FINDING NEW BUSINESS

OPPORTUNITIES IN HoReCa
SEGMENT IN KOLKATA

BY:
LALIT KRISHNAN
18BSPHH01C0629
73yrs 3.6m US$5.5bn
AGED COMPANY MILK REVENUE (2018-2019)
PRODUCING
MEMBERS
 SWOT ANALYSIS OF AMUL
STRENGTH WEAKNESS OPPORTUNITY THREAT
• Has a high brand • Has low market • Company can • Stronger and stiffer
equity share in the introduce new competition given
• Huge network of products like products in those by the international
milk producers and chocolates, unsalted segments and and domestic
retail outlets across butter and promote them to brands like
India. Creamer. the fullest to gain Britannia, Nestle,
• It has a diversified • Has to face stiff market share. Mother Dairy and
product line in competition with • It can tie up with many more local
Dairy segment at the international various HoReCa dairies can become
affordable prices and domestic channels. an obstruction for
making it a market players in the ice • It can reach not Amul’s market
leader. cream segment only urban areas, enhancement.
• Successful resulting in but also in higher
advertisement and comparatively low quantities in the
strategic market share. rural areas to gain
campaigns. brand equity and
• Mascot of Amul girl presence.
among the children.
 OBJECTIVES
 Identify gaps in HoReCa channel and capture the
untapped market.
 Increase Reach of Amul in HoReCa, perform KYC
and increase accounts served through distributors.
TIMELINE: 12 WEEKS
SCOPE
 Market survey of HoReCa outlets in Kolkata
using a detailed questionnaire
 Identifying areas of BTL activities where Amul
can collaborate using its products and design an
event format.
 Identify the Amul's market share vis a vis
competitors for various products.
 Geo Mapping and Amul Track of current and
prospective accounts
 Identifying distributor reach and information of
competition.
 KYC of HoReCa outlets at all Amul WD points of
Kolkata
 Converting new HoReCa accounts and tagging
them with Amul distributor.
 Design a Corporate PPT for HoReCa Product
pitching
 Internship
Methodology

Phase I Phase II Phase III Phase IV

Sales & Revenue
Product Research Market Survey KYC Process
Generation
 Acquired information
Learnt about the new
regarding the processing
products launched in
and manufacturing of
various categories
Amul products

Phase I

Got an idea about the

Learnt about the features
prices of dairy products
of these products
compared to other brands
 Phase II

Market Survey at Consulting purchase Tagging Amul

Framing of managers regarding Distributors to
Questionnaire different HoReCa services given by outlets not having
Outlets Amul any WD units
 Phase III
Contacted the Purchase Manager whose number I had already
collected during Phase II.

Explained him about Amul Creamer, its specifications, USP and

convincing him to do a live sampling.

After he agreed, I went to the hotel and gave him the sample, where
he lively opened and tasted and commented on how the creamer
tastes like.

In case he was interested in the creamer and asked for the quotation
from the company regarding the price of the creamer, I asked him
the email so that the company can send it.

Gave the email ID to my guide for sending the quotation. And then
waited for the Manager to revert back.
 Phase IV
• IT IS THE KYC PROJECT.
• LEARNING A NEW SOFTWARE NAMED DMS.
• VISITING DIFFERENT DISTRIBUTOR POINTS OF AMUL KOLKATA.
• CATEGORIZATION OF THE OUTLETS LISTED UNDER THOSE WD POINTS INTO
HoReCa BY CONSULTING THE RESPECTIVE SALESMAN.
• DEACTIVATING THOSE OUTLETS WHO HAVE STOPPED TAKING GOODS FROM
THOSE WD POINTS.
 FINDINGS (PHASE II)
Butter Ghee
Amul
2% Jharna
2%
Amul 16% Sree Ghee
27%
Vanaspati
Nutralite 20%
Anik
11%
President 7% 2% Local dairy
96%
6% Inhouse
11% Others

Fresh Milk Creamer

23% Amul 9%
24%
45% Amul
Delight Dairy
13% Nestle
Mother Dairy
D'lecta
19% Khatal 67%

MARKET SHARE OF VARIOUS DAIRY PRODUCTS

 FINDINGS (PHASE II)
Milk Powder Fresh Cream Paneer
6%
18% 3% Amul
8% Local
9%
Amulya 23% Rich's Amul
Nestle 68% Tropolite
82% 83% Other Brands
Cream Bell

Ice Cream French Fries

5%
Amul
9% 9% 9%
27% Cream Bell Amul
18% Baskin Robbins
Mc Cain
Metro
14% 27% Others
Rollis 82%
Vadilal

MARKET SHARE OF VARIOUS DAIRY PRODUCTS

 Miscellaneous Work Done

• Also Prepared a Corporate PPT regarding the AMUL PRODUCT PORTFOLIO after getting idea on visiting to MFS Channels.
 GEOMAPPING OF SURVEY REGIONS DONE IN
KOLKATA

GEOMAPPING LINK: https://batchgeo.com/map/cb733fada32dbd4f8e27c62b2f6d082a

 RESULTS & ACHIEVEMENTS
1. TAGGED DISTRIBUTORS TO RESTAURANTS NAMED BONGNESE, INDUS PIZZA
AND A BAR-CUM-RESTAURANT NAMED BEER REPUBLIC.
2. COMPLETED SAMPLING OF LIQUID AND POWDER CREAMER AT ALL THOSE
HOTELS WHICH WAS VERY ESSENTIAL FOR THE COMPANY. AND OUT OF THEM,
3 - 4 BIG 4 TO 5 STAR HOTELS HAVE ALREADY ASKED FOR THE QUOTATION
FOR THE CREAMER, AND A 5-STAR HOTEL, SWISSOTEL HAS ALREADY GIVEN ITS
1ST ORDER FOR IT AS WELL.
3. CONVERTED ABOUT 171 ACCOUNTS IN KYC TASK TO HoReCa SEGMENT.
 CHALLENGES FACED
1. RESEARCH AT THE MALLS AT THE START WAS
VERY DIFFICULT.
2. THE DURATION OF 3 MONTHS/12 WEEKS WAS
NOT ENOUGH TO VISIT ALL THE 250 OUTLETS
AND CONVERT THEM FOR SUPPLY THROUGH
COMPANY’S DISTRIBUTORS.
LEARNINGS
1. FULL DETAILED INFORMATION AND PRODUCT
LINE CATEGORIES OF AMUL.
2. FRAMING OF THE QUESTIONNAIRE FOR
ORGANIZED SET OF DATA.
3. GOOGLE MAPS AND ROUTE PLANNING.

3. DUE TO TIME CONSTRAINTS, ALL THE AREAS 4. NOTES APP AND SOUND RECORDER FOR
IN KOLKATA WAS NOT COVERED. SURVEY FEEDBACK.
4. DEALING WITH THE MANAGERS OF DIFFERENT 5. DMS SOFTWARE.
OUTLETS HAVING DIFFERENT MIND-SET WAS
DIFFICULT. 6. CONVERSATION AND CONVINCING SKILLS
MAKING THE CONVERSATION MORE
5. DURING THE KYC TASK, LANGUAGE AND
INTERACTIVE AND INTERESTED.
LOCATION BECAME A MAJOR BARRIER AS
MANY OF THE DISTRIBUTOR POINTS WERE 7. LEARNT GEOMAPPING FROM Batchgeo.com
LOCATED IN THE REMOTE AREAS.