Project Coke

8/3/2019 Project Coke

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A

PROJECT REPORT

ON

MARKET POTENTIAL OF AMUL PANEER INNAGAON DISTRICT

In the partial fulfilment of the post graduate

diploma in management (PGDM-2010-2012)

Under the Guidance: Submitted by:

Mr. JAYANTA GOSWAMI BIKU AGARWALA

Senior sales exeutive, Master School of Management

GCMMF LTD,Guwahati. Meerut, U.P.


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CONTENTS

CONTENTS

ACKNOWLEDGEMENT INTRODUCTION RESEARCH METHODOLOGY

Sampling Design Sample Size Respondents Tools of Data Collection Tools of Data Analysis

DATA ANALYSIS & INTERPRETATIONSSUGGESTIONS & RECOMMENDATIONSCONCLUSIONBIBLIOGRAPHY


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ACKNOWLEDGEMENT

This project is an outcome of a great deal of hard work, enthusiasm

and commitment of an industrious team without which this project

could not be brought into book.

First and foremost, I offer my sincere gratitude to Mr Jayanta

Goswami,Senior sales Executive for his valuable guidance and

immense support for this project and who also directed me every

moment in this enlightened journey.

In all successful work a lot of people work behind the curtains

whose contributions cannot be neglected. Here I would like to

express my gratitude to Mr. Apurba Mishra , Senior Manager Amul

,GCMMF,Guwahati and all the officials and employees of GCMMF Ltd

(Guwahati),our friends, all the respondents and all other concerned

persons who directly or indirectly supported me in this work and

guided it towards its completion.

Biku Agarwala


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INTRODUCTION

TITLE OF THE PROJECT:A STUDY ON THE market potential of Amul paneer in Nagaon district

This study aims to find out the most preferred brand in the

respective category and its market share in the Nagaon area

In this research study we have tried to find out the brand preference

of the following brands.

A) Amul paneer:

B) Ajanta paneer;

C) Gopal paneer

D) Local

These are leading brands in their respective category and they arehaving a good competition against each other in the Nagaon market.

AMUL AT A GLANCE.The Organization

Name : Amul

Type : Cooperative

Founded : 1946

Headquarters : Anand, India
http://en.wikipedia.org/wiki/Types_of_business_entityhttp://en.wikipedia.org/wiki/Cooperativeshttp://en.wikipedia.org/wiki/Anand,_Gujarathttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Anand,_Gujarathttp://en.wikipedia.org/wiki/Cooperativeshttp://en.wikipedia.org/wiki/Types_of_business_entity


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Key people : Chairman, Gujarat Co-operative Milk Marketing

Federation Ltd.

Industry : Dairy

Employees : 2.41 million milk producer

Website : www.amul.com

3.2.1 Vision

GCMMF will be an outstanding marketing organization, with

specialization in marketing of food and dairy products both

fresh and long life with customer focus and IT integrated. The

network would consist of over 100 offices, 7500 stockiest

covering at least every Taluka. Head quarter servicing nearly 10

lacs of outlets with a turnover of Rs.10, 000 Cr and serving

several co-operatives. GCMMF shall also create markets for its

products in neighboring countries.

3.2.2 Mission:

We at GCMMF endeavor to satisfy the taste and nutritional

requirements of the customer of the world through excellence
http://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Industryhttp://en.wikipedia.org/wiki/Dairyhttp://en.wikipedia.org/wiki/Employmenthttp://en.wikipedia.org/wiki/Employmenthttp://en.wikipedia.org/wiki/Websitehttp://www.amul.com/http://www.amul.com/http://en.wikipedia.org/wiki/Websitehttp://en.wikipedia.org/wiki/Employmenthttp://en.wikipedia.org/wiki/Dairyhttp://en.wikipedia.org/wiki/Industry


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in the marketing by our committed team. Through co-operative

networking, we are committed to offering quality product that

provides best value for money.

3.2.3 Introduction and History

In the year 1946 the first milk union was established. This union

was started with 250 liters of milk per day. AMUL was

established in the year 1955. In the year 1946 the union was

known as KAIRA DISTRICT CO-OPERATIVE MILK PROCUCERS

UNION. This union selected the brand name AMUL in 1955.

The brand name Amul means AMULYA which means

PRICELESS. A quality control expert in Anand had suggested

the brand name AMUL. Amul products have been used 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.(The total sale is

Rs 6 billion in 2005).Today Amul is a symbol of many things like

the high quality products sold at reasonable prices, the genesis

of a vast co-operative network, the indigenous technology of


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marketing, savvy of a farmers organization. It has been a

proven model for dairy development (Generally known as

ANAND PATTERN).

In the early 40s the main source of earning for the farmers of

Kaira district were farming and selling of milk. At that time

there was high demand for milk in Mumbai. The main supplier

of the milk was Polson Dairy Ltd which was a privately owned

company and held monopoly over the supply of milk at

Mumbai from Kerala. This system leads to exploitation of poor

and illiterate farmers by the private traders. The traders used to

decide the prices of milk and the farmers were forced to accept

it without uttering a single word.

However, when the exploitation became intolerable, thefarmers were frustrated. They collectively appealed to Sardar

Vallabhbhai Patel who was a leading activist in the freedom

movement. Sardar Patel advised the farmers to sell the milk on

their own by establishing a co-operative union, instead of

supplying milk to private traders. Sardar Patel sent the farmers

to Shri Morarji Desai in order to gain his co-operation and help.Desai held a meeting at Samarkha village near Anand, on 4

th

July 1946.He advised the farmers to form a society for

collection of the milk. This village society would collect the milk


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by them and would decide the prices at which they can sell the

milk. The District Union was also formed to collect the milk

from such village co-operative societies and to sell them. It was

also resolved that the government should be asked to buy milk

from the union.

However Government did not seem to help farmers by any

means. It gave the negative response by turning down the

demand for the milk. To respond to this action of Government,

the farmers of Kaira district went on a milk strike. For 15 whole

days no a single drop of milk was sold to the traders. As a result

the Bombay milk scheme was severely affected. The milk

commission of Bombay then visited Anand to assess the

situation. Having seemed the condition, he decided to fulfill the

farmers demand.

Thus their co-operative unions were forced at the village and

district level to collect and sell milk on a co-operative basis,

without the intervention of Government. Mr. Verghese Kurien

showed main interest in establishing union who was supported

by Shri Tribhuvandas Patel who lead the farmers in forming theco-operative unions at the village level. The Kaira district milk

producers union was thus established in ANAND was registered

formally on 14th December 1946. Since farmers sold all the


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milk in Anand through a co-operative union, it was commonly

resolved to sell the milk under the brand name AMUL.

At the initial stage only 250 liters of milk was collected every

day. But with the growing awareness of the benefits of the

cooperativeness, the collection of milk increased. Today Amul

collect more than 11 lakhs liters of milk every day. Since milk

was a perishable commodity it becomes difficult to preserve

milk for a longer period. Besides when the milk was to be

collected from the far places, there was a fear of spoiling of

milk. To overcome this problem the union thought out to

develop the chilling unit at various junctions, which would

collect the milk and could chill it, so as to preserve it for a

longer period. Thus today Amul has more than 150 chilling

centers in various villages. Milk is collected from almost 1073

societies.

With the financial help from UNICEF, assistance from

Government of New Zealand under the Colombo plan, of Rs 50

million for factory to manufacturing milk powder and butter,

was planned Dr. Rajendra Prasad, the president of India laid thefoundation on November 15, 1954. Shri Pandit Jawaharlal

Nehru, the prime minister of India declared I open at Amul

dairy on November 20, 1955.


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3.3.4 GCMMF: An Overview

Gujarat Cooperative Milk Marketing Federation (GCMMF) is

India's largest food products marketing organization. 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.

CRISIL, India's leading Ratings, Research, Risk and Policy

Advisory company, has assigned its highest ratings of

"AAA/Stable/P1+" to the various bank facilities of GCMMF.

Members : 13 district cooperative milk

producers' Union

No. of Producer Members : 2.79 million

No. of Village Societies : 13,328
http://www.amul.com/photogal/pg260608.htmlhttp://www.amul.com/photogal/pg260608.htmlhttp://www.amul.com/photogal/pg260608.htmlhttp://www.amul.com/photogal/pg260608.htmlhttp://www.amul.com/photogal/pg260608.htmlhttp://www.amul.com/photogal/pg260608.htmlhttp://www.amul.com/photogal/pg260608.html


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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

Cattle feed manufacturing

Capacity:

:3500 Mts per day

3.3.5 Amul Secret of Success

The system succeeded mainly because it provides an assured market at

remunerative prices for producers' milk besides acting as a channel to

market the production enhancement package. What's more, it does not

disturb the agro-system of the farmers. It also enables the consumer an

access to high quality milk and milk products. Contrary to the

traditional system, when the profit of the business was cornered by the

middlemen, the system ensured that the profit goes to the participants

for their socio-economic upliftment and common good.

Looking back on the path traversed by Amul, the following features

make it a pattern and model for emulation elsewhere.


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Amul has been able to:

Produce an appropriate blend of the policy maker farmers boardof management and the professionals: each group appreciating itsrotes and limitations.

Bring at the command of the rural milk producers the best of thetechnology and harness its fruit for betterment.

Provide a support system to the milk producers without disturbingtheir agro-economic systems.

Plough back the profits, by prudent use of men, material andmachines, in the rural sector for the common good and

betterment of the member producers.

Even though, growing with time and on scale, it has remainedwith the smallest producer members. In that sense, Amul is an

example par excellence, of an intervention for rural change.

The Union looks after policy formulation, processing and marketing of

milk, provision of technical inputs to enhance milk yield of animals, the

artificial insemination service, veterinary care, better feeds and the like

- all through the village societies. Basically the union and cooperation of


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people brought Amul into fame i.e. AMUL (ANAND MILK UNION

LIMITED), a name which suggest THE TASTE OF INDIA.

Amul (Anand Milk Union Ltd.) is based on four hands, which arecoordinated with each other. The actual meaning of this symbol is co-

ordination of four hands of different people by whom this union is at

the top position in Asia.

First hand is of farmers, without whom the organization wouldnot have existed.

Second hand is of processors, who process the row material (milk)into finished goods.

Third hand is of marketer, without whom the product would havenot reached the customers.

Fourth hand is of customers, without whom the products wouldhave not carried on.


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Sales Turnover

Sales Turnover Rs (million) US $ (in millions)

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

3.4 Distribution Network

Consumers expect marketers to deliver products in the locations and

forms they require. To meet expectations of such demanding consumers,


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alignments of our four Distribution Highways of Fresh, Chilled, Frozen

and Ambient products were already made by introducing Project DIL.

Subsequently, a major initiative was taken to enhance distribution

network to smaller towns. About 1200 distributors in small towns across

India were added during this initiative. Today about 3000 Distributors

ensure availability of Amuls products across India, whether it is in Lehor Lakshadweep, in Kutch or Arunachal. Simultaneously, to augment

fresh milk distribution in various markets of India, approximately 1400

exclusive Milk Distributors have been inducted.

Last year, the retail market was divided into 14 specific segments to

achieve further distribution efficiency. This year focus was on inducting

distributors having expertise in servicing such specific market segments.

This initiative is yielding results by way of ensuring wider availability ofproduct range.

The role of distributors in this business process has never been more

diverse or more important, as it is today. As a matter of fact, Amul

considers Distributors to be the real Marketing Manager of their

organization. To enhance business performance of the Distributors, a

workshop on Marketing and Sales Management was designed in

collaboration with a premier business school. The objective of the entire

initiative was to upgrade the knowledge of the Distributors in terms ofcontemporary Business Management Practices, so that they can perform

well not only as business partner but also as Marketing Managers.

During the year, 659 Distributors have undergone this programmed in 39

locations.

Cold Storage is an extremely essential component in the Federations

distribution process. Unfortunately, availability of efficient cold storage

facilities is grossly inadequate in our country. To cope up with the

increasing need of suitable cold stores closer to our markets, we have

continued our endeavor of creating the Federations own cold stores this

year in various locations across the country.

To get an exposure to Amuls cooperative structure, culture as well as

operational systems and processes, every year the company invites their


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distributors, major retailers and other business partners to Anand, for

Amul Yatra. So far, about 7000 Distributors and other business partners

have participated in this Amul Yatra.

Distribution Chart

Agents

Wholesaler

Retailer

Consumer

We can see from above figure that GCMMF distribution channel is simple andclear. The products change hands for three times before it reaches to the final

consumer. First of all the products are stored at the Agents end who are mere

facilitators in the in the network. Then the products are sold to wholesale dealers

who then sell to retailers and then the product finally reaches the consumers.

Products


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3.5 List of Products Marketed

Breadspreads:

Amul Butter Amul Lite Low Fat Breadspread Amul Cooking Butter

Cheese Range:

Amul Pasteurized Processed Cheddar Cheese Amul Processed Cheese Spread Amul Pizza (Mozarella) Cheese Amul Shredded Pizza Cheese Amul Emmental Cheese Amul Gouda Cheese Amul Malai Paneer (cottage cheese) Utterly Delicious Pizza

Mithaee Range (Ethnic sweets):

Amul Shrikhand (Mango, Saffron, Almond Pistachio, Cardamom) Amul Amrakhand Amul Mithaee Gulabjamuns Amul Mithaee Gulabjamun Mix Amul Mithaee Kulfi Mix Avsar Ladoos

UHT Milk Range:

Amul Shakti 3% fat Milk Amul Taaza 1.5% fat Milk Amul Gold 4.5% fat Milk Amul Lite Slim-n-Trim Milk 0% fat milk Amul Shakti Toned Milk Amul Fresh Cream Amul Snowcap Softy Mix

Pure Ghee:

Amul Pure Ghee Sagar Pure Ghee Amul Cow Ghee
http://www.amul.com/bread-butter.htmlhttp://www.amul.com/bread-lite.htmlhttp://www.amul.com/cheese-cheddar.htmlhttp://www.amul.com/cheese-spreads.htmlhttp://www.amul.com/cheese-mozzarella.htmlhttp://www.amul.com/cheese-emmental.htmlhttp://www.amul.com/cheese-gouda.htmlhttp://www.amul.com/desserts-shrikhand-.htmlhttp://www.amul.com/desserts-gulabjamun.htmlhttp://www.amul.com/desserts-jamunmix.htmlhttp://www.amul.com/desserts-kulfi.htmlhttp://www.amul.com/fresh-tazza.htmlhttp://www.amul.com/fresh-gold.htmlhttp://www.amul.com/fresh-slim.htmlhttp://www.amul.com/fresh-cream.htmlhttp://www.amul.com/cooking-sagar.htmlhttp://www.amul.com/cooking-sagar.htmlhttp://www.amul.com/cooking-sagar.htmlhttp://www.amul.com/cooking-sagar.htmlhttp://www.amul.com/fresh-cream.htmlhttp://www.amul.com/fresh-slim.htmlhttp://www.amul.com/fresh-gold.htmlhttp://www.amul.com/fresh-tazza.htmlhttp://www.amul.com/desserts-kulfi.htmlhttp://www.amul.com/desserts-jamunmix.htmlhttp://www.amul.com/desserts-gulabjamun.htmlhttp://www.amul.com/desserts-shrikhand-.htmlhttp://www.amul.com/cheese-gouda.htmlhttp://www.amul.com/cheese-emmental.htmlhttp://www.amul.com/cheese-mozzarella.htmlhttp://www.amul.com/cheese-spreads.htmlhttp://www.amul.com/cheese-cheddar.htmlhttp://www.amul.com/bread-lite.htmlhttp://www.amul.com/bread-butter.html


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Infant Milk Range:

Amul Infant Milk Formula 1 (0-6 months) Amul Infant Milk Formula 2 ( 6 months above) Amul spray 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 Standardized 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

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)
http://www.amul.com/powder-milkfood.htmlhttp://www.amul.com/powder-milkpowder.htmlhttp://www.amul.com/powder-dairy.htmlhttp://www.amul.com/powder-skimmilk.htmlhttp://www.amul.com/powder-coffee.htmlhttp://www.amul.com/cooking-mithai.htmlhttp://www.amul.com/fresh-tazza.htmlhttp://www.amul.com/fresh-gold.htmlhttp://www.amul.com/cooking-mastidahi.htmlhttp://www.amul.com/icecream/royal.htmlhttp://www.amul.com/icecream/nutomania.htmlhttp://www.amul.com/icecream/nature.htmlhttp://www.amul.com/icecream/nature.htmlhttp://www.amul.com/icecream/nutomania.htmlhttp://www.amul.com/icecream/royal.htmlhttp://www.amul.com/cooking-mastidahi.htmlhttp://www.amul.com/fresh-gold.htmlhttp://www.amul.com/fresh-tazza.htmlhttp://www.amul.com/cooking-mithai.htmlhttp://www.amul.com/powder-coffee.htmlhttp://www.amul.com/powder-skimmilk.htmlhttp://www.amul.com/powder-dairy.htmlhttp://www.amul.com/powder-milkpowder.htmlhttp://www.amul.com/powder-milkfood.html


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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

ABOUT AMUL PANEER

Amul enter the Fresh Paneer segment by leveraging its Liquid Milk distributionnetwork covering over 100000 retail outlets across India. India's top dairy brand on

Monday launched Amul Fresh Paneer .

Amul Fresh Paneer is the latest addition in its product portfolio in its quest to becomethe numero-uno brand in the Indian Paneer market.
http://www.amul.com/desserts-chocolates.htmlhttp://www.amul.com/desserts-chocolates.htmlhttp://www.amul.com/healthy-nutramul.htmlhttp://www.amul.com/healthy-nutramul.htmlhttp://www.amul.com/desserts-chocolates.htmlhttp://www.amul.com/desserts-chocolates.html


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After establishing itself as a market leader in Frozen Paneer category through its AmulMalai Paneer brand commanding over 65% market share in the branded Paneer market,Amul is now entered the Fresh Paneer segment in order to strengthen its position in theDairy products category.

To start with, Amul launched Amul Fresh Paneer which does not contain any harmfulchemicals or preservatives, in Ahmedabad through its Liquid Milk distribution network.

Amul Fresh Paneer is an ideal choice since it is made from Pure and Fresh Milk giving ita rich and creamier taste.

It has high fat content and low moisture content as compared to loose Paneer availablein the market. Amul Fresh Paneer has smooth & uniform texture which is required forpreparing mouth-watering recipes. Since it is available in tamperproof sealed poly-pouches, the quality of Amul Fresh Paneer does not get affected and can be stored in therefrigerator for 15 days. Amul Fresh Paneer is easy to use as it can be cut, fried & gratedas per the choice.

Indian Paneer market is estimated to be around one lac metric tonnes per annum, 80%of which is sold as loose Paneer by local milk vendors. It is the largest dairy product soldin terms of volume after Liquid Milk.

Paneer is a universally accepted product across Indian sub-continent and is the highest

consumed dairy product. Paneer market can be divided into two major segments viz consumers

& institutions. Institutional segment contribute to over 80% of the total Paneer market.

However this segment is highly price sensitive.

METHODOLOGY OF STUDYRESEARCH METHODOLOGY


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a.Research design

b.Sample Design

c.Feature of good Sampling

d.Sample size

e.Data collection Method

RESEARCH METHODOLOGY

Research methodology involves the process to systematically solve the research problem or

research objectives of the research. It not only includes research methods uses in conduction the

research but also consider the logic behind the methods we adopt in the context of our

research study and explain why we are using a particular method of technique and why we are

not using others so the research results are capable of being evaluated either by the researcher

himself or by others.


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Research Methodology of a research includes these major aspects of a research:-

Research Design Sampling Design Data Collection Methods Processing and Analysis of Data Interpretation and Conclusion

RESEARCH DESIGN

A Research design is the arrangement of conditions for collection and analysis of data in a

manner that aims to combine relevance to research purpose with economy in procedure. In fact,

the research design is the conceptual structure with in which research is conducted. It

constitutes the blueprint for collection, measurement and analysis of data.

1. What is the study all about?

2. Why is the study being made?

3. What type of data is required?

4. Where can the required data are found?

5. What periods of time will study included?

6. How will the data be collected?

7. How will the data be analyzed?

8. In what style will report be prepared?

SAMPLING DESIGN


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Selection of units (like people, organizations etc.) from a given target population is called

sampling. Sampling and its study simply help the researcher to generalize the results of

consumer research done on a specific sample, to the whole population from and finite part

of a statistical population the properties of which are analyzed and studied to understandthe population (Webster 1985) When applied to people sampling can be defined as a set of

respondents taken from large population for the purpose of a survey.

SAMPLING DESIGN TECHNIQUES

There are various types of sampling design techniques. All the sampling design

techniques are divided into two categories:-

(A) Non Random Sampling Techniques(B) Random Sampling Techniques

(A)Non Random Sampling Techniques are:-

1. The Connivance Sampling2. Judgmental Sampling3. Quota Sampling, and4. Penal Sampling.(B)Random Sampling Techniques are:-

1. Simple Random Sampling


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2. Systematic Random Sampling3. Stratified Sampling4. Cluster Sampling5. Multi Stage Sampling, and6. Purposeful Sampling.

SAMPLE SIZE

Every researcher has to determined to sample size of the population for which the

study is to be conducted. For example All senior citizens residing in national capital region.

Then the next step is to determine the samples size that is to be selected from the population.

Determination of the precise size of a sample that has to be selected from the population

is a difficult task.In this research 40 Correspondence has been taken

DATA COLLECTION METHODS

There are two types of data:-

1. Primary Data, and2. Secondary Data

The which are used in this summer training report are the primary data

and these collect from the following methods:

1. Survey method2. Interview method3. Observation method, and4. Document review

Field Work:


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Field work needs many managerial and administrative skills apart from the research skill, as it

is very important step in the process of marketing research. The field work involved searching and

finding out prospective customers, handling their queries, sales and marketing of new connections

and retaining of the old customers. Each and every day I was to visit different customers directly,

through phones, in the different offices and retail outlets and I used to maintain daily records of thedifferent activities.

Limitation of the Study:

The study has some limitations these are :

1. The survey was limited to some specific areas of Nagaon. So drawing the conclusion about

the whole Amul market in Assam based on these 11 areas may not be the true picture.

2. The psychology and temperament of a respondent play a significant role. Some respondents

are more sensitive as against others who are more tolerant. Change in their composition of the

respondents can affect the answers adversely and favorably.

3. As I have visited many remote areas so I find many difficulty in making the people different

question as they are illiterate.

4. Some of the respondents hesitate to give the answers thinking me as an government inspection

employee.

5. Respondents may not have time in answering various questions and may be biased to certain

questions.

6. In proper Nagaon the retailers are so busy that we had to skip the rank ordered question from

our questionnaire.

7. In some areas the number of retailers is very small. So the sample size in that area was not

sufficient as expected.


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8. As I have mainly focused in the Nagaon area especially in the urban sector so I could not

bring about the exact condition about the rural areas due to limitations of time and improper

communication facilities in the rural areas

DATA ANALYSIS AND INTERPRETATION:Data Interpretation:

The following questionnaire was prepared to find out the responses

from the retailers:

Amul india lIMITED

Nagaon branch

Research proposal


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An effort by...........

Biku Agarwala

Master school of Management

F

17, Shastrinagar, Meerut.

Pin 250 005. (U.P.)

Amul paneer success potential.

QUESTOINNARE

Name of the out late ................................. Owners name .......................................... Contact no .............................................. Address ..................................................


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..................................................

Q.1) How do you like to stock paneer ?

Daily wise. Weekly wise. Monthly wise.

Q.2) Do you kept local brands paneer ?

Yes. No.

Some times.

Q.3) Rank the following paneer according to the demand in your shop1)Amul 2) Ajanta 3)Gopal 4)local

Q.4) How many freezer do you use in your out late?

One . Two. More than two.

Q.5) Does brand matters to the customers?

Yes.


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No.6)Are the sales affected due to stock problem of Amul ?

a) Yes b)No

7) Which is the most important criteria for the choice of selection by the

consumers?

a) Price b)Taste c) Packaging d) Brand name

8) Are you satisfy with the replacement policy of amul paneer?

a) Yes b)No

9)Which company you think is competitor of Amul paneer

a)Ajanta b)Gopal C)local

d)local

10)which packet size of Amul paneer sales the most?

a)100gm b)250gm b)1kg

11) How many rupees do you have invest in purchasing paneer of different

brand per month?

Brands Rs 5000-Rs

10000

R10000-Rs

15000

Rs15000-Rs

20000

More than Rs

20000

Amul

Ajanta

Gopal

Local


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DESCRIPTIONS OF THE QUESTIONS:In this description of the questions we have selected only those which will help

us to draw a meaningful conclusion from the survey and so we have selected the

following questions:Q1,Q2,Q3,Q4,Q5,Q6,Q7,Q8,Q9,Q10,Q12Question No.1How do you like to stock paneer?

This question was basically asked to have an idea about the sales

of paneer.

The findings were-

5 retailers in the area stock paneer monthly wise.

25retailers in the area stock paneer weekly wise.

10 retailers in the area stock paneer daily wise.


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Question No.2DO YOU KEEP LOCAL BRANDS PANEER?The question was asked to know the availibilty of brands in

comparison to local products.

The findings were:

25 retailers had products of local paneer.

7 retailers did not keep local paneer.

8 retailers keep local products sometimes

Question No.3Rank the following paneer according to the demand in your shop2)Amul 2) Ajanta 3)Gopal 4)localThe question was asked to know the most demanded brand by the

consumers in the paneer segment.


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The findings were as follows:

10 outlets ranked Amul 1st i.e.20 %

12 outlets ranked Ajanta 1st i.e. 24%

8 outlets ranked Gopal 1st i.e. 16%

10 outlets ranked local paneer 1st i.e. 20%

As per the findings we can figure it out that Ajanta is the most demanded brand

in the paneer segment and thereafter followed by amul and local in the second

position.

Question No.4How many freezer do you use in your out late?The question was asked to find the stocking capacity of retailers

The results are:

35 outlets have 1 freezers

4 of the outlets have 2 freezrs

1 the outlet have more than 2 freezers

20%

24%

16%

20%DEMAND

AMUL

AJANTA

GOPAL

LOCAL


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Question No.5)Does brand matters to the customers?The question was asked to know the brand consciousness of

consumers.

The survey shows that:

18 outlets have said brand matters to the consumers

22 outlets have said that brand do not matters to the consumers


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Question No6.Are the sales affected due to stock problem of Amul

The question was asked to know if the retailer face problem due to

unavailability of Amul paneer.

The findings are:

29 outlets have said that they face problem due to Unavailibility of

Amul paneer

11 outlets havesaid that they do not face any problem


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Thus we can clearly see that majority of retailers face

problem due to unavailibity those who do not face any

problem they substitute Amul paneer with other brands.

Question No.7Which is the most important criteria for the choice of

selection by the consumers?

The question was asked to know the consumers criteria of selection.

Following are the findings:

20 outlets have regarded price as selection criteria

12 of the outlets have regarded taste as selection criteria

8 outlets have regarded brand name as selection criteria

None of the retailers have regarde packaging as a criteria


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Question No.8 Are you satisfy with the replacement policy of amulpaneer?The question was asked to know the satisfaction of retailers with

the Amul paneer replacement policy.The findings are:

30 0utletts are satisfied

10 outlets are not satisfied


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Question No.910)Which company you think is competitor of Amul

paneer?

The purpose of the question was to know the opinion of retailers

about the competitor of Amul paneer from retailers point of view.

The findings are:-

12 outlets regard Ajanta as competitor .

10 outlets regard Gopal as competitor

18 outlets regard Local paneer as competitor.

26%27% MARKET SHARE

AMUL

AJANTA


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It is evident from the findings that most of the outlets regard local

paneer as its closest competitorl

10)which packet size of Amul paneer sales the most?

The question was asked to find out the most sold packet size of Amul

paneer

The findings are;

12 retailers said that 100 gm packet sells the most

28 retailers said that 250 gm sells the most

None of the retailers said that 1kg packet sells the most

30%

25%

45%

COMPETITOR OF AMUL

PANEER

AJANTA

GOPAL

LOCAL


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MARKET SHARE OF DIFFERENT BRANDS

SALE PER TOTAL SALE OF PERCENTAGE

DAY 40 SHOPS

AMUL 2570 10000 26%

AJANTA 2710 10000 27%

GOPAL 1770 10000 18%

LOCAL 2950 10000 28%


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It is observed that local paneer leads the market by 29% market

share followed closely by Ajanta and Amul with27% and 26% market

share respectively.Gopal paneer has the least market share of 17%

26%

27%17%

29%MARKET SHARE

AMUL

AJANTA

GOPAL

LOCAL


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FINDINGS

This research project has revealed several significant results.

1)We have found that Amul paneer has been able to

penetrate in the segments of paneers.

2) This presence of wide variety of brands is indeed one of

the biggest strength of the company. Products from Amul

lead the market in various segments.

3) The distribution system and the strategies thereby

adopted have not been very effective to cater to the needsof the retailers and the final consumers.

4) Amul paneer face competition not only from its rival

companies but at the same the various local products also

compete against each other to achieve greater sales

irrespective of their category.

5) Finally the aggressive marketing strategies adopted by

other brands might be an area of concern for Amul in near

future.

6)There is a huge demand of 500gm packet size of amul

paneer which is yet not available

7)Ajanta is giving a tough competition to Amul paneer

8)Most of the retailers are willing to increase deep freezers

if supply is constant

9) Amul paneer needs to supply more in certain areas


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RECOMMENDATIONS & SUGGESTION

Promote customer value chain across the market byenhancing distribution channels.

Explore new market opportunities where Amul is weakerthan its rival companies.

The company is required to emphasis on Availability of250 gms packets

The company should maintain the Ability to retain &develop customer relationship.

To have constant feedback at regular intervals toimprove & develop the performance of the distribution

system.

Proper company norms for the distributors should be implemented sothat uniformity in the distribution exists.

One of the findings of the research is that the price at which theproducts are made available to the retailers by the distributors varies.

Some distributors charged a relatively high price as compared to some

other distributors. So uniform price charge by the distributors isrecommended.

Supply of products in the peak season should be increased. There hasbeen a complain that Amul paneerS though has a high demand during

the festive seasons but the company is not being able to meet the

demand.


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Supply should be regular to all outlets. Distributors visit only thoseretail points which order the products in bulk while ignore the orders

of the adjacent retail points as these retail points orders only one or

two items.

Product knowledge should be given to the distributors and somerewards should be given to the distributors for transferring thisproduct knowledge to the retailers.


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CONCLUSION

Under this project I learn lot of practical things like how the market

works, how to approach the owner of retailerss, how to convince themetc.

I visited various retail outlets of Amul paneer in Nagaon and tried my

best to convince the proprietor to collect the exact data to structure

the accurate market share of paneer branda and also the feedbacks,

liking and disliking of the retailer and consumer. This was a really good

and fruitful experience for me as I got the picture of real market and

felt a part of Amul LTD. I had mixed of good and bad experience and

this will help me a lot in my near future.

Having the prior theoretical knowledge and the knowledge now

acquired will definitely help me in the near future and for this I will

always remain grateful to Amul LTD.

BIBLIOGRAPHY

BOOKS:


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I. KOTHARI .C.R.Research Methodology, New Delhi

Vikas publishing House Pvt. Ltd.

II. KOTLER PHILIP & KELLER KEVIN LANE, Marketing Management,Practice Hall, New Delhi

Websites:1> www.goggle.com2> www.youtube.com3> www.ask.com4> www.wikipedia.com

Documents

Project Coke