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2

PROJECT REPORT ON

“GAP ANALYSIS OF AMUL ICE-CREAMS IN

METRO MARKET OF WEST BENGAL”

THIS STUDY WAS CONDUCTED FROM 4th

JUNE 2014

TO 4th

AUGUST 2014

AT

GUJARAT CO-OPERATIVE MILK MARKETING FEDERATION

LIMITED

BY- ROHAN BHAYANI ; MBA

FROM

AMITY GLOBAL BUSINESS SCHOOL

KOLKATA CENTRE

A REPORT SUBMITTED IN PARTIAL FULFILLMENT OF

THE REQUIREMENTS OF MBA COURSE DURING (2013-

2015)

COMPANY GUIDE

Mr Sandipan Dutta (Territory Sales Incharge), WestBengal

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PREFACE

The MBA program is a well structured and integrated course of business

studies.

The main objective of practical training at MBA level is to develop skills in

students by supplement to the theoretical study of business management in

general. Industrial training helps to gain real life knowledge about the industrial

environment and business practices.

The MBA program provides student with a fundamental knowledge of business

and organizational functions and activities, as well as an exposure to strategic

thinking of management.

In every professional course, training is an important factor.

Professors give us theoretical knowledge of various subjects in the college but

we are practically exposed to such subjects when we get the training in the

organization. It is only the training through which I came to know that what an

industry is and how it works. I can learn about various departmental operations

being performed in the industry, which would, in return, help me in the future

when I will enter the practical field.

Training is an integral part of MBA and each and every student has to undergo

the training for 2 months in a company and then prepare a project report on the

same after the completion of training.

During this whole training I got a lot of experience and came to know about the

management practices in real and how it differs from the theoretical knowledge.

In todays globalize world, where cutthroat competition is prevailing in the

market, theoretical knowledge is not sufficient. Besides this, one need to have

practical knowledge, which would help an individual in his/her carrier activities

and it is true that “Experience is the best teacher”.

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CERTIFICATE The following summer internship project report titled ---

“GAP ANALYSIS OF AMUL ICE-CREAMS IN METRO MARKET OF

WEST BENGAL” at Gujarat Co-operative Milk Marketing Federation Ltd.,

Kolkata from 4th

June 2014 to 4th

August 2014 is here by approved as a certified

study in management carried out and presented in a manner satisfactory to

warrant it’s acceptance as a prerequisite for the award of MBA

For which it has been submitted. It is understood that by this approval the

undersigned do not necessarily endorse or approve any statement made, opinion

expressed on conclusion drawn therein but approve the

Summer internship report only for the purpose it is submitted.

-------------------------------------------------------------

Signature of Officer in Charge

Kolkata, G.C.M.M.F Ltd

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DECLARATION I hereby declare that the following project report titled

“GAP ANALYSIS OF AMUL ICE-CREAMS IN METRO MARKET OF

WEST BENGAL” at Gujarat Co-operative Milk Marketing Federation Ltd.,

KOLKATA is an authentic work done by me. It is to the best of my knowledge

and belief.

This is to declare that all my work indulged in the Completion of this Project

Report such as research, competitor analysis and sales promotion is a profound

and honest work of mine.

Date: Signature

Mr. ROHAN BHAYANI

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ACKNOWLEDGEMENT

With immense pleasure, I would like to present this project report for

GUJARAT COOPERATIVE MILK MARKETING FEDERATION LTD.,

ANAND (AMUL).It has been an enriching experience for me to undergo my

summer training at AMUL, which would not have been possible without the

goodwill and support of the people around. As a student of AMITY GLOBAL

BUSINESS SCHOOL, I would like to express my sincere thanks to all those

who helped me during my practical training program.

I would like to thanks Mr S. K. Simlai the branch manager AMUL KOLKATA.

I would like to thank Mr Arindam chatterjee .I would also like to give my

heartily gratitude to the industry guide Mr Sandipan Dutta (Territory sales

Incharge) for having given me the opportunity to do my project work in the

organization, and lighted my way of progress with his guidance.

I would like to express my sincere gratitude to my Dean Ankita Chakrabarty

for the continuous support. I thankfully acknowledge the continuous support

and inspiration given to me by my Project Guide Prof. Soma Sinha Roy for

sparing her valuable time with me and giving all the guidance in executing the

project as per requirement .

I am grateful to my friends for giving support in my project. Lastly, I would like

to thank each and every person who helped me in completing the project

especially MY PARENTS.

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EXECUTIVE SUMMARY

In today’s competitive world while entering in the market it is very necessary to

have good knowledge of the potential of a particular market. The information

regarding the activities of competitor’s existing in the market is very essential in

chalking outour own plan.

It is also necessary to retain the existing customers apart from attracting the new

customers. The Project is concerned with the market analysis & sales

development of Amul Ice Cream in Kolkata, West-Bengal.

The project is included as a part of MBA Program and is carried out from 4th

June 2013 to 4th August 2014.

1.1 Title:

“GAP ANALYSIS OF AMUL ICE-CREAMS IN METRO

MARKET OF WEST BENGAL”.

1.2 Organization:

“Gujarat Co-operative Milk Marketing Federation (GCMMF)”

1.3 Objective:

The Primary objective of study was to find size of retail network of Amul Ice

Cream in specific areas of Kolkata. In the study my intention was to go through

the retail network of Amul Ice Cream to know retailers view about supply chain

of Amul Ice Cream, to know the complaints of Amul Ice Cream and to find the

suggestions from retailers for more penetration of Amul Ice Cream in Kolkata

region.

The secondary objective was to find out about competitors activities, finding out

what all schemes they have been using to attract customers as well as retailers.

My intention was to find out the penetration of the schemes whether it is

working out for the competitors or not.

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1.4 Research Methodology:

Research type was descriptive. The research was done through retailers. I have

collected the primary data through questionnaire which was filled by retailers.

Questions were both open and close ended. The secondary data was collected

from the distributors and salesman.

Sampling done is non probability sampling. The type of sampling method was

Judgment sampling.

1.5 Findings:

In Kolkata region there are numerous number of players. Few of them are

KWALITY WALLS, METRO, MOTHER DAIRY, CREAM BELL.

As per the findings KWALITY WALLS is the Market leader and has the largest

market share. Awareness and acceptance of Amul Ice Cream among the

retailers as well as consumers is high but market coverage is very average.

1.6 Data Analysis:

The data analysis was done area wise. It gives idea about the competitors of

Amul Ice Cream. It gives information regarding their market share.

1.7 Conclusion:

It was concluded that Amul ice cream has a high potential in the market and is

highly preferred by customers, demand for the products are so much that

customers are shifting to other brands because of supply shortages.

Also certain policies adopted by Kwality Walls like that of providing free

fridges to retailers have hit Amul very dearly in terms of market coverage.

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INDEX

Sr. No.

Chapter Name

Page

No.

1 Objective and scope of study 10

2 Company Profile 11-12

3 Introduction on Ice Cream Industry 13

4 Various Brands of Amul 14-16

5 Market Share of Ice-Cream Brands 17

6 Competitors Kolkata market 18-19

7 Competitors activity in Kolkata market 20

8 Research methodology 21-22

9 Data processing and analysis 23-33

10 Limitations 34

11 Conclusion 35

12 Suggestion and recommendation 36-37

13 Bibliography and webliography 38

14 Appendix 39-51

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Objective and Scope of Study

To find the distribution gap in the market.

To create proper branding for existing outlets and convert new outlets for

Amul.

To check the awareness as well as level of satisfaction of retailers with

distributors & the company.

To Analyse the competitors activity and profit margin through retailers

Need of Study

Managers are always curious about the position of their company’s products in

the market which largely depend upon the company’s goodwill, and the position

of their brand. In order to maximize the sale and profit, company must deliver

outstanding satisfaction to the retailers, wholesaler & customers. So market

survey of retailers, wholesalers & customers is required to chart out the position

of the company as compared to the competitors. It helps the organization to find

out if the brand is being sold most by the retailers along with their stocking and

also consumers buying preferences.

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COMPANY PROFILE

Amul is an Indian dairy co-operative, based at Anand in the state of Gujarat,

India. The word Amul is the derived from the sanskrit word Amulya, meaning

invaluable. The co-operative is also referred as Anand Milk Union Limited

(AMUL). Formed in 1946, it is a brand managed by a co-operative body, Gujarat

Co-operative Milk Marketing Limited (GCMMF ltd.) which today is the largest

milk producer in India. Amul spurred India's white revolution which made the

country the world’s largest producer of milk and milk products. Dr.Verghese

Kurien was the founder and chairman of GCMMF for more than 30 years (1973-

2006), was also known as the Father of White Revolution

2.1 Introduction & History :

In the year 1946 the first milk union was established. This union was started

with 250 liters of milk per day. In the year 1955 AMUL was established. In the

year 1946 the union was known as KAIRA DISTRICT CO-OPERATIVE

MILK PRODUCERS’ UNION. This union selected the brand name AMUL in

1955.The brand name Amul means “AMULYA”. This word derived from the

Sanskrit word “AMULYA” which means “PRICELESS”.A quality control

expert in Anand had suggested the brand name “AMUL”. Amul Butter, Amul

Milk Powder, Amul Ghee, Amulspray, Amul Cheese, Amul Chocolates, Amul

Shrikhand, Amul Ice cream, Nutramul, Amul Milk and Amulya have made

Amul a leading food brand in India. (The total sale is Rs. 18 billion in 2012).

Today Amul is a symbol of many things like of the high-quality products sold at

reasonable prices, of the genesis of a vast co-operative network, of the triumph

of indigenous technology, of the marketing savvy of a farmers' organization and

has a proven model for dairy development (Generally known as “ANAND

PATTERN”).

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2.2 GCMMF Overview:

Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest

food products marketing organization. It is a state level apex body of milk

cooperatives in Gujarat 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. Gujarat Cooperative Milk Marketing

Federation Ltd (GCMMF) is the largest Organization in FMCG industry

engaged in marketing of milk & milk products under the brand names of

AMUL and SAGAR with an annual turnover exceeding Rs11000 crores.

GCMMF is a unique organization. It's a body created by Farmers, managed by

competent professionals serving a very competitive and challenging consumer

market. It is a true testimony of synergistic national development through the

practice of modern management methods.

2.3 Vision:

GCMMF will be an outstanding marketing organization, with specialization in

marketing of food and dairy products both fresh and long life with customer

focus and IT integrated. The network would consist of over 100 offices, 8500

stockiest covering at least every Taluka. Head quarter servicing nearly 10 lakh

outlets with a turnover of Rs.17,000 Cr and serving several co-operatives.

GCMMF shall also create markets for its products in neighboring countries.

2.4 Mission:

GCMMF endeavors to satisfy the taste and nutritional requirements of the

customer of the world through excellence in the marketing by our committed

team. Through co-operative networking, we are committed to offering quality

product that provides best value for money.

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Introduction to Ice Cream Industry

The ice cream market growth picked up after de-reservation of the sector in

1997. Of the total size of Rs 15-16 billion, around 30-32% is in the hands of

organized sector valued at Rs 4.9bn, rest are in the hands of the unorganized

sector. Among the major players in this industry Hindustan Lever has a market

share of around 40% represented mainly by Kwality Walls brand, Amul with an

estimated market share of 35% is rapidly gaining market share and other players

like metro, mother dairy, rollick, cream bell hold 25% of the market share.

3.1 Production Area :

The main market for organized sector is restricted to large metropolitan cities.

In small towns and villages, there are thousands of small players who produce

ice- creams / kulfis in their home backyard and cater to the local market.

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.

3.2 Growth promotional activities :

The Indian government adopted the policy of liberalization regarding the ice

cream industry also and it is since then that this sector has shown an annual

growth ranging from 15- 20% per annum for last 1- 2 years.

3.3 Types :

Indian Ice Cream market can be segmented in three different ways, namely on

the basis of flavours; on the basis of stock keeping units / packaging and on the

basis of consumer segments.

On the basis of flavours the market today has a number of flavours like vanilla,

strawberry, chocolate, mango, butterscotch and a number of fruit flavours, dry

fruit flavours traditional flavours like Kesar Pista, Kaju Draksh etc. The market

is totally dominated by Vanilla, Butter Scotch and Chocolate, which together

account for more than 70% of the market followed by butterscotch and other

fruit flavours.

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Various Variants of Amul

ICE

CREAM

CUP

STICK

CONE

TUB

BAR

GALLONS

15

CUP

VANILLA B.SCOTCH

KESAR PISTA

MDF

TWO IN ONE RAJBHOG

CONE

BUTTER SCOTCH

CHOCOLATE

PISTA

BADAM

CANDY

FROOTLICKZ

DOLLIEZ

PROLITE CHOCOBAR

FROSTICK

KULFI

FUNDOO

B.SCOTCH

16

GALLON

2.5

Lt.

4 Lt.

5 Lt.

VANILLA

B. SCOTCH

VANILLA

B. SCOTCH 2 IN 1

VANILLA CHOCOLATE B.SCOTCH

MANGO 2 IN 1 PINEAPPLE

BAR

750+750 ml 2 Lt. 1.25 Lt.

Chocochips

B.Scotch

Vanilla Royale

Strawberry

Fruit N Nut

B.Scotch

Alphonso

Chocolate

Vanilla Royale

2 in 1

Kesar Pista

Fruit Bonanza

Kaju Draksh

Shahi Anjir Cookies N Cream

Afghan Dry Fruit B. Scotch, Rajbhog

Chocolate

Alphonso Mango

Vanilla Royale

TUB

125 ml 500 ml 1 Lt.

SUNDAE

YOGHURT

CRÈME RICH

SUGAR FREE SUGAR FREE

YOGHURT

CRÈME RICH

MDF

C.BROWNIE

SUNDAE

OTHERS

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Market Share of Ice-Cream Brands in India

Above picture shows the Current scenario of market share of Ice

Cream industry in India In terms of Sale Volume

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COMPETITORS IN KOLKATA

MARKET

For a company to excel, they need to be well aware about their competitors. The

main rivals of Amul are as follow -:

1. Kwality Walls

2. Cream Bell

3. Mother Dairy

1. KwalityWalls - Kwality Wall’s was previously known as Kwality,

owned by Pishorilal Lamba. Kwality Wall's is a major producer and

distributor of ice cream and other dessert products in India, Pakistan, Sri

Lanka, Malaysia and Singapore. It is a company of Hindustan Unilever,

the arm of Unilever in India, and is an extension of the Wall's ice cream

brand of Great Britain.

Kwality, the original Indian company, was founded in 1956, and was the

first in the region to import machinery for the mass production and sale of

ice cream on a commercial scale. In 1995, in view of the growth potential

of the frozen confections market, Kwality entered into an agreement with

Lever, and has since been known by its current umbrella name.

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2. Cream Bell - In 2003, RJ Corporation instigated Cream Bell Ice Cream in

India in Technical collaboration with French Dairy major - Candia. Since

then cream bell has delighted the taste bud of millions with variety of

refreshing and exotic ice cream flavours of international and traditional

nature. Cream bell is one of the fastest growing ice cream company in the

country and has already bagged 6% of market share in all over India. Its

presence in 19 states and its availability has made this brand widely

acceptable in hospitality sector.

3. Mother Dairy : - Mother Dairy set up in 1974, is a wholly owned

subsidiary of National Dairy Development Board (NDDB) of India.

Mother Dairy's range of products includes the brands Mother Dairy (milk,

milk products, curd, ice cream, butter, etc.), Dhara (range of edible oils)

and Safal (range of fresh fruits and vegetables, frozen vegetables, fruit

juices).

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Competitor’s activity in Kolkata

market

Competitor’s activity means the market strategy of the competitors. Activities

are in terms of Schemes, percentage to retailers and POP utilization and many

others.

POP UTILIZATION :

The above graph shows the POP utilization or the brand visibility in

Kolkata Market.

Trade Percentage to retailers :

0 5 10 15 20 25

Kwality WallsAmul

Cream BellMetro

Mother Dairy

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Research Methodology

The research was conducted from 4th

June to 4thAugust, 2014. The research

included meetings with the retailers, consumers and dealers. It included

preparation of the questionnaire to be answered by above people for knowing

the competitive position of Amul in the ice cream market.

The views of the above parties were recorded in the research as per the

questionnaire set by us.

4.1 Research Approach :

The objective was to know the competitive position of Amul in the market, thus

in order to successfully conduct the research an unbiased opinion of the above

parties was desirable. Thus i conducted the research as the representative of

AMUL Company.

4.2 Research Instrument :

The research instruments were structured questionnaire formulated for the

respondents. The questionnaire was different for the retailers and dealers and for

the consumers there was a different set of questionnaire. There were also the

area maps.

4.3 Types of Question:

The second important aspect in the designing a questionnaire is to decide which

types of question are to be used. Question can be classified in various ways -

Open-ended question

Dichotomous question

Multiple-choice Question

My questionnaire consists of all three types of question. Mostly all questions are

multiple type questions. Dichotomous question are few in number. There is only

one open-ended type question.

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4.4 Phrasing of Question:

In questionnaire, I tried to phrase the questions in logical way. For example I

arranged the questions in sequence as personal information, awareness data,

usage data, and finally related to reason and satisfaction.

4.5 Sampling Plan:

The sample size was as follows:

SR NO RESPONDANT TOTAL NO

1. RETAILER 250

4.6 Sampling Technique:

A stratified sampling technique was used. A different Stratum for different type

of respondent within every stratum the respondents was selected as per

convenience basis.

4.7 Method of Survey:

Personal Interview: It is direct form of investigation, involving face-to-

face communication with feedback. It offers a sense of participation. It is

more flexible form of data collection. Use of unstructured, open-end

questions is possible. Rate of refusal is low. Depth interview is possible.

Complex questions can be asked. The interview can have questions to

secure more information.

Visual aids in the form of catalogues samples etc. can be used to get

views, opinions, and attitudes of responder.

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DATA PROCESSINNG

&

ANALYSIS

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QUESTIONNAIRE

Survey on Amul Ice Cream

Name: ________________________

Shop Name: ________________________

Location: ________________________

Ph. No : ________________________

1. Which all Ice Cream brands do you keep in your shop?

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2. Do customers prefer AMUL ice-cream ?

3. Are customers aware about Amul ice-cream availability in your store ?

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4. Do you think that price of amul ice-cream are high?

5. Do you find packaging of the brand appealing?

Yes

No80%

20%

Yes

No70%

30%

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6. Has Amul Ice Cream sale dipped over the years?

7. Do you think Amul should use a brand ambassador or it should stick

with the Amul girl ?

Yes

No

50% 50%

Amul Girl

BrandAmbassador

30%

70%

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8. Do customers prefer sugar free Amul ice-cream?

9. Do you think that Amuls marketing strategies are appropriate?

Yes

No80%

20%

Yes

No

30%

70%

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10. From where do customers get to know about Amul ice-creams?

11. Are you satisfied with the Amul ice-cream distributors?

0%

10%

20%

30%

40%

Yes

No80%

20%

30

12. Are you happy with the various schemes given by Amul?

13. Do you get timely supply of the products?

Yes

No70%

30%

Yes

No70%

30%

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14. Any other suggestions?

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ANALYSIS OF THE SURVEY

Through this survey, it is clear that:

1. People love Amul ice cream very much.

2. It is one of the most preferred brand of ice cream.

3. Lack of effective marketing.

4. Lack of new schemes (although this has improved somewhat during the

course of research).

5. Supply is not being able to meet the demand.

REPOSITIONING OF THE BRAND

Amul have since start positioned them as the ice cream for middle class people,

which itself is not a bad thing considering the fact that India in general and

Kolkata in particular is filled with price sensitive customers. But as we all know

peoples spending capacity has increased and is constantly moving up and this is

where Amul is being hit badly, especially in the metro cities metro markets,

people are considering Amul Ice Cream as bog-standard level Ice Cream brand.

Which is not the truth otherwise.

Thus Amul should consider repositioning its brand as the brand that can be

looked up to by higher society people as well.

How can this be done? Not by increasing the price of its products, but by

introducing fresh new Ice Cream products with new flavours ( like kitkat

flavour, oreo flavour, Kiwi Flavour etc) and pricing them little higher than its

general line of products and side by side also improve the packaging, it should

look rich.

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Advertising Poster For Mass Awareness

Created By Amul in Kolkata

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LIMITATIONS

This report had to work under several constraints and limitations. Some of the

key limitations are.

1. Time period of the project was 8 weeks, which may not be enough to

understand the whole market.

2. Convenient sampling was used as the mode of conducting the research.

3. The sample size taken was small, therefore it can be said that the chosen

sample is not the representative of the whole population and this hindered

quantitative research.

4. The psychology and temperament of a respondent play a significant role.

Some respondents are more sensitive as against others who are more

tolerant. A change in the composition of the respondents can affect the

answers adversely or favorably.

5. Respondents may not have been true in answering various questions and

may be biased to certain other questions.

6. Out of the whole research and analysis, only major brands could be

highlighted, leaving aside the other non-popular brands.

7. The questionnaire mostly contained multiple choice questions, therefore

many respondents did not give a proper thought answering the questions,

and some even ticked things, which were not applicable. Therefore, all

this increased the biasness.

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CONCLUSION

Amul means different things to different people. To a milk producer – A life enriching experience

To a consumer – Assurance of having wholesome milk To a mother – A reliable source of nourishment for her child

To the country – Rural development and self-reliance

As we know that Amul is very big organization and market leader in dairy

products. It has maximum market share in Milk, Butter and Cheese which are

its main/core products. But in case of Amul Ice cream it is not a popular product

as compared to other Amul Products. All the retailers feel that Amul products

are very good in taste and once a customer tries it they become a loyalist to the

brand but, then again, supply shortages have lead to customers shifting to other

brands and retailers too start keeping less of Amul Ice Cream.

Also, strong marketing tactics adopted by other brands have resulted in Amul

Ice cream being left behind.

It was a great experience working in Amul. The people, the work culture,

working environment was very comfortable and easy to get accustomed with.

These two weeks in Amul were not only enriching but a great learning curve,

where I learned how a big company like Amul works, what routine they follow,

what are their hierarchy structure, how they successfully manage such a huge

supply chain.

Amul also taught me how a market leader becomes a market leader, what they

have done to reach that position and to also maintain it for years and years.

I was made a part of most of the meetings that were conducted at the

distributor’s point where all the issues were discussed which was very helpful

for me in understanding how are grievances and problems handled.

As I conclude this project I would like to tell that Amul has great potential and

with the help of this research, I hope company can find out its drawbacks and

can increase its market share by rectifying its mistakes. People have believed in

Amul’s product always and they will accept it also if effective actions are taken.

36

SUGGESTIONS &

RECOMMENDATION

Amul Ice Cream are among the top ice cream brands, but like every company

Amul also has its few weaknesses, which have already been discussed in the

project. Few of the recommendations to rectify or improve on them are

discussed below.

1. Not popular among higher segment buyers, Amul is not preferred by

customers who are not price sensitive; they don’t find Amul’s quality at par

with Kwality Walls. Company should try and reposition itself in the market

through the steps discussed earlier.

2. Amul has a relatively good distribution network but demand is not meeting

the supply. Lack of consistent supply is leading to customers being pushed

away to other brands. Maximum number of vendors do not get the products

that they ask for, for months. Company should focus on this issue and try and

improve the supply chain management.

3. In this competitive market not providing free fridge to retailers when your

biggest competitor is providing it with ease leads to huge loss in market

share. All the retailers are in the habit of getting free fridges from Kwality

Walls, this strategy by Kwality Walls is not only pushing out Amul from the

shops but also not letting it enter to areas where Amul haven’t been able to

reach yet.

4. Lack of push carts, which are very popular among genral public. A general

tendency have been noticed among customers is that they might not enter a

ice cream outlet and purchase ice creams to eat but they definitely tend to buy

ice creams when they suddenly see a push cart. Company should consider

increasing its push carts in the market, considerably.

5. Lack of sufficient number of scooping parlours, Amul has only three

scooping parlour in whole of Kolkata that also inside some lane or not so

popular area, whereas Kwality Walls scooping parlour (SWILRS) are

innumerable in number and are situated in all the crowded areas (near malls,

inside restaurants etc). Number of Scooping parlour should be increased.

37

6. Provide reasonable Margin to retailers as compared to competitors, this

motivates them to promote company’s ice cream products. Incentives &

schemes should be given to the retailers and some cross check system should

be followed to check if the schemes are being communicated properly by

distributors or sales person

7. Amul’s packaging, apart from its latest crème rich products, is very mediocre.

As all say “Jo dikhta hai wo hi bikta hai” and appealing packaging, one with

a rich or eye catch look will boost Amul Ice Cream sale.

38

BIBLIOGRAPHY AND

WEBLIOGRAPHY

Books:

1. Marketing Management (12th Edition) –Philip Kotlar

2. Research Methodology – C. R. Kothari

Websites:

● www.google.co.in

● www.wikipedia.com

● www.amul.com.

● www.marketresearch.com

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APPENDIX

40

QUESTIONNAIRE

1. Which all Ice Cream brands do you keep in your shop?

2. Do customers prefer Amul Ice Cream?

3. Are customers aware about Amul Ice Cream availability

in your store?

4. Do you think price of Amul Ice Cream are high?

5. Do you find packaging Amul Ice Cream appealing?

6. Has Amul Ice Cream sale dipped over the years?

7. Do you think Amul should a use brand ambassador or it

should stick with the Amul girl?

8. Do customers prefer sugar free Amul Ice Cream?

9. Do you think Amul’s marketing strategy are appropriate?

10. From where do customers get to know about Amul Ice

Cream?

11. Are you satisfied with Amul Ice Cream distributor?

12. Are you happy with the various schemes given by Amul?

13. Do you get timely supply of the product?

14. Any other suggestions?

41

WEEKLY REPORTS