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INTRODUCTION TO DAIRY INDUSTRY

The dictionary meaning of the Dairy is “a place where milk and its products are
processed or sold”. It means that by using raw materials from cows or buffaloes
making pasteurized milk and other different dairy products as butter, ghee, milk-
powder, ice cream, chocolates etc. and selling them in local markets is a Dairy.

India, Denmark, Sweden, U.S.A, New Zealand, Australia are leading exporters of
Dairy products in the world and I feel proud by saying that India is leader among
these great countries. India is now become self-dependent in production of milk and
its products. Somewhere good dairies in India are responsible for India’s high
position in dairy industries.

It was in 1904 when the seed of cooperative was sown in India with the passage of
first Cooperative Act. Since then, the cooperative movement has made rapid strides
in all fields of socio-economic activities. In the fields of agriculture credit, fertilizer
disbursement, sugar production, handloom and other such fields, the cooperative
have created a strong niche. However, the contribution of cooperatives to India’s
dairy industry is enormous. The cooperatives have ushered in milk revolution in this
country.

The dairy industry has made India proud in recent times. India is the leading
producer of milk in the world. Dairy cooperatives are the backbone of Indian dairy
industry. Dairy cooperatives have excellent in their areas of cooperative. When the
cooperative dairy movement was started, the dairy per capita milk consumption was
106ml. Today it is 250mlor 90 kg per year.

Dairy cooperatives all over the country are allowing the small dairy farmers to take
initiative in molding their own destiny. They serve more than 10 million farmers in
over 80,000 villages.

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INTRODUCTION TO “SABAR DAIRY”

Sabarkantha District Co-operative Milk Producers’ Union Ltd SABARDAIRY is


located at Sub Post: Boria, Himatnagar-383006, Sabarkantha district. It produces
Amul milk products.

In 1990, the 'UNISEF' Team visited the Sabarkantha district & they tried to improve
milk industry Sabarkantha, for this objective they select Himatnagar for establishing
milk processing unit. This is their recommendation to start the dairy on Co-operative
bases to improve milk industry in Sabarkantha district.

It was established on 27th- November-1964 and it is registered under Sec 291


Gujarat Cooperative Societies Act 1961.It is structured as Co-operative Amul
Pattern.

Sabar dairy was registered with the name of "The Sabarkantha District Co-operative
Milk Producer's Union Ltd., Himatnagar" and also gets the certificate of ISO-9002.

Sabarkantha district has more than 90 percent of its population living in rural area
(census 2001). Villages are more or less better off with a healthy purchasing power.
Villagers are now-a-days engaged in other businesses like dairy business,
government jobs, shop etc to name just a few and not only farming. This offers great
market potentials for a dairy like Sabar dairy.

Things took a new turn when the marketing department was given an ambitious
target of selling 40000 liters of milk in the whole district while the selling of the
milk and other products had been largely limited to urban and semi-urban areas
only. The challenge of achieving this target spurred the department to explore the
huge and promising rural market in the district.

In Gujarat Sabar dairy is one of the leading milk producing unit.

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The main objective of Sabar dairy is to collect milk from Sabarkantha district and
manufacture different types of milk products and sell to customers at a lowest price.
Sabar dairy produces the different milk base products but those all products
marketed by GCMMF (Gujarat Co-operative Milk Marketing Federation Limited,
Anand), In short all major activities regarding marketing are done on the priority of
the GCMMF.

The milk union could not expand its activities for the first seven years due to
inadequate financial resources. In the year 1971 under OPERATION FLOOD
PROGRAMME Of Indian dairy corporation. A government of India undertaking a
dairy project was sanctioned for handling 1-50 lakhs liters of milk per day. The total
cost of dairy plant was Rs 2.52 corers which were received from Indian Dairy
Corporation through government of Gujarat.

The milk union acquired 40 acres land near by National Highway No. 8 village
Boria, which is 6 kilometers away from Himatnagar. The foundation stone of
SABAR DAIRY PROJECT was laid by the pioneer of “Indian White Revolution”
Dr. Kurien, Chairman, National dairy development board and Indian Dairy
Corporation on 11-06-1971. The reception and pasteurization of milk was started
on 12-05-1973. The condensing and spray drying plant was commissioned in the
year 1974.

Looking to the Potentialities of the milk collection, dairy plant was expanded so as
to handle 4 lacks liters of milk per day under OPERATION FLOOD – II
PROGRAMME of Indian Dairy Corporation. National Dairy Development Board
carried out the expansion project was Rs. 7-13 corers.

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GNERAL INFORMATION
ABOUT THE ORGANISATION

The Sabarkantha district co-operative milk producers’ union limited; Himmatnagar


is a milk processing unit in the Sabarkantha district. The products that are
manufactured by the Sabar dairy are marketed under the brand name of ‘Amul’. The
organization is registered under The Gujarat State Co-operative Societies Act, 1961.
It has followed ‘Anand Pattern.

Sabarkantha milk union is the cooperative venture of the farmers of Sabarkantha


district. The farmer are enrolling themselves as the member of the village Milk
cooperative societies and the milk societies are affiliated to the district cooperative
milk producer’s union . The chairman of societies are contesting to become board of
director as per the by law of the district milk producer’s union and from the elected
board of directors further election will be held for chairman and vice chairman of
the union.

The main objective of the organization is to make exploitation free producers as


well as consumers in milk and milk products market on co-operative basis. It means
that the member producers shall get reasonable price of their milk on the basis of the
quality and quantity of the milk they have supplied to dairy and the consumer shall
get the value for money which one has spent to purchase the "AMUL" products.

Sabar dairy is producing milk products like milk, buttermilk, Shrikhand, Dahi etc. In
Sabarkantha, the population of the district is approximately 21 lakhs. Out of this

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population, around 17 lakh are living in rural areas where the availability of
pasteurized milk and other products of the dairy have not penetrated.

Information about Sabar dairy’s four departments:-

(1) Marketing department


(2) Resource department
(3) Finance department
(4) Production department

Marketing department

All the marketing of Amul’s products is performed by G.C.M.M.F Ltd. marketing


department of the Sabar dairy works under G.C.M.M.F Ltd. Marketing of the all
products of Sabar Diary is done under brand name of AMUL.

In Sabar Diary marketing department is very actively promoting their product in


nearby suburbs and villages through wide distribution channels which includes the
local retailers. They also conduct various surveys about their product among the
various retailers. Marketing department has set up a commission scheme for the
retailers and also incentive scheme for the bulk buying of the some products.

MARKETING STRATEGIES

1. Distribution:

Presently there are 117 outlets on 12 routes operated by 9 distributors, one


distributor in each market. Union caters the 8 distributors by 4 vehicles.
Himmatnagar distributor (Union’s employees coop) directly collects at dairy dock.
The retailers are appointed by distributors. The union shall focus in Idar market and
increase its share from 20% to 27% in Idar by 2003-04.

5
To avoid monopoly of the distributors, the Union would appoint one more
distributor in each market that is not properly catered by the present distributor. The
union would increase the outlets to 147 nos.

The distributors are monitored for providing proper servicing to agents i.e. timely
delivery and supplying indented quantity to agents.

• The shops in residential area having refrigeration facility will be appointed to


enable to meet the consumers demand at odd hours.

• Home delivery is the main focus. Delivery bags are issued free (annual
replacement linked with targets) and Tri/ bi-cycles are provided on loan to
delivery agents. Distributors shall recommend and deposit security against the
tri/bi cycles.

2. Product & Packaging R&D


They launch flavored milk in 200ml pack. Others products like Paneer, long life
milk etc. will be manufactured, packed and launched in the market as per the advice
of GCMMF.

3. Booth Management & Programmers:


In order to boost the image of the union, few exclusive outlets will be opened in
Himmatnagar. One such out-lets can be at bus stand. The concessnaire for these outlets
shall be appointed for a period with proper agreement. The renewal of the agreement

6
should be based on the performance of the concessnaire. Retailer-wise sales shall be
monitored.

4. Consumer Awareness
For consumer awareness, union would go for wall painting, cable ads. The union
would also go for mobile testing of milk in the areas where Amul milk is not doing
well. The school children, hose-wives, or doctors etc. shall be invited to dairy to
highlight the benefit of calcium in milk and pasteurization.

5. Sales promotion:
Monthly targets are fixed for distributors/ retailers. During the lean season of sale
(winter season), target linked incentives are provided. The incentive are released/
distributed promptly to the distributor/ retailers. The distributors/ retailers
surpassing/ achieving targets are recognized.

6. MIS and Consumer Feedback :


• The marketing staff would contact the consumers during the field visits to
obtain their on hand feed back.
• The union would arrange to provide pre-addressed post-cards with agents
to obtain the feedback.
Through cable consumers would be provided with contact details (telephone nos.) of
the marketing department.

To resolve the issues and to have proper harmony in all departments inter-department
heads meet every quarter/ or as per the need, based on the consumer feedbacks.

7. Sales Monitoring / Review System

7
Each distributor have monthly target for milk sale. Each distributor’s milk sale shall be
analyzed/ reviewed every fortnight, monthly and quarterly against the target. Efforts
shall be made to review the progress of each retailer.

H R department:-
Sabar Dairy is an organization with an attitude for continuous improvement,
achievement and inner strength. People are the biggest asset of the organization.
They have created a culture to support individual development through education,
training and participatory decision-making. .

Personnel policies of the company are based on the belief that, success of the group
is primarily dependent on its people.

HR department performs activities like recruiting new personnel, conducts training


programs for the new personnel appointed, monthly gathering of staff members of
different department for a picnic.

There are 1023 employees in Sabar Dairy, of which 970 are males and 53 are
females.

Organization Chart
Chairman

Vice Chairman

Director

8
Managing Director

General Manager

Deputy General Manager

Assistant General Manager

Senior Manager

Manager

Deputy Manager

Assistant Manager

Senior Manager

Senior Superintendent

Superintendent

Assistant Superintendent

Officer

Senior Clerk
Clerk

Workers

Operator Attend tent Wireman Technician Electrician

Peon

Sweeper

Production department

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Production department does both the functions collection of milk from the different
villages by the Mandlies and production activities of different milk product. It
includes milk check by different standards and also does the activity of preserving
milk and milk products.

The planned production schedule is on the basis of the schedule given by the sales
department. They check the daily actual production and compare it with the planned
schedule. They decide overtime of the workers as per the
requirements.

Following are the various products produced in the Sabar diary:

Amul spray power, Amul butter, Amul instant milk food, Amul pure ghee, Masti
dahi, Amul kool, Amul paneer, Amul srikhand, Amul shakti milk, Amul butter milk,
Amul skimed milk

Finance department
Finance department has the main duty to utilize scare resource efficiently and also to
manage the financial resources.

Finance department does the activity of Security and agreement of purchase


proposal; it also looks after the advance payment to the supplier. And other
activities like passing of bills of supplies received, pricing of material receiving
report accounting of cash purchase made by the purchase department, maintenance
of books of account, sales/purchase tax matter, earnest money deposit and security
deposit, bank guarantee and performance guarantee, obtaining Letter of Credit from
bank for imports of raw materials.

The followings are the bankers of Sabar dairy:


• The Sabarkantha district co op bank Ltd,
• Himatnagar, Bank of Baroda Himatnagar,
• State bank of India Himatnagar.

The following are the auditors:

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• Internal audit done by Sabar dairy auditor,
• Final audit is done by government auditor.

RESEARCH METHODOLOGY

This explains the various methods and techniques used in this research study with
their suitability. This part of the research report is very important because it explain
the concepts and procedures followed by researcher to study the problem. It is
helpful to the reader to study the problem and understand whole the study easily.

Marketing research is a systematic and objective study of the problem pertaining to


the marketing of goods and services. It is also scientific methods of gathering
information about unknown variables in business.

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The marketing research process involved a number of inter related activity which
overlap and do not rigidity follow a particular sequence.

The major steps involved in a research and related to our research are described as
follows:

Formulation of research problem

Any research project starts with defining the research objectives, research problem.
Similarly, our research project also started with formulating the research objectives,
and objectives for this research is “to find out retailers’ perception towards
AMUL milk distribution”.

The formulating a research problem the main consideration has to be given to the
following.

Objectives
(1) To identify major potential area of Amul milk.
(2) To know the actual sales frequency of the Amul milk in Himatnagar.
(3) To understand Milk market closely.
(4) To fulfill the important requirements of the customers.
(5) To study the sales of the company.

On basis of this research objectives established we could identify various variables


of the study. We need to study the following variables:

• Sales volume.
• Customer service like home delivery.
• Customer satisfaction.
• Number of complaints from the customers
• Inventory management.

Choice of research design

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Selection of research design is purely depends on kind of research problem.
Research Design is a specification of methods and procedure for acquiring
information needed for solving the problem. It is a master plan or a model to
conduct the formal investigations.

• Exploratory research design


• Descriptive research design
• Causal research design

For this research ‘Exploratory Research Design’, is been. As the problem of the
research is clearly defined exploratory research design is taken.

Determining the source of data.

For conducting any research the data as raw material is needed, it can be gather
either from primary or secondary sources or it can be from both sources.

Primary data source is used in this research. Primary data was collected through
survey with the help of questionnaire as a research instrument, which provided very
rich insight about the research objectives.

For collection the primary data, I had selected the survey method for RETAILERS’
PERCEPTIONS ABOUT AMUL MILK DISTRIBUTION with in this method; I
had collection the information through Questionnaire method.

In Questionnaire method, the researcher and the respondents meet each other. It is
the most extensively used method in various economic and business surveys. Before
applying this method, usually a pilot study for testing the Questionnaire is
conducted this reveals the weaknesses, if any of the Questionnaire. Questionnaire to
be used must be prepared carefully so that it may prove to be effective in collecting
the relevant information. Mainly the survey is for knowing the RETAILERS’
PERCEPTIONS ABOUT AMUL MILK DISTRIBUTION.

Determining the sampling decision

SAMPLE DESIGN
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The sampling unit consisted of the retailers receding in the Himmatnagar and Prantij
taluka. The sampling design used here is simple random sampling. Here every item
of the retailer’s has an equal chance of the inclusion in the sample.

SAMPLING SIZE
In this sampling I had selected Himmatnagar and Prantij taluka. This refers the
number of items to be selected from the universe to constitute the sample. Here for
my sample survey I had selected the 50 Respondents for constituting the sample.

SAMPLING TECHNIQUE
The sampling procedure that was adopted for the project was area sampling. Area
sampling is the part of random sampling. In this first of all we get a list of the
retailers after that area selected for further action.

Now one question is there, why sampling is there and why in research the sampling
is having this much of the importance. So in the answer we can say that the
economic advantage of taking a sample rather then a census is massive. Consider
the cost of talking the census. Why we should waste our money behind the interview
of the thousands of the respondents and if we can find out what we need to know by
asking only a few hundreds. So in this report I have used simple random probability
technique.

Many big researcher has argues that the quality of the research is increasing by
using the sampling technique. They suggest that the sampling processing than is
possible with complete coverage. Sampling also provides much quicker result than
the census. The speed of the execution reduces the time between the recognition of a
need for information and the availability of that information. Some situations
require sampling. When we test the breaking strength of materials we must destroy
them; a census means the complete destruction of the all materials.

LIMITATION OF STUDY
As the time factor it was difficult to find out the perfect retailers’ perception in the
limited period of two months.

14
Though the samples were selected randomly for that area but still the chances of
bias are high because out of such a small size survey, we cannot conclude the same
results for entire Amul Company.

Data Analysis & Interpretation:

PRANTIJ

• Type of outlet:

15
Type of Outlet

9
8
No.of Outlet
7
6
5 Series1
4
3
2
1
0

ry
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t
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Interpretation:

By using simple random method among the different outlet, more number of
provision/general stores has been surveyed. Pan shop and other dairy outlet were
also big part of outlet been surveyed.

• How much milk are you selling ?(in caret )

16
Frequency

16
14
12
10
8 Frequency
6
4
2
0
Less Than 1 to 5 5 to 15 15 to 40 More than
1 40

Interpretation:

It is clear from the survey that most of the outlet sale between 1 to 5 which 15 of
19 been surveyed. Only 2 three outlet been surveyed sale between 15 to 40 caret
which is very less number of outlet than it was expected. 1 outlet sales are Between
5 to 15 carets per day. And 0 outlets are selling more than 40 carets a day.

• Which milk brand are you selling?

17
It is very much clear from the survey that there is no big competitor for Amul brand
as far as packaged milk is concerned. The 19 outlets been surveyed, all of them only
sale the milk of Amul brand. Vimal and Madhur brand are not sold by the outlet the
survey was conducted on.

• What are the variants and packed size are you selling? (Multiple
Answer)
18
20

15

10
Shakti 500 ml
Gold 500 ml
5
Taaza 500 ml
0
1
Shakti 500 ml 19
Gold 500 ml 12
Taaza 500 ml 0

Interpretation:

There are mainly three option of Amul milk available in the market. Among these
options the Shakti 500 ml. is sold in maximum number. 19 respondent sale Shakti
500 ml. among 19 been surveyed. Amul gold 500 ml is also sold by the almost half
of the outlets. 12 respondent sale gold 500 ml among 19 been surveyed.

19
• Which is the most running brand?

Frequency

Shakti

Gold Frequency

Tazza

0 5 10 15 20

Interpretation:

Among the three options available for Amul milk, the Sahkti is the most running
variant. 18 outlet among the 19 outlet been surveyed, said that the Shakti milk is
sold in maximum number. Only 1 outlet said that the most running variant’s is Amul
gold. The resone for this can be attributed to both level of fat and price. The Shakti
is the both medium fat and less price than Gold.

20
• Which is the best time for selling the milk?

14

12

10

8
Frequency
6

0
Morning Afternoon Whole day

Interpretation:

Morning is the time when people normally preferred to buy milk. But by the
availability of Amul milk for whole day has some what changed the buying habit of
the customer. Now more amount of milk sold for whole day than compare to
morning sale. People now preferred to buy milk whenever they find it suitable. The
availability of milk for whole day has made it sure.

21
• Which facility do you have for storage of milk?

18
16
14
12
10
Frequency
8
6
4
2
0
Refrigerator Insulated Box Ice Box Others

Interpretation:

Now a days electricity is also available for rural area for 24 hours. So now it is also
possible for the rural area to have the refrigerator for the storage of milk. Among the
19 responded been surveyed 17 had refrigerator facility which is a good number.
Insulated box and ice box are also used by some outlet for the storage facility.

22
• What POP materials of Amul milk are available at the shop? (Multiple
Answer)

10
10
9
8 Flex Board
7 Stand Board
6 Banner
5 Umbrella
4 4
4 Tin board
3 W all/Shop Painting
2 None
1 1
1
0 0
0
1

Interpretation:

We can clearly see that the majority of retailers do not have any type of POP
material and their number is 4 it’s almost the 20% of total retailers. So it is needed
to concentrate on advertisement. It also provides information about awareness of
customers towards Amul milk, it has been positive.

23
• Do you provide home delivery?

Yes
5%

Yes
No

No
95%

Interpretation:

Out of total retailers 5% retailer provide home delivery with charges of 25 to 30


rupees per month. It indicates that retailers also try to increase sale and provide them
full facility what they need.

24
• Are you satisfied with the distribution services?

No
5%

Yes
No

Yes
95%

Interpretation:

25
From the above chart we can see that retailers are satisfied with the distribution
services. Hardy 5% retailers show their dissatisfaction towards distribution services,
the main reason behind their dissatisfaction was leaking of cooperation from the
distribution chain. But 95% retailers are satisfied and it is a big number and proof of
good service of Sabar dairy.

• Complains? (Multiple Answer)

14 13

12
10
10

6 5

4 3
2
2 1
0 0
0
Leakage M issing Bad Smell Curdling Higher Dirty Carats Late None
P ouches Temprature Delivery

Interpretation:

From above chart we can see that retailers are mainly having problem of leakage
and curdling it’s in 67% cases. And out of 19 retailers 2 retailers do not have any
26
complain. Along with curdling and leakage there are complains of dirty carats and
late delivery, 5 complains were of dirty carats and 3 complained about late delivery.
There is need to solve the problems of retailers.

• Other complains received from consumers so far (If any)? (Multiple


Answer)

12
10
10

8
6
6

2 1
0 0 0 0 0
0
Leakage Over B ad Smell C urdling Lack Of B ad Taste High P rice None
C harging A vailability

Interpretation:

27
In the survey there is seen that there is a big problem of curdling. More than 50%
retailers told that they are having complained from customers of curdling. 6 said
they don’t receive any complains. Some have problem with charges and leakage.
Over all customers are satisfied with Amul milk.

• Which other Amul products you are aware of?

Cheese Paneer Butter Ice cream Shrikhand


Fresh Cream Gulabjam bu Mithai Mate Ghee Flavoured Milk
Butter Milk Dahi Am ul Spray Chocolate Softi Mix
Lassee Basundi Ladoo Nutramul Am ulya
Prolife
2%

1%

0%

0%

1%

0%
0%
2%
4%
3% 6%
8%
10%

17%
14%

3%
9% 16%
0% 3%

28
Interpretation:

As last question was about awareness of different brands of Amul Butter milk got
the highest percentages 17% were aware about the total answers almost everyone
know it. After it Srikhand, Ice cream, Ghee, Paneer and Dahi got the ranks. From
the different brands some are very much liked and proffered.

Data Analysis & Interpretation:

HIMATNAGAR

• Type of outlet:

Type of Outlet

8
7
No.of Outlet

6
5
4 Series1
3
2
1
0
y
ur
s

op

t
l

tle
al
er
re

sid
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st
sh

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ad

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Te

ry
Pa
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29
s

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th
Pr

O
Interpretation:

By using simple random method, I have conducted the survey of 31 outlets. Among
the different outlet, more number of provision/general stores has been surveyed. Ice
cream parlor and road side were also big part of outlet been surveyed.

• How much milk are you selling ?(in carat )

Sales per Day

12

10

6 Frequency

0
Less Than 1 to 5 5 to 15 15 to 40 More than
1 40

30
Interpretation:

It is clear from the survey that most of the outlet sale between 0 to 5 which 20 of
31 been surveyed. Only 3 three outlet been surveyed sale more than 40 carat which
is very less number of outlet than it was expected. 3 outlet sales are Between 5 to 15
carats per day. And 3 outlets are selling Between 15 to 40 carats a day.

• Which milk brand are you selling?

It is very much clear from the survey that there is no big competitor for Amul brand
as far as packaged milk is concerned. The 31 outlets been surveyed, all of them only
sale the milk of Amul brand. Vimal and Madhur brand are not sold by the outlet the
survey was conducted on.

31
• What are the variants and packed size are you selling? (Multiple
Answer)

25

20

15

10 Shakti 500 ml
Gold 500 ml
5
Taaza 500 ml
0
1
Shakti 500 ml 25 32
Gold 500 ml 16
Taaza 500 ml 0
Interpretation:

There are mainly three option of Amul milk available in the market. Among these
options the Shakti 500 ml. is sold in maximum number. 25 respondent sale Shakti
500 ml. among 31 been surveyed. Amul gold 500 ml is also sold by the almost half
of the outlets. 16 respondent sale gold 500 ml among 31 been surveyed.

• Which is the most running brand?

Frequency

Shakti

Gold Frequency

Tazza
33

0 5 10 15 20 25 30
Interpretation:

Among the three options available for Amul milk, the Sahkti is the most running
variant. 27 outlet among the 31 outlet been surveyed, said that the Shakti milk is
sold in maximum number. Only 4 outlets said that the most running variant’s is
Amul gold. The resone for this can be attributed to both level of fat and price. The
Shakti is the both medium fat and less price than Gold.

• Which is the best time for selling the milk?

Frequency

16
14
12
10
8 Frequency
6
4
2 34
0
Morning Afternoon W hole day
Interpretation:

Morning is the time when people normally preferred to buy milk. But by the
availability of Amul milk for whole day has some what changed the buying habit of
the customer. Now more amount of milk sold for whole day than compare to
morning sale. People now preferred to buy milk whenever they find it suitable. The
availability of milk for whole day has made it sure.

• Which facility do you have for storage of milk?


30

25

20

15 Frequency

10

5
35
0
Refrigerator Insulated Box Ice Box Others
Interpretation:

Now a days electricity is also available for rural area for 24 hours. So now it is also
possible for the rural area to have the refrigerator for the storage of milk. Among the
31 responded been surveyed 25 had refrigerator facility which is a good number,
almost 80% retailers use refrigerator for storage. Insulated box and ice box are also
used by some outlet for the storage facility.

• What POP materials of Amul milk are available at the shop? (Multiple
Answer)

36
14
14

12
Flex Board
10 Stand Board
8 Banner
Umbrella
6 5
Tin board
4
4 3 W all/Shop Painting
2 None
2 1 1

0
1

Interpretation:

We can clearly see that the majority of retailers do not have any type of POP
material and their number is 14 it’s almost the 40% of total retailers. So it is needed
to concentrate on advertisement. It also provides information about awareness of
customers towards Amul milk, it has been positive.

Yes
14%

Yes
No
• Do you provide home delivery?

No
86% 37
Interpretation:

Out of total retailers 14% retailer provide home delivery with charges of 25 to 30
rupees per month. It indicates that retailers also try to increase sale and provide them
full facility what they need.

• Are you satisfied with the distribution services?

38
No
7%

Yes
No

Yes
93%

Interpretation:

From the above chart we can see that retailers are satisfied with the distribution
services. Hardy 7% retailers show their dissatisfaction towards distribution services,
the main reason behind their dissatisfaction was leaking of cooperation from the
distribution chain. But 93% retailers are satisfied and it is a big number and proof of
good service of Sabar dairy.

• Complains? (Multiple Answer)

39
16
14 14
14
12
12
10 9

8 7

6 5

4 3

2
0
0
Leakage M issing B ad Smell C urdling Higher Dirty C arats Late None
P ouches Temprature Delivery

Interpretation:

From above chart we can see that retailers are mainly having problem of leakage
and curdling. And out of 31 retailers 14 retailers do not have any complain it means
that 45% retailers are satisfied. Along with curdling and leakage there are complains
of dirty carats and late delivery, 9 complains were of dirty carats and 7 complained
about late delivery. There is need to solve the problems of retailers.

40
• Other complains received from consumers so far (If any)? (Multiple
Answer)

30

24
25

20

15

10 8

5
2 2
1
0 0 0
0
Leakage Over Bad Smell Curdling Lack Of Bad Taste High P rice None
Charging Availability

Interpretation:

In the survey there is seen that there is a big problem of curdling. 8 retailers told that
they are having complained from customers of curdling. 24 said they don’t receive
any complains so in 80% cases customers are satisfied. Some have problem with
charges and leakage. Over all customers are satisfied with Amul milk.

41
• Which other Amul products you are aware of?

Cheese Paneer Butter Ice cream Shrikhand Fresh Cream


Gulabjambu Mithai Mate Ghee Flavoured Milk Butter Milk Dahi
Amul Spray Chocolate Softi Mix Lassee Basundi Ladoo
Nutramul Amulya Prolife

2%
0%
0%
3%
0%
2%
3% 0% 5%
7%
4%
8% 9%

12%
16%

3% 13%
9% 5%
0% 2%

Interpretation:

As last question was about awareness of different brands of Amul Butter milk got
the highest percentages 16% were aware about the total answers almost everyone

42
know it. After it Srikhand, Ice cream, Ghee, Paneer and Dahi got the ranks. From
the different brands some are very much liked and proffered.

Data Analysis & Interpretation:


Combined

• Type of outlet:

Types Of Outlet

16
14
No. Of Outlet

12
10
8 Series1
6
4
2
0
Home dilevery
Ice cream

Tea stall
Proision/general

Other sabar
dairy outlet
Road side
parlour
stores

Names Of Outlet

Interpretation:

By using simple random method, I have conducted the survey of 50 outlets. Among
the different outlet, more number of provision/general stores has been surveyed. Ice
cream parlor and road side were also big part of outlet been surveyed.

43
• How much milk are you selling ?(in crates )

Sales per Day

30 25
Sales Per Day

25
20
15 11
10 4 5 3
5
0
Less Than 1 to 5 5 to 15 15 to 40 More than
1 40
Quantity Of Sale (Crates)

Interpretation:

It is clear from the survey that most of the outlet sale between 0 to 5 which 36 of
50 been surveyed. Only 3 three outlet been surveyed sale more than 40 caret which
is very less number of outlet than it was expected. 4 outlet sales are Between 5 to 15
carets per day. And 5 outlets are selling Between 15 to 40 carets a day.

44
• Which milk brand are you selling?

It is very much clear from the survey that there is no big competitor for Amul brand
as far as packaged milk is concerned. The 50 outlets been surveyed, all of them only
sale the milk of Amul brand. Vimal and Madhur brand are not sold by the outlet the
survey was conducted on.

45
• What are the variants and packed size are you selling? (Multiple
Answer)

50

40

30
Shakti 500 ml
20
Gold 500 ml
10 Taaza 500 ml

0
1
Shakti 500 ml 44
Gold 500 ml 28
Taaza 500 ml 0

Interpretation:

There are mainly three option of Amul milk available in the market. Among these
options the Shakti 500 ml. is sold in maximum number. 44 respondent sale Shakti
500 ml. among 50 been surveyed. Amul gold 500 ml is also sold by the almost half
of the outlets. 28 respondent sale gold 500 ml among 50 been surveyed.

46
• Which is the most running brand?

Shakti

Gold frequency

Tazza

0 10 20 30 40 50

Interpretation:

Among the three options available for Amul milk, the Sahkti is the most running
variant. 45 outlet among the 50 outlet been surveyed, said that the Shakti milk is
sold in maximum number. Only 5 outlets said that the most running variant’s is
Amul gold. The resone for this can be attributed to both level of fat and price. The
Shakti is the both medium fat and less price than Gold.

47
• Which is the best time for selling the milk?

30
27

25
21
20

15 Frequency

10

5
2

0
Morning Afternoon Whole day

Interpretation:

Morning is the time when people normally preferred to buy milk. But by the
availability of Amul milk for whole day has some what changed the buying habit of
48
the customer. Now more amount of milk sold for whole day than compare to
morning sale. People now preferred to buy milk whenever they find it suitable. The
availability of milk for whole day has made it sure.

• Which facility do you have for storage of milk?

45 42
40
35
Frequency
30
25
20
15
10
4 4
5
0
0
Refrigerator Ins ulated Box Ice Box Others

Interpretation:

Now a days electricity is also available for rural area for 24 hours. So now it is also
possible for the rural area to have the refrigerator for the storage of milk. Among the

49
50 responded been surveyed 42 had refrigerator facility which is a good number it
shows that 84% retailers use refrigerator. Insulated box and ice box are also used by
some outlet for the storage facility.

• What POP materials of Amul milk are available at the shop? (Multiple
Answer)

18
18

16
14
14
Flex Board
12
Stand Board
10 9 Banner
Umbrella
8
Tin board
6 Wall/Shop Painting
4 None
4
2 2
2 1

0
1

50
Interpretation:

We can clearly see that the majority of retailers do not have any type of POP
material and their number is 18 it’s almost the 40% of total retailers. So it is needed
to concentrate on advertisement. It also provides information about awareness of
customers towards Amul milk, it has been positive.

• Do you provide home delivery?

Yes
Yes No
10%

No
90%

51
Interpretation:

Out of total retailers 10% retailer provide home delivery with charges of 25 to 30
rupees per month. It indicates that retailers also try to increase sale and provide them
full facility what they need.

• Are you satisfied with the distribution services?

No
6%

Yes
94%

52
Interpretation:

From the above chart we can see that retailers are satisfied with the distribution
services. Hardy 6% retailers show their dissatisfaction towards distribution services,
the main reason behind their dissatisfaction was leaking of cooperation from the
distribution chain. But 94% retailers are satisfied and it is a big number and proof of
good service of Sabar dairy.

• Complains? (Multiple Answer)

Re taile rs's Complains

30
24 25
25
20 16
14
15
10
10
5
5 3
1
0
Leakage Miss ing Bad Sm ell Curdling Higher Dirty Carats Late Delivery None
Pouches Tem prature

53
Interpretation:

From above chart we can see that retailers are mainly having problem of leakage
and curdling. And out of 50 retailers 16 retailers do not have any complain we can
say 32% retailers showed their satisfaction. Along with curdling and leakage there
are complains of dirty carats and late delivery, 14 complains were of dirty carats and
10 complained about late delivery. There is need to solve the problems of retailers.

• Other complains received from consumers so far (If any)? (Multiple


Answer)

Consumer's Complaints

35
30
30
25
20 18

15
10
5 2 2
0 0 1 1
0
Leakage Over Bad Smell Curdling Lack Of Bad Taste High Price None
Charging Availability 54
Interpretation:

In the survey there is seen that there is a big problem of curdling. 18 retailers told
that they are having complained from customers of curdling it represents problem of
curdling for the 35% of customers. 30 said they don’t receive any complains so it
means that 60% customers are satisfied. Some have problem with charges and
leakage. Over all customers are satisfied with Amul milk.

Cheese Paneer Butter Ice cream Shrikhand Fresh Cream


Gulabjambu Mithai Mate Ghee Flavoured Milk Butter Milk Dahi
Amul Spray Cheese Chocolate Softi Mix Lassee Basundi
Ladoo Nutramul Amulya Prolife
1%
0%
• Which other
0%Amul products you are aware of?
2%
0%
2%
2% 0% 4% 6%
3% 1%
7% 9%

12%
17%

3% 14%
8% 0%
1% 4%

55
Interpretation:
As last question was about awareness of different brands of Amul Butter milk got
the highest percentages 17% were aware about the total answers almost everyone
know it. After it Srikhand, Ice cream, Ghee, Paneer and Dahi got the ranks. From
the different brands some are very much liked and proffered.

Findings
a. Satisfaction level of retailers.
b. Potential area for selling milk.
c. Customer satisfaction.
d. Customer preference.

1. From the survey I have found that 94% of retailers are satisfied from the services
of Amul. And the milk distribution is going on proper way which it should be.

56
2. Himatnagar and Prantij city have the greatest demand of milk, more over
Himatnagar is the major potential area which is having more requirement and
demand of Amul milk.

3. Data analysis has cleared that Amul is succeed in identifying, creating and
delivering the requirement of customers. Amul has been doing its work very
essentially and giving its best to the customers.

4. As Amul is having three different types of milk segments Gold, Shakti and Taaza
the people are having there own requirement. In rural market there is more demand
of Gold because villagers are habituated with high fat milk and it is also available in
the local dairy. Shakti is the highest selling milk brand of Amul in cities as people of
city prefer low fat and it is some what cheaper then Gold and Taaza is not preferred
in areas like Himatnagar and Prantij.

Suggestion

In Himatnagar & Prantij Taluka, Amul has large retailer network but retailers
are not sufficient to cover some small villages, as there is huge requirement of
milk, which is fulfilled by local milk sellers, villagers don’t prefer to purchase
Amul milk. Amul should work over the mentality of people to change it.

Amul should concentrate on its advertisement, as we have seen the data


analysis that all most 40% of retailers do not have any kind of advertisement

57
material of Amul. It can increase the awareness of the people which will help to
sell more milk.

Amul should also concentrate on distribution pattern, as we have seen the


retailers are having complains of leakage and curdling, so they have to bare the
loss, so they show less interest in dealership. There was also a big part of
retailers who are showing dislike ness of dirty carats.

58

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