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1
C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.
PREFACE
As a part of curriculum and to be familiar with the real depth and wide span
of the industry every student at the MBA is required to undergo intensive training
of the field of business.
My interest is in Fast Moving Consumer Goods (FMCG) so I selected the
Gujarat Co-operative Milk Marketing Federation Limited (GCMMFL), a
marketing unit of AMUL India Limited as the most suitable place for training.
GCMMF – the dream incarnate of Dr. V. Kurien, milk man of India, with its
sound infrastructure and nation wide network enjoys supremacy in the field of
Dairy Products.
As a part of my project I undergo to a marketing research work to find out
Retailer‟s Satisfaction in terms of Product Quality, Brand Name, Services,
Behavior, POP Support, Replacement, Product Condition on delivery by WD
(Wholesaler/Distributor) of Amul‟s Ice-cream Products. Scientifically authentic
analysis of Satisfaction Level of the Retailers and find out the reasons, which lead
to dissatisfaction were also a part of my study and survey. To compete with other
large players in the field I have recommended some suggestion in my project.
During this whole summer training I got a lot of experience in the field
of sales and marketing and came to know about the management practices in real
that how it differs from those of theoretical knowledge and the practically in the
real life.
JATIN SHAH
2
C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.
ACKNOWLEDGEMENT
I would like to present this project report to Gujarat Co-operative Milk
Marketing Federation Limited, Anand. As a student of C. K. Shah Vijapurwala
Institute Of Management (CKSVIM), VADODARA, I would like to express my
sincere thanks to all those who helped me during my whole training programme.
I express a heart felt sense to of gratitude to Mr. Nadvijaysinh Gohil, Sr.
Executive of HRD and Administration department who gave me the opportunity of
training. Without their encouragement my project would not have been possible.
Words are insufficient to express my gratitude toward Mr. Nimit Doshi, the HOD
of Marketing Department, who arranged my whole training programme.
I cannot prevent myself from thanking to Mr. Dhaval Parikh, Sales
Manager AMUL India Ltd., Anand who helped me in the submission of a project
application and motivated me during my project.
I expressed sense of gratitude to my Director Dr. Rajesh Khajuria and Mr.
Prakash Patel, faculty member, CKSVIM, Vadodara, for having spared his
valuable time with me for all the guidance given in executing the project as per
requirements of University.
Last but not least, I would like to record my deepest sense of gratitude to my
friends for their support and constant encouragement.
However, I accept the sole responsibility for any possible error of omission
and would be extremely to the readers of this project report if they bring such
mistakes to my notice.
JATIN SHAH
3
C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.
EXECUTIVE SUMMARY
The objective of this project is to find out the market share of AMUL ice-
cream in comparison to the other brands of ice-cream in Nadiad city. It also looked
in the different factor of stocking decision to the product in the retail outlets. To do
that in an efficient way I decide a sample size of 50 retailers and further they are
divided into three zone wise clusters as the city‟s geographical background, so we
can have the accurate and unbiased result.
To get accurate finding I have used Questionnaire as a tool of data
collection, which is designed as per the requirement of information. The sampling
design was used convenience sampling. The process of analysis was done through,
frequency table, percentage, average, graphs and pie charts.
My objectives of the study is:
◙ To estimate market share of AMUL ice-cream in comparison to other
competitor brand.
◙ To collect detailed information about the Brand Name, WD Behavior,
Service provided, Product Availability, POP Support, ROI, Replacement,
Consumer Demand, Quality of different Brand of ice-cream.
◙ To collect the information about the frequency of delivery of different
brand of ice-cream to retailers.
◙ To collect suggestion provided by the outlets to the company for
improvement of AMUL ice-cream.
◙ To assess satisfaction level of retailers stocking and selling of AMUL ice-
cream.
The Ice-cream come under FMCG industry and the company associated with
this product are AMUL, Vadilal, Havmor and other local brands, Among them
AMUL is India‟s leading Dairy product company. In this research I found that,
4
C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.
Although AMUL ice-cream has a strong position in the market but their Service,
Replacement, and Product availability is poor in comparison to other brands like
Vadilal and Havmor.
I also found that customer level of acceptance towards the AMUL products
is very high but due to poor service, like whatever the product is not delivered
timely, replacement is not done, there ware less cup and spoon in the packet
sometime and also not provide an extra spoon. So, due to all this problem retailers
are unsatisfied.
5
C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.
CONTANTS Of PROJECT
Sr. No. Chapter Name
1 Preface
2 Acknowledgement
3 Executive Summary
4 Contents
5 Industry Profile
6 Organization Profile
7 Project Profile
8 Introduction
9 Objectives Of The Study
10 Significance Of The Study
11 Survey Methodology
12 Detail Findings
13 Present Business Scenario
14 Suggestion
15 Conclusion Annexure:
1. Map of Nadiad City.
2. Survey Questionnaire.
3. Retail Outlets List.
4. Bibliography
6
C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.
INDUSTRY
PROFILE
7
C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.
Dairy Industry: In a Globe
The U. S. Farm Bill 2002, titled the Farm Security and Rural Investment Act of
2002 and signed by the US President George Bush, provides for continuation of
the existing Milk Price Support Program. This would further depress international
prices of dairy products and enhance subsidies.
Under this Bill, instead of reducing trade-distorting subsidies, the US
Department of Agriculture's Commodity Credit Corporation is committed to buy
unlimited quantities of butter, cheese and skimmed milk powder (non-fat dry milk)
from dairy plants at prices that enable them to pay a minimum support price for the
milk supplied by farmers.
Under a scenario where international prices are lower than domestic prices,
traders can and do make quick profits without any big investment. But the interests
of the large numbers of farmers with critical dependence on dairy may be totally
forgotten.
Though WTO framework is based on free trade, European Union and the
United States have bypassed and even openly violated their (WTO) commitments.
For developed countries confronting saturation in their own markets, penetration
into large developing countries is but a logical choice. This may be the reason why
New Zealand Dairy Board has dumped a large quantity of butter oil into India at
prices below $ 1000 per ton, whereas the prevailing international price is around
$1300 per ton.
In simple terms, New Zealand's butter oil made available at Rs 64.54 per kg is
roughly cheaper by Rs 15 a kg, compared to the prevailing international prices of
Rs 87.40 per kg.
8
C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.
DIAL-A-MARKET …. TO INDIA
Dairy industry in India has come a long way from dependence to self-reliance
as the total amount of milk produced more than tripled from 23 million tones back
in 1973 to 81 million tones in 2000.
Interestingly, it's the single largest contributor to India's GDP and involves as
many as 80 million small farming households. The social impact of developing the
dairy industry has thus been profound. With the opening up of the Indian market to
an influx of foreign goods, much concern has been expressed over the state of the
Indian dairy industry.
Indian milk farmers are paid on the basis of the value of fat in the milk. In the
last one year, due to lower realization of ghee prices, there has been approximately
15 per cent erosion in the milk value realized by the farmers. A further drastic
decrease in the milk fat price would be enough for the farmer to exit the dairy
industry. If the undervalued imports are not checked, then all the gains achieved by
Operation Flood may be wiped out.
But this is just the beginning. What happens when imports of highly subsidized
milk powders follow and domestic milk production and supply is taken over by
reconstituted milk?
India has the world's cheapest milk but unfortunately costliest of milk products.
It may be due to cost diseconomies, process inefficiencies and poor yield. In post-
WTO regime cheap foodstuff need not necessarily mean poor quality. It could be a
very high quality product from the developed countries, available at low prices due
to lower tax barriers. I think we have already started to feel the heat of such market
changes with multinationals and domestic majors like Amul improving their
product mix and package.
Being a large country with small milk producers even a slight signal of a
shortfall or surplus in production tends to influence its interests. While developed
countries may have evolved better institutional mechanisms to protect the interests
of farmers and processor, this is not the case with India.
9
C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.
Indian milk production, however, in contrast to other milk producing countries,
is characterized by lakhs (millions) of small and marginal farmers including
landless milk producers for whom it is not only a business but also the main source
of earning.
Technology and management are both important factors affecting the
competitiveness of India's dairy sector. We need latest technologies to produce
high quality products at low cost and professional management to utilize optimally
the industry's human and financial resources.
We can successfully meet the emerging challenges and harness the new
opportunities if we ensure widespread adoption of the latest available technologies
for processing, packaging and marketing of milk and milk products, organize milk
producers and professionally manage their organizations. I feel that there should be
level playing games for all the countries under WTO rules
Since the country is not faced with milk shortage, innovative use of technology
and proper resource management can help the industry to achieve export
competitiveness in terms of price and yield and quality.
India has emerged as the biggest producer of milk with an output of 81 million
tones in 2000-01, outpacing 72 million tones produced in the United States.
10
C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.
ORGANIZATION
PROFILE
11
C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.
INTRODUCTION:
AMUL means "priceless" in Sanskrit. The brand name
"Amul," from the Sanskrit "Amoolya," was suggested by a
quality control expert in Anand.
Amul products have been in use in millions of homes since 1946.
Amul Butter, Amul Milk Powder, Amul Ghee, Amulspray, Amul
Cheese, Amul Chocolates, Amul Shrikhand, Amul Ice cream, Nutramul,
Amul Milk and Amulya have made Amul a leading food brand in India.
Today Amul is a symbol of many things.... Of high-quality products
sold at reasonable prices.... of the genesis of a vast co-operative
network..... of the triumph of indigenous technology.... of the marketing
savvy of a farmers' organization.... and of a proven model for dairy
development. Gujarat Co – Operative Milk Marketing Federation is
carrying out the activities of marketing the Amul Products.
50 years after it was first launched, Amul's sale figures have jumped
from 1000 tones a year in 1966 to over 25,000 tons a year in 1997. No
other brand comes even close to it. It was all because a thumb-sized girl
climbed on to the hoardings and put a spell on the masses.
12
C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.
BEGINS WITH A MILK STRIKE
The first Amul co-operative was the result of a meeting of farmers in
Samarkha (Kaira district, Gujarat) on January 4, 1946, called by Shri.
Morarji Desai under advice from Sardar Vallabhbhai Patel, to fight
rapacious milk contractors.
Decision: Milk producers' unions in villages, federated into a district
union, should alone handle the sale of milk from Kaira to the
government - run Bombay Milk Scheme. The government, British then,
resisted the move. The farmers called a milk strike. After fifteen days
the government capitulated.
This was the beginning of Kaira District Co-operative Milk
Producers' Union Ltd., Anand, registered on December.
November 14, 1946, a similar Milk Unions came up in other districts
too. They formed the Gujarat Co-operative Milk Marketing Federation
Ltd. in 1973.
In the early days of Kaira Union there was no dearth of cynics. They
had doubt if they could handle sophisticated dairy equipment, if they
could process western-style milk products from buffalo milk, if they
could market these to sophisticated consumers in cities.
The Amul people confounded the scoffers by processing a variety of
high-grade dairy products, several of them for the first time from buffalo
milk, and marketing them nationally against tough competition.
13
C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.
A MUCH-APPLAUDED BRAND:
Marketers who believed that only English-sounding brand names
would succeed in post-British India were proved wrong by Amul.
It‟s production-networking and advertising have been much admired.
The current Amul Butter advertising campaign ("utterly butterly
delicious Amul"), with its topical one-liners, and preference for outdoor
media, has now run for 30 years - probably the longest-running
campaign in India, and the winner of the largest number of awards. The
popular "Amul Butter girl" of the ads quickly found a place on the
packaging.
Several Amul products are now leaders in their market segments.
The late Prime Minister Shri Lal Bahaddur Shastri paid the
ultimate tribute to Amul. He wanted the Amul people to replicate the
Amul model all over India. This is what National Dairy Development
Board (NDDB) is doing under Operation Flood.
India now has 82640 village milk co-operatives with 9.16 million
farmer-members. And some of the new Milk Federations, started with
help from Amul technologists, have now developed their own successful
brands, which compete with Amul products.
Hope and confidence beyond belief to farmers. Quality beyond price
to consumers.
14
C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.
Gujarat co-operative milk Marketing Federation
GCMMF: An Overview
Formed in 1946, Amul began the dairy cooperative movement in India and
formed an apex cooperative organization, Gujarat co-operative Milk Marketing
Federation Ltd.(GCMMF), which today is jointly owned by some 2.2 million milk
producers in Gujarat, India. Its products, including milk powdera, liquid milk,
flavored milk (Amul Cool), Sweetened Condensed milk, butter, ghee, cheese,
chocolate, ice cream, pizza, pannier,shrikhand, cream , Mithaee, Amul Masti Dahi
and the Amul shakti & Nutramul brand of Health food drink are widely used
throughout India and abroad and have made Amul the largest food brand in India
today with an annual turnover of some Rs 30 Billion ($ US 600 million) per
annum.
The primary goal of Dr. V .kurien, Chairman GCMMF, the “ Milk Man of
India “, has been to build a strong Indian society economically through an
innovative cooperative network, to provide quality service and products to end-
consumers and good returns to the farmer members.Dr.Kurten states, “We have
traversed a path that few have dared to. We are continuing on a path that still fewer
have the courage to follow. We must pursue a path that even fewer can dream to
pursue. Yet, we must. We hold in trust the aims and aspirations of millions of our
countrymen.”
In the year 1954, Kaira District Co-operative Milk producers‟ union built a
plant to convert surplus milk produced in the cold seasons into milk powder and
butter. In the year 1955 a plant to manufacture cheese and one to produce and baby
food were added, subsequent years save the addition of more plant to produce
different products. In 1973, the multi society/ districts kevel union decided to
market their products. This agency was G.C.M.M.F. registered as Co-operative
society on July 1973.
15
C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.
G.C.M.M.F is India‟s largest food products marketing organization. State
level apex body of Co-operative in Gujarat , aims to provide remunerative returns
to farmers and also serve to interest of consumers by providing quality products,
which are good value form money. G.C.M.M.F markets and manages Amul, Vidya
Dairy, Mehsana Dairy, Sumul and as such 12 co-operative milk producers.
From mid 1990‟s Amul has entered area not related directly to its core
business. But then also it is able to capture the good market as its products are
marketed by the G.C.M.M.F
For the first time in the corporate history, leading consumer goods
manufacturer and leading co-operative are planning to launch an instant coffee
brand targeted at the premium end of the market. Players involved Rs.216 crore
Tata coffee and over Rs.2258 crore G.C.M.M.F. The rationale is that G.C.M.M.F.
has developed a comprehensive distribution network.
Despite of competition in high value dairy product segments from firms such
as H.U.L., NESTLE, BRITANNIA, G.C.M.M.F. ensures that the product mix and
the sequence in which Amul introduces its products are consistent with the core
philosophy of providing milk at a basic affordable price
The G.C.M.M.F. has touched Rs.50000.33 crore in revenues in 2008-09
fiscal thus becoming the first billon – dollar co-operative in India. The federation
has reported a jump of 13.4% despite the ban on export of skimmed milk powder
and massive loss suffered by farmers due to food.
If we talk about its technology G.C.M.M.F.‟s technology, strategy is
characterized by 4 distinct components: new product, process technology,
complementary assets to enhance milk production and e- commerce. It is the first
FMCG firm in India to employ internet test to implement B 2 C commerce.
Another e-initiative underway is to provide farmers access to information
relating to market, new technologies and best practices in dairy industry though net
enabled kiosk in villages G.C.M.M.F has also implemented geographical
information system at both ends of supply chain i e. milk collection as well as
marketing process.
Federation handles distribution of end products and co-ordinates with the
retailer and dealer. Only because of its effective channels of distribution and good
16
C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.
relation with supply chain members it is able to acquire such a large pie in the
market.
Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest
food products marketing organisation. It is a state level apex body of milk
cooperatives in Gujarat 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.
Structure of G.C.M.M.F.L
Members: 13 district cooperative
milk producers' Union
No. of Producer
Members:
2.79 million
No. of Village Societies: 13,328
Total Milk handling
capacity:
11.22 million litres per
day
Milk collection (Total -
2008-09):
3.05 billion litres
Milk collection (Daily
Average 2008-09):
8.4 million litres
Milk Drying Capacity: 626 Mts. per day
Cattlefeed manufacturing
Capacity:
3500 Mts per day
17
C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.
14 UNIONS ARE AFFILATED WITH GCMMF
1. Amul Dairy (Anand)
2. Vidya Dairy (Anand)
3. Dudh sagar Dairy (Mehsana)
4. Mother Dairy (Gandhinagar)
5. Sabar Dairy (Himmatnagar)
6. Banns Dairy (Palanpur)
7. Sumul Dairy (Surat)
8. Baroda Dairy (Baroda)
9. Panchmahal Dairy (Godhra)
10. Uttam Dairy (Ahemdabad)
11. Rajkot Dairy (Rajkot)
12. Vasdhara Dairi (Valsad)
13. Dudhdhara Dairy (Bharuch)
14. Gandhinagar Dairy (Gandhinagar)
18
C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.
Sales Turnover:
Sales Turnover Rs (million) US $ (in million)
1994-95 11140 355
1995-96 13790 400
1996-97 15540 450
1997-98 18840 455
1998-99 22192 493
1999-00 22185 493
2000-01 22588 500
2001-02 23365 500
2002-03 27457 575
2003-04 28941 616
2004-05 29225 672
2005-06 37736 850
2006-07 42778 1050
2007-08 52554 1325
2008-09 67113 1504
From the date we can see that every year federation is making sales
turnover in the increasing direction. If we see the results of 2006-07, from the
previous year 2005-06, it has made a jump of turn over of 14%. In the current
year also G.C.M.M.F. has made a move of 28%, and with this it becomes a
3rd
billion dollar baby in co-operative societies.
19
C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.
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
20
C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.
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 Masti Spiced Butter Milk
Amul Lassee
21
C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.
AMUL Ice-creams:
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
Amul Kool Koko
Amul Kool Millk Shaake (Mango, Strawberry, Badam, Banana)
Health Beverage:
Amul Shakti White Milk Food
22
C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.
OBJECTIVES AND BUSINESS PHILOSOPHY OF
G. C. M. M. F. The main stakeholder of GCMMF is the farmer member for whose welfare
GCMMF exists. GCMMF states that its main objective is the „carrying out of
activities for the economic development of agriculturists by efficiently organizing
marketing of milk and dairy produce, veterinary medicines, vaccines and other
animal health products, agricultural produce in raw and/or processed from and
other allied produce.
GCMMF aims to market the dairy and agricultural products of co-operatives through :
Common branding
Centralized marketing
Centralized quality control
Centralized purchases and
Efficient pooling of milk.
BUILDING NETWORKS
The founders of kaira union realized that to fulfill their objective, a large
number of marginal farmers had to benefit from the co-operative network of
stakeholders had to be built. And once build, it had to grow so as to draw more
rural poor to undertake dairy farming as a means of livelihood. The network had to
have several layers- the organizational network where the voice of the owners
governed all decisions, a physical network of support services and product delivery
process and a network of small farmers that could deliver the benefit of large
23
C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.
corporation in the market place .More importantly , a process had to be put in place
to build these network .
Building an organizational network that would represent the farmers and
the customers was the most complicated task. A loose confederation evolved with
GCMMF representing the voice of the customers, the unions representing the milk
processors and the village societies representing the farmers. Competition in the
markets ensured that the entire network was responding to the requirements of the
customers at prices that were very competitive. The task of ensuring the returns.
To the farmers was commensurate with the objectives with which the co-
operatives were setup was achieved trough representation of farmers at different
levels of decision making throughout the network – the societies, unions and the
federation board comprised farmers themselves. In order to ensure that most
returns from sales went to the farmers themselves who were the producers, the
intermediaries had to operate very effectively and on razor thin margins. This
turned out to be a blessing in disguise – the operations remained very “lean” and
started to provide cost based advantage to the entire network.
Amul established a group to standardize the process of organizing farmers
into village societies. In addition to establishing the criteria for selecting members,
the group had to train the VS to run the co-operative democratically, profitably and
with concern for its members. This included establishing procedures for milk
collection testing ,payment for milk purchased from member farmers and its
subsequently sale to the union, accounting , ensuring timely collection and
dispatch of milk on milk routes established by the union, etc. the village societies
department at AMUL acted as internal representatives of the village societies in
their dealings with the unions.
Milk procurement activity at Amul comprises development and servicing of
village societies, increasing milk from societies &its transport to the chilling
locations, and resolving problems of farmers and village societies. Their stated
objective is to ensure that producers get maximum benefits. The milk procurement
departments co-ordinate these activities. Milk collection tasks place over a large
number of predefined routes according to a precise.
24
C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.
LITRATURE REVIEW
This will include the subject related to what is market research. It will
also focus on why market research in today‟s competitive world.
Meaning of Market Research:
We define market research as the systematic design, collection,
analysis, and reporting of data and findings relevant to a specific marketing
situation facing the company. Market research consists of testing the market
to determine the acceptance of a particular product or service, especially
amongst different demographics. It is used to establish which portion of the
population will or does purchase a product, based on age, gender, location,
income level and many other variables. Market research allows companies to
learn more about past, current and potential customers, including their
specific likes and dislikes
Component of Marketing Information System:
Many firms develop marketing information system that provides
management with repaid and incredible detail about buyers wants,
preferences and behavior. A marketing information system (MIS) consists of
people, equipment, and procedure to gather, sort , analyze, evaluate, and
distribute needed, timely and accurate information to marketing decision
maker.
25
C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.
The Marketing Research Process:
Regardless of the simplicity or complexity of your marketing research
project, you will benefit by reviewing the following seven steps in the market
research process.
Step One: Define Marketing Problems and Opportunities
Step Two: Set Objectives, Budget and Timetables
Step Three: Select Research Types, Methods and Techniques
Step Four: Design Research Instruments
Step Five: Collect the Data
Step Six: Organize and Analyze the Data
Step Seven: Present and Use Market Research Findings.
26
C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.
INTRODUCTION TO MARKETING MANAGEMENT
Today it is fashionable to talk about the new economy. We hear that business are
operating in a globalize economy, that things are moving at a nanosecond pace, that our
markets are characterized by hyper competition , that disruptive technologies are
challenging every business and that business must adapt to empowered consumers.
The old economy seemed simpler. It was based on the Industrial revolution and
on managing manufacturing Industries. Manufacturers applied certain principles and
practices for the successful operation of their factories.
But today the scenario is completely changed.The new economy is based on the
marketing. Peter Druker , a leading management theorist, puts into this ways:
“There will always one can assume, be need for some selling. But the aim of
marketing is to make selling superfluous. The aim of marketing is to know and
understand the customer so well that the product or service fits him and sells itself.
Ideally marketing should result in a customer who is ready to buy. All that should be
needed then is to make the product or service available.”
Marketing deals with identifying and meeting human and social needs. In a
simpal definition: “Marketing needs profitably”
There are 4 P‟s of marketing that represent the sellers view of marketing tools
available for influencing buyers.
Four P’s Four C’s
Product Customer solution
Price Customer Cost
Place Convenience
Promotion Communication
27
C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.
ORGANIZATION STRUCTURE
Organization structure is the heart of the business organization. It is mechanism
or a basic framework which divides the works of employees in the Organization.
The well co-ordination among the various levels helps to work effectively and
add to achieve the Organization goals and objectives.
Structure is necessary to establish relationship between the individuals and
various positions. It indicates the responsibilities and authorities at various levels at the
various levels of the Organization.
Every Organization has its own structure. It may be flat Organization, where
levels are reduced; it may be horizontal Organization also.
GCMMF is a lean Organization, a strategy that is believed to provide it with a
cost advantage. At its headquarters in Anand, four general managers (GMs) and four
assistant general managers (AGMs) assist the managing director (MD).The four AGMs
look after the functions of marketing, systems, co-operative services and technical
projects, respectively. The four GMs are in charge of marketing (dairy products),
human resources development and marketing (new business), finance and quality
assurance, respectively.
The whole country is divided into five zones, each headed by a zonal manager
responsible for the sales of all products within his zone. These managers report to the
MD but functionally each also reports to the various AGMs/ GMs at the headquarters.
There are 50 sales offices spread across the country (of which only two are in Gujarat);
a sales manager heads each office and is assisted by sales officers and field
salespersons. The entire country has been represented in this structure. GCMMF has
been represented in this structure. GCMMF has one overseas office in Dubai.
28
C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.
CHANNELS OF DISTRIBUTION
Marketing Channels are sets of interdependent organizations involved in the
process of making a product or service available for use or consumption. Marketing
Channels decisions are among the most critical decision facing management. The
company‟s channel decisions involve relatively long- term commitment to other firms.
It represents a singnificant corporate commitment to large numbers of independent
companies whose business is distribution and particular market they serve.
The Channels of Distribution of G.C.M.M.F is simple but most effective. Due to
its effectiveness and efficient function it is able to set the 3000 outlets in Gujarat and
there are sum of 33000 distributors. The channels of Distribution are of three levels
which are as follows:
Member Union
Federation
Depot
W.D.
Retailer
Consumer
29
C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.
We have called the channels simple although there are three levels the reasons are:
There is well co-ordination between the various levels.
Appropriate information is provided to each level.
Work together at all levels.
Functions of the Intermediaries:
Place order with the Federation.
Provide for the successive storage and movement of physical products.
Develop and disseminate persuasive communication to stimulate purchasing.
Gather information about potential and current customers and competitors.
Due to its effective channels of Distribution it has achieved the
Turnover of 4300 crores which is a great jump of 13.4% from the last year 2008-
09.
There is the system of scheduled based order. W.D has its own schedule.
G.C.M.M.F does not facilitate credit facility to the distributors. The payment
system is completely on advance payment bases. So the question of bad debt does
not arise.
Time to time it introduces new schemes for the retailer and wholesale
distributors. Till now the federation has maintained very cordial relation with its
intermediaries. The channels functions very smoothly. This is obvious because
we can see wide range of products available at retail shops.
30
C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.
SALES FORCE MANEGMENT
o Sales term ensures that the GCMMF products are available to the
customer whenever and wherever. o Sales term is responsible to achieve seasonal and periodical targets. o To exploit all periodical sales promotion and ensure that objectives
are archived. o Sales term is responsible to minimize outstanding and ensure
prompt collection. o Representative
o Sales term should properly store and rotate the stock. o They should communicate important and usual competitive activity
to the management. o Solve customer query promptly and correctly.
o Report general information, which may be of interest to the
company and to its business.
31
C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.
PROJECT
PROFILE
32
C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.
Introduction: About the city - Nadiad
Nadiad is the fastest growing city of Kheda District, of Gujarat at around
30km from AMUL Milk city, Anand. The city is famous for its socio-educational-
religious humanitarian services led by Santram Mandir and supported by
institutions of higher learning such as Dharmasinh Desai University, M. U. Patel
Urological Research Institute, Mission Heart Institute, Mahagujarat Hosptial and
Heart Center, and the Civil Hospital. The city is geographically cover the area
about 7km with the resident population of over 2lacs.
The city is a hub of industrial productivity led by the New Shorrock Mills of
the Mafatlal Group. Other major industrial units providing valuable employment to
the local population are IPCO, Apex Plastics Pvt. Ltd., American Dryfruits and
Ashoka Foods - manufacturer of packaged food. The city is also a major trading
center of Indian spices such as jeera, hing, haldi and rai (mustard seeds) as well as
cotton. Being the administrative center of the Kheda District, Nadiad has RTO,
District Collector and Records offices which bring thousands of people to the city
to transact official business.
For, our research purposes we had divided this city in three major zone. So,
we can analyze the project report easily. In first zone the area come like Amdavadi
Bazaar, Vorwad, Mill Road, Mishion road, Pavanchakki, Pij Road, Rail way
Station, Dabhan Bhagol, Bhavsharwad etc. In second zone the area come like
Sindhi Market, Santram Road, Bus Stand, Paras Cinema, I.G.Marg, Vaishali Road,
etc. And in the third zone of the city area come like Dairy Road, Vaniyawad.
The city is well planned with shopping area, residential area, commercial
area etc. well defined by the authority.
33
C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.
OBJECTIVES OF THE STUDY:
Every Study is being conducted with a purpose in it. The study of
AMUL ice-cream is carried out to achieve the objectives listed below.
To estimate market share of AMUL ice-cream in comparison
to other competitor brand.
To collect detailed information about the Brand Name, WD
Behavior, Service provided, Product Availability, POP
Support, ROI, Replacement, Consumer Demand, Quality of
different Brand of ice-cream.
To collect the information about the frequency of delivery of
different brand of ice-cream to retailers.
To collect suggestion provided by the outlets to the company
for improvement of AMUL ice-cream.
To assess satisfaction level of retailers stocking and selling of
AMUL ice-cream.
34
C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.
SIGNIFICANCE OF THE STUDY:
The market share analysis and potential is to be studied.
The study of market share analysis would enable the
manufacture to reach a decision from the fact collected. The
decision can be regarding the increase in an advertising
campaign.
It will help the company to build a judgement regarding its
competitor and their position.
The study will unravel the stage in which the company is at
present. If it has reached the boom stage of the trade cycle it
can direct its efforts towards extending the boom stage.
The study of market potential will help the company to
canalize its resources in accordance with the estimated
potential market.
35
C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.
RESEARCH METHODOLOGY
“Advertising is a paid form of non-personal presentation and promotion of
ideas, goods or services by identified sponsor.”
Research Design: Research design can be thought of as the structure of research -- it is the
"glue" that holds all of the elements in a research project together. We often
describe a design using a concise notation that enables us to summarize a complex
design structure efficiently.
Research Problem: To know the current demand of AMUL Ice-cream in the market.
To know the response of the people & satisfaction level of customers and
retailers.
To find out the effectiveness of marketing strategies of the G.C.M.M.F.
To find out the defects & reasons for the lower demand of Ice-cream.
To find the performance of AMUL Ice-cream in comparison to the other
different brand of ice-cream in Nadiad city.
Scope of the study: The scope of the study is limited to retailers only. This study will help in
comprehensive analysis of market share of AMUL Ice-cream. At the same time
was intended to find about the perception of retailer towards AMUL Ice-cream in
comparison to other brand of ice-cream, and about problems or issues and
suggestions towards the company.
36
C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.
Sources of Data collection:-
1. Primary Data Collection.
2. Secondary Data Collection.
1. Primary data collection: Information by retailers in Nadiad by
Questionnaire, Personal Interview and Observation method.
2. Secondary data collection: Information collected by the use of
Internet, Newspapers, magazines and Referance books.
Data Analysis:
The process of analysis was done through, frequency table, percentage,
average, graphs and pie charts.
Findings & Conclusion By: It will be based on…
Questionnaires filled up.
Interviews with retailers.
Meetings with seniors.
Data Analysis and Research facts.
Secondary Data.
37
C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.
Marketing Mix For Amul Ice-Cream In Nadiad City
Product
Price
Place (distribution)
Promotion
People
These variables are known as the marketing mix or the 5 P's of
marketing. They are the variables that marketing managers can control in
order to best satisfy customers in the target market. The firm attempts to
generate a positive response in the target market by blending these five
marketing mix variables in an optimal manner.
1. Product:-
The product is the physical product or service offered to the consumer. In
the case of physical products, it also refers to any services or conveniences that
are part of the offering. Product decisions include aspects such as function,
appearance, packaging, service, warranty, etc.Amul found the demand for Ice-
cream in Nadiad city and tried to manufacture product as per preference of
people. But Amul failed to fetch broad market for Ice-cream.
Referring the product, all characteristics were available what people wanted
like Packaging, satisfactory information, availability and long life.But only
loophole was Amul did not have multiple options for Flavors, which let the
customers move to another option.
38
C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.
2. Price:-
Pricing decisions should take into account profit margins and the probable pricing
response of competitors. Pricing includes not only the list price, but also discounts,
financing, and other options such as leasing.
Price is affected by mainly three reasons i.e. cost of the product, price of
competitors, demand prevailing in market, channels to deliver product to end users.
Amul Ice-cream had not much problems to fix price in the market.
3. Place:-
Place (or placement) decisions are those associated with channels of
distribution that serve as the means for getting the product to the target customers.
The distribution system performs transactional, logistical, and facilitating
functions. Distribution decisions include market coverage, channel member
selection, logistics, and levels of service.
Customer cannot go to production place they have been provided the products
at their place which requires to incur extra cost. Therefore, it needs to design
proper system of distribution.
Factors influencing for place;
Inquiry of area : Nadiad
Product network : Wide
Nature of product : Fast moving perishable
Wholesale trading : Company offers to retailers
Storage facility : Refrigerated godown
Modes of supply : Refrigerated vans
39
C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.
4. Promotion:-
Promotion decisions are those related to communicating and selling to potential
consumers. Since these costs can be large in proportion to the product price, a
break-even analysis should be performed when making promotion decisions. It is
useful to know the value of a customer in order to determine whether additional
customers are worth the cost of acquiring them. Promotion decisions involve
advertising, public relations, media types, etc.
5. People:-
People decisions are those related to customer service. How do you want your
workers to appear to your customers? There are a range of service profiles from service
with a smile - McDonald's, to classier Nordstroms, to plain rude - Ed Debevic's. The
function of people to present an appearance, an attitude, etc.
40
C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.
DETAIL
FINDINGS
41
C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.
ANALYSIS & FINDINGS Retailer survey was conducted in Nadiad city from 3
rd June to 12
th
June, 2010. Each outlet keeping ice-cream (branded or local) was visited
personally. Retailers were administered with a questionnaire regarding
WD Behavior, Regular service, Range of Product Availability, POP
Support, ROI, Quality of Product, Replacement and Condition of
product at delivery and Consumer demand. Details regarding retailer‟s
ice-cream business, policies of other ice-cream brands, benefits etc were
also studied.
Responses were captured by way of discussions with the retailers
and then noted down.
42
C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.
FINDINGS
ICE-CREAM BRAND MARKETSHARE
In Nadiad market share of ice-cream is estimated to be at around
Rs. 23, 55,000 per month. Vadilal is the market leader with 29%
share. Others local brand of the city is in the second position with
the market share of 27%. Havmor is in the third position in the
market with the 23% market share. And Amul is in the fourth
position with the lowest market share of only 22%.
There are 54 ice-cream outlets in the Nadiad.
Vadilall has better reach with 25 outlets selling Amul ice-cream.
Amul and others local ice-cream brand has 13 outlets. Havmor has
12 outlets only.
Each Amul, Vadilal and Other Local ice-cream brand are the
market leader of at least 1 zone.
21.76%28.58%
22.93%26.73%
IC Brand Marketshare
AMUL VADILAL HAVMOR OTHERS
43
C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.
Data & Graph Analysis
ICE-CREAM BRAND SELLING
The total ice cream market share of Nadiad city is estimated to
be at around Rs. 2355000 per month. Vadilal leads the market with the
business of Rs. 673000 per month with almost 29% of market share
serving 25 outlets. Other local outlets are in the second position in the
market with the business of Rs. 629500 per month with almost 27% of
market share with serving 13 outlets. Havmor is in the third position in
the market with the business of Rs. 540000 per month with almost 23%
of market share with serving 12 outlets. And Amul is in the last position
in the market with the business of Rs. 512500 per month with almost
22% of market share with serving 13 outlets.
0
100000
200000
300000
400000
500000
600000
700000
800000
Amul Vadilal Havmor Others
Ice-Cream Brand Business(Rs.)
Brand Amul Vadilal Havmor Others Total Monthly Selling 512500 673000 540000 629500 2355000
44
C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.
Among the three major zone of the city Vadilal is the market
leader of 1st zone (Station Road, Mill Road, Amdavadi bazaar etc.),
Other local brand is the market leader of 2nd
zone (Santram Road,
Vaishali Road, Bus Station etc.), and Amul is the market leader of 3rd
zone (Vaniyavad, Dairy Road etc.). Thus, Vadilal, Amul, and Other
local brands are the market leader of at least one zone, but, Havmor
can‟t get the leadership of any zone.
45
C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.
RETAILER SATISFACTION
Data & Graph Analysis
Parameter Retailer Satisfaction
Brand Amul Vadilal Havmor Others Satisfaction Level 4.21 4.4 4.16 3.78
(1- Poor / 2- Below Average / 3- Average / 4- Good / 5- Excellent)
Among 54 outlets on an average 4.21 retailers of Amul are satisfied with
WD behavior, 4.40 retailer of Vadilal are satisfied with WD behavior, 4.16
retailer of Havmor are satisfied with WD behavior, 3.78 retailer of Other
local brands are satisfied with WD behavior.
This parameter mostly relates to how the wholesale distributer interacts with
retailers, when they demand product to be delivered, services, POP support,
replace the goods etc. It also relates to passing on schemes to retailers.
Some times cups are empty and there are less spoons in the ice cream boxes
as compared to the cups in the packet which creates lots of problem to
retailers in selling the ice cream in the market.
3.43.53.63.73.83.9
44.14.24.34.44.5
Amul Vadilal Havmor Others
Retailer Satisfaction
46
C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.
BRAND NAME Data & Graph Analysis
Parameter Brand Name
Brand Amul Vadilal Havmor Others Satisfaction Level 4.21 4.63 4 3.29
(1- Poor / 2- Below Average / 3- Average / 4- Good / 5- Excellent)
Brand name is also a major factor to estimate the company‟s status in the
current market. Brand name helpful for the retailers to decide which brand of
ice cream should be sale in the market for good margin with compare to
other brands.
According to survey conducted in the market, there are average 4.21 retailers
are satisfied with the brand name of Amul, there are average 4.63 retailers
are satisfied with the brand name of Vadilal, there are average 4.00 retailers
are satisfied with the brand name of Havmor and an average 3.29 retailers
are satisfied with other local ice cream brand name.
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
Amul Vadilal Havmor Others
Brand Name
47
C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.
POP SUPPORT
Data & Graph Analysis
Parameter POP Support Brand Amul Vadilal Havmor Others Satisfaction Level 3.71 4.08 3.67 3
(1- Poor / 2- Below Average / 3- Average / 4- Good / 5- Excellent)
The survey attempt to judge the satisfaction level of retailers on POP
Support provided by the WD.
We found that on an average on an average 3.71 retailers of Amul are
satisfied with POP support, 4.08 retailers of Vadilal are satisfied with POP
support, 3.67 retailers of Havmor are satisfied with POP support, and on an
average 3.00 retailers of other local brands are satisfied with POP support. Point Of Purchase (POP) support is the magical tool of the modern
competitive market. With the help of POP retailers sale their product very
easily. POP support is not provided as per the demand of retailers as it plays
significant role in attracting customer.
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
Amul Vadilal Havmor Others
POP Support
48
C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.
WD BEHAVIOR
Data & Graph Analysis
Parameter WD Behaviour
Brand Amul Vadilal Havmor Others Satisfaction
Level 3.57 4.33 4.08 4
(1- Poor / 2- Below Average / 3- Average / 4- Good / 5- Excellent)
There are only three main distributer in city. First one was Smita traders is the
main distributer of Amul ice-cream. Second was Aditya agency is the main
distributer of Havmor ice-cream. Third was Pritam Agency is the main
distributer of Vadilal ice-cream.
According to survey conducted in Nadiad, an average 3.57 retailers of Amul are
satisfied with WD Behavior, 4.33 retailers of Vadilal are satisfied with WD
Behavior, 4.08 retailers of Havmor are satisfied with WD Behavior, and on an
average 4.00 retailers of other local brands are satisfied with WD Behavior.
WD (Wholesaler/Distributer) Behavior is also important for the company to
motivate the retailers for improving the selling of company. By the good behavior
with retailers, Retailers can motivate to increase the selling of company.
00.5
11.5
22.5
33.5
44.5
5
Amul Vadilal Havmor Others
WD Behaviour
49
C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.
SERVICES
Data & Graph Analysis
Parameter Services
Brand Amul Vadilal Havmor Others Satisfaction Level 3.36 4.65 4.62 4.25
(1- Poor / 2- Below Average / 3- Average / 4- Good / 5- Excellent)
Service is very important for retailers. Services are major tool for satisfying
retailers. With providing the good Services to retailers, Retailers can
motivate to increase the selling of company.
According to survey conducted on to know the market share of different
brands we also found that, an average 3.36 retailers of Amul are satisfied
with Services, 4.65 retailers of Vadilal are satisfied with Services, 4.62
retailers of Havmor are satisfied with Services, and on an average 4.25
retailers of other local brands are satisfied with Services prvided by the
company‟s WD (Wholesaler/Distributer).
00.5
11.5
22.5
33.5
44.5
5
Amul Vadilal Havmor Others
Services
50
C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.
PRODUCT AVAILABILITY
Data & Graph Analysis
Parameter Product Availability Brand Amul Vadilal Havmor Others Satisfaction Level 3.36 4.61 4.25 4.27
(1- Poor / 2- Below Average / 3- Average / 4- Good / 5- Excellent)
Flavors and packs availability is one of the key elements of ice-cream
business. Every retailer would like to have maximum range of flavors and
packs available with him so no consumer leaves empty hand. During the
survey, we attempted to get information on the satisfaction of retailers on
availability of the product range during season time i.e. summer.
Among 54 outlets there are on an average 3.36 retailers of Amul are satisfied
with Product Availability, 4.61 retailer of Vadilal are satisfied with Product
Availability, 4.25 retailer of Havmor are satisfied with Product Availability,
4.27 retailer of Other local brands are satisfied with Product Availability.
00.5
11.5
22.5
33.5
44.5
5
Amul Vadilal Havmor Others
Product Availability
51
C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.
Mostly the wholesale distributer of AMUL ice creams are not interacts with
retailers, when they demand product to be delivered they could not supply
enough stock of various flavor of ice creams on the time. Some times cups
are empty and there are less spoons in the ice cream boxes as compared to
the cups in the packet which creates lots of problem to retailers in selling the
ice cream in the market.
52
C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.
CONSUMER DEMAND
Data & Graph Analysis
Parameter Consumer Demand Brand Amul Vadilal Havmor Others Satisfaction Level 3.86 4.22 3.75 3.73
(1- Poor / 2- Below Average / 3- Average / 4- Good / 5- Excellent)
Consumer demand is very important for retailers without consumer demand
retailers can‟t sale the product.
According to survey conducted on an average 3.86 retailers of Amul are satisfied
with Consumer Demand, 4.22 retailers of Vadilal are satisfied with Consumer
Demand, 3.75 retailers of Havmor are satisfied with Consumer Demand, and on an
average 3.73 retailers of other local brands are satisfied with Consumer Demand.
Consumer Demand is the parameter to Shaw the demand in market for ice cream
by the different types of customer. Here, you can see the highest satisfaction level
of Consumer Demand for the Vadilal ice cream with an average of 4.22 and the
lowest satisfaction level of Consumer Demand for the local brands of ice cream
with an average of 3.73.
3.4
3.5
3.6
3.7
3.8
3.9
4
4.1
4.2
4.3
Amul Vadilal Havmor Others
Consumer Demand
53
C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.
CONDITION OF PRODUCT ON DELIVERY Data & Graph Analysis
Parameter Cond. Of Pd. On delivery Brand Amul Vadilal Havmor Others Satisfaction Level 4.29 4.7 4.58 4
(1- Poor / 2- Below Average / 3- Average / 4- Good / 5- Excellent)
The survey attempted to judge the satisfaction level of retailers on the
quality of products delivered to them. Here, we tried to find if deshaped or
melted ice-cream is not delivered to the retailer.
According to survey conducted on an average 4.29 retailers of Amul are
satisfied with Condition of product on delivery, 4.70 retailers of Vadilal are
satisfied with Condition of product on delivery, 4.58 retailers of Havmor are
satisfied with Condition of product on delivery, and on an average 4.00
retailers of other local brands are satisfied with Condition of product on
delivery.
Some times stock of ice cream delivered by distributer are not much fresh
and melted also.
3.6
3.8
4
4.2
4.4
4.6
4.8
Amul Vadilal Havmor Others
Cond. Of Pd. On delivery
54
C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.
REPLACEMENT
Data & Graph Analysis
Parameter Replacement Brand Amul Vadilal Havmor Others Satisfaction Level 2.5 3.7 3.75 3.6
(1- Poor / 2- Below Average / 3- Average / 4- Good / 5- Excellent)
The defective product which is delivered to the retailers should be replaced as
does not purchase the melted ice-cream and also it can create bad impression in
the mind of consumer for a particular brand.
In this survey, an average 2.5 retailers of Amul are satisfied with Replacement
by the company‟s distributers, 3.70 retailers of Vadilal are satisfied with
Replacement by the company‟s distributers, 3.75 retailers of Havmor are
satisfied with Replacement by the company‟s distributers, and on an average
3.60 retailers of other local brands are satisfied with Replacement provided by
the company‟s distributers.
It implies that retailers are not much happy with replacement process so
company should replace the damage product which is delivered to the retailers.
0
0.5
1
1.5
2
2.5
3
3.5
4
Amul Vadilal Havmor Others
Replacement
55
C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.
RETURN ON INVESTMENT Data & Graph Analysis
Parameter ROI Brand Amul Vadilal Havmor Others Satisfaction Level 3.27 3.18 4 4.07
(1- Poor / 2- Below Average / 3- Average / 4- Good / 5- Excellent)
Return on Investment was the major parameter of the survey; because of this
parameter we became able to know the satisfaction level of return on
investment by the retailers.
In Nadiad city, among 54 outlets there are on an average 3.27 retailers of
Amul are satisfied with Return on Investment, 3.18 retailer of Vadilal are
satisfied with Return on Investment, 4.00 retailer of Havmor are satisfied
with Return on Investment, 4.07 retailer of Other local brands are satisfied
with Return on Investment by them in the company.
Mostly the retailers of HAVMOR Ice cream and Other Local Brands are
satisfied with their investment. But, AMUL and VADILAL also able to
provide an average margin on investment by the retailers.
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
Amul Vadilal Havmor Others
ROI
56
C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.
FREQUENCY OF DELIVERY IN DAYS/WEEK Data & Graph Analysis
Parameter Frequency of delivery in
Days/week Brand Amul Vadilal Havmor Others Demand for Stock 2.5 2.88 4.58 4.28
(1- Poor / 2- Below Average / 3- Average / 4- Good / 5- Excellent)
Frequency of delivery is Shaw that how many times stocks are demanded by
the retailers in Days/week.
According to survey conducted in Nadiad, retailers of Amul ice cream are
demand for stock on an average 2.5 days/week, retailers of Vadilal ice cream
are demand for stock on an average 2.88 days/week, retailers of Havmor ice
cream are demand for stock on an average 4.58 days/week, retailers of Other
local brand ice cream are demand for stock on an average 4.28 days/week.
Amul
Vadilal
Havmor
Others
Freq
uen
cy o
f d
eliv
ery
in
Day
s/w
eek
0 1 2 3 4 5
57
C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.
Business wise Frequency Of Delivery
Parameter Frequency of Delivery
Category Below Rs.25000
Rs.25000-Rs.50000
Above Rs.50000
Average Demand 2.81 3.41 4.5
There are divisions of business in to three types.
o Below Rs.25000
o Rs.25000 – Rs.50000
o Above Rs.50000
There are 17 shops in the 1st & 2
nd types of business and their average of
stock demand is 2.81 and 3.41 respectively.
In the third type of business above Rs. 50000 the average of stock demand is
4.5 and 20 shops.
00.5
11.5
22.5
33.5
44.5
5
Below Rs.25000 Rs.25000-Rs.50000 Above Rs.50000
Freqancy of Delivery
58
C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.
PRESENT BUSINESS SCENARIO Total Market Share of Ice cream:
The total ice cream market share of Nadiad city is estimated to
be at around Rs. 2355000 per month. Vadilal leads the market with the
business of Rs. 673000 per month with almost 29% of market share
serving 25 outlets. Other local outlets are in the second position in the
market with the business of Rs. 629500 per month with almost 27% of
market share with serving 13 outlets. Havmor is in the third position in
the market with the business of Rs. 540000 per month with almost 23%
of market share with serving 12 outlets. And Amul is in the last position
in the market with the business of Rs. 512500 per month with almost
22% of market share with serving 13 outlets.
Retail Distribution:
DATA IN PERCENTAGE:
Retail Distribution in
Amul Vadilal Havmor Others
21% 39% 19% 21%
0%5%
10%15%20%25%30%35%40%
Amul Vadilal Havmor Others
Retail Distribution
59
C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.
There are 54 outlets of various brand of ice cream in Nadiad, but some of
them keep more than one brand and some of them are multi branded outlets
too. By this way there are 63 outlets in the city.
If we look at the distribution of retail outlets between various brands of ice
cream, VADILAL is the topper of the market in terms of outlets coverage. It
Covers 39% of the total ice cream selling outlets. AMUL and OTHER
LOCAL brands of ice cream each covers the 21% of the total ice cream
selling outlets, and grabs the second position in the ice cream market in the
form of outlets. HAVMOR is the last one in the ice cream market, which
covers 19% of the total ice cream selling outlets.
21%
39%
19%
21%
Amul
Vadilal
Havmor
Others
60
C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.
ZONE WISE BUSINESS DETAILES OF RETAIL OUTLETS.
Zone wise Distribution
Zone Amul Vadilal Havmor Others Total
1 2 16 5 2 25
2 6 6 4 9 25
3 5 3 3 2 13
Total 13 25 12 13 63
There are 54 ice-cream outlets in the city across the area like Santram Road,
Vaishali Road, College Road, Vaniyawad, Vorwad, Dairy Road, Mill Road etc.
Vadilal has better reach with 25 outlets selling Vadilal Ice cream. Amul and Other
local brand have 13 outlets. Havmor has 12 outlets in the whole market.
But looking at the distribution of various brands across different area, there are
three different areas and, we can see that AMUL, VADILAL and OTHER
LOCAL brands each are leader of one zone.
0
2
4
6
8
10
12
14
16
Amul Vadilal Havmor Others
61
C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.
Zone & Brand wise Business
ZONE 1 Area Outlet Name No
. of DF
Capacity of DF
AMUL (Rs.)
VADILAL (Rs.)
HAVMOR (Rs.)
OTHER (Rs.)
Total (Rs.)
Amdavadi Bazzar
Ambica Vijay Coldrinks 1 400 50000 50000
Total (RS.) 50000 50000
Percantage 100.00% 100.00
%
Area Outlet Name No
. of DF
Capacity of DF
AMUL (Rs.)
VADILAL (Rs.)
HAVMOR (Rs.)
OTHER (Rs.)
Total (Rs.)
Jawaharnagar Hariom Traders 1 400 20000 20000
Puja General Store 1 400 35000 35000
T.K.Amul Parlour 1 400 30000 25000 55000
Dipak Provision Store 1 300 25000 25000
Sundar Provision Store 1 400 22000 22000
Total in Rs. 65000 72000 20000 15700
0
Total in Percentage 41.40
% 45.86% 12.74% 100%
Area Outlet Name No
. of DF
Capacity of DF
AMUL (Rs.)
VADILAL (Rs.)
HAVMOR (Rs.)
OTHER (Rs.)
Total (Rs.)
Mill Road
Ganesh Provision Store 1 400 10000 5000 15000
Gurukrupa Agency 1 400 35000 35000
Gokul Dairy 1 400 55000 55000
Total in Rs. 65000 35000 5000 105000
Total in Percantage 61.90% 33.33% 4.76% 100.00
%
62
C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.
Area Outlet Name No
. of DF
Capacity of DF
AMUL (Rs.)
VADILAL (Rs.)
HAVMOR (Rs.)
OTHER (Rs.)
Total (Rs.)
Mishion Road
Renison Provision Store 1 400 60000 60000
M.K.& Sons 1 500 25000 25000
Total (Rs.) 25000 60000 85000
Percantage 29.41
% 70.59% 100.00
%
Area Outlet Name No
. of DF
Capacity of DF
AMUL (Rs.)
VADILAL (Rs.)
HAVMOR (Rs.)
OTHER (Rs.)
Total (Rs.)
Pavanchakki Road
Amarlaxmi Coldrinks 1 400 30000 30000
Rupkumar Kirana Store 1 400 4000 4000
Total (Rs.) 34000 34000
Percantage 100.00% 100.00
%
Area Outlet Name No.
of DF
Capacity of DF
AMUL (Rs.)
VADILAL (Rs.)
HAVMOR (Rs.)
OTHER (Rs.)
Total (Rs.)
Pij Road
Icy Spicy Food Corner 1 450 5000 5000
Total (RS.) 5000 5000
Percantage 100.00% 100.00%
Area Outlet Name No
. of DF
Capacity of DF
AMUL (Rs.)
VADILAL (Rs.)
HAVMOR (Rs.)
OTHER (Rs.)
Total (Rs.)
Dabhan Bhagol
Devnarayan Icecream 1 400 67500 67500
Royal Icecream 2 300 20000 20000 40000
Total (RS.) 20000 87500 107500
Percantage 18.60% 81.40% 100.00
%
63
C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.
Area Outlet Name No
. of DF
Capacity of DF
AMUL (Rs.)
VADILAL (Rs.)
HAVMOR (Rs.)
OTHER (Rs.)
Total (Rs.)
Bhavsarvad Keshavlal Bhavsar 1 450 20000 20000
Yamuna General Store 1 450 35000 35000
Total (RS.) 20000 35000 55000
Percantage 36.36% 63.64% 100.00
%
Area Outlet
Name No. of DF
Capacity of DF
AMUL (Rs.)
VADILAL (Rs.)
HAVMOR (Rs.)
OTHER (Rs.)
Total (Rs.)
Saloon bazaar
Sardar Sarbat 1 300 15000 15000
Total (RS.) 15000 15000
Percantage 100.00% 100.00%
Area Outlet Name No
. of DF
Capacity of DF
AMUL (Rs.)
VADILAL (Rs.)
HAVMOR (Rs.)
OTHER (Rs.)
Total (Rs.)
Vorwad
New Amar Coldrinks House 1 450 15000 15000
Amar Coldrink House 1 450 15000 15000
Honest Coldrink House 1 400 12000 12000
Total (Rs.) 42000 42000
Percantage 100.00% 100.00
%
Area Outlet Name No.
of DF
Capacity of DF
AMUL (Rs.)
VADILAL (Rs.)
HAVMOR (Rs.)
OTHER (Rs.)
Total (Rs.)
Kharakuwa Shradhha Corner 1 300 10000 10000
Total (Rs.) 10000 10000
Percantage 100.00% 100.00%
64
C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.
ZONE 2 Area Outlet Name No
. of DF
Capacity of DF
AMUL (Rs.)
VADILAL (Rs.)
HAVMOR (Rs.)
OTHER (Rs.)
Total (Rs.)
Station Road
Satyanarayan Ice Cream 2 500 72000 72000
Manohar Ice Cream 2 500 54000 54000
Rajasthan Icecream 5 500 36000 36000
Total (Rs.) 162000 162000
Percantage 100.00
% 100.00
%
Area Outlet Name No. of DF
Capacity of DF
AMUL (Rs.)
VADILAL (Rs.)
HAVMOR (Rs.)
OTHER (Rs.)
Total (Rs.)
Bus Station Jalaram Rasghar 1 400 5000 5000
Satyanarayan Ice Cream 2 2 500 60000 60000
Total (Rs.) 5000 60000 65000
Percantage 7.69% 92.31% 100.00
%
Area Outlet Name No. of DF
Capacity of DF
AMUL (Rs.)
VADILAL (Rs.)
HAVMOR (Rs.)
OTHER (Rs.)
Total (Rs.)
Sindhi Market
Laxman Amul Parlour 1 400 50000 50000
Total (Rs.) 50000 50000
Percantage 100.00% 100.00%
Area Outlet Name
No. of DF
Capacity of DF
AMUL (Rs.)
VADILAL (Rs.)
HAVMOR (Rs.)
OTHER (Rs.)
Total (Rs.)
Railway Platform II
Amul Parlour 2 300 52500 52500
Railway Platform I Amul Parlour 1 300 60000 60000
Total (Rs.) 112500 112500
Percantage 100.00% 100.00%
65
C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.
Area Outlet Name No.
of DF
Capacity of DF
AMUL (Rs.)
VADILAL (Rs.)
HAVMOR (Rs.)
OTHER (Rs.)
Total (Rs.)
Santram Road Sawaliya Icecream 1 250 30000 30000
Fix Coldrinks 3 700 70000 70000
Pritam Coldrinks 2 350, 450 90000 90000
Janta Icecream 1 350 15000 15000
Rajkamal Icecream 2 350 40000 40000
Sadhna Pan Cornar 1 400 25000 15000 40000
Total (Rs.) 55000 160000 55000 15000 285000
Percantahe 19.30% 56.14% 19.30% 5.26% 100.00%
Area Outlet Name No. of DF
Capacity of DF
AMUL (Rs.)
VADILAL (Rs.)
HAVMOR (Rs.)
OTHER (Rs.)
Total (Rs.)
Paras Cinema Jay Corner 2 500 40000 40000
Master Icecream 3 450 65000 85000 150000
Total (Rs.) 40000 65000 85000 190000
Percantage 21.05% 34.21% 44.74% 100.00%
Area Outlet Name No.
of DF
Capacity of DF
AMUL (Rs.)
VADILAL (Rs.)
HAVMOR (Rs.)
OTHER (Rs.)
Total (Rs.)
Vaishali Road
Payal Provision Store 2 500, 500 15000 20000 10000 45000
Sawaliya Icecream 2 250, 250 55000 55000
Total (Rs.) 15000 20000 10000 55000 100000
Percantage 15.00% 20.00% 10.00% 55.00% 100.00%
Area Outlet Name No.
of DF
Capacity of DF
AMUL (Rs.)
VADILAL (Rs.)
HAVMOR (Rs.)
OTHER (Rs.)
Total (Rs.)
Rabariwad Navrang Softdrinks 1 450 20000 20000
Total (Rs.) 20000 20000
Percantage 100.00% 100.00%
66
C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.
Area Outlet
Name No. of DF
Capacity of DF
AMUL (Rs.)
VADILAL (Rs.)
HAVMOR (Rs.)
OTHER (Rs.)
Total (Rs.)
I.G.Marg Patel bakers 1 350 60000 10000 70000
Total (Rs.) 60000 10000 70000
Percantage 85.71% 14.29% 100.00%
67
C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.
ZONE 3
Area Outlet Name No.
of DF
Capacity of DF
AMUL (Rs.)
VADILAL (Rs.)
HAVMOR (Rs.)
OTHER (Rs.)
Total (Rs.)
Kidney Hospital New Gocool Dairy Parlour 1 350 65000 65000
Total (Rs.) 65000 65000
Percantage 100.00% 100.00%
Area Outlet
Name No. of DF
Capacity of DF
AMUL (Rs.)
VADILAL (Rs.)
HAVMOR (Rs.)
OTHER (Rs.)
Total (Rs.)
Dairy Road
Shree Agency 1 450 15000 55000 70000
Boscy Parlour 4 600 90000 90000
Total (Rs.) 15000 55000 90000 160000
Percantage 9.38% 34.38% 56.25% 100.00%
Area Outlet Name No.
of DF
Capacity of DF
AMUL (Rs.)
VADILAL (Rs.)
HAVMOR (Rs.)
OTHER (Rs.)
Total (Rs.)
Vaniyavad Amul Parlour 2 300 30000 30000
Teen-cream Parlour 2 450 85000 85000
Jay Maharaj Corner 3 200 80000 80000
New Your Choice 1 450 50000 50000
Hardik Farsan 1 350 25000 25000
Raviraj Provision Store 1 400 35000 35000
Bansari Corner 1 450 20000 20000
Total (Rs.) 100000 60000 85000 80000 325000
Percantage 30.77% 18.46% 26.15% 24.62% 100.00%
68
C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.
By this zone wise distribution of ice-cream outlets we found that;
There are 54 outlets of ice-cream in Nadiad city, for our analysis purpose we
have divided the city in three major zones. In first zone the area come like
Amdavadi Bazaar, Vorwad, Mill Road, Mishion road, Pavanchakki, Pij
Road, Rail way Station, Dabhan Bhagol, Bhavsharwad etc. In second zone
the area come like Sindhi Market, Santram Road, Bus Stand, Paras Cinema,
I.G.Marg, Vaishali Road, etc. And in the third zone of the city area come
like Dairy Road, Vaniyawad.
Among the three major zone of the city Vadilal is the market leader of 1st
zone, other local brand is the market leader of 2nd
zone, and Amul is the
market leader of 3rd
zone.
Thus, Vadilal, Amul, and Other local brands are the market leader of at least
one zone, but, Havmor can‟t get the leadership of any zone.
Vadilal has better reach with 25 outlets selling Vadilal Ice cream. Amul and
Other local brand have 13 outlets. Havmor has 12 outlets in the whole
market.
Vadilal is the market leader with 29% share. Others local brand of the city is
in the second position with the market share of 27%. Havmor is in the third
position in the market with the 23% market share. And Amul is in the fourth
position with the lowest market share of only 22%.
69
C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.
SUGGESTIONS
In order to maintain and increase the sales of various flavor of ice cream
in the Nadiad city, the following recommendations regarding AMUL ice cream;
particularly for Brand Name, WD Behavior, Services, POP Support, Product
Availability, Replacement, Condition of product on delivery etc, are hereby
suggested:
First and foremost AMUL should take proper action in order to improve
services, because it is having more sales in parlors but it has poor sale in
other AMUL shops because of poor service so in order to gain more
market share it should focus every retailer.
Company should use brand ambassador for advertising purpose which is
suitable to the products and helpful to attract each age segment.
As flavors and packs availability is one of the key elements of ice cream
business, so it should provide maximum range of flavors and packs to
retailers so that no consumer leaves empty-handed.
As we know that Point Of Purchase plays significance role in attracting
the customer, motivate the retailers to increase the selling of goods and
creating brand positioning in the mind of consumer so POP Support
should be given by the WD as compare in order to increase the sales of
ice cream.
The company should replace the damage products of retailers. The
scheme benefits should be passed on to retailers. Sometimes cup are
empty and there are less spoons in the packets too, as compared to the
cup in the packet so such mistakes should be corrected in order to
increase the sales.
Company should introduce sales promotion schemes like free weight,
cutting knife, contest, free gifts etc.
Company should have to open more APO‟S and “A” class outlets
because total number of outlets in the city is very less in compare to its
major competitor VADILAL.
70
C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.
CONCLUSION
As we know that AMUL is very big organization and market leader of
DAIRY PRODUCTS. It has maximum market share in Milk, Butter and Cheese,
which are its major products. As we know that AMUL is co-operative organization
but ice cream industry is a profitable industry we can‟t ignore it. After having in
depth survey of the 54 retailers located at the different areas of Nadiad, ultimately I
can come to the conclusion part of the project. With the help of research company
can find out its weak points in ice cream products and it can improve its market
share through rectifying the mistakes. People have believe in AMUL products and
will accept its ice cream also if effective actions are taken.
The product is performing partial satisfactory in different areas. The major
issuers that lead to dissatisfaction of the retailers are lack of promotion of
the products and service provided to them, while price and place of product
is also not satisfactory.
In some areas distributors are not cooperating with retailers and also getting
wrong advantage of the company‟s monopoly, which drives retailers to
change their mind towards rival‟s product.
Company must come up with new sales promotion schemes like free
weight, cutting knife, contest, free gifts etc. in order to increase its market
share.
Company must come up with maximum range of flavors and packs to
retailers so that no consumer leaves empty-handed.
71
C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.
Company should have to open more APO‟S and A class outlets because
total number of outlets in the city is very less in compare to it‟s major
competitor VADILAL.
POP Support should be given by the WD as per the demand of retailers in
order to increase the sales of ice cream.
The company should replace the damage products of retailers. The scheme
benefits should be passed on to retailers. Sometimes cup are empty and
there are less spoons in the packets too, as compared to the cup in the packet
so such mistakes should be corrected in order to increase the sales.
Quality is the dominating aspect which influence consumer to purchase
AMUL Ice cream, so it should be maintained by the WD.
The positive thing is that, company is still successful to sustain its Brand
Image as well as the loyalty of customers. So, all a company need to do is to
increase its sales promotion to attract a customer, which ultimately
increases retailer‟s satisfaction level.
72
C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.
LEARNING EXPERIENCE During this whole summer training, I have experienced lot of market related
works of the ice-cream business.
I become able to know the current market position of various brand of ice-
cream.
Because of this training I have to learn that; How to interact with the
retailers in the real field of industry business.
I got detailed information about the Brand Name, WD Behavior, Service
provided, Product Availability, POP Support, ROI, Replacement, Consumer
Demand, Quality of different Brand of ice-cream.
I got information about the frequency of delivery of various brand of ice-
cream to retailers.
Now a day I am aware about the satisfaction level of retailers of each brand
of ice-cream.
I become able to survey of various product of ice-cream business.
Although AMUL ice-cream has a strong position in the market but their
Service, Replacement, and Product availability is poor in comparison to
other brands like Vadilal and Havmor.