AMUL_Pro Final

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Summer Internship Report

OnPlacement and Promotion of AMUL PRO

Completed at

Amul India, Mumbai.Duration: 03/05/2012 to 03/07/2012

By

Mujjmil Rafikahmad ShaikhDIV A

(Roll No 54)

Required For Partial Fulfillment of M.M.S. Program

Under The Guidance Of

Prof. Mr. Nadeem Merchant

For The Academic Year

2011-2012

Submitted To

ANJUMAN-I-ISLAMs ALLANA INSTITUTE OF MANAGEMENTSTUDIES, Mumbai.


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CERTIFICATE

This is to certify that the study presented by MUJJMIL RAFIKAHMADSHAIKH to the Anjuman-I-Islams Allana Institute of Management

Studies, in part completion of the MMS under the title PLACEMENT

OF AMUL PRO has been done under the guidance of Prof. Nadeem

Merchant and Deputy Manager cum Branch Manager Mr.Vishal Anand,

Amul India, Mumbai.

The project is in the nature of original work that has not so far been

submitted for any program of Anjuman-I-Islams Allana Institute of

Management Studies or any other University / Institute. References of

work and related sources of information have been given at the end of

the project.

(Project Guide)

(Director)

Anjuman-I-Islam Allana Institute

Of management, Mumbai.


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AKNOWLEDGEMENT

It has been great pleasure for me to work as a summer trainee in an esteemed organizationlike Amul India, which made me aware of the culture followed in the organization and gaveme a great exposure.

The project work has been made possible through direct and indirect co-operation of variouspersons for whom I wish to express my appreciation and gratitude.

I shall remain grateful to Prof Ms. Afreen Sayyed for her incisive support and objectiveguidance during the project. I am also grateful for the kind co-operation and guidance

provided by our Director Prof. Mr.Lukman Patel and Project Guide Prof Nadeem Merchant,without which the project could not have been completed successfully.

Once again I express my gratitude to Deputy Manager cum Branch manager Mr.VishalAnand, Amul India, Mumbai for their kind co-operation.

Last but not the least I thank my parents and friends who gave me moral support throughout.

Thank to you all.

Mujjmil R. Shaikh

A-54,M.M.S. 1st, AIAIMS


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Contents

AKNOWLEDGEMENT .................................................................................................................. 3

PROJECT TITLE ............................................................................................................................ 6

IDENTIFY THE PROBLEM ............................................................................................................ 7

Scope of the project ................................................................................................................... 7

Objective of the Project ............................................................................................................. 7

AMUL.......................................................................................................................................... 8

Introduction: .......................................................................................................................... 8

Official Sponsor of Olympic - 2012 .......................................................................................... 12

SOCIAL AWARENESS OF AMUL ................................................................................................ 14

INTRODUCING AMUL PRO ....................................................................................................... 16

PRODUCT DETAILS ................................................................................................................ 19Product Specifications ............................................................................................................. 20

Market Share of Malt Beverages Product in India ................................................................... 22

Marketing Objectives ............................................................................................................... 23

SWOT Analysis of Amul Pro ..................................................................................................... 28

Competitors ......................................................................................................................... 30

STP Segmentation, Targeting and Positioning ...................................................................... 31

RESEARCH METHODOLOGY ..................................................................................................... 32

FINDINGS .................................................................................................................................. 33

SUGGESTIONS .......................................................................................................................... 34

RETAILERS FEEDBACK.............................................................................................................. 35

CONCLUSION ............................................................................................................................ 36

RECOMMENDATIONS .............................................................................................................. 37

BIBLIOGRAPHY ......................................................................................................................... 38


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PROJECT TITLE

The objective is this project is to evaluate the pattern of Placement and Promotion of AmulPro.

This topic has been selected by me to know the whole process involved in thedistribution and placement in particular area at Mumbai.

This also involved meeting with different retail outlets individuals. This has given meexposure in the real market and to analyse the real market situation.

Another reason is to find out the opportunities that exist in this segment. To accomplish these objectives as whole it involves meeting with different

wholesalers, retailers and customers and collecting feedback from them


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IDENTIFY THE PROBLEM

To study the market segmentation, promotion & placement of Amul Pro in theMumbai market

Scope of the projectThe project will extend its periphery in proving information about present practicescapabilities, vulnerabilities, and future directions of Amuls. It also helps in understandingthe market of Mumbai city.

It also entails understanding domestic marketing and product strategies along with the studyof capabilities of competitors and prices quoted by them. Quality, service, and pricing factorof products are also an important part of the study

Objective of the Project

To study the market share of Amul in Mumbai region.

To study the competitor market offerings.

To make a comparative study of Amul products with the others.

To study the service provided to the retailers of different brands.

To study the promotion and placement of Amul Pro in Mumbai region.


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AMUL

Introduction:

AMUL means "priceless" in Sanskrit. Thebrand name Amul," from the Sanskrit "Amoolyawas suggested by a quality control expert in Anand. Variants, all meaning priceless", arefound in several Indian languages. Amul (Anand Milk Union Limited), formed in1946, is adairy cooperative movement in India. It is brand name managed by Gujarat Co-operativeMilk Marketing Federation Ltd. (GCMMF), which today is jointly owned by 3.03 millionmilk producers in Gujarat, India.

The Birth of Amul It all began when milk became a symbol of protest Founded in 1946 to stop the exploitation by middlemen Inspired by the freedom movement

The seeds of this unusual saga were sown more than 65 years back in Anand, a small town inthe state of Gujarat in western India. The exploitative trade practices followed by the localtrade cartel triggered off the cooperative movement. Angered by unfair and manipulative

practices followed by the trade, the farmers of the district approached the great Indian patriotSardarVallabhbhai Patel for a solution. He advised them to get rid of middlemen and formtheir own co-operative, which would have procurement, processing and marketing under theircontrol.

In 1946, the farmers of this area went on a milk strike refusing to be cowed down by thecartel. Under the inspiration of Sardar Patel, and the guidance of leaders like Morarji Desaiand Tribhuvandas Patel, they formed their own cooperative in 1946.This co-operative, the Kaira District Co-operative Milk Producers Union Ltd. began with justtwo village dairy co-operative societies and 247 litres of milk and is today better known asAmul Dairy. Amul grew from strength to strength thanks to the inspired leadership ofTribhuvandas Patel, the founder Chairman and the committed professionalism of Dr

VergheseKurien,who was entrusted the task of running the dairy from 1950.

The then Prime Minister of India, Lal Bahadur Shastri decided that the same approach shouldbecome the basis of a National Dairy Development policy. He understood that the success ofAmul could be attributed to four important factors. The farmers owned the dairy, their electedrepresentatives managed the village societies and the district union, a they employed

professionals to operate the dairy and manage its business. Most importantly, the co-operatives were sensitive to the needs of farmers and responsive to their demands.

At his instance in 1965 the National Dairy Development Board was set up with the basicobjective of replicating the Amul model. Dr.Kurien was chosen to head the institution as its

Chairman and asked to replicate this model throughout the country.


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AMUL is based in Anand town of Gujarat and has been a sterling example of a co-operativeorganization's success in the long term. It is one of the best examples of co-operativeachievement in the developing world. "Any one who has seen ... the dairy cooperatives in thestate of Gujarat, especially the highly successful one known as AMUL, will naturally wonderwhat combination of influences and incentives is needed to multiply such a model a thousand

times over in developing regions everywhere. The Amul Pattern has established itself as auniquely appropriate model for rural development. Amul has spurred the White Revolution ofIndia, which has made India the largest producer of milk and milk products in the world. Itis also the world's biggest vegetarian cheese brand.

Amul is the largest food brand in India and world's Largest Pouched Milk BrandBesides India, Amul has entered overseas markets such as Mauritius, UAE, USA, BangladeshAustralia, China, Singapore, Hong Kong and a few South African countries. Its bid toenter Japanese market in 1994 had not succeeded, but now it has fresh plans of flooding theJapanese markets. Other potential markets being considered include Sri Lanka. Dr VergheseKurien, former chairman of the GCMMF, is recognised as the man behind the success of

Amul.

AMUL

Type Cooperative

Industry Dairy

Founded 1946

Headquarters Anand, Gujrat, India

Key People Chairman, Kheda District Cooperative Milk ProducersUnion Limited. (KDCMPUL)

Products Listing product is given below

Revenue $ 2.5 billion 2011-12

Employee 735 employees of Marketing Arm. However, real poolconsists of 3.03 million milk producer members.

Web site www.amul.com
http://www.amul.com/http://www.amul.com/http://www.amul.com/


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The Amul Model

The Amul Model of dairy development is a three-tiered structure with the dairy cooperativesocieties at the village level federated under a milk union at the district level and a federationof member unions at the state level.

Establishment of a direct linkage between milk producers and consumers byeliminating middlemen

Milk Producers (farmers) control procurement, processing and marketing Professional management


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Official Sponsor of Olympic - 2012

Amul has announced its sponsorship of the Indian contingent to the 2012 London OlympicGames. The MoU was signed between R S Sodhi, managing director, Amul (GujratCooperative Milk Marketing Federation), and Raja Randhir Singh, secretary general, IOA(Indian Olympic Association), member, International Olympic Committee; in New Delhi.

Members of the IOA confirmed that Amul would be investing Rs 10 million which will bepartly utilised by IOA and a section of the amount will be used to award selected candidates.

On the announcement, Sodhi commented, "Amul is committed to strengthening the Olympicmovement in India and encourage young generation from all corners of the country to take upOlympic Sports." He added that their agency, DraftfcbUlka, has started working on a seriesof campaigns for the association.


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The Product Range of AMUL

Breadspreads Amul Butter, AmulLite, Delicious Table Margarine

Cheese Range Amul Pasteurized Processed Cheddar Cheese, Amul Processed Cheese

Spread, Amul Pizza (Mozarella) Cheese, AmulEmmental Cheese, Amul

Gouda Cheese, AmulMalaiPaneer (cottage cheese), Utterly Delicious

Pizza

Fresh Milk Amul Gold Full Cream Milk 6% fat, Amul Shakti Standardised Milk 4.5%

Fat, AmulTaaza Toned Milk 3% fat,Amul Slim & Trim, Amul Cow Milk

UHT Milk Range Amul Gold 4.5% fat Milk, Amul Shakti 3% fat Milk, AmulTaaza 1.5% fat

Milk, AmulLite Slim-n-Trim Milk, Amul Fresh Cream

Milk Powders Amul Full Cream Milk Powder, Amulya Dairy Whitener, Sagar Skimmed

Milk Powder, Amulspray Infant Milk Food, Sagar Tea and Coffee

Whitener

Milk Drink AmulKool Flavoured Milk, AmulKool Cafe, AmulKool

Koko,AmulKoolMillkShaake, AmulKool Chocolate Milk, Amul PRO

Energy Drink

Health Drink Stamina Instant Energy Drink

Brown Beverage Amul Pro Malted Milk Food

Curd Products AmulMastiDahi (fresh curd), AmulMasti Spiced Butter

Milk,AmulLassee, AmulFlaavyo Yoghurt

Pure Ghee Amul Pure Ghee, Sagar Pure Ghee

Sweetened

Condensed Milk

AmulMithaimate

Mithaee Range

(Ethnic Sweets)

AmulShrikhand, AmulMithaeeGulabjamuns, AmulBasundi,AvsarLadoos

Ice-cream Sundae Range, probiotic,sugar free and probiotic

Chocolate &

Confectionery

Amul Milk Chocolate, Amul Fruit & Nut Chocolate, AmulChocozoo,

AmulBindass, AmulFundoo


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SOCIAL AWARENESS OF AMUL

AMUL RELIEF TRUST

A devastating earthquake (Richter scale 7.9) hit Gujarat on 26th January 2001. The epiccenter of the quake was located in Kutch district. It caused death of thousands of people, tensof thousands were injured, hundreds of thousands were rendered homeless and damage of

billions of Rupees was done.

GCMMF formed a specific organization named "Amul Relief Trust" (ART) under theChairmanship of Dr. V. Kurien in 2001 with a donation of Rs. 50 Millions for reconstructionof the school buildings damaged in the 2001 earthquake in the Kutch area.

The Trust reconstructed 6 schools damaged by the above earthquake at a cost of Rs. 41.1millions in Kutch area. Four of these schools started re-functioning from the last twoacademic sessions and the other two schools from the current session.

A school reconstructed by Amul Relief Trust in the earthquake affected RatadiaVillage in Mundra Taluka of Gujarat

A school reconstructed by Amul Relief Trust in the earthquake affected Nana AsaliaVillage in Mundra Taluka of Gujarat

A school reconstructed by Amul Relief Trust in the earthquake affected DevparVillage in Mandvi Taluka of Gujarat

A school reconstructed by Amul Relief Trust in the earthquake affected Toda Villagein Mundra Taluka of Gujarat

A school reconstructed by Amul Relief Trust in the earthquake affected Moti BhadaiVillage in Mandvi Taluka of Gujarat

A school reconstructed by Amul Relief Trust in the earthquake affected KathadaVillage in Mandvi Taluka of Gujarat

TREE PLANTATION

Green Gujarat tree plantation campaign by milk producers of dairy cooperatives

Amul Coops plant more than 311.98 lakhs trees

Milk Producer members of Gujarat Dairy Cooperatives- better known as AMUL have beencelebrating the nation's Independence Day in a novel manner by planting lakhs of saplingsacross Gujarat and have taken up an ambitious plan to save the environment by planting trees,making India green and thereby reducing the effects of global warming. The milk producersof Gujarat Dairy Cooperatives are conducting mass tree plantation drive every year onIndependence Day for last five years. In last five years (2007 to 2011) the milk producershave planted around 311.98 lakhs trees). The most striking feature of these entire

programmes was that it has been initiated by milk producer members of the dairy


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cooperatives. The unique fact about the programme was that the milk producer members tookup the oath to protect tree saplings till it survives and grows into tree.

Over the years, due to intensive agriculture and dairying various natural resources are gettingconsumed at faster pace in Gujarat state of India. The state level apex body of dairy farmers

in Gujarat gave a serious thought in this direction and discovered a novel idea for giving backto nature. The idea was "one member one tree" plantation on our 60th Independence day -15th August 2007.To put this idea in to the practice a design team constituting ofrepresentatives of member unions were formed. The team accepted the idea by heart andimmediately decided to spread it among farmer members of village dairy cooperativesocieties. Then the idea was communicated to farmer members and they all welcomed it andenthusiastically agreed to implement the idea.

For smooth implementation of the idea, the design team chalked out the road map for variousactivities. Execution teams were formed at district union level to give final shape and put the

plan in action. Village level coordinators were identified and they were trained to streamline

activity of tree plantation. Various awareness materials were prepared. Through variouscommunication media farmer members were made aware of benefits of tree plantation andtree plantation activity schedule

His entire plantation activity was coordinated at all the three tiers of Anand pattern - atvillage, district and state level dairy cooperatives. On 15th August, 2007, after the flaghoisting ceremony, each member took an oath to plant saplings and ensure that they grew into trees. Then individually they planted sapling on their own at their identified locations liketheir farm, near their home, on Farm bunds, etc. They have taken necessary care to ensurethat this sapling survives and they also reported regarding the survival to village levelcoordinator and district milk unions after five months. In this way, 18.9 lakh trees were

planted on 15th August 2007. This was just the beginning. Henceforth, the Village DairyCooperative Societies of Gujarat as a mark of respect for our nation decided to conduct suchevent on every Independence Day and accepted 15th August (Independence Day) as a"GreenRevolution Day by Afford station to Protect Mother Earth from Pollution, Climate changeand Global Warming".

But all this required immaculate planning and execution. An action plan of tree plantationprogramme was drawn up months back in advance. After the identification of the chiefcoordinator for each district milk union, the organization of a task force for the programmewas put in place. Roles and responsibilities were assigned to each member and area of

operation allocated. After preparing the overall action plan, each union issued a circular to theDairy Cooperative Societies regarding the programme and arranged meetings with thesocieties covered.


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Introducing AMUL PRO


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Gujarat Cooperative Milk Marketing Federation (Amul), Indias largest food products marketing

organization announced the launch of Amul PRO, its new Whey Protein Malt Beverage brand, on

2nd April, 2012.

Gujarat Cooperative Milk Marketing Federation (Amul), Indias largest food products

marketing organization announced the launch of Amul PRO, its new Whey Protein MaltBeverage brand.

Amul, with annual sales turnover of approxRs 12,000 crores, is the market leader in all dairyproduct categories. The launch of Amul PRO would be another big step forward instrengthening its Health and Nutrition portfolio. With this launch Amul plans to improve its

presence in the Rs 2500 crore Milk Food Drinks market.

Announcing the launch of Amul PRO, Shri R.S.Sodhi, Managing Director, GCMMF said thatthe product development team had worked extensively to bring out a product, which issuperior to other key Brown Health Drinks brands, not only in nutritive value but also intaste. Amul PRO is fortified with 27 vital nutrients, whey protein and DHA. It is priced atover 20% discount to competitor brands with similar ingredients, making nutrition moreaffordable to consumers. The product would be introduced in an attractive glass cube jar,which is a first of its kind pack in the category and is sure to catch the attention of theconsumers.

Amul PRO is targeted at children between the age group of 2 years to 15 years, the periodwhich signifies the growth phase of a child. However, given the nutritive value of the

product, it expects consumers across all age groups to be users of the product. As comparedwith the competing brands, Amul PRO ranks higher in key nutrients like Proteins, Calcium,Potassium, Vitamin A, Vitamin D and Vitamin B2. It also contains Whey Protein, which isconsidered as Complete Protein as it contains all the essential amino acids. It is easy to digestand provides quick nourishment to muscles. One of the key USPs of Amul PRO is DHA orDocoashexoenoic Acid which is an essential fatty acid required for optimal development andfunction of brain. DHA cannot be manufactured in human body and must be obtained dailythrough our diets. DHA is to the brain as Calcium is to the bones.


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Amul, which is synonymous to quality to Indian consumers, lives upto its reputation ofproviding high quality products at value for money price to consumers. Amul PRO 500gCube Glass Jar has been priced at Rs 150 per pack and 500g Refill would be available at Rs140 to consumers.

The product launched across the country in April. The launch of the product will besupported by a mega advertising campaign which includes television, print media, outdoor

promotions and various on ground activities.


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PRODUCT DETAILS

Product Name : Amul PRO

Description : Malt Based Food

Packing : 500g Glass Cube Jar: The glass cube jar is a unique pack inthe category, giving Amul PRO a distinct advantage ofstanding out of the clutter on retail shelves.500g Refill: Amul PRO is also available in an attractive 5

panel 500g Refill

Product Features

Amul PRO is a malt based milk additive, which not only enhances milks nutritive value butalso makes milk a very tasty drink for people of all ages, especially kids, who need milk andnutrition for healthy growth. It comes from the House of Amul, the brand which is known allover for providing quality products at value for money price.

Key product attributes of Amul PRO are as follows:Whey Protein: Muscle building & Immunity

Whey Protein is the purest and most essential form of protein. It is easy to digest and helpsmuscle building and nurturing growth. Why Protein is often referred to as Fast Protein,

provides quick nourishment to muscles, helping your child strengthening the immunity andstay healthy.

DHA: Brain Development

Docosahexaenoic Acid (DHA) is an essential fatty acid required for optimal development andfunction of the brain, eyes and central nervous system of a child. It plays an important role in

enhancing your childs immunity by protecting it from allergies like Asthma.

27 Essential Nutrients: Complete Wellness

Amul PRO contains 27 essential nutrients (proteins, vitamins and minerals) that help inboosting immune system enhance metabolism and nervous system functions and helpschildren be mentally sharp and physically agile.


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Nutritional Information

Nutritional information (Approx. values)

Energy, kcal 392Energy from Fat, kcal 19.8

*Source of energy

Fat, g 2.2

Carbohydrate, g 85.0

Added Sugar, g 32.7

Dietary Fibre, g 0.68

*For growth and maintenance of body

Protein, g 8.0

*Boost immune and nervous system function

Vitamin B1 (Thiamin), mg 0.75Vitamin B2 (Riboflavin),mg 2.51

Vitamin B3 (Niacin), mg5.21

Vitamin B5 (Pantothenic acid), mg 5.6

Vitamin B6 (Pyridoxine), mg 7.1

Vitamin B12 (Cynacobalamin), mcg 9.73

Vitamin B7 (Biotin), mcg 30.0

Copper, mg 0.44

Selenium, mcg 32

Zinc, mg 2.2

*Production of red blood cellsVitamin B9 (Folic Acid), mcg 244.0

*For normal vision

Vitamin A, mcg 935

*Keeps you mentally sharp, alert and physically active

Iron, mg 8.02

Iodine, mcg 137

*Development of bones & teeth

Calcium, mg 186

Phosphorus, mg 175

Vitamin D, mcg 6.89*Fight infections and protects body cells from damage

Vitamin C, mg 39.2

Vitamin E, mg 3.7

Manganese, mg 0.49

*Body fluid maintenance

Sodium, mg 173

Potassium, mg 540

Magnesium, mg 21

*Development of Brain

DHA, mg 30


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Market Share of Malt Beverages Product in India

Universally, in bringing up their children, mothers attach a lot of emotional importance to

nourishment. There is an ever-growing need for nourishment and energy in todays fast-paced world. Who can resist a steaming, hot drink which promises to energize, nourish andrefresh? The need for nutritional supplementation is all the more relevant for kids. Coupledwith the fact that kids love the delicious taste of these drinks, once they have tried them, liesthe basic tale of milk additives and the growth and development of the Health Food Drink(HFD) category. No one can be sure of when and how the category evolved but, today, inIndia the HFD market is valued at approximately Rs. 13,000 million and nearly 50,000 tones.

Health food drinks provide nourishment for the family, particularly growing children andserve as energy providers for adults. The market for malted milk powders in India is huge asthe product is widely used as a nutrition and energy supplement by children and adults. The

size of the market is estimated at Rs. 10,170 /- million.

Available health Food Drink in market can be considered as follows:

Bournvita Horlicks Boost Complan Amul Pro (New launch)


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Marketing Objectives

Identify & cater to emerging markets all over India

Create awareness about the brand name and increase customer loyalty.

Tackle the problem of imitation of design.

Increase retailer satisfaction by providing better margins.

Marketing Mix of Amul Pro


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PRODUCT

A product is anything that can be offered to a market for attention, acquisition, use, orconsumption that might satisfy a want or need

A product is anything that satisfies a need or wants and can be offered in the exchange. A

product can be goods, service or idea. Without product there is no marketing. This includesproduct variety, quality, product design, and brand name, sizes, warranties.

Amul PRO is a malt based milk additive, which not only enhances milks nutritive value but

also makes milk a very tasty drink for people of all ages, especially kids, who need milk andnutrition for healthy growth. It comes from the House of Amul, the brand which is known allover for providing quality products at value for money price.

Whey Protein: Muscle building & Immunity DHA: Brain Development 27 Essential Nutrients: Complete Wellness

Brand value:

Amul is one of the oldest brands in the marketplace and consumers get attracted to it. It isalso the one to bring the co-operative movement in the milk segment; like in rural villagesof Gujarat and Rajasthan. It also enhanced the financial position of rural women. Its vision isquality and unity.


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PRICE

It is the value, usually in monetary terms that sellers ask for in exchange for the products they

are offering. Pricing and product image are closely related. Customers will pay a higher pricefor well known, well regarded products, partly because of the image created throughadvertising and other promotions. This includes list price, discount, allowance, and credit terms. The

prices of products of AMUL are also decided by the GCMMF. The GCMMF conducts the marketsurvey to check the validity and feasibility of prices in the market and accordingly decidesthe prices of AMUL products

Amul, which is synonymous to quality to Indian consumers, lives upto its reputation ofproviding high quality products at value for money price to consumers.500g Glass Cube Jar: The glass cube jar is a unique pack in the category, giving Amul PRO adistinct advantage of standing out of the clutter on retail shelves.

500g Refill: Amul PRO is also available in an attractive 5 panel 500g Refill

500g Glass Cube Jar : - Rs. 150/-

500g Refill : - Rs. 140/-


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PLACE

Place refers to marketing activities that make products available to consumers at the righttime in a convenient location. It is the process of moving products from the producer to theconsumer, which may involve several steps and the participation of multiple. AMUL hasdeveloped federation and AMUL parlours located in several part of country. TheGCMMF handles the works relating to managing of stocks and distributors in country. ThusGCMMF look after the disbursement of product to the various marketing channels.

We have placed this product in medical stores, cause all health care drinks are sell in medicalstores and generally customers always ask these types of product in medical stores.

We have also placed this product in Modern Format Stores (MFS) and Malls.


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SWOT Analysis of Amul Pro


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Strength

Strong brand name of AMUL

People of all ages can use

Whey protein with DHA advantage.

Good in taste

Attractive Glass Jar Packaging

Strong distribution network

Presence of other AMUL products in the market

Customers Trust on Amul

Best Quality at Affordable price

Weakness

Lack of Media Advertising

Small packages are not available

Catches moisture within 2-3 weeks

Only Chocolate flavour available


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Opportunities

Huge market potential

Parents are health conscious about their children

Well known brand in India

Good scope in overseas market

To tap the untapped market

To explore new marketing opportunities including satellite areas

Threats

Strong competition from Bournvita, Horlicks, Complan& Boost

Competition from other chocolate drinks

Competition from other beverages

Children prefer more flavours like strawberry, rose milk, etc.

More chocolate based milk drinks in market

Competitors

Bournvita

Horlicks

Boost

Complan


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STP Segmentation, Targeting and Positioning

Segmentation:-

Its a malt based milk additive

Chocolate based health drink for children

Targeting:-

Young growing children from the middle and upper class

All age groups people

Positioning:-

Chocolate health drink to make kids strong and active

It is easy to digest and provides quick nourishment to muscles

It is DHA Acid which is an essential fatty acid required for optimal development andfunction of brain.


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RESEARCH METHODOLOGY

Research, particularly in social science contains endless word spinning and too many

quotations; end result though may be far from expectations. In context of planning anddevelopment it is to be noted that it significant lies in quality than quantity.

Therefore, eventually proper attention has to be paid to designing and adhering to appropriatemethodology throughout so as to improve the quality of the research

Research type:

This type of result is Descriptive research .Descriptive Research includes surveys andfact finding enquiries of different kinds. The major purpose of Descriptive Research isdescription of the state of affairs, as it exists at present.

Research Design:

The survey was conducted for the Amul products where a questionnaire was filled from theretailers, wholesaler and consumers. The population and the samples were evenly divided insuch a manner so as to extract the best possible results within the given limitation.

Method of Data collection:

There are several method of data collection available but, one of the most commonmethod is-questionnaire method, same was found appropriate for this research , for the reasonthat

Questionnaire is one of the most commonly used methods.

It is cost-effective.

It is time-effective.

Market Area covered by me:

Matunga, Wadala, Cotton Green, Sewri, Naigaon, Parel Village.


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FINDINGS

Amul Pro is new in the malt beverage market in Indian Industry for which thecompetitors includes leaders like Bournvita, Horlicks, Boost and Complan.

Amul India is a very good reputation in Indian market and customer has trust.

The distribution Network of Amul India has to be more efficient as comparedto others.

The Trade margin for Amul products is quite.

Amul has given very attractive display offer for retailers thats why they havedisplayed Amul Pro in front part of their shop.

Retailer comparing this product with Nutramul.

The service provided by Amul to retailer is very good comparing with other brand.

At most of the outlets, employees are not satisfied even dealers also. According tothem, Amul only takes action for customer satisfaction, but for the outlets employeessatisfaction, Amul tries to avoid it.

In retail outlets customers focus on quality of products and not on service given bythem.

Customer trust on brand of product and name of company while purchasing theproduct.

Bournvita is market leader and very good customer attraction by attractiveadvertising.


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SUGGESTIONS

Should increase the awareness of Amul Pro through advertising in various media.

The Retail margin for the products should be increased so that more number ofretailers will have Amul products.

Should make the small pouch of Amul Pro so that it will easy to taste this product forcustomer.

Try to make plastic jar pack instead of glass.

Motivate salesman to introduce this product to retailers.

Promote this product in School canteen.


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RETAILERS FEEDBACK

Once Customers Enquires for pro then they will order.

Retailers demanding Display offer.

Customer prefers plastic instead of glass jar.

Jar package is very heavy & difficult to handle.

Refill packfear of rat leakage.

They want to sampling taste.

They prefer tetra packages. E.g. Bourn vitaRs. 20/- with 80 gm

No frequently advertisement in TV, Newspapers & Banners.

They want guaranteed replacement.

They comparing with Nutramul which was a failure.

They demand many flavours.

Some retailers purchase the product for inspection of the taste by self, beforeforwarding the same to the consumers, having satisfaction of the good quality.

Pricing:

Many retailers want more margins on Amul Pro. (After discount scheme close)

Price is low to compare other malt beverage products.

Product Quality:

Many of the people said that the quality & taste of Amul Pro is very good. They dont

have any problem regarding this.

Many said that Amul should maintain its quality in coming years.


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RECOMMENDATIONS

It is said that the line toperfection never exists, in a way it suggests that continuesimprovement and development is essential to at least near to the Perfection.

To help a plant grow it must be suitably watered, sunlight and oil, which best suit its kind,similarly the organization too, to see that its efforts get results, must provide with properattention for the development of the company.

After analyzing following improvements can be made in future.

Replacement facility should be made available for all the products.

Promotional activities like, Wall paintings, Flex boards should make available formore product awareness.

Efficient distribution must be followed.

Promotional activities should be undertaken.

Increasing TV ads& Hoardings.

To create awareness for the products, different modes of publicities should be usedsuch as Neon sign, Hoardings, Danglers.

Dealers should offer some attractive commissions for generating regular supply ofAmul Pro.


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BIBLIOGRAPHY

Books referred:

Marketing management --------- Philip Kotler

Research Methodology ----------- C. R Kothari

Websites ------------------------- www.amul.com,

www.google.com
http://www.amul.com/http://www.amul.com/http://www.google.com/http://www.google.com/http://www.google.com/http://www.amul.com/

Documents

AMUL_Pro Final