Milk Amul Paras Mother Dairy

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MILK MARKETING STUDY IN NEW DELHI, INDIA

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Milk Amul Paras Mother Dairy

  1. 1. Dairy Products Findings of Survey
  2. 2. BACKGROUND <ul><li>A long standing brand in the dairy products market (40 years plus history) </li></ul><ul><li>Product range includes a variety of </li></ul><ul><ul><li>Dairy products (dahi, paneer, ghee, lassi, skimmed milk powder, instant dairy mix); as well as </li></ul></ul><ul><ul><li>Non dairy products (nimbu pani and mineral water) </li></ul></ul><ul><li>Two key advantages over Mother Dairy (the market leader) </li></ul><ul><ul><li>Fresher overall quality and taste since it is not reconstituted </li></ul></ul><ul><ul><li>Bactofugation leading to higher shelf life and purer quality </li></ul></ul><ul><li>Currently 10% to 15% share in Delhi’s 50 LLPD packaged liquid milk market </li></ul><ul><li>Despite allocation of considerable resources, sales not showing commensurate growth </li></ul><ul><li>Therefore, need felt to understand profile, usage and attitudes of milk users </li></ul>
  3. 3. RESEARCH OBJECTIVES <ul><li>To understand behaviour and attitudes of liquid milk users in general and Paras milk users in particular </li></ul><ul><li>To determine the extent of the influence of consumer pull vs trade push in case of Paras </li></ul><ul><li>To assess extent of satisfaction with service provided by Paras to its milk study retailers </li></ul><ul><li>Information from consumers and retailers to be used to develop a strategy to enhance acceptability of Paras milk </li></ul>
  4. 4. METHODOLOGY <ul><li>Study involved three modules </li></ul><ul><ul><li>Module 1 : Quantitative market definition study among consumers & study </li></ul></ul><ul><ul><li>Module 2 : Shop observation and quantitative study among retailers </li></ul></ul><ul><ul><li>Module 3 : Qualitative study among Paras consumers </li></ul></ul><ul><li>This document presents findings from the Module 2 </li></ul>
  5. 5. METHODOLOGY Observation cum Retail Trade Study <ul><li>Observation study conducted to assess pre-sold and unsold customers </li></ul><ul><li>Interviewers stationed at outlets located in areas where Paras sells </li></ul><ul><li>Outlets covered during peak milk selling times </li></ul><ul><li>Number of customers & number pre-sold/unsold counted </li></ul><ul><li>At the end, short interview conducted with owner/manager of outlet </li></ul><ul><li>Information on satisfaction with Paras service & other details collected </li></ul><ul><li>Structured questionnaire used to collect information </li></ul>
  6. 6. KEY QUESTIONS <ul><li>Brands and types of milk stocked by retailers </li></ul><ul><li>Perceived Customer Profile </li></ul><ul><li>Extent of satisfaction with various service quality attributes </li></ul><ul><li>Knowledge of & Attitudes towards the company </li></ul>
  7. 7. KEY QUESTIONS <ul><li>Brands of Milk and other products stocked </li></ul><ul><ul><li>Brands stocked ever and currently </li></ul></ul><ul><ul><li>Most selling Brand/Type </li></ul></ul><ul><ul><li>Reasons for selling most </li></ul></ul><ul><ul><li>Reasons for not stocking/discontinuing to stock </li></ul></ul><ul><ul><li>What specifically asked by customers and brands given if no brand mentioned </li></ul></ul><ul><ul><li>Reasons for giving specific brand </li></ul></ul><ul><ul><li>Reasons for not giving Paras </li></ul></ul><ul><li>Perceived customer profile </li></ul><ul><ul><li>Perceived difference in Paras and Mother Dairy buyers </li></ul></ul><ul><ul><li>Perceived reasons for consumers shifting from one brand to another </li></ul></ul>
  8. 8. KEY QUESTIONS <ul><li>Extent of satisfaction on various Service Quality Attributes </li></ul><ul><ul><li>How does Paras perform on all attributes vis a vis Amul and Mother Dairy </li></ul></ul><ul><ul><li>Reasons for any dissatisfactions </li></ul></ul><ul><ul><li>Problems faced in stocking and selling </li></ul></ul><ul><ul><li>Expectations from companies to help sell more </li></ul></ul><ul><li>Knowledge of & Attitude towards the company </li></ul><ul><ul><li>Likelihood of stocking milk brands in future </li></ul></ul><ul><ul><li>Other dairy products stocked currently </li></ul></ul><ul><ul><li>Level of interest in stocking other products of the companies </li></ul></ul><ul><ul><li>Opinions about the companies </li></ul></ul><ul><ul><li>Retailer's suggestions to improve sales </li></ul></ul>
  9. 9. F I N D I N G S
  10. 10. Brand Stocking Details
  11. 11. Brands Stocked
  12. 12. Reasons for Discontinuing/Not Stocking <ul><li>Very few respondents discontinued/were not stocking Mother Dairy, Amul or Paras </li></ul><ul><li>Delivery issues and Margin were mentioned as prime reasons for not stocking/discontinuing Mother Dairy </li></ul><ul><li>“ Customer do not like” was the sole response mentioned for discontinuing/not stocking Paras </li></ul><ul><li>For Amul issue of supply and no demand from consumers was mentioned as main reason </li></ul>
  13. 13. Brand Selling Most
  14. 14. Reasons for Selling Most REASONS Mother Dairy (23) Paras (19) % % Quality is good 65 47 Taste is good 39 32 It’s a popular brand 30 5 Sales are good 17 5 Milk is Fresh/Pure/Good 17 10 &quot;Cream jyadha aati hai&quot; 13 21 &quot;Thickness jayada hai&quot; 9 11 Customers ask for it 9 11 It’s a Government Brand 9 - It is easily available 4 - Margin is good - 26
  15. 15. Reasons for Purchasing REASONS Mother Dairy (23) Paras (19) Amul (23) % % % Quality is good 71 87 57 Its an old company 33 9 4 Milk is good/Taste of milk is good 17 22 43 Dudh phatta nahi hai 13 - - Thickness is good 8 4 - Supply jaldi aur achchi hai 8 9 - Shikayat kam hai 8 9 - Available at any time 8 9 4 It has cream 4 4 13 Margin is good 4 - 4
  16. 16. What Specifically Mentioned All Figures in % Brands given % Paras 73 Mother Dairy 14 Amul 10 Gopal jee 2 Parag 2 Reason % Better margin 73 Good Quality Milk 63 No Complaints 14 Company name 10 Customer demands 8
  17. 17. Reason for Not Giving Paras <ul><li>Those who do not give Paras milk mentioned following reasons for not giving Paras </li></ul><ul><ul><li>“ Isliye nahi dete kyonki kabhi kabhi phat jaata hai” </li></ul></ul><ul><ul><li>“ Adhiktar Grahak mana kar dete hai” </li></ul></ul><ul><ul><li>“ Quality is not good” </li></ul></ul><ul><ul><li>“ Mere paas Mother Dairy ke jyaada grahak hain” </li></ul></ul>
  18. 18. Perceived Customer Profile
  19. 19. Perceived Difference In Consumer Profile <ul><li>It seems retailers do not perceive any perceptible difference between Paras, Mother Dairy and Amul buyers </li></ul>REASONS Mother Dairy (23) Paras (19) % % All type of people take it 68 24 Both price are same 34 14 Every one can buy it 34 - They belong to same category 26 42 “ Jin ko jo achha lagta hai wah lete hai” 8 - New generation is like paras - 12 Dono brand achche hai - 8
  20. 20. Reasons for Buying as Perceived by Retailers REASONS Mother Dairy (23) Paras (19) Amul (23) % % % It is good/Milk is good 78 44 49 Because it is thick 14 7 2 Smell nahi aati 14 - 5 Cream is good 12 11 7 Taste is good 10 7 17 It’s a popular brand 10 49 12 It is pure milk 6 11 2 It is good for health 6 4 5 It is good for making dahi 4 - - Ismain poshtikta hai 4 - -
  21. 21. Perceived Reasons for Shifting REASONS All Sample (50) % Jab dudh baar-baar kharab ho jaata hai 41 Jab uske brand main baar-baar shikayat aati hai 29 Jab delivery time per nahi hoti 20 Dudh jayada patla aane per 8 Jab koi naya brand aata hai sasta aur purity wala hota hai log apna brand chotkar ushe lene lagte hai 6 Ek hi brand use karne se man bhar jaata hai 6 Taste main antar aane per brand badal diya 6 Smell aane lage 4
  22. 22. Service Quality
  23. 23. Performance on Service Quality Attributes All Figures are mean scores; Max=5.0 <ul><li>Frequency of milk deliveries </li></ul><ul><li>Timing of deliveries </li></ul><ul><li>Regularity of deliveries </li></ul><ul><li>Flexibility in quantity delivered </li></ul><ul><li>Forcible dumping of extra packets </li></ul><ul><li>Policy regarding taking back unsold, damaged or spoilt packets </li></ul><ul><li>Behaviour of Salesmen Salesman </li></ul><ul><li>Sales Supervisor Visits and Problem Solving </li></ul>
  24. 24. Performance on Service Quality Attributes All Figures are mean scores; Max=5.0 <ul><li>Fairness in claim settlement </li></ul><ul><li>Speed of settling claims </li></ul><ul><li>Volume discount schemes </li></ul><ul><li>Merchandising (helping with shop displays, providing incentives for shelf displays, PoP </li></ul><ul><li>Type of PoP materials provided </li></ul><ul><li>Quantity of PoP material provided </li></ul><ul><li>Merchandising activities such as providing materials or incentives for in-store displays, providing visi-coolers etc. </li></ul><ul><li>Extent of margins offered </li></ul>
  25. 25. Performance on Service Quality Attributes All Figures are mean scores; Max=5.0 <ul><li>Credit period </li></ul><ul><li>Extent of credit </li></ul><ul><li>Role in co-operative advertising </li></ul><ul><li>Type of customer schemes and promotions </li></ul><ul><li>Frequency of offering customer schemes and promotions </li></ul><ul><li>Type of retailer schemes and promotions </li></ul><ul><li>Frequency of offering retailer schemes and promotions </li></ul><ul><li>Overall </li></ul>
  26. 26. Problems Faced in Stocking and Selling REASONS Amul (29) Paras (33) % % No/none/nothing 38 61 No replacement 24 6 There is no customer demand 24 - They don’t give credit 3 3 Kabhi-kabhi dudh phat jata hai 6 15 Delivery should be given on time 3 3 There should be no leakage - 6 Quality should be good - 3
  27. 27. Additional Help Required to Sell More Paras REASONS Paras (29) % Good schemes should be given like (Free milk on 2 Carets) 49 They should increase the margin 27 They should replace it 19 Credit should be given 6 Should be less price 6 Should give good incentives 6 Pop material should be given 4 There should be no leakage 4 Quality should be improved 4 Delivery should be given on time 4
  28. 28. Knowledge of & Attitude Towards The Company
  29. 29. Intention to Stock/Continue to Stock
  30. 30. Other Dairy Products Stocked
  31. 31. Level of Interest to Stock Other Products All Figures are mean scores; Max=5.00
  32. 32. Opinion on Paras <ul><li>Overall good company </li></ul><ul><li>Quality conscious company </li></ul><ul><li>Maintains good relations with retailers </li></ul><ul><li>Financially stable </li></ul><ul><li>Takes care of shop keeper's welfare </li></ul><ul><li>Does not take care of shopkeepers </li></ul><ul><li>It’s a Trustworthy </li></ul><ul><li>It’s a modern company </li></ul><ul><li>Listens to retailers concerns </li></ul><ul><li>Good margin </li></ul><ul><li>Good Schemes </li></ul><ul><li>Good Promotional Schemes </li></ul>

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