The document is a project report on a gap analysis of Amul ice creams in the metro market of West Bengal. It was conducted from June to August 2014. The primary objective was to analyze Amul's retail network and understand retailer views on supply chain, issues, and suggestions for better penetration. Competitors' activities were also examined. Research methods included questionnaires with retailers and secondary data from distributors. Key findings were that Amul has high awareness but average coverage, while competitors like Kwality Walls have larger market share due to policies like providing free refrigerators to retailers. The report provided an analysis of Amul and competitors in the target market.

1. 1

2. 2
PROJECT REPORT ON
“GAP ANALYSIS OF AMUL ICE-CREAMS IN
METRO MARKET OF WEST BENGAL”
THIS STUDY WAS CONDUCTED FROM 4th
JUNE 2014
TO 4th
AUGUST 2014
AT
GUJARAT CO-OPERATIVE MILK MARKETING FEDERATION
LIMITED
BY- ROHAN BHAYANI ; MBA
FROM
AMITY GLOBAL BUSINESS SCHOOL
KOLKATA CENTRE
A REPORT SUBMITTED IN PARTIAL FULFILLMENT OF
THE REQUIREMENTS OF MBA COURSE DURING (2013-
2015)
COMPANY GUIDE
Mr Sandipan Dutta (Territory Sales Incharge), WestBengal

3. 3
PREFACE
The MBA program is a well structured and integrated course of business
studies.
The main objective of practical training at MBA level is to develop skills in
students 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 MBA program 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 to such subjects when we get the training in the
organization. It is only the training through which I came 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 MBA 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 and how it differs from the theoretical knowledge.
In todays globalize world, where cutthroat competition is prevailing in the
market, theoretical knowledge is not sufficient. Besides this, one need to have
practical knowledge, which would help an individual in his/her carrier activities
and it is true that “Experience is the best teacher”.

4. 4
CERTIFICATE
The following summer internship project report titled ---
“GAP ANALYSIS OF AMUL ICE-CREAMS IN METRO MARKET OF
WEST BENGAL” at Gujarat Co-operative Milk Marketing Federation Ltd.,
Kolkata from 4th
June 2014 to 4th
August 2014 is here by approved as a certified
study in management carried out and presented in a manner satisfactory to
warrant it’s acceptance as a prerequisite for the award of MBA
For which it has been submitted. It is understood that by this approval the
undersigned do not necessarily endorse or approve any statement made, opinion
expressed on conclusion drawn therein but approve the
Summer internship report only for the purpose it is submitted.
-------------------------------------------------------------
Signature of Officer in Charge
Kolkata, G.C.M.M.F Ltd

5. 5
DECLARATION
I hereby declare that the following project report titled
“GAP ANALYSIS OF AMUL ICE-CREAMS IN METRO MARKET OF
WEST BENGAL” at Gujarat Co-operative Milk Marketing Federation Ltd.,
KOLKATA is an authentic work done by me. It is to the best of my knowledge
and belief.
This is to declare that all my work indulged in the Completion of this Project
Report such as research, competitor analysis and sales promotion is a profound
and honest work of mine.
Date: Signature
Mr. ROHAN BHAYANI

6. 6
ACKNOWLEDGEMENT
With immense pleasure, I would like to present this project report for
GUJARAT 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 been possible without the
goodwill and support of the people around. As a student of AMITY GLOBAL
BUSINESS SCHOOL, I would like to express my sincere thanks to all those
who helped me during my practical training program.
I would like to thanks Mr S. K. Simlai the branch manager AMUL KOLKATA.
I would like to thank Mr Arindam chatterjee .I would also like to give my
heartily gratitude to the industry guide Mr Sandipan Dutta (Territory sales
Incharge) for having given me the opportunity to do my project work in the
organization, and lighted my way of progress with his guidance.
I would like to express my sincere gratitude to my Dean Ankita Chakrabarty
for the continuous support. I thankfully acknowledge the continuous support
and inspiration given to me by my Project Guide Prof. Soma Sinha Roy for
sparing her valuable time with me and giving all the guidance in executing the
project as per requirement .
I am grateful to my friends for giving support in my project. Lastly, I would like
to thank each and every person who helped me in completing the project
especially MY PARENTS.

7. 7
EXECUTIVE SUMMARY
In today’s competitive world while entering in the market it is very necessary to
have good knowledge of the potential of a particular market. The information
regarding the activities of competitor’s existing in the market is very essential in
chalking outour own plan.
It is also necessary to retain the existing customers apart from attracting the new
customers. The Project is concerned with the market analysis & sales
development of Amul Ice Cream in Kolkata, West-Bengal.
The project is included as a part of MBA Program and is carried out from 4th
June 2013 to 4th
August 2014.
1.1 Title:
“GAP ANALYSIS OF AMUL ICE-CREAMS IN METRO
MARKET OF WEST BENGAL”.
1.2 Organization:
“Gujarat Co-operative Milk Marketing Federation (GCMMF)”
1.3 Objective:
The Primary objective of study was to find size of retail network of Amul Ice
Cream in specific areas of Kolkata. In the study my intention was to go through
the retail network of Amul Ice Cream to know retailers view about supply chain
of Amul Ice Cream, to know the complaints of Amul Ice Cream and to find the
suggestions from retailers for more penetration of Amul Ice Cream in Kolkata
region.
The secondary objective was to find out about competitors activities, finding out
what all schemes they have been using to attract customers as well as retailers.
My intention was to find out the penetration of the schemes whether it is
working out for the competitors or not.

8. 8
1.4 Research Methodology:
Research type was descriptive. The research was done through retailers. I have
collected the primary data through questionnaire which was filled by retailers.
Questions were both open and close ended. The secondary data was collected
from the distributors and salesman.
Sampling done is non probability sampling. The type of sampling method was
Judgment sampling.
1.5 Findings:
In Kolkata region there are numerous number of players. Few of them are
KWALITY WALLS, METRO, MOTHER DAIRY, CREAM BELL.
As per the findings KWALITY WALLS is the Market leader and has the largest
market share. Awareness and acceptance of Amul Ice Cream among the
retailers as well as consumers is high but market coverage is very average.
1.6 Data Analysis:
The data analysis was done area wise. It gives idea about the competitors of
Amul Ice Cream. It gives information regarding their market share.
1.7 Conclusion:
It was concluded that Amul ice cream has a high potential in the market and is
highly preferred by customers, demand for the products are so much that
customers are shifting to other brands because of supply shortages.
Also certain policies adopted by Kwality Walls like that of providing free
fridges to retailers have hit Amul very dearly in terms of market coverage.

9. 9
INDEX
Sr. No. Chapter Name
Page
No.
1 Objective and scope of study 10
2 Company Profile 11-12
3 Introduction on Ice Cream Industry 13
4 Various Brands of Amul 14-16
5 Market Share of Ice-Cream Brands 17
6 Competitors Kolkata market 18-19
7 Competitors activity in Kolkata market 20
8 Research methodology 21-22
9 Data processing and analysis 23-33
10 Limitations 34
11 Conclusion 35
12 Suggestion and recommendation 36-37
13 Bibliography and webliography 38
14 Appendix 39-51

10. 10
Objective and Scope of Study
 To find the distribution gap in the market.
 To create proper branding for existing outlets and convert new outlets for
Amul.
 To check the awareness as well as level of satisfaction of retailers with
distributors & the company.
 To Analyse the competitors activity and profit margin through retailers
Need of Study
Managers are always curious about the position of their company’s products in
the market which largely depend upon the company’s goodwill, and the position
of their brand. In order to maximize the sale and profit, company must deliver
outstanding satisfaction to the retailers, wholesaler & customers. So market
survey of retailers, wholesalers & customers is required to chart out the position
of the company as compared to the competitors. It helps the organization to find
out if the brand is being sold most by the retailers along with their stocking and
also consumers buying preferences.

11. 11
COMPANY PROFILE
Amul is an Indian dairy co-operative, based at Anand in the state of Gujarat,
India. The word Amul is the derived from the sanskrit word Amulya, meaning
invaluable. The co-operative is also referred as Anand Milk Union Limited
(AMUL). Formed in 1946, it is a brand managed by a co-operative body, Gujarat
Co-operative Milk Marketing Limited (GCMMF ltd.) which today is the largest
milk producer in India. Amul spurred India's white revolution which made the
country the world’s largest producer of milk and milk products. Dr.Verghese
Kurien was the founder and chairman of GCMMF for more than 30 years (1973-
2006), was also known as the Father of White Revolution
2.1 Introduction & History :
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.The brand name Amul means “AMULYA”. This word derived from the
Sanskrit word “AMULYA” which means “PRICELESS”.A quality control
expert in Anand had suggested the brand name “AMUL”. 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. 18 billion in 2012).
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
has a proven model for dairy development (Generally known as “ANAND
PATTERN”).

12. 12
2.2 GCMMF Overview:
Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest
food products marketing organization. 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. Gujarat Cooperative Milk Marketing
Federation Ltd (GCMMF) is the largest Organization in FMCG industry
engaged in marketing of milk & milk products under the brand names of
AMUL and SAGAR with an annual turnover exceeding Rs11000 crores.
GCMMF is a unique organization. It's a body created by Farmers, managed by
competent professionals serving a very competitive and challenging consumer
market. It is a true testimony of synergistic national development through the
practice of modern management methods.
2.3 Vision:
GCMMF will be an outstanding marketing organization, with specialization in
marketing of food and dairy products both fresh and long life with customer
focus and IT integrated. The network would consist of over 100 offices, 8500
stockiest covering at least every Taluka. Head quarter servicing nearly 10 lakh
outlets with a turnover of Rs.17,000 Cr and serving several co-operatives.
GCMMF shall also create markets for its products in neighboring countries.
2.4 Mission:
GCMMF endeavors to satisfy the taste and nutritional requirements of the
customer of the world through excellence in the marketing by our committed
team. Through co-operative networking, we are committed to offering quality
product that provides best value for money.

13. 13
Introduction to Ice Cream Industry
The ice cream market growth picked up after de-reservation of the sector in
1997. Of the total size of Rs 15-16 billion, around 30-32% is in the hands of
organized sector valued at Rs 4.9bn, rest are in the hands of the unorganized
sector. Among the major players in this industry Hindustan Lever has a market
share of around 40% represented mainly by Kwality Walls brand, Amul with an
estimated market share of 35% is rapidly gaining market share and other players
like metro, mother dairy, rollick, cream bell hold 25% of the market share.
3.1 Production Area :
The main 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.
3.2 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 years.
3.3 Types :
Indian Ice Cream market can be segmented in three different ways, namely on
the basis of flavours; on the basis of stock keeping units / packaging and on the
basis of consumer segments.
On the basis of flavours the market today has a number of flavours like vanilla,
strawberry, chocolate, mango, butterscotch and a number of fruit flavours, dry
fruit flavours traditional flavours like Kesar Pista, Kaju Draksh etc. The market
is totally dominated by Vanilla, Butter Scotch and Chocolate, which together
account for more than 70% of the market followed by butterscotch and other
fruit flavours.

14. 14
Various Variants of Amul
ICE
CREAM
CUP
STICK
CONE
TUB
BAR
GALLONS

15. 15
CUP
VANILLAB.SCOTCH
KESAR PISTA
MDF
TWO IN ONE RAJBHOG
CONE
BUTTER
SCOTCH
CHOCOLATE
PISTA
BADAM
CANDY
FROOTLICK
Z
DOLLIEZ
PROLITE CHOCOBAR
FROSTICK
KULFI
FUNDO
O
B.SCOTCH

16. 16
GALLON
2.5
Lt.
4
Lt.
5 Lt.
VANILLA
B. SCOTCH
VANILLA
B. SCOTCH2 IN 1
VANILLA CHOCOLATE B.SCOTCH
MANGO 2 IN 1 PINEAPPLE
BAR
750+750 ml 2 Lt.1.25 Lt.
Chocochips
B.Scotch
Vanilla Royale
Strawberry
Fruit N Nut
B.Scotch
Alphonso
Chocolate
Vanilla Royale
2 in 1
Kesar Pista
Fruit Bonanza
Kaju Draksh
Shahi Anjir
Cookies N Cream
Afghan Dry Fruit
B. Scotch, Rajbhog
Chocolate
Alphonso Mango
Vanilla Royale
TUB
125 ml 500 ml 1 Lt.
SUNDAE
YOGHURT
CRÈME RICH
SUGAR FREE
SUGAR FREE
YOGHURT
CRÈME RICH
MDF
C.BROWNIE
SUNDAE
OTHERS

17. 17
Market Share of Ice-Cream Brands in India
Above picture shows the Current scenario of market share of Ice
Cream industry in India In terms of Sale Volume

18. 18
COMPETITORS IN KOLKATA
MARKET
For a company to excel, they need to be well aware about their competitors. The
main rivals of Amul are as follow -:
1. Kwality Walls
2. Cream Bell
3. Mother Dairy
1. KwalityWalls - Kwality Wall’s was previously known as Kwality,
owned by Pishorilal Lamba. Kwality Wall's is a major producer and
distributor of ice cream and other dessert products in India, Pakistan, Sri
Lanka, Malaysia and Singapore. It is a company of Hindustan Unilever,
the arm of Unilever in India, and is an extension of the Wall's ice cream
brand of Great Britain.
Kwality, the original Indian company, was founded in 1956, and was the
first in the region to import machinery for the mass production and sale of
ice cream on a commercial scale. In 1995, in view of the growth potential
of the frozen confections market, Kwality entered into an agreement with
Lever, and has since been known by its current umbrella name.

19. 19
2. Cream Bell - In 2003, RJ Corporation instigated Cream Bell Ice Cream in
India in Technical collaboration with French Dairy major - Candia. Since
then cream bell has delighted the taste bud of millions with variety of
refreshing and exotic ice cream flavours of international and traditional
nature. Cream bell is one of the fastest growing ice cream company in the
country and has already bagged 6% of market share in all over India. Its
presence in 19 states and its availability has made this brand widely
acceptable in hospitality sector.
3. Mother Dairy : - Mother Dairy set up in 1974, is a wholly owned
subsidiary of National Dairy Development Board (NDDB) of India.
Mother Dairy's range of products includes the brands Mother Dairy (milk,
milk products, curd, ice cream, butter, etc.), Dhara (range of edible oils)
and Safal (range of fresh fruits and vegetables, frozen vegetables, fruit
juices).

20. 20
Competitor’s activity in Kolkata
market
Competitor’s activity means the market strategy of the competitors. Activities
are in terms of Schemes, percentage to retailers and POP utilization and many
others.
 POP UTILIZATION :
The above graph shows the POP utilization or the brand visibility in
Kolkata Market.
 Trade Percentage to retailers :
0 5 10 15 20 25
Kwality Walls
Amul
Cream Bell
Metro
Mother Dairy

21. 21
Research Methodology
The research was conducted from 4th
June to 4th
August, 2014. The research
included meetings with the retailers, consumers and dealers. It included
preparation of the questionnaire to be answered by above people for knowing
the competitive position of Amul in the ice cream market.
The views of the above parties were recorded in the research as per the
questionnaire set by us.
4.1 Research Approach :
The objective was to know the competitive position of Amul in the market, thus
in order to successfully conduct the research an unbiased opinion of the above
parties was desirable. Thus i conducted the research as the representative of
AMUL Company.
4.2 Research Instrument :
The research instruments were structured questionnaire formulated for the
respondents. The questionnaire was different for the retailers and dealers and for
the consumers there was a different set of questionnaire. There were also the
area maps.
4.3 Types of Question:
The second important aspect in the designing a questionnaire is to decide which
types of question are to be used. Question can be classified in various ways -
 Open-ended question
 Dichotomous question
 Multiple-choice Question
My questionnaire consists of all three types of question. Mostly all questions are
multiple type questions. Dichotomous question are few in number. There is only
one open-ended type question.

22. 22
4.4 Phrasing of Question:
In questionnaire, I tried to phrase the questions in logical way. For example I
arranged the questions in sequence as personal information, awareness data,
usage data, and finally related to reason and satisfaction.
4.5 Sampling Plan:
The sample size was as follows:
SR NO RESPONDANT TOTAL NO
1. RETAILER 250
4.6 Sampling Technique:
A stratified sampling technique was used. A different Stratum for different type
of respondent within every stratum the respondents was selected as per
convenience basis.
4.7 Method of Survey:
 Personal Interview: It is direct form of investigation, involving face-to-
face communication with feedback. It offers a sense of participation. It is
more flexible form of data collection. Use of unstructured, open-end
questions is possible. Rate of refusal is low. Depth interview is possible.
Complex questions can be asked. The interview can have questions to
secure more information.
Visual aids in the form of catalogues samples etc. can be used to get
views, opinions, and attitudes of responder.

23. 23
DATA PROCESSINNG
&
ANALYSIS

24. 24
QUESTIONNAIRE
Survey on Amul Ice Cream
Name: ________________________
Shop Name: ________________________
Location: ________________________
Ph. No : ________________________
1. Which all Ice Cream brands do you keep in your shop?

25. 25
2. Do customers prefer AMUL ice-cream ?
3. Are customers aware about Amul ice-cream availability in your store ?

26. 26
4. Do you think that price of amul ice-cream are high?
5. Do you find packaging of the brand appealing?
Yes
No80%
20%
Yes
No70%
30%

27. 27
6. Has Amul Ice Cream sale dipped over the years?
7. Do you think Amul should use a brand ambassador or it should stick
with the Amul girl ?
Yes
No
50% 50%
Amul Girl
Brand
Ambassador
30%
70%

28. 28
8. Do customers prefer sugar free Amul ice-cream?
9. Do you think that Amuls marketing strategies are appropriate?
Yes
No80%
20%
Yes
No
30%
70%

29. 29
10. From where do customers get to know about Amul ice-creams?
11. Are you satisfied with the Amul ice-cream distributors?
0%
10%
20%
30%
40%
Yes
No80%
20%

30. 30
12. Are you happy with the various schemes given by Amul?
13. Do you get timely supply of the products?
Yes
No70%
30%
Yes
No70%
30%

31. 31
14. Any other suggestions?

32. 32
ANALYSIS OF THE SURVEY
Through this survey, it is clear that:
1. People love Amul ice cream very much.
2. It is one of the most preferred brand of ice cream.
3. Lack of effective marketing.
4. Lack of new schemes (although this has improved somewhat during the
course of research).
5. Supply is not being able to meet the demand.
REPOSITIONING OF THE BRAND
Amul have since start positioned them as the ice cream for middle class people,
which itself is not a bad thing considering the fact that India in general and
Kolkata in particular is filled with price sensitive customers. But as we all know
peoples spending capacity has increased and is constantly moving up and this is
where Amul is being hit badly, especially in the metro cities metro markets,
people are considering Amul Ice Cream as bog-standard level Ice Cream brand.
Which is not the truth otherwise.
Thus Amul should consider repositioning its brand as the brand that can be
looked up to by higher society people as well.
How can this be done? Not by increasing the price of its products, but by
introducing fresh new Ice Cream products with new flavours ( like kitkat
flavour, oreo flavour, Kiwi Flavour etc) and pricing them little higher than its
general line of products and side by side also improve the packaging, it should
look rich.

33. 33
Advertising Poster For Mass Awareness
Created By Amul in Kolkata

34. 34
LIMITATIONS
This report had to work under several constraints and limitations. Some of the
key limitations are.
1. Time period of the project was 8 weeks, which may not be enough to
understand the whole market.
2. Convenient sampling was used as the mode of conducting the research.
3. The sample size taken was small, therefore it can be said that the chosen
sample is not the representative of the whole population and this hindered
quantitative research.
4. The psychology and temperament of a respondent play a significant role.
Some respondents are more sensitive as against others who are more
tolerant. A change in the composition of the respondents can affect the
answers adversely or favorably.
5. Respondents may not have been true in answering various questions and
may be biased to certain other questions.
6. Out of the whole research and analysis, only major brands could be
highlighted, leaving aside the other non-popular brands.
7. The questionnaire mostly contained multiple choice questions, therefore
many respondents did not give a proper thought answering the questions,
and some even ticked things, which were not applicable. Therefore, all
this increased the biasness.

35. 35
CONCLUSION
Amul means different things to different people.
To a milk producer – A life enriching experience
To a consumer – Assurance of having wholesome milk
To a mother – A reliable source of nourishment for her child
To the country – Rural development and self-reliance
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. But in case of Amul Ice cream it is not a popular product
as compared to other Amul Products. All the retailers feel that Amul products
are very good in taste and once a customer tries it they become a loyalist to the
brand but, then again, supply shortages have lead to customers shifting to other
brands and retailers too start keeping less of Amul Ice Cream.
Also, strong marketing tactics adopted by other brands have resulted in Amul
Ice cream being left behind.
It was a great experience working in Amul. The people, the work culture,
working environment was very comfortable and easy to get accustomed with.
These two weeks in Amul were not only enriching but a great learning curve,
where I learned how a big company like Amul works, what routine they follow,
what are their hierarchy structure, how they successfully manage such a huge
supply chain.
Amul also taught me how a market leader becomes a market leader, what they
have done to reach that position and to also maintain it for years and years.
I was made a part of most of the meetings that were conducted at the
distributor’s point where all the issues were discussed which was very helpful
for me in understanding how are grievances and problems handled.
As I conclude this project I would like to tell that Amul has great potential and
with the help of this research, I hope company can find out its drawbacks and
can increase its market share by rectifying its mistakes. People have believed in
Amul’s product always and they will accept it also if effective actions are taken.

36. 36
SUGGESTIONS &
RECOMMENDATION
Amul Ice Cream are among the top ice cream brands, but like every company
Amul also has its few weaknesses, which have already been discussed in the
project. Few of the recommendations to rectify or improve on them are
discussed below.
1. Not popular among higher segment buyers, Amul is not preferred by
customers who are not price sensitive; they don’t find Amul’s quality at par
with Kwality Walls. Company should try and reposition itself in the market
through the steps discussed earlier.
2. Amul has a relatively good distribution network but demand is not meeting
the supply. Lack of consistent supply is leading to customers being pushed
away to other brands. Maximum number of vendors do not get the products
that they ask for, for months. Company should focus on this issue and try and
improve the supply chain management.
3. In this competitive market not providing free fridge to retailers when your
biggest competitor is providing it with ease leads to huge loss in market
share. All the retailers are in the habit of getting free fridges from Kwality
Walls, this strategy by Kwality Walls is not only pushing out Amul from the
shops but also not letting it enter to areas where Amul haven’t been able to
reach yet.
4. Lack of push carts, which are very popular among genral public. A general
tendency have been noticed among customers is that they might not enter a
ice cream outlet and purchase ice creams to eat but they definitely tend to buy
ice creams when they suddenly see a push cart. Company should consider
increasing its push carts in the market, considerably.
5. Lack of sufficient number of scooping parlours, Amul has only three
scooping parlour in whole of Kolkata that also inside some lane or not so
popular area, whereas Kwality Walls scooping parlour (SWILRS) are
innumerable in number and are situated in all the crowded areas (near malls,
inside restaurants etc). Number of Scooping parlour should be increased.

37. 37
6. Provide reasonable Margin to retailers as compared to competitors, this
motivates them to promote company’s ice cream products. Incentives &
schemes should be given to the retailers and some cross check system should
be followed to check if the schemes are being communicated properly by
distributors or sales person
7. Amul’s packaging, apart from its latest crème rich products, is very mediocre.
As all say “Jo dikhta hai wo hi bikta hai” and appealing packaging, one with
a rich or eye catch look will boost Amul Ice Cream sale.

38. 38
BIBLIOGRAPHY AND
WEBLIOGRAPHY
Books:
1. Marketing Management (12th Edition) –Philip Kotlar
2. Research Methodology – C. R. Kothari
Websites:
● www.google.co.in
● www.wikipedia.com
● www.amul.com.
● www.marketresearch.com

39. 39
APPENDIX

40. 40
QUESTIONNAIRE
1. Which all Ice Cream brands do you keep in your shop?
2. Do customers prefer Amul Ice Cream?
3. Are customers aware about Amul Ice Cream availability
in your store?
4. Do you think price of Amul Ice Cream are high?
5. Do you find packaging Amul Ice Cream appealing?
6. Has Amul Ice Cream sale dipped over the years?
7. Do you think Amul should a use brand ambassador or it
should stick with the Amul girl?
8. Do customers prefer sugar free Amul Ice Cream?
9. Do you think Amul’s marketing strategy are appropriate?
10.From where do customers get to know about Amul Ice
Cream?
11.Are you satisfied with Amul Ice Cream distributor?
12.Are you happy with the various schemes given by Amul?
13.Do you get timely supply of the product?
14.Any other suggestions?

41. 41
WEEKLY REPORTS