S

INTRODUCTION
It is Cooperative Organization. Deals with Dairy Industry. Founded in 1946 as KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS. Key people - Dr. Verghese kurien.

They have 765 Marketing employees in various sates of India.

They have more than 2.8 million people as supplier of milk form 13 district milk co-operative unions.

KEY FACTS
AMUL means priceless in Sanskrit Amulya. Brand name managed by an apex cooperation organization GCMMF.

Worlds biggest vegetarian cheese brand.

Worlds largest pouched milk brand . Largest food brand in India. Promote the white revolution in India.

Sales Turnover
Sales Turnover 1994-95 1995-96 1996-97 1997-98 1998-99 1999-00 Rs (million) 11140 13790 15540 18840 22192 22185 US $ (in millions) 355 400 450 455 493 493

2000-01
2001-02 2002-03 2003-04 2004-05 2005-06 2006-07

22588
23365 27457 28941 29225 37736 42778

500
500 575 616 672 850 1050

2007-08
2008-09 2009-10 2010-11 2011-12 2012-13

52554
67113 83578 96092 110250 126078

1325
1504 1870 2150 2 311 2510

Value Chain

Milk Processing
COLLECTION OF RAW MILK
ELECTRONIC TEST METHYLINE BLUE REDUCTION TEST

QUALITY CHECK

PACKING & STORING

PRODUCTS
Bread Spreads
Milk Drinks

Powder milk
Fresh Milk

Cheese
Chocolate

Task for me
MARKET ANALAYSIS & SALES DEVPLOMENT OF AMUL MILK Area of operation is Navi Mumbai. Names of milk product is Amul Taaza and Amul Gold. Research is done by direct meeting with Retailers and Customers.

Questionnaire which used in survey was open ended questions and Multiple choice questions based on which data is collected and analyze.

Data Analysis
1) Number of retailers stocking Amul milk.
(Out of 70 retailers only 28 were prefer Amul milk.)
Answer Yes No No. of respondents 28 42 Percentage 40% 60%

40% Yes No

60%

Data Analysis
2) Sizes of Amul milk packets retailers preferred to store.
Answer 250ml 500 ml 1 Liter 5 Liter No. of respondents 0 28 23 0

5 Ltr 1 Ltr 500 ml 250ml

0 23
28

0 No. of respondents

Data Analysis
3)Reasons for Amul milk not stored by retailers.
(Out of 70 retailers 42 were not buying Amul milk.)
Answer Absence clear of packaging date Low margin No replacement for leakage No distribution No. of respondents 6 42 20 13

No distribution No replacement for leakage Low margin

13 20 42 6 No. of respondents

Absence of packaging date

Data Analysis
4) Sources from where retailers get Amul milk.
Answer
Distributors Other suppliers

No. of respondents
25 3

Percentage
95 % 5 %

Percentage
Distributors Other suppliers

5%

95%

Data Analysis
5)Awareness among retailers about different Sales Promotional activities for Amul milk.
Activities Price off Free samples Credit facility Advertisement P-O-P Displays Coupons Aware
18 42 37 13 16 39 49 41 50

Aware 37 13 16 49 41 50 Not aware

6 14

Not aware 18 42 39 6 14 5

Price off

Free samples

Credit facility

Advertisement

P-O-P Displays

Coupons

Data Analysis
6) Ratings from retailers for attributes of Amul milk.
Attribute Quality 35 5 4 0 0 44 Brand image 38 6 0 0 0 44 Availability 24 13 0 6 0 44 Packaging 5 2 37 0 0 44 Margin 0 0 0 0 44 44

Rating Very good Good Average Bad

Very bad Total 60 50 40 30 20 10 0
Quality
4 5

6 13 37 44

38 35 24

2 5

Brand image

Availability

Packaging

Margin

Very good

Good

Average

Bad

Very bad

Data Analysis
6) Preference of the retailer towards milk brand
BRANDS
Amul Mahananda Warna

RESPONDENTS
28 38 15

Gokul

10

13 % 6% 56 % 25 %

Mahananda Amul Gokul warna

Observations & findings

Retailers were selling different brands. Because they were able to receive more margin from less popular brand that they could not from well known brands. On asking question, why retailers are not interested in selling of Amul milk, it is found they were not happy with the margin, availability and replacement of leaking pouches. I found that customers were complaining about the packaging especially packaging date because Amul does not print clear packaging date on pouch.

Observations & findings

The 250 ml. pouch as and 5 Liters milk pouch for
commercial use are no available to the retailers for selling.
I try to convert retailers into distributors, but due to low margin

they denied that. Mostly retailers were not happy with the distributors, because of late delivery of milk, it is most sufferable problem by retailers .

Suggestions &recommendations
Company should start printing clear packaging date on milk pouch. Supply should be regular to all the outlets including those who are loyal Amul customers. 250 ml milk pouch should be made available to retailers for selling, because lower income families can only afford to buy small pouch milk.

Provide reasonable Margin to retailers as compared to competitors, this motivates them to promote companys milk and milk products.

Suggestions &recommendations
Do not place more than one distributor in same market area. Also advertising on the television, Radio and Newspapers, Sponsorship, events. Association, etc. will be a better choice. If brand ambassador may be used, so that it will help customers to accept the product more quickly. Timely visit should be given to the retail shops.

conclusions
Amul must come up with new promotional activities such that people become aware about Amul Milk like Amul Taaza & Gold.
Quality is the dominating aspect which influences consumer to purchase Amul product, but prompt availability of other Milk brands and aggressive promotional activities by others influences the consumer towards them and also leads to increase sales. In comparison to Amul Milk, the other players such as Mahananda, Gokul & Warna provide a better availability and give competition to the hilt. People are mostly satisfied with the overall quality of Amul Milk, but for the existence in the local market Amul must use aggressive selling techniques

The Taste Of India.