Submitted to

Miss Ritu
Submitted By
Tejpal singh

 Introduction

of Project.
Company profile.
Objectives of the study
Research methodology.
Research work.
Data analysis.
Findings.
Conclusion.
Recommendations.
Limitations.

 In

this project, we have done a survey and

collected data on the basis of a questionnaire .
As per our topic "ANYLYSING MARKET SHARE OF
AMUL POUCH MILK IN KANPUR
our main focus :- To analyse the market share of
amul pouch milk in market.
AMUL milk, the market leader in Kanpur district
over the years , had lost the market share
drastically.

 Based

in Anand,Gujarat

Registered
Sourced
Amul

on December 14, 1946

from the sanskrit word amoolya.

products have been use in millions of

homes since 1946.

Amul

a leading food brand in India .

Dr Verghese Kurien, the Chairman of

the GCMMF (Gujarat Co-operative
Milk Marketing Federation Ltd), an
apex cooperative organisation,
based in the in Anand town of
Gujarat, India.

White Revolution. (1966)

Verghese Kuriens Amul
experiment in Gujarat soon
blossomed into the much
larger Operation Flood, spread
over 23 states, 170 districts
and 90,000 village
cooperatives. It changed India
from an importer to the
world's largest milk producer
and exporter.

India's
It

largest food products marketing organisation.

is a state level apex body of milk cooperatives in

Gujarat.
In

1954, Kaira District Co-operative Milk Producers Union

built a plant to convert surplus milk produced in the cold

seasons into milk powder and butter.
In

1973, the milk societies/district level unions decided to

set up a marketing agency to market their products.

It

was registered as a co-operative society on 9 July 1973.

Members:
cooperative milk

17 district
producers

union (16 nominal

member)
No. of Producer Members:
No. of Village Societies:
Total Milk handling capacity:
per day
Milk collection (Total 2011-12):
Milk collection (Daily Average 11-12)
Milk Drying Capacity:
Cattle feed manufacturing Capacity:

3.18 million
16,117
10.21 million litres
3.18 billion litres
10.6 million litres
647 Mts. per day
3690 Mts. per day

To find Total Milk Market in Kanpur.

To analyze the Amul Milk share in Kanpur City.

To know the market share of different companies.

To know the factors which affects the buyers buying

behaviour to purchase milk.
To find the main reasons behind decrease in sale.
To find what Advertising medium most use by
competitors.

Research Design :Descriptive Research Design

RESEARCH METHODS FOR COLLECTING DATA :Survey Method

Sources of Data
Questionnaires & interview of Retailers
DATA COLLECTION: Main emphasis was given to primary

data.
Primary Data Collection
Questionnaire
Personal interview

Secondary Data Collection

File records of the organization
Organization history and profile
Internet
Questionnaire in the project consists of:
Multiple choice questions
Dicthomus

DATA REPRESENTATION:
Data representation is in tabulation and graphical forms.

DATA ANALYSIS:
Data is analyzed with the help of statistical methods using

bar diagrams, pie charts etc.

LOCALITY: I have selected to perform my project in Kanpur.
In these respective Areas :Kidwai Nagar,Dada Nagar, Jajmau,CocaColaChauraha, Mall
Road, Govind Nagar,Krishna Nagar, kaka Dev .

Sampling:Sample Design: Non random sampling

Size of sample: 100

Sales
Amul

Parag

NamasteIndia
15%
20%

65%

%
yes
30%

No
70%

Column1
YES
30%

NO
70%

Sales
YES
28%

NO
72%

Area

NO. of Total sale

Retaile (crates)
r

Sale of Amul
Before Namaste
India launch (
crates )

Sale of Amul After

Namaste India
launch ( crates )

Govind
Nagar

10

87.5

81.5

60.5

Kidwai Nagar

10

55

50

42

Coca-Cola
Chauraha

Kaka Dev

100

87

57

JajMau

157

116

90

Dada Nagar

145

133

120

Mall Road

70

60

35

Series 1
Series 1
6

Huge difference between proper demand and

supply.
Lack of promotional activities.
Leakage problem.
Late in delivery.

We found that the customers mainly affected by

promotional activities so Amul must come up with new
promotional activities such that people become more
aware about Amul milk .

In comparison to Amul milk, the other players such as

Parag, and Namaste India provide a better availability
and give competition due to local brand .

People are mostly satisfied with the overall quality of

Amul milk, but for the existence in the local market Amul

must use aggressive selling techniques.

Its not easy to deal with the people of various

mindset.
Always be ready to do anything necessary to makes
your things done
Its all about Branding, people buy products what
they see, Brand loyalty is very low.
Finally we found that jo dikhta hai wo bikta hai

Company have to organize well defined distribution

channel.
Sales promotion and advertising to be made more
frequent for brand building.
Company should make plans for better performance
to the sales man.
Company should pay attention on the customers and
retailers suggestions and complaints about products,
service policies, price changes, advertising companies
etc.
The incentive structure should be revised for the
retailer to increase the sells

Due to increasing consciousness of customers and

dealers the company should consistently focus in
developing the quality as well as quantity of the
product.
Company should gather information of competitors
activities on regular basis.

LIMITATIONS OF THE STUDY :As the research was conducted in Kanpur city its result are valid
for Kanpur city.
The study is conducted during the period of June-2012 to July2012 hence results are valid for this time period.
Only the sample of retailers was surveyed because of limited
time.
As the survey was conducted on questionnaire basis as
everything in details was not available.
The scope of the study is retracted to Amul Milk in Kanpur city
only.