PROJECT REPORT

ON
STUDY ON AMUL BAKERY RANGE AWARENESS AND STRATEGIES TO
IMPROVE BAKERY PRODUCT PENETRATION IN RETAILERS.

BY
M KUSHAL REDDY
21BSPHH01C0614
AMUL HYDERABAD GCMMF
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 A REPORT
ON

STUDY ON AMUL BAKERY RANGE AWARENESS AND STRATEGIES TO

IMPROVE BAKERY PRODUCT PENETRATION IN RETAILERS.

BY
M KUSHAL REDDY
21BSPHH01C0614
AMUL HYDERABAD GCMMF

A REPORT SUBMITTED IN PARTIAL FULFILLMENT OF THE

REQUIREMENTS OF THE MBA PROGRAM OF IBS,
HYDERABAD.

SUBMITTED TO:
COMPANY GUIDE: Mr. RUBHAVAN MOIDA
FACULTY GUIDE: DR. JSK CHAKRAVARTHI
DATE OF SUBMISSION: 11th MAY, 2022
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 AUTHORISATION

This is to certify that the report on "STUDY ON AMUL BAKERY

RANGE AWARENESS AND STRATEGIES TO IMPROVE
BAKERY PRODUCT PENETRATION IN RETAILERS" is an
original work carried out by M KUSHAL REDDY under the guidance
of Mr. RUBHAVAN MOIDA, SENIOR EXECUTIVE - SALES,
AMUL –HYDERABAD GCMMF.

The report is submitted in partial fulfillment of the MBA Program

(2021-23) requirement of IBS Hyderabad.

FACULTY GUIDE:
COMPANY GUIDE:
DR. JSK
MR. RUBHAVAN MOIDA
CHAKRAVARTHI
(SENIOR EXECUTIVE,
(PROFESSOR,
AMUL HYDERABAD, GCMMF)
IBS HYDERABAD)

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 ACKNOWLEDGMENT
I want to express my gratitude to AMUL GCMMF for allowing me to be
a part of their esteemed organization and enhance my knowledge by
granting permission to do a summer training project under their guidance.
My heartfelt thanks to Mr. Rubhavan Moida, Senior Executive-Sales,
AMUL-Hyderabad GCMMF, and Mr. G Rayappa Reddy, Branch
Manager-Hyderabad GCMMF, for their constant fervent inspiration
and valuable recommendations, without which this project would not
have been effectively completed.
I am highly obliged to them to provide me with a platform where I have
gathered sufficient knowledge that will be useful throughout my life.
Beneath their guidance, I could complete the project being undertaken
successfully in time. Moreover, their careful efforts and precious
suggestions have assisted me in streamlining the difficulty involved
during the internship.
I am also thankful to my faculty mentor, Dr. JSK Chakravarthi,
Professor, IBS Hyderabad, for his continuous support, mentoring, and
feedback.

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 EXECUTIVE SUMMARY
STUDENT INFORMATION
NAME: M Kushal Reddy
BATCH: 2021-23
ENROLLMENT NO: 21BSPHH01C0614

ORGANISATION DESCRIPTION
COMPANY NAME: GCMMF Ltd, Amul, Hyderabad Office
INDUSTRY TYPE: FMCG
CONCEPT: Marketing and operations
ADDRESS: CHV6+56W, Rd Number 7, Industrial Development Area, Nacharam, Secunderabad,
Telangana 500076

OBJECTIVE
1) Study the Consumer and Retailer behavior towards the Bakery Products.
2) Identify the brand awareness, problems, and associations with Amul bakery products.
3) Analyze the retailer's area of grievances, level of satisfaction, or any issues regarding Amul
bakery products.
4) Interpret and analyze the findings from the data collected.
5) Provide suitable suggestions and recommendations for increasing the penetration of bakery
products in Retailers.
6) Understanding the Distribution channel of the Amul bakery range, finding the gaps in
quality, supply and distribution to improve its operation and supply chain management.

METHODOLOGY USED
1) The behavior of the customers and the retailers were measured through primary techniques
like observation, interactions, surveys, and questionnaire.
2) The surveys and questionnaire were made in word doc, and the data were collected
primarily through the filling of questionnaire sheets by the consumers and the retailers.
3) Secondary sources were used from the internet and the office for information on the
company's products.

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FINDINGS AND ANALYSIS

1. The most preferred biscuit brands are Britannia, Parle, and Sunfeast. All these three brands
have a robust advertising campaign, and only people who visit APO are aware of Amul
2. Taste is the most crucial purchase factor for the end consumer.
3. Rusk is not part of the diet of consumers as other bakery products are.
4. The most preferred rusk brands are Britannia and Parle, market leaders based on the survey.
5. Consumers are open to flavored rusks and are receptive to the Milk, Elaichi, and Jeera flavors
that Amul produces.
6. Not all retailers are aware of Amul's bakery products, only older retailers keep Amul's bakery
products, and most of them are not keeping them due to no supply problems and lack of
awareness. The retailers who are keeping the bakery products rusk is more commonly seen in
their stores when compared to cookies.
7. Most consumers visiting the store are not asking about Amul bakery products because of a
lack of awareness and no intention to switch from the bakery brands they have been using for
a long time.
8. Most retailers are happy and satisfied with the pricing of the bakery products and the margin,
but some retailers feel that the price can be rounded off to ₹. 12 to ₹. 15 to increase the profit
margin a bit and deal with loose change issues.
9. The supply problem of the Amul bakery products is the main issue among the retailers
who are keeping Amul bakery products, due to which most of them are not happy and are
unsatisfied with the bakery product segment of the Amul.
10. Retailers believe that brand name and the company's goodwill can influence and make
consumers purchase Amul's bakery products. Therefore, retailers are willing to keep Amul's
bakery products in their stores and recommend that consumers buy Amul's bakery products
provided a steady supply of Amul bakery products.

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RECCOMENDATION AND CONCLUSION

1. Amul cookies use 25% butter compared to other brands whose cookies only have a butter
content of 0.3-0.4%, which can be advertised heavily by mentioning this fact on top of the
pack.
2. Cream cookies and salted cookies are a big hit among consumers of bakery products.
Therefore, Amul can introduce these under its product catalog to capitalize on this situation
which attracts children and elders.
3. Amul can use a sale promotion technique: Buy one get one free. This can be to increase the
sale of the Amul bakery products. Consumers coming to purchase milk in the morning and
evening can be targeted for this.
4. Amul can do Out-of-home advertising (OOH), also known as outdoor advertising, and reach
consumers outside their homes
5. Amul must convince retailers to keep the Amul bakery products at the retail store and make
them visible to the consumers since most consumers are getting aware of the products
through retail visibility. In addition, Amul can provide some rebates or benefits to the
retailers.
6. Retailers' margin on bakery products can be increased a bit since Amul bakery products are
still not very demanded in the market, and they can increase the margin up to the level of
margin of other brands to promote the new bakery products in the market mainly.
7. The supply problem must be reviewed once by Amul to ensure that almost all the retailers
keep bakery products.
8. The availability of Amul bakery products is currently restricted to only APOs among retail
outlets and E-commerce sites where Britannia, Parle, and Sunfeast dominate the search
results. The products need to be made available in supermarket chains as well to increase the
penetration of the products further.
9. Many APOs function only as an ice cream parlor, and there is no presence of many other
Amul products, including the bakery range. However, these products can be pushed among
those APOs because there is an on/off-season for ice creams, whereas these products can be
sold year long, generating a steady income.
10. New retailers operating APOs need to be aware of all Amul products and the benefits of
promoting them in their stores.
11. All varieties need to be available, ensuring the demand doesn't fall.

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 TABLE OF CONTENT

PAGE
S.NO DESCRIPTION NUMBER
AUTHORISATION 3
ACKNOWLEDGEMENT 4
EXECUTIVE SUMMARY 5-7

1 INTRODUCTION 11
1.1 ABOUT THE COMPANY 11
1.2 ABOUT GCMMF 11-12
1.3 ABOUT THE PRODUCTS 13-20
1.4 DISTRIBUTION OF BAKERY PRODUCTS 21-24

2 AMUL BAKERY RANGE 25

2.1 ABOUT THE PRODUCT 25-28
2.2 SUPPLY AND DIDTRIBUTION OF AMUL BAKERY RANGE 28-29
2.3 MARKET DEMOGRAPHICS 29
2.4 PRODUCT OFFERINGS 29
2.5 SEGMENTATION, TARGETING AND POSITIONING OF AMUL 30
BAKERY RANGE
2.6 MARKETING MIX OF AMUL BAKERY PRODUCTS (4Ps) 30-31

3 STUDY OF CONSUMER BEHAVIOUR TOWARDS BAKERY PRODUCTS 32

3.1 INTRODUCTION 32
3.2 OBJECTIVE OF STUDY 32
3.3 LIMITATIONS OF STUDY 32
3.4 METHODOLOGY AND SOURCE OF DATA 32
3.5 DATA INTERPRETATION 33-41
3.6 FINDINGS AND ANALYSIS 42
3.7 RECOMMENDATIONS AND CONCLUSION 42

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4 STUDY OF RETAILER BEHAVIOUR TOWARDS BAKERY PRODUCTS 43
4.1 INTRODUCTION 43
4.2 OBJECTIVE OF THE STUDY 43
4.3 LIMITATIONS OF THE STUDY 44
4.4 METHODOLOGY AND SOURCE OF DATA 44
4.5 DATA INTERPRETATION 45-51
4.6 FINDINGS AND ANALYSIS 51
4.7 RECOMMENDATIONS AND CONCLUSION 52

5 SWOT ANALYSIS 53-54

6 ISSUES AND CHALLENGES FACED BY RETAILERS 55-56

7 SUGGESTIONS AND SOLUTIONS 56

8 ATTACHMENTS 57
8.1 CONSUMER QUESTIONNAIRE 57-60
8.2 RETAILER QUESTIONNAIRE 60-63

9 LEARNING AND VALUE ADDITION TO THE COMPANY 64

10 REFERENCES 65-66

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 LIST OF ILLUSTRATIONS
S. NO FIGURE CONTENT PAGE NUMBER
1 AMUL WET RANGE 13
2 SHRIKHAND, DAHI, AND CHOCOLATE 14
3 PANEER AND DRY RANGE 15
4 DRY RANGE 16
5 FLAVOURED MILK, LASSI AND MASTI BUTTERMILK 17
6 MITHAI MATE, AMUL PRO, BASUNDI AND SWEETS 18
7 SHAKTHI AND VISHESH PRODUCTS 19
8 PRAKASH PRODUCTS 20
9 DISTRIBUTION PATTERN 21
10 MILK EXTRACTION 22
11 TRUCKS USED FOR TRANSPORTATION FROM THE VILLAGE 22
12 DISTRIBUTORS VAN 23
13 CHANNEL DISTRIBUTION 23
14 AMUL BUTTER COOKIES 25
15 AMUL BUTTER NANKHATAI 26
16 AMUL BUTTER AND CHOCOLATE COOKIES (200g) 27
17 AMUL SUPER PREMIUM PACK 27
18 AMUL RUSK PRODUCTS 28
19 DISTRIBUTION PATTERN FOR AMUL BAKERY RANGE 28
20 AMUL WHEAT RUSK 55
21 STORE MAKESHIFT RACK 55
22 PRODUCT PLACEMENT 56

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1. INTRODUCTION
1.1 ABOUT THE COMPANY
AMUL is an Indian dairy cooperative society based at Anand in the Indian state of Gujarat. It
was formed in 1946, and it is a cooperative brand managed by a cooperative body, the Gujarat
Co-operative Milk Marketing Federation Ltd. (GCMMF).

Amul cooperative was registered on 19th December 1946 as a response to the exploitation of
marginal milk producers by traders and agents in small cities. The prices of milk were arbitrarily
determined at the time. The government had given Polson an effective monopoly in milk
collection from Kaira and its subsequent supply to Mumbai.

In 1946, the milk farmers of the area went on a strike which led to the setting up of the
cooperative to collect and process milk. Milk collection was decentralized, as most
producers were marginal farmers who could deliver, at most, 1–2 liters of milk per day. So
cooperatives were formed for each village, too. By June 1948, the KDCMPUL had started
pasteurizing milk for the 'Bombay Milk Scheme.' On 31st October 1964, the then Prime
Minister Lal Bahadur Shastri visited Anand to inaugurate Amul's cattle feed factory. He spent a
night in the village and spoke to farmers about their cooperative, and after returning to Delhi, he
set in motion the creation of an organization, the National Dairy Development Board (NDDB), to
replicate the Kaira cooperative in other parts of India.

The cooperative was further developed and managed by Dr. Verghese Kurien with H. M. Dalaya.
Dalaya's innovation of making skim milk powder from buffalo milk was a technological
breakthrough that revolutionized India's organized dairy industry.
In 1970, it spearheaded the "White Revolution of India." To combine forces and expand the
market while saving on advertising and avoid competing against each other, the Gujarat Co-
operative Milk Marketing Federation Ltd., an apex marketing body of these district cooperatives,
was set up in 1973. The Kaira Union, which had the brand name Amul with it since 1955,
transferred it to GCMMF. Today Amul employs around 3.6 million people all over India, and it's
headquartered in Anand, Gujarat. The turnover of the company is Rs. 38,550 Crores.

1.2 ABOUT GCMMF

Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF) is India's largest food product
marketing organization, with an annual turnover of 4.8 billion. Its daily milk procurement
consists of approximately twenty-three million liters from 18,700 village milk cooperative
societies, 18 member unions covering 33 districts, and 3.6 million milk producer members.

GCMMF is the marketing arm of the network and manages the physical delivery and distribution
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of milk and dairy products from all the Unions to customers. GCMMF is also responsible for all
market development and customer management decisions.

It is the apex organization of the Dairy Cooperatives of Gujarat, popularly known as AMUL.
AMUL aims to provide remunerative returns to the farmers and serve consumers' interests by
providing quality products that are good value for money. Its success has been emulated in India
and serves as a model for the rest of the World. It is a premier marketing organization of
Amul and Sagar branded products.

It operates through 76 Sales offices and has a dealer network of 10000 dealers and 10 lakh
retailers, one of the largest such networks in India. Its product range comprises milk, milk
powder, health beverages, ghee, butter, cheese, Pizza cheese, Ice-cream, Paneer, chocolates,
traditional Indian sweets, etc.

GCMMF is India's largest exporter of Dairy Products. Many products are available in the USA,
Gulf Countries, Singapore, The Philippines, Japan, China, and Australia. GCMMF has also
received the APEDA Award from the Government of India for Excellence in Dairy Products.

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1.3 ABOUT THE PRODUCTS

Amul mainly deals in dairy products. The ranges of products from Amul are:

FIG 1: AMUL WET RANGE

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FIG 2: SHRIKHAND, DAHI, AND CHOCOLATE

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FIG 3: PANEER AND DRY RANGE

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FIG 4: DRY RANGE

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FIG 5: FLAVOURED MILK, LASSI, AND MASTI BUTTERMILK

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FIG 6: MITHAI MATE, AMUL PRO, BASUNDI AND SWEETS

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The products are divided into three categories called Shakthi, Vishesh, and Prakash to serve
various channels and sub-channelS during distribution.

FIG 7: SHAKTHI AND VISHESH PRODUCTS

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FIG 8: PRAKASH PRODUCTS

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1.4 DISTRIBUTION OF THE BAKERY PRODUCTS

FARMERS AND
VILLAGE
CORPORATIVE

MOGAR PLANT

DISTRIBUTOR

RETAILERS

CONSUMERS

FIG 9: DISTRIBUTION PATTERN

STEP 1: FARMERS AND VILLAGE CORPORATIONS

 The milk producer/ farmer in the village extracts raw milk from cows, goats, and buffalo.
 The village corporative then collects the milk from the milk producers and links the milk
producer and the GCMMF, thus supplying milk to the federation.
 The milk is collected through the container of the trucks from the village corporative.
 After the collection, the raw milk is brought to a dairy plant by the trucks, and the trucks are
then attached to a tanker which pulls out the milk for the further production of various milk
and dairy products.

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 FIG 10: MILK EXTRACTION FIG 11: TRUCKS USED FOR TRANSPORTATION
OF MILK FROM VILLAGE

STEP 2: MOGAR PLANT

 The Dairy products like milk, ghee, paneer, and curd are manufactured at a dairy plant.
 Daily production takes place based on the requirement and demand of the product in the
market to avoid the bullwhip effect.
 Once the manufacturing process is completed, the dairy products are placed in the crates. The
distributors then collect these crates to distribute these dairy products in the market further.
 Butter is a key ingredient used in making bakery products sourced from the nearby Amul
Dairy Plant.

STEP 3: DISTRIBUTOR

 ADA (Area Delivery Agents) are assigned to the task of timely delivery of the products to
the retailers who are mere facilitators in the network.
 These agents pay the federation the distributor's price margin at first through bank
transactions before collecting the dairy products for further distribution in the market. The
distribution takes place two times, early morning and evening.
 The whole distribution process happens from 3 – 4 am since the retail shops start opening
from 5:30-6 am. During the evening, the products are delivered by 5 pm.

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 FIG 12: DISTRIBUTOR'S VAN

FIG 13: CHANNEL DISTRIBUTION

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STEP 4: RETAILERS AND END CONSUMER

 Retailers place orders to the distributor according to the needs and demands through phone
calls and an app. The last order to be accepted is till 3 am and 3 pm during the evening.
 The retailers pay the retail price to the distributors before or after the goods are delivered.
 The retailer makes a bulk purchase of Amul products from the distributor and sells them
in small quantities.
 The retailers always aim to cater to the requirements of all kinds of customers with varied
buying capacities.
 The dairy products are sold to the final consumer at the market price.
 The consumer reaches the retail stores in their respective area to buy the required product.
There are many retail stores located in different regions.
 Every retail store has specific loyal consumers, and to increase more consumer base, retailers
keep and sell the most demanded and needed products in their stores.
 Many different Amul products are being sold to the consumers daily, due to which Amul
must maintain a continuous and regular supply of their products in the market.

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2. AMUL BAKERY RANGE
2.1 ABOUT THE PRODUCT
Amul has butter cookies, whole wheat cookies, cheese cookies, high protein cookies,
butter bakery, butter pav, butter pizza base, and rusk under its Bakery range. Amul
bakery range offerings in Hyderabad are limited to Butter Cookies and rusk, and they are the
following:

Butter Cookies Variants

FIG 14: AMUL BUTTER COOKIES

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FIG 15: AMUL BUTTER NANKHATAI

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 FIG 16: AMUL BUTTER AND CHOCOLATE COOKIES (200g)
FIG 17: AMUL SUPER PREMIUM PACK

Rusk Variants

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 FIG 18: AMUL RUSK PRODUCTS

2.2 SUPPLY AND DISTRIBUTION OF AMUL BAKERY RANGE

MOGAR FACTORY,
ANAND, GUJARAT
SURAT

GCMMF HYDERBAD
SALES OFFICE

DISTRIBUTOR

RETAILER

FIG 19: DISTRIBUTION

PATTERN FOR AMUL
CONSUMER BAKERY RANGE

1) The bakery products of Amul are manufactured at the Mogar factory, which is located in
Anand, Gujarat.
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2) GCMMF Hyderabad office pays the Mogar factory in advance through the bank transaction
and places the order for the bakery products.
3) The distributor then pays the GSMMF Hyderabad office in advance through bank
transactions and collects the crates of the bakery products from the site to distribute them to
the retailers in their respective areas.
4) The retailer places an order to the distributor through phone calls or an app. The last order is
accepted till 3 am. The bakery products are delivered to the retailers by 4-5 am in crates .
Payment is made during pre- or post-delivery of the bakery products by the retailer to the distributor.
5) The products are sold to the consumers in the retail stores at the market price rate.

2.3 MARKET DEMOGRAPHICS

 There is an almost equal ratio of male and female consumers in Hyderabad.

 Hyderabad city's literacy rate is 82.96% (Male 85.96% and female 79.79%), higher than the
national average of 74.04%
 Hyderabad's Population in 2022 is 10.4 Million (1.04 Crore).
 It is estimated that 30 to 35% of migrants coming from different parts of India made this city
their home due to work in the Industrial, IT, and Pharma sectors.
 According to Census 2011, in the age group of 0-4 years, 304,736 are Male, and 280,284 are
Females. Between 5 and 9 years, 315,995 are Male, 293,816 are female, between 20 to 30
years, 704,349 are male, and 760,827 are females.
 People in this district are health conscious and follow a healthy and disciplined lifestyle.
They are also very well-educated consumers aware of consumer rights and protection.

2.4 PRODUCT OFFERINGS

 Butter Cookies with real butter. Contain Amul Butter, Pure ingredients, Zero vegetable
fat/palm oil, and is Made in extreme hygiene condition of Amul Standards.
 Amul Rusk is available in Milk, Jeera, and Elaichi variants. They are delicious to dip and eat
with Tea/Coffee.
 Taste lives up to the brand name.
 Compared to other players in the market whose cookies have a butter content of 0.3-0.4%,
Amul cookies have 25% butter content with no vegetable oil.

2.5 SEGMENTATION, TARGETING, AND POSITIONING OF

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AMUL BAKERY RANGE

SEGMENTING: The segmentation for the Amul bakery range is almost everyone who loves to
consume Amul products irrespective of age and other demographic natures. Therefore, the
company does not differentiate among its customers.

TARGETING: The homemaker and the women of the middle-class family are the primary
targets for Amul's bakery range since they visit the market the most. Another target after
homemakers is the retired people and senior citizens visiting the market, followed by children.

POSITIONING: AMUL has positioned its bakery products as fresh and of good quality.

2.6 MARKETING MIX OF AMUL BAKERY PRODUCTS (4P's)

The 4 P's or the marketing mix of Amul bakery products are:

PRODUCTS:
S.NO PRODUCT SIZE
1 Butter Cookies 32g
2 Butter Cookies (Coconut) 50g
3 Butter Cookies (Nuts & Raisin) 50g
4 Butter Cookies (Cashew) 50g
5 Butter Cookies (Oats & Honey) 50g
6 Butter Cookies (Jeera) 50g
7 Chocolate Cookies 50g
8 Butter Nankhatai (Cashew) 50g
9 Butter Nankhatai (Almond) 50g
10 Butter Nankhatai (Elaichi) 50g
11 Butter Nankhatai (Cashew) 200g
12 Butter Nankhatai (Almond) 200g
13 Butter Nankhatai (Elaichi) 200g
14 Butter Cookies 200g
15 Chocolate Cookies 200g
16 Butter Cookies (Super Premium) 400g
17 Milk Rusk 200g
18 Jeera Rusk 200g
19 Elaichi Rusk 200g

PRICE:

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 S.NO PRODUCT SIZE MRP
1 Butter Cookies 32g ₹.11
2 Butter Cookies (Coconut) 50g ₹.20
3 Butter Cookies (Nuts & Raisin) 50g ₹.20
4 Butter Cookies (Cashew) 50g ₹.20
5 Butter Cookies (Oats & Honey) 50g ₹.20
6 Butter Cookies (Jeera) 50g ₹.20
7 Chocolate Cookies 50g ₹.20
8 Butter Nankhatai (Cashew) 50g ₹.20
9 Butter Nankhatai (Almond) 50g ₹.20
10 Butter Nankhatai (Elaichi) 50g ₹.20
11 Butter Nankhatai (Cashew) 200g ₹.80
12 Butter Nankhatai (Almond) 200g ₹.80
13 Butter Nankhatai (Elaichi) 200g ₹.80
14 Butter Cookies 200g ₹.80
15 Chocolate Cookies 200g ₹.80
16 Butter Cookies (Super Premium) 400g ₹.160
17 Milk Rusk 200g ₹.30
18 Jeera Rusk 200g ₹.35
19 Elaichi Rusk 200g ₹.35

PLACE:
1) Amul Preferred Outlets
2) E-Commerce Sites

PROMOTION:

1) Word of mouth
2) Retail visibility
3) Digital Poster and YouTube Ads

3. STUDY OF CONSUMER BEHAVIOUR TOWARDS BAKERY

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 PRODUCTS

3.1 INTRODUCTION

Consumer behavior is the study of how individual customers, groups, or organizations select,
buy, use, and dispose of ideas, goods, and services to satisfy their needs and wants. It refers to
the actions of the consumers in the marketplace and the underlying motives for those actions.
Studying consumer behavior reflects what causes the consumers to buy particular goods and
services, and all the data points help determine which products are needed in the marketplace,
which are obsolete, and how best to present the goods to consumers.

The study of consumer behavior assumes that the consumers are actors in the marketplace. The
role theory perspective assumes that consumers play various roles in the marketplace.
Consumers play these roles in the decision process, from the information provider to the user to
the payer and the disposer.

3.2 OBJECTIVE OF THE STUDY

1. Study the consumer behavior towards the Bakery Products.

2. Identify the brand awareness, problems, and associations with said bakery products.
3. Interpret and analyze the findings from the data collected
4. Provide suitable suggestions and recommendations for the betterment of the business in
the future.

3.3 LIMITATIONS OF THE STUDY

1. Online responses (187) have surpassed offline responses (55), resulting in similar responses in
some cases from the people related to the same demographics.

3.4 METHODOLOGY AND SOURCE OF DATA

1. The study is based on both primary and secondary data.

2. The study mainly consists of primary data.
3. The primary data required for this study has been collected from the consumers through
online and offline modes.
4. The study was conducted in early April.
5. The data was collected through a well-structured questionnaire, where the consumers
interacted and shared their responses.

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 3.5 DATA INTERPRETATION

People aged 18-28, 28-40, 40-50, and 50 or above comprise 76.8%, 14.9%, 7.1%, and 1.2% of the
survey's gathered responses.

There is an almost equal level of participation from Males and Females in this survey with only a
minute difference. However, 2.9%, i.e., seven people, have preferred not to disclose their gender.

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The majority of the respondents are unemployed, which 117 out of the total responses received.
The majority of the remaining respondents are part of the private sector, followed by self-
employment, govt sector, and retired ones.

The Household Yearly Income of the respondents is as follows.

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Maximum no: respondents are from Hyderabad (GHMC), the target area for the project to
observe trends in consumer behavior, followed by Telangana/A.P., the Rest of India, and South
India (Kerala, TN, and K.A.)

Most of the respondents like to eat Britannia cookies, followed by Parle and Sunfeast, which
have a significant share. However, most respondents were unaware of Amul cookies or did not
prefer them.

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The majority of the respondents consume cookies as part of their refreshments in the morning or
evening, accompanied by tea/coffee. Other considerable responses indicate they prefer eating
cookies as part of their snacks, when they want to pass the time, and when they are hungry.

Respondents eat cookies more than thrice a week, leading to a slight difference compared with
having them twice a week. The remaining respondents appear to be split between eating the
cookies thrice a week.

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The majority of the respondents, i.e., 64.2% (156), have disclosed that all their family members
consume
cookies.

Respondents who look at the nutritional facts before purchase are 34.2%, followed by people
who sometimes prefer looking at the nutritional facts. 29.6% of respondents never look at the
facts, and 2.9%, i.e., 7 people, disclosed that they look at the facts after purchasing.

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The majority of the respondents never look for nutritional facts on the package, whereas
individually, they tend to look for total calories followed by proteins, vitamins, and other
nutrients.

Choco Cookies are the most preferred cookies, with 40.8% of respondents. The other three
cookies, i.e., Salted Cookies, Butter Cookies, and Cream cookies, lag way behind Choco cookies
In the respective order.

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As can be inferred from the data, the majority prefer taste over any other factor such as brand,
price, and packaging while buying a pack of cookies, which indicates that new players can always
emerge in this segment, provided they manufacture superior quality cookies. Interestingly, price
is not a factor for the respondents while making the purchase; this might be due to the multiple
pack sizes they can purchase them in.

Only a little more than half of the respondents consume rusk as part of their diet. Furthermore,
data indicate that as people get older, they stop consuming rusk as part of their diet. Therefore,
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younger customers are the target for rusk products.

Respondents, as indicated above, prefer having rusk once a week followed by having them twice,
thrice, and more than thrice. 48.1%, i.e., 116 people, have opted out of this question.

The majority of the respondents say Britannia is their primary choice, followed by Parle and
Amul. However, 34%, i.e., 81 people, have opted out of this question.
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33.5% of the respondents don't prefer flavored rusk, followed by 22.3% prefer flavored rusk, and
16.1% are open to trying, which can swing in more consumers when given a chance. However,
28.1%, i.e., 68, have opted out of this question.

Elaichi is the most preferred flavor, with 29.9% of respondents aligning towards it, followed by
Milk flavor is the choice of 19.5% of respondents, and Jeera flavor, with 5% choosing it. 14.9% of
41 | P a g e
the respondents prefer no flavor, and 30.7% have opted out of this question.

3.6 FINDINGS AND ANALYSIS

1. The most preferred biscuit brands are Britannia, Parle, and Sunfeast. All these three brands
have a robust advertising campaign, and only people who visit APO are aware of Amul
cookies.
2. Taste is the most crucial purchase factor for the end consumer.
3. Rusk is not part of the diet of consumers as other bakery products are.
4. Based on the survey results, the most preferred rusk brands are Britannia and Parle, market
leaders.
5. Consumers are open to flavored rusks and are receptive to the Milk, Elaichi, and Jeera flavors
that Amul produces.

3.7 RECOMMENDATIONS AND CONCLUSION

1. Amul cookies use 25% butter compared to other brands whose cookies only have a butter
content of 0.3-0.4%, which can be advertised heavily by mentioning this fact on top of the
pack.
2. Cream cookies and salted cookies are a big hit among consumers of bakery products.
Therefore, Amul can introduce these under its product catalog to capitalize on this situation
which attracts
children and elders.
3. Lack of awareness of Amul bakery range amongst the consumers still exists, which needs to
be countered by ensuring the products are available on the shelf.
4. Amul can use a sale promotion technique: Buy one get one free. This can be to increase the
sale of the Amul bakery products. Consumers coming to purchase milk in the morning and
evening can be targeted for this.
5. Amul can do Out-of-home advertising (OOH), also known as outdoor advertising, and reach
consumers outside their homes

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4. STUDY OF RETAILER BEHAVIOUR TOWARDS BAKERY
PRODUCTS

4.1 INTRODUCTION

Retail is the process of selling consumer goods or services to customers through multiple
distribution channels to earn a profit. Retail businesses sell items or services to customers for
consumption, use, or pleasure. Examples are Kirana stores, conveyance shops, departmental
stores etc. The retail industry covers an enormous range of consumer needs.

Most modern retailers typically make various strategic level decisions, including the type of
store, the market to be served, the optimal product assortment, customer service, supporting
services, and the store's overall market positioning. Once the strategic retail plan is in place,
retailers devise the retail mix, including product, price, place, promotion, personnel, and
presentation.

Retailing support services may also include the provision of credit, delivery services, advisory
services, and a range of other supporting services. Retail shops occur in various types and
contexts, from strip shopping centers in residential streets to large, indoor shopping malls.
A retailer is a person or business that sells goods to the public in relatively small quantities for
use or consumption rather than for resale.
In Hyderabad, many retailers in different areas sell groceries and home needs items to the
consumer. They receive the goods from the respective distributors of their areas. The retailer
provides many products of Amul and other brands. These retailers usually start their business at
the dawn of the morning, around 6 am, and end it during the night time around 10-11 pm. Some
retail stores are on a big scale, some are medium-sized, and a few are small-scaled.

The study includes retailers' behavior towards the Amul bakery range. APOs are the only retailer
stores in Hyderabad which have the supply of bakery products; therefore, the study is restricted
only to Amul Preferred Outlets. The study highlights interpretation and analyzes the retailer's
area of grievances, satisfaction level, or issues regarding Amul bakery products.

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4.2 OBJECTIVE OF THE STUDY

1. Study the retailer's behavior towards the Amul bakery products.

2. Analyze the retailer's area of grievances, level of satisfaction, or any issues regarding
Amul bakery products.
3. Interpret and analyze the findings from the data collected
4. Provide suitable suggestions and recommendations for the betterment of the business in
the future.

4.3 LIMITATIONS OF THE STUDY

1) Limited retailers were selected for the study due to supply constraints regarding bakery
products.
2) The sample size is only 10 respondents.
3) The data by the retailers provided may not be 100% accurate.

4.4 METHODOLOGY AND SOURCE OF DATA

1. The study is based on both primary and secondary data.

2. The study mainly consists of primary data.
3. The primary data required for this study has been collected from the retailers in
Hyderabad.
4. The study was conducted in early-mid April.
5. The data was collected through a well-structured questionnaire in which the retailers
interacted and shared their responses.
6. Retail stores in areas like Alwal, Temple Alwal, Alwal Hills, Lothkunta, West
Venkatapuram, Trimulgerry, Diamond Point, Kharakhana, West Maredpally, Jeedimetla,
Dilsuknagar, and Malakpet h a v e been visited for collection of the data.
7. The study is also based on secondary data.
8. The secondary data required for this study has been collected from various books,
journals, and magazines related to Amul and its products.

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.

4.5 DATA INTERPRETATION

A revenue of ten retailers earns ₹. 45,000-60,000, eight retailers have monthly revenue of ₹.
60,000 or above, and two retailers earn revenue between ₹. 30,000-45,000.

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The Amul brand perception is very good among ten retailers, good among 6 retailers, and the
average among four retailers. In addition, the perception of very good was noticed among retailers
who have been running APOs for more extended periods.

Due to supply problem issues, not all cookies were available in all APOs, while older APOs had
more no: of a variety of cookies compared to younger APOs. However, at least one or two rusk
products were available in all stores.

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Butter Cookies, Chocolate Cookies, Coconut Cookies, and Rusk products were the most
demanding Amul bakery products in the surveyed APOs.

Twelve retailers were aware of the Amul bakery range, and these were APOs that have been
operating for a while. On the other hand, newer APOs were not made aware of the bakery range,
and only a few had showcased a couple of rusk products on their shelf to sample their demand and
sale.

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Twelve retailers who regularly took bakery range products revealed that customers who come to
their store also purchase cookies and are open to trying them out because of brand value. In
comparison, the eight retailer shops where there was no presence of bakery range products from
the get-go didn't notice any demand from customers.

These are sales trends among retailers when there is a steady supply of bakery products from the
distributor's side. However, sales also fluctuate due to the same reason about the availability of
said products.

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Fourteen retailers were happy with the pricing of the products, while four retailers were not and
insisted on rounding off the MRP for small rusk packets.

The majority of the retailers are happy with the margin provided, while a small fraction feel there's
a chance for improvement.

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The majority of the retailer stated the supply problem as the core challenge they faced, which also
doesn't help make customers aware and sell the products.

Every retailer operating APO is welcoming towards keeping bakery products at their store.

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Most retailers unanimously agree that brand name is the key purchasing factor, followed by taste,
quality, and freshness.

All retailers are open to recommending Amul bakery products to the customers who visit their
APO.

4.6 FINDINGS AND ANALYSIS

1. All the retailers positively perceive the Amul products due to their goodwill and brand
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 value.
2. Not all retailers are aware of Amul's bakery products, only older retailers keep Amul's bakery
products, and most of them are not keeping them due to no supply problems and lack of
awareness. The retailers who are keeping the bakery products rusk is more commonly seen in
their stores when compared to cookies.
3. Most consumers visiting the store are not asking about Amul bakery products because of a
lack of awareness and no intention to switch from the bakery brands they have been using for
a long time.
4. Most retailers are happy and satisfied with the pricing of the bakery products and the margin,
but some retailers feel that the price can be rounded off to ₹. 12 to ₹. 15 to increase the
profit margin a bit and deal with loose change issues.
5. The supply problem of the Amul bakery products is the main issue among the retailers
who are keeping Amul bakery products, due to which most of them are not happy and are
unsatisfied with the bakery product segment of the Amul.
6. Retailers believe that brand name and the company's goodwill can influence and make
consumers purchase Amul's bakery products. Therefore, retailers are willing to keep Amul's
bakery products in their stores and recommend that consumers buy Amul's bakery products
provided a steady supply of Amul bakery products.

4.7 RECOMMENDATIONS AND CONCLUSION

1. Distributors' margin on bakery products can be increased a bit since Amul bakery products
are still not very demanded in the market, and they can increase the margin up to the level of
margin of other brands to promote the new bakery products in the market mainly. Therefore,
retailers can be convinced to have these products in their stores, guaranteeing a year-long
sale.
2. The supply problem must be reviewed once by Amul to ensure that almost all the retailers
keep bakery products.
3. The availability of Amul bakery products is currently restricted to only APOs among retail
outlets and E-commerce sites where Britannia, Parle, and Sunfeast dominate the search
results. The products need to be made available in supermarket chains as well to increase the
penetration of the products further.
4. Many APOs function only as an ice cream parlor, and there is no presence of many other
Amul products, including the bakery range. However, these products can be pushed among
those APOs because there is an on/off-season for ice creams, whereas these products can be
52 | P a g e
 sold year long, generating a steady income.
5. New retailers operating APOs need to be aware of all Amul products and the benefits of
promoting them in their stores.
6. All varieties need to be available, ensuring the demand doesn't fall.

5. SWOT ANALYSIS
SWOT analysis of Amul bakery products can be done as the followings:

STRENGTHS

1) They have goodwill and brand value of the company.

2) Compared to other brands, cookies aren't made with vegetable/palm oil but with 25% butter,
usually 0.3-0.4% in other brands.
3) Most of the customer has faith and immense affinity towards the Amul brand, which can be
used.
4) A strong network of retail outlets, stalls, and parlors making the bakery products available
and visible to the consumers.

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WEAKNESS

1) There is no replacement policy for the products after they expire.

2) There is still a lack of awareness of the bakery range product of Amul amongst the
consumers.
3) Some consumers are loyal to bakery products of other brands since they have been using that
particular brand for very long. These consumers are not ready to switch to Amul's bakery
products.
4) Irregular consumption of the consumers and supply problems from the distributor's end.

OPPORTUNITIES:

1) There is a chance of growth and challenging other brands if most consumers are well aware
of Amul's bakery and its uses and benefits so that consumers start demanding more Amul
bakery products.
2) Retailers play a vital role in the market since they directly come in contact with the
consumers. Therefore, the company should take the retailer's insights and ensure that every
retailer keeps and sells Amul bakery products. The more the products are available, the more
they'll be sold.
3) Extensive marketing and promotion campaigns can be effective, and the bakery products can
become a success, but it will take a long time. However, visibility posters and banners can
act as a point of sale in the future.
4) Brand value can also play an essential role since Amul has gained the people's trust in the
past through its fresh products like Milk, Butter, Ghee etc. Therefore, it can be implied that
the products can also gain trust and become successful within a period.

THREATS:

1) Existing market leadership of other brands might hinder growth.

2) If Amul does not bring any possible solution or alternative to the supply problem, it might
lose its place in the market in the long run as any retailer might not prefer to keep the Amul's
bakery product.
3) The threat of local brands sold at much cheaper rates still exists for Amul bakery products.

54 | P a g e
6. ISSUES AND CHALLENGES FACED BY RETAILERS

As part of my project, I visited retail stores that keep Amul products, took feedback from the
retailers regarding Amul bakery products distribution, supply, and quality issues, and discovered
the gaps. The followings insights have been gathered from the activity:

1. Loose packing is observed in rusk packets, and sometimes the packets arrive torn apart, as
shown below. The overall packaging is also not very firm which causes the rusk inside to
crumble when handled by potential customers multiple times.

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 FIG 20: AMUL WHEAT RUSK

2. There is no provision for a rack or stand to place bakery products, and more often, they end up
cramped somewhere with other products or are placed in alternate stands/ makeshift shelves.

FIG 21: STORE MAKESHIFT RACK

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3. Often bakery products delivered to retailers are very near to expiry date, which amounts to
pressure in selling those products and sometimes leads to wastage resulting in a loss.
4. It is observed that butter cookies are sometimes overbaked, resulting in a change of taste.

7. SUGGESTIONS AND SOLUTIONS

1. Though the packing design is beautiful, the crumbling of the rusk inside might cause an
aversion for the customer who wants to purchase it. Therefore, it is suggested that Amul
ensures that even firmer packing happens to resolve this issue.
2. The provision of a unique stand or rack with the brand logo helps the retailers to promote the
bakery products even further and will grab the attention of anyone who walks into the store. In
addition, this stand can also be used to promote the healthy ingredients used in their making,
which attracts customers who look for those benefits while purchasing.
3. Amul needs to ensure the supply problem is sorted due to manufacturing deficits. Some APOs
haven't received any cookies orders for four months and rusk orders for one month, and when
the order is received, they are very near to the expiry date.
4. Inconsistency in manufacturing deficits also leads to a change in the product's taste. As
analyzed in the customer survey, taste is the foremost factor consumers look for while making
a purchase, and over-baked cookies make it a hard sell for a new consumer to purchase again.

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8. ATTACHMENTS
8.1 CONSUMER QUESTIONNAIRE

1. Age Group
a) 18-28
b) 28-40
c) 40-50
d) 50 or above

2. Gender
a) Male
b) Female
c) Prefer not to disclose
d) Other:

3. Current Occupation
a) Private Sector
b) Government Sector
c) Self Employed
d) Retired
e) Not applicable

4. Household Yearly Income

a) 5LPA or less
b) 5 - 12LPA
c) 12 - 20LPA
d) Above 20LPA

5. Location
a) Hyderabad (GHMC)
b) Telangana/AP
c) South India (Kerala, TN and KA)
d) Rest of India

6. Which brand of biscuits do you like to eat?

a) Parle
b) Sunfeast
c) Britannia
d) Amul
e) Other:
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7. When do you prefer eating biscuits?
a) When hungry
b) Snacks
c) Timepass
d) Meals
e) Other:

8. How many times a week do you eat biscuits?

a) Once
b) Twice
c) Thrice
d) More than thrice
e) Other:

9. Which members of your family eat biscuits?

a) Elders
b) Adults
c) Children
d) Only you
e) All

10. When do you look for nutritional facts in biscuits?

a) Before Purchasing
b) After Purchasing
c) Sometimes
d) Never
e) Other:

11. What type of biscuits do you like?

a) Butter Cookies
b) Choco Biscuits
c) Cream Biscuits
d) Salted Biscuits
e) Other:

12. When buying a biscuit, what is important to you?

a) Packaging
b) Taste
c) Price
d) Brand
e) None of the above

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13. What nutritional facts do you look for while purchasing?
Check all that apply.

Check

Total Calories

Cholesterol

Fats - Saturated and Trans

Carbohydrates

Protein

Vitamins and Other Nutrients

All of the above

None of the above

14. Do you consume rusk as part of your meals?

a) Yes
b) No

15. How many times a week do you eat rusk?

a) Once
b) Twice
c) Thrice
d) More than thrice
e) Not Applicable

16. What brand of rusk do you purchase?

a) Britannia
b) Parle
c) Amul
d) Not Applicable
e) Other:

17. Do you prefer flavored rusk?

a) Yes
b) No

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c) Maybe
d) Not Applicable
e) Other:

18. Which flavors do you like more?

a) Unflavoured
b) Elaichi
c) Jeera
d) Milk
e) Other:

8.2 RETAILER QUESTIONNAIRE

1. Name:

2. Age:

3. Shop Name:

4. Area:

5. Monthly revenue:
a) 0-15,000
b) 15,000-30,000
c) 30,000- 45,000
d) 45,000- 60,000
e) 60,000 and above

6. Your perception of the Amul Brand:

a) Good
b) Very Good
c) Average
d) Not satisfactory
e) Poor

7. Which products of the Amul bakery range are in the store?

a) Butter Cookies - 32g
b) Butter Cookies (Coconut) – 50g
c) Butter Cookies (Nuts & Raisin) – 50g
d) Butter Cookies (Cashew) – 50g

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e) Butter Cookies (Oats & Honey)
f) Butter Cookies (Jeera) – 50g
g) Chocolate Cookies – 50g
h) Butter Nankhatai (Cashew) – 50g
i) Butter Nankhatai (Almond) – 50g
j) Butter Nankhatai (Elaichi) – 50g
k) Butter Nankhatai (Cashew) – 200g
l) Butter Nankhatai (Almond) – 200g
m) Butter Nankhatai (Elaichi) – 200g
n) Butter Cookies – 200g
o) Chocolate Cookies – 200g
p) Butter Cookies (Super Premium) – 400g
q) Milk Rusk
r) Jeera Rusk
s) Elaichi Rusk

8. Which is the most demanding bakery range product from the customer at your store?
a) Butter Cookies - 32g
b) Butter Cookies (Coconut) – 50g
c) Butter Cookies (Nuts & Raisin) – 50g
d) Butter Cookies (Cashew) – 50g
e) Butter Cookies (Oats & Honey)
f) Butter Cookies (Jeera) – 50g
g) Chocolate Cookies – 50g
h) Butter Nankhatai (Cashew) – 50g
i) Butter Nankhatai (Almond) – 50g
j) Butter Nankhatai (Elaichi) – 50g
k) Butter Nankhatai (Cashew) – 200g
l) Butter Nankhatai (Almond) – 200g
m) Butter Nankhatai (Elaichi) – 200g
n) Butter Cookies – 200g
o) Chocolate Cookies – 200g
p) Butter Cookies (Super Premium) – 400g
q) Milk Rusk
r) Jeera Rusk
s) Elaichi Rusk

9. Are you aware of Amul's bakery range of products?

a) Yes
b) No

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10. What are the other brand's biscuit/rusk products that you're keeping at your store?
…………………………………………………………………………………………………

11. Which brand's biscuit/rusk products do customers prefer the most?

………………………………………………………………………………

12. Are customers asking for Amul's bakery range products from their side?
a) Yes
b) No

13. How frequently Amul's bakery products are sold?

a) Daily
b) Three days a week
c) Weekends
d) None

14. How frequently are you ordering bakery products?

………………………………………………………………
………………………………………………………………

15. What are the issues you are facing regarding the supply of bakery products from the
distributor's end?
……………………………………………………………………………………………………......
…………………………………………………………………………………………..............................

16. Are you happy with the pricing of bakery products?

a) Yes
b) No

17. Are you satisfied with the profit margin?

a) Yes
b) No

18. What are the challenges you're facing while keeping Amul bakery products at your
retail store?
a) No replacement policy
b) Supply Problem
c) Less Demand
d) Unawareness of customers
e) Complaints from the customer
f) None
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19. Are you happy with keeping Amul bakery products at the store?
a) Yes
b) No

20. According to you, what will make consumers buy Amul's bakery products?
a) Brand Name
b) Quality
c) Packaging
d) Taste
e) Freshness
f) Longevity

21. Will you continue keeping Amul bakery products in the future?
a) Yes
b) No
c) Maybe

22. Will you recommend your consumers to purchase and consume Amul's bakery
products?
a) Yes
b) No

23. Any other issue/feedback

………………………………………………………………………………………
………………………………………………………………………………………
………………………………………………………………………………………

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9. LEARNING AND VALUE ADDITION TO THE COMPANY

1. Tried to understand the market, the types of consumers, demography, consumer's buying
behavior, perception, and thinking.
2. Learned about how an FMCG firm works in a particular market, from manufacturing the
products until the product reaches the consumer's end.
3. Lots of insights and knowledge about the market, bakery products, different areas and
localities, competitions etc., were gathered by interaction with the retailers, consumers, and
company employees.
4. Fieldwork involving competitor analysis and data collection of promotional activities gave a
full-time experience, and practical knowledge about the subject matter studied only in
classrooms and in textbooks.
5. The internship experience allowed me to showcase my skills and further gather new skills
and knowledge for the future like teamwork, communication skills, and time management.
6. GCMMF Ltd, Hyderabad, and Amul can use this report to make any company decision.

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