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M AR KE T I M PACT T H E

S H AR E

O F

OF

A M U L

M I LK

N EW

M I LK

BRA N D M I LK

S AL E

O F

A M U L

A N D O N

AMUL, KANPUR

Faculty Guide: Prof. R.C. NATARAJAN

Industry Guide: Mr. J.H. GABRA (Branch Manager, Amul Kanpur)/Mr. NAVNEET GUPTA

Submitted in partial fulfillment of the Post Graduate Programme in Management at TAPMI, Manipal by:

Name: SHALABH SRIVASTAVA

Roll No: 10334

Batch: 2010-12

M

Date: 07-06-2011

I P

P

H

A

S

E

  • I I

R

E

P

O

R

T

M AR KE T I M PACT T H E

S H AR E

O F

OF

A M U L

M I LK

N EW

M I LK

BRA N D M I LK

S AL E

O F

A M U L

A N D O N

AMUL, KANPUR

Faculty Guide: Prof. R.C. NATARAJAN

Industry Guide: Mr. J.H. GABRA (Branch Manager, Amul Kanpur)/Mr. NAVNEET GUPTA

Submitted in partial fulfillment of the Post Graduate Programme in Management at TAPMI, Manipal by:

Name: SHALABH SRIVASTAVA

Roll No: 10334

Batch: 2010-12

Date: 07-06-2011

1. CERTIFICATE

This is to certify that the project report titled “Market share of Amul milk and Impact of new milk brands in the market” is a bonafide work carried out by Shalabh Srivastava, Roll no. 2010334 under my guidance for partial fulfillment of Post Graduate Diploma in Management.

Signature :

Name of Faculty Guide: Prof. R.C. Natarajan

Date:

2.ACKNOWLEDGMENTS

  • I express my sincere gratitude to Mr. Navneet Gupta, Milk Division In charge

of Gujarat Co-operative Milk Marketing Federation Ltd., Kanpur for giving me a chance to undertake this project. I am also grateful to him for his continuous support, guidance and encouragement without which this project wouldn’t have been in its current shape. I thank him for taking out some of his precious time from his busy schedule and sharing his thoughts, experiences and ideas with me.

  • I also express my heartfelt gratitude to my project guide Prof. R.C. Natarajan for his continuous support and guidance throughout the course of the

project.

  • I also thank Mr. J.H. Gabra (Depot In charge of Gujarat Co-operative Milk

Marketing Federation Ltd., Kanpur) who was kind to entertain my queries and

doubts at each and every juncture.

  • I would also like to thank all the employees of Amul (Kanpur) who helped me during my training program.

Finally, I would like to thank my college authorities for providing me the opportunity to work with such a prestigious organization.

3.EXECUTIVE SUMMARY

The Primary objectives of the project for Amul Milk were as follows:

To study the behavior of the milk market of Kanpur and to understand the buying behavior of customers.

To calculate the market share of Amul milk in the field of packet milk sale

To study the impact of new milk brands on the sale of Amul milk.

To study the satisfaction level of the retailers selling Amul milk.

The entire project was divided into 5 stages:

In

the

first

stage,

the

company

information

was

gathered to

understand

the

work

environment

and

culture

of

the

company.

Through

group discussion

and interview

of

the employees of

the

company, a questionnaire was designed based on the company’s requirement.

In the second stage a pilot study was conducted in some areas of Kanpur, where some retailers and customers responded to the questionnaire to test the accuracy of the questionnaire.

The third stage was the data collection stage where responses were collected from 81 retailers and 309 customers across Kanpur city.

In the fourth stage the data collected was analyzed using SPSS software and other qualitative and quantitative methods and the data collected was mapped to research objectives.

The final stage constituted of the presentations of the findings and recommendations of the same to the company.

Table of Contents

  • 1. CERTIFICATE................................................................................................3

  • 2. ACKNOWLEDGMENTS...................................................................................4

  • 3. EXECUTIVE SUMMARY..................................................................................5

  • 4. INTRODUCTION: GUJARAT CO-OPERATIVE MILK MARKETING FEDERATION LTD. 7

    • 4.1 MILK PROCESSING:-...................................................................................................9

  • 5. PROJECT OBJECTIVES..................................................................................10

    • 5.1 TO CALCULATE THE MARKET SHARE OF AMUL MILK AND TO STUDY THE IMPACT OF NEW MILK BRAND IN THE MARKET.

10

  • 5.2 SCOPE OF PROJECT..........................................................................................................10

  • 5.3 METHODOLOGY...............................................................................................................10

  • 6. ANALYSIS..................................................................................................12

    • 6.1 BRAND PREFERENCE OF CUSTOMERS:......................................................................................13

    • 6.2 WEAKNESS OF AMUL........................................................................................................14

    • 6.3 WHY AMUL MILK............................................................................................................15

    • 6.4 STRENGTH OF AMUL.........................................................................................................16

    • 6.5 WEAKNESS OF AMUL ACCORDING TO RETAILERS..........................................................................17

    • 6.6 AREA WISE ANALYSIS.......................................................................................................18

    • 6.7 DISCRIMINANT ANALYSIS TO GET THE SATISFACTION LEVEL OF THE

RETAILERS..ERROR!

  • 6.8 FACTOR ANALYSIS OF VARIOUS

FACTOR...........................................ERROR!

BOOKMARK NOT DEFINED. BOOKMARK NOT DEFINED.

  • 6.9 RETAILERS PROBLEMS.......................................................................................................20

  • 7. FINDINGS...................................................................................................21

  • 8. RECOMMENDATIONS...................................................................................22

  • 9. QUESTIONNAIRE.........................................................................................25

    • 9.1 QUESTIONNAIRE FOR RETAILERS............................................................................................25

    • 9.2 QUESTIONNAIRE FOR CUSTOMERS..........................................................................................28

10. REFERENCES...........................................................................................31

References

1.INTRODUCTION: GUJARAT CO-OPERATIVE MILK MARKETING FEDERATION LTD.

In the year 1946 the first milk union was established. This union was started with 250 liters of milk per day. In the year 1955 AMUL was established. In the year 1946 the union was known as KAIRA DISTRICT CO- OPERATIVE MILK PRODUCERS’ UNION. This union selected the brand name AMUL (Anand Milk Union Limited) in 1955.

Following the successful pattern of Amul cooperatives, in 1965, the prime minister of India, shri Lal Bahadur Shastri, created The National Dairy Development Board(NDDB) .

In 1973, Amul was managed by Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF). Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products marketing organization. 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. CRISIL(credit rating information services of India limited), India's leading Ratings, Research, Risk and Policy Advisory company, has assigned its highest ratings of "AAA/Stable/P1+" to the various bank facilities of GCMMF.

Its include 13 district co-operative milk producers’ union as its members and include around 15,000 village societies with total milk handling capacity of over 10 million liters per day and average milk collection of over 33131 Lac liters. The sale turnover of Amul over the years is shown below:

Sales Turnover

Rs (million)

US $ (in million)

1994-95

11140

355

1995-96

13790

400

1996-97

15540

450

1997-98

18840

455

1998-99

22192

493

1999-00

22185

493

2000-01

22588

500

2001-02

23365

500

2002-03

27457

575

2003-04

28941

616

2004-05

29225

672

2005-06

37736

850

2006-07

42778

1050

2007-08

52554

1325

2008-09

67113

1504

2009-10

80053

1778

All the figures above are given in millions.

Amul offers various services to its members and unions.

Medical facilities for the cattle of former

Cattle feeding

Artificial insemination (Cattle Breeding )

Free animal vaccination

Former education programs

AMUL also provide the scholarship to children of member of society

3

4

4.1 MILK PROCESSING:-

Amul milk goes through various stages of processing before it reaches the customers. The main emphasis of the processing is to maintain the quality and taste of the milk without adding any chemicals and preservatives that could affect the customers. The various stages include Adding Vitamin D, Homogenization, Pasteurization, Packaging milk and Storing milk. All the stages help to preserve the fresh and creamy quality of milk without adding any extra chemicals or preservatives.

∑ Former education programs ∑ AMUL also provide the scholarship to children of member of society

Every day Amul collects more than 10 million liters of milk from 2.6 million farmers (many illiterate), converts the milk into branded, packaged products, and delivers goods to over 500,000 retail outlets across the country.

1.PROJECT OBJECTIVES

4

5

5.1

To calculate the market share of Amul milk and to study the impact of new milk brand in the market.

Responses from 81 retailers and 309 customers were taken across the city to understand the buying behavior of packet milk. The retailers were asked about their opinion on which brand is preferred more now and why they think customer demand is more for that particular brand, the average sale difference before and after the launch of Namaste India (A new brand being launched recently in the city). They were also asked about the level of satisfaction from Amul and their relation with the distributors as they were the point of contact to the retailers. The main reason behind the survey is to know the market share of Amul milk and to study the retailers behavior towards the brand and to know what are the various issues faced by them.

The customers were asked about their choice of brand and why they like that brand. They were also asked about their opinion on the promotion of any brand and whether promotional ads affect their buying behavior or not. The customers were also asked about their opinion on the recent price rise of Amul milk and whether it has affected their buying behavior.

The target audiences for the research were identified as below:

Customers across the city who buy milk.

Retailers selling packet milk

4.1

Scope of Project

The scope of the project is not only limited to Kanpur city but can be used at various places where some new brand is set to launch its product. The study is done on the audiences of Kanpur but it can apply to other cities as well.

4.2 Methodology

The entire project was carried out in 5 different stages:

1.

In

the

first

stage,

the

company

information

was

gathered to

understand the work environment and culture of the company.

Through

group discussion

and interview

of

the employees of

the

company, a questionnaire was designed based on the company’s requirement. In this stage the market to be covered and the number of respondents to be interview were also identified.

2. In the second stage a pilot study was conducted in Kanpur, where some retailers and customers responded to the questionnaire to test the accuracy of the questionnaire. The pilot study was conducted in Kakadev areas and Krishna Nagar area of Kanpur. After this the data collected were analyzed and the required changes were made to the questionnaire.

3. The third stage was the data collection stage where responses were collected from 81 retailers and 309 customers across Kanpur city.

4.

In

the fourth

stage the data collected was analyzed using SPSS

software and other qualitative and quantitative methods and the data collected was mapped to research objectives. The findings of the research were then outlined as follows:

Brand Preference of Customers.

Strengths and Weaknesses of Amul milk according to retailers.

Satisfaction level of retailers.

Area wise analysis of Amul milk sale.

Effect of new brands on the sale of Amul milk.

Effect of promotion on the sale of Amul milk.

5. The final stage constituted of the presentations of the findings and recommendations of the same to the company.

1.ANALYSIS

The factors that could customers are:

affect the buying

behavior

of packet milk

of

the

Quality

Availability

Trusted brand

Promotional activities

Size of the family

Price of the brand

New entrant in the market

The factors that will make the retailers to stick to Amul milk and not to move to other brand of milk are:

Customer Demand

Product quality

Margin

Availability

Promotion

Distributor staff’s behavior

All these factors and their affect on the buying behavior of customers are studied through the responses taken from various customers and retailers across the city.

6.1Brand preference of Customers:

The brand preference of customers of the city is shown below. The graph shows that 67% of the customers still like Amul milk while 10% of the customers like both Amul as well as Namaste India. 17% of the customers like Namaste India only and this have taken up majority of the market share of Amul and Parag milk brands.

6.2Weakness of Amul:

According to Customer, 77% of the customers still think that Amul milk has no weakness and they are sticking to Amul, while 17% of customers said that Amul quality is lower than other brands. 5% of the customers have said that Amul have Higher Chemicals added, and has lower quality.

6.3Why Amul Milk

If we look at the reasons that why customers prefer Amul milk over other brands then we can see that 50% of Amul users say that Quality and Taste are the two factors that make them buy Amul milk. 15% of customers say that Quality, Availability and Brand of Amul is much better and 26% say that Quality, Brand and Taste of Amul is better than other brands.

6.4Strength of Amul:

According to retailers 58% of them think that Amul has a Good Brand Image in the market whereas 26% of retailers think that Quality of Amul is much better than others. 10% of customers think that Quality and Good Brand Image are the major strengths of Amul while 1% both for Quality, Availability and Availability, Good Brand Image.

6.5Weakness of Amul according to retailers

The chart showing weaknesses of Amul according to retailers is shown below.

The graph shows that majority of the retailers (33.33%) feel that there is no weakness in Amul. About 25% of retailers are not happy with the leakage issue in Amul milk. Another 18.5% of retailers think that quality of Amul milk is inferior to new brands like Namaste India. Around 6% of

retailers

think

that

lower

Commission

of

Amul

milk

is

its

biggest

weakness.

6.6Area Wise Analysis

The Area

wise

Analysis of

the sale Amul

milk across the city is shown

 

below:

Area

No of

Tota

Sale

of

% Sale

Sale

of

% Sale

Differe

retaile

l

Amul

Before

Amul

nce

in

rs

Sale

Before

After

After

Sale %

Namaste

Namaste

India

India

Launch

Launch

Kidwai Nagar

10

 
  • 55 90.91%

50

 
  • 42 76.36%

 

14.55%

Moolganj

2

 
  • 57 84.21%

48

 
  • 35 61.40%

 

22.81%

Chauraha

Jagai Purwa

3

 
  • 24 58.33%

14

 
  • 12 50.00%

 

8.33%

Chand Nagar

1

6

5

83.33%

5

83.33%

0.00%

Lal Bangla

3

 
  • 145 91.72%

133

 

122

84.14%

7.59%

Kakadev

2

 
  • 100 87.00%

87

 
  • 60 60.00%

 

27.00%

Ravatpur

4

64

57

89.06%

  • 49 76.56%

 

12.50%

Krishna

5

19.5

19.5

100.00

19.5

100.00

0.00%

Nagar

%

%

Gandhi gram

1

6

6

100.00

 

6

100.00

0.00%

%

%

PAC

1

20

20

100.00

 
  • 20 0.00%

100.00

 

%

%

Naubasta

8

 
  • 44.5 85.39%

38

   
  • 27 24.72%

60.67%

 

Govind Nagar

10

 
  • 87.5 93.14%

81.5

   

64.5

73.71%

19.43%

Coca

Cola

2

7

7

100.00

 

6

85.71%

14.29%

Chauraha

%

Arya Nagar

7

157.5

116.5

73.97%

 

102

64.76%

9.21%

Ashok Nagar

1

6

5

83.33%

 

4

66.67%

16.67%

Parmat

9

92.5

69

74.59%

 

56.8

61.41%

13.19%

Bakarmandi

1

6

6

100.00

 

5

83.33%

16.67%

%

Phoolbagh

2

50

40

80.00%

 

24

48.00%

32.00%

Panchakki

2

5.75

5.5

95.65%

 

5.5

95.65%

0.00%

Chauraha

P Road

7

132.5

122.5

92.45%

 

85.5

64.53%

27.92%

                 

TOTAL

81

10

930.5

85.7

 

750.80

 

69.1

16.55

86

0%

 

5%

%

This analysis

shows that the

drop

in sales

of

Amul

after

the

launch of

Namaste India is 16.55% overall. While some areas like Jagai Purwa, Lal Bangla, Krishna Nagar, Arya Nagar etc. are not much affected by introduction of Namaste India in the city, places like Phoolbagh, P Road, Naubasta, Govind Nagar, Kakadev are worst hit by the launch of Namaste India and the sale in these areas suffered maximum damage. Also while collecting data from the retailers, it was discovered that the supply of Namaste India is not proper and there is no timely supply of the same. If their supply becomes proper then sale will decrease further. Also majority of the retailers complained about the leakage issue and lower margin provided by Amul. According to them other brands are taking leakage issue into account and there margin too is greater than Amul. Based on the area wise analysis we can get the market share of Amul milk in the city.

 

Quantity Lacs (Litres)

in

Litres of milk Consumption in the city

9

Litres of Packaged milk consumption in the city

1.25

% Market Share of Packaged milk

13.89%

Approximate % of Amul milk

70%

Litres of Amul Milk consumption in the city

0.875

Market Share of Amul milk

9.72%

6.7Retailers Problems

While taking the survey of the retailers it was found out that majority of the retailers are facing problems of Leakage issue, decreasing demand and Lower quality. The problems faced by retailers are given below.

1. FINDINGS

  • 1. Brand preference of customer shows 67% in favor of Amul and 17% in favor of Namaste India.

  • 2. The weaknesses that concerns customers are lower quality and high chemicals added in Amul milk. However majority of customers still thinks that there are no weakness in Amul milk.

  • 3. The main reasons for choosing Amul milk over other brands are quality, taste, availability and Brand value. Here Quality, Taste and Brand are most preferred reasons.

  • 4. The main strengths of Amul are Good brand Image and Quality with majority of retailers feel that Amul’s brand value is what is attracting customers to itself.

  • 5. The main weaknesses of Amul according to retailers are Leakage issue, Lower commission, decreasing demand and quality fluctuations. Around one- third retailers feel that there are no weaknesses in Amul milk.

  • 6. Area wise analysis shows that there is a vast decrease in demand for Amul milk in areas like Phoolbagh, P Road, Naubasta, Govind Nagar and Moolganj Chauraha. The overall decrease in the sale of Amul milk is 16.55% which is mainly caused due to the launch of Namaste India Milk in the city. The overall market share of Amul is estimated to be 9.72% if we are taking loose milk sales into account, otherwise in the packet milk sales its market share is 69.15%.

  • 7. While Quality, Availability and Brand Image are considered important before selecting any particular brand, price and taste are not considered important by the customers.

  • 8. Majority of the customers admitted that they are influenced by the promotional ads of any brand and are willing to try a new brand if the brand belongs to a trusted group.

  • 9. The main reasons for dissatisfaction of retailers from the behavior of distribution staff are rude behavior, irregular supply and frequent change in distributors.

10.Almost all the customers who buy packet milk are not willing to pay extra to get home delivery of milk.

11.Around 66% of packet milk customers prefer both Toned and Full-cream milk, 26% prefer only Full Cream and 8% prefer only Toned Milk. 12.Due to the recent price rise of Amul milk, the sale of “Amul Bachcha” (200 ml) pack has decreased drastically. The sale of 200 ml pack is decreased to around 33% of what it used to be before the price rise.

1. RECOMMENDATIONS

As can be seen from the area wise analysis and Affect of promotional ads on the buying behavior of customers, the demand for Amul milk has decreased over the past 3 months. The main reason for the same is the launch of Namaste India. Now it is important for Amul to retain its customers. Right now its market share in terms of sale of packet milk is around 70%, which was above 85% before the launch of Namaste India.

Proper Promotion of the brand through Mass Media to reach the customers

Now the main reasons why customers are not buying Amul milk are Lower Quality and the fact that Amul milk comes from some other place makes the customer more reluctant to buy Amul milk as they fear that it contains chemicals and preservatives. So it is important for Amul to make its customer realize that Amul contains no Chemicals and Preservatives and it goes for physical processing of milk which includes homogenization, pasteurization and cold storage of milk. All these process causes no harm to the quality of Amul milk and it is as good as fresh milk.

Now

one

thing

that

Amul

is

lagging

behind

is

the promotion

department. Although Amul still has 70% of the market share, but that

is decreasing fast and it is possible that Amul milk faces

tough

competition

in future.

To

counter this

it

is important

to retain

its

customers and to attract new customers. This could be done through

proper promotion.

Company should use brand ambassador which attracts each age segment i.e. Mahendra Singh Dhoni, Amitabh Bacchan, Hrithik Roshan etc. to promote its milk. Right now people think that Amul milk lacks in quality as it comes from some other place, so it is important that Amul promotes its brand and make people realize that Amul milk’s quality is not inferior to any brand and that its product is as good as fresh milk. Amul should give local advertisements apart from the advertisements given at the national level. Local advertisement must mention the exclusive Amul shops of the city. Advertisement can be done with the help of animations that attracts children and teenagers because milk is consumed largely in this segment.

For Brand promotion and marketing of Amul milk in Kanpur it could introduce a mascot for Amul milk just like they have The Amul Butter Girl for Amul Butter. This could help them to gain a good position in the mind of customers. This will also help in easy Brand differentiation and Recognition.

Provide

Satisfactorily

Schemes

and

offers

to

Retailers

and

organize a monthly meeting to listen to their issues and problems

It is important that Amul retains its customers and retailers. Retailers are the primary sources which are directly linked to the customers. They are the point of contact of the customers and thus it is important to satisfy the retailers.

Amul is the market leader and it is an international brand, thus it can dictate the market according to its own terms. It is not necessary for

Amul to follow

other brands. Amul can give benefits and schemes

which would be difficult for small manufacturers to provide. Moreover Amul has a good supply chain which is not there in brands like Namaste India; this could be an additional benefit to Amul.

Leakage issue faced by different retailers is an important issue. Some retailers even complained about poor packaging of Amul milk packet. While other brands packaging is quite good, Amul packet is quite thin which results in more leakage. A leaked packet is of no use for anyone. It is just waste. Now this could be improved if packaging is improved. Further every leaked packet accounts for one less customer. Milk is a product which is a necessity, and if a customer comes and he/she is not able to get Amul milk then they will switch to some other brand which is not good for the company. Thus it is important to have proper packaging to retain customers and satisfy retailers.

To satisfy retailers it is important to have a general meeting of the retailers with the company officials. Most of the small retailers were complaining that no company officials are coming to meet them. They

are also not happy with the behavior of the distributors. Around 44% of retailers are not fully satisfied with the distributor staff behavior. Moreover around 37% of the retailers feel that leakage issue is a big weakness of Amul as other brands accept all the leaked packets and their retailers don’t have to suffer losses due to leakage of any packet.

Provide reasonable Margin to retailers as compared to competitors, this motivates them to promote company’s milk and milk products. Also provide consistent service to retailers as this will help gain company goodwill in the market.

Distributor Staff Management

Do not change distributor frequently, because he is the only person who act as a connecting link between company and retailers. Also do not place more than one distributor in same market area. Also ask the distributors to deal with retailers in a polite manner so that retailers are satisfied with their behavior.

Proper Promotion and better schemes to suppress competitors and new entrants in the market

Advertising on television, Radio FM, Newspapers, roadside hoardings and sponsorship of events and trade fairs will be helpful for the brand as majority of the customers said that they are affected by the promotional ads they see, this will even help them to counter their competitors like Namaste India which has gone for extensive promotion throughout the city.

Now while taking the survey it was known that Mother Dairy is set to launch its Milk brand in the market. Now if that happens then the sale of Amul milk will decrease further. This could seriously harm the company and they will face stiff competition in the future. Mother Dairy will launch its product and will try to catch the customers which are taking some other brand. For this they will go for extensive promotion and can launch the product with some schemes so that retailers are motivated to sell their product. To counter to that Amul can give some schemes to its retailers before the launch of Mother Dairy milk so that they are forced to give better schemes if they want to get one step ahead. This would not only motivate the retailers to sell Amul milk, but will also force other brands to follow the same strategy.

Schemes And offers to sell Amul bachcha packet

Due to the recent price rise of Amul milk, the demand for the milk didn’t decrease much in the case of normal packets. However, the demand for “Amul bachcha” packet has reduced drastically. This is due

to the fact that “Amul bachcha” packet rate is Rs. 6/- whereas the rate of “Namaste India Chotu” pack is Rs. 5/-. Customers are not willing to pay extra for small quality and also some customers feel that Namaste India’s Chotu pack’s quality is much better than Amul’s Bachcha packet. Now this is something which could not be avoided as fuel prices are raising and thus transportation cost is higher now. So it is important to give some schemes to the retailers so that they are motivated to sell bachcha packet of Amul or else give some offers to customers which will make them buy the Bachcha packet.

1. QUESTIONNAIRE

8

9

  • 9.1 Questionnaire for Retailers

Demographics of Retailers

1. Name

:

2.

Sex

:

  • 3. Age

:

  • 4. Address

:

Questionnaire

  • 1. What do you think is the best brand according to customers? Rank them - 1 being the best rank.

Amul

Namaste India

PARAG

Veri-fresh

  • 1. Give reasons for Q1? (Only for rank 1)

Better quality

Better Taste

Better price

Availability

Trusted brand

Any other please specify: ________________________________________

  • 1. Does any new promotional strategies for the customers have any impact on the sales of packaged milk brand?

Yes

No

Depends on the brand

  • 1. If a new brand is introduced in the market what impact does it have on the sales of Amul milk?

Very much affected (greater than 15%)

Moderately affected (5-15%)

It affects but the difference in sale is negligible (less than 5 %)

Not affected at all

It depends on the brand value of the new product

  • 1. Who do you think is the toughest competitor of Amul?

PARAG

Namaste India

Veri-Fresh

Any other please specify: ________________________________________

  • 1. Fill the table below:

Total quantity sold daily

Average Quantity of Amul Before launch of Namaste India

Average Quantity of Amul sold after the launch of Namaste India

     
     
  • 2. What do you think is the biggest strength of Amul? Price Availability Quality

Good brand image

Any other please specify: ________________________________________

  • 1. Weaknesses of Amul?

Higher price

Lower profit margins

Loose milk is more preferred because of the convenience

Lower quality

Any other please specify: ________________________________________

  • 1. Are you satisfied with Amul? Yes No

  • 1. Reasons for satisfaction?

Higher margins

Greater demand

Better schemes

Better incentives given

Any other please specify:

___________________________________________

  • 1. Reasons for dissatisfaction? Irregular supply Lower Margin Bad quality

Aggressive Behavior

Decreasing demand

Any other please specify:

___________________________________________

  • 1. Are you satisfied with the behavior of the distributor staff that comes here?

Yes

No

It is OK but can be much better

  • 8.1 Questionnaire for Customers

Demographics

  • 1. Name

:

  • 2. Sex

:

  • 3. Age:

  • a. Below 25 years

  • b. 25-40 years

:

:

  • c. 40-50 years

:

  • d. Above 50 years

:

  • 4. Number of family members

:

  • 5. Earning members in the family

:

  • 6. Profession

:

  • 7. What is the average quantity of milk purchased daily? ______________________

Questionnaire

  • 1. What is the type of milk that you are purchasing? Loose Packed Others

I don’t use milk

  • 1. Reasons for purchasing loose milk? (If selected loose milk in Q1) Price Quality

Fear that packaged milk can affect personal health

Relationship with vendor

Convenient, get home delivery

Easily available near home

Extra charge taken for packaged milk home delivery

Any other please specify: _________________________________________

  • 1. If you get packaged milk the same way as you get loose milk, would you prefer to try it? (ask only if loose milk is preferred in Q1)

Yes

Depends on the brand

Depends on the price

No, I am happy with loose milk.

  • 1. Mode of purchase:

Home delivery

retailer

Others please specify: ___________________________________________

  • 1. At what time do you usually purchase milk?

Morning

Evening

As need comes

  • 1. For what purpose do you use milk?

For using milk in other drinks like tea/coffee

For preparing curd/paneer

For drinking milk

Other uses please specify: ________________________________________

  • 1. What kind of packaged milk do you prefer the most?

Full cream

Toned

Any other please specify: _________________________________________

  • 1. Which brand would you prefer for packaged milk?

 

AMUL

PARAG

Namaste India

Veri-fresh

I don’t prefer any brand as such.

  • 1. What are the various features that you look for while purchasing packaged milk? Rank the features based on their importance. 1 being the most important feature. Price Availability

Consistent quality

Less adulterated

Taste

Trusted brand

Hygiene factors

Promotional activities

Health issues (whether packaged milk is safe to use)

  • 1. Does paying extra for home delivery makes you think twice before purchasing packaged milk?

Yes

No, the benefits compensates for the charges demanded.

  • 1. What are the shortcomings of Amul over other brands?

Trusted brand

Quality is much better

Price issues

More easily available

Any other please specify: _________________________________________

  • 1. Do you think the promotional events for a brand can be an effective tool in deciding which brand is better?

Yes

No

  • 1. If a new brand of milk comes in the market, are you tilted towards checking that brand?

Yes always

Depends on the brand value

No, I like what I am using

1. REFERENCES

www.amul.com from 1.06.2011 to 11.06.2011

www.amuldairy.com from 1.06.2011 to 11.06.2011

www.scribd.com from 11.04.2011 to 16.04.2011

www.wikipedia.com from 1.06.2011 to 11.06.2011

Marketing Research, 3 rd edition by Rajendra Nargundkar

Amul Sale record book for the year 2010-2011