SUMMER TRAINING ON MARKET SHARE & CONSUMER PERCEPTION OF AMULS PRODUCTS

Submitted in partial fulfillment of the requirement for the award of the degree
Of

BACHELOR OF BUSINESS ADMINISTRATION Submitted By: Nitika Garg Roll No - 9351679

UNDER THE GUIDANCE OF: External Supervisor
Mr. Brijesh Mishra

HR-Manager Sahibabad

Internal Supervisor Ms. Palka Chhillar Project Guide IMS Ghaziabad

INSTITUTE OF MANAGEMENT STUDIES

C-238, BULANDSHAHR ROAD, LAL QUAN, PB NO-57,

GHAZIABAD 201009

CONTENTS

Certificate

Acknowledgement Objective Of The Report Company Profile Product Profile Research Methodology Consumer Data Interpretation And Presentation Finding And Analysis Conclusion & Suggestions Retailers Interruption & Presentations Limitation Annexure Questionnaire

Bibliography

ACKNOWLEDGEMENT

The making of this project has been a great experience for me on AMUL INDIA Ltd. (Sales and Marketing) during partial fulfillment of my course. I like to thank Mr. P. Mudgal, Sr. DGM (Marketing), Office-incharge, Gujrat Cooperative Milk Marketing Federation Limited, Ghaziabad for give me an opportunity to do my training in their organization and helping me painstakingly. I am thankful for providing me guidance Ms. Palka Chhillar.

Last but not least I would also thankful to all AMUL family and retailers who helped me during my project work.

NITIKA GARG
BBA VIth SEM

OBJECTIVE
Amul is the market leader of dairy products in Ghaziabad City Britannia and Nestle are the major competitors in the market against Amul it is important to get an idea regarding Amuls position in Ghaziabad City. It would not help Amul to capitalize on existing potential but also to formulate strategies and to fill the loop holes and gaps to fight the competitive situation The researcher has tried to know about the following points: 1. To find out the perception of retailers regarding Amuls products & specially of Amul Butter. 2. To determine the market share.

COMPANY PROFILE
GUJARAT COOPERATIVE MILK MARKETING FEDERATION GCMMF: AN OVERVIEW Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products marketing organisation. It is a state level apex body of milk cooperatives in Gujarat which aims to provide remunerative returns to the farmers and also serve the interest of consumers by providing quality products which are good value for money.

Members: No. of Producer Members: No. of Village Societies: Total Milk handling capacity: Milk collection (Total - 2002-03): Milk collection (Daily Average 2002-03): Milk Drying Capacity: Cattlefeed manufacturing Capacity:

12 district cooperative milk producers' Union 2.28 million 11,132 6.7 million litres per day 1.86 billion litres 5.08 million litres 510 metric Tons per day 1450 Mts per day

Objectives and Business Philosophy of GCMMF

The main stakeholder of GCMMF is the farmer member for whose welfare GCMMF exists. GCMMF states that its main objective is the carrying out of activities for the economic development of agriculturists by efficiently organizing marketing of milk and dairy produce, veterinary medicines, vaccines and other animal health products, agricultural produce in raw and/or processed form and other allied produce. GCMMF aims to market the dairy and agricultural products of cooperatives through: Common branding Centralized marketing Centralized quality control Centralized purchases, and Efficient pooling of milk GCMMF has declared that its business philosophy is as follows: To serve the interests of milk producers and To provide quality products that offer the best value to consumers for money spent

Organizational Structure of GCMMF

GCMMF is a lean organization, a strategy that is believed to provide it with a cost advantage. At its headquarters in Anand, four General Managers (GMs) and four Assistant General Managers (AGMs) assist the Managing Director (MD). The four AGMs look after the functions of marketing, systems, co-operative services and technical projects, respectively. The four GMs are in charge of marketing (dairy products), Human Resources Development and Marketing (Dhara and new business), finance and quality assurance, respectively. The whole country is divided into five zones, each headed by a zonal manager responsible for the sales of all products within his zone. These managers report to the MD but functionally each also reports to the various AGMs/GMs at the headquarters. There are 50 sales offices spread across the country (of which only two are in Gujarat); a sales manager heads each office and is assisted by sales officers and field salespersons. The entire country has been represented in this structure. GCMMF has one overseas office in Dubai.

BOARD OF DIRECTORS
Gujarat co-operative Milk Marketing Federation Limited, Anand, India registered under Gujarat co-operative societies Act-1961. Dr. V. Kurien (Chairman) B. M. Shrlvyas (Managing Director) Representative Dr. Amrita Patel (National Dairy Development Board, Anand) Registrar Sri R. M. Joshi (Co-operative Society Gujrat State, Gandhi Nagar) Bankers Bank of Baroda, State Bank of India Kaira District Central Co-operative Bank Ltd. Auditors S. R. Batliboi & Co. (Chartered Accountant) The list of all Chairmen of various Co-operatives is given on next page.

Chairman
Sri Ramesh Bhai P. Patel Sri Motibhai R. Chaudhary Sri Govindbhai P. Patel Sri Pratibhai G. Bhatol Sri Narendra Bhai M. Patel Sri Manubhai A. Patel Sri Bhupendra Singh P. Solanki Sri Sureshbhai Bharwad Sri B. B. Bambhania Sri Moghambhai M. Desai Sri Prahladbhai M. Patel Sri Dhasarathnath N. Patel Kaira District Co-operative Milk Producers Union Ltd. Anand Mehsana District Co-operative Milk

Producers Union Ltd. Mehsana Sabarkantha District Co-operative Milk Producers Union Ltd. Himmat Nagar Banaskantha District Co-operative Milk Producers Union Ltd. Palanpur Baroda District Co-operative Milk

Producers Union Ltd. Baroda Surat District Co-operative Milk Producers Union Ltd. Surat Panchmahal District Co-operative Milk Producers Union Ltd. Godhra Ahemdabad District Co-operative Milk Producers Union Ltd. Ahemdabad Raikot District Co-operative Milk Producers Union Ltd. Raikot Valsad District Co-operative Milk Milk

Producers Union Ltd. Alipur Bharuch District Co-operative

Producers Union Ltd. Bharuch Gandhi Nagar District Co-operative Milk Producers Union Ltd. Gandhi Nagar

Sales Turnover
Year 1997-1998 1998-1999 1999-2000 2000-2001 2001-02 2002-03 2003-04 2004-05 Rs (Million) 1140 13790 15540 18840 22185 22588 23365 27457 US$ (Million) 355 400 450 455 493 500 500 575

The above data shows that the sales increasing since 1995 at a great pace & this is the reason that proves Amul as a good competitor in this modern world. The biggest strength of GCMMF is the trust that it has created in the minds of its consumers regarding the quality of its products. Amul stands for guaranteed purity of whatever products it produces. None of its products is adulterated. In India, where such trust is hard to come by, this could provide a central anchor for GCMFF's future business plans.

THE AMUL HISTORY

In the 1940s, in the district of Kaira of the State of Gujarat, India, a unique experiment was conducted that become one of the most celebrated success stories of India. At that time, in Gujarat, milk was obtained from farmes by private milk contractors and by a private company, Polson's Dairy in Anand, the headquarters of the district. The company had a virtual stranglehold on the farmers, deciding the prices both of the procured as well as the sold milk. The company arragned to collect, chill and supply milk to the Bombay Milk Scheme, which supplied milk to the metropolis of Bombay, and to cities in Gujarat, Polson's Dairy also extracted dairy products such as cheese and butter. Polson's Dairy exploited its monopoly fully; the farmers were forced to accept very low prices for their products, and the decisions of the company regarding the quality and even the quantity of the milk supplied by the farmers were final. In 1946, inspired by Sardar Vallabhbhai Patel, a local farmer, freedom and social worker, named Tribhuvandas Patel, organised the farmers into cooperatives, which could procure milk from the farmers, process the milk and sell it in Bomaby to customers including the Bombay Milk Scheme, Purely by chance, in 1949, a mechanical engineer named Verghese Kurien, who had just completed his studies in engineering in the USA, came to India and was posted by the Government of India to a job at the Dairy Research Institute at Anand. Settling down in Anand was hardly a part of his career plans; however, a meeting with Tribhuvandas Patel changed his life and changed India's dairy industry. What Mr. Patel requested of Dr. Kurien was hardly to bring about such a revolution. All the wanted was help in solving various problems with

bringing into working order some of the equipment just purchased by his cooperative, especially the chilling and pasteurising equipment. These items of equipment malfunctioned, leading to the rejection of large quantities of milk by the Bombay Milk Scheme. Dr. Kurien's involvement with the Kaira District Co-operative Milk Producers' Union Limited (KDCMPUL; the registered name of the cooperative) grew rapidly. Initially he merely provided technical assistance in repairing, maintaining and ordering new equipment but subsequently he became involved with the larger sociological issues involved in organising the farmers into co-operatives and running these co-operatives effectively. He observed the exploitation of farmers by the private milk contractors and Poison's Dairy, and noted how the co-operatives could transform the lives of the members. The most important feature of these co-operatives is that they run purely as farmer's co-operatives, with all the major decisions being taken by the farmers themselves. The co-operatives are not 'run' by a separate bureaucracy with vested interests of its own; the farmers are truly in charge of their own decisions. Any farmer can become a member by committing to supply a certain quantity of milk for a certain number of days in a year and shall continue to be a member only if he keeps up this commitment. Each day, the farmers (or actually, in most cases, their wives and daughters) bring their milk to the village collection centres where quantity of milk is checked in full view of all and quality (milkfat content) is checked using a simple device, again in full view of all. The farmers are paid in evening for the milk they supplied in the morning, and in the morning for the evening's milk. This prompt settlement in cash is a great attraction to the farmers who are

usually cash starved. Thanks to the above system, there are no disputes regarding quantity or quality of the milk supplied by each farmer. It was soon realized that it was not enough to merely act as the collection and selling for the farmers. A variety of support services were also required to enable the farmers continue selling milk of adequte quality and to avoid disasters such as the death of their cattle (fo a family owning just one or two cattle and depending on its/their milk for their income, death of cow could indeed be a disaster). The farmers were progressively given new services such as veterinary care for their cattle, supply of good quality cattle feed, education on better feeding of cattle and facilities for artificial insemination of their cattle. All these were strictly on payment basis; none of services were free. This experiment of organizing farmers into co-operatives was one of the most successful interventions of India. A very loyal clientele was built up who experienced prosperity on a scale they could not have dreamt of 10 years earlier. With good prices paid for their milk, raising milch cattle could become a good supplementary source of revenue to many households. The co-operatives were expanded to cover more and more areas of Gujarat and in each area, a network of local village level co-operatives and district level co-operatives were formed on a pattern similar to that at Anand (the so called Anand Pattern). In 1955, KDCMPUL changed its name to Anand Milk Union Limited, which lent itself to a catchy abbreviation, Amul, which meant priceless in Sanskrit. The word was also easy to pronounce, easy to remember and carried a wholly positive connotation. It became the flagship brand name for the entire dairy products made by this union. In 1954, Amul built a plant to convert surplus milk produced in the cold seasons into milk powder and butter. In 1958, a plant to manufacture cheese and

one to produce baby food were added-for the first time in the world, these products were made from buffalo milk. Subsequent years saw the addition of more plants to produce different products. Starting from a daily procurement of 250litres in 1946, Amul had become a milk giant with a large procurement base and a product mix that had evolved by challenging the conventional technology. In his visit to Anand in 1965, the then Prime Minister of India, Lal Bhadur Shastri, was impressed by what he saw-a system that procured, processed and delivered high quality milk to distant markets cost efficiently. Shastri could also see the difference that the income from milk had made to the standard of living of farmers in the area. What impressed him the most was that Amul had done all this without Government assistance in market contrast to number of Government sponsored dairy programmes that were doing poorly in terms of procuring and marketing good quality milk and boosting farmer's incomes. Shastri asked Dr. Kurien to replicate Anand's success all over India. A pattern similar to the Anand Pattern was to be built in otherstates of India. This was carried out under a programme launched by the Government of India, entitled "Operation Flood". The operation was a body formed by the Government of India with this specific objective co-ordinated by the National Dairy Development Board (NDDB), a body formed by the Government of India with this specific objective.

AMUL PRODUCTS A BRIEF INTRODUCTION

AMUL means "priceless" in Sanskrit. The brand name "Amul," from the Sanskrit "Amoolya," was suggested by a quality control expert in Anand. 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 Chocolates, Amul Shrikhand, Amul Ice cream, Nutramul, Amul Milk and Amulya have made Amul a leading food brand in India. (Turnover: Rs. 25 billion in 2002). 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 Of a proven model for dairy development Check out this vast and ever-growing range of 'tasteful' Amul delectable!

Bread Spreads: Amul Butter

Utterly Delicious Butterly

Amul Lite
The low at Fat Bread Spread

Powder Milk: Amul Spray Infant Milk Food

Still, Mother's Milk is Best for your baby

Amul Instant Full Cream Milk Powder

A dairy in your home

Sagar Skimmed Milk Powder

Which is especially useful for diet preparations or for use by people on low calorie and high protein diet.

Sagar Tea Coffee Whitener

Amulya Dairy Whitener

The Richest, Purest Dairy Whitener

Fresh Milk: Amul Fresh Milk

This is the most hygienic milk available in the market. Pasteurized in state-ofthe-art processing plants and pouch-packed for convenience.

Amul Gold Milk

Amul Taaza

Slim and Trim

Fresh Cream

Chocolate Milk

Flavoured Milk

Cheese: Amul Pasteurised Processed Cheese

100% Vegetarian Cheese made from microbial rennet

Amul Cheese Spreads

Tasty Cheese Spreads in 3 great flavors.

Amul Emmental Cheese

The Great Swiss Cheese from Amul, has a sweetdry flavor and hazelnut aroma

Amul Pizza Mozzarella Cheese

Pizza cheese...makes great tasting pizzas!

Gouda Cheese

For Cooking: Amul / Sagar Pure Ghee

Made from fresh cream. Has typical rich aroma and granular texture. An ethnic product made by diaries with decades of experience.

Cooking Butter

Amul Paneer
Ready to cook paneer to make your favourite recipes!

Utterly Delicious Pizza

Mithai Mate
Sweetened Condensed Milk - Free flowing and smooth texture. White to creamy color with a pleasant taste.

Masti Dahi

Masti Soups

Desserts: Amul Ice Creams

Premium Ice Cream made in various varieties and flavours with dry fruits and nuts.

Amul Shrikhand
A delicious treat, anytime.

Amul Mithaee Gulab Jamuns

Pure Khoya Gulab Jamums...best served piping hot.

Gulab Jamun Mix

Kulfi Mix

Amul Chocolates
The perfect gift for someone you love.

Healthy Drink: Nutramul Malted Milk

Food made from malt extract has the highest protein content among all the brown beverage powders sold in India.

LIST OF PRODUCTS MARKETED:

Breadspreads:

Amul Butter Amul Lite Low Fat Breadspread Amul Cooking Butter

Cheese Range:

Amul Pasteurized Processed Cheddar Cheese Amul Processed Cheese Spread Amul Pizza (Mozarella) Cheese Amul Shredded Pizza Cheese Amul Emmental Cheese Amul Gouda Cheese Amul Malai Paneer (cottage cheese) Frozen and Tinned Utterly Delicious Pizza

Mithaee Range (Ethnic sweets):

Amul Shrikhand (Mango, Saffron, Almond Pistachio, Cardamom) Amul Amrakhand

Amul Mithaee Gulabjamuns Amul Mithaee Gulabjamun Mix Amul Mithaee Kulfi Mix

UHT Milk Range:

Amul Taaza 3% fat Milk Amul Gold 4.5% fat Milk Amul Slim-n-Trim 0% fat milk Amul Chocolate Milk Amul Fresh Cream Amul Snowcap Softy Mix Amul Taaza Double Toned Milk Amul Cow Ghee

Infant Milk Range:

Amul Infant Milk Formula 1 (0-6 months)

Amul Infant Milk Formula 2 ( 6 months above) Amulspray Infant Milk Food

Milk Powders:

Amul Full Cream Milk Powder Amulya Dairy Whitener Sagar Skimmed Milk Powder Sagar Tea and Coffee Whitener

Sweetened Condensed Milk:

Amul Mithaimate Sweetened Condensed Milk

Fresh Milk:

Amul Taaza Toned Milk 3% fat Amul Gold Full Cream Milk 6% fat Amul Shakti Standardised Milk 3% fat Amul Smart Double Toned Milk 1.5% fat

Curd Products:

Amul Masti Dahi (fresh curd)

Amul Butter Milk Amul Lassee

Amul Ice creams:

Royal Treat Range (Rajbhog, Cappuchino, Chocochips, Butterscotch, Tutti Frutti)

Nut-o-Mania Range (Kaju Drakshi, Kesar Pista, Roasted Almond, Kesar Carnival, Badshahi Badam Kulfi, Shista Pista Kulfi)

Utsav Range (Anjir, Roasted Almond) Simply Delicious Range (Vanilla, Strawberry, Pineapple, Rose, Chocolate) Nature's Treat (Alphanso Mango, Fresh Litchi, Anjir, Fresh Strawberry, Black Currant)

Sundae Range (Mango, Black Currant, Chocolate, Strawberry) Millennium Icecream (Cheese with Almonds, Dates with Honey) Milk Bars (Chocobar, Mango Dolly, Raspberry Dolly, Shahi Badam Kulfi, Shahi Pista Kulfi, Mawa Malai Kulfi, Green Pista Kulfi)

Cool Candies (Orange, Mango) Cassatta Tricone Cones (Butterscotch, Chocolate)

Megabite Almond Cone Frostik - 3 layer chocolate Bar Fundoo Range - exclusively for kids SlimScoop Fat Free Frozen Dessert (Vanilla, Banana, Mango, Pineapple) Health : Isabcool

Chocolate & Confectionery:

Amul Milk Chocolate Amul Fruit & Nut Chocolate Amul Eclairs

PROJECT DEFINITION
My project is directed to study the share of AMULs products in the market. Basically it is a survey approach and I have tried my level best to collect data and genuinely applied it to obtain my project goal, and proudly I present it before you. Indian business scenario is improving. Different commodities are contributing to increasing business volume. In this process companies are struggling hard to increase their commodity market share and further down their company market share. In food industry also there is intense competition and different food industries are making deliberations to improve their market share. AMUL is one of them, so I have selected AMUL to study its market share in India by studying small samples of market in the city of Ghaziabad where I put up. I have carried out surveys through questionnaires and interviews with the company retailers in the working of my project. AMUL has many competitors and in the cutthroat competitive scene of todays market it has to fight tough against them to maintain its no. 1 position especially in dairy products. I have also studied the consumer perception about AMUL products and also the competitors products.

BACKGROUND
Current business scenario is passing through a marketing era. Consequently there is faster business development because of liberalization and improving economic environment. At present companies are struggling to improve their market dominance and visibility. In order to survive during present competitive environment companies are trying to grab a larger market share. Growing liberalization and business favorable environmental changes have brought about enormous business opportunities for the companies. In various sectors and commodities, share the business is growing. As a student of marketing management it is advisable to understand the various interactive marketing forces. One of the significant indicator understanding the influence of marketing forces on companies is the market share achieved by a company. Therefore the project undertaken has given me an opportunity to study the creation of market share of AMUL in India.

AMUL PASTEURISED BUTTER

The largest selling brand of butter in India made from fresh cream. Marketed since last four decades. It is made in the most modern, state of the art plant and meets AGMARK standards. Considered as a basic and essential requirements by housewives, it is used to enhance the taste of various dishes like Dosas, Parathas, Omelettes, Pizzas, Pav Bhaji and on Bread. It is available in different packs:100 gm 500 gm 110 x 9.1 gm 200 gm

AMUL LITE BREAD SPREAD

A delicious butter substitute, low in fat, low in cholesterol, it is the prefect way to a healthy breakfast. Most suitable for health conscious people as it has low fat content and cholesterol. It is available in: 200 gm

AMUL PROCESSED CHEESE

Made from rich creamy milk, 100% vegetarian ingredients, it makes delicious sandwiches, pav bhaji pizzas and can be used in your favorite recipes. Amul Processed Cheese is prepared using fully ripened Cheddar Cheese, which gives a unique taste, texture and mellowness. It is available in: 8 x 25 gm Chiplet 200 gm Slice 200 gm Tin

AMUL CHEESE SPREAD

Made from a special formulation, 100% vegetarian, it is delicious in sandwiches, chapattis and parathas. It is also used to enhance the taste of a whole range of products like filling of Burgers, Salads, Pakodas and host of other dishes. Available in 3 flavors plain, garlic and pepper. It is available in: 200 gm Pepper 200 gm Plain 200 gm Garlic

AMUL PIZZA CHEESE

The only genuine Mozzarella cheese made with state of the art technology, for the first time in India. Due to its stretch ability, its ideal as a pizza topping. When baked along with pizzas, it melts uniformly and spreads evenly. It is available in: 250 gm

AMUL CHEESE POWDER

Not only is it the only brand of cheese available in India, it is also the only form of cheese which doesnt require refrigeration. Being high in fat, protein and mineral content, it is very nutritious. Thanks to a slip on lid, the tin can be reused for storing other ingredients. Cheese powder is the most convenient form of using cheese. It can impart the desired cheesy flavour to any dish such as Soup, Salads, Baked dishes, Pastas, Dosas etc. It is available in : 200 gm

AMUL MALAI PANEER

The first branded and frozen paneer. Made from rich Amul milk to make it extra malaidar. It is available in: 100 gm 200 gm 1 kg

AMUL NUTRAMUL
It has the highest protein content among brown beverage powders in India. Makes hot and cold milk beverages for children and adults. It confirms to BIS Quality standards. It is available in: 500 gm

AMUL MITHAEE
Made from fresh khoa, maida and sugar to give it a softer, smoother and richer texture. The highest standards of hygiene are maintained at our state of the- art plant. Available in Easy Open tins, which are convenient and can be opened anytime, anyplace. It is available in: 500 gm 1 kg

AMUL MITHAI MATE

Richer, whiter, free flowing condensed milk. Available in a new easy to open can. The product quality meets BIS standards. It is available in: 200 gm 7.5 kg

SAGAR SKIMMED MILK POWDER

Its low calorie, high protein content is ideal for diet preparations. Also used for making curd and lassi. The product remains fresh since it is vaccum packed. It is available in: 200 gm 500 gm 1 kg

AMUL CHOCOLATE
In a range of variety of flavours, they make an ideal gift or treat for someone you love. It is the only chocolate, which comes in an attractive cardboard foil packaging. It is the first milk chocolate similar to real Swiss chocolates and melts at mouth temperature. It is available in: Milk, fruit & Nut 20 gm Milk Slab 18 gm Badambar 35 gm

AMULSPRAY
It reconstitutes into the most wholesome, nutritive milk for infants. Marketed in India since 30 years and is Indias single largest selling infant food brand. It is available in: 200 gm 500 gm 1 kg

AMUL PURE GHEE

Made from fresh cream, it is rich and ideal for Indian food preparations like Parathas, Dosas, Idlis and for making sweets. Meets AGMARK special grade quality standard. Attractive multi colour packing catches the attention of all segments of consumers. It is available in: 500 gm 1 ltr 1 kg 2 kg 5 kg

AMUL MILK POWDER

High in fat content its ideal for reconstituting milk, in tea and coffee and for making curd, lassi and Indian desserts. It is vaccum packed so that it remains fresh for a long time. It is available in: 500 gm

SAGAR PURE GHEE

Traditionally grainy in texture, it enhances the flavour of Indian cooking. Its excellent aroma reminds of the home made Ghee. Meets AGMARK special grade quality standard. Hygienically manufactured and hermetically packed for longer shelf life. It is available in: 500 gm 1 kg 2 kg 5 kg

AMULYA DAIRY WHITENER

Indias largest selling dairy whitener. It mixes instantly for making tea, coffee. Milk beverages, breakfast cereals and sweets. It is made from best quality milk using state of the art technology. Amulya comes in pouch, refill and tin packaging and sizes ranging from 50 gm to 25 kg. It is available in: 50 gm 200 gm 500 gm 1 kg

AMUL EMMENTAL CHEESE

Preferred by cheese lovers across the world, Emmental is the authentic Swiss cheese; popularly known as The Cheese With Holes. Enjoy it with crackers, crispies, croissants and wine. Its the exquisite cheese for exquisite occasions. It is available in: 200 gm

AMUL MITHAEE
Quick and easy to make, Amul Gulab Jamun Mix promises you great quality at best price, with gulab jamuns so delicious and so soft, theyll melt in your mouth. It is available in: 200 gm

RESEARCH METHODOLGY
Research Design : The research design which has been used in the project report is Descriptive research design in particular. This is rigid in nature and focuses attention on the following : 1. 2. 3. 4. 5. 6. 7. 8. Formulating the objective of the study. Designing the method of data collection. Selecting the sample. Collecting the sample. Processing and analyzing the data. Reporting the findings. Suggestion and modification if any. Conclusion.

SAMPLE DESIGN :
TYPE OF UNIVERSE : This is the first step in developing any sample design is to clearly define the set of objects, technically called the universe to be studied. Here finite uni-verse has been used for the research purpose. SAMPLING UNIT : A decision has to be taken concerning a sampling unit before selecting the no. of samples. It may be geographical as well as individual. Here Ghaziabad cityhas been taken as a geographical unit and retailers as an individual unit.

SOURCE LIST : It is also known as sampling frame from which sample is to be drawn. No sampling frame was available there except a map of territories. We had generated an idea regarding of sample units on the basis of map that which areas would be essential for the survey. Judgment sampling was taken for this purpose. SIZE OF SAMPLE : This refers the number of items (outlets) to be selected from the finite universe to constitute a sample size. The survey was conducted of 250 outlets.

NATURE OF DATA: In this project report, the data is collected through primary data source.

DATA COLLECTION
TYPE OF DATA COLLECTION PRIMARY METHOD ADOPTED QUSTIONNAIRE MODE OF COMMUNICATION PERSONAL INTERVIEW

DATA INTERPRETATION AND PRESENTATION

P a c k S iz e o f B u t t e r

500m l 13% 200m l 8%

50m l 5%

100m l 74%

M a r k e t S h a r e o f B u tte r

M o th e r D a iry 8% B rita n n ia 8% P a ra g 10%

N u trilite 1%

Ho m e m a de 1%

Am ul 72%

perception for brand as food item

60

50

40

30

20

10

cost

nutrition

hygiene

co.image

consumer choice for ghee

motherdairy 10%

parag 8%

other 2%

amul 36%

everyday 20% anik 24%

consumption of dairy products in daily life.

50 45 40 35 30 25 20 15 10 5 0
bu t te r gh ee ilk ch oc ol at e ice -c re am ch ee se ot he rs s. m

Purchase decision

you 33%

others 4%

advertisemen t 8%

family 55%

milkman 8%

other 4% 0%

amulaya 46%

everyday 42%

amulaya

everyday

milkman

other

Customer satisfaction for amul products

No 11%

Yes 89%

Yes

No

Logo aw areness

No 12%

Yes 88%

Yes

No

consumer choice for cheese

other 8% britannia 16% lebon 40%

amul 36%

lebon

amul

britannia

other

consumer choice for vegetable oil

other 30%

dhara 24%

saffola 16%

sweekar 14%

fortune 16%

dhara

fortune

sweekar

saffola

other

MALIWARA CHOWK
Shop Name Pradeep Medical Store Garg Medical Store Galaxy Hotel All India Medical Store Chaudhary Confech New Singhal Medical Store Singlhal Medicos Arihant Medical Store Contact Person Mr. Pradeep Bansal Mr. Ashok Mr. Manoj Mr. Schin Goyal Mr. Mangal Singh Mr. Ashok Mr. Bipin Mr. T.K. Jain 272309 2722729 2793622 2795785 Tel No. 2795930

PATEL NAGAR
Shop Name Subham Medical Store Nupur Medical Store Manoj Medicos Goyal Medicos Agarwal Medicos Store Satyam Way Contact Person Mr. Anil Mr. Anul Mr. Manoj Babal Mr. Ashok Goyal Mr. Amit Agarwal 2722963 2710139 Tel No.

HARSAN SAXENA MKT. HAPUR ROAD.

Shop Name Rana Medicos Nand Kishor Pan Corner Redihika Provision Store Savita Medical Store Neesha Provision Store Vijay Pan Bhandar Savita Provision Store Jain Pan Bhandeer Chaudhary Provision Store Contact Person Mr. Kuldeep Mr. Nand Kishor Mr. Nitin Mr. Harisaram Mr. Harisaran Mr. Vijay Mr. V.K. Gupta Mr. Jay Kumar Mr. G.B. Chaudhary 2768139 Tel No. 277120

RAJ NAGAR (SANJAY NAGAR)

Shop Name Mohit Provision Store Kavita Sweet & Restarant Satyam Gen Store Gupta medical Store Harsh Medical Store Jaya Provision Narayana Medicos Bharadwaj Medicos Subham Gen Store Bansal Provision Durga Provision Store Shivam Provision Bhagwatio Provision Aavid Provision Tyagi Kirana Store Kanti Prasad Lala Store Pradeep Provision Saxi Gen Store Seuri Provision Garg Sweet & Restaurant Gyatri Medical Store Mr. Naveen Mr. Rakesh Mr. Ashok Contact Person Mr. Vinod Mr. Sanjay Goyal Mr. Punit Mr. Narendra Mr. Narendra Mr. Vishna Mr. Kuldeep Mr. Rakesh Mr. Sanjeev Mr. Ansul Mr. Kamal Mr. Shivom Mr. Mukesh Mrs. Khusbu Mr. Gaurav Mr. Gaurav Mr. Pradeep 2787708 2786268 2786002 Tel No.

Bhawani Provision Subham Provision Sonu Confectioners Bittu Provision Goyal Genstore Amit Provision Agrwal Traders Sal Traders

Mr. Sanjay Mr. Rathor Mr. Sunil Mr. Goyal Mr. Amit Mr. Neveen Mr. Sandeep 2792835 2783902

DASNA GATE, DASNA ROAD MKT.

Shop Name Rahul Gen Store Ranmahal Confectionary Jugal confectioners Balkisan Confections Agrewal Variety Store Ram Awtar Prem Prakash Ajay Traders Tae Confectioners Agrwal Provisions Guru Kripa Provisionary Tai Pan Bhandar Agrwal Medical Store Siddarth Kirana Store Garg Confectioners Garg Provision Store Durga Prakash Subhrang Confectionaries Gyani Confectioners Ronak Kirna Store Shri Ram Traders Banwari Sweets Sundeep Traders Contact Person Mr. Rahul Mr. Rahul Mr. Anil Mr. Brijesh Kumar Mr. Nitin Singhal Mr. Ram Mr. Ajay Chawla Mr. Prompal Mr. Vikash Mr. Umesh Mr. Ram Prakash Mr. Amit Mr. Sunil Mr. Sandeep Mr. Nitin Garg Mr. Shiv Kumar Mr. Rajeev Mr. Rakesh Kumar Mr. Sravan Kumar Mr. Anil Kumar Mr. Banwari Lal Mr. Sonu 2792657 2830922 2851302 Tel No. 2737073 2732915 2730998

Jain Store

Mr. M.K. Jain

SHASTRI NAGAR
Shop Name Guddy Gen & Confectionary Blue Moon Departmental Store Laxmi Provision Store Basno Department Store Dadmaa Provision Store Chaudhary Provision Store Goyal Medical Store Saroj Medical Store Garg Provision Store Masterji Department Store Akratimedical Store Rahulmisthan Bhandar Manjary Confectonary Suraj Store Mahak Bhoj Sanjeevam Medicos Subham Sweets Cyber Net Ambey Medical Store Sharma Provision Store Amit Confectioners Supreme Medicos Ritis Cyber Mr. Neeraj Mr. Prem Mr. A. Gaur Mr. Subham Mr. Ritis Mr. Sunil Mr. Anil Mr. Amit Mr. Prem Mr. Navi 2702288 2702288 Contact Person Mr. Gudu Mr. V.P. Tiwari Mr. Rohit Mr. P.K. Sharma Mr. N.P. Singh Mr. Sispal Mr. Anil Mr. Anurag Singhal Mr. Garg Mr. Tajpal Mr. Mukesh Dubey Mr. Ruhul 2782026 2702012/2228 2781266 2703858 Tel No.

KAVI NAGAR
SHOP NAME
Anupam Gen Store Om Medical Store Jain Sweets C.P. Jush Corner Dinesh Goyal Store

CONTACT PERSON
Mr. B.P. Gupta Mr. Subash Goyal Mr. Anuj Jain Mr. Sudhir Mr. Dinesh Goyal

TEL NO.
2703238

2751577 2738260

Shree Shiv Shakti Store Chauhan Store Goyal Confectioners Laxmi Medicos Amba Chemist N. K. Provision Store Pamcat Confectioners Fanta Store Malhotra Store Jain Provision Store Gupta Provision Store Anurag Medicos Satyam I way Om Medical Store Jain Sweets Bhaine Store

Mr. S.K. Jain MR. Chauhan Mr. Satish Goyal Mr. Ravi Mr. Bhavanesh Chopra Mr. Narendra Mr. Pankaj Mr. Pankaj Mr. Rajkumar Mr. Gaurav Jain Mr. Naresh Gupta Mr. Anurag 2722715 2753975 2703508 2756273

Mr. Navin Mr. Jain Mr. S.K. Shwma 2782287 2752058

GOVINDPURAM & MARAYA VILLAGE

Shop Name
Kanohya Gen. Store Shri Nath Gen & Provision Shiv Shakti Provision Sharma Provision Store Shivam Provision Store Rohit provision Store Satyam Confectioners Quality Point Shivam Provision Durga Provision Rana Medical Store Contact Person Mr. Manmohan Mr. P.G. Bhati Mr. Kamal Mr. Lokesh Mr. Shivem Mr. Santay Mr. Avadesh Mr Rajeev Mr. Hariom Mr. Satish Mr. B.K. Rana 2767129 2769112 Tel No.

Krishna Provision Saraswati Provision Janta Medicos Shivam Store Mottal provision Store Manoj Medicos Om Hans Choices & Gift Agrwal Sweets Shiv Ganesh Exn & Prevision Singhal Sweet Shop Balati Confectioners & Gen Ganga Gen Store Karan Medical Store Garg Provision Store Reshap Medicos

Mr. Mohit Mr. S.P. Salanki Mr. Pravendra Singh Mr. Manish Agrwal Mr. Gaurav, Rahul Mr. Manoj Mr. Rajeev Kumar Mr. Vivek Mr. Anand Kumar Mr. Mukesh Singhal Mr. Raj Kumari Mr. Ratresh Mr. Naveen Mr Anwag Garg Mr. Ramesh

2769136 2769178

2768233 2767855

2768270 2767059

2768110

BAJARIA CHAUKI, RAILWAY STATION ROAD

Shop Name Kwality Super Store Mr. Ashok Kumar P Sanjay Mr. Jain Super Store Mr. Shil Kumar Kirana Mr. Praveen Confectionary Mr. Umesh Chand Confectionary MR. Sharma Cold Drinks Om Prakash Store Jain Pan Bhandar Bharat Confectionary Prince beauty Corner Veenet Kiran Store Om General Store Contact Person Mr. Amardeep Singh Mr. Ashok Mr. Jain Mr Sunil Kumar Mr. Praveen Mr. Umesh Agrwal Mr. A.K. Sharma Mr. Om Prakash Mr. Jai Kumar Mr. Bharat Mr. Neeraj Mr. Veenet Mr. Sbyamlal 2850822 2736638 Tel No. 2735226 2732953

BAJARIA CHAUKI, RAILWAY STATION ROAD

Shop Name Agrwal Kirna Store New Jyoti Medical Store Hansraj Provision Store Chaudhary Medicos Sachion Kiran a Store Sharma Provision Tukkiram Kirana Sharma Kirana Sharma Medicos Siddaratha Medical Bachha Provision Kamal Kirana Pradeep Kirana Contact Person Mr. Surendra Kumar Mr. Ravindra Mr. Shyam Niranjan Mr. Neeraj Mr. Sachin Mr.Anil Kumar Mrs Sunita Mr. Vikas Sharma Mr. Sharma Mr. Bhupendra Singh Anand Mr. Anil Mr. Kamal Mr. Padeep 270 2996 2722723 Tel No.

FINDING AND ANALYSIS

1. The company manufactures its product in advance and they stocking to the market after two or three months, so the spoilage of the chances of product becomes higher. 2. The company doesnt provide facility of replacement of spoiled products to its retailers or distributors. 3. There is discrimination in the prices of distributors or the prices at which retailers directly purchase from the market (Distributors prices are higher than market). 4. There is no advertisement from the company like dangleas, posters, hoarding, and Neon sign boards, glow sign boards. 5. The company is not giving any motivational incentive to the retailers. 6. There is unfrequent visit from the company representative to the retailers. 7. The company has a monopoly in the butter market and they enjoy that. 8. The company has captured 72% market in the butter segment. 9. The prices should be kept low to capture more percentage of total market. 10. The company distributors do all their business in cash only.

CONCLUSION & SUGGESTIONS

1. The company should execute butter after manufacturing should reach to the Retailers within one month. 2. The company should make policy for replacement of products. 3. The company should make new distribution that does fair dealing, optimum Allocation of terrorIties to the distributors. 4. New avenues of advertising should be launched like glow sign boards etc. 5. Company offer free gifts or incentives to the retailers to increase their motivational level. 6. New appointments should be done for increasing visits at market places. 7. Prices should be kept in comparison to competitors products so that the company can earn more profit by selling large volumes. 8. In todays scenario the credit plays an important role in business sales. So it should do its dealing in credit also. 9. The company should go for organize retailing. 10.The company should call a meeting of retailers time to time. 11.The company should participate in social activities if possible.

RETAILERS
SALES OF INFANT MILK BY TERRITORY (KG)

TERRITORIES
RAKESH MARG PATEL NAGAR MLIWARA SHASTRI NAGAR KAVI NAGAR GOVINDPURAM DAULATPURA NAVYUG MKT SANJAY NAGAR LOHARPURA HARSAN SAXENA MKT NAIBASTI AMBEDKAR ROAD MKT RAKESH NAGAR TOTAL

AMUL SPRAY
12 28 2 22 12 10 37 20 30 12 1 155 1 5 373

NESTLE LECTOGIN
36 103 20 51 25 12 28 10 86 22 2 135 12 38 626

MARKET SHARE OF AMUL SPRAY IN % AGE TERRITORIES

RAKESH MARG PATEL NAGAR MLIWARA SHASTRI NAGAR KAVI NAGAR GOVINDPURAM DAULATPURA NAVYUG MKT SANJAY NAGAR LOHARPURA HARSAN SAXENA MKT NAIBASTI AMBEDKAR ROAD MKT RAKESH NAGAR AMUL SPRAY
1.20 2.80 0.20 2.20 1.20 1.00 3.70 2.00 3.00 1.20 0.10 15.52 0.10 0.50 37.32

NESTLE LECTOGIN
3.61 10.31 2.00 5.12 2.50 1.20 2.81 1.00 8.61 2.20 0.20 13.52 1.20 3.80 62.68

TOTAL

SALES OF BUTTER BY TERRITORY(KG)

TERRITORIES RAKESH NAGAR AMBEDKAR ROAD MKT KAVI NAGAR OLD AND NEWGANDHI MKT GOVINDPURAM RAJ NAGAR PATEL NAGAR SHASTRI NAGAR MALIWARA BAJARIA CHOKI DAULATPURA NAVYUG MKT HARSAN SAXENA MKT TOTAL AMUL BUTTER 159 92 732 355 190.5 678 500 270 350 20.5 12 259 8 3850 PARAG BUTTER 0 30 72 0 0 0 22 2 100 0 60 0 0 306

MARKET SHARE OF AMUL BUTTER IN %AGE

TERRITORIES RAKESH NAGAR AMBEDKAR ROAD MKT KAVI NAGAR OLD AND NEWGANDHI MKT GOVINDPURAM RAJ NAGAR PATEL NAGAR SHASTRI NAGAR MALIWARA BAJARIA CHOKI DAULATPURA NAVYUG MKT HARSAN SAXENA MKT TOTAL

AMUL BUTTER
3.83 2.21 17.76 8.29 2.56 16.32 12.03 11.31 8.36 0.96 0.33 6.23 0.19 92.58

PARAG BUTTER
0 .72 1.80 0 0 0 1.01 0.05 2.21 0 1.23 0 0 7.22

SALES OF VEGETABLE OIL BY TERRITORY (LTRS.)

TERRITORIES
R RAKESH NAGAR HARSAN MKT LOHARPA RAJ NGR& SANJAY NGR NAVYUG MKT DAULATPURA MKT BAJARIA CHOKI MKT GOVINDPURAM KAVINAGAR SHASTSI NAGAR MALIWARA NAI BASTI MKT WRIGHT GANG MKT AMBEDKAR ROAD MKT OLD&NEW GANDHI NGR PATEL NAGAR IInd TOTAL

DHARA
220 66 66 1953 352 108 72 682 686 852 262 192 2722 112 360 502 9217

MANIK
2652 168 282 2338 906 256 192 1096 1892 2782 398 192 1282 222 252 322 17220

FORTUNE
396 18 0 222 0 78 202 12 78 0 0 0 0 0 0 0 1230

SWEEKAR
36 18 0 122 0 0 112 0 0 0 0 0 0 0 0 0 312

OTHERS
198 0 0 322 0 0 162 22 0 310 0 0 0 0 0 0 1036

MARKET SHARE OF DHARA IN % AGE

TERRITORIES
R RAKESH NAGAR

DHARA
1.23 0.22 0.22 6.73 1.29 0.27 0.22 2.22 2.33 2.98 0.98 0.72 9.22 0.27 1.22 1.81 32.99

MANIK
9.01 0.66 1.02 12.12 3.16 1.55 0.72 3.02 6.23 9.15 1.22 0.72 2.15 0.85 0.92 1.10 58.12

FORTUNE
1.35 0.06 0 1.51 0 0.26 0.78 0.02 0.35 0 0 0 0 0 0 0 2.35

SWEEKAR
0.12 0.06 0 0.57 0 0 0.27 0 0 0 0 0 0 0 0 0 1.22

OTHERS
0.76 0 0 1.25 0 0 0.17 0 1.12 0 0 0 0 0 0 0 3.32

HARSAN MKT LOHARPA RAJ NGR& SANJAY NGR NAVYUG MKT DAULATPURA MKT BAJARIA CHOKI MKT GOVINDPURAM KAVINAGAR SHASTSI NAGAR MALIWARA NAI BASTI MKT WRIGHT GANG MKT AMBEDKAR ROAD MKT OLD&NEW GANDHI NGR PATEL NAGAR II TOTAL
nd

SALES OF DAIRY WHITE BY TERRITORY (KG)

TERRITORIES

AMULYA

EVERYDAY

MILKMAN

OTHERS

RAKESH MARG LOHARPURA SANJAY NAGAR NAVYUG MKT DAULATPURA BAJARIA CHOKI

27 6 51 26 0 22

27 6 52 10 0 6

0 5 2 8 0 2

9 6 25 28 16 17

GOVINDPURAM KAVI NAGAR SHASTRI NAGAR PATEL NAGAR NAI BASTI AMBEDKAR ROAD GANDHI NAGAR TOTAL

5 37 28 23 310 2 10 589

7 56 18 29 270 23 75 581

3 3 0 0 32 0 0 57

2 2 0 0 0 0 0 109

MARKET SHARE OF DAIRY WHITE IN % AGE

TERRITORIES

AMULYA

EVERYDAY

MILKMAN

OTHERS

RAKESH MARG LOHARPURA SANJAY NAGAR NAVYUG MKT DAULATPURA BAJARIA CHOKI GOVINDPURAM KAVI NAGAR SHASTRI NAGAR PATEL NAGAR

2.02 0.25 3.72 3.32 0 1.78 0.37 2.83 2.18 3.22

2.02 0.25 2.02 0.65 0 0.25 0.52 2.28 1.25 2.17

0 0.37 0.15 0.58 0 0.37 0.22 0.22 0 0

0.76 0.25 1.96 2.18 1.19 1.27 0.38 0.38 0 0

NAI BASTI AMBEDKAR ROAD GANDHI NAGAR TOTAL

23.20 0.15 0.75

20.11 1.52 5.51 22.97

2.52 0 0

0 0 0

22.01

2.25

8.57

SALES BY TERRITORY OF INFANT MILK (KG)

160 140 120 100 80 60 40 20 0

AMUL SPRAY
PATEL NAGAR KAVI NAGAR NAVYUG MKT HARSAN SAXENA MKT RAKESH NAGAR MLIWARA GOVINDPURAM SANJAY NAGAR NAIBASTI

NESTLE LECTOGIN
SHASTRI NAGAR DAULATPURA LOHARPURA AMBEDKAR ROAD MKT

SALES OF BUTTER BY TERRITORY IN (KG)

800 700 600 500 400 300 200 100 0

RAKESH NAGAR OLD AND NEWGANDHI M KT PATEL NAGAR BAJARIA CHOKI HARSAN SAXENA MKT

AMUL BUTTER

PARAG BUTTER

MARKET SHARE OF AMUL BUTTER IN %AGE

7%

93%

AMUL

PARAG

SALES OF VEGETABLE OIL BY TERRITORY (KG)

PA TEL NA GA R IInd OLD&NEW GA NDHI NGR AM BEDKAR R OA D M KT WR IGHT GANG M KT NA I B ASTI M KT M A LIWA R A SHASTSI NA GA R KAV INA GA R GOV INDPURA M BA J A RIA C HOKI M KT DA ULA TPUR A M KT NA VY UG M KT RA J NGR & SA NJ A Y NGR LOHA R PA HA R SA N M KT R R A KESH NA GA R

500

1000

1500

2000

2500

3000

3500

4000

4500

DHARA

MANIK

FORTUNE

SWEEKAR

OTHERS

MARKET SHARE OF DHARA IN % AGE

SWEEKAR 1% FORTUNE 4%

OTHERS 3%

DHARA 33%

MANIK 59%

MARKET SHARE OF DAIRY WHITE IN % AGE

OTHERS 6% MILKMAN 30%

AMULYA 32%

EVEREDAY 32%

MARKET SHARE OF AMUL SPRAY IN % AGE

AMUL SPRAY 37%

NESTLE LECTOGIN 63%

SALES OF DAIRY WHITE BY TERRITORY (KG)

GANDHI NA GAR AM B EDKAR R OAD NAI B A STI PATEL NA GA R SHA STRI NA GA R KAV I NA GAR GOV INDPURAM B AJ A RIA C HOKI DAULA TPUR A NAV Y UG M KT SA NJ A Y NA GAR LOHARPUR A R AKESH M A RG

50

100

150

200

250

300

350

AMULYA

EVERYDAY

MILKMAN

OTHERS

LIMITATIONS
As the project involved the marketing research using questionnaires,viewsexpressedbytherespondentsareconfinedto theelementsofquestionnaire.ButItriedtogetmoreinformation throughgeneralquestionssothatIcouldreachattheclearpicture ofthesituation. Betweenthesenderandthereceiver,duetodifferingperceptions, communicationerrorsintheformofmiscomprehension,selective perceptionetc.creepsin.Inthiscasetoo,thesewereunavoidable, andthusmighthaveaddedtoslightinaccuracyinmyresults. Allcustomersarenotalike.Thustheresultsmaynotholdtruefor everyindividual. Insomeinstancesrespondentsmaynothaverevealedthetruth.

CONSUMER QUESTIONNAIRE
Q.1 What all dairy products does your family consume in daily life? a. Butter ( ) b. ghee ( ) c. cheese ( ) d. Dairy whitener ( ) . e. Chocolate ( ) f. ice-cream g. other

Q .2 Who decides the purchase of these products in your family? a. You ( ) b. Family ( ) c. Friends ( ) d. Advertisements ( )

Q.3 Your idea behind choosing a brand as your food item ( mark the order of preference). a. Cost ( ) b. Nutrition ( ) c. Hygiene ( ) d. Company image ( ) Q .2 Which brand butter do you use? a. Amul ( ) b. Parag ( ) c. Mother dairy ( ) d. Britannia. ( ) e. Nutrilite f. Home Made ( ) Q.5 Which brand Dairy whitener do you use? a. Amulaya ( ) b. Everyday ( ) c. Milkman ( ) d. Other, specify. Q.6 Which brand ghee do you use? a. Amul pure ghee ( ) b. Anik ( ) c. Everyday ( ) d. Mother dairy ( ) e. Parag ( ) f.Other, specify . Q.7 Which brand vegetable oil do you use? a. Dhara ( ) b. Manik ( ) c. Fortune ( ) d. Sweekar ( ) e. Saffola ( ) f. Other, specify. Q.8 Which brand cheese do you use ? a. Lebon ( ) b. Amul ( ) c.Britannia ( ) d. Other ( )

Q 9 Are you satisfied by the purity and packaging of amul products? a. yes ( ) b. no ( ) d. 500ml ( )

Q.9 Which pack size of butter do you normally purchase? a. 50ml ( ) b. 100ml ( ) c. 200ml ( )

Q.10 Can you recall Amuls logo? a. Yes ( ) b. no ( )

Name ... Age

Gender . Marital Status Family Income.. Your Retailers Name and Address

RETAILER QUESTIONNAIRE
Retailer shop name: . Address: Contact person: . Owner s name: . Retailer prime location (please tick) a.Market b.Residential c.Whole d.Bus main road Area sale market Stn. Tel no: .. E_ mail I D : ... . Market name / sector: . .

e.Rly. f.High Stn. way

g.Cinema

h.Picnic Spot

i.Other

Retailer type (please tick) a.Kirana b. Gen store c.Chemist h. Road I. Chain of st. j. Ice cream Retailer infrastructure (please tick) 1. Refrigerated/non Ref. Yes / No 2. Total Ref. Yes / No 3. Deep freezers (-15c) Yes / No 2. Total deep freezer Yes / No

d.Dep.store k. Dairy

e. Bakery l. Pan shop

f. Super store g. Sweet shop m. Other ----

Monthly sales figures of amul dhara & other competitors. (Please note the figures are as told by the retailers and are based absolutely on survey samples) Products / Amul / Nestle/Everyday Parag Fortune Sweekar Others Company Dhara Butter Ghee Dairy whitener Cheese Vegetable oil

BIBLIOGRAPHY
Web Sites

www.amul.com www.yahoo.com
www. google.com Books
Philip Kotler C.R. Kothari Boyd

Marketing Management Research Methodology Marketing Research

Company Literature

Printed Literature obtained from Amul India. AMUL Brochures

Magazines

Business Today Business World Economic India