S UBJECT : S TRATEGIC M ANAGEMENT

Comparative Study of Amul and Baskin Robbins

NAME OF GROUP MEMBERS

POOJA KHANVILKAR MIZBA KHAN PRAMOD PRAJAPATI ANIS GILANI SANTOSHI AHIR

36 65 78 46 27

SHEREEN KHILJI
MUSTAFA PETTIWALA JOBIN JACOB

61
34 79

I CE C REAM I NDUSTRY IN I NDIA

The ice cream market growth in India picked up after dereservation of the sector in 1997 Total size of Rs 15-16bn, around 30-32% is in the hands of organized sector and rest all is with the unorganized sector Shown an annual growth ranging from 15- 20% per annum Almost 40% of the ice creams sold in the country are consumed in the western region with Mumbai being the main market, followed by 30% in the north and 20% in the south

Amul Ice Cream was launched on 10th March, 1996

The Amul Pattern has established itself as a uniquely appropriate model for rural development.

Amul has spurred the White Revolution of India. It is also the Indias biggest ice cream brand. It is managed by Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF).

In 1945 Irv Robbins opens Snownbird ice cream shop in glendale california .

In 1946 Burt Baskin opens Burtons ice cream shop in pesandena california.

Baskin-Robbins is a global chain of ice cream parlours founded by Burt Baskin and Irv Robbins in 1953, from the merging of their respective ice cream parlours, in Glendale, California.

INTERNAL ENVIRONMENT
Visions Missions

Marketing Mix

MISSION
Liberate our farmers from economic oppression and lead them to prosperity

VISION

Dairy cooperatives of Gujarat turnover of Rs. 27000 crs by the year 2020

 The

BEST PREMIUM ICE CREAM PLAYER

MISSION
exist to thrill customers, define and lead multibranding, enrich stakeholder, and build powerful brands!

VISION

P RODUCTS

P RODUCTS

PRICE
Amuls philosophy had all along been to deliver value for money to its customers. Despite being priced economically, Amul maintained its product quality.

Baskin-robins way of pricing is premium pricing that means using a high price where there is uniqueness about the product. The quality they provide is very high which will match the price.

PLACE

Amul Scooping Parlours

caterers

canteens

restaurant s

retail shops

Amul Preferred Outlets

Hotels

vending push carts

PLACE

MALLS

Outlets

Hotels

EVENTS

Amuls advertising philosophy had been to be simple, fresh innovative. The clean, emotion-based ads refrained from using hi-tech special effects, and aimed at maintaining the perfect balance between the traditional and the modern.

Baskin-Robins not only sell the product but also sell the fun. Their promotion says We sell fun, not just ice cream. They also do in-store promotion campaign and also do all sort of promotional activities like grand opening activities, direct mail campaign, Birthday club email marketing and they advertise in television and in online.

Suppliers
Customer

EXTERNAL ENVIRONMENT

Economic PoliticalLegal Social

Micro Environment

Macro Environment

Marketing Intermediaries

Technological

FARMER
Village Co- Operative Societies Milk Processing Units

Company engages master franchisors & franchises Suppliers Selected number of suppliers to maintain quality standards

MARKET SEGMENTATION
It targets markets are mostly age and income based Amul have created many sorts of ice creams to cater all group. It has pro biotic sugar free ice cream which aimed to hit diabetic customer and the people aged than 45 Amul targeting upper class, middle class, lower class income group people by selling ice cream in stick at low cost.

MARKET SEGMENTATION
It targets markets are mostly age and high income based

There is no target as such. All segments categories are welcome here

P OSITING

Real Milk. Real Ice Cream

We sell fun, not just ice cream.

M ARKET S HARE OF I CE C REAM B RANDS IN I NDIA

M ARKETING I NTERMEDIARIES

Distribution network in more than 800 towns Amul Utterly Delicious parlours which is run by the company or its wholesale dealers

406 Outlets all over India All these outlets are franchisee run and managed

M ACRO E NVIRONMENT E CONOMIC

The Per capita consumption level is low, Hence is better for Amul to introduce with the low pricing products

The Baskin Robbins target the upper class and upper middle class target audience, Hence the pricing do not much play an essential factor for the product

P OLITICAL - L EGAL

Creating products as per quality standards

To encourage the FDI investment in India Price ceiling Free trade agreement

S OCIAL

Its very essential for the company to provide a quality product in the price range for the target audience

Providing a best quality product is the main motive of Baskin Robbins

TECHNOLOGICAL

Quality control technologies like ISO, TQM, HACCP (Hazard Analysis and Critical Control Points)

By better means of technology Baskin Robbins concentrate more on provide a better quality to there customer

Able to connect both sides of the supply chain by using GIS (Geographic information system)

Technology has increased the franchisee level in five star hotels, Malls, Events and Airports

VALUE CHAIN ANALYSIS

I NDUSTRY A NALYSIS : P ORTER S 5 F ORCES

Threat of new entrants is high because there is no entry barriers

Bargaining power of customer is high because of various competitors

Competitive Rivalry is high due to other brands & Local Players

Bargaining power of suppliers is low because the suppliers are rural milk producers

Threat of substitutes is high because of availability of other product

SWOT ANALYSIS

S TRENGTH

Good product range Good quality and packaging

Strong

brand awareness

Baskin-Robbins

Effective ad campaign
Brand image

has over 5,000 global locations in over 40 countries and we are continually opening new franchises.
More

than 1000 flavours of icecream in the library include low fat and no sugar ice-cream.
Provide

several services for different age group

W EAKNESS
Need to focus on other

products as well

Not all branches offer the same products.

The customers might not be able to buy their favourite ice cream flavour at all branches in their area.

Quite expensive

Its difficult to open their own Baskin-Robbins ice cream parlour

O PPORTUNITY

High End ice-cream

Tie-up with food chains Mobile vans for better visibility

The

increasing demand for fast food and ice creams among the young people is an opportunity for the company.

T HREATS

Kulfi in rural markets

The dairy products related

diseases like mad cow is a threat for the company, especially for its ice cream products
The change in culture and

Local ice creams and sweet dishes

lifestyles as well as changing trends of healthier food can affect the sales of the company
The economic recession is

another threat as it has affected the sales of the company badly

Amul Bussiness Strategy

Developing demand
Limited purchasing power, modest consumption levels A low-cost price strategy products

The distribution network

Dry and cold warehouse Cash transaction throughout the supply chain JIT improves dealers returns on investments (ROI)

Umbrella brand
Common brand for most product categories

Third party service providers

Core is milk processing , production of dairy products logistics of milk collection, distribution of dairy products, sale of products through dealers and retail stores

Short term Strategies Maintain constant intervals in advertising Sponsoring in community events

Loyalty programs
Long term Strategies

Increasing number of outlets

Getting in the supermarkets

Conclusion
A MUL

B ASKIN R OBBINS

very good strategy of selling their products

Products are available for all most all the segment AMUL caters to all segments and more popular in India Amul has to mainly concentrate to improve their product variety. Number of flavors in AMUL is less compared to Baskin Robbins.

caters only to premium and elite customers diversification related to its core product i.e. ice cream attracting the middle class audience in India

They can even distribute their products to retail outlets