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“Retail Penetration of Amul Fresh
Product in Part of Delhi East”
Under the Guidance of: Submitted By
Prof. Surbhi Singh Mohd Salman Siddiqui
IMS Faculty BM-014128
• Looking at the current scenario, it is clear that a Company
in order to survive should keep on promoting its Brand
and that too in an innovative way.
• AMUL, few years back felt a need to come out with an
innovative change to make all its products get noticed,
bringing them all on the same platform as other
successful AMUL products like milk & butter are, under
• One of the major reasons for this study is to make
franchise owner benefit more over other Retail shops
which sell AMUL products.
PURPOSE AND OBJECTIVES
• To find out the penetration power of Amul products
in different product segments.
• To study the consumer response towards the
• Identify the major needs of the APOs. (Area specific).
• To explore consumer awareness of Amul curd &
butter milk against competing products.
• To Promote the Amul curd with the help of Umbrella
• Its daily milk procurement is approx 13 million lit (peak
period) per day from 16,117 village milk cooperative
societies, 17 member unions covering 24 districts, and
3.18 million milk producer members.
• It operates through 47 Sales Offices and has a dealer
network of 5000 dealers and 10 lakh retailers, one of the
largest such networks in India.
• Its product range comprises milk, milk powder, health
beverages, ghee, butter, cheese, Pizza cheese, Ice-cream,
Paneer, chocolates, and traditional Indian sweets, etc
• GCMMF is India's largest exporter of Dairy Products.
• It has been accorded a "Trading House" status.
• Many of our products are available in USA, Gulf
Countries, Singapore, The Philippines, Japan, China
• GCMMF has received the APEDA Award from
• For the year 2009-10, GCMMF has been awarded.
• Most trusted brand in Food and Beverages in 2013.
Collection of Data:
• The survey was done to collect the primary data from the Retailor
with the help of a structured questionnaire
Reponses of the Questionnaire. A list of variables was identified
by observation and initial analysis based on secondary data. For
each variable a question was framed in the Questionnaire so as to
enable proper and exhaustive analysis of the Footfall issue.
• Sample size: 150
• Respondent: 100
• Sampling Technique: Convenient Sampling
• Sampling area: Delhi East Region
Case Processing Summary
Valid Missing Total
N Percent N Percent N Percent
Gender * Are you
aware of AMUL
100 100.0% 0 .0% 100 100.0%
• Interpretation: Out of 100 respondents 89 are
male and 11 are females. Out of 90 male 89
were aware of Amul Masti Dahi . 100% of
female are aware
Gender * Are you aware of AMUL MASTI DAHI
Are you aware of AMUL
Gender Male 89 1 90
Female 10 0 10
Total 99 1 100
What is the weekly Sale of Amul curd
by the Consumer
Interval for Mean
Yes 21 2.00 .548 .120 1.75 2.25 1 3
No 79 2.19 .642 .072 2.05 2.33 1 4
Total 100 2.15 .626 .063 2.03 2.27 1 4
Interpretation: Out of 100 respondents 21 said yes and 79 said No
What is the weekly Sale of Amul curd by the Consumer
Squares df Mean Square F Sig.
Between Groups .598 1 .598 1.536 .218
38.152 98 .389
• H0: No difference in the mean sale of Amul among
the different group of satisfaction
• H1: difference in the mean sale of Amul among the
different group of satisfaction F ratio=1.536
• P-value=.218 (>0.05)
• So accept H0. Therefore there No difference in the
mean sale of Amul among the different group of
• Almost retailers are interested for sale. But some of all
retailers are not interested in AMUL product selling.
Because of low profit margin.
• Retailers were selling different brands. Because they were
able to receive more margin from un- popularized brand
that they could not from well known brands.
• Negligence to the Retailers by the Dealer. Behavior of the
Dealer is not acceptable.
• Retailers also demand for the replacements for the damage
due to the spoilage of beverages and butter that they have
to bear when the AMUL product gets spoiled after the
• Retailer play a huge role in influencing customer as
they from the major source of information for the
Retailer regarding to the Amul Masti Dahi.
• Amul has a good Reputation and name because of
Existence in the market for so many years especially
through the name of “Amul Butter”.
• This is done through survey. It helps in understanding
the market sales of the product which we are assigned
to data of different brands, their MRP, their Schemes
& offerings and their margins have been collected.
• Heavy Advertisement of Amul Masti Dahi is needed
• Free sample should be distributed.
• Packaging should be more attractive and colorful.
• Replacement of old or damaged product should be
done on time.
• Replacement of old or damaged product should be
done on time
• Some schemes or offer should be attached to attract
the Retailer as well as Customer also so increase the
sale of 1 Kg of Curd is more.
• Advertisement should be done in magazine.