This document analyzes the market potential for launching Misti Dahi, a yogurt product, in Kolkata, India. Research was conducted through surveys of retailers and consumers. Findings showed that retailers have refrigerators available and an interest in plastic cup packaged products. Consumers were aware of Amul dairy products and preferred Misti Dahi in 100-200gm quantities priced at Rs. 14-15. The document recommends a pilot launch in summer, providing retailers support, targeting youth, and ensuring proper distribution. The research provided hands-on learning about conducting market research and product launches.

1. “TO ANALYZE THE MARKET POTENTIAL AND
FINDING OUT THE SCOPE FOR LAUNCHING MISTI
DAHI IN KOLKATA MARKET”
Presented by-
MRINMOY GHOSH
ENROLLMENT NO. 010113025

2. 11
22 33
44 55
66 77
GCMMF Establishment year:
1973
Member: 17 district
co-op. society
No. of producer member: 3,37
million (18,556 village
societies)
Total milk handling
capacity: 24 million
liters/day
Milk collection (2014-
2015): 5.42 billion liters
Milk collection (daily average 2014-
2015): 14.85 million liters
Sales turnover (2014-
15): Rs. 20,733 Crore
COMPANY OVERVIEWCOMPANY OVERVIEW

3. OBJECTIVE OF THE STUDYOBJECTIVE OF THE STUDY
PRIMARY OBJECTIVE:
 To find the retail network of Amul and to find the demand for launching Misti Dahi in
Kolkata market.
 To find out the problems faced by the retailers and reporting it to the company authorities
for better operation.
 To formulate a launch plan for Misti Dahi
SECONDARY OBJECTIVE:
 To find out the end consumers response and their opinions.
 To design the desired 4P’s required for the product.

4. RESEARCH METHODOLOGYRESEARCH METHODOLOGY
 A descriptive research methodology was followed.
 Research instrument was a structured questionnaire for retailers and end consumers.
 Questionnaire were of three types: Multiple Choice Question, Dichotomous Question and
Open Ended Question.
 Sampling done for retailer was convenience sampling and stratified random sampling was
opted for end consumers which was done online and offline basis.
 Method of survey was basically personal and in-depth interview and sometimes scenario
based interview.

5. 1
5432
REFRIGERATO
R
AVAILABILITY
1.Refrigerator AL.jpg
AVAILABILITY
OF DAHI
2. Dahi Kept.jpg
DAHI OF WHICH
COMPANY
3. Dahi Kept by Retailers.jpg
INTERESTED IN
PLASTIC CUP
PACKED DAHI
4. Interested In Misti Dahi.jpg
PREFERRED
PRICING
5. Pricing (Preferred By R
FINDINGS FROM RETAILFINDINGS FROM RETAIL
SURVEY:SURVEY:

6. FINDINGS FROM END CONSUMER SURVEY:FINDINGS FROM END CONSUMER SURVEY:
Aware of Amul
Dahi
11. Awareness of Misti Dahi.jpg
Top of the
mind
Awareness
12. Top of the mind Awareness.jpg
Purchase
Pattern
13. Frequency of
Purchase or
Consumption.jpg
Packaging
Preference
14. Preferred
Packaging.jpg
Preferred
Quantity
15. Preferred
Quanity
(100gm).jpg
Preferred
Pricing
18. Amt for 100 gm
of Dahi.jpg
Gender
Gender.jpg
Occupational
Pattern
Anova_Occupatio
n.jpg
Age Profile
Anova_Age
Group.jpg

7. FINDINGS & RECOMMENDATIONSFINDINGS & RECOMMENDATIONS::
 Starting of a pilot project based on Misti Dahi.
 Easy return policy should be started initially
 Uncertain retailer should be convinced by allowing them starting discounts, free sample,
decorating their shops as per condition necessary.
 Refrigerators to be provided
 Round figure pricing
 As a target customers, youth between ages 20-30 should be targeted though overall trend
showed a healthy liking for Misti Dahi. 9. Mean Liking Score by Age Groups.jpg
 A margin of Re. 1 would be very healthy for the retailers.

8. FINDINGS & RECOMMENDATIONSFINDINGS & RECOMMENDATIONS
CONTINUED:CONTINUED:
 Proper awareness should be required through ATL. (Mother Dairy stands at 40% in terms
of awareness) 12. Top of the mind Awareness.jpg
 Quantity between 100-200gm is preferable.
 Pricing between Rs. 14 to Rs. 15 would be ideal.
 The perfect launch time for Misti Dahi would be in summer season probably end of March
or by the starting of the April.
 Efficient distribution and proper supply.
 Improved demand predictions model.

9. LEARNING OUTCOMES:LEARNING OUTCOMES:
An extensive first hand field knowledge was obtained by visiting retailers
knowing their problems, how Misti Dahi will work in Kolkata market.
Abrupt knowledge about the company and its dairy segmented products, how a
FMCG sector works and knowledge about the competitors.
Developed a good idea about how to conduct market research.
Much liberty to my project was given by my company guide which helped me
to in various learning exposures and self-made proposals.
Outdoor sales promotion activities gave me practical knowledge how to
convince people and how to coordinate activities and meeting target expectations.

11. THANK YOU….THANK YOU….