The project presented here gives a detailed analysis of Retailer penetration of AMUL pouch milk in Kanpur market and the content being provided in terms of services to the customers. Milk is a most perishable item and demand of that product is increase day by day so company have to provide most frequently supply to the consumer . I came to know about how to penetrate the product in the market threw the distribution channels. in this process I had identify that what is the actual demand of the product and what is the actual supply of that product in the market and what will be the effect if


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 To know how they can maximize their sale.

 To know how to increase number of outlets (retailers) in the city of Kanpur.

 To know about retailer as well as consumer satisfaction level.

 To know what retailer wants from any company.

 To know the behavior of the distributor for the retailer side.



 Limited time available for interviewing the respondents. As a result of this it was not possible to gather full information about the respondents.

 When I interviewed children, old-women and old man they are not able give answers according to the questionnaire due to absence of main retailer.

 As summer training is going under summer season so sometimes people are less interested in filling up questionnaire.

 Sometimes the problem which I face is Non-cooperative approach rude behavior of retailer about the ADA and company problem for which I have to make them understand.


Amul Ice cream. the main sources of earning for the farmers of Kaira district were farming and selling of milk. Amul Cheese. which was a privately owned company and 70 . That time there was high demand for milk in Bombay. Amul Milk Powder. Amul Chocolates. Today Amul is a symbol of many things like of the high-quality products sold at reasonable prices. of the genesis of a vast co-operative network. 6 billion in 2005). of the triumph of indigenous technology. Amul Butter. Amul Ghee. In the early 40’s. If the respondents answer does not falls between amongst the options given then it will turn up to be a biased answer. Amul Milk and Amulya have made Amul a leading food brand in India. This union selected the brand name AMUL in 1955. Nutramul. The main supplier of the milk was Polson dairy limited. The brand name Amul means “AMULYA”. Amulspray. of the marketing savvy of a farmers' organization. This word derived form the Sanskrit word “AMULYA” which means “PRICELESS”. This union was started with 250 liters of milk per day. Amul Shrikhand. In the year 1946 the union was known as KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS’ UNION. And have a proven model for dairy development (Generally known as “ANAND PATTERN”). Amul products have been in use in millions of homes since 1946. INTRODUCTION AND HISTORY In the year 1946 the first milk union was established. (The total sale is Rs. A quality control expert in Anand had suggested the brand name “AMUL”. In the year 1955 AMUL was established.

Shri Desai held a meeting at Samarkha village near Anand. who was a leading activist in the freedom movement. the farmers were frustrated.held monopoly over the supply of milk at Bombay from the Kaira district. 70 . However. on 4th January 1946. He advised the farmers to form a society for collection of the milk. This system leads to exploitation of poor and illiterates’ farmers by the private traders. Instead of supplying milk to private traders. They collectively appealed to Sardar Vallabhbhai Patel. Sardar Patel advised the farmers to sell the milk on their own by establishing a co-operative union. Sardar Patel sent the farmers to Shri Morarji Desai in order to gain his co-operation and help. when the exploitation became intolerable. The traders used to beside the prices of milk and the farmers were forced to accept it without uttering a single word.

Verghese Kurien showed main interest in establishing union who was supported by Shri Tribhuvandas Patel who lead the farmers in forming the Co-operative unions at the village level. 70 . It gave the negative response by turning down the demand for the milk. To respond to this action of govt. the farmers of Kaira district went on a milk strike. It was also resolved that the Government should be asked to buy milk from the union. For 15 whole days not a single drop of milk was sold to the traders. without the intervention of Government. the govt. Mr. Since farmers sold all the milk in Anand through a co-operative union. he decided to fulfill the farmers demand. However. As a result the Bombay milk scheme was severely affected.These village societies would collect the milk themselves and would decide the prices at which they can sell the milk. Having seemed the condition. The milk commissioner of Bombay then visited Anand to assess the situation.. Thus their cooperative unions were forced at the village and district level to collect and sell milk on a cooperative basis. it was commonly resolved to sell the milk under the brand name AMUL. The Kaira district milk producers union was thus established in ANAND and was registered formally on 14th December 1946. did not seem to help farmers by any means. The district union was also form to collect the milk from such village co-operative societies and to sell them.

At the stage 250 initial only liters of milk was collected everyday. there was a fear of spoiling of milk. Milk is collected from almost 1073 societies. Today Amul collect 11 lakhs liters of milk everyday. To overcome this problem the union thought out to develop the chilling unit at various junctions. Thus. Since milk was a perishable commodity it becomes difficult to preserve milk flora longer period. today Amul has more than 150 chilling centers in various villages. Besides when the milk was to be collected from the far places. which would collect the milk and could chill it. But with the growing awareness of the benefits of the cooperativeness. so as to preserve it for a longer period. 70 . the collection of milk increased.

Shri Pandit Jawaharlal Nehru. Contrary to the traditional system. 50 millions for factory to manufacture milk powder and butter was planned. What's more. PEOPLE POWER: AMUL'S SECRET OF SUCCESS The system succeeded mainly because it provides an assured market at remunerative prices for producers' milk besides acting as a channel to market the production enhancement package. 70 . the president of India laid the foundation on November 15. the system ensured that the profit goes to the participants for their socio-economic upliftment and common good. Looking back on the path traversed by Amul. it does not disturb the agro-system of the farmers. when the profit of the business was cornered by the middlemen. of New Zealand under the Colombo plan. assistance from the govt. It also enables the consumer an access to high quality milk and milk products. Dr. of Rs. 1955. the prime minister of India declared it open at Amul dairy on November 20. 1954.With the financial help from UNICEF. the following features make it a pattern and model for emulation elsewhere.Rajendra Prasad.

by prudent use of men. processing and marketing of milk.M. better feeds and the like . In that sense. provision of technical inputs to enhance milk yield of animals. the artificial insemination service. in the rural sector for the common good and betterment of the member producers and • Even though. material and machines. veterinary care.M.C. • Plough back the profits.all through the village societies.Amul(G. • Bring at the command of the rural milk producers the best of the technology and harness its fruit for betterment. The Union looks after policy formulation.F. growing with time and on scale. Amul is an example par excellence. • Provide a support system to the milk producers without disturbing their agroeconomic systems. Basically the union 70 . it has remained with the smallest producer members.) has been able to: • Produce an appropriate blend of the policy makers farmers board of management and the professionals: each group appreciating its rotes and limitations. of an intervention for rural change.

butter. Fourth plant is at Khatraj. 2 in the world.and cooperation of people brought Amul into fame i. flavored milk and buttermilk. 13 dairies are producing different products under the brand name Amul. which is matter of proud for Gujarat and whole India. PLANTS First plant is at ANAND. 70 . which engaged in manufacturing chocolate. ghee. Today Amul dairy is no. which engaged in the manufacturing of milk. Today. Second plant is at MOGAR. nutramul. a name which suggest THE TASTE OF INDIA. milk powder. Amul Ganthia and Amul lite. Third plant is at Kanjari. AMUL (ANAND MILK UNION LIMITED).e. which produces cattelfeed. which engaged in producing cheese. 1 dairy in Asia and no.

The intention was to offer consumers quality products of fair prices and to do so by achieving economics of scale and costs. The intention was to help member unions develop adequate production and processing facilities. The intention was to create and expend a milk grid to maximize the availability of liquid milk. The seeds of our Gujarat Co-operative milk marketing federation were sown in November 1973 with the simple intention of ensuring a fair return to tile producers. The intention was to receive all the milk offered by them. 70 . The intention was to process all the milk received. 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. The intention was to develop a product -mix that would promote sustained growth.COMPANY PROFILE Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products marketing organization.

The intention was that milk Co-operatives would play an ever increasing role in the rural economy.M. This company collect the milk from there share holders about 30-lakh Liters per day in the pure from at 13.) Company there are 17-lakh farmers of Gujarat are shareholders of Amul. providing gainful employment to large number of producers. The intention was to create a structure owned by farmers that would. 70 . The intention was to raise producer awareness that they could mange their own affairs through Co-operatives that they controlled.C.M.F. with time. The intention was to establish a marketing and distribution system that would reach every corner of the country with our products. And the intention was that the highest levels of consumer confidence would be reposed in the brands called Amul and Saga(In the chocolate unit camp co chocolate is sold under Amul brand name) It is fully made for the consumer by the consumer. This company has three tier of system. In the Amul(G. be the farmer’s best friend.places in the Gujarat.

70 . and in the field products are sold under the brand name of Amul and Sagar.C.M. After the processing of the milk this member union send the products to the federation division for marketing behind the brand G. COMPANY DREAM     Achieve 50% market share.F. Placement of point of purchase in 100% outlets.M. Ltd.F Ltd.M.) In the sense of three tier of system company collects the milk from village Co-operative by there 17-lakh farmer (Share holders) at the 13.member union in Gujarat for the separation in the form of Liquid and Gel. Village Co-operative  Member union.C.  Federation (G.M. 52554 Rs (million) & 1325 US $ (in million) Turn over by 2007-08 and 1000 Crores turnover by 2010. Outlet of strategic points.

In 1999 it received Rajiv Gandhi National Quality Award for the year. 70 . Workshops on SQC(Statistical Quality Control) have been conducted across the member dairies to achieved total quality in the production process.TQM POLICY In 1994 federation had embarked on the TQM(Total Quality Management) . More than 25000 Kaizen’s (Small improvement in work areas) where made by the federation indifferent areas. More than 225 Amul Quality circles have been created though the length and breadth of the country. These efforts are the secrets of Amul top quality product.

(AMUL) • • • • • • • • • • Customer orientation Co-operation Quality Belongingness Commitment to producers Excellence Innovation Pride in organization Integrity Leadership Growth Orientation-New Products Employees Satisfaction 70 .VALUE OF THE GCMMF LTD.

Programmed under the aegis of the former Chairman of the board Dr. 70 . Operation Flood has led to the modernization of India’s dairy sector and created a strong network for procurement processing and distribution of milk by the co-operative sector. The main thrust of Operation Flood was to organize dairy co-operative in the milk shed areas of the village.OPERATION FLOOD The transition of the Indian milk industry from a situation of net import to that of surplus has been led by the efforts of National Dairy Development Board’s Operation Flood. Launched in 1970.V. Per capita availability of milk has increased from 132 gm per day in 1950 to over 220 gm per day in 1998. and to link them to the four Metro cities.Kurian.

but have also led to the emergence of dairying as an important source of employment and income generation in the rural areas. The efforts undertaken by NDDB have not only led to enhance. 70 . longer lactation periods. a few other countries have also replicated the model of India’s White Revolution. Establishment of milk collection centers and chilling centers has enhanced life of raw milk and enabled minimization of wastage due to spoilage of milk. What does the Indian Dairy Industry has to offer to Foreign Investors? India is a land of opportunity for investors looking for new and expanding markets. It has also led to an improvement in yields.which are the main markets for milk. etc through the use of modern breeding techniques. shorter calving intervals. improvement in methods of processing and developing of a strong marketing network. Operation Flood has been one of the world’s largest dairy developments programmed and looking at the success achieved in India by adopting the cooperative route. Production.

Dairy food processing holds immense potential for high returns. Among several areas of potential participation by NRIs and foreign investors. according to various studies on the subject. Growth prospects in the dairy food sector are termed healthy. Indonesia. Hong Kong and other countries in the region. Along with an export potential in the Middle East. Korea. 70 . Thailand. key elements of free market system • • • raw material (milk) availability an established infrastructure of technology supporting manpower An entrepreneur’s participation is likely to provide attractive returns on the investment in a fast growing market such as India. Malaysia. The basic infrastructural elements for a successful enterprise are in place. Singapore.

M.BOARD MEMBERS Shri Ramsinh Prabhatsinh Parmar Shri Rajendrasinh Dhirsinh Parmar Shri Dhirubhai Amarsinh Zala Smt. Vyas Shri Deepak Dalal Shri Rahul Kumar Chairman Vice-Chairman Director Director Director Director Director Director Director Director Director Director Managing Director G. M. Sarayuben Bharatbhai Patel Shri Ranjitbhai Kantibhai Patel Shri B. Mansinh Kohyabhai Chauhan Shri Maganbhai Gokalbhai Zala Shri Shivabhai Mahijibhai Parmar Shri Pravinsinh Fulsinh Solanki Shri Chandubhai Madhubhai Parmar Shri Bhaijibhai Amarsinh Zala Shri Bipinbhai Manishankar Joshi Smt.C.F District Registrar Managing Director Amul products have been in use in millions of homes since 1946.M. • • Amul Butter Amul Milk Powder 70 .

• • • • • • • • Amul Ghee Amulspray Amul Cheese Amul Chocolates Amul Shrikhand Amul Ice – cream Nutramul Amul Milk 70 .

AMUL(G.40 Rs314.50 Rs 6.50 Rs 5.0 0 Rs126.00 Rs 5.00 Rs 5.F.00 70 .16 12LIT’s Rs10.C.M.M.20 Rs22.16 12LIT’s Rs21.) POUCH MILK GOLD TAZA BUTTER MILK S.00 12LIT’s Rs5.16 12LIT’s Rs26.00 Rs 5.N O 1 ADA CRATE (12 LIT’s) 2 3 4 5 ADA MARGIN CRATES VOLUME RETAILERS PRICING MARKET PRICE(M.16 12LIT’s Rs4.P) RATE 1LIT 500ML 1LIT 500ML 200ML 500ML PER Rs314.50 Rs6.60 Rs11.40 Rs254.R.40 Rs254.00 Rs 5.20 Rs27.4 0 Rs258.10 Rs13.16 12LIT’s Rs 13.30 Rs4.

M.Present Amul(G.F.M. It remove all the harmful bacteria from milk.Fe.Mg. PASTEURIZATION: It is the process of heating milk to 70 degree Celsius for 15 second and then cooling down.I Pigments Dissolved Gasses Vit B & B12 Enzymes .) Pouch Milk & Price Constituents of milk Fat Water SNF True Fats Substances associated with fat Lecithine Cholesterol Carotene Vitamins A.C.Citrates NaCl. which is not done in loose milk. 70 .K&E Lactose Proteins &other Minerals Minor Constituents Caseine Whey Proteins Phosphates.D.

• Amul Gold Full Cream Milk 6% fat.Types of Fresh Milk: • Amul Taaza Toned Milk 3% fat .0 gm .5 mcg 65mcg 70 .0 gm 3.7 gm 16 mg 5. • Amul Smart Double Toned Milk 1.5% fat . • Amul Shakti Standardized Milk 3% fat . AMUL GOLD Serving size Energy Energy from fat Total fat Saturate fat Cholesterol Total carbohydrate Added sugar Protein Calcium 500ml 87Kcal 6gm 3.3 gm 150 gm 54 Kcal Phosphorus Sodium Thiamine Riboflavin Niacin Folic acid Vit A(Retinol) 130 mg 50 mg 42 mcg 120 mcg 100 mcg 7.

7 gm .5 mcg 32 mcg AMUL BUTTER MILK Serving size 500ml 70 .1 gm 150 gm 27 Kcal Phosphorus Sodium Thiamine Riboflavin Niacin Folic acid Vit A(Retinol) 130 mg 50 mg 42.9 gm 8 mg 4.5 mcg 120 mcg 100 mcg 7.0 gm 3.AMUL TAZA Serving size Energy Energy from fat Total fat Saturate fat Cholesterol Total carbohydrate Added sugar Protein Calcium 500ml 58 Kcal 3 gm 1.

No. of Village: No. It is a state level apex body of milk cooperatives in Gujarat which a 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.5mcg COMPANY STRUCTURE Gujarat Cooperative Milk Marketing Federation (G.4 lack 70 lack 70 .1 gm 26 Kcal 9 Kcal Calcium Phosphorus Thiamine Riboflavin Niacin Folicacid 91 gm 79 mg 25 mcg 73mcg 61 mcg 4.Energy Energy from fat Total fat Saturate fat Sodium Total carbohydrate Added sugar Protein 1 gm 0. of Village Societies: No.0 gm 2. of Farmers: 13.C.M.3 gm .141 6.5 gm 30 mg 2. 13 district cooperative milk producers Union.F) is India’s largest food products marketing organization.M.

59 billion liters 5.86 billion liters 1.68 billion liters 70 .5 crore lit/day .7 million liters per day 1.23 billion liters 7.15 crore Lit/day 6.Dairy plant: Manufacturing plant: Sales office: Depot (warehousing): APO’s: WD’s ADA Producing milk Use in milk: Use in milk product Total Milk handling capacity: Milk collection (Total – 2001-02): (2002-2003): (2003-2004): Milk collection (Daily Average (2001-2002): (2002-2003): (2003-2004): (2006-07): 30 13 47 48 3000 3000 2200 1.08 billion liters 5.67 billion liters 1.35 lack lit/day 1.94 billion liters 4.


they are facing tough competition from local companies. DISTRIBUTION NETWORK GCMMF Ltd. the problem environment was as follows :  How to increase number of outlets in the city of Kanpur. As here the number of outlets was less. PROBLEM BEING FACED: Problem being faced are as follows:  As the distribution channel of the Amul is not up to the mark. which are providing prompt services.  Distribution Pattern: As to analyze it.  Sales Maximization: Amul is not getting the sale which it should get. 70 . (Amul) has very strong and wide distribution network which spread all over India and foreign countries.A Critical Analysis.

ordinate a unique programme called "AMUL YATRA" for almost every federation stocking philosophy of and progress. salesman from allover the country to Anand for a training program focused on philosophy and developing their selling skills the federation DISTRIBUTION NETWORK CHART HEAD OFFICE 70 .The federation operate and efficient distribution infrastructure consisting of 47 sales offices. Federation also co. the culture of for exposing the federation co-operation all well as operational system The federation also invited distributors. catering to 2300 ADA.s(Area delivery agent) distributors and 5 lakhs retailers.

10 Anand -388001 DOMESTIC MARKETING : For domestic marketing the federation has divided the whole country into six zones. Box. They are ---------- H.ZONAL OFFICE DEPOT DISTRIBUTORS RETAILORS ENDUSER Head Office:Amul Dairy Road P.O.O ANAND ZONE 70 .

 DELHI ZONE  MUMBAI ZONE  CHENNAI ZONE  CALCUTTA ZONE  GUHATI Federation's Head office is in Ahmadabad: SALES OFFICES: Asansole Jaipur 70 .

Agartala Jammu Bannerol Jorhat Bhayandra Kozhikode Cochin Kanpur Coimbatore Kundli Cuttak Nagpur Dimapur Naini Daman Mohali Patna Ghaziabad Pune Guwahati Port Blair Gorakhpur Parwanoo 70 .

MOTHER DAIRY Village-ghat MARKETING RESEARCH 70 .A.Hubli Raipur Hyderabad Ranchi Indor Sambalpur Imphal Shillong Vishakhapatanam Varanasi OVERSEAS OFFICE: Dubai. U.E.

Coundiff Still. DEFINITION “Marketing research is a systematic gathering. recording and analysis marketing problem to facilitate decision making. the competition and the marketing environment. MAIN STEPS INVOLVED IN MARKETING RESEARCH 70 .” . Starting with market component of the total marketing talks. model building and fact finding for the purpose of important decision making and control in the marketing of goods and services. Phillip Kotler.Marketing research plays an important role in the process of marketing. “Marketing research is a systematic problem analysis. It helps the firm to acquire a better understanding of the consumers.

Identify the problem. Follow-up the study. marketing elements and company elements. Decide research methods.Defining the Marketing Problem to be tackled and identifying the market research problem involved in the task. (1) DEFINE THE PROBLEM AND ITS OBJECTIVES :- This includes an effective job in planning and designing a research project that will provide the needed information. (1) (2) (3) (4) (5) (6) (7) (8) Define the problem and its objectives. Prepare research report. Determine the information needed. Determine the sources of information. It also includes the establishment of a general framework of major marketing elements such as the industry elements. (2) IDENTIFY THE PROBLEM :- 70 . competitive elements. Tabulate. Analyze and interpret the data.

g. directly – e. the manufacturer. the wholesaler and the retailer try to find out four things namely:-  What to sell  When to sell  Where to sell  How to sell (4) DETERMINE THE SOURCES OF INFORMATION :-  Primary Data:. advertising by means of library consultation and extensive interviewing of company’s officials.Primary data are those which are gathered specially for the project at hand. through questionnaires & 70 . (3) DETERMINING THE SPECIFIC INFORMATION NEEDED :- In general the producer. its business. its products and market environment.Identifying the problem involves getting acquainted with the company.

SURVEY METHOD :- 70 . reports & journals. Source are internal company records. collection of primary data become necessary. professional and business associations publications & reports. buyers. reports & publication. Primary data sources include company salesman.These are generally published sources. DECIDE RESEARCH METHODS FOR COLLECTING DATA :- If it is found that the secondary data cannot be of much use. government publication. consumers. Three widely used methods of gathering primary data are A) Survey B) Observation C) Experimentation A.  Secondary Data:. middleman. which have been collected originally for some other purpose. trade association’s executives & other businessman & even competitors. trade.interviews.

information gathered directly from individual respondents. attempting to control all factors relevant to the problem. THE PANEL RESEARCH:- 70 . EXPERIMENTAL METHOD :- This method involves carrying out a small scale trial solution to a problem. OBSERVATION METHOD :- The research data are gathered through observing and recording their actions in a marketing situation. B. This technique is highly accurate. C. It is rather an expensive technique. The main assumption here is that the test conditions are essentially the same as those that will be encountered later when conclusions derived from the experiment are applied to a broader marketing area. while at the same time.In this method. either through personal interviews or through mail questionnaires or telephone interviews.

c) The objectives of research. size. and the information obtained to find out if there has been any in their taste demand or they want any special quality. ANALYSIS AND INTERPRET THE DATA :- The report must give/contain the following information:- a) The title of research. color.In this technique the same group of respondents is contacted for more then one occasion. a) Preparation of questionnaire b) Presetting of questionnaire c) Planning of the sample TABULATE. packing in the product. e) Organization and the planning of the report f) A table of contents along with charts and diagrams used in the reports 70 . b) The name of the organization for which it has been conducted. d) The methodology used.

instructions.) RESEARCH DESIGN 1.g) The main report containing the findings h) Conclusion arrived at end recommendations suggested i) Appendices (containing questionnaire / forms used sample design.  Seek the general perception of retailer towards AMUL MILK.  To find the performance of AMUL MILK vis-à-vis other Brands. RESEARCH PROBLEM  Increase the awareness level of AMUL . 70 .  To know the retailer psychology and their behaviour towards AMUL MILK.

RESEARCH OBJECTIVES & RELATED SUB OBJECTIVES  To know the relationship of sales with the retailer. I had to know about all the competitors present in the Amul milk Segment (Reputed and well established brands as well as Local brands). INFORMATION REQUIREMENT  First.  To know awareness of people towards Amul milk.  To know the factors which affects buyer’s buying behaviour to purchase milk.  To know the preference of Amul milk with comparison to Other competitive brands.  To know in which area of segment Amul milk are mostly like/preferred.  To know which area is not responding the Amul sale up to the mark.2. 3. 70 .

and their weakness will help the student to select the type best suited to a specific problem. Hence I had to trace the market and segment it. which mainly deals with various type of retailer which may be big or small. The two general types of research are: 70 .So know about the basic information regarding to milk. Before going for the survey I had to know the comparative packs and Prices of all the competitors existing in the market. their applicability. CHOICE OF RESEARCH DESIGN – ALTERNATIVES & CHOICE Despite the difficulty of establishing an entirely satisfactory classification system. the main information needed is the various types of milk available in the market. it is helpful to classify marketing research on the basis of the fundamental objectives of the research.  As milk is different product. their calorific value and various other facts. Consideration of the different types.  Since milk is a product that basic need of every people and family. their strengths. They can be termed as : 4. It is most perishable item in FMCG .

CONCLUSIVE RESEARCH Conclusive studies attempts to determine the frequency with which something occurs or the relationship between two phenomenons. Usually conclusive studies assume certain under underlying characteristics of the market or have some precise statement of research questions/hypothesis. emphasis on discovery of ideas. Some interviews are conducted in person. what they think of. and others by mail. 5. the questionnaire method has come to be the more widely used of the two data collection method. Thus. Marketing researches devote a significant portion of their work on exploratory studies when very little is known about the problem being examined. the natural procedure is to ask them. Each of these 70 .EXPLORATORY RESEARCH Exploratory research seeks to discover new relationship. television commercials. and then proceeds to ask a series of questions. or why they buy particular brands of cars. others by telephone. RESEARCH INSTRUMENT USED . Many consumers are now familiar with the telephone caller who greets them with “We are making a survey”.DETAILS & WHY? If one wants to know what type of dentifrice people use.

The choice among these alternatives is largely determined by the type of information to be obtained and by the type of respondents from whom it is to be obtained. mails and telephonic interviews. written or oral. Questionnaire can be used for the personal interviews. Questionnaire in the project consists of:  Multiple choice questions  Dicthomus 70 . has a number of pervasive advantages and disadvantages. however. A questionnaire consists of list of questions to be asked from the respondents and the space provided to record the answer / responses. Discussion of particular variations will be more meaningful if these characteristics of the general methods are brought out first. The common factor in all varieties of the questionnaire method is this reliance on verbal responses to question. focus groups. The questionnaire method in general.has its special advantages and disadvantages and limitations.

It is faster. They introduce the subject and obtain general reaction. OPEN END QUESTIONS: In this type respondents are free to answer in their own words and express the ideas they think are relevant.MULTIPLE CHOICE QUESTIONS: Questions of this type offer the respondents an alternative to choose the right answer among others. such questions are good as first questions or opening questions. time saving and less biased. DICTHOMUS: 70 . It also simplifies the tabulating process.

6. SAMPLING METHODS 70 .rather than individually -. In the probability sampling methods. Sampling methods in which universe elements are chosen in groups ---. In marketing research practice. That means the answer can only be either ‘Yes” or ‘No’. They are widely used in the sampling of human populations. a type of sampling is called area sampling may be the only practically feasible form of probability sampling.e. SAMPLING TECHNIQUE USED & SAMPLE SIZE . rather than to choose sample items individually. it will sometimes be more expedient to select clusters or groups of universe elements. Cluster and convenience. each items in the sample is chosen one at a time from a complete list of universe elements.are called cluster-sampling methods.WHY? Sample design is a definite plan of obtaining some items from the whole population. The sample design used in this project is two state sampling i. These answers are straightforward and respondents have to answer them in a straight way.These are the questions which are Boolean in nature. When no complete universe listing exists.

CONVINIENCE SAMPLING This type of sampling is chosen purely on the basis of convenience and according to convenience. 70 .Sample design is a definite plan of obtaining some items from the whole population. cluster sampling and convenience sampling. The whole city was divided into some geographical areas like • • • • East Kanpur. The total sample size was 100. I visited that are which is situated in main market and there I got easily maximum number of retail outlets. CLUSTER SAMPLING Here the whole area is divided into some geographical area and a definite number of retailers were to be surveyed. The sample design used in this project is whole Kanpur (U.P) sampling i. South Kanpur and I have chosen Kidwai Nagar and Keshav Nagar . Kidwai Nagar etc. West Kanpur North Kanpur.e.

6. etc 3. Sampling Technique :Non probability sampling (A non probability samplitechniqis that in which each element inthe Population does not have a equal chance of getting selected) 2. 70 . Area of Sample : Kidwai Nagar & Keshav Nagar. Data analysis method : Graphical method. superstores.Direct interview through : Questionnaire. 5. Sample size : 100 respondents (South Kanpur) 4.SAMPLING 1. Sample Unit : Retailer who sold the pouch milk in retail outlets.

7. Timing of survey

: 6:00 am to 10:00 am

8. Reported time in office

: 3:00 pm to 5:00 pm


Questionnaire was prepared keeping the objective of research in mind.

Questions were asked to respondents as regards to there willingness to purchase Chocolates.

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

Collect the information threw the DMR(Daily Market Report)

In order to get correct information I had to approach retailer in entire Kanpur.

1. East Kanpur. 2. West Kanpur. 3. South Kanpur. 4. North Kanpur.


I visited as many respondents as I can and asked them their real likings and disliking about any milk and also got an idea, what’s the retailer wants to the company and how a milk market should be?

It is really a Herculean task to understand Retailer behavior.

People were not willing to answer, when they were contacted between 11:00 am to 8:00 pm, the time when most of the people have not open the shop in early morning.

1. Kedranchal Colony 2. Yashoda Nagar 3. Keshav Nagar 4. Barra-6 5. Gulmohar Vihar 6. Dabuali 7. Basant Bihar 8. Krishna Nagar 9. Shyam Nagar 10. P.A.C. Road


11. Govind Nagar 12. Kidwai Nagar 13. Babupurwa 14. Saket Nagar 15. R.B.I. colony 16. Nobasta. 17. Bekanganj 18. Koylanagar 19. Bhavaninagar 20. P-road

List of Retailer in Sample Area:

 Annapurna Provision Store.  Shivam General Store.  Prabhat Provision Store.  Shukla Provision Store.  Mahesh General Store.


 Shyama General Store.  Prabhat General Store.  Anand General Store.  Gopalji General Store.  Suneel Provision Store.  Shanti Provision Store.  Maa Annapurna General Store.  Virendra General Store.  Baba Anandesvar Dugdh Bhandar.  Prakash General Store. Aman Store.  Maa Veshnav Provision Store.  Piyush Provision Store. 70 .  Bajpai Provision Store.

GRAPHICAL ANALYSIS  What is your average sale per month? 70 .

and 5% are selling more than 3.000 Rs.RUPEES INFRENCE : - It was found that 45% retailers are selling (0-1.000-3. Milk 30% (1.000-2.000) Rs.000) Rs. 20% (2.  Which brands of Milk have in your shop? INFRENCE :- 70 .000) Rs. milk per day.

INFRENCE :- 70 . 15% only Parag .3% only verifresh and 42% are selling more than one brand of milk.It was found that 40% retailers are selling only Amul milk .  Those retailers who were not selling pouch milk when we asked that you are interested in selling Amul pouch milk.

70 .It was found that 64% retailers are ready to sell Amul milk and 36% are not ready to sell Amul milk.

70 . 54% very good and 8% excellent. Customer opinion about Amul Milk? INFERENCE :- It was found that customer opinion for Amul milk is good 38%.

 Which brand provides best distribution service in milk? INFRENCE:- It was found that 40% retailer are satisfy with the distribution of Amul milk. 70 .48% are satisfy with the distribution of Parag and 12% are satisfy with the distribution of verifresh .

 Who are best competitor of Amul milk? INFRENCE :- It was found that Amul is facing 86% competition from Parag and 14% from Verifresh . 70 .

 To whom do you like to deal? INFRENCE :- It was found that 65% are like to deal with distributor and rest of them like to deal with company. 70 .

 Which time is preferred for the order INFRENCE :It was found that 32% retailer preferred at afternoon and 68% at morning order. For the 70 .

 Is there any problem regarding the Amul milk? INFRENCE :It was found that 66% retailer had not a problem regarding Amul milk and had problem. rest of them  What do you prefer to pouch milk? 70 .

INFRENCE :It was found that 42% consumer prefer to availability. 28% quality. FINDINGS  During the survey it was found that still there are 83% people uses loose milk. 70 . 22% price and 8% taste in pouch milk.

Boards. Amul is not providing the leakage facilities to the ADA so that retailer is not satisfied with the ADA due to profit margin.  People who have tasted Amul milk are not ready to purchase any other milk brand. wall painting. etc. ice-box.  More leakage problem is happen in brand of amul milk due to excess capacity of milk(12lit /crates) while Parag is providing 10 lit /crates  In its advertisement is not using any brand ambassador which attracts all age group people.  I find the main thing is that “Amul” brand name has very good image in consumer’s mind and they consider it as Pure & Good Product.e.  Retailer margin is less in comparison to there competitor brand Parag. SUGGESTIONS 70 .  There is lake of Sales Promotional Activities i.

 Company should provide only 10 lit/crate milk therefore short out the leakage problem. 70 . promotional policies.  Company should work in the packaging of milk therefore short out the leakage problem. particularly regarding advertisement. In order to maintain and increase the sales in the city of Kanpur. the following recommendations regarding Amul milk. etc. It shows that there is only need to give advertisement only to rememorize customers. distribution. due to ice box there sale is less  First and foremost Amul should take proper action in order to improve the service of distribution networks therefore retailer get the supply on time(not before the time and not after the time). Because Amul has very strong brand name. are hereby suggested:  Amul should provide the ice box for those retailer they don’t have fridge but they have good demand of milk .  Though Amul milk advertisements are rarely shown on television yet many people could recall it as per the data of research.

the other players such as Parag.00 in 1 Lit packaging therefore consumer will purchase the 1lit milk pack in comparison to competitor brand CONCLUSION As we know that Amul (G.) is very big organization and market leader in dairy products.M. Butter and Cheese. which are its main/core products. Company should reduce Rs1. As we know Amul is a co-operative organisaion but milk industry is a profitable industry we can’t ignore it. People have believed in Amul’s product and they will accept its fresh milk also if effective actions were taken. and Verifresh provide a better availability and give competition to the hilt due to local brand .  In comparison to Amul milk.F. The survey resulted into following conclusions :  Amul must come up with new promotional activities such that people become more aware about Amul milk .C.M. company can find out its week points in milk segment and can increase its market share through rectify mistakes. It has maximum market share in Milk. 70 . With the help of research.

Questionnaire Name of Retailer: ……………………………………………………………………… Name of retail shop ……………………………………………………………………………………………… Address: 70 . People are mostly satisfied with the overall quality of Amul milk. but for the existence in the local market Amul must use aggressive selling techniques QUESTIONNAIRE I am a student of PGDM(BM) from “ASM’S INSTITUTE OF INTERNATIONAL BUSINESS AND RESEARCH PUNE” Conducting a survey on “Retailer Penetration Amul Milk in Kanpur”.

What are your average sales per day? (a) 0-1000Rs. (c) 2000-3000Rs. 2. Which brands of Milk have you in your shop? (a) Amul (b) Parag (c) Verifresh (d) More than one 3. (b) 1000-2000 Rs. Which brand is preferred by customer? (a) Amul (b) Parag 70 .………………………………………………………………………………………………… …………………………………………………………… ContactNo: ………………………………………………………………………………… 1. (d) More than 3000 Rs.

Average customer demand of different brands of Milk? (a) Amul (c) Verifresh (b) Parag (d) Others 7. Those retailers who were not selling pouch milk when we asked that you are interested in selling Amul pouch milk.(c) Verifresh (d) Others 4. (a) Yes (b) No 6. Customers opinion about Amul Milk? (a) Good (b) Very good (c) Excellent 5. Distribution of Amul Milk? (a) Good (b) Very Good (c) Bad 8. Which brand provides best distribution service? 70 . Who are best competitors of Amul milk? (a) Parag (b) Verifresh 9.

To whom do you like to deal? (a) Distributors (b) Company 11.(a) Amul (b) Parag (c) Verifresh 10. What do you prefer to pouch milk? (a)Quantity (b) Price (c)Taste (c) Availability THANK YOU _________________ ______________ ____________ 70 . Is there any problem regarding the Amul milk? (a) Yes (b) No 13. Which time do you prefer for order? (a) Morning (b) Evening 12.

com 3.amuldairy.amul. www. C. 2.Boyd. www. Kothari ) 70 .marketresearch. R.BIBLIOGRAPHY 1. Research 4. ( Harper W.

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