Suggestion.docx

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Products of Amul in using by most 45

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Factor which affects most

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Quality

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Price Easy availability other ideas

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SUGGESTION Amul Ice cream are among the top ice cream, but like every company Amul also has its few weaknesses,which have already been discussed in the project. Few of the recommendation 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 resposition itself in the market though 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 numbers of vendors do not 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 cream 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.

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CONCLUSION An attempt is made to identify the level of awareness and market perception among the respondent towards Amul ice cream. It was found during studies that Amul has a very good market reputation in Ghaziabad city .They have a huge market share and big customer base. They have bright future as have many uncovered area and potential customers.  Consumers are satisfied with the quality of the product.  There are lots of varieties available in the market.  Consumers have complaint regarding packaging and sometimes availability of the product particularly with the brand cassatta and Fundoo Range.  In Ghaziabad the strength competition of Amul is with local players like Gloria and goes in price terms and Dinshaes and Cream bell in quality.  There are huge opportunities for the company to open a separate Amul ice cream parlour as customers have shown great enthusiasm for it.

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