Exploring 4Ps : Amul Icecream
AMUL Ice-cream is a subsidiary of the parent company “AMUL”. It is involved in the food industry because it deals with frozen dairy products. Amul is a cooperative of Indian origin, founded in 1946 by founder, Tribhuvandas Patel. Amul ice cream was launched by Amul in 1996 and by 1999 was readily available in most parts of the country. Amul Ice Cream is one of the top 5 ice cream brands in India.
PRODUCT:
Amul is a well-known brand with a high market value in India. It is one of the most popular and desired brands of dairy products. Amul Ice Cream offers a wide range to entice consumers, such as kulfi cones, sachets, cups, sticks, chocolate bars, and popsicles. This ice cream can be easily obtained in various flavors such as strawberry, lychee, and pasta, and in various flavors according to individual preferences, such as 120ml, 50ml, large-capacity pack, family pack, and combination pack. In 2007, we introduced sugar-free ice cream to health-conscious consumers. Amul is a trusted brand with fresh ice cream made with real milk. Calcium and protein content make it a nutritious product. The packaging of any product is very important and the packaging of Amul ice cream is very attractive.
PLACE:
Amul ice cream is available in most cities in India as the product is featured on pan-India. These include famous cities such as Mumbai, Kolkata, Bangalore, Ahmadabad, Pune, Chandigarh, Chennai, and Delhi, as well as cities such as Rohtak, Nohar, Rajgarh, Burdwan, Durgapur, and Darjeeling. The headquarters of Amul Ice Cream was established in Anand, Gujarat. Amul ice cream is produced in a state-owned factory that has received HACCP and ISO certification in accordance with absolute hygiene standards for food safety. The brand has a developed distribution network, which makes it easy to ship products from production points to retail outlets. Amul Ice Cream has taken the help of the distribution channel set up by its parent company. It includes both procurement channels that are responsible for collecting the ingredients from dairy cooperatives and other sources and the distribution channel that helps in the distribution of its end products via C&F agents, distributors, suppliers, retailers, and dealers to the retail outlets which are in direct contact with consumers. It has such a strong and powerful distribution channel that its products reach the consumer market easily in most parts of the country.
Amul Ice Creams are sold in exclusive parlors, retail outlets, discount stores, hotels, canteens, restaurants, café, supermarkets, fast-food joints, clubs, and shopping malls. Amul has its own outlets where it sells its products exclusively. In some cities, vendors also sell Amul ice cream via mobile vans and carts.
PROMOTION:
Amul has adopted several marketing strategies to promote its products in the consumer market. Her underline marketing is less compared to her underline advertising policy because she doesn’t want to overspend on marketing. This is a well-established brand with very high traffic. The brand is advertised on radio, TV, newspapers, magazines, billboards, and billboards through The Amul Girl, the longest-lasting and unique brand ambassador and advertising character. Amul Ice Cream doesn’t believe in the approval of other celebrities because their poster girl is the brand’s best publicity tool, according to media reports, as well. Amul Ice Cream participates in various activities such as distributing free food at school events and sports competitions. He firmly believes in promotions, discount schemes, and trade promotions. Various discount options, such as an extra 20% and one for free, are his favorite marketing tactics. He has received several awards and recognition for his efforts. In 2007, his sugar-free Amul ProBiotic ice cream won the International Dairy Federation Marketing Award.
PRICE:
Ice Cream “Heal” complies with market pricing policies when selling products. As a brand that believes in mass consumption, Ahmul maintains the price of all its products at a level that consumers can easily buy. Amul Ice Cream adopted a penetration pricing policy early in its existence, keeping prices slightly lower than competing brands. The brand has maintained a low-cost strategy to penetrate new markets easily. Amul also offers regular discounts and promotions to attract customer attention and boost sales. He believes in wholesale sales and usually offers incentives for bulk packaging. As the company grew in popularity and competition from its competitors, a competitive pricing strategy was adopted to keep product prices affordable and reasonable. She recently launched EPIC ice cream a day before launching the same type of ice cream from a competitor and kept the price much lower despite the fact that both products had the same unique base of Belgian chocolate ingredients. This has been a huge help to the Heal business and has resulted in huge sales.
