Expansion of Amul Apo

In
Colleges & Societies Of Delhi/Ncr

Made by : SUMIT KOHLI

PGDM- A
Roll No 52
Objectives of the study

Identify new Avenues for APOs in Delhi keeping in mind center of Excellence
(Coe) places.

Devise strategies to start new APO in COEs.

Propose advantage of having Amul Milk booth in Coe to concerned Authority.

To pitch colleges all over Delhi and societies in IP Extension for AMUL APO
and getting leads for the project.
AMUL PALOURS:-

Amul "Utterly Delicious" Parlours:-

Amul has recently entered into direct retailing through "Amul Utterly Delicious" parlours
created in major cities Ahmedabad, Bangalore, Baroda, Delhi, Mumbai, Hyderabad and
Surat. Amul has plans to create a large chain of such outlets to be managed by
franchisees throughout the country. We have created Amul Parlours at some prominent
locations in the country, which are run by the company or its wholesale dealers:

"Amul Utterly Delicious" parlours are an excellent business opportunity for investors,
shopkeepers and organizations. In order to come closer to the customer, Amul have
decided to create a model for retail outlets, which would be known as "Amul Preferred
Outlets"(APO).
S.N. Type of the Prebuilt Investment by the Avg. Returns on MRP
format Shop franchisee
Reqd. (
In sqft)

1 Amul Preferred 100 - Rs 2.00 lacs Pouch Milk 2.5%, Milk

Outlet/Amul 150 (approx). Products - 10%, Ice
Railway Cream - 20%
Parlour/Amul
Break up =
Kiosk
Refundable Brand
Security - Rs 25,000 /
Renovation - Rs
100,000 (approx.) /
Equipments - Rs
70,000 (approx.) plus
incidental cost.
RESEARCH METHODOLOGY

PRIMARY DATA
Primary data was collected by interviewing the Administrative or Management
Representatives of Respective colleges in Delhi Ncr and Societies in Ip Extension.
Sample Size
Number of colleges Covered: 27 colleges
Number of Societies Covered: 20 Societies

Research Methods
The Data collected is qualitative in nature and for collection of primary data
Administrative or Management Representatives of Respective colleges in Delhi Ncr and
Societies in Ip Extension were interviewed and their responses were recorded
electronically.
Colleges pitched for Amul Apo
Daulat Ram College(W) Deshbandhu College
Dyal Singh College Hans Raj College
Hindu College Ideal College
IITM Jims,Kalkaji
Kirori Mal College Lakshmi Bai College
Maharaja Agrasen College Ramjas College
NSIT Pgdav
Ramjas College Ramanujan
Satyawati College Zakir Hussain College
ITI for Women Vivekananda College (W)
SGTB Khalsa College Shri Ram Coll.of Comm.

IILM Indian Law Institute

Ideal Institute Saheed Rajguru College
Faculty of Management Studies
Societies(IP extension) pitched for
Amul Apo
Anuradha Society Ras vihar Meena Apartments

Anubhuti Society Saransh Apartments Madhu vihar

Ashirwad Apartments Sah Vikas Apartments Milan vihar

Batla Apartments Vidyut Nikunj Apartments Prashant Apartments

Ganga Apartments Joshi colony Pooja Apartments

Jai Lakshmi Shiv Sagar Appartments Navneeti Society

Kirpal Apartments Kalol Apartments

FINDINGS
Problems Faced in colleges, while pitching for AMUL APO
Lack of space.

Already other Brand franchisee available in college along with canteen.

Products of competitor Brands are sold loosely like paras, mother dairy etc.

Rental problems i.e. low rent.

Products of Amul are already sold loosely so colleges dont want to give space for APO.

Other Franchisee pay more rent than Amul i.e Caf Coffee Day pays 12000 for 10x10 space plus
sponsors college fest.
Mother Dairy already existing in colleges.

Colleges more interested in allowing supply of Amul Products in their canteens , rather
than giving permissions for setting up APO.

Colleges concerned about hygiene and cleanliness.

At present college canteen and cafeteria are majorly sponsored by coca cola and
Nescafe, both even pay in lakhs during college fests and also support various activities.
Problems Faced in Societies (IP Extension) ,
while pitching for AMUL APO

Lack of space (space is used for parking etc).

Existence of Mother Dairy booths in society.

Local milk sellers/doodhwallas supplying milk in society.

Societies asking for very high amount of security deposits and monthly rents.

Licensing problems (corporation certificates etc).

Less number of flats (less than 80 flats).

Strong base build by Mother Dairy as it is available in prime locations in most of DDA
markets etc. , also have particular roads named on it i.e. Mother Dairy road in Ip
Extension , where Mother Dairy and Safal outlets are easily available
 Recommendations for setting up AMUL APOs in Colleges
Designing a creative and easy to understand APO broacher for colleges as done for
franchisees.
Supporting social campaigns like milk for girls etc.
Supporting college activities. Specifically Sports events, Health and Nutrient campaigns etc.
Setting up of Amul vending machines in colleges.
https://www.youtube.com/watch?v=1w_UT6Hysfc

.
Designing Activities for colleges for awareness about goodness of milk products, for
example campaigns like Young INDIA healthy INDIA.
Initial free sample offer of new products in potential colleges.
Providing seating ad shelter arrangements.
Recommendations for setting up AMUL APOs in Societies
(IP Extension)
Designing a creative and easy to understand APO broacher for societies as done for
franchisees.

Allowing payments through e wallets, pay tm etc.

Setting up of Amul vending machines.

Designing campaign like
Har Ghar Amul Ghar for encouraging APO in societies.

Check of the Franchisee assigned for APO and staff appointed by the franchisee.

Helping the franchisee in getting required certificated and clearances etc.

Taking regular feedbacks from society members for improvements in future.

2.Ramjas college , Delhi university

Amuls First ever APO in a Delhi University college.

3.Meena Apartments ( IP Extension)
4. Batla Apartments ( IP Extension)

(Under construction)

5. Shiv Sagar Apartments (IP Extension)

(Under construction)
CONCLUSION

"Amul Preferred Outlets (APOs) are an excellent business opportunity for investors,
shopkeepers and organizations. In order to come closer to the customer, Amul have
decided to create a model for retail outlets, which would be known as "Amul Preferred
Outlets"(APO). Amul Parlours are successfully operating in residential areas, Railway
Stations, Bus Stations, Educational Institutions and a whole lot of Centers of Excellence.
APO business is a Average to highly Profit making one. The Norms for establishing an
APO were normal and running an APO does not have any major problem.
Thank You