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AMUL ICE CREAM VS HULCASE STUDY
CASE
HUL ICE CREAMS By acquisitions ( kwality Delhi base milk food, Dollops
from cadbury )Amul (GCMMF) Amul Ice Cream was launched on 10th
March, 1996 in Gujarat
CASE
• AMULFrostik- 15Tricone 15*Tricone 10 growth rate 50%
• HUL (Kwality walls)Feast-20Cornet 25
strength
• AMUL• One of the largest Dairy • Large distribution
network • No.1 ice cream brand in
the country. It is now the only national brand and all other ice cream brands are regional.
• Highly diverse product mix
• HUL (KWALITY WALLS)• largest ice-cream
company selling in more than 80 countries mainly under the brand name Walls.
• superior quality product under its international brands
• AMUL• Amul sell its ice cream
with its own name• Decentralized
manufacturing facilities • Growing market• Real value for money
bye selling at low price 25-30% less
• HUL• Brand loyalty among
the general consume• Targeted to six main
metro cities and acquire large business there
Weakness
• AMUL• Short self life of product• Risks of highly complex
supply chain• Alliance with third
parties
• HLL• 15-20 % Higher price then
amul vadilal, mother dairy • Focused only on urban
market mainly on six metro cities untapped rural market
• Lack of proper marketing network
Opportunity
Big distribution chain Big known company nameBig chain of Amul parlors
• Kwality run in shade of hul (FMCG) giant
AMUL HUL
Threats
• AMUL
• Short supply of dairy products
• Day by day increasing price of milk and its products
• Maintenance of Efficient cold chain
• HUL• ….• …• …• Cut throat competition
A number of hard core competitors are present in the market(like Amul Metro, Verka , Nestle, Motherdairy,etc)
Threats
• AMUL • HUL• Amul has penetrated
the rural market aggressively.
Innovations (AMUL)
• Online order facility home delivery• In January 2007, Amul introduced SUGAR
FREE & ProLife Probiotic Wellness Ice Cream, which was a first in India.
• Amul parlors Amul has 5000 preferred outlets
Innovations (AMUL)
Amul sponsored a whole television show name Master chef on star plus
*it’s a cookery competition all the contestant have to take all
food material form amul store
Innovations(AMUL)
Buy one get one free
Range of Amul ice crems
Range of Amul ice crems
Amul ice cream for health conscious persons
Innovations (HUL)
Kwality launched Swirl’s Parlors in India in 2004, and currently has 51 Swirl’s Parlors.
Kwality market its ice cream With this slogan
“love in every bite”"Connector of Hearts" "ho Jaye Dil Ka Connection" “Spark your love with kwality walls”
• overcoming the price barrier HUL create products such as Cornetto Choco Fudge sold at Rs 15
• products specifically targeted at kids such as Bikimax and Choco Vanilla sold at Rs 5.
• They Also have their Home range priced at Rs 99.
What should hul done
• HUL's market share in Rs 1,200 cr ice-cream market is 9 per cent compared with 37 per cent for Amul
• increase in the number of outlets would play a key role in the sales.
• Should explore semi urban or small towns• Also launch low price ice cream and frozen
deserts
• For parties marriages birth day like functions special schemes or services can be provide like baskin robbins doing
• Target event like common wealth and world cup and for them special verity of ice cream can also be launch
• Explore Sugar free , probiotic , low fat ice cream market
• Sponsor or organize some of kids and mother health related programme or camps
• Open ice cream parlor in school and universities campus
• Ice-cream sales are purely determined by the availability of refrigerators. We can help shops in rural areas to procure refrigerators through self-financing schemes. Like amul did
• Idea of Super premium ice cream shows status symbol that allows the purchaser to feel good about what he/she has accomplished in life.
• Concept of Brand loyalty- made substantial effort to gain a develop
favorable reputation & image with buyers through frequent promotional campaigns i.e. free cone Days donation to social causes & the use of eco friendly products.
ANUJ KHANDELWALSATISH SAINI