A PROJECT REPORT

ON

“Potential of ProLife & Sugar free Brand of

AMUL ice cream in Central Delhi ’’

PREPARED AND PRESENTED

TO
GCMMF (AMUL)
GUJRAT COOPERATIVE MILK MARKETING FEDRATION
ANAND, GUJRAT

Under the guidance of

Mr. Amit Jain Mr. S.K.Chopra

Sales Department ,AMUL Dy.Manager (Sales)
,AMUL
New Delhi New Delhi

BY
JASWANT SINGH
(2007– 09)
(1 APRIL TO 31ST MAY, 2008)
ST

Faculty of Management Studies

INDIAN INSTITUTE OF PLANNING & MAMANGEMENT

NEW DELHI
 PREFACE

The PGPM programme is well structured and integrated course of business studies.
The main objective of practical training at PGPM level is to develop skill in student
by supplement to the theoretical study of business management in general. Industrial
training helps to gain real life knowledge about the industrial environment and
business practices. The PGPM programme provides student with a fundamental
knowledge of business and organizational functions and activities, as well as an
exposure to strategic thinking of management.

In every professional course, training is an important factor. Professors give us

theoretical knowledge of various subjects in the college but we are practically exposed
of such subjects when we get the training in the organization. It is only the training
through which I come to know that what an industry is and how it works. I can learn
about various departmental operations being performed in the industry, which would,
in return, help me in the future when I will enter the practical field.

Training is an integral part of PGPM and each and every student has to undergo the
training for 2 months in a company and then prepare a project report on the same after
the completion of training.

During this whole training I got a lot of experience and came to know about the
management practices in real that how it differs from those of theoretical knowledge
and the practically in the real life.

In today’s globalize world, where cutthroat competition is prevailing in the market,

theoretical knowledge is not sufficient. Beside this one need to have practical
knowledge, which would help an individual in his/her carrier activities and it is true
that “Experience is best teacher”.

ACKNOWLEDGEMENT
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With immense pleasure, I would like to present this project report for Gujrat Cooperative Milk
Marketing Federation Ltd., Anand (AMUL). It has been an enriching experience for me to
undergo my summer training at AMUL, which would not have possible without the goodwill and
support of the people around. As a student of INDIAN INSTITUTE OF PLANNING &
MANAGEMENT (IIPM), New Delhi , I would like to express my sincere thanks too all those who
helped me during my practical training programme.

Words are insufficient to express my gratitude toward Mr. Rahul Kumar, the Managing Director of
AMUL. I would like to give my heartily thanks to Mr. J. K. Joshi, Manager of Administration,
,express my deepest gratitude to the organization guide, Mr. S.K.Chopra , Deputy Manager (Sales),
Amul India Ltd., New Delhi for having given me the opportunity to do my project work in the
organization. .

I am very thankful to Mr. Amit Jain, Officer in Charge (Retail) Amul India Ltd., New Delhi who
helped me at every step whenever needed and arranged all possible visits for me at AMUL Outlets.

I extend my sincere thanks to Mrs, Veena Kumar Faculty Member, IIPM, New Delhi, for having
spared his valuable time with me and for all the guidance given in executing the project as per
requirements.
Last but not least, I would like to record my deepest sense of gratitude to my friends for their support
and constant encouragement

However, I accept the sole responsibility for any possible error of omission and would be extremely
grateful to the readers of this project report if they bring such mistakes to my notice.

Date: 31TH May, 2008 JASWANT SINGH

Place: Amul, New Delhi
PGPM
Duration: 1ST April to 31th May, 2008 SEM
III

3
 CONTENTS

SR. No. CHAPTER NAME PAGE No.

1. EXECUTIVE SUMMARY 04

2. INDUSTRY PROFILE 05

3. COMPANY PROFILE 08

4. PRODUCT DESCRIPTION 17

5. RESEARCH BREIF 23

6. MARKET RESEARCH 26

7. RESEARCH DESIGN 29

8. DATA ANALYSIS 35

9 MY FINDINGS & LIMITATIONS 47

10 SUGGESTION 47

11 CONCLUSION 50

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 EXECUTIVE SUMMARY
This project was undertaken with the the” Potential of AMUL Prolife & Sugar free ice cream in
Central Delhi.”
. It also looked into the different factor of stocking decision to the product in the retail outlets. The
study was conducted at Amul India Ltd, New Delhi. The consumer & outlets preference was studied
through using questionnaire.
A sample size of 50 to 100 Outlets & respondents was taken for the study, whose responses were
studied and interpreted .The sampling design was used convenience sampling. The process of
analysis was done through, frequency table, percentage & pie chart.

My objective of the study is :

 To collect the information about the Prolife and sugar free ice cream

 Detailed knowledge about Probiotic ice cream.

 To know awareness of people towards Amul Prolife (Probiotic) & Sugar free Ice cream.

 To know in which segment ice cream are mostly like/preferred.

 To know which advertisement tool is mostly preferred by people.

 To know the preference of Amul Sugar free ice cream with comparison to other competitive
brands.

 To know the factors which affects consumer’s buying behaviour to purchase prolife & sugar
free ice cream.

 Create awareness about the Probiotic ice cream

 To collect the detailed data by filling up the questionnaire from the APO’S/A class outlets or
parlors

 To collect the detailed data with respect to AMUL Outlets.

 To collect information about the AMUL Prolife & Sugar free ice cream by different APO’S
& A class outlets or Parlours
 To collect detailed information about the price, supply or any required improvement towards
the AMUL Prolife & Sugar free ice cream.

 To give suggestion provided by the outlets to the company for improvement of AMUL
Prolife & Sugar free ice cream/Products

The product Prolife and Sugar free ice cream comes under FMCG industry and the company
associated with this product is AMUL which is India’s leading Dairy product company. In this

5
research I found that, although AMUL Prolife & Sugar free ice cream has a strong position in the
market but their competitors product are also simultaneously used by the customers.
I also found that customer level of acceptance towards the AMUL products is very high. The prices
of AMUL Prolife and Sugar free ice cream are nearly same with respect to other ice cream.

INDUSTRY PROFILE

FOOD INDUSTRY
The food industry is the complex, global collective of diverse businesses that together supply much
of the food energy consumed by the world population. Only subsistence farmers, those who survive
on what they grow, can be considered outside of the scope of the modern food industry.
The food industry includes:
Regulation: local, regional, national and international rules and regulations for food production and
sale, including food quality and food safety, and industry lobbying activities
Education: academic, vocational, consultancy
Research and development: food technology
Financial services: insurance, credit
Manufacturing: agrichemicals, seed, farm machinery and supplies, agricultural construction, etc.
Agriculture: raising of crops and livestock, seafood
Food processing: preparation of fresh products for market, manufacture of prepared food products
Marketing: promotion of generic products (e.g. milk board), new products, public opinion, through
advertising, packaging, public relations, etc
Wholesale and distribution: warehousing, transportation, logistics
Retail: supermarket chains and independent food stores, direct-to-consumer, restaurant, food
services
ADVANTAGE OF INDIA UNDER FOOD INDUSTRY:
India is one of the largest food producers in the world
India has diverse agro-climatic conditions and has a large and diverse raw material base suitable for
food processing companies
 Investment requirement of around US$ 15 billion exists in the food processing sector

 India is looking for investment in infrastructure, packaging and marketing

 India has huge scientific and research talent pool

 A largely untapped domestic market of 1000 million consumers

 300 million upper and middle class consume processed food

6
  200 million more consumers expected to shift to processed food by 2010

 Well developed infrastructure and distribution network

 Rapid urbanization, increased literacy, changing life style, increased number of women in
workforce, rising per capita income- leading to rapid growth and new opportunities in food
and beverages sector

 50 per cent of household expenditure by Indians is on food items

 Strategic geographic location (proximity of India to markets in Europe and Far East, South
East and West Asia)

 Under the food industry, Dairy product is very important part of food processing. Dairy
processing is acting good role in India.

Dairy Processing
India ranks first in the world in terms of milk production. Indian production stands at 91 million
tones growing at a CAGR of 4 per cent. This is primarily due to the initiatives taken by the
Operation flood programmes in organizing milk producers into cooperatives; building infrastructure
for milk procurement, processing and marketing and providing financial, technical and management
inputs by the Ministry of Agriculture and Ministry of Food Processing Industries to turn the dairy
sector into viable self-sustaining organized sector. About 35% of milk produced in India is
processed. The organized sector (large scale dairy plants) processes about 13 million tones annually,
while the unorganized sector processes about 22 million tones per annum. In the organized sector,
there are 676 dairy plants in the Cooperative, Private and Government sectors registered with the
Government of India and the state Government

Indian FMCG Sector

The Indian FMCG sector is the fourth largest in the economy and has a market size of US$13.1
billion. Well-established distribution networks, as well as intense competition between the organized
and unorganized segments are the characteristics of this sector. FMCG in India has a strong and
competitive MNC presence across the entire value chain. It has been predicted that the FMCG
market will reach to US$ 33.4 billion in 2015 from US $ billion 11.6 in 2003. The middle class and
the rural segments of the Indian population are the most promising market for FMCG, and give
brand makers the opportunity to convert them to branded products. Most of the product categories
like jams, toothpaste, skin care, shampoos, etc, in India, have low per capita consumption as well as
low penetration level, but the potential for growth is huge.

7
The Indian Economy is surging ahead by leaps and bounds, keeping pace with rapid urbanization,
increased literacy levels, and rising per capita income.

The big firms are growing bigger and small-time companies are catching up as well. According to
the study conducted by AC Nielsen, 62 of the top 100 brands are owned by MNCs, and the balance
by Indian companies. Fifteen companies own these 62 brands, and 27 of these are owned by
Hindustan Lever. Pepsi is at number three followed by Thums Up. Britannia takes the fifth place,
followed by Colgate (6), Nirma (7), Coca-Cola (8) and Parle (9). These are figures the soft drink and
cigarette companies have always shied away from revealing. Personal care, cigarettes, and soft
drinks are the three biggest categories in FMCG. Between them, they account for 35 of the top 100
brands

THE TOP 10 COMPANIES IN FMCG SECTOR

S. NO. Companies
1. Hindustan Unilever Ltd.
2. ITC (Indian Tobacco Company)
3. Nestlé India
4. GCMMF (AMUL)
5. Dabur India
6. Asian Paints (India)
7. Cadbury India
8. Britannia Industries
9. Procter & Gamble Hygiene and Health Care
10. Marico Industries

8
 COMPANY PROFILE

Amul (Anand Milk Union Limited), formed in 1946, is a dairy cooperative movement in India. It
is a brand name managed by an apex cooperative organisation, Gujarat Co-operative Milk Marketing
Federation Ltd. (GCMMF), which today is jointly owned by some 2.6 million milk producers in
Gujarat, India. It is based in Anand town of Gujarat and has been a sterling example of a co-
operative organization's success in the long term. The Amul Pattern has established itself as a
uniquely appropriate model for rural development. Amul has spurred the White Revolution of India,
which has made India the largest producer of milk and milk products in the world. It is also the
world's biggest vegetarian cheese brand .

In the year 1946 the first milk union was established. This union was started with 250 liters of milk
per day. In the year 1955 AMUL was established. In the year 1946 the union was known as KAIRA
DISTRICT CO-OPERATIVE MILK PRODUCERS’ UNION. This union selected the brand
name AMUL in 1955. It is a brand name managed by an apex cooperative organisation, Gujarat Co-
operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by some 2.6
million milk producers in Gujarat, India. It is based in Anand town of Gujarat and has been a sterling
example of a co-operative organization's success in the long term. The Amul Pattern has established
itself as a uniquely appropriate model for rural development. Amul has spurred the White Revolution
of India, which has made India the largest producer of milk and milk products in the world. It is also
the world's biggest vegetarian cheese brand .

The brand name Amul means “AMULYA”. This word derived form the Sanskrit word
“AMULYA” which means “PRICELESS”. A quality control expert in Anand had suggested the
brand name “AMUL”. Amul products have been in use in millions of homes since 1946. Amul
Butter, Amul Milk Powder, Amul Ghee, Amulspray, Amul Cheese, Amul Chocolates, Amul
Shrikhand, Amul Ice cream, Nutramul, Amul Milk and Amulya have made Amul a leading food
brand in India. (The total sale is Rs. 6 billion in 2005). Today Amul is a symbol of many things like
of the high-quality products sold at reasonable prices, of the genesis of a vast co-operative network,
of the triumph of indigenous technology, of the marketing savvy of a farmers' organization. And
have a proven model for dairy development (Generally known as “ANAND PATTERN”).

9
 GCMMF
Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products
marketing organisation. It is a state level apex body of milk cooperatives in Gujarat 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.
Amul's product range includes milk powders, milk, butter, ghee, cheese, curd, chocolate, ice cream,
cream, shrikhand, paneer, gulab jamuns, basundi, Nutramul brand and others. In January 2006, Amul
plans to launch India's first sports drink Stamina, which will be competing with Coca Cola's
Powerade and PepsiCo's Gatorade .
Amul is the largest food brand in India and world's Largest Pouched Milk Brand with an annual
turnover of US $1050 million (2006-07). Currently Amul has 2.6 million producer members with
milk collection average of 10.16 million litres per day. Besides India, Amul has entered overseas
markets such as Mauritius, UAE, USA, Bangladesh, Australia, China, Singapore, Hong Kong and a
few South African countries. Its bid to enter Japanese market in 1994 had not succeeded, but now it
has fresh plans of flooding the Japanese markets .Other potential markets being considered include
Sri Lanka.
Dr Verghese Kurien, former chairman of the GCMMF, is recognised as the man behind the success
of Amul. On 10 Aug 2006 Parthi Bhatol, chairman of the Banaskantha Union, was elected chairman
of GCMMF.

ACHIEVEMENT:
Amul :Asia‟s largest dairy co-operative was created way back in1946 to make the milk producer
self-reliant and conduct milk- business with pride. Amul has always been the trend setter in bringing
and adapting the most modern technology to door steps to rural farmers.
Amul created history in following areas:
a)First self motivated and autonomous farmers‟ organization comprising of more than 5000000
marginal milk producers of Kaira District.
b) Created Dairy co-operatives at village level functioning with milk collection centres owned by
them.
c) Computerized milk collection system with electronic scale and computerized accounting system.
d)The first and only organization in world to get ISO 9000 standard for its farmers co-operatives.
e)First to produce milk from powder from surplus milk.
Amul is the live example of how co-operation amongst the poor marginal farmers can provide means
for the socio-economic development of the under privileged marginal farmers.

10
Amul in abroad:
Amul is going places. Literally. After having established its presence in China, Mauritius and Hong
Kong, Gujarat Cooperative Milk Marketing Federation (GCMMF), India‟s largest milk cooperative,
is waiting to flood the Japanese market.
Then, GCMMF is also looking at Sri Lanka as one of its next export destinations. Amul products are
already available on shelves across several countries, including the US, China, Australia, West Asian
countries and Africa.
GCMMF recorded a turnover of Rs 2,922 crore last fiscal. Its products include pouch milk, ultra heat
treated (UHT) milk, ice-cream, butter, cheese and buttermilk.

PEOPLE POWER: AMUL'S SECRET OF SUCCESS

The system succeeded mainly because it provides an assured market at remunerative prices for
producers' milk besides acting as a channel to market the production enhancement package. What's
more, it does not disturb the agro-system of the farmers. It also enables the consumer an access to
high quality milk and milk products. Contrary to the traditional system, when the profit of the
business was cornered by the middlemen, the system ensured that the profit goes to the participants
for their socio-economic upliftment and common good.

Looking back on the path traversed by Amul, the following features make it a pattern and model for
emulation elsewhere.

Amul has been able to:

 Produce an appropriate blend of the policy makers farmers board of management and the
professionals: each group appreciating its rotes and limitations,

 Bring at the command of the rural milk producers the best of the technology and harness its
fruit for betterment.

 Provide a support system to the milk producers without disturbing their agro-economic
systems,

 Plough back the profits, by prudent use of men, material and machines, in the rural sector for
the common good and betterment of the member producers and

 Even though, growing with time and on scale, it has remained with the smallest producer
members. In that sense. Amul is an example par excellence, of an intervention for rural
change.

11
The Union looks after policy formulation, processing and marketing of milk, provision of technical
inputs to enhance milk yield of animals, the artificial insemination service, veterinary care, better
feeds and the like - all through the village societies. Basically the union and cooperation of people
brought Amul into fame i.e. AMUL (ANAND MILK UNION LIMITED), a name which suggest
THE TASTE OF INDIA.Amul sells 35 million litres of ice-cream valued at more than Rs 200 crore
out of a total branded ice-cream market of 100 million litres worth Rs 600 crore. The Amul ice
cream business is currently growing at the rate of more than 20 percent

PLANTS
First plant is at ANAND, which engaged in the manufacturing of
milk, butter, ghee, milk powder, flavored milk and buttermilk.

Second plant is at MOGAR, which engaged in manufacturing

chocolate, nutramul, Amul Ganthia and Amul lite.

12
Third plant is at Kanjari, which produces cattelfeed.

Fourth plant is at Khatraj, which engaged in producing cheese.

Today, twelve dairies are producing different products under the

13
brand name Amul. Today Amul dairy is no. 1 dairy in Asia and no. 2
in the world, which is matter of proud for Delhi and whole India.

14
Members: 13 district cooperative milk producers'
Union
No. of Producer Members: 2.6 million
No. of Village Societies: 12,792
Total Milk handling capacity: 10.16 million litres per day
Milk collection (Total - 2006-07): 2.38 billion litres
Milk collection (Daily Average 2006- 6.5 million litres
07):
Milk Drying Capacity: 594 Mts. per day

15
Cattlefeed manufacturing Capacity: 2640 Mts per day

16
17
Sales Turnover
Rs (million)
US $ (in million)

1994-95
11140
355

1995-96
13790
400

1996-97
15540
450

1997-98
18840
455

1998-99
22192
493

1999-00
22185
493

2000-01
22588
500

2001-02
23365 18
 AMUL THE TASTE OF INDIA (GCMMF)

receives

INTERNATIONAL CIO 100 AWARD FOR RESOURCEFULNESS

GCMMF is a winner of the prestigious international CIO 100 award from IDG's CIO Magazine,
USA. The 2003 CIO 100 award recognizes the organizations around the world that excel in positive
business performance through resourceful IT management and best practices.
This CIO International IT excellence Award has recognized the Cooperative Movement & its
Leadership under the "Amul" brand, initiated by Dr. V Kurien, Milkman of India, whose main Motto
is to build Indian Society economically & literally strong through innovative cooperative resourceful
network, so as to provide quality service & products to the end consumers and good returns to the
farmer members.
This award has also given direction that IT need to be encouraged & adopted more & more at grass
root level and bridge the digital divide through proper training, re-training so as to bring radical
change & benefit to the Indian society.
It has also recognized the Managing Director, Mr. B M Vyas, who has taken IT initiative by setting
the direction "GCMMF as IT Company in Food business". It has also inspired all the employees
of GCMMF Enterprise to sustain the challenges as a "Change Agent" by excelling their IT skills in
order to transform the people around them towards IT Integration (e-Vision) on both the ends of
supply chain (Village level Farmer to end consumer). This award also motivated the each & every
member dairy, Amul's wholesale distributors, retailers, transporters and suppliers who have
supported whole-heartedly the IT initiatives of GCMMF.
The Gujarat Co-operative Milk Marketing Federation (GCMMF) has been honoured at the CIO 100
Symposium & Award Ceremony on August 19, 2003, at the Broadmoor in Colorado Springs,
Colorado, USA. Shri Subbarao Hegde, Head of IT had been to USA and received the said Award on
19
behalf of GCMMF. The photograph link of the recipient of the CIO award along with CIO
Magazine's Editor in Chief, Abbie Lundberg, can be seen at www.cio.co

BOARD MEMBERS

Shri Ramsinh Prabhatsinh Parmar Chairman

Shri Rajendrasinh Dhirsinh
Vice-Chairman
Parmar
Shri Dhirubhai Amarsinh Zala Director
Smt. Mansinh Kohyabhai Chauhan Director
Shri Maganbhai Gokalbhai Zala Director
Shri Shivabhai Mahijibhai Parmar Director
Shri Pravinsinh Fulsinh Solanki Director
Shri Chandubhai Madhubhai
Director
Parmar
Shri Bhaijibhai Amarsinh Zala Director
Shri Bipinbhai Manishankar Joshi Director
Smt. Sarayuben Bharatbhai Patel Director
Shri Ranjitbhai Kantibhai Patel Director
Managing Director
Shri B. M. Vyas
G.C.M.M.F
Shri Deepak Dalal District Registrar
Shri Rahul Kumar Managing Director

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Product Description (Amul Icecream)

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AMUL is all set to storm the Ice cream market with a new range of probiotic ice cream aimed at the
total health conscious.
Proboitic means “ for life”. Probitics are defined as “live beneficial culture administered in adequate
amounts which confer a beneficial health effect on the host”.
The human large intestine is a active site of no of microorganism known as gut microflora. In a
healthy person it a balance of a number of beneficial a bacteria. The gut microflora actively play a
role in health maintenance by modulation of immune system, protection from pathogens and virus
invasion through gastrointestinal tract. They also aid in food digestion. A part from these beneficial
bacteria also synthesize some vitamins in gut. Our food habit, living habit, medication to cure
disease,stress & strain, age etc can cause the disturbance in balance of gut miroflora. The disturbed
gut microflora can create a chance for pathogens and viral invasion.
The products are:
•Amul ProLife (Probiotic Wellness Ice Cream)
•Amul Sugar Free (Probiotic Diabetic Delight) Amul ProLife (Probiotic Wellness Ice Cream)
Probiotics are a live, beneficial culture, which when administered in adequate amounts, confer a
beneficial health effect on the host. They help in digestion, improve the immune system, make the
bones stronger, fight against allergic reactions and are effective in controlling travellers’ diarrhoea.
They also help in the prevention of colon cancer and enhance brain activity. The Amul ProLife
Probiotic Wellness Ice Cream has all these benefits. How is Amul ProLife ice cream beneficial?
Probiotic ice cream is enriched with live beneficial cultures to help your overall.

Executive VP – Inflight Services, said, “The improvements were prompted by surveys conducted
among passengers, assessing their needs and ratings of our inflight products. The new products were
developed in collaboration with leading gastronomic experts. We will be offering better quality
meals and we have modernised the design of our trays, crockery and cutlery.” World Business Class
World Business Class passengers travelling on KLM’s ex-India flights shall enjoy exquisitely
prepared three-course Indian and Western meals. Passengers will be able to choose from new Indian
menus developed in collaboration with renowned London-based Chef Andy Varma of the Vama
Group and owner of the famous restaurant, The Indian Room in London. World Business Class
passengers on all KLM flights ex-Amsterdam will be treated to the internationally renowned cuisine
of Jacques and Laurent Pourcel from December 1, 2006 till the onset of summer 2007. The Pourcel
brothers, who run top class restaurants in many countries, have produced recipes for the hors
22
d’oeuvre, three main courses, and dessert. Intercontinental Economy Class On all flights to and from
India, KLM’s Economy Class passengers will be offered a larger choice of Indian and Western
cuisines, as a full menu and as accompaniments. Special attention will be given to local preferences.
To complement the new meals, the trays, crockery and cutlery have been redesigned to improve meal
presentation. Also, the current hot snack served shortly after the post midnight take-off from India
will be supplemented with a snack box having a choice of three light snacks. The new Indian menus
in ex- Amsterdam Economy Class have also been. well-being and health.

Following are the benefits of having Probiotic ice cream:

•It improves the gut micro flora
•Helps in digestion
•Improves the mineral and vitamin absorptions from diet
•Produces anti-microbial substances, which help in fighting against pathogens
•Produces Vitamin B
•Assists in healthy liver functioning
•Supports cholesterol management
•Prevents and reduces food allergies Prevents the formation and growth of colon cancer, if used
regularly. Market estimates
As many are today becoming health and calorie conscious, the market is growing. Amul estimates
that it would expand the market by increasing customer base. Essentially, it would not only convert
nonconsumers of ice cream into eaters but also increase frequency of ice cream eating. It expects to
get 10 per cent additional growth only through the probiotic range. Since the company is the first to
introduce the innovation, developed in-house, it expects to build the market and capture the entire
market for probiotic ice cream.

Amul Sugar Free (Probiotic Diabetic Delight)

For diabetics, consuming ice cream had remained a dream. Amul is all set to change that with the
launch of India’s first specially created Sugar Free Low Fat Diabetic Delight. In Amul Sugar Free
Probiotic Diabetic Delight frozen dessert, sugar has been replaced with zero calorie and low calorie
sweeteners called fructooligo- saccharides. Fructo-oligo-saccharides (FOS) are soluble dietary fibres
that improve the mineral absorption and bone health in addition to increasing the disease-fighting
ability of the body. Digestive enzymes sparingly digest these sweeteners in the stomach or small
Amul probiotic wellness ice cream have been made to confer the health benefit of these probiotics.
Who does Probiotic ice cream suit best?
EVERYONE who desires to live HEALTHY LIFE. Probiotic ice cream is enriched with live
beneficial cultures to help your overall well being and health.
Amul Probiotic wellness ice cream :
• Improves immunity

• Improves digestion

• Prevent gut infection

• Manages traveler’s diarrhea

Available in so many flavours packed in international packings:

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Amul Probiotic wellness ice cream is available in : 125ml/500ml+500ml free and 1.25 litrs in 5
flavours : Vanilla with chocolate sauce/Starwberry/chocolate/shahi Anjir and fresh litchi price
ranging from Rs.15(125ml) to 110(1.25litrs).

Amul Pro-Biotic Ice-cream Gets No. 1 Award At World Dairy

Summit

"Sh VK Singh, IAS, Managing Director, Punjab Cooperative Dairy Federation accepting 2007 IDF
Marketing Award from Sh Jim Begg, President, International Dairy Federation for Amul Prolife
Probiotic Ice Cream on 3rd Oct 2007 at World Dairy Summit, Dublin, Ireland. Sh VK Singh had
kindly accepted award on behalf of GCMMF."
It’s another triumph for brand Amul. After emerging as India’s topmost brand, it has gone to win one
of the world’s most prestigious awards – The International Dairy Federation Marketing Award
(2007) for Amul pro-biotic ice-cream launch.
Announcing the award on October 03, at Dublin, Ireland on the occasion of the World Dairy
Summit, Mr. Jim Begg the IDF President commented “These campaigns are excellent examples of
best practise in branded and generic marketing from around the world. In markets around the world
that are volatile and highly competitive, dairy products have a role in health balanced diets, and these
campaigns have demonstrated the ability of well planned and executed marketing investments.”

24
GCMMF is the first and the only Indian organization to receive the 2007 IDF Marketing Award
which covered three categories – Nutri-marketing, Innovation and Marketing Communication. Amul
Pro-biotic Ice-cream received the award in the Nutri-marketing category.
According to Shri B. M. Vyas, Managing Director, GCMMF, “We launched Amul Pro-biotic Ice-
cream as well as Amul Pro-biotic Sugar Free Ice-cream, due to the constraints of cold chain which is
a pre-requisite for ice-cream distribution. In a country like India where we have waterborne diseases
like diarrhoea, eating a spoonful or two of pro-biotic ice-cream would keep the family healthy and
strong. The product was launched with this in view. We were the first in the country to introduce pro-
biotic ice-cream and pro-biotic sugar free ice-cream. We are happy that our efforts have been
globally recognized by bestowing the prestigious IDF Marketing Award’.

Amul "Utterly Delicious" Parlours

Amul has recently entered into direct retailing through "Amul Utterly Delicious" parlours created in
major cities Ahmedabad, Bangalore, Baroda, Delhi, Mumbai, Hyderabad and Surat. Amul has plans
to create a large chain of such outlets to be managed by franchisees throughout the country. Amul
Parlours at some prominent locations in the country, which are run by the company or its wholesale
dealers:

1. Delhi Metro Rail Corporation

2. The Somnath Temple
3. National Institute of Design
4. Infosys Technologies in Bangalore, Mysore & Pune

25
 5. Wipro campus in Bangalore
6. L.J. College, Ahmedabad
7. Ahmadabad Airport
8. Surat Municipal Corporation
9. Delhi Police
10. Gujarat State Raod Transport Corporation
11. Jubilee Mission Medical College, Trichur, Kerala
12. Sanjay Gandhi Hospital Parlour, Amethi
13. Indian Institute of Management, Kolkata
14. Cafe Amul, MDG, Gandhinagar

Central Delhi APO’S

1. G.B.Pant Hospital, Dariayganj New Delhi
2. Maulana Azad Medical College ,New Delhi
3. DMRC , New Delhi
"Amul Utterly Delicious" parlours are an excellent business opportunity for investors, shopkeepers
and organizations. In order to come closer to the customer, company decided to create a model for
retail outlets, which would be known as "Amul Preferred Outlets"(APO)

26
\ RESEARCH BRIEF

MARKETSHARE

OTHERS
10% AMUL
VADILAL 40%
20%

HUL
30%

Among the major players in this industry AMUL has a market share of around 40%,.
Hindustan Unilever Ltd with an estimated market share of 30% represented mainly by
Kwality Walls brand and lastly Vadilal is the player in the national market with 20% of the
market share and 10% of the others brand like Mother Dairy, Arun Dairy and some local
brands.
Indian Ice Cream Market
Industry Snapshot
· Market Size - 800 Crores
· Ice Cream market is growing at 10 to 12%
· Ice creams traditionally are a low volume business
Players

27
Ice-cream
Introduction
The ice cream market growth picked up after de-reservation of the sector in 1997. Of the total size of
Rs 15-16bn, around 30-32% is in the hands of organized sector valued at Rs 4.9bn, rest all is with
the unorganized sector.
Production area
In rural areas, kulfis / ice creams made by small / cottage industry are popular. The market for
organized sector is restricted to large metropolitan cities. In small towns and villages, there are
thousands of small players who produce ice- creams / kulfis in their home backyard and cater to the
local market. Almost 40% of the ice creams sold in the country are consumed in the western region
with Mumbai being the main market, followed by 30% in the north and 20% in the south.

Growth promotional activities

The Indian government adopted the policy of liberalization regarding the ice cream industry also and
it is since then that this sector has shown an annual growth ranging from 15- 20% per annum for last
1- 2 year. Presently in 1999- 00 it is estimated at worth of Rs15- 16bn. This growth rate is expected
to continue for another next 2- 3 years because of lower base.

Types

Indian Ice Cream market can be segmented in three different ways, namely on the basis of flavors;
on the basis of stock keeping units / packaging and on the basis of consumer segments. On the basis
of flavors the market today has a number of flavors like vanilla, strawberry, chocolate, mango,
butterscotch a number of fruit flavours; dry fruit flavors traditional flavors like Kesar- Pista, Kaju-
Draksh etc.

The market is totally dominated by Vanilla, Strawberry and chocolate, which together account for
more than 70% of the market followed by butterscotch and other fruit flavors.

1. Amul - Market Leader with share of 40%

2. HUL - Kwality Walls - 2nd biggest player
3. Mother Diary
4. Arun - Chennai Based Hatsun Agro Product
5. Metro Daily - Kolkata based
6. Aavin - Tamil Nadu based
Recent Happenings

1. HUL's Moo (Nutritional Ice Cream) - targeted at Kids

2. As Mother Dairy has competency cold chain distribution as they have Safal brand (frozen peas,
corn, juices and mixed vegetables) under their portfolio, they have expanded from Delhi to
Bangalore, Hyderabad, Chennai, Punjab, Rajasthan, UP & Uttaranchal. Due to this and other brand
extensions in the pipeline, Mother Diary expects their turnover by 20% this year over their present
size of Rs. 2800 Rs. Cr.
3. Aavin, the cooperative sector milk and dairy products marketer in Tamil Nadu, has launched a low
sugar variant of ice creams in the market. According to an official press release, the ice cream
`without added sugar' is ideal for diabetics and safe for children and mothers-to-be. This variant has
just 80 calories and has 16 mg of sweetener against 8,000 mg of sugar in the traditional ice creams.
The ice cream conforms to the US and domestic food regulations,
28
the release said
4. GCMMF launched its pro-biotic ice creams that have live beneficial culture that confer
beneficial health effects such as improving immunity and digestion and strengthening bones. It also
introduced a sugar-free ice cream range and is planning a Web site on ice creams. There two ranges
are - Amul Prolife and Amul Sugar free. According to Mr. R.S. Sodhi, GM Marketing, Amul,
Amul hopes to build the pro-biotic range into a Rs 100- crore brand within the next two-
three years. While Amul had earlier tested this market segment through the launch of an isabgol-
enriched ice cream, this is company's first full-fledged attempt at capturing a good share of the pro-
biotic enriched foods market in India. Both the brands are available in 125 ml (Rs 15), 500 ml and
1.25 litre (Rs 120) packs in five flavours, vanilla with chocolate sauce, strawberry, chocolate, shahi
anjir and fresh litchi. On the retail front, it intends to hike its Amul parlours from 600 to 10,000 by
2010
5. Arun Ice Creams, the ice cream brand from Hatsun Agro Product Ltd, is launching a new range of
ice cream outlets, Arun Ice Creams Unlimited. Hatsun Agro, which is the largest private dairy in
India, plans to make available its range of dairy products at the conventional Arun ice cream outlets
operated through franchisees. This network will also be expanded. The new range of outlets will sell
ice cream by the scoop, `aggressively priced' at Rs 20 a scoop of 100 gm, Mr Chandramogan said. A
feature of these parlours will be the wide selection of flavours, over 25 flavours with five new
substituted for the existing ones
each month to ensure more variety. The company is investing over Rs 15 lakh in each of these
outlets.

Few Brands/ Target Consumers

1. Youth Centric - Chills

2. Kids - Moo
3. Teenagers - Cornett
4. Health Conscious - Amul Sugar free & ProLife

This summer mother diary targeted children with the baseline — `Jagaye Andar ka Bandar' while it
is luring adults with the message `Give In'.
Interesting piece of information: Hawking is not allowed in Mumbai which makes 1/3rd of business
for HLL. Rest is contributed by retail outlets

Future of Ice Cream Market in India

Ice Cream market will expand with increase in number of malls - HUL has been increasing their ice
cream outlets - Swirl. Few years consumers use to go out for walk after dinner and use to buy ice
creams from hawkers. But now consumer who often visit malls for entertainment
prefer to buy ice creams during different times of the day as it is visible upfront and feel like
spending Rs. 50 for that tasty chocolate swirl with cake and nuts. As marketers are understanding the
different needs of consumers, be it health conscious people, kids, youngsters, young etc, and coming
up with products specific for them... with portfolio of flavors, consumer today has plethora of
options at hand to choose from and therefore high probability of buying one more scoop of ice
cream. Also with increasing wallet size and innovative modern retail formats, it has definately given
a philip to the ice cream industry in India.

29
 MARKETING RESEARCH

Marketing research plays an important role in the process of marketing. Starting with market
component of the total marketing talks. It helps the firm to acquire a better understanding of the
consumers, the competition and the marketing environment.

DEFINITION

“Marketing research is a systematic gathering, recording and analysis marketing problem to facilitate
decision making.”
- Coundiff & Still.

“Marketing research is a systematic problem analysis, model building and fact finding for the
purpose of important decision making and control in the marketing of goods and services.
- Phillip Kotler.

MAIN STEPS INVOLVED IN MARKETING RESEARCH

Defining the Marketing Problem to be tackled and identifying the market research problem involved
in the task.

(1) Define the problem and its objectives.

(2) Identify the problem.
(3) Determine the information needed.
(4) Determine the sources of information.
(5) Decide research methods.
(6) Tabulate, Analyze and interpret the data.
(7) Prepare research report.
(8) Follow-up the study.

(1) Define the problem and its objectives :- This includes an effective job in planning
and designing a research project that will provide the needed information. It also includes
the establishment of a general framework of major marketing elements such as the industry
elements, competitive elements, marketing elements and company elements.

30
(2) Identify the problem :- Identifying the problem involves getting acquainted with the
company, its business, its products and market environment, advertising by means of
library consultation and extensive interviewing of company’s officials.

(3) Determining the specific Information needed :- In general the producer, the
manufacturer, the wholesaler and the retailer try to find out four things namely :-

(1) What to sell

(2) When to sell
(3) Where to sell
(4) How to sell

(4) Determine the sources of information :-

(a) Primary Data :- Primary datas are those which are gathered specially for the project at
hand, directly – e.g. through questionnaires & interviews. Primary data sources include
company salesman, middleman, consumers, buyers, trade association’s executives & other
businessman & even competitors.
(b) Secondary Data :- These are generally published sources, which have been collected
originally for some other purpose. Source are internal company records, government
publication, reports & publication, reports & journals, trade, professional and business
associations publications & reports.

(4) Decide Research methods for collecting data :- If it is found that the secondary data
cannot be of much use, collection primary data become necessary. Three widely used
methods of gathering primary data are

A) Survey
B) Observation
C) Experimentation
A) Survey Method :- In this method, information gathered directly from individual
respondents,either through personal interviews or through mail questionnaires or telephone
interviews.

B) Observation Method :- The research data are gathered through observing and recording their
actions in a marketing situation. This technique is highly accurate. It is rather an expensive
technique.

C) Experimental Method :- This method involves carrying out a small scale trial solution to a
problem, while at the same time, attempting to control all factors relevant to the problem. The
main assumption here is that the test conditions are essentially the same as those that will be
encountered later when conclusions derived from the experiment are applied to a broader
marketing area.

D) The Panel Research :- In this technique the same group of respondents is contacted for more
then one occasion; and the information obtained to find out if there has been any in their taste
demand or they want any special quality, color, size, packing in the product.

31
 a) Preparation of questionnaire
b) Presetting of questionnaire
c) Planning of the sample

(5) Tabulate, Analysis and Interpret the Data :-

The report must give/contain the following information:-

a) The title of research

b) The name of the organization for which it has been Conducted
c) The objectives of research
d) The methodology used
e) Organization and the planning of the report
f) A table of contents along with charts and diagrams used in the reports
g) The main report containing the findings
h) Conclusion arrived at end recommendations suggested
i) Appendices (containing questionnaire / forms used sample design, instructions.)

(6) Follow-up the study :- The researchers, in the last stage, should follow up this study to
find if his recommendation are being implemented and if not, why

32
 RESEARCH DESIGN

“Advertising is a paid form of non-personal presentation and promotion of ideas,

goods or services by an identified sponsor.”

1. RESEARCH PROBLEM

 Increase the awareness level of AMUL PROLIFE & SUGARFREE ICECREAM.

 Seek the general perception of consumer towards AMUL ICECREAM

 To find the performance of AMUL ICECREAM vis-à-vis other Brands.

 To know the consumer psyche and their behaviour towards AMUL

PROLIFE & SUGAR FREE ICECREAM.

Scope of the Study

This study will help in comprehensive analysis of AMUL APO’S /A class outlets. At the same time it
was intended to find about the potential of Prolife & Sugar free ice cream in different APO’S, and
about problems or issues and suggestions towards the company
Sources of the data collection: -

Primary sources: - Information by company personal, outlets &APO’S

Suggestions by Distributor

33
Secondary sources: - www.amul.com
www.google.com
www.managementparadise .com
Data collection tools
 Questionnaire
 Interviews.
 Meetings.

Sampling Design
Sampling Technique: - Sampling technique is the convenience sampling. There were many
individual A class outlets & company APO’S involve in different kinds of acceptation toward the
Prolife & Sugar free ice cream.

Sample size: -
Sample size is 50 – 100 A class outlets/ APO’S and Consumer.

2. RESEARCH OBJECTIVES & Related sub objectives

 To know awareness of people towards Amul Prolife & Sugar free Icecream .

 To know in which segment ice cream are mostly like/preferred.

 To know which advertisement tool is mostly preferred by people.

 To know the preference of Amul Sugar free ice cream with comparison to other competitive
brands.

 To know the factors which affects consumer’s buying behaviour to purchase prolife & sugar
free icecream.

 Create awareness about the Probiotic icecream

 To collect the detailed data by filling up the questionnaire from the APO’S/A class outlets or
parlors

 To collect the detailed data with respect to AMUL Outlets.

34
  To collect information about the AMUL Prolife & Sugar free ice cream by different APO’S
& A class outlets

 To collect detailed information about the price, supply or any required improvement towards
the AMUL Prolife & Sugar free ice cream.

 To give suggestion provided by the outlets to the company for improvement of AMUL
Prolife & Sugar free ice cream/Products

3. Information Requirement

 First, I had to know about all the competitors present in the Iceceam

 Segment (Reputed and well established brands as well as Local brands).

 Before going for the survey I had to know the comparative packs and Prices of all the
competitors existing in the market.

 Since Icecream is a product that attracts children and youngsters hence I had to trace the
market and segment it, which mainly deals with people of various age groups.

 As Icecream is different product, the main information needed is the various types of
icecream available in the market, their calorific value and various other facts. They can be
termed as :

 Amul Probiotc prolife & sugar free icecream is different segment which is mainly made for
those people who are very concern about his health so , I had to trace this segment

4. Choice of Research design – Alternatives & choice

Despite the difficulty of establishing an entirely satisfactory classification system, it is helpful to

classify marketing research on the basis of the fundamental objectives of the research. Consideration
of the different types, their applicability, their strengths, and their weakness will help the student to
select the type best suited to a specific problem.

The two general types of research are:

EXPLORATORY RESEARCH

35
Exploratory research seeks to discover new relationship, emphasis on discovery of ideas.

Marketing researches devote a significant portion of their work on exploratory studies when very
little is known about the problem being examined.

CONCLUSIVE RESEARCH

Conclusive studies attempts to determine the frequency with which something occurs or the
relationship between two phenomenons. Usually conclusive studies assume certain under underlying
characteristics of the market or have some precise statement of research questions/hypothesis.

5. RESEARCH INSTRUMENT USED - DETAILS & WHY?

If one wants to know what type of dentifrice people use, what they think of, television commercials,
or why they buy particular brands of cars, the natural procedure is to ask them. Thus, the
questionnaire method has come to be the more widely used of the two data collection method. Many
consumers are now familiar with the telephone caller who greets them with “We are making a
survey”, and then proceeds to ask a series of questions. Some interviews are conducted in person,
others by telephone, and others by mail. Each of these has its special advantages and disadvantages
and limitations. The questionnaire method in general, however, has a number of pervasive
advantages and disadvantages. Discussion of particular variations will be more meaningful if these
characteristics of the general methods are brought out first.

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:

 Multiple choice questions

 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.
36
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’.

SAMPLING METHODS

Sample design is a definite plan of obtaining some items from the whole population. The sample
design used in this project is two state sampling i.e. cluster sampling and convenience sampling. The
whole city was divided into some geographical areas like in Central Delhi and I have chosen
Dariyagunj, DMRC, NFC, APO’S, A CLASS OUTLETS. The total sample size was 50 -100
outlets .

CLUSTER SAMPLING

Here the whole area is divided into some geographical area and a definite number of consumers were
to be surveyed.

CONVINIENCE SAMPLING

This type of sampling is chosen purely on the basis of convenience and according to convenience.I
visited Dariyagunj, ITO, NFS’S, APO;S, A class Outlets and Dealers.

SAMPLING

Sampling Technique: Non probability sampling technique that in which each element in the
population does not have an equal chance of getting selected

Sample Unit: People who buy Amul Prolife ice cream available in retail outlets, superstores, etc

Sample size : 50 to 100 APO’S, A class outlets, parlours Consumer (Age ranging
between 15 yrs to 65 yrs)

Method : Direct interview through questionnaire.

37
 Data analysis method: Graphical method.

Area of survey: New Delhi (Central Delhi).

FIELD WORK- METHOD USED FOR DATA COLLECTION

 Questionnaire was prepared keeping the objective of research in mind.

 Questions were asked to respondents as regards to there willingness to purchase Ice cream.

 The help of questionnaires conducted direct interviews, in order to get accurate information.

 In order to get correct information I had to approach consumers ranging from 15 yrs to 65
yrs.

 I visited as many respondents as I can and asked them their real likings about any iceream

 It is really a Herculean task to understand Consumer Behaviour, as the definition suggest,

“Consumer behaviour is a physical activity as well as decision process individual engaged
in when evaluating, acquiring, using and disposing goods and services”.

 In order to collect accurate information I visited to APO’S (Amul preferred outlets), A

class outlets, Parlours , , each and every question was filled personally by the respondents
and checked properly.

 People were not willing to answer, when they were contacted between 1.00 pm to 5.00 pm,
the time when most of the people take rest during the scorching heat.

38
 Primary Tabulation & Interpretation
CONSUMER

[1] What kind (Company) of Ice cream do you eat?

Branded 92 %
Non branded 08%

COMPANY
NON BRANDED
8%

BRANDED
92%

39
 INFERENCE

92% respondents in the region of Delhi consume Branded Icecream, while 8% still
consume non branded.

[2] Which company do you mostly preferred?

Kwality Walls (Hul) 30 %

AMUL 25 %
Mother Dairy 22 %
Vadilal 13 %
Others 10%

COMPANYPREFFERENCE
KWALITYWALLS AMUL MOTHER DAIRY VADILAL OTHERS

10%

30%
13%

22%

25%

INFERENCE
40
Mostly children & teenagers likes icecream in their families. So we should give stress
on children & tenager segment to increase market share. Young & old people also
using icecream for consuming & for giving as a gift.

[3] Which ice cream flavor do you like?

Vanilla 60%
Butterscotch 30%
Strawberry 06%
Other 04%

Flavour
OTHERS
STRAWBERRY

BUTTERSCOTCH

VANILLA

41
INFERENCE

The above diagram suggest that the most preferred form is bar i.e. 60%, followed by i.e. 30%,
Vanilla are all time favorites with
06% while other forms are preferred to the extent of 6%.

[6] Do you know about the Amul Prolife (Probiotic) ice

cream?

YES - 38 NO - 62

AMULPROLIFE(PROBIOTIC) AWARENESS
YES N0

38%

62%

42
INFERENCE

Mostly people do not have any knowledge about the probiotic ice cream

[7] DO you have any knowledge about the Probiotic ice

cream?

PROBIOTICAWARENESS

YES
40%

N0
60%

43
INFERENCE

60 % OF People do not aware about the mean of Probiotic icecream.

[8] Have you ever tasted Amul Probiotic Sugar free ice
cream?

Yes 70 %
No 30 %

TASTE

YES
NO

44
INFERENCE
The chart shows that 70% respondents have tasted Amul Prolife ice cream, while still
30% have not tried Amul ice cream.
Amul must use proper techniques in order to cater the needs of every common man.

[9] Can you recall AMUL advertisement towards Prolife ice

cream?

Yes 32 %
No 68 %

ADRECALL

YES
NO

45
INFERENCE

Here it was observed that only 32% respondents in the city of Delhi were able to
recall Amu Prolife advertisement. This shows how much Amul lags behind in
promotional activities and advertisement. Therefore Amul must use strong
promotional activities and advertisement in order to retain their potential consumers.

[10] Who uses Amul prolife probiotic & sugar free ice cream
in your family?

 Children
 Teenager
 Adult
 Old person

USES(AMULPROLIFE& SUGARFREE)

CHILD
30%
OLD
40%

TEENAGER
10%

ADULT
20%

46
INFERENCE

We can clearly gauge from the pie chart that 40% of the old person preffered Amul
Prolife sugar free ice cream, after the children having 30% preference because both
segment is very conscious about his health.

[11] What is the frequency of purchasing ice cream?

Daily 17 %
Weekly 22 %
Fortnightly 13 %
Occasionally 48 %

47
 OCCASIONALLY
PURCHASINGFREQUENCE 48%

WEEKLY
22%
Other
61%
DAILY
17% FORTNIGHTLY
13%

INFERENCE

The frequency of icecream differ a lot where 17% respondents buy it daily, 22%
weekly, 13% fortnightly, and there is a Hugh chunk of people who buy icecream
occasionally.

[12] How do you scale your ice cream?

ATTRIBUTE POOR AVERAGE GOOD EXCELLENT

48
 PRICE 48% 22% 23% 07%

SWEETNESS 20% 14% 20% 46%

PACKAGING 33% 18% 12% 37%

HEALTHY 12% 16% 23% 49%

SCHEMES 37% 13% 17% 33%

AVAILABILITY 12% 15% 23% 50%

[13] If you have choice which ice creams will you preferred?

49
 1. AMUL PROLIFE (PROBIOTIC) ICECREAM
2. KWALITY WALLS FRUIT & NUT ICECREAM
3. MOTHET DAIRY DOUBLE PACK CHOCOLATE
4. OTHERS

ICECREAMPREFFERENCE

OTHERS
10%
MOTHER AMUL PROLIFE
DAIRY DOUBLE 33%
PACK CHOCO
22%

KWALITYWALLS
FRUIT NUT
35%

INFERENCE

The above pie chart shows, 35% of consumer always preferred fruit nut ice cream but
the difference between Amul Prolife ice cream (33%), says that they are very
conscious about his health.

OUTLETS & PARLOURS

50
[1.] Consumer level of acceptance toward Amul ice cream?
TABLE NO .3
LEVEL NO. OF RESPONDENT PERCENTAGE OF
RESPONDENT
HIGH 25 50%
MODERATE 15 30%
LOW 10 20%
TOTAL 50 100%

COSUMERLEVELACCEPTANCE
COSUMER LEVEL ACCEPTANCE

50

30

20

HIGH MODERATE LOW

INFERENCE

From the above chart I can say that the consumer’s level of acceptance towards
AMUL ice cream is very high, their percentage more than 45%.

[2] Does the packing of the ice cream influence customer to

purchase it?

51
 Yes – 60 % No - 40%

PACKAGING
YES NO

40%

60%

Findings & limitation for the Potential of Prolife & Sugar free Brand
of Amul ice cream in Central Delhi

52
Scope of study is to help in comprehensive analysis of prolife & sugar free ice cream of AMUL. It
also tends to the A class outlets and APO’S view about the important aspect of the company with
reference to its Prolife & Sugar free ice cream & other product.

From the study I have also got the information about the AMUL parlors, A class outlets and APO’ S
in central Delhi. It also give information about the level of satisfaction from the outlets towards the
AMUL prolife & sugar free ice cream. By the findings through the analysis and interpretation which
I have done with different APO’S & outlets .I said that their were no problems and issues in APO’S
& A class outlets towards AMUL Prolife & sugar free ice cream in Central Delhi.

LIMITATION

 Limited time available for interviewing the respondents. As a result of this it was not possible
to gather full information about the respondents.

 When I interviewed children and teenagers, sometimes they use to

 give answers under the influence of their parents or elders.

 As summer training is going under summer season so sometimes

 people are less interested in filling up questionnaire..

 Non-cooperative approach and rude behavior of the respondents.

 If the respondents answer does not falls between amongst the options given then it will turn
up to be a biased answer.
Some time outlets and parlours owner did not give proper knowledge and time about my
queries.

FINDINGS

53
  From the research I found that in Central Delhi there are about 4 APO’S ,8 A class outlets &
20-25 small shops who purchase AMUL Prolife & sugar free ice cream/ products.

 There are 4 APO’S (AMUL Preferred Outlets) in Central Delhi which are the exclusive
AMUL outlets, they sell only AMUL products.

 The prices of AMUL Prolife & Sugar free ice cream as par with same other AMUL ice
cream.

 The outlets order processing from distributor or company is done by phone or companies
sales person who used to visit distributors office and APO’S.

 The APO’S & A class outlets have their separate D/F for AMUL ice cream/product.

 The logistic involved for making products available to the final customers are tempos
or trucks depend upon the order by distributor.

 The company has launched their ice cream quarterly.

 The consumer level of acceptance towards AMUL ice cream/product is very high.

 The APO’S & A class outlets did not face any difficulty / problem about supply of materials
provided by the company.

 During the survey it was found that still there are 60% people who have not
tasted Amul Prolife Sugarfree icecream.

 Lake of Awareness in consumers. Many people are not know about Amul Prolife Sugarfree
icecream specially children and teenagers.

 As I found that the main product of Amul is Milk and company firstly wants to capture
maximum market share in milk market which is approx. 66%, after it Amul is concentrating
upon butter & cheese which has market share of approx. 88%, so it is not concentrating upon
icecream.

 When I interviewed people then many of the people can not recall Amul icecream
advertisement. It shows Lake of Promotion Activity
 There is lake of Sales Promotional Activities i.e. , extra weight, quiz contest etc.

 Mother Dairy is main competitor and strategically better performer then Amul.

 I find the main thing is that “Amul” brand name has very good image in consumer’s mind and
they consider it as Pure & Good Product.

 People who have tasted Amul Icecream are not ready to purchase the same again because of
improper availability

SUGGESTIONS
54
 In order to maintain and increase the sales in the city of Delhi, the following
recommendations regarding Amul Prolife ice cream; particularly regarding advertisement,
distribution, promotional policies, etc, are hereby suggested:

 First and foremost Amul should take proper action in order to improve service, because
although being on a top slot in Butter and milk supplies it does not get the sales in icecream,
which it should get.

 Company should use brand ambassador which attracts each age segment i.e. Saniya Mirza,
Shaktimaan, Amitabh Bacchan, Superman, Krrish, Jadoo etc.

 Amul should give local advertisements apart from the advertisements given at the national
level. Local advertisement must mention the exclusive Amul shops of the city.

 Company should launch Prolife sugarfree icecream in new attractive packing to change
image of Amul icecream in consumers mind.

 Company should introduce sales promotion schemes like free weight, cutting knife, contest,
free gifts etc.

 Company should launch icecream in new flavors like –

Mix Fruit
Pineapple
Elaichi
Coffee
Banana
Mango

 The company needs to improve their packaging material quality. Packaging is one of the
main areas of disagreement with the ice cream because the packaging of the Prolife & Sugar
free ice cream creates problem with caring and forwarding

 Company should have to open more APO’S & A class outlets because total number of outels
in delhi is very less.

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 CONCLUSION

As we know that Amul is very big organization and market leader in dairy products. It has
maximum market share in Milk, Butter and Cheese, which are its main/core products. As we know
Amul is a co-operative organisaion but icecream industry is a profitable industry we can’t ignore it.
With the help of research, company can find out its week points in Prolife icecream product and can
increase its market share through rectify mistakes. People have believed in Amul’s product and they
will accept its icecream also if effective actions were taken.

The survey resulted into following conclusions:

 Amul must come up with new promotional activities such that people become aware about
Amul Prolife Sugar free icecream

 Quality is the dominating aspect which influences consumer to purchase Amul product, but
prompt availability of other Prolife Sugar free icecream brands and aggressive
promotional activities by others influences the consumer towards them and also leads to
increase sales.

 In comparison to Amul Prolife Sugar free ice cream, the other players such as Kwality
Walls, Mother Dairy, and Vadilal provide a better availability and give competition to the
hilt.

 People are mostly satisfied with the overall quality of Amul Prolife Sugarfree icecream, but
for the existence in the local market Amul must use aggressive selling techniques.

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 BIBLIOGRAPHY

1. www.amul.com

2. www.amuldairy.com
3. www.google.com

4. www.marketresearch.com

5. www.dairy.com
6. Research Methodology. ( Harper W.Boyd, C. R. Kothari )

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 APPENDIX

QUESTIONNAIRE

I am a student of PGPM from INDIAN INSTITUTE OF

PLANNING AND MANAGEMENT, NEW DELHI conducting a survey
on Potential of Amul Prolife & Sugar free ice cream

[1] What kind of Ice cream do eat?

Branded ______ Non-branded ______

[2] Who uses Amul Prolife sugarfree icecream in your family?

Children Teenager
Young Old

[3] What Icecream flavour do you like?

Vanilla _____ Butterscotch _____
strawberry _____ Other _____

[4] By which media you prefer to watch advertisements?

Television Hoardings
Newspapers Magazines
Others (Mention)

[5] What factors effects you in a chocolate advertisement?

Brand ambassador _______ Jingles ________
Comedy _______ Music ________
Others (Mention) _______

[6] Have you ever tasted Amul Prolife ice cream ?

Yes _____ No ______

[7] Can you recall AMUL icecream advertisement?

Yes ____ No ____

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[8] What is the frequency of purchasing ice cream?
Daily ______ Weekly _______
Fortnightly ______ Occasionally _______

[9] How do you scale your Chocolate?

ATTRIBUT POOR AVERAG GOOD EXCELLEN

E E T

PRICE

SWEETNESS

PACKAGING

SOFTNESS

SCHEMES

AVAILABILIT
Y

[10] Which company ice cream do you like most?

AMUL ____________
KWALITY WALLS ____________
VADILAL ____________
MOTHER DAIRY ____________
OTHERS ____________

[11] Why do you prefers Amul Prolife ice cream?

______________________________________________
______________________________________________
______________________________________________
______________________________________________

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[12] Have you got any complain about Amul ice cream?

Taste -

Packaging -

Rates -

[13] Did you receive any separate demand towards Amul prolife&
Sugar free ice cream from the consumer?

[14] How does the pattern of sales changes after launched Amul
Prolife &sugar free ice cream?

[A]. Prolife & Sugar free ice cream eat into the share of other Amul
ice cream

[B].Prolife & sugar free ice cream cut into the share of rival brand
while not affecting sales of other Amul ice cream

[C]. Sale of Amul ice cream & rival ice cream stay unaffected while
brand extensions bring in new customers

NAME: ___________

AGE: ___________

10-15 15-25 25-35 35-45 45 and

above

THANK YOU
_________________
______________

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