MR Final.doc

7/28/2019 MR Final.doc

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Research Title:Marketing Research On Institutional Buying Pattern

Brand name:Amul

Product Line:Amul Ice cream

Scope of research:

Institutional buyers South Mumbai

Universe:41 Institutions located in south Mumbai (Potential buyers of Amul ice cream)

Sampling Method:Censes research (Covering 100% of Universe)

Sampling Unit:Institutions at south Mumbai

Sampling Element:Purchase Authorities at institutions

Time Period:20 Days

Remark:South Mumbai region has 63 Institutional buyers spanning over Star categoryHotels, Restaurants, sports authorities & Clubs and Gymkhanas. Amul has

penetrated this volume buying segment up to an extent of approximately 35%.The target Universe was consisting of those Institutions which are not on theclient list of Amul.

Project By Bonisa S. DaveDr. D.Y.Patil Institute of Management & Research

Marketing Research Summary


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Main Objectives:

1. To derive buying pattern of Institutional buyers for ice cream Product lineconsidering the parameters like:

Preferred brand

The most influencing attribute for buying decision Attributesconsidered: Credit Terms, Price, Quality and Brand-Equity

Payment Terms followed Cash / Credit

Cold storage facility Own / Vendors

Reason for NOT buying AMUL

Authority of Purchase Decision

2. To find out market potential

Silent Objective:

1. Sales Promotion of Amul Ice cream Product line


Objectives ofResearch


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Desk Work:

The deskwork involved the following task

Phase I:

Identifying the research objective

Identifying the research variables

Identifying the census / sample

Framing the questions associated with each variable

Designing the questionnaire

Phase II (After field work):

Converting the collected feedback into electronic format

Analyzing the row data across the defined variables

Generating graphical analysis out of the same

Deriving inferences

Working out possible recommendations

Field Work:

Personally visiting the pre-defined list of institutional buyers

Obtaining their feedback based on the questionnaire

Indirectly promoting AMUL as preferred ice-cream brand


Research Methodology


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Amul ice cream has lunched its product before 7 years

Amul ice cream is Market leader in Mumbai market by holding 52% marketshare

Market penetration of Amul ice cream at retailers is better then Institutions

The Project is targeted to explore possible reasons behind such marketbehavior


Facts &Figures


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List of institutions Considered in the sample study:No Name of

InstitutionName of Concernperson

Contact no. Area

1 Mocambo caf Ashokkumar 9819399696 P.M.Road

2 Chopsticks Ruheen Khambatta 2049284/2832308 Churchgate

3 Intercontinental Kishore Pawar 56399605/56399600 Marine Drive

4 Marine Plaza Somant 22851212 Marine Drive

5 Indian Summer Nagraj 22835445 Churchgate

6 Shiv Sagar Shekhar 22824862/22045829 Churchgate

7 Gaylord Sabino Dsouza 22821259/22044693 Churchgate

8 Pizza Express Prafull 2026059001 Pune

9 Kamling Kumar - Churchgate

10 Delhi Darbar Masud Mansuri 22020235/22025656 Colaba

11 Indigo Vilson 56368980/8981/8999 Colaba

12 Radio club Arun Shetty 6050888 Colaba

13 Royal bbayYatch club

Mrs. Bagchi 22021880 ext.119 Fort

14 Relish Bhatta 22820022/22830172 Churchgate

15 Samrat Bhatta 22820022/22830172 Churchgate

16 210.c Bhatta 22820022/22830172 Churchgate

17 Mars restaurant Sanjay 28305599/5659 Andheri

18 West End Hotel Nandwani 22039121 Marine Lines

19 Cricket Club of India

Jani/Lele 22876051 Churchgate

20 Starters & More Francis 56315871/74 Churchgate

21 Mumbai PoliceGymkhana

Kotian sir 22048486 Marine Lines

22 The CatholicGymkhana

James 22814895 Marine Lines

23 HinduGymkhana

Jayant 22812182 Marine Lines

24 Parsee

Gymkhana

Ms Nargish lala 9819002500

5674177

Marine Lines

25 Grant CollegeGymkhana

Sunit pai 982104393832742277

Marine Lines


Data Source for

Practical Observations


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No Name of Institution

Name of Concernperson

Contact no. Area

26 IslamGymkhana

Akhtar Shafi Mansuri 238121159820181990

MarineLines

27 Mafatlal pathGymkhana

Kaushal 9820155799 Near Chopati

28 BharatExcellence

Bhagavandas 22618991 Fort

29 Jewel of India P.S.Paranjape 24949435 Worli

30 Jade garden P.S.Paranjape 24949435 Worli

31 National SportsClub

J.P.Sharma 9820970256 Worli

32 Copper Chimeney

Sukhdev 24988971 Worli

33 Khyber Prabhakar/Lawrence 9820748773 Fort

34 Noodle bar Bombay Blue

George Alekzender 22022444/555 Kalaghda

35 Copper Chimeney

George Alekzender 22022444/555 Kalaghda

36 Silk Route Rana 56311082 Kalaghda

37 Golden Gate Jayant Rao 22026306/22027989 MadameCama rd.

38 Royal China Rudolf 56355310/56355311 Fort

39 Hotel Oberoi Shinha 9820954923 Marine drive

40 Krishna Hotel Ravindra 56786731 Fort

41 kohliGymkhana

Kiran 9870276811 Fort


Data Source for

Practical Observations


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Ice cream Brand purchased by different institutions:

Other

24%

Wendy's

7%

Quality

44%

Did not

Discose

10%

Pestonjee

15%

Quality Pestonjee Wendy's Other Did not Discose


Brand nameInstitutionBuyers (%)

Quality 44

Other 24

Pestonjee 15

Did not Discose 10

Wendy's 7

Total 100

Analytical Findings

Brand wiseAnalysis


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Which Brand attribute attracts you the MOST?

Attribute % of Votes

Credit Terms 33

Price 24

Quality 21

Brand Name 15

Customer Liking 5

No Reason 2

Total 100

Price

24%

Customer

Liking

5%

No Reason

2%

Credit Terms

33%

Brand Name

15%

Quality

21%

Customer Liking Credit Terms Price

Quality Brand Name No Reason


InfluencingAttributes

Analytical Findings


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Reasons for NOT buying AMUL

No regualr

supply

1%

No Reason

20%

Payment Terms

33%

Price

14%

Not Contacted

32%

Payment Terms Not Contacted No Reason Price No regualr supply


Reasons % of Votes

Payment Terms 33

Not Contacted 32

No Reason 20

Price 14

No regular supply 1

Total 100

Market ExpansionHurdles

Analytical Findings


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Analysis Of Purchase Decision Authorities

Purchase Decision Authorities % of Votes

Selection by the Institutions 66

Selection by caterers 24

selection by Tenders 10

Total 100

selection by

Tenders

10% Selection by

caterers

24%

Selection by the

Institutions

66%

selection by Tenders Selection by caterers Selection by the Institutions


PurchasingAuthoritiesAnalytical Findings


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Cold Storage facility owned by institution

Cold Storage facility % of Votes

Own 63

Manufacturer 37

Total 100

Manufacturer

37%

Own

63%

Own Manufacturer


Cold storageProvider

Analytical Findings


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Volume based proportion of Buying Unit in terms of Party Pack

Bulk

Clubs Restaurants Gymkhanas Star Hotels

Party pack 28 51 33 11Bulk 72 49 67 89Total 100 100 100 100

0

10

20

30

40

50

60

70

80

90

Clubs Restaurants Gymkhanas Star Hotels

Party pack

Bulk


Analytical Findings


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From Given data and its graphical representation, following inferences may bederived

The ice cream brand Quality dominates the institutional market that isnot on Amul cliental list.

The Decision for buying a particular brand is largely influenced by theperception of Payment Terms followed by price factor as well as Qualityof the Product.

Buying Ice cream on Credit basis seems to be the most comfortable

payment terms for most of the institutions.

A huge part of institutions i.e. 65 %, are not buying AMUL ice cream forthe two major reasons: Amul does not extend credit facilities They werenot been contacted by Amul representatives

The vendor selection process though mainly done by Institution it selves,the alternatives like Caterers and Tender System forms a sizable chunkof 34%.

The clubs and the Star Category Hotels Prefers to buy a large portion ofthere total consumption as bulk pack.


Inferences


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Kwality-Walls is the strongest brand in this market:It is recommended to study the product range, price list and marketing efforts ofthis market leader to frame an effective strategy to counter it.

The quality of the product is the most influencing factor for makingpurchase decision:

AMUL does have a vast range of quality product on the platter. If the marketingefforts are concentrated to make Quality as key-criteria, the market share canbe increased (50 % Ice-cream v/s 100% ice-cream)

The analysis shows that 65% of the census is NOT buying AMUL for thetwo basic reasons:

Not Contacted

Credit facility not provided

The brand AMUL does have a strong mind-share as well as the heart-share. The institutional buyers are either waiting AMUL to contact themand/or provide them with the credit facility.

Market penetration efforts are seems to be deficient. AMUL can crate amanagerial position for handling Institutional client, as institutional client has

vastly different buying behaviors vis--vis the individual consumer.

This manager can also be made responsible to keep the track of tenderingcalendars of those 10% of the institutions whose buying decisions are madethrough tenders. The contract awarded by tenders almost ensures a steadysale through out the year, without entrusting continuous marketing efforts.

Sizable chunk of the Institutions (24%) shows a pattern of allowing thecontracted caterers to select the ice-cream brand.

The Profit Maximizing business model influences caterers the most. Costconsciousness supersedes all other decision-making factors in such case. This

is the very reason behind their strong association with the localized brand fromsemi-organized sectors.

So by providing an encouraging and conductive incentive model, this group ofbuyers can be greatly influenced to make their buying decision in favor ofAMUL.

As a single caterer may be catering to multiple institutional buyers and also tothe events like marriages, winning them serves multiple purposes. The goal ofincreasing the share in institutional buyers can be achieved in congruence withthe overall goal of moving the market presence northward.


Recommendation


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Name of the Institution:Adress:

Concern Person Name:

Designation:

Contact no.:

E mail ID:

Date:

Q.1) which brand of Ice cream are you purchasing Currently?

Q.2) Which Brand attribute attracts you the MOST? Credit Terms Price Quality Brand Name Customer Liking No Reason

Q.3) What is the payment terms are you following? Cash Payment Credit n Days

Q.4) Who Makes the final buying decision? Selection by the Institutions Selection by caterers selection by Tenders

Q.5) Ownership of cold storage facility Own Manufacturer

Q.6) Buying pattern based on packaging

Party pack

Bulk

Q.7) Reasons for NOT buying AMUL


Quality Other Pestonjee Did not Discose Wendy's

Annexure

Questionnaire


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