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STUDY ON NEW PRODUCT LAUNCH OF

Amul

Largest Food Brand And Business In India

Founder Of The Amul Company


Dr Verghese Kurien, the Chairman of the GCMMF (Gujarat Co-operative Milk Marketing Federation Ltd), an apex cooperative organisation, based in the in Anand town of Gujarat, India.

COMPANY PROFILE
Amul GCMMF Type of Organisation Type of Industry Anand Milk Union Limited Gujarat Co-operative Milk Marketing Federation Ltd.

Founded In
Founder Chairman

Amul
Dairy

Co-operative Society

14th December, 1946

Dr. Verghese Kurien At present- P.G.Bhatol

Headquarter
Product Revenue Number of Employees

Anand, Gujarat
Milk and Milk related products. 2.5 Billion (2011-2012) 735 for marketing. However, real pool consists of 3.18million milk producer members.

Website

vikas pawaiya www.amul.com

GCMMF Today
Members: No. of Producer Members: No. of Village Societies: Total Milk handling capacity: Milk collection (Total - 200708): Milk collection (Daily Average 07-08) 13 district cooperative milk producers union 2.7 million 13,141 10.21 million liters per day 2.69 billion liters

7.4 million liters

Milk Drying Capacity:


Cattle feed manufacturing Capacity: Turnover 2011-12

626 Mts. per day


3090 Mts. per day Rs (million) 118268 US$ (million)2628

INTRODUCING

Amul

vikas pawaiya

OBJECTIVES OF THE STUDY


To study New Product Launch of Amul.

To study how to create awareness of AMUL Pro in Sangli market.


To study about other malt based food beverage in the market. To check the promotional tools and its effectiveness. To know and understand the reasons of acceptance and non acceptance of the new product from the retailers as well the consumers.

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SCOPE OF THE STUDY


The main scope of the project is to gain market share in milk beverages. It will help company to know about the effectiveness of the promotional tools.

They also want to capture the medical store as well


To get the overall market view.
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LIMITATIONS OF THE STUDY


No Respondents. Biased opinion. Lack of awareness of respondents. Less promotional activity. No proper Distribution channel.

Research Design

RESEARCH METHODOLOGY Exploratory Design


RETAILERS CUSTOMERS
30 SANGLI (houses) 70 SANGLI (Retail Outlets Medical shops)

Sample Size Sampling TechniqueSTRATIFIED RANDOM SAMPLE(Geographical area) Method used for data collection- PRIMARY DATA

and

Personal Interview Method through Questionnaire

Questionnaire Method

SECONDARY DATA

AREAS COVERED
1. College Corner. 2. 3. Police line, Risala Road, Panchamukhi Maruti Road. Stand Road.

OBJECTIVES

4. Vishrambag( chandani chowk, Kisan Chowk, Ganpati Mandir road, Savarkar Colony) 5. Gaav Bhag.

OBJECTIVES DATA PRESENTATION,


ANALYSIS AND INTERPRETATION
Which malt based food do you sell?

OBJECTIVES DATA PRESENTATION,


ANALYSIS AND INTERPRETATION
Are u aware of Amul Pro?

OBJECTIVES DATA PRESENTATION,


ANALYSIS AND INTERPRETATION
Have you seen the advertisement of Amul Pro?

OBJECTIVES DATA PRESENTATION,


ANALYSIS AND INTERPRETATION
) Do you stock other Amul products?

OBJECTIVES DATA PRESENTATION,


ANALYSIS AND INTERPRETATION
Are you satisfied with the service provided by local distributor of Amul?

OBJECTIVES DATA PRESENTATION,


ANALYSIS AND INTERPRETATION
What do you think about the packing of Amul Pro?

OBJECTIVES DATA PRESENTATION,


ANALYSIS AND INTERPRETATION
Are you satisfied with the price of Amul Pro?

OBJECTIVES DATA PRESENTATION,


ANALYSIS AND INTERPRETATION
Do you think Amul Pro will generate good demand?

CUSTOMERS FEEDBACK STUDY

OBJECTIVES

FINDINGS OF THE STUDY

OBJECTIVES

CONCLUSIO N
For launching of any new product proper study has to make which AMUL did very nicely(did R&D for nearly 4 years before jumping in this sector).

Brand image Is very important and not broken easily but takes a lot of time to form If a person takes AMUL PRO there are possibilities that he may take the same product again as it tastes good than the competitors product.
The price is low compared to other product so it has got an advantage. The distribution channel is not much good in this place.

OBJECTIVES

CONCLUSIO N
For launching of any new product proper study has to make which AMUL did very nicely(did R&D for nearly 4 years before jumping in this sector).

Brand image Is very important and not broken easily but takes a lot of time to form If a person takes AMUL PRO there are possibilities that he may take the same product again as it tastes good than the competitors product.
The price is low compared to other product so it has got an advantage. The distribution channel is not much good in this place.

RECOMMENDATIONS
Promotional activities must be given more importance. After sometime introduce the small packets also. Taste marketing for customers must be done. Proper placement of products to retailers. Support Retailers.

RECOMMENDATIONS
Promotional activities must be given more importance. After sometime introduce the small packets also. Taste marketing for customers must be done. Proper placement of products to retailers. Support Retailers.

BIBLIOGRAP HY
http://www.amul.com http://www.indiandairy.co.in/ www.google.com

OBJECTIVES