ICE CREAM IN SOUTH DELHI PRESENTED TO: MR. HARDEEP BANGA, CORPORATE MENTOR Amul An Overview Started in 1946 in Anand, Gujarat Amul(GCMMF) is the largest cooperative business of small producers with an annual turnover of 2.15 billion US $. 2.8 million milk producer member families with 13,759 village societies and 13 District Unions. 8.5 million liters of milk procured per day and Rs. 150 million disbursed in cash daily. Largest milk handling capacity in Asia. Largest Cold Chain Network.50 Sales offices, 3000 Wholesale. Distributors, 5 lakh retail outlets. Dr. Verghese Kurien, the World Food Prize and the Magsaysay Award winner, was the architect of Indias White Revolution, which helped India emerge as the largest milk producer in the world. Currently, its headed by Mr Parthi Bhatol ICE CREAM INDUSTRY IN INDIA The ice cream industry in India is worth Rs. 2,000 crores. The industry can be divided into the branded market and the unbranded market. The branded market at present is 100 million liters per annum valued at Rs. 800 crores. The per capita consumption of ice cream in India is approximately 300 ml, as against the world average of 2.3 liters per annum. Vanilla, Strawberry and Chocolate together constitute approximately 60% of the market. PROJECT OBJECTIVE Achieving leadership position in general trade across South Delhi by: Increasing the sale of Amul ice creams by increasing the number of retail outlets. To know the retailers response about Amul Ice creams Are the retailers satisfied with distributors? Does the new schemes affects the retailers? PROBLEM STATEMENT There has been a low penetration of retail outlets of Amul Ice cream in South Delhi because of its products & competitors products. The study intended to increase the number of retail outlets in South Delhi where penetration of Amul Ice creams are low & finding out the factors that will help to increase the retail penetration PROJECT APPROACH 1st phase was silent phase, where we observed several retail outlets Information regarding behaviour & perception of retailer are gathered. 2nd Phase was Retailers Survey, it consisted of different retail shops in different locations assigned. Personal Interviews with different retailers are being in order to gather what problems they are actually facing. Questionnaires was primarily based on information gathered in previous phase. Market Size of Area Covered under Sun Rider Sales Corporation, Chattarpur Convenience Store 29% Eatery 29% Departmental Store 32% APO 10% No. of Outlets Convenience Store Eatery Departmental Store APO Type Of Outlet No. of Outlets %
Convenience Store 22 29.33 Eatery 22 29.33 Departmental Store 24 32.00 APO 7 9.33
Total 75 Market Size of Area Covered under Poonam Enterprises, Sant Nagar Convenienc e Store 36% Eatery 29% Department al Store 31% APO 4% No. of Outlets Convenience Store Eatery Departmental Store APO Type Of Outlet No. of Outlets %
Convenience Store 20 36.36 Eatery 16 29.09 Departmental Store 17 30.91 APO 2 3.64
Total 55 Market Share of Beats under Chattarpur Amul 25% Mother Dairy 22% Kwality Walls 19% Cream Bell 28% Vadilal 6% Market Share Amul Mother Dairy Kwality Walls Cream Bell Vadilal Brands No. of brands covered %
Amul 4% Kwality walls 46% Mother Dairy 27% Cream Bell 23% Vadilal 0% ADs' Amul Kwality walls Mother Dairy Cream Bell Amul 9% Kwality walls 27% Mother Dairy 20% Cream Bell 41% Vadilal 3% ADs' Amul Kwality walls Mother Dairy Cream Bell Service
Poonam Enterprises Sun Rider Sales Corporation Amul 7% Kwality walls 31% Mother Dairy 21% Cream Bell 31% Vadilal 10% Service Amul Kwality walls Mother Dairy Cream Bell Vadilal Amul 14% Kwality walls 19% Mother Dairy 26% Cream Bell 37% Vadilal 4% Service Amul Kwality walls Mother Dairy Cream Bell Vadilal SWOT ANALYSIS STRENGTHS Amul has a wide portfolio in the pure milk based ice cream, rather than frozen dessert Quality of ice cream is excellent and it doesnt use any artificial items in making ice cream. Maximum share in take away home packs i.e. Bricks due to its lower pricing, many flavours, economical pack sizes and promotional schemes.
WEAKNESSES Lagging much behind in advertisement and promotional activities Trade schemes and margins of some competitors like Kwality walls and Cream bell are better. Over dependability on one distributors to supply goods to all the retailors One of the major weakness is availability of product and services in peak seasons.
OPPURTUNITIES By solving the replacement problem it can maximise the attention of retailers about selling the products. By increasing focus on impulse items, it can increase its market share. There is a phenomenal scope for value addition in innovations in product development, packaging & presentation.
THREATS Cut throat competition in market. No flexibility in strategy Customers are not brand loyal in ice cream industry Different schemes from the other players such as providing deep freezers on FOC, Security Deposits & Instalments. SUGGESTIONS Aggressive marketing should be done in order to stop the growth of new companies like Cream Bell, Kwality Walls, Mother Dairy, Vadilal Take an advantage of other companys outlet by convincing the retailers & provide them with extra benefits for selling Amul Ice creams. Should concentrate more on delivery service because most of the retailers are not satisfied with the delivery system. Should increase the frequent visits of Salesman in those areas where retailers were facing problem & they should arrange a team who visits areas with low sales under different distributors. Give proper training to the distributors and their salesmen.