SELLING OF ICE-CREAM DEEP

FREEZERS IN BPOs &

INSTITUTIONS
CANTEENS

“Amul”
Ajit Vishwakarma
PGDBM-2008-10
BVIMSR
 My special thanks to

• Mr. Sameer Nagle

Manager, Sales
Mumbai, Amul

• Dr.Manisha Shukla
Assistant Professor , BVIMSR
Amul
 In this presentation…
• Background
• Objectives
• B2B Process of Selling
• SWOT Analysis
• My stay @ Amul
• Findings & Experience
 GCMMF – Over View
• GCMMF: Gujarat Cooperative Milk Marketing Federation

• GCMMF is India's largest food products marketing

organization. It is a state level apex body of milk
cooperatives in Gujarat which aims to provide
remunerative returns to the farmers and also serve the
interest of consumers by providing quality products which
are good value for money.

• Gujarat Cooperative Milk Marketing Federation

launched Amul ice cream on stage of “Real Milk, Real Ice
cream”
 Objective of the Project
1. To Sell Ice –Cream and Deep-freezers in BPOs and institutions
canteens.

2. To study the sources how deep freezers are available

3. To optimize sales of ice creams and deep freezers to institutions

canteens.

4. To indentify various targeted segment( Geographic & Demographic).

5. To find what are the problems faced by institutions Canteens while

purchasing competitors deep freezers.
 Industrial Selling Process
B2B
Industrial markets segmented on characteristics such as:
• Location
• Company type
• Behavioral characteristics

• Objective :
1. Location: efficient and effective to deliver goods.
2. Company type : company size, industry , decision making unit,
purchase criteria.
3. Behavioral characteristic : usage rate, buying status
( potential & regular user), purchase procedure (negotiations).
Results of Segmentation
 My stay @ Amul
Findings :

• People are more comfortable buying

products in the Value for Money segment
• Low commission for sales person
• Amul advertising has low profile so by this
other competitors were benefited.
• Poor handling at distributors & retailers
• Regular complaints for service & packaging
 SWOT ANALYSIS

Strengths Weaknesses
•Trust enjoyed by its products •Problem in distribution
•Strong co-operative organization •Perish ability
•World's Largest Pouched Milk •Complete dependent on villages
Brand for its raw materials
•Demand
•Margins

Opportunities Threats
•Introduced of hybrids products in •Milk Vendors
the market. •Strong Competition from MNC’s
•Exploring foreign market •Infestation
•Flexibility
 Suggestion

• Relationship marketing- to keep sales personnel

abreast of changing trends in market and improve
their skills and personality

• Emphasis on local advertisement apart from

advertisements done at national level

• Old exchange of old freezer on new freezers would

be exists.

• Increase the workforce and segment them

according to objectives
 Conclusion
• Let the Amul concentrate on Relationship marketing,
advertising and personal selling.

• educating retailers about handling of products.

• Increase the workforce and segment them according to

objectives

• Old exchange of old freezer on new freezers would be

exists.