A study on current market and

scope of expansion of AMUL

frozen product in Jaipur
Corporate Guide:
Mr. Prashant Sharma
(Officer incharge-frozen line)

Faculty Guide :
Dr. Jessy John
Submitted by
Manish Arora
PGDM-RM (2911)
1

Flow of Presentation
Company Profile
Objectives of study
Research Methodology
Data Analysis
Findings
Suggestions

Company Profile
Amul is an Indian dairy cooperative, based at Anand in the state of Gujarat, India. The word
Amul is derived from the Sanskrit word Amulya meaning Invaluable. The cooperative is also
referred to as Anand Milk Union Limited (AMUL).
It was formed in 1946 , it is a brand managed by a cooperative body, the Gujarat Co-operative
Milk Marketing Federation Ltd.(GCMMF) which today is jointly owned by 3 million milk
producers in Gujarat. It is a state level apex body of milk cooperatives in Gujarat 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.

Objectives of Study
To analyze the current market of Amul in Jaipur region.
To know factor influencing retailers perception towards AMUL
frozen products.
To analyze the scope of market expansion of AMUL frozen products
in Jaipur.

Research Methodology
Research
design

Descriptive
Research

Universe

All retailers in Chitrakoot, Sirsi

road, vaishali nagar area of
Jaipur who are selling frozen
products

Sampling
Technique

Data
source

Purposive
Sampling

Sample
size

161
Retaile
rs

Presentati
on
Tools

Bar
Graph
s
Pie
Chart

Primary Data- Interview Schedule

Secondary Data-,GCMMF Jaipur and
Internet

Bifurcation of Retailers
Sampling Units Sample Size
Amul Retailers

42

Non- Amul Retailers

119

Total

161

Area wise
bifurcation
Chitrkoot

Sirsi road

Vaishali
nagar

Total

Sample
(AMUL
retailer)

21

11

10

42

Sample
(Non-AMUL
retailer)

50

39

30

119

161

Data Analysis

Brand preferred mostly by Amul retailer

Frequency
Vadilal

Percent

Valid Percent

Cumulative Percent
9.5
9.5

9.5

Kwality walls

10

23.8

23.8

33.3

Amul

28

66.7

66.7

100.0

Total

42

100.0

100.0

9.5%
66.7%

23.8%

Reasons for Preference of AMUL frozen products

62%

33.2%

4.8%

10

Satisfaction with AMUL distributor

Satisfaction

52%
Dissatisfied

48%

Satisfied

11

Reasons for Dissatisfaction

36Reasons for Dissatisfaction
%

8
7
6
5
4
3
2
1
0

10
%

10
%

30
%

14
%

12

Frequency of Salesman visit to the retailers

5% 10%

86%

2-3 Days
6-8 Days

4-5Days

13

Preferred Brand of frozen

products
Most preferable Brand of frozen products
37%

40%
35%
30%

26%

25%
20%
14%

15%

10%

9%

10%
Chart Title

4%

5%
0%

Amul

Vadilal

Kwality walls Mother dairy

Cream bell

Havmor
14

Reasons for preference of Frozen

products By various brands
Reasons for preference of Frozen products By various brands
180

160

21

140

21

120
100
80
60
40

22
30

59

20
0

Amul

7
22

43
18
25

50

22

23

20
11

30

30

25

24
48

22

39
22

24
26

26

21

22

32

21

27

25

30

28

29

Vadilal

Kwality walls Mother diary Cream bell

Good quality
Proper service

Taste
Packaging

Havmor

Customer preferences
Profit margin

15

Approached by Amuls salesman to

develop new retailership

44%

56%

16

Retailers Interested in selling AMUL frozen products

Interested in AMUL frozen product

33%

67%

Yes

No
17

Past relationship with AMUL

Frequency

Percentage

Yes

98

82%

No

21

18%

Past relationship with Amul

18%
82%

Yes

No
18

Reason for Discontinuity

31%
43%
26
%

19

Findings
Only 48% of AMUL retailers are satisfied with the distributor
36% of the AMUL retailers faced the problem of ineffective distribution system.
30% of retailers had a complaint of no claim or delay in claim in AMUL frozen products
especially in ice-cream.
62% of AMUL retailers preferred AMUL frozen products because of Good Quality.
82% of Non-AMUL retailers have past relationship with AMUL and the major reason for
discontinue is low margin.
67% retailer are interested in selling AMUL frozen products.

20

Suggestions

Claims must be settled on time.

Salesman of company must approach Non-AMUL retailers.
AMUL should fulfil the demand of retailers in the peak seasons.
Company should do some aggressive marketing by their salespersons in this
area in order to make an impression upon the retailers and to convert them
towards Amul brand.
There is a scope of expansion if there is:
Regular visits of salesman
Proper supply of Frozen products

21

Thank you
22

Queries
23