Summer Internship Report On

Placement and Promotion of AMUL PRO Completed at

Amul India,
Duration: 03/07/2012

Mumbai.
03/05/2012 to

By
Required 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 as a 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. I am also grateful for the kind co-operation and guidance provided by our Director Prof and Project Guide, without which the project 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 least I thank my parents and friends who gave me moral support throughout. Thank to you all.

Contents
AKNOWLEDGEMENT .................................................................................................................. 3 PROJECT TITLE ............................................................................................................................ 6 IDENTIFY THE PROBLEM ............................................................................................................ 7 Scope of the project ................................................................................................................... 7 Objective of the Project ............................................................................................................. 7 AMUL.......................................................................................................................................... 8 Introduction: .......................................................................................................................... 8 Official Sponsor of Olympic - 2012 .......................................................................................... 12 SOCIAL AWARENESS OF AMUL ................................................................................................ 14 INTRODUCING AMUL PRO ....................................................................................................... 16 PRODUCT DETAILS ................................................................................................................ 19 Product Specifications ............................................................................................................. 20 Market Share of Malt Beverages Product in India................................................................... 22 Marketing Objectives ............................................................................................................... 23 SWOT Analysis of Amul Pro ..................................................................................................... 28 Competitors ......................................................................................................................... 30 STP Segmentation, Targeting and Positioning ...................................................................... 31 RESEARCH METHODOLOGY ..................................................................................................... 32 FINDINGS .................................................................................................................................. 33 SUGGESTIONS .......................................................................................................................... 34 RETAILERS FEEDBACK.............................................................................................................. 35 CONCLUSION ............................................................................................................................ 36 RECOMMENDATIONS .............................................................................................................. 37 BIBLIOGRAPHY ......................................................................................................................... 38

PROJECT TITLE

The objective is this project is to evaluate the pattern of Placement and Promotion of Amul 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 with different 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 as whole it involves meeting with different wholesalers, retailers and customers and collecting feedback from them

IDENTIFY THE PROBLEM

To study the market segmentation, promotion & placement of Amul Pro in the Mumbai market

Scope of the project

The project will extend its periphery in proving information about present practices capabilities, vulnerabilities, and future directions of Amuls. It also 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 of the study

Objective of the Project

To study the market share of Amul in Mumbai region. To study the competitor market offerings. To make a comparative study of Amul products with the others. To study the service provided to the retailers of different brands. To study the promotion and placement of Amul Pro in Mumbai region.

AMUL

Introduction:
AMUL means "priceless" in Sanskrit. The brand name Amul," from the Sanskrit "Amoolya was suggested by a quality control expert in Anand. Variants, all meaning priceless", are found in several Indian languages. 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 in Gujarat, 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, a they employed professionals to operate the dairy and manage its business. Most importantly, the cooperatives 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 of Gujarat and has been a sterling example of a co-operative organization's success in the long term. It is one of the best examples of co-operative achievement in the developing world. "Any one who has seen ... the dairy cooperatives in the state of Gujarat, especially the highly successful one known as AMUL, will naturally wonder what combination of influences and incentives is needed to multiply such a model a thousand times over in developing regions everywhere. The Amul Pattern has established itself as a uniquely appropriate model for rural development. Amul has spurred the White Revolution of India, which has made India the largest producer of milk and milk products in the world. It is also the world's biggest vegetarian cheese brand. Amul is the largest food brand in India and world's Largest Pouched Milk Brand Besides 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 enter Japanese market in 1994 had not succeeded, but now it has fresh plans of flooding the Japanese markets. Other potential markets being considered include Sri Lanka. Dr Verghese Kurien, former chairman of the GCMMF, is recognised as the man behind the success of Amul.

AMUL
Type Industry Founded Headquarters Key People Products Revenue Employee Web site Cooperative Dairy 1946 Anand, Gujrat, India Chairman, Kheda District Cooperative Milk Producers Union Limited. (KDCMPUL) Listing product is given below $ 2.5 billion 2011-12 735 employees of Marketing Arm. However, real pool consists of 3.03 million milk producer members.

www.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 Establishment Members No. of Producer Members No. of Village Societies Total Milk handling capacity per day Milk Collection (Total - 201112) Milk collection (Daily Average 2011-12) Milk Drying Capacity Cattlefeed manufacturing Capacity Sales Turnover -(2011-12) 1973 17 District Cooperative Milk Producers' Unions (16 Members & 1 Nominal Members) 3.18 Million 16,117 13.67 Million litres per day 3.88 billion litres 10.6 million litres (peak 13 million) 647 Mts. per day 3690 Mts. per day Rs. 11668 Crores (US $2.5 Billion)

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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

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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.

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The Product Range of AMUL

Breadspreads Cheese Range

Amul Butter, AmulLite, Delicious Table Margarine Amul Pasteurized Processed Cheddar Cheese, Amul Processed Cheese Spread, Amul Pizza (Mozarella) Cheese, AmulEmmental Cheese, Amul Gouda Cheese, AmulMalaiPaneer (cottage cheese), Utterly Delicious Pizza Amul Gold Full Cream Milk 6% fat, Amul Shakti Standardised Milk 4.5% Fat, AmulTaaza Toned Milk 3% fat,Amul Slim & Trim, Amul Cow Milk Amul Gold 4.5% fat Milk, Amul Shakti 3% fat Milk, AmulTaaza 1.5% fat Milk, AmulLite Slim-n-Trim Milk, Amul Fresh Cream Amul Full Cream Milk Powder, Amulya Dairy Whitener, Sagar Skimmed Milk Powder, Amulspray Infant Milk Food, Sagar Tea and Coffee Whitener AmulKool Flavoured Milk, AmulKool Cafe, AmulKool Koko,AmulKoolMillkShaake, AmulKool Chocolate Milk, Amul PRO Energy Drink Stamina Instant Energy Drink Amul Pro Malted Milk Food AmulMastiDahi (fresh curd), AmulMasti Milk,AmulLassee, AmulFlaavyo Yoghurt Amul Pure Ghee, Sagar Pure Ghee Spiced Butter

Fresh Milk UHT Milk Range Milk Powders

Milk Drink

Health Drink Brown Beverage Curd Products Pure Ghee

Sweetened AmulMithaimate Condensed Milk Mithaee Range AmulShrikhand, AmulMithaeeGulabjamuns, AmulBasundi,AvsarLadoos (Ethnic Sweets) Ice-cream Sundae Range, probiotic,sugar free and probiotic Chocolate Confectionery & Amul Milk Chocolate, Amul Fruit & Nut Chocolate, AmulChocozoo, AmulBindass, AmulFundoo

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SOCIAL AWARENESS OF AMUL

AMUL RELIEF TRUST

A 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

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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.

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Introducing AMUL PRO

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

Gujarat Cooperative Milk Marketing Federation (Amul), Indias largest food products marketing organization announced the launch of Amul 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.

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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.

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PRODUCT DETAILS

Product Name Description Packing

: : :

Amul PRO Malt Based Food 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.

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

Shelf Life

Storage condition :

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

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Nutritional Information
Nutritional information (Approx. values) Energy, kcal Energy from Fat, kcal *Source of energy Fat, g Carbohydrate, g Added Sugar, g Dietary Fibre, g *For growth and maintenance of body Protein, g *Boost immune and nervous system function Vitamin B1 (Thiamin), mg Vitamin B2 (Riboflavin),mg Vitamin B3 (Niacin), mg5.21 Vitamin B5 (Pantothenic acid), mg Vitamin B6 (Pyridoxine), mg Vitamin B12 (Cynacobalamin), mcg Vitamin B7 (Biotin), mcg Copper, mg Selenium, mcg Zinc, mg *Production of red blood cells Vitamin B9 (Folic Acid), mcg *For normal vision Vitamin A, mcg *Keeps you mentally sharp, alert and physically active Iron, mg Iodine, mcg *Development of bones & teeth Calcium, mg Phosphorus, mg Vitamin D, mcg *Fight infections and protects body cells from damage Vitamin C, mg Vitamin E, mg Manganese, mg *Body fluid maintenance Sodium, mg Potassium, mg Magnesium, mg *Development of Brain DHA, mg

392 19.8 2.2 85.0 32.7 0.68 8.0 0.75 2.51 5.6 7.1 9.73 30.0 0.44 32 2.2 244.0 935 8.02 137 186 175 6.89 39.2 3.7 0.49 173 540 21 30
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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 fastpaced 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)

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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

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PRODUCT

A product is anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need A product is anything that satisfies a need or wants and can be offered in 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 of Gujarat and Rajasthan. It also enhanced the financial position of rural women. Its vision is quality and unity.

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PRICE
It 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 decided by 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/-

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PLACE
Place refers to marketing activities that make products available to consumers at the right time in a convenient location. It is the process of moving products from the producer to the consumer, which may involve several steps and the participation of multiple. AMUL has developed federation and AMUL parlours located in several part of country. The GCMMF handles the works relating to managing of stocks and distributors in country. Thus GCMMF look after the disbursement of product to the various marketing 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.

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PROMOTION
Place refers to marketing activities used to communicate positive, information about an organization, its products and activities to directly or indirectly expedite exchanges in target market. It includes a variety of techniques 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)

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SWOT Analysis of Amul Pro

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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

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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 new marketing 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

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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.

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RESEARCH METHODOLOGY

Research, particularly in social science contains endless 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 it significant lies in quality than quantity. Therefore, eventually proper attention has to be paid to designing and adhering to appropriate methodology throughout so as to improve the quality of the research

Research type:
This type of result is Descriptive research .Descriptive Research includes surveys and fact finding 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 and consumers. The population and the samples were evenly divided in such a manner so as to extract the best possible results within the given limitation.

Method of Data collection:

There are several method of data collection available but, one of the most common method is-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 is time-effective.

Market Area covered by me:

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

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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 has to be more efficient as compared to others. The Trade margin for Amul products is quite. 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 takes action 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 of product and name of company while purchasing the product. Bournvita is market leader and very good customer attraction by attractive advertising.

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SUGGESTIONS
Should increase the awareness of Amul Pro through advertising in various media. The Retail margin for the products should 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.

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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 retailers want more margins 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 any problem regarding this. Many said that Amul should maintain its quality in coming years.

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CONCLUSION
Amul India sells quality products like Amul milk, Amul Pro, Amul Chocolates, Amul Ice-cream and Amul butter which are a brand in itself. So, its widely favoured with the consumers. Consumers get good quality, good product, good brand & good service at their doorstep at an 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 is quite efficient.

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RECOMMENDATIONS

It is said that the line to perfection 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 be suitably watered, sunlight and oil, which best suit its kind, similarly the organization too, to see that its efforts get results, must provide with proper attention for the development of the company.

After analyzing following improvements can be made in future.

Replacement facility should be made available for all the products. Promotional activities like, Wall paintings, Flex boards should make available for more product awareness. Efficient distribution must be 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 Neon sign, Hoardings, Danglers. Dealers should offer some attractive commissions for generating regular supply of Amul Pro.

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BIBLIOGRAPHY

Books referred: Marketing management --------Philip Kotler

Research Methodology ----------- C. R Kothari Websites ------------------------www.amul.com, www.google.com

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