Downloaded 273 times
Amul ice cream ppt
- 1. Presented By: Harsha Dhanuka ShailyManohat Sweta Jhunjhunwala Varsha Dugar
- 2. • Amul- TheTaste of India • Overview of Amul Ice Cream • Positioning and Repositioning • SWOT Analysis • Advertising • Sales promotion • Distribution System • List of Hypotheses • Analysis of data • Net take away
- 3. • Established in1946 • Started out of white revolution by Dr Varghese • Formed an apex cooperative organization GCMMF which today is jointly owned by some 2.2 million milk producers in Gujarat • India’s 4th largest FMCG company • Total net worth is 12000 crores in 2011-12
- 4. • Asia’s top10 ice cream brands • Achieved a market share of 38% • Combated competitions with Kwality Walls, Mother Dairy and other prestigious brands • Introduced sugar free & prolife probiotic wellness ice cream for the first time in January 2007
- 5. • Positioning - focusedon children - taste was the prime factor • Repositioning - focus shifted to Youth - brand focuses on taste as well as health
- 6. STRENGTH • Biggest sourcing basefor milk • 39% of market share is in the national ice cream market • Penetration pricing strategy • Reputation of high quality WEAKNESS • Non availability of customization • Less attractive packaging • Distribution problems OPPORTUNITIES • Creating awareness through internet promotions • Growth in this segment is high • Enhancing distribution coverage THREATS • Fierce competition from local brands • Low entry barrier • Vadilal coming up with the new strategy and promotions SWOT Analysis
- 8. Promotional activities carried outby AMUL ice cream BOGO strategy Reduction in prices Ties up with television show
- 9. • Kwality walls •Mother dairy • Baskin & Robbins • Vadilal
- 10. • Traditional Distributors -Carry Forward Agents (CFA) - Distributors -Wholesale dealers - Retailers • Modern Distributors - Designated distributors - Retail Store Chains
- 11. • Terms ofsale -Distributors pay in advance -Retailers buy on Credit • Region specific Distributors -Urban -Rural
- 12. • H1: Amulis a more salient brand to its competitors. • H2: Amul being a premium brand has given a tough competition to Baskin Robbins in the Ice Cream category • H3: Amul has been successful in justifying its tagline.
- 13. • H1: Amulhas taken care of all age groups hence it came up with wide range of flavors starting from exotic Honey Banana to Kesar pista and many more • H2: Amul ice cream faces stiff competition with Kwality Walls, Mother Diary and Baskin Robbins • H3: The punch line for Amul ice cream is “ REAL MILK, REAL ICE CREAM” as they offer best quality product made of real milk and not of vegetable oil
- 14. • Questionnaire method -open ended questions - close ended questions • Sample Size - 60
- 15. Q1.Do you eatIce Cream? According to the survey of 60 people, 95% of them eat ice cream and 5% do not eat ice cream 95% 5% Percentage of Ice cream user Yes No
- 16. Q2. Which brandcomes to your mind when you think of an ice cream? Ans : From the survey, it is known that people prefer more of Kwality Walls as compared to the rest of the brands.
- 17. Q3.Which other brandsyou know? 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Vadilal Amul Kwality Walls Baskin & Robbins Mother Diary Cream Bells Other Brands people know
- 18. Hypotheses 1 hasbeen proven wrong. • By comparing the other brands with AMUL, we can see that Kwality Walls is a more preferable brand than others.
- 19. Q4. Associate thefollowing attributes with brands. Value for money Quality Taste Premium Availability Variants 0 5 10 15 20 25 30 35 40 45 Associating attributes with their brands. Vadilal Amul Kwality Walls Baskin & Robbins Mother Diary
- 20. Hypotheses 2 hasbeen proven wrong • Baskin & Robbins is a more premium ice cream brand than Amul
- 21. Q5. Rank thefollowing brands according to your preference. 0 5 10 15 20 25 30 35 40 Vadilal Amul Kwailty Walls Baskin & Robbins Mother Diary Percentage of Brands people like the most Vadilal Amul Kwailty Walls Baskin & Robbins Mother Diary
- 22. 0 10 20 30 40 50 60 Vadilal Amul KwalityWalls Baskin & Robbins Mother Diary Taglines associated with each brand Happy Food, Happy People Real milk, real ice cream A treat for every occasion Happiness ka Swaad More flavor, more fun 6. Identify the following taglines mentioned below.
- 23. Hypotheses 3 hasbeen proven right • Around 80% of the sample size are aware of Amul’s tagline and agreed that Amul has high content of milk
- 24. Amul hasto spent lots of time, work and money to imprint its brand in the minds of the consumers Amul has not considered tasty compared to other brand. Amul has not yet been perceived as a premium brand.
- 25.