Comparative Study Between Amul and Britannia

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  • Topic: Milk, Cheese, Dairy
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  • Published : September 7, 2012
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A Dissertation Report
on
“Comparative study between Amul and Britannia in Bangalore”
EXECUTIVE SUMMARY
In today’s competitive world while entering in the market it is very necessary to have a good knowledge of the potential of a particular market. The growth of a company is invariably determined not just by its strategy, but on how it responds to the challenges it encounters. Over the years Amul & Britannia have encountered several challenges that have come its way, with innovative responses and continuous improvement. The branded cheese segment of the market has a very wide scope especially in India since it is not yet tapped to its potential, as opposed to countries like France and Italy where this particular segment is innovative and competitive. With the increasing role of women in the society as equal as men, the demand for packaged food and ready-to-eat food has increased. Over the medium term, global milk production is forecast to increase in the traditional dairy exporting countries as well as in the emerging countries of South America and Asia, particularly China and India. During the last three decades, our nation's milk producers have transformed. Indian dairying from stagnation to world leadership. India’s dairy market is multi-layered. The socio-economic profile of the consumers, viz. income status, occupational position, educational level, age and region are the major determinants of the consumption patterns of milk. The project studies the patterns of cheese consumption in Bangalore as a comparison between Amul and Britannia competing to be the market leader. The study was conducted amongst 50 retailers (big and small) in Bangalore. Chapter 1 introduces the dairy market as such in India and gives a clear insight of Britannia and Amul’s company profile and history. It also highlights its key products and strategies. Chapter 2 takes the readers through the various researches already been done on this topic and differentiates the project as a study on a very small scale and more detailed. In the next chapter the tools n techniques of conducting the research are mentioned i.e, the research was mainly through primary data via questionnaires amongst 50 retailers in Bangalore. Chapter 4 tries to interpret the data thus collected with the help of Bar Graphs, Pie Charts, etc. The further chapters explain the findings of the research and recommendations based on it. The analysis and the findings prove that Amul has a greater hold in the market of cheese and butter combined, whereas Britannia is the market leader in the only cheese segment. Amul has greater reach in the market and its availability is easier as compared to Britannia. In conclusion, Amul has become a generic name for dairy products in the minds of the consumers. With the upcoming cheese market segment, there wide scope for companies to expand as the competition is minimal. Table of Contents

S. No.ParticularsPage No
1.Introduction
1.1Introduction to dairy industry
1.2Company profile of Britannia
1.3Company profile of Amul
1.4Statement of the problem
1.5Objectives of the study
2.Literature Review
3.Research Methodology
3.1Sampling
3.2Data Collection
3.3Methodology of data collection
3.4Sampling design
3.5Tools and techniques of data collection
3.6Graphical representation
4.Data Analysis
5.Findings
6. Recommendations
7.Conclusion
8.Future Scope
9.References
10.Annexure

EXECUTIVE SUMMARY
In today’s competitive world while entering in the market it is very necessary to have a good knowledge of the potential of a particular market. The growth of a company is invariably determined not just by its strategy, but on how it responds to the challenges it encounters. Over the years Amul & Britannia have encountered several challenges that have come its way, with innovative responses and continuous...
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