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Market Environment of Amul Dairies of India.

Extracts from this document...

Introduction

INDUSTRY PROFILE Dairy Industry: In a Globe The recently passed US Farm Bill 2002, titled the Farm Security and Rural Investment Act of 2002 and signed by the US President George Bush, provides for continuation of the existing Milk Price Support Program. This would further depress international prices of dairy products and enhance subsidies. Under this Bill, instead of reducing trade-distorting subsidies, the US Department of Agriculture's Commodity Credit Corporation is committed to buy unlimited quantities of butter, cheese and skimmed milk powder (non-fat dry milk) from dairy plants at prices that enable them to pay a minimum support price for the milk supplied by farmers. Under a scenario where international prices are lower than domestic prices, traders can and do make quick profits without any big investment. But the interests of the large numbers of farmers with critical dependence on dairy may be totally forgotten. Though WTO framework is based on free trade, European Union and the United States have bypassed and even openly violated their (WTO) commitments. For developed countries confronting saturation in their own markets, penetration into large developing countries is but a logical choice. This may be the reason why New Zealand Dairy Board has dumped a large quantity of butter oil into India at prices below $ 1000 per ton, whereas the prevailing international price is around $1300 per ton. In simple terms, New Zealand's butter oil made available at Rs 64.54 per kg is roughly cheaper by Rs 15 a kg, compared to the prevailing international prices of Rs 87.40 per kg. DIAL-A-MARKET .... TO INDIA Dairy industry in India has come a long way from dependence to self-reliance as the total amount of milk produced more than tripled from 23 million tonnes back in 1973 to 81 million tonnes in 2000. Interestingly, it's the single largest contributor to India's GDP and involves as many as 80 million small farming households. ...read more.

Middle

are Partial Satisfied by service provide by WDs. PRODUCT: AMUL MITHAIMATE > Retailer's Satisfaction Matrix: Product Performance Price Promotion Place Service By WDs Fully Unsatisfied NIL NIL NIL NIL NIL Quit Unsatisfied 1 NIL 1 NIL 1 Partial Satisfied 27 28 16 12 2 Quit Satisfied 1 1 12 17 25 Fully Satisfied NIL NIL NIL NIL 1 Total out of 50 29 29 29 29 29 > Market Penetration : 58% > Analysis : As shown in table most of retailers (about 87%) are average satisfy by the service. So alltogather company need to do is getting a variety of promotioning tools and have to re-engineer the product as well for better performance > Feedback by the Retailers : 1. They need display, light/sign board to boost up the sales of a product. 2. While we talk in terms of service provided by WDs they are not satisfied because of replacement problem. 3. Apart from that they also need good advertisement of MITHAIMATE as it's movement is slow PRODUCT: GULAB JAMBUN MIX > Retailer's Satisfaction Matrix: Product Performance Price Promotion Place Service By WDs Fully Unsatisfied NIL NIL NIL NIL NIL Quit Unsatisfied NIL NIL NIL NIL NIL Partial Satisfied 15 12 14 4 2 Quit Satisfied 2 5 3 13 15 Fully Satisfied NIL NIL NIL NIL NIL Total out of 50 17 17 17 17 17 > Market Penetration : 34% > Analysis : As shown in table, the penetration level is drastically fall down as compare to sample area of Sarkhej to Chandkheda. 88% of retailers are Quit Satisfied with the service but they are not well satisfied by the promotion of the product and its Price. > Feedback by the Retailers : 1. Dissatisfaction lies with retailers in terms of Promotion because the area is not much developed so they need more scheme and display to get boost in their sales. ...read more.

Conclusion

Service by WDs 1 2 3 4 5 4) If he stocks Amul's Gulab Jambun Mix then ask following: How would you rate Amul's Gulab Jambun in terms of following 1. Product Performance 1 2 3 4 5 2. Price of the Product 1 2 3 4 5 3. Promotion of the Product 1 2 3 4 5 4. Place of the product 1 2 3 4 5 5. Service by WDs 1 2 3 4 5 5) If he stocks Amul's Fresh Creame then ask following: How would you rate Amul's Fresh Creame in terms of following 1. Product Performance 1 2 3 4 5 2. Price of the Product 1 2 3 4 5 3. Promotion of the Product 1 2 3 4 5 4. Place of the product 1 2 3 4 5 5. Service by WDs 1 2 3 4 5 6) If he stocks Amul's U.H.T. Milk then ask following: How would you rate Amul's U.H.T. Milk in terms of following 1. Product Performance 1 2 3 4 5 2. Price of the Product 1 2 3 4 5 3. Promotion of the Product 1 2 3 4 5 4. Place of the product 1 2 3 4 5 5. Service by WDs 1 2 3 4 5 7) If he stocks Amul's Mozzarella cheese then ask following: How would you rate Amul's Mozzarella cheese in terms of following 1. Product Performance 1 2 3 4 5 2. Price of the Product 1 2 3 4 5 3. Promotion of the Product 1 2 3 4 5 4. Place of the product 1 2 3 4 5 5. Service by WDs 1 2 3 4 5 Thanks for your co-operation by giving your precious time to fill this questionnaire. Personal Detail: 1) Sample Area: 2) Type of Retailer: General Store Dairy Farm Amul Store Other 3) Name of Retailer: 4) Name of Shop: 5) Address: BIOBLIOGRAPHY * www.amul.com * www.emediaplan.com/admunch/Brands/amul.asp * Annual report of the Company of Financial Year 1999-2000 * http://www.rediff.com/money/2002/aug/14dairy.htm N. R. Institute of Business Management 1 ...read more.

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