TO ENHANCE THE VISIBILITY AND PENETRATION OF AMUL ICE-CREAM IN PATNA MARKET AT RETAIL LEVEL

By :Nishita 50026

PENETRATION
Penetration is a measure of brand

VISBILITY
Visibility can also refer to a company's presence in the marketplace.

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

Members 13 district cooperative milk producers union

No. of village societies: No. of producers members Total milk handling capacity:

15,760 3.1 million 13.67 million liters per day

Milk collection(daily average 2010-2011):

9.4 million liters

Milk drying capacity:

Cattle feed manufacturing capacity: Sales turn over(2010-2011):

647 mtr. per day

3690mtr.per day 97.74crores(US$ 2.2 billion)

AMUL

Formed in 1946
Started out of white Revolution

Formed by Dr Verghess Kurien

Largest food brand in India

MARKET SHARE

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

SUPPLY CHAIN
Manufacturing Unit (IDPL in Kolkata)

Carrying & Forward Agent

Distributor

Retailers & Vendors

Consumers

Porters 5 forces: Industry Analysis

Buyer Power:Bargaining power of customer is high Customers are able to substitute from one brand of ice- cream to another

Supplier Power:Empower the milk producers

Threat of substitutes:No perfect substitute

Potential Entrants:Requirement of large source of capital

Industry Rivalry:The principal competitors in the ice-cream industry are large, diversified companies with significant greater resources.

SWOT ANALYSIS IN PATNA

STRENGTH
Brand Image Market Position Quality Variety

WEAKNESS
Less number of Pushcart Lack of Supply Offer & Schemes

OPPORTUNITIES
Sugarfree & Probiotic Wellness Ice cream

Tie-up with food chains, restaurant

THREAT

Cut throat competition. Lack of Brand Loyalty. Job Hopping

MAJOR COMPETITORS

BRANDS

LOCAL PLAYERS

Vadilal, Kwality Walls etc

Golden, Treat etc

OBJECTIVE

Primary objective:
The main objective of the project is to enhance the visibility and penetration of
Amul ice-cream in Patna market at retail level

Secondary objective:
To identify the issues related to retailers. To take the retailers feedback regarding the service

RESEARCH METHODOLOGY
Research Design: Descriptive Data Sources: Primary Data: Questionnaire Secondary Data: Data given by Amul office like distributors list etc Research Tool: Questionnaire Sampling Methodology: Sample Frame: Retailers in Patna Sample Size:50 Sampling Method: Convenient Sampling

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

Factors important for retailer for stocking Ice cream

Brand Image Profit Margin Supply Price of product Range of product Visibility Demand of product Offer & Schemes

Explanation: Null hypothesis (Ho): There is no significant difference in the perception of retailers for the Brands of the two companies. Alternative Hypothesis (H1): There is significant difference in the perception of the retailer of the Brand Image of the two companies.

T-Test: Paired Two Sample for Means Amul Kwality 4.16326531 3.959184 0.55612245 0.581633 49 49 0.04859219 0 48 1.37306602 0.08805624 1.6772242 0.17611248 2.01063472

Mean Variance Observations Pearson Correlation Hypothesized Mean Difference df t Stat P(T<=t) one-tail t Critical one-tail P(T<=t) two-tail t Critical two-tail

From above output we can see that p-value is 0.17 which is larger as compared to the alpha-value 0.05. So here we accept the null hypothesis and arrive at the conclusion that there is no significant difference in the perception of the retailers of the Brand Image of the two companies.

FINDING

Strong Brand Image Irregular supply Lack of presence in Push cart segment Customer first choice Lack of advertisement

RECOMMENDATIONS

Need to improve supply scenario Need to increase Number of push cart Good distributors and retailers should be awarded Need to increase advertisement material

LIMITATIONS
The time period of the project was 8 weeks, which may not enough to understand the whole market.
Findings are based on the assumption that the respondents have revealed the correct information. There might be other possibility i.e. hiding of data by shopkeepers, sharing of personal grievances about the company which can hinder the result.

Being peak season many retailers were busy and did not give time to conduct survey.
Some of the data like sales figure, amount of delivery and profit margin the retailers didnt want to share.

THANK YOU