summer internship ppt

MARKET ANALYSIS AND SALES

DEVELOPMENT OF AMUL MASTI BUTTER MILK

PRSENTED BYVINEET KUMAR YADAVMMM- III Sem.SBS NO. - 944854

OBJECTIVES Primary Objectives

To find out the retail network of Amul masti butter milk ( 1 ltr. ).

To find the problem faced by retailer in selling & storage.

To find out the customer response toward Amul masti butter milk.

Secondary Objectives

To organize sales promotion activities to improve butter milk selling.

To generate consumer awareness about Amul Masti (1 ltr.).

SCOPE OF STUDY It gives information about the size of retail network.

It gives information about services provided by

distributer to their retailer.

It provides suggestion to the company to improve

their products sales.

It gives information about the sales promotion

activities to improve the sales of Amul masti Butter

milk.

RESEARCH TOOL

Questionnaire method :

It consist “open - ended question &

Multiple choice question”

Method of survey : Personal interview.

WHO WERE RESPONDENT HOTEL , BAKERY, GENERAL STORES, JUICE PARLOUR, SUPPER MARKET.

BASIS ON WHICH THEY SELECTED

DOES IT STOCK AMUL PRODUCT.

WHAT TYPE IT WAS.

WHAT OTHER BRAND AVAILABLE IN MARKET.

WHETHER IT SELL HEAT QUANCHER.

Retail outlet types visited for the purpose of research

0

5

10

15

20

25

30

35

40

45

50

3045

27 18

Series1

TYPES OF OUTLET

NO

. OF

OU

TL

ET

Number of retailers stocking Amul masti (butter milk). (including 200 ml)

52%48%

YESNO

Outlet share of various butter milk product

25%

32%20%

23%

Amul Sanchi Abis Other

Availability of facilities in Amul product to retailer

35%

65%

CREDIT

YES NO

26%

74%

DISCOUNT

YES NO73%

27%

GOOD DISTRIBUTION

YES NO

INFLUENCE OF FACILITIES IN STOCKING DESICION

CREDIT

DISCOUNT

DISTRIBUTION

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

54

44

61

46

56

39

YESNO

PERCENT OF RETAILER

FA

CIL

ITIE

S

RANKING OF OTHER FACTORS THAT INFLUENCE THE STOCKING

DECISION

PRAMOTION REPLACEMENT CONSUMER PREFERANCE

OFFERS PACKAGING0

5

10

15

20

25

30

35

40

45

50

FACTORS

NO

. OF

RE

TA

ILE

RS

12 3 4 5

Retailer’s satisfaction with Amul distributor

82%

18%yes no

Awareness among retailers about different sales promotion activities for Amul masti (butter milk).

PRICE O

FF

FREE SAM

PLE

CREDIT F

ACILIT

Y

ADVERTISM

ENT

0%

20%

40%

60%

80%

100%

8653 44

96

1447 56

4

NOT AWAREAWARE

ACTIVITIES

NO

. O

F R

ET

AIL

ER

S

Awareness among retailer about Amul Parlour & it’s benefits

59%

41%

Aware Not Aware

Interest of retailers in opening APO

17%

83%

Yes No

Customer expectation from Amul masti (butter milk)

18%

39%

43%

QUALITY

CLEAR PACKAGING DATE

AVAILABILITY

Rating from retailers for attribute of Amul MASTI (BUTTER MILK)

QUALITY BRAND IMAGE AVAILABILITY PACKAGING MARGIN0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

11

89

5

87

84

11

84

3

53

108

10

90

VERY BAD

BAD

AVERAGE

GOOD

VERY GOOD

ATTRIBUTES

PE

RC

EN

T O

F R

ET

AIL

ER

S

Sales DURING promotion

1 2 3 4 50

5

10

15

20

25

30

Madhuram SweetsPuspanjali Jalaram BakerySantustiMadhur BakeryJai daily needsRas sagarBhilai bakery

Weeks

Sale

s (l

tr.)

P

er

week

Observation & findings Because of low margin most of the retailer are not interested in Amul masti

(butter milk) selling.

Retailers are not happy with the availability , low margin & replacement of

leaked products.

Some retailers are not happy with distributor due to late delivery of products.

Most of the retailers are aware about the promotion activities of Amul.

Most of the retailers are not interested to open APO. Retailers were selling different brands. Because they were able to receive more

margin from non popularized brand that they could not from well known

brands.

limitationTime period of the project was 8 weeks, which may not be enough to

understand the whole market.

The sample size of the taken was small, therefore it can be said that the

chosen sample is not the representative of the whole population and this

hindered quantitative research.

The psychology and temperament of a respondent play a significant role.

The sample size of Retailers / Wholesalers was very small and therefore

response from them does not reflect the exact view because they may to

biased.

conclusion

Amul must come up with new promotional activities such that people

become aware about Amul masti (Butter milk).

Amul has a relatively good distribution network, but still company is not

able to fulfill the demand of outlet in the peak season when demand is very

high.

In comparison to Amul masti (butter milk) , the other players such as

Sanchi, Abis & other provide a better availability and give competition.

Try to minimize bank deposits for APO, which help to retailer think to start.

Most of the retailers are aware about the facilities given by Amul.

THANK YOU