INTRODUCTION
Sales Promotion
Sales promotion, a key ingredient in marketing campaigns, consists of a
diverse collection of incentive tools, mostly short term, designed to
stimulate quicker or greater purchase of particular products or services by
consumers or the trade.
Whereas advertising offers a reason to buy, sales promotion offers an
incentive to buy. Sales promotion includes tools for consumer promotion
(samples, coupons, cash refund offers, process off, premiums, prizes,
patronage rewards, free trials, warranties, tie-in promotions, cross-
promotions, point-of-purchase displays, and demonstrations); trade
promotion (prices off, advertising and display allowances, and free goods);
and sales force promotions (trade shows and conventions, contest for sales
and specialty advertising). These tools are used by most organizations,
including non-profit organizations. Churches, for example, often sponsor
bingo games, theatre parties, testimonial dinners and raffles.
A decade ago, the advertising to sales-promotion ratio was about
60:40. Today, in many consumer packaged-good companies, sales
promotion accounts for 65% to 75% t of the combined budged. Sales
promotion expenditures have been increasing as a percentage of combined
budget expenditure annually for the last two decades. Several factors
contribute to this rapid growth, particularly in the consumer markets.
Promotion is now more accepted by the top management as an effective
sales tool; more product managers are qualified to use sales-promotion tools;
and product managers are under pressure to increase current sales. In
addition, the number of brands has increased; competitors use promotions
frequently; many brands are seen as similar; consumers are more price-
oriented; the trade has demanded more deals from the manufacturers; and
the advertising efficiency has declined because of rising costs, media clutter,
and legal restraints.
The rapid growth of sales-promotion media has created clutter similar
to the advertising clutter. Manufacturers have to find ways to rise above the
clutter-for instance, by offering larger coupon-redemption values or using
more dramatic point-of purchase displays and demonstrations.
Purposes of Sales promotion
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Sales-promotion tools vary in their specific objectives. A free sample
stimulates consumer trial, whereas a free management-advisory service aims
at cementing long-term relationship with a retailer.
Sellers use incentive-type promotion to attract new, to reward loyal
customers, and to increase the repurchase rates of the occasional users. Sales
promotion often attracts brand switchers, who are primarily looking for low
price, good value, or premiums. Sales promotions are unlikely to turn them
into loyal users. Sales promotions used in markets of high brand similarity
produce a high sales response in the short term but little permanent gain in
the market share. In markets of high dissimilarity, sales promotion can alter
market shares permanently.
Farris and Quelch cite a number of sales promotion benefits flowing
to manufacturers and consumers. Sales promotion enable manufacturers to
adjust to short-term variations in supply and demand. They enable
manufacturers to test how high a list price they can charge, because they can
always discount it. They induce the customers to try new products instead of
never straying from current ones. They lead to more varied retail formats,
such as every-day-low-price store and the promotional-pricing store. They
promote greater consumer awareness of prices. They permit manufacturers
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to sell more than they would sell at list price. They help the manufacturer
adapt programs to different consumer segments. Consumer themselves
enjoy some satisfaction from being smart shoppers when they take
advantage of price specials.
Today many marketing managers first estimate what they need to
spend in trade promotion, then what they need to spend in consumer
promotion. Whatever is left they will budget for advertising. There is
danger, however, in letting advertising take a back seat, because advertising
typically acts to build brand loyalty. The question of whether or not sales
promotion weakens brand loyalty is subject to different interpretations. Sales
promotion, with its incessant prices off, coupons, deals and premiums, may
devalue the product offering in the buyers’ minds. Buyers learn that the list
price is largely a fiction. However, before jumping to any conclusion, we
need to distinguish between price promotions and added-value promotions.
However, usually, when a brand is price promoted too often, the
consumer begins to devalue it and buy it mainly when it goes on sale. So
there is risk in putting a well-known brand leader on promotion over 30% of
time. Dominant brands offer deals frequently, because most deals only
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subsidize current users. Brown’s study of 2,500 instant-coffee buyers
concluded that:
Sales promotions yield faster and more measurable responses in
sales than advertising does.
Sales promotions do not tend to yield new, long term buyers in
mature markets because they attract mainly deal-prone consumers
who switch among brands as deals become available.
Loyal brand buyers tend not to change their buying patterns as a
result of competitive promotion.
Advertising appears to be capable of deepening brand loyalty.
There is also evidence that price promotions do not build permanent
total category volume. Small share competitors find it advantageous to use
sales promotion, because they cannot afford to match the market leaders’
large advertising budgets; nor can they obtain shelf-space without offering
trade allowances or stimulate consumer trials without offering incentives.
Price competition is used by small brand seeking to enlarge its share, but it
is less effective for category leader whose growth lies in expanding the
entire category. The upshot is that many consumer packaged goods
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companies feels that they are forced to use more sales promotions than they
wish. They blame the heavy use of sales promotion for decreasing brand
loyalty; increasing consumer price-sensitivity; brand quality image dilution,
and a focus on short-run-marketing planning.
Major decisions in Sales Promotions
In using sales promotion, a company must establish its objectives,
select the tools, develop the program, pretest the program, implement and
control it, and evaluate the results.
Establishing the objectives
Sales promotion objectives are derived from broader promotion
objectives, which are derived from more basic marketing objectives
developed for the product. For consumers, objectives include encouraging
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purchase of larger-sized units, building trial among non-users, and attracting
switchers away from competitors’ brands. For retailers, objectives include
persuading retailers to carry new items and higher levels of inventory,
encouraging stocking of related items, offsetting competitive promotions,
building brand loyalty, and gaining entry into new retail outlets. For the
sales force, objectives include encouraging support of a new product or
model, encouraging more prospecting, and stimulating off-season sales.
Marketing Memo: Sales Promotions as brand builders
Source: Adapted from Jacques Chevron, “Branding and Promotion: Uneasy
combination.” Brand week, September 14, 1998, p.24
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Building brand awareness is a long-term process. What a brand does today predicts what it will do tomorrow. Sales promotions are short term and temporary. Here are some of the tips on how to make a sale promotion an effective brand-building tool.
Make sure the promotion is justified: A new store opening, a company anniversary, and other kinds of celebrations are all good reasons for running a promotion
Tie the promotion to brand’s image: Birth dates and anniversaries are good Look at every both for the sales job it can do and as a communication tool: A
promotion is one of a brand’s many voices; it can help build brand awareness if it says the right things
Selecting Consumer-promotion tools
The promotion planner should take into account the type of the
market, sales promotion objectives, competitive conditions, and each tool’s
cost effectiveness.
The main consumer promotion tools are summarized in the following
table. We can distinguish between manufacturer promotions and retailer
promotions. Sales promotions are most effective when used together with
advertising. In one study, a price promotion alone produced 15% increase in
sales volume. When combined with feature advertising, sales volume
increased 19% when combined with feature advertising and a point-of-
purchase display, sales volume increased 24%
Major Consumer promotion tools:
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Samples: Offer of a free amount of a product or service delivered door to
door, sent in the mail, picked up in a store, attached to another product, or
featured in an advertising offer.
Coupons: Certificates entitling the bearer to a stated saving on the purchase of
a specific product; mailed, enclosed in other products or attached to them, or
inserted in the magazine and newspaper ads.
Cash Refund Offers (rebates): Provide a price reduction after purchase rather
than at retail shop; consumer sends a specified “proof of purchase” to the
manufacturer who “refunds” part of the purchase price by mail.
Price Packs (cents-off deals): Offers to consumer savings off the regular
price of a product, flagged on the label or package. A reduce price pack is a
single package sold at the reduce price (such as two for the price of one). A
banded pack is two related products banded together (such as a toothbrush and
toothpaste)
Selecting trade-promotion tools
Manufacturers use a number of trade promotion tools. Surprisingly a
higher percentage of promotion pie is devoted to trade promotion tools (46.9
%) than to consumer promotion (27.9%), with media advertising capturing
remaining 25.2 %. Manufacturers use award money to the trade
1. To persuade the wholesaler or retailer to carry the brand;
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2. Persuade the retailer or wholesaler to carry more units than the normal
amount;
3. To induce the retailers to promote the brand by featuring, display, and
price reductions and;
4. To stimulate retailers and their sales clerks to push the product.
The growing power of large retailers has increased their ability to demand
trade promotion at the cost of consumer promotion and advertising. The
different trade promotions are
Price off (off-invoice or off list): A straight discount off the list price on
each case purchased during a stated time period.
Allowance: An amount offered in return for the retailer’s agreeing to feature
the manufacturer’s products in some way. An advertising allowance
compensates the retailers for advertising the manufacturer’s product. A
display allowance compensates them for carrying a special product display
Free Goods: Offers of extra cases of merchandise to intermediaries who buy
a certain quantity or who feature a certain flavor or size
Source: For more information, see Betsy Spethman, Trade Promotion
Redefined, Brandweek, March 13, 1995, pp. 25-32
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Selecting Business- and sales-force-promotion tools
Companies spend billions of dollars on business-and sales-force-promotion
tools as shown in the table. These tools are used to gather business leads,
impress and reward customers, and motivate the sales force to greater effort.
Companies typically develop budgets for each business-promotion tool that
remain fairly constant from year to year.
Trade Shows and Conventions: Industry associations organize annual trade
sows and conventions. Business marketers may spend as much as 35 % of
their annual promotion budget on trade shows
Sales Contests: A sales contest aims at including the sales force or dealers
to increase their sales over a stated period, with prizes (money, trips, gifts
or points) going to those who succeed
Specialty Advertising: Specialty advertising consists of useful, low cost
items bearing the company’s name and address, and sometimes an
advertising message that salespeople give to prospects and customers.
Common items are ballpoint pens, key chains, flashlights, tote bags, and
memo pads.
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Objectives Of The Study
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OBJECTIVE OF THE STUDY
To know awareness of people towards Amul Prolife & Ice cream .
To know in which segment ice cream are mostly like/preferred.
To know which advertisement tool is mostly preferred by people.
To know the preference of Amul ice cream with comparison to other competitive
brands.
To know the factors which affects consumer’s buying behavior to purchase
prolife & sugar free ice cream.
Create awareness about the Probity ice cream
To collect the detailed data by filling up the questionnaire from the APO’S/A
class outlets or parlors
To collect the detailed data with respect to AMUL Outlets.
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To collect information about the AMUL Prolife & ice cream by different APO’S
& A class outlets
To collect detailed information about the price, supply or any required
improvement towards the AMUL Prolife & ice cream.
To give suggestion provided by the outlets to the company for improvement of
AMUL Prolife & ice cream/Products
SCOPE OF THE STUDY
To study the marketing strategies of the Amul Ice Cream Company.
To study the various products and their prices.
To study the various plans and schemes.
To study the preference of those factors which are considerable by the customer.
To analyze the satisfaction level of the customer.
To analyze the market share of Amul Ice Cream Company.
To show the coverage area of Amul Ice Cream Company.
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COMPANY PROFILE
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Amul (Anand Milk Union Limited), formed in 1946, is a dairy cooperative
movement in India. It is a brand name managed by an apex cooperative
organisation, Gujarat Co-operative Milk Marketing Federation
Ltd. (GCMMF), which today is jointly owned by some 2.6 million
milk producers in Gujarat, India. It is based in Anand town of
Gujarat and has been a sterling example of a co-operative
organization's success in the long term. The Amul Pattern has
established itself as a uniquely appropriate model for rural
development. Amul has spurred the White Revolution of India, which
has made India the largest producer of milk and milk products in the
world. It is also the world's biggest vegetarian cheese brand .
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In the year 1946 the first milk union was established. This union was started
with 250 liters of milk per day. In the year 1955 AMUL was
established. In the year 1946 the union was known as KAIRA
DISTRICT CO-OPERATIVE MILK PRODUCERS’ UNION. This
union selected the brand name AMUL in 1955. It is a brand name
managed by an apex cooperative organization, Gujarat Co-operative
Milk Marketing Federation Ltd. (GCMMF), which today is jointly
owned by some 2.6 million milk producers in Gujarat, India. It is based
in Anand town of Gujarat and has been a sterling example of a co-
operative organization's success in the long term. The Amul Pattern
has established itself as a uniquely appropriate model for rural
development. Amul has spurred the White Revolution of India, which
has made India the largest producer of milk and milk products in the
world. It is also the world's biggest vegetarian cheese brand .
The brand name Amul means “AMULYA”. This word derived
form the Sanskrit word “AMULYA” which means “PRICELESS”. A
quality control expert in Anand had suggested the brand name “AMUL”.
Amul products have been in use in millions of homes since 1946. Amul
Butter, Amul Milk Powder, Amul Ghee, Amulspray, Amul Cheese,
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Amul Chocolates, Amul Shrikhand, Amul Ice cream, Nutramul, Amul
Milk and Amulya have made Amul a leading food brand in India. (The
total sale is Rs. 6 billion in 2005). Today Amul is a symbol of many things
like of the high-quality products sold at reasonable prices, of the genesis of a
vast co-operative network, of the triumph of indigenous technology,
of the marketing savvy of a farmers' organization. And have a proven model
for dairy development (Generally known as “ANAND PATTERN”).
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Gujarat Cooperative Milk Marketing Federation (GCMMF)
Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's
largest food products marketing organisation. It is a state level apex
body of milk cooperatives in Gujarat 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.
Amul's product range includes milk powders, milk, butter, ghee, cheese,
curd, chocolate, ice cream, cream, shrikhand, paneer, gulab
jamuns, basundi, Nutramul brand and others. In January 2006,
Amul plans to launch India's first sports drink Stamina, which will be
competing with Coca Cola's Powerade and PepsiCo's Gatorade .
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Amul is the largest food brand in India and world's Largest Pouched Milk
Brand with an annual turnover of US $1050 million (2006-07).
Currently Amul has 2.6 million producer members with milk collection
average of 10.16 million litres per day. Besides India, Amul has
entered overseas markets such as Mauritius, UAE, USA, Bangladesh,
Australia, China, Singapore, Hong Kong and a few South African
countries. Its bid to enter Japanese market in 1994 had not succeeded,
but now it has fresh plans of flooding the Japanese markets .Other
potential markets being considered include Sri Lanka.
Dr Verghese Kurien, former chairman of the GCMMF, is recognised as the
man behind the success of Amul. On 10 Aug 2006 Parthi Bhatol,
chairman of the Banaskantha Union, was elected chairman of
GCMMF.
ACHIEVEMENT:
Amul : Asias largest dairy co-operative was created way back in 1946 to
make the milk producer self-reliant and conduct milk- business with
pride. Amul has always been the trend setter in bringing and adapting
the most modern technology to door steps to rural farmers.
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Amul created history in following areas:
a)First self motivated and autonomous farmers organization comprising of
more than 5000000 marginal milk producers of Kaira District.
b) Created Dairy co-operatives at village level functioning with milk
collection centres owned by them.
c) Computerized milk collection system with electronic scale and
computerized accounting system.
d)The first and only organization in world to get ISO 9001 standard for its
farmers co-operatives.
e)First to produce milk from powder from surplus milk.
Amul is the live example of how co-operation amongst the poor marginal
farmers can provide means for the socio-economic development of the
under privileged marginal farmers.
Amul in abroad:
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Amul is going places. Literally. After having established its presence in
China, Mauritius and Hong Kong, Gujarat Cooperative Milk
Marketing Federation (GCMMF), Indias largest milk cooperative, is
waiting to flood the Japanese market.
Then, GCMMF is also looking at Sri Lanka as one of its next export
destinations. Amul products are already available on shelves across
several countries, including the US, China, Australia, West Asian
countries and Africa.
GCMMF recorded a turnover of Rs 2,922 crore last fiscal. Its products
include pouch milk, ultra heat treated (UHT) milk, ice cream, butter,
cheese and buttermilk.
PEOPLE POWER: AMUL'S SECRET OF SUCCESS
The system succeeded mainly because it provides an assured market at
remunerative prices for producers' milk besides acting as a channel to
market the production enhancement package. What's more, it does not
disturb the agro-system of the farmers. It also enables the consumer an
access to high quality milk and milk products. Contrary to the traditional
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system, when the profit of the business was cornered by the middlemen, the
system ensured that the profit goes to the participants for their socio-
economic upliftment and common good.
Looking back on the path traversed by Amul, the following features make it
a pattern and model for emulation elsewhere.
Amul has been able to:
Produce an appropriate blend of the policy makers farmers board of
management and the professionals: each group appreciating its rotes
and limitations,
Bring at the command of the rural milk producers the best of the
technology and harness its fruit for betterment.
Provide a support system to the milk producers without disturbing
their agro-economic systems,
Plough back the profits, by prudent use of men, material and
machines, in the rural sector for the common good and betterment of
the member producers and
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Even though, growing with time and on scale, it has remained
with the smallest producer members. In that sense. Amul is an
example par excellence, of an intervention for rural change.
The Union looks after policy formulation, processing and marketing of milk,
provision of technical inputs to enhance milk yield of animals, the artificial
insemination service, veterinary care, better feeds and the like - all through
the village societies. Basically the union and cooperation of people brought
Amul into fame i.e. AMUL (ANAND MILK UNION LIMITED), a name
which suggest THE TASTE OF INDIA.Amul sells 35 million litres of ice-
cream valued at more than Rs 200 crore out of a total branded ice-cream
market of 100 million litres worth Rs 600 crore. The Amul ice cream
business is currently growing at the rate of more than 20%.
PLANTS
First plant is at ANAND, which engaged in the manufacturing of milk,
butter, Ghee, milk powder, flavored milk and buttermilk.
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Second plant is at MOGAR, in Rajasthan which engaged in manufacturing
chocolate, nutramul, Amul Ganthia and Amul lite.
Third plant is at Kanjari, which produces cattelfeed.
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Fourth plant is at Khatraj, which engaged in producing cheese.
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Today, twelve dairies are producing different products under the
brand name Amul. Today Amul dairy is no. 1 dairy in Asia and no. 2 in the
world, which is matter of proud for Delhi and whole India.
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Members: 13 district cooperative milk
producers' Union
No. of Producer Members: 2.6 million
No. of Village Societies: 12,792
Total Milk handling capacity: 10.16 million litres per day
Milk collection (Total - 2006-
07):
2.38 billion litres
Milk collection (Daily Average
2006-07):
6.5 million litres
Milk Drying Capacity: 594 Mts. per day
Cattlefeed manufacturing
Capacity:
2640 Mts per day
Sales Turnover Rs (million) US $ (in million)
1994-95 11140 355
1995-96 13790 400
1996-97 15540 450
1997-98 18840 455
1998-99 22192 493
1999-00 22185 493
2000-01 22588 500
2001-02 23365 500
2002-03 27457 575
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2003-04 28941 616
2004-05 29225 672
2005-06 37736 850
2006-07 42778 1050
AMUL THE TASTE OF INDIA (GCMMF)
receives
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INTERNATIONAL CIO 100 AWARD FOR RESOURCEFULNESS
GCMMF is a winner of the prestigious international CIO 100 award from
IDG's CIO Magazine, USA. The 2003 CIO 100 award recognizes the
organizations around the world that excel in positive business performance
through resourceful IT management and best practices.
This CIO International IT excellence Award has recognized the
Cooperative Movement & its Leadership under the "Amul" brand, initiated
by Dr. V Kurien, Milkman of India, whose main Motto is to build Indian
Society economically & literally strong through innovative cooperative
resourceful network, so as to provide quality service & products to the end
consumers and good returns to the farmer members.
This award has also given direction that IT need to be encouraged &
adopted more & more at grass root level and bridge the digital divide
through proper training, re-training so as to bring radical change & benefit
to the Indian society.
It has also recognized the Managing Director, Mr. B M Vyas, who has
taken IT initiative by setting the direction "GCMMF as IT Company in
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Food business". It has also inspired all the employees of GCMMF
Enterprise to sustain the challenges as a "Change Agent" by excelling their
IT skills in order to transform the people around them towards IT Integration
(e-Vision) on both the ends of supply chain (Village level Farmer to end
consumer). This award also motivated the each & every member dairy,
Amul's wholesale distributors, retailers, transporters and suppliers who have
supported whole-heartedly the IT initiatives of GCMMF.
The Gujarat Co-operative Milk Marketing Federation (GCMMF) has been
honoured at the CIO 100 Symposium & Award Ceremony on August 19,
2003, at the Broadmoor in Colorado Springs, Colorado, USA. Shri
Subbarao Hegde, Head of IT had been to USA and received the said Award
on behalf of GCMMF. The photograph link of the recipient of the CIO
award along with CIO Magazine's Editor in Chief, Abbie Lundberg, can be
seen at
BOARD MEMBERS
Shri Ramsinh Prabhatsinh Parmar Chairman
Shri Rajendrasinh Dhirsinh Parmar Vice-Chairman
Shri Dhirubhai Amarsinh Zala Director
Smt. Mansinh Kohyabhai Chauhan Director
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Shri Maganbhai Gokalbhai Zala Director
Shri Shivabhai Mahijibhai Parmar Director
Shri Pravinsinh Fulsinh Solanki Director
Shri Chandubhai Madhubhai Parmar Director
Shri Bhaijibhai Amarsinh Zala Director
Shri Bipinbhai Manishankar Joshi Director
Smt. Sarayuben Bharatbhai Patel Director
Shri Ranjitbhai Kantibhai Patel Director
Shri B. M. VyasManaging Director
G.C.M.M.F
Shri Deepak Dalal District Registrar
Shri Rahul Kumar Managing Director
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PRODUCT DESCRIPTION
(AMUL ICE CREAM )
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AMUL is all set to storm the Ice cream market with a new range of
probiotic ice cream aimed at the total health conscious.
Proboitic means “for life”. Probitics are defined as “live beneficial culture
administered in adequate amounts which confer a beneficial health effect on
the host”.
The human large intestine is a active site of no of microorganism known as
gut microflora. In a healthy person it a balance of a number of beneficial a
bacteria. The gut microflora actively play a role in health maintenance by
modulation of immune system, protection from pathogens and virus
invasion through gastrointestinal tract. They also aid in food digestion. A
part from these beneficial bacteria also synthesize some vitamins in gut. Our
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food habit, living habit, medication to cure disease,stress & strain, age etc
can cause the disturbance in balance of gut miroflora. The disturbed gut
microflora can create a chance for pathogens and viral invasion.
The products are:
• Amul ProLife (Probiotic Wellness Ice Cream)
• Amul Sugar Free (Probiotic Diabetic Delight) Amul ProLife
(Probiotic Wellness Ice Cream) Probiotics are a live, beneficial culture,
which when administered in adequate amounts, confer a beneficial health
effect on the host. They help in digestion, improve the immune system,
make the bones stronger, fight against allergic reactions and are effective in
controlling travellers’ diarrhoea. They also help in the prevention of colon
cancer and enhance brain activity. The Amul ProLife Probiotic Wellness
Ice Cream has all these benefits. How is Amul ProLife ice cream
beneficial? Probiotic ice cream is enriched with live beneficial cultures to
help your overall.
Executive VP – Inflight Services, said, “The improvements were prompted
by surveys conducted among passengers, assessing their needs and ratings
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of our inflight products. The new products were developed in collaboration
with leading gastronomic experts. We will be offering better quality meals
and we have modernised the design of our crockery and cutlery.” World
Business Class World Business Class passengers travelling on KLM’s ex-
India flights shall enjoy exquisitely prepared three-course Indian and
Western meals. Passengers will be able to choose from new Indian menus
developed in collaboration with renowned London-based Chef Andy
Varma of the Vama Group and owner of the famous restaurant, The Indian
Room in London. World Business Class passengers on all KLM flights ex-
Amsterdam will be treated to the internationally renowned cuisine of
Jacques and Laurent Pourcel from December 1, 2006 till the onset of
summer 2007. The Pourcel brothers, who run top class restaurants in many
countries, have produced recipes for the hors d’oeuvre, three main courses,
and dessert. Intercontinental Economy Class On all flights to and from
India, KLM’s Economy Class passengers will be offered a larger choice of
Indian and Western cuisines, as a full menu and as accompaniments. Special
attention will be given to local preferences. To complement the new meals,
the trays, crockery and cutlery have been redesigned to improve meal
presentation. Also, the current hot snack served shortly after the post
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midnight take-off from India will be supplemented with a snack box having
a choice of three light snacks. The new Indian menus in ex- Amsterdam
Economy Class have also been. well-being and health.
Following are the benefits of having Probiotic ice cream:
• It improves the gut micro flora
• Helps in digestion
• Improves the mineral and vitamin absorptions from diet
• Produces anti-microbial substances, which help in fighting against
pathogens
• Produces Vitamin B
• Assists in healthy liver functioning
• Supports cholesterol management
• Prevents and reduces food allergies Prevents the formation and growth of
colon cancer, if used regularly. Market estimates
As many are today becoming health and calorie conscious, the market is
growing. Amul estimates that it would expand the market by increasing
customer base. Essentially, it would not only convert no consumers of ice
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cream into eaters but also increase frequency of ice cream eating. It expects
to get 10% additional growth only through the probiotic range. Since the
company is the first to introduce the innovation, developed in-house, it
expects to build the market and capture the entire market for probiotic ice
cream.
Amul Sugar Free (Probiotic Diabetic Delight)
For diabetics, consuming ice cream had remained a dream. Amul is all set to
change that with the launch of India’s first specially created Sugar Free Low
Fat Diabetic Delight. In Amul Sugar Free Probiotic Diabetic Delight frozen
dessert, sugar has been replaced with zero calorie and low calorie
sweeteners called fructooligo- saccharides. Fructo-oligo-saccharides (FOS)
are soluble dietary fibres that improve the mineral absorption and bone
health in addition to increasing the disease-fighting ability of the body.
Digestive enzymes sparingly digest these sweeteners in the stomach or small
Amul probiotic wellness ice cream have been made to confer the health
benefit of these probiotics.
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Who does Probiotic ice cream suit best?
EVERYONE who desires to live HEALTHY LIFE. Probiotic ice cream
is enriched with live beneficial cultures to help your overall well being and
health.
Amul Probiotic wellness ice cream :
• Improves immunity
• Improves digestion
• Prevent gut infection
• Manages traveler’s diarrhea
Available in so many flavours packed in international packings:
Amul Probiotic wellness ice cream is available in : 125ml/500ml+500ml
free and 1.25 litrs in 5 flavours : Vanilla with chocolate
sauce/Starwberry/chocolate/shahi Anjir and fresh litchi price ranging from
Rs.15(125ml) to 110(1.25litrs).
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Amul Pro-Biotic Ice-cream Gets No. 1 Award At World
Dairy Summit
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"Sh VK Singh, IAS, Managing Director, Punjab Cooperative Dairy
Federation accepting 2007 IDF Marketing Award from Sh Jim Begg,
President, International Dairy Federation for Amul Prolife Probiotic Ice
Cream on 3rd Oct 2007 at World Dairy Summit, Dublin, Ireland. Sh VK
Singh had kindly accepted award on behalf of GCMMF."
It’s another triumph for brand Amul. After emerging as India’s topmost
brand, it has gone to win one of the world’s most prestigious awards – The
International Dairy Federation Marketing Award (2007) for Amul pro-
biotic ice-cream launch.
Announcing the award on October 03, at Dublin, Ireland on the occasion of
the World Dairy Summit, Mr. Jim Begg the IDF President commented
“These campaigns are excellent examples of best practise in branded and
generic marketing from around the world. In markets around the world that
are volatile and highly competitive, dairy products have a role in health
balanced diets, and these campaigns have demonstrated the ability of well
planned and executed marketing investments.”
GCMMF is the first and the only Indian organization to receive the 2007
IDF Marketing Award which covered three categories – Nutri-marketing,
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Innovation and Marketing Communication. Amul Pro-biotic Ice-cream
received the award in the Nutri-marketing category.
According to Shri B. M. Vyas, Managing Director, GCMMF, “We
launched Amul Pro-biotic Ice-cream as well as Amul Pro-biotic Sugar
Free Ice-cream, due to the constraints of cold chain which is a pre-requisite
for ice-cream distribution. In a country like India where we have
waterborne diseases like diarrhoea, eating a spoonful or two of pro-biotic
ice-cream would keep the family healthy and strong. The product was
launched with this in view. We were the first in the country to introduce pro-
biotic ice-cream and pro-biotic sugar free ice-cream. We are happy that our
efforts have been globally recognized by bestowing the prestigious IDF
Marketing Award’.
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Amul "Utterly Delicious" Parlours
Amul has recently entered into direct retailing through "Amul Utterly
Delicious" parlours created in major cities Ahmedabad, Bangalore,
Baroda, Delhi, Mumbai, Hyderabad and Surat. Amul has plans to create
43
a large chain of such outlets to be managed by franchisees throughout the
country. Amul Parlours at some prominent locations in the country, which
are run by the company or its wholesale dealers:
1. Delhi Metro Rail Corporation
2. The Somnath Temple
3. National Institute of Design
4. Infosys Technologies in Bangalore, Mysore & Pune
5. Wipro campus in Bangalore
6. L.J. College, Ahmedabad
7. Ahmadabad Airport
8. Surat Municipal Corporation
9. Delhi Police
10.Gujarat State Raod Transport Corporation
11. Jubilee Mission Medical College, Trichur, Kerala
12. Sanjay Gandhi Hospital Parlour, Amethi
44
13. Indian Institute of Management, Kolkata
14. Cafe Amul, MDG, Gandhinagar
Central Delhi APO’S
1. G.B.Pant Hospital, Dariayganj New Delhi
2. Maulana Azad Medical College ,New Delhi
3. DMRC , New Delhi
"Amul Utterly Delicious" parlours are an excellent business opportunity
for investors, shopkeepers and organizations. In order to come closer to the
customer, company decided to create a model for retail outlets, which would
be known as "Amul Preferred Outlets"(APO)
45
AMUL40%
HUL30%
VADILAL20%
OTHERS10%
MARKET SHARE
Among the major players in this industry AMUL has a market share of
around 40%,. Hindustan Unilever Ltd with an estimated market share
of 30% represented mainly by Kwality Walls brand and lastly Vadilal is
the player in the national market with 20% of the market share and
10% of the others brand like Mother Dairy, Arun Dairy and some local
brands.
Indian Ice Cream Market
Industry Snapshot
· Market Size - 800 Crores
46
· Ice Cream market is growing at 10 to 12%
· Ice creams traditionally are a low volume business
Players
Ice-cream
Introduction
The ice cream market growth picked up after de-reservation of the sector in
1997. Of the total size of Rs 15-16bn, around 30-32% is in the hands of
organized sector valued at Rs 4.9bn, rest all is with the unorganized sector.
Production area
In rural areas, kulfis / ice creams made by small / cottage industry are
popular. The market for organized sector is restricted to large metropolitan
cities. In small towns and villages, there are thousands of small players who
produce ice- creams / kulfis in their home backyard and cater to the local
market. 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.
Growth promotional activities
47
The Indian government adopted the policy of liberalization regarding the ice
cream industry also and it is since then that this sector has shown an annual
growth ranging from 15- 20% per annum for last 1- 2 year. Presently in
1999 it is estimated at worth of Rs15- 16bn. This growth rate is expected to
continue for another next 2- 3 years because of lower base.
Types
Indian Ice Cream market can be segmented in three different ways, namely
on the basis of flavors; on the basis of stock keeping units / packaging and
on the basis of consumer segments. On the basis of flavors the market today
has a number of flavors like vanilla, strawberry, chocolate, mango,
butterscotch a number of fruit flavours; dry fruit flavors traditional flavors
like Kesar- Pista, Kaju- Draksh etc.
The market is totally dominated by Vanilla, Strawberry and chocolate,
which together account for more than 70% of the market followed by
butterscotch and other fruit flavors.
1. Amul - Market Leader with share of 40%
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2. HUL - Kwality Walls - 2nd biggest player
3. Mother Diary
4. Arun - Chennai Based Hatsun Agro Product
5. Metro Daily - Kolkata based
6. Aavin - Tamil Nadu based
Recent Happenings
1. HUL's Moo (Nutritional Ice Cream) - targeted at Kids
2. As Mother Dairy has competency cold chain distribution as they have
Safal brand (frozen peas, corn, juices and mixed vegetables) under their
portfolio, they have expanded from Delhi to Bangalore, Hyderabad,
Chennai, Punjab, Rajasthan, UP & Uttaranchal. Due to this and other brand
extensions in the pipeline, Mother Diary expects their turnover by 20% this
year over their present size of Rs. 2800 Rs. Cr.
3. Aavin, the cooperative sector milk and dairy products marketer in Tamil
Nadu, has launched a low sugar variant of ice creams in the market.
According to an official press release, the ice cream `without added sugar' is
ideal for diabetics and safe for children and mothers-to-be. This variant has
just 80 calories and has 16 mg of sweetener against 8,000 mg of sugar in the
49
traditional ice creams. The ice cream conforms to the US and domestic food
regulations, the release said
4. GCMMF launched its pro-biotic ice creams that have live beneficial
culture that confer beneficial health effects such as improving immunity and
digestion and strengthening bones. It also introduced a sugar-free ice cream
range and is planning a Web site on ice creams. There two ranges are -
Amul Prolife and Amul Sugar free. According to Mr. R.S. Sodhi, GM
Marketing, Amul, Amul hopes to build the pro-biotic range into a Rs 100-
crore brand within the next two-three years. While Amul had earlier tested
this market segment through the launch of an isabgol-enriched ice cream,
this is company's first full-fledged attempt at capturing a good share of the
pro-biotic enriched foods market in India. Both the brands are available in
125 ml (Rs 15), 500 ml and 1.25 litre (Rs 120) packs in five flavours,
vanilla with chocolate sauce, strawberry, chocolate, shahi anjir and fresh
litchi. On the retail front, it intends to hike its Amul parlours from 600 to
10,000 by 2010
5. Arun Ice Creams, the ice cream brand from Hatsun Agro Product Ltd, is
launching a new range of ice cream outlets, Arun Ice Creams Unlimited.
Hatsun Agro, which is the largest private dairy in India, plans to make
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available its range of dairy products at the conventional Arun ice cream
outlets operated through franchisees. This network will also be expanded.
The new range of outlets will sell ice cream by the scoop, `aggressively
priced' at Rs 20 a scoop of 100 gm, Mr Chandramogan said. A feature of
these parlours will be the wide selection of flavours, over 25 flavours with
five new substituted for the existing ones each month to ensure more
variety. The company is investing over Rs 15 lakh in each of these outlets.
Few Brands/ Target Consumers
1. Youth Centric - Chills
2. Kids - Moo
3. Teenagers - Cornett
4. Health Conscious - Amul Sugar free & ProLife
This summer mother diary targeted children with the baseline — `Jagaye
Andar ka Bandar' while it is luring adults with the message `Give In'.
Interesting piece of information: Hawking is not allowed in Mumbai which
makes 1/3rd of business for HLL. Rest is contributed by retail outlets
Future of Ice Cream Market in India
Ice Cream market will expand with increase in number of malls - HUL has
been increasing their ice cream outlets - Swirl. Few years consumers use to
51
go out for walk after dinner and use to buy ice creams from hawkers. But
now consumer who often visit malls for entertainment
prefer to buy ice creams during different times of the day as it is visible
upfront and feel like spending Rs. 50 for that tasty chocolate swirl with cake
and nuts. As marketers are understanding the different needs of consumers,
be it health conscious people, kids, youngsters, young etc, and coming up
with products specific for them... with portfolio of flavors, consumer today
has plethora of options at hand to choose from and therefore high probability
of buying one more scoop of ice cream. Also with increasing wallet size and
innovative modern retail formats, it has definately given a philip to the ice
cream industry in India.
52
RESEARCH METHODOLOGY
1. RESEARCH PROBLEM
Increase the awareness level of AMUL PROLIFE & SUGARFREE
ICE CREAM .
Seek the general perception of consumer towards AMUL ICE
CREAM
To find the performance of AMUL ICE CREAM vis-à-vis other
Brands.
To know the consumer psyche and their behaviour towards AMUL
PROLIFE & SUGAR FREE ICE CREAM .
53
Scope of the Study
This study will help in comprehensive analysis of AMUL APO’S /A class
outlets. At the same time it was intended to find about the potential of
Prolife & Sugar free ice cream in different APO’S, and about problems
or issues and suggestions towards the company
Sources of the data collection: -
Primary sources: - Information by company personal, outlets
&APO’S
Suggestions by Distributor
Secondary sources: - www.amul.com
www.managementparadise .com
Data collection tools
Questionnaire
Interviews.
Meetings.
54
Sampling Technique: - Sampling technique is the convenience sampling.
There were many individual A class outlets & company APO’S involve in
different kinds of acceptation toward the Prolife & Sugar free ice cream.
Sample size: -
Sample size is 50 – 100 A class outlets/ APO’S and Consumer.
3. Information Requirement
First, I had to know about all the competitors present in the Iceceam
Segment (Reputed and well established brands as well as Local
brands).
Before going for the survey I had to know the comparative packs and
Prices of all the competitors existing in the market.
Since Ice cream is a product that attracts children and youngsters
hence I had to trace the market and segment it, which mainly deals
with people of various age groups.
As Ice cream is different product, the main information needed is the
various types of ice cream available in the market, their calorific
value and various other facts. They can be termed as :
55
Amul Probiotc prolife & sugar free ice cream is different segment
which is mainly made for those people who are very concern about
his health so , I had to trace this segment
4. Choice of Research design – Alternatives & choice
Despite the difficulty of establishing an entirely satisfactory classification
system, it is helpful to classify marketing research on the basis of the
fundamental objectives of the research. Consideration of the different types,
their applicability, their strengths, and their weakness will help the student
to select the type best suited to a specific problem.
The two general types of research are:
EXPLORATORY RESEARCH
Exploratory research seeks to discover new relationship, emphasis on
discovery of ideas.
Marketing researches devote a significant portion of their work on
exploratory studies when very little is known about the problem being
examined.
CONCLUSIVE RESEARCH
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Conclusive studies attempts to determine the frequency with which
something occurs or the relationship between two phenomenon. Usually
conclusive studies assume certain under underlying characteristics of the
market or have some precise statement of research questions/hypothesis.
5. RESEARCH INSTRUMENT USED - DETAILS & WHY?
If one wants to know what type of dentifrice people use, what they think of,
television commercials, or why they buy particular brands of cars, the
natural procedure is to ask them. Thus, the questionnaire method has come
to be the more widely used of the two data collection method. Many
consumers are now familiar with the telephone caller who greets them with
“We are making a survey”, and then proceeds to ask a series of questions.
Some interviews are conducted in person, others by telephone, and others by
mail. Each of these has its special advantages and disadvantages and
limitations. The questionnaire method in general, however, has a number of
pervasive advantages and disadvantages. Discussion of particular variations
will be more meaningful if these characteristics of the general methods are
brought out first.
57
A questionnaire consists of list of questions to be asked from the
respondents and the space provided to record the answer / responses.
Questionnaire can be used for the personal interviews, focus groups, mails
and telephonic interviews. The choice among these alternatives is largely
determined by the type of information to be obtained and by the type of
respondents from whom it is to be obtained.
The common factor in all varieties of the questionnaire method is this
reliance on verbal responses to question, written or oral.
Questionnaire in the project consists of:
Multiple choice questions
Dicthomus
MULTIPLE CHOICE QUESTIONS:
Questions of this type offer the respondents an alternative to choose the right
answer among others. It is faster, time saving and less biased. It also
simplifies the tabulating process.
OPEN END QUESTIONS:
In this type respondents are free to answer in their own words and express
the ideas they think are relevant, such questions are good as first questions
58
or opening questions. They introduce the subject and obtain general
reaction.
DICTHOMUS:
These are the questions which are Boolean in nature. These answers are
straightforward and respondents have to answer them in a straight way. That
means the answer can only be either ‘Yes” or ‘No’.
SAMPLING METHODS
Sample design is a definite plan of obtaining some items from the whole
population. The sample design used in this project is two state sampling i.e.
cluster sampling and convenience sampling. The whole city was divided
into some geographical areas like in Central Delhi and I have chosen
Dariyagunj, DMRC, NFC, APO’S, A CLASS OUTLETS. The total
sample size was 50 -100 outlets .
CLUSTER SAMPLING
Here the whole area is divided into some geographical area and a definite
number of consumers were to be surveyed.
CONVINIENCE SAMPLING
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This type of sampling is chosen purely on the basis of convenience and
according to convenience.I visited Dariyagunj, ITO, NFS’S, APO;S, A
class Outlets and Dealers.
SAMPLING
Sampling Technique: Non probability sampling technique that in which
each element in the population does not have an equal chance of getting
selected
Sample Unit: People who buy Amul Prolife ice cream available in retail
outlets, superstores, etc
Sample size : 50 to 100 APO’S, A class outlets, parlours
Consumer (Age ranging between 15 yrs to 65 yrs)
Method : Direct interview through questionnaire.
Data analysis method: Graphical method.
Area of survey: Moradabad
FIELD WORK- METHOD USED FOR DATA COLLECTION
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Questionnaire was prepared keeping the objective of research in
mind.
Questions were asked to respondents as regards to there willingness to
purchase Ice cream.
The help of questionnaires conducted direct interviews, in order to get
accurate information.
In order to get correct information I had to approach consumers
ranging from 15 yrs to 65 yrs.
I visited as many respondents as I can and asked them their real
likings about any iceream
It is really a Herculean task to understand Consumer Behaviour, as
the definition suggest, “Consumer behaviour is a physical activity as
well as decision process individual engaged in when evaluating,
acquiring, using and disposing goods and services”.
In order to collect accurate information I visited to APO’S (Amul
preferred outlets), A class outlets, Parlours , , each and every
question was filled personally by the respondents and checked
properly.
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People were not willing to answer, when they were contacted between
1.00 pm to 5.00 pm, the time when most of the people take rest
during the scorching heat.
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FINDINGS & ANALYSIS
CONSUMER
[1] What kind (Company) of Ice cream do you eat?
Branded 92 %
Non branded 08%
BRANDED92%
NON BRANDED8%
COMPANY
INFERENCE
92% respondents in the region of Moradabad consume Branded Ice cream ,
while 8% still consume non branded.
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[2] Which company do you mostly preferred?
Kwality Walls (Hul) 30 %
AMUL 25 %
Mother Dairy 22 %
Vadilal 13 %
Others 10%
30%
25%
22%
13%
10%
COMPANY PREFFERENCEKWALITY WALLS AMUL MOTHER DAIRY VADILAL OTHERS
INFERENCE
Mostly children & teenagers likes ice cream in their families. So we should
give stress on children & tenager segment to increase market share. Young
& old people also using ice cream for consuming & for giving as a gift.
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[3] Which ice cream flavor do you like?
Vanilla 60%
Butterscotch 30%
Strawberry 06%
Other 04%
VANILLA
BUTTERSCOTCH
STRAWBERRY OTHERS
Flavour
INFERENCE
The above diagram suggest that the most preferred form is bar i.e. 60%,
followed by i.e. 30%, Vanilla are all time favorites with
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06% while other forms are preferred to the extent of 6%.
[6] Do you know about the Amul Prolife (Probiotic) ice cream?
YES - 38 NO - 62
38%
62%
AMUL PROLIFE (PROBIOTIC) AWARENESSYES N0
INFERENCE
Mostly people do not have any knowledge about the probiotic ice cream
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[7] DO you have any knowledge about the Probiotic ice cream?
YES40%
N060%
PROBIOTIC AWARENESS
INFERENCE
60 % OF People do not aware about the mean of Probiotic ice cream .
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[8] Have you ever tasted Amul Probiotic Sugar free ice cream?
Yes 70 %
No 30 %
TASTE
YES
NO
INFERENCE
68
The chart shows that 70% respondents have tasted Amul Prolife ice cream,
while still 30% have not tried Amul ice cream.
Amul must use proper techniques in order to cater the needs of every
common man.
[9] Can you recall AMUL advertisement towards Prolife ice cream?
Yes 32 %
No 68 %
AD RECALL
YES
NO
INFERENCE
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Here it was observed that only 32% respondents in the city of Delhi were
able to recall Amul Prolife advertisement. This shows how much Amul lags
behind in promotional activities and advertisement. Therefore Amul must
use strong promotional activities and advertisement in order to retain their
potential consumers.
[10] Who uses Amul prolife probiotic & sugar free ice cream in your
family?
Children
Teenager
Adult
Old person
70
CHILD30%
TEENAGER10%
ADULT20%
OLD40%
USES(AMUL PROLIFE & SUGARFREE)
INFERENCE
We can clearly gauge from the pie chart that 40% of the old person
preffered Amul Prolife sugar free ice cream, after the children having
30% preference because both segment is very conscious about his health.
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[11] What is the frequency of purchasing ice cream?
Daily 17 %
Weekly 22 %
Fortnightly 13 %
Occasionally 48 %
DAILY17%
WEEKLY22%
FORTNIGHTLY13%
OCCASIONALLY48%
Other61%
PURCHASING FREQUENCE
INFERENCE
The frequency of ice cream differ a lot where 17% respondents buy it
daily, 22% weekly, 13% fortnightly, and there is a Hugh chunk of people
who buy ice cream occasionally.
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[12] How do you scale your ice cream?
ATTRIBUTE POOR AVERAGE GOOD EXCELLENT
PRICE 48% 22% 23% 07%
SWEETNESS 20% 14% 20% 46%
PACKAGING 33% 18% 12% 37%
HEALTHY 12% 16% 23% 49%
SCHEMES 37% 13% 17% 33%
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AVAILABILITY 12% 15% 23% 50%
[13] If you have choice which ice creams will you preferred?
AMUL PROLIFE (PROBIOTIC) ICE CREAM
KWALITY WALLS FRUIT & NUT ICE CREAM
MOTHET DAIRY DOUBLE PACK CHOCOLATE
OTHERS
AMUL PROLIFE33%
KWALITY WALLS FRUIT NUT
35%
MOTHER DAIRY DOUBLE PACK
CHOCO22%
OTHERS10%
ICECREAM PREFFERENCE
74
INFERENCE
The above pie chart shows, 35% of consumer always preferred fruit nut ice
cream but the difference between Amul Prolife ice cream (33%), says that
they are very conscious about his health.
OUTLETS & PARLOURS
[1.] Consumer level of acceptance toward Amul ice cream?
TABLE NO .3
LEVEL NO. OF
RESPONDENT
PERCENTAGE OF
RESPONDENTHIGH 25 50%MODERATE 15 30%LOW 10 20%TOTAL 50 100%
50
3020
HIGH MODERATE LOW
COSUMER LEVEL ACCEPTANCECOSUMER LEVEL ACCEPTANCE
INFERENCE
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From the above chart I can say that the consumer’s level of acceptance
towards AMUL ice cream is very high, their percentage more than 45%.
[2] Does the packing of the ice cream influence customer to purchase it?
Yes – 60 % No - 40%
60%
40%
PACKAGINGYES NO
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Findings & limitation for the Potential of Prolife & Sugar free Brand of
Amul ice cream in Moradabad
Scope of study is to help in comprehensive analysis of prolife & sugar free
ice cream of AMUL. It also tends to the A class outlets and APO’S view
about the important aspect of the company with reference to its Prolife &
Sugar free ice cream & other product.
From the study I have also got the information about the AMUL parlors, A
class outlets and APO’ S in central Delhi. It also give information about the
level of satisfaction from the outlets towards the AMUL prolife & sugar
free ice cream. By the findings through the analysis and interpretation
which I have done with different APO’S & outlets .I said that their were no
problems and issues in APO’S & A class outlets towards AMUL Prolife &
sugar free ice cream in Moradabad.
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FINDINGS
From the research I found that in Central Delhi there are about 4
APO’S ,8 A class outlets & 20-25 small shops who purchase AMUL
Prolife & sugar free ice cream/ products.
There are 4 APO’S (AMUL Preferred Outlets) in Moradabad which
are the exclusive AMUL outlets, they sell only AMUL products.
The prices of AMUL Prolife & Sugar free ice cream as par with
same other AMUL ice cream.
The outlets order processing from distributor or company is done by
phone or companies sales person who used to visit distributors office
and APO’S.
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The APO’S & A class outlets have their separate D/F for AMUL ice
cream/product.
The logistic involved for making products available to the final
customers are tempos or trucks depend upon the order by distributor.
The company has launched their ice cream quarterly.
The consumer level of acceptance towards AMUL ice cream/product
is very high.
The APO’S & A class outlets did not face any difficulty / problem
about supply of materials provided by the company.
During the survey it was found that still there are 60% people who
have not tasted Amul Prolife Sugarfree ice cream .
Lake of Awareness in consumers. Many people are not know about
Amul Prolife Sugar free ice cream specially children and teenagers.
As I found that the main product of Amul is Milk and company firstly
wants to capture maximum market share in milk market which is approx.
66%, after it Amul is concentrating upon butter & cheese which has
market share of approx. 88%, so it is not concentrating upon ice cream .
When I interviewed people then many of the people can not recall Amul
ice cream advertisement. It shows Lake of Promotion Activity
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There is lake of Sales Promotional Activities i.e. , extra weight, quiz
contest etc.
Mother Dairy is main competitor and strategically better performer then
Amul.
I find the main thing is that “Amul” brand name has very good image in
consumer’s mind and they consider it as Pure & Good Product.
People who have tasted Amul Ice cream are not ready to purchase the
same again because of improper availability
80
81
CONCLUSION
As we know that Amul is very big organization and market leader in dairy
products. It has maximum market share in Milk, Butter and Cheese, which
are its main/core products. As we know Amul is a co-operative organisaion
but ice cream industry is a profitable industry we can’t ignore it. With the
help of research, company can find out its week points in Prolife ice cream
product and can increase its market share through rectify mistakes. People
have believed in Amul’s product and they will accept its ice cream also if
effective actions were taken.
The survey resulted into following conclusions:
Amul must come up with new promotional activities such that
people become aware about Amul Prolife Sugar free ice cream
Quality is the dominating aspect which influences consumer to
purchase Amul product, but prompt availability of other Prolife
Sugar free ice cream brands and aggressive promotional activities
by others influences the consumer towards them and also leads to
increase sales.
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In comparison to Amul Prolife Sugar free ice cream, the other
players such as Kwality Walls, Mother Dairy, and Vadilal provide
a better availability and give competition to the hilt.
People are mostly satisfied with the overall quality of Amul Prolife
Sugarfree ice cream , but for the existence in the local market Amul
must use aggressive selling techniques.
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SUGGESTIONS
In order to maintain and increase the sales in the city of Moradabad
the following recommendations regarding Amul Prolife ice cream;
particularly regarding advertisement, distribution, promotional
policies, etc, are hereby suggested:
First and foremost Amul should take proper action in order to
improve service, because although being on a top slot in Butter and
milk supplies it does not get the sales in ice cream , which it should
get.
Company should use brand ambassador which attracts each age
segment i.e. Saniya Mirza, Amitabh Bacchan, Superman, Jadoo
etc.
Amul should give local advertisements apart from the advertisements
given at the national level. Local advertisement must mention the
exclusive Amul shops of the city.
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Company should launch Prolife sugarfree ice cream in new
attractive packing to change image of Amul ice cream in
consumers mind.
Company should introduce sales promotion schemes like free
weight, cutting knife, contest, free gifts etc.
Company should launch ice cream in new flavors like –
Mix Fruit
Pineapple
Elaichi
Coffee
Banana
Mango
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The company needs to improve their packaging material quality. Packaging
is one of the main areas of disagreement with the ice cream because the
packaging of the Prolife & Sugar free ice cream creates problem with
caring and forwarding
Company should have to open more APO’S & A class outlets
because total number of outels in delhi is very less.
86
LIMITATION
Limited time available for interviewing the respondents. As a result of
this it was not possible to gather full information about the
respondents.
When I interviewed children and teenagers, sometimes they use to
give answers under the influence of their parents or elders.
As summer training is going under summer season so sometimes
people are less interested in filling up questionnaire..
Non-cooperative approach and rude behavior of the respondents.
If the respondents answer does not falls between amongst the options
given then it will turn up to be a biased answer.
Some time outlets and parlours owner did not give proper knowledge
and time about my queries.
87
BIBLIOGRAPHY
BOOKS:
• Kothari, C.R. “Research Methodology”, (2006), Wishwa Publication
• Kotler Philip “Marketing Management”.
Bibliography :
1. www.amul.com
2. www.amuldairy.com
3. www.marketresearch.com
4. www.dairy.com
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APPENDIX
QUESTIONNAIRE
[1] What kind of Ice cream do eat?
Branded ______ Non-branded ______
[2] Who uses Amul Prolife sugarfree ice cream in your family?
Children Teenager
Young Old
[3] What Ice cream flavour do you like?
Vanilla _____ Butterscotch _____
strawberry _____ Other _____
[4] By which media you prefer to watch advertisements?
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Television Hoardings
Newspapers Magazines
Others (Mention)
[5] What factors effects you in a chocolate advertisement?
Brand ambassador _______ Jingles ________
Comedy _______ Music ________
Others (Mention) _______
[6] Have you ever tasted Amul Prolife ice cream ?
Yes _____ No ______
[7] Can you recall AMUL ice cream advertisement?
Yes ____ No ____
[8] What is the frequency of purchasing ice cream?
Daily ______ Weekly _______
Fortnightly ______ Occasionally _______
[9] How do you scale your Chocolate?
ATTRIBUTE POOR AVERAGE GOOD EXCELLEN
T
90
PRICE
SWEETNESS
PACKAGING
SOFTNESS
SCHEMES
AVAILABILITY[10] Which company ice cream do you like most?
AMUL ____________
KWALITY WALLS ____________
VADILAL ____________
MOTHER DAIRY ____________
OTHERS ____________
[11] Why do you prefers Amul Prolife ice cream?
______________________________________________
______________________________________________
______________________________________________
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______________________________________________
[12] Have you got any complain about Amul ice cream?
Taste -
Packaging -
Rates -
[13] Did you receive any separate demand towards Amul prolife& Sugar free ice
cream from the consumer?
[14] How does the pattern of sales changes after launched Amul Prolife &sugar free
ice cream?
[A]. Prolife & Sugar free ice cream eat into the share of other Amul ice
cream
[B].Prolife & sugar free ice cream cut into the share of rival brand while not
affecting sales of other Amul ice cream
[C]. Sale of Amul ice cream & rival ice cream stay unaffected while brand
extensions bring in new customers
NAME: ___________
AGE: ___________
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10-15 15-25 25-35 35-45 45 and above
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