Presented By: Mr. Arshad Shaikh (44)

A MARKET STUDY OF AMUL FRESH DIVISION PRODUCTS (POUCH MILK AND PROLIFE LASSEE)

IN PALGHAR AND SAPHALE.

• Market Study

• Product Divisions of Amul

– Fresh Division Products

– Dairy Division

– Ice Cream and Frozen

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Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF)

Type Cooperative

Industry Dairy/FMCG

Founded 1946

Headquarters Anand, Gujarat, India

Founder DR. VERGHESE KURIEN

Revenue (2012–13) Rs 13735 Crores

Members

17 District Cooperative Milk Producers Union

No. of Producer Members 3.18 Million

Total Milk handling capacity 16.8 Million litres per day

Website www.amul.com

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• To study the distribution channel .

• To study the existing markets of FDP in Palghar & Saphale.

• To identify the issues related to Amul FDP among retailers and distributors.

• To know the preferences of consumers towards Amul FDP with comparison to other competitor’s brands.

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• To know the problems faced by the Distributors and Retailers.

• To know the existing market of Fresh Division Products.

• To know the position of Amul in Palghar and Saphale.

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• Type of Research: Descriptive Research

• Data Collection Method

– Primary

– Secondary

• Sampling plan

– Population

– Sample size

• Sampling technique

– Convenience sampling

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• Product and Price

– Pouch Milk • Taaza : Rs 32/litre

• Gold: Rs 42/litre

– Prolife Lassee • Rs 15/ 200ml

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ADA

Distributors

Retailers

Customers

• Communication and Advertising • Corporate Campaign: The Taste of India

• Logo: Logo and Girl Child.

• Branding: Umbrella Branding

• Advertising:

– Outdoor: Hoardings/billboard

– Broadcast: Television

– Print: Newspaper and Pamphlets

– Internet: Independent Website and Social Networking sites.

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• Retailers Survey

• Kiosk

• Find New Retailers

• Encourage the existing retailers

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75%

25%

Do you stock Amul Products in your

shop?

Yes

No

0

5

10

15

20

25

1- 10 11-20 21-30 31-40 40-50 Above 50

No

. of

Re

spo

nd

en

ts

Amul Milk (In litres)

Average daily sale of Amul Milk?

(87 respondents)

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81

29

6

85%

90%

95%

100%

Amul Other Brands

Which pack of milk is mostly sold in your shop?

(87 and 29 respondents)

Pouch Milk Tetra Pack

0%

20%

40%

60%

80%

100%

1-10 11-20 21-30 31-40 41-50 Above 50

18

20 9 10 5 14

16

6 3 3 1 6

Which milk variant of Amul is mostly sold? How Much (in litres)? (87 respondents)

Taaza Gold

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0

500

1000

1500

2000

Taaza

Gold

1813

436

49 0

4 30

Select the variant and pack and write the quantity of

sales daily? (87 respondents)

500ml 1 litre 5 litres

0

50

100

Rate Amul Milk (116 respondents)

V.Good Good Average Poor

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20%

80%

Average daily sale of Amul Profile Lassee

(5 respondents)

Below 8 pcs Between 9-16 Pcs 17 and above

010203040

50

60

Rate Amul Prolife Lassee? (116 respondents)

V.Good

Good

Average

Poor

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0

10

20

30

40

50

60

70

80

90

100

Unawarenessabout product

Does not liketaste

Higher Price Other Reason

Why customers do not prefer Amul Milk and Prolife Lassee? (116 respondents)

Amul Milk

Amul Lassee0

100

200

Milk

Lassee

94

10

24 108

Do you keep other brands of Milk or Lassee?

(116 respondents)

Yes No

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0%10%20%30%40%50%60%70%80%90%

100%

82

34

90

50

80

54 44

12

60

4

44

14

40 50

If Yes, which brands? (94 respondents)

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Max sale of Milk at your shop? (116 respondents)

Rank 1

Rank 2

Rank 3

Rank 4

Rank 5

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5%

39%

56%

Profit on other brands? (116 respondents)

Less than Amul Same as Amul More than Amul

52

5

10

19

30

9

8

17

65

17

Reduction in Price

Change in Taste

Change in Packaging

Improvement in promotion system

Other ideas

Ideas to increase sale of Amul Milk and Lassee?

(116 respondents)

Amul Lassee Amul Milk

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54% 36%

4% 6% 0%

What you do for the Amul Milk which is unsold?

(87 respondents)

Never happens Keep for next day Family use Wasteage Others

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1%

99%

Do Company Implement any trade promotion schemes

for retailers? (87 respondents)

Yes No

26%

74%

Do other brands offer any trade promotion schemes for

retailers ? (116 respondents)

Yes No

• Distributors

– Only 2 Authorized distributor in Palghar.

– Payments

– Communication Gap

• Retailers

– Service Problem in Rural Areas.

– Margin

– No Proper Display

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• Amul has good brand name as well as unique identity in the market.

• Market share of Amul Fresh Division Products

• The awareness of "Amul Prolife Lassee"

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• Increase the Distributors

• Schemes for retailers/ Margin should be increased

• Suggestions & complaints made by retailers & consumers should be given due attention .

• ADA for specific area.

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• Increase the Distributors

• Schemes for retailers/ Margin should be increased

• Suggestions & complaints made by retailers & consumers should be given due attention .

• ADA for specific area.

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• Survey is limited to Palghar and Saphale.

• Respondents may not be true in answering various questions and may be biased to certain other questions.

• Non co-operative approach of retailers and customers for survey.

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• http://www.amul.com/m/organisation

• http://mofpi.nic.in/ContentPage.aspx?CategoryId=145

• http://en.wikipedia.org/wiki/Toned_milk

• http://en.wikipedia.org/wiki/Umbrella_brand

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Thank You

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