MOTHER DAIRY

AND
AMUL ICE-CREAM
SALES STRATEGY

NIHARIKA SINGH 25
MONIKA RAWAT 23
RITIKA BHANDARI 36
SNEHAL SNEHA 48
INTRODUCTION TO SALES STRATEGY
• It is the strategy through which we can increase
our sales.

• The strategies should be able to attract the

consumers.

• They must gain the willing obedience of others

and convince complete strangers to follow their
advice.
• The Sales Strategy Index
is an objective analysis of
an individual's
understanding of the
strategies required to sell
successfully in any sales
environment.
• Although dealing with the
issue of whether a person
can or cannot sell is an
essential component.
TYPES OF SALES STRATEGY
There are 2 types of sales strategy-
1- Direct :- A direct sales strategy is the sales
technique used most of the time. It is the frontal
assault on the enemy's position . A direct sales
strategy is a hard way to sell, unless your have
clear superiority over your competition.
2- Indirect :- An indirect sales strategy is a less
used, but more sophisticated sales technique. To
use an indirect sales strategy means to change
the rules of the sales evaluation process.
 STRATEGIES
Strategy 1. Think big and audit your time- No matter
the size of your business, place a mental image in your mind that you are
asset to your company and spend more time with more important tasks such
as marketing strategies, improving customer relations, and implementing
new strategies to expand your services.
Strategy 2. Build relationships with your
customers- For each month that goes by, customers
lose 10% of their buying power. Create a customer database and contact
them on a regular basis. Mail them a postcard, birthday card, sales flyer,
newsletter etc. to keep your name, phone number, and service on their
mind.
Strategy 3. Collect E-Mail Addresses- Get permission
from your customers to use their E-mail address. Periodically send
updates and notices to your client list. As long as you have their
permission and avoid overuse, E-mail can be a powerful and
inexpensive marketing tool.
AMUL ICE-CREAM
INTRODUCTION
ABOUT
AMUL
• 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.
• Market Share- Today the market share of
amul ice-cream is 38% against the 9% market
share of HLL.
• Real milk, real ice-cream- The amul
launched there ice-cream on the platform of real
milk, real ice- cream.
• IN 1999, Nationally it was rolled out
across the country- It has high competition
like kwality walls, mother dairy and then also
achieved no.1 position in the country.
• IN 2007, introduced sugar free ice-
cream- This range of sugar free, low fat delight
ice-cream is created for the health concious.
REASONS OF SUCCESS
• Robust supply chain.

• Low cost strategy.

• Diverse product mix.

• Strong distribution channel.

• The brand value of Amul.

Amul Prolife Probiotic Wellness Ice- Cream
• AMUL is all set to storm the Ice cream market
with a new range of probiotic ice cream aimed at
the total health conscious.
• Proboitic means “ for life”.
• The products are:
# Amul ProLife (Probiotic Wellness Ice
cream)
#Amul Sugar Free (Probiotic Diabetic
Deight)
• Amul Probiotic wellness ice cream :
# Improves immunity
# Improves digestion
# Prevent gut infection

• Amul Pro-Biotic Ice-cream Gets No. 1 Award At

World dairy summit.
MOTHER DAIRY ICE-CREAM
INRTODUCTION ABOUT MOTHER
DAIRY
• It began on 4th December 1994 under the Operation
Flood program of the National Dairy Development
Board.

• It began with the supply of 40 liter milk that day and

rest is history.

• In Delhi alone 50-55 lakh liters of milk is

consumeddaily. Mother Dairy supplies around 20 lakh
liters per day

• In 1996 mother dairy came up with the ice cream.

.
• At present it is contributing 68% of total n ice-
cream in NCR.

• To stay ahead in the competition the used the

strategy of product differentiation and used
variety in product.
• In ice-cream business , major competitors are
amul, kwality walls, cream bell..
AMUL VS MOTHER DAIRY
 MARKET SHARE

mother dairy, others,

10% 10%

KWALITY
WALLS, 35%
VADILAL,
15%

AMUL, 30%
• Among the major players in this industry AMUL
has a market share of around 40%,.Hindustan
Unilever Ltd with an estimated market share of
25% represented mainly by Kwality Walls brand.
Vadilal is the player in the national market with
20% of the market and mother dairy market
share is around 10% , lastly other brands
contribute around 10%.
 Product Portfolio of Amul
CATEGORY MARKET SHARE MARKET POSITION

Butter 85% 1st

Milk Powder 40% 1st

Cheese 50% 1st

Ice-creams 30% 2nd

Sweets 50% 1st

Chocolate drinks 90% 1st

Chocolates 10% 3rd

THANK YOU