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7/27/2019 amul Sip presentation
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TO ENHANCE THE VISIBILITY AND
PENETRATION OF AMUL ICE-CREAM IN
PATNA MARKET AT RETAIL LEVEL
By :-Nishita
50026
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PENETRATION •Penetration is a measure of brand
VISBILITY
•Visibility can also refer to a company's presence in the
marketplace.
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GCMMF (Gujarat Co-operative Milk Marketing Federation Ltd.)
Members 13 district cooperative milk producers union
No. of village societies: 15,760
No. of producers members 3.1 million
Total milk handling capacity: 13.67 million liters per day
Milk collection(daily average 2010-2011): 9.4 million liters
Milk drying capacity: 647 mtr. per day
Cattle feed manufacturing capacity:
Sales turn over(2010-2011):
3690mtr.per day
97.74crores(US$ 2.2 billion)
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AMUL
• Formed in 1946
• Started out of white Revolution
• Formed by Dr Verghess Kurien
• Largest food brand in India
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MARKET SHARE
source Busniess Map of India, Netscribes(India)Pvt.Ltd ).
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SUPPLY CHAIN
Manufacturing Unit
(IDPL in Kolkata)
Carrying &Forward Agent
Distributor
Retailers & Vendors
Consumers
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Porter’s 5 forces: Industry Analysis
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Buyer Power:-
•Bargaining power of customer is high
•Customers are able to substitute from one brand of ice- cream to another
Supplier Power:-
•
Empower the milk producers
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Threat of substitutes:-
•
No perfect substitute
Potential Entrants:-
•Requirement of large source of capital
Industry Rivalry:-
•The principal competitors in the ice-cream industry are large,
diversified companies with significant greater resources.
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SWOT ANALYSIS IN PATNA
STRENGTH
•Brand Image
•Market Position
•Quality
•Variety
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WEAKNESS
•Less number of Pushcart
•Lack of Supply
•Offer & Schemes
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OPPORTUNITIES
• Sugarfree & Probiotic
Wellness Ice cream
•Tie-up with food chains,
restaurant
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THREAT
•Cut throat competition.
•Lack of Brand Loyalty.
•Job Hopping
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MAJOR COMPETITORS
BRANDS LOCAL PLAYERS
Vadilal, Kwality Walls etc Golden, Treat etc
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OBJECTIVE
Primary objective:
The main objective of the project is to enhance the visibility and penetration of
Amul ice-cream in Patna market at retail level
Secondary objective:
To identify the issues related to retailers.
To take the retailers feedback regarding the service
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RESEARCH METHODOLOGY
• Research Design: Descriptive
• Data Sources:
Primary Data: Questionnaire
Secondary Data: Data given by Amul office like distributors list etc
• Research Tool: Questionnaire
• Sampling Methodology:
Sample Frame: Retailers in Patna
Sample Size:50Sampling Method: Convenient Sampling
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ANALYSIS
The detail analysis of questionnaire is done by the graph & t-test
Factors important for retailer for stocking Ice cream
•Brand Image
•
Profit Margin•Supply
•Price of product
•Range of product
•Visibility
•Demand of product
•Offer & Schemes
E l ti
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Explanation: Null hypothesis (H
o): There is no significant difference in the perception of retailers for the Brands
of the two companies. Alternative Hypothesis (H
1): There is significant difference in the perception of the retailer of the
Brand Image of the two companies. T-Test: Paired Two Sample for Means
Amul Kwality
Mean 4.16326531 3.959184
Variance 0.55612245 0.581633
Observations 49 49
Pearson Correlation 0.04859219Hypothesized Mean Difference 0
df 48
t Stat 1.37306602
P(T<=t) one-tail 0.08805624
t Critical one-tail 1.6772242
P(T<=t) two-tail 0.17611248t Critical two-tail 2.01063472
From above output we can see that p-value is 0.17 which is larger as compared to the alpha-value 0.05.
So here we accept the null hypothesis and arrive at the conclusion that there is no significant difference in the
perception of the retailers of the Brand Image of the two companies.
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FINDING
• Strong Brand Image
• Irregular supply
• Lack of presence in Push cart segment
• Customer first choice
•
Lack of advertisement
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RECOMMENDATIONS
• Need to improve supply scenario
• Need to increase Number of push cart
•Good distributors and retailers should be awarded
• Need to increase advertisement material
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LIMITATIONS
•The time period of the project was 8 weeks, which may not enough
to understand the whole market.
•Findings are based on the assumption that the respondents have
revealed the correct information. There might be other possibility i.e.
hiding of data by shopkeepers, sharing of personal grievances aboutthe company which can hinder the result.
•Being peak season many retailers were busy and did not give time
to conduct survey.
•Some of the data like sales figure, amount of delivery and profit
margin the retailers didn’t want to share.
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THANK YOU