Jatin Shah 2010 Summer Project Cksvim

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PREFACE
As a part of curriculum and to be familiar with the real depth and wide span of the industry every student at the MBA is required to undergo intensive training of the field of business.
My interest is in Fast Moving Consumer Goods (FMCG) so I selected the Gujarat Co-operative Milk Marketing Federation Limited (GCMMFL), a marketing unit of AMUL India Limited as the most suitable place for training. GCMMF the dream incarnate of Dr. V. Kurien, milk man of India, with its sound infrastructure and nation wide network enjoys supremacy in the field of Dairy Products.
As a part of my project I undergo to a marketing research work to find out Retailers Satisfaction in terms of Product Quality, Brand Name, Services, Behavior, POP Support, Replacement, Product Condition on delivery by WD (Wholesaler/Distributor) of Amuls Ice-cream Products. Scientifically authentic analysis of Satisfaction Level of the Retailers and find out the reasons, which lead to dissatisfaction were also a part of my study and survey. To compete with other large players in the field I have recommended some suggestion in my project.
During this whole summer training I got a lot of experience in the field of sales and marketing and came to know about the management practices in real that how it differs from those of theoretical knowledge and the practically in the real life.
JATIN SHAH
C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.
ACKNOWLEDGEMENT
I would like to present this project report to Gujarat Co-operative Milk Marketing Federation Limited, Anand. As a student of C. K. Shah Vijapurwala Institute Of Management (CKSVIM), VADODARA, I would like to express my sincere thanks to all those who helped me during my whole training programme. I express a heart felt sense to of gratitude to Mr. Nadvijaysinh Gohil, Sr. Executive of HRD and Administration department who gave me the opportunity of training. Without their encouragement my project would not have been possible. Words are insufficient to express my gratitude toward Mr. Nimit Doshi, the HOD of Marketing Department, who arranged my whole training programme. I cannot prevent myself from thanking to Mr. Dhaval Parikh, Sales Manager AMUL India Ltd., Anand who helped me in the submission of a project application and motivated me during my project. I expressed sense of gratitude to my Director Dr. Rajesh Khajuria and Mr. Prakash Patel, faculty member, CKSVIM, Vadodara, for having spared his valuable time with me for all the guidance given in executing the project as per requirements of University. Last but not least, I would like to record my deepest sense of gratitude to my friends for their support and constant encouragement.
However, I accept the sole responsibility for any possible error of omission and would be extremely to the readers of this project report if they bring such mistakes to my notice. JATIN SHAH
EXECUTIVE SUMMARY
The objective of this project is to find out the market share of AMUL icecream in comparison to the other brands of ice-cream in Nadiad city. It also looked in the different factor of stocking decision to the product in the retail outlets. To do that in an efficient way I decide a sample size of 50 retailers and further they are divided into three zone wise clusters as the citys geographical background, so we can have the accurate and unbiased result.
To get accurate finding I have used Questionnaire as a tool of data collection, which is designed as per the requirement of information. The sampling design was used convenience sampling. The process of analysis was done through, frequency table, percentage, average, graphs and pie charts.
My objectives of the study is: To estimate market share of AMUL ice-cream in comparison to other competitor brand. To collect detailed information about the Brand Name, WD Behavior, Service provided, Product Availability, POP Support, ROI, Replacement, Consumer Demand, Quality of different Brand of ice-cream. To collect the information about the frequency of delivery of different brand of ice-cream to retailers. To collect suggestion provided by the outlets to the company for improvement of AMUL ice-cream. To assess satisfaction level of retailers stocking and selling of AMUL ice cream. The Ice-cream come under FMCG industry and the company associated with this product are AMUL, Vadilal, Havmor and other local brands, Among them AMUL is Indias leading Dairy product company. In this research I found that,
Although AMUL ice-cream has a strong position in the market but their Service, Replacement, and Product availability is poor in comparison to other brands like Vadilal and Havmor.
I also found that customer level of acceptance towards the AMUL products is very high but due to poor service, like whatever the product is not delivered timely, replacement is not done, there ware less cup and spoon in the packet sometime and also not provide an extra spoon. So, due to all this problem retailers are unsatisfied.
CONTANTS Of PROJECT
Sr. No. Chapter Name
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
Annexure:
Preface Acknowledgement Executive Summary Contents Industry Profile Organization Profile Project Profile Introduction Objectives Of The Study Significance Of The Study Survey Methodology Detail Findings Present Business Scenario Suggestion Conclusion
1. Map of Nadiad City. 2. Survey Questionnaire. 3. Retail Outlets List. 4. Bibliography
INDUSTRY PROFILE
Dairy Industry: In a Globe
The U. S. Farm Bill 2002, titled the Farm Security and Rural Investment Act of 2002 and signed by the US President George Bush, provides for continuation of the existing Milk Price Support Program. This would further depress international prices of dairy products and enhance subsidies. Under this Bill, instead of reducing trade-distorting subsidies, the US Department of Agriculture's Commodity Credit Corporation is committed to buy unlimited quantities of butter, cheese and skimmed milk powder (non-fat dry milk) from dairy plants at prices that enable them to pay a minimum support price for the milk supplied by farmers. Under a scenario where international prices are lower than domestic prices, traders can and do make quick profits without any big investment. But the interests of the large numbers of farmers with critical dependence on dairy may be totally forgotten. Though WTO framework is based on free trade, European Union and the United States have bypassed and even openly violated their (WTO) commitments. For developed countries confronting saturation in their own markets, penetration into large developing countries is but a logical choice. This may be the reason why New Zealand Dairy Board has dumped a large quantity of butter oil into India at prices below $ 1000 per ton, whereas the prevailing international price is around $1300 per ton. In simple terms, New Zealand's butter oil made available at Rs 64.54 per kg is roughly cheaper by Rs 15 a kg, compared to the prevailing international prices of Rs 87.40 per kg.
DIAL-A-MARKET . TO INDIA
Dairy industry in India has come a long way from dependence to self-reliance as the total amount of milk produced more than tripled from 23 million tones back in 1973 to 81 million tones in 2000. Interestingly, it's the single largest contributor to India's GDP and involves as many as 80 million small farming households. The social impact of developing the dairy industry has thus been profound. With the opening up of the Indian market to an influx of foreign goods, much concern has been expressed over the state of the Indian dairy industry. Indian milk farmers are paid on the basis of the value of fat in the milk. In the last one year, due to lower realization of ghee prices, there has been approximately 15 per cent erosion in the milk value realized by the farmers. A further drastic decrease in the milk fat price would be enough for the farmer to exit the dairy industry. If the undervalued imports are not checked, then all the gains achieved by Operation Flood may be wiped out. But this is just the beginning. What happens when imports of highly subsidized milk powders follow and domestic milk production and supply is taken over by reconstituted milk? India has the world's cheapest milk but unfortunately costliest of milk products. It may be due to cost diseconomies, process inefficiencies and poor yield. In postWTO regime cheap foodstuff need not necessarily mean poor quality. It could be a very high quality product from the developed countries, available at low prices due to lower tax barriers. I think we have already started to feel the heat of such market changes with multinationals and domestic majors like Amul improving their product mix and package. Being a large country with small milk producers even a slight signal of a shortfall or surplus in production tends to influence its interests. While developed countries may have evolved better institutional mechanisms to protect the interests of farmers and processor, this is not the case with India.
Indian milk production, however, in contrast to other milk producing countries, is characterized by lakhs (millions) of small and marginal farmers including landless milk producers for whom it is not only a business but also the main source of earning. Technology and management are both important factors affecting the competitiveness of India's dairy sector. We need latest technologies to produce high quality products at low cost and professional management to utilize optimally the industry's human and financial resources. We can successfully meet the emerging challenges and harness the new opportunities if we ensure widespread adoption of the latest available technologies for processing, packaging and marketing of milk and milk products, organize milk producers and professionally manage their organizations. I feel that there should be level playing games for all the countries under WTO rules Since the country is not faced with milk shortage, innovative use of technology and proper resource management can help the industry to achieve export competitiveness in terms of price and yield and quality. India has emerged as the biggest producer of milk with an output of 81 million tones in 2000-01, outpacing 72 million tones produced in the United States.
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ORGANIZATION PROFILE
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INTRODUCTION:
AMUL means "priceless" in Sanskrit. The brand name "Amul," from the Sanskrit "Amoolya," was suggested by a quality control expert in Anand. Amul products have been in use in millions of homes since 1946. Amul Butter, Amul Milk Powder, Amul Ghee, Amulspray, Amul Cheese, Amul Chocolates, Amul Shrikhand, Amul Ice cream, Nutramul, Amul Milk and Amulya have made Amul a leading food brand in India. Today Amul is a symbol of many things.... Of high-quality products sold at reasonable prices.... of the genesis of a vast co-operative network..... of the triumph of indigenous technology.... of the marketing savvy of a farmers' organization.... and of a proven model for dairy development. Gujarat Co Operative Milk Marketing Federation is carrying out the activities of marketing the Amul Products. 50 years after it was first launched, Amul's sale figures have jumped from 1000 tones a year in 1966 to over 25,000 tons a year in 1997. No other brand comes even close to it. It was all because a thumb-sized girl climbed on to the hoardings and put a spell on the masses.
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BEGINS WITH A MILK STRIKE
The first Amul co-operative was the result of a meeting of farmers in Samarkha (Kaira district, Gujarat) on January 4, 1946, called by Shri. Morarji Desai under advice from Sardar Vallabhbhai Patel, to fight rapacious milk contractors. Milk producers' unions in villages, federated into a district union, should alone handle the sale of milk from Kaira to the government - run Bombay Milk Scheme. The government, British then, resisted the move. The farmers called a milk strike. After fifteen days the government capitulated. This was the beginning of Kaira District Co-operative Milk Producers' Union Ltd., Anand, registered on December. November 14, 1946, a similar Milk Unions came up in other districts too. They formed the Gujarat Co-operative Milk Marketing Federation Ltd. in 1973. In the early days of Kaira Union there was no dearth of cynics. They had doubt if they could handle sophisticated dairy equipment, if they could process western-style milk products from buffalo milk, if they could market these to sophisticated consumers in cities. The Amul people confounded the scoffers by processing a variety of high-grade dairy products, several of them for the first time from buffalo milk, and marketing them nationally against tough competition.
Decision:
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A MUCH-APPLAUDED BRAND:
Marketers who believed that only English-sounding brand names would succeed in post-British India were proved wrong by Amul. Its production-networking and advertising have been much admired. The current Amul Butter advertising campaign ("utterly butterly delicious Amul"), with its topical one-liners, and preference for outdoor media, has now run for 30 years - probably the longest-running campaign in India, and the winner of the largest number of awards. The popular "Amul Butter girl" of the ads quickly found a place on the packaging. Several Amul products are now leaders in their market segments. The late Prime Minister Shri Lal Bahaddur Shastri paid the ultimate tribute to Amul. He wanted the Amul people to replicate the Amul model all over India. This is what National Dairy Development Board (NDDB) is doing under Operation Flood. India now has 82640 village milk co-operatives with 9.16 million farmer-members. And some of the new Milk Federations, started with help from Amul technologists, have now developed their own successful brands, which compete with Amul products. Hope and confidence beyond belief to farmers. Quality beyond price to consumers.
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Gujarat co-operative milk Marketing Federation
GCMMF: An Overview
Formed in 1946, Amul began the dairy cooperative movement in India and formed an apex cooperative organization, Gujarat co-operative Milk Marketing Federation Ltd.(GCMMF), which today is jointly owned by some 2.2 million milk producers in Gujarat, India. Its products, including milk powdera, liquid milk, flavored milk (Amul Cool), Sweetened Condensed milk, butter, ghee, cheese, chocolate, ice cream, pizza, pannier,shrikhand, cream , Mithaee, Amul Masti Dahi and the Amul shakti & Nutramul brand of Health food drink are widely used throughout India and abroad and have made Amul the largest food brand in India today with an annual turnover of some Rs 30 Billion ($ US 600 million) per annum. The primary goal of Dr. V .kurien, Chairman GCMMF, the Mi lk Man of India , has been to build a strong Indian society economically through an innovative cooperative network, to provide quality service and products to endconsumers and good returns to the farmer members.Dr.Kurten states, We have traversed a path that few have dared to. We are continuing on a path that still fewer have the courage to follow. We must pursue a path that even fewer can dream to pursue. Yet, we must. We hold in trust the aims and aspirations of millions of our countrymen. In the year 1954, Kaira District Co-operative Milk producers union built a plant to convert surplus milk produced in the cold seasons into milk powder and butter. In the year 1955 a plant to manufacture cheese and one to produce and baby food were added, subsequent years save the addition of more plant to produce different products. In 1973, the multi society/ districts kevel union decided to market their products. This agency was G.C.M.M.F. registered as Co-operative society on July 1973.
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G.C.M.M.F is Indias largest food products marketing organization. State level apex body of Co-operative in Gujarat , aims to provide remunerative returns to farmers and also serve to interest of consumers by providing quality products, which are good value form money. G.C.M.M.F markets and manages Amul, Vidya Dairy, Mehsana Dairy, Sumul and as such 12 co-operative milk producers. From mid 1990s Amul has entered area not related directly to its core business. But then also it is able to capture the good market as its products are marketed by the G.C.M.M.F For the first time in the corporate history, leading consumer goods manufacturer and leading co-operative are planning to launch an instant coffee brand targeted at the premium end of the market. Players involved Rs.216 crore Tata coffee and over Rs.2258 crore G.C.M.M.F. The rationale is that G.C.M.M.F. has developed a comprehensive distribution network. Despite of competition in high value dairy product segments from firms such as H.U.L., NESTLE, BRITANNIA, G.C.M.M.F. ensures that the product mix and the sequence in which Amul introduces its products are consistent with the core philosophy of providing milk at a basic affordable price The G.C.M.M.F. has touched Rs.50000.33 crore in revenues in 2008-09 fiscal thus becoming the first billon dollar co-operative in India. The federation has reported a jump of 13.4% despite the ban on export of skimmed milk powder and massive loss suffered by farmers due to food. If we talk about its technology G.C.M.M.F.s technology, strategy is characterized by 4 distinct components: new product, process technology, complementary assets to enhance milk production and e- commerce. It is the first FMCG firm in India to employ internet test to implement B 2 C commerce. Another e-initiative underway is to provide farmers access to information relating to market, new technologies and best practices in dairy industry though net enabled kiosk in villages G.C.M.M.F has also implemented geographical information system at both ends of supply chain i e. milk collection as well as marketing process. Federation handles distribution of end products and co-ordinates with the retailer and dealer. Only because of its effective channels of distribution and good
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relation with supply chain members it is able to acquire such a large pie in the market. Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products marketing organisation. It is a state level apex body of milk cooperatives in Gujarat 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.
Structure of G.C.M.M.F.L
Members: No. of Producer Members: No. of Village Societies: Total Milk handling capacity: Milk collection (Total 2008-09): Milk collection (Daily Average 2008-09): Milk Drying Capacity:
13 district cooperative milk producers' Union 2.79 million 13,328 11.22 million litres per day 3.05 billion litres 8.4 million litres 626 Mts. per day
Cattlefeed manufacturing 3500 Mts per day Capacity:
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14 UNIONS ARE AFFILATED WITH GCMMF
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14.
Amul Dairy (Anand) Vidya Dairy (Anand) Dudh sagar Dairy (Mehsana) Mother Dairy (Gandhinagar) Sabar Dairy (Himmatnagar) Banns Dairy (Palanpur) Sumul Dairy (Surat) Baroda Dairy (Baroda) Panchmahal Dairy (Godhra) Uttam Dairy (Ahemdabad) Rajkot Dairy (Rajkot) Vasdhara Dairi (Valsad) Dudhdhara Dairy (Bharuch) Gandhinagar Dairy (Gandhinagar)
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Sales Turnover:
Sales Turnover 1994-95 1995-96 1996-97 1997-98 1998-99 1999-00 2000-01 2001-02 2002-03 2003-04 2004-05 2005-06 2006-07 2007-08 2008-09 Rs (million) 11140 13790 15540 18840 22192 22185 22588 23365 27457 28941 29225 37736 42778 52554 67113 US $ (in million) 355 400 450 455 493 493 500 500 575 616 672 850 1050 1325 1504
From the date we can see that every year federation is making sales turnover in the increasing direction. If we see the results of 2006-07, from the previous year 2005-06, it has made a jump of turn over of 14%. In the current year also G.C.M.M.F. has made a move of 28%, and with this it becomes a 3rd billion dollar baby in co-operative societies.
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LIST OF PRODUCTS MARKETED Breadspreads:

Amul Butter Amul Lite Low Fat Breadspread Amul Cooking Butter
Cheese Range:

Amul Pasteurized Processed Cheddar Cheese Amul Processed Cheese Spread Amul Pizza (Mozarella) Cheese Amul Shredded Pizza Cheese Amul Emmental Cheese Amul Gouda Cheese Amul Malai Paneer (cottage cheese) Utterly Delicious Pizza
Mithaee Range (Ethnic sweets):

Amul Shrikhand (Mango, Saffron, Almond Pistachio, Cardamom) Amul Amrakhand Amul Mithaee Gulabjamuns Amul Mithaee Gulabjamun Mix Amul Mithaee Kulfi Mix Avsar Ladoos
UHT Milk Range:

Amul Shakti 3% fat Milk Amul Taaza 1.5% fat Milk Amul Gold 4.5% fat Milk Amul Lite Slim-n-Trim Milk 0% fat milk Amul Shakti Toned Milk Amul Fresh Cream Amul Snowcap Softy Mix
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Pure Ghee:

Amul Pure Ghee Sagar Pure Ghee Amul Cow Ghee
Infant Milk Range:

Amul Infant Milk Formula 1 (0-6 months) Amul Infant Milk Formula 2 ( 6 months above) Amulspray Infant Milk Food
Milk Powders:

Amul Full Cream Milk Powder Amulya Dairy Whitener Sagar Skimmed Milk Powder Sagar Tea and Coffee Whitener
Sweetened Condensed Milk:
Amul Mithaimate Sweetened Condensed Milk
Fresh Milk:

Amul Taaza Toned Milk 3% fat Amul Gold Full Cream Milk 6% fat Amul Shakti Standardised Milk 4.5% fat Amul Slim & Trim Double Toned Milk 1.5% fat Amul Saathi Skimmed Milk 0% fat Amul Cow Milk
Curd Products:

Yogi Sweetened Flavoured Dahi (Dessert) Amul Masti Dahi (fresh curd) Amul Masti Spiced Butter Milk Amul Lassee
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AMUL Ice-creams:

Royal Treat Range (Butterscotch, Rajbhog, Malai Kulfi) Nut-o-Mania Range (Kaju Draksh, Kesar Pista Royale, Fruit Bonanza, Roasted Almond) Nature's Treat (Alphanso Mango, Fresh Litchi, Shahi Anjir, Fresh Strawberry, Black Currant, Santra Mantra, Fresh Pineapple) Sundae Range (Mango, Black Currant, Sundae Magic, Double Sundae) Assorted Treat (Chocobar, Dollies, Frostik, Ice Candies, Tricone, Chococrunch, Megabite, Cassatta) Utterly Delicious (Vanila, Strawberry, Chocolate, Chocochips, Cake Magic)
Chocolate & Confectionery:

Amul Milk Chocolate Amul Fruit & Nut Chocolate
Brown Beverage:
Nutramul Malted Milk Food
Milk Drink:

Amul Kool Flavoured Milk (Mango, Strawberry, Saffron, Cardamom, Rose, Chocolate) Amul Kool Cafe Amul Kool Koko Amul Kool Millk Shaake (Mango, Strawberry, Badam, Banana)
Health Beverage:
Amul Shakti White Milk Food
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OBJECTIVES AND BUSINESS PHILOSOPHY OF G. C. M. M. F.
The main stakeholder of GCMMF is the farmer member for whose welfare GCMMF exists. GCMMF states that its main objective is the carrying out of activities for the economic development of agriculturists by efficiently organizing marketing of milk and dairy produce, veterinary medicines, vaccines and other animal health products, agricultural produce in raw and/or processed from and other allied produce.
GCMMF aims to market the dairy and agricultural products of co-operatives through :
Common branding Centralized marketing Centralized quality control Centralized purchases and Efficient pooling of milk.
BUILDING NETWORKS
The founders of kaira union realized that to fulfill their objective, a large number of marginal farmers had to benefit from the co-operative network of stakeholders had to be built. And once build, it had to grow so as to draw more rural poor to undertake dairy farming as a means of livelihood. The network had to have several layers- the organizational network where the voice of the owners governed all decisions, a physical network of support services and product delivery process and a network of small farmers that could deliver the benefit of large
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corporation in the market place .More importantly , a process had to be put in place to build these network . Building an organizational network that would represent the farmers and the customers was the most complicated task. A loose confederation evolved with GCMMF representing the voice of the customers, the unions representing the milk processors and the village societies representing the farmers. Competition in the markets ensured that the entire network was responding to the requirements of the customers at prices that were very competitive. The task of ensuring the returns. To the farmers was commensurate with the objectives with which the cooperatives were setup was achieved trough representation of farmers at different levels of decision making throughout the network the societies, unions and the federation board comprised farmers themselves. In order to ensure that most returns from sales went to the farmers themselves who were the producers, the intermediaries had to operate very effectively and on razor thin margins. This turned out to be a blessing in disguise the operations remained very lean and started to provide cost based advantage to the entire network. Amul established a group to standardize the process of organizing farmers into village societies. In addition to establishing the criteria for selecting members, the group had to train the VS to run the co-operative democratically, profitably and with concern for its members. This included establishing procedures for milk collection testing ,payment for milk purchased from member farmers and its subsequently sale to the union, accounting , ensuring timely collection and dispatch of milk on milk routes established by the union, etc. the village societies department at AMUL acted as internal representatives of the village societies in their dealings with the unions. Milk procurement activity at Amul comprises development and servicing of village societies, increasing milk from societies &its transport to the chilling locations, and resolving problems of farmers and village societies. Their stated objective is to ensure that producers get maximum benefits. The milk procurement departments co-ordinate these activities. Milk collection tasks place over a large number of predefined routes according to a precise.
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LITRATURE REVIEW
This will include the subject related to what is market research. It will also focus on why market research in todays competitive world. Meaning of Market Research: We define market research as the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company. Market research consists of testing the market to determine the acceptance of a particular product or service, especially amongst different demographics. It is used to establish which portion of the population will or does purchase a product, based on age, gender, location, income level and many other variables. Market research allows companies to learn more about past, current and potential customers, including their specific likes and dislikes Component of Marketing Information System: Many firms develop marketing information system that provides management with repaid and incredible detail about buyers wants, preferences and behavior. A marketing information system (MIS) consists of people, equipment, and procedure to gather, sort , analyze, evaluate, and distribute needed, timely and accurate information to marketing decision maker.
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The Marketing Research Process:

Regardless of the simplicity or complexity of your marketing research project, you will benefit by reviewing the following seven steps in the market research process.
Step One: Define Marketing Problems and Opportunities
Step Two: Set Objectives, Budget and Timetables
Step Three: Select Research Types, Methods and Techniques
Step Four: Design Research Instruments
Step Five: Collect the Data
Step Six: Organize and Analyze the Data
Step Seven: Present and Use Market Research Findings.
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INTRODUCTION TO MARKETING MANAGEMENT

Today it is fashionable to talk about the new economy. We hear that business are operating in a globalize economy, that things are moving at a nanosecond pace, that our markets are characterized by hyper competition , that disruptive technologies are challenging every business and that business must adapt to empowered consumers. The old economy seemed simpler. It was based on the Industrial revolution and on managing manufacturing Industries. Manufacturers applied certain principles and practices for the successful operation of their factories. But today the scenario is completely changed.The new economy is based on the marketing. Peter Druker , a leading management theorist, puts into this ways: There will always one can assume, be need for some selling. But the aim of marketing is to make selling superfluous. The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself. Ideally marketing should result in a customer who is ready to buy. All that should be needed then is to make the product or service available. Marketing deals with identifying and meeting human and social needs. In a simpal definition: Marketing needs profitably There are 4 Ps of marketing that represent the sellers view of marketing tools available for influencing buyers.
Four Ps Product Price Place Promotion
Four Cs Customer solution Customer Cost Convenience Communication
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ORGANIZATION STRUCTURE
Organization structure is the heart of the business organization. It is mechanism or a basic framework which divides the works of employees in the Organization. The well co-ordination among the various levels helps to work effectively and add to achieve the Organization goals and objectives. Structure is necessary to establish relationship between the individuals and various positions. It indicates the responsibilities and authorities at various levels at the various levels of the Organization. Every Organization has its own structure. It may be flat Organization, where levels are reduced; it may be horizontal Organization also. GCMMF is a lean Organization, a strategy that is believed to provide it with a cost advantage. At its headquarters in Anand, four general managers (GMs) and four assistant general managers (AGMs) assist the managing director (MD).The four AGMs look after the functions of marketing, systems, co-operative services and technical projects, respectively. The four GMs are in charge of marketing (dairy products), human resources development and marketing (new business), finance and quality assurance, respectively. The whole country is divided into five zones, each headed by a zonal manager responsible for the sales of all products within his zone. These managers report to the MD but functionally each also reports to the various AGMs/ GMs at the headquarters. There are 50 sales offices spread across the country (of which only two are in Gujarat); a sales manager heads each office and is assisted by sales officers and field salespersons. The entire country has been represented in this structure. GCMMF has been represented in this structure. GCMMF has one overseas office in Dubai.
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CHANNELS OF DISTRIBUTION
Marketing Channels are sets of interdependent organizations involved in the process of making a product or service available for use or consumption. Marketing Channels decisions are among the most critical decision facing management. The companys channel decisions involve relatively long- term commitment to other firms. It represents a singnificant corporate commitment to large numbers of independent companies whose business is distribution and particular market they serve. The Channels of Distribution of G.C.M.M.F is simple but most effective. Due to its effectiveness and efficient function it is able to set the 3000 outlets in Gujarat and there are sum of 33000 distributors. The channels of Distribution are of three levels which are as follows:
Member Union
Federation
Depot
W.D.
Retailer
Consumer
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We have called the channels simple although there are three levels the reasons are: There is well co-ordination between the various levels. Appropriate information is provided to each level. Work together at all levels.
Functions of the Intermediaries: Place order with the Federation. Provide for the successive storage and movement of physical products. Develop and disseminate persuasive communication to stimulate purchasing. Gather information about potential and current customers and competitors. Due to its effective channels of Distribution it has achieved the Turnover of 4300 crores which is a great jump of 13.4% from the last year 200809. There is the system of scheduled based order. W.D has its own schedule. G.C.M.M.F does not facilitate credit facility to the distributors. The payment system is completely on advance payment bases. So the question of bad debt does not arise. Time to time it introduces new schemes for the retailer and wholesale distributors. Till now the federation has maintained very cordial relation with its intermediaries. The channels functions very smoothly. This is obvious because we can see wide range of products available at retail shops.
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SALES FORCE MANEGMENT

o Sales term ensures that the GCMMF products are available to the customer whenever and wherever. o Sales term is responsible to achieve seasonal and periodical targets. o To exploit all periodical sales promotion and ensure that objectives are archived. o Sales term is responsible to minimize outstanding and ensure prompt collection. o Representative o Sales term should properly store and rotate the stock. o They should communicate important and usual competitive activity to the management. o Solve customer query promptly and correctly. o Report general information, which may be of interest to the company and to its business.
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PROJECT PROFILE
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Introduction:
About the city - Nadiad Nadiad is the fastest growing city of Kheda District, of Gujarat at around 30km from AMUL Milk city, Anand. The city is famous for its socio-educationalreligious humanitarian services led by Santram Mandir and supported by institutions of higher learning such as Dharmasinh Desai University, M. U. Patel Urological Research Institute, Mission Heart Institute, Mahagujarat Hosptial and Heart Center, and the Civil Hospital. The city is geographically cover the area about 7km with the resident population of over 2lacs. The city is a hub of industrial productivity led by the New Shorrock Mills of the Mafatlal Group. Other major industrial units providing valuable employment to the local population are IPCO, Apex Plastics Pvt. Ltd., American Dryfruits and Ashoka Foods - manufacturer of packaged food. The city is also a major trading center of Indian spices such as jeera, hing, haldi and rai (mustard seeds) as well as cotton. Being the administrative center of the Kheda District, Nadiad has RTO, District Collector and Records offices which bring thousands of people to the city to transact official business. For, our research purposes we had divided this city in three major zone. So, we can analyze the project report easily. In first zone the area come like Amdavadi Bazaar, Vorwad, Mill Road, Mishion road, Pavanchakki, Pij Road, Rail way Station, Dabhan Bhagol, Bhavsharwad etc. In second zone the area come like Sindhi Market, Santram Road, Bus Stand, Paras Cinema, I.G.Marg, Vaishali Road, etc. And in the third zone of the city area come like Dairy Road, Vaniyawad. The city is well planned with shopping area, residential area, commercial area etc. well defined by the authority.
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OBJECTIVES OF THE STUDY:
Every Study is being conducted with a purpose in it. The study of AMUL ice-cream is carried out to achieve the objectives listed below. To estimate market share of AMUL ice-cream in comparison to other competitor brand. To collect detailed information about the Brand Name, WD Behavior, Service provided, Product Availability, POP Support, ROI, Replacement, Consumer Demand, Quality of different Brand of ice-cream. To collect the information about the frequency of delivery of different brand of ice-cream to retailers. To collect suggestion provided by the outlets to the company for improvement of AMUL ice-cream. To assess satisfaction level of retailers stocking and selling of AMUL ice-cream.
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SIGNIFICANCE OF THE STUDY: The market share analysis and potential is to be studied. The study of market share analysis would enable the manufacture to reach a decision from the fact collected. The decision can be regarding the increase in an advertising campaign. It will help the company to build a judgement regarding its competitor and their position. The study will unravel the stage in which the company is at present. If it has reached the boom stage of the trade cycle it can direct its efforts towards extending the boom stage. The study of market potential will help the company to canalize its resources in accordance with the estimated potential market.
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RESEARCH METHODOLOGY
Advertising is a paid form of non-personal presentation and promotion of ideas, goods or services by identified sponsor.
Research Design:
Research design can be thought of as the structure of research -- it is the "glue" that holds all of the elements in a research project together. We often describe a design using a concise notation that enables us to summarize a complex design structure efficiently.
Research Problem:
To know the current demand of AMUL Ice-cream in the market. To know the response of the people & satisfaction level of customers and retailers. To find out the effectiveness of marketing strategies of the G.C.M.M.F. To find out the defects & reasons for the lower demand of Ice-cream. To find the performance of AMUL Ice-cream in comparison to the other different brand of ice-cream in Nadiad city.
Scope of the study:

The scope of the study is limited to retailers only. This study will help in comprehensive analysis of market share of AMUL Ice-cream. At the same time was intended to find about the perception of retailer towards AMUL Ice-cream in comparison to other brand of ice-cream, and about problems or issues and suggestions towards the company.
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Sources of Data collection:1. Primary Data Collection. 2. Secondary Data Collection. 1. Primary data collection: Information by retailers in Nadiad by Questionnaire, Personal Interview and Observation method. 2. Secondary data collection: Information collected by the use of Internet, Newspapers, magazines and Referance books.
Data Analysis:
The process of analysis was done through, frequency table, percentage, average, graphs and pie charts.
Findings & Conclusion By:
It will be based on Questionnaires filled up. Interviews with retailers. Meetings with seniors. Data Analysis and Research facts. Secondary Data.
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Marketing Mix For Amul Ice-Cream In Nadiad City

Product Price Place (distribution) Promotion People

These variables are known as the marketing mix or the 5 P's of marketing. They are the variables that marketing managers can control in order to best satisfy customers in the target market. The firm attempts to generate a positive response in the target market by blending these five marketing mix variables in an optimal manner.
1. Product:The product is the physical product or service offered to the consumer. In the case of physical products, it also refers to any services or conveniences that are part of the offering. Product decisions include aspects such as function, appearance, packaging, service, warranty, etc.Amul found the demand for Icecream in Nadiad city and tried to manufacture product as per preference of people. But Amul failed to fetch broad market for Ice-cream. Referring the product, all characteristics were available what people wanted like Packaging, satisfactory information, availability and long life.But only loophole was Amul did not have multiple options for Flavors, which let the customers move to another option.
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2. Price:Pricing decisions should take into account profit margins and the probable pricing response of competitors. Pricing includes not only the list price, but also discounts, financing, and other options such as leasing. Price is affected by mainly three reasons i.e. cost of the product, price of competitors, demand prevailing in market, channels to deliver product to end users. Amul Ice-cream had not much problems to fix price in the market.
3. Place:Place (or placement) decisions are those associated with channels of distribution that serve as the means for getting the product to the target customers. The distribution system performs transactional, logistical, and facilitating functions. Distribution decisions include market coverage, channel member selection, logistics, and levels of service. Customer cannot go to production place they have been provided the products at their place which requires to incur extra cost. Therefore, it needs to design proper system of distribution.
Factors influencing for place;

Inquiry of area Product network Nature of product Wholesale trading Storage facility Modes of supply : Nadiad : Wide : Fast moving perishable : Company offers to retailers : Refrigerated godown : Refrigerated vans
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4. Promotion:Promotion decisions are those related to communicating and selling to potential consumers. Since these costs can be large in proportion to the product price, a break-even analysis should be performed when making promotion decisions. It is useful to know the value of a customer in order to determine whether additional customers are worth the cost of acquiring them. Promotion decisions involve advertising, public relations, media types, etc. 5. People:People decisions are those related to customer service. How do you want your workers to appear to your customers? There are a range of service profiles from service with a smile - McDonald's, to classier Nordstroms, to plain rude - Ed Debevic's. The function of people to present an appearance, an attitude, etc.
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DETAIL FINDINGS
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ANALYSIS & FINDINGS Retailer survey was conducted in Nadiad city from 3rd June to 12th June, 2010. Each outlet keeping ice-cream (branded or local) was visited personally. Retailers were administered with a questionnaire regarding WD Behavior, Regular service, Range of Product Availability, POP Support, ROI, Quality of Product, Replacement and Condition of product at delivery and Consumer demand. Details regarding retailers ice-cream business, policies of other ice-cream brands, benefits etc were also studied. Responses were captured by way of discussions with the retailers and then noted down.
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FINDINGS
ICE-CREAM BRAND MARKETSHARE
IC Brand Marketshare
22.93% 26.73%
28.58%
21.76%
AMUL
VADILAL
HAVMOR
OTHERS
In Nadiad market share of ice-cream is estimated to be at around Rs. 23, 55,000 per month. Vadilal is the market leader with 29% share. Others local brand of the city is in the second position with the market share of 27%. Havmor is in the third position in the market with the 23% market share. And Amul is in the fourth position with the lowest market share of only 22%. There are 54 ice-cream outlets in the Nadiad. Vadilall has better reach with 25 outlets selling Amul ice-cream. Amul and others local ice-cream brand has 13 outlets. Havmor has 12 outlets only. Each Amul, Vadilal and Other Local ice-cream brand are the market leader of at least 1 zone.
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Data & Graph Analysis

Brand Monthly Selling
800000 700000 600000 500000 400000 300000 200000
Amul
Ice-Cream Brand Business(Rs.) Vadilal Havmor Others Total
512500 673000 540000 629500 2355000
100000
0 Amul Vadilal Havmor Others
ICE-CREAM BRAND SELLING
The total ice cream market share of Nadiad city is estimated to be at around Rs. 2355000 per month. Vadilal leads the market with the business of Rs. 673000 per month with almost 29% of market share serving 25 outlets. Other local outlets are in the second position in the market with the business of Rs. 629500 per month with almost 27% of market share with serving 13 outlets. Havmor is in the third position in the market with the business of Rs. 540000 per month with almost 23% of market share with serving 12 outlets. And Amul is in the last position in the market with the business of Rs. 512500 per month with almost 22% of market share with serving 13 outlets.
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Among the three major zone of the city Vadilal is the market leader of 1st zone (Station Road, Mill Road, Amdavadi bazaar etc.), Other local brand is the market leader of 2nd zone (Santram Road, Vaishali Road, Bus Station etc.), and Amul is the market leader of 3rd zone (Vaniyavad, Dairy Road etc.). Thus, Vadilal, Amul, and Other local brands are the market leader of at least one zone, but, Havmor cant get the leadership of any zone.
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RETAILER SATISFACTION
Data & Graph Analysis Parameter Brand Satisfaction Level Retailer Satisfaction Amul Vadilal Havmor Others 4.21 4.4 4.16 3.78
(1- Poor / 2- Below Average / 3- Average / 4- Good / 5- Excellent) 4.5 4.4 4.3 4.2 4.1 4 3.9 3.8 3.7 3.6 3.5 3.4 Amul Vadilal Havmor Others
Retailer Satisfaction
Among 54 outlets on an average 4.21 retailers of Amul are satisfied with WD behavior, 4.40 retailer of Vadilal are satisfied with WD behavior, 4.16 retailer of Havmor are satisfied with WD behavior, 3.78 retailer of Other local brands are satisfied with WD behavior. This parameter mostly relates to how the wholesale distributer interacts with retailers, when they demand product to be delivered, services, POP support, replace the goods etc. It also relates to passing on schemes to retailers. Some times cups are empty and there are less spoons in the ice cream boxes as compared to the cups in the packet which creates lots of problem to retailers in selling the ice cream in the market.
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BRAND NAME
Data & Graph Analysis Parameter Brand Satisfaction Level Brand Name Amul Vadilal Havmor 4.21 4.63 4
Others 3.29
(1- Poor / 2- Below Average / 3- Average / 4- Good / 5- Excellent)

5 4.5 4 3.5 3 2.5 2 1.5 1 0.5 0 Amul Vadilal Havmor Others
Brand Name
Brand name is also a major factor to estimate the companys status in the current market. Brand name helpful for the retailers to decide which brand of ice cream should be sale in the market for good margin with compare to other brands. According to survey conducted in the market, there are average 4.21 retailers are satisfied with the brand name of Amul, there are average 4.63 retailers are satisfied with the brand name of Vadilal, there are average 4.00 retailers are satisfied with the brand name of Havmor and an average 3.29 retailers are satisfied with other local ice cream brand name.
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POP SUPPORT
Data & Graph Analysis Parameter POP Support Brand Amul Vadilal Havmor Others Satisfaction Level 3.71 4.08 3.67 3
4.5 4 3.5 3 2.5 2 1.5 1 0.5 0 Amul Vadilal Havmor Others
POP Support
The survey attempt to judge the satisfaction level of retailers on POP Support provided by the WD.
We found that on an average on an average 3.71 retailers of Amul are

satisfied with POP support, 4.08 retailers of Vadilal are satisfied with POP support, 3.67 retailers of Havmor are satisfied with POP support, and on an average 3.00 retailers of other local brands are satisfied with POP support.
Point Of Purchase (POP) support is the magical tool of the modern

competitive market. With the help of POP retailers sale their product very easily. POP support is not provided as per the demand of retailers as it plays significant role in attracting customer.
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WD BEHAVIOR
Data & Graph Analysis Parameter WD Behaviour Brand Amul Vadilal Havmor Others Satisfaction Level 3.57 4.33 4.08 4
(1- Poor / 2- Below Average / 3- Average / 4- Good / 5- Excellent) 5 4.5 4 3.5 3 2.5 2 1.5 1 0.5 0 Amul Vadilal Havmor Others
WD Behaviour
There are only three main distributer in city. First one was Smita traders is the main distributer of Amul ice-cream. Second was Aditya agency is the main distributer of Havmor ice-cream. Third was Pritam Agency is the main distributer of Vadilal ice-cream. According to survey conducted in Nadiad, an average 3.57 retailers of Amul are satisfied with WD Behavior, 4.33 retailers of Vadilal are satisfied with WD Behavior, 4.08 retailers of Havmor are satisfied with WD Behavior, and on an average 4.00 retailers of other local brands are satisfied with WD Behavior. WD (Wholesaler/Distributer) Behavior is also important for the company to motivate the retailers for improving the selling of company. By the good behavior with retailers, Retailers can motivate to increase the selling of company.
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SERVICES
Data & Graph Analysis Parameter Brand Satisfaction Level Services Amul Vadilal Havmor Others 3.36 4.65 4.62 4.25
(1- Poor / 2- Below Average / 3- Average / 4- Good / 5- Excellent) 5 4.5 4 3.5 3 2.5 2 1.5 1 0.5 0 Amul Vadilal Havmor Services Others
Service is very important for retailers. Services are major tool for satisfying retailers. With providing the good Services to retailers, Retailers can motivate to increase the selling of company. According to survey conducted on to know the market share of different brands we also found that, an average 3.36 retailers of Amul are satisfied with Services, 4.65 retailers of Vadilal are satisfied with Services, 4.62 retailers of Havmor are satisfied with Services, and on an average 4.25 retailers of other local brands are satisfied with Services prvided by the companys WD (Wholesaler/Distributer).
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PRODUCT AVAILABILITY Data & Graph Analysis

Parameter Product Availability Brand Amul Vadilal Havmor Others Satisfaction Level 3.36 4.61 4.25 4.27
(1- Poor / 2- Below Average / 3- Average / 4- Good / 5- Excellent) 5 4.5 4 3.5 3 2.5 2 1.5 1 0.5 0
Amul
Vadilal
Havmor
Others
Product Availability
Flavors and packs availability is one of the key elements of ice-cream business. Every retailer would like to have maximum range of flavors and packs available with him so no consumer leaves empty hand. During the survey, we attempted to get information on the satisfaction of retailers on availability of the product range during season time i.e. summer. Among 54 outlets there are on an average 3.36 retailers of Amul are satisfied with Product Availability, 4.61 retailer of Vadilal are satisfied with Product Availability, 4.25 retailer of Havmor are satisfied with Product Availability, 4.27 retailer of Other local brands are satisfied with Product Availability.
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Mostly the wholesale distributer of AMUL ice creams are not interacts with retailers, when they demand product to be delivered they could not supply enough stock of various flavor of ice creams on the time. Some times cups are empty and there are less spoons in the ice cream boxes as compared to the cups in the packet which creates lots of problem to retailers in selling the ice cream in the market.
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CONSUMER DEMAND
Data & Graph Analysis Parameter Consumer Demand Brand Amul Vadilal Havmor Others Satisfaction Level 3.86 4.22 3.75 3.73
(1- Poor / 2- Below Average / 3- Average / 4- Good / 5- Excellent) 4.3 4.2 4.1 4 3.9 3.8 3.7 3.6 3.5 3.4 Amul Vadilal Havmor Others
Consumer Demand
Consumer demand is very important for retailers without consumer demand retailers cant sale the product. According to survey conducted on an average 3.86 retailers of Amul are satisfied with Consumer Demand, 4.22 retailers of Vadilal are satisfied with Consumer Demand, 3.75 retailers of Havmor are satisfied with Consumer Demand, and on an average 3.73 retailers of other local brands are satisfied with Consumer Demand. Consumer Demand is the parameter to Shaw the demand in market for ice cream by the different types of customer. Here, you can see the highest satisfaction level of Consumer Demand for the Vadilal ice cream with an average of 4.22 and the lowest satisfaction level of Consumer Demand for the local brands of ice cream with an average of 3.73.
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CONDITION OF PRODUCT ON DELIVERY

Data & Graph Analysis Parameter Cond. Of Pd. On delivery Brand Amul Vadilal Havmor Others Satisfaction Level 4.29 4.7 4.58 4
(1- Poor / 2- Below Average / 3- Average / 4- Good / 5- Excellent) 4.8 4.6 4.4 4.2 4 3.8 3.6 Amul Vadilal Havmor Others
Cond. Of Pd. On delivery
The survey attempted to judge the satisfaction level of retailers on the quality of products delivered to them. Here, we tried to find if deshaped or melted ice-cream is not delivered to the retailer. According to survey conducted on an average 4.29 retailers of Amul are satisfied with Condition of product on delivery, 4.70 retailers of Vadilal are satisfied with Condition of product on delivery, 4.58 retailers of Havmor are satisfied with Condition of product on delivery, and on an average 4.00 retailers of other local brands are satisfied with Condition of product on delivery. Some times stock of ice cream delivered by distributer are not much fresh and melted also.
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REPLACEMENT
Data & Graph Analysis Parameter Replacement Brand Amul Vadilal Havmor Others Satisfaction Level 2.5 3.7 3.75 3.6
4 3.5 3 2.5 2 1.5 1 0.5 0
Amul
Vadilal
Havmor
Others
Replacement
The defective product which is delivered to the retailers should be replaced as does not purchase the melted ice-cream and also it can create bad impression in the mind of consumer for a particular brand. In this survey, an average 2.5 retailers of Amul are satisfied with Replacement by the companys distributers, 3.70 retailers of Vadilal are satisfied with Replacement by the companys distributers, 3.75 retailers of Havmor are satisfied with Replacement by the companys distributers, and on an average 3.60 retailers of other local brands are satisfied with Replacement provided by the companys distributers.
It implies that retailers are not much happy with replacement process so
company should replace the damage product which is delivered to the retailers.
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RETURN ON INVESTMENT
Data & Graph Analysis Parameter ROI Brand Amul Vadilal Havmor Others Satisfaction Level 3.27 3.18 4 4.07
(1- Poor / 2- Below Average / 3- Average / 4- Good / 5- Excellent) 4.5 4 3.5 3 2.5 2 1.5 1 0.5 0 Amul Vadilal ROI Havmor Others
Return on Investment was the major parameter of the survey; because of this parameter we became able to know the satisfaction level of return on investment by the retailers. In Nadiad city, among 54 outlets there are on an average 3.27 retailers of Amul are satisfied with Return on Investment, 3.18 retailer of Vadilal are satisfied with Return on Investment, 4.00 retailer of Havmor are satisfied with Return on Investment, 4.07 retailer of Other local brands are satisfied with Return on Investment by them in the company. Mostly the retailers of HAVMOR Ice cream and Other Local Brands are satisfied with their investment. But, AMUL and VADILAL also able to provide an average margin on investment by the retailers.
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FREQUENCY OF DELIVERY IN DAYS/WEEK

Data & Graph Analysis Frequency of delivery in Parameter Days/week Brand Amul Vadilal Havmor Others Demand for Stock 2.5 2.88 4.58 4.28
Frequency of delivery in Days/week
Others
Havmor
Vadilal
Amul 0 1 2 3 4 5
Frequency of delivery is Shaw that how many times stocks are demanded by the retailers in Days/week. According to survey conducted in Nadiad, retailers of Amul ice cream are demand for stock on an average 2.5 days/week, retailers of Vadilal ice cream are demand for stock on an average 2.88 days/week, retailers of Havmor ice cream are demand for stock on an average 4.58 days/week, retailers of Other local brand ice cream are demand for stock on an average 4.28 days/week.
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Business wise Frequency Of Delivery

Parameter Category Average Demand Frequency of Delivery Below Rs.25000- Above Rs.25000 Rs.50000 Rs.50000 2.81 3.41 4.5
5 4.5 4 3.5 3 2.5 2 1.5 1 0.5 0 Below Rs.25000 Rs.25000-Rs.50000 Freqancy of Delivery Above Rs.50000
There are divisions of business in to three types. o Below Rs.25000 o Rs.25000 Rs.50000 o Above Rs.50000 There are 17 shops in the 1st & 2nd types of business and their average of stock demand is 2.81 and 3.41 respectively. In the third type of business above Rs. 50000 the average of stock demand is 4.5 and 20 shops.
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PRESENT BUSINESS SCENARIO Total Market Share of Ice cream: The total ice cream market share of Nadiad city is estimated to be at around Rs. 2355000 per month. Vadilal leads the market with the business of Rs. 673000 per month with almost 29% of market share serving 25 outlets. Other local outlets are in the second position in the market with the business of Rs. 629500 per month with almost 27% of market share with serving 13 outlets. Havmor is in the third position in the market with the business of Rs. 540000 per month with almost 23% of market share with serving 12 outlets. And Amul is in the last position in the market with the business of Rs. 512500 per month with almost 22% of market share with serving 13 outlets. Retail Distribution:
DATA IN PERCENTAGE: Retail Distribution in Amul Vadilal Havmor Others 21% 39% 19% 21%
40% 35% 30% 25% 20% 15% 10% 5% 0%

Amul Vadilal Havmor Others
Retail Distribution
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21%
21%
Amul
19% 39% Vadilal Havmor Others
There are 54 outlets of various brand of ice cream in Nadiad, but some of them keep more than one brand and some of them are multi branded outlets too. By this way there are 63 outlets in the city. If we look at the distribution of retail outlets between various brands of ice cream, VADILAL is the topper of the market in terms of outlets coverage. It Covers 39% of the total ice cream selling outlets. AMUL and OTHER LOCAL brands of ice cream each covers the 21% of the total ice cream selling outlets, and grabs the second position in the ice cream market in the form of outlets. HAVMOR is the last one in the ice cream market, which covers 19% of the total ice cream selling outlets.
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ZONE WISE BUSINESS DETAILES OF RETAIL OUTLETS.

Zone wise Distribution
Zone Amul Vadilal Havmor Others Total 1 2 16 5 2 25 2 6 6 4 9 25 3 5 3 3 2 13 Total 13 25 12 13 63
16 14 12 10 8 6 4 2 0
Amul
Vadilal
Havmor
Others
There are 54 ice-cream outlets in the city across the area like Santram Road, Vaishali Road, College Road, Vaniyawad, Vorwad, Dairy Road, Mill Road etc. Vadilal has better reach with 25 outlets selling Vadilal Ice cream. Amul and Other local brand have 13 outlets. Havmor has 12 outlets in the whole market.
But looking at the distribution of various brands across different area, there are
three different areas and, we can see that AMUL, VADILAL and OTHER LOCAL brands each are leader of one zone.
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Zone & Brand wise Business ZONE 1

Area Outlet Name No . of DF AMUL (Rs.) Capacity of DF 400 50000 50000 100.00% 50000 50000 100.00 % VADILAL (Rs.) HAVMOR (Rs.) OTHER (Rs.) Total (Rs.)
Amdavadi Bazzar
Ambica Vijay Coldrinks Total (RS.)
Percantage
Area
Outlet Name
No . of DF
AMUL (Rs.) Capacity of DF 400 400 400 300 400 65000 41.40 % 35000 30000
VADILAL (Rs.)
HAVMOR (Rs.)
OTHER (Rs.)
Total (Rs.)
Jawaharnaga r
Hariom Traders Puja General Store T.K.Amul Parlour Dipak Provision Store Sundar Provision Store
1 1 1 1 1
20000
20000 35000
25000 25000 22000 72000 45.86% 20000 12.74%
55000 25000 22000 15700 0 100%
Total in Rs. Total in Percentage
Area
Outlet Name
No . of DF
AMUL (Rs.) Capacity of DF 400 400 400
VADILAL (Rs.)
HAVMOR (Rs.)
OTHER (Rs.)
Total (Rs.)
Mill Road
Ganesh Provision Store Gurukrupa Agency Gokul Dairy Total in Rs.
1 1 1
10000 35000 55000 65000 61.90% 35000 33.33%
5000
15000 35000 55000
5000 4.76%
Total in Percantage
105000 100.00 %
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Area
Outlet Name
No . of DF
AMUL (Rs.) Capacity of DF 400 500 25000 25000 29.41 %
VADILAL (Rs.)
HAVMOR (Rs.)
OTHER (Rs.)
Total (Rs.)
Mishion Road
Renison Provision Store M.K.& Sons Total (Rs.) Percantage
1 1
60000
60000 25000
60000 70.59%
85000 100.00 %
Area
Outlet Name
No . of DF
Capacity of DF 400 400
AMU L (Rs.)
VADILAL (Rs.)
HAVMOR (Rs.)
OTHER (Rs.)
Total (Rs.)
Pavanchakki Road
Amarlaxmi Coldrinks Rupkumar Kirana Store Total (Rs.) Percantage
1 1
30000 4000 34000 100.00%
30000 4000 34000 100.00 %
Area
Outlet Name
No. of DF
AMUL (Rs.) Capacity of DF 450
VADILAL (Rs.)
HAVMOR (Rs.)
OTHER (Rs.)
Total (Rs.)
Pij Road
Icy Spicy Food Corner Total (RS.)
5000 5000 100.00%
5000 5000 100.00%
Percantage
Area
Outlet Name
No . of DF
AMUL (Rs.) Capacity of DF 400 300
VADILAL (Rs.)
HAVMOR (Rs.)
OTHER (Rs.)
Total (Rs.)
Dabhan Bhagol
Devnarayan Icecream Royal Icecream
1 2
67500 20000 20000 18.60% 20000 87500 81.40%
67500 40000 107500 100.00 %
Total (RS.) Percantage
63
Area
Outlet Name
No . of DF
VADILAL (Rs.)
HAVMOR (Rs.)
OTHER (Rs.)
Total (Rs.)
Bhavsarva d
Keshavlal Bhavsar Yamuna General Store Total (RS.) Percantage
1 1
20000 35000 20000 36.36% 35000 63.64%
20000 35000 55000 100.00 %
Area
Outlet Name
No. of DF
VADILAL (Rs.)
HAVMOR (Rs.)
OTHER (Rs.)
Total (Rs.)
Saloon bazaar
Sardar Sarbat
1 Total (RS.) Percantage
15000 15000 100.00%
15000 15000 100.00%
Area
Outlet Name
No . of DF
AMUL (Rs.) Capacity of DF 450 450 400
VADILAL (Rs.)
HAVMOR (Rs.)
OTHER (Rs.)
Total (Rs.)
Vorwa d
New Amar Coldrinks House Amar Coldrink House Honest Coldrink House Total (Rs.) Percantage
1 1 1
15000 15000 12000 42000 100.00%
15000 15000 12000 42000 100.00 %
Area
Outlet Name
No. of DF
VADILAL (Rs.)
HAVMOR (Rs.)
OTHER (Rs.)
Total (Rs.)
Kharakuwa
Shradhha Corner
1 Total (Rs.) Percantage
10000 10000 100.00%
10000 10000 100.00%
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ZONE 2
Area Outlet Name No . of DF AMUL (Rs.) Capacity of DF 500 500 500 72000 54000 36000 162000 100.00 % 72000 54000 36000 162000 100.00 % VADILAL (Rs.) HAVMOR (Rs.) OTHER (Rs.) Total (Rs.)
Station Road
Satyanarayan Ice Cream Manohar Ice Cream Rajasthan Icecream Total (Rs.) Percantage
2 2 5
Area
Outlet Name
No . of DF
VADILAL (Rs.)
HAVMOR (Rs.)
OTHER (Rs.)
Total (Rs.)
Bus Station
Jalaram Rasghar Satyanarayan Ice Cream 2 Total (Rs.) Percantage
1 2
5000 60000 5000 7.69% 60000 92.31%
5000 60000 65000 100.00 %
Area
Outlet Name
No. of DF
AMUL (Rs.) Capacity of DF 400 50000 50000 100.00%
VADILAL (Rs.)
HAVMOR (Rs.)
OTHER (Rs.)
Total (Rs.)
Sindhi Market
Laxman Amul Parlour Total (Rs.)
50000 50000 100.00%
Percantage
Area
Outlet Name
No. of DF
AMUL (Rs.) Capacity of DF 300 300 52500 60000 112500 100.00%
VADILAL (Rs.)
HAVMOR (Rs.)
OTHER (Rs.)
Total (Rs.)
Railway Platform II Railway Platform I
Amul Parlour Amul Parlour
2 1 Total (Rs.) Percantage
52500 60000 112500 100.00%
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Area
Outlet Name
No. of DF
AMUL (Rs.) Capacity of DF 250 700 350, 450 350 350 400 25000 55000 19.30% 30000
VADILAL (Rs.)
HAVMOR (Rs.)
OTHER (Rs.)
Total (Rs.)
Santram Road
Sawaliya Icecream Fix Coldrinks Pritam Coldrinks Janta Icecream Rajkamal Icecream Sadhna Pan Cornar
1 3 2 1 2 1
30000 70000 90000 15000 40000 15000 160000 56.14% 55000 19.30% 15000 5.26% 70000 90000 15000 40000 40000 285000 100.00%
Total (Rs.) Percantahe
Area
Outlet Name
No. of DF
VADILAL (Rs.)
HAVMOR (Rs.)
OTHER (Rs.)
Total (Rs.)
Paras Cinema
Jay Corner Master Icecream
40000 65000 40000 21.05% 65000 34.21% 85000 85000 44.74%
40000 150000 190000 100.00%
Area
Outlet Name
No. of DF
AMUL (Rs.) Capacity of DF 500, 500 250, 250 15000 15.00% 15000
VADILAL (Rs.)
HAVMOR (Rs.)
OTHER (Rs.)
Total (Rs.)
Vaishali Road
Payal Provision Store Sawaliya Icecream Total (Rs.)
2 2
20000 20000 20.00%
10000 55000 10000 10.00% 55000 55.00%
45000 55000 100000 100.00%
Percantage
Area
Outlet Name
No. of DF
VADILAL (Rs.)
HAVMOR (Rs.)
OTHER (Rs.)
Total (Rs.)
Rabariwad
Navrang Softdrinks
20000 20000 100.00%
20000 20000 100.00%
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Area
Outlet Name
No. of DF Capacity of DF
AMUL (Rs.)
VADILAL (Rs.)
HAVMOR (Rs.)
OTHER (Rs.)
Total (Rs.)
I.G.Marg
Patel bakers
350
60000 60000 85.71%
10000 10000 14.29%
70000 70000 100.00%
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ZONE 3
Area Outlet Name No. of DF AMUL (Rs.) Capacity of DF 350 65000 65000 100.00% 65000 65000 100.00% VADILAL (Rs.) HAVMOR (Rs.) OTHER (Rs.) Total (Rs.)
Kidney Hospital
New Gocool Dairy Parlour Total (Rs.) Percantage
Area
Outlet Name
No. of DF Capacity of DF
AMUL (Rs.)
VADILAL (Rs.)
HAVMOR (Rs.)
OTHER (Rs.)
Total (Rs.)
Dairy Road
Shree Agency Boscy Parlour
450 600
15000
55000 90000
70000 90000 160000 100.00%
15000 9.38%
55000 34.38%
90000 56.25%
Area
Outlet Name
No. of DF 2 2 3 1 1 1 1 Total (Rs.) Percantage
AMUL (Rs.) Capacity of DF 300 450 200 450 350 400 450 20000 100000 30.77% 50000 30000
VADILAL (Rs.)
HAVMOR (Rs.)
OTHER (Rs.)
Total (Rs.)
Vaniyavad
Amul Parlour Teen-cream Parlour Jay Maharaj Corner New Your Choice Hardik Farsan Raviraj Provision Store Bansari Corner
30000 85000 80000 85000 80000 50000 25000 35000 25000 35000 20000 60000 18.46% 85000 26.15% 80000 24.62% 325000 100.00%
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By this zone wise distribution of ice-cream outlets we found that; There are 54 outlets of ice-cream in Nadiad city, for our analysis purpose we have divided the city in three major zones. In first zone the area come like Amdavadi Bazaar, Vorwad, Mill Road, Mishion road, Pavanchakki, Pij Road, Rail way Station, Dabhan Bhagol, Bhavsharwad etc. In second zone the area come like Sindhi Market, Santram Road, Bus Stand, Paras Cinema, I.G.Marg, Vaishali Road, etc. And in the third zone of the city area come like Dairy Road, Vaniyawad. Among the three major zone of the city Vadilal is the market leader of 1 st zone, other local brand is the market leader of 2nd zone, and Amul is the market leader of 3rd zone. Thus, Vadilal, Amul, and Other local brands are the market leader of at least one zone, but, Havmor cant get the leadership of any zone. Vadilal has better reach with 25 outlets selling Vadilal Ice cream. Amul and Other local brand have 13 outlets. Havmor has 12 outlets in the whole market. Vadilal is the market leader with 29% share. Others local brand of the city is in the second position with the market share of 27%. Havmor is in the third position in the market with the 23% market share. And Amul is in the fourth position with the lowest market share of only 22%.
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SUGGESTIONS
In order to maintain and increase the sales of various flavor of ice cream in the Nadiad city, the following recommendations regarding AMUL ice cream; particularly for Brand Name, WD Behavior, Services, POP Support, Product Availability, Replacement, Condition of product on delivery etc, are hereby suggested:
First and foremost AMUL should take proper action in order to improve services, because it is having more sales in parlors but it has poor sale in other AMUL shops because of poor service so in order to gain more market share it should focus every retailer. Company should use brand ambassador for advertising purpose which is suitable to the products and helpful to attract each age segment. As flavors and packs availability is one of the key elements of ice cream business, so it should provide maximum range of flavors and packs to retailers so that no consumer leaves empty-handed. As we know that Point Of Purchase plays significance role in attracting the customer, motivate the retailers to increase the selling of goods and creating brand positioning in the mind of consumer so POP Support should be given by the WD as compare in order to increase the sales of ice cream. The company should replace the damage products of retailers. The scheme benefits should be passed on to retailers. Sometimes cup are empty and there are less spoons in the packets too, as compared to the cup in the packet so such mistakes should be corrected in order to increase the sales. Company should introduce sales promotion schemes like free weight, cutting knife, contest, free gifts etc. Company should have to open more APOS and A class outlets because total number of outlets in the city is very less in compare to its major competitor VADILAL.
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CONCLUSION
As we know that AMUL is very big organization and market leader of DAIRY PRODUCTS. It has maximum market share in Milk, Butter and Cheese, which are its major products. As we know that AMUL is co-operative organization but ice cream industry is a profitable industry we cant ignore it. After having in depth survey of the 54 retailers located at the different areas of Nadiad, ultimately I can come to the conclusion part of the project. With the help of research company can find out its weak points in ice cream products and it can improve its market share through rectifying the mistakes. People have believe in AMUL products and will accept its ice cream also if effective actions are taken.
The product is performing partial satisfactory in different areas. The major issuers that lead to dissatisfaction of the retailers are lack of promotion of the products and service provided to them, while price and place of product is also not satisfactory. In some areas distributors are not cooperating with retailers and also getting wrong advantage of the companys monopoly, which drives retailers to change their mind towards rivals product. Company must come up with new sales promotion schemes like free weight, cutting knife, contest, free gifts etc. in order to increase its market share. Company must come up with maximum range of flavors and packs to retailers so that no consumer leaves empty-handed.
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Company should have to open more APOS and A class outlets because total number of outlets in the city is very less in compare to its major competitor VADILAL. POP Support should be given by the WD as per the demand of retailers in order to increase the sales of ice cream. The company should replace the damage products of retailers. The scheme benefits should be passed on to retailers. Sometimes cup are empty and there are less spoons in the packets too, as compared to the cup in the packet so such mistakes should be corrected in order to increase the sales. Quality is the dominating aspect which influence consumer to purchase AMUL Ice cream, so it should be maintained by the WD.
The positive thing is that, company is still successful to sustain its Brand
Image as well as the loyalty of customers. So, all a company need to do is to increase its sales promotion to attract a customer, which ultimately increases retailers satisfaction level.
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LEARNING EXPERIENCE
During this whole summer training, I have experienced lot of market related works of the ice-cream business. I become able to know the current market position of various brand of icecream. Because of this training I have to learn that; How to interact with the retailers in the real field of industry business. I got detailed information about the Brand Name, WD Behavior, Service provided, Product Availability, POP Support, ROI, Replacement, Consumer Demand, Quality of different Brand of ice-cream. I got information about the frequency of delivery of various brand of icecream to retailers. Now a day I am aware about the satisfaction level of retailers of each brand of ice-cream. I become able to survey of various product of ice-cream business. Although AMUL ice-cream has a strong position in the market but their Service, Replacement, and Product availability is poor in comparison to other brands like Vadilal and Havmor.

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C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.

C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.

C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.

1. Map of Nadiad City. 2. Survey Questionnaire. 3. Retail Outlets List. 4. Bibliography

C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.

C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.

Dairy Industry: In a Globe

C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.

C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.

C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.

C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.

C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.

BEGINS WITH A MILK STRIKE

C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.

C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.

Gujarat co-operative milk Marketing Federation

C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.

Cattlefeed manufacturing 3500 Mts per day Capacity:

C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.

14 UNIONS ARE AFFILATED WITH GCMMF

1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14.

C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.

C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.

LIST OF PRODUCTS MARKETED Breadspreads:

Mithaee Range (Ethnic sweets):

UHT Milk Range:

C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.

Amul Pure Ghee Sagar Pure Ghee Amul Cow Ghee

Infant Milk Range:

Sweetened Condensed Milk:

Amul Mithaimate Sweetened Condensed Milk

C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.

Chocolate & Confectionery:

Amul Milk Chocolate Amul Fruit & Nut Chocolate

Nutramul Malted Milk Food

C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.

OBJECTIVES AND BUSINESS PHILOSOPHY OF G. C. M. M. F.

C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.

C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.

C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.

The Marketing Research Process:

Step One: Define Marketing Problems and Opportunities

Step Two: Set Objectives, Budget and Timetables

Step Three: Select Research Types, Methods and Techniques

Step Four: Design Research Instruments

Step Five: Collect the Data

Step Six: Organize and Analyze the Data

Step Seven: Present and Use Market Research Findings.

C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.

INTRODUCTION TO MARKETING MANAGEMENT

Four Ps Product Price Place Promotion

Four Cs Customer solution Customer Cost Convenience Communication

C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.

C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.

C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.

C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.

SALES FORCE MANEGMENT

C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.

C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.

C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.

OBJECTIVES OF THE STUDY:

C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.

C. K. SHAH VIJAPURWALA INSTITUTE OF MANAGEMENT, VADODARA.