Amul Icecream Presentation

AMUL
The Taste of India

By
ROHT TRIPATHI
Enr No.- MMR 3066
Topic of the project
Study of marketing and

promotional strategy of
AMUL ice-cream.
Historical Background
• 14th Dec, 1946 : Kaira District Cooperative Milk

Producers’ Union Ltd. gets registered.
• 1948 : More than 400 farmers joined , Qty of milk

handled by one union increased by 5000 liters/day.
• 1955 : A plant of 5 million Rs. was established to

manufacture milk butter and milk powder.
• 1958 : Another plant of Rs. 7 million was established to

manufacture sweetened condensed milk.
Present Business of Amul
• Members : 13 district cooperative milk producers' Union
• No. of Producer Members : 2.7 million
• No. of Village Societies: 13,328
• Total Milk handling capacity: 11.22 million litres per day
• Milk collection (Total - 2008-09): 3.05 billion litres
• Milk collection (Daily Average 2008-09): 8.4 million litres

Amul Ice-creams
• 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)
Amul Competitors
1.Kwality Walls
2. Mother Diary
3. Vadilal Industries
4. Nestle
5. Local Player
About job
Identifying Ways for the Development of Business:

 Expansion of Hamara Apna Deep Freezer Scheme
 Be acquainted with the customer’s dissatisfaction
with current product
 Distinguish the prospects
 Receiving Retailer/Shopkeeper’s feedback
 Making new retailer or developing business
Objective of the project
 To develop the business of Amul ice-cream
 To increase the satisfaction level of the shop

keepers pertaining to service offered by AMUL.
 To Study the customer’s expectation and receiving

the feedback of retailers of Greater Noida Market.
Conti…
 To promote the sale of the deep freezer of Carrier

under “Hamara Apna Deep Freezer Scheme”.
 Increase the number of retail sub-space through
the scheme.
 Identification of various problems related with the
scheme.
SUGGESTIONS
Product
• Amul should provide small pack of milk

Ice-cream.
• Amul should start making wafer Ice-cream because sale
of wafer Ice-cream of mother diary and nestle is very
high in Gr. Noida sector.
• Improve the variety of ice-cream with competitive prices.
• Replacement of Product.
Price Strategy
• To provide the deep freezers with low cost and

more beneficial scheme.
• Amul should provide low price ice cream.
• Amul should give same profit margin in all ice

cream variety.
Place Strategy
 There should be at least one more distributor in

the Greater Noida area to release the pressure on
the single distributor.
 There is no ice cream vehicle of Amul in Greater
Noida area like its competitors. So Amul should
start their ice-crem vehicle for availability of ice-
cream in each area.
Promotional Strategy
 Supply of adequate material regularly to all
retailers and so, that it can attract the potential
customers.
 There should be more schemes for retailers after
completing their sales target at a given period.

Conti...
 AMUL should sponsor for the socio-cultural

activities organized in Greater Noida.
 In Greater Noida, Amul can improve its market
share by regular performance of promotional
activities, they should adopt it by attracting
hoardings, banners and advertisement in
magazines and newspaper.
Conclusion
 Among these brands the sale of Kwality wall’s is

very high and it is followed by Mother dairy and
then Amul.
 Amul Ice-Cream is not in the position to give
competition to Kwality wall’s and Mother Dairy
in Greater Noida region due to weak promotional
activities.
Conti…
 Distributors of Amul in Greater Noida are

looking after only their own business but
they are ignoring the business of company.
Distributors are not supplying the
products to all retailers and shopkeepers.
 Electricity break down problem in Greater
Noida affects the Amul Ice-cream or other
ice-cream very much especially in summer
seasons.
 Demand of low price ice-cream is high.
THANK YOU

Amul Icecream Presentation

Uploaded by

Copyright:

Available Formats

Amul Icecream Presentation

Uploaded by

Document Information

Original Description:

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Amul Icecream Presentation

Uploaded by

Copyright:

Available Formats

AMUL

The Taste of India

Study of marketing and

• 14th Dec, 1946 : Kaira District Cooperative Milk

• 1948 : More than 400 farmers joined , Qty of milk

• 1955 : A plant of 5 million Rs. was established to

• 1958 : Another plant of Rs. 7 million was established to

• Members : 13 district cooperative milk producers' Union

• No. of Producer Members : 2.7 million

• No. of Village Societies: 13,328

• Total Milk handling capacity: 11.22 million litres per day

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

• Milk collection (Daily Average 2008-09): 8.4 million litres

• Royal Treat Range (Butterscotch, Rajbhog, Malai Kulfi)

Black Currant, Santra Mantra, Fresh Pineapple)

Identifying Ways for the Development of Business:

 To develop the business of Amul ice-cream

 To increase the satisfaction level of the shop

 To Study the customer’s expectation and receiving

 To promote the sale of the deep freezer of Carrier

• Amul should provide small pack of milk

• To provide the deep freezers with low cost and

• Amul should provide low price ice cream.

• Amul should give same profit margin in all ice

 There should be at least one more distributor in

 Supply of adequate material regularly to all

retailers and so, that it can attract the potential

completing their sales target at a given period.

 AMUL should sponsor for the socio-cultural

 Among these brands the sale of Kwality wall’s is

 Distributors of Amul in Greater Noida are

You might also like