Name: Aniket Mohite

Roll No.: 39
FY MMS, DIV-B
Project Synopsis

TITLE OF THE PROJECT

“To design Market Launch Strategy for Amul Fresh Products in Khopoli”

STATEMENT ABOUT THE PROBLEM

Non availability of Amul Fresh Products in Khopoli market.

WHY IS THE TOPIC CHOSEN?

1. Khopoli been the amongst the fastest growing city; Amul looks forward towards this city
as an opportunity for sales of its Amul Fresh Product Range.
2. Need for designing a market launch strategy arises from the fact that there is very little
presence of Amul Fresh Products in Khopoli market, that to not services by their direct
distributor.

EXPECTED CONTRIBUTION FROM THE STUDY

1. Retail market study of Khopoli milk selling outlets to help in understanding the current
preferred milk share of brands in this market.
2. Competitor analysis to help into understanding their offerings to consumers and trade
partners.
3. Consumer Survey which show current preference of customers, their consumer buying
behavior for pouch milk in Khopoli market.
4. Formulation of Market Launch Strategy designed on the basis of information
collected in the survey which would be more helpful for Amul Fresh Products into
entering the market.

OBJECTIVE OF THE STUDY

1. To understand the milk market scenario of Khopoli and nearby markets .
2. To identify the market position of Pouch milk selling brands in Khopoli
market.
3. To study the consumer buying preference for Dairy products in Khopoli
market.
4. RCA for non-availability of Amul Fresh Products in Khopoli market.
5. To design market launch strategy for Amul Fresh Products in Khopoli market.
Scope
1. This project was conducted only in Khopoli market due to time limitation of 60 days to
complete the project.
2. This study can be extended or can be implemented for FMCG industries mainly into
dairy sector across Ties 2 & Ties 3 markets of Raigad district.

RESEARCH METHODOLOGY
RESEARCH DESIGN: - The research design will be used in this study is both ‘Descriptive’
and ‘exploratory’.
DATA COLLECTION METHODS:
The data will be collected using both by primary data collection methods as well as secondary
sources.
Primary Data: Most of the information will be gathered through primary sources. The methods
that will be used to collect primary data are:
1. Retail Survey
2. Consumer Survey
3. Observation method to study the buying habits
4. Interview

Secondary Data: The secondary data will be collected through

1. News Papers
2. Websites

REPORT WRITING AND PRESENTATION

Sample Size: 127 retail shops in market area Khopoli
TOOLS: MS-EXCEL, MS-WORD
CHAPTER SCHEME
Final project report will include the following chapters;

Introduction
Need of the Project
Objectives of the Study
Research Methodology
Literature Review
Expected Scope and Outcome of the Project
Limitation of the Project
PART - II
Company Profile
Organization Chart
PART – III
Theoretical Background of the project
Data Analysis & Interpretations
Findings
Recommendations
Conclusion
Bibliography
Annexure (Questionnaire, forms)