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7/29/2019 Amul vs Baskin Final Ppt
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SUBJECT : STRATEGIC MANAGEMENTComparative Study of Amul and
Baskin Robbins
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NAME OF GROUP
MEMBERS
POOJA KHANVILKAR 36
MIZBA KHAN 65
PRAMOD PRAJAPATI 78
ANIS GILANI 46
SANTOSHI AHIR 27
SHEREEN KHILJI 61
MUSTAFA PETTIWALA 34
JOBIN JACOB 79
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ICE CREAM INDUSTRYIN
INDIA
The ice cream market growth in India picked up after de-
reservation of the sector in 1997
Total size of Rs 15-16bn, around 30-32% is in the hands
of organized sector and rest all is with the unorganizedsector
Shown an annual growth ranging from 15- 20% per
annum
Almost 40% of the ice creams sold in the country are
consumed in the western region with Mumbai being the
main market, followed by 30% in the north and 20% in
the south
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Amul Ice Cream waslaunched on 10th
March, 1996
It is managed by Gujarat Co-operative
Milk Marketing Federation Ltd.(GCMMF).
The Amul Pattern hasestablished itself as a uniquelyappropriate model for ruraldevelopment.
Amul has spurred the WhiteRevolution of India.
It is also the Indias biggest
ice cream brand.
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Baskin-Robbins is a global chain of ice cream parlours founded by Burt
Baskin and Irv Robbins in 1953, from the merging of their respective ice
cream parlours, in Glendale, California.
In 1945 Irv Robbins
opens Snownbird ice
cream shop in glendale
california .
In 1946 Burt Baskin
opens Burtons ice
cream shop in
pesandena california.
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INTERNALENVIRONMENTVisions
Missions
Marketing Mix
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Liberate our farmers fromeconomic oppression andlead them to prosperity
VISION
Dairy cooperatives ofGujarat turnover ofRs. 27000 crs by the
year 2020
MISSION
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The BEST PREMIUM
ICE CREAM PLAYER
VISION
exist to thrillcustomers, defineand lead multi-branding, enrich
stakeholder, andbuild powerfulbrands!
MISSION
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PR
ODUCTS
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PRODUC
TS
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Amuls philosophy had all along been to
deliver value for money to its
customers. Despite being priced
economically, Amulmaintained itsproduct quality.
Baskin-robins way of pricing is premium pricing that
means using a high price where there is uniquenessabout the product.
The quality they provide is very high which will
match the price.
PRICE
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PLACE
Amul ScoopingParlours
caterers canteensrestaurants
retail shops Amul PreferredOutlets Hotels
vending pushcarts
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PLACE
MALLS Outlets Hotels
EVENTS
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Amulsadvertising philosophy had been to be simple,
fresh innovative. The clean, emotion-based ads refrained from using hi-tech
special effects, and aimed at maintaining the perfect balance between the
traditional and the
modern.
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Baskin-Robins not only sell the product but also sell the fun. Their
promotion says We sell fun, not just ice cream. They also do in-store
promotion campaign and also do all sort of promotional activities like grand
opening activities, direct mail campaign, Birthday club email marketing and
they advertise in television and in online.
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EXTERNALENVIRONMENT
Micro
Environment
Macro
Environment
Suppliers
Customer
Marketing
Intermediaries
Economic
Political-
Legal
Social
Technological
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FARMER
Village Co- Operative SocietiesCompany engages master
franchisors & franchises
Suppliers
Selected number of suppliers
to maintain quality standards
Milk Processing Units
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MARKETSEGMENTATIONIt targets markets are mostly age and income based Amul
have created many sorts of ice creams to cater all group.
It has pro biotic sugar free ice cream which aimed to hit
diabetic customer and the people aged than 45
Amul targeting upper class, middle class, lower class
income group people by selling ice cream in stick at low cost.
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MARKETSEGMENTATIONIt targets markets are mostly age and
high income based
There is no target as such. All segments
categories are welcome here
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POSITING
Real Milk.Real Ice Cream
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We sell fun,not just ice cream.
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MARKET SHAREOF ICE
CREAM BRANDSIN INDIA
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MARKETING INTERMEDIARIES
Distribution network in
more than 800 towns
Amul Utterly Deliciousparlours which is run by
the company or its
wholesale dealers
406 Outlets all over India
All these outlets are franchisee
run and managed
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MACRO ENVIRONMENT
ECONOMIC
The Per capita
consumption level is low,
Hence is better for Amul to
introduce with the lowpricing products
The Baskin Robbins target the
upper class and upper middle
class target audience, Hence the
pricing do not much play an
essential factor for the product
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POLITICAL- LEGAL
Creating products as per
quality standardsTo encourage the FDI
investment in India
Price ceiling
Free trade agreement
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SOCIAL
Its very essential for the
company to provide a
quality product in the price
range for the targetaudience
Providing a best quality
product is the main motive of
Baskin Robbins
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TECHNOLOGICAL
Quality controltechnologies like ISO, TQM,
HACCP (Hazard Analysis
and Critical Control Points)
Able to connect both
sides of the supply chain
by using GIS (Geographic
information system)
By better means of technology
Baskin Robbins concentrate more
on provide a better quality to
there customer
Technology has increased the
franchisee level in five star
hotels, Malls, Events and Airports
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VALUECHAINANALYSIS
INDUSTRY ANALYSIS:
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INDUSTRY ANALYSIS:
PORTERS 5 FORCES
Competitive
Rivalry is high
due to other
brands & Local
Players
Threat of newentrants is high
because there
is no entry
barriers
Bargaining power of
suppliers is low
because the
suppliers are rural
milk producers
Threat of substitutes
is high because of
availability of other
product
Bargaining
power of
customer is
high because of
various
competitors
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SWOT ANALYSIS
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STRENGTH
Good product range
Good quality and packaging
Effective ad campaign
Brand image
Strong brand awareness
Baskin-Robbins has over 5,000
global locations in over 40 countries
and we are continually opening new
franchises.
More than 1000 flavours of ice-cream in the library include low fat
and no sugar ice-cream.
Provide several services for
different age group
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WEAKNESS
Need to focus on other
products as well Not all branches offer the sameproducts.
The customers might not be able
to buy their favourite ice cream
flavour at all branches in their area.
Quite expensive
Its difficult to open their own
Baskin-Robbins ice cream parlour
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OPPORTUNITY
High End ice-cream
Tie-up with food chains
Mobile vans for better
visibility
The increasing demand
for fast food and ice
creams among the young
people is an opportunityfor the company.
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THREATS
Kulfi in rural markets
Local ice creams and sweet
dishes
The dairy products related
diseases like mad cow is a threatfor the company, especially for itsice cream products
The change in culture andlifestyles as well as changingtrends of healthier food canaffect the sales of the company
The economic recession isanother threat as it has affectedthe sales of the company badly
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Amul Bussiness StrategyDeveloping demand
Limited purchasing power, modest consumption levels
A low-cost price strategy products
The distribution networkDry and cold warehouse
Cash transaction throughout the supply chain
JIT improves dealers returns on investments (ROI)
Umbrella brandCommon brand for most product categories
Third party service providersCore is milk processing , production of dairy products
logistics of milk collection, distribution of dairy products,
sale of products through dealers and retail stores
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Short term Strategies
Maintain constant intervals in advertising
Sponsoring in community events
Loyalty programs
Long term Strategies
Increasing number of outlets
Getting in the supermarkets
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very good strategy of sellingtheir products
Products are available for allmost all the segment
AMUL caters to all segmentsand more popular in India
Amul has to mainlyconcentrate to improve theirproduct variety. Number offlavors in AMUL is lesscompared to Baskin Robbins.
Conclusion
caters only to premium and
elite customers
diversification related to its
core product i.e. ice cream
attracting the middle class
audience in India
They can even distribute their
products to retail outlets
AMUL BASKIN ROBBINS
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