A Report on academic project

titled
Demand Estimation for Paneer in Chennai Region

Submitted to
Mr. Apurva Suryadeo,
Branch Manager, GCMMF Ltd,
Chennai.

Written by
M.Samuel,
MBA Student,
Mepco Schlenk Engineering College,
Sivakasi.
Objective of the Study:

To estimate the demand for ‘Paneer’ in Chennai Region

Executive Summary of the Report:

Sampling Details:

Data was collected from 121 outlets in 38 different areas of Chennai. Data collection was
done from 12th July to 6th August 2010.
A questionnaire was designed to collect the data from the retail outlets, which is also
attached at the end of this report.
Outlets were classified into A, B and C based on the size and sophistication of the outlet.

Total number of Sample outlets: 121

Class A outlets: 55
Class B outlets: 32
Class C outlets: 34
Classification of Samples – Outlet wise

Class A 55
Reliance Fresh 15
Nilgiris 10
Spencers 8
Heritage fresh 4
More 3
Fish N Fresh 3
Grace 2
Individual Outlets 10

Class B 32
Grace 4
More 2
Yesesi 2
Margin free 2
Individual outlets 22

Class C (All are individual outlets) 34

Total outlets 121

Importance was given to collect the data from Retail Chains like Reliance Fresh, Nilgiris,
Spencers, More and Grace.

Classification of Sample on the basis of Type of the outlet

Type Of Outlet Frequency Percent

Mini Market Chain 55 45.5%

Stand Alone supermarkets 35 28.9%

Grocery Shops 18 14.9%

Convenience Shops 13 10.7%

Total 121 100%

Area wise Sample list – Covering full Chennai City

S.N Area Class Class Class No of
o A B C Outlets
1 Adambakkam 0 1 1 2
2 Adyar 2 1 1 4
3 Alwarthirunag 1 0 1 2
ar
4 Ambattur 1 2 0 3
5 Aminjikarai 0 2 0 2
6 Anna nagar 5 1 2 8
7 Arumbakkam 2 0 3 5
8 Ashok nagar 3 3 2 8
9 Aynavaram 2 0 0 2
10 Besant nagar 2 1 0 3
11 Kilpauk 1 0 1 2
12 KK nagar 1 2 0 3
13 Kodambakkam 1 2 0 3
14 Madipakkam 1 0 0 1
15 Mandaveli 0 0 1 1
16 Medavakkam 1 0 1 2
17 Mugappair 3 3 1 7
18 Nanganallur 2 0 0 2
19 Nungambakka 1 1 1 3
m
20 Pallikaranai 1 1 0 2
21 Perambur 1 0 0 1
22 Poonamalle 1 1 1 3
23 Porur 2 1 0 3
24 Purasaiwalka 1 0 0 1
m
25 Puzhithivakka 1 0 0 1
m
26 Royapettah 2 0 0 2
27 Royapuram 1 0 0 1
28 Saligramam 0 1 2 3
29 T.Nagar 2 1 2 5
30 Tambaram 1 0 0 1
31 Tambaram(Ea 1 1 3 5
st)
32 Thiruvanmiyur 0 0 3 3
33 Vadapalani 2 0 1 3
34 Valasaravakka 2 1 2 5
m
35 Velacherry 3 3 1 7
36 Vepery 1 1 0 2
37 Villivakkam 2 0 0 2
38 Virugambakka 2 2 4 8
m
Total 55 32 34 121
 Brands of Paneer Available in Outlets
Class Class Total
Brands Class A B C (out of 121)
Milky Mist 36 16 19 71
Tofu 41 2 0 43
Amul 28 3 6 37
Milky
Fresh 24 3 1 28
Heritage 16 4 3 23
Hatsun 7 2 11 20
White gold 3 8 0 11
Nilgiris 9 0 0 9
Milkberry 0 4 1 5
Aavin 1 1 0 2
Misty
Magic 0 1 1 2
Milky Milch 2 0 0 2
Snowmist 0 1 0 1
Amoha 0 0 1 1
White mist 0 0 1 1

Availability of brands of Paneer in Outlets

Milky
AavinMilch
Milkberry
Nilgiris 1%
2% 1%
White gold4%
4% Milky Mist
28%
Hatsun
8%

Heritage
9%

Milky Fresh Tofu

11% 17%
Amul
14%

Milky Mist Brand of Paneer is available in 28% of the shops regardless of the Class.
Amul is at 3rd position with 17% in terms of Market availability.
Number of Brands in each Outlet

Number of Brands Frequency Percent

1 52 43.0

2 23 19.0

3 24 19.8

4 19 15.7

5 3 2.5

Total 121 100.0

Out of 121 Shops 52 (43%) has at least one brand, 19% of shops has 2 brands and 20% of
the shops has 3 brands of Paneer.
So, 38% of the outlets in Chennai has 3 or more than 3 brands of Paneer.

Frequency of Ordering by the Outlets:

Class * Order Frquency Cross tabulation

Order Frquency

Weekly Weekly Weekly

Daily Thrice twice once Total

Class A 6 15 11 23 55

B 7 11 5 9 32

C 2 5 4 23 34

Total 15 31 20 55 121

The table shows that 45% of the Outlets order for Paneer weekly once or less frequently
than that.
12 % of shops order daily, 25 % of the shops order once in two days and 16% of the
shops order once in three days.
Demand For Paneer in Class A Outlets

Class A Outlets

No of Minimum Maximum
Outlets (Kg) (Kg) Mean (Kg) Sum (Kg)

Average Sale of 55 0 20 4.56 251

Paneer / Day

Average Sale of 24 0 3 1.38 33

Amul Paneer / Day

Average Sale of 40 0 4 1.58 63

Tofu Paneer / Day

Class A Outlets sell 4.56 Kg of Paneer in a day on an average. ( Reliance Fresh, Nilgiris,
Spencers, Heritage Fresh and other First class outlets).

Tofu Paneer from Zen foods has the maximum market share of 25% in Class A Outlets.

Amul Paneer has a share of 13% in Class A Outlets.

Each Class A Outlet has at least 3 different brands of Paneer.

Demand For Paneer in Class B Outlets

Class B

No of Minimum Maximum
Outlets (Kg) (Kg) Sum (Kg) Mean (Kg)

Average Sale of 32 0 18 95 2.97

Paneer / Day

Average Sale of 3 0 2 4 1.33

Amul Paneer / Day

Average Sale of 18 0 10 37 2.06

Milky Mist Paneer /
Day

Class B Outlets sell 2.97 Kg of Paneer in a day on an average.

Milky Mist has the maximum market share of 38% in the B Class outlets.

Amul has a share of 4% in the B Class outlets.

Demand For Paneer in Class C Outlets

Class C Outlets

No of Minimum Maximum
Outlets (Kg) (Kg) Sum (Kg) Mean (Kg)

Average Sale of 34 0 3 38 1.12

Paneer / Day

Average Sale of 2 0 1 2 1.00

Amul Paneer / Day

Average Sale of 19 0 3 21 1.11

Milky Mist Paneer /
Day

Class C Outlets sell 1.12 Kg of Paneer in a day on an average. (Approximated value)

Milky Mist has the maximum market share of 55% in Class C Outlets.

Amul Paneer has 5% of Share in Class C Outlets.

Overall Demand for Paneer

Overall Statistics

No of Minimum Maximum
Outlets (Kg) (Kg) Sum (Kg) Mean (Kg)

Average Sale Per Day 121 0 20 384 3.17

Quantity of Amul Paneer 29 0 3 39 1.34

sold / Day

Quantity of Milkymist 73 0 10 126 1.73

Paneer sold / Day

3.!7 Kg of Paneer is demanded by the Outlets of Chennai region.