Comparative analysis of Amul Pro with other nutritional products

COMPARATIVE ANALYSIS OF AMUL PRO WITH OTHER

NUTRITION PRODUCTS

HISTORY OF COMPANY In 1946, Amul was formed as a cooperative body, the GCMMF which is today jointly owned by 3 million milk producers in Gujarat.

Dr. Verghese Kurien, was the founder as well as chairman of GCMMF for more than 30 years (1973-2006) In 1st December 1946, Polson diary was introduced where exploitation of marginal milk were delivered to the small cities by some agents and traders.

Sardar Vallabhbhai Patel was first man who approached farmers to delivered milk to cooperative society.

Spurred the white revolution of India, which has made India the largest producer of milk and milk products in the world.

•In 1999, it was awarded Best of all “Rajib Gandhi National Award”.

•By the end of 1948, 432 farmers were joined villages society, which increase 5000 liters of milk per day.

Cont…….

Its daily milk procurement is approx 14.85 million liters per day from 18,536 villages, milk cooperative, in which its annual turnover in 2014-15 is US$ 3.4 billion. Overseas markets - Mauritius, UAE, USA, Bangladesh, Australia, China, Singapore, Hong Kong and a few South African countries. Fresh plans of flooding the markets of Japan & Sri Lanka.

Reasons for Success

Success!!

ROBUST SUPPLY CHAIN

LOW COST STRATEGY

STRONG DISTRIBUTION NETWORK

TECHNOLOGY AND E-INITIATIVES

GCMMF – Over View Gujarat Cooperative Milk Marketing Federation is India's largest food products marketing organization. It is a state level apex body of milk cooperatives in Gujarat which aims to provide remunerative returns to the farmers and also serve the interest of consumers by providing quality products which are good value for money.

CRISIL, India's leading Ratings, Research, Risk and Policy Advisory company, has assigned its highest ratings of "AAA/Stable/P1+" to the various bank facilities of GCMMF.

The Marketing MixProduct• Dairy Products• Cooking Products

Price• Low Pricing Strategy

Place• Rural & Urban Market• International Market

Promotion• Advertisements

Defense strategy Moving consumers from loose milk to packaged

milk and gradually move them up the value chain (tetra pack to beverages)

Being exposed to a brand, it is natural for a customer to try more products

SegmentationWide range of product categories caters to consumers across all market segments. For example, Amul Kool is targeted at children, while teenagers prefer Kool Café, as it has a

cool imagery associated with it.

TargetingChanging retail environment

Striking out on its own, with Amul Outlets or parlours to deliver consumers total

brand experience.

Launched in 2002, there are now over 16000 above Amul parlors are in India.

Promotion Uses a variety of media to communicate

Most famous is billboard campaign

The endearing polka dressed girl and pun at

various issues increased brand’s fan following. AMUL sponsored the dance competition, AMUL

Dance India Dance

Competitors

BRITTANIANESTLEHULCADBURYGOABBOTT

OVERVIEW OF AMUL PRO

It is a malt based milk additive which enhances all nutrition value for all age groups especially kids.

It is the product which is easy to digest and helps muscle building and nurturing grow.

It plays an important role in enhancing the child’s immunity by protecting it from allergies like Asthma

Amul Pro contains 27 essential nutrients and DHA which helps in boosting immune system

STPSegmentation

• It's a malt based milk additive• Chocolate based health drink

for children

Targeting• Young growing children from

the middle and upper class• All age groups people

Positioning

• Chocolate health drink to make kids strong and active

• It is easy to digest and provides quick nourishment to muscles

• It is DHA Acid which is an essential fatty acid

SWOT Analysis of Amul ProStrengths

Goodwill of the company More nutrition value Price range is very economical. Taste is very chocolaty

WeaknessesLess advertisementSmall packet is not available

Opportunities…….!The product should be available in different flavors.

Threats…!No. of competitors

Taste Differentiation

OBJECTIVE OF ANALYSISTo know the factors which affects consumer’s buying behavior to purchase Amul Pro.

To know customers awareness towards DHA.

To know the sale of products per day in a retail outlets.

To analyze competitor marketing strategy with Amul Pro

To know the preferences of Amul pro with comparison to other competitive brands

Amul pro Bournvita horlicks pediasure complan

9 1013

35

22.525.0

32.5

7.5

12.5

Respondents are prefer health drink

Frequency Percent

COMPARISION OF PREFER NUTRITION PRODUCTS BY CONSUMERS AND FREQUENCY OF SELLING PRODUCTS IN

RETAIL OUTLESRetailers quantity of sale of product per day

N Mean

Retailers have quantity of sale of products per day heinz

60 1.40

Retailers have quantity of sale of products per day cadbury

60 1.22

Retailers have quantity of sale of products per day amul

60 1.93

Retailers have quantity of sale of products per day abbott

60 1.65

Retailers have quantity of sale of products per day gsk

60 1.33

Retailers have quantity of sale of products per day nestle, boost

60 1.70

Valid N 60

available highly available not available at all

20

128

50.0

30.0

20.0

Respondents found availaible of product in the market

Frequency Percent

COMPARISION OF AMUL PRO AND OTHERS NUTRITION PRODUCTS AVAILABLE IN MARKET DUE TO WINDOW

DISPLAY AT RETAIL OUTLETS

Window Display of products

N Mean Std. Deviation

Bournvita is doing window display

60 1.50 .504

Amul pro is doing window display

60 1.92 .279

Pediasure is doing window display

60 1.78 .415

Horlicks is doing window display 60 1.33 .475

Complan is doing window display

60 1.78 .415

Boost, nestle nan is doing window display

60 1.72 .454

Valid N (listwise) 60

FINDINGS FROM CONSUMERS From the survey it has been observed that consumers are preferred Horlicks as well as Bournvita while drinking milk but also there was somehow Amul pro is also been taken by consumer.

One of the important observations is found that consumers are aware of DHA. This means that consumers are known about DHA, which increases brain development, extra protein and calcium.

It has been found that as consumers are preferred Horlicks as well as Bournvita, as because it is highly available in the market.

It has been observed that consumers are come to know about health drink from display at retail store. Also TV advertisements as well as print media played a significant role

It has been found that consumers are buying nutrition drink for him/ herself as well as for their children

Consumers are often take health drink once in day and there were few consumers who take twice in a day.

FINDINGS FROM RETAILERS It has been observed from the survey that retailers have basically keep Horlicks, Complan, Bournvita, in their store because it is more demandable by consumers.

It has been found from the survey that the quantities of sale of products per day are Cadbury, Heinz and GSK. Amul Pro is very least number of sale per day.

At retails outlets Horlicks and Bournvita is doing more window display. There was no Amul pro window display at stores.

Retailers are taking products from distributors once in week as because horlicks and bournvita are sold more than other products.

It has been found that retailers are getting credit facility from Cadbury as well GSK. There was very less number of stores who got credit facility from Amul.

It has been observed that promoters are visiting once in a week at some retail outlets. There were some promoters who are visiting in a month at some outlets.

Availability

Non-Availability

Low promotionHigh-promotion

AMUL Pro

Horlicks

Pediasure

Bournvita

Complan

Perceptual Mapping: Based on the Availability and Promotion

What more can Amul do?1. The product should be focused on TV advertisements, as it is the best tool through which customers can get easily get aware.

2. It should be available in almost all kind of kirana store and other general store in major

areas of cities.

3. The company should give some commission to the retailers for selling of the product and to post banners of Amul Pro in the stores.

4. They should make the small sachet of Amul Pro so that it will easy to taste this product for customer.

THANKYOU…Presented by Rajpritam Parasar