EXECUTIVE SUMMARY: Summer has started unusually early this year.

And, as the mercury rises nobody is happier than the ice-cream manufacturers who are already filling their ice-boxes with dollops of new, mouthwatering flavors. Out there in front is the hungry-for-growth Rs 3,500-crore (Rs 35 billion) Anand-based Gujarat Co-operative Milk Marketing Federation that markets the Amul brand of icecreams. Within two year Amul sale progressed three times. Amul target strategic thrust areas with logical extension. The plus point for this co-operative society is its Amul brand equity, large procurement base of raw material, having processing technical knowhow, 180 milk co-op network and plans to convert ice-cream into a mass product. Amul started to expand his market share in Delhi under its `Hamara Apna Deep Freezer (HADF)' scheme. Under this, retailers are encouraged to buy their own deep freezers for vending ice creams, with Amul negotiating a discounted price on their behalf with refrigeration companies like Blue Star, Voltas and Carrier and western.

This is as against the practice of the ice cream company itself providing the freezer at the retailer's end, subject to the latter depositing a refundable security amount. "In the HADF scheme, the retailer not only saves on the security deposit, but also enjoys the flexibility arising from owning the asset and availing a direct five-year guarantee from the manufacturer. These, together with our negotiating a discounted price on their behalf,

entails cost savings of Rs 5,000-8,000 per freezer depending on capacity and make. In this scheme the retailer also get one stabilizer free. HADF: Modalities Step 1: Amul WD/FFR/PSM will collect DD/cash/cheque in favour of Deep Freezer Company or their franchise along with order. Step 2: retailer will sign an agreement for buying DF at subsidized rate and storing GCMMF products only. Step 3: DIC/OIC to verify all orders and agreements and forward the same to local office of the DF Company. Step 4: delivery to WD/Retailers directly as per modalities. For booking of deep freezer the salesman or the PSM have to gone through with two important stages: 1) Call up Call up: In call up the salesman have to go to the potential retailers like medicos, departmental stores, confectioneries, std booths and the shops which are mainly opened till 11 p.m. The salesman gives the detailed information to the retailers about the HADF scheme of Amul. If the retailers find, that the scheme is beneficial for him then he gives the next date to the salesman for further procedure. ii) Follow on

Follow on: In follow on the salesman have to go to those retailers who give some positive sign for HADF scheme. The salesmen may have to go more then two or three times on the same retail store for follow on. In follow on the salesmen try to convince the retailer more and more for purchasing the deep freezer. In call option we targeted those stores, which are open till 10:30 to 11:00 oclock night and are in residential areas. The most of the sale comes after dinner. The demands for Amul bricks are more than novelties items because bricks are cheaper and contain more volume than any other competitors. As a summer trainee I have to report at10:00 am in the morning to spectra agencies, Gurgaon, which is one of the franchises of Amul. The agency is the sole supplier of Amul ice cream in this area. I have to visit outer gurgaon for opening of new outlets and more than one area in one day for calling. I have to maintain also the DMR for daily basis. In DMR, we write the name, address and the reaction of the retailers whom we visited in a day. Normally I visited more than eighteen to nineteen stores in a day. Apart from calling, I also asked the retailers perception and customer reaction about the Amul ice cream. I give information to the agency about the problem of existing retailers. In call up, if we find that the retailer has already deep freezer and stocks some other company ice cream than we pursued them for keeping Amul ice cream too. Sometime the retailer says yes and sometime no. But most of the time the retailers want to keep Amul ice cream.

INTRODUCTION
Gujarat Cooperative Milk Marketing Federation (GCMMF), one of India's greatest success stories with its Amul brand, is now aiming at a 17-per cent growth in sales to Rs 3,200 crores this fiscal against sales of Rs 2,746 crores in the previous year ended 31 March 2003. The federation is expecting each of its products to contribute higher sales this year as new products are being added to each product line. The big hope is not surprisingly the Amul brand of ice creams, which is expected to contribute Rs 250 crores to the turnover, up from Rs 150 crores last year. Last year there was a good growth in ice cream, cheese, butter and ghee. The company is launching new products in almost every line that are in, with specific stress on ice creams. For its ice cream and milk business, GCMMF has begun investing in increasing its milk capacity. It recently firmed up plans to invest Rs 100-120 crore to expand this from 1.1 million liters a day to 1.8 million litres a day at its Gandhinagar factory. The investment will take place over the next two years. The cooperative is also planning to expand its production facilities beyond Gujarat to service other regions in India. GCMMF recently bought an ice-cream manufacturing unit in Nagpur and is installing a dairy unit alongside. Through this unit, the organization has also extended its milk supply to over 10 cities spread over Rajasthan, Madhya Pradesh and Maharashtra.

Amul is now focusing on its supply system. Efforts are on to ensure greater availability of Amul ice-cream at pushcarts and small outlets. The company feels that availability is the most important factor in ice cream sales. Thus, Amul ice-cream can be found in 'just around the corner shops,' local STD booths, local Karana shops, chemists and bakers, who stock the ice-cream in deep freezers. The idea is to ensure visibility and availability, which more often than not ensures a sale as ice-cream consumed out of home is most often an impulsive purchase. Amul expects to clock sales of 34 million litres during the current year and the accent will be on offering 'value for money' products. The new ice-creams which are launched by Amul this year includes a mega-bite almond cone (the largest volume cone in the country), an orange ice-cream (Santra Mantra), a Bouncer ice-cream with nuts and essential proteins, vitamins and minerals for the growing children, a cheese ice-cream and a sundae in cone for kids in different variants. Amul ice cream is positioned as 'real ice-cream' made from real milk cream, while HLL's Quality Walls is made from vegetable oil and its items are dubbed as Frozen Deserts. Last year, Amul ice cream made its entry into New Delhi, India's biggest ice-cream market, where its anti-compete agreement with Mother Dairy has expired. Amul has been sourcing its entire ice-cream requirement for the northern market (including Delhi) from its own Gandhinagar plant.

Retailing includes all the activities involved in selling goods or services directly to final consumers for personal, non-business use. A retailer or retail store is any business enterprise whose sales volume comes primarily from retailing. Any organization selling to final consumers whether it is a manufacturer, wholesaler, or retailer- is doing retailing. It does not matter how the goods or services are sold or where they are sold. Consumers today can shop for goods and services in a wide variety of retail organizations. There are store retailers, non-store retailers, and retailers organization. Perhaps the best-known type of retailers is the department store. Retail-store types pass through stages of growth and decline that can be described as the retail life cycle. A type emerges, enjoys a period of acceleration growth, reaches maturity, and then declines. Older retail forms took many years to reach maturity; newer reach maturity, whereas warehouse retail outlets reached maturity in 10 years. The most important retail-store types are:

Specialty store: Narrow product line with a deep assortment. Department store: Several product lines with each line operated as a separate department managed by specialist buyers.

Supermarket: Relatively large, low-margin, high volume, self service operation designed to serve total needs for food, and household products.

The wheel-of-retailing hypothesis explains one reason that new store types emerge. Conventional retail stores typically increase their services and raise their prices to cover the costs. These higher costs provide an opportunity for new store forms to offer lower prices and less service. New store types meet widely different consumers preferences for service levels and specific services.

Retailers can position themselves as offering one of the four levels of services: 1. Self-services: Self-services is the cornerstone of all discounts operation. Many customers are willing to carry out their own locate-compare-select process to save money. 2. Self-selection: Customers find their own goods, although they can ask for assistance. 3. Limited services: These retailers carry more shopping goods, and customers need more information and assistance. The stores also offer services such as credit and merchandise-return privileges. 4. Full services: Salespeople are ready to assist in every phase of the locate-compareselect process. Customers who like to be waited on prefer this type of store. The high staffing cost, along with the higher proportion of specialty goods and slower-moving items and the many services, resulted in high-cost retailing. 5. Corporate retailing: Although many retail stores are independently owned, an increasing number are part of some form of corporate retailing. Corporate retail organizations achieve economies of scale, greater purchasing power, wider brand recognition, and better-trained employees. The major types of corporate retailing corporate chain stores, voluntary chains, retailer cooperatives, franchises, and merchandising conglomerates.

RESEARCH APPROACH:
In the part A the research was conducted by visiting to the various non existing outlets of Amul and asking them about Amul ice cream and whether they would like to keep Amul ice cream. I also told them about the Amuls promotional scheme and various superseding factors.

In the part B the research was conducted by visiting to the various existing Amuls outlets and knew about the replacement of old and unsold stock and services of Amul.

RESEARCH INSTRUMENTS:
The primary data collected for this study was done through detailed market survey by means of interview & questionnaire. The secondary data is collected through Internets, Material provided by company, e.t.c.

SAMPLE PROCEDURE:
The procedure adopted for sampling was on the basis of judgmental sampling. Data Collection Primary Data Secondary Data

INTRODUCTION TO THE PROBLEM

Retailers are the one of the most important member of the distribution channel. They are the people who provides product to the final consumers. As they have the direct touch with the consumers, so they can play a vital role for influencing the buyers decisions. The company should try to provide services to the retailers in such a way that they can satisfy with them.

SCOPE OF THE STUDY:

The scope of study is to understand the problem faced by the company while increasing the retail outlets. With the help of this project Gujarat Cooperative Milk Marketing Federation Limited can increase their outlets by analyzing the feedback given by the interviewer (including existing and non existing outlets). GCMMF can also analyze the pricing strategy followed by the rivals. By this study company will get the information about current competitive position of the Amul ice cream in the market.

OBJECTIVES OF THE STUDY:

To study the number of outlets of Amul Ice-cream through HADF. To analyze the retailers perception about Amul ice cream.

To find out the competitive edge of the company over the competitors.

To analyze the market size of ice cream.

To study the consumer preference about different ice cream companies.

RESEARCH METHODOLOGY: RESEARCH DESIGN: Types of Research

Descriptive

The research design prepared with great care keeping in mind the research objective. The project was divided into two partsparts A, part B.

RESEARCH APPROACH:
In the part A the research was conducted by visiting to the various non existing outlets of Amul and asking them about Amul ice cream and whether they would like to keep Amul ice cream. I also told them about the Amuls promotional scheme and various superseding factors. In the part B the research was conducted by visiting to the various existing Amuls outlets and knew about the replacement of old and unsold stock and services of Amul.

RESEARCH INSTRUMENTS:
The primary data collected for this study was done through detailed market survey by means of interview & questionnaire. The secondary data is collected through Internets, Material provided by company, e.t.c.

SAMPLE PROCEDURE:
The procedure adopted for sampling was on the basis of judgmental sampling. Data Collection Primary Data Secondary Data

Sample Size - 100

COMPANY PROFILE

Gujarat Cooperative Milk Marketing Federation GCMMF: An Overview

Gujarat Cooperative Milk Marketing Federation (GCMMF) is a Indias largest food product 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.

Members:

12-district cooperative milk producers Union

No. of Producer Members No. of Village Societies: Total Milk handling capacity: Milk collection (Total - 2001-02): Milk collection (Daily Average 2001- 02): Milk Drying Capacity:

2.23 million 10,852 6.7 million litres per day 1.67 billion litres 4.59 million litres 510 metric Tons per day

Cattlefeed manufacturing Capacity:

1450 Mts per day

AMUL means "priceless" in Sanskrit. A quality control expert in Anand suggested the brand name Amul, from the Sanskrit Amoolya, Variants, all meaning "priceless", are found in several Indian languages. Amul products have been in use in millions of homes since 1946. 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. (Turnover: Rs. 25 billion in 2002). Today Amul is a symbol of many things. Of 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 of a proven model for dairy development.

50 years after it was first launched, Amul's sale figures have jumped from 1000 tonnes a year in 1966 to over 25,000 tonnes a year in 1997. No other brand comes even close to it. All because a thumb-sized girl climbed on to the hoardings and put a spell on the masses.

Dairy giant Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF) recorded 22 per cent growth in turnover during the first half of the current financial year with milk products sales amounting to Rs 1,000 crore. GCMMF sold 10.5 crore litres of milk in pouches during April to September 1998 under its well-known brand `Amul'.

"GCMMF's financial performance during this period has been even more attractive with a growth of 25 per cent. However, this won't be reflected in our balance sheet. The

multinationals would have shown it as glittering profit, but we are working on our mandate of returning any surplus back to grass-root village co-operative milk society members by periodic price differentials for their production.

With 12 processing units (unions), each located at the district-level, GCMMF today has a membership of 20 lakh farmers, who belong to 10,000 village dairy co-operative societies. GCMMF, the largest producer of dairy products in Asia, has over 26 products ranging from `Amul Butter', `Amul Spray', `Amul Lite', `Amul Cheese' to `Amul Mithaimate', `Amul Mithaee Gulabjamun' and Amul Frozen Pizza. The co-operative is launching wide range of cheese including the exotic Emmental from the Swiss Alps, soft Mozzarella from Italy and slices of processed Cheddar cheese. GCMMF has also come out with `Amul cheese powder' used in soups, salads, dressings and hoard of other fast foods. The federation has been able to capture 50 per cent of the ice-cream market in the state in a short span of one year. `Amul Ice creams' are also now available in 12 states and two union territories and enjoy 35 per cent to 40 per cent market share. The `Amul Ice-cream' strategy bordered on its punch line, `real milk, real ice-cream' `Amul Ice creams' were smoother and creamier than its competitors as fat used was pure milk, which was more expensive and not vegetable fat. GCMMF, which has 45 sales offices, plans to make these products "available all over the country".

The federation has a distribution network comprising more than 2,700 wholesale dealers and over five lakh retail outlets.

Sales Turnover 1996-97 1997-98 1998-99 1999-00 2000-01 2001-02 2002-2003 2003-2004 2004-05 2005-06 2006-07

Rs (million) 11140 13790 15540 18840 22192 22185 22588 23365 27457 37736 42778 850 1050

US $ (in million) 355 400 450 455 493 493 500 500 575

DISTRIBUTION NETWORK DISTRIBUTION CHANNEL

MANUFACTURING UNIT -250C

DEPOT (OWNED BY COMPANY)

-220C DISTRIBUTOR

RETAILER -180C

PUSH CHART -180C

CONSUMER

Amul

Baroda Dairy

C&F

Agencies

Sub Distributor

Retailers

Retailers

On the basis of the survey done through the questionnaire the following finding have been analyzed they are as follows:

This table shows the interested candidates to take retailer ship for ice-cream

Dealers Number 30

YES 20

NO 10

Percentage People Like Keep ICE-Cream

33%

67%

Interested

Not Interested

From the above graph it is found that 67% retailers are interested in keeping ice cream. Only 33% retailers are not interested.

If yes, which brand would you like to go for:

Retailers 100

Amul 37

Quality 15

Mother dairy 15

Cream bell 17

16% 37% 17%

15%

15%

Amul

kwality

M.D

cream bell

vadilal

The graph shows that out of hundred percent retailers 40% retailers were favored Amul ice cream. After Amul the most favored ice cream is cream bell. Cream bell is second most important because its new in market with higher rate of margin and less price.

Preference given by the retailers to the following companies on the given quality:

Amul Price Margin Quality Variety Pack Availability Taste C. Scheme Services 123 115 135 123 127 111 121 119 92

Quality 83 84 128 100 139 121 145 91 138

Mother dairy 110 80 138 97 111 115 140 86 127

Cream bell 119 127 90 95 106 108 104 137 137

Comparison of preference given by the retailers to the different Ice cream-making companies:

160 140 120 100 80 60 40 20 0 Price Margin Quality Variety Pack. Avail. Taste CS Services

Amul

Kwality

M.Dairy

C.Bell

From the above graph it is conclude that Amul is leading in the price and variety preference but giving equivalent competition to other companies in quality, packaging and availability. Amul is way behind in terms of services.

(ANALYSIS OF NON-EXISTING OUTLETS )

Percentage of people likes to keep deep freezer provided by the company:

Retailers 100

Yes 87

No 13

13%

87%

Yes

No

Here graph shows that 87 % of the retailers wants to keep deep freezer provide by the company.

Mode of payment for deep freezer: Retailers 100 C.D.P 17 Installment 40 Security 43

17% 43%

40%

C.D.P

Installment

Security

The above graph shows that most of the retailers want to keep deep freezer on either installment basis or security basis. Only 17% retailers are interested for cash down payment.

Relationship of retailers
Retailers 100 Trial basis 23 Long term 77 Short term 0

0%

23%

77%
Trial basis Long term Short term

The above graph shows that the most of the retailers wants to keep relationship with Amul for long-term basis.

(ANALYSIS OF EXISTING AMULS OUTLETS)

Do you keep Amul ice cream?

Retailers 100

Yes 90

No 10

10%

90%
Yes No

About 90% of the existing Amul outlets are still keeping Amul ice cream. Due to the lack of proper sales services 10% of the existing outlets are now switch over to other companies.

From where you bought your deep freezer: Retailers 100 Amul 80 Others 20

20%

80%

Amul

Others

Most of the existing outlets purchased deep freezer from Amul. The graph shows that 80% of the Amul outlets purchased their deep freezer from Amul.

Mode of purchase:

Retailers 100

Cash down 74

Installment 3

Security 23

23%

3% 74%
Cash down Instalm. security

The graph shows that the 74% of existing retailers purchased their deep freezer form Amul by paying cash. Only 23% of the retailers who have their shops on prime location got deep freezer on security basis.

Which pack of ice cream is sold most?

Retailers Cups 100 112

Cone 134

Fundoo 56

Candies/Bar 90

Family/ Party pack 123

140 120 100 80

134 123 112 90

56
60 40 20 0

Cups

Cone

Fundoo

Candies

Party pack

The graph shows that the most saleable flavor is cone. Party pack and Cups are also sold in bulks. The flavors that are not sold much are Fundoo and Candies.

Customers purchase time

Retailers 100

Morning 0

Afternoon 3

Evening 19

Night 15

20 18 16 14 12 10 8 6 4 2 0 Morning Afternoon 0 3

19 15

Evening

Night

In the evening from 6 p.m to 9 p.m the sale of ice cream reached to its optimum level. The ice cream is not sale much in the morning period.

Most preferable flavors

RETAILE R 100

VANILL A 141

CHOCOLA TE 69

BUTTER SCOTCH 117

PINAPPLE/MA NGO 63

KAJU/PIST A 45

ANJEER/LITC HI 32

150 100 50 0

141 117 83 69 63 45 32 ANJEER/LITCHI

VANILLA

CHOCOLATE

PINEAPPLE/MANGO

3-D Column 1

The graph shows that the most demanded flavor is vanilla. After that Butter Scotch gets the position. Anjeer and Litchi are rarely sold in the market.

Preference given to attributes:

RETAILERS PRICE MARGIN QUALITY VARIETY PACK. AVALB. TASTE C.S 100 123 115 135 123 127 111 121 119

119 121

123 115

111 127 123

135

PRICE AVAIL.

MARGIN TASTE

QUALITY C.S

VARIETY

PACK

The above graph suggests that the quality of Amul ice cream is admired more. The price and packaging also count. The problem area is the availability of ice cream. The retailer says that all the flavors are not available on demand.

ONE-WAY ANOVA TEST:

As in our research the number of independent variables are more than two so here we are using one-way ANOVA. The number of independent variable is five here. The independent variables are Amul, Kwality,Mother Dairy, Cream Bell and Vadilall. The dependent variables are price, margin, quality, availability, company scheme, flavors, packaging and brand image. The following data is calculated on the basis of one-way ANOVA with the of SPSS software. The software gives the result very quickly. We have to put the independent variable in variance one column and dependent variable in variance two columns. And after giving the right command we can get the answer. Here is one of the value for product quality attribute is calculated. The degree of freedom four is obtained by subtracting one from independent variable that is five. D.o.f 145 obtained by subtracting five from hundred fifty dependent variables.

Sum of squares Between the group Within the group Total 316.627 313.967 630.593

d.o.f 4 145 149

Mean square 79.157 2.167

F 36.557

Significance 0.00

COMPARISON OF TABLE VALUE WITH CALCULATED VALUE.

Criteria Prod. Quality Price Services Schemes Advertisement Flavor Packaging Brand Image

Calculated value 36.557 39.355 33.522 29.314 30.777 12.538 13.334 37.340

Table value 3.32 3.32 3.32 3.32 3.32 3.32 3.32 3.32

Acct./Reject. Rejected Rejected Rejected Rejected Rejected Rejected Rejected Rejected

Since the table value is less than the calculated value, so here all the hypotheses are rejected. It means that, there is a significance difference between the preferences given by the retailers to the different attributes of Amul ice cream and its competitors.

SWOT ANALYSIS

STRENGTH:

a) Biggest sourcing base for milk and milk products in India. b) Indias best-known local Brand across all categories. c) 35% market share in the national Ice Cream market. d) Presence of a well-established distribution and delivery network for dairy products. e) Penetration pricing strategy Amul is the price warrior in the Ice cream market and currently has a very wide range to offer for all price points. f) Kwality Walls, Amuls main rival, has been able to extend its cold chain in only about 150 out of 300 class I towns. Whereas Amul has presence in almost all towns because of its already existing butter lines. g) Customer is most comfortable buying Ice Cream in the Value for Money segment and Amul is well present in this segment. h) Amul has built up a formidable image as a brand in which generations of consumers have placed their trust. This can be used to its advantage while introduction of ice creams.

WEAKNESS:

a) Relationship between retailer and company is not effective. b) After sales service is not upto retailers expectation level c) Availability of all type of verity ice is not regular.

d) Advertising is low profile, as the results of our survey show. Kwality Walls on the other hand is into heavy advertising and consequently, is popular. e) As per our survey, retailers list a credible Replacement policy as a factor very high on their wish list. They would be willing to make further investments only for that brand which offers replacement facilities. Amul has no replacement policy. f) Retailers now demand freezers without having to pay any deposit. This is especially true of those retailers who already stock one or the other ice cream brands

OPPORTUNITY:

a)

Gurgaon market is not restricted to monopoly outlets. There are a significant number of retailers who are currently stocking more than two brands. This is in Amuls favor, as earlier it had to overcome this problem in the Mumbai market.

b)

There is ample scope in the low priced segment as also in other categories where consumers presently are dissatisfied with the quantity being provided vis a vis the price being charged.

c)

Amul has the opportunity to capture the more evolved young adults and children who are open to new products provided they meet their expectations.

d)

Kwality Walls is right now in an investment mode and is concentrating on expanding the market as also its reach. Amul should direct its resources towards cashing in on Walls market development.

e)

Distributors are dissatisfied with the margin & customer support services currently being provided in the market. This can be used to Amuls advantage. Mother Dairy is extremely apathetic to retailers and there is a gap to be exploited.

THREAT:

a) New companies are entering the ICE industry. b) Local manufacturers are growing at alarming rate c) Good advertisement campaign from competitors. d) The consumers have very well received Kwality Walls product differentiation strategy and Mother Dairy is also pushing up its advertising pitch. .

LIMITATIONS

The study limit to OUTER GURGAON Due to unavailability of proper conveyance facility, it was really hard to cover the market under a scorching sun. In many residential blocks shops located in corners of by lanes were difficult to locate. The time duration of two months was short for the completion of all activities. Being a perishable product no sample could be shown as demanded by many prospecting clients.

CONCLUSION: CONCLUSION
There is an ample scope for ice cream making companies do progress in this lus green
environment. The market size is increasing day by day and the demand for new flavors are arising. The companies like HLL, Cream Bell, Vadilall, and Mother Dairy are trying to capture more market share with their new ideas and plan. As per Amul is concern the company should become liberal on his policies. Amul market share in Gurgaon is high but for maintaining the growth rate it should give the retailers more facilities for opening of new outlets and running successfully. The company also needs a proper distribution network for availability of products at demand.

FINDINGS
After analyzing all the data given by shopkeepers we found certain key findings that is very important for our project.

1. Most of the retailers are interested for keeping Amul Ice Cream. 2. Retailers are not satisfied with the services provided by the company. 3. Most of the retailers like to keep deep freezer on installment basis and security basis. 4. Cone and Party packs are sold most. 5. The sale of ice cream is higher in evening. 6. The full varieties of flavor are not available on regular basis. 7. Prices of Amul ice cream are almost as par customers need. 8. Margin in Amul ice cream is very high. 9. People were highly satisfied with product quality of Amul.

10. Although Amul has opened numerous outlets it is seen that distributors are finding it difficult to deliver supplies in the stipulated time leading to retailer in convenience. 11. It was found that many deep freezers had developed technical snags and service personal was late in rectifying them. This created a negative rapport in mind of the retailers. 12. Retailers are unsatisfied with the replacement of unsold Amul ice cream. 13. Distributors could not provide all type of varieties because of less stock. 14. Other companies are providing deep freezers at law security which attract the retailers and create threat for HADF scheme.

FOUR PS OF THE PRODUCT PRODUCT: Amul ice cream has wide range of variety that consists of more than
hundred flavors available in the market including 20 new flavors, which is introduced in this summer. As ice cream is an impulsive purchase item so, its sale depends mostly on availability and variety.

PRICE: The price of Amul ice cream is very less compared to its competitors. In
novelty item the price of the flavors varies from Rs.2 to Rs25.The pricing strategy of Amul is, to target each income group of the society. The cheaper price of ice cream is meant for targeting the people with low income. Along with the low income group Amul is also targeting medium as well as the premium segment by providing different flavors at different prices.

PLACE: The distribution of the ice cream in Delhi is done through exclusive Amul
outlets situated in various locations. In Gurgaon, Amul has two distributors who supplies ice cream to more than 3000 outlets. These distributors are responsible for their respective areas. PROMOTION: Amul is a well-established brand name of GCMMF. For promotion of the ice cream the company gives advertisement in newspaper and magazines. It gives glow sign board to every retailers and also makes wall paintings on there request. Amul uses their punch line ---Real milk real ice cream for the promotion.

RECOMMENDATION:

1) Company should provide facilities to the retailers for increase of sale. 2) Relationship with retailers and company should be kept under a close watch 3) Salesmen should be given the responsibility to handle the retailers grievances 4) Orders by the retailers should be executed in a proper manner to avoid irregular availability. 5) Low security and easy installment should be given on deep freezer. 6) Company must provide all flavors of ice cream shown in advertisements

BIBLIOGRAPHY 1. BOOKS. Kotler, Philip Marketing management Published by Pearson Education Pvt. Ltd, Indian Branch, 482 F.I.E. Patpargang Kothari, C.R Research methodology.

2. INTERNET. www.Amul.com www.indiatimes.com www.infoline.com

3. MAGAZINES. India today, April 19, 2007, Page no-36 INSIGHT-The Consumer Magazine, May-June 2005, Page no 6-10 Business Today, July 15 2007, Page no -15-20

4 . NEWS PAPER

Times Of India Hindustan Times Economics Times Business line

ANEXXURE

Questionnaire (For New Outlet)

Dear Customer, This survey is made for the purpose of my Summer Project and doesnt have any commercial impact.

CONSUMER DETAILS:
Name: Address: Contact Number: 1. Have you ever through of expansion of your business in terms of ice -cream? Yes No

If no why _______________________________________________________ 2. If yes, which brand would you like to go for? i) Amul ii) Kwality iii) Mother Dairy iv) Cream Bell

3. Rank according to your preference. High Amul Moderate Low

Kwality Mother Dairy Cream Bell

4. What is your preference about following companies on the given qualities ?(1-5) Amul Kwality i) ii) iii) iv) v) vi) vii) viii) ix) Price Margin Quality Variety Packaging Availability Taste Company scheme Service Mother Dairy Cream Bell

5. Would you like to have deep freezer provided by the company Yes No

6. If No, why_______________________________________________________

7. If yes, then which mode of payment are you looking for. i) ii) Cash down payment Installment

iii)

Security

8. Would you like to have retailer ship on? i) ii) iii) Trial basis Long term Short term

Date:

Signature: ______________

(FOR EXISTING OUTLETS)

Name: ______________________________________ Address: ____________________________________ Contact No. __________________________________ Dear Customer, This survey is made for the purpose of my Summer Project and doesnt have any commercial impact. 1. Do you keep Amul ice cream? a. Yes b. No

If no than why ________________________________________________

2. How long you are keeping Amul ice cream? a. Less than six months b. 6 to 12 months c. 12 to 18 months d. more than 18 months

3. What is the sales turnover from day one? a. 1st 6th months__________________ b. between 6 to 1 year______________ c. 1 to 2 year_____________________ d. 2 to 3 years_____________________

4. Form where you brought your deep freeze? a. from Amul _________ b. other source ( Please specify)_______________________

5. On which basis you procured your Deep Freezer? a. Cash down payment:___________________________ b. Installment:__________________________________ c. Security:____________________________________ d. Other:______________________________________

6. How many brands you keep? _____________________________________________________________ _____________________________________________________________

7. How many customers are looking for Amul Ice cream (percentage)? 1 - 10 10 - 20 20 30 30 40 40 and above

8.

Which brand of Ice Cream has maximum sales in your shop ? Rank Reason

Brand Amul Kwality walls

Vadilal Mother dairy Cream bell 9. Which flavors of Ice-cream has maximum sales? Flavour (Rank them at a scale of 1 - 5) a. Vanilla b. Strawberry c. Chocolate d. Butter Scotch e. Mango/Pineapple/Orange f. Kaju/Pista/Kessar g. Anjeer/Litchi

Do you feel color of the Ice Cream affect it sale? Yes No If Yes then which color _________________________

10.

Which flavors are mostly preferred under Family/Party Pack? ___________________________________________________

11.

Which pack of Ice Cream is most sold? (rank at a scale of 15) a. Cups

b. c. d. e.

Cone Fundoo Candies/Bar Family/Party Pack

12.

Please grade different companies on the following attributes in context of ice Cream Scale on the following basis: (5 as Very good and 1 as Very Poor) Very Good Good Normal Poor Very Poor

Attributes Product Quality Price Service Schemes Advertising Brand Image Flavors Packing Total

Brand Names Amul Kwality Walls

Vadilal Mother Dairy

Cream Bell

13. Morning 14. Cream

At which period of time customers comes in bulk? Afternoon Evening Night

Any suggestion or observation to bring more sales of Amul Ice

____________________________________________________________

Date:

Signature: _______________

SPECIAL RATES OF CARRIER DEEP FREEZERS FOR AMUL ICE CREAM & FROZEN PIZZA

POWER DIMENSIO AMUL MODEL CAPACITY &GROSS CAPACITY MARKET SPECIAL PRICE PRICE (Rs.) (INCHES) s. Hard Top 100S Whf 300S WHF 300F WHF 400F WHF 500F Glass Top WHF 200G WHF 300G 200 Ltrs 300 Ltrs 21290 24450 18254 18532 30 X 26 X 33 2.8 42 X 26 X 33 3.1 54 X 26 X 33 4.9 42 x 26 x 35 3.1 54 x 26 x 35 4.9 40 x 24 x 36 3.1 52 x 24 x 36 4.9 54 x 26 x 46 4.9 100 Ltrs 200 Ltrs 300 Ltrs 400 Ltrs 500 Ltrs 14504 17200 20700 24350 27250 12602 15525 17312 20332 24815 30 X 23 X 31 1.5 30 X 26 X 35 2.0 42 X 26 X 25 2.8 54 X 26 X 35 3.1 64 X 26 X 35 4.0 H X W X D KW/24Hr NS . CONSMP

WHF 400G 400 Ltrs 27700 23450 Sliding Glass Top With Solid Door Freezer WHF 300GSD 300 Ltrs 25650 19617 WHF 400 GSD 400 Ltrs 29000 24490 Sliding and Sloping Curved Glass Freezer WHF 300GSC 300 Ltrs 28600 23450 WHF 400GSC 400 Ltrs 32500 26698 Scooping Unit 12 Flavour With Bottom Storage WHS 400G 12 Flavour 41500 32740 WARRANTY 1YR 5YR 5YR VOLTAGE EXTRA FREE FREE

STABLIZER DD/Cheque in favour of: Western Airconditioing & Refrigeration Pvt.Ltd.

AMUL RATE CONTRACT FOR VOLTAS DEEP FREEZERS

PRICE MODELS BILLING HARD TOP 70 Lit 100 Lit 200 Lit 300 Lit 400 Lit 500 Lit GLASS TOP 100 Lit 200 Lit 300 Lit 400 Lit 14300.00 17500.00 18980.00 22290.00 9200.00 12300.00 15000.00 17370.00 19440.00 23650.00

EX-

DADRA PRICE EX- DELHI BILLING

10304.00 13776.00 16800.00 19455.00 2173.00 26488.00

16016.00 19600.00 21258.00 24965.00

Commercial

Terms

&

Condition

The above price (indicated in col. 2 & 3) are inclusive of Excise Duty and Sales Tax. The prices are on FOR basis. Transportation charges from Dadra to all courier location are included in the above price.

For other locations delivery will be free upto 20kms. From the nearest branch of courier.

For outside 20kms, delivery charges will be extra @ Rs. 7/- per km. Up and down on per unit basis.

All entry tax and octrol if any will be extra as applicable. The above prices are inclusive of stabilizer prices. Charges for Five-year warranty are included in the above prices. 100% payment in advance from the retailers in the form of DD drawn in favour of Voltas Limited Hyderabad Unit and payable at Hyderabad for Dadra Billing and at New Delhi for local billing.

GUJARAT CO-OPERATIVE MILK MARKETING FEDERATION LTD. ANAND

PRICE

WORKING

OF

AMUL

ICE

CREAM

Trade Name of product Cassatta Prem.Pizza CUPS Packing 10x150ml 220gms P/Pcs 18.25 24.75

Trade P/Box 181.50 24.75

MRP P/Pcs 22.00 30.00

Price to Price to Name of product Vanilla Straw Berry Butter scotch Kesar Pista Kaju Kishmis Chocolate Choco Chips Mango Litchi Black Currant Santra Mantra Anjir Rosted Almond Rajbhog Fresh Straw Berry Kesar sundae Packing 24x50 ml 24x50 ml 12x100 ml 12x100 ml 12x100 ml 12x100 ml 8x100 ml 8x100 ml 8x100 ml 8x100 ml 8x100 ml 12x100 ml 8x100 ml 8x100 ml 8x100 ml 6x100 ml WD 4.13 4.13 10.73 12.38 10.,73 9.90 12.38 12.38 12.38 11.48 12.38 12.38 14.85 14.85 12.38 12.38 Trade 99.00 99.00 128.76 148.56 128.76 118.80 99.00 99.00 99.00 12.38 99.00 99.00 118.80 118.80 99.00 74.28 MRP 5.00 5.00 13.00 15.00 13.00 12.00 15.00 15.00 15.00 15.00 15.00 15.00 18.00 18.00 15.00 15.00

FAMILY

PACKS

Price Name of product Packing Vanilla 500ml Trade 28.88

to MRP 35.00

Straw Berry Butter scotch Kesar Pista Kaju Kishmis Chocolate Choco Chips Date with honey Van Magic Choc Van Magic straw Pineapple

500ml 500ml 500ml 500ml 500ml 500ml 500ml 750ml 750ml 500ml

28.88 49.50 49.50 49.50 49.50 49.50 53.63 49.50 49.50 28.88

35.00 60.00 60.00 60.00 60.00 60.00 65.00 60.00 60.00 35.00

PARTY

PACKS

Price Name of product Packing Trade 1 litre + 250ml Vanilla free 1 litre + 250ml Straw Berry free 1 litre + 250ml Mango free 1 litre + 250ml Chocolate Kaju Draksh Butter Scotch Litchi Choco Chips Kesar Pista Tutti Frutti Black Currant Pineapple free 1 litre 1 litre 1 litre 1 litre 1 litre 1 litre 1 litre 1 litre 82.50 82.50 82.50 90.75 90.75 90.75 82.50 99.00 53.63 82.50 53.63 53.63

to MRP 65.00 65.00 100.00 100.00 100.00 100.00 110.00 100.00 110.00 100.00 120.00 65.00

STICKS

Trade Name of product Chocobar Frostick Mango Dolly R. B. Dolly Packing 28x40ml 8x140 ml 20x60 ml 20X60ml P/Pcs 5.78 20.63 9.90 9.90

Trade MRP P/Box 161.84 165.00 198.00 198.00 8.00 15.00 12.00 12.00

KULFI

Trade Trade Name of product Mawa Malai Kulfi Magabite cone Sahi Badam Kulfi Sahi Pista Kulfi Packing 8x100 ml 8x150 ml 12x60 ml 12x60 ml P/Pcs 7.65 15.50 7.65 9.90 P/box 8.25 132.00 8.25 118.80 MRP 10.00 20.00 10.00 10.00

CONES

Price to Price to Name of product Chocolate Cone Butter Scotch Cone Butter Scotch Cone Jr. Packing 120ml 120ml 60ml WD 11.48 11.48 5.36 Trade 12.38 12.38 5.78 MRP 15.00 15.00 7.00

FUNDOO

Price to Price to Name of product Vanilla Straw Berry Mango Sundae Packing 100ml 100ml 125ml 125ml WD 7.65 9.18 10.71 11.48 Trade 8.25 9.90 11.55 12.38 MRP 10.00 12.00 14.00 15.00

CANDY

Price to Price to Name of product Orange Mango Packing 60ml 60ml WD 3.06 3.06 Trade 3.30 3.30 MRP 4.00 4.00

Daily Market Visit Report of Team Members Name of MT :Name of WD: Date of Visit:

s.no 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18

Name and Address with Ph. No

HADF Status

Follow-up Visit

19 20 21 22 23 24 25 WD HADF Score for the day: Cum.HADF up to date: FFR Signature