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Amul Malai Paneer project
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COMPLAN STRATEGY
Summer Project Report
Executive Summary
The research was conducted to find out consumers preferences & perception towards paneer, usage pattern of paneer and to know the satisfaction level of retailers with the product and services given by the company to increase the sales & market share. Firstly we did a pilot study wherein we took short interviews from some retailers and consumers.
After completion of the pilot study we prepared two questionnaire one for retailers and the other for consumers. We have used consumers questionnaire for restaurants, caterers and flight kitchens.Sample composition for the research was:-
Retailers
Consumers
Restaurant Caterers
Flight Kitchen
We have conducted survey in three different areas of Mumbai
South Mumbai
Western Mumbai
Central Mumbai
Data collection through:-
Primary Data:- The respondents were personally interviewed with the help of a structured questionnaire.
Secondary Data:-
www.amul.coop
After the completion of data collection, the data was edited, coded and tabulated in Excel Sheets. Then the data was analyzed using different statistical tools (SPSS).
Finally, we submitted a report on our findings, analysis and suggestions for improvement.
Table of Contents Contents Page No.1. Company Overview.082. Process of Marketing Research.153. SWOT Analysis.................................174. Retailer Analysis..185. Consumer Analysis.326. Restaurant Analysis587. Caterer Analysis..648. Flight kitchen Analysis69 9. Findings.7510. Competitive Analysis7711. Areas to Be Penetrated7912. Hypothesis.8013. Recommendations..102 14. Annexure. .103 15. Bibliography......109Company Overview
Gujarat Co-operative Milk Marketing Federation
We are pleased to introduce our organization Gujarat Co-operative Milk Marketing Federation Ltd (GCMMF) as India's largest food products marketing organization with annual sales turnover of Rs.2881 crores(US $ 650 million). We manufacture and market a wide range of dairy products in India and abroad under the brand names of Amul and Sagar. GCMMF has 19 affiliated dairy plants with a total milk handling capacity of 6.7 million litres per day. The total milk drying capacity is 510 MT per day. GCMMF is also the largest exporter of dairy products from India.
We manufacture and market a wide range of dairy products in India and abroad under the brand names of Amul and Sagar. The product categories are Infant Milk Food, Skimmed Milk Powder, Full Cream Milk Powder, Dairy Whitener, Table Butter, Cheddar Cheese, Mozzarella Cheese, Emmental Cheese, Cheese Spreads, Gouda cheese, Ghee, Sweetened Condensed Milk, Chocolates, Malted Milk Food, Blended Breadspreads, Fresh milk, UHT (Long life) Milk, Ice-ream and ethnic Indian sweets. Each of our products is a market leader in India.
GCMMF is the largest exporter of dairy products from India. We export our products in consumer packs and bulk to USA, Singapore, UAE, Australia, Bahrain, Qatar, Oman, Kuwait, Bangladesh, Madagascar, Yemen, Sri Lanka etc. On a regular basis. We have won 9 awards consecutively from APEDA, Govt of India.
Amul: The origin
The mighty Ganges at it's origin is but a tiny stream in the Gangotri ranges of the Himalayas. Similar is the story of Amul which inspired 'Operation Flood' and heralded the 'White Revolution' in India. It began with two village cooperatives and 250 liters of milk per day, nothingbut a trickle compared to the flood it has become today. Today Amul collects processes and distributes over a million liters of milk and milk productsper day, during the peak, on behalf of more than a thousand village cooperatives owned by half a million farmer members. Further, as Ganga-ma carries the aspirations of generations for moksha, Amul too has become a symbol of the aspirations of millions of farmers. Creating a pattern of liberation and self-reliance for every farmer to follow.
The start of a revolution
The revolution started as awareness among the farmers that grew and matured into a protest movement and the determination to liberate themselves. Over four decades ago, the life of a farmer in Kaira District was very much like that of his counterpart anywhere else in India. His income was derived almost entirely from seasonal crops. The income from milch buffaloes was undependable. The marketing and distribution system for the milk was controlled by private traders and middlemen. As milk is perishable, farmers were compelled to sell it for whatever they were offered. Often, they had to sell cream and ghee at throwaway prices. In this situation, the one who gained was the private trader. Gradually, the realization dawned on the farmers that the exploitation by the trader could be checked only if marketed their milk themselves. In order to do that they needed to form some sort of an organization. This realization is what led to the establishment of the Kaira District Cooperative Milk Producers' Union Limited (popularly known as Amul) which was formally registered on December 14, 1946.
The Kaira Union began pasteurizing milk for the Bombay Milk Scheme in June 1948. An assured market proved a great incentive to the milk producers of the district. By the end of 1948, more than 400 farmers joined in more village societies, and the quantity of milk handled by one Union increased from250 to 5,000 liters a day.
Obstacles: Springboards for success.
Each failure, each obstacle, each stumbling block can be turned into a success story. In the early years, Amul had to face a number of problems. With every problem came opportunity. A chance to turn a negative into a positive. Milk by products and supplementary yield which suffered from the same lack of marketing and distribution facilities became encumbrances. Instead of being bogged down by their fate they were used as stepping stones for expansion. Backward integration of the process led the cooperatives to advances in animal husbandry and veterinary practice.
Milk by products: An excuse to expand.
The response to these provided stimulus for further growth. For example, as the movement spread in the district, it was found that the Bombay Milk Scheme could not absorb the extra milk collected by the Kaira Union in winter, when the production on an average was 2.5 times more than in summer. Thus, even by 1953, the farmer-members had no assured market for the extra milk produced in winter. They were again forced to sell a large surplus at low rates to the middlemen. The remedy was to set up a plant to process milk into products like butter and milk powder. A Rs 5 million plant to manufacture milk powder and butter was completed in 1955. In 1958, the factory was expanded to manufacture sweetened condensed milk. Two years later, a new wing was added for the manufacture of 2500 tons of roller-dried baby food and 600 tons of cheese per year, the former based on a formula developed with the assistance of Central Food Technological Research Institute (CFTRI), Mysore. It was the first time anywhere in the world that cheese or baby food was made from buffalo milk on a large, commercial scale. Another milestone was the completion of a project to manufacture balanced cattle feed. The plant was donated by OXFAM under the Freedom From Hunger Campaign of the FAO. To meet the requirement of milk powder for the Defense, the Kaira Union was asked by the Government of India in 1963 to setup additional milk drying capacity. A new dairy capable of producing 40 tons of milk powder and 20 tons of butter a day was speedily completed. It was declared open in 1965. The Mogar Complex where high protein weaning food, chocolate and malted food are being made was another initiative by Amul to ensure that while it fulfilled the social responsibility to meet the demand for liquid milk, its members were not deprived of the benefits to be had from the sale of high value-added products
Cattle: From stumbling blocks to building blocks.Traditionally dairying was a subsidairy occupation of the farmers of Kaira. However, the contribution to the farmer's income was not as prominent as his attachment to dairying as a tradition handed down from one generation to the next. The milk yield from animals, which were maintained mainly on the by products of the farm, was decidedly low. That together with the lack of facilities to market even the little produced rendered the scientific practice of animal husbandry irrational as well as unaffordable. The return on the investment as well as the prospects of being able to market the product looked very bleak. It was a vicious cycle reinforced by generations of beliefs. The Kaira Union broke the cycle by not only taking upon themselves the responsibility of collecting the marketable surplus of milk but also provided the members with every provision needed to enhance production. Thus the Kaira Union has full-fledged machinery geared to provide animal health care and breeding facilities. As early as late fifties, the Union started making high quality buffalo semen. Through village society workers artificial insemination service was made available to the rural animal population. The Union started its mobile veterinary services to render animal health care at the farmers' doorstep. Probably for the first time in the country, veterinary first aid services, by trained personnel, were made available in the villages.The Union's 16 mobile veterinary dispensaries are manned by fully qualified staff. All the villages are visited bi-monthly, on a predetermined day, to provide animal health care. A 24-hour Emergency Service is also available at a fee (Rs. 35 for members and Rs. 100 for non-members). All the mobile veterinary vans are equipped with Radio Telephones. The Union runs a semen production center where it maintains high pedigreed Surti buffalo bulls, Holstein Friesian bulls, Jersey bulls and 50 per cent crossbred bulls. The semen obtained from these bulls is used for artificial breeding of buffaloes and cows belonging to the farmer members of the district. The artificial insemination service has become very popular because it regulates the frequency of calving in cows and buffaloes thus reducing their dry period. Not only that, a balanced feed concentrate is manufactured in the Union's Cattle Feed Plant and sold to the members through the societies at cost price.
Impressive though its growth, the unique feature of the Amul sagas did not lie in the extensive use of modern technology, nor the range of its products, not even the rapid inroads it made into the market for dairy products. The essence of the Amul story lies in the breakthrough it achieved in modernizing the subsistence economy of a sector by organizing the rural producers in the areas. The Kaira experiment: A new beginning in more ways than one.
A system which involves participation of people on such a large magnitude does not confine itself to an isolated sector. The ripples of its turbulence affect other areas of the society as well. The cooperatives in the villages of Kaira are contributing to various desirable social changes such as:
The yearly elections of the management committee and its chairman, by the members, are making the participants aware of their rights and educating them about the democratic process.
Perpetuating the voluntary mix of the various ethnic and social groups twice-a-day for common causes and mutual betterment has resulted in eroding many social inequilibria. The rich and the poor, the elite and the ordinary come together to cooperate for a common cause.
Live exposure to various modern technologies and their application in day-to-day life has not only made them aware of these developments but also made it easier for them to adopt these very processes for their own betterment. One might wonder whether the farmer who knows almost everything about impregnating a cow or buffalo, is also equally aware of the process in the humans and works towards planning it.
More than 900 village cooperatives have created jobs for nearly 5000 people in their own villages -- without disturbing the socio-agro-system -- and thereby the exodus from the rural areas has been arrested to a great extent.
The income from milk has contributed to their household economy. Besides, women, who are the major participants, now have a say in the home economy.
Independent studies by various individuals and institutions have shown that as high as 48 per cent of the income of the rural household in Kaira District is being derived from dairying. Since dairying is a subsidairy occupation for the majority of the rural population, this income is helping these people not only to liberate themselves from the stronghold of poverty but also to elevate their social status.Members:13 district cooperative milk producers' Union
No. of Producer Members:2.6 million
No. of Village Societies:12,792
Total Milk handling capacity:10.16 million litres per day
Milk collection (Total - 2006-07):2.38 billion litres
Milk collection (Daily Average 2006-07):6.5 million litres
Milk Drying Capacity:594 Mts. per day
Cattlefeed manufacturing Capacity:2640 Mts per day
List of Products Marketed:Breadspreads: Amul Butter
Amul Lite Low Fat Breadspread
Amul Cooking Butter
Cheese Range: Amul Pasteurized Processed Cheddar Cheese
Amul Processed Cheese Spread
Amul Pizza (Mozarella) Cheese
Amul Shredded Pizza Cheese
Amul Emmental Cheese
Amul Gouda Cheese
Amul Malai Paneer (cottage cheese)
Utterly Delicious Pizza
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
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)
Amulspray 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
Fresh Milk: Amul Taaza Toned Milk 3% fat
Amul Gold Full Cream Milk 6% fat
Amul Shakti Standardised Milk 4.5% fat
Amul Slim & Trim Double Toned Milk 1.5% fat
Amul Saathi Skimmed Milk 0% fat
Amul Cow Milk
Curd Products: Yogi Sweetened Flavoured Dahi (Dessert)
Amul Masti Dahi (fresh curd)
Amul Lassee
Amul Icecreams: Royal Treat Range (Butterscotch, Rajbhog, Malai Kulfi)
Nut-o-Mania Range (Kaju Draksh, Kesar Pista Royale, Fruit Bonanza, Roasted Almond)
Nature's Treat (Alphanso Mango, Fresh Litchi, Shahi Anjir, Fresh Strawberry, Black Currant, Santra Mantra, Fresh Pineapple)
Sundae Range (Mango, Black Currant, Sundae Magic, Double Sundae)
Assorted Treat (Chocobar, Dollies, Frostik, Ice Candies, Tricone, Chococrunch, Megabite, Cassatta)
Utterly Delicious (Vanila, Strawberry, Chocolate, Chocochips, Cake Magic)
Chocolate & Confectionery: Amul Milk Chocolate
Amul Fruit & Nut Chocolate
Brown Beverage: Nutramul Malted Milk Food
Milk Drink: Amul Kool Flavoured Milk (Mango, Strawberry, Saffron, Cardamom, Rose, Chocolate)
Amul Kool Cafe
Health Beverage: Amul Shakti White Milk Food
Process of Marketing Research
1) Need of Research: To increase the sale & market share of Amul Malai Paneer.2) Research Objectives: To know consumers preferences & perception towards paneer
To determine the consumption pattern of paneer
To determine the demand, supply & performance of the product
To analyse retailers product & service satisfaction
3) Methodology
Exploratory Research:
The research work was Exploratory in nature and was meant to provide the basic information required by research objectives. A preliminary study and findings can be further consolidated after detailed conclusion study has been carried out. The major methods employed in research are Survey and Observations.
We have done pilot study to get the basic information about the product. This information help us to prepare the questionnaire.
4) Sampling Technique
Sample CompositionRetailersSimple random sampling
HouseholdsSimple random sampling
RestaurantsSimple random sampling
CaterersSimple random sampling
Flight KitchensJudgment sampling
Area of researchGeographical RegionSouthern MumbaiWestern MumbaiCentral Mumbai
AreasCST-Sion / Churchgate- MahimBandra-DahisarSion-Mulund
Sample Size CompositionRetailers477
Household637
Restaurant78
Caterers15
Flight Kitchen4
5) Tools used for ResearchTools used for this research are Questionnaire, short interviews, SPSS software. A brief questionnaire focused to collect the relevant information was prepared. The respondents were asked to fill up this questionnaire followed by a short interview. The data gathered through these questionnaires was analyzed using different statistical tools (SPSS) to judge the target audience behavior and major factors, which influence them to use paneer.6) Time for CompletionThe time taken to complete the project was 45 days. 5 days for designing questionnaire, 30 days for market survey and filling questionnaire from the respondents, and 10 days for data coding, analysis and compiling of report.
7) Data Collection:
Primary Data:- The respondents were personally interviewed with the help of a structured questionnaire.
Secondary Data:-
www.amul.coop
Editing:
This is the first step after data collection and performed to detect errors, omissions etc.
The data is corrected when possible and it is ensured that minimum quality standards have been achieved. Here central editing was done in order to ensure that data is:
Accurate
Consistent with the intent of the question
Uniformly entered
Completed
Arranged to simplify coding and tabulation
Coding:
This process involves assigning numbers or other symbols to answer so that the responses can be grouped into classes or categories.
Alphanumeric, numeric codes were used by us in order to ensure that categorization of data establishes
Appropriateness
Exhaustiveness
Single Dimension
Tabulating:
This process converts information gathered by primary methods to a medium for viewing and editing.
This was done to create data files, records and link files to ensure simple storage, retrieval and updating of data.
SWOT Analysis Of Amul Paneer
Strength Brand Name
Availability Presence in dice form
Weakness No Advertisement
Replacement Problem
Lack of awareness
Lack of coordination between distributor and retailers
Uneducated salesmen
Opportunities Availability Block paneer of 500 gm & 1kg
Poor Coordination & Distribution Of local brands
Threat Competing Brands (Warana
Vijaya) Emerging Brands (Nestle Paneer Mother Dairy Paneer)
Retailers Analysis
1) Do you keep Paneer?
SouthWestern Central
Yes17318584
No9521
13) If No, then why
Margin Low DemandAvailabilityPerishabilityOthers
South21123
Western00050
Central622110
4) If Low demand of product, then what customer is looking forSouthWesternCentral
Freshness671
Softness420
Replacement200
Demand Exist050
Unawareness041
Packaging Problem120
Others151
4) Which Brand of paneer you keep?
Southern RegionOnly Amul126
Only Loose Paneer8
Others (Mahananda,Chitale,Vijaya,Warana,Local Brand)12
TRIO3
Amul & Loose Paneer23
Amul & Others6
Loose Paneer & Others0
Other Brands
Warana3
Local Brand2
Mfg1
Mahananda3
Chitale2
Vijaya1
Western Region
Only Amul 134
Only Loose Paneer21
Others(Warana,Vijaya,Local Brand)12
Amul & Loose Paneer8
Amul & Others4
Others & Loose Paneer2
Amul,Loose Paneer & Others1
Other Brands
Vijaya1
Warana3
Local Brand (Govind)8
Central Region
Only Amul 73
Only Loose Paneer1
Others(Warana,Vijaya,Local Brand)1
Amul & Loose Paneer6
Amul & Others3
Others & Loose Paneer0
Amul,Loose Paneer & Others0
Other Brands
Warana3
Local Brand1
3) What is its demand vis--vis with its competitors?
SouthWesternCentral
Low233517
Average506922
High397851
Cant Say5180
8) If Low, Then whySouthWesternCentral
Price55611
Softness7194
Quality6101
Taste5151
Other (Specify)21163
Regular Supply0120
6) What margins do you get from different brand of paneer?
SouthWesternCentral
1-5%491
6-10%318136
11-15%27569
>15%010
7) If Margin, Then how much margin would you expect from company
SouthWesternCentral
10-15%8202
Exact 15%26269
16-20%36865
Exact 20%1159
21-25%854
>25%1200
9) How many time distributors salesmen are coming in a week?SouthWesternCentral
Once17488
Twice12313636
Thrice753
11) Do you get Amul POPs?
SouthWesternCentral
Yes322617
No11914230
12) Is the condition of the stock proper when received?SouthWesternCentral
Yes14914741
No0114
10) How many packets get consume weekly?
Southern RegionKGS SALE IN WEEKNO OF RETAILERS
15
1.517
219
2.56
347
3.511
47
4.520
526
1023*
121
12.51
151
100GM200GM500GM1KG
1 T0 5232510
5 TO 10474213
10 TO 15203800
15 & ABOVE273600
TOTAL11714123
Central RegionKGS SALE IN WEEKNO OF RETAILERS
0.52
1.516
25
12
21
36
3.515
410
17
24
2.52
35
824
100GM200GM500GM1 KG
1 TO 5232400
6 T0 1091500
11 TO 15151700
15 & ABOVE101500
Western RegionKGS SALE IN WEEKNO OF RETAILERS
0.52
115
1.518
235
2.515
340
3.510
43
4.56
58
7.51
83
91
1029*
121
161
172
100 GM200 GM500 GM1KG
1 T0 5353410
5 T0 10236924
10 T0 15103101
15 & ABOVE61612
7415047
Consumer AnalysisSouth MumbaiQ1) Do you use paneer?
Yes162
No0
Q2) Sex Composition
NO OF RESPONDENT =162% WISE
Male143
Female19
Q3) Age composition
AGE GROUPNO OF RESPONDENT
18-2552
26-3037
31-4042
41-5019
51 & ABOVE12
Q4) For which purpose you use Paneer?
Vegetables102
Sandwich1
Vegetable & Pakodas12
Burji3
Cooking Veg,Nonveg,Pizzas,Sandwiches6
Pakoda12
Pakoda,Vegetables,Pulao5
Vegetables,Pakoda,Burji2
Vegetables,Pakoda,Burji,Pulao1
Vegetables,Pakoda,Sandwich1
Vegetables,Pakoda,Sandwich,Pulao1
Vegetables,Pakoda,Sandwich,Tandoor,Burji,Pulao2
Vegetables,Pulao5
Vegetables,Pulao,Pakoda1
Vegetables,Pulao,Pakoda,Sandwich,Tandoor1
Vegetables,Sandwich1
Vegetables,Tandoor1
Vegetable & Burji2
Paneer Dosa2
Sandwich, Pizza1
For Single purpose120
For 2 Purpose22
For 3 Purpose9
For more than 3 Purpose11
Q5) Which brand of Paneer you use?
Amul23
Loose Paneer81
Others11
Amul & Loose Paneer31
Amul & Others2
Amul,Loose Paneer & Others6
Others & Loose Paneer8
Others
Mahananda4
Warana8
Vijaya3
Chitale7
Soyace3
Aarey2
1 Brand Users115
2 Brand Users41
More than 2 Brands6
Q6) Do you know about Amul Malai Paneer?
Yes97
No65
Q7) Have You Ever Used Amul Paneer?
Yes64
No98
Q8) If No
Unaware55
Availability5
Price5
Freshness22
Loose paneer9
Others1
Q9) How frequently do you use Amul Malai Paneer?
Once a week14
More than once a week5
Once a month16
Seldom29
Q10) Since how many months/years you are using this product?
Less than 24 months34
2 to 5 years26
More than 5 years4
Q11) What is the source of information?
TV Ads11
Magazine4
Pamphlet0
Hoardings0
Word Of Mouth43
Friend/Relatives20
Others (specify)19
Q12) Is there Proper Visibility in the Market?
Yes9
No153
Q13) Do advertising affect your purchase decision?
Yes79
No41
Can't Say42
Q14) If Amul provide you Paneer of better quality then what you have stated with approximate same price would you like to purchase it?Yes39
No25
Western Region
Q1) Do you use paneer?
Yes367
No7
Q2) Sex composition?
Male123
Female251
Q3) Age composition?
18-25133
26-3084
31-40105
41-5037
51 & above15
Q4) For which purpose you use Paneer?
Burgers3
Dhokla6
Dosa28
For all purpose17
Hot Dog,Burger,Pizza4
Paratha1
Paratha Paneer ,Dhokla2
Pizza2
Sandwhich,Pizza9
Sandwiches3
Starters3
Vegetables209
Vegetables & pakoras25
Vegetables,Paneer Dhokla10
Vegetables,Paratha43
Vegetables,Pizzas2
For 2 Purpose79
For 3 purpose16
For More than 3 purpose17
Q5) Which brand of Paneer you use?
Vijaya5
Amul87
Warana11
Loose Paneer203
Any Other30
Amul, Warana1
Amul,Loose Paneer30
Others
Vijaya5
Warana11
Govind7
Others23
1 Brand Users336
2 Brand Users31
Q6) Do you know Amul Paneer?
Yes196
No171
Q7) Have you ever used Amul Paneer?Yes138
No229
Q8) If No
Unaware 102
Availability 14
Price28
Freshness 27
Loose paneer 41
Others 17
Q9) How frequently do you use Amul Malai Paneer?
Once a week74
More than once a week52
Once a month4
Seldom8
Q10) Since how many months/years you are using this product?
Less than 24 months66
2 to 5 years65
More than 5 years7
Q11) What is the source of information?
TV Ads21
Magazine4
Pamphlet0
Hoardings0
Word Of Mouth115
Friend/Relatives35
Others (specify)21
Q12) Is there Proper Visibility in the Market?
Yes49
No325
13) Do advertising affect your purchase decision?
Yes237
No70
Can't say67
Q14) If Amul provide you Paneer of better quality then what you have stated with approximate same price would you like to purchase it?
Yes90
No54
Can't Say27
Central RegionQ1) Do you use Paneer?
Yes105
No16
Total121
Q2) Sex Composition
Male55
Female66
Q3) Age composition?
18-2545
26-3019
31-4049
41-5010
51 & above4
Q4) For which purpose you use Paneer?
Vegetables77
Pakoras28
Q5) Which Brand of paneer you use?
Amul14
Loose paneer60
Others9
Amul & loose paneer21
Amul & Warana1
Other Brands
Vijaya4
Warana5
Q6) Do you know about Amul Malai Paneer?
Yes77
No44
Q7) Have you ever used Amul Malai Paneer?
Yes37
No84
Q8) If No
Unaware27
Availability1
Price2
Freshness9
Loose Paneer44
Others1
Q9) How frequently do you use Amul Malai Paneer?
Once a week20
More than once a week9
Once a month5
Seldom3
Q10) Since how many months/years you are using this product?
Less than 24 months12
2 to 5 years15
More than 5 years10
Q11) What is the source of information?
TV Ads0
Magazine0
Pamphlet0
Hoarding1
Word of mouth43
Friends/Relative23
Others10
Q12) Is there proper visibility in the market?
Yes12
No109
Q13) Do advertising effect your purchase decision?
Yes92
No11
Can't say18
Q14)If Amul provide you Paneer of better quality then what you have stated with approximate same price would you like to purchase it?
Yes20
No14
Can't say10
Restaurants AnalysisQ3) Which brand of Paneer you use?
Amul Only8
Warana Only1
Loose Paneer63
Amul & Loose Paneer6
Q6) Do you know about Amul Malai Paneer?
Yes47
No31
7) Have you ever used Amul Malai Paneer?
Yes14
No50
Q8) If No, then whyUnaware10
Availability8
Price22
Freshness12
Loose paneer9
Others0
9) Since how many months/years you are using this product?
< 24 months5
2 to 5 years9
> 5 years1
Q11) What is the source of information?
TV Ads8
Magazine2
Pamphlet0
Hoardings0
Word Of Mouth9
Friend/Relatives8
Others (specify)2
12) Is there Proper Visibility in the Market?
Yes9
No69
13) Do advertising affect your purchase decision?
Yes29
No25
Can't Say23
Q14) If Amul provide you Paneer of better quality then what you have stated with approximate same price would you like to purchase it?
Yes19
No19
Can't Say14
Q5) Quantity you mostly purchase is?
Of AmulDiceBlock
100gm31
200gm40
500gm02
1kg31
Of Loose PaneerDiceBlock
100gm01
200gm02
500gm02
1kg12
Caterers AnalysisQ3) Which brand of Paneer you use?
Amul0
Loose Paneer15
Q6) Do you know about Amul Malai Paneer?
Yes9
No6
Q7) Have you ever used Amul Malai Paneer?
Yes0
No9
Q7) If No, then whyPrice6
Freshness1
Loose paneer2
Q12) Is there Proper Visibility in the Market?
Yes0
No15
Q13) Do advertising affect your purchase decision?
Yes7
No4
Can't Say4
Q14) If Amul provide you Paneer of better quality then what you have stated with approximate same price would you like to purchase it?
Yes2
No2
Cant Say2
Q4) What factors will you consider while buying Paneer?
Taste44
Price51
Brand Name29
Softness59
Availability31
Packaging22
Q5) Quantity you mostly purchase is?WeightKGS
100 gm0
200 gm0
500 gm0
Equal or more than 1kg15
Flight Kitchen
Q3) Which brand of Paneer you use?
Amul0
Loose Paneer4
Q6) Do you know about Amul Malai Paneer?
Yes2
No2
Q7) Have you ever used Amul Malai Paneer?
Yes1
No3
Q8) If No, then whyUnaware2
Availability0
Price0
Freshness0
Loose paneer2
Others0
Q11) What is the source of information?
TV Ads0
Word Of Mouth2
Q12) Is there Proper Visibility in the Market?
Yes1
No3
Q13) Do advertising affect your purchase decision?
Yes1
No0
cant say3
Q14) If Amul provide you Paneer of better quality then what you have stated with approximate same price would you like to purchase it?
Yes1
No1
Q4) what factors will you consider while buying Paneer?
Taste14
Price17
Brand Name11
Softness19
Availability18
Packaging10
Q5) Quantity you mostly purchase?Flight KitchenKg/Day
OBEROI FLIGHT KITCHEN80
AMBESDER SKY CHEF70
TAJ FLIGHT KITCHEN300
AIR INDIA CHEF125
WeightResponse
100 gm0
200 gm0
500 gm0
1 kg4
Findings
Southern RegionReplacement Problem628.5714329
Problem with stock14.7619055
Bad services59.523819
Problem with margin223.8095224
Freshness of paneer419.0476219
No POP's314.2857114
Western RegionDistribution problem4414.28571
Need in block form of 500gm713.571429
Replacement2621.42857
Margin17 25.00
No proper Packaging627.142857
Service is not good5310.71429
No POP's3517.85714
Central Region
Freshness3220
No POP's2330
No Fridge, No approach from company4110
Problem with margin1440
Competitive Analysis (Attributes)
HighBrand Name & Softness
ModerateTaste & Packaging
LowPrice & Availability
High Brand Name & Packaging
ModeratePrice & Availability
LowTaste & Softness
HighBrand Name & Packaging
ModeratePrice & Availability
LowTaste & Softness
Conclusions Amul has a competitive advantage on attributes like Brand Name & Packaging. Needs to emphasis more on Taste & Softness.Areas to be penetrated Region Wise
Southern Region
All Fresh Dadar Market
Neelam Agency Portugese Church
NM Joshi Marg
Adarsh Sweet & Farsan Mart NM Joshi Marg
Sony Mony Provision Store Haji Ali
Om Dry Fruits Parel
Richie rich Mahim Church
Chedda Dry Fruits Shivaji Park
Kamal Grain Stores Mount Road
Alkaber Byculla
Monji Jetshi & Co- Parel Village
Central Region
Suyog Restaurant Wadala
Joy Tea Centre Bhandup West
Amrit Bhoj LBS Marg Bhandup West
Gupta Chana & Dry Fruits Bhandup West
Hasmukh Tea & Dry Fruits - Bhandup West
Prataprai & Sons Bhandup West
Western Region
Maharastra Store Goregoan East
Popular Stores Goregoan East
Bobby Novelty Stores Goregoan East
Adarsh Dry Fruit & General Store Goregoan East
Bharti Dugdhalya Andheri East
Shakti Tea Centre Santacruz East (If Price Factor consider then Amul will sell)
Central RegionTo know the consumer Preferences: (ref Q2 & Q3 from Questionnaire)
(T test dependent left tail)
1. For Taste
Sr. NoAny PaneerRate for Amul Paneer
155
244
353
...
...
...
2943
3053
Hypothesis:
H0: 2 =1 No difference in the rating given to any paneer & to Amul Malai Paneer
H1: 2 < 1 Rating given to Amul Paneer is lesser than that given to any Paneer.
Let = 10%
Paired Samples Statistics
MeanNStd. DeviationStd. Error Mean
Pair 1Any4.20(a)30.664.121
Amul4.20(a)30.664.121
Conclusion: The correlation and t cannot be computed because the standard error of the difference is 0.2. For PriceSr. NoAny PaneerRate for Amul Paneer
122
212
333
...
...
...
2932
3032
Hypothesis:
H0: 2 =1 No difference in the rating given to any Paneer & to Amul Malai Paneer
H1: 2 < 1 Rating given to Amul Malai Paneer is lesser than that given to any
Paneer
Let = 10%
Paired Samples Statistics
MeanNStd. DeviationStd. Error Mean
Pair 1Any2.57301.104.202
Amul2.6330.809.148
Paired Samples Correlations
NCorrelationSig.
Pair 1Any & Amul30.202.284
Paired Samples Test
Paired DifferencestDfSig. (2-tailed)
MeanStd. DeviationStd. Error Mean90% Confidence Interval of the Difference
LowerUpper
Pair 1Any - Amul-.0671.230.225-.448.315-.29729.769
Conclusion: Since Significance level ( p-value ) is greater than .05
i.e .76>.05
Therefore null hypothesis is accepted, i.e. at 90% confidence level there is no
Significant difference in rating given to any Paneer and to Amul PaneerAlso, mean rating for any Paneer is lesser than mean rating for Amul paneer, which means pricing for Amul paneer is better than pricing for any Paneer.3. For Brand Name
Sr. NoAny PaneerRate for Amul Paneer
154
244
344
...
...
...
2953
3053
Hypothesis:
H0 : 2 =1 No difference in the rating given to any Paneer & to Amul Malai Paneer
H1: 2 < 1 Rating given to Amul Paneer is lesser than that given to any Paneer
Let = 10%
Paired Samples Statistics
MeanNStd. DeviationStd. Error Mean
Pair 1Any4.2330.774.141
Amul3.8330.648.118
Paired Samples Correlations
NCorrelationSig.
Pair 1Any & Amul30-.126.507
Paired Samples Test
Paired DifferencestDfSig. (2-tailed)
MeanStd. DeviationStd. Error Mean90% Confidence Interval of the Difference
LowerUpper
Pair 1Any Amul.4001.070.195.068.7322.04829.050
Conclusion: Since Significance level ( p-value ) is equal than .05
i.e. .050=.05
Therefore null hypothesis is accepted, i.e. . at 90% confidence level there is no
Significant difference in rating given to any Paneer and to Amul Paneer
Also, mean rating for any Paneer is more than mean rating for Amul paneer, which means brand name for Amul paneer is not better than any Paneer.
4. For Softness
Sr. NoAny PaneerRate for Amul Paneer
143
232
344
..
..
..
2932
3032
Hypothesis:
H0: 2 =1 No difference in the rating given to any Paneer & to Amul Paneer
H1: 2 < 1 Rating given to Amul paneer is lesser than that given to any Paneer.
Let = 10%Paired Samples Statistics
MeanNStd. DeviationStd. Error Mean
Pair 1Any3.6730.844.154
Amul2.73301.285.235
Paired Samples Correlations
NCorrelationSig.
Pair 1Any & Amul30-.085.656
Paired Samples Test
Paired DifferencestDfSig. (2-tailed)
MeanStd. DeviationStd. Error Mean90% Confidence Interval of the Difference
LowerUpper
Pair 1Any Amul.9331.596.291.4381.4283.20329.003
Conclusion: Since Significance level ( p-value ) is lesser than .05
i.e. .003.05
Therefore null hypothesis is accepted, i.e. at 90% confidence level there is no
Significant difference in rating given to any Paneer and to Amul Paneer
6. For Packaging
Sr. NoAny PaneerRate for Amul Paneer
143
244
343
...
...
...
2932
3052
Hypothesis:
H0: 2 =1 No difference in the rating given to any Paneer & to Amul Malai Paneer
H1: 2 < 1 Rating given to Amul Paneer is lesser than that given to any Paneer.
Let = 10%Paired Samples Statistics
MeanNStd. DeviationStd. Error Mean
Pair 1Any3.13(a)30.937.171
Amul3.13(a)30.937.171
Conclusion: The correlation and t cannot be computed because the standard error of the difference is 0.South RegionTo know the consumer Preferences: (ref Q2 & Q3 from Questionnaire)
(T test dependent left tail)
1. For Taste
Sr. NoAny PaneerRate for Amul Paneer
152
252
351
...
...
...
2944
3044
Hypothesis:
H0: 2 =1 No difference in the rating given to any paneer & to Amul Malai Paneer
H1: 2 < 1 Rating given to Amul Paneer is lesser than that given to any Paneer.
Let = 10%Paired Samples Statistics
MeanNStd. DeviationStd. Error Mean
Pair 1Any4.4730.900.164
Amul2.97301.217.222
Paired Samples Correlations
NCorrelationSig.
Pair 1Any & Amul30.141.458
Paired Samples Test
Paired DifferencestDfSig. (2-tailed)
MeanStd. DeviationStd. Error Mean90% Confidence Interval of the Difference
LowerUpper
Pair 1Any - Amul1.5001.408.2571.0631.9375.83529.000
Conclusion: Since Significance level ( p-value ) is lesser than .05
i.e. .000