A STUDY

ON
SELLING & DISTRIBUTION STRATEGY OF AMRIT
FOOD
NOIDA
In partial fulfillment of PGDM
(2009-2011)

Submitted To:-

Submitted by:-

Dr.Dharmendra Kumar

Mithun Pichli
Roll-15
PGDM (2009-

11)

INSTITUTE OF PROFESSIONAL
EXCELLENCE & MANAGEMENT (I.P.E.M)
A-13/1, Southside, G.T. Road, Industrial Area, NH-24, Ghaziabad

PREFACE
After completion of 3rd semesters of PGDM from I.P.E.M. College
Ghaziabad, I joined Amrit Food Corp. Ltd. for my summer training
project for the duration of 4 weeks. Where I was expected to report
Mr.R.P.Dixit , who was my project guide from the company.
The topic of my project was SELLING & DISTRUBUTION STRATEGY
OF AMRIT FOOD LTD. It was totally different topic for me. I can say its
a combination of marketing and research. During this project I got some
real time experience of the Retail industry what the industry is all about
and how it functions. It was really a very nice experience for me and
many more things I learned during this project.
I thank my whole faculty for providing me this opportunity.

ACKNOWLEDGMENT
Nothing concrete can be achieved without proper
guidance & Training

I wish to express my gratitude towards Dr.Dolly phillips(HOD),Dr

Dharmendra Kumar for helping me to get real life exposure in the
corporate world from my college.
I wish to express my heartfelt thanks to Mr.R.P.Dixit (A.S.M.), who
has assigned area Noida & Ghaziabad for completing my summer
project. For his cooperation and guidance in successful completion of
the assigned summer project.
Lastly I would like to pay our special regards to my parents for their
encouragement and full support for completion of this project.

-------------------------------

MITHUN PICHLI
PGDM- III Sem.
2009-2011

DECLARATION

I hereby declare that the Summer Training Report, which is entitled

Selling & distribution strategy of Amrit Food Corp. Ltd.
Ghaziabad. is compiled and submitted by me is my original frame
work. However, my Project Guide Respected Dr. Dharmendra
Kumar helped me at various points while preparing this report.

MITHUN PICHLI

Certificate Form College

Certificate Form Company

TABLE OF CONTENT

S.NO.

TITLE
PART-I

COMPANY PROFILE
Structure of organization

philosophy of the organization

Management

PRODUCT PROFILE

PART-II

OBJECTIVE

RESEARCH METHODOLOGY

Selling & distribution STRATEGY

SWOT ANALYSIS

Data collection Analysis

FINDINGS

CONCLUSION

Suggestion/recommendation

LIMITATIONS

ANNEXURE

BIBLIOGRAPHY

P.NO.

Amrit food
COMPANY
PROFILE

AMRIT FOOD:-

Amrit Corp. Limited (Amrit Corp.), a company incorporated in 1940 as

Amrit Banaspati Company Ltd, is flagship Company of the Amrit Group
(Group) and is a public company listed on stock exchanges at Mumbai
and Kanpur in India. Established in 1940, the Group is one of the largest
producers of edible oils and fats in the country. The Group has
undertaken a comprehensive restructuring of its various businesses
wherein:

The name of Amrit Banaspati Company Limited was

changed to Amrit Corp.;

The paper business of Amrit Corp. was de-merged into ABC

Paper;

The edible oils & FMCG commodities business of Amrit

Corp was de-merged into Amrit Enterprises Limited
(another Group Company) and the name of Amrit
Enterprises Limited was changed to Amrit Banaspati
Company Limited (ABCL); and

Amrit Corp. retained the Food and Real Estate businesses.

Amrit Food is a division of Amrit Corp Limited. Amrit Food was

established in the year 1991, and is recognized as one of the leading
producers of UHT Milk, Premium range of Flavored Milk, Pasteurized
Milk, UHT Toned Milk, Double Toned Milk and Milk Products. Amrit Food
is conscious of providing consistent product quality and services to its
valued customers to their entire satisfaction and delight.

Amrit Corp. undertook a major initiative to restructure its business

portfolio. As a part of long term business plan & growth strategy, a
Restructuring Scheme was formulated, which has been duly sanctioned
by all concerned including the shareholders, creditors and the Honble
High Courts at Allahabad, Delhi and Chandigarh. The Scheme has come
into force on 23rd June, 2007. In terms of the Restructuring Scheme, the
paper business together with the assets & liabilities has been demerged
into a separate Company, ABC Paper Ltd., while edible oils & FMCG
commodities business together with the assets & liabilities has been
demerged and consolidated with Amrit Enterprises Ltd. (now renamed as
Amrit Banaspati Company Ltd.). Amrit Corp. now has the following
activities:

UHT dairy milk, flavoured mik, dairy mixes and milk/milk

based products

Real Estate i.e. development of residential township,

commercial spaces and group housing complexes.

Services i.e. corporate & strategic advisory services and

BPO/back-office services to the Group Companies

The ownership of the flagship GAGAN brand and the

Corporate Logo.

Amrit Corp. Limited has come a long way since its incorporation in
1940. Some of the significant Milestones traversed by Amrit Corp.
Limited in its over 6 decade long journey are:
2007:

Restructuring Scheme approved by all concerned including

shareholders, creditors and the High Courts at Allahabad, Delhi
and Chandigarh and came into force on 23rd June, 2007 with
retrospective effect i.e. 1st April, 2006.

Major Expansion Plan envisaging an outlay of Rs.157 crore

initiated in ABC Paper Ltd.
2006:

Restructuring Scheme envisaging demerger of the paper

business of the Company into ABC Paper Ltd. and demerger
of

the edible oil business with Amrit Enterprises Ltd.

approved by the Board of Directors subject to necessary

consents/approvals of the regulating agencies, including
the High Courts.

2005:

Installed a 9 MW captive power plant at the Paper Division

Developing Gagan Enclave township at Ghaziabad for

residential plots

2001-03:

Scheme for Financial Restructuring sanctioned by BIFR and

Company de-registered from BIFR.

1998:

ABCL filed reference with BIFR consequent to erosion of its

net worth as on 31.12.1997;

Vanaspati plant at Ghaziabad dismantled and shifted to

Rajpura. As a result,

Vanaspati capacity at Rajpura rose to 155 TPD.

1991:

APFL amalgamated with ABCL with the sole objective to

service the institutional debt of APFL as all the Soya milk projects
came up at that time failed to take off primarily because of lack of
consumer awareness of soya milk.

Ventured into dairy milk and milk products.

1987:

Paper divisions capacity enhanced to 26, 400 TPA

Modernisation of the Vanaspati & refining plants undertaken

1986:

ABCL promoted separate company, viz. Amrit Protein Food

Ltd. (APFL) to produce and market soya-milk and other
soyamilk based beverages at Ghaziabad.

1985:

Separate facilities to produce refined oils were set up with a

capacity of 20,000 TPA each at Ghaziabad and Rajpura.

Physical refinery was set up at Ghaziabad.

Solvent extraction plant capacity also added at Rajpura

1982:

The capacity of the Vanaspati plant raised to 125 TPD at both

the locations.

Soap plants of 4000 TPA capacity also set up at Ghaziabad &

Rajpura.

Glycerine plant of 1 TPD set up at Ghaziabad.

1980:

ABCL set-up its Paper Division in Sailakhurd (Punjab) to produce

10,000 TPA of cultural varieties of papers from

agricultural

residues like rice straw, wheat straw, kana grass, bagasse etc.
1969:

ABCL set up second Vanaspati plant at Rajpura (Punjab) to

manufacture 100 TPD of Vanaspati.

The capacity of the Ghaziabad Vanaspati plant raised to 100 TPD.

1962:

Textile mill sold to M/s Sayaji Mills Ltd.

1960:

The Vanaspati factory at Bombay shifted to Ghaziabad.

1946:

ABCL purchased the entire shareholding of M/s New Prahlad

Mills Ltd., a composite textile mill having 1022 looms and
43,000 spindles. New Prahlad became a subsidiary of
ABCL.

1943:

ABCL acquired Ahmad Oomarbhoy Mills, Bombay, having Oil

Expeller, Vanaspati, Refinery & Hydrogenation plant.

1941:

ABCL got listed

1940:

Amrit Group promoted its first industrial venture, Amrit

Banaspati Company Ltd. (ABCL) by setting up a Vanaspati
(hydrogenated vegetable oil) plant at Ghaziabad (UP) with
an installed capacity of 25 TPD.

Amrit food
STRUCTURE
OF
ORGANIGATION

Manufacturing Facilities

Amrit Food possess is an unique and state-of-art facility which is the only
one of its kind in India. As opposed to its competitors Amrit Food uses a
direct steam infusion UHT sterilizer to maintain the natural flavor and
freshness of milk as well as its full nutritional values. Amrit Food is also
the only one in India having an aseptic flexible pouch packaging system
for UHT treated long life milk and milk products. The aseptic pouch is an
economical option and also an eco-friendly packaging as it is fully
recyclable. The plant is located 20 km from Delhi, over a land area of
20,000 sq. mtrs. The manpower strength to run this high tech plant is
around 80, which includes entire work force, supervisory and managerial
staff.

Quality & food Safety Policy

AMRIT MILK by nature of its definition reflects purity, safety and
surety which is the essence of our mission .We are dedicated towards
producing pure and wholesome products that are safe for human
consumption, which is also our moral and social responsibility. We are
conscious of providing consistent product quality and service of our
valued customers to their entire satisfaction and delight.
AMRIT FOOD shall achieve this through

Complying the customers as well as statutory & regulatory

requirements.

Establishing and reviewing quality & food safety objectives.

Continually improving skills of the employees, Processes and

systems.

Applying ISO 9001:2000 & HACCP principles that result in

production of quality and safe milk & milk products.

Receiving inputs (Raw materials) complying to our internal as

well as external quality stiandards.
Control of process through system and ensure dispatch of finished
goods as per specifications strictly.

QUALITY OBJECTIVES
Total fat losses maximum 0.40% (80% cases) to be achieved by end of
financial year 2007-2008.
Total SNF losses Maximum 0.50% (80% cases) to be achieved by end of
financial year 2007-2008
Reduction in inventory cost by 10% (includes Stores and Spares only but
does not include critical spares, crates, wire trays, cans raw materials,
packaging materials and finished goods ) to be achieved by end of
financial year 2007 2008.
To ensure no product is recalled Food Safety reasons by end of financial
year 2007-2008.

Quality Management System

At Amrit, utmost importance is given to quality management systems.
Amrit's raw milk and other ingredient acceptance procedures are one of
the most stringent and rigid in the industry. Amrit gives due emphasis to
food safety tools such as GMP (good manufacturing practices) &
HACCP (Hazard Analysis and critical control points) programs on regular
and ongoing basis. Amrit Food is an ISO-9001 & HACCP certified
unit. SGS, has granted the certification.

At AMRIT Food there is an in-house fully equipped laboratory that

monitors, inspects and conducts

Tests on raw materials

Products in process and Finished Products

Microbiological analysis of raw and finished products

Thus ensuring that final product going into the market is absolutely safe
for consumption to further our commitment to produce top quality
products through rigorous control and monitoring of Materials and
Processes.

Process Capabilities
State-of -art dairy processing equipment from Denmark and France.
Deploys modern technique of Ultra Heat Treatment (UHT) with direct
steam infusion. The only of it's kind in India
Aseptic packaging in Tetra pak and co-extruded multi layer film. The
UHT process and aseptic packaging ensures that milk & milk products
have nil bacteria.
Milk & milk products absolutely safe to use directly from the pack.
Long shelf life Milk & milk products with no need of refrigeration till pack
opened.

Amrit food
PHILOSOPHY OF
THE
ORGANIZATION

Our Guiding Philosophy

we believe that business can be built only on trust and confidence.
Confidence of the people, who deal with us as customer, suppliers,
business associates, shareholders/investors and, of course, employees
who work for the company and shape its destiny.We deal in dairy milk &
milk products, real estate and render corporate/strategic advisory
services and BPO services to Group Companies. We also hold
investment in the Group Companies, namely, ABC Paper Ltd. Amrit Food
Corp. Ltd and Amrit Banaspati Company Ltd. and are the owner of
Gagan flagship brand and Group Corporate logo.

Amrit food
MANAGEMENT

BOARD OF DIRECTORS
Shri N.K.Bajaj

Chairman & Managing Director

Shri J.K.Khaitan

Vice-Chairman

Shri G.N.Mehra

Director Independent

Shri Romesh Lal

Director Independent

Shri K.R.Ramamoorthy Director Independent

Shri Praveen Kumar

Director Independent

Shri Mohit Satyanand

Director Independent

Shri Vikram Bajaj

Director Non-Independent

Shri Pavan Khaitan

Director - Non-Independent

Shri A.K.Bajaj

Managing Director

Key Personnel

Shri J.C.Rana

Executive Director, CFO &

Company Secretary

Shri Mahesh Mittal

President (Finance & Audit)

Shri A.K.Bagga

President (Tax & CR)

Shri Viveck Batra

Vice-President

B.P.Maheshwari

Sr. General Manager (Finance

Amrit food
PRODECT
OR
SERVICE

AMRIT MILK PRODUCT

1. Flavour milk
a) Butter scotch
Fat-1.59g
MRP-15
Protein-3.34
Pack size-180ml
Life of milk-120 days.
B) Kehar badam
Fat-1.59g
MRP-15
Protein-3.34
Pack size-180ml
Life of milk-120 days.
c) Elichi
Fat-1.59g
MRP-15
Protein-3.34
Pack size-180ml
Life of milk-120 days.

D) Strawberry
Fat-1.59g
MRP-15
Protein-3.34
Pack size-180ml
Life of milk-120 days.
E) Coffee
Fat-1.59g
MRP-15
Protein-3.34
Pack size-180ml
Life of milk-120 days.
f)Cofee tofy
Fat-1.59g
MRP-15
Protein-3.34
Pack size-180ml
Life of milk-120 days.

3.Gagan caf.
a)Capuccion
Fat-4.8%
MRP- Rs20
Pack size- 200ml.
Life of milk- 120 days.
b)Cofee caramel
Fat-4.8%
MRP- Rs20
Pack size- 200ml.
Life of milk- 120 days.
c) Coffee Hazelnut
Fat-4.8%
MRP- Rs20
Pack size- 200ml.
Life of milk- 120 days
2. Double Tonned Milk (DTM)

Fat- 1.44%,
MRP- 30Rs. / Lit.

Pack Size- kg.

Life of milk- 35 days.

3.UHT liquide ice cream.

A) Soft ice cream
Fat-3.7%
MRP-53
Pack size- 1/2kg
Life of product- 90days
b) Hard ice cream
Fat-4.7%
MRP-45
Pack size- 1/2kg
Life of product- 90days

4.UHT fresh cream.

a)For all veg
Fat- 4.5%
MRP- 76
Pack size-1/2 kg
Life of product-90 days
b) For all non veg dishes
Fat- 7.5
MRP- 87

Pack size-1/2kg
Life of product-90 days

Associate's Products
Mother Dairy

We are manufacturing "Chillz" range of flavoured milks in hygenic

conditions and packing the same in aseptic pouches and sterilized
glass bottles. "Chillz" is available in the following flavours:
Kesar Elachi
Kesar Badam
Cholocate
Vanilla

Coffee

McDonald's

We are proud to be associated with McDonald's for their complete

requirment of Liquid Soft Serve Mix & Milk Shake Mix.
*We can offer our facility for third party operations for processing and
packing of various long shelf life milk products in aseptic pouches and
sterilized glass bottles.

COMPETITORS OF AMRIT MILK:

PARAS

MOTHER DAIRY

GOPALJEE

AMUL & Parag

Amrit food
OBJECTIVEs
OF THE
STUDY

Every work must be start with some objectives, without object no work
can be completed. In the same way I have started my summer project
with some objectives, And the topic which assigned me by company was

Selling & distribution strategy of Amrit Food Corp. ltd Amrit food
in convenient foods and beverages in Noida & Ghaziabad with
revenues of about 875.89 laces in year of 2009-2010 and over 45,000
employees.
Recently Amrit food is continuously trying to improve its position in the
total sales in corporate houses segments.
The objective of my project report was that:
To find out the problems faced by the channels of distribution.
To increase penetration in the market.
To find out levels of satisfaction among the retailers.
To find out availability of Amrit product in the outlets.
To see the distribution gap by which the product is selling.
To know the monopoly in these outlets.
Consumer behavior about Amrit food.

Amrit food

RESEARCH
METHODOLOGY

RESEARCH METHODOLOGY
RESEARCH OBJECTIVE:
The objective of my research is to find out the market share of Amrit food
with respect of filled stock , strength, signage, chilling equipments, pet
strength, etc.

1. RESEARCH DESIGN USED:

Research is an art of scientific, investigation and systematic research for
pertinent information on a specific. I have used analytical type of
research. Under analytical research we use facts or information already
available and analyses these to make critical evaluation of the material. I
have gathered the information from different sources and analyses it is
better way.

The data for market research is collected using the survey technique
surveys are best suited for analytical research. I undertake survey to
learn about Amrit foods knowledge, belief, preferences, satisfaction,
attitude, value and so on and to measure these magnitudes in the
general population.

2. DATA SOURCES:
The research plan can call for gathering primary and secondary data.
A. Primary Data: Primary data has been collected personally from
various retailers. I interacted directly with executive persons of the
Amrit food. Distribution and Amrit depot. I acquired good information.
B. Secondary Data: I collected secondary data from companys
records, magazines, books and the website of the company
www.Amrit food
3. RESEARCH INSTRUMENT:
Amrit food provided me an every dealers survey (EDS)
Format as research instrument for collecting primary data. The EDS
format consists of a set of question presented to respondents for their
answers. Because of its flexibility, the company format is the most
common instrument used to collect primary data.
4. SAMPLING PLAN:
It can be presumed that in such an enquiry when all the items are
covered no elements of chance is left and highest accuracy is obtained.
This type of enquiry involved a great deal of time, money and energy.
Due to the limitation of time and cost not practically feasible to contact
each and every respondent in the target segment. Hence quite often I
selected constituted what is technically called a sample.

A sampling plan is a definite plan determined before any data are

actually collected for obtaining a sample from a given population.
a. Sample Size: There was 4 dealers in NOIDA city. I had completed my
survey under 3 dealers for this project I had surveyed different types
of retailers. The sample size covered by me constitutes same part of
NOIDA city. 150 retailer outlets, the standard sample size had chosen
by me.
b. Sampling Technique: I had used judgment sampling technique for
my project report. This approach has been found empirically to
produce unsatisfactory results. And, of course, there is no objective
way of evaluating the precision of sample results. Despite these
limitations, this method may be useful when the total sample size is
extremely small.

5. CONTACT METHOD:
Personal interview is the most versatile methods. The interviewer can
ask more questions and record additional observations about the
respondent. Personal interview is the most expensive method and
requires more administrative planning and supervision that other
method. It requires intelligent efficient and communicative interviewers.
Research Design

An analytical research design was chosen for the study.

RESEARCH PROCESS

DEFINING RESEARCH PROBLEM

INTENSIVE LITREATURE

RESEARCH DESIGN
FEEDBACK

COLLECTION OF DATA

ANALYSIS OF DATA

RECOMMENDATION AND
REPORT WRITING

T IME SCHEDULE

TOTAL DURATION

12 May TO 25 June

PREPATION FOR DATA COLLECTION

DATA COLLECTION
DATA CALIFFICATON AND PREPARATION
OF REPORT

Sample Size:

120 retailers outlets.

Sampling Tools:

Every Dealers Survey (EDS) format.

6. LIMITATION OF THE STUDY:

12 May TO 12 June
13 May TO 12 June(NOIDA)
10 June TO 25 June

Since it was market summary, hence there was certain uncontrollable

factors. Which cannot be neglected nor manipulated and created slight
business in my project?
1. Information provided by retailers was not accurate it was based on
approximation. It may create some business is my report.
2. The time duration of the survey was very limited so extensive
study of given areas could not be according to standard
parameters.
3. It was not very difficult to get information regarding competitors
since they were big based while giving the information.
4. Some retailers were not satisfied by the supply of the Amrit
products so they did not provide proper informations.

DISTRIBUTION STRATEGY OF AMRIT FOOD

Amrit food has adopted the intensive distribution strategy.
INTENSIVE DISTRIBUTION
A strategy of intensive distribution is characterized by placing the goods
or services in as many outlets as possible. When the consumer requires
a great deal of location convenience, it is important to offer greater
intensity of distribution. This strategy is generally used for convenience
items such as tobacco, gasoline, soap, and snack food and bubblegum.
Manufactures are constantly tempted to move from exclusive or
selective distribution to more intensive distribution to increase their
coverage and sales and you could find Amrit food in kirana shops,
confectionery shops, departmental stores; you name it & Gagan, UHT,
Just milk is available there.
MARKET STRATEGY OF AMRIT FOOD
The strategy of market segmentation of Amrit food is differentiated
Marketing where they use push strategy for selling the product in the
Market. The product price is higher than Amul, Mother dairy, Parag,
Gopal ji. They give more margins to retailer then other.

Market Segmentation:
The strategy of market segmentation of Amrit food is undifferentiated
marketing, where the target market is one and marketing is same for the
target markets.
A Company cannot serve all customers in a broad market such as
drinks. The customers are numerous and diverse in their buying
requirements. The company needs to identify the market segment that in
can serves more effectively.

Many companies are embracing target marketing. Here, sellers

distinguished the major market segment, target one or more of those
segments, and develop products and marketing programs tailored to
each. Instead of scattering their marketing effort they can focus on the
buyers they have the greatest chance of satisfying.

Full Market Coverage: Here a firm attempts to serve all customers

group with all the products they might need. Only very large firms can
undertake a full market coverage strategy. Examples- Amrit Products like
flavor milks.

Product Modification:
Sometimes company also tries to stimulate sales by modifying the
products characteristics with quality improvement, feature improvement
or style improvement.

DISTRIBUTION
Most producers word with marketing intermediaries to bring their
product to market, between producers and the final users stand a
marketing channel, a host of marketing intermediaries performing a
variety of functions and bearing a variety of names. The marketing
intermediaries make up a marketing channel (also called a trade channel
or distribution channel).
Marketing channels are the sets of interdependent organizations
involved in the process of making a product or services available for use
or consumption.
Channel Levels:
Each intermediary that performs works in bringing the product and its
title closer to the final buyer constitutes a channel level. Since the
producer and the final customer both perform they are a part of every
channel.
There are four channels of distribution depending on the market
conditions, longer marketing channels are also found, but it is not in
practice only in rare case. The major four channel levels are(1) Zero-level channel (also called a direct marketing channel)Manufacturer to Consumer.
(2) One-level channel.
Manufacturer to Dealer to Consumer.
(3) Two-level channel.
Manufacturer to Wholesaler to Retailer to Consumer.
(4) Three-level channel.
Manufacturer to Wholesaler to Dealer to Retailer to Consumer.

Consumer Marketing Channel

Manufacturers

Consumers
Whole Seller
Whole Seller

Retailer
Lobber

Retailer

Industrial Marketing Channel

Industrial

Manufacturers Sales
Branch

Manufacturers
Customers

Every producer delegates some of the selling job to intermediaries. The

delegation means relinquishing some control over how and to whom the
products are sold. The use of intermediaries largely boils down to their
superior efficiency in making goods widely available and accessible to
target markets. Through their contacts, specialization, and scale of
operation intermediaries usually offers the firm more than it can achieve
on its own.
Amrit food has also distribution channels. These is only one bottling
plants in same area. It has generally two-level channels.

Manufacturer or

Distributor

Retailer

Consumer

Bottling plant

Distribution channel of Amrit food has given in above figure. Bottling

plant distributes product to the Distributor and Distributor holders
distributes among the Retailers and Retailer sells the product to the
customers.

DISTRIBUTION NETWORK IN GHAZIABAD CITY

AMRIT FOOD CORP. LTD

UNIT MANAGER (GHAZIABAD)

Distributors (Noida)

Retailers

Distributors (Ghaziabad)

Retailers

Distributors (delhi)

Retailers

SWOT ANALYSIS
STRENGTH

Amrit food corp is a well known and company with high profile
turnover is not only well-established but also reputed company.
Company carries vast experience and professional competence in
launching

successfully

its

project

in

various

market

of

Noida,Ghaziabad.
The wide range of flavor milks that it has in its armory, is also a
strong point.
It has a wide and extensive distribution network of flavor milks.

WEAKNESSES

 Lacks coordination between executives and retailers.

Amirt food corp losing its market share to competitors due to poor
supply.

Non-fulfillment of commitments on time, made to shopkeepers.

Incompetent distributor who do not give the schemes in the market

regularly.
Proper advertising was not in market.

Unavailability of various demanded flavors

Not proper control over distribution networks.

Proper promotion was not there.

OPPORTUNITY
With ever increasing population and changing life style of ready to
serve foodstuff including drinks couples with the fact that
approximately 40% population of India is below 25 pears, and Soft
Drinks Company has bright future. Goodwill of company can be
increased by publicity and advertisement. Basically Indians are
very emotional and get attracted to those things and names very
easily, which show some belongingness, so a company can easily
track consumers with an adequate publicity policy.

Company has brand equity in the eyes of customers, so its new

products can easily penetrates in the market.

THREATS
The Amrit Food Corp is facing a big threat from its competitors
Amul, Gopalgi and Mother Dairy, which are products of flavor milk,
are having a reputation of Swadeshi Brands in the mind of
customers because of their origin. That can cover more targeted
consumers. Those consumers who prefer to drink hard brand
product they purchase Amul.

ANALYSIS

1)-Awareness about AMRIT FLAVOURED MILK in

Noida(18,15a,55,51,10,Mamura,Nabada,26,62,63,48,17,15,19)
Yes:-60 %
No:-40%

Noida
60
50
40
30
20
10
0

Yes

No

Analysis:

It was found that 70% retailers who know about gagan flavoured
milk..

Most of the area are aware of the gagan flavoured milk because
margin is high so they keep the product and sellig them to the
student.

2)- THE FLAVOURRD MILK SOLD BY THE RETAILERS .

A. Amul

: 50%

A. Gagan

: 30%

C. Gopalgi

: 15%

D. Other

: 5%

Chart Title
Others; 5%
Gopalgi; 15%

Amul; 50%

Gagan; 30%

Analysis:

Every area wants to sale gagan flavored milk because gagan give
the Margin high rather then amul, Gopaljee etc .

But there are most demand of Amul product. But Gagan is in

second position.

Because of it quite a no. of consumers of brands such as AMUL

and Local milk has switched over to AMRIT because AMRIT is
providing good quality, easily available, good taste purity than their

rivals. Moreover AMRIT does not use synthetic milk as well as

harmful chemicals in its milk & milk products.
3)THE REASONS FOR LESS DEMAND OF GAGAN FLAVOURED
MILK BY THE RETAILERS.
Service :45%
Quality :20%
Price

:10%

Demand :10%
Other

:-15%
40
35
30
25
20
15
10
5
0
Service

Quality

Price

Demand

Other

4) Supply of Amrit food in Noida (Sec-28,19,15,15a,18,28,55,51)

YES

NO

40%

60%

Chart Title

Yes; 40%
No; 60%

Analysis: I found that all the NOIDA sectors supply of gagan milk was
not good.
60% of the shops keepers are not satisfied about supply of
Amrit food.
40% of shops keepers are satisfied supply of amrit food.

5)

Supply of Amrit food compare with other Company in NOIDA

Sectors?

Amul

Amrit foods

45%

Mother Dairy

25%

15%

Gopalgee

15%

50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Amul

Amrita Food

Mother Dairy

Gopalgee

Analysis: Compare with other companies, I found that Amul has good supply
of product in NOIDA sectors.
I found that Amrita food was second position but as compare to
Amul it was so below then Amul.
I found that in NOIDA sectors there are so many retail outlets of
MOTHER DAIRY.

FINDINGS

FINDINGS OF CHANNELS IN GIVEN MARKETS

Table 01:

14

15

50

10

21

15

s Canteen

70

ence Conveni

Grocery

Navkar
marketing(Noida
)

No.
Of
Outle
ts

Eatery

Name of
distributors

26
4

15
Laxmi marketing
Total

120

24

36

30

30

Findings of Channel

Canteens; 25% Eatery; 20%

Convenience; 25%Grocery; 30%

Analysis:
Since my area was rural & urban there for most of the outlets were
of under the category of grocery as well as college Canteen and
convenience which includes sweets shops, tea shops, pan shops
etc.

FINDINGS OF CHANNELS IN GIVEN MARKETS

Table 02:
Filled
Name of
Distributor

Navkar

No.

Filled

of

Stock of

outle

Amul (In

ts

crts.)

70

12

stock
Amrit
food( in

Filled
of
stock
of
Gopal
GI(In
crts.)

Filled
stock
of
Mother
dairy(I
n crts.)

crts.)
7

marketing
Laxmi
markerting
Total

50

15

13

120

27

21

Stock of Amrit food

30
25
20
15
10
5
0

Stock of Amrita food

Analysis:
The filled stock of Amrit Brands was 38% of total market.

Whereas the Amul contribution only 50%.

This is only not hyper demand of the brand of Amrit by the

consumers. Amul is good brand in market but Amrit food is second
position.

STATUS OF THE RETAILERS IN THE GIVEN

MARKET
Table 04:
Numb
Status
er
Amul Brand

27

Amrit Brands

15

Mother dairy

(Mix)

66

70
60
50
40
30
20
10
0
Amul Band

Amrit Brand

Mother Dairy

Mix Brand

Analysis:
Most of the outlets of the area keep both brand(Amul,Amrit).

hence I found that more than 66% of the total outlets have mix
status.
I found that most of the area Mother Dairy has own outlets.

COMPARISION OF COOLING EQUIPMENTS

Table 05:
Cooling

Cooling
Cooling
equipment

equipme

equipment

nt

provided
provided

Own Cooling
equipment

provided
By Mother

By Amul
Dairy
36

By Amrit
food

30

50

50
45
40
35
30
25
20
15
10
5
0
Amul Band

Amrit Brand

Mother Dairy

Own Cooing

Analysis:
More

than

50%

of

total

outlets

cooling(Own,Amrit,Coca Cola) equipment.

have

their

own

where as Amul & Mother Dairy & Amrit food has the contribution of
30% and 25% ,3% respectively.

MARKET SHARE OF UHT Milk VS. OTHERS Milk

Table 09:
Market share of UHT

Others Milk

10

90

Chart Title
90
10

Analysis: I found that in Noida UHT milk is portion is very low.

In Noida retailers are prefer fresh milk they does,t prefer to store.

MARKET SHARE OF CAFE Milk VS. OTHERS CAFE

Milk
Table 10:
Market share of Cafe

Others Cafe Milk

80

20

Chart Title

Market Share of Other caf milk; 20%

Market Share of caf milk; 80%

Analysis: I found that in Noida market Amrit food provide caf milk.
Others some of the Shops they manufacture caf milk
In Noida market Amrit food caf demand is not so high.

Comparison between Amrit foods Product Price

Vs other product Price

Table 11:
Amrit Food Price

Others Product Price

80%

20%

80
70
60
50
40
30
20
10
0
Amrita Foods Price

Other Product Price

I found that according to quality of product Amrita food price is

higher than others company.

CONCLUSION
My survey related to some rural & urban area of NOIDA city. I had
completed my survey under two distributors. In these areas having not
much demand of Amrit Food so, it is necessary to fulfill the demand
beyond the increase the awareness.
After completion of my survey, I reached to this conclusion that in these
areas the customers are not Brand Loyal. They buy milk product only to
their demand. Therefore it good and harmonious relationship is
maintained between the distributor and the customer executive; the
company can definitely increase their products share in the market.
Another conclusion is derived is that if regular supply of the consignment
would be done then it will be an aggressive way and all the brands would
be sold out?

RECOMENDATION
Amrit Company has bright future but there is very stiff competition
between Amrit food corp & Amul . So there are few suggestions, which
can extend the Amrit share in given market.
1. It is the task of company to provide the comforts to retailers as
cooling equipments, glow sign wall painting, dealer board and
racks etc.
2. Concentrate all the outlets, which may extend the Amrit demands
in markets.
3. For the penetration of Amrit brands in balance area , some scheme
must be introduced. Such as visi. Cooler provide the new outlets
holders.
4. There should be proper and regular delivery of products
5. Take appropriate steps to prevent the unfair trade practice which
done by the dealers.
6. Proper investigation regulated by the executives of the company.
7. More attention should be paid on advertisement through providing
glow signs, dealer board and painting.
8. There should be preventing monopoly of the dealers.

LIMITATION

 Findings are made on the views expressed by the consumers. So

it may suffer from biased prejudices.
Weather conditions were not favorable.
Some of the respondents were not co-operative and many seem
to be having no interest.
The study has not been intended on a very large scale, have the

possibility of errors, which cannot be ruled out.

Time limitations.
Area was specified.
It is extremely difficult to persuade to respond to questionnaire.
The retailers know us as people from Amrit there by the
responses could have been biased.

APPENDIX
Firms Name
:

Address

:- ...

...

Cont. Persons Name:-

Cont. No.:..,,,,,,

1)- Awareness about AMRIT falvoured milk:YES

NO

2) Which flavoured you are selling?

a
b
c
d
e
f

Butter scotch
Kesar badam
Elaichi
Strawberry
Coffee
Coffee-toffee

3) - Which company Falvoured milk do you sell?

a) Mother Dairy

YES

NO

b) Amrit (gagan)

YES

NO

c) Amul

YES

NO

d) gopalgi

YES

NO

e)Other

YES

NO

4) - Are you interested for AMRIT Falvoured milk?

YES

NO

If no why?
Service

Quality

Price

Other

5)-Do you get the replacement of gagan products in case of quality

problem in time?

1) poor( )

2) Average( ) 3) Good( ) 4)Very good( ) 5) Excellent( )

6)-How do you rate the consumers response about gagan products?

1) poor( )

2) Average( ) 3) Good( ) 4)Very good( ) 5) Excellent( )

7) How do you grade supply of Amrit food compare with others?

1) poor( )

2) Average( ) 3) Good( ) 4)Very good( ) 5) Excellent( )

8)- Your suggestion for our products

Date:-

(.)
Signature

BIBLIOGRAPHY

PERSONS REFERENCE

 Dr.Dharmendra Kumar

BOOK REFERENCE

Marketing Management By PHILIP KOTLER

Consumer Behavior By GUPTA and PAAL

WEB SITES

www.indiandairy.com

www.google.com

NEWSPAPER

Economic Times

Business Standard