Aakash

Abhay

Arjun

Ayash

Jayesh

Pravas

Mujtaba

Monalisa

ICE-CREAM Harshankit

Jagmohan

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BACKGROUND

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3
OCEAN

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 STRENGTH

Brand image of Amul is very successful.

Amul is having 39% market share in ice cream
industry.
Product quality is very good.
Product range is high.
GCMMF is India’s largest food product
marketing organization.

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 WEAKNESS

Organization was lacking relationship with

its retailers and wholesalers.
Poor Distribution System .
No credit policy or advance payment
policy.
Low replacement rate.
Communication gap in management .

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 OPPORTUNITY

Market Share of ice cream is increasing day by day.

Increase in no. of malls have increased the buying

frequency of ice creams.

Increase in wallet size of consumers.

High demand for Amul in the Mumbai market.

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 THREATS

 High level of competition from the

competitors.
 Competitors offerings are better offer.
 Customers are not getting supply on demand
and the competitors were enjoying the gap
 Good distribution and Supply service were
provided by the competitors
 Fiscal & Political issues.
 Rising Inflation.
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 SYMPTOMS

 Retailers were switching to other ice-cream brands.

 Customers were not getting the ice-creams when demanded.

 Salesmen were skipping shops while taking orders.

 Macro Economic Stability.

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 PROBABLE CAUSATIVE FACTORS

Shortage of production in peak

seasons (Summers).
Advance payment.
Replacement was 0.05% against
other competitors who gave 0.5%.
No incentive and Bonus to the
salesman.
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 PROBLEM FACED BY RETAILERS.

Irregular Supply

Replacement problem

Current price chart list problem

Deep freezer Problem

Distributers where not supplying on emergency

orders.

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GORDON E MIRACLE

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 OBJECTIVES

Price
Pro
U CT mo
OD tio
PR n

Physical Distribution
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 CONSTRAINTS

 Traditional Company

 No Credit System.

 Communication gap in the distribution system.

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 CORE CONCENTRATION

 Increased visit frequency by the salesmen.

 Planned delivery schedule vs actual delivery shedule.

 Incentives to salesperson.

 Effective management of information flow.

 Solving the production problem.

 Retailer’s Gain.

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 COST BENEFIT ANALYSIS

Target sales Sales-man Distributor Company

cost benefit cost benefit cost benefit

70,001 & above effort 50 50 800* nothing Extra revenue

90,001 & above effort 150 150 1600* nothing Extra revenue

1,00,001 & above effort 500 500 2000* nothing Extra revenue

(figures in rupees) & (per day salesman target is Rs.50,000 in peak season
assumed)
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 CBA CONT…

*Increase sales 20,000*4% =800

* Increase sales 40,000*4% =1600
* Increase sales 50,000*4% =2000
Additional benefit to sales-man : If they
perform consistant 3 days extra sales they
will get 2 bottels of beer at weekend..

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 strategic objectives

Develop roles & responsibilities for each functional

area (distributors, the retailers and also to their own
sales people)
Identify internal & external trends likely to affect the firm &
its performance over time.(inflation, fluctuation in prices of
raw materials )

For each area develop targets By the sales manager

from available data

Feed back from the retailers by

the sales man each alternate
week

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CYBERSTORE LINKS

http://www.amul.com/cyberstore.php

http://www.amul.com/icecream/order.html

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 RECOMMENDATION…

 According to percentage growth in sales of every product line of

Amul ice-cream, company should have to increase the production
or Amul have to outsource ice-cream from Mother dairy in
Shortage of ice-cream in peak season. (Amul & mother dairy
outsorce some products from each other & market them as their
brands)
 
 The distributor to give incentives to their sales-man according to
there sales. It also helps to improve the behavior of sales-man to
the retailers.
 
 The replacement margin of just 0.05% to 0.5% as given by the
other companies like Kwality or Havmor.
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 CONT…

 Deep Freezer responsibilities will be taken by the concerned

sales officers.

 Sales Forecasting, trend analysis should be done.

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THANK YOU…

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