“A Study of Retailer’s role in Marketing of Amul Ice- cream ”

SUMMER INTERNSHIP PROJECT BY - GURURAJ KHANVILKAR .

PROJECT GUIDE - DR. HEMLATA GAIKWAD

NAME OF COMPANY – GUJARAT CO-OPERATIVE MILK MARKETING FEDERATION.( AMUL )

COMPANY GUIDE - MANOJ SONAVNE MBA 2ND YEAR – 1540111

DMS – RIT

Introduction India’s dairy industry .

About GCMMF ( Amul ).

Purpose of study .

Objectives of study This study is designed to fulfill following objectives –

1. To study importance of retailers in marketing channel .

2. To study the Satisfaction level of retailer .

3. To analyze problems faced by retailers .

4. To suggest promotional strategies to attract and retain customers .

5. To study the services provided by company to retailers.

Research methodology Research – Quantitative research

Sampling units - Kolhapur ( Kasbabavda , Gandhinager , Kadamwadi , Bhoslewadi , Uchgaon )

Research approach - Survey method

Research instrument – Questionnaire and personal interview .

Data collection - Primary and secondary .

Data analysis and Interpretation

Importance of retailers in marketing channel ?

- During observation and personal interviews it is found that there are many types of retailers like franchises , bakery shops , grocery and sweet shop etc. All are selling same ice-creams and having importance in marketing channel .

- As franchises getting good margin and selling one brand , they are proving many facilities to customer like setting arrangement , ac room and table service also .

- But in case of other sellers they getting less attention from company itself and having options of many ice-cream brands to sell . It is found that they are not prospecting customer to buy Amul product , they are selling local brands because of better margin , good availability and other services .

- Sell of product is depend on marketing activities of retailer . Retailers are only medium for Amul to reach to customers .

Are you satisfied with the margin given for amul products?( to understand satisfaction level )

Amul well positioned brand in customers mind . but retailer doing business for profit.Only 12 % retailers are strongly satisfied with margin , 16% and 25 % moderately satisfied and neutral respectively from margin , also 25% are dissatisfied and other 22% are strongly dissatisfied .

Highly satisfied

Satisfied neutral Dissatisfied

Highly dissatisfied

12 16 25 25 22

What is the delivery position of Amul products?

Distributor plays major role in availability of product . but satisfaction from distribution is different in different different retail shop keepers.

Only 8% are strongly satisfied with distribution and other 25% and 38% are telling good distribution and bad distribution respectively but large number I.e 29% facing worse distribution.

Very Good Good Bad Worse

8 25 38 29

Have you been provided with sign board/display rack by Amul Company ?

Sign board and display is important now a days . 77% retailers having display of amul ice cream but still 23% does not have any board which effect on sale. Company should have to provide more posters , menu cards and sign boards to attract customer . New product must advertise properly to create awareness within customers .

Yes No

77 23

Are you satisfied with service provided by company?(Maintenance of refrigerator / return of damaged product)

Service from company matter the most for retailer. Only 11% are strongly agree with good service, 9% are moderately agree 39% getting service in span of time so they are neutral and large number of retailers I.e 22% and 19% are moderately disagree and strongly disagree respectively from services of Amul company .

Strongly agree

Moderately agree

Agree Moderately disagree

Strongly disagree  

11 9 39 22 19

Conclusion According to study it found that position of AMUL brand is very good in retail

market. Retailers playing important role which is only medium to reach the customer . Retailer need a good quality and good availability of Amul products for that distribution required better guidance .

Customers go for their desire brand and for that sometimes they change the brand if their expectations are not fulfill that’s why retailers also look for brand which customer want.

Services provided by company are good for franchisees but not providing required attention to small and medium retail shops . The potential of market share is more but more attention is necessary from company .

Suggestions 1.Delivery should be done on the basis of requirement of retailer and customer. Many times customer get damaged pack .

2.Reasonable margin should be given to the retailers, as the local brands are giving to retailer .Launch the brand in potential market.

3.Distribution channel require to improve. timely delivery is necessary .

4.Proper feedback system should be urbanized by ensuring regular visits at the various outlets.

5.More sign boards and media should be implement in area to attract more number of customers . Advertising should be done at time of monsoon and winter season more demand for milk and milk product is there, because many wrestlers comes from outside in kolhapur so we can Target them .