Summer Internship Project

Market Potential and Analysis of Competition

for
Amul Slim and Trim Milk
Sreeja Sahadevan
Roll no. 49
Introduction
• Dairy co-operative formed in 1946
• Owned by 3.1 m dairy farmers
• Brand managed by GCMMF
• Market leader in majority of segments it operates in
• Has 3 major divisions – Milk, Ice creams and Dairy.
• 272 products in dairy segment.
• Known for best quality and taste
• Competitive pricing
• Most of the products are priced lower than the
competition
• Intensive distribution
• Distributors and retailers
• Low expenditure on promotion
• Objectives
▫ To determine the market share and market Potential of
Amul Slim and Trim Milk

▫ To analyse the competition their products and activities

• Methodology

▫ Primary Data
Retail census
Observation method
▫ Secondary Data
Sales Records
 Understanding the Market

Chocolate Deep
Visi Cooler Dispenser Freezer Remarks
Sr. No. Name of the Outlet Contact No. Category Yes/No Yes/No Yes/No

• Distribution Process
• Working of the company and associates
Product List and Details
• List of all dry and wet products of Amul
Packing (no. in
Product Packaging one carton) MRP Fat (%) Shelf Life
Repositioning of Lite Milk
 Strengths Weaknesses
The Amul Brand Low Margin to retailer

Lowest Price Less or no replacement

Lowest Fat Content No schemes being offered

Longer Shelf life SWOT analysis No Awareness

SnT Milk

Opportunities Threats
Areas with no availability of Negative Publicity about UHT
fresh milk milk
Increase in number of health Retailer push strategies used by
conscious people competitors
 Slim and Trim Milk (Point of Purchase Promotion) and
Activation of new Outlets for SnT Milk
Purchase Activated – 38

• Customer Discounts – Rs. 3

• Salesman Incentive– Rs. 1

POP Placed - 31
 Competitor Analysis for SnT
Competitors

1.Danone Milk

2.Danone Slim

3.Nestle Everyday

4.Nestle Slim

5.Go Milk

6.Sofit Milk

7. Other Amul UHT Milk

products- Amul Taaza,

Amul Gold
Sale of UHT Milk (Consumer Preference)
Sales
Taaza
13%
Go Milk
3% Nestle Silm
3%
Danone Slim
7% Sofit
50%
Amul Gold
7%
Nestle Everyday
10% Danone
7%
Sample Size - 30
Identifying Potential for Slim and Trim
Milk

Tetra Amul UHT Milk Competitors Avg. UHT

Customers Regular
Milk milk Sale Schemes Remarks
(Y/N)
(Y/N) (monthly)

Avg. Avg.
Product Stock Product Stock

Number of stores having UHT milk- 177

No. of stores with SnT stock – 74

Market Share (Stock at retail outlets)
4500
4000 3900
3500
3500
3000
2500
2000
1500
1000
500
80
0
Amul UHT (52%) Nestle UHT (47%) Others (1%)
Sales
Existing Market Potential
Product Amount (Rs.)

Amul UHT milk 10,44,000

Nestle UHT milk 9,44,000

Others (Danone, D’lecta, Gowardhan) 20,000

Potential market for Amul UHT 11,28,400

 Amul Kool Display Contest
• Improving Visibility
• Social Media Penetration
 Distributors Data
• Helps in forming new distributors.

Name Of the Agency Contact person Mob No. Brands Operated Reputation
CSR Activity - Vidya Awards

Awards and
Certificates for 10th
and 12th Standard
Toppers
Recommendations
• Meetings and Sessions for salesmen
• Follow up mechanisms for outlets missed
• Buying display space in retail outlets
• Continuing the scheme for SnT milk for retailers interest
• Using different forms of POP promotions
• New mechanism to distribute incentives to salesman
Thank You