Академический Документы
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Культура Документы
ON
ACCEPTANCE OF AMUL PRODUCTS AT RETAIL
LEVEL
FOR
AMUL INDIA
SUBMITTED BY
YAJURVA ATMAPUJYA
REG. NO. PGDM/55
SUBMITTED TO
EXECUTIVE SUMMARY
This project report draws significant information about the Amul Retail Stores. The
customers perception for the Amul products & the problem faced by the Retailers. It gives
the information that where the Amul need to improve the level of customer satisfaction and
the role of Retailers for the Amul products distribution.
I have done my project under the guidance and supervision of Mr. Sahil Arora.
The analysis and conclusion was carried out from the data collected through various
primary and
secondary
resources
(Market
survey,
Company
Website
namely
DECLARATION
I, Yajurva Atmapujya of PGDM ( Reg. No. 2011-13/PGDM/55) hereby Declare that the
project work titled Acceptance of Amul products at retail level, Which has been
submitted to the Indus Business School, is an original work of the undersigned and not has
been reproduced from any other source.
Date:
Signature
Place: Pune
Atmapujya
Name: Yajurva
ACKNOWLEDGEMENT
This report has been made possible through direct and indirect support of
various people for whom I wish to express my appreciation and gratitude.
I take this opportunity to express my sincere thanks to the management of Amul
located in wagholi pune, for providing me the opportunity to the carry out the
project in their organization.
I express my to Mr. Sahil Arora ( Territory sales incharge ) who inspire of this
pressing duties and responsibility has shown genuine interest in providing necessary
guidance regarding concept clarity of the project and rendered support at all stage of
the study.
I would like to give my special thanks to my respected mentor Mrs. Arathi Purohit
(IIEBM) for guiding me to make this project meaningful.
Yajurva Atmapujya
Indus Business School
(IIEBM)
Pune.
Chapter-1 Introduction:
1.1
Gujarat Co-operative Milk Marketing Federation (GCMMF), custodian of the Amul brand
is Indias largest food products marketing organization. With its wide product Portfolio
GCMMF today has a turnover in excess of Rs. 9774 Cr. With a singular focus on marketing
and distribution, GCMMF today reaches consumers in all parts of the country. A state level
apex body of milk co-operatives in Gujarat, it has been an endeavor of GCMMF to provide
remunerative returns to the farmers and also serve the interest of consumers by providing
quality products which are good value for money. Today ice creams are equally popular
among children and grown-ups.
Amul are committed to produce wholesome and safe foods of excellent quality to remain
market leader through deployment of quality management systems, state-of-art-technology,
and innovation and eco-friendly operations to achieve delightment of customers and
betterment of milk producers. 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.
Time Period
Project progress(work)
3rd July
Project Ending
Value addition to the company by this project:The project gives the current position of the Amul Retail Shops in the Pune division. The
report tells:
1. How Amul Retail Shops are performing?
2. What are the problems faced by Retailers?
3. What are the customers perception towards Amul?
These all information can be useful for the company in taking decisions for Retailers which
will help to eliminate the problems and generate more sales & increase the profit.
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
authorities. This will help them in marketing their products in foreign countries in
processed form.
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.
Food processing industry is providing backbone support to the milk industry.
The development food products by using milk can give good market opportunities to
produces milk.
There are different sectors within the dairy industry that promise great
business investment opportunities:
Biotechnology:
The Indian cattle yield less milk as compared to their foreign counterparts. The Indian
cattle breeders are on the lookout for ways to improve their milk yield through crossbreeding. Thus, there is a huge potential available for foreign investors to invest in dairy
cattle breeding of high-quality buffaloes with hybrid cows.
There is also great scope for investment in different dairy cultures, including dairy
biologics, enzymes, probiotics, and other coloring materials for food processing.
Producing biopreservative ingredients based on dairy fermentation, such as pediococcin,
acidophilic, Bulgarian, and Nissan contained in dairy powder, also promises great
investment opportunity.
Great potential lies for foreign investment for manufacturing and marketing of costeffective, top- quality food processing machinery.
Retailing:
Retailing of dairy products also promises great investment opportunities for standardization
and upgrading dairy products in the main metropolitan cities.
Manufacture of ingredients:
Several intredients are involved in the making of different dairy products like ghee,
condensed milk, and cheese, Manufacturing of ingredients for these products offers a great
potential for foreign investment.
Finished Products:
There is a great scope for investment in the manufacturing of finished dairy products such
as cheese souse and cheese powders.
2.2 PROBLEMS:
India and China are two emerging economy in Asia. The Dairy and Food Processing
industry in India still have underdeveloped market and fragmented supply base. On the
other hand, the size of both, Markets and the suppliers are large. Also, the purchasing
power of the consumer and demand for health-based quality products is increasing at a fast
rate resulting in imbalance in demand- supply equilibrium.
HISTORY
Amul (Anand Milk Union Limited), formed in 1946, is a dairy cooperative movement in
India. It is a brand name managed by an apex cooperative organization, Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by
some 2.6 million milk producers in Gujarat, India. It is based in Anand town of Gujarat and
has been a sterling example of a cooperative organization's success in the long term. The
Amul Pattern has established itself as a uniquely appropriate model for rural development.
Amul has spurred the White Revolution of India, which has made India the largest producer
of milk and milk products in the world. It is also the world's biggest vegetarian cheese
brand.
GCMMF
Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products
marketing organization. It is a state level apex body of milk cooperatives in Gujarat 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. Amul's product range
includes milk powders, milk, butter, ghee, cheese, curd, chocolate, ice cream, cream,
shrikhand, paneer, gulab jamuns, basundi, Nutramul brand and others. In January 2006,
Amul plans to launch India's first sports drink Stamina, which will be competing with Coca
Cola's Powerade and PepsiCo's Gatorade.
Achievement:
Amul: Asia s largest dairy co-operative was created way back in1946 to make the milk
producer self-reliant and conduct milk- business with pride. Amul has always been the
trend setter in bringing and adapting the most modern technology to door steps to rural
farmers.
Amul created history in following areas:
A) First self motivated and autonomous farmers organization comprising of more than
5000000 marginal milk producers of Karla District.
b) Created Dairy co-operatives at village level functioning with milk collection centers
owned by them.
c) Computerized milk collection system with electronic scale and computerized accounting
system.
d) The first and only organization in world to get ISO 9000 standard for its farmers cooperatives.
e) First to produce milk from powder from surplus milk.
Amul is the live example of how co-operation amongst the poor marginal farmers can
provide means for the socio-economic development of the under privileged marginal
farmers.
Amul in abroad:
Amul is going places. Literally. After having established its presence in China, Mauritius
and Hong Kong, Gujarat Cooperative Milk Marketing Federation (GCMMF), India s
largest milk cooperative, is waiting to flood the Japanese market. Then, GCMMF is
also looking at Sri Lanka as one of its next export destinations. Amul products are already
available on shelves across several countries, including the US, China, Australia, West
Asian countries and Africa
AMUL TODAY
The Gujarat Cooperative Milk Marketing Federation (GCMMF) which markets the
popular Amul brand of milk and dairy products crosses the 2 billion dollar sales turnover
mark. During the financial year 2010-11, GCMMF registered a top line growth of 22.1%,
achieving turnover of Rs 9774 crores.
The results of the apex body of the dairy cooperatives in Gujarat were declared on 21st
June 2011, in the 37th Annual General Meeting of GCMMF.
GCMMF: An Overview
Sales Turnover
Rs (million)
US $ (in millions)
1994-95
11140
355
1995-96
13790
400
1996-97
15540
450
1997-98
18840
455
1998-99
22192
493
1999-00
22185
493
2000-01
22588
500
2001-02
23365
500
2002-03
27457
575
2003-04
28941
616
2004-05
29225
672
2005-06
37736
850
2006-07
42778
1050
2007-08
52554
1325
2008-09
67113
1504
2009-10
80053
1700
2010-11
97642
2172
2011-12
116680
2500
Graphical Presentation:
140000
120000
100000
80000
Rs (million)
60000
US $ (in million)
40000
20000
2011-12
2010-11
2009-10
2008-09
2007-08
2006-07
2005-06
2004-05
2003-04
2002-03
2001-02
2000-01
1999-00
1998-99
1997-98
1996-97
1995-96
1994-95
HEAD OFFICE:
Gujarat Cooperative Milk Marketing Federation Ltd.
Amul Dairy Road,
P B No.10, Anand 388001,
Gujarat, India.
VISION:
- Liberate our farmers from economic oppression and lead them to prosperity
MISSION 2020:
- Dairy cooperatives of Gujarat turnover of Rs. 27000 crores by the year 2020.
- To satisfy the taste and nutritional requirements of the consumers and increasing numbers
of these consumers today are to be found only at the large format stores. Hence, in order to
reach these consumers, we need to form equitable alliances with organized retail chains
wherever possible.
Objective:
Is to ensure that the maximum share of the consumers rupee goes back to the milk
producers.
Future Plan:
Breadspreads
Cheese Range
Amul Gouda Cheese, Amul Malai Paneer (cottage cheese), Utterly
Delicious Pizza
Amul Gold Full Cream Milk 6% fat, Amul Shakti Standardised Milk
Fresh Milk
4.5% Fat, Amul Taaza Toned Milk 3% fat, Amul Slim & Trim, Amul
Cow Milk
Amul Gold 4.5% fat Milk, Amul Shakti 3% fat Milk, Amul Taaza
Skimmed Milk Powder, Amulspray Infant Milk Food, Sagar Tea and
Coffee Whitener
Amul Kool Flavored Milk, Amul Kool Caf, Amul Kool Koko,Amul
Milk Drink
Kool Milk Shaake, Amul Kool Chocolate Milk,Nutramul Energy Drink
Health Drink
Brown Beverage
Curd Products
Lassee, Amul Flaavyo Yoghurt
Pure Ghee
Sweetened Condensed
Amul Mithaimate
Milk
Mithaee Range (Ethnic Amul Shrikhand, Amul Mithaee Gulab jamuns, Amul Basundi,Avsar
Sweets)
Ladoos
Ice-cream
Chocolate &
Amul Milk Chocolate, Amul Fruit & Nut Chocolate, Amul Chocozoo,
Confectionery
Butter
Margarine
Amul lite
Cheese
Cheese Spread
Paneer
Pizza Cheese
Pizza
Tetra milk
Pouch milk
Chocolates
Milk shake
Flavored Milk
Buttermilk
Lassi
Amulya
Amul spray
SMP
Nutramul
Ghee
Mithai Mate
Basundi
Gulabjamun
Fresh cream
Ice cream
Shrikhand
Dahi
Yogurt
COMPETITION:
PRODUCTS
MAJOR COMPETITORS
Cheese range
Haldirams
Milk Range
Amul Ice-creams
SERVICES:
GCMMF is sole marketer of all products under brand AMUL and SAGAAR.
It is also the sole selling agent for the National Dairy Development Boards (NDDB) edible
oil DHARA.
GCMMF is India's largest exporter of Dairy Products. It has been accorded a "Trading
House" status. GCMMF has received the APEDA Award from Government of India for
Excellence in Dairy Product Exports for the last 13 years.
CLIENTS:
Major clients are the five stars hotels (TAJ, Oberoi etc.) and big restaurants throughout the
country.
Many of Amuls products are now available in the USA, Gulf Countries and Singapore.
Amul has justified its undisputed leadership in foods business by creating 6000 Amul
preferred outlets in a record time which exclusively sell wide range of Amul products. This
has been possible due to strong brand equity and immense consumer support. Amul are
now having ambitious plans of creating 10,000 Amul parlours by 2012.
Amul Parlours are successfully operating in more than 1400 towns at high streets,
residential areas, Railway Stations, Bus Stations, Educational Institutions and a whole lot of
Centers of Excellence.
Here is a list of the few of the Amul parlours operating across the various parts of the
country
"Amul Preferred Outlets are an excellent business opportunity for budding entrepreneurs.
To have a better idea please go through the following:
a. 1or 2 deep freezers (Can be purchased through Hamara Apna Deep Freezer Scheme )
b. 1 Refrigerator through Hamara Apna Refrigerator Scheme
c. 1 pizza oven
d. 1 Chest Milk Cooler for Pouch Milk
5. Security Deposit- You would be required to furnish an interest free refundable security
deposit of Rs. 25,000 to us locked for one year. The entire amount would be forfeited in
case the parlour closes down within the first year of operation.
6. Supplies- The delivery of products would be done through our wholesale dealers.
Since its launch in 1996, Amul Ice Creams have consistently combated
Competition like Kwality Walls, Mother Dairy and other brands. The
customers have shown huge faith in the quality of Amul Ice Creams
and today its the No. 1 ice cream brand of the country.
Nearly 4 times as large as its nearest competitor, it is now the only national brand. Amul
has been able to write such a success story because of the quality of its products, economic
pricing and the belief consumers have in the brand.
Today people like to spend quality time with their family outside
the home. With increasing income they love to spoil themselves with a
variety of choices.
Keeping up with the latest trend Amul has started Ice Cream Scooping Parlours across the
country. One can enjoy world class ice creams, Sundaes, shakes and other ice cream
concoctions in a cozy and nice ambience at these parlors. Its fun time for the entire family.
Currently Amul has Scooping Parlours across the country including Mumbai, Chennai,
Delhi, Bangaluru, Thane, Pune, Kolkata, Nagpur, Ahmedabad and Coimbatore. Apart from
these, there are more Amul Scooping Parlours coming up in different parts of the country.
These Parlours have been well received by customers and are doing upbeat business.
Thick Shakes
Marketing Research specifies the information requires addressing these issues, designing
the method for collecting information, managing and implementing the data collecting
process, analyzing the result and communicating the findings and their implementations.
In other words Marketing Research is any organized efforts to gather information about
markets or customers. It is a very important component of business strategy.
Marketing Research is for discovering what people want, need, or believe. It can also
involve discovering how they act. Once that research is completed, it can be used to
determine how to market your product.
Questionnaires and focus group discussion surveys are some of the instruments for market
research.
Based on questioning:
Qualitative Marketing Research- generally used for exploratory purposes- small number of
respondents not generalizable to the whole population statistical significance and
confidence not calculated examples including focus groups, in-depth interviews, and
projective techniques.
(II)
Based on observations:
6.3 PROMOTION:
Promotion is one of the four elements of marketing mix (product, price, promotion, and
place). It is the communication link between sellers and buyers for the purpose of
influencing, informing, or persuading a potential buyers purchasing decision.
The specification of five elements creates a promotional mix or promotional plan. These
elements are personal selling, advertising, sales promotion, direct marketing and publicity.
A promotional mix specifies how much attention to pay to each of the five sub-categories
and how much money to budget for each. A promotional plan can have a wide range of
objectives, including: sales increase, new product acceptance, creation of brand equity,
To increase demand.
To differentiate product.
A.
Secondary data:
Magazines
from which secondary data has been gathered. Most of the information presented in this
report was extracted from the above data sources.
B.
Primary data:
Collection of primary data was conducted by visiting the people personally for the
population for the preparation of the report.
i)
Research approach:
It means the way by which the information was collected. Visiting the various places of
Pune, getting the questionnaire filled by different individuals.
Beside this, frequent visit to the retailers was of great help to conduct the analysis and
research work.
Contact methods:
Instrument or Data collected Forms: It is the method by which data is gathered. It could
be done through various instruments like questionnaires, observations, getting information
from the shopkeepers was sufficient enough to conduct the study.
ii)
Collection of information:
The primary information was collected by face-to-face and direct interviews with the
retailers and the customers. They provide the relevant information regarding the profile of
the company as compared to the other company in the Indian market.
The secondary sources of information were various web sites of the companies,
newspapers & magazines.
iii)
The data collected was carefully analyzed. The research and analysis of the information has
been done on the basis of various sales and marketing strategies adopted by the company
during its tenure.
iv)
This is the most vital part of the work undertaken. After collection and analysis of data, it
was recorded in the form as prescribed. The major part of the report is the findings.
Conclusive research draws conclusions: the results of the study can be generalized to the
whole population.
6.6 Sampling:
Sampling is the process of selecting units (e.g., people, organizations) from a population of
interest so that by studying the sample we may fairly generalize our results back to the
population from which they were chosen.
Researchers rarely survey the entire population
because the cost of a census is too high. The three main advantages of sampling are that the
cost is lower, data collection is faster, and since the data set is smaller it is possible to
ensure homogeneity and to improve the accuracy and quality of the data.
The methodology used to sample from a larger
population will depend on the type of analysis being performed, but will include simple
random sampling, systematic sampling and observational sampling.
For example, imagine that a market research company is interested in learning more about
what type of dish soap people use. Instead of polling every single person, they will select a
random sample of individuals and question them about the type of soap they use. By using
a randomized sample, they get a clearer idea of what likely exists in the population at large.
Cluster sampling involves selecting the sample units in groups. For example, a sample of
telephone calls may be collected at by first taking a collection of telephone lines and
collecting all the calls on the sampled lines. The analysis of cluster samples must take into
account the intra-cluster correlation which reflects the fact that units in the same cluster are
likely to be more similar than two units picked at random.
Some outlets did not co-operate with us as they though; it is just wastage of time
Since all the products are not widely used by all the customers it is difficult to draw
realistic conclusions based on the survey
There was no way to assess the reliability of the outlets and parlours. Whatever they said
had to be assumed to be truth
Interpretation of data may vary from individual depending on the individual understanding
the product features of the company
a.) Yes
b.) No
Stockiest
No. of respondents
Yes
90
No
10
100
40
20
0
Yes
No
Interpretation of Graph 1:
As per the graph we can interpret that only 10% retailers are not maintaining the stock of
Amul milk, so majority market segment has been covered by this company and for the
remaining market share we can interpret that it has been covered by Mauli & Katraj
Milk products.
b) Low margin
d) Low distribution
Table 2:
Reason
No. of retailers
15
Low margin
50
30
Low distribution
100
20
10
0
Absence of
Packaging date
Low margin
Interpretation:
From the above mentioned graph we can conclude that the remaining 10% retailers are not
keeping the Amul milk products because their major competitors in this Pune region
i.e.Mauli & Katraj is giving more margin to their retailers. And another reason for not
purchasing its products is not providing replacement facility.
Q.3 which is the most preferable brand of packaged dairy products that you stock?
a) Amul
b) Katraj
c) Nestle
d) Gokul
Table 3:
Product Brand
Retailers Stock
Amul
45
Katraj
30
Nestle
15
Gokul
10
100
Retailers Stock
50
45
40
35
30
25
Retailers Stock
20
15
10
5
0
Amul
Katraj
Nestle
Gokul
Interpretation:
From the above mentioned graph we can interpreted that major sample customers are
Preferring the Amul milk products due to the best packaged in comparison to their
Competitors and that is the main reason of major market segments.
b) Planner
f) Cheese
c) Butter milk
g) Amul pro
Table 4:
Amul Products
Retailers Preferred
Amul Butter
70
Panner
40
Butter Milk
25
Dahi
30
Flavored Milk
30
Cheese
40
Amul pro
Other
10
100
d) Dahi
h) other
Retailers preferred
80
70
60
50
40
30
Retailers preferred
20
10
0
Interpretation:
From the above mentioned graph we can interpret that customers mainly preferred the
Amul Butter and Amul Cheese and Paneer and it is only due to increasing demand for
the fast food in Indian market. However customers also prefer Amul Milk because it
produces much different flavored milk in comparison to their main competitors.
Q.5 what is the source from where do you get Amul Products?
a) Distributor
b) Other supplier
Table 5:
Sources
Respondent
Distributers
95
Other Suppliers
100
Sources
100
90
80
70
60
50
Sources
40
30
20
10
0
Distributers
Other Suppliers
Interpretation:
As per the graph we can conclude that majority of its products are selling to their final
customers by their distributors and remaining customers are directly purchasing from the
market i.e. from the supermarket and malls.
Q.6 Do you know which sales promotinal activities does the company undertake for
Amul products?
d) Advertisement
b) Free samples
e) Coupons
c) Credit Facility
f) P-O-P Displays
Table 6:
Promotional Activity
Respondent
Price off
Free sample
Credit Facility
10
Advertisement
40
Coupons
10
P_O_P Display
30
100
Promotional Activity
45
40
35
30
25
20
15
10
5
0
Promotional Activity
Interpretation: As per this graph Advertising are main focus while making advertising
they are more focusing on current affairs. And second focus is providing P-O-P display
provided selected retailers.
b) No
Table 7:
Satisfaction
No. of respondent
Yes
95
No
100
No. of respondent
100
90
80
70
60
50
No. of respondent
40
30
20
10
0
Yes
No
Interpretation:
As per this graph 95 retailers are satisfied of distributers because they are following they
are wise supply chain management which are actually starting from midnight in two ships.
b) No
Table: 8
Interested in Distribution
No. of respondent
Yes
90
No
10
100
No. of Respondent
100
90
80
70
60
50
40
No. of Respondent
30
20
10
0
Yes
No
Interpretation of graph 8:
As per this graph 90 retailers are interested of distribution because the customer are Amul
products are more in Indian Market due to its quality & price of its products however it is
also Asias no. 1 Milk dairy.
a) Margin
b) Pakaging
c) Availability
Table 9:
Retailers Expectation
No. of Respondent
Margin
83
Pakaging
10
Availability
100
Retailer expectation
90
80
70
60
50
Retailer expectation
40
30
20
10
0
margin
Pakaging
Availability
Interpretation:
As per this graph Retailers are expecting more margins on its products because their
competitors are providing more margins.
A.
B.
Brand
Image
Availability
Packaging
Margin
C.
D.
E.
Good
30
30
Very Good
40
50
Average
10
8
Bad
5
2
Very Bad
0
0
20
30
10
20
20
5
40
30
20
10
10
45
10
10
20
50
45
40
35
Quality
30
Brand Image
25
Availability
20
Packaging
15
Margin
10
5
0
Good
Very Good
Average
Bad
Very Bad
Interpretation:
As per this graph Amul has provide good quality and Amul brand image is very good in
dairy market its provide average availability comparison other competitor, its packaging are
good but Amul has no provide a good margin to their retailers comparison other
competitors.
WEAKNESS
1. Lack of availability of stock at various locations.
2. Lack of promotions (advertisements/offers/schemes).
3. Weak distributors service channel to retailers (in some areas).
4. Low profit margin to retailers.
OPPORTUNITIES
1. Areas can be targeted to cover Retailers look for convenience and margin.
2. Promotions will pay good results, market is lacking with the same.
3. A great opportunity to cash the brand name once again by giving good quality products.
4. Weak up the entire market as per the demand.
THREAT
1. Some customers are in the hand of retailers because the retailer enjoys good profit margin
from other competitors brand.
2. Psychological state of mind of retailers and consumers.
3. Old manufacturing date on packs is a major threat.
4. Competitors are cutting up the market share of Amul Product.
5. Competitor brand are offering huge profit margin to retailers, whereas few of them are
selling at lower retail prices.
Observation:
The key observations are as follows:
1. The replenishment of orders is about 64% which is average.
2. About 40% of the Amul parlour and retailers says that often damaged materials came to
them
3. The schemes/ discounts are often given by distributors to parlours and retail stores.
4. The availability and product quality of Amul products is good
5. The satisfaction level of customers of Amul parlours and retail stores is good.
6. The replacement of defective material is poor and also the process is very complicated.
7. The damage material often came about 79% which is due to improper handling by
distributors.
Findings:
1. Most of the Amul parlours are not interested in running them for longer period due to very
low margins.
2. The sales of Amul product is average round the year.
3. The full varieties of Amul products are almost as par customers need.
4. Retailers want more margins from Amul.
5. People were highly satisfied with product quality of Amul.
6. Distributors could not provide all type of varieties because of less stock.
7. Due to negligence of the company the customers of Amul are shifting towards other
company
8. More preference should be given to parlours and outlets as within the prescribed 1 km
radius other retailers also provide Amul products.
Chapter-9 Suggestions/Recommendations:
This industry is most competitive industry; there are large numbers of competitors in this
field. In such condition a small loop may create a big problem. The condition is made
tougher by Gowardhan, which is recently dominating in this industry, so only a detained
study and fully fledged effort can help in good sales to capture the market. Four things are
necessary to improve the sales in the sub city:
1. Service
2. Advertisement
3. Replacement policy
4. Proper distribution
5. Special attention
1. Service
It is the critical factor in the success of any brand. There is no doubt that Amul services are
good but it needs little more improvement to completely capture the market.
2. Advertisement:
This is the most important factor that affects both the sales as well as the consumers
attention. Amul has to take aggressive advertising centered specially for its parlours and
outlets.
3. Replacement policy
Amul is already blamed for poor replacement policy; it has to give certain kind of
replacement policy to make its product more acceptable to the parlours and outlets.
4. Distribution
The replenishment is average and often damaged material came on account of improper
handling by distributors due to this parlours find it difficult to retain the customer. The
number of distributor operating in an area also very low in number which also adds to
improper distribution.
5. Special attention
The priority should be given to Amul parlours and outlets as compared to other retailers
who also keep products of Amul. Many a times it happens that outlets are not having the
product but other retailers are having the product.
Chapter-10 Conclusion:
On complete analysis of the Questionnaire, it is concluded that Amul parlours has good
reputation in the market and it has 100% satisfied customer but lack proper distribution and
marketing. Very few distributors are in a particular area which not only is resulting in
improper distribution but also resulting in monopoly of these distributors. The position of
both the parlours and outlets can be uplifted in the market by sound marketing and proper
distribution channel which results in delivery on time.
Amul has a good reputation and name because of existence in the market for so many years
especially through the name of Amul Butter.
Within short span of time Amul has launched so many products which are still lacking
promotion and availability. Amul has customer driving power but is not able to retain
customer due to unavailability of the newer products.
Its been great experience working with Amul and doing promotional activity for new
products of Amul Pro. The market survey has helped a lot in understanding forward
integration of Amul to link directly with the customer. It has helped me in not only
knowing the business potential of Amul as a brand through its sales in parlours and outlets
but also knowing Amul in leap and bound like knowing its pattern of distribution, depth of
the Amul products, margin associated with Amul products, business structure of Amul.
ANNEXURE
Questionnaire (for retailers)
Mo. No.
Address
BACKGROUND
We are doing a brief survey to find out the level of retailer perception regarding
Amul products; Parlours & Retail stores. We would be grateful if you could spare a few
minutes to participate in it. Thank you for your cooperation.
a.) Yes
b) No
2. If no, why?
b) Low margin
d) Low distribution
3. Which is the most preferable brand of packaged dairy products that you stock?
a) Amul
b) Katraj
c) Nestle
d) Gokul
b) Paneer
c) Butter milk
d) Dahi
e) Flavored milk
f) Cheese
g) Amul pro
h) other
6. Do you know which sales promotinal activities does the company undertake for Amul
Products?
a.) Price off
b) Free samples
c) Credit Facility
d) Advertisement
e) Coupons
f) P-O-P Displays
b) No
b) No
b) Pakaging
c) Availability
Good
A.
B.
Quality
Brand
Very Good
Average
Bad
Very Bad
C.
D.
E.
Image
Availability
Packaging
Margin
BIBLIOGRAPHY:
A) Books:
1. Kotler Philip, Marketing Management
2. Kothari C.R., Marketing Research
B) Websites:
1. http://www.amul.com
2. www.google.com