Dr.

Rajendra Prasad Central Agriculture University

School of Agribusiness and Rural Management

Summer Internship Project

“Market Survey of AMUL Ice creams in Samastipur Region”

Submitted by
Submitted to
Salame Preeti Wasudeo
Dr. Ram Datt
MBA- Agribusiness Management
Associate Professor
Roll no. 2208201010
 Introduction

 Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF) is India's largest food
product marketing organisation, with an annual turnover (2022-23) of US$7.2 billion.

 It procures about 25.9 million litres of milk per day from 18600 village milk cooperative
societies, 18 member unions serving 33 districts, and 3.64 million milk producer members.

 It operates through 76 Sales Offices and has one of India's largest dealer networks, with
10,000 dealers and 10 lakh merchants. Its products include milk, milk powder, health
drinks, ghee, butter, cheese, pizza cheese, ice cream, paneer, chocolates, and traditional
Indian sweets.
 About Amul (GCMMF)

• Initiated by visionary leaders Tribhuvandas Patel and Verghese Kurien in 1946.

• Gujarat Cooperative Milk Marketing Federation (GCMMF) established in 1973.

 Ice Cream Industry market share:

Regional and Niche Players

22%

Amul
38%

Cream Bell
6%

Mother Dairy
8%

Vadilal
12% Kwality Walls
14%
 Objective

1. To understand the retail penetration of AMUL ice-creams.

2. To study the factors affecting the sales of Amul ice-creams.

3. To study the marketing strategies, trading schemes of the competitive brands.

Author Title Learning
Kumar et al.
Literature Review
Factors influencing consumption pattern of ice
cream in Bengaluru market. Indian J Dairy
Factors influencing consumption pattern of ice
cream in Bengaluru market and concluded that.
The preference for Amul brand was higher among
brand conscious consumers. The reason for
selecting a particular brand of ice cream was due
to taste, good quality and flavour.

Devi. Consumer Satisfection Towards Amul Icecreams
(A Study sith Special Reference To Vllupuram
Town).
Consumer Satisfaction Towards Amul Ice-creams
in Vllupuram and concluded that based on the
flavours the market today has a few flavours like
Vennila, strawberry, chocolate, mango,
butterscotch several flavours etc., Amul has
always brought newness in its products and the
same applies for ice creams.

Debajani et al. Factors influencing the frozen chain management
system in Dairy and its impact on Sales: An
empirical study for AMUL Ice cream in Andhra
Pradesh.
Factors influencing the frozen chain management
system in Dairy and its impact on Sales: An
empirical study for AMUL Ice cream in Andhra
Pradesh and concluded that there are some
dimensions involved in the frozen chain
management system like the company support,
distribution network, relationship between
distributors and retailers, promotional activities
and many more.
Harsh, P. Analysis of the sale of amul milk products.
Sawant, M. R. To analyse the demand pattern of consumptions of
the premium ice creams in Metro cities in India
Amul’s Crème Rich.
Vijayudu et al. Consumer awareness and consumption pattern of
probiotic & sugar free ice creams in Hyderabad &
Secunderabad.
the study on Analysis of the sale of Amul milk
products and concluded that the brand awareness
plays a big role influencing the consumer’s
purchase decision. Best marketing & brand
awareness activity in current scenario is
“Advertisement”.
conducted a study to analyse the demand pattern of
consumptions of the premium ice creams in Metro
cities in India w.r.t Amul’s Crème Rich and
concluded that Premium ice cream is a product for
people living in popular areas as they tend to have
premium ice cream more as compared to others.
the study on Sawant, M. R. To analyse the demand
pattern of consumptions of the premium ice creams
in Metro cities in India wrt Amul’s Crème Rich and
concluded that Ice-creams are loved by many
people and there are umpteen number of ice-cream
varieties and players in the Indian ice-cream
industry.
Shah et al. A Study on Preferences and Mind Mapping of
Customers Toward Various Ice Cream Brands in
Ahmedabad City.
The branded market comprises of home players as
well as international players like Amul, Vadilal,
Havmore, Kwality Walls and others. All these
companies have their exclusive outlets as well as
availability at every premier location of India.

Jackson et al. A study on the consumer perception of the
advertising strategies of amul
Amul has gone a long way from dealing with the
exploitation of intermediaries to being a necessary
product in every Indian home. The company built
its route to success by coming up with incredible
methods that could speak to any Indian's heart.

Hemlatha et al. A study of brand luxury of ice cream outlets in Divergent understandings and perceptions of
coimbatore, india. luxury brands, and this may affect their responses,
as some respondents do not have awareness about
the brand luxury concept.
Pallathadka et al. Reasons for the Success Story of Amul: An
Empirical Study of Customers’ Opinions.
Amul's establishment of eco-friendly operations
to meet growing demand and achieve more
success is contingent on the company's
motivated and devoted employees in producing
safe foods and goods
 Research Methodology

 Research Problem: The research problem focuses on the factors influencing the sales of Amul Ice
creams and its Retail penetration in the Samastipur district, Bihar.

 Research Design:This study will employ a descriptive research design, focusing on the gathering
comprehensive information about the visibility and penetration of AMUL ice creams.

 Sampling Technique: The sampling technique will involve both random and purposive sampling
methods. Random sampling will be used to select retail outlets across different areas in Samastipur,
ensuring representation from various demographics. Purposive sampling will be employed to select
key informants such as retailers who have insights into the distribution network and retail penetration
of Ice creams.

 Sampling size: 50
Area of Study
 Factors Affecting sales

1. Supply Chain Bottleneck: Inadequate supply chain affects primary and secondary sales
dynamics.
2. Delivery Challenges: Delays and inefficiencies in delivery process hinder movement of
goods
3. Damaged Goods Handling: Lack of immediate action on damaged goods impairs
inventory management.
4. Resolution Mechanism: Absence of prompt and effective resolution mechanism amplifies
challenges
5. Importance of Addressing Issues : Critical for optimizing overall sales performance and
fortifying relationships with retailers
 Data Analysis and Discussion

Fig 3.1. IS VISI COOLER PRESENT WITH THE The survey was conducted on nearly 40
RETAILER
retailers and distributors as shown in Fig.
no. 1 of which 60% of the retailers has
No Visi cooler and 40% don’t, from which
40%
we can conclude that retailers are in need
of ViSi cooler and the competitors take
Yes
60%
advantage of this by providing them free
Visi cooler which results in deep
penetration.

Yes No
 Fig 3.2. THE DF PROVIDED BY
WHICH COMPANY? IF BOUGHT BY
RETAILER PLEASE MENTION RETAILER
OWNED.
Based on the survey we can conclude that out of
all the retailers 70% retailers owned the Deep
4%
4% Freezer and remaining 30% were owned by the
4% companies. Creambell and Vadilal had owned
9% the greatest number of deep freezers.

9%

70%

Owner
Vadilal
Creambell
Keventers
Rollicks
 Fig 3.3. IF DEEP FREEZER IS
PRESENT. THE CAPACITY
OF DEEP FREEZER.
We can see that the retailers have deep freezers
12% 8%
with different capacities. 48% of the retailers had
deep freezers with capacity ranging from 750 to
1000 litres. 32% retailers have deep freezers with
32%
capacity ranging from 500 to 750 litres and only
8% retailers have freezers with capacity up to 250
Litres. 48%

<250
<500
<750
<1000
Fig 3.4. NUMBER Of DEEPFREEZER
WITH INDIVIDUAL DETAILER

From this Fig. we can conclude that 54%

retailers have only 1 Deep freezer, this is
4% majorly due to lack of space and investment
21%
facility. 21% of the respondents owned more
54%
than 2 Deep freezers and 3 Deep freezers
respectively and only 4% retailers have more
21%
than 5 Deep freezer.

One Two
< Two < Five
Fig 3.5. SCHEMES PROVIDED BY
THE ICE CREAM BRANDS

We can conclude that nearly 25% of the ice cream

25%
brands provides trade schemes to the retailers.
These schemes play vital role in maintaining the
brand loyalty. Nearly 75% brands still don’t provide
any scheme so there is a need of such schemes to
keep the retailers satisfied in the business.
75%

Yes

No
Fig 3.6. MOST SELLING FLAVOURS
ACCORDING TO RETAILERS

8% 8%
Based on the survey, the retailers provided the
information that 84% of the consumers purchase
chocolate flavoured ice-creams and Vanilla and
butterscotch both has 8% sales.

84%

Vanilla
Choclate
Butterscotch
 fig 3.7. BRAND SOLD BY
RETAILERS

7% 11% We can conclude that, Sudha is the most selling

7%
brand in the Samastipur region. Nearly 41% retailers
8%
7% are selling Sudha ice-creams. Amul is second with
8% 11% sales. There are many players in the market like
Vadilal, Rollicks, Mother Dairy, Kwality Walls,
11% Creambell.

41%

Inhouse Kwality Walls

Vadilal Amul
Sudha Cream Bell
Mother Dairy Rollicks
 Fig 3.8. Sales Margin of Different
brands

20.5
20 20 20 20
20

19.5 From fig. we can conclude that the major

19 player like Mother Dairy, Vadilal, Rollicks,
18.5 Sudha are providing more sales margin than
18
18 Amul which is more than 20%. Retailers in
17.5 this region are more tend to go with brands
17 17
17 that are providing more sales margin.
16.5

16

15.5
Kwality Cream Vadilal Mother Rollicks Sudha Amul
Walls Bell Dairy
 Conclusion
▪ As the part of my work, I visited various markets in the Samastipur region and interacted with various
retailers. Except few companies most of them serve frozen desserts. Real milk ice cream is the strength of
AMUL. It is evident that AMUL provide sale margin equivalent to the other competitors.

▪ The availability of AMUL ice cream as compared to other brands was not as per the limit. Other competitors
(like Vadilal and Kwality walls) provides extra schemes to the retailers such as free deep freezers and
maintenance which AMUL don’t.

▪ This is important from the perspective of the retailer because they want to sell ice creams that provide them
higher sales margin. During my visit to the retailers, I also noticed that the retailers struggled with the
replacement of damaged products and company should work on this aspect. AMUL is known for its strong
market capture but it is not much visible in this part.

▪ There is a requirement of As I collected the information related to the market scenario, I also tried to place the
frozen food section and I also convinced many of them to start selling the AMUL ice creams. I came to the
conclusion that Samastipur market has many established competitors and we need to come with a strong
strategy to replace them.