1. SUMMER INTERNSHIP PROJECT
PRESENTATION ON AMUL ICE-CREAM
PRESENTED BY- SANTANU DEY (PGDM BATCH :- 2013-2015)
REGISTRATION NO.- PGDM/2013-2015/04/038
Roll No.: PGDM/2013/03/038

2. Project Title- Retail Penetration and Gap Identification
of Amul Ice-cream
Objectives-
To help managers to identify their success on
penetration strategies
To identify the gap of demand and supply
To make a theoretical study of Customer Relationship
Management of the company
To get the feedback from both retailers and consumers

3. Sampling Methodology
Sampling units
Distributors
Data type: Primary
data
Data collection
method: Face to face
interview
Data analysis
techniques: Frequency
Distribution (Histogram
in Excel)
Sampling Technique:
Random sampling
technique
Retailers
Data type: Primary
data
Data collection
method: Face to face
interview
Data analysis
techniques: Frequency
Distribution (Histogram
in Excel)
Sampling Technique:
Random sampling
technique
Consumers
Data type: Primary
data
Data collection
method: Online survey
questionnaire
Data analysis
techniques: Frequency
Distribution (Histogram
in Excel)
Sampling Technique:
Random sampling
technique

4. Findings
For Distributors-
 Madhusudan’s performance is great in spite of being only 3 months old.
 Both the distributors are incapable of making Amul refrigerator customer.
 Advertising is very poor in both the distributor’s area.

5. Findings (Contd.)
For Retailers –
 Retailors have numerous complaints on frequency of supply of product.
 Maximum retailers have refused to buy Amul refrigerator because of full cash
payment purchase.
 Advertising is poor in retail outlets.
 Number of Amul parlour (A.P.O.) is less.

6. Findings (Contd.)
For Consumers –
 Mostly young age group prefers Amul Ice-cream
 Chocolate, Vanilla and Butter Scotch are most favorable flavor.
 More new flavors are requested.
 Amul sugar free Ice-cream has gotten a good customer response.

7. Conclusions and recommendations
 Company should increase it’s distribution channel.
 Supply should be very good specially in pick seasons like summer.
 More new flavors should be bought into market to attract more consumers.
 Company should increase it’s advertising.
 Refrigerator offer should be re-considered.
 More promotional offer should be given to both customers and retailers.