Professional Documents
Culture Documents
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
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
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
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