SlideShare a Scribd company logo
Market
Development
of
Premium Dahi &
Amul Pro
Pritam Pandey
2014205
IMT Nagpur
PGDM Marketing
Company Guide: Mr. P S Babra
Faculty Guide: Dr. Rajnandan Patnaik
Birth of Amul Amul - Today GCMMF - Operations
Amul – Brand Management Next Steps
Beats
Covered:
• Station Road
• Dahisar Region
• S.B Road
• I C Colony
• L T Road
• SVP Road
• Yogi Road
Total Retail Stores: 230
Retail Stores which don’t sell Dahi: 60
Retail Stores which don’t sell Amul Dahi: 52
Retail Stores keeping Amul Dahi: 118
Placement
of
Premium
Dahi: 41
Tasks completed
during the
internship:
Tried to
find new
markets for
Premium
Dahi
Work done during
InternshipTime Period: 8 Weeks
Analysis of
Gap at
various levels
in supply
chain
Findings and
Observation
Consumer
Feedback about
Premium Dahi:
 Taste, consistency
and quality of dahi
is good.
 Fat content must
be less
 Awareness about
product is very
less
Main Concern:
Awareness
Retailers Feedback
about Premium Dahi:
 Consumer are not
aware about product,
hence they don’t ask
for it
 Margin is low
compared to other
brands
 Replacement
problem
 Expiry Problem
Main Concern:
Replacement
Distributor Feedback
about Premium Dahi:
 400 gm Masti Dahi &
Premium Dahi are
conflicting each other
 Odd pricing hampers
purchasing frequency
 Awareness about
Premium Dahi is less
 Timely delivery is a
problem
Main Concern:
Timely Delivery
FFRs Feedback
About Premium Dahi:
 Timely delivery is an
issue
 Replacement problem
 Conflict between Amul
Premium Dahi & Amul
Masti Dahi
 Schemes offered by
competitors increasing
problem
Main Concern:
Timely Delivery
Amul
44%
Govardhan
16%
Nestle
10%
Danone
12%
Gokul
4%
Mother
Dairy
10%
Chitlay
4%
Customer Brand Preference
Thickness Sourness Colour Consistency
Excellent 20 35 60 17
Good 160 90 120 123
Average 20 25 16 60
Poor 0 50 4 0
0
20
40
60
80
100
120
140
160
180
Noofpeople
Rating of Premium Dahi on various parameters
Sample Size : 200
Sampling & Survey of Amul Premium Dahi
Consumers
liked the
product
Product
awarenes
s is low
Customers
are not
brand loyal
incase of
curd
Selling
power lies
in the hands
of retailers
Findings
Dahi
Brand
(400 gm)
MRP Market
Share
Scheme
Amul 55 42% 3:1
Nestle 65 8% 4:1
Danone 60 4% 1:1
Britannia 55 2% 4:1
Mother Dairy 38 23% 12:1
Goverdhan 50 10% 12:1
Chitale 45 7% 12:1
Unorganized 38 4% ---
Placement of ‘Premium Dahi’ at new super
stores or modern format outlets.
Solution for missing units
Incentives to salesman: Rewards or Awards
Creating online awareness
Timely delivery and replacement
Protection to distributors
Observation during sampling:
 People preferred hot pro over the
readymade Amul Pro drink
available
 Awareness about the product is
low
 After sampling I was able to
convince people 21 people to buy
Amul Pro
 Need to push product by
organizing more sampling
programs in different areas in
Mumbai.
Learnings from the
project
 Attitude of
field force is a
very
important
reason for the
success of a
product
 Supply chain
plays a
important
role in the
success of a
product
 Not all
products
can be
promoted
by word of
mouth
 Customers are
not loyal
towards any
curd brand,
they will take it
whatever is
available and
fresh.
 Push and
pull can’t
work in
separation
with each
other.
 Analysis of
competitors
and their
strategies
 Designing,
planning
and
execution of
promotiona
l activities
 Importance
of
relationship
in FMCG
market
Thank You

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Amul Premium Dahi

  • 1. Market Development of Premium Dahi & Amul Pro Pritam Pandey 2014205 IMT Nagpur PGDM Marketing Company Guide: Mr. P S Babra Faculty Guide: Dr. Rajnandan Patnaik
  • 2. Birth of Amul Amul - Today GCMMF - Operations Amul – Brand Management Next Steps
  • 3. Beats Covered: • Station Road • Dahisar Region • S.B Road • I C Colony • L T Road • SVP Road • Yogi Road Total Retail Stores: 230 Retail Stores which don’t sell Dahi: 60 Retail Stores which don’t sell Amul Dahi: 52 Retail Stores keeping Amul Dahi: 118 Placement of Premium Dahi: 41 Tasks completed during the internship: Tried to find new markets for Premium Dahi Work done during InternshipTime Period: 8 Weeks Analysis of Gap at various levels in supply chain
  • 4. Findings and Observation Consumer Feedback about Premium Dahi:  Taste, consistency and quality of dahi is good.  Fat content must be less  Awareness about product is very less Main Concern: Awareness Retailers Feedback about Premium Dahi:  Consumer are not aware about product, hence they don’t ask for it  Margin is low compared to other brands  Replacement problem  Expiry Problem Main Concern: Replacement Distributor Feedback about Premium Dahi:  400 gm Masti Dahi & Premium Dahi are conflicting each other  Odd pricing hampers purchasing frequency  Awareness about Premium Dahi is less  Timely delivery is a problem Main Concern: Timely Delivery FFRs Feedback About Premium Dahi:  Timely delivery is an issue  Replacement problem  Conflict between Amul Premium Dahi & Amul Masti Dahi  Schemes offered by competitors increasing problem Main Concern: Timely Delivery
  • 5. Amul 44% Govardhan 16% Nestle 10% Danone 12% Gokul 4% Mother Dairy 10% Chitlay 4% Customer Brand Preference Thickness Sourness Colour Consistency Excellent 20 35 60 17 Good 160 90 120 123 Average 20 25 16 60 Poor 0 50 4 0 0 20 40 60 80 100 120 140 160 180 Noofpeople Rating of Premium Dahi on various parameters Sample Size : 200 Sampling & Survey of Amul Premium Dahi Consumers liked the product Product awarenes s is low Customers are not brand loyal incase of curd Selling power lies in the hands of retailers Findings
  • 6. Dahi Brand (400 gm) MRP Market Share Scheme Amul 55 42% 3:1 Nestle 65 8% 4:1 Danone 60 4% 1:1 Britannia 55 2% 4:1 Mother Dairy 38 23% 12:1 Goverdhan 50 10% 12:1 Chitale 45 7% 12:1 Unorganized 38 4% --- Placement of ‘Premium Dahi’ at new super stores or modern format outlets. Solution for missing units Incentives to salesman: Rewards or Awards Creating online awareness Timely delivery and replacement Protection to distributors
  • 7. Observation during sampling:  People preferred hot pro over the readymade Amul Pro drink available  Awareness about the product is low  After sampling I was able to convince people 21 people to buy Amul Pro  Need to push product by organizing more sampling programs in different areas in Mumbai.
  • 8. Learnings from the project  Attitude of field force is a very important reason for the success of a product  Supply chain plays a important role in the success of a product  Not all products can be promoted by word of mouth  Customers are not loyal towards any curd brand, they will take it whatever is available and fresh.  Push and pull can’t work in separation with each other.  Analysis of competitors and their strategies  Designing, planning and execution of promotiona l activities  Importance of relationship in FMCG market