INTERNSHIP

DAY 1
1. Orientation
2. Competitive analysis (peanut butter and honey)

DAY 2
1. Collection of data
 STRATEGIES ADOPTED FOR SOFT LAUNCH AND CONSUMER PURCHASE
INTENTIONS WITH REFERENCE TO AMUL PEANUT BUTTER IN BHOPAL

A Summer Internship Project Report

Submitted in Partial Fulfilment of the Requirements for the

Award of Degree of MBA (marketing)

GUIDED BY :- DR. ANANTA GEETEY UPPAL

SUBMITTED BY :- PINGAL XESS

 ACKNOWLEDGEMENT

This report has been made possible through direct and indirect support of various people
for whom I wish to express my appreciation and gratitude.

I take this opportunity to express my sincere thanks to the management of Amul located in
Bhopal, for providing me the opportunity to carry out the internship in their organisation.

I express my sincere gratitude to Mr. Sudhir Gupta (Territory sales incharge) who has
shown genuine interest in providing necessary guidance regarding concept clarity of the
project and rendered support at all stage of the study.

I would like to give special thanks to my respected mentor DR. ANANTA GEETEY UPPAL (BSSS-
IAS) for guiding me to make this project meaningful.

PINGAL XESS

BSSS-IAS Bhopal
 EXECUTIVE SUMMARY

The work assigned to me is ‘Pre Product Launch and Product Placement of Amul peanut
butter in Bhopal market’ for which I am required to perform GTM strategy (i.e., B2B market)
in Bhopal market.

Amul is an Indian Dairy Cooperative, based at Anand in the state of Gujrat, India. The
GCMMF is the largest food products marketing organisation of India. It is the apex
organisation of the dairy cooperative of Gujrat. It is the exclusive marketing organisation for
products under the brand name of Amul.

Before introducing any product there in the existing market, Competitive Analysis of the
competitor product and the brand is necessary to know your completion, which required a
detail study for the existing product in detail which includes pack size, pricing, margin, pro
and cons for the product.

At first small retail outlet is accounted for the product to be displayed as at first the small
retail stores near the residence due to the reach and relation with the customer is more
than the a bigger retail outlets like bigbazzar, hypercity etc. And make them aware about
the newly launched product by Amul i.e. peanut butter spread. it was clear that our product
was appreciated as a better product than others in terms of quality and taste.

However, retailers have complaints regarding the replacement of product, distributors etc.
The major reason for this is the company policy of Amul.

Small scale retailers tend to be more price sensitive; they are not ready to put Amul peanut
butter as in some areas there is less demand.

One way to increase the sales of Amul peanut butter, making it aware in the market, giving
retailers more margin in comparison to competitors and advertise it as much as possible.

Second is regarding customer satisfaction, customers are quite satisfied with the products of
Amul especially with the taste. However, there is a tough competition from other brands in
terms of price, quantity and taste. So, this lacks a little in level of satisfaction.

Third and last, the level of consumer delight is quite high, they feel happy to be attached to
Amul, and they welcome further new launches of product in this segment for more
purchase in future. The loyalty factor is quite high and customers offer a great opportunity
for the positive word of mouth.
 INTRODUCTION

Amul Peanut butter is a food paste or spread made from ground, dry-roasted peanuts. It
often contains additional ingredients that modify the taste or texture, such as salt,
sweeteners, or emulsifiers. Peanut butter is a protein packed spread and a taste enhancer to
bread, fruits, milkshakes and desserts. It’s made of ground peanuts - often roasted first -
blended into a thick paste.

Amul peanut butter contains no additives other than a little salt. Peanuts have considerable
nutrients and are consumed in different forms all over Bhopal. It is not very popular in India
and the domestic market is dominated by milk butter.

Indian peanuts are popular all over the world with large exports every year. But
unfortunately, our market share is primarily confined to raw peanuts and value-added
products like blanched & roasted peanuts and peanut butter has very negligible
contribution.

Peanut Butter Market in India estimated to grow aggressively due to increasing demand
from all the states of India. The Indian Peanut Butter Market witnessing 14.2% of CAGR from
2019 to 2025.
MISSION
 GCMMF endeavour to satisfy the taste and nutritional requirement of the customer
of the world through excellence in the marketing by the committed terms.
 Through cooperative networking they are committed to offer quality product that
provides best value for money For our people – an environment where individuals
can constantly learn, grow and prosper. For our business partners – Amul should be
the first choice for their products

VISION
 GCMMF will be an outstanding marketing organisation, with specialisation in
marketing of food and dairy products both fresh and long life with customer focus
and IT integrated
 To provide more and more satisfaction to the farmers, employees and distributors

VALUES
 Customer orientation
 Commitment to producers
 Excellence
 Operations should be fast and simple
 Give customers a good, fair deal. Great customer relationship take time. Do not try
to maximize short term profits at the expense of the building those enduring
relationships
 Always look for ways to make it easier to do business with us
 OBJECTIVE OF STUDY

Primary Objectives
1. An audit on standard operation procedures at Amul Retail Store
2. To improve existing retail network of Amul peanut spread
3. Optimal product placement of Amul peanut spread at stores
4. To evaluate customer response towards Amul Retail Stores
5. To understand the distribution channel of Amul products

Secondary Objectives
2. To create consumer awareness about Amul
3. To understand problems faced by Retailer holder pertaining to
4. selling and storage of Amul products
5. To find out the reasons for liking competitors peanut butter

SCOPE OF STUDY

 The study includes dairy retail store observation and audit

 The study will help in enhancing distribution channel of Amul peanut spread
 Understanding the distribution channel of Amul products
 The study not only gives idea about what problems are faced by distributors in
distribution Amul peanut spread but will also help in identifying solutions for
problems faced by distributors
 The study helps in increasing no. of retailer in Amul products
 The study will help in supplying required products and services to retail distributors
 The study will help in supplying required products and services to retail distributors
in timely manner
 This study will also help in improving the market share of Amul in dairy market
 REVIEW OF LITERATURE

largest Indian milk and dairy products manufacturer considered as one of the most well
recognized and iconic brands in and is the country which was incorporated to protect the
interest of the consumers and the milk producers in India.

Amul has justified its undisputed leadership in foods business by creating 6000 Amul
preferred outlets in a record time which exclusively sell wide range of Amul products. This
has been possible due to strong brand equity and immense consumer support.

Amul parlours are successfully operating in more than 1400 town at high streets, residential
areas, railway stations, bus station, educational institutions and a whole lot centres of
excellence.