Report on

Retailer Distributor Relationship in Ice Cream Segment

At
Gujarat Co-operative Milk Marketing Federation Ltd.
Anand

By
Bhavin Agrawal (02)
Nitin Madhavi (28)
Saurabh Parmar (38)
Som-Lalit Institute of Management Studies

Ahmedabad

Preface

Business environments are becoming more and more complex with the passage of time. To
understand and deal with such riddle phenomena, one needs a lot of energy and knowledge. So
business education has become an evolving science, which helps to solve the business problems.
Academic education provides a general knowledge about business decisions and policies.
This internship, as an integral part of MBA programme, provides the opportunity to peep into
real business. It enables us to evaluate and understand the practical application of all the terms
and techniques that we have studied during our course work.
I was assigned to complete my internship comprising practical work of 2 months, at Gujarat Cooperative Milk Marketing Federation Ltd., Anand. In this internship report I have tried my level
best to explain each and every significant aspect of the market situation of the product that was
offered to me for market research and about Amuls international reach. Gujarat Co-operative
Milk Marketing Federation Ltd. is Indias largest dairy food product marketing organisation and
Amul is the largest production organisation. GCMMF is getting APEDA awards since last 11
years. Amul is providing high quality goods at reasonable prices. GCMMF Ltd. is a co-operate
body. GCMMF provides a facility of sales and marketing to the thirteen plants of Amul. All the
export activity includes documentation and it is accomplished by the GCMMF Ltd.GCMMF
provides good knowledge of each arena including practical knowledge.

Acknowledgement

A summer project is a golden opportunity for learning and self-development. I feel great pleasure
in submitting this report as a part of practical study in the professional course of management. I
am very thankful to GCMMF Ltd., Anand, who gave me such an opportunity to work out for
project on market research and international marketing.
I wish to express my indebted gratitude and special thanks to Mr Bharat Patel (Branch
Manager) and Mr. Keyur Trivedi (Sales Officer) who, in spite of being extraordinarily busy
with their duties, took time out to hear, guide and keep me on the correct path and allowing me to
carry out my industrial project work at their esteemed organization.
The research paper required intensive primary information from reliable sources. GCMMF
employees are my main source of information, without whose valuable insights the report would
have been incomplete. I would therefore like to thank them for giving me their valuable time and
information
I express my deepest thanks to Prof. Neha patel for her guidance and support. She helped all the
time when I needed and she gave right direction towards completion of project.

Executive Summary

In todays competitive world, while entering in the market it is very necessary to have good
knowledge of the potential of a particular market. We should have the information regarding the
activities of competitors existing in the market so that we can plan our each activity
according to that. It is also necessary to retain the existing customers apart from
attracting new customers. The Project is concerned with the market research of
understanding the distribution system of Amul IceCreams and also understanding
the relationship between Retailer and Distributor which plays and inevitable part in
the distribution channel.

Table of contents
Preface

Acknowledgement

Executive Summary

Introduction
Birth of Amul

Introduction of GCMMF

GCMMF overview

11

Research objective

17

Introduction to industry (ice cream )

18

Major players in the industry

21

Various variants of Amul

21

Product specification

26

Distribution Network

29

Competitors of Amul Ice cream

30

Project at GCMMF

36
Dist. Channel of Amul ice cream
Margin break up in retail outlets
Objectives

37
38
38

Limitations to the project

44

Findings from observational field study

45

Analysis and findings: consumer perspective

47

Questionnaire

48

Analysis of survey

56

Conclusion

58

Suggestions and recommendations

59

The Birth of Amul

It all began when milk became a symbol of protest. It was Found in 1946 to stop the exploitation
by middlemen and was Inspired by the freedom movement
The seeds of this unusual saga were sown more than 65 years back in Anand, a small town in the
state of Gujarat in western India. The exploitative trade practices followed by the local trade
cartel triggered off the cooperative movement. Angered by unfair and manipulative practices
followed by the trade, the farmers of the district approached the great Indian patriot Sardar
Vallabhbhai Patel for a solution. He advised them to get rid of middlemen and form their own cooperative, which would have procurement, processing and marketing under their control.

In 1946, the farmers of this area went on a milk strike refusing to be cowed down by the cartel.
Under the inspiration of Sardar Patel, and the guidance of leaders like Morarji Desai and
Tribhuvandas Patel, they formed their own cooperative in 1946.

This co-operative, the Kaira District Co-operative Milk Producers Union Ltd. began with just
two village dairy co-operative societies and 247 litres of milk and is today better known as Amul
Dairy. Amul grew from strength to strength thanks to the inspired leadership of Tribhuvandas
Patel, the founder Chairman and the committed professionalism of Dr Verghese Kurien, who was
entrusted the task of running the dairy from 1950.

The then Prime Minister of India, Lal Bahadur Shastri decided that the same approach should
become the basis of a National Dairy Development policy. He understood that the success of
Amul could be attributed to four important factors. The farmers owned the dairy, their elected
representatives managed the village societies and the district union, they employed professionals
6

to operate the dairy and manage its business. Most importantly, the co-operatives were sensitive
to the needs of farmers and responsive to their demands.

At his instance in 1965, the National Dairy Development Board was set up with the basic
objective of replicating the Amul model. Dr. Kurien was chosen to head the institution as its
Chairman and asked to replicate this model throughout the country.

Introduction of GCMMF
Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), is India's largest food product
marketing organisation with annual turnover (2013-14) US$ 3.0 billion. Its daily milk
procurement is approx 13.18 million ltrs. per day from 17,025 village milk cooperative societies,
17 member unions covering 31 districts, and 3.23 million milk producer members.
It is the Apex organisation of the Dairy Cooperatives of Gujarat, popularly known as 'AMUL',
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. Its success has not
only been emulated in India but serves as a model for rest of the World. It is the exclusive
marketing organisation of 'Amul' and 'Sagar' branded products. It operates through 53 Sales
Offices and has a dealer network of 10000 dealers and 10 lakh retailers, one of the largest such
networks in India. Its product range comprises milk, milk powder, health beverages, ghee, butter,
cheese, Pizza cheese, Ice-cream, Paneer, chocolates, and traditional Indian sweets, etc.
GCMMF is India's largest exporter of Dairy Products. It has been accorded a "Trading House"
status. Many of their products are available in USA, Gulf Countries, Singapore, The Philippines,
Japan, China and Australia. GCMMF has received the APEDA Award from Government of India
for Excellence in Dairy Product Exports for the last 13 years. For the year 2009-10, GCMMF has
been awarded "Golden Trophy" for its outstanding export performance and contribution in dairy
products sector by APEDA. In 2013-14, GCMMF took giant strides in expanding its presence in
International markets. Amuls presence on Global Dairy Trade (GDT) platform in which only the
top six dairy players of the world sell their products, has earned respect and recognition across
the world. By selling milk powders on GDT, GCMMF could not only realize better prices as per
market demand but it also firmly established Amul in the league of top dairy players in world
trade.
For its consistent adherence to quality, customer focus and dependability, GCMMF has received
numerous awards and accolades over the years. It received the Rajiv Gandhi National Quality
Award in1999 in Best of All Category. In 2002 GCMMF bagged India's Most Respected
Company Award instituted by Business World. In 2003, GCMMF was awarded the The IMC
Ramkrishna Bajaj National Quality Award - 2003 for adopting noteworthy quality management
practices for logistics and procurement. GCMMF is the first and only Indian organisation to win
topmost International Dairy Federation Marketing Award for probiotic ice cream launch in 2007.
For the innovations, GCMMF has received AIMA-RK Swamy High Performance brand award
2013 and CNN-IBN Innovating for better tomorrow award in 2014. For the tree plantation

activity GCMMF has received seven consecutive Good Green Governance award from Srishti
during 2007 to 2013.
The Amul brand is not only a product, but also a movement. It is in one way, the representation
of the economic freedom of farmers. It has given farmers the courage to dream, to hope, to live.

Introducing higher value products:

Beginning with liquid milk, GCMMF enhanced the products mix through the progressive
addition of higher value products while maintaining the desired growth in existing products.
Despite, competition in the high value dairy product segment from firms like Hindustan Lever,
Nestle and Britannia, GCMMF ensures that the product mix and the sequence in which Amul
introduces its products is consistent with the core philosophy of providing milk at a basic,
affordable price.
Amuls product range include milk, butter, ghee, cheese, curd, chocolate, ice cream, cream,
srikhand, paneer, gulab jamun, basundi, Nutramul brand and others. In January 2006, Amul plans
to launch Indias first sports drink Stamina, which will be competing with Coca Colas
PowderAde and PespsiCos Gatorade.

In August 2007, Amul introduced Kool Koko, a chocolate milk brand extending its product
offerings in the milk product segment. Other Amul brands are Amul Kool, ready to drink coffee
and Indias first sports drink Stamina.
Amuls sugar-free Pro-Biotic Ice cream won THE INTERNATIONAL DAIRY FEDERATION
MARKETING AWARD for 2007.

The Distribution Network:

Amul products are avilable in over 500,000 retail outlet across India through its network of over
3500 distributors. There are 47 depots with dry and cold warehouses to buffer inventory of the
entire range of products.
GCMMF transacts on an advance demand draft basis from its wholesale dealers instead of the
cheque system adopted by other major FMCG companies. This practice is consistent with
GCMMFs philosophy of maintaing cash transactions throughtout the supply chain and it also
minimizes dumping.
Wholesale dealers carry inventory that is just adequate to take care of the transists time from the
branch warehouse to their premises. This just-in-time inventory strategy improves dealers return
on investment (ROI). All GCMMF branches engage in route scheduling and have dedicated
vehicle operations.

Mascot:
Since 1967 Amuls product mascot has been the very recognizable Amul Baby (a chubby
butter girl dressed in polka dotted dress) showing up on hoardings and product wrapper with the
equally recognizable tagline Utterly Butterly Delicious Amul. The mascot was first used for
Amul butter. But in recent years in the second wave of ad campaign for Amul products, she ahs
been also used for other products like ghee and milk.
Currently Amul is in the process of getting the Amul Girl registered as the oldest ad capaign in
the Gunniess Book of World Records. Although there seems to be no competition for this
mascot, Amul Corporation is still doing further research to confirm their claim.

10

GCMMF - An Overview
Year of Establishment
Members

1973

No. of Producer Members

17 District Co-operative Milk producers

unions
3.23 Million

No. of Village Societies

Milk Collection (Total - 2013-14)

17,025
4.79 billion litres

Milk collection (Daily Average 2013-14)

13.18 million litres

Cattlefeed manufacturing Capacity

6190 Mts. per day

Sales Total Milk handling capacity per day

23.2 Million litres

Turnover - (2013-14)

Rs. 18143 Crores (US $ 3.0 Billion)

11

Product Range

12

Mission

GCMMF endeavour to satisfy the taste & nutritional requirements of the customers of the world,
through excellence in marketing by their committed team. Through co-operative networking,
they are committed to offering quality products that provide best value for money.

Vision
GCMMF will be an outstanding marketing organization, with specialization in marketing of food
and dairy products both fresh and long life with customer focus and IT integrated. The
network would consist of over 100 offices, 7500 stockists covering at least every Taluka . Head
quarter servicing nearly 10 lakh outlets with a turnover of Rs.10,000 Cr. and serving several cooperatives. GCMMF shall also create markets for its products in neighbouring countries.

13

Awards

GCMMF Received Prestigious CNN-IBN Innovating for a Better Tomorrow Award

Amul won AIMA High Performance Brand Award-2013 for brand Amul.

Shri R S Sodhi, MD - GCMMF, received prestigious QIMPRO GOLD STANDARD

Quality Award 2013

GCMMF won the SAP Award for Customer Excellence (SAPACE) 2013 under the
category of "Best Run Award in Finance"

GCMMF received ET-Corporate Citizen Award of the Year 2010-11

Amul received Green Globe Foundation Award

Dr. V.Kurien honoured with Life Time Achievement Award

GCMMF received Srishti's G-Cube Award - 2010

Amul Bagged International Dairy Federation Award

14

GCMMFs Member Unions

Kaira District Cooperative Milk Producers Union Ltd., Anand

Mehsana District Cooperative Milk producers Union Ltd, Mehsana
Sabarkantha District Cooperative Milk Producers Union Ltd., Himatnagar

Banaskantha District Cooperative Milk Producers Union Ltd., Palanpur

Surat District Cooperative Milk Producers Union Ltd., Surat
Baroda District Cooperative Milk Producers Union Ltd., Vadodara
Panchmal District Cooperative Milk Producers Union Ltd., Godhra
Valsad District Cooperative Milk Producers Union Ltd., Valsad
Bharuch District Cooperative Milk Producers Union Ltd., Bharuch
Ahmedabad District Cooperative Milk Producers Union Ltd., Ahmedabad

Rajkot District Cooperative Milk Producers Union Ltd., Rajkot

Gandhinagar District Cooperative Milk Producers Union Ltd., Gandhinagar

Surendranagar District Cooperative Milk Producers Union Ltd., Surendranagar

Amreli District Cooperative Milk Producers Union Ltd., Amreli

Bhavnagar District Cooperative Milk Producers Union Ltd., Bhavnagar
Kutch District Cooperative Milk Producers Union Ltd., Anjar

Main functions of the Federation

Marketing of milk and milk products processed/ manufactured by milk unions.

Establish distribution network for marketing of milk and milk products.

Arranging transportation of milk and milk products from the milk unions to the market.
15

Creating and maintaining a brand for marketing of milk and milk products (brand
building).

Providing support services to the milk unions and members like technical inputs,
management support and advisory services.

Pooling surplus milk from the milk unions and supplying it to deficit milk unions.

Establish feeder-balancing dairy plants for processing the surplus milk of the milk unions.

Arranging for common purchase of raw materials used in manufacture/ packing of milk
products.

Decide on the prices of milk and milk products to be paid to milk unions.

Decide on the products to be manufactured at various milk unions (product mix) and
capacity required for the same.

Conduct long-term milk production, procurement and processing as well as marketing

planning.

Arranging finance for the milk unions and providing them technical know-how.

Designing and providing training on cooperative development, technical and marketing

functions.

Conflict resolution and keeping the entire structure intact.

Research Objective :
1. To increase the sales of Amul Ice cream
2. To find out the competitive edge of the company over the competitiors
3. Study the distribution channel
4. To analyze the retailers perception about Amul through retailers survey
5. To understand the relationship between the Distributors and retailers
16

It can be helpful to company in following ways :

1. Create a brand equity of Amul Ice Cream

2. Create awareness among the retailer about the Amul ice cream business and benefits of
the deep freezer which will lead to the penetration of Amul ice cream in the market
3. Help in strengthening its distribution network
4. Create new opportunities for the company to grow its market share

17

Introduction to Industry
India is considered to be the largest milk producer across the globe and accounts for one fifth of the
total global milk production. It constitutes of different sub segments of which ice cream has seen
strong growth in the market. The Indian ice-cream sector is a competitive market with strong
competition from the unorganized sector. At a time when input prices are rising and branded players
are forced to increase prices of their products, unorganized or local players indulge in low quality
ingredients and offer products at cheaper prices. However, the sector is still on a growth path
as constant innovation presents products catering to the varied needs of customers.

The Indian Ice Cream Industry: An Overview

The Indian ice cream industry is currently estimated to be worth Rs. 2,500 crore, growing at a
rate of approximately 12-15%. The ice cream market in India can be divided into: the branded
market and the grey market. The branded market at present is 120 million litres per annum valued at
Rs. 1350 crore. The grey market consists of small local players and cottage industry players.
Despite a decent growth rate, the ice cream industry faces the challenge of low per capita
consumption.
India has a per capita ice cream consumption of 300 ml per annum, as against the world
average of 2.3 litres per annum. Country wise the annual consumption is 23 litres in the
US, 18 litres in Australia, 14 litres in Sweden and this is too when India is a country with
hot climate with a young population. Pankaj Chaturvedi, Executive Director of Baskin
Robins, explains Indian cuisine has a huge range of desserts in its mix. Ice cream
always competes against these for attention. Besides desserts, ice cream also vies for
attention with other like foods for example in summers with cold drinks, coffee, juice,
etc.
Another trend that is witnessing a change is the seasonal nature of the industry. Having said that,
the peak season for ice cream still remains the summer months of April-June and dips in the
months of November-February. According to the industry players, this trend especially holds true
for the North and the Western parts of India.
18

The Ice Cream Business

The ice cream industry has traditionally grown at a healthy rate of 12-15% year-on-year. The growth
in Ice cream industry has been primarily due to strengthening of distribution network and cold chain
infrastructure. Channels such as Mobile Vending Units have been increasing year on year to
reach out to a larger set of consumers. Besides, consumers also have the choice of trying out
varied product offerings from different brands to keep them excited.
What exactly is defined as ice cream under the guidelines?
The Prevention of Food Adulteration (PFA) Rules, 1955 define ice cream as a frozen
product that contains not less than 10% milk fat, 3.5% protein, 36.0% total solids, and
0.5% permitted stabilizer and emulsifier. Players who deviate from these norms tactfully call
their product "frozen dessert. However, it is illegal to sell ice cream which has contents
below these specified standards.

The basic steps in the manufacturing of ice cream are generally, blending the ingredients,
pasteurization, homogenization, aging the mix, freezing, and hardening. During the
hardening process, the ice cream mixture is incorporated with air. This is done to make
the product light and creamy. This is necessary as without air, ice cream would be
like frozen ice. Now the ice cream can contain a considerable quantity of air, even up to
half of its volume. This perhaps makes ice cream a business with high profit margin.
An ice cream mix (consisting of milk, emulsifier, and sugar and so on) costs about Rs.
60-65 a litre. And in one litre you can add up to one litre of air. Therefore, per litre the
mix would cost you approximately Rs 32. If you take a 150 ml cup, you can make 13
cups of ice cream from one litre of mixture. Calculating on that basis, the cost per cup
comes to about Rs 5. Now add to that Rs 5 worth of packaging cost, electricity, labour,
transportation, advertisement cost etc. It comes to approximately Rs. 10 per cup.
Depending on the variety, the profit margin therefore can go up to even 100%. While for bigger
players, the distribution and advertising costs eats into the profit margins, for smaller players, it
is the volumes that matter.

19

The cost for setting up a small scale ice cream plant could come to approximately Rs. 10 Lakh,
including the cost of an ice cream plant, labour (3-4), storage freezers, and so on. This price is not
including the land cost. Of late, a number of players who have entered the segment are playing on
innovative aspects, for example, natural flavours made from fruits. Some players like Mumbaibased Space Dotz are also coming up with newer technology. A noteworthy innovation was the
pro-biotic and low fat ice cream bought into the market by Amul.

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.

Types
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, Butter
Scotch and Chocolate, which together account for more than 70% of the market followed by
butterscotch and other fruit flavours.
The Challenges
There are several challenges that affect the industry adversely. The industry players not only face
competition from their competitors, but also from other like foods. Though changing, consumers still
consider ice cream as a dessert and a side item.
Moreover, of the ice cream consumption in India, nearly 60% is accounted to by three flavours of
vanilla, strawberry and chocolate. And to be on the safer side, major players tend play around these
flavours only. For big players, regional competition from smaller players is another major issue.
Another major problem faced by the industry players, especially while expansion, is poor
infrastructure such lack of cold storage and in case of rural penetration, even erratic
power supply becomes an issue. This is especially true for big players.
Besides the presence of other players, another hurdle is the high rent charged for floor
space, especially in malls. This also becomes a problem when they try to expand.

Major Players in the Industry

20

The Indian Ice cream sector, as mentioned earlier, is divided into branded segment and grey market
segment (which are basically local manufacturers).
Considering the branded segment, the market is dominated by companies like Amul , Kwality
Walls (HUL), Vadilal, Mother Dairy, Cream Bell and other branded local manufacturers.

21

22

23

Amul Ice cream was launched on 10th March, 1996 in Gujarat. The portfolio consisted of
impulse products like sticks, cones, cups as well as take home packs and
institutional/catering packs. Amul ice cream was launched on the platform of Real Milk. Real
Ice cream given that it is a milk company and the wholesomeness of its products gives it a
competitive advantage.
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.
It has combated competition like 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 40% share against the 14% market share of HUL,
thus making it 3 times larger than its closest competitor.
Not only has it grown at a phenomenal rate but has added a vast variety of flavours to its ever
growing range. Currently it offers a selection of 220 products. Amul has always brought newness
in its products and the same applies for ice creams.
In January 2007, Amul introduced SUGAR FREE & ProLife Probiotic Wellness Ice Cream,
which was a first in India. This range of SUGAR FREE, LOW FAT Diabetic Delight & ProLife
Probiotic Wellness Ice Cream is created for the health conscious.
Amuls 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.

24

Cone

120 ml, 100ml, 80 ml & 50 ml

Cup

Cup 125 ml, 100 ml, 80 ml, 90 ml & 40

ml

Plastic
Container

liter, 750 ml, 500 ml, 125 ml, 100 ml,

80 ml & 60 ml

Stick

70 ml, 60 ml, 40 ml

Take Home

Bulk / catering packs (5 liter, 4 liter),

take home packs (2.2 liter, 1.5 liter, 1.25
liter, 1 liter),
combo packs (750 ml+750ml Free) and
family packs (500 ml, 250 ml)

Product Features

Made from Fresh Milk (Real Milk, Real Ice cream): No added vegetable oil, hence no
Frozen Dessert.
No Differentiation in Quality Standards of Consumer & Catering/ Institutional
Packs: Stringent Standards than Specified by PFA & BIS for more fat and less overrun (less air)
to give creamier feeling.
Best Ingredients: Fresh milk, superior fruits & nuts.
Manufacturing Facility: Made in ISO & HACCP certified state of the art plants with
stringent hygienic standards to ensure food safety.
Prolife & SUGAR FREE Probiotic: The first company in India to introduce probiotics
in ice cream (IDF Award for Best Nutrimarketing Category, Oct '07) & SUGAR FREE Probiotic
products.

Product Application
Individual consumption (impulse), Take home, Catering at parties, marriages etc. celebration and
Recipe preparation for sundaes, shakes, etc.

Available in (Segments/Markets)

25

More than 800 cities across India at Amul Preferred Outlets, Amul Scooping Parlours, retail
shops, vending push carts, hotels, restaurants, canteens, caterers etc.

Product Specifications

Composition

Fat :13%
Protein :4%
Added Sugar :15%
Also, added stabilizers, emulsifiers, colors, flavours. (Nuts, fruits, fruit pulp, topping
etc. depending on flavor of ice cream).

Nutritional Information*

Amount per 100 ml

Energy, kcal

Energy from Fat, kcal

115.0

64.0

Total Fat, g

7.1

Saturated fat,g

4.9

Cholesterol, mg

18.9

Total Carbohydrate, g

10.7

Nutritional Information

Added Sugar, g

8.0

Protein, g

2.0

Calcium, mg

* Approx. value for vanilla flavour ice cream.

26

95.0

Shelf Life

Ice Candies, Plain flavor (No added nut, fruit, fruit pulp, topping etc.) - 12 Months
Nuts/ Fruits Flavour - 6 Months
Ice Cream Cake - 4 Months
(Please see individual pack for shelf life)

Storage condition

-18C or below

27

Institutions & Catering:

GCMMF is presently the market leader in almost all dairy product category i.e. Butter, Milk
Powders, Infant Milk food, Cheese, Cheese Spreads, Milk, Paneer, Dahi etc. We, at Amul,
promise to our highly esteemed consumer, an association in an unwritten contract to satisfy his
taste and nutritional requirements by offering them VFM (Value for Money) products whose
quality is hard to match. The core of the Amul Brand is something that is genetically implanted
in the very fabric of its construction. We endeavour to delight our customers without fleecing
them. For us there is no difference between the terrific rich and the woebegone.

Amul Ice Cream: Present Status:

AMUL Ice cream is among the Asiaa top 10 Ice cream brands.

In a short span of 6 years, Amul Ice Cream has become No.1 Ice Cream brand in the
country. Amul ice cream is now the only national brand and other Ice Cream brands are
regional.

Our position in the market: Amul No.1 brand in India: Amul has achieved a market
share of 38% (4.5 times larger than nearest competitor).

Amul Ice-cream : "Real Milk Real Ice-cream"

The punch line for Amul Ice Cream is Real Milk Real Ice Cream as we offer the best quality
product made of real milk and milk fats and not vegetable oil (frozen dessert). Recipe used for
Amul Ice Cream is on the line of Super Premium Ice Cream i.e. 35% creamier and tastier than
any other ice cream available in India.

Best Ingredients: All ingredients used in our ice creams are of the best quality eg.

Ingredient

28

AMUL

General practice followed by our

competitors

Mango

Alphonso
Mango

Others use Totapuri mango

Draksh
(Raisins)

Afghani
Draksh

Others use local sour draksh

Milk

Fresh Milk

Others use vegetable oil for frozen

and Milk fats dessert or old skimmed milk

powder/ age old white butter for ice
cream

Micro Bacterial Quality:

Particulars

Legal
requirement
(As per BIS)

AMUL
standard

Coliform /
gm

<90 / gm

Nil coliform
count

SPC / gm

250000 / gm

We try to keep
10000/gm or
less

Competitors

100 to 10000 /gm

lacs / gm to
anything

No Differentiation in Quality between Consumer & Bulk Packs: We do not

compromise on quality of the products offered, may it be consumer product or bulk
packs. All the products have same quality standards in terms of fat, over run, total solids
etc. It is our objective to give our customer uniform experience anywhere they consume
Amul Ice Cream.

State of the Art Manufacturing Facilities: Amul Ice Cream is manufactured in state of
the art plants certified by ISO & HACCP.

Probiotic Range: We are the first company in the India to introduce probiotics in ice
cream, for which IDF (International Dairy Federation) has awarded GCMMF the Best
Innovation in Nutri Marketing Category.

SUGAR FREE Range: We have introduced SUGAR FREE Ice Cream in Bulk Pack to
cater this segment. We are the first who made this ice-cream especially for diabetic
Patient Who feel Guilt while others are eating Ice-cream in Marriages.

Other Products of Amul Ice Cream: (Click here)

Other Milk Products: We have also Milk and Milk products which you can used for
making sweets and other recipes.
29

o Amul Milk : UHT Milk / Fresh Milk in 6 litre pack (In selected Markets)
o Amul Butter: Available in Blister Pack / Institution Pack.
o Amul Malai Paneer: Frozen as well as Fresh Paneer.
o Amul Kool Flavoured Milk: 200ml Bottle and 1 litre Tetra Pack.
o Amul Cheese : Pizza Cheese and Process Cheese
o Amul Masti Dahi : in 5 Kg Pack
o Amul Ghee: 15 litre tin
o Amul Sweetened Condense Milk.
o Amul Masti Butter Milk
o Amul Milk Powders (Skimmed / Amulya)
o Amul UHT Cream
o Amul Mithai (Shrikhand / Gulabjamun/ Laddoo)

Our Customers: Amul is supplying a wide range of products to prestigious institutions

and 5 star hotels like Taj, Oberoy, ITC, Trident etc.

DISTRIBUTION NETWORK:
Amul have efficient distribution network. It follows downstream channel of distribution.

Establishment of a direct linkage between milk producers and consumers by eliminating

middlemen
Milk Producers (farmers) control procurement, processing and marketing
Professional management
In Mumbai, Amul has its warehouse in Andheri. From warehouse stock goes to different
distributors. And then distributor supplies stocks to retailers, caterers, hotels etc., and then
finally stock reaches to the end consumer.
30

31

Competitors of Amul Icecream

Swirl's is a concept of ice cream parlours from Kwality Walls that provides
fresh, fun and a unique 'made-for-me' consumer experience. It is for those
on the move, who want to enjoy them and wish to indulge. They are younghearted temptation succumbers who are willing to pay a little extra for that
special experience, that special moment.
The first store was incepted in 1994 in Netherlands, and since has been successfully launched
across the globe. There are over 2000 Heart brand stores across the globe. In India, Swirl's has
been operational since 2004 with the opening of its 1st outlet in NCR region, and thus began its
journey of delighting consumers in India. Swirl's parlours with its great consumer experience,
strategic locations and viable business model had made it an unique and profitable venture for its
franchisees.

FRANCHISE SPECIFICS:
USP:
Lots of varieties like Cornetto, Feast
A treat for every occasion
32

Positioning:

An ice-cream to celebrate happy moments in life

Strong brand name
Excellent advertising and visibility
Good product distribution and availability
Lots of flavors and varieties available

Product range
they have a huge range of products including sugarless, blockbuster, candies, novelties, sundaes,
topo cones, cools ups, roll cuts, ice cream cakes, family packs, ice-cream shakes, ice-cream floats
etc. they have more than 65+ flavours.
Price range:
Rs.25 Rs.55 for a scoop of ice-cream.

Promotions - Through Newspapers.

33

Schemes & offers

Thursday temptation an offer where you get an ice-cream free on purchase of one ice-

cream from a selected range of flavors of the month.

For take away, buy 5 scoops and get 1 scoop free.
They launch innovative flavours
as the flavours of the month.

FACILITIES:

They provide outdoor catering services,

Free home delivery, on website they have store locator.

Manufacturing unit Ahmadabad

Supply procurement daily supply of ice-cream to the parlors.

There are HAV FUNN PARLOURS which serve ice-creams and snacks like chana puri,
samosa, fries etc

34

Products:

FESTIVE SCHEMES:

35

36

Project at GCMMF:

The project undertaken has an objective of increasing the number of Amul ice cream retail
outles, which in turn helps Amul to increase its market share. My job of icreasing the Amul ice
cream parlours was in the the villages of Anand District (The Milk Capital of India),Gujarat.

Amul Ice creams have not yet penetrated on its market capitalization of Amul Butter or other
dairy products. As Amul always focuses on its Quality of the product and hence they follow rigid
promotional methods. The project also helped to understand the distribution channel of Amul Ice
cream ie. storage facilities, how retailers problems were solved, replacement policy of Amul Ice
cream, problem faced in distribution etc.

Some facts had come up during my project and these facts can either be used as opportunities for
exploring and expanding the business as well as can be used as safeguards against threats by the
competitors. To prepare an effective marketing strategy, a company must study its competitors as
well as its actual and potential retailers. A company should have good relation with the
distributor and retailers. The company should adopt flexible policy. Company should manage a
good balance of dealers, retailers, consumers and competitor monitoring.

Along with this my task was to study the retailer perception regarding Amul Ice cream. This is
done through unstructured questionnaire, personal interview, and observation. Consumer
Perception towards Amul Ice cream was studied through proper survey. A structured
questionnaire was prepared and survey was conducted on appropriate sample.

My area of operations was two village of the Anand district namely Petlad which cover small
areas like Sonav Road, Mariyampura, Station Road and Ganj Bazar while the second village was
Borsad which covers the small areas like Vasad Road, Singhlav Road and Mahatma Gandhi
Ganj.

37

Distribution channel of Amul Ice cream:

Manufacturing
Unit

Carrying & Forward

Agent

Distributor

Retailor

Consumer

VRS

Vendors

Consumers

38

Margin Break up in Retail Outlets:

Company

Distributor (10% on billing)

Retailor (17.5% on MRP)

Customer

39

Objectives

Observational Market Study:

To introduce Amul's newly launched Ice-cream named EPIC to the existing and potential
retailers which form the distribution network for Amul while educating them for the same. In
addition, promoting the sales for this Ice-cream along with the general ice-cream products from
Amuls ice-cream basket and study/observe the buying behaviour of consumers and
retailers while buying/ordering ice-creams.
To study the franchise strategies and feasibility studies of Amul scooping parlours and to analyse the
strategies and schemes being used by the competitors in order to increase the footfalls of the
customers.
Besides, it was the season for peak sales of ice creams, so it was important to analyse the sales
activity for all the products from Amul"s ice cream basket and to find out the issues that the retailers
and the franchisee were facing.
To fulfil this objective of observational market study, it was required to interact with the franchisee as
well as the competitors while the sales and distribution activity was in progress as well as to have
a shrewd observation of franchisee behaviour at the same time.

Primary Research Project:

To find out the Franchise strategies and feasibility study of Amul scooping parlours so as to design
strategies for their penetration in the market.
To study the marketing strategies of the Amul Ice Cream Company.
To study the various products and their prices.
To study the various plans and schemes.
To study the preference of those factors which are considerable by the Customer.
40

 To analyze the satisfaction level of the customer.

To analyze the market share of Amul Ice Cream Company.
To show the coverage area of Amul Ice Cream Company.

Methodology
Observational Market Study:

The observational market study included personal visits to the local retailers and the ice cream
parlours which were accompanied by Amuls sale representative for the initial few days. For the
introduction of Amul Epic ice-cream, retailers were told about the benefits of the product.
Retailers were questioned regarding the consumer response to all the general category ice creams
and especially about Amul Epic ice-cream.
Franchisees were asked regarding the various strategies and schemes which they have been carrying
out in their respective scooping parlours in order to attract customers so as to increase the sales.

The interaction with these franchisees as well as the retailers served as a great resource to know
about the present issues of the market. Apart from that the market conditions were observed
through personal point of view.

Primary Market Research:

For carrying out this primary market research, two questionnaires were designed, both of
which covered all the aspects needed to complete the exhaustive market study.

41

One questionnaire was especially designed from Consumers point of view, whereas the other
one covered Franchisees perspective.
In this project a research is conducted on the ICE-CREAM PARLOURS on the basis of to know
the parlours being preferred and the taste according to the price. The team visited local markets,
and ice cream parlours etc. to collect the data from consumers on personal level.
In order to interact with the retailers, the team personally visited local retail shop and ice cream
parlours owners in borsad, petlad and tarapor in Anand.

Sampling Design and Sample Size

Sampling methods are classified as either probability or no probability. In probability samples,

each member of the population has a known non zero probability of being selected. Probability
methods include random sampling, systematic sampling, and stratified sampling. In no
probability sampling, members are selected from the population in some non random manner.
These include convenience sampling, judgment sampling, quota sampling and snowball
sampling.

The sampling method used for this project is random sampling method where each member of the
population had an equal chance of being chosen. Though the sampling was done using random
samples, three market in Mumbai (Central, Western and Harbour) were chosen from where the
responses were collected. This division of region constituted three different strata in terms of region.
As per this division of regions, an almost equal number of responses were collected from each region.

42

RESEARCH SAMPLE DESIGN

Q.1) What is the Research Study about?

ICE-CREAM PARLOURS

Q.2) Why is the study being made?

The study is being made to investigate taste preference, ice-cream parlours brand and
consumer behavior while consuming the ice-cream, across Anand.

Q.3) Where will the study be carried out?

The survey was carried out at Ice-cream parlours in Anand

Q.4) What type of data is required?

Primary as well as secondary data was used for the research.

Q.5) Where can the data required be found?

Primary data was found by taking surveys and observation.
Secondary data was found through Internet research.

Q.6) what will be the sampling design?

Random Sampling Method.

Q.7) How will the data be analyzed?

43

 The data will be analyzed using frequencies and spss.

Q.8) In what style will the report be prepared?

Analytic and Descriptive.

44

Limitations to the Project

Observational Field Study
The findings are majorly based on personal observation and hence there is a possibility of biased
analysis which is subjective in nature.

Primary Market Research

Region: Since the area under primary research was Anand city, therefore the findings should not be
considered as a representation of the entire population and the diverse geographical factors in India.
Sample size: The sample size of 100 consumers and 50 retailer is relatively small and all the
findings are based on this size, as a result all conclusions made and suggestions recommended are
strictly based on the responses of the above mentioned sample size.
Unequal demographics: The majority of the respondents belonged to the age group of 20 to 30
and hence findings are mostly limited to the same age group.

45

Findings from Observational Field Study

General Ice Cream Category

Lack of stock: The ice creams which had huge demand in market were mostly out of stock
and because of that retailers were unsatisfied as the peak season was on.

Pilferage in delivery: Sometimes, the cartons delivered to retailers contained fewer units
as compared to the standard quantity. Some packets were without any ice-creams
inside.

Lack of marketing collaterals: Marketing collaterals like banners, menu cards,

danglers, refrigerator stickers were not made available to retailers because of which the
publicity of ice creams was limited only to the brand name of Amul.
Lack of personal touch on the part of distributor: Issues of retailers were not

handled personally (and seriously too) by the distributor and hence repeat orders were
difficult to get.
Strong competitors: Direct competitors like Kwality-Walls, Vadilal, Mother Dairy, and
havmour are focusing on the areas where Amul is lacking to an extent.
For instance:
Heavy advertisement: Almost every alternate retail outlet has posters displaying
Kwality-walls and Mother Dairy products.
Prompt delivery: Product delivery of Kwality-walls and vadilal is made
available within few hours after the order is taken.

Collaterals: Competitors like vadilal and havmour are prompt at providing

46

collaterals like refrigerators etc. thereby enabling retailers to buy their products.
Local Substitutes: In low-standard-of-living areas cheaper substitutes like Flavoured Soda
(Rs. 5) were preferred by consumers.
Lack of awareness in variety of products: Retailers themselves do not know which flavours
and varieties of ice creams were provided by Amul. (Few instances were observed).
Commitments not honoured: It was observed that the distributor promises the retailers,
however does not honour commitments. As a reason the retailers lose trust in the
distributor.
Damaged/expired products not replaced: The damaged and expired products were not
replaced by the distributor, despite several requests from the retailers.

Amul EPIC Ice-cream

Premium Pricing: According to many retailers, the pricing for EPIC (Rs. 40) is
high and because of that consumers prefer other cheaper options.

Lack of Awareness:

Both retailers and consumers were not aware about EPIC.

The special publicity devices used for its promotion came very late in the market.

Delivery Issues: The orders taken by the salesman were not delivered by the
distributor on time and because of which it was very difficult to get repeat orders
as the retailers were furious about it.

47

Analysis and findings: Consumer Perspective

A questionnaire consists of list of questions to be asked from the respondents and the space
provided to record the answer / responses. Questionnaire can be used for the personal interviews,
focus groups, mails and telephonic interviews. The choice among these alternatives is largely
determined by the type of information to be obtained and by the type of respondents from whom
it is to be obtained.
The common factor in all varieties of the questionnaire method is this reliance on verbal
responses to question, written or oral.
Questionnaire in the project consists of:
1. Multiple choice questions
2. Dicthomus
Multiple choice questions
Questions of this type offer the respondents an alternative to choose the right answer among
others. It is faster, time saving and less biased. It also simplifies the tabulating process.
Open end questions
In this type respondents are free to answer in their own words and express the ideas they think
are relevant, such questions are good as first questions or opening questions. They introduce the
subject and obtain general reaction.
Dicthomus
These are the questions which are Boolean in nature. These answers are straightforward and
respondents have to answer them in a straight way. That means the answer can only be either
Yes or No.
Data source: Primary and Secondary data
Methodology: Exploratory Method
Research Instruments: Questionnaires and direct interviews
Research Approach: Surveys
48

Using these instruments and keeping my first phase objective in mind I ran a preliminary
run of my questionnaire with around 100 people from different age groups in general.

THE QUESTIONAIRE AND RESPECTIVE FINDINGS

1. Gender (Male/Female)

Gender
32%

Male
68%

49

Female

2. Age Group

25
20
15
10
5
0
Under 15

15-24

25-35

36-50

above 50

3. Occupation
Student, writer, Manager, Sales Software Engineer, Engineer, Software , Engineer it, Engineer,
Business, IT Engineer, , MBA Student, engineer.
Inference:
Most of the respondents are above the age of 50 hence our conclusion till now would be really
narrow.

50

4.What would you prefer in sweets?

12%

ICE-CREAMS
INDIAN SWEETS

88%

5.How much are you willing to spend on an ice cream?

20
18

19

16
14
12
10

12

11

6
4
2
0
Rs. 0-50

51

Rs. 50-100

Rs. 100-200

Rs. Above 200

52

6.How often do you consume ice cream?

Rarely

10

Once a week

12

2 to 5 times a week
7

Everyday

18

Mostly in Summers
0

10

12

14

16

18

20

Inference:
Well clearly the above graph brings out the obvious thing which is that people generally like to
have ice creams in the summer. But along with that irrespective of the season the consumption
happens atleast once a week which is very prominent.

53

7. When you buy your ice creams which character do you care mostly?

27

30
25
20
11

15
10
5

0
Price

54

Brand

Flavor

Nutrition

Style

8. Which Ice cream Parlour do you visit to have Ice Cream?

Amul

42

Havmour

16

Vadilal

26

Kwality Wals

Baskin Robins

Others

Respondents

55

O
th
er
s

Ro
bi
ns
Ba
sk
in

W
al
s
Kw
al
ity

Va
di
la
l

ou
r

Respondents

H
av
m

Am
ul

45
40
35
30
25
20
15
10
5
0

9. Have you Heard or Tasted Amul EPIC Ice-cream ?

Yes

72

No

28

Response

28
Yes
No
72

56

10. From where you heard about Epic Ice-cream?

Newspaper

20

Television

12

Friends & Relatives

15

Retailer

04

Hoardings

21

25

20

15

10

0
Newspaper

57

Television Friends & Relatives Retailors

Hoardings

11. Where do you generally prefer to consume ice creams?

0
Other

5
11

Outdoors (road side vendors)

4
8

Home

3
26

Ice cream parlor

Restaurant
0

58

2
5
1
5

10

15

20

25

30

Analysis of Survey:
Through this survey, it is clear that:
1. People love Amul ice cream very much.
2. It is one of the most preferred brands of ice cream.
3. Lack of effective marketing.
4. Lack of new schemes (although this has improved somewhat during the course of
research).
5. Supply is not being able to meet the demand.

59

Questionnaire for Retailers

60

1. Do you Keep Ice-cream in your shop?

Yes

50

No

00

yes
no

61

2. Which all ice-cream brand do you keep in your shop?

Amul
Vadilal
Havmour
Kwality walls
Others

16
21
08
00
05

5
16

amul
Vadilal
Havmour

21

kwality walls
others

62

3. Reason of keeping the above ice-cream brand?

Many of the retailer has given the answer of profit margin and good service.

63

4. Are you Happy with your distributors Service?

Yes
No

21
13

13
21

yes
no

64

5. Which icecream is mostly demanded?

Cone
26
Candy
21
Tubs
04
Family packs
07
Sundaes
13

65

13
26

Cone
Candy

Tubs
21

Family Packs
Sundae's

6. What is most important factor for you?

Quality
14
Quantiy
23
Price
21
Taste
27
All of the above
12

66

Factor

12

quality

14

quantity
27

23

price
Taste

21

67

All of the above

7. Are customers aware about Amul ice-cream availability in your store?

Yes
No

16
00

Amul

yes
no
16

68

8. Do you think Amul ice-cream price are high ?

Yes
No

09
07

7
9

yes
no

69

9. Do you find packing brand appealing?

Yes
No

04
12

yes
12

70

no

10. Has Amul ice-cream Sales dipped over the year ?

Yes
03
No
13

Yes
13

71

No

11. Do customers prefer Sugar free Amul Icecream ?

Yes
No

4
12

Yes
12

72

No

12. Do you think Amul marketing strategies are appropriate ?

Yes
08
No
08

Sales

yes
no

73

13. Are you satisfied with Amul Distributors?

Yes
07
No
11
If no than why ____________________________________________

Sales

7
11

yes
no

Some Amul Outlets are not happy because of poor delivery service, whenever
they demand of icecream they are not getting on time which results in
dissatisfaction of service.

74

14. Are you happy with the various schemes given by Amul?
o Yes
o No

11

75

Yes
No

15. Any other Suggestion?

Amul should Improve their service as well as increase more flavor and profit margin.

76

Limitations:
This report had to work under several constraints and limitations. Some of the key limitations
are:
1. Time period of the project was 8 weeks, which may not be enough to understand the whole
market.
2. The sample size taken was small, therefore it can be said that the chosen sample is not the
representative of the whole population and this hindered quantitative research.
3. The psychology and temperament of a respondent play a significant role. Some respondents
are more sensitive as against others who are more tolerant. A change in the composition of the
respondents can affect the answers adversely or favorably.
4. Respondents may not have been true in answering various questions and may be biased to
certain other questions.
5. Out of the whole research and analysis, only major brands could be highlighted, leaving aside
the other non-popular brands.
6. The questionnaire mostly contained multiple choice questions, therefore many respondents
did not give a proper thought answering the questions, and some even ticked things, which were
not applicable. Therefore, all this increased the biasness.

77

CONCLUSION
Amul means different things to different people.
To a milk producer A life enriching experience
To a consumer Assurance of having wholesome milk
To a mother A reliable source of nourishment for her child
To the country Rural development and self-reliance
As we know that Amul is very big organization and market leader in dairyproducts. It has
maximum market share in Milk, Butter and Cheese which areits main/core products. But in case
of Amul Ice cream it is not a popular productas compared to other Amul Products. All the
retailers feel that Amul productsare very good in taste and once a customer tries it they become a
loyalist to thebrand but, then again, supply shortages have lead to customers shifting to other
brands and retailers too start keeping less of Amul Ice Cream.Also, strong marketing tactics
adopted by other brands have resulted in Amul Ice cream being left behind.

It was a great experience working in Amul. The people, the work culture, working environment
was very comfortable and easy to get accustomed with. These two weeks in Amul were not only
enriching but a great learning curve,where I learned how a big company like Amul works, what
routine they follow, what are their hierarchy structure, how they successfully manage such a
huge supply chain.

Amul also taught me how a market leader becomes a market leader, what they have done to
reach that position and to also maintain it for years and years.I was made a part of most of the
meetings that were conducted at the distributors point where all the issues were discussed which
was very helpfulfor me in understanding how are grievances and problems handled.

As I conclude this project I would like to tell that Amul has great potential and with the help of
this research, I hope company can find out its drawbacks and can increase its market share by
rectifying its mistakes. People have believed in Amuls product always and they will accept it
also if effective actions are taken.

78

SUGGESTIONS & RECOMMENDATION

Amul Ice Cream is among the top ice cream brands, but like every company Amul also has its
few weaknesses, which have already been discussed in the project. Few of the recommendations
to rectify or improve on them are discussed below.

1. Amul has a relatively good distribution network but demand is not meeting the supply. Lack of
consistent supply is leading to customers being pushed away to other brands. Maximum number
of vendors does not get the products that they ask for, for months. Company should focus on this
issue and try and improve the supply chain management.

2. In this competitive market not providing free fridge to retailers when your biggest competitor
is providing it with ease leads to huge loss in market share. All the retailers are in the habit of
getting free fridges from Vadilal, this strategy by Vadilal is not only pushing out Amul from the
shops but also not letting it enter to areas where Amul havent been able to reach yet.

3. Lack of push carts, which are very popular among general public. A general tendency have
been noticed among customers is that they might not enter a ice cream outlet and purchase ice
creams to eat but they definitely tend to buy ice creams when they suddenly see a push cart.
Company should consider increasing its push carts in the market, considerably.

4. Provide reasonable Margin to retailers as compared to competitors, this motivates them to

promote companys ice cream products. Incentives & schemes should be given to the retailers
and some cross check system should be followed to check if the schemes are being
communicated properly by distributors or sales person.

5. Amuls packaging, apart from its latest crme rich products, is very mediocre.
As all say Jo dikhta hai wo hi bikta hai and appealing packaging, one with
a rich or eye catch look will boost Amul Ice Cream sale.

79

BIBLIOGRAPHY AND
WEBLIOGRAPHY
Books:
1. Marketing Management Philip Kotlar
2. Research Methodology C. R. Kothari

Websites:
www.google.co.in
www.wikipedia.com
www.amul.com.

80

ANNEXURE

81

Questionnaire for Consumer

1 Gender (Male/Female)
2 Age Group
3 Occupation
4.What would you prefer in sweets?
o Ice cream
o Indian Sweets
5.How much are you willing to spend on an ice cream?
o 0-50
o 50-100
o 100-200
o Above 200
6. How often do you consume ice cream?
o Rarely
o Once in a week
o 2 to 5 times in a wek
o Everyday
o Mostly in summers
7. When you buy your ice creams which character do you care mostly?
o Price
o Brand
o Flavour
o Nutrition
o Style
8. . Which Ice cream Parlour do you visit to have Ice Cream?
o Amul
o Havmor
o Vadilal
o Kwality walls
o Baskin Robins
82

o Others
9. Have you Heard or Tasted Amul EPIC Ice-cream?
o Yes
o No
10. From where you heared about Epic Icecream?
o Newspaper
o Television
o Friends & relatives
o Retailer
o Hoarding
11.Where do you generally prefer to consume ice creams?
o Others
o Outside(road side vendors)
o Home
o Ice cream parlor
o Restaurant

12. Any Suggestion?

_________________________________________________________________

83

Questionnaire for Retailer

1. Do you Keep Ice-cream in your shop?
o Yes
o No
2. Which all ice-cream brand do you keep in your shop?

Amul
Vadilal
Havmour
Kwality walls
Others

If you are keeping Amul ice-cream than go to directly question No. 7

3. Reason of keeping the above ice-cream brand?

4. Are you Happy with your distributors Service?

o Yes
o No
5. Which icecream is mostly demanded?
Cone
Candy
Tubs
Family packs
Sundaes

84

6. What is most important factor for you?

Quality
Quantiy
Price
Taste
All of the above

7. Are customers aware about Amul ice-cream availability in your store?

o Yes
o No
8. Do you think Amul ice-cream price are high ?
o Yes
o No
9. Do you find packing brand appealing?
o Yes
o No
10.Has Amul ice-cream dipped over the year ?
o Yes
o No
11.Do customers prefer Sugar free Amul Icecream ?
o Yes
o No
12.Do you think Amul marketing strategies are appropriate ?
o Yes
o No
85

13.Are you satisfied with Amul Distributors?

o Yes
o No
If no than why ____________________________________________

14.Are you happy with the various schemes given by Amul?

o Yes
o No
15.Any other Suggestion?
________________________________________________________________

86