amul Sip presentation

7/27/2019 amul Sip presentation

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TO ENHANCE THE VISIBILITY AND

PENETRATION OF AMUL ICE-CREAM IN

PATNA MARKET AT RETAIL LEVEL

By :-Nishita

50026



PENETRATION •Penetration is a measure of brand

VISBILITY

•Visibility can also refer to a company's presence in the

marketplace.



GCMMF (Gujarat Co-operative Milk Marketing Federation Ltd.)

Members 13 district cooperative milk producers union

No. of village societies: 15,760

No. of producers members 3.1 million

Total milk handling capacity: 13.67 million liters per day

Milk collection(daily average 2010-2011): 9.4 million liters

Milk drying capacity: 647 mtr. per day

Cattle feed manufacturing capacity:

Sales turn over(2010-2011):

3690mtr.per day

97.74crores(US$ 2.2 billion)



AMUL

• Formed in 1946

• Started out of white Revolution

• Formed by Dr Verghess Kurien

• Largest food brand in India



MARKET SHARE

source Busniess Map of India, Netscribes(India)Pvt.Ltd ).



SUPPLY CHAIN

Manufacturing Unit

(IDPL in Kolkata)

Carrying &Forward Agent

Distributor

Retailers & Vendors

Consumers



Porter’s 5 forces: Industry Analysis



Buyer Power:-

•Bargaining power of customer is high

•Customers are able to substitute from one brand of ice- cream to another

Supplier Power:-

•

Empower the milk producers



Threat of substitutes:-

•

No perfect substitute

Potential Entrants:-

•Requirement of large source of capital

Industry Rivalry:-

•The principal competitors in the ice-cream industry are large,

diversified companies with significant greater resources.



SWOT ANALYSIS IN PATNA

STRENGTH

•Brand Image

•Market Position

•Quality

•Variety



WEAKNESS

•Less number of Pushcart

•Lack of Supply

•Offer & Schemes



OPPORTUNITIES

• Sugarfree & Probiotic

Wellness Ice cream

•Tie-up with food chains,

restaurant



THREAT

•Cut throat competition.

•Lack of Brand Loyalty.

•Job Hopping



MAJOR COMPETITORS

BRANDS LOCAL PLAYERS

Vadilal, Kwality Walls etc Golden, Treat etc



OBJECTIVE

Primary objective:

The main objective of the project is to enhance the visibility and penetration of

Amul ice-cream in Patna market at retail level

Secondary objective:

To identify the issues related to retailers.

To take the retailers feedback regarding the service



RESEARCH METHODOLOGY

• Research Design: Descriptive

• Data Sources:

Primary Data: Questionnaire

Secondary Data: Data given by Amul office like distributors list etc

• Research Tool: Questionnaire

• Sampling Methodology:

Sample Frame: Retailers in Patna

Sample Size:50Sampling Method: Convenient Sampling



ANALYSIS

The detail analysis of questionnaire is done by the graph & t-test

Factors important for retailer for stocking Ice cream

•Brand Image

•

Profit Margin•Supply

•Price of product

•Range of product

•Visibility

•Demand of product

•Offer & Schemes

E l ti



Explanation: Null hypothesis (H

o): There is no significant difference in the perception of retailers for the Brands

of the two companies. Alternative Hypothesis (H

1): There is significant difference in the perception of the retailer of the

Brand Image of the two companies. T-Test: Paired Two Sample for Means

Amul Kwality

Mean 4.16326531 3.959184

Variance 0.55612245 0.581633

Observations 49 49

Pearson Correlation 0.04859219Hypothesized Mean Difference 0

df 48

t Stat 1.37306602

P(T<=t) one-tail 0.08805624

t Critical one-tail 1.6772242

P(T<=t) two-tail 0.17611248t Critical two-tail 2.01063472

From above output we can see that p-value is 0.17 which is larger as compared to the alpha-value 0.05.

So here we accept the null hypothesis and arrive at the conclusion that there is no significant difference in the

perception of the retailers of the Brand Image of the two companies.



FINDING

• Strong Brand Image

• Irregular supply

• Lack of presence in Push cart segment

• Customer first choice

•

Lack of advertisement



RECOMMENDATIONS

• Need to improve supply scenario

• Need to increase Number of push cart

•Good distributors and retailers should be awarded

• Need to increase advertisement material



LIMITATIONS

•The time period of the project was 8 weeks, which may not enough

to understand the whole market.

•Findings are based on the assumption that the respondents have

revealed the correct information. There might be other possibility i.e.

hiding of data by shopkeepers, sharing of personal grievances aboutthe company which can hinder the result.

•Being peak season many retailers were busy and did not give time

to conduct survey.

•Some of the data like sales figure, amount of delivery and profit

margin the retailers didn’t want to share.



THANK YOU

amul Sip presentation

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