Gujarat co operative milk marketing federation limited.

A Report on
Summer project undertaken at
Gujarat co-operative milk marketing federation
limited.
June-July 2004
Study of market research on Amul Gulab Juman Instant Mix and
Tin.
Submitted To :- Mr. D.T.Raval. (Asst. Sales Manager)
GCMMF Ltd,
Kankaria,
Ahmedabad
Gujarat
Project Guide:- Mr. D.T.Raval
Submitted by:- Chaudhary Mahendra
2nd Sem. M.B.A.,
NRIBM, G.L.S.
Ahmedabad.

Acknowledgement
This project is an intrigal part of the partial fulfillment of the M.B.A.
programme. It is very essential to learn practical knowledge for a
management student.
I am thankful to Mr. Syed Hasan Ahmed Sr.Executive (HRD) of
GCMMF Ltd. And particularly to Mr. D.T.Raval., Asst.Manager (Sales),
Ahmedabad to assign me a summer training and provide me an opportunity
to gain practical knowledge, which is very important for enhancing my skill,
knowledge and ability. Mr. Raval sir who provides me a valuable guidance
at every stage when I needed. I also extend my gratitude to Mr. Nikunj sir,
Mr. Naval sir, and all the staff member of GCMMF Ltd. Kankaria,
Ahmedabad.
Chaudhary Mahendra
2nd Sem. M.B.A.
NRIBM, G.L.S.
Ahmedabad.

Objective of the study
 Consumer awareness about Amul Gulab Jamun Instant mix and Tin.
 Consumer buying behaviors.
 Market Penetration.

Data collection.
1. Data sources
® Secondary data sources: Previous research findings, sales data
available at marketing office, sales data available at distribution chain.
®Primary data sources: data collection from consumer and retailers.
2. Data collection method.
®Secondary data collection method: Searching from research report,
company’s physical data storage.
®Primary data collection method: By way of structured questionnaires
through personal interview of customer and retailer.

Sampling design
®The scope of the study is kept limited to the consumer and retailer of
the Ahmedabad city.
®Sampling frame: 1.outside octroi.
2.inside octroi.
3.wall city.
4.outside railway line.
®Sampling unit: Single household.
Retailer.
®Sampling size: 200 households.
200 retailers.

Amul
Amul means “priceless” in Sanskrit. A qulity control expert in Anand
suggested the brand name “Amul,” from the Sanskrit “Amoolya,”
Variants, all meaning “priceless,” are found in several Indian languages.
Amul products have been in use in millions of homes since 1946. Amul
butter, Amul milk powder, Amul ghee, Amulspray, Amul cheese, Amul
gulab jamun instant mix and tin, Amul chocolates, Amul shrikhand,
Amul ice-cream, Amul milk have made Amul a leading food brand in
India. Today Amul is a symbol of many things of high quality products
sold at reasonable prices. Of the genesis of a vast co-operative network.
Of the triumph of indigenous technology. Of the marketing savvy of a
farmers organization. And have a proven model fore dairy development.
While Amul may justifiably take pride in having built the largest
food product business in the country, it does not pause to rest upon its
laurels. In this competitive environment, Amul has survived and grown
on the basis of our greatest strength: co-operative culture, co-operating
networking, market acumen and respect for both producer and the
consumer.
Amul has also taken the initiative to set up 100 of its own
brand retail parlors under ‘utterly delicious,’ this year, an initiative that
will give it a retail edge, compared to its competitors.

Research proposal.
A) Objective.
® Consumer awareness.
® Consumer buying behavior.
® Market penetration.
B) Research methodology.
1) Data collection.
Data sources.
® Secondary data sources: previous research findings, sales data
available at marketing office, sales data available at distribution chain.
®Primary data sources: data collection from consumer and retailers.
b) Data collection method.
®Secondary data collection method: searching from research report,
company’s physical data storage.
®Primary data collection method: by way of structured questionnaires
through personal interview of customer and retailer.
2) Sampling design
®Sampling frame: 1.outside octroi.
2.inside octroi
3.wall city

4.outside railway line.
®Sampling unit: Single households
Retailer.
® Sampling method: Convenience sampling.
®Sampling size: 200 households.
200 retailers
3) Data analysis and interpretation.
4) Summary of finding.
C) Recommendation.
D) Conclusion.

Data analysis
Analysis of retailer (outside octroi)
No. Of retailer who keep different brand of gulab jamun instant mix
& tin.
YES
73%
NO
27%
YES
NO
Brand presence at retailer outlet.
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Amul
GITS
Ramdev
Nestle
Ganesh
Gajanand
Brand
Retailer
Series1

Interpretation.
From the data seen in the graph, it is clear that 73% of retailer keep
gulab Jamun instant mix& tin. Amul, 29% of total retailer keeps GITS and
Ramdev 81% of total retailer keep Ganesh, 10% of total retailer keep
Gajanand and nestle, 5% of total retailer keep. Retailer keeps less Amul
gulab Jamun instant mix because of less consumer demand and there is a no
replacement facility so if the product is not sale there will be a loss for
retailer.
Highest selling at retailer shop.
100%
80%
60%
40%
20%
0%
Amul GITS Ramdev
Brand
Retailer
Series1
Interpretation
Out of total Gulab Jamun instant mix market GITS is at dominant
position by capturing highest market shares and “Ramdev” stood at second
position and “Amul” stood at third position with considerableacceptancein
the market. Other brand like Ganesh, Gajanand and Nestle have negligible
share.
Influencing factors for highest selling.
Influencing factor Rank
Quality 1
Consumer demand 2
Timely service 3
Price 4
Margin 5
Credit facility 6
Relationship with distributor 7

Interpretation.
Quality emerges as the main factor, followed by consumer demand,
which force to keep particular brand. Punctuality in delivery and service has
considerable influence. While margin and credit facitility stand last in the
ladder. Price as a factor has no much influence because is very less price
variation among market player. It is observed that those who sales only
Amul give highest preference to brand name compared to other while dealer
who sales other competitor’s brand give highest preference to quality and
consumer demand.
Awareness of Amul product.
Nature of response % Of respondents
Yes 43%
No 57%
YES
57%
NO
43%
YES
NO
Interpretation.
Results show that majority of people are not aware with different verities of
Amul product available in the market. But looking to the popularity of Amul
considerable fraction of people is not aware with gulab Jamun instant mix &
tin. So it should be considered for advertising emphasis.
Preference for scheme.
Cash discount 1
Free discount 2
Consumer discount 3
Display scheme 4
Coupon scheme 5
Scratch coupon 6
Quantity discount 7

Interpretation.
Retailer thinks about that how they can attract more customers by the
scheme and give the rank according it. They give first rank to cash discount
that like everyone and they give second number to free discount and third to
consumer discount which give benefit to customer. 4th rank is given to
display scheme which is benefited to retailer they give 5th & 6th rank to
coupon because it is complicated.
Amul distributor service
Satisfied
67%
Notsatisfied
33%
Satisfied
Notsatisfied
Attribute % Of not satisfaction
Frequency of service 43%
Replacement 42%
Credit facility 15%
Interpretation.
With concern to frequency of service, they find unsatisfactory service.
Distributors are not giving service properly at some places. With
replacement they are much unsatisfied and they are not keeping perishable
product like gulab jamun instant mix. Credit facility is attributed fair view
with reference to many retailers, which ultimately depend on their relation
and commercial track record.

Anaslysis of consumer response (outside octroi)
Use of gulab jamun instant mix & tin.
Respondents Percentage
Yes 79%
Caterer 10%
No 11%
Interpretation.
Result show that majority of respondents consume gulab Jamun instant
mix & tin of standard brand product. Caterer’s gulab Jamun users are less
compared to those but they also have considerable share. There are some
people those who don’t consume gulab jamun.
Consumer lookout for branded purchase.
Brand Consumption%
GITS 58%
Amul 18%
Ramdev 16%
Ganesh 4%
Gajanand 2%
Other 2%
80%
60%
40%
20%
0%
Ramdev
Amul
GITS
Nestle
Ganesh
Gajanand
Brand
Consumption
Series1

Interpretation
Most of respondents are users of GITS but Amul and Ramdev also have
remarkable share. Consumer is not aware about Amul gulab jamun instant
mix & tin. So it should be considered for advertising emphasis.
Awareness of the brand.
Brand name Awareness
GITS 71%
Ramdev 46%
Amul 33%
Ganesh 25%
Gajanand 12%
Nestle 12%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Ramdev
Amul
GITS
Ganesh
Gajanand
Nestle
Brand
Awareness
Series1
Interpretation
It was observed that people are well aware with traditional product like
Amul milk, ghee, butter and ice cream. But it surprises when they display
poor awareness for product like gulab jamun instant mix & tin. Specifically
the Amul gulab jamun tin suffers from the low awareness. Thus it tempts
one to conclude that efforts are required to communicate such varieties.

Preference of influencing factor for choosing above brand.
Quality 1
Taste 2
Brand name 3
Price 4
Package 5
Availability 6
Interpretation
Consumer attribute quality as influencing factor for purchase of
respective brands. They also consider taste as second criteria for purchase.
The third preference is given to brand name. They don’t give much
important to price, package and availability because there is no much price
differentiation within different players, package are also almost same.
Frequency of use
Time period % Of respondent
Monthly 12.5
Every two month 21
Quarterly 21
Six month 45.5
Interpretation
There is a very low use of the gulab jamun among consumer. Half of
the consumer purchasing at a average of six months and 21% consumer
purchasing at a interval of two to three months
Generally when purchase
Particular % of Respondent
Guest 42
Party 10
Festival 68
Regular 30
Occasion 17

Interpretation
Most of the consumer purchase the gulab jamun on the festival so to
increase the same they can give the discount on scheme on festival. 40%
consumer purchase when their is guest and 30% consumers purchase
regularly.
How did u come to know about Amul gulab jamun instant mix and tin
35%
30%
25%
20%
15%
10%
5%
0%
Shopkeeper
Word of mouth
T.V.(Adv.)
Newspaper
Sources
Consumer
Series1
Interpretation
One third of consumer come to know by the news paper advertise so
this advertise is effective so we can give more advertise in news paper on the
festival so the consumer can come to know about Amul julab jamun instant
mix and tin. We can also give them TV advertise but it is less effective
because there is a general advertise of Amul and people doesn’t come to
know about gulab jamun.
Use of alternative brand.
Alternative preference % Of respondent
Amul GITS 33
Amul Ramdev 11
Amul Nestle 10
Amul Ganesh 11
Amul Gajanand 5
Other Amul 30

Interpretation
Data show that many of Amul users prefer their alternative brand as
Gits, and also some prefer Ramdev, Nestle and Ganesh. As alternative of
Amul gulab jamun instant mix while reversibly 30% respondents who
currently use other brand give preference for Amul as an alternative brand.
So Amul must consider that prospect to convert them to a Amul.
Simultaneously Amul should keep in mind to retain the customer who use
amul but prefer Gits as their next choice.
Retailer force for other brand.
YES
13%
NO
87%
YES
NO
Interpretation
Only 12.5% of retailer forces the consumer for other brands because if
they don’t have amul gulab jamun instant mix then they force the consumer
for other brand by saying that this quality is good than amul.
When there is scheme / discount you will purchase more.
YES
33%
NO
67%
YES
NO

Interpretation
Only 33% of consumer are ready to purchase more when there is any
scheme or discount is given then those who are not purchasing Amul gulab
jamun instant mix are purchasing it when there is scheme. The retailer also
stock the product and sells it so when there is scheme the sales will increaser
many retailer say that we keep amul julab jamun instant mix only when there
is a scheme. Consumer purchase on festival so we should give the scheme
on diwali and on other festivals.
Analysis of retailer (Inside octroi)
& tin.
YES
85%
NO
15%
YES
NO
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Amul
GITS
Ramdev
Ganesh
Gajanand
Nes tle
Brand
Retailer
Series1

Interpretation.
gulab Jamun instant mix& tin. Amul, 18% of total retailer keeps GITS 82%
and Ramdev 65% of total retailer keep Ganesh, 5% of total retailer keep
Gajanand 11% and nestle, 6% of total retailer keep. Retailer keeps less amul
gulab Jamun instant mix because of less consumer demand and there is a no
replacement facility so if the product is not sale there will be a loss for
retailer.
100%
80%
60%
40%
20%
0%
Amul Ramdev Gits
Brand
Retailer
Series1
Interpretation
Out of total gulab Jamun instant mix market GITS is at dominant
position and “Amul” stood at third position with considerable acceptance in
share.
Quality 1
Consumer demand 2
Timely service 3
Price 4
Margin 5
Credit facility 6

Interpretation.
considerable influence. While margin and credit facility stand last in the
consumer demand.
Yes 41%
No 59%
YES
41%
NO
59%
YES
NO
Interpretation.
Results show that majority of people are not aware with different
varieties of Amul product available in the market. But looking to the
popularity of Amul considerable fraction of people is not aware with gulab
Jamun instant mix & tin. So it should be considered for advertising
emphasis.

Cash discount 1
Free discount 2
Consumer discount 3
Display scheme 4
Coupon scheme 5
Scratch coupon 6
Quantity discount 7
Interpretation.
Retailer thinks about that how they can attract more customers by the
Not
satisfied
36% Satisfied
Satisfied
64%
Not satisfied
Attribute % Of not satisfaction
Replacement 42%
Credit facility 15%

Interpretation.
Analysis of consumer response (Inside octroi)
Yes 62%
Caterer 15%
No 23%
Interpretation.
Result show that majority of respondents consume gulab Jamun
instant mix & tin of standard brand product. Caterer’s gulab Jamun users are
less compared to those but they also have considerable share. There are
some people those who doesn’t consume gulab jamun.
Brand Consumption%
GITS 46%
Amul 23%
Ramdev 9%
Ganesh 7%
Gajanand 4%
Nestle 11%

50%
40%
30%
20%
10%
0%
ramdev
Ganesh
Amul
GITS
Nestle
Gajanand
Brand
Consumption
Series1
Interpretation
Most of respondents are users of GITS but Amul and Ramdev also
have remarkable share. Consumer is not aware about Amul gulab jamun
instant mix & tin. So it should be considered for advertising emphasis.
GITS 77%
Ramdev 46%
Amul 69%
Ganesh 46%
Gajanand 38%
Nestle 54%

100%
80%
60%
40%
20%
0%
ramdev
Ganesh
Amul
GITS
Nestle
Gajanand
Brand
Awareness
Series1
Interpretation
It was observed that people are well aware with traditional product
like Amul milk, ghee, butter and ice cream. But it surprises when they
display poor awareness for product like gulab jamun instant mix & tin.
Specifically the Amul gulab jamun tin suffers from the low awareness. Thus
it tempts one to conclude that efforts are required to communicate such
varieties.
Quality 1
Taste 2
Brand name 3
Price 4
Package 5
Availability 6
Interpretation

Frequency of use
Time period % Of Respondent
Monthly 23
Two monthly 23
Quarterly 24
Six month 30
Interpretation
There is a very low use of the gulab jamun among consumer. Half of the
consumer purchasing at a average of six months and 23% consumer
Particular % Of respondent
Guest 34
Party 15
Festival 59
Regular 46
Occasion 7
Interpretation
Most of the consumer purchases the gulab jamun on the festival so to
consumer purchase when there is a guest and 46% consumers purchase
regularly.
How did u come to know about amul gulab jamun instant mix and tin
60%
50%
40%
30%
20%
10%
0%
Shopkeeper T.V.(Adv.) Newspaper
Sources
Consumer
Series1

Interpretation
One forth of consumer come to know by the news paper advertise so
festival so the consumer can come to know about amul julab jamun instant
mix and tin. We can also give the TV advertise but it is less effective
because there is a general advertise of amul and people doesn’t come to
Alternative preference % Of respondent
Amul GITS 17
Amul Ramdev 15
Amul Ganesh 8
Amul Gajanand 16
Other Amul 44
Interpretation
Data show that many of amul users prefer their alternative brand as
gits, and also some prefer Ramdev, Nestle and Ganesh. As alternative of
amul gulab jamun instant mix while reversibly 30% respondents who
So amul must consider that prospect to convert tem to a Amul.
Simultaneously amul should keep in mind to retain the customer who use
amul but prefer Gits as their next choice.
YES
23%
NO
77%
YES
NO

Interpretation
Only 23% of retailer forces the consumer for other brands because if
they don’t have amul gulab jamun instant mix then they force the consumer
for other brand by saying that this quality is good than amul.
When there is scheme / discount you will purchase more
YES
54%
NO
46%
YES
NO
Interpretation
54% of consumer are ready to purchase more when there is any
scheme for discount is given but those who are not purchasing amul gulab
many retailer say that we keep amul julab jamun instant mix only when
there is a scheme. Consumer purchase on festival so we should give the
scheme on diwali and on other festivals.

Analysis of retailer (Wall city)
& tin.
NO
38% YES
YES
62%
NO
70%
60%
50%
40%
30%
20%
10%
0%
Ramdev
Amul
GITS
Ganesh
Brand
Retailer
Series1
Interpretation.
gulab Jamun instant mix& tin. Amul, 21% of total retailer keeps GITS and
Ramdev 62% of total retailer keep Ganesh, 48% of total retailer keep.
Retailer keeps less amul gulab Jamun instant mix because of less consumer
demand and there is a no replacement facility so if the product is not sale
there will be a loss for retailer.

70%
60%
50%
40%
30%
20%
10%
0%
Ramdev
Amul
GITS
Brand
Retailer
Series1
Interpretation
position and “Amul” stood at third position with considerable acceptance in
share.
Quality 1
Consumer demand 2
Timely service 3
Price 4
Margin 5
Credit facility 6
Interpretation.

consumer demand.
Yes 46%
No 54%
YES
NO 46%
54%
YES
NO
Interpretation.
popularity of Amul considerable fraction of people are not aware with gulab
emphasis.
Cash discount 1
Free discount 2
Consumer discount 3
Display scheme 4
Coupon scheme 5
Scratch coupon 6
Quantity discount 7
Interpretation.
Retailer thinks about that how they can attract more customer by the

Not
satisfied
36% Satisfied
Satisfied
64%
Not satisfied
Attribute % of not satisfaction
Replacement 53%
Credit facility 15%
Interpretation.

Analysis of consumer response (Wall city)
Yes 66%
Caterer 18%
No 22%
Interpretation.
less compared to those but they also have considerable share. Their are some
people those who doesn’t consume gulab jamun.
Brand Consumption%
GITS 41%
Amul 18%
Ramdev 16%
Ganesh 21%
Gajanand 2%
Nestle 2%
50%
40%
30%
20%
10%
0%
Amul
Ramdev
Nestle
Gits
Ganesh
Gajanand
Brand
Consumer
Series1

Interpretation
GITS 88%
Ramdev 72%
Amul 66%
Ganesh 75%
Gajanand 23%
Nestle 18%
100%
80%
60%
40%
20%
0%
Amul
Ramdev
Gits
Ganesh
Gajanand
Nes tle
Brand
Awareness
Series1
Interpretation
varities.
Preferance of influencing factor for choosing above brand.
Quality 1
Taste 2
Brand name 3
Price 4
Package 5
Availability 6

Interpretation
Frequency of use
Time period % of respondent
Monthly 16
Two monthly 17
Quarterly 31
Six monthly 36
Interpretation
There is a very low use of the gulab jamun among consumer. Half of the
consumer purchasing at a average of six months and 17% & 31% consumer
Particular % Of respondent
Guest 16
Party 22
Festival 68
Regular 37
Occasion 16
Interpretation
Most of the consumer purchase the gulab jamunm on the festival so to
regularly.

50%
40%
30%
20%
10%
0%
Shopkeeper T.V.(Adv.) Newspaper
Sources
Consumer
Series1
Interpretation
One third of consumer come to know by the news paper advertise so
festival so the consumer can come to know about Amul julab jamun instant
mix and tin. We can also give them TV advertise but it is less effective
because there is a general advertise of Amul and people doesn’t come to
Alternative preference % of respondent
Amul GITS 37
Amul Ramdev 15
Amul Ganesh 12
Amul Nestle 12
Other Amul 24
Interpretation
Gits, and also some prefer Ramdev, Nestley and Ganesh. As alternative of
So amul must consider that prospect to convert tem to a Amul.
Amul but prefer Gits as their next choice.

Interpretation
YES
19%
NO
81%
YES
NO
Only 19% of retailer force the consumer for other brands because if
they don’t have Amul gulab jamun instant mix then they force the consumer
for other brand by saying that this quality is good than Amul.
Interpretation
YES
NO 42%
58%
YES
NO
scheme or discount is given but those who are not purchasing Amul gulab
many retailer say that we keep Amul julab jamun instant mix only when

Analysis of retailer (outside railway line)
& tin.
YES
54%
NO
46%
YES
NO
70%
60%
50%
40%
30%
20%
10%
0%
Ramdev
Amul
GITS
Nestle
Ganesh
Gajanand
Brand
Retailer
Series1
Interpretation.
gulab Jamun instant mix& tin. Amul, 18% of total retailer keep GITS and
Ramdev 58% & 46% of total retailer keep Ganesh, 52% of total retailer
keep Gajanand and nestle, 32% & 16% of total retailer keep. Retailer keeps
less amul gulab Jamun instant mix because of less consumer demand and
there is a no replacement facility so if the product is not sale there will be a
loss for retailer.

40%
30%
20%
10%
0%
Amul Ramdev GITS Ganesh
Brand
Retailer
Series1
Interpretation
positioin by capturing highest market shares and “Ganesh” stood at second
position and “Ramdev” stood at third position with considerable acceptance
in the market. Other brand like Ganesh, Gajanand and Nestle have negligible
share.
Quality 1
Consumer demand 2
Timely service 3
Price 4
Margin 5
Credit facility 6
Interpretation.
who sales other competitor’s brand give highest preferance to quality and
consumer demand.

Yes 44%
No 56%
YES
NO 44%
56%
YES
NO
Interpretation.
popularity of Amul considerable fraction of people are not aware with gulab
emphasis.
Cash discount 1
Free discount 2
Consumer discount 3
Display scheme 4
Coupon scheme 5
Scratch coupon 6
Quantity discount 7
Interpretation.
Retailer thinks about that how they can attract more customer by the

Satisfied
61%
Not satisfied
39% Satisfied
Not satisfied
Attribute % of not satisfaction
Replacement 42%
Credit facility 15%
Interpretation.

Analysis consumer response (outside railway line)
Yes 56%
Caterer 20%
No 24%
Interpretation.
less compared to those but they also have considerable share. Their are some
people those who doesn’t consume gulab jamun.
Brand Consumption%
GITS 28%
Amul 14%
Ramdev 19%
Ganesh 26%
Gajanand 9%
Other 4%
30%
20%
10%
0%
GITS
Amul
Ramdev
Ganesh
Gajanand
Nes tle
Brand
Consumer
Series1
Interpretation

GITS 68%
Ramdev 49%
Amul 38%
Ganesh 61%
Gajanand 20%
Nestle 14%
80%
60%
40%
20%
0%
Ramdev
GITS
Amul
Nestle
Ganesh
Gajanand
Brand
Awareness
Series1
Interpretation
varieties.
Quality 1
Taste 2
Brand name 3
Price 4
Package 5
Availability 6

Interpretation
Frequency of use
Time period % Of respondent
Monthly 8
Two monthly 15
Quarterly 29
Six month 48
Interpretation
There is a very low use of the gulab jamun among consumer. Half of
the consumer purchasing at a average of six months and 15% & 29%
consumer purchasing at a interval of two to three months
Particular % of respondent
Guest 22
Party 14
Festival 64
Regular 32
Occasion 12
Interpretation
Most of the consumer purchases the gulab jamun on the festival so to
regularly.

60%
40%
20%
0%
Shopkeeper T.V.(Adv.) New spaper
Sources
Consumer
Series1
Interpretation
One third of consumer come to know by the T.V. advertise so this
advertise is effective so we can give more advertise in T.V. on the festival so
the consumer can come to know about Amul julab jamun instant mix and
tin. We can also give newspaper advertise but it is less effective.
Alternative brand % Of respondent
Amul GITS 31
Amul Ramdev 16
Amul Ganesh 22
Amul Nestle 4
Other Amul 27
Interpretation
Gits, and also some prefer Ramdev, Nestle and Ganesh. As alternative of
So Amul must consider that prospect to convert tem to a Amul.
Amul but prefer Gits as their next choice.

YES
24%
NO
76%
YES
NO
Interpretation
Only 24% of retailer forces the consumer for other brands because if
they don’t have Amul gulab jamun instant mix then they force the consumer
for other brand by saying that this quality is good than Amul.
YES
NO 42%
58%
YES
NO
Interpretation
scheme or discount is given but those who are not purchasing Amul gulab
many retailer say that we keep Amul julab jamun instant mix only when
Summary of finding
Objective of research was to identify consumer awareness, consumer
buying behaviors and market penetration.

Research was carried out for this purpose in the Ahmedabad, which is
divided in four areas, outside octroi, inside octroi, wall city and outside the
railway line.
The data was collected through structured questionnaire in which 200
retailers and 200 consumers we contacted for their views on various aspects
of the study.
As per the response obtained and through detailed analysis of it, the facts
can be summarized as follow.
1. Gits is the leader of gulab jamun of instant mix market with 58%
market sale, Ramdev is the second largest player with 22% market
share. Amul is at third position with only 12% market sale.
2. Gits is available at 71% of retailer stores, 63% retailers keep ramdev
brand.. while only 22% of total retailer keep Amul gulab jamun
instant mix in their stores.
3. Majority of retailer are satisfied with the replacement policy of other
brand and get replacement on unsold and damaged gulab jamun
instant mix.
Amul is not giving replacement so they are not keeping the Amul
gulab jamun instant mix in their store.
4. Most of the retailer get almost equal profit margin from each brand
because of the high sale of Gits mix julab jamun instant mix, retailer
get maximum profit from Gits
due to low demand and low sales of Amul gulab jamun instant mix,
retailer get very low overall profit even though Amul provides almost
equal margin to retailer.
5. Most influencing factor for keeping above brand is quality and brand
name in their views. Punctuality and services are later in their
consideration, while margin and credit facility remain last in their
ladder. For consumption of Amul, consumer attributed brand name
and quality as the only influencing factor. Retailer indicated that
consumer demand force them to keep Amul otherwise they are not
interested to sale.
6. Consumer gulab jamun consumption pattern suggest get majority of
consumer use instant mix, but still caterers gulab jamun users have a
noticeable sales. By capturing such consumers there is use potential
for Amul to increase its sales of gulab jamun tin.
7. Consumer gets higher rank to quality followed by taste as an
important facto influencing the consumption of gulab jamun brand
name and easy availability were also considered.

8. alternative brand for preference indicate bright prospect for Amul.
Competition customers give preference to Amul as their alternative
choice. Diverting such customers towards Amul can be a market
opportunity. Amul also has some fraction of loyal customer who do
not prefer any of competitors band as a substitute of Amul. The base
of such loyal customer should be increased to reinforce its market
leader position.
9. Some of the Amul retailers were found forcing other brands on amul
customer at their outlets. Steps like exclusive amul dealing are
required to prevent I at the easiest.
10.baffling results are found with concern to Varity awareness some
people are not well aware with julab jamun tin. Data show that
unawareness is not high but for such well known brand it must be
considered by Amul advertising wing.
Recommandation
1. It is observed that some fraction of respondent who consume Gits and
Ramdev prefer Amul as an alternative brand, thus by converting such

prospective customers into first time research, users Amul can realize
increase in sales figure.
2. By increasing frequency of advertising and proving display materials,
Amul can simulate retailer to store more Amul gulab jamun and
consumer to buy more. Consumer awareness can be increased.
3. No doubt “ Amul” is a very strong brand name in the dairy industry
but for gulab jamun product Amul has a poor image in the mind of
retailer as well as consumer compare to Gits and Ramdev. So it is
necessary to build a positive band image of Amul gulab jamun instant
mix and tin.
4. Many consumer complain about the Amul gulab jamun tin that gulab
jamun are not so soft and fresh as clatterers. So the gulab jamun
should be made soft and also we can make it of round shape.
5. Retailers are not keeping Amul gulab jamun instant mix in their stores
because there is not replacement facility. And product also comes late
after the manufacturing date.
Other strategies…
Exclusive dealing.. … An ethical way for strengthen you position!!!
When the marketer wants that the dealer doesn’t handle competitor’s
products, this is called exclusive dealing. Both parties benefit from this
arrangement the marketer obtain more loyal and dependable outlets, and
dealer obtain a steady source of supply of demanded product and stronger
marketer support.
Customer care…. For enforcing your position!!!
Such handsome words are becoming need for any marketer. Each
organization needs well established system to care for company customers
which handle various activities like satisfaction interview, quality survey,
urgent handling of their complains, replacement for genuine complaints, and
many other things to create and retain loyal customers. Which is the brand
value for the company. Customer here does not mean only consumer of the
product but also includes dealer and retailer of the product.
Advertising…… A necessity for effective communication!!!

Informative advertising aims to create awareness the knowledge of
new product for new feature of existing product e.g. some problem with
variety awareness can be solved through such advertising. Information
advertising has advertises which has detailed information about contents
about products, its uses and various benefits which are offered by the
product.
Distribution channel member … As a true business partner.
Every member of distribution should be treated as true business
partner and some mutually beneficially arrangement must be established
which serve to the ultimate goal of customer satisfaction but by providing
good quality product and easy availability of it. Every one should involve
achieving this goal by anyhow.
Distributor are acquainted with field staff assistants, while retailer are
giving poor view about it. Regular visit of field staff to dealer is necessary to
find solution of their problem. It is not possible to meet frequently to all of
them but regular route should be followed, which cover attainable dealer per
day. Thus all the dealer can be covered at regular interval and their
confidence can be won by hearing to their problems.
Similar look packaging of private player is creating confusion among
customers and also sometimes and also dealers are passing such products to
illiterate consumers. Therefore by anyhow such presence in the market
should be prevented i.e. by legally or others.
Ex. Ramesh Chauhan, CEO of Parle, copyright hexagonal shape of
mineral water packaging bottle for its brand Bisleri, so no other can copy
such hexagonal shape botteling.
Conclusion

By analyzing the survey finding it is concluded that Amul is a leader
in the dairy industry. Amul julab jamun has a very low market share even
though Amul has a positive image in the mind of retailers. To compete with
MNC such as Gits, GCMMMF have to build a strong brand image for gulab
jamun product. For that Amul have to provide more display materials and
replacement facility to the retailers and has to rethink advertising strategy for
gulab jamun.
It is never too late to capture a market if you have a better performing
brand. Only it has to be new different and better.
Lindsay Owen John
(L’oreals Chairman)
Limitation of the project:-

Project have a certain limitation, which are as following.
1. There are many retailers who keep different brands of gulab jamun
instant mix such as provision store, super store, parlors, kariana stores,
etc. so projection of real picture of gulab jamun market is difficult.
2. Due to lack of time the area of study is always keep limited.
3. Mentality and disposition of the retailer at the time of survey may
effect the response.
4. Relative ranking of areas features create some confusion in consumers
mind.
Bibliography
Books

Marketing Management (Philip Kotler)
Magazines
Business world
Web sites
www.amul.com
www.amul.coop
Contents
No. Topic Page No.

Gujarat co operative milk marketing federation limited.

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