amul malai paneer-final report
TRANSCRIPT
Summer Project Report
Summer Internship Report (02nd May, 2007 to 30 June, 2007)
“To increase the sales and market share of Amul Malai Paneer”.
Project Guide:Mr. Sameer Nagle
Manager (Sales)
Prepared By:-
ZEESHAN NAQVI
Chetana’s R.K. Institute Of Management, Mumbai
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Declaration
I hereby declare that this dissertation submitted in partial fulfillment for the award of degree of Master in Management Studies in MARKETING is my Original work and not submitted for award of any other degree or diploma fellowship of similar titles or prize.
Place: Mumbai Name: Zeeshan Naqvi
Signature
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Certificate
This is to certify that the project study undertaken by Zeeshan Naqvi was completed under my guidance & Supervision at Chetana’s Institute of Management & Research.
I further Certify that the said work has not been submitted in a part or in full to any other university for award of any Degree, Diploma or Fellowship of similar titles or prizes.
Place: Mumbai Project Guide
Mr. Shailesh Kale
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Acknowledgement
First and foremost, we would like to express our gratitude and happiness in having been able to do our summer internship at Gujarat Co-operative Milk Marketing Federation (GCMMF). The entire experience was very interesting, knowledgeable and challenging.
We would like to offer our deepest gratitude to our project guide, Mr. Sameer Nagle for his continuous support and guidance without which we wouldn’t have been able to complete this project successfully.
We also would like to thank our internal project guide - all PSM, who has provided us with valuable inputs from time to time.
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Executive Summary
The research was conducted to find out consumers preferences & perception towards paneer, usage pattern of paneer and to know the satisfaction level of retailers with the product and services given by the company to increase the sales & market share. Firstly we did a pilot study wherein we took short interviews from some retailers and consumers.
After completion of the pilot study we prepared two questionnaire one for retailers and the other for consumers. We have used consumers questionnaire for restaurants, caterers and flight kitchens.
Sample composition for the research was:-
Retailers Consumers Restaurant Caterers Flight Kitchen
We have conducted survey in three different areas of Mumbai South Mumbai Western Mumbai Central Mumbai
Data collection through:-
Primary Data :- The respondents were personally interviewed with the help of a structured questionnaire.
Secondary Data :-o www.amul.coop
After the completion of data collection, the data was edited, coded and tabulated in Excel Sheets. Then the data was analyzed using different statistical tools (SPSS).
Finally, we submitted a report on our findings, analysis and suggestions for improvement.
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Table of Contents
Contents Page No.
1. Company Overview.………………………………………………………08
2. Process of Marketing Research………………………………………….15
3. SWOT Analysis…………………………………….................................17
4. Retailer Analysis…………………………………………………………..18
5. Consumer Analysis……………………………………………………….32
6. Restaurant Analysis………………………………………………………58
7. Caterer Analysis…………………………………………………………..64
8. Flight kitchen Analysis……………………………………………………69
9. Findings…………………………………………………………………….75
10. Competitive Analysis……………………………………………………77
11. Areas to Be Penetrated…………………………………………………79
12. Hypothesis……………………………………………………………….80
13. Recommendations……………………………………………………..102
14. Annexure….………………………………… ………………………….103
15. Bibliography………………………………………………………......…109
Company Overview
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Gujarat Co-operative Milk Marketing Federation
We are pleased to introduce our organization Gujarat Co-operative Milk Marketing Federation Ltd (GCMMF) as India's largest food products marketing organization with annual sales turnover of Rs.2881 crores(US $ 650 million). We manufacture and market a wide range of dairy products in India and abroad under the brand names of Amul and Sagar. GCMMF has 19 affiliated dairy plants with a total milk handling capacity of 6.7 million litres per day. The total milk drying capacity is 510 MT per day. GCMMF is also the largest exporter of dairy products from India.
We manufacture and market a wide range of dairy products in India and abroad under the brand names of Amul and Sagar. The product categories are Infant Milk Food, Skimmed Milk Powder, Full Cream Milk Powder, Dairy Whitener, Table Butter, Cheddar Cheese, Mozzarella Cheese, Emmental Cheese, Cheese Spreads, Gouda cheese, Ghee, Sweetened Condensed Milk, Chocolates, Malted Milk Food, Blended Breadspreads, Fresh milk, UHT (Long life) Milk, Ice-ream and ethnic Indian sweets. Each of our products is a market leader in India.
GCMMF is the largest exporter of dairy products from India. We export our products in consumer packs and bulk to USA, Singapore, UAE, Australia, Bahrain, Qatar, Oman, Kuwait, Bangladesh, Madagascar, Yemen, Sri Lanka etc. On a regular basis. We have won 9 awards consecutively from APEDA, Govt of India.
Amul: The origin
The mighty Ganges at it's origin is but a tiny stream in the Gangotri ranges of the Himalayas. Similar is the story of Amul which inspired 'Operation Flood' and heralded the 'White Revolution' in India. It began with two village cooperatives and 250 liters of milk per day, nothing but a trickle compared to the flood it has become today. Today Amul collects processes and distributes over a million liters of milk and milk products per day, during the peak, on behalf of more than a thousand village cooperatives owned by half a million farmer members. Further, as Ganga-ma carries the aspirations of generations for moksha, Amul too has become a symbol of the aspirations of millions of farmers. Creating a pattern of liberation and self-reliance for every farmer to follow.
The start of a revolution
The revolution started as awareness among the farmers that grew and matured into a protest movement and the determination to liberate themselves. Over four decades ago, the life of a farmer in Kaira District was very much like that of his counterpart anywhere else in India. His income was derived almost entirely from
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seasonal crops. The income from milch buffaloes was undependable. The marketing and distribution system for the milk was controlled by private traders and middlemen. As milk is perishable, farmers were compelled to sell it for whatever they were offered. Often, they had to sell cream and ghee at throwaway prices. In this situation, the one who gained was the private trader. Gradually, the realization dawned on the farmers that the exploitation by the trader could be checked only if marketed their milk themselves. In order to do that they needed to form some sort of an organization. This realization is what led to the establishment of the Kaira District Cooperative Milk Producers' Union Limited (popularly known as Amul) which was formally registered on December 14, 1946. The Kaira Union began pasteurizing milk for the Bombay Milk Scheme in June 1948. An assured market proved a great incentive to the milk producers of the district. By the end of 1948, more than 400 farmers joined in more village societies, and the quantity of milk handled by one Union increased from250 to 5,000 liters a day.
Obstacles : Springboards for success.
Each failure, each obstacle, each stumbling block can be turned into a success story. In the early years, Amul had to face a number of problems. With every problem came opportunity. A chance to turn a negative into a positive. Milk by products and supplementary yield which suffered from the same lack of marketing and distribution facilities became encumbrances. Instead of being bogged down by their fate they were used as stepping stones for expansion. Backward integration of the process led the cooperatives to advances in animal husbandry and veterinary practice.
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Milk by products: An excuse to expand.
The response to these provided stimulus for further growth. For example, as the movement spread in the district, it was found that the Bombay Milk Scheme could not absorb the extra milk collected by the Kaira Union in winter, when the production on an average was 2.5 times more than in summer. Thus, even by 1953, the farmer-members had no assured market for the extra milk produced in winter. They were again forced to sell a large surplus at low rates to the middlemen. The remedy was to set up a plant to process milk into products like butter and milk powder. A Rs 5 million plant to manufacture milk powder and butter was completed in 1955. In 1958, the factory was expanded to manufacture sweetened condensed milk. Two years later, a new wing was added for the manufacture of 2500 tons of roller-dried baby food and 600 tons of cheese per year, the former based on a formula developed with the assistance of Central Food Technological Research Institute (CFTRI), Mysore. It was the first time anywhere in the world that cheese or baby food was made from buffalo milk on a large, commercial scale. Another milestone was the completion of a project to manufacture balanced cattle feed. The plant was donated by OXFAM under the Freedom From Hunger Campaign of the FAO. To meet the requirement of milk powder for the Defense, the Kaira Union was asked by the Government of India in 1963 to setup additional milk drying capacity. A new dairy capable of producing 40 tons of milk powder and 20 tons of butter a day was speedily completed. It was declared open in 1965. The Mogar Complex where high protein weaning food, chocolate and malted food are being made was another initiative by Amul to ensure that while it fulfilled the social responsibility to meet the demand for liquid milk, its members were not deprived of the benefits to be had from the sale of high value-added products
Cattle : From stumbling blocks to building blocks.
Traditionally dairying was a subsidairy occupation of the farmers of Kaira. However, the contribution to the farmer's income was not as prominent as his attachment to dairying as a tradition handed down from one generation to the next. The milk yield from animals, which were maintained mainly on the by products of the farm, was decidedly low. That together with the lack of facilities to market even the little produced rendered the scientific practice of animal husbandry irrational as well as unaffordable. The return on the investment as well as the prospects of being able to market the product looked very bleak. It was a vicious cycle reinforced by generations of beliefs. The Kaira Union broke the cycle by not only taking upon themselves the responsibility of collecting the marketable surplus of milk but also provided the members with every provision needed to enhance production. Thus the Kaira Union has full-fledged machinery geared to provide animal health care and breeding facilities. As early as late fifties, the Union started making high quality buffalo semen. Through village society workers artificial insemination service was made available to the rural animal population. The Union started its mobile veterinary services to render
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animal health care at the farmers' doorstep. Probably for the first time in the country, veterinary first aid services, by trained personnel, were made available in the villages.The Union's 16 mobile veterinary dispensaries are manned by fully qualified staff. All the villages are visited bi-monthly, on a predetermined day, to provide animal health care. A 24-hour Emergency Service is also available at a fee (Rs. 35 for members and Rs. 100 for non-members). All the mobile veterinary vans are equipped with Radio Telephones. The Union runs a semen production center where it maintains high pedigreed Surti buffalo bulls, Holstein Friesian bulls, Jersey bulls and 50 per cent crossbred bulls. The semen obtained from these bulls is used for artificial breeding of buffaloes and cows belonging to the farmer members of the district. The artificial insemination service has become very popular because it regulates the frequency of calving in cows and buffaloes thus reducing their dry period. Not only that, a balanced feed concentrate is manufactured in the Union's Cattle Feed Plant and sold to the members through the societies at cost price.
Impressive though its growth, the unique feature of the Amul sagas did not lie in the extensive use of modern technology, nor the range of its products, not even the rapid inroads it made into the market for dairy products. The essence of the Amul story lies in the breakthrough it achieved in modernizing the subsistence economy of a sector by organizing the rural producers in the areas. The Kaira experiment: A new beginning in more ways than one.
A system which involves participation of people on such a large magnitude does not confine itself to an isolated sector. The ripples of its turbulence affect other areas of the society as well. The cooperatives in the villages of Kaira are contributing to various desirable social changes such as:
The yearly elections of the management committee and its chairman, by the members, are making the participants aware of their rights and educating them about the democratic process.
Perpetuating the voluntary mix of the various ethnic and social groups twice-a-day for common causes and mutual betterment has resulted in eroding many social inequilibria. The rich and the poor, the elite and the ordinary come together to cooperate for a common cause.
Live exposure to various modern technologies and their application in day-to-day life has not only made them aware of these developments but also made it easier for them to adopt these very processes for their own betterment. One might wonder whether the farmer who knows almost everything about impregnating a cow or buffalo, is also equally aware of the process in the humans and works towards planning it.
More than 900 village cooperatives have created jobs for nearly 5000 people in their own villages -- without disturbing the socio-agro-system -- and thereby the exodus from the rural areas has been arrested to a great extent.
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The income from milk has contributed to their household economy. Besides, women, who are the major participants, now have a say in the home economy.
Independent studies by various individuals and institutions have shown that as high as 48 per cent of the income of the rural household in Kaira District is being derived from dairying. Since dairying is a subsidairy occupation for the majority of the rural population, this income is helping these people not only to liberate themselves from the stronghold of poverty but also to elevate their social status.
Members: 13 district cooperative milk producers' Union
No. of Producer Members: 2.6 million
No. of Village Societies: 12,792
Total Milk handling capacity: 10.16 million litres per day
Milk collection (Total - 2006-07):
2.38 billion litres
Milk collection (Daily Average 2006-07):
6.5 million litres
Milk Drying Capacity: 594 Mts. per day
Cattlefeed manufacturing Capacity:
2640 Mts per day
List of Products Marketed:
Breadspreads:
Amul Butter Amul Lite Low Fat Breadspread Amul Cooking Butter
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Cheese Range:
Amul Pasteurized Processed Cheddar Cheese Amul Processed Cheese Spread Amul Pizza (Mozarella) Cheese Amul Shredded Pizza Cheese Amul Emmental Cheese Amul Gouda Cheese Amul Malai Paneer (cottage cheese) Utterly Delicious Pizza
Mithaee Range (Ethnic sweets):
Amul Shrikhand (Mango, Saffron, Almond Pistachio, Cardamom) Amul Amrakhand Amul Mithaee Gulabjamuns Amul Mithaee Gulabjamun Mix Amul Mithaee Kulfi Mix Avsar Ladoos
UHT Milk Range:
Amul Shakti 3% fat Milk Amul Taaza 1.5% fat Milk Amul Gold 4.5% fat Milk Amul Lite Slim-n-Trim Milk 0% fat milk Amul Shakti Toned Milk Amul Fresh Cream Amul Snowcap Softy Mix
Pure Ghee:
Amul Pure Ghee Sagar Pure Ghee Amul Cow Ghee
Infant Milk Range:
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Amul Infant Milk Formula 1 (0-6 months) Amul Infant Milk Formula 2 ( 6 months above) Amulspray Infant Milk Food
Milk Powders:
Amul Full Cream Milk Powder Amulya Dairy Whitener Sagar Skimmed Milk Powder Sagar Tea and Coffee Whitener
Sweetened Condensed Milk:
Amul Mithaimate Sweetened Condensed Milk
Fresh Milk:
Amul Taaza Toned Milk 3% fat Amul Gold Full Cream Milk 6% fat Amul Shakti Standardised Milk 4.5% fat Amul Slim & Trim Double Toned Milk 1.5% fat Amul Saathi Skimmed Milk 0% fat Amul Cow Milk
Curd Products:
Yogi Sweetened Flavoured Dahi (Dessert) Amul Masti Dahi (fresh curd) Amul Lassee
Amul Icecreams:
Royal Treat Range (Butterscotch, Rajbhog, Malai Kulfi) Nut-o-Mania Range (Kaju Draksh, Kesar Pista Royale, Fruit Bonanza,
Roasted Almond) Nature's Treat (Alphanso Mango, Fresh Litchi, Shahi Anjir, Fresh
Strawberry, Black Currant, Santra Mantra, Fresh Pineapple) Sundae Range (Mango, Black Currant, Sundae Magic, Double Sundae) Assorted Treat (Chocobar, Dollies, Frostik, Ice Candies, Tricone,
Chococrunch, Megabite, Cassatta) Utterly Delicious (Vanila, Strawberry, Chocolate, Chocochips, Cake
Magic)
Chocolate & Confectionery:
Amul Milk Chocolate
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Amul Fruit & Nut Chocolate
Brown Beverage:
Nutramul Malted Milk Food
Milk Drink:
Amul Kool Flavoured Milk (Mango, Strawberry, Saffron, Cardamom, Rose, Chocolate)
Amul Kool Cafe
Health Beverage:
Amul Shakti White Milk Food
‘Process of Marketing Research
1) Need of Research:
To increase the sale & market share of Amul Malai Paneer.
2) Research Objectives:
To know consumers’ preferences & perception towards paneer To determine the consumption pattern of paneer To determine the demand, supply & performance of the product To analyse retailers’ product & service satisfaction
3) Methodology
Exploratory Research:
The research work was Exploratory in nature and was meant to provide the basic information required by research objectives. A preliminary study and findings can be further consolidated after detailed conclusion study has been carried out. The major methods employed in research are Survey and Observations.
We have done pilot study to get the basic information about the product. This information help us to prepare the questionnaire.
4) Sampling Technique
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Sample Composition
Retailers Simple random samplingHouseholds Simple random samplingRestaurants Simple random samplingCaterers Simple random samplingFlight Kitchens Judgment sampling
Area of research
Geographical Region
Southern Mumbai Western Mumbai Central Mumbai
Areas CST-Sion / Churchgate- Mahim
Bandra-Dahisar Sion-Mulund
Sample Size Composition
Retailers 477Household 637Restaurant 78Caterers 15
Flight Kitchen 4
5) Tools used for Research
Tools used for this research are Questionnaire, short interviews, SPSS software. A brief questionnaire focused to collect the relevant information was prepared. The respondents were asked to fill up this questionnaire followed by a short interview. The data gathered through these questionnaires was analyzed using different statistical tools (SPSS) to judge the target audience behavior and major factors, which influence them to use paneer.
6) Time for Completion
The time taken to complete the project was 45 days. 5 days for designing questionnaire, 30 days for market survey and filling questionnaire from the respondents, and 10 days for data coding, analysis and compiling of report.
7) Data Collection:
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Primary Data :- The respondents were personally interviewed with the help of a structured questionnaire.
Secondary Data :-o www.amul.coop
Editing:
This is the first step after data collection and performed to detect errors, omissions etc.
The data is corrected when possible and it is ensured that minimum quality standards have been achieved. Here central editing was done in order to ensure that data is:
Accurate Consistent with the intent of the question Uniformly entered Completed Arranged to simplify coding and tabulation
Coding:
This process involves assigning numbers or other symbols to answer so that the responses can be grouped into classes or categories.
Alphanumeric, numeric codes were used by us in order to ensure that categorization of data establishes
Appropriateness Exhaustiveness Single Dimension
Tabulating:
This process converts information gathered by primary methods to a medium for viewing and editing.
This was done to create data files, records and link files to ensure simple storage, retrieval and updating of data.
SWOT Analysis Of Amul Paneer
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Strength
Brand Name
Availability
Presence in dice form
Weakness
No Advertisement
Replacement Problem
Lack of awareness
Lack of coordination between
distributor and retailers
Uneducated salesmen
Opportunities
Availability Block paneer of 500
gm & 1kg
Poor Coordination & Distribution
Of local brands
Threat
Competing Brands (Warana
Vijaya)
Emerging Brands (Nestle Paneer
Mother Dairy Paneer)
Retailers Analysis
1) Do you keep Paneer?
South Western Central
Yes 173 185 84
No 9 5 21
Availability of Paneer
95
97
80
5
3
20
0 20 40 60 80 100 120
South
Western
Central
Percentage
No
Yes
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13) If No, then why
Margin Low Demand
Availability Perishability Others
South 2 1 1 2 3
Western 0 0 0 5 0
Central 6 2 2 1 10
Reasons for nonavailiabilty of paneer
02468
101214
Mar
gin
Low D
eman
d
Availa
bility
Perish
abilit
y
Other
s
Res
po
nse Central
Western
South
4) If Low demand of product, then what customer is looking for
South Western Central
Freshness 6 7 1
Softness 4 2 0
Replacement 2 0 0
Demand Exist 0 5 0
Unawareness 0 4 1
Packaging Problem 1 2 0
Others 1 5 1
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Customers Expectations
02468
10121416
Fre
shness
Soft
ness
Repla
cem
ent
Dem
and
Exis
t
Unaw
are
ness
Packagin
g
Pro
ble
m
Oth
ers
Resp
on
se
Central
Western
South
4) Which Brand of paneer you keep?
Southern Region
Only Amul 126
Only Loose Paneer 8
Others (Mahananda,Chitale,Vijaya,Warana,Local
Brand)
12
TRIO 3
Amul & Loose Paneer 23
Amul & Others 6
Loose Paneer & Others 0
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Amul
OthersLP
126
128
26 6
3
0
21
Summer Project Report
Other Brands
Warana 3
Local Brand 2
Mfg 1
Mahananda 3
Chitale 2
Vijaya 1
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Amul
OthersLP
126
128
26 6
3
0
22
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Other Brands
25%
17%8%
25%
17%8%
Warana
Local Brand
Mfg
Mahananda
Chitale
Vijaya
Western Region
Only Amul 134
Only Loose Paneer 21
Others(Warana,Vijaya,Local Brand)
12
Amul & Loose Paneer 8
Amul & Others 4
Others & Loose Paneer 2
Amul,Loose Paneer & Others 1
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Amul
OthersLP
134
8 4
21 122
1
24
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Other Brands
Vijaya 1
Warana 3
Local Brand (Govind) 8
Other Brands
8%
25%
67%
Vijaya
Warana
Local Brand (Govind)
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Amul
OthersLP
134
8 4
21 122
1
25
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Central Region
Only Amul 73
Only Loose Paneer 1
Others(Warana,Vijaya,Local Brand)
1
Amul & Loose Paneer 6
Amul & Others 3
Others & Loose Paneer 0
Amul,Loose Paneer & Others 0
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Amul
OthersLP
73
6 30
1 10
26
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Other Brands
Warana 3
Local Brand 1
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Amul
OthersLP
73
6 30
1 10
27
Summer Project Report
Other Brands
75%
25%
Warana
Local Brand
3) What is its demand vis-à-vis with its competitors?
0
20
40
60
80
Response
Low Average High Can't Say
Demand
South
Western
Central
8) If Low, Then why
South Western Central
Price 5 56 11
Softness 7 19 4
Quality 6 10 1
Taste 5 15 1
Other (Specify) 21 16 3
Regular Supply 0 12 0
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South Western Central
Low 23 35 17
Average 50 69 22
High 39 78 51
Can’t Say 51 8 0
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Reasons for Low Consumption
5
7
6
5
21
0
56
19
10
15
16
12
11
4
1
1
3
0
Price
Softness
Quality
Taste
Other (Specify)
Regular Supply
Central
Western
South
6) What margins do you get from different brand of paneer?
South Western Central
1-5% 4 9 1
6-10% 31 81 36
11-15% 27 56 9
>15% 0 1 0
0
20
40
60
80
100
Response
1-5% 6-10% 11-15% >15%
Margins Range
Margins from Amul Paneer
South
Western
Central
7) If Margin, Then how much margin would you expect from company
South Western Central
10-15% 8 20 2
Exact 15% 26 26 9
16-20% 36 86 5
Exact 20% 11 5 9
21-25% 8 5 4
>25% 12 0 0
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8 20 2
26 26 9
36 86 5
11 5 9
8 5 4
12 00
10-15%
16-20%
21-25%M
arg
ins
Margins Expected
South
Western
Central
9) How many time distributors salesmen are coming in a week?
South Western Central
Once 17 48 8
Twice 123 136 36
Thrice 7 5 3
17
123
7
48
136
5
8363
South Western Central
Salesman Visit
Thrice
Tw ice
Once
11) Do you get Amul POP’s?
South Western Central
Yes 32 26 17
No 119 142 30
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Amul POP's
2116
36
7984
64
0
10
20
30
40
50
60
70
80
90
South Western Central
Perc
en
tag
eYes
No
12) Is the condition of the stock proper when received?
South Western Central
Yes 149 147 41
No 0 11 4
100
0
93
7
91
9
86
88
90
92
94
96
98
100
Per
cen
tag
e
South Western Central
Condition of Stock
10) How many packets get consume weekly?
Southern Region
KGS SALE IN WEEK NO OF RETAILERS
1 5
1.5 17
2 19
2.5 6
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3 47
3.5 11
4 7
4.5 20
5 26
10 23*
12 1
12.5 1
15 1
Average Consumption of Amul Paneer in a WeekSouthern Region
0
10
20
30
40
50
1 2 3 4 5 6 7 8 9 10 11 12 13
Kgs Sale in a Week
No
. o
f R
etai
lers
KGS SALE IN WEEK
NO OF RETAILERS
100GM 200GM 500GM 1KG
1 T0 5 23 25 1 0
5 TO 10 47 42 1 3
10 TO 15 20 38 0 0
15 & ABOVE 27 36 0 0
TOTAL 117 141 2 3
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Weekly Packwise Consumption of Amul PaneerSouthern Region
0 10 20 30 40 50
100GM
200GM
500GM
1KGP
ack
Siz
e
No. of Retailers
15 & ABOVE
10 TO 15
5 TO 10
1 T0 5
Central Region
KGS SALE IN WEEK NO OF RETAILERS
0.5 2
1.5 16
2 5
1 2
2 1
3 6
3.5 15
4 10
1 7
2 4
2.5 2
3 5
8 24
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Average Consumption of Amul Paneer in a WeekCentral Region
0
5
10
15
20
25
30
1 2 3 4 5 6 7 8 9 10 11 12 13
Kgs Sale in a Week
No
. o
f R
etai
lers
KGS SALE IN WEEK
NO OF RETAILERS
100GM 200GM 500GM 1 KG
1 TO 5 23 24 0 0
6 T0 10 9 15 0 0
11 TO 15 15 17 0 0
15 & ABOVE 10 15 0 0
Weekly Packwise Consumption of Amul Paneer- Central Region
0 10 20 30
1 TO 5
6 T0 10
11 TO 15
15 & ABOVE
Pac
k S
ize
No. of Retailers
1 KG
500GM
200GM
100GM
Western Region
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KGS SALE IN WEEK NO OF RETAILERS
0.5 2
1 15
1.5 18
2 35
2.5 15
3 40
3.5 10
4 3
4.5 6
5 8
7.5 1
8 3
9 1
10 29*
12 1
16 1
17 2
Average Consumption of Amul Paneer in a WeekWestern Region
0
10
20
30
40
50
1 3 5 7 9 11 13 15 17
Kgs Sale in a Week
No
. o
f R
etai
lers
NO OF RETAILERS
15 & ABOVE
100 GM 200 GM
500 GM
1KG
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1 T0 5 35 34 1 0
5 T0 10 23 69 2 4
10 T0 15 10 31 0 1
15 & ABOVE 6 16 1 2
74 150 4 7
Weekly Packwise Consumption of Amul PaneerWestern Region
0 20 40 60 80
100 GM
200 GM
500 GM
1KG
Pack S
ize
No. of Retailers
15 & ABOVE
10 T0 15
5 T0 10
1 T0 5
Consumer Analysis
South Mumbai
Q1) Do you use paneer?
Yes 162
No 0
162
0
0
50
100
150
200
Response
YES NO
SOUTH MUMBAI USER
Series1
Q2) Sex Composition
NO OF RESPONDENT =162 % WISE
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Male 143
Female 19
Sex Composition
88%
12%
Male
Female
Q3) Age composition
AGE GROUP NO OF RESPONDENT
18-25 52
26-30 37
31-40 42
41-50 19
51 & ABOVE 12
Demographic Segment
52
37
42
19
12
18-25
26-30
31-40
41-50
51 & ABOVE
AG
E G
RO
UP
NO OF PEOPLE
Series1
Q4) For which purpose you use Paneer?
__________________________________________________ 37
Summer Project Report
Vegetables 102
Sandwich 1
Vegetable & Pakodas 12
Burji 3
Cooking Veg,Nonveg,Pizzas,Sandwiches 6
Pakoda 12
Pakoda,Vegetables,Pulao 5
Vegetables,Pakoda,Burji 2
Vegetables,Pakoda,Burji,Pulao 1
Vegetables,Pakoda,Sandwich 1
Vegetables,Pakoda,Sandwich,Pulao 1
Vegetables,Pakoda,Sandwich,Tandoor,Burji,Pulao 2
Vegetables,Pulao 5
Vegetables,Pulao,Pakoda 1
Vegetables,Pulao,Pakoda,Sandwich,Tandoor 1
Vegetables,Sandwich 1
Vegetables,Tandoor 1
Vegetable & Burji 2
Paneer Dosa 2
Sandwich, Pizza 1
one purpose distribution
0
20
40
60
80
100
120
vegetable pakoda burji sandw itch
purpose of use
no
of
peo
ple
Series1
For Single purpose 120
__________________________________________________ 38
Summer Project Report
For 2 Purpose 22
For 3 Purpose 9
For more than 3 Purpose 11
Purpose of Use
0204060
80100120140
For Singlepurpose
For 2 Purpose For 3 Purpose For more than3 Purpose
purposes
no
of
peo
ple
Series1
Q5) Which brand of Paneer you use?
Amul 23
Loose Paneer 81
Others 11
Amul & Loose Paneer 31
Amul & Others 2
Amul,Loose Paneer & Others 6
Others & Loose Paneer 8
__________________________________________________ 39
Summer Project Report
Others
Mahananda 4
Warana 8
Vijaya 3
Chitale 7
Soyace 3
Aarey 2
Others Brands
15%
30%
11%
26%
11%7%
Mahananda
Warana
Vijaya
chitale
Soyace
Aarey
1 Brand Users 115
__________________________________________________
14%
50%
19%
4%
5%
1%
Loose Paneer
Amul Paneer
Others
7%
40
Summer Project Report
2 Brand Users 41
More than 2 Brands 6
Brand Penetration
0
20
40
6080
100
120
140
1 Brand Users 2 Brand Users More than 2 Brands
Series1
Q6) Do you know about Amul Malai Paneer?
Yes 97
No 65
Awareness
60%
40%Yes
No
Q7) Have You Ever Used Amul Paneer?
Yes 64
No 98
__________________________________________________ 41
Summer Project Report
Consumption
40%
60%
Yes
No
Q8) If No
Unaware 55
Availability 5
Price 5
Freshness 22
Loose paneer 9
Others 1
Reasons for non-acceptability of amul paneer
58%
5%5%
22%
9% 1%
Unaware
Availability
Price
Freshness
Loose paneer
Others
Q9) How frequently do you use Amul Malai Paneer?
Once a week 14
More than once a week 5
Once a month 16
Seldom 29
__________________________________________________ 42
Summer Project Report
Frequecy
22%
8%
25%
45%Once a w eek
More than once a w eek
Once a month
Seldom
Q10) Since how many months/years you are using this product?
Less than 24 months 34
2 to 5 years 26
More than 5 years 4
Loyalty
53%41%
6%
Less than 24 months
2 to 5 years
More than 5 years
Q11) What is the source of information?
TV Ads 11
Magazine 4
Pamphlet 0
Hoardings 0
Word Of Mouth 43
Friend/Relatives 20
Others (specify) 19
__________________________________________________ 43
Summer Project Report
Source of Information
11%4%
0%0%
44%
21%
20% TV Ads
Magazine
Pamphlet
Hoardings
Word Of Mouth
Friend/Relatives
Others (specify)
Q12) Is there Proper Visibility in the Market?
Yes 9
No 153
Q13) Do advertising affect your purchase decision?
Yes 79
No 41
Can't Say 42
__________________________________________________ 44
Visiblity
6%
94%
Yes
No
Summer Project Report
Advertising Effect
49%
25%
26%
Yes
No
Can't Say
Q14) If Amul provide you Paneer of better quality then what you have stated with approximate same price would you like to purchase it?
Yes 39
No 25
Prospective Growth
39
25
0
5
10
15
20
25
30
35
40
45
Yes No
Re
sp
on
se
__________________________________________________ 45
Summer Project Report
Western Region
Q1) Do you use paneer?
Yes 367
No 7
367
7
0
100
200
300
400
Response
Yes No
Western Mumbai User
Series1
Q2) Sex composition?
Male 123
Female 251
Sex composition
33%
67%
Male
female
Q3) Age composition?
__________________________________________________ 46
Summer Project Report
18-25 133
26-30 84
31-40 105
41-50 37
51 & above 15
Demographic Segment
133
84
105
37
15
18-25
26-30
31-40
41-50
51 & above
Response
Q4) For which purpose you use Paneer?
Burgers 3
Dhokla 6
Dosa 28
For all purpose 17
Hot Dog,Burger,Pizza 4
Paratha 1
Paratha Paneer ,Dhokla 2
Pizza 2
Sandwhich,Pizza 9
Sandwiches 3
Starters 3
Vegetables 209
Vegetables & pakoras 25
Vegetables,Paneer Dhokla 10
Vegetables,Paratha 43
Vegetables,Pizzas 2
__________________________________________________ 47
Summer Project Report
Paneer Usage
050
100150200250
Bur
gers
Dos
a
Hot
Par
atha
Pan
eer
San
dwhi
ch,P
iz
star
ters
Veg
etab
les
&
Veg
etab
les,
Par
Purpose
No
of
resp
on
ses
Series1
For 2 Purpose 79
For 3 purpose 16
For More than 3 purpose 17
Purpose of use
0
50
100
150
200
250
300
For singlePurpose
For 2 Purpose For 3 purpose For More than 3purpose
Series1
Q5) Which brand of Paneer you use?
Vijaya 5
Amul 87
Warana 11
Loose Paneer 203
Any Other 30
Amul, Warana 1
Amul,Loose Paneer 30
__________________________________________________ 48
Summer Project Report
Others
Vijaya 5
Warana 11
Govind 7
Others 23
Other Brands
11%
24%
15%
50%
Vijaya
Warana
Govind
Others
1 Brand Users 336
2 Brand Users 31
__________________________________________________
87
203
30
0
0
1
Loose Paneer
Amul Paneer
Others
46
49
Summer Project Report
BRANDS USERS
92%
8%
1 Brand Users
2 Brand Users
Q6) Do you know Amul Paneer?
Yes 196
No 171
Awareness
53%
47%Yes
No
Q7) Have you ever used Amul Paneer?
Yes 138
No 229
__________________________________________________ 50
Summer Project Report
Consumption
38%
62%
Yes
No
Q8) If No
Unaware 102
Availability 14
Price 28
Freshness 27
Loose paneer 41
Others 17
45%
6%12%
12%
18%
7%Unaware
Availability
Price
Freshness
Loose paneer
Others
Q9) How frequently do you use Amul Malai Paneer?
Once a week 74
More than once a week 52
Once a month 4
Seldom 8
__________________________________________________ 51
Summer Project Report
Frequency
53%38%
3% 6%
Once a w eek
More than once a w eek
Once a month
Seldom
Q10) Since how many months/years you are using this product?
Less than 24 months 66
2 to 5 years 65
More than 5 years 7
Loyalty
48%
47%
5%
Less than 24 months
2 to 5 years
More than 5 years
Q11) What is the source of information?
TV Ads 21
Magazine 4
Pamphlet 0
Hoardings 0
Word Of Mouth 115
Friend/Relatives 35
Others (specify) 21
__________________________________________________ 52
Summer Project Report
Source of Information
11%2%0%0%
58%
18%
11%TV Ads
Magazine
Pamphlet
Hoardings
Word Of Mouth
Friend/Relatives
Others (specify)
Q12) Is there Proper Visibility in the Market?
Yes 49
No 325
Visiblity
13%
87%
Yes
No
13) Do advertising affect your purchase decision?
Yes 237
No 70
Can't say 67
Advertising Effect
63%19%
18%
Yes
No
Can't say
__________________________________________________ 53
Summer Project Report
Q14) If Amul provide you Paneer of better quality then what you have stated with approximate same price would you like to purchase it?
Yes 90
No 54
Can't Say 27
Prospective Growth
90
54
27
0
20
40
60
80
100
Yes No Can't Say
Res
po
nse
Central Region
Q1) Do you use Paneer?
Yes 105
No 16
Total 121
1
105
16
0
20
40
60
80
100
120
Response
Yes No
Central Mumbai User
Series1
Series2
Q2) Sex Composition
__________________________________________________ 54
Summer Project Report
Male 55
Female 66
Sex composition
45%
55%
MALE
FEMALE
Q3) Age composition?
18-25 45
26-30 19
31-40 49
41-50 10
51 & above 4
Agewise Segment
45
19
43
10
4
18-25
26-30
31-40
41-50
51 & ABOVE
Response
Q4) For which purpose you use Paneer?
__________________________________________________ 55
Summer Project Report
Vegetables 77
Pakoras 28
77
28
0
20
40
60
80
No. Of Response
Vegetables Pakoras
Purpose
Paneer Usage
Q5) Which Brand of paneer you use?
Amul 14
Loose paneer 60
Others 9
Amul & loose paneer 21
Amul & Warana 1
__________________________________________________ 56
Summer Project Report
Other Brands
Vijaya 4
Warana 5
Other Brands
44%
56%
Vijaya
Warana
Q6) Do you know about Amul Malai Paneer?
Yes 77
No 44
__________________________________________________
14
60
21
0
0
1
Loose Paneer
Amul Paneer
Others
9
57
Summer Project Report
Awareness
64%
36%
Yes
No
Q7) Have you ever used Amul Malai Paneer?
Yes 37
No 84
Consumption
31%
69%
Yes
No
Q8) If No
Unaware 27
Availability 1
Price 2
Freshness 9
Loose Paneer 44
Others 1
__________________________________________________ 58
Summer Project Report
32%
1%2%11%
53%
1% Unaware
Availability
Price
Freshness
Loose Paneer
Others
Q9) How frequently do you use Amul Malai Paneer?
Once a week 20
More than once a week 9
Once a month 5
Seldom 3
Frequency
54%
24%
14%8%
Once a w eek
More than once a w eek
Once a month
Seldom
Q10) Since how many months/years you are using this product?
Less than 24 months 12
2 to 5 years 15
More than 5 years 10
__________________________________________________ 59
Summer Project Report
Loyalty
32%
41%
27%Less than 24 months
2 to 5 years
More than 5 years
Q11) What is the source of information?
TV Ads 0
Magazine 0
Pamphlet 0
Hoarding 1
Word of mouth 43
Friends/Relative 23
Others 10
source of information
0%0%0%1%
56%30%
13%TV Ads
Magazine
Pamphlet
Hoarding
Word of mouth
Friends/Relative
Others
Q12) Is there proper visibility in the market?
Yes 12
No 109
__________________________________________________ 60
Summer Project Report
Visibility
10%
90%
Yes
No
Q13) Do advertising effect your purchase decision?
Yes 92
No 11
Can't say 18
Advertising Effect
76%
9%
15%
Yes
No
Can't say
Q14)If Amul provide you Paneer of better quality then what you have stated with approximate same price would you like to purchase it?
Yes 20
No 14
Can't say 10
Prospective Growtrh
20
14
10
0
5
10
15
20
25
Yes No Can't say
Re
sp
on
se
Restaurants Analysis
__________________________________________________ 61
Summer Project Report
Q3) Which brand of Paneer you use?
Amul Only 8
Warana Only 1
Loose Paneer 63
Amul & Loose Paneer
6
Brands Used
10% 1%
81%
8%Amul
Warana
Loose Paneer
Amul & Loose Paneer
Q6) Do you know about Amul Malai Paneer?
Yes 47
No 31
Awareness
60%
40%
Yes
No
7) Have you ever used Amul Malai Paneer?
__________________________________________________ 62
Summer Project Report
Yes 14
No 50
Consumption
22%
78%
Yes
No
Q8) If No, then why
Unaware 10
Availability 8
Price 22
Freshness 12
Loose paneer 9
Others 0
Reasons for nonusage of Amul Paneer
108
22
129
00
5
10
15
20
25
Unaware Availability Price Freshness Loosepaneer
Others
9) Since how many months/years you are using this product?
__________________________________________________ 63
Summer Project Report
< 24 months 5
2 to 5 years 9
> 5 years 1
Loyalty
33%
60%
7%
< 24 months
2 to 5 years
> 5 years
Q11) What is the source of information?
TV Ads 8
Magazine 2
Pamphlet 0
Hoardings 0
Word Of Mouth 9
Friend/Relatives 8
Others (specify) 2
Source of Information
8
2
0 0
98
2
0
2
4
6
8
10
12) Is there Proper Visibility in the Market?
Yes 9
No 69
__________________________________________________ 64
Summer Project Report
Visibility
12%
88%
Yes
No
13) Do advertising affect your purchase decision?
Yes 29
No 25
Can't Say 23
Advertising Effect
38%
32%
30%
Yes
No
Can't Say
Q14) If Amul provide you Paneer of better quality then what you have stated with approximate same price would you like to purchase it?
Yes 19
No 19
Can't Say 14
__________________________________________________ 65
Summer Project Report
Prospective Growth
36%
37%
27%
Yes
No
Can't Say
Q5) Quantity you mostly purchase is?
Of Amul Dice Block
100gm 3 1
200gm 4 0
500gm 0 2
1kg 3 1
Amul Paneer Consumption
0
10
20
30
40
50
60
100gm 200gm 500gm 1kg
Perc
en
tag
e
Dice
Block
Of Loose Paneer Dice Block
100gm 0 1
200gm 0 2
500gm 0 2
1kg 1 2
__________________________________________________ 66
Summer Project Report
0
1
0
2
0
2
1
2
0
0.5
1
1.5
2
100gm 200gm 500gm 1kg
Packets Size
Loose Paneer Consumption
Dice
Block
Caterers Analysis
Q3) Which brand of Paneer you use?
Amul 0
Loose Paneer 15
__________________________________________________ 67
Summer Project Report
Consumption Pattern
0%
100%
Amul
Loose Paneer
Q6) Do you know about Amul Malai Paneer?
Yes 9
No 6
Awareness
60%
40%Yes
No
Q7) Have you ever used Amul Malai Paneer?
Yes 0
No 9
__________________________________________________ 68
Summer Project Report
YesNo
S1
0
9
0
2
4
6
8
10
Response
Amul Loyalty
Q7) If No, then why
Price 6
Freshness 1
Loose paneer 2
Factors Affecting Uses
67%
11%
22%
Price
Freshness
Loose paneer
Q12) Is there Proper Visibility in the Market?
Yes 0
No 15
__________________________________________________ 69
Summer Project Report
0
15
0
5
10
15
Yes No
Visibility
Q13) Do advertising affect your purchase decision?
Yes 7
No 4
Can't Say 4
7
4 4
0
1
2
3
4
5
6
7
Yes No Can't Say
Advertising
Q14) If Amul provide you Paneer of better quality then what you have stated with approximate same price would you like to purchase it?
Yes 2
No 2
Can’t Say 2
__________________________________________________ 70
Summer Project Report
Prospective Growth
34%
33%
33%
Yes
No
Can't Say
Q4) What factors will you consider while buying Paneer?
Taste 44
Price 51
Brand Name 29
Softness 59
Availability 31
Packaging 22
Factors Consider
4451
29
59
3122
0
10
20
30
40
50
60
70
Taste Price BrandName
Softness Availability Packaging
Resp
on
se
Q5) Quantity you mostly purchase is?
Weight KGS
100 gm 0
200 gm 0
500 gm 0
Equal or more than 1kg 15
__________________________________________________ 71
Summer Project Report
Quantity Purchase
0 0 0
15
02468
10121416
100 gm 200 gm 500 gm Equal or morethan 1kg
Flight Kitchen
Q3) Which brand of Paneer you use?
Amul 0
Loose Paneer 4
__________________________________________________ 72
Summer Project Report
Consumption Pattern
0%
100%
Amul
Loose Paneer
Q6) Do you know about Amul Malai Paneer?
Yes 2
No 2
Awareness
50%50%Yes
No
Q7) Have you ever used Amul Malai Paneer?
Yes 1
No 3
__________________________________________________ 73
Summer Project Report
Loyalty
25%
75%
Yes
No
Q8) If No, then why
Unaware 2
Availability 0
Price 0
Freshness 0
Loose paneer 2
Others 0
Factors Affecting Uses
50%
0%0%0%
50%
0%Unaw are
Availability
Price
Freshness
Loose paneer
Others
Q11) What is the source of information?
TV Ads 0
Word Of Mouth 2
__________________________________________________ 74
Summer Project Report
0
2
0
0.5
1
1.5
2
Response
1
Source Of Information
TV Ads
Word Of Mouth
Q12) Is there Proper Visibility in the Market?
Yes 1
No 3
Visibility
25%
75%
Yes
No
Q13) Do advertising affect your purchase decision?
Yes 1
No 0
cant say 3
__________________________________________________ 75
Summer Project Report
0
0.5
1
1.5
2
2.5
3
Yes No cant say
Advertising Factor
Q14) If Amul provide you Paneer of better quality then what you have stated with approximate same price would you like to purchase it?
Yes 1
No 1
Prospective Growth
Yes50%
No50%
Q4) what factors will you consider while buying Paneer?
Taste 14
Price 17
Brand Name
11
Softness 19
__________________________________________________ 76
Summer Project Report
Availability 18
Packaging 10
Factor Consider
14
17
11
19 18
10
0
5
10
15
20
Taste Price BrandName
Softness Availability Packaging
Resp
on
se
Q5) Quantity you mostly purchase?
Flight Kitchen Kg/Day
OBEROI FLIGHT KITCHEN 80
AMBESDER SKY CHEF 70
TAJ FLIGHT KITCHEN 300
AIR INDIA CHEF 125
Quantity Purchase
14%
12%
52%
22% OBEROI FLIGHTKITCHEN
AMBESDER SKY CHEF
TAJ FLIGHT KITCHEN
AIR INDIA CHEF
Weight Response
100 gm 0
200 gm 0
500 gm 0
1 kg 4
__________________________________________________ 77
Summer Project Report
Quantity Purchase
0 0 0
4
00.5
11.5
22.5
33.5
44.5
100 gm 200 gm 500 gm 1 kg
Resp
on
se
Findings
Southern Region
Replacement Problem
6 28.57143 29
Problem with stock
1 4.761905 5
__________________________________________________ 78
Summer Project Report
Bad services 5 9.52381 9
Problem with margin
2 23.80952 24
Freshness of paneer
4 19.04762 19
No POP's 3 14.28571 14
Problem Analysed
28%
5%
24%10%
19%
14% Replacement Problem
Problem with stock
Bad services
Problem with margin
Freshness of paneer
No POP's
Western Region
Distribution problem 4 4 14.28571
Need in block form of 500gm
7 1 3.571429
Replacement 2 6 21.42857
Margin 1 7 25.00
No proper Packaging 6 2 7.142857
Service is not good 5 3 10.71429
No POP's 3 5 17.85714
__________________________________________________ 79
Summer Project Report
Problems Analysed
14%
25%
7%4%21%
18%
11%
Distribution problem
Need in block form of500gm
Replacement
Margin
No proper Packaging
Service is not good
No POP's
Central Region
Freshness 3 2 20
No POP's 2 3 30
No Fridge, No approach from company
4 1 10
Problem with margin 1 4 40
Problems Analysed
30%
20%
40%
10%Freshness
No POP's
No Fridge, No approachfrom company
Problem with margin
Competitive Analysis (Attributes)
__________________________________________________ 80
Summer Project Report
High Brand Name & SoftnessModerate Taste & PackagingLow Price & Availability
High Brand Name & PackagingModerate Price & AvailabilityLow Taste & Softness
__________________________________________________ 81
Competitive Analysis-Western Region
0 1 2 3 4 5
Brand Name
Packaging
Availability
Price
Softness
Taste
Local Paneer
Amul Paneer
Competitive Analysis-Central Region
0 1 2 3 4 5
Softness
Brand Name
Taste
Packaging
Availability
Price
Local Paneer
Amul Paneer
Competitive Analysis-South Region
0 1 2 3 4 5
Brand Name
Availability
Price
Packaging
Taste
Softness
Local Paneer
Amul Paneer
Summer Project Report
High Brand Name & PackagingModerate Price & AvailabilityLow Taste & Softness
Conclusions Amul has a competitive advantage on attributes like Brand Name &
Packaging. Needs to emphasis more on Taste & Softness.
Areas to be penetrated Region Wise
__________________________________________________ 82
Summer Project Report
Southern RegionAll Fresh – Dadar MarketNeelam Agency – Portugese ChurchNM Joshi MargAdarsh Sweet & Farsan Mart – NM Joshi MargSony Mony Provision Store – Haji AliOm Dry Fruits – ParelRichie rich – Mahim ChurchChedda Dry Fruits – Shivaji ParkKamal Grain Stores – Mount RoadAlkaber – BycullaMonji Jetshi & Co- Parel Village
Central RegionSuyog Restaurant – WadalaJoy Tea Centre – Bhandup WestAmrit Bhoj – LBS Marg Bhandup WestGupta Chana & Dry Fruits – Bhandup WestHasmukh Tea & Dry Fruits - Bhandup WestPrataprai & Sons – Bhandup West
Western RegionMaharastra Store – Goregoan EastPopular Stores – Goregoan EastBobby Novelty Stores – Goregoan EastAdarsh Dry Fruit & General Store – Goregoan EastBharti Dugdhalya – Andheri EastShakti Tea Centre – Santacruz East (If Price Factor consider then Amul will sell)
Central Region
__________________________________________________ 83
Summer Project Report
To know the consumer Preferences: (ref Q2 & Q3 from Questionnaire)(T test dependent left tail)
1. For Taste
Sr. No Any Paneer Rate for Amul Paneer1 5 52 4 43 5 3. . .. . .. . .
29 4 330 5 3
Hypothesis:H0: µ2 =µ1 No difference in the rating given to any paneer & to Amul Malai
PaneerH1: µ2 < µ1 Rating given to Amul Paneer is lesser than that given to any Paneer.
Let α = 10%
Paired Samples Statistics
Mean NStd.
Deviation
Std. Error Mean
Pair 1
Any 4.20(a) 30 .664 .121Amul 4.20(a) 30 .664 .121
Conclusion: The correlation and t cannot be computed because the standard error of the difference is 0.
2. For Price
Sr. No Any Paneer Rate for Amul Paneer1 2 22 1 23 3 3. . .. . .. . .
29 3 230 3 2
__________________________________________________ 84
Summer Project Report
Hypothesis:H0: µ2 =µ1 No difference in the rating given to any Paneer & to Amul Malai
PaneerH1: µ2 < µ1 Rating given to Amul Malai Paneer is lesser than that given to any
Paneer
Let α = 10%
Paired Samples Statistics
Mean NStd.
Deviation
Std. Error Mean
Pair 1
Any 2.57 30 1.104 .202Amul 2.63 30 .809 .148
Paired Samples Correlations
NCorrelati
on Sig.Pair 1 Any &
Amul30 .202 .284
Paired Samples Test
Paired Differences
t DfSig. (2-tailed)Mean
Std. Deviation
Std. Error Mean
90% Confidence Interval of the
Difference
Lower UpperPair 1 Any -
Amul-.067 1.230 .225 -.448 .315 -.297 29 .769
Conclusion: Since Significance level ( p-value ) is greater than .05i.e .76>.05
Therefore null hypothesis is accepted, i.e. at 90% confidence level there is noSignificant difference in rating given to any Paneer and to Amul PaneerAlso, mean rating for any Paneer is lesser than mean rating for Amul paneer, which means
pricing for Amul paneer is better than pricing for any Paneer.
3. For Brand Name
__________________________________________________ 85
Summer Project Report
Sr. No Any Paneer Rate for Amul Paneer1 5 42 4 43 4 4. . .. . .. . .
29 5 330 5 3
Hypothesis:H0 : µ2 =µ1 No difference in the rating given to any Paneer & to Amul Malai
Paneer
H1: µ2 < µ1 Rating given to Amul Paneer is lesser than that given to any Paneer
Let α = 10%Paired Samples Statistics
Mean NStd.
Deviation
Std. Error Mean
Pair 1
Any 4.23 30 .774 .141Amul 3.83 30 .648 .118
Paired Samples Correlations
NCorrelati
on Sig.Pair 1 Any &
Amul30 -.126 .507
Paired Samples TestPaired Differences
t DfSig. (2-tailed)Mean
Std. Deviation
Std. Error Mean
90% Confidence Interval of the
DifferenceLower Upper
Pair 1 Any – Amul
.400 1.070 .195 .068 .732 2.048 29 .050
Conclusion: Since Significance level ( p-value ) is equal than .05
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i.e. .050=.05Therefore null hypothesis is accepted, i.e. . at 90% confidence level there is noSignificant difference in rating given to any Paneer and to Amul PaneerAlso, mean rating for any Paneer is more than mean rating for Amul paneer, which means brand name for Amul paneer is not better than any Paneer.
4. For Softness
Sr. No Any Paneer Rate for Amul Paneer1 4 32 3 23 4 4. .. .. .
29 3 230 3 2
Hypothesis:H0: µ2 =µ1 No difference in the rating given to any Paneer & to Amul Paneer
H1: µ2 < µ1 Rating given to Amul paneer is lesser than that given to any Paneer.
Let α = 10%
Paired Samples Statistics
Mean NStd.
Deviation
Std. Error Mean
Pair 1
Any 3.67 30 .844 .154Amul 2.73 30 1.285 .235
Paired Samples Correlations
NCorrelati
on Sig.Pair 1 Any &
Amul30 -.085 .656
Paired Samples Test
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Paired Differences
t DfSig. (2-tailed)Mean
Std. Deviation
Std. Error Mean
90% Confidence Interval of the
Difference
Lower UpperPair 1 Any –
Amul.933 1.596 .291 .438 1.428 3.203 29 .003
Conclusion: Since Significance level ( p-value ) is lesser than .05i.e. .003<.05
Therefore null hypothesis is rejected, i.e. at 90% confidence level there isSignificant difference in rating given to any Paneer and to Amul Paneer
5. For Availability
Sr. No Any Paneer Rate for Amul Paneer1 4 32 3 43 4 3. . .. . .. . .
29 3 330 3 2
Hypothesis:H0: µ2 =µ1 No difference in the rating given to any Paneer & to Amul Malai
PaneerH1: µ2 < µ1 Rating given to Amul Paneer is lesser than that given to any Paneer.
Let α = 10%
Paired Samples Statistics
Mean NStd.
Deviation
Std. Error Mean
Pair 1
Any 3.33 30 .959 .175Amul 2.90 30 .712 .130
Paired Samples Correlations
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NCorrelati
on Sig.Pair 1 Any &
Amul30 -.455 .012
Paired Samples Test
Paired Differences
t DfSig. (2-tailed)Mean
Std. Deviation
Std. Error Mean
90% Confidence Interval of the
Difference
Lower UpperPair 1 Any -
Amul.433 1.431 .261 -.011 .877 1.659 29 .108
Conclusion: Since Significance level ( p-value ) is greater than .05i.e .108>.05
Therefore null hypothesis is accepted, i.e. at 90% confidence level there is noSignificant difference in rating given to any Paneer and to Amul Paneer
6. For Packaging
Sr. No Any Paneer Rate for Amul Paneer1 4 32 4 43 4 3. . .. . .. . .
29 3 230 5 2
Hypothesis:H0: µ2 =µ1 No difference in the rating given to any Paneer & to Amul Malai
PaneerH1: µ2 < µ1 Rating given to Amul Paneer is lesser than that given to any Paneer.
Let α = 10%
Paired Samples Statistics
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Mean NStd.
Deviation
Std. Error Mean
Pair 1
Any 3.13(a) 30 .937 .171Amul 3.13(a) 30 .937 .171
Conclusion: The correlation and t cannot be computed because the standard error of the difference is 0.
South RegionTo know the consumer Preferences: (ref Q2 & Q3 from Questionnaire)
(T test dependent left tail)
1. For Taste
Sr. No Any Paneer Rate for Amul Paneer1 5 22 5 23 5 1. . .. . .. . .
29 4 430 4 4
Hypothesis:H0: µ2 =µ1 No difference in the rating given to any paneer & to Amul Malai
PaneerH1: µ2 < µ1 Rating given to Amul Paneer is lesser than that given to any Paneer.
Let α = 10%
Paired Samples Statistics
Mean NStd.
Deviation
Std. Error Mean
Pair 1
Any 4.47 30 .900 .164Amul 2.97 30 1.217 .222
Paired Samples Correlations
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NCorrelati
on Sig.Pair 1 Any &
Amul30 .141 .458
Paired Samples Test
Paired Differences
t DfSig. (2-tailed)Mean
Std. Deviation
Std. Error Mean
90% Confidence Interval of the
Difference
Lower UpperPair 1 Any -
Amul1.500 1.408 .257 1.063 1.937 5.835 29 .000
Conclusion: Since Significance level ( p-value ) is lesser than .05i.e. .000<.05
Therefore null hypothesis is rejected, i.e. at 90% confidence level there isSignificant difference in rating given to any Paneer and to Amul Paneer
Q2) For Price
Sr. No Any Paneer Rate for Amul Paneer1 5 42 2 53 3 2. . .. . .. . .
29 2 230 2 2
Hypothesis:H0: µ2 =µ1 No difference in the rating given to any Paneer & to Amul Malai
Paneer
H1: µ2 < µ1 Rating given to Amul Malai Paneer is lesser than that given to anyPaneer
Let α = 10%
Paired Samples Statistics
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Mean NStd.
Deviation
Std. Error Mean
Pair 1
Any 3.00 30 1.203 .220Amul 3.63 30 .999 .182
Paired Samples Correlations
NCorrelati
on Sig.Pair 1 Any &
Amul30 .172 .363
Paired Samples Test
Paired Differences
t DfSig. (2-tailed)Mean
Std. Deviation
Std. Error Mean
90% Confidence Interval of the
Difference
Lower UpperPair 1 Any -
Amul-.633 1.426 .260 -1.076 -.191 -2.433 29 .021
Conclusion: Since Significance level ( p-value ) is lesser than .05i.e. .021<.05
Therefore null hypothesis is rejected, i.e. at 90% confidence level there isSignificant difference in rating given to any Paneer and to Amul Paneer
Q3) For Brand Name
Sr. No Any Paneer Rate for Amul Paneer1 3 42 1 43 3 4. . .. . .. . .
29 5 530 3 3
Hypothesis:
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H0: µ2 =µ1 No difference in the rating given to any Paneer & to Amul Malai Paneer
H1: µ2 < µ1 Rating given to Amul Paneer is lesser than that given to any Paneer
Let α = 10%
Paired Samples Statistics
Mean NStd.
Deviation
Std. Error Mean
Pair 1
Any 2.70 30 1.149 .210Amul 4.20 30 .805 .147
Paired Samples Correlations
NCorrelati
on Sig.Pair 1 Any &
Amul30 .142 .455
Paired Samples Test
Paired Differences
t DfSig. (2-tailed)Mean
Std. Deviation
Std. Error Mean
90% Confidence Interval of the
Difference
Lower UpperPair 1 Any -
Amul-1.500 1.306 .239 -1.905 -1.095 -6.289 29 .000
Conclusion: Since Significance level ( p-value ) is equal than .05i.e .000<.05
Therefore null hypothesis is rejected, i.e. at 90% confidence level there isSignificant difference in rating given to any Paneer and to Amul Paneer
2. For Softness
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Sr. No Any Paneer Rate for Amul Paneer1 3 22 5 23 5 1. .. .. .
29 2 230 2 2
Hypothesis:H0: µ2 =µ1 No difference in the rating given to any Paneer & to Amul Paneer
H1: µ2 < µ1 Rating given to Amul paneer is lesser than that given to any Paneer.
Let α = 10%Paired Samples Statistics
Mean NStd.
Deviation
Std. Error Mean
Pair 1
Any 4.37 30 .999 .182Amul 2.43 30 1.165 .213
Paired Samples Correlations
NCorrelati
on Sig.Pair 1 Any &
Amul30 .214 .256
Paired Samples Test
Paired Differences
t DfSig. (2-tailed)Mean
Std. Deviation
Std. Error Mean
90% Confidence Interval of the
Difference
Lower UpperPair 1 Any -
Amul1.933 1.363 .249 1.511 2.356 7.770 29 .000
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Conclusion: Since Significance level (p-value) is lesser than .05i.e .000<.05
Therefore null hypothesis is rejected, i.e. at 90% confidence level there isSignificant difference in rating given to any Paneer and to Amul Paneer
Q5) For Availability
Sr. No Any Paneer Rate for Amul Paneer1 2 42 1 43 3 4. . .. . .. . .
29 4 430 3 4
Hypothesis:H0: µ2 =µ1 No difference in the rating given to any Paneer & to Amul Malai
Paneer
H1 : µ2 < µ1 Rating given to Amul Paneer is lesser than that given to any Paneer.
Let α = 10%
Paired Samples Statistics
Mean NStd.
Deviation
Std. Error Mean
Pair 1
Any 2.73 30 1.172 .214Amul 3.87 30 .900 .164
Paired Samples Correlations
NCorrelati
on Sig.Pair 1 Any &
Amul30 .259 .166
Paired Samples Test
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Paired Differences
t DfSig. (2-tailed)Mean
Std. Deviation
Std. Error Mean
90% Confidence Interval of the
Difference
Lower UpperPair 1 Any -
Amul-1.133 1.279 .234 -1.530 -.736 -4.852 29 .000
Conclusion: Since Significance level ( p-value ) is lesser than .05i.e .000<.05
Therefore null hypothesis is rejected, i.e. at 90% confidence level there isSignificant difference in rating given to any Paneer and to Amul Paneer
Q6). For Packaging
Sr. No Any Paneer Rate for Amul Paneer1 3 42 3 43 4 3. . .. . .. . .
29 5 530 3 3
Hypothesis:H0: µ2 =µ1 No difference in the rating given to any Paneer & to Amul Malai
Paneer
H1: µ2 < µ1 Rating given to Amul Paneer is lesser than that given to any Paneer.
Let α = 10%
Paired Samples Statistics
Mean NStd.
Deviation
Std. Error Mean
Pair 1
Any 3.37 30 1.189 .217Amul 3.47 30 1.008 .184
Paired Samples Correlations
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NCorrelati
on Sig.Pair 1 Any &
Amul30 -.061 .747
Paired Samples Test
Paired Differences
t DfSig. (2-tailed)Mean
Std. Deviation
Std. Error Mean
90% Confidence Interval of the
Difference
Lower UpperPair 1 Any -
Amul-.100 1.605 .293 -.598 .398 -.341 29 .735
Conclusion: Since Significance level ( p-value ) is greater than .05.735>.05
Therefore null hypothesis is accepted, i.e. at 90% confidence level there is noSignificant difference in rating given to any Paneer and to Amul Paneer
Paneer.
Western RegionTo know the consumer Preferences: (ref Q2 & Q3 from Questionnaire)
(T test dependent left tail)
1. for Taste
Sr. No Any Paneer Rate for Amul Paneer1 4 32 4 23 5 3. . .. . .. . .
29 4 330 5 2
Hypothesis:
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H0: µ2 =µ1 No difference in the rating given to any paneer & to Amul Malai Paneer
H1: µ2 < µ1 Rating given to Amul Paneer is lesser than that given to any Paneer.
Let α = 10%Paired Samples Statistics
Mean NStd.
Deviation
Std. Error Mean
Pair 1
Any 4.43 30 .504 .092Amul 3.67 30 .959 .175
Paired Samples Correlations
NCorrelati
on Sig.Pair 1 Any &
Amul30 .166 .379
Paired Samples Test
Paired Differences
t DfSig. (2-tailed)Mean
Std. Deviation
Std. Error Mean
90% Confidence Interval of the
Difference
Lower UpperPair 1 Any -
Amul.767 1.006 .184 .454 1.079 4.173 29 .000
Conclusion: Since Significance level ( p-value ) is lesser than .05i.e. .000<.05
Therefore null hypothesis is rejected, i.e. at 90% confidence level there isSignificant difference in rating given to any Paneer and to Amul Paneer
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Q2) For Price
Sr. No Any Paneer Rate for Amul Paneer1 4 22 5 33 3 2. . .. . .. . .
29 3 330 5 4
Hypothesis:H0: µ2 =µ1 No difference in the rating given to any Paneer & to Amul Malai
Paneer
H1: µ2 < µ1 Rating given to Amul Malai Paneer is lesser than that given to anyPaneer
Let α = 10%Paired Samples Statistics
Mean NStd.
Deviation
Std. Error Mean
Pair 1
Any 3.87 30 .860 .157Amul 3.40 30 .814 .149
Paired Samples Correlations
NCorrelati
on Sig.Pair 1 Any &
Amul30 .079 .679
Paired Samples Test
Paired Differences
t DfSig. (2-tailed)Mean
Std. Deviation
Std. Error Mean
90% Confidence Interval of the
Difference
Lower UpperPair 1 Any -
Amul.467 1.137 .208 .114 .819 2.249 29 .032
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Conclusion: Since Significance level ( p-value ) is lesser than .05i.e .032 < .05
Therefore null hypothesis is rejected, i.e. at 90% confidence level there isSignificant difference in rating given to any Paneer and to Amul Paneer
Q3) For Brand Name
Sr. No Rate for any paneer Rate for Amul Paneer1 3 52 5 53 4 4. . .. . .. . .
29 5 330 3 4
Hypothesis:H0: µ2 =µ1 No difference in the rating given to any Paneer & to Amul Malai
Paneer
H1: µ2 < µ1 Rating given to Amul Paneer is lesser than that given to any Paneer
Let α = 10%Paired Samples Statistics
Mean NStd.
Deviation
Std. Error Mean
Pair 1
Any 4.10 30 .803 .147Amul 4.23 30 .679 .124
Paired Samples Correlations
NCorrelati
on Sig.Pair 1 Any &
Amul30 -.108 .572
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Paired Samples Test
Paired Differences
t DfSig. (2-tailed)Mean
Std. Deviation
Std. Error Mean
90% Confidence Interval of the
Difference
Lower UpperPair 1 Any -
Amul-.133 1.106 .202 -.476 .210 -.660 29 .514
Conclusion: Since Significance level ( p-value ) is equal than .05i.e .514> .05
Therefore null hypothesis is accepted. i.e. at 90% confidence level there is noSignificant difference in rating given to any Paneer and to Amul Paneer
.
4. For Softness
Sr. No Any Paneer Rate for Amul Paneer1 4 22 3 33 4 2. .. .. .
29 3 330 5 2
Hypothesis:H0: µ2 =µ1 No difference in the rating given to any Paneer & to Amul Paneer
H1: µ2 < µ1 Rating given to Amul paneer is lesser than that given to any Paneer.
Let α = 10%Paired Samples Statistics
Mean NStd.
Deviation
Std. Error Mean
Pair 1
Any 3.80 30 .961 .176Amul 2.57 30 .568 .104
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Paired Samples Correlations
NCorrelati
on Sig.Pair 1 Any &
Amul30 -.417 .022
Paired Samples Test
Paired Differences
t DfSig. (2-tailed)Mean
Std. Deviation
Std. Error Mean
90% Confidence Interval of the
Difference
Lower UpperPair 1 Any -
Amul1.233 1.305 .238 .829 1.638 5.178 29 .000
Conclusion: Since Significance level ( p-value ) is lesser than .05i.e .000<.05
Therefore null hypothesis is rejected, i.e. at 90% confidence level there isSignificant difference in rating given to any Paneer and to Amul Paneer
Q5) For Availability
Sr. No Any Paneer Rate for Amul Paneer1 3 42 4 33 3 4. . .. . .. . .
29 4 330 3 4
Hypothesis:H0: µ2 =µ1 No difference in the rating given to any Paneer & to Amul Malai
Paneer
H1: µ2 < µ1 Rating given to Amul Paneer is lesser than that given to any Paneer.
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Let α = 10%
Paired Samples Statistics
Mean NStd.
Deviation
Std. Error Mean
Pair 1
Any 3.73 30 .640 .117Amul 3.50 30 .777 .142
Paired Samples Correlations
NCorrelati
on Sig.Pair 1 Any &
Amul30 -.416 .022
Paired Samples Test
Paired Differences
t DfSig. (2-tailed)Mean
Std. Deviation
Std. Error Mean
90% Confidence Interval of the
Difference
Lower UpperPair 1 Any -
Amul.233 1.194 .218 -.137 .604 1.070 29 .293
Conclusion: Since Significance level ( p-value ) is lesser than .05i.e .293>.05
Therefore null hypothesis is accepted, i.e. at 90% confidence level there is noSignificant difference in rating given to any Paneer and to Amul Paneer
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Q6). For Packaging
Sr. No Any Paneer Rate for Amul Paneer1 3 52 4 43 5 3. . .. . .. . .
29 4 430 5 3
Hypothesis:H0 : µ2 =µ1 No difference in the rating given to any Paneer & to Amul Malai
Paneer
H1 : µ2 < µ1 Rating given to Amul Paneer is lesser than that given to any Paneer.
Let α = 10%Paired Samples Statistics
Mean NStd.
Deviation
Std. Error Mean
Pair 1
Any 3.73 30 .640 .117Amul 3.50 30 .777 .142
Paired Samples Correlations
NCorrelati
on Sig.Pair 1 Any &
Amul30 -.416 .022
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Paired Samples Test
Paired Differences
t DfSig. (2-tailed)Mean
Std. Deviation
Std. Error Mean
90% Confidence Interval of the
Difference
Lower UpperPair 1 Any -
Amul.233 1.194 .218 -.137 .604 1.070 29 .293
Conclusion: .293 > .05Therefore null hypothesis is accepted, i.e. at 90% confidence level there is no
Significant difference in rating given to any Paneer and to Amul PaneerPaneer.
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Recommendations For Action
Cross promotions by introducing scratch cards (discount coupons) with Amul’s leading products.
Direct distribution of paneer to flight kitchens which will reduce the middleman cost and will improve relations.
Arrange POP’s which convey the message as under:
Introduce block forms of 200 gms. Include paneer recipe booklets along with Amul Paneer. Should concentrate more on areas where loose paneer is not
available eg. NM Joshi Marg. Better coordination in terms of availability across distributors of
dairy products & ice cream products. Capture market related data through use of GIS or other
software to know the key outlets of an area. Training to be imparted to salesmen for better and more careful
stock handling to reduce transit damages and save on replacement costs.
Introduce Fresh Paneer which could be distributed through the cold chain of Amul Dahi.
__________________________________________________
The Taste of IndiaYahan par sabhi Amul
Products uplabdh hain
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Annexure
Questionnaire-Retailer
1) Do you keep Paneer?
Yes No (If No, Goto Q No. 13)
2) Which Brand of paneer you keep? Vijaya Amul (If No, Goto Q No.5) Warana Local Brand Loose Paneer Others (Specify):______________________________________________________
3) What is its demand vis-à-vis with its competitors?
Low Medium High
(If No, Goto Q No.4)
4) If Low, Then why
Price Softness Quality Taste Regular Supply Others (Specify):______________________________________________________
5) If No, Then why
Margin (If Margin, Goto Q No.6 and 7) Low demand of product (If Low demand of product, Goto Q No.8) Availability (If availibilty, Goto Q No. 9 and 10) Perishability Others (Specify):_______________________________________________________
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6) What extra margins do you get from different brand of paneer?
MarginBrand
1-5% 6-10% 11-15% Above 15%
AmulWaranaVijayaLocal BrandLocal PaneerOthers (Specify)
7) If Margin, Then how much margin would you expect from company________________________________________________________________
8) If Low demand of product, Then what customer is looking for_____________________________________________________________________
9) If Availability,
How many time distributors salesmen are coming in a week?
Once Twice Thrice More than three
10) How many packets get consume weekly?
Quantity Consumption
100gm 200gm 500gm 1kg
1-56-1011-15Above 15
11) Do you get Amul POP’s? Yes No
12) Is the condition of the stock proper when received?
Yes No
If No, Then what’s the problem?
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13) If No, Then why
Margin Low demand of product Perishability Others (Specify):_______________________________________________________
Name of the establishment: ________________________________________________
Name of the retailer: ______________________________________________________
Address: ________________________________________________________________________
________________________________________________________________________
Contact No.________________________________
Questionnaire – Consumer Insights
1) Do you use Paneer?
Yes No
2) For which purpose you use Paneer?
3) Which brand of Paneer you use?
Vijaya Amul Warana
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Loose Paneer Any Other, (Please Specify):____________________________________________4) What factors will you consider while buying Paneer?
(Rate them on a scale of 1 to 5) 5-Highest, 1-Lowest
5) Quantity you mostly purchase is: D: Dice B: Block
QuantitySegment
100gm D B
200gmD B
500gmD B
1kgD B
Households
Restaurants
Canteen
Catering
6) Do you know about Amul Malai Paneer?
Yes No
(If No, Goto Q.No.14)
7) Have you ever used Amul Malai Paneer?
Yes No
If No, Then why Unaware Availability Price Freshness
__________________________________________________
Rate Factors
5 4 3 2 1
Taste
Price
Brand Name
Softness
Availability
Packaging
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Loose paneer Others (Specify):________________________________________________________________
8) How frequently do you use Amul Malai Paneer?
Once a week More than once a week Once a month Seldom
9) Since how many months/years you are using this product? Less than 24 months 2 to 5 years More than 5 years
10) How would you rate “Amul Malai Paneer” on the following factors?
(Rate them on a scale of 1 to 5) 5-Highest, 1-Lowest
RateFactors
5 4 3 2 1
Taste
Price
Brand Name
Softness
Availability
Packaging
11) What is the source of information?
TV Ads Magazine Pamphlet Hoardings Word Of Mouth Friend/Relatives Others (Specify):_______________________________________________________________
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12) Is there Proper Visibility in the Market?
Yes No 13) Do advertising affect your purchase decision?
Yes No Can’t Say
14) If Amul provide you Paneer of better quality then what you have stated with approximate same price would you like to purchase it?
Yes No
Name of the respondent: _________________________________________________
Age: ___________ Yrs.
Sex
Male Female
Telephone / Mobile No. _____________________________
Bibliography
http://www. amul.com/The Official Amul Web site
http://www.indiadairy.com/The Global resource for the Indian Dairy Industry
http://www.indiainfoline.com/The online resource for information on Indian Business
http://www.economictimes.com/
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