Amul

Presentation
on
Summer Training Project Report
“MARKET ANALYSIS OF AMUL MASTI DAHI”

Presented By
Ramji Keshari
PGDM 2009-11
Roll No. 109319
Amul Project Details

Name of the Company - AMUL

Title of the project - Market analysis of Amul Masti Dahi

Type of project - Survey based marketing project

Duration of Project - 8 weeks (14th May to 13th July)

Area under survey - East Delhi

Amul
Type - Dairy Cooperative

Founded in - 1946

Founded by - Mr. Varghese Kurien

Name Origin - Sanskrit word “Amoolya”

Headquarter - Anand, Gujarat, India

Revenue - Rs. 6711 crore (2009)

Employee - 2.8million(2009)

Website - www.amul.com
Major Products List
Bread spread
Curd
Pure Ghee
Milk Powders
Sweets
Ice creams
Chocolates
Sweetened Condensed Milk
Fresh Milk
Milk Drink
About Dahi
NUTRITIONAL INFORMATION OF “AMUL MASTI
DAHI”
Amount per 100 gm
Energy value - 79.00k cal
Fat - 4.50gms.
Proteins - 5.80gms.
Carbohydrates - 5.80gms
Calcium - 150.00 mg.

Total Market size of Curd

Per capita consumption of milk is 225ml per person per day. Out of this, 25% of
milk is converted into curd. So consumption of curd is 50 gm per person per
day. So for town with 100,000 population market potential for curd is 5 Metric
Ton per day.
Research Methodology
Objectives of Survey-
To analyze the consumer behaviour towards Amul Masti Dahi.
To study the consumption of Amul Masti Dahi Market Size .

DATA COLLECTION METHODS- Two types.

Primary data instruments

Secondary data instruments

Primary data
Collected by filling questionnaire from the owners of Restaurants, Hotels and
Canteens .

Secondary Data
Website, Company records, Distributors, Institute library, Previous Research
Sample Design
Sampling unit : Users of Dahi in East Delhi
Sampling size : 400
Sampling method : Non probability Sampling
Sampling technique : Convenience sampling.
Data Interpretation
Usage of Dahi-

INFERENCE-
The company has a very big market as most of the customers use Dahi. So
Company needs to focus on the strategies to present its product according to
the demand.
 Respondents avail DAHI from-

INFERENCE-
Since almost 50% consumes home made Dahi and it takes time (8-10 hrs) to
make Dahi . So company here can focus on making Dahi locally available so
that consumers can get it whenever demand arises.

And company should also try to find out why almost half of the people
home made dahi so that they could work on the feedbacks given by them.
 Those who buy from outside, they prefer-

INFERENCE-
Company should try to find out the inputs that consumers requires in branded and
non branded products, so that company try to add those benefits in its product.

What other benefits they can require in Dahi as majority of them uses it.
Brand preference(out of those 160)-

INFERENCE-
In order to retain its existing market share it should try to entertain their
queries so that they don’t switch to others.

To capture others’ market share the company should try to study others’
products so that it can make them switch

Others mainly include the local brand which do not focus on hygiene factors so
company should try to educate people about hygiene factor .
Respondents ready to purchase Amul Dahi @ Rs. 36 per kg-

INFERENCE-
Company should try to give effective and timely supply of dahi to these
ready customers with good after sales services like replacement .

The rest who are not ready to purchase on the given price, company should
try to find out that how much they want to spend for 1kg dahi.
 Hypothesis Testing
NULL HYPOTHESIS: “Amul is not the most preferred brand of Dahi in East Delhi
Region.”

ALTERNATE HYPOTHESIS:“Amul is the most preferred brand of Dahi in East Delhi

Region.”
BRAND ORIGNAL (O) EXPECTED (E) O-E (O-E) 2  (O-E) 2/E

Amul 46 40 6 36 0.9
Mother Dairy 60 40 20 400 10
Paras 25 40 -15 225 5.625
Any other 29 40 -11 121 3.025
160 160 Σ 19.55

χ2 = Σ {(O-E) 2/E}
χ2 = 19.55(CALCULATED)
χ2 = 7.815 (TABULATED)
Calculated chi sq is greater than tabulated Chi sq value. Hence, Alternate is accepted.

“AMUL IS THE PREFERRED BRAND AMONG DAHI”

Findings
Amul is the preferred brand among Dahi.(Hypothesis Testing)

On the basis of customer survey report most of the respondent

were from Restaurants and Hotels.

Most of the respondents buy the products based on the quality.

Brand loyalty plays an important role for purchasing the

product.

High brand awareness among customers.

Poor services of other products.

Suggestions
Improve services to capture the sales of AMUL MASTI DAHI.
Services like: Delivery Time, Supply chain.

Local Advertisements to attract Delhi customers like: Radio,

Newspaper, Banners etc.

Disposable plastic jar in place of plastic pouch for Amul Masti

Dahi 1kg pack because plastic jar protects Dahi from loosening.

Availability is a problem so, Amul should try to maintain

proper Supply chain.

Expiry Replacement facility must be provided.

Pricing of Amul Dahi should be competitive i.e. “More for

Same”.
Limitation
Not getting correct answer regarding consumption of Dahi of
other Brand.

Dahi price set by unorganized vender was very low.

Non-cooperative approach and rude behaviour of the

respondents.

Not interested in filling questionnaire due to improper delivery

of other products.
Conclusion
Amul is a very big organization and market leader in dairy
products.

It has maximum market share in Milk, Butter and Cheese, which

are its core products but curd industry is also a profitable
industry and the company cannot ignore it.

With the help of research, company can find out its week points
in curd and can increase its market share through rectifying
mistakes.
 AMUL
Anand Milk Union Limited
Name : ………………………………………………………………………………
Shop Name: …………………………………………………………………………
Address: ………………………………………………………………………………
Phone No:…………………….

1. Do yo use DAHI?
YES NO
2. If Yes then from where do you get DAHI?
Home made Outside
3.If Outside then Branded or Loose?
Branded Loose
4.If Branded then Brand name?
Amul Mother Dairy Paras Other
5.Quantity of purchase?
Ans. ……………………….
6.At what price do you purchase DAHI?
Ans: Rs……………………
7.If Amul provides you better quality DAHI in 1kg packet at Rs.36 then are you interested?
YES NO
8.What quantity of DAHI will you purchase from AMUL?
Ans …………………………

DATE………………… Signature