amulpresentation

8/8/2019 amulpresentation

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Presented ByRamji Keshari

PGDM 2009-11

Roll No. 109319


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Name of the Company - AMUL

Title of the project - Market analysis of Amul Masti Dahi

Type of project - Survey based marketing project

Duration of Project - 8 weeks (14th May to 13th July)

Area under survey - East Delhi


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Type - Dairy Cooperative

Founded in - 1946

Founded by - Mr. Varghese Kurien

Name Origin - Sanskrit word Amoolya

Headquarter - Anand, Gujarat, India

Revenue - Rs. 6711 crore (2009)

Employee - 2.8million(2009)

Website - www.amul.com


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Bread spread

Curd

Pure Ghee

Milk Powders

Sweets

Ice creams

Chocolates

Sweetened Condensed Milk

Fresh Milk

Milk Drink


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NUTRITIONAL INFORMATION OF AMUL MASTINUTRITIONAL INFORMATION OF AMUL MASTI

DAHIDAHI

Amount per 100 gm

Energy value - 79.00k cal

Fat - 4.50gms.

Proteins - 5.80gms.

Carbohydrates - 5.80gms

Calcium - 150.00 mg.

Total Market size of CurdTotal Market size of CurdPer capita consumption of milk is 225mlper person per day. Out of this, 25% of

milk is converted into curd. So consumption of curd is 50 gmper person per

day. So for town with 100,000 population market potential for curd is 5 Metric

Ton per day.


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Objectives of Survey-

To analyze the consumer behaviour towards Amul Masti Dahi.

To study the consumption of Amul Masti Dahi Market Size .

DATA COLLECTION METHODS- Two types.

Primary data instruments

Secondary data instruments

Primary data

Collected by filling questionnaire from the owners of Restaurants, Hotels and

Canteens .

Secondary Data

Website, Company records, Distributors, Institute library, Previous Research


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Sampling unit : Users of Dahi in East Delhi

Sampling size : 400

Sampling method : Non probability Sampling

Sampling technique : Convenience sampling.


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Usage of Dahi-

INFERENCE-

The company has a very big market as most of the customers use Dahi. So

Company needs to focus on the strategies to present its product according to

the demand.


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Respondents avail DAHI from-

INFERENCE-Since almost 50% consumes home made Dahi and it takes time (8-10 hrs) to

make Dahi . So company here can focus on making Dahi locally available so

that consumers can get it whenever demand arises.

And company should also try to find out why almost half of the people homemade dahi so that they could work on the feedbacks given by them.


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Those who buy from outside, they prefer-

INFERENCE-

Company should try to find out the inputs that consumers requires in branded and

non branded products, so that company try to add those benefits in its product.

What other benefits they can require in Dahi as majority of them uses it.


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Respondents ready to purchase Amul Dahi @ Rs. 36 per kg-

INFERENCE-

Company should try to give effective and timely supply of dahi to these

ready customers with good after sales services like replacement .

The rest who are not ready to purchase on the given price, company should

try to find out that how much they want to spend for 1kg dahi.


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NULL HYPOTHESIS: Amul is not the most preferred brand of Dahi in East Delhi

Region.

ALTERNATE HYPOTHESIS:Amul is the most preferred brand of Dahi in East Delhi

Region.

BRAND ORIGNAL (O) EXPECTED (E) O-E (O-E) 2 (O-E) 2/E

Amul 46 40 6 36 0.9

Mother Dairy 60 40 20 400 10

Paras 25 40 -15 225 5.625

Any other 29 40 -11 121 3.025

160 160 19.55

2

={(O-E)

2

/E}2 = 19.55(CALCULATED)

2 = 7.815 (TABULATED)

Calculated chi sq is greater than tabulated Chi sq value. Hence, Alternate is accepted.

AMUL IS THE PREFERRED BRAND AMONG DAHI


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Amul is the preferred brand among Dahi.(Hypothesis Testing)

On the basis of customer survey report most of the respondent

were from Restaurants and Hotels.

Most of the respondents buy the products based on the quality.

Brand loyalty plays an important role for purchasing the

product.

High brand awareness among customers.

Poor services of other products.


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Improve services to capture the sales of AMUL MASTI DAHI.

Services like: Delivery Time, Supply chain.

Local Advertisements to attract Delhi customers like: Radio,

Newspaper, Banners etc.

Disposable plastic jar in place of plastic pouch for Amul MastiDahi 1kg pack because plastic jar protects Dahi from loosening.

Availability is a problem so, Amul should try to maintain

properSupply chain.

Expiry Replacement facility must be provided.

Pricing of Amul Dahi should be competitive i.e. More for

Same.


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Not getting correct answer regarding consumption of Dahi of

otherBrand.

Dahi price set by unorganized vender was very low.

Non-cooperative approach and rude behaviour of the

respondents.

Not interested in filling questionnaire due to improper delivery

of other products.


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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 profitableindustry 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.


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AMUL

Anand Milk Union LimitedName :

Shop Name:

Address: Phone No:.

1. Do yo use DAHI?

YES NO

2. If Yes then from where do you get DAHI?

Home made Outside

3.If Outside then Branded or Loose?Branded Loose

4.If Branded then Brand name?

Amul Mother Dairy Paras Other

5.Quantity of purchase?

Ans. .

6.At what price do you purchase DAHI?

Ans: Rs7.IfAmul provides you better quality DAHI in 1kg packet at Rs.36 then are you interested?

YES NO

8.What quantity of DAHI will you purchase from AMUL?

Ans

DATE Signature


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