Objectives 1 comparitive analysis 2 retailers perception towards Amul dahi 3 Execution of Amul promotional contest for Amul kool

1. “A study of competitive analysis and business development of Amul
Masti Dahi in Mumbai”
“To study competitive analysis and business development of Am
Rahul Agrawal

2. Objectives
 To study the distribution pattern of Amul masti dahi w.r.t.
retailers in mumbai city
 To study market share of Amul dahi with its competitors
 To execute Amul promotional campaign for “Amul kool”
 To study the CSR activity

3. Profile
• Founded in 1946 ,1Dec
• Headquarters : Anand Gujarat
• Key people :
Utterly Butterly Delicious Amul

4. GCMMF Sales Turnover Rs (million) US$ (in million)
1994-95 11140 355
1995-96 13790 400
1996-97 15540 450
1997-98 18840 455
1998-99 22192 493
1999-00 22185 493
2000-01 22588 500
2001-02 23365 500
2002-03 27457 575
2003-04 28941 616
2004-05 29225 672
2005-06 37736 850
2006-07 42778 1050
2007-08 52554 1325
2008-09 67113 1504
2009-10 80053 1700
2010-11 97742 2172
2011-12 116680 2500
2012-13 137350 2540
2013-14 181434 3024

5. Branding

6. Tagline AMUL “The Taste of India”
Achievements Most Trusted brand in the Food and Beverages in 2013
GCMMF receives prestigious CNN-IBN innovating for a better tomorrow award
2014
Amul Bags International Dairy Federation Award @ Austria in 2010
Milestones Largest distribution network for any FMCG
Worlds largest veg cheese manufacturer
Available in 40 countries of world
Largest exporter of dairy products in the World
.

7. Average monthly spend on food & groceries
31 28 32 31
18
16
30 29
18 17 19 18
16 16 15 16 16 16
13
14
13 13 13 13
9 12 9 9 10 9
13 13 13 13 13 15
120
100
80
60
40
20
0
professional
affluents
traditional
affluents
urban aspirers large town next
billion
small town next
billion
strugglers
home & personal care meat packaged food dairy vegetables & fruits staples
Note: all figures in %
Source : BCG consumer india survey, 2011

8. Literature Review
•Nandini Goswami & Madhumita Mookerji on may 31st,2004 in
their article “Branded Curd Find Its Way” published in the
newspaper of The Economic Times .
•Abhishek Law on October 4,2013 in their article “Mother
Dairy Out To Win South Market with Curd” published in The
Hindu Business Line .
• Viveat Susan Pinto on March 2nd, 2012 in their article “Mother
Dairy takes on Amul in Mumbai” published in the Newspaper
Business Standard .

9. Literature Review
According to CRISIL RESEARCH
• December 4th,2013 - INDIA is worlds largest milk producer
& consumer .
• December 4th,2013 - Curd and yogurt to remain fastest
selling products in the segment over medium term .
• December 4th,2013 - Sizeable investments expected by
2015-16

10. News
• Highest ever growth 32% since inception
• Target 30000 Cr by 2018-2019
• To set 200cr Dairy plant @ Varanasi
• To make Paneer & Ghee @ Waterloo
village USA

11. 21%
30%
Retailers under Mehul Agency
Location wise
0.36%
3%
46%
baazar main Rd office
/industrial
railway residential
area
6%
17%
31%
7%
3%
14%
1%
13.50%
7%
35
Category wise

12. Infrastructure
Deep Freezer
198
79
N Y
Total
Visible Coolers
152
125
N Y

13. About Amul Masti Dahi
• No preservatives
• Free from sugar
• Value for Money

14. Organised market
Unorganised market
BRAND PRICE PER
400gm INR
Amul 40
Nestle 55
Danone 55
Britannia 55
Mother dairy 38
Govardhan 55
Chitale 45
Unorganised 40-80
Competitors

15. Research Methodology
Research Design : Quantitative
Universe retailers in Mumbai
Sample : Retailers 280
Quota Sample
Nature Of research : Descriptive Research
Data collection tool : Questionnaire

16. Why do retailers prefer Amul Masti Dahi
Nominal
data Attributes
Final
Ranking
1 Margin 5
2 Replaceme
nt
5
3 Supply 3
4 Packaging 4
5 Taste 2
6 demand 1

17. MARKET
61.90
%
38.05
%
Amul
Dahi
Market size
OTHERS
1.Chitale
2.Nestle
3.Mahanand
4.Danone
5.Govardhan
6.Mother
Dairy

18. Factors Affecting Buying Behavior
4.27
Rating
1.751.63
2.93
1.24
2.63
1 2 3 4 5 6
1 brand name
2 replacement
3 margin
4 schemes
5 supply
6 packaging
BRAND
MARGIN
(%) SCHEM
ES
GOVARD
HAN
10-15 24+3
CHITALE 10-12 24+2
MAHANA
ND
10-12 24+2
BRITANN
IA
10-12 12+2
DANONE 12 12+2
NESTLE 10-12 12+1
MOTHER
15 12+1
DAIRY
AMUL 10-12 NA

19. Sales of Mehul Agency
3000
2000
1500
1000
500
0
2500
200 gm May
200 gm june
Sale of Dahi
400 gm may
400 gm june
1865
2994
489
854
* Fig in Pieces

20. A
M
U
L
K
O
O
L
D
I
S
P
L
A
Y
C
O
N
T
E
S
T
Roshan Bakery,
Byculla
Always Fresh ,
lovelane
Janhit Dugdhalaya,
KC
Janta Dairy ,
Parel
Shri ram dugdhalaya
KC

21. Major Findings
1. Supply Problem 8. Less Number of Salesman
2. Bill Problem 9. No awareness of Amul Gulab Jamun , Amul Pro , Amul probiotic Dahi
3. Shortage of Dahi 10. Infrastructure of Distributor and Retailers
4. Old Stock 11. Damage products
5. Change in Distributors
6. Visibility
7. Replacement

22. Recommendations
1. Solve Distributor – Retailer Problems
2. Availability Of Products
3. Weekly Two Visits to All Retail Outlets
4. Increase Salesman
5. Refine Delivery Schedules

23. WEBLOGRAPHY
https://www.crisilresearch.com/super16.jspx?serviceId=1101&State=ECONOMY#storyId#999990000616
1#sectionId#743
https://www.crisilresearch.com/super16.jspx?serviceId=1101&State=ECONOMY#storyId#999990000617
3#sectionId#745
https://www.crisilresearch.com/super16.jspx?serviceId=1101&State=ECONOMY#storyId#999990000618
0#sectionId#753
http://timesofindia.indiatimes.com/india/Amul-follows-Modi-to-set-up-Rs-200-crore-dairy-plant-in-
Varanasi/articleshow/35134336.cms
http://timesofindia.indiatimes.com/nri/us-canada-news/Amul-to-make-paneer-ghee-at-NRIs-dairy-plant-near-
New-Jersey/articleshow/20451567.cms
http://www.dnaindia.com/sport/report-amul-to-sponsor-india-in-commonwealth-asian-games-2001602
http://en.wikipedia.org/wiki/Amul
http://www.amul.com/m/awards
http://www.imarcgroup.com/dairy-industry-in-india/
http://www.amul.com/m/gcmmf-receives-prestigious-cnn-ibn-innovating-for-a-better-tomorrow-award
http://articles.economictimes.indiatimes.com/2011-01-17/news/28430569_1_lakh-litres-milk-marketing-federation-
gujarat-co-operative
http://articles.economictimes.indiatimes.com/2004-05-31/news/27395323_1_curd-mishti-nddb
http://profit.ndtv.com/news/market/article-indian-dairy-industry-to-touch-rs-5-lakh-crore-by-2015-
assocham-154300

24. http://www.thehindubusinessline.com/companies/mother-dairy-out-to-win-south-markets-with-curd-yogurt/
article5201624.ece
http://www.business-standard.com/article/companies/mother-dairy-takes-on-amul-in-mumbai-
112030200016_1.html
http://profit.ndtv.com/news/corporates/article-amul-to-invest-rs-4-000-4-500-crore-in-two-years-on-expansion-
388705
The marketing whitebook 2013-2014 Pg No 77-83