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Summer Project Report

(2012-13)

K J Somaiya Institute of Management Studies & Research Mumbai .

2012 . Neha Yadav Faculty K J SIMSR K J Somaiya Institute of Management Studies & Research May. Ankush Deshmukh Project Lead Amul Prof.Market & Sales Analysis of Probiotic Products of Amul & Study of its Competitors By Rasesh Shah 135 Under the guidance of Mr.

Rasesh Shah hereby declare that this project report is the record of authentic work carried out by me during the period from 2nd May to 30th June and has not been submitted to any other University or Institute for the award of any degree / diploma etc. Mr.DECLARATION I. Signature Rasesh Shah 135 Date .

To the best of our knowledge. this report is a product of the student’s own effort on the project conducted under our guidance and supervision. Rasesh Shah. Organizational Guide Ankush Deshmukh Designation Organization Gujarat Cooperative Milk Marketing Federation Ltd Address Mumbai Date .Certificate from Industry Guide This is to certify that Mr. a student of the Master in Management Studies has worked in our organisation on a project assigned by us.

Rasesh Shah. report or book.Certificate from Faculty Guide This is to certify that Mr. monograph. Organizational Guide Designation Organization Address Date . This Summer Project Report has the requisite standard and to the best of our knowledge no part of it has been reproduced from any other summer project. a student of the Master in Management Studies has worked under my guidance and supervision.

..........................................2 Indian Industry Overview ..........4 Measurement ........ 3.......2 Population Size .... 3............................................... Error! Bookmark not defined.............. 9 2......................... Error! Bookmark not defined.....2 GCMMF Overview:....... Error! Bookmark not defined...................................................................................2.........................2...........................................10 Financial background ....................................................................................................................................... 6 2.......................................2 Objective ............. Error! Bookmark not defined................................................................ 7 2................................18 3. 18 3......................................3 Places of Study ........................... 6 2..... Error! Bookmark not defined.................................... 3 1............................................................................................................................................................................................................................... 7 2...................... 28 .... 1 1..................................... 7 2..........7 Advertising by Amul: .................................................................................................................... 4 Company Profile ........................................3 Background of Topic ................................. 5 2............... 3....................................................................................................................Table of Contents 1....1 Introduction & History: ........................ 20 3..................................5 Distribution Network: .................1 Research Methodology ..........6 Managing Competition: ... 3.......................... 3............................................................................................... Error! Bookmark not defined......4 Description of work assigned .....................................8 Amul in abroad: ....................................... Error! Bookmark not defined..................................5 Analysis Techniques ...............................................4 Mission:.....................................................................2. 2....... 3. 8 2....................................................................2.................................................................................................................................................... 17 Description of Business Problem .............................. 7 2..4 Secondary Research ....................................3 Vision:.....................9 Industry background ..............................2..................................................................................................................................................... 3......2.............................................................................................. 5 2........................1 Work Assigned ......... 1 1. INTRODUCTION.......1 Scope of Study ...........................................................................................

...........6 Observation & Analysis .......................... Error! Bookmark not defined............................ Bibliography ........................ 3.......................... 4......................4 Recommendations .......................3 Conclusions .....................................................................................7 Analysis & Interpretation .......... 3........................ Error! Bookmark not defined... 3....... 39 ..................... Error! Bookmark not defined................4................................................................................................................................................1 Analysis..................................................................................................5 Description of work carried out .4 4.. 38 Appendices .............. Error! Bookmark not defined......... Error! Bookmark not defined.................. Error! Bookmark not defined................................... Error! Bookmark not defined.....4 4............................................1 Conclusion and Recommendation ..

14 Sample Data Page No.1.List of Tables Table No. Title 4.1.1 Percentage of Yoghurt & Curd Market share 4.3 Market Penetration of Probiotic Products 4.1.2 Yoghurt & Sour Products in India 4. .

10 Financials 3.List of Figures Figure No.5. .1 Sample of outlet covered 3.2 Sample of Audit Report Page No. Title 2.7 Market Share of different Amul Products 2.5.

1. .List of Charts Chart No.1 Percentage of customers consuming probiotic products 4. Title 4.2 Issues faced by Retailers Page No.1.

List of Abbreviations Abbreviation GCMMF WDO MT MR Full form Gujarat Cooperative Milk Marketing Federation Wholesale Distributor Office Management Trainee Market Research .

amul has managed to dominate the Curd market in Mumbai . Despite facing fierce Competition from local & global players..It was thus concluded that stocking decision of the new product in retail outlet depends on trust . On the basis of this work. Some of them included evaluation of sales of Products based on Order Retailer gives to Amul Sales Person. The Report evaluates various factors affecting sales of Amul fresh products & concludes with possible remedies to minimize them. The survey was conducted to analyze & understand reasons for awareness for various probiotic yoghurts & health drinks in Market. Yogurt Market & Hot beverages market in Mumbai vis a vis eyes of Retailers based on Research conducted in area assigned. The main objective of the report was to research about on going trends of Retail Outlets which seem to be the major reason for low placement of Amul Products in Retail Stores in the area assigned. The report highlights various reasons for success of other players in Probiotic Segment & perception of retailers & distributors for those Products .The Project also undermines the fact that how Amul has managed to maintain its Brand Image among Consumers but not satisfying Retailers. Amul Probiotic Lassi & Amul Pro .Amul Masti Dahi. The same does not hold true for its newly launched Products Amul Flaavyo (Flavoured Yoghurt) . The research is based on Open ended Questionnare put to Retail Outlets regarding Sales & Distribution of Amul Products viz. It focuses on the Reasons for low Placement of Amul Probiotic Products in Retail Outlets.Amul Probiotic Lassi & Amul Pro. There were many strategies implemented to generate the necessary data from retailers apart from oral interview. & other gifts provided by the Competitors. It was found that due the presence of strong competitors like Bournvita and Horlicks. It also enlightens the various schemes of the competitor brands offered to Retail Outlets.Amul Flaavyo. Also type of Schemes given by Competitors were also evaluated from Complimentary Refrigerator.The Research also brings to light the Problems faced by Amul Retailers & Distributors. The Project mainly focuses on current scenario of Curd Market. there is less awareness and instant purchase of Amul PRO. Open ended interview in form of a Questionnaire method was used to obtain the required information. While Amul flaavyo was not stocked & ordered at majority of Retail outlets due to its low sales & lack of awareness among Customers . which is very important to find observation and findings. it was analyzed with different charts and graph.EXECUTIVE SUMMARY This report was commissioned to analyse the sales & placement of Amul Probiotic Products in Retail Outlets. After data collection regarding sales analysis & retailer perception. It was observed that Danone got major share & enjoyed more placement in Retail Outlets among all other organized curd Products. suggestions were made which were very helpful for analyzing project report.

 Tie ups with Airline Industry & Five star Hotels to target High Class Society as potential Customers .  Creating awareness through kiosks in Multi brand Outlets.of the company and credit on the product. Few of those were :  Increasing Sales & Promotion activities of new Amul Products like Amul Pro & Amul Flaavyo  Advertising & Promoting Amul yoghurt as a “Price sensitive brand” thereby creating more awareness & demand among customers.  Allowing more margins to Retail Outlets in Amul Products . Based on the observations few recommendations were made which could add value to Amul Probiotic Segment. .