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PROJECT OBJECTIVE
LAUNCH OF AMUL PRO THE NEW MALT BEVERAGE FROM THE HOUSE OF AMUL IN MUMBAI REGION
BOURNVITA
Heinz Others
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
This helped in building the basic data base to monitor future sales
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.
RETAIL AUDIT
The next part of the project was to conduct the retail audit of all the shops which
had placed an order for Amul PRO The following report had to be filled after visiting the stores (Refer to Figure 2)
Also all the shops which stocked competitor products like Bournvita,Horlicks etc
were to be targeted The main objective of retail audit is to get a rel time on ground picture of sales of the product Conventional data acquisition techniques enable us to gather historical data but retail audit is very important tool in case of a new product launch as it makes possible to monitor the sales of the product on a regular basis Retail audit done by all the management trainees would be collated and it gave a broader picture of sales in the city of Mumbai to higher management Retail Audit is a handy tool for management when it comes to decision making
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.
The following features of the product were highlighted about the product: o Whey Protein for Muscle Building & Immunity
o DHA for Brain Development
THANK YOU !