Case Code : CLMC-025
Publication date : 2005
Subject : Marketing Communications
Industry : -
Length : 03 Pages
Price : Rs. 100
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Gujarat Cooperative Milk Marketing Federation Ltd., Dairy Products, Kwality Walls, Amul, HLL, ‘Ice-cream Mood’ survey, FCB-Ulka, Take-away segment and Advertising research.
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The caselet discusses the ‘Flavor of the Month' advertising campaign carried out by Gujarat Cooperative Milk Marketing Federation (GCMMF), for its ice cream brand Amul Ice-creams. The campaign was aimed at increasing ice-cream consumption of its brand by focusing on the take-away segment. The caselet describes advertising research initiatives undertaken by the company to improve sales volumes. The caselet also examines the market surveys conducted by the company and the results of the surveys in detail.
HLL’s Kwality Walls was the undisputed market leader in this segment till Amul Ice-creams began to give it a tough fight after its launch. Kwality Walls emerged as a mother brand after HLL acquired Kwality, Dollops and Milkfood and merged with its own brand -- Walls. Amul has been steadily increasing its market share over the years.
Questions for Discussion:
1. Advertising research can help a company design an effective advertising campaign. Why did GCMMF ask FCB-Ulka to undertake a survey? How far has advertising research helped in designing the ‘Flavor of the month’ ad campaign?
2. There is a marked increase in the popularity of the ‘eating out’ concept and impulse buying among Indian consumers. In light of this, to what extent is GCMMF right in focusing its communications on the ‘take-away’ segment and launching variants like the mega-bite almond cone (the largest volume cone in the country)?