This document summarizes a presentation about Amul ice cream. It provides an overview of Amul, including its history, position in the ice cream market, and SWOT analysis. Hypotheses are presented about Amul's brand positioning, competition, and success in justifying its tagline. Survey data is collected and analyzed, finding that while Amul is known for its milk content, consumers prefer other brands like Kwality Walls for taste and premium perception. The presentation concludes that Amul needs to improve perceptions of taste and premium status to be more successful against competitors.

1. Presented By:
Harsha Dhanuka
Shaily Manohat
Sweta Jhunjhunwala
Varsha Dugar

2. • Amul- The Taste of India
• Overview of Amul Ice Cream
• Positioning and Repositioning
• SWOT Analysis
• Advertising
• Sales promotion
• Distribution System
• List of Hypotheses
• Analysis of data
• Net take away

3. • Established in 1946
• Started out of white revolution by Dr Varghese
• Formed an apex cooperative organization GCMMF
which today is jointly owned by some 2.2 million milk
producers in Gujarat
• India’s 4th largest FMCG company
• Total net worth is 12000 crores in 2011-12

4. • Asia’s top 10 ice cream brands
• Achieved a market share of 38%
• Combated competitions with Kwality Walls, Mother Dairy and
other prestigious brands
• Introduced sugar free & prolife probiotic wellness ice cream for
the first time in January 2007

5. • Positioning
- focused on children
- taste was the prime factor
• Repositioning
- focus shifted to Youth
- brand focuses on taste as well as health

6. STRENGTH
• Biggest sourcing
base for milk
• 39% of market
share is in the
national ice cream
market
• Penetration pricing
strategy
• Reputation of high
quality
WEAKNESS
• Non availability
of
customization
• Less attractive
packaging
• Distribution
problems
OPPORTUNITIES
• Creating
awareness
through
internet
promotions
• Growth in this
segment is high
• Enhancing
distribution
coverage
THREATS
• Fierce
competition from
local brands
• Low entry barrier
• Vadilal coming up
with the new
strategy and
promotions
SWOT Analysis

8. Promotional activities carried
out by AMUL ice cream
BOGO strategy
Reduction in prices
Ties up with television show

9. • Kwality walls
• Mother dairy
• Baskin & Robbins
• Vadilal

10. • Traditional Distributors
- Carry Forward Agents (CFA)
- Distributors
-Wholesale dealers
- Retailers
• Modern Distributors
- Designated distributors
- Retail Store Chains

11. • Terms of sale
-Distributors pay in advance
-Retailers buy on Credit
• Region specific Distributors
-Urban
-Rural

12. • H1: Amul is a more salient brand to its competitors.
• H2: Amul being a premium brand has given a tough
competition to Baskin Robbins in the Ice Cream category
• H3: Amul has been successful in justifying its tagline.

13. • H1: Amul has taken care of all age groups hence it came
up with wide range of flavors starting from exotic
Honey Banana to Kesar pista and many more
• H2: Amul ice cream faces stiff competition with
Kwality Walls, Mother Diary and Baskin Robbins
• H3: The punch line for Amul ice cream is “ REAL
MILK, REAL ICE CREAM” as they offer best quality
product made of real milk and not of vegetable oil

14. • Questionnaire method
- open ended questions
- close ended questions
• Sample Size
- 60

15. Q1.Do you eat Ice Cream?
According to the survey of 60 people, 95% of them eat ice
cream and 5% do not eat ice cream
95%
5%
Percentage of Ice cream user
Yes
No

16. Q2. Which brand comes to your mind when you think of an ice
cream?
Ans : From the survey, it is known that people prefer more of
Kwality Walls as compared to the rest of the brands.

17. Q3.Which other brands you know?
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Vadilal Amul Kwality
Walls
Baskin &
Robbins
Mother
Diary
Cream Bells
Other Brands people know

18. Hypotheses 1 has been proven wrong.
• By comparing the other brands with AMUL, we can see that
Kwality Walls is a more preferable brand than others.

19. Q4. Associate the following attributes with brands.
Value for money
Quality
Taste
Premium
Availability
Variants 0
5
10
15
20
25
30
35
40
45
Associating attributes with their brands.
Vadilal
Amul
Kwality Walls
Baskin & Robbins
Mother Diary

20. Hypotheses 2 has been proven wrong
• Baskin & Robbins is a more premium ice cream
brand than Amul

21. Q5. Rank the following brands according to your preference.
0
5
10
15
20
25
30
35
40
Vadilal Amul Kwailty
Walls
Baskin &
Robbins
Mother
Diary
Percentage of Brands people like the most
Vadilal
Amul
Kwailty Walls
Baskin & Robbins
Mother Diary

22. 0
10
20
30
40
50
60
Vadilal Amul Kwality Walls Baskin &
Robbins
Mother Diary
Taglines associated with each brand
Happy Food, Happy People
Real milk, real ice cream
A treat for every occasion
Happiness ka Swaad
More flavor, more fun
6. Identify the following taglines mentioned below.

23. Hypotheses 3 has been proven right
• Around 80% of the sample size are aware of Amul’s tagline
and agreed that Amul has high content of milk

24.  Amul has to spent lots of time, work and money to
imprint its brand in the minds of the consumers
 Amul has not considered tasty compared to other
brand.
 Amul has not yet been perceived as a premium
brand.

25. Thankyou