DECLARATION

CONTENT
1. .CHAPTER-1
INTRODUCTION 01-15

THE MARKET SEGMENT

3. CHAPTER-2
16-18
1. LITERATURE REVIEW
4. CHAPTER-3
19-22
1.RESEARCH METHODOLOGY
5. CHAPTER-4
1. ANALYSIS AND INTERPRETATION 23-31
GRAPHICAL REPRESENTATION OF DATA
6. CHAPTER-5
32
1.OBSERVATIONS AND FINDINGS
7. CHAPTER-6
33
1.SUGGESTIONS
8. CHAPTER-7
34
 CONCLUSION
9. CHAPTER-8
39
BIBLIOGRAPHY
10. CHAPTER-9
40
APPENDIX

The questionnaire was designed by us and also with the help of panel members of Amul.

Determination of sources of Data collection:

A list of retailers were generated area wise and later on contacted individually.

Sampling procedures:

  The procedure employed for conducting the survey is on random basis.

  The database was referred for carrying out the survey. First the areas to be covered
were decided and then the respondents were contacted directly.
  As the respondents filled the sheets, his/her view relating to his expectation was
also noted. This was done with the aim to gather the information, which would
provide related and relevant insights as to what did the customer expect.

Tools for the Data Collection:

For the collection of primary data one to one interview method with the help of well
structured questionnaire with both open and closed ended questions were used.The survey of
all retailers was conducted and their responses were taken down carefully with the help
questionnaire.

Tools for Data Analysis:

For the purpose of analyzing the data statistical tools such as weighted average method and
percentage analysis were used.For better understanding the raw data tools like bar graphs and
pie charts were used.

Limitations:

The sample size: The biggest limitation of the research is the wide area of bargarh region.
Only 30% of the entire area was considered for the research.

1. The sample size was too small when we take the universe into the consideration, which is
ve

3. Though the data is collected in a best possible way but still the above figures depict the
performance of the company.

4. The sample selected wasdone on random basis and taken from few selected areas that are
supposed to represent the whole population. Hence some deviations might be there when the
same is applied to the whole universe.

5. Retailers did not provide the real data for the study.

6. Retailers are scattered all over BARGARH city and its very difficult to locate and contact
each of them.

7. The big retailer are not ready to fill up the questionna

RESEARCH DESIGN

Identify the Problem

“To study the market segmentation of Amul chocolate&Shrikhand

Designing of Research Procedure

Procedure employed for survey is on random basis.
Areas to be covered were decided and the respondents were
 Defining Methods of Data Collection

Primary data Secondary data

Questionnaire Collection of Data from websites,

Prepared manuals and company records

Surveyed 950 retail outlets in Bargarh

city

competitors Market Share(%)

No of respond
CADBURY 48% 63

AMUL 16% 70

NESTLE 18% 20

OTHERS 18% 7

total 100 100

Explanation:

From the fig.1, we can see that, Amul faces a tough competitoneith the leaders from
chocolate industry like Cadbury & Nestle. Cadbury leads the market of Chocolates with a
market share of 48% and Amul with a share of mere 16%.
PIE DIAGRAM SHOWING THE MARKET SHARE OF SHRIKHAND
IN BARGARH REGION

Fig.2

Sales
Amul Warna
30% 20%

Gagangiri
10%

Chitale
40%

COMPETITORS MARKET SHARE NO OF RESPONDS

AMUL 30% 46
 WARNA 20% 39

GAGANGIRI 10% 7

CHITALE 40% 8

Total 100 100

Explanation: From the fig.2, it shows the market share of shrikhnad in Bargarh region.
The fig. clearly reflects that the share of Amul Shrikhand holds a good position after Chitale.
The market share is about 30% of Amul, 40% of Chitale , 20% of Warna& 10% of Gagangiri

BAR CHART SHOWING THE DEALER MARGIN FOR CHOCOLATES

IN BARGARH REGION

Fig.3

DEALER'S MARGIN FOR CHOCOLATES IN

BARGARH REGION

10%
8%
6%
4%

CADBURY AMUL NESTLE OTHERS

COMPETITORS DEALER’S MARGIN NO OF

RESPONDS
CADBURY 8% 8.86

AMUL 4% 4

NESTLE 5.86% 5
 OTHERS 10% 10

Total 100 100

EXPLANATION: From the fig.3, it reflects that the dealer margin is quite low for Amul
Chocolates as compared to Nestle & Cadbury with a dealer margin of 6 and 9 points
respectively.

BAR CHART SHOWING THE DEALER MARGIN FOR SHRIKHAND

IN BARGARH REGION

Fig.4

DEALER MARGIN OF SHRIKHAND IN

BARGARH REGION
12.00%

10.00%

chitale
8.00%
amul
gaganagiri
Others
6.00%

4.00%

2.00%

0.00%
maraket

EXPLANATION:

From the Fig.4, it shows the dealer margin for Shrikhand market in Bargarh
region.the fig clearly reflects that the dealer margin of shrikhand holds a
good position after chitale the market dealer margin is about 10% of chitale,
8% of amul 6% of gaganagiri and 4 % of other.as per comparetive margin
study,shrikhand leads more than 10% that is 12%

CHAPTER-5
OBSERVATIONS AND FINDINGS

On the analysis of data following were the findings

In the survey of each outlet I found that availability of Amul Shrikhand is more than
other brand.
The service provided by Amul to retailer is very good comparing with other brand.
The quality of Amul Chocolate and Shrikhand is very good comparing with other brands.
Amul Shrikhand sales is more than any other brand.
At most of the outlets, employees are not satisfied even dealers also.
According to them, Amul only takes action for customer satisfaction but for the outlets
employee’s satisfaction, Amul tries to avoid it.
In retail outlets customers focus on quality of products and not on service given by them.
Customer trust on brand of product and name of company while purchasing the product.

Retailers feedback
The survey we carried out among 950 retailers for Amul Chocolates and Shrikhand was a
great success in finding some important feedback. The survey we carried out was a face
to face interview with retailers and customer.
Pricing

a. Many retailers want more margins on Amul’s Chocolate and Shrikhand.

b. Some said that the price should be in round figures.
c. Some said the price should be less.
 Product Quality

d. Majority of the people said that the quality of Amul Chocolate and Shrikhand
is very good.They don’t have any problem regarding this.

e. Many said that Amul should maintain its quality in coming years.

CHAPTER-6
SUGGESTIONS

It is said that the ‘line to perfection never exists’, in a way it suggests that
continuous improvement and development is essential to atleast near to the
‘Perfection’.

2. To help a plant grow it must be suitably watered, sunlight and soil, which best
suit its kind, similarly the organization too, to see that its efforts get results,
must provide with proper attention for the development of the company.

3. After analyzing the data collected during the survey, following

improvements can be made in future.

a. Replacement facility should be made available for all the products.

b. Promotional activities like, Wall paintings, Flex boards should
make available for more product awareness.
c. Efficient distribution must be followed.
d. Promotional activities should be undertaken.
e. To create awareness for the products, different modes of
publicities should be used such as Neon sign, Hoardings,
Danglers.
f. Dealers should offer some attractive commissions for generating
regular supply of Amul Chocolates and Shrikhand.
CHAPTER-7
CONCLUSION

Amul India sells quality products like Amul milk, Amulshrikhand, Amul Chocolates, Amul
Ice-cream and Amul butter which are a brand in itself. So, its widely favoured with the
consumers.
Consumers get good quality, good product, good brand & good service at their door-step at
an affordable price.
From the survey, it shows that the Shrikand market is favourable for Amul rather than
Chocolate market as it faces stiff competition with the leaders in chocolate industry like
Cadbury & Nestle.
The dealer margin is quite low as compared to other competitors. Also, the distribution
network of Amul India is quite efficient

Competition will never end so let's not avoid it but face it confidently,

"For a chief executive, unless he knows where he is going no one can take him there".
What's the use of Market Segmentation if it does not reach desired results? Therefore it is
necessary for every individual who has something to sell but no one to buy, to detect the
problem areas and try to solve them. But for this, knowing the right problem is extremely
essential otherwise hitting the target in dark means nothing.

Therefore, it is rightly said that a "well defined problem is half done". Once you know your
drawbacks only then you can correct it. Therefore, to know your drawbacks you need to
conduct a survey and get information right from the ultimate users of your product. They
should be asked to bring out your drawbacks. This will help you to not only know your
pitfalls but also what your customers want and their likes and dislikes and while doing so
build a good rapport with your customers. While conducting such surveys you can also
advertise your products among those customers who are not much aware of it.
"There are three ways of doing a thing—- the wrong way, the right way and our way"
whichever may be your way the ultimate aim is to achieve the results and implement them to
maximize customer satisfaction we all know competition is intense then why not take it
positively so that it helps us to improve our product quality, makes customers loyal to us,
helps us know our shortcomings and rectify them. The best way to overcome your
competitors is to give your customers what they expect or probably more than that.
To know the customers expectations towards Amul, I had conducted a market Research of
the existing customers, which helped me to know the satisfaction, awareness and liking
among customers for the products of Amul and analyze the situation and provide them
suggestion to improve the situation.
These suggestions if implemented would definitely yield results and
"Ultimately the results matter, how and who does it is immaterial".

CHAPTER-8
BIBLIOGRAPHY

Books referred :

Marketing management --------- Philip Kotler

Millennium Edition(1998)
Prentice Hall Publication, INDF,
New Delhi – 110001

Reserch Methodology ----------- C. R Kothari,

Second Edition,
Twenty First Re-print, 1998
WishwaPrakashan,
New Delhi.

.Marketing research -------------- David Lucky and Ronald Rubin

Prentice Hall of India Private Ltd;
1997(Ninth Edition)
Information supplied by the company.(Company manuals & files)

Websites -------------------------- www.amul.com

www.google.com