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Amul Probiotic Ice-Cream

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Amul Probiotic Ice-Cream
Amul Probiotic Ice-cream

Part I:

Concept Evaluation

As per Market survey, most of the people are today becoming health and calorie conscious. Amul wanted to capture this health conscious market segment of ice cream consumers with the launch of its specially created Probiotic wellness ice cream.

Essentially, it would not only convert non-consumers of ice cream into eaters but also increase frequency of ice cream eating. It expects to get 10 per cent additional growth only through the Probiotic range. Since the company will be the first to introduce the innovation, developed in-house, it expects to build the market and capture the entire market for Probiotic ice cream.
(Source: http://www.scribd.com/doc/13702816/Amul-Prolife-Probiotic-Sugarfree-icecream-Project)

Supporting Facts:

1. PROBIOTICS are live beneficial culture which, when administered in adequate amounts, confer a beneficial health effect on the host. They help in digestion, improve the immune system, fight against allergic reactions and are effective in controlling travelers' diarrhea. They also help in the prevention of formation and growth of colon cancer and enhances brain activity.

2. “The incorporation of Probiotic bacteria into ice-creams is highly advantageous since, in addition to being a rich food from the nutritional point of view, containing dairy raw material, vitamins and minerals in its composition, it is usually consumed by everybody, being well accepted by the public,” wrote the reviewers, led by Adriano Cruz from Universidade Estadual de Campinas in Sao Paulo. --- Food Research International.
(Source: http://www.nutraingredients.com/Research/Great-potential-of-Probiotic-ice-cream/)
Concept Development
Ideas for new products can be obtained from basic research using a SWOT analysis (Strengths, Weaknesses, Opportunities and Threats).

Strengths: Its wellness ice cream which improve immunity & digestion. Amul Sugar-free Probiotic Diabetic Delight
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