Marketing Strategies / Strategic Marketing Case Study

AMUL ICE CREAM: MARKETING STRATEGY

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Abstract:
The case showcases the success of Amul ice cream and how the brand became the leader in the Indian ice cream market. When in a country, an industry is de-regularised and de-reserved for small scale enterprises (SMEs), debate follows on whether it is wise to lift the economic protections and compel SMEs to face competition from both large-scale domestic and multinational firms. But, Amul ice cream, a brand promoted by Milk Producers' Co-operative, accepted the challenge and by competing with the existing national and international brands, achieved the 'numero uno' position in the market. The case analyses Amul's marketing strategy to show that a well-planned and excellently implemented marketing mix tactics, can help a firm to achieve a strong position in a competitive market. The case gives a brief note on the evolution of the Indian ice cream industry, the market scenario and the major players involved. Finally, the case gives an in-depth comparative analysis of the marketing mix tactics of Amul vis-a-vis its immediate competitor, Kwality Walls.

Pedagogical Objectives:

Keywords :  Indian ice cream industry, Amul ice cream, Marketing mix, 4Ps of marketing, Frozen dessert market, Kwality Walls, De-reservation of industry, Generic competition, Premium ice cream segment, Mass marketing