[Type the document title]

Products of Amul in using by most

45
42.5

40

35

30

25
25

Series1
20
16.67
15

10

5
5 3.33 3.33
1.67 0.83 0.83
0.83 0
0
0
1 2 3 4 5 6 7 8 9 10 11 12

[Type text] Page 1

 [Type the document title]

Factor which affects most

50 45.83
45
40
35
28.33
30
25 26.67
20
Series1
15
10
5
0
Quality Brand image Price Easy availability other ideas

[Type text] Page 2

 [Type the document title]

SUGGESTION
Amul Ice cream are among the top ice cream, but like every company Amul
also has its few weaknesses,which have already been discussed in the project.
Few of the recommendation to rectify or improve on them are discussed below.

1. Not popular among higher segment buyers, Amul is not preferred by

customers who are not price sensitive; they don’t find Amul’s quality at
par with kwality walls. Company should try and resposition itself in the
market though the steps discussed earlier.
2. Amul has a relatively good distribution network but demand is not
meeting the supply. Lack of consistent supply is, leading to customers
being pushed away to other brands. Maximum numbers of vendors do not
the products that they ask for. For months. Company should focus on this
issue and try and improve the supply chain management.
3. In this competitive market not providing free fridge to retailers when your
biggest competitor is providing it with ease leads to huge loss in market
share. All the retailers are in the habit of getting free fridges from
Kwality Walls. This strategy by Kwality Walls is not only pushing out
Amul from the shops but also not letting it enter to areas where Amul
haven’t been able to reach yet.
4. Lack of push carts, which are very popular among genral public. A
general tendency have been noticed among customers is that they might
not enter a ice cream outlet and purchase ice cream to eat but they
definitely tend to buy ice creams when they suddenly see a push cart.
Company should consider increasing its push carts in the market,
considerably.
5. Lack of sufficient number of scooping parlours, Amul has only three
scooping parlour in whole of Kolkata that also inside some lane or not so
popular area. Whereas Kwality walls scooping parlour (SWILRS) are
innumerable in number and are situated in all the crowded areas (near
malls, inside restaurants etc). Number of scooping parlour should be
increased.

[Type text] Page 3

 [Type the document title]

CONCLUSION
An attempt is made to identify the level of awareness and market
perception among the respondent towards Amul ice cream. It was found
during studies that Amul has a very good market reputation in Ghaziabad
city .They have a huge market share and big customer base. They have
bright future as have many uncovered area and potential customers.
 Consumers are satisfied with the quality of the product.
 There are lots of varieties available in the market.
 Consumers have complaint regarding packaging and sometimes
availability of the product particularly with the brand cassatta and
Fundoo Range.
 In Ghaziabad the strength competition of Amul is with local
players like Gloria and goes in price terms and Dinshaes and
Cream bell in quality.
 There are huge opportunities for the company to open a separate
Amul ice cream parlour as customers have shown great enthusiasm
for it.

[Type text] Page 4