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• Project started on 2nd may 2019

• Areas covered – Vile Parle to


Bandra (East & West)
• In summer the demand for ice
cream increases, hence i was
supposed to work under the
frozen desserts segment, mainly
for ice creams.
• GCMMF wishes to capture the
market of ice creams with its high
quality and low priced ice creams.
• Duration of 2 months
• First, get an understanding of the market
• Range selling
• Open new outlets
• Vintage point scheme
• Family pack, Combo Scheme
• Sell non-moving items
• Frozen snacks
• Understand retailers perception
• Understand the frozen market for balancing customer and
competitor organizations in order to become a truly market centered
organization
• Assessing the competitors strengths, weaknesses, objectives and
strategies
• Formulating strategies to acquire new and expand consumer and
retailer base
• Open new outlets and understand retailers perception about Amul
ice creams.
• To enhance awareness about the product using the brand value of
AMUL
• Assessing the market potential and increasing the retail penetration
for Amul ice creams
• Help the company push its newly launched as well as existing
products
WHICH IS THE MOST PREFERABLE BRAND OF
ICE CREAM THAT YOU STOCK
DO YOU STOCK AMUL ICE CREAMS?

30%
YES
NO
70%
WHAT VARIETIES OF AMUL ICE CREAM DO YOU
STOCK THE MOST?

Cups

9% Cones
22%
13%
Sticks

27% Tubs
29%
Party Packs &
Combo
REASON FOR NOT STOCKING AMUL ICE
CREAM?

Low margin

10%
25%
Replacement
21%

Problem in Distribution
channel
44%
No sales incentives scheme
ARE YOU SATISFIED WITH THE DISTRIBUTORS
SERVICE?

32% Yes
68% NO
IF NO, WHY?

Low margin
17% 25%
Replacement
14%
Problem in
Distribution channel
No sales incentives
44% scheme
• Assessing market potential
• Understanding the competition
• Targeting the right retailer
• Understand the genuine demand of retailers
• Negotiation skills
• Convincing skills
• Not underestimating the potential of the market
• In the Retailers study through a survey in Mumbai region, it was found
that the taste and quality of an ice cream are the most critical attributes
which affect the buying decision of customers.

• The major reason for not stocking Amul ice cream was its replacement
issue

• The visibility of Amul was not up to the mark in many areas, although
we did enhance the visibility during the course of this project.

• The demand of Amul Ice Cream is highest among key players, this is
because of its superior quality.
• Check the supply and demand on regular basis

• 2 Part payment facility

• Amul should work on in store branding on regular


basis to achieve the desired
• sales targets as it will promote impulse purchase.

• There should be more seasonal flavoured ice


creams.
I feel very grateful
to have had an
opportunity to
intern at Amul and
for having you as
my mentor. Thank
you Team Amul

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