Escolar Documentos
Profissional Documentos
Cultura Documentos
Industry Background
9/10/12
GCMMF An Overview
YEAR OF ESTABLISHMENT MEMBERS 1973 17 DISTRICT COOPERATIVE MILK PRODUCERS' UNIONS (15 MEMBERS & 2 NOMINAL MEMBERS)
NO. OF PRODUCER MEMBERS NO. OF VILLAGE SOCIETIES TOTAL MILK HANDLING CAPACITY PER DAY
MILK COLLECTION
(TOTAL - 2011-12)
Company Profile
9/10/12
Product Profile
9/10/12
Existing Competitors
9/10/12
Product
9/10/12
Price
Tough being a new product in the market it has positioned itself as one of the low priced product in its segment i.e. Lassee Amul Prolife Lassee is available at Rs. 12/200ml Where as the competitors are
9/10/12
Place
The product is still in its introduction stage of the PLC and hence is placed only in the markets of Gujarat and Maharashtra. In Gujarat it is available in Rose and Mango flavor where as in Maharashtra it is available only in Rose flavor
9/10/12
Promotion
Since the product is new the company wants to create awareness of the product and hence the company is adopting various promotion strategies to make the product visible in the market. The following are the various strategies adopted
9/10/12
Packaging
The packaging tough not being that attractive is easy to use. The company has kept in mind the concept that Lassee is easy to drink in glass and hence used plastic cups.
9/10/12
9/10/12
SWOT
9/10/12
Strength:
Weakness:
Less Margin Poor packaging in the initial stages segment probiotic products
Healthy probiotic lassee whose quality is much better than loose lassee Follows the same distribution network as that of Amul milk.
Opportunities:
Threats:
9/10/12
CONSUMER
Yes No
Questionnaire
[4] Which brand name comes to your mind when you think of probiotic products? Top of mind awareness Amul Yakult Mother dairy Nestle
9/10/12
Alternate day
Weekly
Monthly
Retailer
[2] What are the names that come to your mind for probiotic product? Amul
9/10/12
Yakult
Mother Dairy
Nestle
Data Analysis
1) Are you aware about Amul Prolife Lassee?
Yes - 33.3 % No - 66.7% Awareness about Amul Prolife Lassee
9/10/12
No
9/10/12
9/10/12
Which brand name comes to your mind when you think of probiotic products?
- 36% 4% Yakult Nestle - 55% 5%
Probiotic Brands that come to mind
9/10/12
Everyday Weekly
9/10/12
9/10/12
Preferred quantity:
200 ml - 43% 500 ml - 22% 300 ml - 26% 1000 ml - 9% Prefered Quantiity
9/10/12
Preferred amount
9/10/12
Occupation:
Service 27% Student 12% Business - 42% Housewife 19% Occupation
9/10/12
Retailers
9/10/12
What are the names that come to your mind for probiotic product?
Amul 31% Yakult 57% Top Of Mind Awareness Mother Dairy 7 % Nestle- 5 %
9/10/12
9/10/12
Everyday 11%
Weekly 53%
9/10/12
9/10/12
Preferred quantity:
200ml -9% 500ml -29% 300ml -45% 1000ml -17%
Preferred Quantity
9/10/12
What type of advertising do you think would be appropriate to market Amul Prolife Lassee?
45% Newspapers 11% Appropriate Advertising Medium 20% Magazine 24%
TV
Hoardings
9/10/12
9/10/12
My profile at AMUL was of a market researcher. We all know that the society is now becoming more and more health conscious. And hence to know the awareness and consumption of probiotic food by the consumers, I was assigned the job to conduct a Market research of Amul Prolife Probiotic lassee and also conduct Competitive Analysis of Lassee in Mumbai and its Suburban Regions.
9/10/12
9/10/12
Conclusion
9/10/12