Modified Final Report

8/9/2019 Modified Final Report

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A SUMMER

TRAINING REPORT

Post Launch Study of Amul Probiotic and

Sugar free Ice-creams in Mumbai

PRESENED

BY

SANTOSH KUMAR

ENROLLMENT ID:-010101134

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ACKNOWLEDGEMENT

Making a project is never the work of a single person, when attempting to acknowledge thecontributions of others; one always runs the risk of omitting some important contributions.

Nonetheless, the attempt must be made.

Every work accomplished is a pleasure a sense of satisfaction. However a number of peoplealways motivate, criticize and appreciate a work with their objective ideas and opinions,hence, I would like to use his opportunity to thank all, who have directly or indirectly helpedus to accomplish this project.

With great pleasure, I would like to present this project report for Gujarat Co-operative MilkMarketing Federation Ltd. It has been an enriching experience for me to undergo my summertraining at AMUL, which would not have possible without the goodwill and support of the

people around.

Firstly I would like to express my gratitude to Unitedworld School of Business whogave me the opportunity to do this project. I would like to express my gratitude to all thosewho gave me the encouragement to complete this project. I would like to thank my collegeauthorities, Dean Mr.Tridebesh Bandopadhayay & senior manager-Corporate RelationsMr.Sasanka Shekhar Roy for providing me the opportunity to work with the one prestigiousorganization.

I would like to give my heartily gratitude to the Mr.Sameer Nagle, (Vice PresidentSales &Marketing-West) & Mr.Sachin Desmukh (Sales officer) AMUL INDIA LTD., Mumbai forhaving given me the opportunity to do my project work in the organization and lighted my

way of progress with his guidance I want to thank Amul India Pvt Ltd . Next I would liketo thank all the people, who gave their valuable time and feedback to this project. I wouldalso like to thanks to my faculty guide Ananya Mukhopadhyay for supporting us withresources, which beyond any doubt have helped me.

Let me also use this opportunity to thank friends who have contributed to this project with

their invaluable opinions and suggestions, which has gone a long way in soothing my rough

edges.

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FACULTY MENTOR CERTIFICATE

This is to certify that the project entitled Post Launch Study of Amul Probiotic

and Sugar free Ice-creams in Mumbai has been carried out by Santosh Kumar

under my guidance, in partial fulfillment of the diploma of Post Graduate Program in

Management (PGPM) at United World School of Business, Kolkata, during the academic

year 2010-11.

Faculty Signature:

Faculty Name: ANANYA

MUKHOPADHYAY

Date:

Place

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STUDENT

UNDERTAKING

I, hereby declare that the PGPM project report entitled Post Launch Study of Amul

Probiotic and Sugar free Ice-creams in Mumbai is a bonafide work done by me

based on the Summer Internship Program that I underwent from April June 2010. I also

declare that this report has been exclusively prepared forUnitedworld School of Business,

Kolkata and has not been previously submitted to this or any other institution for a diploma or

any other qualification.

Signature

of the Student:

Name :

SANTOSH KUMAR

Institute: Unitedworld School of Business

Enrollment No: 010101134

Year: 2009-2011

Date:

Table of Contents

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S.N SUBJECT PAGE.NO

1

INTRODUCTION

COMPANY PROFILE

OBJECTIVE OF THE COMPANY

SALES TURNOVER

MAJOR COMPETITOR

MARKET SHARE

PRODUCT PROFILE

6

2 STATEMENT OF PROBLEM 24

3 FINDINGS 27

4 METHODOLOGY 31

5 DATA ANALYSIS 35

6 RECOMMENDATION 44

7 ACRONYMS & REFERENCES 46

8 APPENDIX 48

List of Tables & figures

S.N SUBJECT PAGE

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NO.

1. TABLE OF YEARLY SALES TURNOVER 11

2.PIE CHART OF MARKET SHARE OF DIFFERENT BRANDS 19

3.DISTRIBUTION CHANNEL 25

4.PIE CHART OF RETAILER PROBLEM 28-30

5.CHART OF GENERAL AWARENESS 37-38

6.

CHART OF AWARENESS OF AMUL SUGAR FREE & PROBITIC

PRODUCTS39

7.CHART OF TRIAL OF AMUL SF/PB 40

8.CHART OF WILLINGNESS TO TRY AMUL SF/PB 41

9.CHART OF OVERALL RESULT 43

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INTRODUCTION

India ranks first in the world in terms of milk production. Indian production stands at 91

million tones growing at a CAGR of 4 per cent. This is primarily due to the initiatives taken

by the Operation flood programmed in organizing milk producers into cooperatives; building

infrastructure for milk procurement, processing and marketing and providing financial,

technical and management inputs by the Ministry of Agriculture and Ministry of Food

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Processing Industries to turn the dairy sector into viable self-sustaining organized sector.

About 35% of milk produced in India is processed. The organized sector (large scale dairy

plants) processes about 13 million tons annually, while the unorganized sector processes

about 22 million tons per annum. In the organized sector, there are 676 dairy plants in the

Cooperative, Private and Government sectors registered with the Government of India and

the state Government.

The ice cream industry in India is mainly governed by the prevention of food and adulteration

act (PFA)-1954 in India. The ice cream market growth picked up after de-reservation of the

sector in 1997. History of Indian Ice Cream industry is very old started in un-organized sector

and mainly the popular product was kulfi. New technologies and freezers are the main force

behind the development. Future is bright for Ice Cream industry in India.

Company profile:-

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 (Anand Milk Union Limited),

formed in 1946, is a dairy cooperative movement in India. It is a brand name managed by an

apex cooperative organization, Gujarat Co-operative Milk Marketing Federation Ltd.

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(GCMMF), which today is jointly owned by some 2.6 million milk producers in Gujarat,

India. AMUL is based in Anand town of Gujarat and has been a sterling example of a co-

operative organization's success in the long term. It is one of the best examples of co-

operative achievement in the developing world. "Anyone who has seen ... the dairycooperatives in the state of Gujarat, especially the highly successful one known as AMUL,

will naturally wonder what combination of influences and incentives is needed to multiply

such a model a thousand times over in developing regions everywhere. The AMUL Pattern

has established itself as a uniquely appropriate model for rural development. AMUL has

spurred the White Revolution of India, which has made India the largest producer of milk and

milk products in the world. It is also the world's biggest vegetarian cheese brand.

AMUL is the largest food brand in India and world's Largest Pouched Milk Brand with an

annual turnover of US $1050 million (2006-07). Currently AMUL has 2.6 million producer

members with milk collection average of 10.16 million liters per day. Besides India, AMUL

has entered overseas markets such as Mauritius, UAE, USA, Bangladesh, Australia, China,

Singapore, Hong Kong and a few South African countries. Its bid to enter Japanese market in

1994 had not succeeded, but now it has fresh plans flooding the Japanese markets. Other

potential markets being considered include Sri Lanka. Dr Varghese Kurien of, former

chairman of the GCMMF, is recognized as the man behind the success of AMUL. On 10 Aug

2006 Parthi Bhatol, chairman of the Banaskantha Union, was elected chairman of GCMMF.

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GUJARAT COOPERATIVE MILK MARKETING FEDERATION:

Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food productsmarketing organization. It is a state level apex body of milk cooperatives in Gujaratwhich aims to provide remunerative returns to the farmers and also serve the interest ofconsumers by providing quality products which are good value for money.

Amul's product range includes milk powders, milk, butter, ghee, cheese, curd, chocolate, icecream, cream, shrikhand, paneer, gulab jamuns, basundi, Nutramul brand and others. InJanuary 2006, Amul plans to launch India's first sports drink Stamina, which will becompeting with Coca Cola's Powerade and PepsiCo's Gatorade.

Amul is the largest food brand in India and world's Largest Pouched Milk Brand with anannual turnover of US $1050 million (2006-07). Currently Amul has 2.6 million

producer members with milk collection average of 10.16 million liters per day. BesidesIndia, Amul has entered overseas markets such as Mauritius, UAE, USA, Bangladesh,Australia, China, Singapore, Hong Kong and a few South African countries. Its bid toenter Japanese market in 1994 had not succeeded, but now it has fresh plans of floodingthe Japanese markets .Other potential markets being considered include Sri Lanka.

Objective of the Company:

1. To minimize the causes and chances of dissatisfaction among vendors by bridging

the communication process between them and the organization.

2. To know the current and forthcoming strategies and policies of the competitors.

3. To minimize the causes and chances of dissatisfaction among vendors by bridging the

communication process between them and the organization.

4. Target of selling 12, 00,000 lt. of ice-cream in coming year.

5. Create a chain of new retailers in new areas as well as old one.

6. Promote and sell the stock of company, esp. PROBIOTIC and SUGAR FREE

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ICE -CREAMS.

7. Find out new retailers in market and convince them for Amul ice-cream

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 liters per day

Milk collection (Total ): 3.05 billion liters

Milk collection (Daily Average): 8.4 million liters

Milk Drying Capacity: 626 Mts. per day

Cattle feed manufacturingcapacity:

3500 Mts. per day

SALES TURNOVER

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 4931999-00 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

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2007-08 52554 1325

2008-09 67113 1504

Values & vision of the company:

The values and vision drive any organization towards his goals of expansion, diversification

and excellence. These values define the philosophy of operations, guide towards important

decisions and determine the commitment and achievement. Some of the values and vision

which the Amul India Pvt Ltd. has adapted towards its excellence are:

People Centric

Continues self Renewal

Empowerment

Responsibility

Courage

Innovation and creativity

Expansion and Diversification

Accountability

Quality

Current Business Scenario:

Present Status of Amul Ice Cream:-

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1. In a short span of 6 years Amul Ice Cream has become the No.1 ice cream brand in the

country.

2. It is now the only national brand and all other ice cream brands are regional.

3. Amul Ice Cream has achieved 38% share against 9% market share of HLL making it 4times larger than its closest competitor.

4. Amul is now India s largest food Retail Company.

Financial position:

It has crossed the milestone of Rs6, 700 crore annual turnover.

During the financial year 2008-09, GCMMF registered a 27.7% growth to achieve the new

landmark. From Rs.5, 255.41 crore of turnover in 2007-08, the milk giant jumped to Rs.6,

711.31 crore in 2008-09.

The annual report of GCMMF for 2008-09, released by the federation on Friday, reveals that

milk procurement has witnessed a double digit growth. Total milk procurement by member

unions of GCMMF during 2008-09 averaged 87.19 lakh kg per day which has increased by

14.87% over 75.90 lakh kg per day in 2007-08. The highest procurement as usual wasrecorded in winters during January 2009 at 114.24 lakh kg per day. Despite recession, the

federation has witnessed growth in export. Export of GCMMF has reached Rs133 crore

against Rs125 crore last year

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ACHIEVEMENTS:

Amul: Asias largest dairy co-operative was created way back in1946 to make the milkproducer self-reliant and conduct milk- business with pride. Amul has always been thetrend setter in bringing and adapting the most modern technology to door steps to ruralfarmers.

Amul created history in following areas:

A) First self motivated and autonomous farmers organization comprising of more than 5000000 marginal milk producers of Kaira District.

B) Created Dairy co-operatives at village level functioning with milk collection centresowned by them.

C) Computerized milk collection system with electronic scale and computerized accountingsystem.

D) The first and only organization in world to get ISO 9000 standard for its farmers co-operatives.

E) First to produce milk from powder from surplus milk.

Amul is the live example of how co-operation amongst the poor marginal farmers canprovide means for the socio-economic development of the under privileged marginal

farmers.

Major competitor :

1. HUL - Kwality Walls - 2nd biggest player

2. Mother Diary

3. Arun - Chennai Based Hatsun Agro Product

4. Havmour

5. Vadilal

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KWALITY WALLS :

Kwality Ice Cream is the pioneer in the Indian ice-cream manufacturing industry and in 1956 becamethe first company in the country to use imported technology for manufacturing ice-cream on acommercial scale. As the ice-cream industry exploded in India, in 1995 Kwality Group joined handswith Hindustan Lever Limited and then there was no looking back. The Indian consumer market wasintroduced to KWALITY WALLS the result of a collaboration between global brand Walls and theleading Indian ice-cream brand Kwality. Though the two giants eventually parted ways, thecollaboration made Kwality a household name and created deep in roads for the brand in the consumermarket.

Today, Kwality is not just a brand it is the ice-cream associated with the Indian summer; its the first

choice in ice-cream for any child or adult during the scorching Indian summers. Kwality ice-creams aretrusted not only for their rich, creamy flavours, but also for their trusted quality and nutritious foodvalue.

M Mother Dairy:

Delhi was set up in 1974 under the Operation Flood Programme. It is now a wholly owned company of

the National Dairy Development Board (NDDB).

Mother Dairy markets & sells dairy products under the Mother Dairy brand (like Liquid Milk, Dahi, Icecreams, Cheese and Butter), Dhara range of edible oils and the Safal range of fresh fruits & vegetables,frozen vegetables and fruit juices at a national level through its sales and distribution networks formarketing food items.

Mother Dairy sources significant part of its requirement of liquid milk from dairy cooperatives.Similarly, Mother Dairy sources fruits and vegetables from farmers / growers associations. MotherDairy also contributes to the cause of oilseeds grower cooperatives that manufacture/ pack the Dhararange of edible oils by undertaking to nationally market all Dhara products.At Mother Dairy, processing of milk is controlled by process automation whereby state-of-the-artmicroprocessor technology is adopted to integrate and completely automate all functions of the milkprocessing areas to ensure high product quality/ reliability and safety. Mother Dairy is an IS/ ISO-9002,IS-15000 HACCP and IS-14001 EMS certified organization. Moreover, its Quality AssuranceLaboratory is certified by National Accreditation Board for Testing and Calibration Laboratory(NABL)-Department of Science and Technology, Government of India.

Mother Dairy markets approximately 2.8 million liters of milk daily in the markets of Delhi,

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Mumbai,

Saurashtra and Hyderabad. Mother Dairy Milk has a market share of 66% in the branded sector in Delhiwhere it sells 2.3 million liters of milk daily and undertakes its marketing operations through around14,000 retail outlets and 845 exclusive outlets of Mother Dairy.

The companys derives significant competitive advantage from its unique distribution network of bulkvending booths, retail outlets and mobile units. Mother Dairy ice creams launched in the year 1995have shown continuous growth over the years and today boasts of approximately 62% market share inDelhi and NCR. Mother Dairy also manufactures and markets a wide range of dairy products thatinclude Butter, Dahi, Ghee, Cheese, UHT Milk, Lassi & Flavored Milk and most of these products areavailable across the country.

The company markets an array of fresh and frozen fruit and vegetable products under the brandname

SAFAL through a chain of 400+ own Fruit and Vegetable shops and more than 20,000 retail outlets invarious parts of the country. Fresh produce from the producers is handled at the Companys moderndistribution facility in Delhi with an annual capacity of 200,000 MT. An IQF facility with capacity ofaround 75 MT per day is also operational in Delhi. A state-of-the-art fruit processing plant of fruithandling capacity of 120 MT per day, a 100 percent EOU, setup in 1996 at Mumbai supplies qualityproducts in the international market. With increasing demand another state-of-the-art fruit processingplant has been set up at Bangalore with fruit handling capacity of around 250 MT per day.

Mother Dairy has also been marketing the Dhara range of edible oils for the last few years. Today it isa leading brand of edible oils and is available across the country in over 2,00,000 outlets. The brand iscurrently available in the following variants: Refined Vegetable Oil, Refined Soybean Oil, RefinedSunflower Oil, Refined Rice Bran Oil, Kachi Ghani Mustard Oil and Filtered Groundnut Oil. MotherDairy has also launched extra virgin Olive Oil under the Daroliva brand.

Mother Dairy has over the last 3 decades, harnessed the power of farmer cooperatives to deliver arange of delicious products and bring a smile on your face. In times to come, Mother Dairy shall striveto remain one of Indias finest food companies. Real milk. Abundant toppings. And an utterly

delectable taste. That's the secret of Mother Dairy's fascinating range of rich and creamy ice creams alip-smacking array of ice candies, milk lollies, bars, cones, real fruit ice creams, Sundaes, low fatdesserts and take-home packs.

Mother Dairy ice creams are now being enjoyed across the markets of Delhi/ NCR, Mumbai, Kolkata,Punjab, Rajasthan, UP & Uttaranchal.

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Arun Ice Creams:

R. G. Chandramogan is the Chairman and Managing Director of Hatsun Agro Product Ltd, which isthe manufacturer of branded milk and ice cream and the largest private dairy in India. Arun IceCreams, a popular ice cream brand in south India is owned by Hatsun Agro. Hatsun group is alsoproducing Arokya and Gomatha, two popular milk branks in Tamil Nadu. The company is expected tocross 1000 crore rupees turnover in year 2009..

Havmor:

Havmor Ice Cream began its branded life in 1944 in Karachi, in undivided India. By 1947, it wasa popular local brand there.

But in 1947, in the wake of the partition, its founder Satish Chona had to join the exodus into India,

with virtually no moveable assets. Searching for a new turf, he tried out Dehra Dun and Indore, and

finally, settled down in Ahmadabad.

No, it was not a case of Brand Relocation, or anything else as fanciful. He had to start the venture

from scratch again. In fact, he had to begin from a hand-cart at the Ahmadabad Railway Station,

churning out the Ice Cream manually.

He called this fledgling brand 'Havmor' - a neologism for 'Have More' - which meant the customer

got more value for money, and more taste to relish from his Ice Creams.

Perhaps he didn't know it then, but he had laid the foundation for one of Western India's most

enduring market legends.

And good quality, like good character, wins over the situation sooner or later.

Today, Havmor Ice Cream is a delicious facet of Western India's daily life and part of its market

lore. It reaches hundreds of thousands of consumers through 50 main outlets and 12000 plus

dealers.

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Vadilal

Vadilal is one of the major milk and dairy product suppliers in India. The Vadilal Industries Limitedice cream. With its diverse range of ice creams, the brand of Vadilal has captured a substantial shareof the Indian ice cream market.

Vadilal Industries Limited started its operation with a simple hand cranked machine. Since then ithas extended its reach in different segments of ice creams. The central office of the Vadilal group islocated in Gujarat. The reasonable price tags and exclusive ingredients are the main factors behindthe huge popularity of the Vadilal Group of Companies.

The ice cream manufacturing units of the Vadilal Industries Limited come with a daily productioncapacity of 1-lakh liters in total. The product list of Vadilal includes 200 different types of candies,cones, cups, party and family packs and bulk packs.

Market share of ice-cream

The per capita consumption of ice creams in India is just 300 ml per annum, compared to 22 liters in

the US, 18 liters in Australia, 14 liters in Sweden. India is a way too far behind even in terms of

the world average per capita ice cream consumption of 2.3 liters per annum. climate with a young

population. Besides desserts, ice cream also vies for attention with other like foods for example in

summers with cold drinks, coffee, juice, etc.

Another trend that is witnessing a change is the seasonal nature of the industry. Having said that, the

peak season for ice cream still remains the summer months of April-June and dips in the months of

November-February. According to the industry players, this trend especially holds true for the North

and the Western parts of India.

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MANUFACTURING UNITS

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Product Profile:

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AMUL is all set to storm the Ice cream market with a new range of probiotic ice cream aimed

at the total health conscious.

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Proboitic means for life. Probitics are defined as live beneficial culture administered in

adequate amounts which confer a beneficial health effect on the host.

The human large intestine is a active site of no of microorganism known as gut microflora.

For a healthy person it is a balance of a number of beneficial a bacteria. The gut microfloras

actively play a role in health maintenance by modulation of immune system, protection from

pathogens and virus invasion through gastrointestinal tract. They also aid in food digestion.

Apart from these beneficial bacteria also synthesize some vitamins in gut. Our food habit,

living habit, medication to cure disease, stress & strain, age etc can cause the disturbance in

balance of gut microflora. The disturbed gut microflora can create a chance for pathogens and

viral invasion.

The products are:

Amul Prolife (Probiotic Wellness Ice Cream), Amul Sugar Free (Probiotic Diabetic Delight)

Amul Prolife (Probiotic Wellness Ice Cream) Probiotics are a live, beneficial culture, which

when administered in adequate amounts, confer a beneficial health effect on the host. They

help in digestion, improve the immune system, make the bones stronger, fight against allergic

reactions and are effective in controlling travelers diarrhoea. They also help in the

prevention of colon cancer and enhance brain activity. The Amul Prolife Probiotic WellnessIce Cream has all these benefits. How is Amul Prolife ice cream beneficial? Probiotic ice

cream is enriched with live beneficial cultures to help your overall.

Following are the benefits of having Probiotic ice cream:

It improves the gut micro flora Helps in digestion Improves the mineral and vitamin absorptions from diet Produces anti-microbial substances, which help in fighting against pathogens Produces Vitamin B Assists in healthy liver functioning Supports cholesterol management Prevents and reduces food allergies Prevents the formation and growth of colon cancer.

Amul Sugar Free (Probiotic Diabetic Delight):

For diabetics, consuming ice cream had remained a dream. Amul is all set to change that with

the launch of Indias first specially created Sugar Free Low Fat Diabetic Delight. In AmulSugar Free Probiotic Diabetic Delight frozen dessert, sugar has been replaced with zero

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calorie and low calorie sweeteners called fructooligo- saccharine. Fructo-oligo-saccharides(FOS) are soluble dietary fibres that improve the mineral absorption and bone health inaddition to increasing the disease-fighting ability of the body. Digestive enzymes sparinglydigest these sweeteners in the stomach or small

Amul probiotic wellness ice cream have been made to confer the health benefit of these

probiotics.

Who does Probiotic ice cream suit best?

EVERYONE who desires to live HEALTHY LIFE. Probiotic ice cream is enriched with livebeneficial cultures to help your overall well being and health.

Amul Probiotic wellness ice cream:

Improves immunity Improves digestion Prevent gut infection

Manages travelers diarrhea

Available in flavours & size:-

Amul Probiotic wellness ice cream is available in: 125ml/500ml+500ml free and 1.25 liters

in 5 flavours: Vanilla with chocolate sauce/Strawberry/chocolate/shahi Anjir and fresh litchi

price ranging from Rs.15 (125ml) to 110(1.25litrs).

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FINDINGS

The distribution channel for Amul Ice Cream

There are around seven manufacturing units for Amul Ice Cream in India.Out of

whichVasundhara Dairy, Boisar is the unit which supply the Ice Cream in Mumbai. From

this unit the ice creams goes to the CNF (Pawai). From there it is supplied to the distributor

point and then to the retail outlets, Catering Institution, Hotels and restaurants and Air-

kitchens etc. The Flow chart below shows the Distribution channel of Amul Ice Cream in

Mumbai.

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In the peak season there is a huge problem of supply of preferred products. For example, If

the retailer has ordered for party pack of Mango flavour, hes getting any other flavour

instead of that.

Even distributors are also facing problems in regarding the distribution. They are not gettingthe whole range of the products. Because of that they are also not able to fulfill retailers

demand properly.

AsI was working under Anuradha International Distributor point, I saw the same

problems faced by the retail outlets.

Anuradha International (Distributor)

The Distributor Amul Ice Cream under which I worked for the first phase of my SIP. It is

situated at Mustafa Bazar, Byculla (E). The owner of this distributor point is Alok Sacheti.

In Anuradha International there are three FOWs. These FOWs supply the Ice Cream to the

retail-outlets, APOs, Ice Cream Parlours and to the other segments of the Ice Cream market

in the provided area by the company. There is one computer operator, Mr. Amir Kawle who

makes the list of daily supply orders brought up by the Salesman. One accountant, Mr.

Ganpat Prajapati is there to manage all the accounts. There is a checker, Mr. Vijay who

manages all loading and unloading of Ice Cream for the supply. There are two salesmen who

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VasundharaDairy, Boisar

CNF, Pawai

Distributor

Point

Retailer Outlets

CateringInstitution

Hotels and

restaurants

Air-kitchens


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take orders from the retailers by visiting them. Apart from these employees, there are eight

more employees who does loading-unloading and go to the retail outlets with the FOWs

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Statement ofthe problem

Problems of Retailer (Data of 90 retailer)

1. Irregular supply

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2. Damage products- (10 out of 90) = 11.111%

3. Replacement (30 out of 90) = 33.3333%

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4. Current price charts (45 out of 90) = 50%

5. Deep freezer problems (5 out of 90) = 5.55%

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Project Objectives:

1. Create a chain of newretailers in new areas as well as old one

2. Availability and Awareness of Amul Probiotic Ice cream/Sugar free

.

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Methodology

1. Sampling

2. Questionnaire

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CLUSTER SAMPLING:

Here the whole area is divided into some geographical area and a definite number of

consumers were to be surveyed.Cluster sampling is sampling technique that is used whennatural groups are evident.

CONVENIENCE SAMPLING:

This type of sampling is chosen purely on the basis of convenience and according toconvenience. I visited Amul Parlour

1. Both sampling were taken because the entire Mumbai is a big area.

2. It made us easy in collecting the data from the parlors during the night.

SAMPLING:

1. Sampling Technique : Non probability sampling

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(A non probability sampling techniquesthat in which each element in the

population does not have an equalchance of getting selected)

2. Sample Unit : People who buy Amul ice-cream availablein Amul parlours.

3. Sample size : Total 931 respondents (Age rangingbetween 15 yrs to 50 yrs)

4. Method : Direct interview through questionnaire.

5. Data analysis method : Graphical method.

6. Area of survey : Mumbai.

Marketing Research Methodology:

In order to intercept the target group, we conducted the survey at various Amul Ice-creamscooping parlors across Mumbai, covering over 30 locations and over a thousand subjects.This provided ready access to subjects matching the targeted profile.

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The survey questionnaire is transcribed into a software format enabling quick integration of

results along with control and accountability of data. The entire operation is thereby carriedout on laptops by each member of the survey team.

More so, sales data of Amul Ice-cream distributors for retail outlets is collected tounderstand the consumption patterns for Amul probiotic & sugar-free ice-creams in differentregions of Mumbai.

In order to better assimilate the data, we have divided the area of Mumbai city into 4 zones.These zones have been constructed on the basis of similarity in lifestyle of populationresiding in the areas covered by each zone. This enables us to infer patterns in awareness anddemand data

DATA

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ANALYSIS

The whole Mumbai was divided in to four zone:

Total Data collected was 931

Zone 1 Data- 170

Zone 2 Data- 165

Zone 3 Data- 231

Zone 4 Data- 365

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The survey results can be expressed in 4 quantitative parameters, namely GeneralAwareness, Awareness of Amul SF/PB, Trial of Amul SF/PB and Willingness toTry Amul SF/PB.

General Awareness of Sugar free concepts:

This parameter expresses the percentage of consumers aware of the concept and the existenceof Sugar Free food products. This does not necessarily indicate awareness of Amul Products.It helps in making a comparison of the population aware of Sugar free products to that whichis aware of Sugar Free products at a conceptual level.

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Awareness of Probiotic concepts:

This parameter expresses the percentage of consumers aware of the existence of Probioticconcepts.

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Awareness of Amul sugarfree ice cream:

This graph shows the awareness of Amul Sugarfree ice cream & not aware of

Amul Sugarfree ice cream.

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Awareness of Amul Probiotic Ice cream:

Trial of Amul SF:

This parameter expresses the percentage of consumers who have tried Amul Sugar-Free ice-creams at least once.

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Trial of Amul PB:

This parameter expresses the percentage of consumers who have tried Amul Probiotic ice-

creams at least once.

Willingness to Try Amul SF:

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After conducting the survey, the consumers were explained the benefits of Amul Sugar-Freeice-creams. This parameter expresses the percentage of person willingness to try Sugar free.

.

Willingness to Try Amul PB:

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This parameter, however, does not represent absoluteness as the answers by the respondentsare at times influenced by the surveyors persuasion. They also vary with the effectiveness ofcommunication of benefits of Amul SF/PB ice-cream products by the surveyors to therespondents.

Even so, this data on a whole shows that the population that found probiotic ice-creams as anadvantageous product significantly outweighs the population that found sugar-free ice-creamsas an advantageous product.

RESULTS AT A GLANCE:

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0%

10%

20%

30%

40%

50%

60%

70%

80%

Sugar-Free Probiotic

79%

24%

38%

16%20%

14%

31%

59%

Mumbai Results

General Awareness

Awareness of Amul Product

Trial of Amul Product

Willingness to Try Amul Product

The above graph shows the percentage of population (for each of the 4 parametersmentioned) in the city of Mumbai.

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RECOMMEN

DATION

During our internship at Amul, we developed a deeper understanding of the working of the

ice-cream industry and the consumer response to the Sugar-free/Probiotic ranges of ice-

cream. In view of this, we would like to offer Amul our suggestions.

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As it is seen in the report, the awareness of SF/PB brands in Mumbai is very low. The

general awareness of sugar-free food products is relatively higher as a result of the

branding done for the product Sugar- Free by Zydus Cadila. Amul uses this

branding effort to leverage its SF range of ice-creams. However, Amul has taken

minimal initiatives to market its PB range of ice-creams, as a result of which, its

awareness and market acceptance lies very low.

The results of the research show that once the consumers have been communicated

the benefits of the Probiotic Ice-creams, about 60% of them find it advantageous. This

is a large potential for Amul to capitalize. Amul must therefore take initiatives to

communicate the benefits of probiotic ice-cream rather than merely advertising its

existence (as is being done today).

This can be done by using mass media, advertisements on all Amul ice-cream product

packages and providing banners to Amul scooping parlors / retailers. Our retailer

feedback also shows that only few parlors / retailers have knowledge of the benefits of

these products. Thus it is essential to educate them about the same, in order to induce

an influence on the consumers buying behavior.

The consumer feedback also showed that people had concerns about the side-effects

of the substitutes used to replace sugar in the sugar-free ice-creams. This was

particularly a response in the Zone 4 region. Thus it would be to Amuls advantage

to print a prominently visible note on the packages of the SF products, stating the

benefits of the product and that its constituents have no side effects.

We believe that both of these brands have a large scope in the urban Indian market if steps

are taken to make the masses aware of their existence and benefits.

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LEARNING:

During the course of this project, we learnt the following valuable traits.1) We got a first-hand experience of conducting a MR program to the scale of an entire city.

2) We developed an understanding of the working of the ice-cream industry from asales/marketing perspective.

3) We got an insight into the consumer psychology and the forces that drives the consumer tomake a purchase decision.

4) We learnt the dos and donts of this industry along with the various marketing strategiesused to generate both market push and pull.

5) We enhanced our project management and team management skills in the process ofworking to improve our project efficiency.

ACRONYMS:

1. AMUL : - Anand Milk Union Limited.2. SF : - Sugar free.3. PB : - Probiotic.4. GCMMF : - Gujarat Co-operative Milk Marketing Federation.5. PFA : - Prevention of Food Adulteration.6. FMCG : - Fast Moving Consumer Goods.7. FOS : - Fructo-oligo-saccharides.8. HUL : - Hindustan Unilever Limited.9. FOW : - Freeze On Wheel

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REFERENCES:

1. www.amul.com

2. www.amuldairy.com

3. www.google.com

4. www.marketresearch.com

5. www.dairy.com

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APPENDIX

QUESTIONNAIRE:-

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LOCATON COVERED:-

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Page 50

Santosh Kumar

Dadar

Matunga

Grant Rd. Mahim

Parte's Ice cream Parlour

Niraj Ice cream

Niraj Ice Creams

Shakun Agencies Garden View Parlor


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Page 51

AMUL ICE CREAM PARLOURS IN MUMBAI CITY

Srno

ParlourCode

Name of Parlour Contact No Person Incharge LocationStudentName

Status

1AMULMU

01Niraj Ice cream

Parlour9821546161 Mr Tamore Matunga Santosh

2AMULMU

02Food India Ice cream

Parlour9819656557 Mr Anil Andheri Mayank

3AMULMU

03Gita Enterprise 9323430221 Mr Keyur Kandivali Bhoomika

4AMULMU

04Sereno Ice cream

Parlour9869070185 Mr Bunty Mulund Nimesh

5AMULMU

05Sereno Ice cream

Parlour9869070185 Mr Bunty Mulund Nimesh

6AMULMU

06Samarth Ice cream

Parlour9892911911 Mr Bharat Dangat Andheri Amit

7AMULMU

07P.K.Enterprises 9870621720 Mr Padam Singh Andheri Abhay

8AMULMU

08Sarah Ice cream

Parlour9820159905/9820101532

Mr Ismail Khan Andheri Mayank

9AMULMU

09Sai Kripa Ice cream

Parlour9821448050 Mr Yogesh Shrama Andheri Mayank

10AMULMU

10Garden View Icecream Parlour

24229178/24379791 /

93228557124

DR C H Thatte Mahim Santosh

11AMULMU

11Ananya's Ice cream

Parlour67551054 Ms Sushama Singh Mulund NA

12AMULMU

12Ice Age Ice cream

Parlour29259626 /9323337690

Mr OmprakashLookhar

Santacruz

13

AMULMU

13

Food India Ice cream

Parlour 9819656557 Mr Anil Shail malad Mitesh

14AMULMU

14

Shree SwamiSamarth Ice cream

Parlour

28746706 /9833143030

Mr SameerKasbekar

Borivali Bhoomika


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THANK YOU

Documents

Modified Final Report