summer internship report - amul (marketing)
TRANSCRIPT
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Summer Internship Project
Market Potential and Analysis of Competition for
Amul Slim and Trim Milk Sreeja Sahadevan
Roll no. 49
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Introduction
Dairy co-operative formed in 1946
Owned by 3.1 m dairy farmers
Brand managed by GCMMF
Market leader in majority of segments it operates in
Has 3 major divisions Milk, Ice creams and Dairy.
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272 products in dairy segment.
Known for best quality and taste
Competitive pricing
Most of the products are priced lower than the
competition
Intensive distribution
Distributors and retailers
Low expenditure on promotion
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Objectives
To determine the market share and market Potential of Amul Slim and Trim Milk
To analyse the competition their products and activities
Methodology
Primary Data
Retail census
Observation method
Secondary Data
Sales Records
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Understanding the Market
Distribution Process
Working of the company and associates
Sr. No. Name of the Outlet Contact No. Category Visi Cooler
Chocolate Dispenser
Deep Freezer Remarks
Yes/No Yes/No Yes/No
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Product List and Details
List of all dry and wet products of Amul
Product Packaging Packing (no. in
one carton) MRP Fat (%) Shelf Life
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Repositioning of Lite Milk
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Strengths
The Amul Brand
Lowest Price
Lowest Fat Content
Longer Shelf life
Weaknesses
Low Margin to retailer
Less or no replacement
No schemes being offered
No Awareness
Opportunities
Areas with no availability of fresh milk
Increase in number of health conscious people
Threats
Negative Publicity about UHT milk
Retailer push strategies used by competitors
SWOT analysis
SnT Milk
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Slim and Trim Milk (Point of Purchase Promotion) and
Activation of new Outlets for SnT Milk
Purchase Activated 38
POP Placed - 31
Customer Discounts Rs. 3
Salesman Incentive Rs. 1
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Competitor Analysis for SnT
Competitors
1.Danone Milk
2.Danone Slim
3.Nestle Everyday
4.Nestle Slim
5.Go Milk
6.Sofit Milk
7. Other Amul UHT Milk
products- Amul Taaza,
Amul Gold
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Sale of UHT Milk (Consumer Preference)
50%
7%
10%
7%
7%
3%
3%
13%
Sales
Taaza
Go Milk
Nestle Silm
Danone Slim
Sofit
Amul Gold
Nestle Everyday
Danone
Sample Size - 30
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Identifying Potential for Slim and Trim
Milk
Tetra Milk
(Y/N)
Amul UHT Milk Competitors Avg. UHT milk Sale (monthly)
Schemes Customers Regular
(Y/N) Remarks
Product Avg.
Stock Product Avg.
Stock
Number of stores having UHT milk- 177 No. of stores with SnT stock 74
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Market Share (Stock at retail outlets)
3900
3500
80
Amul UHT (52%) Nestle UHT (47%) Others (1%)0
500
1000
1500
2000
2500
3000
3500
4000
4500
Sales
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Existing Market Potential
Product Amount (Rs.)
Amul UHT milk 10,44,000
Nestle UHT milk 9,44,000
Others (Danone, Dlecta, Gowardhan) 20,000
Potential market for Amul UHT 11,28,400
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Amul Kool Display Contest Improving Visibility Social Media Penetration
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Distributors Data
Helps in forming new distributors.
Name Of the Agency Contact person Mob No. Brands Operated Reputation
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CSR Activity - Vidya Awards
Awards and Certificates for 10th and 12th Standard
Toppers
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Recommendations
Meetings and Sessions for salesmen
Follow up mechanisms for outlets missed
Buying display space in retail outlets
Continuing the scheme for SnT milk for retailers interest
Using different forms of POP promotions
New mechanism to distribute incentives to salesman
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Thank You