A study analyzing the Performance of

EPIC- premium ice cream AMUL.

Submitted in partial fulfillment of the requirements
For
Master of Management
SUBMITTED BY
NIKITA MIRANI
Roll No:- PG-15-028
Batch:- 2015-17

IES Management College and Research Centre

Bandra (W), Mumbai
IES Management College and Research Centre

Bandra, Mumbai
MAY JUNE 2016

Students Declaration
I hereby declare that this report, submitted in partial fulfillment of the
requirement for the award for the POST GRADUATION DIPLOMA IN
MANAGEMENT(PGDM), to IES Management College & Research Centre is
my original work & not used anywhere for award of any degree or diploma or
fellowship or for similar titles or prizes.
I further certify that without any objection or condition subject to the permission
of the company where I did my summer project, I grant the rights to IES
Management College & Research Centre to publish any part of the project if they
deem fit in Journals/Magazines & Newspapers etc without my permission.

Place : Mumbai
Date

: ____ /____ /________

______________
Signature
Name: NIKITA MIRANI
Class: MMS: 2015-17
Roll No.: PG-15-028

Certificate from the Faculty Guide

This is to certify that the dissertation submitted in partial fulfillment for the award
for

the

POST

GRADUATION

DIPLOMA

IN

MANAGEMENT

STUDIES(PGDM), of IES Management College & Research Centre is a result of

the bonafide research work carried out by Miss.NIKITA MIRANI under my
supervision & guidance. No part of this report has been submitted for award of
any other degree, diploma, fellowship or other similar titles or prizes. The work
has also not been published in any Journals/Magazines & Newspapers.

Place : Mumbai
Date

: ____ /____ /________

Faculty Guide

Signature of the Faculty Guide: - _______________________

Name of the Faculty Guide: - Dr.Richa Chaudhary
IES Management College & Research Centre

Acknowledgements
I deem it in my privilege to acknowledge & remain indebted to the people who by
their rich & varied contribution have helped me in understanding the various
concepts included in my project.
I extend my sincere gratitude to my Industry Guide Mr. GCMMF Ltd. (Amul),
for giving me the opportunity to do my project & undergo the process of learning.
I thank them for all the trust & faith they posed in me & I hope that I have been
able to live up to their expectations.
I would also like to thank Mr

, Mumbai, GCMMF Ltd. (Amul) for his

guidance & support.

I would like to extend my profound gratitude to my Faculty Guide Dr.Richa
Chaudhary for giving me an opportunity to work on the project & for his
guidance.
I am obliged to all the teaching & non-teaching staff, who have directly or
indirectly co-operated with me & helped me, accomplish this project successfully.
Last but not the least; I would like to thank my family & friends for giving their
support to me throughout the Project timeline.

List of Abbreviations
APEDA
APO
CAGR
DMS
FMCG
GCMMF
MOU
NDDB
SKU
SPSS
UHT Milk

Agricultural & Processed Food Products Export Development Authority

Amul Preferred Outlet
Compound Annual Growth Rate
Data Management System
Fast Moving Consumer Goods
Gujarat Co-Operative Milk Marketing Federation
Memorandum Of Understanding
National Dairy Development Board
Stock Keeping Unit
Statistical Product &Service Solution
Ultra High Temperature Processed Milk

Sr. No.

Topic

Page No.

Executive Summary
CHAPTER I
1.1 Introduction to the Industry

1.2 Introduction to Dairy Industry

1.3 Ice-Cream Industry In India

1.3 Introduction to Amul

11

2.1 Objectives

27

2.2 Methodology

27

2.3 Sample Design and Sample Size

27

2.4 Scope & Limitations

28

CHAPTER II

CHAPTER III

Chapter IV

Analysis & Findings

3.1

Analysis Of Epic

29

3.2

Market Analysis

31

3.3

Competitors study

37

Conclusions & Recommendations

4.1

Recommendations

45

4.2

Conclusions

46

Annexure

48

References and Bibliography

55

EXECUTIVE SUMMARY
As a part of the curriculum of first year MBA, I had the opportunity to
work in the field of FMCG. AMUL is a well established brand in dairy
industry.Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF)
(popularly known as Amul) is the India's largest food product marketing
organization.
I was part of ice cream department where I had to make Research on ice cream
market (Field Study), Undertaken marketing activities for promoting the sales of
new product- EPIC (Premium ice cream), Evaluated ROI of Amul ice cream
Parlours and Proposing strategies for improving sales.The researchmade on ice
cream market was completely through Primary source.
This study has helped me to completely understand the ice cream market, its
distribution process, how to encourage retailers to buy the new products launched
to earn margins, analyse the problems and come out of the solution. The study
also helped me to analyze the performance of the competitors like Havmor,
Kwality Walls, Vadilal, Baskin & Robbins, Cream Bell, Natural ice cream
parlour, etc.
This eight weeks training gave me a complete understanding on the theoretical
concepts that I had learned in various subjects along with its practical application
in real life cases.

CHAPTER 1

INTRODUCTION TO THE INDUSTRY

FMCG Sector in India
The FMCG (Fast Moving Consumer Goods) in India are growing rapidly
every year. The table below shows top 13 companies in FMCG sector as per
Business Standard.

Introduction to Dairy Industry

India has the maximum number of cows and buffalos in dairy production: about
300 million. It is also the global leader in milk production: about 135 million
tonnes a year. Due to the remarkable efforts of Indian dairy farmers, per-capita
milk availability of India which was only 110 gm per day till 1970s has now

exceeded 315 gm per day, despite significant increase in population of the

country during the same period. Today, milk is the largest agricultural crop in
India with market value exceeding Rs 4 lakh crore / annum and the milk group
contributes the highest to the total output of our agricultural sector, surpassing the
output value of wheat, rice and oilseeds.In India, dairying is predominantly
unorganised and the sector is dependent on rural households for supplies; over 70
million of 147 million households in India depend on dairy for their livelihood.
They have been largely left to their devices and they continue to milk animals that
produce around 3 litres a day. "This can be easily taken to 15 litres with better
nutrition and farm management," says an expert named Tomkins.
Also, the Indian dairy sector is highly fragmented, with organised players having
only about 18% of the market, which contributes to the disarray at the farmer's
end.
The government is taking several initiatives & running plans & programs like
National Diary Plan & Intensive Dairy Development Program to meet the
growing demand for milk in the country.
Top 4 Dairy Industries in India as per Business Standard, May 5, 2015.

Ice-Cream Industry In India

Ice creams are a real relief from the scorching summers in India. Loved
by one and all ice creams are the best way to beat the heat in India. As
soon as summers approach in India the streets are full of vibrant pushcarts
belonging to the different ice cream brands that almost force you to pick
up afrostik,a cup or a cone.
Ranging from flavors like the plain and delicious vanilla to certain
traditional ones like Mevamalai or ShahiNazrana ice creams in India have
gone a long way. Ice creams in India are simply not limited to the
pushcarts but have gone much beyond that. Due to excessive competition
between the different ice cream brands in India every nook and corner of a
city offers an air-conditioned ice cream parlor that offers the widest range
of softies, scoops and sundaes. The top ice cream brands in India are just
not restricted to the metropolitans but have penetrated to rural India as
well with their extensive network of mobile vendors.

The ice cream market in India has witnessed a steady growth over the last
few decades. The growth in the Ice cream industry has been primarily due
to a strong distribution network and a good cold chain infrastructure. The
ice cream market in India is divided into the branded market and the grey
market or the unbranded market. The branded market is currently 100
million liters per annum valued at ` 800 crores. The grey market consists
of small local players and cottage industry players.' Currently the ice
cream industry in India is worth ` 2,000 crores. The per capita
consumption of ice cream in India is about 300 ml, as compared to the
world average of 2.3 liters per annum.The countrys western region has a
much higher consumption than the all-India average. Almost 35 per cent
of the ice-creams sold in the country are consumed in the western region
with Ahmedabad being the main market, followed by 30 per cent in the
north, 20 per cent in the south & 15 per cent in the eastern & central India.
Though April to June is the peak season for the organised ice-cream
market, 50 per cent of the sales are taking place during the rest of the year.
In fact, October-November festival season is being considered as good
season. This festive season contributes 15-20 per cent to annual sales
volumes. Manufacturers undertake various brand-building activities
through on ground promotions around specific festival events. Winter is
not really strong in the western & southern parts of the country. Thus it
makes sense to launch aggressive marketing campaigns throughout the
year.

Key Trends

 Availability of multiple options to consumers ice-creams, kulfis,

flavored frozen yoghurts.
Many players branded & unbranded placing focus to increase presence
with aggressive expansion plans.
Increasing presence of International brands leading to increased
consumption.
With increasing population of health conscious, young urban consumers,
higher focus is placed on sugar-free, fat-free & probiotic products.
Growing trend of visiting ice-cream parlours for ice-cream consumption.
Reducing impact of seasonality on consumption.

Major Players In The Ice cream Industry

Amul

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.
Amul is the market leader with more than 40% market share (three times that of
nearest competitor) and only brand having national presence in more than 1,500
cities across length & breadth of India. It reaches out to consumers from Kashmir
to Kanyakumari and from Gujarat to North east. No other Ice-cream brand has
been able to cater the nations Ice-cream demand in such a wide geographical
area. It makes Amulice-cream, Indias only National Ice Cream Brand!
Currently it offers a selection of 220 products. Amul has always brought newness
in its products & 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 & of course the brand name.

Kwality Walls

It is a company of Hindustan Lever Limited, the arm of Unilever in India,

& is an extension of the Walls ice-cream brand of Great Britain. Kwality,
the original Indian company, was founded in 1956 & was the first in the
region to import machinery for the mass production & 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,
& has since been known by its current umbrella name.It is expanded
across 36 countries including India.Products that are popular in home
market are Cornetto, Fruttare, Feast, Paddle Pop, Creamy Delights,
Kulfeez, Cassata, CarteD'or&Magnum.

Vadilal

The story of Vadilal starts from the humble Vadilal Soda Fountain outlet
opened in Ahmedabad in 1926. As time passed, it has become famous for its
authentic and wide variety of flavored Ice-cream. Vadilal has evolved
experimenting with new flavors and varieties to create delicacies enjoyed by
many. Today, Vadilal Ice Creams has the widest range of ice creams in the
country with 50 plus flavors available in more than 250 packs and forms. The
range includes Cups, Cones, Candies, Juices, Family packs and Economy packs.
Vadilal is offers a wide range of Frozen Desserts, Premium & Super Premium Ice
Creams.

Havmor

In 1944, a young professional, SatishChona, started an ice cream shop,

by the name of Havmor, in Karachi in 1944. But in 1947, in the wake

of the India-Pakistan partition, he was forced to leave everything

behind and migrate to India.Ultimately settled in Ahmedabad &Starting
from scratch, SatishChona began operations.It now have 11product
range.

Baskin Robbins

Baskin-Robbins is a global chain of ice-cream parlors founded by Burt

Baskin & Irv Robbins in 1945; it claims to be the worlds largest icecream franchise. Baskin-Robbins has nearly 7,300 store locations in over 50
countries outside the US. The company is known for its "31 flavors" slogan, with
the idea that a customer could have a different flavor every day of any month
with small pink spoons.

Mother Dairy

Mother Dairy Delhi was set up in 1974 under the Operation Flood
Programme. It is now a wholly owned subsidiary of the National Dairy

Development Board (NDDB). Mother Dairy markets & sells dairy products
under the Mother Dairy brand (like Liquid Milk, Dahi, Ice-creams,
Cheese&Butter. Mother Dairy sources significant part of its requirement of liquid
milk from dairy cooperatives. Similarly, Mother Dairy sources fruits & vegetables
from farmers / growers associations. It has 13 product range.

Cream Bell

The group company Universal Dairy Products Pvt. Ltd, which has a
technical tie-up with the French dairy major Soddial& brought Cream Bell brand
of ice creams into India last year. Cream

Bell is a popular Ice-cream brand in

the country as people love the different flavours& extremely rich & creamy
quality. It has 14 product ranges.

10

INTRODUCTION TO THE COMPANY

1.2 INTRODUCTION TO AMUL

The Birth of Amul

It

all began when milk became a symbol of protest

Founded

in 1946 to stop the exploitation by middlemen

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 SardarVallabhbhai
Patel for a solution. He advised them to get rid of middlemen and form their own
co-operative, which would have procurement, processing & 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 VergheseKurien,who was entrusted the task of
running the dairy from 1950.

11

The then Prime Minister of India, LalBahadurShastri 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 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.
The Amul Model
The Amul Model of dairy development is a three-tiered structure with the dairy
co-operative societies at the village level, federated under a milk union at the
district level & a federation of member unions at the state level.

12

Establishment of a direct linkage between milk

producers & consumers by eliminating middlemen

Milk

Producers

(farmers)

control

procurement, processing & marketing

Professional management

13

The Amul model has helped India to emerge as the largest milk producer in the
world. More than 15 million milk producers pour their milk in 1,44,246 dairy
cooperative societies across the country. Their milk is processed in 177 District
Co-operative Unions & marketed by 22 State Marketing Federations, ensuring a
better life for millions.

GCMMF Ltd.
Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF), is India's largest
food product marketing organization. It is the Apex organization of the Dairy
Cooperatives of Gujarat, popularly known as 'AMUL', which aims to provide
remunerative returns to the farmers & also serve the interest of consumers by

14

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
exclusive marketing organization of 'Amul' & 'Sagar' branded products. GCMMF
is India's largest exporter of Dairy Products. It has been accorded a "Trading
House" status. GCMMF has received the APEDA Award from Government of
India for Excellence in Dairy Product Exports for the last 13 years. GCMMF has
been awarded "Golden Trophy" for its outstanding export performance &
contribution in dairy products sector by APEDA.
For its consistent adherence to quality, customer focus & dependability, GCMMF
has received numerous awards & 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, it was awarded the The IMC Ramkrishna Bajaj National Quality Award 2003 for adopting noteworthy quality management practices for logistics &
procurement. GCMMF is the first & only Indian organization to win topmost
International Dairy Federation Marketing Award for probiotic ice-cream launch in
2007.
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.

GCMMF Overview
Year of Establishment

1973

Members

17 District Cooperative Milk Producers'

Unions (16 Members & 1 Nominal Members)

No. of Producer Members

3.37 Million

No. of Village Societies

18,536

15

Total Milk handling capacity per day

24 Million litres per day

Milk Collection (Total 2014-15)

5.42 billion litres

Milk collection (Daily Average 2014-15)

14.85 million litres

Cattle feed manufacturing Capacity

3690 Mts. per day

Sales Turnover -(2014-15)

Rs. 20733 Crores (US $ 3.4 Billion)

Developing demand
At the time Amul was formed, consumers had limited purchasing power, and
modest consumption levels of milk and other dairy products. Thus Amul adopted
a low-cost price strategy to make its products affordable and attractive to
consumers by guaranteeing them value for money.

Introducing higher value products

Beginning with liquid milk, GCMMF enhanced the product 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 segments from firms such as
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.

The distribution network

At Federation, we have a unique and robust distribution model whereby we meet
the specific distribution requirements of various categories of products though
four distinct distribution highways - ambient, chilled, frozen and fresh. We have
continued our expansion policy by opening several new branches, thereby
ensuring closeness to the markets. We have opened new branches at Jodhpur,
Mangalore and Gwalior in the year 2014-15. We have 56 branches, managing our
distribution across India, also strengthened our rural distribution reach with 170

16

Super-stockists

covering

3200

interior

markets.

We

have

successfullyimplemented the Distributor Management System at all major

distributor locations, across India. With this system in place we envisage much
better control on our distribution network.
Now it is also going to help Mongoliato set up Amul-like dairy cooperative
Managing the supply chain
Even though the cooperative was formed to bring together farmers, it was
recognised that professional managers and technocrats would be required to
manage the network effectively and make it commercially viable.

Coordination
Given the large number of organisations and entities in the supply chain and
decentralised responsibility for various activities, effective coordination is critical
for efficiency and cost control. GCMMF and the unions play a major role in this
process and jointly achieve the desired degree of control.
Buy-in from the unions is assured as the plans are approved by GCMMF's board.
The board is drawn from the heads of all the unions, and the boards of the unions
comprise of farmers elected through village societies, thereby creating a situation
of interlocking control.The federation handles the distribution of end products
and coordination with retailers and the dealers. The unions coordinate the supply
side activities.These include monitoring milk collection contractors, the supply of
animal feed and other supplies, provision of veterinary services, and educational
activities.
Unique selling proposition (USP) of Amul Ice-cream
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
fatter & less overrun (less air) to give creamier feeling.

17

 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 Nutri-marketing
Category, Oct '07) & SUGAR FREE Probiotic products.

4 Ps ( Marketing Mix )
Product
Amul has a very strong product portfolio comprising mainly of dairy
products such as butter cheese and ice cream are cash cows for Amul as

18

they have the major market share in their product category. The only
disappointing performance is seen in Amul Chocolates, cause of tough
competition from established players like Dairy milk, Parle and
others.However, no competitor has such a vast dairy based product
portfolio as Amul.

Amul has total 18 brand (product) range i.e., from

milk, cheese, ice cream, mithai, chocolates, etc.

Amul every year launches a new product(s) to the product range. The
recent launches of Amul are: Epic (premium ice cream), Amul Brown
ghee, Amul whipping cream, Amul Cheese Spread, Amul Garlic Butter,
Amul Slim N Trim.

Price
Penetrating pricing, but penetrative pricing strategy is used when the
market has a high level of competition and a player wants to establish
itself in the market by giving low prices. However, in the case of Amul,
when Amul started, there were no national players and the dairy market
was unorganized. During the introduction stage itself, Amul had a vision
to provide their products to end customers at the best affordable rates.
But considering their value for the average India consumer, these products
are still priced at an affordable rate.

Place
Amul has a massive distribution network because its ice creams, milk, butter
and cheese is found practically everywhere. Amul follows breaking the bulk

19

methodology. Initial factory output is in bulk and later this bulk becomes
smaller and smaller and finally one individual slab of butter or scoop of ice
cream is sold at the retail place.
Two different for distribution

1. In the procurement channel, the milk is individually delivered from

farmers to the co operatives. The co operatives then collect all this milk
and send the bulk to the manufacturing facility. At the manufacturing
facility, the milk is used to manufacture the finalised products.

2. In the distribution channel, there are carrying and forwarding agents,

distributors, dealers and retailers involved. The distribution is as follows.
i. Amul>> Carrying and forwarding agent >> Distributor >>
Dealer / Retailer / Amul Shoppe >> Customer
ii. Amul>> Modern retail
Thus there is a lot of transportation involved for all of Amuls products. However,
the distribution channel of Amul ensures that the products reach every nook and
corner of India.

Amuls Exports:
GCMMF is India's largest exporter of Dairy Products. It has been accorded a
"Trading House" status. GCMMF has received the APEDA Award from
Government of India for Excellence in Dairy Product Exports for the last 13
years.
20

The major export products are:

Consumer Packs
Amul UHT Milk (Long Life)
Amul Gold Extra Cream Milk,AmulTaaza Full Cream Milk, Amul Slim and Trim
Milk, Amul Pure Ghee, AmulMithaeeGulabjamun, Nutramul Brown Beverage,
Amul Fresh Cream, AmulKool Beverages, Flavoured Milk, Butter Milk, Lassee,
Amulspray, Amul Butter, AmulShrikhand, Amul Cheese, AmulMalaiPaneer,
Amul Ice Cream
Bulk Packs
Amul Skimmed Milk Powder, Amul Full Cream Milk Powder

21

Amul expanded their existence in:

22

 Promotion
Amul is responsible for one of the most unique and longest running
outdoor campaign as well as one of the most known outdoor advertising
characters The Amul Girl. Amul hoardings mainly feature the current
news and are used to take a tongue in cheek viewpoint at current
happenings. However, each advertisement hits the nail on the head.
The promotions of Amul are mainly for butter but hardly for any other
products. During the launch of products, Amul is known to go ATL(Above
The Line) and advertise milk, butter etc. The SmitaPatil ad wherein
SmitaPatil is shown as a village milk collector is one of the most famous
ads for Amul. But overall, the main advertisement is BTL(Below The
Line) through outdoor; i.e. distribution of pamphlets, handbills, stickers,
promotions, brochures placed at point of sale, on the roads through
banners

and

placards.The

major

reason

as

per Amul,

their

maximum budget for advertising is 1% of the turnover. Above and beyond

that will directly affect the cost of the product. And the major reason for
Amuls strong presence in the market is its excellent quality combined
with the affordable price. Thus, overall promotions will always be low for
Amul except for the outdoor advertising of Amul butter.

23

Amul Mascot
The secret weapon is to Amuls success is The Amul Mascot, a cute and chubby
girl usually dressed in a polka dot dress, universally recognizable in India. And
the tagline, Utterly Butterly Delicious Amul is just as catchy. Together, these
two elements are a fantastic combination of brand elements for Amul. The Amul
girl was the brainchild of Sylvester DaCunha. And get this, the Amul mascot has
been the same since its inception in 1967. Thats almost 46 years ago. But the
Amul girl is still as relevant as ever.
The Amul girl has become iconic in Indian advertising. The brand recall
for the Amul girl is phenomenal across India today. And the biggest reason for
this is the topical nature of the ads. The beauty of these ads is that instead of using
a celebrity, a character was created from scratch and associations built around it.
The Amul ads have witty one-liners which capture relevant events that
have caught the fancy of the nation. This instantly creates a connection with the
populace and helps them to identify with the brand in a surrogate manner. Apart
from this, the humor is incisive and funny. The style of drawing is also very
distinctive, and there is instant recognition of the brand without even needing to
take a close look.
Since the 1980s, cartoon artist Bharat Dabholkar has been involved with
sketching the Amul ads. Also, Amul has hired Draft FCB+Ulka for the brands of
Amul milk, chocolates, paneer, ghee and ice-cream.

Sponsorships
Amul sponsors games and sports events like London Olympic Games,
Commonwealth, Asian Games; Cooking events like Master Chef and many more
cooking competition. Recently it had sponsored Dance India Dance (DID)

SWOT Analysis
1. Strengths

24

 Excellent brand equity Amul is a beloved brand over the years and the
contribution of Amul girl and her outdoor ads should specifically be
mentioned here.
Strong distribution network This is one company which is strong in
urban as well as rural distribution. You will find Amul present even in
small towns and villages. The rural presence gives a strong competitive
advantage.
Good product portfolio Amul had a deep product portfolio compared
to any FMCG company. Varieties of milk, milk based products like
cheese, butter and many others.
Strong Supply chain Amul is known for the white revolution in India
and a strong distribution chain backs the data of Amul for being no. 1 in
dairy.

2. Weaknesses Cost of Operations Amuls operation is huge. And so is the cost. Plus
the sector is such that maintaining margins becomes difficult day by day.
Thus, to face international players, Amul needs to maintain the operations
in the same manner it is carrying out today. It is not a weakness but rather
a constant challenge for Amul. In fact, during summers, the brand faces
severe shortage of supply.
Low Margin Amul offers a lower margin to the retailers as well as
distributor, which gives the competitor an advantage to push its
products to retailers and hence maintain a place in the reliable zone
of any outlet.

25

 Availability- Most of the products are not available during peak seasons
which tend to lose the customers.
No proper promotions of newly launched products.
Technical problems (DMS) which leads to delay in billing.
Less range of flavours in ice creamParlours compared to other
competitors ice cream.
No support to retailers in terms of additional commission, incentives for
completion of targeted sales, adequate and timely replacement, adequate
schemes on the products.
No proper distribution of price list and menu cards. Most of the retailers
dont have new and updated price list.
Most of the Schemes & contest are not being informed by the salesperson.
Though being informed and the contestant have won but the contestant
doesnt receive the prizes or theres delay.

3. Opportunities
To retain and increase the market share.
Export Amul can export its product to other countries thereby
increasing its turnover and margins exponentially, which it has already
done in Dubai, Russia, etc.
Concentrate more on other products Amul has a no advertisement
policy which creates a problem for its foray into additional products.
Amul should in fact have separate SBUs and concentrate more on
increasing its product line through chocolates or other such products.
To start exclusive sweets(mithai) shops.

4. Threats
For Ice cream1. Of COMPETITORS(Havmor, Vadilal, Kwality Walls, Cream Bell, Baskin
& Robbins, etc.)
i. Replaced to other brands by the shop owners. Weve seen this
from ours 2 months field study. This is because:

26

 The shop owners finds the competitors margin much

higher than Amuls.
They also provide replacement guarantee whereas Amul
i.

dont.
Because of lack of availability, the customers switch to other
brands. Customers when having desire to buy ice cream and at that
time if AMUL not available then he\she may switch to different

brand because for the customers theres many options available.

2. For Ice creamParlour Its the Natural
Natural is the leader for ice cream parlours. They just dont need to
do more promotions its because the quality that they offer satisfies
the customers.
3. New Entrants - Local as well as MNC enter into the marketNestle, Gowardhan,
Britannia, Prabhat, Chitale, etc.

Amul: Last 10 years sales

Sales Turnover

Rs (million)

US$ (in million)

2005-06

37736

850

2006-07

42778

1050

2007-08

52554

1325

2008-09

67113

1504

2009-10

80053

1700

2010-11

97742

2172

2011-12

116680

2500

2012-13

137350

2540

2013-14

181434

3024

2014-15

207330

3410

27

Sale s Turnove r (in Rs. million)

207330
181434
137350
116680
97742

37736 42778

52554

67113

80053

Position of Amul Ice-cream in BCG Matrix

Amul Ice-cream can be mapped into STAR Quadrant of BCG Matrix.

28

Stars are units with a high market share in a fast-growing industry. The hope is
that stars become the next cash cows. Sustaining the business unit's market
leadership may require extra cash, but this is worthwhile if that's what it takes for
the unit to remain a leader. When growth slows, if they have been able to
maintain their category leadership stars become cash cows, else they become
dogs due to low relative market share.
Similarly, Amul Ice-cream has great potential to grow in the fastest growing icecream industry.

29

CHAPTER II

Objectives
The project was divided into 2 sub projects: A & B

A
B
Methodology

The market research conducted through direct one to one conversation with the
retailers and the consumers. It followed by the detailed questionnaires and their
feedback were reported.

Sample Design and Sample Size

Amul assigned me one distributor under my study- Laxmi Agency. The agency
has 8beats for the distribution. The total retail shops covered under this agency
are around 401. For study of AmulParlourswed covered 22parlours overall in
Mumbai.
27

Scope and Limitations

Scope of the research was to benefit the client GCMMF AMUL. The study
plays a very important role in market research. It also helps to understand and
identify the human action towards brand. The research will help the client to get
its part of feedback about its product i.e. Amul Epic with respect to various
factors such as awareness, price & taste acceptance of the product and the
perception in the minds of the consumers in areas of South Mumbai. It will equip
the client to better position the product in the market and devise appropriate
strategies for its branding and promotion.

28

CHAPTER III
- Analysis & Findings

ANALYSIS OF EPIC
Launch of Epic
Epic was launched first in Delhi on 17th February, 2015 and later on
launched cross the nation by March. Competitors in this premium ice cream
category are Magnum by Kwality Walls and Havmors Blockbuster.
4 Ps of the Epic
1. Product-

2 flavours- Strawberry Vanilla & Choco Almond. At 16% milk fat, Amuls EPIC
is the creamiest ice cream giving the Indian palate the richness and taste never
experienced before. To make this product more premium, the bars are coated with
exotic Belgian chocolate, which is richer in taste as compared to regular
chocolates. The product comes in attractive carton pack outside and stylish sachet
inside to give consumer a premium experience.

2. Price- Strawberry Vanilla 80ml at Rs.35/- and Choco Almond 80ml is for
Rs.40/-.The prices are kept such to stay true to objectives of Amul of giving the
best quality at competitive price. Similar products sold by certain ice cream or
29

frozen dessert brands (e.g. Kwality Walls Magnum) in India are priced at Rs.85/onwards which is double than Amul EPIC. Moreover, in case of Kwality Walls
Magnum vanilla ice cream has yellowish shade, because it is made in Thailand.
While vanilla ice cream in Amul EPIC is pure white in colour, due to white
colour of rich Indian milk.
3. Place-Epic has targeted the metro cities like Mumbai, Delhi,Bengaluru, Kolkata,
Hyderabad and Chennai.
4. Promotion-The Posters of Epic circulated at every potentialAmuls retail outlets
and ice cream parlours. Potential area, i.e., well-off area and middle class area
and not the poor areas.

For promoting Epic to the retailers Amul introduced a contest for 1month, i.e.
from 1st June to 31st June. The retailer just have to send the pictures (picture of
deep freezer and of the retail shop) on Whatsapp (no. 73595 83333.) Every day
the contest had been held and 1 winner is being announced who have best two
pictures. The winner of the contest will get one box of Epic (any flavor
chocolate/strawberry.) The picture of the deep freezer should include no other
brands other than Amul.
For such contest Id encouraged the retailers to participate in this contest and
helped them to click the pictures and sent on Whatsapp. I had sorted the products
in the deep freezer for clicking the pictures. This has helped to keep Amuls
products above and visible in the deep freezer so that the customers can only see
the Amuls products rather than any other companys products. Even I had helped
in displaying the posters and price list so that it gets easy to win the competition

30

and even it gets visible for the consumers. This kind of strategy- Visual
Merchandising has helped a lot for Amul.

Deep Freezers picture

Retails picture

MARKET ANALYSIS
Preferred flavours
The highest selling flavours in party packs are Vanilla, Chocolate, Strawberry&
Butterscotch (in order of their preference).
Chocolate Brownie, Vanilla Magic & Choco Chip are the most preferred flavours
in their sundae category.
As far small units are concerned Orange, Mango & Raspberry Sticks are most
ordered. Chocobar, Frostik& Tri Cone (Butterscotch) seemed to be the retailer
and consumers favourite.
Hum Tum was a pack of six kulfi rolls of the same flavour. Mother Dairy offers
the same pack by the name of Raja Rani with assorted flavours. Customers tend
to prefer Raja Rani over Hum Tum due to variations in flavours
Recommendations:
The following flavours could be in introduced in the form of Sundaes or Family
Packs:1) Rose & Vanilla twist ( with actual rose petals)

31

2) Cappuccino / Mocha flavour

3) Variations of hazelnut, caramel & chocolate combinations
4) Sorbets of berry flavours
5) Gulab Jamun flavour
6) Real & Seasonal fruit flavours
Amul Refrigerator
Amul Refrigerators are available in four variations
(i)

300 litres - hardtop/glass top

(ii)

400 litres - hardtop/glass top

Where the competitors like Kwality Walls provide refrigerators and freezers for
free as a part of their promotion plan, Amul charges for the same taking deposits
or a price between Rs. 19000-28000. This discourages the retailers from
purchasing Amul Refrigerators.
In order to promote sales during certain part of the year, Amul offers schemes
which provide ice- cream worth Rs. 4000 free on the purchase of a refrigerator.
Recommendations:
Most of Amuls competitors alot a huge sum from their yearly budget for
promotions. Providing free refrigerators to retailers is a part of the promotions
budget. Amul, inspite of being a co-operative, should make provisions for a
similar programme which could be mutually beneficial to both Amul and the
retailers.
Storage
Retailers may also be reluctant to order more stock for the week as storage space
is limited.
Epic
Epic is Amuls latest launch in market in the month of March 2015.
The Competitors in this category are Magnum by Kwality Walls, Baskin &
Robbins and Havmor.
32

According to retailers the new product is no match to that of Magnum. The

Belgian Chocolate and rich creamy ice cream is of much higher quality in
Magnum as compared to Epic. The most preferred flavour is Choco Almond.
However retailers had higher regards for Magnum flavours. All flavours of
Magnum show sales whereas Choco Almond is the only one that sells in Epic.
When the retailers were asked regarding the packaging of Epic they preferred it
without the outer box packaging.
Magnum priced at a higher value shows mores sales than Epic inspite of it being
priced at Rs.40 per unit.
For the middle class area, consumers dont find it worth spending the amount.
They would prefer purchasing Frostik or chocobar.
Whereas in the posh area (e.g. Thakur Village, Bandra area) consumers find Epic
as low in quality as compared to Magnum because of its price being lower than
Magnum.
Epic has been scarcely promoted into the market. Consumers arent aware of its
presence and retailers find it very difficult to sell the product. The product lacked
visibility and showed very little rotation as compared to other products.
Sugar- Free
Each retailer has ample of sugar free ice-cream customers who are either diabetic
or diet conscious. However for the longest period the distributors hadnt received
the stock and they couldnt match up to the retailers demand which leads to a loss
of their customers. The customers end up switching their loyalties to a brand that
has more consistent supply of the product.
Amul offers only two flavours in their Sugar-Free category (i) Vanilla Chocolate
(ii) ShahiAnjeer. Flavours play an important role in Sugar-Free ice-creams as it
contains no sugar, Amul must introduce more variety.
Quality of the product
The outer crust of Frostik&Chocobar are broken quite often. The packaging of
the party packs is torn from the edges causing leakage of the ice cream. In
summers the ice-cream inside the packaging melts and sticks to the wrapper de-

33

shaping the form the ice-cream. The lids of the sundae boxes always open up
during transfer. The covering flap of single ice-cream scoop does not properly
cover the cup making it unhygienic.
Stock
Most of the products arent stocked up at the distributors office. Each parlour has
ample of sugar free ice-cream customers who are either diabetic or diet
conscious. However for the longest period the distributors hadnt received the
stock leading to them lose their customers. The customers would eventually opt
for substitutes in the same category like Mother Dairy.
Candys, Dollys&Kulfi (MawaMalai) were the most coveted small unit products
during the summers. However frequent shortage of stocks of these products was
experienced.
Sugar-Free ice-creams had stock issues almost throughout the peak season for ice
creams.
The others products that were periodically out of stock were:

Cassatta

Vanilla Twist sundae

Epic

Mango dolly

Kajudraksh Family Packs

Raspberry Candy

Preference of small units over large ones

General stores, basic tea cafes, small stores selling only impulse goods and
dairies prefer stocking smaller units over big party packs e.g. Caf Delight and
Perpetual Stores . Whereas specialty stores, Super Markets and Multiple

34

Formatted Stores prefer keeping party packs and take home packs along with
smaller units of ice-cream.
Also, certain stores prefer ordering only those products that have maximum
rotation. They do not experiment with new flavours or new launches e.g. Royal
Stores.

Scheme
The Amul Parlour owners demand for more frequent and viable schemes. Certain
parlours like Bharat Agencies in Matunga, order a huge lot in a week. However
the schemes offered by Amul are not retailer- friendly. The two schemes that were
offered by Amul to the parlours were same as those to the common ice cream
retailers. They are as follows:(i)

A box of Epic ice cream containing 16 units was sold at the price of 15
units.

(ii)

On 20 units of any party pack (1+1, 1.25/2 litre& two in one) the
customer gets 2L of vanilla party pack free.

Though these schemes werent being informed by the sales team in the most of
the cases. This might be because of Technical problems. (DMS)
However these schemes were implemented for a very short period. Considering it
was the peak season when we visited the parlours, the owners of retail stores
expected more schemes as the orders placed by them were large in quantities.
At the same time competitors like Kwality Walls provides more lucrative schemes
which encourage retailers to order more of their products.
Contests
The contest was held in month of June where retailers have to whatsapp
2pictures- Deep Freezer & The retailers shop. This wasnt being informed by the

35

sales team in most of the cases. Though informed and the contestant have won
they havent receive the prize or theres been delay.
Replacement
Retailers had serious complains against Amuls replacement policy. Damaged or
expired pieces arent replaced by the company. At the same time no measures are
taken to cause less damage to products like Frostik, Cornetto, Epic and certain
party packs. As per company policy the amount allotted for product replacement
is determined as 0.14% of the last years primary sale. Currently Rs. 5000
approximately is allotted for replacement of Amul products. This amount wasnt
well utilized by the sales team to reimburse the distributors damages.
Delivery
Timely delivery would help retailers retain Amul customers. There is quite a lag
from the time of order to the final deliver leaving the retailers complaining. At
times the order received may not be what was actually ordered.
Communication
Retailers complain of a lack of communication between the owners and the
distributors. The service may not always be prompt from Amuls end. The
grievances of the parlour owners are not well conveyed to the respective
wholesale distributor. No steps are taken to make amends to resolve their issues.
Hence the needs of the customers arent met with. Sometimes the sales person
may not even convey the appropriate schemes to the parlour owners leaving them
complaining about the same. A routine inspection by the officials may help the
retailers convey their grievances and hence overcome them with time.
Rentals
In order to increase promotions Amul offers sign boards and promotional
hoardings outside retail stores in exchange of adequate monthly rentals. Some of

36

the stores in Mount Mary, Bandra have complained for not receiving their due
rentals which were promised to them in spite of promoting Amul.

37

COMPETITORS STUDY(FOR ICE-CREAM PARLOURS)

1. TENDER FRESH
PRODUCT RANGE:
Fresh Fruits: They have 13 flavours in fresh fruit.
Dry Fruits: They have 7 flavours in dry fruit ice creams
Chocolates and Special: There are 4 flavours in chocolate and they offer
special milkshakes, triple flavour ice cream and also mango slice special
during mango season.
They offer ice creams in cones, cup of 85 grams and also in family packs of 500
grams
PRICE:
The price range of cups and cones are Rs.40 and family packs cost Rs.200.
SERVICES:
They offer free home delivery in certain areas.
We need to call for discounted party-orders for different functions like
marriage, birthdays etc.
PROMOTIONS:
Pamphlets distributed through newspapers in the particular are when the ice
cream was open. No such promotions as they believe in word of mouth
promotion.
NO. OF OUTLETS IN MUMBAI:11
NO. OF STAFF:2
SUPPLY PROCUREMENT: Weekly Basis
FOOTFALL: As it is nearby located to college the footfall is around 40 to 50 per
day and during weekends it is approx 80 to 100
MARGIN: 20%

2. NATURAL
38

MANUFACTURING UNIT- InKandivali west

PRODUCT RANGE:
Fresh fruit: They offer 16 flavor in fresh fruit among which sitaphal,mango
and coconut tender is most running and have a great demand in market.
Dry fruit: They have 7 flavors in dry fruit ice creams.
Special Choco flavor: They offer 6 flavors.
Festive flavour : On special(Festive) occasions like
1. Republic Day- GajarHalwa
2. Eid- kurmamalai
3. Ganeshotsav- Prasadam
4. Holi- Thandai
Theyve seasonal flavours
PRICE RANGE:

RS.50 PER Scoop cups/sweet cone.

RS.60 PER Scoop ice cream with waffle cone
RS.230 PER KG TUB
RS.140 MILKSHAKES 250ML.
RS 110 SUNDAES.

NO. OF OUTLET IN MUMBAI: 33

NO. OF STAFF: 4-8
SUPPLY OF PROCUREMENT: Thrice a week
FOOTFALL: MUMBAI CENTRAL as it is nearby station so footfall is around
150-210 APPROX.MATUNGA around 200 and on weekend it exceeds 300.
MARGIN: 50-65%
PROMOTIONS:
They have Berry Festival from Jan to March. It includes Mulberry,
Raspberry, Strawberry, and Gooseberry. And also Limited edition loyalty
cards are issued to only those customers who buy any flavours from the
berry range.
In Newspaper especially in Sunday Midday & Bombay Times; actors,
singers, chefs and much famous personality recommend and promote
Natural ice creams to the readers.
Seasonal flavours are printed on the scooping cups.

39

 Attractive website which includes all nationwide parlour addresses, all

flavours info, games, etc.
SERVICES:
Free Home Delivery from Phone and Online as well.

3. BASKIN ROBBIN
As we visited baskin robbin parlour at Byculla, Worli & Borivali (W) the data
which we gathered through which its concluded that the location affects the sale a
lot.
Spends 8 to 9% of its revenue in advertisement.
MANUFACTURING UNIT- Pune.
PRODUCT RANGE:
22 flavors in regular
8 flavors in premium
10 flavors in scoop
Values sundae 8 flavors
Premium sundae 2 flavors.
PRICE RANGE:
Single scoop 70gm Rs.50
Double scoop 140gm Rs.100
Jumbo 110gm Rs. 70
Regular hand pack 275gm Rs.180
Large hand pack 525gm Rs.310
PROMOTION:
Distribution of pamphlet
Weekly lucky coupon is provided to the customer
Get 31 on 31 basically this offer is followed globally where on last date of
month any purchase made more than RS.310 is given 31% discount.
CRM: birthday club where they collect detail of the customer and store
that data in system so that they greet to customer and provide gift on that
particular day.
ROAD SHOW EVENTS
NO. OF STAFF: 1-4
SUPPLY OF PROCUREMENT: TWICE A WEEK
NO. OF OUTLET IN MUMBAI: 68
SERVICE RENDERED:

40

 Free Home Delivery from Phone and Online as well.

Birthday party orders & corporate orders.

4. HAVMOR
PRODUCT RANGE: 50+ in total
PRICE: 30 TO 70 Rs
SERVICES: Free Home Delivery through phone and few parlours also provide
online deliveries.
MARGIN: 20% TO 60%
PROMOTION:
Various offers (5scoops + 1 free, Deal of the Day,etc.)
Banners, Stickers, Posters near to the Parlours.
Franchise optionsi. Havmor also offers inexpensive form for franchising where the
person only have to pay 1 lakh Rs. Deposit. Machines, Banners,

ii.

Posters, Stickers are provided by the co. in this.

The owner can keep any other companys product too and interiors

iii.

are as per the owners wish under this option.

Havmor provides franchise under this option for those shops based

on location where theres more crowd.

Because of such option clients looking for getting franchise of ice creams
gets attracted by Havmors offer.

NO. OF STAFF: 1-2

FOOTFALLS: Average of 600 per week.

FINDINGS FOR AMUL PARLOURS

41

It is observed that approx capital

required to start the Amul Ice
Cream Parlour is Rs 9 lakhs to
10 lakhs.
(Initial Investment)

Monthly expenses differ as per

the area where Amul Parlours
are located because the rents in
Mumbai vary, the monthly
investment
are
directly
proportionate to the no. of
products you stock in your Amul
Ice Cream Parlour
42

Gains depends upon no.of

products kept in the parlour and
also the margins earned in each
and every product stocked in
Amul Parlours. The gains are
directly proportional to the
amount of money invested
monthly

43

Profits can be earned more by

those parlours who stock large no
of products in their parlours and
invest wisely in their working of
the business so as to recover the
initial investment as early as
possible and enjoy the profits to
great extent

ROI

44

RUNNING FLAVOURS IN
AMUL PARLOURS

CHAPTER IVConclusions &

Recommendations

RECOMMENDATIONS
1. Focusing more on making products available in the market especially
during summer season.
2. Attract your clientsi. Revised replacement policyTo encourage the clients you need to provide replacement of
damaged products.
This can be also supported by the customers where customers
needs to make a notice with all the details mentioned like the
reasons, phone no. and signature of the customer who want to
replace.
Such action needs to be taken so that the shop owners may not
switch to other brands. Because theres a saying that If you dont
take care of your customer someone else will and clients (i.e.
ii.

shop owners) are also your customers.

Set targets every month/year and provide additional commission to
the clients. If you cant then rather than providing to the sales
person provide to the clients.

3. When introducing/launching a new product in the market at least plan for

its promotion. Promotion can be great investment for you as youre an
already established brand.
4. Change the packaging styles every year or two.
5. Introduce range of fruit flavours especially for AMUL parlours.
Customers are demanding for such and even the clients.
6. Amul can also participate in the food festivals in order to give exposure to
its premium ice cream EPIC.
7. Introduce schemes and offers like Gelato Italiano. (Flavour of the month
at Rs.9 every 1st day of the month)

45

ANNEXURES

Questionnaire

Questionnaire (For interacting with the Retailers)

This study is being conducted by students as part of the Marketing Research
Project. This is a questionnaire for survey on Premium Ice cream brands. This
survey is done to collect helpful information for newly launched "Epic" Premium
ice cream.
Name of the Shop- ________________________________________________
Address of the shop- ______________________________________________
_________________________________________________________________
_________
Q1) Do you stock Amul Ice creams?
a) Yes

b) No

Q2) if yes, what varieties of Amul Ice-cream do you preferred to store?

a) Sticks

b) Cones

c) Cups

d) Couple packs

e) Family Packs

f) All of them.

Q3) If No, Why?

a) Space in fridge

b) Low margin

c) No replacement for leakage

d)Low

distributione) Any other _____________________________

Q4) Do you also stock any other brands of Ice-creams?
a) Yes

b) No

Q4.1) If yes, which ones?

48

a) Havmor

b) Mother Dairy

c)Kwality-walls

d) Dinshaw

e) Vadilal

f)Aditya Ice-Cream

g) Any Other ________________________________________

Q5) Do you keep stock of Premium Ice creams?
a) Yes

b) No

Q6) If yes, Which premium Ice creams do you stock?

a) AmulCreme Rich, EPIC

b) Kwality Walls - Magnum

c) Havmor - Blockbuster

d) Vadilal's Gourmet.

e) Any other premium ice creams ____________________________________

Q6.1) If no, would you like to start it with Amul Premium Ice creams?
a) yes

b) No

Q7) Are you aware of Epic- Premium Ice cream?

a) Yes

b) No

If yes, source of information

a) Retailers
b) Salesperson
c) Other retailers
d) Ads-Promotion
e) Digital Media
Q8) Are you currently stocking Epic?
a) Yes

b) No
Q8.1) If yes, how is the response to it?
b) Good

c) Fair

a) Very good

d) Not much

e) Very low

49

Q8.2) If No, then why?

a) Not aware
b) Stocks not available at distributors
c) waiting for more promotions
d)Anyother
__________________________________________________________
Q9) Are there repeat orders for Epic?
a) Yes

b) No

Q10) Which flavors have higher demand?

a) Strawberry Twist

b)ChocoAlmond

Q11) How would you Rate "EPIC along these factors?

Sr. No.
1
2
3
4
5
6
7
8
9
10
11
12

Parameters

Rating
1

Quality
Quantity
Pricing
Durability
Packaging
Flavors
Availability
Consistency
Margin
Demand
Exclusivity
Visibility

Q12) Would you like to suggest any more flavors to Amul to be

introduced in Epic?
Ans.
_________________________________________________________

50

Q13) In other Premium brands which you stock , What is/are the
quantities that is/are offered in premium Ice cream units ?
Ans. ___________________________(Weight in Grams)
Q14) Which type of Packing customers prefer in Premium Ice
creams?
a) Extrusion Bars

b)

c) Cups

Cones
d) Tubs

Q15)Is there good demand for Extrusion bars in Premium Ice

creams?( Magnum )
A) Yes

b) No

Q16) Do you stock Extrusion bars of any of the following Premium

Ice cream brands?
a) Cream BellsMaxxum

b) VadilalsBadabyte

c) KW Magnum
d) HavmorsBlockBuster

e) Any other________________

Q17) Would you stock Epic if it comes in Extrusion bars packaging?

a) Yes

b) No

Q18) Do you Stock Magnum

a) Yes

b) No

If yes ,
Q 18.1) Why do you stock Magnum?
a) Schemes

51

b) Margins (_____)
c) Demand

Q 18.2) How is the response for Magnum?

a) Very good
b) ok
c) Poor
Q19) Any suggestions - Recommendations for Amul ?
Ans:___________________________________________________________
___________________
Q20) Any Customer Feedback?
Ans.
___________________________________________________________
___________________

52

QUESTIONNAIRE FOR CALCULATING ROI OF AMUL PARLOURS

OWNERS NAME
: ______________________
CONTACT: ______________________
LOCATION:_____________________
Dear Sir/Madam,
We would appreciate if you could respond a few minutes in filling up this
questionnaire regarding the working of Amul Ice Cream Parlours
Thank You for your co-operation.
Kindly provide information with regards to your Amul Ice Cream Parlour.
Name of the Owner:___________________________________________
When
did
the
Amul
Open:____________________________________

Ice

Cream

Parlour

What where the Total Initial Investment required while starting up the Amul Ice Cream
Parlour?
1 to 3 lakhs
3 to 5 lakhs
5 to 8 lakhs
8 to 10 lakhs
No. of Staffs working at your Parlour? ______________________________
How many times products are ordered? ________________________________
How much are your monthly expenses?
10 to 50 thousand
51 thousand to 1 lakh
1 to 1.5 lakhs
1.5 to 2 lakhs
How much are your monthly investments?
10 thousand to 1 lakh
1 to 3 lakhs
3 to 5 lakhs
5 to 8 lakhs
What is the most running product in your Amul Ice Cream Parlour?
_______________________________________________________________________
_

53

How many flavors do you have? __________________________________________

Do you provide toppings? Y/N
Do you get every 15th date new flavor of ice-cream? Y/N
Do you order new flavor frequently? Y/N
What is the response of the
_____________________________

new

flavor

introduced

every

15 th

date?

What are your average sales? ___________________________________

Do Amul provide any aid or help? ________________________________
Do Amul provide Posters and banners? ____________________________
Is this rainy season affecting you severely?

Y/N

For how many hours you operate the parlour? __________________

Have you done any Promotional activity? __________________________
Do you provide free home delivery?

Y/N

Recommendations and Suggestions, if any?

___________________________________________________________________

54

REFRENCE AND BIBLIOGRAPHY

i. www.amul.com
ii. www.business-standard.com
iii. www.financialexpress.com
iv. www.ibef.org
v. www.nielsen.com
vi. www.havmor.com
vii. vadilalicecreams.com
viii. www.baskinrobbinsindia.com
ix. www.kwalitywalls.in
x. www.motherdairy.com
xi. www.creambell.com

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