Comparative Study of Marketing Strategies Between AMUL & BaskinRobbins. MABD

Title:

Comparative study of Marketing Strategies between AMUL & BaskinRobbins.

Subject:

MABD

Level/Semester:

M.B.A-I

Programme:

M.B.A.

Subject tutor:

Prof: SURENDRA

Name of the Students:

V.G. ARUN PRAKASH & ASIF YOUSAF

Date of Submission:

December, 1, 2009

Word count:

2180ds

Word Limit:

2000 WORDS

1

TABLE OF CONTENT DESCRIPTION

Pg:No

Cover page

:

1

Table of Content

:

2

Introduction, Brand profile and Product profile

:

3,4

Market segmentation of Amul

:

4,5,6

Mnc brand and Product profile and Segmentation

:

6,7

Marketing Mix of the selected 2 brands

:

7,8

Other visible elements of marketing

:

8,9,10

Conclusion

:

10

Reference

:

11

2

INTRODUCTION MARKETING: The chartered institute of marketing defines marketing as the “The management process responsible for identifying, anticipating and satisfying customer requirement profitably.” The AMA managerial definition: “Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.”

INDUSTRY PROFILE:

- Dairy is a place where handling of milk and milk products is done. Dairy technology is the branch of dairy science which deals with processing of milk and manufacturing of their products on a large scale basis. Now INDIA is one of the largest producers of milk and value-added milk products in the world. During 1997-98, with the help of co-operatives many part of the state had 60 milk processing plant with the capacity of processing 5.8 million liters per day. Also compared to other countries like U.S and Japan, India takes the pleasure of producing milk at lower cost. BRAND PROFILE:

- It was registered on December 14, 1946. It is the brand name for 2 million farmers. Amul means “priceless”. It was derived from the Sanskrit word called “Ammolya”. It is managed by Gujarat co-operative milk marketing federation Ltd. (GCMMF). Amul’s product range includes Amul butter, Amul milk powder, Amul ghee, Amul spray, Amul cheese, Amul chocolates, Amul shrikhand, Amul ice cream, Nutramul, Amul milk and amulya. Its turnover is Rs. 67.11 billion in 2008-2009. Many 3

products of Amul are also available in USA, Gulf Countries and Singapore. Their future plan, appropriately titled “Mission 2020”, envisages that the dairy cooperative of Gujarat will have a group turnover of Rs. 27000 crores by the year 2020. Amul is an “Umbrella brand” means common brand for most product categories. Now Amul is directly entering in to retail through “Amul utterly Delicious” parlours in the cities like Ahmedabad, Bangalore, Delhi, Mumbai, Hyderabad and Surat. It has planned to let out franchisee to manage those large chains of parlours throughout the country. Facts about GCMMF: Members: No. of producer members: No. of village Societies: Total milk handling capacity: Milk collection (Total 2008-2009) Milk collection (Daily average 20082009) Milk drying capacity Cattle feed manufacturing capacity: Sales turnover (2008-2009)

13 district cooperative milk producers' Union 2.79 millions 13328 11.22 million liters per day 3.05 billion liters 8.4 million liters 626 Mts, per day 3500 Mts per day 67113 rs. In million (or) 1504 us$ in million

PRODUCT PROFILE:

- Amul ice cream was first launched on 10th march 1996 in Gujarat. In ice cream it has different products like sticks, cones, cups as well as take home packs and institutional/catering packs. Amul ice cream entered Mumbai in 1997 followed by Chennai in 1998 and Kolkata and Delhi in 2002. Nationally it was rolled out across the country in 1999. Amul ice cream achieved No 1 position in the country after combated competition like Walls, Mother dairy and Arun ice cream. Today Amul’s market share is 38% share against the 9% market share of HLL, Which is more than four times compared to its closest competitors. Amul ice cream currently offers 220 varieties of products. Amul ice cream has seven manufacturing units in India. Amul pro-biotic ice cream won one of the world’s prestigious awards – The international Dairy Federation Marketing Award (2007) for Amul Pro-biotic ice cream launch. MARKET SEGMENTATION OF AMUL: Demographic factor: Demographic variables of Amul target market are mostly age and income based. Amul have created many sorts of ice cream to cater all age groups. It has 4

pro-biotic sugar free ice cream which is aimed to hit diabetic customer and the people aged than 45. If we consider the income segmentation, Amul is targeting upper, middle and lower middle income group and also lower group people by selling ice creams in stick at low cost. Age

Under 6 years, 6-11, 12-19, 20-34, 35-49, 50-60, 60+

Family size

Young, single: young, married, no children: young, married, Youngest child under 6: Young, married, youngest child under 6 Or over: older, married, with children: older, married, no children under 18: older, single: other

Gender

Male, female

Income

Low (up to 40,000 p.a), lower middle (Rs.40,001 – 80,000 p.a), middle (Rs.80,001 – 1, 20,000 p.a), upper middle (Rs.1,20,001 – 1,60,000 p.a) and high (above Rs. 1,60,000)

Occupation

Unskilled worker, skilled worker, petty traders, shop owners, businessman/industrialist, self employed (professional, clerical/salesperson, supervisory level, officers/junior executives, middle/senior executives.

Education

Illiterate, school up to 4 years, school between 5 and 9 years, ssc/hsc, nongraduate, graduate/postgraduate (general), graduate/postgraduate (professional)

Socio-Economic Classification (SEC) of Amul Ice cream is as follows: Occupation

Education Illitera te

School