amul punjab market analysis
TRANSCRIPT
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GUJARAT CO-OPERATIVE MILKMARKETING FEDERATION LTD.
To do the Gap Analysis of
Amul Dairy Products and Ice-Cream
Priyanka Puri, FTMBA, NMIMS , Mumbai
Project Mentor: Mr. Sumeet Saini
Depot-In Charge
Ludhiana, Punjab
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Objectives of The Research
To find out Amul position in Jalandhar market
To identify the Reasons for not keeping Amul
To know the Retailer Satisfaction Level
To find out the Potential Market for Amul
To find out the quantity of milk packets beingsold in Jalandhar and who is the leader in this.
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Research Focus
COMPANY
DISTRIBUTOR
RETAILER
CUSTOMER
Our mainfocus ofresearchand analysisin this report
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Research Methodology
Define the problem and
research objectives
Develop the
Research plan
Collect the
Information
Analyze the
Information
Present the findings
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Research Conducted
It was done in three parts
a) Dairy Products
b) Ice-Cream
c) To do feasibility analysis of Milk packets in
Jalandhar City
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Survey Design
Area Covered: Jalandhar City
Sample Size a) Dairy Products : 704
b) Ice-cream :125
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Research Findings
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Customer Usage..
Customer Usage of Dairy Products
0
100
200
300400
500600
700
Amul Verka Britannia Nestle Local
Companies
Companies
NumberofOutle
ts
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Outlets doesnt have Amul
Number of Outlets does not have Amul
0
20
40
60
80
100120
140
160
Bakery,
Dhaba,
Sweet Shop
Hospitals
Categories
NumberofOu
tlets
Interested
Not Interested
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Why not Amul????
Reasons for not keeping Amul
020406080
100120140160
NoOn
e
Approached
Margin/
Self
purcha
se
Irreg
ular
supply
No
awaren
ess
No/less
dem
and
Reasons
Numberofoutlets
Bakery, Dhaba, SweetShop
Departmental Store
Hospitals
Medical Store
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Retailers favorite
Amul Product stock by retailers
050
100150200250
300350
Spray
AmulBu
tter
Cheese
Choco
late
Ghe
e
FreshCre
am
Kool
Butter
Milk
Amul Products
No.
OfOutlets
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Potential Products
Segment Potential Products
Bakery, Dhaba, Sweet
Shop
Amul Butter(18), Kool(12), Butter Milk(8), Chocolates(6),
Condensed Milk(4)
Hospitals Cheese, Amul Lite, Butter, Kool, Butter Milk
Departmental Store Butter(97),Chocolate(31), Ghee(31),Kool(25), Butter Milk(18)
Medical Store Amul Spray(28)
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Inform me.
Information of schemes
0
50
100
150
200
In time After some delay Not received at all
Time lapse in tellng the schemes
Outlets Distributor 1
Distributor 2
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Distribution Channel: Merchandising Material
Distribution Channel: Merchandising Material
0
50
100
150
200
Sufficient Inadequate Not Up to mark
Merchandising Material
Outlets Distributor 1
Distributor 2
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Ranking of the Companies
Parameters are:
Margin
Quality of Product
Retailer Schemes
Service Support
Credit Support
Advertising Support
Rank of the companies: By Given Parameters
5
6
3
1
4
2
0 2 4 6 8
Nestle
Mother Dairy
Amul
Verka
Britannia
Local Company
ActualRan
Company Name
Actual Rank
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Research Findings
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Customer Usage..
Customer Usage of Ice-cream
0
50
100
150
200
250
Amul Kwality Walls Cream Bell Mother Dairy Local
Companies
Companies
NumberofOutle
ts
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Outlets doesnt have Amul
Outlets that doesnot keep Amul Ice-cream
0
5
10
15
20
25
Interested Not Interested Supply
problem
Outlets
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Why Not Amul??
Reasons for not keeping Amul
0
5
1015
20
NoO
ne
Approa
ched
Margin
/Self
purch
ase
Irre
gular
su
pply
No
aware
ness
No
/less
dem
and
Reasons
NumberofO
utlets
Number of Outlets
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Amul Favorite
Amul Product stock by retailers
0
20
4060
80
100
C
ombo
Brick
Cho
cobar
Butterscotch
Co
ne
Magic
S
undae
Cases
Pizza
P
aneer
Amul Products
No.
OfOu
tlets
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Milk Consumption: Jalandhar City
Milk Consumption
0
5000
10000
15000
20000
25000
30000
Verka Super Baba Metro
No. of Companies
Numberoflitres
Litres
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Comparison of Margin
Comaprison of Margin
0
5
10
15
20
25
30
Verka Super Baba Metro
No. of Companies
Margin
Margin
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Recommendation: Dairy Products
To target 230 Outlets which are Interested in keeping Amul Products
Then try to curb the 140 outlets ( Not Interested)
Salesperson should make retailer educated about Amul products. Distributors should not enter into each other areas.
A little strictness for Distributors. Better utilization of resources
Local Visibility
Celebrations should come into more focus.
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To Target these areas:
a) Baba Laab Singh Nagar
b) Dhan Mohalla
c) Quilla Mohallad) Mohalla Karakha
e) Model house
f) Makdoom Pura
g) Kapurthala Road
h) Kabir Nagar
Recommendation: Dairy Products
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To cover major areas like
a) Hotels
b) Schools almost 20 To provide a regular supply
To have a joint venture with a particular Eatable
Joint like Crme- Bell with Pizza Hut. A system to find a new outlet every week.
Recommendation: Ice-cream
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A little margin more than Verka
Retailers are not happy with the Security System.
Recommendation: Milk Pouches
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THANK YOU
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Acknowledgement
Mr. Sumeet Saini, Depot-In-charge,Ludhiana
Mr. Sunil Soni,
Mr. Ajmer Thakur,Distributor (Ice-cream)