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“Monitoring & Enhancing Sale of Amul ice-cream and deep-freezers and extensive Market Research on
Amul's Pro-Biotic Food Products”
A Summer Project Proposal for
Master of Management Studies
By
Karan Sheth
K J Somaiya Institute of Management Studies & Research
May-June, 2011
Monitoring & Enhancing Sale of Amul ice-cream and
deep-freezers and extensive Market Research on
Amul's Pro-Biotic Food Products
By
Karan Sheth
Batch 2010-12
MMS A / 56
Under the guidance of
Sameer Nagle
Sales Manager
Amul
K J Somaiya Institute of Management Studies & Research
July, 2011
Certificate of Approval
We approve this Summer Project Report titled "Monitoring & Enhancing sales of Amul Ice-
cream and Deep-freezers and extensive Market Research on Amul’s Probiotic food
products" as a certified study in management carried out and presented in a manner
satisfactory to warrant its acceptance as a prerequisite for the award of Masters’ in
Management Studies for which it has been submitted. It is understood that by this approval
we do not necessarily endorse or approve any statement made, opinion expressed or conclusion
drawn therein but approve the Summer Project Report only for the purpose it is submitted.
Summer Project Report Examination Committee for evaluation of Summer Project Report
Name Signature
1. Faculty Examiner
2. Summer Project Co-coordinator
Certificate from Summer Project Guides
This is to certify that Mr. Karan Sheth, a student of the Master in Management Studies at
K. J. Somaiya Institute of Management Studies and Research, has worked under our guidance
and supervision. This Summer Project Report titled Monitoring & Enhancing sales of Amul
Ice-creams & Deep freezers & Extensive Market Research on pro-biotic food products
has the requisite standard and to the best of our knowledge has no part of it been reproduced
from any other summer project, monograph, report or book.
Faculty Guide
Monica Khanna
Professor
K. J. Somaiya Institute of Management Studies and Research
July, 2011
Organizational Guide
Sameer Nagle
Sales Manager
Gujarat Co-operative Milk Marketing Federation Ltd.
Rampart House,
22A-26A, K.D. Marg,
Mumbai – 400 023
India
July, 2011
Declaration
I hereby declare, to the best of my knowledge and ability that my work on the Summer Internship
project titled “Monitoring & Enhancing sales of Amul Ice-creams & Deep freezers &
Extensive Market Research on pro-biotic food products” is a genuine research work
undertaken by me. It has not been published anywhere earlier and is prepared after completion of the
Summer Internship Program with Social Wavelength (Social PR Outsourcing Pvt. Ltd). In addition to
this, as some of the results are confidential in nature, detail analysis of the same is not included in this
report.
Karan Sheth
56
MMS (Batch 2010-2012)
K. J. Somaiya Institute of Management Studies & Research, Mumbai
Acknowledgements
I would like to express my gratitude to all those who made the completion of this project
possible. I want to thank Mr. Sameer Nagle for giving me permission to commence this thesis
in the first instance, to do the necessary research work and to use the departmental data of
Amul.
I would also like to thank Prof. Monica Khanna for her endless guidance throughout the
project. Her thoughtful insights and priceless inputs helped me make the project more
meaningful and informative. The project wouldn’t have seen the light of day if not for her
guidance.
I would like to thank Mr. Borge and at Amul who were influential in imparting us with
knowledge about working on field and doing sales.
I would like to thank the members of the group that I worked with during the entire duration of
the project for the wonderful coordination, cooperation and encouragement.
I would also like to thank my parents, friends and colleagues who always encouraged me
during tuff times during my project.
Thank You.
Karan Sheth
56
MMS (Batch 2010-2012)
K. J. Somaiya Institute of Management Studies & Research, Mumbai
Table of Contents
EXECUTIVE SUMMARY....................................................................................................................... 7
Type chapter title (level 2)............................................................................................................................ 2
Type chapter title (level 3)...............................................................................................................................3
TYPE CHAPTER TITLE (LEVEL 1)................................................................................................. 4
Type chapter title (level 2)............................................................................................................................ 5
Type chapter title (level 3)...............................................................................................................................6
Executive Summary
The first phase of the project aimed at enhancing sales of Ice-cream and deep freezers for Amul.
In order to execute the same, initial activities included visiting the outlets, recording the existing
volume of sales & analyzing the emerging patterns in ice-cream consumption. This helped in
arriving at important conclusions regarding which flavours were popular, problems faced by the
retailers, points of contention between the retailers & Distributors, issues encountered by the
consumers and which outlets were the most popular. Following this, strategies were devised in
order to carry out the first part of the project. The key areas that were identified were as follows-
Increasing the sales at the existing outlets by implementing extensive branding and
promotion.
Converting the competitor’s outlets to start stocking & selling Amul products.
Increasing the popularity and improving service at Amul ice-cream parlours.
Increasing & promoting the sales of Amul Deep freezers.
Once these problem areas were analyzed, the next step was to execute the strategies for
addressing the problems.
1. In order to enhance the sales at the existing outlets, the activities undertaken included
promoting the brand Amul by putting up banners, advertisements, pop’s, placing
brochures, print ads, price lists & pamphlets for introducing new flavours of ice-cream.
2. Following this, the emphasis was on converting competitor’s outlets to start selling
Amul ice-creams. This was done by making them aware of the brand equity of Amul
and informing them about the rising demand of the new and existing product line
offered by Amul. Also, the fact that Amul offers more margins to the retailers.
3. To enhance the popularity of the ice-cream parlours, various schemes and plans were
suggested. One of them that was implemented was the buffet scheme where one could
have unlimited ice-cream for Rs. 50 only. This scheme ran for 2 days over a weekend
on 11th & 12th June. The offer was a big hit and served the purpose of trial of the new
flavours.
4. The sale of deep freezers ranging from Rs. 18000 to Rs. 26000 proved to be a challenge
as the competitors were giving the same for rent free of cost. Therefore, it was
necessary to make them aware of the fact that the freezer would be an asset for them as
also they were designed to save electricity to the tune of Rs. 7000 per year and were
also offered 2 years free after sales service. Thus, they were positioned with the line
“HADF- Humara Apna Deep Freezer”.
On implementing these strategies, 3 Deep freezers were sold and 8 new outlets were
converted to sell Amul ice-creams.
The Second phase of the project was to conduct extensive Market Research to understand and
identify the viability & popularity of Probiotic Yogurt & Ice-creams. The research was
conducted among 200 retailers and 200 consumers to gauge the overall reaction, awareness &
acceptance of the product line. The questionnaires (retailers & consumers) were designed to
extract information about the following –
Awareness about Probiotic food products
Retailers influence on promotion of Probiotic food products
Amul’s standing in the Probiotic market
Viability between yogurt and Ice-cream
Competitors’ analysis
Distributors Service
Visits from Company representative, Pilot salesman and Salesman
Awareness about buffet Ice-cream concept
Based on the work accomplished as stated above, the recommendations about the problem area
identified were
Introducing Amul tri-cycles all over the city
Tie ups with different establishments like Railways/Airlines/Malls/Multiplexes
Promotion of Sugar Free & Probiotic range of Ice creams
Introduction of new flavors on the basis of extensive Market Research
Promoting your brand through Electronic Media like Social Media, SMS etc
Having a better packaging system so that the ice-cream does not get destroyed
Ensuring regular visits from the company person to all the retail outlets for better
communication of satisfaction and grudges
Chapter 1
Introduction
Background of the organization
History of Amul
Amul was formally registered on December 14, 1946. The brand name Amul, sourced from
the Sanskrit word Amoolya, means priceless. It was suggested by a quality control expert in
Anand. Some cite the origin as an acronym to (Anand Milk Union Limited).
The Amul revolution was started as awareness among the farmers. It grew and matured into
a protest movement that was channeled towards economic prosperity
GCMMF: An Overview
Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products
marketing organization. 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.
Members: 13 district cooperative
milk producers' Union
No. of Producer Members: 3.03 million
No. of Village Societies: 15,712
Total Milk handling capacity: 13.67 million litres per day
Milk collection (Total - 2010-
11):
3.45 billion litres
Milk collection (Daily Average 9.2 million litres
2010-11):
Milk Drying Capacity: 647 Mts. per day
Cattle feed manufacturing
Capacity:
3690 Mts per day
Sales Turnover (2010-11) Rs. 9774 Crores (US$
2.2billion)
Source – www.amul.com
Every day Amul collects 447,000 litres of milk from 2.12 million farmers (many illiterate),
converts the milk into branded, packaged products, and delivers goods worth Rs 6 crores (Rs
60 million) to over 5,00,000 retail outlets across the city.
CRISIL, India’s leading Rating, Research, Risk and Policy Advisory company, has
assigned its highest ratings of “AAA/Stable/P1+” to the various bank facilities of
GCMMF.
Its supply chain is easily one of the most complicated in the world. Amul, the flagship for a
host of dairy products marketed by the Gujarat Co-operative Milk Marketing Federation
(GCMMF), has become Asia’s largest milk brand and now aims to become the No 1 in the
world soon. Something that is substantiated by facts: It is clearly a market leader in the milk
category in Gujarat and Kolkata. It has 38% of the ice cream market, 88% of butter, 65%
of milk powder, 70% of condensed milk and around 50% of Shrikhand.
Despite its co-operative status, it is neither a marketing minnow nor a laggard in terms of
promotion campaigns. With 47 sales offices, more than 3,000 dealers and 5 lakh retailers,
GCMMF’s marketing network allows it to easily flood the market creating a strong entry
barrier. In August 2001, when Nestle wanted to introduce its brand of butter, it found
countrywide refrigerators stocked with Amul butter.
Amul is among the top five FMCG companies in India standing firmly at the 4th position.
It is considered to be a giant in the FMCG sector.
Segment – Amul ice-creams
Amul Ice Cream was launched on 10th March, 1996 in Gujarat. The portfolio
consisted of impulse products like sticks, cones, cups as well as take home packs and
institutional/catering packs. Amul ice cream was launched on the platform of ‘Real Milk.
Real Ice Cream’ given that it is a milk company and the wholesomeness of its products
gives it a competitive advantage.
In 1997, Amul ice creams entered Mumbai followed by Chennai in 1998 and
Kolkata and Delhi in 2002. Nationally it was rolled out across the country in 1999.
It has combated competition like Walls, Mother Dairy and achieved the No 1 position in
the country. This position was achieved in 2001 and it has continued to remain at the top.
Today the market share of Amul ice cream is 38% share against the 9% market share of
HLL, thus making it 4 times larger than its closest competitor.
Not only has it grown at a phenomenal rate but has added a vast variety of flavors to its
ever growing range. Currently it offers a selection of 220 products. Amul has always
brought newness in its products and the same applies for ice creams.
In January 2007, Amul introduced SUGAR FREE & Prolife Probiotic Wellness Ice
Cream, which was a first in India. This range of SUGAR FREE, LOW FAT Diabetic
Delight & Prolife Probiotic Wellness Ice Cream is created for the health conscious.
Amul’s entry into ice creams is regarded as successful due to the large market share it
was able to capture within a short period of time – due to price differential, quality of
products and of course the brand name.
Amul Ice-Creams Variants
1) Prolife Ice-cream – Vanilla with chocolate sauce, Shahi anjir
2) Sugar free probiotic – Vanilla with chocolate sauce, Shahi anjir
3) Sundae – Sundae, Sundae magic ,Double sundae
4) Sticks – Frostik, Dollies, Candies
5) Cones – Butter Scotch, Choco crunch
6) Novelties – Cassata, Hum Tum, Cake magic
7) Malai Kulfi – Masti kulfi, Shahi pista
8) Kids – Sundae fundoo, fundoo chocobar, Fundoo balls (vanilla & mango)
9) Utterly Delicious Take away (Available in 500ml, 1.25L, 1.5L & 2.2L)
Vanilla Royale, Two in One, Butter Scotch, Chocolate Passion, Fruit n Nut Fantasy,
Alphonso Marvel
10) Utterly Delicious Cups - Alphonso Mango, Vanilla, Strawberry, Chocolate, Kaju
Draksh, Butter Scotch, Kesar Pista Royale, Kis Mis Kaju
11) But 1 Get 1 Free –
a) Spanish Saffron with Cream Balls + Same
b) Rajbhog + Same
c) Fresh Litchi + Same
d) Shahi Anjir + Same
e) Kesar Pista Royale + Same
f) Fresh Pineapple + Same
g) Fruit Bonanza + Same
h) Chocolate + Same
i) Alphonso Mango + Same
j) Tutti Fruti + Same
k) Green Pista + Same
l) Prolife Vanilla + Butter Scotch
m) Vanilla Royale + Same
n) Butter Scotch + Same
12) Couple Pack (250ml) – Vanilla Royale, Strawberry, Butter Scotch, Chocolate
Objective of the study To have a clear understanding of the ice cream industry and Amul’s position in it.
To increase sales of Amul ice-creams and deep freezers
To brand existing outlets and convert new outlets for Amul
To conduct an exhaustive market research on Probiotic food products
To check awareness, price acceptance, health consciousness amongst consumers
To check the awareness as well as level of satisfaction of retailers with distributors &
the company for Probiotic & other products
Limitations of the study
The sample size of the survey was very large and tedious to interview
The time taken to interview each consumer was a lot as every consumer had to be first
explained everything and had to be dealt with patience
The consumers’ opinion at times was very biased due to existence of Amul in the
market since many years
The time frame given to us was not enough to cover a larger of sample size
Chapter 2
Literature Review
The FMCG IndustryThe FMCG industry, or alternatively named CPG, abbreviation for Consumer Packaged Goods,
deals mainly with the production, distribution as well as marketing of packaged goods for all
consumers.
The Fast Moving Consumer Goods (FMCG) has to do with those consumables which are regularly
being consumed. Among the first activities of the FMCG industry there is selling, marketing,
financing, purchasing, and so on. Recently this industry has also launched in operations, supply
chain, production, general management, etc.
The wide range of consumable goods provided by the FMCG industry turns over a large amount of
money, while competition among FMCG manufacturers is become more and more fierce. Investors
are putting more and more into the FMCG industry, especially in India, where the FMCG industry is
the fourth largest sector, having a total market size of more than US$13 billion, and still estimated to
reach 20 billion by 2012.
The FMCG industry is set to grow 20-30 per cent in 2011-12, up from 10-20 per cent in 2010-11.
The growth would be driven by the launch of new products and increasing rural consumption,
according to industry experts.
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.
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 Thumps 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
Indian FMCG Sector Trends - 2010
These are the multiple trends in the Indian FMCG sector.
1. Focus on Health
Companies are widening their health food portfolio to cash in on the rich, urban, health conscious
Indian. In recent times, we have seen a flurry of products in this segment. Let’s look at some of
them:
1.1) Sugar free Chawanprash
1.2) Organic spices/ pulses
1.3) Multi grain pastas/ Biscuits
1.4) Processed foods particularly juices
1.5) Probiotic Ice Creams
1.6) Butter Lite (Nutralite)
1.7) Corn Flakes/ Oats
1.8) Lays (40% less saturated fats) – Snack Smart
1.9) Low Calorie Sweeteners
2. Impact of Inflation: The expenditure of FMCG in the consumer's wallet is coming down year
on year. This is leading to low sensitivity with price increases. Almost a decade ago, people used to
down trade from expensive brands to value-for-money ones. But now the trend is changing. The
consumer is not switching to cheaper substitutes. Rather companies have come with lower quantity
SKUs and make consumers switch from higher to lower SKUs and not from premium to popular
brands (like Dove to Lux International). Just to give you an example, Henkel instead of increasing
the price of their Henkel detergent from Rs. 46 to Rs. 50, they have launched a new SKU of
400gms for Rs. 40. During the time of inflation, people shift to sachets of their brands. Sales
numbers of FMCG companies are quite robust. FMCG spend now comprises a smaller share of
consumer’s wallet.
3. Micro Segmentation/ Niches: It is interesting and funny to see that companies are not leaving
any opportunity to micro segment the market. I can foresee that we are yet to see further segments
in different categories. Here are some examples:
Age
a) Junior Horlicks
b) Junior Chawanprash
c) Pepsodent Barbie for Kids/ Colgate Strawberry
Sex
a) Women’s Horlicks
b) Male fairness cream
Specialized Household Cleaners
a) Kitchen Cleaner: Mr. Muscle
b) Power Cleaner (Rust): Easy Off Bang
4. Low value SKUs - Sachetization: You name the category it has a sachet!! We all know that it all
started in 1980's with shampoos. I think Nano is an interesting example of an automobile sachet.
Here is a small list of sachets:
4.1) Shampoos
4.2) Butter (Munna Pack)
4.3) Hair Oils (Navratan – Thanda Thanda Cool Cool)
4.4) Noodles (Chotu Maggi)
4.5) Ketchup (Pichko)
4.6) Toilet Cleaner (Harpic)
5. Low Per Capita Consumption: Currently we are nowhere near other developing countries in
terms of per capita consumption. Be it laundry, skin care, shampoos or deodorants. Marketers have
put in efforts to increase the consumption frequency or quantum of consumption per occasion.
Colgate started the "twice a day" campaign few years back. Recently we have Good Night coming
up with Double power pack. Per Re1 increase in per capita consumption of a category will lead to
growth of more than 100 crores (with a population base of more than 1 Billion)
Industry Snapshot
The total market is Rs 2000 crores, of which the branded market at present is 100
million liters per annum valued at Rs 800 crores.
Ice Cream market is growing at 10 to 12%
Ice creams traditionally are low volume business players.
1. Amul - Market Leader with share of 38%
2. HLL - Kwality Walls - 2nd biggest player 10%
3. Mother Diary
4. Arun - Chennai Based Hat sun Agro Product
5. Metro Daily - Kolkata based
6. Aavin - Tamil Nadu based
7 `Havmor
Market Share of Ice-Cream Brands
Introduction on Ice Cream Industry
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. Among the major players in this industry Hindustan Lever
has a market share of around 50%, represented mainly by Kwality Walls brand. Amul with an
estimated
market
share of 38% is rapidly gaining market share and lastly Vadilal is the player in the national
market with 8-9% of the market share.
Production area
In rural areas, kulfi / 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
Source: Business Standard – The Strategist: TUESDAY, 11TH August 2009
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 years.
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 and a number of fruit flavors, dry fruit flavors traditional
flavors like Kesar Pista, Kaju Draksh 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.
Current market scenario
Even as various industries are wilting under the heat of recession, the ice cream industry
firmed up for higher growth this summer. Major ice cream manufacturers such as Vadilal,
Havmor and Amul, who have a presence in other states too, saw a 30% growth in business this
season.
City-based manufacturers said ice cream sales had picked up with the arrival of summer. The
owner of Havmor ice cream, Pradip Chona, said the industry usually posted an average growth
of 20% every year across the country. "We expect the same growth this fiscal too," he said.
He said Havmor had noted a 30% growth in demand in three weeks alone. Because of the
recession, people had cut down on eating out but not on their consumption of ice cream .They
now go out to have ice creams which costs much less.
The Indian ice cream industry is estimated to be worth nearly Rs2000 crores. Organized
players account for around 45% of this share, which comes to Rs900 crores. Amul has 39%
share in the national ice cream market. It is the market leader in Gujarat where its market share
is 42%.
The total size of the Ahmadabad ice cream market is around Rs70 crores. The demand for ice
cream in the city has been growing at 30%, which is faster than the national average.
Future of Ice Cream Market in India
Ice Cream market will expand with increase in number of malls - HLL 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 definitely given a Philip to the ice cream industry in India.
SWOT Analysis of Amul Ice Cream
Strengths
1) Biggest Sourcing base for milk and milk products in India.
2) 38% market share in the national ice cream market.
3) Penetration pricing strategy- Amul is the price warrior in the ice-cream market and
currently has a very wide range to offer for all the price points.
4) Reputation of high quality.
5) E-commerce, new products and process technology.
Weaknesses
1) Advertising is low profile, as the results of the survey show. Majority of the
respondents have hardly seen any ad of Amul ice cream. However Kwality Walls on the
other hand is into heavy advertising and consequently, is popular.
2) Shortage of stock during season.
3) As per the survey, retailers list a credible replacement policy as a factor very high on
their wish list. They would be willing to make future investments only for that brand
which offers replacement facilities. Amul has no replacement policy.
Opportunities
1) Internet promotions are a good means of awareness which should be tapped.
2) Amul can use the Umbrella strategy for its new SKU’s.
3) It is a high growth segment as the population is every increasing with never- ending
demands.
4) Distribution coverage(Amul butter)
Threats
1) Amul is currently facing stiff competition from Havmor and may face more threat from
the local manufactures in the low priced segment ice creams.
2) The customers have very well received the Kwality Walls product differentiation
strategy and Mother Dairy is also pushing up its advertising pitch.
3) Also the low per capita income low per capita consumption of the people is a threat to
Amul.
4) Free entry to the markets.
PROMOTION INITIATIVE TAKEN BY COMPETITORS
Kwality Walls
Hindustan Lever Ltd (HLL) recently launched Luv Reels, targeted at younger
generation. Apart from this, the company has introduced the Kwality Walls Selections range
along with more flavors under the Cornetto brand. The range is launched in four flavors. With a
market share of 10% currently, HLL is the second largest player in the branded ice-cream
segment after Amul, which enjoys a whopping 38% market share
HLL has also extended Unilever's retail brand 'Kwality Walls Swirls' parlours in
accordance with the growing number of shopping malls in India. Currently, HLL has over
30 Walls Swirls parlours across the country.
The Ek Din Ka Raja promo entitled up to 10 lucky consumers to spend Rs 10, 00,000 in a day's
shopping with their family in Mumbai. They could choose to spend on consumer goods like
cars, home appliances and furnishings but all within 24 hours. Consumers had to buy Kwality
Wall's range of products with every pack printed with a certain number of points. Consumers
had to collect wrappers / lids up to 150 points to be eligible to participate in the Ek Din Ka
Raja promo. A scratch card entitled a million consumers to prizes, the grandest of which was
the EDKR bumper draw. Hindustan Levers' Ek Din Ka Raja (EDKR) contest for its Kwality
Walls brand of ice cream has bagged the 'Best Promotion Campaign in India' award at the
Promotion Marketing Awards of Asia (PMAA) in Singapore, after having logged in one million
participants for the contest.
The ‘Teen Vardaan Contest' gave the winners of the `grand prize' (ten families) an opportunity
to "choose prizes from three categories, amounting to Rs 10 lakh each".
Mother dairy
Mother Dairy, too, has come up with two new flavors - O'Blast, an orange-based Ice-cream
dessert and Toffee Twist, which tastes like toffee. Its ice-cream brand Chillz targeted at the
entire family has got its first TV commercial with a new tagline of 'goodness inside,' Mother
Dairy would also launch premium offerings in the takeaway ice-cream category. Mother Dairy
has a range of ice-creams targeted at children like Lic Lolleez, Cool buddies. It also arranged a
media blitzkrieg in the summer months primarily targeted at children. It has plans to increase
the number of carts outside schools and also to hold contests and promotions offering goodies
to the children. Mother Dairy is also planning a presence in malls and other retail outlets.
Havmor
Small Beginning, Big Vision, Great Ambitions Havmor Ice Cream began its branded life in
1944 in Karachi, in undivided India. By 1947, it was a popular local brand there. But in
1947, in the wake of the Partition, its founder Satish Chona had to join the exodus into
India, with virtually no moveable assets. Searching for a new turf, he tried out Dehra Dun
and Indore, and finally, settled down in Ahmadabad.
No, it was not a case of “Brand Relocation”, or anything else as fanciful. He had to start the
venture from scratch again. In fact, he had to begin from a hand-cart at the Ahmadabad
Railway Station, churning out the Ice Cream manually.
He called this fledgling brand ‘Havmor’ - a neologism for ‘Have More’ - which meant the
customer got more value for money, and more taste to relish, from his Ice Creams.
Perhaps he didn’t know it then, but he had laid the foundation for one of Western India’s
most enduring market legends. And good quality, like good character, wins over the
situation sooner or later. Today, Havmor Ice Cream is a delicious facet of Western India’s
daily life, and part of its market lore. It reaches hundreds of thousands of consumers
through 8 main outlets and 3800 plus dealers.
Local Manufacturer and Regional Players
The Indian ice-cream market is still dominated by a large number of small local manufacturers
and regional players. For instance, players like Pastonji in Maharashtra, Dinshaw's in
Maharashtra, Vadilal in Gujarat, Arun Ice-creams in south India are enjoying a dominant
position in their respective regional markets.
With products like Real Matka Kulfi, Magic Roll, Chowpatti Kulfi and Golden Fantasy
pastonji will introduce special scheme, where customers are supposed to collect fixed number
of mascot and in turn they will receive surprise gifts from the company. Pastonji has already
launched new items in special shape and well decorated containers like magic swirl, sundae
tubs, mini sandwich, mini sundae/swirl, (little friend) etc.
With products like Real Matka Kulfi, Magic Roll, Chowpatti Kulfi and Golden Fantasy the
company will introduce special scheme, where customers are supposed to collect fixed number
of mascot and in turn they will receive surprise gifts from the company. Though like Pastonji,
Natural's does not have any promotional plans for summer but it agree to have a rise in demand
by 15-20% during the summer months. Established two decades ago, Natural's ice-cream has
positioned itself separately among the commercial ice-cream manufactures. It provides a range
of fruit based ice-creams like custard apple, litchi, strawberry and mango which are prepared
without any added additives and preservatives.
In the last two years, Mumbai has been fortunate to experience the Gelato- an Italian brother of
ice-cream, with a number of gelato serving parlours mushrooming in the city. These parlours
are also ready to make competition fierce with their unique and innovative flavours which are
launched during summer. Amore, started just one year ago, has successfully established itself
as far as quality and innovation goes. So this summer consumer can look forward to a variety
of new flavours and exciting offers to beat the heat with ice-creams.
CHAPTER 3
Phase 1 – Monitoring & Enhancing sales
DSR Report
MT – Management Trainee
DIST – Distributor’s name
DF – Deep Freezer
OL – Outlet
POP – Point of purchase material
The above figure shows Daily Sales Report (DSR) used during the initial phase of the project.
As can be seen, the information was filled in the report after visiting each outlet and
monitoring the sales. The factors considered were –
Number of units of Ice-cream sold
Whether the outlet required any POP, Price list, Banners etc
Whether the outlet had purchased a new Deep Freezer
Other observations like friendliness of retailer, knowledge about new flavors etc
The information from the DSR reports & from the interaction with the retailers, helped to
arrive at & identify key problem areas geographically as well as operationally. This was
followed by implementation of strategies to increase sales of Amul Ice-cream and deep
Freezers. This was carried out by –
1. Branding and increasing sales of existing outlets of Amul by putting up their point of
purchase materials like Price list, banners, posters of new flavors at all the popular
outlets of Amul. This facilitated higher visibility of the brand and thereby led to a
possible increase in sales at existing Amul outlets. It also increased the awareness
among consumers regarding the new offers, schemes, flavours and new products
launched by Amul.
Following were some of the popular POP’s put up at outlets -
Price List
Posters of new flavors
2. Branding and increasing sales of existing Amul Ice-cream parlours (Scooping parlours).
To facilitate this, various schemes were suggested. One of these that implemented was
buffet Ice-creams. Under this scheme, for a particular weekend, for Rs.50, unlimited
ice-cream could be purchased by the customers. This initiated trials of new flavours
thereby leading to increase in sales later on. Also, various strategies were suggested for
providing better service and developing a more likeable and pleasant ambience.
Amul Scooping Parlour
3. The increase of sales in Deep freezers was done in two ways-
Telling retailers that by buying deep freezers, they can have their own assets
against buying deep freezers from competitors who give them on rent
By giving the retailers the knowledge about the advantages of buying an Amul
Deep Freezer (HADF) like they can save electricity of at least Rs 7500 in a year
HADF Pamphlet
4. Converting new outlets for Amul (outlets selling competitors Ice-cream) by making
them understand advantage of selling Amul Ice-cream like the brand equity of Amul is
better than any other brand in the market which would automatically help the retailers
increase their margin. Secondly they get more margin by selling Amul Ice-cream than
any other brand.
RESEARCH METHODOLOGY
Research design used
Research Design
Exploratory Research Conclusive Research
Descriptive Causal Define a hypothesis
Exploratory Research: The research work was Exploratory in nature and was meant to
provide the basic information required by research objectives. A preliminary study and findings
can be further consolidated after detailed conclusion study has been carried out.
Data Collection Sources:
Primary Data
Survey Observation Experiment
Personal Interview. Mail Survey Telephone Interview.
The personal interview method of data collection was used for our survey.
Research Approach: Survey
A survey is a research technique used to gather information from a sample of respondents by
employing a questionnaire. Normally surveys are carried out to obtain primary data.
Data Collection Instrument: Questionnaire
A questionnaire is a set of structured questions to be asked from respondents in a particular
order with appropriate instructions. A questionnaire serves four functions – enables data
collection from respondents, lends a structure to interviews, provides standard means for
writing down answers and help in processing the data collected.
Type of questionnaire used: Structured Non-disguised
Structured- The questions used were not open- ended and respondents had to answer from the
given options given.
Non-disguised- The questions asked did not in any way shield the name of the brand that is
conducting the survey. The questions openly give out the name of Amul in the questionnaire.
Sampling Plan
# Consumers, Retailers Simple random sampling
Sampling Unit
Geographic
al Region
Central Mumbai Western Mumbai
Areas Ghatkopar, Matunga, Mulund,
Dadar, Byculla
Bandra, Malad, Andheri, Mahim
Sample Size- 200 Consumers and 200 Retailers
Sampling Procedure
• Probabilistic Sampling
– Simple Random
– Systematic Random
– Stratified Sampling
– Cluster Sampling
• Non probabilistic Sampling
– Convenience
– Judgemental
– Quota
– Snowball
The sampling procedure used in the survey we conducted was Simple random sampling as the
sample for conducting the survey was picked up at random.
CHAPTER 3
Phase 2 – Extensive Market Research on
Pro-biotic Food products
Analysis of Consumer Questionnaire
The above graph shows how the consumer responded when they were asked about their
monthly consumption of ice-cream. As we can see most of the customers consume either 1-2
times or 3-4 times a week .Only a handful consume more than 4 times a week. So we have to
make sure that Amul has the highest recall whenever a consumer has a craving for Ice-cream.
The above graph shows the response of consumers when they were asked how much health
conscious they are. As we can see the graph is evenly distributed with few of them take extra
care about their health and a few of them do not bother about it.
The above graph shows result of actions taken by consumer to remain fit. As we can see,
almost 40-45% of them eat healthy food to remain fit. These are our target audience for the
pro-biotic food products. An awareness of the advantages of consuming pro-biotic food
products is to be created amongst them
When the consumers were asked whether they are aware of the pro-biotic food products
available in market, 58% said yes and the rest said no. The aim is to make these 42% people
aware of the products. Also proper information is to be passed to all of them so that a clear
understanding on probiotic food products is achieved.
The consumers were also asked about their preference for taste for a healthier food product and
as we can see from the graph that for a huge chunk of them taste is extremely or somewhat
important and a very few have a lower preference for taste. Hence we understand that the
existing pro-biotic products like Ice-cream and any future products should have a very likeable
taste to the consumers.
When the consumers were asked whether they were ready to give an extra penny for a healthier
food product then a majority of 53% said yes and 25% said maybe. It means that a pro-biotic
food product should be brought into market with a likeable taste even if the price to be charged
are high,
The above pie-chart shows the results when the consumers where asked about the concept of
buffet Ice-cream. An astonishing 85% of the consumers said they were not aware about the
concept and only 15% told they knew. This means that the concept needs to be advertised
properly in all media and the frequency of schemes needs to be increased to create awareness.
When the consumers were asked about the brands whose pro-biotic food products they have
consumed then 27% of them had Amul products while the closest competitor is Mother Dairy
and Nestle with 12 & 10% resp. Also it can be seen that 44% of the consumers have not tried
pro-biotic food products of any of the brands which means that there is a lot of scope if the
value of the product is conveyed properly.
Analysis of Retailer Questionnaire
The above pie-chart shows the response of the retailers across Mumbai when they were asked
whether they were aware of probiotic food products and 73% of them said they were aware of
pro-biotic food products but after being asked hardly any of them knew its advantages.
As we can see more than 40% of the retailers feel the preference for Dahi as a pro-biotic food
product is increasing and less then 15% feel the trend for Ice-cream is increasing. This is
because Dahi is a product which is normally not consumed alone and there is not much of a
difference in taste then a normal dahi. Whereas in Ice-cream, the consumer has it whenever
there is a craving for it and hence taste plays a major role.
The retailers feel that the strongest competitors to Amul in pro-biotic segment are Mother
Dairy with a whooping 61% and Nestle with 39%. These are the 2 competitors which Amul
needs to be cautious about and have to ensure they do not dominate the market in this segment.
The major point of contention from the retailers was the packaging of Amul Ice-creams which
lead to damage of almost 10% of pieces in every box. Also problems like lesser quantity of
pieces, supply of expiry date passed stock, bad delivery condition were few of others point of
contention.
When the retailers where asked whether the damaged pieces were replaced then less than 15%
said yes and almost 85% said no. As the pieces are not been replaced, the loss have to be
suffered by the retailers. This was the biggest concern in all the retail outlets in Mumbai.
When the retailers were asked about the visits from the FFR, PSM and WDSM, as we can see
the visits from FFR i.e. company person and pilot salesman is almost nil. This has lead to a
high level of dissatisfaction amongst retailers. A regular visit to all outlets will help build a
good relation with them.
The above graph tells us about the level of satisfaction of retailers for Amul and Distributor. It
can be seen that less than 50% of them are satisfied with Amul because of reasons like lesser
supply of stock during season, lesser number of pieces of Ice-cream in box, no regular visits
from any company person and pilot salesman and their stock not getting replaced. Because of
all this, many of them have already shifted to selling of different brands. Also almost 80% of
the retailers are not satisfied with the distributor because of various reasons like bad behavior,
stocking and selling of Ice-creams with expiry dates, no credit period to pay money. This too is
a major concern for Amul as distributors are point of contact to all retailers.
Chapter 4
RECOMMENDATIONS & OTHER FINDINGS
1. Promotional campaigns should be appropriately
publicized before its commencement
Amul’s promotional campaigns like the recent celebration of World ice cream day where
on purchase of ice cream worth Rs.50 at any Amul parlor ,one scoop would be given free
should be promoted and communicated to the customers well in advance by showing
advertisements or hoardings so that it helps in increasing the sales by greater numbers.
During the above campaign customers entering the parlor did not have any idea about the
scheme till they were told. If it would have been publicized before then many customers
would have visited parlors for the scheme.
2. Amul Ice-cream Tri-cycle
Amul must reintroduce tricycles at strategic traffic points and at public places like sea
fronts, gardens, eating joints, market places etc. As ice cream is an impulse category
product, people would make purchase if they see it around them. This will not only
increase sales but also increase Amul’s visibility .This would help in top of mind recall of
Amul ice cream to consumers while making purchases at general stores ,dairies etc.
3. Introduction of Amul parlors/stalls at railway
stations
We can also introduce Amul parlors at important and busy railway stations like CST,
Churchgate, Dadar, etc. In the afternoons, many people would prefer eating an ice cream or
while waiting for a train which would be thus available at stones throw at Amul parlors on
these stations. Also it would increase the popularity of the parlors as many people are still
unknown of the Amul parlor concept.
4. Tie ups with different authorities
Railways: In order to increase the sales and promote Amul ice creams to a very
large customer base Amul must tie up with railways (irctc.co.in) in order to promote
ice creams at railway stations and also there are many trains which serve lunch as
well as dinner so Amul ice creams must cater to customers in those segments too.
Airlines: Similar to the railways, airlines also cater to a large number of consumers
and tie ups with different airline will help cater to a large consumer base and in turn
increase the sales and visibility of Amul ice creams.
Single screen theatres: Ice cream companies like Baskin Robins & Gelato have
tied up with different Multiplex chains and are providing ice creams at majority of
Multiplexes in Mumbai as well as other cities. However there are still a large
number of single screen theatres which are untapped and provide ice creams in the
deep freezers that ice cream companies provide. Tie ups with single screen theatre
will help increase the sales of Amul Ice creams
Malls: Increasing number of Indian consumer prefer buying from Malls. Some
malls like Inorbit (Malad), Big Bazaar (Phoenix), etc are one of the malls with very
high number of footfalls. People prefer eating while shopping which is the reason
the food courts in these malls are extremely successful. This proves to be an
opportunity as we can have tie ups with some of the most successful malls and
promote our range of ice creams in these malls.
5. Promotion of Sugar Free & Probiotic range of Ice
creams:
The sugar free and probiotic range of ice creams are quite popular in the market. The
number of people having diabetes is increasing by the day and therefore the market for
Sugar free ice creams is currently one of the most lucrative markets. The Sugar free &
probiotic range of ice creams can be promoted on World Health Days also sponsoring
events like Mumbai Marathon or Delhi Marathon by the name of Amul Sugar Free or
Amul Probiotic would immensely help in increasing the awareness of these ranges of Ice
creams.
Sales promotion strategy:
Amul can increase its sales of its probiotic and sugar free range of ice creams by coming
up with schemes like giving free glucometer, scoop, gifts etc with the ice cream.
Collaboration with various authorities:
Amul can join hands with various authorities like health clubs, gymnasiums etc across
the city and nationwide to promote these ice creams. They can have posters of probiotic
and sugar free ice creams hung on the walls of such gyms which will generate awareness
among the target audience and increase sales. It will also be served in the programs
organized by these clubs for their members.
6. Allotting relevant brand name to each product and
promoting each one separately:
Amul must provide relevant brand name and tagline to every product to create
differentiation and a unique identity for each and every range. This should be supported
by making ad and promotional campaigns for each product separately. This would help
as it will give a distinct identity to every different product and it would stay on the
consumer’s mind and induce better brand recall.
7. Promotion of campaigns via sms :
Whenever Amul comes up with new campaigns, they are going to be successful only if
they are communicated to a large base of customers. This can be done by sending a sms
to the mobile phones of loyal consumers who frequently visit the ice cream parlors.
This can be done by the parlor owners itself using sites like gupshup.com or
way2sms.com which are free of cost. Hence this strategy is not only effective but cost
effective too.
8 .Out-of-home Advertising:
Attractive stickers should be put on the BEST buses and local trains. This can make more
people aware as lakhs of people use these modes of transport everyday. The sticker should
include the benefits so that consumers will know the added benefit that the product is expected
to deliver.This will not only increase the sales of the ice cream but would also increase its
visibility.
Benefits of having Probiotic ice cream:
It improves the gut micro flora
Helps in digestion
Improves mineral & vitamin absorptions from diet
Produces Vitamin B
Assists in healthy liver functioning
Supports cholesterol management
IDF award winner
Benefits of having Probiotic ice cream:
It improves the gut micro flora
Helps in digestion
Improves mineral & vitamin absorptions from diet
Produces Vitamin B
Assists in healthy liver functioning
Supports cholesterol management
IDF award winner
9. Cross Product Promotion
a) Probiotic ice-cream advertisment could be printed on one side of Amul liquid
product packets.
b) Small stickers or pamphlets could be attached with the fast moving Amul products
like panner and butter.
10.Reducing the regions for distributor to reduce
dominace
a) The areas alloted to distributors are very high. This gives them a lot of power and in
a way they try to dominate and put pressure on all retailers.
b) If a particular area have more than 1 distributor then the fear of losing a retail outlet
will ensure a better service from distributor.
11. Giving more time to retailers for bill payments
a) The retailers have to make bill payments on the day of delivery itself. If the
payment is not done then the stock is not given to them.
b) This leads to a high dissatisfaction in the minds of retailers. The retailers who are
selling Amul Ice-cream from a long time should be given more credit period for bill
payments.
OTHER FINDINGS
Distribution related problems
Salesmen do not provide details about the various schemes proactively to the retailers.
(Retailers have to ask the salesman for the same)
Delivery not on time and some times during rush hours in the evening.
Late order execution.
Promotional materials not distributed properly by the distributors.
Rude behavior of the Distributor. (Damage Complaints)
Rude attitude of the delivery boy while handling retailer complaints.
Delivery van is halted far from the destination shop leading to product temperature loss.
Salesmen do not respond properly when contacted on the phone for damage claims or
for promotional material requirement.
Scarcity of manpower during seasons.
Salesman doesn’t open the HADF on every retailer’s point. He takes order by his own
so there is no push for more items. That’s why retailers give less order in quantity.
Distributor related problems
If the retailer holds competitor’s products then its damaged AMUL ice-cream is not
replaced.
Combo packs without MRP being delivered. This creates confusion in the mind of the
customers.
During Season time extra delivery is not manageable.
Amul Sales book not used by distributor salesman.
When company vehicle comes then the unloading is directly done to the delivery
tempos without taking the product in the cold storage room.
When loading the delivery tempo, the distributor switches off the charging of the tempo
which damages the ice-cream.
Company vehicle stands at the distributor’s point for 2-3 hrs.
Distributor starts loading his tempo everyday by around 12noon.
Only 1 sales person to handle the entire market.
No proper warehouse maintenance.
Very dirty Store room.
Keeps frozen chicken in the store room along with Amul ice cream.
Too much pressure on 1 salesman. So the salesman cannot promote all the products of
Amul.
Retailer Related Problems
Prefers to give orders on the telephone as the salesmen do not visit the retail outlets
regularly.
Other products like milk, curd, green peas and water bottles are stacked in the same
deep freezer which leads to poor temperature in the DF thereby damaging the Ice
Creams.
Retailers take time to put the ice cream in the DF which leads to a lot of temperature
loss there by damaging the ice cream.
Company related problems
There is incentive scheme for the distributor but not for the salesman. Salesman salary
is also less compared to other competitors.
Schemes are not regular. There are only 2-3 schemes in a year.
Damage is only 0.5% so that amount is not transferred from distributor to the retailer.
Many competitors provide free deep freezers like Havmor. Amul has to provide free
HADF to increase market share.
Changed price POP’s are not supplied regularly which is creating confusion among the
customers and retailers.
Items are not at round off MRP.
Only one flavor Green Pista in combo pack is available at Rs.100 MRP.
Area distribution for distributor is not proper.
POP’s demanded are not supplied properly.
No range selling.
Awareness about products is less.
No incentive schemes are provided to the salesman so they only do postman call. If
they receive incentives, they will be motivated towards work and put pressure on
retailers to buy more of Amul ice cream products.
Companies like Havmor give Rs 6000 pm to the sales man. Kwality Walls gives Rs
7000 pm to the salesman. But in Amul they receive only Rs 3000-4000 pm. PSM salary
is also less in comparison to the other companies.
Marketing Strategy
Retain Existing retailers.
Enhance forward integration by putting up retail shops like the Array as it is a government
body.
Proper Market Segmentation for the dealer/stockist.
Proper Cold Chain management training to wholesale distributors
Incentive plan for the distributor salesman.
More varieties of small SKUs costing Rs. 5.00, Rs.10 & Rs.15 thereby targeting the gen Y.
Set KRA’s for the Salesman.
Other Recommendations
The company should take following steps:
Amul is the leader in the ice cream industry so it should think about more innovative ideas
compared to its competitors to increase its market share.
Ice cream industry is a service oriented market, so among competitors, whoever puts their
products 1st in the retailers freezer will be on profit side.
Amul should come up with an incentive scheme for their salesmen to motivate them. In
market, salesmen are already aware of the incentive schemes provided by other competitor
companies, so they demand for incentive schemes like them. This will benefit the company
in the end.
Company can give gift hampers of their products or free dinner as an alternative, instead of
cash as an incentive to motivate their salesman.
Company should consider increasing the salary of salesmen and PSM as our competitors
are giving more salary to their employees.
PSM should train the salesmen and pressurize them to deal with retailers in suitable
manners like describe all schemes properly, check POP properly, range selling etc.
The company should also launch certain schemes for households. It has schemes for retailers
but not for households. In order to enter into a new area such starting schemes can be very
helpful.
Schemes like discount on products through newspaper cuttings etc.
There should at least be 2 visits in a month from PSM to all major retail outlets
The company can advertise with POP’s in local language.
The company should take proper feedback from retailers from time to time. In case they are
facing any problem it can be solved timely, without delays.
Volume sale is increasing every season. Hence distributors cannot meet the increasing demand
and cannot complete delivery because salesman, cold room are all limited. So they are not able
to increase service as per demand. So company needs to increase the number of distributors.
In order to meet the competition of Havmor of giving free machineries to the retailers, AMUL
should 1st appoint an outsourced agency for the HADFs. Also the machinery should be given
on installments with a minimum down payment of Rs.2000.
In Mumbai, where there is a lot of problem of space, Amul should come up with Vertical
HADF like the Coke & Pepsi.
Currently the damage policy is 0.5% which should at least be 1% as given by Havmor (Given
to the distributor on every bill irrespective of the damage) .For E.g. for the supply of 20lac
stock, the distributor receives damage claim of only Rs.10,000 and hence it doesn’t get
transferred to the retailer.
Amul should come up with regular scheme at least 6-7 times a year.
Chapter 5
BIBLIOGRAPHY
Bibliography
Prowess Database system
http://www.amul.com
http://www.amulicecream.in
www.financialexpress.com/...Kwality-walls...promotion/304130/
www.rediff.com/money/2006/jul/04spec1.htm
www.exchange4media.com/.../newfullstory.asp
Books &Journals
Kotler P –Marketing Management,13TH Edition
The Marketing White book, 20010-11
Business Standard – The Strategist: TUESDAY, 11TH August 2010
Sample survey by questionnaire
Chapter 6
ANNEXURE
ANNEXURE
Consumer Questionnaire
Name
Where do you live in Mumbai?
Age
Email id
Mobile number (Not mandatory)
Q1. How frequently do you consume ice-cream in a month?
1. 1-2 times
2. 3-4 times
3. 5-6 times
4. 7 and above
Q2. How much do you identify with the statement – I’m a health conscious person.
1. Strongly agree
2. Moderately agree
3. Neither agree nor disagree
4. Moderately disagree
5. Strongly disagree
Q3. What activities do you undertake to remain fit?
1. Play a sport/go to gym
2. Eat healthy
3. Both of the above
4. None of these
Q4. Have you heard about probiotic food products?
1. Yes
2. No
Q5. Which of these probiotic products have you consumed? (Can choose more than 1)
1. Amul probiotic dahi
2. Amul probiotic ice-cream
3. Amul probiotic sugar free ice-cream
4. None of these
Q6. For a healthy food product, rate your preference for taste (where 1 = extremely important and 5 = extremely unimportant)
1. 1
2. 2
3. 3
4. 4
5. 5
Q7. Are you ready to pay an additional price for a healthier option in ice-cream/dahi?
1. Yes
2. No
3. Maybe
Q8. Which of the brands probiotic food products have you tried before? (Can choose more than 1)
1. Amul
2. Nestle
3. Mother Dairy
4. Yakult DANONE
5. None of these
Q9. Are you aware of the concept of buffet ice-cream?
1. Yes
2. No
Q10. If answer to Q9 is yes, from where have you heard?
1. Newspaper
2. Magazine
3. Internet
4. From a friend
5. If others, please specify
Retailer Questionnaire
Name of establishment
Location
Distributor
Q1. Are you aware of the advantages of probiotic food products?
5. Yes
6. No
Q2. How often do the consumers seek your advice about brands of dahi/ice-creams?
6. Less than 25%
7. 25-50%
8. 50-75%
9. More than 75%
Q3. Is the preference towards probiotic ice-cream/dahi growing?
5. Yes
6. No
Q4. If answer to Q3 is yes, then for which product is it growing?
1. Ice-cream
2. Dahi
3. Both
Q5. Name 2 of Amul’s strongest competitor in probiotic ice-cream/dahi
1.
2.
Q6. Are you satisfied with your distributor’s service?
1. Yes
2. No
Q7. What are the issues faced with the products of Amul? (Can choose more than 1)
1. Sales delivery condition
2. Packaging
3. Consumer complaint
Q8. Are your replacement issues been taken care of by the distributor?
1. Yes
2. No
Q9. Do you get regular visits from FFR/Company person?
1. Yes
2. No
Q10. Do you get regular visits from PSM?
1. Yes
2. No
Q11. Do you get regular visits from WDSM?
1. Yes
2. No
Q12. Are you satisfied with Amul?
1. Yes
2. No
Q13. With which representative of Amul do you normally communicate?
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