market survey and sales promotion strategy of amul liquid dahi

MARKET SURVEY AND SALES PROMOTIONMARKET SURVEY AND SALES PROMOTION STRATEGY OF AMUL LIQUID DAHISTRATEGY OF AMUL LIQUID DAHI

AT

AMUL DELHI

UNDER GUIDANCE OF:

Industry Guide Faculty Guide Mr. Kumar Neelabh, MrR.K.Prajapati[MMO]

SUBMITTED BY:

NAVED ANSARIMBA IIIRD SEMESTER

SUMMER INTERNSHIP REPORT IN PARTIAL FULFILMENT OF THE AWARD IF FULL TIME MASTERS IN BUSINESS ADMINISTRATION (2011-12)

INSTITUTE OF COOPERATIVE,CORPORATE MANAGEMENTRESEARCH AND TRAINING

LUCKNOW UTTAR PRADESH

AMITY UNIVERSITY UTTER PRADESH

1

DECLARATION

The summer project on “Market strategy and Brand reputation of AMUL masti dahi”“Market strategy and Brand reputation of AMUL masti dahi” is

the original work done by me. This is the property of the institute and use of this report without

prior permission of the institute will be considered illegal and actionable.

NAVED ANSARI

MBA (III SEM)

ICCMRT, Lucknow


2

STUDENT CERTIFICATE

This is to Certify that this report is prepared based on the summer internship project

undertaken by me in AMUL . from 18/06/2012 to 30/07/2012, under the able guidance of Mr.

KUMAR NEELABH, in partial fulfilment of the requirement for the award of degree of

Master of Business Administration .

Date ___________________

SIGNATURE SIGNATURE SIGNATURE.

STUDENT FACULTY GUIDE DIRECTOR BS

SIP COMPELTION CERTIFICATE


3

To, Date:

Date:

Director,

Corporate Resource Center,

Amity University, Uttar Pradesh,

Delhi Campus,

Viraj Khand-V, Gomti Nagar,

Delhi 226010

Dear Sir,

This is to certify that Mr. GAURAV KUMAR a student of (Semester & programme

MBA(AB), 2 nd Sem., of your University has undergone a summer internship project with us

under my guidance from 25/05/2009 to 05/07/2009. The project entitled “Market survey andMarket survey and

sales promotion strategy of AMUL liquid dahi.”sales promotion strategy of AMUL liquid dahi.” has been completed by the student to my

entire satisfaction.

Signature of Industry Guide

Name. ________________________

Designation ___________________

Seal of Company

ACKNOWLEDGEMENT


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Every task requires continued support, encouragement, assistance and able guidance .The

present study could be completed only because of continued encouragement and guidance from

many quarters.

I really feel honored and blessed to be a student of this college i.e. ICCMRT, which

provided me a platform to nurture all the skills and techniques required for doing this project

effectively and efficiently.

I extend my warm thanks to Mr Kumar Neelabh, who guided me with their expert

advice, which proved to be worth full for my project without which the project could have

not at all been easy.

I wish to express my sincere thanks to Dr.Ajay Prakash , Professor and Principal of

ICCMRT for providing necessary facilities to conduct this research work.

I sincerely thank and express my gratitude to Faculty Guide Mr, RKP Prajapati. for

their valuable help and suggestions required during the project.

I also express my gratitude and thanks to the retailers, distributors, company employee,

without whose help, this project would not have been possible. I also thank the different

agencies and Government departments, which gave valuable information for the successful

completion of this project.

Finally I would like to thank my parents, my brother, Sister and all my friends for giving

me support and being a torch bearer for me.

NAVED ANSARI

MBA III SEM.

ICCMRT, LUCKNOW

INDIX


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S.No. Contents Page No.

1 Introduction 7-16

2 Objectives of the study. 17

3 Company Profile. 18-20

4 Lists of Amul masti dahi products. 21-24

5 Overview of GCMMF 25-26

6 Methodology. 27-31

7 Data analysis 32-37

8 Finding 38-46

9 Conclusion 47-49

10 Appendix 50-54

11 Bibliography 55

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INTRODUCTION

Dairy is place where handling of dahi and dahi products is done and technology refers to the application of scientific knowledge for practical purposes. Dairy technology has been defined as that branch of dairy science, which deals with the processing of dahi and the manufacture of dahi products on an industrial scale. The dairy sector in the India has shown remarkable development in the past decade.The dairy sector in the India has now become one of the largest producers of dahi and value- added dahi products in the world.

The dairy sector has developed through co-opratives in many parts of the state. During the 1997-98, the state had 60 dahi processing plants with an arregate processing capacity of 5.8 million litres per day. In addition to these processing plants, 123 Government and 33 co-oprative dahi chilling centers operate in the state.

Also India today is the lowest cost producer of per litre of dahi in the world, at 27 cents, compared with the U.S’ 63 cents, and Japan’s $2.8 dollars. Also to take advantage of this lowest cost of dahi production and increasing production in the country multinationl companies are planning to expand their activities here. Some of these dahi producers have already obtained quality standard certificates from the authorities.This will help them in marketing their products in foreign countries in processed form.

The Anand-based largest dairy co-operative of India, Gujarat Co-operative Dahi Marketing Federation (GCMMF) which markets Amul brand, has now become the largest food retail company in India by crossing the milestone of Rs6,700 crore annual turnove "So far, there is only one FMCG company ahead of Amul in retail sector. But in food sector, we have become the largest retail company with a turnover of over Rs6,700 crore," said RS Sodhi, chief general manager of GCMMF.

During the financial year 2008-09, GCMMF registered a 27.7% growth to achieve the new landmark. From Rs5,255.41 crore of turnover in 2007-08, the dahi giant jumped to Rs6,711.31 crore in 2008-09. For the third consecutive year, it has posted a double digit growth turnover. Apart from it, despite recession, the unduplicated turnover of the dairy co-operative of Gujarat would have crossed the mark of Rs10,000 crore during the fiscal.

Since the launch of Amul masti dahi in Delhi and cities around it in 2003, it has successfully acquired the second rank after Mother dairy..The first Phase of my training is assigned to help Amul’s morning supply in Delhi. Here I got the exposure of packaged dahi market which includes the study of distribution channels and overall supply chain. I was directed by the Amul’s Mr. Manoj kumar to work under different ADA’s in Delhi.

Field Work:


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During this period I was asked to go with the supply to retailers’. The aim was to make sure the smooth supply of the morning dahi. Addition to this I was assigned to a task to collect the details of retailers’ selling dahi under the areas of the ADA’s. The first ten days I covered about 60 retailers’ in Delhi (Indra Nagar) and asked about their interest of selling Amul’s supply without affecting the Morning supply. At the same time as a representative of Amul masti dahi, I informed them the schemes and other things. Out of 60 retailers, 45 agreed to sell the evening supply without affecting the Morning supply..

INDIAN MARKET SCENARIO

Dahi production is an important rural activity in India providing supplementary income, employment and nutrition to millions of rural households. With a value of output of about Rs. 98,875 crore (US$19,639 million) during 2007, 08 it ranked first, surpassing rice, in India’s agricultural sector (CSO, 2000). The output of dahi and dahi products has increased faster than crops since the 1970s. The higher income elasticity of demand for dahi and dahi products (1.96 in rural and 1.32 urban areas) coupled with growing urban population and changing food habits meant rapid growth in demand, which has been met by higher rate of growth in production ,

OBJETIVES OF THE STUDY:-


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The objective of the project is to measure the general perception (from both consumer and retailer point of view) of the liquid dahi market in different parts of Delhi with regard to find out the factors that influence the sales and ultimately the market share of AMUL dahi.

To study about Amul masti dahi and find the Market position of AMUL.

To Study sales promotion strategy of Amul masti dahi.

To analyze diffenent problem of regarding marketing of Amul masti dahi.

To find out distribution channel of AMUL dahi.

COMPANY PROFILE OF AMUL


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AMUL stands for,

A = Anand

M = Milk U = Union

L = Limited

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 product have been in use in millions of homes since 1946. Amul Butter, Amul masti dahi Powder, Amul Ghee, Amulspray, Amul Cheese,Amul Chocolates, Amul Shikhand, Amul Ice cream, Nutramul, Amul masti dahi and Amulya have made Amul a leading food brand in India.(Turnover:Rs. 52.55 billion in 2007-08).Today Amul is a symbol of many things of high-quality products sold at reasonable pries.

50 year after it was frist launched, Amul’s sale figures have jumped from 1000 tonnes a year in 1966 to over 25,000 tonnes a year in 1997. No other brand comes even close to it. All because a thumb-sized girl climbed on to the hoardings and put a magical spell on the masses.

BRIEF HISTORY OF AMUL


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The Anand-based largest dairy co-operative of India, Gujarat Co-operative Dahi Marketing Federation (GCMMF) which markets Amul brand, has now become the largest food retail company in India by crossing the milestone of Rs6,700 crore annual turnover.RS Sodhi, chief general manager of GCMMF. "So far, there is only one FMCG company ahead of Amul in retail sector. But in food sector, we have become the largest retail company with a turnover of over Rs6,700 crore," said RS Sodhi, chief general manager of GCMMF.

Amul (Anand dahi union ltd.) formed in 1946, is a dairy co-oprerative movement in India. It is a brand name managed by an apex co-operative organization. Gujarat Co-operative dahi marketing Federation ltd.(GCMMF), Which today is jointly owned by some 2.6 million dahi producers in Gujarat, India. AMUL is based in Anand, Gujarat and has been a sterling example of a co-operative organization’s success in the long term. It is one of the best examples of co-operative achievement in the developing world.

Amul is the largest food brand in India & World’s largest milk brand with an annual turnover of us $ 1050 million (2006-07). Currentely Amul has 2.6 million producer members with milk collection average of 10.16 million litres per day. Besides India, Amul has entered overseas markets such as Mauritius, UAE, USA, Bangladesh, Australia, China, Singapore,and few South african countries

MILESTONE OF AMUL:


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Name Karia district co-operative milk producer ‘s Ltd widely known as “AMUL”

Location Amuldairy near Railway station Amul DairyRoad Anand Gujarat India

Registration 14th December’ 1946

Registered Kaira district co-oprative milk producer’sLtd Anand-388001 Gujarat

Size Production of different products on large scale collecting 10 to 16 lack liters milk every day& producing milk products

PlantThere are 4 plants:

1)AMUL Plant 2) Kanjari Plant

3) Mogar Plant 5) Khatraj Plant

Banker1) The Kaire district center Co-operative Lt.

2) UTI Bank. 3) Bank of Baroda.

3) Corporation Bank 5) Bank of Maharashtra.

FoundersShri Tribhuvandas K. Patel

Shri Sardar Vallbhbhi Patel.

Shri Morarji Desai

Shri Verghese Kurien.


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AMUL (ANAND MILK UNION LTD).

Amul (Anand milk union ltd) is abased on four hands, which are coordinated with each other.The actual meaning of this symbol is co-ordination of four hands of different people by whom this union is at the top position in Asia.

First hand is of farmer, without the organization would not have existed.

Second hand is of processors, who process the raw material (milk) in to finished goods.

Third hand is of marketer, without whom the product would have not reached the customers.

Fourth hand is of customer, without whom the products would have not carried on.

What began way back in 1946 was really an effort to carve out a truly Indian company that would have the involvement of millions of Indians and place direct control in the hands of the farmers. It was a mandate for producing, owning and marketing and above all, building your own truly Indian Brand. And successfully at that

Today, 173 dahi producers cooperative unions and 22 federations play a major role in meeting the demand for packed dahi and dahi products. Quality packed dahi is now available in more than 1,000 cities throughout the length and breadth of India. And this is dahi with a difference – pasteurized, packaged, branded, owned by farmers – carrying the dahi drop logo, like Amul, a symbol of quality.


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LIST OF PRODUTS MARKETED:

Amul Products are being exported to the Gulf since last three decades. Undoubtedly, Amul is the preferred taste for Indians in the Gulf !

The following Amul Products are available in the markets.

Amul / Sagar Pure Ghee1 kg tin

Amul Cheese Tin and Slices

Amul Shrikhand500 g Mango, Kesar,

Elaichi & Badampista

Amul Butter100 g, 500 g

Amul Gold Dahi Amul Taaza Double Toned Dahi

Amul Lite Slim and Trim Dahi

Amul Fresh Cream


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http://www.amul.com/fresh-cream.html

http://www.amul.com/fresh-slim.html


http://www.amul.com/fresh-tazza.html


http://www.amul.com/fresh-gold.html

http://www.amul.com/bread-butter.html

http://www.amul.com/desserts-shrikhand.html

http://www.amul.com/cheese-cheddar.html


http://www.amul.com/cooking-sagar.html


http://www.amul.com/cheese-spreads.html

http://www.amul.com/desserts-shrikhand.html






Amul Shakti Toned Dahi Amul Kool Chocolate Dahi

Amul Kool Flavoured Tetra Pack

Amul Mithaee Gulab Jamuns

500 g Tin

Breadspreads:

Amul Butter Amul Lite Low Fat Breadspread Amul Cooking Butter

Cheese Range:

Amul Pasteurized Processed Cheddar Cheese Amul Processed Cheese Spread Amul Pizza (Mozarella) Cheese Amul Shredded Pizza Cheese Amul Emmental Cheese Amul Gouda Cheese Amul Malai Paneer (cottage cheese) Utterly Delicious Pizza

Mithaee Range (Ethnic sweets):

Amul Shrikhand (Mango, Saffron, Almond Pistachio, Cardamom) Amul Amrakhand Amul Mithaee Gulabjamuns Amul Mithaee Gulabjamun Mix Amul Mithaee Kulfi Mix Avsar Ladoos


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http://www.amul.com/desserts-kulfi.html

http://www.amul.com/desserts-jamunmix.html

http://www.amul.com/desserts-gulabjamun.html

http://www.amul.com/desserts-shrikhand-.html

http://www.amul.com/cheese-gouda.html

http://www.amul.com/cheese-emmental.html

http://www.amul.com/cheese-mozzarella.html

http://www.amul.com/cheese-spreads.html


http://www.amul.com/bread-lite.html




http://www.amul.com/fresh-flavouredpack.html


http://www.amul.com/fresh-chocolate.html

http://www.amul.com/fresh-shakti.html

http://www.amul.com/fresh-shakti.html

http://www.amul.com/fresh-chocolate.html



UHT Dahi Range:

Amul Shakti 3% fat Dahi Amul Taaza 1.5% fat Dahi Amul Gold 4.5% fat Dahi Amul Lite Slim-n-Trim Dahi 0% fat dahi Amul Shakti Toned Dahi Amul Fresh Cream Amul Snowcap Softy Mix

Pure Ghee:

Amul Pure Ghee Sagar Pure Ghee Amul Cow Ghee

Infant Dahi Range:

Amul Infant Dahi Formula 1 (0-6 months) Amul Infant Dahi Formula 2 ( 6 months above) Amulspray Infant Dahi Food

Dahi Powders:

Amul Full Cream Dahi Powder Amulya Dairy Whitener Sagar Skimmed Dahi Powder Sagar Tea and Coffee Whitener

Sweetened Condensed Dahi:

Amul Mithaimate Sweetened Condensed Dahi

Fresh Dahi:

Amul Taaza Toned Dahi 3% fat Amul Gold Full Cream Dahi 6% fat Amul Shakti Standardised Dahi 4.5% fat Amul Slim & Trim Double Toned Dahi 1.5% fat Amul Saathi Skimmed Dahi 0% fat Amul Cow Dahi


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http://www.amul.com/cooking-mithai.html

http://www.amul.com/powder-coffee.html

http://www.amul.com/powder-skimmilk.html

http://www.amul.com/powder-dairy.html

http://www.amul.com/powder-milkpowder.html

http://www.amul.com/powder-milkfood.html







Curd Products:

Yogi Sweetened Flavoured Dahi (Dessert) Amul Masti Dahi (fresh curd) Amul Masti Spiced Butter Dahi Amul Lassee

Amul Icecreams:

Royal Treat Range (Butterscotch, Rajbhog, Malai Kulfi) Nut-o-Mania Range (Kaju Draksh, Kesar Pista Royale, Fruit Bonanza, Roasted

Almond) Nature's Treat (Alphanso Mango, Fresh Litchi, Shahi Anjir, Fresh Strawberry, Black

Currant, Santra Mantra, Fresh Pineapple) Sundae Range (Mango, Black Currant, Sundae Magic, Double Sundae) Assorted Treat (Chocobar, Dollies, Frostik, Ice Candies, Tricone, Chococrunch,

Megabite, Cassatta) Utterly Delicious (Vanila, Strawberry, Chocolate, Chocochips, Cake Magic)

Chocolate & Confectionery:

Amul masti dahi Chocolate Amul Fruit & Nut Chocolate

Brown Beverage:

Nutramul Malted Dahi Food

Dahi Drink:

Amul Kool Flavoured Dahi (Mango, Strawberry, Saffron, Cardamom, Rose, Chocolate) Amul Kool Cafe Amul Kool Koko Amul Kool Millk Shaake (Mango, Strawberry, Badam, Banana)

Health Beverage:

Amul Shakti White Dahi Food


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http://www.amul.com/healthy-nutramul.html

http://www.amul.com/desserts-chocolates.html

http://www.amul.com/desserts-chocolates.html

http://www.amul.com/icecream/nature.html

http://www.amul.com/icecream/nutomania.html

http://www.amul.com/icecream/royal.html

http://www.amul.com/cooking-mastidahi.html

GUJARAT CO-OPRATIVE DAHI MARKETING FEDRATION:GUJARAT CO-OPRATIVE DAHI MARKETING FEDRATION:

AN OVERVIEWAN OVERVIEW

Gujarat co-operative Dahi Marketing Federation (GCMMF) is India’s largest food products Gujarat co-operative Dahi Marketing Federation (GCMMF) is India’s largest food products marketing organization. It is a store level apex body of dahi Co-operatives in Gujarat which marketing organization. It is a store level apex body of dahi Co-operatives in Gujarat which aims to provide remunerative returns to the farmer and also serve the interest of consumers by aims to provide remunerative returns to the farmer and also serve the interest of consumers by providing quality products which are good value for money. providing quality products which are good value for money.

Members:Members: 13 district co-operative dahi products Union 13 district co-operative dahi products Union No of Village Societies: No of Village Societies: 13,14113,141Total Dahi handling capacity:Total Dahi handling capacity: 10.21 million liters per day 10.21 million liters per day No of product members:No of product members: 2.7 million2.7 millionDahi collection (Total- 2007- 08)Dahi collection (Total- 2007- 08) 2.69 billion liters 2.69 billion liters Dahi collection (Daily Average 2007- 08) Dahi collection (Daily Average 2007- 08) 7.4 million 7.4 million Dahi Drying capacity:Dahi Drying capacity: 626 million liters 626 million liters Cattle feed manufacturing Capacity:Cattle feed manufacturing Capacity: 30090 Mts per day 30090 Mts per day

SALES TUREN OVER FROM 1994-2009SALES TUREN OVER FROM 1994-2009

Sales Turnover Rs (million) US $ (in million)

1994-95 11140 355

1995-96 13790 400

1996-97 15540 450

1997-98 18840 455

1998-99 22192 493

1999-00 22185 493

2000-01 22588 500

2001-02 23365 500

2002-03 27457 575

2003-04 28941 616

2004-05 29225 672

2005-06 37736 850

2006-07 42778 1050

2007-08 52554 1325

2008-09 67113 1504

THE AMUL MASTI DAHI CO-OPERATIVE


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The Kaira District Cooperative Dahi Producers’ Union Limited was established on December 14, 1946 as a response to exploitation of marginal dahi producers in the city of Anand (in Kaira district of the western state of Gujarat in India) by traders or agents of existing dairies. Producers had to travel long distances to deliver dahi to the only dairy, the Polson Dairy in Anand – often dahi went sour, especially in the summer season, as producers had to physically carry in individual containers. These agents decided the prices and the off-take from the farmers by the season. Dahi is a commodity that has to be collected twice a day from each cow/buffalo. In winter, the producer was either left with surplus unsold dahi or had to sell it at very low prices. Moreover, the government at that time had given monopoly rights to Polson Dairy (around that time Polson was the most well known butter brand in the country) to collect dahi from Anand and supply to Bombay city in turn (about 400 kilometers away). India ranked nowhere amongst dahi producing countries in the worldin 1946.

The producers of Kaira district took advice of the nationalist leaders, Sardar VallabhbhaiPatel (who later became the first Home Minister of free India) and Morarji Desai (who later become the Prime Minister of India). They advised the farmers to form a Cooperative and supply directly to the Bombay Dahi Scheme instead of selling it to Polson (who did the same but gave low prices to the producers). Thus the Kaira District Cooperative was established to collect and process dahi in the district of Kaira. Dahi collection was also decentralized as most producers were marginal farmers who would deliver 1-2 litres of dahi per day. Village level cooperatives were established to organize the marginal dahi producers in each of these villages.

The first modern dairy of the Kaira Union was established at Anand (which popularly came to be known as AMUL dairy after its brand name). The new plant had the capacity to pasteurize 300,000 pounds of dahi per day, manufacture 10,000 pounds of butter per day, 12,500 pounds of dahi powder per day and 1,200 pounds of Casein per day. Indigenous R&D and technology development at the Cooperative had led to the successful production of skimmed dahi powder from buffalo dahi – the first time on a commercial scale anywhere in the world. The foundations of a modern dairy industry in India had just been laid as India had one of the largest buffalo populations in the world.

In year 2000. The dairy industry in India and particularly in the State of Gujarat looks very different. India for one has emerged as the largest dahi producing country in the world. Gujarat emerges as the most successful State in terms of dahi and dahi product production through its cooperative dairy movement. The Kaira District Cooperative Dahi Producers’ Union Limited,

Anand becomes the focal point of dairy development in the entire region and AMUL emerges

as one of the most recognized brands in India, ahead of many international brands.

Starting with a single shared plant at Anand and two village cooperative societies for dahi procurement, the dairy cooperative movement in State of Gujarat had evolved into a network of 2.12 million dahi producers (called farmers) who are organized in 10,411 dahi collection independent cooperatives (called Village Societies). These Village Societies (VS) supply dahi to thirteen independent dairy cooperatives (called Unions). AMUL is one such Union. Dahi and dahi products from these Unions are marketed by a common marketing organization called Federation


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Dahi Marketing Federation or GCMMF is the marketing entity for the State of Gujarat. GCMMF has 42 regional distribution centers in India, serves over 5,00,000 retail outlets and exports to more than 15 countries. All these organizations are independent legal entities yet loosely tied together with a common destiny! (In a recent survey GCMMF was ranked amongst the top ten FMCG firms in the country while AMUL was rated the second most recognized brand in India amongst all Indian and MNC offerings).

Interestingly, the Gujarat movement spread all over India and a similar structure was replicated all are at different levels of achievement but their trajectory appears to be quite similar. Two national organizations, the National Dairy Development Board (NDDB) and the National Co-operative Dairy Federation of India (NCDFI) were established to coordinate the dairy activities through cooperatives in all the States of the country. The former provides financing for development while the latter manages a national dahi grid and coordinates the deficit and surplus dahi and dahi powder across the states of India. In the early nineties, AMUL was asked by the Government of Sri Lanka to establish a dairy on similar lines in Sri Lanka. Interestingly, while Polson folded up sometimes in 1960s, the cooperatives are faced with new competition in liberalizing India – from MNCs who brought in new business paradigms, new and improved product portfolio, international network and immense financial support. The Cooperatives face new challenges that test the robustness of their approach and their commitment to the movement and a new style of management thinking.

Today AMUL is a symbol of many things. Of high-quality products sold at reasonable prices. Of developing and coordinating a vast co-operative network. Of making a strong business proposition out of serving a large number of small and marginal suppliers. Of the triumph of indigenous technology. Of the marketing savvy of a farmers' organization.

The Management Paradigm: “Anand Pattern”

Their business model includes low cost high quality operations, low margins at retail and distribution ends and high level of sharing of profits amongst the suppliers, i.e., the farmers. This happened through the evolution of the “Anand Pattern” – a management style, named after the city where AMUL. Anand Pattern is:

• Inspiring Leadership and Consuming Values• Building Networks• Coordination for Competitiveness• Technology for Effectiveness.

THEORITICAL BACKGROUD OF STUDY:


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SCOPE OF THE STUDY

Customer satisfaction is an important element in the marketing activity, This customer satifaction decides the fate of produt and organization. There is various factors influence to the customer satisfaction. These factors are :-

1. Post purchase behavior.2. Reputation.

3. Product availability.

4. Branding.

5. Convenient.etc

METHODOLOGY:-

The study is manly concerned with Marketing, Sales promotion and distribution, Satisfaction towards Amul masti dahi. Hence various data and methodology is considered in my report preparation. The main data sources are:-

PRIMARY DATA

The primary data refers to orginal information gathered for a specific purpose and provide up to date, accurate and relevant information and it is gathered in an investigation according to the needs of the problem.

SECONDARY DATA:-

The secondary data is collect from the books, periodical journals, magazines, papers, company records, internet and other publication.etc.


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TOOLS USED TO COLLECT THE PRIMARY DATA:-

The primary data is collected on the basis of survey method with the help of questionnaires,& interviews, personal observation, direct consultation with retailer & costomer.

Both open & closed end questions are used in the questionnaire.

METHODS:

The survey method is used to collect the primary data with the help of questionnaire based on explorative and conclusive research .

SAMPLING UNITS:

It refers to the individuals who are to be surveyed in the study and it is the customer and retailers who is consuming or using or who has bought Amul masti dahi are surveyed.

SAMPLING SIZE:

It refers to the number of respondents surveyed for the topic.In this study 80 Retailers and 250 Customer were surveyed and responses drawan.


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1. METHODOLOGY FOR CONSUMERS PERCEPTION MAPPING

1.1 Primary Data Consumer’s survey Retailer’s survey Packaged dahi market analysis (Both PARAG’s and its Competitors).

1.2 Secondary Data Web sites (www.amul.coop , www.magindia.com). Competitors marketing offices. Retailers’ record Print medias (Times food processing journal). Other national survey records.

2. SAMPLING PLAN

2.1. Target Population

Consumers of different localities in Delhi, belonging to different economic group and occupation.

Retailers of different localities selling packaged as well as loose dahi Competitors supplying dahi to different localities.

2.2. Sampling Technique

Division of towns into four or five geographical areas. Identification of Socio economic segments within these areas on parameters of Income

A – Rs. Less than 1 lakh per annum B – Rs. 1-3 lakh per annum C – Rs. 3-5 lakh per annum D – Rs 5-10 lakh per annum E – Rs More than 10 lakh per annum.

Members in the family. Family structure (In terms of children and old aged persons.) Taking random samples from these segments

2.3. Sample Size

The sample size as well as the number of days spent in the survey of area was decided upon based on the ratio of the population of the areas. The total number of consumers surveyed during this time period is 400. In case of retailers the sample size has been uniformly distributed as follow:


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http://www.magindia.com/

http://www.amul.coop/

Location Sample Size (Retailers)

Kurvanchal nagar 20

Shakti nagar 20

Viswaskhand 20

Ravindra palli 20

Indra nagar 20

3. SCOPE OF THE STUDY

For the study the of Delhi was divided into five geographical areas namely Indra nagar,

Kurvanchal nagar. main, Viswash khand , Shakti nagar and Ravindra palli. These areas

were divided amongst the three of us for studying the competitors, consumers and the

existing conditions in the market.

LIMITATIONS OF THE PROJECT

1. The study was dependent on the responses given by the consumers who may be

biased towards their responses.

2. There is an unequal representation from all the locations which may not be a true

representative of the trends.

3. There was no data available from the various competitors. The study is bases on the

secondary data available and the information available with the distributors.


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METHODOLOGY FOR SECOND OBJECTIVE

To get familiar with the distribution system of Amul for supply. It involves the

understanding of distribution channels from plant to the retailers.

To get familiarized with the margins and schemes for distributors and retailers.

Visit retail outlets selling dahi to create a database of their location and dahi selling

potential to help Amul select easily the highest selling retailers.

Regular visit to retailers already selling Amul’s dahi and motivate them to increase

their sale.

To go to the morning supply market for smooth functioning of supply.


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OBSERVATIONS:

We were introduced to the sales division of the dahi supply of Delhi depot of GCMMF. The manager in charge of the sales division in Delhi assigned us to the three different distributors covering different regions in Indra nagar and Shakti nagar.

LOCATION PROFILE:

GCMMF sells its dahi through the chain of various ADA’s (Area Delivery agents) i.e., distributors. The complete area was divided amongst five different ADA’s who were responsible for different regions in DELHIsupply was supposed to be launched. These distributors are

ADA’s Name Location Area RangeVersha Entreprises Vishalkhand Vishalkhand&VipulkhandRamawati Entreprises Indiranagar Sarvodayanagar,

Kurvanchalnagar, Ravindra palli.Vishwas kand.

Balaji Entreprises Gomatinagar Visheshkhand&Viramkhand

Mahalaxmi Traders Husainganj Whole Husainganj

Rajan Dairy Alambagh Alambagh & Surajpura

I was assigned the ADA Rakesh traders for 15 days each to study the market assigned under them. Also we were asked to make a report to find out the market share of different players in this region at the retailer’s level.

A report was made regarding the sales by a sample of 50 retailers in Husainganj and 31 retailers in Indrapuram covering all the parts of the area. On the basis of this report the areas where AMUL was lacking in sales were identified and then these areas were targeted to increase the sales of Amul masti dahi. This was done in two steps

i. To identify around 15-20 shops in this area who have the capacity to sell more than 3 crates in the morning.

ii. To look out for retailers who were not selling Amul masti dahi and pursue them to sell Amul masti dahi.


26

DATA ANALYSIS

Different factors that consumers consider for not buying packaged dahi.

Base 127

16.4 14.5

45.5

30.6

16.5

26 23.5

13.6

05

101520253035404550

Artific

ial In

gred

iants

It is

expe

nsive

Not F

resh

Bad T

aste

Less

Fat

con

tent

Bad A

vaila

bility

Never

use

d bef

ore

No ho

me

deliv

ery

Base 127

(FIG. # 01)

The above bar chart shows the different factors that consumes consider for not purchasing the packaged dahi. The figure is based on total 121 responses (multiple choices) of those consumers who buy unpackaged dahi. From the chart it is quite obvious that that consumers feel that it is not fresh (45.5 percent) while 16.4 % feels that some artificial ingredient are mixed in it and so on.


27

Different factors that consumers consider while buying packaged dahi of different brands.

(FIG. # 02)

The graph clearly shows that the important factors which influence the packaged dahi of different brand are the easily availability (53.4 %) and hygienic (36.5 %). The quality perception lags behind against the Loose dahi.

Reasons to shift from one brand to other

base 244

4.9

21.3

52.6

39.8

15.6

37.9

0

10

20

30

40

50

60

Cheaper Freshness Easilyavailable

Taste Fatcontents

Complaints

base 244


Base 273

36.5 35.4

24.2

53.4

21.7 21.1

0

10

20

30

40

50

60

More Hygienic Assured quality Convenient toCarry and store

Easy Availability More FatContent

Had no choice

28

(FIG. # 03)

Easy availability is the factor (52.6 %) is the main factor for shifting from one brand to other followed by complaints, freshness and fat contents.

The share of Packaged and Unpackaged dahi

(FIG. # 04)

The pie chart above indicates the market share of both packaged and unpackaged (loose) dahi. It is indicating that consumers’ preference of branded packaged dahi. Hence there is space for substantial growth of this segment.


PACKAGED

UNPACKAGED

68.25%

31.75%

29

Amul’s evening supply awareness among consumers.

YES

NO

AWARE OF EVE SUP AMUL

Pies show percents17.50%

82.50%

EVENING SUPPLY AWARENESS

(FIG. # 05)

AMUL has recently launched its evening supply on 1st May 2007 in Delhi region. We tried to find out awareness of the same, out of total 400 responses we found that only 17.50% people are aware of it and rest 82.50% are not. It means Amul has to do a lot to spread awareness of their evening supply.


30

The distribution of purchasing slot of dahi

(FIG. # 06)

The pie chart above indicates the purchase time of consumers in different time slots.Out of 200 respondents, 52.25% of consumers like to purchase dahi before 7 am, 25.25%like to take between 7am to 12 noon, 1.75% of consumers like to take in afternoon, 13.75% in evening, 5.75% both morning and evening and 1.25% can take anytime.


BEFORE 7 A.M.

7 A.M. TO 12 NOON

12-5

EVENING

BOTH MORNING AND EVENING

ANY TIME

PURCHASE TIME

Pies show counts52.25%

25.25%

1.75%13.75%

5.75%1.25%

31

DAIRY COOPERATIVE STRUCTURE AND DETAILS FOR STATE OF GUJARAT


32

GCMMF’s SUPPLY CHAIN


33

FINDINGS

For ADA’s


34

The ADA’s were supposed to send their vans to the dahi plant of GCMMF in Kanpur at around 1:00 am.

The vans would be loaded and then move from there around 1:30 am. These vans would reach the distributor around 3:30. ADA then would send them to the retailer’s and distributes dahi to the retailers by 7:30

am and collects money. The ADA’s salesmen were not supposed to leave the crates with the retailer as any

shortage in crates would mean penalty to the ADA. The ADA would receive a margin of Rs 0.40 per litre of dahi. ADA’s will also receive Rs 1 extra per crate if it sell 50 crates in his area, which will

increase to Rs 2 on 100 crates and Rs 3 on 150 crates and above. Along with that the ADA would also get a van subsidy of Rs 150 for the transportation

OTHER FINDINGS

The other player in the evening supply i.e., PARAG Dairy was able to finish up with the distribution of dahi by 3 pm.

Due to the bad traffic conditions around Delhii the dahi supply was getting further delayed ADA’s were not able to finish up with the distribution before 6 pm which according to the retailer’s was quite late.

Most of the retailer’s were complaining about the late supply of the dahi. According to them the evening supply reached to them around 6 pm. By that time the most of the consumers look for the dahi. The late supply of dahi led to fluctuate the ordered quantity. For example one of the retailer in Surajpura either cut the cut the total crates of dahi demand or refused to take dahi for those days the reached late (after 6 pm).

Most of the shops are not willing to sell much in the evening due to the bad storage capacity. They also mentioned that that the low margin does not allow them to store dahi in freezes. If they do so, they are not in state to make any kind of profit out of total sale.

Most retailers are small retailers catering to a small area and they are selling only 1 to 2 crates in the evening.

Only a few retailers are there who have the capacity to sell more than two crates. In case some retailers are ready to store some extra quantity of dahi, the bad electricity

condition in this region acts as a factor and hence stops the retailers from taking extra dahi.

Some retailers did not allow the ADA’s to supply dahi to others near by them.

Distributors’ details

Ramawati Enterprises.Location: Viswaskhannd, Ravindra palli, Vishwas khand & Indra nagar.Products: Amul masti dahi morning supply and evening supply.


35

Area of distribution:Whole GomatinagarTotal supply of dahi: 200Crates(Morning)&35-40 crates (Evening).Area details:

Parag Dairy is the market leader in this area with a share of about 45-50 per cent followed by AMUL which captures almost 25-30 percent of the market share at retailer’s level.

Parag Dairy also enjoys the advantage of having its company owned booths in this region.

There are other players who have their presence in limited sectors like Parag, Dairy, Amritdhara, and Sudha dairy etc.

There is no difference in the margins offered by Parag dairy and AMUL which offers a small margin whereas the other local players offer a higher margin.

Here it is to be noticed that whereas AMUL and Parag Dairy are doing their distribution with the help of the distributors the other small players are supplying dahi directly to the retailers from their plants.

Mostly small retailers selling only between 1-2 crates of dahi. This evening dahi supply area assigned to this ADA was very wide for him. It was

taking more time to reach to the retailers. Also the ADA was serving these areas by only one mini truck..

ADA: Versha Enterprises.Location: Vishal khand, Vipul khand, Viram khand.Product: Amul’s Dahi Total Supply: 230 Crates

As compared to Delhi this is the region where AMUL is as strong as Parag dairy. The market is covered by almost these two market players. Almost no presence of local players. AMUL has just one distributor who covers this area of Indrapuram. The distributor gets the delivery around 1 pm and by the time it delivery lasts to around

5-6 pm.. The ADA has mini truck and able to cover all areas in time. The salesman in this area is not willing to explore for new shops because of the delayed

supply.

Recommendations:

From the above observations a suggestion was made to finish the loading early and dispatch the trucks from the plants by 3:30 am so that the vans could reach to the ADA by 4;30 am and hence enable ADA’s to finish up the distribution latest by 7;30 am.


36

In case of my distributor Versha Enterprises, apart from ice cream and both morning and evening supplies of dahi, the distributor was engaged in other businesses as well. He was running a hardware shop and a gas agency with counted employees. This led to great problem for him to manage the evening supply in a proper manner. At the same time he was not much interested in dahi due to low margins and hence was concentrating more on other businesses leaving the dahi supply at low interest.

As a result of improper functioning of this ADA, a suggestion was made to change the distributor, which was further investigated and finally implemented.

It was also found that in spite of company’s efforts, the distributors are not much concerned about the advertisement activities and promotional plans. As per distributors the main reason behind this is the absence of any incentive for this. Here the company should take its more initiative to do this job. Some incentives should be given to distributors to help advertisement activities.

The company should provide better facilities to truck drivers carrying supply to different areas twice in a day. As I talked to them, they complained about the lack of proper rest rooms and other facilities.

CONCLUSION

Amul, the most popular brand of the Gujarat Cooperative Dahi Marketing Federation (GCMMF), is striving towards strengthening its foothold in the liquid fresh dahi market of Delhi and areas around it, hitherto the domain of the National Dairy Development


37

Board (NDDB). Delhi National Capital Region (NCR), among the biggest dahi markets in the country, is dominated by Mother Dairy currently, but now it is facing intense pressure from Amul to protect its market share. The fact is that Growth rate is 100 % which is much faster than the industry growth.

According to Manish tripathi, dahi marketing head Ghaziabad, “this growth rate is very impressive. The main problem we are facing is the limitation of plant. We are planning to come with another plant near Delhi in coming years.”

Let’s have some important insight into this project.

The main strength of Amul is that it is one of the most trusted brand in India. Consumers associate it with better quality. The main problem of Amul masti dahi is facing the timely supply of dahi in market especially in early morning slot.

Amul has also come with its Evening supply from 1st of May 2007. It is a major challenge for Amul if they want to be market leader beating Mother dairy. For this it needs to come with strategies. This project can give insights into consumers’ perception of dahi which will ease the task of formulating strategies.

The main problem that Amul is facing is related to supply timings. Although the supply is organized it is missing the accuracy of delivery at convenient times.

From the analysis part it is clear that the most preferred timing to buy dahi is morning before 7 am. It is the area where Amul’s supply is lagging far behind the market leader Mother dairy.

Quality (fat content and freshness) and Taste are the factors that consumers consider most important while purchasing dahi.

There is need to shape the perception of consumers regarding packaged dahi. From the analysis undertaken, we see that the most de-motivating factor for not buying packaged dahi is related to the freshness of such dahi.

Home delivery is another important factor which people consider more important especially in Vaishali, Vasundhara and Indrapuram where the shops are distantly located.

Most of the retailers are facing the storage and interrupted power supply problem in these regions.

Distributors are also not satisfied with the timing of supply.

SUGGESTIONS


38

In order to maintain and increase market share of Amul masti dahi in the city of Delhi,The following recommendations regarding distribution and promotion policies are here by suggested:

AMUL can increase the variants of pouch dahi

Frist and for most acton is that AMUL should improve its service and availability.

There should be more distributors supply of AMUL-dahi. Company should replace the damage products as soon as possible. Company should give more focus on its promotional strategies

AMUL can increase the proportion of fat, which is more beneficial for making sweets.

Appendix I.Consumer’s Survey

1. How do you normally like to take dahi?


39

a) Pure Dahi (with flavors) b) Curd/ Lassic) Tea/Coffee d) Any other (please specify) ________________

2. How much dahi do you normally consume in a day (household)? Please specify____________

3. Which dahi do you buy?i) Packaged

a) Amul b) Amrit dhara c) Parag d) Any Other (specify)

Full Cream Standard Toned Double toned Skimmed

ii) Unpackaged (Loose) a) Local Supplier b) Local Dairy c) Mother Dairy (Token)

If Unpackaged (Q 5, 6, 11, 12, 13, 14, 17, 18, 19)4. Reasons for not using packaged dahi?

i) There is no home deliveryii) It is much cheaperiii) Bad availabilityiv) It is not freshv) It’s taste is not goodvi) The fat-content is less.

5. Have you ever used pouch dahi or not? --------------------------

6. Reasons for using packaged dahi?i. It is more hygienic as it is pasteurized.

ii. I think the quality is better.iii. It is more convenient to carry and store.iv. The fat content is more.v. It is easily available at the nearby store.

vi. Any other (please specify)________________________________________________________

4. For how long have been buying this brand?i) 0-1 year ii) 1-2 yeariii) 2-5 year more than 5 year

5. Which dahi do you used to buy earlier? Please specify_______________________

6. Why did you shift to your current dahi?


40

i. It is cheaper.ii. It is much fresher.

iii. It is easily availableiv. The fat content is more.v. The taste is better.

vi. Any Other (please specify) ______________________________________________________

vii.

7. What time in the day do you normally buy dahi?a) Before 7 a.m. b) 7 a.m.-12 noonc) Afternoon d) eveninge) Both morning and evening f) any time

8. From where do you buy dahi?a) Local Retailer b) Mother Dairyc) Local Dairy d) Home delivery

9. Please tick the factors you consider while purchasing dahi and rank them in order of preference.

i. Priceii. quality

iii. Availabilityiv. Home deliveryv. Taste

10. Do you check the packaging date while buying dahi? Yes/No

11. Do you know that Amul is supplying fresh dahi in the day i.e. evening also?Yes/No

12. Do you always look for a particular brand while purchasing dahi?Yes/No

13. If a brand is not available with your regular source you willi. Go for some other brand.

ii. Look for another store where the requisite brand is available.

14. How far would you be willing to go to buy the requisite brand of dahi?a) 50 - 100 mts b) 100 - 300 mtsc) 300 – 500 mts d) more than 500 mts

15. Please rate the following dahi brands on the following parameters.


41

(1 - Very bad 2 – bad 3 – Average 4 – Good 5 - Very Good)

Freshness Brand Availability Fat Content TasteAmulMother DairyParasAny Other(specify)

Name: _______________________________ Gender: Male/Female

Residence Location: ___________________

Household Income: Less than 1 lakh 1 – 3 lakh3 – 5 lakh5 – 10 lakh

Above 10 lakhMembers in the family: _________________ Occupation: ________________Family Structure: Age below 15 ____

50 and above ____

Appendix II.

1.1. Retailer Survey Form

Retailer Survey Form


42

1Which type of dahi you sell (MULTIPLE)

1. Pouch 2. Loose

2Which brand of pouch dahi you sell :

3

What quantity of dahi they sell on per day basis? Liters

4

What type/form of branded packaged dahi do you sell?

1. Packet 2. pouch 3. loose

4. Double Toned 5. Skimmed 6. Either of

Above

5What is the mode of selling?(MULTIPLE)

1. Delivered at Home 2. Retail at the shop

6

What time you get delivery of dahi from your distributor :

1. Before 5 am 3. 7 am – 9 am 5. 4 pm – 7 pm

2. 5 am – 7 am 4. 9 am – 4 pm 6. After 7 pm

7

What is the period of maximum sale of dahi (amul evening).

1. Between 2-3 pm. 3. 3 pm– 4 pm 5. 5 pm – 6 pm

2. 3pm – 4 pm 4. 4pm – 5 pm 6. After 6 pm

8

Are you satisfied with the services provided by the distributor :

1. Yes 2. No

9

If not what are the probable reasons:(MULTIPLE)

1. Late 2. Delivery 3. Low Margin

4. Lack of Promotional Support

5. Service 6. Quality

7. Any other

10What are the problems you are facing?

1. Delivery 3. Leakages 5. Price & Margins

2. Services 4. Date 6. Crates11 Name: 12 Town : 13 Locality :

14Income Level : per month

1. >20,000 2. 15,000 – 20,000

3. 12,000 – 15,000

Appendix : IIIMarket Report of ALAMBAG ; Pankaj enterprriseRetailer’s information, Banner and Poster distribution


43

Sl. No.

Retailer(general store)

Address

Contact no.

1 Madan Arjun nagar, Near janta inter college Alambag

9450134436

2 Mandeep singh Alambag 99565105033 Asha Railway Colony,Alam bag. 0522-40251554 Madan Cool Corner Anand nagar, bhara road, Alam bag 99368815225 Babloo Anand market Alam nagar 94150830666 Rajesh Patel nagar Alam nagar 99566907687 Mohan store Sahsa mandir, Krishna nagar 94511350718 Baba Sahsa mandir, Krishna nagar -9 Om sai Near hanuman mandir, vinay nagar 945001843010 Kushmanda Krishna nagar -11 Asha Vijay nagar, Krishna nagar 945170700312 Om Vijay nagar, Krishna nagar 0522-324105413 Mishra Vijay nagar, Krishna nagar -14 Chaudhary Vijay nagar, Krishna nagar 0522-247384215 Katyal Vijay nagar, Krishna nagar 933596236616 Shrishti Vijay nagar, Krishna nagar 0522-247227917 Vajpayee Aasaram bapu road, Krishna nagar 945317040818 Balaji Aasaram bapu road, Krishna nagar 0522-402515519 Ambika Aasaram bapu road, Krishna nagar 933623061620 Premchand Aasaram bapu road, Krishna nagar 993690126421 Sunil Aasaram bapu road, Krishna nagar -22 Aparna Aasaram bapu road, Krishna nagar 0522-247235123 Sainik Aasaram bapu road, Krishna nagar 0522-699313624 Deepak Vijay nagar, Krishna nagar 0522-404939525 Krishna Vijay nagar, Krishna nagar 933550442926 Mohit Vijay nagar, Krishna nagar 941578033627 Amit Vijay nagar, Krishna nagar 945205633728 Deepak Kanpur road 0522-247127429 Jai maa Malviya estate 936933961530 Ambe Malviya estate -31 Hari om Malviya estate -32 Gungun Malviya estate -33 Ashok Malviya estate -34 Baby Malviya estate 933520139835 Bharat Sarojini nagar, Krishna nagar 941518924936 Cash & carry Sarojini nagar, Krishna nagar 0522-243128537 Fauji Sarojini nagar, Krishna nagar 988947599338 Paal Sarojini nagar, Krishna nagar -39 Garib Sarojini nagar, Krishna nagar 979896964640 Sonu Kannausi, Krishna nagar 9336015598


44

41 Subhash Bholakheda 945438003942 Honda Sneha nagar -43 Ajay Bahadur kheda -44 Pappal Visheshwar nagar 991920313045 Kanhaiya Amrudahi bag -46 Pappu Bahadur kheda -47 Sindhi Bahadur kheda -48 Baba Sleeper ground colony -49 Sunil Geeta nagar 988925857350 Jaiswal Geeta nagar 945138547051 Maa agya Geeta nagar 983912905452 Vikas Shyam nagar, alambag 0522-400510453 Sheel Shyam nagar, alambag 936909702854 Prakash Shyam nagar, alambag 941551609355 Jai Samar vihar, Shyam nagar, alambag 945460881156 Teetu Samar vihar, sringar nagar,alambag 0522-245840457 Keshav Samar vihar, sringar nagar,alambag 0522-326484758 Samta Chitragupt nagar, alambag 0522-321345159 Khalsa Sringar nagar, alambag 983901775760 Gupta Sri nagar, alambag 945035470161 Verma Mangal kheda, alambag 988913819162 Billan Sleeper ground colony 933520139863 Mishra Talkatora road, alambag 983884971264 Pammi Talkatora road, alambag 993601451465 Sai Talkatora road, alambag 993576349466 New shiv

departmental storeTalkatora road, alambag 9335796396

67 Hot n cool corner Talkatora road, alambag 0522-467175968 Satnam

confectionaryKanpur road, alambag 9795777889

69 Inderjeet cool corner

Visheshwar nagar 9236166866

70 Pushpa Gurunanak nagar 979581651571 Anurag Puran nagar chauraha 933562107672 Kajal Visheshwar nagar 902628723673 Veeru Visheshwar nagar 923635204174 Sumit Sneha nagar 995650968675 Manmohan VIP road,nahariya 930529353876 Deepak Sringar nagar -77 Sahu Sringar nagar -78 Shreya Sringar nagar -

79 Vishvaratan Near chhoti nahar, bholakheda 945278144780 Chaudhary Near chhoti nahar, bholakheda 961600180181 Ram babu Near chhoti nahar, bholakheda 9793061897


45

82 Anil Near chhoti nahar, bholakheda 0522-321219383 Pankaj Shastri nagar, bholakheda 0522-247384584 Sri laxmi Shastri nagar, bholakheda 945459094285 Kundan Near santraj Montessori school,

bholakheda9450655301

86 V.K.Tiwari Ashutosh nagar, bholakheda 0522-404585487 Shukla Ashutosh nagar, bholakheda 961600206388 Tiwari Krishna nagar 930707216189 Tripathi Krishna nagar 930512195190 Pandey New sindhu nagar, Krishna nagar 979485841991 Kiran Adarsh nagar Alam nagar 930510662492 Sachdeva Adarsh nagar alam nagar 9935151242

Appendix : IVMarket Report. ( Ramawati Entreprises.)Retailer’s information


46

Sl. No.

Retailer (general store)

Address Contact no.

1 Shurendra Ravindra palli 93696634742 Adarsh Ravindra palli 99847427593 Ranjan Shakti nagar 99362520584 Shiv Shakti nagar -5 Jain Shakti nagar. 0522-32064026 Ashok Ravindra palli 93353560347 Pankaj Ravindra palli -8 Utkarsh Sarvodaya nagar -9 Shirauddin Sarvodaya nagar 945075030510 Bharti Kurvanchal nagar -11 Sahu Kurvanchal ngar 933551479912 Hari ram Kurvanchal nagar 0522-26916913 Raju Kurvanchal nagar -14 Sandeep Kurvanchal nagar -15 Manish Indra ngar 0522-269138816 Shukla stores Indra nagar 936910214217 Giri Indra nagar -18 Sunil Indra nagar 0522-269300119 Neeraj Neilgiri complex, Indra nagar. -20 Pavan Neilgiri complex , Indra nagar. 923571357921 Shiv mandir Kurvnchal nagar 983954426222 Parag depo Kurvanchal nagar 993592342723 Suresh Kurvanchal nagar -24 Sushil Badsha nagar -25 Pandey kirana

storeBadsha nagar 9335464674

26 R.K. Badsha nagar 936992733027 Ashish Badsha nagar 930542058728 Agrawal stationers Badsha nagar29 Parag booth Kurvanchal nagar 0522-265338230 Jai siya ram Kurvanchal nagar 945048747231 Ajay products Laxman puri 0522-263745832 Vivek Laxman puri 902677765033 Shreshtha Shakti nagar -34 Kamal kandhari Shakti nagar 9415462583

Market Report : V Retailers survey.

Sl. No.

Retailers(general store)

Address Contact no.


47

1 Manoj Vishesh khand -2 92365035552 Mohet Vishesh khand-2 99191909383 Sanjay Kattota -4 Vinod yadav Behind UCO bank, Chinhat. 98398591885 Alok Chinhat 90265098866 Pankaj Chinhat -7 Mamta Chinhat. -8 Pankaj Vibhav khand 98891281009 Ravi Chinhat 933696577810 Shagun Chinhat 0522-224237611 Khan Chinhat -12 Ankit Vibhav khand 0522-225240413 Sahuji Vibhav khand 936950376514 Akansh Vibhav kand 945138953925 Kali Vibhav khand -26 Yakub Sardari kheda 902626921327 Nadim Suraj pura 945065341528 Anil Alam bag -29 Santosh Alam bag 979555928730 Manish Alam bag 9616248704

Appendix : VIMarket visit for opening of new outletsSl. No.

Retailer Address Contact no. Outlets opened


48

I FOR AMUL DAHI

1 Yakub genral store

Sardari kheda (alam bagh) 9026269213 Open

2 Nadim Genral Store

Sujan pura (Alam bagh) 9450653415 Open

3 Chadda Genral Store

Chandr nagar, Near State Bank (Alam bagh)

- Open

4 Raish Genral Store

Sardari Kheda, Alam bagh. 9335818354 Open

5 Anil Genral Store

Sardari Kheda (Alam Bagh) - Open

6 Santhos Kumar

Tedhi Puliya, Alam Bagh. 9795559287 Open

7 Manish Tedhi Puliya, Alam Bagh. 9616248704 Open8 Madan

Genral Store Arjun Nagar, Near Janta inter College, Alam Bagh.

9889184631 No

9 Rajesthan Genral Store

Arjun Nagar, Alam Bagh. 9956510503 No

10 Asha Genral Store

Railway Colony, Badha Baram (Alam bagh)

9936242984 Open

11 Madan Cool Corner

Anand Nagar, Bhara road ,Alam bagh.

9696728343 No

12 Babloo Provision store

Anand Nagar, Bhara road , Alam bagh.

9415083066 No

13 Rajesh Dairy & Genral Store

Patel Nagar, Alam bagh. - Open

Appendix-VIIAgency- Ramawati Enterprises.


49

Object - Retailer survey& dahi distribution.

Name of Retailers.

Location Phone No. Deemand Packet Wise.

Amul gold

1000ml.

Amul gold

500ml

Amul Taza 1000ml.

Amul Taza 500ml

Amul Taza

200ml

Butter dahi 500ml.

1.Seema Genral Store

Vishwas khand 0522-238475 24 48 12 24 5 5

M L A guest house Vishwas khand 9415005273 5 1 5 1 1 -Shiv Provision store

Bharm puri 36 24

Asha provision store

Ravindra palli 54 10 2

Neha Genral Store Ravindra palli 9236503555 54 - 18 - - -Maa Vaishno Gen.

Store Ravindra palli 12 32 36 24 - -

Dewadi Gen. Store Maruti puram 24 168 12 84 30 24

Tanky Maruti puram - 48 - - - -Gangotri Gen.

StoreMaruti puram 80 - 30 - 20 1

0Arora Gen. Store Maruti puram 36 - 36 - - -Shrivastava Gen.

StoreIndra nagar 24 48 - 48 15 -

Kamla Gen. Store Indra nagar 24 48 - 48 5 -Shri Kamal Gen.

Store Indra Nagar - 20 - 8 20 6

Shurendra Gen. Store

Ravindra palli - - - -20 10 -

Adarsh Gen. Store.

Ravindra palli. 12 48 - 40 10 -

Ashok Genral Ravindra palli 9336889930 - 99 - 16 50 2


50

Store 4Ranjana Genral

StoreShakti nagar 9415513688 28 4 20 - 4 6

Marut Gen. Store Ravindra palli - 36 - 26 50 4Shiv Gen,. Store Ravindra palli 16 - 20 20 - 1

0Ashok cool corner Ravindra palli 9451389539 - 30 - 2 20 -

Jain Gen. Store Ravindra palli - 60 - 4 4 -Pankaj Gen. Store Ravindra palli - 30 - 18 6 1

0Tripathi Gen.

StoreIndra nagar 16 66 - 12 10 -

New Counter Indra nagar 12 15 - 15 - -Parag counter Indra nagar - 24 - 6 - 1

0Maa Jagdambha Indra nagar 3 36 6 - - 4Shrivastava Gen.

Store Indra Nagar 6 24 - 12 10 -

Manish Gen. Store Indra nagar - 20 - - - -Gupta Gen. Store Indra nagar 9366780455 20 10 6 - 10 1

0Ashish Gen. Store Indra nagar 9336889930 12 24 10 16 8 -

A P O Sarvodaya nagar

- 72 - 30 5 20

Shirauddin Gen. Store

Sarvodaya nagar

- 30 - 6 6 10

Shiv bhandar. Sarvodaya nagar

- 15 - - 15 10

Kamlesh Gen. Store

Sarvodaya nagar

3 36 24 - 6 10

Guddu Sarvodaya nagar

- 84 - 12 30 -

Bharti Gen. Stoe Kurvanchal nagar

10 14 - - 20 20

Hari ram Gen. Store

Kurvanchal nagar

- 10 - - 4 20

Chaudhary Gen. Store

Kurvanchal nagar

- 24 - 14 20 -

Chaurasiya Gen. Store

Kurvanchal nagar

9721119806 - 24 - 10 10 10

Usman Gen. Store Shakti nagar - 16 - - 15 10

Ashok Provision store

Shakti nagar 09452463351 - 15 - - 15 -

Giri Gen. Store Badsha nagar 20 60 8 - - 10


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Raffique Ahamad Badsha nagar 12 48 - 15 30 -Shama Gen. Store Azad nagar 24 12 60 60 48 -

Vikanervala Neilgiri Complex

- 36 - 60 - 10

Disha Gen. Store Vivak khand-2 9935793912 60 48 60 48 - -


52

BIBLIOGRAPHY

Following are list of websites, magazines and book have been used for this project.

Web sites list

www.amul.coop

www.domain-b.com

www.etfoodprocessing.com

www.mdc.org.uk

www.magindia.com

Magazines

Times food processing journal.

Books

Marketing research - By Naresh Malhotra.Marketing management - By Philip Kotlar

.

A M I T Y U N I V E R S I T Y U T T A R P R A D E S H

(Established by Ritnand Balved Education Foundation)


53

http://www.magindia.com/

http://www.mdc.org.uk/

http://www.etfoodprocessing.com/

http://www.domain-b.com/

http://www.amul.coop/

NAME: GAURAV KUMAR MBA (Agri-business) - 2ND SEMESTER ABS

CAREER OBJECTIVE:- To work with honesty, dedication and utilize my capabilities in the best of organization and to excel in the given field through hard work.

EDUCATION :-

QUALIFICATION UNIVERSITY/BOARD

% or CGPA

YR–PASSOUT

MAJOR SUBJECTS

Master of Business Administration (AB) - 3ND Sem

AMITY UNIVERSITY

---

(2008-10) Pursuing

Rural Marketing, Quantitative Analysis, Agri Mktg Mgmt., Accounting, Rural Research Methodology

B.Sc.Agriculture C.S.J.M UNIVERSITY KANPUR

75.47 2008 All Agriculture Subjects

12th U.P.Board 66.40 2004 (Agriculture Streem)10th U.P. Board 41 2002 All Agriculture Subjects LANGUAGES Proficiency in English Proficiency in Hindi Proficiency in German

1. . EXPERIENCES: Six month experience in Rural Agriculture work experience (RAWE)

Two month training in office automation . from MINISTRY OF SMALL SCALE INDUSTRIES.ALLAHABAD.

7 days Military training from Amity military school Manesar (Haryana).


54

EDUCATIONAL TOUR AND VISITS

PARAG DAIRY ALLAHABAD IFFCO INDUSTRIES PHUL PUR (ALLAHABAD) I.V.R.I BAREILLY(U.P) CENTRAL INSTITUTE OF MEDICINAL &AROMATIC PLANTS( LKO)

PERSONAL DETAILS

Date of Birth: : 02 Sep 1987 Father name : : Shri Ram pal Singh Father occupation: : Agriculture Marital status: : unmarried Nationality : Indian Linguistic ability : : Hindi, English, German. Hobbies: : Gardning Playing Cricket Permanent address: : GAURAV KUMAR S/O Shri RAM PAL

SINGH Vill : DITHOKA, Distt.- BAREILLY (UP)

Pin .-243503 Email ID: : [email protected] Contact no: : 09451822907

REFRENCES:

1 Dr. ARUN BHADORIA 2 Dr. S.N. VERMA COODINATOR OF MBA(AB) PRINCIPALAMITY UNIVERSITY K.A.D.COLLEGE (DELHI) (ALLAHABAD)

AMITY UNIVERSITY, Delhi Campus, Viraj Khand – 5, Gomti Nagar Scheme,Delhi 226010. Phone. 0522 – 2721931, 32 Website: www.amity.edu


55

market survey and sales promotion strategy of amul liquid dahi

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