Presented By: Harsha Dhanuka Shaily Manohat

Sweta Jhunjhunwala Varsha Dugar

Amul Ice cream

• Amul- The Taste of India• Overview of Amul Ice Cream• Positioning and Repositioning• SWOT Analysis• Advertising• Sales promotion• Distribution System• List of Hypotheses• Analysis of data• Net take away

Agenda

• Established in 1946

• Started out of white revolution by Dr Varghese

• Formed an apex cooperative organization GCMMF which today is jointly owned by some 2.2 million milk producers in Gujarat

• India’s 4th largest FMCG company

• Total net worth is 12000 crores in 2011-12

Amul- The Taste of India

• Asia’s top 10 ice cream brands

• Achieved a market share of 38%

• Combated competitions with Kwality Walls, Mother Dairy and other prestigious brands

• Introduced sugar free & prolife probiotic wellness ice cream for the first time in January 2007

Overview of Amul Ice Cream

• Positioning

- focused on children - taste was the prime factor

• Repositioning

- focus shifted to Youth - brand focuses on taste as well as health

Positioning and Repositioning

STRENGTH•Biggest sourcing base

for milk•39% of market share

is in the national ice cream market

•Penetration pricing strategy

•Reputation of high quality

WEAKNESS•Non availability of

customization•Less attractive

packaging•Distribution

problems

OPPORTUNITIES•Creating

awareness through internet promotions

•Growth in this segment is high

•Enhancing distribution coverage

THREATS•Fierce competition

from local brands•Low entry barrier•Vadilal coming up

with the new strategy and promotions

SWOT Analysis

Advertisement

Sales Promotion

Promotional activities carried out by AMUL ice cream

BOGO strategy

Reduction in prices

Ties up with television show

Major competitors

• Kwality walls

• Mother dairy

• Baskin & Robbins

• Vadilal

Distribution Strategy• Traditional Distributors - Carry Forward Agents (CFA) - Distributors -Wholesale dealers - Retailers

• Modern Distributors - Designated distributors - Retail Store Chains

Distribution Strategy (Contd.)• Terms of sale

-Distributors pay in advance -Retailers buy on Credit

• Region specific Distributors -Urban -Rural

Hypotheses

• H1: Amul is a more salient brand to its competitors.

• H2: Amul being a premium brand has given a tough competition to Baskin Robbins in the Ice Cream category

• H3: Amul has been successful in justifying its tagline.

Justification• H1: Amul has taken care of all age groups hence it came

up with wide range of flavors starting from exotic Honey Banana to Kesar pista and many more

• H2: Amul ice cream faces stiff competition with Kwality Walls, Mother Diary and Baskin Robbins

• H3: The punch line for Amul ice cream is “ REAL MILK, REAL ICE CREAM” as they offer best quality product made of real milk and not of vegetable oil

Data Collection• Questionnaire method

- open ended questions - close ended questions

• Sample Size - 60

Analysis of DataQ1.Do you eat Ice Cream?

According to the survey of 60 people, 95% of them eat ice cream and 5% do not eat ice cream

95%

5%

Percentage of Ice cream user

Yes No

Analysis of Data (Contd.)Q2. Which brand comes to your mind when you think of an ice

cream?

Ans : From the survey, it is known that people prefer more of Kwality Walls as compared to the rest of the brands.

Analysis of Data (Contd.)Q3.Which other brands you know?

Vadilal Amul Kwality Walls

Baskin & Robbins

Mother Diary Cream Bells0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Other Brands people know

Hypotheses 1 has been proven wrong. • By comparing the other brands with AMUL, we can see that

Kwality Walls is a more preferable brand than others.

Analysis of Data (Contd.)

Analysis of Data (Contd.)Q4. Associate the following attributes with brands.

Value for money

Quality

Taste

Premium

Availability

Variants 0

5

10

15

20

25

30

35

40

45Associating attributes with their

brands.

VadilalAmulKwality WallsBaskin & RobbinsMother Diary

Analysis of Data (Contd.)

Hypotheses 2 has been proven wrong

• Baskin & Robbins is a more premium ice cream brand than Amul

Analysis of Data (Contd.)Q5. Rank the following brands according to your preference.

Vadilal Amul Kwailty Walls Baskin & Robbins

Mother Diary0

5

10

15

20

25

30

35

40

Percentage of Brands people like the most

Series1

Analysis of Data (Contd.)

Vadilal Amul Kwality Walls Baskin & Robbins

Mother Diary0

10

20

30

40

50

60 Taglines associated with each brand

Happy Food, Happy PeopleReal milk, real ice creamA treat for every occasionHappiness ka SwaadMore flavor, more fun

6. Identify the following taglines mentioned below. 

Analysis of Data (Contd.)

Hypotheses 3 has been proven right

• Around 80% of the sample size are aware of Amul’s tagline and agreed that Amul has high content of milk

Amul has to spent lots of time, work and money to

imprint its brand in the minds of the consumers

Amul has not considered tasty compared to other

brand.

Amul has not yet been perceived as a premium

brand.

Net take away

Thankyou