MARKETING PLAN OF AMUL ICE-CREAM

COURSE: PRINCIPLE OF MARKETING

SUBMITTED TO: Ms Anita Laila

SUBMITTED BY:

SAAD MAZHAR QURESHI SP12-BB-0056

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Executive Summary

This report is about the marketing of the ice cream industry of Amul; an industry entering the
market with its unique and innovative marketing strategies. We discuss its goals that it has set
for its product Amul and eventually the type of culture of the organization. We also discuss the
types of marketing researches before introducing our product to the market and how they have
segmented its target market and positioned it in the minds of the consumers. Moreover, we
discuss the SWOT analysis in which we highlight the strengths, weaknesses, opportunities, and
threats the organization is facing since its product is launched. We further enlighten the
marketing strategies employed at different stages of the product life cycle which promote the
product and make consumers aware of it.

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Table of Contents

Contents Page #

1. Executive Summary 2

2. Company Products and Services 4

3. Market Overview 4

4. Environment 5

5. Competition Review 5

6. Distribution Review 5

7. SWOT Analysis 6

8. Value Proposition 6

9. Marketing Strategy 7

10. Marketing Mix 8

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Company Products and Services

The product line of our product is fresh milk and real Ice Cream as we are offering the best
quality product made of fresh milk and milk fats without any vegetable oil (frozen
dessert),through which we provide tasty and creamy ice cream to our consumers. It is not very
much expensive; every class of person can buy it. The company is newly launched in Pakistan,
and it has no products as such and this product will be the inception of the company in this
country.

Market Overview

Our product is better than others which are currently offered by the competitors because we provide pure
dairy ice creams from fresh milk to the consumers. The customer always requires more satisfaction and
best quality products and we are providing it.

Very soon, we will launch more products and customers will shift to our products, which will probably
satisfy the needs of the customer for a longer period of time.

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Environment

Competition Review

1. Wall's
2. Omore
3. Igloo

Distribution Review

Firstly, we will distribute our products in the capital cities of the country and the price will be
moderate so that every class of person can buy it easily from any tuck shop or general store.
After earning some profit we will distribute our products to ice cream parlors and parties.

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 Swot Analysis

Strengths and Weaknesses

Financially strong and good image in the mind of customer.

There is no variation in taste.

Opportunities and Threats

Opportunities

Lack of focus due to multiple brands.

Can reach out to different segments which have remained untouched.
Amul must concentrate on heavy promotional advertising in order to maintain its market
share. More enthusiastic efforts need to be carried out.

Threats

Competition from existing players.

Instability of Pakistan's political system.
Huge investments on advertisement by other brands.

Objectives and Issues:

To capture the large share of market.

To provide maximum customer satisfaction.
Continue product modification and improvement effort to increase customer benefit and reduce
cost.
Expand production capacity in advance of increasing demand to avoid stakeout.
To meet the highest international standards of quality.

Value and Proposition

We will offer the customer what they need the most now days that is providing best quality ice cream full
of nutrition, fun and customer satisfaction and best quality backed by a large variety.

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Marketing Strategy:

Amul Ice cream adopted customers oriented Marketing strategies to attract customers as much
as it can. It follows differentiation strategy such as strategy emphasizes a product that is unique
in the industry provides distinct advantage to the consumers.
One the prominent Marketing strategy of Amul's is focusing on all classes of customers.

Marketing Mix

Product

Product Variety: A wide range of dairy ice creams and frozen desserts
Quality: Premium ice cream rich in calcium which is fresh every time
Design: Includes ice pop, choc bar, dairy ice cream and pop sickle.
Features: Made from fresh milk and cream and high in nutrition
Packaging: High quality and eye catching packaging. Packaging color ranges from red, blue,
yellow, orange and green. Packaging is colourful in order to attract children.
Sizes: Sizes include 1ltr, 2ltr, and half litre for dairy ice cream. Choc bars & soft serve
icecream are of different sizes as well
Service: Satisfying the dessert needs of the population in the best possible manner and
delivering quality every time to the consumer
Warranty: None what so ever.
Returns: Only in the case when ice cream is expired.

Price

List Price: Price varies for different ice creams. Depending upon
Cups = 20rs
Cones= 30rs
Ice Pop: 10rs
Soft serve ice cream= Rs 10
1Ltr ice cream Tub= Rs 1
2ltr ice cream Tub = Rs 27

The price of its competitor (Walls) is more or less the same and price of liter ice creams is less
than Walls which is a great strategy
Omore offers a 16% margin to retail traders and shop keepers which is slightly lower than Walls,
who offer a margin of 20% to shop keepers. They are new in the market and do not have the same
relationship with retailers as Walls.

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Place

Channels: Sells directly to the end user through retailers and shopkeepers. This is the trend in
Pakistan.
Coverage: Amul ice cream for the time being is only available in India and not available in
Pakistan. Now the company started off its operation in Pakistan.
Transport: Ice creams are transported to retailers and shop keepers through private
transportation firms.
Locations: Available at large/medium sized and small bakeries, grocery stores and pharmacies in
major cities of Pakistan.
Sell their products directly to consumers using cycles and their own personnel. This strategy has
been in practice for many years and is being used by Walls and Omore too.

Promotion

Advertising: Vehicle Advertising, Outdoor billboards, Point of Sale Displays and Ads on
televisions. Advertisements are mostly colorful reminiscent to their ice cream packaging
Message: Linked ice cream with joy and happiness so their tagline/slogan is Art of Happiness.
Linked with consumers and got reviews of different ice creams using various mediums social
communities e.g. Facebook and Orkut.