1

A PROJECT REPORT ON
IMPACT OF BTL ACTIVITY ON CONSUMERS
OF DAIRY PRODUCTS IN SOUTH MUMBAI

PROJECT REPORT SUBMITTED BY
Shaikh Raihan Alam Mohd Jaish
UNDER THE GUIDANCE OF
MR. PRAKASH AUTE
ZONAL INCHARGE, MUMBAI







2

CERTIFICATE

This is to certify that the project reported titled IMPACT OF BTL ACTIVITY
ON CONSUMER BEHAVIOR OF AMUL INDIA which is being submitted
herewith for the award of MASTER IN MANAGEMENT STUDIES
(Marketing), Mumbai is the result of the original research work completed by
HANSEL HILLARY DSILVA under my supervision and guidance and to the
best of my knowledge and belief the work embodied in this Project Report has not
formed earlier the basis for the award of any degree or similar title of this or any
other University or examining body.



PLACE: MUMBAI
DATE: 30/09/14




3
DECLARATION

I, the undersigned, hereby declare that the Project Report titled IMPACT OF
BTL ACTIVITY ON CONSUMER BEHAVIOR AT MUMBAI written and
submitted by me to the University of Mumbai, in partial fulfilment of the
requirement for the award of Master in Management Studies is my original
work and the conclusions drawn therein are based on the material collected by
myself.






Place: Mumbai
Date: 30/09/14



4

AKNOWLEDGEMENT
It has been great pleasure for me to work as a summer trainee in an esteemed
organization like Amul India, which made me aware of the culture followed in the
organization and gave me a great exposure.
The project work has been made possible through direct and indirect co-operation
of various persons for whom I wish to express my appreciation and gratitude. I
shall remain grateful to Mr.Tejas Ramnathkar for his incisive support and objective
guidance during the project. I am also grateful for the kind co-operation and
guidance provided by Prof. Swati Iyengar and our Director Mr. S.K.
Ramakrishnan without which the project could not have been completed
successfully.
Once again I express my gratitude to Branch manager Thane MMO Mr.
Mangesh Yadav for their kind co-operation.
Last but not the least I thank my parents and friends who gave me moral support
throughout.
Thank to you!!

Place: Mumbai
Date: 30/09/14




5

EXECUTIVE SUMMERY

This project report is to study the impact of below the line activities on consumers
of dairy products in South Mumbai. Herein expert interviews were conducted with
officers of GCMMF ltd (AMUL) to study the current milk market in Mumbai.
Further a survey of retail outlets was conducted with 362 outlets from different
categories, to collect information on sales of AMUL products under fresh product
division and study the penetration of AMUL distribution network. From the data
collected in this survey, it was interpreted that AMUL FPD has a good retail
penetration of 84% with a market share of 48% under pouch milk.
From the above study it was found that the sales of AMUL masti dahi in pouch has
poor sales, hence it was decided to conduct a BTL activity in selected outlets to
study the impact of this activity on consumers buying behavior. An FGD was
conducted to frame the parameters for judging the consumer behavior for buying
dahi.
The BTL activity was conducted at 35 selected outlets for a period 3 days/outlet
and the data collected was analyzed using SPSS paired sampled T test, it was
interpreted that the alternative hypothesis is accepted i.e. there was a significant
impact of BTL activities on sales of pouch dahi in South Mumbai.






6

Table of contents

Sr. No Topic Page No.
1 Executive Summary 5
2 Introduction 7
3 Literature Review 9
4 Company Profile 10
5 Product Profile 16
6 Objectives 21
7 Research Design 22
8 Research Methodology 24
9 Results and Discussion 27
10 Conclusion 38
11 Finding 39
12 Suggestion 40
13 Reference 41




7

Introduction
The milk industry in India has been on a sturdy path of progression since Indian
independence. The milk production of India has grown from 17 million tonnes
(1951) to 127 million tonnes (2012). Today, India is the worlds largest milk
producer; accounting for more than 17% of the worlds total milk production. The
capita milk availability is around 290 g per day. India has the largest cattle (185.2
million, 2.1 kg dairy yield/animal and contributed 38% of total milk production)
and buffalo population (97.9 million, 2.6 kg dairy yield/ animal and contributed
54% of total milk production) total population in the world. More than 67 percent
of dairy animals are owned by marginal and small farmers. Interestingly, buffalo
milk accounts for the largest share of the total milk produced in the country. The
pricing policies totally based on fat contains, hence buffalo milk offers higher
profit margins as compared to cow milk.
Milk production is growing 7% by volume and app. 5% by value. This progress is
primarily attributed to structural changes in the Indian dairy industry (IDI) brought
about by the advent of dairy cooperatives. A market size of IDI was USD 48.5
billion in 2011. With a Compound Annual Growth Rate (CAGR) of 16 percent,
India represents one of the worlds most lucrative dairy markets. Driven by a
strong growth in both urban and rural demands, the market for milk products in
India is expected to surpass US$ 163 Billion by 2017. The market size of milk and
milk products (organized and non organized) is estimated about INR 0.036 Lakh
Billion. The organized sector dairy market is growing 10% annually. About 50%
of total milk produced in India is converted into Traditional Indian Dairy Products
(TIDP).


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Milk Production in India

Milk production in India
Year Production (Million Tonnes) Per Capita Availibilty
(gms/day)
2008-09 112.2 266
2009-10 116.4 273
2010-11 121.8 281
2011-12 127.9 290
2012-13 132.4 NA
















9
Literature Review
Indian milk Sector
Indian milk sector has made remarkable progress over the last few decades. The co-operative
movement, especially operation flood has been important driver of this progress and has played
an important role in facilitating the participation of smallholders in the expanding sector.
Although the share of organized market steadily increases over the last three decades, the
informal sector compromising middlemen, private milk traders and direct sale from producer to
consumer, still accounts for nearly 80 percent of marketed milk and milk products in the country.
India ranks first in the world in milk production, which has gone up from 53.9 million
tonnes in 1990- 1991 to 127.9 million tonnes in 2012-13. This represents sustained growth in the
availability of milk and milk products for the growing population of the country, apart from
being an important secondary source of income for rural families. Milk production across India
has grown at a rate of about 19 per cent during the five-year period of 2006-10 and crossed
121 million tonnes (mt) as of 2010-11.
However, despite being the largest milk producer in the world, per capita milk availability in
India at 252 grams falls below the global average of 279 grams per person per day, according to
a study titled Unlocking the growth potential of Indian dairy industry, conducted by The
Associated Chambers of Commerce and Industry of India. Andhra Pradesh (AP) recorded the
highest growth rate of over 41 per cent and about 36 per cent in terms of milk production and
per-capita milk availability. The state ranked third in terms of annual milk production with over
1.1 mt. Apart from AP, Rajasthan (28 per cent), Kerala (24.8 per cent), Karnataka (24 per cent)
and Gujarat (23.7 per cent) are amid the top five states in terms of clocking high growth in milk
production.
It is imperative for Indias dairy industry to streamline its value chain processes and integrate
the small dairy producers into the processing value chain to improve the overall performance of
the industry. Growing at a compound annual growth rate (CAGR) of over four per cent, milk
production in India is expected to rise to about 177 mt by 2019-2020 and that would help in


10
meeting the projected demand of 150 mt by 2016-17.
COMPANY PROFILE
Dairy co-operatives account for the major share of processed liquid milk is around 20%. There
are 170 milk producers co-operative unions spread across 22-states cooperative dairy federation.
Dairy sector has developed through co-operative in many parts of the country.
India contributes to world milk production rise from 12-15% and increasing. India leads amongst
the worlds major milk producing countries. In India the leading brands in Milk and Dairy
Industry is Amul (Anand Milk Union Limited). It is situated in the Kaira district of Gujarat, India
Derived from the Sanskrit word "Amulya," Amul mean valuable. Formed in 1946, it is a brand
name managed by an Indian cooperative organization, Gujarat Co-operative Milk Marketing
Federation Ltd. (GCMMF), which today is jointly owned by 3.03 million milk producers
in Gujarat, India.
Beginning of Amul is based in Anand, Gujarat and has been a success of example cooperative
organization. Amul spurred the Revolution in India which in turn made India the largest
producer of milk and milk products in the world. It is also the world's largest vegetarian cheese
brand .Amul is the largest food brand in India and world's largest pouched milk brand with
annual turnover of US $2.2 billion (2010-11). Currently Unions making up GCMMF have 3.1
million producer members with milk collection average of 9.10 million litres per day.
Besides India, Amul has entered overseas markets such Mauritius, UAE, USA, Oman, Banglades
h, Australia, China, Singapore, Hong Kong and a few South African countries. Its bid to
enter Japanese market in 1994 did not succeed, but it plans to venture again. Dr. Verghese
Kurien, former chairman of the GCMMF, is recognized as a key person behind the success of
Amul. On 10 Aug 2006 Parthi Bhatol, chairman of the Banaskantha Union, was elected
chairman of GCMMF.
At 5% level of significance the value is 0.05 and the observed value is 0.00 which is less
than our value. Hence we reject out null hypothesis and conclude that there is significance
difference of BTL activities on sales of pouch dahi.


11



Sales Turnover of last five years:

Sales Turnover Rs. (crores)
2008-09 67113
2009-10 80053
2010-11 97742
2011-12 116680
2012-13 137350
2013-14 181434















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The Origin
The Kaira District Co-operative Milk Producers' Union was registered on December 01, 1946 as
a response to exploitation of marginal milk producers by traders or agents of existing dairies in
the small town named Anand (in Kaira District of Gujarat). Milk Producers had to travel long
distances to deliver milk to the only dairy, the Polson Dairy in Anand. Often milk went sour as
producers had to physically carry the milk in individual containers, especially in the summer
season. The prices of buffalo and cow milk were arbitrarily determined. Moreover, the
government at that time had given monopoly rights to Polson Dairy to collect milk from Anand
and supply it to Bombay city in turn. Angered by the unfair and manipulative trade practices, the
farmers of Kaira District approached Sardar Vallabhbhai Patel (who later became the first
Deputy Prime Minister and Home Minister of free India) under the leadership of the local farmer
leader Tribhuvandas Patel. Sardar Patel advised the farmers to form a Cooperative and supply
milk directly to the Bombay Milk Scheme instead of selling it to Polson (who did the same but
gave low prices to the producers).
[12]
He sent Morarji Desai (who later became Prime Minister of
India) to organize the farmers. In 1946, the farmers of the area went on a milk strike refusing to
be further oppressed. Thus the Kaira District Cooperative was established to collect and process
milk in the District of Kaira in 1946. Milk collection was also decentralized, as most producers
were marginal farmers who were in a position to deliver, at most 1-2 litres of milk per day.
Village level cooperatives were established to organize the marginal milk producers in each of
these villages.
The Cooperative was further developed and managed by Dr.Verghese Kurien along with Mr.
H.M Dalaya. Dr.Kurien, a World Food Prize and Magsaysay Award winner, was the pioneer of
this White Revolution. The first modern dairy of the Kaira Union was established at Anand.
Indigenous research and development and technology development at the Cooperative had led to
the successful production of skimmed milk powder from buffalo milk for the first time on a


13
commercial scale anywhere in the world. The success of the dairy co-operative movement
spread rapidly in Gujarat.
In order to combine forces and expand the market while saving on advertising and avoid a
situation where milk cooperatives would compete against each other it was decided to set up an
apex marketing body of dairy cooperative unions in Gujarat.
Thus, in 1973, the Gujarat Co-operative Milk Marketing Federation was established. The Kaira
District Co-operative Milk Producers Union Ltd. which had established the brand name Amul in
1955 decided to hand over the brand name to GCMMF (AMUL). Impressed with the
development of dairy cooperatives in Kaira District and its success, Lal Bahadur Shastri, the then
Prime Minister of India during his visit to Anand in 1964, asked Dr.Kurien to replicate the
Anand type dairy cooperatives all over India. Thus, the National Dairy Developed Board was
formed and Operation Flood Programme was launched for replication of the Amul Model all
over India.
In 1960's Dr M M Kashyap (faculty Agricultural and Engg Dept.), Bondurant and Dr Feryll( ex-
student of Dr Verghese Kurien (AMUL) visited AMUL factory in Gujarat as a research team
under the head ship of Dr Bheemsen Shivdayal Pathak ( ex- Director Sardar Patel Renewable
Energy Research Institute)
The Gujarat Cooperative milk Marketing Federation Ltd.











14


GCMMF
Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF), is India's largest food
product marketing organisation with annual turnover (2013-14) US$ 3.0 billion. Its daily milk
procurement is approx 13.18 million lit per day from 17,025 village milk cooperative
societies, 17 member unions covering 31 districts, and 3.23 million milk producer members.
It is the Apex organisation of the Dairy Cooperatives of Gujarat, popularly known as 'AMUL',
which aims to provide remunerative returns to the farmers and also serve the interest of
consumers by providing quality products which are good value for money. Its success has not
only been emulated in India but serves as a model for rest of the World. It is exclusive marketing
organisation of 'Amul' and 'Sagar' branded products. It operates through 53 Sales Offices and
has a dealer network of 10000 dealers and 10 lakh retailers, one of the largest such networks in
India. Its product range comprises milk, milk powder, health beverages, ghee, butter, cheese,
Pizza cheese, Ice-cream, Paneer, chocolates, and traditional Indian sweets, etc.
GCMMF is India's largest exporter of Dairy Products. It has been accorded a "Trading House"
status. Many of our products are available in USA, Gulf Countries, Singapore, The Philippines,
Japan, China and Australia. GCMMF has received the APEDA Award from Government of
India for Excellence in Dairy Product Exports for the last 13 years. For the year 2009-10,
GCMMF has been awarded "Golden Trophy" for its outstanding export performance and
contribution in dairy products sector by APEDA. In 2013-14, GCMMF took giant strides in
expanding its presence in International markets. Amuls presence on Global Dairy Trade (GDT)
platform in which only the top six dairy players of the world sell their products, has earned
respect and recognition across the world. By selling milk powders on GDT, GCMMF could not
only realize better prices as per market demand but it also firmly established Amul in the league
of top dairy players in world trade.


15
For its consistent adherence to quality, customer focus and dependability, GCMMF has received
numerous awards and accolades over the years. It received the Rajiv Gandhi National Quality
Award in1999 in Best of All Category. In 2002 GCMMF bagged India's Most Respected
Company Award instituted by Business World. In 2003, it was awarded The IMC Ramkrishna
Bajaj National Quality Award - 2003 for adopting noteworthy quality management practices for
logistics and procurement. GCMMF is the first and only Indian organisation to win topmost
International Dairy Federation Marketing Award for probiotic ice cream launch in 2007. For the
innovations, GCMMF has received AIMA-RK Swamy High Performance brand award 2013 and
CNN-IBN Innovating for better tomorrow award in 2014. For the tree plantation activity
GCMMF has received seven consecutive Good Green Governance award from Srishti during
2007 to 2013.
The Amul brand is not only a product, but also a movement. It is in one way, the representation
of the economic freedom of farmers. It has given farmers the courage to dream. To hope. To live.
GCMMF - An Overview
Year of Establishment
1973
Members 17 District Cooperative Milk Producers' Unions
No. of Producer Members 3.23 Million
No. of Village Societies 17,025
Total Milk handling capacity per day 23.2 Million litres per day
Milk Collection (Total - 2013-14) 4.79 billion litres
Milk collection (Daily Average 2013-14) 13.18 million litres
Cattle feed manufacturing Capacity 6190 Mts. per day


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Sales Turnover -(2013-14) Rs. 18143 Crores (US $ 3.0 Billion)


PRODUCT PROFILE
1. AMUL TAAZA

Product Name : - Amul Taaza
Product Detail: - Pasteurised & homogenised toned milk.
Packing : - Poly Pack - 500ml, 1000ml, 6 Ltr*

Product Specifications

Composition FAT%3.0 Min, SNF*8.5 Min
Shelf life 48 hrs from manufacturing
Storage Under Refrigeration (Below 8C)



17






2. AMUL GOLD




Product Name : - Amul GOLD
Product Detail: : - Pasteurised Milk Amul milk meets the PFA standards for the
Respective type of milk.
Packing : - Poly Pack - 500ml, 1000ml, 200ml, 5 Ltr*

Product Specifications

Composition FAT%6.0 Min, SNF*9.0Min
Shelf life 48 hrs from manufacturing


18
Storage Under Refrigeration (Below 8C)





3. AMUL DAHI







Product Detail
Product Name : - Amul Masti Dahi
Description : - Curd made from Pasteurised Toned Milk
Packing : - Poly Pack - 200 gm, 400 gm, 1 kg *
PP Cup - 200 gm, 400 gm, 100 gm *
* In Selected markets only




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4. BUTTER MILK




Product Details
Product Name: - Amul Pouch Butter Milk
Description : - Pasteurized Buttermilk meets the PFA standards.
Packing : - poly pack 500ml


Composition FAT(%) 1.0 , SNF(%) 5.5


20
Shelf Life 48 hours from the date of packing
Storage Condition Under Refrigeration below 8C





5. LASSI


Product Detail
Product Name : - Amul Prolife Probiotic Lassee
Description : - Flavoured Probiotic Lassee (Drinking Yoghurt)
Packing : - 200ml Glass





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OBJECTIVE OF THE STUDY

To study the milk market and milk distribution in Mumbai.

To evaluate the market penetration and market share of AMUL
products in Mumbai


To study the parameters considered by customers while making
impulsive buying decision of dairy products.

To analyse the impact of BTL activity on consumers of dairy products
in south Mumbai.








22






Research Design

PROBLEM STATMENT

AMUL masti dahi sales were poor in south Mumbai market; compared to the total market
size for dahi and that of the sales of other brands.

HYPOTHESIS
H0: There is no significant difference of BTL activities on sales of pouch dahi
Ha: There is significant difference of BTL activities on sales of pouch dahi

SCOPE
1. This study can be implemented on other dairy products under brand AMUL.

2. This study can be utilized examine the promotional impacts of FMCG products of
food industry.




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3. This project can be implemented in suburbs, tier 2 cities etc.





LIMITATION
Time constrain:
This study was conducted only in South Mumbai due to time constraints of 2
months.
This study was conducted during summer season wherein sales of Dahi &
Buttermilk are high and due to time constraint it was not feasible to conduct
the study in other season.

Budget constrain:
Schemes offered on dahi were limited to Max Rs 4/- on 200gm & Rs 6/- on
400gm, due to budget constraints availed for the project.

Man power constrains:
Selected outlets were covered as population and further 10% of it was taken
as sample outlets to conduct the study, due to limitation of manpower.

Retailers constrains


24
Many retailers were not comfortable to offer the scheme from their outlet.





REASERCH METHODOLOGY
Expert Interview:
A conference of Mr Prakash Aute (Zone Manager FPD Mumbai, GCMMF Ltd) was
attended to gain information on milk market in Mumbai and following was the
information derived.
Milk market of Mumbai is of 50 Lakh Litres per day
Pouch milk sales is 60% of the total market
AMUL milk enjoys 40% market share in pouch milk
Competitors to Amul are: Gokul, Mahanand, Mother, loose milk & local brands

Survey:
A questionnaire was designed to study the sales of various milk brands in south Mumbai.

Design Below the Line activity:
An Activity on Amul Pouch Dahi was conducted with the offer of Rs.4off and Rs.6off on
200gms and 400gms respectively.


25

Focus Group discussion:
Our team conducted an FGD to find out the impact of consumer behaviour on pouch
Dahi in Mumbai.

Sources of Data:

Primary data:
Current Scenario of milk market & its operations in Mumbai was stated by
Mr. Prakash Aute during a conference meet.
AMUL retail penetration & market share information was collected from
market survey of 362 outlets in South Mumbai
Parameters for consumer behaviour of impulse buying were decided during
FGD.
Consumer buying behaviour was observed at 35 outlets during the BTL
activity.
Results of BTL activity were recorded for pouch dahi at Point of sales.
Secondary data:
A Secondary was collected from research reports & literature review which were
available on the internet.

Data collection instrument:

a) Questioner


26
b) Observation technique of data collection

Population:
362 Retail Outlets



Sampling Method:
Sample shops to conduct the activity were decided on the basis of pouch dahi sales in
different localities, areas with poor sales were considered and shops within these
area with low sales volume were selected as the sample outlets to conduct the
activity.












27





Sample
Size

FPD Retail
Penetration

Milk
Penetration

Dahi
Penetration

BM
Penetration

Mkt
Share

Next
Competitor



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Result and Discussion
FPD PENETRATION OF SOUTH MUMBAI:

South
Mumbai

362 84

66.3

26.24

30.38

48.05

Gokul

Wadala

30

93.33

90

30

0

74.01

Gokul

Colaba

33

90.9

100

9.01

0

59.72

Gokul

Mahalaxmi

8

87.5

100

0

0

37.5

Gokul

Madanpura

22

86.36

60

36.36

0

65.51

Gokul

Sewree

35

100

100

37.14

0

51.47

Gokul

Dadar

34

61.76

29.41

32.35

38.23

29.51

Gokul

Parel

38

84.21

86.84

28.94

39.15

56.42

Gokul

Worli

64

53.125

40.62

9.37

0

38.15

Mahananda

Lower Parel

23

69.56

34.78

56.52

0

43.84

Gokul

Delsie Road

27

66.66

48.14

44.44

0

16.7

Gokul

Saat Rasta

9

88.88

88.88

66.66

0

70.26

Gokul

Lal Baugh

25

96

88

8

0

52.89

Gokul

Tardeo

14

92.85

35.71

50

78.57

82.75

Gokul



29





General Store
67%
Milk Stall
5%
Open Point
12%
Dairy
16%
Description of Population Survey
0
32%
01 to 30
16%
31 to 60
16%
61-90
6%
91 to 120
7%
121 to 150
3%
150 and above
20%
Graphical representation of milk sold
at the surved outlets


30





81%
8%
6%
3% 2%
Milk Stalls
Amul
Gokul
Mahanada
Mother Dairy
Other
85%
3%
2%
7%
3%
General Stores
Amul
Gokul
Mahananda
Mother
Other


31






61%
22%
11%
5%
1%
Open Point
Amul
Gokul
Mahanada
Mother Dairy
Other
65%
17%
7%
6%
5%
Dairy
Amul
Gokul
Mahanada
Mother Dairy
Other


32

Interpretation of The Survey

1. AMUL Fresh Product Division retail penetration of South Mumbai is 84%, of which
Milk retail penetration is 66.3%
Dahi retail penetration is 26.24%
Buttermilk retail Penetration is 30.38%

2. Amul milk market share in South Mumbai is 48.05%

3. Weak markets for AMUL FPD

a. Overall retail penetration: Dadar, Delisle Rd, Lower Parel & Worli has poor
penetration i.e.62.77%
b. Milk retail penetration: Madanpura, Dadar, Worli, Lower Parel and Delisle Road
have poor penetration i.e. 41.44%.
c. Overall retail penetration of pouch dahi in South Mumbai.
d. Overall retail penetration of pouch Butter Milk in South Mumbai.

4. Gokul milk is the nearest competitor for Amul, followed by Mahanand & Mother Dairy.
5. From the graphical representation it is interpreted that most of the competitors sales are
show from Dairy shops & open milk points as compared to General stores & Milk stalls
where the sale AMUL milk is high.






33

Focus Group Discussion
The objective was to study the parameters which the customers consider while impulsive
purchase of dahi. There was a group of 9 members, 8 males and one female, with an average age
of 23 years and annual family income of Rs 50,000.
The topics discussed were to study the parameters the consumers look at the point of purchase,
which are as follows:
1. Where the placement of promotional material will be more effective? (outside the shop
(option A) or within the shop(Option B))
2. Is the customer, coming in to buy only one single product (Option A) or is looking for
impulsive shopping (Option B)?
3. Is the customer attracted to the discounts/schemes been offered (option A) or not (option
B)?
4. Does the brand offering the discount impacts the buying decision of the customer (option
A) or (option B)?















34
Observation of Consumer Behaviour Data:
Total sample size is of 240 customers
(In fig)
Question No. Option A Option B
1 104 136
2 139 101
3 123 117
4 124 116

(In %)
Question No. Option A Option B
1 43.44 56.66
2 57.91 42.08
3 51.25 48.25
4 51.66 48.33

57% of the customers were attracted by the promotional material placed within
the shop rather than the one placed outside the shop.
Majorly i.e. 60% of customers coming to buy specific food items do not looks for
impulsive buy.
It is been observed that 50% of customers in South Mumbai gets attracted to
offers mentioned and these customers are even brand conscious on which the
scheme is offered.







35
BTL ACTIVITY REPORT

Before During

Sr. Shop name 200gms(Pouch) 400gms(pouch) 200gms(pouch) 400gms
(pouch)
1 Manish Supermarket

0 0 50 24
2 Sandeep Aarey Store

20

10

75 36

3 Maharashtra Store

10 8 25 12
4 Sri Hari Tobacco

10 8 25 12
5 Kiran

10 8 25 12
6 Chirag General Stores

10 8 25 12
7 Kadam Aarey Store

20 10 50 24
8 Javed Ansari

0 24 16 0
9 SKDF

50 24 75 36
10 Bharat General Stores

5 5 25 12
11 Manoj Genera Stores

0 0 25 12
12 Janta Book Store

0 0 12 0
13 Mahavir Stall 12 8 12 0


36

14 Noorani

50 0 10 0
15 Prachi Agency

0 24 5 24
16 KN Agency

0 24 25 24
17 Bharat Retailer store

0 0 45 0
18 Dheeraj

5 0 50 24
19 New Paliwal

0 0 50 24
20 Old Paliwal

25 12 50 24
21 Pooja

25 24 50 48
22 All in one general stores

5 2 15 10
23 Yusuf

0 8 20 14
24 Malva

5 0 15 8
25 Sayeed

0 4 22 16
26 Karimi Stores

0 0 15 8
27 Maurya Enterpises

10 6 25 18
28 Aadarsh Dairy 0 5 10 15


37











29 Bhillare Brothers

0 0 25 12
30 Aaga Dairy

0 0 20 0
31 Radhakrishna Dairy

0 0 12 4
32 Prakash Milk

0 0 15 0
33 Savitri

0 0 25 12
34 Nauka Dairy

0 0 20 8
35 Mayur

10 8 25 12


38

Paired Sample Test
H0: There is no significant difference of BTL activities on sales of pouch dahi
Ha: There is significant difference of BTL activities on sales of pouch dahi

Paired Samples Test

Paired Differences T df Sig. (2-
tailed)
Mean Std.
Deviation
Std. Error
Mean
95% Confidence Interval
of the Difference
Lower Upper
Pair
1
Before -
V5
-
16.306
15.018 2.503 -21.387 -11.224 -6.515 35 .000
Pair
2
V4 - V6 -8.472 7.053 1.175 -10.859 -6.086 -7.208 35 .000











39

Conclusion

At 5% level of significance the value is 0.05 and the observed value is 0.00
which is less than our value. Hence we reject out null hypothesis and conclude
that there is significance difference of BTL activities on sales of pouch dahi.















40
Findings
It is been observed that AMUL enjoys a Market share of 48% and market penetration of
84% in South Mumbai Milk Market.
The penetration of AMUL Milk (66%), Butter Milk (30%) & Dahi (26%) is poor as
compared to the penetration of AMUL as a whole (84%)
From the initial survey it has been interpreted that the sales of Amul Masti Dahi is poor
as compared to other competitors. Within Amul Masti Dahi the availability of cup Dahi is
better as compared to Pouch Dahi at retail outlets.
The visibility for AMUL promotional materials & products is poor as compared to other
competitor brands.
Competitors have presence in all categories of milk as compared to AMUL which is
available only in two categories in Mumbai market. This gives competitors an added
advantage of attracting health conscious customers.
From customers & retailers survey it is been observed that demand for AMUL toned milk
is always better than that of competitors.
It was found that the makers of sweets i.e. halwai do prefer loose milk or Gokul over
AMUL FCM, because of the quality of FAT content been better in loose & Gokul.
Following are the problems faced by retailers:
o Margins & schemes offered by other brands are better than that of AMUL
o Retailers face problems with replacement of expired products and leakage
pouches of milk.
o Relationship problems between retailers & distributors are causing loss of sale to
AMUL.






41
SUGGESTION
1) AMUL FPD can improve its market penetration in all 3 product line by using its same
distribution network & infrastructure, as it is found that the total market penetration for
AMUL products is 84% which is much higher than penetration of each product category.
Increase in market penetration will result into increase in sales & market share.
2) New ADAs should be appointed in the following areas as this market cannot be covered
completely with the services of current ADA:-
a. Worli
b. Dadar West
c. Lower Parel
d. Delsie Road
3) To increase the sales of pouch dahi, AMUL should experiment and replace the order
from retailers for cup dahi to pouch dahi. This will create awareness among customers
about price point of AMUL masti pouch dahi, which may not only cannibalize the sales
of AMUL cup dahi but will also replace for sales of competitors brand.
4) It is been observed that sales from halwais to other brands & loose milk if good, hence
AMUL should come up with a new product category which will caterer to the need of
Sweet makers of high FAT milk. From the initial survey it can be judged that the
volumes of sale from this category of product can justify the production capacity.
5) It has been observed that distributors who have larger volume of business do not address
the problems & queries of small retailers; which results into problems in relation between
retailers & distributors. It is suggested that ADAs volume of business should be limited
according to their capacity, so that they can not only supply products but also maintain
good relations with retailers.





42
REFERENCE

About AMUL
http://www.amul.com/about.php
About Dairy Products
http://en.wikipedia.org/wiki/Dairy_product
About Amul Masti Dahi
http://www.amul.com/products/amul-mastidahi-info.php
About Amul Taaza Milk
http://www.amul.com/products/amul-taaza-info.php
About Amul ButterMilk
http://www.amul.com/products/amul-pouchbuttermilk-info.php
About Amul Lasse
www.amul.com/products/amul-prolifelassee-info.php