I .

EXECUTIVE SUMMARY:

Title of The Project : To Study Market Potential and Retail Coverage of Amul Milk , Jaipur
The coverage area of the study was spread across Jaipur town. The sample was selected on
the basis of (i) Cluster sampling (ii) Random sampling. I collected the data of retailers by
using the data collection tool Questionnaire.
The basic reason of study is to make the organization able to stay above in competitive
market. The basic problem of my Research was to identify that why the Market share of
Amul Milk is decreasing in Jaipur with respect to its Competitors.
The sample design used in this project is two state sampling i.e

• Cluster Sampling-Cluster Sampling is that Sampling where the whole area is divided
into some geographical area and a definite number of Retailers were to be Surveyed.
• Random Sampling-This type of sampling was choosen on the basis of Randomly
choosen.

According to the Census Report Jaipur has a population of around 3.2 Million in the year
2013.In this whole population 1.4 Million is Female and 1.6 Million is male as per the census
Report.I did Cluster sampling of area and Random sampling of retailers. For my study I have
taken 100 samples of Retailers . I selected areas like ( Vaishali Nagar , Nirmaan Nagar ,
Mansarover , Sanganer , Pratap nagar , C-sheme , Civil lines , Hassanpura ) . Amul Milk has
certain areas where they have been consistently performing well. These are essentially the
strengths of the brand, and it need to capitalize on these strengths to increase their market
share and brand loyalty. The main areas of excellence, based on the meeting with Retailers &
Market Survey, have been identified .Amul Milk has a strong and clear brand image. Their
customers can easily identify and relate to the Amul brand. It has all the category of customer
like (lower, middle and high income). This helps increase and maintains brand loyalty .
During survey, there are not a single complain regarding misbehavior of sales person and
distributors which working here. Retailers were very happy and excellent satisfaction with
distributors’ behavior.

1
1.1 Introduction:
Statement of the problem

The purpose of this study is to analyze the general perception and retailer’s behavior towards
Amul Milk in Jaipur . I entend to explore the basic culture and demand of Amul Milk with
regard to the Existing and Other Outlets . Analysing the behavior of Retailers helps in
meeting the demand for amul milk and selling behavior for milk , weather the retailers are
satisfied with the product and services i.e Quality , Price , Taste , Distribution channel etc and
the expectation of the Retailers from the company . It also helps in studying the market
penetration of Amul Milk in Retail outlets so as to Increase the sales of Amul Milk
effectively .

1.3 Review of Literature

 http://indianresearchjournals.com/pdf/IJMFSMR/2012/May/14_IJM_MAY12.p
df
CONCLUSION – The success of Amul Model is mainlybecause of integerating all the
dements of marketing mix and taking into consideration the factors for effective brand
building.
Thus one can conclude that success of Brand or creating brand equity needs good brand
building Strategies.

 http://www.ifpri.cgiar.org/sites/default/files/publications/an02.pdf
CONCLUSION - The milk Marketing system has depended upon the irreregular collection
,transport and sales of milk by private traders. The volume of milk that such a system can
handle is limited by the seasonality of production , the perishability of product and the large
capital investments required to establish processing and marketing facilities in the cities.

BY - Cooperatives and the Commercialization of Milk Producation in India.

A literature Review by Harold Alderman,George Mergos & Roger Slade.

2
1.4 Objectives of the Study :

• To study the Retail Market of Amul Milk and Other Brands.

• To determine the Market Presence of Amul Milk in Jaipur Area.

1.5 Methodology and Sampling:

Focus of the study was the comparative study of Amul Milk , and makes a marketing strategy
for Amul Milk in Jaipur town. With the help of the sales executive of Amul Mr. Devi Lal
Dhaka , I was assigned areas and made plan to visit in city and collect the data. The study
was both Qualitative and Quantitative . I took the Cluster sample of retailers . I made
questionnaire for Retailers (Retailers survey) I collected both desk data and primary data
from the different sources, like for desk data I took the help of sales executive of Amul ,
distributors and some information from internet and for primary data used questionnaire and
deep interview with Retailers . I have framed my study in three phases.

1)First step was preparatory phase and in this phase I designed the sample and had a transect
walk and observed the behavior of retailers about the product and selected the sample, I
designed the questionnaire for retailers.

2)In second step collected the data, collected desk data from various sources like distributers,
Amul site and primary data with questionnaire and took personal interview of retailers .

3)In the third step of study, data presentation and analysis with the use of various mathematic
tools like excel and spss was done, consulted with reporting officer and made final
presentation and report.

3
Methodology:

The coverage area of the study was spread across Jaipur town. The sample was selected
on the basis of (i) Cluster sampling (ii) Random sampling. I collected the data of
retailers by using the data collection tool Questionnaire .

Method of Sampling

The sample design used in this project is Two State Sampling i.e
• Cluster Sampling - Cluster Sampling is that Sampling where the whole area is divided
into some geographical area and a definite number of Retailers were to be Surveyed.
• Random Sampling-This type of sampling was choosen on the basis of Randomly
choosen.

4
Sampling Techniques : According to the Census Report Jaipur has a population of around
3.2 Million in the year 2013.In this whole population 1.4 Million is Female and 1.6 Million is
male as per the census Report.

The sampling Technique used is : Non Probability Sampling

Sample Size : 100 Retail Outlets

Area of Survey : Geographical Areas of Jaipur

Sample Unit : Retailers

1.6 RETAIL SURVEY

During my 45 days visit to field , I visited 10 – 15 Retail Outlets in a day that gives the near
average of 450 Retail Outlets in 45 Days including Existing Retail Outlest of Amul and Other
Retail outlets of other brand or so. I surveyed my study with the help of Questionnaire. I took
100 as my sample size and analysed each question asked to Retailers on the visit .For Retail
Survey I collected data Randomly according to the given areas.

STATISTICAL TOOLS USED

Types of data analysis techniques used in the project:

- Graphical analysis.

- Percentage analysis.

After visiting and analyzing the Demand of Retailers . I collected the data in the form of
Questionnaire and analyzed each question for Existing Retail Outlets and Other Retail Outlets
and analyzed the data by Column charts and Pie Diagram. I took 50 retailers for Existing and
50 for Other Retail Outlets and by converting them to 100% I analyzed the answers in the
Questionnaire which thereafter helps in analyzing the exact scenario of Amul Retail Outlets
in Jaipur.

5
DATA COLLECTION

I collected both Primary data and Secondary data. Secondary data was collected from the
Amul office, Distributors, and internet. For the primary data collection, I took interview of
Retailers with respective questionnaires

1.7 SCOPE

The Scope of my study is to analyze and make a suitable Marketing Strategy for AMUL Milk
i.e Amul Milk . This study is conducted to have a good understanding of the market potential
that exists in Jaipur city. This study also provides the information regarding the competitor’s
weakness and strengths. This study is very useful for distributors and retailers with the help
of this project they can enhance their market channel.

1.8 LIMITATIONS OF THE STUDY

While conducting this study, I faced some limitations which are enumerated bellow:

 The total coverage area of the project was Jaipur city and it was not possible to
cover all shops.
 I had to face much difficulty during survey because retailers and were not taking
interest.
 The Retail Outlets of Amul were less so I faced difficulty analysing the exact
scenario against the compitetors of Milk.

6
 1.9 PROFILE OF THE ORGANISATION

• Background

As a part of my two years postgraduate Program in Business Management at IIRM, it is

mandatory to undergo two months field level project termed ‘Summer Internship Project “
where, I got the opportunity to work with the Gujarat co-operative milk marketing federation
ltd. (GCMMF) Amul. The project was under Amul Jaipur region , I did my project in Jaipur
town, and the project title was - “To study the Market Potential and Retail coverage of Amul
Milk in Jaipur “ .The reason to undertake this project was to know about the dairy market and
scope in this particular area, to know the sales and distribution system and the marketing
strategy of Amul and also other competitors.

Introduction:

Jaipur is the capital and largest city of the Indian State of Rajasthan . It was Founded on 18th
November 1727 by Maharaja Sawai Jai Singh II , the ruler of Amber, after whom the city has
been named. The city today has a population of 3.1 million . Jaipur is known as the Pink City
of India.

There is potential market of dairy brand because of more working class family. Amul Milk
is main player and has the market share of total dairy market share. Amul Milk has two
types. One is Amul Taaza and the other is Amul Gold.

The Birth of Amul

 It all began when milk became a symbol of protest

 Founded in 1946 to stop the exploitation by middlemen
 Inspired by the freedom movement

7
The seeds of this unusual saga were sown more than 65 years back in Anand, a small town in
the state of Gujarat in western India. The exploitative trade practices followed by the local
trade cartel triggered off the cooperative movement. Angered by unfair and manipulative
practices followed by the trade, the farmers of the district approached the great Indian patriot
Sardar Vallabhbhai Patel for a solution. He advised them to get rid of middlemen and form
their own co-operative, which would have procurement, processing and marketing under their
control. In 1946, the farmers of this area went on a milk strike refusing to be cowed down by
the cartel. Under the inspiration of Sardar Patel, and the guidance of leaders like Morarji
Desai and Tribhuvandas .This co-operative, the Kaira District Co-operative Milk Producers
Union Ltd. began with just two village dairy co-operative societies and 247 litres of milk and
is today better known as Amul Dairy. Amul grew from strength to strength thanks to the
inspired leadership of Tribhuvandas Patel, the founder Chairman and the committed
professionalism of Dr Verghese Kurien, who was entrusted the task of running dairy.The then
Prime Minister of India, Lal Bahadur Shastri decided that the same approach should become
the basis of a National Dairy Development policy. He understood that the success of Amul
could be attributed to four important factors.The farmers owned the dairy, their elected
representatives managed the village societies and the district union . They employed
professionals to operate the dairy and manage its business. Most importantly, the co-
operatives were sensitive to the needs of farmers and responsive to theirdemands.
At his instance in 1965 the National Dairy Development Board was set up with the basic
objective of replicating the Amul model. Dr. Kurien was chosen to head the institution as its
Chairman and asked to replicate this model throughout the country.

8
THE AMUL MODEL

The Amul Model of dairy development is a three-tiered structure with the dairy cooperative
societies at the village level federated under a milk union at the district level and a federation
of member unions at the state level.

 Establishment of a direct linkage between milk producers and consumers by

eliminating middlemen.
 Milk Producers (farmers) control procurement, processing and marketing
 Professional management.

9
GCMMF - An Overview

Year of Establishment 1973

17 District Cooperative Milk Producers' Unions (16 Members

Members
& 1 Nominal Members)

No. of Producer Members 3.18 Million

No. of Village Societies 16,914

Total Milk handling capacity

16.8 Million litres per day
per day

Milk Collection (Total - 2012-

4.66 billion litres
13)

Milk collection (Daily Average

12.7 million litres
2012-13)

Cattlefeed manufacturing
5890 Mts. per day
Capacity

Sales Turnover -(2012-13) Rs. 13735 Crores (US $ 2.54 Billion)

10
 Sales Turnover Rs (million) US $ (in million)
1994-95 11140 355
1995-96 13790 400
1996-97 15540 450
1997-98 18840 455
1998-99 22192 493
1999-00 22185 493
2000-01 22588 500
2001-02 23365 500
2002-03 27457 575
2003-04 28941 616
2004-05 29225 672
2005-06 37736 850
2006-07 42778 1050
2007-08 52554 1325
2008-09 67113 1504
2009-10 80053 1700
2010-11 97742 2172
2011-12 116680 2500
2012-13 137350 2540

VISION:
GCMMF will be an outstanding marketing organization, with specialization in marketing of
food and dairy products both fresh and long life with customer focus and IT integrated. The
network would consist of over 100 offices, 7500 stockiest covering at least every Taluka.
Head quarter servicing nearly 10 lakh outlets with a turnover of Rs.10,000 Cr and serving
several co-operatives.GCMMF shall also create markets for its products in neighboring
countries.

11
MISSION:
We at GCMMF endeavor to satisfy the taste and nutritional requirements of the customer of
the world through excellence in the marketing by our committed team. Through co-operative
networking, we are committed to offering quality product that provides best value for money

ORGANIZATION STRUCTURE:
Organization Structure is divided into two parts:

 External Organization Structure

 Internal Organization Structure

1.10 About AMUL:

Gujarat Cooperative Milk Marketing Federation (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 Amul (Anand Milk-
producers Union Limited), formed in 1946, is a dairy cooperative movement in India. The
brand name Amul, sourced from the Sanskrit word Amoolya, means priceless. It was
suggested by a quality control expert in Anand. 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 2.41 million milk producers in Gujarat, India[1]. It is
based in Anand town of Gujarat and has been a sterling example of a co-operative
organization's success in the long term. 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 [2]. Amul's product range includes milk powders,
milk, butter, ghee, cheese, curd, chocolate, ice cream, cream, shrikhand, paneer, gulab
jamuns, basundi, Nutramul brand and others. Situation of farmers Over five decades ago, the
life of an average farmer in Kheda District was very much like that of his/her counterpart
anywhere else in India. His/her income was derived almost entirely from seasonal crops. The

12
income from milk buffaloes was undependable. Milk producers had to travel long distances
to deliver milk to the only dairy, the Polson Dairy in Anand – often milk went sour,
especially in the summer season, as producers had to physically carry milk in individual
containers. Private traders and middlemen controlled the marketing and distribution system
for the milk. These middlemen decided the prices and the off-take from the farmers by the
season. As milk is perishable, farmers were compelled to sell it for whatever they were
offered. Often, they had to sell cream and ghee at throw-away prices. In this situation, the
private trader made a killing. Moreover, the government at that time had given monopoly
rights to Polson Dairy (around that time Polson was the most well known butter brand in the
country) to collect milk from Anand and supply to Bombay city in turn (about 400 kilometers
away). India ranked nowhere amongst milk producing countries in the world in 1946.
Gradually, the realization dawned on the farmers with inspiration from then nationalist
leaders Sardar Vallabhbhai Patel (who later became the first Home Minister of free India) and
Morarji Desai (who later become the Prime Minister of India) and local farmer, freedom
fighter and social worker Tribhovandas Patel, that the exploitation by the trader could be
checked only if they marketed their milk themselves.

PRODUCTS

The Product Range

Breadspreads Amul Butter, Amul Lite, Delicious Table Margarine

13
 Amul Pasteurized Processed Cheddar Cheese, Amul Processed Cheese
Spread, Amul Pizza (Mozarella) Cheese,Amul Emmental Cheese,
Cheese Range
Amul Gouda Cheese, Amul Malai Paneer (cottage cheese), Utterly
Delicious Pizza

Amul Gold Full Cream Milk 6% fat, Amul Shakti Standardised Milk
Fresh Milk 4.5% Fat, Amul Taaza Toned Milk 3% fat,Amul Slim & Trim, Amul
Cow Milk

Amul Gold 4.5% fat Milk, Amul Shakti 3% fat Milk, Amul Taaza
UHT Milk Range
1.5% fat Milk, Amul Lite Slim-n-Trim Milk, Amul Fresh Cream

Amul Full Cream Milk Powder, Amulya Dairy Whitener, Sagar

Milk Powders Skimmed Milk Powder, Amulspray Infant Milk Food, Sagar Tea and
Coffee Whitener

Health Drink Stamina Instant Energy Drink

Brown Beverage Nutramul Malted Milk Food

Amul Masti Dahi (fresh curd), Amul Masti Spiced Butter Milk,Amul
Curd Products
Lassee, Amul Flaavyo Yoghurt

Pure Ghee Amul Pure Ghee, Sagar Pure Ghee

Sweetened Condensed
Amul Mithaimate
Milk

Mithaee Range (Ethnic Amul Shrikhand, Amul Mithaee Gulabjamuns, Amul Basundi,Avsar
Sweets) Ladoos

Ice-cream Sundae Range, probiotic,,sugarfree and probiotic

Chocolate & Amul Milk Chocolate, Amul Fruit & Nut Chocolate, Amul Chocozoo,
Confectionery Amul Bindass, Amul Fundoo

14
AMUL TAAZA –

PRODUCT DETAILS ---

Product Name Amul Taaza

Pasteurised Milk Amul milk meets the PFA standards for the
Description
respective type of milk.

Poly Pack - 500ml, 1000ml, 200ml, 5 Ltr *

Packing
* In selected markets only

• PRODUCT SPECIFICATIONS

Fat (%) 3.0 min

Composition
SNF (%) *8.5 min

Nutritional
Nutritional Information*
Information

Serving Size 200 ml

Amount per 100 ml

Energy 58 kcal

Energy from FAT 27 kcal

Total FAT 3g

15
 Saturated FAT 1.9 g

Cholesterol 8 mg

Total Carbohydrate 4.7 g

Added Sugar 0g

Protein 3.1 g

Calcium 150 mg

Phosphorus 130 mg

Sodium 50 mg

Thiamine 42.5 mcg

Riboflavin 120 mcg

Niacin 100 mcg

Folic Acid 7.5 mcg

Vit. A(Retinol) 32 mcg

*Approx. values

48 Hours from the date of packing if kept under refrigeration below

Shelf Life
8°C

Storage condition Under Refrigeration (Below 8°C)

16
• PRODUCT FEATURES
• Amul Milk is the most hygienic liquid milk available in the market.

• It is pasteurised in state-of-aret processing plants and pouch-packed to make it

conveniently available to consumers.

PRODCUT APPLICATION

Direct consumption , Making of : Tea or Cofee , Sweets , Khoa , Curd , Buttermilk , Ghee

• AVAILABLE IN (SEGMENTS/MARKETS)
Gujarat , Delhi & NCR , Mumbai , kolkata , Kanpur , Lucknow , Allahabad , Agra , Meerut ,
Aligarh , Asansol , Nagpur , Raipur , Indore , Bhopal , Jaipur , Ajmer , Pushkar , Udaipur ,
Jodhpur , Pali , Pune , Nasik

AMUL GOLD

PRODUCT DETAILS:
Product Name Amul Gold

Pasteurised milk Amul milk meets the PFA standards for the
Description
respective type of milk.

Poly Pack - 500ml, 1000ml, 5 Ltr *

Packing
* In Selected markets only

17
• PRODUCT SPECIFICATIONS:

FAT(%) 6.0 min

Composition
SNF (%)* 9.0 min

Nutritional Information
Nutritional Information*

Serving Size 200 ml

Amount per 100 ml

Energy 87 kcal

Energy from FAT 54 kcal

Total FAT 6g

Saturated FAT 3.7 g

Cholesterol 16 mg

Total Carbohydrate 5.0 g

Added Sugar 0g

Protein 3.3 g

Calcium 150 mg

Phosphorus 130 mg

18
 Sodium 50 mg

Thiamine 42 mcg

Riboflavin 120 mcg

Niacin 100 mcg

Folic Acid 7.5 mcg

Vit. A(Retinol) 65 mcg

*Approx. values

48 Hours from the date of packing if kept under refrigeration

Shelf Life
below 8°C

Storage condition Under Refrigeration (Below 8°C)

• PRODUCT FEATURES
• Amul Milk is the most hygienic liquid milk available in the market.

• It is pasteurised in state-of-aret processing plants and pouch-packed to make it

conveniently available to consumers.

• PRODCUT APPLICATION
Direct consumption , Making of : Tea or Cofee , Sweets , Khoa , Curd , Buttermilk , Ghee

AVAILABLE IN (SEGMENTS/MARKETS)
Gujarat , Delhi & NCR , Mumbai , kolkata , Kanpur , Lucknow , Allahabad , Agra , Meerut ,
Aligarh , Asansol , Nagpur , Raipur , Indore , Bhopal , Jaipur , Ajmer , Pushkar , Udaipur ,
Jodhpur , Pali , Pune , Nasik

19
1. 11 ANALYSIS & INTERPRETETION OF DATA

Q.1 Do you sale Amul Milk?

50

40

30

20

10

0
A B
YES NO

A) Yes - 48
B) NO – 2

Out of 50 Retailers, 48 say that they sell Amul Milk and remaining 2 say that they sell
other brand.

Sales
A B
2% NO

98% YES

Inference : In the above chart 98% of the Retailers say that they sell Amul Milk Only and
remaining 2 % sell other Milk .Among the Existing Retailers of Amul , 98 % of Retailers are
still selling Amul Products and the remaning have stopped selling Amul and have switched
over to other brand.

20
Q.2. If yes, Do you get satisfied stock of Amul Milk ?

30

25

20

15

10

0
A B
YES NO

Out of 50 Retailers , 29 say that they are satisfied with the products they are selling and 21
say they are not satisfied with the Amul Products they are selling.

Satisfaction Level
A B

NO 42%

58% YES

On converting it to 100% , 58 % Of the retailers are SATISFIED AND 42% are still not
satisfied with the brand they are using.

Inference - Among the Existing Retailers of Amul , 58 % of retailers are satisfied selling
Amul Products and the remaining are not satisfied and have complaints.

21
Q.3. How do come to know about Amul Milk ?

45
40
35
30
25
20
15
10
5
0
A B C D

A) Through distributors - 1
B) through Customers - 3
C) Through Other retailers - 3
D) Through Advertisement - 43

Awareness
A B C D

2% 6%
6%

86% ADVERTISEMENTS

86 % of the Retailers are aware about the product through Advertisement.

Inference : Advertisement is the major source of information for Retailers about the
Company.

22
4. Are you a Registered shop of Amul ?

45
40
35
30
25
20
15
10
5
0
A B
YES NO

A) Yes - 43
B) No - 7

No of Retailers having Agency

A B

NO
14%

86%
YES

86% of Retailers are registered shop of amul and have an Agency of Amul.The Remaining
14% of Retailers buy Milk from other Retailers of Amul.

Inference:- There are still Retailers who are selling Amul Milk without upholding any
Agency or Registration.

23
5. Do you get any shoppe claim ?

40
35
30
25
20
15
10
5
0
A B

YES NO

C) Yes - 40
D) NO - 10

Claim
A B

NO
20%

80%
YES

80% of Retailers get shop claim which therefore means they are Registerd shop of amul and
they are getting extra Claim by Amul.

Inference:-If we compare this question to the 4th question , we will analyse that 86% of
Retailers were Registerd and only 80% of Retailers out of the registered ones are getting
claim. 6% of Retailers are in loss and still struggling to get the claim by Company.

24
6. How much stock do you keep ?

25

20

15

10

0
A B C D
1-2 2-4 4-6 6 Above

A) 1-2 crates – 7
B) 2-4 crates - 5
C) 4-6 crates - 22
D) More than 6 crates - 16

Stock
A B C D

14%
32% 10%

44%
4-6 Crates

46% of Retailers sell 4-6 crates of Milk . These are the Registered shops of Amul who sell
more Crates as compared to the Retailers who are unregistered and take goods from other
Retailers.

Inference : After asking the reason for less crates being sold , Retailers answered that usually
the shop which is Registered and have an agency of Amul sell more crates because those who
are selling less of crates don’t feel to pay to Amul for Agency.

25
7. From where do you get Amul Milk ?

Availability
60 42
40
20
8
0
A
B

A) Distributers - 42
B) Other retailers - 8

Availability
A B

16%

84% Distributors

84% Of Retailers buy Milk from Distributor . If we compare this question to the 4th question
which says that 86% of Retailers are Registered by Amul then we analyse that 2 % of the
Retailers which are Registered are still not in communication with the Distributor.

Inference : 2 % of the Retailers inspite of having an Agency are not buying Milk from
Distributor because of the reasons like :

- Bad behavior of Distributor

- Wrong Timmings for the Supply
- Leakage Problems in Crates.

26
8. How often you face the problem of leakage?

30
25
20
15
10
5
0
A B C D

A) Regularly - 3
B) Weekly - 5
C) Sometime – 13
D) Never - 29

Leakage
A B C D

6%
10%

58% 26%
NEVER

Amul Milk has the Advantage of Less Leakage Problems as compared to other Competitors
in Market. 58 % Of Retailers never faced the problems of Leakage regardless of the factors
that they are new Retailers or the Old one.

Inference : Leakage wholly depends on the external conditions like :

-Mishandling of Carrorts by the driver on the time of Delivering to Retailers.

-Packaging Problem by the main Plant.

27
Q.9 Do you have Refrigerator facility or not ?

50

40

30

20

10

0
A B

A) Yes - 44
B) No - 6

Cold Storage Facility

A B

12%

88%
YES

88% of the Retailers have the facility of Refrigerator and 12 % doesn’t have the facility
because of the reasons like :

- Financial Problem of the Retailers

- No Customer Demand of AMUL in the particular area
- Stock is cleared rapidly.

Inference: Usually the Retailers (12%) which don’t have the facility of Refrigerator are small
scale Retailers and the shops are situated in underdeveloped area.

28
10. Are you satisfied with the supply system ?

35
30
25
20
15
10
5
0
A B

A) Yes - 34
B) No - 16

Supply System
A B

NO
32%

68%
YES

Supply system usually means the Distributor and Retailers behavior and the proper handling
of products at the time of delivering to Retailers. 68 % of Amul Retailers are satisfied with
the supply system.

Inference: - 32 % are not satisfied due to the reasons like :

-Distributors often ignore the complaints of Retailers

-No Replacement for the damaged product. Etc

29
11. How is distributors behavior with you ?

30
25
20
15
10
5
0
A B C

A) Good -30
B) Bad - 18
C) Very bad - 2

Distributor's Behaviour
A B C
4%

36%
BAD
60%
GOOD

During the survey, retailers who were unhappy with the system usually only had complaints
about the Distributor. Different area has different Distributor and it depends on the survey of
area where a particular Distributor is allotted. 60 % Say they maintain good communication
with the Distributor and 36 % say the Distributors are not behaving properly with the
retailers.

Inference - The Reasons why 36 % of Retailers are unhappy with the behavior of Distributor
are:

- Under Developed area where the Supply of Amul is less is often visited and heard less
by the Distributor and Ignore the Complaints of Retailers.

30
OTHER RETAILERS:

Q.1 which brand of Milk do you Sale ?

50

40

30

20

10

0
A B C D E

A. Amul - 2
B. Saras - 41
C. Lotus - 4
D. Goras - 1
E. Reliance - 2

Sale
A B C D E

2%4% 4%
8%

82%
SARAS

Saras with 82% is the market leader for Amul Milk in city of Jaipur. Some of the Retailers
also supply Saras with Amul because of the High Consumer Demand for Saras and less price
compared to Amul.

Inference – Saras is the Market Leader in Milk as compared to Amul and other competitors
in Jaipur and the Reason why Other Retailers (2%) are using AMUL because of the bad
service of Saras.

31
Q.2 Why do you prefer the above mentioned brand ?

50

40

30

20

10

0
A B C D

A) Proper service - 0
B) Customer preference - 46
C) High profit margin - 1
D) Others - 3

Preference
A B C D

2% 6%0%

92%
CUSTOMER PREFERENCE

92% of the Retailers say they preferred SARAS because of High Customer Preference in
Market. Customer Prefer Saras because of the following Reasons:

-Low Price
-Trusted Brand
-Easily Available
Inference: Retailers depend only on Customers and Customer demands Saras accepting the
above mentioned reasons, this is the major reason why Other Retailers choose Saras over
Amul.

32
Q.3 How much stock do you keep ?

35
30
25
20
15
10
5
0
A B C D

A) 1-2 crates
B) 2-4 crates
C) 4-6 crates
D) More than 6 crates

Stock
A B C D

4%
12%

22%
MORE THAN 6 62%
CARROTS

82% of the Other Retailers use Saras and 62 % of the Retailrs sell more than 6 Crates in a
day.Only 4 % of the Retailers sell 1-2 crates which include new Retailers who are still
struggling for the position in Market.

Inference: More of the Retailers who are using Saras sell more than 6 carrort reaching upto
100 crates of SARAS DAIRY.

33
Q.4 Have you sold Amul Milk before?

45
40
35
30
25
20
15
10
5
0
A B

A) Yes - 7
B) No - 43

Past usage of Amul Milk

A B

14%

86%
NO

14% of the Retailers have used Amul before and 86 % are using Saras from the Starting
which include Saras Parlors and Dairy’s also.

Inference : 14 % of the Retailers have switched from Amul to Saras.

34
Q.5 If yes why you switched over to other brand ?

7
6
5
4
3
2
1
0
A B C D

A) Customer preference - 7
B) Low margin - 0
C) No replacement for leakage - 0
D) Poor service - 0
E) Others - 0

Factors for switching to other brand

A B C D
0%
0%
0%

100% CUSTOMER PREFERENCE

100% Retailers out of the Amul users say that they have switched over to other brand because
of the demand and Preference of Consumers toward Saras.Consumer demand Saras more as
compared to AMUL.

Inference : Customer Preference is the major reason of all Retailers to switch the brand they
are using to Saras.

35
Q.6 How much profit do you get on other Milk ?

50
45
40
35
30
25
20
15
10
5
0
A B C D

A) More than amul Milk - 48

B) Less than amul Milk - 2
C) Same as amul Milk - 0
D) No profits - 0

Profit
A B C D

4%0%
0%

96%
MORE THAN AMUL MILK

96% of the Retailers get more profit as compared to Amul because Saras has products which
offer low price of goods then Amul and they offer high margin as compared to Amul.

Inference : Saras because of the low price gather customer Demand as compared to Amul
and other competitors.

36
Q.7 Do you get any profit apart from Regular Margin ?

35
30
25
20
15
10
5
0
A B

A) Yes - 18
B) No - 32

Extra Profit
A B

YES
36%

64%
NO

Regular Margin is the Margin which is given to Retailers Monthly on the basis of Crates. But
at the end of the year, Saras also provides extra profit on the Crates. Only 64 % of the
Retailers get the extra profit at the end of the year and 36% are still struggling for the extra
bonus.

Inference:36% if the Retailers think that Saras is not to be trusted when comes to the Yearly
Bonus.

37
Q.8 Do you face the Problem of leakaging of stock ?

35
30
25
20
15
10
5
0
A B

A) Yes - 19
B) No - 31

Leakage
A B

YES
38%

62%
NO

62% of the Retailers say that they never faced leakage problem with Saras and 38% say that
they faced leakage due to the following reasons :

- Mishandling of Carrorts by the driver on the time of Delivering to Retailers.

- Packaging Problem by the main Plant.

Inference : As compared to Amul i.e 58 % of the Retailers faced no problem in leakage , 62

% of the Retailers in Saras are satisfied with the Packaging Problem.

38
Q.9 Do you have Refrigerator facility or not ?

40
35
30
25
20
15
10
5
0
A B

A) Yes - 37
B) No - 13

Chilling Storage Facility

A B

NO
26%

74%
YES

Inference - 74 % of the Retailers are having facility of Refrigerator and when compared to
Amul 88% of the Retailers have the facility.The major reason why Saras Retailers has less no
retailers with Refrigerator are :

- Saras Retailers are situated in many nearby villages of jaipur which are
underdeveloped and the Retailers are not financially fit to buy a Refrigerator.
- More than 60% Of the Amul Outlets are in developed area and hence the Retailers
have the facility of Refrigerator.

39
Q.10 How much money you have deposited as security?

35

30

25

20

15

10

0
A B C

A) More then 1000 - 12

B) More then 2000 - 34

C) More then 3000 - 4

Security
A B C

8%

24%

68% MORE THAN

2000

68% of the Retailers have deposited more than 2000 for the Saras Agency . The Fees for
Agency keeps on changing in years . Hence the latest Deposit fees is More then 3000 to be
the Registered Retailer of Saras Milk.

Inference : It depends on the year in which Retailers has taken the Agency.

40
Q.11 Are you satisfied with the distributor?

35
30
25
20
15
10
5
0
A B

A) Yes - 35
B) No - 15

Satisfaction Level
A B

NO
30%

70%
YES

70 % of the Retailers who are using Saras say that they are satisfied with the distributor and
30 % are not satisfied because of the reasons :

Inference : The reasons why the Retailers are not happy with the Distributors are :

- Under Developed area where the Supply of Amul is less is often visited and heard less
by the Distributor.
- Ignore the Complaints of Retailers

41
Q.13 Do you want to sale Amul Milk ?

35
30
25
20
15
10
5
0
A B

A) Yes - 15

B) No - 35

Response for Amul Milk

A B

YES
30%

NO 70%

70% of the Other Retailers agreed to sell Amul and 30 % want to stick on Saras and other
brands . Out of 70 %, many of the Retailers agreed to sell Saras with Amul .

Inference – Saras is the priority among the Customers and the retailers still don’t want to
shut down Saras and agreed to sell Amul with Saras.

42
Q.14 If Yes, Why you want to sale Amul Milk?

0
A B C D

A) Increasing brand awareness - 5

B) Good quality - 6

C) High profit margin - 4

D) Costumer preference – 0

Reasons for switching

A B C D
0%

27% 33%

40%

GOOD QUALITY

40% of the Retailers say that Amul provide Good Quality as compared to Saras and that is
the reason they like to switch it to Amul.

Inference : Amul is the top priority among Retailers in terms of Quality and Products .

43
1.12 SUMMARY OF FINDINGS

1) Retailers also preferred brands like Reliance , Goras and Lotus Milk while Survey
2) The Retail Outlets of Amul were less as compared to Saras.
3) 44% of the Retailers sell 4-6 crates of milk in Amul and 62% sell more than 6 crates in
Saras.
4) 74% of the Retailers have the Refrigerator facility in Saras and 88% in Amul depending
on the specific area.
5) Satisfaction level of Amul retailers with distributors is 66% as compared to Saras i.e 70%
6) Retailers prefer Amul over Saras because :-
 Amul provides better quality then Saras
 Amul has high profit margin than Saras in Milk.
 Brand Name
 Facing complaints from Saras supply System.
 To Create brand awareness among customer but with saras.
7) 84% of Retailers in amul get products from Distributor and 86% have an agency.
Remaning 2% of the Retailers have stopped selling Amul inspite of having an Agency.
8) 58% and 62% of Retailers never faced problem of leakage in Amul and Saras
respectively.
9) Retailers were quite satisfied with the price & quality of the product though the Market
of Saras Milk is formed only because of Customer Preference.

44
1.13 CONCLUSION

Marketers are a worried lot. The market is flooded with similar products and offerings which
has created a huge clutter of brands and products. The situation is worse in markets where the
entry barriers are low. Added to this is the entry of private labels by retail giants to cash in on
the consumption opportunity. For a marketer, this situation has multiplied his marketing
expenditure. The focus is on outsmarting the competition by grabbing more share of voice.
To standout from the crowd, marketers are using every tricks of trade. Instead of one
celebrity, now a team of celebrities are endorsing brands. Consumers, on the other hand,
are overwhelmed by this plethora of brands. Instead of simplifying the purchasing
process, brands are now confusing consumers by choices. For brands, the abundance of
choices creates a huge problem of differentiation. Differentiation based on product
features has become a difficult task with competitors taking no time in copying /adopting
that feature. Differentiations based on incremental product improvements /features have
become difficult to develop and sustain in the market. As we know that Amul is very big
organization and market leader in dairy products. It has maximum market share in Milk,
Butter, Cheese & Ice-Cream which are its main/core products. But in case of local
market like Jaipur , the Amul Dairy Milk is not much demanded product as compared to
other Amul Products. With the help of research, company can find out its week points in
its Milk and can increase its market share by rectifying mistakes. People have believed in
Amul‘s product and they will accept it also if effective actions were taken.

45
1.14 SUGGESTIONS AND POLICY IMPLEMENTED

This is competitive world and must never forget that customers have a choice. If they are not
satisfied with a particular brand they will switch to another brand. The pursuit of
highest quality at any price is no guarantee for success, nor is a single-minded cost-cutting
approach. Success can never be taken for granted. Amul must watch and learn from its
competitors. Progress is followed by listening to its customers and by measuring its works
performance. Shortcomings and mistakes must be analysed and corrected. Problems must
be anticipated and prevented before they occur. Amul also must identify and take
advantage of opportunities. We have observed from our extensive hard-work to compile
these pages and after visiting the organization that the company is eager to serve
consumers at its every possible level, consumer services department is the evidence of
such a pursuit from the organization point of view. Presently the company is market
leader in it‘s category(Amul Butter) but it shouldn‘t take it as a complacent attitude
rather capitalize on its good brand To stand still is to fall behind. So it must strive for
continuous improvement in every area. It is through many small improvements as well as
through major breakthroughs that will help achieve excellence. If they do something better, it
must improve its own performance and can achieve competitive advantage through Quality.

Some of the Suggestions are :

• AMUL should reduce the price of Milk as compared to the competitors like saras.
• AMUL need to revisit the product promotion and sale promotion activities to
enhance the visibility of product at retail and increase off take by the consumer.
 AMUL should give more attractive offer to retailer like display, scheme and more
margins on the product to motivate the retailers to push the product in market.

• AMUL should strengthen and stream line the Milk replacement policy from the
retailers as many retailers interviewed complain on this.
• AMUL should keep a regular check on the Distributor and the supply system.

46
1.15 BIBLIOGRAPHY

Books

Kotler Philip(1990), “Marketing Management”, Prentice Hall Publications India, New delhi,
Pp- 123-236.

Edited Books

Parthasarathy,V(2005) Edtd. “Media Planning”, New Directions in Media strategy, John

Marques,

ICFAI Publications,Hyderabad, Pp- 112-115

Journals & News Papers

Rangarajan C(1996), Economic liberalization and financial sector reforms, Economic

Review, Vol.XXXIV (5), Pp.23-25.

E-sources

-http://indianresearchjournals.com/pdf/IJMFSMR/2012/May/14_IJM_MAY12.pdf

-http://www.ifpri.cgiar.org/sites/default/files/publications/an02.pdf
-http://www.amul.com/

47
1.16 ANNEXURE

Interviewer name: ……………………………………….

Date of Interview: ………………………………………
Introduction & Purpose:
Good __________. I'm _____________ from AMUL and the student of FMS-IRM, a student of MBA . I am
conducting a survey as a part of our study to Analyse Market potential and Retail Coverage of
Amul Milk , Jaipur devise a suitable Marketing Strategy for Amul Milk counter competition in
Jaipur Town. I would like to state that there is no right or wrong answers. I am only interested
in your opinion and the information will be Confidential in all cases.

Questionnaire:

Existing Retailers:

Q1) Do you sale Amul Milk ?

A) Yes
B) no

Q2) If yes, do you get satisfied stock of Amul Milk ?

A) Yes
B) no

Q3) How do come to know about Amul Milk ?

A) Through distributors
B) through customers
C) Through other retailers
D) Through advertisement

Q4) Are you a registered shoppe of Amul ?

A)Yes

B)No

48
Q5 ) Do you get any shoppe claim ?

A) Yes

B) No

Q6) How much stock do you keep ?

A) 1-2 crates

B) 2-4 crates

C) 4-6 crates

D) More than 6 crates

Q7) From where do you get Amul Milk ?

A) Distributers

B) Other retailers

Q8) How often you face the problem of leakage ?

A) Regularly

B) Weekely

C)Sometime

D) Never

Q9) Do you have refrigerator facility or not ?

A)Yes

B) No

49
Q10) Are you satisfied with the supply system ?
A) Yes
B) No

Q11) How is distributers behavior with you ?

A) Good

B) Bad

C) Very bad

Q12) Give your rating to following attributes of Amul Milk?

Very good Good Average Bad very bad can’t say

Quality

Brand

Availability

Packaging

Margin

50
Other retailers

Q1) Which brand of milk do you sale ?

F. Amul
G. Saras
A. Lotus
B. Gorakh
C. Reliance

Q2) Why do you prefer the above mentioned brand ?

A) Proper service
B) Customer preference
C) High profit margin
D) Others

Q3) How much stock do you keep ?

A) 1-2 crates
B) 2-4 crates
C) 4-6 crates
D) More than 6 crates

Q4) Have you sold Amul Milk before?

A) Yes
B) No

Q5) If yes why you switched over to other brand ?

A) Customer preference
B) Low margin
C) No replacement for leakage
D) Poor service
E) Others

51
Q6) How much profits do you get on other Milk ?

A) More than amul Milk

B) Less than amul Milk
C) Same as amul Milk
D) No profits

Q7) Do you get any profit apart from regular margin ?

A) Yes
B) No

Q8) How often you face the problem of leakaging of stock ?

A) Yes
B) No

Q9) Do you have referigetor facility or not ?

A) Yes
B) No

Q10) How much money you have deposited as security ?

A) More then 1000

B) More then 2000

C) More then 3000

Q11) Are you satisfied with the distributor?

A) Yes
B) No

52
Q12) If No , why not ?

Q13) Do you want to sale Amul Milk ?

A) Yes

B) No

Q14) If yes, Why you want to sale Amul Milk?

A) Increasing brand awareness

B) Good quality

C) High profit margin

D) Costumer preference

SUGGESTIONS:

53