Professional Documents
Culture Documents
ON
“ACCEPTANCE OF AMUL PRODUCTS AT RETAIL
LEVEL”
FOR
AMUL INDIA
SUBMITTED BY
YAJURVA ATMAPUJYA
REG. NO. PGDM/55
SUBMITTED TO
INDUS BUSINESS SCHOOL
This project report draws significant information about the Amul Retail Stores. The
customer’s perception for the Amul products & the problem faced by the Retailers. It gives
the information that where the Amul need to improve the level of customer satisfaction and
I have done my project under the guidance and supervision of Mr. Sahil Arora.
The analysis and conclusion was carried out from the data collected through various
I, Yajurva Atmapujya of PGDM ( Reg. No. 2011-13/PGDM/55) hereby Declare that the
project work titled “Acceptance of Amul products at retail level”, Which has been
submitted to the Indus Business School, is an original work of the undersigned and not has
Date: Signature
This report has been made possible through direct and indirect support of
various people for whom I wish to express my appreciation and gratitude.
I express my to Mr. Sahil Arora ( Territory sales incharge ) who inspire of this
pressing duties and responsibility has shown genuine interest in providing necessary
guidance regarding concept clarity of the project and rendered support at all stage of
the study.
I would like to give my special thanks to my respected mentor Mrs. Arathi Purohit
(IIEBM) for guiding me to make this project meaningful.
Yajurva Atmapujya
(IIEBM)
Pune.
Chapter-1 Introduction:
Description: This project briefly covers market research on various Amul preferred
outlets and Amul parlours along with the Amul distributors.
Amul has justified its undisputed leadership in foods business by creating 6000 Amul
Preferred outlets in a record time which exclusively sell wide range of Amul products. This
has been possible dua to strong brand equity and immense Consumer support. Amul Parlor
are successfully operating in more than 1400 towns at high streets, residential areas,
Railway Stations, Bus Stations, Educational Institutions and a whole lot of center of
Excellence. “Amul Preferred Outlets are an excellent business opportunity for Budding
Entrepreneurs.
Gujarat Co-operative Milk Marketing Federation (GCMMF), custodian of the Amul brand
is India’s largest food products marketing organization. With its wide product Portfolio
GCMMF today has a turnover in excess of Rs. 9774 Cr. With a singular focus on marketing
and distribution, GCMMF today reaches consumers in all parts of the country. A state level
apex body of milk co-operatives in Gujarat, it has been an endeavor of GCMMF to provide
remunerative returns to the farmers and also serve the interest of consumers by providing
quality products which are good value for money. Today ice creams are equally popular
Amul are committed to produce wholesome and safe foods of excellent quality to remain
betterment of milk producers. The dairy industries companies run mainly on the factors
because purchasing power is depend upon availability of that product, in case distributors
and retailers service matter a lot. A retailer or retail store is any business enterprises whose
retailer
31st May- 10th June Promotion activity for Amul New Product(
Amul Pro)
from Retailer,
The project gives the current position of the Amul Retail Shops in the Pune division. The
report tells:
These all information can be useful for the company in taking decisions for Retailers which
will help to eliminate the problems and generate more sales & increase the profit.
Chapter-2 Company Profile:
INDUSTRY PROFILE:
Dairy is a place where handling of milk and milk 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 milk and the
manufacture of milk products on an industrial scale. The dairy sector in the India has shown
remarkable development in the past decade and India has now become one of the largest
in many parts of the State. During 1997-98, the State had 60 milk processing plants with an
aggregate processing capacity of 5.8 million litres per day. In addition to these processing
plants, 123 Government and 33 co-operatives milk chilling centers operate in the State.
of milk 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 milk production and increasing production in
the country multinational companies are planning to expand their activities here. Some of
these milk 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 research and development need to the dairy industry to develop and survives for long
time with better status. The various institute and milk dairy companies R&D results provide
base for today’s industry growth and development. The research and development of
products of dairy, like yogurt and cheese market research and company reports provides
insights into product and market trends, analysis opportunities, sales and marketing
strategies will help local milk unions to develop and spread worldwide through obtaining
this knowledge. Specific on market share, segmentation, size and growth in the US and
global markets are also helps industry to expand its market worldwide even small union
also.
The food processing industry sector in India is one of the largest in terms of production,
and value addition to agriculture produce, for minimizing harvest wastage, generating
The development food products by using milk can give good market opportunities to
produces milk.
There are different sectors within the dairy industry that promise great
Biotechnology:
The Indian cattle yield less milk as compared to their foreign counterparts. The Indian
cattle breeders are on the lookout for ways to improve their milk yield through cross-
breeding. Thus, there is a huge potential available for foreign investors to invest in dairy
There is also great scope for investment in different dairy cultures, including dairy
biologics, enzymes, probiotics, and other coloring materials for food processing.
acidophilic, Bulgarian, and Nissan contained in dairy powder, also promises great
investment opportunity.
Great potential lies for foreign investment for manufacturing and marketing of cost-
both machinery and packaging materials that aid the development of brand loyalty and
Retailing:
Retailing of dairy products also promises great investment opportunities for standardization
Manufacture of ingredients:
Several intredients are involved in the making of different dairy products like ghee,
condensed milk, and cheese, Manufacturing of ingredients for these products offers a great
Finished Products:
There is a great scope for investment in the manufacturing of finished dairy products such
2.2 PROBLEMS:
India and China are two emerging economy in Asia. The Dairy and Food Processing
industry in India still have underdeveloped market and fragmented supply base. On the
other hand, the size of both, Markets and the suppliers are large. Also, the purchasing
power of the consumer and demand for health-based quality products is increasing at a fast
HISTORY
Amul (Anand Milk Union Limited), formed in 1946, is a dairy cooperative movement in
operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by
some 2.6 million milk producers in Gujarat, India. It is based in Anand town of Gujarat and
has been a sterling example of a cooperative organization's success in the long term. The
Amul Pattern has established itself as a uniquely appropriate model for rural development.
Amul has spurred the White Revolution of India, which has made India the largest producer
of milk and milk products in the world. It is also the world's biggest vegetarian cheese
brand.
GCMMF
Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products
marketing organization. It is a state level apex body of milk cooperatives in Gujarat which
aims to provide remunerative returns to the farmers and also serve the interest of consumers
by providing quality products which are good value for money. Amul's product range
includes milk powders, milk, butter, ghee, cheese, curd, chocolate, ice cream, cream,
shrikhand, paneer, gulab jamuns, basundi, Nutramul brand and others. In January 2006,
Amul plans to launch India's first sports drink Stamina, which will be competing with Coca
Achievement:
Amul: Asia s largest dairy co-operative was created way back in1946 to make ‟ the milk
producer self-reliant and conduct milk- business with pride. Amul has always been the
trend setter in bringing and adapting the most modern technology to door steps to rural
farmers.
A) First self motivated and autonomous farmers‟ organization comprising of more than
b) Created Dairy co-operatives at village level functioning with milk collection centers
owned by them.
c) Computerized milk collection system with electronic scale and computerized accounting
system.
d) The first and only organization in world to get ISO 9000 standard for its farmer’s co-
operatives.
Amul is the live example of how co-operation amongst the poor marginal farmers can
provide means for the socio-economic development of the under privileged marginal
farmers.
Amul in abroad:
Amul is going places. Literally. After having established its presence in China, Mauritius
and Hong Kong, Gujarat Cooperative Milk Marketing Federation (GCMMF), India s
largest ‟ milk cooperative, is waiting to flood the Japanese market. Then, GCMMF is
also looking at Sri Lanka as one of its next export destinations. Amul products are already
available on shelves across several countries, including the US, China, Australia, West
Amul (GCMMF, Gujarat) is the largest brand in the industry. Other regional brands (dairy
Vijaya (Andhra Pradesh), Avian (Tamil Nadu), Nandini (Karnataka), Mother Dairy (New
Delhi).
Mother Dairy (Delhi) and Bangalore Dairy (Nandini brand) have tie ups with GCMMF,
Anand.
Private sector dairies: JK Dairy, Heritage Foods, Indiana Dairy and Dairy Specialties.
Global Players: HLL, Britannia, Heinz, Kraft Foods, SmithKline Beecham, Nestle etc
AMUL TODAY
The Gujarat Cooperative Milk Marketing Federation (GCMMF) which markets the
popular Amul brand of milk and dairy products crosses the 2 billion dollar sales turnover
mark. During the financial year 2010-11, GCMMF registered a top line growth of 22.1%,
GCMMF: An Overview
Graphical Presentation:
140000
120000
100000
80000
Rs (million)
60000
US $ (in million)
40000
20000
0
2010-11
1994-95
1995-96
1996-97
1997-98
1998-99
1999-00
2000-01
2001-02
2002-03
2003-04
2004-05
2005-06
2006-07
2007-08
2008-09
2009-10
2011-12
HEAD OFFICE:
Gujarat, India.
VISION:
- Liberate our farmers from economic oppression and lead them to prosperity
MISSION 2020:
- Dairy cooperatives of Gujarat turnover of Rs. 27000 crores by the year 2020.
- To satisfy the taste and nutritional requirements of the consumers and increasing numbers
of these consumers today are to be found only at the large format stores. Hence, in order to
reach these consumers, we need to form equitable alliances with organized retail chains
wherever possible.
Objective:
Is to ensure that the maximum share of the consumer’s rupee goes back to the milk
producers.
Future Plan:
innovation, we will leverage effectively on rising income levels and growing affluence
Milk shed area will increase to 231 lakh kg per day (23.1 million kg per day), at an annual
growth rate of 4%
Installing Bulk Milk Chillers and Automatic Milk Collection Systems in all our village
cooperative societies.
Collect as much as 195 lakh kg per day (19.5 million kg per day) of milk in the peak flush
season.
Satellite dairies with combined processing and liquid milk packaging capacity of 50 LKPD
We plan to double to processing capacity of our dairy plants to 20.7 million kg per day, by
2020
Milk drying capacity will also be enhanced by 200 MT’s per day
Plan to expand our cattle feed manufacturing capacity, more than four times to 12,000
Total investments envisaged for creating all the required infrastructure would be Rs. 2,600
Delicious Pizza
Amul Gold Full Cream Milk 6% fat, Amul Shakti Standardised Milk
Fresh Milk 4.5% Fat, Amul Taaza Toned Milk 3% fat, Amul Slim & Trim, Amul
Cow Milk
Amul Gold 4.5% fat Milk, Amul Shakti 3% fat Milk, Amul Taaza
UHT Milk Range
1.5% fat Milk, Amul Lite Slim-n-Trim Milk, Amul Fresh Cream
Milk Powders Skimmed Milk Powder, Amulspray Infant Milk Food, Sagar Tea and
Coffee Whitener
Amul Kool Flavored Milk, Amul Kool Café, Amul Kool Koko,Amul
Milk Drink
Kool Milk Shaake, Amul Kool Chocolate Milk,Nutramul Energy Drink
Amul Masti Dahi (fresh curd), Amul Masti Spiced Butter Milk,Amul
Curd Products
Lassee, Amul Flaavyo Yoghurt
Sweetened Condensed
Amul Mithaimate
Milk
Mithaee Range (Ethnic Amul Shrikhand, Amul Mithaee Gulab jamuns, Amul Basundi,Avsar
Sweets) Ladoos
Chocolate & Amul Milk Chocolate, Amul Fruit & Nut Chocolate, Amul Chocozoo,
COMPETITION:
Gowardhan, Kraft
Vadilal
Chocolates & confectionery Cadbury, Nestle, Parle
SERVICES:
GCMMF is sole marketer of all products under brand AMUL and SAGAAR.
It is also the sole selling agent for the National Dairy Development Board’s (NDDB) edible
oil – ‘DHARA’.
GCMMF is India's largest exporter of Dairy Products. It has been accorded a "Trading
House" status. GCMMF has received the APEDA Award from Government of India for
CLIENTS:
Major clients are the five stars hotels (TAJ, Oberoi etc.) and big restaurants throughout the
country.
Many of Amul’s products are now available in the USA, Gulf Countries and Singapore.
Chapter-3 Review of Literature:
Amul has justified its undisputed leadership in foods business by creating 6000 Amul
preferred outlets in a record time which exclusively sell wide range of Amul products. This
has been possible due to strong brand equity and immense consumer support. Amul are
Amul Parlours are successfully operating in more than 1400 towns at high streets,
residential areas, Railway Stations, Bus Stations, Educational Institutions and a whole lot of
Centers of Excellence.
Here is a list of the few of the Amul parlours operating across the various parts of the
country
1. Indian Institute of Management, Ahmedabad
5. Wipro, Bangalore
7. Ahmedabad Airport
"Amul Preferred Outlets are an excellent business opportunity for budding entrepreneurs.
meet the design and specifications at your cost. The cost of renovation of a typical shop
3. Branding- The cost of the signage’s fabrication and installation would be borne by
GCMMF Ltd.
a. 1or 2 deep freezers (Can be purchased through Hamara Apna Deep Freezer Scheme )
c. 1 pizza oven
5. Security Deposit- You would be required to furnish an interest free refundable security
deposit of Rs. 25,000 to us locked for one year. The entire amount would be forfeited in
case the parlour closes down within the first year of operation.
6. Supplies- The delivery of products would be done through our wholesale dealers.
Today ice creams are equally popular among children and grown-ups.
Rs. 1000 Cr. and the market is witnessing a booming growth rate
of 12-15% annually.
Per capita consumption of ice creams in India is around 250 ml compared to 23 litres in the
US, 18 litres in Australia, 14 litres in Sweden and 800 ml even in neighbouring Pakistan.
This presents a huge opportunity for organized players in the ice cream industry.
Amul - the leader in Ice Creams
Since its launch in 1996, Amul Ice Creams have consistently combated
Competition like Kwality Walls, Mother Dairy and other brands. The
customers have shown huge faith in the quality of Amul Ice Creams
and today it’s the No. 1 ice cream brand of the country.
Nearly 4 times as large as its nearest competitor, it is now the only national brand. Amul
has been able to write such a success story because of the quality of its products, economic
Care to offer delectable flavours to all age groups across the society.
Over the years, Amul has added diverse flavours to its range of ice
from exotic Honey Banana to Kesar Pista and many more. Apart from
the delicious individual novelties Amul also have ice creams for the health conscious. In
January 2007, Amul introduced Sugar Free & ProLife Probiotic Wellness Ice Cream which
Seize the opportunity to partner with India’s leading Ice Cream Brand
Today people like to spend quality time with their family outside
the home. With increasing income they love to spoil themselves with a
variety of choices.
Keeping up with the latest trend Amul has started Ice Cream Scooping Parlours across the
country. One can enjoy world class ice creams, Sundaes, shakes and other ice cream
concoctions in a cozy and nice ambience at these parlors. It’s fun time for the entire family.
Currently Amul has Scooping Parlours across the country including Mumbai, Chennai,
Delhi, Bangaluru, Thane, Pune, Kolkata, Nagpur, Ahmedabad and Coimbatore. Apart from
these, there are more Amul Scooping Parlours coming up in different parts of the country.
These Parlours have been well received by customers and are doing upbeat business.
Thick Shakes
The recipes on offer at these Scooping Parlours are designed by Amul. The maximum retail
price of the products is pre-determined by Amul. The disposables and consumables are also
Primary Objectives:-
3. To understand the problem faced by Retailer holder pertaining to selling & storage of
Amul products.
Secondary Objectives:-
charge):
4. The study not only gives idea about what problems are faced by distributors in
distributing Amul products but will also help in identifying solution for problems faced
by distributors.
6. The study will help in restructuring margin policy for retail distributors.
7. The study will help in supplying required products & services to retail distributors in
timely manner.
8. This study also will also help in improving the market share of Amul in Dairy market.
.
Chapter-6 Research Methodology:
“Market research is the systematic design, collection, analysis and reporting of data and
finding relevant to a specific marketing situation facing the company.”
An effective marketing research involved five steps:
opportunities and problems; generate, define and evaluate marketing actions; monitor
Marketing Research specifies the information requires addressing these issues, designing
the method for collecting information, managing and implementing the data collecting
process, analyzing the result and communicating the findings and their implementations.
In other words Marketing Research is any organized efforts to gather information about
Marketing Research is for discovering what people want, need, or believe. It can also
involve discovering how they act. Once that research is completed, it can be used to
Questionnaires and focus group discussion surveys are some of the instruments for market
research.
6.2 Marketing Research Methods:
Qualitative Marketing Research- generally used for exploratory purposes- small number of
confidence not calculated – examples including focus groups, in-depth interviews, and
projective techniques.
in their natural setting – observations can occur cross-sectionally (observations made at one
6.3 PROMOTION:
Promotion is one of the four elements of marketing mix (product, price, promotion, and
place). It is the communication link between sellers and buyers for the purpose of
The specification of five elements creates a promotional mix or promotional plan. These
elements are personal selling, advertising, sales promotion, direct marketing and publicity.
A promotional mix specifies how much attention to pay to each of the five sub-categories
and how much money to budget for each. A promotional plan can have a wide range of
objectives, including: sales increase, new product acceptance, creation of brand equity,
positioning, competitive retaliations, or creation of a corporate image. Fundamentally,
To increase demand.
To differentiate product.
A. Secondary data:
Magazines
from which secondary data has been gathered. Most of the information presented in this
B. Primary data:
Collection of primary data was conducted by visiting the people personally for the
i) Research approach:
It means the way by which the information was collected. Visiting the various places of
research work.
Contact methods:
Instrument or Data collected Forms: It is the method by which data is gathered. It could
The primary information was collected by face-to-face and direct interviews with the
retailers and the customers. They provide the relevant information regarding the profile of
The secondary sources of information were various web sites of the companies,
The data collected was carefully analyzed. The research and analysis of the information has
been done on the basis of various sales and marketing strategies adopted by the company
This is the most vital part of the work undertaken. After collection and analysis of data, it
was recorded in the form as prescribed. The major part of the report is the findings.
6.5 Research Method – Exploratory & Conclusive Research
Conclusive research draws conclusions: the results of the study can be generalized to the
whole population.
idea about the solution at the preliminary stages of research. It may serve as the input to
conclusive research.
literature or books, discussing with experts, etc. This is unstructured and qualitative in
nature. If a secondary source of data is unable to serve the purpose, a convenience sample
essentially, structured and quantitative research, and the output of this research is the input
descriptive research, if the findings are very hard to interpret for the marketing managers.
6.6 Sampling:
Sampling is the process of selecting units (e.g., people, organizations) from a population of
interest so that by studying the sample we may fairly generalize our results back to the
because the cost of a census is too high. The three main advantages of sampling are that the
cost is lower, data collection is faster, and since the data set is smaller it is possible to
ensure homogeneity and to improve the accuracy and quality of the data.
population will depend on the type of analysis being performed, but will include simple
A random sample is a subset of individuals that are randomly selected from a population.
Because researchers usually cannot obtain data from every single person in a group, a
smaller portion is randomly selected to represent the entire group as a whole. The goal is to
For example, imagine that a market research company is interested in learning more about
what type of dish soap people use. Instead of polling every single person, they will select a
random sample of individuals and question them about the type of soap they use. By using
a randomized sample, they get a clearer idea of what likely exists in the population at large.
6.7.1 Types of random sample:
Simple random sample is selected so that all samples of the same size have an equal
Method) sample, is one in which every individual, or object, in the population of interest
has an equal opportunity of being selected for the sample. Simple random samples are self-
weighting.
subpopulations, group or strata within the population. Great gains in efficiency are
Cluster sampling involves selecting the sample units in groups. For example, a sample of
telephone calls may be collected at by first taking a collection of telephone lines and
collecting all the calls on the sampled lines. The analysis of cluster samples must take into
account the intra-cluster correlation which reflects the fact that units in the same cluster are
This research design is exploratory as researcher need to find out the scope of Amul
Products from retailers in Pune. The method of data collection is qualitative and descriptive
in nature i.e. survey and observation based research. The study is done in steps stated
below.
3. Collection of data:
Pune region.
The sample was drawn by using Random Sampling Techniques, as researcher needs to fill
Apart from that, Random Sampling Techniques are more economical than any other
sampling technique.
Target population includes, Retailer, Restaurant, Parlours, etc.
A sample size of 100 was taken out of 180 because they are Amul product buyers. The
samples were randomly selected from the population for the research work.
Some outlets did not co-operate with us as they though; it is just wastage of time
Since all the products are not widely used by all the customers it is difficult to draw
realistic conclusions based on the survey
There was no way to assess the reliability of the outlets and parlours. Whatever they said
had to be assumed to be truth
Interpretation of data may vary from individual depending on the individual understanding
the product features of the company
Chapter-7: Data Analysis and Interpretation:
7.1 Analysis of the data (from the questionnaire) obtained from the Amul Retail
Shops.
Yes 90
No 10
80
60
20
0
Yes No
Interpretation of Graph 1:
As per the graph we can interpret that only 10% retailers are not maintaining the stock of
“Amul” milk, so majority market segment has been covered by this company and for the
remaining market share we can interpret that it has been covered by “Mauli” & “Katraj”
Milk products.
Q.2. If no, why?
Table 2:
50
40
30
Reason Behind Not take Amul
products
20
10
0
Absence of Low margin No replacement Low distribution
Packaging date for leakage
Interpretation:
From the above mentioned graph we can conclude that the remaining 10% retailers are not
keeping the “Amul” milk products because their major competitors in this Pune region
i.e.”Mauli” & “Katraj” is giving more margin to their retailers. And another reason for not
purchasing its products is not providing replacement facility.
Q.3 which is the most preferable brand of packaged dairy products that you stock?
Table 3:
Retailers Stock
50
45
40
35
30
25
Retailers Stock
20
15
10
0
Amul Katraj Nestle Gokul
Interpretation:
From the above mentioned graph we can interpreted that major sample customers are
Preferring the “Amul” milk products due to the best packaged in comparison to their
Table 4:
70
60
50
40
30
Retailers preferred
20
10
Interpretation:
From the above mentioned graph we can interpret that customers mainly preferred the
“Amul Butter” and “Amul Cheese and Paneer” and it is only due to increasing demand for
the fast food in Indian market. However customers also prefer “Amul Milk” because it
produces much different flavored milk in comparison to their main competitors.
Q.5 what is the source from where do you get Amul Products?
Table 5:
Sources Respondent
Distributers 95
Other Suppliers 5
Total sample size 100
Sources
100
90
80
70
60
50
Sources
40
30
20
10
0
Distributers Other Suppliers
Interpretation:
As per the graph we can conclude that majority of its products are selling to their final
customers by their distributors and remaining customers are directly purchasing from the
market i.e. from the supermarket and malls.
Q.6 Do you know which sales promotinal activities does the company undertake for
Amul products?
Table 6:
Promotional Activity
45
40
35
30
25
20
15 Promotional Activity
10
5
0
Interpretation: As per this graph Advertising are main focus while making advertising
they are more focusing on current affairs. And second focus is providing P-O-P display
provided selected retailers.
Q.7. Are you satisfied with Amul distributer?
a) Yes b) No
Table 7:
No. of respondent
100
90
80
70
60
50
No. of respondent
40
30
20
10
0
Yes No
Interpretation:
As per this graph 95 retailers are satisfied of distributers because they are following they
are wise supply chain management which are actually starting from midnight in two ships.
Q.8. Are you interested in distribution of Amul dairy products?
a) Yes b) No
Table: 8
No. of Respondent
100
90
80
70
60
50
No. of Respondent
40
30
20
10
0
Yes No
Interpretation of graph 8:
As per this graph 90 retailers are interested of distribution because the customer are Amul
products are more in Indian Market due to its quality & price of its products however it is
also Asia’s no. 1 Milk dairy.
Q.9. what is your expectation from Amul dairy products?
Table 9:
Retailer expectation
90
80
70
60
50
40 Retailer expectation
30
20
10
0
margin Pakaging Availability
Interpretation:
As per this graph Retailers are expecting more margins on its products because their
competitors are providing more margins.
Q.10 Give you rating to following attributes of Amul dairy products?
50
45
40
35 Quality
30 Brand Image
25 Availability
20 Packaging
15 Margin
10
5
0
Good Very Good Average Bad Very Bad
Interpretation:
As per this graph Amul has provide good quality and Amul brand image is very good in
dairy market its provide average availability comparison other competitor, its packaging are
good but Amul has no provide a good margin to their retailers comparison other
competitors.
“SWOT” Analysis of Amul
STRENGTH
WEAKNESS
OPPORTUNITIES
1. Areas can be targeted to cover Retailers look for convenience and margin.
2. Promotions will pay good results, market is lacking with the same.
3. A great opportunity to cash the brand name once again by giving good quality products.
4. Weak up the entire market as per the demand.
THREAT
1. Some customers are in the hand of retailers because the retailer enjoys good profit margin
from other competitor’s brand.
2. Psychological state of mind of retailers and consumers.
3. Old manufacturing date on packs is a major threat.
4. Competitors are cutting up the market share of Amul Product.
5. Competitor brand are offering huge profit margin to retailers, whereas few of them are
selling at lower retail prices.
Chapter-8 Observations and Findings:
Observation:
Findings:
1. Most of the Amul parlours are not interested in running them for longer period due to very
low margins.
2. The sales of Amul product is average round the year.
3. The full varieties of Amul products are almost as par customers need.
4. Retailers want more margins from Amul.
5. People were highly satisfied with product quality of Amul.
6. Distributors could not provide all type of varieties because of less stock.
7. Due to negligence of the company the customers of Amul are shifting towards other
company
8. More preference should be given to parlours and outlets as within the prescribed 1 km
radius other retailers also provide Amul products.
Chapter-9 Suggestions/Recommendations:
This industry is most competitive industry; there are large numbers of competitors in this
field. In such condition a small loop may create a big problem. The condition is made
tougher by Gowardhan, which is recently dominating in this industry, so only a detained
study and fully fledged effort can help in good sales to capture the market. Four things are
necessary to improve the sales in the sub city:
1. Service
2. Advertisement
3. Replacement policy
4. Proper distribution
5. Special attention
1. Service
It is the critical factor in the success of any brand. There is no doubt that Amul services are
good but it needs little more improvement to completely capture the market.
2. Advertisement:
This is the most important factor that affects both the sales as well as the consumers’
attention. Amul has to take aggressive advertising centered specially for its parlours and
outlets.
3. Replacement policy
Amul is already blamed for poor replacement policy; it has to give certain kind of
replacement policy to make its product more acceptable to the parlours and outlets.
4. Distribution
The replenishment is average and often damaged material came on account of improper
handling by distributors due to this parlours find it difficult to retain the customer. The
number of distributor operating in an area also very low in number which also adds to
improper distribution.
5. Special attention
The priority should be given to Amul parlours and outlets as compared to other retailers
who also keep products of Amul. Many a times it happens that outlets are not having the
product but other retailers are having the product.
Chapter-10 Conclusion:
On complete analysis of the Questionnaire, it is concluded that Amul parlours has good
reputation in the market and it has 100% satisfied customer but lack proper distribution and
marketing. Very few distributors are in a particular area which not only is resulting in
improper distribution but also resulting in monopoly of these distributors. The position of
both the parlours and outlets can be uplifted in the market by sound marketing and proper
distribution channel which results in delivery on time.
Amul has a good reputation and name because of existence in the market for so many years
especially through the name of “Amul Butter”.
Within short span of time Amul has launched so many products which are still lacking
promotion and availability. Amul has customer driving power but is not able to retain
customer due to unavailability of the newer products.
It’s been great experience working with Amul and doing promotional activity for new
products of “Amul Pro”. The market survey has helped a lot in understanding forward
integration of Amul to link directly with the customer. It has helped me in not only
knowing the business potential of Amul as a brand through its sales in parlours and outlets
but also knowing Amul in leap and bound like knowing it’s pattern of distribution, depth of
the Amul products, margin associated with Amul products, business structure of Amul.
ANNEXURE
Address
BACKGROUND
We are doing a brief survey to find out the level of retailer perception regarding
Amul products; Parlours & Retail stores. We would be grateful if you could spare a few
minutes to participate in it. Thank you for your cooperation.
a.) Yes b) No
2. If no, why?
3. Which is the most preferable brand of packaged dairy products that you stock?
6. Do you know which sales promotinal activities does the company undertake for Amul
Products?
a) Yes b) No
a) Yes b) No
A) Books:
1. Kotler Philip, “ Marketing Management”
2. Kothari C.R., “ Marketing Research”
B) Websites:
1. http://www.amul.com
2. www.google.com