Orgniziation study of dharwad milk union MINI PROJECT PPT
AMUL Allahabad
1. Presentation on the topic of
“To counter effectively the market competition and to
increase the market share of Amul fresh Products in the
division of Allahabad City”
Presented By
Durgesh Tiwari
Rahul Shukla
Vinay Mishra
G.B.Pant Social Science Institute Allahabad MBA (RD) Batch 2013-15
2. Contents
• Introduction
• Objective
• Methodology
• Findings
1- Milk
2- Buttermilk
3- Curd.
• SWOT Analysis
• Limitation of Study
• Recommendation
G.P.Pant Social Science Institute Allahabad MBA RD Batch 2013-15
3. Introduction
• Amul formed in 1946,managed by GCMMF.
• Amul has spurred the White Revolution of India.
• GCMMF is India's largest food products marketing organization.
It is a state level apex body of milk cooperatives in Gujarat.
• Amul Came in Allahabad in 2006.
• There are 15 distributors of Amul in the Allahabad city.
• Three types of Milk (Amul Taza, Gold, Baccha),only one type of Buttermilk and
curd available in Allahabad.
G.P.Pant Social Science Institute Allahabad MBA RD Batch 2013-15
4. Objective
• To asses the existing market share of Amul fresh products in
Allahabad City.
• Identification of problems in Market and strategies to enhance the
market share of Amul.
• Demand Vs Supply of Amul Products .
• To assess the relative performance of other brands .
G.P.Pant Social Science Institute Allahabad MBA RD Batch 2013-15
5. Methodology
Our methodology of summer training was following:
1- Survey Method
2-Questionaire
G.P.Pant Social Science Institute Allahabad MBA RD Batch 2013-15
7. Findings of Amul Milk
There are three types of Amul milk available in Allahabad City.(Taza,
Gold, Baccha)
• Apart from Amul, Shyam , Namaste India, Gyan , Parag was available in
the market.
• According to market survey 66% retailers have stock of Amul Milk .No
4%
Yes
96%
AVAILABALITY
G.P.Pant Social Science Institute Allahabad MBA RD
Batch 2013-15
8. • 34% are not holding the milk because of:
1-Low margin
2-Leakage of Milk pouch
3-No return of Leaked pouch.
4-Area not accessed by Distributors.
G.P.Pant Social Science Institute Allahabad MBA RD Batch 2013-15
9. Cont….
• Some other Reasons for not holding
1- Security money
2-No return of unsold and Leaked pouches.
3-Not giving less than 5 liters milk.
4-If retailers holding stock of other brands of milk more than Amul then
distributors not giving the Amul Milk.
G.P.Pant Social Science Institute Allahabad MBA RD Batch 2013-15
10. Cont…
• 59% of retailers preferred to keep the Amul Milk because of its brand
popularity
• Namaste India has emerged as the main competitor of Amul.
• Delivery of Amul Milk is very bad. Other brands are delivering the
products in early morning.
• Retailers told that Namaste India emerge as a competitor because low
distribution of Amul.
• Amul did not give incentive to their retailers.
G.P.Pant Social Science Institute Allahabad MBA RD Batch 2013-15
19. Findings Of Amul Curd
• There is only one form of Amul Curd is
available labeled as Masti Dahi which is
available in fresh form.
• Amul Curd costs Rs. 22 per piece of 200
gm. And it is not available in small pack
whereas another brands as Namaste
India and Gyan are catering 100 gm pack
of curd.
• In the market of Allahabad Amul Curd’s
stake is 38%.
G.P.Pant Social Science Institute Allahabad MBA RD Batch 2013-15
No
62%
YES
38%
Availability of Amul Curd in market of Allahabad over
700 outlets
20. Cont…
62% retailers don’t stock Amul Curd
because.
1. No Small Pack & not in added sugar
form.
2. No demand
3. Low distribution
4. Low margin
5. Low demand
G.P.Pant Social Science Institute Allahabad MBA RD Batch 2013-15
LOW DEMAND
13%
LOW DISTRIBUTION
10%
LOW MARGIN
51%
NO DEMAND
23%
NO SMALL PACK &
NOT IN ADDED
SUGER FORM
3%
RESONS OF UNAVAILABILITY
21. • Out of 38% retailers 60% retailers stocks Amul Curd preferred to keep
the Amul Curd because of its brand popularity
• Gyan has emerged as the main competitor of Amul with 39.86% of
market share.
• Delivery timing of Amul fresh products is irregular. Other brands are
delivering the products in early morning and two time in a day .
• Retailers told that Gyan emerged as a competitor because low
distribution of Amul.
• Amul did not give incentive to their retailers.
G.P.Pant Social Science Institute Allahabad MBA RD Batch 2013-15
22. Streangths of
Competitors
• 41% retailers told that low price is the
measure strength of different players in
respect of Amul.
• 36% of retailers responded that being in
Small pack and Added sugar form the
competing brands are doing better than
Amul.
• Good services, better margin and
availability are some other strengths of
competitors of Amul.
G.P.Pant Social Science Institute Allahabad MBA RD Batch 2013-15
AVAILABILITY
3%
GOOD SERVICE
15%
LOW PRICE
41%
MARGIN
5%
SMALL PACK &
ADDED SUGER FORM
36%
COMPETITOR'S STRENGTH
23. • Demand Vs Supply • Quality Rating Amul Curd
G.P.Pant Social Science Institute Allahabad MBA RD
Batch 2013-15
No
58%
YES
42%
AVERAGE
28%
BAD
11%
GOOD
28%
VERY GOOD
33%
24. SWOT Analysis
• Strength
• Highest demand
• Customer Brand
• Fresh products
Weakness :
• Low Distribution
• Unethical activity
• Leakage problem
• Distributor Behavior
• Distributors are giving the milk more than MRP
• Inaccessible outlets
• No return Policy
G.P.Pant Social Science Institute Allahabad MBA RD
Batch 2013-15an
25. Opportunity:
• 1/3 outlets of milk market are unreached.
• Delivery timing.
• Advertisements
Threats:
• The main threat if any, good distribution network of competing
brands
G.P.Pant Social Science Institute Allahabad MBA RD Batch 2013-15
