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Scope and Creation of Amul Parlors in educational institutes and
Organisations
Abhishek Gupta
Ms. Vandana Gupta
Marketing Research
17 August 2011
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Gupta 1
Abhishek Gupta
Ms. Vandana Gupta
Marketing Research
17 August 2011
Scope and Creation of Amul Parlors in Organisations
Amul . leader in dairy products has a great influence on the students in Educational
institutions and employess working in organizations as it plays a vital role in providing the
necessary nutrients.
The competition which an organization faces now a days is not of man power, its the mental
ability which is under pressure and is challenged.Linking the institutions/organization with
Amul products and parlors is to expand their market sharE and secondly to provide healthy
products to the students,employees,customers etc in the place area.
Firstly, this project is undertaken to convince educational institutions and
organizations in Noida and Greater Noida region for creating the Amul parlor in their
premises by telling them about the benefits they would get if they get parlor install. This is
one of the ways through which Amul wants to achieve its target of opening 10000 more amul
parlors by the end of 2012 and secondly to provide health benefits or rather providing quality
products to consumers at an affordable prices.
Secondly, this project aims at finding the scope of Amul products and parlors in
Educational institutions and organization. This is basically to find the consumer preference
towards Amul dairy products and parlours through the mode of questionnaire.
Amul believes is value for money which is not just about low prices-it means offering the
best quality products at the most reasonable prices.
Amul now needs to challenge their distribution to reach markets of noida and greater noida
area with innovative products and services so that more and more consumers benefit from
their wide and expanding range.Their Federation is taking steps both to deepen market
penetration as well as to accelerate its growth.
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Gupta 2
Amul Parlors
Amul has come out with a unique concept of Amul Parlours. They have classified
themunder four types namely:
Center for excellence
On the Move
Amul Parlours
Amul Preferred Outlets
Center for Excellence:These Amul Parlours are specifically at a place, which has a class of excellence
of its own. We can find such parlors at the Infosys, IIMA, NID Ahmedabad
etc.26
On the Move:
These parlors are at the railway stations and at different state bus depots across different
cities.
Amul Parlours:
These parlors can be seen at different gardens across different cities.These are fully
owned by Amul.
Amul Preferred Outlets:
These are the private shops that keep the entire of product range of Amul. They also
agree not to keep any competitor brands in the outlets. They can keep other brands that
are in the non-competitor category. Amul has more than 6000 such outlets right now. It wants
to have 1,00,000 parlors by the end of the year 2020
The Gujarat Cooperative Milk Marketing Federation (GCMMF) which markets the
popular Amul brand of milk and dairy products crosses the 2 billion dollar sales turnover
mark. During the financial year 2010-11, GCMMF registered a topline growth of 22.1%,
achieving turnover of Rs 9774 crore.The results of the apex body of the dairy cooperatives in
Gujarat were declared on 21st June 2011, in the 37th Annual General Meeting of
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GCMMF.GCMMF, chairman, Parthibhai G. Bhatol said that this performance is even more
remarkable, when viewed from the perspective that the organization was able to achieve 1
billion dollar turnover in the 33rd year of its formation while it took only just four more years
to add another one billion dollar to its turnover. Turnover of GCMMF registered CAGR of
23% during the last 4 years. 'GCMMF plans to achieve turnover of Rs 12,000 crores in the
year 2011-12," he said.
Discussions of Research Questions:
First question is about the awareness about any dairy brand. This is to know if the concerned
person takes interest in dairy products or not. Second question deals with fact that if you
prefer branded dairy products or you use local products. A very important thing is money. So
the third question is about finding how much a customer spends on dairy products daily. To
see the impact of a brand , fourth question is about the brand name which comes first to their
mind.
After the awareness about brands another thing which is important is how much weightage
does that brand have in a customer choice. So fifth question deals with that. Coming directly
to the Amul products. Which products of Amul has he/she tried, question six and seven
focuses on that. And the different attributes that Amul products focuses on is aimed in
question nine. The most economical brand is questioned as no. eight. How much
advertisements play a role in customers choice is seen in question twelve.
Combining all the results from all the questions we get a rough idea about the choice and
preferences of the customer and on that basis an analysis can be done.
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Data Analysis:
Table 4.1 Awareness of dairy products brand
AWARENESS OF DAIRY
PRODUCT Column1 Column2
Yes 120
No 0
FIGURE 4.1 Awareness of dairy products brand
INTERPRETATION:
After doing the analysis, it shows that 100% of the respondents were aware about dairy
products brands. So awareness is not an issue for Amul.
0
20
40
60
80
100
120
140
Yes No
No.ofstude
nts
Awareness of dairy products brands
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Table 4.2 Preference of branded or non branded product
FIGURE 4.2Preference of branded or non branded product
INTREPRETATION:As our results show that most of the respondents prefer branded dairy
products and this information is very important to know as Amul is a big brand. 117
respondents out of 120 prefer branded dairy products and just 3 of them goes for non branded.
Gupta 6
0
20
40
60
80
100
120
140
Branded product Non Branded product
Series1
what do you prefer? Column1
Branded product 117
Non Branded product 3
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TABLE 4.3Level of spending on daily on dairy product
FIGURE 4.3Level of spending on daily on dairy product
INTREPRETATION:
For any product to grow, customers spending capabilities needs to be analyzed. In case of
dairy products around 70% of the people are fine with spending more than RS.31 daily on
dairy products. So the rising price in dairy products would not be much of a issue for Amul.
Gupta 7
0
5
10
15
20
25
30
35
40
45
50
RS.20 TO RS.25 RS.26 TO RS.30 RS.31 TO RS.36 RS.37 AND MORE
NO.OF
STUDENTS
SPENDING ON DAIRY PRODUCTS ON DAILY
BABSIS
Level of spending on daily on dairy product Column1 Column2
RS.20 TO RS.25 10
RS.26 TO RS.30 25
RS.31 TO RS.36 40
RS.37 AND MORE 45
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Table 4.4 Brand comes to your mind first
FIGURE 4.4Brand comes to your mind first
INTREPRETATION:
A customer generally buys that product which has an impact on his mind and its name come
up as soon as he thinks of buying that category product. Two names are very prominent in a
customers mind, Amul and Mother dairy. But still amul takes the lead.
Gupta 8
0
10
20
30
40
50
60
70
AMUL MOTHER DAIRY GOPAL JEE NESTLE PARAS
NO.OFST
UDENTS
BRAND WHICH COMES 1ST TO MIND WHEN
YOU THINK OF DAIRY PRODUCT
Brand comes to your mind first Column1 Column2
AMUL 60MOTHER DAIRY 40
GOPAL JEE 10
NESTLE 5
PARAS 5
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Preference of brands of dairy products.
Table 4.5 Scaling of Amul.
Scaling of Amul Column1
1 5
2 5
3 25
4 30
5 55
FIGURE 4.5 Scaling of Amul
INTREPRETATION:
Individual products and brands have their own preference by the customers. So here we see
the preference of Amul. Almost 50% of the people prefer amul because on the scale on 1 to
5,total of 55 respondents out of 120 have scaled it 5.
0
10
20
30
40
50
60
1 2 3 4 5
NO.OFSTUDENTS
RATING OF BRAND AMUL ON THE SCALE OF 1 TO 5 BEING 5 THE HIGHEST
RATING OF BRAND AMUL
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Table 4.6Scailng of Mother Dairy.
Scaling of Mother dairy Column1
1 22 18
3 30
4 30
5 40
FIGURE 4.6 Scaling of Mother dairy
INTREPRETATION:
Individual products and brands have their own preference by the customers. So here we see
the preference of Mother diary. 40 out of 120 people have scaled Mother diary 5 on the scale
of 1 to 5 where as for Amul it was 55 out of 150 and 30 of them have scaled Mother dairy as
4 which states that Mother dairy is giving Amul a tough competition.
0
5
10
15
20
25
30
35
40
45
1 2 3 4 5 6
NO.OFSTUDENTS
RATING OF BRAND MOTHER DAIRY ON THE SCALE OF 1 TO 5 BEING 5 THE
HIGHEST
RATING OF BRAND MOTHER DAIRY
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Table 4.7Scaling of Gopal jee
FIGURE 4.7 Scaling of Gopal jee
INTREPRETATION:
Individual products and brands have their own preference by the customers. So here we see
the preference of Gopal jee. Its a mixed response for Gopal jee.
0
5
10
15
20
25
30
35
40
45
1 2 3 4 5
NO.OFSTUDE
NTS
RATING OF BRAND GOPAL JEE ON THE SCALE OF 1 TO 5 BEING 5 THE HIGHEST
RATING OF BRAND GOPAL JEE
Scaling of gopal jee Column1
1 10
2 10
3 40
4 30
5 30
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Table 4.8 Scaling of Nestle.
Scaling of nestle Column1
1 15
2 20
3 20
4 25
5 40
FIGURE 4.8 Scaling of nestle
INTREPRETATION:
Individual products and brands have their own preference by the customers. So here we see
the scaling of Netle. Here we see that nestle didnt even get a 5 rating preference by any
customer. So it could be easily concluded that respondents prefer it but it is not the top
preference.
0
510
15
20
25
30
35
40
45
1 2 3 4
NO.OFSTUDENTS
RATING OF BRAND NESTLE ON THE SALE OF 1 TO 5 BEING 5 THE HIGHEST
RATING OF BRAND NESTLE
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Table 4.9 Scaling of Paras
Figure 4.9 Scaling of brand Paras.
INTERPRETATION:-
It could be clearly resulted that respondent find brand Paras as Average brand because 40 out
of 120 have scaled it 3 which stands for Average mark.
0
5
10
15
20
25
30
35
40
45
1 2 3 4 5
NO.OFST
UDENTS
RATING OF BRAND PARAS ON THE SCALE OF 1 TO 5 BEING 5 THE
HIGHEST
RATING OF BRAND PARAS
Scaling of Paras Column11 10
2 25
3 40
4 30
5 15
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Table 4.10 ever tried Amul products.
Ever tried amul products Column1
YES 115
NO 5
Figure 4.10 ever tried Amul products
INTERPRETATION:-
According to the data collected and analysed it could be very clearly stated that Amul is the
most widely popular brand.96% of the total have already tried Amul dairy products which
means respondents are fully aware of the quality and price of the products.
96%
4%
EVER TRIED AMUL DAIRY PRODUCTS
YES
NO
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Table 4.11 Amul product which comes to your mind first.
Figure 4.11Amul product which comes to your mind first.
INTERPRETATION:
According to the data analyzed it could be clearly resulted that when is comes to Amul
products 50 out of 120 respondents replied Milk in the 1ST
instance that comprises total of
42% of the respondents, following it comes butter comprising of 25% of the total respondents
and then ice-creams, curd etc.
42%
8%
25%
17%
8%
AMUL PRODUCTS
MILK
CURD
BUTTER
ICE CREAM
PANEER
Column1
MILK 50
CURD 10
BUTTER 30
ICE CREAM 20
PANEER 10
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Table 4.12 most price effective brand
FIGURE 4.12most price effective brand
INTERPRETATION:
When it comes to price effective brand,here also Amul tops the list.50 out of 120 which
comprises of 42% states that Amul is the most price effective brand keeoing quality and other
factors in mind. Following it comes Mother dairy and others are at same level.
0
10
20
30
40
50
60
AMUL MOTHER
DAIRY
NESTLE GOPAL JEE PARAS
NO.OFSTUDENTS
MOST PRICE EFFECTIVE BRAND
Most price effective brand Column1 Column2
AMUL 50
MOTHER DAIRY 30
NESTLE 10
GOPAL JEE 10
PARAS 10
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TABLE 4.13
Figure 4.13 scaling of Amul products on the certain attributes
0
10
20
30
40
50
60
70
80
PRICE QUALITY SOFTNESS SWEETNESS SCHEMES
NO
.OFSTUDENTS
SCALING OF AMUL PRODUCTS ON CERTAIN ATTRIBUTES
ATTRIBUTES OF AMUL PRODUCTS
POOR
AVERAGE
GOOD
EXCELLENT
Scaling of amul products
based on different
attributes? Column1 Column2 Column3 Column4 Column5
PRICE QUALITY SOFTNESS SWEETNESS SCHEMES
POOR 2 0 0 0 0
AVERAGE 28 8 20 15 20GOOD 60 52 70 65 50
EXCELLENT 30 60 30 40 50
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INTERPRETATION:
According to the data collected and analyzed it could be clearly resulted that 50% of the
respondents have scaled price of Amul as good.Earlier also Amul was stated as the most price
effective brand.
When it comes to quality Amul products are being scaled as excellent by most of the
respondents.60 out of 120 find quality of Amul products superior than any other brands.
When it comes to softness and sweetness of Amul products even their also it has been scaled
as good,which taste thickness softness all have upper hand in case of Amul brand.
As far as schemes of Amul products are concerned 100 of them have scaled it good and
excellent as Amul provides various discounts and offers to consumers who buy directly from
Apos.
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Table 4.14 Other factors influencing consumer behaviour
Figure 4.14 Other factors influencing consumer behaviour
INTERPRETATION:
It can be noticed that everything thing is important like packaging , promotion , offer ,
hygiene . but packaging is one thing which is given a bit of a preference which can seen in the
last column.
0
5
10
15
20
25
30
35
1 2 3 4 5
PACKING
PROMOTION
OFFERS
HYGINE
Other factors influencing consumerbehavior Column1 Column2 Column3 Column4
PACKING PROMOTION OFFERS HYGINE
1 20 25 30 25
2 25 25 25 25
3 25 30 25 30
4 23 20 20 20
5 27 20 20 20
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Table 4.15 advertisement affecting your buying decision
Figure 4.15Advertisement affecting your buying decision
INTERPRETATION:
According to the data collected and analyzed it has been resulted had advertisement affects
the consuming decision of respondents.58% of the total respondents says they buy things
watching advertisements.
58%
42%
ADVERTISEMENT AFFECTING YOUR
BUYING DECISION
YES
NO
Advertisement affect your buying decision Column1
YES 70
NO 50
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Table 4.16Satisfied with current canteen or cafe
Figure 4.16Satisfied with current canteen or cafe
INTERPRETATION:-It clearly states that 58% of the total respondents are not satisfied with
the current cafes and canteen running because of the quality of food,price,taste etc.Hygineand cleaniness is what matters to the respondents which is not up to the mark.
42%
58%
SATISFIED WITH CURRENT CATEEN
RUNNING
YES
NO
Satisfied with the current canteen? Column1
YES 50
NO 70
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Table 4.17 preference of Amul parlours in premises
FIGURE 4.17preference of Amul parlours in premises
INTERPRETATION:-
Data collected and analyzed clearly results that 75% of the total respondents wants to get
Amul parlours being created in the premises so that they can atleast be provided with healthy
products all day while.
75%
25%
PREFER OPENING OF AMUL PARLOURS
YES
NO
Preference of an Amul parlour in premises. Column1
YES 90
NO 30
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Level of spending on daily basis * Most price effective brand Crosstabulation
Count
Most price
effective
brand
Paras Total
level of spending on
daily basis
Rs 26 - Rs 30 0 1
Rs 31 - Rs 35 5 53
Rs 36 - Rs 40 7 66
Total 12 120
Gupta 22
Table 4.17 level of spending on daily basis * Most price effective brand Cross
tabulationCount
Most price effective brand
Amul
Mother
Dairy Gopaljee
level of spending on
daily basis
Rs 26 - Rs 30 0 1 0
Rs 31 - Rs 35 30 14 4
Rs 36 - Rs 40 42 17 0
Total 72 32 4
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Figure 4.18 Level of spending on daily basis * Most price effective brand Cros
stabulation
INTERPRETATION:-
According to the data collected and analyzed,it clearly shows that respondents who can spent
RS.36 TO RS.40 finds the brand Amul as the most price effective and reasonal brand when it
comes to consuming of dairy products.Second in a row is mother dairy and following it is
paras.Respondents who can spent RS.31 TO RS 35 also prefer the brand AMUL but the
percentage of respondents id less as compared to the earlier.This concludes that in both the
price range respondents prefer the brand Amul.
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There are few findings which came out of the research:
There are few outlets in educational institutes, Amity being one of them and feworganisations like HCL have it too.
The outlets order processing from distributor or company is done by phone orcompanies sales person who used to visit distributors office and APOS.
The APOS & A class outlets have their separate department for AMUL icecream/product.
The logistic involved for making products available to the final customers are temposor trucks depend upon the order by distributor.
The consumer level of acceptance towards AMUL product is very high.
The APOS & A class outlets did not face any difficulty / problem about supply ofmaterials provided by the company.
Lake of Awareness in consumers. Many people are not know about Amul differentproducts
As I found that the main product of Amul is Milk and company firstly wants tocapture maximum market share in milk market which is approx. 66%, after this Amul
is concentrating upon butter & cheese which has market share of approx. 88%, so it isnot concentrating upon icecream more at this point of time.
When I interviewed people then many of the people can not recall Amul icecreamadvertisement. It shows Lack of Promotional Activity.
There is lack ofSales Promotional Activities i.e. , extra weight, quiz contest etc.
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Mother Dairy is main competitor .
I find the main thing is that Amulbrand name has very good image in consumersmind and they consider it as Pure & Good Product.
People who have tasted Amul Icecream are not ready to purchase the same againbecause of improper availability.
Summary of The Findings:
Thus this study brings our focus on the new range of Amul products and their benefits on a
daily basis. The promotion of these products through Amul parlor in different organization
and institutes forms the basis of the study. Dairy products are the daily needs of a every
human being. So a dairy brand will not satisfy customer these days. A product with health
benefits is what a customer desires. Amul parlors is a bright idea for the promotion of the
company. Students specially require dairy products on daily basis to keep them going. AndAmul parlors in the campus itself will be great benefit to the students. This concept also
works fro the employees of the organizations. Their requirements of healthy eating can be
fulfilled by the Amul products. The competition is getting tougher day by day. So the image
in the minds of the people have to maintained. Otherwise slowly they might give away their
trust to the other brand. A finding which needs to be kept in mind is the awareness part. Amul
parlors are not that famous yet. They need to open outlets in the markets where a common
man visits. Most the people are still not aware about such parlors. So when they go to super
market they might uy any other brand other than Amul as there are many options. But instead
all this these facts Amul brands still have a strong bond with the customers and through the
promotion of Amul parlors it will grow by the day.
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Recommendations:
In order to maintain and increase the sales in Amul parlors in the NCR region, the
following recommendations regarding Amul Prolife ice cream; particularly regarding
advertisement, distribution, promotional policies, etc, are hereby suggested:
First and foremost Amul should take proper action in order to improve service,because although being on a top slot in Butter and milk supplies it does not get the
sales in icecream, which it should get.
Company should use brand ambassador which attracts each age segment i.e. SaniyaMirza, Shaktimaan, Amitabh Bachchan, Superman, Krrish, Jadoo etc.
Amul should give local advertisements apart from the advertisements given at thenational level. Local advertisement must mention the exclusive Amul shops and
parlors of the city.
Company should launch Prolife sugarfree icecream in Amul parlors in new attractivepacking to change image of Amul icecream in consumers mind
Company should introduce sales promotion schemes like free weight, cutting knife,contest,free gifts etc.
The company should promote their products more on the basis of healthy eating dueto the changing consumer tastes and preferences.
Company should have to open more APOS & A class outlets because total number ofoutletsn NCR is very less.
Gujarat milk marketing federation is a cooperative society. It has done a good
job in milk marketing, making way for poor villagers earnings. It not only provides
effective returns to the farmers but also take cares of the customers interests. It serves for
customers on the basis of Indian ethics. They provide milk of better nutrients, better
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qualityproducts, regularly and help in meeting the countrys need of daily milk requirements.
Through their interpersonal faith and cooperation Amul got this success history besides
facing various difficulties
Branding of Amul is completely different than any other traditional brand that you
encounter. Their branding budgets are far less than many other companies, still there is hardly
any Indian who is not aware of Amul. Its interesting to note that Amul is seen very less on
tradition media outlets like Television and Newspapers. However, their hoardings Ads are a
real treat to watch. They pick-up the most buzzing current topic and integrate it with their
Brand Amul and come out with some really funny and catchy hoardings. Some of them are
real classics.
Doing market research about the AMUL through the mode of questionnaires is was
an interesting work.Amul,the brand itself has created such a perfect image that not even a
single organization needed a bit of information and description about it. After visiting
organizations and colleges we got to know almost 95% of trust the brand amul and our brand
conscious when it comes to consuming dairy products.Through the mode of questionnaire we
could easily conclude that most of the people treats amul a superior brand than any other
dairy product brand.