Professional Documents
Culture Documents
Amul India
Amul India
ON
FOR
AMUL INDIA
SUBMITTED BY
YAJURVA ATMAPUJYA
SUBMITTED TO
BATCH 2011-13
EXECUTIVE SUMMARY
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
DECLARATION
I, Yajurva Atmapujya of PGDM ( Reg. No. 2011-13/PGDM/55) hereby Declare that the project work titled "Acceptance of Amul
Date:
Place: Pune
Atmapujya
Signature
Name: Yajurva
Reg. No. PGDM/55
ACKNOWLEDGEMENT
This report has been made possible through direct and indirect support of various people for whom I wish to express my appre
I take this opportunity to express my sincere thanks to the management of Amul located in wagholi pune, for providing me the
I express my to Mr. Sahil Arora ( Territory sales incharge ) who inspire of this pressing duties and responsibility has shown genu
I would like to give my special thanks to my respected mentor Mrs. Arathi Purohit (IIEBM) for guiding me to make this project m
Yajurva Atmapujya
(IIEBM)
Pune.
Chapter-1 Introduction:
Description: This project briefly covers market research on various Amul preferred outlets and Amul parlours along with the Am
Amul has justified its undisputed leadership in foods business by creating 6000 Amul Preferred outlets in a record time which e
Gujarat Co-operative Milk Marketing Federation (GCMMF), custodian of the Amul brand is India?s largest food products marke
Amul are committed to produce wholesome and safe foods of excellent quality to remain market leader through deployment o
because purchasing power is depend upon availability of that product, in case distributors and retailers service matter a lot. A
Time frame: - 3rd May 2012 to 3rd July 2012
Project progress(work)
Project Ending
The project gives the current position of the Amul Retail Shops in the Pune division. The report tells:
These all information can be useful for the company in taking decisions for Retailers which will help to eliminate the problems
INDUSTRY PROFILE:
Dairy is a place where handling of milk and milk products is done and technology refers to the application of scientific knowled
The dairy sector has developed through co-operatives in many parts of the State. During 1997-98, the State had 60 milk proces
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
authorities. This will help them in marketing their products in foreign countries in processed form.
The research and development need to the dairy industry to develop and survives for long time with better status. The various
The food processing industry sector in India is one of the largest in terms of production, consumption, export and growth pros
Food processing industry is providing backbone support to the milk industry. The development food products by using milk can
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 wa
There is also great scope for investment in different dairy cultures, including dairy biologics, enzymes, probiotics, and other col
Producing biopreservative ingredients based on dairy fermentation, such as pediococcin, acidophilic, Bulgarian, and Nissan con
Great potential lies for foreign investment for manufacturing and marketing of cost-effective, top- quality food processing mac
Food Packaging Instruments:
There is a tremendous investment opportunity for foreign investors in the manufacturing of both machinery and packaging ma
Retailing:
Retailing of dairy products also promises great investment opportunities for standardization and upgrading dairy products in th
Manufacture of ingredients:
Several intredients are involved in the making of different dairy products like ghee, condensed milk, and cheese, Manufacturin
Finished Products:
There is a great scope for investment in the manufacturing of finished dairy products such as cheese souse and cheese powde
2.2 PROBLEMS:
India and China are two emerging economy in Asia. The Dairy and Food Processing industry in India still have underdeveloped
HISTORY
Amul (Anand Milk Union Limited), formed in 1946, is a dairy cooperative movement in India. It is a brand name managed by an
GCMMF
Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products marketing organization. It is a state le
Amul plans to launch India's first sports drink Stamina, which will be competing with Coca Cola's Powerade and PepsiCo's Gato
Achievement:
Amul: Asia s largest dairy co-operative was created way back in1946 to make ? the milk producer self-reliant and conduct milk-
A) First self motivated and autonomous farmers? organization comprising of more than 5000000 marginal milk producers of Ka
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 farmer?s co-operatives.
Amul is the live example of how co-operation amongst the poor marginal farmers can provide means for the socio-economic d
Amul in abroad:
Amul is going places. Literally. After having established its presence in China, Mauritius and Hong Kong, Gujarat Cooperative M
Amul (GCMMF, Gujarat) is the largest brand in the industry. Other regional brands (dairy co-operatives): Aarey, Gokul, Warana
Mother Dairy (Delhi) and Bangalore Dairy (Nandini brand) have tie ups with GCMMF, Anand.
Private sector dairies: JK Dairy, Heritage Foods, Indiana Dairy and Dairy Specialties.
Global Players: HLL, Britannia, Heinz, Kraft Foods, SmithKline Beecham, Nestle etc
AMUL TODAY
The Gujarat Cooperative Milk Marketing Federation (GCMMF) which markets the popular Amul brand of milk and dairy produc
The results of the apex body of the dairy cooperatives in Gujarat were declared on 21st
GCMMF: An Overview
1050
2500
Graphical Presentation:
140000
120000
100000
80000
Rs (million)
60000
US $ (in million)
40000
20000
2011-12
HEAD OFFICE:
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
Objective:
Is to ensure that the maximum share of the consumer?s rupee goes back to the milk producers.
Future Plan:
? Expansion of distribution network, creative marketing, consumer education and product innovation, we will leverage effectiv
? Milk shed area will increase to 231 lakh kg per day (23.1 million kg per day), at an annual growth rate of 4%
? Installing Bulk Milk Chillers and Automatic Milk Collection Systems in all our village cooperative societies.
? Collect as much as 195 lakh kg per day (19.5 million kg per day) of milk in the peak flush season.
? Satellite dairies with combined processing and liquid milk packaging capacity of 50 LKPD will be established in major metro m
? We plan to double to processing capacity of our dairy plants to 20.7 million kg per day, by 2020
? Milk drying capacity will also be enhanced by 200 MT?s per day
? Plan to expand our cattle feed manufacturing capacity, more than four times to 12,000
? Total investments envisaged for creating all the required infrastructure would be Rs. 2,600 crores (Rs. 26 billion) till the year 2
ButterMargarineAmul liteCheese
Cheese Spread
Paneer
Pizza Cheese
Pizza
Tetra milk
Pouch milk
Chocolates
Milk shake
Amulya
Amul spraySMPNutramulGhee
Ice cream Shrikhand Dahi Yogurt
COMPETITION:
Vadilal
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 Board?s (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 A
CLIENTS:
Major clients are the five stars hotels (TAJ, Oberoi etc.) and big restaurants throughout the country.
Many of Amul?s products are now available in the USA, Gulf Countries and Singapore.
Amul Parlours are successfully operating in more than 1400 towns at high streets, residential areas, Railway Stations, Bus Statio
Here is a list of the few of the Amul parlours operating across the various parts of the country
5. Wipro, Bangalore
? "Amul Preferred Outlets are an excellent business opportunity for budding entrepreneurs. To have a better idea please go th
meet the design and specifications at your cost. The cost of renovation of a typical shop would normally be between Rs. 60,00
3. Branding- The cost of the signage?s fabrication and installation would be borne by GCMMF Ltd.
a. 1or 2 deep freezers (Can be purchased through Hamara Apna Deep Freezer Scheme )
c. 1 pizza oven
5. Security Deposit- You would be required to furnish an interest free refundable security deposit of Rs. 25,000 to us locked for
6. Supplies- The delivery of products would be done through our wholesale dealers.
Today ice creams are equally popular among children and grown-ups. Eating ice creams have become an occasion for celebrati
Rs. 1000 Cr. and the market is witnessing a booming growth rate of 12-15% annually.
Per capita consumption of ice creams in India is around 250 ml compared to 23 litres in the US, 18 litres in Australia, 14 litres in
Amul - the leader in Ice Creams
Since its launch in 1996, Amul Ice Creams have consistently combated Competition like Kwality Walls, Mother Dairy and other
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
Care to offer delectable flavours to all age groups across the society.
Over the years, Amul has added diverse flavours to its range of ice
Amul offers a selection of almost 220 products with flavours ranging from exotic Honey Banana to Kesar Pista and many more.
the delicious individual novelties Amul also have ice creams for the health conscious. In January 2007, Amul introduced Sugar
Seize the opportunity to partner with India's leading Ice Cream 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 ic
Currently Amul has Scooping Parlours across the country including Mumbai, Chennai, Delhi, Bangaluru, Thane, Pune, Kolkata, N
These Parlours have been well received by customers and are doing upbeat business.
? Thick Shakes
The recipes on offer at these Scooping Parlours are designed by Amul. The maximum retail price of the products is pre-determ
Primary Objectives:-
3. To understand the problem faced by Retailer holder pertaining to selling & storage of Amul products.
Secondary Objectives:-
charge):
4. The study not only gives idea about what problems are faced by distributors in distributing Amul products but will also help
6. The study will help in restructuring margin policy for retail distributors.
7. The study will help in supplying required products & services to retail distributors in timely manner.
8. This study also will also help in improving the market share of Amul in Dairy market.
"Market research is the systematic design, collection, analysis and reporting of data and finding relevant to a specific marketing
Objective
"Marketing Research is the functional links to the customers, consumers &public to marketing through information. Informatio
Marketing Research specifies the information requires addressing these issues, designing the method for collecting informatio
In other words Marketing Research is any organized efforts to gather information about markets or customers. It is a very impo
Marketing Research is for discovering what people want, need, or believe. It can also involve discovering how they act. Once th
Questionnaires and focus group discussion surveys are some of the instruments for market research.
Qualitative Marketing Research- generally used for exploratory purposes- small number of respondents - not generalizable to t
(II) Based on observations:
Ethnographic studies: It is by nature qualitative, the researcher observes social phenomena in their natural setting - observatio
6.3 PROMOTION:
Promotion is one of the four elements of marketing mix (product, price, promotion, and place). It is the communication link be
The specification of five elements creates a promotional mix or promotional plan. These elements are personal selling, adverti
positioning, competitive retaliations, or creation of a corporate image. Fundamentally, however there are three basic objective
? To increase demand.
? To differentiate product.
A. Secondary data:
? Magazines
? Websites such as www.amul.com and www.google.com. These were the sources from which secondary data has been gathe
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 b
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 l
The primary information was collected by face-to-face and direct interviews with the retailers and the customers. They provide
The secondary sources of information were various web sites of the companies, newspapers & magazines.
The data collected was carefully analyzed. The research and analysis of the information has been done on the basis of various
This is the most vital part of the work undertaken. After collection and analysis of data, it was recorded in the form as prescrib
Exploratory research provides insights into and comprehension of an issue or situation. It should draw definite conclusions onl
Conclusive research draws conclusions: the results of the study can be generalized to the
whole population.
Exploratory research information is conducted to explore a problem to get some basic idea about the solution at the prelimina
Exploratory research information is collected by focus group interviews, reviewing literature or books, discussing with experts,
Conclusive research is conducted to draw some conclusion about the problem. It is essentially, structured and quantitative rese
Exploratory research is also conducted to simplify the findings of the conclusive or descriptive research, if the findings are very
6.6 Sampling:
Sampling is the process of selecting units (e.g., people, organizations) from a population of interest so that by studying the sam
Researchers rarely survey the entire population because the cost of a census is too high. The three main advantages of samplin
The methodology used to sample from a larger population will depend on the type of analysis being performed, but will includ
A random sample is a subset of individuals that are randomly selected from a population. Because researchers usually cannot
For example, imagine that a market research company is interested in learning more about what type of dish soap people use.
Simple random sample is selected so that all samples of the same size have an equal chance of being selected from the entire
A self-weighting sample, also known as an EPSEM (Equal Probability of Selection Method) sample, is one in which every individ
Stratified sampling involves selecting independent samples from a number of subpopulations, group or strata within the popul
Cluster sampling involves selecting the sample units in groups. For example, a sample of telephone calls may be collected at by
3. Collection of data:
Pune region.
The sample was drawn by using Random Sampling Techniques, as researcher needs to fill questionnaire from Retailer.
Apart from that, Random Sampling Techniques are more economical than any other sampling technique.
A sample size of 100 was taken out of 180 because they are Amul product buyers. The
samples were randomly selected from the population for the research work.
? 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 comp
7.1 Analysis of the data (from the questionnaire) obtained from the Amul Retail Shops.
a.) Yesb.) No
100
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 segm
Table 2:
100
60
50
40
30
20
10
products
Interpretation:
From the above mentioned graph we can conclude that the remaining 10% retailers are not keeping the "Amul" milk products
Q.3 which is the most preferable brand of packaged dairy products that you stock?
100
Retailers Stock
50
45
40
35
30
25
20
15
10
Retailers Stock
AmulKatrajNestleGokul
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
d) Dahi
h) other
Table 4:
100
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
Q.5 what is the source from where do you get Amul Products?
100
Sources
100
90
80
70
60
50
40
30
20
10
Sources
0
DistributersOther Suppliers
Interpretation:
As per the graph we can conclude that majority of its products are selling to their final customers by their distributors and rem
Q.6 Do you know which sales promotinal activities does the company undertake for Amul products?
100
Promotional Activity
45
40
35
30
25
20
Promotional Activity
10
Interpretation: As per this graph Advertising are main focus while making advertising they are more focusing on current affairs
Table 7:
100
No. of respondent
100
90
80
70
60
50
40
30
20
10
No. of respondent
YesNo
Interpretation:
As per this graph 95 retailers are satisfied of distributers because they are following they are wise supply chain management w
a) Yesb) No
Table: 8
100
No. of Respondent
100
90
80
70
60
50
40
30
20
10
No. of Respondent
0
YesNo
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
Table 9:
100
Retailer expectation
Availability
Interpretation:
As per this graph Retailers are expecting more margins on its products because their competitors are providing more margins.
20
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 availab
STRENGTH
WEAKNESS
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.
THREAT
1. Some customers are in the hand of retailers because the retailer enjoys good profit margin from other competitor?s brand.
2. Psychological state of mind of retailers and consumers.
5.Competitor brand are offering huge profit margin to retailers, whereas few of them are
Observation:
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.
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.
3. The full varieties of Amul products are almost as par customers need.
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 Am
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 m
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 impro
2. Advertisement:
This is the most important factor that affects both the sales as well as the consumers? attention. Amul has to take aggressive a
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
4. Distribution
The replenishment is average and often damaged material came on account of improper handling by distributors due to this p
5. Special attention
The priority should be given to Amul parlours and outlets as compared to other retailers who also keep products of Amul. Man
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
Amul has a good reputation and name because of existence in the market for so many years especially through the name of "A
Within short span of time Amul has launched so many products which are still lacking promotion and availability. Amul has cus
It?s been great experience working with Amul and doing promotional activity for new products of "Amul Pro". The market surv
ANNEXURE
Address
BACKGROUND
We are doing a brief survey to find out the level of retailer perception regarding Amul products; Parlours & Retail stores. We w
b) No
2. If no, why?
d) Low distribution
3. Which is the most preferable brand of packaged dairy products that you stock?
d) Gokul
6. Do you know which sales promotinal activities does the company undertake for Amul Products?
f) P-O-P Displays
b) No
b) No
c) Availability
Very Bad
A. Quality
B. Brand
Image
C. Availability
D. Packaging
E. Margin
BIBLIOGRAPHY:
A) Books:
B) Websites:
1. http://www.amul.com
2. www.google.com
?s perception for the Amul products & the problem faced by the Retailers. It gives the information that where the Amul need to improve th
and secondary resources (Market survey, Company Website namely www.amul.com, Books, company?s executives, e-Newspapers, e-Mag
work titled "Acceptance of Amul products at retail level", Which has been submitted to the Indus Business School, is an original work of th
whom I wish to express my appreciation and gratitude.
wagholi pune, for providing me the opportunity to the carry out the project in their organization.
and responsibility has shown genuine interest in providing necessary guidance regarding concept clarity of the project and rendered suppo
ed outlets in a record time which exclusively sell wide range of Amul products. This has been possible dua to strong brand equity and imme
dia?s largest food products marketing organization. With its wide product Portfolio GCMMF today has a turnover in excess of Rs. 9774 Cr. W
arket leader through deployment of quality management systems, state-of-art-technology, and innovation and eco-friendly operations to ac
nd retailers service matter a lot. A retailer or retail store is any business enterprises whose sales volume comes primarily from retailing.
ill help to eliminate the problems and generate more sales & increase the profit.
e application of scientific knowledge for practical purposes. Dairy Technology has been defined as that branch of dairy science, which deals
7-98, the State had 60 milk processing plants with an aggregate processing capacity of 5.8 million litres per day. In addition to these proces
pared with the U.S' 63 cents, and Japan?s $2.8 dollars. Also to take advantage of this lowest cost of milk production and increasing producti
me with better status. The various institute and milk dairy companies R&D results provide base for today?s industry growth and developme
umption, export and growth prospects. The government of accorded it is a high priority, with a number of fiscal relieves and incentives, to
nt food products by using milk can give good market opportunities to produces milk.
opportunities:
breeders are on the lookout for ways to improve their milk yield through cross-breeding. Thus, there is a huge potential available for foreign
dophilic, Bulgarian, and Nissan contained in dairy powder, also promises great investment opportunity.
d milk, and cheese, Manufacturing of ingredients for these products offers a great potential for foreign investment.
n India still have underdeveloped market and fragmented supply base. On the other hand, the size of both, Markets and the suppliers are l
It is a brand name managed by an apex cooperative organization, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which to
rketing organization. It is a state level apex body of milk cooperatives in Gujarat which aims to provide remunerative returns to the farmers
la's Powerade and PepsiCo's Gatorade.
ucer self-reliant and conduct milk- business with pride. Amul has always been the trend setter in bringing and adapting the most modern te
e means for the socio-economic development of the under privileged marginal farmers.
Hong Kong, Gujarat Cooperative Milk Marketing Federation (GCMMF), India s largest ? milk cooperative, is waiting to flood the Japanese ma
operatives): Aarey, Gokul, Warana (Maharashtra), Saras (Rajasthan),Verka(Punjab), Vijaya (Andhra Pradesh), Avian (Tamil Nadu), Nandini (Ka
mul brand of milk and dairy products crosses the 2 billion dollar sales turnover mark. During the financial year 2010-11, GCMMF registered
reach these consumers, we need to form equitable alliances with organized retail chains wherever possible.
novation, we will leverage effectively on rising income levels and growing affluence
owth rate of 4%
tive societies.
status. GCMMF has received the APEDA Award from Government of India for Excellence in Dairy Product Exports for the last 13 years.
ed outlets in a record time which exclusively sell wide range of Amul products. This has been possible due to strong brand equity and imme
areas, Railway Stations, Bus Stations, Educational Institutions and a whole lot of Centers of Excellence.
To have a better idea please go through the following:
posit 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 o
become an occasion for celebration. In India alone, the organized ice cream industry has a turnover of around
US, 18 litres in Australia, 14 litres in Sweden and 800 ml even in neighbouring Pakistan. This presents a huge opportunity for organized playe
ty Walls, Mother Dairy and other brands. The customers have shown huge faith in the quality of Amul Ice Creams and today it?s the No. 1
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
ary 2007, Amul introduced Sugar Free & ProLife Probiotic Wellness Ice Cream which was a first in India.
untry. One can enjoy world class ice creams, Sundaes, shakes and other ice cream concoctions in a cozy and nice ambience at these parlors
Bangaluru, Thane, Pune, Kolkata, Nagpur, Ahmedabad and Coimbatore. Apart from these, there are more Amul Scooping Parlours coming u
rice of the products is pre-determined by Amul. The disposables and consumables are also standardized by Amul and supplied by parties a
Amul products but will also help in identifying solution for problems faced by distributors.
ng relevant to a specific marketing situation facing the company." An effective marketing research involved five steps:
g through information. Information used to identify and define marketing opportunities and problems; generate, define and evaluate mark
method for collecting information, managing and implementing the data collecting process, analyzing the result and communicating the fi
discovering how they act. Once that research is completed, it can be used to determine how to market your product.
spondents - not generalizable to the whole population - statistical significance and confidence not calculated - examples including focus gr
n their natural setting - observations can occur cross-sectionally (observations made at one time) or longitudinally (observations occur over
e). It is the communication link between sellers and buyers for the purpose of influencing, informing, or persuading a potential buyer?s pu
ments are personal selling, advertising, sales promotion, direct marketing and publicity. A promotional mix specifies how much attention to
h secondary data has been gathered. Most of the information presented in this report was extracted from the above data sources.
s and the customers. They provide the relevant information regarding the profile of the company as compared to the other company in the
& magazines.
een done on the basis of various sales and marketing strategies adopted by the company during its tenure.
s recorded in the form as prescribed. The major part of the report is the findings.
bout the solution at the preliminary stages of research. It may serve as the input to conclusive research.
or books, discussing with experts, etc. This is unstructured and qualitative in nature. If a secondary source of data is unable to serve the pu
y, structured and quantitative research, and the output of this research is the input to management information systems (MIS).
e research, if the findings are very hard to interpret for the marketing managers.
nterest so that by studying the sample we may fairly generalize our results back to the population from which they were chosen.
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 ensu
s being performed, but will include simple random sampling, systematic sampling and observational sampling.
cause researchers usually cannot obtain data from every single person in a group, a smaller portion is randomly selected to represent the e
what type of dish soap people use. Instead of polling every single person, they will select a random sample of individuals and question them
mple, is one in which every individual, or object, in the population of interest has an equal opportunity of being selected for the sample. Si
s, group or strata within the population. Great gains in efficiency are sometimes possible from judicious stratification.
phone calls may be collected at by first taking a collection of telephone lines and collecting all the calls on the sampled lines. The analysis o
s from retailers in Pune. The method of data collection is qualitative and descriptive in nature i.e. survey and observation based research. T
g technique.
conclusions based on the survey
ad to be assumed to be truth
mul" milk, so majority market segment has been covered by this company and for the remaining market share we can interpret that it has b
keeping the "Amul" milk products because their major competitors in this Pune region i.e."Mauli" & "Katraj" is giving more margin to their
ul Butter" and "Amul Cheese and Paneer" and it is only due to increasing demand for the fast food in Indian market. However customers al
mers by their distributors and remaining customers are directly purchasing from the market i.e. from the supermarket and malls.
e more focusing on current affairs. And second focus is providing P-O-P display provided selected retailers.
wise supply chain management which are actually starting from midnight in two ships.
roducts are more in Indian Market due to its quality & price of its products however it is also Asia?s no. 1 Milk dairy.
d. In such condition a small loop may create a big problem. The condition is made tougher by Gowardhan, which is recently dominating in
ood but it needs little more improvement to completely capture the market.
tion. Amul has to take aggressive advertising centered specially for its parlours and outlets.
nt policy to make its product more acceptable to the parlours and outlets.
ndling by distributors due to this parlours find it difficult to retain the customer. The number of distributor operating in an area also very low
o also keep products of Amul. Many a times it happens that outlets are not having the product but other retailers are having the product.
tation in the market and it has 100% satisfied customer but lack proper distribution and marketing. Very few distributors are in a particular
tion and availability. Amul has customer driving power but is not able to retain customer due to unavailability of the newer products.
cts of "Amul Pro". The market survey has helped a lot in understanding forward integration of Amul to link directly with the customer. It ha
cts; Parlours & Retail stores. We would be grateful if you could spare a few minutes to participate in it. Thank you for your cooperation.
e Amul need to improve the level of customer satisfaction and the role of Retailers for the Amul product?s distribution.
ool, is an original work of the undersigned and not has been reproduced from any other source.
oject and rendered support at all stage of the study.
ng brand equity and immense Consumer support. Amul Parlor are successfully operating in more than 1400 towns at high streets, residenti
r in excess of Rs. 9774 Cr. With a singular focus on marketing and distribution, GCMMF today reaches consumers in all parts of the country.
co-friendly operations to achieve delightment of customers and betterment of milk producers. The dairy industries companies run mainly o
n addition to these processing plants, 123 Government and 33 co-operatives milk chilling centers operate in the State.
tion and increasing production in the country multinational companies are planning to expand their activities here. Some of these milk prod
try growth and development. The research and development of products of dairy, like yogurt and cheese market research and company re
relieves and incentives, to encourage commercialization and value addition to agriculture produce, for minimizing harvest wastage, genera
tential available for foreign investors to invest in dairy cattle breeding of high-quality buffaloes with hybrid cows.
marketing of dairy products.
kets and the suppliers are large. Also, the purchasing power of the consumer and demand for health-based quality products is increasing at
on 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 an
tive returns to the farmers and also serve the interest of consumers by providing quality products which are good value for money. Amul's p
apting the most modern technology to door steps to rural farmers.
g to flood the Japanese market. Then, GCMMF is also looking at Sri Lanka as one of its next export destinations. Amul products are already
ambience at these parlors. It?s fun time for the entire family.
fies 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
a is unable to serve the purpose, a convenience sample of small size can be can be collected.
systems (MIS).
ey were chosen.
maller it is possible to ensure homogeneity and to improve the accuracy and quality of the data.
selected to represent the entire group as a whole. The goal is to obtain a sample that is representative of the larger population.
ividuals 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 t
mpled lines. The analysis of cluster samples must take into account the intra-cluster correlation which reflects the fact that units in the sam
ervation based research. The study is done in steps stated below.
e can interpret that it has been covered by "Mauli" & "Katraj" Milk products.
ving more margin to their retailers. And another reason for not purchasing its products is not providing replacement facility.
ket. However customers also prefer "Amul Milk" because it produces much different flavored milk in comparison to their main competitors
arket and malls.
vide a good margin to their retailers comparison other competitors.
h 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
ting in an area also very low in number which also adds to improper distribution.
ly 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 outle
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 remuner
es companies run mainly on the factors such as availability, service frequency, affordability, taste and marketing. Availability is plays a vital r
ale. The dairy sector in the India has shown remarkable development in the past decade and India has now become one of the largest prod
e. Some of these milk producers have already obtained quality standard certificates from the
t research and company reports provides insights into product and market trends, analysis opportunities, sales and marketing strategies wi
Anand town of Gujarat and has been a sterling example of a cooperative organization's success in the long term. The Amul Pattern has est
d value for money. Amul's product range includes milk powders, milk, butter, ghee, cheese, curd, chocolate, ice cream, cream, shrikhand, p
Amul products are already available on shelves across several countries, including the US, China, Australia, West Asian countries and Africa
l parlours by 2012.
ng process."
omotional plan can have a wide range of objectives, including: sales increase, new product acceptance, creation of brand equity,
ger population.
e fact that units in the same cluster are likely to be more similar than two units picked at random.
ment facility.
n to their main competitors.
o capture the market. Four things are necessary to improve the sales in the sub city:
ly of these distributors. The position of both the parlours and outlets can be uplifted in the market by sound marketing and proper distribu
sales in parlours and outlets but also knowing Amul in leap and bound like knowing it?s pattern of distribution, depth of the Amul produc
nter of Excellence. "Amul Preferred Outlets are an excellent business opportunity for Budding Entrepreneurs.
CMMF to provide remunerative returns to the farmers and also serve the interest of consumers by providing quality products which are go
ream, cream, shrikhand, paneer, gulab jamuns, basundi, Nutramul brand and others. In January 2006,
Asian countries and Africa
of brand equity,
keting and proper distribution channel which results in delivery on time.
depth of the Amul products, margin associated with Amul products, business structure of Amul.
ality products which are good value for money. Today ice creams are equally popular among children and grown-ups.
wledge. Specific on market share, segmentation, size and growth in the US and global markets are also helps industry to expand its market w
ed 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 bi
ustry to expand its market worldwide even small union also.
rld. It is also the world's biggest vegetarian cheese brand.