The project title

• ‘To Explore the Possibility of AMUL Ice-cream in the Local market And the Launching of AMUL Pushcarts’

Historical Background

• 14th Dec, 1946 : Kaira District Cooperative Milk Producers Union Ltd. gets registered

• 1955 Amul came into the picture • Turnover: Rs. 609 million in 2008-09• Amul is the largest food brand in India and world's

Largest Pouched Milk Brand• It is also the world's biggest vegetarian cheese brand

Members: 13 district cooperative milk producers' Union

No. of Producer Members: 2.7 million

No. of Village Societies: 13,141

Total Milk handling capacity: 10.21 million litres per day

Milk collection (Total - 2007-08): 2.69 billion litres

Milk collection (Daily Average 2007-08):

7.4 million litres

Milk Drying Capacity: 626 Mts. per day

AMUL ICE-CREAM

BORN on 10th March, 1996 in GujaratMarket share of 38% against 9% of HLLJanuary 2007, Amul introduced SUGAR FREE

& Pro Life Probiotic Wellness Ice Cream, which was a first in India

Amul Distribution: An extraordinary story

• 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 crore (Rs 60 million) to over 500,000 retail outlets across the country

Supply Chain at Amul

GCMMF = Gujarat Co-operative Milk Marketing Federation; MUs = Member Unions; VCs = Village Co-operatives.

Out of the entire milk procured, approximately 40 per cent is sold as liquid milk and 60 per cent is converted to value added products.

How Ice Cream Flows?

How Ice Cream Flows?

About project

What was the job?

Increase the sales of the Ice- cream

The Launching of the Amul Ice-cream Pushcarts

Receiving Retailer/Shopkeeper’s feedback

• Since Ice-cream product attracts children and youngsters most so we decided to trace the market and segment it, which mainly deals with people of various age groups. As Pushcarts are a different unit, the main information needed is the various types of Pushcarts available in the market, their total sale, Brand value and various other facts.

Findings

• During the project and survey it was found that still there are near about 80% people who are unaware of Amul as an Ice-cream Brand.

• As we found that the main product of Amul is Milk so it is not concentrating upon Ice

creams.

Findings

• When we interviewed people many of them could not recall Amul Ice-cream advertisement.

It shows Lack of Advertisement • The pushcart segment is a very good profit

making segment but AMUL have not started yet any pushcarts in Jaipur city.

Suggestions

• Amul should give local advertisements apart from the advertisements given at the national level. Local advertisement must mention the exclusive Amul shops of the city.

• Try and change the perception of the people through word of mouth about Amul in advertisements, because they are the best source to reach Children and families.

Suggestions

• Company should launch in new attractive Packaging to change image of Amul Food Products in consumers mind.

• Advertisement can be done with the help of animations that attracts children and teenagers because Ice creams are consumed largely in this segment.

• As understood by the findings company must pay attention towards the interior of its parlors.

Achievement

• We are the first to run the Amul Ice-cream Pushcarts in Jaipur, First time ever…..

Picture abhi baaki hai mere dost!!

A glimpse into the longest running hoarding campaign of all times...

Thank you