Amul vs Baskin Final Ppt

7/29/2019 Amul vs Baskin Final Ppt

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SUBJECT : STRATEGIC MANAGEMENTComparative Study of Amul and

Baskin Robbins


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NAME OF GROUP

MEMBERS

POOJA KHANVILKAR 36

MIZBA KHAN 65

PRAMOD PRAJAPATI 78

ANIS GILANI 46

SANTOSHI AHIR 27

SHEREEN KHILJI 61

MUSTAFA PETTIWALA 34

JOBIN JACOB 79


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ICE CREAM INDUSTRYIN

INDIA

The ice cream market growth in India picked up after de-

reservation of the sector in 1997

Total size of Rs 15-16bn, around 30-32% is in the hands

of organized sector and rest all is with the unorganizedsector

Shown an annual growth ranging from 15- 20% per

annum

Almost 40% of the ice creams sold in the country are

consumed in the western region with Mumbai being the

main market, followed by 30% in the north and 20% in

the south


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Amul Ice Cream waslaunched on 10th

March, 1996

It is managed by Gujarat Co-operative

Milk Marketing Federation Ltd.(GCMMF).

The Amul Pattern hasestablished itself as a uniquelyappropriate model for ruraldevelopment.

Amul has spurred the WhiteRevolution of India.

It is also the Indias biggest

ice cream brand.


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Baskin-Robbins is a global chain of ice cream parlours founded by Burt

Baskin and Irv Robbins in 1953, from the merging of their respective ice

cream parlours, in Glendale, California.

In 1945 Irv Robbins

opens Snownbird ice

cream shop in glendale

california .

In 1946 Burt Baskin

opens Burtons ice

cream shop in

pesandena california.


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INTERNALENVIRONMENTVisions

Missions

Marketing Mix


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Liberate our farmers fromeconomic oppression andlead them to prosperity

VISION

Dairy cooperatives ofGujarat turnover ofRs. 27000 crs by the

year 2020

MISSION


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The BEST PREMIUM

ICE CREAM PLAYER

VISION

exist to thrillcustomers, defineand lead multi-branding, enrich

stakeholder, andbuild powerfulbrands!

MISSION


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PR

ODUCTS


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PRODUC

TS


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Amuls philosophy had all along been to

deliver value for money to its

customers. Despite being priced

economically, Amulmaintained itsproduct quality.

Baskin-robins way of pricing is premium pricing that

means using a high price where there is uniquenessabout the product.

The quality they provide is very high which will

match the price.

PRICE


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PLACE

Amul ScoopingParlours

caterers canteensrestaurants

retail shops Amul PreferredOutlets Hotels

vending pushcarts


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PLACE

MALLS Outlets Hotels

EVENTS


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Amulsadvertising philosophy had been to be simple,

fresh innovative. The clean, emotion-based ads refrained from using hi-tech

special effects, and aimed at maintaining the perfect balance between the

traditional and the

modern.


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Baskin-Robins not only sell the product but also sell the fun. Their

promotion says We sell fun, not just ice cream. They also do in-store

promotion campaign and also do all sort of promotional activities like grand

opening activities, direct mail campaign, Birthday club email marketing and

they advertise in television and in online.


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EXTERNALENVIRONMENT

Micro

Environment

Macro

Environment

Suppliers

Customer

Marketing

Intermediaries

Economic

Political-

Legal

Social

Technological


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FARMER

Village Co- Operative SocietiesCompany engages master

franchisors & franchises

Suppliers

Selected number of suppliers

to maintain quality standards

Milk Processing Units


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MARKETSEGMENTATIONIt targets markets are mostly age and income based Amul

have created many sorts of ice creams to cater all group.

It has pro biotic sugar free ice cream which aimed to hit

diabetic customer and the people aged than 45

Amul targeting upper class, middle class, lower class

income group people by selling ice cream in stick at low cost.


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MARKETSEGMENTATIONIt targets markets are mostly age and

high income based

There is no target as such. All segments

categories are welcome here


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POSITING

Real Milk.Real Ice Cream


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We sell fun,not just ice cream.


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MARKET SHAREOF ICE

CREAM BRANDSIN INDIA


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MARKETING INTERMEDIARIES

Distribution network in

more than 800 towns

Amul Utterly Deliciousparlours which is run by

the company or its

wholesale dealers

406 Outlets all over India

All these outlets are franchisee

run and managed


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MACRO ENVIRONMENT

ECONOMIC

The Per capita

consumption level is low,

Hence is better for Amul to

introduce with the lowpricing products

The Baskin Robbins target the

upper class and upper middle

class target audience, Hence the

pricing do not much play an

essential factor for the product


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POLITICAL- LEGAL

Creating products as per

quality standardsTo encourage the FDI

investment in India

Price ceiling

Free trade agreement


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SOCIAL

Its very essential for the

company to provide a

quality product in the price

range for the targetaudience

Providing a best quality

product is the main motive of

Baskin Robbins


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TECHNOLOGICAL

Quality controltechnologies like ISO, TQM,

HACCP (Hazard Analysis

and Critical Control Points)

Able to connect both

sides of the supply chain

by using GIS (Geographic

information system)

By better means of technology

Baskin Robbins concentrate more

on provide a better quality to

there customer

Technology has increased the

franchisee level in five star

hotels, Malls, Events and Airports


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VALUECHAINANALYSIS

INDUSTRY ANALYSIS:


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INDUSTRY ANALYSIS:

PORTERS 5 FORCES

Competitive

Rivalry is high

due to other

brands & Local

Players

Threat of newentrants is high

because there

is no entry

barriers

Bargaining power of

suppliers is low

because the

suppliers are rural

milk producers

Threat of substitutes

is high because of

availability of other

product

Bargaining

power of

customer is

high because of

various

competitors


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SWOT ANALYSIS


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STRENGTH

Good product range

Good quality and packaging

Effective ad campaign

Brand image

Strong brand awareness

Baskin-Robbins has over 5,000

global locations in over 40 countries

and we are continually opening new

franchises.

More than 1000 flavours of ice-cream in the library include low fat

and no sugar ice-cream.

Provide several services for

different age group


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WEAKNESS

Need to focus on other

products as well Not all branches offer the sameproducts.

The customers might not be able

to buy their favourite ice cream

flavour at all branches in their area.

Quite expensive

Its difficult to open their own

Baskin-Robbins ice cream parlour


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OPPORTUNITY

High End ice-cream

Tie-up with food chains

Mobile vans for better

visibility

The increasing demand

for fast food and ice

creams among the young

people is an opportunityfor the company.


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THREATS

Kulfi in rural markets

Local ice creams and sweet

dishes

The dairy products related

diseases like mad cow is a threatfor the company, especially for itsice cream products

The change in culture andlifestyles as well as changingtrends of healthier food canaffect the sales of the company

The economic recession isanother threat as it has affectedthe sales of the company badly


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Amul Bussiness StrategyDeveloping demand

Limited purchasing power, modest consumption levels

A low-cost price strategy products

The distribution networkDry and cold warehouse

Cash transaction throughout the supply chain

JIT improves dealers returns on investments (ROI)

Umbrella brandCommon brand for most product categories

Third party service providersCore is milk processing , production of dairy products

logistics of milk collection, distribution of dairy products,

sale of products through dealers and retail stores


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Short term Strategies

Maintain constant intervals in advertising

Sponsoring in community events

Loyalty programs

Long term Strategies

Increasing number of outlets

Getting in the supermarkets


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very good strategy of sellingtheir products

Products are available for allmost all the segment

AMUL caters to all segmentsand more popular in India

Amul has to mainlyconcentrate to improve theirproduct variety. Number offlavors in AMUL is lesscompared to Baskin Robbins.

Conclusion

caters only to premium and

elite customers

diversification related to its

core product i.e. ice cream

attracting the middle class

audience in India

They can even distribute their

products to retail outlets

AMUL BASKIN ROBBINS


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Amul vs Baskin Final Ppt

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