Amul Icecream

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A REPORT ON “QUESTIONNAIRE ANALYSIS OF AMUL ICE-CREAM”

Transcript of Amul Icecream

eNotesMBAThe Best References for MBA

A REPORT ONQUESTIONNAIRE ANALYSISOFAMUL ICE-CREAM

CONTENTS

SR.NO.PARTICULARSPAGE NO.

1INTRODUCTION3

2ANALYSIS4-11

3INTEREPRETATION12

4QUESTIONNAIRE13

INTRODUCTION OF AMUL ICE CREAM:Amul Ice Cream was launched on 10th March, 1996 in Gujarat. The portfolio consisted of impulse products like sticks, cones, cups as well as take home packs and institutional/catering packs. Amul ice cream was launched on the platform of Real Milk. Real Ice Cream given that it is a milk company and the wholesomeness of its products gives it a competitive advantage.In 1997, Amul ice creams entered Mumbai followed by Chennai in 1998 and Kolkata and Delhi in 2002. Nationally it was rolled out across the country in 1999.It has combated competition like Walls, Mother Dairy and achieved the No 1 position in the country. This position was achieved in 2001 and it has continued to remain at the top.Today the market share of Amul ice cream is 38% share against the 9% market share of HLL, thus making it 4 times larger than its closest competitor.Not only has it grown at a phenomenal rate but has added a vast variety of flavours to its ever growing range. Currently it offers a selection of 220 products. Amul has always brought newness in its products and the same applies for ice creams.In January 2007, Amul introduced SUGAR FREE & ProLife Probiotic Wellness Ice Cream, which was a first in India. This range of SUGAR FREE, LOW FAT Diabetic Delight & ProLife Probiotic Wellness Ice Cream is created for the health conscious.Amuls entry into ice creams is regarded as successful due to the large market share it was able to capture within a short period of time due to price differential, quality of products and of course the brand name.

QUESTIONNAIRE ANALYSISQuestionnaire analysis has been done on taking two parameters i.e., turnover and locationQue.5 product category: Ice cream10000-2500026000-5000051000-7500075000 & ABOVEGrand Total

Cones01001

Cups10001

Sundaes00000

Family pack01001

Grand Total12003

GovindpuraKilol parkPeergateGrand Total

Cones0101

Cups1001

Sundaes0000

Family pack0011

Grand Total1113

b. bakery10000-2500026000-5000051000-7500075000 & ABOVEGrand Total

No10001

Yes02002

Grand Total12003

GovindpuraKilol ParkPeergateGrand Total

No1001

Yes0112

Grand Total1113

Number of variants:10000-2500026000-5000051000-7500075000 & ABOVEGrand Total

501001

701001

Grand Total02002

GovindpuraKilol ParkPeergateGrand Total

50011

70101

Grand Total0112

Que.6 which is the most selling product?Row Labels10000-2500026000-5000051000-7500075000 & ABOVEGrand Total

Bakery01001

Ice cream11002

Grand Total12003

Row LabelsGovindpuraKilol ParkPeergateGrand Total

Bakery0011

Ice cream1102

Grand Total1113

Q 7: In which months you have more demand?Row Labels10000-2500026000-5000051000-7500075000 & ABOVEGrand Total

Jan00000

Feb00000

Mar01001

April11002

May00000

June00000

July00000

Aug00000

Sep00000

Oct10001

Nov01001

Dec00101

Grand Total23106

Row LabelsGovindpuraKilol ParkPeergateGrand Total

Jan0000

Feb0000

Mar0011

April1102

May0000

June0000

July0000

Aug0000

Sep0000

Oct1001

Nov011

Dec0011

Grand Total2226

Comparison between turnover and locationRow LabelsGovindpuraKilol ParkPeergateGrand Total

10000-250001001

26000-500000112

51000-750000000

75000 & ABOVE0000

Grand Total1113

INTERPRETATION:The following are the learning which I has learnt while analyzing the questionnaires. They are: In Amul ice creams, mostly family packs are sold whereas Sundaes are least sold because of other alternatives. Amul is not having such range in bakery products so only ice creams of it are sold often. Most of the outlet owners keep 5-7 variants of ice creams of Amul. The most selling product of Amul is ice creams as they have many ranges from low range to premium ones. Sales where analyzed mostly in the months of November, December, March and April. The opinion of parents is changing now they are allowing their children to have ice creams in winters too and in that month they have good demand. When I has done comparison with location to turnover, it has been found out that in the area of Govindpura the demand of ice cream is low as it is an industrial location whereas in the area of Kilol park there is tough competition with Top n Town ice cream parlour but there also sales is high and owner has turnover of Rs 26000 to 50000 per month. Same as in the case of peer gate area.

QUESTIONNAIRE:

Guidelines for filling the forms1. Please check the box wherever required.2. Only 1 check per question.Q 1: Name:..Q 2: Shops Name:..Q 3: Location:..

Q 4: TurnoverRs. 10000-25000

Rs. 26000-50000

Rs. 51000-75000

Rs. 76000 and above

Q 5: Product category:a) Ice CreamFamily Pack

Cones

Cups

Sundaes

b) BakeryYes

No

Number of VariantsQ 6: Which is the most selling product?Ice-Cream

Bakery

Q 7: In which months you have higest demand?JanJuly

FebAugust

MarchSept

AprilOct

MayNov

JuneDec

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