A STUDY OF MARKETING STRATEGY ON AMUL ICE CREAM V/S KWALITY WALLS V/S HAVMOR

Abstract

This study investigates the marketing strategies employed by three prominent ice cream brands in India: Amul, Kwality Walls, and Havmor. The analysis focuses on the distinct approaches each brand uses to capture market share and foster customer loyalty. Amul leverages its strong brand reputation and widespread distribution network, emphasizing affordability and quality. Kwality Walls, on the other hand, employs innovative product offerings and extensive promotional campaigns to appeal to a younger demographic. Havmor distinguishes itself with unique flavors and experiential marketing tactics, aiming to create a premium brand perception. The comparative study examines various elements such as pricing strategies, advertising channels, product diversification, and consumer engagement initiatives. By evaluating these aspects, the research provides insights into the effectiveness of different marketing tactics in the competitive ice cream market. The findings highlight how strategic differentiation and targeted marketing can influence consumer preferences and drive sales growth. This study is significant for marketers and industry stakeholders aiming to understand competitive dynamics and optimize their marketing strategies for better market positioning. Keywords: MarketingStrategy, Amul IceCream, Kwality Walls, Havmor,Consumer Engagement,Competitive Analysis.