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Hubli Market Share: Amul Ice Cream Analysis

This study analyzed the market share of branded ice cream companies in Hubli, India, with a focus on Amul Ice Cream. The key findings were: 1) Amul Ice Cream held 12% of the Hubli ice cream market share, second only to Aditya which held 28%. 2) Most retailers were aware of Amul's sugar free and probiotic ice cream products but felt the company could improve distribution networks and provide better credit terms and services to retailers. 3) Recommendations to Amul included focusing on faster deliveries, providing credit to retailers, opening more exclusive parlors, increasing retailer margins, and improving marketing and service support to retailers.

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8 views17 pages

Hubli Market Share: Amul Ice Cream Analysis

This study analyzed the market share of branded ice cream companies in Hubli, India, with a focus on Amul Ice Cream. The key findings were: 1) Amul Ice Cream held 12% of the Hubli ice cream market share, second only to Aditya which held 28%. 2) Most retailers were aware of Amul's sugar free and probiotic ice cream products but felt the company could improve distribution networks and provide better credit terms and services to retailers. 3) Recommendations to Amul included focusing on faster deliveries, providing credit to retailers, opening more exclusive parlors, increasing retailer margins, and improving marketing and service support to retailers.

Uploaded by

sharathmalode
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd

“A study on Market share analysis of Branded Ice

cream in Hubli, with reference to


AMUL ICE CREAM”

undertaken at

Gujarat Co-operative Milk Marketing Federation


COMPANY PROFILE
Gujarat Cooperative Milk Marketing Federation (GCMMF)

 Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest


food products marketing organization
 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)
 In the year 1946 the first milk union was established. This union was
started with 250 liters of milk per day
 The brand name Amul means “AMULYA”. This word derived form the
Sanskrit word “AMULYA” which means “PRICELESS”
 Today Amul is a symbol of many things like of the high-quality products
sold at reasonable prices
AMUL ICE CREAM HISTORY
• Amul Ice Cream was launched on 10th March, 1996 in Gujarat
• Amul ice cream was launched on the platform of ‘Real Milk. Real Ice
Cream’
• In 1997, Amul ice creams entered Mumbai followed by Chennai in 1998
• Kolkata and Delhi in 2002
• Nationally it was rolled out across the country in 1999
• In January 2007, Amul introduced SUGAR FREE & Prolife Probiotic
Wellness Ice Cream, which was a first in India
Objectives of the Project

 To know the market share of different players in


Ice cream sales in Hubli.
 To know both seasonal and unseasonal sales
trend
 To know about the retailers perceptions towards
the Quality, Margin, payment terms and Services
provided by the wholesaler to the retailers
 To know the retailers awareness of the Sugar free
and Prolife Ice-creams
 To know the performance of ice creams to
different segment with different flavors
ANALYSIS AND INTERPRETATIONS
•The market share of the different players in Hubli city are as follows

Ice cream brand Total Percentage


sales(season+unsea
son)
Arun 1,30,500 3%
Amul 4,68,600 12%
Aditya 11,25,950 28%
Dairy Day 4,06,000 10%
Dinshaws 1,47,000 4%
Hangyo 10,43,500 26%
Jamai 59,200 2%
Vadilal 2,73,500 7%
Others 3,38,700 8%
Total 39,92,950 100%
Awareness About Amul Pro-Life and Sugar Free Ice
cream
Suggestions/ Recommendations

 Company should concentrate on proper


distribution network and should try to
reduce the delivery time through logistics
 Company should provide credit facility to the
retailer and make available product in each
and every shop in this region
 As per the observation there are only two
exclusive Amul parlors in Hubli city hence
utilizing the same opportunity in public
locations will be beneficial
Contd…….
 The margin should be increased to the retailers
because it is easy to penetrate the Amul Ice cream
in the market
 The marketing team of the Company should visit
the every Amul retail outlets to know about the
Retailers as it will influence to the good relationship
between the company and retailers
 The service should be improved, most of the
retailers of withdraw their business with Amul for
the reason of improper service by the distributor
THANK YOU…….

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