Market Research of Amul Bakery Products in Ahmedabad

Abstract

Objectives: The primary objective of this project is to analyses the existing market of bakery products in Ahmedabad and find the ways by which Amul can establish their bakery products in the market with more acceptance from both, the retailers and the consumers. Scope of Study: The study will be done for Ahmedabad market as Amul want to establish bakery products in Ahmedabad. Methodology: The entire project is divided in three parts. In first part, we will analyse the total potential market of the bakery products in Ahmedabad territory. In second part we will focus on the major players of the bakery products and their offerings in the Ahmedabad territory. In final part of this project we will analyse the bottlenecks faced by Amul in establishing their bakery products in Ahmedabad market and will be providing suggestions to overcome them. Source of Data: The primary data is collected through one to one structured interview with Amul bakery product wholesalers, other brands wholesalers, retailers of all the four regions of Ahmedabad. In addition to get a better picture, I had conducted a survey on consumer to know their preference. Major Findings: Brand name Amul is definitely a major factor for acceptance of bakery products by consumers as they trust the name more than any other brand. There are factors like delivery timing, shelf life, limited portfolio, incentives, etc. are causing reluctance for the retailers to keep Amul bakery products in their shops. Conclusions and Recommendation: By improving delivery timing, increasing shelf life through various methods, and by increasing margin profit for the wholesaler and the retailer, Amul can establish its bakery products in Ahmedabad territory more adamantly.