SUMMER INTERNSHIP INITIAL REPORT

1. Details of the Student Intern

a) Name : Harshraj Solanki

b) Enrollment Number : 20220201478

c) Mobile : 8849334105

d) Email : 20220201478@karnavatiuniversity.edu.in
e) Reporting Time(in and out) : 9:00 AM to 12:30 PM

f) Category : Marketing / Sales

2. Details of the Organization

a) Name : AMUL

b) Branch/Unit: AMUL, GCMNF KAKARIYA

c) Address : Kankaria's Football Ground, Bhakt Vallabh

Dhola Marg, Dutt Society, Kankaria, Maninagar, Ahmedabad,
Gujarat 380002

3. Details of the Industry Guide

a) Name : Dr. Jayesh Bharwad sir

b) Designation :

c) Email Id :
d) Contact Number : 9879353901

4. Details of the Faculty Guide

a) Name : Tanmaya Mishra sir

b) Email Id : tanmaya@karnavatiuniversity.edu.in
c) Title of Project : “The Contribution of Sustainable
Operations Management Practices & Benefits”
d) Contact Number : 7008559212
 (Signature of the Student)

Company Overview (AMUL) :

(1) Organizational Structure and Hierarchy :

(A) Unit Overview:

Location: Kankaria's Football Ground, Bhakt Vallabh Dhola Marg, Dutt Society, Kankaria, Maninagar,
Ahmedabad, Gujarat 380002
Unit Type: Marketing

(B) Hierarchical Structure:

(1)Branch Manager: [Dr. Jayesh Bharwad sir )

Overall in-charge of branch operations, decision-making, and strategic planning.

(2) Marketing Manager: [Shikha Sinha mam]

 Oversees marketing campaigns, promotional activities, and market research.

(3)Sales Manager(PSM): [Ritesh sir]

Responsible for sales targets, strategies, and supervision of the sales team.

(4)Supervisors:

Sales Supervisors(WD): [Paresh sir ]

Lead the sales teams, allocate tasks, and monitor performance.

(2) Marketing :

(A) Product Portfolio:

Dairy Products: Milk, cheese, butter, yogurt, paneer.

Beverages: Flavored milk, buttermilk, lassi.
Others: Ice creams, chocolates, ghee.

(B) Distribution Network:

Channels: Distributors, wholesalers, retail stores, online platforms.

Coverage: Urban and rural areas within Ahmedabad and surrounding regions.

(C) Sales Force:

Structure: Sales executives, sales representatives, and area sales managers.

Roles: Achieving sales targets, maintaining customer relationships, gathering market feedback.

(D) Pricing:

Strategy: Competitive pricing aligned with market demand and cost structures.
Factors: Production costs, competitor pricing, consumer purchasing power.

(E) Promotion Strategies:

Advertising: TV commercials, print ads, digital marketing.

Sales Promotions: Discounts, combo offers, free samples.
Public Relations: Community engagement, sponsorships, CSR activities.

(F) Customer Service:

Channels: Helpline, email support, social media.

Strategies: Quick resolution of queries and complaints, customer feedback loops.
(G) Market Structure and Share:

Market Type: Monopolistic competition with multiple dairy brands.

Market Share: Amul's position as a leading brand in the dairy sector in Ahmedabad.

(H) Competition:

Key Competitors:

(1) Ice-cream : Kwality Walls, Baskin Robbins, Havmor, Vadilal, Dinshaws, Mother Dairy,
Arun Ice Cream and others.

(2) Dairy products : Mother Dairy, Nandini, local dairy brands.

Competitive Strategies: Innovation, extensive distribution, aggressive marketing.

(I) Measurement Metrics:

Sales Metrics: Volume sold, revenue generated, market penetration.

Marketing Metrics: Campaign reach, customer engagement, brand recall.

(3) Human Resources :

(A) Organizational Structure:

Departments: Sales, Marketing, HR, Finance, Operations.

Hierarchy: Branch Manager → Department Managers → Team Leads → Staff

(B) Staff Strength:

Total Employees: Approx. [Number]

Department-wise Distribution: Sales [Number], Marketing [Number], HR [Number], etc.

(C) Recruitment:

Processes: Job postings, campus recruitment, interviews, and selection.

(D) Training and Development:

Programs: Induction training, skill enhancement workshops, leadership development.

Frequency: Regular intervals, as per needs identified during appraisals.

(E) Appraisal and Retention:

Appraisal System: Performance reviews, feedback sessions, goal setting.

Retention Strategies: Employee engagement activities, rewards, and recognition programs.

(F) HR Policies:
 Key Policies: Attendance, leave, code of conduct, anti-harassment.

(4) Finance :

(A) Capital Structure:

Sources of Capital: Equity, debt, internal accruals.

Investment Strategies: Reinvestment in marketing, infrastructure, and R&D.

(B) Financial Ratios:

Key Ratios: Profit margin, return on investment (ROI), current ratio, debt-to-equity ratio.

(C) Performance Metrics:

Financial Performance: Quarterly and annual revenue, profitability, cost management.

Customers (In Reference to Amul Ice-cream)

(1) Products of the Company:

So, basically Amul offers a diverse range of ice cream products for catering the various tastes and
preferences, including:

Standard Flavors: Vanilla, Chocolate, Strawberry.

Premium Flavors: Rajbhog, Kesar Pista, Belgian Chocolate.
Specialty Flavors: Shahi Anjir, Anjeer Badam, Roasted Almond.
Frozen Desserts: Sundaes, Ice Cream Cakes.
Health-focused: Sugar-Free Ice Creams, Probiotic Ice Creams.
Seasonal Flavors: Mango, Lychee.

(2) Customer Profile:

(A) Age Groups:

Children (3-12 years)

Teenagers (13-19 years)
Young Adults (20-35 years)
Adults and Seniors (35+ years)

(B) Income Levels: Middle-income to high-income groups.

(C) demographic Locations: Urban, semi-urban, and rural areas.

(3) Customer Segmentation:

Amul segments its ice cream customers based on several factors:

(A) Demographic Segmentation:

Age: Products for children (fun and colorful ice creams), adults (rich and sophisticated flavors),
health-conscious (sugar-free, probiotic options).
Income: Standard products for budget-conscious customers, premium and specialty products for
higher-income customers.

(B) Product Positioning:

So, Amul positions its ice cream as the high-quality and affordable treat which caters to the various tastes
and preferences. Key aspects of its positioning include:

Quality Assurance: Known for high standards of quality and hygiene.

Value for Money: Competitive pricing with premium quality.
Wide Variety: Extensive range of flavors and formats.
Brand Heritage: Strong brand reputation and trust.

(C) Buying Pattern:

Frequency: Regular purchases by families, higher frequency in summer.

Channels: Supermarkets, convenience stores, Amul parlors, e-commerce platforms(for eg. Blinkit,
BigBasket, etc).
Impulse Purchases: High incidence of impulse buying due to attractive packaging and point-of-sale
promotions.

Competition (In Reference to Amul Ice-creams)

So, Amul Ice Cream faces significant competition in the Indian market, characterized by numerous local
and national brands vying for market share. Here’s an in-depth analysis of Amul’s major current and
potential competitors in the ice cream sector:

(1) Current Competitors

(A) Kwality Wall's:

Brand Overview: A leading ice cream brand owned by Hindustan Unilever, known for its wide range
of products.
Product Range: Includes Cornetto, Magnum, Paddle Pop, and Feast.
Strengths: Strong brand recognition, innovative flavors, aggressive marketing campaigns, extensive
distribution network.
Weaknesses: Higher price points compared to Amul, primarily targets urban markets.
(B) Mother Dairy:

Brand Overview: A well-established dairy brand in India, with a strong presence in the ice cream
market.
Product Range: Includes traditional flavors, fruit-based options, and novelties.
Strengths: Trusted brand name, competitive pricing, robust distribution in North India.
Weaknesses: Lesser presence in certain regions, limited premium offerings.

(C)Baskin Robbins:

Brand Overview: A global ice cream brand with a premium positioning in the Indian market.
Product Range: Known for its 31 flavors, premium ice creams, and seasonal specials.
Strengths: High-quality products, premium brand image, unique flavors.
Weaknesses: High price points, limited to urban and semi-urban areas.

(D) Havmor:

Brand Overview: A popular ice cream brand known for its innovative products and strong market
presence in Western India.
Product Range: Includes tubs, cones, ice cream cakes, and novelties.
Strengths: Strong regional brand, unique product offerings, competitive pricing.
Weaknesses: Limited national presence, smaller distribution network compared to larger brands.

(2) Potential Competitors :

(A) International Brands Entering the Market:

Ben & Jerry’s: Known for its premium, innovative flavors and socially responsible marketing.
Haagen-Dazs: Another premium brand with a focus on rich, indulgent flavors and high-quality
ingredients.
Strengths: Strong global brand recognition, premium product offerings.
Weaknesses: High price points may limit market penetration, primarily targets niche markets.

(B) Local and Regional Brands:

Regional Specialties: Brands like Arun Ice Cream (South India) and Dinshaw’s (Central India) are
strong in their respective regions.
Strengths: Deep understanding of local tastes, strong regional loyalty.
Weaknesses: Limited national presence, smaller marketing budgets.

Competitive Strategies
(A) Kwality Wall's:

Promotion: Heavy advertising on TV and social media, strategic partnerships, and in-store
promotions.
Distribution: Extensive network through retail outlets, supermarkets, and ice cream parlors.
 (B) Mother Dairy:

Promotion: Focused marketing in North India, leveraging the Mother Dairy brand's trust.
Distribution: Strong presence in North India, including retail stores and Mother Dairy booths.

(C) Vadilal:

Promotion: Regional advertising campaigns, participation in local events, and festivals.

Distribution: Strong network in Western India, expanding presence in other regions.

Job-Description (Amul sales Intern)

Position: Sales Intern (Ice-Cream and Beverages)

Location: Chandkheda, Ahmedabad

Reporting To: PSM (Ritesh Sir)

Internship Duration: [45 Days]

Internship Timing: 8:30 AM to 12:00 PM

Job Overview:

As a Sales Intern for Amul (GCMMF) in the Ice-Cream and Beverages division, i play a crucial role in
supporting our sales activities in the Chandkheda & Motera area. So my primary responsibilities is to
promoting and selling Amul's range of beverages initially, followed by ice-cream products. Currently i am
working under the supervision of the Product Sales Manager (PSM), Mr. Ritesh, and (WD) Paresh sir
and contribute to achieving sales targets, enhancing customer relationships, and expanding market
presence.

Key Responsibilities:

1. Sales and Promotion:

a. Actively promote and sell Amul beverages in the Chandkheda area.
b. Shift focus to selling Amul ice-cream products as directed by the supervisor.
c. Demonstrate product features and benefits to customers and retail outlets.
2. Market Development:
a. Identify potential customers and new sales opportunities.
b. Develop and maintain relationships with existing and potential clients.
c. Conduct market research to understand customer preferences and trends.
3. Customer Engagement:
a. Engage with customers to understand their needs and preferences.
b. Provide excellent customer service and handle inquiries and complaints promptly.
c. Ensure customer satisfaction by delivering high-quality service.
4. Sales Reporting:
a. Prepare and submit daily sales reports to the PSM, Mr. Ritesh.
 b. Track sales performance and provide feedback on market trends.
c. Maintain accurate records of sales activities and customer interactions.
5. Field Work:
a. Conduct regular field visits to retail outlets, supermarkets, and other sales points.
b. Coordinate with distributors and retailers to ensure timely product delivery.
c. Gather and report on customer feedback and market conditions.

(For-Eg;- Sales Report of Day-1)