Summer Internship Program

Name: M Kushal Reddy Enrolment Number: 21BSPHH01C0614

Phone Number: 8328128567 E-mail: mkushal.reddy21h@ibsindia.org

IBS Campus: Hyderabad

Internship Proposal (IP)

 Internship
Proposed:

"Study on Amul Bakery range awareness and strategies to improve Bakery product
penetration in retailers of Hyderabad city.'’

The internship is proposed with AMUL (GCMMF); under the bakery range (Butter Cookies,
Chocolate Cookies, and Rusk). The internship is proposed for 12 weeks from 23 rd Feb to 21st May
2022. The internship would enable me to perform an industry analysis using secondary and
primary data received from the company and my interactions with the retailers. The focus of this
report would be inclined towards "Bakery products" and evaluate the factors affecting purchase
behavior of retailers, market position, and competitive analysis of the brand.

The working hours of the internship will be similar to that of regular business hours, i.e., 10:00
Am to 6:00 pm (Monday to Saturday. Sunday is the weekly off) as an intern in the marketing and
sales department. I would further assist the salesmen in increasing the products mentioned above'
market share. My company guide will be Mr. Rubhavan Moida (Sr. Executive-Sales at GCMMF).
At the end of the stipulated time of 12 weeks (23 rd Feb to21st May). The final report will be
prepared and presented based on the findings and learning from the internship.

 Description of Internship in brief:

Amul is an Indian dairy cooperative society based in Anand (Gujarat). It is a cooperative brand
managed by a cooperative body formed in 1946, also named the Gujarat Co-operative Milk
Marketing Federation Ltd., which deals with products such as Milk, Beverages, Chocolates, Curd,
Paneer etc.

The internship started with understanding the product offerings and segments in the bakery
range under the Amul brand. The initial interaction with the market was done through market
visits with the salespeople working in the allotted area. This market interaction over two
weeks enabled us to understand how the ground sales function and the type of strategies
 the company implemented it to increase the sales of the designated products and the jargon and
key terms used in the industry.

As mentioned in the title of the project, the entire research will be focused on "Bakery Range,"
which include three products, namely
1. Butter Cookies (variants)
2. Chocolate Cookies
3. Rusk

The research would be conducted with the help of observation and responses collected from
two categories of people, namely, the customers and the consumers. The customers refer to
the retailers and wholesalers, whereas the consumers refer to the people who are the end-
users of the product. The questionnaire aims to perform a market and competitive analysis of
the product mentioned above.

Questionnaire about the customers (Wholesalers and Retailers) will focus on the plans and
schemes provided to them by different companies dealing in similar products. The end
outcome will be a clear understanding of the various strategies followed by competitors. That
will enable us to make necessary amendments to the existing strategies implemented by
Amul to increase the sales of the bakery products.

A questionnaire pertaining to the consumers (end-users of the product) will enable us to

understand their preferences and the reason for their preference. That will allow us to
understand the competition and will, in turn, help us further develop our product to make it
more appealing to the consumer.

Based on the responses collected through the questionnaire and observations and interaction
with customers and consumers through daily visits, I would be `first analyzing all the product
variants and the different factors affecting the sales and market share of Amul. My
fundamental task would be to understand the customer preference, help the salesman
increase sales, and evaluate the reasons for the customer to buy another brand.
Also, a market analysis would be performed, and consumer psychology would be studied
over the period. Different influential factors and determinants will be studied and their
relative impact on the brand.

 Key Deliverables of the work:

1. Review of industry.
2. Analysis of trends.
3. SWOT analysis of the brand.
4. Understanding the buying motives and purchase decisions of customers.
5. Analyze the factors affecting the preferences of consumers.
6. Understanding the impact of each factor in schemes provided towards the wholesalers and
retailers.
7. A comparative analysis of Amul versus other brands in all parameters.
8. Providing strategies and solutions to increase the market share.
 Objectives of the internship:

1.To understand the business function involved in the planning and controlling the flow of
products in a geographically dispersed market.
2.To understand different channels of FMCG distribution.
3.To understand the distribution pattern of Bakery Products of Amul (Butter cookie
variants, Chocolate cookies and Rusk) in the rural and the urban areas.
4.To create sales business strategies and develop existing sales.
 Schedule:

23rd February to 21st May 2022 : Time span of the Internship

4th March 2022 : Initial Information Report Submission
16th March 2022 : Proposal Submission
13th April 2022 : Interim Report Submission
12th May 2022 : Final Report Submission

 Limitations of the study:

1. The study is limited to bakery products provided by Amul and cannot be relevant to other
competitors as there may not exist similar internal and external factors of production and
sales.
2. Company doesn't provide much data due to which there can't be overall a proper and
detailed analysis and also some retailers or consumers could provide biased information
which they may think is right.
3. The lack of candidness of respondent towards answering the questionnaire in few cases
may reduce the accuracy of survey.

Faculty Guide Name: Dr. JSK Chakravarthi

Company Guide Name: Mr. Rubhavan Moida

Date: 16th March, 2022 Aditya Peyyeti