Project Report on Market Potential of Amul Ice cream in Guwahati City

[A 45 days summer internship report submitted towards the partial fulfillment of the requirements of the two years Full-time MBA Program in Assam University, Silchar.]

SUBMITTED BY: MRITUNJOY DEB M.B.A 3RD SEMISTER DEPARTMENT OF BUSINESS ADMINISTRATION ASSAM UNIVERSITY, SILCHAR

ORGANISATIONAL GUIDE Mr. JAYANTA GOSWAMI Dept. in-charge, Diary Items and Products Gujarat Co-operative Milk Marketing Federation Ltd

INSTITUTIONAL GUIDE
Ms. LURAI RONGMAI Assistant Professor Dept. Of Business Administration School of Management Studies Assam University, Silchar

DECLARATION PREFACE ACKNOWLEDGEMENT INTRODUCTION TO PROJECT EXECUTIVE SUMMARY

CHAPTER 1 (General observation of the organisation)

1.1 1.2 1.3 1.4 1.5 1.6 1.7

INDUSTRY PROFILE COMPANY PROFILE ACHIEVEMENTS LIST OF PRODUCTS TOTAL QUALITY MANAGEMENT ORGANISATIONAL STRUCTURE OF GCMMF COMPETITORS PROFILE

13 18 24 25 27 29 31

CHAPTER 2 (Report on Market Potential of Amul Ice Cream of Retail Outlets in Guwahati.)

2.1 2.2 2.3 2.4 2.5

INTRODUCTION OBJECTIVES OF THE STUDY SCOPE OF PROJECT RESEARCH METHODOLOGY LIMITATIONS

32 33 33 34 35
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CHAPTER 3 (ANALYSIS)

3.1 3.2

ANALYSIS OF DATA SWOT ANALYSIS OF AMUL ICE CREAM

38 55

CHAPTER 4 (Conclusion, Recommendation and summary of the report)

4.1 4.2

FINDINGS
LIMITATION

57
58

4.2 4.3 4.4

CONCLUSION RECOMMENDATION SUMMARY

59 60

QUESTIONNAIRE BIBLIOGRAPHY

DECLARATION

I, the undersigned hereby declare that the project entitled the market potential of ice-cream in the Guwahati city is the original piece of work submitted by me under the guidance of Mr. Jayanta Goswami, Dept in charge, frozen items and ice-creams, GCMMF, Guwahati for the partial fulfilment of the requirement of Masters of Business Administration of Assam University, Silchar and is exclusively prepared and conceptualized by me and the findings in this project report are based on the data collected by me and to the best of my knowledge and belief this report has not been copied from any research submitted by anyone, anywhere earlier.

Mritunjoy Deb DBA-SMS Date:

PREFACE

The MBA is not an end in itself, but a means to an end. It is a degree designed to give us the ability to develop our career to its fullest potential, at an accelerated pace. To become a successful manager in this competitive era the first and foremost task is to have a real life experience about the corporate world. We are very much fortunate that in our syllabus there is a provision for Summer Training of eight weeks in the public sector or private sector. I have made my summer training in Amul, Guwahati, Assam. In Amul I have been given the necessary training regarding their organization and working also I have been given the necessary inputs regarding my project work. It is a splendid experience to work with the professionals. In Amul I have come to know a lot and I believe those will pave my way during my working in the corporate world. I am very much glad to present my project report on Market potential of ice-cream in the Guwahati city. Many interesting facts and figures have come out in course of the project. Every endeavour has been made so that the result remains meaningful as well as fruitful.

Mritunjoy Deb DBA-SMS Date:

ACKNOWLEDGEMENT

With immense pleasure, I would like to present this project report for Gujarat Co-operative Milk Marketing Federation Ltd. It has been an enriching experience for me to undergo my summer training at GCMMF, which would not have possible without the goodwill and support of the people around. As a student of Department of Business Administration, Assam University, Silchar I would like to express my sincere thanks to all those who helped me during my training program. I would like to express my gratitude to all those who gave me the encouragement to complete this project. I would like to express my gratefulness to Mr. Apoorva Mishra, Deputy Manager (sales), Guwahati, for giving me the chance to carry out my project in his organization. I would like to give my heartily gratitude to the Mr. Jayanta Madhav Goswami, Dept. incharge, Diary Items and Products, Guwahati for having given me the opportunity to do my project work in the organization and lighted my way of progress with his guidance. My sincere and deepest thanks to Faculty Member of ASSAM UNIVERSITY, SILCHAR for sparing their valuable time to guide me throughout the project. As we know research work needs hard work, keen insight and long patience with scholarly vision based on content operation hence it becomes a humble duty to express my sincere gratitude towards my friends, without whom I would not have reached to the conclusion of my project. It was through their efforts that I could complete the project well in time. My respondents constituted the back bone of my project. Thanks to the Retailers, the Distributors, and customers who had taken out some time out of their busy schedule to fill in my questionnaire without which the survey could not have taken place. Mritunjoy Deb DBA-SMS Date:

INTRODUCTION TO THE PROJECT

CONTEXT OF THE TOPIC The dairy industries companies run mainly on the factors such as availability, service frequency, affordability, taste and marketing. Availability is plays a vital role because purchasing power is depend upon availability of that product, in case distributors and retailers service matter a lot. A retailer or retail store is any business enterprises whose sales volume comes primarily from retailing. Market penetration is one of the four growth strategies of the Product-Market Growth Matrix defined by Ansoff. Market penetration occurs when a company enters/penetrates a market with current products. The best way to achieve this is by gaining competitors' customers (part of their market share). Other ways include attracting non-users of your product or convincing current clients to use more of your product/service (by advertising etc). It was found that due to low supply of ice-cream, the market share of Amul Ice-cream is reducing. It is the major cause to the low selling of Amul Ice-cream product. Like that, penetration level in the outlet of Amul ice-cream product was low. Finally the whole study of the research work, the company needs the effective advertisement of the product in the local channel and print media for awareness of Amul Ice-cream in the Guwahati city& its sub-urban and also it needs to maintain a good Supply Chain Management with retailers. Promotion Tool Used The consumer promotion tools mean the promotion activities, which are beneficial for consumers as well as company. Such as price discounts, free samples to taste, prizes and coupons etc. We decided to use discount coupons. We distributed it among customers and validity kept seven days from issued. The consumers are seduced to buy the product. It helped to increase sales volume.
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Consumer can get good quality of good in cheaper price. It can attract the new consumers and customers buying other ice-cream brands. Attract brand switchers, who are primarily looking for low good value. price,

Need of Study

Turn switcher to loyal users. It induced to make some subsequent purchases. Give little permanent gain in market share.

Managers are always curious about the position of their companys products in the market which largely depend upon the companys goodwill, and the position of their brand. In order to maximize the sale and profit, company must deliver outstanding satisfaction to the retailers. So market survey of retailers, chart out the position of the company as compared to the competitors. It helps the organization to find out the brand being sold most by the retailers along with their stocking and also consumer buying preferences.

Statement of the Problem Market Potential of Ice-cream in the Guwahati City It helps to determine the current market share, Market potential and Market Potential Analysis reveals the potential demand for products and services in a market.

EXECUTIVE SUMMARY

Project title: A Report on Market Potential of Ice-cream in the Guwahati City. Organization: Gujarat Co-operative Milk Marketing Federation Limited, Guwahati. Organisational guide: Mr. Apoorva Mishra, Deputy Manager (sales), GCMMFL, Guwahati. Field guide: Mr. Jayanta Madhav Goswami, Executive (SALES), GCMMFL, Guwahati. Duration: 45 Days Area of Study: Customers and Retailers Area included for Study: Zoo Road, R.G.B Road, Chandmari, Rajgarh, Silpukuri, Guwahati club Road, Paltan bazaar, Rehabari, Ulubari, Bhangagarh.

OBJECTIVES OF THE STUDY To know which factors affect the buying behavior of customer. To know the perception of customer for different attributes of Amul ice-cream. To know the most preferred brand among customers after Amul ice-cream. To assess the strength of Amul ice-cream. To assess the weakness of Amul ice-cream. To know the perception of retailers over the Amul ice-cream. To know the satisfaction level of retailers for Amul ice-cream Services. To know the preference of brand other than Amul ice-cream by the retailers.

RESEARCH METHODOLOGY Research design Data Source Research Approach Sample Size Sample Type : : : : : Descriptive Research Primary and Secondary Survey Technique 150 (which includes 100 Customer and 50 Retailer) Convenience sampling (for retailers) and Simple Random Sampling (for customers) Method of Collection: Primary data were collected by face to face interview with the help of a well structured schedule and secondary data were collected from books, magazines and websites. Schedule Design : Well-structured schedule comprising of closed- ended, multiple choice and dichotomous questions.

MAJOR FINDINGS From retailers data analysis1. Major sections of retailers of Amul ice-cream are suffering from the problem of Supply Shortage. 2. Supply Shortage of Amul Ice-cream is forcing the retailers to switch to other brands. 3. Amul ice-cream has a very high demand. 4. Most of the retailers are satisfied with the price range of Amul ice-cream. 5. Most of the retailers are not satisfied with Services provided by the Amul in Guwahati Region.

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From customer data analysis1. Almost 100% of customer prefers branded ice-cream. 2. Customers seem to be satisfied with pricing and quality attributes of Amul ice-cream. 3. Customer buying behaviour is majorly affected by pricing. 4. Customers are less aware of schemes of Amul ice-cream. 5. Customers are not satisfied with the availability of Amul ice-cream.

RECOMMENDATIONS 1. Availability of ice-cream should be made as per the demand of the market. 2. Supply of ice-cream should be increased during summer seasons as it records higher sales. 3. Special ice-cream parlours can be opened in the market having huge potential of consumers like Ganeshguri, Paltan Bazar, Chandmari, Ulubari, etc. 4. Places like cinema halls, multiplex, malls, and college campus are the potential areas of consumers, where ice-cream can gain its attention. 5. Proper Advertisement can help to increase the consumption of ice-cream, like hoardings, Television advertisements, newspaper, magazine etc. 6. During festivals Seasons Company should give emphasis on providing offers/schemes.

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CHAPTER 1

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1.1 INDUSTRY PROFILE Dairy is a place where handling of milk and milk products is done and technology refers to the application of scientific knowledge for practical purposes. Dairy technology has been defined as that branch of dairy science, which deals with the processing of milk and the manufacture of milk products on an industrial scale. The dairy sector in the India has shown remarkable development in the past decade and India has now become one of the largest producers of milk and value-added milk products in the world. The dairy sector has developed through co-operatives in many parts of the State. During 199798, the State had 60 milk processing plants with an aggregate processing capacity of 5.8 million litres per day. In addition to these processing plants, 123 Government and 33 co-operatives milk chilling centres operate in the State. Also India today is the lowest cost producer of per litre of milk in the world, at 27 cents, compared with the U.S' 63 cents, and Japans $2.8 dollars. Also to take advantage of this lowest cost of milk production and increasing production in the country multinational companies are planning to expand their activities here. Some of these milk producers have already obtained quality standard certificates from the authorities. This will help them in marketing their products in foreign countries in processed form. The urban market for milk products is expected to grow at an accelerated pace of around 33% per annum to around Rs.43, 500 crores by year 2005. This growth is going to come from the greater emphasis on the processed foods sector and also by increase in the conversion of milk into milk products. By 2005, the value of Indian dairy produce is expected to be Rs 10, 00, 000 million. Presently the market is valued at around Rs.7, 00, 000 mn

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Milk Production from 1950 to 2020 1950 1996 1997 (Projected) 2020 Expected to reach17 million tonnes 70.8 million tonnes 74.3 million tonnes 240 million tonnes 220 to 250 million tonnes 2020

India contributes to world milk production rise from 12-15 % & it will increase up to 30-35% (year 2020) World's Major Milk Producers (Million MTs)

Country India Brazil Russia Germany France Pakistan USA UK Ukraine Poland New Zealand Netherlands Italy Australia

2002-03 81 75 34 27 24 21 71 14 15 12 11 11 10 9

2003-04 (Approx.) 84.5 77 33 27 24 22 71 14 14 12 12 11 10 10

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Research and Development in Dairy Industry: The research and development need to the dairy industry to develop and survives for long time with better status. The various institute and milk dairy companies R&D results provide base for todays industry growth and development. The research and development of products of dairy, like yogurt and cheese market research and company reports provides insights into product and market trends, analysis opportunities, sales and marketing strategies will help local milk unions to develop and spread worldwide through obtaining this knowledge. Specific on market share, segmentation, size and growth in the US and global markets are also helps industry to expand its market worldwide even small union also. Development of Food Processing Industry: The food processing industry sector in India is one of the largest in terms of production, consumption, export and growth prospects. The government of accorded it is a high priority, with a number of fiscal relieves and incentives, to encourage commercialization and value addition to agriculture produce, for minimizing harvest wastage, generating employment and export growth. Food processing industry is providing backbone support to the milk industry. The development food products by using milk can give good market opportunities to produces milk. Products and Industry Status: Among the products manufactured by organized sector are Ghee, Butter, Cheese, IceCreams, Milk powders, Melted milk food, Infant food, condensed milk etc. Some milk products like Casein and Lactose are also being manufactured lately. Therefore, there is good scope for manufacturing these products locally. Liberalization of the economy has led to a flood of new entrants, including MNCs due to good prospects and abundant supply.

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Investment Potential in Milk Products: At the present rate of growth, India is expected to overtake the US in milk production by the year 2010, when demand is expected to be over 125.69 million ton. Being largely imported, manufacture of casein and lactose has good scope in the country. Exports of milk products have been decentralized and export in 2005-2010 is estimated at 71.875 cr. Production of Milk in India: The facts and figures here shown are calculated on the basis of percentage increases pear year. Year 1993-94 1994-95 1995-96 1996-97 1997-98 1998-99 1999-00 2000-01 2001-02 2002-03 2003-04 2004-05 2005-06 2006-07 Production in million MT 61.2 63.5 65.0 68.0 71.0 74.5 78.0 81.51 85.17 89.0 93.0 97.65 102.45 107.58

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Major Indian and Overseas Players in the Food industry are:

Hindustan Uni Lever Limited MTR foods limited Godrej industries Limited Amul Dabur India Ltd. ITC Limited Agro Tech Foods

Perfetti India Ltd. Cadbury India Ltd. PepsiCo India Holdings Nestle India Pvt. Ltd. Britannia Industries Ltd. Parle Products Pvt. Ltd. Others

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1.2 COMPANY PROFILE

INTRODUCTION AMUL (Anand Milk Union Limited), formed in 1946, is a dairy cooperative movement in India. Headquartered in the small town of Anand, Gujarat, it is a brand name managed by an apex cooperative organization, Gujarat Cooperative Milk Marketing Federation (GCMMF). Specializing in dairy products, AMUL now takes pride in having built the largest food product business in the country. Being a part of the Gujarat Cooperative Milk Marketing Federation (GCMMF), AMUL is a sterling example of cooperative achievement in the developing world. AMUL survives and grows on the basis of cooperative culture, cooperative networking, market acumen and respect for both producer and the consumer. Presently, it is the most popular food brand of India.

HISTORY The India District Co-operative Milk Producers' Union was registered on December 14, 1946 as a response to exploitation of marginal milk producers by traders or agents of existing dairies in the small town named Anand (in Kaira District of Gujarat). Milk Producers had to travel long distances to deliver milk to the only dairy, the Polson Dairy in Anand. Often milk went sour as producers had to physically carry the milk in individual containers, especially in the summer season. These agents arbitrarily decided the prices depending on the production and the season. Milk is a commodity that has to be collected twice a day from each cow/buffalo. In winter, the producer was either left with surplus / unsold milk or had to sell it at very low prices. Moreover, the government at that time had given monopoly rights to Polson Dairy (around that time Polson was the most well known butter brand in the country) to collect milk from Anand and supply it to Bombay city in turn. India ranked nowhere amongst milk producing countries in the world because of its limitations in 1946 British Raj. Angered by the unfair and manipulative trade practices, the farmers of Kaira District approached Sardar Vallabhbhai Patel under the leadership of the local farmer leader
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Tribhuvandas Patel. Sardar Patel advised the farmers to form a Cooperative and supply milk directly to the Bombay Milk Scheme instead of selling it to Polson. He sent Morarji Desai to organize the farmers. In 1946, the farmers of the area went on a milk strike refusing to be further oppressed. Thus the Kaira District Cooperative was established to collect and process milk in the District of Kaira in 1946. Milk collection was also decentralized, as most producers were marginal farmers who were in a position to deliver 1-2 litres of milk per day. Village level cooperatives were established to organize the marginal milk producers in each of these villages. The Cooperative was further developed and managed by Dr. V Kurien along with Shri H M Dalaya. The first modern dairy of the Kaira Union was established at Anand. Indigenous research and development and technology development at the Cooperative had led to the successful production of skimmed milk powder from buffalo milk the first time on a commercial scale anywhere in the world. The success of the dairy co-operative movement spread rapidly in Gujarat. Within a short span five other district unions Mehsana, Banaskantha, Baroda, Sabarkantha and Surat were organized. In order to combine forces and expand the market while saving on advertising and avoid a situation where milk cooperatives would compete against each other it was decided to set up an apex marketing body of dairy cooperative unions in Gujarat. Thus, in 1973, the Gujarat Co-operative Milk Marketing Federation was established. The Kaira District Co-operative Milk Producers Union Ltd. which had established the brand name Amul in 1955 decided to hand over the brand name to GCMMF (AMUL). Dr. Verghese Kurien, the World Food Prize and the Magsaysay Award winner, was the architect of Indias White Revolution, which helped India emerge as the largest milk producer in the world. Amul Ice Cream was launched on 10th March, 1996 in Gujarat. The portfolio consisted of impulse products like sticks, cones, cups as well as take home packs and institutional/catering packs. Amul ice cream was launched on the platform of Real Milk. Real Ice Cream given that it is a milk company and the wholesomeness of its products gives it a competitive advantage.

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In 1997, Amul ice creams entered Mumbai followed by Chennai in 1998 and Kolkata and Delhi in 2002. Nationally it was rolled out across the country in 1999. It has combated competition like Walls, Mother Dairy and achieved the No 1 position in the country. This position was achieved in 2001 and it has continued to remain at the top. Amuls entry into ice creams is regarded as successful due to the large market share it was able to capture within a short period of time due to price differential, quality of products and of course the brand name.

GCMMF OVERVIEW: The Gujarat Cooperative Milk Marketing Federation Ltd, Anand (GCMMF) is the largest food products marketing organisation of India. It is the apex organization of the Dairy Cooperatives of Gujarat. This State has been a pioneer in organizing dairy cooperatives and our success has not only been emulated in India but serves as a model for rest of the World. Over the last five and a half decades, Dairy Cooperatives in Gujarat have created an economic network that links more than 2.8 million village milk producers with millions of consumers in India and abroad through a cooperative system that includes 13,141 Village Dairy Cooperative Societies (VDCS) at the village level, affiliated to 13 District Cooperative Milk Producers Unions at the District level and GCMMF at the State level. These cooperatives collect on an average 7.5 million litres of milk per day from their producer members, more than 70% of whom are small, marginal farmers and landless labourers and include a sizeable population of tribal folk and people belonging to the scheduled castes. The turnover of GCMMF (AMUL) during 2008-09 was Rs. 67.11 billion. It markets the products, produced by the district milk unions in 30 dairy plants, under the renowned AMUL brand name. The combined processing capacity of these plants is 11.6 million litres per day, with four dairy plants having processing capacity in excess of 1 million Litres per day. The farmers of Gujarat own the largest state of the art dairy plant in Asia Mother Dairy, Gandhinagar, Gujarat which can handle 2.5 million litres of milk per day and process 100 MTs of milk powder daily. During the last year, 3.1 billion litres of milk was collected by Member Unions of GCMMF.
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Huge capacities for milk drying, product manufacture and cattle feed manufacture have been installed. All its products are manufactured under the most hygienic conditions. All dairy plants of the unions are ISO 9001-2000, ISO 22000 and HACCP certified. GCMMF (AMUL)s Total Quality Management ensures the quality of products right from the starting point (milk producer) through the value chain until it reaches the consumer. Ever since the movement was launched fifty-five years ago, Gujarats Dairy Cooperatives have brought about a significant social and economic change to our rural people. The Dairy Cooperatives have helped in ending the exploitation of farmers and demonstrated that when our rural producers benefit, the community and nation benefits as well.

VISION The vision of AMUL is as follows: To serve the interests of the milk producers To provide quality products that offer the best value to consumers for money spent.

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SALES TURNOVER Sales turnover of GCMMF Year 1994-95 1995-96 1996-97 1997-98 1998-99 1999-00 2000-01 2001-02 2002-03 2003-04 2004-05 2005-06 2006-07 2007-08 2008-09 2009-2010 Rs. (in millions) 11140 13790 15540 18840 22192 22185 22588 23365 27457 28941 29225 37736 42778 52554 67113 80053 US $ (in millions) 355 400 450 455 493 493 500 500 575 616 672 850 1050 1325 1504 1700

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Graphical representation of sales turnover of GCMMF

90000 80000 70000 60000 50000 40000 30000 20000 10000 0

AREAS OF OPERATIONS Besides India, AMUL has entered overseas markets such as Mauritius, UAE, USA, Bangladesh, Australia, China, Singapore, Hong Kong and a few South African nations. Other potential markets being considered include Sri Lanka.

SOME FACTS: Annual Revenues : $1.33 billion USD Members : 13 district cooperative milk producers` union No of Employees : 2.7 million No of village societies : 13,141 Total Milk handling capacity : 10.21 million liters per day Annual Milk Collection : 2.69 billion liters Daily Milk Collection : 7.4 million liters Milk Drying Capacity : 626 Mts. Per day Cattle feed Manufacturing Capacity : 3090 Mts. Per day

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1.3 ACHIEVEMENTS

2.8 million milk producer member families 13,759 village societies 13 District Unions 8.5 million liters of milk procured per day Rs. 150 million disbursed in cash daily GCMMF is the largest cooperative business of small producers with an annual turnover of Rs. 53 billion The Govt. of India has honoured Amul with the Best of all categories Rajiv Gandhi National Quality Award.

Largest milk handling capacity in Asia Largest Cold Chain Network 48 Sales offices, 3000 Wholesale Distributors, 5 lakh retail outlets Export to 37 countries worth Rs. 150 crores Winner of APEDA award for nine consecutive years

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1.4 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) 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 Avsar Ladoos

UHT Milk Range:

Amul Shakti 3% fat Milk Amul Taaza 1.5% fat Milk Amul Gold 4.5% fat Milk Amul Lite Slim-n-Trim Milk 0% fat milk Amul Shakti Toned Milk Amul Fresh Cream Amul Snowcap Softy Mix

Pure Ghee:

Amul Pure Ghee Sagar Pure Ghee Amul Cow Ghee

Infant Milk Range:

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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 4.5% fat Amul Slim & Trim Double Toned Milk 1.5% fat Amul Saathi Skimmed Milk 0% fat Amul Cow Milk

Curd Products:

Amul Flaavyo Yoghurt Amul Masti Dahi (fresh curd) Amul Masti Spiced Butter Milk Amul Lassee

Amul Icecreams:

Royal Treat Range (Butterscotch, Rajbhog, Malai Kulfi) Nut-o-Mania Range (Kaju Draksh, Kesar Pista Royale, Fruit Bonanza, Roasted Almond) Nature's Treat (Alphanso Mango, Fresh Litchi, Shahi Anjir, Fresh Strawberry, Black Currant, Santra Mantra, Fresh Pineapple) Sundae Range (Mango, Black Currant, Sundae Magic, Double Sundae) Assorted Treat (Chocobar, Dollies, Frostik, Ice Candies, Tricone, Chococrunch, Megabite, Cassatta) Utterly Delicious (Vanila, Strawberry, Chocolate, Chocochips, Cake Magic)

Chocolate & Confectionery:

Amul Milk Chocolate

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Amul Fruit & Nut Chocolate

Brown Beverage:
1.

Nutramul Malted Milk Food

Milk Drink:

Amul Kool Flavoured Milk (Mango, Strawberry, Saffron, Cardamom, Rose, Chocolate) Amul Kool Cafe Amul Kool Koko Amul Kool Millk Shaake (Mango, Strawberry, Badam, Banana)

1.5 TOTAL QUALITY MANAGEMENT In 1994, the Federation has embarked on the total quality Management journey and in 1999 received the Rajiv Gandhi National Quality award for the year 1999, Indias premier recognition for quality: Continuing to learn , the employees have consistently striven to maintain improved product and service quality at each stage of the value chine . More than 25,000 Kaizens small improvements in work areas were made by the employers in different areas like cost cutting , time saving and process improvement . To ensure minimum wastage and maximum productivity and quality, housekeeping activities have been zealously pursued at the Federation offices ,warehouses and distributor points learning from employing . Total Quality Management principles have been cascaded to both the Member Dairies as well as distribution channel members .Workshop on statistical Quality control have conducted across the member dairies to achieve total quality in the productions process . One of the Federations most remarkable achievements has been creation of more then 225 Amul Quality Circles across the length and breadth of the country .The Federations wholesale dealers meet every month in these Quality Control Circles and discuss and resolve distribution problems and improve their distribution process. DISTRIBUTION STUDY: Most producers work with market intermediaries to bring their product to the market. The marketing intermediaries make up marketing channel also called distribution channel.

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Distribution channels are set of interdependent organizations involved in the process of making the product or service available for use and consumption. The Head office of GCMMF is located at Anand. The entire market is divided into 5 zones. The zonal offices are located at Ahmedabad, Mumbai, Delhi, Kolkata and Chennai. Moreover there are 49 Depots located across the country and GCMMF cater to 13 Export market. A zero level of channel also called a direct marketing channel consists of a manufacturer selling directly to the final customer. A one level channel; contains one intermediary such as retailer to the final customer. A two level channel contains two intermediaries are typically wholesaler and retailer. A three level channel typically wholesaler, retailer and jobber in between. GCMMF has an excellent distribution. It is its distribution channel, which has made it so popular. GCMMFs products like milk and milk products are perishable. It becomes that much important for them to have a good distribution.

Distribution Chart Producer Agent Wholesaler Retailer Consumer Distribution of ice-cream products in Guwahati: Gujarat Plant Cool house in Sansari (near Guwahati) Milap Chand Hiralal Citadel Corporation

Retailers

Scooping Parlors

Road Side Vendors

Caterer
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1.6 ORGANIZATION STRUCTURE OF GCMMF

Organization Structure is divided into two parts: External Organization Structure Internal Organization Structure

External Organization Structure

External Organization Structure is the organization structure that affects the organization from the outside. State Level Marketing Federation

District Milk Product Union Ltd.

Village Milk Product Union Ltd.

Villagers As we know, GCMMF is unit of Gujarat Milk Marketing Federation, which is a cooperative organization. The villagers of more than 10000 villages of Gujarat are the bases of this structure. They all make village milk producers union, district level milk producers union and then a state level marketing federation is established. The structure is line relationship, which provides easy way to operation. It also provides better communication between two stages.

Internal Organization Structure

The following is internal organization chart of Amul:

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Organization Structure Chart Chairman

Managing Director

General Manager

Asst. General Manager

Finance Dept.

Production Dept.

Marketing Dept.

Sales & Purchase Dept.

Personnel Dept.

A systematic & well-defined organizational structure plays a vital role & provides accurate information to the top-level management. An organization structure defines a clear-cut line of authorities & responsibilities among the employees of GCMMF. The Organization structure of Amul is well-arranged structure. At a glance a person can completely come to know about the organization structure.

Amul is leaded by the director under him five branches viz. Factory, Marketing, Accounts, Purchase, Human Resources Department. Factory department has a separate general manager under him there are six braches viz. Production, Stores, Distribution, Cold Storage, Quality, and Deep-freezing. This department takes care of the factory work. Marketing department has regional senior marketing manager and under him there is a regional manager. This department takes care of the marketing aspects of Amul. Accounts department takes care regarding accounts i.e. day-to-day work. Under the accountant there is one clerk. Purchase department takes care regarding the purchase of raw materials and many other things.

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1.7 COMPETITORS PROFILE

Kwality Walls: Kwality Walls was launched in 1995 as Hindustan Unilever Ltd s. master brand for ice creams. With in-depth knowledge of the Indian market and Unilevers state-of-the-art technology, Kwality Walls has been delivering superior quality products under its international brands. Rollick: Incorporated about 20 years ago, today Rollick has successfully established itself as one of the largest manufacturers of ice cream in Eastern India. With a state of the art HACCP certified manufacturing unit, a vast distribution network encompassing 50 distributors, and a strong sales team, Rollick is making its presence felt in a big way.

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CHAPTER 2

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2.1 INTRODUCTION The food industry is the complex, global collective of diverse businesses that together supply much of the food energy consumed by the world population. Only subsistence farmers, those who survive on what they grow, can be considered outside of the scope of the modern food industry. GCMMF is India's largest food products marketing organization.. 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 affordable quality products. GCMMF markets and manages the Amul brand. From mid-1990s Amul has entered areas not related directly to its core business. Its entry into ice cream was regarded as successful due to the large market share it was able to capture within a short period of time - primarily due to the price differential and the brand name. Amul has become the market leader in this food industry in India. As other products like butter, ghee, milk, paneer; ice-cream of Amul also got huge customer response.

CONSUMER OF ICE-CREAM AND THEIR BUYING BEHAVIOUR:

The ice-cream can be neither treated as luxury product nor basic need of the customer. Generally the targeted segment customers are middle class, upper middle class and upper class. So, the diverse range of customer has lot of determinants for choosing a particular brand or product. Different factor influence their buying behaviour. Hence, the consumer buying behaviour is complex and in this project different aspect of consumer buying behaviour is studied. According to Philip Kotler, complex buying behaviour involves a three step process. First, the buyers develop beliefs about the product. In Amul, the brand image is very good among the customer. So, due to good brand image the customers develop an automatic goodwill about the product. Second, he or she develops attitudes about the product. Here, as the product is ice-cream; the developments of attitude depends mostly on flavor, taste, price etc. . . Third, he or she makes a thoughtful choice. To convert their belief about the product to make it first choice of the customer, this project has been prepared. Many products are brought under conditions of low involvement and the absence of significant brand difference. Consumer has little involvement in this product category. They go to the store and reach for the brand. With the products, consumer behaviour does not pass through the normal sequence of belief, attitude and behaviour.
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Consumer do not search extensively for information, evaluate characteristics, and make a decision on which brand to buy. Ice-cream is also of same category where the buying decision does not involve brand study and different attribute of the brands. But, when the customer is keep buying the same brand, it is due to habit not brand loyalty. Hence, the dealers, parlor and roadside vendor should try for make a habit of buying Amul ice-cream among the segmented customers. 2.2 OBJECTIVES OF THE STUDY Primary Objective To know which factors affect the buying behavior of customer. To know the perception of customer for different attributes of Amul ice-cream. To know the most preferred brand among customers after Amul ice-cream. To assess the strength of Amul ice-cream. To assess the weakness of Amul ice-cream. To know the perception of retailers over the Amul ice-cream. To know the satisfaction level of retailers for Amul ice-cream Services. To know the preference of brand other than Amul ice-cream by the retailers.

Secondary Objective To gain market shares wherever possible. To generate and secure proper distribution to the retailers.

2.3 SCOPE OF PROJECT The study carried out in some specific areas of Guwahati city. It gives information about the size of the retail network. It gives information about the area to for the improvement of sales. It gives information about the competitors share in market. It gives information about the market potential of ice-cream. It provides suggestions to the company to improve their products sales and distribution.

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2.4 RESEARCH METHODOLOGY The study is based on survey method. The primary data is collected by personal interviews through structured questionnaires for knowing the retailers and customers view on Amul ice-cream. For the purpose of the study various retailers and customers were selected and interviewed. The secondary data is collected from the books, magazines/journals, websites and including Amuls office.

Research type:

Descriptive type of research is undertaken to fulfil the objective of the study.

Schedule design:

A well structured schedule comprising of close ended, multiple choice and dichotomous questions. Sincere efforts were made to make the schedule simple and precise. Care is being taken to prepare the schedule according to the structure and format. The schedule is set according to the objective of the study.

Sampling method:

The sample was selected on the basis of Convenience Sampling (retailers) and Simple Random Sampling (Customers).

Sample size:

The respondents comprising of the retailers and customers of Guwahati city. A total of 150 (One hundred fifty) respondents were interviewed and responses were collected from them (which include 50 retailers and 100 customers).

Data source:

Data mainly collected from the primary and secondary sources.

Method of data collection: The primary data were collected by survey method through personal interview with the help of structured schedule specially designed for the purpose. The secondary data were gathered mainly from company journals, monthly reports of the company, books, internet, magazines etc.
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Analysis Technique: The data collected from the respondents were analysed using standard statistical methods and techniques. Pie charts and bar diagrams were used to reach at the conclusion. Findings were made on the basis of analysis. Recommendations were made on the basis of findings drawn from various data collected. AREA OF OPERATION The areas of operation were the research was done are as follows: Zoo Road, R.G.B Road, Chandmari, Rajgarh, Silpukuri, Guwahati club Road, Paltan bazaar, Rehabari,Ulubari, Bhangagarh.

2.5 LIMITATIONS 1. Time Constraint: The time for undertaking the project was limited which made it difficult for analyzing each and every sphere to be involved in the research. 2. Cost Constraint: The cost involved in the research will have to be minimized because conducting research will be costly. 3. The biasness of the retailers may cause error in results. 4. The prejudices of respondents affect the quality of data provided. 5. The results may prone to error because of the fact that the respondents may sometimes give immediate answer to the questions on the subjects without thinking properly.

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CHAPTER-3

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DATA ANALYSIS FOR RETAILERS 1. Age group(s) preferring ice-cream the most. 10-15yrs 15-25yrs 25-35yrs 35-45yrs 45yrs and above 24 41 34 11 4 48% 82% 62% 22% 8%

8% 22% 48% 10-15yrs 15-25yrs 25-35yrs 68% 35-45yrs 45yrs and above 82%

Interpretation: The pie chart reveals the major sector which consume the ice-cream, while from the data it is being clearly observed that ice-cream is more preferred by the age group of 15-25yrs which includes the senior school students and the college going students. So, the major emphasis should be given on this age group, as they are the main target consumers. And also scooping parlours should be opened on those areas which are frequently visited by this age group.

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2. Change in seasons affect sale of ice-cream.

Yes No Depends

31 9 10

62% 18% 20%

20% Yes No 18% 62% Depends

Interpretation: Now-a-days, the sale of ice-creams is not much affected by the seasonal changes as indicated by the above data which means the company needs to look after the supply chain throughout the year which will further enhance the companys yearly sales dramatically.

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3. Ice-cream flavor preferred most by consumers.

Vanilla Chocolate Strawberry Others

21 15 11 3

25 20 15 10 5 0 Vanilla chocolate Strawberry Others

Interpretation: The above data clearly shows that every flavour of ice-cream is in demand, so the company should emphasize on each flavour equally. Though the preference of vanilla is more in the above graph but it does not reveals that more emphasis should be given on a particular flavour of icecream and overshadowing other flavours.

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4. Type of ice-cream preferred the most by customer.

Cups Cones Sticks Others

16 16 15 3

18 16 14 12 10 8 6 4 2 0 Cones Cups Sticks Others

Interpretation: The above data reveals that the preference of different types of ice-cream being sold by the retailers is almost equal for every type. So the company should lay emphasis at every product of ice-cream which is being placed in the market.

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5. Strength of Amul ice-cream. Quality Flavour Taste Schemes Availability Supply 41 3 21 0 0 0

45 40 35 30 25 20 15 10 5 0 Quality Flavour Taste Schemes Availability Supply

Interpretation: The above data reveals a powerful point for the quality factor of the Amul ice-cream. The quality factor of the Amul ice-cream is the strongest point according to the majority of the retailers which drives the elevated sale of the ice-cream. It may be due to the backing of the Real Milk, Real Ice-cream tagline of the Amul brand which compels the retailers to support the quality factor of the Amul Ice-cream.

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6. Weakness(s) of Amul ice-cream.

Quality Flavour Taste Schemes Availability Supply

0 0 0 6 36 18

40 35 30 25 20 15 10 5 0 Quality Flavour Taste Schemes Availability Supply

Interpretation: The above data reveals availability factor as the unenthusiastic facet of the Amul ice-cream. The availability factor of the Amul ice-cream is the weakest point according to the majority of the retailers. Along with the availability factor, Supply and the Scheme factor also adversely affect the sale of the ice-creams. The retailers of Guwahati city are majorly affected by the poor supply during the peak season of sale which affect their profit margin and in turn force the retailers to approach other competitors of the Amul. So, the company should look after the supply chain matter in priority basis and in a proper manner so that the demand of the market is being fulfilled

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7. Frequency of purchasing from the distributors.

Daily Weekly Fortnightly Monthly As Per Requirement

9 19 9 0 13

20 18 16 14 12 10 8 6 4 2 0 Daily Weekly Fortnightly Monthly As per requirement

Interpretation: The frequency of purchase from the distributor by the majority of the retailers is on the weekly basis; this information reveals that there is a high demand of ice-cream in the market which should be taken into consideration by the company. Some of the retailers purchase on the basis of as per requirement which may be due to fact that ice-cream has a seasonal demand, so the purchase may be less in the off-season as compared to the season in which demand of ice-cream is more i.e., summer season.

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8. Service provided by Amul ice-cream is good.

Strongly Agree Agree Neutral Disagree Strongly disagree

0 4 23 16 4

25 20 15 10 5 0 Strongly Agree Agree Neutral Disagree Strongly Disagree

Interpretation: Most of the retailers are not enough satisfied with the services provided by the Amul, as the major difficulty suffered by them is of supply problem and the crisis has not been rectified by the company after for a long time even after continuous grievance shown by the retailers. So the company should also look after the service part which may further help to gain the market share for the case of ice-cream products.

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9. Scale of Amul ice-cream under following attributes. Very Good Price Quality Flavour Taste Sweetness Packaging Schemes Availability 38 9 1 9 0 11 0 0 Good 11 34 22 28 16 28 1 0 Average 1 7 27 13 34 11 16 11 Bad 0 0 0 0 0 0 19 24 Very Bad 0 0 0 0 0 0 3 11

40 35 30 25 20 15 10 5 0 Very good Good Average Bad Very Bad

Interpretation: The above data shows that retailers prefer the Amul ice-cream because of its low price and high quality. The retailers are not much satisfied with the Schemes and the availability of product. The other factors i.e., the sweetness, flavour and packaging is more or less earning a satisfactory point from the retailers. The important factor which should be considered by the company is Scheme and Availability which are the dominating factor sales for a FMCG company like Amul.
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10. Brand of ice-cream preferred by retailers other than Amul ice-cream. Rollick Kwality Walls Baskin Robbins Red Ribbons Vadilal Big Ones 10 13 2 6 1 10

Amul

23

10 23 13

Rollick Kwality Walls Baskin Robbins Red Ribbons Vadilal Big Ones

10 1

Amul

Interpretation: The above data reveals that 46% of the market share is on the side of Amul whereas if the data is evaluated from other side then it seems that Kwality Walls is the top notch contender of the Amul which comprises 26% of market share. Though the other brand in the market have their own share but it can be easily be transferred to the side of Amul with some promotional schemes and advertisement campaigns.

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DATA ANALYSIS FOR CUSTOMERS

1.

Kind of ice-cream preferred by customer. Branded Non- Branded 98 2

Interpretation: The above data undoubtedly reveals that, now a days customers are preffering the branded icecream over the non-branded ice-cream. This may be due to the consideration of the hygeine factor and also the preferance due to the better quality, taste and the status factors.

2.

Ice-cream flavour preferred most. Vanilla Chocolate Strawberry Others 26 40 28 6

6 26 28 Vanilla chocolate Strawberry Others

40

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Interpretation: The pie-chart reveals that all the flavours are more or less being preferred by the customers but among these, the chocolate flavour is more popular than any other flavours.

3.

Do you like to have ice-cream throughout the year.

Yes No Depends on situation

20 30 50

Interpretation: The above data reveals that people generally in the present day are willing to relish ice-cream in every season of the year which means Amul should give high priority in considering its supply chain on the regular basis throughout the year.

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4.

Frequency of purchasing ice-cream.

Daily Weekly Fortnightly Monthly

4 26 18 52

26

Daily Weekly

52

Fortnightly Occasionally 18

Interpretation: The frequency of purchase of ice-cream by the customers is generally occasional; but in the survey it is being found that the customers of age range 15-25yrs are purchasing on the frequency of weekly basis which bring to light that Amul need to refill its retail content on a weekly basis which will facilitate Amul to fulfil demand requirement from the customers.

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5.

Attribute(s) affecting buying behaviour of ice-cream. Attributes Pricing Quality Flavour Taste Sweetness Desire Fulfilment Status Symbol

26 38 28 38 4 42 8

45 40 35 30 25 20 15 10 5 0 Pricing Quality Flavour Taste Sweetness Desire Status fulfilment Symbol

Interpretation: The above data shows the buying behaviour of customer is driven by the quality and the desire fulfilment factors. Well the pricing factor cannot be ignored as because it is obvious that the customer prefer the ice-cream to fulfil their desire because of fact that ice-cream are generally of lower cost. Along with the pricing factor, taste and status symbol can also be considered to be as the other attributes which largely affect the buying activities of the customer.

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6.

Scale of Amul ice-cream under following attributes. Very Good Price Quality Flavour Taste Sweetness Packaging Schemes Availability 24 48 10 20 4 22 4 8 Good 50 36 42 56 42 32 8 18 Average 26 16 46 24 46 46 24 46 Bad 0 0 2 0 8 0 44 18 Very Bad 0 0 0 0 0 0 20 10

60 50 40 Very good 30 20 10 0 Good Average Bad Very Bad

Interpretation: The above data again demonstrate that customers prefer the Amul ice-cream because of its low price and high quality. The customers are not much satisfied with the Schemes and the availability of product. Though customers have placed the packaging of Amul ice-cream on the average side which reveals that the packaging is more or less equal to the other brand products in the market. The sweetness and the flavour of the Amul ice-cream is again being placed on the average band whereas the taste is being placed at place of good which reveals the fact that Amul is taste of India
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7.

Brand of ice-cream preferred other than Amul ice-cream.

Rollick Kwality Walls Baskin Robbins Red Ribbons Vandilal Big Ones

22 36 14 16 4 8

8 4 22 Rollick Kwality Walls Baskin Robbins Red Ribbons Vadilal 14 36 Big Ones

16

Interpretation: The above pie-chart shows that Kwality Walls is prefered next to the Amul. It is almost prefered to 36% to that of Amul. This reveals that Kwality Walls is the most nearest competitor of Amul in the ice-cream sector.

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8.

Type of ice-cream preferred most.

Cups Cones Sticks Others

30 40 26 4

4 26 30 Cones Cups Sticks Others

40

Interpretation: The above data reveals that the preference of ice-cream of different type is more or less equal to each other , the preference of cones by the customer is more but the data shows that each and every type of Amul ice- cream product is being prefered by the customer.

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3.2 SWOT ANALYSIS OF AMUL ICE CREAM

STRENGTHS Low Price High Quality Outstanding Taste

WEAKNESS Less market coverage Less Availability Less brand loyal customer in its segment Less advertisement

OPPURTUNITY Untapped rural and urban market High demand of Amul ice-cream products.

THREAT Number of increasing challengers. More number of outlets of other ice-cream brands

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CHAPTER-4

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FINDINGS:

1. The market share of Amul is 46% hence the leader of the market is Amul due to its low price and high quality. 2. The most nearby competitor of the Amul is Kwality Walls which acquires almost 26% of the market shares. 3. Customers are taking into account Kwality Walls after the Amul ice-cream. 4. Retailers seem to be satisfied with price range and the product range of Amul Ice-cream. 5. Retailers are exaggerated from a major problem of supply shortage of ice-cream. 6. Due to supply shortage, retailers are shifting from Amul to the other brands. 7. Retailers are storing the products of other brands of ice-cream in the Amul deep freezer for the reason that of short supply. 8. Most of the retailers are not satisfied with the service being employed by the Amul. 9. Retailers were trading different brands of ice-cream as they are able to receive additional margin from other brand than that from the Amul. 10. Both customer and retailers are eager to look forward for the different schemes or offers in the purchase of the Amul ice-cream.

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LIMITATIONS:This report had to work under several constraints and limitations. Some of the key limitations are: 1. The survey is limited only for some parts of the Guwahati city. 2. Time period of the project was 45 days, which may not be enough to understand the whole market. 3. Convenient sampling (for retailers) was used as the mode of conducting the research. 4. The sample size taken was small, therefore it can be said that the chosen sample is not the representative of the whole population and this hindered quantitative research. 5. The psychology and temperament of a respondent play a significant role. Some respondents are more sensitive as against others who are more tolerant. A change in the composition of the respondents can affect the answers adversely or favourably. 6. Respondents may not have been true in answering various questions and may be biased to certain other questions. 7. The questionnaire mostly contained multiple choice questions; therefore many respondents did not gave a proper thought before answering the questions, and some even ticked things, which were not applicable. Therefore, all this increased the bias. 8. The sample size of Retailers was very small and therefore response from them those not reflect the exact view because they may be biased.

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CONCLUSION: Today ice creams are equally popular among children and grown-ups. Eating ice creams have become an occasion for celebration. In India alone, the organized ice cream industry has a turnover of around Rs. 1000 Cr. and the market is witnessing a booming growth rate of 12-15% annually. Per capita consumption of ice creams in India is around 250 ml compared to 23 litres in the US, 18 litres in Australia, 14 litres in Sweden and 800 ml even in neighbouring Pakistan. This presents a huge opportunity for organized players in the ice cream industry. Today people like to spend quality time with their family outside the home. With increasing income they love to spoil themselves with a variety of choices. For any new player to enter this market, three things are critical: Decentralized manufacturing facilities Efficient cold chain Growing market

In a short span of 6 years Amul Ice Cream has become the No.1 ice cream brand in the country. It is now the only national brand and all other ice cream brands are regional. Market of Amul Ice-cream in Guwahati city is flourishing rapidly with different brands like Kwality Walls, Rollicks, Baskin Robbins, Big Ones and Vadilal. Ice-cream in the market holds an immense potential. It requires good brand and availability. In Guwahati city Amul needs to look after its Services been employed to the retailers and supply side to check the problem of short supply. Guwahati city has a huge market potential for the products of Amul Ice-cream.

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4.4 RECOMMENDATIONS

From Retailers point of view

The supply should be improved in terms of ice-creams and other products of Amul. Credit days should be extended more than a week, so that more retailers are attracted to Amul. The profit margin on ice-creams should be increased for the retailers, which in turn will stimulate other retailers to connect bond with Amul. Different schemes should be given time to time to attracted and to remind the existence of Amul in the market. The advertising like hoardings, banners should be properly used.

From customer point of view

The product should be available in all places. Customer of outside Guwahati has demanded ice-cream parlor at their native place. Different schemes and offers should be used to attracted more customers. Sitting arrangement should be made inside the parlor. The brand image of Amul is good among buyers; company should take advantage of brand image and should print ice-cream advertisements in Amul butter and Amul milk which are high selling products.

The advertising has an impact on ice-cream customer and Amul advertise should be shown in prime time. Telecom sector, print media should be properly used by Amul to publish localized advertise with theme of local festival like bihu and Durga Puja, to boost sale.

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4.5 SUMMARY The present study is conducted on Market Potential of Amul ice-cream in the retail outlets of Guwahati City under Gujarat Co-operative Milk Marketing Federation Limited, Guwahati, Assam as partial fulfilment of the requirement of the degree of Masters of Business Administration with the following objectives: 1. To study the market potential of Amul ice-cream in the Guwahati city. 2. To study the retail outlets and the number of deep freezers of Amul milk drinks and its competitors. 3. To study the distribution channel of the competitors with special emphasis on Amul dairy products in this region. 4. To find out the current sale of dairy items of Amul in different parts of Guwahati city. The research methodology adopted for the study is descriptive type of research, questionnaire method of data collection by convenience sampling and simple random sampling. A total of 150 respondents were interviewed. Primary and secondary data source were used and statistical tools like Pie charts, bar diagrams and percentage methods were used for analyzing the data. The survey resulted to accomplish the information that: Amul ice-cream is having the highest market share as compared to other ice-cream brands in the market i.e., of 46%. Amul ice-cream is having high-pitched demand in the Guwahati city. Amul in Guwahati section needs to administer its supply chain in a better manner. Amul needs to conceal more areas of Guwahati region to fulfil the requirement of customers.

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Schedule for Market Potential of Amul Ice Cream in Retail Outlets Dear Sir/Madam, I am a student of MBA ,Assam University, Silchar doing a summer training project in AMUL India, Guwahati (Gujarat Co-operative milk federation co. Ltd )on the topic of Market Potential of Amul Ice Cream in Retail Outlets in Guwahati . I request you to kindly give some precious time of yours in filling up the questionnaire and thereby extend your co-operation. I assure that the information given by you will be kept strictly confidential and used only for academic and research purpose. Thanking You, Mritunjoy Deb Dept. of Business Administration Assam University Silchar (Retailers Survey) Name: ___________________________________________________

Name of Retail Shop: ___________________________________________________ Address: _________________________

Q1. Which age group(s) prefer ice-cream the most? 10-15yrs 15-25yrs 25-35yrs 35-45yrs 45 and above

Q2. Do the change in seasons affect sale of ice-cream? Yes No Depends

Q3. Which ice-cream flavour is preferred most by consumers? Vanilla chocolate Strawberry Others____________

Q4. Which type is preferred the most? Cones Cups Sticks Others___________

Q5. What is (are) strength(s) of Amul ice-cream. Quality Flavour Taste Schemes Availability Supply

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Q6. What is (are) weakness(s) of Amul ice-cream. Quality Flavour Taste Schemes Availability Supply Q7. Frequency of purchasing from the distributors Daily Weekly Fortnightly Monthly

Q8. Service provided by Amul ice-cream is good Strongly Agree Agree Neutral Disagree Strongly Disagree

Q9. How do you scale Amul ice-cream under following attributes? Very Good Price Quality Flavour Taste Sweetness Packaging Schemes Availability Good Average Bad Very Bad

Q10. Which brand of ice-cream do you prefer other than Amul ice-cream? Rollick Vadilal Kwality Walls Big Ones Baskin Robbins Red Ribbons

Q11. Any suggestions regarding Amul ice-cream ____________________________________________________________________ ____________________________________________________________________

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Schedule for Market Potential of Amul Ice Cream in Retail Outlets Dear Sir/Madam, I am a student of MBA ,Assam University, Silchar doing a summer training project in AMUL India, Guwahati (Gujarat Co-operative milk federation co. Ltd )on the topic of Market Potential of Amul Ice Cream of Retail Outlets in Guwahati . I request you to kindly give some precious time of yours in filling up the questionnaire and thereby extend your co-operation. I assure that the information given by you will be kept strictly confidential and used only for academic and research purpose. Thanking You, Mritunjoy Deb Dept. of Business Administration Assam University Silchar (Consumer Survey) Name: ______________________________________________________________ Address: ____________________________________________________________ Occupation: _________________________ Age: (Tick on appropriate box) 10-15yrs 15-25yrs Gender: Male/Female

25-35yrs

35-45yrs

45yrs and above

Q1. What kind of ice-cream do you prefer? Branded Non-Braded

Q2. Which ice-cream flavour do you like most? Vanilla chocolate Strawberry others____________

Q3. Do you like to have ice-cream throughout the year. Yes No Depends on situation

Q4. What is your frequency of purchasing ice-cream? Daily Weekly Fortnightly Occasionally

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Q5. What attribute(s) affect your buying behaviour of ice-cream. Attributes Pricing Quality Flavour Taste Sweetness Desire Fulfilment Status Symbol (Tick your preference)

Q6. How do you scale Amul ice-cream under following attributes? Very Good Price Quality Flavour Taste Sweetness Packaging Schemes Availability Good Average Bad Very Bad

Q7. Which brand of ice-cream do you prefer other than Amul ice-cream? Rollick Vadilal Kwality Walls Big Ones Baskin Robbins Red Ribbons

Q8. Which type of ice-cream do you prefer the most? Cones Cups Sticks others___________

Q9. Would you like to continue to have Amul ice-cream in future Yes No

Q10. Any suggestions regarding Amul ice-cream ____________________________________________________________________ ____________________________________________________________________ 65

BIBLIOGRAPHY Books Referred: 1. Kothari, C.R., Research Methodology, Methods and Techniques,2nd ed, New Age International (P) Limited, 2010 2. Kotler, Philip, Keller,K.L, Koshy,A and Jha,M., Marketing Management, 13th ed, Pearson Education, 2009. Websites Referred: 1. www.amul.com/icecream/index.html 2. www.amul.com/products.html 3. www.amul.com/kurien-annual00.html 4. www.amul.com 5. http://en.wikipedia.org/wiki/Amul 6. www.scribd.com/doc/37412380/Amul-The-Taste-of-India

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