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A Project Report on Marketing Strategies on Comparative Analysis of Amul Mithai mate as compare of Nestle Milkmaid.

A Project Report on Marketing Strategies on Comparative Analysis of Amul Mithai mate as compare of Nestle Milkmaid.

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  • 1. A Project Report on Marketing Strategies on Comparative Analysis of Amul Mithai mate as compare of Nestle Milkmaid “GUJARAT CO-OPERATIVE MILK MARKETING FEDERATION LTD. Submitted in Partial fulfillment of the requirements for the award of Degree Master of Business Administration (MBA) BY ABHISHEK GUPTA Dr. C.V.RAMAN UNIVERSITY KARGIROAD KOTA, BILASPUR Batch: 2012-2014
  • 2. A STUDY ON Marketing Strategies on Comparative Analysis of Amul Mithai mate as compare of Nestle Milkmaid “GUJRAT CO-OPERATIVE MILK MARKETING FEDERATION LTD. Submitted in Partial fulfillment of the requirements for the award of Degree Master of Business Administration (MBA) Dr. C.V.RAMAN UNIVERSITY KARGIROAD KOTA, BILASPUR Batch: 2012-2014 GUIDED BY Mr- VIVEK BAJPAI H.O.D. (DEPARTMENT OF MANAGEMENT) Dr. C.V.RAMAN UNIVERSITY BILASPUR (C.G.) SUBMITTED BY ABHISHEK GUPTA STUDENT Dr. C.V.RAMAN UNIVERSITY BILASPUR (C.G.)
  • 3. CERTIFICATE This is to certify that the project report on Marketing Strategies on Comparative Analysis of Amul Mithai mate as compare of Nestle Milkmaid done by ABHISHEK GUPTA Submitted in the partial fulfillment of the requirement for the award of the degree of MASTER OF BUSINESS ADMINISTRATION.
  • 4. GUIDE CERTIFICATE This is to certify that Mr. Abhishek Gupta is a Regular Student in MBA subject Management of Dr. C.V.Raman University, has completed this dissertation entitled “Marketing Strategies on Comparative Analysis of Amul Mithai mate as compare of Nestle Milkmaid” under my supervision in session 2013-2014 GUIDED BY Mr- VIVEK BAJPAI H.O.D. (DEPARTMENT OF MANAGEMENT) Dr. C.V.RAMAN UNIVERSITY BILASPUR (C.G.)
  • 5. DECLERATION I Abhishek Gupta have completed the Report of Marketing Strategies on Comparative Analysis of Amul Mithai mate as compare of Nestle Milkmaid, under the guidance of Mr. Nitish Ojha in the partial fulfillment of the requirement for the award of MASTERS OF BUSINESS ADMINISTRATION Amul Bilaspur. This is original piece of work which has not been copied. ( ) Signature of the student
  • 6. ACKNOWLEDGEMENT With immense pleasure, I would like to present this project report for AMUL “GUJRAT CO-OPERATIVE MILK MARKETING FEDERFATION. It has been an enriching experience for me to undergo my summer training at AMUL, which would not have possible without the goodwill and support of the people around. As a student of Dr. C.V.RAMAN UNIVERSITY KARGIROAD KOTA BILASPUR, I would like to express my sincere thanks to all those who helped me during my practical training programme. Words are insufficient to express my gratitude toward Mr. Nitish Ojha, the Depo Incharge of AMUL Bilaspur. who helped me at every step whenever needed. At last but not least my grateful thanks is also extended to Prof. Vivek Bajpai (Head Of Department of Management) and my thanks to all my faculty members for the proper guidance and assistance extended by them. I am also grateful to my parents, friend to encourage & giving me moral support. However, I accept the sole responsibility for any possible error of omission and would be extremely grateful to the readers of this project report if they bring such mistakes to my notice. Above all, I would like to thank the Almighty God without whom this work could never have been completed. ABHISHEK GUPTA
  • 7. PREFACE Today the business environment is rapidly changing in this competitive environment the popular trend is also striving for maintaining its positions therefore it become essential for the companies that they should know about their preference & taste. Regarding a particular product it is of almost necessary to know the consumers satisfaction to the value offered by the company in case of dissatisfactory result it is essential to as certain whether the dissatisfaction is for entire product or part of it is and what value do the consumers expect from it? The research will provide the relevant information to the organization about consumer’s attitude towards there products & services. The research work is sincere effort to find out the ultimate requirement of consumers for the betterment of research as well as the organization. In today’s globalize world, where cutthroat competition is prevailing in the market, theoretical knowledge is not sufficient. Beside this one need to have practical knowledge, which would help an individual in his/her carrier activities and it is true that “Experience is best teacher”.
  • 8. EXECUTIVE SUMMARY The main objective of summer training was given by the Management of Amul. The objective was “Marketing Strategies on Comparative Analysis of Amul Mithai mate as compare of Nestle Milkmaid,” I started my summer training on 1st of June. And during summer training I had to report at the organization at sharp 10:30am and was asked to work till 5:00 pm. First 15 days I spent on various marketing activities like I had visited near about 350 retail shops to know there view & consumer behaviour towards Amul Products. And also collects detail about the competitors there offers & profit margin. And then at last I worked with questionnaire a sample size of 100 respondents was taken for the study whose responses were studied and interpreted .The sampling design was used convenience sampling. The process of analysis was done through excel work sheets. During the preparation of questionnaire I faced difficulties regarding the selection of questions and in collection of the data I found some difficulties like the customers had no time to give. There is one thing that I have found that the peoples working at AMUL are very much helpful in all areas. Every time they come to me and told me that they are available at any time for me for anything, which really boost me and motivates me towards my goal and objectives. The culture of AMUL is very much friendly. I completed my project on 20 August & during the project I have achieved my all objectives of my project.
  • 9. LIST OF CONTENTS CHAPTER 1 INTRODUCTION 1.1 What is market.................................................................1 1.2 Amul Evalution of Market Strategy2 CHAPTER 2 REVIEW OF LITRATURE 2.1 Company History.........4-8 2.2 Awards…………...9 2.3 Contests9 2.4 Plants10-11 2.5 Board Members ................................................................................12 2.6 Amul Relief Trust13 2.7 Organization of Amul14 2.8 Amul Parlous15 2.9 Mission & Vision16 2.10 Amul in Aboard............................................................................ 17 2.11 Products.....................................................................................18-20 2.12 Product Portfolio21 2.13 Marketing segmentation22-24 2.13.1 Customer Based 2.13.2 Market Based 2.14 Taste of Competition................................................................25-36 2.15 Market analysis & Type of industry...............................................37 2.16 Product Analysis38 2.17 4 PS................................................................................................39 2.18 3 C s....41 2.19 Consumer behavior & Customer Satisfaction43 2.20 Consumer behavior & Marketing Management43
  • 10. 2.21 Diversity of Consumer behavior.................................................... 44 2.22 Concept & Need For Studying Consumer behavior44 2.23 Consumer Decision Making Process45 2.24 Factor Influencing Buying behavior45 CHAPTER 3 RESEARCH METHODOLOGY 3.1 Research Methodology...........…........................................................47 3.2 Objective Of Research .......................................................................47 3.3 Research & Sampling Design............................................................48 3.4 Place Of Study...................................................................................49 3.5 Source Of Data...................................................................................50 3.6 Analysis Technique ...........................................................................50 3.7 Sampling.............................................................................................51 3.8 Field work- method used for data collection.....................................51 3.9 Marketing Research & Defination................................................... 52 3.10 Steps Involving In Marketing Research......................................... 52 CHAPTER 4 DATA ANALYSIS & INTERPRETATION 4.1 DATA ANALYSIS AND INTERPRETATION ……………....57-72 CHAPTER 5 FINDINGS, SUGGESTION, LEARNINGS AND CONCLUSION 5.1 Findings.....................74 5.2 Suggestions........75 5.3 Learning’s........................................................................................76 5.4 Conclusion........................................................................................77
  • 11. CHAPTER 6 SWOT ANALYSIS 6.1 Swot Analysis............................................................................79-80 ANNEXURE BIBLIOGRAPHY
  • 12. CHAPTER 1 INTRODUCTION
  • 13. 1 INTRODUCTION 1.1 What is Market ? Usually, Market means a place where buyer and seller meets together in order to carry on transactions of goods and services. But in Economics, it may be a place, perhaps may not be. In Economics, market can exist even without direct contact of buyer and seller. This fact can be explained with the help of the following statement. Marketing Strategy Marketing Strategy is defined by David Aaker as a process that can allow an organization to concentrate its resources on the optimal opportunities with the goals of increasing sales and achieving a sustainable competitive advantage. Marketing strategy includes all basic and long-term activities in the field of marketing that deal with the analysis of the strategic initial situation of a company and the formulation, evaluation and selection of market-oriented strategies and therefore contribute to the goals of the company and its marketing objectives.
  • 14. 2 1.2 Amul - Evolution of Marketing Strategy Amul is the largest co-operative movement in India and as the country's largest food company, is the market leader in butter, whole milk, cheese, ice cream, dairy whitener, condensed milk, saturated fats and long life milk. Amul follows a unique business model, which aims at providing 'value for money' products to its consumers, while protecting the interests of the milk-producing farmers who are its suppliers as well as its owners. In butter, cheese and saturated fats, Amul has remained the undisputed market leader since its inception in 1955, by offering quality products at competitive prices. In other categories, Amul has nullified its late mover disadvantage through aggressive pricing, better quality, innovative promotion, and superior distribution.
  • 15. CHAPTER 2 REVIEW OF LITRATURE
  • 16. 4 2.1 COMPANY HISTORY In the year 1946 the first milk union was established. This union was started with 250 liters of milk per day. In the year 1955 AMUL was established. In the year 1946 the union was known as KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS’ UNION. This union selected the brand name AMUL in 1955. The brand name Amul means “AMULYA”. This word derived form the Sanskrit word “AMULYA” which means “priceless”. A quality control expert in Anand had suggested the brand name “AMUL”. Amul products have been in use in millions of homes since 1946. Amul Butter, Amul Milk Powder, Amul Ghee, Amulspray, Amul Cheese, Amul Chocolates, Amul Shrikhand, Amul Ice cream, Nutramul, Amul Milk and Amulya have made Amul a leading food brand in India. (The total sale is Rs. 6 billion in 2005). Today Amul is a symbol of many things like of the 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 have a proven model for dairy development (Generally known as “ANAND PATTERN”). In the early 40’s, the main sources of earning for the farmers of Kaira district were farming and selling of milk. That time there was high demand for milk in Bombay. The main supplier of the milk was Polson dairy limited, which was a privately owned company and held monopoly over the supply of milk at Bombay from the Kaira district. This system leads to exploitation of poor and illiterates’ farmers by the private traders. The traders used to beside the prices of milk and the farmers were forced to accept it without uttering a single word. However, when the exploitation became intolerable, the farmers were frustrated. They collectively appealed to Sardar Vallabhbhai Patel, who was a leading activist in the freedom movement. Sardar Patel advised the farmers to sell the milk on their own by establishing a co-operative union, Instead of supplying milk to private traders. Sardar Patel sent the farmers to Shri Morarji Desai in order to gain his co-operation and help. Shri Desai held a meeting at Samarkha
  • 17. 5 village near Anand, on 4th January 1946. He advised the farmers to form a society for collection of the milk. These village societies would collect the milk themselves and would decide the prices at which they can sell the milk. The district union was also form to collect the milk from such village co-operative societies and to sell them. It was also resolved that the Government should be asked to buy milk from the union. However, the govt. did not seem to help farmers by any means. It gave the negative response by turning down the demand for the milk. To respond to this action of govt., the farmers of Kaira district went on a milk strike. For 15 whole days not a single drop of milk was sold to the traders. As a result the Bombay milk scheme was severely affected. The milk commissioner of Bombay then visited Anand to assess the situation. Having seemed the condition, he decided to fulfill the farmers demand. Thus their cooperative unions were forced at the village and district level to collect and sell milk on a cooperative basis, without the intervention of
  • 18. Government. Mr. Verghese Kurien showed main interest in establishing union 6 who was supported by Shri Tribhuvandas Patel who lead the farmers in forming the Cooperative unions at the village level. The Kaira district milk producers union was thus established in ANAND and was registered formally on 14th December 1946. Since farmers sold all the milk in Anand through a co-operative union, it was commonly resolved to sell the milk under the brand name AMUL.
  • 19. Moreover the Amul union has achieved the prestigious ISO 9001-2000 and HACCP Certificate and effects are got to obtain ISO 14000.
  • 20. 7 At the initial stage only 250 liters of milk was collected everyday. But with the growing awareness of the benefits of the cooperativeness, the collection of milk increased. Today Amul collect 11 lakhs liters of milk everyday. Since milk was a perishable commodity it becomes difficult to preserve milk flora longer period. Besides when the milk was to be collected from the far places, there was a fear of spoiling of milk. To overcome this problem the union thought out to develop the chilling unit at various junctions, which would collect the milk and could chill it, so as to preserve it for a longer period. Thus, today Amul has more than 150 chilling centers in various villages. Milk is collected from almost 1073 societies. With the financial help from UNICEF, assistance from the govt. of New Zealand under the Colombo plan, of Rs. 50 millions for factory to manufacture milk powder and butter was planned. Dr.Rajendra Prasad, the president of India laid the foundation on November 15, 1954. Shri Pandit Jawaharlal Nehru, the prime minister of India declared it open at Amul dairy on November 20, 1955.
  • 21. 8 PEOPLE POWER: Amul's secret of success The system succeeded mainly because it provides an assured market at remunerative prices for producers' milk besides acting as a channel to market the production enhancement package. What's more, it does not disturb the agrosystem of the farmers. It also enables the consumer an access to high quality milk and milk products. Contrary to the traditional system, when the profit of the business was cornered by the middlemen, the system ensured that the profit goes to the participants for their socio-economic upliftment and common good.Looking back on the path traversed by Amul; the following features make it a pattern and model for emulation elsewhere. AMUL HAS BEEN ABLE TO: Produce an appropriate blend of the policy makers farmers board of management and the professionals: each group appreciating its rotes and limitations, Bring at the command of the rural milk producers the best of the technology and harness its fruit for betterment. Provide a support system to the milk producers without disturbing their agroeconomic systems, Plough back the profits, by prudent use of men, material and machines, in the rural sector for the common good and betterment of the member producers Even though, growing with time and on scale, it has remained with the smallest producer members. In that sense. Amul is an example par excellence, of an intervention for rural change.
  • 22. 9 2.2 AWARDS • GCMMF has bagged award for excellent performance in exports of dairy products for the year 2006-07 from APEDA. GCMMF has won the award for 11th time. • Amul Pro-Biotic Ice-cream Got No. 1 Award At World Dairy Summit 2007. • Ramkrishna Bajaj National Quality Award-2003. • Amul - The Taste of India receives International CIO 100 Award for Resourcefulness. • Rajiv Gandhi National Quality Award–1999 • G.B.Birla award on 1999 • “Best Productivity” awarded for the second successive year 1986-87 by the president of India, Mr. R. Venkatrao to kaira union on 1988. • “Padmabhusan” award given to Shri T.K. Patel on 1964 2.3 CONTEST Amul Music ka Maha MuQQabala 2009-10 Contest Amul Star Voice of India Amul Chief Of the Year, 2009 Contest Amul Maharani contest ,2008-09 Amul Food Festival Contest Slogan Likho Disneyland Dehko Contest Amul Fly To Bangkok Contest
  • 23. 10 2.4 PLANTS First plant is at ANAND, which engaged in the manufacturing of milk, butter, ghee, milk powder, flavored milk and buttermilk. Second plant is at MOGAR, which engaged in manufacturing chocolate, nutramul, Amul Ganthia and Amul lite.
  • 24. 11 Third plant is at Kanjari, which produces cattelfeed
  • 25. . Fourth plant is at Khatraj, which engaged in producing cheese. Today, twelve dairies are producing different products under the brand name Amul. Today Amul dairy is no. 1 dairy in Asia and no. 2 in the world, which is matter of proud for Gujarat and whole India.
  • 26. 12 2.5 BOARD MEMBERS Shri Vipulbhai M. Choudhary Shri Dhirubhai Amarsinh Zala Smt. Mansinh Kohyabhai Chauhan Shri Maganbhai Gokalbhai Zala Shri Shivabhai Mahijibhai Parmar Shri Pravinsinh Fulsinh Solanki Shri Chandubhai Madhubhai Parmar Shri Bhaijibhai Amarsinh Zala Shri Bipinbhai Manishankar Joshi Smt. Sarayuben Bharatbhai Patel Shri Ranjitbhai Kantibhai Patel Shri B. M. Vyas Shri Deepak Dalal Shri R.S. Sodhi Chairman Director Director Director Director Director Director Director Director Director Director Managing Director G.C.M.M.F District Registrar Managing Director
  • 27. 13 2.6 AMUL RELIEF TRUST A devastating earthquake (Richter scale – 7.9) hit Gujarat on 26th January 2001. The epicenter of the quake was located in Kutch district. It caused death of thousands of people, tens of thousands were injured, hundreds of thousands were rendered homeless and damage of billions of Rupees was done. GCMMF formed a specific organization named “Amul Relief Trust” (ART) under the Chairmanship of Dr. V. Kurien in 2001 with a donation of Rs. 50 Millions for reconstruction of the school buildings damaged in the 2001 earthquake in the Kutch area. The Trust reconstructed 6 schools damaged by the above earthquake at a cost of Rs. 41.1 millions in Kutch area. Four of these schools started refunctioning from the last two academic sessions and the other two schools from the current session. A school reconstructed by Amul Relief Trust in the earthquake affected Ratadia Village in Mundra Taluka of Gujarat and a school reconstructed by Amul Relief Trust in the earthquake affected Devpar Village in Mandvi Taluka of Gujarat.
  • 28. 14 2.7 ORGANIZATION OF AMUL Members : 13 district cooperative milk producers' Union No. of Producer Members : 2.79 million No. of Village Societies : 13,328 Total Milk handling capacity : 11.22 million litres per day Milk collection (Total - 2012-13) : 3.05 billion litres Milk collection (Daily Average 2012-13): 8.4 million litres Milk Drying Capacity : 626 Mts. per day Cattlefeed manufacturing Capacity : 3500 Mts per day 15 2.8 AMUL PARLOUR
  • 29. Amul has recently entered into direct retailing through "Amul Utterly Delicious" parlours created in major cities Ahmedabad, Bangalore, Baroda, Delhi, Mumbai, Hyderabad and Surat. Amul has plans to create a large chain of such outlets to be managed by franchisees throughout the country. We have created Amul Parlours at some prominent locations in the country, which are run by the company or its wholesale dealers: 1. Delhi Metro Rail Corporation 2. The Somnath Temple 3. National Institute of Design 4. Infosys Technologies in Bangalore, Mysore & Pune 5. Wipro campus in Bangalore 6. L.J. College, Ahmedabad 7. Ahmedabad Airport 8. Surat Municipal Corporation 9. Gujarat State Road Transport Corporation 10. Jubilee Mission Medical College, Trichur, Kerala 11 Sanjay Gandhi Hospital Parlours, Amethi
  • 30. 16 2.9 MISSION & VISION Vision: Liberate our farmers from economic oppression and lead them to prosperity. Mission 2020: Dairy cooperatives of Gujarat turnover of Rs. 27000 crores by the year 2020 Objective: Is to ensure that the maximum share of the consumer’s rupee goes back to the milk producers
  • 31. 17 2.10 AMUL IN ABROAD Amul is going places. Literally. After having established its presence in China, Mauritius and Hong Kong, Gujarat Cooperative Milk Marketing Federation (GCMMF), India’s largest milk cooperative, is waiting to flood the Japanese market. Then, GCMMF is also looking at Sri Lanka as one of its next export destinations. Amul products are already available on shelves across several countries, including the US, China, Australia, West Asian countries and Africa. GCMMF recorded a turnover of Rs 2,922 crore last fiscal. Its products include pouch milk, ultra heat treated (UHT) milk, ice-cream, butter, cheese and buttermilk. It is India's largest exporter of Dairy Products. It has been accorded a "Trading House" status. GCMMF has received the APEDA Award from Government of India for Excellence in Dairy Product Exports for the last 11 years. Amul is available today in over 40 countries of the world. They are exporting a wide variety of products. The major markets are the US, West Indies, countries in Africa, the Gulf region, and our Saarc neighbours, Singapore, Philippines, Thailand, Japan and China. They have demonstrated that if a level playing field is granted, Indian dairy products are successful in the global market. Growth in consumer pack exports has been creditable and they have consolidated their exports. The major export products are: 1 Consumer Packs 7 Amul Malai Paneer 2 Amul Pure Ghee 8 Amul UHT Milk (Long Life) 3 Amul Butter 9 Amul Gold Milk 4 Amul Shrikhand 10 Amul Taaza Double Toned Milk 5 Amul Mithaee Gulabjamun 11 Amul Taaza Double Toned Milk 6 Nutramul Brown Beverage 12 Amul Taaza Double Toned Milk
  • 32. 18 2.11 AMUL PRODUCTS For Coocking : Amul Mithai mate, Amul/Sagar Pure Ghee, Coocking butter, Amul Malai, Utterly delicious pizza, Mithi Dahi, Pro-boitic dahi, Bread Spreads : Amul butter,Amul lite ,Delicious Table Margarine, Powder Milk : Amul spray infact milk,Amul instant full cream milk powder,Amul dairy whitner,Sagar Tea coffee whitener,Sagar skimmed milk powder
  • 33. 19 Cheese : Amul Pasteurized, Amul Cheese, Amul Cheese Spreads, Amul Emmwntal Cheese, Amul Pizza Mozzarella Cheese, Gouda Cheese. Desserts : Amul Ice Creams,Amul Shrikhand, Gulab Jamuns,Amul Chocalates,Amul Basundi. Fresh Milk : Amul fresh milk,Amul gold milk ,Amul Taaza double toned milk,Amul lite slim &trim milk,Amul shakti cream toned milk,Amul Calci+,Amul butter
  • 34. 20 Health Drink : Nutramul, Amul Shakti Health food drink Milk Drinks : Amul Kool Millk Shaake, Amul Kool ,Amul Kool Cafe, Kool Koko, Nutramul Energy Drink, Amul Kool Chocolate Milk, Amul Kool Flavoured Bottled Milk, Amul Kool Flavored Tetra Pack, Amul Masti Spiced Buttermilk, Amul Lassee Amul Kool Thandai
  • 35. 21 2.12 AMUL – PRODUCT PORTFOLIO Category Market Share Market Position Butter, Ghee 85% 1 Milk Powder 40% 1 Cheese 50% 1 Ice-cream 24.75% 2 Sweets 50% 1 Chocolate Drink 90% 1 Chocolate 10% 3
  • 36. 22 2.13 MARKET SEGMENTATION 2.13.1 Customer Based Market Segmentation Kids Amul Kool Chocolate Milk Nutramul Energy Drink Amul Kool Millk Shaake Women Amul Calci + Youth Utterly Delicious Pizza Amul Emmental Cheese Amul Cheese Spreadsv Calorie Conscious Amul Lite Sagar Skimmed Milk Powder Amul Lite Slim and Trim Milk Health Conscious Nutramul Amul Shakti Health Food Drink
  • 37. 23 2.13.2 Industry Based Market Segmentation Ice-cream Manufacturers Restaurant/Food Chains Coffee Shop Chains Milk Temples Bakery & Confectionaries Pizza Retailers Snacks Retailers Butter/Cheese/Ghee/Sweets
  • 38. 24
  • 39. 25 2.14 TASTE OF COMPETITION • BNZFL is a joint venture between Britannia Industries Ltd. and the Fonterra Cooperative Group, New Zealand, a dairy cooperative group. • The company focuses entirely on the dairy business, with cheese being its flagship product. The other products it sells are dairy whiteners, butter, ghee (Indian clarified butter) and a malt drink- Anlene. All products are marketed under the 'Britannia MilkMan' brand. • Its turnover in 2005-2006 is US$ 24 million with about 50% coming from processed cheese, 30% from the dairy whitener and the remaining 20% from butter and ghee sales.
  • 40. 26 • BNZF only sells in the processed cheese segment and has five variations of processed cheese in the market, besides a cheese dip product. Over half of the company's revenues come form the processed cheese segment. • BNZF cheese is priced at a premium in the market, one reason being that the cheese is sourced from cow's milk (unlike Amul that sources its cheese from buffalo milk). • Cheese products: Cheese cubes, Cheese singles (regular and Slim variants), Britannia Milkman Malai Chaska- a soft, fresh and creamy ‘dairy spread,’ which has a mild, tangy taste, Britannia cheese spread in different flavors like Masala Herbs, Spicy Cilantro, Peppy Pepper etc., and Pizza cheese.
  • 41. 27 • Britannia Flavored Milk in tetrapaks are popular. Other products in the milk range include products like Sweet Lassi (buttermilk) and Cold Coffee in 200 ml tetrapaks. The Lasssi is priced at Rs. 10 while the Cold Coffee is priced at Rs. 12. • The firm has also entered the fresh pasteurized milk market, dominated by Government-owned milk marketers • The firm has started supplying dresh paneer (cottage cheese) in and around Delhi, the national capital. • The firm also has in its portfolio Daily Fresh Dahi (curd) and has just launched Low fat Dahi in 2008
  • 42. 28 • Besides focusing on competitive pricing, BNZF has adopted a three-pronged strategy of freshness (lower pipeline stock), availability (improve distribution network) and visibility (more shelf space at modern trade). • It recently entered some fresh milk markets, such as Delhi and Kolkata, where GCMMF does not have a presence. It is concentrating on just 30 cities, and that too through select class A & B outlets, for butter and cheese. It is not playing the national game with GCMMF. • Being No 2in the butter and cheese market afterAmul which holds more than 86% (combined butter & cheese market) it should be following Offense strategy by attacking the strengths of Amul cheese market.
  • 43. 29 • Nestlé India is a subsidiary of Nestle S.A., world's biggest food company and a leading Swiss giant. • Nestle India's business can be broadly classified into four categories ---milk products and nutrition (infant mixes, yoghurt, milk), prepared dishes and cooking aids, beverages (coffee and malted drinks) and chocolate and confectionary. • Company has a wide presence across India with its portfolio of strong brands Nescafe,mggi,Milkybar,Milo,KitKat,Barone,Polo,Munch,Milkmade,Nestea, Nestle Milk, Nestle Fresh 'n' Natural Dahi and NESTLE Jeera Raita The company is focused on growing its market share through renovation and innovation of its existing brands in India.
  • 44. 30 Nestle Dairy whitener • The loose milk market is estimated to be around Rs470 billion, the processed milk market is only Rs 10000 crores. Milk powder market is only 7% of the whole milk market. • There are two types of milk powders a. Whole milk powder b. Skimmed milk powder. Everyday is a major player in the Dairy whitener category that is a part of the skimmed milk category. The dairy whiteners are used for tea making.
  • 45. 31 • Wants to give GCMMF competition across the entire dairy line. Will be busy protecting the dominance of its Cerelac and Milkmaid brands, against the impending price-led onslaught from GCMMF's Amul Infant Milk Substitute and Mithai Mate, which will now be produced from a spanking new 8,000 tonne a year facility at Mehsana. • Nestle India has access to its Switzerland-based parent, Nestle SA's investments (global expenditure was Rs 6,500 crore in 2007) in research and development and advanced technology for foods and beverages • Likewise, Nestle Fresh ‘N' Natural Slim Dahi (fat free), Nestle Milkmaid Fruit Yoghurt (fat free with real fruits), Nestle Nesvita (fat free with probiotics, for healthy digestion), Nestlé Cerelac Stage 4 and Nestlé Nan with DHA (both infant foods) were also launched.
  • 46. 32 • Cadbury Schweppes is the No.1 confectionery and third largest soft drinks company in the world. We manufacture, market and distribute branded chocolates, confectionery and beverages that bring smiles to millions of consumers across 180 countries • Cadbury India began its operations as a trading concern in 1947. The company today employs nearly 2000 people across India. • Currently Cadbury India operates in three sectors viz. Chocolate Confectionery, Milk Food Drinks and in the Candy category. • In the Chocolate Confectionery business, Cadbury has maintained its undisputed leadership over the years and has market share of over 70% - the highest Cadbury brand share in the world! Some of the key brands are Cadbury Dairy Milk, 5 Star, Perk, Éclairs, Temptations and Celebrations.
  • 47. 33 • In the Milk Food drinks segment our main product is Bournvita - the leading Malted Food Drink (MFD) in the country. • Similarly in the medicated candy category Halls is the undisputed leader. • We recently entered the gums category with the launch of our worldwide dominant bubble gum brand Bubbaloo. Bubbaloo is sold in 25 countries worldwide.
  • 48. 34 • Since 1965 Cadbury has pioneered the development of cocoa cultivation which gives it a strong unbending foundation in chocolates segment in India. • Being the market leader it follows the Defense strategy. • It re-launched three brands: 5 Star, Gems, and Bournvita recently. It is looking at its strategy afresh to gain a toehold in the sugar confectionery market, and to reduce its traditional dependence on chocolates.
  • 49. 35 • Unilever, the major shareholder in HLL, is the world's largest ice-cream company selling in more than 80 countries (could be more, by now), mainly under the brand name Walls. • The Rs 1,200-crore branded ice creams sector is dominated by HLL with 37% market share followed by Amul with 27% market share. • With a growth in sales of nearly 40 per cent in 2006 and with HLL making profits in the category for the second year in succession, the company is bullish. The market potential is huge, with ice cream consumption in the country very niche, at around 500 ml per capita, compared with 2-4 litres in Singapore and an eye-popping 25 litre in the US.
  • 50. 36 • The strategy of promoting Kwality Walls as an umbrella brand for its ice creams, rather than a product-driven promotion, has helped to build the brand well. • The FMCG major's ice-cream business eliminated several stock-keeping units, rationalised manufacturing infrastructure and brought its focus down to six mainline cities only, where 60 per cent of the ice-cream market exists. • It is also planning to extend Unilever’s retail brand ‘Kwality Walls Swirls’ parlors in accordance with the growing number of shopping malls in India. • Sailesh Venkatesan, category head, Ice Creams, HLL said: “Our growth will be driven by increasing the availability and offering innovative products at affordable price points.
  • 51. 37 2.15 MARKET ANALYSIS & TYPE OF INDUSTRY Market share of Amul butter is around 86% Market presence – available in over 500,000 retail outlets across India. Amul butter is made from- butter, common salt, permitted natural color (annatto) Amul comes under FMCG sector. Market presence Demographics Age- from 5 yrs – 80 yrs. Sex - No bar Income - low to high Occupation -Any sector (not necessary) Education - Lower to higher Psychographics Personality - No discrimination. Life style - a basic normal life to high class living std Buying Motives -It is generic with butter category, renowned butter available in market, loved by all consumers.
  • 52. 38 2.16 PRODUCT ANALYSIS Product Specification- Meets AGMARK standards and BIS specifications. No.IS:13690:1992. Product personality- It is a unisex product. USP- is its taste. Amul butter is made from fresh cream by modern continuous butter making machines.(purely vegetarian) Product life cycle stage Amul butter is in its Maturity stage, as it is the most profitable stage and definitely Amul butter is making huge profits as it dominates the market with an overall share of 86%. The sale is definitely increasing but at a slower pace, has a very strong Brand awareness and advertising expenditure thus reduced.
  • 53. 39 2.17 4 PS PRODUCT •Create awareness about its different brands thereby enabling the customer to differentiate between its various brands. •Copy-write the packaging design to preserve the distinguishing identity barring competitors from imitating the same. •Introduction of larger volume pouches in line with economy packs to provide large scale buyers price benefits. •Different shaped pouches for its products for easy identification, e.g. Square shaped pouch for Amul Tazaa, rectangular shaped for Amul Gold, etc. PLACE Place refers to marketing activities that make products available to consumers at the right time in a convenient location. It is the process of moving products from the producer to the consumer, which may involve several steps and the participation of multiple. AMUL has developed federation and AMUL parlors located in several part of country. The GCMMFhandles the works relating to managing of stocks and distributors in country. Thus GCMMF look after the disbursement of product to the various marketing channels.
  • 54. 40 PRICE It is the value, usually in monetary terms that sellers ask for in exchange for the products they are offering. Pricing and product image are closely related. Customers will pay a higher price for well – known, well –regarded products, partly because of the image created through advertising and other promotions. This includes list price, discount, allowance, and credit terms. The prices of products of AMUL are also decided by the GCMMF. The GCMMF conducts the market survey to check the validity and feasibility of prices in the market and accordingly decides the prices of AMUL products. However, the price is inclusive of several elements like, • Cost of product. • Processing cost. • Packaging cost. • Advertising cost. • Transportation cost. • Sales promotion costs • Taxes etc. The GCMMF considers all these cost aspects and set them up in pricing structure to decide the selling price of milk and milk products. PROMOTION Place refers to marketing activities used to communicate positive, information about an organization, its products and activities to directly or indirectly expedite exchanges in target market. It includes a variety of techniques including advertisement, sale promotion, public relation and personal selling that are used to communicate with customers and potential customers. AMUL promotes its products through newspaper, T.V.; hoarding etc. television is the best media for advertising. The GCMMF however uses hoarding for advertising in local areas. Hoarding designed on the creative basis attract the customer more.
  • 55. 41 2.18 3 CS Defending against Mahananda, Vijay, Milma & other co-operative milk brands Aggressive moves against Britannia, Nestle, Mother Dairy and Kwality Largest milk brand in Asia More than 30 dairy brands Market leader in ghee & butter Very strong supply chain Enjoys Fine reputation Quality with Affordability Customers extremely satisfied Moved from loose milk to packaged milk Ready to try more products Improved socio-economic conditions
  • 56. CONSUMER BEHAVIOUR
  • 57. 43 2.19 CONSUMER BEHAVIOUR AND CUSTOMER SATISFACTION  It is defined as all psychological, social and physical behavior of potential customers as they become aware, evaluate, purchase, consume, and tell to others about product and services.  Buying behavior involves both individual ( psychological) and group process. o Buyer behavior is reflected from awareness right through post purchase evaluation indicating satisfaction and non satisfaction , from purchaser o Buyer ehavior includes communication, purchasing and consumption behavior o Consumer behavior is basically social in nature hence the social factors play important roles in shaping buying behavior Buyer behavior includes both customer and industrial behavior “Hence consumer behavior is an orderly process whereby the consumer interacts with the environment for making a purchase decision on products” 2.20 CONSUMER BEHAVIOR AND MARKETING MANAGEMENT Marketing managements work around consumers which is actually the market for them  Understanding their behavior is very vital in every segment to plan marketing activities accordingly.  Both industrial and individual customers are vital in marketing management
  • 58. 44 2.21 DIVERSITY OF CONSUMER BEHAVIOR  customer and consumer words are referred as synonyms but the difference exists  customer - the purchaser of product or service , may or may not be the end user  consumer- the end user , may or may not be the purchaser  new age of business demands differentiation of customers by individual differences in consumer expectations, preferences and influences.  Firms need to go into deep of consumer behavior to analyze and act to achieve objectives 2.22 CONCEPT & NEED FOR STUDYING CONSUMER BEHAVIOR Consumer behavior can be said to be the study of how individual make decision on how to spend their available resources (time, money, effort) on various consumption related items. This simple definition of consumer behavior tells the markets to resolve every activity around the ultimate consumers & gauge their behavior by specially focusing on:  Who buys products or services?  How do they buy products or services?  Where do they buy them?  How often they buy them?  Why do they buy them?  How often they use them? These questions will help in understanding better what factors influences the decision making process of the customers. The decision making process identifies the number of
  • 59. people who are involve in this process & describes a role to them like users, decides, influences & buyers. 45 2.23 CONSUMER DECISION MAKING PROCESS  Stimuli- need, reasons, influences, gathering information  Information processing- process , analyze information about product  Decision making - on the basis of analysis , decision to go for  Response- response to buy without any prejudice  For industrial buyers the process is almost similar only with addition of rebuy, modified re buy or new task. 2.24 FACTOR INFLUENCING BUYING BEHAVIOR  Individual factors  Cognitive thinking process – perception , attitudes , Needs/motives  Personal characteristics – demography, lifestyles ,personal traits  Environmental factors  Culture- values ,beliefs, sub cultural / cross cultural factors  Social class- social class , society  Influence groups – family, opinion leaders, reference group  Situational variables – purchase occasion , market communication, shopping behavior, price , sales influence , product position
  • 60. CHAPTER 3 RESEARCH METHODOLOGY
  • 61. 47 3.1 RESEARCH METHODOLOGY RESEARCH PROBLEM  Seek the general perception of consumer towards Amul Mithaimate.  To know the consumer psyche and their behaviour towards Amul Mithaimate . 3.2 OBJECTIVE OF THE RESEARCH  To know the relationship of sales with the advertisement.  To know awareness of people towards Amul Mithaimate.  To know which advertisement tool is mostly preferred by people.  To know the preference Nestle Milkmaid . of Amul Mithaimate with comparison to  To know the factors which affects consumer’s buying behaviour  To purchase Mithaimate. Information requirement  First, I had to know about all the competitors present in the Mithaimate.  Segment (Reputed and well established brands as well as Local brands).  Before going for the survey I had to know the comparative packs and Prices of all the competitors existing in the market.  The main information needed is the Which types of brands available in the market, their calorific value and various other facts.  As Amul Mithaimate advertisements are mainly done through hoardings but on television the advertisement is being telecasted timely and on the proper time or not.
  • 62. 48 3.3 RESEARCH & SAMPLING DESIGN Research Design : Research design specifies the methods and procedures for conducting a particular study. It is a map (or) blue print to which the research is to be conducted. Descriptive research design has been considered as a suitable methodology for present study and for data analysis. Sampling Design : The sampling design used was Convenience sampling, which is a non-probability sampling method. The convenience factors were the availability and approachability of the respondents. POPULATION All types of outlets that stock and sell Amul Mithaimate in the markets. The outlets have been classified into as follows  Convenience stores: All kinds of shops including bakeries  Eateries: all kinds of eating joints
  • 63. 49 3.4 PLACES OF STUDY The study was conducted in the retail outlets in BILASPUR in the following areas i. Mangla Chowk. ii. Gol Bazar. iii. Sarkanda. iv. Rajkishore Nagar. v. Singhi Colony . vi. Shubham Vihar. vii. Telipara. viii. Satyam Chowk. ix. Bus Stand. x. Suchitra Vihar. xi. Vyapar Vihar. xii. Megneto Mall. xiii. 36 City Mall. xiv. Gitanjali Nagar.
  • 64. 50 3.5 SOURCES OF DATA Primary Sources The primary data was collected through questionnaires. They were filled using the scheduled method of data collection by the researcher. Secondary Sources The secondary sources were used only for collecting information regarding the sample; they were however not used for analysis LIMITATIONS OF THE RESEARCH The limitations of the research were as follows 1. Lack of proper experience on the part of the researcher in conducting such studies in the past. 2. Time frame required was not enough to survey more number of outlets. 3.6 ANALYSIS TECHNIQUES Quantitative analysis is performed using the data collected at each outlet to estimate the presence of Amul milk. Tools Utilized  Percentage Analysis  Graph Chart
  • 65. 51 3.7 SAMPLING 1. Sampling Technique : Non probability sampling (A non probability sampling technique is that in which each element in the population does not have an equal chance of getting selected) 2. Sample Unit : People who buy Mithaimate available in retail outlets, superstores, etc 3. Sample size : 100 respondents (Age ranging Between 18 yrs to 65 yrs) 4. Method : Direct interview through questionnaire. 5. Data analysis method : Graphical method. 6. Area of survey : Bilaspur District. 7. Timing of survey : 10.00 am to 5.30 pm. 3.8 FIELD WORK – METHOD USED FOR DATA COLLECTION • Questionnaire was prepared keeping the objective of research in mind. • Questions were asked to respondents as regards to their willingness to purchase Mithaimate. • The help of questionnaires conducted direct interviews, in order to get accurate information. • In order to get correct information I had to approach consumers ranging from 15 yrs to 65 yrs. • I visited as many respondents as I can and asked them their real likings about Amul Milkmate and Nestle Mithaimate. • People were not willing to answer, when they were contacted between 1.00 pm to 5.00 pm, the time when most of the people take rest during the scorching heat.
  • 66. 52 3.9 MARKETING RESEARCH Marketing research plays an important role in the process of marketing. Starting with market component of the total marketing talks. It helps the firm to acquire a better understanding of the consumers, the competition and the marketing environment. DEFINITION “Marketing research is a systematic gathering, recording and analysis marketing problem to facilitate decision making.” - Coundiff & Still. “Marketing research is a systematic problem analysis, model building and fact finding for the purpose of important decision making and control in the marketing of goods and services. - Phillip Kotler. 3.10 MAIN STEPS INVOLVED IN MARKETING RESEARCH Defining the Marketing Problem to be tackled and identifying the market research problem involved in the task. 1. Define the problem and its objectives. 2. Identify the problem. 3. Determine the information needed. 4. Determine the sources of information. 5. Decide research methods. 6. Tabulate, Analyze and interpret the data. 7. Prepare research report. 8. Follow-up the study.
  • 67. 53 1. Define the Problem and its Objectives : This includes an effective job in planning and designing a research project that will provide the needed information. It also includes the establishment of a general framework of major marketing elements such as the industry elements, competitive elements, marketing elements and company elements. 2. Identify the Problem : Identifying the problem involves getting acquainted with the company, its business, its products and market environment, advertising by means of library consultation and extensive interviewing of company’s officials. 3. Determining the Specific Information Needed : In general the producer, the manufacturer, the wholesaler and the retailer try to find out four things namely :(1) What to sell (2) When to sell (3) Where to sell 4. Determine the sources of Information : Primary Data : Primary datas are those which are gathered specially for the project at hand, directly – e.g. through questionnaires & interviews. Primary data sources include company salesman, middleman, consumers, buyers, trade association’s executives & other businessman & even competitors. Secondary Data : These are generally published sources, which have been collected originally for some other purpose. Source are internal company records, government publication, reports & publication, reports & journals, trade, professional and business associations publications & reports.
  • 68. 54 5. Decide Research Methods for Collecting Data: If it is found that the secondary data cannot be of much use, collection of primary data become necessary. Three widely used methods of gathering primary data are :A) Survey B) Observation C) Experimentation A) Survey Method : In this method, information gathered directly from individual respondents, either through personal interviews or through mail questionnaires or telephone interviews. B) Observation Method: The research data are gathered through observing and recording their actions in a marketing situation. This technique is highly accurate. It is rather an expensive technique. C) Experimental Method: This method involves carrying out a small scale trial solution to a problem, while at the same time, attempting to control all factors relevant to the problem. The main assumption here is that the test conditions are essentially the same as those that will be encountered later when conclusions derived from the experiment are applied to a broader marketing area. D) The Panel Research: In this technique the same group of respondents is contacted for more then one occasion; and the information obtained to find out if there has been any in their taste demand or they want any special quality, color, size, packing in the product. 1) Preparation of questionnaire 2) Presetting of questionnaire 3) Planning of the sample
  • 69. 55 6. Tabulate, Analysis and Interpret the Data: The report must give/contain the following information:a) The title of research b) The name of the organization for which it has been Conducted c) The objectives of research d) The methodology used e) Organization and the planning of the report f) A table of contents along with charts and diagrams used in the reports g) The main report containing the findings h) Conclusion arrived at end recommendations suggested i) Appendices (containing questionnaire / forms used sample design, instructions.) 7. Follow-up the Study :The researchers, in the last stage, should follow up this study to find if his recommendation are being implemented and if not, why
  • 70. CHAPTER 4 DATA ANALYSIS & INTERPRETATION
  • 71. 57 4.1 DATA ANALYSIS AND INTERPRETATION The collected data were not easily understandable, so I like to analyze the collected data in a systematic manner and interpreted with simple method. The analysis and interpretation of the data involves the analyzing of the collected data and interpretation it with pictorial representation such as bar charts, pie charts and others. 1. GENDER: Gender play vital role in purchase decisions. Gender classified on sex basis i.e. male and female. Gender classification is requiring to marketer because different gender exhibits different perception towards products. In classification of gender the following number is used to know their perception. Classification of Customers Based On Sex Sex Male Female No. of respondents 35 65 Percentage % 35 65 Total 100 100 Sources: Primary Data Table: 6.1 CLASSIFICATION OF CUSTOMERS BASED ON SEX 100 50 t d n p s e R f . o N 0 35 Male 65 Female Graph no: 6.1 58 Male Fe…
  • 72. INTERPRETATION: 35% of the respondents are male and 65% of the respondents are female. From the above table we can conclude that, the majority of the respondents were belongs to female group. 2. OCCUPATION: Occupation is also influences a person’s consumption pattern. A blue collar worker will buy work clothes, work shoes and lunch boxes. Similarly the Amul Mithaimate and Other products are purchased by various occupants. The following occupants of the respondents are classifies for the data collection Analysis of Occupation of the Respondents Occupation Business Employee House wife Others Total No. of. respondents Percentage 20 10 65 05 100 % 20 10 65 05 100 Sources: Primary Data Table No: 6.2 INTERPRETATION: 20% of the respondents are businessmen, 10% of the respondents are employees, and 65% of the respondents are house wives, 05% of the respondents are others group. 59
  • 73. ANALYSIS OF OCCUPATION OF THE RESPONDENTS 80 60 40 20 t d n p s e r f . o N 0 65 20 10 Business 5 BusinessEmployee House wife Others Graph No. 6.2 Employee House wife Others
  • 74. 60 3. INCOME: Income decided the purchasing power of the customer. If the income is high then, they go for high quality irrespective of price of the product. Hence in this research I like to collect the data how income is influence to purchase Amul Mithaimate. Analysis of Monthly Income of the Respondents Monthly income No. of respondents Percentage % Below 5000 5001-10000 10001-15000 15001 & above Total 38 30 21 11 100 38 30 21 11 100 Sources: Primary Data Table No: 6.3 INTERPRETATION: As per the data 38% of the respondents earn per month below 5000, 30% of the respondents earn 5001 to 10000, 21% of the respondents earn above 10001 to 15000. 11% of the respondents earn 15000 & above. From the above table we can conclude that majority of the respondents’ monthly income group of below 5000 and more than 5000 to 10000. 61
  • 75. GRAPH NO: 6.3
  • 76. 62 4. PURCHASING FACTOR: Identification of various factors plays a vital role in consumer behavior study. The various factors such as quality, price easy available etc. is influencing lot and influences positively. The following data reveals how various factors are influencing to buying of Amul Milkmate and other products. Analysis of Factors to Buy Amul Mithaimate Factors Quality Brand image Price Easy availability Others Total ` No. of Respondents 38 28 20 14 Nil 100 Percentage % 38 28 20 14 Nil 100 Source: Primary Data No. of respondents ANALYSIS OF FACTORS TO BUY AMUL MITHAIMATE 40 35 30 25 20 15 10 5 0 38 28 20 14 Quality Brand image Price Factors Graph No. 6.4 availability
  • 77. 63 Interpretation 38% of respondents buying AMUL Mithaimate for its Good Quality, 28% of respondents use for its Band Name,20% of its Price consideration, 14% of its easy availability of respondents buying AMUL Mithaimate. Analysis of Factors to Buy Nestle Milkmaid Factors Quality Brand image Price Easy availability Others Total ` No. of Respondents 30 30 10 30 Nil 100 Source: Primary Data Percentage % 30 30 10 30 Nil 100
  • 78. ANALYSIS OF FACTORS TO BUY NESTLE MILKMAID No. of respondents 30 30 30 30 25 20 15 10 10 5 0 Quality Brand image Factors Graph No. 6.4.1 Price availability
  • 79. 64 Interpretation: 30% of respondents buying NESTLE MILKMAID for its Good Quality, 30% of respondents use for its Band Name, 10% of its Price consideration, 30% of its easy availability of respondents buying NESTLE MILKMAID
  • 80. 65 5. OPINION TOWARDS PRODUCT: The behaviour of users after his commitment to a product has been collected with respect product and terms of satisfaction with rating scale. The following are the data obtained related to AMUL MITHAIMATE Analysis of Rating towards AMUL MITHAIMATE Ratings Excellent Good Average Poor Total No. of Respondents 25 20 35 20 100 Percentage (%) 25 20 35 20 100
  • 81. Source: Primary Data Analysis of Rating towards AMUL MITHAIMATE No.of Respondents 35 30 25 20 15 10 35 25 20 20 5 0 Excellent Good Average Poor Rating Table no: 6.5 66 INTERPRETATION: 25% of the respondents rated that AMUL MITHAIMATE are Excellent. 20% of the respondents rated as good, 35% of the respondents rated as Average Quality. 20% of the respondents rated that AMUL MITHAIMATE products are Poor. From the above table we can conclude that majority of the respondents rated AMUL MITHAIMATE are of Good Quality.
  • 82. 67 6. OPINION TOWARDS PRODUCT: The behaviour of users after his commitment to a product has been collected with respect product and terms of satisfaction with rating scale. The following are the data obtained related to NESTLE MILKMAID Analysis of Rating towards NESTLE MILKMAID Ratings Excellent Good Average Poor Total No. of Respondents 30 45 20 05 100 Percentage (%) 30 45 20 05 100
  • 83. Source: Primary Data No.of Respondents Analysis of Rating towards NESTLE MILKMAID 45 40 35 30 25 20 15 10 5 0 45 30 20 5 Excellent Good Average Poor Rating Table no: 6.6 68 INTERPRETATION: 30% of the respondents rated that NESTLE MILKMAID are Excellent. 45% of the respondents rated as good, 20% of the respondents rated as Average Quality. 05% of the respondents rated that NESTLE MILKMAID are Poor. From the above table we can conclude that majority of the respondents rated NESTLE MILKMAID are of Good Quality.
  • 84. 69 7. Which Company Provides a Better Services Post experience & benefits will help organization in obtaining the additional sale. In this connection feedback its act as an influence to others to adopt the product the user survey has conducted to identify what an extent user recommends to others. The data has been extracted & it is as follows. Analysis of AMUL MITHAIMATE & NESTLE MILKMAID Recommended AMUL MITHAIMATE NESTLE MILKMAID Total No. of Respondents 35 65 100 Percentage (%) 35 65 100 Sources: Primary Data Table no: 6.7 No.of Respondents Analysis of Better Service 70 60 50 40 30 20 10 0 65 35 MITHAIMATE opinions MILKMAID
  • 85. 70 INTERPRETATION: 35% of the respondents were recommended Amul MITHAIMATE and, 65% of the respondents NESTLE MILKMAID NESTLE MILKMAID provide a better service than Amul MITHAIMATE.
  • 86. 71 FOR RETAILER 8. Which is the most prefferd brand that you stock? Analysis of AMUL MITHAIMATE & NESTLE MILKMAID Recommended AMUL MITHAIMATE NESTLE MILKMAID Total No. of Respondents 25 75 100 Percentage (%) 25 75 100 Sources: Primary Data Table no: 6.8 Analysis of Stocks 75 No.of Respondents 80 60 40 25 20 0 MITHAIMATE MILKMAID opinions INTERPRETATION: 25% of the respondents were recommended Amul MITHAIMATE and, 75% of the respondents NESTLE MILKMAID to stock in their shop.
  • 87. 72 9. Which Company Provides a Better Services Analysis of AMUL MITHAIMATE & NESTLE MILKMAID Recommended AMUL MITHAIMATE NESTLE MILKMAID No one Total No. of Respondents 30 40 30 100 Percentage (%) 30 40 30 100 Sources: Primary Data Table no: 6.9 Analysis of Better Service 40 No.of Respondents 40 30 30 30 20 10 0 Amul Nestle No one opinions INTERPRETATION: 30% of the respondents were recommended Amul MITHAIMATE and, 40% of the respondents NESTLE MILKMAID and rest 30% responden for no one provide a services.
  • 88. CHAPTER 5 FINDINGS, SUGGESTION, LEARNINGS AND CONCLUSION
  • 89. 74 5.1 FINDINGS First I would like to present my survey findings. The main findings of my survey are as follows: 1. Lack of Awareness in consumers. Many people are not know about Amul Mithaimate specially house wife’s. 2. Mainly customer purchases the product from the retailer. 3. As I found that the main product of Amul is Milk and company firstly wants to capture maximum market share in milk market which is approx. 66%, after it Amul is concentrating upon butter & cheese which has market share of approx. 88%, so it is not concentrating upon Mithaimate.. 4. There is lack of Sales Promotional Activities i.e. free tattoo, extra weight, toys, quiz contest etc. 5. I find the main thing is that “Amul” brand name has very good image in consumer’s mind and they consider it as Pure & Good Product. 6. People who have tasted Amul mithaimate are not ready to purchase the same again 7. Generally, I found that most of the customers used to Nestle milkmaid as compare Amul mithaimate. 8. It is findings in the survey that females are the main decision maker for the mithaimate. And milkmaid As per the data, 65% of female and 35% of male makes purchase decision. 9. Based on the occupation of the customer, it is found in the survey that 65% are the housewives and 35% are from various occupations such as a businessman, employee etc for the AMUL MITHAIMATE And NESTLE MILKMAID. 10. Incomes less than 5000 to 10000 are more attracted to Amul mithaimate And Nestle milkmaid As per the data, 79% of the respondents’ income is under this group. 11. Nestle is main competitor and strategically better performer than Amul. 12. And in a market there are lots of complain against Amul for supply the products at a time. 13. Lack of knowledge about Amul Products, specially Amul Mithaimate. 14. 35% likes Amul Mithaimate an 65% nestle Milkmaid. That means nestle milkmaid provide a better services than Amul mithaimate.
  • 90. 75 5.2 SUGGESTIONS 1. Since Amul is having loyal customers and therefore should concentrate more on this factor through various potential programmes such as campaign, premium packs, offers etc., this helps to increase the loyalty towards the Amul products. 2. First and foremost Amul should take proper action in order to improve service, because although being on a top slot in Butter and milk supplies it does not get the sales in mithaimate, which it should get. 3. Company should use brand ambassador which attracts each age segment i.e. Enrique Iglesias, Shahrukh Khan, Shakira, Amitabh Bacchan, Superman, Krrish, etc. 4. Amul should give local advertisements apart from the advertisements given at the national level. Local advertisement must mention the exclusive Amul shops of the city. 5. Try and change the perception of the people through word of mouth about Amul in advertisements, because they are the best source to reach Children and families. 6. Company should introduce sales promotion schemes like free weight, pranky, tattoo, contest, free gifts etc. 7. Company should provide a better services. 8. Company Should make a strong relationship between consumer and retailer.
  • 91. 76 5.3 LEARNINGS It was a great opportunity to carry a research project on such a reputed organization which gave me a good learning experience and knowledge about the products and industry. Another very crucial area that needs mention is the experience I gained while talking to and interacting with people. This has been a truly enriching experience because interacting with people with varied profile helped in enriching my communication skills
  • 92. 77 5.4 CONCLUSION • AMUL will be an outstanding marketing organization, with specialization in marketing of food and dairy products, both fresh and long life with customer focus and information technology integration. • AMUL shall also create a market for its products in the neighboring countries. • AMUL has been satisfying the customers on a large scale which ensures its success in the future. • In BILASPUR AMUL is found to be a highly preferred brand for dairy products. • In BILASPUR city, the customers of Amul seem highly satisfied, as it boasts of superior quality of products at affordable prices. • In BILASPUR, Amul does not have competition from International competitors, as many products of those brands are not available here. • BILASPUR could be a great market for Amul, if it improves its Supply Chain Management. • For market growth of Amul Mithaimte company should have to provide a better services than other competitors like Nestle. • As we know that Amul is very big organization and market leader in dairy products. It has maximum market share in Milk, Butter and Cheese, which are its main/core products. As we know Amul is a co-operative organization but Sweets industry is a profitable industry we can’t ignore it. With the help of research, company can find out its week points in Mithaimate and can increase its market share through rectify mistakes. People have believed in Amul’s product and they will accept its Mithaimate also if effective actions were taken.
  • 93. CHAPTER 6 SWOT ANALYSIS
  • 94. 79 6.1 SWOT ANALYSIS SWOT ANALYSIS STRENGTHS • Brand Name • High Quality, Low Price • Quality of product • Annual turnover of US $1504 million • Highly Diverse Product Mix • Robust Distribution Network • Technical manpower • Demand margins • Risks of highly complex supply chain system • Strong dependency on weak infrastructure • Alliance with third parties who do not belong to the organized sector • Problem in distribution • Perishability
  • 95. 80 OPPORTUNITIES • Penetrate international markets • Diversify product portfolio to enter new product categories and expand existing categories like processed foods, chocolates etc • Flexibility in market THRESTS • Competitors - Nestle Milkmaid • Growing price of Mithaimate • Distribution
  • 96. ANNEXURE
  • 97. 82 ANNEXURE BIBLIOGRAPHY Web Sites  Research From Company Web Site: www.amul.com www.yahoo.com www. google.com Books  Marketing Management - Philip Kotler  Research Methodology - C.R. Kothari  Marketing Research - Boyd Company Literature  Printed Literature obtained from Amul India.  AMUL Brochures Magazines  Business Today  Business World  Economic India Newspapers  Economic Times  Business Standards
  • 98. QUESTIONNAIRE FOR CONSUMER Dear Sir/Madam Nam Gende Date of birth Occupation Address : : : : : M F I Abhishek Gupta student of Dr. C.V.Raman University Department of Management studies, Kota Bilaspur and presently doing a project on “Marketing Strategies on Comparative Analysis of Amul Mithai mate as compare of Nestle Milkmaid”. I request you to kindly fill the questionnaire below and assure you that the data generated shall be kept confidential. 1. Which do you consume for cook sweets ? Amul Mithaimate Nestle Milkmaid 2. Are you satisfied with this Cook Sweets you are consuming? Yes No 3. How did you come to know about Amul Mithai mate and Nestle Milkmade? Through Newspaper Through Television Through Advertisements Through Other 4. Why you prefer this Product/ due to Quality Taste Price Availability
  • 99. 5. What attribute you like the most in them? Quality Amul Mithai mate Nestle Milkmaid Highly satisfied Satisfied Dissatisfied Highly dissatisfied Highly satisfied Satisfied Dissatisfied Highly dissatisfied Test Amul Mithai mate Nestle Milkmaid Highly satisfied Satisfied Dissatisfied Highly dissatisfied Highly satisfied Satisfied Dissatisfied Highly dissatisfied Product Packing Amul Mithai mate Nestle Milkmaid Highly satisfied Satisfied Dissatisfied Highly dissatisfied Highly satisfied Satisfied Dissatisfied Highly dissatisfied Product Price Range Amul Mithai mate Nestle Milkmaid Highly satisfied Satisfied Dissatisfied Highly dissatisfied Highly satisfied Satisfied Dissatisfied Highly dissatisfied 6. If you had used both of product for cook sweets then suggest overall which is the better to use? Amul Mithai mate Nestle Milkmaid 7. Which Company Provides a Better Services? Amul Mithai mate Nestle Milkmaid
  • 100. 8. How do you scale Amul Mithai mate? ATTRIBUTE PRICE TASTE PACKAGING AVAILIBILITY SCHEMES POOR AVERAGE GOOD EXCELLENT AVERAGE GOOD EXCELLENT 9. How do you scale Nestle Milkmaid? ATTRIBUTE PRICE TASTE PACKAGING AVAILIBILITY SCHEMES POOR 10. What is the reason for buying/ not buying Amul Mithai mate? 11. What is the reason for buying/ not buying Nestle Milkmaid? 12. What specific area should be improved for Amul Mithai mate ? Please include any other comments 13. What specific area should be improved for Nestle Milkmaid? Please include any other comments Thank you
  • 101. QUESTIONNAIRE FOR RETAILER Dear Sir/Madam Nam Gende Date of birth Occupation Address : : : : : M F I Abhishek Gupta student of Dr. C.V.Raman University Department of Management studies, Kota Bilaspur and presently doing a project on “Marketing Strategies on Comparative Analysis of Amul Mithai mate as compare of Nestle Milkmaid”. I request you to kindly fill the questionnaire below and assure you that the data generated shall be kept confidential. 1. Do you stock Amul Mithai mate? Yes No 2. If yes, do you get sufficient stock of Amul Mithai mate? Yes No 3. Do you stock Nestle Milkmade? Yes No 5. If yes, do you get sufficient stock? Yes No 6. How did you come to know about Amul Mithai mate and Nestle Milkmade? Through Distributors Through Customers Through Advertisements Through Other Retailers
  • 102. 7. How much stock do you keep to Amul Mithai mate and Nestle Milkmaid? Amul Mithai mate Nestle Milkmaid 10 Tin Jar 20 Tin Jar 30 Tin Jar More than 50 Tin Jar 10 Tin Jar 20 Tin Jar 30 Tin Jar More than 50 Tin Jar 8. Which is the most popular product in your shop? Amul Mithai mate Nestle Milkmaid 9. Which is the most selling product? Amul Mithai mate Nestle Milkmaid 10. Is Amul Conducts any type of scheme for Amul Mithai mate ? Yes No 11. Is Nestle Conducts any type of schemes for Nestle Milkmaid? Yes No 12. Do you use the Internet to source products? Yes No 13. Which Company Provides a Better Services? Amul Mithai mate Nestle Milkmaid 14. What specific area of our service should be improved for Amul Mithai mate ? Please include any other comments 15. What specific area of our service should be improved for Nestle Milkmaid? Please include any other comments Thank you