New Product Launch of STAMINA: India's First Sports and Health Drink in Pune

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SYMBIOSIS INSTITUTE OF MANAGEMENT STUDIES

A company project study

“New product launch of STAMINA-India’s first sports and health drink in Pune”

UNDER THE GUIDANCE OF MS RICHIE AGARWAL, SENIOR EXECUTIVE AND DAIRY INCHARGE

T OWARDS PARTIAL FULFILLMENT OF
COMPANY PROJECT STUDY 2010 AS A REQUIREMENT OF MBA PROGRAM AT SYMBIOSIS INSTITUTE OF MANAGEMENT STUDIES

Submitted By:
AKANKSHA CHAUHAN
PRN : 090204414284
Marketing-International Business
2 B–03, 2009-11
akanksha.chauhan2011@mail.sims.edu

Index S.NO| TITLE| PG NO|
1| ACKNOLEDGEMENT| 1|
2| CERTIFICTAE OF APROOVAL| 2|
3| EXECUTIVE SUMMARY| 3|
4| 1 INTRODUCTION TO THE COMPANY| 4|
| 1.1 ABOUT THE ORGANISATION ,Amul| 4|
| 1.1.1 GCMMF: AN OVERVIEW| 4|
| 1.1.2 PRODUCT PORTFOLIO| 5|
| 1.1.3 EXPORTS| 11|
| 1.1.4 SUPPLY CHAIN| 11|
| 1.1.5 DISTRIBUTION NETWORK| 11|
| 1.1.6 HOW DOES THE UNION WORK| 12|
| 1.1.7 COORDINATION| 12|
| 1.1.8 ESTABLISHING BEST PRACTICES| 12|
| 1.2 AMUL—THE PIONEER| 13|
5| 2 OBJECTIVE| 14|
6| 3 NEW PRODUCT LAUNCH OF STAMINA | |
| 3.1 ABOUT THE PRODUCT| 15|
| 3,2 DELIVERABLES| 17|
| 3.3 METHODOLOGY| 18|
| 3.4 FINDINGS | |
| 3.4.1 PROMTION ACTIVITY PLAN| 20|
| 3.4.2 PROMOTION PLAN| 24|
| 3.4.3 AMUL STAMINA SAMPLING ACTIVITY,PUNE| 26|
7| 4 ROUTE PLANNING OF VIDYASHREE/VIDYABHUSHAN AWARDS| | | 4.1 ABOUT THE AWARDS| 29|
| 4.2 DELIVERABLES| 29|
| 4.3 METHODOLOGY| 29|
| 4.4 EXECUTION PLAN| 32|
8| 5 MARKET TESTING OF NUTRAMUL vis a vis BOURNVITA| | | 5.1 ABOUT THE PRODUCT| 36|
| 5.2 DELIVERABLES| 36|
| 5.3 METHODOLOGY| 37|
| 5.4 FINDINGS| 38|
9| 6 REFERRENCE LIST| 39|
10| 7 ANNEXURES| 40|

Acknowledgement
No project/work is an endeavour of a single person. Hence, this project also involves insights from many people who were directly or indirectly part of it. The Summer Project at GCMMF (Amul) offered both a learning experience, as well as, a glimpse into the daily management functions of an organization. During the tenure of this project, I was fortunate to have interacted with people, who in their own capacities have encouraged and guided/inspired me. I am indebted to my mentor Ms Richie Agarwal, Senior Executive and Dairy In charge for her unstinted and invaluable guidance at each and every phase of the project. I sincerely thank him for advising me whenever the road map seemed blocked, in spite of her busy schedule. I also extend my sincere acknowledgements to the management of SIMS, Pune, for rendering me with this golden opportunity to work as a summer trainee in the No.1 brand of Asia Pacific Amul. I thank my teachers and my faculty guide Mr. Praveen Kumar, who showed great faith in me to accomplish this project.

1 Executive Summary

During my internship at Amul I worked on the following assignments: * 1.New product launch of Stamina –India’s first sports drink in Pune city:- For Stamina assignment we had to work out a promotion activity plan which gave a brief outline of the long term and the short term promotion plan for Stamina, a promotion plan which was an introductory document about Stamina , a sampling questionnaire for the sampling exercise and the final sampling report.

* 1.2Route planning and execution of vidyashree /vidyabhushan awards 2010 for Pune...
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