AMUL ICE-CREAM

MARKETING STRATEGY
ADISH JAIN 16BSP0117
BVRN SAI KUMAR 16BSP0580
CHIRAG JAIN 16BSP0672
CHIRAG GOYAL 16BSP0677
CHIRAG PARMAR 16BSP0680
CHODAVARAPU KRISHNACHAITANYA 16BSP0684

MARKET SHARE

2001
AMUL

KWALITY WALLS

MARKET SHARE

2003
AMUL

KWALITY WALLS

ICE-CREAM INDUSTRY INCEPTION AND HISTORY

1991-1997
Small scale industry
Liberalization process just started
Development was not a key priority
Un-explored potential
Lack of competitiveness
Un-structured marketing approach
Market fragmentation
Dominated by KWALITY but with very less market share
Electricity hindered creation of Cold-Chains which in turn reduced the
development of a nation-wide brand.

1997 (An Upward Climb Hereafter)

Indian government de-reserved the ice cream industry
MNCs saw the potential and entered the market
These included brands like Movenpick, Baskin Robbins, Cream Bells,
Blue Bunny, etc.
Until 2000 the Indian Ice Cream market was dominated by domestic
brands as the international brands had very less scope to grow due to
the price competition offered by the domestic brands
With only 25% of the 1000 Crore ice cream industry, the MNCs were
forced to curtail their expectations
1997-2003: Amul and KWALITY WALLS had equal market dominance
2003-2004: Amul holds 32% of the market share while KWALITY WALLS
held a distant second with 8% market share.

MAJOR PLAYERS IN THE ICE CREAM INDUSTRY

PCC of ice cream in India was meagre 250ml per annum. Much less than countries like
Pakistan and Srilanka

Global average consumption was 2 litres.

Nothern region was dominated by the Delhi based company KWALITY

1996 GCMMF launched Amul ice creams with 14 different flavours in Gujarat and Mumbai.

KWALITY was untill then a nationwide brand

The prices of Amul were 30% lesser than KWALITY and 40-70% lesser than the other
competitors

Within a year Amul captured 35% of Gujarats share and 30% of Mumbais share

Kwality merged with Walls which was then overtaken by HLL under the brand name
KWALITY WALLS

After Amuls dominance in the market, KWALITY WALLS curbed its market into just 6 grade
A cities Mumbai, Delhi, Kolkata, Chennai, Bangalore, Hyderabad

National Dairy Development Board (NDDB) came up with Mother Dairy in Delhi, which
created a rift between Gujarat Co-operative Milk Marketing Federation (GCMMF) and NDDB

Then came along Vadilal and Arun ice creams.

DELHI

KOLKATA
MUMBAI

HYDERABAD
KWALITY WALLS

CHENNAI
BANGLORE

AMUL
VADILAL
ARUN

PRODUCT

PLACE

AMUL V/S KWALITY

THE BETTER MARKETING MIX?

PRICE

PROMOTION

PRODUCT

1997

PREMIUM SEGMENT

BUDGET SEGMENT

2003

PREMIUM
SEGMENT

BUDGET
SEGMENT

AMULS PRODUCT FOCUS:

KIDS

AV

KWALITY WALLS PRODUCT FOCUS:

KIDS & MAJORLY ADULTS

AV

PLACE

AMUL VS KWALITY WALLS?

GUJARAT

NAGPUR

AMULS DISTRIBUTION NETWORK

DELHI

KOLKATA
MUMBAI

HYDERABAD

CHENNAI
KWALITY WALLS DISTRIBUTION NETWORK
BANGLORE

PRICE

DAIRY FAT

VEGETABLE FAT

140 /KG

25 - 30 /KG

AMUL

KWALITY
WALLS

30 40 % <

PROMOTION
IN 2002 AMUL STARTED THE FLAVOUR OF THE MONTH CAMPAIGN
UMBRELLA TAGLINE: UTTERLY BUTTERLY DELICIOUS
POSITIONED ON THE HEALTH PLATFORM WITH THE PUNCH-LINE REAL
MILK, REAL ICE CREAM
THIS AD CAMPAIGN DIFFERENTIATED AMULS ICE CREAM FROM KWALITY
WALLS FROZEN DESERTS
HIGHLIGHTED THE FACT THAT IT WAS MADE FROM BETTER QUALITY FATS
AS COMPARED TO LOWER QUALITY ALTERNATIVES USED BY THE
COMPETITORS
IT PROMOTED THAT FACT THAT IS WAS COMPLETELY SWADESHI BUT YET IN
SYNC WITH THE MODERN CONSUMERS PREFERENCE

1.
2.
3.
.
.

HLL ON THE OTHER HAND ADOPTED A THREE- PRONGED STRATEGY:

COMMUNICATION
INNOVATION
ACTIVATION
INTRODUCED A NEW PUNCH LINE- HO JAYE DIL KA CONNECTION
KWALITY WALLS WANTED TO FOCUS ON THE FUN AND SHARING ASPECT
OF THE BRAND
. KWALITY WALLS INITIATED A 15CR PROMOTIONAL CAMPAIGN IN SIX

THE UTTERLY BUTTERLY GIRL IS ADDED TO THE GUINESS BOOK OF

WORLD RECORDS FOR BEING THE LONGEST RUNNING AD CAMPAIGN
EVER.

CURRENT SCENARIO?

SOME MORE MARKETING CONCEPTS?

VALUE
VALUE CIRCLE MODEL
COMPETITIVE ADVANTAGE
DIFFERENTIATION STRATEGY VS COST LEADERSHIP
PLAYERS LEADER / FOLLOWER / CHALLENGER / NICHE

THANK YOU!