“THE TASTE OF INDIA”

A TOASTE TO THE WORLD

PRESENTED BY:EULAILY PAMTHET

NANDALALA SINGHAMOS

A BRIEF PROFILE OF THE ORGANISATION

Amul was formally registered on December 14, 1957. The brand name Amul, sourced from the Sanskrit word Amoolya, means priceless.

In 1973, the milk societies/district level unions decided to set up a marketing agency to market their products. This agency was the Gujarat Cooperative Milk Marketing Federation (GCMMF).

Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products marketing organisation.

Mr. P.G. Bhatol is the present Chairman.

Members: 13 district cooperative milk producers' Union

No. of Village Societies: 13,328Total Milk handling capacity: 11.22 million litres per day

Milk collection (Total - 2008-09): 3.05 billion litres

All Amul Ice Cream plants are ISO 9000-HACCP certified. Amul is in the process of getting ISO 22000 (Improved version) certification for all its plants.

The name Amul was most probably suggested by a quality control expert in Anand.

The name was short, memorable and

easily pronounced.

AMUL LOGO AND ITS IMPORTANCE  

Symbol of “AMUL”(Anand Milk Union Ltd.)

is ring of four hands, which are coordinated

each other. The first hand is of Farmer,

second hand of Processor, third hand of

Marketer and fourth hand of Customer. It’s

the joint efforts & productive team work that

has enabled its success.

 

Sales TurnoverSales turn over of GCMMF from 1994 to 2009

Areas of Operation 

Besides India, AMUL has entered overseas markets such as:

Mauritius, UAE,  USA, Bangladesh, Australia, China, Singapore, Hong Kong and a few South  African nations. Other potential markets being considered include Sri Lanka.

COMPANY PROFILE

HEADQUARTERS

 

INDUSTRY

 

TYPE

 

STATUS

 

COMPANY SIZE

 

FOUNDED

 

WEBSITE

ANAND GUJARAT , INDIA

DAIRY

 

GOVERNMENT AGENCY

 

ACQUIRED

 

1,500 EMPLOYEES

 

1973

 

http://www.amul.com

PRODUCTS

Over the years, Amul has come up with many products. There has been product line  extension as well as product category extension. The picture below is a snapshot of  various SBU’s of Amul.

 

About amul ice-cream

Amul Ice Cream was launched on 10th March, 1996 in Gujarat.

In 1997, Amul ice creams entered Mumbai followed by Chennai in 1998 and Kolkata and Delhi in 2002. Nationally it was rolled out across the country in 1999.

Amul ice-cream entered Assam in the end of year 2007.

It has combated competition like Kwality Walls, Mother Dairy

and achieved the No 1 position in the country. This position was

achieved in 2001 and it has continued to remain at the top.

Today the market share of Amul ice cream is 38%, 4 times

larger than its closest competitor of HUL having 9% of share.

Amul’s entry into ice creams is regarded as successful due to

the large market share it was able to capture within a short

period of time – due to price differential, quality of products and

of course the brand name.

Amul ice-creams product list Royal Treat Range (Butterscotch, Rajbhog, Malai Kulfi)

Nut-o-Mania Range (Kaju Draksh, Kesar Pista Royale, Fruit Bonanza,

Roasted Almond)

Nature's Treat (Alphanso Mango, Fresh Litchi, Shahi Anjir, Fresh

Strawberry, Black Currant, Santra Mantra, Fresh Pineapple)

Sundae Range (Mango, Black Currant, Sundae Magic, Double Sundae)

Assorted Treat (Chocobar, Dollies, Frostik, Ice Candies, Tricone,

Chococrunch, Megabite, Cassatta)

Utterly Delicious (Vanila, Strawberry, Chocolate, Chocochips, Cake

Magic)

MISSION AND VISION

MISSION VISION

Expansion of distribution network, creative marketing, consumer education and product innovation.

The taste of India is to be a part of everyone's life. Its vision is quality and unity.

SWOT ANALYSIS OF AMUL ICE-CREAMStrengthAmul has a strong brand image

among the customers. Consumers believes whatever Amul provides is of good quality.

Amul’s market visibility is very high.

Amul sell milk and cream, instead of frozen dessert as it is said by other brands.

Weakness

Promotional activity of ice-cream is not at all up to the desired level.

The distribution do not have any cold storage facility.

Supply chain management of Amul is not very good.

Opportunity

Huge potential in the market. Consumers prefer to take and serve ice-creams in every occasion.

With increasing influence of media, consumers can be easily made aware of what Amul is providing in ice-creams.

APO (Amul Preferred Outlet), are those places where Amul products and ice-creams are easily available in the market.

Threats

The main competitor in the field of ice-cream for Amul is Kwality Wall’s along with local players like Rollick and Red Ribbon.

Margin given by local players is more than what Amul gives.

Other brands like Kwality Wall’s give more importance on mass media advertisement like Television.

In case of push-carts Kwality Wall’s and Rollick is having a huge market.

STUDY OF THE PRESENT AND

ACCEPTANCE OF AMUL ICE CREAM

IN SHILLONG

INTRODUCTION TO AMUL ICE CREAM

Amul ice cream was launched on 10th march, 1996 in Gujarat.

In 1997 Amul ice creams entered Mumbai followed by Chennai in 1998 and Kolkatta and Delhi in 2002. Nationally it was rolled across the country in 1999.

Today the market share of Amul ice cream is 38% share

SIGNIFICANCE OF THE PROJECT

The project on the topic “Study of the present and acceptance of Amul ice-cream in Shillong” is very important for the corporation. Amul ice cream was first introduced in Shillong in September 2009. It is through this project that Amul will get the feedback about the presence and acceptance of Amul ice-cream in Shillong

Not only has it grown at a phenomenal rate but has added a vast variety of flavors to its ever growing range.

In September, 2009 Amul ice cream wasintroduced in Shillong.

Amul’s entry into ice cream is regarded as successful due to the large market share it was able to capture within a short period of time

EXECUTIVE SUMMARY PROJECT TITLE : STUDY OF THE PRESENT AND ACCEPTANCE OF

AMUL ICE CREAM IN SHILLONG

ORGANIZATION : GUJARAT CO-OPERATIVE MILK MARKETING

FEDERATION LIMITED, GUWAHATI.

ORGANISATIONAL GUIDE : MR. APURVA MISRA, DEPUTY MANAGER

(SALES) , GCMMFL, GUWAHATI.

FEILD GUIDE : :MR. SAMIN ALI,EXECUTIVE (SALES)-SHILLONG DEPOT

DURATION : TWO MONTHS (4TH JUNE TO 3RD AUGUST, 2010)

PROBLEM STATEMENT

The survey on the Present and Acceptance of Amul ice-cream in Shillong covers only the main parts of Shillong. The sample size of the survey is 50,which include 10 for the retailers and 40 for the customers. The survey has been a difficult task as many of the respondents especially the retailers where not willing to disclosed their identity and contact number which can be of great used for the company in future.

METHODOLOGY INVOLVED

Research type : Exploratory type.

Sampling plan : The sample was selected on the basis of Random Sampling.

Sample size: The size is 50,10 for the retailers and 40 for the customers

Data source : Both Primary and

Secondary data. 

 

Schedule design : A well

structured schedule comprised of

closed-ended, multiple choice and

dichotomous questions.

Method of Data collection :

Primary data were collected by face

to face interview with the help of a

well structured schedule and

secondary data were collected from

books, magazines/journals, and

websites

ANALYSATION

AND

FINDINGS

RETAILERS

1. Are you dealing in Amul Ice-cream?

RESPONSE PERCENTAGE %

YES 100%

NO 0%

YES NO0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

100%

0%

NOYES

INTERPRETATION:

 

The above graph shows that 10 out of 10 retailed respondents,

dealed in Amul Ice-cream that gives a 100% positive response

towards the product.

 

FINDINGS:

 

From the above diagram, it shows that Amul ice-cream receives

a positive response from the retailers which is a good sign for

the company to segment its market into more interior parts of

the state

 

2.Why do you deal in Amul Ice-cream?RESPONDENTS PERCENTAGE% RESPONDENTS PERCENTAGE%

Quality 70% Profit 10%

Demand 50% Location of supply

point

10%

Affordability 20% Brand Image 40%

70%

50%20%

10%

10%

40%QUALITYDEMANDAFFORDABILITYPROFITLOCATIONBRAND IMAGE

INTERPRETATION: 

The pie diagram indicates;

Quality-70% supported that quality was the reason of dealing in Amul ice-

cream.

Demand-50% supported that demand was the reason of dealing in Amul ice-

cream.

Affordability-20% supported that affordability was the reason of dealing in

Amul ice-cream.

Profit-20% supported that profit was the reason of dealing in Amul ice-cream.

Location-10% supported that location was the reason of dealing in Amul ice-

cream.

Brand image-40% supported that Brand image was the reason of dealing in

Amul ice-cream.

 

FINDINGS: 

From the above interpretation we can draw out that the most important reason that the retailers deals in Amul ice-cream is

because of the quality of the product, the demand that it creates in the market and the brand image of the company. Amul

ice-cream has made its presence in the market through its quality and brand image that create its demand in the market

3. What difficulties do you face in dealing with Amul Ice-ream?Respondents Percentage %

Unawareness of the

customers about the product

20%

Shortage of stock 100%

No proper distributing

channels

40%

0%20%40%60%80%

100%120%140%160%

20%

100%

40% NO PROPER DIS-TRIBUTION CHANNELSSHORTAGE OF STOCKUNAWARENESS OF THE CUSTOMERS

INTERPRETATION

Based on the graph shown above;

40% of the retailers complains that there is no proper

distributing channels from the company to deliver the

products on time.

100% of the retailers put forward that shortage of

stock is the main difficulty that the retailers had to face

from time to time while dealing with the customers.

20% point out that many customers are still unaware of

the presence of Amul ice-cream in the state.

FINDINGS

Many retailers face difficulties in dealing with Amul ice-cream

is due to the shortage of stock. The company was unable to

supply the required stock as per the demand in the market.

Many times the retailers had to send back the customers

disappointed because of the unavailability of the product. It is

found out that the company is unable to meet the necessary

stock required by the retailers most of the time. Distributing

channels is very poor from the company side. Many customers

are still unaware about the presence of Amul ice-cream in

Shillong. This has something to do with the marketing channels

of the company

3. How likely are you to continue doing business with Amul?

Respondents Percentage %

Very likely 80%

Neutral 20%

Very unlikely 0%

VERY LIKELY NEUTRAL VERY UNLIKELY0%

10%

20%

30%

40%

50%

60%

70%

80%

80%

20%0%

INTERPRETATION  80% of the retailers stick to continue

doing business with Amul. 20% are neutralFINDINGS: Majority of the retailers are planning to

continue the business with Amul. This paves the way for the company to segment its market to various remote parts of Shillong reaching every corner of the state as a whole

5.Your frequently visited customers fall under the age group of;

Respondents Percentage %

1-10 years 10%

10-20 years 20%

20-40 years 70%

40 years and above 0%

1-10 years 10-20 years 20-40 years 40 and above0%

10%

20%

30%

40%

50%

60%

70%

10%20%

70%

0%

INTERPRETATION 

In the above figure the percentage of the age group of the daily

customers of Amul ice cream are shown.

10% falls under the age group of 1-10 years.

20% falls under the age group of 10-20 years.

70% are under the age group of 20-40 years.

 

FINDINGS

The age group between 20-40 years surprisingly receives the

highest percentage of being the frequent visitors of Amul ice-cream

retail stores. This gives the company to focus their future

customers within this age group but at the same time not to

neglect the other groups as well.

6. What are the categories of Amul ice-cream do you offer? Please tick all that apply.

Respondent

s

Percentage

%

Respondent

s

Percentage

%

Prolife 90% Cups 100%

Sugar free 70% Fundoo 50%

Exotica 90% Milk Bars 70%

Tricone 90% Dollies 40%

Sundae Swirl 90% Ice Candies 40%

0%20%40%60%80%

100% 90%70%

90% 90% 90%100%

50%70%

40% 40%

Percentage %

INTERPRETATION

The figure above depicts the percentage of the different categories

of Amul ice-cream offered by the retailers;

90% of the retailers offer Prolife, 70% offer sugar free, 90% offer

Exotica , 90% offer Tricone

90% offer Sundae Swirl, 100% offer Cups, 50% offer Fundoo, 70%

offer Milk Bars, 40% offer Dollies, 40% offer Ice Candies.

FINDINGS:

Here, Amul ice-cream (Cups) is offered by all the retail stores

dealing in ice-cream of the company. Prolife, Exotica and Sundae

Swirl are also offered and available in almost all the retail stores. It

is found out that the demand for cups is high and accepted in

every retail stores dealing in Amul ice-cream.

7. What flavor do you offer?Respondent

s

Percentage

%

Respondent

s

Percentage

%

Vanilla 90% Mango 80%

Strawberry 100% Pineapple 80%

Butterscotch 100% Orange 60%

Chocolate 90%

0%20%40%60%80%

100% 90%100% 100%

90%80% 80%

60%

Percentage %

INTERPRETATION

The above pie diagram indicates the percentage of each

flavour offered and available in every retail stores of

Amul ice-cream.

90% of the retailers offer Vanilla, 100% offer Strawberry,

100% offer Butterscotch,90% offer Chocolate,80% offer

Mango, 80% offer Pineapple and 60% offer Orange.

FINDINGS

Strawberry and Butterscotch are the leading flavors

which are available and offered by all the retailers.

Vanilla and chocolate are also offered by almost all the

retailers amounting to 90% of the retail stores.

8.Which season is your selling peak?Respondents Percentage%

Spring 0%

Summer 100%

Autumn 0%

Winter 0%

SPRING SUMMER AUTUMN WINTER0%

20%

40%

60%

80%

100%

0%

100%

0% 0%

 

INTERPRETATION

The graph above depicts the selling peak of

Amul ice-cream is 100% in summer.

 

FINDINGS

 

Amul ice-cream sells the most during summer

season which indicates that the demand is

very high during this period.

9. What percentage of customers are you expecting to join Amul ice cream in these years?

Respondents Percentage %

1-20 % 20 %

20-40 % 70%

40-60 % 10 %

60-100 % 0%

1-20% 20-40% 40-60% 60-100%0%

10%

20%

30%

40%

50%

60%

70%

20%

70%

10% 0%

INTERPRETATION

The figure above shows the estimated percentage of customers

that are likely to join Amul ice-cream in the near future.

20% of the retailers says that 1-20% are likely to join Amul

70% estimated that 20-40% will be joining Amul in future.

10% hope that 40-60% of customers will join Amul in future.

 

FINDINGS

Majority of the retailers are expecting that in the near future

the demand for Amul ice-cream will grow by 70%. It is quite

clear that the supply of Amul ice-cream needs to be increase in

order to meet the expected demand in the market in future

CUSTOMERS

1. Are you aware of Amul ice-cream?Respondents Percentage %

YES 100%

NO 0%

YES NO0%

20%

40%

60%

80%

100%

100%

0%

INTERPRETATION According to the figure shown in the

above,100% of the respondents are aware of Amul ice-cream.

 

FINDINGS Amul ice-cream is well known in

Shillong.

2. Are you aware of the following brands of ice-cream in Shillong? Please tick any number of brands that you know.

Responden

ts

Percentag

e %

Responden

ts

Percentag

e %

Kwality

Walls

90% Baskin &

Robbins

80%

Rollicks 60% Amul 100%

Vadilall 25% Red Ribbon 30%

Kwality Walls

Rollicks Vadilall Baskin & Robbins

Amul Red Ribbon

0%

20%

40%

60%

80%

100%

90%60%

25%

80%100%

30%

Percentage %

INTERPRETATION

The above pie diagram shows the percentage of the

awareness of the customers about the different brands of

ice-cream available in Shillong.

90% are aware of Kwality Walls, 60% aware of Rollicks,25%

are aware of Vadilall, 80% are aware of Baskin & Robbins,

100% are aware of Amul and 30% are aware of Red Ribbon.

FINDINGS:

Amul is leading ahead in comparison to other brands such

as Kwality Walls, Baskin &Robbins, Rollicks etc. when it

comes to its awareness among the customers in Shillong.

3. How do you come to know about the presence of Amul ice-cream in Shillong? Select all that apply.Responden

ts

Percentag

e %

Responden

ts

Percentag

e %

Family 40% Retailers 20%

Friends 40% Online 2%

Media 30% Dealer 10%

Family Friends Media Retailers Online Dealer0%5%

10%15%20%25%30%35%40%

40% 40%

30%

20%

2%

10%

Percentage %

INTERPRETATION:

The above diagram shows the percentage of the sources through which the

customer comes to know about the presence of Amul ice-cream in Shillong.

Family-40% came to know from their family,Friends-40% came to know from

their friends, Media-30% came to know from the media, Retailers-20% came

to know from the retailers

Online-2% came to know from online, Dealer-10% came to know from the

dealers.

FINDINGS:

It can be seen that family and friends act as the marketing tools for the

company making its presence among the customers. The company is quite

poor in its promotional activities which the management should focus in order

to capture the remaining market and increase the market share of the

company. It will be advisable for the company to advertised their products

through media.

4. How long have you been consuming Amul ice-cream?Respondents Percentage %Less than 1month 25%1 month –less than 3 months

20%

3 months-less than 6 month

25%

6 months above 30%25%

20%25%

30%

Less than 1month1 month –less than 3 months3 months-less than 6 month6 months above

INTERPRETATION:

The graph in the depicts the percentage of how long the consumer

has consumed Amul ice-cream.

25% says less than 1 month. 20% 1 month-less than 3months., 25%

3 months-less than 6 months., 30% 6 months above.

FINDINGS:

Amul ice-cream entered the market very recently in the year 2009.

Within this period, majority of the customers have consumed Amul

ice- cream for more than 6 months. This shows that Amul ice-cream

has been accepted in the market at its very initial stage which shows

the company makes its presence in the market quite fast.

5. How likely are you to consume our products?

Respondents Percentage %Very likely 30%Somewhat likely 25%Neutral 40%Somewhat unlikely 5%Very unlikely 0%

30%

25%

40%

5%

VERY LIKELYSOMEWHAT LIKELYNEUTRALSOMEWHAT UNLIKELYVERY UNLIKELY

6. Where do you purchase our products?Respondents Percentage %Outlets 35%Distributors 5%Telephone order 5%Through dealer 65%

OUTLET

S

DISTR

IBUTO

RS

TELE

PHONE

ORDER

THROUGH D

EALE

R0%

20%40%60%

35%5% 5%

65%

INTERPRETATION:

 

The above graph represent the percentage from where the

customer purchase Amul ice-cream.

35% from outlets,5% from distributors,5% from telephone

order,65% from dealers.

 

FINDINGS:

 

Majority of the customers purchase Amul ice-cream from the

dealers and followed by the outlets. There are few outlets of Amul

in Shillong which makes it difficult for the customers to obtain the

product.

7. Which flavor is your favorite?Respondents

Percentage %

Respondents

Percentage %

Vanilla 45% Mango 15%

Strawberry 35% Pineapple 15%

Butterscotch 45% Orange 15%

Chocolate 60%

Vani

lla

Stra

wbe

rry

Butte

rsco

tch

Choco

late

Man

go

Pine

appl

e

Orang

e

0%

20%

40%

60% 45%35%

45%60%

15% 15% 15%

Percentage %

INTERPRETATION:

 

The above pie diagram shows the percentage of flavors of ice-cream

that are preferred by the customers.

45% of the customers prefer vanilla, 35% prefer strawberry, 45%

prefer butterscotch, 60% prefer chocolate,15% prefer mango,15%

prefer pineapple,15% prefer orange.

FINDINGS:

 

Chocolate flavor is the most preferred flavor among all the flavors

of Amul ice-cream, followed by vanilla, butterscotch and strawberry.

8.Which categories of ice-cream do you prefer the most?Respondents

Percentage %

Respondents

Percentage %

Prolife 5% Cups 35%Sugar free 15% Fundoo 5%Exotica 10% Kulfi 5%Tricone 25% Milk Bars 25%Sundae Swirl

20% Ice Candies 10%

Prol

ife

Suga

r fre

e

Exot

ica

Tricon

e

Sund

ae S

wirl

Cups

Fund

ooKu

lfi

Milk

Bar

s

Ice

Candi

es0%

10%

20%

30%

5%15% 10%

25% 20%35%

5% 5%

25%10%

Percentage %

INTERPRETATION:

 

The above diagram indicates the percentage of the categories of Amul

ice-cream that are mostly preferred by the customers. 

5% of the customers prefer Prolife. 15% prefer sugar free. 10% prefer

exotica. 25% prefer tricone.

20% prefer sundae swirl. 35% prefer cups. 5% prefer fundoo. 5%

prefer kulfi. 25% prefer milk bars. 10% prefer ice candies.

 

FINDINGS:

 

Most of the customers prefer the following categories of ice-cream i.e,

cups, tricone, milk bars etc. This is because of the handling ease.

9.Which season do you prefer to have ice cream?

Respondents Percentage %Spring 20%Summer 95%Autumn 25%Winter 10%

Spring Summer Autumn Winter0%

20%

40%

60%

80%

100%

20%

95%

25%10%

NTERPRETATION:

The above graph depicts the percentage of the customers who prefer

to consume ice-cream at different seasons of the year.

20% prefer to have ice-cream in spring.

95% prefer to have in summer.

25% prefer to have in autumn.

10% prefer to have in winter.

  FINDINGS:

The highest percentage of customers consume ice-cream during

summer. The whether of Shillong is quite cold compared to other

places but with the effect of Global warming, the whether of Shillong

has become humid and hot these coming years. It will be advisable

for the company to increase its stock during summer

RECOMMENDATION It is advisable for the company to increase its stock in order to meet the daily demand of the retailers.

The management should take necessary measures as early as possible so as to avoid losing their existing customers.

Advertising should not be done only at the national level but it should also focus at the local level.

The present flavors are of good quality and taste but it would of great advantage if the company could introduce flavors such as Banana, Apple, grapes which is still rare in the market.  

CONTINUE…….. It is expected that 20%-40% of customers are likely to join Amul

in the coming years, therefore the company should be prepared

right from now to face the challenge with its right stock and

distribution channels inorder to avoid disappointing customers

who have great expectations from Amul.

Amul ice cream is present only in the main city of Shillong

neglecting areas which infact they could have captured many

customers before any other players can take that opportunity.

It is time for Amul ice cream to segment its market not only in

Shillong but other parts of Meghalaya

It would be advisable for the company to open up Amul ice

cream parlour in different parts of the city.

CONCLUSION Amul is the leading brand name for products produced and marketed

by the Gujarat Co-operative Milk Marketing Federation (GCMMF).

GCMMF is an apex body of milk co-operative in Gujarat and heralded

the ‘White Revolution’ in India that turned the country from having a

milk-deficit to the largest milk producer in the world.

Amul is the oldest and the most established dairy brand in the country,

with its first product, Amul Butter being marketed since 1946.

Amul ice-cream was launched on 10th March,1996 in Gujarat.

In a short span of 6 years Amul has become the No.1 ice cream brand

in the country.

 

CONTINUE……….

Today the market share of Amul ice cream is 38% share against

the 9% share of HLL, thus making it four times larger than its

closest competitor.

Amul ice cream was introduced in Shillong in the September 2009

Within 6 months Amul ice-cream receives a positive response

from the retailers which is a good sign for the company to

segment its market into more interior parts of the state

Amul ice-cream has been accepted in the market at its very initial

stage which shows the company makes its presence in the

market quite fast.

Most of the customers consume ice cream during summer.

THANK YOU