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Nikita'S Project FILE

Marketing Management (SVKM's NMIMS)

Studocu is not sponsored or endorsed by any college or university

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NMIMS Global Access

School for Continuing Education (NGA-SCE)

An Analytical study on
STUDY ON THE MARKET SIZE, MARKET SHARE, AND PLACEMENT OF AMULFROZEN
PRODUCTS

A PROJECT REPORT SUBMITTED IN PARTIAL FULFILLMENT OF THEREQUIREMENT

FOR AWARDING THE DEGREE IN
MASTER OF BUSINESS ADMINISTRATION

Session: 2021-2023

SUBMITTED BY:
NIKITA JOSHI
77121634868

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STUDENT DECLARATION
I, Nikita Joshi a student of MBA 4th Sem of NMIMS University, have created this
project report titled “STUDY ON THE MARKET SIZE, MARKET SHARE, AND
PLACEMENT OF AMUL FROZEN PRODUCTS”, in partial fulfillment of my Master
of Business Administration degree.
NIKITA JOSHI
77121634868
MBA (MM) 4th Sem

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ACKNOWLEDGEMENT
I would like to express my sincere gratitude and appreciation to all those who have given me the
possibility to successfully finish this project. I would like to acknowledge the effort and guidance
of my academic guide, Professor Deepak Gupta, without whom this project would not have been
possible. I take this opportunity to express my genuine appreciation towards him. Finally, I would
like to thank my fellow students, all the teachers, and my family, friends, and all who contributed
to the completion of my project.
Sincerely,

NIKITA JOSHI
77121634868
MBA (MM) 4th Sem

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PROJECT AT A GLANCE (EXECUTIVE SUMMARY)

PREPARED BY: NIKITA JOSHI

77121634868
MBA (MM) 4th Sem

REPORT TITLE: STUDY ON THE MARKET SIZE, MARKET SHARE, AND PLACEMENT
OF AMULFROZEN PRODUCTS

ACADEMIC GUIDE: Prof. DEEPAK GUPTA

OBJECTIVES OF THE STUDY

1. To evaluate the market share of Amul Frozen Treats.

2. To make a comparative analysis of different brands dealing with frozen snacks.
3. To find out the position of Amul Frozen Treats among the different

competitors concerning different attributes.

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CONTENTS

Chapter Title Page no.

CHAPTER 1 INTRODUCTION 7-15
1.1 History of Amul 7-8
1.2 Amul’s mission and vision 8
1.3 The three-tier Amul Model 8
1.4 Product Assortment 9-12
1.5 Competitors 13
1.6 Substitution 13
1.7 Revenue 14
1.8 Marketing mix of Amul 14-15
CHAPTER 2 LITERATURE REVIEW 16
CHAPTER 3 OBJECTIVES, SCOPE, AND LIMITATIONS 17
3.1 Research Objectives 17
3.2 Scope of the study 17
3.3 Limitations of the study 17
CHAPTER 4 RESEARCH METHODOLOGY 18-19
4.1 Research design 18
4.2 Sources of data 18
4.2 Data collection technique 18
4.3 Sampling plan 18
4.4 Sampling design 18
4.5 Measurement 19
4.6 Questionnaire structure 19
CHAPTER 5 DISTRIBUTION PROCESS OF AMUL 20-21
5.1 Infrastructure 20
5.2 Brief details about Amul distributors in Guwahati 20
5.3 Segment of stores 21
CHAPTER 6 ANALYSIS AND INTERPRETATION 22-34

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6.1 Demographic profile of retailers 22

6.2 Demographic profile of customers 23
6.3 Analysis of Objective 1 24-28
6.4 Analysis of Objective 2 29-30
6.5 Analysis of Objective 3 31-34
CHAPTER 7 AS-IS PROCESS VS TO-BE PROCESS 35-37
7.1 As-is process 35-36
7.2 To-be process 36
7.3 Fish-bone diagram 37
CHAPTER 8 HYPOTHESIS TESTING FOR THAT FACTORS 38-44
THAT INFLUENCES CUSTOMERS TO
PURCHASE
8.1 Relationship testing between the occupation of 38-39
respondents
and food preferences
8.2 Relationship testing between frequency of purchase and 40-41
attributes of frozen snacks
8.3 Relationship testing between frequency of purchase and 41-42
The brand image of Amul
8.4 Relationship testing between frequency of purchase and 42-44
promotional services
CHAPTER 9 FINDINGS AND RECOMMENDATIONS AND 45-50
SWOT ANALYSIS
CHAPTER 10 CONCLUSION 51
BIBLIOGRAPHY 52
ANNEXURE 53-57

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INTRODUCTION
1.1 HISTORY OF AMUL

The lives of farmers in Kaira were comparable to those in other regions of India.
Agriculture was their major source of income during the season. Due to the multiple
issues they have encountered, farmers are in urgent need. The money they make from the
buffalo milk is unstable, and they cannot depend on it. The selling of milk was too minor
a factor for farmers and middlemen. Because there was such a shortage of milk, farmers
were prepared to accept any price for it. They had to lower their prices for other distinctive
goods like ghee cream. They were literate enough to comprehend the terms of the
transaction, which required them to buy their items at a reduced price and then resell them
for a larger price than anticipated.
In 1945, when the Bombay government started to take notice, the Bombay Milk Plan was
unveiled. Beginning now is the 427-kilometer milk delivery from Anand to Bombay. This
could only be done if milk was pasteurized in Anand.
The Bombay government and Polson Limited negotiated a settlement following many
court cases. Every arrangement reached was enthusiastically embraced by all sides, albeit
farmers were less enthusiastic. The government made money because of Polson's ability
to keep a comfortable margin. The Milk contractors received the majority of the split.
They are not restricted to considering the challenging circumstances when figuring out
the price that has to be given to producers. The position of the farmers in the Kaira District
did not improve as a result of the Bombay Milk Scheme. The contractors were paid a
specific amount for the milk. The number of dissatisfied farmers grew. The number of
farmers who were unhappy rose. Patel once more suggested that they sell their milk
through a self-founded cooperative group. They'll have their pasteurization plant
cooperative.
A farmer is required by the suggestion to approve the formation of such a cooperative.
They should quit selling their milk to intermediaries if their demand is denied. After
Sardar Patel cautioned them that future strikes will occur often and would cause a loss in
milk production if farmers didn't sell their milk for a long out of fear, the farmers agreed.
In 1954, the first stone for Amul was laid. On November 1, 1955, the project was
completed. The newly opened dairy helped to forward the cause of cooperative milk
producers. The union was able to establish new societies to aid the local cooperative in
managing more milk each year.

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The "Amul" brand was introduced by the marketing department of Kaira Union. The
word "Amul" is a translation of the Sanskrit word "Amulya," which means "priceless"
or "precious."

1.2 AMUL’S MISSION AND VISION

VISION: Amul’s vision is to provide more and more satisfaction to the farmers,
employees, and distributors.

MISSION: GCMMF endeavors to satisfy the taste and nutritional requirements of the
customer of the world through excellence in marketing by the committed team. Through
cooperative networking, they are committed to offering a quality product that provides
the best value for money.

VALUES:
• Customer Orientation
• Give customers a good, fair deal. Great customer relationships take time. Do not
try to maximize short-term profits at the expense of building those enduring
relationships.

1.3 THREE-TIER AMUL MODEL

Amul has always been upfront about its commitment to helping farmers and working
on their behalf; they aim to support farmers and provide customers with products that
are worthwhile purchases. Amul employs a three-tiered system as part of its dairy
production:
1. Each factory is a part of the neighborhood dairy cooperative organization, which
is a manufacturing neighborhood.
2. District Milk Unions: The District Milk Union is made up of delegates chosen by
the Village Dairy Cooperative Society's members.
3. State Milk Federation: This organization is in charge of market sales and
distribution.

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1.4 PRODUCT ASSORTMENT

Customers are fed by Amul with a variety of goods that offer nutrition, affordability,
and convenience, from pleasurable delights to nourishing cuisine. Amul milk, Amul
cheese, Amul butter, and Amul ice cream are a few examples of their Cash Cow
Products. They are now also in the freezer section. Additionally, the poll only looks at
the frozen section.

The product mix for Amul’s Frozen Snacks is as follows:

a) Potato Snacks-

1. Aloo Tikki | 400g

Product Details
Product Name Aloo Tikki
Description Aloo Tikki from potatoes and condiments
Packing 400 g

Product Specifications
Shelf Life Best before 18 months from manufacturing
Storage Condition At -18°C or below

2. French Fries | 200g,425g, 750g-

Product Details

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Product Name 9 mm French Fries

Description Commonly known as Finger chips
Packing 200g, 425g, 750g

Product Specifications

Storage Condition At -18°C or below.

Composition Potatoes and Edible Vegetable Oil

Shelf Life Best before 18 months from manufacturing

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Hash Brown | 360g

Product Details-
Product Name Hash Brown
Description Made from shredded pan-fried potatoes
Packing 360g

Product Specifications-
Composition Potatoes, Edible Vegetable Oil, Corn Flour,
Onion Powder
Shelf Life Best before 18 months from manufacturing
Storage Condition At -18°C or below.

Burger Patty | 360g

Product Details-
Product Name Veg Burger Patty
Description Burger Patty made from potatoes mixed with
vegetables
Packing 360g

Product Specifications-
Composition Potatoes, Vegetables, Breadcrumbs, Edible
Vegetable Oil, Batter
Shelf Life Best before 18 months from manufacturing
Storage Condition At -18°C or below.

4. Veggie Stix | 425g

Product Details-
Product Name Amul Veggie Stix

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Description Round long fingers made from potatoes and

vegetables
Packing 400g

Product Specification-
Composition Potatoes, Vegetables, Breadcrumbs, Edible
Vegetable Oil, Rice Flakes, Corn Flour, Parsley
Leaves
Shelf Life Best before 18 months from manufacturing
Storage Condition At -18°C or below.

b) Dairy Snacks-

1. Cheese Onion Pocket | 360g

2. Masti Dahi Tikki | 300g
3. Cheese Poppons | 300g
4. Cheese Corn Nuggets | 300g
5. Paneer Samosa | 300g
6. Punjabi Samosa | 300g
7. Cheese Onion Paratha | 500g
c) Pizza-
8. Cheese Pizza | 210g
9. Margherita Pizza | 170 g
10. Garlic Pizza| 170g
11. Premium Pizza | 220g

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1.5 COMPETITORS

a) McCain-
International business McCain Foods Limited was established in Canada's Florenceville
in 1957. Pizzas, juices, beverages, and potato-based goods are among the company's
offerings.
b) Keventers: The frozen food portfolio of Keventer Agro is wide and includes vegetables
like sweet corn and green peas, baked goods, meatballs, kebabs, veg and non-veg snacks,
ready-to-fry products, and potato-based items. According to the CEO, around 5% of the
company's current total revenue is made up of frozen food.
c) ITC- The market for frozen foods in ITC is expanding at a 15% CAGR. ITC and
Havmor Ice Cream have collaborated to offer ITC Master Chef Frozen Snacks via
Havmor ice cream carts.
d) Godrej Yummiez: This retailer has a wide selection of frozen, ready-to-cook
vegetarian, and non-vegetarian foods. Over 40 products, including nuggets, burger
patties, salami, sausages, kebabs, sweet corn, and green peas, are part of their product
lineup.
e) MTR Meals Ltd. MTR Foods Ltd. is one of India's top producers of packaged meals.
With a concentration on southern Indian cuisine, their product line includes a variety of
vegetarian snacks, ready-to-eat meals, and partially cooked entrees.

1.6 SUBSTITUTION
1. The majority of the time, pizza from chains like Pizza Hut and Domino's is replaced
by frozen pizza.
2. The artificial additives and preservatives in frozen foods can harm a person's health.
Therefore, opting for homemade, fresher meals is a great alternative.
3. People who are working or in college and lack the time to cook a healthful meal
typically purchase ready-to-eat meals. However, fast food restaurants may be
advantageous for such customers since it is both inexpensive and time-saving.

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1.7 REVENUE
Amul reported a sales turnover of 610 billion Indian rupees in the fiscal year 2022, compared
toaround 392 billion Indian rupees the previous year in India.

Fig 1: Amul: Sales turnover for FY 2022

1.8 MARKETING MIX OF AMUL

Product
Ice cream, milk, chocolates, cheese, mithai mate, and milk powders are just a few of the
many products Amul offers. The most votes are routinely cast for Amul's butter, cheese,
and ice creams because of their great flavor and quality. Amul Chocolates has put in a lot
of effort to go up the food chain with quickly growing brands like Nestle and Dairy Milk.
One of the company's main competitive advantages is that no other brand has been able
to build a portfolio as extensive as Amul's.

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Pricing
The prices of Amul's products are fair. Amul entered the market when there were no other
Indian rivals, and since then, the business has developed a reputation across India for
creating high-quality products at competitive costs. Even now, the majority of customers
consistently picked Amul as their first option for FMCG products, despite the high
expenses of delivery and storage. Amul has taken steps to ensure that its pricing is in line
with consumer expectations.

Place
One such company that has expanded across the nation is Amul. Praise be to the vast
distribution network that ensures Amul goods are delivered to homes throughout India.
The distribution system is built on bulk purchases that are then broken down into minute
components and sent to the ultimate customer.

Promotion
The Amul girl is well-known since she has been in Amul's longest-running advertising
campaign. However, the only products that receive significant advertising are Amul
cheese and butter. The company does not participate in aggressive marketing for other
goods since it does not want to give up its marketing margins and claims to spend only
1% of its budget on marketing and advertising. It makes sense why its prices are
consistently lower than those of its rivals despite fierce competition.

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LITERATURE REVIEW
The percentage of total sales that the company has in the market where it competes is known as market
share. When a company outperforms its competitors in terms of market share, its client base is
expanding, increasing sales. Market share can be broken down by industry, product, or specific product.
Since the 1930s, there has been a great deal of debate on the relationship between market share and
profitability. In his earliest empirical investigations, Bain (1951) initially proposed a relationship
between industry concentration and profitability. The PIMS data source was used in a 1975 study by
Buzzell Gale and Sultan that found a strong correlation between market share and profitability. Gale and
Branch (1982) carried out additional research to determine the statistical significance of the association
between concentration and market share. There are many examples of small enterprises with a small
market share that are incredibly successful. Taking a look at a few of them, Woo and Cooper (1981)
addressed the question of whether generic rules might apply to strategy given that each scenario is just
slightly different from every other circumstance.
The authors Panteha Farmanesh, Mozhdeh Adibi, and Alireza Hasiri conducted research in 2017 titled
"The Influence of Marketing Strategy on Market Share" to figure out how to raise market share to
achieve a larger scale in operations and boost profitability. The primary objective of this study was to
identify the factors that influence market share. According to the research, selling strategies should
include how product, pricing, promotion, and place impact market share.
The research titled "Product Placement Effectiveness" was carried out in April 2011 by authors Kaylene
C. Williams, Alfred Petrosky, Edward H. Hernandez, and Robert A. Page. The purpose of the article was
to analyze product placement in terms of its meaning, application, and goals, as well as the elements that
affect its efficacy and disadvantages.
Authors Level Kramoli, Jan, and Kopeková Martina conducted research titled "Product Placement: A
Smart Marketing Tool Shifting a Company to the Next Competitive Stage" with the primary goal of
establishing a connection between a company's competitiveness and the usage of product placement as
a marketing strategy. Discovering the origin of product placement was the secondary objective. The
study's conclusions indicate that both long-term marketing and brand creation include product
placement. Additionally, it was shown that long-term marketing directly affects a company's capacity
for competition.

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OBJECTIVES, SCOPE, AND LIMITATIONS

3.1 RESEARCH OBJECTIVES
1. To assess Amul Frozen Treats' market share
2. To conduct a comparison of several brands that sell frozen snacks.
3. To determine Amul Frozen Treats' ranking among rivals in terms of several characteristics.

3.2 SCOPE OF THE STUDY

The research intends to conduct a thorough analysis of Amul's frozen goods available in the Guwahati
market. To make the survey easier, the market has been split into distinct divisions. Panbazar, Paltan
Bazar, Bhangagarh, Uzanbazar, Kharguli, Dighalipukhuri, Rehabari, Ulubari, Birubari, Bhootnath,
Shantipur, Khanamukh, and Kumarpara are the names of these sectors. To create strategies and boost
sales, the study includes a complete analysis of the market's convenience channel. The study is only
conducted inside the boundaries of Guwahati.

3.3 LIMITATIONS OF THE STUDY

Responsible management and staff in the marketing division of Amul Guwahati supplied the best
assistance for my research, and virtually all the necessary data was given to me in support of my project
report. There were certain problems, nevertheless, that was unavoidable. The following were the
limitations I ran into when doing my survey:
1. The two-month survey period was insufficient to cover the whole market; the data collected for this
study is closely time-bound and hence vulnerable to change over time.
2. The merchants did not appear to be at ease when discussing their inventory.
3. A handful of the store respondents were uncooperative and nasty.
4. Since the shops contributed the information and data used in this study, it is assumed that the data is
accurate.
5. Since most people in markets are in a hurry, there is a chance that some responses may be biased, and
asking questions in such an environment is not particularly productive.

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RESEARCH METHODOLOGY

4.1 RESEARCH DESIGN:

The goal of this descriptive research is to determine the market share, marketing strategy, and future
potential of the Guwahati Amul frozen food market. The study is conducted utilizing survey questions
and observational methods, which are characteristics of descriptive research. Pie charts, bar charts, and
SPSS 22 have all been used in the analysis of the data.

4.2 SOURCES OF DATA:

a. Primary Data
i. Personal visits to outlets
ii. Questionnaire
iii. Observation
b. Secondary Data
i. Consultation with organisational guide and distributors
ii. Internet
iii. Books
4.3 DATA COLLECTION METHOD:
The study employs both quantitative and qualitative methodologies. Primarily obtained data are used to
advance the research study's objective because the study is empirical in nature. Primary data sources
include survey questions, in-person interviews, expert and executive counsel, and observation. Other
secondary data sources include websites, firm biographies, and distributors' main invoices.
4.4 SAMPLING PLAN
Both observational and survey approaches are used in the current study since it is descriptive in nature.
For this study, two surveys are conducted: one is for customers, the other is for merchants.
4.5 SAMPLING DESIGN

Survey 1- For the Retailers

1. Element: All the convenient retailers in Guwahati who deal in Amul frozen products.
2. Sampling unit: Retailers of 13 allocated locations of Guwahati.
3. Extent: Guwahati
4. Time: The time period of the study was from 4th July 2022 – 4th September 2022
5. Sample Size: A total number of 65 retailers were taken as the sample.

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Survey 2- For the customers

1. Element: All the convenient customers in Guwahati who buy Frozen product.
2. Sampling unit: Customers of 50 retail outlets in 13 different locations in Guwahati.
3. Extent: Guwahati.
4. Time: The time period of the study was from 4th July 2022 – 4th September 2022
5. Sample size: A total number of 65 customers were taken as the sample.

4.6 MEASUREMENT
Observation - Specific observations were made when visiting the market, such as the retailer's sales,
their interactions with salespeople, etc. Nominal scale is used as the questionnaire's scale of
measurement.

4.7 QUESTIONNAIRE STRUCTURE

One of the primary data gathering techniques used in this study is the "questionnaire." Separate surveys
are developed for customers and retailers. The poll had both closed-ended and open-ended questions.
After examining academic studies on sales promotion, marketing campaigns, etc., the proposed list of
possibilities was developed.

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DISTRIBUTION PROCESS OF AMUL

5.1 INFRASTRUCTURE
5.1.1 DISTRIBUTION PROCESS OF AMUL FROZEN SNACKS

1) Distribution Network: Manufacturing Units −> C&F agents −> Distributor as per
territory−> Retailer/Wholesaler
2) Delivery Procedure: The salesman of the distributor takes the order from the outlets that
comes under their area and delivers the next day. Delivery of orders takes place through
autovans.

5.2 BRIEF DETAILS ABOUT THE AMUL DISTRIBUTORS IN GUWAHATI

1. Maya Enterprise, Panbazar:

Owner: Samarpita Saha
The retail establishments at Panbazar, Dighalipukhuri, Paltan Bazar, Ulubari, Bihutoli, Shantipur,
Bhootnath, Kharguli, Uzanbazar, Rehabari, Kalapahar, and other locations are managed by Maya
Enterprise. These beats will be managed by three PSRs. It is effective for order and delivery booking
as well as ready stock. The salesman visit the utlets on each of the six workdays of the week to take
orders before the day of delivery. And the vehicle and merchandiser make the delivery the very
following day.

2. Fortune Merchantiles, Adabari:

Owner: Abhijit Ghosh
Several retail locations in North Guwahati, as well as those in Adabari, Malingaon, Jalukbari,
Khanmukh, and Amingaon, are home to Fortune Merchantiles. These beats are being managed by two
PSRs. They visit businesses to take and deliver orders during the course of the six working days of the
week, focusing mostly on order booking and ready stock.

3. Ashirbad Food and Beverages, Lalganesh:

Owner: Gautam Dutta

There are outlets managed by Ashirbad Food and Beverages in Lalganesh, Rehabari, Birubari, Fatasil,
etc. They primarily focus on order scheduling and ready stock. Three PSRs have been assigned to
manage these beats.

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5.3 SEGMENT OF STORES

1. GT (General trade stores)

2. MFS (Supermarkets)
3. APO (Amul Preferred Outlets)
4. HORECA (Hotels and Restaurants Category)

During the summer internship session, PSRs from Amul Distributors assisted in conducting the survey.
Every retail establishment within a given beat was examined, which also helped to comprehend the Amul
distribution network. Orders were taken, and fresh promotions were announced to merchants. A report
summarising the day's total sales, productivity, and stores visited was sent to the project guide at the
conclusion of the workday. Additionally, there were retailer remarks.

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ANALYSIS AND INTERPRETATION

6.1 DEMOGRAPHIC PROFILE OF THE RETAILERS

Fig 6.1.1: Frequency Distribution of the types of outlets which deal in frozen snacks

Fig 6.1.2: Frequency Distribution of annual turnover of outlets dealing with frozen snacks

6.2 DEMOGRAPHIC PROFILE OF THE CUSTOMERS

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Fig 6.2.1: Frequency Distribution of age of the customers

Fig 6.2.2 : Frequency Distribution of monthly average expense on Frozen treats by

customers

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6.3 ANALYSIS OF OBJECTIVE 1

Objective 1: To evaluate the market share of Amul Frozen Treats

Fig 6.3.1: Awareness level of Amul Frozen Snacks among respondents

Interpretation: Amul's frozen snacks don't have a high enough degree of awareness, as the graph
above illustrates. The business should examine the proportion of clients who are ignorant of their
frozen snack selections. They need to step up their marketing efforts if they want to improve their
market position.

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Fig 6.3.2: Frequency Distribution of availability of Amul Frozen Treat

Interpretation: The number of retail locations that carry Amul frozen sweets is shown in the pie-diagram
above. Not all retailers carry frozen items due to variables including deep freezer issues, stock management,
demand, and availability. According to the study, frozen Amul products are offered in 61.3% of stores, but not
in 38.7%. The study was only able to include a relatively limited number of retail shops, therefore the pattern
could alter if the sample size for the retail outlets is increased.

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Fig 6.3.3: Frequency Distribution showing the sales of different brands of frozen treats

Interpretation: The sales of frozen snacks from various brands in retail establishments are explained
by the above bar diagram. Not every retailer carries every brand. The management of inventory is
influenced by a variety of internal and external elements, including supply, demand, margin, brand
perception, and a host of other considerations. McCain has the largest market share, according to the
report, but since the study only included a small number of retail locations, the pattern may alter if the
sample size for the retail outlets is raised.

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Fig 6.3.4: Frequency distribution of frequency of purchase by customers

Interpretation: According to the aforementioned graph, the majority of respondents buy Amul frozen
snacks twice a week, followed by around 15 respondents who buy frozen once or twice a week, and
just about 11 respondents who buy everyday.

Fig 6.3.5: Frequency Distribution of Amul frozen treats at the outlets

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Interpretation: According to the bar graph above, French fries are the most often bought item by the
outlets, followed by cheese onion pockets, Punjabi samosas, burger patties, and hash browns.

Fig 6.3.6: Frequency Distribution of Frozen treats purchased by customers

Interpretation: We can see from the bar graph above that the most popular item purchased by the
customers is French Fries followed by mozzarella cheese and cheese corn and masala paneer
nuggets.

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6.4 ANALYSIS OF OBJECTIVE 2

Objective 2: To make a comparative analysis of different brands dealing with frozensnacks

Fig 6.4.1: Frozen Treats preference of retailers

Interpretation: McCain appears to have the top brand choice for frozen snacks, followed by Amul
and Keventers. However, this pattern may change if the sample size is enlarged. However, it is still
true that McCain maintains a strong market position and is favoured by retailers.

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Fig 6.4.2: Frozen Treats preference by customers

Interpretation: McCain appears to have the biggest brand choice for ice cream, followed by
Keventers, ITC, and Yummiez. However, if the sample size is expanded, this pattern can change.
However, it can be claimed that McCain has a strong market presence and is favoured by
consumers.

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6.5 ANALYSIS OF OBJECTIVE 3

Objective 3: To find out the position of Amul Frozen Treats among the differentcompetitors with
respect to different attributes.

6.51 Analysis of Amul Frozen Treats on different attributes with respect to theretailers-
Fig 6.5.1.1: Response of retailers on availability of stock

Fig 6.5.1.2: Response of retailers on delivery of stock

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Fig 6.5.1.3: Response of retailers on replacement of damage stock

Interpretation:
1. 1. Retailers' opinions on the availability of stock differed from outlet to outlet; while some
were happy with the stock's availability, the majority complained that stock wasn't always
available and that all of Amul's frozen desserts weren't always accessible.
2. 2. Retailers' satisfaction with stock deliveries is only moderately high, which can be
attributed to salespeople's inconsistent stock delivery trips. They contend that the
salespeople are not invited; instead, they are required to make calls in order to get the
merchandise supplied. This irregular visit issue is brought on by the salesman missing
beats.
3. Since stores are given a credit note in exchange for Amul replacing any damage, this makes
them happy. Only 9.3% of shops reported that the wait for damage repair is too long.

6.51 Analysis of Amul Frozen Treats on different attributes with respect to the
customers-

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Fig 6.5.2.1: Response of customers on brand image of Amul

Interpretation: Because the majority of respondents are happy with the brand's reputation and are
devoted customers, consumers prefer to buy Amul frozen snacks.

Fig 6.5.2.2: Response of customers on attributes of frozen treats

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Interpretation: Customers appear to be satisfied with the flavour of Amul's frozen sweets, followed by the
cost. The corporation shouldn't implement any price reductions in order to enhance its market share since
Indian customers would see those actions negatively because cheap prices inevitably entail bad quality.
Amul, however, may develop new flavour types of frozen foods.

Fig 6.5.2.3: Response of customers on improvement in attributes of frozen treats

Interpretation: In comparison to its rivals, frozen sweets are not as readily available. Customers
surely praise the frozen sweets' quality and flavour, but their unavailability might be problematic
because it would reduce the company's market share. Because there aren't enough promotional
campaigns, customers aren't aware that these items exist.

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AS-IS PROCESS VS TO-BE PROCESS

7.1 AS-IS PROCESS

• Distribution Network:

Company Plant → C&F agents → Distributor as per territory → Retailer/Wholesaler

• Delivery Procedure: Each distributor has two to three salespeople who receive orders from
retailers in their zone and deliver the goods the next day. Mini-autovans are used for order
delivery. Throughout the week, the salesperson covers a variety of beats in their
neighbourhood.
• The corporate factory sends the distributors the items in the quantity they have
requested.
• refilling Frequency: For frozen snacks, refilling occurs every 1-2 weeks, depending on
the retailer.
• Stock Delivery: It was discovered throughout the analysis that stock delivery is only
somewhat good. However, some salespeople don't stop by the shops often to receive
orders.
• Stock Availability: Although frozen snack product quality is satisfactory, stock
availability might be improved. A lot of retailers expressed worry about supply
availability.

• Replacement Policy: Damaged goods is replaced using credit notes. However, a lot of shops
complained about the distributors' replacement policy. Additionally, the salesmen's faulty
delivery of the goods is mostly to blame for the damage.
• Deep Freezer Availability: After visiting the outlets, it was discovered that several of them
lacked deep freezers. Additionally, no financing options were offered to the stores for the
purchase of deep freezers.

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• Credit Policy: Depending on the distributors' relationships with the retailers, the distributors provided
credit facilities to the retailers for the purchase of products. The credit period might last up to one month.

• Advertising: Salespeople and distributors give posters, flyers, and other materials to retailers to
advertise their goods.

7.2 TO-BE PROCESS

• All the different kinds of frozen snacks are frequently unavailable in stores, therefore
the salesman should visit the outlets on a regular basis to ensure that deliveries take
place on time and that the outlets don't run out of stock.
• Therefore, the producer should make sure that the product is delivered to distributors
in a suitable manner so that concerns from retailers regarding stock availability may
be handled. Additionally, to satisfy demand, a region's distributor population may be
augmented.To satisfy the merchants, damaged items must be promptly replaced; else,
they may switch to other brands.
• To prevent product damage during delivery, distributors should guarantee that
salespeople handle the goods with care.
• As opposed to Amul, rivals' frozen foods are supplied more regularly. For the reason
why merchants assert that Amul's margin is low when compared to rivals' margin.
• As a result, the business should work to develop a marketing plan to boost their
profit.Because deep freezers are so expensive, many merchants are reluctant to
purchase them. Therefore, the business should provide shops financing options and
programmes when they buy deep freezers.
• Since the frozen snack market for Amul is still relatively young and underutilised,
promotional efforts should be increased. Thus, emphasising positioning and
advertising more can increase sales and aid in capturing a substantial portion of the
market.

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7.3 FISH BONE DIAGRAM

Advertisement Distribution

Inadequate supply Conflict between

Less display activities
company and distributor

Less presence in Infrequent visit by

Less no of
social media salesmen
distributors
Low
Sales
Unavailability of all Less schemes,
varieties discounts for retailers No credit facilities
for deep freezers,
Delivery delay Poor replacement
policy

Stock Availability/ Services

Delivery

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HYPOTHESIS TESTING FOR THE FACTORS THAT INFLUENCE

CUSTOMERS FOR THE PURCHASE OF AMUL FROZEN SNACKS:

8.1 RELATIONSHIP TESTING BETWEEN OCCUPATION OF

RESPONDENTS AND FOOD PREFERENCES

Belief: More money is spent on frozen snacks by those in the service and commercial sectors than
by those in the agricultural sector.
Null Hypothesis (H0): There is no relationship between occupation of customers and food
preferences.

Alternate Hypothesis (H1): There is a relationship between occupation of customers and food
preferences.

Occupation * Preference Crosstabulation

Count

Preference
Fresh Frozen Total
Food Food
Occupatio Agricultur 7 0 7
n e
Business 6 10 16
Service 6 11 17
Student 12 10 22
Total 31 31 62

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Chi-Square Tests

Asymp. Sig.
(2-
Value df
sided)
Pearson Chi-Square 9.652a 3 .022
Likelihood Ratio 12.389 3 .006
N of Valid Cases 62

a. 2 cells (25.0%) have expected count less than 5. The

minimum expected count is 3.50.

From the aforementioned Chi-square test findings in SPSS, the Pearson Chi-Square value is p=0.022,
which is less significant than level = 0.1. As a result, we may accept the alternative hypothesis and reject
the null hypothesis. Thus, it can be concluded that the respondents' taste for food, whether it be fresh or
frozen, is impacted by their line of work. Customers who work in the service sector make purchases
more frequently than those whose income comes from agriculture since the latter cannot buy frozen
snacks and prefer fresh food.

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8.2 RELATIONSHIP TESTING BETWEEN FREQUENCY OF PURCHASE AND

ATTRIBUTES OF FROZEN SNACKS

Belief: People prefer Amul frozen snacks because of their prices are affordable.
Null Hypothesis: There is no relationship between frequency of purchase and attributes of
frozen snacks.
Alternate Hypothesis: There is a relationship between frequency of purchase and attributes of
frozen snacks.

amulattributes * Preference Crosstabulation

Count

Preference
Fresh Frozen Total
Food Food
amulattribute Availabilit 3 4 7
s y
Pricing 19 14 33
Quality 6 6 12
Quantity 1 3 4
Taste 2 4 6
Total 31 31 62

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Chi-Square Tests

Asymp. Sig.
(2-
Value d
f sided)
Pearson Chi-Square 2.567a 4 .633
Likelihood Ratio 2.630 4 .622
N of Valid Cases 62
a. 6 cells (60.0%) have expected count less than 5. The
minimum expected count is 2.00.

The Pearson Chi-Square value, which exceeds the level of significance = 0.1, is p=0.633 based on the
aforementioned Chi-Square test findings in SPSS. So, we are unable to rule out the null hypothesis. As
a result, it might be claimed that the data is inconclusive and that no conclusions can be made.

8.3 RELATIONSHIP TESTING BETWEEN FREQUENCY OF PURCHASE AND

BRAND IMAGE OF AMUL

Belief: People prefer Amul frozen snacks because of their brand image.
Null Hypothesis: There is no relationship between frequency of purchase and brand image of
Amul.
Alternate Hypothesis: There is a relationship between frequency of purchase and brand imageof
Amul.

Brand image * Frequency Crosstabulation

Count

Frequen
cy
Once/Twic
Daily ea Twice a Total
week week
Brand No 3 5 11 19
image
Yes 8 10 25 43
Total 11 15 36 62

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Chi-Square Tests

Asymp. Sig.
(2-
Value d
f sided)
Pearson Chi- .110 2 .94
a 6
Square 2
.111 .94
Likelihood Ratio 62 6
N of Valid Cases
a. 2 cells (33.3%) have expected count less than 5. The
minimum expected count is 3.37.

The Pearson Chi-Square value, which exceeds the level of significance = 0.1, is p=0.946 based on the
aforementioned Chi-Square test findings in SPSS. So, we are unable to rule out the null hypothesis. As
a result, it might be claimed that the data is inconclusive and that no conclusions can be made.

8.4 RELATIONSHIP TESTING BETWEEN FREQUENCY OF PURCHASE AND

PROMOTIONAL SERVICES OFFERED BY AMUL

Belief: Social media and other promotional tools help in the sale of Amul frozen snacks.
Null Hypothesis: There is no relationship between frequency of purchase and promotional
services offered by Amul.
Alternate Hypothesis: There is a relationship between frequency of purchase and promotional
services offered by Amul.

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Promotional services * Frequency Crosstabulation

Count

Frequen
cy
Once/Twic
Daily ea Twice a Total
week week
Promotional Advertisement 5 4 6 15
services
Display 3 1 8 12
activities
Hoardings 1 4 5 10
Social media 2 6 17 25
Total 11 15 36 62

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Chi-Square Tests

Asymp. Sig.
(2-
Value d
f sided)
Pearson Chi-Square 7.938a 6 .043
Likelihood Ratio 8.218 6 .043
N of Valid Cases 62
a. 3 cells (24.3%) have expected count less than 5. The
minimum expected count is 2.77.

The Pearson Chi-Square score, which exceeds the level of significance = 0.1, is p=0.243 based on the
aforementioned Chi-Square test findings in SPSS. So, we are unable to rule out the null hypothesis. As
a result, it may be claimed that the data are inconclusive and that no conclusions can be made.

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FINDINGS

1. Amul has a roughly 31% share of the ready-to-eat food market in Guwahati. McCain has a 35
percent (approximately) share of the market. Additionally, competitor brands like McCain and Yummiez
restock more frequently than Amul.

2. According to the findings, 34% of respondents stated that Amul's market share is being affected
by the lack of availability of frozen snacks. Due to inadequate advertising efforts, many customers are
unaware of these products.

3. Amul frozen snacks are favored by nearly 40% of respondents due to their affordability and high
quality. Thus, the organization shouldn't start any value decreases to upgrade its portion of the overall
industry.

4. Using a series of Chi-Square tests, it was determined that i. Customers' preference for frozen or
fresh food is influenced by their occupation. Customers who work in the service or business industries
make more purchases frequently than those whose income comes from agriculture because they cannot
afford frozen snacks.

ii. It was discovered that neither gender nor age group has an impact on the frequency with which
frozen snacks are purchased. In this manner the data in uncertain.

iii. Customers' purchases of frozen snacks are significantly influenced by Amul's promotional
services. In this manner the data in uncertain.

5. Practically 62% of retailers are not happy with stock conveyance; the reasons being unpredictable
visits by the sales rep. They say that the sales rep doesn't come willfully rather they settle on telephone
decisions to get the stock conveyed. The salesperson's beat-skipping causes this issue to arise.

6. The availability of stock is a source of dissatisfaction for almost 35% of retailers. All of Amul's
frozen treats are frequently unavailable at all times.

7. Amul frozen snacks are unknown to almost 40% of customers. primarily because there are fewer
promotions, displays, and social media marketing campaigns for frozen snacks in some stores. Just their
treasure trove things, such Amul Milk, Amul Margarine, and Amul Cheddar, are promoted.

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8. To draw in extra retailers, Amul's substitution strategy should be improved. Roughly 70% of
retailers are just to some degree happy with it.

9. Due to their superior promotions, high profit margins, and attractive discounts, some retailers
favor rival brands.

10. The frozen snacks are stored below ice cream in deep freezers, making them difficult for
customers to see and access, which reduces sales overall in the majority of stores.

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RECOMMENDATIONS

1. We know that in-store stimuli cause customers to make impulsive purchases because they remind
them of what they need to buy. As a result, Amul ought to enhance its retail display activities in order to
boost sales.

2. Many shops are disappointed with item deferrals and accessibility in the Panbazar dissemination
region. Some interaction changes, like satisfactory preparation of week by week supply and safeguarding
a pre-decided record of conveyances, would successfully decrease such concerns.

3. Advertising should be increased because the frozen snack market for Amul is still relatively new
and many consumers are unaware of it. In this way, zeroing in more on advancement and situating could
build deals and help in catching a major piece of the market.

4. The five attributes of price, availability, taste, quantity, and quality were evaluated in the
Guwahati region consumer survey. It was found that Amul frozen snacks primarily required
improvement in availability and quantity. The business must take the necessary measures in this regard.

5. Rather than just zeroing in on their treasure trove things like Amul Milk, Amul Margarine, and
Amul Cheddar, the organization should put resources into advanced advertising and make web-based
entertainment adverts for their frozen bite section and direct objective their important clients.

6. In order to reach a larger audience, the business needs to think about expanding into new markets
by opening more APOs (Amul preferred outlets). The survey found that there were not many stores in
the Adabari distributor region that sold frozen snacks. As a result, the company ought to investigate the
issue.

7. Due to their high cost, many retailers are hesitant to purchase deep freezers. In this manner, those
retailers who can't make one-time installments for profound coolers will be given portion premise plans.

8. They should target occupied planned clients between the ages of 25 and 50, like understudies,
financial specialists, and others, who need more opportunity to make a full feast.

9. At the point when there is a deficiency of any frozen item from assembling units, retailers close
to the areas where most working environments are found ought to ideally be provided with the things so
the most un-number of buyers are hurt by the setback, as most bustling booked clients live in these areas.

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SWOT ANALYSIS

STRENGTH
• The world's largest milk producer vast base of over 11 million farmeathe
customary focus on consumerism

• Amul has had rapid expansion, moving up to the thirteenth-largest dairy

company in the world with a nearly 18% gain in turnover and a 67% increase
in sales from the prior year.

• Since Amul's products are well-liked and have been on the market for some
time, the firm has established a strong brand reputation, and its fans are fiercely
devoted to it. Amul has maintained its quality all across the world despite
having a large and scattered distribution network. The fact that Amul has a
very solid supply chain also deserves recognition.

• One of their assets is the large variety of items they provide.

• The Amul girl, the company's global mascot, is their logo everywhere they
advertise.
1. The company's image.
2. A more varied product offering.
3. A committed workforce.
4. Complete integration of the operation.
5. Beneficial for long-term and nearsighted eyesight.
6. Low investment costs
7. Brand Strength.
8. A superior product.
9. Customer as well as customer support

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WEAKNESS

• 1. There is irregular supply.

• 2. In certain locations, Amul pouch milk distribution is improper.

• 3. Company or retailer coordination is improper.

• 4. Amul currently finds it difficult to regulate its operating costs since there
are too many multinational brands in rivalry with it. Consequently, it faces
intense competition, particularly in overseas markets.

• 5 Amul just released its chocolate, but it hasn't been successful in achieving
the level of acceptance it hoped for.

• 6. The majority of dairy products have a short shelf life, which leaves the
business open to losses.

• 7. Despite the strong dispersion, rural regions have not yet been reached.

• 8. Amul invests very low in terms of advertising.

• 9. Some stores cited "weak management support" and "less effective customer
care."

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OPPORTUNITIES

• 1. New opportunities to take advantage of the free market economy are being
created by the liberalisation.
• 2. Because AMUL is the oldest cooperative organisation and already leads the
dairy industry, the other rivals lag far behind.
• 3. Amul's new product, Amul Preferred Outlet (APO), can be highly successful
in the market because it has received positive feedback from distributors,
retailers, and customers.
• 4. Must benefit from the government's loan priority programme for the dairy
industry.

THREATS

• 1.Various worldwide brands have begun to emerge as a result of globalisation

and liberalization.

• 2. Local and cooperative businesses compete with one another in the market.

• 3. The rivals can now enter the market that Amul had previously controlled
due to the milk curdling issue. Due to the retailer's inability to absorb a
significant loss, the milk from the Softe factory is to blame. In areas like
R.K.Puram, the late supply of milk has been identified as a severe issue.
Sometimes a distributor's demeanour and rudeness are to blame for a drop in
sales.

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CONCLUSION

Due to consumers' busy schedules and rising income levels, the demand for ready-to-eat (RTE) food
products has increased significantly in recent years. In the early years, the market for traditional
frozen snacks was controlled by McCain, MTR, Venky's, ITC, and other producers. However,
Amul's entry has caused a gradual shift in the market's dynamics.
Consumers have a positive opinion of Amul and a great reputation for the company. Amul as a brand
has to put more effort into positioning and advertising to create a compelling personality, which would
increase sales and help it win a substantial market share. Amul is unquestionably doing well in Guwahati,
but there is still opportunity for growth before it can command the highest price in the frozen snack
market. Consumers and retail outlets are not familiar with the frozen meals that Amul offers. This is
because less is being done in terms of promotional activities, frozen food displays, and social media
marketing. They exclusively sell their mainstays, such Amul Milk, Amul Butter, and Amul Cheese.

The aim may be more easily attained with the aid of proper profit-based incentives, loan and asset
facilities, and other methods. If the company made enough advertising efforts and the suggestions were
implemented, it would even function even better.

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BIBLIOGRAPHY
1. Journals

• Alsailawi, H.A., Jahil, M.M., Abdulrasool, M. (2020): ‘Effect of Frozen Storage on the
Quality of Frozen Foods,’ Journal of Chemistry and Chemical Engineering, PP 91-94.

• Sawant, R. (2014): ‘To analyse the demand pattern of consumptions of the premium ice
creams in Metro cities in India w.r.t Amul’s Crème Rich,’ IOSR Journal of Business and
Management, PP 117-132.

• Dwivedi, R. (2010): ‘Amul : A Cooperative with a Brand,’ IOSR Journal of Business

and Management, PP 45-60.

• Cooper, L.R. (1988): ‘Market Share Analysis: Evaluating Competitive Marketing

Effectiveness,’ Kluwer Academic Publishers.

2. Books
• Kotler, P. (2005.).Marketing Management. Pearson, 2016 edition

3. Websites
• http://www.amul.com/
• https://www.amuldairy.com/history.php#:~:text=It%20was%20formally%20registered%2
0on,about%20250%20liters%20a%20day.
• https://en.wikipedia.org/wiki/Amul

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ANNEXURE-I

QUESTIONNAIRES

QUESTIONNAIRE FOR RETAILERS-

Dear Sir/Madame, I am Nikita Joshi, a student of Department of Master Business

Administration, NMIMS. As a part of my course curriculum, I am making a project report,
my project topic is “A detail study of the market share, market size and placement of Amul
frozen products”. I humbly request you to co-operate and kindly respond to a set of
questions given below.

(Please put a tick mark ☑ wherever applicable)

Name of the Retailer:

Name of the contact person:
Contact No:
Address:

Outlet Category GT APO MFS HORECA

1. Amul Sweets/ Snacks/Pizza available?
Yes No

2. What are the different brands of Frozen Snacks you have in your store?
Amul McCain Keventers ITC Others
3. What are the different Amul Frozen snacks in your store?
4. Competitors’ Snacks/Sweets/Pizza available?
Yes No
5. What are the different brands of Frozen snacks in your store?

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6. Do you have a freezer?

7. Amul and Competitors’ profit margin?
8. Which brand seems to have the highest sales?
Amul McCain Keventers ITC Others
9. Whether Amul has provided you with advertisement hoardings, racks, and fly hangers?
Yes No
10 Whether Amul encourages the retailers by giving gifts and discounts to increase their sales?
Yes No
Indicate your level of satisfaction as a vendor with the services provided by the company:
11
(Select one of the options given below)
11.1 Availability of stock
(Most satisfied/satisfied/somewhat satisfied/least satisfied)
11.2 Delivery of stock
(Most satisfied/satisfied/somewhat satisfied/least satisfied)
11.3 Replacement of damage stock
(Most satisfied/satisfied/somewhat satisfied/least satisfied)
11.4 Complaint’s redressal
(Most satisfied/satisfied/somewhat satisfied/least satisfied)
12. Any consumer trade off scheme?
Yes No
In the following table rate the brands on different attributes according to the given scale.
13.
{Least satisfied (-2)/somewhat satisfied (-1)/neutral (0)/satisfied (1)/most satisfied (2)}

Brands Availability of Delivery of stock Replacement of Complaint’s

stock damage stock redressal
Amul
McCain
Keventers

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ITC
Venkys
Others

14. Remarks if any.

1.1 Thank you!!

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QUESTIONNAIRE FOR CUSTOMERS

Dear Sir/Madame, I, Nikita Joshi, am a student of Department of Master of Business

Administration, NMIMS . As a part of my course curriculum, I am undergoing a summer internship
at Amul, Guwahati, Assam. My project topic is “A detail study of the market share, market size
andplacement of Amul frozen products”. I humbly request you to co-operate and kindly respond
to aset of questions given below.

(Please put a tick mark ☑ wherever applicable)

Name of respondent:
Age Below 18 18-30 31-45 Above 45
Gender Male Female
Occupation Agriculture Service Student Other
1. Do you buy Amul frozen snacks?
Yes No
2. Which brand of frozen snack do you usually buy?
Amul Keventers McCain ITC Others
3. How often do you buy frozen snack?
Once/twice a
Daily Twice a week
month
4. From where you have got to know about Amul frozen snacks?
Advertisements Retail shops Others Not aware
5. What do you like best about Amul frozen snacks?
Price Taste Quantity Quality Availability
6. What do you like best about competitors’ frozen snacks?
Price Taste Quantity Quality Availability
7. What needs to be improved about Amul frozen snacks?
Price Taste Quantity Quality Availability

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8. Do you think Amul frozen snacks is reasonably priced compared to other

brands?Yes No
Rate your experience of consuming Amul frozen snacks (5 being the best and 1
being
9.
the worst)
1 2 3 4 5
10. Remarks, if any

1.1.1 Thank you!!

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