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Amul Final

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Deepak Jangid

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Page 1: Amul Final

2011

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(SCHOOL OF BUSINESS & MANAGEMENT)

A project report on Amul Ice-Cream

‘To Explore the Possibility of Amul Ice Cream in local market and launching

Amul push carts

SUBMITTED TO: - SUBMITTED BY:

Prof. RAJESH MEHROTRA Deepak Jangid

DIRECTOR MBA-2-B

(SCHOOL OF BUSINESS & MANAGEMENT)

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A

DECLARATION

I hereby declare that this project report on AMUL ICE- CREAM entitled‘To Explore the Possibility of AMUL Ice-cream in the Local market and the launching of AMUL Pushcarts’ is a Bonafide record of research work done by me during the course of summer training.

I also declare that the facts and data, which have been used in the report, are true to the best of my knowledge and belief. This report has not been previously submitted for any other purpose with a similar title.

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ACKNOWLEDGEMENT

“Successful passage and outcome of every work comes with dedication, determination and team work. All these turn failure in absence of a visionary guidance”

Achieving a Milestone for any person is extremely difficult. However there are motivations, which came across the curvaceous path like twinkling star and make our task much easier. It becomes my humble and foremost duty to acknowledge all of them. Completing a task is never a one-man effort. It is often the result of valuable contribution of number of individuals in a direct or indirect manner that helps on shaping and achieving an objective.

I am deeply indebted to Mr. PRASHAANT SHARMA (Officer Incharge ice- cream), for providing their valuable guidance and encouragement throughout the summer training for keeping my moral up and make it possible to complete my project works at AMUL under GCMMF Co-operative, Jaipur.

I also extend my sincere thanks to respected Prof. Rajesh Mehrotra School of Business and Management, Jaipur National University, Jaipur for his valuable suggestions and guidance from time to time.

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REPORT BRIEF-:

Purpose of the report:

Main purpose of the report is to explain the whole process of Amul Ice- Cream, from warehouse to the Sales, purpose of the project was to increase the sales of the Ice- cream in the market and Launch of the Pushcarts into the Local Market & to support company staff in fulfilling various tasks.

Scope of the study:

The scope of the study is to understand the various marketing concepts and tactics used by the company to establish itself in the market .it also involves learning of the implementation of the various schemes of the company. It helps to understand the working of the company that how various problems regarding Amul Ice- Cream and in the launch of Pushcarts in local market are handled.

Method:

Main method followed was to meet with the Amul Ice- cream Retailers and to know about their problems regarding the sale of the Ice- cream and other company related affairs.

To meet with Manpower and Labour for the launch of the Pushcarts into the Local market and to know their problems and ensure proper help to them from the company as they are the backbone of the company in the Pushcart Segment.

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Background information:

Amul is the pioneer in Indian Dairy industry where its rivals are lagging far behind. GCMMF is the cooperative organization of Gujarat state which was formed in 1946 from KAIRA district. Its main plant is at ANAND Gujarat, it entered in jaipur milk market in November 2007 and currently it is having 2nd position in terms of market share.

AMUL Pushcart

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EXECUTIVE SUMMARY

This project was undertaken

‘To Explore the Possibility of AMUL Ice-cream in the Local market and the launching of AMUL Pushcarts’ it also looked into the different factor of stocking to the product in the retail outlets. The study was conducted at Amul India Ltd., Jaipur. The Consumer & outlets preference was studied through using survey and meetings.

My OBJECTIVES of the study are:

Detailed knowledge of AMUL preferred outlet.

To collect the information about the Retailers and about the areas where we can run our pushcarts.

To increase span of amul products through Pushcarts.

To know the factors which affects consumer’s buying behavior to purchase amul’s product?

Create awareness about amul product against its competitors.

To collect detail data with respect to amul outlets. (like supply and demand )

To know the preference of amul sugar free ice cream with comparison to other competitive brands

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Contents

Particulars

1. Introduction

Introduction to the industry

Introduction to the project

2. Project profile

Title of the study

Objective of the study

Scope and significance of the study

Research methodology

Research design

Research problem

Research objective and related sub objective

Information requirement

Choice of research design

Research instrument used

Sampling techniques used and sample size

Limitations of the study

3. Data and data analysis

4. Questionnaire

5. My findings

6. Suggestions

7. SWOT analysis

8. Conclusion

9. Bibliography

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INDIAN DAIRY INDUSTRY –FACTS & FIGURES

Beginning in organized milk handling was made in India with the establishment of Military Dairy Farms. Handling of milk in Co-operative Milk Unions established all over the country on a small scale in the early stages. Long distance refrigerated rail-transport of milk from Anand to Bombay since 1945 Pasteurization and bottling of milk on a large scale for organized distribution was started at Aarey (1950), Calcutta (Haringhata, 1959), Delhi (1959), Worli (1961), Madras (1963) etc

Establishment of Milk Plants under the Five-Year Plans for Dairy Development all over India. These were taken up with the dual object of increasing the national level of milk consumption and ensuring better returns to the primary milk producer. Their main aim was to produce more, better and cheaper milk.

Milk Production

India's milk production increased from 21.2 million MT in 1968 to 88.1 million MT in 2003-04.

India is the largest producer of Milk in the World (replacing USA) Per capita availability of milk presently is 231 grams per day, up from 112

grams per day in 1968-69. India's 3.8 percent annual growth of milk production surpasses the 2 percent

growth in population; the net increase in availability is around 2 per cent per year.

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Marketing

In 2004-05, average daily cooperative milk marketing stood at 155 lakh liters, registering a growth of 4.2 percent over 148.75 lakh litres in 2003-04. Dairy Cooperatives now market milk in about 200 class cities including

metros and some 550 smaller towns. During the last decade, the daily milk supply to each 1,000 urban consumers

has increased from 17.5 to 52.0 liters.

Innovation

Bulk-vending - saving money and the environment. Milk travels as far as 2,200 kilometers to deficit areas, carried by innovative

rail and road milk tankers. Ninety-five percent of dairy equipment is produced in India, saving valuable

foreign exchange.

Macro Impact

The annual value of India's milk production amounts to about Rs. 880 billion. Dairy cooperatives generate employment opportunities for some 12 million

farm families. Dairy Farming is the single largest contributor to the economy(5% of GDP

&13% of employment) Dairy industry represents a huge opportunity being the largest single FMCG

Market: Urban Mkt size Rs 33000 Crores and organized sector Rs 11000 Crores representing a huge opportunity for conversion and growth.

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KEY CHALLENGES BEFORE INDIAN DAIRY INDUSTRY ARE AS FOLLOWS

• Ensuring Quality

• Procurement and efficiencies in supply chain

• Product differentiation and value addition

India’s dairy sector is expected to triple its production in the next 10 years in view of expanding potential for export to Europe and the West. Moreover with WTO regulations expected to come into force in coming years all the developed countries which are among big exporters today have to withdraw the support and subsidy to their domestic milk products sector. Also India today is the lowest cost producer of per litre of milk in the world, at 27 cents, compared with the U.S' 63 cent. Also to take advantage of this lowest cost of milk production and increasing production in the country multinational companies are planning to expand their activities here. Some of these milk producers have already obtained quality standard certificates from the authorities. This will help them in marketing their products in foreign countries in processed form. The urban market for milk products is expected to grow at an accelerated pace of around 33% per annum to around Rs.83,500 crores by year 2010. This growth is going to come from the greater emphasis on the processed foods sector and also by increase in the conversion of milk into milk products. By 2010, the value of Indian dairy produce is expected to be Rs 10,00,000 million. Presently the market is valued at around Rs7,00,000 mn.

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Introduction

To

GCMMF Ltd.

(GUJARAT COOPRATIVE MILK MARKETING

FEDERATION LIMITED)

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Company profile

Gujarat Cooperative Milk Marketing federation Ltd. (GCMMF)

GCMMF, better known through its Amul brand, is India’s largest food product

marketing organization. Amul (Anand Milk Union Limited), formed in 1946, is a

dairy cooperative movement in India. It is a brand name managed by an apex

cooperative organization, Gujarat Co-operative Milk Marketing Federation Ltd.

(GCMMF), which today is jointly owned by some 2.6 million milk producers in

Gujarat, India.

AMUL is based in Anand, Gujarat and has been a sterling example of a co-

operative organization's success in the long term. It is one of the best examples of

co-operative achievement in the developing world. "Anyone who has seen ... the

dairy cooperatives in the state of Gujarat, especially the highly successful one

known as AMUL, will naturally wonder what combination of influences and

incentives is needed to multiply such a model a thousand times over in developing

regions everywhere." The Amul Pattern has established itself as a uniquely

appropriate model for rural development. Amul has spurred the White Revolution

of India, which has made India the largest producer of milk and milk products in

the world. It is also the world's biggest vegetarian cheese brand.

Amul is the largest food brand in India and world's Largest Pouched Milk Brand

with an annual turnover of US $1050 million (2006-07).

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Currently Amul has 2.6 million producer members with milk collection average of

10.16 million liters per day. Besides India, Amul has entered overseas markets

such as Mauritius, UAE, USA, Bangladesh, Australia, China, Singapore, Hong Kong

and a few South African countries. Its bid to enter Japanese market in 1994 had

not succeeded, but now it has fresh plans of flooding the Japanese markets. Other

potential markets being considered include Sri Lanka. Dr Verghese Kurien, former

chairman of the GCMMF, is recognized as the man behind the success of Amul. On

10 Aug 2006 Parthi Bhatol, chairman of the Banaskantha Union, was elected

chairman of GCMMF.

INTRODUCTION AND HISTORY

In the year 1946 the first milk union was established. This union was started with 250 liters of milk per day. In the year 1955 AMUL was established. In the year 1946 the union was known as KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS’ UNION. This union selected the brand name AMUL in 1955.The brand name Amul means “AMULYA”. This word derived form the Sanskrit word “AMULYA” which means “PRICELESS”. A quality control expert in Anand had suggested the brand name “AMUL”. Amul products have been in use in millions of homes since 1946. Amul Butter, Amul Milk Powder, Amul Ghee, Amulspray, Amul Cheese, Amul Chocolates, Amul Shrikhand, Amul Ice cream, Nutramul, Amul Milk and Amulya have made Amul a leading food brand in India. (The total sale is Rs. 6 billion in 2005). Today Amul is a symbol of many things like of the high-quality products sold at reasonable prices, of the genesis of a vast cooperative network, of the triumph of indigenous technology, of the marketing savvy of a farmers' organization. And have a proven model for dairy development (Generally known as “ANAND PATTERN”).

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In the early 40’s, the main sources of earning for the farmers of Kaira district were farming and selling of milk. That time there was high demand for milk in Bombay. The main supplier of the milk was Polson dairy limited, which was a privately owned company and held monopoly over the supply of milk at Bombay from the Kaira district. This system leads to exploitation of poor and illiterates’ farmers by the private traders. The traders used to beside the prices of milk and the farmers were forced to accept it without uttering a single word.However, when the exploitation became intolerable, the farmers were frustrated. They collectively appealed to Sardar Vallabhbhai Patel, who was a leading activist in the freedom movement. Sardar Patel advised the farmers to sell the milk on their own by establishing a co-operative union, Instead of supplying milkto private traders. Sardar Patel sent the farmers to Shri Morarji Desai in order to gain his co-operation and help. Shri Desai held a meeting at Samarkha village near Anand, on 4th January 1946. He advised the farmers to form a society for collection of the milk.

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These village societies would collect the milk themselves and would decide the prices at which they can sell the milk. The district union was also form to collect the milk from such village cooperative societies and to sell them. It was also resolved that the Government should be asked to buy milk from the union.However, the govt. did not seem to help farmers by any means. It gave the negative response by turning down the demand for the milk. To respond to this action of govt., the farmers of Kaira district went on a milk strike. For 15 whole days not a single drop of milk was sold to the traders. As a result the Bombay milk scheme was severely affected. The milk commissioner of Bombay then visited Anand to assess the situation. Having seemed the condition, he decided to fulfill the farmers demand.

Thus their cooperative unions were forced at the village and district level to collect and sell milk on a cooperative basis, without the intervention of Government.Mr. Verghese Kurien showed main interest in establishing union who was supported by Shri Tribhuvandas Patel who lead the farmers in forming the Cooperative unions at the village level. The Kaira district milk producers union was thus established in ANAND and was registered formally on 14th December 1946. Since farmers sold all the milk in Anand through a co-operative union, it was commonly resolved to sell the milk under the brand name AMUL.

Initial stage only 250 litres of milk was collected every day. But with the growing awareness of the benefits of the cooperativeness, the collection of milk increased. Today Amul collect 11 lacs litres of milk every day. Since milk was a perishable commodity it becomes difficult to preserve milk flora longer period. Besides when the milk was to be collected from the far places, there was a fear of spoiling of milk. To overcome this problem the union thought out to develop the chilling unit at various junctions, which would collect the milk and could chill it,

So, as to preserve it for a longer period. Thus, today Amul has more than 150 chilling centre in various villages. Milk is collected from almost 1073 societies.Amul Page 17

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With the financial help from UNICEF, assistance from the govt. of New Zealand under the Colombo plan, of Rs. 50 millions for factory to manufacture milk powder and butter was planned.

Dr. Rajendra Prasad, the president of India laid the foundation on November 15, 1954. Shri Pandit Jawaharlal Nehru, the prime minister of India declared it open at Amul dairy on November 20, 1955.

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GCMMF Today

GCMMF is India's largest food products marketing organization. It is a state level

apex body of milk cooperatives in Gujarat, which aims to provide remunerative

returns to the farmers and also serve the interest of consumers by providing

quality products, which are good value for money. GCMMF markets and manages

the Amul brand. From mid-1990's Amul has entered areas not related directly to

its core business. Its entry into ice cream was regarded as successful due to the

large market share it was able to capture within a short period of time - primarily

due to the price differential and the brand name. It also entered the Pizza

business, where the base and the recipes were made available to restaurant

owners who could price it as low as 30 rupees per pizza when the other players

were charging upwards of 100 rupees.

In September 2007, Amul emerged as the leading Indian brand according to a

survey by Synovate to find out Asia's top 1000 Brands

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GCMMF TURNOVER

Sales Turnover Rs.(million) US $ (in millions)

1994-95 111.40 355

1995-96 137.90 400

1996-97 155.40 450

1997-98 188.40 455

1998-99 221.92 493

1999-00 221.85 493

2000-01 225.88 500

2001-02 233.65 500

2002-03 274.57 575

2003-04 289.41 616

2004-05 292.25 672

2005-06 377.36 850

2006-07 427.78 1050

2007-08 525.54 1325

2008-09 609 1875

GCMMF Awards

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GCMMF bags APEDA Award for 11th year in a row.

AMUL pro-Biotic Ice-Cream gets No. 1 Award at the World Dairy Summit.

Ramakrishna Bajaj National Quality Award – 2003

AMUL – The Taste of India (GCMMF) receives International CIO 100 Award

for resourcefulness.

Rajiv Gandhi National Award – 1999

Product portfolio

Bread spreads

Amul Butter

Amul Lite Low Fat Bread Spread

Amul Cooking Butter

Cheese Range

Amul pasteurized processed Chedder Cheese

Amul Processed cheese Spread

Amul Pizza (mozzarella) cheese

Amul Shredded pizza Cheese

Amul Emmental Cheese

Amul Gouda Cheese

Amul Malai Paneer (Cottage Cheese)

Mithaee Range

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Amul shrikhand (Mango,Saffron,Almond Pistachio,Cardamom)

Amul Amrakhand

Amul Mithaee Gulab Jamub Mix

Amul mithaee Kulfi Mix

Amul Avsar Ladoos

UHT Milk Range

Amul Shakti 3% Fat Milk

Amul Taaza 1.5% Fat Milk

Amul Gold 4.5% Fat Milk

Amul Lite Slim-n-Trim Milk 0% Fat Milk

Amul Shakti Toned Milk

Amul Fresh Cream

Amul Snowcap Softy Mix

Infant Milk Rang

Amul Infant Milk Formula 1(0-6 months)

Amul Infant Milk Formula 2(6 months)

Amulspray Infant Milk Food

Milk Powders

Amul Full Cream Milk Powder

Amulya Dairy WhitenerAmul Page 22

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Sagar Skimmed Milk Powder

Sagar Tea & Coffee Whitener

Sweetened Condensed Milk

Amul Mithaimate Sweetened Condensed Milk

Fresh Milk

Amul Taaza Toned Milk 3% Fat

Amul Gold Full Cream Milk 6% Fat

Amul Shakti Standardized Milk 4.5% Fat

Amul Slim &Trim Double Toned Milk 1.5% Fat

Amul Saathi Skimmed Milk 0% Fat

Amul Cow Milk

Pure Ghee

Amul Pure Ghee

Sagar Pure Ghee

Amul Pure Ghee

Brown Beverage

Nutramul Malted Milk Food

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Curd Products

Yogi Sweetened Flavoured Dahi (Dessert)

Amul Masti Dahi (Fresh Curd)

Amul Masti Spiced Butter Milk

Amul Lassee

Milk Drink

Amul Kool Flavoured

Amul Kool Cafe

Health Beverage

Amul Shakti White Milk Food

Chocolate & Confectionery

Amul Milk Chocolate

Amul Fruit & Nut Chocolat

Amul Ice-Cream

Royal Treat Range(Butter Scotch, Rajbhog, Malai Kulfi)

Nut-o-Mania Range (Kaju Draksh, Kesar Pista Royale, Fruit Bonanza,

Roasted Almond)

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Nature’s Treat (Alphanso Mango, Fresh Litchi, Shahi Anjir, Freash

Strawberry, Black Currant, Santra Mantra, Fresh Pineapple)

Sundae Range (Mango, Black Currant, Sundae Magic, Double Sundae)

Assorted Treat (Chocobar, Dollies, Frostik, Ice Candies, Tricone,

Chococrunch, Megabite, Cassatta)

Utterly Delicious(Vanilla, Strawberry, Chocolate, Chocochips, Cake

Magic)

Pro-Biotic

GCMMF Export Products

GCMMF is India’s largest exporter of Dairy Products. It has been accorded a

“Trading House” status. GCMMF has received the APEDA Award from Government

of India for Excellence in Dairy Product Exports for the last 11 years.

The major export products are:

Consumer Packs

1. Amul Pure Ghee

2. Amul Butter

3. Amul ShrikhandAmul Page 25

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4. Amul Mithaee Gulabjamun

5. Nutramul Brown Beverage

6. Amul Cheese

7. Amul Malai Paneer

8. Amul UHT Milk (Long Life)

Amul Gold Milk

Amul Taaza Double Toned Milk

Amul Lite Slim And Trim Milk

9. Amul Fresh Cream

Bulk packs

Amul Skimmed Milk Powder

Amul Full Cream Milk Powd

Many of their products are now available in USA, Gulf Countries and Singapore.

Project Introduction

The project ‘Market opportunities for AMUL Ice-cream in the Local marketAnd the launching of AMUL Pushcarts’, assigned by GCMMF is a very sensitive project. In this project my work was to prepare actual report which can help the company to understand the taste of people of Jaipur. In this I had to go in the

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market and with the help of questionnaire, had to find about various aspects and opportunities for Amul ice cream and ice cream pushcarts in local Jaipur market.In this work I preferred to know about the existing competitive brands in Jaipur firstly. Then to know about the numbers of distributors, their process of business, number of existing parlors and their respective companies, their sales. In order to complete my project I divided my project in two parts. I took aside my preparation of questionnaire, going to the market and collecting information and their respective feedback. On another side I kept information from the public, their choices, knowledge about the scooping concept and collected data. Another work was to spread the information about Amul’s scooping concept and to find out the best places for Ice cream pushcarts, for this we consulted two business consultants. In order to get information from the people about the scooping concept and their choices etc. I took the help of questionnaire.I selected populated areas of Jaipur city which are Banipark, Mansarover, Malviya Nagar, Rajapark, Vidhyadhar Nagar, Vaishali Nagar etc.

Main motive behind this project was to understand the market position of the Amul ice cream in the Jaipur city, to know the demand of consumers in Ice cream segment and present market player in scooping concept and their sales. Apart from this to understand the consumer behavior in Ice cream segment and to invite people to become the part of Amul through various schemes.

Focus – Our main focus was upon the Launching of the Ice cream Pushcarts for the company especially because we are going to be the First to run Amul Ice cream pushcarts in Jaipur city. It is going to be the first time ever in the history of Jaipur.

Project profile

Title of the study – ‘To Explore the Possibility of AMUL Ice-cream in the Local

market and the launching of AMUL Pushcarts’.

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In this we prepared a ppt. presentation and questionnaire to understand need of

Amul Retailers, consumer behavior, sales of existing Retailers and Parlors and their

problems.

Objective of the study – The objective of this project is to find out the Market

opportunities for AMUL Ice-cream in the Local market and the launching of AMUL

Pushcarts to explore the possibility in Ice cream market in Jaipur. Apart from this

another objective was to gather information about the existing Ice cream parlors

and their sales in Jaipur. How to increase the sale of the Ice cream and the most

important the Launching of Amul ice cream Pushcarts for the first time in the

Local market.

Research Methodologies

Research design

“Advertising is a paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor.”

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1. RESEARCH PROBLEM

Increase the awareness level of AMUL Ice-cream in Jaipur.

Seek the general perception of consumer towards AMUL Ice-cream in Jaipur.

To find the opportunity for AMUL Ice-cream Pushcarts in Jaipur.

To find the performance of AMUL Ice-cream Parlors in Jaipur.

To know the consumer psyche and their behavior towards AMUL Ice-cream Pushcarts and Parlors in Jaipur.

2. RESEARCH OBJECTIVES & related sub objectives

To know the Best possible places available for the Amul Ice-cream Pushcartsand Parlors.

To know awareness of Amul as an Ice-cream Brand.

To know in which segment Ice-cream are mostly like/ preferred.

To know which advertisement tool is mostly preferred by people.

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To know the preference of Amul Ice-cream with comparison to other competitive companies.

3. Information requirement

First, we had to know about all the competitors present in the Ice-cream segment

(Reputed and well established brands as well as Local brands). Before going for the

survey we had to know the comparative parlor of all the competitors existing in

the market.

Since Ice-cream product that attracts children and youngsters most hence I had to

trace the market and segment it, which mainly deals with people of various age

groups. As Pushcarts are a different unit, the main information needed is the

various types of Pushcarts available in the market, their total sale, Brand value and

various other facts.

4. Choice of research design- alternatives & choice

Despite the difficulty of establishing an entirely satisfactory classification system, it is helpful to classify marketing research on the basis of the fundamental objectives of the research. Consideration of the different types, their applicability, their

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strengths, and their weakness will help the student to select the type best suited to a specific problem.

The two general types of research are:

EXPLORATORY RESEARCH

Exploratory research seeks to discover new relationship, emphasis on discovery of ideas. Marketing researches devote a significant portion of their work on exploratory studies when very little is known about the problem being examined.

CONCLUSIVE RESEARCH

Conclusive studies attempts to determine the frequency with which something occurs or the relationship between two phenomenon’s. Usually conclusive studies assume certain under underlying characteristics of the market or have some precise statement of research questions/hypothesis.

5. RESEARCH INSTRUMENT USED - DETAILS & WHY?

If one wants to know what type of dentifrice people use, what they think of, television commercials, or why they buy particular brands of cars, the natural procedure is to ask them. Thus, the questionnaire method has come to be the more widely used of the two data collection method. Many consumers are now familiar with the telephone caller who greets them with “We are making a

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survey”, and then proceeds to ask a series of questions. Some interviews are conducted in person, others by telephone, and others by mail. Each of these has its special advantages and disadvantages and limitations. The questionnaire method in general, however, has a number of pervasive advantages and disadvantages. Discussion of particular variations will be more meaningful if these characteristics of the general methods are brought out first.

A questionnaire consists of list of questions to be asked from the respondents and the space provided to record the answer / responses. Questionnaire can be used for the personal interviews, focus groups, mails and telephonic interviews. The choice among these alternatives is largely determined by the type of information to be obtained and by the type of respondents from whom it is to be obtained.

The common factor in all varieties of the questionnaire method is this reliance on

verbal responses to question, written or oral.

Questionnaire in the project consists of:

Multiple choice questions

Dicthomus

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Questions of this type offer the respondents an alternative to choose the right

answer among others. It is faster, time saving and less biased. It also simplifies the

tabulating process.

MULTIPLE CHOICE QUESTIONS:

OPEN END QUESTIONS:

In this type respondents are free to answer in their own words and express the

ideas they think are relevant, such questions are good as first questions or opening

questions. They introduce the subject and obtain general reaction.

DICTHOMUS:

These are the questions which are Boolean in nature. These answers are

straightforward and respondents have to answer them in a straight way. That

means the answer can only be either ‘Yes” or ‘No’.

6. SAMPLING TECHNIQUE USED & SAMPLE SIZE - WHY?

Sample design is a definite plan of obtaining some items from the whole

population. The sample design used in this project is two state sampling i.e.

Cluster and convenience. In the probability sampling methods, each items in the

sample is chosen one at a time from a complete list of universe elements. In

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marketing research practice, it will sometimes be more expedient to select

clusters or groups of universe elements, rather than to choose sample items

individually.

Sampling methods in which universe elements are chosen in groups ---- rather

than individually -- are called cluster-sampling methods. They are widely used in

the sampling of human populations. When no complete universe listing exists, a

type of sampling is called area sampling may be the only practically feasible form

of probability sampling.

NONDISGUISED, STRUCTURED TECHNIQUES

The non structured techniques for attitude measurement are primarily of value in

exploratory studies, where the researcher is looking for the salient attributes of

given products and the important factors surrounding purchase decisions as seen

by the consumer.

Structured techniques can provide a more objective measurement system, one

which is more comparable to a scale or a yardstick. The term scaling has been

applied to the efforts to measure attitudes objectively, and a number of useful

scales have been developed.

SAMPLING METHODS

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Sample design is a definite plan of obtaining some items from the whole

population. The sample design used in this project is two state sampling i.e. cluster

sampling and convenience sampling. The whole city was divided into some

geographical areas and I have chosen Banipark, Mansarover, Malviya Nagar,

Vaishali Nagar, Murlipura, Vidhyadhar Nagar, Civil lines, C-Scheme, Ajmeri Gate,

Rajapark. The total sample size was 200.

CLUSTER SAMPLING

Here the whole area is divided into some geographical area and a definite number

of consumers were to be surveyed.

CONVINIANCE SAMPLING

This type of sampling is chosen purely on the basis of convenience.

I visited Garden, Parks, Temple, Superstores, Multiplexes, Malls and Gymnasium.

SAMPLING

1. Sampling Technique : Non probability sampling

(A non probability sampling technique is

that in which each element in the

Population does not have an equal

Chance of getting selected)

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2. Sample Unit : People who buy ice creams available

in retail outlets, superstores, etc

3. Sample size : 200 respondents (Age ranging

between 15 yrs to 65 yrs

4. Method : Direct interview through questionnaire.

5. Data analysis meth : Graphical method.

6. Area of survey : JAIPUR District.

7. Timing of survey : 9.00 am to 11.30 pm

and 6.00 pm to 9.00 pm

FIELD WORK- METHOD USED FOR DATA COLLECTION

Questionnaire was prepared keeping the objective of research in mind.

Questions were asked to respondents as regards to their willingness to

purchase Ice cream scoops.

The help of questionnaires conducted direct interviews, in order to get

accurate information.

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In order to get correct information I had to approach consumers of different

age groups.

I visited as many respondents as I can and asked them their real likings about

Amul Ice-cream products.

It is really a Herculean task to understand Consumer Behavior, as the

definition suggest, “Consumer behavior is a physical activity as well as

decision process individual engaged in when evaluating, acquiring, using

and disposing goods and services”.

In order to collect accurate information I visited to Schools, colleges & other

educational institutes, each and every question was filled personally by the

respondents and checked properly.

People were not willing to answer, when they were contacted between 1.00

pm to 5.00 pm, the time when most of the people take rest during the

scorching heat.

LIMITATIONS

Limited time available for interviewing the respondents. As a result of this it

was not possible to gather full information about the respondents.

When I interviewed children and teenagers, sometimes they use to

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give answers under the influence of their parents or elders.

As summer training is going under summer season so sometimes

People are less interested in filling up questionnaire.

Non-cooperative approach and rude behavior of the respondents.

If the respondents answer does not falls between amongst the options given

then it will turn up to be a biased answer.

Number of respondents (Sample Size) was not able enough to justify the

actual behavior of them for APO.

QUESTIONARRIES

1). which kind of Milk product do you eat mostly?

a). Ice Cream

b). Flavored milk

c). Chocolate

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2). Do you regularly eat ice-cream?

a) Yes b) No

3).In which forms do you enjoy it?

a).Cones b).Cups c). Bricks d).Sticks e).Specific -------

4) Have you ever purchased ice-cream of AMUL brand?

(a) Yes (b) No

5) Which brand do you like the most in Ice Creams?

(a) Amul (b)vadilal (c)kwality walls (d)cream bell (e) mother dairy

6) From where do you get your Ice-cream?

1. Ice cream parlors

2. General shops

3. Pushcarts

4. Find it difficult to get

7). If yes how do you rate these?

(1-Poor 2-Fair 3-Good 4- Excellent)

Amul Vadilal Kwality-walls

Cream bell

Mother diary

others

Taste

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QualityPriceSchemeAvailability

8) Which factor influences you most when you try ice-creams?

1) T.V ads 2) Newspaper ads 3) Friends 4) Hoardings 5) Others

10) What factors effects you in Amul’s advertisement?

Brand ambassador Jingles Comedy Music Emotions Others (Mention)

11) Can you recall AMUL’s Punch Line advertisement?

Yes No

12) Which Brand do you like most?

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AMUL ____________

SARAS ____________

GORUS ____________

LOTUS ____________

OTHERS ____________

13) Please comment on Amul brand Image in relation to its competitors Saras ?

14) What are the reasons AMUL is not the No1, in Jaipur what is your opinion?

15) What do you expect from us?

a) Quicker Service b) More Schemes c) Better Promotional Material

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My findingPart - A

During the survey it was found that still there are 97% people who are

unaware of Amul as an Ice-cream Brand.

As I found that the main product of Amul is Milk and company firstly wants to capture maximum market share in milk market which is approx. 66%, after it Amul is concentrating upon butter & cheese which has market share of approx. 88%, so it is not concentrating upon Ice creams.

When I interviewed people then many of the people could not recall Amul Ice-cream advertisement. It shows Lack of Advertisement or advertisement is not timely given or advertisement is not given on right time.

The pushcart segment is a very good profit making segment but AMUL have not started yet any pushcarts in Jaipur city.

SARAS and lotus is main competitor and strategically better performer than Amul.

I find the main thing is that “Amul” brand name has very good image in consumer’s mind and they consider it as Pure & Good Product.

Suggestions

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In order to increase the awareness in the city of Jaipur, the following recommendations regarding Amul Ice-cream, Pushcarts and parlors; particularly regarding advertisement, distribution, promotional policies, etc, are hereby suggested:

Amul should give local advertisements apart from the advertisements given at the national level. Local advertisement must mention the exclusive Amul shops of the city.

Try and change the perception of the people through word of mouth about Amul in advertisements, because they are the best source to reach Children and families.

Though Amul Ice-cream advertisements are rarely shown on television yet many people could recall it as per the data of research. It shows that there is only need to give advertisement only to rememorize customers. Because Amul is very strong brand name.

Company should launch in new attractive Packaging to change image of Amul Food Products in consumers mind.

Advertisement can be done with the help of animations that attracts children and teenagers because Ice creams are consumed largely in this segment.

As understood by the findings company must pay attention towards the interior of its parlors.

In order to promote it initial sales company can introduce sales promotion schemes like free weight, pranky, tattoo, free gifts etc.

SWOT ANALSIS OF AMUL-ICE CREAM

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Strengths

Biggest Sourcing base for milk and milk products in India.

Amul is India’s as well as Asia’s Biggest Food brand.

34% market share in national ice-cream market.

Presence of well established distribution and delivery networks for dairy products.

AMUL has presence in almost all towns because of its existence in milk products.

Consumer is more comfortable in buying Ice-cream in the value for money segments and amul is well present in this segment.

Amul has built up a formidable image in which a major segment of Indian population has kept its desirability.

WEAKNESSAmul Page 44

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Advertisement is of low profile as the survey shows less wall paintings and POP’s.

Poor recovery policy

There are no Amul Ice-cream Pushcarts in the local Market

The prices are a bit on Higher side

A major entry barrier Amul faces a Vadilal heavy presence in the retail marketing In Jaipur.

Amul is not focusing on Ice- cream much as they doing for Milk.

Supply of Amul ice cream is very erratic because of its market is very less as compared to Vadilal in jaipur.

OPPURTUNITIES

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Jaipur market is not restricted to monopoly Outlets ;there is significant number of retailers who are currently stocking different brands.

Amul has the opportunity to capture more evolved young adults and children who are open to new products provided to meet their Expectations.

There is ample scope in the low prices segment as also in other categories where Consumers are presently Dis-satisfied with Quantity being provided also the price changed.

More penetration through Pushcarts. As Amul is currently not running any Pushcart in local market, they have the best opportunity to capture the Pushcarts segment.

Improvement in the service of distributors.

THREATS

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AMUL might face threat from the local manufacturer in the low end of the Market.

Competitor’s product differentiation strategy has been very well received by the consumers.

More margins provided by the competitors

Better credit facility by the competitors.

More advertisements by competitors through wall paintings and POP’s stimulate the customers.

Efficient distribution network by competitors.

Conclusion

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As we know that Amul is a very big organization and market leader in dairy products. It has maximum market share in Milk, Butter and Cheese, which are its main/core products. As we know Amul is a co-operative organization but Ice cream industry is a profitable industry we can’t ignore it. With the help of research, company can find out great opportunities in Ice cream product and can increase its market share through launching its own Pushcarts. People have believed in Amul’s product and they will accept its Pushcarts and retail outlets also if effective actions will be taken.

The survey resulted into following conclusions:

Amul must come up with new promotional activities such that people

become aware about Amul Ice-Creams.

Quality is the dominating aspect which influences consumer to purchase

Amul product, but prompt availability of other Ice creams brands and

aggressive promotional activities by others influences the consumer

towards them and also leads to increase sales.

In comparison to Amul, the other players such as SARAS etc. provide a better

availability and give competition to the hilt.

People are mostly satisfied with the overall quality of Amul Ice creams, but

for the existence in the local market Amul must use aggressive selling

techniques.

Amul is the only ice cream brand which Uses real milk fat while other brand uses Vegetable fat.

Amul is the only brand which has pro- Biotic range of ice cream for health

Conscious people and it can be consumed Daily .

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Non availability of AMUL Ice cream restricts distributors to become partner of AMUL.

Advertising expenses is very low as compared to other branded ice cream.

BIBLIOGRAPHY

Philip Kotler, “marketing management”.Pearson education. 2009, New Delhi.

www.amul.com www.amuldairy.com www.google.com www.amul.coop

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