Demand Estimation and

Marketing of Amul’s Frozen

Paneer in Chandigarh Market

By Manvir Singh
Objective of study:

 To compare the price and to estimate the

demand of fresh paneer in the Chandigarh
market.
 Promotional Activities and other marketing
strategies to increase the sales of Amul
frozen paneer.
 Main Objective is to market the product in
the institutions based in Chandigarh.
PRODUCT PROFILE

 Amul frozen paneer or Amul malai

paneer is the paneer with 0% moisture
in it and is tested on high quality
standards and parameters.
 The life of frozen paneer is of 6 months
when kept at -18degree Celsius.
 Amul frozen paneer is made from full
fat milk and has all the nutritional
contents.
 Higher fat content (26%-27%) and
lower moisture content than other loose
paneer available in the market. This
gives Amul Frozen Paneer smooth,
uniform texture , and softness that most
consumers desire.
 Amul Frozen Paneer is processed under
hygienic conditions unlike the locally made
paneer and being sold in open. It is in the
most convenient form of diced / block frozen
paneer which can be stored in deep freezer
for usage at any time.
 Diced paneer is available in three packs viz.
100g, 200g, and 1kg pack in heat sealed
poly pouches to ensure the best quality.
Recently Amul have launched block paneer
in 100g, 200g, 500g and 1 kg packs in
aluminum foil and paper carton over it.
 Before the usage of frozen paneer it is to be
kept in lukewarm water for 10 minutes so
that it regains it’s softness.
 Amul Frozen Paneer costs Rs170 per kg at
retail outlets but it’s price for hotels /
restaurants or in wholesale is Rs155 per kg.
RESEARCH DESIGN

RESEARCH PROBLEM

▪ Increase the awareness level of Amul Frozen Paneer.

▪ Seek the general perception of consumer towards Amul frozen paneer.
▪ To market the product in hotels / restaurants of chandigarh.
▪ To know the consumer psyche and their behavior towards Amul Frozen
Paneer.

RESEARCH OBJECTIVES AND RELATED SUB-OBJECTIVES

▪ To know the price at which the hotels / restaurants of chandigarh buy the
paneer.
▪ To know the daily consumption of paneer in their institution.
▪ To know the major competitors in the paneer market.
▪ To know the factors which affects consumer’s buying behavior to
purchase paneer.
 INFORMATION REQUIREMENT

▪ First, I had to know about all the competitors

present in the paneer market (branded and
reputed as well as local and non branded paneer)
▪ Before going for the survey I had to know the
comparative packs and prices of all the
competitors existing in the market.
▪ Most importantly I had to know about the product
and how the product is to be used.

DECIDE RESEARCH METHOD FOR COLLECTING

DATA

▪ Survey method was used for the collection of data.

 RESEARCH INSTRUMENTS TO BE USED FOR
COLLECTING DATA

▪ A questionnaire was prepared keeping the objective

of research in mind.
▪ Questions were asked to the respondents as
regards to their purchase and daily consumption of
paneer in their institution and about their
willingness to use the frozen paneer.

SAMPLE SIZE TAKEN

▪ I visited 60 institutions which I was asked to and

asked the questions to purchase manager or head
chef regarding my survey.
The Findings of the survey

1) Do they use paneer in their hotel or

restaurant?
A) Yes B) No

(*) Every respondent said Yes i.e every

hotel/restaurant I visited use the paneer.
2) Do they make it or buy it from market?

A) Make paneer (5%) B) Buy paneer(95%)

Make Paneer
Buy Paneer

(*) Very few of the respondents make paneer on their

own.
3) At what price they purchase the paneer per kg?
A) Rs110-Rs120 (14%) B) Rs120-Rs130 (76%)
C) Rs130-Rs140 (6%) D) Rs140-Rs150(4%)

Rs 110-120
Rs 120-130
Rs 130-140
Rs 140-150

(*) Most of the institutions buy paneer between Rs 120-130.

4) From where they buy the paneer?

A) From local dairy suppliers

B) From company’s made branded paneer.

(*) Every respondent said that they buy it from local

dairy suppliers. Most of the institutions buy
paneer from Baba dairy and Guru Nanak Sweets.
5) Is paneer easily available in the market?

A) Yes B) No

(*) Every respondent said Yes i.e paneer is easily

available in the market.
6) They purchase paneer on

A) Credit B) Cash

(*) Every respondent makes paneer transaction on

credit except The Party Time of sec 35.
7) How much is the daily consumption of Paneer in
there institution
A) 1 - 5 Kg (16%) B) 5 - 10 Kg (32%) C) 10 - 15 Kg (16%)
D) 15 - 20 Kg (8%) E) 20 - 25 Kg (3%) F) 25 - 30 Kg (8%)
G) 30 - 35 Kg (11%) H) 35 - 40 Kg (6%)

1 - 5 Kg
5 - 10 Kg
10 - 15 Kg
15 - 20 Kg
20 - 25 Kg
25 - 30 Kg
30 - 35 Kg
35 - 40 Kg

(*) The daily consumption of most of the institutions is

up to 20Kg per day.
8) For how many days they can store the paneer
A) 1 B) 2 C) 3
D) More than 3 days

1 Day

2 Days

3 Days

(*) All the institutions buy paneer on daily basis and if

some paneer is left they store it for another day.
9) How many institutions demanded the sample?

A) Demanded B) Not Demanded

Demanded

Not Demanded

(*) 45% institutions surveyed demanded the sample while 55% of

institutions didn’t demanded the sample.
LIMITATIONS

 Limited time available for interviewing the respondents. As

a result of this it was not possible to gather full information.
 When I interviewed purchase managers or head chefs,
sometimes they use to give answers under the influence of
the owner of that particular institution.
 Sometimes due to rush in the hotel / restaurant the
respondents were less interested in filling up the
questionnaire.
 Sometimes the problem I faced was the identity of product
that is respondent use to question that how can paneer be
freezed for 6 months.
 Non-cooperative approach and rude behaviour of the
respondents was de-motivating factor of my survey.
 If the respondents answer does not falls between amongst
the options given then it will turn up to be the biased
answer.
 SWOT ANALYSIS
STRENGTH
 Amul paneer can last for 6 months when kept
under -18 degree temperature
 Strong distribution network.
 Good brand image : Amul manufactures only
milk and milk products which are purely
vegetarian thus providing quality confidence in
the minds of the customers
 Indian brand : the company is having Indian
origin thus creating feeling of oneness in the
mind of the customer
WEAKNESS

 Low awareness of amul frozen paneer.Peole are

not aware of the product
 High price : Amul frozen paneer is comparatively
costly than other branded and non branded
paneer
 Strong competition from other players
OPPORTUNITY

 As we know that the fact that India’s population is

growing at tremendous rate. Therefore there is
never ending demand f paneer in the market.So
there is a lot of opportunity for Amul to penetrate
in the market
 Export potential : opportunities will increase
tremendously if Amul will try to tap up the foreign
market through joint ventures and mergers
 Better advertising : Advertising of amul frozen
paneer will really help in the demand of paneer
 Need to put more stress in the face to face direct
marketing to reach to the customers
THREAT

 The major threat is from other company

who hold the major share of upper class
consumer in the present market. Eg-verka
 Strong competition from existing branded
and non branded players
 There is no any brand loyalty in the paneer
market and the consumer can change
their brand
SUGGESTIONS

 The company should bring down the price of frozen paneer for
hotels/restaurants as most of them are buying the paneer at Rs120-
130 per kg.
 The product should be available at retail outlets so that consumers
can easily avail it
 The product needs advertisement to create the brand value.
Company should use brand ambassadors which attracts the
attention of the consumers.
 The company should introduce sales promotion schemes like on
purchase of 1kg of paneer get 100gm free.
 Amul should give local advertisements apart from the
advertisements given at national level .Local advertisements must
mention the exclusive Amul shops of the city
 Since the paneer is consumed by upper class and upper middle
class, company must go for varieties of product like jeera paneer,
low fat paneer, pudina paneer to increase its sales
THANK YOU