Business Daily from THE HINDU group of publications
Wednesday, Jan 17, 2007
ePaper
Business Daily from THE HINDU group of publications Wednesday, Jan 17, 2007 ePaper |
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Marketing
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New Products & Services Amul to launch pro-biotic ice cream ranges Debdatta Das
New Delhi , Jan.16 Amul, the over Rs 3,700-crore brand of Gujarat Cooperative Milk Marketing Federation Ltd , is all set to give a boost to its growing ice cream business with the forthcoming launch of two ranges of pro-biotic ice creams. "We are going to launch the two ranges of pro-biotic ice creams, Amul Prolife and Amul Sugarfree, this week, marking our entry into the pro-biotic segment for the first time. We hope to build the pro-biotic range into a Rs 100- crore brand within the next two-three years," said Mr R.S. Sodhi, GM, Marketing, Amul. Pro-biotic is a live beneficial culture (good bacteria), which, when administered in adequate proportions, confers beneficial health effects on the person consuming it. It helps in digestion, improves the immune system, and fights against allergic reactions. "The pro-biotic range will be qualified by a common standard of having one million good bacteria per gram of the product," he added. While Amul had earlier tested this market segment through the launch of an isabgol-enriched ice cream, this will be the company's first full-fledged attempt at capturing a good share of the pro-biotic enriched foods market in India. Both the brands will be available in 125 ml (Rs 15), 500 ml and 1.25 litre (Rs 120) packs in five flavours, vanilla with chocolate sauce, strawberry, chocolate, shahi anjir and fresh litchi.
Product Promotion
On marketing and promoting the product, Mr Sodhi said that the company would use all media — print, TV and outdoors. "The focus of our promotions would be on the products' wellness qualities. The idea is to target the educated masses, young adults through our ads and build the Amul ice cream brand further," Mr Sodhi said. In 2005-06, Amul sold around 34 million litres of ice cream for an estimated Rs 210 crore and aims at selling around 42 million litres in 2006-07, thus hiking its revenues from ice cream to Rs 270 crore.
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