Summer Training Presentation On "ANYLYSING MARKET SHARE OF AMUL POUCH MILK IN KANPUR"

PRESENTED BY FASEEH AZIM KHAN DIWAN ATAHAR KHAN CORPORATE GUIDE: Mr. Animesh Kishore Mr. Manoj Karki

 Introduction of Project. Company profile. Objectives of the study Research methodology. Research work. Data analysis. Findings. Conclusion. Recommendations. Limitations.

Content

Introduction of Project
In this project, we have done a survey and collected data on the basis of a questionnaire . As per our topic "ANYLYSING MARKET SHARE OF AMUL POUCH MILK IN KANPUR our main focus :- To analyse the market share of amul pouch milk in market. AMUL milk, the market leader in Kanpur district over the years , had lost the market share drastically.

Company Profile
Based in Anand,Gujarat Registered on December 14, 1946 Sourced from the sanskrit word amoolya. Amul products have been use in millions of homes since 1946. Amul a leading food brand in India .

Founder Of The Amul Company

Dr Verghese Kurien, the Chairman of the GCMMF (Gujarat Co-operative Milk Marketing Federation Ltd), an apex cooperative organisation, based in the in Anand town of Gujarat, India.

White Revolution. (1966)

Verghese Kuriens Amul experiment in Gujarat soon blossomed into the much larger Operation Flood, spread over 23 states, 170 districts and 90,000 village cooperatives. It changed India from an importer to the world's largest milk producer and exporter.

Gujarat Cooperative Milk Marketing Federation

India's largest food products marketing organisation. It is a state level apex body of milk cooperatives in Gujarat. In 1954, Kaira District Co-operative Milk Producers Union built a plant to convert surplus milk produced in the cold seasons into milk powder and butter. In 1973, the milk societies/district level unions decided to set up

a marketing agency to market their products.

It was registered as a co-operative society on 9 July 1973.

GCMMF Today
Members: 17 district cooperative milk producers union (16 nominal member) No. of Producer Members: 3.18 million No. of Village Societies: 16,117 Total Milk handling capacity: 10.21 million litres per day Milk collection (Total 2011-12): 3.18 billion litres Milk collection (Daily Average 11-12) 10.6 million litres Milk Drying Capacity: 647 Mts. per day Cattle feed manufacturing Capacity: 3690 Mts. per day

Sales Turnover ( 2011-12 ) :

Rs. 11668 crores

GCMMF TURNOVER

Objectives
To find Total Milk Market in Kanpur.

To analyze the Amul Milk share in Kanpur City.

To know the market share of different companies.

To know the factors which affects the buyers buying

behaviour to purchase milk. To find the main reasons behind decrease in sale. To find what Advertising medium most use by competitors.

Research Methodology
Research Design :Descriptive Research Design

RESEARCH METHODS FOR COLLECTING DATA :Survey Method Sources of Data Questionnaires & interview of Retailers DATA COLLECTION: Main emphasis was given to primary

data. Primary Data Collection Questionnaire Personal interview

Secondary Data Collection

File records of the organization Organization history and profile Internet Questionnaire in the project consists of: Multiple choice questions Dicthomus

DATA REPRESENTATION:
Data representation is in tabulation and graphical forms.

DATA ANALYSIS: Data is analyzed with the help of statistical methods using

bar diagrams, pie charts etc.

LOCALITY: I have selected to perform my project in Kanpur. In these respective Areas :Kidwai Nagar,Dada Nagar, Jajmau,CocaColaChauraha, Mall Road, Govind Nagar,Krishna Nagar, kaka Dev .

Sampling:Sample Design: Non random sampling Size of sample: 100

DATA ANALYSIS

What is your average Sale of milk per day?

Which brands of Milk in your shop?

Which brand provides best distribution service in milk?

Sales
Amul Parag NamasteIndia 15% 20% 65%

What is prefer by customer in pouch milk?

Do you satisfy with the Way of packaging?

%
yes 30%

No 70%

Are you think customer affected by the promotional activities ?

What are the Advertising medium use by competitors ?

Opinion about Amul Milk?

Who are the best competitors of Amul milk?

Do you think that Amul is suitable to give you required return?

Column1
YES 30%

NO 70%

You get your delivery at right time ?

Sales
YES 28%

NO 72%

Finding
TOTAL MILK MARKET IN KANPUR

Sales Record Data

Area NO. of Retailer 10 10 2 2 7 3 Total sale (crates) 87.5 55 7 100 157 145 Sale of Amul Before Namaste India launch ( crates ) 81.5 50 7 87 116 133 Sale of Amul After Namaste India launch ( crates ) 60.5 42 5 57 90 120 Govind Nagar Kidwai Nagar Coca-Cola Chauraha Kaka Dev

JajMau
Dada Nagar

Mall Road

70

60

35

MARKET SHARE ANALYSIS

Reason behind decreased in share ?

Series 1
Series 1 6

Findings
Huge difference between proper demand and supply. Lack of promotional activities. Leakage problem. Late in delivery.

Conclusion
We found that the customers mainly affected by promotional activities so Amul must come up with new promotional activities such that people become more aware about Amul milk .

In comparison to Amul milk, the other players such as Parag,

and Namaste India provide a better availability and give

competition due to local brand . People are mostly satisfied with the overall quality of Amul milk, but for the existence in the local market Amul must use aggressive selling techniques.

Contd
Its not easy to deal with the people of various mindset. Always be ready to do anything necessary to makes your things done Its all about Branding, people buy products what they see, Brand loyalty is very low. Finally we found that jo dikhta hai wo bikta hai

Recommendations :
Company have to organize well defined distribution channel. Sales promotion and advertising to be made more frequent for brand building. Company should make plans for better performance to the sales man. Company should pay attention on the customers and retailers suggestions and complaints about products, service policies, price changes, advertising companies etc. The incentive structure should be revised for the retailer to increase the sells

Cont.
Due to increasing consciousness of customers and dealers the company should consistently focus in developing the quality as well as quantity of the product. Company should gather information of competitors activities on regular basis.

LIMITATIONS OF THE STUDY :As the research was conducted in Kanpur city its result are valid for Kanpur city. The study is conducted during the period of June-2012 to July2012 hence results are valid for this time period. Only the sample of retailers was surveyed because of limited time. As the survey was conducted on questionnaire basis as everything in details was not available. The scope of the study is retracted to Amul Milk in Kanpur city only.