A Report on Academic Project

8/8/2019 A Report on Academic Project

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A Report on academic project

titled

Demand Estimation for Paneer in Chennai Region

Submitted to

Mr. Apurva Suryadeo,

Branch Manager, GCMMF Ltd,Chennai.

Written by

M.Samuel,

MBA Student,

Mepco Schlenk Engineering College,

Sivakasi.



Objective of the Study:

To estimate the demand for ‘Paneer’ in Chennai Region

Executive Summary of the Report:

Sampling Details:

Data was collected from 121 outlets in 38 different areas of Chennai. Data collection wasdone from 12th July to 6th August 2010.

A questionnaire was designed to collect the data from the retail outlets, which is also

attached at the end of this report.Outlets were classified into A, B and C based on the size and sophistication of the outlet.

Total number of Sample outlets: 121

Class A outlets: 55

Class B outlets: 32

Class C outlets: 34



Classification of Samples – Outlet wise

Class A 55

Reliance Fresh 15

Nilgiris 10

Spencers 8

Heritage fresh 4More 3

Fish N Fresh 3

Grace 2

Individual Outlets 10

Class B 32

Grace 4

More 2

Yesesi 2

Margin free 2Individual outlets 22

Class C (All are individual outlets) 34

Total outlets 121

Importance was given to collect the data from Retail Chains like Reliance Fresh, Nilgiris,

Spencers, More and Grace.

Classification of Sample on the basis of Type of the outlet

Type Of Outlet Frequency Percent

Mini Market Chain 55 45.5%

Stand Alone supermarkets 35 28.9%

Grocery Shops 18 14.9%

Convenience Shops 13 10.7%

Total 121 100%

Area wise Sample list – Covering full Chennai City



S.N

o

Area Class

A

Class

B

Class

C

No of

Outlets



1 Adambakkam 0 1 1 2

2 Adyar 2 1 1 4

3 Alwarthirunagar

1 0 1 2

4 Ambattur 1 2 0 3

5 Aminjikarai 0 2 0 2

6 Anna nagar 5 1 2 87 Arumbakkam 2 0 3 5

8 Ashok nagar 3 3 2 8

9 Aynavaram 2 0 0 2

10 Besant nagar 2 1 0 3

11 Kilpauk 1 0 1 2

12 KK nagar 1 2 0 3

13 Kodambakkam 1 2 0 3

14 Madipakkam 1 0 0 1

15 Mandaveli 0 0 1 1

16 Medavakkam 1 0 1 2

17 Mugappair 3 3 1 7

18 Nanganallur 2 0 0 2

19 Nungambakkam

1 1 1 3

20 Pallikaranai 1 1 0 2

21 Perambur 1 0 0 1

22 Poonamalle 1 1 1 3

23 Porur 2 1 0 3

24 Purasaiwalkam

1 0 0 1

25 Puzhithivakkam 1 0 0 1

26 Royapettah 2 0 0 2

27 Royapuram 1 0 0 1

28 Saligramam 0 1 2 3

29 T.Nagar 2 1 2 5

30 Tambaram 1 0 0 1

31 Tambaram(East)

1 1 3 5

32 Thiruvanmiyur 0 0 3 3

33 Vadapalani 2 0 1 3

34 Valasaravakkam

2 1 2 5

35 Velacherry 3 3 1 7

36 Vepery 1 1 0 2

37 Villivakkam 2 0 0 2

38 Virugambakkam

2 2 4 8

Total 55 32 34 121



Brands of Paneer Available in Outlets

Brands Class A

Class

B

Class

C

Total

(out of 121)

Milky Mist 36 16 19 71

Tofu 41 2 0 43

Amul 28 3 6 37

MilkyFresh 24 3 1 28

Heritage 16 4 3 23

Hatsun 7 2 11 20

White gold 3 8 0 11

Nilgiris 9 0 0 9

Milkberry 0 4 1 5

Aavin 1 1 0 2

MistyMagic 0 1 1 2

Milky Milch 2 0 0 2Snowmist 0 1 0 1

Amoha 0 0 1 1

White mist 0 0 1 1

Availability of brands of Paneer in Outlets

Milky Mist

28%

Tofu

17%

Amul

14%

Milky Fresh

11%

Heritage

9%

Hatsun

8%

White gold

4%

Nilgiris

4%

Milkberry

2%

Aavin

1%

Milky Milch

1%

Milky Mist Brand of Paneer is available in 28% of the shops regardless of the Class.

Amul is at 3rd position with 17% in terms of Market availability.



Number of Brands in each Outlet

Number of Brands Frequency Percent

1 52 43.0

2 23 19.0

3 24 19.8

4 19 15.7

5 3 2.5

Total 121 100.0

Out of 121 Shops 52 (43%) has at least one brand, 19% of shops has 2 brands and 20% of

the shops has 3 brands of Paneer.So, 38% of the outlets in Chennai has 3 or more than 3 brands of Paneer.

Frequency of Ordering by the Outlets:

Class * Order Frquency Cross tabulation

Order Frquency

TotalDaily

Weekly

Thrice

Weekly

twice

Weekly

once

Class A 6 15 11 23 55

B 7 11 5 9 32

C 2 5 4 23 34

Total 15 31 20 55 121

The table shows that 45% of the Outlets order for Paneer weekly once or less frequently

than that.

12 % of shops order daily, 25 % of the shops order once in two days and 16% of the

shops order once in three days.



Demand For Paneer in Class A Outlets

Class A Outlets

No of

Outlets

Minimum

(Kg)

Maximum

(Kg) Mean (Kg) Sum (Kg)

Average Sale of

Paneer / Day

55 0 20 4.56 251

Average Sale of

Amul Paneer / Day

24 0 3 1.38 33

Average Sale of

Tofu Paneer / Day

40 0 4 1.58 63

Class A Outlets sell 4.56 Kg of Paneer in a day on an average. ( Reliance Fresh, Nilgiris,Spencers, Heritage Fresh and other First class outlets).

Tofu Paneer from Zen foods has the maximum market share of 25% in Class A Outlets.

Amul Paneer has a share of 13% in Class A Outlets.

Each Class A Outlet has at least 3 different brands of Paneer.

Demand For Paneer in Class B Outlets

Class B

No of

Outlets

Minimum

(Kg)

Maximum

(Kg) Sum (Kg) Mean (Kg)

Average Sale of

Paneer / Day

32 0 18 95 2.97

Average Sale of

Amul Paneer / Day

3 0 2 4 1.33

Average Sale of

Milky Mist Paneer /

Day

18 0 10 37 2.06

Class B Outlets sell 2.97 Kg of Paneer in a day on an average.

Milky Mist has the maximum market share of 38% in the B Class outlets.

Amul has a share of 4% in the B Class outlets.



Demand For Paneer in Class C Outlets

Class C Outlets

No of

Outlets

Minimum

(Kg)

Maximum


Average Sale of

Paneer / Day

34 0 3 38 1.12

Average Sale of

Amul Paneer / Day

2 0 1 2 1.00

Average Sale of

Milky Mist Paneer /

Day

19 0 3 21 1.11

Class C Outlets sell 1.12 Kg of Paneer in a day on an average. (Approximated value)

Milky Mist has the maximum market share of 55% in Class C Outlets.

Amul Paneer has 5% of Share in Class C Outlets.

Overall Demand for Paneer

Overall Statistics

No of

Outlets

Minimum

(Kg)

Maximum


Average Sale Per Day 121 0 20 384 3.17

Quantity of Amul Paneer

sold / Day

29 0 3 39 1.34

Quantity of Milkymist

Paneer sold / Day

73 0 10 126 1.73

3.!7 Kg of Paneer is demanded by the Outlets of Chennai region.

Documents

A Report on Academic Project