University of Mumbais

ALKESH DINESH MODY INSTITUTE FOR

FINANCIAL AND MANAGEMENT STUDIES

A SUMMER INTERNSHIP PROJECT REPORT ON

Launch Plan of Amul Prolife Probiotic Lassee through Milk Distribution

Highway in Andheri to Goregaon Market.
 Objective
Primary
To launch Amul Probiotic Lassee in the
area of Andheri, Jogeshwari &
Goregaon and create a potential
market for the product.

Secondary
To conduct market research and do
competitive analysis of lassee in the
given area.
 GCMMF: : An Overview
Members: 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 9.2 million litres

(Daily Average 2010 -11):

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 Turnover
Sales 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 organismsare livemicroorganismsthat are thought to be beneficial to the
host organism. Probiotics are commonly consumed as part offermentedfoods with
specially added active live cultures; such as inyogurt,soy yogurt, or asdietary
supplements

Availability
food products: yogurt, smoothies, milk and juice
dietary supplements: pills or powders

Benefits
Helpful against diarrhoea , irritable bowel syndrome, rotavirus, Clostridium difficile,
colds and flu, eczema, bladder cancer

Risks
Mild 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 around
2013-14 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:
Composition 200 ml Glass
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 LASSEE
Strength: Weakness:
Appetizing Rose Flavour Less Margin
Already well established Poor packaging in the initial
brand name Amul stages
Healthy probiotic lassee Not easily accepted because of
whose quality is much better
than loose lassee the new segment probiotic
products
Follows the same distribution
network as that of Amul milk. Lack of Refrigerators to retailers

Opportunities: Threats:
Good potential market Fear of new entrant into the
Limited competition from market
organized players
Other existing probiotic products
in the market
 LAUNCH STRATEGY
Model used to launch Amul Prolife Lassee in the area of Andheri, Jogeshwari
& Goregaon as follows:

Visit to Retailers

Provide them proper

Scheme information about the
Product

Shelf Life Margin

Generate sales

Feedback from retailers

Replaceme
Price
nt Policy
 Task Performed:
1. Visit to retailers: Following Area Covered
Location Area

Shere Punjab, Poonam Nagar

Andheri East
JB nagar, MIDC Seepz
Sahar Road
Marol, Chandwali
Majaswadi
Jogeshwari East Income Tax
Hema Industries
Location Area

Aarey Road
Goregaon East
JP Road
Dindoshi
SV Road, Link Road
Andheri, Jogeshwari, Goregaon (West) Four Bunglows, Seven Bunglows, Versova
Prabodhan

2. Provide Information about the

product
Piece
Size
1 Cup Amul Prolife Lassee
200 ml
Retailer price Rs. 09.60
M.R.P Rs. 12
Margin Rs. 2.40
3. Sell the Product
4. Feedback

Other Strategies adopted:

Provide Schemes/Offers
Provide Banners for Advertisement

Competitive analysis
 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 wasnt 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

 PRIMARY TABULATION & INTERPRETATION: CONSUMER
(Sample size 100)
Awareness about Amul Prolife Lassee If yes, do you consume probiotic foods?
If No, would you like go for probiotic products

Yes 15% 10%

33%
No Yes Yes
67%
85% No 90% No

Frequency
Probiotic Brands that come to mind Packaging
Everyday
4% 5% Alternate
1% 3%
Yakult 6% day
10% Can
36% 55% 5% Weekly 37%
Amul
Pouch
Mother 85% Monthly 45%
dairy 7% Glass Bottle
Never
Tetra Packs

Amount you would spend for one time consumption

Prefered Quantiity
Occupation
< 15 Service
200 ml
9% 9% 7% 15-20 Business
300 ml
22% 43% Students
500 ml 20-25 19% 27%
37% 46%
25-30 12% Housewives
1000 ml
26%
42%
 Primary Tabulation & Interpretation: Retailer
(Sample size: 40)
Awareness of Probiotic Products Frequency of delivery
Appropriate Advertising Medium
Everday
11%
43% Alternat
57% Yes 54% 36% e
TV
No Weekly
Newspa
24%
per
45%
Top Of Mind Awareness
Packaging People Demand 20% Hoardin
11% g
Can
Amul Magazin
15% 6% Pouch e
7% 5% Yakult
31%
23% Glass
Mother Dairy 45%
57% Nestle 11%
Bottle
Expected Percentage of Margin
Pet Bottle
Tetra Pack

Preferred Quantity
Which Brand of Probiotic foods do you stock 10-
31% 20%
Amul
6% 4% 17% 9%
Yakult 200 69% 20-
36% 54% ml 30%
Mother 29% 45%
Dairy 300
ml
Nestle
 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.

Conclusion
Amul 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.