AMUL ICECREAMS

INTRODUCTION
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. (GCMMF), which today is jointly owned by some 2.6 million milk producers in Gujarat, India.

ECONOMIC FACTORS
Opportunity *Per capita consumption of ice creams in India is 250ml per annum *25%of Indian population is below poverty line *Per capita income Rs 4203p.m

THREAT *Due to recession people have changed their eating habbits *Due to inflation demand for ice creams decreased

POLITICAL FACTORS
Opportunity There has been a change in the political structure of the country from what it was in the past New laws and regulations have been passed which works in the favor of dairy companies like amul

TECHNOLOGICAL FACTORS
career
Served in official lunch/dinner of cooperates

family

entertainment

Consumed Consumed in by families entertainment parties on different occasions Consumed Youth consume ice by kids in creams cold drinks the family etc for their celebrations Causes cold& cough in children Should be served frozen and according to taste of visitors

COMPETITION FACTORS
Strength Amul is a market leader in ice creams with 38% market share 8%HLL& 7%Motherdairy
MARKET SHARE OF ICECREAMS
40 35 30 25 Series1

% SHARE 20 15 10 5 0 AMUL HLL BRANDS MOTHER DAIRY

WEAKNESS People are preferring more of a regional local brands as the remaining 47% market share is by local brands

Direct compitetion AMUL is in direct competition with mother dairy , vadilal, cream bell, HLL . INDIRECT COMPITETION AM

CONSUMER CHOICE DESION FACTOR

AMUL is preferred by large number of consumers because of its taste and quality It is easily available in the market It is available in different flavors according to taste and preference of consumers such as litchi alphanso mango, cheese with almonds ,dates with honey people also prefer amul because of its brand name and effective advertising

PRODUCT FACTORS
Amul

ice creams is one of the milk product s of amul It is available in different flavors like litchi, alfanso mango, dates with honey, including the regular chocolate vanilla strawberry

PRICE FACTORS
QUANTITY AMUL Rs 10 VADILAL Rs 12
MOTHER DAIRY Rs

100ML

10

200ML 1 litre

18 80

21 105

20 90

POSITIONING FACTORS
STRENGTH *AMUL has positioned himself as a market leader in india *AMUL is a largest food company in india *AMUL is a n

DISTRIBUTION FACTORS
*Amul is strengthen its market by 3700 wholesale dealers extending there reach to 5 lacks customers in india Amul is present in over 395 markets in the country STRENGTH Amul has a potential of growth all over the world thru its effective distribution channels WEAKNESS Larger the market more the compitators

CRM FACTORS
STRENGTH *AMUL is sponsoring a lot of shows on TV they are doing there advertising thru hoarding, news papers, and many more to make healthy customer relationship *They do after sales services by taking customer feed back WEAKNESS *Public awareness is not that good in rural areas *AMUL doesnt get a chance to provide after sales services in rural areas