do YOU Keep Amul Taza Milk Do you Keep Amul Taza MILk yes no do you keep Amul GOLD MILk yes NO 57% 43% Amul gold MILk 42. 42 Out of 150 retailers, 57% (101) retailers know about and 43% (49) retailers do not keep the product. Amul gold milk So the G.C.M.M.F. needs to go for aggressive marketing strategies to get attention in the market. 4.Do you Keep Amul Slim & trim Milk? Out of 150 retailers, 30% (45) retailers know about and 70% (105) retailers do not keep the product. Amul Slim & TRIM milk So the G.C.M.M.F. needs to go for aggressive marketing strategies to get attention in the market 5.Do you Keep Amul Butter Milk in Pouch Yes 75% No 25% Out of 150 retailers, 75% (125) retailers know about and 25% (28) retailers do not keep the 1 2 3 30% 70% Slim&Trim MIlk do you keep Amul Slim &Trim MILk yes no 75% 25% 1 2 3 Amul butter Milk Do you Keep Amul Butter Milk in Pouch yes no 43. 43 product. Amul Butter milk So the G.C.M.M.F. needs to go for aggressive marketing strategies to get attention in the market 6.. How do you come to know about Amul Dahi & lassee? By distributors 57.85% By customers 13.22% By other shopkeepers 14.05% Others 14.88% Mode of awareness to retailers 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. 7. Do you know about Newly introduce of Amul Dahi & lassee? Yes 55% No 45% 0 0.1 0.2 0.3 0.4 0.5 0.6 Series1 Series2 Series3 44. 44 Out of 150 retailers, 55% (95) retailers know about and 45% (55) retailers do not keep the product. Amul Dahi & lassee So the G.C.M.M.F. needs to go for aggressive marketing strategies to get attention in the market. 8. Which Brand is the most popular in your shop? (A) Amul 55% (B) mother diary 30% (C gokul 5% (d)MAnali 10% 55% 45% 55% 25% 5% 15% populer Brand in Shop amul mother diary gokul manali 45. 45 Out ofAll brand Amul is the most popular 55% and mango is the 2nd most popular mother diary in the NALLSOPARA city. So the G.C.M.M.F. needs to advertisement for the market share 9. How many dahi pouch or lassi cup do you sell in a month? 1 to 5 66.67% 6 to 10 19.30% More than 10 14.03% 57 retailers keep Dahi Cup & Lassee , out of them 66.67% (38) retailers can sale the bottles 1 to 5 in a day. 6 to 10 bottles can be sold by 11 retailers in a day 10. Did you keep Only Amul Product ? Yes 85% No 15% 1 TO5 67% 6 TO 10 19% MORE THAN 10 14% Chart Title 46. 46 11. Retailers view about why consumers do not buy newly introduce Amul Dahi &AMUl LAssee. Unawareness about the product. 29.97% Do not like taste. 6.61% Higher price. 52.07% Other reasons. 17.36% As per the retailers view, 52.07% (63) retailers say that due to higher price, 85% 15% Amul Product in market yes no unware about the product do not like teste higer price other resaon 29.97% 6.61% 52.075 17.36% Chart Title Series1 47. 47 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 advertisemen 12. Why do you not keep Amul Dahi & lassee? Dist. Not approached you 3.13% Customers don't buy 54.69% feel that this product will bot sale 6.25% dont get teguler supply 6.25 other reasons 29.36% Out of 64 retailers, 54.69% (35) retailers do not keep the product due to customer do not purchase this product. So the G.C.M.M.F. needs to advertise its product. 13. Do you think that the packaging of Amul milk or Amul Dahi & lassee is attractive? Yes 71.90% No 28.10% 3.13% 54.69% 6.25% 6.25% 29.36% Series1 Series2 Series3 48. 48 Is packaging of the product is attractive? Out of 121 retailers, 71.90% (87) retailers say that the packaging of the product is attractive. So the packaging of the is attractive. 14. Do you think that logo of Amul is required to increase the sale of Amul milk Amul Dahi & lassee? Yes 69.42% No 30.58% 0.00% 20.00% 40.00% 60.00% 80.00% 100.00% NO YES 1 2 3 69.42% 30.58% Chart Title no yes Do you think Amul Milk quality milk 49. 49 Out of 121 retailers, majority of the retailers 69.42% (84) retailers say yes and 30.58% (37) retailers say no. So the quality of Amul is required to increase the sale of the product. 15. What are your ideas about to increase the sale of Amul Milk or Newly introduce Amul Dahi & lassee? Price should be decreased 68.60% Change in the taste 9.09% Improvement in the system 19.01% Other ideas 3.30% Ideas to increase the sale 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 price shuld be decresed 69% change in the taste 9% improvement in the systerm 19% other ideas 3% Chart Title 50. 50 16. Why do people buy Amul milk? Reason of buying customer Beter quality 56.20% Good teste 23.14% Hobby 2.48% Other reason 18.18% 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. 17. Do you get sufficient stock of the product? Yes 92.98% No 7.02% resaon of buying customer Better quality Good taste Hobby Other reasons 56.20% 23.14% 2.48% 18.18% why people buy Amul Milk Series1 51. 51 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. 18. Which other brands do you keep Other than AMUL ? Amul 43.32% mother diary 29.36% gokul 18.35% Other brands 9.17% Out of 109 retailers, 43.12% (47) retailers keep Amul Dahi & Amul LAssee while 29.36% (32) retailers keep mother diary while 18.35% (20) retailers are keeping gokul Sufficient stock of product yes no 92.98% 7.02% stock Series1 Series2 0 0.05 0.1 0.15 0.2 0.25 0.3 0.35 0.4 0.45 Which Brand Do You Keep Other Than AMUL Amul mother Diary gokul other brand Series1 Series2 Series3 Series4 52. 52 19. Which is the most popular brand at your shop? Gokul 12.94% Mother Diary 23.28% Amul 45.67% Other brands 11.11% Out of 72 retailers, 41.67% (30) retailers say about Amul While the mother diary is the 2nd most popular brand. 20. How much profit do you get on Amul products? Amul Dahi 7.50% Amul Lasse 7.50% Amul Taza milk 50% Amul gold milk 15% Amul Slim trim Milk 5% Amul Butter Milk 15% gokul mother diary amul other brand 12.49% 23.29% 45.67% 11.11% Chart Title Series1 Series2 53. 53 Out of 39 retailers, taza 50% (18) retailers are getting profit more than Amul Dahi & Amul LAssee while both15%% Data Interpretation of Amul Milk OR Butter milk of Amul IV. Amul Milk Market Survey IN NAllasopara City I. Amul milk Every Retail Grocery store I Found. II. The Newly Opened Store they were Also keeping Amul Milk III. Amul Milk Sale IS high Rather Than Other Competitors IV. Amul Milk He was Market Leader.IN Nallsopara City V. Customer Are Also Satisfied Also Amul Milk 9% 8% 50% 15% 5% 15% Chart Title Amul Dahi Amul Lasse Amul Taza milk Amul gold milk Amul Slim trim Milk Amul Butter Milk 54. 54 Problem I. IS that Retail Earn Low profit as compare Comp tiers milk II. So Most of retail are diversify For amul Milk They Keeping Other Brand Amul milk Market Survey 0% 59% 15% 10% 8% 7% 1% Amul milk inNallsopara Area Brand Amul milk Mother Diary Manali Mahananda Simla Reliance 55. 55 FINDINGS&CONCLUSION I. During the survey, it was found that still there 19.33% retailers are unaware about the Amul Dahi & Amul LAssee. II. From the survey it was found that only 47.11% retailers keep Amul Dahi & Amul LAssee. Because customers do not buy the product according to the retailers. III. Amul Milk Are Market leader in Nallsopara City IV. The price of the product is very high as compare to its quantity of the product. V. Normal Amul Dahi & Amul LAssee is the most popular flavor in the Nallsopara city. VI. Generally people buy the product because of better quality and brand name VII. 74% people are aware about this product in Nallsopara city VIII. Advertisement should be given to increase the level of awareness and sale of the product. IX. From the awareness level, more than 77% people buy this product. X. From the consumers view, more than 47% people buy this product because of good taste. XI. TheAmul milk is the most popular brand and Amul Dahi & lassee is the 56. 56 2 nd most popular brand in the Nallsopara city I. The total retailers in the Nallsopara city for the product are 140 and the total cup sold in a year is 6, 97, 680. II. The total consumers in the city are 2, 83, 074 and after every 2 years, the consumer buys 5 cup 57. 57 Suggestion In order to maintain and increase the sales in the city of Nallsopara , the following recommendations regarding Amul Dahi & Amul Lassee; particularly regarding promotional policies is hereby suggested; I. Amul has a relatively good distribution network, but still company is not able to fulfill the demand of outlet in areas like its competitors has their company outlet. Here company should consider on the supply of product in the peak season. II. Supply should be regular to all the outlets including those that lie in the pocket roads and not just in the outlets which lie on the easily accessible routes. III. Provide reasonable Margin to retailers as compared to competitors, this motivates them to promote companys milk and milk products IV. .Improve delivery schedule to provide products on time for the retailers about who claimed that Amul milk is not available to them on time. V. The price of the product is so high. So the price should be decreased to increase the sale of the product. VI. Major Problem IS Amul Expiry Of the product Less than 2 days so Retailers Are not Keeping that product. VII. Amul Are Not Return Back of The Product. VIII. The G.C.M.M.F. should advertise for the product to increase the awareness level and sales of the product. IX. There is a great demand from retailers side that the company should offer greater profit margins. As the profit margin in Amul Diary Productis less as compared to the competitors brand, retailers are switch in giving their preference to the competitors brand that is offering maximum margins to them. X. The old manufacturing date on packs is creating the shifting of preference in consumers choice. The consumer wants fresh due to the old manufacturing date, the consumer opts for other brand XI. Relationship with retailers and company should be kept under a close watch XII. Salesmen should be given the responsibility to handle the retailersgrievances XIII. Orders by the retailers should be executed in a proper manner to avoid irregular availability 58. 58 LIMITATIONS I. Limited time available for interviewing the respondents. As a result of this it was not possible to gather full information about the respondents. II. 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. III. Non-cooperative approach and rude behavior of the respondents. IV. If the respondents answer does not falls between amongst the options given then it will turn up to be a biased answer 59. 59 REFERENCES 1.Principles of Marketing -- Philip Kotler & Gary Armstrong, 2000. 2. Marketing Management -- Philip Kotler, 2000. 3. Research Methodology - - C.R. Kothari 4. www.amul.com 5. www.indiandairy.com 6. www.nddb.com 7. www.wekipedia .com 8. www.google.com 60. 60 APPENDIX QUESTIONNAIRE FOR RETAILERS SHOP NAME: AREA :Nallasopara: ADDRESS: 1. Do you keep Amuls products? (A) Yes [ ] (B) No [ ] 2..Do you keep Amul TAza Milk ? Yes [ ] no [ ] 3.Do you Keep Amul Gold Milk? Yes [ ] no [ ] 4.Do you Keep Amul Slim & trim Milk? Yes [ ] no [ ] 5.Do you Keep Amul Butter Milk in Pouch Yes [ ] no [ ] 6. Do you know about Newly introduce of Amul Dahi & lassee? (A) Yes [ ] (B) No [ ] 7. How do you come to know about Newly introduce of Amul Dahi & lassee ? (A) By distributors [ ] (B) By customers [ ] (C) By other shopkeepers [ ] (D) Others [ ] 8. Which Brand is the most popular in your shop? (A) Amul [ ] (B) mother diary[ ] (C gokul [ ] (D) varna [ ] 6. How many dahi pouch or lassi cup do you sell in a month? (A) 1 to 5 [ ] (B) 6 to 10 [ ] (C) More than 10 [ ] 7. Did you keep Only Amul Product ? (A) Yes [ ] (B) No [ ] 8. Why do you not keep Amul Dahi & lassee? (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 Newly introduce Amul Dahi & lassee? 61. 61 (A) Unawareness about product. [ ] (B) Does not like taste. [ ] (C) Higher Price. [ ] (D) Other reasons. [ ] 10. Do you think that the packaging of Amul milk or Amul Dahi & lassee is attractive? (A) Yes [ ] (B) No [ ] 11. Do you think that logo of Amul is required to increase the sale of Amul milk Amul Dahi & lassee? (A) Yes [ ] (B) No [ ] (B) 12. What are your ideas about to increase the sale of Amul Milk or Newly introduce Amul Dahi & lassee? (A) Price should be decreased. [ ] (B) Change in the taste. [ ] (C) Improvement in the promotion system. [ ] (D) Other ideas. [ ] 13. Why do people buy Amul milk? (A) Better quality. [ ] (B) Good taste. [ ] (C) Cheaper than other products. [ ] (D) Hobby [ ] (E) Other reasons. [ ] 14. Do you get sufficient stock of the product? (A) Yes [ ] (B) No [ ] 15. Which other brands do you keep Other than AMUL ? (A) Amul [ ] (B)mother [ ] (C) pestonji [ ] (D) gokul[ ] (E) Other brands 16. Which is the most popular brand at your shop? (A) Amul [ ] (B) mother diary [ ] (C) gokul [ ] (D) mahananda[ ] (E) Other [ ] 17. How much profit do you get on Amul products? (A) Amul Dahi & lassee [ ] (B)Amul Taza[ ] 62. 62 (C) Amul Gold [ ] (C) Amul Butter Milk [ ] 18.Why do you not sell Newly introduce Amul Lassee or Dahi ? 63. 63 64. 64 65. 65 66. 66 67. 67 68. 68