MARKET SURVEY AND SALES PROMOTION STRATEGY OF AMUL LIQUID DAHI

AT

AMUL DELHI

UNDER GUIDANCE OF:

Industry Guide Mr. Kumar Neelabh, [MMO] SUBMITTED BY:

Faculty Guide MrR.K.Prajapati

NAVED ANSARI MBA IIIRD SEMESTER

SUMMER INTERNSHIP REPORT IN PARTIAL FULFILMENT OF THE AWARD IF FULL TIME MASTERS IN BUSINESS ADMINISTRATION (2011-12)

INSTITUTE OF COOPERATIVE,CORPORATE MANAGEMENT RESEARCH AND TRAINING LUCKNOW UTTAR PRADESH

AMITY UNIVERSITY UTTER PRADESH

DECLARATION
The summer project on Market strategy and Brand reputation of AMUL masti dahi is the original work done by me. This is the property of the institute and use of this report without prior permission of the institute will be considered illegal and actionable.

NAVED ANSARI MBA (III SEM) ICCMRT, Lucknow

AMITY UNIVERSITY UTTER PRADESH

STUDENT CERTIFICATE
This is to Certify that this report is prepared based on the summer internship project undertaken by me in AMUL . from 18/06/2012 to 30/07/2012, under the able guidance of Mr. KUMAR NEELABH, in partial fulfilment of the requirement for the award of degree of Master of Business Administration . Date ___________________

SIGNATURE STUDENT

SIGNATURE FACULTY GUIDE

SIGNATURE. DIRECTOR BS

SIP COMPELTION CERTIFICATE

AMITY UNIVERSITY UTTER PRADESH 3

To, Date: Director, Corporate Resource Center, Amity University, Uttar Pradesh, Delhi Campus, Viraj Khand-V, Gomti Nagar, Delhi 226010

Date:

Dear Sir, This is to certify that Mr. GAURAV KUMAR a student of (Semester & programme MBA(AB), 2nd Sem., of your University has undergone a summer internship project with us under my guidance from 25/05/2009 to 05/07/2009. The project entitled Market survey and Market sales promotion strategy of AMUL liquid dahi. has been completed by the student to my entire satisfaction.

Signature of Industry Guide Name. ________________________ Designation ___________________ Seal of Company

ACKNOWLEDGEMENT
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Every task requires continued support, encouragement, assistance and able guidance .The present study could be completed only because of continued encouragement and guidance from many quarters. I really feel honored and blessed to be a student of this college i.e. ICCMRT, which provided me a platform to nurture all the skills and techniques required for doing this project effectively and efficiently. I extend my warm thanks to Mr Kumar Neelabh, who guided me with their expert advice, which proved to be worth full for my project without which the project could have not at all been easy. I wish to express my sincere thanks to Dr.Ajay Prakash , Professor and Principal of ICCMRT for providing necessary facilities to conduct this research work.

I sincerely thank and express my gratitude to Faculty Guide Mr, RKP Prajapati. for their valuable help and suggestions required during the project. I also express my gratitude and thanks to the retailers, distributors, company employee, without whose help, this project would not have been possible. I also thank the different agencies and Government departments, which gave valuable information for the successful completion of this project. Finally I would like to thank my parents, my brother, Sister and all my friends for giving me support and being a torch bearer for me. NAVED ANSARI MBA III SEM. ICCMRT, LUCKNOW

INDIX

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S.No.
1 2 3 4 5 6 7 8 9 10 11

Contents
Introduction Objectives of the study. Company Profile. Lists of Amul masti dahi products. Overview of GCMMF Methodology. Data analysis Finding Conclusion Appendix Bibliography

Page No.
7-16 17 18-20 21-24 25-26 27-31 32-37 38-46 47-49 50-54 55

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INTRODUCTION
Dairy is place where handling of dahi and dahi products is done and technology refers to the application of scientific knowledge for practical purposes. Dairy technology has been defined as that branch of dairy science, which deals with the processing of dahi and the manufacture of dahi products on an industrial scale. The dairy sector in the India has shown remarkable development in the past decade.The dairy sector in the India has now become one of the largest producers of dahi and value- added dahi products in the world. The dairy sector has developed through co-opratives in many parts of the state. During the 1997-98, the state had 60 dahi processing plants with an arregate processing capacity of 5.8 million litres per day. In addition to these processing plants, 123 Government and 33 cooprative dahi chilling centers operate in the state. Also India today is the lowest cost producer of per litre of dahi in the world, at 27 cents, compared with the U.S 63 cents, and Japans $2.8 dollars. Also to take advantage of this lowest cost of dahi production and increasing production in the country multinationl companies are planning to expand their activities here. Some of these dahi producers have already obtained quality standard certificates from the authorities.This will help them in marketing their products in foreign countries in processed form. The Anand-based largest dairy co-operative of India, Gujarat Co-operative Dahi Marketing Federation (GCMMF) which markets Amul brand, has now become the largest food retail company in India by crossing the milestone of Rs6,700 crore annual turnove "So far, there is only one FMCG company ahead of Amul in retail sector. But in food sector, we have become the largest retail company with a turnover of over Rs6,700 crore," said RS Sodhi, chief general manager of GCMMF. During the financial year 2008-09, GCMMF registered a 27.7% growth to achieve the new landmark. From Rs5,255.41 crore of turnover in 2007-08, the dahi giant jumped to Rs6,711.31 crore in 2008-09. For the third consecutive year, it has posted a double digit growth turnover. Apart from it, despite recession, the unduplicated turnover of the dairy cooperative of Gujarat would have crossed the mark of Rs10,000 crore during the fiscal.

AMITY UNIVERSITY UTTER PRADESH

Since the launch of Amul masti dahi in Delhi and cities around it in 2003, it has successfully acquired the second rank after Mother dairy.. The first Phase of my training is assigned to help Amuls morning supply in Delhi. Here I got the exposure of packaged dahi market which includes the study of distribution channels and overall supply chain. I was directed by the Amuls Mr. Manoj kumar to work under different ADAs in Delhi.

Field Work: During this period I was asked to go with the supply to retailers. The aim was to make sure the smooth supply of the morning dahi. Addition to this I was assigned to a task to collect the details of retailers selling dahi under the areas of the ADAs. The first ten days I covered about 60 retailers in Delhi (Indra Nagar) and asked about their interest of selling Amuls supply without affecting the Morning supply. At the same time as a representative of Amul masti dahi, I informed them the schemes and other things. Out of 60 retailers, 45 agreed to sell the evening supply without affecting the Morning supply. . INDIAN MARKET SCENARIO Dahi production is an important rural activity in India providing supplementary income, employment and nutrition to millions of rural households. With a value of output of about Rs. 98,875 crore (US$19,639 million) during 2007, 08 it ranked first, surpassing rice, in Indias agricultural sector (CSO, 2000). The output of dahi and dahi products has increased faster than crops since the 1970s. The higher income elasticity of demand for dahi and dahi products (1.96 in rural and 1.32 urban areas) coupled with growing urban population and changing food habits meant rapid growth in demand, which has been met by higher rate of growth in production ,

AMITY UNIVERSITY UTTER PRADESH

OBJETIVES OF THE STUDY:The objective of the project is to measure the general perception (from both consumer and retailer point of view) of the liquid dahi market in different parts of Delhi with regard to find out the factors that influence the sales and ultimately the market share of AMUL dahi. To study about Amul masti dahi and find the Market position of AMUL. To Study sales promotion strategy of Amul masti dahi. To analyze diffenent problem of regarding marketing of Amul masti dahi. To find out distribution channel of AMUL dahi.

AMITY UNIVERSITY UTTER PRADESH

COMPANY PROFILE OF AMUL

AMUL stands for, A = Anand M = Milk U = Union L = Limited 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 product have been in use in millions of homes since 1946. Amul Butter, Amul masti dahi Powder, Amul Ghee, Amulspray, Amul Cheese,Amul Chocolates, Amul Shikhand, Amul Ice cream, Nutramul, Amul masti dahi and Amulya have made Amul a leading food brand in India.(Turnover:Rs. 52.55 billion in 200708).Today Amul is a symbol of many things of high-quality products sold at reasonable pries.

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50 year after it was frist launched, Amuls sale figures have jumped from 1000 tonnes a year in 1966 to over 25,000 tonnes a year in 1997. No other brand comes even close to it. All because a thumb-sized girl climbed on to the hoardings and put a magical spell on the masses.

BRIEF HISTORY OF AMUL

The Anand-based largest dairy co-operative of India, Gujarat Co-operative Dahi Marketing Federation (GCMMF) which markets Amul brand, has now become the largest food retail company in India by crossing the milestone of Rs6,700 crore annual turnover.RS Sodhi, chief general manager of GCMMF. "So far, there is only one FMCG company ahead of Amul in retail sector. But in food sector, we have become the largest retail company with a turnover of over Rs6,700 crore," said RS Sodhi, chief general manager of GCMMF. Amul (Anand dahi union ltd.) formed in 1946, is a dairy co-oprerative movement in India. It is a brand name managed by an apex co-operative organization. Gujarat Co-operative dahi marketing Federation ltd.(GCMMF), Which today is jointly owned by some 2.6 million dahi producers in Gujarat, India. AMUL is based in Anand, Gujarat and has been a sterling example of a co-operative organizations success in the long term. It is one of the best examples of co-operative achievement in the developing world. Amul is the largest food brand in India & Worlds largest milk brand with an annual turnover of us $ 1050 million (2006-07). Currentely Amul has 2.6 million producer members with milk collection average of 10.16 million litres per day. Besides India, Amul has entered overseas markets such as Mauritius, UAE, USA, Bangladesh, Australia, China, Singapore,and few South african countries

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MILESTONE OF AMUL:

Name Location Registration Registered Size Plant

Karia district co-operative milk producer s Ltd widely known as AMUL Amuldairy near Railway station Amul DairyRoad Anand Gujarat India 14th December 1946 Kaira district co-oprative milk producersLtd Anand-388001 Gujarat Production of different products on large scale collecting 10 to 16 lack liters milk every day& producing milk products There are 4 plants: 1)AMUL Plant 2) Kanjari Plant

Banker

3) Mogar Plant 5) Khatraj Plant 1) The Kaire district center Co-operative Lt. 2) UTI Bank. 3) Bank of Baroda. 3) Corporation Bank 5) Bank of Maharashtra. Shri Tribhuvandas K. Patel Shri Sardar Vallbhbhi Patel. Shri Morarji Desai Shri Verghese Kurien.

Founders

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AMUL (ANAND MILK UNION LTD).

Amul (Anand milk union ltd) is abased on four hands, which are coordinated with each other.The actual meaning of this symbol is co-ordination of four hands of different people by whom this union is at the top position in Asia. First hand is of farmer, without the organization would not have existed. Second hand is of processors, who process the raw material (milk) in to finished goods. Third hand is of marketer, without whom the product would have not reached the customers. Fourth hand is of customer, without whom the products would have not carried on.

What began way back in 1946 was really an effort to carve out a truly Indian company that would have the involvement of millions of Indians and place direct control in the hands of the farmers. It was a mandate for producing, owning and marketing and above all, building your own truly Indian Brand. And successfully at that Today, 173 dahi producers cooperative unions and 22 federations play a major role in meeting the demand for packed dahi and dahi products. Quality packed dahi is now available in more than 1,000 cities throughout the length and breadth of India. And this is dahi with a difference pasteurized, packaged, branded, owned by farmers carrying the dahi drop logo, like Amul, a symbol of quality.

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LIST OF PRODUTS MARKETED:

Amul Products are being exported to the Gulf since last three decades. Undoubtedly, Amul is the preferred taste for Indians in the Gulf ! The following Amul Products are available in the markets.

Amul / Sagar Pure Ghee 1 kg tin

Amul Cheese Tin and Slices

Amul Shrikhand 500 g Mango, Kesar, Elaichi & Badampista

Amul Butter 100 g, 500 g

Amul Gold Dahi

Amul Taaza Double Toned Dahi

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Amul Lite Slim and Trim Dahi

Amul Fresh Cream

Amul Shakti Toned Dahi

Amul Kool Chocolate Dahi

Amul Kool Flavoured Tetra Pack

Amul Mithaee Gulab Jamuns 500 g Tin

Breadspreads:

Amul Butter Amul Lite Low Fat Breadspread Amul Cooking Butter

Cheese Range:

Amul Pasteurized Processed Cheddar Cheese Amul Processed Cheese Spread Amul Pizza (Mozarella) Cheese Amul Shredded Pizza Cheese Amul Emmental Cheese Amul Gouda Cheese Amul Malai Paneer (cottage cheese) Utterly Delicious Pizza

Mithaee Range (Ethnic sweets):

Amul Shrikhand (Mango, Saffron, Almond Pistachio, Cardamom) Amul Amrakhand Amul Mithaee Gulabjamuns AMITY UNIVERSITY UTTER PRADESH 15

Amul Mithaee Gulabjamun Mix Amul Mithaee Kulfi Mix Avsar Ladoos

UHT Dahi Range:

Amul Shakti 3% fat Dahi Amul Taaza 1.5% fat Dahi Amul Gold 4.5% fat Dahi Amul Lite Slim-n-Trim Dahi 0% fat dahi Amul Shakti Toned Dahi Amul Fresh Cream Amul Snowcap Softy Mix

Pure Ghee:

Amul Pure Ghee Sagar Pure Ghee Amul Cow Ghee

Infant Dahi Range:

Amul Infant Dahi Formula 1 (0-6 months) Amul Infant Dahi Formula 2 ( 6 months above) Amulspray Infant Dahi Food

Dahi Powders:

Amul Full Cream Dahi Powder Amulya Dairy Whitener Sagar Skimmed Dahi Powder Sagar Tea and Coffee Whitener

Sweetened Condensed Dahi:

Amul Mithaimate Sweetened Condensed Dahi

Fresh Dahi:

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Amul Taaza Toned Dahi 3% fat Amul Gold Full Cream Dahi 6% fat Amul Shakti Standardised Dahi 4.5% fat Amul Slim & Trim Double Toned Dahi 1.5% fat Amul Saathi Skimmed Dahi 0% fat Amul Cow Dahi

Curd Products:

Yogi Sweetened Flavoured Dahi (Dessert) Amul Masti Dahi (fresh curd) Amul Masti Spiced Butter Dahi Amul Lassee

Amul Icecreams:

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)

Chocolate & Confectionery:

Amul masti dahi Chocolate Amul Fruit & Nut Chocolate

Brown Beverage:

Nutramul Malted Dahi Food

Dahi Drink:

Amul Kool Flavoured Dahi (Mango, Strawberry, Saffron, Cardamom, Rose, Chocolate) Amul Kool Cafe Amul Kool Koko Amul Kool Millk Shaake (Mango, Strawberry, Badam, Banana)

Health Beverage:

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Amul Shakti White Dahi Food

GUJARAT CO-OPRATIVE DAHI MARKETING FEDRATION: AN OVERVIEW

Gujarat co-operative Dahi Marketing Federation (GCMMF) is Indias largest food products marketing organization. It is a store level apex body of dahi Co-operatives in Gujarat which aims to provide remunerative returns to the farmer and also serve the interest of consumers by providing quality products which are good value for money. Members: No of Village Societies: Total Dahi handling capacity: No of product members: Dahi collection (Total- 2007- 08) Dahi collection (Daily Average 2007- 08) Dahi Drying capacity: Cattle feed manufacturing Capacity: 13 district co-operative dahi products Union 13,141 10.21 million liters per day 2.7 million 2.69 billion liters 7.4 million 626 million liters 30090 Mts per day

SALES TUREN OVER FROM 1994-2009

Sales Turnover 1994-95 1995-96 1996-97 1997-98 1998-99 1999-00 2000-01 2001-02 2002-03 2003-04 Rs (million) 11140 13790 15540 18840 22192 22185 22588 23365 27457 28941 AMITY UNIVERSITY UTTER PRADESH US $ (in million) 355 400 450 455 493 493 500 500 575 616 18

2004-05 2005-06 2006-07 2007-08 2008-09

29225 37736 42778 52554 67113

672 850 1050 1325 1504

THE AMUL MASTI DAHI CO-OPERATIVE

The Kaira District Cooperative Dahi Producers Union Limited was established on December 14, 1946 as a response to exploitation of marginal dahi producers in the city of Anand (in Kaira district of the western state of Gujarat in India) by traders or agents of existing dairies. Producers had to travel long distances to deliver dahi to the only dairy, the Polson Dairy in Anand often dahi went sour, especially in the summer season, as producers had to physically carry in individual containers. These agents decided the prices and the off-take from the farmers by the season. Dahi is a commodity that has to be collected twice a day from each cow/buffalo. In winter, the producer was either left with surplus unsold dahi or had to sell it at very low prices. Moreover, the government at that time had given monopoly rights to Polson Dairy (around that time Polson was the most well known butter brand in the country) to collect dahi from Anand and supply to Bombay city in turn (about 400 kilometers away). India ranked nowhere amongst dahi producing countries in the worldin 1946. The producers of Kaira district took advice of the nationalist leaders, Sardar Vallabhbhai Patel (who later became the first Home Minister of free India) and Morarji Desai (who later become the Prime Minister of India). They advised the farmers to form a Cooperative and supply directly to the Bombay Dahi Scheme instead of selling it to Polson (who did the same but gave low prices to the producers). Thus the Kaira District Cooperative was established to collect and process dahi in the district of Kaira. Dahi collection was also decentralized as most producers were marginal farmers who would deliver 1-2 litres of dahi per day. Village level cooperatives were established to organize the marginal dahi producers in each of these villages. The first modern dairy of the Kaira Union was established at Anand (which popularly came to be known as AMUL dairy after its brand name). The new plant had the capacity to pasteurize 300,000 pounds of dahi per day, manufacture 10,000 pounds of butter per day, 12,500 pounds of dahi powder per day and 1,200 pounds of Casein per day. Indigenous R&D and technology development at the Cooperative had led to the successful production of skimmed dahi powder from buffalo dahi the first time on a commercial scale anywhere in the world. The foundations of a modern dairy industry in India had just been laid as India had one of the largest buffalo populations in the world. In year 2000. The dairy industry in India and particularly in the State of Gujarat looks very different. India for one has emerged as the largest dahi producing country in the world. Gujarat emerges as the most successful State in terms of dahi and dahi product production through its cooperative dairy movement. The Kaira District Cooperative Dahi Producers Union Limited, AMITY UNIVERSITY UTTER PRADESH 19

Anand becomes the focal point of dairy development in the entire region and AMUL emerges as one of the most recognized brands in India, ahead of many international brands. Starting with a single shared plant at Anand and two village cooperative societies for dahi procurement, the dairy cooperative movement in State of Gujarat had evolved into a network of 2.12 million dahi producers (called farmers) who are organized in 10,411 dahi collection independent cooperatives (called Village Societies). These Village Societies (VS) supply dahi to thirteen independent dairy cooperatives (called Unions). AMUL is one such Union. Dahi and dahi products from these Unions are marketed by a common marketing organization called Federation Dahi Marketing Federation or GCMMF is the marketing entity for the State of Gujarat. GCMMF has 42 regional distribution centers in India, serves over 5,00,000 retail outlets and exports to more than 15 countries. All these organizations are independent legal entities yet loosely tied together with a common destiny! (In a recent survey GCMMF was ranked amongst the top ten FMCG firms in the country while AMUL was rated the second most recognized brand in India amongst all Indian and MNC offerings). Interestingly, the Gujarat movement spread all over India and a similar structure was replicated all are at different levels of achievement but their trajectory appears to be quite similar. Two national organizations, the National Dairy Development Board (NDDB) and the National Cooperative Dairy Federation of India (NCDFI) were established to coordinate the dairy activities through cooperatives in all the States of the country. The former provides financing for development while the latter manages a national dahi grid and coordinates the deficit and surplus dahi and dahi powder across the states of India. In the early nineties, AMUL was asked by the Government of Sri Lanka to establish a dairy on similar lines in Sri Lanka. Interestingly, while Polson folded up sometimes in 1960s, the cooperatives are faced with new competition in liberalizing India from MNCs who brought in new business paradigms, new and improved product portfolio, international network and immense financial support. The Cooperatives face new challenges that test the robustness of their approach and their commitment to the movement and a new style of management thinking. Today AMUL is a symbol of many things. Of high-quality products sold at reasonable prices. Of developing and coordinating a vast co-operative network. Of making a strong business proposition out of serving a large number of small and marginal suppliers. Of the triumph of indigenous technology. Of the marketing savvy of a farmers' organization. The Management Paradigm: Anand Pattern Their business model includes low cost high quality operations, low margins at retail and distribution ends and high level of sharing of profits amongst the suppliers, i.e., the farmers. This happened through the evolution of the Anand Pattern a management style, named after the city where AMUL. Anand Pattern is: Inspiring Leadership and Consuming Values Building Networks AMITY UNIVERSITY UTTER PRADESH 20

 Coordination for Competitiveness Technology for Effectiveness.

THEORITICAL BACKGROUD OF STUDY:

SCOPE OF THE STUDY

Customer satisfaction is an important element in the marketing activity, This customer satifaction decides the fate of produt and organization. There is various factors influence to the customer satisfaction. These factors are :1. 2. 3. 4. 5. Post purchase behavior. Reputation. Product availability. Branding. Convenient.etc

METHODOLOGY:-

The study is manly concerned with Marketing, Sales promotion and distribution, Satisfaction towards Amul masti dahi. Hence various data and methodology is considered in my report preparation. The main data sources are:-

PRIMARY DATA
The primary data refers to orginal information gathered for a specific purpose and provide up to date, accurate and relevant information and it is gathered in an investigation according to the needs of the problem.

SECONDARY DATA:AMITY UNIVERSITY UTTER PRADESH 21

The secondary data is collect from the books, periodical journals, magazines, papers, company records, internet and other publication.etc.

TOOLS USED TO COLLECT THE PRIMARY DATA:-

The primary data is collected on the basis of survey method with the help of questionnaires,& interviews, personal observation, direct consultation with retailer & costomer. Both open & closed end questions are used in the questionnaire.

METHODS:
The survey method is used to collect the primary data with the help of questionnaire based on explorative and conclusive research .

SAMPLING UNITS:
It refers to the individuals who are to be surveyed in the study and it is the customer and retailers who is consuming or using or who has bought Amul masti dahi are surveyed.

SAMPLING SIZE:
It refers to the number of respondents surveyed for the topic.In this study 80 Retailers and 250 Customer were surveyed and responses drawan.

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METHODOLOGY FOR CONSUMERS PERCEPTION MAPPING

1.1 Primary Data Consumers survey Retailers survey Packaged dahi market analysis (Both PARAGs and its Competitors). 1.2 Secondary Data Web sites (www.amul.coop , www.magindia.com). Competitors marketing offices. Retailers record Print medias (Times food processing journal). Other national survey records.

SAMPLING PLAN
Target Population Consumers of different localities in Delhi, belonging to different economic group and occupation. Retailers of different localities selling packaged as well as loose dahi Competitors supplying dahi to different localities. Sampling Technique Division of towns into four or five geographical areas. Identification of Socio economic segments within these areas on parameters of Income A Rs. Less than 1 lakh per annum B Rs. 1-3 lakh per annum C Rs. 3-5 lakh per annum D Rs 5-10 lakh per annum E Rs More than 10 lakh per annum. Members in the family. Family structure (In terms of children and old aged persons.) Taking random samples from these segments AMITY UNIVERSITY UTTER PRADESH 23

Sample Size The sample size as well as the number of days spent in the survey of area was decided upon based on the ratio of the population of the areas. The total number of consumers surveyed during this time period is 400. In case of retailers the sample size has been uniformly distributed as follow: Location Kurvanchal nagar Shakti nagar Viswaskhand Ravindra palli Indra nagar Sample Size (Retailers) 20 20 20 20 20

SCOPE OF THE STUDY For the study the of Delhi was divided into five geographical areas namely Indra nagar, Kurvanchal nagar. main, Viswash khand , Shakti nagar and Ravindra palli. These areas were divided amongst the three of us for studying the competitors, consumers and the existing conditions in the market.

LIMITATIONS OF THE PROJECT

1.

The study was dependent on the responses given by the consumers who may be biased towards their responses.

2.

There is an unequal representation from all the locations which may not be a true representative of the trends.

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3.

There was no data available from the various competitors. The study is bases on the secondary data available and the information available with the distributors.

METHODOLOGY FOR SECOND OBJECTIVE

To get familiar with the distribution system of Amul for supply. It involves the understanding of distribution channels from plant to the retailers. To get familiarized with the margins and schemes for distributors and retailers. Visit retail outlets selling dahi to create a database of their location and dahi selling potential to help Amul select easily the highest selling retailers. Regular visit to retailers already selling Amuls dahi and motivate them to increase their sale. To go to the morning supply market for smooth functioning of supply.

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OBSERVATIONS:
We were introduced to the sales division of the dahi supply of Delhi depot of GCMMF. The manager in charge of the sales division in Delhi assigned us to the three different distributors covering different regions in Indra nagar and Shakti nagar.

LOCATION PROFILE:
GCMMF sells its dahi through the chain of various ADAs (Area Delivery agents) i.e., distributors. The complete area was divided amongst five different ADAs who were responsible for different regions in DELHIsupply was supposed to be launched. These distributors are ADAs Name Versha Entreprises Ramawati Entreprises Balaji Entreprises Mahalaxmi Traders Rajan Dairy Location Vishalkhand Indiranagar Gomatinagar Husainganj Alambagh Area Range Vishalkhand&Vipulkhand Sarvodayanagar, Kurvanchalnagar, Ravindra palli.Vishwas kand. Visheshkhand&Viramkhan d Whole Husainganj Alambagh & Surajpura

I was assigned the ADA Rakesh traders for 15 days each to study the market assigned under them. Also we were asked to make a report to find out the market share of different players in this region at the retailers level. A report was made regarding the sales by a sample of 50 retailers in Husainganj and 31 retailers in Indrapuram covering all the parts of the area. On the basis of this report the areas where AMUL was lacking in sales were identified and then these areas were targeted to increase the sales of Amul masti dahi. This was done in two steps AMITY UNIVERSITY UTTER PRADESH 26

i. ii.

To identify around 15-20 shops in this area who have the capacity to sell more than 3 crates in the morning. To look out for retailers who were not selling Amul masti dahi and pursue them to sell Amul masti dahi.

DATA ANALYSIS

Different factors that consumers consider for not buying packaged dahi.

Base 127
50 45 40 35 30 25 20 15 10 5 0 45.5 30.6 16.4 14.5 16.5 26 23.5 13.6

Base 127

fic ia lI ng re di an ts It is ex pe ns iv e

Fa tc

Av ai la bi l it y se d be fo re N ev er u

N ot F

Ba d

Le ss

Ba d

Ar ti

(FIG. # 01)
The above bar chart shows the different factors that consumes consider for not purchasing the packaged dahi. The figure is based on total 121 responses (multiple choices) of those consumers who buy unpackaged dahi. From the chart it is quite obvious that that consumers feel that it is not fresh (45.5 percent) while 16.4 % feels that some artificial ingredient are mixed in it and so on. AMITY UNIVERSITY UTTER PRADESH 27

N o

ho m

de li v er y

Ta st e

re sh

on te nt

Different factors that consumers consider while buying packaged dahi of different brands.

Base 273
60 50 40 30 20 10 0 More Hygienic Assured quality Convenient to Easy Availability Carry and store More Fat Content Had no choice 36.5 35.4 24.2 21.7 21.1 53.4

(FIG. # 02)
The graph clearly shows that the important factors which influence the packaged dahi of different brand are the easily availability (53.4 %) and hygienic (36.5 %). The quality perception lags behind against the Loose dahi.

Reasons to shift from one brand to other

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b se 2 4 a 4 6 0 5 0 4 0 3 0 2 0 1 0 0 Ce p r hae F sh e re n ss E sily a aa b v ila le T ste a Ft a co te ts n n C m la ts o p in 4 .9 2 .3 1 1 .6 5 3 .8 9 3 .9 7 b se 2 4 a 4 5 .6 2

(FIG. # 03)

Easy availability is the factor (52.6 %) is the main factor for shifting from one brand to other followed by complaints, freshness and fat contents.

The share of Packaged and Unpackaged dahi

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PACKAGED UNPACKAGED

31.75%

68.25%

(FIG. # 04)

The pie chart above indicates the market share of both packaged and unpackaged (loose) dahi. It is indicating that consumers preference of branded packaged dahi. Hence there is space for substantial growth of this segment.

Amuls evening supply awareness among consumers.

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E E IN S P L A A E E S V N G U P Y WR N S

A A EO E E U A U WR F V S P M L
YS E N O P ss o p r ets i e h w ec n 1 .5 % 7 0

8. 0 25 %

(FIG. # 05)
AMUL has recently launched its evening supply on 1st May 2007 in Delhi region. We tried to find out awareness of the same, out of total 400 responses we found that only 17.50% people are aware of it and rest 82.50% are not. It means Amul has to do a lot to spread awareness of their evening supply.

The distribution of purchasing slot of dahi

AMITY UNIVERSITY UTTER PRADESH 31

1.25% 5.75%

PURCHASE TIME
BEFORE 7 A.M. 7 A.M. TO 12 NOON 12-5 EVENING

1.75%

13.75%

BOTH MORNING AND EVENING ANY TIME 52.25% Pies show counts

25.25%

(FIG. # 06)
The pie chart above indicates the purchase time of consumers in different time slots. Out of 200 respondents, 52.25% of consumers like to purchase dahi before 7 am, 25.25% like to take between 7am to 12 noon, 1.75% of consumers like to take in afternoon, 13.75% in evening, 5.75% both morning and evening and 1.25% can take anytime.

DAIRY COOPERATIVE STRUCTURE AND DETAILS FOR STATE OF GUJARAT

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 GCMMFs SUPPLY CHAIN

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FINDINGS

AMITY UNIVERSITY UTTER PRADESH

34

For ADAs The ADAs were supposed to send their vans to the dahi plant of GCMMF in Kanpur at around 1:00 am. The vans would be loaded and then move from there around 1:30 am. These vans would reach the distributor around 3:30. ADA then would send them to the retailers and distributes dahi to the retailers by 7:30 am and collects money. The ADAs salesmen were not supposed to leave the crates with the retailer as any shortage in crates would mean penalty to the ADA. The ADA would receive a margin of Rs 0.40 per litre of dahi. ADAs will also receive Rs 1 extra per crate if it sell 50 crates in his area, which will increase to Rs 2 on 100 crates and Rs 3 on 150 crates and above. Along with that the ADA would also get a van subsidy of Rs 150 for the transportation

OTHER FINDINGS
The other player in the evening supply i.e., PARAG Dairy was able to finish up with the distribution of dahi by 3 pm. Due to the bad traffic conditions around Delhii the dahi supply was getting further delayed ADAs were not able to finish up with the distribution before 6 pm which according to the retailers was quite late. Most of the retailers were complaining about the late supply of the dahi. According to them the evening supply reached to them around 6 pm. By that time the most of the consumers look for the dahi. The late supply of dahi led to fluctuate the ordered quantity. For example one of the retailer in Surajpura either cut the cut the total crates of dahi demand or refused to take dahi for those days the reached late (after 6 pm). Most of the shops are not willing to sell much in the evening due to the bad storage capacity. They also mentioned that that the low margin does not allow them to store dahi in freezes. If they do so, they are not in state to make any kind of profit out of total sale. Most retailers are small retailers catering to a small area and they are selling only 1 to 2 crates in the evening. Only a few retailers are there who have the capacity to sell more than two crates. In case some retailers are ready to store some extra quantity of dahi, the bad electricity condition in this region acts as a factor and hence stops the retailers from taking extra dahi. Some retailers did not allow the ADAs to supply dahi to others near by them.

Distributors details

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Ramawati Enterprises. Location: Viswaskhannd, Ravindra palli, Vishwas khand & Indra nagar. Products: Amul masti dahi morning supply and evening supply. Area of distribution:Whole Gomatinagar Total supply of dahi: 200Crates(Morning)&35-40 crates (Evening). Area details:
Parag Dairy is the market leader in this area with a share of about 45-50 per cent followed by AMUL which captures almost 25-30 percent of the market share at retailers level. Parag Dairy also enjoys the advantage of having its company owned booths in this region. There are other players who have their presence in limited sectors like Parag, Dairy, Amritdhara, and Sudha dairy etc. There is no difference in the margins offered by Parag dairy and AMUL which offers a small margin whereas the other local players offer a higher margin. Here it is to be noticed that whereas AMUL and Parag Dairy are doing their distribution with the help of the distributors the other small players are supplying dahi directly to the retailers from their plants. Mostly small retailers selling only between 1-2 crates of dahi. This evening dahi supply area assigned to this ADA was very wide for him. It was taking more time to reach to the retailers. Also the ADA was serving these areas by only one mini truck..

ADA: Versha Enterprises. Location: Vishal khand, Vipul khand, Viram khand. Product: Amuls Dahi Total Supply: 230 Crates
As compared to Delhi this is the region where AMUL is as strong as Parag dairy. The market is covered by almost these two market players. Almost no presence of local players. AMUL has just one distributor who covers this area of Indrapuram. The distributor gets the delivery around 1 pm and by the time it delivery lasts to around 5-6 pm.. The ADA has mini truck and able to cover all areas in time. The salesman in this area is not willing to explore for new shops because of the delayed supply.

Recommendations:
AMITY UNIVERSITY UTTER PRADESH 36

From the above observations a suggestion was made to finish the loading early and dispatch the trucks from the plants by 3:30 am so that the vans could reach to the ADA by 4;30 am and hence enable ADAs to finish up the distribution latest by 7;30 am. In case of my distributor Versha Enterprises, apart from ice cream and both morning and evening supplies of dahi, the distributor was engaged in other businesses as well. He was running a hardware shop and a gas agency with counted employees. This led to great problem for him to manage the evening supply in a proper manner. At the same time he was not much interested in dahi due to low margins and hence was concentrating more on other businesses leaving the dahi supply at low interest. As a result of improper functioning of this ADA, a suggestion was made to change the distributor, which was further investigated and finally implemented. It was also found that in spite of companys efforts, the distributors are not much concerned about the advertisement activities and promotional plans. As per distributors the main reason behind this is the absence of any incentive for this. Here the company should take its more initiative to do this job. Some incentives should be given to distributors to help advertisement activities. The company should provide better facilities to truck drivers carrying supply to different areas twice in a day. As I talked to them, they complained about the lack of proper rest rooms and other facilities.

CONCLUSION
AMITY UNIVERSITY UTTER PRADESH 37

Amul, the most popular brand of the Gujarat Cooperative Dahi Marketing Federation (GCMMF), is striving towards strengthening its foothold in the liquid fresh dahi market of Delhi and areas around it, hitherto the domain of the National Dairy Development Board (NDDB). Delhi National Capital Region (NCR), among the biggest dahi markets in the country, is dominated by Mother Dairy currently, but now it is facing intense pressure from Amul to protect its market share. The fact is that Growth rate is 100 % which is much faster than the industry growth. According to Manish tripathi, dahi marketing head Ghaziabad, this growth rate is very impressive. The main problem we are facing is the limitation of plant. We are planning to come with another plant near Delhi in coming years. Lets have some important insight into this project. The main strength of Amul is that it is one of the most trusted brand in India. Consumers associate it with better quality. The main problem of Amul masti dahi is facing the timely supply of dahi in market especially in early morning slot. Amul has also come with its Evening supply from 1st of May 2007. It is a major challenge for Amul if they want to be market leader beating Mother dairy. For this it needs to come with strategies. This project can give insights into consumers perception of dahi which will ease the task of formulating strategies. The main problem that Amul is facing is related to supply timings. Although the supply is organized it is missing the accuracy of delivery at convenient times. From the analysis part it is clear that the most preferred timing to buy dahi is morning before 7 am. It is the area where Amuls supply is lagging far behind the market leader Mother dairy. Quality (fat content and freshness) and Taste are the factors that consumers consider most important while purchasing dahi. There is need to shape the perception of consumers regarding packaged dahi. From the analysis undertaken, we see that the most de-motivating factor for not buying packaged dahi is related to the freshness of such dahi. Home delivery is another important factor which people consider more important especially in Vaishali, Vasundhara and Indrapuram where the shops are distantly located. Most of the retailers are facing the storage and interrupted power supply problem in these regions. Distributors are also not satisfied with the timing of supply.

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SUGGESTIONS
In order to maintain and increase market share of Amul masti dahi in the city of Delhi,The following recommendations regarding distribution and promotion policies are here by suggested: AMUL can increase the variants of pouch dahi Frist and for most acton is that AMUL should improve its service and availability. There should be more distributors supply of AMUL-dahi. Company should replace the damage products as soon as possible. Company should give more focus on its promotional strategies AMUL can increase the proportion of fat, which is more beneficial for making sweets.

Appendix I.
AMITY UNIVERSITY UTTER PRADESH 39

Consumers Survey
1. How do you normally like to take dahi? a) Pure Dahi (with flavors) b) Curd/ Lassi c) Tea/Coffee d) Any other (please specify) ________________ 2. How much dahi do you normally consume in a day (household)? Please specify ____________ 3. Which dahi do you buy? i) Packaged a) Amul c) Parag Full Cream Skimmed ii) Standard Toned

b) Amrit dhara d) Any Other (specify) Double toned

Unpackaged (Loose) a) Local Supplier b) Local Dairy

c) Mother Dairy (Token) (Q 5, 6, 11, 12, 13, 14, 17, 18, 19)

If Unpackaged 4. Reasons for not using packaged dahi? i) There is no home delivery ii) It is much cheaper iii) Bad availability iv) It is not fresh v) Its taste is not good vi) The fat-content is less. 5.

Have you ever used pouch dahi or not? --------------------------

6. Reasons for using packaged dahi? i. It is more hygienic as it is pasteurized. ii. I think the quality is better. iii. It is more convenient to carry and store. iv. The fat content is more. v. It is easily available at the nearby store. vi. Any other (please specify)________________________________________________________ 4. For how long have been buying this brand? i) 0-1 year ii) iii) 2-5 year 1-2 year more than 5 year

AMITY UNIVERSITY UTTER PRADESH

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5. Which dahi do you used to buy earlier? Please specify_______________________ 6. Why did you shift to your current dahi? i. It is cheaper. ii. It is much fresher. iii. It is easily available iv. The fat content is more. v. The taste is better. vi. Any Other (please specify) ______________________________________________________ vii. 7. What time in the day do you normally buy dahi? a) Before 7 a.m. b) 7 a.m.-12 noon c) Afternoon d) evening e) Both morning and evening f) any time

8. From where do you buy dahi? a) Local Retailer c) Local Dairy

b) d)

Mother Dairy Home delivery

9. Please tick the factors you consider while purchasing dahi and rank them in order of preference. i. Price ii. quality iii. Availability iv. Home delivery v. Taste 10. Do you check the packaging date while buying dahi? 11. Do you know that Amul is supplying fresh dahi in the day i.e. evening also? Yes/No 12. Do you always look for a particular brand while purchasing dahi? Yes/No 13. If a brand is not available with your regular source you will i. Go for some other brand. ii. Look for another store where the requisite brand is available. 14. How far would you be willing to go to buy the requisite brand of dahi? a) 50 - 100 mts b) 100 - 300 mts AMITY UNIVERSITY UTTER PRADESH 41 Yes/No

c) 300 500 mts

d)

more than 500 mts

15. Please rate the following dahi brands on the following parameters. (1 - Very bad
Amul Mother Dairy Paras Any Other(specify)

2 bad
Freshness

3 Average
Brand Availability

4 Good
Fat Content

5 - Very Good)
Taste

Name: _______________________________ Male/Female Residence Location: ___________________

Household Income: Less than 1 lakh 3 5 lakh 5 10 lakh Above 10 lakh

Gender:

1 3 lakh

Members in the family: _________________ ________________ Family Structure: Age below 15 ____ 50 and above ____

Occupation:

Appendix II.
AMITY UNIVERSITY UTTER PRADESH 42

Retailer Survey Form

Retailer Survey Form 1 2 3 4 Which type of dahi you 1. Pouch sell (MULTIPLE) Which brand of pouch dahi you sell : What quantity of dahi they sell on per day basis? Liters What type/form of 1. Packet branded packaged dahi do you sell? 4. Double Toned What is the mode of 1. Delivered at Home selling?(MULTIPLE) What time you get 1. Before 5 am delivery of dahi from your distributor : 2. 5 am 7 am What is the period of 1. Between 2-3 pm. maximum sale of dahi (amul evening). 2. 3pm 4 pm Are you satisfied with 1. Yes the services provided by the distributor : If not what are the 1. Late probable reasons: (MULTIPLE) 4. Lack of Promotional Support 7. Any other What are the problems 1. Delivery you are facing? 2. Services Name: Town : Locality : Income Level month : per 1. >20,000 AMITY UNIVERSITY UTTER PRADESH 2. 15,000 20,000 3. 12,000 15,000 43 2. Loose

2. pouch 5. Skimmed 2. Retail at the shop 3. 7 am 9 am 4. 9 am 4 pm 3. 3 pm 4 pm 4. 4pm 5 pm 2. No 2. Delivery 5. Service 3. Leakages 4. Date

3. loose 6. Either of Above 5. 4 pm 7 pm 6. After 7 pm 5. 5 pm 6 pm 6. After 6 pm

5 6

8 9

3. Low Margin 6. Quality 5. Price & Margins 6. Crates

1 0 1 1 1 2 1 3 1 4

Appendix : III Market Report of ALAMBAG ; Pankaj enterprrise Retailers information, Banner and Poster distribution Sl. Retailer Address No. (general store)
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 Madan Mandeep singh Asha Madan Cool Corner Babloo Rajesh Mohan store Baba Om sai Kushmanda Asha Om Mishra Chaudhary Katyal Shrishti Vajpayee Balaji Ambika Premchand Sunil Aparna Sainik Deepak Krishna Mohit Amit Deepak Jai maa Ambe Hari om Gungun Ashok Baby Bharat Arjun nagar, Near janta inter college Alambag Alambag Railway Colony,Alam bag. Anand nagar, bhara road, Alam bag Anand market Alam nagar Patel nagar Alam nagar Sahsa mandir, Krishna nagar Sahsa mandir, Krishna nagar Near hanuman mandir, vinay nagar Krishna nagar Vijay nagar, Krishna nagar Vijay nagar, Krishna nagar Vijay nagar, Krishna nagar Vijay nagar, Krishna nagar Vijay nagar, Krishna nagar Vijay nagar, Krishna nagar Aasaram bapu road, Krishna nagar Aasaram bapu road, Krishna nagar Aasaram bapu road, Krishna nagar Aasaram bapu road, Krishna nagar Aasaram bapu road, Krishna nagar Aasaram bapu road, Krishna nagar Aasaram bapu road, Krishna nagar Vijay nagar, Krishna nagar Vijay nagar, Krishna nagar Vijay nagar, Krishna nagar Vijay nagar, Krishna nagar Kanpur road Malviya estate Malviya estate Malviya estate Malviya estate Malviya estate Malviya estate Sarojini nagar, Krishna nagar AMITY UNIVERSITY UTTER PRADESH

Contact no.
9450134436 9956510503 0522-4025155 9936881522 9415083066 9956690768 9451135071 9450018430 9451707003 0522-3241054 0522-2473842 9335962366 0522-2472279 9453170408 0522-4025155 9336230616 9936901264 0522-2472351 0522-6993136 0522-4049395 9335504429 9415780336 9452056337 0522-2471274 9369339615 9335201398 9415189249 44

36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64 65 66 67 68 69 70 71 72 73 74 75 76 77

Cash & carry Fauji Paal Garib Sonu Subhash Honda Ajay Pappal Kanhaiya Pappu Sindhi Baba Sunil Jaiswal Maa agya Vikas Sheel Prakash Jai Teetu Keshav Samta Khalsa Gupta Verma Billan Mishra Pammi Sai New shiv departmental store Hot n cool corner Satnam confectionary Inderjeet cool corner Pushpa Anurag Kajal Veeru Sumit Manmohan Deepak Sahu

Sarojini nagar, Krishna nagar Sarojini nagar, Krishna nagar Sarojini nagar, Krishna nagar Sarojini nagar, Krishna nagar Kannausi, Krishna nagar Bholakheda Sneha nagar Bahadur kheda Visheshwar nagar Amrudahi bag Bahadur kheda Bahadur kheda Sleeper ground colony Geeta nagar Geeta nagar Geeta nagar Shyam nagar, alambag Shyam nagar, alambag Shyam nagar, alambag Samar vihar, Shyam nagar, alambag Samar vihar, sringar nagar,alambag Samar vihar, sringar nagar,alambag Chitragupt nagar, alambag Sringar nagar, alambag Sri nagar, alambag Mangal kheda, alambag Sleeper ground colony Talkatora road, alambag Talkatora road, alambag Talkatora road, alambag Talkatora road, alambag Talkatora road, alambag Kanpur road, alambag Visheshwar nagar Gurunanak nagar Puran nagar chauraha Visheshwar nagar Visheshwar nagar Sneha nagar VIP road,nahariya Sringar nagar Sringar nagar AMITY UNIVERSITY UTTER PRADESH

0522-2431285 9889475993 9798969646 9336015598 9454380039 9919203130 9889258573 9451385470 9839129054 0522-4005104 9369097028 9415516093 9454608811 0522-2458404 0522-3264847 0522-3213451 9839017757 9450354701 9889138191 9335201398 9838849712 9936014514 9935763494 9335796396 0522-4671759 9795777889 9236166866 9795816515 9335621076 9026287236 9236352041 9956509686 9305293538 45

78 79 80 81 82 83 84 85 86 87 88 89 90 91 92

Shreya Vishvaratan Chaudhary Ram babu Anil Pankaj Sri laxmi Kundan V.K.Tiwari Shukla Tiwari Tripathi Pandey Kiran Sachdeva

Sringar nagar Near chhoti nahar, bholakheda Near chhoti nahar, bholakheda Near chhoti nahar, bholakheda Near chhoti nahar, bholakheda Shastri nagar, bholakheda Shastri nagar, bholakheda Near santraj Montessori school, bholakheda Ashutosh nagar, bholakheda Ashutosh nagar, bholakheda Krishna nagar Krishna nagar New sindhu nagar, Krishna nagar Adarsh nagar Alam nagar Adarsh nagar alam nagar

9452781447 9616001801 9793061897 0522-3212193 0522-2473845 9454590942 9450655301 0522-4045854 9616002063 9307072161 9305121951 9794858419 9305106624 9935151242

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Appendix : IV Market Report. ( Ramawati Entreprises.) Retailers information Sl. Retailer No. (general store)
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 Shurendra Adarsh Ranjan Shiv Jain Ashok Pankaj Utkarsh Shirauddin Bharti Sahu Hari ram Raju Sandeep Manish Shukla stores Giri Sunil Neeraj Pavan Shiv mandir Parag depo Suresh Sushil Pandey kirana store R.K. Ashish Agrawal stationers Parag booth Jai siya ram Ajay products Vivek Shreshtha Kamal kandhari

Address
Ravindra palli Ravindra palli Shakti nagar Shakti nagar Shakti nagar. Ravindra palli Ravindra palli Sarvodaya nagar Sarvodaya nagar Kurvanchal nagar Kurvanchal ngar Kurvanchal nagar Kurvanchal nagar Kurvanchal nagar Indra ngar Indra nagar Indra nagar Indra nagar Neilgiri complex, Indra nagar. Neilgiri complex , Indra nagar. Kurvnchal nagar Kurvanchal nagar Kurvanchal nagar Badsha nagar Badsha nagar Badsha nagar Badsha nagar Badsha nagar Kurvanchal nagar Kurvanchal nagar Laxman puri Laxman puri Shakti nagar Shakti nagar

Contact no.
9369663474 9984742759 9936252058 0522-3206402 9335356034 9450750305 9335514799 0522-269169 0522-2691388 9369102142 0522-2693001 9235713579 9839544262 9935923427 9335464674 9369927330 9305420587 0522-2653382 9450487472 0522-2637458 9026777650 9415462583

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Market Report : V Retailers survey. Sl. Retailers No. (general store)

1 2 3 4 5 6 7 8 9 10 11 12 13 14 25 26 27 28 29 30 Manoj Mohet Sanjay Vinod yadav Alok Pankaj Mamta Pankaj Ravi Shagun Khan Ankit Sahuji Akansh Kali Yakub Nadim Anil Santosh Manish

Address
Vishesh khand -2 Vishesh khand-2 Kattota Behind UCO bank, Chinhat. Chinhat Chinhat Chinhat. Vibhav khand Chinhat Chinhat Chinhat Vibhav khand Vibhav khand Vibhav kand Vibhav khand Sardari kheda Suraj pura Alam bag Alam bag Alam bag

Contact no.
9236503555 9919190938 9839859188 9026509886 9889128100 9336965778 0522-2242376 0522-2252404 9369503765 9451389539 9026269213 9450653415 9795559287 9616248704

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Appendix : VI Market visit for opening of new outlets Sl. Retailer Address No.
I 1 2 3 4 5 6 7 8 9 10 11 12 13 FOR AMUL Yakub genral store Nadim Genral Store Chadda Genral Store Raish Genral Store Anil Genral Store Santhos Kumar Manish Madan Genral Store Rajesthan Genral Store Asha Genral Store Madan Cool Corner Babloo Provision store Rajesh Dairy & Genral Store DAHI Sardari kheda (alam bagh) Sujan pura (Alam bagh) Chandr nagar, Near State Bank (Alam bagh) Sardari Kheda, Alam bagh. Sardari Kheda (Alam Bagh) Tedhi Puliya, Alam Bagh. Tedhi Puliya, Alam Bagh. Arjun Nagar, Near Janta inter College, Alam Bagh. Arjun Nagar, Alam Bagh.

Contact no.

Outlets opened
Open Open Open Open Open Open Open No No Open No No Open

9026269213 9450653415 9335818354 9795559287 9616248704 9889184631 9956510503

Railway Colony, Badha Baram 9936242984 (Alam bagh) Anand Nagar, Bhara road ,Alam 9696728343 bagh. Anand Nagar, Bhara road , Alam 9415083066 bagh. Patel Nagar, Alam bagh. -

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Appendix-VII Agency- Ramawati Enterprises. Object - Retailer survey& dahi distribution.

Name of Retailers.

Location

Phone No.

Deemand Packet Wise.

Amul gold 1000ml. Amul gold 500ml A m ul Ta za 10 00 ml . Amul Taza 500ml Am ul Ta za 200 ml B u tt e r d a hi 5 0 0 m l. 5 -

1.Seema Genral Vishwas khand Store M L A guest house Vishwas khand Shiv Provision Bharm puri store Asha provision Ravindra palli store Neha Genral Store Ravindra palli Maa Vaishno Gen. Ravindra palli Store Dewadi Gen. Store Maruti puram Tanky Gangotri Gen. Store Arora Gen. Store Shrivastava Gen. Store Kamla Gen. Store Shri Kamal Gen. Store Shurendra Gen. Maruti puram Maruti puram Maruti puram Indra nagar Indra nagar Indra Nagar Ravindra palli

0522-238475 9415005273

24 5 36 54

48 1

12 5 24 10

24 1 2 24 84 48 48 8 -20

5 1

9236503555

54 12 24 80 36 24 24 -

32 168 48 48 48 20 -

18 36 12 30 36 -

30 20 15 5 20 10 50

2 4 1 0 6 -

AMITY UNIVERSITY UTTER PRADESH

Store Adarsh Gen. Store. Ashok Genral Store Ranjana Genral Store Marut Gen. Store Shiv Gen,. Store Ashok cool corner Jain Gen. Store Pankaj Gen. Store Tripathi Gen. Store New Counter Parag counter Maa Jagdambha Shrivastava Gen. Store Manish Gen. Store Gupta Gen. Store Ashish Gen. Store APO Shirauddin Gen. Store Shiv bhandar. Kamlesh Gen. Store Guddu Bharti Gen. Stoe Hari ram Gen. Store Chaudhary Gen. Store Chaurasiya Gen. Store Usman Gen. Store

Ravindra palli. Ravindra palli Shakti nagar Ravindra palli Ravindra palli Ravindra palli Ravindra palli Ravindra palli Indra nagar Indra nagar Indra nagar Indra nagar Indra Nagar Indra nagar Indra nagar Indra nagar Sarvodaya nagar Sarvodaya nagar Sarvodaya nagar Sarvodaya nagar Sarvodaya nagar Kurvanchal nagar Kurvanchal nagar Kurvanchal nagar Kurvanchal nagar Shakti nagar 9366780455 9336889930 9451389539 9336889930 9415513688

12 28 16 16 12 3 6 20 12 3 10 9721119806 -

48 99 4 36 30 60 30 66 15 24 36 24 20 10 24 72 30 15 36 84 14 10 24 24 16

20 20 6 6 10 24 -

40 16 26 20 2 4 18 12 15 6 12 16 30 6 12 14 10 -

10 50 4 50 20 4 6 10 10 10 8 5 6 15 6 30 20 4 20 10 15

2 4 6 4 1 0 1 0 1 0 4 1 0 2 0 1 0 1 0 1 0 2 0 2 0 1 0 1 0

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Ashok Provision store Giri Gen. Store Raffique Ahamad Shama Gen. Store Vikanervala Disha Gen. Store

Shakti nagar Badsha nagar Badsha nagar Azad nagar Neilgiri Complex Vivak khand-2

09452463351

20 12 24 -

15 60 48 12 36 48

8 60 60

15 60 60 48

15 30 48 -

1 0 1 0 -

9935793912

60

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BIBLIOGRAPHY
Following are list of websites, magazines and book have been used for this project. Web sites list www.amul.coop www.domain-b.com www.etfoodprocessing.com www.mdc.org.uk www.magindia.com

Magazines Times food processing journal. Books Marketing research Marketing management By Naresh Malhotra. By Philip Kotlar

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AMITY UNIVERSITY
UTTAR PRADESH
(Established by Ritnand Balved Education Foundation)

NAME: GAURAV KUMAR MBA (Agri-business) - 2ND SEMESTER ABS

CAREER OBJECTIVE:- To work with honesty, dedication and utilize my capabilities in the
best of organization and to excel in the given field through hard work.

EDUCATION :QUALIFICATION UNIVERSITY /BOARD % or CGPA YR PASSOUT MAJOR SUBJECTS

Master of Business Administration (AB) - 3ND Sem B.Sc.Agriculture 12th 10th

AMITY UNIVERSIT Y C.S.J.M UNIVERSITY KANPUR U.P.Board U.P. Board

--75.47 66.40 41

(2008-10) Rural Marketing, Quantitative Pursuing Analysis, Agri Mktg Mgmt., Accounting, Rural Research Methodology 2008 All Agriculture Subjects 2004 2002 (Agriculture Streem) All Agriculture Subjects

LANGUAGES
Proficiency in English Proficiency in Hindi Proficiency in German

1. . EXPERIENCES: Six month experience in Rural Agriculture work experience (RAWE) Two month training in office automation . from MINISTRY OF SMALL SCALE INDUSTRIES.ALLAHABAD. 7 days Military training from Amity military school Manesar (Haryana).

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EDUCATIONAL TOUR AND VISITS

PARAG DAIRY ALLAHABAD IFFCO INDUSTRIES PHUL PUR (ALLAHABAD) I.V.R.I BAREILLY(U.P) CENTRAL INSTITUTE OF MEDICINAL &AROMATIC PLANTS( LKO)

PERSONAL DETAILS

Date of Birth: Father name : Father occupation: Marital status: Nationality Linguistic ability : Hobbies: Permanent address:

: 02 Sep 1987 : Shri Ram pal Singh : Agriculture : unmarried : Indian : Hindi, English, German. : Gardning Playing Cricket : GAURAV KUMAR S/O Shri RAM PAL Vill : DITHOKA, Distt.- BAREILLY (UP) Pin .-243503 : gauravamity09@gmail.com : 09451822907

SINGH
Email ID: Contact no:

REFRENCES:
1 Dr. ARUN BHADORIA COODINATOR OF MBA(AB) AMITY UNIVERSITY (DELHI) 2 Dr. S.N. VERMA PRINCIPAL K.A.D.COLLEGE (ALLAHABAD)

AMITY UNIVERSITY, Delhi Campus, Viraj Khand 5, Gomti Nagar Scheme, Delhi 226010. Phone. 0522 2721931, 32 Website: www.amity.edu

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