marketing landscape

7/27/2019 Marketing Landscape

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AcknowledgementIt is almost inevitable to incur indebtedness to all who generously helped by sharing their invaluable time andrich experience with us, without which this project would have never been accomplished.

No task can be achieved alone, particularly while attempting to finish a project of such magnitude. It tookmany very special people to facilitate it and support it. Hence, we would like to acknowledge all of theirvaluable support and convey our humble gratitude to them.

We would like to acknowledge our sincere gratitude to our group for sharing there valuable ideas,

constructive criticism and motivation, which were the guiding, light during the entire tenure of this work.

Thank you all for supporting us in making this projects a reality .

GROUP MEMBERS


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INTRODUCTION TO MARKETING

Marketing is the process by which companies determine what products or services may be of interest to customers, and the strategy to use in sales,

communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments. It is an

integrated process through which companies build strong customer relationships and create value for their customers and for themselves.Marketing is used to identify the customer, satisfy the customer, and keep the customer. With the customer as the focus of its activities, it can be

concluded that marketing management is one of the major components of business management. Marketing evolved to meet the stasis in developing new markets

caused by mature markets and overcapacities in the last 2-3 centuries. The adoption of marketing strategies requires businesses to shift their focus

from production to the perceived needs and wants of their customers as the means of staying profitable.

The term marketing concept holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired

satisfactions. It proposes that in order to satisfy its organizational objectives, an organization should anticipate the needs and wants of consumers and satisfy these

more effectively than competitors.

Marketing is further defined by the AMAas an organizational function and a set of processes for creating, communicating, and delivering value to customers andfor managing customer relationships in ways that benefit the organization and its stakeholders. The term developed from an original meaning which referredliterally to going to a market to buy or sell goods or services. Seen from a systems point of view, sales process engineering marketing is "a set of processes that areinterconnected and interdependent with other functions, whose methods can be improved using a variety of relatively new approaches."

CHANGING TRENDS - MARKETING AND YOUR BUSINESS
http://en.wikipedia.org/wiki/Customer_relationship_managementhttp://en.wikipedia.org/wiki/Customerhttp://en.wikipedia.org/wiki/Marketing_managementhttp://en.wikipedia.org/wiki/Outline_of_business_managementhttp://en.wikipedia.org/wiki/Mature_markethttp://en.wikipedia.org/wiki/Overcapacityhttp://en.wikipedia.org/wiki/Manufacturinghttp://en.wikipedia.org/wiki/Profit_(accounting)http://en.wikipedia.org/wiki/Target_marketshttp://en.wikipedia.org/wiki/American_Marketing_Associationhttp://en.wikipedia.org/wiki/Sales_process_engineeringhttp://en.wikipedia.org/wiki/Sales_process_engineeringhttp://en.wikipedia.org/wiki/American_Marketing_Associationhttp://en.wikipedia.org/wiki/Target_marketshttp://en.wikipedia.org/wiki/Profit_(accounting)http://en.wikipedia.org/wiki/Manufacturinghttp://en.wikipedia.org/wiki/Overcapacityhttp://en.wikipedia.org/wiki/Mature_markethttp://en.wikipedia.org/wiki/Outline_of_business_managementhttp://en.wikipedia.org/wiki/Marketing_managementhttp://en.wikipedia.org/wiki/Customerhttp://en.wikipedia.org/wiki/Customer_relationship_management


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As a successful businessman, whether in manufacturing, retailing or trading, you have always rightfully taken decision to invest in plants, machineries, shops,stores, furniture's, raw material, stocks etc. You have also encouraged investing in research and search of new products, and decided to make provision to investmore if required in future for above.

And, of course, most of you have realized the new change - MARKETING. Today, Business is marketing. Role of Marketing is to locate, communicate, develop,maintain customers through step by step process, and also not less important is to regain the lost customers. The purpose of business today is not just to make

money but also to make customers.

Till last few years, the business rotated around making a product - that you like, easy to make... a price - that you wanted to charge... a profit that you wanted tomake on every transaction. The main and sole objective of business was just to make money and nothing else. Modern day business demands not just moneymaking, but as stated earlier is to make and manage customers. Because, if there are no customers to whom you shall sell your products. More often in this age,brand values more than simply a plant and machinery.

Many businesses run through family management in the past are very reluctant to accept this change phenomenon. They still believe in their age old practice of pricing and behavior in dealing with the customers. There is a word of caution here that unless you change, the world will change your business. Businessmentoday need to look at their business from a different perspective, with broad vision an open mind towards competition and ready ness to fight with it. You will getprofit, growth and success from your business only if you are successful in knowing, meeting, communicating, managing your customers through a systematicprocess and procedure, marketing techniques and application of modern day marketing tools in integration with each other. Do not think about your success inthe past, but get ready to accept the future. Do not see problems in changing, but see potential. Just remember, "if you know your customers better than others,

you WIN"

MODERN DAY MARKETING TOOLS

You have new products and you want to sell. You have to inform customers. You have to advertise. You can select media - print, electronic or digital. If you haveno budget constrain do it every where. Arrange to distribute your products to every possible dealers and retailers. That's all. Customers will read your


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advertisements, if he likes, he will go to any dealer, if he wants the product he may buy, once he buys and if he finds it useful he will keep on buying. This wasthe method of marketing till yesterday.

Time has changed you can't survive with only mass media advertisement. One must come out of an age-old belief that only with advertisements you can reach to your customers. There are several ways to reach and be in the minds of customers but you must decide before hand who are your customers. Make a customerdatabase if getting a customer is your objective, your target, your destination than there are several ways to reach- many of them are new. Come let's go andcheck every avenue.

Direct Mail: With a systematically developed customer database you can send your products / services / companies communication by post. It is importantto have a response card any such response mechanism, phone number for response and email address in today's world. Direct Mail - this just not meansending an ordinary circular or price list but it's in a printed form a marketing communication which looks like you are having a dialogue with yourcustomers. It represents one to one communications. You need an envelope, which carries the direct mail letter. Response mechanism and accompanyingbrochure. Customer should feel exited on receiving this envelope - what's in it for me? Sending once this will not work, you have to keep on remindingevery time with new offer and finding a reason to communicate. Once customer responds, marketing department will be after him as per his choice of being further contacted. If you really know your target group of customers direct mail marketing is the most powerful and effective marketing tool in along run.

Phone: No one made the effective use of this marketing tool though it was available to every one since last many decades. Toady, this tool is available witha variety of features. The communication technology has advanced and there is an emphasis of marketing in the business world. With a proper integrationof telecommunication, computer and marketing strategy, call centers have taken place When in your advertisements you print the telephone numbers andif the customer is interested than he can connect on that number and there will be a telemarketing or telesales executive waiting to greet him and processthe inquiry. Once he gives all the details, company will start following up with 'Am using many other marketing tools. A phone can be used in more thana dozen way. There is no better tool than a phone to reach immediately to a customer and interact with him.

Fax: Office equipment can be taken advantage of in marketing by sending special offers, price lists, subscription Offers, rate cards etc. with a personalizedmessage. It's very quick and catch the immediate attention of the customer. Using fax broad casting system one can reach out to thousands of customer ina short time. After the invention and popularity of email this tool has taken a back seat but, if used in an integrated marketing format there is no doubt

that it is very useful.


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Email: One to one marketing, instant and attention generating tool. In today's information age one finds in a majority of cases the customer as a user of computer and internet too. It is very economical and easy to communicate with the help of email. As the use of this tool has become excessive and by themajority of marketers in the business it has lost it's response rate. Email is for interactive communication and not for correspondence.

Mobile: One can not misuse this tool for reaching to a customer any time. SMS a feature of the mobile technology has now picked up to send messages.

Sales Person: He is like a mobile hoarding, very powerful, very useful and very often there is no better alternative. In modern day integrated marketingstrategy there is nothing better than personal marketing to produce result.

Exhibition / Road show: A reverse effect generating tool where customer comes to your place and meets you in person. He comes by spending his timeand at his expense. It is the right opportunity for one to one marketing where a demonstration or presentation can be arranged. You can pull morecustomers using other marketing tools like direct mail, telephone, fax and email.

Web-site: The invention of Internet has evolved a very powerful information packed tool. Cyber space provides you with a facility to host a web-site. Acustomer from any where in the world and any time can visit your site and find all the information at his speed and convince and if e-commerce facilityavailable, this tool will straightaway bring results.

Others: Audio and video CD in different forms and variety are packed with presentation, pictures, brochures and other marketing messages. You can offerthis tool to your customers who can overview every thing about your company, products, brands and services. There are also audiocassettes for directeducation for select products. Relevant novelty items also help to remain in the minds of customer. Come, open your tool bag and select one and manymarketing tools and reached directly to your customers.


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Mail- &-Sell

From ancient days, when pigeons used to carry the messages... to postman delivering letters to your house...to emails in your mail box - we know the changingmedia for sending mails. We all await anxiously at Rome or office, in a hot, cold or a rainy season for the regular guest at our door step, the postman. He bringsalong with him a circular for a meeting, special offer for mobile/phone, bill for credit card, invitation for sale. Letter in the name of your child from a book store

with a discount voucher or subscription offer for a business magazine with unbelievable free gifts are example of mail and marketing.

Every letter carrying the personalized name and address, as if the content of the letter and the benefits are made only for that person. It reaches you at the righttime during the right period stating the benefits of one-to-one communication using direct mail. This is one of many Modern-day-marketing tools which is d


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extensively by small and medium size businesses corporate and multinational companies for having a dialogue on a regular basis with their customers andprospects.

If you are marketing a resort membership with an USP has vegetarian only than working with the database of 100% vegetarian community will bring moreresponse and that to at a very low cost to a sizable market. If your product find it's place in pharmaceutical or packaging industry or any such specific industrythan using the general database of these kinds of industry will establish you and your product's brand. 11 ere Direct mail strategy is used not just ones but, timeand again using a variety of direct mail substitutes like greetings, newsletter, trade circular, price list. There is no better strategy than direct mail which ispowerful, profitable and economical.

Often professionals in direct marketing disagree with an approach of a - like 'advertising by mail or 'advertising in an envelope' .In a successful direct mailmarketing 50% is the importance of a customer database, 20% to 30% of correct oil er, personalized or tailor message and right time only 20% carries the weightof a good picture, paper and a great creative. Mistakes are made by the managers in the industry of allocating more importance in terms of time and cost topictures and presentation at the cost of value for database, meeting the right time and really testing an offer. Database is your 50% partner if you want successfuldirect mail marketing.Look at the industries like airlines, banks, financial products like credit cards, term loans, automobile, alcohol, hotel and restaurant, publication, retail store, travel& tour, telecommunication and consumer appliances are the major and the frequent users of direct mail marketing.


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Dial for Telemarketing

Dial phone for marketing means in a simple word -Telemarketing.


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Dial - for - Pizza, Dial- for - Trouser, Dial- for - Home finance, now you can Dial -for - Roti, Kapada & Makan! Dial-for- Tele-housie, Dial-for- Tele-shopping, Dial-for- life line, Dial-for- friendship... now you can use phone for connivance, simplicity and happiness- thanks to telemarketing. The research of Graham Bell - aphone, started as a mean for distant communication is now used and overused across the globe far beyond a simple purpose it was invented.

In today's business, a phone has emerged as an entirely different tool. How many of you remember the black box? In modem-day-marketing phone has emerged asa powerful strategic tool. Surprisingly, until last couple of decades, though it was inverted many years back, no one ever thought using this tool increasebusinesses and profitability of the company. Every one of us was having the black box at our home and office but frankly speaking how many of us ever thoughtof systemically using the same.

Telemarketing helps to connect the right customer at the right time using one to one marketing with interactive dialogues that highlights benefits of companysproducts and services as if they are tailored for the person on the other line and get an immediate response and feedback from the customer. There is no betteralternative than telemarketing to inform the specific segment of the customers develops through the geographic and demographic parameters like area, language,lifestyle etc. and stored using database. When you talk to the person on the other side you may use a language which he understand and you too can connivancehim in buying your product. If the time for calling is ideally selected and the communication is so to say tailored for the person on the other side it is very muchlikely the most of the people will accept your communication and message. He is more or less satisfy and likely to remember your call. Your company will alsoget benefited with the market research part of the whole exercise as a bonus. It is also very comfortable and convenient for the telemarketing person to keep on

working without the headache of pollution and hassles due to population like on the field marketing. Ideally one gets the most comfortable air-conditionenvironment that increases productivity.

Marketplace

A typical village mela, which was the center of attraction, even for semi organized, is now seen only in bollywood films. A great rush, a fear of a loss of a child andpossible theft of a wallet. AH nuisances and risk but, a great anxiety to look at new things beyond the daily life and perhaps to buy some of them and drag thepeople across the villages from one city to another and over one continent to another. If a mela represents market place for nineteenth century than exhibitionsfor twentieth century and international trade fairs are just the ideal market place in twenty first century.


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The objective" of any advertising is to make aware the market about your products and services, remind customers and make them taking interest... by doing allthese and thus 11 rating a special space in the minds of the customers. Where as marketing aims at being close to customers either by reaching to or inviting thecustomers and give if required one to one product demonstration or presentation and while negotiating the business with the direct buyers one can learn moreabout the customers as well as making an offer which can immediately be enchased by an emotional and logical appeal. There is always a greatest opportunity

when customer is in front of you and he has come all the way to buy. You can oiler options of cash and credit card as well as a token advance of full payment.

In major metro cities you will find almost around 30 to 40 weekends round the year there is one or the other kind of exhibition or fair. Summer bonanza,Consumer Care, Festival special, Furniture and interior, Electronics and toys, Kitchen appliances, Health care and Medicare, Beauty care, Investments fair....fairs for

women, children and alike. In fact customer is now finding them more than digestible.

How genuine these offers are? He has started looking in to the offers seriously. Even the sellers have participated in a variety of exhibitions time and again and aretrying to find out an equation that balances investment and time, cost and return on investment. How many people come in is not all that important. In fact howmany of them buy and whether the whole process is profitable. Only if eye balls are important than going on electronic media or public places advertisements areequally important. If you analyze a number of visitors walk in and the decision makers amongst them and try to find out really how many of them are importantto you, you will be surprised that very often visitors walking in with your invitation often ends up buying your competitors product. Will you like it?

Marketing is like a War

Cola war, Detergent dispute, Toothpaste tussle, competition amongst TV channels, technical features fight for computer and mobile products, ongoing battle fortaste amongst soft drinks and beer companies, struggle between pizza and burger companies...Marketing is like a War. Competition is becoming brutal. The nameof the game is "taking business away from somebody else". As companies experiment with different ways (getting desperate) to increase sales, they are turningmore towards war-like strategies in general. The main objective of this marketing war is to introduce and establish company's products in the competitor territoryas well as to be number one in ones existing territory.

War is never one sided. One must constantly watch towards changing circumstances. The strategy can not only be one sided i.e. only towards 'how to win 1. Arightful practice must also focus on 'how never to loose'. The head of marketing must possess all the qualities of a general in the war - leadership, courage,boldness, faithfulness, hard working abilities to name a few. Vision for Future is a must-must for a successful navigation of the operation. Of course, technology

plays a major role in today, but technology alone can not win the war - we know this. People (Right kind of) and Team work both extremely important while


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conducting a successful war operation. Salesmen are like commandos who have tremendous power to attack with ever improving and evolving new techniques.Telephone, Fax, Internet, Email, Mobile', Direct Mail - are all modern day marketing tools. CRM & SCM are the software tools which find a tremendous use inmarketing and business today. The war is not just won or commanded simply by possession of these and other tools, but on how, where and when to apply sothat one can target the competition and emerge as the winner.

Remember, Marketing War unlike real life war is not fought in any region or territory, but is the battle in the mind of the customer. So, everything is focusedtowards winning a customer. Marketing is war is fought between the competitors but the winner is always a customer - he gets what he wants - improved quality,better price, free delivery, credit facility, extended guarantee or warranty, best service. For that matter, customer always feels that let this war be continued.

Marketing is like a Game 2011 Cricket world cup, 2010 Football world cup, Olympics every 4 years, Wimbledon every year or Chess world championship - it's not just a game, sport or acompetition between interstates or two countries but a great opportunity for multinationals and corporate level national organizations for advertising andmarketing.

If a player plays well, he not only gets benefited from the game but multifold benefits outside the game - besides being a national hero he creates his own brandequity. Like one needs to be a beautiful and possess a great personality to participate in 'Miss' kind of competitions, for the player, the sportsman, it is veryimportant to keep on winning and achieve success so that he can be a great model and increase his brand value.

Customer will buy a car or a bike widely advertised only if the sportsman who i the model for the product is a successful on that day. The players greatness isdirectly link to the product that company markets. Only successful player - an athlete for health and a chess master for computer education can bring response.Only successful teamwork can be linked with the teamwork behind the success of a company, success that can bring confidence and motivation; not just fromcustomers but also from shareholders. The game and the sportsman, marketing and the product, there is a grate resemblance.

Marketing is like a game. Game of Chess - make moves one-by-one and a great strategic thinking, visionary approach, moving forward and if required two step

backwards - only one objective - checkmate the competition. Let's take the game of card - open your cards one-by-one; they are the only resources in hand. You


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may have a jack, use it only if required. Use experience and if required gut feeling. Change the strategy that may surprise even your competitors. Take the game of football - enter in to the territory of y ur competitors, make a goal- it's like achieving sales strategy and winning over the territory. It's a great combination of adefensive and offensive strategy used by the respective competitors to achieve the supremacy in their area.

A game and a marketing strategy, competition, teamwork, planning, technique, leadership, temperament, patience, courage- What a great similarity! A game maybe an indoor or outdoor- marketing may be in-house or in the field, there will be a captain and a manager, like a coach there may be a consultant. Like there isalways a time factor associated with any game, there is a right season for every product marketing and also there can be an appropriate time for making customercontacts.

17 P for Today's Marketing

We know all about 4 'P's' of marketing from our study and experience in marketing management. In today's marketing and business world there seems to be aneed of more 'P's' as it may not be sufficient to make a successful break through with just 4'P's'.

Important'P's"P-l PRODUCTS

P-2 PLACE

P-3 PRICE

P-4 PROMOTION

P-5 PEOPLE

P-6 PLANNING

P-7 PAYMENT

P-8 PROFIT

P-9 PRAISE

P-10 PROFESSIONAL APPROACH

P-ll POSITIOING


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P-12 PRESTIGE

P-13 PERKS

P-14 PLEASURE TO WORK

P-15 PERFORMANCE

P-16 PERSONAL SKILLS

P-l 7 PRODUCTIVITY

Successful Mantra for Modern Day MarketingAn entrepreneur leaves on pin and needle. He must constantly monitor the change, which is taking place around. For that matter, if he does his business as he did

yesterday, he will only get yesterday's profit and that too if he is lucky. Can he survive today with yesterday's profit?

Competition cola wars, toothpaste tussles, detergent disputes are a ll known to us. The modern day marketing war results into the price war, high pressure not justfor survival but to grow constantly.

The time has come to work out a detailed marketing plan for developing existing business with an eye to future. You may need to do a complete re-engineeringand re-designing of your business model to adapt to the change.

Key to Successful marketing in difficult timesStarting from busting of dot-com bubble, 9/11 and the war, really difficult days for businesses worldwide! Stock exchanges across the globe as well as globaleconomy were in trouble. With troublesome days started almost two or three years back are yet not over!!

Such difficult situations and so-called bad days for business - indeed the worst time! How to lead the marketing? From small businessman to large corporatehouses only one question confuses them all equally - it's about survival - till sunshine again.

Customers are not seen, competitions are getting tougher day by day, ready goods are piling up in go downs, expenses are going sky high, and payment is alwaysa big question. It's not feasible to reduce the price of the good beyond the level. How to attract customers, sell products, make profit or not -but not to make a


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loss, how to get ready for tomorrow and above all how to survive today - in this difficult time? Every businessman small or big entrepreneur is trying to find out akey for successful marketing. Business is marketing. For everyone connected with marketing time is really a challenge. Every rupee that is spent to sell productsand to find customers must be used after a great thought and wisdom. It's not just about cost cutting but cost management.

INTRODUCTION:-Amul was formally registered in Dec 1946. The brand name AMUL sourced from Sanskrit word Amoolya which means priceless.

The name Amul represents dairy related Products . AMUL [Anand Milk Union Limited] is the product of co-operative movement in India. The Amul Pattern hasestablished it self as a unique appropriate mode for rural development. It played very vital role in white revolution which has made India the largest producer of milk & milk products

Amul began the dairy cooperative movement in India and formed an apex cooperative organization, Gujarat Co-operative Milk Marketing Federation Ltd.(GCMMF), which today is jointly owned by some 2.2 million milk producers in Gujarat, India .


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ORGANISATION:-

Amul is a dairy cooperative movement in India. It is a brand name managed by an apex cooperative organization, Gujarat Co-operative Milk

Marketing Federation Ltd. (GCMMF), which today is jointly owned by some 2.41 million milk producers in Gujarat, India. It is based in Anand town of Gujarat and

has been a sterling example of a co-operative organization's success in the long term. The Amul Pattern has established itself as a uniquely appropriate model for

rural development. Amul has spurred the White Revolution of India, which has made India one of the largest milk producers in the world. It is also the world's

biggest vegetarian cheese brand. Success of Kaira District Co-operative Milk Producers' Union Limited and setting up of District Co-operative Milk Producers'

Unions needed a state-level organization for entire Gujarat. That leads to creation of Gujarat Cooperative Milk Marketing Federation (GCMMF).

Besides India, Amul has entered overseas markets such as Mauritius, UAE, USA, Bangladesh, Australia, China, Singapore, Hong Kong and a few South African

countries. Its bid to enter Japanese market in 1994 had not succeeded, but now it has fresh plans of flooding the Japanese markets. Other potential markets being

considered include Sri Lanka.

AMULS MISSION We at GCMMF endeavor to satisfy the taste and nutritional requirements of the customers of the world, through excellence in marketing by ourcommitted team. Through cooperative networking, we are committed to offering quality products that provide best value for money.

Amul products

Amul Pasteurized Butter AMUL LITE Amul Spray Infant Milk Food
http://en.wikipedia.org/wiki/Mauritiushttp://en.wikipedia.org/wiki/UAEhttp://en.wikipedia.org/wiki/USAhttp://en.wikipedia.org/wiki/Bangladeshhttp://en.wikipedia.org/wiki/Australiahttp://en.wikipedia.org/wiki/Chinahttp://en.wikipedia.org/wiki/Singaporehttp://en.wikipedia.org/wiki/Hong_Konghttp://en.wikipedia.org/wiki/Africahttp://en.wikipedia.org/wiki/Japanese_peoplehttp://en.wikipedia.org/wiki/1994http://en.wikipedia.org/wiki/Sri_Lankahttp://en.wikipedia.org/wiki/Sri_Lankahttp://en.wikipedia.org/wiki/1994http://en.wikipedia.org/wiki/Japanese_peoplehttp://en.wikipedia.org/wiki/Africahttp://en.wikipedia.org/wiki/Hong_Konghttp://en.wikipedia.org/wiki/Singaporehttp://en.wikipedia.org/wiki/Chinahttp://en.wikipedia.org/wiki/Australiahttp://en.wikipedia.org/wiki/Bangladeshhttp://en.wikipedia.org/wiki/USAhttp://en.wikipedia.org/wiki/UAEhttp://en.wikipedia.org/wiki/Mauritius


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Amul Instant Full Cream Milk Powder Amul Cheese

Amul pizza cheese Amul Pure Ghee Amul malai paneer


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Mithai Mate Amul Shrikhand


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AMUL

BRITANNIA

NESTLE

CADBURYMOTHERDAIRY

HINDUSTANUNILIVER


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GRAPHIC REPRESENTATION

VOLUME OF SALES OF BEVERAGE

Sales Of Beverages

MOTHER DAIRY-27%

AMUL-53%

PARAS-08%

OTHERS-12%


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IMPORTANT FEATURES OF AMUL BUTTER MILK

0

10

20

30

40

50

60

NUTRIENTS-56% TASTE-22% PACKING-03% COST-7% BRAND IMAGE-12%

PERCENTAGE

PERCENTAGE


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WHICH BRAND OF BEVERAGES CONSUMERS PREFER MOSTLY

0

10

20

30

40

50

60

MOTHERDAIRY-21%

AMUL-57% PARAS-12% SARAS-04% OTHERS-06%

PERCENTAGE

PERCENTAGE


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Market research is a form of applied sociology that concentrates on understanding the behaviors, whims and preferences, of consumers economy, and aimsto understand the effects and comparative success of marketing campaigns.

In other words Market research examines all aspects of a business environment. It asks questions about competitors market structure , governmentregulations, economic trends technological advances, and numerous other factors that make up the business environment. Sometimes the term refers moreparticularly to the financial analysis of companies, industries, or sectors. In this case, financial analysts usually carry out the research and provide the results toinvestment advisors and potential investors.

OBJECTIVE OF RESEARCH

Establish a suitable channel for distribution between the distributor and consumers by eliminating the retailers from the di stributor channel with the aimto promote Amul Butter Milk and to give better facilities and services to the consumers of Delhi.
http://en.wikipedia.org/wiki/Sociologyhttp://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Market_researchhttp://en.wikipedia.org/wiki/Competitionhttp://en.wikipedia.org/wiki/Market_structurehttp://en.wikipedia.org/wiki/List_of_recognized_economic_sectorshttp://en.wikipedia.org/wiki/List_of_recognized_economic_sectorshttp://en.wikipedia.org/wiki/Market_structurehttp://en.wikipedia.org/wiki/Competitionhttp://en.wikipedia.org/wiki/Market_researchhttp://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Sociology


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Product flow


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PROCESS OF DISTRIBUTIONThe role of distributor is significant in the sub city. The distributor ensures the optimum distribution of Beverage. He sees whether every area and outlet

of his sub city is getting the product or not .

Factory

C&F Agent

Distributor

Retailers

Consumers


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So there are two main players in the distribution process:

1. Distributor2. Retailers

The company delivers the product to the distributor with the help of C&F agent, and the distributor further distributes the product to thecustomers with the help of retailers. For this distribution distributor forms a team of sales agents . These sales agents go to every market in the sub city

and check for the demand and supply of Beverage for the retailers. These sales agents work as a link between the retailers and the distributor .Supervisors are appointed to check the working of these sales agents. The supervisor is responsible for the working of his sales agents.

In todays modern business era when malls and Shopping complexes are flourishing, Amul has also started Providing pro duct tothem . With this products are available at cheap rate and easy availability has also been made.

TRADE SCHEMES

The purpose behind the trade scheme is to increase and encourage the purchase. Normally companies give such scheme to the distributor when the sizeor quality of product is big . These schemes could be in form of discount or a gift.

Company or Distributor himself launchs some other types of scheme for retailers . So that the sale of Beverages may go high. This thing is doneoccasionally.


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Retailers normally prefer the reduction in the net rate of the Beverage as a scheme. They like scheme on which Beverage is free on the purchase of Beverage rather than anything else is free on the purchase of Beverage. This creates problem for the retailers,

For Example - suppose on the purchase of one crate of any Beverage, company was giving one pouch of Stamina free. Now this will createinventory problem for the retailers. First he has to store Stamina in the store. Secondly sometime retailer demands the free gift by purchasing only half crate of Beverage and says that he will purchase the rest half crate next day and then the scheme will be satisfied.

The biggest problem in such type of schemes is that customer demands for the reduction in the net rate rather than anything else. So the retailers alwaysprefer the reduction in the net price rather than the scheme or they prefer the scheme in which Beverage is free on Beverage. So that the net effect of the schemeis the reduction in price.


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SALES TURN OVER

Sales Turnover Rs (million) US $ (in million)

1994-95 11140 355

1995-96 13790 400

1996-97 15540 450

1997-98 18840 455

1998-99 22192 493

1999-00 22185 493

2000-01 22588 500


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2001-02 23365 500

2002-03 27457 575

2003-04 28941 616

2004-05 29225 672

2005-06 37736 850

2006-07 42778 1050

2007-08 52554 1325

2008-09 64485 1443

2009-10 65250 1450


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SOME SUGGESTIONS WHICH CAN BE USEFUL IN SELL ENHANCEMENT HEREOURS SUGGESTIONS ARE BASED ON CUSTOMERS AND RETAILER REACTIONS

AND THEIR DEMANDS (i) Masti Butter Milk has traditional chhanchh type of flavor and taste . Company can also introduce sweet salty Butter Milk along with present Butter

Milk . It can be liked by kids and school going children.

(ii) For the change of taste, rosted cumin mixed Butter Milk can be introduced along with present Butter Milk. Because in homes many people add it inchhanchh.

(iii) Masti Butter Milk comes in tetra pack , that is good . But when its outlet hole is opened then at the time of taking out the Butter Milk some times itgoes wastage especially in 1lt pack. So to prevent it a stretchable neck type out let can be added .

(iv) Many times customer drinks Butter Milk at or near the shop. so a straw can be added with 200 ml tetra pack .

(v) At some places we found that demand is high but availability is not satisfactory so quick and adequate supply must be ensured

(vi) Company should think about replacement of products.


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(vii) Retailers have some problems regarding schemes. so company may think over it .

(viii) Time based feedback must be taken by the company both from the retailers and customers.

(ix) Company must keep watch on to days competitive business scenario. Frequent advertisement and information about newly introduced products mustbe done.

(x) Amul must give advertisement of Masti Butter Milk so that maximum people through out the country can be aware of it.


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2. The Story of V. Kurien.

3. Co-operative Management- Kale & Ahmad.

WEBSITES

1. www.amul.com

2. www.business-standard.com

3.www.economictimes.com
http://www.amul.com/http://www.business-standard.com/http://www.business-standard.com/http://www.amul.com/


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