I visited the following outlets today and following are my observations: 1.

MORE, Kirti Nagar

Amul display was more prominent. Britannia products were not put together unlike amul( Gowarda and Go cheese products were put between britannia products). also, line of sight had amul products. Promotional bilboards were prominently displayed for amul. Please find the attached pictures for the same. Offers were there on Amul (with 10 cheese slices, 100g of amul butter was free) and on Go cheese( 2 slices given free with pizza cheese) and no such offers were available on britannia cheese. "MORE" discount of Rs 5 on amul products which was attracting customers more towards amul. According to dairy product store manager, Mr Jai(9811166922), sales of Amul is more. On talking with consumers- mostly preffered slices over blocks and preferred low fat cheese for themselves over normal cheese. 10 slices SKU has more sale in comparison to 24 slices cheese pack. on talking with product manager, sale of cheese cubes is less while that of slimz is gradually increasing. sale of 10 slices britannia cheese is maximum out of all the available variants.
2. My observations at Reliance Fresh

Britannia cheese variants were less present. there were more of Amul and go variants present. Mother Dairy cheese (10 slices pack) was also present which was not in case of more store. Not all variants of britannia was present. Only cheese processed ceddar, block cheese and cheezza was present. Visibilty of block cheese was less and even britannia slices were kept more at the back. Visibilty was a major issue with britannia products. Slimz and flavored cheese spreads were missing. Reliance Fresh has lot of brands like happy cow( low fat cheese), Go cheese, Amul, Mother Dairy, Milkana. Cheese cubes were there but not on the line of sight. Prices were marginally less as compared to more store. According to product manager, Sumit ( 9718712278), Britannia cubes sell very less. People prefer slices the most. Britannia cheese slices has maximum sales of cheese. Amul cheese slide sales is also good. Sales of go, milkana, mother dairy is bad. Due to their very less movement, usually they sell them at high discounts to ensure they are sold off before the expiry date. I observed that 2 packing of britannia cheese slices were available-one with 0ct'11 manufacture date and other with feb'12 manufacture date. on the feb'12 manufacture date product, packaging has rs10 off which was not there in the oct'11 product. reliance fresh is offering Rs30 off each on both these packaging. both these products were placed next to each other.Now, when customer sees it, they were preferring feb'12 packaging as Rs 10 off notion showed that they can get Rs 40 off. Display is not as good as Amul but promotional bilboards for britannia is there. PFA picture for the same.
3. Easy Day

Amul products were less there. Britannia products were there but less variants were present like only cheese slices and cheese spreadz( masala mania and asli pepper) were present.

 Placements of Britannia products were not proper as brand name Britannia was not show. PFA picture for the same. Other brands were less. SKU options were less. This is because shelf space is a problem so thats why they are not keeping all the brands. Britannia is a prominent brand there.
concerned person- amar 9953116624 4. Big Bazaar, Wazirpur

Display of britannia products were most prominent here. PFA pics for the same. Almost all variants of britannia and all SKU were present. Larger size SKU was more prominently displayed. According to concerned person( Sudharkar bharti, 9999483108), smaller SKU have maximum sales. Amul has only 3 variants while Britannia has many so this favors the customers. Amul has a stock out problem. On talking to consumers it was observed that customer loyalty and customer prefernece for cheese as a product is less so when amul products were not present in big bazaar, people were going for britannia cheese. According to sudharkar, sale of amul cheese is maximum but when it has a stockout problem then sales of britannia cheese increases.

I interacted with a lot of consumers also .Most of them denied using cheese as they have to sit long hours in office and it adds more fat which is a serious health problem according to them. However 2 of the customers accepted regular use of cheese. Mrs Sanchita Gupta She is an IT engineer working for Magic Softwares. She prefers to consume Amul.She dont like the flavoured cheese though.She feels it has added "non-natural flavours" She uses it in sandwiches n sometimes with paranthas. However she is not that brand conscious . If she needs it and Amul is not available , she picks any of the Britannia or Mother Dairy product .She is price sensitive and the promotion and discount does matter to her as she said "normally een teeno ka price same hota hai .Same quality products hai yeh.Ab jisme discount jyada hua woh le leti hun ji". She purchased 10 Slice Britannia cheese @ Rs 30 discount in Reliance Fresh . Mr. Rajesh Rai He works for SBI . Not a regular consumer of cheese.Always buy the 30 rs Amul cheese product . As they are used to the taste and its available in kirana store next to his. He feels cheese is a perishable product not having a lifetime of more than 1 month "1 mahine se jyada to chalta hai nahi ye sab cheej ji.Bagal waali dukaan se fresh le leta hun." On asking whether he would change the brand given a trial product and discount on next 3 purchases . He said "W oh to dekhna hoga ji. Misses aur bacchho ko pasand aata hai ki nahi . Waise britannia brand to badi hai " Sir, tomorrow i will be going to Gurgaon side. I need at least 10 of the visiting cards as when I asked for sales data, thay said they need visiting card with mails. Thank you