Critical Analysis of the Milk Market with Special Reference to Amul Milk

Name:                   Ravinder Kumar (2007 – 2009)

Title:                    Critical Analysis of the Milk Market with Special Reference to Amul Milk

Summary

A well planned properly executed and evaluated project for management students. Writing a thesis is an integral part of MBA curriculum and each student has to undergo to learn better. Thesis, aim at making students aware of real market conditions.

On getting an opportunity to work with “Gujarat cooperative Milk Marketing Federation” (GCMMF) and   AMUL as a part of my study the topic given was “Critical Analysis of the Milk Market with Special Reference to Amul Milk”.

During this period I got lots of experience and came to know about the real market and how it differs from theoretical one. It helps to develop their products better than their competitions and captured the market share to increase the sales and ultimately achieving organizational goal and objectives.

In this project my area of concern is to find the customer satisfaction rate of AMUL milk and problems faced by ADA and retailers, while promoting AMUL in liquid milk segment. I feel lucky to get this type of opportunity from such a prestigious organization.

Conclusion

• Amul milk enjoys the trust of the retailers as well as the consumer because of its quality and huge brand image. Currently the stock of Amul milk supplied by the company is not of fresh date. As a result of this situation is making an adverse impact on the market of Amul milk
• There a big storage problem with Amul milk it has need to keep in certain temperature.
• Some distributors does not give proper information to the retailers about the product and offers given by the company for the promotion of the Amul milk. Which leads bad image of the company.
• There is some problem with the packaging of the product. As a result the Chocolate puffed before its expiry period.
• The supply of Amul milk is not proper in some specific areas .Which gives wrong massage about company.
• The competitors of some of the competitors of are providing easy replacement facility to the retailers which are attracting them towards those companies.
• Some of the competitors of some of the competitors are providing wider margins to the retailers. Wider margin is making the retailers to push the sales of the competitors. There are some of the areas in Delhi are not yet
• Tapped properly by the company. On the other hand the competitors are making a regular.

Suggestion and Recommendation

On the basis of research and analysis of the study conducted in DELHI market, which was divided into five areas viz. south, north, east, west and central Delhi for the Amul milk. I would like to suggest the following key point to the company.

• The company should try to build some feed back mechanism from the retailer to check the wholesalers intervention in the AMUL’S distribution area because the wholesaler try to hamper the goodwill as well as the other benefit of the company and their most important part of distribution channel.
• The company should maintain separate distribution channel for the chocolate because it is seem mostly during study that one single distribution deals all product, as it is not a hidden fact that the product line and product depth is very wide. In the other hand other product most importantly AMUL butter is hot item for distributor as well as for retailers. Therefore they don’t pay proper attaintion on to it.
• The company should provide new schemes on the regular basis to the retailers as well as to the consumers to increase its market share.
• During my project this fact become clear that the customer are not well aware about the all product item of Amul milk so through the strong advertisement company should try to increase the awareness of the Amul milk.
• The retailer’s main problem is storage of Amul milk as I saw Cadbury as well as Nestly both company provide refrigerator and display box for proper storage as well as the promotion of their product so AMUL should do something on this line.
• Replacement is big problem for retailers especially in chocolate segment because all chocolate products need special kind of care but there some unavoidable factor damage the chocolate so company should provide revive the policy about the replacement, easy replacement facility to the retailers so that they could be attracted toward selling the Amul milk.
• The company should start promotion campaign at the micro-level by increasing the visit of company’s representatives to the retailers.
• The company should work collaboratively with the distributors in effective manner towards focusing on the area where there is a potential market for Amul milk and target that area.

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The above article is a summary extract from the dissertation projects of the MBA and BBA students of Skyline College. Skyline, situated in Delhi and Gurgaon (NCR) is a premier institute providing management education specialising in MBA and BBA degrees and specialist courses for travel and tourism as well as mass communication.