“Post Launch Study of Amul Probiotic and
Sugar free Ice-creams in Mumbai”


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Making a project is never the work of a single person, when attempting to acknowledge the contributions of others; one always runs the risk of omitting some important contributions. Nonetheless, the attempt must be made. Every work accomplished is a pleasure – a sense of satisfaction. However a number of people always motivate, criticize and appreciate a work with their objective ideas and opinions, hence, I would like to use his opportunity to thank all, who have directly or indirectly helped us to accomplish this project. With great pleasure, I would like to present this project report for Gujarat Co-operative Milk Marketing Federation Ltd. It has been an enriching experience for me to undergo my summer training at “AMUL”, which would not have possible without the goodwill and support of the people around. Firstly I would like to express my gratitude to “Unitedworld School of Business” who gave me the opportunity to do this project. I would like to express my gratitude to all those who gave me the encouragement to complete this project. I would like to thank my college authorities, Dean Mr.Tridebesh Bandopadhayay & senior manager-Corporate Relations Mr.Sasanka Shekhar Roy for providing me the opportunity to work with the one prestigious organization. I would like to give my heartily gratitude to the Mr.Sameer Nagle, (Vice President–Sales & Marketing-West) & Mr.Sachin Desmukh (Sales officer) AMUL INDIA LTD., Mumbai for having given me the opportunity to do my project work in the organization and lighted my way of progress with his guidance I want to thank “Amul India Pvt Ltd” . Next I would like to thank all the people, who gave their valuable time and feedback to this project. I would also like to thanks to my faculty guide “Ananya Mukhopadhyay” for supporting us with resources, which beyond any doubt have helped me.

Let me also use this opportunity to thank friends who have contributed to this project with their invaluable opinions and suggestions, which has gone a long way in soothing my rough edges.

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This is to certify that the project entitled

Post Launch Study of Amul Probiotic

and Sugar free Ice-creams in Mumbai has been carried out by Santosh Kumar
under my guidance, in partial fulfillment of the diploma of Post Graduate Program in Management (PGPM) at United World School of Business, Kolkata, during the academic year 2010-11.

Faculty Signature:

Faculty Name:





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I, hereby declare that the PGPM project report entitled Post Launch Study of Amul

Probiotic and Sugar free Ice-creams in Mumbai is a bonafide work done by me
based on the Summer Internship Program that I underwent from April – June 2010. I also declare that this report has been exclusively prepared for Unitedworld School of Business, Kolkata and has not been previously submitted to this or any other institution for a diploma or any other qualification.

Signature of the Student: Name :

Institute: Enrollment No: Year: Date:

Unitedworld School of Business 010101134 2009-2011

Table of Contents
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List of Tables & figures
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This is primarily due to the initiatives taken by the Operation flood programmed in organizing milk producers into cooperatives. building infrastructure for milk procurement. technical and management inputs by the Ministry of Agriculture and Ministry of Food Page 7 .INTRODUCTION India ranks first in the world in terms of milk production. Indian production stands at 91 million tones growing at a CAGR of 4 per cent. processing and marketing and providing financial.

Variants. The ice cream market growth picked up after de-reservation of the sector in 1997. Private and Government sectors registered with the Government of India and the state Government. are found in several Indian languages.Processing Industries to turn the dairy sector into viable self-sustaining organized sector. About 35% of milk produced in India is processed. New technologies and freezers are the main force behind the development. there are 676 dairy plants in the Cooperative. In the organized sector. The brand name "AMUL". Company profile:- AMUL means "priceless" in Sanskrit. The ice cream industry in India is mainly governed by the prevention of food and adulteration act (PFA)-1954 in India. History of Indian Ice Cream industry is very old started in un-organized sector and mainly the popular product was kulfi. all meaning "priceless". from the Sanskrit "Amoolya" was suggested by a quality control expert in Anand. formed in 1946. The organized sector (large scale dairy plants) processes about 13 million tons annually. while the unorganized sector processes about 22 million tons per annum. AMUL (Anand Milk Union Limited). Page 8 . It is a brand name managed by an apex cooperative organization. Future is bright for Ice Cream industry in India. Gujarat Co-operative Milk Marketing Federation Ltd. is a dairy cooperative movement in India.

China. especially the highly successful one known as AMUL. Dr Varghese Kurien of.. Its bid to enter Japanese market in 1994 had not succeeded. It is one of the best examples of cooperative achievement in the developing world. Besides India. AMUL has entered overseas markets such as Mauritius.16 million liters per day.. but now it has fresh plans flooding the Japanese markets. Hong Kong and a few South African countries. was elected chairman of GCMMF.6 million producer members with milk collection average of 10. Singapore. is recognized as the man behind the success of AMUL. former chairman of the GCMMF. will naturally wonder what combination of influences and incentives is needed to multiply such a model a thousand times over in developing regions everywhere. It is also the world's biggest vegetarian cheese brand. Australia. UAE. which today is jointly owned by some 2. AMUL is based in Anand town of Gujarat and has been a sterling example of a cooperative organization's success in the long term. which has made India the largest producer of milk and milk products in the world. Other potential markets being considered include Sri Lanka. The AMUL Pattern has established itself as a uniquely appropriate model for rural development. AMUL has spurred the White Revolution of India. USA. the dairy cooperatives in the state of Gujarat.6 million milk producers in Gujarat. India. chairman of the Banaskantha Union. Bangladesh. AMUL is the largest food brand in India and world's Largest Pouched Milk Brand with an annual turnover of US $1050 million (2006-07). "Anyone who has seen . Page 9 .(GCMMF). On 10 Aug 2006 Parthi Bhatol. Currently AMUL has 2.

PROBIOTIC and SUGAR FREE Page 10 . Amul has entered overseas markets such as Mauritius. Amul's product range includes milk powders. UAE. cream. Promote and sell the stock of company. Hong Kong and a few South African countries. Its bid to enter Japanese market in 1994 had not succeeded. basundi. 2. 4. Objective of the Company: 1. To minimize the causes and chances of dissatisfaction among vendors by bridging the communication process between them and the organization. which will be competing with Coca Cola's Powerade and PepsiCo's Gatorade . cheese.GUJARAT COOPERATIVE MILK MARKETING FEDERATION: Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products marketing organization. paneer. but now it has fresh plans of flooding the Japanese markets . 3. USA. 5. Bangladesh. chocolate. curd.000 lt. Amul is the largest food brand in India and world's Largest Pouched Milk Brand with an annual turnover of US $1050 million (2006-07). Besides India. butter. Nutramul brand and others. Singapore. Currently Amul has 2.16 million liters per day. milk. esp. To know the current and forthcoming strategies and policies of the competitors.Other potential markets being considered include Sri Lanka. gulab jamuns. In January 2006. Amul plans to launch India's first sports drink Stamina. Create a chain of new retailers in new areas as well as old one. 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. Target of selling 12. Australia. To minimize the causes and chances of dissatisfaction among vendors by bridging the communication process between them and the organization. ice cream. ghee. 6.6 million producer members with milk collection average of 10. shrikhand. China. 00. of ice-cream in coming year.

4 million liters 626 Mts.79 million 13. per day 3500 Mts.22 million liters per day 3. Find out new retailers in market and convince them for Amul ice-cream Members: No. per day SALES TURNOVER Sales Turnover 1994-95 1995-96 1996-97 1997-98 1998-99 1999-00 2000-01 2001-02 2002-03 2003-04 2004-05 2005-06 2006-07 Rs (million) 11140 13790 15540 18840 22192 22185 22588 23365 27457 28941 29225 37736 42778 US $ (in million) 355 400 450 455 493 493 500 500 575 616 672 850 1050 Page 11 . of Village Societies: Total Milk handling capacity: Milk collection (Total ): Milk collection (Daily Average): Milk Drying Capacity: Cattle feed manufacturing capacity: 13 district cooperative milk producers' Union 2.ICE -CREAMS.328 11. of Producer Members: No. 7.05 billion liters 8.

guide towards important decisions and determine the commitment and achievement. has adapted towards its excellence are:          People Centric Continues self Renewal Empowerment Responsibility Courage Innovation and creativity Expansion and Diversification Accountability Quality Current Business Scenario: Present Status of Amul Ice Cream:Page 12 . These values define the philosophy of operations. Some of the values and vision which the Amul India Pvt Ltd. diversification and excellence.2007-08 2008-09 52554 67113 1325 1504 Values & vision of the company: The values and vision drive any organization towards his goals of expansion.

Amul Ice Cream has achieved 38% share against 9% market share of HLL making it 4 times larger than its closest competitor.1 ice cream brand in the country.41 crore of turnover in 2007-08. GCMMF registered a 27.87% over 75.24 lakh kg per day.7% growth to achieve the new landmark.6. 2.1. 4. Amul is now India s largest food Retail Company. It is now the only national brand and all other ice cream brands are regional. Despite recession. The annual report of GCMMF for 2008-09. Financial position: It has crossed the milestone of Rs6. During the financial year 2008-09. 711. In a short span of 6 years Amul Ice Cream has become the No. the federation has witnessed growth in export. 255.19 lakh kg per day which has increased by 14. From Rs.5.31 crore in 2008-09. Export of GCMMF has reached Rs133 crore against Rs125 crore last year Page 13 . the milk giant jumped to Rs. Total milk procurement by member unions of GCMMF during 2008-09 averaged 87. 3. The highest procurement as usual was recorded in winters during January 2009 at 114. reveals that milk procurement has witnessed a double digit growth.90 lakh kg per day in 2007-08. 700 crore annual turnover. released by the federation on Friday.

Major competitor: 1.ACHIEVEMENTS: Amul: Asia’s largest dairy co-operative was created way back in1946 to make the milk producer self-reliant and conduct milk. Mother Diary 3.Kwality Walls .Chennai Based Hatsun Agro Product 4. D) The first and only organization in world to get ISO 9000 standard for its farmer’s cooperatives. Arun . Vadilal Page 14 . HUL . Havmour 5.2nd biggest player 2. E) First to produce milk from powder from surplus milk. Amul created history in following areas: A) First self motivated and autonomous farmers‟ organization comprising of more than 5000000 marginal milk producers of Kaira District. Amul is the live example of how co-operation amongst the poor marginal farmers can provide means for the socio-economic development of the under privileged marginal farmers. B) Created Dairy co-operatives at village level functioning with milk collection centre’s owned by them. Amul has always been the trend setter in bringing and adapting the most modern technology to door steps to rural farmers.business with pride. C) Computerized milk collection system with electronic scale and computerized accounting system.

It is now a wholly owned company of the National Dairy Development Board (NDDB). Kwality ice-creams are trusted not only for their rich. Dahi. Page 15 . Today. but also for their trusted quality and nutritious food value.KWALITY WALLS: Kwality Ice Cream is the pioneer in the Indian ice-cream manufacturing industry and in 1956 became the first company in the country to use imported technology for manufacturing ice-cream on a commercial scale. Similarly. As the ice-cream industry exploded in India. Cheese and Butter). Kwality is not just a brand – it is the ice-cream associated with the Indian summer. the collaboration made Kwality a household name and created deep in roads for the brand in the consumer market.8 million liters of milk daily in the markets of Delhi. IS-15000 HACCP and IS-14001 EMS certified organization. Though the two giants eventually parted ways. The Indian consumer market was introduced to “KWALITY WALLS” the result of a collaboration between global brand Walls and the leading Indian ice-cream brand Kwality. it’s the first choice in ice-cream for any child or adult during the scorching Indian summers. Mother Dairy markets & sells dairy products under the Mother Dairy brand (like Liquid Milk. M Mother Dairy: Delhi was set up in 1974 under the Operation Flood Programme. frozen vegetables and fruit juices at a national level through its sales and distribution networks for marketing food items. Government of India. in 1995 Kwality Group joined hands with Hindustan Lever Limited and then there was no looking back. Ice creams. Mother Dairy is an IS/ ISO-9002. Mother Dairy markets approximately 2. Moreover. Mother Dairy also contributes to the cause of oilseeds grower cooperatives that manufacture/ pack the Dhara range of edible oils by undertaking to nationally market all Dhara products. its Quality Assurance Laboratory is certified by National Accreditation Board for Testing and Calibration Laboratory (NABL)-Department of Science and Technology. Mother Dairy sources significant part of its requirement of liquid milk from dairy cooperatives. At Mother Dairy. processing of milk is controlled by process automation whereby state-of-the-art microprocessor technology is adopted to integrate and completely automate all functions of the milk processing areas to ensure high product quality/ reliability and safety. Dhara range of edible oils and the Safal range of fresh fruits & vegetables. creamy flavours. Mother Dairy sources fruits and vegetables from farmers / growers associations.

The brand is currently available in the following variants: Refined Vegetable Oil. Mumbai.Mumbai. Mother Dairy also manufactures and markets a wide range of dairy products that include Butter. Mother Dairy has also been marketing the Dhara range of edible oils for the last few years. retail outlets and mobile units. The company markets an array of fresh and frozen fruit and vegetable products under the brand name SAFAL through a chain of 400+ own Fruit and Vegetable shops and more than 20. Mother Dairy has also launched extra virgin Olive Oil under the Daroliva brand. In times to come. With increasing demand another state-of-the-art fruit processing plant has been set up at Bangalore with fruit handling capacity of around 250 MT per day. Refined Rice Bran Oil. Page 16 .00. Saurashtra and Hyderabad. cones. A state-of-the-art fruit processing plant of fruit handling capacity of 120 MT per day. low fat desserts and take-home packs. Kolkata. Kachi Ghani Mustard Oil and Filtered Groundnut Oil. And an utterly delectable taste. UP & Uttaranchal. Refined Sunflower Oil. Mother Dairy ice creams launched in the year 1995 have shown continuous growth over the years and today boasts of approximately 62% market share in Delhi and NCR. setup in 1996 at Mumbai supplies quality products in the international market.000 retail outlets in various parts of the country. Today it is a leading brand of edible oils and is available across the country in over 2. Sundaes. That's the secret of Mother Dairy's fascinating range of rich and creamy ice creams – a lip-smacking array of ice candies. Mother Dairy Milk has a market share of 66% in the branded sector in Delhi where it sells 2.000 retail outlets and 845 exclusive outlets of Mother Dairy. UHT Milk. Ghee. Punjab. milk lollies.000 MT. The company’s derives significant competitive advantage from its unique distribution network of bulk vending booths. Mother Dairy ice creams are now being enjoyed across the markets of Delhi/ NCR. harnessed the power of farmer cooperatives to deliver a range of delicious products and bring a smile on your face. An IQF facility with capacity of around 75 MT per day is also operational in Delhi. Dahi. Lassi & Flavored Milk and most of these products are available across the country. a 100 percent EOU. Fresh produce from the producers is handled at the Company’s modern distribution facility in Delhi with an annual capacity of 200. Rajasthan. Cheese. real fruit ice creams. Refined Soybean Oil. bars.000 outlets. Abundant toppings. Mother Dairy shall strive to remain one of India’s finest food companies. Mother Dairy has over the last 3 decades. Real milk.3 million liters of milk daily and undertakes its marketing operations through around 14.

he had to begin from a hand-cart at the Ahmadabad Railway Station. And good quality. wins over the situation sooner or later. He had to start the venture from scratch again. Chandramogan is the Chairman and Managing Director of Hatsun Agro Product Ltd. Perhaps he didn't know it then. churning out the Ice Cream manually. . or anything else as fanciful. The company is expected to cross 1000 crore rupees turnover in year 2009. like good character. in undivided India. with virtually no moveable assets. By 1947. settled down in Ahmadabad. G.Arun Ice Creams: R. It reaches hundreds of thousands of consumers through 50 main outlets and 12000 plus dealers. Havmor Ice Cream is a delicious facet of Western India's daily life and part of its market lore. But in 1947. it was not a case of “Brand Relocation”. in the wake of the partition. it was a popular local brand there. a popular ice cream brand in south India is owned by Hatsun Agro. and more taste to relish from his Ice Creams.a neologism for 'Have More' . which is the manufacturer of branded milk and ice cream and the largest private dairy in India. Searching for a new turf. Havmor: Havmor Ice Cream began its branded life in 1944 in Karachi. its founder Satish Chona had to join the exodus into India. he tried out Dehra Dun and Indore. two popular milk branks in Tamil Nadu. Page 17 . but he had laid the foundation for one of Western India's most enduring market legends. No. Hatsun group is also producing Arokya and Gomatha. Arun Ice Creams. In fact.which meant the customer got more value for money. He called this fledgling brand 'Havmor' . and finally. Today.

the brand of Vadilal has captured a substantial share of the Indian ice cream market. Market share of ice-cream The per capita consumption of ice creams in India is just 300 ml per annum. Another trend that is witnessing a change is the seasonal nature of the industry. Besides desserts. this trend especially holds true for the North and the Western parts of India. According to the industry players. Since then it has extended its reach in different segments of ice creams. With its diverse range of ice creams. The Vadilal Industries Limited ice cream. Vadilal Industries Limited started its operation with a simple hand cranked machine. cones. India is a way too far behind even in terms of the world average per capita ice cream consumption of 2. juice.Vadilal Vadilal is one of the major milk and dairy product suppliers in India. Having said that. compared to 22 liters in the US. cups. The reasonable price tags and exclusive ingredients are the main factors behind the huge popularity of the Vadilal Group of Companies. Page 18 . The central office of the Vadilal group is located in Gujarat.3 liters per annum. 14 liters in Sweden. the peak season for ice cream still remains the summer months of April-June and dips in the months of November-February. 18 liters in Australia. ice cream also vies for attention with other like foods for example in summers with cold drinks. climate with a young population. The ice cream manufacturing units of the Vadilal Industries Limited come with a daily production capacity of 1-lakh liters in total. The product list of Vadilal includes 200 different types of candies. etc. party and family packs and bulk packs. coffee.


Product Profile: Page 20 .

AMUL is all set to storm the Ice cream market with a new range of probiotic ice cream aimed at the total health conscious. Page 21 .

improve the immune system. Probitics are defined as “live beneficial culture administered in adequate amounts which confer a beneficial health effect on the host”. living habit. fight against allergic reactions and are effective in controlling travelers’ diarrhoea. In Amul Sugar Free Probiotic Diabetic Delight frozen dessert. which when administered in adequate amounts. age etc can cause the disturbance in balance of gut microflora. Amul Sugar Free (Probiotic Diabetic Delight): For diabetics. The human large intestine is a active site of no of microorganism known as gut microflora. medication to cure disease. For a healthy person it is a balance of a number of beneficial a bacteria. beneficial culture. Our food habit. They also help in the prevention of colon cancer and enhance brain activity.Proboitic means “ for life”. They also aid in food digestion. protection from pathogens and virus invasion through gastrointestinal tract. The disturbed gut microflora can create a chance for pathogens and viral invasion. The products are: Amul Prolife (Probiotic Wellness Ice Cream). consuming ice cream had remained a dream. make the bones stronger. Amul is all set to change that with the launch of India’s first specially created Sugar Free Low Fat Diabetic Delight. stress & strain. Amul Sugar Free (Probiotic Diabetic Delight) Amul Prolife (Probiotic Wellness Ice Cream) Probiotics are a live. confer a beneficial health effect on the host. They help in digestion. The gut microfloras actively play a role in health maintenance by modulation of immune system. Following are the benefits of having Probiotic ice cream: • • • • • • • • It improves the gut micro flora Helps in digestion Improves the mineral and vitamin absorptions from diet Produces anti-microbial substances. How is Amul Prolife ice cream beneficial? Probiotic ice cream is enriched with live beneficial cultures to help your overall. Apart from these beneficial bacteria also synthesize some vitamins in gut. The Amul Prolife Probiotic Wellness Ice Cream has all these benefits. which help in fighting against pathogens Produces Vitamin B Assists in healthy liver functioning Supports cholesterol management Prevents and reduces food allergies Prevents the formation and growth of colon cancer. sugar has been replaced with zero Page 22 .

Digestive enzymes sparingly digest these sweeteners in the stomach or small Amul probiotic wellness ice cream have been made to confer the health benefit of these probiotics. Probiotic ice cream is enriched with live beneficial cultures to help your overall well being and health.calorie and low calorie sweeteners called fructooligo.15 (125ml) to 110(1. Fructo-oligo-saccharides (FOS) are soluble dietary fibres that improve the mineral absorption and bone health in addition to increasing the disease-fighting ability of the body.25 liters in 5 flavours: Vanilla with chocolate sauce/Strawberry/chocolate/shahi Anjir and fresh litchi price ranging from Rs. Amul Probiotic wellness ice cream: • • • • Improves immunity Improves digestion Prevent gut infection Manages traveler’s diarrhea Available in flavours & size:Amul Probiotic wellness ice cream is available in: 125ml/500ml+500ml free and 1. Page 23 .saccharine.25litrs). Who does Probiotic ice cream suit best? EVERYONE who desires to live HEALTHY LIFE.

Hotels and restaurants and Airkitchens etc.FINDINGS The distribution channel for Amul Ice Cream There are around seven manufacturing units for Amul Ice Cream in India. Out of which Vasundhara Dairy. From there it is supplied to the distributor point and then to the retail outlets. Catering Institution. Page 24 . From this unit the ice creams goes to the CNF (Pawai). The Flow chart below shows the Distribution channel of Amul Ice Cream in Mumbai. Boisar is the unit which supply the Ice Cream in Mumbai.

Mr. Byculla (E). There is a checker. Because of that they are also not able to fulfill retailers demand properly. These FOW’s supply the Ice Cream to the retail-outlets. APO’s. There are two salesmen who Page 25 . Mr. Even distributors are also facing problems in regarding the distribution. As I was working under Anuradha International Distributor point. Ice Cream Parlours and to the other segments of the Ice Cream market in the provided area by the company. Anuradha International (Distributor) The Distributor Amul Ice Cream under which I worked for the first phase of my SIP. Pawai Hotels and restaurants Vasundhara Dairy. One accountant.Retailer Outlets Distributor Point Catering Institution CNF. For example. he’s getting any other flavour instead of that. The owner of this distributor point is Alok Sacheti. In Anuradha International there are three FOW’s. Boisar Air-kitchens In the peak season there is a huge problem of supply of preferred products. Ganpat Prajapati is there to manage all the accounts. If the retailer has ordered for party pack of Mango flavour. They are not getting the whole range of the products. There is one computer operator. It is situated at Mustafa Bazar. Vijay who manages all loading and unloading of Ice Cream for the supply. Mr. Amir Kawle who makes the list of daily supply orders brought up by the Salesman. I saw the same problems faced by the retail outlets.

there are eight more employees who does loading-unloading and go to the retail outlets with the FOW’s Page 26 .take orders from the retailers by visiting them. Apart from these employees.

Statement of the problem Problems of Retailer (Data of 90 retailer) 1. Irregular supply Page 27 .

(10 out of 90) = 11. Replacement – (30 out of 90) = 33.2.111% 3. Damage products.3333% Page 28 .

55% Page 29 .4. Current price charts –(45 out of 90) = 50% 5. Deep freezer problems – (5 out of 90) = 5.

Availability and Awareness of Amul Probiotic Ice cream/Sugar free . Page 30 . Create a chain of new retailers in new areas as well as old one 2.Project Objectives: 1.

Sampling 2.Methodology 1. Questionnaire Page 31 .

Cluster sampling is sampling technique that is used when natural groups are evident. It made us easy in collecting the data from the parlors during the night. Sampling Technique : Non probability sampling Page 32 . 2. CONVENIENCE SAMPLING: This type of sampling is chosen purely on the basis of convenience and according to convenience. I visited Amul Parlour 1. Both sampling were taken because the entire Mumbai is a big area.CLUSTER SAMPLING: Here the whole area is divided into some geographical area and a definite number of consumers were to be surveyed. SAMPLING: 1.

: Total 931 respondents (Age ranging between 15 yrs to 50 yrs) : Direct interview through questionnaire. we conducted the survey at various Amul Ice-cream scooping parlors across Mumbai. This provided ready access to subjects matching the targeted profile. covering over 30 locations and over a thousand subjects. Method 5. Data analysis method : Graphical method. Page 33 . Sample Unit 3. Area of survey : Mumbai. 6.(A non probability sampling techniques that in which each element in the population does not have an equal chance of getting selected) 2. Sample size : People who buy Amul ice-cream available in Amul parlours. Marketing Research Methodology: In order to intercept the target group. 4.

This enables us to infer patterns in awareness and demand data DATA Page 34 . sales data of Amul Ice-cream distributors for retail outlets is collected to understand the consumption patterns for Amul probiotic & sugar-free ice-creams in different regions of Mumbai. The entire operation is thereby carried out on laptops by each member of the survey team. In order to better assimilate the data. More so. These zones have been constructed on the basis of similarity in lifestyle of population residing in the areas covered by each zone. we have divided the area of Mumbai city into 4 zones.The survey questionnaire is transcribed into a software format enabling quick integration of results along with control and accountability of data.

170 Zone 2 Data.365 Page 35 .ANALYSIS The whole Mumbai was divided in to four zone: Total Data collected was – 931 Zone 1 Data.231 Zone 4 Data.165 Zone 3 Data.

This does not necessarily indicate awareness of Amul Products.The survey results can be expressed in 4 quantitative parameters. ‘Awareness of Amul SF/PB’. General Awareness of Sugar free concepts: This parameter expresses the percentage of consumers aware of the concept and the existence of Sugar Free food products. namely ‘General Awareness’. It helps in making a comparison of the population aware of Sugar free products to that which is aware of Sugar Free products at a conceptual level. ‘Trial of Amul SF/PB’ and ‘Willingness to Try Amul SF/PB’. Page 36 .

Awareness of Probiotic concepts: This parameter expresses the percentage of consumers aware of the existence of Probiotic concepts. Page 37 .

Awareness of Amul sugarfree ice cream: This graph shows the awareness of Amul Sugarfree ice cream & not aware of Amul Sugarfree ice cream. Page 38 .

Awareness of Amul Probiotic Ice cream: Trial of Amul SF: This parameter expresses the percentage of consumers who have tried Amul Sugar-Free icecreams at least once. Page 39 .

Trial of Amul PB: This parameter expresses the percentage of consumers who have tried Amul Probiotic icecreams at least once. Willingness to Try Amul SF: Page 40 .

This parameter expresses the percentage of person willingness to try Sugar free. Willingness to Try Amul PB: Page 41 .After conducting the survey. the consumers were explained the benefits of Amul Sugar-Free ice-creams. .

does not represent absoluteness as the answers by the respondents are at times influenced by the surveyor’s persuasion. RESULTS AT A GLANCE: Page 42 . however. Even so.This parameter. They also vary with the effectiveness of communication of ‘benefits of Amul SF/PB ice-cream products’ by the surveyors to the respondents. this data on a whole shows that the population that found probiotic ice-creams as an advantageous product significantly outweighs the population that found sugar-free ice-creams as an advantageous product.

Page 43 .Mumbai Results 79% 80% 70% 59% 60% 50% 40% 30% 20% 20% 10% 0% Sugar-Free Probiotic 16% 14% 38% 31% 24% General Awareness Awareness of Amul Product Trial of Amul Product Willingness to Try Amul Product The above graph shows the percentage of population (for each of the 4 parameters mentioned) in the city of Mumbai.

we developed a deeper understanding of the working of the ice-cream industry and the consumer response to the Sugar-free/Probiotic ranges of icecream. In view of this. Page 44 .RECOMME N DATION During our internship at Amul. we would like to offer Amul our suggestions.

Amul has taken minimal initiatives to market its PB range of ice-creams. However. in order to induce an influence on the consumer’s buying behavior.• As it is seen in the report. stating the benefits of the product and that its constituents have no side effects. Amul must therefore take initiatives to communicate the benefits of probiotic ice-cream rather than merely advertising its existence (as is being done today). Our retailer feedback also shows that only few parlors / retailers have knowledge of the benefits of these products. The general awareness of sugar-free food products is relatively higher as a result of the branding done for the product ‘Sugar. advertisements on all Amul ice-cream product packages and providing banners to Amul scooping parlors / retailers. This is a large potential for Amul to capitalize. Thus it is essential to educate them about the same. the awareness of SF/PB brands in Mumbai is very low. about 60% of them find it advantageous. • The results of the research show that once the consumers have been communicated the benefits of the Probiotic Ice-creams. This was particularly a response in the Zone – 4 region. We believe that both of these brands have a large scope in the urban Indian market if steps are taken to make the masses aware of their existence and benefits. its awareness and market acceptance lies very low. Thus it would be to Amul’s advantage to print a prominently visible note on the packages of the SF products. Page 45 . Amul uses this branding effort to leverage its SF range of ice-creams. as a result of which.Free’ by Zydus Cadila. • This can be done by using mass media. • The consumer feedback also showed that people had concerns about the side-effects of the substitutes used to replace sugar in the sugar-free ice-creams.

Freeze On Wheel Page 46 . Fast Moving Consumer Goods. 8. 3) We got an insight into the consumer psychology and the forces that drives the consumer to make a purchase decision. 4) We learnt the do’s and don’ts of this industry along with the various marketing strategies used to generate both market push and pull. Probiotic. 5) We enhanced our project management and team management skills in the process of working to improve our project efficiency. Prevention of Food Adulteration. 5. 3. ACRONYMS: 1. 9. we learnt the following valuable traits. 1) We got a first-hand experience of conducting a MR program to the scale of an entire city. Fructo-oligo-saccharides. AMUL SF PB GCMMF PFA FMCG FOS HUL FOW :::::::::- Anand Milk Union Limited.LEARNING: During the course of this project. 6. 2. Hindustan Unilever Limited. 7. Gujarat Co-operative Milk Marketing Federation. 2) We developed an understanding of the working of the ice-cream industry from a sales/marketing perspective. Sugar free. 4.

www.com 4.com 5.com 3.google.marketresearch.amuldairy. www.REFERENCES: 1. www.amul. www.com 2. www.com Page 47 .dairy.



Mahim • • • • • Parte's Ice cream Parlour Niraj Ice cream Niraj Ice Creams Shakun Agencies Garden View Parlor Page 50 .• Santosh Kumar • • • Dadar Matunga Grant Rd.

K.Enterprises 9870621720 Mr Padam Singh Andheri Abhay 8 AMULMU 08 Sarah Ice cream Parlour 9820159905/ 9820101532 Mr Ismail Khan Andheri Mayank 9 AMULMU 09 Sai Kripa Ice cream Parlour 9821448050 Mr Yogesh Shrama Andheri Mayank 10 AMULMU 10 Garden View Ice cream Parlour 24229178/ 24379791 / 93228557124 DR C H Thatte Mahim Santosh 11 AMULMU 11 Ananya's Ice cream Parlour 67551054 Ms Sushama Singh Mulund NA 12 AMULMU 12 Ice Age Ice cream Parlour 29259626 / 9323337690 Mr Omprakash Lookhar Santacruz 13 AMULMU 13 Food India Ice cream Parlour 9819656557 Mr Anil Shail malad Mitesh 14 AMULMU 14 Shree Swami Samarth Ice cream Parlour Page 51 28746706 / 9833143030 Mr Sameer Kasbekar Borivali Bhoomika .AMUL ICE CREAM PARLOURS IN MUMBAI CITY Sr no Parlour Code Name of Parlour Contact No Person Incharge Location Student Name Status 1 AMULMU 01 Niraj Ice cream Parlour 9821546161 Mr Tamore Matunga Santosh 2 AMULMU 02 Food India Ice cream Parlour 9819656557 Mr Anil Andheri Mayank 3 AMULMU 03 Gita Enterprise 9323430221 Mr Keyur Kandivali Bhoomika 4 AMULMU 04 Sereno Ice cream Parlour 9869070185 Mr Bunty Mulund Nimesh 5 AMULMU 05 Sereno Ice cream Parlour 9869070185 Mr Bunty Mulund Nimesh 6 AMULMU 06 Samarth Ice cream Parlour 9892911911 Mr Bharat Dangat Andheri Amit 7 AMULMU 07 P.

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