SUMMER INTERNSHIP PROJECT PRESENTATION ON AMUL ICE-CREAM

PRESENTED BY- SANTANU DEY (PGDM BATCH :- 2013-2015)

REGISTRATION NO.- PGDM/2013-2015/04/038

Roll No.: PGDM/2013/03/038

Project Title- Retail Penetration and Gap Identification of Amul Ice-cream

Objectives-

To help managers to identify their success on penetration strategies

To identify the gap of demand and supplyTo make a theoretical study of Customer

Relationship Management of the companyTo get the feedback from both retailers and

consumers

Sampling Methodology

Sampling units

DistributorsData type: Primary data Data collection method: Face to face interviewData analysis techniques: Frequency Distribution (Histogram in Excel)Sampling Technique: Random sampling technique

RetailersData type: Primary data Data collection method: Face to face interviewData analysis techniques: Frequency Distribution (Histogram in Excel)Sampling Technique: Random sampling technique

ConsumersData type: Primary dataData collection method: Online survey questionnaireData analysis techniques: Frequency Distribution (Histogram in Excel)Sampling Technique: Random sampling technique

FindingsFor Distributors- Madhusudan’s performance is great in spite of being only 3 months

old.

Both the distributors are incapable of making Amul refrigerator customer.

Advertising is very poor in both the distributor’s area.

Findings (Contd.)

For Retailers –

Retailors have numerous complaints on frequency of supply of product.

Maximum retailers have refused to buy Amul refrigerator because of full cash payment purchase.

Advertising is poor in retail outlets.

Number of Amul parlour (A.P.O.) is less.

Findings (Contd.)For Consumers – Mostly young age group prefers Amul Ice-cream

Chocolate, Vanilla and Butter Scotch are most favorable flavor.

More new flavors are requested.

Amul sugar free Ice-cream has gotten a good customer response.

Conclusions and recommendations

Company should increase it’s distribution channel.

Supply should be very good specially in pick seasons like summer.

More new flavors should be bought into market to attract more consumers.

Company should increase it’s advertising.

Refrigerator offer should be re-considered.

More promotional offer should be given to both customers and retailers.