AMUL KOOL

BY J2
ARUN BHAT 14F214 DHAVAL POPAT 14F219
ISHAN BANS AL 14F223 SONIA KANCHAN 14F252
KHUSHBOO JHA 14F227

INTRODUCTION
AMUL Anand Milk- producers Union Limited
Founded in 1946
Managed by Gujrat Co-Operative Milk Marketing Federation (GCMMF)
Spurred White Revolution of India
Wide Product Range Milk, Milk Powder, Butter, Ghee, Cheese, Curd,
Chocolate, Ice-cream and many more
Major revolution for rural population
Three Tier Amul Model

AMUL KOOL
Introduced In August 2007
Packing 200 ml Glass Bottle, 200 ml Tetra Pack, 200 ml Pet Bottle
Composition - Sterilized Homogenized Flavored Toned Milk & Sugar
Flavours Elaichi, Badam, Rose, Kesar, Chocolate
Shelf Life 180 days when stored in cool and Dry place
Storage Condition Ambient

Product Details
Product Features
Delicious drink for Refreshment
Different flavours available to provide different tastes
Easy availability

Product Application
To be consumed when on move, at home, in parties etc.
Provides relief from heat when consumed chilled

Product Segment/Market
Available all over India
Retail stores, Restaurants, Dhabas, Super Market

Research Problem
Research Question
What are the areas of concern related to distribution of Amul Kool in the
Santhekatte-Kaup highway

Research Objective
To
To
To
To
To
To

identify the processes involved in Amul Kool distribution system

find out the change in trends of sales
identify the purchase patterns of consumers in highway region
find out the consumer preference of drinks in the highway region
identify the substitutes of Amul Kool
find out the retailer concerns related to distribution of Amul Kool

Research Methodology
Type of
Research

Type of
Sampling

Exploratory
Convenience
Quota

In Depth Interview
Data
Collection Questionnaire Design

Research Hypothesis
Null Hypothesis:
There is no
distribution
problem for Amul
Kool

Alternate
Hypothesis:
There is
distribution
problem for Amul
Kool

Data Collection - Primary

Distributor:
Personal
Interview
Retailer:
Personal
Interview
Consumer:
Questionnaire

Less Profit margin

Need Refrigerator
No credit policy
Extra cooling charges
Nandini provides more margin
Demand special offers
Rarely stops at highway
Prefers other Amul drinks

Data Collection - Results

Awareness of Brands
120

100

80

60

40

20

Amul

Nandini

Britannia Milk

Krishna

MTR

Data Collection - Results

Amul Brands Sale
120

100

80

60

40

20

Kool

Kool Caf

Lassi

Masti

Data Collection - Results

Proportion of people drinking flavour m ilk

Yes

18%

82%

No

Data Collection - Results

Chart Title

25%
31%

Bakery Shop

Grocery

Restaurant

Super Market
6%

38%

Questionnaire Design
We used Google Docs in mail form of survey to collect the data because the data required is quite
straight forward even the sample size is large (more than 30) hence we have used the questionnaire
Questionnaire Type:- Formalized & unconcealed questionnaire
The Questionnaire design for customers is self administered questionnaire because of large sample size
Question were asked to customers who frequently travelled on the highway
As we are collecting the data from the highway we are deliberately avoiding the jargons which is also
one of the requisite of designing the questionnaire
The questions asked were Nonthreatening, general, closed and rating question.

Sampling Plan
Convenience Sampling
Used for Pre-Test Phase
After getting Insights from Distribution
Consulted friends, family and colleagues
This information was used during Questionnaire
Design

Sampling Plan
Sampling plan applied for Factor analysis :
We found out 8 interval variables.
We did the factor analysis for the sample size of 37 which is about 4.5 times of the total variables .

Data Processing

Data Editing:- As a part of field editing checked for fallacies or

inconsistency but
found none. In centralized in-house editing
checked for the inconsistency of fallacy but found none.

Data Coding:- With the help of SPSS denoted the numerical value to the
responses gathered

Data Classification:- 14 variables and later collapsed into 8 variables

Data Tabulation:- Tabulated the data with the help of Excel and SPSS
findings

Exploratory Data Analysis:-Bar and pie charts of with responses.

Factor Analysis

Factor Analysis

Factor Analysis

Factor Analysis

Factor Analysis

Factor Analysis

Factor Analysis

Findings
Cannilabization of Amul Kool by Amul Masti and buttermilk
Entry of new competitor Hangyo into the flavoured milk market
User preference of local drinks like coconut water , Nandini buttermilk and kokum
Not all retailers store Amul Kool in refrigerators
Small scale restaurants interested in displaying Amul Kool if approached by distributor
The retailers along the highway regions are scarce except in major pit-stops
Margin for distributor and retailer is low as compared to competitors
Sold at prices above MRP, due to cooling costs

Recommendations
Deploying better push strategies by distributors
Distributor should consider giving attractive offers to retailers
Need to revive interest in Amul Kool
Suggestion to display Amul Kool hoardings in the highway
There is need to increase the margin for distributors and retailers