amul punjab market analysis

7/31/2019 Amul Punjab Market Analysis

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GUJARAT CO-OPERATIVE MILKMARKETING FEDERATION LTD.

To do the Gap Analysis of

Amul Dairy Products and Ice-Cream

Priyanka Puri, FTMBA, NMIMS , Mumbai

Project Mentor: Mr. Sumeet Saini

Depot-In Charge

Ludhiana, Punjab


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Objectives of The Research

To find out Amul position in Jalandhar market

To identify the Reasons for not keeping Amul

To know the Retailer Satisfaction Level

To find out the Potential Market for Amul

To find out the quantity of milk packets beingsold in Jalandhar and who is the leader in this.


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Research Focus

COMPANY

DISTRIBUTOR

RETAILER

CUSTOMER

Our mainfocus ofresearchand analysisin this report


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Research Methodology

Define the problem and

research objectives

Develop the

Research plan

Collect the

Information

Analyze the

Information

Present the findings


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Research Conducted

It was done in three parts

a) Dairy Products

b) Ice-Cream

c) To do feasibility analysis of Milk packets in

Jalandhar City


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Survey Design

Area Covered: Jalandhar City

Sample Size a) Dairy Products : 704

b) Ice-cream :125


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Research Findings


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Customer Usage..

Customer Usage of Dairy Products

0

100

200

300400

500600

700

Amul Verka Britannia Nestle Local

Companies

Companies

NumberofOutle

ts


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Outlets doesnt have Amul

Number of Outlets does not have Amul

0

20

40

60

80

100120

140

160

Bakery,

Dhaba,

Sweet Shop

Hospitals

Categories

NumberofOu

tlets

Interested

Not Interested


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Why not Amul????

Reasons for not keeping Amul

020406080

100120140160

NoOn

e

Approached

Margin/

Self

purcha

se

Irreg

ular

supply

No

awaren

ess

No/less

dem

and

Reasons

Numberofoutlets

Bakery, Dhaba, SweetShop

Departmental Store

Hospitals

Medical Store


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Retailers favorite

Amul Product stock by retailers

050

100150200250

300350

Spray

AmulBu

tter

Cheese

Choco

late

Ghe

e

FreshCre

am

Kool

Butter

Milk

Amul Products

No.

OfOutlets


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Potential Products

Segment Potential Products

Bakery, Dhaba, Sweet

Shop

Amul Butter(18), Kool(12), Butter Milk(8), Chocolates(6),

Condensed Milk(4)

Hospitals Cheese, Amul Lite, Butter, Kool, Butter Milk

Departmental Store Butter(97),Chocolate(31), Ghee(31),Kool(25), Butter Milk(18)

Medical Store Amul Spray(28)


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Inform me.

Information of schemes

0

50

100

150

200

In time After some delay Not received at all

Time lapse in tellng the schemes

Outlets Distributor 1

Distributor 2


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Distribution Channel: Merchandising Material

Distribution Channel: Merchandising Material

0

50

100

150

200

Sufficient Inadequate Not Up to mark

Merchandising Material

Outlets Distributor 1

Distributor 2


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Ranking of the Companies

Parameters are:

Margin

Quality of Product

Retailer Schemes

Service Support

Credit Support

Advertising Support

Rank of the companies: By Given Parameters

5

6

3

1

4

2

0 2 4 6 8

Nestle

Mother Dairy

Amul

Verka

Britannia

Local Company

ActualRan

Company Name

Actual Rank


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Research Findings


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Customer Usage..

Customer Usage of Ice-cream

0

50

100

150

200

250

Amul Kwality Walls Cream Bell Mother Dairy Local

Companies

Companies

NumberofOutle

ts


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Outlets doesnt have Amul

Outlets that doesnot keep Amul Ice-cream

0

5

10

15

20

25

Interested Not Interested Supply

problem

Outlets


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Why Not Amul??

Reasons for not keeping Amul

0

5

1015

20

NoO

ne

Approa

ched

Margin

/Self

purch

ase

Irre

gular

su

pply

No

aware

ness

No

/less

dem

and

Reasons

NumberofO

utlets

Number of Outlets


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Amul Favorite

Amul Product stock by retailers

0

20

4060

80

100

C

ombo

Brick

Cho

cobar

Butterscotch

Co

ne

Magic

S

undae

Cases

Pizza

P

aneer

Amul Products

No.

OfOu

tlets


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Milk Consumption: Jalandhar City

Milk Consumption

0

5000

10000

15000

20000

25000

30000

Verka Super Baba Metro

No. of Companies

Numberoflitres

Litres


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Comparison of Margin

Comaprison of Margin

0

5

10

15

20

25

30

Verka Super Baba Metro

No. of Companies

Margin

Margin


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Recommendation: Dairy Products

To target 230 Outlets which are Interested in keeping Amul Products

Then try to curb the 140 outlets ( Not Interested)

Salesperson should make retailer educated about Amul products. Distributors should not enter into each other areas.

A little strictness for Distributors. Better utilization of resources

Local Visibility

Celebrations should come into more focus.


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To Target these areas:

a) Baba Laab Singh Nagar

b) Dhan Mohalla

c) Quilla Mohallad) Mohalla Karakha

e) Model house

f) Makdoom Pura

g) Kapurthala Road

h) Kabir Nagar

Recommendation: Dairy Products


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To cover major areas like

a) Hotels

b) Schools almost 20 To provide a regular supply

To have a joint venture with a particular Eatable

Joint like Crme- Bell with Pizza Hut. A system to find a new outlet every week.

Recommendation: Ice-cream


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A little margin more than Verka

Retailers are not happy with the Security System.

Recommendation: Milk Pouches


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THANK YOU


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Acknowledgement

Mr. Sumeet Saini, Depot-In-charge,Ludhiana

Mr. Sunil Soni,

Mr. Ajmer Thakur,Distributor (Ice-cream)

amul punjab market analysis

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