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Industry Background

Dairy Industry in India GCMMF

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GCMMF An OverviewYEAR OF ESTABLISHMENT MEMBERS 1973 17 DISTRICT COOPERATIVE MILK PRODUCERS' UNIONS (15 MEMBERS & 2 NOMINAL MEMBERS)

NO. OF PRODUCER MEMBERS NO. OF VILLAGE SOCIETIES TOTAL MILK HANDLING CAPACITY PER DAY

3.18 MILLION 16,117 13.67 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 CAPACITY CATTLEFEED MANUFACTURING CAPACITY

647 MTS. PER DAY 3690 MTS. PER DAY

9/10/12 TURNOVER -(2011-12) SALES

RS. 11668 CRORES (US $2.5 BILLION)

Company Profile

Amul Existing Products

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Product Profile

What are Probiotics? Introduction to Probiotic Lassee

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Existing Competitors

Gokul Mahanand Mother Dairy Danone Warna Local Sellers

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Product

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Price

Tough being a new product in the market it has positioned itself as one of the low priced product in its segment i.e. Lassee Amul Prolife Lassee is available at Rs. 12/200ml Where as the competitors are

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Place

The product is still in its introduction stage of the PLC and hence is placed only in the markets of Gujarat and Maharashtra. In Gujarat it is available in Rose and Mango flavor where as in Maharashtra it is available only in Rose flavor9/10/12

Promotion

Since the product is new the company wants to create awareness of the product and hence the company is adopting various promotion strategies to make the product visible in the market. The following are the various strategies adopted

Discounts to retailers Promotional events at retail outlets

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Packaging

The packaging tough not being that attractive is easy to use. The company has kept in mind the concept that Lassee is easy to drink in glass and hence used plastic cups.

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SWOT

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Strength:

Weakness:

Appetizing Rose Flavor Already well established brand name Amul

Less Margin Poor packaging in the initial stages segment probiotic products

Healthy probiotic lassee whose quality is much better than loose lassee Follows the same distribution network as that of Amul milk.

Not easily accepted because of the new

Opportunities:

Threats:

Good potential market Limited competition from organized players

Fear of new entrant into the market market

Other existing probiotic products in the

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CONSUMERYes No

Questionnaire

[1] Are you aware about Amul Prolife Lassee?

[2] If yes, do you consume Amul Prolife Lassee? Yes No

[3] If No, would you like go for probiotic products? Yes No

[4] Which brand name comes to your mind when you think of probiotic products? Top of mind awareness Amul Yakult Mother dairy Nestle

[5] How often do you consume probiotic products? Everyday

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Alternate day

Weekly

Monthly

Retailer

[1] Are you aware about Probiotic foods? Yes No

[2] What are the names that come to your mind for probiotic product? Amul9/10/12

Yakult

Mother Dairy

Nestle

Data Analysis1) Are you aware about Amul Prolife Lassee?Yes - 33.3 % No - 66.7% Awareness about Amul Prolife Lassee

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If yes, do you consume Amul Prolife Lassee? Yes 14.9 %88.2 % If yes, do you consume probiotic foods?

No

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If No, would you like go for probiotic products?Yes 10% No 90% If No, would you like go for probiotic products

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Which brand name comes to your mind when you think of probiotic products?- 36% 4% Yakult Nestle - 55% 5%Probiotic Brands that come to mind

Amul Mother dairy

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How often do you consume probiotic products?7% 40% Alternate day Monthly Frequency 20% 33%

Everyday Weekly

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What kind of packaging do you prefer?Can 10% Glass bottle 8% Pouch 45% Packaging Tetra packs 37%

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Preferred quantity:200 ml - 43% 500 ml - 22% 300 ml - 26% 1000 ml - 9% Prefered Quantiity

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What amount would you spend for one time consumption?< 15 Rs - 37% 15-20 Rs - 46% 20-25 Rs - 7% 25-30 Rs - 10% Amount you would spend for one time consumption

Preferred amount

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Occupation:Service 27% Student 12% Business - 42% Housewife 19% Occupation

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Retailers

Are you aware about Probiotic foods?Yes 43 % No 57%Awareness of Probiotic Products

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What are the names that come to your mind for probiotic product?Amul 31% Yakult 57% Top Of Mind Awareness Mother Dairy 7 % Nestle- 5 %

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Which brand of probiotic products do you stock ?Amul - 36% Yakult - 54% Mother Dairy - 6% Nestle - 4% Which Brand of Probiotic foods do you stock

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How frequently should be the delivery for Amul Prolife Lassee?Alternate 36%Frequency of delivery

Everyday 11%

Weekly 53%

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What kind of packaging peoples demand for Amul Prolife Lassee?6% Pouch 11% 45% Pet Bottle 23% Packaging People Demand

Can Glass bottle

Tetra pack 15%

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Preferred quantity:200ml -9% 500ml -29% 300ml -45% 1000ml -17%Preferred Quantity

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What type of advertising do you think would be appropriate to market Amul Prolife Lassee?45% Newspapers 11% Appropriate Advertising Medium 20% Magazine 24%

TV

Hoardings

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What percentage of margin do you expect for Amul Prolife Lassee?10-20% - 69% 20-30% Expected Percentage of Margin- 31%

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On the Job Training

My profile at AMUL was of a market researcher. We all know that the society is now becoming more and more health conscious. And hence to know the awareness and consumption of probiotic food by the consumers, I was assigned the job to conduct a Market research of Amul Prolife Probiotic lassee and also conduct Competitive Analysis of Lassee in Mumbai and its Suburban Regions.

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Recommendation & Suggestions

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Conclusion

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