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Demand Extrapolation & Analysis

EXECUTIVE SUMMARY
Project Title Socio-Economic profiling of the consumers/Retailers in East Delhi and demand Extrapolation of the Bread spread category of food products. Name of Organisation Amul India Ltd. !"##$% Project Coordinator Mr! "! "! #$adra Name of St%dent & Organisation Ra'i (os$i Ra$%l )otedar E!M!P!I #*Sc$ool Ne+ ,el$i * -. &he pro'ect report see(s to present all the rele)ant information a*out the research conducted+ the data collected+ the inferences dra,n etc.+ in a simple+ systematic and straight for,ard manner. Besides that+ the report pro)ides a concise account of the company !u'arat "o-operati)e #il( #ar(eting $ederation or !"##$. &he idea is not only to ac-uaint *ut also enlighten the readers a*out !"##$ as ,ell as their foray into the mar(eting and distri*ution of processed food *usiness under the *rand name Amul. Each chapter of the Report has its o,n rele)ance importance and the placement of each chapter has *een done in such a se-uence ,hich does not *rea( the continuity of su*'ect matter *eing discussed in
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one chapter to that *eing discussed in another chapter. A common thread of continuity *inds the ,hole report together. "hapter . see(s to introduce the reader to the federation !"##$+ it history+ present profile and future plans under sections .....+ ..../ and ....0.....1+....2+....3 respecti)ely. Section ../ and introduces the reader to the actual pro'ect *ac(ground etc.+ its o*'ecti)e need and significance+ its scope+ it also encompasses the ine)ita*le limitations of the pro'ect. "hapter / is de)oted entirely to Research methodology. &he chapter thus pro)ides information a*out the (ind of research conducted+ the sampling method and sampling plan+ Data "ollection method and instruments etc. "hapter t,o also thro,s light on the assumptions that ha)e *een ta(en for the execution and analysis of the research. &he next chapter i.e.+ chapter 0 comprises of findings and analysis under t,o separate section 0.. and 0./. &he findings ha)e *een done under Socio-Economic 4rofile. Similarly the analysis has also *een done under the same heads as findings. In addition to that the section 0.0 and 0./ ha)e *ee de)oted to S56& Analysis and A.&.S. analysis respecti)ely+ *oth of ,hich ha)e rele)ance to Amul Brand 4roducts. "hapter 1+ consists of one of the most crucial parts of the pro'ect i.e. "onclusions and Recommendations section 1.. deals ,ith conclusion ,hile as 1./+ 1./..+ 1././+ 1./.0 deal ,ith recommendations &he recommendations ha)e *een *ased on the analysis of the findings done in chapter three.

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&he last chapter i.e.+ Bi*liography+ thro,s light on the *oo(s that ,ere referred to+ during the execution of the research. In addition to the a*o)e chapters appendix has *een put at the end ,hich consists of the copies of the 7uestionnaires used in the pro'ect. Anal/sis Analy8ing the consumption pattern of the consumers ,ith their Socio+ economic profile and the sales turno)er of retailers ,ith respect to )arious *rands in the mar(et.

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0!0 COMPANY PRO)I1E


0!0!0 #ac2gro%nd Amul means 9priceless: in Sans(rit. &he *rand ;ame 9Amul<+ from the Sans(rit 9Amulya<+ ,as suggested *y a -uality control expert in Anand. =ariants+ all meaning 9priceless<+ are found in se)eral Indian languages. Amul products ha)e *een in use in million of homes since .>22. Amul Butter+ Amul #il( 4o,der+ Amul !hee+ Amulspray+ Amul "heese+ Amul "hocolates+ Amul Shri(hand+ Amul Ice cream+ ;utramul+ Amul #il( and Amulya ha)e made Amul a leading food *rand in India. &oday Amul is a sym*ol of many things. 6f high--uality products sold at reasona*le prices. 6f the genesis of a )ast co-operati)e net,or(. 6f the triumph of indigenous technology. 6f the mar(eting sa))y of farmers organi8ation. And of a pro)en model for dairy de)elopment. 0!0!3 PAST #egins +it$ a mil2 stri2e &he first Amul co-operati)e ,as the result of a meeting of farmers of Samar(ha ?aira district+ !u'arat% on @anuary 1+ .>13+ called *y

S$ri Morarji ,esar under ad)ice from Sardar Valla4$4$ai Patel to fight rapacious mil( contractors. ,ecision #il( producers unions in )illage+ federated into a district union+ should alone handle the sale of mil( from ?aira to the go)ernment - run Bom*ay

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#il( Scheme. &he go)ernment+ British then+ resisted to the mo)e. &he farmers called a mil( stri(e. After fifteen days the go)ernment capitulated. &his ,as the *eginning of ?aira District "o-operati)e #il( 4roducers: Anion Ltd.+ Anand registered on Decem*er .1+ .>13. Similar #il( Anions came up in other districts too. &hey formed the !u'arat "o-operation #il( #ar(eting $ederation Ltd.+ in .>B0. 0!0!- PRESENT 5%jarat Coo6erati'e Mil2 Mar2eting )ederation !"##$% is India:s largest food products mar(eting organi8ation. It is a state le)el apeCx *ody of mil( cooperati)es in !u'arat ,hich aims to pro)ide remunerati)e returns to the farmers and also ser)e the interest of consumers *y pro)iding -uality products ,hich are good )alue for money. Mem4ers * 037 ,istrict Coo6eration Mil2 Prod%cers8 Union ;o. of 4roducts: #em*ers ;o. of )illage Societies ..C> million >>./

&otal #il( handling capacity 3.D million litres per day #il( collection .>>3->B% Daily a)erage .>>3->B% #il( drying capacity ..03 Billion litres 0.B million litres 12D #&s/day

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Cattle feed Man%fact%ring Ca6acit/ .12D #ts/day B plants% Sales T%rno'er .>>1->2 .>>2->3 .>>3->B Rs! 9million: ...1D .0B>D .221D US; 9in million: 022 1DD 12D

0!0!< PRO,UCT RAN5E Mil2 Po+ders Amulspray Infant #il( $ood Amul $ull "ream #il( 4o,er Sagar S(immed #il( 4o,er Amulya Dairy 5hitener #%tter Amul Butter #read S6read Amul Lite C$eese Amul Processed Cheese Amul "heese Spread Soft "heese% 5$ee Amul 4ure !hee Sager 4ure !hee Cocoa Prod%cts
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Amul "hocolate ;atramul #alted #il(food Et$nic S+eets Amul Shri(hand Mil2 Amul !old+ $ull "ream #il( Amul Sha(ti+ Standardi8ed #il( Amul &aa8a+ &oned #il( Ice Cream Amul Ice "ream Coo2ing Oil Dhara &his year the #em*er Anions increased their mil( procurement *y 1 percent+ achie)ing an a)erage of 0>.32 lac (ilograms per day as a compared to 0C..> lac (ilograms per day in .>>3->B. Despite a higher a)aila*ility of mil( this year+ the #em*er Anions paid a higher procurement price than last year. 4ea( procurement during .>>B>C+ touched a high of 1>.C2 lac (ilograms per grams. 0!0!= SA1ES During the year+ the $ederations sales increased *y /. percent from Rs..+220.3> crore to Rs..+CC0.2C crore+ including consignment sales of Rs.03>.C1 crore. Dairy product turno)er registered a ro*ust gro,th of .>

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percent. In addition the $ederation co-ordinated Rs. /0./C crore in product sales to the defense ser)ice. &his year Amul Butter registered record sales+ ,ith rupee turno)er gro,ing *y .C percent. &he sales of Amul and Sager !hee ha)e registered e)en more impressi)e gro,th ,ith an increases of 1B percent Sales of Amul #il( in !u'arat and #aharashtra has increased *y .. percent and .3 percent respecti)ely. Amul "heese sales )alue has increased *y a spectacular 3D percent o)er the pre)ious year. Despite a decline in the mil( po,der

mar(et due to ade-uate a)aila*ility of li-uid mil( in most parts of the country+ they ha)e managed to maintain sales )olumes for this product a testimony to its -uality. 0!0!> )UTURE It is important that Amul commits itself to excellence in all that it does. &his includes ensuring that the mil( and mil( products sold in India increasingly meet the highest standards of hygiene+ sanitation and -uality. As in any other country of the ,orld+ regulation is one ,ay to mo)e in this direction and it ,as to regulate the country:s mil( industry+ that the !o)ernment of India issued the #il( and #il( 4roducts 6rder # E #46% in .>>/. &his see(s to regulate the production+ supply and distri*ution of mil( and mil( products in order to maintain and increase the supply of good -uality li-uid mil( to the general pu*lic. In the first place+ the national policies must *e carefully considered and crafted to protect the long-term interests of the farmers ,ith a )ie, to pro)iding the incenti)es+ the support+ the legal frame,or( and the infrastructure that ,ill allo, the Indian farmer a share in the national prosperity that ,ill allo, the Indian farmer a share in the national prosperity

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that he helps to create. &he ,orst ,ay to proceed is to )alue our farmers produce at roc( *ottom prices. &his in)aria*le happens ,hen the import floodgates are opened to su*sidised exports from other nations. 5hate)er their rhetoric a*out free trade and mar(et economies+ the ad)anced economies all protect their agriculture. &he need for our !o)ernment to remain alert to this challenge has ne)er *een more pronounced. &o compete internationally - that not only means selling our products a*road+ *ut also protecting o,n mar(ets then there goal must *e to produce the finest -uality products ,ith internationally-competiti)e processes. Li*eralisation is seen *y most as !o)ernment ,ithdra,ing from areas such as regulation+ *ut continuing to pro)ide the *enefits to the industrialists ,ho ha)e *ecome accustomed to and ,hich ne, comers from a*road see( to exploit. &hirty years ago+ total mil( production ho)ered at /D million tonsF today it has surpassed BD million tons per annum+ ma(ing India the second largest producer of mil( in the ,orld. &his increase of 2D million crores is *eing pumped into our rural economy e)ery year+ ma(ing the difference in the li)es of our poorest farmers. it is these farmers ,ho o,n co-operati)es and indeed the $ederation not shareholders of multinationals ,ho li)es in cities distant from our o,n shoresG 6perating as a *usiness the dairy cooperati)es compete in the mar(et ,ith large *usiness houses and multinationals - and compete ,ith successG It is a giant in the Indian $ood industry+ d,arfing multinationals and *ig *usiness houses ali(e.

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0!3 INTRO,UCTION A#OUT T?E PRO(ECT


Title Socio-Economic profiling of the consumer/Retailer in East Delhi and Demand Extra 4roduction of the *read spread category of food products. 0!3!0 #AC"5ROUN, O) T?E PRO(ECT &ill recent past+ Amul has *een the Andisputed mar(et leader in the *read spread category+ Dominating the #ar(et as the leader in *utter and related *read spread category of products. 5ith the recent introduction of Britannia in the same mar(et and the heating up of the competition in the mar(et the mar(et dynamics are changing. #oreo)er Amul *eing a &7# "ompany the urge to impro)e the -uality standard is increasing+ ma(ing it to mo)e to,ards (IT @ust in &ime% approach and reach the 8ero in)entory le)els *y taming its distri*ution methods. So+ these changes in the dynamics of the mar(et and the &7# factor ma(e the pro'ect of much significance. Before mo)ing on to explain the )arious aspects undergone in this pro'ect lets find out ,hat research actually means. Research in common parlance refers to search for (no,ledge. 5ithout (no,ledge no 'o* can *e gi)en perfection. It is the (no,ledge+ ,hich sho,s us the path and helps us to lead on it. In fact+ research is an art of scientific in)estigation. Some people e)en consider research as a mo)ement+ a mo)ement from the (no,n to un(no,n. It is actually a )oyage of disco)ery. &he in-uisiti)eness is the mother of all (no,ledge. &he

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method+ ,hich man employs for o*taining the (no,ledge of ,hate)er the un(no,n can *e termed as research. Research is an academic acti)ity and as such the term should *e used in a technical sense. According to "lifford 5oody research comprises defining and redefining pro*lem+ formulating hypothesis or suggesting solutions+ collecting organi8ing and e)aluating dataF ma(ing deductions and reaching conclusionsF and at last carefully testing the conclusions to determine ,hether they fit the formulating hypothesis. As such the term Hresearch: refers to the systematic method consisting of emaciating the pro*lem+ formulating a hypothesis+ collecting the facts or data+ analy8ing the facts and reaching certain conclusions either in the form of solutions in certain generali8ation for some theoretical formulation. Research is *asically of many types including descripti)e+ analytical+ 'udgemental+ applied+ fundamental+ -uantitati)e+ -ualitati)e+ exploratory and historical. #y research ,as *asically a *lend of *oth descripti)e and -uantitati)e research. Descripti)e research includes sur)eys and fact finding In-uirer of different (inds. &he ma'or purpose of descripti)e research is description of the state of affairs as it exists at present. 5hereas -uantitati)e research is *ased on the measurement of -uantity or amount. It is applica*le to phenomenon that can *e explained in terms of -uantity. 0!3!3 ,ISTRI#UTION 9&he process of deli)ering the product to the customer is termed as distri*ution<.

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Druc(er referred to distri*ution as the HDar( "ontinent: meaning that it ,as little understood and there ,as much potential for de)elopment. Designing a good distri*ution system for their product is )ery difficult tas(. &he company has to ma(e a careful analysis and then select it:s channel design. &he company should also study the competitors channel patterns *efore choosing its o,n channel+ ,hile it is not necessary that company should follo, the competitor:s patterns. &he present status of the products product life cycle is also a rele)ant "onsideration in the selection of the channel patterns. 0!3!- SCOPE O) T?E PRO(ECT 9Distri*ution management is an important part of mar(eting management<. 4ert Druc(er rightly compared distri*ution to the 9dar( continent< of Africa of napoleon:s days. Ie said ,e (ne, a*out distri*ution today 'ust as ,hat napoleon:s contemporaries (ne, a*out the interior for Africa<. 5e (no, it is there and ,e (no, it is *ig and that:s all. &he follo,ing aspects to co)er in the pro'ect J .. Details of the outlets. /. 4roduct range a)aila*le at the outlets. 0. 4ro*lem existing at the outlets. 1. Relationship *et,een the distri*ution and retailers 2. Reasons of not (eeping Amul 4roducts.

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&he formida*le pro*lem that follo,s the tas( of defining the research pro*lem is the preparation the design of the research pro'ect popularly (no,n as the 9research design<. Decision ,hich are to *e made regarding ,hat+ ,here+ ,hen+ ho, much+ *y ,hat means concerning an in-uiry or a research study constitute a research design. 9A research design is the arrangement of conditions for collection and analysis of data in a manner that aims to com*ine rele)ance to the research purpose ,ith economy in procedure<. As such the design should include the outline of the pro'ect and ,hat the researcher ,ill do from ,riting the hypothesis and its operationalF implication to the final analysis of data. more explicate+ the design decisions happen to *e in respect ofJ 5hat is the study a*outK 5hy is the study *eing madeK 5here ,ill the study *e carried outK 5hat type of data is re-uiredK 5here can the re-uired data *e foundK 5hat periods of time ,ill the study includeK 5hat ,ill *e the sample designK 5hat techni-ues of data collection ,ill *e usedK Io, ,ill the data *e analy8edK

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In ,hat style ,ill the report *e preparedK

As far as Amul is concerned a Research *ased on sur)ey ,as conducted for the research o*'ecti)e a good research design has to *e defined. &he study ,as *asically to find the consumption pattern of household and the sales turno)er of the retailers. the study ,as carried out in Delhi the area assigned ,as East Delhi and the places ,ere #ayur =ihar - I+ II E III. &he date collected is all primary in nature as it ,as first hand information collected from respondents. &hese primary data collected later ser)ed the purpose of calculating and analy8ing the consumption pattern of the consumers ,ith their socio-economic profile and the sales turno)er of retailers ,ith respect to )arious *rands in the mar(et the sampling procedure. E)ery unit has a chance to come into the population. &he sur)ey period ,as of one month. Based on the -uestionnaire the data ,as accumulated from ,hich the mar(et share of Amul products could *e calculated. SCOPE &o study the consumption pattern and socio-economic profile of the consumers. &o study the sales pattern of the retailer. &o ma(e suggestion and recommendation. &he sample num*er of household and retailers underta(en though large ,ere not enough to gi)e an accurate picture. &herefore results arri)ed are an approximation to that effect.

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An attempt ,as made to o)ercome these limitations and shortcoming to a great extend ,as met ,ith successful results. 0!3!< O#(ECTIVES O) T?E PRO(ECT &o determine the users and non-users of the *rand. &o determine the consumption pattern of the consumers &o determine the socio-economic profile of the consumers / retailers. &o determine the *rand a)aila*ility ,ith the retailers. &o determine the sale of )arious *rands in the mar(et. $ind out the total demand on the part of consumers in *read spread category. $ind out the total supply on the part of retailers. Study of competition in the mar(et. Extrapolation of demand and supply.

0!3!= NEE, O) T?E PRO(ECT To Identif/ &he mar(et share of the )arious *rands a)aila*le in the mar(et. &he consumption pattern of the consumers. &o analy8e the socio-economic profile of the consumers ,ith the consumption pattern of the )arious *rands. &o identify the sales pattern of )arious *rands in the mar(et.

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Demand / supply extrapolation.

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0!3!> 1IMITATIONS O) T?E PRO(ECT Limited time Inade-uate representation to the segment of cheese slices. Assumption that the information pro)ided *y the households / Retailers to *e correct. Depending upon secondary data for ma(ing pro'ections and

extrapolating the demand/Supply. $inancial Limitations. Limitations of the distri*ution audit exercise ,ere J

.. "ontacting and see(ing appointment ,as )ery difficult as dealers found it incon)enient to spare time for research inter)ie,s. &he dealers ,ere not ready to gi)e direct information regarding their sales per ,ee(+ &hey (eep it as a secret. Information gathering ,as difficult and limited to a great extent. /. Sometimes dealers do not re)eal the genuine data ,hich leads to the distortion of information collected. 0. It ,as a time consuming exercise *ecause ser)ants can not pro)ide too much of detailed information.

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3!0 RESEARC? ,ESI5N


Des( Research Drafting of -uestionnaire Sampling Sur)ey Data Analysis 7uantitati)e% Report 5riting.

&he research design is the conceptual structure ,ithin ,hich research is conductedF It constitutes the *lueprint for the collection+ measurement and analysis of data J Date Source Research Approach Research Instrument Sampling Anit Sampling Si8e Sampling 4rocedure "ontact #ethod ** ** ** ** ** ** ** 4rimary 6*ser)ation+ Sur)ey. 7uestionnaire Respondent 2D1 @udgment Sampling 4ersonal

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3!3 ,ATA CO11ECTION SOURCES


&he data collection process has *een completed *y gathering data from primary sources only. &he distri*ution audit process is more complex than a normal research program. &he data collected is )ery direct+ lost of respondents do not come up ,ith the right information. &he data collection ,as carried out *y directly inter)ie,ing the dealers respondents at home. &he approach for the collection ,ere J .. Sur)ey. /. 6*ser)ation.

.. Sur)ey ,as carried out in the mar(ets to collect first hand information. A -uestionnaire ,as prepared and used as an interment to gather information:s ,hile inter)ie,ing the dealers. /. 5hile inter)ie,ing the respondent ,as o*ser)ed and additional information ,as noted do,n ,hich did not form -uestionnaire directly. part of the

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3!- ,ATA CO11ECTION MET?O,


Sur)ey is an important part of research process unless and until a sur)ey is conducted one cannot the hold of primary data. #y sur)ey included the Delhi region conferring East Delhi #ayur =ihar 4hase - I+ II+ and III. $irst sample si8e ,as selected and the sample range ,as /DD household and retailers. &he sampling ,as 'udgemental sampling.

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3!< ,ATA CO11ECTION INSTRUMENTS


Researc$ Instr%ments Research Instrument ,as -uestionnaire. &,o -uestionnaire ,ere used to collect primary data according to gi)en o*'ecti)es. Personal Inter'ie+ 7uestions ,ere as(ed ,ith the help of a -uestionnaire and additional information collected *y the o*ser)ation to the respondent. Inter)ie,s conducted ,ere arranged. Dealers ,ere selected *y simple random method.

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3!= SAMP1IN5 P1AN


Sam6le &he sample ,hich ,as selected to collect the primary data ,as

East Delhi. &he areas co)ered ,ere follo,ing. #ayur =ihar - I #ayur =ihar - II #ayur =ihar - III &o collect the primary data for all different segments.

Sam6le Unit

Sample unit ,as selected as follo,ing J Segment Iouseholds Retailers Sam6le Si@e Sam6le Unit "onsumers ,ho ,ere product users. Retailer ,ho stoc(ed and sold the products. &o collect the primary data for all the segments follo,ing

sample ,as allotted. Iouseholds Retailers &otal Samples 1D1 .DD 2D1

Sam6le Proced%re used.

&o co)er the sample si8e 'udgment sampling ,as

Significance of Sam6le &he sample si8e ,as Iouseholds Retailers 1D1 .DD

$rom experience it ,as (no,n that the consumption of *read spread category of products increases ,ith the increase in income+ so the sample distri*ution is such ,hich ta(es care of the fact.

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Sam6le Si@e co'ered &otal Sample si8e is 2D1 "ategory "ategory "ategory "ategory A B " D .D1 .1C .0D //

0>. 0<. 03. 0.. A. >. <. 3. . A # CATE5ORY C

?o%se$olds

Sam6les Co'ered Iouseholds Retailers Area Co'ered #ayur =ihar - I #ayur =ihar - II #ayur =ihar - III 1D1 .DD

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3!> ASSUMPTION O) T?E PRO(ECT


$or the sa(e of simplicity+ con)enience and efficacy of the pro'ect+ certain assumptions ,ell made for the execution and analysis of the pro'ect. At the same time all efforts ,ere made that such assumption do not affect the accuracy or precision of the report. 6n the other hand such assumptions should *e instrumental in enhancing the usefulness of the report. &hese assumptions are as follo,s. Sam6le si@e &he pro'ect guide and researches unanimously agreed one the assumption that the sample si8e of 1DD households and .DD retailers ,ill *e large enough to *e representati)e of the entire population. Income Categories $or the purpose of demographic segmentation+ four

income categories ha)e *een decided upon. &hese are a% upto 2DDD *% 2DDD-.D+DDD c% .D+DDD L .B2DD d% M.B+2DD &hese categories ha)e *een decided purely on 'udgement under the assumption that the consumption pattern can differ in each category and ,ould normally increase ,ith increase in income.

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-!0 )IN,IN5S
&he findings of sur)ey can *e *roadly classified under the follo,ing three heads. .. Socio-economic finding ,hich thro, light on the demography of the organisation. $indings related to the consumption pattern /. $indings related to the consumption pattern 0. $indings through retailers. -!0!0 SOCIO ECONOMIC )IN,IN5S &he exhi*it thro,s light on the marital status of the respondentsJMarital Stat%s #arried Single No! of Res6ondents /C> ..2 Percentage B..20N /C.1BN

&he exhi*it gi)en an insight into the distri*ution of the households into )arious family si8es. )amil/ Si@es a% .-/ #em*ers *% 0-2 #em*ers c% 3-> #em*ers d% .D and a*o)e No! of ?o%se$olds 0/ 0.2 23 . Percentage B.>N BB.>N .0.CN D./N

Sum total of all the mem*ers in the 1D1 households sur)eyed e-uals to .C33.

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&he next exhi*it gi)es the distri*ution of households *ased on the parameter of o,nership of their houses. ?o%se T/6e a% 6,n *% Rented c% $amily No!of Res6onses .30 /D> /1 Percentage 1D.01N 2..B0N 2.>1N

Exhi*it thro,s light on the occupation of the principal *read earner of the households Occ%6ation Business Ser)ice 4rofessional No!of Res6onses BB /31 30 Percentage .>.D2 32.01 .2.2>

Professional 0=!=BC

#%siness 0B!.=C

Ser'ice >=!-=C

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&he follo,ing exhi*it thro,s light on the fa)ourite &= channels+ ne,spapers and maga8ines in different income categories. Income 5ro%6 A )a'o%rite C$annels Star 4lus B.N% Oee &= 2CN% "hannel =/#&= and Sony 0DN% Ne+s6a6ers I& 3BN% &6I 2>N% E& CN% Maga@ines India &oday /.N% $emina //N% B.&oday BN% Regional CN% 6ut loo( .3N% 5omen Era >N% B Oee &= 23N% Star 4lus 1CN% D.D .3N% &6I 1CN% I& 03N% Indian Express CN% $rontline .0N% 6ut loo( /CN% B.5orld ./N% $emina and India &oday ./N% 5omen Era 3.3N% " Oee &= 1CN% Star 4lus 0/N% D.D /.N% &6I 3DN% I& 31N% Iindu .1N% @argon 3N% D Oee &= 10N% Star 4lus />N% D.D /1N% ;MB.&. 2N% &6I />N% I& />N% ;.B.&. .1N% Regional 2N% 6ut loo( 03N% India &oday 01N% 5ee( /DN% !rehsho*ha 2N% !rahsho*ha /DN% 5ee( .1N% India &oday CN%

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Demand Extrapolation & Analysis

Income 5ro%6 Ap to 2+DDD 2+DDD to .D+DDD .D+DDD to .B+DDD A*o)e .B+DDD "ar o,ner &,o ,heeler o,ner "a*le &= Ne+s 6a6er &ime of India Indian Express Iindustan &imes Iindu Economic &ime $inancial Express Business Standard Rashtriya Sahara ;a) Bharat &imes Maga@ines Business &oday Business India India today 6utloo( $emina 5omens Era

Record // .0D .1C .D1 /.3 Record />C Record 0CD Record Record .D1 .2 .0D 0D 02 2 .D /D .2 Record .2 /2 30 ../ 23 /C

For Amul India Ltd (GCMMF) #

Page

28

Demand Extrapolation & Analysis

&he next exhi*it in a*out the num*er of earning mem*ers in the sample No! of earning mem4ers . / 0 1 and a*o)e No! of res6onses .BC .31 1D // Percentage 11./N 1D.2N >.>N 2.1N

&he exhi*it gi)es data a*ut the education le)el of the *read earners of the households. Ed%cation Belo, Iigh School Iigh School Intermediate !raduate 4ost !raduate 4rofessional No! of res6onses /C 1D /3 .C> C3 02 Percentage 3.>0 >.>D 3.10 13.BC /../C C.33

Professional A!>>C Post 5rad%ate 30!3AC

#elo+ ?ig$ Sc$ool >!B-C

?ig$ Sc$ool B!B.C Intermediate >!<-C

5rad%ate <>!DBC

For Amul India Ltd (GCMMF) #

Page

29

Demand Extrapolation & Analysis

&he follo,ing exhi*it sho,s the distri*ution of the households *ased on their income No! of earning mem4ers A B " D No! of res6onses .D1 .1C .0D // Percentage /2.B2 03.3N 0/N 2.1N

E$o ma2es t$e 6%rc$ase Self Spouse "hildren Ser)ant Any one )reF%enc/ of P%rc$ase 5ee(ly $ortnightly #onthly As per need Mem4er .-/ 0-2 3-> .D and a*o)e A)g family si8e

Records 21 0C >3 30 .1C Records B2 30 CD .21 Records 0/ 0.2 23 . 1.3 mem*ers family.

,o T$e/ 6ro'ide /o% P!O!P materials #rands Amul Britannia =er(a


For Amul India Ltd (GCMMF) #

Yes 9C: ./ >. B

No 9C: CC > >0


Page 30

Demand Extrapolation & Analysis

=i'aya 6thers

.B >.2

C0 >D.2

03. 0.. A. >. <. 3. . Am%l #ritannia Ver2a

Yes 9C:

No 9C:

Res6onses

Vija/a

Ot$ers

For Amul India Ltd (GCMMF) #

Page

31

Demand Extrapolation & Analysis

-!3 ANA1YSIS
-!3 9a: #UTTER Consumer Survey Analysis 4opulation In #ayur =ihar 4hase - I+II+III. >1+31D Sample si8e Iouse holds - 1D1 Categor/ * A
Iouse hold Income 17500

Sample Asers ;on Asers Mar2et S$are 9In C: Amul Britannia 6thers >..3N 0..2N 2./2N

N%m4er .DB CB .B

Percentage S$are C0.3 .3.1

#ritannia -!0=C

Ot$ers =!3=C

Am%l B0!>.C

For Amul India Ltd (GCMMF) #

Page

32

Demand Extrapolation & Analysis

Categor/ * #
Iouse hold Income .D+DDD 17,500 (table15 a,b)

N%m4er Sample Asers ;on Asers .1C .03 ./

S$are >/N CN

Mar2et S$are 9In C: Amul Britannia 6thers >0.33N /..N 1.//N

#ritannia 3!0.C

Ot$ers <!33C

Am%l B-!>AC

For Amul India Ltd (GCMMF) #

Page

33

Demand Extrapolation & Analysis

Categor/ * C
Iouse hold Income 2DDD 10,000 (table16 a,b)

N%m4er Sample Asers ;on Asers .0D .D1 /3

S$are CDN /DN

Mar2et S$are 9In C: Amul Britannia 6thers >DN 1N 3N

#ritannia <!..C

Ot$ers >!..C

Am%l B.!..C

Categor/ * ,
Iouse hold Income 5000 (table17 a,b)

For Amul India Ltd (GCMMF) #

Page

34

Demand Extrapolation & Analysis

N%m4er Sample Asers ;on Asers // .3 3

S$are B/.B/N /B./CN

Mar2et S$are 9In C: Amul .DDN

#UTTER "omplete Analysis%


Categor/ Po6%lation )amilies User Po6%lation User )amilies Cons%m6tion )amil/ Mont$92g: Cons%m6tion In 92g:

A B " D Total

/1+03/ 01+3BD 0D+120 2.21 B<7>-B

2+/>3 B+20B 3+3/D ../D 3.7=D-

/D+03B 0.+C>3 /1+03/ 0B1C A.7-D-

1+1/C 3+>01 2+/>3 C.2 07D<D-

../. ...3 D.>D> D.2DD

202B CD10 1+C.1 1DB 0A7>30

For Amul India Ltd (GCMMF) #

Page

35

Demand Extrapolation & Analysis

T$e follo+ing 5ra6$s ,e6icts t$e User 6o6%lation among t$e Total Po6%lation of Ma/%r Vi$ar7 +$o %se 4%tter!

<.7... -=7... -.7... Po6%lation 3=7... 3.7... 0=7... 0.7... =7... . A # Categor/ C

Po6%lation User Po6%lation

T$e follo+ing 5ra6$s ,e6icts t$e Cons%m6tion of #%tter +it$in t$e ,ifferent Categories!

0.... B... A... D... >... =... <... -... 3... 0... .

Cons%m6tion In 92g:

"gs!

# Categor/

For Amul India Ltd (GCMMF) #

Page

36

Demand Extrapolation & Analysis

-!3 4: C?EESE S1ICES CATE5ORY A Ta4le 0B N%m4er Sample Asers ;on Asers .D1 0C 33 03.20 30.1B S$are 9C:

Mar2et S$are 9in C: Amul Britannia 32.BCN 01.//N

#ritannia -<!33C

Am%l >=!DAC

For Amul India Ltd (GCMMF) #

Page

37

Demand Extrapolation & Analysis

CATE5ORY # N%m4er Sample Asers ;on Asers .1C 03 33 /1.0/ 30.1B S$are 9C:

Mar2et S$are 9in C: Am%l #ritannia 33.33 00.01

#ritannia --!-<C

Am%l >>!>>C

CATE5ORY C

N%m4ers Sample Asers


For Amul India Ltd (GCMMF) #

S$are /2.0CN
Page 38

.0D 00

Demand Extrapolation & Analysis

;on- Asers

>B

B1.3/N

Mar2et S$are 9in C: Amul Britannia 33.3N 00.1N

#ritannia --!<.C

Am%l >>!>.C

CATE5ORY , N%m4ers Sample Asers ;on- Asers // . /. S$are 1.21N >2.12N

Mar2et S$are 9in C: Amul .DDN

For Amul India Ltd (GCMMF) #

Page

39

Demand Extrapolation & Analysis

C?EESE S1ICES 9Com6lete Anal/sis:


Categor/ Po6%lation )amilies User Po6%lation Users )amilies Cons%m6tionG )amil/Gmont$ 92g: Cons%m6tion in "g!

A B " D Total

/1+03/ 01+03/ 0D+120 2.21 B<7>-B

2+/>3 B+20B 3+3/D ../D 3.7=D-

CC>> C10/ BB/> /01 3=73B<

.>02 .C00 .3CD 2. =7<BB

D.CDD D.21D D.0DD D./DD *

.21C. >>D 2D1 .D -.=3

For Amul India Ltd (GCMMF) #

Page

40

Demand Extrapolation & Analysis

T$e follo+ing 5ra6$s ,e6icts t$e User 6o6%lation among t$e Total Po6%lation of Ma/%r Vi$ar7 +$o %se C$eese Slices!

<.7... -=7... -.7... Po6%lation 3=7... 3.7... 0=7... 0.7... =7... . A # Categor/ C

Po6%lation User Po6%lation

T$e follo+ing 5ra6$s ,e6icts t$e Cons%m6tion of C$eese Slices +it$in t$e ,ifferent Categories!

3... 0A.. 0>.. 0<.. 03.. 0... A.. >.. <.. 3.. .

Cons%m6tion in "g!

"gs!

# Categor/

For Amul India Ltd (GCMMF) #

Page

41

Demand Extrapolation & Analysis

-!3 9C: C?EESE SPREA, CATE5ORY A N%m4ers Sample Asers ;on- Asers .D1 2/ 2/ S$are 2DN 2DN

Mar2et S$are 9in C: Amul Britannia CD.C2N .>..2N

#ritannia 0B!0=C

Am%l A.!A=C

CATE5ORY # N%m4ers S$are

For Amul India Ltd (GCMMF) #

Page

42

Demand Extrapolation & Analysis

Sample Asers ;on- users

.1C 2D >C

00.BCN 33.//N

Mar2et S$are 9in C: Amul Britannia C1N .3N

#ritannia 0>!..C

Am%l A<!..C

For Amul India Ltd (GCMMF) #

Page

43

Demand Extrapolation & Analysis

CATE5ORY C N%m4ers Sample Asers ;on- users .0D 0> >. S$are 0DN BDN

Mar2et S$are 9in C: Amul Britannia B1N /3N

#ritannia 3>!..C

Am%l D<!..C

For Amul India Ltd (GCMMF) #

Page

44

Demand Extrapolation & Analysis

Categor/ , N%m4ers Sample Asers ;on- users // 1 .C S$are .C..CN C..C/N

Mar2et S$are 9In C: Amul Britannia .DDN DN

C?EESE SPREA, (complete analysis)


Categor/ Po6%lation )amilies User Po6%lation Users )amilies Cons%m6tionG )amil/Gmont$ 92g: Cons%m6tion 9"g!:

A B " D &otal

/1+03/ 01+3BD 0D+120 2.21 >1+30>

2+/>3 B+20B 3+3/D ../D /D+2B0

./+.C. ..+B./ >+.03 >3> 00+>>C

/+31C /+213 .+>C3 /.. B0>.

D.B/ D.11 D.0D D./2 -

.+>DB ../D 2>3 20 0+3B3 ?g

For Amul India Ltd (GCMMF) #

Page

45

Demand Extrapolation & Analysis

T$e follo+ing 5ra6$s ,e6icts t$e User 6o6%lation among t$e Total Po6%lation of Ma/%r Vi$ar7 +$o %se C$eese S6read!

<.7... -=7... -.7... Po6%lation 3=7... 3.7... 0=7... 0.7... =7... . A # Categor/ C

Po6%lation User Po6%lation

T$e follo+ing 5ra6$s ,e6icts t$e Cons%m6tion of C$eese S6read +it$in t$e ,ifferent Categories!

37... 07A.. 07>.. 07<.. 073.. 07... A.. >.. <.. 3.. .

Cons%m6tion 9"g!:

"gs!

# Categor/

For Amul India Ltd (GCMMF) #

Page

46

Demand Extrapolation & Analysis

-!3 9d: AMU1 1ITE Categor/ A N%m4ers Sample Asers ;on- Asers .D1 .2 C> S$are .1.1/N C2.2CN

Mar2et S$are 9in C: Amul-Lite #arigold >0N BN

Marigold D!..C

Am%l*1ite B-!..C

Categor/ # N%m4ers Sample


For Amul India Ltd (GCMMF) #

S$are Page 47

.1C

Demand Extrapolation & Analysis

Asers ;on- Asers

./ .03

C..DN >..C>N

Mar2et S$are 9InC: Amul-Lite #arigold >2N 2N

Marigold =!..C

Am%l*1ite B=!..C

For Amul India Ltd (GCMMF) #

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48

Demand Extrapolation & Analysis

CATE5ORY C N%m4ers Sample Asers ;on- Asers .0D > ./. S$are 3.>/N >0.DBN

Mar2et S$are 9in C: Amul-Lite #arigold .DDN DN

CATE5ORY , N%m4ers Sample Asers ;on- Asers Mar2et S$are 9In C: Amul-Lite #arigold .DDN DN // . /. S$are 1.21N >2.13N

For Amul India Ltd (GCMMF) #

Page

49

Demand Extrapolation & Analysis

AMU1 1ITE "omplete Analysis%


Categor/ Po6%lation )amilies User 6o6%lation Users )amilies Cons%m6tionG )amil/Gmont$ 92g: Cons%m6tion 9 "g!:

A B " D Total

/1+03/ 01+3BD 0D+120 2+.21 B<7>-B

2+/>3 B+20B 3+3/D .+./D 3.7=D-

02.0 /+CDC /+.DB /01 A7>>3

B31 3.D 12C 2. 0AA-

./D ./D ./D ./D *

.20 .// >D .D -DD

T$e follo+ing 5ra6$s ,e6icts t$e User 6o6%lation among t$e Total Po6%lation of Ma/%r Vi$ar7 +$o %se Am%l*lite!

<.7... -=7... -.7... Po6%lation 3=7... 3.7... 0=7... 0.7... =7... . A # Categor/ C

Po6%lation User 6o6%lation

For Amul India Ltd (GCMMF) #

Page

50

Demand Extrapolation & Analysis

T$e follo+ing 5ra6$s ,e6icts t$e Cons%m6tion of Am%l*lite +it$in t$e ,ifferent Categories!

3=. 3.. 0=. 0.. =. .

Cons%m6tion 9 "g!:

"gs!

# Categor/

-!3!0 RETAI1 ANA1YSIS ;o. of Retailer in #ayur =ihar 4hase I+ II+ III. .C>. Sample Si8e L .DD Retailers co)ered L B1. -!3!0 9a: #UTTER CATE5ORY A Sale M.2 (g / month Sample &hough 4ut A'g saleGRetailer H >. "g GMont$ 2/ 0.0. ?g

For Amul India Ltd (GCMMF) #

Page

51

Demand Extrapolation & Analysis

CATE5ORY # Sale M 2 ?g P.2 ?g/#onth Sample &hough 4ut ./ .DC ?g

A'g saleGRetailer H B "g GMont$ CATE5ORY C Sale P 2 (g / month Butter% Sample &hrough- 4ut .D 0/(g

A'g saleGRetailer H -!3 "g GMont$ Total Retailers I 0AB "ategory A Retailers Q ..> 30N% Retail output Q ..> x 3D Q B+.1D ?g "ategory B Retailers Q /C .2N% Retail 6utput Q /C x > Q /2/ ?g "ategory " Retailers Q 1/ //N% Retail output - .01 ?g Total Retail Sale of #%tter in Ma/%r Vi$ar
For Amul India Ltd (GCMMF) #

I D7=3> "gGmont$
Page 52

Demand Extrapolation & Analysis

5hite Butter Q CN Sales/month/6utlet Q /B ?g 6utlets Q .2 &otal Retail outputQ 02. ?g/month ;um*er of Retailers Categor/ A. B. ". N%m4er of Retailers ..> /C 1/

0=. 0-. N%m4er of Retailers 00. B. D. =. -. 0. *0. A! #! Categor/

N%m4er of Retailers

C!

A)erage &hroughput/Retailers Categor/ A. B.


For Amul India Ltd (GCMMF) #

T$ro%g$6%tGRetailers 9"g: 3D >


Page 53

Demand Extrapolation & Analysis

".

0./

A.
A'g! T$ro%g$6%tGRetailers 9"gs!:

T$ro%g$6%t 9"g!:

D. >. =. <. -. 3. 0. . A! #!
Categor/

C!

-!3!094:C?EESE SPREA, CATE5ORY A ;o of Retailers stoc(ing cheese spread Q /C 0CN%. &otal through put Q /.2 ?g Sale Q B.3 ?g/retailer/month CATE5ORY # ;o of retailer stoc(ing cheese spread Q 0 1N% &otal &hroughput Q 0.2?g. Sale Q ...3 ?g/retailer/month. Retailer Q .C> Categor/ Retailer An/ SaleGMont$ T$ro%g$6%tGmont$
Page 54

For Amul India Ltd (GCMMF) #

Demand Extrapolation & Analysis

A B Total

B/ C

B.3?g 0.2 ?g I ==.. "gG mont$

21B/ /C

-!3!09C: C?EESE S1ICES "omplete Retailer Analysis% Categor / A B C Retailer stoc2ing 03N 1N 3C C No of Rates T$ro%g$ 6%t RetailerGmont$ B.. ?g ..>?g 1>C./ ?g 1C0 ?g .2./ ?g T$ro%g$ 6%t

&otal throughput/month

For Amul India Ltd (GCMMF) #

Page

55

Demand Extrapolation & Analysis

-!3!0 d: AMU1 1ITE "omplete Retailer Analysis% Categor/ C Retailer stoc2ing No! of Retailers T$ro%g$6%tG T$ro%g$6%t9 Retailer GMont$92g: A B 02N 1N 33 CN >.2 D.> />B B./ -.<!3 "g 2g:

Total T$ro%g$6%tGmont$

For Amul India Ltd (GCMMF) #

Page

56

Demand Extrapolation & Analysis

-!- SEOT ANA1YSIS


Strengt$s 5ide Distri*ution net,or( "ompetiti)e price Brand E-uity 5ell esta*lished *rand image A*sence of lucrati)e schemes for retailers. A*sence support. O66ort%nit/ $irst time uses Asers of *rand ,ith little mar(et share. Strong *rand image. 5ide mar(et presence. T$reats #ar(et leaders 4ossi*ility operations Britannia:s inroads into the mar(et ad)ertising ,ith and strategic preying of un)ia*le of 4o4 material ;o credit *enefits. Eea2nesses Antapped Distri*ution net,or(. Insufficient ad)ertising finances for

distri*ution strategies.

For Amul India Ltd (GCMMF) #

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57

Demand Extrapolation & Analysis

-!< A!T!S! ANA1YSIS


A.&.S. stands for A,areness+ &rial and Satisfaction. It has *een done to gauge the le)el of success of the launch of Amul range of product A+areness &he a,areness of Amul *rand is phenomenal *ut only as far

as *utter is concerned. In case of cheese spread+ cheese slice and Amul lite category people seem not to (no, it though a,areness is there *ut )ery limited in comparison to *utter + ,ith Britannia high on the charts due to ad)ertising stints. Trial Large no. of people use this *rand daily especially in form of

*utter+,here as ,ith cheese the customers are still trying trying out the product categories that too in higher income groups. Satisfaction By and large all users of Amul *utter are satisfied+,here as cheese spread+ cheeses slices and Amul

the same can:t *e said for

lite.&hough the users feel that the Amul products in these categories are *etter to Britannia:s *ut it scores higher on consumer a,areness le)els due to its ad)ertising and a)aila*ility.

For Amul India Ltd (GCMMF) #

Page

58

Demand Extrapolation & Analysis

<!0 CONC1USIONS
At the end of o)er t,o months long pro'ect the ultimate aims of the pro'ect i.e.+ estimation stands fulfilled as is e)ident from the follo,ing exhi*it. &otal no. of mem*ers in the sample of 1D1 e-uals &otal population of #ayur =ihar -I+II+ III &otal no. of retailers in #ayur =ihar-l+ll+lll &otal consumption of Butter/month &otal consumption "heese Spread/month &otal consumption "heese LSlices/month &otal consumption Amul L lite/month &otal retail sale of Butter/month &otal retail sale of "heese spread/month &otal retail sale of "heese slices/month &otal retail sale of Amul-lite/month Q.C33 Q>1+30> Q.C> Q.C+3/.(g Q0+3B3(g Q0+D2/(g Q00B(g QB+2/3(g Q2B2(g Q1C>./(g Q0D1./(g

&he mar(et for the products is understanda*ly large+ and it is an e)er gro,ing sector+ *ut fiercely competitions. Ience for mar(et esta*lished *rand+ to maintain its leadership *ecomes a challenge. &herefor e a set of recommendation to achie)e the results ha)e *een dealt ,ith in detail in section 1./.

For Amul India Ltd (GCMMF) #

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59

Demand Extrapolation & Analysis

<!3 RECOMMEN,ATION
Based on the a*o)e finding the follo,ing steps may *e ta(en to tap the mar(et. <!3!0 S?ORT TERM STRATE5Y Since the consumer is already a,are of the product therefore a push approach may *e used to attract the mar(et. &his can *e done *y running attracti)e trade promotion schemes+ ,hich may include attracti)e trade promotion schemes ,hich may include attracti)e discounts for the consumer and the retailers. Attracti)e display unit 4o4% may *e placed in the outlets. &hey ser)e a dual purpose in the outlets of *eing an incenti)e for the retailers and pro)iding high )isi*ility for attracting the end users. Brochure and leaflets containing details of the product should *e made a)aila*le. <!3!3 AT EN, USER 1EVE1 Some schemes should *e started li(e placing discount coupons ,ith the product or attracti)e pri8es. 4romotion schemes li(e gi)ing an item free ,ith the purchase of the product. <!3!- 1ON5 TERM STRATE5Y &he a*o)e recommendation ,ill lead to increase in sales for the initial period only. Ience along ,ith these steps a long+ term strategy should *e formulate to enhance the status of Amul Brand. &his can *e done *y ad)ertisement and creating a )isi*ility of the products.

For Amul India Ltd (GCMMF) #

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60

Demand Extrapolation & Analysis

#I#1IO5RAP?Y
&he follo,ing *oo(s ,ere referred to for the pro'ect J #ar(eting research L #easurement and method 3 th Edition% By-Donald S. &ull and Del.I. Ia,(ins Sales #anagement L Decisions+ Strategies and "ases 2 th Edition% By-Still+ "undiff+ !o)oni #ar(eting management L Analysis+ 4lanning+ Implementation and control >th Edition% By L 4hillip ?otler #ar(eting management By-;ama(uma(i and Ramas,ami "onsumer Beha)iour 3th Edition% By Leon !. Schiffman and ?anu(. Research #ethodology. By ".R.?othari

For Amul India Ltd (GCMMF) #

Page

61

Demand Extrapolation & Analysis

ANNEXURE*0
;ame of the respondent Age Address 4hone ;o. #arital Status Sex

;o. of family mem*ers J

A. .-/

B. 0-2 Age !roup D-.1 years .1 years

". 3->

D. .D E A*o)e $amily mem*ers .. /.

Age group of family mem*ers J

;o. of earning mem*ers J $amilies monthly income A-Apto 2DDD B. 2DDD-.DDDD ". .DDDD-.B2DD D. .B2DD E a*o)e

&,o-,heeler 6,ner J R/; "ar o,ner R/; "a*le &.=. J R/; $a)ourite channel:s J AJ BJ "J

For Amul India Ltd (GCMMF) #

Page

62

Demand Extrapolation & Analysis

;e,spaper J &6I/I&/Iindu/IE/E&/ $E/BS/6thers #aga8ine J Iouse J 6,n/Rented/$amily+ EducationJ Bread earner J Belo, IS/IS/Inter/!raduate 4!%/4rofessional. RespondentJ Belo, IS/IS/Inter/!raduate 4!%/4rofessional. 6ccupation of the *read earner J Business/Ser)ice/4rofessional. 6ccupation of the respondJ Business/Ser)ice/4rofessional. Iouse life.

For Amul India Ltd (GCMMF) #

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63

Demand Extrapolation & Analysis

JUESTIONNAIRE )OR ,EMAN, EXTRAPO1ATION


CONSUMER PRO,UCT #UTTER
(BREAD-SPREAD) Do you consume 0. gms Butter Amul-lite "heesespread "heese-lings 0.. gms 3.. gms =.. gms

5hich *rand are you currently using J

Amul

Britannia

=i'aya

4arag

6thers

5ith *rand did you use three months *ac( J

Amul

Britannia

=i'aya

4arag

6thers

For Amul India Ltd (GCMMF) #

Page

64

Demand Extrapolation & Analysis

Rour fre-uency of purchase J Daily 5ee(ly $ortnightly #onthly According to need

5ho ma(es the purchase J Self "hildren Ser)ants Anyone

5here do you *uy J Area Oone

For Amul India Ltd (GCMMF) #

Page

65

Demand Extrapolation & Analysis

ANNEXURE * 3
JUESTIONNAIRE )OR ,EMAN, EXTRAPO1ATION RETAI1ER H PRO,UCT (BREAD-SPREAD)
Address of the Shop J ;ame of the retailer J 4lease furnish the follo,ing details in each product category J #%tter #randGsales +!r!t! 0. gms Amul Britannia 4arag =er(a =i'aya Dairyrich 6thers C$eese #randGsales +!r!t! Slice Amul Britannia 4arag =er(a =i'aya Dairyrich 6thers C%4es Tin 0.. gms =.. gms

C$eese * S6read #rand sales +!r!t! Plain Amul Britannia

Pe66er

(eera

Tom*Ca6

C$illi

5arlic

For Amul India Ltd (GCMMF) #

Page

66

Demand Extrapolation & Analysis

6thers

Amul-Lite 6thers

For Amul India Ltd (GCMMF) #

Page

67

Demand Extrapolation & Analysis

AC"NOE1E,5EMENT
We take this opportunity to extend our thanks to the might of Amul India Ltd. (GCMMF) for giving us an opportunity to do the summer project in their esteemed organization. We are highly indebted to Mr. S.K.Panigrahi, Mr. K. K. Bhadra and Mr. Ashish Rastogi for providing requisite platform

and support throughout the project. We are highly thankful to Prof. Gautam Mitra and Prof. Arvind Chaturv di Whose timely help suggestions and comments have acted as a source of strength in the completion of the project.

,ate

Ravi Joshi

Rahul Fotedar

For Amul India Ltd (GCMMF) #

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68

Demand Extrapolation & Analysis

TABLE OF CONTENTS
Topics Executive Summary C apter !1 "#tro$uctio# 1.1 Company Profile 1.1.1 Background 1.1.2 Past 1.1.3 Present 1.1.4 Product Range 1.1.5 Sales 1.1.6 uture 1.+ "#tro$uctio# o, t e Pro-ect 1.2.1 Background of t!e Pro"ect 1.2.2 #istri$ution 1.2.3 Scope of t!e pro"ect 1.2.4 %$"ecti&es of t!e pro"ect 1.2.5 'eed of t!e pro"ect 1.2.6 (imitations of t!e pro"ect C apter ! + /esearc 0et o$o1ogy 1( 1) 1* +. +1-++ +3 % % % & '-( (-) )-* 1. 1.-11 11-1+ 1+-1% 1& 1& 1' Page No. 1-3

2.1 Researc! #esign 2.2 #ata Collection Sources 2.3 #ata Collection )et!od 2.4 #ata Collection *nstruments 2.5 Sampling Plan 2.6 +ssumptions of t!e pro"ect

For Amul India Ltd (GCMMF) #

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Demand Extrapolation & Analysis

C apter ! 3 Fi#$i#gs a#$ A#a1ysis 3.1 indings 3.1.1 Socio,-conomic indings 3.+ A#a1ysis 3.2 .a/ Butter 3.2.$/ C!eese,Slices 3.2 .c/ C!eese,Spread 3.2 .d/ +mul,(ite 3.+.1 /etai1 A#a1ysis 3.2.1 .a/ Butter 3.2.1 .$/ C!eese Spread 3.2.1 .c/ C!eese Slices 3.2.1 .d/ +mul,(ite 3.3 S2OT A#a1ysis 3.% A.T.S A#a1ysis C apter-% Co#c1usio#s a#$ /ecomme#$atio#s %.1 Co#c1usio#s %.+ /ecomme#$atio#s 4.2.1 S!ort 0erm Strategy 4.2.2 +t -nd 1ser (e&el 4.2.3 (ong term Strategy Bi31iograp y A##exures &) &* &* &* &* '. +% +%-3. 31 31-3& 3'-%. %1-%& %'-&. &. &.-&3 &3-&% &% && &' &(

For Amul India Ltd (GCMMF) #

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