A Presentation

on

“Detailed study of Sugar free ice cream and

competitor products in the same segment.”

By Group 4:

Ankit SoodAzhar MallickMayank SapraSimanta Das

Objectives • To study the level of consumption and preference of sugar

free ice cream of different brands.

• To study the influence of demographics in consumption of sugar free ice cream.

• To draw conclusions about the factors leading sugar free ice cream demand.

• To get retailers and customer suggestions to improve sales of sugar free.

Amul Sugar free ice cream

• In January 2007, Amul introduced sugar free and prolife probiotic wellness ice cream, which was the first in India.

• This range of Sugar free, LOW FAT Diabetic Delight & Prolife probiotic Wellness ice cream was created to target the health conscious people.

Amul’s Sugar free range of products

OBSERVATIONS&

LEARNINGS

Sugar free market (Mumbai)

*As per the retailers’ survey for 142 outlets across different parts of the city.

COMPETITORS

Flavours available (500ml)

Vanilla (Rs. 125)

Anjir (Rs. 135)

Cream Bell (100ml & 500ml)

Flavours available

Anjir Badam

Kesar Pista

Flavours available

Natural Vanilla

Kesar Almond

• As observed in the market, few of our competitors have a wider range of seasonal flavors as compared to our existing range.

• So we would suggest Amul to work upon few seasonal flavours, e.g.; Mango, Litchi, Jamun, etc.

Observations (contd.)

Apsara (Rs. 150)Flavours available (250gm box)

Jambu Josh (Jamun) Strawberry

Owesome Orange Rose almond

Litchi Alphonso

Kesar Pista Guava

Butterscotch

• According to the consumers’ feedback to the retailers, Amul’s sugar free ice cream takes a sand like texture after it crosses a certain period at the shelf.

• This could be due to the higher overrun thereby introducing more air into the base.

Observations (contd.)

Observations (contd.)• According to the survey, the leading factors affecting the sales

are:

Health consciousness

RECOMMENDATIONS

• Based on the retailers responses, it was evident that flavors play a major role in the buying preference of consumers.

• Similarly as per the consumers response, the demand for vanilla and chocolate is considerably high as compared to the other flavors.

• So, we would suggest Amul to bring back it prior product, ‘Vanilla with chocolate sauce’.

• Amul should preferably associate itself with some pharmaceutical brand to promote its wellness products like ‘sugar free’ ice creams.

• Similar to what Havmor has done by associating itself with Zydus Cadila for its sugar free range of ice creams.

“A comprehensive study of Chemist WDs

as an alternate channel for wellness products.”

Objectives• To improve the sales of wellness category products.

• To check the feasibility of an alternate channel for the market penetration of these products by isolating them from the existing distribution channels.

Wellness Products

RECOMMENDATIONS

• As part of our minor project for wellness category distribution channel, we would suggest deploying dedicated and trained salesmen at the WD points to push these products & to create better awareness about them.

• This is due to the issue that the current salesmen simply performs his normal duty of taking orders.

Frequency of procurement of sugar free ice cream

*As per 134 responses given by retailers

WD salesman reminding about sugar free while taking orders

*As per 134 responses given by retailers

Advertisement affecting brand loyalty

As a common recommendation for both the research projects:• It would be effective if we increase our branding activities for

wellness products at the point-of-purchase, similar to what we have done for EPIC & Crème Rich.

Thank You!