“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

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

Profile

• Founded in 1946 ,1Dec

• Headquarters : Anand Gujarat

• Key people :

Utterly Butterly Delicious Amul

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

Branding

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

.

13 13 13 13 13 15

9 12 9 9 10 9

1314

13 13 13 13

16 16 15 16 16 16

1816

18 17 19 18

31 28 32 3130 29

0

20

40

60

80

100

120

professionalaffluents

traditionalaffluents

urban aspirers large town nextbillion

small town nextbillion

strugglers

Average monthly spend on food & groceries

home & personal care meat packaged food dairy vegetables & fruits staples

Note: all figures in %

Source : BCG consumer india survey, 2011

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 .

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

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

21%

30%

0.36%

3%

46%

baazar main Rd office/industrial

railway residentialarea

Location wise

6%

17%

31%

7%

3%

14%

1%

13.50%

7%35

Category wise

Retailers under Mehul Agency

Infrastructure

198

79

N Y

Deep Freezer

Total

152

125

N Y

Visible Coolers

About Amul Masti Dahi

• No preservatives

• Free from sugar

• Value for Money

Competitors

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

Research Methodology

Research Design : Quantitative

Universe retailers in Mumbai

Sample : Retailers 280

Quota Sample

Nature Of research : Descriptive Research

Data collection tool : Questionnaire

Nominal

data Attributes

Final

Ranking

1 Margin 5

2 Replaceme

nt

5

3 Supply 3

4 Packaging 4

5 Taste 2

6 demand 1

Why do retailers prefer Amul Masti Dahi

61.90%

38.05%

AmulDahi

Market size

MARKET

OTHERS1.Chitale

2.Nestle

3.Mahanand

4.Danone

5.Govardhan

6.Mother

Dairy

4.27

1.751.631.24

2.932.63

1 2 3 4 5 6

Rating

Factors Affecting Buying Behavior

1 brand name 2 replacement3 margin4 schemes5 supply6 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

DAIRY

15 12+1

AMUL 10-12 NA

Sales of Mehul Agency

0

500

1000

1500

2000

2500

3000

200 gm May200 gm june

400 gm may400 gm june

1865

2994

489854

Sale of Dahi

* Fig in Pieces

AMUL

KOOL

DISPLAY

CONTEST

Roshan Bakery,

Byculla

Always Fresh ,

lovelane

Janhit Dugdhalaya,

KC

Janta Dairy ,

Parel

Shri ram dugdhalaya

KC

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

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

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

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