Real Milk. Real ice cream.

A study on
Sales Promotion and distribution channel of Amul Ice Cream
Anshul Malik Mentor – Mr. Tegender Sharma
Roll no. - 18 Amul Ice Cream Parlour Karnal
MBA (F) – SFS
University School of Management
Kurukshetra University,Kurukshetra
 Industry Profile
• Globally a most popular product.
• In 2014, China took over the United States as the largest ice cream market globally.
• In 2015, United states, New Zealand, Australia, Denmark and Belgium dominated the global ice cream market in
terms of consumption.
 Segmentation -
1. Impulse ice cream
2. Take-home ice cream
3. Artisanal ice cream

India has a low per capita ice cream consumption of ice cream at 400 ml as compared with per capita consumption of ice
cream of 22,000 ml in the United States and 3,000 ml in China.

The ice cream industry in India generated revenue of more than USD 1.5 billion in 2016 and is projected to generate
revenue of approximately USD 3.4 billion by 2021

TOP COMPANIES –
1. Amul
2. Kwality Walls
3. Vadilal
4. Cream Bell
5. Mother Dairy
About Company -
AMUL – The Taste of India

● Established in 1946, Due to white revolution.

● Formed an apex corporative organization GCMMF which today is jointly owned by

some 2.2 million milk producer in Gujarat.

● India’s 4th largest FMGC company.

● Total net worth exceeding Rs 45,000 crore or USD 6.5 billion

About Company -
Amul Ice cream

Stands in India’s Top 10 Ice Cream brand.

Achieved a market share of 12.7 % in 2017.

Combated competition with Kwality Walls, Mother Dairy and other prestigious brands.

Introduced Sugar Free & prolife probiotic wellness ice cream for the first time in 2007.
Vision and Mission
Vision – To provide more and more satisfaction to the farmers, employees and
distributers.

Mission –
We at GCMMF endeavor to satisfy the taste and nutritional requirement of the customer of
the world, through excellence in marketing by our cimmitted teams. Through co operative
networking, we are committed to offering quality products that provides best value for
money.
Market Share

Source – Euromonitor, The Economics

Times
https://www.google.com/url?sa=i&source=images&cd=&cad=rja&uact=8
&ved=2ahUKEwi5huvPm6flAhXBXSsKHYwjCIUQjB16BAgBEAM&url=ht
tps%3A%2F%2Feconomictimes.indiatimes.com%2Findustry%2Fcons-
products%2Ffood%2Fhow-indian-ice-cream-brands-are-adopting-
coolest-strategies-as-competition-heats-
up%2Farticleshow%2F62028500.cms&psig=AOvVaw30phQDuOh7I6uP
kONicaAJ&ust=1571536345195043
SWOT Analysis
Products
➔ Vanilla with Chocolate Sauce
➔ Strawberry with strawberry sauce
➔ Chocolate
➔ Shahi Anjir
➔ Bliss ice cream
➔ Rajbhog
➔ Kaju Darshak cup
Positioning and Repositioning
● Positioning –
 Focused on Children

 Taste as a prime factor

● Repositioning –
 Focus Shifted to Youth

 Brand focused on taste as well as health.

Objective and Methodology of the Study
• To know the relationship of sales with the advertisement.
• To know awareness of people towards Amul ice cream.
• To know which advertisement tool is mostly preferred by people.
• To know the preference of Amul ice cream with comparison to other
competitive brands.
• To know the factors which affects consumer’s buying behaviour to purchase
milk.
Sample
Sample Size Methodology
Location

Retailer – 60 Through Google Forms,

Karnal Calls and SMS
Consumers - 150
Internship Learning

❖ Understanding the relationship between sales and advetrisement.

❖ Analyze awareness regarding brand.

❖ Analyze the best tool for advertisement.

❖ Competitor analyzing
Advertisement
Sales Promotion
Question 1
Views regarding avablilty of brand ?

OTHERS
9%

AMUL
25%
MOTHER
DAIRY
22% VADILAL
10%
KWALITY
WALLS CREAM
16% BELL
18%
Question 2
Taste of existing brands ?
OTHER
8%

AMUL
24%
MOTHER
DAIRY
20%
VADILAL
12%
KWALITY
WALLS CREAM
17% BELL
19%
Question 3
Best Distribution Channel
Others
5%

VADILAL
MOTHER 22%
DAIRY
22%

AMUL
KWALITY 16%
WALLS
17% CREAM
BELL
18%
Question 4
25
Suggestion of Retailers

20

15

10

0
increase taste distributor
price availability
advertise improvem improvem
reduction of freeze
ment ent ent
Series 1 23.3 19.2 16.7 20.8 20
Question 5
OTHERS
Quality of Brands 4%

VADILAL
12%
MOTHER
DAIRY
22%
AMUL
27%
KWALITY
WALLS
17%
CREAM
BELL
18%
Question 6
Promotion by Company
VADILAL
MOTHER 13%
DAIRY
22%

KWALITY
AMUL
WALLS
31%
16%
CREAM
BELL
18%
Question 7
Are you satisfied with the Brand?

NO
27%

YES
73%
Question 8
Is Visit of Executive/Sales person regular ?

NO
17%

YES
83%
Question 9
Is ice cream readily avilable to you on odering to company ?
67

33

YES NO
Question 10
Which brand provides best promotional efforts ?

KWALITY
WALLS AMUL
21% 35%

CREAM
BELL
26%
VADILAL
18%
Major Findings
★ A famous brand in FMGC
★ Best and most modernised digital platform is used for taking orders and connecting
with customers.
★ Focus on health as well as taste is given more priority than cost.
★ Changes with respect to the demand of the customers behaviour.
Recommendation

➢ Advertise individual products.

➢ Maintain its high quality to survive cut-throat competition.

➢ Use a celebrity brand ambassador.

➢ Continue sponsoring high TRP TV shows.

➢ Provide free samples with associated products

Reference
https://www.facebook.com/amul.coop/

https://twitter.com/Amul_Coop?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%
5Eauthor

https://amul.com/

https://amul.com/products/icecream.php

https://amul.com/products/amul-icecream-info.php
THANK-YOU