probiotics final report
TRANSCRIPT
A Project ReportOn
“Estimating the potential of market for Probiotic food and formulating Marketing mix for
Probiotic Buttermilk”
Prepared and presented To
GUJRAT COOPERATIVE MILK MARKETING FEDRATION
ANAND, GUJARAT (AMUL)
Under the guidance of
Mr. Abhishek Joshi, Mr. A. K. BahaliSales Department, Deputy Manager,AMUL, Mumbai. AMUL, Mumbai.
ByAmit SalunkheHimanshu GaurPratik BakliwalPrem GodaraShakti Jaiswal
(4th May- 3rd July 2010)CHETANA’S INSTITUTE OF MANAGEMENT AND RESEARCH,
BANDRA (E), MUMBAI
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ACKNOWLEDGEMENT
With immense pleasure, we would like to present this project report for Gujarat Cooperative Milk Marketing Federation Ltd., Anand (AMUL). It has been an enriching experience for us to undergo our summer training at AMUL, which would not have possible without the goodwill and support of the people around. As students of Chetana’s Institute of Management and Research, Mumbai, we would like to express our sincere thanks to all those who helped us during our practical training programme.
Words are insufficient to express our gratitude toward Mr. A. K. Bahali, Deputy Manager of AMUL, Mumbai for having given us the opportunity to do our project work in the organization. We would like to give our heartily thanks to Mr. Abhishek Joshi, Sales Department, AMUL.
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TABLE OF CONTENTS
Sr.no Chapter Name Pg.no
1. Executive Summary 4
2. Introduction to Probiotic 5
3. Global Scenario 5
4. Indian Probiotic Market 6
5. Market competition in India 7
6. Research Brief 8
7. Customer Questionnaire and Analysis 9
8. Retailer Survey and Analysis 14
9. Estimating Market Potential 21
10. Product Brief 23
11. Logistics Management 25
12. Marketing Mix 26
13. Suggestions 28
14. Conclusion and Findings 29
15. Bibliography 30
16. Appendix 31
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EXECUTIVE SUMMARY
In today’s competitive world while entering in the market it is very important to have good knowledge of the potential of a particular market. To acquire a prominent market share it is necessary to know market condition and facts.
The project was undertaken with the title “Estimating the potential of market for Probiotic food and formulating Marketing mix for Probiotic Buttermilk”
It also looked in the product promotion, placement, logistics and sales.
A research survey is done involving both customers and retailers; a sample size of 250 customers and 100 retailers is considered. The sampling design was used is convenience sampling.
Estimation of market potential is done on the basis of results obtained from customer survey and formulation of new marketing mix is done with the help of responses from retailer survey.
Objectives of Project:
To get deeper insights of market of probiotic food globally and in India.
Get an idea about consumer perception and attitudes towards probiotic food.
To know expectations and suggestions at the retailer’s end.
Estimate market potential for probiotic food. To know about industry competition.
Segmenting the market and deciding target groups.
Study the existing marketing mix used by Amul.
Formulating new marketing mix with innovative strategies to acquire larger market share.
Outcomes:
Probiotic food is emerging market segment with health benefits, which grabs consumer interests in it.
Though awareness of probiotic is very low, but there is large consumer base waiting for such healthy product segment.
As per our estimates there is huge market potential which will lead to success of this segment.
There is a strong need of formulating Integrated Marketing Communication and a marketing mix to acquire the market
INTRODUCTION TO PROBIOTICS
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Almost a century ago, Elie Metchnikoff, a Nobel Prize winner, observed the beneficial effect of lactic acid bacteria in humans, as a result of consumption of fermented dairy products (Metchnikoff, 1907). His observation led the foundation for the concept of ‘probiotic’, which has been defined as “Live microorganisms which when administered in adequate amountsconfer a health benefit on the host” (FAO/WHO, 2001).
GLOBAL SCENARIO
There has been a progressive increase in interest on the use of natural remedies to prevent or treat human ailments. As people become increasingly health conscious, preventive medicine in the form of probiotic foods is gaining popularity. The growth of probiotic products in the developed world has been rapid. As knowledge on probiotic continues to increase on daily basis.
According to a new technical market research report, from BCC Research, the global market for probiotic ingredients, supplements and foods was worth $14.9 billion in 2007. It became worth $15.9 billion in 2008 and it is expected to reach $19.6 billion in 2013, a compound annual growth rate (CAGR) of 4.3%.
The market is broken down into applications of probiotic ingredients, supplements and foods. Of these, foods have the largest share of the market. Worth an estimated $13.8 billion in 2008, this segment should reach $17.0 billion in 2013, a CAGR of 4.2%. Food applications for probiotics are found mostly in dairy products, with yogurts, kefir and cultured drinks representing the major categories of probiotic foods. Yogurt products accounted for the largest share of sales, representing 36.6%. Emerging food applications include probiotic cheese, nutrition bars, breakfast cereal, and infant formula.
INDIAN PROBIOTIC MARKET
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India’s probiotics market has been highlighted by researcher Frost & Sullivan as a “major growth market of the future”, with annual growth of 22.6 per cent until 2015. The presence of major probiotics suppliers and product makers such as Danisco, Hansen, Yakult and Danone is accelerating growth in probiotic dairy products which remain in their infancy.The Indian market remains minute by European standards with F&S estimating its worth at a mere 20.6m Indian rupees (€320,000), but it should push through the €1m mark around 2013-2014 and be worth €1.3m in 2015.
With India’s urban middle class growing rapidly it is easy to see why there is so much interest in a country with a population approaching 1.2bn.
But the public education program required so that consumers are able to make the link between consuming probiotic products such as yoghurts, drinks and supplements, has a long way to go.
In contrast to many other markets, the major format for probiotic sales in India to date has been food supplements, rather than the most popular formats – spoonable and drinkable yoghurts.
Probiotic supplements account for 49 per cent of sales with foods and beverages at only four per cent. Globally, food and beverages account for 56 per cent of probiotic sales.
“Multinational companies have found the Indian market very challenging in the past owing to supply shortages, poor cold chain, storage facilities, poor infrastructure, and underdeveloped and complicated distribution channels,” it said.
“Performance in the food and beverage probiotic market is still dominated by issues in strain stability, low shelf life of products, and the development of probiotic application technology.”
The Existing Legal Framework Governing Probiotics in India:
The Indian probiotic market is worth INR 1.2 billion and growing annually at the rate of about 40 %. However, it is currently regulated by extant food laws that regulate general food items that include:
The Prevention of Food Adulteration Act, 1952 (“PFA Act”) and corresponding Rules of 1955 (“PFA Rules”),
Certain food product specific orders under the Essential Commodities Act, 1955 and The Standards of Weights and Measures Act, 1976 and corresponding Rules of 1977.
The various authorities concerned include:
The Ministry of Health and Family Welfare, The Ministry of Food Processing Industries, The Ministry of Consumer Affairs, Food and Public Distribution, and The Ministry of Agriculture.
(Source: Indian Law Journal)
MARKET COMPETITION IN INDIA
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MOTHER DIARY
Mother Dairy markets approximately 2.8 million liters of milk daily in the markets of Delhi, Mumbai, Saurashtra and Hyderabad. Mother Dairy Milk has a market share of 66% in the branded sector in Delhi where it sells 2.3 million liters of milk daily and undertakes its marketing operations through around 14,000 retail outlets and 845 exclusive outlets of Mother Dairy.
The company’s derives significant competitive advantage from its unique distribution network of bulk vending booths, retail outlets and mobile units. Mother Dairy ice creams launched in the year 1995 have shown continuous growth over the years and today boasts of approximately 62% market share in Delhi and NCR. Mother Dairy also manufactures and markets a wide range of dairy products that include Butter, Dahl, Ghee, Cheese, UHT Milk, Lassi & Flavored Milk and most of these products are available across the country.
KRISHNA
70's, Hat sun Milk Food was formed as a small partnership firm, marketing the brand Arun Ice Creams. The surprise element started even back then, as manufacturing and marketing ice creams was considered a luxury and entry into this area seemed a risky proposition. But a few years and several successes later, the company surprised everyone again by spearheading an ice cream revolution in the South. And becoming a household name. A surprise with every flavor and soon, Arun Ice Creams was proud to present the consumer with 80 delightful flavors’. Another surprising leap in terms of growth from Rs.4.25 lakh in 1981 to Rs.1841 lakhs in 1997.
Arun surprised the ice cream industry itself by overtaking the industry growth rate of 12% by growing at a rate of 30%. And commanding an astounding market share of 34% in the entire Southern market.And thus, not surprisingly, Arun Ice Creams came to be the undisputed No. 1 ice cream brand in the South. Hat sun also has a wide range of milk-based products like Komatha Butter, Curd, Ghee and Kool More.
AARAY
Aarey was cutting down on its milk production from 2.5 lakh litres to 1.5 lakh litres per day. Senior political leaders and Mantralaya officials are now underplaying the issue, stating that they have chalked out a mission document for the dairy which will help resolve all issues. Officials said, "ast month, the daily distribution of Aarey milk was 2.50 lakh litres per day, but the supply has now come down to 97,000 litres per day, which is shocking and unheard of in the last 45 years. People are compelled to switch to other brands of cow's milk and if this continues, the Aarey cow milk supply will only decline further." We are still paying the old rate of Rs 12.50 per litre to the cooperatives, while private players are
already paying the farmers a higher price ranging between Rs 14 to Rs 16 per litre. 2.8 million liters of milk daily in the markets of Delhi, Mumbai,
RESEARCH BRIEF
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Customer Survey for Estimation of Market potential of Probiotic food
Summary: The objective of this study was to evaluate the perception and the attitudes towards probiotic foods of the population, which will help us to estimate market potential for the same in the city of Mumbai, India. Two hundred fifty (100.0%) people were interviewed in area of Bandra to Andheri. Fifty five (22%)of them were aware of the term ‘Probiotic food’. Out of these 55, 21 of them (39%) were unable to mention a single example of a probiotic food. The results of this study indicate the need for an elementary easy-to-understand educational programme using accessible language in order to fix the concepts related to these products, also there is huge market potential for probiotic food.
Materials and methods:
Sampling: Convinience sampling
Sample size:
A structured questionnaire, consisting of seven questions, was used in this study. A random sample of 250 customers in retail outlets is considered in this study.
Area of study:
Bandra to Andheri, Mumbai, India.
Tools used for this research are Questionnaire & short interview. A brief questionnaire focused to collect the relevant information was prepared. The respondents were asked to fill up this questionnaire followed by a short interview .The data gathered through these questionnaires was analyzed to formulate report
Customer Questionnaire & Analysis
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1. Are you familiar with the term ‘friendly bacteria’ which helps in improving digestion and immunity?
Inference:
Almost 50% people know about friendly bacteria in body. There is a need make people aware of probiotic foods which actually contains friendly bacteria.
2. Would you like to consume a product containing these additional bacteria (Probiotic food)?
Inference:
Almost 80% of respondent are willing to consume products which will benefit their health.
Acceptance level for these products will be high.
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44% 56
%
18%
82%
3. a) Are you aware of Probiotic food (If the answer is “No” then continue with Q.6)?
Inference:
Awareness in public is very low, promotional strategies should be formulated. Informative activities for customers will increase awareness.
3. b) Can you give me some example of branded probiotic product?
Inference:
Out of the 22% respondents who know about probiotic food, only 61% were able to recall some example of branded product.
There is a need of powerful Integrated Marketing Communication (IMC), to make probiotic a well known segment.
3. c) (if not) Would you like to know about it?
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22%
78%
39%
61%
Inference:
People are willing to know about the products like probiotic food, which will benefit them for their health.
There is ready consumer base who are willing to know about products like this and they will try if given a chance.
4. How do you come to know about Probiotic food?
Other medium
Televiosion
Friends
Family physcian
Newspaper
0% 5% 10% 15% 20% 25% 30% 35% 40%
17%
22%
40%10%
11%
Inference:
Use of public communication mediums such as newspaper, television will help to improve awareness and acceptance level in customers.
Promotions targeting professional medical practitioners will lead to rapid increase in acceptance.
5. Do you know the benefits of probiotic food?
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14%
86%
Inference:
Only 16% of respondents, who know about probiotic food, are actually aware of benefits of it. There is a need of clear communication regarding the benefits of probiotic food.
6. a) In what form would you like the product to be?
Dry powder
Chocolate bar
Beverages (milk shake, buttermilk)
Ice cream
Dairy product (milk, curd, butter)
0% 10% 20% 30% 40% 50% 60%
19%
9%
52%
14%
6%
Inference:
Beverage is the most preferred form. Dairy products are acceptable to more extent than remaining others.
6. b) What kind of price will you find worth paying for probiotic food as compared to non-probiotic?
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16%
84%
Inference:
People are ready to pay average price for the probiotic products, as compared to non-probiotic product. This gives us the idea about market potential in terms of price which customer is willing to pay.
7. How often would you like to consume this type of healthy product?
Inference:
Taking the idea about the consumption pattern of consumers, 43% of them would like to consume this kind of product twice in a week.
Total 27% who are interested in consuming product daily or alternate day, can be targeted specifically.
RETAILER SURVEY AND ANALYSIS
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12 %
57 %
30 %
43 %
17 %
10 %
Type of Project: Research based Marketing Project.
Research Methodology
Sampling Method
Retailers: Cluster Sampling
Sample size
Retailers: 100
Area of Research
Mumbai – Western Region: Bandra (E) to Andheri (E)
Time taken for completion of the project 25 days
Tools used for Research:
Tools used for this research are Questionnaire & short interview .A brief questionnaire focused to collect the relevant information was prepared. The respondents were asked to fill up this questionnaire followed by a short interview .The data gathered through these questionnaires was analyzed using MS-Excel.
Data Collection
Primary Data: We collected primary data by interviewing personally with the help of a structured questionnaire.
Secondary Data: We collected the secondary data from the Amul sales officers & Distributors with the help of some short interviews & some informal chat.
RESEARCH BRIEF
DATA ANALYSIS
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1 What percentage of margin you accept from the company?
a) 6-10% b) 11-15% c)16-20% d) Above 20%
The maximum number of retailers says that they want 11-15% of margin that is 55% of retailers, and 22% of retailers says that they want above 20% margin so that they can sale more Buttermilk.
2. Which service do you prefer for delivery of Probiotic Buttermilk?
a) Daily b) Alternate Days c) In week 2 times d) Once in a week
The maximum numbers of retailers says that they want alternate days of delivery that is 44%,32% of retailers says that they want Daily delivery for sale ,15% of retailers says that they want delivery in 2 times in week and 10% of retailers says they want delivery once in a week.
3. How do you like Service given for Probiotic Buttermilk?
a) Bad b) Average c) Good d) Excellent
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Percentage of Margin
The service given for probiotic buttermilk according to 60% of retailers was excellent,33%said it was good because most of the retailers want daily service, 5% retailers said that service is average and 2% retailers said it was Bad.
4. How is your experience of selling Probiotic Prolife Buttermilk?
a) Bad b) Average c)Good d) Excellent
The 63% of retailers said that selling Probiotic buttermilk was as excellent experience and they would like to sale buttermilk next time also, 19% said it was good to sale buttermilk, and 18% said it was average due to less percentage of margin.
5. Does the stock reach you in condition?
a) Yes b) No c) If no then specify…..
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Experience in selling Probiotic Buttermilk
The maximum number of retailers said that stock was in good condition and only 5% said no because of the receive some old the stock was of old dates.
6. How do you like the quality of packed bottle of Probiotic Butter milk?
a) Bad b) Average c) Good d) Excellent
The maximum number of retailer said the quality of bottle was good was good very few said it was excellent but rest of they said it was average and bad because the cap of bottle was once open was not easily close pack.
7. How do you obtain Freeze?
a) Given by company b) Owned c) Rented
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Quality of Probitic Buttermilk bottle
The maximum number of retailers said that they obtain freeze by their own and least of them said that the freeze was given by the Amul Company for other product of Amul.
8. Which Buttermilk you prefer apart from Prolife Probiotic?
a) Govind b) Gagangiri c) Prepared by own
Apart from Probiotic Buttermilk the maximum number of buttermilk sold in market was Govind Buttermilk, then Gagangiri and very less prepared by own by retailers.
9. Why do you need other brands other than Prolife Probiotic Buttermilk?
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a) Price b) Flavor c) Margin d) Consumer Demand
The maximum number of retailer sale other brands of buttermilk along withAmul due its Price and its margin.
10. What kind of advertising must do for sale of Buttermilk?
a) Press b) Television c) Billboard
The maximum number of retailer suggests that the company should do Television advertising for promotion of a product so that the people will know about the product and there will be high sale of buttermilk.
11) Suggestions and Comments if any?
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Suggestions by the retailers: -
The company should advertise about the product as soon as it launches the product. Amul Company should provide a small freeze as other company does. Company must provide schemes so that consumers can by the buttermilk. They must launch probiotic buttermilk into 500ml. Company must do such a provision that the shelf life of Buttermilk must increase to 10-
15 days.
ESTIMATING MARKET POTENTIAL
Estimating the market potential for a business is critical in evaluating its viability and providesan estimate of the maximum total sales potential for a given market. Once the estimated marketpotential has been calculated, it is possible to determine if the market is large enough to sustainyour proposed business or sustain an addition competitor in the marketplace. It is important toremember that the estimated market potential sets an upper boundary on the market size and canbe expressed in either units and/or sales. Unless there are no direct or indirect competitors, abusiness will capture a share of the total estimated market potential not all of it.The following provide the steps and data necessary to estimate the market potential. These willbe discussed in detail later.
Check-List
Estimating the market or market potential for a new business or business expansion is critical indetermining the economic feasibility of a venture. Estimating the market potential will determineif the market is large enough to support your businesses. This check-list will address a numberof questions that need to be answered before an estimate can be calculated.
What type of customer will buy the product or service?Where are these customers located?How many potential customers (N) are there?How often do they consume or use it?What is the Competition?What are people paying?
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What is the Potential for the Market to Develop?What is my share of the Market?
Some key factors which will help in estimating market potential are;
Key Market Drivers:
Palatability of the finished product propels volume growth Portable portions that offer convenience boosts market growth Product innovation in application formats fuels revenue and volume growth Natural affinity for supplements promotes demand Growing interest from Pharmaceutical companies expands the market Higher stability and longer shelf-life of probiotic facilitate growth
Key Industry Challenges:
Low consumer awareness Difficulties in product development Changing and increasing demands from food and supplement manufacturers
Key Market Restraints:
Limited stability of probiotic food products constrains application formats Higher retail price versus nonprobiotic food products Nonexistent standards that check for viability erodes consumer trust Presence of substitute products compete for market share
Key Steps in Estimating Market Potential:
1. Define your target market and market segments.2. Define the geographic boundaries of your market.3. Derive an average selling price.4. Determine the average annual consumption.
Estimating the market potential for a business requires specific information on the number ofpeople or potential buyers, an average selling price, and an estimate of consumption or usage fora specific period of time. Once this information has been collected, it can be plugged into thefollowing formula to derive the estimated market potential.
Calculation for Estimation of Market Potential:
MP = N * P * Q Where:MP = market potentialN = number of possible buyers
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P = average selling priceQ = average annual consumption
N = 82% of respondent (from data of Q.2) (According to Census of India 2001, Mumbai’s metropolitan area population is 21,347,412
So 82% of this comes to be) = 17504878
P = Rs. 25 (selling price of Amul Prolife Probiotic Buttermilk)Q = Average consumption taken 0.2 ltr/day.
MP = 17504878*25*0.2 = Rs. 8,75,24,390
The estimated market potential for Mumbai Metropolitan comes to be Rs. 8,75,24,390 for a year.
PRODUCT BRIEF
What is Prolife Probiotic buttermilk?
A normal buttermilk prepared breaking curd-formed by inoculation of pasteurized milk With Probiotic bacterial culture and pasteurized water
The product is kept refrigerated in a sealed bottle till consumption Available as salted natural flavored variant
Contents:- Pasteurized double toned milk, pasteurized water, Probiotic bacterial culture The final product is not theorized to retain its micro flora No colour has been added to Probiotic buttermilk The product contains almost same fat as normal buttermilk but appears thicker The product needs no preservative as it is preserved naturally by the added
lactic acid produced by the bacterial during fermentation and subsequent refrigerated storage
It taste like normal buttermilk but seems thicker because of the bacterial culture It is recommended that you drink at least 100 ml. daily
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Both children and adults can have 100 ml. every day to ensure a healthy living As per international standards (fao/who), drink/foods need more than 1 million Cfu per ml/gm to graduate the status of Probiotic drinks/foods- which is there
In prolife Probiotic buttermilk Prolife Probiotic buttermilk can be enjoyed at any time of the day- mostly
Preferred during or after a meal The shelf life prolife Probiotic buttermilk is 7 days from the day of manufacture,
Only if continuously kept in refrigerated condition (4 to 8 degree) Manufacture and packed under strict quality and hygienic condition Packed hygienically and thus free from any adulteration Can be garnished to taste flavored/spiced Can be used as a beverage with food or as a chilling refresher or as a health
drink Convenient and affordable
Benefits:-
(A)The product Increases the absorption of minerals and vitamins to improve digestion Is rich in whey protein which is ideal for bones and muscles Is low fat and low calorie Is rich in calcium and minerals Is a healthy and refreshing drink
(B) Probiotic bacteria
Restores the balance in our body with the beneficial culture Boosts immunity Helps in alleviating lactose intolerance Helps in preventing intestinal infection Helps in cholesterol management and protects against harmful bacteria
Other health benefits:-The prolife Probiotic buttermilk is not a cure but contains Probiotic bacteria which are known to confer the below mentioned preventive Health benefits: Helps subject fight traveler’s diarrhea, infant diarrhea & rotavirus
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Infections Imparts protection against H. pylori by dislodging it from the gut and
Improves the overall gut/intestinal health Helps to protect atopic dermatitis (skin disorders) , yeast infection
And even helps fight against certain type of cancers.
LOGISTICS MANAGEMENT
The Probiotic buttermilk comes from Gujarat Cooperative Milk Marketing Federation in insulated van which keeps buttermilk cool and help it to avoid from spoiled , the buttermilk go directly to distributor centre ,the distributor has a deep freezer which keep cool buttermilk ,and from there it reach to retailers. The Distributor plays a vital role in cold chain management. The distributor is the person who is responsible to supply the stock to the retailers. Probiotic Buttermilk do not have long life it get spoiled soon as it contacted to heat so distributor distribute buttermilk to retailers in shifters so that the buttermilk don’t get spoiled and the retailers keep it into freeze so that it doesn’t get contacted to heat and get spoiled, the buttermilk has 07 seven days of life, it gets bitter if it is contacted with heat more than a hour.
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Retailer
DistributorSuppliers Manufacturer
MARKETING MIX
Product
The product is the physical product or service offered to the consumer. In the case of physical products, it also refers to any services or conveniences that are part of the offering.
Product decisions include aspects such as function, appearance, packaging, service, warranty, etc.
Price
Pricing decisions should take into account profit margins and the probable pricing response of competitors. Pricing includes not only the list price, but also discounts, financing, and other options such as leasing.
Place
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Consumer
Place (or placement) decisions are those associated with channels of distribution that serve as the means for getting the product to the target customers. The distribution system performs transactional, logistical, and facilitating functions.
Distribution decisions include market coverage, channel member selection, logistics, and levels of service.
Promotion
Promotion decisions are those related to communicating and selling to potential consumers. Since these costs can be large in proportion to the product price, a break-even analysis should be performed when making promotion decisions. It is useful to know the value of a customer in order to determine whether additional customers are worth the cost of acquiring them.
Promotion decisions involve advertising, public relations, media types, etcWord of mouth is any apparently informal communication about the product by ordinary individuals, satisfied customers or people specifically engaged to create word of mouth momentum. Sales staff often plays an important role in word of mouth and Public Relations
Summary of Marketing Mix Decisions
Product Price Place Promotion
Functionality
Appearance
Quality
Packaging
List price
Discounts
Allowances
Financing
Leasing options
Channel members
Channel motivation
Market coverage
Locations
Advertising
Personal selling
Public relations
Message
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Brand
Warranty
Service/Support
Logistics
Service levels
Media
Budget
SUGGESTIONS
Creating awareness in market about Probiotic food with the help of different type of promotional activities like free sampling, telling them about benefits of product.
Product should be offered in small unit packaging, rather than 1 liter packs.
Packaging should be modified from pet bottles to tetra pack, with attractive and informative labeling.
Shelf life of the product should be increased up to 15 days.
Promotional offers for retailers should be continued for a period of time until the sales gears up from start.
Product variants with different flavors could be launched.
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There is a strong need of formulating Integrated Marketing Communication and a marketing mix to acquire the market. Use of different mediums such as newspaper, television can be done.
Advertising should be done on larger scale. Company can appoint a Brand ambassador who is representative of healthy human.
Distribution channel should be improved to make efficient and timely distribution, as this product is sensitive to temperature and also the shelf life is limited and short.
Promotions targeting professional medical practitioners will lead to rapid increase in acceptance.
CONCLUSION AND FINDINGS
AMUL is a already known and popular brand with strong consumer base. Probiotic food is emerging market segment having huge market potential.
Survey resulted in to following conclusions:
People are willing to know about the products like Probiotic food, which will benefit
them for their health. There is ready consumer base that are willing to know about products like this and they will try if given a chance.
There is a strong need of formulating Integrated Marketing Communication and a marketing mix to acquire the market which is having high potential to grow.
Almost 50% people know about friendly bacteria in body. There is a need make people aware of Probiotic foods which actually contains friendly bacteria.
Beverage is the most preferred form. Dairy products are acceptable to more extent than remaining others. This means that Buttermilk as a product form is widely acceptable.
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People are ready to pay average price for the Probiotic products, as compared to non-Probiotic product. This gives us the idea about market potential in terms of price which customer is willing to pay.
Taking the idea about the consumption pattern of consumers, 43% of them would like to
consume this kind of product twice in a week.
Total 27% who are interested in consuming product daily or alternate day, can be targeted specifically.
There is a strong need of formulating Integrated Marketing Communication and a marketing mix to acquire the market which is having high potential to grow.
BIBLIOGRAPHY
www.amul.com www.bbc.com www.usprobiotics.org www.indianlawjournal.com www.google.co.in Marketing Management by Mr. Philip Kotler
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APPENDIX
a) Customer Questionnaire:
1. Are you familiar with the term ‘friendly bacteria’ present in human intestine which helps in improving digestion and immunity? (Yes/No)
2. Would you like to consume a product containing these additional bacteria (Probiotic food)? (Yes/No)
3. a) Are you aware of Probiotic food? (Yes/No)b) can you give me some example of branded probiotic product? (Yes/No)c) (if not) Would you like to know about it? (Yes/No)
4. How do you come to know about Probiotic food?- Newspapers
- Television
- Friends
- Family physician
- Other medium
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5. Do you know the benefits of probiotic food? (Yes/No)
6. a) In what form you would like the product to be?- Dry powder
- Beverage (milk shake, buttermilk)
- Chocolate bar
- Ice cream
- Dairy product (milk, curd, butter)b) What kind of price will you find worth paying for probiotic food?
- Low
- Average
- High
7. How often would you like to consume this type of healthy product?- Daily
- Alternate day
- Twice in a week
- Weekly
b) Retailer Questionnaire:
Name of the Retailer:
Contacts:
Add:
1 What percentage of margin you except from the company?
a)6-10% b) 11-15% c)16-20% d)Above 20%
2 Which service do you prefer for delivery of Probiotic Buttermilk?
a) Daily b) Alternate Days c) In week 2 times d) Once in a week
3 How do you like Service given for Probiotic Buttermilk?
a) Bad b) Average c)Good d) Excellent
4 How is your experience of selling Probiotic Prolife Buttermilk?
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a) Bad b) Average c)Good d) Excellent
5 Does the stock reach you in condition?
a) Yes b) No c )If no then specify…..
6) How do you like the quality of packed bottle of Probiotic Butter milk?
a ) Bad b) Average c)Good d) Excellent
7) How do you obtain Freeze? a) Given by company b) Owned c) Rented
8) Which Buttermilk you prefer apart from Prolife Probiotic?
a) Govind b) Gagangiri c) Prepared by own
9) Why do you need other brands other than Prolife Probiotic Buttermilk?
a) Price b) Flavor c) Margin d) Consumer Demand
10) What kind of advertising must do for sale of Buttermilk?
a) Press b) Television c) Billboard
11) Suggestions and Comments if any?
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