GUJARAT CO-OPERATIVE MILK MARKETING FEDERATION LTD.

To do the Gap Analysis of Amul Dairy Products and Ice-Cream

Project Mentor: Mr. Sumeet Saini Depot-In Charge Ludhiana, Punjab

Priyanka Puri, FTMBA, NMIMS , Mumbai

Objectives of The Research

To find out Amul position in Jalandhar market To identify the Reasons for not keeping Amul To know the Retailer Satisfaction Level To find out the Potential Market for Amul To find out the quantity of milk packets being sold in Jalandhar and who is the leader in this.

Research Focus
COMPANY

Our main focus of research and analysis in this report

DISTRIBUTOR

RETAILER

CUSTOMER

Research Methodology
Define the problem and research objectives

Develop the Research plan Collect the Information Analyze the Information

Present the findings

Research Conducted

It was done in three parts a) Dairy Products b) Ice-Cream c) To do feasibility analysis of Milk packets in Jalandhar City

Survey Design
Area Covered: Jalandhar City

Sample Size a) Dairy Products b) Ice-cream

: 704 :125

Research Findings

DAIRY PRODUCTS.

Customer Usage..
Customer Usage of Dairy Products
700 600 500 400 300 200 100 0 Amul Verka Britannia Companies Nestle Local Companies
Number of Outlets

Outlets doesnt have Amul

Number of Outlets does not have Amul
160 140 120 100 80 60 40 20 0 Bakery, Dhaba, Sweet Shop Hospitals

Number of Outlets

Interested Not Interested

Categories

Why not Amul????

Reasons for not keeping Amul
160 140 120 100 80 60 40 20 0

Number of outlets

Bakery, Dhaba, Sweet Shop Departmental Store Hospitals Medical Store

Margin/Self purchase

No awareness

No One Approached

Reasons

Irregular supply

No/less demand

Retailers favorite
Amul Product stock by retailers
350 300 250 200 150 100 50 0

No. Of Outlets

es e

ay

C re am

la te

te

Ko o

he

Sp r

Bu t

C he

co

C ho

ul

Am

Amul Products

Fr es

Bu t

te

rM

ilk

Potential Products
Segment Bakery, Dhaba, Sweet Shop Potential Products Amul Butter(18), Kool(12), Butter Milk(8), Chocolates(6), Condensed Milk(4)

Hospitals

Cheese, Amul Lite, Butter, Kool, Butter Milk

Departmental Store

Butter(97),Chocolate(31), Ghee(31),Kool(25), Butter Milk(18)

Medical Store

Amul Spray(28)

Inform me.
Information of schemes
200 150
Outlets

100 50 0 In time After some delay Not received at all Time lapse in tellng the schemes

Distributor 1 Distributor 2

Distribution Channel: Merchandising Material

Distribution Channel: Merchandising Material
200 150
Outlets

100 50 0 Sufficient Inadequate Merchandising Material Not Up to mark

Distributor 1 Distributor 2

Ranking of the Companies

Parameters are: Margin Quality of Product
Actual Rank

Rank of the companies: By Given Parameters

Local Company Britannia Verka Amul Mother Dairy Nestle 0 2 4 Company Name 5 6 8 1 Actual Rank 3 6 2 4

Retailer Schemes
Service Support Credit Support Advertising Support

Research Findings

ICE-CREAM.

Customer Usage..
Customer Usage of Ice-cream
Number of Outlets
250 200 150 100 50 0 Amul Kwality Walls Cream Bell Companies Mother Dairy Local Companies

Outlets doesnt have Amul

Outlets that doesnot keep Amul Ice-cream 25 20 15 Outlets 10 5 0 Interested Not Interested Supply problem

Number of Outlets
10 15 20 0 5

No One Approached Margin/Self purchase

Reasons

Why Not Amul??

Irregular supply No awareness No/less demand

Reasons for not keeping Amul

Number of Outlets

No. Of Outlets

100 80 60 40 20 0
Combo Brick Chocobar Butterscotch Cone Magic Sundae Cases

Amul Favorite

Amul Product stock by retailers

Amul Products

Pizza

Paneer

Milk Consumption: Jalandhar City

Milk Consumption
30000
Number of litres

25000 20000 15000 10000 5000 0 Verka Super Baba Metro No. of Companies Litres

Comparison of Margin
Comaprison of Margin
30 25 20 15 10 5 0 Verka Super Baba Metro No. of Companies Margin

Margin

Recommendation: Dairy Products

To target 230 Outlets which are Interested in keeping Amul Products Then try to curb the 140 outlets ( Not Interested) Salesperson should make retailer educated about Amul products. Distributors should not enter into each other areas. A little strictness for Distributors. Better utilization of resources Local Visibility Celebrations should come into more focus.

Recommendation: Dairy Products

a) b) c) d) e) f) g) h) To Target these areas: Baba Laab Singh Nagar Dhan Mohalla Quilla Mohalla Mohalla Karakha Model house Makdoom Pura Kapurthala Road Kabir Nagar

Recommendation: Ice-cream
a) b) To cover major areas like Hotels Schools almost 20 To provide a regular supply To have a joint venture with a particular Eatable Joint like Crme- Bell with Pizza Hut. A system to find a new outlet every week.

Recommendation: Milk Pouches

A little margin more than Verka Retailers are not happy with the Security System.

THANK YOU

Acknowledgement
Mr. Sumeet Saini, Depot-In-charge, Ludhiana Mr. Sunil Soni, Mr. Ajmer Thakur,Distributor (Icecream)