Comparative & Market ResearchAnalysis On Amul

PROJECT REPORT ON

(MARKET RESEARCH ANALYSIS ON AMUL AND INDENTFYING FACTORS BEHIND FAILURE OF AMUL FLAAVYO)
IN GUJARAT CO-OPERATIVE MILK MARKETING FEDERATION LIMITED (AMUL)

SUBMITTED IN PARTIAL FULFILMENT OF THE REQUIREMENT OF MASTER OF MANAGEMENT STUDIES

BY PRAVIN MAHADJI KHARAT ROLL NO: - 29 MMS-II (SEM III) YEAR 2012-2014

SMT. K.G. MITTAL INSTITUTE OF MANAGEMENT

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Comparative & Market ResearchAnalysis On Amul

INFORMATION TECHNOLOGY & RESEARCH MALAD (WEST), MUMBAI 400064

SUMMER INTERNSHIP PROJECT

SUBMITTED BY PRAVIN MAHADJI KHARAT ROLL NO 29 MMS II (SEM III) YEAR 2012-2014

Comparative & Market ResearchAnalysis On Amul

Comparative & Market ResearchAnalysis On Amul

Certificate

This is to certify that the project work titled Market research analysis on amul and identifying factors behind failure of amul flaavyo is a summer internship work carried out by Mr. Pravin mahadji kharat The project was completed for Gujarat Co-operative Milk Marketing Federation Limited (AMUL) under the guidance of Mr. Sumit Pathak I further certify that the said work has not been submitted in the part or in full, to any other University.

Date: 31st August 2013

Comparative & Market ResearchAnalysis On Amul

DECLARATION

I, Ms.

Pravin Mahadji Kharat, student of Smt. K.G. Mittal Institute of

Management, IT & Research of MMS II (Semester III) hereby declare that I have completed the summer internship project on Market research analysis on amul and identifying factors behind failure of Amul flaavyo with Gujarat Cooperative Milk Marketing Federation Limited (AMUL) in the Academic year 2012-2014. The information submitted is true & original to the best of my knowledge.

Signature of the student

Comparative & Market ResearchAnalysis On Amul

ACKNOWLEDGEMENT

At the outset of this project, I would like to express my profound thanks to a few people without whose help, completion of this project would not have been possible. First and foremost, I would like to express sincere thanks to Gujarat Co-operative Milk Marketing Federation Limited for giving me this opportunity to work with them. The list is endless but to name a few special people, I would like to thank Ms. Sumit

Pathak for being extremely supportive and guiding me throughout my internship and giving me constant motivation and expert advice. I would also like to thank the entire Sales Department for providing me their precious time and making this internship a successful learning experience. I am very grateful to Dr. Harish Kumar S. Purohit, Director of Smt. K. G. Mittal Institute of Management, IT & Research for giving me the opportunity to do this project in AMUL COMPANY. My sincere thanks to Prof. Seema Sharma for her valuable guidance and advice in completing this project.

I would also like to thank Prof. Seema Sharma for being an excellent mentor and helping me whenever I approached him/her. Last but not the least; I take pride in thanking my family, siblings and friends for their much valued support.

Comparative & Market ResearchAnalysis On Amul

EXECUTIVE SUMMARY

I, Pravin M Kharat (29) of Smt.K.G.Mittal Institute of Management Information Technology & Research. Take great pleasure in doing my Summer Internship Program in the dairy industry at Gujarat Co-operative Milk Marketing Federation Limited (AMUL), Churchgate Mumbai Project Title: Report on identifying factors behind failure of amul flaavyo & market research analysis on amul. Organization: Gujarat Co-operative Milk Marketing Federation (GCMMF) marketed by Amul Objective: We conducted this project with the one primary objective in mind. We were to study the market scenario of Milady [W] in Amul products and to know the stocking decisions and various problems faced by the retailers of Amul This project also helped us understanding consumer buying behavior. Background: Indias dairy industry has grown very fast in the past decade making India the largest producer of milk and milk products. Amul, the largest milk food brand of India is the major player in this industry. For further expansion of its market and seeing the potential of growth in the food sector Amul decided to launch a new product Amul in the market.

Amul is a malt brown beverage especially for children. Research Methodology: We conducted our study through questionnaire, direct interview, and observational research in the market of above three regions. We interviewed the retailers in each store that we visited to understand where Amul stands. Findings: Customers had a lot of issues for the reasons of non-acceptance of the product like, replacement issue, sever competitive market. The feedback was analysed from all aspects like area wise analysis, shop wise analysis and issue wise. Challenges faced by both the company and the customers when a new product is launched in the market.

Comparative & Market ResearchAnalysis On Amul

TABLE OF CONTENTS

SL No. Authorisation

Topics

Page No.

Acknowledgement Executive Summary 1 Chapter 1: OVERVIEW 1.1 1.2 1.3 Introduction Objective of study Purpose and scope of study

2 3

10 11 12 13 14 18

1.4 Limitation of study 1.5 Indian dairy industry 1.6 Company profile 2 Chapter 2: RESEARCH METHODOLOGY 2.1 2.2 Research approach Research instrument

33 34 34 34 35 37 56

2.3 Types of question 2.4 Phrasing of question 2.5 Method of survey 3 4 Chapter 3: DATA COLLECTION OF PRODUCT Chapter 4: AREA WISE DATA ANALYSIS

Comparative & Market ResearchAnalysis On Amul 5 6 7 8 9 10 Chapter 5: ANNEXURE Chapter 6: C S R ACTIVITY BY AMUL Chapter 7: FINDINGS Chapter 8: CONCLUSION Chapter 9: RECOMMENDATION Chapter 10: BIBLIOGRAPHY 63 75 85 88 90 92

Comparative & Market ResearchAnalysis On Amul

CHAPTER 1 OVERVIEW

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Comparative & Market ResearchAnalysis On Amul

1.1 Introduction:
Management training programs have gained a lot of importance in the recent past due to the highly competitive market in India and abroad. Trainings are provided to students from various Management Institutions all over India to develop their managerial capabilities and add to their theoretical knowledge with some tough practical experience of the market. The study would help me a lot in understanding how this organization works and to get a brief idea of the tough market I would be in after my final placements. The project is all about The study has been conducted in the region of Malad (W) to know the various factors i.e. what is going on in market for Amul, what are the problems faced by the retailers of Amul, reasons for the poor performance of Amul Flaavyo, The study also has been undertaken to compare the performance of Amul in these above regions and its

performance in the front of the competitors to know that which product of Amul performs very well in these different regions i.e. i. ii. iii. iv. Butter Cheese Dahi Lassi

The reason underlying need to access and evaluate the various factors which play dominant role in Amuls future sales. Some of these are pre denomination for decision making. The study has been conducted by the understanding of need and various requirements for study. Then the factors which influences the decision making process for boosting the sales of Amul. Responses were collected by the means of interviews, questionnaires and observations. The study would also help me in analysing the difference between the real life marketing situation and the theoretical marketing which is confined within the four walls of a room. Finally, whatever I would learn in this project need to be feasible enough to put its experience in the real corporate life situations in the near future

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Comparative & Market ResearchAnalysis On Amul

1.2 Objectives of the study

To know the market condition of Amul To measure the performance level of Amul products

To collect the information about the competitors To know the reasons for the failure of Amul Flaavyo in the market

To compare the performance of Amul products in different regions To compare the performance of Amul with the competitors

To point out the weak points of Amul in the market To find the problems faced by the retailers in selling and storing

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Comparative & Market ResearchAnalysis On Amul

1.3 Purpose and scope of the Study:

The study is carried out in Malad (E), so its scope is mainly limited to these regions only It gives information about the services given by retailers to customers

It gives information about the competitors product It will serve consumer in better manner

It provides the suggestion to the company to improve its sales It gives information about the sales promotion activities to improve the Amul Flaavyo sales

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Comparative & Market ResearchAnalysis On Amul

1.4 Limitation of the study:

This report had to work under several constraints and limitations. Some of the key limitations are: The survey is limited to few sectors only Time period of the project was weeks, which may not be enough to understand the whole market

Retailers may not have been true in answering various questions and may be biased to certain other questions

The sample size of Retailers / Wholesalers was very small and therefore response from the dose not reflects the exact view because they

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Comparative & Market ResearchAnalysis On Amul

1.5 Indian dairy industry:

Indias dairy industry has grown very fast in the past decade making India the largest producer of milk and milk products. The dairy sector has evolved with the help of various cooperatives in India. The main objective of the Indian dairy industry is to utilise the natural resources in the best possible way to enhance milk production in the country through innovative technologies. India is the largest milk producer all over the globe with around 100 MT production of milk. Its almost 13% of the worlds total milk production. Dairy products are major sources of nutritious and cheap food to millions of peoples in India particularly the poor farmers and the lower class people. Its expected that there is a good growth in consumption of packaged dairy products due to several factors as in affordability, increase in the number of working women and large exposure to the western and packaged dairy products like yoghurt and UHT milk. Ethnic products market is likely to witness a rapid growth each year with 20-30% growth. There lies a huge scope for the dairy markets in this country. Indian dairy products are an important part of the Indian cuisine. They variations are curdled dairy products, non-curdled dairy products, fermented dairy products and other dairy products. i. ii. iii. iv. Curdled dairy products- Paneer, chhena, sandesh, rasgulla Non-curdled dairy products- Khoa or mawa, peda, barfi, gulab jamun, kulfi, ghee Fermented dairy products- Dahi, shrikhand Other dairy products- Kheer

Dairying, mostly a rural based activity is spreading fast with around 70million households across the country is rearing one more cows or buffaloes for milk production. Milk production came up on its own after the green revolution which led to the abundance availability of paddy and wheat for feeding the cattle, which resulted in the immense

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Comparative & Market ResearchAnalysis On Amul contribution of co-operative dairying increasing the milk production to a large extent. This was the source of mass employment in the rural areas after the white revolution.

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Comparative & Market ResearchAnalysis On Amul

Indian Dairy Sector Annual Production

Milk Ghee Curd Khoa (Condensed Milk) Butter Milk Powder Paneer Others

46% 27.5% 7% 6.5% 6.5% 3.5% 2% 1%

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Comparative & Market ResearchAnalysis On Amul

Some of the major Dairy Cooperative Federations Include:

Andhra Pradesh Dairy Development Cooperative Federation Ltd (APDDCF) Bihar State Cooperative Milk Producers' Federation Ltd (COMPFED) Gujarat Cooperative Milk Marketing Federation Ltd (GCMMF) Haryana Dairy Development Cooperative Federation Ltd. (HDDCF) Himachal Pradesh State Cooperative Milk Producers' Federation Ltd (HPSCMPF) Jammu & Kashmir Milk Producer's Co-operative Limited Karnataka Cooperative Milk Producers' Federation Ltd (KMF) Kerala State Cooperative Milk Marketing Federation Ltd (KCMMF) Madhya Pradesh State Cooperative Dairy Federation Ltd (MPCDF) Maharashtra (Mahasangh) Orissa State Cooperative Milk Producers' Federation Ltd (OMFED) Pradeshik Cooperative Dairy Federation Ltd (UP) (PCDF) Punjab State Cooperative Milk Producers' Federation Ltd (MILKFED) Rajasthan Cooperative Dairy Federation Ltd (RCDF) Tamilnadu Cooperative Milk Producers' Federation Ltd (TCMPF) Rajya Sahakari Maryadit Dugdh Mahasangh

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Comparative & Market ResearchAnalysis On Amul

1.6 COMPANY PROFILE: AMUL (GCMMF)

Amul Anand Milk Union Limited was formed in the year 1946 in a small town named Anand in the state of Gujarat in Western India. Its a dairy co-operative under GCMMF Gujarat Co-operative Milk Marketing Federation Ltd. Anand is the head quarter of Amul.

Amul which has set itself as a model of development in the rural areas is presently jointly owned by around 3.03 million milk producers in Gujarat. Amul encouraged the White Revolution in India which resulted in making the country the largest milk producer and milk products manufacturer in the globe.

Amul, the largest food brand in India has also expanded their business in the overseas market in countries like UAE, USA, Bangladesh, Australia, China, Singapore, Hong Kong and a few South African countries.

The former Chairman of Amul, Dr Verghese Kurien is known as the key person behind the huge success of the company. Dr Kurien was the founder Chairman of Amul. Presently the Chairman of Amul is Mr. P.G. Bhatol. Amul has a total of 735 employees working for the marketing of the company.

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Comparative & Market ResearchAnalysis On Amul Amuls product ranges from milk, milk powders, butter, ghee, ice-cream, masti dahi, buttermilk chocolate, yoghurt, fresh cream, paneer, flavoured milk, mithae range, cheese to Amuls new product Amul Pro the brown beverage for children.

Amul exports consumer packs of products like Amul UHT milk (long life), amul fresh cream, ghee, butter milk, butter shrikhand, amul spray, amul malai paneer and amul beverages. kool

Amul, derived from a Sanskrit word amulya which means priceless or known in India for its best quality products and reasonable prices.

invaluable i s

GCMMF was established in the year 1973. Amul brand is marketed and managed by GCMMF. The brand has a managed a stable growth of around 21% in the last financial year and is planning to expand more with new projects. GCMMF made a sales turnover of Rs 13750 crores in the financial year 2012-2013.

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Comparative & Market ResearchAnalysis On Amul

Vision:

GCMMF will be an outstanding marketing organization, with specialization in marketing of food and dairy products both fresh and long life with customer focus and IT integrated. The network would consist of over. 100 offices, 7500 stockiest covering at least every Taluka.Head quarter servicing nearly 10 lakh outlets with a turnover of Rs.10,000 Cr and serving several co-operatives. GCMMF shall also create markets for its products in neigh boring countries.

Mission:
We at GCMMF endeavour to satisfy the taste and nutritional requirements of the customer of the world through excellence in the marketing by our committed team. Through co-operative networking, we are committed to offering quality product that provides best value for money. we the motivated and dedicated workforce at amul are committed to produce safe foods of excellent quality to remain market leader through development of qualitymanag ement system, state of art technology, innovation and eco-friendly operations to achieve delightment of customers and milk producers.

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Comparative & Market ResearchAnalysis On Amul

Amul Model:
The main objective of the Amul Model was to create a direct linkage between the milk producers and the consumers removing the interference of middlemen.

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Comparative & Market ResearchAnalysis On Amul

MAJOR PRODUCTS OF AMUL Butter:

Amul is synonymous with Butter in India. Several Generation of Indian consumers have grown up with the taste of Amul Butter for the six decades.

Utterly Butterly Delicious taste of Amul Butter is must on breakfast table of almost every Indian Household.

Utterly Cute Amul Butter Girl has been a part of Indian Consumers since 1950. Amul Butter topical is recognized as one of the longest running advertisement campaign in the world.

Cheese:

It is a popular cheese for snacking on its own as chiplets and slices. It adds flavor in melted dishes such as soup and sauce recipes. A few dishes which use processed cheese are mashed potatoes, macaroni and cheese, casseroles etc.

Cheese tastes superb between toasted wheat breads along with cucumber and tomato slices.

Processed cheese can be added to omelettes, pizza, souffles, au gratins, fondues etc. The cheese balls are also popular application. The Cheese makes a delightful pairing with fruits such as apples, pears and melons.

Masti Dahi:
making fresh Dahi is cumbersome, time consuming chore and can cause great to the house wife when it is not prepared properly. embarrassment

Dahi prepared by local shop owners or at home varies in terms of quality & culture used. Amul Dahi is prepared in controlled conditions i.e. maintaining proper temperatures to grow beneficial bacteria and to avoid growth of harmful bacteria. It is difficult to maintain controlled conditions at Home or at local shop level. 23

Comparative & Market ResearchAnalysis On Amul

Many times the quality of Dahi available from the local market is far from satisfactory and often found to be contaminated as the culture used do not contain 100% beneficial bacteria. AMUL MASTI DAHI is a pasteurized product i.e. free from unwanted bacteria.

Amul Lassi:

Tasty, Healthy and refreshing treat for all age people. Contains live probiotic bacteria which helps digestion and improve immunity. Made with special culture to give a smooth, mild acidic taste. It is made from natural ingredients.

Amul Flaavyo:
Tasty, Healthy and refreshing treat for all age people. Contains live probiotic bacteria which helps digestion and improve immunity. made with special culture to give a smooth, mild acidic taste. It is made from natural ingredients. Fortified with essential vitamins. Available in five flavours namely Mango, Pinapple, Strawberry, Vanilla and Misti Doi.

OTHER PRODUCTS: Mithaee Range (Ethnic sweets):

Amul Shrikhand (Mango, Saffron, Almond Pistachio, Cardamom) Amul Amrakhand Amul Mithaee Gulabjamuns Amul Mithaee Gulabjamun Mix Amul Mithaee Kulfi Mix Avsar Ladoos

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Comparative & Market ResearchAnalysis On Amul

UHT Milk Range:

Amul Shakti 3% fat Milk Amul Taaza 1.5% fat Milk Amul Gold 4.5% fat Milk Amul Lite Slim-n-Trim Milk 0% fat milk Amul Shakti Toned Milk Amul Fresh Cream Amul Snowcap Softy Mix

Pure Ghee:

Amul Pure Ghee Sagar Pure Ghee Amul Cow Ghee

Infant Milk Range:

Amul Infant Milk Formula 1 (0-6 months) Amul Infant Milk Formula 2 ( 6 months above) Amul spray Infant Milk Food

Milk Powders:

Amul Full Cream Milk Powder Amulya Dairy Whitener Sagar Skimmed Milk Powder Sagar Tea and Coffee Whitener

Sweetened Condensed Milk:

Amul Mithaimate Sweetened Condensed Milk

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Comparative & Market ResearchAnalysis On Amul

Fresh Milk:

Amul Taaza Toned Milk 3% fat Amul Gold Full Cream Milk 6% fat Amul Shakti Standardized Milk 4.5% fat Amul Slim & Trim Double Toned Milk 1.5% fat Amul Saathi Skimmed Milk 0% fat Amul Cow Milk

Amul became the largest food brand of India with its high variations in the product range, its quality products and high level of customer satisfaction. Its been a trusted brand for the past four decades with its famous tagline Amul the Taste of India.

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Comparative & Market ResearchAnalysis On Amul

Member Union of Amul:

1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16.

Kaira District Cooperative Milk Producers' Union Ltd., Anand Mehsana District Cooperative Milk Producers' Union Ltd, Mehsan Sabarkantha District Cooperative Milk Producers' Union Ltd., Himatnagar Banaskantha District Cooperative Milk Producers' Union Ltd., Palanpur Surat District Cooperative Milk Producers' Union Ltd., Surat Baroda District Cooperative Milk Producers' Union Ltd., Vadodara Panchmahal District Cooperative Milk Producers' Union Ltd., Godhra Valsad District Cooperative Milk Producers' Union Ltd., Valsad Bharuch District Cooperative Milk Producers' Union Ltd., Bharuch Ahmedabad District Cooperative Milk Producers' Union Ltd., Ahmedabad Rajkot District Cooperative Milk Producers' Union Ltd., Rajkot Gandhinagar District Cooperative Milk Producers' Union Ltd., Gandhinagar Surendranagar District Cooperative Milk Producers' Union Ltd., Surendranagar Amreli District Cooperative Milk Producers Union Ltd., Amreli Bhavnagar District Cooperative Milk Producers Union Ltd., Bhavnagar Kutch District Cooperative Milk Producers' Union Ltd., Anjar

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Comparative & Market ResearchAnalysis On Amul

Amul Annually Sales Turnover:

Last Six Years: Year 2007-08 2008-09 2009-10 2010-11 2011-12 2012-13 Sales Turnover Rs (crores) 5255 6705 8002 9774 11668 13750

Sales Turnover Rs (crores)

16000 14000 12000 10000 8000 6000 4000 2000 0 2007-08 2008-09 2009-10 2010-11 2011-12 2012-13

Sales Turnover Rs (crores)

For further expansion of its huge market in India Amul is planning to launch a new product Amul Pro in the market.

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Comparative & Market ResearchAnalysis On Amul

Achievement & Awards:

Amul: Asias largest dairy co-operative was created way back in1946 to make the milk producer self-reliant and conduct milk- business with pride. Amul has always been the trend setter in bringing and adapting the most modern technology to door steps to rural farmers.

Amul created history in following areas: First self-motivated and autonomous farmers organization comprising of more than 5000000 marginal milk producers of Kaira District.

Created Dairy co-operatives at village level functioning with milk collection centers owned by them.

Computerized milk collection system with electronic scale and computerized accounting system. The first and only organization in world to get ISO 9000 standard for its farmers cooperative

First to produce milk from powder from surplus milk. Amul is the live example of how co-operation amongst the poor marginal farmers can provide means for the socioeconomic development of the underprivileged marginal farmers.

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Comparative & Market ResearchAnalysis On Amul

AWARDS:
1964: Padmabhusanaward given to Shri T.K. Patel. 1965:Padmshriawarded was given to V. Kurien, general manager, by the presidentof India. 1987:Best Productivityawarded by national productivity council for the year. 1985-86awarded to Amul dairy. 1988:Best Productivityawarded for the second successive year 1986-87 by the president of India, Mr. R. Venkatrao to kaira union. 1993:ICAMemenoto towards genuine and self sustaining cooperative worldwide ICAregional office for Asia and pacific, New Delhi, 1996.1999: G.B.Birla award. Moreover the Amul union has achieved the prestigious ISO900 1-2000 and HACCP Certificate and effects are got to obtain ISO 14000. 1999: Best of All" Rajiv Gandhi National Quality Award for the year, 2003: The Gujarat Co-operative Milk Marketing Federation Ltd. has emerged as thetop scorer in the service category of the prestigious IMC Ram Krishna Bajaj National Quality Award .2006-07: GCMMF has bagged award for excellent performance in exports of dairy products from Agricultural and Processed Food Exports Development Authority (APEDA). 2007: Amul Pro-Biotic Ice-cream Gets No. 1 Award At World Dairy Summit.

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Comparative & Market ResearchAnalysis On Amul

SWOT Analysis of the Indian Dairy Industry: Strengths:

i. ii. iii. iv. v. Reasonable margins provided to the distributors, retailers. Optimistic demand for the dairy products in the market. Abundant availability of raw materials. Tremendous flexibility in the product mix. Huge man power available built in last 30 years.

Weaknesses:
i. ii. iii. Tremendous competition as new players entering the market day by day. Distribution channels are not properly managed. Minimal control over the milk production making it a big problem in the near future. iv. Poor infrastructure, bad transportation in the rural areas making logistics of procurement problematic.

v.

Perishability of the products. Low shelf-life of products.

Opportunities:
i. Scope of innovation in product development, packaging, promotion is phenomenal. ii. Value additions in the products like ice-cream, flavoured milk and shrikhand should create greater flexibility in the market resulting in more scopes of brand building. iii. Introduction of new products like infant foods and nutritionals can be a scope to expand the market.

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Comparative & Market ResearchAnalysis On Amul iv. Huge potential of exports as India is the major producer of milk in the globe.

Threats:
Milk vendors who occupy the place of pride in the industry are highly disorganised, result ing in big threats for the decline in the importance level of milk producers and consumers.

The success of the Indian dairy industry depends on some important factors like hygiene, cost effectiveness in the processing facilities, new innovations in the market and most importantly economic network procurement.

Uttar Pradesh, Haryana, Gujarat, Maharashtra, Karnataka and Rajasthan are some of the surplus milk producing states of India. Dairy co-operatives majorly accounts for the milk marketed all over India. Milk is marketed and processed by around 170 Milk Producers Cooperative Unions. Major brands created over the years by co-operative unions are Amul (GCMMF), Saras (Rajasthan), Gokul (Kolhapur), Nandini (Karnataka), Verka (Punjab). The major players in this dairy industry are Amul, Nestle, Britannia and Mother Dairy.

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Comparative & Market ResearchAnalysis On Amul

2. RESEARCH METHODOLOGY:

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Comparative & Market ResearchAnalysis On Amul

2. RESEARCH METHODOLOGY:
The research was conducted from 5st May to June 30. The research includes meetings with the retailers and dealers. It included our observation and preparation of the questions to be answered by above people for knowing the competitive position of Amul in the market. The views of the above parties were recorded in the

research as per the answers and observation made set by us.

The research instrument was our own observation and structured questions formulated for the retailers. The questionnaire was different for the retailers and dealers.

Direct

form

of

investigation,

involving

face-to-face

communication

with

free

feedback information. It offers a sense of participation. It is more flexible form of data collection. Use of unstructured, open-end questions is possible. Rate of refusal is low. Depth interview is possible. Complex questions can be asked. The interview can have questions to secure more information. Observation approach can be combined to verify age, income, status, standard information. Visual aids in the form of catalogues samples etc. can be used to get views, opinions, and attitudes of shopkeeper

2.1 Research Approach:

The objective was to know the competitive position of Amul in the market of 6 different regions thus in order to successfully conduct the research the unbiased opinion of the above parties was desirable. Thus we conducted the research as the representative of Amul Company and sometimes the representatives of the other company like Gokul or Waran in order to have an unbiased opinion of the concerned persons and it worked to achieve our goal.

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Comparative & Market ResearchAnalysis On Amul

2.2 Research Instrument:

The research instrument was the structured questionnaire formulated for the retailers. The questionnaire was different for the retailers and dealers and for the consumers there was a different set of questionnaire. There were also the area maps.

2.3 Types of Question:

The second important aspect in the designing a question is to decide which types of questions to be used. Question can be classified in various ways. Questionnaire contains following type information1. Open-ended question 2. Questions including reasons behind why they did not wanted to sell Amul Flaavyo

2.4 Phrasing of Question:

In questionnaire, I try to phrase the question in logical way. For example I arrange questioning sequence as personal information, awareness data, usage data, and finally related to reason and satisfaction

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Comparative & Market ResearchAnalysis On Amul

2.5 Method of Survey: Personal Interview:

It is direct form of investigation, involving face-to-face communication with free feedback information. It offers a sense of participation. It is more flexible form of data collection. Use of unstructured, open-end questions is possible. Rate of refusal is low. Depth interview is possible. Complex questions can be asked. The interview can have questions to secure more information. Observation approach can be combined to verify age, income, status, standard information. Visual aids in the form of catalogues samples etc. can be used to get views, opinions, and attitudes of shopkeeper.

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Comparative & Market ResearchAnalysis On Amul

Chapter 3: DATA COLLECTION OF AMUL PRODUCT

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Comparative & Market ResearchAnalysis On Amul

Availability of Amul Butter

4%

Yes No

96%

The survey that I have conducted on 100 shops and the responses that I got from the respondents is that the around 90 shops keeps the stock of Amul Butter which shows that Amul Butter is one of the most running product in the market. Even almost every shops of general stores and dairy keeps the Amul Butter in their shop. And 10 shop where we had not the Butter in their shop is mostly the medical shops and some grocery shops.

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Which category of Amul Butter more demanded by the customers

Column1
4% 9%

Amul Butter Amul Lite Delicious lite magarine

87%

As there are 3 varieties in Butter of Amul in the market and n this question I have asked that which category of Butter is more demanded by the customer and the responses I got that 39

Comparative & Market ResearchAnalysis On Amul AMUL REGULAR BUTTER is most running Butter in the market. Even the demand of Amul Lite and Delicious lite margarine is also quite satisfactory but not as good as the Amul Butter. Specifically, Amul regular butter of 100 Gms contributes to the highest percentage of sales.

Q3. On an average, how many packets of Butter sales in one day?

14

12

10

0 Less than 5 5 to 10 10 to 15 15 to 20 More than 20

This question I asked to get an idea about the average sales of Butter in different shops so that I would be able to differentiate the regions where I conducted the research that which region contributes at what percentage sales in Butter. Here I found that on an average 5 to 10 or 10 to 15 packets of butter sales daily in the shops of B grade. Less than 5 packets sales in that shops which is located in unexplored area. And more than 20 packets sales occurs in the shops of a grade like Malls and supermarket. 40

Comparative & Market ResearchAnalysis On Amul

Q4. Do you keeps any competitors Butter in your stock?

40% Yes No 60%

From this question I wanted to get an idea about the competitiveness of Amul butter and wanted to compare its availability with its competitors. And here I found that out of 100 shops there are around 62 shops where they keeps only Amul butter in their stock and also they are satisfied with that only. On the other hand, around 86 shops are there where I found the other brands along with Amul.

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Brand of Butter other than Amul in the market

9% 10% Nutralite Bretannia Govardhan 23% 58% Others

From this question, I wanted to get an idea about the name of different brands that are available in the markets. And here, I found maximum shops keeps the Nutralite Butter along with Amul Butter. Then the another brands that are available in maximum shops is Bretannia. On the other hand, there are Govardhan and some others brands which I founded in the survey.

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Comparative & Market ResearchAnalysis On Amul

Availability of Amul Cheese

11%

Yes No

89%

The survey that I have conducted on 100 shops and the responses that I got from the respondents is that the around 89shops keeps the stock of Amul Cheese which shows that Amul Cheese is also one of the most running product in the market. Even almost every shops

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Comparative & Market ResearchAnalysis On Amul of general stores and dairy keeps the Amul Cheese in their shop. The shop where we had not the Cheese in their shop is mostly the medical shops and some grocery shops.

Which category of Amul Cheese is more demanded by the customers

Column1

33% 43% Cubes Slices Blocks

24%

As there are 3 varieties in Cheese of Amul in the market and in this question I have asked that which category of Butter is more demanded by the customer and the responses I got that Cubes is most running in the market. Even the demand of Amul cheese slices and Blocks is also quite satisfactory but not as good as the Amul Cheese Cubes. 44

Comparative & Market ResearchAnalysis On Amul

On an average, sales of Amul Cheese Cubes in a day

Column1

100 80 60 40 20 0 Less than 10 10 to 20 20 to 30 more than 30

Out of 100 shops, less than 10 cubes sales daily from 40 shops, 55 shops sales 10 to 20 cubes daily. 83 shops sales 20 to 30 cubes daily and more than 30 cubes sales from 72 shops

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Comparative & Market ResearchAnalysis On Amul

Q9. Do you keeps any competitors Cheese in your stock?

33% Yes No

67%

From this question I wanted to get an idea about the competitiveness of Amul cheese and wanted to compare its availability with its competitors. And here I found that out of 100 shops there are around 67 shops where they keeps only Amul cheese in their stock and also they are satisfied with that only. On the other hand, around 33 shops are there where I found the other brands of cheese along with Amul

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Which brand of Cheese other than Amul are there in the market

Sales
11%

Govardhan 25% Bretannia Others 64%

As I said earlier that there are around 83 shops where I found the other brands of cheese along with Amul. And here, I found that out of 83 shops, 57 shops keeps the Govardhan

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Comparative & Market ResearchAnalysis On Amul Cheese along with Amul Cheese. On the other hand, 28 shops keeps the Bretannia cheese along with Amul. And around 8 shops, they keeps the other brands in their stock.

Availability of Amul Dahi in the market

Sales

28%

Yes No

72%

The survey that I have conducted on 100 shops and the responses that I got from the respondents is that the around 73shops keeps the stock of Amul Dahi which shows that Amul Dahi is another most (but less than Butter and Cheese) running product in the market. Almost

48

Comparative & Market ResearchAnalysis On Amul every shops of dairy keeps the Amul Dahi in their shop. And 28shops where we had not found the Dahi in their shop is mostly the medical shops and some grocery shops.

Sales of cups of Amul Dahi in one day

80 70 60 No. of shops 50 40 30 20 10 0 Less than 5 5 to 10 10 to 15 No.of cups 15 to 20 More than 20

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Comparative & Market ResearchAnalysis On Amul This graph gives an idea about the average sales of Dahi in different shops so that I would be able to differentiate the regions where I conducted the research that which region contributes at what percentage sales in Butter. Here I found that on an average 5 to 10 cups of Dahi sales daily in 68 shops. While 49 and 27 shops sales 10 to 15 and 15 to 20 cups daily respectively. And more than 20 cups sales by only 14 shops.

Availability of competitors Dahi in market

Sales

36% Yes No 64%

This graph gives an idea about the competitiveness of Amul Dahi and wanted to compare its availability with its competitors. As I said earlier that there are 80 shops that keeps the Amul Dahi in their shop. And here I found that out of 80 shops there are only 45 shops where they

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Comparative & Market ResearchAnalysis On Amul keeps only Amul Dahi in their stock and also they are satisfied with that only. On the other hand, around 75 shops are there where I found the other brands of Dahi along with Amul

Availability of competitors Brand in the market

Column1
6% 16% 14% 5% 10% 37% 12% Govardhan Mahananda Bretannia Nestle Chitale Mother Dairy Others

Here we can see that the name of different brands that are available in the markets. As I said earlier that there are 55 shops who keeps the competitors brand along with the amul. And here, out of 55 shops, I found 23 shops keeps the Chitale Dahi along with Amul Dahi. Then,

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Comparative & Market ResearchAnalysis On Amul 18 shops keeps the Mother Dairy brand. Wherein 16shops I found the Mahananda Dahi, therein 13 shops I found the Govardhan in their shop. Nestle Dahi are found in 11 shops. The other brands that are available in 7 shops is are Danone and ordinary Dahi.

Availability of Amul Lassi

Sales

43%

1st Qtr 2nd Qtr 57%

The survey that I have conducted on 100 shops and the responses that I got from the respondents is that the around 59 shops keeps the stock of Amul Lassi. Even almost every

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Comparative & Market ResearchAnalysis On Amul shops of general stores and dairy keeps the Amul Butter in their shop. And 45 shop where we had not the Butter in their shop is mostly the medical shops and some grocery shops.

Category of Lassi in the market

90 80 70 No. of shops 60 50 40 30 20 10 0 Tetra Lassi Plastic Bottle Lassi Categories of Lassies Pro boitic Lassi

As there are 3 varieties in Lassi of Amul in the market and in this question I have asked that which category of Lassi is more demanded by the customer and the responses I got that AMUL TETRA LASSI is most running product in the market as out of 143 shops, 85 shops

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Comparative & Market ResearchAnalysis On Amul keeps the stock of Amul Tetra Lassi. On the other hand, the newly introduce of Lassi in new PLASTIC BOTTLE is also capturing the market very nicely as around 50 shops likes to keep its stock as it is easy to carry and handle. But only in 8 shops I found the Proboitic Lassi .

Q18. According to you, what is effect of Lassi introduced in NEW PLASTIC BOTTLE on its sales?

40 35 30 25 20 15 10 5 0 No It slightly It boosted change in increased Slightly the sales sales It the sales decreased very decreased the sales nicely the sales badly Agree Disagree No comments

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Comparative & Market ResearchAnalysis On Amul This graph shows the views of retailers of Amul Lassi about the new introduction of Lassi in new plastic bottles. Here we can see, when we talk about increased in sales, the maximum votes goes to the agree point. On the other side, when we ask about the decreased in sales, then the maximum votes goes to the disagree point. So now we can conclude that according to the retailers the new introduction of lassi in plastic bottles is performing very well in the market.

Availability of Amul Flaavyo in the market

Series 1
2%

98%

Yes No

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Comparative & Market ResearchAnalysis On Amul The survey that I have conducted on 100 shops and the responses that I got from the respondents is that the around 95 shops does not keeps the stock of Amul Flaavyo. Almost every shops of general stores and dairy does not keeps the Amul Flaavyo in their shop. And only 5 shop where we had found the Flaavyo in their shop is some few dairy shops

Reason for not keeping the stock of Amul Flaavyo

80 70 60 No. of shops 50 40 30 20 10 0 Poor Demand Taste is not Low Margin good Low shelf life No Scheme Other

Reasons

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Comparative & Market ResearchAnalysis On Amul Here, I asked them to give the reasons for not ordering the Amul Flaavyo. And the biggest reason for this is that it is not demanded by the customer because of its low awareness. The second highest ratings goes to the poor demand i.e. few customers who knows about this product, they does not like its taste. After this, low margin is the another reason due to this retailers are not willing to make efforts to generate its demand. Then, no scheme and some reasons are there for ordering the Flaavyo for stock.

Chapter 4: AREA WISE DATA ANALYSIS

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Comparative & Market ResearchAnalysis On Amul

Approximately sales contributes by this area of Oriem,Malad(W) out of 30 shops

6% 21%

Butter Cheese 51% Dahi Lassi

22%

Points to be noted in this market

This chart represents the report of survey conducted in the market of Oriem

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Comparative & Market ResearchAnalysis On Amul None of them like to kept the stock of flaavyo as it has low shelve life

Govar Dhan is another most popular brand in Ghee in these markets Humor ice-creams is biggest competitor of amul ice-creams as its sales are more & everywhere available in this market

Chitale Dahi is the biggest competitor of Amul Dahi as it cotributes to the highest percentage of sales Nutralite Butter is an another running product in this market

Percentage of sales contributes by the nother area of Station Road,Malad(W) out of 40 shops
10%

39%
28%

Butter Cheese Dahi Lassi

23%

Points to be noted in this market

This chart represents the report of survey conducted in the market of Station Road ,Malad(w)

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Comparative & Market ResearchAnalysis On Amul

Nestle, Bretannia and Mother Dairy are the big competitors in Dahi in this region Though the mrp of Bretannia cheese is greater than Amul cheese but then also Bretannia is more preferred by the customers as its sales are more than amul in this market None of retailer likes to keep the stock of Amul Flaavyo & Amul Cup Lassi as it has low shelve life The performance of Amul MITHAAI MATE also not very satisfactory in this market

Percentage of sales conributes by the market of particular area of Sundar Nagar,Malad(w) out of 45 shops
6% 25% 48% Butter Cheese Dahi Lassi 21%

Points to be noted in this market

This chart represents the report of survey conducted in the market of Gorai, Saibabas Nagar & Yoginagar Chitle and Mahananda Dahi is the biggest competitor of Amul Dahi

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Comparative & Market ResearchAnalysis On Amul

Retailers likes to keep the stock of Mother Dairy Dahi as they get attractive scheme on it as Compared to Amul Dahi Retailers likes to keep the stock of Chitale Dahi as it is more demanded by the customers

Nobody likes to keep the stock of Amul cup lassi but the sales of Amul tetra lassi is satisfactory In this region In some shops I found the 2 or 3 Pcs of Amul Flaavyo but its sales is totally zero as not demanded By the customers and consumed by them only

Percentage of sales contributed by the Amul in the Somari Bazar,Malad(W) out of 40 shops
5% 23% 53% 19% Butter Cheese Dahi Lassi

Points to be noted in this market

Nobody likes to keep the stock of Amul Flaavyo and Amul cup lassi as it has low shelve life

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Comparative & Market ResearchAnalysis On Amul Some shops are in unexplored area so their sales is comparatively lower than other market As the purchasing power of customers in some area is very low that's why the sales of Amul Dahi of 400g is not satisfactory In few shops I found some pcs of Amul Flaavyo of old and expiry date Both Mahananda Dahi and Mother Dairy is the biggest competitor of Amul in this area All the retailes are facing the Replacement problem in Amul Dahi

Percentage of sales contributed by the Amul in the market of Marve Road,Malad(w) out of 40 shops
12% Butter 20% 41% Cheese Dahi Lassi 27%

Points to be noted in this market

According to the retailers of this market, the demand for Amul products is good but its supply is very poor to match the demand Nestle Dahi can create threat to Amul's future sales, as

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Comparative & Market ResearchAnalysis On Amul it is more demanded by the customer Also the retailers likes to keep the stock of Nestle Dahi as they get an attractive scheme on it Amul Bottle Lassi is capturing this market very nicely Amul Flaavyo is not demanded by the customers, that's why retailers does not keep its stock

Amul Dahi is not performing well because very few retailers keep its stock as they get unattractiv scheme on it When retailers gets the 2 or 3 cups of Amul Flaavyo at free of cost, they does not keep it for sale, it consumed by them only

Percentage of sales contributed by Amul in market of Mamlatdar Wadi,Malad(W) out of 30 shops

3% 5% Butter 29% 63% Cheese Dahi Lassi

Points to be noted in this market

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Comparative & Market ResearchAnalysis On Amul Ordinary Lassi and ordinary Dahi are more prefers by the customers as it considered to be more pure and fresh Amul Bottle Lassi is not performing very well in this MALAD as compared to BORIVALI and KANDIVALI Amul Butter of 100 gms contributes to the highest percentage of sales

Amul Cheese Cubes is more prefers by the customers Amul Ice-cream, Shrikhand, Kool are also performing very well in this market

Chapter 5: ANNEXURE

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Comparative & Market ResearchAnalysis On Amul

Sr No

Shop Name

Contact Person

Contact No.

Bholanath Dairy

Jadhesh

2228896024

Sager Dairy

3 4 5 6 7 8

Kanee Store Mamta Kirana Store Gnapati General store Jaidesh Store Hitesh General Store Mahaveer Store Adaveer 2228885842

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Comparative & Market ResearchAnalysis On Amul

9 10

Jalaram Store Suryavanshi Store Deepak 9967653114

Sr No

Shop Name

Contact Person

Contact No.

11

Bhavani super shope

Ram

32239072

12

Vakratunda store

Mahender

32041680

13 14 15 16 17

Vardhman Mahavir sweets Classic ice-cream Hariesh store Shiv shakti store

Vardhman

9867641883

V R Chopda

9833037682

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Comparative & Market ResearchAnalysis On Amul

18 19 20

Jaignesh store Mahavir general store Bhavesh Bhavesh 65616789

Sr No

Shop Name

Contact Person

Contact No.

21

Nityananda General Store

Nityananda

69541555

22

Nagareai Dry Fruits

Nagareai

28895002

23 24 25 26 27

RAM Nagareai Store Sai krupa Geeta Store Akush Store

Ram Deepak Lalit

69995102 28822667 9867262276

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Comparative & Market ResearchAnalysis On Amul

28 29 30

Lata General Store Bharat bakery VRM Davan Babalu Jetu

9867245480 9987373056 2885008

Sr No

Shop Name

Contact Person

Contact No.

31

Jalaram Store

Hitesh bhai

2885504

32

Dhanani Store

28746912

33 34 35 36

Maico from Roopa Store Popular Guneral Store Radhey shyam

Sunil

9819291458

Mahadria

9769482817

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Comparative & Market ResearchAnalysis On Amul

37 38

Ankur Guneral Store Harpreet Store

Subhash

9324024616

Sr No

Shop Name

Contact Person

Contact No.

41

Kiran

42

Gokol Hotel

43 44 45 46

Jyoti Jignash dry fruit Vijay dry fruit Liberty general store

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Comparative & Market ResearchAnalysis On Amul

47 48 49 50

Aaray store Aaray store Hasmuk general store Bholanath dairy

Sr No

Shop Name

Contact Person

Contact No.

51

Hitesh store

52

S A Jalaram general store S A Jalaram dry fruit Bhavani super market Jai Ambika store

53 54 55

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Comparative & Market ResearchAnalysis On Amul

Dhanani super store Jalaram store Hitesh bhai 58 59 60 Maico store Popular super shopee Lata store

56 57

Sr No

Shop Name

Contact Person

Contact No.

61

Ashok dry fruit

Ashok

0228810232

62

R G super store

63 64

Maharashtra store Saval

Abdul bhai Gangaram

9224453755 28813563

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Comparative & Market ResearchAnalysis On Amul

Ramdeep super market Damji ramji Masala store Jagdaba store Umesh 68 69 70 Ram bakrey Maharashtra general store Vinod kumar kamji store Suleman Vijay vade Kamaji bai 9819976976 9833827395 9702440341 28823936

65 66 67

Grish

28826961

Sr No

Shop Name

Contact Person

Contact No.

71

Saha store

Manoj

28800111

72

Sadguru dry fruits

Ashok bhai

9322403777

73 74

K K savala Himat K savala

Shailesh Mahesh

9892775900 28809608

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Comparative & Market ResearchAnalysis On Amul

75 76 77 78 79 80

New Aryan stores Sagar general store Jigar general store

Manish bhai Sagar

28813865 28813581

Mohan bhai Garden store Orlam super market Ganesh general store Savai singh Rajendre Ganesh

9324378322 970723530 28631719 28805825

Sr No

Shop Name

Contact Person

Contact No.

81

Mulor super store

Naresh

28623466

82

Ramesh store

Ramesh

9821932342

83 84

Rupa store Farm P

Ramesh Dsouza

28648454 9619708190

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Comparative & Market ResearchAnalysis On Amul

85 86 87 88 89 90

Gheher store Gud prize Christ general store K P M super market Patel super market Get well+

Kaanji bai Shaha

9920124597 28605600

Vikram Kamji bhai Shah

9819773275 8619091 28652844

Sr No

Shop Name

Contact Person

Contact No.

91

Milind

92

Unit cold storage

Salm bhai

28028013

93 94

A A Rush Well

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Comparative & Market ResearchAnalysis On Amul

95 96 97 98 99 100

Narender Prime Country

Narender bhai Mukesh

28821569 28815575

Pararu Nani velji Kiran bhai

28087607 98194347154

Chapter 6: C S R. ACTIVITIES BY AMUL

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Comparative & Market ResearchAnalysis On Amul

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Comparative & Market ResearchAnalysis On Amul

Amul Vidya Shree & Vidya Bhushan:

Amuls vision is to see an educated, talented and strong youth in a developed India of the future and thereby contribute towards nation building. We at Amul believe that the sound education of its youth is the foundation of every state. Hence it is the most basic constituent for a developing nation like ours. Towards this philosophy, Amul Vidyashree & Vidyabhushan Awards have been instituted to recognize the brilliance of the students across India as well as the quality of education & guidance imparted by the schools they study in. The inception of these awards dates back to 2004-05.

The Awards recognize the academic brilliance of Class 10th and 12th top merit rankers across India and the quality of education and guidance imparted by the schools they study in and thereby encourage the spirit of enlightenment among todays youth. In the first year of the Award Foundation, Amul honored 500 students in Gujarat and other parts of India. In the second year it acknowledged further 2267 students across schools in India. Moving ahead (2006-07) Amul instituted Amul Vidya Bhushan awards to recognize the toppers of Std 12th examination also. The pan India details on these Awards are available in the following links.

It is Indias first of its kind award that recognizes and rewards brilliant minds of India. By winning this award, not only the student gets recognized, but it also help the schools to enhance their image as an academy that imparts quality education, worth emulating by others.

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Comparative & Market ResearchAnalysis On Amul

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Comparative & Market ResearchAnalysis On Amul

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Comparative & Market ResearchAnalysis On Amul

Sr. No. 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 45 46 47 48 49 50 51 52 53 54 55

Name of Institute Queen Mary High school Sardar High School S.n.d.t kanyashala Wilson High School Aryan edu. Society high school Chikitsak samuha shirolkar high shool Modern High school Ashok high school Chandaramji girls (guj med) high school Marwari high school J.D. Bharda High scool Vanita vishram high school Bai ratanbai f.pavari high school Chandaramji girls (eng med) high school Union high school Rammohan English High school Sharda Sadan Girls High School Bradley Nght High School Lilawati Lalji Dayl High School Sheth D.g.t High School Bhavan's College Wilson College Sant Gadgemaharaj Mahavidyalaya The B.J.P.C.High School & Junior College St. Teresa's High School Union High School English Medsium Navneet Junior College Sundatta High School Grant Road Central High School Master S.p. Tutorials High School Valiram B. Sind Model High School Fellowship High School Bhagini Kala Mandir High School New Era High School Our Own High School Girton High School Lady Engineer High School Sheth J. Shankarsheth Municipal School

Visit Coordinator Disha & Rishika Disha & Rishika Disha & Rishika Disha & Rishika Disha & Rishika Disha & Rishika Disha & Rishika Disha & Rishika Disha & Rishika Disha & Rishika Disha & Rishika Disha & Rishika Disha & Rishika Disha & Rishika Disha & Rishika Disha & Rishika Disha & Rishika Disha & Rishika Disha & Rishika Disha & Rishika Alka Alka Alka Alka Alka Alka Alka Alka Alka Alka Nikhil Kamble Nikhil Kamble Nikhil Kamble Nikhil Kamble Nikhil Kamble Nikhil Kamble Nikhil Kamble Nikhil Kamble

Institute Operational or Nonoperational

Form Details received Pending Pending Pending Pending Pending Pending Pending Pending Pending Pending

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Comparative & Market ResearchAnalysis On Amul

Robert Money High School & Junior College M. Ruia Mahila Mahavidyalaya Anjuman JMC Day High school Anjuman Shoeb Sattar Night school N.M.T Acadamy Bai Ratnabai F.Pandey High Sc Gilder Lane Muncipal Secendary Moden Night High Scool Peoples Engilsh Night High Sch AKI Girls High School AKI Boys High School Anjuman-I-Islam's Ahmed Sailor High School Burhania High School Nagpada Municipal Secondary School Mohd Umer Rajjab Rd Municipal Sec School Meghraj Shetty Municipal Sec School WES Ling Night School Anjuman Islam Jan Mohammad Casum Anjuman Islam Saif Tayabji Girls School St. Ignitius of Loyola St.Peter's High School Burhani College Of Com.& Arts Jagruti Night High School Sir Elly Kadooriehigh School Alijamiya Tulk Fikriya Islami English School

56 57 58 59 60 61 62 63 64 65 66 67 68 69 70 71 72 73 74 75 76 77 78 79 80 81 82

Nikhil Kamble Nikhil Kamble Mitesh Jain Mitesh Jain Pravin Kharat Pravin Kharat Pravin Kharat Pravin Kharat Pravin Kharat Mitesh Jain Mitesh Jain Mitesh Jain Mitesh Jain Mitesh Jain Mitesh Jain Mitesh Jain Mitesh Jain Mitesh Jain Mitesh Jain Mitesh Jain Pravin Kharat Pravin Kharat Pravin Kharat Pravin Kharat Pravin Kharat

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Chapter 7: FINDING

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FINDINGS
Though the MRP of Mother Diary Yoghurt is more than the Flaavyo but then also it is more prefers by the customers. According to retailers, the shelve life of Amul Flaavyo is very small i.e just 15 days because of this it gets puffed soon , this is reason behind for not keeping the stock of Amul Flaavyo in the shop. According to the retailers, the profit margin in Amul is very low.

Amul Buttermilk and Lassi sells more in warm season.

Amul cheese cubes are more prefers by the customers than the cheese slices Amul bottle lassi capturing the all over market very nicely

Replacement problem is faced by many retailers. Amul Dahi is not performing very well in many regions, as it is perishable in nature and customers find an 3 or 4 older date printed on it.

In the region of Kandivali (E), Nestle Dahi has captured the market and the performance of Amul Dahi is very poor.

But in the region of Malad (E), only Amul is the most running product in the market in its all of the product.

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Comparative & Market ResearchAnalysis On Amul Chitale Dahi can create threat to Amuls future sales because its quality is considers as more superior than the Amul Dahi.

Mother Dairy and Chitale gives the attractive scheme to the retailers thats why retailers likes to keep the stock of these as compared to Amul. Also the performance of Amul Mithaai Milkmaid.

Mate is

very poor in front of Nestle

Tetra and Bottle lassi is more prefers by the both retailers and customers as their shelve life is more and convenient to use and carry. Amul butter is the most running product and its performance is outstanding in front of competitors.

Though the demand for Amul products is very good in all the regions but its supply is very poor to match with demand level.

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Chapter 8: CONCLUSION

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Comparative & Market ResearchAnalysis On Amul

CONCLUSION
After the whole research I would like to conclude that Amul has a great potential. I have noticed during the whole survey that the retailers who keeps only the products of Amul in their shops they are almost satisfied with brand and its services but those retailers who keeps the competitors products along with the Amul brand, they are not fully satisfied with the services of Amul and having some complaints like replacement problem, low margin, ignorance etc which results that they gives their maximum efforts to boost the sales of competitors products which can threat to the reputation of Amul. So the company should take some necessary steps to solve their problems so that they will also contribute for the company to boost the sales of Amul. And last but not the least again I would like to say that Amul has great potential and having the great brand name in the market

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Chapter 9: RECOMMENDATION

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Chapter 10: BIBLIOGRAPHY

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93