executive summary

I was in amul gcmmf goregaon branch for my summer internship project, I was in frozen department
which includes the sales of frozen products such as icecreams & frozen snacks.

I was allotted distributer named RAY ENTERPRISE which is in goregaon west who covers the beat of
goregaon west, jogeshwari west, Andheri west (lokhandwala) & also I was allotted a field force
representative & salesman.

We have to take the order from the retailers & have to pitch the focus products assigned to us & submit
the daily report to the distributer for the delivery purpose.

For the advertisement we were given danglings, stickers, catalog, menucard. Provide general awareness
about the various schemes provided by amul, . & also spread the general awareness about the pure
icecreams & frozen desert.

I was given various other tasks by the ffr like collection of competitors invoice bill to find out various
offers & scheme provided by them, & also to collect the competitors chartlist to find out new products
of them, open the new retail shops, convince the retailers who are keeping competitors to keep amul
products, & also to put deep freezer.

My project title was market research on tub icecreams. So I did research on competitors price, profit
margin, products & also the survey on customers & retailers via google forms
 EXECUTIVE SUMMARY

The project report titled “Market research on tub icecreams”.

This project report draws significant information about the tub icecreams of various

brands. The customer’s & retailer’s perception for the tub icecreams & the factors for

not being able to sale. It gives the information that where the Amul need to improve

the level of customer satisfaction.

I have done my project under the guidance and supervision of Mr. Hitesh dholakiya

The analysis and conclusion was carried out from the data collected through various

primary and secondary resources (Market survey, Company Website, company’s

executives, websites)
products of amul

BUTTER

MARGARINE

CHEESE

PANEER

PIZZA CHEESE

TETRA MILK

POUCH MILK

CHOCOLATES
Research objective

 To conduct market research & to do competitive analysis of tub icecreams in

given market area
 To understand the current scenario of tub icecreams of various brands
 What percentage of people are willing to buy premium tub icecreams if available
in the market
 To know the awareness level among the consumers regarding the difference
between real icecreams & frozen dessert.
 To find the problems faced by the retailers in selling & storing of tub icereams
 To collect information about the competitors product.
 To generate customer awareness regarding new products of amul
 To study the usage pattern & buying behavior of tub icecreams
 To find out causes for not buying tub icecreams
 To study the problems at company, distributor & sales person level
 To study the consumer preference about different icecream companies
 To analyse the retailers perception about amul icecreams
 To increase the number of outlets of amul icecreams
 To study market share of amul tub icecreams with its competitors.
 To study various factors such as quality, price, availability of tub icecreams
Statement of problem

As working with amul there were various problems faced such as expiry of
products, damage products, replacement issues.
Only running products of amul were sold in large quantity whereas the non-
running products were not upto mark.
Premium tub icecreams were not much popular amongst the retailers as well as
customers, thus it became very hard to convince them.
Very few people were aware about the difference between real icecreams &
frozen dessert
The products like paan nawabi, asli aam & sandwich were of hugedemand but
they were unavailable during the running season.
There was lack of advertisement & general awareness regarding newly launched
products
The schemes which were provided by amul to the retailers on purchase of goo
Research design

As the problem is very well defined, a conclusive research design was used more over
the conclusion was to be drawn on the basis of generalized result, so the descriptive
design was selected for the purpose of collecting, analyzing & interpreting the data
obtained. Research design is a master plan for the collection of formal information which
is the strong brand equity & immense customer support information needed for this study.

It is a framework or blue print for conducting the marketing research project. It specifies
the details of the procedures necessary for obtaining the information needed to structure
& to solve the market research problems. Descriptive research includes surveys & finding
enquiries of different kinds. The major purpose of descriptive research is the description
of the state of affairs as it exists in the present.

Researcher selects the descriptive research design due to the following factors:-

 To describe the characteristics of revelent groups such as customers & retailers

 To determine the perception of customer about the product
 For image studies; which determines customers perception about the company &
its products
 For market share studies; which determines the proportion of sales of tub
icecreams of amul & competitors
 For advertisement studies; which determines the consumer awareness about the
products through the mediums like newspaper, magazines, television, social
media
Data sources

Primary sources

 The primary data was collected through questionnaires.

 They were filled using the scheduled method of data collection by the researcher i.e (google
forms)
 The information was collected by visiting various outlets from Goregaon - Andheri for
getting the questionnaire filled by different customers.
 The primary information was collected by face to face and direct interviews with the
retailers and the customers. They provide the relevant information regarding the profile
of the company as compared to the other company
 The frequent visit to the retail shops also helped to conduct the analysis & research work.

Secondary sources

Websites such as www.amul.com www.kwalitywalls.in www.havmor.com

www.creambell.com & www.google.com these were the sources from which secondary
data has been gathered. Most of the information presented in this project was extracted
from the above data sources.
Sample size

In this project samples were the retailers as well as the consumers present in the
goregaon - andheri region & the aim was to know the potential level of amul tub
icecreams & competitors present in the market.

It refers to the individuals who are surveyed in the study & it is the customers who are
consuming tub icecreams of various brands.

The sample size of 38 consumers & 20 retailers were taken because they were amul
product buyers.

The samples were randomly selected from the population for the research work.

Various kinds of age group were taken for the survey in the project.

To find out the size of consumer awareness about icecreams & frozen desserts.
Limitations of the project

The time limit of the project was 20 days which may not be enough to understand the
whole market

Some of the retail outlets did not co-operate & behave rudely with us as they thought it is
just waste of time.

Some retailers were not interested in filling questionnaire due to improper delivery of other
products

Since all the products in tub icecreams are not widely used by all the customers it is
difficult to draw realistic conclusions based on the survey

Interpretation of data may vary from individual depending on the individual understanding
the product features of the company

Respondents may not be have been true in answering various questions

Out of the whole research & analysis only major brands could be highlighted, leaving
aside the other non popular brands

The questionnaire mostly contained multiple choice questions, therefore many

respondents did not give a proper thought answering the questions, some even ticked
things which are not applicable