Amul Final Paper
Pooja Nabar & Kalpesh Jagtap | Mannu Marketing | May 30, 2013
Market Research flaavyo & Sugarfree ice cream
We visited total 95 outlets of Amul.
Area wise visits are as follows
Grant Road, Kamathipura – 16
Lower parel, Jacob circle, Byculla – 35
Mumbai central – 9
Madanpura, Agripada – 19
Mahalaxmi – 16
Also we visited competitor’s outlets to place Flaavyo & Sugarfree ice cream.
Apart from these two new launches, some of these competitors outlets also ordered few other products from Amul icecream!
Market feedback
Overall market feedback is mixed.
Amul is indeed a number 1 brand of choice, for customers & therefore for the retailers.
Whenever we asked for any remarks, any complaints, 70% retailers said “No, there isn’t any complaint as such. There is steady demand”
BUT,
Some of the retailers had some complaints, like –
-Cones come damaged. Ice cream comes out of those, which, also makes other good cones sticky. & they had issue about the prompt replacement/ damage clearing of these faulty stock. Sometimes empty wrappers comes in a box. In a box of 20, get 1 item less, that is, only 19.
We also came across 1 complaint like “We order something else. & get delivery of something else”
-Offer on deep freezer. They want it for free like other brands. Some of them said, “its ok even if you give a small one, for free”.
-Other brands offer more margin. Mother dairy offers 23% pastonji, 40%!
-Sunrise restaurant of Grant Road said there is no demand for amul in that area
Services of wholesale distributer
-Cold room facility. (on our first day of briefing, we are showed the cold room)
-Cold storage vans, for the purpose of distributing the ice cream to the retailers
- WD takes the orders via call or through a distributer.
-Delivery of ordered stock.
-Replacement of faulty stock.
-We have schemes like on purchase of Rs. 4000 stock, retailer gets 1 party pack free, & on of Rs. 6000, 2 party packs.
Salesman Visit
Market Research flaavyo & Sugarfree ice cream
We visited total 95 outlets of Amul.
Area wise visits are as follows
Grant Road, Kamathipura – 16
Lower parel, Jacob circle, Byculla – 35
Mumbai central – 9
Madanpura, Agripada – 19
Mahalaxmi – 16
Also we visited competitor’s outlets to place Flaavyo & Sugarfree ice cream.
Apart from these two new launches, some of these competitors outlets also ordered few other products from Amul icecream!
Market feedback
Overall market feedback is mixed.
Amul is indeed a number 1 brand of choice, for customers & therefore for the retailers.
Whenever we asked for any remarks, any complaints, 70% retailers said “No, there isn’t any complaint as such. There is steady demand”
BUT,
Some of the retailers had some complaints, like –
-Cones come damaged. Ice cream comes out of those, which, also makes other good cones sticky. & they had issue about the prompt replacement/ damage clearing of these faulty stock. Sometimes empty wrappers comes in a box. In a box of 20, get 1 item less, that is, only 19.
We also came across 1 complaint like “We order something else. & get delivery of something else”
-Offer on deep freezer. They want it for free like other brands. Some of them said, “its ok even if you give a small one, for free”.
-Other brands offer more margin. Mother dairy offers 23% pastonji, 40%!
-Sunrise restaurant of Grant Road said there is no demand for amul in that area
Services of wholesale distributer
-Cold room facility. (on our first day of briefing, we are showed the cold room)
-Cold storage vans, for the purpose of distributing the ice cream to the retailers
- WD takes the orders via call or through a distributer.
-Delivery of ordered stock.
-Replacement of faulty stock.
-We have schemes like on purchase of Rs. 4000 stock, retailer gets 1 party pack free, & on of Rs. 6000, 2 party packs.
Salesman Visit