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. Presentation on the topic of To counter effectively the market competition and to increase the market share of Amul fresh Products in the division of Allahabad City Presented By Durgesh Tiwari Rahul Shukla Vinay Mishra G.B.Pant Social Science Institute Allahabad MBA (RD) Batch 2013-15 Gujarat Cooperative Milk Marketing Federation Ltd

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Page 1: Ppt of amul

.

Presentation on the topic of“To counter effectively the market competition and

to increase the market share of Amul fresh Products in the division of Allahabad City”

Presented By Durgesh Tiwari Rahul Shukla Vinay Mishra

G.B.Pant Social Science Institute Allahabad MBA (RD) Batch 2013-15

Gujarat Cooperative Milk Marketing Federation Ltd

Page 2: Ppt of amul

Contents

• Introduction• Objective • Methodology• Findings 1- Milk 2- Buttermilk 3- Curd.• SWOT Analysis• Limitation of Study• Recommendation

G.P.Pant Social Science Institute Allahabad MBA RD Batch 2013-15

Page 3: Ppt of amul

Introduction

• Amul formed in 1946,managed by GCMMF.• Amul has spurred the White Revolution of India.

• GCMMF is India's largest food products marketing organization. It is a state level apex body of milk cooperatives in Gujarat.• Amul Came in Allahabad in 2006.• There are 15 distributors of Amul in the Allahabad city.• Three types of Milk (Amul Taza, Gold, Baccha),only one type of Buttermilk and

curd available in Allahabad.

G.P.Pant Social Science Institute Allahabad MBA RD Batch 2013-15

Page 4: Ppt of amul

Objective

• To asses the existing market share of Amul fresh products in Allahabad City.• Identification of problems in Market and strategies to enhance the

market share of Amul.• Demand Vs Supply of Amul Products .• To assess the relative performance of other brands .

G.P.Pant Social Science Institute Allahabad MBA RD Batch 2013-15

Page 5: Ppt of amul

Methodology

Our methodology of summer training was following:1- Survey Method2-Questionaire

G.P.Pant Social Science Institute Allahabad MBA RD Batch 2013-15

Page 6: Ppt of amul

G.P.Pant Social Science Institute Allahabad MBA RD Batch 2013-15

Amul Milk

Page 7: Ppt of amul

Findings of Amul Milk

There are three types of Amul milk available in Allahabad City.(Taza, Gold, Baccha)• Apart from Amul, Shyam , Namaste India, Gyan , Parag was available in

the market.• According to market survey 66% retailers have stock of Amul Milk .

No4%

Yes96%

AVAILABALITY

G.P.Pant Social Science Institute Allahabad MBA RD Batch 2013-15

Page 8: Ppt of amul

• 34% are not holding the milk because of:1-Low margin2-Leakage of Milk pouch3-No return of Leaked pouch.4-Area not accessed by Distributors.

G.P.Pant Social Science Institute Allahabad MBA RD Batch 2013-15

Page 9: Ppt of amul

Cont….

• Some other Reasons for not holding1- Security money 2-No return of unsold and Leaked pouches.3-Not giving less than 5 liters milk.4-If retailers holding stock of other brands of milk more than Amul then distributors not giving the Amul Milk.

G.P.Pant Social Science Institute Allahabad MBA RD Batch 2013-15

Page 10: Ppt of amul

Cont…

• 59% of retailers preferred to keep the Amul Milk because of its brand popularity• Namaste India has emerged as the main competitor of Amul.• Delivery of Amul Milk is very bad. Other brands are delivering the

products in early morning.• Retailers told that Namaste India emerge as a competitor because low

distribution of Amul.• Amul did not give incentive to their retailers.

G.P.Pant Social Science Institute Allahabad MBA RD Batch 2013-15

Page 11: Ppt of amul

No19%

Yes81%

FULFILLMENT OF DEMAND Av-er-age17%

Bad2%

Good18%

Very Good63%

quality rating

G.P.Pant Social Science Institute Allahabad MBA RD Batch 2013-15

Page 12: Ppt of amul

Retailers preferred brand

Brand Name Percent Retailers

Amul 59

Shyam 19

Namaste India 08

Parag 12

Gyan 12

G.P.Pant Social Science Institute Allahabad MBA RD Batch 2013-15

Page 13: Ppt of amul

G.P.Pant Social Science Institute Allahabad MBA RD Batch 2013-15

BUTERMILK

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Market share

NO62%

YES38%

NO58%

YES42%

FULFILLMENT OF DEMAND

G.P.Pant Social Science Institute Allahabad MBA RD Batch 2013-15

Page 15: Ppt of amul

AMUL24%

GYAN31%

NAMASTE INDIA21%

PARAG10%

SHAM14%

RETAILER'S PREFERED BRAND • COMISSIONAMUL

2%EVERY BRAND HAVE ALMOST SAME

COMISSION6%

GYAN61%

NAMASTE INDIA20%

PARAG3%

SHYAM7%

G.P.Pant Social Science Institute Allahabad MBA RD Batch 2013-15

Page 16: Ppt of amul

COMPETETIOR

Gyan12%

Namaste India47%

None20%

Parag2%

Shyam19%

G.P.Pant Social Science Institute Allahabad MBA RD Batch 2013-15

Average25%

Bad1%

Good23%

Very Good51%

QUALITY RATING

Page 17: Ppt of amul

PROBLEM

• Low margin• Leakage• Delivery• Security money• Corruption• Inflate

G.P.Pant Social Science Institute Allahabad MBA RD Batch 2013-15

Page 18: Ppt of amul

Amul Curd

G.P.Pant Social Science Institute Allahabad MBA RD Batch 2013-15

Page 19: Ppt of amul

Findings Of Amul Curd• There is only one form of Amul Curd is

available labeled as Masti Dahi which is available in fresh form.

• Amul Curd costs Rs. 22 per piece of 200 gm. And it is not available in small pack whereas another brands as Namaste India and Gyan are catering 100 gm pack of curd.

• In the market of Allahabad Amul Curd’s stake is 38%.

G.P.Pant Social Science Institute Allahabad MBA RD Batch 2013-15

No62%

YES38%

Availability of Amul Curd in market of Allahabad over 700 outlets

Page 20: Ppt of amul

Cont…62% retailers don’t stock Amul Curd because.

1. No Small Pack & not in added sugar form.

2. No demand

3. Low distribution

4. Low margin

5. Low demand

G.P.Pant Social Science Institute Allahabad MBA RD Batch 2013-15

LOW DEMAND13%

LOW DISTRIBUTION10%

LOW MARGIN51%

NO DEMAND23%

NO SMALL PACK & NOT IN ADDED SUGER FORM

3%

RESONS OF UNAVAILABILITY

Page 21: Ppt of amul

• Out of 38% retailers 60% retailers stocks Amul Curd preferred to keep the Amul Curd because of its brand popularity• Gyan has emerged as the main competitor of Amul with 39.86% of

market share.• Delivery timing of Amul fresh products is irregular. Other brands are

delivering the products in early morning and two time in a day .• Retailers told that Gyan emerged as a competitor because low

distribution of Amul.• Amul did not give incentive to their retailers.

G.P.Pant Social Science Institute Allahabad MBA RD Batch 2013-15

Page 22: Ppt of amul

Streangths of Competitors• 41% retailers told that low price is the

measure strength of different players in respect of Amul.

• 36% of retailers responded that being in Small pack and Added sugar form the competing brands are doing better than Amul.

• Good services, better margin and availability are some other strengths of competitors of Amul.

G.P.Pant Social Science Institute Allahabad MBA RD Batch 2013-15

AVAILABILITY3%

GOOD SERVICE15%

LOW PRICE41%

MARGIN5%

SMALL PACK & ADDED SUGER

FORM36%

COMPETITOR'S STRENGTH

Page 23: Ppt of amul

G.P.Pant Social Science Institute Allahabad MBA RD Batch 2013-15

• Demand Vs Supply • Quality Rating Amul Curd

No58%

YES42%

AVERAGE28%

BAD10%

GOOD28%

VERY GOOD33%

Page 24: Ppt of amul

SWOT Analysis• Strength• Highest demand• Customer Brand• Fresh productsWeakness :• Low Distribution• Unethical activity• Leakage problem• Distributor Behavior• Distributors are giving the milk more than MRP• Inaccessible outlets• No return Policy

G.P.Pant Social Science Institute Allahabad MBA RD Batch 2013-15an

Page 25: Ppt of amul

Opportunity:• 1/3 outlets of milk market are unreached.• Delivery timing.• AdvertisementsThreats:• The main threat if any, good distribution network of competing

brands

G.P.Pant Social Science Institute Allahabad MBA RD Batch 2013-15

Page 26: Ppt of amul

G.P.Pant Social Science Institute Allahabad MBA RD Batch 2013-15

Thank you

Any Question