Society Delivery Services and Market Study during COVID Lockdown

Abstract

GCMMF is an apex institution for marketing all dairy products under the umbrella brand AMUL. Summer internship was assigned at GCMMF, Anand, for duration of two months. It was divided into two experiential learning projects: society delivery services and market study. Majority of internship included tasks on society delivery services and internship ended with devoting few days on market study regarding Amul’s performance, as lockdown was over and society delivery services were no longer needed. In society delivery services it was observed that, it is necessary to articulate the idea in minimum time possible as it was B2B sales, as there was less time with the clients. As there is large number of outlets available in Ahmedabad for Amul, so it was difficult to convince them for society delivery, hence, discounts were provided to increase sales, which worked effectively. In case of market study it was difficult to attain quantitative data, so qualitative information was collected based on which analysis was done. It was found that Amul has sustained positive growth during lockdown and its sales has increased as compared to previous year post lockdown. This increase in sales was due to consumer behaviour trend of inclination towards hygiene, so packaged food were preferred over loose food products. Also, main reason for increase in sales was e-commerce and the trend is expected to be followed in future also. Internship at AMUL gave us industrial exposure by working in one of the largest FMCG Company. The sales targets provided here were great learning experience as we were able to interact with industrial experts and were given to tackle conflicts in real time. Negotiation skills and technical skills were also improvised. We were also able to learn co-ordination, team work, aligning with the organisation and successfully complete the targets in given deadlines.