Abstract

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.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Ice-cream market in India
• Advertising research and its importance
• and Promoting Ice-cream brands in India.

Keywords

Gujarat Cooperative Milk Marketing Federation Ltd., Dairy Products, Kwality Walls, Amul, HLL, ‘Ice-cream Mood’ survey, FCB-Ulka, Take-away segment and Advertising research