1. Presentation on
Promotional Scheme of
Amul Ice-Cream
Submitted By:-
Name: - Prashant kumar
Roll No: - M -35
Batch: - 2012 – 2014
Under The Guidance of
Prof . Kamaljeet sodhi
(Faculty Member)
Under The Guidance
of
Manoj Kr. Shukla
(Industry Guide)
Amul
Galgotias business school
Knowledge Park111, Greater Noida - 201306 (U.P)

2. OBJECTIVE
 To increase the no of outlets of Amul IceCreams.
 To analyse the retailers perception about Amul IceCreams.
 To find out competitive edge over competitors.
 To analyse the market size of IceCreams.
 To study the consumer preference about different IceCream
companies.

3. Scope Of The Study
 To ascertain the problem faced by the company while
increasing retail outlets.
 To increase the outlets by analysing feed back given by
interviewer(including existing and non existing outlets).
 Analysing the pricing strategies followed by rivals.
 The study will help company in providing information about
current competitive position of Amul IceCream in markets.

4. Introduction to Organization
 Gujarat Coperative Milk Marketing Federation(GCMMF),has
great succees storywith Amul brand.
 Amul brand of IceCreams is expected to contribute Rs 250cr
to the turn over up from Rs 150cr last year.
 Amul is launching new products in almost every line that are
in, with specific stress on IceCreams.
 Amul recently firmed up plans to invest Rs100-120 cr to
expand this from 1.1 million ltr a day to 1.8 million ltrs at
Gandhi Nagar factory.

5.  Amul is now focussing on its supply system.efforts are on to
ensure greater availability of Amul IceCream at push cart and
small outlets.
 GCMMF is the largest producer of dairy products in Asia,it
has over26 products ranging from Amul butter,Amul
Spray,Amul Lite,Amul cheese,Gulab Jamunand Amul Frozen
Pizza.
 The federation has distribution network comprising more than
2700 whole sale dealers and over five lakh retail outlets.

6. Amul Products
 Amul Kool Milk Shake
 Amul Kool
 Amul Kool Café
 Kool Koko
 Nutramul Energy Drink
 Amul Kool Chocolate Milk
 Amul Kool Flavoured Bottled Milk
 Amul Kool Flavoured Tetra Pack
 Amul Masti Spiced Buttermilk

7. Research methods
 Research methods was divided in two parts A andB.
 In part A research is conducted by visiting to various non
existing outlets of Amul and asking them about Amul
IceCreams and whether they would keep Amul Icecreams.
 In part B research was conducted by visiting to the various
existing Amul’s outlet and know about the placement of old
and unsold stock and services of Amul.

8. Sample procedure
 The process adopted for sampling was based on judgemental sampling.
 HYPOTHESIS:

 Ho1 --- There is no significance difference between the price of Amul Ice-cream and it’s
competitors.
 Ho2 --- There is no significance difference between the product quality of Amul Ice –cream
and it’s competitors.
 Ho3 --- There is no significance difference between the company’s scheme of Amul ice –
cream and it’s competitors.
 Ho4 --- There is no significance difference between the services provided by Amul and it’s
competitors.
 Ho5 --- There is no significance difference between the availability of Amul Ice – cream and
it’s competitors.
 Ho6 --- There is no significance relation between the taste of Amul ice cream and its
competitors.
 Ho7 --- There is no significance difference between the packaging of Amul ice cream and its
competitors.
 Ho8 --- There is no significance between the flavor of Amul ice cream and its competitors.

9. Findings
 After analyzing all the data given by shopkeepers we found certain
key findings that is very important for our project.
 1. Most of the retailers are interested for keeping Amul Ice Cream.
 2. Retailers are not satisfied with the services provided by the
company.
 3 .Most of the retailers like to keep deep freezer on installment
basis and security basis.
 4 .Cone and Party packs are sold most.
 5. The sale of ice cream is higher in evening.
 6 .The full varieties of flavor are not available on regular basis.

10.  7. Prices of Amul ice cream are almost as par customers need.
 8. Margin in Amul ice cream is very high.
 9. People were highly satisfied with product quality of Amul.
 10. Although Amul has opened numerous outlets it is seen that distributors
are finding it
 difficult to deliver supplies in the stipulated time leading to retailer in
convenience.
 11. It was found that many deep freezers had developed technical snags
and service
 personal was late in rectifying them. This created a negative rapport in
mind of the
 retailers.
 12. Retailers are unsatisfied with the replacement of unsold Amul ice
cream.
 13. Distributors could not provide all type of varieties because of less stock

11. RECOMMENDATION:
 Relationship with retailers and company should be kept under a close watch
 Salesmen should be given the responsibility to handle the retailer’s
grievances
 Orders by the retailers should be executed in a proper manner to avoid
irregular availability.
 Low security and easy installment should be given on deep freezer.
 Promotion activities should take into consideration in two different ways a)
Company should associate themselves with social events, b) Company
should use electronic as well as print media for their advertisement.
 Company should give special offers to retailers frequently.
 Company should expand their business throughout the small towns.
 Company should open exclusive Amul parlors and outlets in big shopping
malls for promotion in higher segment.

12. CONCLUSION
 There is an ample scope for ice cream making companies do
progress in this lus green environment. The market size is
increasing day by day and the demand for new flavors are
arising. The companies like HLL, Cream Bell, Vadilall, and
Mother Dairy are trying to capture more market share with
their new ideas and plan. As per Amul is concern the
company should become liberal on his policies. Amul
market share in central Delhi is high but for maintaining the
growth rate it should give the retailers more facilities for
opening of new outlets and running successfully. The
company also needs a proper distribution network for
availability of products at demand.