AMUL ICE CREAM VS HULCASE STUDY

CASE

HUL ICE CREAMS By acquisitions ( kwality Delhi base milk food, Dollops

from cadbury )Amul (GCMMF) Amul Ice Cream was launched on 10th

March, 1996 in Gujarat

CASE

• AMULFrostik- 15Tricone 15*Tricone 10 growth rate 50%

• HUL (Kwality walls)Feast-20Cornet 25

strength

• AMUL• One of the largest Dairy • Large distribution

network • No.1 ice cream brand in

the country. It is now the only national brand and all other ice cream brands are regional.

• Highly diverse product mix

• HUL (KWALITY WALLS)• largest ice-cream

company selling in more than 80 countries mainly under the brand name Walls.

• superior quality product under its international brands

• AMUL• Amul sell its ice cream

with its own name• Decentralized

manufacturing facilities • Growing market• Real value for money

bye selling at low price 25-30% less

• HUL• Brand loyalty among

the general consume• Targeted to six main

metro cities and acquire large business there

Weakness

• AMUL• Short self life of product• Risks of highly complex

supply chain• Alliance with third

parties

• HLL• 15-20 % Higher price then

amul vadilal, mother dairy • Focused only on urban

market mainly on six metro cities untapped rural market

• Lack of proper marketing network

Opportunity

Big distribution chain Big known company nameBig chain of Amul parlors

• Kwality run in shade of hul (FMCG) giant

AMUL HUL

Threats

• AMUL

• Short supply of dairy products

• Day by day increasing price of milk and its products

• Maintenance of Efficient cold chain

• HUL• ….• …• …• Cut throat competition

A number of hard core competitors are present in the market(like Amul Metro, Verka , Nestle, Motherdairy,etc)

Threats

• AMUL • HUL• Amul has penetrated

the rural market aggressively.

Innovations (AMUL)

• Online order facility home delivery• In January 2007, Amul introduced SUGAR

FREE & ProLife Probiotic Wellness Ice Cream, which was a first in India.

• Amul parlors Amul has 5000 preferred outlets

Innovations (AMUL)

Amul sponsored a whole television show name Master chef on star plus

*it’s a cookery competition all the contestant have to take all

food material form amul store

Innovations(AMUL)

Buy one get one free

Range of Amul ice crems

Range of Amul ice crems

Amul ice cream for health conscious persons

Innovations (HUL)

Kwality launched Swirl’s Parlors in India in 2004, and currently has 51 Swirl’s Parlors.

Kwality market its ice cream With this slogan

“love in every bite”"Connector of Hearts" "ho Jaye Dil Ka Connection" “Spark your love with kwality walls”

• overcoming the price barrier HUL create products such as Cornetto Choco Fudge sold at Rs 15

• products specifically targeted at kids such as Bikimax and Choco Vanilla sold at Rs 5.

• They Also have their Home range priced at Rs 99.

What should hul done

• HUL's market share in Rs 1,200 cr ice-cream market is 9 per cent compared with 37 per cent for Amul

• increase in the number of outlets would play a key role in the sales.

• Should explore semi urban or small towns• Also launch low price ice cream and frozen

deserts

• For parties marriages birth day like functions special schemes or services can be provide like baskin robbins doing

• Target event like common wealth and world cup and for them special verity of ice cream can also be launch

• Explore Sugar free , probiotic , low fat ice cream market

• Sponsor or organize some of kids and mother health related programme or camps

• Open ice cream parlor in school and universities campus

• Ice-cream sales are purely determined by the availability of refrigerators. We can help shops in rural areas to procure refrigerators through self-financing schemes. Like amul did

• Idea of Super premium ice cream shows status symbol that allows the purchaser to feel good about what he/she has accomplished in life.

• Concept of Brand loyalty- made substantial effort to gain a develop

favorable reputation & image with buyers through frequent promotional campaigns i.e. free cone Days donation to social causes & the use of eco friendly products.

ANUJ KHANDELWALSATISH SAINI