1. HOW TO INCREASE MARKET SHARE OF AMUL ICE
CREAM
PRESENTED BY
LOKESHA JC
M-3, Roll No.-24
Professor guide:
Geeta Shetti

2. Company profile- AMUL
• Established in 1946
• AMUL was started out of white revolution by
Dr verghese
• India’s 4th largest FMCG company
• Total net worth is 12000 crores in 2011-12

3. Overview to GCMMF
Members 13 district cooperative milk producers union
No. of producers members 3.03 million
No. of village societies: 15,712
Total milk handling capacity: 13.67 million liters per day
Milk collection(2010-2011): 3.45 billion liters
Milk collection(daily average 2010-2011): 9.02 million liters
Milk drying capacity: 647 mtr. per day
Cattle feed manufacturing capacity: 3690mtr.per day
Sales turn over(2010-2011): 9774crores(US$ 2.2 billion)

4. Objectives
• Understanding of ice cream industry & AMUL’S
position in the market
• To increase the sale of AMUL ice cream
• Understanding the distribution line of AMUL ice cream
in mumbai
• Conduct an exhaustive market research on
introduction the new flavor
• To find satisfaction level of retailers with AMUL service
• Study the problems at company, distributor and sales
person level

5. Important statistics about AMUL
• World’s largest pouched milk brand with
annual turnover of US $1050 million
• Turnover of 2010-11 is 67.11billion
• Owns more than 3000wholesale dealers and
500,000 retailers
• Owns 30dairy plants, renowned AMUL brand
name

6. Literature Review
Origin of the AMUL ICE CREAM
• Since its launch in 1996,AMUL ice creams have
consistently combated competition like Kwality
walls, Mother dairy and other brands
• The customers have shown huge faith in the AMUL ice
creams & today it’s the No.1 ice cream brand of the
country
• Nearly 4times large as its competitor, now it is nation’s
No.1 brand
• AMUL able to write the such a successful story because
of the quality of its products, economic pricing &
service and the believes consumer have in the brand
• It was then launched in mumbai in 1997

8. Factors affecting to success of AMUL
ice cream
• Price differential
• Quality of products
• Taste
• Brand name
• And many other aspects

9. Segments in AMUL ICE CREAM
segments
Daily
party packs
consumable

10. Market share of ice cream brands in
india

11. SWOT analysis of AMUL ice cream
Strengths:
• Biggest sourcing base for milk & milk products in india
• 39% market share in the national ice cream market
• Penetration pricing strategy- Amul is price warrior in the
ice cream market and currently has a very wide range to
offer for all the price points
• Reputation of high quality
• E-commerce, new products and process technology

12. Weakness
• Advertise is low profile, as the results of the survey show.
Majority of the respondents have hardly seen any Ad of
Amul ice cream. However kwality walls on the other hands
into heavy advertising and consequently, is popular
• Shortage of stock during season
• As per the survey, retailer list a credible replacement policy
as a factor very high on their wish list. They would be
willing to make future investment only for that brand which
offers replacement facilities, Amul has no replacement
policy
• Less attractive packaging
• Distribution problems

13. opportunities
• Internet promotions are a good means of
awareness which should be tapped
• Amul can use the umbrella strategy for its new
SKU’s
• It is high growth segment as the population is
very increasing with never – ending demands
• Distribution coverage

14. Threats
• Amul is currently facing stiff competition from Havmor
and may face more threat from the local
manufacturers in the low priced segment ice creams.
• The customers have very well received the kwality
walls product differentiation strategy and mother dairy
is also pushing up its advertising strategy.
• Also the low per capita income low per capita
consumption of the people is a threat to Amul
• Free entry to the markets
• Even vadilal is coming up with new strategy and
promotions of various variants of ice cream

15. Major competitors
• Kwality walls
• Mother dairy
• Havmor
• Vadilal
• Pastonji

16. Research methodology
Research design:
• Exploratory research: to gather preliminary
data to shed light on the real nature of the
problem and suggest possible solutions/new
ideas.
• As per my objective of the research, the
research questions would try to find out the
current situation in the market regarding the
satisfaction level of the retailers and consumers
in the market.

17. Data collection method
• Primary data- the respondents were
personally interviewed with the help of a
structured questionnaire
• Secondary data-collected the secondary data
from the Amul sales officers, PSM’s,
distributors and through short interviews and
informal chats.

18. Tools used for research
• Questionnaire
• Short interviews

19. Sampling plan
• Sampling unit: retailers selling ice creams and
customers.
• Sample size: 100 retailers

20. Area of research
Geographical region Southern mumbai Western mumbai Central mumbai
Areas CST, Colaba Andheri, bandra, Ghatkpor, & vikroli
Goregoan

21. Analysis of retailer’s survey
• 1. Do you sell Amul ice creams?
• Yes
Analysis
• No
No
32%
Yes
68%

22. Contd.
• 2. If yes, which categories of ice creams are preferred by consumers?
• Family packs
• Cups
35
• Cones
• Sticks 30
• Others 25
20
Analysis
15
10
5
0
Family Packs Cups Cones Sticks Others

23. Contd.
• Which is the most preferred brand of ice cream, customers like to buy?
• Amul
• Mother dairy
• Kwality walls
• Vadilal
• Pastonji Most Preffered Brand
• Others_________
3%
6%
9%
Amul
Mother Diary
44%
Kwality Walla
Vadilal
Pastonji
27%
Others
11%

24. Contd.
• Which company gives you the best retail margins?
• Amul
• Mother dairy
• Kwality walls
Retail margins
• Vadilal
• Pastonji 31%
• Others_____
24%
15%
13%
12%
5%
Amul Mother diary Kwality walls Vadilal Pastonji Others

25. Results & interpretation
• Issue regarding deep freezer
• Advertising issues
• Observation of the ice cream stock
• Distribution related problems
• Distributor related problems
• Retailer & company related problems

26. Conclusion
• The most effective medium through which people have
which come to know about the new flavors is by “word
of mouth” publicity by friends and relatives
• As far as advertisement inside shops are concern
retailer had a 50-50response
• Majority of the retailers would appreciate the new
flavor to be introduce in small pack as well
• Almost all retailers are concerned about the damage
replacements and margins
• Sales man’s visit is as less as a once a month in most
places

27. Limitations of the study
• The sample size of the survey was very large and
tedious to interview
• The time taken to interview each consumer and
retailer was a lot as every consumer as to be first
explained everything and had to be deal with patience
• The consumer’s opinion at the times was very biased
due to existence of Amul in the market since many
years
• The time frame was given us was not enough to cover
a larger sample size.

28. Recommendations
• There has to be enough promotional campaigns pre-launch
so that consumers are aware about the products and
flavors
• The Few flavors has a negative feedback, should be pull
back from market as they create negative impression on
consumer perception and towards Amul
• Company can give gift hampers of their product or free
dinner as an alternative instead of cash as an incentive to
motivate their salesman
• The company should get proper feedback from retailers
time to time. In case they are facing any problems any
problem it can be solved timely. Without delays.
• Company can advertise in POP’s in local language

29. Thank you