Professional Documents
Culture Documents
PROJECT REPORT ON
A Study on Penetration of Amul Milk in Retail Outlets of Pune City
This study was conducted from 8th June 09 to 8th August 09
Company Guide:
Mr. PRANIL JADHAV BHASIN SENIOR EXECUTIVES (SALES) OF GCMMF LTD PUNE
Faculty Guide:
Prof. K.K
INDEX
S.NO. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 CONTENTS ACKNOWLEDGEMENT DECLARATION CERTIFICATE BY GUIDE INTRODUCTION TO THE PROJECT EXECUTIVE SUMMARY INDUSTRY PROFILE CHAPTER 1- INTRODUCTION AND HISTORY OF THE COMPANY CHAPTER-2 OBJECTIVE AND SCOPE CHAPTER-3 RESEARCH METHODOLOGY CHAPTER-4 DATA ANALYSIS AND INTERPRETATION CHAPTER-5 LIMITATIONS CHAPTER-6 FINDINGS CHAPTER-7 SUGGESTIONS AND RECOMMENDATIONS ANNEXURE PRODUCT PROFILE PAGE NO. 3 4 5 6 8 9 13 25 26 28 39 40 41 42 45
ACKNOWLEDGEMENT
With immense pleasure, I would like to present this project report for Kaira District Co-operative Milk Producers Union Ltd., Anand. It has been an enriching experience for me to undergo my summer training at AMUL, which would not have possible without the goodwill and support of the people around. As a student of ASIAN SCHOOL OF MANAGEMENT, PUNE I would like to express my sincere thanks too all those who helped me during my practical training programme. Words are insufficient to express my gratitude toward Mr. Pranil Yadav, the pune head of AMUL. At last but not least my grateful thanks is also extended to Mrs. Madhavi Khare (Director ASIAN SCHOOL OF MANAGEMENT Pune) and my thanks to all my faculty members for the proper guidance and assistance extended by them. I am also grateful to my parents, friends, to encourage & giving me moral support. However, I accept the sole responsibility for any possible error of omission and would be extremely grateful to the readers of this project report if they bring such mistakes to my notice.
DECLARATION
I hereby declare that the project report entitled A study on the penetration of Amul Milk in retail outlets of Pune city is the produce of my sincere effort. This Summer Internship Project is being submitted by me alone, at Asian School of ManagementPune, for the partial fulfillment of the course PGDM, and the report has not been submitted to any other educational institutions for any other purpose.
Date:
Signature:
The dairy industries companies run mainly on the factors such as availability, service frequency, affordability, taste and marketing. Availability is plays a vital role 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 sales volume comes primarily from retailing. Market penetration is one of the four growth strategies of the Product-Market Growth Matrix defined by Ansoff. Market penetration occurs when a company enters/penetrates a market with current products. The best way to achieve this is by gaining competitors' customers (part of their market share). Other ways include attracting non-users of your product or convincing current clients to use more of your product/service (by advertising etc).
It was found that due to low consumption of milk, there is no more awareness of milk product here It was the major cause to the low selling of Amul milk product. Like that penetration level in the outlet of milk product was low. Finally the whole study of the research work, the company needs the effective advertisement of the product in the local channel and print media for awareness of Amul milk in the Pune city. Promotion Tool Used
The consumers are seduced to buy the product. It helped to increase sales volume. Consumer can get good quality of good in cheaper price. It can attract the new consumers and customers buying other milk brands. Attract brand switchers, who are primarily looking for low price, good value or premiums.
Turn switcher to loyal users, It induced to make some subsequent purchases. Give little permanent gain in market share.
1.2
Need of Study
Managers are always curious about the position of their companys products in the market which largely depend upon the companys goodwill, and the position of their brand. In order to maximize the sale and profit, company must deliver outstanding satisfaction to the retailers. So market survey of retailers, chart out the position of the company as compared to the competitors. It helps the organization to find out the brand being sold most by the retailers along with their stocking and also consumer buying preferences.
EXECUTIVE SUMMARY
I Sumeet Singh Jasrotia felt privileged to be a part of ASIAN SCHOOL OF MANAGEMENT, PUNE. I did my summer internship training in Gujarat Cooperative Milk Marketing Federation Ltd a FMCG sector company under the brand name AMUL. My project title is the A Study on penetration of Amul Milk in the retail outlet of Pune city. The project basic objectives are to estimate demand of Amul Milk and promoting Amul milk in Pune at the same time. In todays competitive world while entering in the market it is very necessary to have good knowledge of the potential of a particular market. The information regarding the activities of competitors existing in the market so that we can plan our each activity according to that. Also it is necessary to retain the existing customers apart from attracting the new customers. The Project is concern with to determine the penetration level of Amul dairy milk in Pune city. The project included as part of MBA Programme and the project is done from June to August.
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 producers of milk and value-added milk products in the world. The dairy sector has developed through co-operatives 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. Also India today is the lowest cost producer of per litre of milk in the world, at 27 cents, compared with the U.S' 63 cents, and Japans $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
Milk Production from 1950 to 2020 1950 1996 1997 17 million tonnes 70.8 million tonnes 74.3 million tonnes 240 million tonnes 220 to 250 mt 2020
India contributes to world milk production rise from 12-15 % & it will increase up to 30-35% (year 2020) World's Major Milk Producers Country India Brazil Russia Germany France Pakistan USA UK 2002-03 81 75 34 27 24 21 71 14 (Million MTs) 2003-04 (Approx.) 84.5 77 33 27 24 22 71 14
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Research and Development in Dairy Industry: 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 todays 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 world wide 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. Development of Food Processing Industry: The food processing industry sector in India is one of the largest in terms of production, consumption, export and growth prospects. The government of accorded it is a high priority, with a number of fiscal relieves and incentives, to encourage commercialization and value addition to agriculture produce, for minimizing harvest wastage, generating employment and export growth.
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Exports of milk products have been decentralized and export in 2005-2010 is estimated at 71.875 cr. Production of Milk in India: The facts and figures here shown are calculated on the basis of percentage increases pear year. Year 1993-94 1994-95 1995-96 1996-97 1997-98 1998-99 1999-00 2000-01 2001-02 2002-03 2003-04 2004-05 2005-06 Production in million MT 61.2 63.5 65.0 68.0 71.0 74.5 78.0 81.51 85.17 89.0 93.0 97.65 102.45
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Hindustan Uni Lever Limited MTR foods limited Godrej industries Limited Amul Dabur India Ltd. ITC Limited Agro Tech Foods
Perfetti India Ltd. Cadbury India Ltd. PepsiCo India Holdings Nestle India Pvt. Ltd. Britannia Industries Ltd. Parle Products Pvt. Ltd.
Chapter 1
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GCMMF Overview:
GCMMF is the Indias largest food products marketing organization. It is a state level apex body of milk co-operatives in Gujarat, which aims to provide remunerative returns to the farmers and also serves the interest of consumers by providing quality products, which are good value for money.
VISION
The vision of AMUL is as follows: To serve the interests of the milk producers To provide quality products that offer the best value to consumers for money spent.
SALES TURNOVER
Sales turnover of GCMMF
Year 1995-96 Rs. (in millions) 13790 ASIAN SCHOOL OF MANAGEMENT US $ (in millions) 400 14
AREAS OF OPERATIONS
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SOME FACTS:
Annual Revenues Members No of Employees No of village societies Total Milk handling capacity Annual Milk Collection Daily Milk Collection Milk Drying Capacity : $1.33 billion USD : 13 district cooperative milk producers` union : 2.7 million : 13,141 : 10.21 million liters per day : 2.69 billion liters : 7.4 million liters : 626 Mts. Per day
ACHIEVEMENTS
AMUL has achieved the following landmarks. AMUL is the largest food brand in India. AMUL is the world`s largest pouched milk brand. AMUL is the world`s largest vegetarian cheese brand CRISIL has assigned its highest ratings of AAA to the various bank facilities of GCMMF
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PLANTS
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Second plant is at MOGAR, which engaged in manufacturing chocolate, nutramul, Amul Ganthia and Amul lite.
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Today, twelve dairies are producing different products under the brand name Amul. Today Amul dairy is no. 1 dairy in Asia and no. 2 in the world, which is matter of proud for Gujarat and whole India.
LOGISTICS
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AMUL has the largest cold chain network in India (i.e. 18000 refrigerators) as compared to any other company. The chemical components of milk are water, SNF and solids. Milk is very perishable product so it has to be consumed within 24 hours. In order to avoid wastage AMUL converts the milk in to SNF and milk solids by evaporating the water, which comprises up to 60-70% of milk contents. This is possible only if the distribution channel right from the producer to the consumer is well organized. It will be surprising to know that AMUL makes even the Sarpanch to eat pizza i.e. it supplies pizzas even to rural market.
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COMPETITORS PROFILE
CHITALE DAIRY
Chitale Dairy bears the quality tag of the Chitale Group.The company manufactures and markets highly functional products. These cutting edge products are manufactured using state-of-the-art technology and find applications in day-to-day transactions. Chitale dairy annual turn over of over Rs. 500 crores.
KATRAJ DAIRY
Katraj was incorporated in 1960 with an intension of providing an organized facility of milk collection for the village level farmers situated in Pune district. Katraj Dairy started with milk collection of about 0.30 lakh (30.000) litres in the first year of operation and today, has steadily grown to over 3.25 lakh (0.32million) litres per day and has a financial turnover of over Rs.150 crores (Rs.1500 million / US$ 33 million) against Amuls annual turnover of over Rs. 52554 million / US$ 1325 million.
GOKUL
The Kolhapur District Co-operative Milk producers Union Ltd., Kolhapur was established on 16th March 1963 under the Co-operative Act. It made a moderate beginning by collecting 700 liters of Milk per day from 22 societies. Most success stories have a humble begining & so have been with Kolhapur Zilla Sahakari Dudh Utpadak Sangh Ltd. On 16th March 1963 a spark stormed a fire to help the White Revolution revolt heavily, when on this day came into being the Kolhapur Zilla Sahakari Dudh Utpadak Sangh Ltd with the introduction of its popular brand of Gokul Milk & its wide range of Dairy products in to the market. Gokul milk has 6, 05,000 litres average sales per day.
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ORGANIZATION STRUCTURE
Organization Structure is divided into two parts: External Organization Structure Internal Organization Structure
External Organization Structure External Organization Structure is the organization structure that affects the organization from the out side. State Level Marketing Federation
Villagers As we know, GCMMF is unit of Gujarat Milk Marketing Federation, which is a co-operative organization. The villagers of more than 10000 villages of Gujarat are the bases of this structure. They all make village milk producers union, district level milk producers union and then a state level marketing federation is established. The structure is line relationship, which provides easy way to operation. It also provides better communication between two stages.
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Organization Structure Chart Chairman Managing Director General Manager Asst. General Manager
Production Dept.
Marketing Dept.
A systematic & well-defined organizational structure plays a vital role & provides accurate information to the top-level management. An organization structure defines a clear-cut line of authorities & responsibilities among the employees of GCMMF. The Organization structure of Amul is well-arranged structure. At a glance a person can completely come to know about the organization structure. Amul is leaded by the director under him five branches viz. Factory, Marketing, Accounts, Purchase, Human Resources Department.
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Marketing department has regional senior marketing manager and under him there is a regional manager. This department takes care of the marketing aspects of Amul. Accounts department takes care regarding accounts i.e. day-to-day work. Under the accountant there is one clerk. Purchase department takes care regarding the purchase of raw materials and many other things.
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Chapter 2
OBJECTIVE AND SCOPE
1. OBJECTIVES OF THE REPORT
The main objective of the Study can be listed as follows A. PRIMARY OBJECTIVE
1.
To find size of retail network of Amul Taaza and Amul Gold in specific areas of Pune city or penetration level of Amul Milk in Pune city.
2. To find the problems faced by retailers in selling and storing. 3. To collect the information about the competitors
2.
SCOPE OF PROJECT
The study carried out in Pune city so its scope is mainly limited to Pune city. It gives information about the size of the retail network. It gives information about the services given by distributor to their retailer. It gives information about the competitors products. It will serve consumer in better manner.
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It provides suggestions to the company to improve their products sales. It gives information about the sales promotion activities to improve the milk sale.
SAMPLE UNIT
In this project case sample were the retailers in Pune region & the aim was to know the penetration level of Amul milk and the competitors present in the market.
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SECONDARY DATA
Secondary data collected from different website. This secondary data formed the conceptual background for the project. This secondary data was compared with the primary data collected in area.
RESEARCH INSTRUMENT
The research instrument used in the project was Questionnaire to collect primary information, it provided flexibility by using more close ended and few open ended questions.
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Answer Yes No
Yes No
No 80%
INTERPRETATION:
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2) Sizes of Amul milk packets retailers preferred to store. (Out of 269 retailers only 55 were buying Amul milk.).)
No. of respondents 0 32 23 0
1 Ltr
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500 m l
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250m l
0 0 5 10 15 20 25 30 35
No. of respondents
INTERPRETATION:
ASIAN SCHOOL OF MANAGEMENT 30
3) Reasons for Amul milk not stored by retailers. (Out of 269 retailers 214 were not buying Amul milk.) Answer Absence of packaging date Low margin No replacement for leakage No distribution No. of respondents 6 154 30 24
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30
Low m argin
154
20
40
60
80
100
120
140
160
180
No. of respondents
INTERPRETATION:
From above graph it is clear that half of the retailers were not satisfied with Amul replacement and margin policy. Some retailers responded about absence of packaging date. Very less retailers complained about distribution network.
4) Preference of retailers to milk brand. BRANDS Amul Chitale Katraj Gokul Others RESPONDENTS 55 107 57 6 44
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. INTERPRETATION:
The above graph shows that the Chitale is most preferable brand in all. Some retailers also prefers Katraj and others brands.
5) Sources from where retailers get Amul milk (Out of 269 retailers only 55 were buying Amul milk.) Answer Distributors Other suppliers No. of respondents 52 3 Percentage 95 % 5%
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INTERPRETATION:
Almost all retailers said that they purchased milk from Amul distributors.
6) Retailers satisfaction with Amul distributor. (Out of 269 retailers only 55 were buying Amul milk.).) Answer Yes No No. of respondents 34 21 Percentage 62 % 38 %
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No 38%
INTERPRETATION:
Graph shows that most of the retailers were satisfied with the service provided by the Amul distributors.
7) Awareness among retailers about different Sales Promotional activities for Amul Milk. (Out of 269 retailers only 55 were buying Amul milk.)
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Activities Price off Free samples Credit facility Advertisement P-O-P Displays Coupons
Aware 37 13 16 49 41 50
Not aware 18 42 39 6 14 5
INTERPRETATION:
The graph shows that retailers were aware about the sales promotion activity that Amul carried out, but some respondents were unaware about various activities. Most of the retailers were aware about advertisement and coupons scheme during festivals. Credit facility and free samples were not provided to single retailers.
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8)
Consumers expectation from Amul milk. (Out of 269 retailers only 55 were buying Amul milk.) ATTRIBUTE Good quality Clear packaging date Availability RESPONDENTS 7 23 25
Availability
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23
Good quality
10 RESPODENTS
15
20
25
30
INTERPRETATION:
The question asked to the retailers where the Amul milk is being sale, and tried to collect feedback of customers about Amul milk. More customers were having complaints about the clear date of packaging and availability. Some customers were not happy with quality of milk.
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9)
(Out of 269 retailers only 55 were questioned as they buying Amul milk.) Attribute Rating Very good Good Average Bad Very bad Total
60 50 40 30 20 10 0 Quality Brand im age Very good Good Availability Average Bad 48 37 34 2 5 Packaging Very bad 0 5 13
Quality 37 13 5 0 0 55
0 7
Brand image 48 7 0 0 0 55
Availability 34 15 0 6 0 55
0 6 0 15
Packaging 5 2 48 0 0 55
0
Margin 0 0 0 0 55 55
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55
0 Margin
INTERPRETATION:
From the above graph it can be concluded that QUALITY: Most of the retailers were satisfied with Amul milk quality. BRAND IMAGE: The graph shows that Amul is having good brand image. AVAILABILITY: Most of the retailers were satisfied with the Amul milk distribution. PACKAGING DATE: Most of the retailers were not satisfied about not printing of packaging date and they were facing a problem regarding same. MARGIN: All retailers were not satisfied with the margin policy given by Amul.
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Store name Sai Vaishali New hanuman Hanuman Durga Initially 0 0 5 15 5 Day 1 10 15 20 30 10 Day 2 5 15 15 25 10
Day 5 5 15 15 25 8
Day 6 5 15 15 25 8
Day 7 5 15 15 25 8
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The survey is limited only for nine wards. Time period of the project was 8 weeks, which may not be enough to understand the whole market. Sample size (269) of project was too small as compare to total area covered. Respondent hesitate to give true response to question.
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ANNEXURE
QUESTIONNAIRE
(Retailer Survey)
Name of the shop: __________________________________________________ Retailer Name: ____________________________________________________ Address: __________________________________________________________ 1) Do you stock Amul milk? a) Yes b) No
2) If yes, what is the size of Amul milk packets do you preferred to store? a) 250 ml b) 500 ml c) 1 Ltr d) 5 Ltr.
3) If No, Why?
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4) Which is the most preferable brand of packaged milk that you stock? Amul Chitale Katraj Gokul Others
a) Yes b) No 7) Do you know which Sales promotional activities does the company undertake for Amul milk?
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a) Yes b) No
9) What is consumers expectation from Amul milk? a) Good quality b) Packaging c) Availability
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Good
Average
Bad
AREA COVERED:
Katraj Balaji nagar Manik Bagh, Sinhgad Road Datta Wadi, Sinhgad Road Higne kurd, Sinhgad Road
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PRODUCT PROFILE
Milk is the natures perfect food for all ages. It has almost all the vital nutrients need for the growth and well being of human body. Milk is the richest natural source of calcium and essential amino acids, which is good for bone formation. It is particularly beneficial for people recovering from sickness, for sportsmen, for old people, for pregnant women and for growing girls and boys. The doctor recommends a minimum daily intake of 250 ml or more for every person. Normal cow milk has 4% Fat and buffalo has 7% Fat. There is another important constituent of milk is Solids Non Fat (SNF). This (or SNF as it is commonly called) comprises of proteins, minerals, carbohydrates and vitamins. For mil to be nutritionally balanced, it has to contain both Fat and Solids Not Fat in proportion. The PFA act lays down standards of Fat and SNF for various types of milk, as follows: FAT 1. Toned milk (Amul Taaza) 2. Full Cream Milk (Amul Gold) 3. Cow Milk (Amul Cow Milk) 3.0% Min 6.0% Min 3.5% Min SNF 8.5% Min 9.0% Min 9.0% Min 48
Amul Milk is available in Pune and surrounding areas in Toned, Full cream and cow milk varieties. Amul Milk strictly confirms to PFA standards. In fact we keep our standards. In facts
We keep our standards higher so as to abundantly comply with the legal requirements and to provide wholesome nutritive food to our consumers.
This means when you are buying Amul Milk you are sure to get the natures perfect food for your family. You are sure to get your full 500 ml. in every pack. You are sure of getting milk, which has longer life because of superior bacteriological quality and state of art processing technology The loose milk available from local vendors often does not confirm to PFA standards. It often has less Fat and less Solid Non Fat then required. Remember that if your milk contains 0.5% less Fat or SNF, you are paying up to one rupee per pouch extra. Besides, it is not uncommon to find artificial preservatives, which are not permitted by law being added to loss milk. If you are buying cheap loose milk or even pouch milk, think again! By compromising on the quality of milk, you may be depriving your children of essential life-building proteins and nutrients that only pure and high quality Amul Milk will give.
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AMUL PRODUCTS
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Amul Kool
Amul Lite
Kool Koko
A delight to Chocolate Lovers. Delicious Chocolate taste
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Gouda Cheese
Made from fresh cream. Has typical rich aroma and granular texture. An ethnic product made by dairies with decades of experience.
Mithai Mate
Sweetened Condensed Milk Free flowing and smooth texture. White to creamy color with a pleasant taste.
Masti Dahi
Desserts
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Amul Shrikhand
Amul Chocolates
The perfect gift for someone you love.
Amul Lassee
Amul Basundi
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