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Category Management

Amul Vs Natural

Compiled by:
Aaina Mahajan(01)
Aalap Chawak(08)
Honika Pareek(27)
Mridula Goyal(20)
Mayank Shekhar(40)
Priyanka Mantri(33)
Ice-Cream Industry
Ice cream industry occupies important place in
India. It is one of the consumer goods industries its
products is important popular diet.
India is an agriculture-based country because of the
large number of cattle and large milk production
most of the dairy and ice-cream industries has
developed and India is well ranked in the world.
Ice cream industry has brought magnificent change
in the rural economy. It provides employment to the
marginal farmers.
Executive Summary
A USD 700 million
North and west account for 70% of total sales
Market High profit margins ranging between 30-50%
Increasing disposable income & changing lifestyle-Rising
Demand nature of business
Lucrative
Drivers & Rise in impulse buyers
Challenges Rising income level and increasing middle class
Strengthening distribution network

New variants introduced


Exclusive Ice-cream outlets
Trends Large investments in advertising
Premium Ice-creams and new flavors
International Brands

Competiti GCMMFs Amul brand is the market leader


Mother Diary and Hindustan Unilevers Kwality brand are
on
other strong players
The premium segment is dominated by Baskin Robbins
Naturals, Vadilal, Havmor, Gelato
Amul-The Taste of India
Established in 1946

Started out of white revolution by Dr Varghese

Formed an apex cooperative organization Gujarat Co-


operative Milk Marketing Federation (GCMMF) which
today is jointly owned by some 3.6 million milk
producers in Gujarat

Indias 4th largest FMCG company

Total net worth is USD 5 billion


Amul- Ice Creams
Asias top 10 ice cream brands

Achieved a market share of 38%

Combated competitions with Vadilal,


Kwality Walls, Mother Dairy and other
prestigious brands

Biggest sourcing base for milk.


Natural Ice-Cream
In 1984 by Raghunandan S Kamath

Fell out with brothers, opted


out of Gokuls

focus on traditionally made ice creams

Completely natural, no artificial flavours or


preservatives

Investment- Rs 3L (Settlement+ Own+ friends),


Juhu outlet
Market Share

Amul

Quality walls
28
38 Vadilal

Mother Dairy
8
Others
12 14
Ice creams - Perceptual Map

Traditional Industrial
Haagen Dazs
Expensive

Gelato
Baskin Robbins
Nirulas
Vadilal
Arun Havmor Walls
Pastonji Dinshaw
Affordable

Mother Dairy

Natural

Amul
CATEGORY ROLE
CATEGORY ROLE AMUL NATURALS

Destination Chocobar, Mango Mango, Tender


Bar, Epic ( Choc Coconut,
Almond), Orange Sitaphal
Bar, Choco Bar
Routine Vanilla, Almond, Kesar Pista,
Butter Scotch Watermelon,
Kaju Kishmish

Occasional Strawberry Guava, Pear


Convenience Kulfi, Cola Mango,
Strawberry
Robert Blattbergs Model For Naturals
Sales Rupees /
Percent

Flagship Cash Machine


Maintain
Sitaphal, Tender Watermelon
Gross and Grow
Coconut
Margi Kesar
n Pista
Perce
nt
Core Traffic Under Fire Rehab
Kaju Kishmish Alphanso, Nil
Roasted
almond
Robert Blattbergs Model For
Amul
Sales Rupees /
Percent

Flagship Cash Machine Maintain and Grow


Epic, Cremerich Tricone, Frostik Sugar Free Cones
Gross
Margi
n
Perce
nt Core Traffic Under Fire Rehab
Chocobar, Epic (Roasted Fruit Licks
Cups(Kaju Almond)
Draksh, Vanila
STRENGTHS
STRENGTHS (+)
(+)

Innovative
Innovative Culture
Culture
Traditional
Traditional Hand
Hand
made
made taste
taste
Constant
Constant Innovations
Innovations
Variety
Variety of
of Ice-creams
Ice-creams
Brand
Brand Name
Name

OPPORTUNITIES
OPPORTUNITIES (+)
(+)

Improve
Improve Distribution
Distribution
n/w
n/w and
and gain
gain Market
Market
Share
Share
Venture
Venture into
into other
other
dairy
dairy products
products
Sugar
Sugar free
free Ice
Ice
creams
creams
SWOT PUZZLE
WEAKNESSES
WEAKNESSES ()
()

Stronger
Stronger
Competition
Competition
Low
Low Brand
Brand Visibility
Visibility
Weak
Weak Online
Online
Presence
Presence

THREATS
THREATS ()
()

Loyal
Loyal Customers
Customers
Threat
Threat from
from
Major/Local
Major/Local Player
Player

SWOT PUZZLE
Store Layout OF Amul
vs Naturals
Pricing Of Amul vs
Naturals
AMUL NATURALS
Placement
Amul Natural

Real Milk, Real Ice No Artificial Flavours,


cream No Preservatives
Prolife & Sugar Free Fresh Fruit Pulp Or Dry
Probiotic Fruits
Visual
Merchandising
Amul Ice Cream

The traditional old fashioned appearance


Visually
arresting
design
Cool and
inviting
ambience

Wall branding
Blue and white
colour scheme
Natural Ice
Cream

Simplistic
design
History
board

Outdoor
seating
Inventory Management
Amul
They keep their stock in the cold storage of a year
As their ice creams are made from fruit flavours
not original fruits
Shelf Life
Ice Candies, Plain flavour(No added nut, fruit,
fruit pulp, topping etc.) - 12 Months
Nuts/ Fruits Flavour- 6 Months
Ice Cream Cake- 4 Months
Storage condition-18C or below
http://www.amul.com/products/amul-icecream-
info.php
Naturals
As Naturals ice creams are made
from original fruits and from flavours,
their shelf life is low about 2-3 days
only
They keep their stock only for 15days
http://naturalicecreams.in/corporate/i
ndex.html
Inside the store
Amul
Naturals
Recommendations
Amul should make its customer service and store
layout more attractive
Naturals should open more stores in tier-2 cities
and increase its reach
Inventory management can be done in a more
efficient way in Amul
Naturals should increase its shelf life as currently
its ice creams last only for 2-3 days
Than
k You

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