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    Product & Brand Management Interim Project Presentation GROUP 11

    Uploaded by

    Debopriyo Roy
    This document summarizes an interview with a product and brand manager at Amul. The manager discussed their journey with Amul, roles and responsibilities managing Amul Pro malt-based drinks, challenges in product management, targeting markets and segmenting consumers, key competitors, and strategies around customer awareness, brand loyalty, and advocacy. Insights from the interview included treating the role like an entrepreneur, challenges in consumer perceptions, avoiding product cannibalization, dominance of old promotional activities in FMCG, and targeting third and second tier cities. The assignment could be improved by incorporating interactions with competitors' brand managers and offline interactions with managers.

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    © All Rights Reserved
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    Product & Brand Management Interim Project Presentation GROUP 11

    Uploaded by

    Debopriyo Roy
    23 views8 pages
    This document summarizes an interview with a product and brand manager at Amul. The manager discussed their journey with Amul, roles and responsibilities managing Amul Pro malt-based drinks, challenges in product management, targeting markets and segmenting consumers, key competitors, and strategies around customer awareness, brand loyalty, and advocacy. Insights from the interview included treating the role like an entrepreneur, challenges in consumer perceptions, avoiding product cannibalization, dominance of old promotional activities in FMCG, and targeting third and second tier cities. The assignment could be improved by incorporating interactions with competitors' brand managers and offline interactions with managers.

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    Product & Brand Management Interim Project Presentation GROUP 11 (1)

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    This document summarizes an interview with a product and brand manager at Amul. The manager discussed their journey with Amul, roles and responsibilities managing Amul Pro malt-based drinks, challenges in product management, targeting markets and segmenting consumers, key competitors, and strategies around customer awareness, brand loyalty, and advocacy. Insights from the interview included treating the role like an entrepreneur, challenges in consumer perceptions, avoiding product cannibalization, dominance of old promotional activities in FMCG, and targeting third and second tier cities. The assignment could be improved by incorporating interactions with competitors' brand managers and offline interactions with managers.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    23 views8 pages

    Product & Brand Management Interim Project Presentation GROUP 11

    Uploaded by

    Debopriyo Roy
    This document summarizes an interview with a product and brand manager at Amul. The manager discussed their journey with Amul, roles and responsibilities managing Amul Pro malt-based drinks, challenges in product management, targeting markets and segmenting consumers, key competitors, and strategies around customer awareness, brand loyalty, and advocacy. Insights from the interview included treating the role like an entrepreneur, challenges in consumer perceptions, avoiding product cannibalization, dominance of old promotional activities in FMCG, and targeting third and second tier cities. The assignment could be improved by incorporating interactions with competitors' brand managers and offline interactions with managers.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 8

    PRODUCT & BRAND MANAGEMENT

    INTERIM PROJECT
    PRESENTATION

    Interview with Product & Brand


    Manager
    Group - 11
    Whom we have interviewed?

    ABOUT

    • BRAND MANAGER AT
    AMUL (GCMMF)
    • BRAND MANAGER FOR
    NAME –
    MALT BASED DRINK
    Dr. Ramanuj (AMUL PRO)
    Panda • PART OF PROJECT TO
    DEVELOP AMUL BRAND IN
    LIVESTOCK NUTRITION
    AND SUPPLEMENTATION

    https://www.linkedin.com/in/drramanujpanda
    Industry Overview
    F M C G I n d u st r y

    The fast-moving consumer goods (FMCG) sector is India’s fourth-largest sector with
    household and personal care accounting for 50% of FMCG sales in India.
    In the last few years, the FMCG market has grown at a faster pace in rural India
    compared to urban India. Semi-urban and rural segments are growing at a rapid pace
    and FMCG products account for 50% of the total rural spending.
    The market size for FMCG in India is estimated to grow from US$30 billion in 2011 to
    US$74 billion in 2018. Food Products is the leading segment accounting for 43 percent of
    the overall market.
    Personal care 22 percent and fabric care (12 percent) comes next in terms of market
    share. Easier access, growing awareness and changing lifestyles have been the key
    growth drivers for the sector.
    • Tell us something about yourself and your journey with
    Amul as a Product manager. What is the one thing you
    like about your job
    • What are your roles and responsibilities?
    • What are the challenges you have faced as a Product
    Manager
    • What are the target market for your products? How do
    Interview you segment them?
    Questions • Who are the key competitors of your product? What do
    you think are the the points of parity and points of
    differentiation of your product?
    • What does your company do for customer awareness,
    brand loyalty and for advocacy of your products?
    • Can you run through your product mix?
    • How do you decide on the pricing strategies?
    Insights
    About the Role of FMCG Brand Manager
    Is more like an Entrepreneur and is not restricted to the job role of Brand Manager

    About Challenges faced during journey as a product manager


    Perception of consumers towards Amul prtoducts.

    About the product mix


    Avoid cannibalization by introducing products with different pricing, purpose, and channels

    About the pricing and promotional activities


    Old promotional activities are still dominant for FMCG products
    Campaigns based on social causes attract more consumers as compared to the campaigns showcasing
    the value propositions of the product.

    About Consumer Segmentation


    Third and second tier cities are to be targeted.
    How the This assignment gave us the exposure to
    project understand the real roles and responsibilities
    of a Brand Manager. Interaction with various
    assignment can brand managers from the same industry
    be further (competitors) can be incorporated to
    understand the scenario of different
    improved ? companies and the thought process of
    different brand managers. Offline interaction
    with a Brand/Product Manager to learn how a
    typical day looks like for them would have
    been an interesting experience
    THANK YOU

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