Amul

INTRODUCTION

India

As early as the sixteenth century, the Mughal emperors used relays of horsemen to

bring ice from the Hindu Kush to Delhi where it was used in fruit sorbets. Kulfi is

a type of ice cream which is very closely related to the Persian ice cream and is

still sold by road side vendors and in restaurants

The Indian ice cream was till recently reserved for the small scale sector. It was

opened to large-scale manufacture only in 1997. Since then the market has been

witnessing fierce battles and huge investment on the part of major players in cold

chains and infrastructure. The over all industry has been growing in the region of

15-20% over the last five years. The country has a per capita consumption of 0.25

ml approximately.

Info quest India’s report on ice-cream market in India gives the salient

features of the industry in a clear and concise format.

Market Size and Growth

Now a day Ice creams are available in various forms such as Chocobar, Dollies,

Frostik, Ice Candies, Tricone, Chococrunch, Megabite, Cassatta, Cups, Party

packs etc. Candy sticks account for about 25-30% of volumes, where as cups and

other novelties contribute the rest.

PGDMS & RC, S.I.T. Tumkur 1

Frozen desserts market in India is very small and refers to vegetable fat (instead of

milk fat) based ice creams. Besides, a wider range of frozen desserts is also made

in house and served in 5 star hotels.

The ice-cream market growth during the late 80’s and early 90’s was very low at

around 2-3%p.a, but slowly the market has started picking up especially after De-

reservation of the sector in 1997. For last 1-2 years the ice-cream market in India

is growing at 15-20% per annum and presently in 2006-2007 it is estimated at

worth of Rs 15-20bl. This growth rate is expected to continue for another 2-3

years because of lower base. Of the total size of Rs15-20bl, around 30-32% is in

the hands of organized sector valued at Rs 4.9bln, rest all is with the unorganized

sector. The growth rate could have been even higher but for poor infrastructure,

high excise duty /sales tax etc. Excise on ice cream was increased from 13% to

16% in the FY2000 budget.

Market growth historically was stunted up by Government policies. Till

1997, ice cream manufacture was reserved for small-scale sector. The leading

players were unable to invest adequately to develop an infrastructure of cold chain

for storage and distribution. Erratic supply and shortage of power in most parts of

the country have been the major factors limiting growth of a cold chain. As a

result, there was a dearth of good quality products in the market and also lack of

adequate infrastructure to distribute the same. Cadbury had entered the market in

1992 with its Dollops brands, but was unsuccessful in building up a significant

franchise and withdrew two years later. In the absence of any competition from


Macs, local players were able to build up a strong franchise in respective local

areas. Some of the players were built up their market through exclusive parlors.

But in most cases parlor network also could not extend beyond local limits. At the

beginning of the first phase of liberalization, AMUL entered the market through

frozen desserts route.

Both Amul and Hindustan Lever''s (HLL) Kwality Walls claim to be the

largest selling ice-cream brands in India. While HLL quotes a market research

study by AC Nielson, which puts Kwality Walls at the No 1 spot, an independent

study by Ahmedabad-based Consumer Education and Research Society (CERS)

ranks Amul as No 1, followed by Kwality Walls (among four brands including

Vadilal and four loose samples) on various parameters of taste, melting quality,

weight, fat and sugar content. Maul ice-cream, manufactured by the largest milk-

producing co-operative was introduced in Mumbai in 1996, intensifying the

competition. In the 1997, the sector was de-reserved from small scale, based on

the recommendation of the Abed Hussein Committee report, on the ground of

hygiene and technology. Removal of licensing restrictions and investments by new

players in capacity and market expansion is expected to lead to rapid demand

growth in this sector.

SEGMENTATION


Ice cream market can be segmented in three different ways, namely on the basis of

flavors, on the basis of stock keeping units/ packaging by retailers and on the basis

of consumer segments.

On the basis of flavors the market today has a number of flavors like Vanila,

Strawberry, Pineapple, Orange, Rose, Mango, Chocolate, Honey-Dew-Melon,

Tutti Frutti, Litchi, Kesar Pista, Kaju Draksh, Butterscotch, Chocochips, Rajbhog

and Cashew Break.

The market is totally dominated by Vanilla, Strawberry and Chocolate,

which combinedly account for more than70% of the market followed by

butterscotch and other fruit flavors.

On the basis of stock keeping units/ packaging the market can be divided in

to 4 segments.

Cones

Cups

Tri cones

Swirl

Candies

On the basis of the consumer segment the market can be divided in to

Impulse segment ( pull cart)


Retail ( Home take a ways)

Institutional / catering.

Parlors

While institutional or catering accounts for around 15%, retail and other impulse

combinedly take the major chunk with 70% of the market.

PACKAGING

Ice cream is marked in various types of packaging namely Cups, Candies, Cones,

Family packs.

The most popular is the category of Cups, which are available in size of 100-

150ml sold in the Rs8-15 price range. But now with players emphasizing on cones

and softies, the category is growing very fast. The candies are priced in the range

of Rs15-20. Family packs available in wax coated paper/plastic tubs are sold at

around Rs50-60 for the popular flavors like vanilla and strawberry etc. And for

premium flavors the price will be around Rs150-200.

DISTRIBUTION

The ice cream distribution chain typically consist of a distributor / stockiest and

the retailer. Most players have regional operations with production facilities

located near the market as adequate cold chain facilities for transportation over

long distance is not available. Distribution of national brands is done through


owned or leased cold storage facilities located in the major consumption centers

from where the supplies are sent to distributors or directly to retailers.

The retail network for ice cream consists of exclusive ice cream parlors,

which may be company owned or franchise outlet and other retail outlet like

provision stores, hotels and restaurants. Today most of the companies in the

industry are opening these ice cream parlors to cater to retail segment. More over

with retail margins being in the range of 18-20% coupled with urbanization. The

companies are emphasizing on this from of retailing.

MAJOR PLAYERS

The Indian ice cream market is dominated by a large number of small local

manufactures and regional players. There are estimated 150 manufactures in the

organized segment, which accounts for 30-35% of sales around 2500 units in the

unorganized market.

In the organized segment, the significant brands are Amul, Kwality Walls, Vadilal,

Mother Dairy and Baskin Robbins.


Major National Players Brands

GCMMF/Other Milk Co-operatives Amul, Mother Dairy

Hindustan Lever Kwality Walls, Dairy Classic, Max,

Cometto, Magnum.

Vadilal International Vadilal, Dairy Fresh

Mharashtra Dairy products Baskin Robbins

Besides the national brands there are other premium brands, which have carved a

niche for themselves in their respective regional markets. These players have

mostly concentrated on large metro cities. These players sell through their

exclusive parlors. The major national players sell through franchise parlors as well

as through retail stores, groceries, restaurants, hotels, roadside stalls on high ways.

Region Brands

East Taluka, Rollicks (Indus ice-cream)


West Nature world, Pastonji, Naturals (In Mumbai only)

Dinshaw’s (In Maharashtra only)

Havmor ( In Gujarat only) Yum of Dairy Den (In Gujarat

only)

North Mother Dairy, Nirula’s

South Arun ( Hatsun Foods), Joy, Nandini ( Karnataka only)

Mumbai has several players such as Nature World, Naturals, Ice cream Express,

Dinshaw’s etc. Which are priced at a premium over the AMUL and Kwality Walls

brands?

The Arun promoted by Hatsun Foods Pvt. Ltd, is a dominant brand in South. Arun

sells its ice cream through exclusive parlors, which are popular in the southern

cities.

Joy is another marginal national player has a stronger presence in the South.

Together Arun and Joy have a sizable presence in the Southern markets of

Chennai and Tamil nadu. But Amul has acquired its most market in Northern

region.


Along with this Nirula’s is a strong local player in Delhi. Mother Dairy the Delhi

version of the Amul brand also has a strong presence in the Northern region.

Gujarat Co-operative Milk Marketing Federation

(GCMMF)

GCMMF, better known through its Amul brand, has been the latest entrant in the

national ice-cream market. It has launched milk based ice-cream under its flagship

brand Amul in January 1997. GCMMF has a distinct edge over existing

competitors and expected new entrants on several counts.

An advantage in procurement of milk is the key raw material in ice-cream. Milk

supply in India is largely controlled by the regional milk cooperatives. GCMMF

itself is the leading supplier of milk in the Western region. Besides procurement

from other regional cooperatives is also easier for GCMMF as compared top other

players. Infact, GCMMF has a tie-up with the Karnataka Milk Marketing


Federation, which manufactures ice-cream on be-half of GCMMF, which is

marketed under the Amul brand name.

Competitive pricing: GCMMF can procure milk at lower prices as compared to

competition. Amul has been launched at a substantial price discount to main

competitors Kwality Walls and Vadilal. This has helped in attaining a good

volume grown in a short time span.

Brand awareness is high:

The Amul brand has a strong equity in milk products and GCMMF has managed

to leverage on this brand equity and attained over 20% market share in Mumbai

within a year of its launch.

Established distribution network:

GCMMF already has a wide retail distribution network, which market its other

milk products such as cheese and butter. Hence distribution reach the single most

important factor in creating a critical mass is already available.

Presently Amul ice-cream has second highest market share of about 39% and

also has a high brand recall. The company has a total of 7 ice cream manufacturing

units three are in Gujarat, one each in Delhi, Patna and Bangalore and other one in

Tarapur. GCMMF main ice-cream manufacturing facility is located at

Gandhinagar, which is Asia’s largest and most modern integrated ice-cream

manufacturing plant and uses world renowned refrigeration units and an efficient


cold chain. The company is also said to be in talks with cooperative federation of

UP and MP for contract manufacturing its ice-cream in Lucknow and Ujjain

Dairies.

The company has gone national during the year (FY01) with setting up of proper

infrastructure facilities of cold storage for eastern markets. It has also tied up with

various regional Dairy co-operatives like Mother Dairy (Delhi) for the northern

market, Mother Dairy (Bangalore) for the southern market. And Patna Dairy

Project for increasing its reach. The company presently is said to be in talks with

co-operative Dairies in Ujjain and Lucknow for its operations in northern and

eastern markets. The company’s talks with Vadilal for buying out Barailley ice-

cream unit would help in supporting eastern regions operations of the company.

VADILAL INDUSTRIES LTD (VIL)

The Vadilal group’s origins can be traced back to entrepreneur Vadilal Gandhi’s

ice-cream manufacturing units at home with a hand-cracking machine in 1930. It

grew from strength and acquired all India market share of 15% and over 50%

market share in Gujarat. The company also backward integrated into

manufacturing of biscuit cones, paper cups and equipment for ice-cream freezers.

The company also forward integrated by setting up a division to fabricate

refrigerated vehicles and de-freezers for retail stores. It set up an R&D center to

support product development in all its activities. The group also has interest in


industrials gases, mixers and chemicals. The company has also invested in a wind

farm project at Jamnagar in Gujarat. And has set up 6 wind-turbine generators of

320KW. VIL’s distribution networks consist of 10,000 dedicated retailers.

Ice-cream, the core business of VIL account for 60-65% of turn over. Its Vadilal

and Dairy Fresh brands have a strong presence in the Western market (mainly a

Gujarat) Vadilal decided to go national 5 years ago and set up a processing plant at

Dharampur village, Valsad in Gujarat.

BASKIN ROBBINS INTERNATIONAL

Baskin Robbins International, the 100% subsidiary of global players, Allied

Domecq set up shop in 1995 in a joint venture with the Ravi Ghai Group under the

name of Maharashtra Dairy Products Manufacturing. Baskin Robbins ice-creams

were initially launched at a substantial price premium and were able to create a

critical mass in the price premium and were unable to create a critical mass in the

price sensitive Indian market. The company has since reduced its price to Rs25

from Rs30 plus and this has had a positive impact on the companies volumes in

the current year. The company currently imports essence and flavors but has been

facing problems in terms of import of certain types of certain types of coffee beans

and animal fat content in certain ingredients, which do not suit the Indian palate.

Hence the company has now decided to achieve a 70% indigenization level. It has

been proposing to procure flavors from Bush Allen Broake India.

ARUN ICE CREAM


Arun Ice Cream:

It is the No 1 ice cream brand in South India. There are over 70

unforgettable varieties, each distinct in taste with regular additions to the range.

Arun has over 1000 exclusive parlors. To the ice-cream lovers in South India,

Arun offers fascinating flavors and combinations. Among these, many of them are

India’s first and trendsetters in their category. Like the amazing ‘Color Magic’ an

ice-cream that changes colors.

COMPANY PROFILE

REVIEW OF OPERATIONS

MILK PROCUREMENT

Total milk procurement by our Member Unions during the year 2006-07 averaged

67.25 lakh kilograms (6.7 million kg) per day, representing a growth of 4.5 per

cent over 64.38 lakh kilograms (6.4 million kg) per day achieved during 2005-06.


The highest procurement as usual was recorded during January 2007 at 84.09 lakh

kilograms (8.4 million kg) per day. This increase in milk procurement is very

impressive, keeping in mind the massive loss suffered by our farmers due to floods

during the monsoon season, specially in Surat district.

SALES

During the year, sales of our Federation registered a growth of 13.4 per cent to

reach Rs. 4,277.84 crores (Rs. 42.77 billion). This is an extremely impressive

growth, when viewed from the perspective of 29 per cent growth that we had

achieved last year. In global terms, we have now become a billion dollar

organization.

I am also pleased to note that our Federation has done remarkably well in most of

the value-added consumer packs. Sales of Amul Milk in pouches have grown by

40% in value terms. Similarly, sales of Ghee in Amul and Sagar brands have also

grown by 28%. UHT Milk has also shown an impressive value growth of 25%.

With the highly successful launch of Amul Kool Café, our sales value in the

Flavoured Milk segment has seen an exponential increase of 55%. We reaffirmed

our status as the undisputed leader in Ice-cream segment, by registering impressive

growth in sales. In line with our policy of continuous innovation, we have

launched Probiotic and Sugar-free Ice-cream to cater to the growing health

conscious segment.


Our sales in Amul Processed Cheese have shown consistent and very impressive

growth, year after year. In 2006-2007, we recorded 20% growth in value sales for

Cheese, yet again. We managed to register double-digit value growth in Butter and

Milk Powders, despite intense competition in these categories. We have

introduced an entirely new range of chocolates in world-class packaging, under the

brand name Amul Chocozoo. In the health-spread category, Amul Lite and

Delicious Margarine have performed extremely well, with a combined growth of

58% in sales value.

RETAILING

The advent of modern format retailing has led to a sea change in purchasing

behaviour of consumers. While large retail chains do provide some convenience to

consumers, historically they have rarely had any beneficial impact on farmers who

supply agricultural produce to them. Across the world, it is observed that the

farmer’s share in the consumer’s rupee, keeps on declining due to the rising

bargaining power of supermarket chains. This phenomenon will definitely take

place in India, as well, within the next few years. To counter this, we have decided

to set up our own Amul Preferred Outlets (APOs), all across the country.

GCMMF ventured into organized retailing in 2002 with a view of getting

closer to the consumer and provide her the complete brand experience. We have

made our presence felt by creating several strategically located parlours, in a short


period of time. The entire expansion drive is based on the franchisee route adopted

by GCMMF, which means an employment opportunity for thousands of

enterprising Indians. The Retailing operations would not only help farmers and

small time entrepreneurs to counter the onslaught of Modern Format stores but

would also help consumers to relish complete Amul brand experience.

DISTRIBUTION NETWORK

Overall economic growth, higher disposable incomes, changing attitude of

consumers towards spending, various alternative consumption forms, and

emergence of Organised Retail throws up challenges and also opportunities to the

Distribution function of Federation. To keep pace with the changing market

scenario, in the previous years, we have increased our distribution network in

small towns. During this year we have divided markets into 14 segments to ensure

improved availability of our products. Improved distribution focus on newly

launched products was on top of our agenda. Our product lines were divided into

Main Line and New Line. Separate distributors were appointed during the year

exclusively for New Line. For specific product categories also exclusive

distributors have been appointed. Separate manpower has been earmarked for each

line.


To impart concepts of modern marketing amongst our distributors an initiative of

Marketing and Sales Management Programme of our distributors have been taken.

In collaboration with a premier business school, a 2 days workshop has been

designed. All distributors of Federation will undergo this Training Programme.

Amul Yatra programme has been continuing to bring our channel partners to Amul

to give them an exposure to our cooperative institutions. This year our emphasis

was upon our newly appointed distributors and channel partners from various

business segments like Organised Retail, Caterers etc.

Amul Ice-cream in Delhi:

The Gujarat Co-operative Milk Marketing Federation has launched its ice cream in

Delhi, in competition with Kwality Walls and Mother Dairy for the country’s

largest ice cream market, a newsreport said. Delhi currently accounts for around

18 per cent of the country’s estimated Rs 525 crore organised ice cream market of

80.8 million litres. It also boasts of a per capita annual ice cream consumption of

1.45 litres, as against the national average of 0.25 litres. The Delhi market is

currently dominated by Hindustan Lever Ltd’s Kwality Walls and Mother Dairy,

which is a brand of AMUL’s sister, co-operative concern, National Dairy

Development Board (NDDB). By keeping the prices of Amul at the same level as

Mother Dairy and lesser than those of Kwality Walls, the company hopes to

increase the market-share of the co-operative sector in the Delhi market. The Delhi


ice cream market is expanding by 20 per cent each year and Amul has entered this

market to cater to this expanding market. Amul will source its entire ice cream

requirement (including for Delhi) from its Gandhinagar plant. The company

claims to have sent 1,000-odd deep freezers to Delhi under its ‘Hamara Apna

Deep Freezer’ (HADF) scheme. Also, retailers are being encouraged to buy their

own deep freezers with Amul negotiating a discounted price on their behalf with

companies like Blue Star, Voltas and Carrier.


DESIGN OF THE STUDY

1. TITLE OF THE STUDY

“ACCEPTANCE AND AWARENESS OF AMUL’s PROBIOTIC ICE-

CREAM TOWARDS RETAILERS AND

CUSTOMERS”

2. STATEMENT OF THE PROBLEM

To determine the customers and retailers response, awareness and acceptance

with reference to AMUL’s Probiotic ice-cream. And the study thus seeks to

collect the information from customer’s awareness and acceptance as well as

retailer’s acceptance in their respect.

OBJECTIVE OF THE STUDY

1) To determine customers awareness towards the AMUL’s Probiotic ice-

cream.

2) And also determining the customer’s acceptance towards AMUL’s

Probiotic ice-cream.


3) And also finding the retailers awareness and acceptance towards the

AMUL’s Probiotic ice-cream.

4) To determine the customers response towards the flavor of Probiotic

ice- cream with reference to AMUL.

5) And identify which factor influence most, while go for AMUL ice-

cream when compared to competitors ice-cream like Kwality Walls,

Joy, Dairy day, Dairy Rich and Arun.

SCOPE OF THE STUDY

The study is under taken to gather information about AMUL’s Probiotic ice-cream

and also gathering of information about AMUL ice-cream and its awareness and

acceptance towards retailer and customer.

And also with a view of positioning a new Probiotic ice-cream in the

market. The study is also based on where the customers are satisfied with AMUL

ice-cream and also retailers are satisfied with the selling of this Probiotic ice-

cream as well as AMUL ice-cream. And also customers and retailers view towards

Product, Price, Availability and Distribution. And above all, the same analysis can

be extended to wider geographical area.

OPERATIONAL DEFINITIONS OF CONCEPT


1. CONSUMER: - Consumer is an individual or a group of individual in a

family who buy goods and services for personal and final consumption.

2. MARKET: - Market is the set of all potential and actual buyers of the

product.

3. BRAND: - Brand is the term sign symbol or design or a combination of

these which intended to identifying of the goods and services of one seller

or group of sellers and to differentiate them from the competitors.

4. CONSUMER RESPONSE: - Acts of individual directly involved in

obtaining and using economic goods and services including decision

process that decide these acts.

5. BRAND PREFERANCE: - It is the selection preference of the consumer

towards a particular brand of product in comparative evaluation with other

brand.

6. FLAVORE PREFERANCE: - It is the selection preference of consumers

towards a particular flavor of the product.


7. COLORED PREFERANCE: - It is the selection preference of consumer

towards a particular color of product.

8. MEDIA: - Media are the paths and channels of communication through

which the advertisement message reaches from the sender to the receiver.

LIMITATIONS OF THE STUDY

Area was restricted to Bangalore only and the respondents may not be true

representative of the Universe.

Sample size was restricted to 120 respondents.

And no much information could be collected about AMUL’s Probiotic ice

cream as it is just one among several products of AMUL ice cream.

Another aspect may be inferred on the shortage of time.


METHODOLOGY OF DATA COLLECTION

1. SOURCES OF DATA

a) Primary Data

The method was adopted for this study. Field work was

carried out to collect the necessary data. Respondents were

asked to fill in schedule of questions i.e. the questionnaire

was used to collect data. The questions were of type of

closed-ended. The information thus gathered committed

primary.

b) Secondary data

Secondary data is the quiet most economical way for

researcher to find possible hypothesis. It is to take advantage

of the work of others and utilize their own earlier efforts.


2. SAMPLING DESIGN

Sampling design must be addressed in any sampling operation. This subject

is divided in to:-

Determining sample unit

Selecting sample item

Estimating universe characteristics from sample data for our study

purpose.

a) Sample unit

Collection of data was made from the consumer of AMUL ice-cream. The

respondents were selected randomly. Localities were chosen and places

were AMUL outlets were established were taken in to consideration for

study.

b) Selecting the sample


To select the sample items from the Universe probability method was used

in which the respondents were randomly selected. They were randomly

selected from infinite population.

c) Sample size

The sample size chosen was 120 including consumers as well as retailers of

AMUL ice-cream.

d) Sampling procedure

Random Sampling was carried out on AMUL’s ice-creams. Respondents

were divided on the basis of geographical distribution and even retailers

were also divided on the basis of geographical distribution and were

varying demographic factors. Survey was conducted on AMUL’s outlets

were AMUL ice-creams available.

e) Geographic area of study

The area of the study was restricted to only to Bangalore due to lack of

time.


3. TOOLS AND TECHNIQUES OF DATA COLLECTION

A research design is a method and procedure acquiring information needed to

solve the problem. A research design is nothing but the basic plant that in data

collection analysis. If specific type of information to be collected, the source of

data collection procedure, type of research design. The following types of research

design are

Exploratory design

Descriptive design

Causal design

FOR OUR STUDY PURPOSE

Ours was descriptive research design. It clearly defines what to measure and how

to measure. It was a rigid one there was a precise statement of the problem tool of

data collection. The questionnaire was used to collect the data from customers as

well as retailers. The closed ended type of questions was used to know the

awareness of customers and also the acceptance of AMUL ice cream by customers


and retailers. And also these questions were used to know the opinion of this

AMUL ice-cream product, price, promotion, packaging, and other views.

The data which is collected was through the personal meeting with the

customers and also personal visits to the AMUL ice-cream outlets. But before

going to the retail outlets of AMUL, I took the retail outlet addresses from the

distributor of AMUL ice-cream and then prepared the questions by self, and then

did the survey. The outlet that is retailers and customers are co-operated a lot to

collect the data and get the questionnaires filled up.

FIELD WORK

The field study began with a draft questionnaire, before conducting actual survey.

Then questionnaire were reframed after getting help from the external guide. And

the actual surveys were conducted for a period of 4 weeks in various areas of

Bangalore and were the AMUL outlets located. And the work was done by

contacting the AMUL Probiotic ice-cream consumers and as well as the AMUL

ice cream retailers.

4. PLAN OF ANALYSIS


The questionnaire was administered to 120 respondents that include both retailers

as well as customers of AMUL ice-cream in Bangalore. And from the data

collected, tables were drawn and percentage calculated. The proportion and

percentage are calculated and are used for analysis and interpretation.

No research can be undertaken without the co-ordination of the customers

and retailers who are interview. Therefore respondents play aviated role in study

of consumer oriented research. The demographic variables not only distinguish the

customers group for this consumption of AMUL ice-cream and AMUL’s Probiotic

ice-cream, but also influence the customers buying decision. As an individual

progress through various stages in life, his/her needs vary accordingly and this is

so especially in the case of customer items. Hence it is absolutely necessary to

categorize respondents on the basis of their income and age.

For this purpose this study, the users that is customers of AMUL ice-cream only

were interviewed. Respondents were selected randomly and then catered into

various basis.


AWARENESS AND ACCEPTANCE TOWARDS AMUL ICE

CREAM FOR RETAILERS

Table 1

1. This table shows awareness of Amul ice cream.

PARTICULARS RESPONDENTS PERCENTAGE

Yes 40 100%

No 0 0%


Table 2

2. Table showing the approach of the distributors to the retailers.


yes 16 40%

no 24 60%


40%

60%

Table 3

2. The number of retailers who are ready to sell the Amul ice cream.



yes 19 47.5%

no 21 52.5%


CREAM FOR CUSTOMERS

PGDMS & RC, S.I.T. Tumkur

1

2

32

Table 4

1. Table shows awareness of Amul ice cream towards customers.

0

5

10

15

20

25

30

35

40

yes no

frequency

frequency



yes 40 100%

no 0 0%

33

Table 5

3. Table showing the frequency of consumption.


Once in a week 11 27.5

More than once in a week 08 20

Once in a fortnight 11 27.5

Once in a month 10 25

PERCENTAGE

Once in aweek27%

Once in afortnight

28%

Once in amonth

25%

More than once in a

week20%


Table 6

3. Table showing the preferred quantity of purchase.


50 ml 12 30

100ml 15 37.5

200ml 04 10

>500ml 09 22.5


0

10

20

30

40

PREFERED QTY. OF PURCHASE

frequency 12 15 4 9

percentage 30 37.5 10 22.5

50 ml 100ml 200ml >500ml

Table 7

4. Table showing the flavor like most?


Strawberry 08 20

Chocolate 10 25

Vanilla 18 45

Others 04 10


PREFERED FLOAVOUR

Strawberry

Chocolate

Vanilla

Others

Table 8

5. Table showing the position of the AMUL ice cream compared to other

brands.


Very good 17 42.5


Good 18 45

Average 05 12.5

Poor 0 0

frequency

Very good

Good

Average

Poor


Table 9

6 .Table shows’s the most preferred packaging material.


Cups 18 45

Cones 09 22.5

Tubs 09 22.5

Candy’s 04 10

0

10

20

30

40

50

PREFERED PACKAGING MATERIAL

frequency 18 9 9 4

percentage 45 22.5 22.5 10

Cups Cones Tubs Candy’s


Table 10

7. Table showing the availability of ice cream in retail outlet.


Very good 03 7.5

Good 23 57.5

Average 09 22.5

Poor 05 12.5


AVAILABILITY OF ICE CREAM IN RETAIL OUTLETS

Very good

Good

Average

Poor

AWARENESS AND ACCEPTANCE OF PROBIOTIC ICE

CREAM TO RETAILERS

Table 11

1 Table shows awareness of Amul Probiotic ice cream towards retailers.



yes 31 77.5

no 09 22.5

41

Table 12

2. Table showing the Awareness of the retailer about Probiotic ice cream.


AWARENESS OF AMUL PROBIOTIC ICE CREAM

Yes

No

42


Advertisement 09 22.5

Customers 12 30

Distributors 16 40

Others 03 07.5

AWARENESS OF PROBIOTIC ICE CREAM BY RETAILERS

05

1015202530354045

PERCENTAGE

Table 13


4. Table showing the customer’s response towards Probiotic ice cream.


Very good 08 20

Good 24 60

Average 05 12.5

Poor 03 7.5

THE CUSTOMERS RESPONSE TOWARDS PROBIOTIC ICE CREAM

0 10 20 30 40 50 60 70

Very good

Good

Average

Poor

percentage

frequency


QUESTIONNAIRE TO CUSTOMERS FOR PROBIOTIC ICE

CREAM

Table 14

1. Table shows awareness of Amul Probiotic ice cream towards customers.



yes 9 100

no 0 0

45

AWARENESS OF AMUL'S PROBIOTIC ICE CREAM BY CUSTOMERS

100%

0%

yes

no

Table 15

2. Table showing how the customers came to know about the Probiotic ice-cream


Advertisement 4 45

Distributors 2 22

Customers 3 33


Others 0 0

0

10

20

30

40

50

THE VARIOUS FACTORS THROUGH WHICH CUSTOMER COME TO KNOW ABOUT PROBIOTIC ICE CREAM

percentage 45 22 33 0

Advertisement Distributors Customers Others

Table 16

3. Table showing the flavors customers buy most.



Anjir 2 22

Strawberry 3 33

Vanilla 4 45

Others 0 0

22

33

45

0

0

10

20

30

40

50

percentage

THE FLAVOUR MOST PREFERED BY THE CUSTOMERS

Anjir

Strawberry

Vanilla

Others

Table 17

4. Table showing the frequency of consumption.



Once in a week 3 34

More than once in a

week

3 33.33

Once in a fortnight 0 0

Once in a month 3 33.33

frequency

34%

33%0%

33% Once in a week

More than once in a week

Once in a fortnight

Once in a month


Table 18

5. Table showing the availability of ice cream in retail outlet.


Very good 0 0

Good 7 78

Average 2 22

Poor 0 0


0

10

20

30

40

50

60

70

80

Very good Good Average Poor

THE AVAILABILITY OF PROBIOTIC ICE CREAM IN RETAIL OUTLETS

percentage

Table 19

6. Table showing the preferred quantity of purchase.


100 ml 1 11

125ml 7 78

500ml 1 11

>500ml 0 0


.

Table 20

7. Table showing the influence of price discount on consumption.



THE PREFERED QUANTITY OF PURCHASE BY THE CUSTOMERS

11%

78%

11%0%

100 ml

125ml

500ml

>500ml

52

Greater extent 0 0

Up to certain extent 7 78

No change 2 22

THE FREQUENCY OF CONSUMPTION PATTERN ON PRICE DISCOUNT

0

10

20

30

40

50

60

70

80

90

Greater extent Up to certain extent No change

percentage

INTERPRETATION



CREAM FOR RETAILERS

Table 1:

Table 1 show that the respondents that is retailers who were asked to find the

percentage of awareness of AMUL ice cream, in that out of 40 questionnaires all

40 retailers are aware of AMUL ice cream. So from this table we conclude that the

awareness of AMUL ice cream is 100%.

Table 2:

Table 2 shows that, the retailers are asked to know the supplying of AMUL ice

cream by the Distributors. So we were asked to retailers about the Distributors so

in that about 16 that is 40% retailers told that Distributor has approached them for

selling of AMUL ice cream and other 24 respondents told that they have not

approached by the Distributors.

Table 3:

And the Table 3 shows that the number of retailers who are ready to sell the

AMUL ice cream is 47.5%, and other 52.5% of retailers they are not ready to sell

the AMUL ice cream. Because they are already approached by competitors.



CREAM FOR CUSTOMERS

Table 4:

Table 4 shows that the, when the customers are asked about the AMUL ice cream

to find out the awareness of AMUL ice cream towards consumer, so we find that

all the respondents replied that they are aware of AMUL ice cream so that the

awareness is 100%.

Table 5:

Table 5 shows that the, majority of peoples they responded that that is 11

respondents told that they consume AMUL ice cream Once in a week i.e. 27.5%,

and 08 peoples like to consume More than Once in a week i.e. 20%, and other 11

respondents told that they like to consume Once in a Fort Night i.e. 28%, and rest


of the 10 peoples who will consume Once in a Month. So majority of people who

consume more is once in a week and once in a Fort Night.

Table 6:

It is clear from the Table no 6 that majority of consumers who purchase 100 ml

cups. I.e. 37.5%, and second majority of customers who consume this 50 ml cups

is 30%, and other 9 customers responded that i.e. 22.5% customers they like to

consume more than 500 ml family packs.

Table 7:

It is clear from the Table 7 that, 45% of them like Vanilla flavor, 25% like

chocolate, 20% like strawberry, and other flavor like by customers are of 10%.

Table 8:

And when we asked to customers that how you will position AMUL product when

compared with other brands so, 17 respondents i.e. 42.5% replied that it is Very

Good, 18 respondents i.e. 45% replied that it is Good, and 5 customers replied that

it is Average when compared to other brands.

Table 9:


From table 9 it is concluded that, majority of customers i.e. 45% of customers

answered that they like Cup, and 22.5% of peoples they like Cones, and 22.5% of

peoples i.e. 9 peoples they like Tubs packaging material, and rest 4 peoples i.e.

10% of peoples they like Family packs.

Table 10:

When customers are asked about the convenient availability of ice cream in your

retail outlets, 7.5% of customers replied that it is Very Good, 57.5% of customers

replied that it is Good, and 12.5% of peoples replied that it is Average.


AWARENESS AND ACCEPTANCE OF PROBIOTIC ICE

CREAM TO RETAILERS

Table 11:

This table 11 shows that the awareness of AMUL’s Probiotic ice cream towards

retailers, majority of retailers i.e. 77.5% of retailers they know about AMUL’s

Probiotic ice cream, and 22.5% of retailers they are not aware of AMUL’s

Probiotic ice cream.

Table 12:

And from Table 12 it is conclude that when we asked retailers that how you came

to know about AMUL’s Probiotic ice cream, so majority of peoples i.e.40% of

retailers they came to know about AMUL’s Probiotic ice cream by Distributors,

and others. I.e. 30% of retailers they came to know about Probiotic ice cream by

Customers, and some retailers they came to know about Probiotic ice cream by

Advertisements. I.e. 22.5%.

Table 13:

And 20% of customers they responded that this Probiotic ice cream is Very Good,

and 60% of customers they responded that is Good, and 12.5% of peoples they


responded that this ice cream is Average, and 7.5% of peoples they responded that

it is Poor.

QUESTIONNAIRE TO CUSTOMERS FOR PROBIOTIC ICE

CREAM

Table 14:

It is new product of AMUL so the peoples are not much aware of this AMUL

Probiotic ice cream, as we prepared only 9 questionnaires, so we asked the

customers who are aware of this Probiotic ice cream so all 9 respondents are aware

of Probiotic ice cream.

Table 15:


And when we asked to customers that how you came to know about AMUL’s

Probiotic ice cream, so 4 respondents i.e. 45% said that they came to know about

AMUL’s Probiotic ice cream through Advertisements, and 2 customers said that

they came to know about this ice cream through Distributors, and 3 customers said

that they came to know about this ice cream through friends or customers of

AMUL ice cream.

Table 16:

When customers are asked about the flavor they like most, so majority of

customers i.e. around 45% of customers said that they like vanilla, and 33% i.e. 3

peoples said that they like strawberry, and 22% they like Anjir, so that we may

conclude from this table is that fast moving flavor is Vanilla.

Table 17:

When the peoples are asked that frequency of consumption of this AMUL’s

Probiotic ice cream, majority of peoples said that about 34% of peoples they like

to consume once in a week. And around 33% they like to consume once in a

month.


Table 18:

Majority of peoples when they asked about availability of AMUL’s Probiotic ice

cream about 78% of peoples said that is Good. So we may conclude that there is

no problem at all and customers are getting the product at the right time.

Table 19:

When the peoples are asked about the quantity of ice cream when they go for

purchase so around 7 respondents replied that i.e. 78% of peoples they purchase

125ml of ice cream. And 11% of peoples said they like to purchase 100ml of cups,

and another 22@ of peoples said that they purchase 500 ml of ice cream.

Table 20:

When the customers are asked that to what an extent, the consumption of Probiotic

ice cream has been replaced the Consumption of normal ice cream, so around 78%

of peoples said that up to certain extent it will increase.


SUGGESTIONS

As this AMUL’s Probiotic ice cream is new product of AMUL, so to

increase the frequency of purchase by using some other promotional

methods like more Advertisements, Magazine adds etc.

Bring the notion in the minds of the peoples that Probiotic ice cream is not

only meant for teenagers, but also for Children and Adults and also for Old

peoples because this ice cream is made for Health consciousness.

Target and more focused on Adults and Old persons and even on Children.

And cups are not only meant for children but even for Adults, and Bars are

not only meant for children but also for Youths, So target properly on these

segments.


And providing special discount offer for Family pack offers that is BUY

ONE GET ONE FREE offer so that many of peoples they will get attracted

and creating its awareness and as well as sales.

And also providing special discount offer to retailers also so that they can

move the product to enhance the sales.

Reducing the price of cones and cups because many of peoples will feel

that prices are high.

Majority of peoples they like to have a cups as a packaging materials, so

that preparing them in cups and as well as in tubs and cones.

And one major problem is that in Bangalore what we found is that the

numbers of AMUL outlets are very less when compared to Kwality Wall’s

so increase the number of outlets. We find that there is a huge GAP in some

areas so major outlets what we found is Kwality Wall’s. So increase the

number of outlets.

And also wall painting and issuing pamphlets Bill Boards etc may prove to

be more effective in creating the awareness in peoples.


And we find that there is lack of advertisements regarding this product and

other ice creams of AMUL.


Amul

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