Big Brand-Amul Ice Cream.

1. Presented by Tanya and Alex..

2. AMUL - The Taste Of India
❖ Established in 1946
❖ Founder - Edwin Roys
❖ Headquarters - Anand, Gujarat, India
❖ Started out of White revolution by Dr.Varghese-1963
❖ India’s 4th Largest FMCG Company
❖ Total Net worth - ₹ 386 Billion in 2022

3. AMUL ICE-Cream
➢ Launched on 10th March, 1996,Gujarat
➢ In 1997 Amul Ice Creams entered Mumbai followed
by Chennai in 1998, Kolkata and Delhi in 2002
➢ It was rolled out across the country in 1999
➢ Achieved market share of 40% in Ice-Cream markets
➢ Introduced SUGAR FREE & Pro Life Probiotic Wellness
Ice Cream, which was a first in India in 2007

4. Product Features
➔ Made from Fresh Milk : No added vegetable oil, hence no
Frozen Dessert
➔ Best Ingredients : Fresh Milk, Superior
Fruits and Nuts, Fruit Pulp etc.
➔ Shelf Life : Plain Flavour- 12 months
Nuts & Fruits Flavour- 6 months
➔ Sugar Free Probiotic : Sugar-Free Probiotics in Ice Cream
products were introduced for the first time in India by
this firm- 2007

5. Various Variants of Amul ICE-Cream
CUP ICE CREAM STICK ICE CREAM CONE ICE CREAM TUB ICE CREAM

6. CUP ICE-CREAM
Jumbo Cups (125 ml)
Rs. 35
Premium Cups (100ml)
Rs. 75
(100 ml)
Rs. 25
(65 ml)
Rs. 10

7. STICK ICE-CREAM
40 ml
(Rs. 15)
35 ml
(Rs. 10)

8. CONE ICE-CREAM
50 ml
(Rs. 15)
.
35 ml
(Rs. 10)

9. TUB ICE-CREAM
1 Ltr
(Rs. 215)

10. Sales Promotion
Main promotional activities carried by
AMUL ICE-Cream :
➔ BOGO Strategy
➔ Reduction in prices
➔ Ties up with television show

11. SWOT Analysis
STRATEGY WEAKNESS OPPORTUNITIES THREATS
Biggest sourcing
base for Milk.
Growing competition
Creating awareness
through Internet
promotion and TV
Shows
Fierce competition
from other brands
Penetration pricing
strategy. High Operational Cost
Mobile vans for better
visibility
Local ice creams
and sweet dishes
Good product range
include various
flavors
Distribution Problems International Expansion
Other company’s
coming up with
different strategy
and promotion

12. Distribution Channels

13. Major Competitors
➢MOTHER DAIRY
➢KWALITY WALLS
➢HAVMOR
➢VADILAL

14. CONCLUSION
Amul means different things to different people
To a Milk Producer - A Life enriching experience
To a Consumer - Assurance of having nutritious milk
To a Mother - A reliable source of nourishment for her child
To the Country - A Rural development and Self reliance

15. Liquid Ice Cream
100 ml
Rs.35
200 ml
Rs.60
Features
➔ Easily Portable
➔ Cost Effective
➔ Shelf Life - 3 months
➔ Made using less Preservative
➔ Lactose and Gluten Free
➔ Sugar Free Probiotic
➔ Available in Basic flavors -
Vanilla, Chocolate & Strawberry

16. Presented By -
Alex & Tanya
BBA 2nd Year…..