A Project On Retailer's Perception and Behaviour Towards AMUL Fresh P

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A project on retailer's perception and behaviour towards AMUL fresh product

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A project on retailer's perception and behaviour towards AMUL fresh product division
Oct. 13, 2017
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Description
- To study acceptability of Amul milk and milk based products by the retailers based on different variables such as quality, brand image, margin and satisfaction.
- To estimate market potential and opportunities for Amul products.
- To identify the top retailers in terms of sales of Amul milk and related products get feedback from specific region.
Read more
Transcript
1. 1.
A Study on Retailer’s perception
& behaviour towards Amul fresh
product division
Gaurav Kale - 43
Marketing
St. Francis Institute Of Management & Research
2. 2.
Amul
 “AMUL” means “Priceless” in Sanskrit
 Formed in1946,is dairy co-operative movement in
India.
 A brand name managed by Gujarat Co-operative
Milk Marketing Federation(GCMMF)
 Jointly owned by 3.37 million milk producer in
Gujarat.
 Spurred the white revolution of India, which has
made India the
largest producer of milk and milk
product in the world.
3. 3.
Some Facts
Year of Establishment 1973
Members
17 District Cooperative Milk Producers'
Unions
No. of Producer Members 3.37 Million
No. of Village
Societies 18,536
Total Milk handling capacity per
day
24 Million litres per day
Milk Collection (Total - 2014-15) 5.42 billion litres
Milk collection (Daily Average
2014-15)
14.85 million litres
Cattle feed manufacturing Capacity 6340 Mts. per day
Sales Turnover -(2015-16) Rs. 230050 Crores
4. 4.
Amul Products
Bread Spreads Cheese Range Mithai Range
Amul Butter Amul Cheese
Spread
Amul Shrikhand
Amul Lite Low fat
Butter Spread
Pizza
Mozzarella
Cheese
Amul Gulab Jamoon
Amul Cooking
Butter
Amul Processed
Cheese
Amul Basundi
Amul Elemental
Cheese
Amul Avsar Ladoo
Amul Gouda
Cheese
Fresh Milk Beverage Paneer
Amul Taaza Amul Kool
Flavoured Milk
Amul Malai Paneer
Amul Gold Amul Masti
Buttermilk
Amul Fresh Paneer
Amul Cow
Milk Amul Lassi Amul Tin Paneer
Amul Kool Shakers
Amul Smoothies
5. 5.
To know why
retailers, prefer to
stock Amul products
even though there
are too many
problems like Less
Margin, No
Replacement
Find out how many
retailers
are willing to
take up
distributorship for
Amul products
directly.
Need for Study
6. 6.
Objectives
 To study acceptability of Amul milk and milk
based products by the retailers based on
different variables such as quality, brand
image, margin and
satisfaction.
 To identify the top retailers in terms of sales
of Amul milk and related products get
feedback from specific region.
 To study about the potential
wholesalers who
are willing to become distributors of Amul
products.
 To do a competitor’s analysis for Amul
products in the market.
7. 7.
• Exploratory
• Descriptive
Research
Type
• Primary
• Secondary
Data
Collection
• Sampling Frame: 100 respondents
• Population: Andheri, Jogeshwari &
Goregaon
• Sampling Technique: Cluster sampling
• Category: Dairy, General Stores,
Departmental Stores, Sweet Shop.
Sampling
Design
• Analysis is based on
both
primary as well as secondary
data.
Data
Analysis
Research Methodology
8. 8.
Pricing and Margins.
Particulars SKU Units/crateorBoxShelfLifeRatetoRetailer RatetoRetailer/Unit MRP/Unit
Amul Taaza(TonedMilk) 500ml 24pouches 2Days
441 18.38 19
Amul Taaza(TonedMilk) 1ltr 12pouches 2Days 441 36.75 38
Amul Gold(Full CreamMilk)500ml 24pouches 2Days 557.76 23.24 24
Amul Gold(Full
CreamMilk)1ltr 12pouches 2Days 557.76 46.48 48
Amul Masti PouchDahi 200gm 50pouches 7Days 593 11.86 13
Amul Masti PouchDahi 400gm 24pouches
7Days 547.5 22.8125 25
Amul Masti PouchDahi 1kg 10pouches 7Days 506 50.6 55
Amul Masti PouchDahi 5kg 2pouches 7Days 485 242.5 250(50/kg)
Amul
PlainButtermilk 500ml 24pouches 2days 227.04 10.43 11
9. 9.
Analysis Of Data
Do you stock AMUL
products?
19%
33%
48%
Products
Milk/Curd/B
uttermilk
Milk/Curd
Milk/Butter
milk
Which product of
Amul do you
Stock?
10. 10.
List the
shortcomings of
Amul as a brand
according to you?
0 20 40 60 80 100
Low Margin
Distribution
No Credit Facilities
No Customers
No Replacement of
Damage
and Expired products
Shortcomings Of Amul
Which are the
other brand of
Milk do you
keep?
0 20 40 60 80 100
Aarey
Govardhan
Gokul
Mahananda
Mother Dairy
Others
Competitors
11. 11.
Reasons for stocking
other brands
17%
4%
5%
28%
19%
27%
Reasons for Stocking other brands
Attractive Schemes
Credit Facilities
Fast movements of
product
Good Margin
High Distribution
Replacement for damage and
Expired Products
Where do you get
your stock of Amul
Products?
35
65
0
10
20
30
40
50
60
70
Distributor Wholesaler
Supplier
12. 12.
Are you satisfied with the Suppliers?
H0 = There is no significant relationship between the satisfaction level of the
retailers and margin provided to them by the
Distributors
H1 = There is significant relationship between the satisfaction level of the
retailers and margin provided to them by the Distributors
Crosstab
Count
Margin
Total1.00 2.00 3.00
Satisfac
tion
No 9 40 15 64
Yes 14 18 4 36
Total 23 58 19 100
Chi-Square Tests
Value df
Asymp. Sig.
(2-sided)
Pearson Chi-
Square
8.637a 2 .013
Likelihood Ratio 8.490 2 .014
N of Valid Cases 100
Accept H1 Since there is significant relationship between the satisfaction level of
the retailers and
margin provided to them
13. 13.
Would you like to take
distributorship of Amul?
Give your
ratings to the
following
attributes of
Amul.
Acceptabili
ty
Brand
Image
Margin Packaging
Replaceme
nt
Quality
Very Good 9 20 0 0 0 2
Good 21 43 0 0 0 78
Neutral 63 37 19 49 15 20
Bad 7 0 58 47 17 0
Very Bad 0 0 23 4 68 0
0
20
40
60
80
100
120
Ratings
14. 14.
H0= = There is no significant relationship between Acceptability of the product and Brand
Image.
H1 = There is significant relationship between Acceptability
of the product and Brand
Image.
Acceptability*Brand Image
Interpretation: - Accept H1 since, it has been found from the study that there is significant
relationship
between acceptability of the product and brand image of the company.
Crosstab
Count
Brand Image
Total3.00 4.00 5.00
Accepta
bility
2.00 5 2 0 7
3.00 25 33 5 63
4.00 7 4 10 21
5.00 0 4 5 9
Total 37 43 20 100
Chi-Square Tests
Value df
Asymp.
Sig. (2-
sided)
Pearson Chi-
Square
29.88
8a
6 .000
Likelihood Ratio 32.08
0
6
.000
Linear-by-Linear
Association
18.69
9
1 .000
15. 15.
H0= = There is no significant relationship between Acceptability of the product and
margin provided by the distributors.
H1 = There is significant relationship
between Acceptability of the product and margin
provided by the distributors.
Acceptability*Margin
Crosstab
Count
Margin
Total1.00 2.00 3.00
Accepta
bility
2.00
0 2 5 7
3.00 13 41 9 63
4.00 7 9 5 21
5.00 3 6 0 9
Total 23 58 19 100
Chi-Square Tests
Value df
Asymp.
Sig. (2-
sided)
Pearson Chi-
Square
18.52
2a
6 .005
2
6 .007
Linear-by-Linear
Association
6.046 1 .014
Interpretation: - Accept H1 since, the study reveals that there is
significant relationship
between Acceptability of the product and Margin provided to them by the Distributors
16. 16.
H0= = There is no significant relationship between Acceptability of the product and the
packaging of the product.
H1 = There is significant relationship between
Acceptability of the product and the
Acceptability*Packaging
Interpretation: -Accept H1 since, the study reveals that there is significant
relationship
between Acceptability of the product and Packaging of the product.
Crosstab
Count
Packaging
Total1.00 2.00 3.00
Accepta
bility
2.00 0 0 7 7
3.00 0 42
21 63
4.00 4 3 14 21
5.00 0 2 7 9
Total 4 47 49 100
Chi-Square Tests
Value df
Asymp.
Sig. (2-
sided)
Pearson Chi-
Square
39.21
0a
6 .000
2
6 .000
Linear-by-Linear
Association
.380 1 .538
17. 17.
replacement of the product.
between Acceptability of the product and the
Acceptability*Replacement
Interpretation: -Accept H1 since, the study reveals that there is
a significant relationship
between Acceptability of the product and Replacement of the products
Crosstab
Count
Replacement
Total1.00 2.00 3.00
Accepta
bility
2.00 2 0 5 7
3.00 52 6 5 63
4.00 9 7 5 21
5.00 5 4 0 9
Total 68 17 15 100
Chi-Square Tests
Value df
Asymp.
Sig. (2-
sided)
Pearson Chi-
Square
35.652
a
6 .000
Linear-by-Linear
Association
.000 1 .994
18. 18.
quality of the product.
Acceptability*Quality
Interpretation: -Accept H1, it has found that there is significant relationship
between
Acceptability of the product and Replacement of the product.
Crosstab
Count
Quality
Total3.00 4.00 5.00
Accepta
bility
2.00 0 7 0 7
3.00 15 46 2 63
4.00 5
16 0 21
5.00 0 9 0 9
Total 20 78 2 100
Chi-Square Tests
Value df
Asymp.
Sig. (2-
sided)
Pearson Chi-
Square
6.186a 6 .403
Linear-
by-Linear
Association
.057 1 .812
19. 19.
Market Share
3% 6%
10%
9%
13%
21%
38%
Market Share
Aarey
Govardhan
Gokul
Mahananda
Mother Dairy
Others
Amul
20. 20.
1%8%
11%
13%
7%
17%
43%
Jogeshwari
Aarey
Govardhan
Gokul
Mahananda
Mother Dairy
Others
Amul
36%
4%
8%
16%
9%
7%
20%
Goregaon
Amul
Aarey
Govardhan
Gokul
Mahananda
Mother Dairy
Others
33%
4%
3%
5%7%
23%
25%
Andheri
Amul
Aarey
Govardhan
Gokul
Mahananda
Mother Dairy
Others
21. 21.
COMPANY MILK CURD BUTTERMILK
Amul 500 ml. Rs. 19 Rs. 13 Rs. 11
Aarey 500 ml. Rs.
17.50
NA NA
Gokul 500 ml. Rs.19 Rs.22 NA
Govardhan 500
ml. Rs.20 NA Rs.12
Mahananda 500 ml. Rs.20 NA NA
Mother
Dairy
500 ml. Rs.19 NA NA
Comparative Analysis
22. 22.
Competitors offering and Schemes provided to the
retailers.
 Navnath Milk: - 1 Crate of Navnath Milk gets 1 litre Sonai Milk
Free.
 Govardhan: - Give
offers to their retailers buy 12 litre and get 1
litre milk free.
 Mother Dairy: - Rs. 35 off on 1 Crate.
 Mahananda: - Give retailers 1 crate at Rs. 363 (actual rate=
Rs.
480)
 Shivirth Milk offers Rs. 6 margin per Litre.
 Easy credit facilities are given by Local Brands like Sonai
23. 23.
Findings From The Data
Collected
 Dumping
 Distribution
 Low Profit Margin
 Leaked packets
 Refrigerator
 Unauthorized Middleman
24. 24.
Interpretation
 Not Interested in Selling Amul Products due to low
profit margin
 The Distribution pattern is not adequate
 Needs focus on points like
◦
Credit facilities
◦ Dumping
◦ Leaked Products
◦ Middleman
25. 25.
Co-
operation
TimeData
Limitations
26. 26.
Recommendations
1.
• Services
2.
• Advertisements
3.
• Distribution Channel
•4.
• Replacement Policy
27. 27.
Conclusion
 Converted a Wholesaler into Amul’s Authorised
Distributor
 Take care of small little things like margins better
supply chain of all its products.
 Local and Dairy producers should be considered
as a potential threats
28. 28.
References
http://www.amul.com/
www.marketresearch.com
www.dairy.com
www.indiahowto.com/distribution
www.seminarsonly.com
29. 29.
Thank You
Read more
Read less
Retail
Description
- To study acceptability of Amul milk and milk based products by the retailers based on different variables such as quality, brand image, margin and satisfaction.
- To estimate market potential and opportunities for Amul products.
- To identify the top retailers in terms of sales of Amul milk and related products get feedback from specific region.
Read more
Transcript
1. 1.
A Study on Retailer’s perception
& behaviour towards Amul fresh
product division
Gaurav Kale - 43
Marketing
St. Francis Institute Of Management & Research
2. 2.
Amul
 “AMUL” means “Priceless” in Sanskrit
 Formed in1946,is dairy co-operative movement in
India.
 A brand name managed by Gujarat Co-operative
Milk Marketing Federation(GCMMF)
 Jointly owned by 3.37 million milk producer in
Gujarat.
 Spurred the white revolution of India, which has
made India the
largest producer of milk and milk
product in the world.
3. 3.
Some Facts
Year of Establishment 1973
Members
17 District Cooperative Milk Producers'
Unions
No. of Producer Members 3.37 Million
No. of Village
Societies 18,536
Total Milk handling capacity per
day
24 Million litres per day
Milk Collection (Total - 2014-15) 5.42 billion litres
Milk collection (Daily Average
2014-15)
14.85 million litres
Cattle feed manufacturing Capacity 6340 Mts. per day
Sales Turnover -(2015-16) Rs. 230050 Crores
4. 4.
Amul Products
Bread Spreads Cheese Range Mithai Range
Amul Butter Amul Cheese
Spread
Amul Shrikhand
Amul Lite Low fat
Butter Spread
Pizza
Mozzarella
Cheese
Amul Gulab Jamoon
Amul Cooking
Butter
Amul Processed
Cheese
Amul Basundi
Amul Elemental
Cheese
Amul Avsar Ladoo
Amul Gouda
Cheese
Fresh Milk Beverage Paneer
Amul Taaza Amul Kool
Flavoured Milk
Amul Malai Paneer
Amul Gold Amul Masti
Buttermilk
Amul Fresh Paneer
Amul Cow
Milk Amul Lassi Amul Tin Paneer
Amul Kool Shakers
Amul Smoothies
5. 5.
To know why
retailers, prefer to
stock Amul products
even though there
are too many
problems like Less
Margin, No
Replacement
Find out how many
retailers
are willing to
take up
distributorship for
Amul products
directly.
Need for Study
6. 6.
Objectives
 To study acceptability of Amul milk and milk
based products by the retailers based on
different variables such as quality, brand
image, margin and
satisfaction.
 To identify the top retailers in terms of sales
of Amul milk and related products get
feedback from specific region.
 To study about the potential
wholesalers who
are willing to become distributors of Amul
products.
 To do a competitor’s analysis for Amul
products in the market.
7. 7.
• Exploratory
• Descriptive
Research
Type
• Primary
• Secondary
Data
Collection
• Sampling Frame: 100 respondents
• Population: Andheri, Jogeshwari &
Goregaon
• Sampling Technique: Cluster sampling
• Category: Dairy, General Stores,
Departmental Stores, Sweet Shop.
Sampling
Design
• Analysis is based on
both
primary as well as secondary
data.
Data
Analysis
Research Methodology
8. 8.
Pricing and Margins.
Particulars SKU Units/crateorBoxShelfLifeRatetoRetailer RatetoRetailer/Unit MRP/Unit
Amul Taaza(TonedMilk) 500ml 24pouches 2Days
441 18.38 19
Amul Taaza(TonedMilk) 1ltr 12pouches 2Days 441 36.75 38
Amul Gold(Full CreamMilk)500ml 24pouches 2Days 557.76 23.24 24
Amul Gold(Full
CreamMilk)1ltr 12pouches 2Days 557.76 46.48 48
Amul Masti PouchDahi 200gm 50pouches 7Days 593 11.86 13
Amul Masti PouchDahi 400gm 24pouches
7Days 547.5 22.8125 25
Amul Masti PouchDahi 1kg 10pouches 7Days 506 50.6 55
Amul Masti PouchDahi 5kg 2pouches 7Days 485 242.5 250(50/kg)
Amul
PlainButtermilk 500ml 24pouches 2days 227.04 10.43 11
9. 9.
Analysis Of Data
Do you stock AMUL
products?
19%
33%
48%
Products
Milk/Curd/B
uttermilk
Milk/Curd
Milk/Butter
milk
Which product of
Amul do you
Stock?
10. 10.
List the
shortcomings of
Amul as a brand
according to you?
0 20 40 60 80 100
Low Margin
Distribution
No Credit Facilities
No Customers
No Replacement of
Damage
and Expired products
Shortcomings Of Amul
Which are the
other brand of
Milk do you
keep?
0 20 40 60 80 100
Aarey
Govardhan
Gokul
Mahananda
Mother Dairy
Others
Competitors
11. 11.
Reasons for stocking
other brands
17%
4%
5%
28%
19%
27%
Reasons for Stocking other brands
Attractive Schemes
Credit Facilities
Fast movements of
product
Good Margin
High Distribution
Replacement for damage and
Expired Products
Where do you get
your stock of Amul
Products?
35
65
0
10
20
30
40
50
60
70
Distributor Wholesaler
Supplier
12. 12.
Are you satisfied with the Suppliers?
H0 = There is no significant relationship between the satisfaction level of the
retailers and margin provided to them by the
Distributors
H1 = There is significant relationship between the satisfaction level of the
retailers and margin provided to them by the Distributors
Crosstab
Count
Margin
Total1.00 2.00 3.00
Satisfac
tion
No 9 40 15 64
Yes 14 18 4 36
Total 23 58 19 100
Chi-Square Tests
Value df
Asymp. Sig.
(2-sided)
Pearson Chi-
Square
8.637a 2 .013
Accept H1 Since there is significant relationship between the satisfaction level of
the retailers and
margin provided to them
13. 13.
Would you like to take
distributorship of Amul?
Give your
ratings to the
following
attributes of
Amul.
Acceptabili
ty
Brand
Image
Margin Packaging
Replaceme
nt
Quality
Very Good 9 20 0 0 0 2
Good 21 43 0 0 0 78
Neutral 63 37 19 49 15 20
Bad 7 0 58 47 17 0
Very Bad 0 0 23 4 68 0
0
20
40
60
80
100
120
Ratings
14. 14.
H0= = There is no significant relationship between Acceptability of the product and Brand
Image.
H1 = There is significant relationship between Acceptability
of the product and Brand
Image.
Acceptability*Brand Image
Interpretation: - Accept H1 since, it has been found from the study that there is significant
relationship
between acceptability of the product and brand image of the company.
Crosstab
Count
Brand Image
Total3.00 4.00 5.00
Accepta
bility
2.00 5 2 0 7
3.00 25 33 5 63
4.00 7 4 10 21
5.00 0 4 5 9
Total 37 43 20 100
Chi-Square Tests
Value df
Asymp.
Sig. (2-
sided)
Pearson Chi-
Square
29.88
8a
6 .000
0
6
.000
Linear-by-Linear
Association
18.69
9
1 .000
15. 15.
H0= = There is no significant relationship between Acceptability of the product and
margin provided by the distributors.
between Acceptability of the product and margin
provided by the distributors.
Acceptability*Margin
Crosstab
Count
Margin
Total1.00 2.00 3.00
Accepta
bility
2.00
0 2 5 7
3.00 13 41 9 63
4.00 7 9 5 21
5.00 3 6 0 9
Total 23 58 19 100
Chi-Square Tests
Value df
Asymp.
Sig. (2-
sided)
Pearson Chi-
Square
18.52
2a
6 .005
2
6 .007
Linear-by-Linear
Association
6.046 1 .014
Interpretation: - Accept H1 since, the study reveals that there is
significant relationship
between Acceptability of the product and Margin provided to them by the Distributors
16. 16.
Acceptability*Packaging
Interpretation: -Accept H1 since, the study reveals that there is significant
relationship
between Acceptability of the product and Packaging of the product.
Crosstab
Count
Packaging
Total1.00 2.00 3.00
Accepta
bility
2.00 0 0 7 7
3.00 0 42
21 63
4.00 4 3 14 21
5.00 0 2 7 9
Total 4 47 49 100
Chi-Square Tests
Value df
Asymp.
Sig. (2-
sided)
Pearson Chi-
Square
39.21
0a
6 .000
2
6 .000
Linear-by-Linear
Association
.380 1 .538
17. 17.
between Acceptability of the product and the
Acceptability*Replacement
Interpretation: -Accept H1 since, the study reveals that there is
a significant relationship
between Acceptability of the product and Replacement of the products
Crosstab
Count
Replacement
Total1.00 2.00 3.00
Accepta
bility
2.00 2 0 5 7
3.00 52 6 5 63
4.00 9 7 5 21
5.00 5 4 0 9
Total 68 17 15 100
Chi-Square Tests
Value df
Asymp.
Sig. (2-
sided)
Pearson Chi-
Square
35.652
a
6 .000
Linear-by-Linear
Association
.000 1 .994
18. 18.
Acceptability*Quality
Interpretation: -Accept H1, it has found that there is significant relationship
between
Acceptability of the product and Replacement of the product.
Crosstab
Count
Quality
Total3.00 4.00 5.00
Accepta
bility
2.00 0 7 0 7
3.00 15 46 2 63
4.00 5
16 0 21
5.00 0 9 0 9
Total 20 78 2 100
Chi-Square Tests
Value df
Asymp.
Sig. (2-
sided)
Pearson Chi-
Square
6.186a 6 .403
Linear-
by-Linear
Association
.057 1 .812
19. 19.
Market Share
3% 6%
10%
9%
13%
21%
38%
Market Share
Aarey
Govardhan
Gokul
Mahananda
Mother Dairy
Others
Amul
20. 20.
1%8%
11%
13%
7%
17%
43%
Jogeshwari
Aarey
Govardhan
Gokul
Mahananda
Mother Dairy
Others
Amul
36%
4%
8%
16%
9%
7%
20%
Goregaon
Amul
Aarey
Govardhan
Gokul
Mahananda
Mother Dairy
Others
33%
4%
3%
5%7%
23%
25%
Andheri
Amul
Aarey
Govardhan
Gokul
Mahananda
Mother Dairy
Others
21. 21.
COMPANY MILK CURD BUTTERMILK
Amul 500 ml. Rs. 19 Rs. 13 Rs. 11
Aarey 500 ml. Rs.
17.50
NA NA
Gokul 500 ml. Rs.19 Rs.22 NA
Govardhan 500
ml. Rs.20 NA Rs.12
Mahananda 500 ml. Rs.20 NA NA
Mother
Dairy
500 ml. Rs.19 NA NA
Comparative Analysis
22. 22.
Competitors offering and Schemes provided to the
retailers.
 Navnath Milk: - 1 Crate of Navnath Milk gets 1 litre Sonai Milk
Free.
 Govardhan: - Give
offers to their retailers buy 12 litre and get 1
litre milk free.
 Mother Dairy: - Rs. 35 off on 1 Crate.
 Mahananda: - Give retailers 1 crate at Rs. 363 (actual rate=
Rs.
480)
 Shivirth Milk offers Rs. 6 margin per Litre.
 Easy credit facilities are given by Local Brands like Sonai
23. 23.
Findings From The Data
Collected
 Dumping
 Distribution
 Low Profit Margin
 Leaked packets
 Refrigerator
 Unauthorized Middleman
24. 24.
Interpretation
 Not Interested in Selling Amul Products due to low
profit margin
 The Distribution pattern is not adequate
 Needs focus on points like
◦
Credit facilities
◦ Dumping
◦ Leaked Products
◦ Middleman
25. 25.
Co-
operation
TimeData
Limitations
26. 26.
Recommendations
1.
• Services
2.
• Advertisements
3.
• Distribution Channel
•4.
• Replacement Policy
27. 27.
Conclusion
 Converted a Wholesaler into Amul’s Authorised
Distributor
 Take care of small little things like margins better
supply chain of all its products.
 Local and Dairy producers should be considered
as a potential threats
28. 28.
References
http://www.amul.com/
www.dairy.com
www.indiahowto.com/distribution
www.seminarsonly.com
29. 29.
Thank You
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- To estimate market potential and opportunities for Amul products.

- To estimate market potential and opportunities for Amul products.

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