Summer internship project

report

Submitted By : Afsana Laskar & Siddhartha Das

Subject: Summer Internship Project
Class: MBA (Marketing Management)
Institution: Assam University, Silchar
 Objective of the project

1. To select 8 (eight) societies among the given society list.

2. To find outlets covering these societies.
3. To check the outlet wise current volume strength of Amul milk against
the society potential.
4. To create activities to increase sales.
 Selected societies

1. Subha Laxmi Apartment (No. of household: 8 )

2. Girija Enclave (No. of household: 9 )
3. Spanish Garden (No. of household: 198 )
4. USHA COURT (No. of household: 20 )
5. Subhansiri Apartment (No. of household: 16 )
6. Shremoyee Apartment (No. of household: 20)
7. Bhagirathi Residency (No. of household: 18)
8. Bedanta Residency (No. of household: 3)
 Activities Undertaken
1. Subha laxmi Apartment (No. of household: 8)
 Location: R.G.B Road (Zoo road) , By-lane 9
 Name of the Secretary: Smt. N. Chakraborty (7636879758)
Activities we did: Talked to the society people & the available nearest outlet
present there.
The outlet covering this society:
Owner Name : Smt. Minoti Das (9085400634)
AMUL milk is available in the shop.
Timing of milk buying: 4.30PM – 7PM.
Current volume strength : 4-5 liters.

Findings: All of the household member uses AMUL MILK

and buys amul milk from Smt. Minoti Das .
Our Recommendation: Timing of providing milk by the distributor should be more consistent.
 Activities Undertaken
2. Girija Enclave (No. of household: 9)
 Location: Zoo road , By-lane 5
 Name of the Secretary: Arup Pathak (8473935588)
Activities we did: Talked to the society members, guards, hawkers
Providing milk to the particular society.
The hawker covering this society:
Hawker’s Name : Kamlesh Kumar Roy (9085079596)
Source of Hawker’s Milk: Own diary farm .
Timing of milk buying: Morning & Evening.
Current volume strength : 6-7 litres.
Findings: Society people believe that the loose milk is more pure than the packeted milk as the packeted milk
contains preservatives etc.
Our Recommendation: Pamphlets can be distributed showing the advantages of using Amul Milk as baby food and daily
use etc. for awareness and elimination of misconception about packeted milk.
 Activities Undertaken
3. Spanish Garden (No. of household: 198)
 Location: Zoo road
(Opposite of Assam State Zoo Cum Botanical Garden)
Activities we did: Talked to the society members, guards, hawkers
Providing milk to the particular society
& the available nearest outlet present there.
Outcome:
Milk is supplied by in the particular society :
i. Hawkers & ii. Retail store
The hawker covering this society:
1. Hawker’s Name : Ganesh Giri (9957373426) , from Panikhaiti
Source of Hawker’s Milk: Own diary farm
Current volume strength : 30-40 liters per day.
 Activities Undertaken
The hawker covering this society: (Spanish Garden)
2. Hawker’s Name : Biki Sharma (7002375358)
Source of Hawker’s Milk: Sitajakhla Dugdha Utpadak Farm
Timing of milk buying: Morning & Evening.
Current volume strength :80 – 90 liters per day.
The outlets covering this society:
1. Owner Name : Atul Kalita
provides purabi milk to some of the households
(Not interested to take Amul milk because of low quality)

2. Owner Name: Dilip Barman

Provides Amul milk to some of the households
Current volume strength : 3 – 4 liters per day.
 Activities Undertaken
The outlets covering this society: (Spanish Garden)
3. Outlet Name : Nandalala Store
It is an Amul outlet
Current volume strength : 25-30 liters.

4. Outlet Name: Sharma Store.

Provides Amul milk to some of the households
Current volume strength : 5 – 7 liters per day.
Inference:
1. No Hawker wants to switch from their own firm to Amul company because of the very low profit
margin given by the company.

2. Hawkers also have complaints about the quality issue of the Amul Milk Pouch.
 Activities Undertaken
Findings : (Spanish Garden)

3. Society members are well satisfied by the quality of milk provided by the hawkers.

4. Some of the households use milk occasionally not on a regular basis.

Our Recommendation:

1. Samples can be given to the retailers and hawkers on a discount rate to satisfy their quality issue.

2. New Hawkers can be employed by the AMUL Company to supply only Amul milk in the societies.

3. Gaming competition or a promotional event can be organized within the society to promote milk
consumption.
 Activities Undertaken

4. USHA COURT (No. of household: 20)

 Location: R.G.B Road (Zoo road)
Activities we did: Talked to the society people, guards
& the available nearest outlet present there.
The outlet covering this society:
No. of outlets near the society: 2
Both the retailers have AMUL milk in their Shop.
Current volume strength :7 – 8 liters per day
Households in the particular society is very less.
Findings:
All of the household member does not consume milk regularly.
but whenever they use milk, they prefer amul.
 Activities Undertaken
5. Subhansiri Apartment(No. of household:16)
 Location: Zoo road (House No. 242 R.G.B Road)
Activities we did:
Talked to the society members,
& the available nearest outlet present there.
The outlet covering this society:
Owner Name : JK Store (Owner Name: Jogen Kalita)
AMUL milk is available in the shop.
Timing of milk buying: Usually morning
Current volume strength : 15-16 liters.

Findings: All of the household member uses AMUL MILK .

Our Recommendation: Outlet owner requests for little more profit margine.
 Activities Undertaken
6. Shremoyee Apartment (No. of household: 20)
7. Bhagirathi Residency (No. of household: 18)
8. Bedanta Residency (No. of household: 3)
 Location: Bhaskar Nagar (Zoo road) , By-lane 5

 Name of the Secretary :

Bedanta Residency
: (Mr. Lashkar)

Bhagirathi Apartment
: (Mr. Pratim Phukan)
 Activities Undertaken
Activities we did:
Talked to the society people
& the available nearest outlet present there.
The outlet covering this society:
1. Outlet Name : Pure
Location : Zoo Road , Narengi, Near By-lane 5
AMUL milk is available in the shop.
Timing of milk buying: whole day.
Current volume strength : 50-60 liters.
 Activities Undertaken
The outlet covering this society:
2. Outlet Name : J&K Enterprise
Location : Bhaskar Nagar, By-lane 5
Willing to take Amul Milk.

Inference:
1. Society members don’t take milk from the Hawkers because of the price and timing issue.
2. J&K Enterprise is willing to take Amul milk pouch for his shop.
3. Society member use Amul Shakti, Dhara mother diary milk for daily use.
4. Not all of the household consumes milk on a daily basis.
 Activities Undertaken
Our Recommendation:
1. Pamphlets can be distributed showing the advantages of using Milk on a regular basis for body
strength, baby food etc.

2. Free samples can be distributed among the society members to judge the taste of Amul milk
comparing with others.

3. Samples can be given on a discount rate to the retailers for their satisfaction of quality and
market response.

4. New hawkers can be employed by the AMUL company to increase milk sales and to have a
healthy customer relationship.
 Sales Promotion Activity

 Visited all of the 8 (eight) societies and the available retail outlets nearest to
them.
 Talked to the Hawkers providing milk to the particular society.
 Tried to build a healthy customer relationship with the company .
 Limitations

• Study was limited to areas around the Zoo Road, Guwahati .

• Sample size of the study is restricted to only up to 8 societies.
• Retailers and household members hesitate to provide
correct response.
 Recommendation

• The required order must be delivered to the customers and retailers. Shortage of goods must
be managed and the retailers must be told about it well in advance.
• Follow-up to all the newly added outlets for further customer relationship.
• As replacement is not provided by AMUL, the distribution channel must take care of the
damaged product.
• Competitors are also penetrating in the market, so, AMUL must also use its brand
image for doing the same.
• By undertaking sales promotion activities users can be converted into loyal customers.
 Conclusion

AMUL is a major player in the milk industry giving cut-throat

competition to all milk suppliers in India.
By using its brand image, Amul has been successful in capturing
major market.
The company must thus focus more on relation
building with its distribution channels and its end users.