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MARKETING-CIA

Marketing mix
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Dhananjay Singh Shaktawat(1520581) 3BBAE

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COMPANY PROFILE

Amul

AMUL (Anand Milk Union Limited) is a dairy cooperative based in Anand in Gujrat, India.
Amul was formed in 1946 and is brand managed by the Gujarat Co-operative Milk Marketing
Federation Ltd. (GCMMF), which is owned jointly by 3.6 million milk producers in the state
of Gujrat. Amul was largely responsible for the White Revolution in India, making the
country the world’s largest producer of milk and milk-based products. It is currently the
largest food brand in India and also has operations overseas in Mauritius, USA, UAE, Sri
Lanka, Australia, China and South Africa.

Amul is indulged in the production of milk as well as a lot of milk based products like butter,
ghee, cheese, ice-creams etc.

For the purpose of this assignment and comparison with Kwality Wall’s we shall be looking
at Amul Ice-Creams from here on.

Kwality Wall’s

Kwality Walls is a company owned by Hindustan Unilever Limited in India. It is the result of
an amalgamation between two separate companies: Kwality from India and Wall’s from the
United Kingdom.

The original Indian brand Kwality was established in 1940 and was one of the first ice-cream
brands in India. It was acquired by HUL in 1956 and later came into the market as Kwality
Wall’s. It is now a major producer of ice-creams and frozen desserts in India, Pakistan, Sri
Lanka, Nepal and Malaysia. Kwality Wall’s has around 40% of the total share in the
organised Indian ice-cream market which is valued at around 800 crores.
Marketing Mix

Kwality Wall’s:

1. Product

Kwality Wall’s launched its famous range of stick ice-creams by the name of ‘FEAST’
targeting the youth in 1995. It is still largely popular in the market and now has even more
flavours apart from the traditional chocolate one.

In 1996, Kwality Wall’s launched the famous mouth-watering range of ‘CORNETTO’ ice
creams with the tag line “Bite bite mein pyaar”. It added more flavours to the range in 2002
with butterscotch, chocolate and strawberry and again 2009 and 2012 with Black forest,
Chocolate disc and Pistachio.

Kwality Wall’s also introduced the concept of ready-made ice cream sundaes in the Indian
market in 2001. It included flavours like Mango, Strawberry and Chocolate and later Black
Current, Choco-chip and Dry fruit were also introduced.

Another range of ice dollies by the name of ‘Paddle Pop’ was also introduced for kids. It was
a massive hit resulting in Paddle Pop mascot (lion), action figures, games and even movies.

Recently a high end upgraded ice cream range was introduced by the name of ‘MAGNUM’.

2. Price

Initially when Kwality Wall’s entered the market it followed the policy of premium pricing
but after an increased competition from other brands like Amul, Cream Bell and Mother
Dairy it adopted a value based pricing strategy. It has now been successful in penetrating the
Indian ice-cream market with its wide range of ice creams with prices varying from low to
reasonable to premium catering to customers from all income groups.

Prices range from Rs 5 for Funjoos dollies to Rs 35-70 for cornetto and Carte D’OR Ice
Cream in two flavours Divine Chocolate and Crème Brulee, which costs Rs. 210/750ml.
3. Place

Kwality Wall’s headquarters are located in Mumbai and operations are carried out in most
Indian cities. Distribution network is mainly made up of C&F agents or to direct company
agents. The C&F agents forward it to distributers who supply it to retailers to be sold to the
consumers.

In 2004, Kwality Wall’s successfully opened its first frozen dessert parlour called ‘Swirl’ in
the NCR region. The parlour with the message “Create your own Happiness” was a success
as it offered unique frozen desserts and were strategically placed in shopping malls and
complexes.

4. Promotion

The main objective of Kwality Wall’s while promoting itself has been to project itself as a
family brand. Using its various marketing campaigns and products it has appealed to the
youth groups, young children as well as to families. Products like Feast, dollies and Paddle
Pop appealed to the younger generation while Viennetta, Sundaes, and Vanilla Gold targeted
the home segment.

The company uses newspaper ads, hoarding, billboards and multimedia ads to advertise.
Super saver packs, buy one get one, added quantity etc. were also used as sales promotion
techniques.

Paddle Pop campaign was extremely successful and made the brand famous with the kids
with its creative advertisements. Their brand ambassadors and actors Yami Gautam and
Siddharth Malhotra have made the Cornetto ad immortal. Kareena Kapoor is the ambassador
for the latest Magnum range.

Kwality Wall’s has been successful in projecting itself as a friendly, family brand. Its
distinctive red coloured heart logo depicts happiness, smile and satisfaction.
Amul Ice-Creams

1. Product

Amul has a very strong and wide product portfolio. Amul Ice-creams are made from fresh
milk and are available in a wide range of flavours and packs of ice creams as well as frozen
desserts. As the ice creams are made from fresh milk and not vegetable oil, they are more
creamy, tasty and nutritious. Flavours such as Vanilla, Strawberry, Chocolate, Butterscotch,
Kesar Pista, Mango, Orange etc. are available in cones, cups, ice candies, kulfies and home
packs.

A sundae range including mango, black current, Double sundae was also introduced.

A special range called ‘Nature’s Treat’ was launched which comprised of seasonal fresh fruit
ice creams like Alphonso mango, Fresh strawberry, Fresh Lichi, Santra, Custard Apple etc.

Amul is all set to storm the Ice cream market with a new range of probiotic ice cream along
with sugar free flavors aimed at the health conscious population.

2. Price

Since its inception, Amul has always believed in value pricing. It offers high quality products
at affordable prices. Even in the Ice cream segment Amul Ice creams were not very highly
priced. Their family and super saver packs are cheaper than other brands like Naturals,
Kwality Wall’s etc. Dollies and stick ice creams start from Rs 5- Rs 20 , Cones Rs 20-40 and
cups Rs 20.

3. Place

Amul products can be found all over India. It has a huge distribution network and being an
FMCG product, it follows the concept of breaking the bulk. Products arew produced in bulk
and then dispatched to various outlets and distributors and retailers. It is currently the largest
food brand in India and also has operations overseas in Pakistan, Mauritius, USA, UAE, Sri
Lanka, Australia, China and South Africa.
4. Promotion

Ever since its incorporation, Amul has had one of the most unique, longest running and
widely recognizable ad campaign in the country with it advertising character ‘The Amul
Girl’. It was first created by Mr. Eustace Fernandes and uses creative puns, word plays and
sarcasm to feature current news and happening in the country and abroad.

Amul hardly indulges in hardcore advertising using billboards and hoardings as it does not
want to spend its budget on advertising. Spending on advertising would result in the products
getting more expensive and it will lose its hold on the market of delivering quality products at
affordable prices.

Except for Amul butter the promotions of all other products remains limited although
recently a few TV advertisements for Amul Ice creams have come up referring to them as
‘The Real Ice Cream’.

Conclusion

Kwality Wall’s was highly successful in reaching out to the kids and established a strong
market hold there. The ranges of ‘Cornetto’ have also become a household name. Amul took
the life out of Kwality by positioning itself as “The Real Ice cream" since Kwality is mainly
made of vegetable oils. Amul was also able to capitalise on the health conscious population
with its sugar-free and probiotic range of products, something that Kwality lost out on.