Business Case Studies, Marketing Strategies / Strategic Marketing Case Study, Adidas, Puma, Football World Cup 2006

print page
Tell A Friend
Bookmark
 

Case Categories

Marketing Strategies / Strategic Marketing Case Study

IBS CDC IBS CDC IBS CDC IBS CDC RSS Feed
Case Title:

AMUL ICE CREAM: MARKETING STRATEGY

Publication Year : 2010

Authors: S Majumdar and T Roy

Industry: Food, Diary and Agriculture Products

Region:India

Case Code: MKS0136IRC

Teaching Note: Not Available

Structured Assignment: Not Available

Buy This Case Study
OR





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

Recently Bought Case Studies

    Recently Bought Case Studies
advertisement

    Executive Interviews

  • Al RiesAl Ries

    Chairman of Ries, an Atlanta-based marketing strategy firm
    Speaks on Brands and Branding
  • P GopalakrishnanP Gopalakrishnan

    is a Vice-President, CavinKare International Business.
    Speaks on Brands and Branding
  • Richard RawlinsonRichard Rawlinson

    Richard Rawlinson, is a Vice President of Booz & Company
    Speaks on Marketing in a Downturn
  • View All Executive Interviews»







Contact us: IBS Case Development Centre, Survey No. 156/157, Dontanapalli Village, Shankerpalli Mandal, Ranga Reddy District, Hyderabad-501504, Andhra Pradesh, INDIA, Phone: 08147-236660/61/62/72, Fax: 08147-236653,E-mail: casehelpdesk@ibsindia.org

©2003-2013 IBS Case Development Centre. All rights reserved. | Careers | Privacy Policy | Terms of Use | Disclosure | Site Map xml sitemap