Marketing Management- II

Submitted to

Dr. Krishna Das Gupta

Group - 3
Ayesha Hota

UM14135

Neyati Bhanot

UM14150

Priya Soni

UM14154

Saurabh Wadhwa

UM14163

Shruti

UM14165

Sourabh Tantia

UM14170

Interim Status Report

We selected the company Amul Products since its the largest food brand in India.
We wanted to understand how the company markets itself, manage logistics, give cut throat
competition to the local milk brands and still provide a cost effective go-to-market strategy.

We initially had two meetings to discuss our approach. Everybody pitched in their ideas in the 1st
meeting. And in the 2nd meeting, we finally came to a consensus as to what would be our next step.
We selected a bottom-up approach, to interact with the retailers first, and then to the suppliers and
finally the distributors.
In the first step, we zeroed down to retail stores which stocked grocery items and other perishable
goods.
We came to know how the stacking is prioritized for Amul and the placement of products on the racks
in comparison to the local/ other private brands.
We came to know about the varied margins kept for variety of Amul products by the retailer. These
margins vary in comparison to the competitor brands.
We found the re-ordering frequency is very high for some Amul Products, while other products dont
enjoy this limelight.
So far we have been to 2 retail stores to corroborate the data. One is LifeStyle in Pal Heights and the
other is Big Bazaar. The store manager in LifeStyle, Mr. Mukesh has been very informative.
Our next step is to contact the suppliers and find out their relationship with Amul and its competitive
brands. Below is the AMUL Supply Chain