22-12-2012, 01:39 PM
Market Analysis and Sales Development of Amul Milk corporation
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INTRODUCTION OF THE TOPIC
Market Analysis and Sales Development of Amul MILK CORPORATION
The dairy industries companies run mainly on the factors such as availability, service frequency, affordability, taste and marketing. Availability is plays a vital role because purchasing power is depend upon availability of that product, in case distributors and retailers service matter a lot. Retailing includes all the activity in selling goods or service directly to the customers or personal non business use .A retailer or retail store is any business enterprises whose sales volume comes primarily from retailing. Retailers are the part of milk marketing channels and perform the work of moving goods from producers to the customers. It overcomes the time, place and possession gap that separates goods and service from those who needs or wants them.
The distribution channel of AMUL holds a lot of potential in affecting the demand or sales of AMUL products through delivery on time, delivery of variety of products, the retailer friendliness of the policies being set by the distributors and equitable distribution of products to all the retail outlets in a particular region, to name a few. So, In order to plan retail coverage we map out the positions of Amul outlets, Amul parlors, and competitor’s outlets.
This project was carried out in AGRA city. For analyzing and presenting information that is tied to geographical location, we divided the city in different wards. By analyzing geographical representation and sales data with spatial distribution Amul outlets, competitor’s outlets and the density of others in an area, we identify unexplored area and plan location outlets to increase its market penetration.
INTRODUCTION OF AMUL MILK CORPORATION
Formed in 1946, Amul has initiated the Dairy Cooperative movement in India and formed an Apex Cooperative Organization, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), jointly owned by some 2.1 million milk producers in Gujarat. Its products including milk powders, liquid milk , butter, ghee, cheez, chocolate and ice cream are widely used throughout India and abroad and have made Amul the largest food brand in India today with an annual turnover of some Rs.29 Billion ($US 616 million) per annum.
In 1996 Amul was one of the first major organizations in India to have a website and this has been used both to develop an intranet of Amul distributors as well as a cyber-store for consumers, one of the first examples of e-commerce activity in India.
The primary goal of Mr. VIPUL CHAUDHRY Chairman, GCMMF, has been to build a strong Indian society economically through an innovative cooperative network, to provide quality service and products to end- consumers and good returns to the farmer members.
Information Technology has played a significant role in developing the Amul brand. The logistics behind coordinating the collection of some 6 million liters of milk per day from10,755 separate Village Cooperative Societies throughout Gujarat and then storing, processing and producing milk products at the respective 12 District Dairy Unions, are awesome. The installation of 3000 Automatic Milk Collection System Units (AMCSU) at Village Societies to capture member information, milk fat content, volume collected and amount payable to each member has proved invaluable in ensuring fairness and transparency throughout the whole Amul organization.
Amul : Secret Of Success
The system succeeded mainly because it provides an assured market at remunerative prices for producers' milk besides acting as a channel to market the production enhancement package. What's more, it does not disturb the agro-system of the farmers. It also enables the consumer an access to high quality milk and milk products. Contrary to the traditional system, when the profit of the business was cornered by the middlemen, the system ensured that the profit goes to the participants for their socio-economic up liftment and common good. Looking back on the path traversed by Amul, the following features make it a pattern and model for emulation elsewhere.
Amul has been able to:
Produce an appropriate blend of the policy makers farmers board of management and the professionals: each group appreciating its rotes and limitations.
Bring at the command of the rural milk producers the best of the technology and harness its fruit for betterment.
Provide a support system to the milk producers without disturbing their agro-economic systems.
Plough back the profits, by prudent use of men, material and machines, in the rural sector for the common good and betterment of the member producers.
Even though, growing with time and on scale, it has remained with the smallest producer members. In that sense, Amul is an example par excellence, of an intervention for rural change.
REVIEW of LITERATURE
Harish Chawla, Asian Case Res. J., 11, 293 (2007). DOI: Amul India: A Social Development Enterprise. This case was prepared by Harish Chawla as a basis for class discussion rather than to illustrate either effective or ineffective handling of an administrative or business situation.
Yadav, Mali and Patil (1995): Attempted to find out the constraints in dairy enterprise. The result of study revealed that weak financial status cost factor and management difficulties were the main constraints is not maintaining good quality animals on the farms. The respondent for families strongly expressed the desire need for finance for the purchase for much animals and also for feed and fodder. They opined that good quality feed and fodder should be made available to them at reasonable prices and they need to be assumed reasonable and stable prices of milk throughout the year to make the dairy enterprise the supplementary and paying proposition.
Chopra (1996): Observed that Amul campaign is the only one which not only with stood the onslaught of timeout has grown to hold to its image of being classic due to effective procurement and marketing channels. It is the ideal and mentor for all the dairy co-operatives in the country. Other dairy co-operatives should follow its footprints and prepare a master plan to tackle problems and achieve the growth.
NEED OF THE STUDY
The main purpose of this project is to known that why the amul milk is leading brand in the milk market. How the sale of the amul milk is increasing day by day. What are the reasons that the consumers have a lot of believe in the amul products? How the amul milk corporation generate larger amount of revenue for serving by society at large.
OBJECTIVES OF THE STUDY
To know the sales development strategy of amul milk corporation. To know the retail network of Amul milk corporation.
To find customer response towards Amul milk corporation.
To study for the demand of Amul milk corporation among the customers.