SUMMER PROJECT REPORT

MARKET ANALYSIS OF AMUL PREMIUM DAHI IN ANDHERI

EAST

Prepared for the partial fulfillment of the requirement for the award of

POST GRADUATE DIPLOMA IN MANAGEMENT ( AICTE Approved)

Submitted By:
Name : JAGDISH PURANCHANDRA PANDA

Roll No. & Year : 19 & 2018-2020

Under the guidance of

Dr. G.Ramesh

SFIMAR

St Francis Institute Of Management And Research, Mt. Poinsur,

S.V.P Road, Borivali (W) Mumbai.

Batch- 2018-2020

Page 1 of 38
Note: ( The below mentioned format of Company Certificate is provided in case company asks for the
format of the certificate/company doesn’t have its own certificate format else company can issue the
certificate in their own format)

Company Certificate
Company Logo/
Address

Date:

TO WHOMSOEVER IT MAY CONCERN

This is to certify that (Student Name) has successfully completed his/her Summer project on “Project
Title” for a period of __________ months. i.e. from ______ to ______ 2019.

During this period, we found him/her sincere, honest & hardworking.

Page 2 of 38
We wish him/her all the best for further assignments.

For (Company Name)

Signing Authority
Name
Designation
Department

Declaration

I, __________________ student of St Francis Institute of Management and Research, hereby declare

that this report is my original and authentic work and to the best of my knowledge and understanding,

there is no plagiarism or dishonest means involved. Any reference made from secondary data and other

resources have been duly acknowledged. I also declare that if found otherwise, my report will render

itself null and void.

Signature of the Student

Name :

Page 3 of 38
Couse & Specialization :

Roll Number :

Page 4 of 38
INDEX:

SR.NO PARTICULARS PAGE. NOS

1 Executive Summary  6

2 Introduction of the company profile  7-8

3 Industry overview  9-10

4 Problem statement  10

5 Need for the study, objectives of the study,  11

Research area

6 Product description  12-13

7 Research Methodology  14

8 Literature Review 15-16

9 Process Mapping 17-18

10 Gap Analysis, Competitor Analysis 19

11 Activity
20-22
12 Analysis of data and results 23-32

13 Findings and Interpretations 33

14 Future scope 33

15 Recommendations & Limitation 34

16 Conclusion 34

17 Bibliography, References,etc. 35

18 Appendix 36-38

Page 5 of 38
EXECUTIVE SUMMARY:

The objective of the distribution of Amul was to give profit and equal returns to the huge number
of farmers. The member farmers own the complete network of cooperatives. The success of the
distribution network depends upon high volumes of milk collected. The price of procurement set
by Unions are one of the determinants when supplying the milk. The outbound logistics of Amul
helps in coordinating with the distributors to ensure timely delivery of supply of milk. The
collection logistics and service support are being coordinated by the Unions. The marketing work
is done by GCMMF including the branding. The other logistics and distribution is done by third
party logistics. These include collection and distribution of milk and dairy products, sale of
products through retail stores. The third party logistics providers are not professionally well
qualified in delivery. So, GCMMF has developed certain protocols to control quality timely
delivery of milk supply. Milk procurement begins at developing and servicing of milk collection
from village societies for transportation to the cold storages resolving problems of farmers and
societies by removing the middleman. The physical delivery of Amul milk products is managed
by marketing minds of Amul. GCMMF provides umbrella marketing of Amul milk products.
GCMMF distributes the milk through third party distribution points that are managed by the
distributors independent to Amul. GCMMF procures from multiple plants which procure milk
from village societies. GCMMF sales manager does these process. Retailing of Amul products
takes place through FMCG retailing network where small retailers are getting distributed milk. It
then gets distributed to the home vendors where milk is being distributed
To increase the sales of the amul fresh products such as amul buffalo milk, premium dahi and
frozen paneer which are very less known to the consumers, an appropriate promotional policies
has to be implemented so that it can create right kind of awareness among customers about new
fresh products. The sales promotion provides extra benefits to sales force, distributors and
ultimately consumers. The sales promotional activities include:
 Umbrella marketing: providing free samples of buffalo milk,
premium dahi and frozen paneer to the consumers through
retailers and distributors.
 Brand advertisement through vehicle and wall painting.
 Supplying posters and flex boards, bags organised by amul to the
retailers.
 Hoardings: sponsorships to supermarkets, grocery shops.
 Cold chain: Door to door campaigns.
 Billboards
 Print advertising, Broucher

Page 6 of 38
INTRODUCTION ABOUT THE COMPANY AND THE DEPARTMENT

AMUL

Amul is a dairy company have its headquarters in Anand, Gujarat. It was established in the year
1948, which was earlier known as Gujarat co-operative milk marketing federation(GCMMF).

Amul started white revolution in 1946, under Tribhuvandas Patel directed by Sardar Patel.
Earlier KDMUL(kaira district milk union limited) was born in 1946 under the chairmanship of
Mr. Patel.

Dr. Varghese Kurien has spearheaded the white revolution and has been in marketing Amul. The
then Prime minister of India Lal bahadur shastri decided to implement same policies under
National Dairy Development Policy. The dairy was owned by the famers, their elected
representatives manages the district union. In order to manage the business they employ
professionals.

Amul has helped India to become largest milk producer of the world. More than 17 million milk
producers pour in more than 1,86,000 dairy co operative societies.
Page 7 of 38
The milk is processed in more than 200 district co-operative milk unions and marketed by 29
state marketing federations.

Our Vision

Amul’s vision is to provide more and more satisfaction to the farmers, employees and
distributors.

Our Mission

We at GCMMF (Gujarat Co-operative milk Marketing Federation) endeavor to satisfy the taste
and nutritional requirements of the customers of the world, through excellence in marketing by
our committed team. Through co-operative networking, we are committed to offering quality
products that provide best value for money.”

OPPURTUNITY FOR DEVELOPMENT

The opportunity for development includes questionnaire as a feedback from retailers as to why
Amul fresh products are not being purchased by the consumers. Their fresh products market
penetration is low especially premium dahi and to formulate a proper report which could be
presented to the Amul management board.

INDUSTRY OVERVIEW:

Page 8 of 38
FMCG industry is one of the top 5 sectors in Indian economy with household care accounts to
more than 50 percent of FMCG sales in all over India. The urban population accounts to more
than 55 percent of the sales in terms of revenue share. It is the largest contribution to the FMCG
sector in India.

The FMCG market has been grown at a faster pace in rural India comparatively to the Urban
one. Semi- urban and rural segments accounts to about more than 50 percent of total rural
spending.The Retail market is estimated to reach more than US 1.2 trillion $ in 2020 from US
840 billion $ in 2017-2018. The estimation of growth vary from 20-24 % annualy. Revenues in
FMCG sector has crossed more than Rs. 3 lakh crore in FY18 and are estimated to reach US
$102 billion in 2020. The sector witnessed growth of about 17% in value terms between July-
september 2018.

Page 9 of 38
Problem statement

Amul taaza is one of the best selling products available in most retail shops in Andheri east. But
we have also found out that premium products such as premium dahi are not being purchased by
the consumers. A careful study and analysis is to made regarding the problem mentioned above.
The factors that are causing it to sell less.

NEED FOR THE STUDY

 To understand the consumer perception towards Amul premium dahi in Andheri east.

Page 10 of 38
  To study market penetration of new Amul fresh products such as premium dahi. To
suggest any measures/ recommendations based on observations made during the project
report made to the company.

OBJECTIVES OF THE STUDY

 To study the consumer perception towards Amul premium dahi in Andheri east.

 To study the sales of fresh products such as premium dahiin Andheri east.

RESEARCH AREA:

 Market penetration strategy of new Amul fresh products like premium dahi, in Andheri
east.

PRODUCT DESCRIPTION:

Page 11 of 38
A delicious sweet in itself, dahi is flourishing united of india’s favorite facet dishes.
Probiotic in nature, curd owns a outstanding quota of healthful worth. Amul premium dahi
is entirely natural, with no preservatives, artificial color or flavour. Bring the goodness of
varied nutrients during this heaven of a milk product and keep yourself hale and hearty.
Curd is tasty and delicious. It helps in up your digestion. This curd is loaded with vitamins
and helps to keep up a healthy hydrogen ion concentration balance in your body.
It is accustomed build a range of dishes like kadhi pakora, aloo tikki chaat, dahi bada, lassi
etc

Benefits: Best in Quality. Delicious taste. To enjoy healthy option. To bring the goodness of
nutrients in the heaven of milk products and to keep healthy, hale and hearty.

Page 12 of 38
Storage Type
Type Ambient

Storage & Care

Type Cup.

Storage Stored Refrigerated At 8°C. Under Hygienic Condition.

Product Specifications:

Pack Size 400 gms.

Product Dimensions 400 gms.

Box Contents 1 Piece Premium Dahi

DEVELOPMENT PLAN:

We as a team has done BTL activity such as banners and POD’ s and stickers as an awareness
for the consumers

RESEARCH METHODOLOGY:

Research type: Sequential exploratory study/ Mixed method study

Page 13 of 38
Relevance: The relevance of this study is to know the market penetration of amul fresh products
such as amul premium dahi to the end consumers.

Respondent details: Retailers, consumers( Andheri east).

Sample size: Retailers(30), Consumers(100)

Sampling Technique: convenience sampling.

Statistical tools to be used:

1. Questionnaire( pilot testing)
2. Excel

Tests to be performed:
1. Chi square test
2. Hypothesis

HYPOTHESIS:
H0: Theconsumer preference of Amul premium dahi is independent on Quality.
H1:The consumer preference of Amul premium dahi is dependent on Quality.

LITERATURE REVIEW:
The current milk process mapping in India is from milk producers to milk collection agents. It is
then sent to the milk chilling stations and are transported in bulk to the processing plants, and
then send to the sales and finally to the customer. In developing nations milk is being produced
by small households and milk productions contributes to livelihoods, food nutrition

Page 14 of 38
Milk provides comparatively fast returns for small-scale producers and is a crucial supply of
money financial gain. this is often a study the present selling practices adopted by the union
in Tamil nadu and their methods for developing the
dairy trade and additionally guarantee availableness of quality milk and milk product to
the shoppers at affordable rates.(ref: Diary industries and its development in Tamil
nadu:Dr. B. Saranya, Mohanapriya D)

David Christopher et al (2010)in his study explained “ A cross sectional analysis of U.S
yogurt demand” found that as a product yogurt has a certain factors such as price and income
and factors affecting consumption. As per the analysis certain quantified demographic
characteristics such as marriage, presence of children, female head of household employment to
have certain impacts on demand of yogurt products consumed at home with only presence of
child in household. The female head of household, children, presence of child in home being
present in yogurt products. Income and prices are the driving forces in yogurt consumption.

Kore K. B Pattanaik A. K sharma K and Mirajkar P P (2012), Effect of feeding

traditionally prepared fermented milk Dahi as a probiotics on nutritional status, hindgut
health and haematology in dogsexplained regardinghard milk merchandisearea unit milk
substrates that area unitready by mistreatment edible microorganisms thatchange the
carbohydrates, proteins and fats to nontoxic merchandise with flavours, aromas and textures
pleasant to the customers it will be yoghourt, Kefir, Kumiss, Acidophilus milk, Bulgarian milk,
Leben, Dahi and Lassi. Dahi,curd is thought of the oldest Indian hard milk product and is
equivalent to western yoghurtthat is edible, refreshing, and has characteristic styleliked by the
individuals of all age bracket The scale of production ranges from home level to industrial scale
as well as preparation by halwai’s milk retailers in geographic region. currently a days use of
hard foods as well as probiotics in varied forms containing selection of microorganisms is
increasing in human and veterinary medication. Hence, this study tried to validate effectuality of
home dahi/curd as a probiotics in canine model.

Indian Chilikacurd – A potential dairy product for Geographical Indication registration

(Dhiraj Kumar Nanda, Rameshwar Singh, S K Tomar, S K Dash, Jayakumar S,Dilip K
Arora, Reeti Chaudhary & Dinesh Kumar)
Curd/Dahiis thought of as the oldest Indian fermented dairy farm product, that is connected to our
mythology with lord Krishna and has been used as a regular item of our diet from ancient time, curd is
beencounseled for treatment of variedunwellness in Ayurveda and have conjointly been scientifically
verified for control of symptom 6,17. It is counseled that regular use of curd canscale back a variety of
episodes of symptom6. Chilika curd are oftenpromptin concert of the best example that is ready by a
ancient
process associate degreed has an increasedtime period.

Page 15 of 38
Factors influencing purchase intension towards cup yogurt(Taweesak
Amarukachoke)This analysis intends to research and establish factors has positive
influenceupon purchase intention towards cup food. The objectives of the studies area
unit tounderstand cup food client behavior also as examine
factors touchingpurchase import towards cup food. it's a quantitative
study exploitation online selfadministered form that is haphazardly distributed via Facebook
and E-mail.The sample size is 402 respondents World Health Organization sleep in national
capital, often consume cupyogurt (Key brands: Dutchie, Dutchie Bio, Meiji, Meiji Balkan
nation, Meiji and andActivia) in past one month.

PROCESS MAPPING:

PROCESS MAPPING OF AMUL PREMIUM DAHI

Page 16 of 38
 Farmers

Village cooperative Village cooperative Local Milk sold to local

societies(with societies(without restaurants/other and village
chilling units) chilling units) milk related restaurants
businesses

Network services Chilling plants

Milk processing Union and
 Veterinary Warehouses
services
 Animal
husbandry
 Animal feed
GCMMF Warehouses
factory
 Milk can
producers
 Agriculture
university
Wholesalers/C & S
 Rural
management
institute
 Trucking
facilities Retailers Home delivery
contractors

Consumers

MODIFIED PROCESS MAPPING OF AMUL PREMIUM DAHI

Page 17 of 38
 Farmers

Village cooperative Village cooperative Local Milk sold to local

societies(with societies(without restaurants/other milk and village
chilling units) chilling units) related businesses restaurants

Network services Chilling plants

Milk processing Union and
 Veterinary Warehouses
services
 Animal
Marketing Department
husbandry
 Animal feed
GCMMF Warehouses
factory
 Milk can
producers
 Agriculture
university
Wholesalers/Distributors
 Rural
management
institute
 Trucking
facilities Retailers Home delivery Sales
contractors executive

Consumers

COMPETITORS ANALYSIS:

BRAND NAME QUANTITY PRICE(INR)

Amul premium dahi 400gm 50

Nestle A+ nourish dahi 400gm 55

Page 18 of 38
 Danone Mishti doi 400gm 55

Britannia daily fresh dahi 400 gm 65

Mother dairy ultimate dahi 400 gm 50

Govardhan rich n thick dahi 400 gm 60

Chitale dahi 400 gm 50

It is found from the above above competitors price of 400gms cup that Britannia fresh dahi
comprised of high price variant as compared to other competitors. We also found out of the data
analysis that consumers prefer more due to their higher brand recall in the minds of the
consumer.
In order to counter this, Amul has to adopt high brand recall in premium dahi segment.

ACTIVITY:

We as a group performed Umbrella activityon 1st June 2019 on “world milk day” where we
distributed free samples of lassie and dahi for free in the area of Andheri east.

Page 19 of 38
Page 20 of 38
Page 21 of 38
Page 22 of 38
QUESTIONNAIRE:

RETAILERS:

 As we can observe that 100% of the retailers sell Amul products in their shops.

 As we can observe, 90% of the retail shops has Amul milk for sale, 96.7% of Amul dahi
for sale, 76.7% of Amul buttermilk for sale.
Page 23 of 38
 As we can see in Andheri east, the maximum distributorship of Amul fresh products
comes from Bismillah dairy and sanket milk distributors which comprises of 26.7%.

 As per the responses of the retailers, 90% of the retailers buy 1 crate of premium dahi.

Page 24 of 38
 In the above survey, we can observe that retailers keep maximum dahi products of
govardhan (86.7%) followed by Britannia(66.7%), prabhat(63.3%) and mother
dairy(56.7%).

 As we can observe from the above pie chart a maximum of 10% as a margin on premium
dahi.

Page 25 of 38
 As per the survey, Govardhan and Britannia contributes to more profit among the retailers
in andheri east(30%).

 As per the survey, Britannia contributes to maximum sales as consumer prefer more
(33.33%).

Page 26 of 38
 As per the survey, 100% of the retailers had received the promotional price or discount
from Amul.

 As we can observe from the chart, the major issue in Amul premium dahi is that not being
replaced(50%) followed by less margin(26.7%).

Page 27 of 38
 As per the above chart, we can observe that retailers buy mostly on weekly as there is less
amount of sales(63.3%).

 From the above chart, retailers require promotional activities(93.3%) from Amul side to
aggressively penetrate the market

Page 28 of 38
CONSUMERS:

Page 29 of 38
Page 30 of 38
Page 31 of 38
Page 32 of 38
Findings & Interpretations: From the above data analysis and findings, we can observe
on retailers side: consumers prefer Britannia cup dahi (33.33%) than amul premium dahi(10%).
The reason is found out while having an in depth interview to the customers where we have
found out that maximum amount to surveys pertaining to OK which says that the quality of the
dahi is not upto mark as the product is new. We have also found out bad quality of samples at
various outlets. Thus while applying chi-square method for analysis we can say that

At 5% level of significance the consumer preference of Amul premium dahi is dependent of

quality where the value of χ2= 0.434342

Thus, null hypothesis is rejected and alternate hypothesis is accepted.

Implementation details :We have implemented marketing activities such as posters and
Amul stickers. We also personally guided customers regarding the benefits to the customers on
the retailers shop. The marketing implementation was effective but there was lot of challenges in
reaching customers.

Future scope:
This study will help in :
 Knowing the current market scenario of amul premium dahi in Andheri east.
 Marketing activities that have done in past to achieve customer reach.
 Developing new strategies for future new products.

Page 33 of 38
Limitations: Following are the limitations:

1. Time constraint(6am-12pm).
2. Location constraint(only Andheri east)
3. Sample size is limited as the study couldn’t capture the entire population of location.
4. Less reach in slum areas.

Recommendations and conclusions:A separate marketing team must be made as

mentioned in the modified process mapping model. It clearly defines the marketing team as a
separate with a sales executive per distributor. However, it will add an extra cost which is
minimal. The sales executive along with the distributor will raise maximum awareness and will
help in penetrating the market of Amul fresh products. Aggressive marketing approach and
umbrella activities has to be done on a regular basis for getting market share of Amul premium
dahi.

Page 34 of 38
Bibliography:
Boehm, W. T. and E. M. Babb. 1975. “Household Consumption of Perishable Manufactured Dairy
Products: Frozen Desserts and Specialty Products.” Station Bulletin 105. Agricultural Experiment
Station, Purdue University.

Giacomo, M. D. 2008. “GMM Estimation of a Structural Demand Model for Yogurt and the
Effects of the Introduction of New Brands.”Empirical Economics 34(3):537–565.

Kepner, K. W., R. D. Knutson, and J. P. Nichols. 1978. “Yogurt, Frozen Yogurt (Soft Serve), Hard
Frozen Yogurt.” Washington, DC: American Cultured Dairy Products Institute.

United Dairy Industry Association (UDIA). No date. “The Household Yogurt Market, April
1972−March 1973.” Marketing and Economic Research Division. Rosemont, IL.

Dr. Ghosh Dilip (2009), Insights on Indian market.

(www.nutriconnect.com.au/docs/InsightsonIndianmarket.pdf)

Gupta Pankaj and Bhattacharya Angshuman (2010) in Dairy processing: En route another
white revolution (www.tsmg.com/download/article/Enroute_another_white_revolution.pdf)

Olhan Ramphul (2013), Efficiency and Total Factor Productivity Growth in Indian Dairy
Sector. (http://ageconsearch.umn.edu/bitstream/155486/2/3_oman.pdf)

(http://www.amul.com)

Nanda Dhiraj Kumar, singh Rameshwar, Tomar S.K., Dash S.K., S Jayakumar, Arora dilip k.
Chaudhary Reeti and Kumar dinesh (2013) Indian chilika curd- A potential dairy product for
geographical indication registration. Indian Journal of Traditional Knowledge, Vol. 12(4), October
2013, pp. 707-713.
Factors influencing purchase intension towards cup yogurt(Taweesak Amarukachoke )
http://dspace.bu.ac.th/bitstream/123456789/1749/1/taweesak.amar.pdf

APPENDIX:
Page 35 of 38
1. Do you sell Amul products?

Options: a. Yes b. No

2. Which product of Amul fresh products do you keep?

Options: a. Amul milk b. Amul dahi c. Amul buttermilk d. Amul lassie

3. What is your distributor’s name?

Options: a. RHS dist. b. bismillah dairy c. dhanlaxmi dist. d. sanket milk distributors
e. shreeji trading

4. How much crate of premium dahi do you buy?

Options: a. 1 b. 2 c. 3

5. What are the other competitors dahi products that you keep?

Options: a. Mother dairy

b. Prabhat

c. Govardhan

d. Britannia

e. Nestle

f. Chitale

g. danone h. Others

Page 36 of 38
6. What margins that you get from premium dahi?

Options: a. 10% of MRP b. 20% of MRP c. 30% of MRP

7. Which brand of dahi does does get more profit?

Options: a. Amul premium dahi

b. Mother dairy

c. Prabhat

d. Govardhan

e. Britannia

f. Nestle

g. Chitale

h. danone

8. Which brand of premium dahi does consumer prefer more?

Options: a. Amul premium dahi

b. Mother dairy

c. Prabhat

d. Govardhan

e. Britannia

f. Nestle g. Chitale h. Danone

9. Do you receive any promotional price or discount from Amul?

Options: a. Yes b. No

Page 37 of 38
10. Any issues in Amul premium dahi?

Options: a. Not replaced

b. Bad quality

c. Less margin

d. Product delivery issue

e. Packaging issue

f. Others

11. How frequently do you purchase Amul premium dahi from distributors?

Options: a. Daily b. Alternate days c. Weekly

12. Do you need any promotional activities from our (AMUL) side to do at your place?

Options: a. Yes b. No c. May be

Page 38 of 38