Summer Internship Report OnPlacement and Promotion of AMUL PRO

Completed atAmul India, Mumbai.Duration: 03/05/2012 to 03/07/2012

ByRequired For Partial Fulfillment of M.M.S. Program

Under The Guidance Of

For The Academic Year

Submitted To

.

CERTIFICATE

This is to certify that the study presented to the, in part completion of the MMS under the title PLACEMENT OF AMUL PRO has been done under the guidance of and Deputy Manager cum Branch Manager Mr., Amul India, Mumbai.

The project is in the nature of original work that has not so far been submitted for any program of or any other University / Institute. References of work and related sources of information have been given at the end of the project.

(Project Guide)

(Director) .

AKNOWLEDGEMENT

It has been great pleasure for me to work asa summer trainee in an esteemed organization like Amul India, which made me aware of the culture followed in the organization and gave me a great exposure.

The project work has been made possible through direct and indirect co-operation of various persons for whom I wish to express my appreciation and gratitude.

I shall remain grateful to Prof Ms. for her incisive support and objective guidance during the project. Iam also grateful for thekind co-operation and guidance provided by our DirectorProf and Project Guide, without which theproject could not have been completed successfully.

Once again I express my gratitude to Deputy Manager cum Branch manager Anand, Amul India, Mumbai for their kind co-operation.

Last but not the leastI thank my parents and friends who gave me moral support throughout.

Thank to you all.

ContentsAKNOWLEDGEMENT2PROJECT TITLE5IDENTIFY THE PROBLEM6Scope of the project6Objective of the Project6AMUL7Introduction:7Official Sponsor of Olympic - 201211SOCIAL AWARENESS OF AMUL13INTRODUCING AMUL PRO15PRODUCT DETAILS18Product Specifications19Market Share of Malt Beverages Product in India21Marketing Objectives22SWOT Analysis of Amul Pro27Competitors29STP Segmentation, Targeting and Positioning30RESEARCH METHODOLOGY31FINDINGS32SUGGESTIONS33RETAILERS FEEDBACK34CONCLUSION35RECOMMENDATIONS36BIBLIOGRAPHY37

PROJECT TITLE

The objective is this project is toevaluate the pattern of Placement and Promotion ofAmul Pro.

This topic has been selected by me to know the whole process involved in the distribution and placement in particular area at Mumbai.

This also involved meeting withdifferent retail outlets individuals. This has given me exposure in the real market and to analyse the real market situation.

Another reason is to find out the opportunities that exist in this segment.

To accomplish these objectives aswhole it involves meeting with different wholesalers, retailers and customers and collecting feedback from them

IDENTIFY THE PROBLEM

To study themarket segmentation, promotion & placement of Amul Prointhe Mumbaimarket

Scope of the project

The project will extendits periphery in proving information about presentpractices capabilities, vulnerabilities, and future directions of Amuls. Italso helps in understanding the market of Mumbai city.

It also entails understanding domestic marketing and product strategies along with the study of capabilities of competitors and prices quoted by them. Quality, service, and pricing factor of products are also an important part ofthe study

Objective of the Project

To study the market share of Amul in Mumbai region.

To study thecompetitor market offerings.

To make a comparative study of Amul products with the others.

To study theservice provided to the retailers ofdifferent brands.

To study thepromotion and placement of Amul Pro in Mumbai region.

AMUL

Introduction:AMUL means "priceless" in Sanskrit. Thebrand name Amul," from the Sanskrit "Amoolya was suggested by a quality controlexpert in Anand. Variants, allmeaning priceless", are foundin several Indianlanguages. Amul (Anand Milk Union Limited), formed in1946, is a dairy cooperative movement in India. It is brand name managed by Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by 3.03 million milk producers inGujarat, India.The Birth of Amul It all began when milk became a symbol of protest Founded in 1946 to stop the exploitation by middlemen Inspired by the freedom movement

The seeds of this unusual saga were sown more than 65 years back in Anand, a small town in the state of Gujarat in western India. The exploitative trade practices followed by the local trade cartel triggered off the cooperative movement. Angered by unfair and manipulative practices followed by the trade, the farmers of the district approached the great Indian patriot SardarVallabhbhai Patel for a solution. He advised them to get rid of middlemen and form their own co-operative, which would have procurement, processing and marketing under their control.

In 1946, the farmers of this area went on a milk strike refusing to be cowed down by the cartel. Under the inspiration of Sardar Patel, and the guidance of leaders like Morarji Desai and Tribhuvandas Patel, they formed their own cooperative in 1946.This co-operative, the Kaira District Co-operative Milk Producers Union Ltd. began with just two village dairy co-operative societies and 247 litres of milk and is today better known as Amul Dairy. Amul grew from strength to strength thanks to the inspired leadership of Tribhuvandas Patel, the founder Chairman and the committed professionalism of Dr VergheseKurien,who was entrusted the task of running the dairy from 1950.

The then Prime Minister of India, Lal Bahadur Shastri decided that the same approach should become the basis of a National Dairy Development policy. He understood that the success of Amul could be attributed to four important factors. The farmers owned the dairy, their elected representatives managed the village societies and the district union, athey employed professionals to operate the dairy and manage its business. Most importantly, the co-operatives were sensitive to the needs of farmers and responsive to their demands.

At his instance in 1965 the National Dairy Development Board was set up with the basic objective of replicating the Amul model. Dr.Kurien was chosen to head the institution as its Chairman and asked to replicate this model throughout the country.

AMUL is based in Anand town ofGujarat and has been a sterling exampleof a co-operative organization's success in the long term. It isone of the best examples ofco-operative achievement in the developing world. "Any one who has seen ... the dairy cooperatives in the state ofGujarat, especially the highly successful one known as AMUL, will naturally wonder what combination ofinfluences and incentives is needed to multiply such amodel a thousand times over indeveloping regions everywhere. The Amul Pattern has established itself as a uniquely appropriate model for ruraldevelopment.Amul hasspurred the White Revolution of India, which has made India the largest producer of milk and milk products in the world. It isalso the world's biggest vegetarian cheese brand.

Amul is the largest food brand in India and world's Largest Pouched Milk BrandBesides India, Amul has entered overseas markets such as Mauritius, UAE, USA, Bangladesh Australia, China, Singapore, Hong Kong and a few South African countries. Its bid to enterJapanese market in 1994 had not succeeded, but now it has fresh plans offlooding the Japanese markets. Other potential markets being considered include Sri Lanka. Dr Verghese Kurien, former chairman of the GCMMF, is recognised as the manbehind the success of Amul.

AMUL

TypeCooperative

IndustryDairy

Founded1946

HeadquartersAnand, Gujrat, India

Key PeopleChairman, Kheda District Cooperative Milk Producers Union Limited. (KDCMPUL)

ProductsListing product is given below

Revenue$ 2.5 billion 2011-12

Employee735 employees of Marketing Arm. However, real pool consists of 3.03 million milk producer members.

Web sitewww.amul.com

GCMMF is India's largest exporter of Dairy Products. It has been accorded a "Trading House" status. Many of our products are available in USA, Gulf Countries, Singapore, The Philippines, Japan, China and Australia. GCMMF has received the APEDA Award from Government of India for Excellence in Dairy Product Exports for the last 13 years. For the year 2009-10, GCMMF has been awarded"Golden Trophy'for its outstanding export performance and contribution in dairy products sector by APEDA.

For its consistent adherence to quality, customer focus and dependability, GCMMF has received numerous awards and accolades over the years. It received the Rajiv Gandhi National Quality Award in 1999 in Best of All Category. In 2002 GCMMF bagged India's Most Respected Company Award instituted by Business World. In 2003, it was awarded the IMC Ramkrishna Bajaj National Quality Award - 2003 for adopting noteworthy quality management practices for logistics and procurement. GCMMF is the first and only Indian organisation to win topmost International Dairy Federation Marketing Award for probiotic ice cream launch in 2007.

The Amul brand is not only a product, but also a movement. It is in one way, the representation of the economic freedom of farmers. It has given farmers the courage to dream. To hope, to live.

GCMMF - An Overview

Year of Establishment1973

Members17 District Cooperative Milk Producers' Unions (16 Members & 1 Nominal Members)

No. of Producer Members3.18 Million

No. of Village Societies16,117

Total Milk handling capacity per day13.67 Million litres per day

Milk Collection (Total - 2011-12)3.88 billion litres

Milk collection (Daily Average 2011-12)10.6 million litres (peak 13 million)

Milk Drying Capacity647 Mts. per day

Cattlefeed manufacturing Capacity3690 Mts. per day

Sales Turnover -(2011-12)Rs. 11668 Crores (US $2.5 Billion)

The Amul Model

The Amul Model of dairy development is a three-tiered structure with the dairy cooperative societies at the village level federated under a milk union at the district level and a federation of member unions at the state level.

Establishment of a direct linkage between milk producers and consumers by eliminating middlemen

Milk Producers (farmers) control procurement, processing and marketing

Professional management

Official Sponsor of Olympic - 2012

Amul has announced its sponsorship of the Indian contingent to the 2012 London Olympic Games.The MoU was signed between R S Sodhi, managing director, Amul (Gujrat Cooperative Milk Marketing Federation), and Raja Randhir Singh, secretary general, IOA (Indian Olympic Association), member, International Olympic Committee; in New Delhi.

Members of the IOA confirmed that Amul would be investing Rs 10 million which will be partly utilised by IOA and a section of the amount will be used to award selected candidates.

On the announcement, Sodhi commented, "Amul is committed to strengthening the Olympic movement in India and encourage young generation from all corners of the country to take up Olympic Sports." He added that their agency, DraftfcbUlka, has started working on a series of campaigns for the association.

The Product Range of AMUL

BreadspreadsAmul Butter, AmulLite, Delicious Table Margarine

Cheese RangeAmul Pasteurized Processed Cheddar Cheese, Amul Processed Cheese Spread, Amul Pizza (Mozarella) Cheese, AmulEmmental Cheese, Amul Gouda Cheese, AmulMalaiPaneer (cottage cheese), Utterly Delicious Pizza

Fresh MilkAmul Gold Full Cream Milk 6% fat, Amul Shakti Standardised Milk 4.5% Fat, AmulTaaza Toned Milk 3% fat,Amul Slim & Trim, Amul Cow Milk

UHT Milk RangeAmul Gold 4.5% fat Milk, Amul Shakti 3% fat Milk, AmulTaaza 1.5% fat Milk, AmulLite Slim-n-Trim Milk, Amul Fresh Cream

Milk PowdersAmul Full Cream Milk Powder, Amulya Dairy Whitener, Sagar Skimmed Milk Powder, Amulspray Infant Milk Food, Sagar Tea and Coffee Whitener

Milk DrinkAmulKool Flavoured Milk, AmulKool Cafe, AmulKool Koko,AmulKoolMillkShaake, AmulKool Chocolate Milk, Amul PRO Energy Drink

Health DrinkStamina Instant Energy Drink

Brown BeverageAmul Pro Malted Milk Food

Curd ProductsAmulMastiDahi (fresh curd), AmulMasti Spiced Butter Milk,AmulLassee, AmulFlaavyo Yoghurt

Pure GheeAmul Pure Ghee, Sagar Pure Ghee

Sweetened Condensed MilkAmulMithaimate

Mithaee Range (Ethnic Sweets)AmulShrikhand, AmulMithaeeGulabjamuns, AmulBasundi,AvsarLadoos

Ice-creamSundae Range, probiotic,sugar free and probiotic

Chocolate & ConfectioneryAmul Milk Chocolate, Amul Fruit & Nut Chocolate, AmulChocozoo, AmulBindass, AmulFundoo

SOCIAL AWARENESS OF AMUL

AMUL RELIEF TRUSTA devastating earthquake (Richter scale 7.9) hit Gujarat on 26th January 2001. The epic center of the quake was located in Kutch district. It caused death of thousands of people, tens of thousands were injured, hundreds of thousands were rendered homeless and damage of billions of Rupees was done.

GCMMF formed a specific organization named"Amul Relief Trust"(ART) under the Chairmanship of Dr. V. Kurien in 2001 with a donation of Rs. 50 Millions for reconstruction of the school buildings damaged in the 2001 earthquake in the Kutch area.

The Trust reconstructed 6 schools damaged by the above earthquake at a cost of Rs. 41.1 millions in Kutch area. Four of these schools started re-functioning from the last two academic sessions and the other two schools from the current session.

A school reconstructed by Amul Relief Trust in the earthquake affected Ratadia Village in Mundra Taluka of Gujarat A school reconstructed by Amul Relief Trust in the earthquake affected Nana Asalia Village in Mundra Taluka of Gujarat A school reconstructed by Amul Relief Trust in the earthquake affected Devpar Village in Mandvi Taluka of Gujarat A school reconstructed by Amul Relief Trust in the earthquake affected Toda Village in Mundra Taluka of Gujarat A school reconstructed by Amul Relief Trust in the earthquake affected Moti Bhadai Village in Mandvi Taluka of Gujarat A school reconstructed by Amul Relief Trust in the earthquake affected Kathada Village in Mandvi Taluka of Gujarat

TREE PLANTATION

Green Gujarat tree plantation campaign by milk producers of dairy cooperatives

Amul Coops plant more than 311.98 lakhs trees

Milk Producer members of Gujarat Dairy Cooperatives- better known as AMUL have been celebrating the nation's Independence Day in a novel manner by planting lakhs of saplings across Gujarat and have taken up an ambitious plan to save the environment by planting trees, making India green and thereby reducing the effects of global warming. The milk producers of Gujarat Dairy Cooperatives are conducting mass tree plantation drive every year on Independence Day for last five years. In last five years (2007 to 2011) the milk producers have planted around 311.98 lakhs trees). The most striking feature of these entire programmes was that it has been initiated by milk producer members of the dairy cooperatives. The unique fact about the programme was that the milk producer members took up the oath to protect tree saplings till it survives and grows into tree.

Over the years, due to intensive agriculture and dairying various natural resources are getting consumed at faster pace in Gujarat state of India. The state level apex body of dairy farmers in Gujarat gave a serious thought in this direction and discovered a novel idea for giving back to nature. The idea was "one member one tree" plantation on our 60th Independence day - 15th August 2007.To put this idea in to the practice a design team constituting of representatives of member unions were formed. The team accepted the idea by heart and immediately decided to spread it among farmer members of village dairy cooperative societies. Then the idea was communicated to farmer members and they all welcomed it and enthusiastically agreed to implement the idea.

For smooth implementation of the idea, the design team chalked out the road map for various activities. Execution teams were formed at district union level to give final shape and put the plan in action. Village level coordinators were identified and they were trained to streamline activity of tree plantation. Various awareness materials were prepared. Through various communication media farmer members were made aware of benefits of tree plantation and tree plantation activity schedule

His entire plantation activity was coordinated at all the three tiers of Anand pattern - at village, district and state level dairy cooperatives. On 15th August, 2007, after the flag hoisting ceremony, each member took an oath to plant saplings and ensure that they grew in to trees. Then individually they planted sapling on their own at their identified locations like their farm, near their home, on Farm bunds, etc. They have taken necessary care to ensure that this sapling survives and they also reported regarding the survival to village level coordinator and district milk unions after five months. In this way, 18.9 lakh trees were planted on 15th August 2007. This was just the beginning. Henceforth, the Village Dairy Cooperative Societies of Gujarat as a mark of respect for our nation decided to conduct such event on every Independence Day and accepted 15th August (Independence Day) as a"Green Revolution Day by Afford station to Protect Mother Earth from Pollution, Climate change and Global Warming".

But all this required immaculate planning and execution. An action plan of tree plantation programme was drawn up months back in advance. After the identification of the chief coordinator for each district milk union, the organization of a task force for the programme was put in place. Roles and responsibilities were assigned to each member and area of operation allocated. After preparing the overall action plan, each union issued a circular to the Dairy Cooperative Societies regarding the programme and arranged meetings with the societies covered.

Introducing AMUL PRO

Gujarat Cooperative Milk Marketing Federation (Amul), Indias largest food products marketing organization announced the launch ofAmul PRO, its new Whey Protein Malt Beverage brand, on 2ndApril, 2012.

Gujarat Cooperative Milk Marketing Federation (Amul), Indias largest food products marketing organization announced the launch ofAmul PRO, its new Whey Protein Malt Beverage brand.

Amul, with annual sales turnover of approxRs 12,000 crores, is the market leader in all dairy product categories. The launch of Amul PRO would be another big step forward in strengthening its Health and Nutrition portfolio. With this launch Amul plans to improve its presence in the Rs 2500 crore Milk Food Drinks market.

Announcing the launch of Amul PRO, Shri R.S.Sodhi, Managing Director, GCMMF said that the product development team had worked extensively to bring out a product, which is superior to other key Brown Health Drinks brands, not only in nutritive value but also in taste.Amul PRO is fortified with 27 vital nutrients, whey protein and DHA. It is priced at over 20% discount to competitor brands with similar ingredients, making nutrition more affordable to consumers.The product would be introduced in an attractive glass cube jar, which is a first of its kind pack in the category and is sure to catch the attention of the consumers.

Amul PRO is targeted at children between the age group of 2 years to 15 years, the period which signifies the growth phase of a child.However, given the nutritive value of the product, it expects consumers across all age groups to be users of the product. As compared with the competing brands, Amul PRO ranks higher in key nutrients like Proteins, Calcium, Potassium, Vitamin A, Vitamin D and Vitamin B2. It also contains Whey Protein, which is considered as Complete Protein as it contains all the essential amino acids. It is easy to digest and provides quick nourishment to muscles. One of the key USPs of Amul PRO is DHA or Docoashexoenoic Acid which is an essential fatty acid required for optimal development and function of brain. DHA cannot be manufactured in human body and must be obtained daily through our diets. DHA is to the brain as Calcium is to the bones.

Amul, which is synonymous to quality to Indian consumers, lives upto its reputation of providing high quality products at value for money price to consumers.Amul PRO 500g Cube Glass Jar has been priced at Rs 150 per pack and 500g Refill would be available at Rs 140 to consumers.

The product launched across the country in April. The launch of the product will be supported by a mega advertising campaign which includes television, print media, outdoor promotions and various on ground activities.

PRODUCT DETAILS

Product Name:Amul PRO

Description:Malt Based Food

Packing:500g Glass Cube Jar: The glass cube jar is a unique pack in the category, giving Amul PRO a distinct advantage of standing out of the clutter on retail shelves.500g Refill: Amul PRO is also available in an attractive 5 panel 500g Refill

Product Features

Amul PRO is a malt based milk additive, which not only enhances milks nutritive value but also makes milk a very tasty drink for people of all ages, especially kids, who need milk and nutrition for healthy growth. It comes from the House of Amul, the brand which is known all over for providing quality products at value for money price.

Key product attributes of Amul PRO are as follows:

Whey Protein: Muscle building & Immunity

Whey Protein is the purest and most essential form of protein. It is easy to digest and helps muscle building and nurturing growth. Why Protein is often referred to as Fast Protein, provides quick nourishment to muscles, helping your child strengthening the immunity and stay healthy.

DHA: Brain Development

Docosahexaenoic Acid (DHA) is an essential fatty acid required for optimal development and function of the brain, eyes and central nervous system of a child. It plays an important role in enhancing your childs immunity by protecting it from allergies like Asthma.

27 Essential Nutrients: Complete Wellness

Amul PRO contains 27 essential nutrients (proteins, vitamins and minerals) that help in boosting immune system enhance metabolism and nervous system functions and helps children be mentally sharp and physically agile.

Product Specifications

Composition:Ingredients: Malt Extract, Sugar,Milk solids, Cocoa solids, Caramel,Vitamins, Mineral,Permitted emulsifiers(E322,E476), Raiding agent (E500(ii)), DHA and salt.

Shelf Life:Amul PRO is best before 12 months from the date of manufacture when stored in a cool, dry and hygienic place.

Storage condition:Ambient

Product Application

It's a milk additive, which means it can be consumed by adding directly to milk. It is easy to make and tasty to drink and is suitable for people across age groups, particularly kids who require adequate nourishment for proper growth Amul PRO can be consumed with both hot as well as cold milk.

Available

All Over India in Normal Trade and Modern Format Stores

Nutritional Information

Nutritional information (Approx. values)

Energy, kcal392

Energy from Fat, kcal19.8

*Source of energyFat, g2.2

Carbohydrate, g85.0

Added Sugar, g32.7

Dietary Fibre, g0.68

*For growth and maintenance of bodyProtein, g8.0

*Boost immune and nervous system functionVitamin B1(Thiamin), mg0.75

Vitamin B2(Riboflavin),mg2.51

Vitamin B3(Niacin), mg5.21

Vitamin B5(Pantothenic acid), mg5.6

Vitamin B6(Pyridoxine), mg7.1

Vitamin B12(Cynacobalamin), mcg9.73

Vitamin B7(Biotin), mcg30.0

Copper, mg0.44

Selenium, mcg32

Zinc, mg2.2

*Production of red blood cellsVitamin B9(Folic Acid), mcg244.0

*For normal visionVitamin A, mcg935

*Keeps you mentally sharp, alert and physically activeIron, mg8.02

Iodine, mcg137

*Development of bones & teethCalcium, mg186

Phosphorus, mg175

Vitamin D, mcg6.89

*Fight infections and protects body cells from damageVitamin C, mg39.2

Vitamin E, mg3.7

Manganese, mg0.49

*Body fluid maintenanceSodium, mg173

Potassium, mg540

Magnesium, mg21

*Development of BrainDHA, mg30

Market Share of Malt Beverages Product in India

Universally, in bringing up their children, mothers attach a lot of emotional importance to nourishment. There is an ever-growing need for nourishment and energy in todays fast-paced world. Who can resist a steaming, hot drink which promises to energize, nourish and refresh? The need for nutritional supplementation is all the more relevant for kids. Coupled with the fact that kids love the delicious taste of these drinks, once they have tried them, lies the basic tale of milk additives and the growth and development of the Health Food Drink (HFD) category. No one can be sure of when and how the category evolved but, today, in India the HFD market is valued at approximately Rs. 13,000 million and nearly 50,000 tones.

Health food drinks provide nourishment for the family, particularly growing children and serve as energy providers for adults. The market for malted milk powders in India is huge as the product is widely used as a nutrition and energy supplement by children and adults. The size of the market is estimated at Rs. 10,170 /- million.

Available health Food Drink in market can be considered as follows:

Bournvita Horlicks Boost Complan Amul Pro (New launch)

Marketing Objectives

Identify & cater to emerging markets all over India

Create awareness about the brand name and increase customer loyalty.

Tackle the problem of imitation of design.

Increase retailer satisfaction by providing better margins.

Marketing Mix of Amul Pro

PRODUCT

A productis anything thatcan beoffered toa marketfor attention,acquisition, use,or consumption that might satisfy a want or need

A product is anything that satisfies aneed or wants and can be offeredin the exchange. A product can be goods, service or idea. Without product there is no marketing. This includes product variety, quality, product design, and brand name, sizes, warranties.

Amul PRO is a malt based milk additive, which not only enhances milks nutritive value but also makes milk a very tasty drink for people of all ages, especially kids, who need milk and nutrition for healthy growth. It comes from the House of Amul, the brand which is known all over for providing quality products at value for money price.

Whey Protein: Muscle building & Immunity DHA: Brain Development 27 Essential Nutrients: Complete Wellness

Brand value:Amul is one of the oldest brands in the marketplace and consumers get attracted to it. It is also the one to bring the co-operative movement in the milk segment; like in rural villages ofGujaratandRajasthan. It also enhanced the financial position of ruralwomen. Its vision is quality and unity.PRICEIt is the value, usually in monetary terms that sellers ask for in exchange for the products they are offering. Pricing and product image are closely related. Customers will pay a higher price for well known, well regarded products, partly because of the image created through advertising and other promotions. This includes list price, discount, allowance, and credit terms. The prices of products of AMUL are also decidedby the GCMMF. The GCMMF conducts the market survey to check the validity and feasibility of prices in the market and accordingly decides the prices of AMUL products

Amul, which is synonymous to quality to Indian consumers, lives upto its reputation of providing high quality products at value for money price to consumers.500g Glass Cube Jar: The glass cube jar is a unique pack in the category, giving Amul PRO a distinct advantage of standing out of the clutter on retail shelves. 500g Refill: Amul PRO is also available in an attractive 5 panel 500g Refill

500g Glass Cube Jar: - Rs. 150/-

500g Refill: - Rs. 140/-

PLACEPlace refers to marketing activities that make products available to consumers at the right time in aconvenient location. It is the process of moving products from the producer to the consumer, which mayinvolve several steps and the participation of multiple.AMUL has developed federation and AMUL parlours located in several part of country. The GCMMFhandles the works relating tomanaging of stocks and distributors incountry. Thus GCMMF look after the disbursement of product to the variousmarketing channels.

We have placed this product in medical stores, cause all health care drinks are sell in medical stores and generally customers always ask these types of product in medical stores.

We have also placed this product in Modern Format Stores (MFS) and Malls.

PROMOTION

Place refers to marketing activities used to communicate positive, information about an organization, itsproducts and activities to directly or indirectly expedite exchanges in target market. It includes a variety oftechniques including advertisement, sale promotion, public relation and personal selling that are used to communicate with customers and potential customers.

AMUL promotes its products through newspaper, T.V.; hoarding etc. television is the best media for advertising. The GCMMF however uses hoarding for advertising in local areas. Hoarding designed on the creative basis attract the customer more.

Sales Sampling Promotions

Event sampling can create a "buzz" about the product and reach significant numbers of consumers On-street distribution Special venues Sporting events Concerts Fairs Schools Retailer of the product In-pack/on-pack where the sample is affixed to the package of related product or packed inside.

In-store sampling where the sample is delivered in the store where the product is sold (taste testing!)

Promoting in Malls and MFS (Model Format Stores)

SWOT Analysis of Amul Pro

Strength

Strong brand name of AMUL

People of all ages can use

Whey protein with DHA advantage.

Good in taste

Attractive Glass Jar Packaging

Strong distribution network

Presence of other AMUL products in the market

Customers Trust on Amul

Best Quality at Affordable price

Weakness

Lack of Media Advertising

Small packages are not available

Catches moisture within 2-3 weeks

Only Chocolate flavour available

Opportunities

Huge market potential

Parents are health conscious about their children

Well known brand in India

Good scope in overseas market

To tap the untapped market

To explore newmarketing opportunities including satellite areas

Threats

Strong competition from Bournvita, Horlicks, Complan& Boost

Competition from other chocolate drinks

Competition from other beverages

Children prefer more flavours like strawberry, rose milk, etc.

More chocolate based milk drinks in market

Competitors

Bournvita Horlicks Boost Complan

STP Segmentation, Targeting and Positioning

Segmentation:-

Its a malt based milk additive

Chocolate based health drink for children

Targeting:-

Young growing children from the middle and upper class

All age groups people

Positioning:-

Chocolate health drink to make kids strong and active

It is easy to digest and provides quick nourishment to muscles

It is DHA Acid which is an essential fatty acid required for optimal development and function of brain.

RESEARCH METHODOLOGY

Research, particularly in social science containsendless word spinning and too many quotations; end result though may be far from expectations. In context of planning and development it is to be noted that itsignificant lies in quality than quantity.

Therefore, eventually proper attention has to bepaid to designing and adhering to appropriate methodology throughout so as toimprove the quality of the research

Research type:

This type of result is Descriptive research .Descriptive Research includes surveys and factfinding enquiries of different kinds. The major purpose of Descriptive Research is description of the state of affairs, as it exists at present.

Research Design:

The survey was conducted for the Amul products where a questionnaire was filled from the retailers, wholesaler andconsumers. Thepopulation and the samples were evenly divided in such a manner so asto extract the best possible results within the given limitation.

Method of Datacollection:

There are several method of data collection available but, one of the most common methodis-questionnaire method, same was found appropriate for this research , for the reason that

Questionnaire is one of the most commonly used methods.

It is cost-effective.

It istime-effective.

Market Area covered by me:

Matunga, Wadala, Cotton Green, Sewri, Naigaon, Parel Village.

FINDINGS

Amul Pro is new in the malt beverage market in Indian Industry for which the competitors includes leaders like Bournvita, Horlicks, Boost and Complan.

Amul India is a very good reputation in Indian market and customer has trust.

The distribution Network of Amul India hastobemore efficient as compared toothers.

The Trade margin for Amul products isquite.

Amul has given very attractive display offer for retailers thats why they have displayed Amul Pro in front part of their shop.

Retailer comparing this product with Nutramul.

The service provided by Amul to retailer is very good comparing with other brand.

At most of the outlets, employees are not satisfied even dealers also. According to them, Amul only takesaction for customer satisfaction, but for the outlets employees satisfaction, Amul tries to avoid it.

In retail outlets customers focus on quality of products and not on service given by them.

Customer trust on brand ofproduct and name of company whilepurchasing the product.

Bournvita is market leader and very good customer attraction by attractive advertising.

SUGGESTIONS

Should increase the awareness ofAmul Pro through advertising in various media.

The Retail margin for the productsshould be increased so that more number of retailers will have Amul products.

Should make the small pouch of Amul Pro so that it will easy to taste this product for customer.

Try to make plastic jar pack instead of glass.

Motivate salesman to introduce this product to retailers.

Promote this product in School canteen.

RETAILERS FEEDBACK

Once Customers Enquires for pro then they will order.

Retailers demanding Display offer.

Customer prefers plastic instead of glass jar.

Jar package is very heavy & difficult to handle.

Refill pack fear of rat leakage.

They want to sampling taste.

They prefer tetra packages. E.g. Bourn vita Rs. 20/- with 80 gm

No frequently advertisement in TV, Newspapers & Banners.

They want guaranteed replacement.

They comparing with Nutramul which was a failure.

They demand many flavours.

Some retailers purchase the product for inspection of the taste by self, before forwarding the same to the consumers, having satisfaction of the good quality.

Pricing:

Many retailerswant moremargins on Amul Pro. (After discount scheme close)

Price is low to compare other malt beverage products.Product Quality:

Many of the people said that the quality & taste of Amul Pro is very good. They dont have anyproblem regarding this.

Many said that Amul should maintain its quality in coming years.

CONCLUSION

Amul India sells quality products likeAmul milk, Amul Pro, Amul Chocolates, Amul Ice-cream and Amul butter whichare a brand in itself. So, itswidely favoured with the consumers.

Consumers get good quality, good product, goodbrand & good service at their door-step atan affordable price.

Amul Pro has a very tough competition from Bournvita.

The dealer margin is quite low as compared to other competitors.

The distribution network of Amul India isquite efficient.

RECOMMENDATIONS

It is said that the line toperfection never exists, in a way it suggests that continues improvement and development is essential to at least near to the Perfection.

To help a plant grow it must besuitably watered, sunlight and oil, which best suit its kind, similarly the organization too, to see thatits efforts get results, must provide withproper attention for the development of the company.

After analyzing following improvements can be made infuture.

Replacement facility should be made available for all theproducts.

Promotional activities like, Wall paintings, Flex boards should make available for more product awareness.

Efficientdistributionmustbe followed.

Promotional activities should be undertaken.

Increasing TV ads& Hoardings.

To create awareness for the products, different modes of publicities should be used such as Neonsign, Hoardings, Danglers.

Dealers should offer some attractive commissions for generating regular supply of Amul Pro.

BIBLIOGRAPHY

Books referred:

Marketing management --------- Philip Kotler

Research Methodology ----------- C. RKothari

Websites-------------------------www.amul.com,www.google.com

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