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Page No
CONTENT:
1.PREFACE 3
2.ACKNOWLEDGEMENT 4
3.DECLARATION 5
4.INTRODUCTION 6—7
 CONTEXT OF THE TOPIC
 NEED OF STUDY

5.INDUSTRY & COMPANY PROFILE 8—24

 INTRODUCTION & HISTORY
 GCMMF OVERVIEW
 VISION
 MISSION
 DISTRIBUTION NETWORK
DISTRIBUTION CHART
 AREAS OF OPERATION
 GROWTH TREND OF AMUL
 PRODUCT CATEGORIES
 ACHIEVEMENT
 MASCOT
6.OBJECTIVE OF THE PROJECT 25-26

7.RESEARCH METHODOLOG 27—29

 RESEARCH INSTRUMENT
 METHOD OF SURVEY
PERSONAL INTERVIEW
 AREA OF OPERATION
 HOW THE SURVEY IS CONDUCTED
AT APPROACH
SECONDARY LEVEL
TERRITORY LEVEL
 OTHERS
 ANALYSIS & STATISTICAL TECHNIQUES USED
8.DATA PROCESSING & ANALYSIS 30—51
 PENETRATE AREA OF AMUL
 AREA COVERED BY AMUL DEALER
 RETAILER’S CATEGORY
 SALES CONTRIBUTION BY DIFFERENT RETAIL
OUTLETS
 TOTAL RETAILERS INFRASTRUCTURE IN CHUCHURA
AND HOOGHLY
 NUMBER OF RETAILERS INFRASTRUCTURE KEEPING
AMUL PRODUCTS
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  FREQUENCY OF SERVICES BY AMUL DEALER
 AVERAGE MONTHLY SALES OF AMUL PRODUCT
 AVERAGE MONTHLY SALES OF AMUL DIARY PRODUCT
 WHETHER RETAILERS IS OPERATION ANY WINDOWS
HIRING SCHEME
 DIVISION OF RETAIL SHOPS ACCORDING TO AMUL
PRODUCTS
 MARKET PENETRATION OF AMUL COMPANY IN DIARY
WHITENER
 MARKET PENETRATION OF AMUL COMPANY IN
CHEESE MARKET
 MARKET PENETRATION OF AMUL COMPANY IN
CHOCOLATE MARKET
 MARKET PENETRATION OF AMUL COMPANY IN GHEE
MARKET
 MARKET PENETRATION OF AMUL COMPANY IN MILK
 MARKET PENETRATION OF AMUL COMPANY IN
PANEER
 MARKET PENETRATION OF AMUL COMPANY IN ICE
CREAM
 MARKET PENETRATION OF AMUL COMPANY IN SOFT
DRINKS

9. EXECUTIVE SUMMARY 52-54

 TITLE
 ORGANISATION
 OBJECTIVE
 RESEARCH METHODOLOGY
 SAMPLE PLAN
 FINDINGS
 DATA ANALYSIS
10. OBSERVATIONS & FINDINGS 55
11. LIMITATIONS 56
12. CONCLUSION 57
13. SUGGESTIONS & RECOMMENDATION 58
14. ANNEXURE 59-63
 QUESTIONNAIRE
15. UTTERLY...BUTTERLY DELICIOUS .. 64
DHANYAWAAD ...

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 PROJECT REPORT ON

“Retail Census & Demand

Estimation of CHUCHURA &
HOOGHLY”

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 This study was conducted from 27th July 2010 to 15th September 2010

At

Gujarat Co-operative Milk Marketing Federation Limited

(GCMMF)

ROURKELA INSTITUTE OF MANAGEMENT STUDIES

Comprehensive project report

On

Retails census and Demand estimation

Submitted for the partial fulfillment of the requirement for the degree of

Master of Business Administration (M.B.A), Rourkela.

Submitted By

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 Ansuman Ganguly

Regd. no - (0906260141)

Session-2009-2011

UNDER THE GUIDANCE

OF

Mr. SK Rasidul Hoque

BIJU PATNAIK UNIVERSITY OF TECHNOLOGY

PREFACE:
The MBA programmed is well structured and integrated course of
business studies. The main objective of practical training at MBA level is
to develop skill in student by supplement to the theoretical study of
business management in general. Industrial training helps to gain real
life knowledge about the industrial environment and business practices.
The MBA programmed provides student with a fundamental knowledge
of business and organizational functions and activities, as well as an
exposure to strategic thinking of management.

In every professional course, training is an important factor. Professors

give us theoretical knowledge of various subjects in the college but we
are practically exposed of such subjects when we get the training in the
organization. It is only the training through which I come to know that
what an industry is and how it works. I can learn about various
departmental operations being performed in the industry, which would,
in return, help me in the future when I will enter the practical field.

Training is an integral part of MBA and each and every student has to
undergo the training for 2 months in a company and then prepare a
project report on the same after the completion of training.

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During this whole training I got a lot of experience 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.

In today’s globalize world, theoretical knowledge is not sufficient. Beside

this one need to have practical knowledge, which would help an
individual in his/her carrier activities and it is true that “Experience Is
Best Teacher”.

ACKNOWLEDGEMENT:

With immense pleasure, I would like to present this project report for
Gujarat Co-operative Milk Marketing Federation Ltd. It has been
an enriching experience for me to undergo my summer training at
“GCMMF”, which would not have possible without the goodwill and
support of the people around. As a student of “Rourkela Institute Of
Management Study”. I would like to express my sincere thanks too all
those who helped me during my training program. I would like to
express my gratitude to all those who gave me the encouragement to
complete this project.

I would like to give my heartily gratitude to the Mr. SK Rasidul Hoque

for having given me the opportunity to do my project work in the
organization and lighted my way of progress with his guidance.

. I would like to give my special thanks to my parents, their love, support

and blessing enabled me to complete this Project work.

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However, I accept the sole responsibility for any possible error of
omission and would be extremely grateful to the readers of this project
report if they bring such mistakes to my notice.

Date: 15th September, 2010

Place: Kolkata
Duration: 27th August to 15th September, 2010

DECLARATION:

I hereby declare that the following project report titled “Retail Census
& Demand Estimation of Chuchura & Hooghly” at Gujarat Co-
operative Milk Marketing Federation Ltd., Chuchura and Hooghly is an
authentic work done by me. It is to the best of my knowledge and belief.
This is to declare that all my work indulged in the completion of this
Project Report such as research, competitor analysis and improvement
measures is a profound and honest work of mine.

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Date:
Signature

ANSUMAN GANGULY

INTRODUCTION OF THE TOPIC:

 CONTEXT OF THE TOPIC:
The dairy & non-diary industries & companies run mainly on the
factors such as availability, service frequency, affordability, taste and
marketing. Availability plays a vital role because purchasing power is
depending upon availability of that product, in case distributors and
retailers service matter a lot. Retailing includes all the activity in selling
goods or service directly to the customers or personal non-business use.
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A retailer or retail store is any business enterprises whose sales volume
comes primarily from retailing.
Retailers are the part of product marketing channels and perform
the work of moving goods from producers to the customers. It
overcomes the time, place and possession gap that separates goods and
service from those who needs or wants them. Retailers as member of
marketing channel perform a number of key functions. Some functions
(physical distribution, title, promotion) constitute a forward flow of
activity from the company to the customers; other functions (ordering
and payment) constitute a backward flow from customers to the
company. Still others (information, negotiation, finance and risk taking)
in both directions.
The project delves into the workings from the distribution aspect of
an FMCG organization, in detail. AMUL, being an FMCG company,
attaches a lot of significance to the distribution aspect of its business.
The distribution channel of AMUL holds a lot of potential in affecting the
demand or sales of AMUL products through delivery on time, delivery of
variety of products, the retailer- friendliness of the policies being set by
the distributors and equitable distribution of products to all the retail
outlets in a particular region, to name a few.
So, In order to plan retail coverage we map out the positions of Amul
outlets and other outlets. This project was carried out in Chuchura and
Hooghly city. For analyzing and presenting information that is tied to
geographical location, we divided the city in different segments. By
analyzing geographical representation and sales data with spatial
distribution Amul outlets, other outlets and the density of other retailer
in that area, we identify unexplored area and plan location outlets to
increase its market penetration. Using such research we can ascertain
the quality and depth of retail penetration in specific area.
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 Addition to this we carried out market improvement activity
through collection of individual retailers complains regarding product
and dealer, making them a feeling of belongingness to them.
 NEED OF STUDY:
Managers are always curious about the position of their company’s products in
the market which largely depend upon the company’s goodwill, and the
position of their brand. In order to maximize the profit through sales, company
must deliver outstanding satisfaction to the retailers, distributors & customers.
So market survey of retailers, chart out the position of the company as
compared to the competitors. It helps the organization to find out the brand
being sold most by the retailers along with their stocking and also consumer
buying preferences.

INDUSTRY & COMPANY

PROFILE:

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 Dr. Verghese Kurien (Former Chairman Of The GCMMF)
(The Father Of The White Revolution)

 INTRODUCTION & HISTORY OF THE

ORGANISATION:
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 in 1955.

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 The brand name Amul means “AMULYA”. This word derived form
the Sanskrit word “AMULYA” which means “PRICELESS”. A quality
control expert in Anand had suggested the brand name “AMUL”. 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. (The total sale is
Rs. 6 billion in 2005). Today Amul is a symbol of many things like of the
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 have a proven model
for dairy development (Generally known as “ANAND PATTERN”).

In the early 40’s, the main sources of earning for the farmers of
Kaira district were farming and selling of milk. That time there was high
demand for milk in Bombay. The main supplier of the milk was Polson
dairy limited, which was a privately owned company and held monopoly
over the supply of milk at Bombay from the Kaira district. This system
leads to exploitation of poor and illiterates’ farmers by the private
traders. The traders used to beside the prices of milk and the farmers
were forced to accept it without uttering a single word.

However, when the exploitation became intolerable, the farmers

were frustrated. They collectively appealed to Sardar Vallabhbhai Patel,
who was a leading activist in the freedom movement. Sardar Patel
advised the farmers to sell the milk on their own by establishing a co-
operative union, Instead of supplying milk to private traders. Sardar
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Patel sent the farmers to Shri Morarji Desai in order to gain his co-
operation and help. Shri Desai held a meeting at Samarkha village near
Anand, on 4th January 1946. He advised the farmers to form a society
for collection of the milk.

These village societies would collect the milk themselves and

would decide the prices at which they can sell the milk. The district
union was also form to collect the milk from such village co-operative
societies and to sell them. It was also resolved that the Government
should be asked to buy milk from the union.

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 However, the govt. did not seem to help farmers by any means. It
gave the negative response by turning down the demand for the milk.
To respond to this action of govt., the farmers of Kaira district went on a
milk strike. For 15 whole days not a single drop of milk was sold to the
traders. As a result the Bombay milk scheme was severely affected. The
milk commissioner of Bombay then visited Anand to assess the
situation. Having seemed the condition, he decided to fulfill the farmers
demand.
Thus their cooperative unions were forced at the village and
district level to collect and sell milk on a cooperative basis, without the
intervention of Government. Mr. Verghese Kurien showed main interest
in establishing union who was supported by Shri Tribhuvandas Patel who
lead the farmers in forming the Cooperative unions at the village level.
The Kaira district milk producers union was thus established in ANAND
and was registered formally on 14th December 1946. Since farmers sold
all the milk in Anand through a co-operative union, it was commonly
resolved to sell the milk under the brand name AMUL

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 At the initial stage only 250 liters of milk was collected every day.
But with the growing awareness of the benefits of the cooperativeness,
the collection of milk increased. Today Amul collect 11 lakhs liters of
milk every day. Since milk was a perishable commodity it becomes
difficult to preserve milk for a longer period. Besides when the milk was
to be collected from the far places, there was a fear of spoiling of milk.
To overcome this problem the union thought out to develop the chilling
unit at various junctions, which would collect the milk and could chill it,
so as to preserve it for a longer period. Thus, today Amul has more than
150 chilling centers in various villages. Milk is collected from almost
1073 societies.
With the financial help from UNICEF, assistance from the govt. of
New Zealand under the Colombo plan, of Rs. 50 millions for factory to
manufacture milk powder and butter was planned. Dr.Rajendra Prasad,

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the president of India laid the foundation on November 15, 1954. Shri
Pandit Jawaharlal Nehru, the prime minister of India declared it open at
Amul dairy on November 20, 1955.

 GCMMF OVERVIEW:
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.
Gujarat Cooperative Milk Marketing Federation Ltd (GCMMF) is the
largest Organization in FMCG industry engaged in marketing of milk &
milk products under the brand names of AMUL and SAGAR with an
annual turnover exceeding Rs 5000 crores.

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 GCMMF is a unique organization. It's a body created by Farmers,
managed by competent professionals serving a very competitive and
challenging consumer market. It is a true testimony of synergistic
national development through the practice of modern management
methods.

 VISION:
Amul’s vision is to provide more & more satisfaction to the
farmers, employees, their customers, distributors & retailers. GCMMF to
achieve the status of the top most marketing organization, with
specialization in marketing of dairy and food products both fresh and
long life with customer focus. GCMMF shall also create markets for its
products in neighboring countries.

 MISSION:

We at GCMMF endeavour to satisfy the taste & nutritional requirements

of the customer of the world through excellence in the marketing by
our committed team. Through co-operative networking, we are
committed to offering quality product that provides best value for
money.

 DISTRIBUTION NETWORK:

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 Most producers work with marketing intermediaries to bring their
products to market. The marketing intermediaries make up a marketing
channel also called distribution cannel. Distribution channels are sets of
interdependent organizations involved in the process of making a
product or service available for use or consumption.

The Head Office of GCMMF is located at Anand. The entire market

is divided in 5 zones. The zonal offices are located at Ahmedabad,
Mumbai, New Delhi, Chuchura and Hooghly and Chennai. Moreover
there are 49 Depots located across the country and GCMMF caters to 13
Export markets.

A zero level of channel also called a direct marketing channel

consists of a manufacturer selling directly to the final customers. A one
level channel; contains one selling intermediary such as retailer to the
final customers. A two level channel two intermediaries are typically
wholesaler and retailer. A three level channel are typically wholesaler,
retailer and jobber in between.

GCMMF has an excellent distribution. It is its distribution channel,

which has made it so popular. GCMMF’s products like milk and milk
products are perishable. It becomes that much important for them to
have a good distribution.

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  Distribution Chart

We can see from above figure that GCMMF distribution channel is

simple and clear. The products change hands for three times before it
reaches to the final consumer. First of all the products are stored at the
Agents end who are mere facilitators in the network. Then the products
are sold to wholesale dealers or distributors who then sell to retailers
and then the product finally reaches the consumers.

 AREAS OF OPERATION:

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 GCMMF (AMUL) has the largest distribution network for any FMCG
company. It has nearly 50 sales offices spread all over the country, more
than 3,000 wholesale dealers and more than 5,00,000 retailers. Besides
India, AMUL has entered overseas markets such as Mauritius, UAE, USA,
Bangladesh, Australia, China, Singapore, Hong Kong and a few South
African nations. Other potential markets being considered include Sri

Members: 13 district cooperative milk

producers' Union
No. of Producer Members: 2.79 million
No. of Village Societies: 13,328
Total Milk handling capacity: 11.22 million litres per day
Milk collection (Total - 2008-09): 3.05 billion litres
Milk collection (Daily Average 8.4 million litres
2008-09):
Milk Drying Capacity: 626 Mts. per day
Cattle feed manufacturing 3500 Mts per day
Capacity:

Lanka.

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 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

 SOME FACT:

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  Growth Trend of Amul…
• Annual Turnover Of Rs 6300 Crore (2006-09)

• Rs 10,000-crore mark over the next three years.

• Four decades to become Rs 4,000-crore entity But, the

turnover doubled to over Rs 6,300 crore within nine years
from 1999 to 2009

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PRODUCT CATEGORIES:

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  PRODUCT CATEGORIES:

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  PRODUCT CATEGORIES:
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  PRODUCT CATEGORIES:

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  PRODUCT CATEGORIES:

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  ACHIEVEMENT:
Amul: Asia’s largest dairy co-operative was created way back in1946 to
make the milk producer self-reliant and conduct milk- business with
pride. Amul has always been the trend setter in bringing and adapting
the most modern technology to door steps to rural farmers.

Amul created history in following areas:

2.8 million Milk producer member families.

13,759 village societies.
13 District Unions.
8.5 million liters of milk procured per day.
Rs. 150 million disbursed in cash daily.
GCMMF is the largest cooperative business of small producers with
an annual turnover of Rs. 53 billion.
The Govt. of India has honored Amul with the “Best of all
categories Rajiv Gandhi National Quality Award”.
Largest milk handling capacity in Asia.
Largest Cold Chain Network.
48 Sales offices, 3000 Wholesale Distributors, 5 lakh retail outlets.
Export to 37 countries worth Rs. 150 crores.
Winner of APEDA award for nine consecutive years.

 MASCOT:
Since 1967 Amul products' mascot has been the very recognizable
"Amul baby" (a chubby butter girl usually dressed in polka
dotted dress) showing up on hoardings and product wrappers with the
equally recognizable tagline Utterly Butterly Delicious Amul. The mascot
was first used for Amul butter. But in recent years in a second wave of
ad campaign for Amul products, she has also been used for other
product like ghee and milk.

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 OBJECTIVE OF THE
PROJECT:

To complete retail census of each WD

Mapping of WD’s territory on the basis of retail census (Daily)
To estimate product wise demand on the basis of sigma retailer
method.
To use this data for internal data preparation for SLDP of WD.
.

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 The Primary objective of study was to find size of Retail Census &
Demand Estimation of Amul Butter, Amul Lite, Amul choco,
Paneer, Ice Cream, Amuliya, Beverages, Delicious, Amul cheese,
Amul cheese Spread, Fresh cream, Amul Ghee, Sagar SMP, Mithai
Mate, Nutramul or UHT in areas of CHUCHURA & HOOGHLY. In the
study my intention was go through the retail Census to know about
demand & supply of Amul dairy Product & non dairy product The
secondary objective was to To estimate product wise demand on
the basis of sigma retailer method. My aim was to go through To
complete retail census of each WD Basically the study was for the
demand estimation of of Amul Butter, Amul Lite, Amul choco,
Paneer, Ice Cream, Amuliya, Beverages, Delicious, Amul cheese,
Amul cheese Spread, Fresh cream, Amul Ghee, Sagar SMP, Mithai
Mate, Nutramul or UHT

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RESEARCH METHODOLOGY:

The research was conducted from 27th July, to 15th September, 2010 .The research
include meetings with the retailers. It included preparation of the questionnaire to be
answered by above people for knowing the competitive position of AMUL in the market.
The views of the above parties were recorded in the research as per the questionnaire set by
me.

 RESEARCH INSTRUMENT:
The research instrument was the structured questionnaire

formulated for the respondents. There were also the area maps.

 METHOD OF SURVEY:

Personal Interview:

It is direct form of investigation, involving face-to-face

communication with free feedback information. It offers a sense of

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participation. It is more flexible form of data collection. Use of
unstructured, open-end questions is possible. Rate of refusal is low.
Depth interview is possible. Complex questions can be asked. The
interview can have questions to secure more information. Observation
approach can be combined to verify age, income, status, standard
information.

 AREA OF OPERATION:
The areas of operation were the research was done are as follows:

1. CHUCHURA
2. HOOGHLY

 HOW THE SURVEY CONDUCTED:

To approach the outlets with the following requirements in mind -

At Approach:

 What type of shop it is? (Hotels, Stationary, Kirana, Sweet shop,

Pan shop, Chemist, General Store, )

 Does it stock AMUL products?

 . Retailer’s Infrastructure

Secondary Level:

 Whether it deals with AMUL ?

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 Territory Level:

 Does he keep refrigerator, deep freezer, chocolate dispenser?

 How much he sells AMUL product in the market?

 Who frequency of service by AMUL dealer to your shop?

 Others:

Information of other brand’s.

 Analysis and Statistical Techniques Used:

Types of data analysis techniques used in the project:

Tabular analysis.
Graphical analysis.
Percentage analysis.

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 DATA PROCESSINNG
&
ANALYSIS

PENETRATE AREA OF AMUL:

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 RETAIL SHOPS KEEPING RETAIL SHOPS NOT
AMUL PRODUCT KEEPING AMUL PRODUCT
231 119

OBSERVATION:
We have collected a sample of 350 from Chuchura and Hooghly city.
And then we see that 231 Retail Shop have AMUL product and rest of
shop are not keeping AMUL product. From that we can realize that AMUL
has already capture a good market and the shops not keeping AMUL,
mainly because of lack of awareness regarding various AMUL product.
This later must be taken proper care, to capture that portion.

AREA COVERED BY AMUL DEALER:

RETAIL SHOPS RETAIL SHOPS NOT COVERED

COVERED BY AMUL BY AMUL DEALER
DEALER
120 230

OBSERVATION:

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After analyzing the total market, we can say that only 34% of total
market is captured by the AMUL dealer. Previously there are more
customers, but due to bad behavior of the dealer most of the big
customer are purchasing there goods from the main market, which
according to them are more available and cheap. And there is also some
shop where dealer did not give much importance, but want to keep
AMUL product.

RETAILER’S CATEGORY:

CATEGORIES
KIRANA 119
GENERAL STORE 90
PAN SHOP 70
BAKERY 9
CHEMIST 25
DEPARTMENTAL STORE 03
SWEET SHOP 27
ICE CREAM PARLOUR 03
OTHERS 05

OBSERVATION:

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By analyzing the total market we can realize that market has more
Kirana shop then any others. Then next portion is covered by General
Stores, and then by Pan Shop. And this three segment maximum
Amuliya , Amul spay, ghee are sold. Markets also constitute 3
Departmental Stores where maximum AMUL products are available.
Maximum Chemist did not have any AMUL product. And sweet shops
keep AMUL products. 3 Ice Cream Parlour are there where AMUL sales
graph are quite high.

SALES
CONTRIBUTION
(IN THOUSANDS) BY
DIFFERENT RETAIL
OUTLETS :
GENERAL STORES 353
KIRANA 348
PAN SHOP 67
DEPARTMENTAL STORE 50
ICE-CREAM PARLOUR 33
OTHERS 46

OBSERVATION:

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Maximum sales volume are coming from General Stores, then it shift to
Kirana Shop, actually from General Stores and Kirana Shop maximum
AMUL Diary product are available, and from that sales figure achieve its
highest position. After that maximum pan shop are keeping AMUL Diary
product, Wet and Beverages and that’s why it has taken 3rd position.
And there are only 3 Departmental Stores, & that’s why sales curve is
not so high. And Ice Cream Parlour and Restaurants are less in number,
and they are unable to get that quantity which they want to sale.

TOTAL RETAILER’S INFRASTRUCTURE IN

CHUCHURA AND HOOGHLY:
REFRIGERATED STORES REFRIGERATED STORES Total Stores
128 222 350

DEP FREEZERED STORES NON-DEP FREEZERED

STORES
37 313 350

CHOC. DISPENCERED NON-CHOC. DISPENCERED

STORES STORES
41 309 350

OBSERVATION:
This data shows that about 40% of stores in Chuchura and Hooghly are
refrigerated. While 60% of stores are non-refrigerated. , because
maximum market is captured by Kirana and General Stores type of
shops. Only 10.60% of stores in have Dep freezer while a 89.40% of
stores are not having any Dep freezer ,because there are very few ice
cream Parlour and maximum sweet shop are not keeping any Ice Cream.
11.70% of stores have Chocolate dispenser, while a 60% of stores are
not having any Chocolate dispenser, because Candyman, Dabur ,etc.
capture good market, and for keeping this product Dep freezer is not

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required, and those shop keeping AMUL, Cadbury, nestle chocolate are
keeping in less quantity.

NUMBER OF RETAILER’S
INFRASTRUCTURE KEEPING AMUL
PRODUCTS :
OUTLETS AMUL PRODUCTS AVAILABLE AMUL PRODUCTS NOT
AVAILABLE

REFRIGERATED STORES 68 60

DEP FREEZERED STORES 24 13

CHOC. DISPENCERED 35 06
STORES

OBSERVATION:
This data shows that about 53.90% of refrigerated stores have product
of other companies. Where sales figure is quite high. But there exists a
great gap of 46% stores which could be captured by AMUL, 65% of deep
freezer stores have AMUL products but there exists a great gap of 35%
stores which could be captured by AMUL. Actually Dep freezer is mainly
used for Ice Cream, and AMUL has lots of competitors in market. 85% of
chocolate dispenser stores have AMUL products but there exists a great
gap of 15% stores which could be captured by AMUL, where the
maximum market is captured by nestle and Cadbury.

FREQUENCY OF SERVICES BY AMUL

DEALER:
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FREQUENCY OF NUMBER
SERVICES
THRICE AWEEK 3
TWICE A WEEK 5
ONCE A WEEK 110
ONCE A FORTNIGHT 2

OBSERVATION:
Here we can see that AMUL dealer visit once a week in maximum shops,
because most of shops are Kirana and General Stores shop and he
deliver the product on the next day of taking order. And few shops are
there where he visit thrice and twice a week, because shop are keeping
more perishable product and sales figure is quite high. And only two
shops are there where he visits once a fore night, this section is
neglected by dealer because these shops are not so big. But they could
provide huge sales in future period.

AVG. MONTHLY SALE IN KG.’S OF AMUL

PRODUCTS:

AMUL PRODUCTS AVG. MONTHLY SALES

(in kgs.)
AMUL SPRAY 639.5
AMULIYA 1717
AMUL GHEE 17
MITHAI MATE 43

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 OBSERVATION:
Here we can see that maximum sales is for Amuliya , then Amul Spray.
Because there are lots of customer for Amuliya, and the city standard is
not so high. And sales of Mithai Mate are average, because it is there in
few shops only. And Amul Ghee is very low, because AMUL have lots of
big competitors.

AVG. MONTHLY SALES IN KG’S. OF AMUL

PRODUCTS:
AMUL PRODUCTS AVG. MONTHLY SALES
( in kg’s.)
SAGAR T&C WHITENER 6
NUTRAMUL 8
BEVERAGE 453
UHT 35

OBSERVATION:
Here we can say sales of AMUL Beverage are high, because it is kept in
General Stores, Pan Shop, Sweet Shop, Ice Cream Parlour, and in
Restaurant also. Very few shops are keeping Sagar, Nutramul, UHT,
because there are very good customers for this type of products.

AVG. MONTHLY SALES ( IN KG’S.) OF

AMUL DAIRY PRODUCTS:

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 OBSERVATION:

AMUL DAIRY PRODUCTS AVG. MONTHLY SALES( in

kg’s.)
AMUL BUTTER 325.5
AMUL LITE 57
DELICIOUS 21
AMUL CHEESE 15.5

Amul Butter market is very good and sales figure is very high. Because it
still rules the market, and stay in the monopoly position in the market.
Amul Lite is quite a good, because no other companies are there in that
market, and it is quite acceptable by the customers. Delicious and
Cheese sales is high, it can be much better if it is not concentrate in few
shops.

AVG. MONTHLY SALES (IN KG’S.) OF AMUL

DAIRY PRODUCT:

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 AMUL DAIRY AVG. MONTHLY SALES
PRODUCTS ( in kg’s.)
AMUL CHOCOLATE 73.5
FRESH CREAM 22
PANEER 139
ICE-CREAM 95

OBSERVATION:
Here we can see that sales figure of Paneer is quite a good, thou local
product has already captured the market, and it is only for the quality
for which it still rules the market. And Ice-Cream sales is not so good,
because here AMUL has lots of competitors (Kwality Walls, Rollick,
Mother’s, Kamal) , and Chocolate sales is not at all good, maximum of
market is captured by nestle and Cadbury because of there varieties,
availability, and product is also available on different prices. And Fresh
Cream has good sales because it has merely has any competitor, but it
sales can be improved if it availability in more, and customer must be
aware regarding this product.

WHETHER RETAILER IS OPERATION ANY

WINDOWS HIRING SCHEME:

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 RETAIL SHOPS NUMBER
POSSESS
WINDOWS HIRING
SCHEME
POSSESS 15
NOT POSSESS 335

OBSERVATION:
Here we see that very minimum retail stall possess window hiring
scheme, and those shop which have this scheme are quite happy with
there income. Actually there are very few big shops which can give huge
sales figure, that’s why companies are not interested in providing this
scheme.

DIVISION OF RETAIL SHOPS ACCORDING

TO AMUL PRODUCTS:

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DIVISION ACCORDING NUMBER OF RETAIL
TO AMUL PRODUCT SHOPS
DIARY 96
WET 44
ICE-CREAM 03
BEVERAGE/UHT 26

OBSERVATION:
Here we see that there is a huge demand for Diary product in the
market and that’s why most of shops are keeping this product. Wet
products have less market because there AMUL has huge competition.
And companies’ products are available in different prices. Beverages
have very good market because of its monopoly. And its demand in the
market is quite high. And UHT are having good market because of its
quality, and no other competitors.

MARKET PENETRATION OF AMUL

COMPANY IN DIARY WHITENER :

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 DAIRY WHITENER NUMBER OF RETAIL
COMPANIES SHOPS
AMUL 96
NESTLE 38
MADHUSUDAN 68
BRITANNIA 08

OBSERVATION:
Here we can see penetration power of AMUL as compared to other
competitors. Actually is popular for its Whitener (i.e; for Amul spray and
Amuliya). And it has good sales figure, can give good profit to the
retailers. Where local brand Madhusudan has also captured few areas,
for its low price. And Nestle is new in the market, is still not accepted by
customers.

MARKET PENETRATION OF AMUL IN

CHEESE MARKET :

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 CHEESE COMPANIES NUMBER OF
RETAIL SHOPS
AMUL 08
NESTLE 02
BRITANNIA 02

OBSERVATION:
Here we can realize the penetration power of AMUL in cheese market.
Actually cheese is available in small number if shops. But it demand is
very good, thou other companies product is also there.

MARKET PENETRATION OF AMUL IN

CHOCOLATE MARKET:
CHOCOLATE NUMBER OF
COMPANIES RETAIL SHOPS
AMUL 44
CADBURY 166
NESTLE 172

OBSERVATION:
Here we can see AMUL has good market, but competitors are more
powerful (especially Cadbury and Nestle). Actually other companies
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have varieties of product, at different price value. And they are readily
available, there dealers are much more active and helpful, and they also
provide Choc. Dispencer for promotion as well as to increase it sales.

MARKET PENETRATION OF AMUL IN GHEE:

GHEE COMPANIES NUMBER OF RETAIL
SHOPS
AMUL 06
MORTON 136
SASTI 52
BRITANNIA 02

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 OBSERVATION:
Here we can realize Amul Ghee still unable to capture the market,
because of strong competitors (especially Morton, Sasti). Competitors
are readily accepted by customers because of good quality and low
price.

MARKET PENETRATION OF AMUL IN MILK:

MILK COMPANIES NUMBER OF
RETAIL SHOPS
AMUL 16
METRO 20
MOTHER DIARY 22

OBSERVATION:
Here we can see AMUL has good royal customers, thou the price is high
then the competitors, still they accept it, because of they quality. But
here AMUL face neck to neck fight with its competitors, where already
capture more then 70% market, because of there availability and low
price.

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MARKET PENETRATION OF AMUL IN
PANEER:
PANEER COMPANIES NUMBER OF RETAIL
SHOPS
AMUL 18
BRITANNIA 02
OTHERS 46

OBSERVATION:
Here we can see penetration power of Amul Paneer as compared to
other competitors. Amul Paneer is actually of good quality, and it is old
in the market. Thou there is a threat from local brands, who supply
product at low price. But, only for the quality Amul Paneer still rules the
market.

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MARKET PENETRATION OF AMUL IN ICE-
CREAM:
ICE-CREAM NUMBER OF
COMPANIES RETAIL SHOPS
AMUL 05
KWALITY WALLS 16
ROLLICK 28
MOTHER’S 02

OBSERVATION:
Here we can see AMUL has good market, but maximum market is
captured by its competitors. Other companies product less costly and
there availability is more, thou AMUL is old in the market and good
brand name. But the competitors sales promotion proves more effective
than AMUL, which makes there sales high.

PENETRATION OF AMUL COLD-DRINKS

MARKET:

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 COLD DRINKS NUMBER OF RETAIL
STALLS
AMUL BEVERAGES 26
THUMSUP 128
LASSI 20

OBSERVATION:
Here AMUL has good market because of its different nature product. And
has ability to attract customer from different area. Due to its unique
nature it is more popular in the market, thou its competitors has good
market for there different products. AMUL makes good sales in soft
drinks market.

EXECUTIVE SUMMARY

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 The Project is concern with the Retail Census & Demand
Estimation of AMUL Product in Chuchura & Hooghly. The project included

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as part of MBA Programme and the project is done from 27th August to
15th September.

 TITLE:

THE RETAIL CENSUS & DEMAND ESTIMATION OF AMUL PRODUCTS IN

CHINSURAH & HOOGHLY.

 ORGANISATION:

“Gujarat Co-operative Milk Marketing Federation (GCMMF), Anand,

Gujarat”.

 OBJECTIVE:
To complete retail census of each WD
Mapping of WD’s territory on the basis of retail census (Daily)
To estimate product wise demand on the basis of sigma retailer
method.
To use this data for internal data preparation for SLDP of WD.

 RESEARCH METHODOLOGY:
I have collected the primary data through questionnaire which was
filled by retailers. The secondary data was collected from website:
www.amul.com.

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  SAMPLING PLAN:
Sample Size:

The sample size was as follows:

SR. NO. RESPONDENT TOTAL NUMBER

1. Retailers 350

 FINDINGS:
In CHUCHURA & HOOGHLY region there are around more players in of
Amul product exist. Those are like Amul Butter, Amul Lite, Amul choco,
Paneer, Ice Cream, Amuliya, Beverages, Delicious, Amul cheese, Amul
cheese Spread, Fresh cream, Amul Ghee, Sagar SMP, Mithai Mate,
Nutramul or UHT and many other local brands. Awareness of AMUL
DAIRY & NON DAIRY PRODUCT among the retailers is good but
acceptance is not up to the mark. The sale is totally depends on the
retailers.

 DATA ANALYSIS:
The data analysis has done area wise. It gives idea about the
competitors of AMUL . It gives information regarding their market share.

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 OBSERVATION & FINDINGS:

 Retailers:
➢ Almost retailers are interested for sale. But some of all retailers
are not interested in AMUL product selling. Because of low profit
margin.

➢ On questioning, why retailers are not interested in selling of AMUL

product, it is found they were not happy with margin, availability and
replacement of leak pouches.

➢ Retailers were selling different brands. Because they were able to

receive more margin from un- popularized brand that they could not
from well known brands.

➢ Retailers are ready to keep AMUL product but supply is not

adequate.

➢ Negligence to the Retailers by the Dealer. Behavior of the Dealer is

not acceptable.

➢ I found that customers were complaining about the packaging and

maintenance of AMUL product because AMUL dealer not having any
proper storing facility especially for Butter and delivery facility.

➢ Retailers also demand for the replacements for the damage due to
the spoilage of beverages and butter that they have to bear when the
AMUL product gets spoiled after the purchase.

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 LIMITATIONS:-
This report had to work under several constraints and limitations. Some
of the key limitations are:

➢ Retailers are feeling little disturb on facing questions, and they are
less co-operative.

➢ Out of the whole research and analysis, only major brands could be
highlighted, leaving aside the other non-popular brands.

➢ Some Retailers feel worried when question are asked, they are
feeling privacy problem.

➢ Some of the retailers were unable to respond in their busy

schedule.

➢ Retail shop are in disperse manner, it makes difficult in mapping

the area.

➢ Lots of time are wasted in communication, distance between office

and market is two and half hours.

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 CONCLUSION:
 The survey resulted into following
conclusions:

➢ In comparison to Diary and Non-Diary product, the other players

such Nestle, Cadbury, Britannia provide a better availability and
give competition to the hilt.

➢ People are mostly satisfied with the overall quality of AMUL

Product, but for the existence in the local market AMUL must use
aggressive selling techniques.

➢ People have believed in AMUL’S product and they will accept it also
if effective actions were taken.

➢ AMUL is now in a very advantage position.

➢ Competitors in different areas are :

Butter: Britannia, Nestle.

Cheese: Britannia.
Baby Food: Nestle , Heinz , Abbott, Johnson.
Diary Whitener Segment: Nestle, Britannia, Madhusudan.
Ice Cream: HUL, Rollick, Mother’s, kamal.
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 Sweet Condensed Milk: Nestle.
Cottage Cheese (Panner): Britannia.
Milk Additives: Cadbury, Horlicks, Complan, Boost, Bornvita,
Smithkline Beecham.
Flavoured Milk: Britannia, Nestle.

SUGGESTIONS &
RECOMMENDATION:
➢ The organization should provide a good profit margin to the
retailers in order to increase the sale.

➢ The organization should give importance to improve the packaging

system, & distribution system.

➢ Improve delivery schedule to provide products on time for the

retailers about who claimed that AMUL product is not available to
them on time.

➢ The organization has to be aware of consumer survey and get

feedback continuously.

➢ To motivate retailers and improve their satisfaction level, even

distributor also.

➢ Incentives & schemes should be given to the retailers.

➢ There are certain products like Amul basundi, gulab jamoon,

chocolates, which are not as popular as Amul Ice Cream. Amul
must try to understand the cause of this through thorough market
research and work on improving these products.

➢ A thought should be given to discontinue Amul Pizza.

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 ➢ A TV & Internet promotion can be thought off considering youth as
major target audience.

ANNEXURE:

 QUESTIONNAIRE:
Gujarat Co-Operative Milk Marketing Federation Limited

Retails Census Survey For Amul Products

(Put a round
Retailer's or colour
Location marker
(Segment) option)

Industri
Hill School
Railway College al
Airport Bus Station Station/Touri Highway Cantee
Station Canteen Cantee
st Place n
n

Amusement
MF Stores / BPO / Call Residential Market
Park/ Health HORECA Multiplexes
Malls Centres Area Area
Clubs

Retailer's
Category (Put a round or colour marker option)

A B C D E F

GENERAL ICE CREAM

KIRANA CHEMIST BAKERY PANSHOP
STORE PARLOUR

SWEET SUPER CO-OPERATIVE DEPARTMEN GIFT SHOP OTHERS

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 SHOP STORE STORE TAL STORE

G H I J K L

Retailer's Personel Details

SHOP NAME: CONTACT

____________________________________ NUMBERS

OWNER NAME & BIRTH DATE: E -MAIL ID

___________________________ _________________________

Name of Existing Beat/ Market in which retailer is falling:

_______________________________________________

1. RETAILER'S (Fill in the

INFRASTRUCTURE Blanks)

b. Visi _______________ Litres X

Cooler Nos. ____________

c. Deep _______________ Cubic Feet X

Freezer Nos. ____________

______________
d. Oven X Nos. ____________

e. Choc. ______________ Capacity

Dispencer X Nos ____________

2.FRONT SPACE
BRANDING:

A.Total Space Available for displaying GSB/Dealer Board

_________________________SQ Ft

B.Companies Names whose GSB/Dealer Board has been displayed

_________________________

C.Total space occupied by existing GSB/Dealer Board

_________________________SQ Ft

3.Windows Hiring
Scheme(WHS)

Whether Retailer is operating any WHS Yes/no (If Yes ,Tick here
& fill in the table below)

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 No Name of Size of Avg. Rate(RS/Sq-Ft) Remark
Company Window(SQ-FT)

SALES:

Monthly Overall Sales Turnover ________________________

(Rs. Thousand)

(All Companies together)

(If Yes Click

DEALING With Amul ? Yes/No Here)

Per Month Turnover from Amul

_______________________(Rs. Thousand)

Dairy Product____________________Ice Liquid

Cream____________________________ Milk_______________________

FREQUENCY OF SERVICE BY AMUL DEALER

PRODUCTS DAIRY WET ICE-CREAM BEVERAGE/UHT

Thrice a Week a a a a

Twice a Week b b b b

Once a Week c c c c

Once a Fortnight d d d d

Once a Month e e e e

Avg. Monthly Sale In Avg. Monthly

DAIRY PRODUCTS Product
KGs Sale In KGs

AMUL BUTTER AMUL SPRAY

AMUL LITE AMULYA

DELICIOUS AMUL GHEE

AMUL CHEESE SAGAR SMP

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AMUL CHEESE SPREAD MITHAI MATE

AMUL CHOCOLATE SAGAR T & C WHITENER

AMUL SHRIKHAND NUTRAMUL

FRESH CREAM BEVERAGES

PANEER UHT

ICE-CREAM (in Litres) PIZZA (No. of Pcs .)

INFORMATION FOR OTHER BRANDS (Please mention Name)

CATEGORY A B C D E F

BABYFOOD

DAIRY WHITTENER

BUTTER

CHEESE

CHOCOLATE

CONDENSED MILK

GHEE

SKIM MILK POWDER

MARGARINE

SHRIKHAND

WHOLE MILK POWDER

UHT MILK

FLAVOURED MILK

LASSEE

PANEER

ICE-CREAM

CONFECTIONERY

SOFT DRINK

PACKED SUGAR

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 PACKED DAL

BISCUIT

ATTA (WHEAT FLOUR)

MILK ADDITIVES

MINERAL WATER

SALT

OTHERS

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