1. A
Presentation
on
“Detailed study of Sugar free ice cream
and
competitor products in the same segment.”
By Group 4:
Ankit Sood
Azhar Mallick
Mayank Sapra
Simanta Das
2. Objectives
• To study the level of consumption and preference of sugar
free ice cream of different brands.
• To study the influence of demographics in consumption of
sugar free ice cream.
• To draw conclusions about the factors leading sugar free ice
cream demand.
• To get retailers and customer suggestions to improve sales of
sugar free.
3. Amul Sugar free ice cream
• In January 2007, Amul introduced sugar free and prolife
probiotic wellness ice cream, which was the first in India.
• This range of Sugar free, LOW FAT Diabetic Delight & Prolife
probiotic Wellness ice cream was created to target the health
conscious people.
10. • As observed in the market, few of our competitors have a
wider range of seasonal flavors as compared to our existing
range.
• So we would suggest Amul to work upon few seasonal
flavours, e.g.; Mango, Litchi, Jamun, etc.
Observations (contd.)
12. • According to the consumers’ feedback to the retailers, Amul’s
sugar free ice cream takes a sand like texture after it crosses a
certain period at the shelf.
• This could be due to the higher overrun thereby introducing
more air into the base.
Observations (contd.)
15. • Based on the retailers responses, it was evident that flavors
play a major role in the buying preference of consumers.
• Similarly as per the consumers response, the demand for
vanilla and chocolate is considerably high as compared to the
other flavors.
• So, we would suggest Amul to bring back it prior product,
‘Vanilla with chocolate sauce’.
16. • Amul should preferably associate itself with some
pharmaceutical brand to promote its wellness products like
‘sugar free’ ice creams.
• Similar to what Havmor has done by associating itself with
Zydus Cadila for its sugar free range of ice creams.
18. Objectives
• To improve the sales of wellness category products.
• To check the feasibility of an alternate channel for the market
penetration of these products by isolating them from the
existing distribution channels.
21. • As part of our minor project for wellness category distribution
channel, we would suggest deploying dedicated and trained
salesmen at the WD points to push these products & to create
better awareness about them.
• This is due to the issue that the current salesmen simply
performs his normal duty of taking orders.
23. WD salesman reminding about sugar
free while taking orders
*As per 134 responses given by retailers
24. Advertisement affecting brand loyalty
As a common recommendation for both the research projects:
• It would be effective if we increase our branding activities for
wellness products at the point-of-purchase, similar to what we have
done for EPIC & Crème Rich.
