PRESENTATION ONRETAILS CENSUS & DEMAND ESTIMATION OF AMUL PRODUCTS IN CHINSURAH & HOOGHLY SUBMITTED BY- ANSUMAN GANGULY REGD. NO.-0906260141
OBJECTIVES To complete retail census of each WD (Work Dimension). To know demand & supply of Amul dairy Product & non dairy product through retail census method. To find out the penetration power of Amul products in different product segments. To find the significance relation and difference of sales figure of different Amul products in Chinsurah & Hooghly. To find the corresponding relationship between different companies with there products range.
COMPANY PROFILE In the year 1955 GCMMF (AMUL) was established. Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products marketing organisation. GCMMF (AMUL) has the largest distribution network for any FMCG company. It has nearly 50 sales offices spread all over the country, more than 3,000 wholesale dealers and more than 5,00,000 retailers. 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 Annual Turnover Of Rs 6300 Crore (2006-09) .RS. 10,000-crore mark over the next three years.
Almost retailers are interested for sale. But some of all retailers are not interested in AMUL product selling. Because of low profit margin. On questioning, why retailers are not interested in selling of AMUL product, it is found they were not happy with margin, availability and replacement of leak pouches. Retailers were selling different brands. Because they were able to receive more margin from un- popularized brand that they could not from well known brands. Retailers are ready to keep AMUL product but supply is not adequate. Negligence to the Retailers by the Dealer. Behavior of the Dealer is not acceptable. I found that customers were complaining about the packaging and maintenance of AMUL product because AMUL dealer not having any proper storing facility especially for Butter and delivery facility. Retailers also demand for the replacements for the damage due to the spoilage of beverages and butter that they have to bear when the AMUL product gets spoiled after the purchase.
SUGGESTION The organization should provide a good profit margin to the retailers in order to increase the sale. The organization should give importance to improve the packaging system, & distribution system. Improve delivery schedule to provide products on time for the retailers about who claimed that AMUL product is not available to them on time. The organization has to be aware of consumer survey and get feedback continuously. To motivate retailers and improve their satisfaction level, even distributor also. Incentives & schemes should be given to the retailers. There are certain products like Amulbasundi, gulabjamoon, chocolates, which are not as popular as Amul Ice Cream. Amul must try to understand the cause of this through thorough market research and work on improving these products. A thought should be given to discontinue Amul Pizza. A TV & Internet promotion can be thought off considering youth as major target audience.
In comparison to Diary and Non-Diary product, the other players such Nestle, Cadbury, Britannia provide a better availability and give competition to the hilt. People are mostly satisfied with the overall quality of AMUL Product, but for the existence in the local market AMUL must use aggressive selling techniques. People have believed in AMUL’S product and they will accept it also if effective actions were taken. AMUL is now in a very advantage position. Competitors in different areas are : Butter: Britannia, Nestle. Cheese: Britannia. Baby Food: Nestle , Heinz , Abbott, Johnson. Diary Whitener Segment: Nestle, Britannia, Madhusudan. Ice Cream: HUL, Rollick, Mother’s, kamal. Sweet Condensed Milk: Nestle. Cottage Cheese (Panner): Britannia. Milk Additives: Cadbury, Horlicks, Complan, Boost, Bornvita, Smithkline Beecham. Flavoured Milk: Britannia, Nestle.