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PROJECT REPORT ON
Market Analysis & Sales Development of Amul
Milk
This Study was conducted from 4th May to 28th June 2015

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Data Analysis For Retailer:1)

Number of retailers stoking Amul milk.

Answer

No of respondent

Percentage

Yes
No

36
52

40.90%
59.09%

41%
yes
59%

No

Interpretation:

The above graph indicates that only 41% of total retailers are selling amul
milk.
It shows that Amul milk brand is not most popular among the retailers.

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2) Sizes of Amul milk packets retailers preferred to stores.
(Out of 88 retailers only 36 were buying Amul milk)

No of
Answ
responden
er
t
250
ml
0
500
ml
30
1 ltr
6
5 ltr
0

5 ltr0

1 ltr

500 ml

30

250 ml0
0

10

15

20

No of respodent

25

30

35

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Interpretation:

The above graph shows that most of the retailers preferred to stored 500 ml
and 1 ltr pouch of Amul milk as per the customer demand.
In case of 5 Ltr. Pouch there was no customers demand.
250 ml pouches were not available to retailers.

3) Reasons for Amul milk not stored by retailers.

(Out of 88 retailers 52 were not buying amul milk.)

Answer

No of
respondent

Low margin
No replacement for
leakage

27

No distribution

16

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no distribution

no replacement for leakage

16

low margin

27

10

15

20

25

30

no of respondent

Interpretation:

From above graph it is clear that 52% retailers were not satisfied with margin
policy.
31% retailers were not satisfied with replacement for leakage.
Very less retailers complained about distribution network.

4) Preference of retailers to milk brand.

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Others

BRANDS

RESPONDENTS

Amul

11

Chitale

23

Katrej

27

Gokul

14

others

13

13

Gokul

14

Katrej

27

Chitle

Amul
0

23

11
5

10

15

20

25

30

No of respondent

Interpretation:

The above graph shows that the katrej is most preferable brand in all.
Some retailers also prefer chitale and gokul.

5) Sources from where retailers get Amul milk.

(Out of 88 retailers only 36 were buying Amul milk)

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Answer
other suppliers

No of
respondent
35
1

percent
age
97.22%
2.77%

54%

46%

Interpretation:

Almost all retailers said that they purchased milk from distributors.

6) Retailers satisfaction with Amul distributor.

(Out of 88 retailers only 36 were buying Amul milk)

Yes
No

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Answer

No of
respondent

percent
age

Yes

21

58.33%

No

15

41.66%

42%
58%

Yes
No

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Activities

Interpretation:

Graphs show that

satisfied with the
Amul distributors.

Price of
coupons
Advertisem
ent
Credit
Facilities

awar
e
23
33

Not
aware
13
3

32

16

20

most of retailers were

service provided by the

7) Awareness among retailers about different about sales promotional

activities for Amul milk.
(Out of 88 retailers only 36 were buying Amul milk)

40
35
30

13
20

25
20
33

15
10

32

23
16

5
0

Price of

coupouns
aware

Advertisement
not aware

Credit facilities

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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.
Credits facility was not provided to single retailers.

8) Non selling retailers interested to sale Amul milk.

(Out of 88 retailers only 52 were not buying Amul milk)

Answe
r

No of
respondents

Percentage

Yes

24

46.15%

No

28

53.84%

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54%

46%
Yes
No

Interpretation:

Graph represents the interest of the retailers to start amul milk selling. The
question asked increase the retail coverage.
Mo

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