summer internship project amul gcmmf
TRANSCRIPT
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
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.
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)
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
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.
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
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
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
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:
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
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
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.
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
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%
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.