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SUMMER INTERNSHIP PROJECT BY SHRIDHAR JOSHI WELINGKAR INSTITUTE MUMBAI

PROJECT OBJECTIVE
LAUNCH OF AMUL PRO THE NEW MALT BEVERAGE FROM THE HOUSE OF AMUL IN MUMBAI REGION

MALT BEVERAGES IN INDIA


MARKET SIZE - 30,000 CRORES / 80,000 TONNES GROWTH RATE 20-25 % YOY MARKET LEADERS HORLICKS
17% GSKCH 70% Cadbury

India Malted Beverages Market Share


1% 12%

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

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

SAMPLE BASE DATA SHEET

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

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 banner placed at a retail store

The Amul PRO display arranged at a store

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

SAMPLE RETAIL AUDIT REPORT

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.

WET SAMPLING ACTIVITY

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

THANK YOU !

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