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eNotesMB

A
The Best
References for MBA
A REPORT
ON

QUESTIONNAIRE ANALYSIS
OF
AMUL ICE-CREAM

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CONTENTS
SR.NO.

PARTICULARS

PAGE NO.

INTRODUCTION

ANALYSIS

4-11

INTEREPRETATION

12

QUESTIONNAIRE

13

INTRODUCTION OF AMUL ICE CREAM:

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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 flavours
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.
Amuls 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.

QUESTIONNAIRE ANALYSIS
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Questionnaire analysis has been done on taking two parameters i.e., turnover
and location
Que.5 product category: Ice cream
1000025000
Cones
Cups
Sundaes
Family pack
Grand Total

2600050000
0
1
0
0
1

5100075000
1
0
0
1
2

75000 &
ABOVE
0
0
0
0
0

0
0
0
0
0

Grand
Total
1
1
0
1
3

1
0.9
0.8
0.7
0.6

cones

0.5

cups
Sundaes

0.4

family pack

0.3
0.2
0.1
0
10000-25000

Cones
Cups
Sundaes
Family pack
Grand Total

26000-50000

51000-75000 75000 & ABOVE

Govindpura
0
1
0
0
1

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Kilol
park

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1
0
0
0
1

Peerga Grand
te
Total
0
1
0
1
0
0
1
1
1
3

1
0.9
0.8
0.7
0.6

govindpura

0.5

kilol park

0.4

peergate

0.3
0.2
0.1
0
cones

cups

Sundaes

family pack

b. bakery

No
Yes
Grand
Total

1000025000
1
0
1

2600050000
0
2
2

2
1.8
1.6
1.4
1.2
1
0.8
0.6
0.4
0.2
0

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5100075000
0
0

7500
0&
ABOV
E
0
0

Grand
Total
1
2

no
yes

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No
Yes
Grand Total

Govindpura
1
0
1

Kilol
Park
0
1
1

Peerga
te
0
1
1

Grand Total
1
2
3

1
0.9
0.8
0.7
0.6

no

0.5

yes

0.4
0.3
0.2
0.1
0
govindpura

kilol park

peergate

Number of variants:

5
7
Grand Total

10000-25000
0
0
0

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2600050000
1
1
2

Page 6

5100075000
0
0
0

75000
&
ABOVE
0
0
0

Grand
Total
1
1
2

1
0.9
0.8
0.7
0.6
0.5
0.4
0.3
0.2
0.1
0

5
7

Govindpura

Kilol
Park

Peergat
e

Grand
Total

Grand Total

1
0.9
0.8
0.7
0.6

0.5

0.4
0.3
0.2
0.1
0
govindpura

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kilol park

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peergate

Que.6 which is the most selling product?


Row
Labels
Bakery
Ice cream
Grand
Total

10000-25000
0
1

2600050000
1
1

5100075000
0
0

75000
&
ABOVE
0
0
0

1
0.9
0.8
0.7
0.6
0.5
0.4
0.3
0.2
0.1
0

Row
Labels
Bakery
Ice cream
Grand
Total

Grand
Total
1
2

bakery
ice cream

Govindpura
0
1

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Kilol
Park
0
1

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Peerga
te
1
0
1

Grand
Total
1
2
3

1
0.9
0.8
0.7
0.6

bakery

0.5

ice cream

0.4
0.3
0.2
0.1
0
govindpura

kilol park

peergate

Q 7: In which months you have more demand?


Row
Labels
Jan
Feb
Mar
April
May
June
July
Aug
Sep
Oct
Nov
Dec
Grand
Total

10000-25000
0
0
0
1
0
0
0
0
0
1
0
0
2

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2600050000
0
0
1
1
0
0
0
0
0
0
1
0
3

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5100075000
0
0
0
0
0
0
0
0
0
0
0
1
1

75000
&
ABOVE
0
0
0
0
0
0
0
0
0
0
0
0
0

Grand
Total
0
0
1
2
0
0
0
0
0
1
1
1
6

1
0.9
0.8
0.7
0.6

10000-25000

0.5

26000-50000

0.4

51000-75000

0.3

75000 & ABOVE

0.2
0.1
0

Row Labels
Jan
Feb
Mar
April
May
June
July
Aug
Sep
Oct
Nov
Dec
Grand Total

Govindpur
a
0
0
0
1
0
0
0
0
0
1
0
0
2

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Kilol Park
0
0
0
1
0
0
0
0
0
0
1
0
2

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Peergate
0
0
1
0
0
0
0
0
0
0
1
2

Grand
Total
0
0
1
2
0
0
0
0
0
1
1
1
6

1
0.9
0.8
0.7
0.6

govindpura

0.5

kilol park

0.4

peergate

0.3
0.2
0.1
0
Jan Feb Mar april May June July Aug Sep Oct Nov Dec

Comparison between turnover and location


Row Labels
10000-25000
26000-50000
51000-75000
75000 & ABOVE
Grand Total

Govindpura
1
0
0
0
1

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Kilol
Park
0
1
0
0
1

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Peergat
e
0
1
0
0
1

Grand
Total
1
2
0
0
3

1
0.9
0.8
0.7
0.6
0.5
0.4
0.3
0.2
0.1
0

govindpura
kilol park
peergate

INTERPRETATION:
The following are the learning which I has learnt while analyzing the
questionnaires. They are:
In Amul ice creams, mostly family packs are sold whereas Sundaes
are least sold because of other alternatives.
Amul is not having such range in bakery products so only ice creams
of it are sold often.
Most of the outlet owners keep 5-7 variants of ice creams of Amul.
The most selling product of Amul is ice creams as they have many
ranges from low range to premium ones.
Sales where analyzed mostly in the months of November, December,
March and April. The opinion of parents is changing now they are
allowing their children to have ice creams in winters too and in that
month they have good demand.
When I has done comparison with location to turnover, it has been
found out that in the area of Govindpura the demand of ice cream is
low as it is an industrial location whereas in the area of Kilol park
there is tough competition with Top n Town ice cream parlour but
there also sales is high and owner has turnover of Rs 26000 to 50000
per month. Same as in the case of peer gate area.
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Page 12

QUESTIONNAIRE:

Guidelines for filling the forms


1. Please check the box wherever required.
2. Only 1 check per question.
Q 1: Name:

..

Q 2: Shops Name:

..

Q 3: Location:

..

Q 4: Turnover
Rs. 10000-25000
Rs. 26000-50000
Rs. 51000-75000
Rs. 76000 and above
Q 5: Product category:

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Page 13

a) Ice Cream
Family Pack
Cones
Cups
Sundaes
b) Bakery
Yes
No
Number of Variants
Q 6: Which is the most selling product?
Ice-Cream
Bakery
Q 7: In which months you have higest demand?
Jan
Feb
March
April
May
June

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July
August
Sept
Oct
Nov
Dec

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