Amul Ice-Cream: Sales and Promotional Strategy

Goal: “To make, distribute and sell the finest quality all natural ice cream and use natural ingredients to promoting business practices that respect the earth and

Currently servicing Australian and New Zealand ice cream confectionary markets, it has identified growth opportunities for the brand in the Japanese market. By focusing on key company competencies and applying those to the Japanese market should yield profitable results.

The Ontario Dairy Herd Improvement Corporation, run by general manager John Meek, aims to improve the efficiency and profitability of dairy farming through an accurate, rapid, and cost effective milk testing service. Milk testing is an essential herd management component for all dairy processors as it measures the amount, quality and contents of the dairy products. Supply management agencies limit milk production; thus, profit is maximized through acquiring premiums from quality dairy with high levels of protein and butter fat as opposed to mass production and distribution. The dairy herd is the largest source of revenue for farmers, data from milk testing helps maximize milk production as farmers

In this case, Ice-Fili hold this competitive advantage since the company mainly use natural ingredients and do not use any preservatives or colorants (“Lakomka”). At the time of the case Ice-Fili’s ice cream are seen as a quality product which fit with the traditional recipe. At the opposite, Nestlé adds preservatives which distort the taste, but by using these ingredients, it decreases the total costs.

The target respondent of Sanitarium is customers who did purchase so good coconut milk in the last 12 month. As the objective for this research is aiming to gain an understanding of who is buying their so good coconut milk, how they are using, how they view so good coconut milk and if they use other sanitarium products. And other group of target respondent would be sales people who work in the market for Sanitarium products, because their feedback is also important to achieve the research objectives.

In the first place we have to see in general why people buy ice creams, and what value it has to them this type of product and then we have to analyze the different types of markets because the reasons will change accordingly with the type of (children or adults, for example) and product (premium or not, for example). So basically the answer to this question is that the reason why consumers buy an ice cream depend of some variable factors that I will try to explain here. Consumers just buy a product because of the value it has to them, because it satisfy a need they had and possibly they didn´t know. In the case of Ice creams, in general people buy the normal type of ice cream because of the flavor, the ice cream is competing with other

An interior project called Gelatoria is being developed. To make this successful, it is important to become familiar with the industry not just by knowing the components and ingredients of product but also through familiarity with other factors correlated with the success and survivability in the market. The typical gelato shops in Italy are characterized by its unique atmosphere imitating the European lifestyle. Its homemade frozen desserts are the center of attraction not only for adults but for all consumers of all ages. Gelato is indeed popular in Italy as it is enjoyed by all kinds of consumers (D’amico, Nevstrueva, Guan, Gon, Annini, and Yang 8). This paper aims to provide a discussion of the cultural, economical and social factors that affect the industry of gelato, ice cream, yogurt and other frozen desserts. These factors will provide a deeper understanding why certain products become successful in specific regions and how culturally diverse products could be introduced to other nations.

We believe that Ice-Fili, to stop the decline in its market share, should focus on the market opportunities in the Russian ice cream market. The main opportunity seems to lie in consumers’ behavior. They only consider ice cream as an "on the go" snack. Ice-Fili should use all possible means to create a change in their way of consumption. It would be doubly useful as it would both increase ice cream sales in restaurants but also in supermarkets so that families eat them at home.

As noted in the table above, principal surveys will be conducted and used to gather both quantitative and qualitative data. A sample of the teacher exit slip interview can be found in Appendix A. A sample of the Principal survey can be found in Appendix B. A sample of the Administrator interview questions can be found in Appendix C. In the next section, the method of collecting these data is described in detail.

The ice cream industry is very a competitive field. Blue Bell has many competitors with a bigger budget and a bigger distribution channel. The company still manage to produce top brand ice cream to please its customers. According to the U.S Market for Ice Cream, “Sales nearly $12.2 Billion in 2005 with the sales of frozen, yogurt frozen desserts at scoop shops, restaurants and vending outlets. Three years ago there was a tremendous interest in ice cream nutrition panel. Other competitors were introducing product such as; low crab ice cream, no sugar added and low fat ice cream.

The factors include the amount of calories and taste. The brand name is secondary to the two. The company’s new brands have addressed consumer preferences in terms of taste and minimized calories. However, consumers never understood the changes in the new brands. The sustained market share is mainly due to the traditional brand image, as opposed to the new changes in the new brands. Most consumers perceive the new brands as absolutely new products. Consequently, besides meeting the customers preference needs, the company has to strategize to ensure customers are well informed about the new brands.

Ice-Fili is the top ice cream producer in Russia. Currently, the company is experiencing tough competition with Nestle, Baskin-Robbins and regional ice cream producers. Its loss in market share due to their poor quality decisions-making after Russia became an open marketing in 1992. Nestle took great advantage of Ice-Fili’s low reaction adjustment and is taking over their market.

Ice-Fili’s marketing approach and product distribution could be seen as weaknesses in the company’s primary activities. In 2001 the firm started its first TV marketing campaign years after competitor’s advertised through the media outlets. To date Ice-Fili is still very inexperienced and far lacking of marketing strategies deployed by Western competitors such as Unilever and Nestle. Not only does Ice-Fili need to market more fiercely against competitors within industry, it must also compete against other consumables such as beverages and snacks. Another weakness is the distribution that is handed over to several distribution companies. There is a much higher chance (twice as likely) to find products of its biggest competitor Nestlé than those of Ice-Fili. Another detriment is how ice cream is viewed socially. Currently ice cream is primarily an impulse purchase. If Ice-Fili can change this outlook, it would result in an enormous

A case study was conducted by a market research company to find out the preferences and the amount of consumption of carbonated soft drinks in Center City, USA. The research firm selected a random sample of 80 residents, who are 16 years of age or older. The company then collected a data for each resident, including age, estimated amount of soft drink consumption per week and the preferences among four categories of soft drinks; Coca Cola, Pepsi, Dr. Pepper or Other. The responses of the survey were recorded using code numbers 1, 2, 3 and 4 for Coke, Pepsi, Dr. Pepper and Other, respectively. In order to compare consumption preferences with other similar cities, the same sample data for 80 persons were taken from a second city, Small Town.

At the beginning, this market segment represents about 30% of the total potential sales. In the current years, there are few ice-cream produces on the markets that are designed for this segment, because of there are increasing group of consumer in this segment are more concerned and aware of the implications of diet on their health. Most of there consumers do not buy ice=cream as a consequence, such as they thought ice-cream have high calories and not good for