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AMUL ICE CREAMS Vs. HLL
GIANTS IN THE WORLD OF
ICE-CREAMS
CASE OVERVIEW
• HLL’s share – 50 % • Major acquisitions – Kwality , Milkfood &
Dollops brands of ice creams .• Stiff competitors – Amul & Vadilal• Reasonable prices of Amul distinct feature –
edge over HLL .
Comparative analysis• Prices
• Amul withdrew its offer of selling Tricone @ Rs 10 due to heavy demand & exhaustion of all India cone biscuit capacity .
• HLL launched a softie for Rs 5 . • Stiff competition in terms of sales figures and
Amul is growing at a rapid pace ( 50 %)
AMUL KWALITY WALLS
FROSTIK Rs 15 FEAST Rs 20
TRICONE Rs 15 CORNET Rs 25
An Insight into AMUL
OVERVIEW
• 1st launched into 1996 in Gujarat• By 1999 , it grabbed the entire country • Achieved NO.1 position in INDIA• Overlaping market share
4 P s of Marketing Mix
PRODUCT POSITIONING
• Positioned as real ice cream.• Unique & innovative marketing strategy .
POSITIONING
• By product attributes and benefits • By price/ quality • By use or approach • By product class• By product use • By competitor
PORTER’S GENERIC STRATEGY
• Over all cost leadership – Customer friendly prices since less expensive distribution channels & low cost raw material .
• Differentiation – 1st player to come up with innovative products
Vitamin enriched ice cream Use of milk fat Power form kulfis Patriotically inclined advertisements
• Focus – Positioned ice creams as family products & part of daily food habit.
CURRENT PRODUCT CURRENTMARKET MARKET PENETRATION
• More intensive distribution• Tie-ups with state marketing federations for expanding
customer base .• Identified places , cities where consumption level was
high . • Enhance take-away market for ice cream . • Smart advertisement & approach to cater all the
customers • Intelligent marketing to position ice cream as a common
man’s product .
NEWPRODUCT:CURRENT MARKETPRODUCT DEVELOPMENT STRATEGY
• Enter into new product lines• Bakery items deserts chips• SUGAE FREE AND WELLNESS PPROBIOTIC
ICECREAM
CURRENT PRODUCT : NEW MARKET MARKET DEVELOPMENT STRATEGY
• Capturing the wide customer base• rural • foreign market
NEW PRODUCT:NEW MARKETDIVERSIFICATION STRATEGY
• Started supplying refrigerators of their own .• Entered into areas like restaurants , cafe.
MARKET CHALLENGER STRATEGY
• Frontal attack – launched its ice cream in Gujarat & Mumbai where Kwaltiy walls was well established .
• Encirclement attack-attacked on several fronts like quality , prices , segmentation and product variants
Forward integration
• Amul shoppes were established thus eliminating the retailer in the distribution chain
9 price quality strategies
Premium strategy – Baskin robbins High value strategy – Kwality walls Super value strategy – Amul Overcharging - Medium value strategy Good value strategy Rip off False strategy Economy strategy
A INSIGHT INTO HLL
• Kwality Walls is the leading brand of HLL in the section of Ice Creams
GLOBAL REACH OF KWALITY WALLS
PRODUCT LINE
• SELECTION• PADDLE POP• FEAST• MOO• CORNETTO• ITALIAN GELATO
MARKET SEGMENTATION
Geographic urban & rural areas , top 6 metros and 30 cities .30-70 principle
Demographic
AGE – GROUP BRANDS PRICE
KIDS PADDLE POP Rs 5 - 10
TEENAGERS CORNETTO Rs 22- 30
FAMILIES RED TUB Rs 160- 210
BEHAVIOURAL BASED
Profit maximization through identifying eating occasions
Celebration & enjoyment 15.7% Social connection 11.2 % Feel good and care 11 %
MARKETING STRATEGY
• Introduction of range of products • Promotional campaigns a. ‘Ek din ka Raja’ was awarded best
promotional campaign in India .b. Special contest for Valentine’s Dayc. Alliance with Cartoon network for summer
promotion .
• Developing of home delivery concept in alliance with pizza corners
• Mobile cart vendors
Forward integration
POSITIONING
BRANDS POSITIONING
FEAST YOUTH WITH ATTITUDE
CORNETTO ROMANTIC & SPECIAL MOMENTS
SUNDAES FAMILIES , FUN & ENJOYMENT
DRASTIC U-TURN
• Right from its entry AMUL grabbed the driver’s seat of the ice cream world & subsided Kwality Walls.
Pitfalls:• Positioning issues a. Amul positioned itself as the ‘Real Ice Cream’
highlighting health benefits for all while Kwality Walls positioned itself as a ‘Connector of hearts’ with the tag line HO JAYE DIL KA CONNECTION
b. The change of tag line to PLEASURE UP proved to be a failure as it was mistook as an aphrodisiac
•
• Price• Amul’s prices were 60-70% cheaper than that
of Kwality Wall’s.