The Taste of India

By ROHT TRIPATHI Enr No.- MMR 3066

Study of marketing and promotional strategy of AMUL ice-cream.

14th Dec, 1946 : Kaira District Cooperative Milk Producers Union Ltd. gets registered. 1948 : More than 400 farmers joined , Qty of milk handled by one union increased by 5000 liters/day. 1955 : A plant of 5 million Rs. was established to manufacture milk butter and milk powder. 1958 : Another plant of Rs. 7 million was established to manufacture sweetened condensed milk.

Members : 13 district cooperative milk producers' Union No. of Producer Members : 2.7 million No. of Village Societies: 13,328 Total Milk handling capacity: 11.22 million litres per day Milk collection (Total - 2008-09): 3.05 billion litres Milk collection (Daily Average 2008-09): 8.4 million litres

Royal Treat Range (Butterscotch, Rajbhog, Malai Kulfi) Nut-o-Mania Range (Kaju Draksh, Kesar Pista Royale, Fruit Bonanza, Roasted Almond)

Nature's Treat (Alphanso Mango, Fresh Litchi, Shahi Anjir, Fresh Strawberry, Black Currant, Santra Mantra, Fresh Pineapple)

Sundae Range (Mango, Black Currant, Sundae Magic, Double Sundae) Assorted Treat (Chocobar, Dollies, Frostik, Ice Candies, Tricone, Chococrunch, Megabite, Cassatta)

Utterly Delicious (Vanila, Strawberry, Chocolate, Chocochips, Cake Magic)

1.Kwality Walls 2. Mother Diary 3. Vadilal Industries 4. Nestle 5. Local Player

Identifying Ways for the Development of Business:

 Expansion of 

Hamara Apna Deep Freezer Scheme

Be acquainted with the customers dissatisfaction with current product

 Distinguish the prospects 

Receiving Retailer/Shopkeepers feedback retailer or developing business

 Making new

To develop the business of Amul ice-cream

To increase the satisfaction level of the shop keepers pertaining to service offered by AMUL.

To Study the customers expectation and receiving the feedback of retailers of Greater Noida Market.

To promote the sale of the deep freezer of Carrier under Hamara Apna Deep Freezer Scheme.

Increase the number of retail sub-space through the scheme.

Identification of various problems related with the scheme.

SUGGESTIONS

Amul should provide small pack of milk Ice-cream. Amul should start making wafer Ice-cream because sale of wafer Ice-cream of mother diary and nestle is very high in Gr. Noida sector. Improve the variety of ice-cream with competitive prices. Replacement of Product.

To provide the deep freezers with low cost and more beneficial scheme.

Amul should provide low price ice cream.

Amul should give same profit margin in all ice cream variety.

There should be at least one more distributor in the Greater Noida area to release the pressure on the single distributor.

There is no ice cream vehicle of Amul in Greater Noida area like its competitors. So Amul should start their ice-crem vehicle for availability of icecream in each area.

Supply of adequate material regularly to all retailers and so, that it can attract the potential customers.

There should be more schemes for retailers after completing their sales target at a given period.

AMUL should sponsor for the socio-cultural activities organized in Greater Noida.

In Greater Noida, Amul can improve its market share by regular performance of promotional activities, they should adopt it by attracting hoardings, banners and advertisement in

magazines and newspaper.

Among these brands the sale of Kwality walls is very high and it is followed by Mother dairy and then Amul.

Amul Ice-Cream is not in the position to give competition to Kwality walls and Mother Dairy in Greater Noida region due to weak promotional activities.

Distributors of Amul in Greater Noida are looking after only their own business but they are ignoring the business of company. Distributors are not supplying the

products to all retailers and shopkeepers.

Electricity break down problem in Greater Noida affects the Amul Ice-cream or other ice-cream very much especially in summer seasons.

Demand of low price ice-cream is high.

THANK YOU