A study of competitive analysis and business development of Amul masti Dahi
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The document presents a study on the competitive analysis and business development of Amul Masti Dahi in Mumbai, focusing on distribution patterns, market share, and promotional activities. Key findings include supply issues, visibility challenges, and the need for improved distributor-retailer relationships. The study also outlines recommendations for enhancing sales and supply chain visibility to boost growth in a competitive market.
A study of competitive analysis and business development of Amul masti Dahi
- 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
Editor's Notes
- #4: Aims to provide renumerative returns to farmers Serves the consumer quality product which are gud vfm Its not only a product it was a movement , economic freedom of the farmers It has given farmer the courage to dream , to hope , to live 1966 hired sylvester
- #5: Gujarat cooperative milk marketing federation 1973, 17 district coop ., 3.23 mn milk producers , 23.2 mn ltrs per day handling and 4.79 bn ltrs handling per year , RS sodhi director n md 750 employees of marketing arm , pool consist of 3 mn milk producers
- #6: Umbrella branding Not more than 1 percent of its annual budget others spend 6-7 % Ads conveying msgs on a daily headlines ,
- #7: In 2013, Amul was named the Most Trusted brand in the Food and Beverages sector in The Brand Trust Report, published by Trust Research Advisory GCMMF for its innovative and unique contribution to nation-building and its role in creating a socio-economic revolution in rural India. The award was given to GCMMF (Amul) for the best environmental initiative in the "sustainability category" USA, West Indies, and countries in Africa, the Gulf Region, and SAARC neighbours, Singapore, The Philippines, Thailand, Japan and China, and others such as Mauritius, Australia, Hong Kong and a few South African , 50 sales office , 5000 distributors & 10 lakh retailers
- #8: Proportion of spending on dairy segments are quite similar i.e 16 %
- #9: INDIA acoounts 17% share for global milk production the aggregate fixed and incremental working capital requirement for the dairy and milk products industry over the next three years Dairy products being perishable in nature are most frequently purchased with a daily replenishment cycle , curd lassi , buttermilk yoghurt segment
- #11: Amul premium segment icecream launched
- #14: Curd made from Pasteurised Toned Milk
- #15: 3% of the total organised milk