WELCOME

APRESENTATION

OFINTEGRATED MARKETING

COMMUNICATIONON

AMUL ICE CREAMPRESENTED BY

BHAVNA GADHVISOHIL KHAJURIYA

What is IMC?

Integrated Marketing Communication is the practice of unifying all marketing communication tools – from advertising to packaging- to send target audience, persuasive message that promotes company goals.

The goal of IMC is to create and sustain a single look or message in all elements of a marketing campaign.

OVERVIEW OF AMUL(ANAND MILK UNITED LTD.)

Amul is the largest food product business in the country.

Their greatest strengths are; co-operative culture, co-operative networking, market acumen and respect for both producer and the consumer

ABOUT AMUL ICE CREAM

Amul Ice Cream was launched on 10th March, 1996 in Gujarat.

It consist 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.

Cont…

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.

Cont…

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 followed by a 7% market share of mother dairy.

Market Scenario

Amul 36%

Kwality (HLL)8%

Vadilal7%

Hatsun agro4%

Kolkata metro dairy3%

Others42%

Market share in india

Amul Kwality (HLL)VadilalHatsun agroKolkata metro dairyOthers

PRODUCT RANGE

• Cup• Cone• Sticks• Family pack

8 Steps for campaign planning

Situation AnalysisStrategic DecisionMarketing Mix DecisionMC tool selectionBudget planningMessage DecisionMessage Delivery SystemEvaluation

STEP 1: SIATUTIONAL ANALYSIS

Current Market scenario - Current sales in Gandhidham and Adipur - Market Share

Consumer ResearchTarget MarketTarget AudienceSWOT Analysis

Current sales of Ice cream in Gandhidham and Adipur is

(Sales per month) Amul - Rs.5lakhs Vadilal - Rs.15lakhs Havmor - Rs.6lakhsKwality walls- Rs. 3 lakhs Others - Rs.3lakhs

Reaserach

Primary data:

Sample size:38Sampling technique : ConvenienceMethodology: Questionnaire & Informal

Interview

Target Market: Geographic Customers of Gandhidham and Adipur

Target Audience: Demographic: Age: 6 to 70 years Gender: Male and Female

Psychographic: Behavioral User Status: Non- users, Potential users Attitude: Positive

TARGET SEGMENTS

According to Research…..

Brand of Ice cream preferred by people

43%

10%30%

13% 5%

Sales

AmulKwalityVadilalHavmorOthers

What they feel???

Fun; 26%

Happyness; 38%

Safety; 18%

De-lighted; 16%

feeling

FunHappynessSafetyDelighted

People buy amul ice cream for

76%

8%

10% 6%Flavours (Taste)

strongly agreeagreeneutraldisagreestrongly disagree

85% people said that varieties and Taste of amul is very good, that’s why people buy amul ice cream.

58% people agree price of amul ice cream is reasonable.

26%

32%

26%

13%3% Price

Strongly agreeagreeneutraldisagreestrongly disagree

80% people agree for quality is good of amul ice cream.Means it is “REAL MILK”.

63%

18%

16% 3%Quality

Strongly agreeagreeneutraldisagreestrongly disagree

66% people agree that Brand name of Amul is good, that’s why people reliable on it and buy it.

24%

42%

24%

10%Brand name

Strongly agreeagreeneutraldisagreestronglh disagree

64% people said that due to avaibility we buy it or they may change to other brand.

37%

27%

30%

4% 2% AvaibilityStrongly agreeagreeneutraldisagreestrongly disagree

we can say that people is not much show packing rather than their quality, taste and Brand name.

21%

16%

47%

11% 5% PackagingStrongly agreeagreeneutraldisagreestrongly disagree

• 100% awareness of Amul Ice cream.• 20% people are brand loyal for Amul Ice cream• 80% people are satisfied with Amul Ice cream

of Good quality and reasonable price.

STRENGTH

• one of the top 3 brands in ice cream industry in india• all metropolitan cities AND reach of middleclass &above

middleclass • available in many flavours, indian flavors liked by indians• available in various sizes• available in reasonable prices• launched brands such as sugar free probiotic ice-creams• many premium varieties• It’s got good food energy value i.e calories per 100ml-196.7

WEEKNESES

• The durability of amul ice-creams is not really good, it melts very soon

• It does not have many outlet centers• Not a famous brand among youngsters who

are the main customers of ice-cream

OPPORTUNITIES• Come up with new flavours which would be able to attract the

youth• They should not restrict themselves to departmental stores in

fact come with new luxury brands which can be available in hotels.

• they should come up with their own ice-cream parlours• They should focus more on their advertising and marketing

strategies• They should use a strategy similar to what they used in case of

butter (Utly butterly girl ).• They should come up with offers for purchase of ice-cream in

whole market• Offers should run all throughout the year; not only in winters.

There should emphasis for special occasions.

THREATS• The biggest threat for amul, ice-cream

industry would be its competitors. Its ranked 3rd in the Indian market .

• It faces tough competition from the unorganized sector as well.

• A slight change in the price of the ice-cream would shift its customers to another brand.

• Foreign players like Baskin- Robbins entering Indian market with new premium brands at feasible prices.

STEP 2: STRATAGIC DECISION

MARKETING OBJECTIVE

• Increase in sales by 20% from Rs. 60 lakhs to 72 lakhs within a year.(Increse 12 lakhs Rs. a year)

MARKET COMMUNICATION OBJECTIVE

– Motivate present Customers to buy more often

– To expand the market of Gandhidham & Adipur.

– To create awareness of availability of Amul Ice cream in market

Marketing communication functionalarea objective

- Advertisements - to create awareness of availiblilty

- Sales promotion - to attract new customers and brand switchers

- Trade promotion - to motivate dealers and retailers to sell Amul ice cream- Personal Selling - to increase sales

Develop positioning strategy: As a product of Amul company (Utly

butterly girl)

STEP 3 : Marketing Mix Decision

Product Mix

Product classification: Nature of the product – Goods or Services Market to which product is sold – Consumers

or Industry

Product Characteristics:

Tangible: - Good Packaging - Different variety - Different size Intangible: - Good quality - Good Taste - Product of Amul - Smooth cream – rich sweetness - Real Milk (no frozen deserts)

Benefits of Amul Ice cream

Good QualityReasonable priceAvailable in different flavorHealthy Ice cream

Price mixType of Ice cream Qty Price

Family pack 1.25ltr Rs.130,150

Tri cone 50,120,150ml Rs.10,15,20

Frostik 60,70ml Rs.12,18

CandiesStamina candy

60ml Rs.5Rs.8

Cups 50,100ml Rs.10,15

Cassatta 150ml Rs.25

Ice cream cake Rs.225

Prolife Probiotic 125ml to 1.25litrs Rs.15 to 130

Prolife sugar free 125ml to 1.25litrs Rs.20 to 150

Promotion Mix Advertisement by hoardings, Ads in newspaper Objective: to awareness of availability in the market

Sales Promotion Schemes for customers Objective: attract new customers and brand switchers

Trade Promotion for dealers and retailers Objective: to motivate retailers to recommend the product

Personal Selling by salespersons Objective: to increase sales

Distribution MixAmulDistributorRetailersCustomers

STEP 4: Marketing Communication Tools Selection

AdvertisingHoardings Ads in newspaper

Sales PromotionSeasonal offer

(Box container free) Mobile van

( moving near school, colleges, parks) Event – Painting competitionStores in fairsOne pack of Ice cream of 750 ml and one get free

Trade Promotion: - To give trip to Goa and give compensation up to

5000 Rs. For distributor who sold more than 10 lacks Rs. Of Ice cream in 3 consecutive months. - To give various schemes to retailers during a year, Like travel bag of Amul, One month Probiotic sugar free Ice cream free.

Personal Selling: - To appoint salesperson who checks the

availability of Amul ice cream required by every retailer.

TASK J F M A M J J A S O N DADVERTISEMENT

Ads in News Paper

Hoardings

SALES PROMOTION

Festival Offer

Mobile van

Event

TRADING PROMRTION

Distributors Offer

Retailers Offer

PERSONOL SALING

Sales Person

Step : 5 BUDGET PLANNING

Task Estimated cost (in Rs.)

Advertisement:Ads in newspaper[12mths(Every Sunday)*Rs.4000] 48,000Hoardings(2*3mths*Rs.5000)

30,000Menu bar(60retailers.*30Rs.)

1,800Sales PromotionFestival offer (Box container) (Pcs.1200*Rs.12)

14,400

Mobile Van(3 mths)

30,000Event – Christmas painting competition 25,000Trade PromotionDistributor Offer

10,000Retailers Offer 24,000PERSONAL SELLINGSalesperson(1*Rs.4000*12)

48,000TOTAL 2,31,200

Step 6: Message Design

Big Idea: Real milk, Real Ice cream

My message Design

I scream, you scream, Everyone scream

For Amul Ice cream.

Step 7: Media message delivery Stystem

Hoardings - Near Collage corner - Near Om cineplex Advertisement Advertisement will be given in Kutchmitra for every

months every SundayFestival offer i.e., giving Box container with family

pack on the date of Dashera Event – painting competition in schools and colleges Mobile van

Step 8: Evaluation

Check sales level on monthly basis

Keeping check on adequate supplies of Amul ice cream from distributors

Check whether steps taken by me are implemented properly on time

Justification

To remain in the mind of the customer funcky advertisement and when ever they think of ice cream so the first will come in to the mind Amul ice cream.

So, they can create more awareness in about the quality of Amul ice cream.

So, we will more conscious on health of the customer and the focusing the customer.

Do scream for Amul Ice cream.Thank you.