Uploaded bySumitPaul52
2,326 views

Amul HORECA

The project report aims to identify the market potential of Amul products in the HORECA (Hotels, Restaurants, and Catering) sector and explore untapped opportunities. It includes analysis of market size, competitor activities, and customer satisfaction, highlighting the importance of Amul's supply chain in meeting demand. The report is part of a summer internship conducted under the guidance of faculty at Unitedworld School of Business, Kolkata.

Food◦

Embed presentation

Download to read offline
TO IDENTIFY MARKET POTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE UNTAPPED MARKET - 1 - 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
TO IDENTIFY MARKET POTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE UNTAPPED MARKET - 2 - 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
TO IDENTIFY MARKET POTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE UNTAPPED MARKET - 3 - 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
TO IDENTIFY MARKET POTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE UNTAPPED MARKET - 4 - 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.
TO IDENTIFY MARKET POTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE UNTAPPED MARKET - 5 - 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
TO IDENTIFY MARKET POTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE UNTAPPED MARKET - 6 - 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.
TO IDENTIFY MARKET POTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE UNTAPPED MARKET - 7 - 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.
TO IDENTIFY MARKET POTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE UNTAPPED MARKET - 8 - 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.
TO IDENTIFY MARKET POTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE UNTAPPED MARKET - 9 - 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."
TO IDENTIFY MARKET POTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE UNTAPPED MARKET - 10 - 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)
TO IDENTIFY MARKET POTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE UNTAPPED MARKET - 11 - 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.
TO IDENTIFY MARKET POTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE UNTAPPED MARKET - 12 - 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)
TO IDENTIFY MARKET POTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE UNTAPPED MARKET - 13 - 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
TO IDENTIFY MARKET POTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE UNTAPPED MARKET - 14 - INTERNAL ORGANISATIONAL STRUCTURE
TO IDENTIFY MARKET POTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE UNTAPPED MARKET - 15 - 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,
TO IDENTIFY MARKET POTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE UNTAPPED MARKET - 16 - 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
TO IDENTIFY MARKET POTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE UNTAPPED MARKET - 17 - 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.
TO IDENTIFY MARKET POTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE UNTAPPED MARKET - 18 - 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,
TO IDENTIFY MARKET POTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE UNTAPPED MARKET - 19 - 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.
TO IDENTIFY MARKET POTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE UNTAPPED MARKET - 20 - 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
TO IDENTIFY MARKET POTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE UNTAPPED MARKET - 21 - 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
TO IDENTIFY MARKET POTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE UNTAPPED MARKET - 22 - 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
TO IDENTIFY MARKET POTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE UNTAPPED MARKET - 23 - 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
TO IDENTIFY MARKET POTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE UNTAPPED MARKET - 24 - 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
TO IDENTIFY MARKET POTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE UNTAPPED MARKET - 25 - 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.
TO IDENTIFY MARKET POTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE UNTAPPED MARKET - 26 - 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
TO IDENTIFY MARKET POTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE UNTAPPED MARKET - 27 - 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.
TO IDENTIFY MARKET POTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE UNTAPPED MARKET - 28 - 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%
TO IDENTIFY MARKET POTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE UNTAPPED MARKET - 29 - 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%
TO IDENTIFY MARKET POTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE UNTAPPED MARKET - 30 - 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
TO IDENTIFY MARKET POTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE UNTAPPED MARKET - 31 - 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%
TO IDENTIFY MARKET POTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE UNTAPPED MARKET - 32 - 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%
TO IDENTIFY MARKET POTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE UNTAPPED MARKET - 33 - 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%
TO IDENTIFY MARKET POTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE UNTAPPED MARKET - 34 - 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
TO IDENTIFY MARKET POTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE 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
TO IDENTIFY MARKET POTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE UNTAPPED MARKET - 36 - 3. What is the market share of Amul Dahi? Units Consumed (in Kg) 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
TO IDENTIFY MARKET POTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE UNTAPPED MARKET - 37 - 4. What is the market share of Margarine? Units Consumed (in Kg) 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
TO IDENTIFY MARKET POTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE UNTAPPED MARKET - 38 - 5. What is the market share of Amul Panner? Units Consumed (in Kg) 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
TO IDENTIFY MARKET POTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE 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
TO IDENTIFY MARKET POTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE UNTAPPED MARKET - 40 - 7. What is market share of different companies in GHEE Sector? Units Consumed (in Kg) 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
TO IDENTIFY MARKET POTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE 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.
TO IDENTIFY MARKET POTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE 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.
TO IDENTIFY MARKET POTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE 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.
TO IDENTIFY MARKET POTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE 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.
TO IDENTIFY MARKET POTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE UNTAPPED MARKET - 45 - Bibliography  http://www.amul.com/  http://www.amul.com/products/horeca.php  http://www.amul.com/m/about-us
TO IDENTIFY MARKET POTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE 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)
TO IDENTIFY MARKET POTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE 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)
TO IDENTIFY MARKET POTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE 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
TO IDENTIFY MARKET POTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE 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
TO IDENTIFY MARKET POTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE 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

More Related Content

PDF
To Study the Consumer satifaction for Amul Milk in Nashk Region
byYash Desai
 
PDF
64273610 marketing-strategies-haldiram
byKusha Vats
 
PDF
Summer Internship Project MBA at Britannia Industry Limited
byDalpat Parihar
 
DOC
Project -Marketing research project on consumer behaviour towards nike footwear
byNikita Sharma
 
DOCX
Project report. amul
byChunna Jha
 
PDF
Dabur Summer Internship
byjkn6301
 
DOCX
“ Market Survey Of PepsiCo Retailers On Merchandising Effectiveness”
byGovinda Biswas
 
PDF
Amul Report
byAnkita Singh
 
To Study the Consumer satifaction for Amul Milk in Nashk Region
byYash Desai
 
64273610 marketing-strategies-haldiram
byKusha Vats
 
Summer Internship Project MBA at Britannia Industry Limited
byDalpat Parihar
 
Project -Marketing research project on consumer behaviour towards nike footwear
byNikita Sharma
 
Project report. amul
byChunna Jha
 
Dabur Summer Internship
byjkn6301
 
“ Market Survey Of PepsiCo Retailers On Merchandising Effectiveness”
byGovinda Biswas
 
Amul Report
byAnkita Singh
 

What's hot

PPSX
Future recommendations to Amul Packaged milk for expansion in NCR
byAkash Tyagi
 
PDF
Project on Amul Ice Cream-pdf file
byRohan Bhayani
 
DOCX
Cadbury
byRahul Pandey
 
PPTX
Parle Products Presentation
byAkash Dhar
 
PDF
Parle-g marketing strategy
byDhruv Patar
 
PPTX
Britannia and Nestle-New Product Development and Product Life Cycle
byRanjani Balu
 
PPTX
Parle g company
byArpit Sem
 
PDF
Project report-on-amul
byvijugreat16
 
PDF
Project: Analysis of Marketing and Branding Strategies of Amul Butter
byGunjan Kalita
 
PPTX
Parle G, operations management by Manpreet singh digital
byManpreet Singh Chhabra
 
PPTX
Advertorial and Segmentation Targeting Positioning (STP) Analysis of AMUL
bySamiirr Ali
 
PPTX
Amul strategy presentation ppt
bysweetmonti
 
PDF
summer internship project on AMUL
byRutvik Unaliya
 
PDF
Amul SIP Project
byAnirban Ghosh
 
PPTX
FMCG SECTOR ANALYSIS
byarjunarg
 
PPTX
Amul distribution network
byYaswant Singh
 
PPTX
Amul - Business Strategy
byakashbalram
 
PPTX
Pulse candy
byDeepayan Biswas
 
PPTX
Colgate rural marketing
byBhavin Agrawal
 
PPT
Bcg matrix on parle
byRahul Gupta
 
Future recommendations to Amul Packaged milk for expansion in NCR
byAkash Tyagi
 
Project on Amul Ice Cream-pdf file
byRohan Bhayani
 
Cadbury
byRahul Pandey
 
Parle Products Presentation
byAkash Dhar
 
Parle-g marketing strategy
byDhruv Patar
 
Britannia and Nestle-New Product Development and Product Life Cycle
byRanjani Balu
 
Parle g company
byArpit Sem
 
Project report-on-amul
byvijugreat16
 
Project: Analysis of Marketing and Branding Strategies of Amul Butter
byGunjan Kalita
 
Parle G, operations management by Manpreet singh digital
byManpreet Singh Chhabra
 
Advertorial and Segmentation Targeting Positioning (STP) Analysis of AMUL
bySamiirr Ali
 
Amul strategy presentation ppt
bysweetmonti
 
summer internship project on AMUL
byRutvik Unaliya
 
Amul SIP Project
byAnirban Ghosh
 
FMCG SECTOR ANALYSIS
byarjunarg
 
Amul distribution network
byYaswant Singh
 
Amul - Business Strategy
byakashbalram
 
Pulse candy
byDeepayan Biswas
 
Colgate rural marketing
byBhavin Agrawal
 
Bcg matrix on parle
byRahul Gupta
 

Similar to Amul HORECA

DOCX
Parag Milk Food LTD
bychirag beladiya
 
PDF
Harshit shekhar -Consumer Buying Pattern towards Amul Product.pdf
byharshitshekhar50614
 
DOCX
A Study on Consumer Perception about Amul Ice Cream
byAslam Khan
 
DOC
Amul report
byAtul Mishra
 
PPT
Winter Internship Project - PGDM
byFarheen Khilji
 
DOC
Amul Mithaimate Analysis Report
byAbhishek Gupta
 
DOCX
A-List Food Market
byAustin Finn
 
PDF
Market penetration of amul beverage range products by dhruvil shah
byDhruvil Shah
 
PDF
Project Report on AMUL
byKumail Raza Muni
 
PPTX
Marketing Communication : Sales Internship Presentation by Kaveri Chandrashekar
byNorthpoint Centre of Learning
 
PPTX
Ansoff's Product Market Expansion Grid
byVijayant Khurana
 
DOCX
Vaundhara_Dissertation
byVasundhara Jalan
 
DOCX
Amul sudarshan
bySudarshan Ambavle
 
PDF
Amul_FinalReport_PDF
byAbhishek Kumar
 
PDF
Final project on Amul Dairy
byKiranSinha9
 
PPT
Consumer buying behaviour
byPradeep Chauhan
 
DOCX
SIP REPORT OF AMUL.docx
byAbhishekShaswat1
 
PDF
Britannia Project Report
bydeepshikha gupta
 
PDF
Summer internship report
byayush dwivedi
 
PDF
Umang-report
byUmang Kaushik
 
Parag Milk Food LTD
bychirag beladiya
 
Harshit shekhar -Consumer Buying Pattern towards Amul Product.pdf
byharshitshekhar50614
 
A Study on Consumer Perception about Amul Ice Cream
byAslam Khan
 
Amul report
byAtul Mishra
 
Winter Internship Project - PGDM
byFarheen Khilji
 
Amul Mithaimate Analysis Report
byAbhishek Gupta
 
A-List Food Market
byAustin Finn
 
Market penetration of amul beverage range products by dhruvil shah
byDhruvil Shah
 
Project Report on AMUL
byKumail Raza Muni
 
Marketing Communication : Sales Internship Presentation by Kaveri Chandrashekar
byNorthpoint Centre of Learning
 
Ansoff's Product Market Expansion Grid
byVijayant Khurana
 
Vaundhara_Dissertation
byVasundhara Jalan
 
Amul sudarshan
bySudarshan Ambavle
 
Amul_FinalReport_PDF
byAbhishek Kumar
 
Final project on Amul Dairy
byKiranSinha9
 
Consumer buying behaviour
byPradeep Chauhan
 
SIP REPORT OF AMUL.docx
byAbhishekShaswat1
 
Britannia Project Report
bydeepshikha gupta
 
Summer internship report
byayush dwivedi
 
Umang-report
byUmang Kaushik
 

Recently uploaded

PPTX
Coffee_Training on brewing methods & brewing fundamentals
bysamuelkinyanjui001
 
PDF
B Kumar's Articles in Food Samachar and Food Ni Vaat by B Kumar Food Consultn...
byB.Kumar Food Consultancy Services
 
PPTX
Food aditives and food labeling regulations.ppt.docs
bymuhammadalirazamahar
 
PPTX
Sandwiches PowerPoint presentation ILOCOS SUR
byMarielleRabara
 
PPTX
Two_Daily_Diet_Plans_aaaaPresentation.pptx
byjabirsalmath
 
PPTX
2026 Restaurant Food Trends Report by Robert_Ancill and TNI_Restaurant_Consul...
byRobert Ancill
 
Coffee_Training on brewing methods & brewing fundamentals
bysamuelkinyanjui001
 
B Kumar's Articles in Food Samachar and Food Ni Vaat by B Kumar Food Consultn...
byB.Kumar Food Consultancy Services
 
Food aditives and food labeling regulations.ppt.docs
bymuhammadalirazamahar
 
Sandwiches PowerPoint presentation ILOCOS SUR
byMarielleRabara
 
Two_Daily_Diet_Plans_aaaaPresentation.pptx
byjabirsalmath
 
2026 Restaurant Food Trends Report by Robert_Ancill and TNI_Restaurant_Consul...
byRobert Ancill
 

Amul HORECA

  • 1.
    TO IDENTIFY MARKETPOTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE UNTAPPED MARKET - 1 - 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
  • 2.
    TO IDENTIFY MARKETPOTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE UNTAPPED MARKET - 2 - 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
  • 3.
    TO IDENTIFY MARKETPOTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE UNTAPPED MARKET - 3 - 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
  • 4.
    TO IDENTIFY MARKETPOTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE UNTAPPED MARKET - 4 - 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.
  • 5.
    TO IDENTIFY MARKETPOTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE UNTAPPED MARKET - 5 - 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
  • 6.
    TO IDENTIFY MARKETPOTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE UNTAPPED MARKET - 6 - 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.
  • 7.
    TO IDENTIFY MARKETPOTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE UNTAPPED MARKET - 7 - 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.
  • 8.
    TO IDENTIFY MARKETPOTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE UNTAPPED MARKET - 8 - 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.
  • 9.
    TO IDENTIFY MARKETPOTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE UNTAPPED MARKET - 9 - 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."
  • 10.
    TO IDENTIFY MARKETPOTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE UNTAPPED MARKET - 10 - 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)
  • 11.
    TO IDENTIFY MARKETPOTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE UNTAPPED MARKET - 11 - 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.
  • 12.
    TO IDENTIFY MARKETPOTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE UNTAPPED MARKET - 12 - 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)
  • 13.
    TO IDENTIFY MARKETPOTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE UNTAPPED MARKET - 13 - 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
  • 14.
    TO IDENTIFY MARKETPOTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE UNTAPPED MARKET - 14 - INTERNAL ORGANISATIONAL STRUCTURE
  • 15.
    TO IDENTIFY MARKETPOTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE UNTAPPED MARKET - 15 - 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,
  • 16.
    TO IDENTIFY MARKETPOTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE UNTAPPED MARKET - 16 - 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
  • 17.
    TO IDENTIFY MARKETPOTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE UNTAPPED MARKET - 17 - 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.
  • 18.
    TO IDENTIFY MARKETPOTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE UNTAPPED MARKET - 18 - 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,
  • 19.
    TO IDENTIFY MARKETPOTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE UNTAPPED MARKET - 19 - 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.
  • 20.
    TO IDENTIFY MARKETPOTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE UNTAPPED MARKET - 20 - 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
  • 21.
    TO IDENTIFY MARKETPOTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE UNTAPPED MARKET - 21 - 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
  • 22.
    TO IDENTIFY MARKETPOTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE UNTAPPED MARKET - 22 - 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
  • 23.
    TO IDENTIFY MARKETPOTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE UNTAPPED MARKET - 23 - 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
  • 24.
    TO IDENTIFY MARKETPOTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE UNTAPPED MARKET - 24 - 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
  • 25.
    TO IDENTIFY MARKETPOTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE UNTAPPED MARKET - 25 - 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.
  • 26.
    TO IDENTIFY MARKETPOTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE UNTAPPED MARKET - 26 - 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
  • 27.
    TO IDENTIFY MARKETPOTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE UNTAPPED MARKET - 27 - 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.
  • 28.
    TO IDENTIFY MARKETPOTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE UNTAPPED MARKET - 28 - 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%
  • 29.
    TO IDENTIFY MARKETPOTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE UNTAPPED MARKET - 29 - 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%
  • 30.
    TO IDENTIFY MARKETPOTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE UNTAPPED MARKET - 30 - 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
  • 31.
    TO IDENTIFY MARKETPOTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE UNTAPPED MARKET - 31 - 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%
  • 32.
    TO IDENTIFY MARKETPOTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE UNTAPPED MARKET - 32 - 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%
  • 33.
    TO IDENTIFY MARKETPOTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE UNTAPPED MARKET - 33 - 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%
  • 34.
    TO IDENTIFY MARKETPOTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE UNTAPPED MARKET - 34 - 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
  • 35.
    TO IDENTIFY MARKETPOTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE 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
  • 36.
    TO IDENTIFY MARKETPOTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE UNTAPPED MARKET - 36 - 3. What is the market share of Amul Dahi? Units Consumed (in Kg) 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
  • 37.
    TO IDENTIFY MARKETPOTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE UNTAPPED MARKET - 37 - 4. What is the market share of Margarine? Units Consumed (in Kg) 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
  • 38.
    TO IDENTIFY MARKETPOTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE UNTAPPED MARKET - 38 - 5. What is the market share of Amul Panner? Units Consumed (in Kg) 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
  • 39.
    TO IDENTIFY MARKETPOTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE 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
  • 40.
    TO IDENTIFY MARKETPOTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE UNTAPPED MARKET - 40 - 7. What is market share of different companies in GHEE Sector? Units Consumed (in Kg) 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
  • 41.
    TO IDENTIFY MARKETPOTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE 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.
  • 42.
    TO IDENTIFY MARKETPOTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE 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.
  • 43.
    TO IDENTIFY MARKETPOTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE 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.
  • 44.
    TO IDENTIFY MARKETPOTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE 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.
  • 45.
    TO IDENTIFY MARKETPOTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE UNTAPPED MARKET - 45 - Bibliography  http://www.amul.com/  http://www.amul.com/products/horeca.php  http://www.amul.com/m/about-us
  • 46.
    TO IDENTIFY MARKETPOTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE 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)
  • 47.
    TO IDENTIFY MARKETPOTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE 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)
  • 48.
    TO IDENTIFY MARKETPOTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE 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
  • 49.
    TO IDENTIFY MARKETPOTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE 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
  • 50.
    TO IDENTIFY MARKETPOTENTIAL OF AMUL PRODUCTS IN HORECA SECTOR AND CAPTURE THE 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