Santanu Dey conducted a study on retail penetration and gap identification for Amul ice-cream. He surveyed distributors, retailers, and consumers to understand distribution challenges and customer preferences. Key findings included inconsistent supply, a need for more advertising, and a demand for new flavors. Recommendations were to expand distribution channels, improve supply consistency especially in summer, introduce new flavors, increase advertising, reconsider refrigerator offers, and provide more promotions to customers and retailers.

1. SUMMER INTERNSHIP PROJECT
PRESENTATION ON AMUL ICE-CREAM
PRESENTED BY- SANTANU DEY (PGDM BATCH :- 2013-2015)
REGISTRATION NO.- PGDM/2013-2015/04/038
Roll No.: PGDM/2013/03/038

2. Project Title- Retail Penetration and Gap Identification
of Amul Ice-cream
Objectives-
To help managers to identify their success on
penetration strategies
To identify the gap of demand and supply
To make a theoretical study of Customer Relationship
Management of the company
To get the feedback from both retailers and consumers

3. Sampling Methodology
Sampling units
Distributors
Data type: Primary
data
Data collection
method: Face to face
interview
Data analysis
techniques: Frequency
Distribution (Histogram
in Excel)
Sampling Technique:
Random sampling
technique
Retailers
Data type: Primary
data
Data collection
method: Face to face
interview
Data analysis
techniques: Frequency
Distribution (Histogram
in Excel)
Sampling Technique:
Random sampling
technique
Consumers
Data type: Primary
data
Data collection
method: Online survey
questionnaire
Data analysis
techniques: Frequency
Distribution (Histogram
in Excel)
Sampling Technique:
Random sampling
technique

4. Findings
For Distributors-
 Madhusudan’s performance is great in spite of being only 3 months old.
 Both the distributors are incapable of making Amul refrigerator customer.
 Advertising is very poor in both the distributor’s area.

5. Findings (Contd.)
For Retailers –
 Retailors have numerous complaints on frequency of supply of product.
 Maximum retailers have refused to buy Amul refrigerator because of full cash
payment purchase.
 Advertising is poor in retail outlets.
 Number of Amul parlour (A.P.O.) is less.

6. Findings (Contd.)
For Consumers –
 Mostly young age group prefers Amul Ice-cream
 Chocolate, Vanilla and Butter Scotch are most favorable flavor.
 More new flavors are requested.
 Amul sugar free Ice-cream has gotten a good customer response.

7. Conclusions and recommendations
 Company should increase it’s distribution channel.
 Supply should be very good specially in pick seasons like summer.
 More new flavors should be bought into market to attract more consumers.
 Company should increase it’s advertising.
 Refrigerator offer should be re-considered.
 More promotional offer should be given to both customers and retailers.