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PROJECTON
Market Analysis of Amul masti dahiPrepared for and presented to
AMULUnder the guidance of
Organization guide Institutional guideMr. Rajeev Tripathi Mrs.Namita Srivastava
SUBMITTED IN PARTIAL FULFILLMENT FOR THE AWARD OF MASTER OF BUSINESS ADMINISTRATION FROM GAUTAM BUDDHA TECHNICAL UNIVERSITY.
BY
ATUL KUMAR ROLL NO. 1212470035
INSTITUTE OF CO-OPERATIVE AND CORPORATE MANAGEMENT RESEARCH AND TRAINING
LUCKNOW
Acknowledgement
I would like to acknowledge with extreme gratitude, the unfailing wise counsel,
intellectual and moral support extended to me by my esteemed mentor Hon’ble Mr.Ram
Jatan Yadav Director, ICCMRT, Lucknow. His indispensable suggestions have led to
the successful culmination of the work and completion in the form of the present
dissertation.
Words have never seemed so inadequate as now, when I am endeavoring to
express my deepest sense of thankfulness to Mr. Ajay Prakash MBA Programme
Coordinator , without consent encouragement it would have been impossible for me to
accomplish this work. It was mainly because of him that the work is presented coherently
and its purpose shines through.
I would like to extend my thanks to my internal supervisor Dr.Namita Srivastav,
Assistant Professor for all the guidance and support received during the course of
Research Project Report and helped me in bringing out this report in its present form.
I would also like to pay my humble regards and thanks to my entire respected faculties of
ICCMRT and all those who directly or indirectly rendered their help in completing this
research project report. I also like to present a deep bow of gratitude to my friends who
have been of great help directly and indirectly.
Declaration
I Atul Kumar, hereby declare that the dissertation report entitled. “Market
Analysis of Amul masti dahi ” is a genuine profound work done by my under the
auspices of my dissertation guide and other concerned people. All the information
collected is authentic and to the best of my knowledge.
I further declare that this project work is may original work and no part of this
report has been of published or submitted to any body or university for
award of any other degree.
Date: ATUL KUMAR
MBA (2012-14)
Place: Roll No- 1212470035
TABLE OF CONTENTS:s
S.no
TOPICS Page. No.
1.
2.
3.
4.
5.
6.
7.
8.
INTRODUCTION OF INDUSTRY
COMPANY'S PROFILE
RESEARCH METHODOLOGY
TYPES OF DATA AND DATA COLLECTION
ANALYSIS OF THE PROJECT
FINDINGS & INTERPRETATION
RESULT DISCUSSION
SCOPE & LIMITATION
3
11
12
60
62
65
83
85
9.
10.
CONCLUSION
BIBLIOGRAPHY
90
91
INTRODUCTION
DAIRY INDUSTRY SCENARIO:
India is the largest producer of milk producing more than 100 million tons of milk per
annum. Yet, her per capita milk consumption is around 250 g per day.
India has a population of more than 1 billion with diverse food habits, cultures, traditions
and religions. Regional variations within the country can be mind boggling. On one hand,
the country has plains with long tradition of milk production and consumption. On the
other hand, there are forest and hilly regions with no tradition of dairying. Most of coastal
belts also do not have much of dairy tradition.
Cow is holy for Hindus who make up more than 80 per cent of the population of India.
Buffalo enjoys no such holy status. Cow slaughter is banned in many states of India.
There are no restrictions on buffalo culling.
All this makes India a very complex dairy country.
Till about year 2000, India was not on the radar screen of most international dairy
companies, since India was neither a major importer nor an exporter of dairy products.
Through the 70’s, 80’s and 90’s India used to take some milk powder and butter oil as
aid. Exports from India were insignificantly small. From 2000 onwards, Indian dairy
products, particularly milk powder, casein, whey products and ghee started making their
presence felt in global markets.
The decade of 2000-10 will be recorded in dairy history as the decade of exports. But the
next decade will be different. Signs of change are already visible.
On one hand, India is finding it difficult to sustain exports of dairy products due to low
global prices and high domestic prices. On the other hand, some dairy products and
companies from India have been able to make their mark on international markets leading
to increase in their exports even when the overall global market sentiment has turned
negative.
Reintroduction of subsidies by European Union, continuing global economic downturn
and devaluation of currency of a major dairy exporting country like New Zealand
combined with high domestic prices have made dairy imports into India attractive. The
day is not far when India will become a net importer of dairy products. It is expected that
initially large-scale imports will be of dairy commodities, which will be used by Indian
dairy cooperatives and companies to make reconstituted milk and other branded dairy
products. Imports of branded dairy products may trickle in later.
Table 1.1 – Projected growth rate of milk production and dairy products
consumption
Product Projected Growth Rate
Per cent per annum
Milk production 3
Ghee consumption 9
Table Butter consumption 10
Paneer (cottage cheese) 10
Processed cheese 14
Dairy whiteners and condensed milk 8
India’s milk production will continue to grow at about 3 per cent per annum in spite of
difficulties.
India’s milk production will continue to grow at about 3 per cent per annum in spite of
difficulties due to stagnant livestock herd size and shortage of fodder. Due to increasing
population, per capita availability of milk will increase by only about 1.5 per cent per
annum. For an economy growing at about 6 per cent per annum, this increase in
availability will be grossly inadequate.
Production growing at only 3 per cent and consumption growing at more than double the
rate is obviously going to lead to a mismatch between demand and supply. This will
create opportunities for international dairy companies.
On one hand, India is expected to enter the international market with demand for
commodities like skimmed milk powder and butter oil. On the other hand, growing
prosperity and fast growth of organized modern retail and western style fast food outlets
will lead to increased consumption of products like cheese and table butter. This will
throw up opportunities for branded dairy products to enter this huge market of more than
a billion people. Helping international as well as Indian companies understand the dairy
scenario of India from a macro-level perspective is the prime objective of this study.
Facts and statistics, instead of opinions and impressions, are the key building blocks of
this report. During the study, we have tried, as far as possible, to rely on official data
from some department / ministry / agency / directorate of government of India. This
poses a problem since government agencies of India are slow in releasing data. For
example, Director General of Commercial Intelligence & Statistics, Kolkata (responsible
for compiling data on India’s imports and exports) had till the 1 August 2009 released
monthly export data in respect of only December 2008. Department of Animal
Husbandry’s latest data is given in their Handbook released in December 2006, which
gives data only for financial year ended on March 2006.
Inadequacy of official data is a perennial problem with most developing countries.
Fortunately, in case of India the problem is not as severe. India has one of the oldest and
most reliable census systems in the world. India conducts a fairly reliable livestock
survey regularly. Data on economic fundamentals is extremely detailed and easily
available. Trade data collection system of India is better than of most developing
countries and is much more reliable than of most non-democratic countries.
Separating the useful and relevant from irrelevant and useless is always a challenge. It is
more when so when one has an ocean of data (parts of which may be a bit old). This is a
challenge that we are able to undertake with our long experience in India and Indian dairy
/ livestock industry in particular. We have our ear on the ground in India. We understand
the dynamics of fast-changing India. We use the historical data provided by government
agencies and rely on our experience and insightful expertise to see trends that others
notice much later. We hope that the study helps you get a macro-level understanding of
the dairy scenario in India. This may however not answer all the queries that you may
have. We look forward to conducting in-depth micro-level studies related to Indian dairy
industry for you based on your requirements.
India is the highest milk producer in the entire globe. India is well known as the ‘Oyster’
of the global dairy industry, with opportunities galore for the entrepreneurs globally. It
might be dream for any nation in the world to capitalize on the largest and fastest
growing milk and mil products' market. The dairy industry in India has been witnessing
rapid growth with liberalization. As the economy provides good opportunities for MNCs
and foreign investors to release the full potential of this industry. The main objective of
the Indian Dairy Industry is to manage the national resources in a manner to enhance
milk production and upgrade milk processing using innovative technologies.In India, the
dairy sector plays an important role in the country’s socio-economic development, and
constitutes an important segment of the rural economy. Dairy industry provides
livelihood to millions of homes in villages, ensuring supply of quality milk and milk
products to people in both urban and rural areas. With a view to keeping pace with the
country’s increasing demand for milk and milk products, the industry has been growing
rapidly.
According to our research report “Indian Dairy Industry Analysis”, India is the world’s
largest milk producer, accounting for around 17% of the global milk production. Besides,
it is one of the largest producers as well as consumers of dairy products. Due to their rich
nutritional qualities, the consumption of dairy products has been growing exponentially
in the country, and considering such facts and figures, our study anticipates that the milk
production in India will grow at a CAGR of around 4% during 2011-2015.
OPERATION FLOOD
The transition of the Indian milk industry from situation of net import to that of surplus has
Been let by the efforts of National Dairy Development Board’s operation Flood.
Program under the aegis of the. Former chairman of the board Dr. Kurien Launched in
1970, Operation Flood has led to the modernization of India’s dairy sector and created a
strong network for procurement processing and distribution of milk by the co-operative sector.
Per captia availability of milk has increased from 132 gm per day in 1950 to over
220 gm per day in 1998.the main thrust of Operation Flood was to organize dairy
cooperatives in the milk shed areas of the village, and to link them to the four Metro cities,
which are the main markets for milk. The efforts undertaken by NDDB have not only led
to enhanced production, improvement in method of processing and development of a
strong marketing network, but have also led to the emergence of dairying as an important
source of employee an income generation in the rural areas. It has also led to an important
source of employment and income generation in the rural areas. It has also led to an
improvement in yields, longer lactation periods, shorter calving intervals, etc through the use
of modern breeding techniques. Establishment of milk collection center chilling center
has enhanced life of raw milk and enabled minimization of wastage due to spoilage of
milk. Operation Flood has been one of the world’s largest dairy development program and
looking a the success achieved in India adopting the co-operative rout, a few other countries
have also replicated the model of India’s White Revolution.
COMPANY’S PROFILE:
Gujarat Cooperative Milk Marketing Federation(GCMMF):
AMUL means “priceless” in Sanskrit. The brand name “Amul”, from the Sanskrit
“Amoolya”, was suggested by a quality control expert in Anand.
Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF), Is India's Largest Food
Product Marketing Organization With Annual Turnover (2011-12) US$ 2.5 Billion. Its
Daily Milk Procurement Is Approx 13 Million Lit (Peak Period) Per Day From 16,117
Village Milk Cooperative Societies, 17 Member Unions Covering 24 Districts, And 3.18
Million Milk Producer Members.
It Is The Apex Organization Of The Dairy Cooperatives Of Gujarat, Popularly Known As
'AMUL', Which Aims To Provide Remunerative Returns To The Farmers And Also
Serve The Interest Of Consumers By Providing Quality Products Which Are Good Value
For Money. Its Success Has Not Only Been Emulated In India But Serves As A Model
For Rest Of The World. It Is Exclusive Marketing Organization Of 'Amul' And 'Sagar'
Branded Products. It Operates Through 47 Sales Offices And Has A Dealer Network Of
5000 Dealers And 10 Lakh Retailers, One Of The Largest Such Networks In India. Its
Product Range Comprises Milk, Milk Powder, Health Beverages, Ghee, Butter, Cheese,
Pizza Cheese, Ice-Cream, Paneer, Chocolates, And Traditional Indian Sweets, Etc
GCMMF Is India's Largest Exporter Of Dairy Products. It Has Been Accorded A
"Trading House" Status. Many Of Our Products Are Available In USA, Gulf Countries,
Singapore, The Philippines, Japan, China and Australia. GCMMF has received the
APEDA Award from Government of India for Excellence in Dairy Product Exports for
the last 13 years. For the year 2009-10, GCMMF has been awarded "Golden Trophy'
for its outstanding export performance and contribution in dairy products sector by
APEDA.
For its consistent adherence to quality, customer focus and dependability, GCMMF has
received numerous awards and accolades over the years. It received the Rajiv Gandhi
National Quality Award in1999 in Best of All Category. In 2002 GCMMF bagged India's
Most Respected Company Award instituted by Business World. In 2003, it was awarded
the The IMC Ramkrishna Bajaj National Quality Award - 2003 for adopting noteworthy
quality management practices for logistics and procurement. GCMMF is the first and
only Indian organisation to win topmost International Dairy Federation Marketing Award
for probioticice cream launch in 2007.
The Amul brand is not only a product, but also a movement. It is in one way, the
representation of the economic freedom of farmers. It has given farmers the courage to
dream. To hope. To live.
The GCMMF is the largest food products marketing organisation of India. It is the apex
organization of the Dairy Cooperatives of Gujarat. Over the last five and a half decades,
Dairy Cooperatives in Gujarat have created an economic network that links more than 3.1
million village milk producers with millions of consumers in India. These cooperatives
collect on an average 9.4 million litres of milk per day from their producer members,
more than 70% of whom are small, marginal farmers and landless labourers and include a
sizeable population of tribal folk and people belonging to the scheduled castes.
The turnover of GCMMF (AMUL) during 2010-11 was 97.74 billion (US$1.77 billion).
It markets the products, produced by the district milk unions in 30 dairy plants. The
farmers of Gujarat own the largest state of the art dairy plant in Asia – Mother Dairy,
Gandhi nagar, Gujarat – which can handle 2.5 million litres of milk per day and process
100 MTs of milk powder daily.[citation needed]
The Three-tier "Amul Model"
This section needs additional citations for verification. (February 2012)
The Amul Model is a three-tier cooperative structure. This structure consists of a Dairy
Cooperative Society at the village level affiliated to a Milk Union at the District level
which in turn is further federated into a Milk Federation at the State level. The above
three-tier structure was set up in order to delegate the various functions, milk collection is
done at the Village Dairy Society, Milk Procurement & Processing at the District Milk
Union and Milk & Milk Products Marketing at the State Milk Federation. This helps in
eliminating not only internal competition but also ensuring that economies of scale is
achieved. As the above structure was first evolved at Amul in Gujarat and thereafter
replicated all over the country under the Operation Flood Programmed, it is known as the
‘Amul Model’ or ‘Anand Pattern’ of Dairy Cooperatives.
Responsible for Marketing of Milk & Milk Products
Responsible for Procurement & Processing of Milk Responsible for Collection of Milk
Responsible for Milk Production
Village Dairy Cooperative Society (VDCS)
The main functions of the VDCS are as follows:
Collection of surplus milk from the milk producers of the village & payment based on
quality & quantity
Providing support services to the members like Veterinary First Aid, Artificial
Insemination services, cattle-feed sales, mineral mixture sales, fodder & fodder seed
sales, conducting training on Animal Husbandry & Dairying, etc. Selling liquid milk for
local consumers of the village Supplying milk to the District Milk Union Thus, the
VDCS in an independent entity managed locally by the milk producers and assisted by
the District Milk Union.
District Cooperative Milk Producers’ Union (Dugdh Sangh)
The main functions of the Milk Union are as follows:
Procurement of milk from the Village Dairy Societies of the District Arranging
transportation of raw milk from the VDCS to the Milk Union. Providing input services to
the producers like Veterinary Care, Artificial Insemination services, cattle-feed sales,
mineral mixture sales, fodder & fodder seed sales, etc. Conducting training on
Cooperative Development, Animal Husbandry & Dairying for milk producers and
conducting specialized skill development & Leadership Development training for VDCS
staff & Management Committee members. Providing management support to the VDCS
along with regular supervision of its activities. Establish Chilling Centres & Dairy Plants
for processing the milk received from the villages.
Selling liquid milk & milk products within the District Process milk into various milk &
milk products as per the requirement of State Marketing Federation. Decide on the prices
of milk to be paid to milk producers as well on the prices of support services provided to
members.
State Cooperative Milk Federation (Federation)
The main functions of the Federation are as follows:
Marketing of milk & milk products processed / manufactured by Milk Unions.
Establish distribution network for marketing of milk & milk products.
Arranging transportation of milk & milk products from the Milk Unions to the market.
Creating & maintaining a brand for marketing of milk & milk products (brand building).
Providing support services to the Milk Unions & members like Technical Inputs,
management support & advisory services.
Pooling surplus milk from the Milk Unions and supplying it to deficit Milk Unions.
Establish feeder-balancing Dairy Plants for processing the surplus milk of the Milk
Unions.
Arranging for common purchase of raw materials used in manufacture / packaging of
milk products.
Decide on the prices of milk & milk products to be paid to Milk Unions.
Decide on the products to be manufactured at various Milk Unions (product-mix) and
capacity required for the same.
Conduct long-term Milk Production, Procurement & Processing as well as Marketing
Planning. Arranging Finance for the Milk Unions and providing them technical know-
how. Designing & Providing training on Cooperative Development, Technical &
Marketing functions. Conflict Resolution & keeping the entire structure intact.
Today, there are around 176 cooperative dairy Unions formed by 1.25 lakh dairy
cooperative societies, having a total membership of around 13 million farmers on the
same pattern, who are processing and marketing milk and milk products profitably, be it
Amul in Gujarat or Verka in Punjab, Vijaya in Andhra Pradesh or a Nandini in
Karnataka. This entire process has created more than 190 dairy processing plants spread
all over India with large investments by these farmers’ institutions. These cooperatives
today collect approximately 23 million kgs. of milk per day and pay an aggregate amount
of more than Rs.125 billion to the milk producers in a year.
Impact of the "Amul Model"
The effects of Operation Flood Programme are more appraised by the World Bank in its
recent evaluation report. It has been proved that an investment of Rs. 20 billion over 20
years under Operation Flood Programme in 70s & 80s has contributed in increase of
India’s milk production by 40 Million Metric Tonne (MMT) i.e. from about 20 MMT in
pre- Operation Flood period to more than 60 MMT at the end of Operation flood
Programme. Thus, an incremental return of Rs. 400 billion annually have been generated
by an investment of Rs. 20 billion over a period of 20 years. This has been the most
beneficial project funded by the World Bank anywhere in the World. One can continue to
see the effect of these efforts as India’s milk production continues to increase and now
stands at 90 MMT. Despite this fourfold increase in milk production, there has not been
drop in the prices of milk during the period and has continued to grow.
Due to this movement, the country’s milk production tripled between the years 1971 to
1996. Similarly, the per capita milk consumption doubled from 111 gms per day in 1973
to 222 gms per day in 2000. Thus, these cooperatives have not just been instrumental in
economic development of the rural society of India but it also has provided vital
ingredient for improving health & nutritional requirement of the Indian society. Very few
industries of India have such parallels of development encompassing such a large
population.
These dairy cooperatives have been responsible in uplifting the social & economic status
of the women folk in particular as women are basically involved in dairying while the
men are busy with their agriculture. This has also provided a definite source of income to
the women leading to their economic emancipation.
The three-tier ‘Amul Model’ has been instrumental in bringing about the White
Revolution in the country. As per the assessment report of the World Bank on the Impact
of Dairy Development in India, the ‘Anand Pattern’ has demonstrated the following
benefits: is has multi-dimensional impacts importance of getting government out of
commercial enterprises importance of market failure in agriculture
power & problems of participatory organizations importance of policy correct
Achievements of the "Amul Movement"
1. The dairy cooperatives have been able to maintain democratic structure at least at the
grass-root level with the management committee of the village level unit elected from
among the members in majority of the villages.
2. The dairy cooperatives have also been instrumental in bridging the social divide of
caste, creed, race, religion & language at the villages, by offering open and voluntary
membership.
Achievements of GCMMF
3.1 million milk producer member families
15,760 village societies
15 District Unions
9.4 million liters of milk procured per day
150 million (US$2.72 million) disbursed in cash daily
GCMMF is the largest cooperative business of small producers with an annual turnover
of 53 billion (US$959.3 million)
The Govt. of India has honored Amul with the “Best of all categories Rajiv Gandhi
National Quality Award”.
Largest milk handling capacity in Asia Largest cold chain network 48 Sales offices,
5000 wholesale distributors, 7 lakh retail outlets Export to 37 countries worth 150 crore
(US$27.15 million)
Winner of APEDA award for eleven consecutive years.
Amul brand building
GCMMF (AMUL) has the largest distribution network for any FMCG company. It has
nearly 50 sales offices spread all over the country, more than 5000 wholesale dealers and
more than 700000 retailers.
AMUL is also the largest exporter of dairy products in the country. AMUL is available
today in over 40 countries of the world. AMUL is exporting a wide variety of products
which include Whole and Skimmed Milk Powder, Cottage Cheese (Paneer), UHT Milk,
Clarified Butter (Ghee) and Indigenous Sweets. The major markets are USA, West
Indies, and countries in Africa, the Gulf Region, and SAARC neighbors, Singapore, The
Philippines, Thailand, Japan and China.
In September 2007, Amul emerged as the leading Indian brand according to a survey by
Synovate to find out Asia's top 1000 Brands.
In 2011, Amul was named the Most Trusted brand in the Food and Beverages sector in
The Brand Trust Report, published by Trust Research Advisory. rediff.com; "India's top
20 brands: Amul is No. 1"
GCMMF - An Overview
Year of Establishment 1973
Members17 District Cooperative Milk Producers' Unions (16
Members & 1 Nominal Members)
No. of Producer Members 3.18 Million
No. of Village Societies 16,117
Total Milk handling capacity
per day13.67 Million litres per day
Milk Collection (Total - 2011-
12)3.88 billion litres
Milk collection (Daily
Average 2011-12)10.6 million litres (peak 13 million)
Milk Drying Capacity 647 Mts. per day
Cattlefeed manufacturing 3690 Mts. per day
Capacity
Sales Turnover -(2011-12) Rs. 11668 Crores (US $2.5 Billion)
Amul Member Unions
1. Kaira District Cooperative Milk Producers' Union Ltd., Anand
2. Mehsana District Cooperative Milk Producers' Union Ltd, Mehsana
3. Sabarkantha District Cooperative Milk Producers' Union Ltd., Himatnagar
4. Banaskantha District Cooperative Milk Producers' Union Ltd., Palanpur
5. Surat District Cooperative Milk Producers' Union Ltd., Surat
6. Baroda District Cooperative Milk Producers' Union Ltd., Vadodara
7. Panchmahal District Cooperative Milk Producers' Union Ltd., Godhra
8. Valsad District Cooperative Milk Producers' Union Ltd., Valsad
9. Bharuch District Cooperative Milk Producers' Union Ltd., Bharuch
10. Ahmedabad District Cooperative Milk Producers' Union Ltd., Ahmedabad
11. Rajkot District Cooperative Milk Producers' Union Ltd., Rajkot
12. Gandhinagar District Cooperative Milk Producers' Union Ltd., Gandhinagar
13. Surendranagar District Cooperative Milk Producers' Union Ltd., Surendranagar
14. Amreli District Cooperative Milk Producers Union Ltd., Amreli
15. Bhavnagar District Cooperative Milk Producers Union Ltd., Bhavnagar
16. Kutch District Cooperative Milk Producers' Union Ltd., Anjar
Sales Turnover Rs (million)
US $ (in million)
1994-95 11140 355
1995-96 13790 400
Sales Turnover Rs (million)
US $ (in million)
1996-97 15540 450
1997-98 18840 455
1998-99 22192 493
1999-00 22185 493
2000-01 22588 500
Sales Turnover Rs (million)
US $ (in million)
2001-02 23365 500
2002-03 27457 575
2003-04 28941 616
2004-05 29225 672
2005-06 37736 850
Sales Turnover Rs (million)
US $ (in million)
2006-07 42778 1050
2007-08 52554 1325
2008-09 67113 1504
2009-10 80053 1700
2010-11 97742 2172
Sales Turnover Rs (million)
US $ (in million)
2011-12 116680 2500
The Product Range
Breadspreads Amul Butter, Amul Lite, Delicious Table Margarine
Cheese Range
Amul Pasteurized Processed Cheddar Cheese, Amul Processed
Cheese Spread, Amul Pizza (Mozarella) Cheese,Amul Emmental
Cheese, Amul Gouda Cheese, Amul Malai Paneer (cottage
cheese), Utterly Delicious Pizza
Fresh Milk Amul Gold Full Cream Milk 6% fat, Amul Shakti Standardised
Milk 4.5% Fat, Amul Taaza Toned Milk 3% fat,Amul Slim &
Trim, Amul Cow Milk
UHT Milk RangeAmul Gold 4.5% fat Milk, Amul Shakti 3% fat Milk, Amul Taaza
1.5% fat Milk, Amul Lite Slim-n-Trim Milk, Amul Fresh Cream
Milk Powders
Amul Full Cream Milk Powder, Amulya Dairy Whitener, Sagar
Skimmed Milk Powder, Amulspray Infant Milk Food, Sagar Tea
and Coffee Whitener
Milk Drink
Amul Kool Flavoured Milk, Amul Kool Cafe, Amul Kool
Koko,Amul Kool Millk Shaake, Amul Kool Chocolate
Milk,Nutramul Energy Drink
Health Drink Stamina Instant Energy Drink
Brown Beverage Nutramul Malted Milk Food
Curd ProductsAmul Masti Dahi (fresh curd), Amul Masti Spiced Butter
Milk,Amul Lassee, Amul Flaavyo Yoghurt
Pure Ghee Amul Pure Ghee, Sagar Pure Ghee
Sweetened
Condensed MilkAmul Mithaimate
Mithaee Range
(Ethnic Sweets)
Amul Shrikhand, Amul Mithaee Gulabjamuns, Amul
Basundi,Avsar Ladoos
Ice-cream Sundae Range, probiotic,,sugarfree and probiotic
Chocolate &
Confectionery
Amul Milk Chocolate, Amul Fruit & Nut Chocolate, Amul
Chocozoo, Amul Bindass, Amul Fundoo
Amul Head Office:
Gujarat Cooperative Milk Marketing Federation Ltd.
AmulDairyRoad,
PBNo.10,Anand-388001,
Gujarat,India.
Phone:+91-2692-258506,258507,258508,258509
Fax:+91-2692-240208
EXPORTS:
GCMMF is India's largest exporter of Dairy Products. It has been accorded a "Trading
House" status. GCMMF has received the APEDA Award from Government of India for
Excellence in Dairy Product Exports for the last 13 years.
The major export products are:
Consumer Packs
Amul UHT Milk (Long Life)
Amul Gold Extra Cream Milk
Amul Taaza Full Cream Milk
Amul Slim and Trim Milk
Amul Pure Ghee
Amul Mithaee Gulabjamun
Nutramul Brown Beverage
Amul Fresh Cream
Amul Kool Beverages
Flavoured Milk
Butter Milk
Lassee
Amulspray
Amul Butter
Amul Shrikhand
Amul Cheese
Amul Malai Paneer
Amul Ice Cream
Bulk Packs
Amul Skimmed Milk Powder
Amul Full Cream Milk Powder
OBJECTIVE OF THE STUDY
The problem of the research was how better we can analyses the “Market analysis of Amul
masti Dahi”
The purposes for which the study is undertaken are:
1. To find out the image of Amul Masti Dahi.
2. To assess the awareness about Amul Masti Dahi qualities.
3. To obtain the opinion of customers t about Amul Masti Dahi with
reference of price…….
4. To know that what does Customer looks for while buying Dahi.
5. To know the impact of advertisement and promotion on consumer buying
behavior.
6. To find out impact schemes on consumer buying decision.
7. To make a comparative analysis of Amul & Nestle on the parameter
8. To make the suitable suggestion on the basis of it.
INTRODUCTION ON TOPIC
Importance of amul masti dahi:
Masti Dahi
AMUL MASTI DAHI is made from Pasteurized Toned Milk
Why Dahi?
• Dahi or Curd plays a key role in the Indian diet and in preparation of delicious dishes
like Dahi Wada, Dahi Batata Puri, Dahi Rice, Dahi Idli, Dahi Raita, Kadhi and Muglai
Food.
• It is ideal meal accompaniment and is delicious as well as nutritious by itself too. It is
also used to marinate veg. and non veg. dishes.
• Dahi is well known for its nutritive values.
• The answer to making great tasting dishes is fresh, creamy and good quality dahi –
“Amul Masti Dahi.”
Why “AMUL MASTI” Dahi?
• Making fresh Dahi is cumbersome, time consuming chore and can cause great
embarrassment to the house wife when it is not prepared properly.
• 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.
• 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 MASTI DAHI is prepared with selected culture having pro health bacteria. The
culture is developed after in depth research.
Superiority of Amul Masti Dahi
• Amul Masti Dahi is prepared from purest, freshest pasteurized milk and it is free from
added sugar.
• What’s more, Amul Masti Dahi doesn’t contain any preservatives.
• Amul Masti Dahi is prepared from certified and selected bacterial culture which gives
excellent curd.
• Amul Masti Dahi is hygienically processed and packed in a reusable plastic tub as well
as convenient pouch and thus free from possible adulteration.
• Amul Masti Dahi is high on nutrition and taste.
• Thick, creamy Amul Masti Dahi has a rich, glossy texture. Food tastes even more
delicious at the snap of your fingers.
• The live micro flora in Amul Masti Dahi helps the digestive system and enhances the
immune system’s ability to fight harmful organisms. It improves the body’s natural
defenses and helps keep the body functioning at its best.
• Amul Masti Dahi having a probiotic nature contains live bacterial culture which
increases milk digestibility, quickens recovery from certain types of diarrhea, skin
infections, enhances immune function of the body and encourages the body to function in
the best possible and most natural way.
• Amul Masti Dahi contains all goodness of milk such as proteins, carbohydrates, fats,
calcium, phosphorous, magnesium, zinc, iodine and vitamins.
• Lactic acid in Amul Masti Dahi is helpful in absorption and utilization of calcium.
• Amul Masti Dahi is a quality product from the house of “Amul” at affordable price
which gives “value for money”.
• Amul Masti Dahi is widely available in: Gujarat, Delhi & NCR, Western UP, Mumbai,
Pune, Nagpur, Raipur, Udaipur, Jodhpur, Jaipur, Indore, Bhopal, Chennai, Banglore.
PROBLEM FACED BY COMPANY IN MARKET
As the market share of the Amul Masti Dahi is not up to the mark that company wants, they are
facing tough competition from local companies like Mother Dairy, Nestle. Company wants to
know what common consumer thinks about Amul masti dahi and what they expect from
their family brand i.e. Amul.
What does company expects to do by solving the problem?
Every company expect something for which it conducts research and try to solve the problem, here
also by this project” To Market Analysis of masti Dahi ”.
Price sensitivity of the consumer.
To know the expectations of the consumers.
Preference of the consumer.
Effect of advertisement on consumer buying behavior.
To more about their competitors strategies .Ex- Nestle, Mother dairy ,
Parag Gyan etc
Why this project was undertaken?
Amul is doing very good in metros. Company wants to know the view of customers about
Amul Masti Dahi.
Problem Environment
Company wanted to achieve largest market share and also wanted to notch top slot in the
Market Company wanted to know what is lacking in their service and product part,
which is resulting in losing market share to competitor’s brands.
MARKETING
Marketing is an ongoing process of planning and executing the marketing mix (Product,
Price, Place, Promotion often referred to as the 4 Ps) for products, services or ideas to
create exchange between individuals and organizations.Marketing tends to be seen as a
creative industry, which includes advertising, distribution and selling. It is also concerned
with anticipating the customers' future needs and wants, which are often discovered
through market research.Essentially, marketing is the process of creating or directing an
organization to besuccessful in selling a product or service that people not only desire,
but are willing to buy.
Therefore good marketing must be able to create a "proposition" or set of benefits for the
end customer that delivers value through products or servicesA market-focused, or
customer-focused, organization first determines what its potential customers desire, and
then builds the product or service. Marketing theory and practice is justified in the belief
that customers use a product or service because they have a need, or because it provides a
perceived benefit.
Two major factors of marketing are the recruitment of new customers (acquisition) and
the retention and expansion of relationships with existing customers (base managemet ).
Once a marketer has converted the prospective buyer, base management
marketing takes over. The process for base management shifts the marketer to building a
relationship, nurturing the links, enhancing the benefits that sold the buyer in the first
place, and improving the product/service continuously to protect the business from
competitive encroachments.
MARKETING STRATEGY
A marketing strategy serves as the foundation of a marketing plan. A marketing plan
contains a list of specific actions required to successfully implement a specific marketing
strategy. An example of marketing strategy is as follows: "Use a low cost product to
attract consumers.
Once our organization, via sell additional, higher-margin products and services that
enhance the consumer's interaction with the low-cost product or service. “A strategy is
different than a tactic. While it is possible to write a tactical marketing plan without a
sound, well-considered strategy, it is not recommended. Without a sound marketing
strategy, a marketing plan has no foundation. Marketing strategies serve as the
fundamental underpinning of marketing plans designed to reach marketing objectives. It
Is important that these objectives have measurable results. A good marketing strategy
should integrate an organization's marketing goals, policies, and action sequences
(tactics) into a cohesive whole. The objective of a marketing strategy is to provide a
foundation from which a tactical plan is developed. This allows the organization to carry
out its mission effectively and efficiently.
MARKETING RESEARCH
Marketing research, or market research, is a form of business research and is generally
divided into two categories: consumer market research and business-to-business (B2B)
market research, which was previously known as industrial marketing research.
Consumer marketing research studies the buying habits of individual people
whilebusiness-to-business marketing research investigates the markets for products sold
by one business to another.
Consumer market research is a form of applied sociology that concentrates on
understanding the behaviours, whims and preferences, of consumers in a market-based
economy, and aims to understand the effects and comparative success of marketing
campaigns. The field of consumer marketing research as a statistical science was
pioneered by Arthur Nielsen with the founding of the ACNielsen Company in 1923.Thus
marketing research is the systematic and objective identification, collection,analysis,
and dissemination of information for the purpose of assisting management in decision
making related to the identification and solution of problems and opportunities in
marketing.
CHARACTERSTICS OF MARKETING RESEARCH
Marketing research is systematic : Thus systematic planning is required at all the
stages of the marketing research process. The procedures followed at each stage are
methodologically sound, well documented, and, as much as possible, planned in advance.
Marketing research uses the scientific method in that data are collected and analyzed to
test prior notions or hypotheses.
Marketing research is objective:
It attempts to provide accurate information that reflects a true state of affairs. It should
be conducted impartially. While research is alwaysinfluenced by the researcher's
research philosophy, it should be free from the personal or political biases of the
researcher or the management. Research which is motivated by personal or political gain
involves a breach of professional standards. Such research is deliberately biased so as to
result in predetermined findings. The motto of every researcher should be, "Find it and
tell it like it is." The objective nature of marketing research underscores the importance
of ethical considerations, which are discussed later in the chapter.
Marketing research involves the identification,collection, analysis and
dissemination of information:Each phase of this process is important. We identify
or define the marketing research problem or opportunity and then determine what
information is needed to investigate it. Because every marketing opportunity translates
into a research problem to be investigated, the terms "problem" and "opportunity" are
used interchangeably here. Next, the relevant information sources are identified and a
range of data collection methods varying in sophistication and complexity are evaluated
for their usefulness. The data are collected using the most appropriate method; they are
analyzed, interpreted, and inferences are drawn. Finally, the findings, implications and
recommendations are provided in a format that allows the information to be used for
management decision making and to be acted upon directly. It should be emphasized that
marketing research is conducted to assist management in decision making and is not: a
means or an end in itself. The next section elaborates on this definition by classifying
different types of marketing research.
COMPARISON WITH OTHER FORMS OF BUSINESS RESEARCH
Other forms of business research include:
Market Research: Market research is broader in scope and examines all aspects of
abusiness environment. It asks questions about competitors, market structure,
government regulations, economic trends, technological advances, and numerous other
factors that make up the business environment (see environmental scanning). Sometimes
the term refers more particularly to the financial analysis of companies, industries, or
sector. In this case, financial analysts usually carry out the research and provide the
results to investment advisors and potential investors
Product research: This looks at what products can be produced with available
technology, and what new product innovations near-future technology can develop (see
new product development).
Advertising research: is a specialized form of marketing research conducted to
improve the efficacy of advertising. Copy testing, also known as "pre-testing," is a form
of customized research that predicts in-market performance of an ad before it airs, by
analyzing audience levels of attention, brand linkage, motivation, entertainment, and
communication, as well as breaking down the ad’s flow of attentionand flow of
emotion. Pre-testing is also used on ads still in rough (ripomatic or animatic) form.
CLASSIFICATION OF MARKETING RESEARCH
Organizations engage in marketing research for two reasons: (1) to identify and (2)
solve marketing problems. This distinction serves as a basis for classifying marketing
research into problem identification research and problem solving research.Problem
identification research is undertaken to help identify problems which are, perhaps, not
apparent on the surface and yet exist or are likely to arise in the future. Examples of
problem identification research include market potential, market share,brand or
company image, market characteristics, sales analysis, short-range forecasting, long
range forecasting, and business trends research. A survey of companies conducting
marketing research indicated that 97 percent of those who responded were conducting
market potential, market share, and market characteristics research. About 90 percent also
reported that they were using other types of problem identification research. Research of
this type provides information about the marketing environment and helps diagnose a
problem. For example, a declining market potential indicates that the firm is likely to
have a problem achieving its growth targets. Similarly, a problem exists if the market
potential is increasing but the firm is losing market share. The recognition of economic,
social, or cultural trends, such as changes in consumer behavior, may point to underlying
problems or opportunities. The importance of undertaking problem identification research
for the survival and long term growth of a company is exemplified by the case of PIP
printing company.
Once a problem or opportunity has been identified, as in the case of PIP, problem solving
research is undertaken to arrive at a solution. The findings of problem solving research
are used in making decisions which will solve specific marketing problems. More than
two-thirds of companies conduct problem solving research.
Standardized services are research studies conducted for different client firms but in a
standard way. For example, procedures for measuring advertising effectiveness have been
standardized so that the results can be compared across studies and evaluative norms can
be established. The Starch Readership Survey is the most widely used service for
evaluating print advertisements; another well-known service is the Gallup and Robinson
Magazine Impact Studies. These services are also sold on a syndicated basis.
Customized services offer a wide variety of marketing research services customized
to suit a client's specific needs. Each marketing research project is treated uniquely. Some
marketing research firms that offer these services include Burke Marketing Research,
Market Facts, Inc., and Elrick & Lavidge.
Limited-service suppliers specialize in one or a few phases of the marketing
research project. Services offered by such suppliers are classified as field services, coding
and data entry, data analysis, analytical services, and branded products. Field services
collect data through mail, personal, or telephone interviewing, and firms that specialize in
interviewing are called field service organizations. These organizations may range from
small proprietary organizations which operate locally to large multinational organizations
with WATS line interviewing facilities. Some organizations maintain extensive
interviewing facilities across the country for interviewing shoppers in malls.
Coding and data entry services include editing completed questionnaires,
developing a coding scheme, and transcribing the data on to diskettes or magnetic tapes
for input into the computer. NRC Data Systems provides such services.
Analytical services include designing and pretesting questionnaires, determining the
best means of collecting data, designing sampling plans, and other aspects of the research
design. Some complex marketing research projects require knowledge of sophisticated
procedures, including specialized experimental designs, and analytical techniques such as
conjoint analysis and multidimensional scaling. This kind of expertise can be obtained
from firms and consultants specializing in analytical services.
Data analysis services are offered by firms, also known as tab houses, that specialize
in computer analysis of quantitative data such as those obtained in large surveys. Initially
most data analysis firms supplied only tabulations (frequency counts) and cross
tabulations (frequency counts that describe two or more variables simultaneously). With
the proliferation of software many firms now have the capability to analyze their own
data, but, data analysis firms are still in demand.
Branded marketing research products and services are specialized data
collection and analysis procedures developed to address specific types of marketing
research problems. These procedures are patented, given brand names, and marketed like
any other branded product.
TYPES OF MARKETING RESEARCH
Marketing research techniques come in many forms, including:
Ad Tracking : periodic or continuous in-market research to monitor a brand’s
performance using measures such as brand awareness, brand preference, and product
usage. (Young, 2005)
Advertising Research:used to predict copy testing or track the efficacy of
advertisements for any medium, measured by the ad’s ability to get
attention,communicate the message, build the brand’s image, and motivate the consumer
to purchase the product or service.
Brand equity research: how favorably do consumers view the brand?
Brand name testing: what do consumers feel about the names of the products?
Commercial Eye Tracking Research: examine advertisements, package designs,
websites, etc by analyzing visual behavior of the consumer.
Concept testing: to test the acceptance of a concept by target consumers
Coolhunting: to make observations and predictions in changes of new or existing
cultural trends in areas such as fashion, music, films, television, youth culture and
lifestyle
Buyer decision processes research: to determine what motivates people to buy
and what decision-making process they use
Copy testing: predicts in-market performance of an ad before it airs by analyzing
audience levels of attention, brand linkage, motivation, entertainment, and
communication, as well as breaking down the ad’s flow of attention and flow of emotion.
(Young, p 213)
Customer satisfaction research: quantitative or qualitative studies that yields an
understanding of a customer's of satisfaction with a transaction
Demand estimation: to determine the approximate level of demand for the product
Distribution channel audits: to assess distributors’ and retailers’ attitudes toward a
product, brand, or company
Internet strategic intelligence: searching for customer opinions in the Internet:
chats, forums, web pages, blogs... where people express freely about their experiences
with products, becoming strong "opinion formers"
Marketing effectiveness and analytics: Building models and measuring results to
determine the effectiveness of individual marketing activities.
Mystery Consumer or Mystery shopping: An employee or representative of the
market research firm anonymously contacts a salesperson and indicates he or she is
shopping for a product. The shopper then records the entire experience. This method is
often used for quality control or for researching competitors' products.
Positioning research: how does the target market see the brand relative to
Competitors ? - what does the brand stand for?
Price elasticity testing: to determine how sensitive customers are to price changes
Sales forecasting : to determine the expected level of sales given the level of demand.
With respect to other factors like Advertising expenditure, sales promotion etc.
Segmentation research : to determine the demographic,psychographic, and
behavioural characteristics of potential buyers
Online Panal: a group of individual who accepted to respond to marketing research
online
Store audit : to measure the sales of a product or product line at a statistically selected
store sample in order to determine market share, or to determine whether a retail store
provides adequate service
Test marketing : a small-scale product launch used to determine the likely acceptance
of the product when it is introduced into a wider market
Viral Marketing Research : refers to marketing research designed to estimate the
probability that specific communications will be transmitted throughout an individuals
Social Network.Estimates of Social Network Production (SNP) are combined with
estimates of selling effectiveness to estimate ROI on specific combinations of messages
and media.
All of these forms of marketing research can be classified as either problem-identification
research or as problem-solving research.A company collects primary research by
gathering original data. Secondary research is conducted on data published previously
and usually by someone else. Secondary research costs far less than primary research, but
seldom comes in a form that exactly meets the needs of the researcher.
A similar distinction exists between exploratory research and conclusive research.
Exploratory research provides insights into and comprehension of an issue or situation.
It should draw definitive conclusions only with extreme caution. Conclusive research
draws conclusions: the results of the study can be generalized to the whole
population.Exploratory research is conducted to explore a problem to get some basic idea
about the solution at the preliminary stages of research. It may serve as the input to
conclusive research. Exploratory research information is collected by focus group
interviews, reviewing literature or books, discussing with experts, etc. This is
unstructured and qualitative in nature. If a secondary source of data is unable to serve the
purpose, a convenience sample of small size can be collected. Conclusive research is
conducted to draw some conclusion about the problem. It is essentially, structured and
quantitative research, and the output of this research is the input to management
information system(MIS).
Exploratory research is also conducted to simplify the findings of the conclusive
ordescriptive research, if the findings are very hard to interpret for the marketing
manager.
MARKETING RESEARCH METHODS
Methodologically, marketing research uses the following types of research designs:
Based on questioning:
Qualitative marketing research: generally used for exploratory purposes - small
number of respondents - not generalizable to the whole population - statistical
significance and confidence not calculated - examples include focus groups, in-depth
interview and projective techniques
Quantitative marketing research: generally used to draw conclusions - tests a
specific hypothesis uses random sampling techniques so as to infer from the sample to the
population - involves a large number of respondents - examples include surveys and
questionnaires. Techniques include choice modelling maximum difference preference
scaling andcovariance analysis.
Based on observations:
Ethenographic studies: by nature qualitative, the researcher observes social
phenomena in their natural setting - observations can occur cross-sectionally
(observations made at one time) or longitudinally (observations occur over several time-
periods) - examples include product-use analysis and computer cookie traces. See also
Ethnography and Observational techniques.
Experimental techniques : by nature quantitative, the researcher creates a quasi-
artificial environment to try to control spurious factors, then manipulates at least one of
the variables - examples include purchase laboratories and test markets. Researchers
often use more than one research design. They may start with secondary research to get
background information, then conduct a focus group (qualitative research design) to
explore the issues. Finally they might do a full nation-wide survey (quantitative research
design) in order to devise specific recommendations for the client.
Advertising Research
Ideation / brainstorming for creative inputs
Testing creative concepts and positioning platforms
Testing of creative execution
Creative development studies
Brand Research:
Usage & Attitude
Motivation study
Segmentation & Positioning
Value & lifestyle studies
Buying behavior
Triggers and barriers
Brand equity
We also aid the creation of new products, identifying successfully the present need gaps
in the market. Some of these are:
Product Research:
New Product Testing
Testing of product concepts
Assessment of reaction to product post usage
Product Design Research:
Ideation & brainstorming
New product ideas/ modification
Tools For Successful Analysis:
Qualitative: Some of the techniques that we use as per the demands of the research
question for successful data collections are:
Laddering
Role play
Anthromorphisation
Thematic Apperception Tests (modified)
Shop simulation
Perceptual location
Sorting / triads
Picture association
Story telling
QUANTITATIVE:
Outlined below are some of our quantitative offerings:
Brand tracking and modeling
Multiple segmentation & positioning
Value analysis & segmentation
Benefit / attitudinal segmentation & positioning
Product / service design
Pricing study & simulation
Ad pre-test
New product research
Image measurement
Customer satisfaction audits
Employee satisfaction studies
Service quality audits
Retail shop image modeling
Market share & demand forecasting
Tools For Successful Analysis:
Quantitative: Below are some of the techniques that we use as per the demands of the
Research question for successful data collections:
Trade off analysis / simulation
Conjoint analysis (brand price trade-off)
Factor / cluster analysis
Multiple regression
ANOVA
Multiple discriminate analysis
EVALUATOR:
This necessitates the use of both qualitative as well as quantitative methodology in
Order to define price value structure in a category and helps product line definition
And price optimization.
ICE (Intense Consumer Experience):
This is basically a qualitative positioning tool to identify positioning (attitude –
Emotion – benefit) options based on the stages / intensity in the Consumer
Experience Cycle. It uses as a corner stone Systematic Desensitization techniques and
Collage.
NAME SHOP:
This is a specialized qualitative methodology for brand name testing which probes
‘Hidden Dimensions’ of brand names to match brand ‘desired equity’.
BRAND SHOP:
This comprises of a Semiotic approach, which consists of the deconstruction of brand
identity in context of culture, category and competition. It provides brand diagnostics
And brand reconstruction. Though it is primarily qualitative in methodology, it can
be Ratified through the BVM.
RESEARCH METHODOLOGY
RESEARCH METHODOLOGY MEANING & DEFINITION:
Research in common parlance to a search for knowledge. One can also define reearch
as a scientific and systematic research for pertinence information on a specific topic.
In fact, research is an art of scientific investigation.
Research can be defined as “logical and systematic application of the fundamentals
Of science to the general and overall questions of a study, and scientific techniques
Which provide precise tools, specific procedures and technical, rather than
philosophical means for getting and ordering he data prior to their logical and
Manipulation”.
TYPES OF RESEARCH:
The basic types of research are as follows:
Descriptive vs. Analytical: Descriptive research includes surveys and fact-
Finding enquires of different kinds. The majorThe major purpose of research is
Description of the state of affairs, as it exists at present. In social science and business
Research we quite often use the term Ex-post facto research for descriptive research
Utilized in descriptive research is survey method of all kinds, including comparative
And correlation methods. In analytical research on the other hand, the researcher
has
To use facts or information already available, and analyze these to make a critical
Evaluation of the material.
Applied vs. Fundamental: Research can either be applied (or action) research
Or fundamental (or basic or pure) research. Applied research aims at finding a
Solution for an immediate problem facing society or an industrial/business
Organization, where as fundamental research is mainly concerned with
Generalization and with the formulation of the theory.
Quantitative vs. Qualitative: Quantitative research is based on the
Measurement of quantity or amount. It is applicable to phenomena that can be
Expressed in terms of quantity. Qualitative research, on the other hand, is concerned
With qualitative phenomena relating to or involving quality or kind. For instance,
When we are interested in investigating the reasons for human behavior (i.e., why
People think or do certain things), we quite often talk of ‘Motivation Research’, an
Important type of qualitative research. Other techniques of such research are word
Association tests, sentence completion tests and similar other projective techniques.
Conceptual vs. Empirical: Conceptual research is that related to some abstract
Idea(s) or theory. Philosophers and thinkers to develop new concepts or to reinterpret
Existing ones generally use it. On the other hand, empirical research relies on
Observation alone, often without due regard for system and theory. It is databased
Research, coming up with conclusions, which are capable of being verified by
Observation or experiment. We can also call it as experimental type of research.
TYPES OF DATA AND DATA COLLECTION METHOD
There are mainly two types of data:
PRIMARY DATA: Primary Data are those data which are collected a fresh and
for the first time, and thus happen to be original in character.
We collect primary data during the experiments in an experimental research but in
case we do research of the descriptive type and perform surveys, whether sample
surveys or census surveys, then we can obtain primary data.
Method of collecting Primary Data:
Observation Method
Interview Method
Through Questionnaires
Through Schedules
Through Projective Techniques
Through Survey Method
SECONDARY DATA: Secondary Data are those, which have already been
Collected by someone else and which have already been passed through the statistical
Process. Secondary data means data that are already available i.e., they refer to the data,
which Have already been collected and analyzed by some one else. When the researcher
utilizes Secondary data, then he has to look into various sources from where he can
obtain them. In this case he is certainly not confronted with the problems that are usually
associated With collection of original data.
Secondary Data may either be published data or unpublished data.
PLAN OF ANALYSIS
OBJECTIVE
The objective is to present a brief view of retailers and customer of Amul products and
also to study in Lucknow .
BRIEF
GCMMF (Gujraat Cooperative Milk Marketing Federation). has been given this project
to conduct a study on all shops which are retailing in Dairy products. The main aim of
this study is to analyze and understands the potential of the retails shops in different areas
in the Lucknow.
This project consists of many phases. First phase, which takes place before project
has been started, was selection of the locations for the study in delhi. Selection of the
Locations or areas was only based on shopping pattern of the customer, where the
Customer’s shopping pattern is fixed. So, on the basis of fixed shopping pattern locations
that were selected are as follows:.
1-Kalyanpur
After, selecting the locations collection of data was the second phase of the project
Que:Total sales of packed dahi per day
Total_Sales
Frequency Percent Valid PercentCumulative
PercentValid 0.8kg 1 3.4 3.4 3.4
1.2kg 1 3.4 3.4 6.91.6kg 5 17.2 17.2 24.11.8kg 2 6.9 6.9 31.01kg 1 3.4 3.4 34.52.`4kg 1 3.4 3.4 37.92.4kg 5 17.2 17.2 55.22.6kg 1 3.4 3.4 58.62kg 4 13.8 13.8 72.43.2kg 2 6.9 6.9 79.33.6kg 2 6.9 6.9 86.23.8kg 1 3.4 3.4 89.73kg 2 6.9 6.9 96.64kg 1 3.4 3.4 100.0Total 29 100.0 100.0
4kg3kg3.8kg3.6kg3.2kg2kg2.6kg2.4kg2.̀ 4kg1kg1.8kg1.6kg1.2kg0.8kg
Total_Sales
Note:In the above figure, shows the total sales of packed dahi of different brand.
Que:Amul Dahi of Availability in Packed Dahi.
Frequency Percent Valid PercentCumulative
PercentYes 29 100.0 100.0 100.0
Yes
Amul_Dahi_availability
Note:In this figure it shows that,amul packed dahi is completely available in all the market.
Que:Amul Masti Dahi Demand
Amul _Demand
Frequency Percent Valid PercentCumulative
PercentValid 1 3.4 3.4 3.4
.4kg 1 3.4 3.4 6.9
.6kg 8 27.6 27.6 34.5
.8kg 8 27.6 27.6 62.10 5 17.2 17.2 79.31.2kg 1 3.4 3.4 82.81.6kg 1 3.4 3.4 86.21kg 4 13.8 13.8 100.0Total 29 100.0 100.0
1kg1.6kg1.2kg0.8kg.6kg.4kg1
Amul _Demand
Note:In the above figure shows the amul packed dahi demand in the market,from the figure 1.6 kg
is more demandable value which means the sale of 1.6 kg packed dahi per day.
Que:Gyan demand of packed dahi.
Frequency Percent Valid PercentCumulative
PercentValid .4kg 1 3.4 3.4 3.4
.600g 1 3.4 3.4 6.9
.6kg 1 3.4 3.4 10.3
.8kg 2 6.9 6.9 17.20 1 3.4 3.4 20.70.8kg 1 3.4 3.4 24.11.2kg 5 17.2 17.2 41.41.4kg 3 10.3 10.3 51.71.6kg 1 3.4 3.4 55.21kg 7 24.1 24.1 79.32.4kg 1 3.4 3.4 82.82.5kg 1 3.4 3.4 86.22kg 4 13.8 13.8 100.0
Total 29 100.0 100.0
2kg2.5kg2.4kg1kg1.6kg1.4kg1.2kg0.8kg0.8kg.6kg.600g.4kg
Gyan_Demand
Note:In the above figure show that,maximum value of retailors sells 1.2 kg of packed dahi and
second highest value of retailors sells 1.4 kg of packed dahi this shows the demand of gyan packed
dahi.
Que:Parag demand of packed dahi.
Parag_Demand
Frequency Percent Valid PercentCumulative
PercentValid .2kg 1 3.4 3.4 3.4
.4kg 3 10.3 10.3 13.8
.6kg 3 10.3 10.3 24.1
.8kg 6 20.7 20.7 44.80 13 44.8 44.8 89.71.2kg 1 3.4 3.4 93.11kg 2 6.9 6.9 100.0Total 29 100.0 100.0
1kg1.2kg0.8kg.6kg.4kg.2kg
Parag_Demand
Note:In the above figure shows the demand of packed dahi of parag, 1 retailor sells the highest
quantity of dahi i.e 1.2 kg and 13 retailors who don’t sells the parag packed of dahi.
Que:Sale of sweet dahi demand
Frequency Percent Valid PercentCumulative
PercentValid 1 3.4 3.4 3.4
.4kg 10 34.5 34.5 37.9
.6kg 8 27.6 27.6 65.5
.8kg 1 3.4 3.4 69.00 4 13.8 13.8 82.80.4kg 2 6.9 6.9 89.71kg 3 10.3 10.3 100.0Total 29 100.0 100.0
1kg0.4kg0.8kg.6kg.4kg1
Sales _of _sweet_Dahi
Note:In the above figure shows that,highest number of reatailors sells .4 kg sells sweet dahi per
day and lowest number of retailors sells .8 kg and 1 kg of sweet dahi per day.
Que:Sales of plain dahi demand
Frequency Percent Valid PercentCumulative
PercentValid 1 3.4 3.4 3.4
0.4k 1 3.4 3.4 6.91.2kg 4 13.8 13.8 20.71.4kg 2 6.9 6.9 27.61.6kg 4 13.8 13.8 41.41.8kg 1 3.4 3.4 44.81kg 3 10.3 10.3 55.22.2kg 2 6.9 6.9 62.12.4kg 2 6.9 6.9 69.02.6kg 1 3.4 3.4 72.42kg 4 13.8 13.8 86.23kg 4 13.8 13.8 100.0
Total 29 100.0 100.0
3kg2kg2.6kg2.4kg2.2kg1kg1.8kg1.6kg1.4kg1.2kg0.4k1
Sales _of _Plain_Dahi
Note:In the above figure shows that the highest number of retailors sells 1.2kg,2kg,3kg of plain
dahi and lowest number of retailors sells 0.4 kg,1kg,2.6kg of plain dahi per day and 1 retailor sells
the highest quantity of sales of plain dahi i.e 1.8 kg.
Que:More demanadable brand of packed dahi
More_damanded_Brand
Frequency Percent Valid PercentCumulative
PercentValid Gyan 28 96.6 96.6 96.6
Parag 1 3.4 3.4 100.0Total 29 100.0 100.0
ParagGyan
More_damanded_Brand
Note:This figure shows the highest demand of packed dahi according from above chart it shows
that gyan is more demandable than amul and parag in Kalyanpur area.
Que:High demand of packed dahi
High_demand(sweet/Plane)
Frequency Percent Valid PercentCumulative
PercentValid Plain 29 100.0 100.0 100.0
Plain
High_demand(sweet/Plane)
Note:In this it shows that plain dahi is more demandable than sweet dahi.
FINDINGS AND INTERPRETATION
Based on consumers survey report
High brand awareness 92%
On the basis of customer survey report most of the respondent was from middle
and higher middle class.
Gyan curd is rolling almost three times more than Amul Masti Dahi because of its
quality, availability and more number of product range.
Most of the respondents buy the products based on the quality Gyan is the market
leader
Brand loyalty plays an important role for purchasing the product
Most of the respondent have expressed that proper advertisement isnecessary to
create demand in the market.
SUGGESTIONS
Since the set curd is consumed by upper class and upper middleclass,
company must go for the verities of products like sugar freecurd for old age people,
slim curd for teen age with differentflavour.
Company should provide commercial refrigeration supply to keepthe product in set form
The product needs advertisement to create the brand value.Availability of the product in
the shop is the most important factor.
There is always a complaint from the distributors regarding supply
shortage from the company which can be checked by centralizingthe distribution
channel .in such case if the distributors does nothave proper stock to supply the
product in the required retail shopthen the problem can be solved by taking it from
the otherdistributor of the Amul company which is nearby to their place.
There is no doubt that Amul curd is a brand name, but it shouldcreate brand identity.
Company should provide expiry replacement facility to the retailers, which will
keeping the stock
Supply should be regular to all the outlets including those that liein the pocket roads and
not just in the outlets which lie on theeasily accessible routes.
Amul has a relatively good distribution network, but still companyis not able to fulfill the
demand of outlet in the peak season whendemand is very high. Here company should
consider on the supplyof product in the peak season.
Only fresh product should be supply in the outlet. The main causeof the supply of fresh
product is that customer always wants freshproduct. They don¶t want to take 3 or 4 days
old product.
CONCLUSION
This project was of great importance to me, I have learnt a lot in this project, As we
know that Amul is a very big organization and market leader in dairy products. It has
maximum market share in Milk, Butter and Cheese, which are its main/core products but
curd industry is also a profitable industry and the company cannot ignore it. With the help
of research, company can find out its week points in curd and can increase its market
share through rectify mistakes. Finally I hearby conclude by saying that I was really
privileged to work in the company like Amul and had got such a real time exposure of
FMCG company.
BIBLIOGRAPHY:
MARKETING MANAGEMENT AUTHOR (PHILIP KOTLER)
PRINCIPLES OF MARKETING C.A SONTAKKI
BASIC MARKET PRINCIPLE AND MARKETING TOM CANNON
PUBLISHED BY CASELL PUBLISHERS LTD.
WEBLIOGRAPHY:
www.Amul.co m
www.google.com
