MARKET EXPANSION OF AMUL FRESH PRODUCT &

COMPETITOR ANALYSIS

NAME- Pritam Majumder

ROLL NO- DM17MA44
PRN NO- DM17D35
MARKETING+ANALYTICS

COMPANY- GCMMF Ltd (AMUL)

SUMMER INTERNSHIP PROJECT

SECTOR INFORMATION OF FAST MOVING CONSUMERS GOODS
 Annual Average Growth Rate Of 15% Over The Last Decade

 By 2020 Estimated Market Size $103.7 Billion

 Fmcg Industry Contribute 2.4% In Indian GDP

FMCG INDUSTRY SIZE IN INDIA(US$ BILLION) RURAL FMCG MARKET IN INDIA (US$ BILLION)

120 120

100
103.7 100
100
80 80

60
60

40
40 46.5 47.8 49.9
41.1 44.9 29.4
20
20 30.2 34.2 18.92
21.3 24.2 12.3 13 14.8 16.2
9.2 10.4
15.7 17.8 0
0
2009 2010 2011 2012 2013 2014 2015 2016 2025
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2020

SOURCE-IBEF.ORG(2018)
COMPANY INFORMATION
 Formed In 14 December 1946, Based At Anand In The State Of Gujrat
 Founder And Chairman Tribhuvandas Patel, Later Dr. Verghese Kurien (1949-2006)
 750 Employees Of Marketing Arm & 3.6 Million Milk Producer Members

AMUL CHOCOLATE MARKET SHARE (2017) IN PERCENT

MARKET SHARE
GCMMF
MOTHERDAIRY
0.94%
HATSUN AGRO
22.77% PRODUCTS
33.53%
MATRO DAIRY
PUNJAB STATE
6.78%
NANDINI BRAND
1.32%
13.00% CREAM BELL
5.27%
PARAG MILK
GITS MILK
7.91%
8.48%

SOURCE- MOTILAL OSWAL REPORT(2017)

COMPETITOR ANALYSIS
AMUL ICE-CREAM
MITHAI RANGEMARKET
MARKETSHARE (2017)
SHARE (2017) IN PERCENT BEVERAGE MARKET SHARE (2017) IN PERCENT
IN PERCENT
AMUL CURDMARKET
MARKET SHARE
SHARE (2017)
AMUL CHOCOLATE MARKET SHARE (2017) IN PERCENT AMUL BUTTER (2017)ININPERCENT
PERCENT
HUL 3.00% 1.00%
5.00%
AMUL 6.00%
15.00% MOTHER DAIRY 8.00% 2.00%
10.00% CREAM BELL AMUL
2.00% METRO
11.00%
5.00%
6.00% 4.00% NESTLE 90.00%
ROLLICK 8.00%
40.00% 55.00% HALDIRAMS 18.00% 61.00%
8.00%
25.00% GITS
2.00%

AMUL ; 12.00% 30.00% AMUL BRITANNIA NESTLE OTHERS

OTHERS; 4.00%
AMUL MOTHER DAIRY METRO
CADBURY BRITANNIA OTHERS
NESTLE
NESTLE; 16.00% AMUL FROZEN FOODS MARKET SHARE AMUL CHEESE
(2017) MARKET SHARE (2017) IN PERCENT
IN PERCENT
AMUL
MILK POWDER MARKET SHARE (2017) IN PERCENT
OTHERS
CADBURY; 68.00%
7.00% 3.00%
7.00%
5.00% 15.00%
13.00% 25.00% AMUL85.00%
65.00%
BIRD EYE

55.00% HOT POCKETS

25.00% 45.00%
OTHERS
AMUL
35.00% BRITANNIA
SOURCE- MOTILAL OSWAL REPORT (2017)
AMUL BRITANNIA PRAG GO NESTLE
AMUL NESTLE BRITANNIA OTHERS OTHERS
INTERNSHIP PROJECT OBJECTIVE
PRIMARY OBJECTIVE
 To find Brand preference of Amul Products acceptance in
eastern side of Kolkata
 To find out new outlets, where Amul products do not reach
till now. and expand the market, sell the products
 To collect the information about the competitor
SECONDARY OBJECTIVE
 To propose strategies for sales promotional activities to
improve selling
 To identify potential new outlets for Amul and to increase
sales through the new outlets

PROJECT SCOPE
 It gives information about the services of company and distributors
 It gives information about the consumer promotion and Advertisement
 It gives information about the behavior of distributors with retailers
 It provides suggestions to the company to improve their products sales & distribution
Daily routine

6.30am: Start work

7am: Visit market

7.15 am: collecting order from

new market & new outlets
12pm: working on report data entry

1pm to 2pm- promotional activity / project

discussing with mentor
DAILY FIELD REPORT
PRODUCT NO OF
BEAT NAME DATE NEW OUTLETS ACTIVATED NEW TOTAL NO. OF CARATE(SALE)
IDENTIFIED OUTLETS CRATE(SALE)
MACHLANDAPUR 21.05.18 to 22 16 18 CARATE AMUL TAZA 43 CARATE
25.05.18
FULTOLA 26.05.18 to 18 10 11 CARATE
31.05.18
SANGHATI
THAKURNAGAR 1.06.18 to 23 16 31 CARATE AMUL SLIM & 23 CARATE
4.06.18 TRIM
GUMA 5.06.18 to 28 15 14 CARATE
8.06.18
17 17 CARATE
DUTTA PUKUR 9.06.18 to 22 AMUL GOLD 13 CARATE
13.06.18 13 11 CARATE
BONGAON 14.06.18 to 18
18.06.18 24 22 CARATE
CHANDPARA 19.06.18 to 36 25 14CARATE AMUL 1+1 10 CARATE
24.06.18
25.06.18 to 16 9 CARATE
BAMONGACHI 33
29.06.18 16 32 CARATE
BIRA 30.06.18 to 23 AMUL SAKTI 31 CARATE
2.07.18 18 28 CARATE
ASHOKNAGAR 3.07.18 to 22
6.07.18
14 20 CARATE
BARASAT 7.07.18 to 25
NILGANJ 10.07.18 AMUL DAHI 55 CARATE
SANGHATI 11.07.18 to 21 10 9 CARATE
15.07.18
STATION ROAD
BARASAT 16.07.18 13 AMUL LASSI 45 CARATE
STATION ROAD 210 227 AMUL PANEER 7 CARATE
TOTAL
304
RESEARCH METHODOLOGY
Market Research Is The Systematic Design, Collection, Analysis And Reporting Of Data And
Finding Relevant To A Specific Marketing Situation Facing The Company

MARKETING RESEARCH INVOLVES 5 STEPS

CH
AR H
S E C
E AR
R E
ER S
M RE
S U E R
N IL
CO TA
RE
DATA ANALYSIS & INTERPRETATION
Analysis Of The Data ( From The Questionnaire Obtain From The Retail Shops)(750 RESPONDENT)
8.WHAT
6.WHICHIS YOUR
SALESEXPECTATION FROM AMUL
PROMOTION ACTIVITY DO FRESH
YOU
3.WHICH
5.WHAT 7. ARE
IS YOU
IS THE
THE SATISFIED
SOURCE
MOST WITH
PREFERABLE
FROM AMUL
WHEREBRAND
DO YOU
OF 4.IF YOU STORE AMUL PRODUCT, THAN WHICH
1.Do You Stock Amul Fresh Product? 2.If no, why? PRODUCTS?
ACCEPT THE MOST?
GETDISTRIBUTOR?
FRESH PRODUCTS AMULTHAT
PRODUCTS?
YOU STOCK? BRAND DO YOU HAVE?

SATISFACTION
STOCK LEVEL
STOCKIEST
SOURCES
RETAILERS RETAILERS EXPECTATION
RETAILERS PREFERRED
PROMOTIONAL ACTIVITY

60% 8.00% AVAILABILITY 5.00%

7% 5.00%
LOW DISTRIBUTION; 10.53%
50% 30.00% 5.00% ABSENCE OF PACKAGING
15.00%10.00%
20.00% 30.00% AMUL
NO REPLACEMENT OF
20.00%
DATE; 15.79% PRICE
ABSENCE
FREE
DATE
AMUL
OFOFFSAKTI
PACKAGING
SAMPLES
AMUL TAZA
YES
LEAKAGE; 21.05%
40% 45.00% 40.00% REDCOW LOWCREDIT
MARGIN
AMUL FACILITY
DAHI
55.00%
70.00%
58% NO
THAKAR
COLDROLL
5.00%
PAKAGING 10%
LOW MARGIN;30.00%
NOADVERTISEMENT
REPLACEMENT
LEAKAGE
COUPONS
AMUL LASSI
OF
AMUL PANEER
30% 52.63% LOW DISTRIBUTION
42% P-O-P DISPLAYS
AMUL GOLD
25.00%
20%
10.00%
MARGIN 83%
10% 40.00%
32.00%
DISTRIBUTER SUB DISTRIBUTERS
0%
YES NO 0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
MACHLANDAPUR
9.GIVE YOU RATING TO FOLLOWING ATTRIBUTES OFGUMA
MARKET AMULMARKET
FRESH PRODUCTS?
60% LASSI MARKET POSITION DAHI MARKET
10.00%20.00%POSITION
10.00%
30.00% MACHLANDAPUR
20.00% MARKET
AMUL 30.00%
50% REDCOW
50% THAKAR
40.00% MOTHERDAIRY 40.00%
10.00% 45%
40%
40%
AMUL 8.00%
40% AMUL REDCOW THAKAR 31.00%
MOTHER DAIRY AMUL
20.00% THAKAR MOTHERDAIRY
33.00%
ASHOKNAGAR MARKET
COLD ROLL BAMONGACHI MARKETREDCOW
30%
30% 30% 30% MOTHERDAIRY 30% THAKAR
26.00% 5.00%
6.00% ICHAMATI COLDROLL
10.00%
15.00% 25.00%
27.00% 5.00%
10.00%
20% AMUL
20% 20%20% 20% 20%
40.00% REDCOW
15.00%
20.00% METRO

10%
24.00%
13% MOTHERDAIRY
COLDROLL
10% 10% 10% 10%
8% 30.00% 7%
40.00% 5% 5%
2% 0% 0%
0%
GOOD VERY GOOD AVERAGE BAD VERYBAD
AMUL REDCOW THAKKAR METRO
BRAND IMAGE COLDROLL
AVAILABILITY PACKAGING MARGIN QUALITY
ANALYSIS OF THE DATA ( FROM THE QUESTIONNAIRE OBTAIN FROM THE
CONSUMERS) (57 RESPONDENT)


 
DO
WHAT
DO
IF
IF YOU
Will
YES,
YOU
WHICH
YOU
YOU DOTHINK
YOUYOU
THEN
LOOK
LIKE
LIKE LIKE
MEDIA AMUL
TO
LIKE
WHICH
AMULFOR
AMUL BRAND
SWITCH
IN AMUL
VARIOUS
SCHEMES?
INFLUENCED
FRESH
FROZEN PRODUCTS
YOUR BRAND
PRODUCTS?
SCHEMES
PRODUCTS
PRODUCTS
YOUR IN
BRAND?
THENARE
THENTHEBETTER
PREFERENCE
FRESH,
WHAT
WHAT THAN
FROZEN OTHER
IFPREFER
YOU &GETBRAND
SOME
DAIRY AND
SCHEME
PRODUCTS?WITH
 Sellect
WHO the reason
INFLUENCE
Which of the for
YOUR
following making
BRAND
retail purchase
store in
PREFERENCE?
do you preferyour
most forDODO
YOU
YOU
preferred
buying LIKE
store
amul MOST?
MOST?
products?
UNBRANDED PRODUCTS? ANOTHER BRAND?
70%
40.00%
30.00%
AMBIENCE
35.00%
60% OTHERS 13%
25.00% 13.60%
18.20% 9.10%
30.00% 22.70% 27.30%
50%
PROXIMITY
20.00%
27.30% 27.27%
EXTRA QUANTITY
25.00% 27% TELEVISION
40%
45.45%
9.10% 53.60% AMUL AMUL MILK
TREATS
NEWSPAPER
SERVICE
15.00% YE
20.00%
30% 31.80% 9.09% SAMUL YES
AMUL DAHI
YES
FLAAVYO
PAMPHLETS
AMUL LASSI
PRICE OFF/DISCOUNTS
15.00%
10.00%
14.60% 72.70%
22.70%
NO
NO PANEER
AMUL
AMUL PIZZA
WORD OF MOUTH
45%
20%VARIETY 18.18% OTHERS
10.00%

10% 5.00%
SPECIAL PRICE 90.90%15%
5.00%
DISCOUNT 86.40%
0% 0.00% 0% 5% 10% store15%20%
Cuper20% 25% 30% 30% store
35%35% 40% 45%
0.00%
0% Kirana
FRESH5% store
FAMILY Convenience
10% 15%
FROZEN
FRIENDS market Departmental
25% RETAILERS
DAIRY ALL Others
OF 40%
THE ABOVE 45%
ADVERTISEMENTS
LEARNING / FINDING
How many new MILKstore you Existing
AVAILABLE
found in a territoryBONGAON
? outlets
CREATED NEW OUTLETS
(TEA STALL)New find out
outlets
Q1 TO BARASAT
750 304 60% MARKET POSITION OF AMUL MILK
800
How many of new outlet you New
750 find out Activated outlets 51%
Q2 activated? outlets of them 50%
700 46%
304 210
60030.00%
12.00%
How many days credit 40%
41%

competitors are giving to the MOTHER METRO THAKKAR BRITA COLD

Q3 retailers?
35.00% AMUL DAIRY DAIRY RED COW DAIRY
29% NNIA ROLL
500
15.00%
8.00%
0 2 30%2 7 7 0 27%
7

400 20%
How much margin
competitors are giving to the 304

300 for fresh products

retailers MOTHER METRO
10% THAKKAR COLD
Q4 in rupees? AMUL DAIRY DAIRY RED COW DAIRY 210 ROLL

200 0.50 -10.00 1.50-12.00 1.50-12.00 2.00-15.00 2.00-15.00 2.00-15.00

0%
ZA TI LD IM S
1
AMUL REDCOW K
POUCH TA SA
O TR U
100 L L L
G
& PL
Which apparel
METRO category is MILK
MOTHER DAIRY DAHI PANNER U U U 1
M M L
popular amongst the & & &
A M
BUTTER
A A
M
S LI U
M
Q4 customers?(Within
THAKAR 100) UHT LASSI CHEESE & GHEE ICE CREAM L A
DAIRY FROZEN
0 U
EXISTING OUTLETS FINDOUT NEW OUTLETS M
CREATED NEW OUTLETS
A
90 65 52 85 95 60 40
ACHIEVEMENTS
MACHLANDAPUR
THAKURNAGAR
DUTTAPUKUR
GUMA MARKET
BONGAON
SANGHATI MARKET
MARKET

BEFORE AFTER
10
12
35 6
10 16
14 16 10 16
6
12
10
35 16
10
14 15
11 13
9 149 14
10 14
12 13
30
5
10 11
8 9 8 12
7 12
12 7 10
11 11
257 48 24 8 107
48 6 6
10
10
6 86
20 18
3 5 7 78
356 858 6 7
4
154 6
3 646
24 93 43
103 2 43
44
2 2
125
1 222
1
00 00
AMUL
AMUL MILK
AMULMILK
MILK AMUL
AMUL DAHI
AMULDAHI
DAHI AMUL
AMUL LASSI
AMUL LASSI
LASSI AMUL0PANEER
AMUL
AMUL PANEER
PANEER AMUL MILK
AMULMILK
AMUL MILK AMUL DAHI
AMUL DAHI
AMUL DAHI AMUL LASSI
AMUL AMUL0PANEER
LASSI AMUL PANEER
PRODUCT QUANTITY SALE PER CARATE (RS) SALE
TOTAL SALE FROM EXISTING AND NEW OUTLETS
AMUL TAZA 43 CARATE 488.28 20,996
140,000.00
SAKTI 131,039 31 CARATE 512.40 15,884
120,000.00
GOLD 13 CARATE 607.68 7,899

SLIM & TRIM 23 CARATE 417.24 9,596

100,000.00
1+1 10 CARATE 752.40 7,524
80,000.00 75,000
LASSI 45 CARATE 490.60 22,077

PRODUCT
60,000.00 QUANTITY SALE PER CARATE (RS) 56,039 SALE
AMUL DAHI 1 KG 26 CARATE 475.00 12,350
AMUL DAHI 400ML
40,000.00 18 CARATE 547.20 9849.6
AMUL DAHI 200ML 11 CARATE 693.00 7,623
20,000.00
AMUL PANEER 7 CARATE 2,462.85 17.239.95

TOTAL SALE FROM EXISTING AND NEW OUTLETS

0.00
131,038.55(RS.) EXISTING OUTLETS
TOTAL SALE NEW OUTLETS
WORK SNAPSHOT PROMOTIONAL ACTIVITY
LEARNING FROM SIP
 The Main Aim Of The Study Was To Find The Consumer Buying Behavior Of Amul Milk

 To Know The Consumers Satisfaction Level

 To Know The Consumer Response To The Quality Of The Product

 To Know The Competitors Position In Bongaon To Barasat Market

 To Collect The Valuable Suggestion Of The Consumers In Terms Of Quality Of Product And
Services Of Amul

 Higher Price That Is Not Meeting The Competitors Rate As Bulk User Are Very Price
Sensitive. Other Dairies Are Providing Higher Margin

 Maximum People Wants More Promotional Offer Like Discounts, Gift Coupons In Buying
Bulk Of Products From Amul

 Amul does not give credit to their retailers, retailers want it from company because
competitors are giving it
SUGGESTION AND RECOMMENDATIONS

 Amul Fresh And Dairy Products Are Best In Market And Company Have To
Give Good Margin To Retailers For Selling Fresh And Dairy Products

 Increasing And Making Strong Its Distribution Network And Market Share Cause Biggest
Competitor Red Cow (Local Brand) And Metro Are Going Head To Head

 Increasing Thickness Of Milk For Competing Local Brands

 Open Dedicated Britannia Stores/Outlets Because In Amul Apos Are Selling Also Local Brands
Products