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Amul Ice Cream PDF
Amul Ice Cream PDF
Amul Ice Cream PDF
ON
“PROMOTION & DISTRIBUTION
OF
AMUL ICE CREAM ”
Submitted by:
Ashutosh Kumar
PGDM (2013-15)
Roll - 43
Declaration
I Ashutosh Kumar , do hereby certify that the Project Report entitled “ Promotion &
It is an authentic record of my own work under the guidance of Mr. Anand Rai faculty of JRE
I take this opportunity to express my profound gratitude and deep regards to my mentor Mr.
Anand Rai Sir for his exemplary guidance, monitoring and constant encouragement throughout
the Summer Internship.
I would also like to express a deep sense of gratitude to Mr. Abhishek Sharma for allowing me
as Management Trainee in AMUL ( Gujarat Co-Operative Milk Marketing Federation
LTD.). & Awesh sir for his cordial support, valuable information and guidance, which helped
me in completing this internship through various stages.
I would like to specially thank all the various distributors and retailers who spared some time
from their busy schedule so that i can learn the working of AMUL Ice-Cream sector.
I would like to thank all my faculty members especially my dean sir Mr. Vishal Talwar and our
marketing faculty Mr. Sushil pasricha who let me face the real market scenario which is
completely practical and unpredictable.
Lastly, I thank almighty, my parents, brother, sister and friends for their constant encouragement
without which this assignment would not be possible.
Ashutosh Kumar
Roll no - 43
PGDM (2013-2015)
INDEX
Sr. TOPICS
No.
1. EXECUTIVE SUMMARY
2. INTRODUCTION
3. OBJECTIVES OF THE RESEARCH
4. LITERATURE REVIEW
5. RESEARCH METHODOLOGY
6. DATA ANALYSIS
Amul proposes to set up 7000 'Amul Parlours' across the country during the year. The parlours
will be selling the entire product range of the GCMMF, in addition to the existing retail network
for ice-cream, milk and other products. GCMMF had rolled out a few self-managed Amul
"The project is extremely successful and today, we have reached 1200 new geographical markets
with addition of 306 new distributors, 65 new super-stockists and 900 new sub-stockists"
Amul is now planning a nationwide rollout of such outlets through franchise operators. At an
average expenditure of Rs.75,000 a parlour, the projects will cost approximately Rs.52.50
Crores.
Admitting that the parlours may mark Amul's foray into retailing of non-milk farm and
processed food products in the future, "Marketing of fresh and frozen vegetables, fruits and fruit
products goes perfectly well with Amul's strength in distribution and packaging. However, they
Meanwhile the federation has firmed up its plans for expansion of its milk product business
across the globe. The federation aims to sell milk in U.S. in 2014 and also to other European
countries. Amul has also set up a plant in New Jersey to manufacture Ghee and Paneer in
February 2014.
OBJECTIVES
GCMMF
Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF), is India's largest food product
marketing organization with annual turnover (2013-14) US$ 3.0 billion. Its daily milk
procurement is approx 13.18 million lit per day from 17,025 village milk cooperative societies,
17 member unions covering 31 districts, and 3.23 million milk producer members.
It is the Apex organization of the Dairy Cooperatives of Gujarat, popularly known as 'AMUL',
which aims to provide remunerative returns to the farmers and also serve the interest of
consumers by providing quality products which are good value for money. Its success has not
only been emulated in India but serves as a model for rest of the World. It is exclusive
marketing organization of 'Amul' and 'Sagar' branded products. It operates through 53 Sales
Offices and has a dealer network of 10000 dealers and 10 lakh retailers, one of the largest such
networks in India. Its product range comprises milk, milk powder, health beverages, ghee,
butter, cheese, Pizza cheese, Ice-cream, Paneer, chocolates, and traditional Indian sweets, etc.
GCMMF is India's largest exporter of Dairy Products. It has been accorded a "Trading House"
status. Many of our products are available in USA, Gulf Countries, Singapore, The Philippines,
Japan, China and Australia. GCMMF has received the APEDA Award from Government of India
for Excellence in Dairy Product Exports for the last 13 years. For the year 2009-10, GCMMF has
been awarded "Golden Trophy" for its outstanding export performance and contribution in
dairy products sector by APEDA. In 2013-14, GCMMF took giant strides in expanding its
presence in International markets. Amul’s presence on Global Dairy Trade (GDT) platform in
which only the top six dairy players of the world sell their products, has earned respect and
recognition across the world. By selling milk powders on GDT, GCMMF could not only realize
better prices as per market demand but it also firmly established Amul in the league of top
For its consistent adherence to quality, customer focus and dependability, GCMMF has received
numerous awards and accolades over the years. It received the Rajiv Gandhi National Quality
Award in1999 in Best of All Category. In 2002 GCMMF bagged India's Most Respected Company
Award instituted by Business World. In 2003, it was awarded the The IMC Ramkrishna Bajaj
National Quality Award - 2003 for adopting noteworthy quality management practices for
logistics and procurement. GCMMF is the first and only Indian organisation to win topmost
International Dairy Federation Marketing Award for probiotic ice cream launch in 2007. For the
innovations, GCMMF has received AIMA-RK Swamy High Performance brand award 2013 and
CNN-IBN Innovating for better tomorrow award in 2014. For the tree plantation activity
GCMMF has received seven consecutive Good Green Governance award from Srishti during
2007 to 2013.
The Amul brand is not only a product, but also a movement. It is in one way, the representation
of the economic freedom of farmers. It has given farmers the courage to dream. To hope. To
live.
The Birth of Amul
It all began when milk became a symbol of protest
Founded in 1946 to stop the exploitation by middlemen
Inspired by the freedom movement
The seeds of this unusual saga were sown more than 65 years back in Anand, a small town in
the state of Gujarat in western India. The exploitative trade practices followed by the local
trade cartel triggered off the cooperative movement. Angered by unfair and manipulative
practices followed by the trade, the farmers of the district approached the great Indian patriot
Sardar Vallabhbhai Patel for a solution. He advised them to get rid of middlemen and form their
own co-operative, which would have procurement, processing and marketing under their
control.
In 1946, the farmers of this area went on a milk strike refusing to be cowed down by the cartel.
Under the inspiration of Sardar Patel, and the guidance of leaders like Morarji Desai and
Tribhuvandas Patel, they formed their own cooperative in 1946.
This co-operative, the Kaira District Co-operative Milk Producers Union Ltd. began with just two
village dairy co-operative societies and 247 litres of milk and is today better known as Amul
Dairy. Amul grew from strength to strength thanks to the inspired leadership of Tribhuvandas
Patel, the founder Chairman and the committed professionalism of Dr Verghese Kurien,who
was entrusted the task of running the dairy from 1950.
The then Prime Minister of India, Lal Bahadur Shastri decided that the same approach should
become the basis of a National Dairy Development policy. He understood that the success of
Amul could be attributed to four important factors. The farmers owned the dairy, their elected
representatives managed the village societies and the district union, they employed
professionals to operate the dairy and manage its business. Most importantly, the co-
operatives were sensitive to the needs of farmers and responsive to their demands.
At his instance in 1965 the National Dairy Development Board was set up with the basic
objective of replicating the Amul model. Dr. Kurien was chosen to head the institution as its
Chairman and asked to replicate this model throughout the country.
The Amul Model of dairy development is a three-tiered structure with the dairy cooperative
societies at the village level federated under a milk union at the district level and a federation of
member unions at the state level.
The Amul model has helped India to emerge as the largest milk producer in the world. More
than 15 million milk producers pour their milk in 1,44,500 dairy cooperative societies across the
country. Their milk is processed in 184 District Co-operative Unions and marketed by 22 State
Marketing Federations, ensuring a better life for millions.
Amul Parlours are successfully operating in more than 1400 towns at high streets, residential
areas, Railway Stations, Bus Stations, Educational Institutions and a whole lot of Centres of
Excellence
The company is into the making of the products like, Breadspreads, Cheese Range, Fresh Milk,
Milk Powders, Milk Drink, Health Drink, Brown Beverage, Nutramul Malted Milk Food, Curd
Products, Pure Ghee, Mithaee Range, Ice-cream, Chocolate & Confectionery
Customers of the company:
It focuses on every stratum of people.
Organizational Structure:
The Amul Model is a three-tier cooperative structure. This structure consists of a dairy
cooperative society at the village level affiliated to a milk union at the district level which in
turn is federated into a milk federation at the state level. Milk collection is done at the village
dairy society, milk procurement and processing at the District Milk Union and milk and milk
products marketing at the state milk federation. The structure was evolved at Amul in Gujarat
and thereafter replicated all over the country under the Operation Flood programme. It is
known as the 'Amul Model' or 'Anand Pattern' of dairy cooperatives.
Collection of surplus milk from the producers of the village and payment based on
quality and quantity
Providing support services to the members like veterinary first aid, artificial
insemination services, cattle-feed sales, mineral mixture sales, fodder and fodder seed
sales, conducting training on animal husbandry and dairying
Selling liquid milk for local consumers of the village
Supplying milk to the District Milk Union.
Mission Statement
GCMMF, endeavor to satisfy the taste and and nutritional requirements of the world,
VALUES
Customer Orientation
Commitment to producers
Belongingness
Co-operation
Pride in Organization
Employee Satisfaction
Integrity
Excellence
Leadership
Quality
Innovation
Growth Orientation
Companies Profile
Total Milk handling capacity per day 23.2 Million litres per day
Amul Ice Cream was launched on 10th March, 1996 in Gujarat. The portfolio consisted
of impulse products like sticks, cones, cups as well as take home packs and
institutional/catering packs. Amul ice cream was launched on the platform of ‘Real Milk. Real
Ice Cream’ given that it is a milk company and the wholesomeness of its products gives it a
competitive advantage.
In 1997, Amul ice creams entered Mumbai followed by Chennai in 1998 and Kolkata and Delhi
It has combated competition like Walls, Mother Dairy and achieved the No 1 position in the
country. This position was achieved in 2001 and it has continued to remain at the top.
Today the market share of Amul ice cream is 38% share against the 9% market share of
MOTHER DIARY, thus making it 4 times larger than its closest competitor.
Not only has it grown at a phenomenal rate but has added a vast variety of flavours to its ever
growing range. Currently it offers a selection of 220 products. Amul has always brought
newness in its products and the same applies for ice creams.
In January 2007, Amul introduced SUGAR FREE & Prolife Probiotic Wellness Ice Cream, which
was a first in India. This range of SUGAR FREE, LOW FAT Diabetic Delight & ProLife Probiotic
Amul’s entry into ice creams is regarded as successful due to the large market share it was able
to capture within a short period of time – due to price differential, quality of products and of
PRESENT STATUS
In a short span of 6 years Amul Ice Cream has become the No.1 ice cream brand in the country.
It is now the only national brand and all other ice cream brands are regional. Amul Ice Cream
has achieved 38% share against 9% market share of MOTHER DIARY making it 4
Strength
1. Good product range include various flavors, party packs, sticks, cones etc
8. Penetration pricing strategy- Amul is price warrior in the ice cream market and currently
has a very wide range to offer for all the price points
Weakness
1. Growing competition form international and other brands means limited market share
3. Advertise is low profile, as the results of the survey show. Majority of the respondents
have hardly seen any Ad of Amul ice cream. However kwality walls on the other hands
5. As per the survey, retailer list a credible replacement policy as a factor very high on
their wish list. They would be willing to make future investment only for that brand
7. Distribution problems
Opportunity
Threat
4. Amul is currently facing stiff competition from Kwality walls and may face more threat
from the local manufacturers in the low priced segment ice creams.
5. The customers have very well received the Kwality walls product differentiation strategy
6. Also the low per capita income low per capita consumption of the people is a threat to
Amul
8. Even Vadilal is coming up with new strategy and promotions of various variants of ice
cream
AWARDS
Research Methodology
I took up Amul Ice Cream as a product for our study and analysis. The project basic objective
was to acquire a deeper understanding of the product and apply the concepts related to marketing
mix, 4P's of marketing and the consumer behavior as learnt in the course.
Marketing mix of two main competitors; Kwality Wall's and Mother Dairy, suggestions and
In the first part, we studied the marketing mix of Amul ice cream which was further divided into
Amul Ice Cream was launched on 10th March, 1996 in Gujarat. It was launched on the platform
of 'Real Milk. Real Ice Cream' given that it is a milk company and the wholesomeness of its
In 1997, Amul ice creams entered Mumbai followed by Chennai in 1998 and Kolkata and Delhi
It has combated competition from the established players like Walls, Mother Dairy and achieved
the No 1 position in the country. This position was achieved in 2001 and it has continued to
Today the market share of Amul ice cream is 38% as against the 9% market share of Mother
Product
Amul has added a vast variety of flavours to its ever growing range. Currently it offers a
selection of 220 products. Amul has always brought newness in its products and the same applies
The broad heads under which Amul markets it's ice creams are as follows:
Nut-o-mania range (kaju draksh, kesar pista, roasted almond, kesar carnival, badshahi badam
Nature's treat (alphonso mango, fresh litchi, anjir, fresh strawberry, black current)
Milk bars (chocobar, mango dolly, raspberry dolly, shahi badam kulfi, shahi pista kulfi, mawa
Cool candies (orange, mango), Cassatta, Tricone cones (butterscotch, chocolate), megabite-
almond cone), Frostik - 3 layer chocolate bar, Fundoo range - exclusively for kids, Slimscoop fat
In January 2007, Amul introduced SUGAR FREE & ProLife Probiotic Wellness Ice Cream,
which was a first in India. This range of SUGAR FREE, LOW FAT Diabetic Delight & ProLife
Price
Amul has managed to stay ahead of its competitors by providing quality products at competitive
prices, maximizing customer value. Amul followed the penetration pricing strategy and entered
the market with prices much less than the leader in the market "Kwality Walls". This helped
Amul in achieving great success at the start. Amul also captured a lot of the lower end untapped
market due to its pricing strategy and gradually acquired a market share of 12-15% in the first
few years. The pricing has been a major advantage of the brand. Following Amul, other players
lowered their prices consequent to which Amul now follows a competitive pricing as its major
strategy.
Amul frostiks start from Rs 10 and go upto Rs. 20. The prolife pro-biotic icecream is priced at
Rs. 15 for 125 ml. the super saver take away packs start from as low as Rs.110 for 2 litre
whereas catering the higher end, exotica range starts from Rs. 120 per litre brick and extends
Place
Ice cream, being a perishable item, it is very important to have a good distribution channel.
Amul's head office is at Anand. The entire market is divided into 5 zones. The zonal offices are
located at Ahmadabad, Mumbai, New Delhi, Kolkata and Chennai. Moreover there are 49
Depots located across the country and Amul caters to 13 Export markets also.
Level Zero also called direct marketing channel consists of a manufacturer selling directly to the
final customers.
Amul has entered into direct retailing through "Amul Utterly Delicious" parlours created in
major cities Ahmedabad, Bangalore, Baroda, Delhi, Mumbai, Hyderabad and Surat. These
parlours surpass the regular softy and ice-cream scoop offering joints in terms of popularity and
look set to give the more established ice cream brands in the cities a run for their money. In these
parlours, icecream is stored and transported in a frozen condition (- 180 centigrade or below).
Level One contains one selling intermediary such as retailer to the final customers
Level Two has two intermediaries typically distributor and the retailer
Level Three comprises the distributor, retailer with the jobber in between
Promotion
Amul doesn't follow an aggressive marketing strategy for its ice creams. In the beginning, TV
commercials for products such as amul tricone, real milk ice cream, frostik and premium ice
cream were seen frequently. However these commercials cannot be spotted now. Instead the
company prefers a more direct approach to sales promotion strategy. Offers such as super saver
packs, one plus one and the likes are often given to lure the consumers into buying. Apart from
these, Amul Company as a whole with its advertising partner FCB-ULKA puts up its hoardings
which are famous for their satirical take on current happenings, for its complete basket of
The main reason for Amul retaining its dominant position in the market despite a conservative
marketing strategy is because all the market players in this product category follow the same
kind of strategy, i.e. minimal exposure to electronic media and high on sales promotion
technique. In such a scenario Amul has been successful in creating a niche for itself.
Amul's entry into ice creams is regarded as successful due to the large market share it was able to
capture within a short period of time. The differential pricing, quality of products and of course,
the brand name made this possible.
We studied the marketing mix of Amul ice creams. Now we'll study and analyze the behavior in
terms of consumer's decision making process and factors affecting their buying behavior.
Consumer behavior is how individuals, groups, and organizations select, buy, use and dispose of
goods, services and ideas to satisfy their needs and wants. Consumer passes through five stages
in buying a product:
1. Need Identification
2. Information Search
3. Evaluation of Alternatives
4. Purchase of Product
Consumers don't always pass through all the above stages while making a purchase. For many of
products (mostly perishable), the kind of involvement in the buying process is low. Consumers
tend to do a lot of brand switching for the sake of variety and novelty. While buying a regular
brand of ice cream, one goes directly from the need for ice-cream to the purchase decision
skipping information search and evaluation. Even if they are present, the time given to each of
these is negligible as compared to other stages. This is very important part of consumer buying
behavior which in turn affects the factors affecting the consumer behavior. If one is loyal to one
brand he will repeatedly purchase that brand and flavor. However if one doesn't find that
product, he is very likely to switch to other available brands without much effort and may start
liking it.
Various types of factors which affect the consumer behavior and lead them towards a particular
Product specifications, variety, price range, promotion strategies, and availability of product
Reference groups (family, friends , media etc) and their effect on choices
Knowledge of other brands existing in the market and their positioning in the minds of the
consumers
Studying the consumer behavior:
In the survey conducted, (sample size=50) we'll first do a general analysis studying the market
and Amul ice-cream's position in it. In second part of the analysis, we'll see how different age
Research Methodology
Sample Size : 50
Area : Shakarpur , School Block , Mayur vihar Phase 1 , Mayur vihar phase 2 , Mayur vihar
phase 3 , New Ashok nagar , Vasundhra (Delhi East)
Samples for the study consisted of people from the age group of 19 - 57. Samples were taken
randomly where a structured questionnaire was mailed to the people and their responses
price preferences,
reference groups,
Favorite brands vis-a-vis Amul in terms of ratings on the features of the product.
Sample size:
50 respondents from the target population were approached to fill in the questionnaire.
The decision in buying ice cream is influenced by many factors such as taste, availability,
pricing, packaging, variety of the product, occasions and mood and so on.
2. A comparative analysis of the age groups to analyze the difference in their behavior due to
different age.
Overall analysis:
Data was collected with respect to four demographics of the sample; age, gender, income groups
and occupation. Based on the analysis, it was observed that 74 % of respondents were in the age
group 19-24 and 26% in the age group 25-55 One third of the respondents were females. More
than 50% of the samples were students owing to which the income range of less than 50000 Rs.
Consumer behavior with respect to frequency of purchase and the occasions/moods leading the
38 % in a month,
4% every day .
.This implies that buying frequency for ice creams is moderate. This influences the level of
involvement in looking for the alternatives each time the buyer consumes an ice-cream. The
consumer is more or less habitual own interpretation, in purchasing the ice cream due to which
By habitual, we mean routine to be more precise. In terms of mood in buying, people generally
The samples are equally distributed over the occasions such as birthday, marriage, family outing,
hanging out with friends, or part with the % of people consuming it with friends dominating the
others.
As far as choosing the flavor/brand of ice-cream is concerned, over 93% choose the flavor/brand
themselves. It can be inferred that the influence of family and friends in choosing the ice-cream
is very low and people go by their own choices while buying it. 5% of the people eat ice-cream
flavors as decided by the family which may be the case when one is buying bricks of ice-cream.
Rest 2% constitutes people who go by the friends' choice in choosing the flavor/brand.
More than 50% of the consumers buy ice cream from the corner shop of their colony. It signifies
the importance of distribution channels and the kind of availability they need to have to maintain
to create a position in the market. If they go out of stock they are at the risk of losing their
customers to other competitors. The data infers that availability of Ice-creams are high in round
the corner shop and Super markets whereas Malls may afford to go loose on all time availability.
Regarding the packaging, 93% place importance on the packaging of the ice-cream which again
makes it important for the brands to have a very attractive packaging in order to attract the
consumers.
There are various factors which lead to trying out a new product launched in the market and
make repeated purchases. It was seen that taste forms the most important factor leading to buying
of ice cream which is placed higher than the brand name also. It reemphasizes the fact that brand
name of the ice-cream is not the most important. If the consumer likes the taste of other product,
one may shift to the other brand. The 2nd most important factor is advertising. Ice-cream brands
are generally low on their promotional strategies. However the importance of advertising with
consumers is easily visible in the survey. For one fourth of the people, advertising is the force
which leads them towards an ice-cream product. Most of the advertising for Ice-creams comes
through billboards and hoardings and here Amul as a brand scores over others as the brand
awareness of Amul is one the best. 2. Comparison of consumer's favorite ice-cream and Amul
ice-cream on various attributes: We asked our sample to rate their favorite ice-cream vis a vis
Amul ice-cream on various attributes such as taste, packaging, price, variety and availability on a
People are well aware about the brands in the market. Among the top 3 brands mentioned by the
consumers, Amul and Mother Dairy feature the most among the two. For the 1st preference,
Mother dairy overtake the awareness whereas for the 2nd choice Amul .This is important from
the point of view of Amul as the people who are variety seeking will switch over easily to the
Among the brands that are well known to the customers, Amul, Kwality-walls and mother dairy
are the most sought after brands. Other than these regulars brands, there are other brands such as
Vadilal, Baskin Robbins, creambell, and others which constitute a small share in the market in
For analyzing the difference in factors leading to buying behavior due to difference in age, we
have already divided the samples into 2 age groups 19-24 and 24-55 years.
Frequency of purchase:
It was clearly visible that 19-24 years consume ice-cream more frequently than the people in the
age group of 25-40 years. 57% of people in the age group of 25-40 consume ice-cream
occasionally which is only 31% in the case of the lower age group. On the other hand, the
combined % of people consuming ice-cream on a weekly or daily basis for 24-40 year age group
is only 25% as against 48% in case of 18-24 year olds with weekly consumption leading for the
same.
It was observed that number of people preferring taste is much higher in case of 18-24 year olds.
Also people in the age group of 24-40 years don't consider packaging or cheaper price as a
leading factor while considering a new product. This is an important observation as Amul mainly
sells on the lower price strategy. If it is offering a lower priced product, it needs to work on
packaging as large numbers of people give importance to packaging in this group (also shown in
the following chat). However it may or may not work so much on packaging if it is introducing a
To determine the level of health consciousness of the people and their willingness to buy the ice
70% of the people were not willing to buy the sugar free ice-cream at a higher price. This can be
The options given to determine the same would not have been exhaustive. Possible the open-
ended question wouldn't have been of much use. But yes, it is certainly better to ask from the
To further judge this, we distributed this data age wise to which how many people in which age
In case of people in the age 25-40 years, over 42% of the people are willing to buy the sugar free
ice cream if available at a higher price. However this falls to 32% i n case of the age group 18-24
1. People in the lower age group are less health conscious or they are earning less so they
2. People in the higher age group are more health conscious or they are earning more so
Amul is my favorite brand but more chocolate varieties are possible using different caramels and
nuts.
It's like since childhood I have an image that Kwality Walls is the best ice cream. Amul and
It is good, but sometimes some flavors are out of market, especially mango flavor.
The Amul ice cream should be readily available and the variety should be more. Also the
Amul seems to be a brand for common men - the middle class, very well placed to cater to
middle class people - the biggest chunk of Indian population...although not very popular among
These remarks about Amul ice cream highlight the fact that we have been saying all throughout
out analysis. The variety in some products of Amul is not at par with the other brands or the
needs of the consumers. The availability is on a lower side due to which some of the samples
complained of the brand getting out of stock. Also the level of awareness of the ice creams of
Amul among the consumers is very less due to which it suffers a lot. Amul needs to go
aggressive on its promotion strategies so that it can expand its market share and perform well.
Conclusion:
From the above survey, we can conclude that major factors affecting Consumer behavior are
Taste, Price, Packaging, Brand Perception and occasion. As Ice-cream is a variety seeking
product, therefore the availability of Amul Ice-cream has a major impact on the actual
consumption by the consumers and since Amul is very close to the market leader Kwality-walls.
It has to take care of availability especially at round the corner stores and super markets where
survey. Amul Ice-cream is lagging behind in "Taste" as per the consumer perception when
Attitude of the consumer is favorable towards Amul Ice cream and this can be seen through the
comparative analysis of different brands in the market. Part of it can be attributed to Amul's
gender but the younger age group prefers to eat ice cream more than their older counterparts.
Since most of the younger age group also falls in relatively lower income group, this shows the
Job Description
This project included promotion and strengthening of the distribution network of the
company's product "AMUL ICE-CREAMS". The project was a great learning experience. At the
starting of the project we were first told to do the survey of the push-carts running in the different
areas of Delhi. In that we were told to survey about their working conditions, their timings of
movement, their standing places, the customers who are attracted by them, the problems faced by
the vendors. We were told to survey them at different places of the city. I had to survey a total of
50 pushcarts present at all the 3 locations under 1 distributors and under whom were 5 Vending
Redistribution Stockiest (VRS) points. Their I surveyed all the push-carts along with the vendors
running them. Also there I heard all the problems faced by the vendors and the distributors with
the company. Also I took the suggestions from the vendors with respect to the customers as what
the customers want as they are the only ones who get to have a word with the customers in an
easy way.
Next was the promotion of the scheme bought up by Amul with 1ltr. ice-cream tubs.
The scheme was that with the purchase of 1ltr. tub the customer gets a Amul Butter 100gm.s
free. I had to visit 2 Reliance Fresh stores for 6 days in Ganesh Nagar & Fateh nagar on
alternative day basis , where I had to promote this scheme and increase of Ice-cream tubs. There
we promoted the scheme upto a very large extent. Target which was given was to sell 50 ice-
cream tubs, which was easily completed in the given time period.
Then I was made to visit the various retail outlets so as do understand the market demand
and the distribution channel of Amul ice-creams. There I used to take ice-cream orders from
various outlets. Also I opened many new outlets which now sell Amul Ice-creams.
Next was the promotion of all the different Amul ice-creams at different retail outlets,
also I conducted a survey with the different customers coming to the various retail outlets. There
I got to know about the standing of the company in the retail market and also the various
Difficulties Faced
• Coupon problems
• Delivery problem
• Replacement problem
Findings
(Consumer Survey)
a) Everyday
b) Alternative Days
c) Weekend
d) Once in a month
Chart Title
2%5%
15% EVERY DAY
ALTERNATE
WEEKEND
ONCE IN MONTH
78%
a) Amul
b) Motherdairy
c) Kwalitywalls
d) Creambell
e) Vadilal
23
14
3
2
a) Price
b) Quality
c) Flavour
d) Purchasing Convenience
Price
16%
quality Flavour
54% 24%
Purchasing
convinience
6%
a) Everyday
b) Alternative Day
c) Weekend
d) once in a month
38%
Weekend
46%
12%
4%
a) Sticks
b) Cups
c) Cones
d) Bricks/Tubs
e) Any Other
Chart Title
8%
12%
Sticks
Cups
8%
Cones
Bricks/Tubs
72%
a) Yes
b) No
34%
yes
no
havn't thought
0% 66%
8 8
5 5
4 4
BUTTER CHOC M DRY VANILLA CHOCO ALPHANSO KAJU RAJ BHOG ROASTED
SCOTCH BROWNIE FRUIT CHIPS MANGO DRAKSH ALMOND
Q. How would you rate the quality of AMUL Ice-cream from 1-10?
Q. How would you rate the packaging and appearance of AMUL Ice -cream from 1-10?
b) No [ 94 % ]
a) Yes [ 100 % ]
b) No [0%]
FINDINGS
• Sale of amul ice cream is more in weekends
• Mother Dairy is the top ice cream selling company then Amul % Kwality walls
• People like Butter scotch , chocolate & Morrocan dry fruit most
• Most of people don’t know the difference between icecream & frozen dessert
AMUL at present requires to review its marketing and distribution strategies specially
concentrating on retailers queries. It already is one of the most renowned household brand name
in the country, hence all it needs to do is to take full advantage of this fact. If the company works
out its marketing strategies for its products thoughtfully and calculative it will not be long before
Amul becomes the market leader which it presently is in all the sectors.
From the findings it has been shown that it needs to increase the margin since its push
strategy mainly focuses on the retailer, who don't want to sell ice-cream if they do not have any
extra benefits. Increase more advetisement about the product could prove to be more fruitful.
The entire market needs to be covered along with the nearby areas of Delhi like Darayapur,
Ghoga, Auchandi, Harewali, Karala and nearby areas as this market has remained untouched
which can help Amul increase its ice-cream consumption upto a very high extent.
Recommendations
promotional campaign.
Proper advertisement should be made in electronic and print media so that there is
Fruitful dealer margins- Instead of providing different dealer schemes the company
Proper receipts should be given against the amount paid by the retailers
Feedback Form
Name:_____________ Age/Gender:___________
a) Sticks b) Cups
c) Cones d) Bricks/Tubs
e) Any Other
____________________________________________________
8) How would you rate the quality of AMUL Ice-cream from 1-10?
___________
9) How would rate the packaging and appearance of AMUL Ice-cream from 1-10?
___________
a) Yes b) No
a) Yes b) No
Websites
www.amul.com
www.amul.coop
www.google.com
News Papers
Times of India
Economic Times
The Hindu
Magazines/Journals
Business Today
Business World
India Today