Research Papr

8/2/2019 Research Papr

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Scope and Creation of Amul Parlors in educational institutes and

Organisations

Abhishek Gupta

Ms. Vandana Gupta

Marketing Research

17 August 2011


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Abhishek Gupta

Ms. Vandana Gupta

Marketing Research

17 August 2011

Scope and Creation of Amul Parlors in Organisations

Amul . leader in dairy products has a great influence on the students in Educational

institutions and employess working in organizations as it plays a vital role in providing the

necessary nutrients.

The competition which an organization faces now a days is not of man power, its the mental

ability which is under pressure and is challenged.Linking the institutions/organization with

Amul products and parlors is to expand their market sharE and secondly to provide healthy

products to the students,employees,customers etc in the place area.

Firstly, this project is undertaken to convince educational institutions and

organizations in Noida and Greater Noida region for creating the Amul parlor in their

premises by telling them about the benefits they would get if they get parlor install. This is

one of the ways through which Amul wants to achieve its target of opening 10000 more amul

parlors by the end of 2012 and secondly to provide health benefits or rather providing quality

products to consumers at an affordable prices.

Secondly, this project aims at finding the scope of Amul products and parlors in

Educational institutions and organization. This is basically to find the consumer preference

towards Amul dairy products and parlours through the mode of questionnaire.

Amul believes is value for money which is not just about low prices-it means offering the

best quality products at the most reasonable prices.

Amul now needs to challenge their distribution to reach markets of noida and greater noida

area with innovative products and services so that more and more consumers benefit from

their wide and expanding range.Their Federation is taking steps both to deepen market

penetration as well as to accelerate its growth.


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Amul Parlors

Amul has come out with a unique concept of Amul Parlours. They have classified

themunder four types namely:

Center for excellence

On the Move

Amul Parlours

Amul Preferred Outlets

Center for Excellence:These Amul Parlours are specifically at a place, which has a class of excellence

of its own. We can find such parlors at the Infosys, IIMA, NID Ahmedabad

etc.26

On the Move:

These parlors are at the railway stations and at different state bus depots across different

cities.

Amul Parlours:

These parlors can be seen at different gardens across different cities.These are fully

owned by Amul.

Amul Preferred Outlets:

These are the private shops that keep the entire of product range of Amul. They also

agree not to keep any competitor brands in the outlets. They can keep other brands that

are in the non-competitor category. Amul has more than 6000 such outlets right now. It wants

to have 1,00,000 parlors by the end of the year 2020

The Gujarat Cooperative Milk Marketing Federation (GCMMF) which markets the

popular Amul brand of milk and dairy products crosses the 2 billion dollar sales turnover

mark. During the financial year 2010-11, GCMMF registered a topline growth of 22.1%,

achieving turnover of Rs 9774 crore.The results of the apex body of the dairy cooperatives in

Gujarat were declared on 21st June 2011, in the 37th Annual General Meeting of


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GCMMF.GCMMF, chairman, Parthibhai G. Bhatol said that this performance is even more

remarkable, when viewed from the perspective that the organization was able to achieve 1

billion dollar turnover in the 33rd year of its formation while it took only just four more years

to add another one billion dollar to its turnover. Turnover of GCMMF registered CAGR of

23% during the last 4 years. 'GCMMF plans to achieve turnover of Rs 12,000 crores in the

year 2011-12," he said.

Discussions of Research Questions:

First question is about the awareness about any dairy brand. This is to know if the concerned

person takes interest in dairy products or not. Second question deals with fact that if you

prefer branded dairy products or you use local products. A very important thing is money. So

the third question is about finding how much a customer spends on dairy products daily. To

see the impact of a brand , fourth question is about the brand name which comes first to their

mind.

After the awareness about brands another thing which is important is how much weightage

does that brand have in a customer choice. So fifth question deals with that. Coming directly

to the Amul products. Which products of Amul has he/she tried, question six and seven

focuses on that. And the different attributes that Amul products focuses on is aimed in

question nine. The most economical brand is questioned as no. eight. How much

advertisements play a role in customers choice is seen in question twelve.

Combining all the results from all the questions we get a rough idea about the choice and

preferences of the customer and on that basis an analysis can be done.


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Data Analysis:

Table 4.1 Awareness of dairy products brand

AWARENESS OF DAIRY

PRODUCT Column1 Column2

Yes 120

No 0

FIGURE 4.1 Awareness of dairy products brand

INTERPRETATION:

After doing the analysis, it shows that 100% of the respondents were aware about dairy

products brands. So awareness is not an issue for Amul.

0

20

40

60

80

100

120

140

Yes No

No.ofstude

nts

Awareness of dairy products brands


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Table 4.2 Preference of branded or non branded product

FIGURE 4.2Preference of branded or non branded product

INTREPRETATION:As our results show that most of the respondents prefer branded dairy

products and this information is very important to know as Amul is a big brand. 117

respondents out of 120 prefer branded dairy products and just 3 of them goes for non branded.

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0

20

40

60

80

100

120

140

Branded product Non Branded product

Series1

what do you prefer? Column1

Branded product 117

Non Branded product 3


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TABLE 4.3Level of spending on daily on dairy product

FIGURE 4.3Level of spending on daily on dairy product

INTREPRETATION:

For any product to grow, customers spending capabilities needs to be analyzed. In case of

dairy products around 70% of the people are fine with spending more than RS.31 daily on

dairy products. So the rising price in dairy products would not be much of a issue for Amul.

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0

5

10

15

20

25

30

35

40

45

50

RS.20 TO RS.25 RS.26 TO RS.30 RS.31 TO RS.36 RS.37 AND MORE

NO.OF

STUDENTS

SPENDING ON DAIRY PRODUCTS ON DAILY

BABSIS

Level of spending on daily on dairy product Column1 Column2

RS.20 TO RS.25 10

RS.26 TO RS.30 25

RS.31 TO RS.36 40

RS.37 AND MORE 45


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Table 4.4 Brand comes to your mind first

FIGURE 4.4Brand comes to your mind first

INTREPRETATION:

A customer generally buys that product which has an impact on his mind and its name come

up as soon as he thinks of buying that category product. Two names are very prominent in a

customers mind, Amul and Mother dairy. But still amul takes the lead.

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0

10

20

30

40

50

60

70

AMUL MOTHER DAIRY GOPAL JEE NESTLE PARAS

NO.OFST

UDENTS

BRAND WHICH COMES 1ST TO MIND WHEN

YOU THINK OF DAIRY PRODUCT

Brand comes to your mind first Column1 Column2

AMUL 60MOTHER DAIRY 40

GOPAL JEE 10

NESTLE 5

PARAS 5


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Preference of brands of dairy products.

Table 4.5 Scaling of Amul.

Scaling of Amul Column1

1 5

2 5

3 25

4 30

5 55

FIGURE 4.5 Scaling of Amul

INTREPRETATION:

Individual products and brands have their own preference by the customers. So here we see

the preference of Amul. Almost 50% of the people prefer amul because on the scale on 1 to

5,total of 55 respondents out of 120 have scaled it 5.

0

10

20

30

40

50

60

1 2 3 4 5

NO.OFSTUDENTS

RATING OF BRAND AMUL ON THE SCALE OF 1 TO 5 BEING 5 THE HIGHEST

RATING OF BRAND AMUL


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Table 4.6Scailng of Mother Dairy.

Scaling of Mother dairy Column1

1 22 18

3 30

4 30

5 40

FIGURE 4.6 Scaling of Mother dairy

INTREPRETATION:


the preference of Mother diary. 40 out of 120 people have scaled Mother diary 5 on the scale

of 1 to 5 where as for Amul it was 55 out of 150 and 30 of them have scaled Mother dairy as

4 which states that Mother dairy is giving Amul a tough competition.

0

5

10

15

20

25

30

35

40

45

1 2 3 4 5 6

NO.OFSTUDENTS

RATING OF BRAND MOTHER DAIRY ON THE SCALE OF 1 TO 5 BEING 5 THE

HIGHEST

RATING OF BRAND MOTHER DAIRY


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Table 4.7Scaling of Gopal jee

FIGURE 4.7 Scaling of Gopal jee

INTREPRETATION:


the preference of Gopal jee. Its a mixed response for Gopal jee.

0

5

10

15

20

25

30

35

40

45

1 2 3 4 5

NO.OFSTUDE

NTS

RATING OF BRAND GOPAL JEE ON THE SCALE OF 1 TO 5 BEING 5 THE HIGHEST

RATING OF BRAND GOPAL JEE

Scaling of gopal jee Column1

1 10

2 10

3 40

4 30

5 30


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Table 4.8 Scaling of Nestle.

Scaling of nestle Column1

1 15

2 20

3 20

4 25

5 40

FIGURE 4.8 Scaling of nestle

INTREPRETATION:


the scaling of Netle. Here we see that nestle didnt even get a 5 rating preference by any

customer. So it could be easily concluded that respondents prefer it but it is not the top

preference.

0

510

15

20

25

30

35

40

45

1 2 3 4

NO.OFSTUDENTS

RATING OF BRAND NESTLE ON THE SALE OF 1 TO 5 BEING 5 THE HIGHEST

RATING OF BRAND NESTLE


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Table 4.9 Scaling of Paras

Figure 4.9 Scaling of brand Paras.

INTERPRETATION:-

It could be clearly resulted that respondent find brand Paras as Average brand because 40 out

of 120 have scaled it 3 which stands for Average mark.

0

5

10

15

20

25

30

35

40

45

1 2 3 4 5

NO.OFST

UDENTS

RATING OF BRAND PARAS ON THE SCALE OF 1 TO 5 BEING 5 THE

HIGHEST

RATING OF BRAND PARAS

Scaling of Paras Column11 10

2 25

3 40

4 30

5 15


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Table 4.10 ever tried Amul products.

Ever tried amul products Column1

YES 115

NO 5

Figure 4.10 ever tried Amul products

INTERPRETATION:-

According to the data collected and analysed it could be very clearly stated that Amul is the

most widely popular brand.96% of the total have already tried Amul dairy products which

means respondents are fully aware of the quality and price of the products.

96%

4%

EVER TRIED AMUL DAIRY PRODUCTS

YES

NO


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Table 4.11 Amul product which comes to your mind first.

Figure 4.11Amul product which comes to your mind first.

INTERPRETATION:

According to the data analyzed it could be clearly resulted that when is comes to Amul

products 50 out of 120 respondents replied Milk in the 1ST

instance that comprises total of

42% of the respondents, following it comes butter comprising of 25% of the total respondents

and then ice-creams, curd etc.

42%

8%

25%

17%

8%

AMUL PRODUCTS

MILK

CURD

BUTTER

ICE CREAM

PANEER

Column1

MILK 50

CURD 10

BUTTER 30

ICE CREAM 20

PANEER 10


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Table 4.12 most price effective brand

FIGURE 4.12most price effective brand

INTERPRETATION:

When it comes to price effective brand,here also Amul tops the list.50 out of 120 which

comprises of 42% states that Amul is the most price effective brand keeoing quality and other

factors in mind. Following it comes Mother dairy and others are at same level.

0

10

20

30

40

50

60

AMUL MOTHER

DAIRY

NESTLE GOPAL JEE PARAS

NO.OFSTUDENTS

MOST PRICE EFFECTIVE BRAND

Most price effective brand Column1 Column2

AMUL 50

MOTHER DAIRY 30

NESTLE 10

GOPAL JEE 10

PARAS 10


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TABLE 4.13

Figure 4.13 scaling of Amul products on the certain attributes

0

10

20

30

40

50

60

70

80

PRICE QUALITY SOFTNESS SWEETNESS SCHEMES

NO

.OFSTUDENTS

SCALING OF AMUL PRODUCTS ON CERTAIN ATTRIBUTES

ATTRIBUTES OF AMUL PRODUCTS

POOR

AVERAGE

GOOD

EXCELLENT

Scaling of amul products

based on different

attributes? Column1 Column2 Column3 Column4 Column5

PRICE QUALITY SOFTNESS SWEETNESS SCHEMES

POOR 2 0 0 0 0

AVERAGE 28 8 20 15 20GOOD 60 52 70 65 50

EXCELLENT 30 60 30 40 50


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INTERPRETATION:

According to the data collected and analyzed it could be clearly resulted that 50% of the

respondents have scaled price of Amul as good.Earlier also Amul was stated as the most price

effective brand.

When it comes to quality Amul products are being scaled as excellent by most of the

respondents.60 out of 120 find quality of Amul products superior than any other brands.

When it comes to softness and sweetness of Amul products even their also it has been scaled

as good,which taste thickness softness all have upper hand in case of Amul brand.

As far as schemes of Amul products are concerned 100 of them have scaled it good and

excellent as Amul provides various discounts and offers to consumers who buy directly from

Apos.


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Table 4.14 Other factors influencing consumer behaviour

Figure 4.14 Other factors influencing consumer behaviour

INTERPRETATION:

It can be noticed that everything thing is important like packaging , promotion , offer ,

hygiene . but packaging is one thing which is given a bit of a preference which can seen in the

last column.

0

5

10

15

20

25

30

35

1 2 3 4 5

PACKING

PROMOTION

OFFERS

HYGINE

Other factors influencing consumerbehavior Column1 Column2 Column3 Column4

PACKING PROMOTION OFFERS HYGINE

1 20 25 30 25

2 25 25 25 25

3 25 30 25 30

4 23 20 20 20

5 27 20 20 20


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Table 4.15 advertisement affecting your buying decision

Figure 4.15Advertisement affecting your buying decision

INTERPRETATION:

According to the data collected and analyzed it has been resulted had advertisement affects

the consuming decision of respondents.58% of the total respondents says they buy things

watching advertisements.

58%

42%

ADVERTISEMENT AFFECTING YOUR

BUYING DECISION

YES

NO

Advertisement affect your buying decision Column1

YES 70

NO 50


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Table 4.16Satisfied with current canteen or cafe

Figure 4.16Satisfied with current canteen or cafe

INTERPRETATION:-It clearly states that 58% of the total respondents are not satisfied with

the current cafes and canteen running because of the quality of food,price,taste etc.Hygineand cleaniness is what matters to the respondents which is not up to the mark.

42%

58%

SATISFIED WITH CURRENT CATEEN

RUNNING

YES

NO

Satisfied with the current canteen? Column1

YES 50

NO 70


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Table 4.17 preference of Amul parlours in premises

FIGURE 4.17preference of Amul parlours in premises

INTERPRETATION:-

Data collected and analyzed clearly results that 75% of the total respondents wants to get

Amul parlours being created in the premises so that they can atleast be provided with healthy

products all day while.

75%

25%

PREFER OPENING OF AMUL PARLOURS

YES

NO

Preference of an Amul parlour in premises. Column1

YES 90

NO 30


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Level of spending on daily basis * Most price effective brand Crosstabulation

Count

Most price

effective

brand

Paras Total

level of spending on

daily basis

Rs 26 - Rs 30 0 1

Rs 31 - Rs 35 5 53

Rs 36 - Rs 40 7 66

Total 12 120

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Table 4.17 level of spending on daily basis * Most price effective brand Cross

tabulationCount

Most price effective brand

Amul

Mother

Dairy Gopaljee

level of spending on

daily basis

Rs 26 - Rs 30 0 1 0

Rs 31 - Rs 35 30 14 4

Rs 36 - Rs 40 42 17 0

Total 72 32 4


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Figure 4.18 Level of spending on daily basis * Most price effective brand Cros

stabulation

INTERPRETATION:-

According to the data collected and analyzed,it clearly shows that respondents who can spent

RS.36 TO RS.40 finds the brand Amul as the most price effective and reasonal brand when it

comes to consuming of dairy products.Second in a row is mother dairy and following it is

paras.Respondents who can spent RS.31 TO RS 35 also prefer the brand AMUL but the

percentage of respondents id less as compared to the earlier.This concludes that in both the

price range respondents prefer the brand Amul.


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There are few findings which came out of the research:

There are few outlets in educational institutes, Amity being one of them and feworganisations like HCL have it too.

The outlets order processing from distributor or company is done by phone orcompanies sales person who used to visit distributors office and APOS.

The APOS & A class outlets have their separate department for AMUL icecream/product.

The logistic involved for making products available to the final customers are temposor trucks depend upon the order by distributor.

The consumer level of acceptance towards AMUL product is very high.

The APOS & A class outlets did not face any difficulty / problem about supply ofmaterials provided by the company.

Lake of Awareness in consumers. Many people are not know about Amul differentproducts

As I found that the main product of Amul is Milk and company firstly wants tocapture maximum market share in milk market which is approx. 66%, after this Amul

is concentrating upon butter & cheese which has market share of approx. 88%, so it isnot concentrating upon icecream more at this point of time.

When I interviewed people then many of the people can not recall Amul icecreamadvertisement. It shows Lack of Promotional Activity.

There is lack ofSales Promotional Activities i.e. , extra weight, quiz contest etc.


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Mother Dairy is main competitor .

I find the main thing is that Amulbrand name has very good image in consumersmind and they consider it as Pure & Good Product.

People who have tasted Amul Icecream are not ready to purchase the same againbecause of improper availability.

Summary of The Findings:

Thus this study brings our focus on the new range of Amul products and their benefits on a

daily basis. The promotion of these products through Amul parlor in different organization

and institutes forms the basis of the study. Dairy products are the daily needs of a every

human being. So a dairy brand will not satisfy customer these days. A product with health

benefits is what a customer desires. Amul parlors is a bright idea for the promotion of the

company. Students specially require dairy products on daily basis to keep them going. AndAmul parlors in the campus itself will be great benefit to the students. This concept also

works fro the employees of the organizations. Their requirements of healthy eating can be

fulfilled by the Amul products. The competition is getting tougher day by day. So the image

in the minds of the people have to maintained. Otherwise slowly they might give away their

trust to the other brand. A finding which needs to be kept in mind is the awareness part. Amul

parlors are not that famous yet. They need to open outlets in the markets where a common

man visits. Most the people are still not aware about such parlors. So when they go to super

market they might uy any other brand other than Amul as there are many options. But instead

all this these facts Amul brands still have a strong bond with the customers and through the

promotion of Amul parlors it will grow by the day.


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Recommendations:

In order to maintain and increase the sales in Amul parlors in the NCR region, the

following recommendations regarding Amul Prolife ice cream; particularly regarding

advertisement, distribution, promotional policies, etc, are hereby suggested:

First and foremost Amul should take proper action in order to improve service,because although being on a top slot in Butter and milk supplies it does not get the

sales in icecream, which it should get.

Company should use brand ambassador which attracts each age segment i.e. SaniyaMirza, Shaktimaan, Amitabh Bachchan, Superman, Krrish, Jadoo etc.

Amul should give local advertisements apart from the advertisements given at thenational level. Local advertisement must mention the exclusive Amul shops and

parlors of the city.

Company should launch Prolife sugarfree icecream in Amul parlors in new attractivepacking to change image of Amul icecream in consumers mind

Company should introduce sales promotion schemes like free weight, cutting knife,contest,free gifts etc.

The company should promote their products more on the basis of healthy eating dueto the changing consumer tastes and preferences.

Company should have to open more APOS & A class outlets because total number ofoutletsn NCR is very less.

Gujarat milk marketing federation is a cooperative society. It has done a good

job in milk marketing, making way for poor villagers earnings. It not only provides

effective returns to the farmers but also take cares of the customers interests. It serves for

customers on the basis of Indian ethics. They provide milk of better nutrients, better


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qualityproducts, regularly and help in meeting the countrys need of daily milk requirements.

Through their interpersonal faith and cooperation Amul got this success history besides

facing various difficulties

Branding of Amul is completely different than any other traditional brand that you

encounter. Their branding budgets are far less than many other companies, still there is hardly

any Indian who is not aware of Amul. Its interesting to note that Amul is seen very less on

tradition media outlets like Television and Newspapers. However, their hoardings Ads are a

real treat to watch. They pick-up the most buzzing current topic and integrate it with their

Brand Amul and come out with some really funny and catchy hoardings. Some of them are

real classics.

Doing market research about the AMUL through the mode of questionnaires is was

an interesting work.Amul,the brand itself has created such a perfect image that not even a

single organization needed a bit of information and description about it. After visiting

organizations and colleges we got to know almost 95% of trust the brand amul and our brand

conscious when it comes to consuming dairy products.Through the mode of questionnaire we

could easily conclude that most of the people treats amul a superior brand than any other

dairy product brand.

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