Professional Documents
Culture Documents
Project Report
On
Submitted By
Mr.ABHISHEK S BANJARE.
(MBA BATCH 2009-10)
In Partial Fulfillment for the Award of
Degree of Masters in Marketing
Management
For
Pune University
Institue of Business Management &
Research,Pune
Year 2007-08
ACKNOWELDGEMENT
The project work has been made possible through direct and indirect co-
operation of various persons for whom I wish to express my appreciation
and gratitude.
I shall remain grateful to Ms………. for her incisive support and objective
guidance during the project. I am also grateful for the kind co-operation and
guidance provide by our Director Prof.Mr……. and Project Guide
Prof……, without which the project could not be completed successfully.
Once again I express my gratitude to Amul India, Pune for their kind co-
operation.
Last but not the least I thank my parents and friends who gave me moral
support throughout.
(Vinit A. Gade)
MBA-II
(IBMR,Pune )
TABLE OF CONTENTS
SR. NO. PARTICULARS PAGE NO
1-3
1. EXECUTIVE SUMMARY
2. INTRODUCTION
3. RESEARCH DESIGN
4. DATA ANALYSIS
5. GRAPHICAL REPRESENTATION
OF
DATA
6. CONCLUSIONS
7. SUGGESTIONS
8. LIMITATIONS
ANNEXURES
BIBLIOGRAPHY
CHAPTER I
EXECUTIVE
SUMMARY
EXECUTIVE SUMMARY
This project was carried out for the study of placement of Amiul Chocolates
and Shrikhand at Pune. This project has given us excellent chance to work
intimately with the organization and it is a wonderful and overwhelming
experience working with Amul, Pune.
The survey regarding market share shows that Amul India, leads the
market in Shrikand with competitors like Chitale, Gagangiri and Warna.
But, for the chocolate market it lags behind leaders like Cadbury, Nestle etc.
It shows that the retail margin is quite high for these products but the
distribution network has to built in more efficiently.
CHAPTER II
INTRODUCTION
Company Profile
Marketing Strategy
Channel of
Distribution
Product Profile
INTRODUCTION
This project includes the study of of Amul Chocolate and Shrikhand and
feedback from wholesaler, retailer and customer.
This project includes personal interview of wholesaler and retailers who sale
chocolate and Shrikhand in Pune District. Retailer’s and customer feedback
is an important aspect in this project.
GCMMF: An Overview
Breadspreads:
• Amul Butter
• Amul Lite Low Fat Breadspread
• Amul Cooking Butter
Cheese Range:
Pure Ghee:
Milk Powders:
Fresh Milk:
Curd Products:
Amul Icecreams:
Brown Beverage:
Milk Drink:
Health Beverage:
Marketing Strategy
Marketing Strategy is the total and unbeatable instrumental or a plan
shaped and desired specifically for attaining the marketing objectives of a
firm. a marketing mission and objectives tell us where we want to go and
marketing strategy provides the grand design for reaching out there.
Market
Market is ana atmosphere, a region , or a supra-system in which the
forces of demand and supply operate directly and indirectly to bring about
the title of goods and services. Market is an arrangement tat provides
oppurtionities of goods and exchange.
According to Prof.H.E.Michelle “Marketing is getting of buyers and
sellers in persons, by mails, by telephones, telegraphs or other means of
communications.”
Marketing
It is the phase of the business activity throughout which humans wants are
satisfied by exchange of goods and services.
Prof.Harry L.Hanson define “ Marketing” as process of discovering an
translating consumer needs and wants into products , services specifications
creating demands for these products and services and then, in term,
expanding these demand.
Philip Kotler says “marketing id=s the analysis, planning, implementation
and control of programs designed to bring desired exchanges with target
audience for the purpose of personal and mutual gain. It relies heavily on the
adaption and coordination of product, price, place and promotion for
achieving response.”
Strategic Planning
According to Philip Kotler “Strategic Planning” stands for the process of
developing and maintaining, a strategic fit between the organization goals
and capabilities market oppurtinuties.
1.Positioning the product into the minds of customers.
Competitors
A good position is :
1.What makes you unique? “Strategic Plannning” is the process of
examining a company’s market opportunities, allocating resources to
capitalize on those opportunities and predicting market and financial
performance that are likely to occur.
CHANNELS OF
DISTRIBUTION
In the field of marketing, channel of distribution indicates routes or
pathways through which goods and services flow, or move from product
from producer to the consumer. We can define formally the distreibution
channel as a set of independent activities involved in the movement or the
flow of goods and services from primary producer to the ultimate consumer.
Channel Function
A marketing channel performs the work of moving goods from producer to ,
place and position gaps that separate goods and services from those the
consumer. It overcomes the time, place and position gaps that separate
goods and services from those who wants them. member of marketing
channel perform a key functions-
They gather information about potential and current customer,
competitors and other factors and forces in the marketing
environment.
They develop and disseminate percussive communication to stimulate
purchasing.
They place order with manufacturer.
they assume risks connected with carrying out channel work.
Channel Levels
A zero level channel (also called as a direct marketing channel)
consists of manufacturers’s selling directly to the final customer.
A one level channel contains one selling intermediary, such as retailer.
A two level channel contains two level intermediaries. In consumer
markets, these are typically wholesaler and a retailer.
A third level channel contains three intermediaries.
Wholesaler
Wholesaler Jobber
Amul India comes under two level marketing channels, contains two
intermediares-
2nd Level
Manufacturer
Distributor
Retailer
End Consumer
PRODUCT PROFILE
Amul India has a variety of milk products, starting from milk to sweet
chilled Ice-creams and chocolates.
• Pasteurized Butter
• Processed Cheese
• Pure Ghee
• Shrikhand
• Nutramul
• Amul's Mithaee Gulab Jamuns
Shrikhand:
• Improves immunity
• Improves digestion
• Prevent gut infection
Amul Prolife sugar free Probiotic wellness dessert : LOW FAT LOW
CALORIE
Amul Prolife sugar free Probiotic wellness dessert has been made by
reduced fat content and sugar replaced with combination of low calorie
sweetner(Fructo-oligo saccharide and sucralose).These sweetners has very
low glycemic index because they sparingly gets digested by digestive
enzymes in stomach and small intestine. Amul Prolife sugar free wellness
frozen desserts has also been added with probiotic cultures which imparts a
gastrointestinal well being and health benefiting factor.
Low Fat : Amul Prolife Sugar Free delight is containing 50% less fat than
the normal ice cream.
Benefits:
Amul Chocos
Amul has launched pure milk chocolate bars, the Badam bar chocolates
which are completely made of Badam and the Fruit & Nut chocolate bars.
Best Impression
“First Impression is the Best Impression” – this Fruit & Nut Bar is packaged
in a pleasant dark ink blue color (a trademark color for all bar chocolates?)
on the upper half and a nice-looking yellow color at the bottom shining
wrapper with colorful prints of nuts and dry fruits which makes its
appearance very special and catchy !
Nutty
As the name suggests, the chocolate is rich in dry fruits and crusty nuts
which makes eating this crispy and crunchy choco bar a very delightful
experience.
Creamy
Ingredients
This Completely Choco Bar is made up of sugar, cocoa butter, milk solids,
chocolate mass, cocoa mass and permitted preservatives and has been
carefully manufactured meeting all the requirements under the PFA for
Boiled sugar confectionary.
GCMMF is the largest exporter of dairy products from India. We export our
products in consumer packs and bulk to USA, Singapore, UAE, Australia,
Bahrain, Qatar, Oman, Kuwait, Bangladesh, Madagascar, Yemen, Sri Lanka
etc. On a regular basis. We have won 9 awards consecutively from APEDA,
Govt of India.
Basic Information
Company Name: Amul India (Gujarat Co-operative Milk
Marketing Federation Ltd.)
We welcome you to meet the Top Retailers for Amul. Currently online are
Chennai and Calcutta. We will keep adding the different locations across the
country as the information comes in.
• Chennai
• Kolkata
• Nasik
• Jalgaon
• Aurangabad
• Delhi
• Raipur
• Jodhpur
• Udaipur
• Pune
• Siliguri / Durg
• Kota
S. NO. Companies
1. Hindustan Unilever Ltd.
ITC (Indian Tobacco
2.
Company)
3. Nestlé India
4. GCMMF (AMUL)
5. Dabur India
6. Asian Paints (India)
7. Cadbury India
8 Britannia Industries
Procter & Gamble Hygiene
9.
and Health Care
10. Marico Industries
Product Profile
Amul is the largest co-operative movement in India with 2.2 million milk
producers organised in 10,552 co-operative societies in 2003-2004. The
country's largest food company, Amul, is the market leader in butter, whole
milk, cheese, ice cream, dairy whitener, condensed milk, saturated fats and
long life milk. Amul follows a unique business model, which aims at
providing 'value for money' products to its consumers, while protecting the
interests of the milk-producing farmers who are its suppliers as well as its
owners. Despite being a farmers' co-operative, Amul has given
multinationals a run for their money. In butter, cheese and saturated fats,
Amul has remained the undisputed market leader since its inception in 1955,
by offering quality products at competitive prices. In other categories, Amul
has nullified its late mover disadvantage through aggressive pricing, better
quality, innovative promotion, and superior distribution.
Amul bought all the milk offered by the milk producer, made timely
payment, and shared with the producers the profit generated from marketing
the milk and milk products under the Amul brand name. This arrangement
offered an incentive to the milk producers to increase production and use
modern dairy techniques to enhance productivity, while lowering costs.
GCMMF decided to sell all its products under the Amul brand name. This
enabled GCMMF to spend just 1% of its turnover on advertising campaign
as against 6-7% that would be spent on promoting multiple brands. A few
products like ghee, milk and baby foods were also sold under the 'Sagar'
brand name for the local market and were not advertised nationally. Amul
was the market leader in butter, ghee, cheese, and dairy whitener right from
the start. Amul remained focused on three basic business principles: be
customer driven; adapt quickly to the changing environment; anticipate
change and act today to meet tomorrow's challenges. While entering new
product categories, Amul's game plan was to attack existing players through
aggressive pricing, better quality, and superior distribution.
PRODUCT LIST
Bread Spreads
Amul Butter Amul Lite
Utterly Butterly Low fat, low
Delicious Cholesterol Bread
Spread
Delicious Table
Margarine
The Delicious way to
eat healthy
Milk Drinks
Amul Kool Amul Kool Cafe
Powder Milk
Amul Spray Infant Amul Instant Full
Milk Food Cream Milk
Still, Mother's Milk is Powder
Best for your baby A dairy in your home
Amulya Dairy
Whitener
The Richest, Purest
Dairy Whitener
Fresh Milk
Amul Fresh Milk Amul Gold Milk
This is the most
hygienic milk available
in the market.
Pasteurised in state-of-
the-art processing
plants and pouch-
packed for
convenience.
Cheese
Amul Pasteurised Amul Cheese
Processed Cheese Spreads
100% Vegetarian Tasty Cheese Spreads
Cheese made from in 3 great flavours..
microbial rennet
Gouda Cheese
For Cooking
Amul / Sagar Pure Cooking Butter
Ghee
Made from fresh
cream. Has typical rich
aroma and granular
texture. An ethnic
product made by
diaries with decades of
experience.
Desserts
Amul Ice Creams Amul Shrikhand
Premium Ice Cream A delicious treat,
made in various anytime.
varieties and flavours
with dry fruits and nuts.
Amul Basundi
Health Drink
Nutramul Amul Shakti
Malted Milk Food Health Food
made from malt Drink
extract has the Available in Kesar-
highest protein Almond and
content among all Chocolate flavours.
the brown beverage
powders sold in
India.
Research Methodology
Research, particularly in social science contains endless word spinning and
too many quotations; end result though may be far from expectations. In
context of planning and development it is to be noted that it significant lies
in quality than quantity.
Research type:
This type of result is Descriptive research .Descriptive Research
includes surveys and fact finding enquiries of different kinds. The major
purpose of Descriptive Research is description of the state of affairs, as it
exists at present.
Research Design:
The survey was conducted for the Amul products where a
questionnaire was filled from the retailers, wholesaler and consumers. The
population and the samples were evenly divided in such a manner so as to
extract the best possible results within the given limitation.
Sampling Design:
The survey was conducted within a selected part of Pune region by
dividing the sample evenly. The whole of Pune region was divided based on
the number of wholesalers and retailers.
The questionnaire was designed by us and also with the help of panel
members of Amul.
Sampling procedures:
The procedure employed for conducting the survey is on random
basis.
The database was referred for carrying out the survey. First the areas
to be covered were decided and then the respondents were contacted
directly.
As the respondents filled the sheets, his/her view relating to his
expectation was also noted. This was done with the aim to gather the
information, which would provide related and relevant insights as to
what did the customer expect.
Limitations:
The sample size: The biggest limitation of the research is the wide
area of Pune region. Only 30% of the entire area was considered for
the research.
The survey was done in Pune city; hence if generalizations are to be
maid for other cities, some deviations might occur.
RESEARCH DESIGN
Interpretation of Data
Findings
1.Amul India has a market share of around 5% in
Chocolate industry for which the competitors
includes leaders like Cadburys & Nestle.
2.For Shrikhand market, Amul has a market share
of 30% which includes tough competition with
chitle, warna & Gagangiri.
3.The distribution Network of Amul India has to
be more efficient as compared top others.
4.The Trade margin for Amul products is quite
Suggestions
GRAPHICAL
REPRESENTATION OF DATA
Fig.1
OTHERS
18%
NESTLE `
18% AMUL
16%
Explanation:
From the fig.1, we can see that, Amul faces a tough competiton eith the
leaders from chocolate industry like Cadbury & Nestle. Cadbury leads the
market of Chocolates with a market share of 48% and Amul with a share of
Market Share of Shrikhand in Pune Region
mere 16%.
Explanation:
From the fig.2, it shows the market share of shrikhnad in Pune region. The
fig. clearly reflects that the share of Amul Shrikhand holds a good position
after Chitale.DEALER'S
The market share FOR
MARGIN is about 30% of Amul,
CHOCOLATES 40%REGION
IN PUNE of Chitale , 20%
of Warna & 10% of Gagangiri.
BAR CHART SHOWING THE DEALER MARGIN Others, 10.00%FOR
10% CHOCOLATES IN PUNE REGION
9% Cadbury, 8%
8% Fig.3
7% Nestle, 5.86%
Cadbury
6%
Nestle
5% z Amul, 4%
Amul
4%
Others
3%
2%
1%
0%
Cadbury Nestle Amul Others
Competitors Dealers’s Margin
Amul 4
Nestle 6
Cadbury 9
Others 10
EXPLANATION:
From the fig.3, it reflects that the dealer margin is quite low for Amul
Chocolates as compared to Nestle & Cadbury with a dealer margin of 6 and
DEALER MARGIN OF SHRIKHAND IN PUNE REGION
9 points respectively.
0thers, 11
12
BAR CHART SHOWING THE DEALERGagangiri, 10.02
MARGIN FOR
Amul, 9.4
10 SHRIKHAND
Chitale, IN
8.77PUNE REGION
Amul
8 Fig.4 Chitale
6 Gagangiri
0thers
4
0
Amul Chitale Gagangiri 0thers
EXPLANATION:
From the Fig.4, it shows the dealer margin for Shrikhand market in Pune
region.
BAR
Others CHART SHOWING THE DEALER
Others, 17.94 MARGIN FOR
CHOCOLATES IN PUNE REGION
z
Nestle Nestle, 11.2
Cadbury Cadbury, 12
0 2 4 6 8 10 12 14 16 18 20
OBSERVATIONS AND
FINDINGS
On the analysis of data following were the findings
In the survey of each outlet I found that availability of Amul
Shrikhand is more than other brand.
The service provided by Amul to retailer is very good comparing with
other brand.
The quality of Amul Chocolate and Shrikhand is very good comparing
with other brands.
Amul Shrikhand sales is more than any other brand.
At most of the outlets, employees are not satisfied even dealers also.
According to them, Amul only takes action for customer satisfaction,
but for the outlets employee’s satisfaction, Amul tries to avoid it.
In retail outlets customers focus on quality of products and not on
service given by them.
Customer trust on brand of product and name of company while
purchasing the product.
Retailers feedback
The survey we carried out among 950 retailers for Amul Chocolates and
Shrikhand was a great success in finding some important feedback. The
survey we carried out was a face to face interview with retailers and
customer.
Pricing
• Many retailers want more margins on Amul’s Chocolate and
Shrikhand.
• Some said that the price should be in round figures.
• Some said the price should be less.
Product Quality
• Majority of the people said that the quality of Amul Chocolate and
Shrikhand is very good.
They don’t have any problem regarding this.
• Many said that Amul should maintain its quality in coming years.
CONCLUSIONS
Amul India sells quality products like Amul milk, Amul shrikhand,
Amul Chocolates, Amul Ice-cream and Amul butter which are a brand
in itself. So, its widely favoured with the consumers.
Consumers get good quality, good product, good brand & good
service at their door-step at an affordable price.
From the survey, it shows that the Shrikand market is favourable for
Amul rather than Chocolate market as it facess stiff competition with
the leaders in chocolate industry like Cadbury & Nestle.
The dealer margin is quite low as compared to other competitors.
Also, the distribution network of Amul India is quite efficient.
Recommendations
It is said that the ‘line to perfection never exists’, in a way it suggests
that continuos improvement and development is essential to atleast near to
the ‘Perfection’.
To help a plant grow it must be suitably watered, sunlight snd soil,
which best suit its kind, similarly the organization too, to see that its efforts
get results, must provide with proper attention for the development of the
company.
WHOLESALER(WD) 1. 2. 3. 4.
WD Name
Location
CONSUMER 1. 2. 3. 4.
Name
Location
RETAILERS 1. 2. 3. 4.
Retailer Name
Location
BIBLIOGRAPHY
Books referred :
1.Marketing management --------- Philip Kotler,
Millennium Edition(1998)
Prentice Hall Publication, INDF,
New Delhi – 110001