gujarat co operative milk marketing federation limited

A Report onSummer project undertaken at

Gujarat co-operative milk marketing federation limited.

June-July 2004

Study of market research on Amul Gulab Juman Instant Mix and Tin.

Submitted To :- Mr. D.T.Raval. (Asst. Sales Manager) GCMMF Ltd, Kankaria, Ahmedabad Gujarat

Project Guide:- Mr. D.T.Raval

Submitted by:- Chaudhary Mahendra 2nd Sem. M.B.A., NRIBM, G.L.S. Ahmedabad.

Acknowledgement

This project is an intrigal part of the partial fulfillment of the M.B.A.

programme. It is very essential to learn practical knowledge for a

management student.

I am thankful to Mr. Syed Hasan Ahmed Sr.Executive (HRD) of

GCMMF Ltd. And particularly to Mr. D.T.Raval., Asst.Manager (Sales),

Ahmedabad to assign me a summer training and provide me an opportunity

to gain practical knowledge, which is very important for enhancing my skill,

knowledge and ability. Mr. Raval sir who provides me a valuable guidance

at every stage when I needed. I also extend my gratitude to Mr. Nikunj sir,

Mr. Naval sir, and all the staff member of GCMMF Ltd. Kankaria,

Ahmedabad.

Chaudhary Mahendra 2nd Sem. M.B.A. NRIBM, G.L.S. Ahmedabad.

Objective of the study

Consumer awareness about Amul Gulab Jamun Instant mix and Tin.

Consumer buying behaviors.

Market Penetration.

Data collection.

1. Data sources

→ Secondary data sources: Previous research findings, sales data

available at marketing office, sales data available at distribution chain.

→Primary data sources: data collection from consumer and retailers.

2. Data collection method.

→Secondary data collection method: Searching from research report,

company’s physical data storage.

→Primary data collection method: By way of structured questionnaires

through personal interview of customer and retailer.

Sampling design

→The scope of the study is kept limited to the consumer and retailer of

the Ahmedabad city.

→Sampling frame: 1.outside octroi.

2.inside octroi.

3.wall city.

4.outside railway line.

→Sampling unit: Single household.

Retailer.

→Sampling size: 200 households.

200 retailers.

Amul

Amul means “priceless” in Sanskrit. A qulity control expert in Anand

suggested the brand name “Amul,” from the Sanskrit “Amoolya,”

Variants, all meaning “priceless,” are found in several Indian languages.

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

butter, Amul milk powder, Amul ghee, Amulspray, Amul cheese, Amul

gulab jamun instant mix and tin, Amul chocolates, Amul shrikhand,

Amul ice-cream, Amul milk have made Amul a leading food brand in

India. Today Amul is a symbol of many things of 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 fore dairy development.

While Amul may justifiably take pride in having built the largest

food product business in the country, it does not pause to rest upon its

laurels. In this competitive environment, Amul has survived and grown

on the basis of our greatest strength: co-operative culture, co-operating

networking, market acumen and respect for both producer and the

consumer.

Amul has also taken the initiative to set up 100 of its own

brand retail parlors under ‘utterly delicious,’ this year, an initiative that

will give it a retail edge, compared to its competitors.

Research proposal.

A) Objective.

→ Consumer awareness.

→ Consumer buying behavior.

→ Market penetration.

B) Research methodology.

1) Data collection.

Data sources.

→ Secondary data sources: previous research findings, sales data

available at marketing office, sales data available at distribution chain.

→Primary data sources: data collection from consumer and retailers.

b) Data collection method.

→Secondary data collection method: searching from research report,

company’s physical data storage.

→Primary data collection method: by way of structured questionnaires

through personal interview of customer and retailer.

2) Sampling design

→Sampling frame: 1.outside octroi.

2.inside octroi

3.wall city

4.outside railway line.

→Sampling unit: Single households

Retailer.

→ Sampling method: Convenience sampling.

→Sampling size: 200 households.

200 retailers

3) Data analysis and interpretation.

4) Summary of finding.

C) Recommendation.

D) Conclusion.

Data analysis

Analysis of retailer (outside octroi)

No. Of retailer who keep different brand of gulab jamun instant mix & tin.

YES73%

NO27%

YES

NO

Brand presence at retailer outlet.

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Amul

GITS

Ramde

v

Ganes

h

Gajana

nd

Nestle

Brand

Retailer

Series1

Interpretation. From the data seen in the graph, it is clear that 73% of retailer keep

gulab Jamun instant mix& tin. Amul, 29% of total retailer keeps GITS and Ramdev 81% of total retailer keep Ganesh, 10% of total retailer keep Gajanand and nestle, 5% of total retailer keep. Retailer keeps less Amul gulab Jamun instant mix because of less consumer demand and there is a no replacement facility so if the product is not sale there will be a loss for retailer.

Highest selling at retailer shop.

0%

20%

40%

60%

80%

100%

Amul GITS Ramdev

Brand

Retailer

Series1

Interpretation Out of total Gulab Jamun instant mix market GITS is at dominant position by capturing highest market shares and “Ramdev” stood at second position and “Amul” stood at third position with considerableacceptancein the market. Other brand like Ganesh, Gajanand and Nestle have negligible share.

Influencing factors for highest selling.

Influencing factor Rank Quality 1Consumer demand 2Timely service 3Price 4Margin 5Credit facility 6Relationship with distributor 7

Interpretation.Quality emerges as the main factor, followed by consumer demand,

which force to keep particular brand. Punctuality in delivery and service has considerable influence. While margin and credit facitility stand last in the ladder. Price as a factor has no much influence because is very less price variation among market player. It is observed that those who sales only Amul give highest preference to brand name compared to other while dealer who sales other competitor’s brand give highest preference to quality and consumer demand.

Awareness of Amul product.Nature of response % Of respondentsYes 43%No 57%

YES57%

NO43%

YES

NO

Interpretation.Results show that majority of people are not aware with different verities of Amul product available in the market. But looking to the popularity of Amul considerable fraction of people is not aware with gulab Jamun instant mix & tin. So it should be considered for advertising emphasis.

Preference for scheme.Influencing factor Rank Cash discount 1Free discount 2Consumer discount 3Display scheme 4Coupon scheme 5Scratch coupon 6Quantity discount 7

Interpretation.Retailer thinks about that how they can attract more customers by the scheme and give the rank according it. They give first rank to cash discount that like everyone and they give second number to free discount and third to consumer discount which give benefit to customer. 4th rank is given to display scheme which is benefited to retailer they give 5th & 6th rank to coupon because it is complicated.

Amul distributor service

Satisfied67%

Notsatisfied33%

Satisfied

Notsatisfied

Attribute % Of not satisfactionFrequency of service 43%Replacement 42%Credit facility 15%

Interpretation. With concern to frequency of service, they find unsatisfactory service. Distributors are not giving service properly at some places. With replacement they are much unsatisfied and they are not keeping perishable product like gulab jamun instant mix. Credit facility is attributed fair view with reference to many retailers, which ultimately depend on their relation and commercial track record.

Anaslysis of consumer response (outside octroi)

Use of gulab jamun instant mix & tin.

Respondents PercentageYes 79%Caterer 10%No 11%

Interpretation. Result show that majority of respondents consume gulab Jamun instant mix & tin of standard brand product. Caterer’s gulab Jamun users are less compared to those but they also have considerable share. There are some people those who don’t consume gulab jamun.

Consumer lookout for branded purchase.

Brand Consumption%GITS 58%Amul 18%Ramdev 16%Ganesh 4%Gajanand 2%Other 2%

0%

20%40%

60%

80%

Amul

GITS

Ramde

v

Ganes

h

Gajana

nd

Nestle

Brand

Consumption

Series1

InterpretationMost of respondents are users of GITS but Amul and Ramdev also have remarkable share. Consumer is not aware about Amul gulab jamun instant mix & tin. So it should be considered for advertising emphasis.

Awareness of the brand.

Brand name AwarenessGITS 71%Ramdev 46%Amul 33%Ganesh 25%Gajanand 12%Nestle 12%

0%

10%20%

30%40%

50%60%

70%80%

Amul

GITS

Ramde

v

Ganes

h

Gajana

nd

Nestle

Brand

Awareness

Series1

InterpretationIt was observed that people are well aware with traditional product like Amul milk, ghee, butter and ice cream. But it surprises when they display poor awareness for product like gulab jamun instant mix & tin. Specifically the Amul gulab jamun tin suffers from the low awareness. Thus it tempts one to conclude that efforts are required to communicate such varieties.

Preference of influencing factor for choosing above brand.

Influencing factor RankQuality 1Taste 2Brand name 3Price 4Package 5Availability 6

InterpretationConsumer attribute quality as influencing factor for purchase of

respective brands. They also consider taste as second criteria for purchase. The third preference is given to brand name. They don’t give much important to price, package and availability because there is no much price differentiation within different players, package are also almost same.

Frequency of use

Time period % Of respondentMonthly 12.5Every two month 21Quarterly 21Six month 45.5

InterpretationThere is a very low use of the gulab jamun among consumer. Half of

the consumer purchasing at a average of six months and 21% consumer purchasing at a interval of two to three months

Generally when purchase

Particular % of RespondentGuest 42Party 10Festival 68Regular 30Occasion 17

InterpretationMost of the consumer purchase the gulab jamun on the festival so to

increase the same they can give the discount on scheme on festival. 40% consumer purchase when their is guest and 30% consumers purchase regularly.

How did u come to know about Amul gulab jamun instant mix and tin

0%5%

10%15%20%25%30%35%

Shopk

eepe

r

T.V.(A

dv.)

Newsp

aper

Wor

d of

mou

th

Sources

Consumer

Series1

InterpretationOne third of consumer come to know by the news paper advertise so

this advertise is effective so we can give more advertise in news paper on the festival so the consumer can come to know about Amul julab jamun instant mix and tin. We can also give them TV advertise but it is less effective because there is a general advertise of Amul and people doesn’t come to know about gulab jamun.

Use of alternative brand.

Alternative preference % Of respondentAmul GITS 33Amul Ramdev 11Amul Nestle 10Amul Ganesh 11Amul Gajanand 5Other Amul 30

InterpretationData show that many of Amul users prefer their alternative brand as

Gits, and also some prefer Ramdev, Nestle and Ganesh. As alternative of Amul gulab jamun instant mix while reversibly 30% respondents who currently use other brand give preference for Amul as an alternative brand. So Amul must consider that prospect to convert them to a Amul. Simultaneously Amul should keep in mind to retain the customer who use amul but prefer Gits as their next choice.

Retailer force for other brand.

YES13%

NO87%

YES

NO

InterpretationOnly 12.5% of retailer forces the consumer for other brands because if

they don’t have amul gulab jamun instant mix then they force the consumer for other brand by saying that this quality is good than amul.

When there is scheme / discount you will purchase more.

YES33%

NO67%

YES

NO

InterpretationOnly 33% of consumer are ready to purchase more when there is any

scheme or discount is given then those who are not purchasing Amul gulab jamun instant mix are purchasing it when there is scheme. The retailer also stock the product and sells it so when there is scheme the sales will increaser many retailer say that we keep amul julab jamun instant mix only when there is a scheme. Consumer purchase on festival so we should give the scheme on diwali and on other festivals.

Analysis of retailer (Inside octroi)


YES85%

NO15%

YES

NO


0%10%20%30%40%50%60%70%80%90%

Amul

GITS

Ramdev

Ganes

h

Gajan

and

Nestle

Brand

Retailer

Series1


gulab Jamun instant mix& tin. Amul, 18% of total retailer keeps GITS 82% and Ramdev 65% of total retailer keep Ganesh, 5% of total retailer keep Gajanand 11% and nestle, 6% of total retailer keep. Retailer keeps less amul gulab Jamun instant mix because of less consumer demand and there is a no replacement facility so if the product is not sale there will be a loss for retailer.


0%

20%

40%

60%

80%

100%

Amul Ramdev Gits

Brand

Retailer

Series1

Interpretation Out of total gulab Jamun instant mix market GITS is at dominant position by capturing highest market shares and “Ramdev” stood at second position and “Amul” stood at third position with considerable acceptance in the market. Other brand like Ganesh, Gajanand and Nestle have negligible share.



Interpretation.

Quality emerges as the main factor, followed by consumer demand, which force to keep particular brand. Punctuality in delivery and service has considerable influence. While margin and credit facility stand last in the ladder. Price as a factor has no much influence because is very less price variation among market player. It is observed that those who sales only Amul give highest preference to brand name compared to other while dealer who sales other competitor’s brand give highest preference to quality and consumer demand.


YES41%

NO59%

YES

NO

Interpretation.Results show that majority of people are not aware with different

varieties of Amul product available in the market. But looking to the popularity of Amul considerable fraction of people is not aware with gulab Jamun instant mix & tin. So it should be considered for advertising emphasis.

Preference for scheme.

Influencing factor Rank Cash discount 1Free discount 2Consumer discount 3Display scheme 4Coupon scheme 5Scratch coupon 6Quantity discount 7

Interpretation.Retailer thinks about that how they can attract more customers by the

scheme and give the rank according it. They give first rank to cash discount that like everyone and they give second number to free discount and third to consumer discount which give benefit to customer. 4th rank is given to display scheme which is benefited to retailer they give 5th & 6th rank to coupon because it is complicated.


Satisfied64%

Not satisfied

36% Satisfied

Not satisfied

Attribute % Of not satisfactionFrequency of service 43%Replacement 42%Credit facility 15%


Analysis of consumer response (Inside octroi)



Interpretation. Result show that majority of respondents consume gulab Jamun instant mix & tin of standard brand product. Caterer’s gulab Jamun users are less compared to those but they also have considerable share. There are some people those who doesn’t consume gulab jamun.


Brand Consumption%GITS 46%Amul 23%Ramdev 9%Ganesh 7%Gajanand 4%Nestle 11%

0%

10%

20%

30%

40%

50%

Amul

GITS

ram

dev

Ganes

h

Gajana

nd

Nestle

Brand

Consumption

Series1

InterpretationMost of respondents are users of GITS but Amul and Ramdev also

have remarkable share. Consumer is not aware about Amul gulab jamun instant mix & tin. So it should be considered for advertising emphasis.



0%

20%

40%

60%

80%

100%

Amul

GITS

ram

dev

Ganes

h

Gajana

nd

Nestle

Brand

Awareness

Series1

InterpretationIt was observed that people are well aware with traditional product

like Amul milk, ghee, butter and ice cream. But it surprises when they display poor awareness for product like gulab jamun instant mix & tin. Specifically the Amul gulab jamun tin suffers from the low awareness. Thus it tempts one to conclude that efforts are required to communicate such varieties.





Frequency of use

Time period % Of RespondentMonthly 23Two monthly 23Quarterly 24Six month 30

Interpretation

There is a very low use of the gulab jamun among consumer. Half of the consumer purchasing at a average of six months and 23% consumer purchasing at a interval of two to three months

Generally when purchaseParticular % Of respondentGuest 34Party 15Festival 59Regular 46Occasion 7

InterpretationMost of the consumer purchases the gulab jamun on the festival so to

increase the same they can give the discount on scheme on festival. 34% consumer purchase when there is a guest and 46% consumers purchase regularly.

How did u come to know about amul gulab jamun instant mix and tin

0%10%20%30%

40%50%60%

Shopkeeper T.V.(Adv.) Newspaper

Sources

Consumer

Series1

InterpretationOne forth of consumer come to know by the news paper advertise so

this advertise is effective so we can give more advertise in news paper on the festival so the consumer can come to know about amul julab jamun instant mix and tin. We can also give the TV advertise but it is less effective because there is a general advertise of amul and people doesn’t come to know about gulab jamun.


Alternative preference % Of respondentAmul GITS 17Amul Ramdev 15Amul Ganesh 8Amul Gajanand 16Other Amul 44

InterpretationData show that many of amul users prefer their alternative brand as

gits, and also some prefer Ramdev, Nestle and Ganesh. As alternative of amul gulab jamun instant mix while reversibly 30% respondents who currently use other brand give preference for Amul as an alternative brand. So amul must consider that prospect to convert tem to a Amul. Simultaneously amul should keep in mind to retain the customer who use amul but prefer Gits as their next choice.


YES23%

NO77%

YES

NO

InterpretationOnly 23% of retailer forces the consumer for other brands because if

they don’t have amul gulab jamun instant mix then they force the consumer for other brand by saying that this quality is good than amul.

When there is scheme / discount you will purchase more

YES54%

NO46%

YES

NO

Interpretation54% of consumer are ready to purchase more when there is any

scheme for discount is given but those who are not purchasing amul gulab jamun instant mix are purchasing it when there is scheme. The retailer also stock the product and sells it so when there is scheme the sales will increaser many retailer say that we keep amul julab jamun instant mix only when there is a scheme. Consumer purchase on festival so we should give the scheme on diwali and on other festivals.

Analysis of retailer (Wall city)


YES62%

NO38% YES

NO


0%10%20%30%40%50%60%70%

Amul

GITS

Ramde

v

Ganes

h

Brand

Retailer

Series1


gulab Jamun instant mix& tin. Amul, 21% of total retailer keeps GITS and Ramdev 62% of total retailer keep Ganesh, 48% of total retailer keep. Retailer keeps less amul gulab Jamun instant mix because of less consumer demand and there is a no replacement facility so if the product is not sale there will be a loss for retailer.


0%10%20%30%40%50%60%70%

Amul

GITS

Ramde

v

Brand

Retailer

Series1

Interpretation

Out of total gulab Jamun instant mix market GITS is at dominant position by capturing highest market shares and “Ramdev” stood at second position and “Amul” stood at third position with considerable acceptance in the market. Other brand like Ganesh, Gajanand and Nestle have negligible share.




which force to keep particular brand. Punctuality in delivery and service has considerable influence. While margin and credit facility stand last in the ladder. Price as a factor has no much influence because is very less price

variation among market player. It is observed that those who sales only Amul give highest preference to brand name compared to other while dealer who sales other competitor’s brand give highest preference to quality and consumer demand.


YES46%NO

54%

YES

NO


varieties of Amul product available in the market. But looking to the popularity of Amul considerable fraction of people are not aware with gulab Jamun instant mix & tin. So it should be considered for advertising emphasis.


Interpretation.Retailer thinks about that how they can attract more customer by the

scheme and give the rank according it. They give first rank to cash discount

that like everyone and they give second number to free discount and third to consumer discount which give benefit to customer. 4th rank is given to display scheme which is benefited to retailer they give 5th & 6th rank to coupon because it is complicated.


Satisfied64%

Not satisfied

36% Satisfied

Not satisfied

Attribute % of not satisfactionFrequency of service 32%Replacement 53%Credit facility 15%


Analysis of consumer response (Wall city)



Interpretation. Result show that majority of respondents consume gulab Jamun instant mix & tin of standard brand product. Caterer’s gulab Jamun users are less compared to those but they also have considerable share. Their are some people those who doesn’t consume gulab jamun.


Brand Consumption%GITS 41%Amul 18%Ramdev 16%Ganesh 21%Gajanand 2%Nestle 2%

0%10%20%30%40%50%

Amul

Ramde

vGits

Ganes

h

Gajana

nd

Nestle

Brand

Consumer

Series1


have remarkable share. Consumer is not aware about Amul gulab jamun instant mix & tin. So it should be considered for advertising emphasis.Awareness of the brand.Brand name AwarenessGITS 88%Ramdev 72%Amul 66%Ganesh 75%Gajanand 23%Nestle 18%

0%20%40%60%80%

100%

Amul

Ramde

vGits

Ganesh

Gajan

and

Nestle

Brand

Awareness

Series1


like Amul milk, ghee, butter and ice cream. But it surprises when they display poor awareness for product like gulab jamun instant mix & tin. Specifically the Amul gulab jamun tin suffers from the low awareness. Thus it tempts one to conclude that efforts are required to communicate such varities.

Preferance of influencing factor for choosing above brand.Influencing factor RankQuality 1Taste 2Brand name 3Price 4Package 5Availability 6



Frequency of useTime period % of respondentMonthly 16Two monthly 17Quarterly 31Six monthly 36

InterpretationThere is a very low use of the gulab jamun among consumer. Half of the consumer purchasing at a average of six months and 17% & 31% consumer purchasing at a interval of two to three months

Generally when purchaseParticular % Of respondentGuest 16Party 22Festival 68Regular 37Occasion 16

InterpretationMost of the consumer purchase the gulab jamunm on the festival so to



0%

10%

20%

30%

40%

50%

Shopkeeper T.V.(Adv.) Newspaper

Sources

Consumer

Series1

InterpretationOne third of consumer come to know by the news paper advertise so

this advertise is effective so we can give more advertise in news paper on the festival so the consumer can come to know about Amul julab jamun instant mix and tin. We can also give them TV advertise but it is less effective because there is a general advertise of Amul and people doesn’t come to know about gulab jamun.


Alternative preference % of respondentAmul GITS 37Amul Ramdev 15Amul Ganesh 12Amul Nestle 12Other Amul 24


Gits, and also some prefer Ramdev, Nestley and Ganesh. As alternative of Amul gulab jamun instant mix while reversibly 30% respondents who currently use other brand give preference for Amul as an alternative brand. So amul must consider that prospect to convert tem to a Amul. Simultaneously Amul should keep in mind to retain the customer who use Amul but prefer Gits as their next choice.


InterpretationOnly 19% of retailer force the consumer for other brands because if

they don’t have Amul gulab jamun instant mix then they force the consumer for other brand by saying that this quality is good than Amul.



scheme or discount is given but those who are not purchasing Amul gulab jamun instant mix are purchasing it when there is scheme. The retailer also stock the product and sells it so when there is scheme the sales will increaser many retailer say that we keep Amul julab jamun instant mix only when there is a scheme. Consumer purchase on festival so we should give the scheme on diwali and on other festivals.

YES19%

NO81%

YES

NO

YES42%NO

58%

YES

NO

Analysis of retailer (outside railway line)


YES54%

NO46%

YES

NO


0%10%20%30%40%50%60%70%

Amul

GITS

Ramde

v

Ganes

h

Gajana

nd

Nestle

Brand

Retailer

Series1


gulab Jamun instant mix& tin. Amul, 18% of total retailer keep GITS and Ramdev 58% & 46% of total retailer keep Ganesh, 52% of total retailer keep Gajanand and nestle, 32% & 16% of total retailer keep. Retailer keeps less amul gulab Jamun instant mix because of less consumer demand and there is a no replacement facility so if the product is not sale there will be a loss for retailer.


0%

10%

20%

30%

40%

Amul Ramdev GITS Ganesh

Brand

Retailer

Series1

Interpretation Out of total gulab Jamun instant mix market GITS is at dominant positioin by capturing highest market shares and “Ganesh” stood at second position and “Ramdev” stood at third position with considerable acceptance in the market. Other brand like Ganesh, Gajanand and Nestle have negligible share.




which force to keep particular brand. Punctuality in delivery and service has considerable influence. While margin and credit facility stand last in the ladder. Price as a factor has no much influence because is very less price variation among market player. It is observed that those who sales only Amul give highest preference to brand name compared to other while dealer who sales other competitor’s brand give highest preferance to quality and consumer demand.


YES44%NO

56%

YES

NO


varieties of Amul product available in the market. But looking to the popularity of Amul considerable fraction of people are not aware with gulab Jamun instant mix & tin. So it should be considered for advertising emphasis.


Interpretation.Retailer thinks about that how they can attract more customer by the

scheme and give the rank according it. They give first rank to cash discount that like everyone and they give second number to free discount and third to consumer discount which give benefit to customer. 4th rank is given to display scheme which is benefited to retailer they give 5th & 6th rank to coupon because it is complicated.


Satisf ied61%

Not satisfied39% Satisf ied

Not satisf ied

Attribute % of not satisfactionFrequency of service 43%Replacement 42%Credit facility 15%Interpretation. With concern to frequency of service, they find unsatisfactory service. Distributors are not giving service properly at some places. With replacement they are much unsatisfied and they are not keeping perishable product like gulab jamun instant mix. Credit facility is attributed fair view with reference to many retailers, which ultimately depend on their relation and commercial track record.

Analysis consumer response (outside railway line)

Use of gulab jamun instant mix & tin.Respondents PercentageYes 56%Caterer 20%No 24%

Interpretation. Result show that majority of respondents consume gulab Jamun instant mix & tin of standard brand product. Caterer’s gulab Jamun users are less compared to those but they also have considerable share. Their are some people those who doesn’t consume gulab jamun.


Brand Consumption%GITS 28%Amul 14%Ramdev 19%Ganesh 26%Gajanand 9%Other 4%

0%

10%

20%

30%

GITS

Amul

Ramdev

Ganesh

Gajan

and

Nestle

Brand

Consumer

Series1


have remarkable share. Consumer is not aware about Amul gulab jamun instant mix & tin. So it should be considered for advertising emphasis.



0%

20%

40%

60%

80%

GITS Amul

Ramde

v

Ganes

h

Gajana

nd

Nestle

Brand

Awareness

Series1


like Amul milk, ghee, butter and ice cream. But it surprises when they display poor awareness for product like gulab jamun instant mix & tin. Specifically the Amul gulab jamun tin suffers from the low awareness. Thus it tempts one to conclude that efforts are required to communicate such varieties.





Frequency of useTime period % Of respondentMonthly 8Two monthly 15Quarterly 29Six month 48

InterpretationThere is a very low use of the gulab jamun among consumer. Half of

the consumer purchasing at a average of six months and 15% & 29% consumer purchasing at a interval of two to three months

Generally when purchaseParticular % of respondentGuest 22Party 14Festival 64Regular 32Occasion 12

InterpretationMost of the consumer purchases the gulab jamun on the festival so to



0%

20%

40%

60%

Shopkeeper T.V.(Adv.) New spaper

SourcesConsumer

Series1

InterpretationOne third of consumer come to know by the T.V. advertise so this

advertise is effective so we can give more advertise in T.V. on the festival so the consumer can come to know about Amul julab jamun instant mix and tin. We can also give newspaper advertise but it is less effective.

Use of alternative brand.Alternative brand % Of respondentAmul GITS 31Amul Ramdev 16Amul Ganesh 22Amul Nestle 4Other Amul 27


Gits, and also some prefer Ramdev, Nestle and Ganesh. As alternative of Amul gulab jamun instant mix while reversibly 27% respondents who currently use other brand give preference for Amul as an alternative brand. So Amul must consider that prospect to convert tem to a Amul. Simultaneously Amul should keep in mind to retain the customer who use Amul but prefer Gits as their next choice.


YES24%

NO76%

YES

NO

InterpretationOnly 24% of retailer forces the consumer for other brands because if

they don’t have Amul gulab jamun instant mix then they force the consumer for other brand by saying that this quality is good than Amul.


YES42%

NO58%

YES

NO


scheme or discount is given but those who are not purchasing Amul gulab jamun instant mix are purchasing it when there is scheme. The retailer also stock the product and sells it so when there is scheme the sales will increaser many retailer say that we keep Amul julab jamun instant mix only when there is a scheme. Consumer purchase on festival so we should give the scheme on diwali and on other festivals.

Summary of finding

Objective of research was to identify consumer awareness, consumer buying behaviors and market penetration.

Research was carried out for this purpose in the Ahmedabad, which is divided in four areas, outside octroi, inside octroi, wall city and outside the railway line. The data was collected through structured questionnaire in which 200 retailers and 200 consumers we contacted for their views on various aspects of the study.

As per the response obtained and through detailed analysis of it, the facts can be summarized as follow.

1. Gits is the leader of gulab jamun of instant mix market with 58% market sale, Ramdev is the second largest player with 22% market share. Amul is at third position with only 12% market sale.

2. Gits is available at 71% of retailer stores, 63% retailers keep ramdev brand.. while only 22% of total retailer keep Amul gulab jamun instant mix in their stores.

3. Majority of retailer are satisfied with the replacement policy of other brand and get replacement on unsold and damaged gulab jamun instant mix.Amul is not giving replacement so they are not keeping the Amul gulab jamun instant mix in their store.

4. Most of the retailer get almost equal profit margin from each brand because of the high sale of Gits mix julab jamun instant mix, retailer get maximum profit from Gitsdue to low demand and low sales of Amul gulab jamun instant mix, retailer get very low overall profit even though Amul provides almost equal margin to retailer.

5. Most influencing factor for keeping above brand is quality and brand name in their views. Punctuality and services are later in their consideration, while margin and credit facility remain last in their ladder. For consumption of Amul, consumer attributed brand name and quality as the only influencing factor. Retailer indicated that consumer demand force them to keep Amul otherwise they are not interested to sale.

6. Consumer gulab jamun consumption pattern suggest get majority of consumer use instant mix, but still caterers gulab jamun users have a noticeable sales. By capturing such consumers there is use potential for Amul to increase its sales of gulab jamun tin.

7. Consumer gets higher rank to quality followed by taste as an important facto influencing the consumption of gulab jamun brand name and easy availability were also considered.

8. alternative brand for preference indicate bright prospect for Amul. Competition customers give preference to Amul as their alternative choice. Diverting such customers towards Amul can be a market opportunity. Amul also has some fraction of loyal customer who do not prefer any of competitors band as a substitute of Amul. The base of such loyal customer should be increased to reinforce its market leader position.

9. Some of the Amul retailers were found forcing other brands on amul customer at their outlets. Steps like exclusive amul dealing are required to prevent I at the easiest.

10.baffling results are found with concern to Varity awareness some people are not well aware with julab jamun tin. Data show that unawareness is not high but for such well known brand it must be considered by Amul advertising wing.

Recommandation

1. It is observed that some fraction of respondent who consume Gits and Ramdev prefer Amul as an alternative brand, thus by converting such

prospective customers into first time research, users Amul can realize increase in sales figure.

2. By increasing frequency of advertising and proving display materials, Amul can simulate retailer to store more Amul gulab jamun and consumer to buy more. Consumer awareness can be increased.

3. No doubt “ Amul” is a very strong brand name in the dairy industry but for gulab jamun product Amul has a poor image in the mind of retailer as well as consumer compare to Gits and Ramdev. So it is necessary to build a positive band image of Amul gulab jamun instant mix and tin.

4. Many consumer complain about the Amul gulab jamun tin that gulab jamun are not so soft and fresh as clatterers. So the gulab jamun should be made soft and also we can make it of round shape.

5. Retailers are not keeping Amul gulab jamun instant mix in their stores because there is not replacement facility. And product also comes late after the manufacturing date.

Other strategies…

Exclusive dealing.. … An ethical way for strengthen you position!!!

When the marketer wants that the dealer doesn’t handle competitor’s products, this is called exclusive dealing. Both parties benefit from this arrangement the marketer obtain more loyal and dependable outlets, and dealer obtain a steady source of supply of demanded product and stronger marketer support.

Customer care…. For enforcing your position!!!

Such handsome words are becoming need for any marketer. Each organization needs well established system to care for company customers which handle various activities like satisfaction interview, quality survey, urgent handling of their complains, replacement for genuine complaints, and many other things to create and retain loyal customers. Which is the brand value for the company. Customer here does not mean only consumer of the product but also includes dealer and retailer of the product.

Advertising…… A necessity for effective communication!!!

Informative advertising aims to create awareness the knowledge of new product for new feature of existing product e.g. some problem with variety awareness can be solved through such advertising. Information advertising has advertises which has detailed information about contents about products, its uses and various benefits which are offered by the product.

Distribution channel member … As a true business partner.

Every member of distribution should be treated as true business partner and some mutually beneficially arrangement must be established which serve to the ultimate goal of customer satisfaction but by providing good quality product and easy availability of it. Every one should involve achieving this goal by anyhow.

Distributor are acquainted with field staff assistants, while retailer are giving poor view about it. Regular visit of field staff to dealer is necessary to find solution of their problem. It is not possible to meet frequently to all of them but regular route should be followed, which cover attainable dealer per day. Thus all the dealer can be covered at regular interval and their confidence can be won by hearing to their problems.

Similar look packaging of private player is creating confusion among customers and also sometimes and also dealers are passing such products to illiterate consumers. Therefore by anyhow such presence in the market should be prevented i.e. by legally or others.

Ex. Ramesh Chauhan, CEO of Parle, copyright hexagonal shape of mineral water packaging bottle for its brand Bisleri, so no other can copy such hexagonal shape botteling.

Conclusion

By analyzing the survey finding it is concluded that Amul is a leader in the dairy industry. Amul julab jamun has a very low market share even though Amul has a positive image in the mind of retailers. To compete with MNC such as Gits, GCMMMF have to build a strong brand image for gulab jamun product. For that Amul have to provide more display materials and replacement facility to the retailers and has to rethink advertising strategy for gulab jamun.

It is never too late to capture a market if you have a better performing brand. Only it has to be new different and better.

Lindsay Owen John(L’oreals Chairman)

Limitation of the project:-

Project have a certain limitation, which are as following.

1. There are many retailers who keep different brands of gulab jamun instant mix such as provision store, super store, parlors, kariana stores, etc. so projection of real picture of gulab jamun market is difficult.

2. Due to lack of time the area of study is always keep limited.3. Mentality and disposition of the retailer at the time of survey may

effect the response.4. Relative ranking of areas features create some confusion in consumers

mind.

Bibliography

Books

Marketing Management (Philip Kotler)

Magazines Business world

Web sites www.amul.com www.amul.coop

Contents

No. Topic Page No.

http://www.amul.coop/

http://www.amul.com/

gujarat co operative milk marketing federation limited

Education

amul amul

amul products

amul cheese

amul chocolates

amul shrikhand

amul ghee

amul icecream

amul butter