Estimation Market Size of Bakery & Sweets Product of Amul (by Himansu Rathod_9998146685)

7/31/2019 Estimation Market Size of Bakery & Sweets Product of Amul (by Himansu Rathod_9998146685)

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AMUL

2011-2012

Estimation Market Size Of

Bakery & Sweets ProductOf Amul

Himansu Rathod

K A I R A D I S T R I C T C O - O P E R A T I V E M I L K P R O D U C E R U N I O N L T D ,

A M U L D A I R Y .


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A Study on

ESTIMATION MARKET SIZE OF BAKERY &

SWEETS PRODUCT OF AMUL

In Ahemdabad

2nd November to 30th November2011

Under the Guidance of

Mr. Hiren Bhatt

CEO (Oil Business)

Kaira District Co-op. milk Producer Union Ltd.

(AMUL DAIRY)

Submitted to: Submitted By:

Mr. Jignesh Bhoi Himansu rathod


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A Study OnESTIMANSTION MARKET SIZE OF BAKERY & SWEETS

PRODUCT OF AMUL In Ahemdabad

2nd

November 2011 to 30th

November 2011

An

Industrial Training Undergone In the Marketing Department in Amul

Anand Institute of Business Studies

Submitted by:-

Himansu .K. Rathod

T.Y.B.B.A

Roll No:-825

Year:-2011-2012


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PREFACE

Theoretical Knowledge Has Its Significance But Practical Knowledge Deals

With Reality And Compromise To Be Made In The Real World.

The training Is Helpful To The Student Because Students Practical

Knowledge About The Working With The Help Of Industrial Training Student

Can Develop Their Awareness About Industrial Field.

As a B.B.A. Student, I Had Got An Opportunity To Undergo Training In The

Industry. It Was A Great Experience For Me. I Have Tried My Level Best To

Get Maximum Information About The Industry.

I Get Opportunity For Training In KAIRA DISTRICT CO-OPERATIVE

MILK UNION LIMITED, Anand . And Gujarat Is Requirement Of MBA

Curriculum. I Am Lucy That I Get Chance To Work With Reputed Company

And Can Upgrade My Knowledge Related To Practical Aspect To Business

World Which Is Very Helpful For My Bright Future.


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ACKNOWLEDGEMENT

I Am Student Of T.Y.B.B.A. And I Would Like To Express My Gratitude

To All Those Who Have Help Me. It Is My Privileged To Thank Our Project

Guide For Constant Encouragement And Noble Guidance Without Which The

Project Would Be Never Complete.

I Would Like To Express My Gratitude Towards The Director Of A.I.B.S.

College, Mr. G.N. Bhavasar Sir, The Academic Director, Mr, A. R. Mahida Sir,

For Permitting Me to Undergo The Training. I Am Also Thankful to Our

Training in-charge Ms. Archana Madam, And In-charge Principal Mr, SunilTrivedi Sir, For Providing Me Guidance.

Main Purpose Of This Training Is To Awareness About Industrial

environment And To Know About Function Of Different Department Like

Human Resource Dpt; Production Dpt; Marketing Dpt.

It Is My Privilege That I Have Been Given An Opportunity To Complete

The Project Entitled ESTIMANSTION MARKET SIZE OF BAKERY &

SWEET PRODUCT OF AMUL As A Part Of Trainee In This OrganisationDuring My Training. I Would Like To Express My Thanks To My Company

Guide Mr. Hiren Bhatt, CEO (Oil & Bakery Business) For His Valuable

Exhaustive Work Schedule. Without His Guidance And Persistent Help This

Project Would Not Have Been Possible.

I Would Like to Express My Thanks To Mr. Jignesh Bhoi (Training In-

charge) And Special Thanks To Mr. Patil Sir For Giving Us Importance

Guidance.

Himansu Rathod.

T.Y.B.B.A. (Gen)

Roll No:- 825.


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INDEX

Sr.No. Title. Page No.

1. Brief Introduction Of Company. 7

2. Research Methodology. 15

3. Data Analysis And Interpretation. 19

4. Finding. 37

5. Suggestions. 38

6. Conclusion. 39

7. Bibliography. 40

8. Questionnaire. 41


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BRIEF INTRODUCTION OF COMPANY

In the year 1946 the first milk union was established. This union was startedwith 250liters milk per day. In the year 1955 AMUL was established. In the

year 1946 the union was known as KAIRA DISTRICT CO-OPERATIVE

MILK PRODUCER UNION LTD. (KDCMPUL). Now a days 13 units Dist,

Co-operative Milk Producers at dist. Level and GCMMF at state level.

AMUL is a successful Co-operative sector. The brand name itself shows

how AMUL is spread over the country and world. AMUL is Asias No. 1 Co-

operative society and 2nd

in the world, in which is a matter of proud of India.

Today 1151 Village Co-operative society and 6,35,599 members (2009-2010) in

KDCMPUL.

AMUL means "priceless" in Sanskrit. The brand name "Amul," from the

Sanskrit "Amoolya," was suggested by a quality control expert in Anand.

Variants, all meaning "priceless", are found in several Indian languages. 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 madeAmul a leading food brand in India.


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Members: 13 district cooperative milkproducers' 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 (DailyAverage 2008-09):

8.4 million litres

Milk Drying Capacity: 626 Mts. per day Cattle feed manufacturing

Capacity:3500 Mts per day


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ORGANISATION PROFILE

1. Name of the Organization:The Kaira District Co-operative Milk Producers Union Limited.

2. Form of the Organization:Co-operative Society

3. Registered office of the organization:The Kaira District Co-operative Milk Producers Union Limited

Station Road,

Anand-388001

4. Registration Date:14

thDecember, 1946

5. Promoters of the Organization:(1)Shri Tribhuvandas Patel(2)Shri Morarji Desai(3)Shri Sardar Vallabhbhai Patel

6. Bankers:(1) The Kaira District Co-operative Bank Ltd.(2) Axis Bank(3) State Bank Of India(4) Bank Of Maharashtra(5) Corporation Bank(6) Bank Of Baroda(7) Bank Of Saurashtra


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7. Board of Directors:(1) Shri Ramsinh Prabhatsinh Parmar Chairman(2) Shri Rajendrasinh Dhirsinh Parmar Vice-Chairman(3) Shri Bhaijibhai Amarsinh Zala Director(4) Smt. Madhuben Dharmsingh Parmar Director(5) Shri Dhirubhai Amarsinh Chavda Director(6) Shri Pravinsinh Fulsinh Solanki Director(7) Shri Mansinh Khoyabhai Chauhan Director(8) Shri Shivabhai Mahijibhai Parmar Director(9) Shri Ranjitbhai Kantibhai Patel Director(10) Shri Chandubhai Madhabhai Parmar Director(11) Shri Maganbhai Gokalbhai Zala Director(12) Smt. Saryuben Bharatbhai Patel Director(13) Shri Bipinbhai Manishankar Joshi Director

8. Auditors:Mr. B B Bhabhor

Special Auditor,Milk Union, Anand.

9. No. of Shifts:(1)8:30am to 4:30pm(2)4:30pm to 12:30am(3)12:30am to 8:30am

10.No. of Major Plant in India:1. Mogar Plant :

Established in 1973, this is situated on AnandVadodara Highway

No. 8. The main products of this plant are Chocolates, Nutramul,

Amul Lite and Amul Ganthia.


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2. Anand Plant :There are 3 plants situated in Amul. And the main products are

Milk, Buttermilk, Milk Powder, Butter, Ghee, Flavored Milk etc.

3. Kanjari Plant :The product is cattle feed. Old plant establish in 1964 & new plant

in 1980.

4. Khatraj Plant :It is situated between Nadiad-Mahemdabad. The main product of

this plant is Cheese.

5. Chilling Centre :Kapadvanj, Undel and Balasinor

11.Quality of Milk :This union has obtained ISO 9001-2000 and HACCP (Certificate on

quality).


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AMUL PRODUCT LIST

1. Bread Spread : Amul Butter Amul Lite Low Fat Breadspread Amul Cooking Butter

2. Sweets : Amul Kesar Peda Amul Kaju katri. Amul Malai Peda.

3. Cheese Range : Amul Pasteurized Processed Cheddar Cheese Amul Processed Cheese Spread Amul Pizza (Mozarella) Cheese Amul Shredded Pizza Cheese Amul Emmental Cheese Amul Gouda Cheese Amul Malai Paneer (cottage cheese) Utterly Delicious Pizza

4. Mithaee Range : Amul Shrikhand (Mango, Saffron, Almond Pistachio, Cardamom) Amul Amrakhand Amul Mithaee Gulabjamuns Amul Mithaee Gulabjamun Mix Amul Mithaee Kulfi Mix Avsar Ladoos

5. Milk Range : Amul Shakti 3% fat Milk Amul Taaza 1.5% fat Milk Amul Gold 4.5% fat Milk Amul Lite Slim-n-Trim Milk 0% fat milk


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Amul Shakti Toned Milk Amul Fresh Cream Amul Snowcap Softy Mix

6. Pure Ghee : Amul Pure Ghee Sagar Pure Ghee Amul Cow Ghee

7. Infant Milk Range : Amul Infant Milk Formula 1 (0-6 months)

Amul Infant Milk Formula 2 ( 6 months above) Amul spray Infant Milk Food

8. Milk Powders : Amul Full Cream Milk Powder Amulya Dairy Whitener Sagar Skimmed Milk Powder Sagar Tea and Coffee Whitener

9. Fresh Milk : Amul Taaza Toned Milk 3% fat Amul Gold Full Cream Milk 6% fat Amul Shakti Standardised Milk 4.5% fat Amul Slim & Trim Double Toned Milk 1.5% fat Amul Saathi Skimmed Milk 0% fat Amul Cow Milk

10.Curd Product : Amul Taaza Toned Milk 3% fat Amul Gold Full Cream Milk 6% fat Amul Shakti Standardised Milk 4.5% fat Amul Slim & Trim Double Toned Milk 1.5% fat Amul Saathi Skimmed Milk 0% fat Amul Cow Milk


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11.Amul Ice-Cream : Royal Treat Range (Butterscotch, Rajbhog, Malai Kulfi) Nut-o-Mania Range (Kaju Draksh, Kesar Pista Royale, Fruit

Bonanza, Roasted Almond)

Nature's Treat (Alphanso Mango, Fresh Litchi, Shahi Anjir, FreshStrawberry, Black Currant, Santra Mantra, Fresh Pineapple)

Sundae Range (Mango, Black Currant, Sundae Magic, DoubleSundae)

Assorted Treat (Chocobar, Dollies, Frostik, Ice Candies, Tricone,Chococrunch, Megabite, Cassatta)

Utterly Delicious (Vanila, Strawberry, Chocolate, Chocochips,Cake Magic)

12.Chocolate and Confectionary : Amul Milk Chocolate Amul Fruit & Nut Chocolate

13.Brown Beverage : Nutramul Malted Milk Food

14.Milk Drink : Amul Kool Flavoured Milk (Mango, Strawberry, Saffron,

Cardamom, Rose, Chocolate)

Amul Kool Cafe Amul Kool Koko Amul Kool Millk Shaake (Mango, Strawberry, Badam, Banana)

15.Health Beverage : Amul Shakti White Milk Food

16.Ready to Serve Soups : Masti Tomato Soups Masti Hot and Sour Soups

17.Snacks : Amul Gaathiya


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RESEARCH METHODOLOGY

OBJECTIVE OF STUDY

One should be clear objective before commencing any activity. If the

objective Of the study are clear about research. Objectives are divided into two

sections;

(1)Main Objective(2)Secondary Objective

The main objective of research was to find out product awareness in public

and get their opinions about the product.

know about the prospective customer of the products. To find out a customer who buy the products. To know about buying habits of customer and preference of

customers.

To know about the factors influencing the purchase decision ofcustomers.

To find out best media for effectiveness of the advertising.INFORMATION NEED

To conduct consumer survey needs of primary Data and Secondary Data are

off to be meet. Following are some aspect of the project in which data needs tomeet;

Information about brand awareness among public. The effective source of public awareness of the company. The best suitable media. Prospective buyers. Buying habits of the customer.


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PRIMARY DATA

The Primary Data are the data which are obtained by the researcher himself

and then are recorded and used by himself for his research there data are the

first hand obtained and used by him. These data are the data which are gathered

for specific purpose and not available anywhere else they are original data

collected by the researcher himself.

METHOD OF OBTAINING PRIMARY DATA(1)Survey Technique or Approach:

Personal interview filed survey.(2)Experimental Research:

Survey.METHOD OF OBTAINING SECONDARY DATA

(1)From Kottler and Keller 4Ps Marketing Mix. Segmentation.


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MARKETING MIX

The major marketing management decision can be classified in one of thefollowing four categories;

PRODUCT PRICE PLACE PROMOTIONThese variables are known as the marketing mix or the 4 Ps of marketing.

They are the variables that marketing managers can control in order to bestsatisfy customers in the target market. The marketing mix is poteraied in the

following diagram;

The firm attempts to generate a positive response in the target market by

blending these four marketing mix variables in an optimal manner.

TARGETMARKET

PRODUCT

PLACE

PROMOTION

PRICE


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MARKET SEGMENTATION

MARKET SEGMENTATION is the process in marketing of grouping a

marketing (i,e customers) into smaller subgroups. These markets segment are

often termed niche markets or specialty markets. These segments are fairly

homogeneous in their attitude about certain variables. Because of this intra-

group similarity, they are likely to respond somewhat similarly to a given

marketing strategy. Thats, they are likely to have similar feeling and ideas

about a marketing mix comprised of a given product or service.

The purpose of segmentation is to identify and target primary customergroups.

MARKET SEGMENTATION OF AMUL BAKERY &SWEETS PRODUCT

Homogeneity within the segment. Heterogeneity Between segments. Segments are measurable and identifiable. Segment accessible and actionable. Segment is large enough to be profitability.


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A STUDY DONE ON ESTIMATION MARKET

SIZE OF BAKERY & SWEETS PRODUCT OF

AMUL ON AHEMEDABAD

Area Covered: Ahemedabad.

Research Type: Descriptive Research.

Study Type: Primary & secondary Study.

Method Employed: Retailer to Retailer Survey with Questionnaire and

Feedback.

Sampling Technique: Random Sampling

Sample Size for Retailer: 164

Description:

This is a research carried out to understand consumer behavior toward

bakery & sweets product of amul. What kind of bakery & sweets product

usually they purchase, what factory they consider before purchasing, what is the

normal weight of the pack they buy, they like amul Bakery &sweets product,

etc.

All this information would enable Amul to understand consumers better.

What area Amul should focus more on to increase consumer base.


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RETAILER FEEDBACK

1. Do you sell bread / Sweets?

INTERPRETIATION:-WE see that 142% of the retailer sell bread &

sweets and 22% retailer are not sell bread & sweets. This is shows that

there is a scope for amul to growth there bakery &sweets product.


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2. You have a :

INTERPRETIATION:-We see that in this there is 63% of Grocery store

who sell bread & sweets and then 42% is other kind of shop will sell bread &

sweets. Through this we can say that retailer and consumer are prefer to or

believes in the brand name and want to purchase the same company product

again and again.


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3. What type of Sweets you sell?

INTERPRETIATION:-In this what types of sweets you sell then 16%

retailer says that they sales kesar peda & other types of peda. All this

peda is they have there own brand. So we can say that amul is requiredlots of promotion in the market. And improve there sweets product.


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4. What type of bread you sell?

INTERPRETIATION:-We see that 138% of retailer sold white bread

and then 83% of retailer sold brown bread. So we can say that most of

consumer purchased white & brown bread from the market.

White bread

Brown bread

Whole wheat bread

Others (please specify):


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5. For Bread

35 143

609

165

98

11

318

2527

1111

12 15

8945

Sale(Loaves/Day)

Amul

Abad

Super

Kalory

Maruti

Continental

Britania

TGB

Real

United

Modern

Brand Size MRPLanding

CostMargin Sale(Loaves/Day)

Amul 200 35Abad 200 143

Super 200 609

Kalory 200 165

Maruti 200 98

Continental 200 11

Britania 200 318

TGB 200 25

Real 200 27

United 200 11

Modern 200 11

A-One 200 12

Bread Upper Crust 200 15

Own 200 89

Fresh & Fresh 200 45


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INTERPRETIATION:-In this we see that mostly super bread is mostly

retailer sales and purchased by the consumer around 603% then kalory

165% and then another brand like maruti, a-one, amul, fresh &fresh andetc.

So we can say that amul is need to

improvement in there bakery product. And try something new in the

market.


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6. For Cookies

Brand SizeMRP(Per

Pack)

MRP(Per

KG)

Landing

CostScheme Sale(Kg/Day)

Amul Chocolate Cookies 200 5

Monginis 200 1

Parle 200 25

Sunfeast 200 13

Britannia 200 14

Kreams 200 13

Real 200 4

Oreo 200 4Other 200 1

INTERPRETIATION:-From this we can say that PARLE is the

most selling brand in the market and its cover around 25% of the

market and then Britannia with 14% of the market. and then other

brand.

So amul also try some new promotion

activities for AMUL COOKIES.

Sale(Kg/Day)

Amul Chocolate Cookies

Monginis

Parle

Sunfeast

Britannia

Kreams

Real

Oreo


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7. For Sweets

Brand Size

MRP(

Per

Pack)

MRP(Per

KG)

Landing

Cost

Margim Sale(Kg/Day)

Amul Kaju Katri 0

Amul Malai Peda 0

Amul Kesar Peda 0

Amul Avsar Ladu 0

Amul Gulabjamun 0

Amul Basudi 0

Haldiram Rasgulla 0

Haldiram Gulabjamun 0

Haldiram Sonpapdi 0RasAnand Gulabjamun 0

RasAnand Rasgulla 0

Own 3

INTERPRETIATION:-We see that in sweets product mostly sales

only there own brand and no any other brand are purchased by the

consumer.

Sale(Kg/Day)

Amul Kaju Katri

Amul Malai Peda

Amul Kesar Peda

Amul Avsar Ladu

Amul Gulabjamun

Amul Basudi

Haldiram Rasgulla


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8. Which of the following AMUL products do you sell?

Milk 103

Cheese 62Buttermilk 70

Butter 72

Paneer 31

Curd 47

Others (please specify): 20

INTERPRETIATION:-From thiswe can say that in dairy market

mostly consumer purchased AMUL. Milk around103%, cheese 62%,

Buttermilk 70% .

So we can say that ain dairy product amul

have no worry at all.

MilkCheese

Buttermilk

Butter

Paneer

Curd

Others (please specify):


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9. Which of the following AMUL product would you like to sell?

INTERPRETIATION:-From this we know about what % of retailer

are ready to sales amul product means bakery & sweets product in the

market. We see that 113% of retailer are not interested to sales any

kind of amul product. So we can easily says that amul have long to go

in bakery &sweets market.

Bread

Cookies

Pizza Base

None

Bread 16

Cookies 12

Pizza Base 11

None 113


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10.What margin (in percentage) do you wish to get on bakeryproduct?

18 % to 25 %. INTERPRETIATION:-

In this we find that most retailer are

said that to open there own amul parlour in ahemedabad. And they

expect 18% to 25% margin on bakery and sweets product from amul.


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11.Who supplies bread/Sweets to you : For Aabad:- Mukesh Bhai.

Pankajbhai

For Kellori:- Kanhai Food Pvt. Ltd.RajeshBhai

For Maruti And Super:- Super Populer Bread.


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12.The supplier delivers bread/Sweets :Once a Day 128

Twice in a Day 12Other 1

Alternate Day 1

Only When Order is placed 11

INTERPRETIATION:-We easily see that all supplier is supply there

product in once in day and mostly in morning. 128% of supplier supply there

product and this we see in chart easily.

Once a Day

Twice in a Day

Other

Alternate Day


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13.The delivery is usually :Regular 150

Irregular 3

INTERPRETIATION:-Under this we see that 150% of supplier is

regular and only 03% of supplier is irregular.

So we can easily say that all the supplier is

regular.

Regular

Irregular


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14.Do customers have complains about bread/Sweets they boughtfrom you?

INTERPRETIATION:-We know that mostly retailer is not give

information about complain and all kind of this information. But 25% of retailer

says that Consumer Have complain but not regular. And 106% retailer says that

consumer have no complain.

Yes 25

No 106


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16.The credit policy that you are offered is :Flexible 41

Fixed 60No Credit 114

Other 2

INTERPRETIATION:-In this chart we see that most of retailer is not

at all Provide credit. 114% of retailer is not Provide credit and only 41% of

retailer is provide credit but flexible and 60% of retailer provide credit but

fixed.

Flexible

Fixed

No Credit

Other


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FINDING

Amul provide bakery product in very large and more costly.

Amul bakery &sweets product promotion is not good. Consumers dont know about amul bakery & sweets product. Delivery is not effective as well as not on time in store.

Amul bakery & sweets product is so costly than another bakery &sweets product.

The packaging should be more attractive and alternative. Most retailer is says that amul is not provide replacement, and less

margin than another product and bad service.


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SUGGESTIONS

Amul bakery & sweets product should be launch in more smallsize.

More type of sweets Are provide to the consumer. Sweets price should be reasonable. Amul should focus on bakery & sweets product promotion.

Different price for local and out of station place.

If amul offer retailers more margin on products and good serviceto suppliers both customer and retailer can be satisfied.


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CONCLUSION

Amul is a brand is quite reputed it should leverage that brand name forthe existing product and also for the new launches. Amul should try something new in sweets product. Amul another product cover the whole market. Amul should maintain their quality and image in the market.


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BIBLIOGRAPHY

Reference book:- Phillip kottler. C. R. Kothari.

Website:- www.amul.com www.wikipedia.org www.amuldairy.com
http://www.amul.com/http://www.amul.com/http://www.wikipedia.org/http://www.wikipedia.org/http://www.wikipedia.org/http://www.amul.com/


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AMUL BAKERY & SWEETS PRODUCTS

RETAILER QUESTIONNAIRE

Name:-

Name of outlet:-Address:- Date:-Telephone No.:- Gender:-Email-Id:-

(1)Do you sell bread / sweets?o Yeso No

(2)You have a:o Grocery storeo Dairyo Retailer storeo Sweet shopo Bakery (Please specify)o Other (Please specify)

(3)What type of sweets you sell?o Kaju katrio Malai pedao Kesar pedao Other

(4)What type of bread do you sell?o White breado Brown breado Whole wheat breado Other (Please specify)

(5)For breadBrand Pack size MRP Landing Margin

(Rs.)

Sale

(loaf/day)


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(6)For cookiesBrand/Type Pack size MRP Landing Margin

(Rs.)

Sale

(loaf/day)

(7)For sweetsBrand/type Pack size MRP Landing Margin

(Rs.)

Sale

(loaf/day)

(8)Which of the following amul product do you sell?o Milko Cheeseo Buttermilko Buttero Paneero Curdo Other (Please specify)

(9)Which of the following amul products would you like to sell?o Breado Cookieso Pizza baseo None

If none, please share your reason for it:

(10) What margin (in %) do you wish to get on bakery product?_________

(11) Who supplies bread / sweets to you?Name:- _________________________________________________

Phone no.:- _____________________________________________Other:-________________________________________________


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(12) The supplier delivers bread / sweets:o Once in a dayo Alternate dayo Twice in dayo Only when order is placedo Other (Please specify)

(13) The delivery is usually:o Regularo Irregular

(14) Do customers have complains about bread / sweets they boughtfrom you?

o Yeso No

Please mention them:

(15) Do you get replacement for bread / sweets?o Yeso If yes then 100%o Noo Partially

Anything you would like to mention regarding the same:

___________________________________________________________

(16) The credit policy that you are offered is:o Flexibleo No credito Fixedo Other (Please specify)

________________________________________________________________

Date:

Place: Ahemedabad (signature)

Documents

Estimation Market Size of Bakery & Sweets Product of Amul (by Himansu Rathod_9998146685)