Amul Prolife Probiotic & Sugarfree Wellness

A PROJECT REPORT

ON

AMUL PROLIFE PROBIOTIC & SUGARFREE WELLNESS

ICECREAMS

BY

SHASHANK SHEKHAR

ENROLLMENT NO- 10BSPHH010717

A REPORT

ON

AMUL PROLIFE PROBIOTIC & SUGARFREE WELLNESS ICECREAMS

BY

SHASHANK SHEKHAR

ENROLLMENT NO.10BSPHH010717

A REPORT SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS OF MBA PROGRAM OF IBS HYDERABAD

CONDUCTED AT

GCMMF, HYDERABAD DEPOT.

SUBMITTED TO:

Mr. S.V.R CHARY

BRANCH MANAGER

GCMMF L.T.D, HYDERABAD

FACULTY GUIDE:

ASST. PROF. MALINI REDDY

DEPT. OF MARKETING

IBS HYDERABAD

DATE OF SUBMISSION: MAY 16th, 2011

AUTHORIZATION

ACKNOWLEDGEMENTS

With immense pleasure, I would like submit this report on marketing research work on Amul prolife probiotic & sugarfree wellness ice creams, the research work being conducted at GUJRAT CO-OPERATIVE MILK MARKETING FEDERATION L.T.D., HYDERABAD. It has been an enriching experience for me to undergo my summer training at Amul, which would not have been possible without the goodwill and support of the people around. As the student of IBS HYDERABAD I would like to express my sincere thanks to all those who helped me during my practical training program.

I am very much grateful to the centre head of IBS Hyderabad for his support during the project.

I am extremely thankful to Asst. Prof. Malini Reddy (my faculty guide -Marketing dept.) for her kind guidance & helpful suggestions in every stage of the preparation of the report.

I owe my sincere thanks to Mr. S.V.R Charry for providing an opportunity to undertake my project work in their esteemed organization and to obtain valuable insights about the working of the firm.

I would like to express my profound sense of gratitude to our project in charge Mr. Atul Mishra (GCMMF PVT.L.T.D, Hyderabad) for his guidance, valuable suggestions and co-operation during the project.

Lastly I convey my regards to the distributors, retailers and the consumers who helped in making the program successful by sharing their valuable time and information.

TABLE OF CONTENTS

Authorization

Acknowledgement

Executive Summary

1. INTRODUCTION.................................................................................10

1.1 Industry Profile

1.1.1 Market share of major player....................................................10

1.1.2 Variety seeking behavior in ice cream industry..............................11

1.1.3 Growth and Business opportunity ..............................................12

1.1.4 Recent innovations in ice cream industry......................................14

1.1.5 Attractiveness of the probiotic ice-cream sub category......................15

1.1.6 Challenges............................................................................17

1.2 Company Profile and Background..........................................................18

1.2.1 The Amul Model..................................................................18

1.2.2 Present status of Amul in market................................................18

1.2.3 GCMMF : An overview .........................................................19

1.2.4 Sales growth at GCMMF.........................................................19

1.2.5 Achievements......................................................................20

1.2.6 Competitors.........................................................................21

1.2.7 Product Range.....................................................................21

1.2.8 Amul Ice-creams..................................................................22

1.3 Introduction to the project ...................................................................23

1.3.1 Purpose..............................................................................23

1.3.2 Utility of project...................................................................27

1.3.3 Objectives of the project.............................................................27

1.3.4 Scope of the study.................................................................28

1.3.5 Product profile.......................................................................28

2. RESEARCH METHODOLOGY........................................................................32

2.1 Problem identification and formulation..........................................................31

2.2 Problem