2. INTRODUCTION
Amul was formed in the year 1946 under the inspiration of Sardar Patel, and
the guidance of leaders like Morarji Desai and Tribhuvandas Patel to stop the
exploitation by middlemen.
It was started by the name of Kaira District Co-operative Milk Producers Union
Ltd.
It was started with just two village dairy co-operative societies and 247 litres of
milk.
Amul grew from strength to strength under 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.
3. It has its headquarter at Anand ,Gujarat.
The organizational structure is divided into 6 zones; Delhi , Kolkata , Guwahati
,Ahmedabad ,Chennai and Mumbai.
It has 60 sales offices or branches across all 6 zones.
In Uttar Pradesh it has its sales office at Kanpur , Lucknow , Varanasi , Ghaziabad and
Agra.
It has four distribution highways under which different products were supplied to the
customers with the help of channel partners.
Frozen – ice cream, paneer, pizza.
Cold – butter, cheese and chocolates.
Ambient (dry) – UHT, dry milk powder.
Fresh – pouched milk, pouched butter milk, dahi.
4. POINTS OF OBSERVATION
Consumer awareness of Amul slim and trim (SnT) milk
Awareness and interest of retailers for amul slim and trim milk.
Comparative study of 3 area delivery agents to evaluate their distribution system and
performance along with the mapping of routes they follow and the physical location
of the retail points.
5. CONSUMER AWARENESS
To determine the status of awareness for the product a total of 150 consumers who
already consume Amul milk were surveyed , the findings were as following :-
Out of 150 ,only 34 (23%)responded with YES and 116(77 %) for NO on the
question of knowing about Amul SnT milk.
Out of 34 consumer who agreed to know about Amul SnT ,the source for the
information was doctor for 6(19%), retailers for 20(59%) and friends and relatives
for 7(21%) consumers.
On the question of being ever trying the double toned milk, out of 150 ,12(8 %)
responded with YES and 138(92 %) with NO .
On the question of offering 500ml pack for Rs 17, 73(49 %) showed their interest to
purchase , 39 (26 %)consumer responded with NO and 38(25 %) consumer said that
they can’t say anything at this moment.
6. On the question to purchase 350 ml at Rs 10, only 66(44%) responded with YES, 39
(26 %)consumer said NO and 45(30 %) said that they can’t say anything at this
moment of time.
7. COMMUNICATION
STRATEGY
ADVERTISEMENT
At online platform(social platforms)
Offline platforms
Print media
AWARENESS
Health camps
Marathon sponsorship
Especial promotion at hospitals and gym
DISTRIBUTION OF FREE SAMPLES
8. RETAILER AWARENESS
AND INTEREST
100 Retailers were surveyed for the purpose and the findings are :
Out 0f 100 retailers only 10(10%) said that they sell skimmed or double toned
milk.
Out of these 10 retailers ,6 agreed for Parag, 2 for Gyan and 1 for Paras and
Mother dairy each, no retailer agreed to have Amul double toned milk with him.
When asked about the awareness of Amul double toned milk(SnT) only 64(64%)
retailers said that they knew about it and 36(36%) said that they don’t know about
it.
On the question that do they educate consumer about double toned milk and
push Amul SnT milk to consumer ,only 12 and 8 retailer responded to each
question with YES.
9. On the question about the type of consumer for double toned milk , 6 retailers
said that only old age people buy it from them, 5 agreed for patients only and 6
said that the consumer for double toned milk belongs to all categories, 83
responded that no body buys double toned milk from them.
Meanwhile when asked about their interest to sell 350 ml Amul SnT milk at Rs
10, 49 retailers responded with YES, 50 said No and 1 retailer went with CAN’T
SAY option.
10. COMPARATIVE STUDY OF
ADA’s
NAME OF
ADA
MOHD. HASHIM
SURAJ
(SIRAJ UL HAQ)
SONU
(PERVAJ KHAN)
TIMING OF
SUPPLY
RELATIONSHIP
WITH RETAILERS
COVERAGE
POTENTIAL TO
INCREASE
MARKET
