Summer internship project amul gcmmf

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A SUMMER INTERNSHIP PROJECT REPORT ON Launch Plan of Amul Prolife Probiotic Lassee through Milk Distribution Highway in Andheri to Goregaon Market. University of Mumbai’s ALKESH DINESH MODY INSTITUTE FOR FINANCIAL AND MANAGEMENT STUDIES

Transcript of Summer internship project amul gcmmf

Page 1: Summer internship project amul gcmmf

A SUMMER INTERNSHIP PROJECT REPORT ON

Launch Plan of Amul Prolife Probiotic Lassee through Milk Distribution Highway in Andheri to Goregaon Market.

University of Mumbai’s ALKESH DINESH MODY INSTITUTE FOR FINANCIAL AND

MANAGEMENT STUDIES

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Objective

• PrimaryTo launch Amul Probiotic Lassee in the area of Andheri, Jogeshwari & Goregaon and create a potential market for the product.

• SecondaryTo conduct market research and do competitive analysis of lassee in the given area.

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GCMMF: : An OverviewMembers: 13 District Cooperative Milk Producers' Unions

No. of Producer Members: 3.03 million

No. of Village Societies: 15,712

Total Milk handling capacity: 13.67 million litres per day

Milk collection (Total - 2010-11): 3.45 billion litres

Milk collection (Daily Average 2010 -11):

9.2 million litres

Milk Drying Capacity: 647 Mts. per day

Cattlefeed manufacturing Capacity: 3690 Mts per day

Sales Turnover (2010-11) Rs. 9774 Crores (US $ 2.2 billion)

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GCMMF: Sales TurnoverSales Turnover Rs (million) US $ (in million)

1994-95 11140 355

1995-96 13790 400

1996-97 15540 450

1997-98 18840 455

1998-99 22192 493

1999-00 22185 493

2000-01 22588 500

2001-02 23365 500

2002-03 27457 575

2003-04 28941 616

2004-05 29225 672

2005-06 37736 850

2006-07 42778 1050

2007-08 52554 1325

2008-09 67113 1504

2009-10 80053 1700

2010-11 97742 2172

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About Probiotic:

• Introduction: Probiotic organisms are live microorganisms that are thought to be beneficial to the host organism. Probiotics are commonly consumed as part of fermented foods with specially added active live cultures; such as in yogurt, soy yogurt, or as dietary supplements

• Availabilityfood products: yogurt, smoothies, milk and juicedietary supplements: pills or powders

• BenefitsHelpful against diarrhoea , irritable bowel syndrome, rotavirus, Clostridium difficile, colds and flu, eczema, bladder cancer

• RisksMild size effects: gas and bloating. affect metabolic activity, over stimulate the immune system or cause gene transfer

• Indian Probiotic market Indian market currently Rs. 20.6 million can be pushed to1 Million Euro mark around2013-14 and 1.3 Million Euro by 2015. Estimates put global probiotic food and drink market at 10Billion Euro.

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Product Details• Product Name : Amul Prolife Probiotic Lassee• Description: Flavoured (Rose) Probiotic Lassee (Drinking Yoghurt)• Packing: 200 ml Glass

Composition Toned Milk, Sugar / Salt, Fruit Pulp Compound, Stabilizer ,Active Probiotic Culture

Nutritional Information 60 kcal/100 ml

Shelf Life+ Best Before 10 days from Packaging

Storage condition Keep Under Refrigeration below 8° C

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Amul Prolife Probiotic Lassee

Product Features • Tasty, Healthy and refreshing treat for all age people. • Contains live Probiotic bacteria which helps digestion and improve

immunity.• Made with special culture to give a smooth, mild acidic taste.• It is made from natural ingredients. • Available in one flavour namely Rose

Product Application • As a healthy drink.• For on the go consumption.• Breakfast table.

Availability• Available in Gujarat and Maharashtra

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SWOT ANALYSIS OF AMUL PROLIFE LASSEEStrength: Weakness: Appetizing Rose Flavour

Already well established brand name – Amul

Healthy probiotic lassee whose quality is much better than loose lassee

Follows the same distribution network as that of Amul milk.

Less Margin Poor packaging in the initial stages Not easily accepted because of the new

segment – probiotic products Lack of Refrigerators to retailers

Opportunities: Threats: Good potential market

Limited competition from organized players

Fear of new entrant into the market

Other existing probiotic products in the market

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LAUNCH STRATEGY

Scheme

Margin

PriceReplacement Policy

Shelf Life

Visit to Retailers

Provide them proper information about the

Product

Generate sales

Feedback from retailers

Model used to launch Amul Prolife Lassee in the area of Andheri, Jogeshwari & Goregaon as follows:

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Task Performed:1. Visit to retailers: Following Area Covered

Location Area

Andheri East

Shere Punjab, Poonam Nagar

JB nagar, MIDC Seepz

Sahar Road

Marol, Chandwali

Jogeshwari East

Majaswadi

Income Tax

Hema Industries

Location Area

Goregaon East

Aarey Road

JP Road

Dindoshi

Andheri, Jogeshwari, Goregaon (West)

SV Road, Link Road

Four Bunglows, Seven Bunglows, Versova

Prabodhan

Piece 1 Cup Amul Prolife Lassee

Size 200 ml

Retailer price Rs. 09.60

M.R.P Rs. 12

Margin Rs. 2.40

2. Provide Information about the product

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3. Sell the Product4. Feedback

Other Strategies adopted:Provide Schemes/OffersProvide Banners for Advertisement

Competitive analysis

Key Factors Amul Danone Mother Dairy

Krushna Mahanand Local

Size 200 ml 165 ml 200 ml 200 ml 200 ml 250 ml Price Rs 12 Rs 18 Rs 12 Rs 12 Rs. 12 Rs. 24 Margin to Retailer(1 piece)

Rs 2.40 Rs. 4 Rs. 3 Rs. 4 Rs. 4 Self seller

Packing Plastic Cup

Poly Pack Poly Pack Poly Pack Poly Pack Loose Lassee

Availability In All areas

In All Areas

In Some Areas

In few areas

In few areas In few Areas

Probiotic Yes No No No No No

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Problems faced after the launch of Lassee• Flavour: Amul Prolife Lassee was available only in Rose flavor. While launching the flavor

was very strong. The rose content was very high because of which it wasn’t easily acceptable in the market. Consumers were demanding for different flavors.

• Sweet Content: Health conscious consumers were demanding the sweet content to be less, as they thought that it will increase the calorie content.

• Packaging: Plastic cups consumed more space in the display was the thinking of the retailers. Consumers and retailers were asked to change the packaging to pouch as it will consume less space. They also wanted the packaging to be more attractive.

• Distribution – The distributor complained about the distribution channel of lassee as it was damaging the product.

• These were the few hurdles that were faced in the initial stages

• Few of the retailers misunderstood as the sales representative of other amul products and started complaining about unavailability of the products, but we made them clear their doubts that we are in the market only to sell amul lassee and we convinced them that we will surely convey their message to the company.

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PRIMARY TABULATION & INTERPRETATION: CONSUMER (Sample size 100)

33%

67%

Awareness about Amul Prolife

LasseeYesNo

15%

85%

If yes, do you consume probiotic foods?

YesNo

10%

90%

If No, would you like go for probiotic products

YesNo

55%36%

4% 5%

Probiotic Brands that come to mind

YakultAmulMother dairyNestle

1% 3% 6% 5%

85%

Frequency

Everyday

Alternate day

Weekly

Monthly

Never

10%

45%7%

37%

Packaging

CanPouchGlass BottleTetra Packs

43%

26%

22%9%

Prefered Quantiity

200 ml300 ml500 ml1000 ml

7%

46%37%

9%

Amount you would spend for one time

consumption< 1515-2020-2525-30

27%

42%

12%

19%

OccupationServiceBusinessStudentsHousewives

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Primary Tabulation & Interpretation: Retailer (Sample size: 40)

43%

57%

Awareness of Probiotic Products

YesNo

31%

57%

7% 5%

Top Of Mind Awareness

AmulYakultMother DairyNestle

54%36%

6% 4%

Which Brand of Probiotic foods do you stock

Amul

Yakult

Mother Dairy

Nestle

11%

36%54%

Frequency of delivery

Everday

Alternate

Weekly

6%

45%

11%

23%

15%

Packaging People Demand

Can

Pouch

Glass Bottle

Pet Bottle

Tetra Pack

9%

45%29%

17%

Preferred Quantity

200 ml

300 ml

500 ml

1000 ml

45%

11%20%

24%

Appropriate Advertising Medium

TV

Newspaper

Hoarding

Magazine

69%

31%

Expected Percentage of Margin

10-20%

20-30%

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SUGGESSTION & RECOMMENDATION

• Make the packaging more attractive

• Try the packaging in the form of pouches/ for plastic cups, use better sealing and preferably white cups rather than transparent one.

• Introduce more flavours

• Create more awareness about the product

• Andheri to Goregaon is very niche, segmentation needs to take place carefully

• Areas such as MIDC, Seepz, SV Road (near stations), Chandiwali are high potential markets.

ConclusionAmul being household name in the market should concentrate more on the prospective market of people who are very much health conscious. The company must also try brining in new flavours in the market and also change the packaging of the product. The product has a great potential and can capture a huge market as it is one of the early birds in its segment.