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“Post Launch Study of Amul Probiotic and

Sugar free Ice-creams in Mumbai”

ENROLLMENT ID:-010101134

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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

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

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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: ANANYA




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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.

of the Student:

Name :

Institute: Unitedworld School of Business

Enrollment No: 010101134

Year: 2009-2011


Table of Contents
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List of Tables & figures


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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. This is primarily due to the initiatives taken

by the Operation flood programmed in organizing milk producers into cooperatives; building

infrastructure for milk procurement, processing and marketing and providing financial,

technical and management inputs by the Ministry of Agriculture and Ministry of Food

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Processing Industries to turn the dairy sector into viable self-sustaining organized sector.

About 35% of milk produced in India is processed. The organized sector (large scale dairy

plants) processes about 13 million tons annually, while the unorganized sector processes

about 22 million tons per annum. In the organized sector, there are 676 dairy plants in the

Cooperative, Private and Government sectors registered with the Government of India and

the state Government.

The ice cream industry in India is mainly governed by the prevention of food and adulteration
act (PFA)-1954 in India. The ice cream market growth picked up after de-reservation of the
sector in 1997. History of Indian Ice Cream industry is very old started in un-organized sector
and mainly the popular product was kulfi. New technologies and freezers are the main force
behind the development. Future is bright for Ice Cream industry in India.

Company profile:-

AMUL means "priceless" in Sanskrit. The brand name "AMUL", from the Sanskrit
"Amoolya" was suggested by a quality control expert in Anand. Variants, all meaning
"priceless", are found in several Indian languages. AMUL (Anand Milk Union Limited),
formed in 1946, is a dairy cooperative movement in India. It is a brand name managed by an
apex cooperative organization, Gujarat Co-operative Milk Marketing Federation Ltd.

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(GCMMF), which today is jointly owned by some 2.6 million milk producers in Gujarat,
India. AMUL is based in Anand town of Gujarat and has been a sterling example of a co-
operative organization's success in the long term. It is one of the best examples of co-
operative achievement in the developing world. "Anyone who has seen ... the dairy
cooperatives in the state of Gujarat, especially the highly successful one known as AMUL,
will naturally wonder what combination of influences and incentives is needed to multiply
such a model a thousand times over in developing regions everywhere. The AMUL Pattern
has established itself as a uniquely appropriate model for rural development. AMUL has
spurred the White Revolution of India, which has made India the largest producer of milk and
milk products in the world. It is also the world's biggest vegetarian cheese brand.

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). Currently AMUL has 2.6 million producer
members with milk collection average of 10.16 million liters per day. Besides India, AMUL
has entered overseas markets such as Mauritius, UAE, USA, Bangladesh, Australia, China,
Singapore, Hong Kong and a few South African countries. Its bid to enter Japanese market in
1994 had not succeeded, but now it has fresh plans flooding the Japanese markets. Other
potential markets being considered include Sri Lanka. Dr Varghese Kurien of, former
chairman of the GCMMF, is recognized as the man behind the success of AMUL. On 10 Aug
2006 Parthi Bhatol, chairman of the Banaskantha Union, was elected chairman of GCMMF.

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Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products
marketing organization. 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.

Amul's product range includes milk powders, milk, butter, ghee, cheese, curd, chocolate, ice
cream, cream, shrikhand, paneer, gulab jamuns, basundi, Nutramul brand and others. In
January 2006, Amul plans to launch India's first sports drink Stamina, which will be
competing with Coca Cola's Powerade and PepsiCo's Gatorade .

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). Currently Amul has 2.6 million
producer members with milk collection average of 10.16 million liters per day. Besides
India, Amul has entered overseas markets such as Mauritius, UAE, USA, Bangladesh,
Australia, China, Singapore, Hong Kong and a few South African countries. Its bid to
enter Japanese market in 1994 had not succeeded, but now it has fresh plans of flooding
the Japanese markets .Other potential markets being considered include Sri Lanka.

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.

2. To know the current and forthcoming strategies and policies of the competitors.

3. To minimize the causes and chances of dissatisfaction among vendors by bridging the

communication process between them and the organization.

4. Target of selling 12, 00,000 lt. of ice-cream in coming year.

5. Create a chain of new retailers in new areas as well as old one.

6. Promote and sell the stock of company, esp. PROBIOTIC and SUGAR FREE
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7. Find out new retailers in market and convince them for Amul ice-cream

Members: 13 district cooperative milk producers'

No. of Producer Members: 2.79 million

No. of Village Societies: 13,328

Total Milk handling capacity: 11.22 million liters per day

Milk collection (Total ): 3.05 billion liters

Milk collection (Daily Average): 8.4 million liters

Milk Drying Capacity: 626 Mts. per day

Cattle feed manufacturing 3500 Mts. per day


Sales Turnover Rs (million) US $ (in million)
1994-95 11140 355
1995-96 13790 400
1996-97 15540 450
1997-98 18840 455
1998-99 22192 493
1999-00 22185 493
2000-01 22588 500
2001-02 23365 500
2002-03 27457 575
2003-04 28941 616
2004-05 29225 672
2005-06 37736 850
2006-07 42778 1050
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2007-08 52554 1325
2008-09 67113 1504

Values & vision of the company:

The values and vision drive any organization towards his goals of expansion, diversification
and excellence. These values define the philosophy of operations, guide towards important
decisions and determine the commitment and achievement. Some of the values and vision
which the Amul India Pvt Ltd. 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:-

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1. In a short span of 6 years Amul Ice Cream has become the No.1 ice cream brand in the

2. It is now the only national brand and all other ice cream brands are regional.

3. Amul Ice Cream has achieved 38% share against 9% market share of HLL making it 4
times larger than its closest competitor.

4. Amul is now India s largest food Retail Company.

Financial position:
It has crossed the milestone of Rs6, 700 crore annual turnover.

During the financial year 2008-09, GCMMF registered a 27.7% growth to achieve the new
landmark. From Rs.5, 255.41 crore of turnover in 2007-08, the milk giant jumped to Rs.6,
711.31 crore in 2008-09.

The annual report of GCMMF for 2008-09, released by the federation on Friday, reveals that
milk procurement has witnessed a double digit growth. Total milk procurement by member
unions of GCMMF during 2008-09 averaged 87.19 lakh kg per day which has increased by
14.87% over 75.90 lakh kg per day in 2007-08. The highest procurement as usual was
recorded in winters during January 2009 at 114.24 lakh kg per day. Despite recession, the
federation has witnessed growth in export. Export of GCMMF has reached Rs133 crore
against Rs125 crore last year

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Amul: Asia’s largest dairy co-operative was created way back in1946 to make the milk
producer self-reliant and conduct milk- business with pride. Amul has always been the
trend setter in bringing and adapting the most modern technology to door steps to rural

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.

B) Created Dairy co-operatives at village level functioning with milk collection centre’s
owned by them.

C) Computerized milk collection system with electronic scale and computerized accounting

D) The first and only organization in world to get ISO 9000 standard for its farmer’s co-

E) First to produce milk from powder from surplus milk.

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

Major competitor:

1. HUL - Kwality Walls - 2nd biggest player

2. Mother Diary

3. Arun - Chennai Based Hatsun Agro Product

4. Havmour

5. Vadilal

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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. As the ice-cream industry exploded in India, in 1995 Kwality Group joined hands
with Hindustan Lever Limited and then there was no looking back. 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. Though the two giants eventually parted ways, the
collaboration made Kwality a household name and created deep in roads for the brand in the consumer

Today, Kwality is not just a brand – it is the ice-cream associated with the Indian summer; it’s the first
choice in ice-cream for any child or adult during the scorching Indian summers. Kwality ice-creams are
trusted not only for their rich, creamy flavours, but also for their trusted quality and nutritious food

M Mother Dairy:
Delhi was set up in 1974 under the Operation Flood Programme. It is now a wholly owned company of
the National Dairy Development Board (NDDB).

Mother Dairy markets & sells dairy products under the Mother Dairy brand (like Liquid Milk, Dahi, Ice
creams, Cheese and Butter), Dhara range of edible oils and the Safal range of fresh fruits & vegetables,
frozen vegetables and fruit juices at a national level through its sales and distribution networks for
marketing food items.

Mother Dairy sources significant part of its requirement of liquid milk from dairy cooperatives.
Similarly, Mother Dairy sources fruits and vegetables from farmers / growers associations. 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.
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. Mother Dairy is an IS/ ISO-9002,
IS-15000 HACCP and IS-14001 EMS certified organization. Moreover, its Quality Assurance
Laboratory is certified by National Accreditation Board for Testing and Calibration Laboratory
(NABL)-Department of Science and Technology, Government of India.

Mother Dairy markets approximately 2.8 million liters of milk daily in the markets of Delhi,

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Saurashtra and Hyderabad. Mother Dairy Milk has a market share of 66% in the branded sector in Delhi
where it sells 2.3 million liters of milk daily and undertakes its marketing operations through around
14,000 retail outlets and 845 exclusive outlets of Mother Dairy.

The company’s derives significant competitive advantage from its unique distribution network of bulk
vending booths, retail outlets and mobile units. 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. Mother Dairy also manufactures and markets a wide range of dairy products that
include Butter, Dahi, Ghee, Cheese, UHT Milk, Lassi & Flavored Milk and most of these products are
available across the country.

The company markets an array of fresh and frozen fruit and vegetable products under the brand
SAFAL through a chain of 400+ own Fruit and Vegetable shops and more than 20,000 retail outlets in
various parts of the country. Fresh produce from the producers is handled at the Company’s modern
distribution facility in Delhi with an annual capacity of 200,000 MT. An IQF facility with capacity of
around 75 MT per day is also operational in Delhi. A state-of-the-art fruit processing plant of fruit
handling capacity of 120 MT per day, a 100 percent EOU, setup in 1996 at Mumbai supplies quality
products in the international market. 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.

Mother Dairy has also been marketing the Dhara range of edible oils for the last few years. Today it is
a leading brand of edible oils and is available across the country in over 2,00,000 outlets. The brand is
currently available in the following variants: Refined Vegetable Oil, Refined Soybean Oil, Refined
Sunflower Oil, Refined Rice Bran Oil, Kachi Ghani Mustard Oil and Filtered Groundnut Oil. Mother
Dairy has also launched extra virgin Olive Oil under the Daroliva brand.

Mother Dairy has over the last 3 decades, harnessed the power of farmer cooperatives to deliver a
range of delicious products and bring a smile on your face. In times to come, Mother Dairy shall strive
to remain one of India’s finest food companies. Real milk. Abundant toppings. And an utterly
delectable taste. That's the secret of Mother Dairy's fascinating range of rich and creamy ice creams – a
lip-smacking array of ice candies, milk lollies, bars, cones, real fruit ice creams, Sundaes, low fat
desserts and take-home packs.

Mother Dairy ice creams are now being enjoyed across the markets of Delhi/ NCR, Mumbai, Kolkata,
Punjab, Rajasthan, UP & Uttaranchal.

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Arun Ice Creams:

R. G. Chandramogan is the Chairman and Managing Director of Hatsun Agro Product Ltd, which is
the manufacturer of branded milk and ice cream and the largest private dairy in India. Arun Ice
Creams, a popular ice cream brand in south India is owned by Hatsun Agro. Hatsun group is also
producing Arokya and Gomatha, two popular milk branks in Tamil Nadu. The company is expected to
cross 1000 crore rupees turnover in year 2009.

Havmor Ice Cream began its branded life in 1944 in Karachi, in undivided India. By 1947, it was
a popular local brand there.

But in 1947, in the wake of the partition, its founder Satish Chona had to join the exodus into India,

with virtually no moveable assets. Searching for a new turf, he tried out Dehra Dun and Indore, and

finally, settled down in Ahmadabad.

No, it was not a case of “Brand Relocation”, or anything else as fanciful. He had to start the venture

from scratch again. In fact, he had to begin from a hand-cart at the Ahmadabad Railway Station,

churning out the Ice Cream manually.

He called this fledgling brand 'Havmor' - a neologism for 'Have More' - which meant the customer

got more value for money, and more taste to relish from his Ice Creams.

Perhaps he didn't know it then, but he had laid the foundation for one of Western India's most

enduring market legends.

And good quality, like good character, wins over the situation sooner or later.

Today, Havmor Ice Cream is a delicious facet of Western India's daily life and part of its market

lore. It reaches hundreds of thousands of consumers through 50 main outlets and 12000 plus


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Vadilal is one of the major milk and dairy product suppliers in India. The Vadilal Industries Limited
ice cream. With its diverse range of ice creams, the brand of Vadilal has captured a substantial share
of the Indian ice cream market.

Vadilal Industries Limited started its operation with a simple hand cranked machine. Since then it
has extended its reach in different segments of ice creams. The central office of the Vadilal group is
located in Gujarat. The reasonable price tags and exclusive ingredients are the main factors behind
the huge popularity of the Vadilal Group of Companies.

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,
cones, cups, party and family packs and bulk packs.

Market share of ice-cream

The per capita consumption of ice creams in India is just 300 ml per annum, compared to 22 liters in

the US, 18 liters in Australia, 14 liters in Sweden. India is a way too far behind even in terms of

the world average per capita ice cream consumption of 2.3 liters per annum. climate with a young

population. Besides desserts, ice cream also vies for attention with other like foods for example in

summers with cold drinks, coffee, juice, etc.

Another trend that is witnessing a change is the seasonal nature of the industry. Having said that, the

peak season for ice cream still remains the summer months of April-June and dips in the months of

November-February. According to the industry players, this trend especially holds true for the North

and the Western parts of India.

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Product Profile:

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

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Proboitic means “ for life”. Probitics are defined as “live beneficial culture administered in
adequate amounts which confer a beneficial health effect on the host”.

The human large intestine is a active site of no of microorganism known as gut microflora.
For a healthy person it is a balance of a number of beneficial a bacteria. The gut microfloras
actively play a role in health maintenance by modulation of immune system, protection from
pathogens and virus invasion through gastrointestinal tract. They also aid in food digestion.
Apart from these beneficial bacteria also synthesize some vitamins in gut. Our food habit,
living habit, medication to cure disease, stress & strain, age etc can cause the disturbance in
balance of gut microflora. The disturbed gut microflora can create a chance for pathogens and
viral invasion.

The products are:

Amul Prolife (Probiotic Wellness Ice Cream), Amul Sugar Free (Probiotic Diabetic Delight)

Amul Prolife (Probiotic Wellness Ice Cream) Probiotics are a live, beneficial culture, which
when administered in adequate amounts, confer a beneficial health effect on the host. They
help in digestion, improve the immune system, make the bones stronger, fight against allergic
reactions and are effective in controlling travelers’ diarrhoea. They also help in the
prevention of colon cancer and enhance brain activity. The Amul Prolife Probiotic Wellness
Ice Cream has all these benefits. How is Amul Prolife ice cream beneficial? Probiotic ice
cream is enriched with live beneficial cultures to help your overall.

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, 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.

Amul Sugar Free (Probiotic Diabetic Delight):

For diabetics, consuming ice cream had remained a dream. Amul is all set to change that with
the launch of India’s first specially created Sugar Free Low Fat Diabetic Delight. In Amul
Sugar Free Probiotic Diabetic Delight frozen dessert, sugar has been replaced with zero
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calorie and low calorie sweeteners called fructooligo- saccharine. 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. 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

Who does Probiotic ice cream suit best?

EVERYONE who desires to live HEALTHY LIFE. Probiotic ice cream is enriched with live
beneficial cultures to help your overall well being and health.

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 1.25 liters
in 5 flavours: Vanilla with chocolate sauce/Strawberry/chocolate/shahi Anjir and fresh litchi
price ranging from Rs.15 (125ml) to 110(1.25litrs).

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The distribution channel for Amul Ice Cream

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

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Retailer Outlets

Point Catering

CNF, Pawai
Hotels and

Dairy, Boisar

In the peak season there is a huge problem of supply of preferred products. For example, If
the retailer has ordered for party pack of Mango flavour, he’s getting any other flavour
instead of that.

Even distributors are also facing problems in regarding the distribution. They are not getting
the whole range of the products. Because of that they are also not able to fulfill retailers
demand properly.

As I was working under Anuradha International Distributor point, I saw the same
problems faced by the retail outlets.

Anuradha International (Distributor)

The Distributor Amul Ice Cream under which I worked for the first phase of my SIP. It is
situated at Mustafa Bazar, Byculla (E). The owner of this distributor point is Alok Sacheti.
In Anuradha International there are three FOW’s. These FOW’s supply the Ice Cream to the
retail-outlets, APO’s, Ice Cream Parlours and to the other segments of the Ice Cream market
in the provided area by the company. There is one computer operator, Mr. Amir Kawle who
makes the list of daily supply orders brought up by the Salesman. One accountant, Mr.
Ganpat Prajapati is there to manage all the accounts. There is a checker, Mr. Vijay who
manages all loading and unloading of Ice Cream for the supply. There are two salesmen who

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

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Statement of
the problem

Problems of Retailer (Data of 90 retailer)

1. Irregular supply

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2. Damage products- (10 out of 90) = 11.111%

3. Replacement – (30 out of 90) = 33.3333%

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4. Current price charts –(45 out of 90) = 50%

5. Deep freezer problems – (5 out of 90) = 5.55%

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Project Objectives:
1. Create a chain of new retailers in new areas as well as old one

2. Availability and Awareness of Amul Probiotic Ice cream/Sugar free

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1. Sampling

2. Questionnaire

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Here the whole area is divided into some geographical area and a definite number of
consumers were to be surveyed. Cluster sampling is sampling technique that is used when
natural groups are evident.


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.

2. It made us easy in collecting the data from the parlors during the night.


1. Sampling Technique : Non probability sampling

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(A non probability sampling techniques
that in which each element in the
population does not have an equal
chance of getting selected)

2. Sample Unit : People who buy Amul ice-cream available

in Amul parlours.

3. Sample size : Total 931 respondents (Age ranging

between 15 yrs to 50 yrs)

4. Method : Direct interview through questionnaire.

5. Data analysis method : Graphical method.

6. Area of survey : Mumbai.

Marketing Research Methodology:

In order to intercept the target group, we conducted the survey at various Amul Ice-cream
scooping parlors across Mumbai, covering over 30 locations and over a thousand subjects.
This provided ready access to subjects matching the targeted profile.

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The survey questionnaire is transcribed into a software format enabling quick integration of
results along with control and accountability of data. The entire operation is thereby carried
out on laptops by each member of the survey team.

More so, 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.

In order to better assimilate the data, we have divided the area of Mumbai city into 4 zones.
These zones have been constructed on the basis of similarity in lifestyle of population
residing in the areas covered by each zone. This enables us to infer patterns in awareness and
demand data

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The whole Mumbai was divided in to four zone:

Total Data collected was – 931

Zone 1 Data- 170

Zone 2 Data- 165

Zone 3 Data- 231

Zone 4 Data- 365

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The survey results can be expressed in 4 quantitative parameters, namely ‘General
Awareness’, ‘Awareness of Amul SF/PB’, ‘Trial of Amul SF/PB’ and ‘Willingness to
Try 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. This does not necessarily indicate awareness of Amul Products.
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.

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Awareness of Probiotic concepts:

This parameter expresses the percentage of consumers aware of the existence of Probiotic

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Awareness of Amul sugarfree ice cream:

This graph shows the awareness of Amul Sugarfree ice cream & not aware of
Amul Sugarfree ice cream.

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Awareness of Amul Probiotic Ice cream:

Trial of Amul SF:

This parameter expresses the percentage of consumers who have tried Amul Sugar-Free ice-
creams at least once.

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Trial of Amul PB:
This parameter expresses the percentage of consumers who have tried Amul Probiotic ice-
creams at least once.

Willingness to Try Amul SF:

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After conducting the survey, the consumers were explained the benefits of Amul Sugar-Free
ice-creams. This parameter expresses the percentage of person willingness to try Sugar free.

Willingness to Try Amul PB:

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This parameter, however, does not represent absoluteness as the answers by the respondents
are at times influenced by the surveyor’s persuasion. They also vary with the effectiveness of
communication of ‘benefits of Amul SF/PB ice-cream products’ by the surveyors to the
Even so, 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.


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Mumbai Results




30% 24%
20% 14%


Sugar-Free Probiotic

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.

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

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• As it is seen in the report, the awareness of SF/PB brands in Mumbai is very low. The
general awareness of sugar-free food products is relatively higher as a result of the
branding done for the product ‘Sugar- Free’ by Zydus Cadila. Amul uses this
branding effort to leverage its SF range of ice-creams. However, Amul has taken
minimal initiatives to market its PB range of ice-creams, as a result of which, its
awareness and market acceptance lies very low.

• The results of the research show that once the consumers have been communicated
the benefits of the Probiotic Ice-creams, about 60% of them find it advantageous. This
is a large potential for Amul to capitalize. Amul must therefore take initiatives to
communicate the benefits of probiotic ice-cream rather than merely advertising its
existence (as is being done today).

• This can be done by using mass media, advertisements on all Amul ice-cream product
packages and providing banners to Amul scooping parlors / retailers. Our retailer
feedback also shows that only few parlors / retailers have knowledge of the benefits of
these products. Thus it is essential to educate them about the same, in order to induce
an influence on the consumer’s buying behavior.

• 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. This was
particularly a response in the Zone – 4 region. Thus it would be to Amul’s advantage
to print a prominently visible note on the packages of the SF products, stating the
benefits of the product and that its constituents have no side effects.

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.

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During the course of this project, 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.

2) We developed an understanding of the working of the ice-cream industry from a

sales/marketing perspective.

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.

5) We enhanced our project management and team management skills in the process of
working to improve our project efficiency.


1. AMUL :- Anand Milk Union Limited.

2. SF :- Sugar free.
3. PB :- Probiotic.
4. GCMMF :- Gujarat Co-operative Milk Marketing Federation.
5. PFA :- Prevention of Food Adulteration.
6. FMCG :- Fast Moving Consumer Goods.
7. FOS :- Fructo-oligo-saccharides.
8. HUL :- Hindustan Unilever Limited.
9. FOW :- Freeze On Wheel

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

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Sr Parlour Student
Name of Parlour Contact No Person Incharge Location Status
no Code Name

AMULMU Niraj Ice cream

1 9821546161 Mr Tamore Matunga Santosh
01 Parlour

AMULMU Food India Ice cream

2 9819656557 Mr Anil Andheri Mayank
02 Parlour

3 Gita Enterprise 9323430221 Mr Keyur Kandivali Bhoomika

AMULMU Sereno Ice cream

4 9869070185 Mr Bunty Mulund Nimesh
04 Parlour

AMULMU Sereno Ice cream

5 9869070185 Mr Bunty Mulund Nimesh
05 Parlour

AMULMU Samarth Ice cream

6 9892911911 Mr Bharat Dangat Andheri Amit
06 Parlour

7 P.K.Enterprises 9870621720 Mr Padam Singh Andheri Abhay

AMULMU Sarah Ice cream 9820159905/

8 Mr Ismail Khan Andheri Mayank
08 Parlour 9820101532

AMULMU Sai Kripa Ice cream

9 9821448050 Mr Yogesh Shrama Andheri Mayank
09 Parlour

AMULMU Garden View Ice
10 24379791 / DR C H Thatte Mahim Santosh
10 cream Parlour

AMULMU Ananya's Ice cream

11 67551054 Ms Sushama Singh Mulund NA
11 Parlour

AMULMU Ice Age Ice cream 29259626 / Mr Omprakash

12 Santacruz
12 Parlour 9323337690 Lookhar

AMULMU Food India Ice cream

13 9819656557 Mr Anil Shail malad Mitesh
13 Parlour

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Shree Swami
AMULMU 28746706 / Mr Sameer
14 Samarth Ice cream Borivali Bhoomika
14 9833143030 Kasbekar
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