AMUL ICE CREAM IN MODERN FORMAT STORES [MFS]

SUBMITTED BY RAHUL RAJURKAR DEEP DAVE HIMANSHU GANDER GOPAL KUMAR

KEY HIGHLIGHTS
Introduction MFS Covered Methodology used for survey Findings Suggestions Future Scope Reference

Introduction
Amul Ice Cream No. 1 Brand in INDIA But problem with penetration in MFS Project concern with study of Amul Ice cream in MFS in Mumbai Region.

MFS Covered
Region : Mumbai and Mumbai suburbs D-Mart : Thirteen Reliance Fresh : Twenty six Star Bazzar : Two

Methodology used for survey

Questionnaires : - Around 215 customers interviewed at various MFS to fill questionnaires Observation Method : - Various observations are taken on various parameters

Findings
Around 49% of customers usually consume Amul Ice Cream

 39% of people buy Ice Cream From MFS

 The customers visiting to the MFS in the age group 15 to 25 years and 35 to 50 years prefers around 50% AMUL ice cream

 Around 56 % of customers from the sample enjoy ice cream in family packs

 People usually spend up to Rs.300 (one time family spending)

90 80 70 60 50 40 30 20 10 0 75-150 150-200 200-300 ABOVE 300 B&R KWALITY AMUL

 Around 33% of people watch advertisement on TV

FINDINGS CONTINUED
Amul ice cream available but not in quantity and variety No promotion material like pop etc. visible Cleanliness of deep freezer is not maintained Soar relationship between distributor and MFSs MFSs keep only combo pack Consumer prefers tubs packaging than to bars Consumer complains of combo packs of same flavours

Suggestions
Supply of all varieties i.e. cups, cones, bars, tubs and candies If possible there should be separate debt policy for MFSs Audit of MFSs can be taken regularly to improve conditions of ice cream section Deep Freezers condition should be checked in every 6 months

Suggestions
Either give combo of different flavors or change packaging such that combo packs cant be separated More offers should be given to MFS as most of the customers visit MFSs for offers and variety AMUL Insulated Carry Bag should be made available at the MFS AMUL can distribute free paper bags with schemes as a green initiative as the MFSs have started charging for polythene bags

Reference
Philip Kotler- MARKETING MANAGEMENT 14TH EDITION PEARSONs EDUCATION, NEW DELHI www.amulicecream.in