SUMMER INTERNSHIP PRESENTATION

ON
A STUDY ON SCOPE OF RETAIL EXPANSION
FOR AMUL FROZEN PRODUCTS IN JAIPUR
PRESENTED BY :YASH GOYAL
ROLL NO. 2880
PGDM-BM
FACULTY GUIDEDr. Shiv P Joshi
FACULTY
FMS-IRM

CORPORATE GUIDEMr. Prashaant Sharma

Officer Incharge- Ice-Cream
Gujarat Co-operative Milk
Marketing Federation Ltd.,
Jaipur

Introduction

RETAIL EXPANSION

A business strategy in which growth is obtained by increasing the

number of stores in which customers can buy a company's products
and services. Unlike relocation, retail expansion entails opening up new
stores in different physical locations while still maintaining the current
business locations.

FROZEN PRODUCTS

Humans have been utilizing freezing as a means of safely preserving

food for thousands of years. Birdseyes development of the doublebelt freezer recreated natures freezing process and expanded its
potential by moving beyond the limits of climate and season. Building
on this ability to freeze food anywhere, any time of year, introduced
the first line of frozen foods for sale to the public in 1930 and the
frozen food industry was born.

Company profile

Amul is an Indian dairy cooperative, based at Anand in the state of Gujarat, India. The
word Amul is derived from the Sanskrit word Amulya meaning Invaluable. The
cooperative is also referred to as Anand Milk Union Limited (AMUL).

It was formed in 1946 , it is a brand managed by a cooperative body, the Gujarat Cooperative Milk Marketing Federation Ltd.(GCMMF) which today is jointly owned by 3
million milk producers in Gujarat. 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.

PRODUCTS
Amul

Ice-Cream

Amul

Frozen Paneer

Amul

Frozen Pizza

OBJECTIVES

To know the current retailing of AMUL frozen products at

Tonk Road area Jaipur.

To know the retailers perception and factors influencing

their perception towards AMUL frozen products.

To analyze the scope for the expansion of market of

AMUL frozen products in Tonk Road Area, Jaipur.

RESEARCH METHODOLOGY
RESEARCH DESIGN

Descriptive Design

RESEARCH AREA

Tonk Road, Jaipur

SAMPLE SIZE

64- Retailers of AMUL

76- Non- Retailers of
AMUL

UNIVERSE

All Retailers of
Frozen Products at
Tonk Road Area,
Jaipur

SAMPLING TECHNIQUE

Purposive Sampling

DATA SOURCE

PrimaryQuestionnaire
Secondary- Journals,
website, Amul Office

Frequencies
Percentages

TOOLS & TECHNIQUE

GRAPHICAL
REPRESENTATION

Bar Graphs
Pie Charts

LIMITATIONS OF THE STUDY

As it was season of maximum sales so retailers

didnt had much time to fill up the
questionnaire.

Area was restricted to Tonk Road only.

DATA ANALYSIS

Sells Amul Frozen Products

Frequency

Percent

Yes
No

64
76

45.7
54.3

100.00%
80.00%
54.30%
60.00%

45.70%

40.00%
20.00%
0.00%

Yes

No
Sells Amul Frozen Products

For Amul
Retailers

STOCK AMUL FROZEN PRODUCTS

AMUL Products
Stock

Frequency

Ice-cream

64

Percent of
Cases
100.0%

Frozen Paneer

33

51.6%

Frozen Pizza

4.7%

100%
80%
60%
100.00%
40%
51.60%

20%
0%

Ice-Cream

Frozen Paneer
Series 1

4.70%
Frozen Pizza

BRAND MOST PREFERED BY AMUL RETAILERS TO SELL

100.00%
90.00%
80.00%
70.00%

59.40%

60.00%
50.00%
40.00%
30.00%

18.80%

20.00%
10.00%
0.00%

9.40%
3.10%

3.10%

6.30%

Prefer to sale
Frequency Percent
AMUL
38
59.4
Mother
2
3.1
Dairy
Kwality6
9.4
walls
Vadilal
12
18.8
Havmor
2
3.1
Other
4
6.3
Total
64
100.0

SATISFACTION WITH DISTRIBUTOR

Frequency

Percent

Yes

63

98.4

No

1.6

100.00%
80.00%
60.00%
98.40%
40.00%
20.00%
0.00%

Yes

1.60%
No

FREQUENCY OF SALESMEN
VISITS
100.00%
90.00%
80.00%
70.00%

62.50%

60.00%
50.00%
40.00%

29.70%

30.00%
20.00%
1.60%

10.00%
0.00%

Daily

2-3 Days

4-5 Days

Frequency of Salesman Visit

6.30%

6-8 Days

Frequency of salesmen
visit

Frequency Percent
Daily
40
62.5
2-3
19
29.7
Days
4-5
1
1.6
Days
6-8
4
6.3
Days
Total
64
100.0

CHALLENGES FACED BY RETAILERS FROM DISTRIBUTOR

SIDE
100.00%

80.00%

60.00%

40.00%
50.00%
32.80%

20.00%
7.80%
0.00%

3.10%

6.30%

Challenges faced by retailers

Frequency Percent

Irregularity of
5
7.8
salesman
Shortage of Ice21
32.8
cream
Advertisement
2
3.1
Replacement
4
6.3
No Problem
32
50.0
Total
64
100.0

RATINGS TO ATTRIBUTES OF
AMUL
Ratings to Atributes of Amul
Quality

4.84

Brand Image

4.5

Availability

3.07

Packaging margin

3.76

Replacement
0

3.26

Very Bad

Bad

Average

Ratings to Atributes of Amul

Good

4Very Good

For Non Amul

Retailers

STOCK OR SELL FROZEN PRODUCTS OTHER THAN AMUL

Frequency

Percent

Ice-cream

76

100.0%

Frozen Food

26

34.2%

100%
80%
60%
100.00%
40%
20%
0%

34.20%
Ice-creams

Frozen foods
Column1

MOST PREFERED BRAND BY NON AMUL RETAILERS

TO SELL
100.00%

Cream Bell
Mother Dairy
Kwality Walls
Vadilal
Havmor
Other
Total

80.00%

60.00%

40.00%

43.40%
20.00%
23.00%

19.70%
9.20%

2.00%

1.30%

0.00%

Cream Bell

Mother Dairy Kwality - Walls

Vadilal

Havmor

Other

Frequency

Percent

7
1

9.2
1.3

15

19.7

33
2
18
76

43.4
2.6
23.7
100.0

REASON FOR PREFERENCE OF BRAND

100.00%

80.00%

Proper service
Customer
preferences
High profit
margin
Others
Total

60.00%

40.00%
59.20%
20.00%

0.00%

32.90%

6.60%
Proper service

Customer preferences
Series 1

High profit margin

1.30%

Others

Frequenc
Percent
y
45
59.2

6.6

25

32.9

1
76

1.3
100.0

APPROACHED BY AMUL FROZEN LINE SALESMEN

Frequency

Percent

Yes

32

42.1

No

44

57.9

100.00%

80.00%

60.00%

40.00%
57.90%
20.00%

0.00%

42.10%

Yes

No
Series 1

SOLD AMUL FROZEN PRODUCTS IN PAST

20%

Yes
No
Total

80%

Yes

Frequenc
Percent
y
15
19.7
61
80.3
76
100.0

No

100%

80%
60%
100.00%
40%
20%
0%

26.70%
Ice Cream

Frozen Paneer

0.00%
Frozen Pizza

Frequenc Percent
y
of Cases

Ice-cream

15

100.0%

Paneer
Total

4
19

26.7%
126.7%

REASON FOR DISCONTINUING SELLING AMUL FROZEN PRODUCTS

100.00%
80.00%

60.00%
80.30%

40.00%
20.00%
0.00%

9.20%

2.60%

7.90%

Irregularity of
salesman
shortage of
ice-cream
Other
Not applicable
(Not sold in
past)
Total

Frequenc
Percent
y
7

9.2

2.6

7.9

61

80.3

76

100.0

REASON FOR NOT START SELLING AMUL FROZEN PRODUCTS

100.00%
80.00%

Salesman not
approached
Price problem

60.00%
40.00%
20.00%

52.60%
13.20%

3.90%

0.00%

10.50%

19.70%

Advertisemen
t problem
Any Other

Frequenc Perce
y
nt
40
52.6
10

13.2

3.9

10.5

Not applicable 15
(past seller)
Total
76
Series 1

19.7
100.0

PROFIT RECEIVED BY OTHER COMPANIES FROZEN

PRODUCTS
100.00%
80.00%
60.00%
40.00%
20.00%
0.00%

63.20%

35.50%
1.30%

Profit received by other companies frozen products

More than
AMUL frozen
products
Less than
AMUL frozen
products
Same as AMUL
frozen
products
Total

Frequenc
y

Perce
nt

48

63.2

1.3

27

35.5

76

100.0

NON AMUL RETAILERS INTERESTED IN

SELLING AMUL FROZEN PRODUCTS
100.00%
No; 71.10%

80.00%
60.00%
40.00%

Frequenc
y

Percen
t

Yes

22

28.9

No

54

71.1

Total

76

100.0

Yes; 28.90%

20.00%
0.00%

Yes

No

Series 1

FINDINGS

BOTH AMUL AND NON-AMUL RETAILERS

54.3% keep AMUL frozen products among both AMUL and non-AMUL retailers.

AMUL RETAILERS

98.4% are satisfied with AMUL distributor.

62.5% are visited by AMUL salesmen daily.

50% retailers face no challenge in keeping AMUL products.

51.6% are aware about AMUL parlor (APO).

79.7% expect quality from AMUL ice-cream.

51.6% have ordered frozen paneer of AMUL.

95.3% have ordered frozen pizza of AMUL.

NON-AMUL RETAILERS

100% keep stock and sell ice-cream.

43.4% prefer to sale Vadilal ice-cream.

59.2% prefer brand because of proper service.

78.9% have sold AMUL ice-cream in past.

9.2% out of those who kept AMUL products in past give irregularity of
salesman as a reason of discontinuance.

52.6% are not selling AMUL frozen products as they are not
approached by salesman.

71.1% are not interested in selling AMUL frozen products.

68.4% are not interested in selling AMUL frozen products by nonAMUL retailers.

SUGGESTIONS

Salesman need to focus on covering new retailers.

For the promotion of new products like AMUL epic some

promotional techniques need to be used by salesman by make
retailers aware about products and profit margin.

Amul needs to focus on opening new Amul Preferred Outlets(APO)

in Tonk Road Area.

AMUL need to work on satisfaction of retailers for which profit can

be one aspect, along with it salesman and distributors could work
in maintaining relationship with them.

Supply of Amul Ice Cream is required to be improved.

Thank You..!!