INTRODUCTION

In the recent time the market sentiments has completely

changed and it has become completely a buyer market. In the

F.M.C.G. sector especially there is a lot stress on who provides

better services and of course at a better price. Since Indian Market

is perhaps very much price conscious market in the world. In the

ice-cream sector there are many players that are increasing their

market share by boosting their sale and try to get more popular

among consumers. Since ice-cream sector is a seasonal business, in

this short period of time every player want to earn more profit.

The present era is an era of “BRAND MARKETING” can be

compared to the game of chess. In the era of marketing brand

name packaging, distribution and advertising plays similar role as

that of Pawn on the board of chess.

In Haryana region where our markets include Faridabad. We

had seen the market share of Amul ice-cream 30% which is

highest, the second one is mother dairy,25% and the rest of market

share is shared by Kwality Walls, Vadilal, Cream-Bell and other

local ice-creams.I hope this report will be special interest to the

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marketing students, who are looking out for such real life situation

beyond their classroom studies.

The Birth of Amul

It all began when milk became a symbol of protest

Founded in 1946 to stop the exploitation by middlemen

Inspired by the freedom movement

The seeds of this unusual saga were sown more than 65 years back in Anand, a small town in the state of Gujarat in western India.  The exploitative trade practices followed by the local trade cartel triggered off the cooperative movement.  Angered by unfair and manipulative practices followed by the trade, the farmers of the district approached the great Indian patriot Sardar Vallabhbhai Patel for a solution.  He advised them to get rid of middlemen and form their own co-operative, which would have procurement, processing and marketing under their control.  

In 1946, the farmers of this area went on a milk strike refusing to be cowed down by the cartel.  Under the inspiration of Sardar Patel, and the guidance of leaders like Morarji Desai and Tribhuvandas Patel, they formed their own cooperative in 1946.  

This co-operative, the Kaira District Co-operative Milk Producers

Union Ltd. began with just two village dairy co-operative societies

and 247 litres of milk and is today better known as  Amul Dairy.

Amul grew from strength to strength thanks to the inspired

leadership of Tribhuvandas Patel, the founder Chairman and the

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committed professionalism of Dr Verghese Kurien,who was

entrusted the task of running the dairy from 1950.

The then Prime Minister of India, Lal Bahadur Shastri decided that

the same approach should become the basis of a National Dairy

Development policy.  He understood that the success of Amul

could be attributed to four important factors.  The farmers owned

the dairy, their elected representatives managed the village

societies and the district union,   they employed professionals to

operate the dairy and manage its business.  Most importantly, the

co-operatives were sensitive to the needs of farmers and responsive

to their demands.

At his instance in 1965 the National Dairy Development Board

was set up with the basic objective of replicating the Amul model. 

Dr. Kurien was chosen to head the institution as its Chairman and

asked to replicate this model throughout the country.

The Amul Model

The Amul Model of dairy development is a three-tiered structure with the

dairy cooperative societies at the village level federated under a milk union

at the district level and a federation of member unions at the state level.

Establishment of a

direct linkage between

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milk producers and

consumers by eliminating

middlemen

Milk Producers

(farmers) control

procurement, processing

and marketing

Professional

management

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The Amul model has helped India to emerge as the largest milk

producer in the world. More than 13 million milk producers pour

their milk in 1,28,799 dairy cooperative societies across the

country. Their milk is processed in 176 District Co-operative

Unions and marketed by 22 State Marketing Federations, ensuring

a better life for millions.

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Changing Scenario in the Context of Indian Dairying-

The future of Indian dairying depends upon how rapidly dairy

cooperatives are enabled to function as genuine member-owned

and controlled business enterprises. Therefore, the main challenge

before dairy cooperatives is to be able to quickly adapt to a rapidly

changing domestic and world economic order, and with the WTO

in place, not only hold .

Its own in this country but becomes a regional force! Faced with

this challenge, NDDB has proactively rethought the strategy of

providing a competitive advantage to the Indian farmer, by

focusing on strengthening the Marketing, Sales and Distribution of

the dairy sector in India and Amul has been identified as the

vehicle for driving and realizing this strategy.

The strategy is being

operationalized through the formation of joint ventures between

Amul and the State co-operative federations. The joint venture

companies would take on the responsibility of driving the ongoing

business of marketing, sale and distribution of the State federation

in a more organized, professional and efficient manner. In addition

to this, the existing structure of Amul group has been further

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restructured to form entities that would exclusively focus on

providing effective management support to the joint venture

companies and on expanding the sales and distribution of select

Amul products at a national level. With these changes, Amul is all

set to emerge as one of the largest food and dairy products

company in the country in the next few years.

The overall approach not only

provides the freedom to appoint the requisite professional talent in

key positions and to take decisions with the flexibility and speed

that is required in an increasingly competitive market, but also

helps to introduce elected leaders to the processes of better

planning and management.

Thus, as the identified change

agent for bringing about transformation in the dairy co-operative

sector across the country has a tremendously challenging

responsibility on its shoulders- considering the complexities of

regional and cultural diversity in the country, the magnitude of the

change to be managed and the profile of stakeholders who are

going to be impacted by this initiative (ranging from the farmers

at the grassroots level, the unions at the district level, state run

bodies at the federation level to the new age professionals

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managing the change initiative). Amul is geared up to meet this

challenge, with its entire infrastructure, technological and people

resources focused on this single point objective. At Amul we are

committed to bring in the required professionalism, dynamism and

competitive edge to the dairy sector without losing sight of our

underlying vision- the fabric of the co-operative movement and our

responsibility towards serving the rural set up in the country.

The key to making this

initiative a success is the infusion of dynamic professionals who

have: The urge to apply their professional talent to make a visible

difference to the Indian rural set-up The experience and ability to

develop innovative and contemporary solutions to help build

competitive organizations, and The capability to initiate, lead and

manage change in a highly diverse and challenging environment

Besides the tremendous opportunity for personal and professional

growth, Amul also provides its employees an unmatched work

environment built upon the values of trust, transparency,

unquestionable commitment to quality, single-minded focus on

excellence and respect for the individual. Innumerable cross-

functional opportunities across the group companies and

empowerment of individuals to the lowest level make it a rich

ground for acquiring a strong business perspective, developing

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specialized as well as diverse skills and growing into well-rounded

professionals.

Amul at a Glance-

AMUL means “priceless pure milk

ice-cream”. The brand name “AMUL”, from the Sanskrit

“AMULYA”, was suggested by a quality control expert in Anand.

Amul products have been in use in million of homes

since1946.Amul Butter, Amul Milk Powder, Amul Ghee, Amul

Spray, Amul Cheese, Amul Chocolates, Amul Shrikhand , Amul

Ice-Cream ,Nutramul, Amul Milk and Amulya have made Amul a

leading food brand in India. Today Amul is a symbol of many

things. Of high quality products sold at reasonable prices. Of a

genesis of a vast co-operative network . Of the triumph of

indigenous technology. Of a marketing survey of a farmers

organization. And of a proven model for dairy development.

AMUL’S sale figures have jumped from 1000 tones a year in 1966

to over 25000 tons a year in 1997. No other brands come even

close to it.

In the background of the famous

White Revolution, which swept the length and breadth of India

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through the spirited and enthusiastic efforts of the Nalimal Dairy

Development Board(NDDB) under the pioneering leadership

under the Dr. KURIEN and his dedicated team lies the success

story of the milk union of kaira milk union in Gujarat had shot

into limelight because of it creditable and impressive performance

in the field of dairy co-operation dairing by 1969 when a

discussion was made by the government of india to initiate and

gradually accelerate steps to spread the ANAND PATTERN co–

operations in all parts of the country.

A plan was made and systematically executed through them as

called OPERATION FLOOD.

There where the stages in which the OPERATION FLOOD

was carried out.What is known, as OPERATION FLOOD was an

extensive programmed comprising 4 activities, they are as

follows:-

(a) Designing of dairy projects.

(b) Development of specialized man power.

(c) Organization of farmers, and establishment of services for

increasing Milk procurement and production.

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Through what we call operation flood

second, a sustained efforts was made to consolidate the

achievements Of the operation flood second a nationwide

programme was implemented to setup dairy projects which

numbered 155. this was supplemented by expanding dairy & cattle

feed plants and encouraging animal husbandry and mixed farming.

Another significance feature of the operation flood second was to

arrange technical assistance. It also directed its efforts towards

implementing the policy connected with the promotion of dairy

products in the market.

OPERATION FLOOD THIRD started with a program to setup

dairies in 190 co-operative unions in 70,000 Indian village and 8

lakh families.

In Gujarat, especially for carrying out the

operation flood, the Gujarat milk marketing federation was the

natural choice because of its well recognized organizational

strength & experiencing in dairying. The result was quick

modernization, expansion of dairy project, encouragement to the

formation of “ANAND PATTERN” co-operative services

throughout the state to promote animal husbandry; artificial

insemination, cattle feed production, organization of milk

procurement and marketing.

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On account of its record of its

efficiency & organized work Gujrat co-operative Milk Marketing

Federation Limited started marketing operations to ensure rapid

inventory movement through & extensive distribution network.

Dairy products are now formed out to 3,500 wholesale dealers 7-5

lakh plus retail outlets over seen by a large number of offices

spread over the difference parts of the country.

Even outside India the impact of a federation’s products has been

felt. Ghee is now regularly exported outside India, especially to

west Asian countries. The federation has succeeded in expanding it

export market to different part of the globe. Amul is playing the

market leader’s role of growing the category, through Ice-Cream

segment.

The new AMUL brand category includes Pizza ,Traditional Indian

Sweets, Confectionery, Baby Foods, Long Life Milk, Curd. Amul

is building the plot for future.

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Mother Dairy- a short description -

Mother Dairy - Delhi was set up in 1974 under the Operation

Flood Programme. It is now a subsidiary company of a wholly

owned company of the National Dairy Development Board

(NDDB).Mother Dairy sources its entire requirement of liquid

milk from dairy cooperatives. Similarly, Mother Dairy sources

fruits and vegetables from farmers/growers associations. Mother

Dairy also contributes to the cause of oilseeds grower cooperatives

that manufacture/ pack the Dhara range of edible oils by

undertaking to nationally market all Dhara products. It is Mother

Dairy's constant endeavor to (a) ensure that milk producers and

farmers regularly and continually receive market prices by offering

quality milk, milk products and other food products to consumers

at competitive prices and; (b) uphold institutional structures that

empower milk producers and farmers through processes that are

equitable.

At Mother Dairy, processing of milk is controlled by process

automation whereby state-of-the-art microprocessor technology is

adopted to integrate and completely automate all functions of the

milk processing areas to ensure high product quality/ reliability

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and safety. Mother Dairy is an IS/ ISO-9002, IS-15000 HACCP

and IS-14001 EMS certified organization. Moreover, its Quality

Assurance Laboratory is certified by National Accreditation Board

for Testing and Calibration Laboratory (NABL) - Department of

Science and Technology, Government of India.

Mother Dairy markets & sells dairy products under the

Mother Dairy brand (like Liquid Milk, Dahi, Ice Creams, Dairy

Whitener and Butter), Dhara range of edible oils and the Safal

range of fresh fruits & vegetables, frozen vegetables and fruit

juices at a national level, through it's sales and distribution

networks, for marketing food items.

In times to come, Mother Dairy shall strive to become a

leading player in the food industry in India.

Mother Dairy is a leading marketer of dairy products and

fruit & vegetable products in the Indian sub-continent. Its

unwavering commitment to quality, state-of-the-art technology,

and the use of superior ingredients enable it to offer a wide range

of world-class products.

In addition to its market leadership in India, Mother Dairy is also

active in the global arena, exporting its range of dairy products to

various international markets. In recent years, the brand's fruit

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pulp, pastes, purees and concentrates have evoked tremendous

demand across the globe. To cater to this demand, Mother Dairy

has set up a 100 per cent Export Oriented Unit with a capacity for

processing over 15000 metric tones of fresh produce annually.

Moreover, a new state-of-the-art plant with an installed capacity

for processing 10 metric tones of fruit per hour is being set up at

Bangalore. The units are ISO 9001-2000 and HACCP certified,

and the products are Kosher certified.

As another step towards

providing quicker and better service to its international customers,

Mother Dairy has established a marketing office in Rotterdam.

With a view to ensuring world-class quality on a consistent basis,

Mother Dairy focuses on delivering value at every stage - right

from the farm to the plant. Best ingredients. Streamlined processes.

Reliable customer service. These are the aspects that make Mother

Dairy an outstanding brand.

Real milk. Abundant

toppings. And an utterly delectable taste. That's the secret of

Mother Dairy's fascinating range of rich and creamy ice creams - a

lip-smacking array of ice candies, milk lollies, bars, cones, real

fruit ice creams, Sundaes and take-home packs.

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Gujarat Cooperative Milk Marketing Federation

Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF), is

India's largest food product marketing organization with annual

turnover (2010-11) US$ 2.2 billion. Its daily milk procurement is

approx 12 million lit (peak period) per day from 15,712 village

milk cooperative societies, 17 member unions covering 24

districts, and 3 million milk producer members.

It is the Apex organization of the Dairy Cooperatives of Gujarat,

popularly known as 'AMUL', 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. Its

success has not only been emulated in India but serves as a model

for rest of the World. It is exclusive marketing organization

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of 'Amul' and 'Sager' branded products. It operates through 47

Sales Offices and has a dealer network of 5000 dealers and 10 lakh

retailers, one of the largest such networks in India. Its product

range comprises milk, milk powder, health beverages, ghee, butter,

cheese, Pizza cheese, Ice-cream, Paneer, chocolates, and traditional

Indian sweets; etc

GCMMF is India's largest exporter of Dairy Products. It has been

accorded a "Trading House" status. Many of our products are

available in USA, Gulf Countries, Singapore, The Philippines,

Japan, China and Australia. GCMMF has received the APEDA

Award from Government of India for Excellence in Dairy Product

Exports for the last 13 years. For the year 2009-10, GCMMF has

been awarded "Golden Trophy' for its outstanding export

performance and contribution in dairy products sector by APEDA.

For its consistent adherence to quality, customer focus and

dependability, GCMMF has received numerous awards and

accolades over the years. It received the Rajiv Gandhi National

Quality Award in1999 in Best of All Category. In 2002 GCMMF

bagged India's Most Respected Company Award instituted by

Business World. In 2003, it was awarded the The IMC Ramkrishna

Bajaj National Quality Award - 2003 for adopting noteworthy

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quality management practices for logistics and procurement.

GCMMF is the first and only Indian organisation to win topmost

International Dairy Federation Marketing Award for probiotic ice

cream launch in 2007.

The Amul brand is not only a product, but also a movement. It is in

one way, the representation of the economic freedom of farmers. It

has given farmers the courage to dream. To hope to live.

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GCMMF - An Overview

Year of Establishment 1973

Members

17 District Cooperative Milk Producers'

Unions (13 Members & 4 Nominal

Members)

No. of Producer

Members3.03 Million

No. of Village Societies 15,712

Total Milk handling

capacity per day13.67 Million litres per day

Milk Collection (Total -

2010-11)3.45 billion litres

Milk collection (Daily

Average 2010-11)9.2 million litres (peak 12 million)

Milk Drying Capacity 647 Mts. per day

Cattlefeed

manufacturing Capacity3690 Mts. per day

Sales Turnover -(2010-

11)Rs. 9774 Crores (US $2.2 Billion)

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Our

Member Unions

1. Kaira District Cooperative Milk Producers' Union Ltd., Anand

Sales Turnover Rs (million) US $ (in millions)

2000-01 22588 500

2001-02 23365 500

2002-03 27457 575

2003-04 28941 616

2004-05 29225 672

2005-06 37736 850

2006-07 42778 1050

2007-08 52554 1325

2008-09 67113 1504

2009-10 80053 1700

2010-11 97742 2172

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2. Mehsana District Cooperative Milk Producers' Union Ltd,

Mehsana

3. Sabarkantha District Cooperative Milk Producers' Union Ltd.,

Himatnagar

4. Banaskantha District Cooperative Milk Producers' Union Ltd.,

Palanpur

5. Surat District Cooperative Milk Producers' Union Ltd., Surat.

6. Baroda District Cooperative Milk Producers' Union Ltd.,

Vadodara

7. Panchmahal District Cooperative Milk Producers' Union Ltd.,

Godhra

8. Valsad District Cooperative Milk Producers' Union Ltd., Valsad

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9. Bharuch District Cooperative Milk Producers' Union Ltd.,

Bharuch

10. Ahmedabad District Cooperative Milk Producers' Union Ltd.,

Ahmedabad

11. Rajkot District Cooperative Milk Producers' Union Ltd., Rajkot

12. Gandhinagar District Cooperative Milk Producers' Union Ltd.,

Gandhinagar

13. Surendranagar District Cooperative Milk Producers' Union

Ltd., Surendranagar

LIST OF PRODUCT MARKETED:

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Bread Spreads:

Amul Butter

Amul Lite Low Fat Bread Spread

Amul Cooking Butter

Cheese Range:

Amul Processed Cheese Spread

Amul Pizza Cheese

Amul shreded Pizza Cheese

Amul Emmental Cheese

AMUL Malai Paneer Frozen and tinned

Utterly Delicious Pizza

MITHAEE Range (Ethnic SWEETS):

Amul shrikhand (Mango Saffron,Almond

Pistachio,Cardamom).

Amul Amrakhand

Amul Mithaee Gulabjamuns

Amul mithaee Kulfi Mix

UHT MILK RANGE:

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Amul Taza 3% fat milk

Amul Gold 4.5 % fat milk

Amul Slim and Trim 0% fat milk

Amul Chocolate Milk

Amul Fresh Cream

Amul Taza Double Toned Milk

PURE GHEE:

Amul Pure Ghee

Sugar Pure Ghee

Amul Cow Ghee

INFANT MILK RANGE:

Amul infant milk formula 1(0-6 month)

Amul infant milk formula 2(6 months above)

Amul spray Infant Milk Food

MILK POWDERS:

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Amul Full Cream Milk Powder

Amul Dairy Whitener

Sagar Skimmed Milk Powder

Sagar Tea And Coffee Whitener

FRESH MILK:

Amul Taza Double Toned Milk 3% Fat

Amul Gold Full Cream Milk 6% Fat

Amul Shakti Standardised Milk 3% Fat

CURD PRODUCTS:

Amul Masti Dahi

Amul Butter Milk

AMUL ICE- CREAM:

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ROYAL TREAT RANGE (Rajbhog, Cappuchino,

Chocopics, Butterscotch Tutti Fruti)

NUT -O- MANIA RANGE ( kaju Drakshi, Kesar Pista ,

roasted Almond ,Kesar Karniwal)

UTSAV RANGE (Anjir ,Roasted Almond)

SIMPLY DELCIOUS RANGE( vanilla,

Strawberry,Pineapple.

NATURE’S TREAT (Alphanso Mango, Fresh Litchi, Ajir,

Fresh Strawbery).

SUNDAY RANGE( Mango ,Black Current, Chocolate,

Strawbery)

MILLENNIUM ICE-CREAM( Cheese With Almond, Dates

With Honey).

MILK BARS(Chocobar, Mango Dolly,Shahi Badam

Kulfi,Shahi Pista Kufi, Mawa Malai Kulfi, Green Pista Kulfi).

COOL CANDIES ( Orange Mango)

CASSATA

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TRICONE CONES (Butter Scotch , Chocolate)

MEGABITE ALMOND CONE

FROSTIC –3 Layer Chocolate Bar

FUNDO RANGE- exclusively for kids

SLIM SCOOP FAT FREE FROZEN DESERT

( Vannila ,Bannana ,Mango, Pineapple)

CHOCOLATE AND CONFECTIONARY:

Amul Milk Chocolates

Amul Fruit And Nut Chocolates

BROWN BEVERAGE:

Nutramul Malted Milk Food

MILK DRINK:

AMUL Shakti Flavoured Milk

SOUPS:

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Masti Tomato Soup

Masti Hot & Sour Soup

AMUL ICE-CREAM is made from milk & milk

products.sugars ,stabilizers & emulsifires.

COMPOSITIONS –

Milk Fat 13.5% to 14.5%

Total Solids 40% to 41%

Sugar 15%

Acidity 0.17% to 0.19%

Protien 3.9% to 4.1%

FOOD ENERGY VALUE-

Calories per 100 ml –196.7 Kcal

FLAVOURS:

Vanila, Rajbhog, Chocopics, Butterscotch ,Tutti Fruti, kaju

Drakshi, Kesar Pista , Anjir , Strawberry,Pineapple Alphanso

Mango, Fresh Litchi, Anjir, Fresh Strawber Mango, Chocolate,

Mango, Butter Scotch , Chocolate.

PACKAGING:

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50 ML cup, 100 ml cup, 500ml pack, 4 liter pack, choc-bar, Ice

candies, cones & kulfies.

SPECIAL FEATURES:

Various varieties of ice -cream made from the basic mix by

addition of required amount of permissible color & flavors. Dry

fruits 7 Nuts would be used for making premium verities of Ice-

cream.

BREAD SPREAD

Bread Spreads

Amul Butter

Utterly Butterly Delicious

Amul Lite

Low fat, low Cholesterol Bread

Spread

Delicious Table Margarine

The Delicious way to eat healthy

POWDER MILK

Powder Milk

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Amul Spray Infant Milk Food

Still, Mother's Milk is Best for

your baby

Amul Instant Full Cream Milk

Powder

A dairy in your home

Sagar Skimmed Milk Powder

Which is especially useful for

diet preparations or for use by

people on low calorie and high

protein diet.

Sagar Tea Coffee Whitener

Amulya Dairy Whitener

The Richest, Purest Dairy

Whitener

   

FRESH MILKFresh Milk

Amul Fresh Milk

This is the most hygienic milk

available in the market.

Pasteurised in state-of-the-art

processing plants and pouch-

packed for convenience.

Amul Gold Milk

Amul Taaza Double Toned

Milk

Amul Lite Slim and Trim Milk

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Amul Fresh Cream Amul Kool Chocolate Milk

Amul Kool Flavoured Bottled

Milk

Amul Kool Flavoured Tetra

Pack

Amul Shakti Toned Milk Amul Masti Spiced Buttermilk

Amul introduces the Best Thirst

Quenching Drink

CHEESECheese

Amul Pasteurised Processed

Cheese

100% Vegetarian Cheese

made from microbial rennet

Amul Cheese Spreads

Tasty Cheese Spreads in 3

great flavours..

Amul Emmental Cheese

The Great Swiss Cheese from

Amul, has a sweet-dry flavour

and hazelnut aroma

Amul Pizza Mozzarella

Cheese

Pizza cheese...makes great

tasting pizzas!

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Gouda Cheese

   

FOR COOKING

For Cooking

Amul / Sagar Pure Ghee

Made from fresh cream. Has

typical rich aroma and

granular texture. An ethnic

product made by diaries with

decades of experience.

Cooking Butter

Amul Malai Paneer

Ready to cook paneer to

make your favourite recipes!

Utterly Delicious Pizza

Mithai Mate

Sweetened Condensed Milk -

Free flowing and smooth

texture. White to creamy

color with a pleasant taste.

Masti Dahi

DESSERTS

Desserts

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Amul Ice Creams

Premium Ice Cream made in

various varieties and flavours

with dry fruits and nuts.

Amul Shrikhand

A delicious treat, anytime.

Amul Mithaee Gulab Jamuns

Pure Khoya Gulab Jamums...best

served piping hot.

Gulab Jamun Mix

Amul Chocolates

The perfect gift for someone you

love.

Amul Lassee

Amul Basundi    

HEALTH DRINK

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Health Drink

Nutramul

Malted Milk Food made

from malt extract has the

highest protein content

among all the brown

beverage powders sold in

India.

Amul Shakti Health Food

Drink

Available in Kesar-Almond

and Chocolate flavours.

INDUSTRY SCENARIO

Total ice cream market in our country is of Rs.2000 crores

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in which branded ice cream market share is of Rs. 650 crores.

Amul captures around 27% of total market

share of organized sector. In 2003, Amul ice cream sales wet

Rs.160 crore, almost three times the Rs.55 crore sales in 1998.

The ice cream consumption in Delhi is

20% of the total consumption in our country. Out of which Amul

captures around 30% of the Delhi market.

OTHER PLAYERS IN ICE CREAM MARKET

EAST : Kwality Walls, Metro, Tullikas, Rollick.

WEST : Vadilal, Dinshaw’s, Havmor, Pastonji.

NORTH : Kwality Walls, Mother Dairy, Cream Bell, Vadilal.

SOUTH : Nandini, Joy, Arun.

INTERNATIONAL : Baskin Robbins, Kwality Walls INT.,

Moven pick, Nestle.

ICE CREAM MARKET FEATURES: -

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Ice cream consumption is highest in western India (40%),

followed by north (30%), south (20%), and east (10%).

Immense opportunity in DELHI and NCR

Vanilla account for nearly 60% of the volumes.

Ice creams are mainly consumed in evenings.

Below 25 years age group account for 80% of consumption.

Consumption of ice cream goes down by 40% to 50% in

winter.

Retail account for 70% sales.

INTRODUTION TO AMUL ICE-CREAM

“Amul is a brand worthy of the trust of 1,000 million Indians”. It

has moved its marketing efforts up a gear in ice market. Amul has

been growing its market share in ice – cream segment. Amul ice –

cream has been cosidered as real ice – cream in comparisions

conducted by society “ consumer education and research society” ,

Insight (The Consumer Magazine) vol. 22, May –June 2002

Ahmadabad. In this they have tested four brands of Vanilla ice-

cream sold loose in Ahmadabad. The brands tested ware Amul,

Havmor , Kwlity Walls Max & Vadilal Dairy Premium. Among

the confirming brands Amul ranked first followed by Max. all the

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samples found microbially contaminated, expect Amul, Kwality

Walls Max & Havmor.

CALORIES IN ICE CREAMS

Brands (Fat/100gm) (MSNF/100GM) Cal/100ml

Classic 128.7 146 268

Niruben 63 123 177

Havmor 34.2 150 177

Amul 133.2 90 174

KW Max 133.2 108 136

VadilalDairyPremium 108 91 111

Shree Janta 97.2 103.6 106

Patel Dairy 101.7 102.8 105

Amul is considered to be a real ice-cream because it fulfills the

definition of the ice- cream which contains:-

1. Sugar

2. Milk proteins

3. Milk fat (14% min.)

4. Liquid glucose

5. Emulsifying and stabilizing agent

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Whereas other ice creams considered as frozen desert because

they contains: -

1. Sugar

2. Milk proteins

3. Vegetable fat (14% min.)

4. Liquid glucose

5. Emulsifying and stabilizing agent

The federation’s strategies includes a wide and diverse set of

Objectives –

1-To establish a strong and extensive marketing system

implementingthe policies and allowing member unions to

concentrate on procurement processing and packaging.

2-To accept and utilize all the products produced by its producer –

member creating a basis for a judicious product mix and sustained

growth.

3-To establish the income of producer-members round the

year, diminishing the ill-effects of seasonally fluctuating milk

Collections.

4-To assure producer-member of higher prices for the produce than

Would otherwise have been possible.

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5-To assist its members in developing and standardizing

production and processing facilities.

6-To establish norms for uniform quality standards among all the

member unions.

7-To co-ordinate the operation of milk guide covering all

member unions, and of-setting imbalances between their

individual collections and their milk landing capacities.

8- To formulate production priorities and programmes to be

followed bythe member-unions.

9- To maintain a highly flexible product mix that would allow

greater economy of scale and ensure full utilization of capacity

10- To faster individual skill by providing training and

development facilities.

11- To develop and maintain communication channels up to the

village levels.

12- To ensure greater consumer acceptance of marketed products

39

developing strengthening brand image.

Amul Has Focused on These Seven Marketing Plans or

Strategies to Emerging his Business In India and Worldwide -

1. Gain Customer Confidence:-

Customer indecisiveness, skepticism,

indifference, or confusion are among the top sales killers in the

business world. It's up to you to project an image of experience,

quality, dependability, excellent customer service, and/or value to

your prospective customers in order to win their confidence. If you

haven't clearly communicated the advantages and solid reasons for

them to do business with you, then they'll be hesitant to commit

and the sale will go to your competitor.

2. Penetrate awareness of your target audience by using

some form of integrated marketing-

In other words, the more ways the public

hears about you, the better your chances are for achieving brand

recognition, credibility, and greater market share. Effective

marketing is partly the result of exposing your target group to your

name and your selling points (unique selling proposition) as often

40

as possible(frequency), in as many ways as possible, and as cost-

effectively as possible.

3. Enthusiasm-

In both print and in person, is contagious (and I'm not

talking about using multiple exclamation points after sentences!!!

That's just plain tacky.) If you deeply believe in your products,

services, your company, and yourself, then your prospects will

pick up on that passionate attitude and feel confident and

optimistic about doing business with you.

4. Purchasing is an emotional decision:

Instill in your prospects good feelings about

your company, your business relationship with them, and how you

can improve their lives or solve their problem. Accomplishing that

is at least as important in the sales process as focusing attention on

product features and benefits.

5. Dispel Distrust:

Gain customer confidence and overcome potential

feelings of distrust by offering written guarantees of satisfaction,

customer testimonials, references, and by joining respected and

41

well-known professional organizations, such as the Better Business

Bureau, Chambers of Commerce, and industry associations.

6. Impose Deadline:

Counteract one of the biggest obstacles to

closing a sale known to mankind: procrastination. To overcome the

natural human tendancy to deliberate, postpone, and delay, it's

often necessary to inject a sense of urgency into your ads, sales

presentations, and marketing messages. Whether supplies are

limited or prices are going up at the end of the month, some

prospects need to have a deadline or an incentive to motivate them

to take action now.

7. Create a Marketing Plan:

To identify and capitalize on your strengths and

opportunities. Your strategic plan should also take into account

factors such asyour weaknesses (and possible remedies), external

threats (competition, economic factors, etc.), your marketing mix

strategy (products/services, promotional goals, pricing strategy,

and distribution decisions), media strategy, sales and expense

budgets, and target market analysis (know your customers).

42

Amul Concentrate on Public Relations Marketing-

Public Relations involves a variety of

programs designed to maintain or enhance a company's image and

the products and services it offers. Successful implementation of

an effective public relations strategy can be a critical component to

a marketing plan.

A public relations (PR) strategy may

play a key role in an organization's promotional strategy. A

planned approach to leveraging public relations opportunities can

be just as important as advertising and sales promotions. Public

relations is one of the most effective methods to communicate and

relate to the market. It is powerful and, once things are in motion,

it is the most cost effective of all promotional activities. In some

cases, it is free.

The success of well executed Public

Relation plans can be seen through several organizations that have

made it a central focus of their promotional strategy. Paul

Newman's Salad Dressing, The Body Shop, and Ben & Jerry's Ice

Cream have positioned their organizations through effective Public

Relation strategies. Intel, Sprint and Microsoft have leveraged

43

public relations to introduce and promote new products and

services.

Similar to the foundational goals of

marketing, effective public relations seeks to communicate

information to:

1. Launch new products and services.

2. Reposition a product or service.

3. Create or increase interest in a product, service, or brand.

4. Influence specific target groups.

5. Defend products or services that have suffered from negative

press or perception.

6. Enhance the firm's overall image.

7. The result of an effective public relations strategy is to

generate additional revenue through greater awareness and

information for the products and services an organization offers.

Some other valuable points which can help in making

relationship to their customers-

Goals and Objectives

Good strategy begins with identifying your goals and

stating your objectives. What are the goals and objectives beh your

public relations strategy and can they be measured and quantified?

44

Each of these areas may reflect the goals your public relations

campaign may seek to accomplish.

Press relations

Communicating news and information of interest about

organizations in the most positive light.

Product and service promotion

Sponsoring various efforts to publicize specific products or

services.

Firm communications

Promoting a better and more attractive understanding

of the organization with internal and external communications.

Lobbying

Communicating with key individuals to positively

influence legislation and regulation.

Internal feedback

45

Advising decision makers within the organization regarding the

public's perception and advising actions to be taken to change

negative opinions.

During making strategies company should also Concentrate on

Various Important Points -

1. Company should to know how to develop a results-driven

marketing plan.

2. Proven methods for performing low-cost market research that

generates repeat business.

3.How to create a profit-producing marketing budget.

4. Planning of their advertising budget.

5.Launching a retail advertising program.

6.Choosing advertising media and determining which will produce

the most cost-effective results.

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7.Create advertising that builds product awareness among the

peoples.

8. Time to time evaluating advertising results.

9. Locating and acquiring new customers.

10.How to expand their market.

11. Develope and quantify sales goals and sale projections.

12. How to get valuable free publicity with press releases.

13. Using signage as an effective marketing tool, selling on

consignment, selling through mail order, selling through

independent sales agents.

14.Company should to know how to set their optimal, competitive

prices .Because price setting is very important factor.

47

ACHIEVEMENTS

1973 : Gujarat Co-operative Milk Marketing Federation Limited

(GMMF) began with a team of fifty five members in a two

hail rented office at ANAND in Gujarat.

1974 : GCMMF commenced the marketing of milk and other

dairy products from April. This year also witnessed the launch of

Amul Milk Chocolates, a quality product.

1976 : An important step was taken in establishing A

National Milk Grid. It also saw a successful launch Malted

Cocoa Beverage- Natural.

1978-79 : Federation crossed the border of Rs.100 crores in sales,

reaching a turnover of Rs. 107.45 crores. I n July 1978, the

federation was recognized as an implementing agency of the

programmes under operation flood second in October 1979, milk

highly perishable commodity was transported to calcutta by rail

tankers from ANAND .GCMMF’s head office was shifted to its

own building on amul dairy road, ANAND.

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1981-82 : The sales turnover of the federation crossed Rs.

163.65 crores.

1982 : Amul Shrikhand was introduced in febuary.

1983 : India’s first homogenized UHT milk in laminated

pyramid pack was launch under the brand name of Amul.

1985-86 : The federation’s sales turnover crossed Rs. 250

crores.

1987 : Federation launched Amul an instant milk powder

and Amul Elaichi Shake and Amul Chocó Shake flavored milk was

launched in 200 ml tetra packs

1988 : Amul Cheese was launched in selected markets.

1995 : Amul Lite a low fats, low cholesterol Cheese was

launched.

1996 : Federation entered the Ice-Cream business.

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OBJECTIVE OF THE STUDY

My project objective is to analyze marketing strategies of

amul with comparison to other competitors.

How amul became a number one F.M.C.G. company in ice-

cream market with in a three years.

Finding out the reason why amul is the big competitors to

others Ice-cream companies like mother dairy, vadilal,

kwality walls, dairy farm, dinshaw etc.

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RESEARCH METHODOLOGY

What is research?

Marketing research play an important role in the process of

marketing. Starting with market component of the total marketing

talks. It helps the firm to acquire a batter understanding of the

consumers, the competition and marketing environment.

Definition

“Marketing research is a systematic, gathering, recording and

analysis marketing problem to facilitate decision making”.

COUNDIFF & STILL

“Marketing research is a systematic problem analysis , model

building and fact finding for the purpose of important decision

making and control in the marketing of goods and services”.

PHILLIP KOTLER

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MAIN STEPS INVOLVED IN MARKETING RESEARCH

Defining the marketing problem to be talked and identifying the

market research problem involved in the task.

Define the problem and its objective’s.

Identify the problem.

Determine the information needed.

Determine the sources of information.

Decide research method collecting data.

DEFINE THE PROBLEM AND ITS OBJECTIVE’S

This includes an effective job in planning and designing a research

project that will provide the needed information .It also includes

the establishment of a general framework of major marketing

elements such as the industry elements, and company elements.

IDENTIFY THE PROBLEM

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Identifying the problem involves getting acquainted with the

company, Its business, Its products and market environment ,

Advertising by mean of library consultation and extensive

interviewing of company’s officials.

DETERMINE THE INFORMATION NEEDED

In the general the producer, the manufacturer, the wholesaler, and

the retailer try to find out four things namely-

What to sell

When to sell

Where to sell

How to sell

DETERMINE THE SOURCES OF INFORMATION

Primary data-

Primary data are those which are gathered specially for the project

at hand, directly- e.g. through questionnaires & interview. Primary

data sources include company salesman, middleman, consumer,

53

buyers, trade association executives & other businessman & even

competitors.

Secondary data-

These are generally published sources, which have been collected

originally for some other purpose. Sources are internal company

records, government publication, report & journals, professional

and business associate’s publication &report.

DECIDE RESEARCH METHOD FOR COLLECTING

DATA

Survey method

Observation method

Experimentation method

Survey method

In this method, information gathered directly from individual

respondents, either through personal interviews or through mail

questionnaires or telephone interviews.

Observation method

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The research data are gathered through observing and recording

their actions in a marketing situation. This technique is highly

accurate. It is rather an expensive technique.

Experimentation method

This method involves carrying out a small scale trial solution to a

problem while at the same time, attempting to control all factors

relevant to the problem .The main assumption hear is that the test

condition are essentially the same as those that will be encountered

later when conclusion derived from the experiment are applied to a

broader making area.

Sample size:

This research is designed to assist the decision makers in

determining, evaluating and selecting a course of action to enhance

the sales of Amul product in fridabad city.

To have an insight of the problems faced by Amul retailer in NCR

regarding sales, a research is being conducted by us.

For it a sample size of 135 was taken across different categories of

retailers in the area of:

NCR ( Faridabad Harayana )

It consists of personal interviews with the retailers to generate

maximum insight. The findings of our research should be regarded

55

as tentative or as input for further research. This research could be

followed by further conclusive research.

Scope of the study

The scope of study is to understand the problem faced by the

company while increasing the retail outlets. With the help of this

project GCMMF can increase their outlets by analyzing the

feedback given by the interviewer (including existing and non

existing outlets). GCMMF can also analyze the pricing strategy

followed by the rivals. By this study company will get the

information about current competitive position of the Amul ice

cream in the market.

LIMITATION

Due to unavailability of proper conveyance facility, it was

really hard to cover the market under a scorching sun.

In many residential blocks shops located in corners of by lanes

were difficult to locate.

The time duration of two months was short for the completion

of all activities.

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Being a perishable product no sample could be shown as

demanded by many prospecting clients.

Market-analysis

AMUL focus would be more on widening its distribution network

& grabbing consumers attention through competitive pricing &

positioning of its products. In the take away segment amul are

offering a 1.25 litre party pack for Rs. 65, where as kwality walls is

changing the same for a 750 ml pack . Price list of some

companies are listed below :-

Price comparison

product Amul(Rs./Qty) KW(Rs./Qty) Vadilal(Rs./Qty) Mother

Dairy(Rs./Qty)

Chocobar 15 (60ml) 15(60ml) 15(60ml) 15(60ml)

Frostic 20(70ml) 20(75FD) 15(60FD) 18(60FD)

Orange

Candi

5(60ml) 5(45ml) 5(60ml) 5(55ml)

Cone 20(120ml) 25(125ml) 20(110ml) 25(115ml)

Vanilla 75(1.25ml) 99(1150ml) 75(1 ltr) 99 (1.25ml)

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Pack

For secondary objective:-

Survey on PUSH CART SALES at Faridabad Region.

This survey was just a part of project under which we tired to

collect the information of all the companies operating Push Carts

in Faridabad region. The objective of the survey was to find out the

answers of the following question: -

To find out how many push charts are operating in faridabad

region?

What are their Daily Average Sales?

What is their Margin and on what basis they get commission?

Various schemes offered by them?

Time period of operation of Push Charts?

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What is their time duration of sales?

Amul Mother Dairy Kwality walls Cream Bell

No. of Push

Charts.

35 23 20 12

Average Daily

Sales.

500-800 500-700 400-700 300-500

Schemes

offered

By them.

All seasonal

schemes.

All seasonal

schemes.

All seasonal

schemes.

All seasonal

schemes.

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Time &

Duration.

4 pm to 11

pm.

March-Oct.

4 pm to 11 pm.

March-Oct.

4 pm to 11 pm.

March-Oct.

4 pm to 11 pm.

March-Oct.

Findings of the Study

AMUL’S MARKETING MIX

A: PRODUCT:

A product is anything that can be offered to a market to satisfy a

want or need. The product can be classified according to the basis

of characteristics; durability, tangibility and use.

Amul ice cream comes under the heading of non durable goods

which are tangible, which can normally consumed in one or few

uses like Vegetables and Milk. As ice cream is also consumer

goods, we can further classify it under the sub heading of

convenience, shopping, specialty & cons ought goods. In this

classification ice cream comes under the heading of convenience

goods.

Convenience goods are those the customer usually purchases

frequently, immediately and with a minimum effort. Convenience

goods can be further divided. Staples are goods consumers

purchase on a regular basis. Like toothpaste, soaps etc. impulse

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goods are purchased without any planning or search effort like ice

cream, magazines etc. Emergency goods are purchased when a

need is urgent like umbrellas during rains

Product Mix

A product mix is the set of all products and items that a particular

seller offers for sale. As Amul has its product mix like icre cream,

milk, butter cheese, chocolate, dairy whiteners, pizzas, infant milk.

A company’s product mix has a certain width, length & depth.

The width of a product mix refers to how many different

product lines the company carries.

The length of a product mix refers to the total no. of items in

the mix.

The depth of a product mix refers to how many variants are

offered of each product in the line.

Product-Mix Width

Ice cream, cheese, milk, chocolate, butter, infant milk, dairy

whiteners.

Product-Line Analysis

Product line managers need to know the sales and profits of each

item in their line in order to determine which items to build,

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maintain, harvest or divert they also need to understand each

product lines market profile.

B: PROMOTION:

Today there is a new view of communications as an interactive

dialogue between the company and its customers that takes place

during the pre-selling, selling, consuming & post consuming

stages. Companies must ask not only “How can we reach our

customers” but also “How can our customers reach us”.

In reference with Amul, it always tries to communicate some

current topic in its hoardings (road side) and also on T.V.

advertisements.

Amul Promotional Mix

Advertising

TV compaign

Sigh alges

Shop painting

Posters & stickers

Pamphlets

Wall painting

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Public Relations Sales Promotion

Press campaign Food festivals

Posters/stickers

t-shirts/caps

The promotion mix consists of five major modes of

communications:

1. Advertising: Any said form of non personal presentation

and promotion of ideas, goods or services by an identified sponsor.

2. Sales promotion: AA variety of short-term incentives to

encourage trial or purchaser of a product or service.

3. Public relations and publicity: A variety of programs

designed to promote or protect a company’s image or its individual

products.

4. Personal selling: Face to face interaction with one or more

prospective purchasers for the purpose of making presentations

answering questions and procuring orders.

5. Direct marketing: Use of mail, telephone, fax, email or

internet to communicate directly with or; lkkk response or dialogue

from specific customers and prospects.

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The objectives of promotion are:

1. Awareness: If most of the target audience is unaware of

the product, the communicator’s task is to build awareness,

perhaps just name recognition, with simple messages repeating the

product name. For eg. Real Milk Readl Icre Cream for Amul Ice

Cream.

2. Knowledge: The target audience might have product

awareness but not know much more. For e.g. everybody knows

Amul is manufacturing butter & milk products, but many of us

don’t know Amul also supplies Frozen Pizzas and Infant Milk,

Health drinks.

3. Conviction: A target audience might prefer a particular

product but not develop a conviction about buying it. For e.g.

Amuls Tricome & k/w Cornetto are the supplementary products.

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4. Purchase: Finally, some members of the target audience

might have conviction but may not quite get around to making the

purchase. They wait for more information or plan to act later. The

communicate must lead these customers to take the final step,

perhaps by offering the product at a low price, offering a premium

or letting consumers try it out.

In case of Amul icre cream, it is offering the discount on Tricone

Rs. 3/- off and on Brick One+One scheme.

Factors in setting the promotional mix:

Companies must consider several factors in developing their

promotion mix: types of product market, consumer’s readiness to

make a purchase and stage in the product life cycle. Also important

is the company’s market rank. Market leaders derive more benefits

from advertising than from sales promotion. Conversely, smaller

competitors gain more by using sales promotion in their

promotional mix.

Type of product market:

As Amul is more into the consumer market, it spends on sales

promotion advertising personal selling and public relations. For

Business market it spends on personal selling, sales promotion,

advertising and public relations.

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Buyer-readiness stage: Promotional tools vary in cost

effectiveness at different stages of buyer readiness. Advertising &

publicity play the most important roles in the awareness building

stage. Customer comprehension is primarily affected by

advertising and personal selling. Customer conviction is influenced

mostly by personal selling. Closing the sale in influenced mostly

by personal selling and sales promotion. Reordering is also

affected mostly by

personal selling and sales promotion and some what by reminder

advertising.

PLC Stage: Promotional tools also vary in cst-effectiveness at

different stages of the product life cycles. In the introduction stage,

advertising & publicity have the highest cost effectiveness,

followed by personal selling to gain distribution coverage and sales

promotion to induce trial. In the growth stage, demand has its own

momentum through the word of mouth. In the maturity stage, sales

promotion advertising and personal selling all grow more

important. In the decline stage sales promotion continues strong,

advertising and publicity are reduced and sales people give the

product only minimal attention.

C: PRICE:

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A firm must set a price for the first time when it develops a new

product, when it introduces its regular product, when it introduces

its regular product into a new distribution channel or geographical

Area, the firm must decide where to position its product on quality

& price.

Setting pricing policy:

1. Selecting the pricing objective

2. Determining demand

3. Estimating cost

4. Analyzing competitors cost, prices & offers

5. Selecting a pricing method

6. Selecting the final price

1. Selecting the pricing objective:

The company first decides

where it wants to position its market offering. The clearer a firm’s

objective the easier it is to set price. A company can pursue and of

five major objectives through pricing: survival, maximum current

profit, maximum market share, maximum market skimming or

product-quality leadership.

Amul’s objective is to maximize their market share in the ice

cream industry. They believe that a higher sales volume will lead

67

to lower unit cost and higher long run profit. They set the lowest

price, assuming the market is price-sensitive. The following

conditions favors setting a lower price.

The market is highly price-sensitive and a low price.

Production & distribution costs fall with accumulated

production experience and

A low price discourages actual & potential competition.

2. Determining demand:

Each price will lead to a different

level of demand and therefore have a different impact on a

company’s marketing objectives. In the normal case, demand and

price are inversely related: the higher the price, the lower the

demand. Ice cream today has become the sweet dish earlier it was

considered as luxurious commodity.

3. Estimating costs:

Demand sets a ceiling on the price the

company can charge for its product. Costs set the floor. The

company wants to charge a price that covers its costs of producing,

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distributing and selling the products, including a fair return for its

effort and risk.

Amul is offering its retail chain differentiated marketing offers in

which it is trying to adopt their offers and terms to different

buyers. Thus a manufacturer will negotiate different terms with

different retail chain. One retailer may want daily delivery to keep

the stock lower while another may accept twice a week delivery in

order to get a lower price. The manufacturers cost will differ with

each chain and so will its profits. Recently Amul is offering its

retail chain a scheme called Bulk order purchase in which a retailer

gets additional profit margin of 19% on the purchase of Rs. 1900/-

or more.

4. Analyzing competitors cost, prices & offers:

Within the range of possible prices determined by

market demand and company costs, the firm must take the

competitors cost, prices and possible price reactions into account.

For e.g. On Amul Bricks 2 L schemes are offered (1) 25% extra &

(2) 1+1 free.

5. Selecting a pricing method:

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Given the three C’s – the

customers demand schedule, the cost function and competitor’s

prices, the company is now ready to select a price. There are seven

price setting methods: market up pricing, target return pricing,

perceived-value pricing, value pricing, going-rate pricing, auction-

type pricing and group pricing.

Amul has adopted value pricing in which they with loyal

customers by charging a fairly low price for a quality offering. In

case of Amul it is offering Real Milk Real Ice Cream and several

other schemes like 1+1 on Bricks (on 750ml Brick) and 25% extra

on 1ltr Brick of Vanila.

6. Selecting the final price:

Pricing methods narrow the range

from which the company must select its final price. In selecting

that final price the company must consider additional factors,

including psychological pricing, gain & risk-sharing pricing, the

influence of other marketing mix elements on price, company

pricing policies and the impact of price on other parties. In case of

Amul the influence of other marketing mix elements set the final

70

price, the final price must take into account the brand quality and

advertising relative to competition.

D: PEOPLE:

As most of the services are provided by people, the

selection, training and motivating employee can make a huge

difference in customer satisfaction. Ideally employees should

exhibit competence, a caring attitudes, responsiveness, initiative,

problem solving ability and goodwill. These days Amul also has

started taking employees having these qualities in them to achieve

their objectives.

E: PHYISICAL EVIDENCE:

Companies also try to demonstrate

their services quality through physical evidence and presentation.

In this training we were given dsds of opportunity to demonstrate

& give presentation of the HADF scheme offered by the Amul.

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WHAT AMUL IS SEGMENTING & TARGETING

Segmenting:

The strategy point for discussing segmentation is

mass-marketing. In mass marketing, the seller engages in the mass

production, mass distribution and mass promotion of one product

for all buyers. The agreement for mass marketing is that it creates

the largest potential market which leads to the lowest costs, which

in turn can lead to lower prices or higher margins. Consumers have

more ways to shop: at malls, multiplex, specialty shops,

superstores, departmental stores & local shops also.

There are four levels: Segments, Niches, Local areas &

Individuals.

72

In reference with Amul Ice Cream they are segmenting level

segments. A market segment consist of a group of customers who

share a similar set o wants.

The marketer does not create the segments, the marketers task

is to identifying the segments and decide which one(s) to target.

For e.g.: There are people who like to have only candies or milk

bars or cones or cups or bricks. Amul Ice Cream is creating a more

five-tuned product or service offering and pricing it appropriately

for the target segment.

Patterns of Market Segmentation

Here we will consider segment-centered

marketing. Marketing segments can be built up in many ways. One

way is to identify preference segments. Suppose ice cream buyers

are asked how much they value sweetness and creaminess as two

product attributes. Three different patterns can emerge:

1. Homogeneous preference:

Shows a market where all the consumers have roughly the same

preferences.

2. Diffused preference:

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At the other entrance, consumer preferences may

be scattered throughout the space, indicating that consumers vary

greatly in their preferences.

3. Clustered preference:

The market might reveal distinct preference clusters.

In reference with Amul Ice Cream, the pattern of market

segmentation is Homogeneous preference as they are

manufacturing Ice Cream in best proportion of sweetness &

creaminess.

Market Targeting

Once the firm has identified its market-segment

opportunities, it has to decide how many and which ones to

target.In evaluating different market segments, the firm must look

at two factors: the segments overall attractiveness and the

company’s objectives & resources. Does a potential segment have

characteristics that make it generally attractive such as size,

growth, profitability, scale economies and low risk? Does investing

in the segment make sense given the firms objectives,

competencies and resources? Some attractive segments may not

74

mesh with the company’s long-run objectives, or the company may

lack one or more necessary competencies to offer superior value. \

Having evaluated different segments, the company

considers five patterns of target market selection.

1. Single-segment concentration

2. Selective specialization

3. Product specialization

4. Market specialization

5. Full market coverag

In reference with Amul Ice Cream, it has selected to go for product

specialization. The firm is making certain product that it can be

sold to several segments.

Ice

Cream

Candies Cones Cups Bricks Kulfi

4 4 4 4 4

What Amul Ice Cream is positioning?

Positioning is not what you do to a product, positioning is what

you do to the mind of the prospect that is you position the product

in the mind of the prospect.

For eg: Real Milk Real Ice Cream.

75

Data analysis & data interpretation

MARKET SHARE OF AMUL ICE-CREAM:

AMUL 30%

MOTHER DAIRY 25%

VADILAL 20%

OTHERS 25%

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AMUL feels that its share in the ice-cream market nationwide

certainly estimated at 18 million tones. GCMMF has beaten

KWALITY WALLS in ice-cream market .GCMMF ice –cream

business has sold 16 million cities growing at arround 50% .

AMUL claims it has inched closer to market share. Amul share

was 30% while that of Mother Dairy was 25%. AMUL simply

means “VALUE FOR MONEY” and QWALITY . Amul means a

range of superior products consumed by every age group and a

favrite in every part of the country.

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AMUL lack in their distribution network and promotional

strategies as their competitors are strong among in this area like

mother dairy, kwality walls, they have to take strong step in this

regard.

AMUL has the good potential market with competitive pricing

policy.

AMUL has the threat with other competitors in respect of verities

and pricing.

1 Which company has a good product range?

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INTERPRETATION

According to my survey, I observed that 27% customers thinking

that amul product has good product range available in the market.

2 Are you satisfied with the quality of product?

79

INTERPRETATION

According to my survey, I observed that 45% of amul product

customer is satisfied with the quality of product.

3 Are you satisfied with the price of product?

80

INTERPRETATION

According to my survey, I observed that 45% of customer is

satisfied with the price of amul product.

4 Which company has a good advertisement policy?

81

INTERPRETATION

According to my survey, I observed that 27% of amul product are

available in the market.

5 Which company is providing good scheme?

82

6 Which type of problem you face in purchase time?

83

6 Which company has better packaging ?

84

8 Which brand of ice- cream you like most?

85

INTERPRETATION

According to my survey, I observed that 30% of people likes amul

ice-cream.

9 Which company’s product are easily available in the market?

86

INTERPRETATION

According to my survey, I observed that 27% of amul product are

available in the market.

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SUGGESTIONS BY RETAILERS REGARDING

AMUL

Maintain the quality as Amul has been providing to the

customer. The quality should be sustainable so that people

get the better quality and service.

Amul is pure in quality as well as fresh also.

Amul has good quality comparatively to Mother Dairy, but

its service is not satisfactory. Service is mostly not on time in

evening.

Amul’s non availability of push cart is effecting the sale,

because when someone want to purchase it they do not get it

near their house and push cart also affect the retailer sells.

The retailer also complain about the promise of the company.

According to them they are not getting timely replacement

which decrease their fate on the company. Due to fear of

malting they do not store it.

And because of this reason the retailers take limited ice

cream so that they could sell it in the night only.

So provide timely replacement we can motivate them to stock

the ice cream in bulk which can be use when supply will be

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late. Mostly distributor use 2-3 people for these type of work

which is not sufficient for such kind of work.

Try to better the performance of the product.

Advertisement should be proper, specifically in NCR, to

create more awareness.

Improve the availability / service in the local market.

Amul All ice-cream product rage is not available in summer

time so other company ice –cream sale more than. we have

request company focus the product rage.

Ice-cream packaging box’s less county item.

That time summer season but not given the sachem company

Company hoding broad ,advertisement item ,is not enough

so please company focus the publicity .

There are retailer is a told amul ice-cream sale is good by

other company point of view.

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SWOT ANALYSIS

STRENGTH

Amul is a famous and old brand and its products are

preferable by all over India. It has Brand Equity.

Quality of Amul is high class and each product is made

from best resources. Amul is a symbol of a proven model

for dairy products.

Amul ice-cream is very cheap to the competitor.

WEAKNESS

Distribution channel of Amul ice-cream is weak and not

effective in most of the parts of NCR. Late delivery of ice-

cream and other products are not supplied properly like

Butter, Mattha etc.

Lack of product availability, which is in demand.

Late supply of ice-cream is a great obstacle in its success.

Amul ice-cream packing creates confusion to the mind of

consumer like some packet contenting manufactured by

mother dairy. Actually the mother dairy is the plant of

amul which is in Gujarat.

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OPPORTUNITIES

Amul has great market potential in the near future because

of its brand name, quality and its capability to supply

uninterrupted ice-cream.

Demand could be increased by improving quality and

providing supply in the evening and also improving the

service in morning.

Advertisements are required to create awareness about

Amul ice-cream.

THREATS

The biggest threat is its biggest competitor, Mother Dairy,

which has a good market share and also famous among

local retailers and consumers, being a local brand.

There is also the threat of upcoming competitor kawlity walls.

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Recommendations

Company should develop a results-driven marketing plan.

Company should create a profit-producing marketing

budget, advertising budget.

Company should launch a retail advertising program.

Company should choose a excellent advertising media and

determining which will produce the most cost-effective results,

creating advertising that builds product awareness.

Company should evaluate time to time advertising results,

locating and acquiring new customers.

Company should expand their market and quantify their

sales goals and sales projections.

Company should know how to get valuable free publicity

with press releases, using signage as an effective marketing tool,

Amul should invest more on advertisement for ice-cream

on T.V.

Amul should allot some more distributors because the market has

a large potential but due to lack of distribution, some retailers are

dis-satisfied.

It should give advertisement on T.V. , Radio & News Paper.

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It should provide pushcarts near schools & markets for easy

availability of ice-cream.

They can give some road shows related to importance of

amul ice-cream i.e. how it is better from other ice-creams.

Amul should provide some gifts to those retailers who selling

more ice-cream.

Ice-cream can be advertised in bus stops, movie theaters

during the interval session.

Company should give special offers to retailers frequently.

Company should expand their business throughout the small

towns.

Company should open exclusive amul parlors and outlets in

big shopping malls for promotion in higher segment.

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Conclusion

From the above research it can be concluded that amul is a

biggest brand in ice-cream since its inception in 2010 due to its

marketing strategies in rural and urban sectors.

It is a privilege to dealers to keep amul ice – cream in their

outlets.

The punch line- THE TASTE OF INDIA has created a great

impression to the consumer in rural and urban sector as well.

It has created a revolution in the production of milk in India.

Amul ‘The taste of India’

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BibliographyBooks

Kotler P., (2000), “Marketing Management”, Millenium

Edition, Prentice Hall of India, New Delhi.

Magazines

Business Today

Business World

Newspapers

The Economic Times, 23rd Dec., 2006.

The Business Standard, 27th Nov., 2006.

The Hindustan Times, 15th Nov., 2006.

Online Sources

www.google.com

www.indiainfoline.com

www.unilever.com

www.paradise.com

www.slideshare.com

www.amulicecream.com

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QuestionerSHOPE NAME…………………………………… ADDRESS …………………………

PH.NO………………………………………… …………………………………….

1 Which company has a good product range?

Amul Mother Dairy Other

2 Are you satisfied with the quality of product?

Yes No can’t say

3 Are you satisfied with the price of product?

Yes No can’t say

4 Which company has a good advertisement policy?

Amul Mother Dairy vadilal kwality wall’s

5 Which company is good scheme provide?

Amul Mother Dairy vadilal kwality wall’s

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6 Which type of problem you face in purchase time?

Price Problem Flavors Problem Other Problem

7 Which company has a better packaging ?

Amul mother dairy vadilal kwality wall’s

8 Which brand ice- cream you like most ?

Amul mother dairy vadilal. Kwalitywall’s

9 Which company product easily available in the market?

Amu Mother Dairy vadilal Kwalitywall’s

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Gujarat Cooperative Milk

Marketing Federation,ltd.

Head

Offic

e

:- Gujarat Cooperative Milk

Marketing Federation,

PO Box 10, Amul Dairy Road, Anand 388 001,

Gujarat, India.

24/1, D Block, Institutional Area, Janakpuri, New

Delhi-110058.

Ph.

No.

(+91) (2692) 240070, 258506, 258507, 258508,

258509

Fax

no.

(+91) (2692) 240208, 240185

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Sumbited By:-

KUMAR GANGESH GUNJAN

SINGH

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