Ansuman RIMS - baixardoc

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CONTENT: Page No

1.PREFACE 3

2.ACKNOWLEDGEMENT 4

3.DECLARATION 5

4.INTRODUCTION CONTEXT OF THE TOPIC

NEED OF STUDY

6—7

5.INDUSTRY & COMPANY PROFILE INTRODUCTION & HISTORY GCMMF OVERVIEW VISION MISSION

DISTRIBUTION NETWORK DISTRIBUTION CHART

AREAS OF OPERATION GROWTH TREND OF AMUL PRODUCT CATEGORIES ACHIEVEMENT MASCOT

8—24

6.OBJECTIVE OF THE PROJECT 25-26

7.RESEARCH METHODOLOG RESEARCH INSTRUMENT METHOD OF SURVEY

PERSONAL INTERVIEW AREA OF OPERATION HOW THE SURVEY IS CONDUCTED

AT APPROACHSECONDARY LEVELTERRITORY LEVEL

OTHERS ANALYSIS & STATISTICAL TECHNIQUES USED

27—29

8.DATA PROCESSING & ANALYSIS PENETRATE AREA OF AMUL

AREA COVERED BY AMUL DEALER

RETAILER’S CATEGORY

SALES CONTRIBUTION BY DIFFERENT RETAIL

OUTLETS

TOTAL RETAILERS INFRASTRUCTURE IN CHUCHURA

AND HOOGHLY

NUMBER OF RETAILERS INFRASTRUCTURE KEEPING

AMUL PRODUCTS

30—51

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FREQUENCY OF SERVICES BY AMUL DEALER

AVERAGE MONTHLY SALES OF AMUL PRODUCT

AVERAGE MONTHLY SALES OF AMUL DIARY PRODUCT

WHETHER RETAILERS IS OPERATION ANY WINDOWS

HIRING SCHEME

DIVISION OF RETAIL SHOPS ACCORDING TO AMUL

PRODUCTS

MARKET PENETRATION OF AMUL COMPANY IN DIARY

WHITENER

MARKET PENETRATION OF AMUL COMPANY IN

CHEESE MARKET

MARKET PENETRATION OF AMUL COMPANY IN

CHOCOLATE MARKET

MARKET PENETRATION OF AMUL COMPANY IN GHEE

MARKET

MARKET PENETRATION OF AMUL COMPANY IN MILK

MARKET PENETRATION OF AMUL COMPANY IN

PANEER

MARKET PENETRATION OF AMUL COMPANY IN ICE

CREAM

MARKET PENETRATION OF AMUL COMPANY IN SOFT

DRINKS

9. EXECUTIVE SUMMARY TITLE ORGANISATION OBJECTIVE RESEARCH METHODOLOGY SAMPLE PLAN FINDINGS DATA ANALYSIS

52-54

10. OBSERVATIONS & FINDINGS 55

11. LIMITATIONS 56

1 2. CONCLUSI ON 57

13. SUGGESTIONS & RECOMMENDATION 58

14. ANNEXURE QUESTIONNAIRE

59-63

15. UTTERLY...BUTTERLY DELICIOUS .. DHANYAWAAD ...

64

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PROJECT REPORT ON

“Retail Census & Demand Estimation of CHUCHURA &

HOOGHLY”

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This study was conducted from 27th July 2010 to 15th September 2010

At

Gujarat Co-operative Milk Marketing Federation Limited

(GCMMF)

ROURKELA INSTITUTE OF MANAGEMENT STUDIES

A

Comprehensive project report

On

Retails census and Demand estimation

Submitted for the partial fulfillment of the requirement for the degree of

Master of Business Administration (M.B.A), Rourkela.

Submitted By

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Ansuman Ganguly

Regd. no - (0906260141)

Session-2009-2011

UNDER THE GUIDANCE

OF

Mr. SK Rasidul Hoque

BIJU PATNAIK UNIVERSITY OF TECHNOLOGY

PREFACE :

The MBA programmed is well structured and integrated course of business studies. The main objective of practical training at MBA level is to develop skill in student by supplement to the theoretical study of business management in general. Industrial training helps to gain real life knowledge about the industrial environment and business practices. The MBA programmed provides student with a fundamental knowledge of business and organizational functions and activities, as well as an exposure to strategic thinking of management.

In every professional course, training is an important factor. Professors give us theoretical knowledge of various subjects in the college but we are practically exposed of such subjects when we get the training in the organization. It is only the training through which I come to know that what an industry is and how it works. I can learn about various departmental operations being performed in the industry, which would, in return, help me in the future when I will enter the practical field.

Training is an integral part of MBA and each and every student has to undergo the training for 2 months in a company and then prepare a project report on the same after the completion of training.

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During this whole training I got a lot of experience and came to know about the management practices in real that how it differs from those of theoretical knowledge and the practically in the real life.

In today’s globalize world, theoretical knowledge is not sufficient. Beside this one need to have practical knowledge, which would help an individual in his/her carrier activities and it is true that “Experience Is Best Teacher”.

ACKNOWLEDGEMENT :

With immense pleasure, I would like to present this project report for Gujarat Co-operative Milk Marketing Federation Ltd. It has been an enriching experience for me to undergo my summer training at “GCMMF”, which would not have possible without the goodwill and support of the people around. As a student of “Rourkela Institute Of Management Study”. I would like to express my sincere thanks too all those who helped me during my training program. I would like to express my gratitude to all those who gave me the encouragement to complete this project.

I would like to give my heartily gratitude to the Mr. SK Rasidul Hoque

for having given me the opportunity to do my project work in the

organization and lighted my way of progress with his guidance.

. I would like to give my special thanks to my parents, their love, support and blessing enabled me to complete this Project work.

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However, I accept the sole responsibility for any possible error of omission and would be extremely grateful to the readers of this project report if they bring such mistakes to my notice.

Date: 15th September, 2010Place: KolkataDuration: 27th August to 15th September, 2010

DECLARATION :

I hereby declare that the following project report titled “Retail Census & Demand Estimation of Chuchura & Hooghly” at Gujarat Co-operative Milk Marketing Federation Ltd., Chuchura and Hooghly is an authentic work done by me. It is to the best of my knowledge and belief. This is to declare that all my work indulged in the completion of this Project Report such as research, competitor analysis and improvement measures is a profound and honest work of mine.

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Date: Signature

ANSUMAN GANGULY

INTRODUCTION OF THE TOPIC :

CONTEXT OF THE TOPIC:

The dairy & non-diary industries & companies run mainly on the

factors such as availability, service frequency, affordability, taste and

marketing. Availability plays a vital role because purchasing power is

depending upon availability of that product, in case distributors and

retailers service matter a lot. Retailing includes all the activity in selling

goods or service directly to the customers or personal non-business use.

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A retailer or retail store is any business enterprises whose sales volume

comes primarily from retailing.

Retailers are the part of product marketing channels and perform

the work of moving goods from producers to the customers. It

overcomes the time, place and possession gap that separates goods and

service from those who needs or wants them. Retailers as member of

marketing channel perform a number of key functions. Some functions

(physical distribution, title, promotion) constitute a forward flow of

activity from the company to the customers; other functions (ordering

and payment) constitute a backward flow from customers to the

company. Still others (information, negotiation, finance and risk taking)

in both directions.

The project delves into the workings from the distribution aspect of

an FMCG organization, in detail. AMUL, being an FMCG company,

attaches a lot of significance to the distribution aspect of its business.

The distribution channel of AMUL holds a lot of potential in affecting the

demand or sales of AMUL products through delivery on time, delivery of

variety of products, the retailer- friendliness of the policies being set by

the distributors and equitable distribution of products to all the retail

outlets in a particular region, to name a few.

So, In order to plan retail coverage we map out the positions of Amul

outlets and other outlets. This project was carried out in Chuchura and

Hooghly city. For analyzing and presenting information that is tied to

geographical location, we divided the city in different segments. By

analyzing geographical representation and sales data with spatial

distribution Amul outlets, other outlets and the density of other retailer

in that area, we identify unexplored area and plan location outlets to

increase its market penetration. Using such research we can ascertain

the quality and depth of retail penetration in specific area.

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