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4P Analysis Of Amul Ice Cream Vis A Vis Mother Dairy Ice Cream

INTRODUCTION

Overview on the ice cream industry

The ice cream market growth picked up after de-reservation of the sector in 1997. Of the total size of Rs 15-16bn, around 30-32% is in the hands of organized sector valued at Rs 4.9bn, rest all is with the unorganized sector. Among the major players in this industry are Amul with an estimated market share of 38% followed by Hindustan Lever, represented mainly by Kwality Walls brand, Vadilal and Mother dairy is rapidly gaining market share.

The two brands I have selected are Amul and Mother dairy ice cream.

OVERVIEW ON AMUL {ANAND MILK UNION LTD}

Amul is the largest food product business in the country. Their greatest strengths are; co-operative culture, co-operative networking, market acumen and respect for both producer and the consumer.

Amul Ice Cream was launched on 10th March, 1996 in Gujarat. The portfolio consisted of impulse products like sticks, cones, cups as well as take home packs and institutional/catering packs. Amul ice cream was launched on the platform of ‘Real Milk. Real Ice Cream’ given that it is a milk company and the wholesomeness of its products gives it a competitive advantage.
In 1997, Amul ice creams entered Mumbai followed by Chennai in 1998 and Kolkata and Delhi in 2002. Nationally it was rolled out across the country in 1999.
It has combated competition like Walls, Mother Dairy and achieved the No 1 position in the country. This position was achieved in 2001 and it has continued to remain at the top.
Today the market share of Amul ice cream is 38% share against the 9% market share of HLL, thus making it 4 times larger than its closest competitor followed by a 7% market share of mother dairy.
Not only has it grown at a phenomenal rate but has added a vast variety of flavours to its ever growing range. Currently it offers a selection of 220 products. Amul has always brought newness in its products and the same applies for ice...