“TO ANALYZE THE MARKET POTENTIAL AND FINDING OUT THE SCOPE FOR LAUNCHING MISTI

DAHI IN KOLKATA MARKET”

Presented by-MRINMOY GHOSH

ENROLLMENT NO. 010113025

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GCMMF Establishment year: 1973

Member: 17 district co-op. society

No. of producer member: 3,37 million (18,556 village

societies)

Total milk handling capacity: 24 million

liters/day

Milk collection (2014-2015): 5.42 billion liters

Milk collection (daily average 2014-2015): 14.85 million liters

Sales turnover (2014-15): Rs. 20,733 Crore

COMPANY OVERVIEWCOMPANY OVERVIEW

OBJECTIVE OF THE STUDYOBJECTIVE OF THE STUDY

PRIMARY OBJECTIVE:

To find the retail network of Amul and to find the demand for launching Misti Dahi in Kolkata market.

To find out the problems faced by the retailers and reporting it to the company authorities for better operation.

To formulate a launch plan for Misti Dahi

SECONDARY OBJECTIVE:

To find out the end consumers response and their opinions.

To design the desired 4P’s required for the product.

RESEARCH METHODOLOGYRESEARCH METHODOLOGY

A descriptive research methodology was followed.

Research instrument was a structured questionnaire for retailers and end consumers.

Questionnaire were of three types: Multiple Choice Question, Dichotomous Question and

Open Ended Question.

Sampling done for retailer was convenience sampling and stratified random sampling was

opted for end consumers which was done online and offline basis.

Method of survey was basically personal and in-depth interview and sometimes scenario

based interview.

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REFRIGERATOR AVAILABILITY1.Refrigerator AL.jpg

AVAILABILITY OF DAHI

2. Dahi Kept.jpg

DAHI OF WHICH COMPANY

3. Dahi Kept by Retailers.jpg

INTERESTED IN PLASTIC CUP PACKED DAHI

4. Interested In Misti Dahi.jpg

PREFERRED PRICING

5. Pricing (Preferred By Retailers).png

FINDINGS FROM RETAIL FINDINGS FROM RETAIL SURVEY:SURVEY:

FINDINGS FROM END CONSUMER SURVEY:FINDINGS FROM END CONSUMER SURVEY:

Aware of Amul Dahi

11. Awareness of Misti Dahi.jpg

Top of the mind

Awareness12. Top of the mind Awareness.jpg

Purchase Pattern

13. Frequency of Purchase or

Consumption.jpg

Packaging Preference14. Preferred Packaging.jpg

Preferred Quantity

15. Preferred Quanity

(100gm).jpg

Preferred Pricing

18. Amt for 100 gm of Dahi.jpg

GenderGender.jpg

Occupational Pattern

Anova_Occupation.jpg

Age ProfileAnova_Age Group.jpg

FINDINGS & RECOMMENDATIONSFINDINGS & RECOMMENDATIONS::

Starting of a pilot project based on Misti Dahi.

Easy return policy should be started initially

Uncertain retailer should be convinced by allowing them starting discounts, free sample, decorating their shops as per condition necessary.

Refrigerators to be provided

Round figure pricing

As a target customers, youth between ages 20-30 should be targeted though overall trend showed a healthy liking for Misti Dahi. 9. Mean Liking Score by Age Groups.jpg

A margin of Re. 1 would be very healthy for the retailers.

FINDINGS & RECOMMENDATIONS FINDINGS & RECOMMENDATIONS CONTINUED:CONTINUED:

Proper awareness should be required through ATL. (Mother Dairy stands at 40% in terms

of awareness) 12. Top of the mind Awareness.jpg

Quantity between 100-200gm is preferable.

Pricing between Rs. 14 to Rs. 15 would be ideal.

The perfect launch time for Misti Dahi would be in summer season probably end of March

or by the starting of the April.

Efficient distribution and proper supply.

Improved demand predictions model.

LEARNING OUTCOMES:LEARNING OUTCOMES:

An extensive first hand field knowledge was obtained by visiting retailers knowing their problems, how Misti Dahi will work in Kolkata market.

Abrupt knowledge about the company and its dairy segmented products, how a FMCG sector works and knowledge about the competitors.

Developed a good idea about how to conduct market research.

Much liberty to my project was given by my company guide which helped me to in various learning exposures and self-made proposals.

Outdoor sales promotion activities gave me practical knowledge how to convince people and how to coordinate activities and meeting target expectations.

THANK YOU….THANK YOU….