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Summer internship report - AMUL (Marketing)
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Summer internship report - AMUL (Marketing)
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Sreeja Sahadevan
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Summer Internship Project
Market Potential and Analysis of Competition for Amul Slim and Trim Milk Sreeja Sahadevan
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.
•
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
•
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
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 •
•
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
•
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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