The Taste of India

PROJECT REPORT ON

“A Study on Supply of Amul Milk in Retail Outlets of

RAIPUR City”

At
AMUL MILK RAIPUR
BY:
MITESH RATHORE
MBA

OF

A report submitted in fulfillment of the requirements of

MBA (2018-20)

Company Guide:
Mr. B. ROHIT
SENIOR EXECUTIVES (SALES)
OF GCMMF LTD Raipur

1
 INTRODUCTION TO PROJECT

The project presented here gives a detailed analysis of Retailer penetration of

AMUL pouch milk in Raipur 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

1. SUPPLY(S) < DEMAND(Y)

2. SUPPLY(S) > DEMAND(Y)

2
 OBJECTIVES:

 To know how they can maximize their sale.

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

Raipur.

 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.

3
 LIMITATIONS

 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.

 If the respondents answer does not falls between amongst the options given then it will turn

up to be a biased answer.

4
 INTRODUCTION AND HISTORY

In the year 1946 the first milk union was established. This union was started with 250

liters of milk per day. In the year 1955 AMUL was established. In the year 1946 the union

was known as KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS’ UNION. This union

selected the brand name AMUL in 1955.

The brand name Amul means “AMULYA”. This word derived form the Sanskrit word

“AMULYA” which means “PRICELESS”. A quality control expert in Anand had suggested the

brand name “AMUL”. Amul products have been in use 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 of the high-quality products sold at reasonable prices, of the genesis of a vast co-

operative network, of the triumph of indigenous technology, of the marketing savvy of a

farmers' organization. And have a proven model for dairy development (Generally known as

“ANAND PATTERN”).

In the early 40’s, the main sources of earning for the farmers of Kaira district were

farming and selling of milk. That time there was high demand for milk in Bombay. The main

supplier of the milk was Polson dairy limited, which was a privately owned company and

held monopoly over the supply of milk at Bombay from the Kaira district. This system leads

to exploitation of poor and illiterates’ farmers by the private traders. The traders used to

5
 beside 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. Shri Desai

held a meeting at Samarkha village near Anand, on 4th January 1946. He advised the farmers

to form a society for collection of the milk.

These village societies would collect the milk themselves and would decide the prices

at which they can sell the milk. The district union was also form to collect the milk from such

6
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, the govt. 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 govt., the

farmers of Kaira district went on a milk strike. For 15 whole days not a single drop of milk

was sold to the traders. As a result the Bombay milk scheme was severely affected. The milk

commissioner of Bombay then visited Anand to assess the situation. Having seemed the

condition, he decided to fulfill the farmers demand.

Thus their cooperative unions were forced at the village and district level to collect

and sell milk on a cooperative 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 and was registered formally on

14th December 1946. Since farmers sold all the milk in Anand through a co-operative union,

it was commonly resolved to sell the milk under the brand name

AMUL.

7
 At the initial stage only 250 liters of milk was collected everyday. But with the

growing awareness of the benefits of the cooperativeness, the collection of milk increased.

Today Amul collect 11 lakhs liters of milk everyday. Since milk was a perishable commodity it

becomes difficult to preserve milk flora 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 the govt. of New Zealand under

the Colombo plan, of Rs. 50 millions for factory to manufacture 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 it open at Amul

dairy on November 20, 1955.

PEOPLE POWER: AMUL'S SECRET OF SUCCESS

8
 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.

Amul(G.C.M.M.F.) 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,

 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 and

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 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 people brought Amul into fame i.e. AMUL (ANAND MILK UNION

LIMITED), a name which suggest THE TASTE OF INDIA.

PLANTS

First plant is at ANAND, which engaged in the manufacturing of milk, butter,

ghee, milk powder, flavored milk and buttermilk.

Second plant is at MOGAR, which engaged in manufacturing chocolate,

nutramul, Amul Ganthia and Amul lite.

Third plant is at Kanjari, which produces cattelfeed.

Fourth plant is at Khatraj, which engaged in producing cheese.

Today, 13 dairies are producing different products under the brand name Amul.

Today Amul dairy is no. 1 dairy in Asia and no. 2 in the world, which is matter

of proud for Gujarat and whole India.

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 COMPANY PROFILE

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.

The seeds of our Gujarat Co-operati ve milk marketi ng federati on were sown

in November 1973 with the simple intenti on of ensuring a fair return to ti le

producers. The intenti on was to receive all the milk off ered by them.

11
The intenti on was to help member unions develop adequate producti on and

processing faciliti es. The intenti on was to process all the milk received.

The intenti on was to develop a product -mix that would promote sustained

growth. The intenti on was to off er consumers quality products of fair prices

and to do so by achieving economics of scale and costs. The intenti on was to

create and expend a milk grid to maximize the availability of liquid milk.

The intenti on was that milk Co-operati ves would play an ever increasing role

in the rural economy, providing gainful employment to large number of

producers.

The intenti on was to raise producer awareness that they could mange their

own aff airs through Co-operati ves that they controlled. The intenti on was to

create a structure owned by farmers that would, with ti me, be the farmer ’s

best friend.

The intenti on was to establish a marketi ng and distributi on system that

would reach every corner of the country with our products.

And the intenti on was that the highest levels of consumer confi dence would

be reposed in the brands called Amul and

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 Saga(In the chocolate unit camp co chocolate is sold under Amul brand

name)

It is fully made for the consumer by the consumer. In the Amul (G.C.M.M.F.)

Company there are 17-lakh farmers of Gujarat are shareholders of Amul. This

company collect the milk from there share holders about 30-lakh Liters per

day in the pure from at 13- places in the Gujarat. This company has three ti er

of system.

 Village Co-operati ve

 Member union.

 Federati on (G.C.M.M.F Ltd.)

In the sense of three ti er of system company collects the milk from village

Co-operati ve by there 17-lakh farmer (Share holders) at the 13- member

union in Gujarat for the separati on in the form of Liquid and Gel.

Aft er the processing of the milk this member union send the products to the

federati on division for marketi ng behind the brand G.C.M.M.F. Ltd. and in the

fi eld products are sold under the brand name of Amul and Sagar.

13
COMPANY DREAM

 Achieve 50% market share.

 Outlet of strategic points.

 Placement of point of purchase in 100% outlets.

 52554 Rs (million) & 1325 US $ (in million) Turn over by

2007-08 and 1000 Crores turnover by 2010.

TQM POLICY

In 1994 federation had embarked on the TQM(Total Quality Management) .In 1999 it

received Rajiv Gandhi National Quality Award for the year.

14
 More than 25000 Kaizen’s (Small improvement in work areas) where made by the

federation indifferent areas. Workshops on SQC(Statistical Quality Control) have been

conducted across the member dairies to achieved total quality in the production process.

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.

VALUE OF THE GCMMF LTD. (AMUL)

 Customer orientation

 Co-operation

 Quality

15
  Belongingness

 Commitment to producers

 Excellence

 Innovation Pride in organization Integrity

 Leadership

 Growth Orientation-New Products

 Employees Satisfaction

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. Programmed under the aegis of the former

Chairman of the board Dr.V.Kurian.

16
Launched in 1970, 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.

Per capita availability of milk has increased from 132 gm per day in 1950 to

over 220 gm per day in 1998.

The main thrust of Operation Flood was to organize dairy co-operative in the

milk shed areas of the village, and to link them to the four Metro cities,

which are the main markets for milk. The efforts undertaken by NDDB have

not only led to enhance.

Production, improvement in methods of processing and developing of a

strong marketing network, but have also led to the emergence of dairying as

an important source of employment and income generation in the rural areas.

It has also led to an improvement in yields, longer lactation periods,

shorter calving intervals, etc through the use of modern breeding techniques.

Establishment of milk collection centers and chilling centers has enhanced

life of raw milk and enabled minimization of wastage due to spoilage of milk.

17
 Operation Flood has been one of the world’s largest dairy developments

programmed and looking at the success achieved in India by adopting the co-

operative route, a few other countries have also replicated the model of

India’s White Revolution.

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.

Dairy food processing holds immense potential for high returns. Growth

prospects in the dairy food sector are termed healthy, according to various

studies on the subject.

The basic infrastructural elements for a successful enterprise are in place.

key elements of free market system

 raw material (milk) availability

 an established infrastructure of technology

18
 supporting manpower

An entrepreneur ’s participation is likely to provide attractive returns on the

investment in a fast growing market such as India.

Along with an export potential in the Middle East, Singapore, Malaysia,

Indonesia, Korea, Thailand, Hong Kong and other countries in the region.

Among several areas of potential participation by NRIs and foreign investors.

BOARD MEMBERS

Shri Ramsinh Parmar Chairman

Shri Dhirubhai Amarsinh Zala Director
Smt. Mansinh Kohyabhai Chauhan Director
Shri Maganbhai Gokalbhai Zala Director

19
 Shri Shivabhai Mahijibhai Parmar Director
Shri Pravinsinh Fulsinh Solanki Director
Shri Chandubhai Madhubhai Parmar Director
Shri Bhaijibhai Amarsinh Zala Director
Shri Bipinbhai Manishankar Joshi Director
Smt. Sarayuben Bharatbhai Patel Director
Shri Ranjitbhai Kantibhai Patel Director
Managing Director
Shri R.S. Sodi
G.C.M.M.F

Amul products have been in use in millions of homes since 1946.

 Amul Butter

 Amul Milk Powder

 Amul Ghee

 Amulspray

 Amul Cheese

 Amul Chocolates

 Amul Shrikhand

 Amul Ice – cream

 Nutramul

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 Amul Milk

AMUL(G.C.M.M.F.) POUCH MILK

GOLD TAZA BUTTER

MILK

S.N 1LIT 500ML 1LIT 500ML 200ML 450ML

1 ADA RATE PER Rs608.04 Rs620.04 Rs488.64 Rs500.6 Rs411 Rs239.27

CRATE 2

(12 LIT’s)

2 ADA MARGIN Rs 9.96 Rs 9.96 Rs 9.72 Rs 9.72 Rs 9 Rs 5.98

3 CRATES VOLUME 12LIT’s 12LIT’s 12LIT’s 12LIT’s 12LIT’s 12LIT’s

4 RETAILERS PRICING Rs 618 Rs 630 Rs510.36 Rs498.3 Rs 420 Rs 245.70

21
 6
5 MARKET Rs53 Rs27 Rs43 Rs22 Rs 8 Rs 10

PRICE(M.R.P)

Present Amul(G.C.M.M.F.) Pouch Milk & Price

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 PASTEURIZATION:

It is the process of heating milk to 70 degree Celsius for 15 second and then cooling

down. It remove all the harmful bacteria from milk, which is not done in loose milk.

Types of Fresh Milk:

 Amul Taaza Toned Milk 3% fat .

 Amul Gold Full Cream Milk 6% fat.

 Amul Shakti Standardized Milk 3% fat .

 Amul Smart Double Toned Milk 1.5% fat .

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 AMUL GOLD

Serving size 500ml

Energy 87Kcal

Energy from fat 54 Kcal

Total fat 6gm Phosphorus 130 mg

Saturate fat 3.7 gm Sodium 50 mg

Cholesterol 16 mg Thiamine 42 mcg

Total carbohydrate 5.0 gm Riboflavin 120 mcg

Added sugar .0 gm Niacin 100 mcg

Protein 3.3 gm Folic acid 7.5 mcg

Calcium 150 gm Vit A(Retinol) 65mcg

AMUL TAZA

Serving size 500ml

Energy 58 Kcal

Energy from fat 27 Kcal

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Total fat 3 gm Phosphorus 130 mg

Saturate fat 1.9 gm Sodium 50 mg

Cholesterol 8 mg Thiamine 42.5 mcg

Total carbohydrate 4.7 gm Riboflavin 120 mcg

Added sugar .0 gm Niacin 100 mcg

Protein 3.1 gm Folic acid 7.5 mcg

Calcium 150 gm Vit A(Retinol) 32 mcg

AMUL BUTTER MILK

Serving size 500ml

Energy 26 Kcal

Energy from fat 9 Kcal

Total fat 1 gm Calcium 91 gm

Saturate fat 0.5 gm Phosphorus 79 mg

Sodium 30 mg Thiamine 25 mcg

Total carbohydrate 2.3 gm Riboflavin 73mcg

Added sugar .0 gm Niacin 61 mcg

Protein 2.1 gm Folicacid 4.5mcg

COMPANY STRUCTURE

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Gujarat Cooperative Milk Marketing Federation (G.C.M.M.F) is India’s

largest food products marketing organization. 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.

13 district cooperative milk producers Union.

No. of Village Societies: 13,141

No. of Village: 6.4 lack

No. of Farmers: 70 lack

Dairy plant: 30

Manufacturing plant: 13

Sales office: 47

Depot (warehousing): 48

APO’s: 3000

WD’s 3000

ADA 2200

Producing milk 1.5 crore lit/day

Use in milk: .35 lack lit/day

Use in milk product 1.15 crore Lit/day

Total Milk handling capacity: 5 million liters per day

Milk collection (Total – 2001-02): 1.67 billion liters

26
(2002-2003): 1.86 billion liters

(2003-2004): 1.94 billion liters

ORGANISATION

(MARKETING DIVISION)

27
 PROBLEM ENVIRONMENT

As topic of the project was “RETAILER PENETRATION AMUL MILK IN RAIPUR”.

A Critical Analysis, the problem environment was as follows :

 How to increase number of outlets in the city of RAIPUR. As here the number

of outlets was less.

 Sales Maximization: Amul is not getting the sale which it should get.

 Distribution Pattern: As to analyze it.

PROBLEM BEING FACED:

Problem being faced are as follows:

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 As the distribution channel of the Amul is not up to the mark, they are facing

tough competition from local companies, which are providing prompt

services.

DISTRIBUTION NETWORK

GCMMF Ltd. (Amul) has very strong and wide distribution network

which spread all over India and foreign countries.

The federation operate and efficient distribution infrastructure

consisting of 47 sales offices, catering to 2300 ADA,s(Area delivery agent)

distributors and 5 lakhs retailers.

Federation also co- ordinate a unique programme called "AMUL YATRA"

for almost every federation stocking for exposing the federation

philosophy of the culture of co-operation all well as operational system

and progress.

The federation also invited distributors, salesman from allover the

country to Anand for a training program focused on the federation

philosophy and developing their selling skills

29
DISTRIBUTION NETWORK CHART

HEAD OFFICE

ZONAL OFFICE

DEPOT

DISTRIBUTORS

RETAILORS

30
 ENDUSER

Head Office:-

Amul Dairy Road

P.O. Box- 10

Anand -388001

DOMESTIC MARKETING :

For domestic marketing the federation has divided the whole country into six

zones. They are -----------

 H.O ANAND ZONE

 DELHI ZONE

 MUMBAI ZONE

 CHENNAI ZONE

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 CALCUTTA ZONE

 GUHAT

SALES OFFICES:

Asansole Jaipur

Agartala Jammu

Bannerol Jorhat

Bhayandra Kozhikode

Cochin Kanpur

Coimbatore Kundli

Cuttak Nagpur

32
Dimapur Naini Daman

Mohali Patna

Ghaziabad Pune

Guwahati Port Blair

Gorakhpur Parwanoo

Hubli Raipur

Hyderabad Ranchi

Indor Sambalpur

Imphal Shillong

Vishakhapatanam Varanasi

33
 MARKETING RESEARCH

Marketing research plays an important role in the process of marketing. Starting

with market component of the total marketing talks. It helps the firm to acquire a better

understanding of the consumers, the competition and the marketing environment.

DEFINITION

“Marketing research is a systematic gathering, recording and analysis marketing problem

to facilitate decision making.”

- Coundiff Still.

“Marketing research is a systematic problem analysis, model building and fact finding for the

purpose of important decision making and control in the marketing of goods and services.

- Phillip Kotler.

34
 MAIN STEPS INVOLVED IN MARKETING RESEARCH

Defining the Marketing Problem to be tackled and identifying the market research problem

involved in the task.

(1) Define the problem and its objectives.

(2) Identify the problem.

(3) Determine the information needed.

(4) Determine the sources of information.

(5) Decide research methods.

(6) Tabulate, Analyze and interpret the data.

(7) Prepare research report.

(8) Follow-up the study.

(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. It also includes the establishment of a general framework of major

marketing elements such as the industry elements, competitive elements, marketing elements

and company elements.

35
(2) IDENTIFY THE PROBLEM :-

Identifying the problem involves getting acquainted with the company, its business, its

products and market environment, advertising by means of library consultation and extensive

interviewing of company’s officials.

(3) DETERMINING THE SPECIFIC INFORMATION NEEDED :-

In general the producer, 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:- Primary data are those which are gathered specially for the project at hand,

directly – e.g. through questionnaires & interviews. Primary data sources include company

36
 salesman, middleman, consumers, buyers, trade association’s executives & other

businessman & even competitors.

 Secondary Data:- These are generally published sources, which have been collected

originally for some other purpose. Source are internal company records, government

publication, reports & publication, reports & journals, trade, professional and business

associations publications & reports.

DECIDE RESEARCH METHODS FOR COLLECTING DATA :-

If it is found that the secondary data cannot be of much use, collection of primary data

become necessary. Three widely used methods of gathering primary data are

A) Survey

B) Observation

C) Experimentation

A. SURVEY METHOD :-

37
 In this method, information gathered directly from individual respondents, either through

personal interviews or through mail questionnaires or telephone interviews.

B. OBSERVATION METHOD :-

The research data are gathered through observing and recording their actions in a marketing

situation. This technique is highly accurate. It is rather an expensive technique.

C. EXPERIMENTAL METHOD :-

This method involves carrying out a small scale trial solution to a problem, while at the same

time, attempting to control all factors relevant to the problem. 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.

THE PANEL RESEARCH:-

In this technique the same group of respondents is contacted for more then one occasion; and

the information obtained to find out if there has been any in their taste demand or they want

any special quality, color, size, packing in the product.

38
 a) Preparation of questionnaire

b) Presetting of questionnaire

c) Planning of the sample

TABULATE, ANALYSIS AND INTERPRET THE DATA :-

The report must give/contain the following information:-

a) The title of research.

b) The name of the organization for which it has been

conducted.

c) The objectives of research.

d) The methodology used.

e) Organization and the planning of the report

f) A table of contents along with charts and diagrams used in the reports

g) The main report containing the findings

h) Conclusion arrived at end recommendations suggested

39
i) Appendices (containing questionnaire / forms used sample design, instructions.)

RESEARCH DESIGN

1. RESEARCH PROBLEM

 Increase the awareness level of AMUL .

 Seek the general perception of retailer towards AMUL MILK.

 To find the performance of AMUL MILK vis-à-vis other Brands.

 To know the retailer psychology and their behaviour towards AMUL

MILK.

2. RESEARCH OBJECTIVES & RELATED SUB OBJECTIVES

 To know the relationship of sales with the retailer.

 To know awareness of people towards Amul milk.

 To know in which area of segment Amul milk are mostly like/preferred.

40
 To know which area is not responding the Amul sale up to the mark.

 To know the preference of Amul milk with comparison to

Other competitive brands.

 To know the factors which affects buyer’s buying behaviour

to purchase milk.

3. INFORMATION REQUIREMENT

 First, I had to know about all the competitors present in the Amul milk

Segment (Reputed and well established brands as well as Local brands).

 Before going for the survey I had to know the comparative packs and

Prices of all the competitors existing in the market.

 Since milk is a product that basic need of every people and family. It is most perishable item

in FMCG .So know about the basic information regarding to milk. Hence I had to trace the

market and segment it, which mainly deals with various type of retailer which may be big or

small.

 As milk is different product, the main information needed is the various types of milk

available in the market, their calorific value and various other facts. They can be termed as :

41
4. CHOICE OF RESEARCH DESIGN – ALTERNATIVES & CHOICE

Despite the difficulty of establishing an entirely satisfactory classification system, it is helpful

to classify marketing research on the basis of the fundamental objectives of the research.

Consideration of the different types, their applicability, their strengths, and their weakness

will help the student to select the type best suited to a specific problem.

The two general types of research are:

EXPLORATORY RESEARCH

Exploratory research seeks to discover new relationship, emphasis on discovery of ideas.

Marketing researches devote a significant portion of their work on exploratory studies when

very little is known about the problem being examined.

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.

42
5. RESEARCH INSTRUMENT USED - DETAILS & WHY?

If one wants to know what type of dentifrice people use, what they think of, television

commercials, or why they buy particular brands of cars, the natural procedure is to ask them.

Thus, the questionnaire method has come to be the more widely used of the two data

collection method. Many consumers are now familiar with the telephone caller who greets

them with “We are making a survey”, and then proceeds to ask a series of questions. Some

interviews are conducted in person, others by telephone, and others by mail. Each of these

has its special advantages and disadvantages and limitations. The questionnaire method in

general, however, has a number of pervasive advantages and disadvantages. Discussion of

particular variations will be more meaningful if these characteristics of the general methods

are brought out first.

A questionnaire consists of list of questions to be asked from the respondents and the space

provided to record the answer / responses. Questionnaire can be used for the personal

interviews, focus groups, mails and telephonic interviews. 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.

The common factor in all varieties of the questionnaire method is this reliance on verbal

responses to question, written or oral.

Questionnaire in the project consists of:

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 Multiple choice questions

 Dicthomus

MULTIPLE CHOICE QUESTIONS:

Questions of this type offer the respondents an alternative to choose the right answer among

others. It is faster, time saving and less biased. It also simplifies the tabulating process.

OPEN END QUESTIONS:

In this type respondents are free to answer in their own words and express the ideas they

think are relevant, such questions are good as first questions or opening questions. They

introduce the subject and obtain general reaction.

DICTHOMUS:

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 These are the questions which are Boolean in nature. These answers are straightforward and

respondents have to answer them in a straight way. That means the answer can only be either

‘Yes” or ‘No’.

6. SAMPLING TECHNIQUE USED & SAMPLE SIZE - 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.e. Cluster and convenience. In the

probability sampling methods, each items in the sample is chosen one at a time from a

complete list of universe elements. In marketing research practice, it will sometimes be more

expedient to select clusters or groups of universe elements, rather than to choose sample

items individually.

Sampling methods in which universe elements are chosen in groups ---- rather than

individually -- are called cluster-sampling methods. They are widely used in the sampling of

human populations. When no complete universe listing exists, a type of sampling is called

area sampling may be the only practically feasible form of probability sampling.

SAMPLING METHODS

Sample design is a definite plan of obtaining some items from the whole population. The

sample design used in this project is whole RAIPUR (C.G) sampling i.e. cluster sampling and

convenience sampling. The whole city was divided into some geographical areas like

 ZONE 1 RAIPUR

 ZONE 2 RAIPUR

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 ZONE 3 RAIPUR

 ZONE 4 RAIPUR

and I have chosen ZONE 2 . The total sample size was 300.

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CLUSTER SAMPLING

Here the whole area is divided into some geographical area and a definite number of retailers

were to be surveyed.

CONVINIENCE SAMPLING

This type of sampling is chosen purely on the basis of convenience and according to

convenience. I visited that are which is situated in main market and there I got easily

maximum number of retail outlets. ZONE 2.

SAMPLING

1. Sampling Technique :Non probability sampling

(A non probability samplitechniqis

that in which each element inthe

Population does not have a equal

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 chance of getting selected)

2. Sample Unit : Retailer who sold the pouch milk

in retail outlets, superstores, etc

3. Sample size : 300 respondents (ZONE 2)

4.Direct interview through : Questionnaire.

5. Data analysis method : Graphical method.

6. Area of Sample : ZONE 2

7. Timing of survey : 6:00 am to 10:00 am

3:00 PM TO 7:00 PM

8. Reported time in office : WEEKLY

FIELD WORK-METHOD USED FOR DATA COLLECTION

 Questionnaire was prepared keeping the objective of research in mind.

 Questions were asked to respondents as regards to there willingness to purchase Milk.

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 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 Raipur.

1. Zone 1 Raipur.

2. Zone 2 Raipur.

3. Zone 3 Raipur.

4. Zone 4 Raipur.

 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.

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 LIST OF LOCATIONS COVERED

1. LIC COLONY

2. Devendra Nagar

3. Shankar Nagar

4. kachna

5. Avanti Vihar

6. Saddu

7. Zero POint

8. Pandri

9. Fafadih

10. Jail Road

11. Mowa

12. Dubey Colony

13. Friends Nagar

14. Ashoka Ratna

15. Lodhipara.

16. Paras Nagar

17. Raja Talab

18. Daldal Seoni

19. New Timber Market

20. Science Centre

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 List of Retailer in Sample Area:

 Annapurna Provision Store.

 Shivam General Store.

 Prabhat Provision Store.

 Shukla Provision Store.

 Mahesh General Store.

 Aman Store.

 Maa Annapurna General Store.

 Gopalji General Store.

 Prakash General Store.

 Bajpai Provision Store.

 Anand General Store.

 Maa Veshnav Provision Store.

 Virendra General Store.

 Suneel Provision Store.

 Piyush Provision Store.

 Shyama General Store.

 Baba Anandesvar Dugdh Bhandar.

 Shanti Provision Store.

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 Prabhat General Store.

GRAPHICAL ANALYSIS

 What is your average sale per month?

RUPEES

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 INFRENCE : -

It was found that 45% retailers are selling (0-

1,000) Rs. Milk 30% (1,000-2,000) Rs. 20%

(2,000-3,000) Rs. and 5% are selling more than 3,000 Rs. milk per day.

 Which brands of Milk have in your shop?

 Blue – Amul

 Purple – More than one

 Red – Vachan

 Green – Dinshaw

INFRENCE :-

It was found that 40% retailers are selling only Amul milk , 15% only Vachan ,3% only

Dinshaw and 42% are selling more than one brand of milk.

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 Those retailers who were not selling pouch milk when we asked that you are interested in

selling Amul pouch milk.

INFRENCE :-

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

Amul milk.

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 Customer opinion about Amul Milk?

INFERENCE :-

It was found that customer opinion for Amul milk is good 38%, 54% very

good and 8% excellent.

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 Which brand provides best distribution service in milk?

INFRENCE:-

It was found that 40% retailer are satisfy with the distribution of Amul milk,48% are satisfy

with the distribution of Vachan and 12% are satisfy with the distribution of Dinshaw .

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 Who are best competitor of Amul milk?

INFRENCE :-

It was found that Amul is facing 80% competition from Vachan and 14% from Dinshaw .6%

from others.

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 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.

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 Which time is preferred for the order

INFRENCE :-

It was found that 32% retailer preferred at afternoon and 68% at morning For the

order.

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 Is there any problem regarding the Amul milk?

INFRENCE :-

It was found that 66% retailer had not a problem regarding Amul milk and rest of them

had problem.

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 What do you prefer to pouch milk?

INFRENCE :-

It was found that 42% consumer prefer to availability, 28% quality, 22% price and 8% taste

in

pouch milk.

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 FINDINGS

 During the survey it was found that still there are 70% people uses loose milk.

 Amul is not providing the leakage facilities to the ADA so that retailer is not satisfied with

the ADA due to profit margin.

 Retailer margin is less in comparison to there competitor brand Vachan.

 More leakage problem is happen in brand of amul milk due to excess capacity of milk(12lit

/crates) while Vachan is providing 10 lit /crates

 In its advertisement is not using any brand ambassador which attracts all age group people.

 There is lake of Sales Promotional Activities i.e. wall painting, ice-box, Boards, etc.

 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.

 People who have tasted Amul milk are not ready to purchase any other milk brand.

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 SUGGESTIONS

 In order to maintain and increase the sales in the city of Raipur, the following

recommendations regarding Amul milk; particularly regarding advertisement, distribution,

promotional policies, etc, are hereby suggested:

 Amul should provide the ice box for those retailer they don’t have fridge but they have good

demand of milk , 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).

 Though Amul milk advertisements are rarely shown on television yet many people could

recall it as per the data of research. It shows that there is only need to give advertisement only

to rememorize customers. Because Amul has very strong brand name.

 Company should work in the packaging of milk therefore short out the leakage problem.

 Company should provide only 10 lit/crate milk therefore short out the leakage problem.

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 Company should reduce Rs1.00 in 1 Lit packaging therefore consumer will purchase the 1lit

milk pack in comparison to competitor brand

CONCLUSION

As we know that Amul (G.C.M.M.F.) is very big organization and market leader

in dairy products. It has maximum market share in Milk, Butter and Cheese, which are its

main/core products. As we know Amul is a co-operative organisaion but milk industry is a

profitable industry we can’t ignore it. With the help of research, company can find out its

week points in milk segment and can increase its market share through rectify mistakes.

People have believed in Amul’s product and they will accept its fresh milk also if effective

actions were taken.

The survey resulted into following conclusions :

 Amul must come up with new promotional activities such that people become more aware

about Amul milk .

 In comparison to Amul milk, the other players such as Vachan, and Dinshaw provide a

better availability and give competition to the hilt due to local brand .

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 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 MBA from “Amity University Raipur Chhattisgarh”

Conducting a survey on “Retailer Penetration Amul Milk in RAIPUR”.

Questionnaire

Name of Retailer:

………………………………………………………………………

Name of retail shop

………………………………………………………………………………………………

Address:

…………………………………………………………………………………………………

……………………………………………………………

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ContactNo:

…………………………………………………………………………………

1. What are your average sales per day?

(a) 0-1000Rs.

(b) 1000-2000 Rs.

(c) 2000-3000Rs.

(d) More than 3000 Rs.

2. Which brands of Milk have you in your shop?

(a) Amul

(b) Vachan

(c) Dinshaw

(d) More than one

3. Which brand is preferred by customer?

(a) Amul (b) Vachan

(c) Dinshaw (d) Others

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 4. Customers opinion about Amul Milk?

(a) Good (b) Very good (c) Excellent

5. Those retailers who were not selling pouch milk when we asked that

you are interested in selling Amul pouch milk.

(a) Yes (b) No

6. Average customer demand of different brands of Milk?

(a) Amul (b) Vachan

(c) Dinshaw (d) Others

7. Distribution of Amul Milk?

(a) Good (b) Very Good (c) Bad

8. Who are best competitors of Amul milk?

(a) Vachan (b) Dinshaw

9. Which brand provides best distribution service?

(a) Amul (b) Vachan (c) Dinshaw

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10. To whom do you like to deal?

(a) Distributors (b) Company

11. Which time do you prefer for order?

(a) Morning (b) Evening

12. Is there any problem regarding the Amul milk?

(a) Yes (b) No

13. What do you prefer to pouch milk?

(a)Quantity (b) Price

(c)Taste (c) Availability

THANK YOU

_________________

______________

____________

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 BIBLIOGRAPHY

1. www.amul.com

2. www.amuldairy.com

3. www.marketresearch.com

4. Research Methodology. ( Harper W.Boyd, C. R. Kothari )

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