INTRODUCTION

 Amul Ice Cream was launched on 10th March, 1996 in Gujarat. The portfolio consisted of
impulse products like sticks, cones, cups as well as take home packs and
institutional/catering packs. Amul ice cream was launched on the platform of ‘Real Milk.
Real Ice Cream’ given that it is a milk company and the wholesomeness of its products
gives it a competitive advantage.
 In 1997, Amul ice creams entered Mumbai followed by Chennai in 1998 and Kolkata and
Delhi in 2002. Nationally it was rolled out across the country in 1999.
 It has combated competition like Walls, Mother Dairy and achieved the No 1 position in
the country. This position was achieved in 2001 and it has continued to remain at the top.
 SWOT ANALYSIS

STRENGTH
1.Good product range include various flavour's, party packs, sticks, cones etc.
2. Good quality and packaging, and good advertising
3. Amul is one of the most respected top-of-the-mind brands
4. Also launched probiotic and sugar free ice-creams
5. Offers over 200 products across India

WEAKNESS
1. Growing competition form international and other brands means limited market share
2. Limited international presence as compared to leading global brands
 OPPORTUNITIES
1. High End ice-cream to tap the higher income group also
2. Tie-up with food chains, restaurants
3. Mobile vans for better visibility

THREATS
1. Kulfi in rural markets
2. Health conscious people refraining from sweet
 MAJOR PLAYERS

1. Kwality Walls
Kwality Wall's is a frozen desserts brand owned by the India based British-Dutch consumer
goods company Hindustan Unilever. It is a major producer and distributor of frozen dessert
products in India, Bhutan, Brunei, Nepal, Sri Lanka and Malaysia.
2. Baskin Robbins
Baskin-Robbins is an American chain of ice cream and cake specialty shop restaurants.
Based in Canton, Massachusetts, it was founded in 1945 by Burt Baskin and Irv Robbins.
3. Vadilal Ice-cream
Vadilal Industries Ltd is an Indian ice cream and flavoured milk manufacturer. The company is
also one of the largest processed food manufacturers in India with significant exports of
frozen vegetables and ready to eat snacks, curries, and breads
 AMUL VS KWALITY WALLS

 PRODUCT
 PRICE
 PLACE
 PROMOTION
CURRENT SCENARIO