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History of Amul
The Kaira District Co-operative Milk Producers' Union Ltd. was registered on December 1,
1946 as a response to the exploitation of marginal milk producers by traders or agents of the
only existing dairy, the Polson (brand) dairy, in the small town of Anand (in Kaira District
of Gujarat).
Milk Producers had to travel long distances to deliver milk, which often went sour in
summer, to Polson. The prices of buffalo and cow milk were arbitrarily determined.
Moreover, the government at that time had given monopoly rights to Polson to collect milk
from Anand and supply it to Bombay city.
Angered by the unfair and manipulative trade practices, the farmers of Kaira
approached Sardar Vallabhbhai
Patel under
the
leadership
of
local
farmer
leader Tribhuvandas K. Patel. He advised them to form a cooperative and supply milk
directly to the Bombay Milk Scheme instead of Polson (who did the same but gave them low
prices). He sent Morarji Desai to organise the farmers.
In 1946, the milk farmers of the area went on a strike which led to the setting up of the
cooperative to collect and process milk. Milk collection was also decentralized, as most
producers were marginal farmers who could deliver atmost 12 litres of milk per day.
Cooperatives were formed for each village too.
The Cooperative was further developed and managed by Dr.Verghese Kurien along
with H.M. Dalaya. Dalaya's innovation of making skim milk powder from buffalo milk for
the first time anywhere in the world and a little later, along with Kurien's help, making it on a
commercial scale,[12] led to the first modern dairy of the cooperative at Anand, which would
successfully compete against established players in the market.
zThe trio's (T. K. Patel, Kurien and Dalaya's) success at the cooperative's dairy soon spread to
Anand's neighbourhood in Gujarat, and within a short span, five unions in other districts
Mehsana, Banaskantha, Baroda, Sabarkantha and Surat were set up.
Introduction to Brand
Production area
In rural areas, kulfi / ice creams made by small / cottage industry are popular. The 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% inthe south.
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 Strawberry and chocolate, which together account
for more than 70% of the market followed by butterscotch and other fruit flavours.
Kaju
Breadspreads:
Amul Butter
Amul Lite Low Fat Breadspread
Cheese Range:
Amul Pasteurized Processed Cheddar Cheese
Amul Processed Cheese Spread
Amul Mozzarella Cheese
Utterly Delicious Pizza
Pure Ghee:
Amul Pure Ghee
Sagar Pure Ghee
Infant Milk Range:
Amul Infant Milk Formula 1 (0-6 months)
Amul Infant Milk Formula 2 ( 6 months above)
Amulspray Infant Milk Food
7
Milk Powders:
Amul Full Cream Milk Powder
Amulya Dairy Whitener
Sagar Skimmed Milk Powder
Sagar Tea and Coffee Whitener
Fresh Milk:
Amul Taaza Toned Milk 3% fat
Amul Gold Full Cream Milk 6% fat
Amul Shakti Standardised Milk 3% fat
Amul Smart Double Toned Milk 1.5% fat
Curd Products:
Amul Masti Dahi (fresh curd)
Amul Butter Milk
Amul clairs
Brown Beverage:
COMPETITORS
Competitors are the once who produce and sell the same product as producer by the unit
competitors affect the business with several caused. The main rivals are following.
1.
2.
3.
4.
Nestle
Kwality Walls
Vadilal
Mother Dairy
2. Kwality Walls 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.
3.Vadilal (Vadilal Industries Limited) From a small outlet in Ahmedabad over 80 years back,
Vadilal Industries Ltd has today emerged as Indias second largest ice cream player. The
company is also one of the largest processed food players in India with significant exports of
frozen vegetables and ready to eat snacks, curries and breads.
10
Vadilals aim is to become an Indian MNC in Ice creams and frozen foods and to provide
products and services at an affordable price without compromising on quality.
To have a clear understanding of the ice cream industry and Amuls position in
market
11
To develop strategies and come out with suggestions for increasing the sales.
RESEARCH METHODOLGY
RESEARCH DESIGN
12
The research methodology adopted is of descriptive type. The major purpose of this research
was the description of the affairs as it exists at present. Even though there was no control over
the variables. The cause were tried to be discovered. The facts or information gathered were
analysed to make a critical evaluation of the information.
SAMPLING DESIGN
Sample design is a definite plan of obtaining some items from the whole population. The
sample used in this project is Cluster. In the probability sampling methods, each items in the
sample is chosen one at a time from a complete list of universe elements. In marketing
research practice, it will sometimes be more expedient to select items individually. Sampling
methods in which universe elements are chosen in groups rather than individually are called
cluster-sampling methods. They are widely used in the sampling of human populations.
When no complete universe listing exists, a type of sampling is called area sampling may be
the only practically feasible form of probability sampling. Sample design is a definite plan of
obtaining some items from the whole population. The sample design used in this cluster
sampling.
CLUSTER SAMPLING
Here the whole area is divided into some geographical area and a definite number of retailers
were to be surveyed Cluster sampling are frequently utilized when no list of sample
population is available.
SOURCES DATA
One had to depend mainly on primary data as firsthand knowledge was required about market
position of various brands in the ice cream. So our actual study was conducted in 3 stages:
First we discussed with our guiding officers on the various parameters of the project. We also
talked informally with some consumers and retailers to have some preliminary idea.
Next format was prepared based on prior discussion. Separate questionnaire was prepared for
established and unexplored markets.
Lastly the final questionnaire was prepared with various modifications to the previous
questionnaire.
People were not willing to answer, when they were contacted between 1:00 pm to 5:00 pm,
the time when most of the people take rest during the scorching heat.
SAMPLING TECHNIQUES
13
The stratified sampling method was followed. The population of all the towns was not
homogeneous. There exist people of different occupation. So stratified sampling technique
had to be applied in order to obtain a representative sample.
SAMPLE SIZE
The sample size varied from town to town for retailers. In Burari, Sant Nagar, Naharpur,
Krishna market the sample size taken was 30. The sample size taken was 30. The sample size
of retailers varied from 7 to 25 according to the size of the market.
DATA ANALYSIS
The data were analysed separately for each area. The findings resulting of the analysis varied
from area to area and the recommendations stated accordingly arrived at after thorough and
recommendation stated accordingly.
Strengths:-
Weaknesses:-
1) Advertising is low profile, as the results of the survey show. Majority of the
respondents have hardly seen any ad of Amul ice cream. However Kwality Walls on
the other hand is into heavy advertising and consequently, is popular.
2) Shortage of stock during season.
3) Less attractive packaging.
4) Distribution problems.
5) 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.
6) Limited international presence as compared to leading global brands
Opportunities:1) Internet promotions are a good means of awareness which should be tapped.
2) It is a high growth segment as the population is every increasing with
demands.
3) Distribution coverage
Threats:15
never- ending
1) Amul is currently facing stiff competition from Kwality Walls and may face more
threat from the local manufactures in the low priced segment ice creams.
2) The customers have very well received the Kwality Walls product differentiation
strategy and Mother Dairy is also pushing up its advertising pitch.
3) Also the low per capita income low per capita consumption of the people is a threat to
Amul.
4) Free entry to the markets.
5) Even Vadilal is coming up with their new strategy and promotions of various variants
Of ice creams
16
STP
I)
SEGMENTATION
1) Geographical
Urban and Rural
2) Demographic -
A) Age: 1 to 60
B) Family Life Cycle: Young, Single, Married, Older
C) Education: Grade School or less, high school, college graduates, etc.
D) Attitude towards the product: The attitude towards the product is positive as people have
trust in Amuls products.
4) BehaviouralA) Occasions: Amul targets special occasions such as New Years Eve, Diwali and
Valentines Day etc.
B) Benefits: They provide good quality product at economical prices.
C) Usage Rate: The usage rate is very high in behavioural segmentation of Amul Ice cream.
D) Buyer Readiness: The consumers are ready to buy these products and so the buyer
readiness is high.
E) Loyalty Status: The loyalty for Amul Ice-cream is Shifting Loyal as there is a major
competitor in the market i.e. Nestle, Kwality walls
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II)
TARGET
The target of Amul Ice-cream is Lower, Middle, Upper Middle Income group people. It
targets both men and women and children
III)
POSITIONING
Amul Ice Cream is positioned as an Ice Cream with various flavours for all occasions and for
all age groups.
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1. What ice cream brand comes in your mind when you heard the word ICE CREAM?
a) Kwality walls
b) Amul
c) Mother dairy
d) Baskin robins
e) Naturals
f) Other
Brands
Naturals
Amul
Baskin robins
Kwality
Others
19
No
Likes
Yes
No
20
No
Yes
No
21
No
Price high
Yes
No
22
No
Brand Visibility
Yes
No
23
No
Yes
No
24
No
Yes
No
25
8. Do you think amul should use the brand ambassador or it should stick with the amul girl?
Yes
No
Amul Girl
Brand Ambassador
26
No
Yes
No
27
10. Do you still prefer amul ice-creams after the worm controversy?
Yes
No
Yes
No
28
11. Do you think that amul has succeeded in all marketing strategies it has undertaken to get
the control of the confectionery market?
Yes
No
Yes
No
29
12. From where do you come to know about the amul ice-creams?
a.
b.
c.
d.
News paper
Advertising
Radio
Hoardings
Media
News paper
Advertising
Radio
Hoardings
30
13. Would you prefer a low calories ice-creams even if it is priced high?
Yes
No
Yes
No
31
No
Satisfaction
Yes
No
32
Suggestion
Yes
No
33
34
SEGMENTATION:
1. GEOGRAPHIC SEGMENTATION: It will target the Urban Market.
2. DEMOGRAPHIC SEGMENTATION:
3. PSYCHOGRAPHIC:
It can be used by working class as well as house wives who are health conscious, also by
those who have busy lifestyle. It is accepted by all religions.
4. BEHAVIOURAL SEGMENTATION:
BENEFITS: Low on calorie, good quality, easily available in supermarkets and general
stores also
USAGE RATE: The Usage Rate will be high as it will be consumed more in urban
areas.
LOYALTY STATUS: Loyalty status will be Hard core Loyals as there is no much
completion in the market.
BUYER READINESS STAGE: The buyer will be ready to buy this product as it
will be low on calorie even if it is highly priced. So buyer readiness will be high.
TARGETING:
36
Amul Ice Cream Healthy wealthy will be targeted on both men and women who are health
conscious and also youth who are more health conscious.
POSITIONING:
It will be positioned as a LOW CALORIES ice cream. Its USP will be that it will be rich
in nutrients which are necessary for maintaining the health of the person.
LIMITATIONS
37
Due to unavailability of proper conveyance facility, it was really hard to cover the
market under a scorching sun.
The time duration of two months was too short for the completion of all activities.
RECOMMENDATIONS
38
In order to maintain and increase the sales in the city of Delhi, the following
recommendations
regarding
Amul
ice
etc,
are
hereby suggested:
First and foremost
improve
service,
because although being on a top slot in Butter and milk supplies it does not get the
sales in ice cream, which it should get.
Amul should give local advertisements apart from the advertisements given at the
national level. Local advertisement must mention the exclusive Amul shops of the
city.
Company should introduce sales promotion schemes like free extra weight, free gifts
etc.
Company should provide uniforms to vendors as other company do.
Company should introduce some new flavours in its range of ice-creams.
The company needs to improve their packaging material quality. Packaging is one of
the main areas of disagreement with the ice cream because the packaging of the ice
cream creates problem with caring and forwarding. Company should have to open
more APOS & A class outlets because total number of outels in delhi are very less.
CONCLUSION
39
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. As we
know Amul is a co-operative organization but ice cream industry is a profitable industry we
cant ignore it.
It is very difficult proposition to draw conclusion to the Amul Ice creams business and the
impact it has on our daily life. Amul is a company that strongly pushes itself as an Indian
company
With the help of research, company can find out its weak points in Ice cream product and can
increase its market share through rectifying mistakes. People have believed in Amuls
product and they will accept its ice cream also if effective actions were taken. The survey
resulted into following conclusions:
Amul must come up with new promotional activities such that people become aware
about Amul Ice cream
Quality is the dominating aspect which
influences consumer
to purchase
Amul
product, but prompt availability of other ice cream brands and aggressive promotional
activities by others influences the consumer towards them and also leads to increase
sales.
With the help of this project, it can be concluded that the marketing strategies followed by
Amul are very successful.
40
BIBLIOGRAPHY
Books:
1. Philip Kotler, Principles of Marketing, Tenth Edition , Printed in the United States of
America, Year 1996.
2. Crainer, Stuart, The Real Power Of Brands, PITMAN Publishing, Printed in Great
Britain, Year 1995.
3. Philip Kotler,, Marketing Management, Ninth Edition, Prentice Hall, Printed in India,
Year 1999.
4.
Personnel:
www.consumerpsychologist.com
www.amul.com
www.motherdairy.com
www.marketreseach.com
www.kwalitywalls.com
www.vadilal.com
www.wikipedia.com
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QUESTIONAIRE
Survey on Amul Ice Cream
Name: ___________________________
Gender: _________________________
Location: ________________________
Ph. No\Email id: ________________________________
Age: ________
Occupation: _______________________________________
1. What ice cream brand comes in your mind when you heard the word ICE CREAM?
a)
b)
c)
d)
e)
f)
Kwality walls
Amul
Mother dairy
Baskin robins
Naturals
Other (please specify)
No
No
No
No
No
No
8. Do you think amul should use the brand ambassador or it should stick with the amul girl?
42
Amul Girl
Brand Ambassador
No
10. Do you still prefer amul ice-creams after the worm controversy?
Yes
No
11. Do you think that amul has succeeded in all marketing strategies it has undertaken to get
the control of the confectionery market?
Yes
No
12. From where do you come to know about the amul ice-creams?
i.
ii.
iii.
iv.
news paper
advertising
radio
hoardings
13. Would you prefer a low calories ice-creams even if it is priced high?
Yes
No
No
43