Presentation on Promotional Scheme of

Amul Ice-Cream 

Submitted By:-

Name: - Prashant kumar Roll No: - M -35Batch: - 2012 – 2014

  

  

 Under The Guidance ofProf . Kamaljeet sodhi(Faculty Member)

  

  Galgotias business school Knowledge Park111, Greater Noida - 201306 (U.P)

Under The Guidance ofManoj Kr. Shukla(Industry Guide)Amul

OBJECTIVE

To increase the no of outlets of Amul IceCreams.

To analyse the retailers perception about Amul IceCreams.

To find out competitive edge over competitors.

To analyse the market size of IceCreams. To study the consumer preference about different IceCream

companies.

Scope Of The Study To ascertain the problem faced by the company while

increasing retail outlets.

To increase the outlets by analysing feed back given by interviewer(including existing and non existing outlets).

Analysing the pricing strategies followed by rivals.

The study will help company in providing information about current competitive position of Amul IceCream in markets.

Introduction to Organization Gujarat Coperative Milk Marketing Federation(GCMMF),has

great succees storywith Amul brand. Amul brand of IceCreams is expected to contribute Rs 250cr

to the turn over up from Rs 150cr last year. Amul is launching new products in almost every line that are

in, with specific stress on IceCreams. Amul recently firmed up plans to invest Rs100-120 cr to

expand this from 1.1 million ltr a day to 1.8 million ltrs at Gandhi Nagar factory.

Amul is now focussing on its supply system.efforts are on to ensure greater availability of Amul IceCream at push cart and small outlets.

GCMMF is the largest producer of dairy products in Asia,it has over26 products ranging from Amul butter,Amul Spray,Amul Lite,Amul cheese,Gulab Jamunand Amul Frozen Pizza.

The federation has distribution network comprising more than 2700 whole sale dealers and over five lakh retail outlets.

Amul Products Amul Kool Milk Shake

Amul Kool

Amul Kool Café

Kool Koko

Nutramul Energy Drink

Amul Kool Chocolate Milk

Amul Kool Flavoured Bottled Milk

Amul Kool Flavoured Tetra Pack 

Amul Masti Spiced Buttermilk

 

 

Research methods

Research methods was divided in two parts A andB. In part A research is conducted by visiting to various non

existing outlets of Amul and asking them about Amul IceCreams and whether they would keep Amul Icecreams.

In part B research was conducted by visiting to the various existing Amul’s outlet and know about the placement of old and unsold stock and services of Amul.

Sample procedure

The process adopted for sampling was based on judgemental sampling. HYPOTHESIS:   Ho1 --- There is no significance difference between the price of Amul Ice-cream and it’s

competitors. Ho2 --- There is no significance difference between the product quality of Amul Ice –cream

and it’s competitors. Ho3 --- There is no significance difference between the company’s scheme of Amul ice –

cream and it’s competitors. Ho4 --- There is no significance difference between the services provided by Amul and it’s

competitors. Ho5 --- There is no significance difference between the availability of Amul Ice – cream and

it’s competitors. Ho6 --- There is no significance relation between the taste of Amul ice cream and its

competitors. Ho7 --- There is no significance difference between the packaging of Amul ice cream and its

competitors. Ho8 --- There is no significance between the flavor of Amul ice cream and its competitors.

Findings

  After analyzing all the data given by shopkeepers we found certain

key findings that is very important for our project.

  1. Most of the retailers are interested for keeping Amul Ice Cream. 2. Retailers are not satisfied with the services provided by the

company. 3 .Most of the retailers like to keep deep freezer on installment basis

and security basis. 4 .Cone and Party packs are sold most. 5. The sale of ice cream is higher in evening. 6 .The full varieties of flavor are not available on regular basis.

7. Prices of Amul ice cream are almost as par customers need. 8. Margin in Amul ice cream is very high. 9. People were highly satisfied with product quality of Amul. 10. Although Amul has opened numerous outlets it is seen that distributors are

finding it difficult to deliver supplies in the stipulated time leading to retailer in

convenience. 11. It was found that many deep freezers had developed technical snags and

service personal was late in rectifying them. This created a negative rapport in mind

of the retailers. 12. Retailers are unsatisfied with the replacement of unsold Amul ice cream. 13. Distributors could not provide all type of varieties because of less stock

RECOMMENDATION: 

  Relationship with retailers and company should be kept under a close watch Salesmen should be given the responsibility to handle the retailer’s

grievances Orders by the retailers should be executed in a proper manner to avoid

irregular availability. Low security and easy installment should be given on deep freezer. Promotion activities should take into consideration in two different ways a)

Company should associate themselves with social events, b) Company should use electronic as well as print media for their advertisement.

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.

CONCLUSION 

  There is an ample scope for ice cream making companies do

progress in this lus green environment. The market size is increasing day by day and the demand for new flavors are arising. The companies like HLL, Cream Bell, Vadilall, and Mother Dairy are trying to capture more market share with their new ideas and plan. As per Amul is concern the company should become liberal on his policies. Amul market share in central Delhi is high but for maintaining the growth rate it should give the retailers more facilities for opening of new outlets and running successfully. The company also needs a proper distribution network for availability of products at demand.