Name- PRATEEK MISHRA

Section-D
Company name- AMUL GCMMF LTD
Project Title-Study on order placement of
Amul newly launched products in bakery in
the retail outlets in Jabalpur region
TABLE OF CONTENTS

• SECTOR ANALYSIS
• COMPANY ANALYSIS
• PROJECT METHODOLOGY
• ACTION PLAN
• OBSERVATION
• LEARNINGS AND
FINDINGS
• RESEARCH WORK
• SUGGESTIONS
• REFERENCES
FMCG INTRODUCTION

1.FMCG is the fourth-largest sector in India. Rural segment is growing at a rapid

2. India's household and personal care pace and accounted for a revenue
sector is the market leader, accounting for share of 45% in the overall revenues
half of the total market. Healthcare (31%) recorded by FMCG sector in India.
and food and drinks (F&B) (19%) stand in FMCG products account for 50% of
second and third, respectively, in terms of total rural spending
market share.
3.The primary growth drivers for the sector
have been more awareness, greater access,
and changing lifestyles.
PORTER 5 FORCES MODEL

Supplier Power
Buyer power
• No of suppliers • no of buyers
• Availability of suppliers • availability of suppliers
• Switching cost
• Contribution to cost • Contribution to cost

• No of competitor
Competitive • Switching cost
Rivalry • Strategic stakes
Threat of New Entry Threat of Substitution
• brand identity • Close substitute
• Product differentiation • Switching cost
• Economies of scale • Profitability of
• Distribution channel producer
COMPANY ANALYSIS
 Amul
Amul ghee
butter  Amul
 Amul fresh
Powder milk cream  Amul chocolates
 Amul milk range

Type – co-operative  Amul bread spread ranges

Founded in – 1946
Headquarters – Anand ,India
Industry – Dairy
. people - Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF)
Key
 Products - milk and related product
 Amul cheese
Amul ice cream
 Amul beverage range  Amul
Amul dahicookies  Amul mithai range
Revenue - $ 1 billion  Amul paneer
Employee – 2.41 million milk producer
Slogan – The Taste Of India
COMPANY ANALYSIS
BUSINESS MODEL OF AMUL-3 TIER SALES TURNOVER OF AMUL IN
BILLION INDIAN RUPEES
The three tiers are as follows:
12 450

 Village Dairy Cooperative Society – 400

10
Each manufacturer is a member of the 350

8 300
village dairy cooperative society, which is
250
a community for manufacturers. 6
200
 District Milk Unions –
4 150
Members of the Village Dairy Cooperative
100
2
Society elect delegates who constitute the 50
District Milk Union. 0 0
2015 2016 2017 2018 2019 2020 2021
 State Milk Federation – Series 1
This federation is in charge of product
distribution and sale in the market.
COMPANY ANALYSIS
AMUL COMPETITORS AMUL COMPETITORS

A
PRODUCTS PRODUCTS
Butter • Nestle Ice-cream • Kwality walls
• Gowardhan • Vadilal
• Mother dairy • Naturals

M
Cheese • Britannia • Baskin robbins
• Mother dairy
Ghee • Patanjali cow ghee Infant food • Nestle
• Britannia

U
• Gowardhan Dairy whitener • Nestle
• Britannia
Milk • Mother dairy • Mother dairy
• Sanchi
• Nestle
Chocolates • Cadbury

L
• Dinshaws
• Kwality • Nestle
• Mars
PROJECT METHODOLOGY-
ACTION PLAN LEARNINGS AND FINDINGS
Time Slot BUSINESS LEARNING RESEARCH
DAY 6: Date: 28/12/2021 Day: Tuesday  Amul is a branded identity having 3.6
9.00 am to 10.00 Reported at distribution point, did the beat plan for
million Gujarat milk producers today
am the day and checked SKU
Researched  The corporative body has product ranges
10.00 am to Visited 5 retail outlets with salesman of Lalmati,took about credit
11.00 am the orders for the day
facility to of 173+ and is trusted by its loyal
11.00 am to + visited 6 retail outlets written the complaints of the retailers their
12.00 pm retailers gave the solution, placed new products in
market
buying customers
behaviors in
12.00 pm to 1.00 Visited total 17 outlets understood that omicron has rural areas  Amul butter milk ghee chocolates ice
pm decreased the demand for products in the market yet
successfully placed 6 new orders for cookies and rusk
Understood
how to
cream are the dominant players in fmcg
conduct
sample testing
market
1.00 pm to 2.00 Took the break for half an hour, increased sample
pm testing in rural area of the beat and surveyed  Understood the concept of field work
retailers for
2.00 pm to 3.00 Completed total 24 retail outlets in west region
pm Demand of niche products is more in this market research  Faced rejections still promoted the product
project
3.00 pm to 4.00 Completed total 31 outlets took order and repeat the
I was assigned to
pm same process in each outlet
 Understood the problems with the Amul
4.00 pm to 5.00 Completed total 36 outlets came back to distributor
pm point prepared report and why it happens
5.00 pm to 6.00 Mailed report to TSO sir and done for the day
pm
6.00 pm to 7.00  
pm
PROJECT METHODOLOGY

 Title of the Project-Study on order placement of Amul newly launched products

in bakery in the retail outlets in Jabalpur region
 Acquired basic information about the company
 Acquired Knowledge about 173+ product ranges available in Amul Depot in
Jabalpur region like product shelf life, product packaging,SKUs,storage condition
etc.
 Did the Below the line activities for Amul
 Did SCPS of the company
 Analysis of 4Ps, Marketing Strategy of Amul Products
 Visited 100+ retail outlets and made new order placement
 Added 16 new counters in a day
 Understood product mix with respect to various region- eg misthi dohi
 Completed Market and competitor analysis
 Skills acquired- pitching, selling, listening, communication and leadership

..\Downloads\PRATEEK AMUL WIP DATA.xlsx

RESEARCH METHODOLOGY
Objective of the study-

 To find out the penetration of ‘AMUL

COOKIES AND RUSK’ bakery products in retail
outlets of Jabalpur with reference to retailers
of such products

 To find out the factors that effect stocking

decision of Amul cookies in retail outlets

 To find out the sales gap of various products

of Amul post Covid
PRIMARY AND SECONDARY DATA COLLECTION

The primary data was The secondary data was

collected through used for collecting
survey done of retailers information regarding
on the prepared sample survey however not
questionnaire. used in analysis
DATA COLLECTION OF COOKIES AND RUSK IN ONE AREA
SHOP LOCATION NUMBER/ORDERS COOKIES/RUSK ORDER
Dusk n Dawn Wright Town 7987387751 butter,cheese slice,ghee,milk
Pragati Provisions Ranital 8989497184 milk,ghee, butter
Mahaveer Provisions Wright Town 9691220453 ghee,butter,cheese
suresh kirana lal mati ghee ₹20*12,cow ghee 1/t*1 butter 100gm*2 rusk milk and jeera 6*6 pcs
maa santoshi Provisions lal mati 10pcs*100g ghee 200g*3 ghee 20*12 rusk milk and rusk 3*3 pcs
kanchghar kirana kanchghar amulya halfkg*4 200g*3 rusk jeera 2 elaichi 2
deepak dairy kanchghar butter50*100g ,500g*3,slice 6chotti,3 badi 1kg cube *1 chocolate cookies 6pcs ₹65, 6*3flavours rusk
pushpa matching &gen stores lal mati no order 6 cheese*rs20, 6 coconut*rs15 ,6 oats & honeycookies *rs15 1kg*1 ree rejoice
narayan dairy APO lal mati paneer*2packet coconut cookies 10*15rs
khushboo kirana lal mati cheese slice 125rs*1pck ,half kg makkhan*2 coconut cookies 6pc*15pcd
usmani kirana badi omti chocomini 3 box, dark passion 1box,100g butter*4 5 cheese packet *rs20, 10 coconut cookies*rs15
bharat bakery and gen store badi omti cheese cookies rs 20*3
kanchghar kirana kanchghar 8962541460 spary,amulya
Deepak dairy and bakers kanchghar 9826291399 butter 100g
pushpa kirana lalmati dwarka nagar butter, chocolates
Shree narayan Sweets lalmati dwarka nagar 9691274867 APO
Super kirana russel chowk cream 1lt*3, butter 100*10 half*2, cheese cube 1kg*1 spread 1pc cheese tin 1,diced 200g*1 butter 200g*3 ghee 200g*5
suresh kirana lal mati ghee ₹20*12,cow ghee 1/t*1 butter 100gm*2 rusk milk and jeera 6*6 pcs
maa santoshi Provisions lal mati 10pcs*100g ghee 200g*3 ghee 20*12 rusk milk and rusk 3*3 pcs
kanchghar kirana kanchghar amulya halfkg*4 200g*3 rusk jeera 2 elaichi 2
deepak dairy kanchghar butter50*100g ,500g*3,slice 6chotti,3 badi 1kg cube *1 chocolate cookies 6pcs ₹65, 6*3flavours rusk
pushpa matching &gen stores lal mati no order 6 cheese*rs20, 6 coconut*rs15 ,6 oats & honeycookies *rs15 1kg*1 ree rejoice
narayan dairy APO lal mati paneer*2packet coconut cookies 10*15rs
khushboo kirana lal mati cheese slice 125rs*1pck ,half kg makkhan*2 coconut cookies 6pc*15pcd
usmani kirana badi omti chocomini 3 box, dark passion 1box,100g butter*4 5 cheese packet *rs20, 10 coconut cookies*rs15
bharat bakery and gen store badi omti cheese cookies rs 20*3
saibaba indian bakery Indira market 100g butter, halfkg cow ghee,1peti chanch butter sugar free ₹20*12pcs
Sanjay kirana stores Indira market tin 4*1kg plain ghee, butter 500g*5 10rs butter*12, sugar free ₹20*4, cheese cookies ₹20*4
royal provisions civil lines no order except cookies jeera toast 12pcs
om prakash civil lines butter cookies 15rs wali ni aai
suresh kirana civil lines 200lt cow ghee,cheese slice 10pc*10,butter 200g*8,spread 2,taaza 1lt*6,cream 200ml*3,halflt
cheese taaza*3
cookies rs20*3pcd
APO civil lines mozerella cheese 6pcs,cow ghee 200g*5,taaza 1peti,chocomini1peti, rs10 butter cookies*6pcs, cheese cookies rs20*6, sugarfree butter rs20*6
Jasbir Dairy civil lines 1peti halfkg*butter 1peti*100g 34pcs 200g*butter 12pcs*spread,2peti kesar rs10 butter cookies*6pcs, cheese cookies rs20*4, sugarfree butter rs20*4
maa bhagwati traders old 100g*2,butter,cow 20rs 1 packet,cow milk powder adha kg 2 elaichi 2milk rusk
rambali old cheese slice200g*2butter 100g*10 toast 6pc jeera 6pc milk
RESEARCH FINDINGS

1. Due to large area tapped by Amul

competitors there is a low
penetration of Amul cookies in
the Market
2. Amul products are available in
each and every outlet due to its
good brand image
3. Amul Milk rusk has a chance to
Increase its demand as
compared to its competitors due
to price factor
4 company Should increase
Promotional strategies
5 Research was done on smaller
aspect
SAMPLE QUESTIONNAIRE & ANALYSIS
Sample size= 60 respondents

Q3. Do you sell Amul Products

Q1 Gender a. Male =48/60 Q2 Outlet type you own
Respondents= 60said YES
b. Female=12/60 Outlets- Convenience stores= 22
0 said NO
Eatery= 10
Grocery=28
YES NO

20%
grocery
28

eatery
80% 10

convenience store
22 100%
0 5 10 15 20 25 30
male female
respone
SAMPLE QUESTIONNAIRE & ANALYSIS
Q5 Do you sell Amul cookies ?
Q4 How Q7what
long youishave
the been intowith
problem cookies
Amuland rusk business? Q8 Which service needs to improve in Amul products?
cookies? Response = 35 said YES
Outlets- less than 1product
Respondents- year =24taste=06 respondents 25 said NO
Respondents- Credit facility=15respondents
1-3 years price= 26respondents
= 12 Q6 Which brand cookies you sell the most ?
distribution =5 respondents
more thanquantity
3 years== 24
19 respondents Expiry Replacement
RESPONDENTS FOR = 40 respondents
packaging=9respondents Amul = 12
30
30
45 Moms Magic= 31
25 40 Good day = 11
20 25
35 Others =6
30
35
15 20
25
30
10 15 20
25
15
5 10 20
10
15
0 5
less
5 than 1 1-3 years more than 3
year years 10
0
0 5
product price quantity packaging
0
Amul Moms Good day others
magic
SUGESSTIONS FOR AMUL
 Use its brand image and cover untapped
market near Jabalpur in different product
ranges
 Increase the sales of existing products
 Improve promotional activities
 Improve the pricing strategy in bakery
items
 Give credit facility
 Improve distribution channel
 Stock fresh products
 Work on replacement policy or find an
alternative to that
 Introduce new schemes for selling
aggressively
REFERENCES
https://www.amul.com/

https://www.statista.com/statistics/1188743/india-sales-turnover-of-amul/

https://www.ibef.org/download/FMCG-January-2021.pdf

https://www.ipl.org/essay/Five-Forces-Analysis-Of-The-Dairy-Industry-FK73XW36C
EDR

https://www.ipl.org/essay/Five-Forces-Analysis-Of-The-Dairy-Industry-FK73XW36C
EDR

https://www.mapsofindia.com/maps/madhyapradesh/jabalpur-map.htm

https://www.mbaskool.com/brandguide/food-and-beverages/3349-amul.html
THANK YOU