amul ice-cream harry

7/21/2019 Amul Ice-Cream Harry

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MARKETING STRATEGY OF AMUL ICE-

CREAM

OF

Under the guidance of : Mr. Akshay ,singhMr. P. Mudgal (In charge Ice Cream Division)

Mr. Amit arg (!e"orting O##icer)

$%&MI''D &* $%&MI''D 'O*

M!. +A!D!A -r.ADA

&.&.A./rdA! Mr. A-$+A$I+

!O00.O.12232


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SYNOPSIS

This project has been completed in Amul (i.e. Anand milk union

Limited)

Ice Cream. The purpose of this project was to strengthen the

infrastructure of Amul ice-dream to increase the sale in respectie area

i.e. east !ha"iabad Cit#. The main task was to open new outlet for

Amul Ice Cream and the project titled is OBJCTIVE TO INCREASE

THE SALE OF AMUL ICE-CREAM THROUGH RETAIL PENETRATION

& HADF BOOKING$

%hich can be also named as &A' (&amara Apna 'eep ree"er).

It consists of conincing retailers to subscribe to Amuls free"er. The

methodolog# consisted selection of outlets on subjectie basis. It

depended on the description of the trainee.

The objectie was to proide infrastructure for the ultimate gole of Ice

Cream selling

The project also aimed at keeping the competitors under control.


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CONTENTS

1. INTRODUCTION

2. COMPANY PROFILE

3. CHAIRMAN SPEECH

4. AMUL PRODUCTS

. SALES REPORT

!. MARKET RESEARCH

". COMPETITORS ANALYSIS

#. RECOMMENDATION$SUGGESTION

%. CONCLUSION

1. BIBLIOGRAPHY


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INTRODUCTION

A*+L is the largest co-operatie in India. It is also known as GUJARAT

CO-OPERATIVE MILK MARKETING REDERATION LTD 'GCMMF

LTD(.

!ujarat Co-operatie *ilk *arketing Limited produces a wide range of

milk products like ,utter Lite ,utte laored milk kimmed milk

*asti 'ahi /aneer and Ice Cream etc. And these entire products are

aailable in the market with the brand name 0Amul$. In the market

Amul has also got nickname i.e.$ ,+TT12-3I4! $ which shows that

Amul is the market leader in ,utter is the onl# product which is also

called as the backbone of Amul. &ere the ubject of stud# is Ice Cream.

After #ears of market research and anal#sis Amul found that there is a

large for Ice cream in Indian market. And 5nall# in #ear 6776 Amul

launch it Ice-cream where the market leader like &LLs 8ualit# %alls

9adilal were alread# pla#ing in market with the some other local brand

of respectie area. ,ut due to the brand image of Amul it gets a

platform for successful launch with a wide range of product. /resentl#

Amul claims to be the


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rontrunner in the ice : cream business. It has been able to create large

customer bases that will consume nothing but Amul when it comes to

Ice :cream.

Amul means $/riceless$ in anskrit the brand name 0Amul$ from the

anskrit Amoul#a was suggested b# a ;ualit# control e?@ Amul

,utter Amul *ilk /owder Amul !hee Amul spra# Amul Cheese

Amul Chocolates Amul hrikhand Amul Ice-cream 4utramul Amul *ilk

and Amul#a hae made Amul a leading food brand in India (Turnoer 2s.

6> billion in 677?). Toda# Amul is a s#mbol of *an# Things of high

;ualit# products sales at reusable price of the genesis of a ast co

operatie network of the triumph of indigenous technolog# of the

marketing sure# of farmers organi"ation and of proen model for dair#

deelopment.


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GUJARAT COOPRRATIVE MILK MARKETING FEDRTION

GCMMF) A* O+,+,/

!ujarat Cooperatie *ilk *arketing ederation (!C**) is an Indias

largest food product marketing organi"ation. It is a state leel ape 5/,,5()

Amul hrikhand (*ango aEron Almond /istachio Cardamom)

Amul Amrakhand

Amul *ithaee !ulabjamuns

Amul *ithaee !ulabjamun *i


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M:? P8/;,5)

Amul ull Cream *ilk /owder

Amul#a 'air# %hitener

agar kimmed *ilk /owder

agar Tea and CoEee %hitener

$?eetened Condensed Milk*

Amul *ithaimate weetened Condensed *ilk

Fresh Milk*

Amul Taa"a Toned *ilk FG fat

Amul !old ull Cream *ilk @G fat

Amul hakti tandardi"ed *ilk FG fat

Amul mart 'ouble Toned *ilk =.HG fat

C; P8;>5)

Amul *asti 'ahi (fresh curd) Amul ,utter *ilk

Amul Lassee

A: I>, >,5)

R8=: T, R*,

2ajbhog

Cappuchino

Chocochips
http://www.amul.com/powder-milkpowder.htmlhttp://www.amul.com/powder-dairy.htmlhttp://www.amul.com/powder-skimmilk.htmlhttp://www.amul.com/powder-coffee.htmlhttp://www.amul.com/cooking-mithai.htmlhttp://www.amul.com/fresh-tazza.htmlhttp://www.amul.com/fresh-gold.htmlhttp://www.amul.com/cooking-mastidahi.htmlhttp://www.amul.com/icecream/royal.htmlhttp://www.amul.com/powder-milkpowder.htmlhttp://www.amul.com/powder-dairy.htmlhttp://www.amul.com/powder-skimmilk.htmlhttp://www.amul.com/powder-coffee.htmlhttp://www.amul.com/cooking-mithai.htmlhttp://www.amul.com/fresh-tazza.htmlhttp://www.amul.com/fresh-gold.htmlhttp://www.amul.com/cooking-mastidahi.htmlhttp://www.amul.com/icecream/royal.html


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,utterscotch

Tutti rutti

N-8-M* R*,

3aju 'rakshi

3esar /ista

2oasted Almond

3esar Carnial

,adshahi ,adam 3ul5

hista /ista 3ul5

U5+ R*,

Anjir

2oasted Almond

S@:= D,:>85 R*,

9anilla

Choco trawberr#

/ineapple

2ose

Chocolate

N,5 T,

Alphanso *ango

resh Litchi

Anjir
http://www.amul.com/icecream/nutomania.htmlhttp://www.amul.com/icecream/utsav.htmlhttp://www.amul.com/icecream/simply.htmlhttp://www.amul.com/icecream/nature.htmlhttp://www.amul.com/icecream/nutomania.htmlhttp://www.amul.com/icecream/utsav.htmlhttp://www.amul.com/icecream/simply.htmlhttp://www.amul.com/icecream/nature.html


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resh trawberr#

,lack Currant

S*;, R*,

*ango

,lack Currant

Chocolate

trawberr#

M::,** I>,->,

Cheese with Almonds

'ates with &one#

trawberr#

M:? B5

Chocobar

*ango 'oll

2aspberr# 'oll#

hahi ,adam 3ul5

hahi /ista 3ul5

*awa *alai 3ul5

!reen /ista 3ul5

C88: C*;,5

range *ango

C55

T>8*, C8*,5

,utterscotch
http://www.amul.com/icecream/millenium.htmlhttp://www.amul.com/icecream/millenium.html


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Chocolate

M,, A:8*; C8*,

F85?

F la#er chocolate ,ar

F*;88 R*,

e88@ F F,, F8,* D,55,

9anilla

,anana

*ango

/ineapple

&ealth D Isabcool

C78>8:, & C8*9,>8*,=)

Amul *ilk Chocolate

Amul ruit 4ut Chocolate

Amul 1clairs

B8/* B,+,,)

4utramul *alted *ilk ood

R,;= 8 S,+, S8@5)

*asti Tomato oup

*asti &ot our oup
http://www.amul.com/desserts-chocolates.htmlhttp://www.amul.com/desserts-chocolates.htmlhttp://www.amul.com/desserts-chocolates.htmlhttp://www.amul.com/healthy-nutramul.htmlhttp://www.amul.com/desserts-chocolates.htmlhttp://www.amul.com/desserts-chocolates.htmlhttp://www.amul.com/desserts-chocolates.htmlhttp://www.amul.com/healthy-nutramul.html


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ICE CREAM

Amul ice cream is made from milk and milk products sugar

stabili"ers emulsi5ers.

COMPOSITION)

*ilk fat =F.HG to =?.HG

Total solids ?7G to ?=G

urer =HG ApproG

/rotein F.>G to ?.=G

F88; E*,= +:,:

Calories per =77 ml -=>@.B kcal

P>?*:

H7 ml cup=77 ml cup H77ml cup= litre pack ? litre pack

chocobar ice candies cones and kul5ers.


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S@,>: 9,,5

9arious erities of ice cream can be made from the basic mi< b#

addition

f re;uired amount of permissible colors and Jaours nuts would be

used for making premium erities of ice cream.

P8;> 5@,>6>8*

/roduct meets ,I speci5cation.

GCMMF BUSINESS PHILOSOPHY

To sere the interests of milk producers.

To proide ;ualit# products to consumers : alue for mone#.

INDUSTRY STANDING

Indias largest food products marketing organi"ation with an

annual turnoer of oer 2s. 6B77 crores.

*arkets popular brands Amul and agar.

Indias largest e


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OUR VALUES

Customer rientation.

Commitment to /roducers.

,elongingness.

Co-operation.

/ride in rgani"ation.

1mplo#ee atisfaction.

Integrit#.

1


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oer =77 sales oKces BH77 stockiest coering at least eer# talk

head;uarter town sericing nearl# n= million retail outlets with a sales

turnoer of 2s.=7777 crores (=77 ,illion) and sering seeral

cooperaties.

!C** shall also create markets for its products in the neighboring

countries.


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CHAIRMAN SPEECH

C7*5 S@,,>7) 37 A**: G,*,: B8;=M,,* 8* #7 J*, 24

Adopted at their meeting held on th Mune 677? for presentationat the F7th Annual !eneral ,od# *eeting

!entlemen

I am happ# to welcome all of #ou to this F7thAnnual !eneral ,od# *eeting of #our

ederation. Thirt# #ears ago the milkproducers of !ujarat had come together anddecided to create their own organi"ation toenhance the marketing capacit# of the dair#cooperatie moement. Looking back I thinkwe can agree that the# showed remarkableforesight in creating their own marketingorgani"ation. That is in no small part because this organi"ationhas deliered results - continuousl# beating competition of eer#t#pe in the dair# business. This has been achieed at the leastpossible cost ensuring the bene5ts reach both producers and

consumers.

As #ou all know Amul was founded on a sound business modelDproiding ;ualit# products to consumers at an aEordable price.The /undits hae described our model as Nalue for mone#N and ithas been adopted b# a number of companies. %hile imitation ma#be Jatter# most other organi"ations fail to understand that Naluefor mone#N is not just about low prices - it means oEering the best;ualit# products at the most reasonable price. As a cooperatieour faith re;uires that we safeguard the interest of both our majorstakeholders - the farmers - and the consumers whose lo#alt# isessential to our continued success.

As I look forward I foresee business opportunities e


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Income in the hands of consumers has more than kept pace. Theresult is that our domestic market has been e


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Oou will bepleased to know that #our ederation has grown substantiall# inboth olume and alue terms in the last #ear. That we hae grownb#

er 2s.?F7 crores in the dair# line highlights #our ederationPsersatilit# and robustness. The icing on the cake has been a morethan =H percent Increase in our farmersP returns.

I now am pleased to present to #ou #our ederationPs Annual2eport and Audited Accounts for the #ear 677F-677?.

MILK PROCUREMENT

Total milk procurement b# our *ember +nions aeraged H=.=Flakh kilograms per da# a marginal decline from H6.FH lakhkilograms per da# achieed in 6776-677F. &oweer the goodmonsoons e


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*iH *ilk Area 'istribution Agents also isited

Anand for Amul Oatra. 'istributors hae further enhanced theirinfrastructures in terms of installation of cold storagearrangements enhanced bank guarantee limits with ederationand introduced good ;ualit# delier# ehicles. An objectieealuation was done in the form of distributor renewal and/erformance appraisal.


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or understanding the leel of adherence to infrastructural andprocedural norms laid out b# ederation and compliance to thesame b# our'istributors a pilotinitiatie of 'istribution Audit wasundertaken for B7

%holesale 'istributors. %ith one of the strongest cold chaindistribution network in the countr# toda# ederation toda# owns=F state-of-the-art cold rooms at arious depot locations.

EPORTS

I know that #ou will be pleased to learn that we hae posted morethan H7G growth in the olume of consumer pack e


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we are a cooperatie and proud of it. This identit# gies us a italbusiness adantage and facilitates Amul brand penetration acrossthe world. It also strengthens our co-operaties b# bringing ourmembers together and closer to consumers.

Oour ederationPs achieements hae been honored at theInternational CI =77 #mposium and Award ceremon# in

Colorado prings +A where we receied the CI =77 award forits eB7 9'C celebrated 2ed Tag'a# an eEort to raise Cleanliness awareness. The +nions also


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presented awards to the 9'C that raised cleanliness standardsto the highest leels.

As a part of the ,reeding erices Improement /rogrammed*ember +nions hae continued implementation of the secondmodule of Improement in Arti5cial Insemination erices. In theillages FFB? core groups hae been trained and a decision has

been taken to eB chairmen and secretaries from 6>?? 9illage 'air#Cooperatie ocieties participated in the program.

An ongoing emphasis of our *ember +nions has been toencourage increased women milk producersP participation in their'air# Cooperatie ocieties. To deelop and enhance leadershipskills and ;ualities *ember +nions organi"ed three elf *anagingLeadership (*L) workshops at /rajapita ,rahmakumaris *ountAbu which attracted the participation of F=77 women resourcepersons along with the Chairmen and ecretaries of BH7 9'C.


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HAT THE FUTURE HOLDS

As #ou are all aware there is a stead# increase in consumere


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declined to accept such partnerships where the !oernment is inmajorit#. 1en where it was accepted the cooperaties are nowchanging their minds and reerting to the pure cooperatiemoement. I am sa#ing this not because I am happ# per sa#about the failure of the joint entures but because the leaders ofcooperaties hae understood that the# hae a greatresponsibilit# towards farmers consumers the nation. And in

honoring this responsibilit# the# hae to work hard withcommitment and sincerit#. The# should ensure the highest leel ofprofessionalism at the cooperatie leel. The# should gie theprofessionals full freedom to perform instead of interfering inoperational matters-thereb# limiting the growth of theorgani"ation. I hope that #ou would appreciate m# iewpoint andsee to it that our leaders rise to this leel of performance.

rom the #ear =>>? our unions hae been engaged in thepractice of third part# alidation of its practices. ince then wehae been awarded the I >776D6777 the &ACC/ the I =?77=

and similar marks of our e>? was an important watershed for #our ederation. Itmarked our bold fora# into the brae new world of portfoliodiersi5cation and new product deelopment. It was at this time


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when we took our 5rst steps outside the securit# of our traditionalproductsD powders butter among others. ince then we haeemerged as the food organi"ation with what ma# well representthe most diersi5ed product portfolio - ranging from ice creamand dahi to Long Life and laored milk. %e hae learnt to be onthe constant lookout for changing market re;uirements and toadapt to these changes proactiel#.

Toda# there is no doubt that we are a part of the world market. Aseer#where else the market trend in India is towards the growingimportance of fresh products. The coming #ears will seeincreasing olumes being generated from fresh milk Long Life*ilk curds and the like. ,ecause our milk procurement andprocessing capacit# is unparalleled in the countr# and the regionand because we hae a brand e;uit# that is unsurpassed in thefood business sector #our ederation is in a position to leeragethese assets to eEectiel# command the market leaderPs positionin the emerging fresh dair# products market. &oweer here too

we cannot be complacent. %e must constantl# create and updateour competencies in these products so as lead set and e


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which man# haebene5ted. Those who had scoEed at the idea of cooperation as abusiness model are toda# tr#ing to emulate it. Thankfull# weneed not be remembered for an# of the wrong reasons. Amul hasalwa#s been and remains a moement that stands for the farmer.%e hae alwa#s espoused the alues of social justice integrit#and growth with e;uit#. If Amul deseres to be remembered for

an#thing 5rst and foremost it is for the diEerence we hae madeand are making in the lies of millions of farmers. Against all oddswe hae managed to replace a million furrows of hopelessnesswith at least a faint line of the smile of hope. That line makes adiEerence. That puts the real shine on the face of India.

SALES REPORT


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$ales 'urnover !s (million) %$ = (in million)

588318; 555:9 /


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MARKET RESEARCH

!'AI0 O%'0' A!A P!O&0M FACD

MULKESHGENERAL STORE

DISTRICTCENTRE,RAJNAGAR

NO ANY SALES MAN VISITED HERE FORSELLING AMUL ICE CREAM

OM SWEETS ANDARUN CHATBHANDAR SEC.-10 RAJNAGAR IT IS NOT MORE DEMANDABLE ITEM

CHERIAN ICE

CREAM

HINT HOUSE SEC.-10,

RAJNAGAR LACK OF TAKING ORDER AND SUPPLY IN0120-3!3!

DEV SUPERGENERAL STORE

C-!,HINTHOUSE,SEC.-10,RAJNAGAR

DEMAND IS POSSIBLE IF VISIT BY THESALESMAN WITH SAMPLE

MINI SUPERBA"AR SEC.-10 RAJNAGAR THE PRODUCT IS SELLABLE IN THE MAR0120-2!#1#$

ASHISH STORE SEC.10, RAJNAGARNO ANY SALES MAN HAS VISITED WITHSAMPLE

ANAND SUPERSTORE SEC.-10, RAJNAGAR

NO ANY SALES MAN HAS VISITED WITHSAMPLE

NATIONAL STORE SEC.-10 RAJNAGAR NOT AWARENESS ABOUT THE PRODUCT

GADHWAL PANEERBHANDAR SEC.-10 ,RAJNAGAR SPACE PROBLEM

VISHALPROVISION STORE SEC-10, RAJNAGAR NO ANY SALESMAN HAS VISITED WITHSAMPLE

MUSKAN STORE SEC.-10,RAJNAGARBEFORE HE WAS SELLING AMUL ICE CREBUT DUE TO UNFAVOURABLE

0120-303##%SANJEEV&

BEHAVOUR OF JMD HE HAS REFUSED TOSALE AMUL ICECREAM


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RAMESHWARS SEC.-10, RAJNAGARHE ALWAYS USED TO SALE SELF MADE MSHAKE

MOHANPROVISION STORE SEC.-23 RAJNAGAR LACK OF DEMAND BY THE CONSUMERS

SETU PROVISION

STORE SEC.-23 RAJNAGAR STORAGE PROBLEM

ANU PROVISIONSTORE SEC.-23 RAJNAGAR

HE WILL SALE IF THE SALES MAN VISITS SAMPLE

SONUCONFECTIONERS' PROV.STORE SEC.-23 RAJNAGAR LACK OF DEMAND BY THE CONSUMERS

"AIKA ICE CREAM SEC.23, RAJNAGAR HE WILL TRY TO SALE THE PRODUCT

UNCLE PESTRYSHOP

SEC.-23,SANJAYNAGAR RAJNAGAR

THE CO. MUST BE IMPROVE ITSPROMOTIONAL SCHEMES

MUSKANPROVISION STORE

SEC.-23 ,SANJAYNAGAR, RAJNAGAR MONEY PROBLEM

SAPNACONFECTIONERY

J-($,SANJAYNAGAR,RAJNAGAR SPACE PROBLEM

BABA BANWARIDASS

RESTAURANT

AMBEDKAR

ROAD,G"B HE HAS KEPT COMPETITITOR BRAND

BATHLAENTERPRISES AMBEDKAR ROAD SPACE PROBLEM

SHAGUN SWEETS AMBEDKAR ROAD MONEY PROBLEM

RATHORE SWEETCORNER

DASNAROAD,JATWADA

DEMAND FREE ICECREAM WITH DEEPFREE"ER

PASHUK ATTA

CHAKKI ANDKIRANA STORE RAKESH MARG KEPT COMPETITITOR BRAND

DEV ARCADE RAKESH MARGALREADY HAS GOT FREE"E BUT NOT STAMUL ICECREAM

MADAN SWEETS RAKESH MARG MONEY PROBLEM


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MUSKAN BAKERSANDCONFECTIONERS RAKESH MARG COMPETITITOR GIVE DF IN LESS PRICE

SATKAR CORNER RAKESH MARG SPACE PROBLEM

PRANJAL

GENERAL STORE RAKESH MARG MONEY PROBLEM

PARKASH MISTANBHANDAR NEHRU NAGAR NOT AGREE TO STOREV ICECREAM

NEW STREETBAKERS NEHRU NAGAR ALREADY KEPT COMPETITITOR PRODUC

POOJA STORE GOVIND PURAM SPACE PROBLEM

NEW HONEY

GENERAL STORE GOVIND PURAM MONEY PROBLEM

AGGARWALBAKERS ANDCONFECTIONERS GOVIND PURAM ALREADY HAS DF

SHIVRESTAURANT GOVIND PURAM HIGH PRICE OF DF

PRINCEPROVISION STORE GOVIND PURAM SPACE PROBLEM

ANKIT DIARY GOVIND PURAM COMPETITITOR GIVE DF IN LESS PRICE

GANGA GENRALSTORE GOVIND PURAM SPACE PROBLEM

DEVRAHAPROVISION ANDCONFECTIONERS GOVIND PURAM SPACE PROBLEM

LOHIA NAGAR

UPBHOGTA STORE LOHIA NAGAR SPACE PROBLEM

RENUKA GENERALSTORE LOHIA NAGAR MONEY PROBLEM

PADAMPROVISDIONSTORE LOHIA NAGAR INTERSTED BUT NOT CONFIRM


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GURUKRIPACONFECTIONERS SHASTRI NAGAR SPACE PROBLEM

YELLOW POINT SHASTRI NAGAR MONEY PROBLEM

NEELKAMAL

CONFECTIONERS SHASTRI NAGAR ALREADY HAVE DF

DASCONFECTIONARY SHASTRI NAGAR INTERSTED BUT NOT CONFIRMED

NEW CHOUDHARY SHASTRI NAGAR NOT INTERSTED

JAIN PROVISIONSTORE SHASTRI NAGAR SPACE PROBLEM

CHIRAG SHOP SHASTRI NAGAR MONEY PROBLEM

SHYAM SWEET SHASTRI NAGAR LESS DEMAND OF AMUL ICECREAM

SURAJCONFECTIONERS SHASTRI NAGAR SPACE PROBLEM

GARGCONFECTIONERS SHASTRI NAGAR MONEY PROBLEM

TOPPERS CHOICE SHASTRI NAGAR LESS DEMAND OF AMUL ICECREAM

ASHISH GENRALSTORE SHASTRI NAGAR LACK OF AWARENESS ABOUT AMUL

SUNIL GENERALSTORE SHASTRI NAGAR MONEY PROBLEM

MADHURIMACONFECTIONERY GHANTAGHAR DEMANDING SCHEME

NEW MADHURIMA GHANTAGHAR INTERSTED BUT DEMANDING MORE MAR

JAIN SHIKANGI GHANTAGHAR NOT INTERSTED

JUGALCONFECTIONARY GHANTAGHAR SPACE PROBLEM

BALKISHAN GHANTAGHAR DEMANDING DF FREE OF COST

TULSI GHANTAGHAR MONEY PROBLEM


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CONFECTIONERS

NEELKAMALCONFECTIONERS GHANTAGHAR SPACE PROBLEM


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THE NATURE AND SCOPE OF MARKETING

RESEARCH

The whole approach of marketing piots around the tenet of meeting

the consumers wants. It is essential to understand what the consumer

wants how heshe perceies the product(serice) what

e


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MARKETING RESEARCH

DEFINITION

*arketing research is de5ned as the 8,>+, *; 98: @8>,55

89 5=5,>::= 8** *:=* *; *,@,* ; 98

>8*:, ;,>58* * ?,*.This decision la#s stress on two

aspects namel# objectiit# and s#stematic process in the collection

and anal#sis of data. In fact marketing research should not be allowed

to be inJuenced b# personal iews and considerations.

COMMON USES OF RESEARCH IN MARKETING

DECISION MAKING

The following paragraph highlights some of the marketing decision

areas where marketing research is commonl# used.

S:,5 *,,*

M?, B8*;=

B=, C8*>,*8*

D,*; P8,>8*5

S@@:=

C8*5, B,7+8 A*:=55

M?, S,,*8* N,/ P8;> L*>7 *; P8;> P858**

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A;+,5* *; S:,5 P888* R,5,>7

M?,* A; 89 C8@*= P,98*>,


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E*+8*,*

T,*;5

RESEARCH METHODOLOGY

According to CliEord %ood# research comprises de5ning and rede5ning

the problems formulating h#pothesis or suggested solutions

collecting organi"ations and ealuating data making deductionsmaking deductions and reaching conclusion and at last carefull#

testing the conclusions whether the# 5t the formulating h#pothesis.

2esearch methodolog# is a procedure designed to the e


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RESEARCH DESIGN

A research design is the oerall plan on programmed of research. Itincludes an outline of what the inestigator will do from writing the

h#pothesis and their operational implications to the 5nal anal#sis of

data.

9arious uses of haing a research design are as follows

I @8+;,5 *5/,5 8 +85 ,58*5.

I >5 5 5*;; ;,@85. I 7,:@5 * >=* 8 ,5,>7 +:;= 8,>+,:=

>>,:= *; ,>8*8>::=.

*arket research projects are designed as either (e


42/90

information has been

gathered from the

sure# of milk

consumers retailers

confectionar# shops dair# shops and general stores.

erall the research which was used as a protot#pe for his market

research anal#sis isD-

. D,6*, ,5,>7 @8:,.

. R,+,/ >8*>,@5 *; 7,8,5.

. F8:, 7=@87,55.

+. D,5* ,5,>7.

+. C8::,>8* 89 ;.

+. A*:=55 89 ;.

+. I*,@, *; ,@85.

PREPARING THE RESEARCH DESIGN

The research problem haing been formulated in clear terms theresearcher will be re;uired to prepare a research design i.e. he will

hae state the conceptual structure within which research would be

conducted. The preparation of such design facilities research to be as

eKcient as possible #ielding ma


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+. E@,,*8*.

A 57, *; 75 5

'9 *=(.

E@:*8* 89 7, /= * /7>7 5,:,>,; ,*5 89

8** *988* /:: 8*, *; 7, ,58**

:,;* 8 7, 5,:,>8*.

T7, , +::, 98 7, ,5,>7 *;


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T7, >85 9>8 ,:* 8 ,5,>7 .,. 7, 6**>, 98

7, +::, 98 7, @@85,.

AREA COVERED

PATEL NAGAR

KAVI NAGAR RAJ NAGAR 'ALT SECTOR(

SHASTRI NAGAR

NEHRU NAGAR

GANDHI NAGAR

MODEL TON

KALKA GARHI

LAJPAT NAGAR


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GHANTA GHAR

ARYA NAGAR

LOHIYA NAGAR

NE GANDHI NAGAR

THE INDIAN MILK AND ICE CREAMINDUSTRY

INTRODUCTION

The basic strength of the Indian econom# is agriculture on which

seent# percent of the population depends for their lielihood. And a

part of it is the Indian dair# industr#.

INDIAN DAIRY INDUSTRY IN 1%45

I*9,8 := 89 :8>::= ?,,; :?.

H,+= ;,@,*;,*>, 8* @85.

U*8*,; @8;>8* *; @8>,55*.

T7, >7 ;=* 7,, ,* ,8;,;.

FORMATION OF NATIONAL DAIRY DEVELOPMENT

BOARD


46/90

The 4ational 'air# 'eelopment ,oard was created to promote

5nance and support producer-owned and controlled organi"ations.

4'',Ps programmers and actiities seek to strengthen farmer

cooperaties and support national policies that are faorable to the

growth of such institutions. undamental to 4'',Ps eEorts are

cooperatie principles and the Anand /attern of Cooperation.


47/90

DAI! COOP!A'I$

air% *oo+erati,es account for the ma!or share of +rocessed #iuid mi#k marketed in the

countr% i#k is +rocessed and marketed % 170 i#k


48/90

*onsu#tant e,o#,e a rand strateg% and get marketing e+erts to run the +romotions and

do the se##ing (he ke% e#ements are an e+anding su++#% of chea+ mi#k and attention to

ua#it%

The 'air# ,oardPs programmers and actiities seek to strengthen the

functioning of 'air# Cooperaties as producer-owned and controlled

organi"ations. 4'', supports the deelopment of dair# cooperaties

b# proiding them 5nancial assistance and technical e:;,)

Andhra /radesh 'air# 'eelopment Cooperatie ederation Ltd

(A/''C)

,ihar tate Cooperatie *ilk /roducers ederation Ltd(C*/1')

!ujarat Cooperatie *ilk *arketing ederation Ltd (!C**)

&ar#ana 'air# 'eelopment Cooperatie ederation Ltd.(&''C)

&imachal /radesh tate Cooperatie *ilk /roducers ederation Ltd

(&/C*/)

3arnataka Cooperatie *ilk /roducers ederation Ltd(3*)

3erala tate Cooperatie *ilk *arketing ederation Ltd(3C**)

*adh#a /radesh tate Cooperatie 'air# ederation LtdA


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/unjab tate Cooperatie *ilk /roducers ederation Ltd(*IL31')

2ajasthan Cooperatie 'air# ederation Ltd(2C')

Tamilnadu Cooperatie *ilk /roducers ederation Ltd(TC*/)

%est ,engal Cooperatie *ilk /roducers ederation Ltd.(%,C*/)
http://www.nddb.org/partners/milkfed.htmlhttp://www.nddb.org/partners/rcdf.htmlhttp://www.nddb.org/partners/tcmpf.htmlhttp://www.nddb.org/partners/wbcmpf.htmlhttp://www.nddb.org/partners/milkfed.htmlhttp://www.nddb.org/partners/rcdf.htmlhttp://www.nddb.org/partners/tcmpf.htmlhttp://www.nddb.org/partners/wbcmpf.html


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THE BIRTH OF AMUL

L*?,; 8 7, 9,,;8 8+,,* 89 I*;. F8*;,; * 1%4! 8 58@ 7, ,@:88* 89 :?

@8;>,5 7, 7*;5 89 ;;:,,*.

I*5@8* 89 @,-,*,* N8*: :,;,5.

A C8-8@,+, 8+,,* ,, >8*8: 8* :?

@8;>8* @8>,55* *; ?,*.

A 7:, ,*** /7 /8 +::, 58>,,5 *; 24"

:,5 89 :?.


51/90

THE GROTH OF AMUL

C8-8@,+, 8+,,* 5@,; :?, /:; 6, * 7, 5,.

R@; *>,5, * :? @8>,,*.

I;,*6>8* 89 B8= :; ?,.

I*+,5* * *9>* @:*5 7 @8;>, :?

@8/;, , >7,,5, *; >8*;,*5,; :?.

L*>7 89 A: 5 *;.

Creation of a comprehensie model.

- M:? @8;>8* ,*7*>,,* @85.

- M,, ,;>8* *; *+8:+,,*.

- D,8>> 5,@ 55 88 :,+,:.

- A*: 7,:7 *; +,,*= 5,+>,5.

- C:, 9,,; *9>* *; ?,*.

- F:+8,; M:? @8>,55* 787 :,5 ,>7*8:8=.

- M8:8* 89 6**>: ,>85,5.

- C,8* 89 *8*-/;, ?,* *,/8?.

- E@755 8* *; :;*.

- U:, 5 8 559= 5 >58, 787 5

5,.

uring the #ast four %ears our emer Unions ha,e im+#emented an nterna# *onsu#tant

e,e#o+ment A*B inter,ention focused on de,e#o+ing #eadershi+ among memer+roducers he#+ing them to etter manage their dair% usiness

uring the %ear emer Unions continued to im+#ement the modu#e on ision issiontrateg% AB for +rimar% mi#k +roducer memers and i##age air% *oo+erati,es

.aci#itated % s+ecia##% trained consu#tants 1073 i##age air% *oo+erati,e ocieties

A*B ha,e conducted ision ission trateg% @orksho+s and ha,e +re+ared issiontatements and usiness


52/90

mi#k +roducers to initiateacti,ities at ,i##ages that

ha,e far-reaching effects

on the mi#k usiness

(he success of the +rogram has #ed to emer Unions focusing on im+#ementing this

modu#e and de,e#o+ing usiness


53/90

the +artici+ation of 3100 'omen resource +ersons a#ong 'ith the *hairmen andecretaries of 750 *

FORMATION OF GUJARAT COOPERATIVE MILK

MARKETING FEDERATION LTD GCMMF

GCMMF: An Overview)u!arat *oo+erati,e i#k arketing .ederation A)*.B is a ndiaCs #argest food

+roduct marketing organi=ation t is a state #e,e# a+e od% of mi#k coo+erati,es in)u!arat 'hich aims to +ro,ide remunerati,e returns to the farmers and a#so ser,e theinterest of consumers % +ro,iding ua#it% +roducts 'hich are good ,a#ue for mone%

F8,; =>BF

N8. 89 C88@,+, U*8*5 =6

N8. 89 D= @:*5 =>

C@>= @H>H Thousand Liters per 'a#

N8. 89 ,: 8:, H777

C,5 C8+,,; =777

It is Ape< *arketing ederation of =6 'istrict *ilk +nions in !ujarat to

operate own marketing and distribution networks pan India and

abroad.

M:? P8;> R*,)

I*9* M:? F88;

I*5* M:? M

I>,->,

S? M:? P8/;,

G7,,

P*,,


54/90

B,

D=

7,*,

S/,,,*,;

C8*;,*5,; M:?

F:+8,; :?'A:K88:(

M: P,;

S7?7*;

P C7,,5,

G:*

COMPETITORS OF AMUL )

PARAS (VED RAM & SONS)

MADHUSUDAN

MOTHER DAIRY

AMRIT FOOD

GOPALJEE (G.K.DAIRY)

UMANG (J.K.DAIRY)

PARAM

RAMLAL

MADHUBAN

COMPETITOR OF AMUL ICECREAM


55/90

MOTHER DAIRY

KAWALITY WALLS

CREAM BELL

VADILAL

AMIRAJ CLASSIC

PATEL DAIRY

SHREE JANTA

AM%0 I D0+I*

*other 'air# dominates 'elhi 4ational Capital 2egion (4C2) among

the biggest milk markets in the countr# currentl#. Amul and 4'',Ps

non-compete agreement has preented the former from launching its

li;uid milk in the 'elhi market till 677F.

%ith the non-compete agreement haing run out this #ear Amul fresh

milk was launched in 'elhi last month in two ariants S full cream and

toned S priced at par with that of *other 'air# at 2s = and 2s =? per

litre respectiel#. Amul is bringing its milk into 'elhi through one of its

district co-operatie unions the !ujarat-based *ehsana +nion. The

milk will be packed at 8ualit# 'air# in ,allabgarh leased out to Amul

for this purpose. Amul will use the same distribution network as butter

and cheese to retail Amul *ilk in 'elhi. According to *r 2.. odhi


56/90

Amuls marketing

headR Amul will not use skimmed milk powder in its milk.

Amul to its delight has seen the demand for its milk going up b# leaps

and bounds in the cit# and is now planning to enter into alliances with

dairies located around 'elhi such as Indian /otash and *odern 'air# to

cater to the demand.

!C** oKcials sa# the compan#Ps milk capacit# has alread# touched

7777 liters per da# (L/') and hae plans to take it to F L/'. Amul is

now selling through 6H77 retail outlets and will increase this to BH77

apart from coering outlets which are selling Amul butter.

The 'elhi market comprises ?7 lakh liters currentl# and is dominated

b# *other 'air# which sells =7 lakh L/'. The other organi"ed sector

pla#ers are /aras 'air# which sells F lakh L/' state-owned 'elhi *ilkcheme (6.H lakh L/') !opaljee (=-=.H lakh L/') and ,ritannia F7-

?7777 L/'.

In just a fortnight Amul milk has taken the Indian capital b# storm

rapidl# eating into the market share of long time pla#ers like *other

'iar# and /aras. %ho cares if it was rialr# or business strateg# that

made the !ujarat Cooperatie *ilk *arketing ederation (!C**)

enter the capital with Amul milk to take on state-owned *other 'air#

in its home turfQ rom the response 'elimits seem to be lapping up

Amuls pouches of full cream and toned milk in unimagined ;uantities.


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In just two weeks of entering the market Amul is beginning threaten

the irtual monopol# of *other 'air# and /aras. 0%e did not e


58/90

other milk supplied in the cit# because it has more fat and solid non-

fats like protein and minerals$ said 3hanna. At oer 5e million litres a

da# 'elhi is one of the biggest markets for milk in the countr#. f the

supplies from the organised sector *other 'air# has been the

undisputed leader with =. million litres dail# sales through package

and ending machines. The other big names are /aras /aram

!opaljee and +mang. 4ow Amul milk has arried to eat into the share

of other pla#ers in the market on the strength of its ;ualit# and brand

e;uit#.

AMUL ICE-CREAM IN DELHI AND NCRD

e#hi eing the ca+ita# of ndia is a#so center for the organi=ationa# fight e#hi has a

+o+u#ation of o,er 10 mi##ion &rea co,ered is 15000 s km e#hiCs organi=ed ice

cream market consists of $ua#it% @a##s other air% *ream>a adi#a# askin

Roins .air% air% .ro#ic air% .un .reak on #ue unn% and $ua#it% @a##s

nternationa# &mong them other air% and $ua#it% @a##s are the ma!or +#a%ers

e#hiCs ummer onths of a% and ?une eing the hottest months tem+eratures can e

as high as 46F * A114F .B (he @inter onths ;ctoer-end to .eruar%-end is co#d and

dr% (em+eratures as #o' as 4F* A39F .B @ith these f#uctuating tem+eratures the main

demand is in the month of a% ?une Retai#ers and distriutors c#ear#% stated that the

demand in the off-season cou#d go do'n to 25G of the +eak season

(his forms a ,er% critica# +oint for an% ne'comer retai#er t has to enter !ust efore the

+eak season so to ta+ the season cro'd and demand and to kee+ reasona#e resource to


59/90

sai# through off-season .or eam+#e man% com+anies gi,e off-season discounts to

customer and a#so gi,e s+ecia# offers to retai#ers to encourage them to stock their +roduct

o the ne' com+an% a#so has to gi,e these kinds of incenti,es to encourage the

distriutors

$M'A'IO

ce creams are differentiated main#% % f#a,ors ani##a is the most +o+u#ar f#a,or

fo##o'ed % choco#ate stra'err% and utterscotch *ertain traditiona# f#a,ors #ike >esar-

a!u-raksh etc are a#so ,er% +o+u#ar (here are se,era# other f#a,ors a,ai#a#e

such as fresh seasona# fruit f#a,ors cominations of 2-3 f#a,ors etc

(he market can a#so e segmented on the asis of consumers as fo##o's:

!'AI0!$*-

(he% account for ma!or +art of the tota# sa#es of ice cream (he% not on#% +ro,ide

efficient sa#es channe# ut a#so a +#ace for efficient safe storage a#es for the com+an%

takes +#ace the moment the retai#ers take +ossession of the goods ie ice cream

*om+anies genera##% do not +ro,ide an% re+#acement +o#ic% so this increases the cash

circu#ation and a#so makes the ca#cu#ation of o,era## sa#es eas%

P%$+CA!'$* 1


60/90

the% can e +ositioned at areas 'here either retai#er are not there or retai#ers do not ha,e

ice cream .or eam+#e at ndia )ate the ice cream sa#es are through +ushcarts on#% as

retai#ers are not there

&nother im+ortant ad,antage of these +ushcarts is that the% are seasona# in nature (he%

can e increased 'hen the season arri,es and reduced ,er% con,enient#% 'hen the season

is o,er

I$'I'%'IOA0 @ CA'!I ACCO%'$ FO! '+ &A0AC*1

(he industr% consumes a ig +ortion of ice cream +roduction Ds+ecia##% +#aces #ike

e#hi 'here man% com+anies and factories are #ocated(hough this has een targeted sti## this can e e+#oited more .or eam+#e in man% ig

com+anies or factories 'here mess are set u+ for the 'orkers #unch and dinner n these

mea#s ice creams are ser,ed f an ice cream com+an% gets the contract then its sa#e 'i##

sure#% rise

&s the retai# accounted for the #argest share 'e concentrated on the sa#es through retai#

on#% n e#hi another

ma!or segment has come

u+ and that is through

+ushcart 'hich is

increasing#% ecoming +o+u#ar for its #o'er cost and greater f#eii#it%

(he most +o+u#ar are the cu+ of 100-150 m# so#d in the Rs8-15 +rice range and the cones

'hich range et'een Rs8-17 (hese are the ice creams genera##% ought for immediateconsum+tion (he% are a,ai#a#e e,er%'here from ig su+er markets to the #oca#

+ushcarts

ars sticks and cones re+resent another read%-to-eat market and are +riced at Rs4-20

(his is ,er% +o+u#ar 'ith the kids and forms a ma!or +ortion of the ice cream sa#es


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)a##on (hese are used for +arties and restaurants (hough outside attracti,eness is not

,er% im+ortant ut the si=e of the +ack and hand#ing comfort is im+ortant

DI$'!I&%'IO

(he ice-cream distriution chain t%+ica##% consists of a distriutorH stockiest and the

retai#er ost +#a%ers ha,e regiona# o+erations 'ith +roduction faci#ities #ocated near the

market as adeuate co#d chain

.aci#ities for trans+ortation o,er #ong distances are not a,ai#a#e istriution of nationa#

rands is done through o'ned or #eased co#d storage faci#ities #ocated in the ma!or

consum+tion centers from 'hich su++#ies are sent to distriutors or direct#% to retai#ers

(he retai# net'ork for ice cream consists of Dc#usi,e ice cream +ar#ors 'hich ma% e

com+an% o'ned or .ranchise out#ets ;ther retai# out#ets #ike +ro,ision stores hote#s and

restaurantsI and


62/90

e#hi eing a metro+o#itan has higher ice cream consum+tion (he ma!or +#a%ers are

&mu# $ua#it% @a##s adi#a# and other air%

(he a'areness of &mu# ce cream is good enough ut there is e,en no' enough 'ork to

e done % the com+an% man% retai#ers e,en no' asked that does the &mu# manufacture

the ice creamE o the first strateg% of &mu# ce cream shou#d e to create rand

a'areness through ad,ertising &mu# as a rand has its good'i## ut its ice cream is not

+o+u#ar @hen 'e inuired aout &mu# 'e got res+onse from the retai#er aout the &mu#

utter

MABO! P0A!$

(he ndian ce cream market is dominated % a #arge numer of sma## #oca#

manufacturers and regiona# +#a%ers

n the organi=ed segment the significant rands are $ua#it% @a##s adi#a# &mu# and

other air%

MABO! A'IOA0 P0A!$ &!AD$

Jindustan /e,er >'a#it% @a##s air% *#assic a

adi#a# nternationa# adi#a# air% .resh

)*.H;ther i#k *o-o+erati,es &mu# other air%

aharashtra air%


63/90

esides the main nationa#

rands there are other +remium rands 'hich ha,e car,ed a niche for themse#,es in their

res+ecti,e regiona# markets (hese +#a%ers ha,e most#% concentrated on the #arge metro

cities (hese +#a%ers se## through their ec#usi,e +ar#ors (he ma!or nationa# +#a%ers se##

through franchise +ar#ors as 'e## as through retai# stores groceries restaurants hote#s

roadside sta##s on high'a%s etc

ce *ream so that at the eginning of the %ear the se##ing of the &mu# ce-*ream 'as

not as e+ected ut from the eginning of the %ear 2005 it is 'e## kno'n +roduct in the

AM%0 IC1C!AM 'as #aunched in e#hi and "*R 2004(hat %ear 'as the irth of

the &mu# market and gi,ing a tuff com+etition to the o#d rand &/&/ *D-*RD&

manufacturer

A;;,55)

!ujarat Cooperatie *ilk *arketing ederation Ltd. Amul 'air# 2oadAnand !ujarat India F 77= TelD >=-6@>6-6?=@6= 6F%ebD www.amul.com

DA'A AA0$I$
http://www.amul.com/http://www.amul.com/


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(he end resu#t of fi#ed 'ork is com+#ete uestionnaire or simi#ar record indi,idua#

uestionnaire are of #itt#e ,a#ue or interest @hat is reuired is aggregate data for the

'ho#e sam+#e ata ana#%sis is the +rocess of +roducing this aggregated data from theindi,idua# res+onses or ra' data

!PO'I

&fter ana#%sis of the fi#ed 'ork data the resu#t of the research +ro!ect need re+orting stage

is therefore concerned 'ith effecting communication of the resu#ts to those 'ho aregoing to take some action on the asis of 'hat the% #earn the research resu#ts

DA'A AA0$I$ I'!P!'A'IO


65/90

C+A!'$ AD COMM'$ FO! AM%0 !A0 IC C!AM


66/90

&re %ou a'are of res+onse 'as 100G 'hen 'e asked +eo+#e aout rea# ice cream t

seems that rea# ice cream has gained uite a +o+u#arit% in #ast fe' %ears 'hichsignificant#% means that the% are gro'ing u+ as a strong com+etitor of others

1 Jo' freuent#% do %ou +urchase ice creamE

*onsum+tion of rea# ice cream is not so high ut in +ast fe' %ears it has increased

&'areness of +roduct is there ut moti,ation for the consum+tion is missing

2 @hat attriutes of rea# ice cream do %ou #ike mostE


67/90


68/90

ost +eo+#e consume three +ack of rea# ice cream that means straight#% 300G more incase of other

4 'h% do %ou +refer ua#it% 'a##s cream e##E


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70G Res+onse sho'ed that due to a,ai#ai#it% ua#it% 'a##s cream e## is +referred


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COMPETITORS ANALYSIS

DELICIOUS GROTH

The ice cream market is set to si""le this summer .At least =7 ice

cream make rearmed with oer =6H Jaours will tr# to free"e theattention of the Indian consumer. The some what surprise winner of thecold war Amul is read# to launch oer 67 new arieties this summer.&industan leer ltds (&LL) . 8ualit# walls has alread# uneiled =7 newJaoursThe compan# that has scooped a coup is Amul .In a market inaded b#big companies and brands (&LL ,A3I4 2,,I4 *914/IC) andswarming with regional and local pla#ers. Amul has emerged as thelargest selling brand in the organi"ed sector. Amul success is reJectie of thefundamental changes taking place in the ice cream market. Till the

small manufacturers dominated 6777 2s. =777 Cr industr# withorgani"ed pla#ers accounted for just 6HG of total. Toda# the markethas grown to oer =H77 crore to which organi"ed pla#er contribute?7G. ,ut beneath this consolidation the big plan of deeppocketed *4Cs like &LL and ,askin 2obbins sent to hae melted asCo-operatie like A*+L*T&12 'IA2O hae tightened their hold onthe market. The going


71/90

has been particularl# rough for &LL. orced on the bacfoot b# low priceof co-operatie cousins. The co. has skimmed his ambition two #earsago and decided to be content with being a niche pla#er focusing oronl# the si< metroes .A large number of business was not commerciall#

iable so we decided to cut down our portfolio and focus onpro5tabilit#.

Must as &LL was shrinking its presence to consolidate.A*+L was charting out a national footprint. Toda# its ice-cream areaailable at 6H777 outlet in =777 cities across India and the Co-operatie has plans to add H777 more cities. Luckil# man# of itscompetitors were happ# focusing on regional markets like Arun in thesouth. *other dair# in the north and metro in the east 0,# 67=7 we willhae a 2s.=777 crore ice cream business sa#s ,.* 9#as managingdirector

!ujarat cooperatie milk marketing federation .%hich markets theAmul brand .in 677Fits ice cream sales were 2s=@7 crore almost threetimes the 2s HH crore sales in =>>.

Amuls impressie growth is rooted in its sa# marketing The pricewarrior launched its ice cream in =>> at price ?7-B7 per cent lowerand pried open a market that was till then considered elite .The wideoptions oer B7 Jaours packaged in arious si"e added punch to itslow price strateg#. The price sensitie Indian consumer has lapped it allup. Amul ice candies and lollies. /rice at 2s. F upwards hae managedto lure new customers from the unorgani"ed sector .This has beenbuttressed b# innoatie products attractie packaging and uni;ueJaours.

ne of the reasons wh# Amul can aEord to be a price warrior isbecause it is a dair# cooperatie. %ith no middle men at an# stage itscosts are -=7percent lower than that of an *4C It is now taking thebattle into the *4C camp b# launching premium range of ice creamclearl# the cold war in the ice cream market is heating up.


72/90

S>>,55 R,>@,

CANDY FOR THE MASSES)AEordabilit# is the +/.8ualit# %alls = liter anilla coast 2s.BHAmul Us just 2s.?7

COOL PACKAGING)santra

*antra in orange shaped container anilla in plastic ballAttract e


73/90

Icecream are

completefoodeas# to digest and full of energ#.

F8,* D,55,

ro"en dessert are generall# made from egetable oilsfats

The base of fro"en dessert can be an# sort of egetable oils

which is ;uite cheap.

In fro"en dessert milkj fat is replaced with egetable oil hence

the# are unable to gie the smooth taste and Jaour whichonl# icecream made from fresh milk can gie.


74/90

CONCLUSION ANDRECOMMENDATIONS

/eter 'rucker has obsered that compan#s 5rst task is 0to create

customers$. 1arlier 9A'ILAL was the pioneer of the market. At present

condition we cannot sa# 9A'ILAL is the unchallengeable market

leader and full# successful to create customers. ther unorgani"ed

sector hae made their potentiall# widel#. The# are able to position

successfull# in the current b# attracting potential.

Customers form an e


75/90

RECOMMENDATIONS

!C** Ltd. and its Amul IC1C21A* are not doing well in the

!ha"iabad market compared to 'elhi market though the# hae a good

marketing strateg# followed b# strong marketing peoples. In this period

of weeks I scanned the icecream market of !ha"iabad.

I found that the brand awareness of Amul icecream is not to the point

or as e


76/90

A: 5 :*>7 @888*: 5>7,,5 98 >58,5 5

/,:: 8

*>,5, 5:,5

5 /,:: 5 8

, * *,/5.

SOT ANALYSIS

S,*7

A: 75 /,:: : , 89 ,>,::,*>, *; **8+8*

5@@8,; 89 @7 89 I*;* ;= ,>7*8:8=.

I 75 /,:: :85> *; >7**,: *,/8?.

,:: *,; *; ,;>,; ?,* 5.

8/ *; :8 :? 5 5,; =

>8::,>* :? 98 :? >88@,+,5 89 G.

D,*; 5 58:,:= 8@5>.

A*;* +::= 89 / ,:.

H7 *; , 89 : * ?,.

P8+;, @, :? >,>, 7, 7* 98,* ;,5,.

N8* /;, >8+,, 89 : >,>,.

8,* *,/ @8;> 8 >58, >8**85:=.

,?*,55


77/90

R,:,5 5= 7,= , *8 556,; = ;, 5>7,,5 *;

8,*5.

E: @8*>, 5 *8 +,* = ;585 8 ::

,:,5 *; >8*9,>8*= 58,5. T7,= *,:,> 58,

,:,5.

A:: 5 *8 /,:: /7 ;58* * G7;.

7 58 *= >8@*,5 * 75 *;5= >8@,8* 5

,>8*

87, ;=

= ;=. B

7,*

>8@,8* 75 8 , 9>,; 5 8*;

,:=. T7, ?, 5 :, ,*87 98 *= 8 >+, 8

7, *>7,.

A: 5 *8 :, 8 ,@:>, 5 ,@,; ,5 7,

>8@,85 , ;8* 58.

I, 89 A: 5 ,* ;*57,; = *8 5@@:=* 7,

88;5 *; 5,+>,5 ,::=.

A5 9 5 ;,,@ 9,,, 5 >8*>,* >8@*= 75 *8 @:* 8

@8+;, DF 8* *5::,* 8 *= 87, @:* /7:, 7,

>8@,8 , ;8* 58.

A;+,5,,* @8:>,5 , *8 88;.

O@@8*,5

0ailure is neer 5nal and success neer ending.$ 'r. 3urien bears out

this statement perfectl#. &e entered the industr# when there ere onl#


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threats. &e met

failure head-on and now he clearl# is an e


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,enjamin ranklin discoered electricit# but it was the man who

inented the meter that reall# made the mone#V


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SUGGESTIONS FOR INCREASING RETAILPENETRATION OF AMUL ICECREAM IN MARKET

T7, >8@*= 578:; >8*;> ;+,5,,* & 5:,5 @888*58 7 7, >8*5,5 >* , 8, ,*+, 8 7, @8;>. I9 5 @855:, 7* 5:,5 >* , *>,5,;.

1. T7, , 89 ;58 578:; , ;,6*,; >:,:= 58 77,= >* /8? * 7, , /7 8, @8,*:.

2. T7, >8@*= 578:; ?, ;,> >8*>8* /77, ,:,5 58 7 ,:,5 >* +, 7, 9,,;>? 8

7, >8@*= 8 7, ?, @858* 8 7, >8@*=.A*; 8* 7, 55 89 7 >8@*= >* ?, 7, ,,>+,;,>58* * ,.

3. T7,= 578:; >8*;> 7, ,: 5+,= 89 7,@>: @8;> 58 7 7,= >* ?*8/ 7, 5, *;;,5,5 89 7, >8*5,5 *; 7, 5,= 89 7,>8@,85.

4. T7, >8@*= 578:; >8+, 7, ,:,5 /78 , 998 7, * 8; 8 ?, @:>, *8/ 5 *8>8+,,; = 7, 5:,5* 8 7, 55. I >* 8/ @7, ?, 57, ,>5, 7, >8@,85 >8+, +,=/,::.

. T7, >8@*= 578:; +, 7, >,; 9>:= 8 7,,:,5 58 7 7, 5:: ,:,5 >* ,5:= , 7,@8;>. A*; 7,= >* @= /78 5,55. T7,>8@,85 , @8+;* 75 9>:=

!. T7, >8@*= 578:; +, ;+,5,,* 8* ;8 5/,:: 5 * *,/5@@,5 ,::= 5 ,*;, 98 7,>8*5,5.

". T7, >8@*= 578:; 8*, AMUL DAY 8 ,;>, 7,@8,*: >58,5 5 /,:: 5 ,:,5.

#. A;+,5, 98 7, *; /,*,55 98 >, >,8/;5 7, >58, @>::= * 7, : ,.


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%. F8>5 8*7, +:,;;8*89 7,@8;>.

1. P858* 7, @8;> * 7, 7 /= :?, 7 /, ,*8. 1.

11. A;8@ *5::,* 5>7,, 98 HADF.

12. AMUL 578:; 7+, 77:7 5 5> 5,*7 .,.@, >,->, @8;> 7, 7* 7 89 >8@,85FROEN DESERT

13. S78:; 8@,* ,: 8:, * 5@, ::5 * @857,5;,*: >8:8*,5.

14. S78:; 98::8/ * ;+,5,,* >@* 7 >8:;77:7 ;,,*>, ,/,,* ICECREAM AND FROENDESERT

1. A;+,5,,* 8* T.V. * @, , 578/5.

1!. T= 8 ?, * ;,> ,:8*57@ /7 ,:,5 *8;,@,*; @8* ;585 9,,;>?.

1". C8*;> >8**85 R&D 58 7 >8@*= >*;,+,:8@ *,/ @8;> , 8 , 8 +8; >8@,8*.


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PRICE CIRCULARVOLTAS PRICING FOR AMUL HADF SCHEME.

MODEL CAPACITY(LTS) DESCRIPTIONBASICPRICE

UP TAX16%

UPBILLING

CF-$0HT $0SINGLE DOORHARDOTOP ))32 1(13 102(#

CF100HT 100SINGLE DOORHARDOTOP 11(0) 1)2# 13233

CF-200HT 200 2-DOOR HARDTOP 1(100 22#! 1!$1#CF-300HT 300 2-DOOR HARDTOP 1!(2# 2!2) 10#3CF-(00HT (00 3-DOOR HARDTOP 1)(!2 2#( 21(1!CF-

#00HT #00 2-DOOR HARDTOP 2220( 3##3 2#$#$CF-200GSL 200 SLIDING GLASSTOP 1!)00 2!)) 1()!CF-300GSL 300 SLIDING GLASSTOP 1)221 21# 2113!CF-(00GSL (00 SLIDING GLASSTOP 213) 3(2( 2()22

CF-300 300SINGLEDOORHARDOTOP 11)0 11$ 13)$

The Aboe prices are Inclusie of local sales ta< W =7G.

Interstate upplies can be made charging ?GCTagainst cfrom./a#ment =77G adance.

uppl# 1< stock subject to prior sale or within ?-@weekes./rices are subject to change without prior notice.

H #ear warrant# from the date of inoice.


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CARRIER DEEP FREEERS RATES UNDEER AMULHADF SCHEME

CARRIER HARD TOP FREEER

MODEL GR CAPNETPRICE WARRANTY STABILIZER FREIGHT

HF-!0 !0 LTRS 10$)) #YEARS INCLUDED INCLUDED

HF-110 110LTRS 13!)) #YEARS INCLUDED INCLUDED

HF-1#0 1#0LTRS 10#)) #YEARS INCLUDED INCLUDED

HF-200 200LTRS 1$)0 #YEARS INCLUDED INCLUDED

HF-300 300LTRS 1)#!0 #YEARS INCLUDED INCLUDEDHF-(00 (00LTRS 20))0 #YEARS INCLUDED INCLUDED

HF-#00 #00LTRS 2#11( #YEARS INCLUDED INCLUDED

CARRIER GLASS TOP FREEER


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MODEL GR-CAPNETPRICE WARRANTY STABILIZER FREIGHT

GT-300 300LTRS 210#( #YEARS INCLUDED INCLUDEDGT-(00 (00LTRS 2($!! #YEARS INCLUDED INCLUDED

SPECIAL PRICE FOR CARRIER HARD TOP 3LTRFREEER


HF-300 300LTRS 1(3)( 1YEAR N*A INCLUDEDSTABILI"ER 1 KVA 132 1YEAR INCLUDED

SPECIAL PRICE AMUL DISTRIBUTORS FOR CARRIERHARD TOP LTR FREEERS


HF-#00 #00LTRS 2(!! #YEARS INCLUDED INCLUDED


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LIMITATIONS OF RESEARCH

1er# research is conducted under some foundations and this research

is not an e


86/90

BIBLIOGRAPHY

MAGAINES)

,usiness Toda#

,usiness %orld

NESPAPER)

1conomic Times

,usiness tandard

The inancial 1


87/90

*arketing 2esearch b# 2amanuj *ajumdar

Consumer ,ehaiors b# !upta and /al

*arketing

*anagement

b# /hilip3otler

EBSITES)

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http://www.amul.com/http://www.parasdairy.com/http://www.motherdairy.com/http://www.nddb.org/http://www.economictimes.com/http://www.sify.com/financehttp://www.business-standard.com/http://www.rediff.com/moneyhttp://www.indiainfoquest.com/http://www.ask.com/http://www.google.com/http://www.domain-b.com/http://www.amul.com/http://www.parasdairy.com/http://www.motherdairy.com/http://www.nddb.org/http://www.economictimes.com/http://www.sify.com/financehttp://www.business-standard.com/http://www.rediff.com/moneyhttp://www.indiainfoquest.com/http://www.ask.com/http://www.google.com/http://www.domain-b.com/


88/90


89/90

$ 3B oes different schemes that com+anies run for dee+ free=ers a#so affect %our

decision for kee+ing ice-cream of that +articu#ar rand or com+an%E

KKKKKKes KKKKKKK"o

f %es 'hat t%+e of scheme 'i## attract %ou mostE An order of +referenceB

1 nsta##mentKKKKKKKKKKKKK 5.ree ce-creamKKKKKKKKK

2 ecurit% asisKKKKKKKKKK 6 /um+ sumKKKKKKKKKKKKK

3 .reeKKKKKKKKKKKKKKKKKK4 cratch cou+onsKKKKKKKK


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amul ice-cream harry

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