Summer Internship Project

Market Potential and Analysis of Competition for

Amul Slim and Trim Milk Sreeja Sahadevan

Roll no. 49

Introduction

Dairy co-operative formed in 1946

Owned by 3.1 m dairy farmers

Brand managed by GCMMF

Market leader in majority of segments it operates in

Has 3 major divisions Milk, Ice creams and Dairy.

272 products in dairy segment.

Known for best quality and taste

Competitive pricing

Most of the products are priced lower than the

competition

Intensive distribution

Distributors and retailers

Low expenditure on promotion

Objectives

To determine the market share and market Potential of Amul Slim and Trim Milk

To analyse the competition their products and activities

Methodology

Primary Data

Retail census

Observation method

Secondary Data

Sales Records

Understanding the Market

Distribution Process

Working of the company and associates

Sr. No. Name of the Outlet Contact No. Category Visi Cooler

Chocolate Dispenser

Deep Freezer Remarks

Yes/No Yes/No Yes/No

Product List and Details

List of all dry and wet products of Amul

Product Packaging Packing (no. in

one carton) MRP Fat (%) Shelf Life

Repositioning of Lite Milk

Strengths

The Amul Brand

Lowest Price

Lowest Fat Content

Longer Shelf life

Weaknesses

Low Margin to retailer

Less or no replacement

No schemes being offered

No Awareness

Opportunities

Areas with no availability of fresh milk

Increase in number of health conscious people

Threats

Negative Publicity about UHT milk

Retailer push strategies used by competitors

SWOT analysis

SnT Milk

Slim and Trim Milk (Point of Purchase Promotion) and

Activation of new Outlets for SnT Milk

Purchase Activated 38

POP Placed - 31

Customer Discounts Rs. 3

Salesman Incentive Rs. 1

Competitor Analysis for SnT

Competitors

1.Danone Milk

2.Danone Slim

3.Nestle Everyday

4.Nestle Slim

5.Go Milk

6.Sofit Milk

7. Other Amul UHT Milk

products- Amul Taaza,

Amul Gold

Sale of UHT Milk (Consumer Preference)

50%

7%

10%

7%

7%

3%

3%

13%

Sales

Taaza

Go Milk

Nestle Silm

Danone Slim

Sofit

Amul Gold

Nestle Everyday

Danone

Sample Size - 30

Identifying Potential for Slim and Trim

Milk

Tetra Milk

(Y/N)

Amul UHT Milk Competitors Avg. UHT milk Sale (monthly)

Schemes Customers Regular

(Y/N) Remarks

Product Avg.

Stock Product Avg.

Stock

Number of stores having UHT milk- 177 No. of stores with SnT stock 74

Market Share (Stock at retail outlets)

3900

3500

80

Amul UHT (52%) Nestle UHT (47%) Others (1%)0

500

1000

1500

2000

2500

3000

3500

4000

4500

Sales

Existing Market Potential

Product Amount (Rs.)

Amul UHT milk 10,44,000

Nestle UHT milk 9,44,000

Others (Danone, Dlecta, Gowardhan) 20,000

Potential market for Amul UHT 11,28,400

Amul Kool Display Contest Improving Visibility Social Media Penetration

Distributors Data

Helps in forming new distributors.

Name Of the Agency Contact person Mob No. Brands Operated Reputation

CSR Activity - Vidya Awards

Awards and Certificates for 10th and 12th Standard

Toppers

Recommendations

Meetings and Sessions for salesmen

Follow up mechanisms for outlets missed

Buying display space in retail outlets

Continuing the scheme for SnT milk for retailers interest

Using different forms of POP promotions

New mechanism to distribute incentives to salesman

Thank You