Amul Malai Paneer-Final Report

Summer Project Report
Summer Internship Report (02nd May, 2007 to 30 June, 2007)
To increase the sales and market share of Amul Malai Paneer.
Project Guide:
Mr. Sameer Nagle

Manager (Sales)
Prepared By:ZEESHAN NAQVI
Chetanas R.K. Institute Of Management, Mumbai
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Declaration
I hereby declare that this dissertation submitted in partial fulfillment for the award of degree of Master in Management Studies in MARKETING is my Original work and not submitted for award of any other degree or diploma fellowship of similar titles or prize.
Place: Mumbai
Name: Zeeshan Naqvi Signature
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Certificate This is to certify that the project study undertaken by Zeeshan Naqvi was completed under my guidance & Supervision at Chetanas Institute of Management & Research. I further Certify that the said work has not been submitted in a part or in full to any other university for award of any Degree, Diploma or Fellowship of similar titles or prizes. Place: Mumbai Project Guide Mr. Shailesh Kale
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Acknowledgement First and foremost, we would like to express our gratitude and happiness in having been able to do our summer internship at Gujarat Co-operative Milk Marketing Federation (GCMMF). The entire experience was very interesting, knowledgeable and challenging. We would like to offer our deepest gratitude to our project guide, Mr. Sameer Nagle for his continuous support and guidance without which we wouldnt have been able to complete this project successfully. We also would like to thank our internal project guide - all PSM, who has provided us with valuable inputs from time to time.
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Executive Summary
The research was conducted to find out consumers preferences & perception towards paneer, usage pattern of paneer and to know the satisfaction level of retailers with the product and services given by the company to increase the sales & market share. Firstly we did a pilot study wherein we took short interviews from some retailers and consumers. After completion of the pilot study we prepared two questionnaire one for retailers and the other for consumers. We have used consumers questionnaire for restaurants, caterers and flight kitchens. Sample composition for the research was: Retailers Consumers Restaurant Caterers Flight Kitchen
We have conducted survey in three different areas of Mumbai South Mumbai Western Mumbai Central Mumbai Data collection through: Primary Data:- The respondents were personally interviewed with the help of a structured questionnaire. Secondary Data:o www.amul.coop
After the completion of data collection, the data was edited, coded and tabulated in Excel Sheets. Then the data was analyzed using different statistical tools (SPSS). Finally, we submitted a report on our findings, analysis and suggestions for improvement.
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Table of Contents
Contents Page No.
1. Company Overview.08 2. Process of Marketing Research.15 3. SWOT Analysis.................................17 4. Retailer Analysis..18 5. Consumer Analysis.32 6. Restaurant Analysis58 7. Caterer Analysis..64 8. Flight kitchen Analysis69 9. Findings.75 10. Competitive Analysis77 11. Areas to Be Penetrated79 12. Hypothesis.80 13. Recommendations..102 14. Annexure. .103 15. Bibliography......109
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Company Overview Gujarat Co-operative Milk Marketing Federation

We are pleased to introduce our organization Gujarat Co-operative Milk Marketing Federation Ltd (GCMMF) as India's largest food products marketing organization with annual sales turnover of Rs.2881 crores(US $ 650 million). We manufacture and market a wide range of dairy products in India and abroad under the brand names of Amul and Sagar. GCMMF has 19 affiliated dairy plants with a total milk handling capacity of 6.7 million litres per day. The total milk drying capacity is 510 MT per day. GCMMF is also the largest exporter of dairy products from India. We manufacture and market a wide range of dairy products in India and abroad under the brand names of Amul and Sagar. The product categories are Infant Milk Food, Skimmed Milk Powder, Full Cream Milk Powder, Dairy Whitener, Table Butter, Cheddar Cheese, Mozzarella Cheese, Emmental Cheese, Cheese Spreads, Gouda cheese, Ghee, Sweetened Condensed Milk, Chocolates, Malted Milk Food, Blended Breadspreads, Fresh milk, UHT (Long life) Milk, Ice-ream and ethnic Indian sweets. Each of our products is a market leader in India. GCMMF is the largest exporter of dairy products from India. We export our products in consumer packs and bulk to USA, Singapore, UAE, Australia, Bahrain, Qatar, Oman, Kuwait, Bangladesh, Madagascar, Yemen, Sri Lanka etc. On a regular basis. We have won 9 awards consecutively from APEDA, Govt of India.
Amul: The origin

The mighty Ganges at it's origin is but a tiny stream in the Gangotri ranges of the Himalayas. Similar is the story of Amul which inspired 'Operation Flood' and heralded the 'White Revolution' in India. It began with two village cooperatives and 250 liters of milk per day, nothing but a trickle compared to the flood it has become today. Today Amul collects processes and distributes over a million liters of milk and milk products per day, during the peak, on behalf of more than a thousand village cooperatives owned by half a million farmer members. Further, as Ganga-ma carries the aspirations of generations for moksha, Amul too has become a symbol of the aspirations of millions of farmers. Creating a pattern of liberation and self-reliance for every farmer to follow.
The start of a revolution

The revolution started as awareness among the farmers that grew and matured into a protest movement and the determination to liberate themselves. Over four decades ago, the life of a farmer in Kaira District was very much like that of his __________________________________________________ 8
Summer Project Report counterpart anywhere else in India. His income was derived almost entirely from seasonal crops. The income from milch buffaloes was undependable. The marketing and distribution system for the milk was controlled by private traders and middlemen. As milk is perishable, farmers were compelled to sell it for whatever they were offered. Often, they had to sell cream and ghee at throwaway prices. In this situation, the one who gained was the private trader. Gradually, the realization dawned on the farmers that the exploitation by the trader could be checked only if marketed their milk themselves. In order to do that they needed to form some sort of an organization. This realization is what led to the establishment of the Kaira District Cooperative Milk Producers' Union Limited (popularly known as Amul) which was formally registered on December 14, 1946. The Kaira Union began pasteurizing milk for the Bombay Milk Scheme in June 1948. An assured market proved a great incentive to the milk producers of the district. By the end of 1948, more than 400 farmers joined in more village societies, and the quantity of milk handled by one Union increased from250 to 5,000 liters a day.
Obstacles: Springboards for success.

Each failure, each obstacle, each stumbling block can be turned into a success story. In the early years, Amul had to face a number of problems. With every problem came opportunity. A chance to turn a negative into a positive. Milk by products and supplementary yield which suffered from the same lack of marketing and distribution facilities became encumbrances. Instead of being bogged down by their fate they were used as stepping stones for expansion. Backward integration of the process led the cooperatives to advances in animal husbandry and veterinary practice.
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Milk by products: An excuse to expand.

The response to these provided stimulus for further growth. For example, as the movement spread in the district, it was found that the Bombay Milk Scheme could not absorb the extra milk collected by the Kaira Union in winter, when the production on an average was 2.5 times more than in summer. Thus, even by 1953, the farmer-members had no assured market for the extra milk produced in winter. They were again forced to sell a large surplus at low rates to the middlemen. The remedy was to set up a plant to process milk into products like butter and milk powder. A Rs 5 million plant to manufacture milk powder and butter was completed in 1955. In 1958, the factory was expanded to manufacture sweetened condensed milk. Two years later, a new wing was added for the manufacture of 2500 tons of roller-dried baby food and 600 tons of cheese per year, the former based on a formula developed with the assistance of Central Food Technological Research Institute (CFTRI), Mysore. It was the first time anywhere in the world that cheese or baby food was made from buffalo milk on a large, commercial scale. Another milestone was the completion of a project to manufacture balanced cattle feed. The plant was donated by OXFAM under the Freedom From Hunger Campaign of the FAO. To meet the requirement of milk powder for the Defense, the Kaira Union was asked by the Government of India in 1963 to setup additional milk drying capacity. A new dairy capable of producing 40 tons of milk powder and 20 tons of butter a day was speedily completed. It was declared open in 1965. The Mogar Complex where high protein weaning food, chocolate and malted food are being made was another initiative by Amul to ensure that while it fulfilled the social responsibility to meet the demand for liquid milk, its members were not deprived of the benefits to be had from the sale of high value-added products
Cattle: From stumbling blocks to building blocks.

Traditionally dairying was a subsidairy occupation of the farmers of Kaira. However, the contribution to the farmer's income was not as prominent as his attachment to dairying as a tradition handed down from one generation to the next. The milk yield from animals, which were maintained mainly on the by products of the farm, was decidedly low. That together with the lack of facilities to market even the little produced rendered the scientific practice of animal husbandry irrational as well as unaffordable. The return on the investment as well as the prospects of being able to market the product looked very bleak. It was a vicious cycle reinforced by generations of beliefs. The Kaira Union broke the cycle by not only taking upon themselves the responsibility of collecting the marketable surplus of milk but also provided the members with every provision needed to enhance production. Thus the Kaira Union has full-fledged machinery geared to provide animal health care and breeding facilities. As early as late fifties, the Union started making high quality buffalo semen. Through village __________________________________________________ 10
Summer Project Report society workers artificial insemination service was made available to the rural animal population. The Union started its mobile veterinary services to render animal health care at the farmers' doorstep. Probably for the first time in the country, veterinary first aid services, by trained personnel, were made available in the villages.The Union's 16 mobile veterinary dispensaries are manned by fully qualified staff. All the villages are visited bi-monthly, on a predetermined day, to provide animal health care. A 24-hour Emergency Service is also available at a fee (Rs. 35 for members and Rs. 100 for non-members). All the mobile veterinary vans are equipped with Radio Telephones. The Union runs a semen production center where it maintains high pedigreed Surti buffalo bulls, Holstein Friesian bulls, Jersey bulls and 50 per cent crossbred bulls. The semen obtained from these bulls is used for artificial breeding of buffaloes and cows belonging to the farmer members of the district. The artificial insemination service has become very popular because it regulates the frequency of calving in cows and buffaloes thus reducing their dry period. Not only that, a balanced feed concentrate is manufactured in the Union's Cattle Feed Plant and sold to the members through the societies at cost price. Impressive though its growth, the unique feature of the Amul sagas did not lie in the extensive use of modern technology, nor the range of its products, not even the rapid inroads it made into the market for dairy products. The essence of the Amul story lies in the breakthrough it achieved in modernizing the subsistence economy of a sector by organizing the rural producers in the areas. The Kaira experiment: A new beginning in more ways than one. A system which involves participation of people on such a large magnitude does not confine itself to an isolated sector. The ripples of its turbulence affect other areas of the society as well. The cooperatives in the villages of Kaira are contributing to various desirable social changes such as: The yearly elections of the management committee and its chairman, by the members, are making the participants aware of their rights and educating them about the democratic process. Perpetuating the voluntary mix of the various ethnic and social groups twice-a-day for common causes and mutual betterment has resulted in eroding many social inequilibria. The rich and the poor, the elite and the ordinary come together to cooperate for a common cause. Live exposure to various modern technologies and their application in dayto-day life has not only made them aware of these developments but also made it easier for them to adopt these very processes for their own betterment. One might wonder whether the farmer who knows almost everything about impregnating a cow or buffalo, is also equally aware of the process in the humans and works towards planning it. More than 900 village cooperatives have created jobs for nearly 5000 people in their own villages -- without disturbing the socio-agro-system -
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Summer Project Report and thereby the exodus from the rural areas has been arrested to a great extent. The income from milk has contributed to their household economy. Besides, women, who are the major participants, now have a say in the home economy. Independent studies by various individuals and institutions have shown that as high as 48 per cent of the income of the rural household in Kaira District is being derived from dairying. Since dairying is a subsidairy occupation for the majority of the rural population, this income is helping these people not only to liberate themselves from the stronghold of poverty but also to elevate their social status.
Members: No. of Producer Members: No. of Village Societies: Total Milk handling capacity:
13 district cooperative producers' Union 2.6 million 12,792 10.16 million litres per day
milk
Milk collection (Total - 2006-07): 2.38 billion litres Milk collection (Daily Average 6.5 million litres 2006-07): Milk Drying Capacity: Cattlefeed Capacity: 594 Mts. per day manufacturing 2640 Mts per day
List of Products Marketed:
Breadspreads:

Amul Butter Amul Lite Low Fat Breadspread 12
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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 Amul Mithaee Gulabjamun Mix Amul Mithaee Kulfi Mix Avsar Ladoos
UHT Milk Range:

Amul Shakti 3% fat Milk Amul Taaza 1.5% fat Milk Amul Gold 4.5% fat Milk Amul Lite Slim-n-Trim Milk 0% fat milk Amul Shakti Toned Milk Amul Fresh Cream Amul Snowcap Softy Mix
Pure Ghee:

Amul Pure Ghee Sagar Pure Ghee Amul Cow Ghee 13
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Summer Project Report Infant Milk Range:

Amul Infant Milk Formula 1 (0-6 months) Amul Infant Milk Formula 2 ( 6 months above) Amulspray Infant Milk Food
Milk Powders:

Amul Full Cream Milk Powder Amulya Dairy Whitener Sagar Skimmed Milk Powder Sagar Tea and Coffee Whitener
Sweetened Condensed Milk:
Amul Mithaimate Sweetened Condensed Milk
Fresh Milk:

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

Yogi Sweetened Flavoured Dahi (Dessert) Amul Masti Dahi (fresh curd) 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: __________________________________________________ 14

Amul Milk Chocolate Amul Fruit & Nut Chocolate
Brown Beverage:
Nutramul Malted Milk Food
Milk Drink: Amul Kool Flavoured Milk (Mango, Strawberry, Saffron, Cardamom, Rose, Chocolate) Amul Kool Cafe
Health Beverage:
Amul Shakti White Milk Food
Process of Marketing Research

1) Need of Research: To increase the sale & market share of Amul Malai Paneer.
2) Research Objectives: To know consumers preferences & perception towards paneer To determine the consumption pattern of paneer To determine the demand, supply & performance of the product To analyse retailers product & service satisfaction
3) Methodology Exploratory Research:
The research work was Exploratory in nature and was meant to provide the basic information required by research objectives. A preliminary study and findings can be further consolidated after detailed conclusion study has been carried out. The major methods employed in research are Survey and Observations. We have done pilot study to get the basic information about the product. This information help us to prepare the questionnaire. __________________________________________________ 15
4) Sampling Technique Sample Composition Simple random sampling Simple random sampling Simple random sampling Simple random sampling Judgment sampling
Retailers Households Restaurants Caterers Flight Kitchens Area of research Southern Mumbai CST-Sion / Churchgate- Mahim
Geographical Region Areas
Western Mumbai Bandra-Dahisar
Central Mumbai Sion-Mulund
Sample Size Composition Retailers Household Restaurant Caterers Flight Kitchen 477 637 78 15 4
5) Tools used for Research Tools used for this research are Questionnaire, short interviews, SPSS software. A brief questionnaire focused to collect the relevant information was prepared. The respondents were asked to fill up this questionnaire followed by a short interview. The data gathered through these questionnaires was analyzed using different statistical tools (SPSS) to judge the target audience behavior and major factors, which influence them to use paneer. 6) Time for Completion The time taken to complete the project was 45 days. 5 days for designing questionnaire, 30 days for market survey and filling questionnaire from the respondents, and 10 days for data coding, analysis and compiling of report.
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Summer Project Report 7) Data Collection: Primary Data:- The respondents were personally interviewed with the help of a structured questionnaire. Secondary Data:o www.amul.coop
Editing: This is the first step after data collection and performed to detect errors, omissions etc. The data is corrected when possible and it is ensured that minimum quality standards have been achieved. Here central editing was done in order to ensure that data is: Accurate Consistent with the intent of the question Uniformly entered Completed Arranged to simplify coding and tabulation Coding: This process involves assigning numbers or other symbols to answer so that the responses can be grouped into classes or categories. Alphanumeric, numeric codes were used by us in order to ensure that categorization of data establishes Appropriateness Exhaustiveness Single Dimension Tabulating: This process converts information gathered by primary methods to a medium for viewing and editing. This was done to create data files, records and link files to ensure simple storage, retrieval and updating of data.
SWOT Analysis Of Amul Paneer

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Strength Brand Name Availability Presence in dice form
Weakness No Advertisement Replacement Problem Lack of awareness Lack of coordination between distributor and retailers Uneducated salesmen Threat
Opportunities Availability Block paneer of 500 gm & 1kg
Competing Brands (Warana

Vijaya)
Poor Coordination & Distribution

Of local brands
Emerging Brands (Nestle Paneer

Mother Dairy Paneer)
Retailers Analysis
1) Do you keep Paneer? Yes No South 173 9 Western 185 5 Central 84 21
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Availability of Paneer
Central 3 97 5 95 0 20 40 60 80 100 120 20 80 No Yes
Western
South
Percentage
13) If No, then why Margin South Western Central 2 0 6 Low Demand 1 0 2 Availability 1 0 2 Perishability 2 5 1 Others 3 0 10
Reasons for nonavailiabilty of paneer

14 12 10 8 6 4 2 0
an d n lity y Av ai la bi De m ha bi l it O th er s ar gi
Response
Central Western South
4) If Low demand of product, then what customer is looking for
Lo w
Pe ris
Freshness
South 6
Western 7
Central 1 19
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Summer Project Report Softness Replacement Demand Exist Unawareness Packaging Problem Others 4 2 0 0 1 1 2 0 5 4 2 5 0 0 0 1 0 1
Customers Expectations
16 14 12 10 8 6 4 2 0 Response
Central Western South Unawareness Replacement Packaging Freshness Softness Demand Problem Others Exist
4) Which Brand of paneer you keep? Southern Region Only Amul Only Loose Paneer Others (Mahananda,Chitale,Vijaya,Warana,Local Brand) TRIO Amul & Loose Paneer Amul & Others Loose Paneer & Others 126 8 12
3 23 6 0
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20
Amul
126
26 3 8
12 0
LP
Others
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21
Amul
126
26 3 8
12 0
LP
Others
Other Brands Warana Local Brand Mfg Mahananda Chitale Vijaya
3 2 1 3 2 1
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Other Brands
8% 17% 25%
Warana Local Brand Mfg Mahananda Chitale Vijaya
25% 8%
17%
Western Region Only Amul Only Loose Paneer Others(Warana,Vijaya,Local Brand) Amul & Loose Paneer Amul & Others Others & Loose Paneer Amul,Loose Paneer & Others 134 21 12 8 4 2 1
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23
Amul
134
8 1 2
21
12
LP
Others
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Amul
134
8 1 2
21
12
LP
Others
Other Brands Vijaya Warana Local Brand (Govind)

Oh rBa d t e rns
1 3 8
8 % V y ija a Wr n aa a 6% 7 L c l B n ( o in ) o a ra d G v d
2% 5
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Summer Project Report Central Region Only Amul Only Loose Paneer Others(Warana,Vijaya,Local Brand) Amul & Loose Paneer Amul & Others Others & Loose Paneer Amul,Loose Paneer & Others 73 1 1 6 3 0 0
Amul
73
6 0
1
Others
LP
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Amul
73
6 0
1
Others
LP
Other Brands Warana Local Brand
3 1
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Other Brands
25% Warana Local Brand 75%
3) What is its demand vis--vis with its competitors? South 23 50 39 51 Western 35 69 78 8 Central 17 22 51 0
Low Average High Cant Say
Dem and 80 60 Response 40 20 0 Low Average High Can't Say South Western Central
8) If Low, Then why

South 5 7 6 5 21 Western 56 19 10 15 16 Central 11 4 1 1 3
Price Softness Quality Taste Other (Specify)
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Regular Supply 0 12 0
R easons for LowC onsum tion p

R u S p ly eg lar u p O er (S ec ) th p ify T te as Q ality u S ftn s o es P e ric
0 0 3 1 1 4 5 5
12 16 15 21 C tral en W estern S th ou 19 11 56
6 10 7
6) What margins do you get from different brand of paneer? South 4 31 27 0

Margins from A ul Paneer m
100 80 R esponse 60 40 20 0 1-5% 6-10% 11-15% >15% Margins Range South W estern Central
1-5% 6-10% 11-15% >15%
Western 9 81 56 1
Central 1 36 9 0
7) If Margin, Then how much margin would you expect from company South 8 26 36 11 8 12 Western 20 26 86 5 5 0 Central 2 9 5 9 4 0 29
10-15% Exact 15% 16-20% Exact 20% 21-25% >25%
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Margins Expected
12 21-25% Margins 8 11 16-20% 36 26 10-15% 8 5 86 26 20 9 2 5 9 4
0 South 5 Western Central
9) How many time distributors salesmen are coming in a week?

South 17 123 7 Western 48 136 5 Central 8 36 3
Once Twice Thrice
Salesman Visit
5 7 136 123 48 Western 3 36 8 Central Thrice Tw ice Once
17 South
11) Do you get Amul POPs? South 32 119 Western 26 142 Central 17 30
Yes No
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Am PO ul P's
90 79 84 64 Y es No
Percentage
80 70 60 50 40 30 20 10 0 21
36 16
South
W estern
Central
12) Is the condition of the stock proper when received? South 149 0 Western 147 11 Central 41 4
Yes No
Condition of Stock
0 7 100 93
100
Percentage
98 96 94 92 90 88 86 South
91
Western
Central
10) How many packets get consume weekly? Southern Region KGS SALE IN WEEK 1 1.5 2 2.5 NO OF RETAILERS 5 17 19 6 31
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Summer Project Report 3 3.5 4 4.5 5 10 12 12.5 15 47 11 7 20 26 23* 1 1 1
Average Consumption of Amul Paneer in a Week Southern Region

50
No. of Retailers
40 30 20 10 0 1 2 3 4 5 6 7 8 9 10 11 12 13 Kgs Sale in a Week KGS SALE IN WEEK NO OF RETAILERS
1 T0 5 5 TO 10 10 TO 15 15 & ABOVE TOTAL
100GM 23 47 20 27 117
200GM 25 42 38 36 141
500GM 1 1 0 0 2
1KG 0 3 0 0 3
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Weekly Packwise Consumption of Amul Paneer Southern Region

1KG Pack Size 500GM 200GM 100GM 0 10 20 30 40 50 15 & ABOVE 10 TO 15 5 TO 10 1 T0 5
No. of Retailers
Central Region KGS SALE IN WEEK 0.5 1.5 2 1 2 3 3.5 4 1 2 2.5 3 8 NO OF RETAILERS 2 16 5 2 1 6 15 10 7 4 2 5 24
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Average Consumption of Amul Paneer in a Week Central Region

30 No. of Retailers 25 20 15 10 5 0 1 2 3 4 5 6 7 8 9 10 11 12 13 Kgs Sale in a Week KGS SALE IN WEEK NO OF RETAILERS
100GM 1 TO 5 6 T0 10 11 TO 15 15 & ABOVE 23 9 15 10
200GM 500GM 1 KG 24 0 15 0 17 0 15 0
0 0 0 0
Weekly Packwise Consumption of Amul Paneer- Central Region

15 & ABOVE Pack Size 11 TO 15 6 T0 10 1 TO 5 0 10 20 30 1 KG 500GM 200GM 100GM
No. of Retailers
Western Region __________________________________________________ 34
KGS SALE IN WEEK 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5 7.5 8 9 10 12 16 17
NO OF RETAILERS 2 15 18 35 15 40 10 3 6 8 1 3 1 29* 1 1 2
Average Consumption of Amul Paneer in a Week Western Region

50 No. of Retailers 40 30 20 10 0 1 3 5 7 9 11 13 15 17 Kgs Sale in a Week NO OF RETAILERS 15 & ABOVE
100 GM 1 T0 5 35
200 GM 34
500 GM 1
1KG 0 35
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Summer Project Report 5 T0 10 10 T0 15 15 & ABOVE 23 10 6 74 69 31 16 150 2 0 1 4 4 1 2 7
W eekly Packwise Consum ption of Am Paneer ul W estern Region

1KG Pack Size 500 GM 200 GM 100 GM 0 20 40 No. of Retailers 60 80 15 & ABOVE 10 T0 15 5 T 10 0 1T 5 0
Consumer Analysis
South Mumbai Q1) Do you use paneer? Yes No
SOUTH MUMBAI USE R
162 0
200 150 R esponse 100 50 0 YE S
162
Series1 0 N O
Q2) Sex Composition NO OF RESPONDENT =162 Male __________________________________________________ % WISE 143 36
Summer Project Report Female

Sex Composition
19
12%
Male Female
88%
Q3) Age composition AGE GROUP 18-25 26-30 31-40 41-50 51 & ABOVE
Demographic Segment
51 & ABOVE AGE GROUP 41-50 31-40 26-30 18-25 NO OF PEOPLE
NO OF RESPONDENT 52 37 42 19 12
12 19 42 37 52 Series1
Q4) For which purpose you use Paneer? Vegetables Sandwich __________________________________________________ 102 1 37
Summer Project Report Vegetable & Pakodas Burji Cooking Veg,Nonveg,Pizzas,Sandwiches Pakoda Pakoda,Vegetables,Pulao Vegetables,Pakoda,Burji Vegetables,Pakoda,Burji,Pulao Vegetables,Pakoda,Sandwich Vegetables,Pakoda,Sandwich,Pulao Vegetables,Pakoda,Sandwich,Tandoor,Burji,Pulao Vegetables,Pulao Vegetables,Pulao,Pakoda Vegetables,Pulao,Pakoda,Sandwich,Tandoor Vegetables,Sandwich Vegetables,Tandoor Vegetable & Burji Paneer Dosa Sandwich, Pizza 12 3 6 12 5 2 1 1 1 2 5 1 1 1 1 2 2 1
one purpose distribution

120 no of people 100 80 60 40 20 0 vegetable pakoda burji sandw itch purpose of use Series1
For Single purpose For 2 Purpose For 3 Purpose For more than 3 Purpose __________________________________________________
120 22 9 11 38
Purpose of Use
140 120 100 80 60 40 20 0 For Single purpose For 2 Purpose For 3 Purpose For more than 3 Purpose purposes
no of people
Series1
Q5) Which brand of Paneer you use? Amul Loose Paneer Others Amul & Loose Paneer Amul & Others Amul,Loose Paneer & Others Others & Loose Paneer 23 81 11 31 2 6 8
Amul Paneer
14% 1% 4% 7% 5% 50% 19%
Others
Loose Paneer
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Others Mahananda Warana Vijaya Chitale Soyace Aarey

Others Brands
4 8 3 7 3 2
11%
7%
15%
Mahananda Warana Vijaya chitale 30% Soyace Aarey
26% 11%
1 Brand Users 2 Brand Users More than 2 Brands

Brand Penetration
140 120 100 80 60 40 20 0 1 Brand Users 2 Brand Users More than 2 Brands
115 41 6
Series1
Q6) Do you know about Amul Malai Paneer?
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Summer Project Report Yes No

Aw areness
97 65
40%
Yes 60% No
Q7) Have You Ever Used Amul Paneer? Yes No

Consumption
64 98
40% Yes No 60%
Q8) If No Unaware Availability Price Freshness Loose paneer Others 55 5 5 22 9 1
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Reasons for non-acceptability of amul paneer
9% 22%
1% Unaware Availability Price Freshness 58% Loose paneer Others
5%
5%
Q9) How frequently do you use Amul Malai Paneer? Once a week More than once a week Once a month Seldom
Frequecy
14 5 16 29
22% Once a w eek 45% 8% More than once a w eek Once a month Seldom 25%
Q10) Since how many months/years you are using this product? Less than 24 months 2 to 5 years More than 5 years 34 26 4
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Loyalty
6% Less than 24 months 2 to 5 years 41% 53% More than 5 years
Q11) What is the source of information? TV Ads Magazine Pamphlet Hoardings Word Of Mouth Friend/Relatives Others (specify)
Source of Information
11 4 0 0 43 20 19
20%
11%
4% 0%
TV Ads Magazine Pamphlet Hoardings Word Of Mouth
21% 44%
Friend/Relatives Others (specify)
Q12) Is there Proper Visibility in the Market? Yes No 9 153
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Visiblity
6%
Q13) Do
Yes No
94%
advertising affect your purchase decision? Yes No Can't Say 79 41 42
Advertising Effect
26% 49% Yes No Can't Say 25%
Q14) If Amul provide you Paneer of better quality then what you have stated with approximate same price would you like to purchase it? Yes No 39 25
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Prospective Growth
45 40 35 Response 30 25 20 15 10 5 0 Yes No 39
25
Western Region Q1) Do you use paneer? Yes No 367 7
Western Mumbai User
400 300 Response 200 100 0 Yes
367
Series1 7 No
Q2) Sex composition? __________________________________________________ 45
Male Female
Sex composition
123 251
33% Male female 67%
Q3) Age composition? 18-25 26-30 31-40 41-50 51 & above

Dem ographic Segm ent 51 & above 41-50 31-40 26-30 18-25 Response 84 133 15 37 105
133 84 105 37 15
Q4) For which purpose you use Paneer?
__________________________________________________
46
Summer Project Report Burgers Dhokla Dosa For all purpose Hot Dog,Burger,Pizza Paratha Paratha Paneer ,Dhokla Pizza Sandwhich,Pizza Sandwiches Starters Vegetables Vegetables & pakoras Vegetables,Paneer Dhokla Vegetables,Paratha Vegetables,Pizzas
Paneer Usage
No of responses 250 200 150 100 50 0 Paratha Paneer Dosa Hot Vegetables,Par Burgers starters Sandwhich,Piz Vegetables &
3 6 28 17 4 1 2 2 9 3 3 209 25 10 43 2
Series1
Purpose
For 2 Purpose For 3 purpose For More than 3 purpose
79 16 17
__________________________________________________
47

Purpose of use 300 250 200 150 100 50 0 For single Purpose For 2 Purpose For 3 purpose For More than 3 purpose Series1
Q5) Which brand of Paneer you use? Vijaya Amul Warana Loose Paneer Any Other Amul, Warana Amul,Loose Paneer 5 87 11 203 30 1 30
Amul Paneer
87 1 0 46 0 203 30
Others
Loose Paneer
Others __________________________________________________ 48
Summer Project Report Vijaya Warana Govind Others

Other Brands
5 11 7 23
11% 24% 50% Vijaya Warana Govind Others 15%
1 Brand Users 2 Brand Users

BRANDS USERS
336 31
8%
1 Brand Users 2 Brand Users
92%
Q6) Do you know Amul Paneer? Yes No 196 171
__________________________________________________
49

Awareness
47% 53%
Yes No
Q7) Have you ever used Amul Paneer? Yes No 138 229
Consumption
38% Yes No 62%
Q8) If No Unaware Availability Price Freshness Loose paneer Others 102 14 28 27 41 17
__________________________________________________
50
7% 18% 45%
Unaware Availability Price Freshness Loose paneer
12% 12% 6%
Others
Q9) How frequently do you use Amul Malai Paneer? Once a week More than once a week Once a month Seldom
Frequency
74 52 4 8
3% 6% Once a w eek More than once a w eek 38% 53% Once a month Seldom
Q10) Since how many months/years you are using this product? Less than 24 months 2 to 5 years More than 5 years 66 65 7
__________________________________________________
51

Loyalty
5% 48% 47% Less than 24 months 2 to 5 years More than 5 years
Q11) What is the source of information? TV Ads Magazine Pamphlet Hoardings Word Of Mouth Friend/Relatives Others (specify)
Source of Information
21 4 0 0 115 35 21
11% 18%
11%
TV Ads 2% 0% Magazine Pamphlet Hoardings Word Of Mouth Friend/Relatives Others (specify)
58%
__________________________________________________
52

Visiblity
13% Yes N o 87%
13) Do advertising affect your purchase decision? Yes No Can't say

A dvertis ing Effect
237 70 67
18% Yes N o 19% 63% C an't say
Q14) If Amul provide you Paneer of better quality then what you have stated with approximate same price would you like to purchase it? Yes No Can't Say 90 54 27
__________________________________________________
53

Prospective Growth
100 80 Response 60 40 20 0 Yes No Can't Say 54 27 90
Central Region Q1) Do you use Paneer? Yes No Total

C tral M m ai U er en u b s
105 16 121
10 2 10 0 8 0 R esp n o se 6 0 4 0 2 0 0 Ys e
15 0
S rie e s1 S rie e s2 1 6 1 N o
Q2) Sex Composition Male Female 55 66
__________________________________________________
54

Sex composition
45% 55%
M ALE FEMALE
Q3) Age composition? 18-25 26-30 31-40 41-50 51 & above

Agewise Segment
51 & ABOVE 41-50 31-40 26-30 18-25 Response
45 19 49 10 4
4 10 43 19 45
Q4) For which purpose you use Paneer? Vegetables Pakoras 77 28
__________________________________________________
55
Paneer Usage
80 60 No. Of 40 Response 20 0 Vegetables Purpose 77 28 Pakoras
Q5) Which Brand of paneer you use? Amul Loose paneer Others Amul & loose paneer Amul & Warana 14 60 9 21 1
Amul Paneer
14 1 0 9 0 60 21
Others
Loose Paneer
Other Brands __________________________________________________ 56
Vijaya Warana
Other Brands
4 5
44% Vijaya 56% Warana
Q6) Do you know about Amul Malai Paneer? Yes No

Awareness
77 44
36% Yes No 64%
Q7) Have you ever used Amul Malai Paneer? Yes No 37 84
__________________________________________________
57

Consumption
31% Yes No 69%
Q8) If No Unaware Availability Price Freshness Loose Paneer Others 27 1 2 9 44 1
1% 32%
Unaware Availability Price Freshness 11% 1% 2% Loose Paneer Others
53%
Q9) How frequently do you use Amul Malai Paneer? Once a week More than once a week Once a month Seldom 20 9 5 3
__________________________________________________
58

Frequency
8% 14% Once a week M than once a week ore 54% 24% Once a m onth Seldom
Q10) Since how many months/years you are using this product? Less than 24 months 2 to 5 years More than 5 years
Loyalty
12 15 10
27%
32%
Less than 24 months 2 to 5 years More than 5 years
41%
Q11) What is the source of information? TV Ads Magazine Pamphlet Hoarding Word of mouth Friends/Relative Others 0 0 0 1 43 23 10
__________________________________________________
59

source of information
13%
0% 1%
TV Ads Magazine Pamphlet Hoarding
30%
56%
Word of mouth Friends/Relative Others
Q12) Is there proper visibility in the market? Yes No

Vis ibility
12 109
10%
Yes N o
90%
Q13) Do advertising effect your purchase decision? Yes No Can't say

Advertis ing Effect
92 11 18
15% 9% Yes N o C an't say 76%
__________________________________________________
60
Summer Project Report Q14)If Amul provide you Paneer of better quality then what you have stated with approximate same price would you like to purchase it? Yes No Can't say
P s e tiv G w ro p c e ro trh
2 5 Response 2 0 1 5 1 0 5 0 Ys e N o C n sa a 't y 2 0 1 4 1 0
20 14 10
Restaurants Analysis
Q3) Which brand of Paneer you use? Amul Only Warana Only Loose Paneer Amul & Loose Paneer
B n s U ed ra d s
8 1 63 6
8%
10% 1%
A mul W arana Loose P aneer A mul &Loose P aneer
81%
Q6) Do you know about Amul Malai Paneer? Yes 47 61
__________________________________________________
Summer Project Report No

Awareness
31
40% Yes No 60%
7) Have you ever used Amul Malai Paneer? Yes No

Consumption
14 50
22%
Yes No
78%
Q8) If No, then why Unaware Availability Price Freshness Loose paneer Others 10 8 22 12 9 0 62
__________________________________________________
Reasons for nonusage of Amul Paneer

25 20 15 10 5 0 Unaware Availability Price Freshness Loose paneer 10 8 12 9 22
0 Others
9) Since how many months/years you are using this product? < 24 months 2 to 5 years > 5 years
Loyalty
5 9 1
7% 33% < 24 months 2 to 5 years > 5 years 60%
Q11) What is the source of information? TV Ads Magazine Pamphlet Hoardings Word Of Mouth Friend/Relatives Others (specify) 8 2 0 0 9 8 2 63
__________________________________________________
S u eo In rm tio o rc f fo a n
1 0 8 6 4 2
zi n e d s
2
s o u th g s ve if y (s p e c t )
2 0
p h le a rd in
0
T V
d /R e la ti
a g a
a m
O f
12) Is there Proper Visibility in the Market? Yes No

Visibility
9 69
12%
O th e rs
H o
rd
W o
ri e n
Yes No
88%
13) Do advertising affect your purchase decision? Yes No Can't Say 29 25 23
__________________________________________________
64
Advertising Effect
30% 38% Yes No Can't Say
32%
Q14) If Amul provide you Paneer of better quality then what you have stated with approximate same price would you like to purchase it? Yes No Can't Say
Prospective Growth
19 19 14
27% 36% Yes No Can't Say 37%
Q5) Quantity you mostly purchase is? Of Amul 100gm 200gm 500gm 1kg Dice 3 4 0 3 Block 1 0 2 1
__________________________________________________
65

A ul Paneer Consum m ption
60 Percentage 50 40 30 20 10 0 10 m 0g 20 m 0g 500gm 1kg D ice Block
Of Loose Paneer 100gm 200gm 500gm 1kg
Dice 0 0 0 1
Block 1 2 2 2
Loose Paneer Consumption

2 1.5 1 0.5 0 0 100gm 0 200gm 0 500gm 1kg 1 1 Dice Block 2 2 2
Packets Size
__________________________________________________
66
Caterers Analysis
Q3) Which brand of Paneer you use? Amul Loose Paneer
Consumption Pattern
0 15
0% Amul Loose Paneer 100%
Q6) Do you know about Amul Malai Paneer? Yes No 9 6
__________________________________________________
67
Awareness
40% 60%
Yes No
Q7) Have you ever used Amul Malai Paneer? Yes No

Amul Loyalty
10 8 Response 6 4 2 0 Yes No 0 S1
0 9
Q7) If No, then why Price Freshness Loose paneer 6 1 2
__________________________________________________
68
Factors Affecting Uses
22% Price Freshness 11% 67% Loose paneer
Q12) Is there Proper Visibility in the Market? Yes No

Visibility
15 15 10 5 0 0 Yes No
0 15
Q13) Do advertising affect your purchase decision? Yes No Can't Say 7 4 4
__________________________________________________
69
Advertising
7 7 6 5 4 3 2 1 0 Yes No Can't Say 4 4
Q14) If Amul provide you Paneer of better quality then what you have stated with approximate same price would you like to purchase it? Yes No Cant Say
Prospective G rowth
2 2 2
33% 34% Yes N o C an't Say
33%
Q4) What factors will you consider while buying Paneer? Taste Price Brand Name __________________________________________________ 44 51 29 70
Summer Project Report Softness Availability Packaging

Factors Consider
70 Response 60 50 40 30 20 10 0 Taste Price Brand Name Softness Availability Packaging 44 51 29 31 22 59
59 31 22
Q5) Quantity you mostly purchase is? Weight 100 gm 200 gm 500 gm Equal or more than 1kg
Q uantity Purchase
16 14 12 10 8 6 4 2 0 15
KGS 0 0 0 15
0 100 gm
0 200 gm
0 500 gm
Equal or m ore than 1kg
__________________________________________________
71
Flight Kitchen
Q3) Which brand of Paneer you use? Amul Loose Paneer
Consumption Pattern
0 4
0% Amul Loose Paneer 100%
Q6) Do you know about Amul Malai Paneer? Yes No 2 2
__________________________________________________
72
Awareness
50%
50%
Yes No
Q7) Have you ever used Amul Malai Paneer? Yes No

Loyalty
1 3
25% 75%
Yes No
Q8) If No, then why Unaware Availability Price Freshness Loose paneer Others 2 0 0 0 2 0
__________________________________________________
73

Factors Affecting Uses
0% Unaware Availability 50% 50% P rice Freshness Loose paneer Others 0%
Q11) What is the source of information? TV Ads Word Of Mouth

Source Of Information
2 2 1.5 TV Ads Word Of Mouth 0 1
0 2
Response
1 0.5 0
__________________________________________________
74
Visibility
25% Yes No 75%
Q13) Do advertising affect your purchase decision? Yes No cant say

Advertising Factor
1 0 3
3 2.5 2 1.5 1 0.5 0 Yes No cant say
Q14) If Amul provide you Paneer of better quality then what you have stated with approximate same price would you like to purchase it? Yes No 1 1
__________________________________________________
75

Prospective Growth
No 50%
Yes 50%
Q4) what factors will you consider while buying Paneer? Taste Price Brand Name Softness Availability Packaging
Factor Consider
20 Response 15 10 5 0 Taste Price Brand Name Softness Availability Packaging 14 11 10 17 19 18
14 17 11 19 18 10
Q5) Quantity you mostly purchase? __________________________________________________ 76
Flight Kitchen OBEROI FLIGHT KITCHEN AMBESDER SKY CHEF TAJ FLIGHT KITCHEN AIR INDIA CHEF
Q uantity Purchase
Kg/Day 80 70 300 125
22%
14% 12%
O BER I FLIG T O H KIT H C EN AM BESD SK C EF ER Y H T FLIG T KIT H AJ H C EN AIR IN IA C E D H F
52 %
Weight 100 gm 200 gm 500 gm 1 kg

Quantity Purchase
4.5 4 3.5 3 2.5 2 1.5 1 0.5 0
Response 0 0 0 4
Response
0 100 gm
0 200 gm
0 500 gm
1 kg
__________________________________________________
77
Findings
Southern Region Replacement Problem Problem with stock Bad services Problem with margin Freshness of paneer No POP's 6 1 5 2 4 3 28.57143 4.761905 9.52381 23.80952 19.04762 14.28571 29 5 9 24 19 14
__________________________________________________
78
Problem Analysed
14% 19%
Replacement Problem 28% Problem with stock Bad serv ices 5% Problem with margin Freshness of paneer No POP's
10%
24%
Western Region Distribution problem Need in block form of 500gm Replacement Margin No proper Packaging Service is not good No POP's 4 7 2 1 6 5 3 4 1 6 7 2 3 5 14.28571 3.571429 21.42857 25.00 7.142857 10.71429 17.85714
Problems Analysed
Distribution problem Need in block form of 500gm Replacement
11% 18%
14% Margin 25% No proper Packaging Service is not good No POP's
21%
4%
7%
Central Region Freshness 3 2 20 79
__________________________________________________
Summer Project Report No POP's No Fridge, No approach from company Problem with margin
Problems Analysed
2 4 1
3 1 4
30 10 40
Freshness 10% 30% No POP's No Fridge, No approach from company 20% Problem with margin
40%
Competitive Analysis (Attributes)
High
Brand Name & Softness 80
__________________________________________________
Summer Project Report Moderate Low Taste & Packaging Price & Availability
High Moderate Low
Brand Name & Packaging Price & Availability Taste & Softness
Taste
High Moderate Low Brand Name & Packaging Price & Availability Taste & Softness
Softness Price
81
__________________________________________________
Conclusions Amul has a competitive advantage on attributes like Brand Name & Packaging. Needs to emphasis more on Taste & Softness.
Areas to be penetrated Region Wise

Southern Region All Fresh Dadar Market Neelam Agency Portugese Church NM Joshi Marg Adarsh Sweet & Farsan Mart NM Joshi Marg Sony Mony Provision Store Haji Ali Om Dry Fruits Parel Richie rich Mahim Church Chedda Dry Fruits Shivaji Park Kamal Grain Stores Mount Road Alkaber Byculla Monji Jetshi & Co- Parel Village Central Region Suyog Restaurant Wadala Joy Tea Centre Bhandup West Amrit Bhoj LBS Marg Bhandup West Gupta Chana & Dry Fruits Bhandup West __________________________________________________ 82
Summer Project Report Hasmukh Tea & Dry Fruits - Bhandup West Prataprai & Sons Bhandup West Western Region Maharastra Store Goregoan East Popular Stores Goregoan East Bobby Novelty Stores Goregoan East Adarsh Dry Fruit & General Store Goregoan East Bharti Dugdhalya Andheri East Shakti Tea Centre Santacruz East (If Price Factor consider then Amul will sell)
Central Region
To know the consumer Preferences: (ref Q2 & Q3 from Questionnaire) (T test dependent left tail) 1. For Taste Sr. No 1 2 3 . . . 29 30 H0: 2 =1 H1: 2 < 1 Any Paneer 5 4 5 . . . 4 5 Rate for Amul Paneer 5 4 3 . . . 3 3
Hypothesis: No difference in the rating given to any paneer & to Amul Malai Paneer Rating given to Amul Paneer is lesser than that given to any Paneer. 83
__________________________________________________
Summer Project Report Let = 10% Paired Samples Statistics Std. Deviation .664 .664 Std. Error Mean .121 .121
Pair 1
Any Amul
Mean 4.20(a) 4.20(a)
N 30 30
Conclusion: The correlation and t cannot be computed because the standard error of the difference is 0. 2. For Price Sr. No 1 2 3 . . . 29 30 H0: 2 =1 H1: 2 < 1 Any Paneer 2 1 3 . . . 3 3 Rate for Amul Paneer 2 2 3 . . . 2 2
Hypothesis: No difference in the rating given to any Paneer & to Amul Malai Paneer Rating given to Amul Malai Paneer is lesser than that given to any Paneer Let = 10% Paired Samples Statistics Std. Deviation 1.104 .809 Std. Error Mean .202 .148
Pair 1
Any Amul
Mean 2.57 2.63
N 30 30
Paired Samples Correlations N Correlati Sig. 84
__________________________________________________
Summer Project Report on Pair 1 Any & Amul 30 .202 .284
Paired Samples Test Paired Differences 90% Confidence Interval of the Std. Difference Std. Error Deviation Mean Lower Upper 1.230 .225 -.448 .315
Mean Pair 1 Any Amul -.067
t -.297
Df 29
Sig. (2tailed) .769
Conclusion: Since Significance level ( p-value ) is greater than .05 i.e .76>.05 Therefore null hypothesis is accepted, i.e. at 90% confidence level there is no Significant difference in rating given to any Paneer and to Amul Paneer Also, mean rating for any Paneer is lesser than mean rating for Amul paneer, which means pricing for Amul paneer is better than pricing for any Paneer.
3. For Brand Name Sr. No 1 2 3 . . . 29 30 H0 : 2 =1 Any Paneer 5 4 4 . . . 5 5 Rate for Amul Paneer 4 4 4 . . . 3 3
Hypothesis: No difference in the rating given to any Paneer & to Amul Malai Paneer
H1: 2 < 1 Rating given to Amul Paneer is lesser than that given to any Paneer Let = 10% Paired Samples Statistics __________________________________________________ 85
Summer Project Report Std. Error Mean .141 .118
Pair 1
Any Amul
Mean 4.23 3.83
N 30 30
Std. Deviation .774 .648
Paired Samples Correlations N Pair 1 Any & Amul 30 Correlati on -.126 Sig. .507
Paired Samples Test Paired Differences 90% Confidence Interval of the Std. Difference Std. Error Deviation Mean Lower Upper 1.070 .195 .068 .732
Mean Pair 1 Any Amul .400
t 2.048
Df 29
Sig. (2tailed) .050
Conclusion: Since Significance level ( p-value ) is equal than .05 i.e. .050=.05 Therefore null hypothesis is accepted, i.e. . at 90% confidence level there is no Significant difference in rating given to any Paneer and to Amul Paneer Also, mean rating for any Paneer is more than mean rating for Amul paneer, which means brand name for Amul paneer is not better than any Paneer. 4. For Softness Sr. No 1 2 3 . . . 29 30 H0: 2 =1 Any Paneer 4 3 4 Rate for Amul Paneer 3 2 4 . . . 2 2
3 3
Hypothesis: No difference in the rating given to any Paneer & to Amul Paneer 86
__________________________________________________
H1: 2 < 1 Rating given to Amul paneer is lesser than that given to any Paneer. Let = 10% Paired Samples Statistics Std. Deviation .844 1.285 Std. Error Mean .154 .235
Pair 1
Any Amul
Mean 3.67 2.73
N 30 30
Paired Samples Test Paired Differences 90% Confidence Interval of the Std. Difference Std. Error Deviation Mean Lower Upper 1.596 .291 .438 1.428
t 3.203
Df 29
Sig. (2tailed) .003
Conclusion: Since Significance level ( p-value ) is lesser than .05 i.e. .003<.05 Therefore null hypothesis is rejected, i.e. at 90% confidence level there is Significant difference in rating given to any Paneer and to Amul Paneer 5. For Availability Sr. No 1 2 3 Any Paneer 4 3 4 Rate for Amul Paneer 3 4 3 87
__________________________________________________
Summer Project Report . . . 29 30 H0: 2 =1 H1: 2 < 1 . . . 3 3 . . . 3 2
Hypothesis: No difference in the rating given to any Paneer & to Amul Malai Paneer Rating given to Amul Paneer is lesser than that given to any Paneer. Let = 10% Paired Samples Statistics Std. Deviation .959 .712 Std. Error Mean .175 .130
Pair 1
Any Amul
Mean 3.33 2.90
N 30 30
t 1.659
Df 29
Sig. (2tailed) .108
Conclusion: Since Significance level ( p-value ) is greater than .05 i.e .108>.05 Therefore null hypothesis is accepted, i.e. at 90% confidence level there is no Significant difference in rating given to any Paneer and to Amul Paneer
__________________________________________________
88
6. For Packaging Sr. No 1 2 3 . . . 29 30 Any Paneer 4 4 4 . . . 3 5 Rate for Amul Paneer 3 4 3 . . . 2 2
Hypothesis: H0: 2 =1 No difference in the rating given to any Paneer & to Amul Malai Paneer H1: 2 < 1 Rating given to Amul Paneer is lesser than that given to any Paneer. Let = 10%
Paired Samples Statistics Std. Deviation .937 .937 Std. Error Mean .171 .171
Pair 1
Any Amul
Mean 3.13(a) 3.13(a)
N 30 30
Conclusion: The correlation and t cannot be computed because the standard error of the difference is 0.
South Region
To know the consumer Preferences: (ref Q2 & Q3 from Questionnaire) (T test dependent left tail) 1. For Taste Sr. No 1 2 3 . Any Paneer 5 5 5 . Rate for Amul Paneer 2 2 1 . 89
__________________________________________________
Summer Project Report . . 29 30 . . 4 4 . . 4 4
Hypothesis: H0: 2 =1 No difference in the rating given to any paneer & to Amul Malai Paneer H1: 2 < 1 Rating given to Amul Paneer is lesser than that given to any Paneer. Let = 10%
Paired Samples Statistics Std. Deviation .900 1.217 Std. Error Mean .164 .222
Pair 1
Any Amul
Mean 4.47 2.97
N 30 30
Paired Samples Correlations N Pair 1 Any & Amul 30 Correlati on .141 Sig. .458
Paired Samples Test Paired Differences 90% Confidence Interval of the Std. Difference Std. Error Deviation Mean Lower Upper 1.408 .257 1.063 1.937
Mean Pair 1 Any Amul 1.500
t 5.835
Df 29
Sig. (2tailed) .000
Conclusion: Since Significance level ( p-value ) is lesser than .05 i.e. .000<.05 Therefore null hypothesis is rejected, i.e. at 90% confidence level there is Significant difference in rating given to any Paneer and to Amul Paneer
__________________________________________________
90
Summer Project Report Q2) For Price Sr. No 1 2 3 . . . 29 30 H0: 2 =1 Any Paneer 5 2 3 . . . 2 2 Rate for Amul Paneer 4 5 2 . . . 2 2
H1: 2 < 1 Rating given to Amul Malai Paneer is lesser than that given to any Paneer Let = 10% Paired Samples Statistics Std. Deviation 1.203 .999 Std. Error Mean .220 .182
Pair 1
Any Amul
Mean 3.00 3.63
N 30 30
Paired Samples Test Paired Differences 90% Confidence Interval of the Std. Difference Std. Error Deviation Mean Lower Upper 1.426 .260 -1.076 -.191
Pair 1
Any -
Mean -.633
t -2.433
Df 29 91
Sig. (2tailed) .021
__________________________________________________
Summer Project Report Amul Conclusion: Since Significance level ( p-value ) is lesser than .05 i.e. .021<.05 Therefore null hypothesis is rejected, i.e. at 90% confidence level there is Significant difference in rating given to any Paneer and to Amul Paneer Q3) For Brand Name Sr. No 1 2 3 . . . 29 30 Any Paneer 3 1 3 . . . 5 3 Rate for Amul Paneer 4 4 4 . . . 5 3
H0: 2 =1
H1: 2 < 1 Rating given to Amul Paneer is lesser than that given to any Paneer Let = 10% Paired Samples Statistics Std. Deviation 1.149 .805 Std. Error Mean .210 .147
Pair 1
Any Amul
Mean 2.70 4.20
N 30 30
Paired Samples Test __________________________________________________ 92
Summer Project Report Paired Differences 90% Confidence Interval of the Std. Difference Std. Error Deviation Mean Lower Upper 1.306 .239 -1.905 -1.095
Mean Pair 1 Any Amul -1.500
t -6.289
Df 29
Sig. (2tailed) .000
Conclusion: Since Significance level ( p-value ) is equal than .05 i.e .000<.05 Therefore null hypothesis is rejected, i.e. at 90% confidence level there is Significant difference in rating given to any Paneer and to Amul Paneer
2. For Softness Sr. No 1 2 3 . . . 29 30 Any Paneer 3 5 5 Rate for Amul Paneer 2 2 1 . . . 2 2
2 2
Hypothesis: H0: 2 =1 No difference in the rating given to any Paneer & to Amul Paneer H1: 2 < 1 Rating given to Amul paneer is lesser than that given to any Paneer. Let = 10% Paired Samples Statistics Std. Deviation .999 1.165 Std. Error Mean .182 .213 93
Pair 1
Any Amul
Mean 4.37 2.43
N 30 30
__________________________________________________
Summer Project Report Paired Samples Correlations N Pair 1 Any & Amul 30 Correlati on .214 Sig. .256
Paired Samples Test Paired Differences 90% Confidence Interval of the Std. Difference Std. Error Deviation Mean Lower Upper 1.363 .249 1.511 2.356
t 7.770
Df 29
Sig. (2tailed) .000
Conclusion: Since Significance level (p-value) is lesser than .05 i.e .000<.05 Therefore null hypothesis is rejected, i.e. at 90% confidence level there is Significant difference in rating given to any Paneer and to Amul Paneer Q5) For Availability Sr. No 1 2 3 . . . 29 30 H0: 2 =1 Any Paneer 2 1 3 . . . 4 3 Rate for Amul Paneer 4 4 4 . . . 4 4
H1 : 2 < 1 Rating given to Amul Paneer is lesser than that given to any Paneer. Let = 10% __________________________________________________ 94
Paired Samples Statistics Std. Deviation 1.172 .900 Std. Error Mean .214 .164
Pair 1
Any Amul
Mean 2.73 3.87
N 30 30
Paired Samples Test Paired Differences 90% Confidence Interval of the Std. Difference Std. Error Deviation Mean Lower Upper 1.279 .234 -1.530 -.736
Mean Pair 1 Any Amul -1.133
t -4.852
Df 29
Sig. (2tailed) .000
Conclusion: Since Significance level ( p-value ) is lesser than .05 i.e .000<.05 Therefore null hypothesis is rejected, i.e. at 90% confidence level there is Significant difference in rating given to any Paneer and to Amul Paneer Q6). For Packaging Sr. No 1 2 3 . . . Any Paneer 3 3 4 . . . Rate for Amul Paneer 4 4 3 . . . 95
__________________________________________________
Summer Project Report 29 30 H0: 2 =1 5 3 5 3
H1: 2 < 1 Rating given to Amul Paneer is lesser than that given to any Paneer. Let = 10% Paired Samples Statistics Std. Deviation 1.189 1.008 Std. Error Mean .217 .184
Pair 1
Any Amul
Mean 3.37 3.47
N 30 30
t -.341
Df 29
Sig. (2tailed) .735
Conclusion: Since Significance level ( p-value ) is greater than .05 .735>.05 Therefore null hypothesis is accepted, i.e. at 90% confidence level there is no Significant difference in rating given to any Paneer and to Amul Paneer Paneer.
__________________________________________________
96
Western Region
To know the consumer Preferences: (ref Q2 & Q3 from Questionnaire) (T test dependent left tail) 1. for Taste Sr. No 1 2 3 . . . 29 30 Any Paneer 4 4 5 . . . 4 5 Rate for Amul Paneer 3 2 3 . . . 3 2
Hypothesis: H0: 2 =1
No difference in the rating given to any paneer & to Amul Malai Paneer
H1: 2 < 1 Rating given to Amul Paneer is lesser than that given to any Paneer. Let = 10% Paired Samples Statistics Std. Deviation .504 .959 Std. Error Mean .092 .175
Pair 1
Any Amul
Mean 4.43 3.67
N 30 30
Paired Samples Test Paired Differences Std. Std. 90% Confidence Deviation Error Interval of the t Df Sig. (2tailed)
Mean
__________________________________________________
97
Summer Project Report Difference Mean Pair 1 Any Amul .767 1.006 .184 Lower .454 Upper 1.079 4.173 29 .000
Conclusion: Since Significance level ( p-value ) is lesser than .05 i.e. .000<.05 Therefore null hypothesis is rejected, i.e. at 90% confidence level there is Significant difference in rating given to any Paneer and to Amul Paneer
Q2) For Price Sr. No 1 2 3 . . . 29 30 H0: 2 =1 Any Paneer 4 5 3 . . . 3 5 Rate for Amul Paneer 2 3 2 . . . 3 4
H1: 2 < 1 Rating given to Amul Malai Paneer is lesser than that given to any Paneer Let = 10% Paired Samples Statistics Std. Deviation .860 .814 Std. Error Mean .157 .149 98
Pair 1
Any Amul
Mean 3.87 3.40
N 30 30
__________________________________________________
Paired Samples Test Paired Differences 90% Confidence Interval of the Std. Difference Std. Error Deviation Mean Lower Upper 1.137 .208 .114 .819
t 2.249
Df 29
Sig. (2tailed) .032
Conclusion: Since Significance level ( p-value ) is lesser than .05 i.e .032 < .05 Therefore null hypothesis is rejected, i.e. at 90% confidence level there is Significant difference in rating given to any Paneer and to Amul Paneer Q3) For Brand Name Sr. No 1 2 3 . . . 29 30 H0: 2 =1 Rate for any paneer 3 5 4 . . . 5 3 Rate for Amul Paneer 5 5 4 . . . 3 4
H1: 2 < 1 Rating given to Amul Paneer is lesser than that given to any Paneer Let = 10% Paired Samples Statistics __________________________________________________ 99
Pair 1
Any Amul
Mean 4.10 4.23
N 30 30
Std. Deviation .803 .679
Std. Error Mean .147 .124
t -.660
Df 29
Sig. (2tailed) .514
Conclusion: Since Significance level ( p-value ) is equal than .05 i.e .514> .05 Therefore null hypothesis is accepted. i.e. at 90% confidence level there is no Significant difference in rating given to any Paneer and to Amul Paneer . 4. For Softness Sr. No 1 2 3 . . . Any Paneer 4 3 4 Rate for Amul Paneer 2 3 2 . . . 100
__________________________________________________
Summer Project Report 29 30 3 5 3 2
H0: 2 =1
Hypothesis: No difference in the rating given to any Paneer & to Amul Paneer
H1: 2 < 1 Rating given to Amul paneer is lesser than that given to any Paneer. Let = 10% Paired Samples Statistics Std. Deviation .961 .568 Std. Error Mean .176 .104
Pair 1
Any Amul
Mean 3.80 2.57
N 30 30
Paired Samples Test Paired Differences 90% Confidence Interval of the Std. Difference Std. Error Deviation Mean Lower Upper 1.305 .238 .829 1.638
t 5.178
Df 29
Sig. (2tailed) .000
Conclusion: Since Significance level ( p-value ) is lesser than .05 i.e .000<.05 Therefore null hypothesis is rejected, i.e. at 90% confidence level there is Significant difference in rating given to any Paneer and to Amul Paneer Q5) For Availability __________________________________________________ 101
Summer Project Report Sr. No 1 2 3 . . . 29 30 H0: 2 =1 Any Paneer 3 4 3 . . . 4 3 Rate for Amul Paneer 4 3 4 . . . 3 4
H1: 2 < 1 Rating given to Amul Paneer is lesser than that given to any Paneer. Let = 10% Paired Samples Statistics Std. Deviation .640 .777 Std. Error Mean .117 .142
Pair 1
Any Amul
Mean 3.73 3.50
N 30 30
t 1.070
Df 29
Sig. (2tailed) .293
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102
Conclusion: Since Significance level ( p-value ) is lesser than .05 i.e .293>.05 Therefore null hypothesis is accepted, i.e. at 90% confidence level there is no Significant difference in rating given to any Paneer and to Amul Paneer
Q6). For Packaging Sr. No 1 2 3 . . . 29 30 Any Paneer 3 4 5 . . . 4 5 Rate for Amul Paneer 5 4 3 . . . 4 3
H0 : 2 =1
H1 : 2 < 1 Rating given to Amul Paneer is lesser than that given to any Paneer. Let = 10% Paired Samples Statistics Std. Deviation .640 .777 Std. Error Mean .117 .142
Pair 1
Any Amul
Mean 3.73 3.50
N 30 30
Paired Samples Correlations __________________________________________________ 103
N Pair 1 Any & Amul 30
Correlati on -.416
Sig. .022
t 1.070
Df 29
Sig. (2tailed) .293
Conclusion: .293 > .05 Therefore null hypothesis is accepted, i.e. at 90% confidence level there is no Significant difference in rating given to any Paneer and to Amul Paneer Paneer.
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104
Recommendations For Action

Cross promotions by introducing scratch cards (discount coupons) with Amuls leading products. Direct distribution of paneer to flight kitchens which will reduce the middleman cost and will improve relations. Arrange POPs which convey the message as under:
Yahan par sabhi Amul Products uplabdh hain Introduce block forms of 200 gms.
Include paneer recipe booklets along with Amul Paneer. Should concentrate more on areas where loose paneer is not available eg. NM Joshi Marg. Better coordination in terms of availability across distributors of dairy products & ice cream products. Capture market related data through use of GIS or other software to know the key outlets of an area. Training to be imparted to salesmen for better and more careful stock handling to reduce transit damages and save on replacement costs. Introduce Fresh Paneer which could be distributed through the cold chain of Amul Dahi.
The Taste of India
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105
Annexure
Questionnaire-Retailer
1) Do you keep Paneer? Yes (If No, Goto Q No. 13) 2) Which Brand of paneer you keep? Vijaya Amul (If No, Goto Q No.5) Warana Local Brand Loose Paneer Others (Specify):______________________________________________________ 3) What is its demand vis--vis with its competitors? Low (If No, Goto Q No.4) 4) If Low, Then why Price Softness Quality __________________________________________________ 106 Medium High No
Summer Project Report Taste Regular Supply Others (Specify):______________________________________________________ 5) If No, Then why Margin (If Margin, Goto Q No.6 and 7) Low demand of product (If Low demand of product, Goto Q No.8) Availability (If availibilty, Goto Q No. 9 and 10) Perishability Others (Specify):_______________________________________________________
6) What extra margins do you get from different brand of paneer? Margin Brand Amul Warana Vijaya Local Brand Local Paneer Others (Specify) 1-5% 6-10% 11-15% Above 15%
7) If Margin, Then how much margin would you expect from company________________________________________________________________ 8) If Low demand of product, Then what customer is looking for_____________________________________________________________________ 9) If Availability, How many time distributors salesmen are coming in a week? Once Twice Thrice More than three
10) How many packets get consume weekly? Quantity Consumption 1-5 6-10 100gm 200gm 500gm 1kg
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107
Summer Project Report 11-15 Above 15
11) Do you get Amul POPs? Yes No
12) Is the condition of the stock proper when received? Yes If No, Then whats the problem? 13) If No, Then why Margin Low demand of product Perishability Others (Specify):_______________________________________________________ No
Name of the establishment: ________________________________________________ Name of the retailer: ______________________________________________________ Address: _______________________________________________________________________ _ _______________________________________________________________________ _ Contact No.________________________________
Questionnaire Consumer Insights

__________________________________________________ 108
1) Do you use Paneer? Yes 2) For which purpose you use Paneer? No
3) Which brand of Paneer you use? Vijaya Amul Warana Loose Paneer Any Other, (Please Specify):____________________________________________ 4) What factors will you consider while buying Paneer? (Rate them on a scale of 1 to 5) 5-Highest, 1-Lowest Rate 5 4 3 Factors Taste Price Brand Name Softness Availability Packaging 2 1
5) Quantity you mostly purchase is: D: Dice B: Block __________________________________________________ 109
Summer Project Report Quantity Segment Households Restaurants Canteen Catering 100gm D B 200gm D B 500gm D B 1kg D B
6) Do you know about Amul Malai Paneer? Yes (If No, Goto Q.No.14) 7) Have you ever used Amul Malai Paneer? Yes If No, Then why Unaware Availability Price Freshness Loose paneer Others (Specify):________________________________________________________________ 8) How frequently do you use Amul Malai Paneer? Once a week More than once a week Once a month Seldom 9) Since how many months/years you are using this product? Less than 24 months 2 to 5 years More than 5 years 10) How would you rate Amul Malai Paneer on the following factors? __________________________________________________ 110 No No
Summer Project Report (Rate them on a scale of 1 to 5) 5-Highest, 1-Lowest Rate Factors Taste Price Brand Name Softness Availability Packaging 11) What is the source of information? TV Ads Magazine Pamphlet Hoardings Word Of Mouth Friend/Relatives Others (Specify):_______________________________________________________________ 5 4 3 2 1
12) Is there Proper Visibility in the Market? Yes No
13) Do advertising affect your purchase decision? Yes No Cant Say 14) If Amul provide you Paneer of better quality then what you have stated with approximate same price would you like to purchase it? Yes No
Name of the respondent: _________________________________________________ Age: ___________ Yrs. __________________________________________________ 111
Sex Male Female
Telephone / Mobile No. _____________________________
Bibliography
http://www. amul.com/ The Official Amul Web site http://www.indiadairy.com/ The Global resource for the Indian Dairy Industry http://www.indiainfoline.com/ The online resource for information on Indian Business http://www.economictimes.com/
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Amul Malai Paneer-Final Report

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Summer Project Report

Summer Internship Report (02nd May, 2007 to 30 June, 2007)

To increase the sales and market share of Amul Malai Paneer.

Mr. Sameer Nagle

Prepared By:ZEESHAN NAQVI

Chetanas R.K. Institute Of Management, Mumbai

Summer Project Report

Name: Zeeshan Naqvi Signature

Summer Project Report

Summer Project Report

Summer Project Report

Summer Project Report

Summer Project Report

Summer Project Report

Company Overview Gujarat Co-operative Milk Marketing Federation

Amul: The origin

The start of a revolution

Obstacles: Springboards for success.

Summer Project Report

Milk by products: An excuse to expand.

Cattle: From stumbling blocks to building blocks.

List of Products Marketed:

Amul Butter Amul Lite Low Fat Breadspread 12

Summer Project Report

Amul Cooking Butter

Mithaee Range (Ethnic sweets):

UHT Milk Range:

Amul Pure Ghee Sagar Pure Ghee Amul Cow Ghee 13

Summer Project Report Infant Milk Range:

Sweetened Condensed Milk:

Amul Mithaimate Sweetened Condensed Milk

Chocolate & Confectionery: __________________________________________________ 14

Summer Project Report

Amul Milk Chocolate Amul Fruit & Nut Chocolate

Nutramul Malted Milk Food

Amul Shakti White Milk Food

Process of Marketing Research

3) Methodology Exploratory Research:

Summer Project Report

Geographical Region Areas

Western Mumbai Bandra-Dahisar

Central Mumbai Sion-Mulund

SWOT Analysis Of Amul Paneer

Summer Project Report

Strength Brand Name Availability Presence in dice form

Opportunities Availability Block paneer of 500 gm & 1kg

Competing Brands (Warana

Poor Coordination & Distribution

Emerging Brands (Nestle Paneer

Summer Project Report

Reasons for nonavailiabilty of paneer

Central Western South

4) If Low demand of product, then what customer is looking for

Summer Project Report

Summer Project Report

Other Brands Warana Local Brand Mfg Mahananda Chitale Vijaya

Summer Project Report

Warana Local Brand Mfg Mahananda Chitale Vijaya

Summer Project Report

Summer Project Report

Other Brands Vijaya Warana Local Brand (Govind)

Summer Project Report

Other Brands Warana Local Brand