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AMUL

Market Analysis of Amul Masti Dahi





Name:Keshav Natani
Roll No:FA13029

Project Objectives
To get better understanding of the brand image.
To do the comparison of AMUL MASTIDAHI
with other brands
To make ones action plan with companys objective.
To know the brand image of MASTIDAHI
To know the consumers attitude and demand towards the
brand.
To know the consumers reaction towards brand in terms of
price, offers & schemes

About the Organization
GCMMF is the apex organization of the Dairy Cooperatives of Gujarat,
popularly known as 'AMUL' which aims to provide remunerative returns to
the farmers and also serve the interest of consumers by providing quality
products which are good value for money. Its success has not only been
emulated in India but serves as a model for rest of the world.

GCMMF is India's largest exporter of Dairy Products. GCMMF could not
only realize better prices as per market demand but it also firmly
established Amul in the league of top dairy players in world trade

It also received various awards for its consistent adherence to quality,
customer focus Gujarat Cooperative Milk Marketing Federation Ltd.
(GCMMF), is India's largest food product marketing organisation with
annual turnover (2013-14) US$ 3.0 billion.


Conti.....
Amul has been able to:
Produce an appropriate blend of the policy makers farmers
board of management and the professionals: each group
appreciating its rotes and limitations,
Bring at the command of the rural milk producers the best of
the technology and harness its fruit for betterment.
Provide a support system to the milk producers without
disturbing their agro-economic systems.
Plough back the profits, by prudent use of men, material and
machines, in the rural sector for the common good and
betterment of the member producers.
Research Methodology adopted
RESEARCH DESIGN - The research methodology adopted is of descriptive type.
The major purpose of this research was the description of the affairs as it exists at
present

SAMPLING DESIGN - Sample design is a definite plan of obtaining some items
from the whole population. The sample used in this project is Cluster

SOURCES OF DATA - One had to depend mainly on primary data as firsthand
knowledge was required about market position of various brands in dahi

SAMPLING TECHNIQUES - The stratified sampling method was followed. The
population of all the towns was not homogeneous. There exist people of different
occupation. So stratified sampling technique had to be applied in order to obtain a
representative sample.

SAMPLE SIZE - The sample size varied from town to town for retailers

DATA ANALYSIS - The data were analysed separately for each area. The findings
resulting of the analysis varied from area to area and the recommendations stated
accordingly arrived at after thorough and recommendation stated accordingly.


Analysis, Interpretation, findings
Mother Dairy and Nestle is rolling almost two times more than amul
masti dhai because of quality and availability.
Supply chain remains the biggest issue.
Amul is more focused on milk .
Replacement not provided by amul on dahi.
In few areas only cup dhai were in demand and in few only pouch
dhai.
Consumers are more price sensitive so they are going for other
brand(local brand) as well.
Retailers prefer brand which provide them larger margin.
Brand loyalty plays an important role while purchasing a product.

Conti....
SWOT Analysis of AMUL MASTI DAHI:

Strength

Low price: - The prices of Amul curd are comparatively low as compared to other
companies.
Good brand image: - It manufactures only milk and milk products, which is 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
Improper supply.
No replacement
No separate delivery unit
No commercial refrigeration supply
Distribution channel is not properly hooked up.

Opportunity
Expansion:-The company has the potential to expand the product to the
remote area of Bangalore, since the curd market is at growing stage with
very less competitor so by introducing new brand & intensive
advertisement, their can be a very good scope in future.
Product offering:-Can offer wide variety of dahi under the umbrella of
amul masti dahi.
Existing market is not fully tapped & the company can increase presence
by penetrating further.
Threat
The major threat is from other company who hold the majority share of
upper class consumer in the present market.eg-MOTHER DAIRY &
NESTLE.

There is no any brand loyalty in the curd market and the consumer can
change their brand.

Conclusions, Recommendations,
Suggestions
CONCLUSION

This project was of great importance to me, I have learnt a lot in this project, As we
know that Amul is a very big organization and market leader in dairy products.

From all the available results this can be concluded that people have huge
expectations from the company. They not only want all the things they are getting
from other companies but in addition they also want some other benefits which in
turn can give them security of being a part of AMUL as a customer in long run

However, MILK contributes almost 50% of daily sale of the store. In fact, during
festival offers and Big Days, milk has the major contribution in attracting customers
and increasing the store sale.
So we can say that customers want huge offers and discounts. If AMUL gives huge
discount and offers, it will definitely increase its sales

Suggestions
Supply should be regular to all the outlets including those that lie in the
pocket roads and not just in the outlets which lie on the easily accessible
routes.
Amul has a relatively good distribution network, but still company is not
able to fulfill the demand of outlet in the peak season when demand is very
high. Here company should consider on the supply of product in the peak
season.
Only fresh product should be supply in the outlet.
There is no doubt that Amul curd is a brand name, but it should create
brand identity.
Company should provide expiry replacement facility to the retailers, which
will keeping the stock



THANK YOU

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