MOTHER DAIRY AND AMUL ICE-CREAM SALES STRATEGY

NIHARIKA SINGH MONIKA RAWAT RITIKA BHANDARI SNEHAL SNEHA 25 23 36 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 strategy1- 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 icecream- 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 icecream 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, 10% others, 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
Cheese Ice-creams

40%
50% 30%

1st
1st 2nd

Sweets
Chocolate drinks Chocolates

50%
90% 10%

1st
1st 3rd

THANK YOU