summer internship project presentation on amul ice cream
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SUMMER INTERNSHIP PROJECT PRESENTATION ON AMUL ICE-CREAM
PRESENTED BY- SANTANU DEY (PGDM BATCH :- 2013-2015)
REGISTRATION NO.- PGDM/2013-2015/04/038
Roll No.: PGDM/2013/03/038
Project Title- Retail Penetration and Gap Identification of Amul Ice-cream
Objectives-
To help managers to identify their success on penetration strategies
To identify the gap of demand and supplyTo make a theoretical study of Customer
Relationship Management of the companyTo get the feedback from both retailers and
consumers
Sampling Methodology
Sampling units
DistributorsData type: Primary data Data collection method: Face to face interviewData analysis techniques: Frequency Distribution (Histogram in Excel)Sampling Technique: Random sampling technique
RetailersData type: Primary data Data collection method: Face to face interviewData analysis techniques: Frequency Distribution (Histogram in Excel)Sampling Technique: Random sampling technique
ConsumersData type: Primary dataData collection method: Online survey questionnaireData analysis techniques: Frequency Distribution (Histogram in Excel)Sampling Technique: Random sampling technique
FindingsFor Distributors- Madhusudan’s performance is great in spite of being only 3 months
old.
Both the distributors are incapable of making Amul refrigerator customer.
Advertising is very poor in both the distributor’s area.
Findings (Contd.)
For Retailers –
Retailors have numerous complaints on frequency of supply of product.
Maximum retailers have refused to buy Amul refrigerator because of full cash payment purchase.
Advertising is poor in retail outlets.
Number of Amul parlour (A.P.O.) is less.
Findings (Contd.)For Consumers – Mostly young age group prefers Amul Ice-cream
Chocolate, Vanilla and Butter Scotch are most favorable flavor.
More new flavors are requested.
Amul sugar free Ice-cream has gotten a good customer response.
Conclusions and recommendations
Company should increase it’s distribution channel.
Supply should be very good specially in pick seasons like summer.
More new flavors should be bought into market to attract more consumers.
Company should increase it’s advertising.
Refrigerator offer should be re-considered.
More promotional offer should be given to both customers and retailers.
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