STRATEGIES TO INCREASE RETAIL PENETRATION OF AMUL ICE CREAM IN SOUTH DELHI

STRATEGIES TO INCREASE RETAIL PENETRATION OF AMUL ICE CREAM IN SOUTH DELHIPRESENTED TO:Mr. Hardeep Banga, Corporate MentorAmul An OverviewStarted in 1946 in Anand, GujaratAmul(GCMMF) is the largest cooperative business of small producers with an annual turnover of 2.15 billion US $.2.8 million milk producer member families with 13,759 village societies and 13 District Unions. 8.5 million liters of milk procured per day and Rs. 150 million disbursed in cash daily.Largest milk handling capacity in Asia.Largest Cold Chain Network.50 Sales offices, 3000 Wholesale. Distributors, 5 lakh retail outlets.Dr. Verghese Kurien, the World Food Prize and the Magsaysay Award winner, was the architect of Indias White Revolution, which helped India emerge as the largest milk producer in the world. Currently, its headed by Mr Parthi BhatolICE CREAM INDUSTRY IN INDIAThe ice cream industry in India is worth Rs. 2,000 crores.The industry can be divided into the branded market and the unbranded market. The branded market at present is 100 million liters per annum valued at Rs. 800 crores.The per capita consumption of ice cream in India is approximately 300 ml, as against the world average of 2.3 liters per annum.Vanilla, Strawberry and Chocolate together constitute approximately 60% of the market.PROJECT OBJECTIVEAchieving leadership position in general trade across South Delhi by:Increasing the sale of Amul ice creams by increasing the number of retail outlets.To know the retailers response about Amul Ice creamsAre the retailers satisfied with distributors?Does the new schemes affects the retailers?PROBLEM STATEMENTThere has been a low penetration of retail outlets of Amul Ice cream in South Delhi because of its products & competitors products. The study intended to increase the number of retail outlets in South Delhi where penetration of Amul Ice creams are low & finding out the factors that will help to increase the retail penetrationPROJECT APPROACH1st phase was silent phase, where we observed several retail outletsInformation regarding behaviour & perception of retailer are gathered.2nd Phase was Retailers Survey, it consisted of different retail shops in different locations assigned.Personal Interviews with different retailers are being in order to gather what problems they are actually facing.Questionnaires was primarily based on information gathered in previous phase. Market Size of Area Covered under Sun Rider Sales Corporation, ChattarpurType Of OutletNo. of Outlets%Convenience Store2229.33Eatery2229.33Departmental Store2432.00APO79.33Total75Market Size of Area Covered under Poonam Enterprises, Sant NagarType Of OutletNo. of Outlets%Convenience Store2036.36Eatery1629.09Departmental Store1730.91APO23.64Total55Market Share of Beats under ChattarpurBrandsNo. of brands covered%Amul3125.00Mother Dairy2721.77Kwality Walls2419.35Cream Bell3528.23Vadilal75.65Total124Market Share of Beats under Sant NagarBrandsNo. of brands covered%Amul3024.39Cream Bell2923.58Kwality Walls2520.33Mother Dairy2621.14Vadilal1310.57Total123Factors affecting the Sale of Ice CreamPrice

Poonam EnterprisesSun Rider Sales CorporationAvailability

Poonam EnterprisesSun Rider Sales Corporation

Brand Image

Poonam EnterprisesSun Rider Sales CorporationQuality

Poonam Enterprises Sun Rider Sales Corporation

Promotional Offers

Poonam Enterprises Sun Rider Sales Corporation

Advertisements

Poonam EnterprisesSun Rider Sales Corporation

Service

Poonam EnterprisesSun Rider Sales CorporationSWOT ANALYSISSTRENGTHSAmul has a wide portfolio in the pure milk based ice cream, rather than frozen dessertQuality of ice cream is excellent and it doesnt use any artificial items in making ice cream.Maximum share in take away home packs i.e. Bricks due to its lower pricing, many flavours, economical pack sizes and promotional schemes.

WEAKNESSESLagging much behind in advertisement and promotional activitiesTrade schemes and margins of some competitors like Kwality walls and Cream bell are better.Over dependability on one distributors to supply goods to all the retailorsOne of the major weakness is availability of product and services in peak seasons.

OPPURTUNITIESBy solving the replacement problem it can maximise the attention of retailers about selling the products.By increasing focus on impulse items, it can increase its market share.There is a phenomenal scope for value addition in innovations in product development, packaging & presentation.

THREATSCut throat competition in market.No flexibility in strategyCustomers are not brand loyal in ice cream industryDifferent schemes from the other players such as providing deep freezers on FOC, Security Deposits & Instalments.SUGGESTIONSAggressive marketing should be done in order to stop the growth of new companies like Cream Bell, Kwality Walls, Mother Dairy, VadilalTake an advantage of other companys outlet by convincing the retailers & provide them with extra benefits for selling Amul Ice creams.Should concentrate more on delivery service because most of the retailers are not satisfied with the delivery system.Should increase the frequent visits of Salesman in those areas where retailers were facing problem & they should arrange a team who visits areas with low sales under different distributors.Give proper training to the distributors and their salesmen.

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