Analysis Of Marketing Mix

Analysis Of market placeing varietyWe took up Amul sorbet Cream as a crossing for our arna and abridgment. The project basic objective was to acquire a deeper understanding of the mathematical merchandise and apply the concepts related to market designateing flux, 4Ps of marketing and the consumer behavior as learnt in the course.The project was fail in three comparetsMarketing mix of Amul Ice figure outStudy of the consumer behavior with the help of a organise questionnaireMarketing mix of deuce primary(prenominal) competitors Kwality W all tolds and M opposite dairy farm, suggestions and foresight close to Amul Ice CreamsIn the first part, we studied the marketing mix of Amul looking glass unction which was further divided into quaternity parts Product, Pr trash, Place and Promotion. chief(prenominal) CONTENTSNote all corrections/additions/reasons in lieu of corrections argon d wiz on a tear down floor the remarks itself.SESSION 1Marketing cockle of Amul Ic e thresh aboutAmul Ice Cream was launched on 10th March, 1996 in Gujarat. It was launched on the platform of Real Milk. Real Ice Cream wedded that it is a milk partnership and the wholesomeness of its products gives it a competitive good.In 1997, Amul scratch options entered Mumbai followed by Chennai in 1998 and Kolkata and Delhi in 2002. Nationally it was rolled out crosswise the country in 1999.It has combated competition from the established players like Walls, Mformer(a) dairy farm and achieved the No 1 position in the country. This position was achieved in 2001 and it has act to remain at the top.Today the market fate of Amul scum baste is 38% as over against the 9% market shargon of HLL, thus fashioning it 4 times larger than its closest competitor.ProductAmul has added a broad variety of flavours to its ever growing draw. Currently it offers a selection of 220 products. Amul has always brought naturalness in its products and the same applies for looking gl ass creams.The broad bearings under which Amul markets its water ice creams atomic number 18 as followsRoyal treat range (rajbhog, cappuccino, chocochips, besidesterscotch, tutti frutti)Nut-o-mania range (kaju draksh, kesar pista, roasted almond, kesar carnival, badshahi badam kulfi, shista pista kulfi)Utsav range (anjir, roasted almond)Simply delicious range (vanilla, strawberry, pineapple, rose, chocolate)Natures treat (alphonso mango, cherubic litchi, anjir, fresh strawberry, black current)Sundae range (mango, black current, chocolate, strawberry)Millennium ice cream (cheese with almonds, dates with honey)Milk bars (chocobar, mango dolly, raspberry dolly, shahi badam kulfi, shahi pista kulfi, mawa malai kulfi cream, green pista kulfi)Cool finishdies (orange, mango), Cassatta, Tricone cones (butterscotch, chocolate), megabite-almond cone), Frostik 3 layer chocolate bar, Fundoo range exclusively for kids, Slimscoop fat free frosty dessert (vanilla, banana, mango, pineapple ), Health IsabcoolIn January 2007, Amul introduced SUGAR FREE ProLife Probiotic Wellness Ice Cream, which was a first in India. This range of SUGAR FREE, LOW voluptuous Diabetic Delight ProLife Probiotic Wellness Ice Cream is renderd for the health conscious. impairmentAmul has manold aged to stay ahead of its competitors by providing quality products at competitive prices, maximizing customer value. Amul followed the penetration pricing strategy and entered the market with prices much less(prenominal) than the leader in the market kwality Walls. This helped Amul in achieving great success at the start. Amul also perplexd a lot of the scorn end untapped market due to its pricing strategy and gradually acquired a market sh ar of 12-15% in the first few years. The pricing has been a major advantage of the pit. Following Amul, other players disgraceed their prices consequent to which Amul now follows a competitive pricing as its major strategy.Range of price minimum and utte rmost?Amul frostiks start from Rs 10 and go upto Rs. 20. The prolife pro-biotic icecream is priced at Rs. 15 for 125 ml. the ace saver take away packs start from as low as Rs.110 for 2 cubic decimetre whereas catering the exalteder end, exotica range starts from Rs. 120 per litre brick and extends upto Rs. 160 for divergent flavours.PlaceIce cream, being a putrefiable item, it is in truth beta to have a good diffusion channel. Amuls head office is at Anand. The entire market is divided into 5 zones. The zonal offices be located at Ahmadabad, Mumbai, New Delhi, Kolkata and Chennai. much than every outer space there ar 49 Depots located across the country and Amul caters to 13 Export markets also.Amul follows four marketing channels to distribute its ice creams.Level Zero also called direct marketing channel consists of a manufacturer selling directly to the final customers how?Amul has entered into direct retailing done Amul Utterly Delicious parlours created in major cit ies Ahmedabad, Bangalore, Baroda, Delhi, Mumbai, Hyderabad and Surat. These parlours surpass the regular(a) softy and ice-cream scoop offering joints in terms of popularity and look set to give the more established ice cream notices in the cities a run for their money. In these parlours, icecream is stored and transported in a rooted(p) condition (- 28o centigrade or below). They also keep frozen pizzas and frozen paneer.Level One contains one selling intermediary much(prenominal)(prenominal) as retailer to the final customersLevel Two has two intermediaries typically electrical distributor and the retailerLevel Three comprises the distributor, retailer with the jobber in in the midst ofPromotionAmul doesnt follow an aggressive marketing strategy for its ice creams. In the beginning, TV commercials for products such as amul tricone, real milk ice cream, frostik and premium ice cream were seen oft. that these commercials merchant shipnot be spotted now. Instead the company prefers a more direct approach to sales promotion strategy. Offers such as super saver packs, one plus one and the likes are often given to lure the consumers into purchasing. Apart from these, Amul Company as a whole with its advertize partner FCB-ULKA puts up its hoardings which are famous for their sarcastic take on current happenings, for its complete basket of products including ice cream.The main reason for Amul retaining its dominant position in the market despite a conservative marketing strategy is because all the market players in this product category follow the same kind of strategy, i.e. minimal exposure to electronic media and high on sales promotion technique. In such a scenario Amul has been successful in creating a niche for itself.Amuls entry into ice creams is regarded as successful due to the large market share it was able to capture within a short period of time. The differential pricing, quality of products and of course, the denounce name made this possib le.SESSION 2Consumer Buying BehaviorWe studied the marketing mix of Amul ice creams. Now hygienic study and analyze the behavior in terms of consumers ending making process and factors affect their get behavior. Consumer behavior is how individuals, roots, and organizations select, deal, use and dispose of goods, services and ideas to satisfy their necessitate and wants. Consumer passes through five-spot stages in purchaseing a product motif IdentificationInformation SearchEvaluation of AlternativesPurchase of Product by and by Sales ServiceConsumers dont always pass through all the preceding(prenominal) stages while making a purchase. For many another(prenominal) of products (mostly perishable), the kind of involvement in the buying process is low. Consumers tend to do a lot of deformity switching for the sake of variety and novelty. While buying a regular brand of ice cream, one goes directly from the need for ice-cream to the purchase decision skipping information sear ch and evaluation. Even if they are present, the time given to separately(prenominal) of these is negligible as compared to other stages. This is very heavy part of consumer buying behavior which in turn affects the factors impact the consumer behavior. If one is loyal to one brand he will ingeminately purchase that brand and zest. However if one doesnt find that product, he is very likely to switch to other available brands without much effort and whitethorn start liking it.Factors affecting the consumer behaviorVarious types of factors which affect the consumer behavior and lead them towards a special(prenominal) ice-cream brand are as followsProduct specifications, variety, price range, promotion strategies, and accessibility of product (which forms an integral part in case of variety want products)Reference assemblages (family, friends , media etc) and their effect on choicesKnowledge of other brands existing in the market and their positioning in the minds of the cons umersDemographics age, gender, income concourseSituational occasions where a consumer buys a productInvolvement in buying the product in terms of relative oftenness of purchaseStudying the consumer behaviorIn the survey conducted, ( render surface=60) fountainhead first do a general analysis analyse the market and Amul ice-creams position in it. In second part of the analysis, well see how different age groups may behave differently in consume ice cream.Methodology seek distributions for the study consisted of populate from the age group of 18-40. Samples were taken randomly where a structured questionnaire was mailed to the flock and their responses recorded. The questionnaire had the pursual dimensionsDemographics of the respondents such as age, income group, occupation, genderKnowledge/awareness about the variant brands available in the marketfrequency of purchase of ice cream,place of purchase,price preferences,reference groups,Favorite brands vis--vis Amul in ter ms of ratings on the features of the product.Sample size60 respondents from the target population were approached to fill in the questionnaire. event and discussionThe decision in buying ice cream is yieldd by many factors such as discernment, availability, pricing, packaging, variety of the product, occasions and mood and so on.Results of the data analysis will be studied in two partsAn overall analysis of all the factors.A comparative analysis of the age groups to analyze the discrimination in their behavior due to different age.Overall analysisDemographics of the respondentsData was collected with respect to four demographics of the sample age, gender, income groups and occupation. Based on the analysis, it was observed that 68% of respondents were in the age group 18-24 and 32% in the age group 25-40. One third of the respondents were females. More than 50% of the samples were students owing to which the income range of less than 50000 Rs. bears the highest percentage in the income distribution. The pursuance pie charts show the age, and income group distribution of the sampleConsumer behavior with respect to absolute frequency of purchase and the occasions/moods leading the buying towards buying ice creamsThe frequency of purchasing of ice creams is high. 7% and 35% of the respondents buy ice cream on a daily and weekly radix respectively. This implies that buying frequency for ice creams is fairly high. This influences the level of involvement in looking for the alternatives each time the buyer consumes an ice-cream. The consumer is more or less habitual receive interpretation? in purchasing the ice cream due to which the 2 steps in buying behavior become redundant as already mentioned earlier.By habitual, we mean routine to be more precise. This discharge be seen in the following pie-chart which shows the frequency of purchase. bideating the data, 7% of the respondents are buying on a daily basis and 35% are doing so weekly.In terms of mood in buying, pot generally buy ice-cream without any reason when buying very frequently. If they buy occasionally past the occasions on which buying is carried out on the occasions as given belowThe samples are equally distributed over the occasions such as birthday, marriage, family outing, hanging out with friends, or part with the % of mickle devour it with friends dominating the others.As far as choosing the flavor/brand of ice-cream is concerned, over 93% choose the flavor/brand themselves. It bath be inferred that the influence of family and friends in choosing the ice-cream is very low and race go by their have got choices while buying it. 5% of the people eat ice-cream flavors as dogged by the family which may be the case when one is buying bricks of ice-cream. Rest 2% constitutes people who go by the friends choice in choosing the flavor/brand.Place of purchase and immensity attached to packagingMore than 50% of the consumers buy ice cream from the corner shop of their colony. It signifies the importance of distribution channels and the kind of availability they need to have to maintain to create a position in the market. If they go out of stock they are at the risk of losing their customers to other competitors. The data infers that availability of Ice-creams are high in round the corner shop and Super markets whereas Malls may buckle under to go loose on all time availability. Regarding the packaging, 93% place importance on the packaging of the ice-cream which again makes it primary(prenominal) for the brands to have a very attractive packaging in order to attract the consumers.Factors forming an important consideration for trying a new product/flavor in that respect are various factors which lead to trying out a new product launched in the market and make repeated purchases. The following pie plat shows the constitution of various factors that may lead to trying out and repeated a new flavor, brand or productIt can be seen that taste forms t he most important factor leading to buying of ice cream which is placed high than the brand name also. It reemphasizes the fact that brand name of the ice-cream is not the most important. If the consumer likes the taste of other product, one may shift to the other brand. The 2nd most important factor is advertize. Ice-cream brands are generally low on their promotional strategies. However the importance of advertising with consumers is easily visible in the survey. For one fourth of the people, advertising is the fierceness which leads them towards an ice-cream product. Most of the advertising for Ice-creams comes through billboards and hoardings and here Amul as a brand scores over others as the brand awareness of Amul is one the trounce. 2. resemblance of consumers favorite ice-cream and Amul ice-cream on various attributes We asked our sample to rate their favorite ice-cream vis a vis Amul ice-cream on various attributes such as taste, packaging, price, variety and availabil ity on a scale of 5 where 1 was the worst and 5 was the best (out of total samples 13 rated Amul as their favorite ice-cream also which is roughly 21% of the total samples). A comparative chart of the same is given belowStudying the parameters attempt People rate their favorite ice-cream as approx 3.7 (average of all the samples collected) whereas rate the Amul ice-cream as approx. 3.1. And as we saw that taste is the most important factor in determining the choice of consumers, how you can conclude this? graphical record shows that Amul ice cream is lagging behind in this attribute to instead a large extent as compared to other factors.In the preceding(prenominal) question, we had asked the consumers about the factors which would lead them to try out a new product/flavour/brand. The response was in favour of taste with over 50% of the respondents going for the same. We took five parameters in that question and weve taken the same in the rating scale also. So using the data from a bove, weve concluded that from these five factors, taste is the highest influence in making the choice for ice cream. advancement Favorite ice-cream stands at an average of approx 3.4 as against Amul ice cream which stands at 2.9. The company needs to work on its packaging also in order to attract the consumers.Price Amul ice cream fairs slight unwrap than the consumers favorite ice-cream. This is obvious as Amul is known for its lower range products. Kwality-walls among the other brands are known for slightly high prices. Amul has been doing well on this front. motley Favorite ice-cream is rated at 3.4 Vis a Vis Amul rated at 2.8 on this parameter. Though Amul offers a wide range of products, but maybe people are not aware about the variety of the Amul ice-creams. Amul needs to create awareness among the consumers on this front.Availability On the parameter of availability, people rate their favorite ice-cream as approx. 3.4 and Amul as 2.9. Amul has to ensure that it never goes out of stock due to the temper of buying behavior of the product.Awareness about other brands existing in the marketPeople are well aware about the brands in the market. Among the top 3 brands mentioned by the consumers, Amul and Kwality-walls feature the most among the two. For the 1st preference, Kwality-walls capture the awareness whereas for the 2nd choice Kwality-walls and Amul stand at an equal rating. This is important from the point of view of Amul as the people who are variety quest will switch over easily to the other brands if they are not happy with Amul.Among the brands that are well known to the customers, Amul, Kwality-walls and mother dairy are the most sought after brands. Other than these regulars brands, there are other brands such as Vadilal, havmor, Baskin Robbins, creambell, and others which constitute a small share in the market in terms of awareness level.Analysis with taking age, income (demographics) as the distinguishing factorsFor analyzing the differe nce in factors leading to buying behavior due to difference in age, we have already divided the samples into 2 age groups 18-24 and 24-40 years.Frequency of purchaseFollowing is a chart depicting the total sample of people on the parameter of frequency of purchase divided age wiseIt is clearly visible that 18-24 years consume ice-cream more frequently than the people in the age group of 25-40 years. 57% of people in the age group of 25-40 consume ice-cream occasionally which is only 31% in the case of the lower age group. On the other hand, the combined % of people consuming ice-cream on a weekly or daily basis for 24-40 year age group is only 25% as against 48% in case of 18-24 year olds with weekly consumption leading for the same.Factors consuming new ice cream product, brand or flavorIt can be observed from the above table that number of people preferring taste is much higher(prenominal) in case of 18-24 year olds. as well people in the age group of 24-40 years dont consider pa ckaging or cheaper price as a leading factor while considering a new product. This is an important observation as Amul mainly sells on the lower price strategy. If it is offering a lower priced product, it needs to work on packaging as large numbers of people give importance to packaging in this group (also shown in the following chat). However it may or may not work so much on packaging if it is introducing a new product/flavor in the higher end markets.Willingness to buy sugar free ice cream at a higher priceTo determine the level of health spirit of the people and their willingness to buy the ice cream at a higher price if available, the data was collected, representation of which is given below70% of the people were not willing to buy the sugar free ice-cream at a higher price. This can be due to 2 factors always let out to ask from the respondentspeople are less health consciouspeople are price sensitiveThe options given to determine the same would not have been exhaustive. P ossible the open-ended question wouldnt have been of much use. just now yes, it is certainly better to ask from the respondents and due care would be taken next time.To further judge this, we distributed this data age wise to which how many people in which age group are willing to buy the ice-cream at a higher price. The representation of the findings is given belowIn case of people in the age 25-40 years, over 42% of the people are willing to buy the sugar free ice cream if available at a higher price. However this falls to 32%In case of the age group 18-24 years. This can be again attributed to 2 factorsPeople in the lower age group are less health conscious or they are earning less so they are price sensitive or both. People in the higher age group are more health conscious or they are earning more so they can afford higher prices. dissimilar remarks about Amul ice creams (optional in the survey)Amul is my favorite brand but more chocolate varieties are possible using different caramels and nuts.Its like since childhood I have an image that Kwality Walls is the best ice cream. Amul and Mother Dairy are my second best.They should come out with some good advertising campaigns for their ice creams and should really try out the social media to market their brand.It is good, but sometimes some flavors are out of market, peculiarly mango flavor.The Amul ice cream should be readily available and the variety should be more. as well as the marketing is very poor we do not see much.Amul seems to be a brand for common men the middle class, very well placed to cater to middle class people the biggest chunk of Indian populationalthough not very popular among the higher classThese remarks about Amul ice cream highlight the fact that we have been saying all throughout out analysis. The variety in some products of Amul is not at par with the other brands or the needs of the consumers. The availability is on a lower side due to which some of the samples complained of the brand getting out of stock. Also the level of awareness of the ice creams of Amul among the consumers is very less due to which it suffers a lot. Amul needs to go aggressive on its promotion strategies so that it can expand its market share and perform well.ConclusionFrom the above survey, we can conclude that major factors affecting Consumer behavior are Taste, Price, Packaging, Brand sensing and occasion. As Ice-cream is a variety seeking product, therefore the availability of Amul Ice-cream has a major impact on the actual consumption by the consumers and since Amul is very close to the market leader Kwality-walls. It has to take care of availability especially at round the corner stores and super markets where the sales of Ice-cream are maximum.Taste is considered the most important factor in determining the consumer behavior as per the survey. Amul Ice-cream is lagging behind in Taste as per the consumer perception when compared to Market leader.Attitude of the consumer is favorable towards Amul Ice cream and this can be seen through the comparative analysis of different brands in the market. Part of it can be attributed to Amuls brand perception across all the product categories countrywide.There is no significant difference in behavior towards purchasing Ice cream based on gender but the jr. age group prefers to eat ice cream more than their older counterparts. Since most of the younger age group also falls in relatively lower income group, this shows the higher consumption trends by low income group in survey.