Amul Project

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INTRODUCTION
This is the project mainly deal with marketing research and the topic goes like Gap analysis and retailers penetration of AMUL ICE CREAM. This is the survey based project and the details are as follows. This is a project which has been used for to find the gap analysis between their competitors and with retailers of amul ice cream that is which product they are using and the various details of it. In this survey we have to go to the retailers and have the details of the product they are using and if the retailer is willing to prefer our brand in his outlet for the sale of our product and also if he is willing then explaining about our product . Actually by doing this the company can increases there sales by making the product available where the competitors product is also available and their main aim is to see the customer prefer for the product. for this they improvise the product such a level to meet the customer choice . By doing this we can increase the sales and also we will very close to the customers by making available our product. As we all know AMUL ice cream which is very good product which is having less fat contents and available at cheaper rate. This is project mainly based on increase of sales and be more competent with the competitors, from this survey we can also come to know how his retailers are feeling about our product i.e. how the distribution is going on whether if they are getting in time, and also see how the retailer feeling about their product by asking him about margins and schemes ,package ,taste, price etc.
Hence this is the project normally a survey instrument used to determine the gaps between a service offered and a customers expectations deals with Gap analysis and retailer penetration of amul ice cream.
GAP ANALYSIS AND RETAILER PENETRATION OF AMUL ICE CREAM F.M.ZAHEER AHAMAD ST. JOSEPHS DEGREE & P.G. COLLEGE, KING KOTI, HYDERABAD.
INDUSTRY PROFILE Introduction

Under the prevention of food adulteration rules 1955. An authority on the standard and specification of milk and milk products. It is defined as a frozen product obtained from cow or buffalo milk or a combination there of or from cream and/or other milk products, with or with out the additions of cane sugar dextrose. Liquid glucose and dried liquid glucose, eggs fruit juice, preserved fruits, nuts, chocolates, and edible flavors and permitted food colors. The following table gives the ice cream components: -Components Ice cream Plain Milk fat % (min) Milk solids (min) Food solids (1 b/gm) min Weight (min) Stabilizer(max) Acidity(min) 10 20 16 45 45 -bulk 8 16 16 45 45 --
Ice cream is highly rich in milk proteins and also provides minerals and vitamins.
3 It is easily digestible and for a growing child, it is healthier than milk, because it contains two to three times of fat and a large quantity of proteins on an average 100gms of gives 170 calories and its composition is Milk fat Proteins Milk foods not fat Sugar Stabilizer & emulsifiers Total solids 13%min 3.5% min 11% 13.15% 0.5%max 36%min
The novelties offer fabulous and fantastic opportunities to tap the hidden but willing markets as has been amply demonstrated by times and again when ice cream, Sand-witch, bonanza, cop-o-con and various varieties made big waves with the ice cream fans. Another dimension to this tantalizing scenario is that there is no room for the man with limited resources to make his mark, provided he has unlimited abilities, initiative and innovativeness will continue to so, there is enough room for the entrepreneurs to tackle the local taste and market, this is particularly so since the per capita consumption of ice cream in India is only a mini scale of 1.3 Ltr. per annum compared to a whooping 36l s per annum in countries like Australia and New Zealand. Technology/manufacturing Manufacturing of ice cream consists of selecting the composition, calculating the different the ingredients pressuring haring. The various steps are described below in details. 1. Selecting of ingredients
4 All the ingredients except color and flavoring agents and mixed before processing. All liquid ingredients are placed in suitable vessels (vats, tanks, etc) the various ingredients normally used are:-
COMPONENTS
% COMPOSITION OF ICE CREAM PREMIUM 16.0 9.0 16.0 ----0.1 ----41.1 AVERAGE 10.0 11.0 12.5 5.5 0.3 0.1 39.9
Milk Fat Milk Solids Sucrose Corn Syrup Solid Stabilizer Emulsifier Total Solids
The usual sources of milk, fat which are the most important ingredients as it imparts richness, creamy, flavour, smooth and full body to the ice cream are frozen desert are very high fact creams whole milk and butter. Milk solidsnot fat are high in food value, rounds out the flavours of finished product, improve texture and give body and stability to the frozen projects, since lactose, which adds to the sweetener, provides sandy ice cream the amount of MNST is restricted to 0 -13% in ice creams. Sweeteners provide the necessary sweetness, enhance flavour, produce desirable body and texture and depress the freezing point. Sucrosr, dextrose, corn syrup solids and corn syrup are the sweeteners, which import chewiness to the body and provide protection against the coarse texture up to storage. Stabilizers and emulsifiers are avoided to the frozen dessert in small quantities stabilizers bind water in the ice crystal structure, thus providing smoothness in body. Stabilizers
5 employed are collies derived from see weeds or plants or sodium carbon methyl cellulose or combination of these and they provide uniformity and chewiness of product and resistance to melting. Emulsion in the form of milk proteins fat lecithin, phosphate and egg yolk function through their ability to reduce the inter facial tension between the fat and aqueous faces of the emulsion thus imparting a stiff and dry body charee-texisties are well as an improve apparent richness. Air a necessary ingredient, which gives product quality, texture and body increases the product volume. This increase referred to as run usually ranges from 40% of hand filled bulk packaged to 90-100% for the m/c field product. 2) BLENDING The dry ingredient including skimmed milk powder, sweetener, stabilizer, emulsifier etc.., are added to liquid which is tested at temperature below 50 Degree Celsius to avoid lumpiness, the material should be mixed with sugar and slowly added to liquid ingredient. If gelatin is the stabilizer, it is best added after it is mixed with as equal volumes of the sugar before the liquid ingredient reaches 50 degree Celsius However; sodium Alginate should be mixed until the temperature of the mix has been reached at least 65 to 68 degree Celsius. 3) PASTEURISATION In ultra high temperature process of pasteurization the mix is held not less than temperature of 210 degree F and not more than 205 degree F. A specific time milk there after the milk is cooled rapidly. (40 secs) with the object of destroying all the pathogenic and most of the scoring bacteria in
6 4) HOMOGENISATION All commercial ice creams homogenized with results in the size reduction of fat globules to at-least 4 microns in diameter with vast majority being small than 2 microns. The ice cream mix is homogenized at temperature 120-165 degrees F and at a pressure ranging from 1500-psi and to 3000-psi Homogenization imparts smoother texture improve whipping ability and diminished the damage of churning during freezing. 5) AGEING The mix after homogenization is cooled and then stored for a time period with help of improved stabilizer and freezing techniques, strong of a white mix for 3-6 hrs. And of a chocolate mix of 10hrs, is adequate to improve the freezing the characteristics. 6) COOLING This consists of rapid withdrawl of heat from the ice cream mix thus freezing water into ice crystal and air cells should be small. The production scale considered for the project warrants the use of batch freezer only. The ice cream mix enters the freezer at a 40 degree F and drops rapidly to the temperature of 20-30 degrees F when the refrigerant is passed through cylinder jacket. Operation of the dasher, which is, equipped with scrappers removed the ice cream as it freezes inside the freezer is continued with the desired over run ice cream is obtained. The flow of refrigerant is discontinued with the ice cream mix develops rather firms body. 7) HARDING
7 This is final step in ice cream manufacturing, when it is drawn from the freezer; it has a semi fluid consistency and is not stiff enough to hold its shape. It is therefore harden in rooms where the temperature is 20-30 degrees F in specially designed hardening tunnels where air at temperature F of 1-50 degrees F is blown on packages of incoming ice cream. In this matter, the desirable fast hardenings for the formation of small ice crystals are obtained. Consequently ice cream is hardened within 2 hrs. Before being set for packing.
FLOW CHART
(For the manufacture of Ice-cream)
EMPLIZER
MILK FAT SOURCES
STABLISERS
MILK SOLIDS (NOTFAT)
SWEETENERS
BLENDING
HOMOGENISATION
CAPACITY
AGEING IN STORAGE
GAP ANALYSIS AND RETAILER PENETRATION OFCOOLING AMUL ICE CREAM F.M.ZAHEER AHAMAD ST. JOSEPHS DEGREE & P.G. COLLEGE, KING KOTI, HYDERABAD.
9 The proposed plant is with an installed capacity of 21.60 lakhs its ice cream on 3-shift per day and working days per annum. PLANT AND MACHINARY 1) Milk storage tanks of SS Construction (Capacity 1000 Ltrs) 2) Steam jacketed pan for mixing Of SS Construction (capacity 500 Ltrs) 3) Pasteurize of SS construction cap. 300 Ltrs With jacket agitator with 4.5 HP motor and gears 4) Homogenize of SS construction 5) Surface coolers of SS construction 6) Agency vats/storage tanks of SS construction (300 Ltrs. Capacity) 7) Batch freezer with compressor unit 8) Deep freezer with compressor unit 9) Filling and packing machine 10) Other miscellaneous equipment and accessories The total cost of machinery and equipment if 1 Lot 2 Nos. 1 No 1 Lot Estimated At Rs.60 Lakhs. 1 No 1 No 1 No 1 No 1 No 2 Nos.
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COMPANY PROFILE
AMUL Gujarat Cooperative Milk Marketing Federation (GCMMF) is Indias largest dairy food product marketing organization. The federation supplies liquid milk to mother dairy Delhi, which is an import step in establishing a national milk grid. It has adopted standards and specifications that conforms to the most stringent standards the world over. Cooperatives in Gujarat, which aims to provide remunerative returns to the farmers and also serve the interest of consumers by providing which are good value for money. For the 5th consecutive year federation has received the award for the nations largest exporter of the dairy products. Amul means priceless in Sanskrit. The brand name Amul from the Sanskrit Amoolya was suggested by a quality control export Anand. Variants, all meaning priceless are found in several Indian languages. Amul products are in use in millions of homes since 1946. Amul Butter, Amul Milk Powder, Amul Ghee. Amulspray, Amul Cheese, Amul Chocolates, Amul Shrikand, Amul Ice Cream, Nutramul, Amul Milk and Amulya have made Amul a leading food brand in India. Today Amul is a symbol of many things of high-quality products sold at reasonable prices. Of the genesis of a vast Co-operative network of the triumph of indigenous technology, of the marketing savvy of a farmers organization. And of a proven model for dairy development.
11 The federation distribution network has been strengthened with the addition of 1007 more wholesale dealers during last year. GCN ltd total wholesale dealers now stand at 3700, extending to reach more than 5, 00,000 retailers. The brand loyalty and commitment of the wholesale dealers and retailers have made it possible for the products to reach consumers in the, remotest parts of our country. DISTRIBUTION The Ice-cream distribution chain typically consists of a distributor / stockiest and the retailer. Most players have regional operations with production facilities located near the market as adequate cold chain facilities for transportation over long distances is not available. Distribution of national brands is done through owned or leased cold storage facilities located in the major consumption centers from where the suppliers are sent to distributors or directly to retailers. The retail network for ice cream consists of exclusive ice cream parlors, which may be company owned or franchise outlets and other retail outlets like provision stores, hotels and restaurants. Today most of the companies in the industry are opening these ice-cream parlors to cater to retail segment. More over with retail margins being in the range of 18-20% coupled with urbanization the companies are emphasizing on this from of retailing. MAJOR PLAYERS The Indian Ice cream market is dominated by a large number of small local manufacturers and regional players. There are an estimated 150 manufacturers in the organized segment, which accounts for 30-35% of sales and about 2000 units in the unorganized market.
12 In the organized segment, the significant brands are Kwality Walls, Vadilal, Amul, Mother Dairy and Baskin Robbins. MAJOR NATIONAL PLAYERS Hindustan Lever Limited Vadilal International GCMMF/Other Milk Co-operatives Maharashtra Dairy Products BRANDS Kwality Walls, Dairy Classic, Max, Cornetto, Magnum Vadilal, Dairy Fresh Amul, Mother Dairy Basin Robbins
On the basis of flavors the market today has a number of flavors like Vanilla, Strawberry, Chocolate, Mango, Butterscotch, a number of fruit flavors, dry fruit flavors traditional flavors like Kesar-Pista, Kaju-Draksh etc.., The market is totally dominated by Vanilla, Strawberry and chocolate, which combined account for more than 70% of the market followed by Butterscotch and other fruit flavors. On the basis of stock keeping units / packaging the market can be divided into 4 segments: Cups Cones Sticks or candies Take-a ways
On the basis of the consumer segments the market can be divided into 4 segments: Impulse segment(pull cart) Retail(home take a ways) Institutional/catering Parlors
13 While institutional or catering accounts for 15%, retail and impulse combined take the major chunk with 70% of the market.
OTHER PLAYERS Besides the main national brands there are other premium brands which have carved a niche for them selves in their respective markets. These players mostly concentrated on large metro cities. These players sell through their exclusive parlors. The major national players sell through franchise parlors. As well as through retail stores, groceries, restaurants, hotels, road side stalls on high ways, etc., REGION North South East West BRANDS Mother Dairy, Nirulas Arun, Joy, Nandini(Karnataka only) Tulika, Rollicks (Induss Ice-Creams) Nature World, Pastonji, Naturals(Mumbai)etc.,
Mumbai has several players such as Nature World, Naturals, Ice cream Express, Dinshaws, etc which are priced at a premium over the Kwality Walls and Amul brands. Arun promoted by hutsun foods pvt. Ltd. Is a dominant brand in the south? Arun sells its ice creams through exclusive parlors, which are popular in the southern cities.
14 Joy, another marginal national player has a stronger presence in the south. Together, Joy and Arun have a sizable presence in the southern markets of Chennai and Tamilnadu. Nirulas is a strong local player in Delhi. Mother Dairy the Delhi version of the Amul brand also had a strong presence in the northern region. MARKET SHARES:Hindustan Lever has a market share of around 50%, represented mainly by Kwality Walls brand. It has introduced the Max Range of Ice creams targeted at children. Amul is the second largest at the national level with an estimated market share of 35% and is rapidly gaining market share .Vadilal is another player in the national market with 8-9% of the market share but that too is shrinking. Market size and growth Ice creams are available in various forms such as cone, cups, bar (candy), party pack etc. Candy sticks account for about 25-30% of volumes, whereas cups and other novelties contribute the rest. Frozen desserts market in India is very small and refers to oil fat (instead of milk fat) based ice creams. Besides, a wider range of frozen desserts is also made in-house and served in 5 star hotels. The ice cream market in India is currently estimated to be 210mn liter valued at Rs 450 crores (MRP Rs9bn). The market growth during the late '80s and in the early '90s was very low at around 2-3% pa. Since the last two years, the market has been witnessing a much faster growth at around 10-12%pa. The growth rate could have been even higher but for poor infrastructure, (still) high excise duty/ sales tax etc. Excise on ice cream was increased from 13% to 16% in the 1999-2000 budget.
15 Market growth historically was stunted by Government policies. Till 1997, ice cream manufacture was reserved for small-scale sector. The leading players were unable to invest adequately to develop an infrastructure of cold chain for storage and distribution. Erratic supply and shortage of power in most parts of the country have been the major factors limiting growth of a cold chain. As a result, there was a dearth of good quality products in the market and also lack of adequate infrastructure to distribute the same. Cadbury had entered the market in 1992 with its Dollops brand, but was unsuccessful in building up a significant franchise and withdrew two years later. In the absence of any competition from MNCs, local players were able to build up a strong franchise in respective local areas. Some of the players built up their market through exclusive parlors. But in most cases parlor network also could not extend beyond local limits. At the beginning of first phase of liberalization, Hindustan Lever (HLL) entered the market through frozen dessert route. Frozen desserts (which use edible oil fat instead of milk fat) were technically not reserved for small scale. Amul ice cream, manufactured by the largest milk-producing co-operative was introduced in Mumbai market in 1996, intensifying the competition. In 1997, the sector was de-reserved from small scale, based on the recommendations of the Abid Hussain Committee report, on grounds of hygiene and technology. Removal of licensing restrictions and investment by new players in capacity and market expansion, is expected to lead to rapid demand growth in the sector. A 10-12% pa volume growth can be sustained for a very long period, say 2-3 decades, due to the fact that current base of consumption is extremely small. COMPETETIVE PRICING:GCMMF can produce milk at lower prices as compared to competitors; Amul has been launched at a sustainable price discount to main competitors Kwality and Vadilal. This has helped in attaining a good volume grown in a short time span. BRAND AWARENESS IS HIGH:GAP ANALYSIS AND RETAILER PENETRATION OF AMUL ICE CREAM F.M.ZAHEER AHAMAD ST. JOSEPHS DEGREE & P.G. COLLEGE, KING KOTI, HYDERABAD.
16 The AMUL brand has a strong equity in milk products and GCMMF has managed to leverage on this brand equity and attained over 20% market share in Mumbai within a year of launch.
ESTABILISHED DISTRIBUTION NETWORK:GCMMF already has a wide retail distribution network, which markets its other milk products such as cheese and butter. Hence distribution reach the single most important factor in creating a critical mass is already available. Presently Amul ice cream has second largest market share (35%) in the market and also has a high brand recall. The company has a total of seven manufacturing units, three are in Gujarat. One each in Delhi, Patna and Bangalore and another in Tarapur. GCMMF`S main ice cream manufacturing facility is located at Gandhi Nagar, which is Asias largest and most modern integrated ice cream manufacturing plant and uses worlds renowned refrigeration units and effective cold chain. The company is also said to be in talks with co-operative federations of UP and MP for contract manufacturing its ice cream in Lucknow and Ujjam dairies. The company has gone national during the year 2001 (FY01) with setting up of proper infrastructure facilities of cold storage for eastern markets. It has also tied up with regional dairy co-operations like Mother Dairy (Delhi) for the northern market, Mother Dairy (Bangalore) for southern market, and the Patna dairy project for increasing its reach. The companys talks with Vadilal for buying out barailley ice cream unit would help in supporting eastern regions of the company. The company also launched a number
17 of flavors during the year and in response to HLL`S Max its Fundoo range ice creams in the price category of Rs.1 on words. AN OVERVIEW Gujarat Cooperative Milk Marketing Federation (GCMMF) is Indias largest food products marketing organization. It is a state level apex body of milk cooperative 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
List of Amul Icecreams:
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)
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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
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PRODUCT PROFILE RAWMATERIAL REQUIRED FER YEAR 1) Milk 2) Butter 3) Skimmed milk powder 4) Stabilizer 5) Sugar 6) Dry fruits 8 Lakhs Lts 1.08 Lakhs Kg 0.9 Lakhs Kg 4.08 Kg 1.74 Lakhs Kg 11.5 Kg INFRASTRUCTURE AND FACILITIES 1) Land 2) Building 3) Power 4) Water 5) Man power 0.4 sq mt 1.2 sq mt 170 kW 40 kc / day 50 persons
20 ESTIMETED COST OF PROJECT 1) Land and site developing 2) Building and civil works 3) Plant and site developing 4) Misc. fixed assets 5) Preliminary and preoperative expenses 6) Contingencies 7) Margin money for working capital 4.0 48 60 36 18 5 20 (LAKHS)
21 Real Milk Real Ice Cream
OBJECTIVES OF THE STUDY The primary objective of the primary study is to ascertain the attitudes of the retailers towards the amul ice creams manufactured by Gujarat cooperative milk marketing federation limited The respondents are included ice-cream parlors, chat centers, Tiffin centers, and the others like super bazaars, juice centers, kirana stores etc., The study includes: To find out effectiveness of the distribution channel To study the market for amul ice cream Gcmmf ltd To study the retailers selection criteria of a particular brand To evaluate the effectiveness of amul advertisements To find out the total sales of the amul retailers To find out the availability of the stock in season and off-season
22 To find out the condition of the stock during the delivery and duration of delivery of the stock To find out the replacement criteria of ice creams damaged and expiry date ice creams The main purpose of the study is to find out the opinion of the retailers regarding the stock availability and delivery of the stock in season and off-season, condition of the stock at the time of delivery, sales promotion support from the company side, Profit margin and the total sales of the retailers.
SCOPE OF THE STUDY

The study is conducted on amul ice cream manufactured by Gujarat milk marketing federation limited.The study is confined to the area of Hyderabad and a Secundrabad The sample of the respondents chosen for the study was Tiffin centers, juice parlors, ice cream parlors, super markets. The size of the sample was: 200 LIMITATIONS OF THE STUDY The present study is subjected to following LIMITATIONS.
23 1. Method of data collection was through personal interview and therefore personal bias becomes a major limitation. 2. Due to the time constraints all the retailers were not covered. 3. Ice cream being subjected to the influence of seasonal changes the result might not stand for all seasons; this is due to the fact that the present study does not recon with the influence of dynamically or seasonally. 4. The sample was restricted 200 retailers, which may restrict the scope and completion of the study. 5. The scope of study is restricted only to the twin cities of Hyderabad and Secunderabad.
RESEARCH REVIEW MARKETING RESEARCH Definition of marketing research as approved by the board of the American Marketing association is: Marketing research is the function which links the customer and public to marketer through information used to identify and define marketing opportunities and problems; generate define and evaluate, marketing actions, monitor marketing performance, and improve understanding of marketing as a process.
24 Simply, marketing research is the systematic design, collection, analysis and reporting of the data findings relevant to a specific marketing situation facing the company. Careful planning through all stages of the research is a necessity Objectivity in research is all-important. The heart of the scientific method is the objective gathering and analysis of the information. The function of marketing research within a company is to provide the information and analytical inputs necessary for effective. Planning of future marketing activity Control of marketing operations in the present. Evaluation of marketing results.
A research may undertake any of the three types of research investigations depending upon the problem. These three types of research included. Basic research Applied research Designated fact gathering
BASIC RESEARCH It is also known as the pure fundamental research which refers to those studies, sole purpose of which is the discovery of new information. It is conducted to extend the horizon in given area of knowledge with no immediate application to existing problem. APPLIED RESEARCH It is an attempt to apply the various marketing techniques, which have been developed as research, first and later on they become applied research techniques. It is an
25 attempt to apply the basic principles and existing knowledge for the purpose of solving the operational problems. DESIGNATED FACT GATHERING It refers to a research where the investigator attempts nearly to gather some predetermined data. Steps in Marketing Research Process Marketing research process can be carried out through the following steps: Define the problem and research objectives Develops the research plan Collect the information Analysis and interpretations Present the finding DEFINE THE PROBLEM AND RESEARCH OBJECTIVES In a very sense, this step is the heart of the research process. This is the first step, which calls for the marketing manages and marketing research. RESEARCH PLAN DEVELOPMENT
26 The second calls for developing the most efficient plan for gathering the needed information. Not to forget the cost or values of research the marketing manager must estimate process its approval. Research plan calls for decisions on a) Data source i. Primary data to be collected for a specific purpose. ii. Secondary data collected for another purpose and already existing somewhere. 1. Research approaches: Primary data can be collected in four ways: 1) Observational research 2) Focus group research 3) Survey research 4) Experimental research 2. Research Instruments: Marketing researchers can use questionnaires in collecting of primary data. Because of its flexibility, questionnaire is by for the most common instrument used to collect primary data. 3. Sampling Plan: This plan calls for three aspects:a) Define the sampling unit. b) Decide the sample size. c) Decide the sampling procedure whether to use probability or non-probability sampling, methods. 4. Contact method: Once the sampling plan has been determined, the researcher has to decide how the subject should be contacted. The choices are mail, telephone or research interviews. COLLECTION OF INFORMATION
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Data collection phase is generally the most expensive and the most phase to error. Carry out the field work, collect data using the instruments, adjust the problems of not at homes, replaced, refusal to co-operate, biased or dishonest answers. ANALYSIS AND INTERPRETATIONS The next to last step is to extract pertinent findings from the collected data. The researcher edits, code, tabulate the collected data. PRESENTATION OF FINDINGS As the last step in marketing research, the researchers present the findings. The researchers have to arrange the researched result according to an approved reporting format, get the report typed and bound, present the copies of the report to the concerned authorities.
RESEARCH METHODOLOGY The methodology adopted for eliciting the data required for the study was survey method. It is the overall pattern or framework of the project that will dictate as to what information is to be collected, from which sources and by what procedures.
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RESEARCH METHOD Research methodology must be classified on the basis of the major purpose of the investigation. In this problem, description studies have been undertaken, as the objective of the project is to conduct the market share study to determine the share of the market received by both the company and its competitors. DATA COLLECTION The information needed to further proceed in the project had been collected through primary data and secondary data. PRIMARY DATA Primary data consists of information collected for the specific purpose at hand for the purpose of collecting primary data, survey research was used and all the retail outlets sellers using different brands and their competitors were contacted. Survey research is the approach best suited gathering description. CONTACT METHODS The information was solicited by administrating structured questionnaire to the retailers sellers, (thus getting to know directly from the softy sellers about the form of the mix they are using) its storage period, their level of satisfaction with the brand, in their decision in selecting the bran etc., SECONDARY DATA The secondary data consists of information that already exists somewhere, having been collected far another purpose. Any researcher begins the research work by first
29 going through the secondary data. Secondary data includes the information available with the company. It may be the findings of research previously done in the field. Secondary data can also be collected from magazines, newspapers, other surveys conducted by known research agencies etc.., MEHTODLOGY The respondents are divided into ice cream parlors, chat centers, tiffin centers, with other business selling (super bazars) and others. The study is carried in twin cities of Hyderabad and Secunderabad with the sample size of 150. The survey was carried out with the help of a structured questionnaire, which helps in accomplishing the research objective. The respondents by means of personal interview administer this structured ended questionnaire.
SWOT ANALYSIS OF AMUL STRENGTHS:

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Biggest sourcing base for milk and milk products in India. Indias best known local Brand across all categories. 35% market share in the national Ice Cream market. Presence of a well-established distribution and delivery network for dairy products. Penetration pricing strategy Amul is the price warrior in the Ice cream market and currently has a very wide range to offer for all price points. Research has shown that consumers in India prefer Dairy Ice cream rather than frozen desserts and Amul has a wide portfolio in the dairy ice cream segment. Kwality Walls, Amuls main rival, has been able to extend its cold chain in only about 150 out of 300 class I towns. Whereas Amul has presence in almost all towns because of its already existing butter lines.
Customer is most comfortable buying Ice Cream in the Value for Money segment and Amul is well present in this segment.
WEAKNESS
Advertising is low profile, as the results of our survey show. Majority of respondents has not heard of Amul ice cream. Kwality Walls on the other hand is into heavy advertising and consequently, is popular.
A major entry barrier Amul faces is Kwality Walls heavy presence in the retail market in Delhi. Walls is present in 456 outlets out of a total of 610 and Amul would have a tough time getting a foothold in the retail market.
As per our survey, retailers list a credible Replacement policy as a factor very high on their wish list. They would be willing to make further investments only for that brand which offers replacement facilities. Amul has no replacement policy.
Retailers now demand freezers without having to pay any deposit. This is especially true of those retailers who already stock one or the other ice cream brands.
31 OPPORTUNITIES Delhi market is not restricted to monopoly outlets. There are a significant number of retailers who are currently stocking more than two brands. This is in Amuls favor, as earlier it had to overcome this problem in the Mumbai market.
There is ample scope in the low priced segment as also in other categories where consumers presently are dissatisfied with the quantity being provided Vis a Vis the price being charged.
Amul has the opportunity to capture the more evolved young adults and children who are open to new products provided they meet their expectations. Kwality Walls is right now in an investment mode and is concentrating on expanding the market as also its reach. Amul should direct its resources towards cashing in on Walls market development.
Distributors are dissatisfied with the margin & customer support services currently being provided in the market. This can be used to Amuls advantage. Mother Dairy is extremely apathetic to retailers and there is a gap to be exploited.
THREATS Amul might face threat from the local manufacturers in the low end of the market.
Kwality Walls product differentiation strategy has been very well received by the consumers and Mother Dairy is also pushing up its advertising pitch. We have identified Banquet Halls as a segment of the market, which Amul can exploit as the supply, is unorganized as yet and the owners are only concerned with the profit margin as the brand does not matter. As of now, local manufacturers supply to these banquet halls.
2.4.SAMPLE SIZE & JUSTIFICATION

32 1. Even though the market survey was conducted in different places of may not reflect the real opinions of the retailers. 2. There were a many problems between the researcher and the respondents. 3. Because of time constraints, the sample size is restricted to200, which may not reflect the original market. 4. Since the market study was restricted to Hyderabad city, majority of findings are applicable only to the city and cannot be generalized. 5. The samples may behave or give opinions differently at differently times because of their psychological temperament. This will affect the survey. Hyderabad it
1. What is the brand that you are promoting in your shop?

33 Table 3.1 Types of Brand Amul Kwality walls Scoops Vadilal Others Total No.of Respondants 65 78 21 27 9 200 Percentage 32.5 39 10.5 13.5 4.5 100
Fig 3.1
BRAND
50 Percentage of Respondends 40 30 20 10 0
Amul Kwality walls Scoops Vadilal Others
39 32.5 13.5 4.5
10.5
Types of Brand
INTERPERTATION: In our study it is found that retailers preferring brand is kwality walls and then amul ice-cream stands in the second place and rest of the brands as follows as shown in
34 the figure above. From the study it is clearly understood that most of the customers prefer kwality walls and amul.
2. Who will be the most frequently visiting customers to your shop ? Type of Customer Students Children Employees Housewives Families Total Table 3.2 No.of Respondents 58 38 44 6 54 200 Percentage 29 19 22 3 27 100
Fig 3.2
Visiting Customers
Families 27%
Students 29%
Housewives 3% Employees 22%
Children 19%
CHI-SQUARE
35 Type of customer Students Children Employees house wives Families No. of respondents 58 37 44 6 55
Ho : there is no significant difference between the different type of customers Ei = 200 / 5 = 40 Oi Ei (Oi Ei) (Oi Ei)/Ei 58 40 324 8.1 37 40 9 0.225 44 40 16 0.4 6 40 1156 28.9 55 40 225 5.625 200
43.25
= (Oi Ei)/Ei = 43.25 5% (=5-1=4) =9.488 = 43.25 > 5%(=4)=9.488 Ho is rejected Conclusion: There is significant difference between the customers.
INTERPERTATION: In our study it is found that the most frequently visiting customers are students and families. From the study it is clearly understood that the most frequently visiting customers are students and families.
36
3. Which of the following packs will be most frequently in movement ? Table 3.3 Type of Packs Children pack Family pack Party pack Others Total No.of Respondents 56 90 44 10 200 Fig 3.3 Percentage 28 45 22 5 100
Packs
Others 5%
Party pack 22%
Children pack 28%
Family pack 45%
INTERPERTATION: In our study it is clearly understood that most of the customers who are visiting to the retail outlet are families, and most of the sales are more for family pack. 45% of the most movable pack is family pack.
37
4. Brand name really matters to you ? Table 3.4 Frequency Strongly agree Agree Agree or disagree Disagree Strongly disagree Total 100 54 31 12 3 200 Percentage 50.0 27.0 15.5 6.0 1.5 100.0
Fig 3.4
60
50
40
30
20
Percent
10
0 strongly agree agree agree or disagree disagree strongly disagree
BRANDNAM
INTERPERTATION:
38
In our study it is said that most of the customers are very much interested to prefer the particular brand name, and it is very clearly shown in the figure above it.
5. Customers specifically ask the brand ? Table 3.5 Frequency Strongly agree Agree Agree or disagree Disagree Strongly disagree Total 93 63 29 14 1 200 Percentage 46.5 31.5 14.5 7.0 .5 100.0
Fig 3.5
Brand
Strongly disagree Disagree 1% 7% Agree or disagree 15% Strongly agree 46%
Agree 31%
39
INTERPERTATION: In our study it is clearly understood that most of the customers are strongly agree in asking the preferred brand. Nearly 45.50% of the customers are mostly asking the brand.
6. You fell schemes will give better business ? Table 3. 6 Frequency Strongly agree Agree Agree or disagree Disagree Strongly disagree Total 91 43 34 27 5 200 Fig 3.6 Percentage 45.5 21.5 17.0 13.5 2.5 100.0
SCHEMES
Strongly disagree 3% Strongly agree 45%
Disagree 14% Agree or disagree 17%
Agree 21%
40 INTERPERTATION: In our study it is clearly understood that most of the retailers said that schemes preferring for the brand really increases the sales of the retailer and it leads to the better business to the company.
7. Margins are important to you ? Table 3. 7 Frequency Strongly agree Agree Agree or disagree Disagree Total 107 86 3 4 200
Percentage 53.5 43.0 1.5 2.0 100.0
Fig 3.7
41
MARGINS
Agree or disagree Disagree 2% 2%
Agree 43%
Strongly agree 53%
INTERPERTATION: In our study it is clearly stated that most of the retailers are saying that they need better margin for the business so that they will be happy for the sale of the brand. It is clearly stated in the graph as given above.
8. Your brand provides better margins ? Table 3. 8 Frequency Strongly agree Agree Agree or disagree Disagree Strongly disagree Total 104 72 14 5 5 200
Percent 52.0 36.0 7.0 2.5 2.5 100.0
42 Fig 3.8
br.be.mr
strongly agree agree agree or disagree disagree strongly disagree Pies show counts
INTERPERTATION: In our study it is clearly understood that most of the retailers are very strongly agreeing that the brand they are using, it gives better margins and they are very happy in the sales of the particular brand they are using.
9. You satisfied with the current brand ? Table 3. 9 Frequency Strongly agree Agree Agree or disagree Disagree Strong disagree Total 120 63 12 3 2 200 Percent 60.0 31.5 6.0 1.5 1 100.0
43 Fig 3.9
70
60
50
40
30
20
Percent
10 0 strongly agree agree agree or disagree disagree
SATISFAC
INTERPERTATION: In our study it is said that out of 200 respondents most of the retailers are showing very much satisfaction in the sale of the particular brand and it is clearly shown in the bar diagram which is shown above.
10. Package Table 3. 10 Most important Important Slightly important Not at all important Total Frequency 61 116 22 1 200 Percent 30.5 58.0 11.0 .5 100.0
44
Fig 3.10
package
most important important slightly important Pies show counts
INTERPERTATION: In our study it is clearly said that most of the retailers are very happy in terms of package and they stated that package is important to them and it is very clearly shown in the graph.
11.Taste Table 3. 11
45
Frequency Most important Important Slightly important Total 131 63 6 200
Percent 65.5 31.5 3.0 100.0
Fig 3.11
taste
most important important slightly important Pies show counts
INTERPERTATION: In our survey it is clearly understood that most of the retailers said that the taste of the particular brand they are selling is having good taste and in terms of the sales the brand really need good taste.
46
12. Price Table 3. 12 Most important Important Slightly important Not important Total Frequency 95 75 29 1 200 Percent 47.5 37.5 14.5 .5 100.0
Fig 3.12
47
price
most important important slightly important not important Pies show counts
INTERPERTATION: In our survey it is clearly understood that most of the retailers said that the customers are really seeing the price of the brand as most of them are middle class people. It shown clearly in the graph.
13. Customer choice Table 3. 13 Frequency 93 80 22 5 200 Percent 46.5 40.0 11.0 2.5 100.0
Most important Important Slightly important Not important Total
Fig 3.13
48
cus.choi
most important important slightly important not important
Pies show counts 46.50% 40.00%
INTERPERTATION: In our study it is clearly understood that customer choice is must, so they have to create a good image (awareness) among the consumers through media advertisement etc. so that it they will ask for specified brand .in the graph it is clearly said that about 46.05% of the retailers go for, it and 40% of the retailers are saying that it is important.
14. Flavours Table 3.14 Frequency 97 84 12 7 200 Percent 48.5 42.0 6.0 3.5 100.0
Most important Important Slightly important Not important Total
49 Fig 3.14
flavours
most important important slightly important not important
Pies show counts 48.50% 42.00%
INTERPERTATION: In our study of 200 respondents most of them prefer for the particular flavor so based on them they have to keep concentration in developing the brand. So nearly 90% of them are saying that flavors are very important.
15. How frequently your brand offers schemes ? Table 3. 15 Frequency 56 5 12 42 85 Percent 28.0 2.5 6.0 21.0 42.5
Once in a month Quarterly Hhalf yearly Yearly None
50 Total 200 Fig 3.15 100.0
fre.offe
once in month quarterly half yearly yearly none
Pies show counts
INTERPERTATION: In our survey out of the 200 respondents it is clearly said that most of the companies are not giving any type of offers, they said that free offers will give better business to them.
16. What kind of promotions they are offering to you ? Table 3.16 Frequency Display promotion Gift items Coupons 69 23 17 Percent 34.5 11.5 8.5
51 Contests None Total 17 74 200 Fig 3.16 8.5 37.0 100.0
promotio
display promotion gift items coupons contests none Pies show counts
INTERPERTATION: In our survey out of the 200 respondents it is clearly said that most of the companies are not giving any type of gift items and coupons. They said that gift items will give better business to them. 17. What do you think that the customer sees in an ice cream ? Table 3.17 Frequency 16 138
Package Gift items
Percent 8.0 69.0
52 Price Brand None Total 28 10 8 200 Fig 3.17

cus.pr.i
package taste price brand none Pies show counts
14.0 5.0 4.0 100.0
Rank correlation:
x Package Taste Price Brand none 3 2 1 4 5 4 1 2 3 5 y 2 3 4 1 5 z dxy -1 1 -1 1 0 dyz 2 -2 2 2 0 dzx 1 -1 -3 3 0 dxy 1 1 1 1 0 4 dyz 4 4 4 4 0 16 dzx 1 1 9 9 0 20
xy = 1- [6 dxy/n(n-1)] =1-0.2 =0.8 yz = 1- [6 dyz/n(n-1)] =1-0.8

53 =0.2 zx= 1- [6 dzx/n(n-1)] =1-1 =0 conclusion: x and y are having most common taste in ice cream.
INTERPERTATION: In our survey it is clear said that most of the retailers said that customers will prefer the brand which is having better taste.
18. Will you prefer to promote another brand ? Table 3. 18
54 Frequency Yes No Total 83 117 200 Percent 41.5 58.5 100.0
Fig 3.18
Brand Preference
Yes 42% No 58%
INTERPERTATION:
55 In our study out of 200 respondents, most of them i.e. More than 50% are not preferring to switch their brand and also not willing to keep the other brand.
ANOVA TABLE
Most importent 61 131 95 93 97 importent 116 63 75 80 84 Slightly importent 22 6 29 22 12 Not at all 1 1 5 7
Package Taste Price Customer choice Flavors
Ti 61 131 95 93 97 Tj Tj / h xij 477 4550 6 4796 5 116 63 75 80 84 418 3494 5 3650 6 22 6 29 22 12 91 155 6 198 9 1 1 5 7 14 39 76 200 200 200 200 200 1000 82046 86536
Ti / k xij 1000 0 1333 3 1000 0 1000 0 1000 0 5333 3 17662 21166 15492 15558 16658 86536
56 Calculation Q = Xij2 - T / N = 86536-50000 =36536 Q1= Ti / k - T / N =53333-50000 =3333 Q2= Tj / h - T / N =82046 50000 =32046 Q3=Q-Q1-Q2 =36536-3333-32046 =1157
ANOVA TABLE
SOURCE OF VARIATION ROWS COLUMES ERRORS TOTAL SUM OF SQUARES Q1=3333 Q2=32046 Q3=1157 Q=36536 DEGREE OF FREED0M k-1=3 h-1=4 (k-1)(h-1)=12 Kh-1=19 MEAN SQUARE Q1/k-1 =1111 Q2/h-1=80115 Q3/(k-1)(h-1) =96.41 Fe
Fo=11.5237 Fo=83.098
Consider the different facilities 1=3 , 2=12 F5%( 1=3 , 2=12) = 3.49 Fo=11.5237 > F5%(3,12) = 3.49 Ho is rejected Consider the feelings 1=4 , 2=12 F5%( 1=4 , 2=12) = 3.11 Fo=83.098 > F5%(4,12) = 3.11 Ho is rejected conclusion: In the first cases Ho is rejected then there is significance different between the facilities .
57 In the second case Ho is rejected then there is significance different between the feelings.
FINDINGS
1. Amul has good brand image. 2. Good quality of the products. 3. Nationality of the brand 4. Low price comparing with main brands. 5. Low service levels by the distributors. 6. Low promotion activities by the company. 7. Amul should provide the good awareness to the customers. 8. They should provide better offers. The major disadvantage found in amul is the distributors low service levels.Many of the retailers complain about the non- responsiveness of the sales people and the distributors. In some of the cases , the situation is so bad ,where , after selling the deep freezer , the retailers didnt get stock for 6 months . Though the Amul products have quality, the distributors cannot built their sales .This may seriously damage the companys reputation.
58 Kwality walls and others have a good advantage in this area .The timely deliver of the stocks as per the retailers requirements is very much being appreciated by them. The reimbursements of the spoiled stocks and expired stocks in case of Kwality walls and Taj, the credit facilities provided by the distrubutors in these companies are impressive to their retailers . Even the small competitors of Amul, are trying to increase the market share by concentrating more on the service levels to the retailers.
RECOMMENDATIONS
Schemes and offers are very much important to boost up the sales In order to gain the competitive edge over competitors, it has to make efforts to improve the products features Some of the retailers are not satisfied with the profit percentage due to increase in the power tariffs. In the months of March June, Ice creams demand will be more because of summer. So in these months the production capacity should be increase. Many of the retailers have suggested that, the replacement of the damaged product and expiry date product. Retailers are saying that, customers are specifically asking the brand. In order that brand name plays vital role in sales. Package is most important to attract the customers. In our study Most of the retailers are satisfied with amul ice cream package. In our study Vanilla and Pista flavors sales are very high. Improve the other flavors quality also. The company must continue its efforts, in maintaining quality and taste as brand preferences are mainly based on them.
59 Advertisement in various suitable channels should be increased as awareness in the public about the range of products manufactured by Amul. The purpose for which they are to be use is also limited. So both these things are to be take care of. The study reflects that retailers are not satisfied with the packaging procedure especially with the sticks ice cream. (Choco bar and feast).
CONCLUSION
Amul Gcmmf Ltd is having clear advantage of good brand image.Majority of the retailers are satisfied with the profit margin.Advertisement has to improve a lot in Ice cream unit.Majority of the retailers are complained that they are not having replacement of damaged and expiry date products.Total sales are improving Family packs and children packs are moving very fastly when compared to other packed items Distribution of network and method of delivery has to improve a lot.Retailers are satisfied with the price of the individual ice creams.Available of ice creams stock in seasons is very bad.As a promotions company has to give gift items and coupons are very much important.It is found that the retailers who are detailing with ice cream are satisfied with the quality standard and for not maintaining minimum order quantity restrictions.Brand name plays an important role to improve the sales.Customers are satisfied with the package and taste of the amul ice creams.
60
BIBLIOGRAPHY
Books : Marketing management Philip kotler and Armstrong Research methodology methods and techniques- kothari C.S Marketing Research - Dr. D.D. Sharma Text book on Research Methodology - Dr. P.C. Tripathi Magazines: The Hindu Indian Management
SITES : www.amul.com
61 www.google.com
QUESTIONNAIRE Name of the Retailer: Address: 1. What is the brand that you are promoting in your shop? a) amul b) kwality walls c) scoops d) Vadilal e) others specify 2. Who will be the most frequently visiting customers to your shop? a) Students b) Children c) employees d) housewives e) families 3. Which of the following packs will be most frequently in movement? a) Children pack b) family pack c) party pack d) others specify Using the scale described below, where 1=strongly agree, 2= Agree, 3=neither agree nor disagree, 4=Disagree, 5=strongly Disagree
62 Please write the number against each question in the space provided. 4. Brand name really matters to you 5. Customers specifically ask the brand 6. You feel schemes will give better business If 1 or 2 what type of schemes 7. Margins are important to you 8. Your brand provides better margins 9. You satisfied with the current brand Using the following scale, write the numbers that you feel appropriate against each of the question. 1=Most important, 2=important, 3=slightly important, 4=Not at all important, 10. Package 11. Taste 12. Price 13. Customer choice 14. Flavors 15. How frequently your brand offers schemes? a) Once in a month b) quarterly c) half-yearly d) yearly e) none 16. What kind of promotions they are offering to you? Display Promotions Gifts items Coupons Contests None
17. What do you think that the customer sees in an ice cream? a) Package b) taste c) price d) brand e) none 18. Will you prefer to promote another brand?
63 a) Yes b) no Suggestion if any:

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1

INDUSTRY PROFILE Introduction

MILK FAT SOURCES

MILK SOLIDS (NOTFAT)

List of Amul Icecreams:

Chocolate & Confectionery:

21 Real Milk Real Ice Cream

SCOPE OF THE STUDY

SWOT ANALYSIS OF AMUL STRENGTHS:

2.4.SAMPLE SIZE & JUSTIFICATION

1. What is the brand that you are promoting in your shop?

39 32.5 13.5 4.5

Housewives 3% Employees 22%

Party pack 22%

Children pack 28%

Family pack 45%

0 strongly agree agree agree or disagree disagree strongly disagree

Disagree 14% Agree or disagree 17%

Percentage 53.5 43.0 1.5 2.0 100.0

Strongly agree 53%

Percent 52.0 36.0 7.0 2.5 2.5 100.0

10 0 strongly agree agree agree or disagree disagree

Frequency Most important Important Slightly important Total 131 63 6 200

Percent 65.5 31.5 3.0 100.0

Most important Important Slightly important Not important Total

most important important slightly important not important

Pies show counts 46.50% 40.00%

Most important Important Slightly important Not important Total

most important important slightly important not important

Pies show counts 48.50% 42.00%

Once in a month Quarterly Hhalf yearly Yearly None

50 Total 200 Fig 3.15 100.0

once in month quarterly half yearly yearly none

Pies show counts

51 Contests None Total 17 74 200 Fig 3.16 8.5 37.0 100.0

Package Gift items

Percent 8.0 69.0

52 Price Brand None Total 28 10 8 200 Fig 3.17

14.0 5.0 4.0 100.0

xy = 1- [6 dxy/n(n-1)] =1-0.2 =0.8 yz = 1- [6 dyz/n(n-1)] =1-0.8

18. Will you prefer to promote another brand ? Table 3. 18

54 Frequency Yes No Total 83 117 200 Percent 41.5 58.5 100.0

Yes 42% No 58%

Package Taste Price Customer choice Flavors

63 a) Yes b) no Suggestion if any:

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