Amul Prolife (probiotic)& Sugarfree Icecream Project

A PROJECT REPORT ON

“Potential of ProLife & Sugar free Brand of AMUL ice cream in Central Delhi ’’ PREPARED AND PRESENTED TO GCMMF (AMUL) GUJRAT COOPERATIVE MILK MARKETING FEDRATION ANAND, GUJRAT

Under the guidance of Mr. Amit Jain Sales Department ,AMUL ,AMUL New Delhi

Mr. S.K.Chopra Dy.Manager (Sales) New Delhi

BY JASWANT SINGH (2007– 09) ST (1 APRIL TO 31ST MAY, 2008) Faculty of Management Studies INDIAN INSTITUTE OF PLANNING & MAMANGEMENT NEW DELHI

PREFACE The PGPM programme is well structured and integrated course of business studies. The main objective of practical training at PGPM level is to develop skill in student 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 PGPM programme 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 of such subjects when we get the training in the organization. It is only the training through which I come 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 PGPM 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 that how it differs from those of theoretical knowledge and the practically in the real life. In today’s globalize world, where cutthroat competition is prevailing in the market, theoretical knowledge is not sufficient. Beside this one need to have practical knowledge, which would help an individual in his/her carrier activities and it is true that “Experience is best teacher”.

ACKNOWLEDGEMENT 2

With immense pleasure, I would like to present this project report for Gujrat 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 possible without the goodwill and support of the people around. As a student of INDIAN INSTITUTE OF PLANNING & MANAGEMENT (IIPM), New Delhi , I would like to express my sincere thanks too all those who helped me during my practical training programme. Words are insufficient to express my gratitude toward Mr. Rahul Kumar, the Managing Director of AMUL. I would like to give my heartily thanks to Mr. J. K. Joshi, Manager of Administration, ,express my deepest gratitude to the organization guide, Mr. S.K.Chopra , Deputy Manager (Sales), Amul India Ltd., New Delhi for having given me the opportunity to do my project work in the organization. . I am very thankful to Mr. Amit Jain, Officer in Charge (Retail) Amul India Ltd., New Delhi who helped me at every step whenever needed and arranged all possible visits for me at AMUL Outlets. I extend my sincere thanks to Mrs, Veena Kumar Faculty Member, IIPM, New Delhi, for having spared his valuable time with me and for all the guidance given in executing the project as per requirements. Last but not least, I would like to record my deepest sense of gratitude to my friends for their support and constant encouragement However, I accept the sole responsibility for any possible error of omission and would be extremely grateful to the readers of this project report if they bring such mistakes to my notice.

Date: Place: PGPM Duration: III

31TH May, 2008

JASWANT SINGH Amul, New Delhi

1ST April to 31th May, 2008

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SEM

CONTENTS SR. No.

CHAPTER NAME

PAGE No.

1.

EXECUTIVE SUMMARY

04

2.

INDUSTRY PROFILE

05

3.

COMPANY PROFILE

08

4.

PRODUCT DESCRIPTION

17

5.

RESEARCH BREIF

23

6.

MARKET RESEARCH

26

7.

RESEARCH DESIGN

29

8.

DATA ANALYSIS

35

9

MY FINDINGS & LIMITATIONS

47

10

SUGGESTION

47

11

CONCLUSION

50

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EXECUTIVE SUMMARY This project was undertaken with the the” Potential of AMUL Prolife & Sugar free ice cream in Central Delhi.” . It also looked into the different factor of stocking decision to the product in the retail outlets. The study was conducted at Amul India Ltd, New Delhi. The consumer & outlets preference was studied through using questionnaire. A sample size of 50 to 100 Outlets & respondents was taken for the study, whose responses were studied and interpreted .The sampling design was used convenience sampling. The process of analysis was done through, frequency table, percentage & pie chart. My objective of the study is :

 To collect the information about the Prolife and sugar free ice cream

 Detailed knowledge about Probiotic ice cream.  To know awareness of people towards Amul Prolife (Probiotic) & Sugar free Ice cream.  To know in which segment ice cream are mostly like/preferred.  To know which advertisement tool is mostly preferred by people.  To know the preference of Amul Sugar free ice cream with comparison to other competitive brands.  To know the factors which affects consumer’s buying behaviour to purchase prolife & sugar free ice cream.  Create awareness about the Probiotic ice cream  To collect the detailed data by filling up the questionnaire from the APO’S/A class outlets or parlors  To collect the detailed data with respect to AMUL Outlets.  To collect information about the AMUL Prolife & Sugar free ice cream by different APO’S & A class outlets or Parlours  To collect detailed information about the price, supply or any required improvement towards the AMUL Prolife & Sugar free ice cream.  To give suggestion provided by the outlets to the company for improvement of AMUL Prolife & Sugar free ice cream/Products The product Prolife and Sugar free ice cream comes under FMCG industry and the company associated with this product is AMUL which is India’s leading Dairy product company. In this 5

research I found that, although AMUL Prolife & Sugar free ice cream has a strong position in the market but their competitors product are also simultaneously used by the customers. I also found that customer level of acceptance towards the AMUL products is very high. The prices of AMUL Prolife and Sugar free ice cream are nearly same with respect to other ice cream.

INDUSTRY PROFILE FOOD INDUSTRY The food industry is the complex, global collective of diverse businesses that together supply much of the food energy consumed by the world population. Only subsistence farmers, those who survive on what they grow, can be considered outside of the scope of the modern food industry. The food industry includes: Regulation: local, regional, national and international rules and regulations for food production and sale, including food quality and food safety, and industry lobbying activities Education: academic, vocational, consultancy Research and development: food technology Financial services: insurance, credit Manufacturing: agrichemicals, seed, farm machinery and supplies, agricultural construction, etc. Agriculture: raising of crops and livestock, seafood Food processing: preparation of fresh products for market, manufacture of prepared food products Marketing: promotion of generic products (e.g. milk board), new products, public opinion, through advertising, packaging, public relations, etc Wholesale and distribution: warehousing, transportation, logistics Retail: supermarket chains and independent food stores, direct-to-consumer, restaurant, food services ADVANTAGE OF INDIA UNDER FOOD INDUSTRY: India is one of the largest food producers in the world India has diverse agro-climatic conditions and has a large and diverse raw material base suitable for food processing companies  Investment requirement of around US$ 15 billion exists in the food processing sector  India is looking for investment in infrastructure, packaging and marketing  India has huge scientific and research talent pool  A largely untapped domestic market of 1000 million consumers  300 million upper and middle class consume processed food 6

 200 million more consumers expected to shift to processed food by 2010  Well developed infrastructure and distribution network  Rapid urbanization, increased literacy, changing life style, increased number of women in workforce, rising per capita income- leading to rapid growth and new opportunities in food and beverages sector  50 per cent of household expenditure by Indians is on food items  Strategic geographic location (proximity of India to markets in Europe and Far East, South East and West Asia)  Under the food industry, Dairy product is very important part of food processing. Dairy processing is acting good role in India.

Dairy Processing India ranks first in the world in terms of milk production. Indian production stands at 91 million tones growing at a CAGR of 4 per cent. This is primarily due to the initiatives taken by the Operation flood programmes in organizing milk producers into cooperatives; building infrastructure for milk procurement, processing and marketing and providing financial, technical and management inputs by the Ministry of Agriculture and Ministry of Food Processing Industries to turn the dairy sector into viable self-sustaining organized sector. About 35% of milk produced in India is processed. The organized sector (large scale dairy plants) processes about 13 million tones annually, while the unorganized sector processes about 22 million tones per annum. In the organized sector, there are 676 dairy plants in the Cooperative, Private and Government sectors registered with the Government of India and the state Government Indian FMCG Sector The Indian FMCG sector is the fourth largest in the economy and has a market size of US$13.1 billion. Well-established distribution networks, as well as intense competition between the organized and unorganized segments are the characteristics of this sector. FMCG in India has a strong and competitive MNC presence across the entire value chain. It has been predicted that the FMCG market will reach to US$ 33.4 billion in 2015 from US $ billion 11.6 in 2003. The middle class and the rural segments of the Indian population are the most promising market for FMCG, and give brand makers the opportunity to convert them to branded products. Most of the product categories like jams, toothpaste, skin care, shampoos, etc, in India, have low per capita consumption as well as low penetration level, but the potential for growth is huge.

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The Indian Economy is surging ahead by leaps and bounds, keeping pace with rapid urbanization, increased literacy levels, and rising per capita income. The big firms are growing bigger and small-time companies are catching up as well. According to the study conducted by AC Nielsen, 62 of the top 100 brands are owned by MNCs, and the balance by Indian companies. Fifteen companies own these 62 brands, and 27 of these are owned by Hindustan Lever. Pepsi is at number three followed by Thums Up. Britannia takes the fifth place, followed by Colgate (6), Nirma (7), Coca-Cola (8) and Parle (9). These are figures the soft drink and cigarette companies have always shied away from revealing. Personal care, cigarettes, and soft drinks are the three biggest categories in FMCG. Between them, they account for 35 of the top 100 brands THE TOP 10 COMPANIES IN FMCG SECTOR S. NO. Companies 1. Hindustan Unilever Ltd. 2. ITC (Indian Tobacco Company) 3. Nestlé India 4. GCMMF (AMUL) 5. Dabur India 6. Asian Paints (India) 7. Cadbury India 8. Britannia Industries 9. Procter & Gamble Hygiene and Health Care 10. Marico Industries

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COMPANY PROFILE Amul (Anand Milk Union Limited), formed in 1946, is a dairy cooperative movement in India. It is a brand name managed by an apex cooperative organisation, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by some 2.6 million milk producers in Gujarat, India. It is based in Anand town of Gujarat and has been a sterling example of a cooperative organization's success in the long term. The Amul Pattern has established itself as a uniquely appropriate model for rural development. Amul has spurred the White Revolution of India, which has made India the largest producer of milk and milk products in the world. It is also the world's biggest vegetarian cheese brand . 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. It is a brand name managed by an apex cooperative organisation, Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by some 2.6 million milk producers in Gujarat, India. It is based in Anand town of Gujarat and has been a sterling example of a co-operative organization's success in the long term. The Amul Pattern has established itself as a uniquely appropriate model for rural development. Amul has spurred the White Revolution of India, which has made India the largest producer of milk and milk products in the world. It is also the world's biggest vegetarian cheese brand .

The brand name Amul means “AMULYA”. This word derived form the Sanskrit word “AMULYA” which means “PRICELESS”. A quality control expert in Anand had suggested the brand name “AMUL”. Amul products have been in use in millions of homes since 1946. 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. 6 billion in 2005). 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 have a proven model for dairy development (Generally known as “ANAND PATTERN”).

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GCMMF Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products marketing organisation. 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. Amul's product range includes milk powders, milk, butter, ghee, cheese, curd, chocolate, ice cream, cream, shrikhand, paneer, gulab jamuns, basundi, Nutramul brand and others. In January 2006, Amul plans to launch India's first sports drink Stamina, which will be competing with Coca Cola's Powerade and PepsiCo's Gatorade . Amul is the largest food brand in India and world's Largest Pouched Milk Brand with an annual turnover of US $1050 million (2006-07). Currently Amul has 2.6 million producer members with milk collection average of 10.16 million litres per day. Besides India, Amul has entered overseas markets such as Mauritius, UAE, USA, Bangladesh, Australia, China, Singapore, Hong Kong and a few South African countries. Its bid to enter Japanese market in 1994 had not succeeded, but now it has fresh plans of flooding the Japanese markets .Other potential markets being considered include Sri Lanka. Dr Verghese Kurien, former chairman of the GCMMF, is recognised as the man behind the success of Amul. On 10 Aug 2006 Parthi Bhatol, chairman of the Banaskantha Union, was elected chairman of GCMMF.

ACHIEVEMENT: Amul :Asia‟s largest dairy co-operative was created way back in1946 to make the milk producer self-reliant and conduct milk- business with pride. Amul has always been the trend setter in bringing and adapting the most modern technology to door steps to rural farmers. Amul created history in following areas: a)First self motivated and autonomous farmers‟ organization comprising of more than 5000000 marginal milk producers of Kaira District. b) Created Dairy co-operatives at village level functioning with milk collection centres owned by them. c) Computerized milk collection system with electronic scale and computerized accounting system. d)The first and only organization in world to get ISO 9000 standard for its farmers co-operatives. e)First to produce milk from powder from surplus milk. Amul is the live example of how co-operation amongst the poor marginal farmers can provide means for the socio-economic development of the under privileged marginal farmers.

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Amul in abroad: Amul is going places. Literally. After having established its presence in China, Mauritius and Hong Kong, Gujarat Cooperative Milk Marketing Federation (GCMMF), India‟s largest milk cooperative, is waiting to flood the Japanese market. Then, GCMMF is also looking at Sri Lanka as one of its next export destinations. Amul products are already available on shelves across several countries, including the US, China, Australia, West Asian countries and Africa. GCMMF recorded a turnover of Rs 2,922 crore last fiscal. Its products include pouch milk, ultra heat treated (UHT) milk, ice-cream, butter, cheese and buttermilk.

PEOPLE POWER: AMUL'S SECRET OF SUCCESS The system succeeded mainly because it provides an assured market at remunerative prices for producers' milk besides acting as a channel to market the production enhancement package. What's more, it does not disturb the agro-system of the farmers. It also enables the consumer an access to high quality milk and milk products. Contrary to the traditional system, when the profit of the business was cornered by the middlemen, the system ensured that the profit goes to the participants for their socio-economic upliftment and common good. Looking back on the path traversed by Amul, the following features make it a pattern and model for emulation elsewhere.

Amul has been able to:  Produce an appropriate blend of the policy makers farmers board of management and the professionals: each group appreciating its rotes and limitations,  Bring at the command of the rural milk producers the best of the technology and harness its fruit for betterment.  Provide a support system to the milk producers without disturbing their agro-economic systems,  Plough back the profits, by prudent use of men, material and machines, in the rural sector for the common good and betterment of the member producers and  Even though, growing with time and on scale, it has remained with the smallest producer members. In that sense. Amul is an example par excellence, of an intervention for rural change. 11

The Union looks after policy formulation, processing and marketing of milk, provision of technical inputs to enhance milk yield of animals, the artificial insemination service, veterinary care, better feeds and the like - all through the village societies. Basically the union and cooperation of people brought Amul into fame i.e. AMUL (ANAND MILK UNION LIMITED), a name which suggest THE TASTE OF INDIA.Amul sells 35 million litres of ice-cream valued at more than Rs 200 crore out of a total branded ice-cream market of 100 million litres worth Rs 600 crore. The Amul ice cream business is currently growing at the rate of more than 20 percent

PLANTS First plant is at ANAND, which engaged in the manufacturing of milk, butter, ghee, milk powder, flavored milk and buttermilk.

Second plant is at MOGAR, which engaged in manufacturing chocolate, nutramul, Amul Ganthia and Amul lite.

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Third plant is at Kanjari, which produces cattelfeed.

Fourth plant is at Khatraj, which engaged in producing cheese.

Today, twelve dairies are producing different products under the 13

brand name Amul. Today Amul dairy is no. 1 dairy in Asia and no. 2 in the world, which is matter of proud for Delhi and whole India.

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Members:

13 district cooperative milk producers' Union

No. of Producer Members:

2.6 million

No. of Village Societies:

12,792

Total Milk handling capacity:

10.16 million litres per day

Milk collection (Total - 2006-07):

2.38 billion litres

Milk collection (Daily Average 2006- 6.5 million litres 07): Milk Drying Capacity:

594 Mts. per day

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Cattlefeed manufacturing Capacity:

2640 Mts per day

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Sales Turnover Rs (million) US $ (in million) 1994-95 11140 355 1995-96 13790 400 1996-97 15540 450 1997-98 18840 455 1998-99 22192 493 1999-00 22185 493 2000-01 22588 500 2001-02 23365

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AMUL THE TASTE OF INDIA (GCMMF) receives INTERNATIONAL CIO 100 AWARD FOR RESOURCEFULNESS GCMMF is a winner of the prestigious international CIO 100 award from IDG's CIO Magazine, USA. The 2003 CIO 100 award recognizes the organizations around the world that excel in positive business performance through resourceful IT management and best practices. This CIO International IT excellence Award has recognized the Cooperative Movement & its Leadership under the "Amul" brand, initiated by Dr. V Kurien, Milkman of India, whose main Motto is to build Indian Society economically & literally strong through innovative cooperative resourceful network, so as to provide quality service & products to the end consumers and good returns to the farmer members. This award has also given direction that IT need to be encouraged & adopted more & more at grass root level and bridge the digital divide through proper training, re-training so as to bring radical change & benefit to the Indian society. It has also recognized the Managing Director, Mr. B M Vyas, who has taken IT initiative by setting the direction "GCMMF as IT Company in Food business". It has also inspired all the employees of GCMMF Enterprise to sustain the challenges as a "Change Agent" by excelling their IT skills in order to transform the people around them towards IT Integration (e-Vision) on both the ends of supply chain (Village level Farmer to end consumer). This award also motivated the each & every member dairy, Amul's wholesale distributors, retailers, transporters and suppliers who have supported whole-heartedly the IT initiatives of GCMMF. The Gujarat Co-operative Milk Marketing Federation (GCMMF) has been honoured at the CIO 100 Symposium & Award Ceremony on August 19, 2003, at the Broadmoor in Colorado Springs, Colorado, USA. Shri Subbarao Hegde, Head of IT had been to USA and received the said Award on 19

behalf of GCMMF. The photograph link of the recipient of the CIO award along with CIO Magazine's Editor in Chief, Abbie Lundberg, can be seen at www.cio.co

BOARD MEMBERS Shri Ramsinh Prabhatsinh Parmar Shri Rajendrasinh Dhirsinh Parmar

Chairman Vice-Chairman

Shri Dhirubhai Amarsinh Zala

Director

Smt. Mansinh Kohyabhai Chauhan

Director

Shri Maganbhai Gokalbhai Zala

Director

Shri Shivabhai Mahijibhai Parmar

Director

Shri Pravinsinh Fulsinh Solanki

Director

Shri Chandubhai Madhubhai Parmar

Director

Shri Bhaijibhai Amarsinh Zala

Director

Shri Bipinbhai Manishankar Joshi

Director

Smt. Sarayuben Bharatbhai Patel

Director

Shri Ranjitbhai Kantibhai Patel

Director Managing Director G.C.M.M.F

Shri B. M. Vyas Shri Deepak Dalal

District Registrar

Shri Rahul Kumar

Managing Director

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Product Description (Amul Icecream)

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AMUL is all set to storm the Ice cream market with a new range of probiotic ice cream aimed at the total health conscious. Proboitic means “ for life”. Probitics are defined as “live beneficial culture administered in adequate amounts which confer a beneficial health effect on the host”. The human large intestine is a active site of no of microorganism known as gut microflora. In a healthy person it a balance of a number of beneficial a bacteria. The gut microflora actively play a role in health maintenance by modulation of immune system, protection from pathogens and virus invasion through gastrointestinal tract. They also aid in food digestion. A part from these beneficial bacteria also synthesize some vitamins in gut. Our food habit, living habit, medication to cure disease,stress & strain, age etc can cause the disturbance in balance of gut miroflora. The disturbed gut microflora can create a chance for pathogens and viral invasion. The products are: •Amul ProLife (Probiotic Wellness Ice Cream) •Amul Sugar Free (Probiotic Diabetic Delight) Amul ProLife (Probiotic Wellness Ice Cream) Probiotics are a live, beneficial culture, which when administered in adequate amounts, confer a beneficial health effect on the host. They help in digestion, improve the immune system, make the bones stronger, fight against allergic reactions and are effective in controlling travellers’ diarrhoea. They also help in the prevention of colon cancer and enhance brain activity. The Amul ProLife Probiotic Wellness Ice Cream has all these benefits. How is Amul ProLife ice cream beneficial? Probiotic ice cream is enriched with live beneficial cultures to help your overall. Executive VP – Inflight Services, said, “The improvements were prompted by surveys conducted among passengers, assessing their needs and ratings of our inflight products. The new products were developed in collaboration with leading gastronomic experts. We will be offering better quality meals and we have modernised the design of our trays, crockery and cutlery.” World Business Class World Business Class passengers travelling on KLM’s ex-India flights shall enjoy exquisitely prepared three-course Indian and Western meals. Passengers will be able to choose from new Indian menus developed in collaboration with renowned London-based Chef Andy Varma of the Vama Group and owner of the famous restaurant, The Indian Room in London. World Business Class passengers on all KLM flights ex-Amsterdam will be treated to the internationally renowned cuisine of Jacques and Laurent Pourcel from December 1, 2006 till the onset of summer 2007. The Pourcel brothers, who run top class restaurants in many countries, have produced recipes for the hors 22

d’oeuvre, three main courses, and dessert. Intercontinental Economy Class On all flights to and from India, KLM’s Economy Class passengers will be offered a larger choice of Indian and Western cuisines, as a full menu and as accompaniments. Special attention will be given to local preferences. To complement the new meals, the trays, crockery and cutlery have been redesigned to improve meal presentation. Also, the current hot snack served shortly after the post midnight take-off from India will be supplemented with a snack box having a choice of three light snacks. The new Indian menus in ex- Amsterdam Economy Class have also been. well-being and health. Following are the benefits of having Probiotic ice cream: •It improves the gut micro flora •Helps in digestion •Improves the mineral and vitamin absorptions from diet •Produces anti-microbial substances, which help in fighting against pathogens •Produces Vitamin B •Assists in healthy liver functioning •Supports cholesterol management •Prevents and reduces food allergies Prevents the formation and growth of colon cancer, if used regularly. Market estimates As many are today becoming health and calorie conscious, the market is growing. Amul estimates that it would expand the market by increasing customer base. Essentially, it would not only convert nonconsumers of ice cream into eaters but also increase frequency of ice cream eating. It expects to get 10 per cent additional growth only through the probiotic range. Since the company is the first to introduce the innovation, developed in-house, it expects to build the market and capture the entire market for probiotic ice cream. Amul Sugar Free (Probiotic Diabetic Delight) For diabetics, consuming ice cream had remained a dream. Amul is all set to change that with the launch of India’s first specially created Sugar Free Low Fat Diabetic Delight. In Amul Sugar Free Probiotic Diabetic Delight frozen dessert, sugar has been replaced with zero calorie and low calorie sweeteners called fructooligo- saccharides. Fructo-oligo-saccharides (FOS) are soluble dietary fibres that improve the mineral absorption and bone health in addition to increasing the disease-fighting ability of the body. Digestive enzymes sparingly digest these sweeteners in the stomach or small Amul probiotic wellness ice cream have been made to confer the health benefit of these probiotics. Who does Probiotic ice cream suit best? EVERYONE who desires to live HEALTHY LIFE. Probiotic ice cream is enriched with live beneficial cultures to help your overall well being and health. Amul Probiotic wellness ice cream : •

Improves immunity

•

Improves digestion

•

Prevent gut infection

•

Manages traveler’s diarrhea

Available in so many flavours packed in international packings: 23

Amul Probiotic wellness ice cream is available in : 125ml/500ml+500ml free and 1.25 litrs in 5 flavours : Vanilla with chocolate sauce/Starwberry/chocolate/shahi Anjir and fresh litchi price ranging from Rs.15(125ml) to 110(1.25litrs).

Amul Pro-Biotic Ice-cream Gets No. 1 Award At World Dairy Summit

"Sh VK Singh, IAS, Managing Director, Punjab Cooperative Dairy Federation accepting 2007 IDF Marketing Award from Sh Jim Begg, President, International Dairy Federation for Amul Prolife Probiotic Ice Cream on 3rd Oct 2007 at World Dairy Summit, Dublin, Ireland. Sh VK Singh had kindly accepted award on behalf of GCMMF." It’s another triumph for brand Amul. After emerging as India’s topmost brand, it has gone to win one of the world’s most prestigious awards – The International Dairy Federation Marketing Award (2007) for Amul pro-biotic ice-cream launch. Announcing the award on October 03, at Dublin, Ireland on the occasion of the World Dairy Summit, Mr. Jim Begg the IDF President commented “These campaigns are excellent examples of best practise in branded and generic marketing from around the world. In markets around the world that are volatile and highly competitive, dairy products have a role in health balanced diets, and these campaigns have demonstrated the ability of well planned and executed marketing investments.” 24

GCMMF is the first and the only Indian organization to receive the 2007 IDF Marketing Award which covered three categories – Nutri-marketing, Innovation and Marketing Communication. Amul Pro-biotic Ice-cream received the award in the Nutri-marketing category. According to Shri B. M. Vyas, Managing Director, GCMMF, “We launched Amul Pro-biotic Icecream as well as Amul Pro-biotic Sugar Free Ice-cream, due to the constraints of cold chain which is a pre-requisite for ice-cream distribution. In a country like India where we have waterborne diseases like diarrhoea, eating a spoonful or two of pro-biotic ice-cream would keep the family healthy and strong. The product was launched with this in view. We were the first in the country to introduce probiotic ice-cream and pro-biotic sugar free ice-cream. We are happy that our efforts have been globally recognized by bestowing the prestigious IDF Marketing Award’.

Amul "Utterly Delicious" Parlours

Amul has recently entered into direct retailing through "Amul Utterly Delicious" parlours created in major cities Ahmedabad, Bangalore, Baroda, Delhi, Mumbai, Hyderabad and Surat. Amul has plans to create a large chain of such outlets to be managed by franchisees throughout the country. Amul Parlours at some prominent locations in the country, which are run by the company or its wholesale dealers:

1. Delhi Metro Rail Corporation 2. The Somnath Temple 3. National Institute of Design 4. Infosys Technologies in Bangalore, Mysore & Pune 25

5. Wipro campus in Bangalore 6. L.J. College, Ahmedabad 7. Ahmadabad Airport 8. Surat Municipal Corporation 9. Delhi Police 10. Gujarat State Raod Transport Corporation 11. Jubilee Mission Medical College, Trichur, Kerala 12. Sanjay Gandhi Hospital Parlour, Amethi 13. Indian Institute of Management, Kolkata 14. Cafe Amul, MDG, Gandhinagar

Central Delhi APO’S 1. G.B.Pant Hospital, Dariayganj New Delhi 2. Maulana Azad Medical College ,New Delhi 3. DMRC , New Delhi "Amul Utterly Delicious" parlours are an excellent business opportunity for investors, shopkeepers and organizations. In order to come closer to the customer, company decided to create a model for retail outlets, which would be known as "Amul Preferred Outlets"(APO)

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RESEARCH BRIEF

\

MARKETSHARE

VADILAL 20%

OTHERS 10%

AMUL 40%

HUL 30%

Among the major players in this industry AMUL has a market share of around 40%,. Hindustan Unilever Ltd with an estimated market share of 30% represented mainly by Kwality Walls brand and lastly Vadilal is the player in the national market with 20% of the market share and 10% of the others brand like Mother Dairy, Arun Dairy and some local brands. Indian Ice Cream Market Industry Snapshot · Market Size - 800 Crores · Ice Cream market is growing at 10 to 12% · Ice creams traditionally are a low volume business Players 27

Ice-cream Introduction The ice cream market growth picked up after de-reservation of the sector in 1997. Of the total size of Rs 15-16bn, around 30-32% is in the hands of organized sector valued at Rs 4.9bn, rest all is with the unorganized sector. Production area In rural areas, kulfis / ice creams made by small / cottage industry are popular. The 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. 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 year. Presently in 1999- 00 it is estimated at worth of Rs15- 16bn. This growth rate is expected to continue for another next 2- 3 years because of lower base.

Types Indian Ice Cream market can be segmented in three different ways, namely on the basis of flavors; on the basis of stock keeping units / packaging and on the basis of consumer segments. On the basis of flavors the market today has a number of flavors like vanilla, strawberry, chocolate, mango, butterscotch a number of fruit flavours; dry fruit flavors traditional flavors like Kesar- Pista, KajuDraksh etc. The market is totally dominated by Vanilla, Strawberry and chocolate, which together account for more than 70% of the market followed by butterscotch and other fruit flavors. 1. Amul - Market Leader with share of 40% 2. HUL - Kwality Walls - 2nd biggest player 3. Mother Diary 4. Arun - Chennai Based Hatsun Agro Product 5. Metro Daily - Kolkata based 6. Aavin - Tamil Nadu based Recent Happenings 1. HUL's Moo (Nutritional Ice Cream) - targeted at Kids 2. As Mother Dairy has competency cold chain distribution as they have Safal brand (frozen peas, corn, juices and mixed vegetables) under their portfolio, they have expanded from Delhi to Bangalore, Hyderabad, Chennai, Punjab, Rajasthan, UP & Uttaranchal. Due to this and other brand extensions in the pipeline, Mother Diary expects their turnover by 20% this year over their present size of Rs. 2800 Rs. Cr. 3. Aavin, the cooperative sector milk and dairy products marketer in Tamil Nadu, has launched a low sugar variant of ice creams in the market. According to an official press release, the ice cream `without added sugar' is ideal for diabetics and safe for children and mothers-to-be. This variant has just 80 calories and has 16 mg of sweetener against 8,000 mg of sugar in the traditional ice creams. The ice cream conforms to the US and domestic food regulations, 28

the release said 4. GCMMF launched its pro-biotic ice creams that have live beneficial culture that confer beneficial health effects such as improving immunity and digestion and strengthening bones. It also introduced a sugar-free ice cream range and is planning a Web site on ice creams. There two ranges are - Amul Prolife and Amul Sugar free. According to Mr. R.S. Sodhi, GM Marketing, Amul, Amul hopes to build the pro-biotic range into a Rs 100- crore brand within the next twothree years. While Amul had earlier tested this market segment through the launch of an isabgolenriched ice cream, this is company's first full-fledged attempt at capturing a good share of the probiotic enriched foods market in India. Both the brands are available in 125 ml (Rs 15), 500 ml and 1.25 litre (Rs 120) packs in five flavours, vanilla with chocolate sauce, strawberry, chocolate, shahi anjir and fresh litchi. On the retail front, it intends to hike its Amul parlours from 600 to 10,000 by 2010 5. Arun Ice Creams, the ice cream brand from Hatsun Agro Product Ltd, is launching a new range of ice cream outlets, Arun Ice Creams Unlimited. Hatsun Agro, which is the largest private dairy in India, plans to make available its range of dairy products at the conventional Arun ice cream outlets operated through franchisees. This network will also be expanded. The new range of outlets will sell ice cream by the scoop, `aggressively priced' at Rs 20 a scoop of 100 gm, Mr Chandramogan said. A feature of these parlours will be the wide selection of flavours, over 25 flavours with five new substituted for the existing ones each month to ensure more variety. The company is investing over Rs 15 lakh in each of these outlets. Few Brands/ Target Consumers 1. Youth Centric - Chills 2. Kids - Moo 3. Teenagers - Cornett 4. Health Conscious - Amul Sugar free & ProLife This summer mother diary targeted children with the baseline — `Jagaye Andar ka Bandar' while it is luring adults with the message `Give In'. Interesting piece of information: Hawking is not allowed in Mumbai which makes 1/3rd of business for HLL. Rest is contributed by retail outlets Future of Ice Cream Market in India Ice Cream market will expand with increase in number of malls - HUL has been increasing their ice cream outlets - Swirl. Few years consumers use to go out for walk after dinner and use to buy ice creams from hawkers. But now consumer who often visit malls for entertainment prefer to buy ice creams during different times of the day as it is visible upfront and feel like spending Rs. 50 for that tasty chocolate swirl with cake and nuts. As marketers are understanding the different needs of consumers, be it health conscious people, kids, youngsters, young etc, and coming up with products specific for them... with portfolio of flavors, consumer today has plethora of options at hand to choose from and therefore high probability of buying one more scoop of ice cream. Also with increasing wallet size and innovative modern retail formats, it has definately given a philip to the ice cream industry in India.

29

MARKETING RESEARCH Marketing research plays an important role in the process of marketing. Starting with market component of the total marketing talks. It helps the firm to acquire a better understanding of the consumers, the competition and the marketing environment. DEFINITION “Marketing research is a systematic gathering, recording and analysis marketing problem to facilitate decision making.” - Coundiff & Still. “Marketing research is a systematic problem analysis, model building and fact finding for the purpose of important decision making and control in the marketing of goods and services. - Phillip Kotler.

MAIN STEPS INVOLVED IN MARKETING RESEARCH Defining the Marketing Problem to be tackled and identifying the market research problem involved in the task. (1) (2) (3) (4) (5) (6) (7) (8) (1)

Define the problem and its objectives. Identify the problem. Determine the information needed. Determine the sources of information. Decide research methods. Tabulate, Analyze and interpret the data. Prepare research report. Follow-up the study.

Define the problem and its objectives :- This includes an effective job in planning and designing a research project that will provide the needed information. It also includes the establishment of a general framework of major marketing elements such as the industry elements, competitive elements, marketing elements and company elements. 30

(2)

Identify the problem :- Identifying the problem involves getting acquainted with the company, its business, its products and market environment, advertising by means of library consultation and extensive interviewing of company’s officials.

(3)

Determining the specific Information needed :- In general the producer, the manufacturer, the wholesaler and the retailer try to find out four things namely :(1) (2) (3) (4)

What to sell When to sell Where to sell How to sell

(4) Determine the sources of information :(a)

(b)

(4)

Primary Data :- Primary datas are those which are gathered specially for the project at hand, directly – e.g. through questionnaires & interviews. Primary data sources include company salesman, middleman, consumers, buyers, trade association’s executives & other businessman & even competitors. Secondary Data :- These are generally published sources, which have been collected originally for some other purpose. Source are internal company records, government publication, reports & publication, reports & journals, trade, professional and business associations publications & reports. Decide Research methods for collecting data :- If it is found that the secondary data cannot be of much use, collection primary data become necessary. Three widely used methods of gathering primary data are

A) Survey B) Observation C) Experimentation A) Survey Method :- In this method, information gathered directly from individual respondents,either through personal interviews or through mail questionnaires or telephone interviews. B) Observation Method :- The research data are gathered through observing and recording their actions in a marketing situation. This technique is highly accurate. It is rather an expensive technique. C) Experimental Method :- This method involves carrying out a small scale trial solution to a problem, while at the same time, attempting to control all factors relevant to the problem. The main assumption here is that the test conditions are essentially the same as those that will be encountered later when conclusions derived from the experiment are applied to a broader marketing area. D) The Panel Research :- In this technique the same group of respondents is contacted for more then one occasion; and the information obtained to find out if there has been any in their taste demand or they want any special quality, color, size, packing in the product. 31

a) Preparation of questionnaire b) Presetting of questionnaire c) Planning of the sample

(5)

Tabulate, Analysis and Interpret the Data :The report must give/contain the following information:a) The title of research b) The name of the organization for which it has been Conducted c) The objectives of research d) The methodology used e) Organization and the planning of the report f) A table of contents along with charts and diagrams used in the reports g) The main report containing the findings h) Conclusion arrived at end recommendations suggested i) Appendices (containing questionnaire / forms used sample design, instructions.)

(6)

Follow-up the study :- The researchers, in the last stage, should follow up this study to find if his recommendation are being implemented and if not, why

32

RESEARCH DESIGN

“Advertising is a paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor.” 1. RESEARCH PROBLEM  Increase the awareness level of AMUL PROLIFE & SUGARFREE ICECREAM.  Seek the general perception of consumer towards AMUL ICECREAM  To find the performance of AMUL ICECREAM vis-à-vis other Brands.  To know the consumer psyche and their behaviour towards AMUL PROLIFE & SUGAR FREE ICECREAM.

Scope of the Study This study will help in comprehensive analysis of AMUL APO’S /A class outlets. At the same time it was intended to find about the potential of Prolife & Sugar free ice cream in different APO’S, and about problems or issues and suggestions towards the company Sources of the data collection: -

Primary sources: -

Information by company personal, outlets &APO’S Suggestions by Distributor 33

Secondary sources: -

www.amul.com www.google.com www.managementparadise .com

Data collection tools  Questionnaire  Interviews.  Meetings.

Sampling Design Sampling Technique: - Sampling technique is the convenience sampling. There were many individual A class outlets & company APO’S involve in different kinds of acceptation toward the Prolife & Sugar free ice cream.

Sample size: Sample size is 50 – 100 A class outlets/ APO’S and Consumer.

2. RESEARCH OBJECTIVES & Related sub objectives  To know awareness of people towards Amul Prolife & Sugar free Icecream .  To know in which segment ice cream are mostly like/preferred.  To know which advertisement tool is mostly preferred by people.  To know the preference of Amul Sugar free ice cream with comparison to other competitive brands.  To know the factors which affects consumer’s buying behaviour to purchase prolife & sugar free icecream.  Create awareness about the Probiotic icecream  To collect the detailed data by filling up the questionnaire from the APO’S/A class outlets or parlors  To collect the detailed data with respect to AMUL Outlets.

34

 To collect information about the AMUL Prolife & Sugar free ice cream by different APO’S & A class outlets  To collect detailed information about the price, supply or any required improvement towards the AMUL Prolife & Sugar free ice cream.  To give suggestion provided by the outlets to the company for improvement of AMUL Prolife & Sugar free ice cream/Products

3. Information Requirement  First, I had to know about all the competitors present in the Iceceam  Segment (Reputed and well established brands as well as Local brands).  Before going for the survey I had to know the comparative packs and Prices of all the competitors existing in the market.  Since Icecream is a product that attracts children and youngsters hence I had to trace the market and segment it, which mainly deals with people of various age groups.  As Icecream is different product, the main information needed is the various types of icecream available in the market, their calorific value and various other facts. They can be termed as :  Amul Probiotc prolife & sugar free icecream is different segment which is mainly made for those people who are very concern about his health so , I had to trace this segment

4. Choice of Research design – Alternatives & choice Despite the difficulty of establishing an entirely satisfactory classification system, it is helpful to classify marketing research on the basis of the fundamental objectives of the research. Consideration of the different types, their applicability, their strengths, and their weakness will help the student to select the type best suited to a specific problem. The two general types of research are:

EXPLORATORY RESEARCH

35

Exploratory research seeks to discover new relationship, emphasis on discovery of ideas. Marketing researches devote a significant portion of their work on exploratory studies when very little is known about the problem being examined.

CONCLUSIVE RESEARCH Conclusive studies attempts to determine the frequency with which something occurs or the relationship between two phenomenons. Usually conclusive studies assume certain under underlying characteristics of the market or have some precise statement of research questions/hypothesis.

5. RESEARCH INSTRUMENT USED - DETAILS & WHY? If one wants to know what type of dentifrice people use, what they think of, television commercials, or why they buy particular brands of cars, the natural procedure is to ask them. Thus, the questionnaire method has come to be the more widely used of the two data collection method. Many consumers are now familiar with the telephone caller who greets them with “We are making a survey”, and then proceeds to ask a series of questions. Some interviews are conducted in person, others by telephone, and others by mail. Each of these has its special advantages and disadvantages and limitations. The questionnaire method in general, however, has a number of pervasive advantages and disadvantages. Discussion of particular variations will be more meaningful if these characteristics of the general methods are brought out first. A questionnaire consists of list of questions to be asked from the respondents and the space provided to record the answer / responses. Questionnaire can be used for the personal interviews, focus groups, mails and telephonic interviews. The choice among these alternatives is largely determined by the type of information to be obtained and by the type of respondents from whom it is to be obtained. The common factor in all varieties of the questionnaire method is this reliance on verbal responses to question, written or oral. Questionnaire in the project consists of:  Multiple choice questions  Dicthomus

MULTIPLE CHOICE QUESTIONS: Questions of this type offer the respondents an alternative to choose the right answer among others. It is faster, time saving and less biased. It also simplifies the tabulating process. 36

OPEN END QUESTIONS: In this type respondents are free to answer in their own words and express the ideas they think are relevant, such questions are good as first questions or opening questions. They introduce the subject and obtain general reaction. DICTHOMUS: These are the questions which are Boolean in nature. These answers are straightforward and respondents have to answer them in a straight way. That means the answer can only be either ‘Yes” or ‘No’. SAMPLING METHODS Sample design is a definite plan of obtaining some items from the whole population. The sample design used in this project is two state sampling i.e. cluster sampling and convenience sampling. The whole city was divided into some geographical areas like in Central Delhi and I have chosen Dariyagunj, DMRC, NFC, APO’S, A CLASS OUTLETS. The total sample size was 50 -100 outlets .

CLUSTER SAMPLING Here the whole area is divided into some geographical area and a definite number of consumers were to be surveyed.

CONVINIENCE SAMPLING This type of sampling is chosen purely on the basis of convenience and according to convenience.I visited Dariyagunj, ITO, NFS’S, APO;S, A class Outlets and Dealers.

SAMPLING Sampling Technique: Non probability sampling technique that in which each element in the population does not have an equal chance of getting selected Sample Unit: People who buy Amul Prolife ice cream available in retail outlets, superstores, etc Sample size : 50 to 100 APO’S, A class outlets, parlours Consumer (Age ranging between 15 yrs to 65 yrs) Method

: Direct interview through questionnaire. 37

Data analysis method: Graphical method. Area of survey: New Delhi (Central Delhi).

FIELD WORK- METHOD USED FOR DATA COLLECTION  Questionnaire was prepared keeping the objective of research in mind.  Questions were asked to respondents as regards to there willingness to purchase Ice cream.  The help of questionnaires conducted direct interviews, in order to get accurate information.  In order to get correct information I had to approach consumers ranging from 15 yrs to 65 yrs.  I visited as many respondents as I can and asked them their real likings about any iceream  It is really a Herculean task to understand Consumer Behaviour, as the definition suggest, “Consumer behaviour is a physical activity as well as decision process individual engaged in when evaluating, acquiring, using and disposing goods and services”.  In order to collect accurate information I visited to APO’S (Amul preferred outlets), A class outlets, Parlours , , each and every question was filled personally by the respondents and checked properly.  People were not willing to answer, when they were contacted between 1.00 pm to 5.00 pm, the time when most of the people take rest during the scorching heat.

38

Primary Tabulation & Interpretation CONSUMER [1] What kind (Company) of Ice cream do you eat? Branded Non branded

92 % 08%

COMPANY NON BRANDED 8%

BRANDED 92%

39

INFERENCE 92% respondents in the region of Delhi consume Branded Icecream, while 8% still consume non branded.

[2]

Which company do you mostly preferred? Kwality Walls (Hul) AMUL Mother Dairy Vadilal Others

30 % 25 % 22 % 13 % 10%

COMPANYPREFFERENCE KWALITYWALLS

AMUL

MOTHER DAIRY

VADILAL

10% 30%

13%

22% 25%

INFERENCE 40

OTHERS

Mostly children & teenagers likes icecream in their families. So we should give stress on children & tenager segment to increase market share. Young & old people also using icecream for consuming & for giving as a gift.

[3]

Which ice cream flavor do you like? Vanilla

60%

Butterscotch

30%

Strawberry

06%

Other

04%

Flavour STRAWBERRY

OTHERS

BUTTERSCOTCH VANILLA

41

INFERENCE The above diagram suggest that the most preferred form is bar i.e. 60%, followed by i.e. 30%, Vanilla are all time favorites with 06% while other forms are preferred to the extent of 6%.

[6]

Do you know about the Amul Prolife (Probiotic) ice

cream? YES - 38

NO - 62

AMULPROLIFE(PROBIOTIC) AWARENESS YES

N0

38%

62%

42

INFERENCE Mostly people do not have any knowledge about the probiotic ice cream

[7]

DO you have any knowledge about the Probiotic ice

cream?

PROBIOTICAWARENESS

YES 40%

N0 60%

43

INFERENCE 60 % OF People do not aware about the mean of Probiotic icecream.

[8] Have you ever tasted Amul Probiotic Sugar free ice cream? Yes No

70 % 30 %

TASTE

YES NO

44

INFERENCE The chart shows that 70% respondents have tasted Amul Prolife ice cream, while still 30% have not tried Amul ice cream. Amul must use proper techniques in order to cater the needs of every common man.

[9] Can you recall AMUL advertisement towards Prolife ice cream? Yes No

32 % 68 %

ADRECALL

YES NO

45

INFERENCE Here it was observed that only 32% respondents in the city of Delhi were able to recall Amu Prolife advertisement. This shows how much Amul lags behind in promotional activities and advertisement. Therefore Amul must use strong promotional activities and advertisement in order to retain their potential consumers.

[10] Who uses Amul prolife probiotic & sugar free ice cream in your family?

   

Children Teenager Adult Old person

USES(AMULPROLIFE& SUGARFREE)

CHILD 30%

OLD 40%

TEENAGER 10% ADULT 20%

46

INFERENCE We can clearly gauge from the pie chart that 40% of the old person preffered Amul Prolife sugar free ice cream, after the children having 30% preference because both segment is very conscious about his health.

[11] What is the frequency of purchasing ice cream? Daily

17 %

Weekly

22 %

Fortnightly

13 %

Occasionally

48 %

47

PURCHASINGFREQUENCE

OCCASIONALLY 48%

WEEKLY 22% Other 61% DAILY 17%

FORTNIGHTLY 13%

INFERENCE The frequency of icecream differ a lot where 17% respondents buy it daily, 22% weekly, 13% fortnightly, and there is a Hugh chunk of people who buy icecream occasionally.

[12] How do you scale your ice cream?

ATTRIBUTE

POOR

AVERAGE

48

GOOD

EXCELLENT

PRICE

48%

22%

23%

07%

SWEETNESS

20%

14%

20%

46%

PACKAGING

33%

18%

12%

37%

HEALTHY

12%

16%

23%

49%

SCHEMES

37%

13%

17%

33%

AVAILABILITY

12%

15%

23%

50%

[13] If you have choice which ice creams will you preferred?

49

1. AMUL PROLIFE (PROBIOTIC) ICECREAM 2. KWALITY WALLS FRUIT & NUT ICECREAM 3. MOTHET DAIRY DOUBLE PACK CHOCOLATE 4. OTHERS

ICECREAMPREFFERENCE OTHERS 10% MOTHER DAIRY DOUBLE PACK CHOCO 22%

AMUL PROLIFE 33%

KWALITYWALLS FRUIT NUT 35%

INFERENCE The above pie chart shows, 35% of consumer always preferred fruit nut ice cream but the difference between Amul Prolife ice cream (33%), says that they are very conscious about his health.

OUTLETS & PARLOURS 50

[1.] Consumer level of acceptance toward Amul ice cream? TABLE NO .3 LEVEL HIGH MODERATE LOW TOTAL

NO. OF RESPONDENT

PERCENTAGE OF

25 15 10 50

RESPONDENT 50% 30% 20% 100%

COSUMERLEVELACCEPTANCE COSUMER LEVEL ACCEPTANCE

50

30 20

HIGH

MODERATE

LOW

INFERENCE From the above chart I can say that the consumer’s level of acceptance towards AMUL ice cream is very high, their percentage more than 45%.

[2] Does the packing of the ice cream influence customer to purchase it? 51

Yes – 60 %

No -

40%

PACKAGING YES

NO

40%

60%

Findings & limitation for the Potential of Prolife & Sugar free Brand of Amul ice cream in Central Delhi

52

Scope of study is to help in comprehensive analysis of prolife & sugar free ice cream of AMUL. It also tends to the A class outlets and APO’S view about the important aspect of the company with reference to its Prolife & Sugar free ice cream & other product. From the study I have also got the information about the AMUL parlors, A class outlets and APO’ S in central Delhi. It also give information about the level of satisfaction from the outlets towards the AMUL prolife & sugar free ice cream. By the findings through the analysis and interpretation which I have done with different APO’S & outlets .I said that their were no problems and issues in APO’S & A class outlets towards AMUL Prolife & sugar free ice cream in Central Delhi.

LIMITATION  Limited time available for interviewing the respondents. As a result of this it was not possible to gather full information about the respondents.

 When I interviewed children and teenagers, sometimes they use to  give answers under the influence of their parents or elders.

 As summer training is going under summer season so sometimes  people are less interested in filling up questionnaire..

 Non-cooperative approach and rude behavior of the respondents.

 If the respondents answer does not falls between amongst the options given then it will turn up to be a biased answer. Some time outlets and parlours owner did not give proper knowledge queries.

FINDINGS

53

and time about my

 From the research I found that in Central Delhi there are about 4 APO’S ,8 A class outlets & 20-25 small shops who purchase AMUL Prolife & sugar free ice cream/ products.  There are 4 APO’S (AMUL Preferred Outlets) in Central Delhi which are the exclusive AMUL outlets, they sell only AMUL products.  The prices of AMUL Prolife & Sugar free ice cream as par with same other AMUL ice cream.

 The outlets order processing from distributor or company is done by phone or companies sales person who used to visit distributors office and APO’S.  The APO’S & A class outlets have their separate D/F for AMUL ice cream/product.

 The logistic involved for making products available to the final customers are tempos or trucks depend upon the order by distributor.  The company has launched their ice cream quarterly.  The consumer level of acceptance towards AMUL ice cream/product is very high.  The APO’S & A class outlets did not face any difficulty / problem about supply of materials provided by the company. 

During the survey it was found that still there are 60% people who

have not

tasted Amul Prolife Sugarfree icecream.  Lake of Awareness in consumers. Many people are not know about Amul Prolife Sugarfree icecream specially children and teenagers.  As I found that the main product of Amul is Milk and company firstly wants to capture maximum market share in milk market which is approx. 66%, after it Amul is concentrating upon butter & cheese which has market share of approx. 88%, so it is not concentrating upon icecream.  When I interviewed people then many of the people can not recall Amul icecream advertisement. It shows Lake of Promotion Activity  There is lake of Sales Promotional Activities i.e. , extra weight, quiz contest etc.  Mother Dairy is main competitor and strategically better performer then Amul.  I find the main thing is that “Amul” brand name has very good image in consumer’s mind and they consider it as Pure & Good Product.  People who have tasted Amul Icecream are not ready to purchase the same again because of improper availability

SUGGESTIONS 54

 In order to maintain and increase the sales in the city of Delhi, the following recommendations regarding Amul Prolife ice cream; particularly regarding advertisement, distribution, promotional policies, etc, are hereby suggested:

 First and foremost Amul should take proper action in order to improve service, because although being on a top slot in Butter and milk supplies it does not get the sales in icecream, which it should get.  Company should use brand ambassador which attracts each age segment i.e. Saniya Mirza, Shaktimaan, Amitabh Bacchan, Superman, Krrish, Jadoo etc.  Amul should give local advertisements apart from the advertisements given at the national level. Local advertisement must mention the exclusive Amul shops of the city.  Company should launch Prolife sugarfree icecream in new attractive packing to change image of Amul icecream in consumers mind.  Company should introduce sales promotion schemes like free weight, cutting knife, contest, free gifts etc.  Company should launch icecream in new flavors like – Mix Fruit Pineapple Elaichi Coffee Banana Mango

 The company needs to improve their packaging material quality. Packaging is one of the main areas of disagreement with the ice cream because the packaging of the Prolife & Sugar free ice cream creates problem with caring and forwarding

 Company should have to open more APO’S & A class outlets because total number of outels in delhi is very less.

55

CONCLUSION 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. As we know Amul is a co-operative organisaion but icecream industry is a profitable industry we can’t ignore it. With the help of research, company can find out its week points in Prolife icecream product and can increase its market share through rectify mistakes. People have believed in Amul’s product and they will accept its icecream also if effective actions were taken.

The survey resulted into following conclusions:  Amul must come up with new promotional activities such that people become aware about Amul Prolife Sugar free icecream  Quality is the dominating aspect which influences consumer to purchase Amul product, but prompt availability of other Prolife Sugar free icecream brands and aggressive promotional activities by others influences the consumer towards them and also leads to increase sales.  In comparison to Amul Prolife Sugar free ice cream, the other players such as Kwality Walls, Mother Dairy, and Vadilal provide a better availability and give competition to the hilt.  People are mostly satisfied with the overall quality of Amul Prolife Sugarfree icecream, but for the existence in the local market Amul must use aggressive selling techniques.

56

BIBLIOGRAPHY

1. www.amul.com

2. www.amuldairy.com 3. www.google.com 4. www.marketresearch.com

5. www.dairy.com 6. Research Methodology. ( Harper W.Boyd, C. R. Kothari )

57

APPENDIX QUESTIONNAIRE I am a student of PGPM from INDIAN INSTITUTE OF PLANNING AND MANAGEMENT, NEW DELHI conducting a survey on Potential of Amul Prolife & Sugar free ice cream [1]

What kind of Ice cream do eat? Branded ______ Non-branded ______

[2]

Who uses Amul Prolife sugarfree icecream in your family? Children Young

Teenager Old

[3]

What Icecream flavour do you like? Vanilla _____ Butterscotch _____ strawberry _____ Other _____

[4]

By which media you prefer to watch advertisements? Television Newspapers Others (Mention)

[5]

Hoardings Magazines

What factors effects you in a chocolate advertisement? Brand ambassador _______ Comedy _______ Others (Mention) _______

[6]

Jingles ________ Music ________

Have you ever tasted Amul Prolife ice cream ? Yes _____ No ______

[7] Can you recall AMUL icecream advertisement? Yes

____

No

58

____

[8] What is the frequency of purchasing ice cream? Daily ______ Weekly _______ Fortnightly ______ Occasionally _______ [9] How do you scale your Chocolate? ATTRIBUT E

POOR

AVERAG E

GOOD

EXCELLEN T

PRICE SWEETNESS PACKAGING SOFTNESS SCHEMES AVAILABILIT Y [10] Which company ice cream do you like most? AMUL ____________ KWALITY WALLS ____________ VADILAL ____________ MOTHER DAIRY ____________ OTHERS ____________ [11] Why do you prefers Amul Prolife ice cream? ______________________________________________ ______________________________________________ ______________________________________________ ______________________________________________

59

[12] Have you got any complain about Amul ice cream? Taste Packaging Rates [13] Did you receive any separate demand towards Amul prolife& Sugar free ice cream from the consumer? [14] How does the pattern of sales changes after launched Amul Prolife &sugar free ice cream? [A]. Prolife & Sugar free ice cream eat into the share of other Amul ice cream [B].Prolife & sugar free ice cream cut into the share of rival brand while not affecting sales of other Amul ice cream [C]. Sale of Amul ice cream & rival ice cream stay unaffected while brand extensions bring in new customers NAME: AGE: 10-15

___________ ___________ 15-25

25-35

35-45

THANK YOU _________________ ______________

60

45 and above

61