The document discusses a summer internship project report on launching Amul Prolife Probiotic Lassee in Andheri, Jogeshwari, and Goregaon areas of Mumbai. It provides an overview of GCMMF which manufactures Amul products, details on probiotics and the Amul Prolife Lassee product. It describes the launch strategy including retailer visits, pricing, and feedback. Issues faced after launch included strong rose flavor, packaging, and distribution problems. Suggestions given were to improve packaging, introduce new flavors, and increase awareness of the probiotic health benefits.

1. University of Mumbai’s
ALKESH DINESH MODY INSTITUTE FOR FINANCIAL AND
MANAGEMENT STUDIES
A SUMMER INTERNSHIP PROJECT REPORT ON
Launch Plan of Amul Prolife Probiotic Lassee through Milk
Distribution Highway in Andheri to Goregaon Market.

2. Objective
• Primary
To launch Amul Probiotic Lassee in the area of
Andheri, Jogeshwari & Goregaon and create a
potential market for the product.
• Secondary
To conduct market research and do competitive
analysis of lassee in the given area.

3. GCMMF : An Overview
Members: 13 District Cooperative Milk Producers' Unions
No. of Producer Members: 3.03 million
No. of Village Societies: 15,712
Total Milk handling capacity: 13.67 million litres per day
Milk collection (Total - 2010-11): 3.45 billion litres
Milk collection 9.2 million litres
(Daily Average 2010 -11):
Milk Drying Capacity: 647 Mts. per day
Cattlefeed manufacturing Capacity: 3690 Mts per day
Sales Turnover (2010-11) Rs. 9774 Crores (US $ 2.2 billion)

4. GCMMF: Sales Turnover
Sales Turnover Rs (million) US $ (in million)
1994-95 11140 355
1995-96 13790 400
1996-97 15540 450
1997-98 18840 455
1998-99 22192 493
1999-00 22185 493
2000-01 22588 500
2001-02 23365 500
2002-03 27457 575
2003-04 28941 616
2004-05 29225 672
2005-06 37736 850
2006-07 42778 1050
2007-08 52554 1325
2008-09 67113 1504
2009-10 80053 1700
2010-11 97742 2172

5. About Probiotic:
• Introduction:
Probiotic organisms are live microorganisms that are thought to be beneficial to the host
organism. Probiotics are commonly consumed as part of fermented foods with specially added
active live cultures; such as in yogurt, soy yogurt or as dietary supplements
• Availability
food products yogurt, smoothies, milk and juice
dietary supplements pills or powders
• Benefits
Helpful against diarrhoea irritable bowel syndrome rotavirus Clostridium difficile colds
and flu, eczema bladder cancer
• Risks
Mild size effects gas and bloating. affect metabolic activity, over stimulate the immune
system or cause gene transfer
• Indian Probiotic market
Indian market currently Rs. 20.6 million can be pushed to1 Million Euro mark around
2013-14 and 1.3 Million Euro by 2015. Estimates put global probiotic food and drink market at
10Billion Euro.

6. Product Details
• Product Name Amul Prolife Probiotic Lassee
• Description Flavoured (Rose) Probiotic Lassee (Drinking Yoghurt)
• Packing 200 ml Glass
Composition Toned Milk, Sugar / Salt, Fruit Pulp Compound, Stabilizer ,
Active Probiotic Culture
Nutritional Information 60 kcal/100 ml
Shelf Life+ Best Before 10 days from Packaging
Storage condition Keep Under Refrigeration below 8° C

7. Amul Prolife Probiotic Lassee
Product Features
• Tasty, Healthy and refreshing treat for all age people.
• Contains live Probiotic bacteria which helps digestion and improve
immunity.
• Made with special culture to give a smooth, mild acidic taste.
• It is made from natural ingredients.
• Available in one flavour namely Rose
Product Application
• As a healthy drink.
• For on the go consumption.
• Breakfast table.
Availability
• Available in Gujarat and Maharashtra

8. SWOT ANALYSIS OF AMUL PROLIFE LASSEE
Strength: Weakness:
Appetizing Rose Flavour Less Margin
Already well established brand name – Poor packaging in the initial stages
Amul
Not easily accepted because of the new
Healthy probiotic lassee whose quality is
segment – probiotic products
much better than loose lassee
Lack of Refrigerators to retailers
Follows the same distribution network
as that of Amul milk.
Opportunities: Threats:
Good potential market Fear of new entrant into the market
Limited competition from organized
players
Other existing probiotic products in the
market

9. LAUNCH STRATEGY
Model used to launch Amul Prolife Lassee in the area of Andheri, Jogeshwari & Goregaon as follows:
Visit to Retailers
Provide them proper
Scheme
information about the
Product
Shelf Life Margin
Generate sales
Feedback from
Replacement
Price retailers
Policy

10. Task Performed:
. Visit to retailers: Following Area Covered
Location Area
Shere Punjab, Poonam Nagar
Andheri East
JB nagar, MIDC Seepz
Sahar Road
Marol, Chandwali
Majaswadi
Jogeshwari East Income Tax
Hema Industries
Location Area
Aarey Road
Goregaon East
JP Road
Dindoshi
SV Road, Link Road
Andheri, Jogeshwari, Goregaon (West) Four Bunglows, Seven Bunglows, Versova
Prabodhan
Provide Information about the product
Piece 1 Cup Amul Prolife Lassee
Size 200 ml
Retailer price Rs. 09.60
M.R.P Rs. 12
Margin Rs. 2.40

11. Sell the Product
Feedback
Other Strategies adopted:
Provide Schemes/Offers
Provide Banners for Advertisement
Competitive analysis
Key Factors Amul Danone Mother Krushna Mahanand Local
Dairy
Size 200 ml 165 ml 200 ml 200 ml 200 ml 250 ml
Price Rs 12 Rs 18 Rs 12 Rs 12 Rs. 12 Rs. 24
Margin to Rs 2.40 Rs. 4 Rs. 3 Rs. 4 Rs. 4 Self
Retailer(1 piece) seller
Packing Plastic Poly Pack Poly Pack Poly Pack Poly Pack Loose
Cup Lassee
Availability In All In All In Some In few In few areas In few
areas Areas Areas areas Areas
Probiotic Yes No No No No No

12. Problems faced after the launch of Lassee
• Flavour: Amul Prolife Lassee was available only in Rose flavor. While launching the
flavor was very strong. The rose content was very high because of which it wasn’t easily
acceptable in the market. Consumers were demanding for different flavors.
• Sweet Content: Health conscious consumers were demanding the sweet content to be
less, as they thought that it will increase the calorie content.
• Packaging: Plastic cups consumed more space in the display was the thinking of the
retailers. Consumers and retailers were asked to change the packaging to pouch as it will
consume less space. They also wanted the packaging to be more attractive.
• Distribution – The distributor complained about the distribution channel of lassee as it
was damaging the product.
• These were the few hurdles that were faced in the initial stages
• Few of the retailers misunderstood as the sales representative of other amul products
and started complaining about unavailability of the products, but we made them clear
their doubts that we are in the market only to sell amul lassee and we convinced them
that we will surely convey their message to the company.

13. PRIMARY TABULATION & INTERPRETATION CONSUMER (Sample size 100)
Awareness about If yes, do you consume If No, would you like go for
Amul Prolife probiotic foods? probiotic products 10%
Lassee
15%
33%
67%
Yes 85% 90%
Yes Yes
No
No No
5% Frequency
4%
Probiotic Brands that come to Packaging
mind 1% 3% 6% Everyday
5% 10%
Alternate day
Yakult 37%
36% Weekly
55% Amul Can
Mother dairy Monthly
85% 45% Pouch
Nestle Never
Glass Bottle
8% Tetra Packs
Prefered Quantiity
Amount you would Occupation
9%
spend for one time… Service
43% 200 ml
22% 9% 7%
19% 27% Business
300 ml
< 15
Students
500 ml
26%
37% 15-20 12%
47% Housewives
1000 ml 42%
20-25
25-30

14. Primary Tabulation & Interpretation Retailer (Sample size: 40)
Awareness of Probiotic Frequency of delivery
Products Appropriate Advertising
Everday
Medium
11%
43%
Alternate
57% Yes 53% 36% TV
No Weekly
24%
45% Newspap
er
Top Of Mind Awareness Packaging People Demand
20%
Hoarding
11%
6%
7% 5% Can
15%
Pouch Magazine
31% Amul
Yakult 23%
Glass Bottle
Mother Dairy
45% Expected Percentage of
57% 11% Pet Bottle
Nestle Margin
Tetra Pack
6% 4%
Which Brand of Probiotic Preferred Quantity
10-
31%
foods do you stock Amul 20%
17% 9%
Yakult 200 ml
69% 20-
36% 54% 300 ml 30%
Mother 29% 45%
Dairy 500 ml
Nestle 1000 ml

15. SUGGESSTION & RECOMMENDATION
• Make the packaging more attractive
• Try the packaging in the form of pouches/ for plastic cups, use better sealing and preferably
white cups rather than transparent one.
• Introduce more flavours
• Create more awareness about the product
• Andheri to Goregaon is very niche, segmentation needs to take place carefully
• Areas such as MIDC, Seepz, SV Road (near stations), Chandiwali are high potential markets.
Conclusion
Amul being household name in the market should concentrate more on the prospective market of
people who are very much health conscious. The company must also try brining in new flavours in
the market and also change the packaging of the product. The product has a great potential and can
capture a huge market as it is one of the early birds in its segment.