A Report on Summer project undertaken at Gujarat co-operative milk marketing federation limited.

June-July 2004
Study of market research on Amul Gulab Juman Instant Mix and Tin.

Submitted To :- Mr. D.T.Raval. (Asst. Sales Manager)

GCMMF Ltd, Kankaria, Ahmedabad Gujarat

Project Guide:- Mr. D.T.Raval Submitted by:- Chaudhary Mahendra

2nd Sem. M.B.A., NRIBM, G.L.S. Ahmedabad.

Acknowledgement
This project is an intrigal part of the partial fulfillment of the M.B.A. programme. It is very essential to learn practical knowledge for a management student. I am thankful to Mr. Syed Hasan Ahmed Sr.Executive (HRD) of GCMMF Ltd. And particularly to Mr. D.T.Raval., Asst.Manager (Sales), Ahmedabad to assign me a summer training and provide me an opportunity to gain practical knowledge, which is very important for enhancing my skill, knowledge and ability. Mr. Raval sir who provides me a valuable guidance at every stage when I needed. I also extend my gratitude to Mr. Nikunj sir, Mr. Naval sir, and all the staff member of GCMMF Ltd. Kankaria, Ahmedabad. Chaudhary Mahendra 2nd Sem. M.B.A. NRIBM, G.L.S. Ahmedabad.

Objective of the study

Consumer awareness about Amul Gulab Jamun Instant mix and Tin. Consumer buying behaviors. Market Penetration.

Data collection.

1. Data sources Secondary data sources: Previous research findings, sales data

available at marketing office, sales data available at distribution chain. Primary data sources: data collection from consumer and retailers.
2. Data collection method.

Secondary data collection method: Searching from research report, companys physical data storage. Primary data collection method: By way of structured questionnaires through personal interview of customer and retailer.

Sampling design

The scope of the study is kept limited to the consumer and retailer of the Ahmedabad city. Sampling frame: 1.outside octroi. 2.inside octroi. 3.wall city. 4.outside railway line. Sampling unit: Single household. Retailer. Sampling size: 200 households. 200 retailers.

Amul
Amul means priceless in Sanskrit. A qulity control expert in Anand suggested the brand name Amul, from the Sanskrit Amoolya, Variants, all meaning priceless, are found in several Indian languages. Amul products have been in use in millions of homes since 1946. Amul butter, Amul milk powder, Amul ghee, Amulspray, Amul cheese, Amul gulab jamun instant mix and tin, Amul chocolates, Amul shrikhand, Amul ice-cream, Amul milk have made Amul a leading food brand in India. Today Amul is a symbol of many things of high quality products sold at reasonable prices. Of the genesis of a vast co-operative network. Of the triumph of indigenous technology. Of the marketing savvy of a farmers organization. And have a proven model fore dairy development. While Amul may justifiably take pride in having built the largest food product business in the country, it does not pause to rest upon its laurels. In this competitive environment, Amul has survived and grown on the basis of our greatest strength: co-operative culture, co-operating networking, market acumen and respect for both producer and the consumer. Amul has also taken the initiative to set up 100 of its own brand retail parlors under utterly delicious, this year, an initiative that will give it a retail edge, compared to its competitors.

Research proposal.
A) Objective. Consumer awareness. Consumer buying behavior. Market penetration. B) Research methodology.
1)

Data collection.

Data sources. Secondary data sources: previous research findings, sales data available at marketing office, sales data available at distribution chain. Primary data sources: data collection from consumer and retailers. b) Data collection method. Secondary data collection method: searching from research report, companys physical data storage. Primary data collection method: by way of structured questionnaires through personal interview of customer and retailer. 2) Sampling design Sampling frame: 1.outside octroi. 2.inside octroi 3.wall city 4.outside railway line.

Sampling unit: Single households Retailer. Sampling method: Convenience sampling. Sampling size: 200 households. 200 retailers

3) Data analysis and interpretation. 4) Summary of finding. C) Recommendation. D) Conclusion.

Data analysis
Analysis of retailer (outside octroi)
No. Of retailer who keep different brand of gulab jamun instant mix & tin.

NO 27% YES NO YES 73%

Brand presence at retailer outlet.

90% 80% 70% 60% Retailer 50% 40% 30% 20% 10% 0%
an es h G aj an an d N es tle IT S Am G am de v ul

Series1

Brand

Interpretation. From the data seen in the graph, it is clear that 73% of retailer keep gulab Jamun instant mix& tin. Amul, 29% of total retailer keeps GITS and Ramdev 81% of total retailer keep Ganesh, 10% of total retailer keep Gajanand and nestle, 5% of total retailer keep. Retailer keeps less Amul gulab Jamun instant mix because of less consumer demand and there is a no replacement facility so if the product is not sale there will be a loss for retailer. Highest selling at retailer shop.
100% 80% Retailer 60% 40% 20% 0% Amul GITS Brand Ramdev Series1

Interpretation Out of total Gulab Jamun instant mix market GITS is at dominant position by capturing highest market shares and Ramdev stood at second position and Amul stood at third position with considerableacceptancein the market. Other brand like Ganesh, Gajanand and Nestle have negligible share. Influencing factors for highest selling. Influencing factor Quality Consumer demand Timely service Price Margin Credit facility Relationship with distributor Rank 1 2 3 4 5 6 7

Interpretation. Quality emerges as the main factor, followed by consumer demand, which force to keep particular brand. Punctuality in delivery and service has considerable influence. While margin and credit facitility stand last in the ladder. Price as a factor has no much influence because is very less price variation among market player. It is observed that those who sales only Amul give highest preference to brand name compared to other while dealer who sales other competitors brand give highest preference to quality and consumer demand. Awareness of Amul product. Nature of response Yes No % Of respondents 43% 57%

NO 43%

YES 57%

YES NO

Interpretation. Results show that majority of people are not aware with different verities of Amul product available in the market. But looking to the popularity of Amul considerable fraction of people is not aware with gulab Jamun instant mix & tin. So it should be considered for advertising emphasis. Preference for scheme. Influencing factor Cash discount Free discount Consumer discount Display scheme Coupon scheme Scratch coupon Quantity discount Interpretation. Rank 1 2 3 4 5 6 7

Retailer thinks about that how they can attract more customers by the scheme and give the rank according it. They give first rank to cash discount that like everyone and they give second number to free discount and third to consumer discount which give benefit to customer. 4th rank is given to display scheme which is benefited to retailer they give 5th & 6th rank to coupon because it is complicated. Amul distributor service

Notsatisfied 33% Satisfied Notsatisfied Satisfied 67%

Attribute Frequency of service Replacement Credit facility

% Of not satisfaction 43% 42% 15%

Interpretation. With concern to frequency of service, they find unsatisfactory service. Distributors are not giving service properly at some places. With replacement they are much unsatisfied and they are not keeping perishable product like gulab jamun instant mix. Credit facility is attributed fair view with reference to many retailers, which ultimately depend on their relation and commercial track record.

Anaslysis of consumer response (outside octroi)

Use of gulab jamun instant mix & tin. Respondents Yes Caterer No Percentage 79% 10% 11%

Interpretation. Result show that majority of respondents consume gulab Jamun instant mix & tin of standard brand product. Caterers gulab Jamun users are less compared to those but they also have considerable share. There are some people those who dont consume gulab jamun. Consumer lookout for branded purchase. Brand GITS Amul Ramdev Ganesh Gajanand Other Consumption% 58% 18% 16% 4% 2% 2%

80% 60% 40% 20% 0%

v es h aj an an d N es tle ul S Am IT am G de an

Consumption

Series1

Brand

Interpretation Most of respondents are users of GITS but Amul and Ramdev also have remarkable share. Consumer is not aware about Amul gulab jamun instant mix & tin. So it should be considered for advertising emphasis. Awareness of the brand. Brand name GITS Ramdev Amul Ganesh Gajanand Nestle Awareness 71% 46% 33% 25% 12% 12%

80% 70% 60% 50% 40% 30% 20% 10% 0%

am de v G an es h G aj an an d N es tle G IT S Am ul

Awareness

Series1

Brand

Interpretation It was observed that people are well aware with traditional product like Amul milk, ghee, butter and ice cream. But it surprises when they display poor awareness for product like gulab jamun instant mix & tin. Specifically the Amul gulab jamun tin suffers from the low awareness. Thus it tempts one to conclude that efforts are required to communicate such varieties.

Preference of influencing factor for choosing above brand. Influencing factor Quality Taste Brand name Price Package Availability Rank 1 2 3 4 5 6

Interpretation Consumer attribute quality as influencing factor for purchase of respective brands. They also consider taste as second criteria for purchase. The third preference is given to brand name. They dont give much important to price, package and availability because there is no much price differentiation within different players, package are also almost same. Frequency of use Time period Monthly Every two month Quarterly Six month % Of respondent 12.5 21 21 45.5

Interpretation There is a very low use of the gulab jamun among consumer. Half of the consumer purchasing at a average of six months and 21% consumer purchasing at a interval of two to three months Generally when purchase Particular Guest Party Festival Regular Occasion % of Respondent 42 10 68 30 17

Interpretation Most of the consumer purchase the gulab jamun on the festival so to increase the same they can give the discount on scheme on festival. 40% consumer purchase when their is guest and 30% consumers purchase regularly. How did u come to know about Amul gulab jamun instant mix and tin
35% 30% 25% 20% 15% 10% 5% 0%
er v. ) er ep ap T. V. (A d ke sp m ou th

Consumer

Series1

op

ew

Sh

Sources

Interpretation One third of consumer come to know by the news paper advertise so this advertise is effective so we can give more advertise in news paper on the festival so the consumer can come to know about Amul julab jamun instant mix and tin. We can also give them TV advertise but it is less effective because there is a general advertise of Amul and people doesnt come to know about gulab jamun. Use of alternative brand. Alternative preference Amul GITS Amul Ramdev Amul Nestle Amul Ganesh Amul Gajanand Other Amul % Of respondent 33 11 10 11 5 30

or d

of

Interpretation Data show that many of Amul users prefer their alternative brand as Gits, and also some prefer Ramdev, Nestle and Ganesh. As alternative of Amul gulab jamun instant mix while reversibly 30% respondents who currently use other brand give preference for Amul as an alternative brand. So Amul must consider that prospect to convert them to a Amul. Simultaneously Amul should keep in mind to retain the customer who use amul but prefer Gits as their next choice. Retailer force for other brand.
YES 13% YES NO NO 87%

Interpretation Only 12.5% of retailer forces the consumer for other brands because if they dont have amul gulab jamun instant mix then they force the consumer for other brand by saying that this quality is good than amul. When there is scheme / discount you will purchase more.

YES 33% YES NO NO 67%

Interpretation Only 33% of consumer are ready to purchase more when there is any scheme or discount is given then those who are not purchasing Amul gulab jamun instant mix are purchasing it when there is scheme. The retailer also stock the product and sells it so when there is scheme the sales will increaser many retailer say that we keep amul julab jamun instant mix only when there is a scheme. Consumer purchase on festival so we should give the scheme on diwali and on other festivals.

Analysis of retailer (Inside octroi)

No. Of retailer who keep different brand of gulab jamun instant mix & tin.
NO 15% YES NO YES 85%

Brand presence at retailer outlet.

90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

G IT S R am de v G an es G h aj an an d N es tle Am ul

Retailer

Series1

Brand

Interpretation. From the data seen in the graph, it is clear that 85% of retailer keep gulab Jamun instant mix& tin. Amul, 18% of total retailer keeps GITS 82% and Ramdev 65% of total retailer keep Ganesh, 5% of total retailer keep Gajanand 11% and nestle, 6% of total retailer keep. Retailer keeps less amul gulab Jamun instant mix because of less consumer demand and there is a no replacement facility so if the product is not sale there will be a loss for retailer. Highest selling at retailer shop.
100% 80% Retailer 60% 40% 20% 0% Amul Ramdev Brand Gits Series1

Interpretation Out of total gulab Jamun instant mix market GITS is at dominant position by capturing highest market shares and Ramdev stood at second position and Amul stood at third position with considerable acceptance in the market. Other brand like Ganesh, Gajanand and Nestle have negligible share. Influencing factors for highest selling. Influencing factor Quality Consumer demand Timely service Price Margin Credit facility Relationship with distributor Rank 1 2 3 4 5 6 7

Interpretation. Quality emerges as the main factor, followed by consumer demand, which force to keep particular brand. Punctuality in delivery and service has considerable influence. While margin and credit facility stand last in the ladder. Price as a factor has no much influence because is very less price variation among market player. It is observed that those who sales only Amul give highest preference to brand name compared to other while dealer who sales other competitors brand give highest preference to quality and consumer demand. Awareness of Amul product. Nature of response Yes No % Of respondents 41% 59%

NO 59%

YES 41%

YES NO

Interpretation. Results show that majority of people are not aware with different varieties of Amul product available in the market. But looking to the popularity of Amul considerable fraction of people is not aware with gulab Jamun instant mix & tin. So it should be considered for advertising emphasis.

Preference for scheme. Influencing factor Cash discount Free discount Consumer discount Display scheme Coupon scheme Scratch coupon Quantity discount Rank 1 2 3 4 5 6 7

Interpretation. Retailer thinks about that how they can attract more customers by the scheme and give the rank according it. They give first rank to cash discount that like everyone and they give second number to free discount and third to consumer discount which give benefit to customer. 4th rank is given to display scheme which is benefited to retailer they give 5th & 6th rank to coupon because it is complicated. Amul distributor service

Not satisfied 36% Satisfied 64%

Satisfied Not satisfied

Attribute Frequency of service Replacement Credit facility

% Of not satisfaction 43% 42% 15%

Interpretation. With concern to frequency of service, they find unsatisfactory service. Distributors are not giving service properly at some places. With replacement they are much unsatisfied and they are not keeping perishable product like gulab jamun instant mix. Credit facility is attributed fair view with reference to many retailers, which ultimately depend on their relation and commercial track record.

Analysis of consumer response (Inside octroi)

Use of gulab jamun instant mix & tin. Respondents Yes Caterer No Percentage 62% 15% 23%

Interpretation. Result show that majority of respondents consume gulab Jamun instant mix & tin of standard brand product. Caterers gulab Jamun users are less compared to those but they also have considerable share. There are some people those who doesnt consume gulab jamun. Consumer lookout for branded purchase. Brand GITS Amul Ramdev Ganesh Gajanand Nestle Consumption% 46% 23% 9% 7% 4% 11%

50% Consumption 40% 30% 20% 10% 0%

v es h aj an an d N es tle ul S Am IT G m de an

Series1

ra

Brand

Interpretation Most of respondents are users of GITS but Amul and Ramdev also have remarkable share. Consumer is not aware about Amul gulab jamun instant mix & tin. So it should be considered for advertising emphasis.

Awareness of the brand. Brand name GITS Ramdev Amul Ganesh Gajanand Nestle Awareness 77% 46% 69% 46% 38% 54%

100%
Awareness

80% 60% 40% 20% 0%

v es h aj an an d N es tle ul S Am IT G m de an

Series1

ra

Brand

Interpretation It was observed that people are well aware with traditional product like Amul milk, ghee, butter and ice cream. But it surprises when they display poor awareness for product like gulab jamun instant mix & tin. Specifically the Amul gulab jamun tin suffers from the low awareness. Thus it tempts one to conclude that efforts are required to communicate such varieties. Preference of influencing factor for choosing above brand. Influencing factor Quality Taste Brand name Price Package Availability Rank 1 2 3 4 5 6

Interpretation Consumer attribute quality as influencing factor for purchase of respective brands. They also consider taste as second criteria for purchase. The third preference is given to brand name. They dont give much important to price, package and availability because there is no much price differentiation within different players, package are also almost same.

Frequency of use Time period Monthly Two monthly Quarterly Six month Interpretation There is a very low use of the gulab jamun among consumer. Half of the consumer purchasing at a average of six months and 23% consumer purchasing at a interval of two to three months Generally when purchase Particular Guest Party Festival Regular Occasion % Of respondent 34 15 59 46 7 % Of Respondent 23 23 24 30

Interpretation Most of the consumer purchases the gulab jamun on the festival so to increase the same they can give the discount on scheme on festival. 34% consumer purchase when there is a guest and 46% consumers purchase regularly. How did u come to know about amul gulab jamun instant mix and tin
60% 50% 40% 30% 20% 10% 0% Shopkeeper T.V.(Adv.) Newspaper Sources Consumer

Series1

Interpretation One forth of consumer come to know by the news paper advertise so this advertise is effective so we can give more advertise in news paper on the festival so the consumer can come to know about amul julab jamun instant mix and tin. We can also give the TV advertise but it is less effective because there is a general advertise of amul and people doesnt come to know about gulab jamun. Use of alternative brand. Alternative preference Amul GITS Amul Ramdev Amul Ganesh Amul Gajanand Other Amul % Of respondent 17 15 8 16 44

Interpretation Data show that many of amul users prefer their alternative brand as gits, and also some prefer Ramdev, Nestle and Ganesh. As alternative of amul gulab jamun instant mix while reversibly 30% respondents who currently use other brand give preference for Amul as an alternative brand. So amul must consider that prospect to convert tem to a Amul. Simultaneously amul should keep in mind to retain the customer who use amul but prefer Gits as their next choice. Retailer force for other brand.

YES 23% YES NO NO 77%

Interpretation Only 23% of retailer forces the consumer for other brands because if they dont have amul gulab jamun instant mix then they force the consumer for other brand by saying that this quality is good than amul. When there is scheme / discount you will purchase more

NO 46%

YES 54%

YES NO

Interpretation 54% of consumer are ready to purchase more when there is any scheme for discount is given but those who are not purchasing amul gulab jamun instant mix are purchasing it when there is scheme. The retailer also stock the product and sells it so when there is scheme the sales will increaser many retailer say that we keep amul julab jamun instant mix only when there is a scheme. Consumer purchase on festival so we should give the scheme on diwali and on other festivals.

Analysis of retailer (Wall city)

No. Of retailer who keep different brand of gulab jamun instant mix & tin.

NO 38% YES 62%

YES NO

Brand presence at retailer outlet.

70% 60% 50% 40% 30% 20% 10% 0%

v ul S de Am am G an es IT h

Retailer

Series1

Interpretation. From the data seen in the graph, it is clear that 62% of retailer keep gulab Jamun instant mix& tin. Amul, 21% of total retailer keeps GITS and Ramdev 62% of total retailer keep Ganesh, 48% of total retailer keep. Retailer keeps less amul gulab Jamun instant mix because of less consumer demand and there is a no replacement facility so if the product is not sale there will be a loss for retailer.

Brand

Highest selling at retailer shop.

70% 60% 50% 40% 30% 20% 10% 0%
ul S Am IT am G de v

Retailer

Series1

Brand

Interpretation Out of total gulab Jamun instant mix market GITS is at dominant position by capturing highest market shares and Ramdev stood at second position and Amul stood at third position with considerable acceptance in the market. Other brand like Ganesh, Gajanand and Nestle have negligible share. Influencing factors for highest selling. Influencing factor Quality Consumer demand Timely service Price Margin Credit facility Relationship with distributor Rank 1 2 3 4 5 6 7

Interpretation. Quality emerges as the main factor, followed by consumer demand, which force to keep particular brand. Punctuality in delivery and service has considerable influence. While margin and credit facility stand last in the ladder. Price as a factor has no much influence because is very less price

variation among market player. It is observed that those who sales only Amul give highest preference to brand name compared to other while dealer who sales other competitors brand give highest preference to quality and consumer demand. Awareness of Amul product. Nature of response Yes No % Of respondents 46% 54%

NO 54%

YES 46%

YES NO

Interpretation. Results show that majority of people are not aware with different varieties of Amul product available in the market. But looking to the popularity of Amul considerable fraction of people are not aware with gulab Jamun instant mix & tin. So it should be considered for advertising emphasis. Preference for scheme. Influencing factor Cash discount Free discount Consumer discount Display scheme Coupon scheme Scratch coupon Quantity discount Rank 1 2 3 4 5 6 7

Interpretation. Retailer thinks about that how they can attract more customer by the scheme and give the rank according it. They give first rank to cash discount

that like everyone and they give second number to free discount and third to consumer discount which give benefit to customer. 4th rank is given to display scheme which is benefited to retailer they give 5th & 6th rank to coupon because it is complicated. Amul distributor service

Not satisfied 36%

Satisfied Satisfied 64% Not satisfied

Attribute Frequency of service Replacement Credit facility

% of not satisfaction 32% 53% 15%

Interpretation. With concern to frequency of service, they find unsatisfactory service. Distributors are not giving service properly at some places. With replacement they are much unsatisfied and they are not keeping perishable product like gulab jamun instant mix. Credit facility is attributed fair view with reference to many retailers, which ultimately depend on their relation and commercial track record.

Analysis of consumer response (Wall city)

Use of gulab jamun instant mix & tin. Respondents Yes Caterer No Percentage 66% 18% 22%

Interpretation. Result show that majority of respondents consume gulab Jamun instant mix & tin of standard brand product. Caterers gulab Jamun users are less compared to those but they also have considerable share. Their are some people those who doesnt consume gulab jamun. Consumer lookout for branded purchase. Brand GITS Amul Ramdev Ganesh Gajanand Nestle
50% 40% 30% 20% 10% 0%
v es h aj an an d N es tle ul Am de am G its an

Consumption% 41% 18% 16% 21% 2% 2%

Consumer

Series1

Brand

Interpretation Most of respondents are users of GITS but Amul and Ramdev also have remarkable share. Consumer is not aware about Amul gulab jamun instant mix & tin. So it should be considered for advertising emphasis. Awareness of the brand. Brand name Awareness GITS 88% Ramdev 72% Amul 66% Ganesh 75% Gajanand 23% Nestle 18%
100% 80% 60% 40% 20% 0%
ul its es h an d de v m G R am N es A an an t le

Awareness

Series1

Brand

Interpretation It was observed that people are well aware with traditional product like Amul milk, ghee, butter and ice cream. But it surprises when they display poor awareness for product like gulab jamun instant mix & tin. Specifically the Amul gulab jamun tin suffers from the low awareness. Thus it tempts one to conclude that efforts are required to communicate such varities. Preferance of influencing factor for choosing above brand. Influencing factor Rank Quality 1 Taste 2 Brand name 3 Price 4 Package 5 Availability 6

aj

Interpretation Consumer attribute quality as influencing factor for purchase of respective brands. They also consider taste as second criteria for purchase. The third preference is given to brand name. They dont give much important to price, package and availability because there is no much price differentiation within different players, package are also almost same. Frequency of use Time period Monthly Two monthly Quarterly Six monthly % of respondent 16 17 31 36

Interpretation There is a very low use of the gulab jamun among consumer. Half of the consumer purchasing at a average of six months and 17% & 31% consumer purchasing at a interval of two to three months Generally when purchase Particular Guest Party Festival Regular Occasion % Of respondent 16 22 68 37 16

Interpretation Most of the consumer purchase the gulab jamunm on the festival so to increase the same they can give the discount on scheme on festival. 16% consumer purchase when there is a guest and 37% consumers purchase regularly.

How did u come to know about Amul gulab jamun instant mix and tin
50% Consumer 40% 30% 20% 10% 0% Shopkeeper T.V.(Adv.) Newspaper Sources Series1

Interpretation One third of consumer come to know by the news paper advertise so this advertise is effective so we can give more advertise in news paper on the festival so the consumer can come to know about Amul julab jamun instant mix and tin. We can also give them TV advertise but it is less effective because there is a general advertise of Amul and people doesnt come to know about gulab jamun. Use of alternative brand. Alternative preference Amul GITS Amul Ramdev Amul Ganesh Amul Nestle Other Amul % of respondent 37 15 12 12 24

Interpretation Data show that many of Amul users prefer their alternative brand as Gits, and also some prefer Ramdev, Nestley and Ganesh. As alternative of Amul gulab jamun instant mix while reversibly 30% respondents who currently use other brand give preference for Amul as an alternative brand. So amul must consider that prospect to convert tem to a Amul. Simultaneously Amul should keep in mind to retain the customer who use Amul but prefer Gits as their next choice.

Retailer force for other brand.

YES 19% YES NO NO 81%

Interpretation Only 19% of retailer force the consumer for other brands because if they dont have Amul gulab jamun instant mix then they force the consumer for other brand by saying that this quality is good than Amul. When there is scheme / discount you will purchase more

NO 58%

YES 42%

YES NO

Interpretation Only 42% of consumer are ready to purchase more when there is any scheme or discount is given but those who are not purchasing Amul gulab jamun instant mix are purchasing it when there is scheme. The retailer also stock the product and sells it so when there is scheme the sales will increaser many retailer say that we keep Amul julab jamun instant mix only when there is a scheme. Consumer purchase on festival so we should give the scheme on diwali and on other festivals.

Analysis of retailer (outside railway line)

No. Of retailer who keep different brand of gulab jamun instant mix & tin.

NO 46%

YES 54%

YES NO

Brand presence at retailer outlet.

70% 60% 50% 40% 30% 20% 10% 0%
v es h aj an an d N es tle ul S Am IT am G de an

Retailer

Series1

Brand

Interpretation. From the data seen in the graph, it is clear that 54% of retailer keep gulab Jamun instant mix& tin. Amul, 18% of total retailer keep GITS and Ramdev 58% & 46% of total retailer keep Ganesh, 52% of total retailer keep Gajanand and nestle, 32% & 16% of total retailer keep. Retailer keeps less amul gulab Jamun instant mix because of less consumer demand and there is a no replacement facility so if the product is not sale there will be a loss for retailer.

Highest selling at retailer shop.

40% Retailer 30% 20% 10% 0% Amul Ramdev GITS Ganesh Brand Series1

Interpretation Out of total gulab Jamun instant mix market GITS is at dominant positioin by capturing highest market shares and Ganesh stood at second position and Ramdev stood at third position with considerable acceptance in the market. Other brand like Ganesh, Gajanand and Nestle have negligible share. Influencing factors for highest selling. Influencing factor Quality Consumer demand Timely service Price Margin Credit facility Relationship with distributor Rank 1 2 3 4 5 6 7

Interpretation. Quality emerges as the main factor, followed by consumer demand, which force to keep particular brand. Punctuality in delivery and service has considerable influence. While margin and credit facility stand last in the ladder. Price as a factor has no much influence because is very less price variation among market player. It is observed that those who sales only Amul give highest preference to brand name compared to other while dealer who sales other competitors brand give highest preferance to quality and consumer demand.

Awareness of Amul product. Nature of response % Of respondents Yes 44% No 56%

NO 56%

YES 44%

YES NO

Interpretation. Results show that majority of people are not aware with different varieties of Amul product available in the market. But looking to the popularity of Amul considerable fraction of people are not aware with gulab Jamun instant mix & tin. So it should be considered for advertising emphasis. Preference for scheme. Influencing factor Cash discount Free discount Consumer discount Display scheme Coupon scheme Scratch coupon Quantity discount

Rank 1 2 3 4 5 6 7

Interpretation. Retailer thinks about that how they can attract more customer by the scheme and give the rank according it. They give first rank to cash discount that like everyone and they give second number to free discount and third to consumer discount which give benefit to customer. 4th rank is given to display scheme which is benefited to retailer they give 5th & 6th rank to coupon because it is complicated.

Amul distributor service

Not satisfied 39%

Satisfied Satisfied 61% Not satisfied

Attribute % of not satisfaction Frequency of service 43% Replacement 42% Credit facility 15% Interpretation. With concern to frequency of service, they find unsatisfactory service. Distributors are not giving service properly at some places. With replacement they are much unsatisfied and they are not keeping perishable product like gulab jamun instant mix. Credit facility is attributed fair view with reference to many retailers, which ultimately depend on their relation and commercial track record.

Analysis consumer response (outside railway line)

Use of gulab jamun instant mix & tin. Respondents Percentage Yes 56% Caterer 20% No 24% Interpretation. Result show that majority of respondents consume gulab Jamun instant mix & tin of standard brand product. Caterers gulab Jamun users are less compared to those but they also have considerable share. Their are some people those who doesnt consume gulab jamun. Consumer lookout for branded purchase. Brand GITS Amul Ramdev Ganesh Gajanand Other Consumption% 28% 14% 19% 26% 9% 4%

30% 20% 10% 0%

S ul h an d de v IT an es m R am N es G A an t le

Consumer

Series1

Brand

Interpretation Most of respondents are users of GITS but Amul and Ramdev also have remarkable share. Consumer is not aware about Amul gulab jamun instant mix & tin. So it should be considered for advertising emphasis.

aj

Awareness of the brand. Brand name GITS Ramdev Amul Ganesh Gajanand Nestle
Awareness 80% 60% 40% 20% 0%
v S h d de Am es IT an am an an G es tle ul

Awareness 68% 49% 38% 61% 20% 14%

Series1

Brand

Interpretation It was observed that people are well aware with traditional product like Amul milk, ghee, butter and ice cream. But it surprises when they display poor awareness for product like gulab jamun instant mix & tin. Specifically the Amul gulab jamun tin suffers from the low awareness. Thus it tempts one to conclude that efforts are required to communicate such varieties. Preference of influencing factor for choosing above brand. Influencing factor Quality Taste Brand name Price Package Availability Rank 1 2 3 4 5 6

aj

Interpretation Consumer attribute quality as influencing factor for purchase of respective brands. They also consider taste as second criteria for purchase. The third preference is given to brand name. They dont give much important to price, package and availability because there is no much price differentiation within different players, package are also almost same. Frequency of use Time period Monthly Two monthly Quarterly Six month % Of respondent 8 15 29 48

Interpretation There is a very low use of the gulab jamun among consumer. Half of the consumer purchasing at a average of six months and 15% & 29% consumer purchasing at a interval of two to three months Generally when purchase Particular Guest Party Festival Regular Occasion % of respondent 22 14 64 32 12

Interpretation Most of the consumer purchases the gulab jamun on the festival so to increase the same they can give the discount on scheme on festival. 22% consumer purchase when there is a guest and 32% consumers purchase regularly.

How did u come to know about Amul gulab jamun instant mix and tin

60% Consumer 40% 20% 0% Shopkeeper T.V.(Adv.) Sources New spaper Series1

Interpretation One third of consumer come to know by the T.V. advertise so this advertise is effective so we can give more advertise in T.V. on the festival so the consumer can come to know about Amul julab jamun instant mix and tin. We can also give newspaper advertise but it is less effective. Use of alternative brand. Alternative brand Amul GITS Amul Ramdev Amul Ganesh Amul Nestle Other Amul

% Of respondent 31 16 22 4 27

Interpretation Data show that many of Amul users prefer their alternative brand as Gits, and also some prefer Ramdev, Nestle and Ganesh. As alternative of Amul gulab jamun instant mix while reversibly 27% respondents who currently use other brand give preference for Amul as an alternative brand. So Amul must consider that prospect to convert tem to a Amul. Simultaneously Amul should keep in mind to retain the customer who use Amul but prefer Gits as their next choice.

Retailer force for other brand.

YES 24% YES NO NO 76%

Interpretation Only 24% of retailer forces the consumer for other brands because if they dont have Amul gulab jamun instant mix then they force the consumer for other brand by saying that this quality is good than Amul. When there is scheme / discount you will purchase more

NO 58%

YES 42%

YES NO

Interpretation Only 42% of consumer are ready to purchase more when there is any scheme or discount is given but those who are not purchasing Amul gulab jamun instant mix are purchasing it when there is scheme. The retailer also stock the product and sells it so when there is scheme the sales will increaser many retailer say that we keep Amul julab jamun instant mix only when there is a scheme. Consumer purchase on festival so we should give the scheme on diwali and on other festivals.

Summary of finding
Objective of research was to identify consumer awareness, consumer buying behaviors and market penetration.

Research was carried out for this purpose in the Ahmedabad, which is divided in four areas, outside octroi, inside octroi, wall city and outside the railway line. The data was collected through structured questionnaire in which 200 retailers and 200 consumers we contacted for their views on various aspects of the study. As per the response obtained and through detailed analysis of it, the facts can be summarized as follow. 1. Gits is the leader of gulab jamun of instant mix market with 58% market sale, Ramdev is the second largest player with 22% market share. Amul is at third position with only 12% market sale. 2. Gits is available at 71% of retailer stores, 63% retailers keep ramdev brand.. while only 22% of total retailer keep Amul gulab jamun instant mix in their stores. 3. Majority of retailer are satisfied with the replacement policy of other brand and get replacement on unsold and damaged gulab jamun instant mix. Amul is not giving replacement so they are not keeping the Amul gulab jamun instant mix in their store. 4. Most of the retailer get almost equal profit margin from each brand because of the high sale of Gits mix julab jamun instant mix, retailer get maximum profit from Gits due to low demand and low sales of Amul gulab jamun instant mix, retailer get very low overall profit even though Amul provides almost equal margin to retailer. 5. Most influencing factor for keeping above brand is quality and brand name in their views. Punctuality and services are later in their consideration, while margin and credit facility remain last in their ladder. For consumption of Amul, consumer attributed brand name and quality as the only influencing factor. Retailer indicated that consumer demand force them to keep Amul otherwise they are not interested to sale. 6. Consumer gulab jamun consumption pattern suggest get majority of consumer use instant mix, but still caterers gulab jamun users have a noticeable sales. By capturing such consumers there is use potential for Amul to increase its sales of gulab jamun tin. 7. Consumer gets higher rank to quality followed by taste as an important facto influencing the consumption of gulab jamun brand name and easy availability were also considered.

8. alternative brand for preference indicate bright prospect for Amul. Competition customers give preference to Amul as their alternative choice. Diverting such customers towards Amul can be a market opportunity. Amul also has some fraction of loyal customer who do not prefer any of competitors band as a substitute of Amul. The base of such loyal customer should be increased to reinforce its market leader position. 9. Some of the Amul retailers were found forcing other brands on amul customer at their outlets. Steps like exclusive amul dealing are required to prevent I at the easiest. 10.baffling results are found with concern to Varity awareness some people are not well aware with julab jamun tin. Data show that unawareness is not high but for such well known brand it must be considered by Amul advertising wing.

Recommandation
1. It is observed that some fraction of respondent who consume Gits and Ramdev prefer Amul as an alternative brand, thus by converting such

2. 3.

4. 5.

prospective customers into first time research, users Amul can realize increase in sales figure. By increasing frequency of advertising and proving display materials, Amul can simulate retailer to store more Amul gulab jamun and consumer to buy more. Consumer awareness can be increased. No doubt Amul is a very strong brand name in the dairy industry but for gulab jamun product Amul has a poor image in the mind of retailer as well as consumer compare to Gits and Ramdev. So it is necessary to build a positive band image of Amul gulab jamun instant mix and tin. Many consumer complain about the Amul gulab jamun tin that gulab jamun are not so soft and fresh as clatterers. So the gulab jamun should be made soft and also we can make it of round shape. Retailers are not keeping Amul gulab jamun instant mix in their stores because there is not replacement facility. And product also comes late after the manufacturing date.

Other strategies Exclusive dealing.. An ethical way for strengthen you position!!! When the marketer wants that the dealer doesnt handle competitors products, this is called exclusive dealing. Both parties benefit from this arrangement the marketer obtain more loyal and dependable outlets, and dealer obtain a steady source of supply of demanded product and stronger marketer support. Customer care. For enforcing your position!!! Such handsome words are becoming need for any marketer. Each organization needs well established system to care for company customers which handle various activities like satisfaction interview, quality survey, urgent handling of their complains, replacement for genuine complaints, and many other things to create and retain loyal customers. Which is the brand value for the company. Customer here does not mean only consumer of the product but also includes dealer and retailer of the product. Advertising A necessity for effective communication!!!

Informative advertising aims to create awareness the knowledge of new product for new feature of existing product e.g. some problem with variety awareness can be solved through such advertising. Information advertising has advertises which has detailed information about contents about products, its uses and various benefits which are offered by the product. Distribution channel member As a true business partner. Every member of distribution should be treated as true business partner and some mutually beneficially arrangement must be established which serve to the ultimate goal of customer satisfaction but by providing good quality product and easy availability of it. Every one should involve achieving this goal by anyhow. Distributor are acquainted with field staff assistants, while retailer are giving poor view about it. Regular visit of field staff to dealer is necessary to find solution of their problem. It is not possible to meet frequently to all of them but regular route should be followed, which cover attainable dealer per day. Thus all the dealer can be covered at regular interval and their confidence can be won by hearing to their problems. Similar look packaging of private player is creating confusion among customers and also sometimes and also dealers are passing such products to illiterate consumers. Therefore by anyhow such presence in the market should be prevented i.e. by legally or others. Ex. Ramesh Chauhan, CEO of Parle, copyright hexagonal shape of mineral water packaging bottle for its brand Bisleri, so no other can copy such hexagonal shape botteling.

Conclusion

By analyzing the survey finding it is concluded that Amul is a leader in the dairy industry. Amul julab jamun has a very low market share even though Amul has a positive image in the mind of retailers. To compete with MNC such as Gits, GCMMMF have to build a strong brand image for gulab jamun product. For that Amul have to provide more display materials and replacement facility to the retailers and has to rethink advertising strategy for gulab jamun. It is never too late to capture a market if you have a better performing brand. Only it has to be new different and better. Lindsay Owen John (Loreals Chairman)

Limitation of the project:-

Project have a certain limitation, which are as following. 1. There are many retailers who keep different brands of gulab jamun instant mix such as provision store, super store, parlors, kariana stores, etc. so projection of real picture of gulab jamun market is difficult. 2. Due to lack of time the area of study is always keep limited. 3. Mentality and disposition of the retailer at the time of survey may effect the response. 4. Relative ranking of areas features create some confusion in consumers mind.

Bibliography
Books

Marketing Management (Philip Kotler) Magazines Business world Web sites www.amul.com www.amul.coop

Contents
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