51436182-selling-distribution-strategy.docx

A STUDYON

“SELLING & DISTRIBUTION STRATEGY OF AMRIT FOOD”

NOIDA In partial fulfillment of PGDM

(2009-2011)

Submitted To:- Submitted by:- Dr.Dharmendra Kumar Mithun Pichli

Roll-15

PGDM (2009-11)

INSTITUTE OF PROFESSIONALEXCELLENCE & MANAGEMENT (I.P.E.M)

A-13/1, Southside, G.T. Road, Industrial Area, NH-24, Ghaziabad

PREFACEAfter completion of 3rd semesters of PGDM from I.P.E.M. College

Ghaziabad, I joined Amrit Food Corp. Ltd. for my summer training

project for the duration of 4 weeks. Where I was expected to report

Mr.R.P.Dixit , who was my project guide from the company.

The topic of my project was “SELLING & DISTRUBUTION STRATEGY

OF AMRIT FOOD LTD”. It was totally different topic for me. I can say it’s

a combination of marketing and research. During this project I got some

real time experience of the Retail industry what the industry is all about

and how it functions. It was really a very nice experience for me and

many more things I learned during this project.

I thank my whole faculty for providing me this opportunity.

ACKNOWLEDGMENT

“Nothing concrete can be achieved without proper guidance & Training”

I wish to express my gratitude towards Dr.Dolly phillips(HOD),Dr Dharmendra Kumar for helping me to get real life exposure in the

corporate world from my college.

I wish to express my heartfelt thanks to Mr.R.P.Dixit (A.S.M.), who

has assigned area Noida & Ghaziabad for completing my summer

project. For his cooperation and guidance in successful completion of

the assigned summer project.

Lastly I would like to pay our special regards to my parents for their

encouragement and full support for completion of this project.

-------------------------------

MITHUN PICHLI PGDM- III

Sem.

2009-2011

DECLARATION

I hereby declare that the Summer Training Report, which is entitled “Selling & distribution strategy of Amrit Food Corp. Ltd. Ghaziabad.” is compiled and submitted by me is my original frame work. However, my Project Guide Respected Dr. Dharmendra Kumar helped me at various points while preparing this report.

MITHUN PICHLI

Certificate Form College

Certificate Form Company

TABLE OF CONTENT

S.NO. TITLE P.NO.

PART-IA COMPANY PROFILE

Structure of organization

B philosophy of the organization

Management

C PRODUCT PROFILE

D PART-IIE OBJECTIVE

F RESEARCH METHODOLOGY

G Selling & distribution STRATEGY

H SWOT ANALYSIS

I Data collection Analysis

J FINDINGS

K CONCLUSION

L Suggestion/recommendation

M LIMITATIONS

N ANNEXURE

O BIBLIOGRAPHY

Amrit food

COMPANY PROFILE

AMRIT FOOD:-

Amrit Corp. Limited (“Amrit Corp.”), a company incorporated in 1940 as

Amrit Banaspati Company Ltd, is flagship Company of the Amrit Group

(‘Group’) and is a public company listed on stock exchanges at Mumbai

and Kanpur in India. Established in 1940, the Group is one of the largest

producers of edible oils and fats in the country. The Group has

undertaken a comprehensive restructuring of its various businesses

wherein:

The name of Amrit Banaspati Company Limited was

changed to Amrit Corp.;

The paper business of Amrit Corp. was de-merged into

ABC Paper;

The edible oils & FMCG commodities business of Amrit

Corp was de-merged into Amrit Enterprises Limited

(another Group Company) and the name of Amrit

Enterprises Limited was changed to Amrit Banaspati

Company Limited (“ABCL”); and

Amrit Corp. retained the Food and Real Estate businesses.

Amrit Food is a division of Amrit Corp Limited. Amrit Food was

established in the year 1991, and is recognized as one of the leading

producers of UHT Milk, Premium range of Flavored Milk, Pasteurized

Milk, UHT Toned Milk, Double Toned Milk and Milk Products. Amrit Food

is conscious of providing consistent product quality and services to its

valued customers to their entire satisfaction and delight.

Amrit Corp. undertook a major initiative to restructure its business

portfolio. As a part of long term business plan & growth strategy, a

Restructuring Scheme was formulated, which has been duly sanctioned

by all concerned including the shareholders, creditors and the Hon’ble

High Courts at Allahabad, Delhi and Chandigarh. The Scheme has come

into force on 23rd June, 2007. In terms of the Restructuring Scheme, the

paper business together with the assets & liabilities has been demerged

into a separate Company, ABC Paper Ltd., while edible oils & FMCG

commodities business together with the assets & liabilities has been

demerged and consolidated with Amrit Enterprises Ltd. (now renamed

as ‘Amrit Banaspati Company Ltd.’). Amrit Corp. now has the following

activities:

UHT dairy milk, flavoured mik, dairy mixes and milk/milk

based products

Real Estate i.e. development of residential township,

commercial spaces and group housing complexes.

Services i.e. corporate & strategic advisory services and

BPO/back-office services to the Group Companies

The ownership of the flagship GAGAN brand and the

Corporate Logo.

Amrit Corp. Limited has come a long way since its incorporation in

1940. Some of the significant Milestones traversed by Amrit Corp. Limited in its over 6 decade long journey are:

2007:-

Restructuring Scheme approved by all concerned including

shareholders, creditors and the High Courts at Allahabad, Delhi

and Chandigarh and came into force on 23rd June, 2007 with

retrospective effect i.e. 1st April, 2006.

Major Expansion Plan – envisaging an outlay of Rs.157 crore

initiated in ABC Paper Ltd.

2006:-

Restructuring Scheme envisaging demerger of the paper

business of the Company into ABC Paper Ltd. and demerger

of the edible oil business with Amrit Enterprises Ltd.

approved by the Board of Directors subject to necessary

consents/approvals of the regulating agencies, including the

High Courts.

2005:-

Installed a 9 MW captive power plant at the Paper Division

Developing Gagan Enclave township at Ghaziabad for

residential plots

2001-03:-

Scheme for Financial Restructuring sanctioned by BIFR and

Company de-registered from BIFR.

1998:-

ABCL filed reference with BIFR consequent to erosion of its

net worth as on 31.12.1997;

Vanaspati plant at Ghaziabad dismantled and shifted to

Rajpura. As a result,

Vanaspati capacity at Rajpura rose to 155 TPD.

1991:-

APFL amalgamated with ABCL with the sole objective to service the

institutional debt of APFL as all the Soya milk projects came up at

that time failed to take off primarily because of lack of consumer

awareness of soya milk.

Ventured into dairy milk and milk products.

1987:-

Paper division’s capacity enhanced to 26, 400 TPA·

Modernisation of the Vanaspati & refining plants undertaken

1986:-

ABCL promoted separate company, viz. Amrit Protein Food

Ltd. (APFL) to produce and market soya-milk and other

soyamilk based beverages at Ghaziabad.

1985:-

Separate facilities to produce refined oils were set up with a

capacity of 20,000 TPA each at Ghaziabad and Rajpura.

Physical refinery was set up at Ghaziabad.

Solvent extraction plant capacity also added at Rajpura

1982:-

The capacity of the Vanaspati plant raised to 125 TPD at both

the locations.

Soap plants of 4000 TPA capacity also set up at Ghaziabad &

Rajpura.

Glycerine plant of 1 TPD set up at Ghaziabad.

1980:-

ABCL set-up its Paper Division in Sailakhurd (Punjab) to produce

10,000 TPA of cultural varieties of papers from agricultural

residues like rice straw, wheat straw, kana grass, bagasse etc.

1969:-

ABCL set up second Vanaspati plant at Rajpura (Punjab) to

manufacture 100 TPD of Vanaspati.

The capacity of the Ghaziabad Vanaspati plant raised to 100 TPD.

1962:-

Textile mill sold to M/s Sayaji Mills Ltd.

1960:-

The Vanaspati factory at Bombay shifted to Ghaziabad.

1946:-

ABCL purchased the entire shareholding of M/s New Prahlad

Mills Ltd., a composite textile mill having 1022 looms and

43,000 spindles. New Prahlad became a subsidiary of ABCL.

1943:-

ABCL acquired Ahmad Oomarbhoy Mills, Bombay, having Oil

Expeller, Vanaspati, Refinery & Hydrogenation plant.

1941:-

ABCL got listed

1940:-

Amrit Group promoted its first industrial venture, Amrit

Banaspati Company Ltd. (ABCL) by setting up a Vanaspati

(hydrogenated vegetable oil) plant at Ghaziabad (UP) with an

installed capacity of 25 TPD.

Amrit food

STRUCTURE

OF

ORGANIGATION

Manufacturing Facilities

Amrit Food possess is an unique and state-of-art facility which is the only

one of its kind in India. As opposed to its competitors Amrit Food uses a

direct steam infusion UHT sterilizer to maintain the natural flavor and

freshness of milk as well as its full nutritional values. Amrit Food is also

the only one in India having an aseptic flexible pouch packaging system

for UHT treated long life milk and milk products. The aseptic pouch is an

economical option and also an eco-friendly packaging as it is fully

recyclable. The plant is located 20 km from Delhi, over a land area of

20,000 sq. mtrs. The manpower strength to run this high tech plant is

around 80, which includes entire work force, supervisory and managerial

staff.

Quality & food Safety Policy

AMRIT MILK by nature of its definition reflects purity, safety and

surety which is the essence of our mission .We are dedicated towards

producing pure and wholesome products that are safe for human

consumption, which is also our moral and social responsibility. We are

conscious of providing consistent product quality and service of our

valued customers to their entire satisfaction and delight.

AMRIT FOOD shall achieve this through

Complying the customers as well as statutory & regulatory

requirements.

Establishing and reviewing quality & food safety objectives.

Continually improving skills of the employees, Processes and

systems.

Applying ISO 9001:2000 & HACCP principles that result in

production of quality and safe milk & milk products.

Receiving inputs (Raw materials) complying to our internal as

well as external quality stiandards.

Control of process through system and ensure dispatch of finished

goods as per specifications strictly.

QUALITY OBJECTIVES

Total fat losses maximum 0.40% (80% cases) to be achieved by end of

financial year 2007-2008.

Total SNF losses Maximum 0.50% (80% cases) to be achieved by end

of financial year 2007-2008

Reduction in inventory cost by 10% (includes Stores and Spares only but

does not include critical spares, crates, wire trays, cans raw materials,

packaging materials and finished goods ) to be achieved by end of

financial year 2007 – 2008.

To ensure no product is recalled Food Safety reasons by end of financial

year 2007-2008.

Quality Management System

At Amrit, utmost importance is given to quality management systems. Amrit's raw milk and other ingredient acceptance procedures are one of the most stringent and rigid in the industry. Amrit gives due emphasis to food safety tools such as GMP (good manufacturing practices) & HACCP (Hazard Analysis and critical control points) programs on regular and ongoing basis. Amrit Food is an ISO-9001 & HACCP certified unit. SGS, has granted the certification.

At AMRIT Food there is an in-house fully equipped laboratory that

monitors, inspects and conducts

Tests on raw materials

Products in process and Finished Products

Microbiological analysis of raw and finished products

Thus ensuring that final product going into the market is absolutely safe

for consumption to further our commitment to produce top quality

products through rigorous control and monitoring of Materials and

Processes.

Process Capabilities

State-of -art dairy processing equipment from Denmark and France.

Deploys modern technique of Ultra Heat Treatment (UHT) with direct steam infusion. The only of it's kind in India

Aseptic packaging in Tetra pak and co-extruded multi layer film. The UHT process and aseptic packaging ensures that milk & milk products have nil bacteria. Milk & milk products absolutely safe to use directly from the pack. Long shelf life Milk & milk products with no need of refrigeration till pack opened.

Amrit food

PHILOSOPHY OFTHE

ORGANIZATION

Our Guiding Philosophywe believe that business can be built only on trust and confidence. Confidence of the people, who deal with us as customer, suppliers, business associates, shareholders/investors and, of course, employees who work for the company and shape its destiny.We deal in dairy milk & milk products, real estate and render corporate/strategic advisory services and BPO services to Group Companies. We also hold investment in the Group Companies, namely, ABC Paper Ltd. Amrit Food Corp. Ltd and Amrit Banaspati Company Ltd. and are the owner of Gagan flagship brand and Group Corporate logo.

Amrit food

MANAGEMENT

BOARD OF DIRECTORS Shri N.K.Bajaj Chairman & Managing DirectorShri J.K.Khaitan Vice-ChairmanShri G.N.Mehra Director – IndependentShri Romesh Lal Director – IndependentShri K.R.Ramamoorthy Director – IndependentShri Praveen Kumar Director – IndependentShri Mohit Satyanand Director – IndependentShri Vikram Bajaj Director – Non-IndependentShri Pavan Khaitan Director - Non-IndependentShri A.K.Bajaj Managing Director

Key Personnel Shri J.C.Rana Executive Director, CFO &

Company SecretaryShri Mahesh Mittal President (Finance & Audit)Shri A.K.Bagga President (Tax & CR)Shri Viveck Batra Vice-PresidentB.P.Maheshwari Sr. General Manager (Finance &

Admin.)

Amrit food

PRODECT OR

SERVICE

AMRIT MILK PRODUCT

1. Flavour milk

a) Butter scotch

Fat-1.59g

MRP-15

Protein-3.34

Pack size-180ml

Life of milk-120 days.

B) Kehar badam

Fat-1.59g

MRP-15

Protein-3.34

Pack size-180ml


c) Elichi

Fat-1.59g

MRP-15

Protein-3.34

Pack size-180ml


D) Strawberry

Fat-1.59g

MRP-15

Protein-3.34

Pack size-180ml


E) Coffee

Fat-1.59g

MRP-15

Protein-3.34

Pack size-180ml


f)Cofee tofy

Fat-1.59g

MRP-15

Protein-3.34

Pack size-180ml


3.Gagan café.

a)Capuccion

Fat-4.8%

MRP- Rs20

Pack size- 200ml.

Life of milk- 120 days.

b)Cofee caramel

Fat-4.8%

MRP- Rs20

Pack size- 200ml.


c) Coffee Hazelnut

Fat-4.8%

MRP- Rs20

Pack size- 200ml.

Life of milk- 120 days

2. Double Tonned Milk (DTM)

Fat- 1.44%,

MRP- 30Rs. / Lit.

Pack Size- ½ kg.


3.UHT liquide ice cream.

A) Soft ice cream

Fat-3.7%

MRP-53

Pack size- 1/2kg

Life of product- 90days

b) Hard ice cream

Fat-4.7%

MRP-45

Pack size- 1/2kg

Life of product- 90days

4.UHT fresh cream.

a)For all veg

Fat- 4.5%

MRP- 76

Pack size-1/2 kg

Life of product-90 days

b) For all non veg dishes

Fat- 7.5

MRP- 87

Pack size-1/2kg

Life of product-90 days

Associate's Products Mother Dairy

We are manufacturing "Chillz" range of flavoured milks in hygenic conditions and packing the same in aseptic pouches and sterilized glass bottles. "Chillz" is available in the following flavours:

Kesar Elachi Kesar Badam Cholocate Vanilla Coffee

McDonald's

We are proud to be associated with McDonald's for their complete requirment of Liquid Soft Serve Mix & Milk Shake Mix.

*We can offer our facility for third party operations for processing and packing of various long shelf life milk products in aseptic pouches and sterilized glass bottles.

COMPETITORS OF AMRIT MILK:

PARAS

MOTHER DAIRY

GOPALJEE

AMUL & Parag

Amrit food

OBJECTIVEs

OF THE

STUDY

Every work must be start with some objectives, without object no work

can be completed. In the same way I have started my summer project

with some objectives, And the topic which assigned me by company was

“Selling & distribution strategy of Amrit Food Corp. ltd” Amrit food

in convenient foods and beverages in Noida & Ghaziabad with

revenues of about 875.89 laces in year of 2009-2010 and over 45,000

employees.

Recently Amrit food is continuously trying to improve its position in the

total sales in corporate houses segments.

The objective of my project report was that:

To find out the problems faced by the channels of distribution.

To increase penetration in the market.

To find out levels of satisfaction among the retailers.

To find out availability of Amrit product in the outlets.

To see the distribution gap by which the product is selling.

To know the monopoly in these outlets.

Consumer behavior about Amrit food.

Amrit food

RESEARCH

METHODOLOGY

RESEARCH METHODOLOGY

RESEARCH OBJECTIVE:

The objective of my research is to find out the market share of Amrit food

with respect of filled stock , strength, signage, chilling equipments, pet

strength, etc.

1. RESEARCH DESIGN USED:

Research is an art of scientific, investigation and systematic research for

pertinent information on a specific. I have used analytical type of

research. Under analytical research we use facts or information already

available and analyses these to make critical evaluation of the material. I

have gathered the information from different sources and analyses it is

better way.

The data for market research is collected using the survey technique

surveys are best suited for analytical research. I undertake survey to

learn about Amrit food’s knowledge, belief, preferences, satisfaction,

attitude, value and so on and to measure these magnitudes in the

general population.

2. DATA SOURCES:

The research plan can call for gathering primary and secondary data.

A. Primary Data: Primary data has been collected personally from

various retailers. I interacted directly with executive persons of the

Amrit food. Distribution and Amrit depot. I acquired good information.

B. Secondary Data: I collected secondary data from company’s

records, magazines, books and the website of the company

www.Amrit food

3. RESEARCH INSTRUMENT:

Amrit food provided me an every dealer’s survey (EDS)

Format as research instrument for collecting primary data. The EDS

format consists of a set of question presented to respondents for their

answers. Because of its flexibility, the company format is the most

common instrument used to collect primary data.

4. SAMPLING PLAN:

It can be presumed that in such an enquiry when all the items are

covered no elements of chance is left and highest accuracy is obtained.

This type of enquiry involved a great deal of time, money and energy.

Due to the limitation of time and cost not practically feasible to contact

each and every respondent in the target segment. Hence quite often I

selected constituted what is technically called a sample.

A sampling plan is a definite plan determined before any data are

actually collected for obtaining a sample from a given population.

a. Sample Size: There was 4 dealers in NOIDA city. I had completed

my survey under 3 dealers for this project I had surveyed different

types of retailers. The sample size covered by me constitutes same

part of NOIDA city. 150 retailer outlets, the standard sample size had

chosen by me.

b. Sampling Technique: I had used judgment sampling technique for

my project report. This approach has been found empirically to

produce unsatisfactory results. And, of course, there is no objective

way of evaluating the precision of sample results. Despite these

limitations, this method may be useful when the total sample size is

extremely small.

5. CONTACT METHOD:

Personal interview is the most versatile methods. The interviewer can

ask more questions and record additional observations about the

respondent. Personal interview is the most expensive method and

requires more administrative planning and supervision that other

method. It requires intelligent efficient and communicative interviewers.

Research Design

An analytical research design was chosen for the study.

RESEARCH PROCESS

DEFINING RESEARCH PROBLEM

INTENSIVE LITREATURE

RESEARCH DESIGN

FEEDBACK

COLLECTION OF DATA

ANALYSIS OF DATA

RECOMMENDATION AND

REPORT WRITING

T IME SCHEDULE

TOTAL DURATION 12 May TO 25 June

PREPATION FOR DATA COLLECTION 12 May TO 12 June

DATA COLLECTION 13 May TO 12 June(NOIDA)

DATA CALIFFICATON AND PREPARATION 10 June TO 25 June

OF REPORT

Sample Size:

120 retailer’s outlets.

Sampling Tools:

Every Dealers Survey (EDS) format.

6. LIMITATION OF THE STUDY:

Since it was market summary, hence there was certain uncontrollable

factors. Which cannot be neglected nor manipulated and created slight

business in my project?

1. Information provided by retailers was not accurate it was based on

approximation. It may create some business is my report.

2. The time duration of the survey was very limited so extensive

study of given areas could not be according to standard

parameters.

3. It was not very difficult to get information regarding competitors

since they were big based while giving the information.

4. Some retailers were not satisfied by the supply of the Amrit

products so they did not provide proper information’s.

DISTRIBUTION STRATEGY OF AMRIT FOOD

Amrit food has adopted the intensive distribution strategy.

INTENSIVE DISTRIBUTION

A strategy of intensive distribution is characterized by placing the goods

or services in as many outlets as possible. When the consumer requires

a great deal of location convenience, it is important to offer greater

intensity of distribution. This strategy is generally used for convenience

items such as tobacco, gasoline, soap, and snack food and bubblegum.

Manufactures are constantly tempted to move from exclusive or

selective distribution to more intensive distribution to increase their

coverage and sales and you could find Amrit food in kirana shops,

confectionery shops, departmental stores; you name it & Gagan, UHT,

Just milk is available there.

MARKET STRATEGY OF AMRIT FOOD

The strategy of market segmentation of Amrit food is differentiated

Marketing where they use push strategy for selling the product in the

Market. The product price is higher than Amul, Mother dairy, Parag,

Gopal ji. They give more margins to retailer then other.

Market Segmentation:

The strategy of market segmentation of Amrit food is undifferentiated

marketing, where the target market is one and marketing is same for the

target markets.

A Company cannot serve all customers in a broad market such as

drinks. The customers are numerous and diverse in their buying

requirements. The company needs to identify the market segment that in

can serves more effectively.

Many companies are embracing target marketing. Here, sellers

distinguished the major market segment, target one or more of those

segments, and develop products and marketing programs tailored to

each. Instead of scattering their marketing effort they can focus on the

buyers they have the greatest chance of satisfying.

Full Market Coverage: Here a firm attempts to serve all customers

group with all the products they might need. Only very large firms can

undertake a full market coverage strategy. Examples- Amrit Products

like flavor milks.

Product Modification:

Sometimes company also tries to stimulate sales by modifying the

product’s characteristics with quality improvement, feature improvement

or style improvement.

DISTRIBUTIONDISTRIBUTION

Most producers’ word with marketing intermediaries to bring their product to market, between producers and the final users stand a marketing channel, a host of marketing intermediaries performing a variety of functions and bearing a variety of names. The marketing intermediaries make up a marketing channel (also called a trade channel or distribution channel).

“Marketing channels are the sets of interdependent organizations involved in the process of making a product or services available for use or consumption.”

Channel Levels:Each intermediary that performs works in bringing the product and its title closer to the final buyer constitutes a channel level. Since the producer and the final customer both perform they are a part of every channel.

There are four channels of distribution depending on the market conditions, longer marketing channels are also found, but it is not in practice only in rare case. The major four channel levels are-

(1) Zero-level channel (also called a direct marketing channel)-

Manufacturer to Consumer.

(2) One-level channel.

Manufacturer to Dealer to Consumer.

(3) Two-level channel.

Manufacturer to Wholesaler to Retailer to Consumer.

(4) Three-level channel.

Manufacturer to Wholesaler to Dealer to Retailer to Consumer.

Consumer Marketing Channel

Manufacturers Consumers

Whole Seller Retailer

Whole Seller Lobber Retailer

Industrial Marketing Channel

Industrial Manufacturers Sales

Branch Manufacturers

Customers

Every producer delegates some of the selling job to intermediaries. The

delegation means relinquishing some control over how and to whom the

products are sold. The use of intermediaries largely boils down to their

superior efficiency in making goods widely available and accessible to

target markets. Through their contacts, specialization, and scale of

operation intermediaries usually offers the firm more than it can achieve

on its own.

Amrit food has also distribution channels. These is only one bottling

plants in same area. It has generally two-level channels.

Manufacturer or Distributor Retailer Consumer Bottling plant

Distribution channel of Amrit food has given in above figure. Bottling

plant distributes product to the Distributor and Distributor holders

distributes among the Retailers and Retailer sells the product to the

customers.

DISTRIBUTION NETWORK IN GHAZIABAD CITYDISTRIBUTION NETWORK IN GHAZIABAD CITY

AMRIT FOOD CORP. LTD

UNIT MANAGER (GHAZIABAD)

Distributors (Noida) Distributors (Ghaziabad) Distributors (delhi)

RetailersRetailers Retailers Retailers Retailers Retailers

SWOT ANALYSIS

STRENGTH

Amrit food corp is a well known and company with high profile

turnover is not only well-established but also reputed company.

Company carries vast experience and professional competence in

launching successfully its project in various market of

Noida,Ghaziabad.

The wide range of flavor milks that it has in it’s armory, is also a

strong point.

It has a wide and extensive distribution network of flavor milks.

WEAKNESSES

Lacks coordination between executives and retailers.

Amirt food corp losing its market share to competitors due to poor

supply.

Non-fulfillment of commitments on time, made to shopkeepers.

Incompetent distributor who do not give the schemes in the market

regularly.

Proper advertising was not in market.

Unavailability of various demanded flavors

Not proper control over distribution networks.

Proper promotion was not there.

OPPORTUNITY

With ever increasing population and changing life style of ready to

serve foodstuff including drinks couples with the fact that

approximately 40% population of India is below 25 pears, and Soft

Drinks Company has bright future. Goodwill of company can be

increased by publicity and advertisement. Basically Indians are

very emotional and get attracted to those things and names very

easily, which show some belongingness, so a company can easily

track consumers with an adequate publicity policy.

Company has brand equity in the eyes of customers, so its new

products can easily penetrates in the market.

THREATS

The Amrit Food Corp is facing a big threat from its competitors

Amul, Gopalgi and Mother Dairy, which are products of flavor milk,

are having a reputation of “Swadeshi Brands” in the mind of

customers because of their origin. That can cover more targeted

consumers. Those consumers who prefer to drink hard brand

product they purchase Amul.

ANALYSIS

1)-Awareness about AMRIT FLAVOURED MILK in Noida(18,15a,55,51,10,Mamura,Nabada,26,62,63,48,17,15,19)

Yes:-60 %No:-40%

Yes No 0

10

20

30

40

50

60

Noida

Series1

Analysis:

It was found that 70% retailers who know about gagan flavoured

milk..

Most of the area are aware of the gagan flavoured milk because

margin is high so they keep the product and sellig them to the

student.

2)- THE FLAVOURRD MILK SOLD BY THE RETAILERS .

A. Amul : 50%

A. Gagan : 30%

C. Gopalgi : 15%

D. Other : 5%

Amul50%

Gagan30%

Gopalgi15%

Others5%

Chart Title

Analysis: Every area wants to sale gagan flavored milk because gagan give

the Margin high rather then amul, Gopaljee etc .

But there are most demand of Amul product. But Gagan is in

second position.

Because of it quite a no. of consumers of brands such as AMUL

and Local milk has switched over to AMRIT because AMRIT is

providing good quality, easily available, good taste purity than their

rivals. Moreover AMRIT does not use synthetic milk as well as

harmful chemicals in its milk & milk products.

3)THE REASONS FOR LESS DEMAND OF GAGAN FLAVOURED MILK BY THE RETAILERS.

Service :45%

Quality :20%

Price :10%

Demand :10%

Other :-15%

Service Quality Price Demand Other0

5

10

15

20

25

30

35

40

Series1

4) Supply of Amrit food in Noida (Sec-28,19,15,15a,18,28,55,51)

YES NO

40% 60%

Yes40%

No60%

Chart Title

Analysis:-

I found that all the NOIDA sectors supply of gagan milk was

not good.

60% of the shops keepers are not satisfied about supply of

Amrit food.

40% of shops keepers are satisfied supply of amrit food.

5) Supply of Amrit food compare with other Company in NOIDA

Sectors?

Amul Amrit foods Mother Dairy Gopalgee

45% 25% 15% 15%

Amul Amrita Food Mother Dairy Gopalgee0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Series1

Analysis:-

Compare with other companies, I found that Amul has good supply

of product in NOIDA sectors.

I found that Amrita food was second position but as compare to

Amul it was so below then Amul.

I found that in NOIDA sectors there are so many retail outlets of

MOTHER DAIRY.

FINDINGS

FINDINGS OF CHANNELS IN GIVEN MARKETS

Table 01:

Name of distributorsNo. Of Outlets

Eate

ry

Groc

ery

Conv

enie

nce

Cant

eens

Navkar marketing(Noida)

70 14 15 15 26

Laxmi marketing

50 10 2115

4

Total 120 24 36 30 30

Eatery20%

Grocery30%Convenience

25%

Canteens25%

Findings of Channel

Analysis: Since my area was rural & urban there for most of the outlets were

of under the category of grocery as well as college Canteen and

convenience which includes sweets shops, tea shops, pan shops

etc.

FINDINGS OF CHANNELS IN GIVEN MARKETS

Table 02:

Name of

DistributorNo. of

outlets

Filled Stock

of Amul (In

crts.)

Filled stock

Amrit food(

in crts.)

Filled of stock of Gopal GI(In crts.)

Filled stock of Motherdairy(In crts.)

Navkar marketing 70 12 7 2 4

Laxmi markerting 50 15 13 0 2

Total 120 27 21 2 6

Amul Amrit foods Mother Dairy

Gopal gi0

5

10

15

20

25

30

Stock of Amrit food

Stock of Amrita food

Analysis: The filled stock of Amrit Brands was 38% of total market.

Whereas the Amul contribution only 50%.

This is only not hyper demand of the brand of Amrit by the

consumers. Amul is good brand in market but Amrit food is second

position.

STATUS OF THE RETAILERS IN THE GIVEN MARKET

Table 04:

Status Number

Amul Brand 27

Amrit Brands 15

Mother dairy 8

(Mix) 66

Amul BandAmrit Brand

Mother DairyMix Brand

0

10

20

30

40

50

60

70

Analysis:

Most of the outlets of the area keep both brand(Amul,Amrit).

hence I found that more than 66% of the total outlets have mix

status.

I found that most of the area Mother Dairy has own outlets.

COMPARISION OF COOLING EQUIPMENTS Table 05:

Cooling

equipment

provided

By Amul

Cooling equipment

provided

By Mother Dairy

Cooling

equipment

provided By

Amrit food

Own Cooling

equipment

36 30 4 50

Amul BandAmrit Brand

Mother DairyOwn Cooing

05

101520253035404550

Series1

Analysis:

More than 50% of total outlets have their own

cooling(Own,Amrit,Coca Cola) equipment.

where as Amul & Mother Dairy & Amrit food has the contribution

of 30% and 25% ,3% respectively.

MARKET SHARE OF UHT Milk VS. OTHERS Milk

Table 09:

Market share of

UHTOthers Milk

10 90

Market Share of UHT milk Market Share of Others milk

10

90

Chart Title

Analysis:-

I found that in Noida UHT milk is portion is very low.

In Noida retailers are prefer fresh milk they does,t prefer to store.

MARKET SHARE OF CAFE Milk VS. OTHERS CAFE Milk

Table 10:

Market share of

CafeOthers Cafe Milk

80 20

Market Share of café

milk80%

Market Share of Other café milk

20%

Chart Title

Analysis:-

I found that in Noida market Amrit food provide café milk. Others some of the Shops they manufacture café milk In Noida market Amrit food café demand is not so high.

Comparison between Amrit foods Product Price Vs other product Price

Table 11:

51436182-selling-distribution-strategy.docx

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