The document discusses the FMCG sector in India, which has grown from $30 billion in 2011 to $74 billion in 2018. It specifically focuses on the branded ice cream market, where Amul has the largest market share of 40%. However, Amul ice cream is facing challenges of lack of promotion, attractive packaging from competitors, low profit margins for retailers, and distribution and availability gaps. Various research methods are suggested to understand customer preferences and retailer expectations to help Amul address these challenges and better compete in the ice cream market.

2.  FMCG sector in India ( $30bn in 2011 to
$74bn in 2018)
 FMCG goods
 Rural – set to rise
 Urban trends
 Top Companies

3.  Worth 2000cr
 Branded Ice cream market : Amul No1 with
market share of 40%
 Per capita consumption – 300ml per annum
 Strong distribution network & Good cold
chain infrastructure
 Main market – Ahmedabad
 Major Players

4.  Amul dairy
 Managed by Gujarat Co-operative Milk
Marketing Federation Ltd. (GCMMF)
 Increase sales of Amul dairy products
 Lack of promotion
 Attractive packaging by competitors
 Low profit margin & replacement issue
 Danglers in every retail shop
 Visibility through merchandising

5.  Understand Ice cream sector
 Spread awareness about various Amul
products esp. Kulfis
 Understand customer needs
 To determine the factors influencing the
choice of customers regarding Amul Kulfi
 Effectiveness of marketing strategy & Sales
promotion
 Retailer’s expectations from company
 Distribution gap in the market

6.  One to one conversation with the owners or
person in-charge of the outlet
 Consumer survey – Online form filling
 Questionnaire methods for collecting data
about consumer preference

7.  Good market reputation in Mumbai
 Customer satisfaction
 Varied range of products
 Quality and price sensitive
 Amul is the best brand – small segment

8.  Need to open more Amul Ice cream parlors
 Aggressive advertising is needed
 Increase availability of products
 Better margin for retailers