Amul ice-creams to focus on `take-away' home segment {draw:frame} MUMBAI, May 3 AS Amul hits more metros with its ice-creams this summer (it recently launched the brand in Kolkata and New Delhi), 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. 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 variousexotic' 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. In a developing market, the way forward for any national brand would be through a focus on the home segment, the study says. Another finding was that even in the most affluent cities, ice-cream eating at home is confined to a few occasions (perhaps only when guests come) 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. Meanwhile just before the onset of the peak ice-cream sales season, the Mumbai market has recorded higher shares for Amul versus that of the market leader Kwality Walls. According to the retail audit conducted by ORG-Marg for...