SELLING OF ICE-CREAM DEEP FREEZERS IN BPOs & INSTITUTIONS

CANTEENS

“Amul” Ajit Vishwakarma PGDBM-2008-10 BVIMSR

My special thanks to

• Mr. Sameer Nagle Manager, Sales Mumbai, Amul

• Dr.Manisha Shukla Assistant Professor , BVIMSR

Amul

In this presentation…

• Background• Objectives• B2B Process of Selling• SWOT Analysis• My stay @ Amul• Findings & Experience

GCMMF – Over ViewGCMMF – Over View

• GCMMF: Gujarat Cooperative Milk Marketing Federation

• GCMMF is India's largest food products marketing organization. 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.

• Gujarat Cooperative Milk Marketing Federation launched Amul ice cream on stage of “Real Milk, Real Ice cream”

Objective of the Project

1. To Sell Ice –Cream and Deep-freezers in BPOs and institutions canteens.

2. To study the sources how deep freezers are available

3. To optimize sales of ice creams and deep freezers to institutions canteens.

4. To indentify various targeted segment( Geographic & Demographic).

5. To find what are the problems faced by institutions Canteens while purchasing competitors deep freezers.

Industrial Selling ProcessB2B

Industrial markets segmented on characteristics such as:• Location• Company type• Behavioral characteristics

• Objective : 1. Location: efficient and effective to deliver goods.2. Company type : company size, industry , decision making unit,

purchase criteria.3. Behavioral characteristic : usage rate, buying status

( potential & regular user), purchase procedure (negotiations).

Results of Segmentation

My stay @ Amul

Findings :

• People are more comfortable buying products in the Value for Money segment

• Low commission for sales person • Amul advertising has low profile so by this other

competitors were benefited.• Poor handling at distributors & retailers• Regular complaints for service & packaging

SWOT ANALYSIS

Weaknesses•Problem in distribution•Perish ability •Complete dependent on villages for its raw materials

Weaknesses•Problem in distribution•Perish ability •Complete dependent on villages for its raw materials

Opportunities•Introduced of hybrids products in the market.•Exploring foreign market•Flexibility

Opportunities•Introduced of hybrids products in the market.•Exploring foreign market•Flexibility

Threats•Milk Vendors •Strong Competition from MNC’s•Infestation

Threats•Milk Vendors •Strong Competition from MNC’s•Infestation

Strengths•Trust enjoyed by its products •Strong co-operative organization•World's Largest Pouched Milk Brand•Demand •Margins

Strengths•Trust enjoyed by its products •Strong co-operative organization•World's Largest Pouched Milk Brand•Demand •Margins

Suggestion

• Relationship marketing- to keep sales personnel abreast of changing trends in market and improve their skills and personality

• Emphasis on local advertisement apart from advertisements done at national level

• Old exchange of old freezer on new freezers would be exists.

• Increase the workforce and segment them according to objectives

Conclusion

• Let the Amul concentrate on Relationship marketing, advertising and personal selling.

• educating retailers about handling of products.

• Increase the workforce and segment them according to objectives

• Old exchange of old freezer on new freezers would be exists.