As Amul hits more metros with its ice-creams this summer, ad agency FCB Ulka, through its campaigns based on its `Ice-cream Mood' survey is helping the brand gain acceptance in the new markets with a focus on the take-away home segment.
According to the `Ice-cream Mood' survey, Amul is perceived as being superior on creaminess, taste and price, while Kwality Walls scored higher on its variety and range. Another finding is that Kwality Walls is perceived to be more premium with a more contemporary image than Amul, and is preferred by youngsters — especially Kwality's Cornetto and Feast — while Amul is considered to be a family brand offering a better price.
Based on the findings of this study, the agency decided to launch the `Flavour of the Month' campaign highlighting the distinct flavours on offer. Thus during summer Amul is showcasing its various `exotic' flavours such as black currant, Anjir, Rajbhoj, Cheese & Almonds, Cappucino, Dates & Honey, Fresh Litchi, Kulfi and so on. Other behavioural insights from the Ice-cream Mood study reveal that an ice-cream is not just a product but also an experience for the Indian consumer.
According to the study, in mature ice-cream markets, the take-home segment accounts for more than 70 per cent of all ice-cream consumption. While in India, the take-home segment contributes to a mere 20 per cent of the market. This is due to the overbearing social context and price factor association with ice-cream consumption in India.
Another finding was that even in the most affluent cities, ice-cream eating at home is confined to a few occasions and is therefore restricted to the three regular flavours — Vanilla, Chocolate and Butterscotch.
In fact Vanilla accounted for nearly 40 per cent of all flavours. This resulted in the market being limited to regular flavours, thus restricting ice-cream consumption to an occasional experience.
According to company sources, the idea behind our `Flavour of the month" campaign is to increase the perceived occasions of consumption of ice-cream at home. At present, the take-home segment in India is pegged at 40 per cent of the Rs 500-crore organised ice-cream market, while the impulse category continues to dominate at 60 per cent of the market.
The agency will also be continuing with the brand's `Real Milk, Real Ice-cream' baseline. According to the retail audit conducted by ORG-Marg for Mumbai city, this February Amul has recorded a 38 per cent volume share surpassing Kwality Walls at 34.5 per cent. Last February, Kwality Walls had a 39.6 per cent volume share while Amul had a 33.5 per cent volume share in the Mumbai market.
Source: Business Line