STRATEGIES TO INCREASE

RETAIL PENETRATION OF AMUL

ICE CREAM IN SOUTH DELHI
PRESENTED TO:
MR. HARDEEP BANGA, CORPORATE MENTOR
Amul An Overview
Started in 1946 in Anand, Gujarat
Amul(GCMMF) is the largest cooperative business of small producers with an
annual turnover of 2.15 billion US $.
2.8 million milk producer member families with 13,759 village societies and 13
District Unions. 8.5 million liters of milk procured per day and Rs. 150 million
disbursed in cash daily.
Largest milk handling capacity in Asia.
Largest Cold Chain Network.50 Sales offices, 3000 Wholesale. Distributors, 5 lakh
retail outlets.
Dr. Verghese Kurien, the World Food Prize and the Magsaysay Award winner, was
the architect of Indias White Revolution, which helped India emerge as the
largest milk producer in the world. Currently, its headed by Mr Parthi Bhatol
ICE CREAM INDUSTRY IN INDIA
The ice cream industry in India is worth Rs. 2,000 crores.
The industry can be divided into the branded market and the
unbranded market. The branded market at present is 100 million
liters per annum valued at Rs. 800 crores.
The per capita consumption of ice cream in India is approximately
300 ml, as against the world average of 2.3 liters per annum.
Vanilla, Strawberry and Chocolate together constitute
approximately 60% of the market.
PROJECT OBJECTIVE
Achieving leadership position in general trade across South Delhi by:
Increasing the sale of Amul ice creams by increasing the number of
retail outlets.
To know the retailers response about Amul Ice creams
Are the retailers satisfied with distributors?
Does the new schemes affects the retailers?
PROBLEM STATEMENT
There has been a low penetration of retail outlets of Amul Ice cream in South Delhi
because of its products & competitors products. The study intended to increase
the number of retail outlets in South Delhi where penetration of Amul Ice creams are
low & finding out the factors that will help to increase the retail penetration
PROJECT APPROACH
1st phase was silent phase, where we observed several retail outlets
Information regarding behaviour & perception of retailer are
gathered.
2nd Phase was Retailers Survey, it consisted of different retail shops
in different locations assigned.
Personal Interviews with different retailers are being in order to
gather what problems they are actually facing.
Questionnaires was primarily based on information gathered in
previous phase.
Market Size of Area Covered under Sun
Rider Sales Corporation, Chattarpur
Convenience
Store
29%
Eatery
29%
Departmental
Store
32%
APO
10%
No. of Outlets
Convenience Store Eatery Departmental Store APO
Type Of Outlet
No. of
Outlets %

Convenience Store 22 29.33
Eatery 22 29.33
Departmental Store 24 32.00
APO 7 9.33

Total 75
Market Size of Area Covered under
Poonam Enterprises, Sant Nagar
Convenienc
e Store
36%
Eatery
29%
Department
al Store
31%
APO
4%
No. of Outlets
Convenience Store Eatery Departmental Store APO
Type Of Outlet
No. of
Outlets %

Convenience Store 20 36.36
Eatery 16 29.09
Departmental Store 17 30.91
APO 2 3.64

Total 55
Market Share of Beats under
Chattarpur
Amul
25%
Mother Dairy
22%
Kwality Walls
19%
Cream Bell
28%
Vadilal
6%
Market Share
Amul
Mother Dairy
Kwality Walls
Cream Bell
Vadilal
Brands
No. of brands
covered %

Amul 31 25.00
Mother Dairy 27 21.77
Kwality Walls 24 19.35
Cream Bell 35 28.23
Vadilal 7 5.65

Total 124
Market Share of Beats under Sant
Nagar
Amul
24%
Cream Bell
24% Kwality Walls
20%
Mother Dairy
21%
Vadilal
11%
Market Share
Amul
Cream Bell
Kwality Walls
Mother Dairy
Vadilal
Brands
No. of brands
covered %

Amul 30 24.39
Cream Bell 29 23.58
Kwality Walls 25 20.33
Mother Dairy 26 21.14
Vadilal 13 10.57

Total 123
Factors affecting the Sale of Ice
Cream
Price







Poonam Enterprises Sun Rider Sales Corporation
Amul
32%
Kwality walls
5%
Mother Dairy
17%
Cream Bell
33%
Vadilal
13%
Price
Amul
Kwality walls
Mother Dairy
Cream Bell
Vadilal
Amul
34%
Kwality walls
5%
Mother Dairy
21%
Cream Bell
36%
Vadilal
4%
Price
Amul
Kwality walls
Mother Dairy
Cream Bell
Vadilal
Availability









Poonam Enterprises Sun Rider Sales Corporation


Amul
16%
Kwality walls
15%
Mother Dairy
28%
Cream Bell
36%
Vadilal
5%
Availability
Amul
Kwality walls
Mother Dairy
Cream Bell
Vadilal
Amul
13%
Kwality walls
26%
Mother Dairy
21%
Cream Bell
29%
Vadilal
11%
Availability
Amul
Kwality walls
Mother Dairy
Cream Bell
Vadilal
Brand Image









Poonam Enterprises Sun Rider Sales Corporation
Amul
31%
Kwality walls
22%
Mother Dairy
23%
Cream Bell
23%
Vadilal
1%
Brand Image
Amul
Kwality walls
Mother Dairy
Cream Bell
Vadilal
Amul
29%
Kwality walls
15%
Mother Dairy
29%
Cream Bell
23%
Vadilal
4%
Brand Image
Amul
Kwality walls
Mother Dairy
Cream Bell
Vadilal
Quality










Poonam Enterprises Sun Rider Sales Corporation

Amul
40%
Kwality walls
10%
Mother Dairy
21%
Cream Bell
17%
Vadilal
12%
Quality
Amul
Kwality walls
Mother Dairy
Cream Bell
Vadilal
Amul
52%
Kwality walls
10%
Mother Dairy
21%
Cream Bell
14%
Vadilal
3%
Quality
Amul
Kwality walls
Mother Dairy
Cream Bell
Vadilal
Promotional Offers










Poonam Enterprises Sun Rider Sales Corporation

Amul
19%
Kwality walls
30%
Mother Dairy
15%
Cream Bell
24%
Vadilal
12%
Promo Offers
Amul
Kwality walls
Mother Dairy
Cream Bell
Vadilal
Amul
16%
Kwality walls
18%
Mother Dairy
16%
Cream Bell
47%
Vadilal
3%
Promo Offers
Amul
Kwality walls
Mother Dairy
Cream Bell
Vadilal
Advertisements










Poonam Enterprises Sun Rider Sales Corporation

Amul
4%
Kwality walls
46%
Mother Dairy
27%
Cream Bell
23%
Vadilal
0%
ADs'
Amul
Kwality walls
Mother
Dairy
Cream Bell
Amul
9%
Kwality walls
27%
Mother Dairy
20%
Cream Bell
41%
Vadilal
3%
ADs'
Amul
Kwality walls
Mother
Dairy
Cream Bell
Service










Poonam Enterprises Sun Rider Sales Corporation
Amul
7%
Kwality walls
31%
Mother Dairy
21%
Cream Bell
31%
Vadilal
10%
Service
Amul
Kwality walls
Mother Dairy
Cream Bell
Vadilal
Amul
14%
Kwality walls
19%
Mother Dairy
26%
Cream Bell
37%
Vadilal
4%
Service
Amul
Kwality walls
Mother Dairy
Cream Bell
Vadilal
SWOT ANALYSIS
STRENGTHS
Amul has a wide portfolio in the
pure milk based ice cream, rather
than frozen dessert
Quality of ice cream is excellent
and it doesnt use any artificial
items in making ice cream.
Maximum share in take away
home packs i.e. Bricks due to its
lower pricing, many flavours,
economical pack sizes and
promotional schemes.

WEAKNESSES
Lagging much behind in
advertisement and promotional
activities
Trade schemes and margins of
some competitors like Kwality walls
and Cream bell are better.
Over dependability on one
distributors to supply goods to all
the retailors
One of the major weakness is
availability of product and services
in peak seasons.

OPPURTUNITIES
By solving the replacement
problem it can maximise the
attention of retailers about selling
the products.
By increasing focus on impulse
items, it can increase its market
share.
There is a phenomenal scope for
value addition in innovations in
product development, packaging
& presentation.

THREATS
Cut throat competition in market.
No flexibility in strategy
Customers are not brand loyal in
ice cream industry
Different schemes from the other
players such as providing deep
freezers on FOC, Security Deposits
& Instalments.
SUGGESTIONS
Aggressive marketing should be done in order to stop the growth of
new companies like Cream Bell, Kwality Walls, Mother Dairy, Vadilal
Take an advantage of other companys outlet by convincing the
retailers & provide them with extra benefits for selling Amul Ice
creams.
Should concentrate more on delivery service because most of the
retailers are not satisfied with the delivery system.
Should increase the frequent visits of Salesman in those areas where
retailers were facing problem & they should arrange a team who
visits areas with low sales under different distributors.
Give proper training to the distributors and their salesmen.