Amul HORECA

TO IDENTIFY MARKET POTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE
UNTAPPED MARKET
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A PROJECT REPORT ON
“TO IDENTIFY MARKET POTENTIAL OF AMUL PRODUCTS IN HORECA
SECTOR AND CAPTURE THE UNTAPPED MARKET”
IN
Prepared By: Guided By:
SUMIT PAUL MEHUL POPAT
ROLL NO: KS091719117 HORECA INCHARGE
SUMMER BATCH: 2017-19 Amul (GCMMF)
UNITED WORLD SCHOOL OF BUSINESS KOLKATA
Submitted in partial fulfilment of the requirements for Certification of having successfully
completed the Post Graduate Program in Management (PGPM) from
Unitedworld School of Business, Kolkata

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Student’s Declaration
I hereby declare that this Summer Internship Project (SIP) report titled “TO IDENTIFY
MARKET POTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND
CAPTURE THE UNTAPPED MARKET”, based on the work undertaken by me at AMUL
(GCMMF).During the month of April and May 2018 under the guidance of my Project
Guide Mehul Popat is an original work prepared by me under the guidance of Prof.
Tanushree Datta, and is submitted in partial fulfilment of the requirements for a Certificate
under the two-year full-time Post-Graduate Program in Management conducted by
Unitedworld School of Business, Kolkata, and that this has not been submitted anywhere
else for award of any other degree/ diploma or for any other commercial purpose
whatsoever.
Place: Kolkata Student‟s Signature:
Date: Student‟s Name: Sumit Paul
Enrolment no: KS091719117
Batch: Summer Batch 2017-19
Faculty Guide’s Certification
I certify that this SIP was undertaken under my guidance and that I find the report
satisfactory for award of Certificate under the PGPM of UWSB.
Place: Kolkata Faculty Guide‟s Signature:
Date: Faculty Guide‟s Name: Tanushree Datta

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ACKNOWLEDGEMENT
This project could not have been completed without the able guidance and support of the
officers and staffs of the Marketing Department, AMUL (GCMMF), Kolkata.
I would like to offer my special thanks to Sir Mehul Popat, HORECA In charge, AMUL
(GCMMF) Kolkata, to guide me as an Organizational Guide. Without his able, kind and
enthusiastic support, this project would not be completed on time.
I take this opportunity to express my gratitude towards Miss Tanushree Datta, Professor,
Unitedworld School of Business (UWSB), Kolkata. I am thankful to her for guiding me
through, as an Institutional Guide for the project,
I am also indebted to our seniors at UWSB for their valuable suggestions for the
preparation of this project report.
My thanks goes to the Employees of Corporate Office, AMUL (GCMMF), Kolkata for
their support with the much-needed Primary input for the Project.
Finally, I would like once again to express gratitude towards the Marketing Department,
AMUL (GCMMF), Kolkata, for giving me the opportunity to do my summer project under
this esteemed organization.
Sumit Paul

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PREFACE
HORECA Sector means Hotels, restaurants and catering service provider which isthe
rising sector. These is an untapped market and has high potential. Our experience in the
HoReCa market mainly includes research into the quantity demanded of Amul Products
and customers satisfaction studies. As part of our assignments, we have assessed the size
and value of the market, existing competitors and their activities, as well as distribution
channels.
The project is aimed for the study of “The involvement of Amul products in HoReCa
Sector and also search the untapped Market”.
The objective of the project was to identify Market requirement of Amul Products
identifying their supply chain and study about competitor products and reason of their
usage.

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ACKNOWLEDGEMENT ................................................................................................................... - 3 -
EXECUTIVE SUMMARY .................................................................................................................. - 6 -
INTRODUCTION ............................................................................................................................. - 7 -
OBJECTIVE OF THE PROJECT.......................................................................................................... - 7 -
PROJECT TITLE................................................................................................................................ - 8 -
ORGANISATION ............................................................................................................................. - 8 -
COMPANY PROFILE........................................................................................................................ - 9 -
ABOUT GCMMF ........................................................................................................................... - 11 -
AWARDS................................................................................................................................... - 12 -
THE AMUL MODEL ................................................................................................................... - 13 -
INTERNAL ORGANISATIONAL STRUCTURE............................................................................... - 14 -
PRODUCT DIVERSIFICATION..................................................................................................... - 15 -
CHAIRMAN AND BOARD OF DIRECTORS.................................................................................. - 19 -
Objective of the study:................................................................................................................ - 25 -
METHODOLOGY........................................................................................................................... - 26 -
Methods of Data Collection:.................................................................................................... - 26 -
Sampling:.................................................................................................................................. - 27 -
About the questionnaire:......................................................................................................... - 27 -
Data Analysis And Interpretation............................................................................................. - 28 -
PROJECT ............................................................................................................................... - 28 -
Market Share Of Amul Products .............................................................................................. - 34 -
LIMITATIONS OF THE PROJECT.................................................................................................... - 41 -
SUGGESTION AND RECOMMENDATION..................................................................................... - 42 -
LEARNINGS .................................................................................................................................. - 43 -
CONCLUSION ............................................................................................................................... - 44 -
Bibliography................................................................................................................................. - 45 -
Questionnaire.............................................................................................................................. - 46 -
Particular Page
Particular
Page p

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EXECUTIVE SUMMARY
My internship in the Corporate Office of AMUL (GCMMF) was a learning experience.
Interaction with the Organization through the Marketing Department enlightened me with
the working environment of the organization. I had a particular insight of market
availability of the Amul products and their potential of growth through HoReCa sector. I
have to study the market differences between Amul‟s and the competitors. Marketing
techniques used by competitor I also got to know the mode of chain of supply they mostly
use. In addition, which supply chain is more convenient for the HoReCa Sector.

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INTRODUCTION
OBJECTIVE OF THE PROJECT
 This project is about the market coverage of various Amul products in HoReCa
sector
 Studying their channel of purchase of Amul products and other dairy products.
 Studying the competitor‟s market coverage.
 Provide awareness of new products throughout the market.

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PROJECT TITLE
The title of the project is “To identify Market Potential of various Amul products in
HoReCa Sector and capture the untapped market” this project enlightens the usage of
Amul products in HoReCa sector and their advantages towards consumer as B2B business.
ORGANISATION
The seeds of this unusual saga were sown more than 65 years back in Anand, a small town
in the state of Gujarat in western India. The exploitative trade practices followed by the
local trade cartel triggered off the cooperative movement. Angered by unfair and
manipulative practices followed by the trade, the farmers of the district approached the
great Indian patriot Sardar Vallabhbhai Patel for a solution. He advised them to get rid of
middlemen and form their own co-operative, which would have procurement, processing
and marketing under their control.
In 1946, the farmers of this area went on a milk strike refusing to be cowed down by the
cartel. Under the inspiration of Sardar Patel, and the guidance of leaders like Morarji Desai
and Tribhuvandas Patel, they formed their own cooperative in 1946.
This co-operative, the Kaira District Co-operative Milk Producers Union Ltd. began with
just two village dairy co-operative societies and 247 litres of milk and is today better
known as Amul Dairy. Amul grew from strength to strength thanks to the inspired
leadership of Tribhuvandas Patel, the founder Chairman and the committed
professionalism of Dr Verghese Kurien, who was entrusted the task of running the dairy
from 1950.

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COMPANY PROFILE
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.
Amul-cooperative registered on 14 December 1946 as a response to the exploitation of
marginal milk producers by traders or agents of the only existing dairy, the Polson dairy, in
the small city distances to deliver milk, which often went sour in summer, to Polson. The
prices of milk were arbitrarily determined. The government had given monopoly rights to
Polson to collect milk from Kaira and supply it to Bombay city.
Angered by the unfair trade practices, the farmers of Kaira approached Sardar Vallabhbhai
Patel under the leadership of local farmer leader Tribhuvandas K. Patel. He advised them
to form a cooperative and supply milk directly to the Bombay Milk Scheme instead of
Polson (who did the same but gave them low prices). He sent Morarji Desai to organise the
farmers. In 1946, the milk farmers of the area went on a strike, which led to the setting up
of the cooperative to collect and process milk. Milk collection was decentralized, as most
producers were marginal farmers who could deliver, at most, 1–2 litres of milk per day.
Cooperatives were formed for each village, too.
The cooperative was further developed and managed by Dr. Verghese Kurien with H.M.
Dalaya. Dalaya's innovation of making skim milk powder from buffalo milk (for the first
time in the world) and a little later, with Kurien's help, making it on a commercial
scale, led to the first modern dairy of the cooperative at Anand, which would compete
against established players in the market. Kurien's brother-in-law K.M. Philip sensitized
Kurien to the needs of attending to the finer points of marketing, including the creation and
popularization of a brand. This led to the search for an attractive brand name. In a
brainstorming session, a chemist who worked in the dairy laboratory suggested Amul,
which came from the Sanskrit word "amulya", which means "priceless" and "denoted and
symbolised the pride of swadeshi production."

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The trio's (T. K. Patel, Kurien and Dalaya's) success at the cooperative's dairy soon spread
to Anand's neighbourhood in Gujarat. Within a short span, five unions in other districts –
Mehsana, Banaskantha, Baroda, Sabarkantha and Surat – were set up. To combine forces,
expand the market while saving on advertising, and avoid competing against each other,
the GCMMF, an apex marketing body of these district cooperatives, was set up in 1973.
The Kaira Union, which had the brand name Amul with it since 1955, transferred it to
GCMMF.
In 1999, it was awarded the "Best of all" Rajiv Gandhi National Quality Award.
Technological developments at Amul have subsequently spread to other parts of India.
The GCMMF is the largest food products marketing organisation of India. It is the apex
organisation of the dairy cooperatives of Gujarat. It is the exclusive marketing organisation
for products under the brand name of Amul and Sagar. Over the last five and a half
decades, dairy cooperatives in Gujarat have created an economic network that links more
than 3.1 million village milk products with millions of consumers in India. Gujarat
Cooperative Milk Marketing Federation Ltd.
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.
Type: Co-operative.
Founded: 1946 by Mr. Tribhuvandas Patel.
Headquarters‟: Anand, Gujarat, India.
Key people: Mr. Tribhuvandas Patel,
Dr. Varghese Kurien-manager, general manager later chairman (1949-
2006)

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Mr. H.M. Dalaya.
Revenue: US $ 5.9 billion (2016-17)
No. of employees: 750 employees of marketing arm & 3.6 million milk producer members.
Parent: GCMMF
Website: www.amul.com
ABOUT GCMMF
Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF) is India's largest food
product marketing organization with annual turnover (2016-17) US$ 4.1 billion. It is the
Apex organization of the Dairy Cooperatives of Gujarat, popularly known as 'AMUL‟,
which aims to provide remunerative returns to the farmers and also serve the interest of
consumers by providing quality products which are good value for money. Its success has
not only been emulated in India but serves as a model for rest of the World. It is exclusive
marketing organization of 'Amul' and 'Sagar' branded products.
At the initial stage only 250 litres of milk was collected every day. However, with the
growing awareness of the benefits of the cooperatives, the collection of milk increased.
Today Amul collects 30 million litres of milk handled every day from 3.6 million producer
members (many illiterate), converts the milk into branded, packaged products, and delivers
goods worth Rs. 8 crores (Rs. 80 million) to over 10 lakh retailers in India. In addition,
they did not stop there they have reached to the household for home delivery which makes
their supply chain one of the most complicated in the world. Since milk is 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 to preserve it for long period.
Thus, today Amul has more than 200 chilling centres in various villages. Milk is collected
from almost 18549 societies.

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AWARDS
 Rajiv Gandhi National Quality Awards – 1999
 Amul - The Taste Of India(GCMMF)Receives International CIO 100 Award For
Resourcefulness
 Amul Bags International Dairy Federation Award
 Amul wins World Dairy Innovation Awards -2014
 Forbes India Leadership Awards -2015
 Making of Development India IT Awards For Digital India
Year of Establishment 1973
Members 18 District Cooperative Milk Producers‟ Unions
No. of Producer members 3.6 million
No. of Village Societies 18,549
Total milk handling capacity per day 30 million liters per day
Milk collection (Total- 2016-17) 6.44 billion liters
Milk collection (Daily Average 2016-
17)
17.65 million liters
Cattle feed manufacturing capacity 7800 Mts. per day
Sales turnover (2016-17) Rs. 27043 crores (US $ 4.1 billion)

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THE AMUL MODEL
The Amul Model of dairy development is a three-tiered structure with the dairy
cooperative societies at the village level federated under a milk union at the district level
and a federation of member unions at the state level.
Establishment of a direct linkage between milk producers and consumers by
eliminating middlemen
Milk Producers (farmers) control procurement, processing and marketing
Professional management
THE AMUL MODEL

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INTERNAL ORGANISATIONAL STRUCTURE

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PRODUCT DIVERSIFICATION
Amul Milk
nknlkn
Amul Desi A2 Cow Milk,
Amul Cow Milk, Amul Gold
Amul Tazaa, Amul Shakti,
Amul Slim Trim Milk, Amul
Chai Maza, Amul Diamond
Bread Spreads
Amul Choco Butter Spread,
Amul Butter, Amul Lite,
Delicious Fat Spread, Amul
Unsalted Butter, Amul Garlic
Butter.
Cheese
Amul Processed Cheese,
Amul Emmental Cheese
Amul Gouda Chees
Amul Cheese Spread
Pizza Mozzarella Cheese
UHT Milk
Amul Tazaa, Amul Gold
Milk,
Amul Calcic
Amul Moti Milk,
Amul Slim „N‟ Trim
Beverage Range
Kool Café, Kool Flavored
Milk
Memory Milk, Kool Koko,
Amul Stamina, Pro Drink,

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Masti Butter Milk, Amul
Lassi
Prolife Butter Milk,Smoothies
Amul Pro Amul Pro
Ice Cream
Amul EPIC
Amul Ice Creams
Flaavyo Frozen Yoghurt
Amul Cream Reach
Paneer
Amul Malai Paneer
Amul Fresh Paneer
Amul Tin Paneer
Dahi
Amul Masti Dahi,
Amul Probiotic Dahi,
Amul Flaavyo

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Ghee
Amul Brown,
Amul Ghee,
Sagar Ghee,
Amul Yellow (Cow) Ghee
Milk Powder
Sagar Tea Coffee Whitener,
Amul T-Special,
Sagar Skimmed Milk Powder
Amulya,
Amul Spray
Mithai Range
Amul Avsar Ladoo,
Amul Shirkand,
Amul Basundi,
Amul Gulab Jamoon
Mithai Mate Mithai Mate
Chocolates
Rejoice Assorted Chocolate,
Amul Cooking Chocolate,
Amul Chocozoo,
Chocolate Syrup,
Amul Wafer Chocolates.

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Lactose Free Milk Amul Lactose Free Milk
Fresh Cream Amul Fresh Cream,
Amul Whipping
Amul Sour Cream Amul Sour Cream
Pouch Butter Milk Amul Pouch Butter Milk
Amul Cattle Feed Amul Cattle Feed
Veg Burger Patty,
Veggie Stix, Aloo Tikki,

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CHAIRMAN AND BOARD OF DIRECTORS
SHRI RAMSINH PRABHATSINH PARMAR
Chairman
VRUNDAVAN SOCIETY,
AT&POST-DAKOR 388 225
TALUKO-THASRA
M. 9825017736
SHRI RAJENDRASINH DHIRSINH PARMAR
Vice Chairman
DAHEWAN HOUSE, RAJRSHEE NAGAR SOCIETY
OPP-WATER TANK,100 FEET ROAD
AT&POST-BORSAD 388 540
DIST-ANAND
M. 9825042930
Happy Treats Frozen
Potato
Snacks
Hash Brown,
Potato Wedges
French Fries.

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SHRI CHANDUBHAI MADHABHAI PARMAR
Member
BAROT VADO, OPP. RADHA BAG
MORAJ ROAD,
AT&POST-TARAPUR 388 180
DIST-ANAND
M. 9825475705
SHRIMATI MADHUBEN DHARMSINH PARMAR
Member
MITHAKUVA
AT&POST-PIPDATA 387 355
TALUKO-NADIAD
DIST-KHEDA
M. 9714545646
SHRIMATI SHARDABEN HARIBHAI PATEL
Member
AT-MOTIPURA KAMPA
POST-KAVATH 387620
TALUKO-KAPADVANJ
DIST-KHEDA
M. 9408199516

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SHRI JUVANSINH HATHISINH CHAUHAN
Member
NAVA GHARA,
AT&POST-MODAJ 387 130
TALUKO-MAHEMDAVAD
DIST-KHEDA
M. 9099828350
SHRI RADHUSINH MASURSINH PARMAR
Member
AT-DHORAWADA, POST-LIMARWADA
TALUKO-VIRPUR
DIST-MAHISAGAR
M. 9879460351
SHRI RAJESHBHAI GAJANAN PATHAK
Member
NEAR HINGDAJ MATA MANDIR, PATELVADA,
AT&POST-BALASINOR 388 255
DIST-MAHISAGAR
M. 9825030833

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SHRI VIPULBHAI KANTIBHAI PATEL
Member
MUKHINI KHADKI
AT&POST-DUMRAL 387 355
TALUKO-NADIAD, DIST-KHEDA
M. 9825042930
SHRI TEJASBHAI BIPINBHAI PATEL
Member
“DHARMBHAKTI”
AT&POST-PIPDAV 388 460
TALUKO-SOJITRA
DIST-ANAND
M. 9825045742
SHRIMATI NEETABEN BHARATBHAI SOLANKI
Member
BILYAPURA,
AT&POST-KHANDHLI 388 560
TA&DIST-ANAND
M. 9586380888

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SHRIMATI SAVITABEN AMARABHAI VAGHELA
Member
AT&POST-KHALAL
TALUKO-KATHLAL
DIST-KHEDA
M. 9925483811
SHRI RANJITBHAI KANTIBHAI PATEL
Member
PATEL BHUVAN, SUVARN KHADKI,
AT&POST-SARSA 388 365
DIST-ANAND
M. 9879944454
SHRI DHIRUBHAI AMARSINH CHAVDA
Member
SHRI HARI NILKANTHVARNI, N H-8
NEAR VATRAK BRIDGE
AT&POST-HARIYALA 387 570
TA-MATAR, DIST-KHEDA
M. 9824008678

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SHRI R.S.SODHI
Member
MANAGING DIRECTOR
GUJARAT CO-OPERATIVE MILK MARKETING
FEDERATION LTD
AT&POST-ANAND 388001
PH. 02692-258506-09
SHRI A P ASARI
Member
DISTRICT REGISTRAR CO-OPERATIVE
SOCIETIES
211-2ND FLOOR, OLD SEVA SADAN
BORSAD CHOKDI
ANAND 388001
M. 9427170589

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Objective of the study:
 Primary Objective :
1. To identify market potential of various AMUL products in HoReCa Sector.
2. Also capture new market, which is untouched.
3. Collect information regarding distributors of competitor products.
 Secondary Objective :
1. Creating awareness about the new products of Amul.
2. Also study usage pattern and buying Behaviour of the Consumers.
Scope of the study:
In order to increase the sale of its product the company needs to keep record of the
consumption need of its product. These data‟s are collected from various HoReCa outlets
in respected areas. Therefore, the organisation needs to keep a record of the data to assume
the consumption in the areas and allot distributor in respect to the consumption.
The present study can be relevant for the concerned organization‟s Marketing Department
for the purpose of understanding the consumption level of the consumers with, and scope
for any improvement in the distribution channel of the Corporation.

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METHODOLOGY
Methods of Data Collection:
 A primary survey was conducted using the list of question provided in the
questionnaire to analyse consumer purchasing channels and preferences in terms of
the product they purchase directly from the distributor or any third party in
involved (i.e. Wholesaler, Retailer, Modern trade) and also find out their monthly
consumption of Amul product or competitor product on an monthly basis and also
collect data to find out Amul market share in HoReCa Sector.
 Data Collection
 Primary and Secondary sources were utilized for data collection and valuation.
Data was collected using techniques like interviews, surveys.
Techniques Key Facts
Interviews • Interviews were conducted in
person
• Interviews were formally,
informally structured and semi
formally.
• Question were focused, clear
and encourage open-ended
responses.
Questionaries' and Surveys • Responses were analysed by
quantitative methods by
assigning numerical value
marketing scale.
Market Observation • Market observation was studied

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to understand the market
demand of Amul products and
also for other information
required for the report.
Sampling:
 20 Whole Sellers were assumed to be the sample for the whole market.
 50 Hotels, Restaurants were taken for study of this project from the selected areas
for the purpose of study.
About the questionnaire:
The questionnaire as described earlier were used buy us to interview them; it
contains 10 questions to be responded by them. To get the best output from the
method, questionnaire has been set with both close and open-ended questions. The
purpose of the open-ended question was to enable any open suggestions, which can
be valuable for the study.

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Data Analysis And Interpretation
PROJECT
Sample Size: 50
Area of Conduct: Howrah, Kadamtala, Satragachi, Salap, Avani Riverside Mall, Kona Exp
Way, Uluberia
1. What are the major cuisines served?
13%
19%
4%
1%
30%
5%
17%
11%
MAJOR CUISINES
FAST FOOD CHAIN
CHINESE
TEA/COFFEE
PARLOUR
BAKERY/CONFECTIO
NARY
NORTH INDIAN
SOUTH INDIAN
MAJOR CUISINES NUMBERS OF OUTLETS (%)
FAST FOOD CHAIN 11 13%
CHINESE 16 19%
TEA/COFFEE PARLOUR 3 4%
BAKERY /CONFECTIONARY 1 1%
NORTH INDIAN 25 30%
SOUTH INDIAN 4 5%
BENGALI 14 17%
MULTI CUISINE 9 11%

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As shown in the above Pie Chart the share of North Indian Cuisine is leading by
30% and followed by Chinese and Bengali Cuisine by 19% and 17% respectively.
Interpretation: In todays generation people opt to consume north Indian Food for
variance in options of their product and Chinese dishes as well because of their
light consuming.
2. What are the type of the dairy products they use for their Dishes?
PRODUCT NUMBERS (%)
BUTTER 36 30%
CHEESE 21 18%
MARGARINE 5 4%
UHT MILK 3 2%
UHT CREAM 20 17%
ICE CREAM 2 2%
PANEER 13 11%
DAHI 3 3%
POUCH MILK 10 8%
CREAMER 1 1%
GHEE 4 3%
POTATO SNACKS 1 1%

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As per the following Pie chart we can assume that butter is the most used dairy product
used in HoReCa Sector i.e. 30% followed by Cheese and UHT Cream ( Amul Fresh
Cream) by 18% and 17% Respectively.
Interpretation: As described in the earlier chart we consist of maximum number of North
India Cuisine due to which demand of Butter, Cheese and UHT Cream is increasing
rapidly.
30%
18%
4%2%
17%
2%
11%
3%
8%
1%3%1%
PRODUCT
BUTTER
CHEESE
MARGARINE
UHT MILK
UHT CREAM
ICE CREAM
PANEER
DAHI
POUCH MILK
CREAMER
GHEE
POTATO SNACKS

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3. What is the level of quality of Amul Products?
.
As shown in the above diagram it the quality response regarding the Quality of Amul
Products as known the brand is delivers the best quality products But few have Low
quality response by 14%.
Interpretation:As we know Amul is known for his quality but there is also few remarks
about the quality that is because of the product delivered to the customer at wrong state. As
it is related to dairy and require proper storage unit so there are cases where due to lack of
facility the products got damaged.
86%
14%
QUALITY
HIGH
LOW
QUALITY NUMBERS
OF
RESPONSSES
(%)
HIGH 43 86%
LOW 7 14%

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4. What is the Purchase channel of the Restaurants and hotels?
As shown in the above pie chart the chain of purchase of dairy products is highest from
whole seller then the super market (Modern Trade) and then the distributor.
Interpretation: The chain of purchase is highest from the whole seller as in the respected
areas there is shortage of distributors and for their credibility.
20%
50%
2%
13%
15%
PURCHASE CHANNEL
SUPER MARKET /CASH &
CARRY
WHOLESALE
DIRECT PARTY
RETAILER
DISTRIBUTOR
PURCHASE CHANNEL NUMBERS (%)
SUPER MARKET/CASH & CARRY 9 20%
WHOLESALE 23 50%
RETAILER 6 13%
DISTRIBUTOR 7 15%
DIRECT PARTY 1 2%

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5. What is the purchase Frequency of the Products need for the Hotels and
Restaurants?
As shown in the above graph the data depicts the purchase frequency of Hotels,
Restaurants during a month to know they purchase all at once or on regular basis. 2-3 times
is Maximum with 48% followed by More Than 8 Times by 32%.
Interpretation: As it is shown the maximum purchase frequency is 2-3 times is higher these
is because of the proper established Hotels, Restaurants who can afford to purchase at huge
bulk and the next group consist of Fast Food chain, small Hotels purchase more than 8
times P/M because of limited resource and capital. This differ from area to area.
48%
13%
7%
32%
PURCHASE FREQUENCY
2-3 TIMES
4-6 TIMES
8 TIMES
MORE THAN 8 TIMES
PURCHASE FREQUENCY NUMBERS (%)
2-3 TIMES 21 48%
4-6 TIMES 6 13%
8 TIMES 3 7%
MORE THAN 8 TIMES 14 32%

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Market Share Of Amul Products
1. What is the market share Amul Butter?
Company Units Consumed (in Kg)
Amul 536
Bimal 15
As shown in the above Pie Chart Amul Butter is leading in market share by 97% and other
competitor is Bimal with 3% of market share.
Interpretation: Amul Butter is leading in the butter Sector as its Butter is an well known for
its quality and taste also for their availability in sizes suitable for HoReCa sector and the
other 3% i.e. of Bimal is because of their low price.
97%
3%
BUTTER
AMUL
BIMAL

UNTAPPED MARKET
- 35 -
2. What is the market share of Amul Cheese?
Units Consumed (in Kg)
AMUL 85
BRITANNIA 8
GO 51
As shown in above Pie Chart Amul is the leader in Cheese sector by 59% and their main
competitor is of Go by 35% followed by Britannia.
Interpretation:As described Amul is the leading brand by there is a huge competition with
Go because of their distribution channel and availability of product of Go.
59%
6%
35%
CHEESE
AMUL
BRITANNIA
GO

UNTAPPED MARKET
- 36 -
3. What is the market share of Amul Dahi?
AMUL 24
MOTHER DAIRY 120
LOCAL 45
As described in above Pie Chart the market share of Mother Dairy is leading by 63%
followed by Amul by 24% and so on.
Interpretation: As described the reason due to leading in Market Share of Mother Dairy is
due to the supply chain of the product which increase their availability it also the effect of
the cold storage facility provided by the company.
13%
63%
24%
DAHI
AMUL
MOTHER DAIRY
LOCAL

UNTAPPED MARKET
- 37 -
4. What is the market share of Margarine?
AMUL 39
NUTRALITE 4
As shown in the above graph the market share of Amul Margarine is leader by 98%
followed by Nutralite by 8%.
Interpretation; As given there is a huge gap between both the product as Amul‟s Margarine
and of Nutralite is because of the brand value and also the taste preference and price.
92%
8%
MARGARINE
AMUL
NUTRALITE

UNTAPPED MARKET
- 38 -
5. What is the market share of Amul Panner?
SUDHA 30
AMUL 15
LOCAL 121
As shown in the above graph the leading brand in Paneer is of the local brands by 73%
followed by Sudha by 18% and then Amul by 9%.
Interpretation: The market share of Amul in Paneer sector is quite the opposite then of the
other sector because of the price of Paneer by Amul is 285 p/kg much higher than of Local
Panner, which is of 120 or 140 p/kg.
18%
9%
73%
PANEER
SUDHA
AMUL
LOCAL

UNTAPPED MARKET
- 39 -
6. What is the Market share of Amul milk?
Units Consumed (in Litre)
AMUL 780
LOCAL 10
MOTHER DAIRY 130
As shown in the above pie chart the market share of Amul is leading by 85% followed by
Mother Dairy that is of 14% and followed by so on by other local brands.
Interpretation: The market share of Amul milk is much more than of then other brand due
to reasons like Brand name, Availability and price is similar to other brands.
85%
1%
14%
AMUL POUCH MILK
AMUL
LOCAL
MOTHER DAIRY

UNTAPPED MARKET
- 40 -
7. What is market share of different companies in GHEE Sector?
BIMAL 10
ANIK 15
GO 1
SHREE 45
In the above diagram, it is described as their no market share of Amul in the Ghee
Sector. The leading brand in Ghee in HoReCa sector is Shree by 63% followed by
Anik by 21% and so on.
Interpretation: The Market share of Amul is nil in HoReCa sector due the
differences in price of their and competitor product. As HoReCa sector mainly
require goods on cheaper price to increase their profit.
14%
21%
2%
63%
GHEE
BIMAL
ANIK
GO
SHREE

UNTAPPED MARKET
- 41 -
LIMITATIONS OF THE PROJECT
 Areas were large to cover within limited period. As well as the distance between
one hotel to another was far.
 The respondents were uncomfortable while revealing their correct usage pattern
and the disclosing their existing purchase channel.
 They were uncomfortable of disclosing their distributor information.
 Non-cooperative approach of the respondent during survey.
 Location Barrier
 The distance was the major limitation of the study.
 Since all the products are not widely used by all the customers, it is difficult to
draw realistic conclusions based on the survey.
 There was no way to assess the reliability of the Hotels, Restaurant and caterer.
Whatever they stated we had to assume it the truth.

UNTAPPED MARKET
- 42 -
SUGGESTION AND RECOMMENDATION
 Availability of Distributors to hotels and Restaurants should be increased so that they
are able to have accessibility to same good at a lower price.
 Credibility should be provided to hotels and restaurants so that they can be attracted to
purchase goods from distributors.
 Amul should provide Deep frizzing unit to store Ice Creams and Beverages, which
might increase the availability of Amul products in the market.
 Amul should promote their frozen food more soundly so that more restaurants are
aware of their product.
 The Prices of Amul Chocolate is higher than of the competitor brand. Therefore, the
price should be decreased to increase its sales.

UNTAPPED MARKET
- 43 -
LEARNINGS
 During the survey it was found that Amul has 70% of the market share but quite the
opposite when it comes to Ghee.
 It was found that Amul Butter is the most preferred Butter within the HoReCa
Sector and also Amul Fresh Cream.
 Generally consumer purchase Amul Product for their quality as well as their brand
name.
 During the survey it was found that there are still many Hotels and Restaurants who
are unaware of Amul Frozen Product. (i.e. French Fries, Burge Patty, Hash Brown)
 The price of Amul chocolate was higher then the same quality product of the
competitor brand.
 Similarly other then that Amul Products are priced lower than other competitor
brand.

UNTAPPED MARKET
- 44 -
CONCLUSION
 Amul is one of the leading Brand in the dairy product sector of this country. It aims
to provide product at reasonable rate maintaining the quality of the product. It has a
vast product line and a huge customer base always help to keep its market share
intact.
 It has the maximum market share in the market when it come to Butter, Cheese,
Milk, Dairy whitener, But has the minimum market share at Ghee, Chocolate.
 Consumer purchase products of Amul due to their brand name and their quality.
 The Awareness of the frozen food was at the minimum at the respected areas of
Howrah.
 The hotels and restaurants were unaware of few products and have issues with the
distributor, as they were unable to reach them.
 The Channel of purchase of maximum outlets were through the whole seller as they
have limited capital they prefer credit mode of purchase.
 There were also issues with the VC Cooler provide through the company as Amul
was not providing them with the Cooler for the storage of Ice Cream.
 The market share of Ghee, Chocolate is at the minimum due to the price is much
higher than the competitors brand.
 The promotion is very low when it comes to frozen food sector.

UNTAPPED MARKET
- 45 -
Bibliography
 http://www.amul.com/
 http://www.amul.com/products/horeca.php
 http://www.amul.com/m/about-us

UNTAPPED MARKET
- 46 -
Questionnaire
Questionnaire for visiting HoReCa segment customers:
1) HORECA Code: _____________________________________
2) HORECA Name : _____________________________________
3) Location:______________________________________
4) Purchase Manager Name and Mobile Number: _________________
5) Chef‟s Name and Mobile Number: _________________
6) Type of HoReCa visited: Tick appropriate Option(s)
BENGALI
NORTH
INDIAN SOUTH INDIAN CHINESE ITALIAN
CONTINENT
AL
THAI KOREAN JAPANESE TIBETAN MULTI CUISINE
FAST FOOD
CHAIN
TEA/COFFEE
PARLOUR MITHAI SHOP
BAKERY/CONFE
CTIONARY AMERICAN
MEDITERRANE
AN LEBANESE
MUGHLAI GOANESE
7) What are the dishes do you serve? (Take Picture/HardCopy of Menu Card)
___________________________________________________________________
_
___________________________________________________________________
_
___________________________________________________________________
_
8) What are the Dairy Ingredients/Products you use for your dishes?
BUTTER
PROCESSED CHEESE
(Block or Slices)
MOZZARELLA CHEESE
(Block)
DICED CHEESE
UNSALTED BUTTER FRESH CREAM POUCH MILK UHT MILK (Tetrapak)

UNTAPPED MARKET
- 47 -
ICE CREAM MITHAI MATE MARGARINE GHEE
CHEESE SPREAD PANEER DAIRY WHITENER
LIQUID/POWDER
CREAMER
FRENCH FRIES (6mm or
9mm)
POTATO WEDGES CHOCOLATE SYRUP Dahi
8) a)Satisfaction level with quality of Amul‟s products?
Very High High Average Low Very Low
8) b) If Very High/Satisfied with any of the product, mention reason below:
8) c)If Low/Very Low with any of the product, mention reason below:
9) Purchase Channel*:
Distributor Wholesale Retail
Direct
Party
Super Market/
Cash & Carry
10)a)If taking Amul products, then which Amul Distributor is serving the HoReCA?
Distributor Name: ____________________ Location: ________________________
10) b) If taking from Super Market / Cash & Carry, then Specify: ___________________
If taking from Wholesale, then Specify: __________________________
(Wholesaler name and number)

UNTAPPED MARKET
- 48 -
Supplier of Pouch Milk, Paneer and Dahi: _______________________________
(Fresh product supplier Name and Number)
Competitor & Non Competitor (Spices, juices, water, drinks, Sauce, Oil, sugar, atta,
Tea, cold drinks etc.) Product Supplier Details
Brand Distributor/Supplier Name Number Location
11)Purchase Frequency per month?
2-3 times 4-6 times 8 times
More than 8
times
12)What is your Mode of Payment?
Cash on Delivery Credit
13)If payment mode is Credit, then what is the credit terms - in number of days:
1-7 days 8-15 days 16-30 days > 30 days
15) a)Satisfaction level with Service of Amul‟s products?
Very High High Average Low Very Low
15) b)If Very High/Satisfied with service, mention reason below:
15) c)If Low/Not satisfied with service, mention reason below:
16) Any other Suggestions/Remark

UNTAPPED MARKET
- 49 -
(All data captured in the sheet has to be reflected on excel sheet to track the progress in future and do any
market size estimation. HoReCa code links the retailer data with the survey data for the above mentioned
analysis.)
SURVEY INTERN NAME : _______________________________
DMS UPDATION (YES/NO): _____________________________
HORECA
code Product group Product
Brand
(Amul/
Competitor)
SKU
(pack
size)
Monthly
Usage
(Qty in
Litre/Kg)
Cheese Cheese Spread Amul
Cheese Cheese Spread
Cheese Mozzarella Cheese (Block) Amul
Cheese Mozzarella Cheese (Block)
Cheese Processed Cheese (Block) Amul
Cheese Processed Cheese (Block)
Cheese Processed Cheese (Slices) Amul
Cheese Processed Cheese (Slices)
Cheese Diced Cheddar Cheese Amul
Cheese Diced Cheddar Cheese
Cheese Diced Mozzarella Cheese Amul
Cheese Diced Mozzarella Cheese
Butter Butter Amul
Butter Butter
Butter Butter Small Pack Amul
Butter Butter Small Pack
Butter Cooking Butter (Unsalted) Amul
Butter Cooking Butter (Unsalted)
Potato Snacks Frech Fries Amul
Potato Snacks Frech Fries
Potato Snacks Potato Wedges Amul
Potato Snacks Potato Wedges
Choco Syrup Chocolate Syrup Amul 625g
Choco Syrup Chocolate Syrup 625g
UHT Cream Low Fat Cream (Fresh Cream) Amul
UHT Cream Low Fat Cream (Fresh Cream)
Ghee Ghee Amul
Ghee Ghee
UHT Milk Standardised Milk (Gold) Amul
UHT Milk Standardised Milk (Gold)
UHT Milk Toned Milk (Taaza) Amul
UHT Milk Toned Milk (Taaza)
Pouch Milk Pouch Milk Amul
Pouch Milk Pouch Milk

UNTAPPED MARKET
- 50 -
SURVEY DATE :________________________________
Margarine Margarine Amul Lite
Margarine Margarine
Sweetened
Condensed Milk
Sweetened Condensed Milk (Mithai
Mate)
Amul
Sweetened
Condensed Milk
Sweetened Condensed Milk (Milk Maid)
Ice Cream Ice Cream Amul
Ice Cream Ice Cream
Milk Powder Dairy Whitener Amulya
Milk Powder Dairy Whitener
Paneer Paneer Amul
Paneer Paneer
Creamer Liquid Creamer Amul
Creamer Liquid/Powder Creamer
Dahi Dahi Amul
Dahi Dahi

Amul HORECA

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