Project Objectives To get better understanding of the brand image. To do the comparison of AMUL MASTIDAHI with other brands To make ones action plan with companys objective. To know the brand image of MASTIDAHI To know the consumers attitude and demand towards the brand. To know the consumers reaction towards brand in terms of price, offers & schemes
About the Organization GCMMF is the apex organization of the Dairy Cooperatives of Gujarat, popularly known as 'AMUL' 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. Its success has not only been emulated in India but serves as a model for rest of the world.
GCMMF is India's largest exporter of Dairy Products. GCMMF could not only realize better prices as per market demand but it also firmly established Amul in the league of top dairy players in world trade
It also received various awards for its consistent adherence to quality, customer focus Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF), is India's largest food product marketing organisation with annual turnover (2013-14) US$ 3.0 billion.
Conti..... Amul has been able to: Produce an appropriate blend of the policy makers farmers board of management and the professionals: each group appreciating its rotes and limitations, Bring at the command of the rural milk producers the best of the technology and harness its fruit for betterment. Provide a support system to the milk producers without disturbing their agro-economic systems. Plough back the profits, by prudent use of men, material and machines, in the rural sector for the common good and betterment of the member producers. Research Methodology adopted RESEARCH DESIGN - The research methodology adopted is of descriptive type. The major purpose of this research was the description of the affairs as it exists at present
SAMPLING DESIGN - Sample design is a definite plan of obtaining some items from the whole population. The sample used in this project is Cluster
SOURCES OF DATA - One had to depend mainly on primary data as firsthand knowledge was required about market position of various brands in dahi
SAMPLING TECHNIQUES - The stratified sampling method was followed. The population of all the towns was not homogeneous. There exist people of different occupation. So stratified sampling technique had to be applied in order to obtain a representative sample.
SAMPLE SIZE - The sample size varied from town to town for retailers
DATA ANALYSIS - The data were analysed separately for each area. The findings resulting of the analysis varied from area to area and the recommendations stated accordingly arrived at after thorough and recommendation stated accordingly.
Analysis, Interpretation, findings Mother Dairy and Nestle is rolling almost two times more than amul masti dhai because of quality and availability. Supply chain remains the biggest issue. Amul is more focused on milk . Replacement not provided by amul on dahi. In few areas only cup dhai were in demand and in few only pouch dhai. Consumers are more price sensitive so they are going for other brand(local brand) as well. Retailers prefer brand which provide them larger margin. Brand loyalty plays an important role while purchasing a product.
Conti.... SWOT Analysis of AMUL MASTI DAHI:
Strength
Low price: - The prices of Amul curd are comparatively low as compared to other companies. Good brand image: - It manufactures only milk and milk products, which is purely vegetarian thus providing quality confidence in the minds of the customers. Indian brand:-The Company is having Indian origin thus creating feeling of oneness in the mind of the customer. Weakness Improper supply. No replacement No separate delivery unit No commercial refrigeration supply Distribution channel is not properly hooked up.
Opportunity Expansion:-The company has the potential to expand the product to the remote area of Bangalore, since the curd market is at growing stage with very less competitor so by introducing new brand & intensive advertisement, their can be a very good scope in future. Product offering:-Can offer wide variety of dahi under the umbrella of amul masti dahi. Existing market is not fully tapped & the company can increase presence by penetrating further. Threat The major threat is from other company who hold the majority share of upper class consumer in the present market.eg-MOTHER DAIRY & NESTLE.
There is no any brand loyalty in the curd market and the consumer can change their brand.
This project was of great importance to me, I have learnt a lot in this project, As we know that Amul is a very big organization and market leader in dairy products.
From all the available results this can be concluded that people have huge expectations from the company. They not only want all the things they are getting from other companies but in addition they also want some other benefits which in turn can give them security of being a part of AMUL as a customer in long run
However, MILK contributes almost 50% of daily sale of the store. In fact, during festival offers and Big Days, milk has the major contribution in attracting customers and increasing the store sale. So we can say that customers want huge offers and discounts. If AMUL gives huge discount and offers, it will definitely increase its sales
Suggestions Supply should be regular to all the outlets including those that lie in the pocket roads and not just in the outlets which lie on the easily accessible routes. Amul has a relatively good distribution network, but still company is not able to fulfill the demand of outlet in the peak season when demand is very high. Here company should consider on the supply of product in the peak season. Only fresh product should be supply in the outlet. There is no doubt that Amul curd is a brand name, but it should create brand identity. Company should provide expiry replacement facility to the retailers, which will keeping the stock