mkt buying behaviour of amul ice cream
TRANSCRIPT
1
A PROJECT
ON
“A STUDY OF BUYING BEHAVIOUR OF AMUL ICE-CREAM, NEW DELHI”
Submitted in partial fulfillment of the requirement of Master of Business Administration, Distance Education,
Guru Jambheshwar University of Sci. & Tech., Hisar
Research Supervisor: Submitted by:Name : Atul Sharma Name of Candidate : ArvindDesignation : Faculty Enrolment No. : 08061122120Institution : ODM , Gurgaon Batch : 4th Sem, Mkt
SESSION 2008-2010
DIRECTORATE OF DISTANCE EUDCATIONGURU JAMBHESHWAR UNIVERSITY OF SCI. & TECH., HISAR
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ANNEXURE – III
CERTIFICATE
This is to certify that Mr. Arvind, Enrollment No. 08061122120 has proceeded under by supervision his/her Research Project Report on “A study of buying behaviour of Amul Ice-Cream, New Delhi.” in the specialization area “Marketing”
The work embodied in this report is original and is of the standard expected of an MBA student has not been submitted in part or full to this or any other University for the award of any Degree or Diploma. He/she has completed all requirements of guidelines for Research Project Report and the work is fit for evaluation.“Certified that the work done by the candidate is original and is of the standard expected of an MBA student.”
Signature of Supervisor/Guide (with Seal)
Name : Atul Sharma
Designation : faculty
Organization : ODM, Gurgaon
Forwarded by Head/Director of Study Centre (With Signature, Name & Seal)
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DECLARATION
I Arvind, Class MBA –IV Semester of Guru Jambheshwar University of Science & Technology Hisar hereby declare that the project entitled “A study of buying behaviour of Amul ice-cream, New Delhi.” is an original work and the same has not been submitted to any other institutions for the award of any other degree. The interim report was presented to the Supervisor Mr. Atul Sharma and the pre-submission presentation was made. The feasible suggestion has been duly incorporated in consultation with the supervisor.
ARVIND
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ACKNOWLEDGEMENT
A company’s implant welfare facilities have been kept in the course curriculum of the management program, so that the candidates can get to know about the corporate world, industries. Also one gets a chance to visualize practically what has been taught theoretically. The welfare facilities in a reputed concern like Crew were itself a great learning experience.
I would like to thank Mr. Manish Tiwari, Manager – Mkt for assigning me a project to work on and for the help and guidance offered by them during my project work. Working with them was really a very good & learning experience. I would like to thank all other staff members of Mkt Dept, without their help it would have very difficult for me to carry out any of my work successfully.
ARVIND
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PREFACE
Using a new` paradigm based on proper integration of formal teaching and actual practice has introduced under university provision for six weeks long observational study in itself so as the students could begin to have the feel of the business environment right in the be beginning.
The advantage of this sort of integration (welfare programme), which promotes guided adjustment to corporate culture, functional, social and norms along with formal teaching are numerous. It is actively and ultimately concern with all personnel or managerial activities. It is an integral part of the whole management programme with all its main activities functionally related.
Training is a practical and vital necessity because, a part from the other advantages mentioned above, it enables to develop and rise with in the organization and increase the market value, earning power and job security. It moulds the employee’s attitude and helps them to a better cooperation and a greater loyalty to the organization. The management is benefited in the sense that higher standard of quality are achieved and stimulate progress of employees.
As we take more activities to solve employee’s problem similarly training is required to solve our organizational problems.
Arvind
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TABLE OF CONTENTS
S.R.No. TABLE OF CONTENTS Page Nos.
1 INDUSTRY PROFILE 072 COMPANY ROFILE 113 REVIEW OF OBJECTIVE 344 RESEARCH METHODOLOGY 365 SCOPE OF STUDY 416 DATA ANALYSIS 437 LIMITATIONS AND FINDINGS 568 RECOMANDATION &
SUGGESTION59
9 CONCLUSION 6510 QUESTIONNAIRE 7411 BIBLIOGRAPHY 76
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IndustryProfile
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Industry ProfileIndustry Profile
FMCG is one of the fastest growing and dynamic industries in the world. And
Indian market is the one of the most competitive markets in the world. There's a
saying in the industry that goes "everyone has to eat." To this I would add "and wash
their clothes and brush their teeth." FMCG generally include a wide range of
frequently purchased consumer products such as milk, butter, sweets, and other dairy
products like ice-creams, as well as others such as pizzas.
Unlike other economy sectors, FMCG share float in a steady manner
irrespective of global market dip, because they generally satisfy rather fundamental -
as opposed to luxurious – needs
In its endeavor to become a food brand, the relationship that Amul enjoys with
other farmer based co-operatives all over the country is its biggest strength. With a
vision to give the farmers the best price for his milk, Amul also serves its consumers
the lowest price for the product he buys. Amul, as a brand, is worthy of the trust of
1,000 million Indians. Amul is everywhere from paneer to gulab jamun, milk to
curd, cheese to pizzas, and confectionary to ice cream mixes and baby-food to ice-
creams. Amul’s ambitions have put it squarely in the radar of MNC’s.In order to
develop a deeper understanding and greater penetration in the industry. Amul has re-
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segmented its market further into schools, airports, gyms, hotels, restaurants, and
much more.
The project allotted to us is a blend of various management tools. Wherein we have
to study as to why the sales of Amul pizzas and paneer is not increasing as fast as its
potential. By applying the marketing tools and techniques of 4 P’s, promotion,
logistics and supply chain management etc., we have to create a business plan
through which sales of these products could increase. In this we have to visit/re-visit
retailers, wholesalers and dealers so as to learn the problems faced by tem and try to
convince them. And show the success of the plan by practically applying it in the
market.
I also tried to gain the information about the problems faced and take accurate
actions for timely and adequate redressal of any problem
OBJECTIVES:
Since the project allotted to us was focused primarily on the performance of the
products i.e. Amul’s frozen pizzas, Amul’s frozen paneer and Deep Freezer which
comes under Amul’s HADF scheme. Our main objective is to identify the changing
needs and demands of consumers and increase the sales of Amul Ice Cream and
Deep Freezer So the objective of the project should be such that, after the
completion of the project one can easily tell that where is the inclination of the
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retailers wholesalers and distributors. The sales team of GCMMF assigned me this
project with the following broad objectives.
To find out the brand awareness.
To find out availability and supply.
To find out the factors affecting purchase of Ice cream.
To determine the quality of service provided by the distributor.
Comparative study of competitors.
To find out quality distributor.
To determine the quality of product.
6: -to find out market share of various type of Ice cream.
SIGNIFICATION AND NEED OF THE STUDY :
The current study will help the management to know its strength and weakness in
distributor and sales of the Ice cream. As the project is based on the responses of
retailers and way of working of distributors it will help in giving a boost to the sale
of various types of Ice Cream and increase the efficiency of distributors.
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CompanyProfile
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COMPANY PROFILE
NAME OF THE COMPANY:
Gujarat Co-operative Milk Marketing Federation Limited
HEAD OFFICE:
Gujarat Cooperative Milk Marketing Federation,
PO Box 10, Amul Dairy Road, Anand 388 001, Gujarat, India
Phone NOs :(+91) (2692) 258506, 258507, 258508, 258509
Fax no. (+91) (2692) 240208, 240185
Email: Corporate: [email protected]
Exports: [email protected]
Careers: [email protected]
BRANCH OFFICE:
Gujarat Co-operative Milk Marketing Federation Limited
24/1, D Block
Institutional Area, Jankpuri
New Delhi-110058
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HISTORICAL BACKGROUND
Mission statement:
“The development of farmers, nutrition of the nation and heart in heart the real development of India“
The story of Amul (Anand Milk Union Limited) began way back in 1946 as an
offshoot of the freedom movement with an aim to do away with the exploitation of
middlemen in milk collection and give the villagers the best returns for milk. Amul
began the dairy cooperative movement in India and formed an apex cooperative
organization, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF),
which is jointly owned by some 2.2 million milk producers in Gujarat, India. Now,
not only had the milk collection and the number of co-operative members increased
but Amul was also giving a stiff challenge to the multinationals.
Consider this: Amul was a leader in baby food, dairy whiteners, cheese and ice
creams. It held an 86 per cent market share in butter. Exports of milk and milk
products were Rs. 80 crore per annum. This was certainly a giant leap when one
considered that in 1946 when it began, it had only two village societies and a
collection of 247 liters of milk daily. The primary goal of Dr. V. Kurien, Chairman
GCMMF, the “Milkman of India”, had been to build a strong Indian society through
an innovative cooperative network, to provide quality service and products to end-
consumers and good returns to the farmer members. Kurien averred, “We have
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traversed a path that few have dared to. We are continuing on a path that still fewer
have the courage to follow. We must pursue a path that even fewer can dream of
pursuing. Yet, we must. We hold in trust the aims and aspirations of millions of our
countrymen.”
In addition to the well-thought out cooperative movement, information technology
(IT) had played a significant role in developing the Amul brand. The logistics behind
coordinating the collection of some 6 million liters of milk per day from 10,755
separate Village Cooperative Societies throughout Gujarat and then storing,
processing and producing milk products at the respective 12 District Dairy Unions,
were awesome. The installation of 3000 Automatic Milk Collection System Units
(AMCUS) at Village Societies to capture member information, milk fat content, the
volume collected and amount payable to each member proved invaluable in ensuring
fairness and transparency throughout the whole Amul organization.
Amul needs to strengthen and extend our own distribution reach. Amul Preferred
Outlets are going to be a crucial instrument in our hands both to counter the
onslaught of the organized retail wagon, as well as to deliver the total brand
experience of Amul to the consumers under conditions controlled by Amul.
On his visit to Anand in 1965, the then Prime Minister of India, Lal Bahadur Shastri,
was impressed by what he saw—a system that procured, processed and delivered
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high quality milk to distant markets cost efficiently. Shastri could also see the
difference that the income from milk had made to the standard of living of farmers
in the area. What impressed him the most was that Amul had done all this without
government assistance, in marked contrast to a number of government sponsored
dairy programmes that were doing poorly in terms of procuring and marketing good
quality milk and boosting farmers' incomes. Shastri asked Dr Kurien to replicate
Anand's success all over India.
Backdrop to Operation Flood
India has traditionally been known as the land of 'milk and honey'. Dairying was an
important contributor to the village economy in ancient India. Much folklore has
been woven around the people involved in this profession. Gradually, however,
dairying lost its charm in the face of competition from many other professions that
surfaced after the effects of the industrial revolution started to show in India.
Operation Flood
The objectives of Operation Flood can be summarised as follows:
1. To enable each city's liquid milk scheme to restructure and capture a
commanding share of its market
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2. To identify and satisfy the needs of milk consumers and producers, so that
consumers' preferences can be fulfilled economically and producers can
obtain a larger share of the rupees paid by consumers for their milk
3. To facilitate long-term productive investment in dairying and cattle
development
MISSION STATEMENT
“THE DEVELOPMENT OF FARMER, NUTRITION OF THE NATION AND
HEART IN HEART, THE REAL DEVELOPMENT OF INDIA”
MAIN COMPETITORS OF AMUL
MOTHER DAIRY
CREAM BELL
KWALITY WALLS
VADILAL
REACH OF AMUL…….
The dairy cooperative network is owned by nearly 12 million farmer
members.
These producers are grouped in nearly 1,08,574 village-level dairy
cooperative societies.
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The societies are grouped in 170 district-level unions spanning 338 districts.
The unions make up 22 state-level marketing federations.
PROMOTERS AND BACKGROUND
VENDORS / SUPPLIERS
Delhi
Welcome you to the Top Retailers for Amul at Delhi.
Morning Store (P) Ltd
Gogias Department Store
Taste
Defense Bakery
Mallik Store
Defense Store
Laxmi Deptt -Store
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Delhi - Morning Store (P)Ltd
Estd. in 1965
Harish Malik (Owner)
Address:
M-41, Greater Kailash -I(Market),
New Delhi, 110048
Tel: 6484318
Super Market
Owner's Comments: Buy quality with
difference
Delhi - Gogias Department Store
Estd. in 1997
Hemant Gogia (Owner)
Address:
280 I.N.A Market,
New Delhi, 110 023
Tel: 4624929Grocery items, ice cream,
fresh fruty Owner's Comments
DEMAND – SUPPLY ANALYSIS
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The Upside
Increasing awareness: As India enters an era of economic reforms, agriculture,
particularly the livestock sector, is positioned to be a major growth area. The fact
that dairying could play a more constructive role in promoting rural welfare and
reducing poverty, is increasingly being recognized. For example, milk production
alone involves more than 70 million producers, each raising one or two
cows/buffaloes. Cow dung is an important input as organic fertilizer for crop
production and is also widely used as fuel in rural areas. Cattle also serves as an
insurance cover for the poor households, being sold during times of distress.
Supply matches demand: Efforts to increase milk production by dairy farmers are
strongly influenced by the degree to which demand signals are transmitted through
the marketing system. Cooperatives have played an important role in transmitting
the message of urban market demand to them. Since the demand in the urban
scenario is rapidly increasing so is the supply generated by the farmers.
Surplus capacity: Further, the new dairy plant capacity approved under the Milk &
Milk Products Order (MMPO) has exceeded 100 million lpd. The new capacity
would surpass the projected rural marketable surplus of milk by about 40 per cent by
2005 AD.
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The Downside
Technological gaps: Several areas of the dairy industry can be strengthened by the
induction of state-of-the-art technologies from overseas. Those who bring in new
technologies or sign joint ventures with foreign companies stand to benefit the most.
To make the best out of the present situation, the following areas require immediate
remedial action on the part of dairy entrepreneurs:
Raw milk handling needs to be upgraded in terms of physico-chemical and
microbiological attributes of the milk collected. The use of clarification and
bactofugation in raw milk processing can help improve quality of the milk products.
Better operational efficiencies are needed to improve yields, reduce waste, minimize
fat/protein losses during processing, control production costs, save energy and
extend shelf-life. The adoption of Good Manufacturing Practices (GMP) and
HACCP would help manufacture milk products conforming to international
standards and thus make their exports competitive.
R&D ACTIVITIES
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Some areas of Indian dairy industry can be strengthened by the induction of
specialized technologies and equipment from overseas. These include:
Raw milk handling: It needs to be upgraded in terms of physico-chemical
and microbiological attributes of the milk collected. The use of clarification and
bactofugation in raw milk processing can help improve quality of the milk products.
Milk processing: Better operational efficiencies are needed to improve yields
and reduce wastage, minimize fat/protein losses during processing, control
production costs, save energy and extend shelf life. The adoption of GMP (Good
Manufacturing Practices) and HACCP (Hazard Analysis Critical Control Points)
would help manufacture milk products conforming to international standards.
Packaging: Another area is the range of packing machines for butter, cheese
and the like. Better packaging can help retain nutritive value of products packed and
extend shelf life. A cold chain distribution system is needed for proper storage and
transportation of dairy products.
Value-added products: There's immense scope for value-added products like
desserts, puddings, custards, sauces, mousse, stirred yoghurt, nectars and sherbets.
In this 21st Century, the Indian dairy industry has set its goal to better manage its national
resources for enhancing milk production and upgrading milk processing through newer
technologies. Multinational dairy giants can carve a niche for themselves in this challenging task
— a win-win situation that can be won!
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01 Fluid Milk 46.0%
02 Ghee 27.5%
03 Butter 6.5%
04 Curd 7.0%
05 Khoa (Partially Dehydrated Condensed Milk) 6.5%
06 Milk Powders, including IMF 3.5%
07 Paneer & Chhana (Cottage Cheese) 2.0%
08 Others, including Cream, Ice Cream 1.0%
Total 100%.
COMPARISON AMONG AMUL AND COMPETITORS
Hindustan Lever Ltd (HLL) is confused about its ice-cream strategy. Some
time ago it announced that it was focussing on the mass market with its softy
ice-creams. However, there were recent reports that the company is refocusing
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on the premium segment because of stiff competition from the likes of Amul,
Mother Dairy and Vadilal. There is also speculation that HLL will ultimately
be wiped out from the ice-cream segment by rivals. Also, Amul ice-cream has
come to Delhi, and instead of just two marketers, Mother Dairy and Kwality
Walls, there is now a third player. That's more bad news for HLL.
HLL is certainly not confused about its ice-cream strategy. Its goal is market
leadership in terms of money value. A heterogeneous market, such as ice-cream, can
only be measured by the money spent on the category and not by volume or weight.
Unilever, the major shareholder in HLL, is the world's largest ice-cream company
selling in more than 80 countries (could be more, by now), mainly under the brand
name Walls. It also purchased recently a premium brand, Ben & Jerry, which is
nearly an icon in the U.S . This ice-cream is made only from natural material in a
variety of unique flavours and is extremely popular in the US.
HLL is the largest seller of ice-creams in India with a market share of over 50 per
cent. However, the market is small, particularly, compared to its potential as the per
capita consumption of ice-cream in India is even lesser than Pakistan and Sri Lanka.
Hence, on the one hand, HLL is playing the role of creating the market while
ensuring it does not happen only in terms of new customers but also customers
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upgraded to better quality ice-cream and ice-cream specialties which add to both
topline and bottomline.
HLL, a company will be driven out of the ice-cream market. Ice-cream is the major
Unilever category, Walls is a major Unilever brand and India is a major Unilever
country. Moreover, for a brand that owns half the market by value, any talk of
exiting the brand is premature if not downright foolish.
HLL is disappointed with its performance to date in so far as profits are concerned.
In fact, the latest balance sheet which shows profit results by the business group
indicates a loss for this category. But new businesses do need nurturing and Kwality
Walls is no exception. The business needs a strong supply chain, cost control,
outstanding products in every category and lots of innovation and determination.
MARKETING POLICIES
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Following are the marketing strategies, which made Amul “The largest selling milk
brand of Asia”
1: The Taste of India’s umbrella branding
Amul is the common brand for most product categories produced by various union
producing liquid milk, milk products butter, Ghee, cheese, sweets and ice cream. By
insisting on an umbrella branding GCMMF not only skillfully avoided inter union
conflicts but also created an opportunity for the union members to cooperate in
developing product.
The application of umbrella branding also helped to make popular a new among
customers.
2: The Taste of India’s higher value products
Beginning with liquid milk, GCMMF enhanced the product mix through the
progressive addition of higher products while maintaining the desired growth in
existing products. Despite competition in the high value dairy product segment
from firm such as Hindustan Lever, Nestle, Britannia ,GCMMF ensures that the
product mix and the sequence in which Amul introduces its products is consistent
with the core philosophy of providing milk at a basic affordable price.Also margin
on its every product is very low so that the products become reachable to common
man.
3: The Taste of India’s distribution network
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Amul products are available in over 500,000 retail outlet across India through its
network of over 4000 distributions. There are 47 depots with dry and cold
warehouse to buffer inventory of the entire range of product.
4: The taste of India’s milk parlours.
Amul has recently entered into direct retailing through “Amul utterly Delicious
parlours”, which are run by company or its wholesale dealers in order to come close
to the customer.
5:Taste of India’s collaboration with WAL-MART.
Before 3 years G.CX.M.M.F had signed an agreement with WAL-MART to stock its
shelves with products under its Amul Brand name. It is a proof that the taste of India
has finally arrived to foreign soil.
Wall mart which has more than 3600 store in U.S and another 1000 internationally
to will sell Amul dairy product to attract Indian community. Amul has already
traveled to India’s neighboring countries.
Amul’s export strategy seems to be paying off. In fiscal 2005-2006Amul innovative
marketing strategy achieved around a 13% increase in sales.
The year ended with an export turnover of Rs 134.24 crores which is the highest
ever by any Iny Indian dairy products exporter.
6: Taste of India’s advertising campaign
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Since 1967Amul products mascot has been the very recognizable .The Amul Baby
showing up on hoardings and products wrappers with the equally recognizable
tagline “Utterly Butterly Delicious Amul”
The Amul ads are one of the longest running ads based on a humors theme. The
consistency also fetched the campaign an entry in to the Guinness Book of World
Record for being the protagonist of the longest running campaign ever.
The clock currently says 39 years. Amul mascot’s helping Amul products to become
popular among customer. Amul advertisement that use puns and draws heavily on
contemporary issue. Research indicates that humorous appeal help in achieving the
goal of getting attention.
GCMMF aims to market the dairy and agricultural products of co-operatives
through:
common branding
centralised marketing
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centralised quality control
centralised purchases and
efficient pooling of milk.
GCMMF has declared that its business philosophy is as follows:
to serve the interests of milk producers and
to provide quality products that offer the best value to consumers for money
spent.
MILK PROCUREMENT
Total milk procurement by the Member Unions during the year 2006-07 averaged
67.25 lakh kilograms (6.7 million kg) per day, representing a growth of 4.5 per cent
over 64.38 lakh kilograms (6.4 million kg) per day achieved during 2005-06. The
highest procurement as usual was recorded during January 2007 at 84.09 lakh
kilograms (8.4 million kg) per day. This increase in milk procurement is very
impressive, keeping in mind the massive loss suffered by our farmers due to floods
during the monsoon season, specially in Surat district.
EXPORTS
Amul exports have grown at over 13 percent during the year. The year ended
with an export turnover of Rs 134.23 crores which is the highest ever by any Indian
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dairy products exporter. Consumer products as well as bulk powders have
contributed equally to the growth. Lower subsidies in EU have helped its powders
compete better in the international market. This has shown that its future in
International market shall be brighter as subsidies are reducing slowly.
POUCH MILK
Amul pouch milk continued to be the largest contributor to our turnover with
annual sales of about Rs. 900.00 crores (Rs. 9.00 billion) during 2005-06 as against
Rs. 626.00 crores (6.26 billion) during previous year implying a growth of about 31
percent.
During the year 2005-06, Amul has introduced pouch milk in Kanpur,
Lucknow and Bhopal markets and the response received from consumers is
overwhelming. They are also planning to focus on distribution expansion and
consumer awareness in the existing metro markets of Kolkata, Delhi and Mumbai.
Amul’s objective in launching milk in pouches in these and other markets across the
country is two-fold. Firstly, Amul as a brand has a very strong association with
liquid milk in the consumers’ mind. Thus, launch of liquid milk always prepares the
ground for penetration of other dairy products in these markets. This leads to market
expansion. Secondly, it has been empirically proved that all cooperative milk brands
gain from this market expansion. No cooperative has lost sales consequent to launch
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of Amul Milk in its market. Thus, our objective in launching milk across India is
also to strengthen the cooperative movement while precluding market takeovers by
Multi National Corporations. It is also of significance that we have been following
the practice of local procurement of milk in all markets. Needless to say, it leads to
higher demand and better returns for the produce of local dairy farmers – leading to
overall development of regional economies.
SALES
During the year, sales of Amul Federation registered a growth of 13.4 per cent to
reach Rs. 4,277.84 crores (Rs. 42.77 billion). This is an extremely impressive
growth, when viewed from the perspective of 29 per cent growth that Amul had
achieved last year. In global terms, Amul has now become a billion dollar
organization. Sales of Amul Milk in pouches have grown by 40% in value terms.
Similarly, sales of Ghee in Amul and Sagar brands have also grown by 28%. UHT
Milk has also shown an impressive value growth of 25%. With the highly successful
launch of Amul Kool Café, sales value in the Flavoured Milk segment has seen an
exponential increase of 55%. Amul reaffirmed its status as the undisputed leader in
Ice-cream segment, by registering impressive growth in sales. In line with its policy
of continuous innovation, Amul has launched Probiotic and Sugar-free Ice-cream to
cater to the growing health conscious segment.
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DISTRIBUTION NETWORK
Overall economic growth, higher disposable incomes, changing attitude of
consumers towards spending, various alternative consumption forms, and emergence
of Organized Retail throws up challenges and also opportunities to the Distribution
function of Federation. To keep pace with the changing market scenario, in the
previous years, Amul has increased its distribution network in small towns. During
this year Amul has divided markets into 14 segments to ensure improved availability
of its products. Improved distribution focus on newly launched products was on top
of its agenda. Its product lines were divided into Main Line and New Line. Separate
distributors were appointed during the year exclusively for New Line. For specific
product categories also exclusive distributors have been appointed. Separate
manpower has been earmarked for each line.
INFORMATION TECHNOLOGY INTEGRATION
GCMMF has further advanced its Information Technology solutions by enhancing
its customised ERP System (EIAS & Web EIAS) to improve its operational
efficiencies.
“Communication” is the key word to achieve highest level of performance in today’s
competitive business environment. To strengthen the Business Linkages with the
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business partners of GCMMF, we have deployed “Amul e-Groupware System”. The
said system facilitates two-way Online communication with the business partners
and helps in improving the performance.
It has also successfully deployed Customer Relationship Management (CRM)
solution with a personalized mailing list manager. The said system helps Amul in
informing a large number of customers about its product launch, consumer schemes,
recipes etc. instantly and get their feedback.
Amul has recently entered into direct retailing through "Amul Utterly Delicious"
parlours created in major cities Ahmedabad, Bangalore, Baroda, Delhi, Mumbai,
Hyderabad and Surat. Amul has plans to create a large chain of such outlets to be
managed by franchisees throughout the country. We have created Amul Parlours at
some prominent locations in the country, which are run by the company or its
wholesale dealers:
1. Delhi Metro Rail Corporation
2. The Somnath Temple
3. National Inswtitute of Design
4. Infosys Technologies in Bangalore, Mysore & Pune
5. Wipro campus in Bangalore
6. L.J. College, Ahmedabad
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7. Ahmedabad Airport
8. Surat Municipal Corporation
9. Delhi Police
10.Gujarat State Raod Transport Corporation
11.Jubilee Mission Medical College, Trichur, Kerala
12.Sanjay Gandhi Hospital Parlour, Amethi
13.Indian Institute of Management, Kolkata
14.Cafe Amul, MDG, Gandhinagar
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Review ofObjective
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Amul manufactures its ice cream in Borada diary plant. Its supplies material like Milk from different places of Gujrat to Baroda dairy. When ice cream is full prepared and packed than it’s transferred to different states via air conditionedTrucks.theC&F The ice cream is fully prepared and packed than it’s transferred to different states via air- conditioned trunks. The C&F agents store it in big deep freezer rooms. FromC&F the ice cream is delivered to different distributors. And from distributors the ice cream is delivered to different retailers and sub retailers. And finally the customers purchased from the retailers.
Retailers includes the all the activity involved in selling goods or service directly to Final consumer for personal, non- business, use. A retailer or retail store is any business enterprise whose sales volume comes primarily from retailing.
Any organization selling to final customers – whether it is a manufacturer, wholesalers, or retailers – is doing retailing. It does not matter how the goods or service are sold or where they are sold . Consumers today can shop for goods or service in a wide variety of retail organization . There are store retailers, non-store retailers and retailer’s organization perhaps the best –known type of retailers is the Department store . The most important retail stores are:
Specialty store: Narrow product line with a deep assortment
Departmental store: Several product lines with each line operated as a seprate department managed by specialist buyers.
Super market: Relatively large , low-margin ,high volume ,self service Operation designed to serve total needs for food, and household products.
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ResearchMethodology
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METHODOLOGY
Methods of Data Collection
There are several different methods of collecting data. These methods include:
Personal interviews or group surveys
Telephone surveys
Our main method of collecting data was through personal interviews that were
conducted generally in east region of new Delhi.
Research Instrument
Questionnaires are designed in two ways:
Structured
Unstructured
Structured questionnaires list close-end questions. These include multiple choice
questions which offer respondents the ability to answer "yes" or "no" or choose from
a list of severaler choices. Close-end questions also include scales refer to questions
that ask respondents to rank their answers at a particular point on a scale.
Unstructured questionnaires have open-ended questions. Respondents can
answer in their own words.
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Our questionnaire included both open-ended and close-ended questions and
few hybrid questions to extract maximum information regarding consumer’s
preference level, awareness level, usage level, satisfaction level and expectation
from the future refrigerator.
To get all the detail of present scenario of frozen Paneer and frozen Pizza
secondary data was collected. It was done from the following sources.
Distributor : The distributor of East Delhi shows me the details of retailer in that
area. We almost visited all the retailers near that area.
Retailers : Personal interviews were taken from the retailers about the quantity
and quality they sold. We talked them about the awareness of consumer and their
preferences. We also asked them about the quality of distribution services.
Consumer : We met some of the customer and asked them about the quality of
frozen Paneer and frozen Pizza.
Market Research : A research was conducted among retailer to get insight
information about Brand awareness, factors influencing purchase decision,
distribution services etc.
We have divided our project into two parts.
Field work
Analysis of retailer’s problem
39
FIELD WORK: Field work is the sole of the marketing and our project revolved
around the field work because our all objectives can be achieved by our field work.
Our area was Patel Nagar East, Patel Nagar West, Jhandewala. We visited market on
the daily basis and try to find out the problem faced by the retailers. Our main task is
to convince those retailers who are not ready to buy Amul Ice Cream because of
some attractive offers given by some other Ice Cream companies. So our task is to
open up the new retail outlets and introduce those retailers to the new schemes
launched by Amul like HADF (HAMARA APNA DEEP FREEZER SCHEME).
ANALYSIS OF RETAILER’S PROBLEMS: This was the section of our project
where we did the comparative study among all the ice cream companies like Amul,
Cream Bell, Kawality, Mother dairy, Vadilal etc.We compared all the new schemes
launched by the companies. Basically without understanding the pace of the market
we can not think about How to increase the sale of Amul ice cream. In this part of
project we came to know about many problems like Distribution system, supply
chain network, dissatisfaction of retailers regarding the new schemes launched by
Amul etc. Retailers are not satisfied with the cost of Deep Freezer; they said that the
other Ice Cream companies are providing free Deep Freezer. In market we come to
know that retailers are not aware with the current schemes launched by Amul, they
40
are not aware of the service quality of Amul”s there are many problems faced by the
retailers in the market.
A REPORT:-
“Ours is not a food company, it is an IT company in the food business. The
most efficient way of building links between milk producers and consumers so as to
provide the best returns for both is through IT and innovation.”- Amul.
A cooperative movement that has delivered a Rs. 2746 crore turnover and has been
planning actively to take it up to the 10000 crore mark.
Amul India limited and its team of energetic professionals have planned to
take on its competitors in ice-creams, chocolates, and other dairy products. On top of
all this, set up a retailing network that would be the toast of the town.
In 2001, Amul estimated that the contribution from value added products like
pizza, lassi and flavored milk would double from 15 per cent to 35 per cent. Out of
the entire milk procured, approximately 40 per cent is sold as liquid milk and 60 per
cent is converted to value added products. Pizzas had been estimated to sell 100,000
pieces a day. Flavored milk and ice-cream continued to be touted as success stories.
Plans for a nationwide launch of soups had also been announced. Ahmedabad was
reportedly selling 5000 litres of lassi a day.
HOUZZTHAT!!
41
Scope ofStudy
42
Scope of Study
To analyze the retailers perception about Amul ice cream .
To find the competitive edge of the company over the completions.
To analyze the market size of ice cream.
To study the consumers preference about different ice cream companies.
To study distribution channel of Amul.
To find out the marketing strategies for Amul.
To understand the which is the best one strategies for Amul.
To find out the market share as well as monopolies which is followed by
Amul.
43
DataAnalysis
44
Q1: Do you sell ice cream? a) yes b) no
Value Label AbsoluteFrequency
AbsoluteFrequencyPercentage
Valid Frequency
Valid FrequencyPercentage
1 = yes 122 61 122 612 = no 78 39 78 39
200 100 200 100
keep ice-cream
39%
61%
yesno
Conclusion: After the survey we came to know that 61% of all the retailers in East region of New Delhi sell one or more type of ice-cream. And 39% of retailers either do not wish to or of some reason
don’t keep ice-cream. The reason may vary from high initial cost to cost of
maintenance or in many cases lack of funds, as finance facility is not available.
45
Q1: Do you sell paneer? a) yes b) no
Value Label AbsoluteFrequency
AbsoluteFrequencyPercentage
Valid Frequency
Valid FrequencyPercentage
1 = yes 44 22 44 222 = no 156 78 156 78
200 100 200 100
keep paneer
22%
78%
yesno
Conclusion: After the survey we came to know that 22% of all the retailers in East region of New Delhi sell one or more type of paneer. And 78% of retailers either do not wish to or of some reason
don’t keep paneer. The reason may vary from high initial cost to cost of
maintenance or in many cases lack of funds, as finance facility is not available also due to greater competition and in meny cases strong local brands/ un branded paneer effect the sales of branded paneer.
46
Q1: Do you sell pizzas? a) yes b) no
Value Label AbsoluteFrequency
AbsoluteFrequencyPercentage
Valid Frequency
Valid FrequencyPercentage
1 = yes 104 52 104 1042 = no 96 48 96 48
200 100 200 100
keep pizzas
48%
52%
yesno
Conclusion: After the survey we came to know that 48% of all the retailers in East region of New Delhi sell one or more type of paneer. And
52% of retailers either do not wish to or of some reason don’t keep paneer. The reason may be that they do not have deep freezer and even can not buy it because of , high initial cost to cost of maintenance or in many cases lack of funds, as finance facility is not available also due to greater competition, un availability of ovens and in meny cases strong local brands unbranded paneer effect the sales of branded frozen pizzas.
47
Q: Which brand of these ice-creams do you sell?a) Amulb) Mother dairyc) Kwality walls d) Vadilale) Do not replied/ do not keep ice-creams
Value Label AbsoluteFrequency
AbsoluteFrequencyPercentage
Valid Frequency Valid FrequencyPercentage
1 = Amul 34 17 34 172 =mother dairy 44 22 44 223 =kwality walls 26 13 26 134 =vadilal 18 9 18 99 = do not keep 78 39 78 39
200 100 200 100
icecream brand
17%
22%13%
9%
39%
amul mother dairy kwaqlity wallsvadilaldo not replied
Conclusion: After the survey we came to know that
22% of total retailers keep Mother Dairy ice-cream17% of total retailers keep Amul ice-cream13% of total retailers keep kwality walls ice-cream 09% of total retailers keep vadilal ice-cream 39% of total retailers either do not keep ice cream or do not replied to our question
48
Q: Which brand of these pizzas do you sell?a) Amulb) Un brandedc) Any other d) Do not replied/ do not keep
Value Label AbsoluteFrequency
AbsoluteFrequencyPercentage
Valid Frequency
Valid FrequencyPercentage
1 = Amul 26 13 26 132 =un branded 18 9 18 93 =any other 16 4 16 49 = do not keep 148 74 148 74
200 100 200 100
brand of pizzas
13%
9%4%
74%
amulunbrandedany otherdo not replied
Conclusion: After the survey we came to know that9% of total retailers keep un branded13% of total retailers keep Amul ice-cream4% of total retailers keep any other 74% of total retailers either do not keep keep or do not
replied to our question
49
Q: Which brand of these paneer do you sell?e) Amulf) Mother dairyg) Gopal jih) Un brandedi) Any otherj) Do not replied
Value Label AbsoluteFrequency
AbsoluteFrequencyPercentage
Valid Frequency
Valid FrequencyPercentage
1 = Amul 8 4 8 42 =mother dairy 0 0 0 03 =gopal ji 50 25 50 254= un branded 26 13 26 135= any other 8 4 8 49= do not replied 108 54 108 54
200 100 200 100
brand of paneer
4%0%
25%
13%4%
54%
amulmother dairygopal jiun brandedanyotherdo not replied
Conclusion: After the survey we came to know that
0% of total retailers keep Mother Dairy ice-cream4% of total retailers keep Amul ice-cream25% of total retailers keep gopal ji13% of total retailers keep un branded4% of total retailers keep any other
50
54% of total retailers either do not keep ice cream or do not replied to our question
Q: Which company gives you best profit margin in ice-creams?a) Amulb) Mother dairyc) Kwality wallsd) Vadilale) Do not replied
Value Label AbsoluteFrequency
AbsoluteFrequencyPercentage
Valid Frequency
Valid FrequencyPercentage
1 = Amul 34 17 34 172 =mother dairy 62 31 62 313 =kwality walls 34 17 34 174 =vadilal 8 4 8 49 = do not keep 62 31 62 31
200 100 200 100
profit margin in ice-creams
17%
31%
17% 4%
31%
amul mother dairy kwaqlity wallsvadilaldo not replied
Conclusion: The population opinion of the retailers was a bit divided when it comes to profit margin.17% believed that Amul gives best profit margin and 17% believe that kwality walls gives best profit
51
margin. Mother dairy stands at 31% votes in terms of profit margin. 31% of respondents do not replied to our question.
Q: Which brand of these paneer gives you best profit margin?a) Amulb) Mother dairyc) Gopal jid) Un brandede) Any otherf) Do not replied
Value Label AbsoluteFrequency
AbsoluteFrequencyPercentage
Valid Frequency
Valid FrequencyPercentage
1 = Amul 26 13 26 132 =mother dairy 26 13 26 13
3 =gopal ji 8 4 8 44= un branded 70 35 70 355= any other 0 0 0 09= do not replied 70 35 70 35
200 100 200 100
profit margin in paneer
13%
13%
4%
35%0%
35%
amulmother dairygopal jiun brandedanyotherdo not replied
Conclusion: The population opinion of the retailers was a bit divided when it comes to profit margin.13% believed that Amul gives best profit margin and 35% believe that un branded gives best profit margin. Mother dairy stands at 13% votes in terms of profit margin.
52
Gopal ji stands at 4%.35% of respondents do not replied to our question.
Q: Are the customers aware of Amul’s frozen pizzas and frozen paneer? a) yes b) no
Value Label AbsoluteFrequency
AbsoluteFrequencyPercentage
Valid Frequency
Valid FrequencyPercentage
1 = yes 52 26 52 262 = no 130 65 130 659= do not replied
18 9 18 9
200 100 200 100
awareness level for pizzas/paneer
26%
65%
9%
awareun awaredo not replied
Conclusion: only 26% of the population in east region of new delhi is aware of amuls frozen pizza and frozen paneer. And a bulk of 65% is still un aware.
53
Q: Are you satisfied with the services provided by your areas Amul product distributor? a) yes b) no
Value Label AbsoluteFrequency
AbsoluteFrequencyPercentage
Valid Frequency
Valid FrequencyPercentage
1 = yes 106 53 106 532 = no 86 43 86 439= do not replied
8 4 8 4
200 100 200 100
level of satisfaction from the distributor
53%
43%4%
satisfiedunsatisfieddo not replied
54
Conclusion: 53% of the retailers in the region are satisfied with the distributor in that region. Whereas 43% were unsatisfied.
Q: How will you rate your experience with Amul on the scale of 5?1 2 3 4 5
Value Label AbsoluteFrequency
AbsoluteFrequencyPercentage
Valid Frequency
Valid FrequencyPercentage
1 0 0 0 02 80 40 80 403 70 35 70 354 34 17 34 175 8 4 8 49 8 4 8 4
200 100 200 100
rated
{I}0%
{V}4%do not rated
4%
{IV}17%
{II}40%
{III}35%
Conclusion: on the scale of 5 4% gave 5 out of 517% gave 4 out of 535% gave 3 out of 5
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40% gave 2 out of 50% gave 1 out of 54% do not responded to it
Q: How long you have been performing in the industry?a) less than 5 yrb) 5 – 15 yr
c) grater than 15 yr
Value Label AbsoluteFrequency
AbsoluteFrequencyPercentage
Valid Frequency
Valid FrequencyPercentage
1 = less than 5 yr
52 26 52 26
2 = 5 –15 yr 122 61 122 613= grater than 15 yr
26 13 26 13
200 100 200 100
existance in the industry
26%
13%61%
less than 5 yr
5 to 15 yr
grater than 15 yr
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LimitationAnd
Findings
57
Limitations
Limited time available for interviewing the responsible. As a result of this it
was not possible to gather full information about the respondents.
When I interviewed children and teenagers, sometimes they use to
Give answers under the influence of their parents or elders.
People are less interested in filling up questionnaire…
Non –cooperative approach and rude behavior of the respondents.
If the respondents answer does not falls between amongst the options given
It will turn up to be a biased answer.
Some time outlets and parlors owner did not give proper knowledge and time about
my queries.
Findings
From the research I found that in Central Delhi there are about 4 APO’S,8 A
class outlets & 20-25 small shops who purchase Amul ice-cream/products.
There are 4 APO (AMUL preferred Outlets) in Central Delhi which are the
exclusive AMUL outlets, they sell only AMUL products.
The price of AMUL ice cream as per with same other AMUL ice cream
The company has launched their ice cream quarterly
The consumer level of acceptance towards AMUL ice cream / product is
very high .
58
During the survey it was found that still there are 60% people who have not
tasted AMUL ice cream.
Lake of Awareness in consumer. Many people are not know about Amul ice
cream specially children and teenagers.
When I interviewed people then many of the people can not recall Amul ice
cream advertisements. It shows lake of Promotions Activity
There lake of Sales Promotions Activitivity i.e., extra weight, quiz contest
etc,
Mother Diary is main competitor and strategically better performer then
Amul.
I find the main thing is that “Amul” brand name has very good image in
consumer’s mind and they consider it as Pure & Good Product.
People who have tasted Amul Ice cream are not ready to purchase the same
because of improper availability.
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RECOMANDATION & SUGGESTION
ADVERTISMENT::
There is not a single TV advertisement for Amul’s Ice cream. To penetrate the
market it should prepare advertisement for the Ice Cream. Advertisement should
target women in which golden history of Amul can be shown.Amul mascot can also
be used, as it is very popular.
PRODUCT LINE::
Amul’s product range includes butter, ghee, ice cream and others.Amul’s butter is
big hit in region .So Amul can relate it’s Ice Cream with butter by giving a
promotional package of 100 gm butter & Ice Cream at price of Rs35
DISTRIBUTION::
What found that most of the retailers are selling other brands without any specific
reason? Just because they are selling it for the last 10-12 years ,they are doing it .So
if distributor go to the retailers and tell them about products and schemes ,they may
sell it’s Ice cream.
DISTRIBUTION SOLVING PANEL
Most of the retailers were having problems with the distribution like breach of
commitment; supply in the morning etc.So there should be a panel for solving
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disputes. Amul products are available in over 500,000 retail outlets across India
through its network of over 3,500 distributors. There are 47 depots with dry and cold
warehouses to buffer inventory of the entire range of products.
GCMMF transacts on an advance demand draft basis from its wholesale dealers
instead of the cheque system adopted by other major FMCG companies. This
practice is consistent with GCMMF's philosophy of maintaining cash transactions
throughout the supply chain and it also minimizes dumping.
Wholesale dealers carry inventory that is just adequate to take care of the transit time
from the branch warehouse to their premises. This just-in-time inventory strategy
improves dealers' return on investment (ROI). All GCMMF branches engage in
route scheduling and have dedicated vehicle operations.
SCHEMES::
Amul should provide attractive scheme to the retailers like free trip because if the
retailers will not be given something extra, they will not be interested in selling
Amul’s Ice cream.
PRICING::
Amul is selling its Ice cream at the same price as its competitors. While it is new in
the market. So Amul should adopt a Market Penetration Policy as reasonable margin
is there in this segment.
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UNIQUENESS
To show itself unique from other brands Amul can apply for a approval from Indian
dairy Association or Indian Medical association for its Quality.This approval can
increase its credibility among customers.
EXECLUSIVE OUTLETS
Amul’s exclusive outlets are very few compared to mother Dairy’s. So it should
more exclusive outlets as if customer wants to buy Amul’s butter(having larger
market share),he will buy milk also from the outlet. In this way Amul’s Ice-Cream
can increase.
On the basis of my experience, and the things that I learned during my summer
training period. I suggest following other recommendations to increase the sale of
Amul’s frozen Paneer and frozen Pizza.
Amul Prefer Outlets are good strategies to increase the sale but these outlets
are hardly seen means very less. So as more as outlet, it increases the sale of
frozen Paneer and frozen Pizza. This will help the company to come closer to
their customer.
Although this product is not very costly, but for higher segment group. So it’s
better to open outlets in good cities.
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To increase awareness among Consumer Company should distribute
brochures containing information about frozen Paneer and frozen Pizza
products. The brochures will help in eliminating peoples doubt about the
product.
Ti increase the sale volume its very important to win trust among consumers
and brand loyalty.
Despite good brand name Amul’s frozen Paneer and frozen Pizza is not
popular. Company should adopt schemes like free trail I think this would
definitely increase the sales volume. Like Amul butter which have 86%
market share in butter market and Amul butter is very popular among
consumer so when they get informed about the free trail of frozen Paneer and
frozen Pizza, they will think to buy it.
ABOUT HADF…
Amul claims to have already deployed 1,000-odd deep freezers in the last 15 days in
Delhi under its `Hamara Apna Deep Freezer (HADF)' scheme. Under this,
retailers are encouraged to buy their own deep freezers for vending ice creams, with
Amul negotiating a discounted price on their behalf with refrigeration companies
like Blue Star, Voltas and Carrier.
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This is as against the practice of the ice cream company itself providing the freezer
at the retailer's end, subject to the latter depositing a refundable security amount. "In
the HADF scheme, the retailer not only saves on the security deposit, but also enjoys
the flexibility arising from owning the asset and availing a direct five-year guarantee
from the manufacturer. These, together with our negotiating a discounted price on
their behalf, entails cost savings of Rs 5,000-8,000 per freezer depending on
capacity and make.
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65
CONCULUSION
66
CONCULUSION
FMCG is one of the fastest growing and dynamic industries in the country. Indian
market is one of the most competitive markets in the world. FMCG share floats in a
steady manner irrespective of global market dip, because they satisfy rather
fundamental- as opposed to luxurious needs.
The relationship which Amul enjoys with the stakeholders is its biggest strength.
With a vision to give its farmers the best price for his milk, Amul also serves its
customers the lowest price for the product he buys. In order to develop a deeper
understanding and greater penetration in the industry, Amul has re-segmented its
market into schools, gyms, hotels, restaurants and much more…
Since the project allotted to us was primarily focused on the performance of Amul’s
frozen pizza and frozen paneer in the eat region of New Delhi so the objective of the
project are kept such that it tries to cover the maximum possible area of responses.
It includes the factor effecting sales, quality of service provided by the distributor,
brand awareness, quality of the product and last but not the least, creation of demand
for Amul pizza and paneer.
To have a basic knowledge of pizza and paneer industry in NCR, we have done a
pilot survey in the region that helped us in designing the questionnaire.
67
The process began with meeting with the distributor in NCR specifically DK and
Anshul in east Delhi and KK in south Delhi.
They not only helped us in having a basic insight of the market but also guided us
about the ongoing trends and preferences of the consumer.
Moving one step further, we approached the retailers and inquired about the basic
problems faced by them and consumer complaints, expectations and various other
things.
The process took a couple of days, and after going through all this, I come up with a
questionnaire (shown in annexure).
The questionnaire consisted of various structured, un-structured and hybrid
questions.
Closed ended questions included questions with ‘yes’ and ‘no’ objectives, multiple
choice questions and rating on scale type questions.
In open end questions, respondent can answer in his own simple words.
And hybrid question is the combination of both open and close end questions.
The next stage began with filling of questionnaires by visiting different retailers in
various colonies, main markets and shopping complex.
To get all the details of the present scenario, data was collected from retailers as well
as distributors.
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After filling around 200 questionnaires, gaining a lot of information about the
industry and gaining a lot of experience, both good and bad, I came up with some
very interesting results that are not only shocking but shows somewhat the real
image of the industry.
When asked, whether the retailer keep ice cream pizza or paneer:
Only 61% retailers keep ice-cream.
Only 22% retailers keep paneer.
And 52% retailers keep pizza for sale.
This not only shows where the industry stands but also the small figures implies that
there is still a large market that is un-approached and un captured.
Whichever company tries for it, can easily take away a huge market share. What is
needed is proper exposure with lucrative schemes.
All the 3 products, i.e. ice cream, pizza and paneer, are the type of products that
require a deep freezer and minimum supply of electricity for running it.
Now, the reason why most of the retailers don’t wish to enter into this industry is the
high initial cost and the electricity supply in the region is also not very good.
I many cases people lacked funds and also the finance facility is excluded from the
offering so many people are not able to buy although they wanted to.
Also in the case of pizza, the market share enjoyed by the big fishes like pizza hut
and dominoes and the brand image developed by them is such that nay company
69
entering with a totally new concept of frozen pizza will definitely have to fight a lot
to pull the customer towards its product.
The retailers in this region seem to be quite spread out when talked about the brand
of ice cream they sell.
Of the sample, only 17% keeps Amul ice cream and 13% keeps Quality Walls
whereas just 9% keep Vadilal brand. The maximum market share is enjoyed by
mother dairy with 22%of the total market.
Probably the reason may be the presence of the mother dairy in that region and
probably its greater penetration in the market.
Also, after talking to retailers we came to know that mother dairy is giving away free
deep freezers to good and responsible retailers, which is the prime driving force for
the retailers to go for this brand.
And as told earlier, 39% do not keep ice cream or do not respond to our question.
Asking about pizza, as said earlier, 48% do not keep it whereas the remaining 52%
is divided as:
15% Amul
21% un branded
61% sell any other
Still Amul has to go a long way in pizza market. As it is recently launched and needs
a lot of publicity and promotion.
70
Talking about paneer:
78% of retailers do not keep paneer for sale, remaining 22% of retailers who sell
paneer are distributed I the following pattern:
Gopalji 7%
Un branded 7%
Amul 4%
Any other 4%
The reason of the greater sales of gopalji is probably because gopalji is said to be
more fresh and soft. It has better taste and sold fresh and not frozen. On the other
hand Amul is sold frozen.
Now comes probably the most important question, which in many cases determines
the interest of the retailer in selling a particular brand.
Profit margin:
31% believe that mother dairy gives the best profit margin in ice cream whereas 17
% believe that Amul gives the best profit margin to the retailers (17.5%).
17% says quality walls and 4% go with Vadilal.
31% has no opinion regarding this.
In case of paneer, 13% each go with Amul and Mother dairy whereas 35% believe
that by selling un-branded paneer they can make the best profit.
71
Now comes a question which each and every company is concerned about.
Its all about brand awareness and brand recall…
Surprisingly 65% of people are still not aware of Amul frozen products, i.e. either
pizza or paneer or both.
These products need a more focused promotion and positioning so as to make the
best return out of them.
What these products lack is the exposure, so the marketing department should take
the accurative measure for the prompt and appropriate redressal of this problem.
Talking about the level of satisfaction with the distributor, crowd seems to equally
divided.
But as the number of No’s is still 43% so the distributor should increase its
efficiency to satisfy the retailers.
At the end when we asked out respondents to rate Amul on the scale of 5:
35% rated 3
17% rated 4
04% rated 5
40% rated 2
So we can infer that Amul’s performance in east region of New Delhi I neither very
good nor very bad.
All in all, Amul is going average.
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Just to tell you about the respondent’s level of maturity and knowledge.
71% of our respondents are in this industry for more than 5 years.
This infers that they have vast knowledge of this area. And have seen the ups and
downs in the market, have much of experience and are closer to the consumers than
companies itself.
Even priceless will be an under statement for these four letters-AMUL. The first
thing that comes in anybodies mind when Amul is mentioned is butter. Yes, even
today Amul butter and it’s utterly bitterly polka dot chubby girl rule the breakfast
table of every Indian. In fact this cute girl and this Amul campaign, which has been
on for 30 years now, is all said to enter the Guinness book of world records for being
the longest running campaign.
Amul is the Brand of 25 lakh farmers of India and it is based on trust of people. This
brand is build over the last 50 years and has attained full confidence of consumers.
Now Amul is in the field of Ice cream and producing quality ice cream to its
consumers. Sensing the pulse of a now diet conscious customer, Amul has brought
about special wellness and diabetic ice cream in the light version that is more heart
friendly.Amul has also launched the concept of cyber store sensing the time
constraint of the new generation. This interface allows customer to get free home
delivery of Amul goods right at their doorstep.
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The competition has tried every trick in the trade to swipe Amul out of race, but
the maestro still continuous to rule the masses and that is Amul for you.
According to ICMR, the Brand within the category has been analyzed on the
parameter of Brand awareness, Brand image/perception and Brand loyalty on a scale
of 1-5 and was similarly rated by 3000 respondents.
RANK BRAND
AWARENESS
IMAGE &
PERCEPTION
BRAND
LOYALTY
BRAND
PERFORMANCE
BRAND
ASSOCITAION2006 2007
97 94 4.158 3.807 3.560 3.997 3.659
Questionnaire
74
QUESTIONNAIRE
We are management trainees in Amul, conducting a research on Amul’s performance as a dairy cooperative. Your participation is important. Please indicate your frank response. Your responses will be kept strictly confidential.Thank you!
Q.1. Do you sell any of these items,Ice-creams a) yes b) noPizzas a) yes b) noPaneer a) yes b) no
Q.2. If yes, Which brand of these items do you sell?Ice-cream Paneer Pizzasa) Amul a) Amul a) Amulb) Mother Dairy b) Mother Dairy b) Un-Branded c) Kwality walls c) Gopal Ji c) Any Otherd) Vadilal d) Un-Brandede) Any other e) Any other
Q.3. If no, then what is the reason behind not selling these products?
Q.4. Which Company gives you the best Profit Margin? (Please specify) Ice cream: Paneer:
Q.5. Are the customers aware of AMUL “Frozen Pizza” and “Frozen Paneer”? Do they wish to buy? If not, why?
a) Yes b) No
Q.6. What type of complaints do you encounter from the customer, regarding Amul Ice-cream, Pizza & Paneer?
75
Q.7. Are you satisfied with the services provided by your areas Amul Products Distributor?
a) Yes b) No
Q.8. How much will you rate your experience with Amul on the scale:
1 2 3 4 5Q.9. Would you like to suggest any improvement?
Respondent Demographics
Respondents Name/Outlet’s Name:
Address: ____________________________________________________
How long you have been performing in the industry?(a) <5 years (b) 5-15 years (c) >15 years
Phone No. : ______________ Mobile No. : _______________________
76
Bibliography
77
BIBIOGRAPHY
Basically all data have been collected through market research. And some
other sources of data collection are following.
MAGZINES
4Ps
BUSINESS WORLD
INDIA TODAY
BUSINESS TODAY
WEB SITES
GOOGLE.COM
ANSWER.COM
WWW.INDIADAIRY.COM/ZONE_IMPORTEXPORT.HTML
WWW.NEXTBILLION.NET
WWW.BIOGRO.CO.NZ/IMAGES/MILK
WWW.LATIMES.COM/BUSNESS
WWW.NDDB.ORG
GURUJI.COM
78
NEWSPAPER
THE HINDU
TIMES OF INDIA
ECONOMICS TIMES
INTERACTION WITH RETAILERS,DISTRIBUTORS AND
SHOPKEEPERS
-154-
IIMT, GREATER NOIDA