312813102853amul Pro_shridhar Joshi

8/13/2019 312813102853amul Pro_shridhar Joshi

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SUMMER INTERNSHIP PROJECTBY

SHRIDHAR JOSHI

WELINGKAR INSTITUTE

MUMBAI


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PROJECT OBJECTIVELAUNCH OF AMUL PRO

THE NEW MALT BEVERAGE FROM THE HOUSE OF AMUL

IN MUMBAI REGION


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MALT BEVERAGES IN INDIA

MARKET SIZE - 30,000 CRORES / 80,000 TONNESGROWTH RATE 20-25 % YOY

MARKET LEADERS

HORLICKS

BOURNVITA

70%

17%

12%

1%

India Malted Beverages Market Share

GSKCH Cadbury

Heinz Others


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AMUL PRO NO AGE BARRIER

27 ESSENTIAL NUTRIENTS FOR HEALTH DEVELOPMENT DHA FOR BRAIN DEVELOPMENT IN KIDS

WHEY PROTEINS FOR BUILDING IMMUNITY

ATTRACTIVE CUBICLE GLASS JAR FOR STORAGE

NO OTHER COMPETITOR HAD THIS ON OFFERING


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PRODUCT LAUNCH AND BASE DATA GENERATION

Identifying the retail stores including the medical stores, general stores,

supermarkets etc. Which could potentially stock Amul pro.

Sample jar and refill pack were shown and product details were explained

Orders were taken for the first lot of the product

Availability of competitors product, especially bournvita as it is the biggest

competitor, was checked

Base data sheet was created using this data and volume sold

This helped in building the basic data base to monitor future sales


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SAMPLE BASE DATA SHEET


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EXECUTION OF TRADE SCHEMES FOR RETAILERS

The retailer would get Rs 800/month for a period of 2 months from the

company if he maintains stock of minimum 12 pieces of the product

The retailer would allow the company to place the product in the

shelves such that Amul PRO is visible to all the customers that visit the

store

The retailer would also allow the company to stick posters and danglers

of Amul PRO in or outside their shop

Successfully implemented trade scheme at 16 outlets


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VISUAL MERCHANDISING

A proper display of the product had to be ensured at all the shops that had

agreed

to take the display scheme

Posters, danglers and backing sheets of Amul PRO were collected from the

Wholesale Distributors (WD) point and the MTs had to place these at the

shop.

The Amul PRO display arranged at a storeThe Amul PRO banner placed at a retail store


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SAMPLE RETAIL AUDIT REPORT


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WET SAMPLING A wet sampling of Amul PRO was conducted at 2 retail stores for the consumers

The idea behind wet sampling campaign was to make the consumers aware about the

product

In this drive, Amul PRO was mixed with hot milk and served to the costumers that

visited the stores

The wet sampling drive helped the consumers in getting a taste of the actual product

and feel of the product.

The sampling was done on approximately 250 customers.

Focus of wet sampling was school kids aged between age of 5 to 16 years and their

parents as they are the target group of the product.

The stores were selected such that there was a large foot fall of school kids.


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WET SAMPLING ACTIVITY


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MEET THE CUSTOMER CAMPAIGN

This campaign was carried out in modern format stores (MFSs) like Big Bazaar over the

period of 3 days.

The campaign was carried out on Friday, Saturday and Sunday since the footfalls in the

malls are highest during the weekend.

Leaflets were distributed to the customers and a detailed explanation about the features

of the new product was given to the customers.

The following features of the product were highlighted about the product:

o Whey Protein for Muscle Building & Immunity

o DHA for Brain Development

o 27 Essential Nutrients: Complete wellness

o The product quality could be trusted since it was from the house of Amul

The campaign was highly successful since the product was introduced and explained to

around 800 people over a period of 3 days


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THANK YOU !

312813102853amul Pro_shridhar Joshi

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