Summer internship report - AMUL (Marketing)

Summer Internship Project

Market Potential and Analysis of Competition for  Amul Slim and Trim Milk Sreeja Sahadevan

Introduction •

Dairy co-operative formed in 1946

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Owned by 3.1 m dairy farmers

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Brand managed by GCMMF

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Market leader in majority of segments it operates in

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Has 3 major divisions – Milk, Ice creams and Dairy.

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272 products in dairy segment.

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Known for best quality and taste

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Competitive pricing

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Most of the products are priced lower than the competition

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Intensive distribution

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Distributors and retailers

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Low expenditure on promotion

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Objectives ▫

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To determine the market share and market Potential of  Amul Slim and Trim Milk To analyse the competition their products and activities

Methodology ▫

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Primary Data Retail census Observation method Secondary Data Sales Records

Understanding the Market

Sr. No.

Name of the Outlet

Contact No.

Category 

 Visi Cooler  Yes/No

Chocolate Deep Dispenser Freezer  Yes/No  Yes/No

Distribution Process •  Working of the company and associates •

Remarks

Product List and Details •

List of all dry and wet products of Amul Product

Packing (no. in Packaging one carton)

MRP

Fat (%)

Shelf Life

Repositioning of Lite Milk

Strengths

 Weaknesses

The Amul Brand

Low Margin to retailer

Lowest Price

Less or no replacement

Lowest Fat Content

No schemes being offered

Longer Shelf life SWOT analysis

No Awareness

SnT Milk

Opportunities

Threats

 Areas with no availability of fresh milk Increase in number of health conscious people

Negative Publicity about UHT milk Retailer push strategies used by competitors

Slim and Trim Milk (Point of Purchase Promotion) and Activation of new Outlets for SnT Milk Purchase Activated – 38 •

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Salesman Incentive– Rs. 1

POP Placed - 31

 Customer Discounts – Rs. 3

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

Sale of UHT Milk (Consumer Preference) Sales Taaza

13%

Go Milk 

3% 3%

Nestle Silm Danone Slim

7%

50%

Sofit  Amul Gold

7%

Nestle Everyday  Danone

10% 7%

Sample Size - 30

Identifying Potential for Slim and Trim Milk

Tetra Milk (Y/N)

 Amul UHT Milk 

Product

 Avg. Stock 

Competitors

Product

 Avg. UHT milk Sale (monthly)

 Avg. Stock 

Number of stores having UHT milk- 177 No. of stores with SnT stock – 74

Schemes

Customers Regular (Y/N)

Remarks

Market Share (Stock at retail outlets) 4500 4000

3900 3500

3500 3000 2500 2000 1500 1000 500

80

0  Amul UHT (52%)

Nestle UHT (47%) Sales

Others (1%)

Existing Market Potential Product

Amount (Rs.)

 Amul UHT milk

10,44,000

Nestle UHT milk

9,44,000

Others (Danone, D’lecta, Gowardhan)

20,000

Potential market for Amul UHT

11,28,400

Amul Kool Display Contest • •

Improving Visibility Social Media Penetration

Distributors Data •

Helps in forming new distributors.

Name Of the Agency 

Contact person

Mob No.

Brands Operated

Reputation

CSR Activity - Vidya Awards

 Awards and Certificates for 10th and 12th Standard Toppers

Recommendations •

Meetings and Sessions for salesmen

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Follow up mechanisms for outlets missed

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Buying display space in retail outlets

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Continuing the scheme for SnT milk for retailers interest

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Using different forms of POP promotions

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New mechanism to distribute incentives to salesman

Thank You