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The project on the topic “Study of the present and acceptance of Amul ice-cream in Shillong” is very important for the corporation. Amul ice cream was first introduced in Shillong in September 2009. It is through this project that Amul will get the feedback about the presence and acceptance of Amul ice-cream in Shillong
Citation preview
“THE TASTE OF INDIA”
A TOASTE TO THE WORLD
PRESENTED BY:EULAILY PAMTHET
NANDALALA SINGHAMOS
A BRIEF PROFILE OF THE ORGANISATION
Amul was formally registered on December 14, 1957. The brand name Amul, sourced from the Sanskrit word Amoolya, means priceless.
In 1973, the milk societies/district level unions decided to set up a marketing agency to market their products. This agency was the Gujarat Cooperative Milk Marketing Federation (GCMMF).
Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products marketing organisation.
Mr. P.G. Bhatol is the present Chairman.
Members: 13 district cooperative milk producers' Union
No. of Village Societies: 13,328Total Milk handling capacity: 11.22 million litres per day
Milk collection (Total - 2008-09): 3.05 billion litres
All Amul Ice Cream plants are ISO 9000-HACCP certified. Amul is in the process of getting ISO 22000 (Improved version) certification for all its plants.
The name Amul was most probably suggested by a quality control expert in Anand.
The name was short, memorable and
easily pronounced.
AMUL LOGO AND ITS IMPORTANCE
Symbol of “AMUL”(Anand Milk Union Ltd.)
is ring of four hands, which are coordinated
each other. The first hand is of Farmer,
second hand of Processor, third hand of
Marketer and fourth hand of Customer. It’s
the joint efforts & productive team work that
has enabled its success.
Sales TurnoverSales turn over of GCMMF from 1994 to 2009
Areas of Operation
Besides India, AMUL has entered overseas markets such as:
Mauritius, UAE, USA, Bangladesh, Australia, China, Singapore, Hong Kong and a few South African nations. Other potential markets being considered include Sri Lanka.
COMPANY PROFILE
HEADQUARTERS
INDUSTRY
TYPE
STATUS
COMPANY SIZE
FOUNDED
WEBSITE
ANAND GUJARAT , INDIA
DAIRY
GOVERNMENT AGENCY
ACQUIRED
1,500 EMPLOYEES
1973
http://www.amul.com
PRODUCTS
Over the years, Amul has come up with many products. There has been product line extension as well as product category extension. The picture below is a snapshot of various SBU’s of Amul.
About amul ice-cream
Amul Ice Cream was launched on 10th March, 1996 in Gujarat.
In 1997, Amul ice creams entered Mumbai followed by Chennai in 1998 and Kolkata and Delhi in 2002. Nationally it was rolled out across the country in 1999.
Amul ice-cream entered Assam in the end of year 2007.
It has combated competition like Kwality Walls, Mother Dairy
and achieved the No 1 position in the country. This position was
achieved in 2001 and it has continued to remain at the top.
Today the market share of Amul ice cream is 38%, 4 times
larger than its closest competitor of HUL having 9% of share.
Amul’s entry into ice creams is regarded as successful due to
the large market share it was able to capture within a short
period of time – due to price differential, quality of products and
of course the brand name.
Amul ice-creams product list 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, Fresh
Strawberry, Black Currant, Santra Mantra, Fresh Pineapple)
Sundae Range (Mango, Black Currant, Sundae Magic, Double Sundae)
Assorted Treat (Chocobar, Dollies, Frostik, Ice Candies, Tricone,
Chococrunch, Megabite, Cassatta)
Utterly Delicious (Vanila, Strawberry, Chocolate, Chocochips, Cake
Magic)
MISSION AND VISION
MISSION VISION
Expansion of distribution network, creative marketing, consumer education and product innovation.
The taste of India is to be a part of everyone's life. Its vision is quality and unity.
SWOT ANALYSIS OF AMUL ICE-CREAMStrengthAmul has a strong brand image
among the customers. Consumers believes whatever Amul provides is of good quality.
Amul’s market visibility is very high.
Amul sell milk and cream, instead of frozen dessert as it is said by other brands.
Weakness
Promotional activity of ice-cream is not at all up to the desired level.
The distribution do not have any cold storage facility.
Supply chain management of Amul is not very good.
Opportunity
Huge potential in the market. Consumers prefer to take and serve ice-creams in every occasion.
With increasing influence of media, consumers can be easily made aware of what Amul is providing in ice-creams.
APO (Amul Preferred Outlet), are those places where Amul products and ice-creams are easily available in the market.
Threats
The main competitor in the field of ice-cream for Amul is Kwality Wall’s along with local players like Rollick and Red Ribbon.
Margin given by local players is more than what Amul gives.
Other brands like Kwality Wall’s give more importance on mass media advertisement like Television.
In case of push-carts Kwality Wall’s and Rollick is having a huge market.
STUDY OF THE PRESENT AND
ACCEPTANCE OF AMUL ICE CREAM
IN SHILLONG
INTRODUCTION TO AMUL ICE CREAM
Amul ice cream was launched on 10th march, 1996 in Gujarat.
In 1997 Amul ice creams entered Mumbai followed by Chennai in 1998 and Kolkatta and Delhi in 2002. Nationally it was rolled across the country in 1999.
Today the market share of Amul ice cream is 38% share
SIGNIFICANCE OF THE PROJECT
The project on the topic “Study of the present and acceptance of Amul ice-cream in Shillong” is very important for the corporation. Amul ice cream was first introduced in Shillong in September 2009. It is through this project that Amul will get the feedback about the presence and acceptance of Amul ice-cream in Shillong
Not only has it grown at a phenomenal rate but has added a vast variety of flavors to its ever growing range.
In September, 2009 Amul ice cream wasintroduced in Shillong.
Amul’s entry into ice cream is regarded as successful due to the large market share it was able to capture within a short period of time
EXECUTIVE SUMMARY PROJECT TITLE : STUDY OF THE PRESENT AND ACCEPTANCE OF
AMUL ICE CREAM IN SHILLONG
ORGANIZATION : GUJARAT CO-OPERATIVE MILK MARKETING
FEDERATION LIMITED, GUWAHATI.
ORGANISATIONAL GUIDE : MR. APURVA MISRA, DEPUTY MANAGER
(SALES) , GCMMFL, GUWAHATI.
FEILD GUIDE : :MR. SAMIN ALI,EXECUTIVE (SALES)-SHILLONG DEPOT
DURATION : TWO MONTHS (4TH JUNE TO 3RD AUGUST, 2010)
PROBLEM STATEMENT
The survey on the Present and Acceptance of Amul ice-cream in Shillong covers only the main parts of Shillong. The sample size of the survey is 50,which include 10 for the retailers and 40 for the customers. The survey has been a difficult task as many of the respondents especially the retailers where not willing to disclosed their identity and contact number which can be of great used for the company in future.
METHODOLOGY INVOLVED
Research type : Exploratory type.
Sampling plan : The sample was selected on the basis of Random Sampling.
Sample size: The size is 50,10 for the retailers and 40 for the customers
Data source : Both Primary and
Secondary data.
Schedule design : A well
structured schedule comprised of
closed-ended, multiple choice and
dichotomous questions.
Method of Data collection :
Primary data were collected by face
to face interview with the help of a
well structured schedule and
secondary data were collected from
books, magazines/journals, and
websites
ANALYSATION
AND
FINDINGS
RETAILERS
1. Are you dealing in Amul Ice-cream?
RESPONSE PERCENTAGE %
YES 100%
NO 0%
YES NO0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
100%
0%
NOYES
INTERPRETATION:
The above graph shows that 10 out of 10 retailed respondents,
dealed in Amul Ice-cream that gives a 100% positive response
towards the product.
FINDINGS:
From the above diagram, it shows that Amul ice-cream receives
a positive response from the retailers which is a good sign for
the company to segment its market into more interior parts of
the state
2.Why do you deal in Amul Ice-cream?RESPONDENTS PERCENTAGE% RESPONDENTS PERCENTAGE%
Quality 70% Profit 10%
Demand 50% Location of supply
point
10%
Affordability 20% Brand Image 40%
70%
50%20%
10%
10%
40%QUALITYDEMANDAFFORDABILITYPROFITLOCATIONBRAND IMAGE
INTERPRETATION:
The pie diagram indicates;
Quality-70% supported that quality was the reason of dealing in Amul ice-
cream.
Demand-50% supported that demand was the reason of dealing in Amul ice-
cream.
Affordability-20% supported that affordability was the reason of dealing in
Amul ice-cream.
Profit-20% supported that profit was the reason of dealing in Amul ice-cream.
Location-10% supported that location was the reason of dealing in Amul ice-
cream.
Brand image-40% supported that Brand image was the reason of dealing in
Amul ice-cream.
FINDINGS:
From the above interpretation we can draw out that the most important reason that the retailers deals in Amul ice-cream is
because of the quality of the product, the demand that it creates in the market and the brand image of the company. Amul
ice-cream has made its presence in the market through its quality and brand image that create its demand in the market
3. What difficulties do you face in dealing with Amul Ice-ream?Respondents Percentage %
Unawareness of the
customers about the product
20%
Shortage of stock 100%
No proper distributing
channels
40%
0%20%40%60%80%
100%120%140%160%
20%
100%
40% NO PROPER DIS-TRIBUTION CHANNELSSHORTAGE OF STOCKUNAWARENESS OF THE CUSTOMERS
INTERPRETATION
Based on the graph shown above;
40% of the retailers complains that there is no proper
distributing channels from the company to deliver the
products on time.
100% of the retailers put forward that shortage of
stock is the main difficulty that the retailers had to face
from time to time while dealing with the customers.
20% point out that many customers are still unaware of
the presence of Amul ice-cream in the state.
FINDINGS
Many retailers face difficulties in dealing with Amul ice-cream
is due to the shortage of stock. The company was unable to
supply the required stock as per the demand in the market.
Many times the retailers had to send back the customers
disappointed because of the unavailability of the product. It is
found out that the company is unable to meet the necessary
stock required by the retailers most of the time. Distributing
channels is very poor from the company side. Many customers
are still unaware about the presence of Amul ice-cream in
Shillong. This has something to do with the marketing channels
of the company
3. How likely are you to continue doing business with Amul?
Respondents Percentage %
Very likely 80%
Neutral 20%
Very unlikely 0%
VERY LIKELY NEUTRAL VERY UNLIKELY0%
10%
20%
30%
40%
50%
60%
70%
80%
80%
20%0%
INTERPRETATION 80% of the retailers stick to continue
doing business with Amul. 20% are neutralFINDINGS: Majority of the retailers are planning to
continue the business with Amul. This paves the way for the company to segment its market to various remote parts of Shillong reaching every corner of the state as a whole
5.Your frequently visited customers fall under the age group of;
Respondents Percentage %
1-10 years 10%
10-20 years 20%
20-40 years 70%
40 years and above 0%
1-10 years 10-20 years 20-40 years 40 and above0%
10%
20%
30%
40%
50%
60%
70%
10%20%
70%
0%
INTERPRETATION
In the above figure the percentage of the age group of the daily
customers of Amul ice cream are shown.
10% falls under the age group of 1-10 years.
20% falls under the age group of 10-20 years.
70% are under the age group of 20-40 years.
FINDINGS
The age group between 20-40 years surprisingly receives the
highest percentage of being the frequent visitors of Amul ice-cream
retail stores. This gives the company to focus their future
customers within this age group but at the same time not to
neglect the other groups as well.
6. What are the categories of Amul ice-cream do you offer? Please tick all that apply.
Respondent
s
Percentage
%
Respondent
s
Percentage
%
Prolife 90% Cups 100%
Sugar free 70% Fundoo 50%
Exotica 90% Milk Bars 70%
Tricone 90% Dollies 40%
Sundae Swirl 90% Ice Candies 40%
0%20%40%60%80%
100% 90%70%
90% 90% 90%100%
50%70%
40% 40%
Percentage %
INTERPRETATION
The figure above depicts the percentage of the different categories
of Amul ice-cream offered by the retailers;
90% of the retailers offer Prolife, 70% offer sugar free, 90% offer
Exotica , 90% offer Tricone
90% offer Sundae Swirl, 100% offer Cups, 50% offer Fundoo, 70%
offer Milk Bars, 40% offer Dollies, 40% offer Ice Candies.
FINDINGS:
Here, Amul ice-cream (Cups) is offered by all the retail stores
dealing in ice-cream of the company. Prolife, Exotica and Sundae
Swirl are also offered and available in almost all the retail stores. It
is found out that the demand for cups is high and accepted in
every retail stores dealing in Amul ice-cream.
7. What flavor do you offer?Respondent
s
Percentage
%
Respondent
s
Percentage
%
Vanilla 90% Mango 80%
Strawberry 100% Pineapple 80%
Butterscotch 100% Orange 60%
Chocolate 90%
0%20%40%60%80%
100% 90%100% 100%
90%80% 80%
60%
Percentage %
INTERPRETATION
The above pie diagram indicates the percentage of each
flavour offered and available in every retail stores of
Amul ice-cream.
90% of the retailers offer Vanilla, 100% offer Strawberry,
100% offer Butterscotch,90% offer Chocolate,80% offer
Mango, 80% offer Pineapple and 60% offer Orange.
FINDINGS
Strawberry and Butterscotch are the leading flavors
which are available and offered by all the retailers.
Vanilla and chocolate are also offered by almost all the
retailers amounting to 90% of the retail stores.
8.Which season is your selling peak?Respondents Percentage%
Spring 0%
Summer 100%
Autumn 0%
Winter 0%
SPRING SUMMER AUTUMN WINTER0%
20%
40%
60%
80%
100%
0%
100%
0% 0%
INTERPRETATION
The graph above depicts the selling peak of
Amul ice-cream is 100% in summer.
FINDINGS
Amul ice-cream sells the most during summer
season which indicates that the demand is
very high during this period.
9. What percentage of customers are you expecting to join Amul ice cream in these years?
Respondents Percentage %
1-20 % 20 %
20-40 % 70%
40-60 % 10 %
60-100 % 0%
1-20% 20-40% 40-60% 60-100%0%
10%
20%
30%
40%
50%
60%
70%
20%
70%
10% 0%
INTERPRETATION
The figure above shows the estimated percentage of customers
that are likely to join Amul ice-cream in the near future.
20% of the retailers says that 1-20% are likely to join Amul
70% estimated that 20-40% will be joining Amul in future.
10% hope that 40-60% of customers will join Amul in future.
FINDINGS
Majority of the retailers are expecting that in the near future
the demand for Amul ice-cream will grow by 70%. It is quite
clear that the supply of Amul ice-cream needs to be increase in
order to meet the expected demand in the market in future
CUSTOMERS
1. Are you aware of Amul ice-cream?Respondents Percentage %
YES 100%
NO 0%
YES NO0%
20%
40%
60%
80%
100%
100%
0%
INTERPRETATION According to the figure shown in the
above,100% of the respondents are aware of Amul ice-cream.
FINDINGS Amul ice-cream is well known in
Shillong.
2. Are you aware of the following brands of ice-cream in Shillong? Please tick any number of brands that you know.
Responden
ts
Percentag
e %
Responden
ts
Percentag
e %
Kwality
Walls
90% Baskin &
Robbins
80%
Rollicks 60% Amul 100%
Vadilall 25% Red Ribbon 30%
Kwality Walls
Rollicks Vadilall Baskin & Robbins
Amul Red Ribbon
0%
20%
40%
60%
80%
100%
90%60%
25%
80%100%
30%
Percentage %
INTERPRETATION
The above pie diagram shows the percentage of the
awareness of the customers about the different brands of
ice-cream available in Shillong.
90% are aware of Kwality Walls, 60% aware of Rollicks,25%
are aware of Vadilall, 80% are aware of Baskin & Robbins,
100% are aware of Amul and 30% are aware of Red Ribbon.
FINDINGS:
Amul is leading ahead in comparison to other brands such
as Kwality Walls, Baskin &Robbins, Rollicks etc. when it
comes to its awareness among the customers in Shillong.
3. How do you come to know about the presence of Amul ice-cream in Shillong? Select all that apply.Responden
ts
Percentag
e %
Responden
ts
Percentag
e %
Family 40% Retailers 20%
Friends 40% Online 2%
Media 30% Dealer 10%
Family Friends Media Retailers Online Dealer0%5%
10%15%20%25%30%35%40%
40% 40%
30%
20%
2%
10%
Percentage %
INTERPRETATION:
The above diagram shows the percentage of the sources through which the
customer comes to know about the presence of Amul ice-cream in Shillong.
Family-40% came to know from their family,Friends-40% came to know from
their friends, Media-30% came to know from the media, Retailers-20% came
to know from the retailers
Online-2% came to know from online, Dealer-10% came to know from the
dealers.
FINDINGS:
It can be seen that family and friends act as the marketing tools for the
company making its presence among the customers. The company is quite
poor in its promotional activities which the management should focus in order
to capture the remaining market and increase the market share of the
company. It will be advisable for the company to advertised their products
through media.
4. How long have you been consuming Amul ice-cream?Respondents Percentage %Less than 1month 25%1 month –less than 3 months
20%
3 months-less than 6 month
25%
6 months above 30%25%
20%25%
30%
Less than 1month1 month –less than 3 months3 months-less than 6 month6 months above
INTERPRETATION:
The graph in the depicts the percentage of how long the consumer
has consumed Amul ice-cream.
25% says less than 1 month. 20% 1 month-less than 3months., 25%
3 months-less than 6 months., 30% 6 months above.
FINDINGS:
Amul ice-cream entered the market very recently in the year 2009.
Within this period, majority of the customers have consumed Amul
ice- cream for more than 6 months. This shows that Amul ice-cream
has been accepted in the market at its very initial stage which shows
the company makes its presence in the market quite fast.
5. How likely are you to consume our products?
Respondents Percentage %Very likely 30%Somewhat likely 25%Neutral 40%Somewhat unlikely 5%Very unlikely 0%
30%
25%
40%
5%
VERY LIKELYSOMEWHAT LIKELYNEUTRALSOMEWHAT UNLIKELYVERY UNLIKELY
6. Where do you purchase our products?Respondents Percentage %Outlets 35%Distributors 5%Telephone order 5%Through dealer 65%
OUTLET
S
DISTR
IBUTO
RS
TELE
PHONE
ORDER
THROUGH D
EALE
R0%
20%40%60%
35%5% 5%
65%
INTERPRETATION:
The above graph represent the percentage from where the
customer purchase Amul ice-cream.
35% from outlets,5% from distributors,5% from telephone
order,65% from dealers.
FINDINGS:
Majority of the customers purchase Amul ice-cream from the
dealers and followed by the outlets. There are few outlets of Amul
in Shillong which makes it difficult for the customers to obtain the
product.
7. Which flavor is your favorite?Respondents
Percentage %
Respondents
Percentage %
Vanilla 45% Mango 15%
Strawberry 35% Pineapple 15%
Butterscotch 45% Orange 15%
Chocolate 60%
Vani
lla
Stra
wbe
rry
Butte
rsco
tch
Choco
late
Man
go
Pine
appl
e
Orang
e
0%
20%
40%
60% 45%35%
45%60%
15% 15% 15%
Percentage %
INTERPRETATION:
The above pie diagram shows the percentage of flavors of ice-cream
that are preferred by the customers.
45% of the customers prefer vanilla, 35% prefer strawberry, 45%
prefer butterscotch, 60% prefer chocolate,15% prefer mango,15%
prefer pineapple,15% prefer orange.
FINDINGS:
Chocolate flavor is the most preferred flavor among all the flavors
of Amul ice-cream, followed by vanilla, butterscotch and strawberry.
8.Which categories of ice-cream do you prefer the most?Respondents
Percentage %
Respondents
Percentage %
Prolife 5% Cups 35%Sugar free 15% Fundoo 5%Exotica 10% Kulfi 5%Tricone 25% Milk Bars 25%Sundae Swirl
20% Ice Candies 10%
Prol
ife
Suga
r fre
e
Exot
ica
Tricon
e
Sund
ae S
wirl
Cups
Fund
ooKu
lfi
Milk
Bar
s
Ice
Candi
es0%
10%
20%
30%
5%15% 10%
25% 20%35%
5% 5%
25%10%
Percentage %
INTERPRETATION:
The above diagram indicates the percentage of the categories of Amul
ice-cream that are mostly preferred by the customers.
5% of the customers prefer Prolife. 15% prefer sugar free. 10% prefer
exotica. 25% prefer tricone.
20% prefer sundae swirl. 35% prefer cups. 5% prefer fundoo. 5%
prefer kulfi. 25% prefer milk bars. 10% prefer ice candies.
FINDINGS:
Most of the customers prefer the following categories of ice-cream i.e,
cups, tricone, milk bars etc. This is because of the handling ease.
9.Which season do you prefer to have ice cream?
Respondents Percentage %Spring 20%Summer 95%Autumn 25%Winter 10%
Spring Summer Autumn Winter0%
20%
40%
60%
80%
100%
20%
95%
25%10%
NTERPRETATION:
The above graph depicts the percentage of the customers who prefer
to consume ice-cream at different seasons of the year.
20% prefer to have ice-cream in spring.
95% prefer to have in summer.
25% prefer to have in autumn.
10% prefer to have in winter.
FINDINGS:
The highest percentage of customers consume ice-cream during
summer. The whether of Shillong is quite cold compared to other
places but with the effect of Global warming, the whether of Shillong
has become humid and hot these coming years. It will be advisable
for the company to increase its stock during summer
RECOMMENDATION It is advisable for the company to increase its stock in order to meet the daily demand of the retailers.
The management should take necessary measures as early as possible so as to avoid losing their existing customers.
Advertising should not be done only at the national level but it should also focus at the local level.
The present flavors are of good quality and taste but it would of great advantage if the company could introduce flavors such as Banana, Apple, grapes which is still rare in the market.
CONTINUE…….. It is expected that 20%-40% of customers are likely to join Amul
in the coming years, therefore the company should be prepared
right from now to face the challenge with its right stock and
distribution channels inorder to avoid disappointing customers
who have great expectations from Amul.
Amul ice cream is present only in the main city of Shillong
neglecting areas which infact they could have captured many
customers before any other players can take that opportunity.
It is time for Amul ice cream to segment its market not only in
Shillong but other parts of Meghalaya
It would be advisable for the company to open up Amul ice
cream parlour in different parts of the city.
CONCLUSION Amul is the leading brand name for products produced and marketed
by the Gujarat Co-operative Milk Marketing Federation (GCMMF).
GCMMF is an apex body of milk co-operative in Gujarat and heralded
the ‘White Revolution’ in India that turned the country from having a
milk-deficit to the largest milk producer in the world.
Amul is the oldest and the most established dairy brand in the country,
with its first product, Amul Butter being marketed since 1946.
Amul ice-cream was launched on 10th March,1996 in Gujarat.
In a short span of 6 years Amul has become the No.1 ice cream brand
in the country.
CONTINUE……….
Today the market share of Amul ice cream is 38% share against
the 9% share of HLL, thus making it four times larger than its
closest competitor.
Amul ice cream was introduced in Shillong in the September 2009
Within 6 months Amul ice-cream receives a positive response
from the retailers which is a good sign for the company to
segment its market into more interior parts of the state
Amul ice-cream has been accepted in the market at its very initial
stage which shows the company makes its presence in the
market quite fast.
Most of the customers consume ice cream during summer.
THANK YOU