Arshad-Amul
-
Upload
arshad-shaikh -
Category
Documents
-
view
175 -
download
0
Transcript of Arshad-Amul
Presented By: Mr. Arshad Shaikh (44)
A MARKET STUDY OF AMUL FRESH DIVISION PRODUCTS (POUCH MILK AND PROLIFE LASSEE)
IN PALGHAR AND SAPHALE.
• Market Study
• Product Divisions of Amul
– Fresh Division Products
– Dairy Division
– Ice Cream and Frozen
July 13, 2013 2
July 13, 2013 3
Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF)
Type Cooperative
Industry Dairy/FMCG
Founded 1946
Headquarters Anand, Gujarat, India
Founder DR. VERGHESE KURIEN
Revenue (2012–13) Rs 13735 Crores
Members
17 District Cooperative Milk Producers Union
No. of Producer Members 3.18 Million
Total Milk handling capacity 16.8 Million litres per day
Website www.amul.com
July 13, 2013 4
• To study the distribution channel .
• To study the existing markets of FDP in Palghar & Saphale.
• To identify the issues related to Amul FDP among retailers and distributors.
• To know the preferences of consumers towards Amul FDP with comparison to other competitor’s brands.
July 13, 2013 5
• To know the problems faced by the Distributors and Retailers.
• To know the existing market of Fresh Division Products.
• To know the position of Amul in Palghar and Saphale.
July 13, 2013 6
• Type of Research: Descriptive Research
• Data Collection Method
– Primary
– Secondary
• Sampling plan
– Population
– Sample size
• Sampling technique
– Convenience sampling
July 13, 2013 7
• Product and Price
– Pouch Milk • Taaza : Rs 32/litre
• Gold: Rs 42/litre
– Prolife Lassee • Rs 15/ 200ml
July 13, 2013 8
July 13, 2013 9
ADA
Distributors
Retailers
Customers
• Communication and Advertising • Corporate Campaign: The Taste of India
• Logo: Logo and Girl Child.
• Branding: Umbrella Branding
• Advertising:
– Outdoor: Hoardings/billboard
– Broadcast: Television
– Print: Newspaper and Pamphlets
– Internet: Independent Website and Social Networking sites.
July 13, 2013 10
• Retailers Survey
• Kiosk
• Find New Retailers
• Encourage the existing retailers
July 13, 2013 11
July 13, 2013 12
July 13, 2013 13
75%
25%
Do you stock Amul Products in your
shop?
Yes
No
0
5
10
15
20
25
1- 10 11-20 21-30 31-40 40-50 Above 50
No
. of
Re
spo
nd
en
ts
Amul Milk (In litres)
Average daily sale of Amul Milk?
(87 respondents)
July 13, 2013 14
81
29
6
85%
90%
95%
100%
Amul Other Brands
Which pack of milk is mostly sold in your shop?
(87 and 29 respondents)
Pouch Milk Tetra Pack
0%
20%
40%
60%
80%
100%
1-10 11-20 21-30 31-40 41-50 Above 50
18
20 9 10 5 14
16
6 3 3 1 6
Which milk variant of Amul is mostly sold? How Much (in litres)? (87 respondents)
Taaza Gold
July 13, 2013 15
0
500
1000
1500
2000
Taaza
Gold
1813
436
49 0
4 30
Select the variant and pack and write the quantity of
sales daily? (87 respondents)
500ml 1 litre 5 litres
0
50
100
Rate Amul Milk (116 respondents)
V.Good Good Average Poor
July 13, 2013 16
20%
80%
Average daily sale of Amul Profile Lassee
(5 respondents)
Below 8 pcs Between 9-16 Pcs 17 and above
010203040
50
60
Rate Amul Prolife Lassee? (116 respondents)
V.Good
Good
Average
Poor
July 13, 2013 17
0
10
20
30
40
50
60
70
80
90
100
Unawarenessabout product
Does not liketaste
Higher Price Other Reason
Why customers do not prefer Amul Milk and Prolife Lassee? (116 respondents)
Amul Milk
Amul Lassee0
100
200
Milk
Lassee
94
10
24 108
Do you keep other brands of Milk or Lassee?
(116 respondents)
Yes No
July 13, 2013 18
0%10%20%30%40%50%60%70%80%90%
100%
82
34
90
50
80
54 44
12
60
4
44
14
40 50
If Yes, which brands? (94 respondents)
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Max sale of Milk at your shop? (116 respondents)
Rank 1
Rank 2
Rank 3
Rank 4
Rank 5
July 13, 2013 19
5%
39%
56%
Profit on other brands? (116 respondents)
Less than Amul Same as Amul More than Amul
52
5
10
19
30
9
8
17
65
17
Reduction in Price
Change in Taste
Change in Packaging
Improvement in promotion system
Other ideas
Ideas to increase sale of Amul Milk and Lassee?
(116 respondents)
Amul Lassee Amul Milk
July 13, 2013 20
54% 36%
4% 6% 0%
What you do for the Amul Milk which is unsold?
(87 respondents)
Never happens Keep for next day Family use Wasteage Others
July 13, 2013 21
1%
99%
Do Company Implement any trade promotion schemes
for retailers? (87 respondents)
Yes No
26%
74%
Do other brands offer any trade promotion schemes for
retailers ? (116 respondents)
Yes No
• Distributors
– Only 2 Authorized distributor in Palghar.
– Payments
– Communication Gap
• Retailers
– Service Problem in Rural Areas.
– Margin
– No Proper Display
July 13, 2013 22
• Amul has good brand name as well as unique identity in the market.
• Market share of Amul Fresh Division Products
• The awareness of "Amul Prolife Lassee"
July 13, 2013 23
• Increase the Distributors
• Schemes for retailers/ Margin should be increased
• Suggestions & complaints made by retailers & consumers should be given due attention .
• ADA for specific area.
July 13, 2013 24
• Increase the Distributors
• Schemes for retailers/ Margin should be increased
• Suggestions & complaints made by retailers & consumers should be given due attention .
• ADA for specific area.
July 13, 2013 25
• Survey is limited to Palghar and Saphale.
• Respondents may not be true in answering various questions and may be biased to certain other questions.
• Non co-operative approach of retailers and customers for survey.
July 13, 2013 26
July 13, 2013 27
• http://www.amul.com/m/organisation
• http://mofpi.nic.in/ContentPage.aspx?CategoryId=145
• http://en.wikipedia.org/wiki/Toned_milk
• http://en.wikipedia.org/wiki/Umbrella_brand
July 13, 2013 28
Thank You
July 13, 2013 29