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Executive Summary

NEW PRODUCT LAUNCH

“AMUL FRESH BREAD”

Team Name: “ANTAEANIAN” 

Institute: ICFAI Business School, Gurgaon.

Team Leader: Sachin Agrawal

Other Team Member: Prarabdh Mishra

Email: sachinagrawal2006@gmail.com

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Contact No: +919350850328

LAUNCH PROCESS: 

The launch process will be divided into the following steps:-

1. Market Scenario

2. Pre-launch Survey 

3. Market Identification

4. Launch Strategy on 4P basis

5. Trade Scheme

6. Launch Schedule

7. Post Launch Survey 

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MARKET SCENARIO:

¬ In this step we will find the market potential of bread market in Jaipur. We will also find

the per capita consumption.

This will also include the market for various variants of bread (regular, wheat, sandwich

etc.)

PRE- LAUNCH SURVEY:

¬ The bread market of Jaipur, like in most of the cities, is a combination of regular and

wheat breads. The Project will start with a detailed market study to know the nuances of 

the existing market. This includes not only the operational part but also the part related to

consumers’ buying behavior, preferences, usage pattern etc. Apart from the information

derived from secondary data, there will be a need for a more specific set of data to draw 

come conclusions. For the very purpose some primary data will be required to begenerated. Interactions with retailers will help a lot in it but for a more structured set of 

information a consumer survey will be done. The survey will focus on knowing more about

consumer’s buying pattern, perception about bread, tastes and preferences, usage pattern.

The survey will be done with a help of a consumer questionnaire. 

OBJECTIVES OF THE SURVEY:

ϖ To find out total market strength i.e. how much is the total market strength of bread in

Jaipur market.

ϖ To find out market share of different brands in the market. (competitors’ share)

ϖ To study consumption pattern of bread.

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ϖ To study purchasing behavior of customers.

ϖ To know taste and preferences of consumers.

ϖ To find out bread consumption pattern.

ϖ To know the brand acceptance of  Amul in bakery segment.

MARKET IDENTIFICATION:

¬ The pre-launch survey will help a lot in identifying the potential market of bread. The

target consumers will be identified.

LAUNCH STRATEGY:

¬ The launch strategy can be easily described on 4 P’s basis. These 4 P’s of marketing are,

Product, Price, Place, Promotion.

ϖ Product, as described above, is Amul Fresh Bread. It is the plain variant of bread. It

is planned to be tastier then the competitors. This quality will be derived by the

extensive market study and study of both primary and secondary data. All

consumer preferences will be taken care of.

ϖ Price of the product will be decided after the survey. This will be kept strategically 

 just below Market Leader’s bread so as to capture the initial market. Difference in

price will be done to encourage consumers to try it in the initial phase.

ϖ Place for the launch is Jaipur city. We will divide the city into several zones as per

our convenience so that almost all the areas are taken care of.

ϖ Promotion: - For promotion of the product, a new channel of distribution will be

formed. The preferred channel will be:-

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Manufacturer > Franchisee > Distributor > Retailer

In addition to them PVC banners will be prepared, umbrellas will be installed to

increase the visibility quotient. These umbrellas we will set up at strategic

locations, with a Pilot Sales Men (PSM) and will place newly launched products to

attract consumers. Promotions will also include newspaper advertisements, radio

promotions, game contests on weekends on the crowded places, and the

promotional materials such as danglers, glow sign boards, flexes etc. will be

provided to each retailer. We can even use cross-promotional activities with our

own Amul Milk. Promotions can be used to both stimulate trial and drive repeat

purchase.

MASS MEDIA PLANNING:

¬ Press notes will be issued at the time of launch as a part of the media planning. Intensive

media coverage will be done at the time of launch of Amul Fresh Bread. The launch will be

communicated to all the retailers and Franchisees properly.

LAUNCH SCHEDULE:

ϖ The product launch date will be decided as per the completion of above processes. The

retailer’s and Franchisee meet will be organised. In the meet all the launch strategies

and how to go about them will be discussed. It will also play an important role in

communicating the launch and solving queries of retailers and distributors. Good and

smooth communication is necessary for a successful launch.

ϖ PoPs such as umbrella and PVC banners will be distributed to the Franchisees and

retailers with the launch.

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POST LAUNCH SURVEY:

ϖ The launch will be followed by a post launch survey. The survey will be directed

towards getting a clearer picture of the consumer side of the launch. It is a tool to get

consumer feedback and to know the reaction of consumers about the product. The

survey will also try to know retailers viewpoint by meeting in person and trying to

figure out if anything is not in place and the means to correct them.