APPENDIX „A‟

WELINGKAR INSTITUTE OF MANAGEMENT DEVELOPMENT & RESEARCH

SUMMER PROJECT

ON

HOW TO INCREASE THE SALES OF AMUL FRESH DAIRY PRODUCT LASSEE AND DAHI.

BY

PGDM 2011 – 13 TRIMESTER IV

MARKETING

46

1

Certificate

2

along with the salesmen. I convey my regards to the whole staff. Mangesh. Mumbai. Veeral shah (Distributer Grant Road). Mr.M. Yogesh deserve special mention for ensuring co-operation towards my project at all times.. Vishal Anand and Asst. They were the pivot around which my project revolved. With immense pleasure.M. I would like to present this project report on AMUL PROBIOTIC LASSEE AND MASTI CUP DAHI for Gujarat Co-operative Milk Marketing Federation Ltd.F LTD. I am very much thankful to those people who give us their valuable time and related information about Amul. A memorandum part of life. willingly I prepared this particular project.ACKNOWLEDGEMENT An ambitious work of this kind.C. providing analytical review to the subject would have remained a concept rather than the finished product without cooperation of those who respondent to our request to contribute. 3 . which made my stay at G. Mumbai. I would like to express my sincere thanks to all those who helped me during my practical training programme. Manager. In the present world of competition and success. Sales of Amul. Words are insufficient to express my gratitude toward Mr. training is like a bridge between theoretical and practical working. & Manoj Enterprises Mr Nilesh (Lower Parel). The manager of Jinver enterprises Mr. Mr. Lastly.

NO CONTENTS PAGE NO. 1 Company Profile 5 2 Scope of Project 15 3 Amul Masti Dahi 16 4 Amul Probiotic Lassee 19 5 Identification of target Retail Outlets 20 6 Competitor Analysis lassee 21 7 Competitor analysis Dahi 22 8 Observations &Findings 24 9 Promotional activity 25 10 Finding and reconditions 26 11 Bibliography 27 COMPANY PROFILE 4 .TABLE OF CONTENT SR.

Its indispensability for all people. a new set of consumers who are willing to indulge and experiment with their taste buds. We have to prepare ourselves to face them. rural or urban. It is high time that we start working on our milk production as well as productivity to meet the coming demand. we promote Indian Olympic contingent for London Olympic 2012 and wish our team the very best. Currently. the middle class or consuming class has been growing in the country and by 2015 is expected to form 54% of the population as compared to 26% in 2003. it may be a double edged sword in retail. But this is just an average figure. per capita availability of milk in India is 280 ml per day which is higher than the WHO's minimum recommendation. with the replication of Anand pattern under the white revolution. cannot be contested. people still don't want to compromise on health and wellness. As our age progresses. However. With increasing population and income. This is however now changing with slow but steady growth in modern trade over the last 5 years which is expected to become two . the demand for milk is going to rise multifold in coming future. The same can also be inferred from the recent foray of large multinationals in these categories. With this idea. Government of India had recently proposed to permit up to 51% FDI in retail and 100% FDI in single brand retail. with increasing female work force participation and reducing time in today's busy life. Fortunately. This opens up new opportunities for ready milk based products that are nutritive and at the same time filling. the out-of home consumption has increased. The efficiency of these stores benefits only the 5 . We must be aware that milk producers get least returns from modern trade in most of the developed countries. are emerging. while consumption of milk is critical to infants. With the increasing affluence. This certainly does not augur well for milk producers.Amul‟s commitment of making milk available to every corner of the country comes from the fact that milk is the source of complete nutrition. Milk comes as an elixir for these problems. however penetration of organised retail has been low. Also. the most frequent problems that we come across are declining bone density and deteriorating digestive system. foreign investments have increasingly been coming in the Food Processing Industry and these players have been targeting the new growth segments in order to establish their hold. As per the NCAER report. While foreign direct investments boost many sectors with new employment opportunities and increased development. and the world's original energy drink. India. This is in line with a global survey on changing food consumption habits that highlights people are increasingly looking for convenience and premiumisation in food products. This is proven by the fact that the food categories that lead in India by growth are Ice creams and Cheese. we have been able to make this natural energy drink available to more and more people of India. It not only suits the taste buds of most of us. Hence.fold in the next 5 years. A study by Department of Industrial Policy and Promotion has shown that in the past. but also offers a balanced diet with every essential nutrient in required proportion. Retailing has been contributing significantly to India's GDP. it is imperative to maintain good health of adults too. like the United Kingdom. It is basically the best fuel for life. is a nation of shopkeepers. poor or rich. We actually need to ensure that it is available to every single person in the true sense and not in average terms.

a little boy get his cricket bat. has improved their retail outlets. In summary. closure of small stores and opening of large retail chains displace just as many jobs as they create friendly. labour policies of large retailers have not been employee-friendly for instance. they would not be able to maintain the farmer's share in consumer price. Furthermore. Liberal FDI policies in retail would not benefit Government's share of taxes as they would remain same irrespective of the format of retail. For instance. Farmers in USA and UK get only 38% and 36% share of consumers' money spent on milk respectively as per the International Farm Comparison Network data. but helping a little girl get school education. this share of milk producers has declined from 52% to 38% in USA and from 56% to 36% in UK. GCMMF has experience of dealing with several large retailers of the world. you are not helping a MNC CEO buy a third vacation home. In past one decade. unfavorable employer-employee relationships and anti-union policies. Local business use local resources and in turn pay for it resulting in improving community health. However. which is not the case for large chains as they have got everything centralised. some of the large retailers are often accused of below minimum wages. For instance. However. service levels and customer orientation significantly in response to the changing environment. Key question is whether the Organised retail trade would beable to operate at low margins as practised by GCMMF and other Co-operatives. failing which. right from interior decor to product procurement. Someone beautifully said that when you buy from small shops. the Indian milk producers get more than 70% on an average and the milk producers affiliated to co-operatives get more than 80% share of consumers' rupee. the modern retails and their deep pocket due to foreign investment will destabilize there tail trade which gainfully employs a very large section of society. poor working conditions. What we have experienced is that organized retail trade tends to be monopolistic. squeeze margins and always threaten the brands with cheaper substitutes. long credit period and arbitrary marketing expense. a mom put food on the table or a family repay a housing loan. it also affects community revenue by shifting away the money from the community. the large retailers will effectively kill innovation. There is heavy burden on manufacturer and marketer in terms of squeezed margin. the small retailer category of general trade in India that employs 32% of the Indian population. presentation. if largest and most reputed Indian corporate houses have invested in retailing in India. imports or finally in-store brands. we do not need to look to foreign investors to invest in Indian retail. Furthermore. As compared to that. In last 15 years.retailers as they seek more profits. SALES 6 . In our view. there has been practice of demanding more and more concessions and liberal policies from Government by the foreign organised retails. organized retail chains demand heavy discounts and rebates. It is this India that we need to believe in and care for.

68 billion). This is an impressive growth. The Cafe Amul concept is expected to witness further firming up during the coming year wherein we intend to add another 10 Cafes. Amul Ice cream has shown a growth of 12.315 which is almost 20% higher than the previous year's number of 5. our turnover was Rs. Amulya too has shown growth of 26% over previous year sales. At the same time we have maintained our position of No. Gulabjamun. sales of our Federation registered an impressive growth of 19. Cheese and Ice cream under the sub brands of Utsav and Rejoice.11. Amul Exclusive parlours have reached to total tally of 6. The highlight of the retailing business has been the introduction of the casual dine-in format "Cafe Amul". I am also pleased to note that our Federation has done remarkably well in most of our value-added consumer packs. In addition to taking nutrition through milk to our consumers. which contains whey based proteins. The average throughput per APO is also steady and growing. considering the shortage of milk we faced in the beginning two quarters of the year and that GCMMF has recorded a consistent 20% of growth rate for last five years. Revenue from the retailing business has witnessed an encouraging growth with an annual turnover of `460 crores. Amul Milk in pouches has shown an impressive value growth of 29%. Innovation and continuous development has been our mantra. The rate of growth has improved over the previous financial year wherein 965 Parlours were added at an average of approximately 3 outlets per day. We have also received allotment of milk stalls at important railway stations to take the total count of Amul milk stalls to 170 at Railway Stations.97. We have been continuously developing new ways and new recipes to give a rich brand experience to our discerning consumers. Amul PRO. RETAILING Retailing business at GCMMF Ltd. Last year. Our dairy whitener. Amul milk stalls in this segment not only come as an excellent revenue source but also provide top-class services to the travelling consumers.116.During the year. has received a fillip during the last financial year.000 by end of the year. DHA and other essential nutrients for proper development of mind and body. 1Ice cream brand in India leaving a wide gap with the nearest competitor.9. we launched frozen yoghurt under the brand name of Amul Flaavyo.350. We have also made a strong headway in Ice cream parlours and now boast of India's largest chain of Ice cream parlours with a total tally of 600. we also launched gift packs in Amul Flavoured Milk Cans. We shall continue to focus on our retailing initiative and would be aiming to take the total tally of Amul exclusive outlets to 10.774 crores (Rs.3% to reach Rs. Amul Lite Bread Spread and Amul Processed Cheese. With enhanced focus on new product development. 7 . Keeping developing consumer trends in mind. We have introduced some of our products in new contemporary pack designs – Amul Mithaimate sweetened condensed milk. Chocolates.74 billion).668 crores (Rs. Sale of Amul Dahi and Amul Buttermilk have grown by remarkable 41% and 27% respectively in value terms. we have launched our new malt based beverage. Our sales in Amul Cheese have shown consistent and very impressive growth of 23%.4% in value terms over the last year.

500 small towns overcoming the challenges posed by inadequate cold chain facilities.EXPORT I am happy to inform you that we had registered sale of `95 crores in exports of milk products. Storage and transportation processes are amongst few key focus areas in Federation. we organiseAmulYatra for our channel partners. Channel partners associated with us for decades have been our major strength. We will continue building on this strong base of customers in the coming year too. During the year. So far. To get exposure to our network of co-operative institutions. 750 distributors. Phenomenal success of this distribution approach in terms of generating sales volume has made it imperative that we continue this model to reach fast to still untapped markets of small towns and rural areas. We added more than 150 super distributors and established our reach in more than 2. Be it discipline in schedule of transporting stocks to distributors or optimal utilisation of available storage space. 2011 and the ban is still continued. Milk producers have 8 . There is a growth of 15% in consumer packs. Thus. we could get the benefit of faith of our loyal and trusted consumers across the globe.000 distributors relentlessly servicing more than a million retail outlets from dawn to dusk. Due to this we were not able to export milk powders. The unique combination of ambient. DISTRIBUTION NETWORK Improvement in both width and depth of distribution across urban and rural India continues to be the key focus in Federation. no stone was left unturned to ensure these initiatives. frozen and fresh distribution highways has always been our huge competitive advantage. However. we have more than 7. about 8. Last year we rolled out Hub-n-Spoke model of distribution to explore the huge potential markets of small towns and rural areas. in spite of ban on exports of milk powders. which is imperative in a competitive environment. CO-OPERATIVE DEVELOPMENT PROGRAMME GCMMF family welcomes two new Milk Unions namely Amreli District Cooperative Milk Producers' Union Limited and Bhavnagar District Co-operative Milk Producers' Union Limited as ordinary members. Government of India had banned export of milk powder since February.a significant landmark in our 38 year journey starting with 6 Member Unions. This has not only added efficiency in supply chain but also improved cost effectiveness of distribution channel. During the year we continued to support milk producers of Junagadh and Kutch districts to organise theirco-operative societies at village level. chilled.500 channel partners have got exposed to our co-operative institutions. our focus had always remained on selling consumer products which helps us in increasing our sales irrespective of world dairy product prices. as you know. We now have 15 ordinary members of GCMMF. Now. both for value-added dairy products and fresh milk have joined in our network.

390 BMC have already been installed and also implemented CMP training programme in these villages.000 potential village societies for installation of bulk milk coolers (BMC) and till date.332 VDCS (Village Dairy Co-operative Society) celebrated red tag day on "Gandhi Jayanti" . CLEAN MILK PRODUCTION Under our quality assurance programme for consumers. Jafrabadi and 9 .15 lakh milch animals have been made productive. GCMMF has supported the Member Unions for strengthening infrastructure for quality and clean milk production by implementing various Government of India. it has been decided to implement pure breeding programme with 100% pure bull semen. To enhance the level of cleanliness this year 8. To develop genetically superior animals with high milk productivity. and registered 3. Government of Gujarat and NCDC programmes. During the last five years. Inspired by the success of VMS at VDCS level. Our Member Unions have identified 4. till March 2012. has initiated "MahilaPashupalanTalimKaryakram" for women resource persons of the Member Unions and during the year. 486 women resource person have been trained under this programme. our Federation with technical collaboration and resources of Anand Agriculture University. pure breeding shall be implemented in Gir and Kankrej and in buffalo pure breeding shall be implemented in Mehsani.organised 794 village dairy co-operative societies and their district milk unions have become nominal members of GCMMF.662 village societies have prepared their mission statement and business plans under the initiative. Member Unions have implemented cleanliness module at 9. In cow. Under ICD. 555 village dairy co-operative societies have conducted their Vision Mission Strategy (VMS) workshops. Till date. facilitated by specially trained consultants. In order to strengthen knowledge and skill base of young girls and women of the villages about milk production management.860 village societies. FERTILITY IMPROVEMENT PROGRAMME Considering a long term vision to reduce infertile animal from their milk unions. Thrust areas of VMS have been planned to improve infrastructure and animal husbandry activities at milk producer level.48 lakh non-productive animals under FIP and out of this. 7. Continuing the cleanliness drive at village level.2nd October and the Unions also gave awards to the best performing VDCS. our Member Unions are implementing internal consultant development (ICD) intervention for developing self leadership among member producers and thereby enabling them to manage their dairy business efficiently leading to their overall development. prepared their mission statements and business plans for next five years. During the last twelve years. our Board had decided to implement Fertility Improvement Programme (FIP) from the year 2007-08. Member Unions have planned to upscale it. 3. they have implemented FIP in 4. 2.624 village societies. MILK PRODUCTIVITY ENHANCEMENT Our Board has envisioned integrated intervention to achieve the objective of higher production and productivity in milk.

T INTEGRATION We have successfully completed SAP ERP Application implementation across the enterprise enabling it to achieve better supply chain performance. The system helps improve planning and monitoring across the enterprise. due to intensive agriculture and deforestation. on Independence day. productivity and have more milk production. Our Federation has also enhanced its MPLS-based Virtual Private Network(VPN) Connectivity at all its sales offices. One of the difficulties in milk production is wide fluctuation in feed and fodder prices and its availability. drawing resource from the nature and hence requiring nature's support for its growth and development. to protect mother earth from pollution.000 calves in the initial phase. Every year. We have also developed animal productivity process systems in order to help animal productivity improvement and its tracking effectively. To counter this we started a programme through which our milk producers were encouraged to plant trees in their vicinity. climate change and global warming. it is our constant endeavour to surpass our previous performance and achieve greater heights as we continue to serve our producers and consumers. STRIDE TOWARDS EXCELLENCE At GCMMF. Non-descript and crossbred cowshall be upgraded to 100% Gujarat HF and 100% Gujarat Jersey. Over the years. This programme would help milk producers to maintain their animals economically and improve animal health.Murrah. With objectives of providing scientifically developed balanced mixed ration to animals. I. our Board has envisioned implementing total mixed ration programme. member unions. milk plants. our Board has envisaged implementing calf Rearing programme in which we plan to cover 48. During last five years. we have received five consecutive Good Green Governance award from Srishti during 2007 to 2011. fertility. 10 . This year. we are very proud to have received the Economic Times Corporate Citizen Award from Times Group for our contribution in socio-economic development of rural India. like agriculture is dependent on nature. For this activity. various natural resources have been depleted in Gujarat. all our milk producers' plant saplings of trees. To create good replacement stock and to include scientific calf rearing practices amongst farmers. SUSTAINBLE ECOLOGICAL DEVELOPMENT 'Green Amul Green India' Campaign Dairy farming. milk chilling centres and warehouses on a common communication backbone to strengthen and automate the supply chain operations. our members have planted more than 312 lakh trees and demonstrated their commitment towards preserving and contributing to improvement of the environment. marginal and small farmers' reluctance towards milk production. which has been causing landless. It is also my pleasure to inform that this year we have risen to 18th position among the milk processors of world as per IFCN ranking from 21st rank last year and are poised to break in to league of top 15 by the end of this year.

The NDP is expected to double our production in 15 years. it has been observed that poverty and deprivation is lesser. to meet the growing demand and keep prices affordable for consumers as well as increase returns for farmers. Its contribution to total agricultural output has increased from 15% in 1981-82 to 26% in 2010-11. Taking further our excellence in sales and marketing. supplies are unable to match demand. ROAD AHEAD India continues to be the largest milk producing nation. it still receives only 12% of total public expenditure on agriculture. share of private players has been continuously increasing. Thus. with production of 122 million MT in 2011-12. Most of this production is consumed domestically. I am pleased to note that with the National Dairy Plan (NDP). mainly due to deficiency of feed and fodder. Of late. Also. we need to ensure proper prices to farmers. However. This may be an alarming trend for farmers as well as consumers as private sector is known to capture profits and not serve both producers' and consumers' interests. Besides that. that it is the small and marginal farmers who are more dependent on livestock for income. the government is attempting to do the same. Area under cultivation of green fodder has been decreasing as farmers shift to more profitable cash crops. we were honoured with IDF Dairy Innovation Award 2011 in best new dairy drink for Amul Prolife Lassee and in best TV campaign category for Amul Master Chef. It also aims to grow the organised sector to handle 65% of the marketable milk surplus. growth of this sector is stifled by absence of policy focus. To avoid this there is a need to increase milk production in the country. Also. Despite this. India's livestock productivity is 20-60% lower than global average. milk processing industry is growing in India and about one third of dairy sector is organised. substantial part of the increased production needs to be converted to value-added products. it is well discernable from Planning Commission Report 2011.During the year we have also won the "Green Globe Foundation Award" at the Delhi Sustainable Development Summit 2012 for our mass tree plantation drive and contribution to environment by the milk producers of Gujarat. Currently. from current level of 11 . Wherever contribution of livestock to farm income is higher. To avoid this drifting away from dairying. Also this would increase contribution of co-operatives in marketable milk surplus compared to private players thus strengthening our rural economy and the livelihood of our farmers. This is another reason for increasing milk prices. This would also modernise the country's dairy sector. Economic contribution of live-stock surpassed that of food grains in 2002-03 and has since remained about 5-10% higher as per scientists at NCAER. yet at times. This has been putting pressure on milk prices as the deficit has to be met through costly occasional imports of milk and milk products. Co-operatives form 60% of the organised sector. to reduce dependence on occasional imports. This has led to doubling of fodder prices. depending upon the breed of cattle. it is important to improve productivity and production of milk in the country. This is about 16% of world milk production. improvement in wages due to NREGA and increasing industrialisation which is leading to migration of people have resulted in lack of interest of people in taking up dairying.

12 . dairy whitener. Milk co-operatives are currently taxed in the highest bracket of 30% + 3% education and higher education cess. We have made representations to the Hon. ice cream need to be reduced from 12. We have been following the policy of not exporting milk powders to foreign countries so that availability in our country does not get hampered. Dairy co-operatives provide products of mass consumption like milk. about 15 years ago. Prime Minister. It will also improve rural milk producers' income and result in overall socio-economic development in rural areas. is incurred with the help of income earned from supply of milk. should be taxed at lower rates than corporate. Thus. Milk co-operatives are primarily engaged in eradication of rural poverty and economic development of farmers in the country. cheese. In fact.5% to 4%. milk co-operatives are involved in rural development programmes by spending the money for improvements in productivity and on health of milch animals. Reduction of taxes considering the social and economical mission of milk co-operatives would help milk co-operatives to improve their services to both producers and consumers. who are primarily in the agriculture sector. at very reasonable rates to the consumers of India. water. thus introducing transparency and minimizing malpractices like adulteration in the system. This has made such products affordable for the common man to include them in his daily consumption. However. India has graduated from milk deficit country to largest milk producer in world. Considering dairy as a part of agriculture and exempting it from income tax. etc. butter. tax on the co-operatives was lower than the corporate rates and this difference should be maintained now as well. However. would incentivise the farmer for milk production. In the interest of consumers from all sections of society. boost milk products and improve consumers' health by way of better nutrition. the agriculture income is exempted from Income tax whereas income earned by farmers from supply of milk is taxable. Further. I have already mentioned how agriculture and dairying goes hand-in-hand.30%. We need to explore new opportunities and markets. When we plan to improve productivity as well as production. various expenditure on fertiliser. VAT rates applicable to dairy products like baby food powder. we also need to keep in mind the markets where such huge quantity of milk will be consumed. baby food. Union Ministers for Finance and Agriculture on this. ghee. etc. we feel that co-operative organisations like GCMMF and other state dairy federations who undertake commercial operations on behalf of millions of milk producers of India. Thus. However. our exports of milk and milk products still remain insignificant in comparison to the existing players. so as to increase consumer demand. the income from supply of milk helps small and marginal farmers to survive at the time of crop failure. by 2021-22. ice cream. Taxing is important as this way co-operatives contribute to the development of the country by way of paying income tax. We applaud Government's move to implement 111th Constitutional Amendment to insulate about six lakh co-operative societies from political and government interference and to strengthen the co-operative movement. income from milk also helps agriculture sector to grow and meet the demand of ever increasing population. ghee. butter. Further.

milk consumption is on the rise in the country.An Overview Year of Establishment Members No. the stocks of milk powders are poised to rise higher. A substantial portion of milk produced is converted into powders to be used in production of milk products during dry season. of Producer Members No. Thus.117 13. This will cause decline in the procurement price available to farmers. GCMMF .5 Billion) 13 . Besides export.201112) 1973 17 District Cooperative Milk Producers' Unions (16 Members & 1 Nominal Members) 3.We are expecting 127 million MT production of milk this year. per day 3690 Mts.18 Million 16. Since. High stocks of powder would result in falling price of raw milk as well as milk powder which is happening currently. This creates a significant need for making more and more of pure and unadulterated milk available to satisfy growing consumer demand. Milk forms part of the basic food basket and with increasing number of middle class families in India. we have already started receiving good quantity of milk.6 million litres (peak 13 million) 2011-12) Milk Drying Capacity Cattlefeed manufacturing Capacity Sales Turnover -(2011-12) 647 Mts. With increased milk production. of Village Societies Total Milk handling capacity per day Milk Collection (Total . we need to cater to the changing consumption pattern of milk in India itself. and would be detrimental to the farmers' motivation in milk production. we hope to be able to expand our reach further to every part of the country.88 billion litres Milk collection (Daily Average 10. This expansion is necessary so as to create a competitive environment in the new markets that would offer customers with vital choice of products. Opening of export markets would not only serve as outlet for excess of milk produced over the domestic requirements but also will keep the domestic prices stable. Over the past year we have been able to expand distribution to cover around 10 lakh retail outlets.67 Million litres per day 3. which is likely to reach 180 million MT by 2020. it is imperative to relook at our export policies. now when we plan to produce such large quantity of milk. We strongly feel that branded milk powders in consumer packs should never be banned. per day Rs. which is expected to continue. 11668 Crores (US $2.

WORLD WIDE PRESENCE OF AMUL. 14 .

Therefore it becomes necessary to understand. the company needs to understand what are the several factors affecting or influencing the existence of the product. and evaluate among the projected distribution model in a systematic manner and act accordingly for a more cemented existence in today‟s competitive market scenario. Besides this it is also very important for the company to make people aware of the pro-biotic culture of Amul LASSEE in a better manner so that potential target segment of the customers can be reached easily.SCOPE OF PROJECT In present market scenario customers are fairly exposed to a growing range of choices in the different brands of product & services. After going through this study it is ensure able that the company can have a clear view of the product in the long run. This study mainly focuses on making the existing distribution channel more effective in terms of time as well as cost. analyse. With the help of the study it can be easily said that for a product like Amul Masti Dahi (cup) which is targeted to the premium or upper segment of the consumers. 15 . This study will allow the company in giving them a better understanding of the distribution channel so that the demand of the premium segment can be catered in an effective and profitable manner by reaching the potential retail outlets in accordance with the time. And the choices are based on their perception of the brand and qualities of the product & services they are paying for.

The live micro flora in Amul Masti Dahi helps the digestive system and enhances the immune system‟s ability to fight harmful organisms. freshest pasteurized milk and it is free from added sugar and its doesn‟t contain any preservatives. enhances immune function of the body and encourages the body to function in the best possible and most natural way.AMUL MASTI DAHI “Amul Masti Dahi”. Amul Masti Dahi is a health conscious product because its having a probiotic nature contains live bacterial culture which increases milk digestibility. Amul Masti Dahi is prepared from purest. fats. magnesium. It improves the body‟s natural defenses and helps keep the body functioning at its best. iodine and vitamins. In amul masti dahi there are various contains such as proteins. maintaining proper temperatures to grow beneficial bacteria and to avoid growth of harmful bacteria. IMAGE 1:AMUL MASTI CUP DAHI 16 . phosphorous.e. Amul Masti Dahi is prepared from certified and selected bacterial culture which gives excellent curd and its also hygienically processed and packed in a reusable plastic tub as well as convenient pouch and thus free from Possible adulteration. It is ideal meal accompaniment and is delicious as well as nutritious by itself too. skin infections.The answer to making great tasting dishes is fresh.e. Free from unwanted bacteria and also its prepared with selected culture having pro health bacteria. Amul Dahi is prepared in controlled conditions i. carbohydrates. calcium. quickens recovery from certain types of diarrhea. Amul Masti Dahi is high on nutrition and taste. creamy and good quality dahi. The culture is developed after in depth research. It is pasteurized product i. zinc.

Existing market is not fully tapped & the company can increase presence by penetrating further.  Only 15 days self life  Improper supply Opportunity: Extension: Intensive advertisements and brand image.  Improper distribution channel. freshest pasteurized milk and it is free from added sugar. Product offering: Can offer wide variety of Dahi under umbrella of Amul Masti Dahi. Probiotic concept: Probiotic concept is the one of the unique features that is differentiate with any private level curd. Masti Dahi Advantage ➢ Amul Masti Dahi is prepared from purest. 17 . Weakness:  No Replacement. company has good scope future.e Amul Masti pouch Dahi and private level curd. There is no brand loyalty in the curd market and the consumer can change their brand. Threats: The major threat is his own product i. which is purely vegetarian thus providing quality confidence in the minds of the customer. ➢ Amul Masti Dahi is prepared from certified and selected bacterial culture which gives excellent curd ➢ Amul Masti Dahi is hygienically processed and packed in a reusable plastic tub as well as convenient pouch and thus free from possible adulteration. Indian Brand: The company is having Indian origin thus creating feeling of oneness in the mind of the customer.SWOT Analysis Strength: Good brand image: It manufactures only milk and milk products.

➢ Lactic acid in Amul Masti Dahi is helpful in absorption and utilization of calcium 18 . skin infections. phosphorous. quickens recovery from certain types of diarrhea. zinc. carbohydrates. calcium. ➢ Amul Masti Dahi contains all goodness of milk such as proteins. iodine and vitamins. ➢ Amul Masti Dahi having a probiotic nature contains live bacterial culture which increases milk digestibility. enhances immune function of the body and encourages the body to function in the best possible and most natural way. magnesium. fats.➢ Amul Masti Dahi is high on nutrition and taste.

which indicates an essential property of probiotic cultures. The health benefits of probiotic foods are improved digestion and nutrient absorption. Probiotics are living micro-organisms. So it‟s very natural for the people of Mumbai that they consume lassee almost on a daily basis.Amul Prolife Probiotic Lassee. As against Antibiotic. Pro-biotic means 'for life'. And then it is being made available to the retailer within 3 or 4 days‟ time period which in turn affects the sale of cup dahi due customer reluctance of backdated product. reduced blood cholesterol etc. Therefore it‟s crystal clean for the company that lassee of private level is most competent Element for them. Probiotics are beneficial bacteria that can be introduced into the digestive system through food like Amul‟s Probiotic Lassee. IMAGE2: AMUL PROLIFE LASSEE 19 . demonstrated health benefits on the consumer. the company needs to follow a critical distribution channel so that all the potential retail outlets could be reached easily in an effective manner to cater the noticeable demand for the premium product. But people of here are very concerned about the taste of lassee and they are fond of either homemade or lassee of private level which is sweet in taste or plain. which when ingested or locally applied in sufficient numbers confer one or more specified. Now when it comes to distribution channel for amul lassee which comes under the chilled category. which indicate a huge demand for lassee. Amul cup dahi which has self-life of 10 days reaches distribution point after 2 to 3 day of manufacturing. Apart from this there are brand like DANONE and Mahanada pouch dahi itself showing a real threat to Amul lassee to excel further.

:JINVER ENTERPRISE GRANT ROAD (W) 20 .TARGET RETAIL OUTLET (GRANT ROAD) MANISH STORES VIMAL BIDI SHRI GANESH SUDDHA SWEETS JHUNKAR BHAKRI SHUKLA AAREY SARITA M.J STORES DUKAN APKI WELCOME COCONUT CHEDHA STORES SHYAM JI PREMJI KAMAT KOKATA APPITIDE AAREY COLONY MAPCO MAPCO SHANTI SUPER MAKET SIDDHQI STORES PEDDER ROAD PEDDER ROAD PEDDER ROAD PEDDER ROAD WALKESHWAR WALKESHWAR WALKESHWAR BALGANGA TARDEO WARDEN ROAD TARDEO WARDEN ROAD CHOWPATI CHOWPATI GOWALI TANK NAPEANSEA ROAD NAPEANSEA ROAD PEDDER ROAD WARDEN ROAD WARDEN ROAD NEWELY ADDED STORES WHERE THERE IS NO SUPPLY OF AMUL LASSEE ASHOK CHAT MAHALAKSHMI MANDIR COMPOUND MAHALAXMI CHEMNIST MAHALAKSHMI MANDIR AMIT STORES MAHALAKSHMI MANDIR HIMALYAYA COLD DRINKS BHULA BHAI DESI ROAD DEV STORES MALABAR HILLS WD.

With quick replacement and electricity bill reimbursement upto 500rs. 8-10% to distributer. The size for mahanand is 160 ml for 18rs. i.e per piece a retailer gets an approximate margin of rs 6 to 8. Quantity of one piece is 160ml for 18 rs IMAGE 3:DANONE LASEE 2) MAHANAND Again the pricing policy is same as that of danone with a margin of approx.COMPETITORS ANALYSIS OF LASSEE 1)DANONE LASSEE. The pricing strategy of the danone for lassee is quite good for retailers. IMAGE4: MAHANAND LASSEE 21 .

Better margins as compared to amul and good replacement policy. with one day replacement policy of even expired products. 2) DANONE DAHI.COMPETITOR ANALYSIS OF AMUL MASTI DAHI 1) NESTLE DAHI The price of NESTLE dahi is 40rs for 400 grms and the cost is 40 rs. Rest approx. The margin is approx. 9 rs per piece if the retailer buys full box containing 12 pieces. IMAGE 6:DANONE DAHI. 22 . IMAGE 5: NESTLE DAHI. margin is 5-6 rs per piece. Providing fridge with a electricity bill payment upto 500rs/month.

Local Maharashtrian crowed is loyal towards chitle. Good margins to retailers as market size are less and less as compared to other brands.3) CHITLE DAHI. Available in all variant‟s starting from 100grm to 400 grms. IMAGE 7:CHITLE DAHI 23 .

Observation and Finding In order to get a brief about market of amul dahi and lassee I went to lower parel. For eg. pedder road. marine drive . There was a shortage of amul butter in previous year so the customer switched to nutralite butter and once the customer shifted to that brand the retailer forcefully offered nutralite to those customers. which forces the customers to switch to other brands. 24 . I have also observed that there is a shortage of dahi during the peak season. Mahalakshmi. For eg. I met one retailer who said directly that if the competitor of amul arises then it will be very difficult for amul to retain its market share because Amul‟s products require refrigerator and the same is not provided. Customers & retailers of lower parel were not that loyal to Amul as compared to their loyalty towards most of the Maharashtrian brands such as „Chitle‟. I observed a mixed response or perception about the brand loyalty. But at the same time when I visited to grant road and pedder road people were only demanding Amul dahi or lassee. The margins offered by amul in dahi and lassee to retailers are quite low as compared to other competitors even then the retailers are keeping its products which is a big thing. grant road etc.

During that I went to each store under our distributor(Jinver enterprises) with their salesman. With the help of that we distributed approximately 150 pieces/day for four days. of customers. This lead to an increase in the sales of amul regarding lassee as well as demand for the same was created. We did a research on existing stores regarding their performance in terms of sales and no. During promotional activity we offered 12 lassees at a price of rs10 only. Then we set a benchmark among existing stores and did our promotional activity from such stores.Promotional activity /In Shop Avtivity I started with a market research till two weeks. 25 . In shop activity gave a good boast in the sales of lassee. we tried to find out the type of customer base they serve. We majorly emphasized on finding out the market potential for lassee and competitive pressure by other rivals such as Mahanand.

 Launching of lassee was too late in the market. As well as for dahi if there are bulk demand by the retailer.Findings/Drawbacks  Puffing: The biggest issue was puffing of lassee packs.  Promotional activity wasn‟t huge enough so as to catch everyone‟s attention  Under my area (Pedder road. The major reason for that was change in temperature.  Supply chain: it takes 3-4 days for the product to reach the distributor & then 1-2 days more till retailer. We also found out that its competitors are providing retailers with refrigerators and some other stuff too for their comfort.  Attractive schemes should be provided to retailers for the launch of new products. Because in mid June the rainfall affected the sales.  Lassee should be sold in tetra packs to make it more hygienic and presentable. 26 .  Replacement policy (Dahi): we found out that it is very important to have a good replacement policy for perishable products to attract retailers as other competitors are fairly replacing their products quite easily as compared to amul. With a good and quick replacement policy.  Margin: Margins are too low to attract new retailers as compared to its competitors. which is very important for retaining them.  Variety: only few flavours are available as compared to others. Recommendations  Amul should provide a suitable fridge to accommodate its own products. Malabar hill) their was an association of all the retailers. So it was very difficult to launch a new product.  Improvement in supply chain by using more efficient and faster means of transport.

amul.BIBLOGRAPHY 1) http://www.co.in/ceo-interviews/value-many-amul 4) http://www.in/brands/mpn/MilkProducts 6).mahanand.cio.yakult. http://en.jsp 27 .in/bahar-lassi.wikipedia.com/m/about-us 2.nestle. http://www.org/wiki/Probiotic 3) http://www.in/ 5)http://www.

Sign up to vote on this title
UsefulNot useful