Demand Estimation and Marketing of Amul’s Frozen

Paneer in Chandigarh Market

By Manvir Singh

Objective of study:

To compare the price and to estimate the demand of fresh paneer in the Chandigarh market.

Promotional Activities and other marketing strategies to increase the sales of Amul frozen paneer.

Main Objective is to market the product in the institutions based in Chandigarh.

PRODUCT PROFILE

Amul frozen paneer or Amul malai paneer is the paneer with 0% moisture in it and is tested on high quality standards and parameters.

The life of frozen paneer is of 6 months when kept at -18degree Celsius.

Amul frozen paneer is made from full fat milk and has all the nutritional contents.

Higher fat content (26%-27%) and lower moisture content than other loose paneer available in the market. This gives Amul Frozen Paneer smooth, uniform texture , and softness that most consumers desire.

Amul Frozen Paneer is processed under hygienic conditions unlike the locally made paneer and being sold in open. It is in the most convenient form of diced / block frozen paneer which can be stored in deep freezer for usage at any time.

Diced paneer is available in three packs viz. 100g, 200g, and 1kg pack in heat sealed poly pouches to ensure the best quality. Recently Amul have launched block paneer in 100g, 200g, 500g and 1 kg packs in aluminum foil and paper carton over it.

Before the usage of frozen paneer it is to be kept in lukewarm water for 10 minutes so that it regains it’s softness.

Amul Frozen Paneer costs Rs170 per kg at retail outlets but it’s price for hotels / restaurants or in wholesale is Rs155 per kg.

RESEARCH DESIGN

RESEARCH PROBLEM

▪ Increase the awareness level of Amul Frozen Paneer.▪ Seek the general perception of consumer towards Amul frozen paneer.▪ To market the product in hotels / restaurants of chandigarh.▪ To know the consumer psyche and their behavior towards Amul Frozen

Paneer.

RESEARCH OBJECTIVES AND RELATED SUB-OBJECTIVES

▪ To know the price at which the hotels / restaurants of chandigarh buy the paneer.

▪ To know the daily consumption of paneer in their institution.▪ To know the major competitors in the paneer market.▪ To know the factors which affects consumer’s buying behavior to

purchase paneer.

INFORMATION REQUIREMENT

▪ First, I had to know about all the competitors present in the paneer market (branded and reputed as well as local and non branded paneer)

▪ Before going for the survey I had to know the comparative packs and prices of all the competitors existing in the market.

▪ Most importantly I had to know about the product and how the product is to be used.

DECIDE RESEARCH METHOD FOR COLLECTING DATA

▪ Survey method was used for the collection of data.

RESEARCH INSTRUMENTS TO BE USED FOR COLLECTING DATA

▪ A questionnaire was prepared keeping the objective of research in mind.

▪ Questions were asked to the respondents as regards to their purchase and daily consumption of paneer in their institution and about their willingness to use the frozen paneer.

SAMPLE SIZE TAKEN

▪ I visited 60 institutions which I was asked to and asked the questions to purchase manager or head chef regarding my survey.

The Findings of the survey

1) Do they use paneer in their hotel or restaurant?

A) Yes B) No

(*) Every respondent said Yes i.e every hotel/restaurant I visited use the paneer.

2) Do they make it or buy it from market?

A) Make paneer (5%) B) Buy paneer(95%)

(*) Very few of the respondents make paneer on their own.

Make Paneer

Buy Paneer

3) At what price they purchase the paneer per kg?

A) Rs110-Rs120 (14%) B) Rs120-Rs130 (76%)

C) Rs130-Rs140 (6%) D) Rs140-Rs150(4%)

(*) Most of the institutions buy paneer between Rs 120-130.

Rs 110-120Rs 120-130Rs 130-140Rs 140-150

4) From where they buy the paneer?

A) From local dairy suppliers

B) From company’s made branded paneer.

(*) Every respondent said that they buy it from local dairy suppliers. Most of the institutions buy paneer from Baba dairy and Guru Nanak Sweets.

5) Is paneer easily available in the market?

A) Yes B) No

(*) Every respondent said Yes i.e paneer is easily available in the market.

6) They purchase paneer on

A) Credit B) Cash

(*) Every respondent makes paneer transaction on credit except The Party Time of sec 35.

7) How much is the daily consumption of Paneer in there institution

A) 1 - 5 Kg (16%) B) 5 - 10 Kg (32%) C) 10 - 15 Kg (16%)

D) 15 - 20 Kg (8%) E) 20 - 25 Kg (3%) F) 25 - 30 Kg (8%)

G) 30 - 35 Kg (11%) H) 35 - 40 Kg (6%)

(*) The daily consumption of most of the institutions is up to 20Kg per day.

1 - 5 Kg

5 - 10 Kg

10 - 15 Kg

15 - 20 Kg

20 - 25 Kg

25 - 30 Kg

30 - 35 Kg

35 - 40 Kg

8) For how many days they can store the paneer

A) 1 B) 2 C) 3

D) More than 3 days

(*) All the institutions buy paneer on daily basis and if some paneer is left they store it for another day.

1 Day

2 Days

3 Days

9) How many institutions demanded the sample?

A) Demanded B) Not Demanded

(*) 45% institutions surveyed demanded the sample while 55% of institutions didn’t demanded the sample.

Demanded

Not Demanded

LIMITATIONS

Limited time available for interviewing the respondents. As a result of this it was not possible to gather full information.

When I interviewed purchase managers or head chefs, sometimes they use to give answers under the influence of the owner of that particular institution.

Sometimes due to rush in the hotel / restaurant the respondents were less interested in filling up the questionnaire.

Sometimes the problem I faced was the identity of product that is respondent use to question that how can paneer be freezed for 6 months.

Non-cooperative approach and rude behaviour of the respondents was de-motivating factor of my survey.

If the respondents answer does not falls between amongst the options given then it will turn up to be the biased answer.

SWOT ANALYSISSTRENGTH Amul paneer can last for 6 months when kept

under -18 degree temperature Strong distribution network. Good brand image : Amul manufactures only

milk and milk products which are purely vegetarian thus providing quality confidence in the minds of the customers

Indian brand : the company is having Indian origin thus creating feeling of oneness in the mind of the customer

WEAKNESS

Low awareness of amul frozen paneer.Peole are not aware of the product

High price : Amul frozen paneer is comparatively costly than other branded and non branded paneer

Strong competition from other players

OPPORTUNITY

As we know that the fact that India’s population is growing at tremendous rate. Therefore there is never ending demand f paneer in the market.So there is a lot of opportunity for Amul to penetrate in the market

Export potential : opportunities will increase tremendously if Amul will try to tap up the foreign market through joint ventures and mergers

Better advertising : Advertising of amul frozen paneer will really help in the demand of paneer

Need to put more stress in the face to face direct marketing to reach to the customers

THREAT

The major threat is from other company who hold the major share of upper class consumer in the present market. Eg-verka

Strong competition from existing branded and non branded players

There is no any brand loyalty in the paneer market and the consumer can change their brand

SUGGESTIONS

The company should bring down the price of frozen paneer for hotels/restaurants as most of them are buying the paneer at Rs120-130 per kg.

The product should be available at retail outlets so that consumers can easily avail it

The product needs advertisement to create the brand value. Company should use brand ambassadors which attracts the attention of the consumers.

The company should introduce sales promotion schemes like on purchase of 1kg of paneer get 100gm free.

Amul should give local advertisements apart from the advertisements given at national level .Local advertisements must mention the exclusive Amul shops of the city

Since the paneer is consumed by upper class and upper middle class, company must go for varieties of product like jeera paneer, low fat paneer, pudina paneer to increase its sales

THANK YOU