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A PROJECT REPORT ON MARKET POTENTIAL OF AMUL PANEER IN NAGAON DISTRICT

In the partial fulfilment of the post graduate diploma in management (PGDM-2010-2012)


Under the Guidance: Mr. JAYANTA GOSWAMI Senior sales exeutive, GCMMF LTD,Guwahati. Submitted by: BIKU AGARWALA Master School of Management Meerut, U.P

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CONTENTS
CONTENTS

ACKNOWLEDGEMENT INTRODUCTION RESEARCH METHODOLOGY Sampling Design Sample Size Respondents Tools of Data Collection Tools of Data Analysis

DATA ANALYSIS & INTERPRETATIONS SUGGESTIONS & RECOMMENDATIONS CONCLUSION BIBLIOGRAPHY

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ACKNOWLEDGEMENT

This project is an outcome of a great deal of hard work, enthusiasm and commitment of an industrious team without which this project could not be brought into book.

First and foremost, I offer my sincere gratitude to Mr Jayanta Goswami,Senior sales Executive for his valuable guidance and immense support for this project and who also directed me every moment in this enlightened journey. In all successful work a lot of people work behind the curtains whose contributions cannot be neglected. Here I would like to express my gratitude to Mr. Apurba Mishra , Senior Manager Amul

,GCMMF,Guwahati and all the officials and employees of GCMMF Ltd


(Guwahati),our friends, all the respondents and all other concerned persons who directly or indirectly supported me in this work and guided it towards its completion.

Biku Agarwala

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INTRODUCTION
TITLE OF THE PROJECT:
A STUDY ON THE market potential of Amul paneer in Nagaon district

This study aims to find out the most preferred brand in the respective category and its market share in the Nagaon area In this research study we have tried to find out the brand preference of the following brands. A) Amul paneer: B) Ajanta paneer; C) Gopal paneer D) Local

These are leading brands in their respective category and they are having a good competition against each other in the Nagaon market.

AMUL AT A GLANCE
. The Organization
Name Type Founded : : : Amul Cooperative 1946

Headquarters

Anand, India

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Key people

Chairman, Gujarat Co-operative Milk Marketing Federation Ltd.

Industry

Dairy

Employees

2.41 million milk producer

Website

www.amul.com

3.2.1

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 lacs of 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.

3.2.2

Mission:

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

3.2.3

Introduction and History

In the year 1946 the first milk union was established. This union was started with 250 liters of milk per day. AMUL was established in the year 1955. In the year 1946 the union was known as KAIRA DISTRICT CO-OPERATIVE MILK PROCUCERS UNION. This union selected the brand name AMUL in 1955.

The brand name Amul means AMULYA which means PRICELESS. A quality control expert in Anand had suggested the brand name AMUL. Amul products have been used in millions of homes since 1946. Amul Butter, Amul milk powder, Amul ghee, Amulspray, Amul cheese, Amul Chocolates, Amul Shrikhand, Amul Ice-Cream, Nutramul, Amul milk and Amulya have made Amul a leading food brand in India.(The total sale is Rs 6 billion in 2005).Today Amul is a symbol of many things like the high quality products sold at reasonable prices, the genesis of a vast co-operative network, the indigenous technology of
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marketing, savvy of a farmers organization. It has been a proven model for dairy development (Generally known as ANAND PATTERN).

In the early 40s the main source of earning for the farmers of Kaira district were farming and selling of milk. At that time there was high demand for milk in Mumbai. The main supplier of the milk was Polson Dairy Ltd which was a privately owned company and held monopoly over the supply of milk at Mumbai from Kerala. This system leads to exploitation of poor and illiterate farmers by the private traders. The traders used to decide the prices of milk and the farmers were forced to accept it without uttering a single word.

However, when the exploitation became intolerable, the farmers were frustrated. They collectively appealed to Sardar Vallabhbhai Patel who was a leading activist in the freedom movement. Sardar Patel advised the farmers to sell the milk on their own by establishing a co-operative union, instead of supplying milk to private traders. Sardar Patel sent the farmers to Shri Morarji Desai in order to gain his co-operation and help. Desai held a meeting at Samarkha village near Anand, on 4th July 1946.He advised the farmers to form a society for collection of the milk. This village society would collect the milk
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by them and would decide the prices at which they can sell the milk. The District Union was also formed to collect the milk from such village co-operative societies and to sell them. It was also resolved that the government should be asked to buy milk from the union.

However Government did not seem to help farmers by any means. It gave the negative response by turning down the demand for the milk. To respond to this action of Government, the farmers of Kaira district went on a milk strike. For 15 whole days no a single drop of milk was sold to the traders. As a result the Bombay milk scheme was severely affected. The milk commission of Bombay then visited Anand to assess the situation. Having seemed the condition, he decided to fulfill the farmers demand.

Thus their co-operative unions were forced at the village and district level to collect and sell milk on a co-operative basis, without the intervention of Government. Mr. 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. The Kaira district milk producers union was thus established in ANAND was registered formally on 14th December 1946. Since farmers sold all the
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milk in Anand through a co-operative union, it was commonly resolved to sell the milk under the brand name AMUL.

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

With the financial help from UNICEF, assistance from Government of New Zealand under the Colombo plan, of Rs 50 million for factory to manufacturing milk powder and butter, was planned Dr. Rajendra Prasad, the president of India laid the foundation on November 15, 1954. Shri Pandit Jawaharlal Nehru, the prime minister of India declared I open at Amul dairy on November 20, 1955.
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3.3.4

GCMMF: An Overview

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. CRISIL, India's leading Ratings, Research, Risk and Policy Advisory company, has assigned its highest ratings of "AAA/Stable/P1+" to the various bank facilities of GCMMF.
Members : 13 district producers' Union : 2.79 million : 13,328 cooperative milk

No. of Producer Members No. of Village Societies

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Total Milk handling capacity

: 11.22 million litres per day

Milk collection (Total - 2008- : 3.05 billion litres 09) Milk collection (Daily Average :8.4 million litres 2008-09) Milk Drying Capacity Cattle feed manufacturing Capacity: :626 Mts. per day :3500 Mts per day

3.3.5 Amul 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. What's more, it does not disturb the agro-system of the farmers. It also enables the consumer an access to high quality milk and milk products. Contrary to the traditional system, when the profit of the business was cornered by the middlemen, 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, the following features make it a pattern and model for emulation elsewhere.
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Amul has been able to:

Produce an appropriate blend of the policy maker farmers board of management and the professionals: each group appreciating its rotes and limitations. Bring at the command of the rural milk producers the best of the technology and harness its fruit for betterment.

Provide a support system to the milk producers without disturbing their agro-economic systems. Plough back the profits, by prudent use of men, material and machines, in the rural sector for the common good and betterment of the member producers.

Even though, growing with time and on scale, it has remained with the smallest producer members. In that sense, Amul is an example par excellence, of an intervention for rural change. The Union looks after policy formulation, processing and marketing of milk, provision of technical inputs to enhance milk yield of animals, the artificial insemination service, veterinary care, better feeds and the like - all through the village societies. Basically the union and cooperation of

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people brought Amul into fame i.e. AMUL (ANAND MILK UNION LIMITED), a name which suggest THE TASTE OF INDIA.

Amul (Anand Milk Union Ltd.) is based on four hands, which are coordinated with each other. The actual meaning of this symbol is coordination of four hands of different people by whom this union is at the top position in Asia.

First hand is of farmers, without whom the organization would not have existed. Second hand is of processors, who process the row material (milk) into finished goods.

Third hand is of marketer, without whom the product would have not reached the customers. Fourth hand is of customers, without whom the products would have not carried on.

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Sales Turnover

Sales Turnover 1994-95 1995-96 1996-97 1997-98 1998-99 1999-00 2000-01 2001-02 2002-03 2003-04 2004-05 2005-06 2006-07 2007-08 2008-09

Rs (million) 11140 13790 15540 18840 22192 22185 22588 23365 27457 28941 29225 37736 42778 52554 67113

US $ (in millions) 355 400 450 455 493 493 500 500 575 616 672 850 1050 1325 1504

3.4

Distribution Network

Consumers expect marketers to deliver products in the locations and forms they require. To meet expectations of such demanding consumers,
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alignments of our four Distribution Highways of Fresh, Chilled, Frozen and Ambient products were already made by introducing Project DIL. Subsequently, a major initiative was taken to enhance distribution network to smaller towns. About 1200 distributors in small towns across India were added during this initiative. Today about 3000 Distributors ensure availability of Amuls products across India, whether it is in Leh or Lakshadweep, in Kutch or Arunachal. Simultaneously, to augment fresh milk distribution in various markets of India, approximately 1400 exclusive Milk Distributors have been inducted. Last year, the retail market was divided into 14 specific segments to achieve further distribution efficiency. This year focus was on inducting distributors having expertise in servicing such specific market segments. This initiative is yielding results by way of ensuring wider availability of product range. The role of distributors in this business process has never been more diverse or more important, as it is today. As a matter of fact, Amul considers Distributors to be the real Marketing Manager of their organization. To enhance business performance of the Distributors, a workshop on Marketing and Sales Management was designed in collaboration with a premier business school. The objective of the entire initiative was to upgrade the knowledge of the Distributors in terms of contemporary Business Management Practices, so that they can perform well not only as business partner but also as Marketing Managers. During the year, 659 Distributors have undergone this programmed in 39 locations. Cold Storage is an extremely essential component in the Federations distribution process. Unfortunately, availability of efficient cold storage facilities is grossly inadequate in our country. To cope up with the increasing need of suitable cold stores closer to our markets, we have continued our endeavor of creating the Federations own cold stores this year in various locations across the country. To get an exposure to Amuls cooperative structure, culture as well as operational systems and processes, every year the company invites their
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distributors, major retailers and other business partners to Anand, for Amul Yatra. So far, about 7000 Distributors and other business partners have participated in this Amul Yatra.
Distribution Chart

Products

Agents

Wholesaler

Retailer

Consumer

We can see from above figure that GCMMF distribution channel is simple and clear. The products change hands for three times before it reaches to the final consumer. First of all the products are stored at the Agents end who are mere facilitators in the in the network. Then the products are sold to wholesale dealers who then sell to retailers and then the product finally reaches the consumers.
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3.5

List of Products Marketed

Breadspreads:

Amul Butter Amul Lite Low Fat Breadspread Amul Cooking Butter

Cheese Range:

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

Mithaee Range (Ethnic sweets):


Amul Shrikhand (Mango, Saffron, Almond Pistachio, Cardamom) Amul Amrakhand Amul Mithaee Gulabjamuns Amul Mithaee Gulabjamun Mix Amul Mithaee Kulfi Mix Avsar Ladoos

UHT Milk Range:


Amul Shakti 3% fat Milk Amul Taaza 1.5% fat Milk Amul Gold 4.5% fat Milk Amul Lite Slim-n-Trim Milk 0% fat milk Amul Shakti Toned Milk Amul Fresh Cream Amul Snowcap Softy Mix

Pure Ghee:

Amul Pure Ghee Sagar Pure Ghee Amul Cow Ghee

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Infant Milk Range:


Amul Infant Milk Formula 1 (0-6 months) Amul Infant Milk Formula 2 ( 6 months above) Amul spray Infant Milk Food

Milk Powders:

Amul Full Cream Milk Powder Amulya Dairy Whitener Sagar Skimmed Milk Powder Sagar Tea and Coffee Whitener

Sweetened Condensed Milk:

Amul Mithaimate Sweetened Condensed Milk

Fresh Milk:

Amul Taaza Toned Milk 3% fat Amul Gold Full Cream Milk 6% fat Amul Shakti Standardized Milk 4.5% fat Amul Slim & Trim Double Toned Milk 1.5% fat Amul Saathi Skimmed Milk 0% fat Amul Cow Milk

Curd Products:

Yogi Sweetened Flavoured Dahi (Dessert) Amul Masti Dahi (fresh curd) Amul Masti Spiced Butter Milk Amul Lassee

Amul Ice-Creams:

Royal Treat Range (Butterscotch, Rajbhog, Malai Kulfi) Nut-o-Mania Range (Kaju Draksh, Kesar Pista Royale, Fruit Bonanza, Roasted Almond) Nature's Treat (Alphanso Mango, Fresh Litchi, Shahi Anjir, Fresh Strawberry, Black Currant, Santra Mantra, Fresh Pineapple) Sundae Range (Mango, Black Currant, Sundae Magic, Double Sundae) Assorted Treat (Chocobar, Dollies, Frostik, Ice Candies, Tricone, Chococrunch, Megabite, Cassatta) Utterly Delicious (Vanila, Strawberry, Chocolate, Chocochips, Cake Magic)

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Chocolate & Confectionery:


Amul Milk Chocolate Amul Fruit & Nut Chocolate

Brown Beverage:

Nutramul Malted Milk Food

Milk Drink:

Amul Kool Flavoured Milk (Mango, Strawberry, Saffron, Cardamom, Rose, Chocolate) Amul Kool Cafe Amul Kool Koko Amul Kool Millk Shaake (Mango, Strawberry, Badam, Banana)

Health Beverage:

Amul Shakti White Milk Food

ABOUT AMUL PANEER

Amul enter the Fresh Paneer segment by leveraging its Liquid Milk distribution network covering over 100000 retail outlets across India. India's top dairy brand on Monday launched Amul Fresh Paneer . Amul Fresh Paneer is the latest addition in its product portfolio in its quest to become the numero-uno brand in the Indian Paneer market.

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After establishing itself as a market leader in Frozen Paneer category through its Amul Malai Paneer brand commanding over 65% market share in the branded Paneer market, Amul is now entered the Fresh Paneer segment in order to strengthen its position in the Dairy products category. To start with, Amul launched Amul Fresh Paneer which does not contain any harmful chemicals or preservatives, in Ahmedabad through its Liquid Milk distribution network. Amul Fresh Paneer is an ideal choice since it is made from Pure and Fresh Milk giving it a rich and creamier taste. It has high fat content and low moisture content as compared to loose Paneer available in the market. Amul Fresh Paneer has smooth & uniform texture which is required for preparing mouth-watering recipes. Since it is available in tamperproof sealed polypouches, the quality of Amul Fresh Paneer does not get affected and can be stored in the refrigerator for 15 days. Amul Fresh Paneer is easy to use as it can be cut, fried & grated as per the choice. Indian Paneer market is estimated to be around one lac metric tonnes per annum, 80% of which is sold as loose Paneer by local milk vendors. It is the largest dairy product sold in terms of volume after Liquid Milk.
Paneer is a universally accepted product across Indian sub-continent and is the highest consumed dairy product. Paneer market can be divided into two major segments viz consumers & institutions. Institutional segment contribute to over 80% of the total Paneer market. However this segment is highly price sensitive.

METHODOLOGY OF STUDY

RESEARCH METHODOLOGY
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a.Research design

b.Sample Design

c.Feature of good Sampling

d.Sample size

e.Data collection Method

RESEARCH METHODOLOGY

Research methodology involves the process to systematically solve the research problem or research objectives of the research. It not only includes research methods uses in conduction the research but also consider the logic behind the methods we adopt in the context of our research study and explain why we are using a particular method of technique and why we are not using others so the research results are capable of being evaluated either by the researcher himself or by others.

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Research Methodology of a research includes these major aspects of a research: Research Design Sampling Design Data Collection Methods Processing and Analysis of Data Interpretation and Conclusion

RESEARCH DESIGN

A Research design is the arrangement of conditions for collection and analysis of data in a manner that aims to combine relevance to research purpose with economy in procedure. In fact, the research design is the conceptual structure with in which research is conducted. It constitutes the blueprint for collection, measurement and analysis of data.

1. What is the study all about? 2. Why is the study being made? 3. What type of data is required? 4. Where can the required data are found? 5. What periods of time will study included? 6. How will the data be collected? 7. 8. How will the data be analyzed? In what style will report be prepared?

SAMPLING DESIGN
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Selection of units (like people, organizations etc.) from a given target population is called sampling. Sampling and its study simply help the researcher to generalize the results of consumer research done on a specific sample, to the whole population from and finite part of a statistical population the properties of which are analyzed and studied to understand the population (Webster 1985) When applied to people sampling can be defined as a set of respondents taken from large population for the purpose of a survey.

SAMPLING DESIGN TECHNIQUES

There are various types of sampling design techniques. All the sampling design techniques are divided into two categories:-

(A) (B)

Non Random Sampling Techniques Random Sampling Techniques

(A)Non Random Sampling Techniques are:-

1. 2. 3. 4.

The Connivance Sampling Judgmental Sampling Quota Sampling, and Penal Sampling.

(B)Random Sampling Techniques are:-

1. Simple Random Sampling

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2. 3. 4. 5. 6.

Systematic Random Sampling Stratified Sampling Cluster Sampling Multi Stage Sampling, and Purposeful Sampling.

SAMPLE SIZE

Every researcher has to determined to sample size of the population for which the study is to be conducted. For example All senior citizens residing in national capital region. Then the next step is to determine the samples size that is to be selected from the population. Determination of the precise size of a sample that has to be selected from the population is a difficult task.In this research 40 Correspondence has been taken

DATA COLLECTION METHODS


There are two types of data:1. Primary Data, and 2. Secondary Data

The which are used in this summer training report are the primary data and these collect from the following methods:

1. 2. 3. 4.

Survey method Interview method Observation method, and Document review

Field Work:
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Field work needs many managerial and administrative skills apart from the research skill, as it is very important step in the process of marketing research. The field work involved searching and finding out prospective customers, handling their queries, sales and marketing of new connections and retaining of the old customers. Each and every day I was to visit different customers directly, through phones, in the different offices and retail outlets and I used to maintain daily records of the different activities.

Limitation of the Study:


The study has some limitations these are : 1. The survey was limited to some specific areas of Nagaon. So drawing the conclusion about the whole Amul market in Assam based on these 11 areas may not be the true picture.

2. The psychology and temperament of a respondent play a significant role. Some respondents are more sensitive as against others who are more tolerant. Change in their composition of the respondents can affect the answers adversely and favorably.

3. As I have visited many remote areas so I find many difficulty in making the people different question as they are illiterate.

4. Some of the respondents hesitate to give the answers thinking me as an government inspection employee.

5. Respondents may not have time in answering various questions and may be biased to certain questions. 6. In proper Nagaon the retailers are so busy that we had to skip the rank ordered question from our questionnaire.

7. In some areas the number of retailers is very small. So the sample size in that area was not sufficient as expected. 25 | P a g e

8. As I have mainly focused in the Nagaon area especially in the urban sector so I could not bring about the exact condition about the rural areas due to limitations of time and improper communication facilities in the rural areas

DATA ANALYSIS AND INTERPRETATION: Data Interpretation:


The following questionnaire was prepared to find out the responses from the retailers:

Amul india lIMITED

Nagaon branch

Research proposal
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An effort by...........

Biku Agarwala Master school of Management

F 17, Shastrinagar, Meerut.

Pin 250 005. (U.P.)

Amul paneer success potential.


QUESTOINNARE

Name of the out late ................................. Owners name .......................................... Contact no .............................................. Address ..................................................

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.................................................. Q.1) How do you like to stock paneer ? Daily wise. Weekly wise. Monthly wise. Q.2) Do you kept local brands paneer ? Yes. No. Some times.

Q.3) Rank the following paneer according to the demand in your shop 1) Amul 2) Ajanta 3)Gopal 4)local Q.4) How many freezer do you use in your out late? One . Two. More than two.

Q.5) Does brand matters to the customers? Yes.

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No. 6)Are the sales affected due to stock problem of Amul ? a) Yes b)No

7) Which is the most important criteria for the choice of selection by the consumers? a) Price b)Taste c) Packaging d) Brand name 8) Are you satisfy with the replacement policy of amul paneer? a) Yes b)No 9)Which company you think is competitor of Amul paneer a)Ajanta b)Gopal C)local d)local 10)which packet size of Amul paneer sales the most? a)100gm b)250gm b)1kg 11) How many rupees do you have invest in purchasing paneer of different brand per month?

Brands

Rs

5000-Rs R10000-Rs 15000

Rs15000-Rs 20000

More 20000

than

Rs

10000 Amul Ajanta Gopal Local

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DESCRIPTIONS OF THE QUESTIONS:


In this description of the questions we have selected only those which will help us to draw a meaningful conclusion from the survey and so we have selected the following questions:Q1,Q2,Q3,Q4,Q5,Q6,Q7,Q8,Q9,Q10,Q12

Question No.1
How do you like to stock paneer? This question was basically asked to have an idea about the sales of paneer. The findings were5 retailers in the area stock paneer monthly wise. 25retailers in the area stock paneer weekly wise. 10 retailers in the area stock paneer daily wise.

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Question No.2
DO YOU KEEP LOCAL BRANDS PANEER? The question was asked to know the availibilty of brands in comparison to local products. The findings were: 25 retailers had products of local paneer. 7 retailers did not keep local paneer. 8 retailers keep local products sometimes

Question No.3 Rank the following paneer according to the demand in your shop 2) Amul 2) Ajanta 3)Gopal 4)local The question was asked to know the most demanded brand by the consumers in the paneer segment.
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The findings were as follows: 10 outlets ranked Amul 1st i.e.20 % 12 outlets ranked Ajanta 1st i.e. 24% 8 outlets ranked Gopal 1st i.e. 16%

10 outlets ranked local paneer 1st i.e. 20%

20%

20% DEMAND AMUL AJANTA GOPAL

16% 24%

LOCAL

As per the findings we can figure it out that Ajanta is the most demanded brand in the paneer segment and thereafter followed by amul and local in the second position.

Question No.4 How many freezer do you use in your out late? The question was asked to find the stocking capacity of retailers
The results are: 35 outlets have 1 freezers 4 of the outlets have 2 freezrs 1 the outlet have more than 2 freezers
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Question No.5)Does brand matters to the customers?


The question was asked to know the brand consciousness of consumers. The survey shows that: 18 outlets have said brand matters to the consumers 22 outlets have said that brand do not matters to the consumers

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Question No6.

Are the sales affected due to stock problem of Amul


The question was asked to know if the retailer face problem due to unavailability of Amul paneer. The findings are: 29 outlets have said that they face problem due to Unavailibility of Amul paneer 11 outlets havesaid that they do not face any problem

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Thus we can clearly see that majority of retailers face problem due to unavailibity those who do not face any problem they substitute Amul paneer with other brands. Question No.7

Which is the most important criteria for the choice of selection by the consumers?
The question was asked to know the consumers criteria of selection. Following are the findings: 20 outlets have regarded price as selection criteria 12 of the outlets have regarded taste as selection criteria 8 outlets have regarded brand name as selection criteria None of the retailers have regarde packaging as a criteria
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Question No.8 Are you satisfy with the replacement policy of amul paneer?
The question was asked to know the satisfaction of retailers with the Amul paneer replacement policy. The findings are: 30 0utletts are satisfied 10 outlets are not satisfied

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27%

26%

MARKET SHARE AMUL AJANTA

Question No.9

10)Which company you think is competitor of Amul paneer?


The purpose of the question was to know the opinion of retailers about the competitor of Amul paneer from retailers point of view. The findings are:12 outlets regard Ajanta as competitor . 10 outlets regard Gopal as competitor 18 outlets regard Local paneer as competitor.

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45%

30%

COMPETITOR OF AMUL PANEER AJANTA GOPAL LOCAL

25%

It is evident from the findings that most of the outlets regard local paneer as its closest competitorl 10)which packet size of Amul paneer sales the most? The question was asked to find out the most sold packet size of Amul paneer The findings are; 12 retailers said that 100 gm packet sells the most 28 retailers said that 250 gm sells the most None of the retailers said that 1kg packet sells the most

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MARKET SHARE OF DIFFERENT BRANDS

SALE PER DAY AMUL AJANTA GOPAL LOCAL 2570 2710 1770 2950

TOTAL SALE OF 40 SHOPS 10000 10000 10000 10000

PERCENTAGE

26% 27% 18% 28%

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29%

26%

MARKET SHARE AMUL AJANTA

17%

27%

GOPAL LOCAL

It is observed that local paneer leads the market by 29% market share followed closely by Ajanta and Amul with27% and 26% market share respectively.Gopal paneer has the least market share of 17%

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FINDINGS
This research project has revealed several significant results.

1)We have found that Amul paneer has been able to penetrate in the segments of paneers. 2) This presence of wide variety of brands is indeed one of the biggest strength of the company. Products from Amul lead the market in various segments. 3) The distribution system and the strategies thereby adopted have not been very effective to cater to the needs of the retailers and the final consumers. 4) Amul paneer face competition not only from its rival companies but at the same the various local products also compete against each other to achieve greater sales irrespective of their category. 5) Finally the aggressive marketing strategies adopted by other brands might be an area of concern for Amul in near future. 6)There is a huge demand of 500gm packet size of amul paneer which is yet not available 7)Ajanta is giving a tough competition to Amul paneer 8)Most of the retailers are willing to increase deep freezers if supply is constant 9) Amul paneer needs to supply more in certain areas
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RECOMMENDATIONS & SUGGESTION

Promote customer value chain across the market by enhancing distribution channels. Explore new market opportunities where Amul is weaker than its rival companies.

The company is required to emphasis on Availability of 250 gms packets The company should maintain the Ability to retain & develop customer relationship.

To have constant feedback at regular intervals to improve & develop the performance of the distribution system. Proper company norms for the distributors should be implemented so that uniformity in the distribution exists. One of the findings of the research is that the price at which the products are made available to the retailers by the distributors varies. Some distributors charged a relatively high price as compared to some other distributors. So uniform price charge by the distributors is recommended. Supply of products in the peak season should be increased. There has been a complain that Amul paneerS though has a high demand during the festive seasons but the company is not being able to meet the demand.
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Supply should be regular to all outlets. Distributors visit only those retail points which order the products in bulk while ignore the orders of the adjacent retail points as these retail points orders only one or two items. Product knowledge should be given to the distributors and some rewards should be given to the distributors for transferring this product knowledge to the retailers.

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CONCLUSION

Under this project I learn lot of practical things like how the market works, how to approach the owner of retailerss, how to convince them etc.

I visited various retail outlets of Amul paneer in Nagaon and tried my best to convince the proprietor to collect the exact data to structure the accurate market share of paneer branda and also the feedbacks, liking and disliking of the retailer and consumer. This was a really good and fruitful experience for me as I got the picture of real market and felt a part of Amul LTD. I had mixed of good and bad experience and this will help me a lot in my near future.

Having the prior theoretical knowledge and the knowledge now acquired will definitely help me in the near future and for this I will always remain grateful to Amul LTD.

BIBLIOGRAPHY

BOOKS:
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I.

KOTHARI .C.R.
Research Methodology, New Delhi Vikas publishing House Pvt. Ltd.

II.

KOTLER PHILIP & KELLER KEVIN LANE, Marketing Management, Practice Hall, New Delhi

Websites:
1> www.goggle.com 2> www.youtube.com 3> www.ask.com 4> www.wikipedia.com

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