MARKET ANALYSIS AND

SALES DEVELOPMENT
OF AMUL MASTI
BUTTER MILK
PRSENTED BY
VINEET KUMAR YADAV
MMM- III Sem.
SBS NO. - 944854
 OBJECTIVES
 Primary Objectives
 To find out the retail network of Amul mastibutter milk ( 1 ltr. ).

 To find the problem faced by retailer in selling & storage.

 To find out the customer response toward Amul masti butter milk.

 Secondary Objectives
 To organize sales promotion activities to improve butter milk selling.

 To generate consumer awareness about Amul Masti (1 ltr.).




 SCOPE OF STUDY
Ø It gives information about the size of retail network.

Ø It gives information about services provided by

distributer to their retailer.
Ø It provides suggestion to the company to improve
their products sales.
Ø It gives information about the sales promotion
activities to improve the sales of Amul masti
Butter milk.

Ø
 RESEARCH TOOL


qQuestionnaire method :
 It consist “open - ended question & Multiple
choice question”


qMethod of survey : Personal interview.

üWHO WERE RESPONDENT
HOTEL , BAKERY, GENERAL STORES, JUICE PARLOUR,
SUPPER MARKET.


üBASIS ON WHICH THEY SELECTED
Ø DOES IT STOCK AMUL PRODUCT.
Ø WHAT TYPE IT WAS.
Ø WHAT OTHER BRAND AVAILABLE IN MARKET.
Ø WHETHER IT SELL HEAT QUANCHER.
Retail outlet types visited for
the purpose of research
Number of retailers stocking Amul
masti ( butter milk ). ( including 200
ml )
Outlet share of various
butter milk product
Availability of facilities in Amul product to
retailer
INFLUENCE OF FACILITIES
IN STOCKING DESICION
RANKING OF OTHER FACTORS THAT
INFLUENCE THE STOCKING
DECISION
Retailer ’ s satisfaction
with Amul distributor
Awareness among retailers about
different sales promotion activities
for Amul masti ( butter
milk ).
Awareness among retailer about
Amul Parlour &
it ’ s benefits
Interest of retailers in
opening APO
Customer expectation from Amul
masti ( butter milk )
Rating from retailers for attribute
of Amul MASTI ( BUTTER MILK )
Sales DURING promotion
 Observation & findings
 Because of low margin most of the retailer are not interested in Amul masti (butter
milk) selling.
 Retailers are not happy with the availability , low margin & replacement of leaked
products.
 Some retailers are not happy with distributor due to late delivery of products.

 Most of the retailers are aware about the promotion activities of Amul.

 Most of the retailers are not interested to open APO.

 Retailers were selling different brands. Because they were able to receive more
margin from non popularized brand that they could not from well known
brands.

 limitation
Time period of the project was 8 weeks, which may not be enough to
understand the whole market.
The sample size of the taken was small, therefore it can be said that the
chosen sample is not the representative of the whole population and this
hindered quantitative research.
The psychology and temperament of a respondent play a significant role.
The sample size of Retailers / Wholesalers was very small and therefore
response from them does not reflect the exact view because they may to
biased.



 conclusion
 Amul must come up with new promotional activities such that people become
aware about Amul masti (Butter milk).
 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.
 In comparison to Amul masti (butter milk) , the other players such as Sanchi,
Abis & other provide a better availability and give competition.
 Try to minimize bank deposits for APO, which help to retailer think to start.
 Most of the retailers are aware about the facilities given by Amul.

THANK
YOU