“TO ANALYZE THE MARKET POTENTIAL AND FINDING OUT THE SCOPE FOR LAUNCHING MISTI
DAHI IN KOLKATA MARKET”
Presented by-MRINMOY GHOSH
ENROLLMENT NO. 010113025
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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
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.
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.
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REFRIGERATOR AVAILABILITY1.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 Retailers).png
FINDINGS FROM RETAIL FINDINGS FROM RETAIL SURVEY:SURVEY:
FINDINGS FROM END CONSUMER SURVEY:FINDINGS FROM END CONSUMER SURVEY:
Aware of Amul Dahi
11. Awareness of Misti Dahi.jpg
Top of the mind
Awareness12. Top of the mind Awareness.jpg
Purchase Pattern
13. Frequency of Purchase or
Consumption.jpg
Packaging Preference14. Preferred Packaging.jpg
Preferred Quantity
15. Preferred Quanity
(100gm).jpg
Preferred Pricing
18. Amt for 100 gm of Dahi.jpg
GenderGender.jpg
Occupational Pattern
Anova_Occupation.jpg
Age ProfileAnova_Age Group.jpg
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.
FINDINGS & RECOMMENDATIONS FINDINGS & 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.
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.
THANK YOU….THANK YOU….
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