Summer Training PresentationOn

"ANYLYSING MARKET SHARE OFAMUL POUCH MILK IN

KANPUR"

PRESENTED BY CORPORATE GUIDE: FASEEH AZIM KHAN Mr. Animesh Kishore DIWAN ATAHAR KHAN Mr. Manoj Karki

Content Introduction of Project. Company profile. Objectives of the study Research methodology. Research work. Data analysis. Findings. Conclusion. Recommendations. Limitations.

Introduction of Project In this project, we have done a survey and collected

data on the basis of a questionnaire . As per our topic "ANYLYSING MARKET SHARE OF

AMUL POUCH MILK IN KANPUR“ our main focus :- To analyse the market share of amul

pouch milk in market. AMUL milk, the market leader in Kanpur district over

the years , had lost the market share drastically.

Company Profile

Based in Anand,Gujarat

Registered on December 14, 1946

Sourced from the sanskrit word amoolya.

Amul products have been use in millions of homes

since 1946.

Amul a leading food brand in India .

Founder Of The Amul Company

Dr Verghese Kurien, the Chairman of the GCMMF (Gujarat Co-operative Milk Marketing Federation Ltd), an apex cooperative organisation, based in the in Anand town of Gujarat, India.

White Revolution. (1966)

Verghese Kurien’s Amul experiment in Gujarat soon blossomed into the much larger Operation Flood, spread over 23 states, 170 districts and 90,000 village cooperatives. It changed India from an importer to the world's largest milk producer and exporter.

Gujarat Cooperative Milk Marketing Federation

India's largest food products marketing organisation.

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

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

plant to convert surplus milk produced in the cold seasons into

milk powder and butter.

In 1973, the milk societies/district level unions decided to set up

a marketing agency to market their products.

It was registered as a co-operative society on 9 July 1973.

GCMMF Today

Members: 17 district cooperative milk producer’s union (16 nominal member)No. of Producer Members: 3.18 millionNo. of Village Societies: 16,117Total Milk handling capacity: 10.21 million litres per day Milk collection (Total 2011-12): 3.18 billion litresMilk collection (Daily Average 11-12) 10.6 million litresMilk Drying Capacity: 647 Mts. per dayCattle feed manufacturing Capacity: 3690 Mts. per day

Sales Turnover ( 2011-12 ) : Rs. 11668 crores

GCMMF TURNOVER

Objectives

To find Total Milk Market in Kanpur.

To analyze the Amul Milk share in Kanpur City.

To know the market share of different companies.

To know the factors which affects the buyer’s

buying behaviour to purchase milk.

To find the main reasons behind decrease in sale.

To find what Advertising medium most use by

competitors.

Research MethodologyResearch Design :-

Descriptive Research Design

RESEARCH METHODS FOR COLLECTING DATA :-

Survey Method

Sources of Data

Questionnaires & interview of Retailers

DATA COLLECTION: Main emphasis was given to primary

data.Primary Data CollectionQuestionnairePersonal interview 

Secondary Data Collection

File records of the organization

Organization history and profile

Internet

Questionnaire in the project consists of:

Multiple choice questions

Dicthomus

DATA REPRESENTATION:

Data representation is in tabulation and graphical forms.

DATA ANALYSIS:

Data is analyzed with the help of statistical methods using

bar diagrams, pie charts etc.

LOCALITY: I have selected to perform my project in Kanpur.

In these respective Areas :-

Kidwai Nagar,Dada Nagar, Jajmau,CocaColaChauraha, Mall

Road, Govind Nagar,Krishna Nagar, kaka Dev .

Sampling:-

Sample Design: Non random sampling

Size of sample: 100

DATA ANALYSIS

What is your average Sale of milk per day?

Which brands of Milk in your shop?

Which brand provides best distribution service in milk?

15%

20%

65%

SalesAmul Parag NamasteIndia

What is prefer by customer in pouch milk?

Do you satisfy with the Way of packaging?

yes30%

No70%

%

Are you think customer affected by the promotional activities ?

What are the Advertising medium use by competitors ?

Opinion about Amul Milk?

Who are the best competitors of Amul milk?

Do you think that Amul is suitable to give you required return?

YES30%

NO70%

Column1

You get your delivery at right time ?

YES28%

NO72%

Sales

Finding TOTAL MILK MARKET IN KANPUR

Sales Record DataArea NO. of

RetailerTotal sale (crates)

Sale of Amul Before Namaste India

launch ( crates )

Sale of Amul After Namaste India launch

( crates )

Govind Nagar 10 87.5 81.5 60.5

Kidwai Nagar 10 55 50 42

Coca-Cola Chauraha

2 7 7 5

Kaka Dev 2 100 87 57

JajMau 7 157 116 90

Dada Nagar 3 145 133 120

Mall Road 5 70 60 35

MARKET SHARE ANALYSIS

Reason behind decreased in share ?

65

43

21

Series 1Series 1

FindingsHuge difference between proper demand and

supply.Lack of promotional activities.Leakage problem.Late in delivery.

Conclusion We found that the customers mainly affected by promotional

activities so Amul must come up with new promotional activities

such that people become more aware about Amul milk .

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

and Namaste India provide a better availability and give

competition due to local brand .

People are mostly satisfied with the overall quality of Amul

milk, but for the existence in the local market Amul must use

aggressive selling techniques.

Contd…Its not easy to deal with the people of various

mindset.Always be ready to do anything necessary to

makes your things doneIts all about Branding, people buy products

what they see, Brand loyalty is very low.Finally we found that “ jo dikhta hai wo bikta

hai “

Recommendations : Company have to organize well defined distribution

channel. Sales promotion and advertising to be made more frequent

for brand building. Company should make plans for better performance to the

sales man. Company should pay attention on the customers and

retailers suggestions and complaints about products, service policies, price changes, advertising companies etc.

The incentive structure should be revised for the retailer to increase the sells

Cont….

Due to increasing consciousness of customers and dealers the company should consistently focus in developing the quality as well as quantity of the product.

Company should gather information of competitor’s activities on regular basis.

LIMITATIONS OF THE STUDY :-

As the research was conducted in Kanpur city its result are valid

for Kanpur city.

The study is conducted during the period of June-2012 to July-

2012 hence results are valid for this time period.

Only the sample of retailers was surveyed because of limited

time.

As the survey was conducted on questionnaire basis as

everything in details was not available.

The scope of the study is retracted to Amul Milk in Kanpur city

only.