Amul PPT SK

Presentation
On
"ANALYSING MARKET SHARE OF
AMUL POUCH MILK IN
KANPUR"
PRESENTED BY CORPORATE GUIDE:
SHUBHAM KUSHWAHA Mr. K.K.BHARTI
Content
 Introduction of Project.
 Company profile.
 Objectives of the study
 Research methodology.
 Research work.
 Data analysis.
 Findings.
 Conclusion.
 Recommendations.
 Limitations.
Introduction of Project
 In this project, we have done a survey and collected
data on the basis of a questionnaire .
 As per our topic "ANALYSING MARKET SHARE OF
AMUL POUCH MILK IN KANPUR“
 our main focus :- To analyse the market share of amul
pouch milk in market.
 AMUL milk, the market leader in Kanpur district over
the years , had lost the market share drastically.
Company Profile
 Based in Anand,Gujarat
 Registered on December 14, 1946
 Sourced from the sanskrit word amoolya.
 Amul products have been use in millions of homes

since 1946.
 Amul a leading food brand in India .
Founder Of The Amul Company
Dr Verghese Kurien, the Chairman of

the GCMMF (Gujarat Co-operative Milk
Marketing Federation Ltd), an apex
cooperative organisation, based in the
in Anand town of Gujarat, India.
White Revolution. (1966)
Verghese Kurien’s Amul

experiment in Gujarat soon
blossomed into the much
larger Operation Flood, spread
over 23 states, 170 districts
and 90,000 village
cooperatives. It changed India
from an importer to the
world's largest milk producer
and exporter.
Gujarat Cooperative Milk Marketing
Federation
India's largest food products marketing organisation.
It is a state level apex body of milk cooperatives in Gujarat.
In 1954, Kaira District Co-operative Milk Producers’ Union built a

plant to convert surplus milk produced in the cold seasons into
milk powder and butter.
In 1973, the milk societies/district level unions decided to set up
a marketing agency to market their products.
It was registered as a co-operative society on 9 July 1973.
GCMMF Today
Members: 18 district cooperative milk

producer’s union
No. of Producer Members: 3.64 million
No. of Village Societies: 18,600
Total Milk handling capacity: 39 million litres per day
Milk collection (Daily Average 2020-21) 24.6 million litres per day
Cattle feed manufacturing Capacity: 10,000 MTs per day
Sales Turnover ( 2020-21 ) : Rs. 39,248 crores
(US $5.3 Billion)
GCMMF TURNOVER
Rs (Million)
Rs (Million)
385500 392480
331500
270850 292250
207330 229720
2014-152015-16
2016-17 2017-18
2018-19
2019-20
2020-21
Objectives
To find Total Milk Market in Kanpur.
To analyze the Amul Milk share in Kanpur City.
To know the market share of different companies.
To know the factors which affects the buyer’s
buying behaviour to purchase milk.
To find the main reasons behind decrease in sale.
To find what Advertising medium most use by
competitors.
Research Methodology
Research Design :-
Descriptive Research Design
RESEARCH METHODS FOR COLLECTING DATA :-
Survey Method
Sources of Data
Questionnaires & interview of Retailers
DATA COLLECTION: Main emphasis was given to primary
data.
Primary Data Collection
Questionnaire
Personal interview
Secondary Data Collection
File records of the organization
Organization history and profile
 Internet
Questionnaire in the project consists of:
Multiple choice questions
Dicthomus
DATA REPRESENTATION:
Data representation is in tabulation and graphical forms.
DATA ANALYSIS:
Data is analyzed with the help of statistical methods using
bar diagrams, pie charts etc.
LOCALITY: I have selected to perform my project in Kanpur.
In these respective Areas :-
Kidwai Nagar,Dada Nagar, Jajmau,CocaColaChauraha, Mall
Road, Govind Nagar,Krishna Nagar, kaka Dev .
Sampling:-
Sample Design: Non random sampling
Size of sample: 100
DATA ANALYSIS
What is your average Sale of milk per day?
Which brands of Milk in your shop?
Which brand provides best distribution service in milk?
Sales
Amul Parag NamasteIndia
15%
20%
65%
What is prefer by customer in pouch milk?
Do you satisfy with the Way of packaging?
%
yes
30%
No
70%
Are you think customer affected by the
promotional activities ?
What are the Advertising medium use by
competitors ?
Opinion about Amul Milk?
Who are the best competitors of Amul milk?
Do you think that Amul is suitable to give you
required return?
Column1
YES
30%
NO
70%
You get your delivery at right time ?
Sales
YES
28%
NO
72%
Finding
TOTAL MILK MARKET IN KANPUR
Sales Record Data
Area NO. of Total sale Sale of Amul Before Sale of Amul After
Retailer (crates) Namaste India Namaste India launch
launch ( crates ) ( crates )
Govind Nagar 10 87.5 81.5 60.5
Kidwai Nagar 10 55 50 42
Coca-Cola 2 7 7 5
Chauraha
Kaka Dev 2 100 87 57
JajMau 7 157 116 90
Dada Nagar 3 145 133 120
Mall Road 5 70 60 35
MARKET SHARE ANALYSIS
Reason behind decreased in share ?
Series 1
Series 1
6
5
4
3
2
1
Findings
 Huge difference between proper demand and
supply.
 Lack of promotional activities.
 Leakage problem.
 Late in delivery.
Conclusion
 We found that the customers mainly affected by promotional
activities so Amul must come up with new promotional activities
such that people become more aware about Amul milk .
 In comparison to Amul milk, the other players such as Parag,

and Namaste India provide a better availability and give
competition due to local brand .
 People are mostly satisfied with the overall quality of Amul
milk, but for the existence in the local market Amul must use
aggressive selling techniques.
Contd…
 Its not easy to deal with the people of various
mindset.
 Always be ready to do anything necessary to
makes your things done
 Its all about Branding, people buy products
what they see, Brand loyalty is very low.
 Finally we found that “ jo dikhta hai wo bikta
hai “
Recommendations :
 Company have to organize well defined distribution
channel.
 Sales promotion and advertising to be made more frequent
for brand building.
 Company should make plans for better performance to the
sales man.
 Company should pay attention on the customers and
retailers suggestions and complaints about products,
service policies, price changes, advertising companies etc.
 The incentive structure should be revised for the retailer to
increase the sells
Cont….
 Due to increasing consciousness of customers and dealers the

company should consistently focus in developing the quality
as well as quantity of the product.
 Company should gather information of competitor’s activities
on regular basis.
LIMITATIONS OF THE STUDY :-
As the research was conducted in Kanpur city its result are valid
for Kanpur city.
The study is conducted during the period of January-2021 to
February-2021 hence results are valid for this time period.
Only the sample of retailers was surveyed because of limited
time.
As the survey was conducted on questionnaire basis as
everything in details was not available.
The scope of the study is retracted to Amul Milk in Kanpur city
only.

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Presentation

 Registered on December 14, 1946

 Sourced from the sanskrit word amoolya.

 Amul products have been use in millions of homes

Dr Verghese Kurien, the Chairman of

Verghese Kurien’s Amul

It is a state level apex body of milk cooperatives in Gujarat.

In 1954, Kaira District Co-operative Milk Producers’ Union built a

Members: 18 district cooperative milk

JajMau 7 157 116 90

Dada Nagar 3 145 133 120

 In comparison to Amul milk, the other players such as Parag,

 Due to increasing consciousness of customers and dealers the

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