WINTER

INTERNSHIP
Presented by: PROJECT
Trisanka Banik
2019-1605-0001-0006
OT COMPANY INFORMATION
L
1. PROMOTER’S OF AMUL

PROMOTERS
Shri Dr.
Shri Shri Morarji Vallabh Verghese
Tribhuvan Desai Bhai Kurien
Das Patel
•ORGANISATIONAL STRUCTURE
Chairman

Board of Directors

Zonal Zonal Zonal Zonal

Manager Manager Manager Manager

Branch Branch Branch Branch

Manager Manager Manager Manager

Marketing Finance
& Sales

Officer in
Charge

Field Force
Representative

Pilot
Salesman
Bcg matrix
Gujarat
Gujarat Co-operative
Co-operative Milk
Milk Marketing
Marketing Federation
Federation Ltd.,
Ltd., (GCMMF)
(GCMMF) whichwhich markets
markets the
the
popular
popular Amul
Amul brand
brand of
of milk
milk and
and dairy
dairy products
products has
has registered
registered aa turnover
turnover of
of Rs.
Rs. 33,150
33,150
Crores
Crores for
for the
the financial
financial year
year 2018-19
2018-19 which
which ended
ended on
on 31st
31st March
March 2019.The
2019.The sales
sales
turnover
turnover achieved
achieved by
by GCMMF
GCMMF is is 13%
13% higher
higher than
than the
the previous
previous financial
financial year.
year.
 SEGMENTATION, TARGETING &
POSITIONING OF Amul

GEOGRAPHIC DEMOGRAPHIC BEHAVIOURAL PSYCHOGRAPHIC Targeting -

P/M M1 M2 M3

P1      

P1      

 Region  Age  User Status  Lifestyle

P1      
 Gender  Usage Rate  Personality
 Occupation  Buying
Motives
Positioning –
 Full Market Coverage.
 Top of the mind
positioning.
 BUSINESS FINANCE
[ Comparison of 2017-18 to 2018-19]
INCOME
 Total Income of the company increased by 11.27%.
 Sales turnover increased by 11.34%.
EXPENSES
 
 Total Expenses increased by 11.29% during the year.

 Earning before tax increased by 8.33%.

 Profit For The Year increased by 6.49%.
 
ASSETS:
 Non-Current assets of the company increased by 11.45%.
 Current Assets of the company decreased by 0.59%.
 Total Assets of the company increased by 4.68%.

Equity & Liabilities:

 Total Shareholder’s fund increased by 9.50%.
 Non-Current Liabilities increased by 4.48%.
 Current Liabilities of the company increased by 3.27%.
 Total Liabilities is increased by 4.69%.
 
 
 INTERNSHIP SUMMARY
 
 Dealing with retailers,
 Promote their product, particularly Amul pouched milk,
 Pitching their product,
 Increasing visibility and awareness,
 Research on the competitors,
 Research on their fresh paneer product and paneer’s competitors.
 Giving ideas on various schemes and providing feedback.
 PROJECT FINDINGS
 I was assigned under NIKU ENTERPRISE.
 Distributor – Mr. Barman.
 Location Covered by NIKU ENTERPRISE – Panjabari, Narengi, Ganeshguri & Hengrabari.
 Total Beats – 3
 Beats covered by us - 2 (NIKU Enterprise & Narengi Tiniali Point).
 Lead Time –
 AM – 1st Retailer – 15-20mins. Last Retailer – 3 Hours.
 PM – 1st Retailer – 15-20mins. Last Retailer – 3 Hours.
 Total Retail Universe of the assigned area – 150+
 Total Retailers covered by NIKU Enterprise –
 Total Average Sales Of NIKU Enterprise at the time of joining(In Ltrs.) –
 AM Outlet Sales – 769.5 Ltrs.
 PM Outlet Sales – 1150 Ltrs.
 Total – 1919.5 Ltrs.
Variants of Pouched Milk Sold by NIKU Enterprise –
 AM Outlets –
Avg. Sales(Ltrs.)
600
500
512
400
300 371.5
200
100
104.5
0
Amul Tazaa Amul Shakti Amul Gold
Avg. Sales(Ltrs.)

 PM Outlets –
Avg. Sales(Ltrs.)
500
400 419.5
300
200
100 161
114
0
Amul Tazaa Amul Shakti Amul Gold
Avg. Sales(Ltrs.)
 COMPETITOR’S
ANALYSIS
Purabi Standard Pouched Milk
PROFIT MARGIN OF POUCHED MILK
MRP Fat SNF Retailer's Margin

25 4.50% 8.50% Rs 1.25/ Packet TO RETAILERS COMPARED TO OTHER

BRANDS –
Purabi Smart Pouched Milk

MRP Fat SNF Retailer's Margin

PROFIT MARGIN OF POUCHED MILK TO RETAILERS
PROFIT MARGIN
27 3.00% 8.50% Rs 1.25/ Packet
2.5

2 2
Sudha Standard Pouched Milk
1.5 1.5
MRP Fat SNF Retailer's Margin 1.25 1.25
1
27 4.50% 8.50% Rs 1.25/ Packet

0.5

Sitajhakla Pouched Milk

0
PURABI SUDHA AMUL SITAJHAKALA
MRP Fat SNF Retailer's Margin

27 3.20% 8.30% Rs 2/ Packet

BEFORE INTERNSHIP, Total Avg. Sales OF NIKU Enterprise -
Avg. Sales
1000
931.5
800
600
532.5
400
200
218.5 223
0
Amul Tazaa Amul Shakti Amul Gold Dahi

Avg. Sales

AFTER INTERNSHIP, Total Avg. Sales OF NIKU Enterprise -

Chart Title
1200

1000 38
800
600
11
931.5
400
532.5 5 12.5
200
218.5 223
0
Amul Tazaa Amul Shakti Amul Gold Dahi

Avg. Sales Addition

 Live Kiosk Activity
Kiosk Activity (Daily Sales)
 
Day Amul Tazaa Amul Shakti Amul Gold Dahi Total

Variants 500 ml. 500 ml. 500 ml. 400 g. 1 Kg.

Day 1 0 5 0 0 0 5
Day 2 2 5 0 0 0 7
Day 3 8 16 5 8 0 37
Day 4 0 37 0 11 2 50
Total 10 63 5 19 2 99

Variant Sales Day Sales

Sales Sales
70 60
60 63
50 50
50 40
40 37
30
30
20 20
19
1010 10 7
5 2 5
0 0
Amul Tazaa Amul Shakti Amul Gold Dahi(400 g) Amul 1 Kg Day 1 Day 2 Day 3 Day 4
Presented BY
THANK YOU

Trisanka banik