Summer Internship Presentation on

“A STUDY ON DISTRIBUTION
OF ICE-CREAMS AND FROZEN
SNACKS IN SILIGURI”
PREPARED BY :
ABHIK MONDAL,
ROLL NO. M1701,
Internship Evaluation I AMUL I Ashutosh Pradhan I Inder Singh I Marketing
20/08/2018
R.G.I.P.T.
1
 The Indian Dairy Industry Scenario
 India – Largest producer and Consumer of Dairy
since the year 1997.
 Distribution : Co-operattives and Private dairies –
20%, Unorganized Market – 34%, Consumed
Locally – 46%.
 Indian dairy market amongst the largest and
fastest dairy markets in the world.
 Average milk yield per milch cattle per lactation
period = 987 kg.
 Problems like shortage of fodder, poor
quality of feed, poor transportation
facilities and lack of appropriate cold chain
infrastructure persists.
Source: Foodprocessingindia.co.in/dairy-sector  Most of the farmers keep 2-3 dairy animals
and sell milk locally.

Internship Evaluation I AMUL I Ashutosh Pradhan I Inder Singh I Marketing 20/08/2018 2

 Organised Dairy Co-operatives and Amul
 Dairy farming in India is now evolving from
just an agrarian way of life to a
professionally managed industry.
 60 percent of milk produced is consumed in
the liquid form.
 The ministry has sanctioned 20 Gokul-grams
during the last four years under Rashtriya
Gokul Mission.
 the per capita availability of milk in India is
337 gram/day
 The government has recently launched 'Dairy
Processing and Infrastructure Development
Fund (DIDF)' with a total outlay of Rs 10,881
crore.
A rotary milking parlor at a modern dairy facility in
 AMUL is the largest milk co-operative and was
Germany. Source : Gunnar Richter Namenlos.net
the first organized dairy in India.

Internship Evaluation I AMUL I Ashutosh Pradhan I Inder Singh I Marketing 20/08/2018 3

 Ice-cream and Frozen-Snacks Market in India
 Globally, ice cream is the most popular frozen
dessert.
 India has a low per capita ice cream
consumption of ice cream at 400 ml.
 Slow growth of the smaller players is
due to the high perishability of ice
cream products.
 India is the fastest growing ice-cream
consumption market in the world
followed by Vietnam and Indonesia.
 Frozen Snacks industry in India at present
recording healthy growth rate of 15-20%.

Internship Evaluation I AMUL I Ashutosh Pradhan I Inder Singh I Marketing 20/08/2018 4

 The Internship project at AMUL
 Find out the market penetration
of AMUL ice-creams and frozen
snacks in Siliguri.
 Ask set of questions through
survey questionnaire prepared by
mentors.
 Daily survey of atleast 30 shops.
 Survey throughout Siliguri for the
project.
 Report daily activities, tactics of
AMUL and Competitors.
Source: https://www.justdial.com/Siliguri/Amul-
Parlour-Anima-Shop-Near-Jewel-Club-Ashram-Para

Internship Evaluation I AMUL I Ashutosh Pradhan I Inder Singh I Marketing 20/08/2018 5

 Marketing objectives
 Present daily reports through WhatsApp on the beat areas, shops covered along
with the number of AMUL and Competitors’ outlets coverage, competitor
activities and summary of the day.
 Forward mobile numbers of my mentors to any shop which is interested to open
an AMUL outlet or switch from other brands to Amul.
 Try to find if any friction exists between the Retailers and the Distributors and if
so, try to find the reason behind it.
 Keep a keen watch on how the competitors may try to lower market share of
AMUL using various tactics.
 Prepare monthly and final reports through Excel so that the market trends can be
analysed.

Internship Evaluation I AMUL I Ashutosh Pradhan I Inder Singh I Marketing 20/08/2018 6

 Analysis of Excel reports-1
Number of Ice-cream shop visits:  Total ice-cream shops visited –
274.
 Siliguri dominated by KW brand
outlets (117) followed by AMUL
(73) and Creambell (20).
 Siliguri retailers prefer KW (a
HUL brand) as the company gives
self-owned fridges at subsidized
rates and also gives gifts, freebies
and sales bonus unlike AMUL.

Internship Evaluation I AMUL I Ashutosh Pradhan I Inder Singh I Marketing 20/08/2018 7

 Analysis of Excel reports - 2
Sales of Amul vs. KW across various Beat Areas : Findings
450000
Sales of Amul vs. KW across Beat Areas
 Visited AMUL outlets have total
400000
monthly sales of RS. 15.09 lakh
350000 while KW outlets have monthly
300000 sales of Rs. 19.53 lakhs.
Out of 22 Beat areas surveyed,
250000

200000

150000
only 6 dominated by AMUL.
100000  The average sales per AMUL
50000
shop (Rs.20,678) is greater
0
than a KW shop (Rs.16,697) by
24%.
Saies of Amul Sales of KW

Internship Evaluation I AMUL I Ashutosh Pradhan I Inder Singh I Marketing 20/08/2018 8

 Analysis of Excel reports - 3
Amul vs. KW sales by shop types Findings :

1000000
Amul vs. Kwality Walls
 Except the A.P.O.’s and Pan
900000 Shops, KW leads the ice-
800000

700000
cream sales in the rest 14
600000

500000
shop types.
400000
 Amul has no provision for
keeping deep fridges at 6
300000

200000

100000

0
types of shops.
 Amul can increase its
revenues by focusing on
Sales of Amul Sales of KW these type of shops also.
Internship Evaluation I AMUL I Ashutosh Pradhan I Inder Singh I Marketing 20/08/2018 9
 Analysis of Excel Reports - 4
Amul vs. KW sales by area types Findings:
Amul vs. KW according to area types
 The malls and shopping
1714500 complexes visited did not
1364500
house any AMUL deep fridge.
 AMUL ice-cream sales more
than KW ice-cream sales in
upcountry areas.
240000  Amul needs to promote itself
145000

aggressively across the main

80000 110000
50000 49000
0 0

town areas.
Mall Shopping Complex Town Upcountry Variable

Sales of Amul Sales of KW

Internship Evaluation I AMUL I Ashutosh Pradhan I Inder Singh I Marketing 20/08/2018 10

 Analysis of Excel reports - 5
Analysis of different ice-cream Sales
2500000

2000000

1500000

1000000

500000

0
Amul CB KW M.D. Vadilal

Sum of Cup Sum of Impulse Sum of Tricones Sum of Family Packs Sum of Institutional Packs Sum of Bulk Packs Sum of Frozen Snacks Total Sales

Internship Evaluation I AMUL I Ashutosh Pradhan I Inder Singh I Marketing 20/08/2018 11

 Analysis of Excel Reports - 6
Total frozen snacks shops visted Findings :
 Total frozen snacks outlets
surveyed = 37.
 All 6 brands except AMUL
have combination of
vegetarian as well as non-
vegetarian snacks.
 McCain and Godrej
Yummies were launched
earlier than AMUL and
hence have higher
penetration.

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 Conclusion
 AMUL has a total monthly sales of around Rs. 75 lakhs in
Siliguri. KW may have total sales exceeding Rs. 1 crore, given
its reach and penetration.
 AMUL needs to promote itself aggressively in the ice-cream
segment to counter KW in Siliguri, just as it does in the
national level.
 AMUL ice-creams started its penetration in Siliguri later than
KW but has to improvise on its processes to beat KW.
 AMUL should keep an eye on other competitors to see that
they do not pose significant threat to it in the near future,
especially the local brands and Vadilal.

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 Thank You

Any Questions?

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