A study on the impact of marketing strategies implemneted to increase sales of Amul Pouch Dahi

A PROJECT REPORT ON AMUL MASTI DAHI

‘A study on the impact of marketing strategies implemented to increase the sales of Amul Masti Dahi in Mumbai’ FOR

Amul (G.C.M.M.F) BY MIHIR DINESH DEDHIA MMS: MARKETING

Roll No: 17

SUBMITTED IN PARTIAL FULFILMENT OF THE REQUIREMENT OF MASTER OF

MANAGEMENT STUDIES

ACADEMIC YEAR 2017-18 Submitted to Prof. Dipti Amburle ADITYA INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH MUMBAI – MUMBAI – 400092 400092

1

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A PROJECT REPORT ON AMUL MASTI DAHI

‘A Study on the impact of marketing strategies implemented to increase the sales of Amul Masti Dahi in Mumbai’ FOR

Amul (G.C.M.M.F) BY MIHIR DINESH DEDHIA MMS: MARKETING

Roll No: 17

SUBMITTED IN PARTIAL FULFILMENT OF THE REQUIREMENT OF MASTER OF

MANAGEMENT STUDIES

ACADEMIC YEAR 2017-18 Submitted to Prof. Dipti Amburle ADITYA INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH















INTERNSHIP CERTIFICATE GIVEN BY THE COMPANY















CERTIFICATE

This is to certify that the project work titled “ A study on the impact of marketing strategies implemented to increase the sales of Amul Masti Dahi in Mumbai ” is a summer

internship work carried out by Mr. Mihir Dedhia during 2017 The project was completed for Amul (G.C.M.M.F), under the guidance of Mr. Tejas Ramnathkar

Date: _____________ _____________

Prof. _______________ _______________ Project Guide

















DECLARATION

I, Mr. Mihir Dedhia, student of Aditya Institute of Management Studies and Research, MMS (Semester III) hereby declare that I have completed the summer internship project on “ A study on the impact of marketing strategies implemented to increase the sales of Amul Masti Dahi in Mumbai” with Amul (G.C.M.M.F) in the Academic year 2017-2018. The

information submitted is true & original to the best of my knowledge. I further state that the said work has not been submitted in the part or in full, to any other University.

Date: ______________ ______________

Signature Student Full Name: Mihir Dinesh Dedhia Course: MMS Specialization: Marketing Roll. No: 17

















ACKNOWLEDGEMENT I would like to thank G.C.M.M.F and Aditya Institute of Management studies and Research for giving me an opportunity to learn and pursue my Summer Internship and understand about Marketing Research aspects.

I would like to thank and express my sincere gratitude to Mr. Tejas Ramnathkar. His constant encouragement, valuable insights and attention to detail had made this exercise, a great learning experience. I am also thankful to Mr. Prakash Aute who contributed his valuable time and gave valuable insights during the development of the project. I am also thankful to (Director, Aditya Institute of Management Studies and Research) and my institution, for giving me an opportunity to undergo this learning experience Special thanks to Prof. Dipti Amburle for his valuable guidance in completing this project tand helping me to understand this project better and supporting me with his/her expertise on the same to make my project worth for my own benefit and also for the overall benefit of the objective of the summer project. Last but not the least; I take pride in thanking my family, siblings and friends for their much valued support.

















Table of Content Sr. No

Particulars

Page No

1

Executive Summary

1

2

Introduction Research Background Details of your Company Details about your specific Industry

2 2 4

3

Need for the study

7

4

Objectives of the study

7

5

Scope of the study

7

6

Review of Literature

9

7

Research Methodology Type of Research Design Sources of Data (Primary and Secondary) Type of Sampling Sample Size

13

8

Analysis and interpretation of the data collected with relevant tables and graphs

14

9

Strategy Formulation

22

10

Implementation Of Strategy

28

11

Summary of Findings

30

12

Suggestion/Conclusion

32

















1. Executive Summary

This project was to study the impact of marketing strategies on sales of Amul pouch dahi in Mumbai market

An expert interview was conducted with Mr Prakash Aute (ZIC- Milk); wherein the potential of Mumbai milk market was drawn to 60 LLPD (based on PCC of 300ML), they informed that the current milk market share is divided in 50% brand and 50% loose; wherein Amul has a sale of 15LLPD. Potential of fresh dahi was calculated 1400 MTPD (based on PCC of 7grams); the market is divided in 3% branded while 97% loose.

A FGD was conducted to study the consumer perception towards dahi and it was found that price was considered to be the important factor motivating motiva ting the purchase of dahi. It was also observed that the awareness of Amul masti dahi in Pouch was low amongst the respondents.

Retail survey was conducted at 932 retail outlets in South Mumbai and it was found that Amul Milk enjoys a market share of 29% in overall market while 43% within the branded milk segment with penetration of 68% within the milk selling outlets and Gokul is their major competitor. Market share of Amul masti dahi is 11% overall whereas 59% within the branded dahi segment.

Based on the findings from the initial data; marketing strategies were designed and suggested to the company; of the suggested strategies an BTL activity was conducted targeting to increase awareness of pouch dahi amongst consumers and using the SPSS paired T-Test on

















2. Introduction Research Background It has been 17 years since Amul had launched Masti Dahi in cup variant and 7 years for the pouch variant. But still this t his product has not capture captur e the market like its other products. pro ducts. Branded Dahi market of Mumbai is 3% from which the market share of masti dahi is 1.5%. The remaining 97% is loose. Inorder to gain its foothold in the dahi market it needs to target the loose dahi market consumer.

Details of your Company About Amul Amul is an Indian dairy cooperative, based at Anand in the state of Gujarat, India. Amul was formed due to a retaliation by the farmers of Kaira district against Polson for the unfair trade practices followed by b y him. The revolution was headed by b y Tribhuvandas Patel under the guidance of Sir Vallab Bhai Patel against Polson. Sir Patel saw that there was a need to create a milk cooperative to exclude the middle men in the process of selling milk to Bombay. For this they started a revolution against Polson and stopped providing milk to it. Soon Polson was kick out of Gujarat and a Kaira District Milk Union Limited was born in 1946. The Cooperative was further developed and managed by Dr.Verghese Kurien along with Mr.H.M Dalaya. Dr. Kurien, a World Food Prize and Magsaysay Award winner, was the pioneer of this White Revolution. The first modern dairy of the Kaira Union was established at Anand. Indigenous research and developmented technology development at the Cooperative handled to the successful production of skimmed milk powder from buffalo milk for the first time on a commercial scale anywhere in the world. The success of the dairy co-operative movement spread rapidly in Gujarat. In order to combine forces and expand the market while saving on advertising and avoid a situation where milk cooperatives would compete against each other it was decided to setup an apex marketing body of dairy cooperative unions in Gujarat. Thus, in 1973, the Gujarat Co-operative Milk Marketing Federation was established. The Kaira



















About G.C.M.M.F GCMMF was established in the year 1973. It is India's largest food product marketing organization with annual turnover (2016-17) US$ 4.1 billion. Its daily milk procurem procurement ent is approx. 18 million lit per day from 18,700 village milk cooperative societies, 18 member unions covering 33 districts, and 3.6 million milk producer members. It is the Apex organization of the Dairy Cooperatives of Gujarat, popularly known as 'AMUL', which aims to provide remunerative returns to the farmers and also serve the interest of consumers by providing quality qualit y products which are good value for f or money. GCMMF is India's largest exporter of Dairy Products. It has been accorded a "Trading House" status. Many of our products are available in USA, Gulf Countries, Singapore, The Philippines, Japan, China and Australia. GCMMF has received the APEDA Award from Government of India for Excellence in Dairy Product Exports for the last 16 years. For the year 2009-10, GCMMF has been awarded "Golden Trophy" for its outstanding export performance and contribution contrib ution in dairy products sector s ector by APEDA. In 2013-14, GCMMF took giant strides in expanding its presence in Internati onal markets. Amul’s presence on Global Dairy Trade (GDT) platform in which only the top six dairy players of the world sell their products, has earned respect r espect and recognition across the world. By selling milk powders on GDT, GCMMF could not only realize better prices as per market demand but it also firmly



















Billion)

Details about your specific Industry INDIAN DAIRY INDUSTRY The need for an organized dairy development in India was actually conceived in the late 1960’s. Within a span of 5 years the NDDB was founded. The reason behind India being number one milk producer is the success of “Operation Flood”. It was an initiative by NDDB and endorsed by Indian Government. It is based upon the AMUL Model.

At present the Indian Dairy Industry is the highest milk producer in the world and also the fastest milk producing country. Dairy industry plays a dynamic role in India's agro-based economy. The Industry contributes about 115,970 crores to the national economy. The dairy industry involves processing raw milk into products such as consumer milk, butter, cheese, yogurt, condensed milk, skimmed milk powder and ice cream, using processes such as chilling, pasteurization, and homogenization.

In the year 1998 India became the world leading milk producer country by surpassing US. In 2006 it crossed the mark of 100 million tonnes of milk production which represented 15% of world milk produced. All the success of the dairy industry must be credited to Operation



















During the 45th Dairy Industry Conference, Dilip Rahat, Chairman of NDDB, in his speech said “India is self -sufficient in milk and is the world’s largest milk producer with about 155 million tons of milk production in 2015-16 accounting for about 18% of the world’s milk production. Milk production prod uction is growing at about 6.5% 6. 5% annually or the last two years as against 4.7% over the earlier 10-year period. Per capita availability of milk has increased three folds – from from 112 grams/day in 1970-71 to 337 grams/day in 2015-16.

Milk Production in India Last 5 years Milk production in India

Year

Production (Million Tonnes)

Per Capita Availability (gms/day)

2010-11

121.8

281

2011-12

127.9

290

2012-13

132.4

299



















PRODUCT PROFILE



















3. Need for the Study The study is being conducted to understand the current market of Amul Masti Dahi and devise strategy and implement them to increase its sales.

4. Objectives of the Study ●

To study the current market scenario of Amul milk and Amul Masti Dahi in Mumbai.

●

To identify the factors that affects the market penetration of Amul Masti Dahi.

●

To understand the perception of consumer towards dahi.

●

To analyze the data and devise marketing strategies and implement them.

●

To study the impact of marketing strategies implemented to increase the sales of





















Problem Statement Market penetration of Amul Masti Dahi in polypack form is low as compared to the total market size of dahi and sales of other brand in market.

Hypothesis ●

●

Ho: There is no significant impact of the marketing strategies on the sales of Amul pouch dahi H1: There is a significant impact of the marketing strategies on the sales of Amul pouch dahi





















6. Review of Literature Author- Dr. E. Krishna Karthik, et al In this article the researchers have given a brief introduction about the Indian Dairy Industry. How the Indian Dairy Sector became the number one milk producer country in the world? It also has given the breakup of the dairy sector. About 40% of milk produced is retained by the farmer for self-consumption other 60% is for selling and making of dairy products. However, the dairy sector is 80% unorganized and remaining 20% is organized. It also talks about the importance of marketing in the sector. How marketing of milk and milk products will increase the share of organized sector in India. The objective of the research of is to examine the consumer perception towards organized sector and unorganized sector dairy products in Chittoor District. Since the researchers are trying to understand the perception of consumer toward dairy products of organized and unorganized sector so it is a descriptive research. For this the researchers have selected a sample size of 600 people through convenience sampling from urban and semi-urban areas of Chittoor District. Since the demand for buttermilk and dahi is seasonal they have focused on ghee and milk. Major Findings were that people gave more priority to quality and taste for selecting dairy products and choose organized sector. But still the unorganized sector continues to grow and the organized sector grows at a steady





















Author- Sayantani Roy Chowdhury and et al Dahi is an Indian fermented milk product having high nutritive values produced by bacterial fermentation of milk. The main objective of this study stu dy is to retain the nutritive nutritiv e value of milk supposedly lost during pasteurization and to compare the anti pathogenic effect of bacterial fermentation and prolonged incubation incub ation of dahi from raw milk as cheese ch eese from raw milk is approved by FDA regulations provided the ripening is done for a minimum period of 60 days. Further study was undertaken for characterization of the product as dahi based on acidity, acceptability and the microbial count including Lactobacillus and Coliform. Value addition with different herbs and spices was carried out with the intent of observing their two fold effect on dahi as a flavouring agent and their anti Coliformactivity. Moreover the anti Coliform activity of these herbs is likely to decrease the drastic thermal processing required to reduce the pathogen count. The setting conditions was optimized at 15hrs of incubation time,37o C temperature and with an inoculum volume of 5%. The factors involved were acidity, overall acceptability and total microbial count based on the interactive effect of timetemperature profile and inoculum volume. Further scope of study may include





















preservation of food. Drying Dr ying is one of the main processes process es of preservation, which increases the shelf life of the product, but this leads to loss of texture and taste of products such as dahi, an Indian yogurt, which can be a potential drink mix and a space food. This paper supports the prospects of dry dahi powder p owder in the food beverage bever age mix industry, added with wit h some common food additives, without affecting the nutritional and sensory properties, and increases the scope of use of dahi mix as a military drink and in the preparation of drinks while traveling. Also, this paper encourages the possibility of use of the fuzzy analysis for the sensory evaluation of other fermented products which should be further explored and verified.

Author-ParambanRahila and et al This study was conducted to evaluate the effect of transglutaminase addition on the rheological and sensory properties of low-fat set dahi. The enzyme was added to low fat milk after preheat treatment at the rate of 5 U/g of protein for cow milk and 3 U/g of protein for buffalo milk. Once desired cross-linkage cro ss-linkage was obtained, obtai ned, transglutaminase was wa s inactivated by heat before culturing. Transglutaminase treatment resulted in improvement of the rheological





















Authors:Rathod, Prakashkumar and et al The study has analyzed the adoption status of mobile telephones in dairying, and enlisted the constraints as perceived by the dairy farmers. It has also identified the factors affecting adoption of mobile telephones in India through the primary data collected from 360 dairy farmers of four states of north India, viz. Haryana, Punjab, Uttar Pradesh and Uttarakhand. The adoption status has revealed that the majority of respondents have been using mobile phones partially in dairying since 3-6 years, followed by adoption since 0-3 years. A significant difference (p < 0.001) has been observed among the respondents across the states with regard to adoption of mobile phones in dairying. The application of multinomial logic model has revealed that the model was highly significant and fit for explanation. The variables 'distance to veterinary institution' or 'animal healthcare centre', 'landholding size' and 'scientific-orientation' were significantly associated with the probability that the respondent will be a full adopter of mobile phone in dairying. The study has recommended that appropriate measures need be adopted for effective use of mobile phones in dissemination of livestock-related information in general and dairying in particular to the farming community.























7. Research Methodology Type of Research Design The research conducted is a causal research since we are trying to find out a relation between two variables. One is an independent variable that is marketing activities and sale of Amul masti dahi is a dependent variable. A cause and effect relation is established.

Source of Data





















8. Analysis and interpretation of the data collected with relevant tables and graphs Expert Interview ●

●

The daily potential of Mumbai milk market is 60 lakh litres of which Amul provides 15 lakh litres of milk. From above you can estimate that Amul has a share of 25% in the Mumbai milk market.





















The survey was conducted on 932 retailers who sold dairy products. The retailers included morning milk selling street vendors, retail stores & dairy shops. The maximum outlet type was that of Dairy stores, followed by General stores in the lead. Super markets were not touched based since majority of them had a central purchase department and they refused to divulge the details needed for the survey.































































On a flipside, the Market Penetration of Amul Masti Dahi Polypack was much lower than the









































The Amul Masti Dahi Market Penetration & Market share area wise has been provided in the









































9. Strategy Formulation

































































































































































































































A study on the impact of marketing strategies implemneted to increase sales of Amul Pouch Dahi

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