- To study acceptability of Amul milk and milk based products by the retailers based on different variables such as quality, brand image, margin and satisfaction. - To estimate market potential and opportunities for Amul products. - To identify the top retailers in terms of sales of Amul milk and related products get feedback from specific region.

1. A Study on Retailer’s perception
& behaviour towards Amul fresh
product division
Gaurav Kale - 43
Marketing
St. Francis Institute Of Management & Research

2. Amul
 “AMUL” means “Priceless” in Sanskrit
 Formed in1946,is dairy co-operative movement in
India.
 A brand name managed by Gujarat Co-operative
Milk Marketing Federation(GCMMF)
 Jointly owned by 3.37 million milk producer in
Gujarat.
 Spurred the white revolution of India, which has
made India the largest producer of milk and milk
product in the world.

3. Some Facts
Year of Establishment 1973
Members
17 District Cooperative Milk Producers'
Unions
No. of Producer Members 3.37 Million
No. of Village Societies 18,536
Total Milk handling capacity per
day
24 Million litres per day
Milk Collection (Total - 2014-15) 5.42 billion litres
Milk collection (Daily Average
2014-15)
14.85 million litres
Cattle feed manufacturing Capacity 6340 Mts. per day
Sales Turnover -(2015-16) Rs. 230050 Crores

4. Amul Products
Bread Spreads Cheese Range Mithai Range
Amul Butter Amul Cheese
Spread
Amul Shrikhand
Amul Lite Low fat
Butter Spread
Pizza Mozzarella
Cheese
Amul Gulab Jamoon
Amul Cooking
Butter
Amul Processed
Cheese
Amul Basundi
Amul Elemental
Cheese
Amul Avsar Ladoo
Amul Gouda
Cheese
Fresh Milk Beverage Paneer
Amul Taaza Amul Kool
Flavoured Milk
Amul Malai Paneer
Amul Gold Amul Masti
Buttermilk
Amul Fresh Paneer
Amul Cow Milk Amul Lassi Amul Tin Paneer
Amul Kool Shakers
Amul Smoothies

5. To know why
retailers, prefer to
stock Amul products
even though there
are too many
problems like Less
Margin, No
Replacement
Find out how many
retailers are willing to
take up
distributorship for
Amul products
directly.
Need for Study

6. Objectives
 To study acceptability of Amul milk and milk
based products by the retailers based on
different variables such as quality, brand
image, margin and satisfaction.
 To identify the top retailers in terms of sales
of Amul milk and related products get
feedback from specific region.
 To study about the potential wholesalers who
are willing to become distributors of Amul
products.
 To do a competitor’s analysis for Amul
products in the market.

7. • Exploratory
• Descriptive
Research
Type
• Primary
• Secondary
Data
Collection
• Sampling Frame: 100 respondents
• Population: Andheri, Jogeshwari & Goregaon
• Sampling Technique: Cluster sampling
• Category: Dairy, General Stores,
Departmental Stores, Sweet Shop.
Sampling
Design
• Analysis is based on both
primary as well as secondary
data.
Data
Analysis
Research Methodology

8. Pricing and Margins.
Particulars SKU Units/crateorBoxShelfLifeRatetoRetailer RatetoRetailer/Unit MRP/Unit
Amul Taaza(TonedMilk) 500ml 24pouches 2Days 441 18.38 19
Amul Taaza(TonedMilk) 1ltr 12pouches 2Days 441 36.75 38
Amul Gold(Full CreamMilk)500ml 24pouches 2Days 557.76 23.24 24
Amul Gold(Full CreamMilk)1ltr 12pouches 2Days 557.76 46.48 48
Amul Masti PouchDahi 200gm 50pouches 7Days 593 11.86 13
Amul Masti PouchDahi 400gm 24pouches 7Days 547.5 22.8125 25
Amul Masti PouchDahi 1kg 10pouches 7Days 506 50.6 55
Amul Masti PouchDahi 5kg 2pouches 7Days 485 242.5 250(50/kg)
Amul PlainButtermilk 500ml 24pouches 2days 227.04 10.43 11

9. Analysis Of Data
Do you stock AMUL
products?
19%
33%
48%
Products
Milk/Curd/B
uttermilk
Milk/Curd
Milk/Butter
milk
Which product of
Amul do you
Stock?

10. List the
shortcomings of
Amul as a brand
according to you?
0 20 40 60 80 100
Low Margin
Distribution
No Credit Facilities
No Customers
No Replacement of Damage
and Expired products
Shortcomings Of Amul
Which are the
other brand of
Milk do you
keep?
0 20 40 60 80 100
Aarey
Govardhan
Gokul
Mahananda
Mother Dairy
Others
Competitors

11. Reasons for stocking
other brands
17%
4%
5%
28%
19%
27%
Reasons for Stocking other brands
Attractive Schemes
Credit Facilities
Fast movements of product
Good Margin
High Distribution
Replacement for damage and
Expired Products
Where do you get
your stock of Amul
Products?
35
65
0
10
20
30
40
50
60
70
Distributor Wholesaler
Supplier

12. Are you satisfied with the Suppliers?
H0 = There is no significant relationship between the satisfaction level of the
retailers and margin provided to them by the Distributors
H1 = There is significant relationship between the satisfaction level of the
retailers and margin provided to them by the Distributors
Crosstab
Count
Margin
Total1.00 2.00 3.00
Satisfac
tion
No 9 40 15 64
Yes 14 18 4 36
Total 23 58 19 100
Chi-Square Tests
Value df
Asymp. Sig.
(2-sided)
Pearson Chi-
Square
8.637a 2 .013
Likelihood Ratio 8.490 2 .014
N of Valid Cases 100
Accept H1 Since there is significant relationship between the satisfaction level of
the retailers and margin provided to them

13. Would you like to take
distributorship of Amul?
Give your
ratings to the
following
attributes of
Amul.
Acceptabili
ty
Brand
Image
Margin Packaging
Replaceme
nt
Quality
Very Good 9 20 0 0 0 2
Good 21 43 0 0 0 78
Neutral 63 37 19 49 15 20
Bad 7 0 58 47 17 0
Very Bad 0 0 23 4 68 0
0
20
40
60
80
100
120
Ratings

14. H0= = There is no significant relationship between Acceptability of the product and Brand
Image.
H1 = There is significant relationship between Acceptability of the product and Brand
Image.
Acceptability*Brand Image
Interpretation: - Accept H1 since, it has been found from the study that there is significant
relationship between acceptability of the product and brand image of the company.
Crosstab
Count
Brand Image
Total3.00 4.00 5.00
Accepta
bility
2.00 5 2 0 7
3.00 25 33 5 63
4.00 7 4 10 21
5.00 0 4 5 9
Total 37 43 20 100
Chi-Square Tests
Value df
Asymp.
Sig. (2-
sided)
Pearson Chi-
Square
29.88
8a
6 .000
Likelihood Ratio 32.08
0
6 .000
Linear-by-Linear
Association
18.69
9
1 .000
N of Valid Cases 100

15. H0= = There is no significant relationship between Acceptability of the product and
margin provided by the distributors.
H1 = There is significant relationship between Acceptability of the product and margin
provided by the distributors.
Acceptability*Margin
Crosstab
Count
Margin
Total1.00 2.00 3.00
Accepta
bility
2.00 0 2 5 7
3.00 13 41 9 63
4.00 7 9 5 21
5.00 3 6 0 9
Total 23 58 19 100
Chi-Square Tests
Value df
Asymp.
Sig. (2-
sided)
Pearson Chi-
Square
18.52
2a
6 .005
Likelihood Ratio 17.80
2
6 .007
Linear-by-Linear
Association
6.046 1 .014
N of Valid Cases 100
Interpretation: - Accept H1 since, the study reveals that there is significant relationship
between Acceptability of the product and Margin provided to them by the Distributors

16. H0= = There is no significant relationship between Acceptability of the product and the
packaging of the product.
H1 = There is significant relationship between Acceptability of the product and the
packaging of the product.
Acceptability*Packaging
Interpretation: -Accept H1 since, the study reveals that there is significant relationship
between Acceptability of the product and Packaging of the product.
Crosstab
Count
Packaging
Total1.00 2.00 3.00
Accepta
bility
2.00 0 0 7 7
3.00 0 42 21 63
4.00 4 3 14 21
5.00 0 2 7 9
Total 4 47 49 100
Chi-Square Tests
Value df
Asymp.
Sig. (2-
sided)
Pearson Chi-
Square
39.21
0a
6 .000
Likelihood Ratio 40.60
2
6 .000
Linear-by-Linear
Association
.380 1 .538
N of Valid Cases 100

17. H0= = There is no significant relationship between Acceptability of the product and the
replacement of the product.
H1 = There is significant relationship between Acceptability of the product and the
replacement of the product.
Acceptability*Replacement
Interpretation: -Accept H1 since, the study reveals that there is a significant relationship
between Acceptability of the product and Replacement of the products
Crosstab
Count
Replacement
Total1.00 2.00 3.00
Accepta
bility
2.00 2 0 5 7
3.00 52 6 5 63
4.00 9 7 5 21
5.00 5 4 0 9
Total 68 17 15 100
Chi-Square Tests
Value df
Asymp.
Sig. (2-
sided)
Pearson Chi-
Square
35.652
a
6 .000
Likelihood Ratio 30.376 6 .000
Linear-by-Linear
Association
.000 1 .994
N of Valid Cases 100

18. H0= = There is no significant relationship between Acceptability of the product and the
quality of the product.
H1 = There is significant relationship between Acceptability of the product and the
quality of the product.
Acceptability*Quality
Interpretation: -Accept H1, it has found that there is significant relationship between
Acceptability of the product and Replacement of the product.
Crosstab
Count
Quality
Total3.00 4.00 5.00
Accepta
bility
2.00 0 7 0 7
3.00 15 46 2 63
4.00 5 16 0 21
5.00 0 9 0 9
Total 20 78 2 100
Chi-Square Tests
Value df
Asymp.
Sig. (2-
sided)
Pearson Chi-
Square
6.186a 6 .403
Likelihood Ratio 9.947 6 .127
Linear-by-Linear
Association
.057 1 .812
N of Valid Cases 100

19. Market Share
3% 6%
10%
9%
13%
21%
38%
Market Share
Aarey
Govardhan
Gokul
Mahananda
Mother Dairy
Others
Amul

20. 1%8%
11%
13%
7%
17%
43%
Jogeshwari
Aarey
Govardhan
Gokul
Mahananda
Mother Dairy
Others
Amul
36%
4%
8%
16%
9%
7%
20%
Goregaon
Amul
Aarey
Govardhan
Gokul
Mahananda
Mother Dairy
Others
33%
4%
3%
5%7%
23%
25%
Andheri
Amul
Aarey
Govardhan
Gokul
Mahananda
Mother Dairy
Others

21. COMPANY MILK CURD BUTTERMILK
Amul 500 ml. Rs. 19 Rs. 13 Rs. 11
Aarey 500 ml. Rs.
17.50
NA NA
Gokul 500 ml. Rs.19 Rs.22 NA
Govardhan 500 ml. Rs.20 NA Rs.12
Mahananda 500 ml. Rs.20 NA NA
Mother
Dairy
500 ml. Rs.19 NA NA
Comparative Analysis

22. Competitors offering and Schemes provided to the
retailers.
 Navnath Milk: - 1 Crate of Navnath Milk gets 1 litre Sonai Milk
Free.
 Govardhan: - Give offers to their retailers buy 12 litre and get 1
litre milk free.
 Mother Dairy: - Rs. 35 off on 1 Crate.
 Mahananda: - Give retailers 1 crate at Rs. 363 (actual rate= Rs.
480)
 Shivirth Milk offers Rs. 6 margin per Litre.
 Easy credit facilities are given by Local Brands like Sonai

23. Findings From The Data
Collected
 Dumping
 Distribution
 Low Profit Margin
 Leaked packets
 Refrigerator
 Unauthorized Middleman

24. Interpretation
 Not Interested in Selling Amul Products due to low
profit margin
 The Distribution pattern is not adequate
 Needs focus on points like
◦ Credit facilities
◦ Dumping
◦ Leaked Products
◦ Middleman

25. Co-
operation
TimeData
Limitations

26. Recommendations
1.
• Services
2.
• Advertisements
3.
• Distribution Channel
•4.
• Replacement Policy

27. Conclusion
 Converted a Wholesaler into Amul’s Authorised
Distributor
 Take care of small little things like margins better
supply chain of all its products.
 Local and Dairy producers should be considered
as a potential threats

28. References
http://www.amul.com/
www.marketresearch.com
www.dairy.com
www.indiahowto.com/distribution
www.seminarsonly.com
www.marketresearch.com

29. Thank You