brand dossier on amul ice cream
Post on 12-Apr-2017
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Presented By: Harsha Dhanuka Shaily Manohat
Sweta Jhunjhunwala Varsha Dugar
Amul Ice cream
• Amul- The Taste of India• Overview of Amul Ice Cream• Positioning and Repositioning• SWOT Analysis• Advertising• Sales promotion• Distribution System• List of Hypotheses• Analysis of data• Net take away
Agenda
• Established in 1946
• Started out of white revolution by Dr Varghese
• Formed an apex cooperative organization GCMMF which today is jointly owned by some 2.2 million milk producers in Gujarat
• India’s 4th largest FMCG company
• Total net worth is 12000 crores in 2011-12
Amul- The Taste of India
• Asia’s top 10 ice cream brands
• Achieved a market share of 38%
• Combated competitions with Kwality Walls, Mother Dairy and other prestigious brands
• Introduced sugar free & prolife probiotic wellness ice cream for the first time in January 2007
Overview of Amul Ice Cream
• Positioning
- focused on children - taste was the prime factor
• Repositioning
- focus shifted to Youth - brand focuses on taste as well as health
Positioning and Repositioning
STRENGTH•Biggest sourcing base
for milk•39% of market share
is in the national ice cream market
•Penetration pricing strategy
•Reputation of high quality
WEAKNESS•Non availability of
customization•Less attractive
packaging•Distribution
problems
OPPORTUNITIES•Creating
awareness through internet promotions
•Growth in this segment is high
•Enhancing distribution coverage
THREATS•Fierce competition
from local brands•Low entry barrier•Vadilal coming up
with the new strategy and promotions
SWOT Analysis
Advertisement
Sales Promotion
Promotional activities carried out by AMUL ice cream
BOGO strategy
Reduction in prices
Ties up with television show
Major competitors
• Kwality walls
• Mother dairy
• Baskin & Robbins
• Vadilal
Distribution Strategy• Traditional Distributors - Carry Forward Agents (CFA) - Distributors -Wholesale dealers - Retailers
• Modern Distributors - Designated distributors - Retail Store Chains
Distribution Strategy (Contd.)• Terms of sale
-Distributors pay in advance -Retailers buy on Credit
• Region specific Distributors -Urban -Rural
Hypotheses
• H1: Amul is a more salient brand to its competitors.
• H2: Amul being a premium brand has given a tough competition to Baskin Robbins in the Ice Cream category
• H3: Amul has been successful in justifying its tagline.
Justification• H1: Amul has taken care of all age groups hence it came
up with wide range of flavors starting from exotic Honey Banana to Kesar pista and many more
• H2: Amul ice cream faces stiff competition with Kwality Walls, Mother Diary and Baskin Robbins
• H3: The punch line for Amul ice cream is “ REAL MILK, REAL ICE CREAM” as they offer best quality product made of real milk and not of vegetable oil
Data Collection• Questionnaire method
- open ended questions - close ended questions
• Sample Size - 60
Analysis of DataQ1.Do you eat Ice Cream?
According to the survey of 60 people, 95% of them eat ice cream and 5% do not eat ice cream
95%
5%
Percentage of Ice cream user
Yes No
Analysis of Data (Contd.)Q2. Which brand comes to your mind when you think of an ice
cream?
Ans : From the survey, it is known that people prefer more of Kwality Walls as compared to the rest of the brands.
Analysis of Data (Contd.)Q3.Which other brands you know?
Vadilal Amul Kwality Walls
Baskin & Robbins
Mother Diary Cream Bells0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Other Brands people know
Hypotheses 1 has been proven wrong. • By comparing the other brands with AMUL, we can see that
Kwality Walls is a more preferable brand than others.
Analysis of Data (Contd.)
Analysis of Data (Contd.)Q4. Associate the following attributes with brands.
Value for money
Quality
Taste
Premium
Availability
Variants 0
5
10
15
20
25
30
35
40
45Associating attributes with their
brands.
VadilalAmulKwality WallsBaskin & RobbinsMother Diary
Analysis of Data (Contd.)
Hypotheses 2 has been proven wrong
• Baskin & Robbins is a more premium ice cream brand than Amul
Analysis of Data (Contd.)Q5. Rank the following brands according to your preference.
Vadilal Amul Kwailty Walls Baskin & Robbins
Mother Diary0
5
10
15
20
25
30
35
40
Percentage of Brands people like the most
Series1
Analysis of Data (Contd.)
Vadilal Amul Kwality Walls Baskin & Robbins
Mother Diary0
10
20
30
40
50
60 Taglines associated with each brand
Happy Food, Happy PeopleReal milk, real ice creamA treat for every occasionHappiness ka SwaadMore flavor, more fun
6. Identify the following taglines mentioned below.
Analysis of Data (Contd.)
Hypotheses 3 has been proven right
• Around 80% of the sample size are aware of Amul’s tagline and agreed that Amul has high content of milk
Amul has to spent lots of time, work and money to
imprint its brand in the minds of the consumers
Amul has not considered tasty compared to other
brand.
Amul has not yet been perceived as a premium
brand.
Net take away
Thankyou
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